DTAC announces strategic digital targets for 2020

The listed company plans a seven-fold increase in the use of digital channels, allowing its customers to accomplish more and complete routine operations faster.
By 2020, 35 per cent of DTAC’s sales will be through digital channels, in contrast with today’s figure, which is still in the single digits. 
Similarly, customer care will be 95 per cent digital, which is about double the current level, while marketing will more than triple its use of digital channels, aiming for 65 per cent by 2020.
“These are huge increases compared to our current standing, but the growth we achieved in 2017 shows we’re on track to reach these objectives,” said Lars Norling, chief executive officer of Total Access Communication.
DTAC’s digital marketing has strengthened its big-data analytics capacities and accelerated the current cycle of updates to the DTAC website and apps. 
As a result, in-app bill payment doubled in 2017, and the app already represents 60 per cent of upselling.
To grow these figures even more rapidly, the company aims to hire more than 200 digital talents by 2020, Norling said. 
As part of a refocused strategy, it is also reevaluating its business on a regular basis, which has led to increased investment in some areas and redeployment in others, with a leaner target headcount of no more than 4,000 employees by 2020, the CEO added.