Human of dtac

A Look Behind the Success of the dtac App & True iService

The dtac app was created with the aim of being a hub for dtac-customer interactions, placing a strong emphasis on in-app-enabled monetization through personalization. True iService has been developed to provide customer-centric before and after-sales service, incorporating automated self-service functions. A study by Harvard Business School has identified diversity as a key factor in the successful development of technology and innovation. In this context, diversity encompasses both inherent diversity and acquired diversity. The people behind the success of the dtac app and True iService share valuable insights into their journeys, where it takes numerous components, including diversity, for these two innovations to succeed today. Delivering Inclusive Experience Tiparpa Suksathit, who has spearheaded the development of dtac app, said the app was first developed in 2010 as a ‘hub of dtac-customer interactions’. As of the end of May 2023, its current version has reached 8.4 million monthly active users, an increase from 7.7 million at the end of 2022. The app's current goal is to attract 10 million users by 2023. There are three major factors behind dtac app’s significant user growth. Currently, its user base comprises nearly 50% of dtac’s customer base. The three crucial success factors are: Capability: The…

A Look at dtac’s Network Operations Team on New Year’s Eve

The countdown to the new year is always a time for celebration, and this year is no different. As the COVID-19 pandemic begins to subside, many people are looking forward to gathering with friends and loved ones for year-end celebrations. In Thailand, the countdown parties have drawn millions of international visitors eager to experience the joyous ambiance and share in the festivities. And this year Bangkok has been ranked among the top 10 countdown destinations by CNN. To ensure that the celebrations run smoothly, hundreds of frontline employees and support functions have been hard at work. dtacblog spoke with Suttiphol Warangrit, dtac’s head of Network Operations Center (NOC), and his team to learn more about the mobile operator's preparations for Thailand's countdown events. Ensuring Reliable Services During Festive Season According to Mr. Suttiphol, New Year celebrations are always lively and full of energy. The holiday season is a time for people to come together with their families or friends to celebrate with parties or colorful events. In Bangkok, two of the most popular countdown celebrations will be the Amazing Thailand Countdown 2023 at IconSiam and the Central World Bangkok Countdown 2023, which is known as the "Times Square of Asia."…

How the dtac Engineers Ensure Uninterrupted Service During Festive Times

As the festive season brings joy and happiness to people’s lives, dtac’s engineers are working hard to ensure that the fun continues without interruption. Despite the strategic and engineering challenges that come with hosting colorful events, dtac is committed to delivering a seamless experience for its customers. Recently, dtacblog joined the engineers on the job to see firsthand how they are making this possible. Behind the Scenes According to Panupong Peyatsaphan, dtac’s Head of Field Service Operation Central & East Unit, his team always plans for events throughout the year to ensure smooth service and excellent customer experiences. However, many events tend to be concentrated around the year-end period, which requires extra care in planning and implementation. And these preparations are crucial for maintaining customer confidence in dtac. During the planning stage, dtac’s Planning Team uses data from the Field Service Operation Unit’s lab or “NOC Room” (Network Operation Center) to make informed decisions. They consider two key factors when evaluating a particular event: network coverage and network utilization. Network Coverage: In considering this factor, the planners check that the event venue has a dtac base station. If not, they must find ways to enhance coverage at the venue that…

How Thailand’s casual gaming landscape gets a boost from dtac’s Gaming Nation

In June 2021, dtac launched a gaming initiative as part of its “Beyond Mobile Connectivity” strategy, which aims to build a comprehensive digital ecosystem and transform the dtac app into a super-app. Gaming Nation, dtac’s mobile platform designed for all gamers, has been the key component of this gaming initiative, and a pioneer in Thailand’s growing casual gaming landscape. dtacblog spoke to dtac’s Head of Digital Product (Gaming) Patchara Vanthongkam, whose team is responsible for Gaming Nation, about Thailand’s gaming habits and the role that Gaming Nation plays in industry growth. The Rise of Mobile Gaming A gaming enthusiast himself who has worked with big-name game developers in the region, Mr. Patchara understands the potential of the gaming industry in Thailand. “About 32 million Thais – almost half of the population – play games. Overall, this market is worth around 30-40 billion baht,” he said. “And though the growth rate has not been very high in the past few years, the gaming market continues to grow steadily thanks to mobile games.” The continued growth of Thailand’s gaming industry is spurred by several factors. First, with the boom of smartphones, players no longer need dedicated gaming devices in order to play.…

With digital insurance platform dSurance, dtac strives to make coverage plans more accessible to Thai people

With an ambition to facilitate growth beyond mobile connectivity, dtac has launched a variety of comprehensive digital services to meet the needs of a contemporary lifestyle. Among these services is its innovative mobile-based insurance platform dSurance, which seeks to improve the underserved insurance market in Thailand. To learn more about the significance and challenges of the insurance industry in Thailand and the reasons behind the mobile operator’s decision to wade into new territory, dtacblog sits down with Bhudhibha Chientachakul, the product owner of dSurance. Insurance Market Trends “Thailand’s insurance industry is worth about 800 billion baht. Between 2016 and 2021, the market size has grown on average by 2.7 percent per year. Life insurance accounts for 70 percent of the industry, while non-life insurance accounts for the other 30 percent,” Ms. Bhudhibha explains. Despite representing more than half of the market, the growth rate of life insurance is not as high as that of non-life insurance. This is due in large part to the duration of life insurance policies, which can last for many decades and require a long-term commitment from customers. In fact, the life-insurance segment has grown mainly because of unit-linked insurance products, which have gained popularity in…

