THURSDAY, March 28, 2024
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DTAC launches ‘kindness’ CRM campaign for prepaid customers

DTAC launches ‘kindness’ CRM campaign for prepaid customers

Total Access Communication (DTAC) has launched a new customer relationship management (CRM) campaign called “Jaidee Jaek Suk” or “Kindness Brings Giving”, to boost ties with its prepaid customers by rewarding them with loyalty benefits.

Lih Ren How, chief marketing officer, said: “DTAC will not stop developing and creating services that meet customers’ needs by conducting in-depth studies of their problems and demands.” 
He outlined the three key points the campaign is based on: 
1.    Knowing real customer needs
DTAC’s study on prepaid customers’ complaints and behaviour revealed two major trends: 
* Prepaid customers usually terminate service three to six months after activating their SIM, believing that they will gain more benefits by registering a new SIM, such as cheaper calls and data charges as well as other premiums in the first few months of activation. 
* Prepaid customers feel that even though they have been with an operator for many years, they rarely receive privileges or benefits. In the case of DTAC, though they receive free calls on their birthday and other “Jaidee” services, especially the “Jaidee Emergency Refill”, which is not offered by other operators, they want to enjoy privileges every day, not just when they top-up. 
2. Providing a digital experience to prepaid customers
Currently, some 440,000 of DTAC’s 14.3 million prepaid subscribers use the DTAC application as it is more convenient and offers services and rewards. DTAC’s goal is to boost the number of pre-paid customers using the application to one million within six months. 
3. Delivering value to customers
The “Jaidee Jaek Suk” campaign will deliver incremental value to customers the longer and more often they interact with DTAC. There are sweepstakes and reward activities that can be accessed via the DTAC app. 
Lih Ren added that prepaid customers can use their accumulated usage balance to exchange for privileges via the DTAC app. The longer customers stay with DTAC, the more propellers they get, he said. 
* For every Bt50 spent, customers who have been using DTAC for more than three years, will receive double the propellers. Prizes can be redeemed on a daily basis and big prizes will be drawn twice a week without a refill or usage required on the day. 
* The campaign is also addressing the problem of customers running out of credit by allowing them to redeem their collected propellers for free calls or free data. 
* Customers also receive extra propellers on their birthday or other special occasions, as well as for logging into the DTAC app for at least five consecutive days.
* To be eligible, customers just have to download the DTAC app and hold an active DTAC account. Big prizes worth over Bt20 million will be drawn every two weeks for six months.

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