SET-listed telecom operator True Corporation is gearing up to seek more business partners to participate in its TruePoints loyalty programme to drive customer engagement and pursue growth.
The company's TrueYou privilege programme is aimed at creating customer satisfaction and boosting their engagement, including enabling users to redeem TruePoints for discounts.
TrueYou has used data intelligence that analyses customer behaviour and produces "hyper-personalisation" propositions that suit their lifestyles which can be used virtually, the firm said.
According to True, the number of occasions people have redeemed TruePoints on the TrueID app has surpassed 200 million a year.
The company has launched a "1 TruePoint" strategy, which allows customers to use only a single point for a discount on products and services provided by business partners and its own business.
"TruePoint is regarded as an important tool to create a lasting bond with our customers," said Tanaphon Manavutiveth, co-group chief commercial officer of True.
The firm has data intelligence to conduct in-depth analysis to understand customers' personal characteristics such as mobile usage behaviour, content viewing on TrueID app, customers' interests on websites, merchandise locations, redeeming locations, repeated use of privileges and number of redeemed privileges via various channels, Mr Tanaphon said.
"TrueYou has used a unique value proposition to create distinguished selling points that are personalised to a common customer group but might have different preferences," he added.
Sanpichit Eamcherangkul, co-head of customer relationship management at True, said all selected privileges must ensure customer satisfaction.
Over the past year, TrueYou has created value to its customers worth over 1.4 billion baht through TruePoints redemptions at leading shops nationwide including 7-Eleven, Makro and Lotus's stores.
"TrueYou is determined to maintain great relationships with our leading business partners, while continuously looking for new allies as well as new propositions that suit the needs of our valued customers of all lifestyles in this digital era," said Ms Sanpichit.
TrueYou recently launched the "Dining+Shopping with TruePoint" campaign, featuring actress Pimchanok "Baifern" Luevisadpaibul through a TV commercial by focusing on four major benefits of TruePoints.
First, one TruePoint can be redeemed at any eligible outlet including 7-Eleven, Makro and Lotus's stores nationwide, and with partner restaurants and shops.
Second, TruePoints can also be redeemed at more than 100 add-on mobile service packages. True will also offer free services every month, including mobile and broadband internet packages, or free social media internet packages.
Third, customers can spend TruePoints daily in a lucky draw for prizes, such as gold, mobile phones and limited exclusive items.
Fourth, TruePoints can be earned easily, including by logging in or viewing content on the TrueID application and by scanning True Shops' signage nationwide.