Building a Thai-made Super App That Can Do it All

A super app brings payments, shopping, communications, and other services onto a single platform. Some of the most notable in Asia are WeChat, Grab and LINE—all of which were developed by digital startups.Now, the dtac app is setting out to challenge the incumbents with a unique combination of services. In addition to loyalty rewards at over 30,000 retail points, users can use the new dtac app to register and pay for insurance and gaming and even protect themselves from cyber threats.These features reflect how telecommunications providers are positioned to build powerful super apps that are deeply integrated into their local ecosystems. In Thailand, for example, mobile operators are required to verify the identity of their customers, which is also a requisite for purchasing financial and insurance products.To learn more about how dtac built a super app like none other, dtacblog spoke to Sun Loo Yeoh, Head of Digital B2C and Platforms and Tiparpa Suksathit, Head of App and Digital Channels. The Center of Everything The revamped version of the dtac app was launched in March 2022 and comes with a completely different look and feel. Users can more easily navigate connectivity services, dtac reward, and dtac Beyond—a brand new section.…

70-20-10 Rule Behind Award-Winning Ad Campaigns

In the past few years, the COVID-19 crisis has significantly reshaped the landscape of how various industries operate. “marketers” have also faced various challenges, including changing consumer behaviors and technology transitions. In spite of these challenges, dtac has moved forward with a superior brand image. Five of its marketing campaigns have bagged 7 awards (1 Gold, 2 Silver and 4 Bronze awards) at MAAT Media Awards 2022. The event was held by the Media Agency Association of Thailand (MAAT). dtacblog recently sat down with dtac’s Head of Brand Communication, Sasitorn “Mong” Khoopatanakul, and members of dtac’s MarComm and Media Management team namely Paphop “Pok” Ruchutrakool, Kulawit “X” Khumwansa, Nattapon “Not” Lertsrimongkol, Nat Seemawonganan, Patima “Poo” Kittikarnjanakorn, Juthakarn “Off” Thesrak, and Witsuda “Tomtam” Danpiboonvoravut. “Awards make working people proud by giving recognition for not only completing their tasks but by doing so successfully. I therefore would like to present these awards to all team members as well as all contributors who hail from not just our Marketing Department but also from the Sales and Technology Departments. Together we have proven the efficacy of cross-functional operations,” Sasitorn said at the start of the interview with dtacblog. Several of dtac’s recent campaigns were…

How diversity and inclusion can foster inclusive innovation at dtac #BreakTheBias

Diversity is a key to driving successful business. Research shows diverse teams tend to outperform their peers and are more innovative. To celebrate diversity and International Women’s Day 2022, dtacblog spoke with our data scientists from dtac’s Technology Group to learn more about their experience as women working in the tech and mobile industry. Women in Tech Pailin Ittiwattanakul, Piyanuch Chaipornkaew, and Dr. Thida Pongsanguansin are members of the Data Analytics team of dtac’s Technology Group. Ms. Pailin’s key responsibility is analyzing data, while Ms. Piyanuch and Dr. Thida focus on developing machine learning models to detect any errors or abnormalities in the network to ensure timely responses and predict the Net Promoter Score (NPS) which measures customer satisfaction in network experience. These machine learning models allow the team to identify better and more accurate preventive measures. Aside from this, their team also harnesses the power of data gathered from cell sites nationwide to increase power consumption efficiency in the network operations, which will put dtac closer to its ambition to halve its greenhouse gas emissions by 2030. “Diverse teams enjoy a synergy of distinctive strengths among their members. For example, women are often perceived to be more detail-oriented and…

20 years of serving customers with heart-to-heart communication

“Hello. Thank you for calling dtac call center. This is Sudatip Sangsueb speaking. How may I help you?” Many dtac customers may be familiar with this greeting phrase from the call center team who works tirelessly to ensure best customer service experience 24/7. But behind their beautiful and soothing voices, most of the time they are working under pressure. dtacblog spoke with Sudatip Sangsueb from the dtac customer service team to find out more about her two-decade journey at dtac, her customer service philosophy, and post-pandemic challenges call center agents encounter. A former aquatic science student Ms. Sudatip studied aquatic science in college. After her graduation, she came across a job ad for a customer service position at dtac, and she decided to give it a try. She has been working at dtac ever since. During the recruitment process for customer service agents, candidates must go through a round of pre-employment screening where interviews are being conducted via a phone call to assess their aptitude and communication skills. Once they are hired, the new recruits will receive about 100 hours of training to learn more about the company’s products and services: price plans, billing systems, network technology and more. This…

Meet the people behind dtac’s support for the vaccination rollout

The COVID-19 outbreak in Thailand is again at its peak, with the number of daily new infections regularly breaking new records. The major challenge for Thailand is thus to achieve herd immunity with a mass vaccination campaign. The Bang Sue Grand Station is the biggest vaccination center in Thailand. Operating under the Medical Services Department’s supervision, the vaccination center opened on May 24, 2021, for trials and began welcoming the public on June 7. The Central Vaccination Center has so far administered about 1 million doses of COVID-19 vaccines. dtac joined hands with other mobile operators, AIS, True and NT, in supporting the government’s mass vaccination campaign at the Bang Sue Grand Central Station, by supporting vaccination registrations and welcoming customers on-site, as per the process laid out by the health authorities. dtac opened its first round of registration to customers on May 27 on www.dtac.co.th and the dtac app. The platforms were well received, with users describing them as stable and friendly. To understand what happened next, dtacblog spoke with Sureerat Suwathawornsakul, who leads of dtac’s vaccination project. She shared the challenges the team encountered and the inspiration behind this mission to support Thailand’s fight against COVID-19. Supporting Thailand’s…

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