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The Instagram theory of customer centricity

The Instagram theory of customer centricity

Some Instagram accounts are mainly for selfies or to document food. For Raewat Tankittiyakorn, Head of Channel Strategy and Partnership at dtac, he also see his Instagram account @raytomorrow as a way to better understand customers, in addition to a photography travel diary. What inspired you to use Instagram? In late 2016, I was studying the topic of customer’s digital adoption. I found a lot of theories out there, but I also wanted a direct experience. I figured it’s probably time to give it a try by myself. In fact, I don’t like using social media sites due to my privacy concerns. For Instagram, it provides some technical functions that can protect one's identity. What have you learned from your use of the platform? Instagrammers have positive attitudes with their specific interest on photos. From the day one I started using it, I realized that content was the key, and in this case, the content is an image. At that time, I used a very basic camera. But now, I use a SONY NEX-5, a mirrorless camera which can deliver more professional pictures. Once I got content, I wanted to know  how to get more engagement, which is like the…

How dtac’s sales force is adapting to the digital age

How dtac’s sales force is adapting to the digital age

Technology has changed the way people buy things, and with it, consumer expectations have changed quite a bit. Traditional hard sales strategies that rely on pressure tactics or “buy more get more” pitches no longer work in the digital age. Today, we sit with two key figures in dtac’s Sales Group: Akkapong Linpaisan, Head of Branded Sales Division and Buranis Mosqua, the newly appointed head of Partner and Hybrid Channels Division. How is dtac adapting itself to the digital era? Buranis: The sales landscape is constantly changing, fueled by the emergence of digital channels. Traditionally, the more-for-more proposition worked effectively, but it’s no longer the case. It’s just not enough to allow customers to make a purchase decision. The reality is that many people perceive that the telco industry lacks excitement and is no longer sexy. In fact, telcos are an important enabler of economic activity, accelerator of innovation and they establish markets for new products and services for the future. What is the role of physical retail in this new digital landscape? Akkapong: Sales persons need a lot of skill to be able to provide good experiences from the customer’s first touchpoint to after-sales service. Telcos are considered a service…

How dtac can better understand its customers with data science

How dtac can better understand its customers with data science

Telecoms are considered one of the most highly competitive industry. Price is no longer an effective differentiator. That’s why customer experience is what telecom companies are moving towards. A study from Analysys Mason showed that every one percent increase in telco’s Net Promoter Score results in a four percent decrease in churn. It means that brands should understand more customers individually. dtac’s SATYA project was formed with the mix of different unit employees - market insight, prepaid and postpaid market and brand communications - to identify its customer segments and find out the shared values between dtac and its customers. And that’s the first step of understanding its customers. And one of project members was Kasidis Satangmongkol, a data scientist in the customer value management division. He oversaw dtac's customer segmentation, allowing a better understanding of its 20 million customers. "Customer segmentation was conducted by both quantitative and qualitative research to measure customer attitudes and behavior. Subsequently, we brought a huge amount of collected customer data usage to match with each segment," he said. From the research, five segments were identified: Offliner They are mostly retirees residing upcountry. National TV channels and other traditional media remain their main consumption. But they still use feature phone…

Why this ex-dtac exec came back to what she calls “home”

Why this ex-dtac exec came back to what she calls “home”

“dtac is my most loved company in my life” said Tipayarat Kaewsringam, a newly appointed Chief Sales Officer, who started in her new rold on Feb 1. Although she is new with this position, but she is not new for this company. Ms.Tipayarat used to work with dtac several years ago, taking the lead in customer and people group both domestically and regionally. She also had a broad experience in consulting firms, banking and telcos and retail industry as well as setting up Telenor Myanmar. Before returning to dtac, she led the 34th branch of German wholesale retailer, Metro in Myanmar as a CEO with a key mission to establish the operation in one of the most challenging market in the globe with a variety of regulatory conditions and excessive land prices. “At Metro, I had a lot of lesson learned about business world. Retail landscape is fiercely competitive and is severely affected by digital disruption. It’s the second to none to telcos,” Ms.Tipyarat said. She also initiated the first wholesale online store model, offering anywhere and anytime shopping with home delivery in Myanmar. It was also the big shift of Metro retailing from cash-to-carry to a wholesale online store…