Bangkok--13 Jul--DTAC
Happy promotes its “Jaidee Services” as the most important element of its CRM to woo the hearts of the public, introducing its latest Jaidee Service, “Jaidee — Wrong Call Refund Service”
Happy makes a bold move to keep its customer base with an unconventional customer relationship management (CRM) effort under the concept of “Jaidee Services — Just to give” which promotes itself as a “Jaidee”, or generous, mobile phone operator that understands the demands of customers and thus efficiently retains its customer base. In the latest development, Happy launches the new Jaidee Service, “Jaidee — Wrong Call Refund Service”, to offer refunds to the customers who have dialed wrong numbers of any network. To be eligible to the privilege, customers only press *100 after they phoned a wrong number.
Mr. Thana Thienachariya, dtac’s Chief Commercial Officer, says that as the mobile phone business is approaching its saturation, it is essential to please customers to keep them being subscribers and using their phones.
“To please the large amount of customers whose number exceeds 18 million needs the services that meet the demands of most customers. Happy has developed its unique ways to keep its customer base (churn management), which at the same time, reflect its characteristic of “Jaidee” (generosity). We have developed services based on generosity particularly to guarantee our services perfectly please and are accessible to all the 18 million customers,” Mr. Thana says.
Dr. Ketchayong Skowratananont, Head of dtac's Happy Business Division, says that this year the mobile phone industry sees fierce competition in CRM. Happy is “Jaidee” (generous) and humble and has its own ways of CRM to endear itself to customers and keep their subscription in the long run. “Jaidee Services” have been launched continuously and been seriously developed to be really helpful for customers. The latest Jaidee Service is “Jaidee — Wrong Call Refund Service” to offer refunds to the customers who dial wrong numbers.
“I believe that everyone has ever dialed wrong numbers. We not only fail to reach the one whom we’d like to talk to but also are charged for calling wrong numbers. Happy, as the ‘Jaidee’ brand, therefore launches the ‘Jaidee — Wrong Call Refund Service’ to offer refunds to the customers who have called wrong numbers of any network, including landline numbers. Customers just dial *100 after phoning a wrong number and the system will make the refund within 24 hours. For customers’ conveniences to reach Jaidee Services, all Happy SIM cards will contain the numbers of Jaidee Services in their phonebook in the near future so that customers can reach such services in on time,” Dr. Ketchayong says.
“Jaidee — wrong dial, no pay” offers refunds to the customers whose wrong phone calls last no longer than 1 minute each and who dial wrong numbers not over 2 times per month. Customers just hang up and dial *100 within 1 hour. Postpaid customers can also use the service by dialing *1011.
Since the prepaid rebranding and the launch of “Happy” in May 2003, Happy has been rolling out its “Jaidee Services”. In 2004, it introduced the “Jaidee Hai Yuem” (emergency refill) service that lends emergency call credits to the customers whose call credits are running out. In 2005, it launched the “Jaidee Plae Hai” (translation) service that offers Thai/English translation service for everyday conversations. In 2006, it introduced the “Jaidee Jang Kruakhai” (dtac number alert) service to inform customers verbally when the numbers they are calling belong to the network of dtac and Happy. In 2007, it launched the “Jaidee Hai Oan” (balance transfer) service which enables customers to transfer call credits to Happy phone numbers. In the same year, it also introduced the “Jaidee Jaek Won” (day giveaway) service that extends the duration of call credit validity and the “Jaidee Chuk Choen” (emergency call back) service which sends short messages to ask other phone users to call back. So far, as many as 8.7 million customers have used “Jaidee Services”. In other words, “Jaidee Services” are used by at least 86 million times per month. Apart from “Jaidee Services”, there is also the “Happy Bank” service which offers call credit bonuses to the customers whose phone uses continue for a certain extent. Call credit bonuses are also given as birthday gifts to the customers refill their call credits on their birthday anniversaries. In this case, their refilled call credits will be doubled. Happy customers are also guaranteed that they will receive SIM card replacements for their old phone numbers when their old SIM cards are lost. Today Happy has deployed 1,000 CRM Van staff members to meet some 100,000 customers every day.