Bangkok--Dec 15--DTAC
‘Happy’ announces the success of CRM for prepaid mobile phone
‘Happy Savings’ now achieves 1,234,567 customers within 9 months
Happy from DTAC aims to continuously enhance customer satisfaction in the year 2006 with Happy’s innovative and distinguished styles based on ‘Por Dee’ and ‘Jai Dee’ concepts. It’s now speeding up plans to further promote ‘Happy Savings’ services — the Customer Relationship Management (CRM) program that successfully breaks the record of achieving 1,234,567 prepaid customers just within nine months despite having had no mass advertisements so far. The services have been made known to targeted customers through words-of-mouth by those who learn of the services from below-the-line activities. To prepare for obviously intensifying competition next year, the company is currently streamlining the operations of marketing team as well as planning aggressive and proactive marketing strategies to make customers countrywide smile even more happily.
Mr Sigve Brekke, the Chief Executive Officer of Total Access Communication Plc, says the marketing strategies for the year 2006 will be as clear-cut as 2005 and will still be based on ‘Por Dee’ concept and ‘Jai Dee’ characteristics of Happy. For next year, DTAC will be more prepared in expanding the market share and maintaining customer base, due to its huge success from this year’s CRM program. ‘Happy Savings’ has currently recorded more than a million customers after the unveiling of services nine months ago. The CRM operation helps prevent churn rate by 65%, meanwhile, the Average Revenue Per Unit (ARPU) has increased by 40%. At present, there are 1,234,567 customers applying for ‘Happy Savings’ services. With strong customer feedback, the company is now planning to further promote ‘Happy Savings’ services to the public awareness. A wide range of public relations activities, print media and mass advertisements are being planned and it targets to achieve a total of 3 million customers by the end of next year.
Mr Thana Thienachariya, DTAC’s Chief Commercial Officer, says in order to maintain existing customer base more effectively, it is planning to offer additional services especially for heavy users, who will be segmented into a separate group and they will be offered exclusively extra services apart from the services that they’ve already had. Mr Thana believes that ‘Happy Savings’ CRM program will remain one of Happy’s strong selling points for next year.
The goals that Happy aims to achieve next year are to always keep customers and dealers happy, be the most popular prepaid mobile phone service of the year 2006, be the most preferred service provider for dealers and customers, provide the most distinguished and innovative prepaid services, and to have more shares in the new markets. To achieve these goals, it will be focusing on human resources, especially the marketing team, who will have to promote the services to public awareness. The seven executive members will spearhead in the promotional and marketing activities in order to boost the recognition of Happy into the wider public awareness.
Customers can apply for ‘Happy Savings’ by pressing *1020 from mobile phone and provide some personal information to the call center staff, then they will get a saving account that looks like a bank saving account book along with the following benefits:
* Happy will add up extra credit of 100 baht to customers every three months, making a total value of extra credit of 400 baht per year.
* Every member will be given a free ‘SIM Guard’; free new Sim card in case of lost.
* Member who stays for 1 month will receive Birthday Bonus, a bonus of doubling airtime credit when they refill the card on their birthday, along with a birthday card.
* The first 1 million members free SMS during a specified period.
* Free Ring4U service for the 1st month
* Get the discount when buying any Happy’s premium collection products during promotional period
* Privileges will also be given to heavy users including a discount from restaurant and retail shops joining the scheme, and get the privileges to buy Nokia handsets with special interest rates.
Click for photo release at www.thaipr.net End.