AIS rolls out B2.8bn digital customer service concept

Ms Bussaya with some of the Alex service robots planned for AIS shops later this year.

The largest mobile operator Advanced Info Service (AIS) plans to spend 2.8 billion baht this year to upgrade customer service management under the concept "digitisation plus human touch".

The concept is designed to increase the speed, convenience, and security of personal information through four core categories of customer relationship management (CRM): full e-services; facial recognition; voice command in Thai via Google assistant; and services for elderly customers.

Bussaya Satirapipatkul, executive vice-president of customer service management for AIS, said customer behaviour has changed significantly over the years. AIS's post-paid customers have increased significantly and many enjoy adopting innovative technology.

AIS has total 40 million subscribers, of which 80% are pre-paid and 20% post-paid subscribers. The proportion of post-paid customers has increased from 15% in 2017.

Ms Bussaya said the number of customers using the myAIS application for innovative services has reached 15 million times per month, increasing from 10 million times in 2017.

The increasing figure reflected growing tech adoption. AIS aims to double myAIS users to 30 million per month by the end of this year, driven by its latest customer services.

The e-services are meant to make customer transactions easier, such as viewing statement summaries, making payments and getting receipts online instantly via the myAIS application, she said.

Ms Bussaya said use of facial recognition systems when customers register for new numbers will drastically reduce fear of data breaches.

The service will be available in every channel over 20,000 access points across the country, including AIS shops, AIS Telewiz and AIS Buddy.

AIS has partnered with Google to co-develop Action on Google using Google Assistant platform featuring voice command in Thai, a first in Southeast Asia.

Customers can access myAIS and AIS Play instantly using voice commands in Thai. The service will be available at the end of this month.

AIS is developing Alex, an innovative robot service equipped with artificial intelligence, in response to customer's inquiries on product and service information. Six Alex robots will be in AIS shops by this year.

The company also provides special assistance for digitally-inquisitive elderly customers.

AIS introduces Alex, an innovative robot service equipped with artificial intelligence (AI), in response to customer's inquiries on product and service information. Alexes will be ready to bring digital experiences to customers at AIS Shop very soon.