Bangkok--28 Nov--PC & Associates Consulting
Thailand’s largest cellular operator, Advanced Info Service Public Company Limited (AIS), is deriving significant business benefits from its successful deployment of Oracle’s Siebel Customer Relationship Management (CRM) applications. The success of this customer care project has also led to AIS being honoured as a global finalist for the “Excellence in Enterprise CRM” category of Gartner’s CRM Summit held in Chicago recently.
“The global recognition that AIS has received from Gartner validates the benefits that we have derived from Siebel CRM in enabling us to strengthen customer care and loyalty, as well as drive strong business growth,” said Arpattra Sringkarrinkul, Executive vice president of solutions, AIS. “This announcement marks a significant milestone in our partnership with Oracle and our ongoing commitment to deliver superior services and exceptional experiences for customers in Thailand,”
“In the hyper-competitive mobile communications market characterized by high churn and strong pricing pressures, AIS is successfully using CRM as a business strategy to drive sustainable competitive advantage and long-term revenues built around strong customer relationships and the ability to leverage customer profiles for innovative marketing campaigns,” said Norbert Kiss, general manager, Customer Relationship Management, ASEAN at Oracle Corporation Asia Pacific Division.
Strengthening Market Leadership and Driving Sustainable Growth through Proactive Customer Service Realising that a proactive customer service approach is key to enhancing competitiveness and expanding market share, AIS worked with Oracle to shift from a transaction-based customer service model to a solution-based model that would see CRM being used in every aspect of its customer lifecycle.
Today, there are more than 4,000 Oracle Siebel CRM users at AIS across its internal and distributor network. Leveraging on Siebel Communications for Mobile Carriers — an industry-specific version of Oracle’s Siebel Applications — AIS is able to coordinate and roll-out customer-focused processes across its offices and dealer networks throughout Thailand, track and analyse changes in customer behaviour, and proactively deliver more targeted services to meet the needs and expectations of its different customer segments.
“This proactive solution-based model is proving effective,” said Sringkarrinkul. “By using Oracle Siebel CRM, AIS has managed to reduce customer churn to 50 percent below the industry average and grow its non-voice revenues significantly. AIS has established a dominant market leadership with 50 percent share of Thailand’s cellular market and has twice as many customers as its nearest competitor.”
Prior to deploying Oracle’s Siebel CRM, AIS relied on disconnected manual systems and databases that resided with disparate customer interaction channels including call centres, branch offices, retail outlets, dealerships and on the website. Today, all of the customer information and interactions for AIS’ 18 million pre-paid and post-paid subscribers have been centralised to provide a single view of the customer.
With the adoption of Oracle’s Siebel CRM, AIS has been able to streamline sales and service processes, accelerate accurate decision-making, enhance productivity, improve customer responsiveness and ultimately improve the customer experience and retention. Management of its dealer network has also improved considerably as partners can receive information in a consistent and timely manner, allowing consistent service delivery as well as accelerated time-to-market of new services and promotions. In turn, AIS can quickly extend coverage to areas where it may not have a direct presence, and effectively monitor and assess dealer performance through the system.
AIS’ deployment of Oracle’s Siebel CRM was recently honored in the Gartner CRM Excellence Awards as a finalist for the “Excellence in Enterprise CRM” award category. AIS was selected based on its exceptional performance and results generated from the implementation and execution of the Oracle Siebel CRM initiative that spanned multiple functions of the organization, to deliver a dramatically improved customer experience, powering growth in both revenue and the customer base.
About Advanced Info Service (AIS) Public Company Limited
Advanced Info Service Public Company Limited (AIS), a subsidiary of Shin Corporation PCL., is the established leader in Thailand’s wireless communications industry after more than 15 years of services with its market share more than 50%.
To date, AIS service network covers 795 districts (amphur) throughout Thailand, plus international roaming across in six continents. AIS has continuously enhanced and expanded its network in order to respond to the market and technological advances, whilst keeping abreast of consumers’ growing demands and needs. It continues to integrate the latest in advanced technology and deliver more than just voice communication, with GPRS and EDGE technology.
AIS strongly believe that wireless communications bring changes to the way Thai people live their life, regardless of who they are and what they do. With endless communications possibilities, the quality of life is better. Visit our web site at www.ais.co.th
About Oracle
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