True Group Invests 2 Billion Baht to Upgrade Its Customer Service To Realize #True No. 1 Best in Service# Unveiling #MARI# Thailands First Speech Recognition Service

Telecommunication Press Releases Monday December 1, 2014 11:18
กรุงเทพฯ--1 ธ.ค.--Aziam Burson-Marsteller

True Group invested more than 2 billion baht on enhancing its customer service solutions in order to reach the highest level of client satisfaction. Recently, it launched the "MARI Speech Recognition Service," which is the latest speech recognition technology available. The first phase of the MARI implementation is to do call routing and billing enquiry services. The system is already in service at the TrueMove H Care 1331 call center and exclusively available for TrueMove H postpaid customers. However, the plan is to make it available for True Visions and True Online in the near future.

Mr. Suphachai Chearavanont, President and CEO of True Corporation Plc said, "With our strong determination to be the number 1 in customer services, True Group has developed its communication platforms, devices, technologies, networks as well as products and services to fulfill Thai people’s lifestyles. These include our key priorities to maximize customer satisfaction, create impression and deliver unparalleled customer experiences through our integrated customer services. True Group has allocated a budget of about Baht 2 billion during 2012-2016 to develop a full-range of services that focus on innovation, convenience and speed. We are also the first and only company in Thailand that was earlier this year certified with the COPC CSP global standard from the Customer Operation Performance Center for our call center.”

“True Group also uses cutting-edge technology adopted by leading global enterprises to analyze customer behaviors in order to develop services that go beyond customers’ expectations at all touch points. Moreover, when it comes to services, we want to bring our clients new levels of customer experiences as we continue to launch new service solutions that enable our clients to easily access information and answers around the clock. Today, we are proud to present MARI, our new call center staff that was developed by Voice Command Technology with Intelligent Call Routing functionality. As Thailand’s first Automatic Speech Recognition (ASR) and Natural Language Understanding Free Speech service, MARI is expected to definitely set the benchmark for all other call centers in Thailand soon."

Mr. Carl Goodier, Group Chief Customer Service Officer at True Corporation Plc said, “We are pleased to introduce our new call center staff called “MARI,” who will assist our TrueMove H postpaid customers, representing over 23.4 million subscribers. Currently, MARI can do Call Routing and Bill Enquiry functions, all you have to do is just tell MARI what you want and she can transfer the call to the appropriate staff instantly. We will improve her capability to do Promotional Enquiry and other functions in the next release. MARI delivers recognition accuracy even as it encourages natural, human-like conversations, which creates more satisfying interactions with our customers. Recently, MARI has been used in our latest pilot project starting last March and it overwhelmingly gained positive responses from customers, 94% for accuracy and 92% for satisfaction. In addition, customers' satisfaction with the Interactive Voice Response (IVR) system increased by 40%.”

The True customer service strategic plan has 3 levels: Level 1: Housekeeping - that is the general services such as providing information and follow-up, at this level True is the first company to receive the COPC CSP Certification. Level 2: Personalized Care, True continues to invest in creating a new Convergent CRM system, and Level 3: Wow Delights that will differentiate from our competitors and enhance satisfaction of our clients together by providing innovations, for instance, MARI, the latest innovative service developed by True."

There are also current implementations of other initiatives including the brand new iService which is the best self-service application, True Money Kiosk which facilitates topping up credit by entering the phone number registered with True Money, True SMS Smart Survey that can follow up and evaluate customers' satisfaction together with the CRM System. Achieving COPC CSP standard certification clearly indicates the quality of TrueMove H and True Online Call Centers. All of this reinforced True’s commitment to offer the best experience and portray the brand image as "True No. 1 Best in Service”.

For more information, please contact
(media enquiries only):
(217) 26/11/2014
Corporate Communications & Marketing PR - True Group

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