Bangkok--12 Feb--DTAC
Happy celebrates Valentine’s Day by introducing a unique service, “Jaidee Call Me Free” service to allow subscribers, applying to the service, to take very good care of the ones they love by paying for all the calls that their loved ones make to contact them at the rate of 1 baht per minute.
Thana Thienachariya, the Chief Commercial Officer of Total Access Communication Public Company Limited (dtac), said that this year Happy would continue to use its micro segmentation strategy to better reach and serve customers in micro segments. At the latest development, Happy is applying the strategy to its customer relationship management (CRM) implemented to take care of the users of its Jaidee services.
“Micro segmentation enables us to provide the services that not only meet the needs of customers but also suit their behaviors. Basically the Jaidee services reward customers with our own services and clearly reflect the characteristic of Happy. This results in their longstanding popularity and considerable diversification. Jaidee services reflect the CRM which retains users. Jaidee services prove to be successful with the membership which rose from 8.7 million phone numbers in mid 2009 to 9.5 million numbers early this year. This lets us expand our customer base accordingly because records show that the churn rate of Jaidee subscribers is 3 times less than that of customers in general. This fulfills our goal when we debuted Jaidee services,” Thana said.
Dr. Ketchayong Skowratananont, Head of dtac's Prepaid Business Division, said “Through data mining we see two main and interesting groups of customers matched with the new service. The first group covers 14 million pairs of customers who keep communicating with each other. The second group consists of about 6 million customers, each of whom regularly makes one-way communications to one phone number. Over 50% of calls or SMS transmissions by users in both groups are made to reach their frequently called numbers. The minutes of use (MOU) and the average revenue per user (ARPU) from them are twice as much as those from customers in general. So we launch the ‘Jaidee Call Me Free’ service to suit the behaviors of customers in these groups. We take the month of love as the good timing for the customers of Happy services to pay for all the calls that their loved ones make to reach them at the flat rate of 1 baht per minute.”
“The Happy customers who use the ‘Jaidee Call Me Free’ service can pay for calls from as many as five numbers to their Happy phone numbers. This is like the collect call service for international calls in which people can choose to pay for the specific phone calls they will receive,” Dr. Ketchayong said.
Customers can subscribe to the “Jaidee Call Me Free” service free of charge now by calling *100. They will be charged 2 baht (value-added tax included) for every change of a favorite phone number that will enjoy free calls to them. Subscribers will be charged 1 baht per minute (VAT excluded) for calls from the phone numbers that they sponsor.
The most popular service of the “Jaidee” series is “Jaidee Hai Yuem” (Emergency Refill service) which records as many as 7.5 million users per month, followed by “Jaidee Chuk Choen” (Emergency Call Back service) which serves 5.2 million users per month.
Happy continuously rolls out “Jaidee” services. In 2004, it launched “Jaidee Hai Yuem”, which gives emergency call credits. In 2005, it introduced “Jaidee Plae Hai” (Translation service), the English-Thai and vice versa service for everyday conversations. In 2006, “Jaidee Chaeng Khrua Khai” (Happy Network Alert service) started. The voice service informs customers if the numbers they are calling are in the networks of dtac and Happy. Since 2007 “Jaidee Hai Oan” (Balance Transfer service) has allowed Happy subscribers to transfer call credits to other Happy users. The same year was the beginning of “Jaidee Jaek Won” (Day Give-Away service) which extends the periods of call credit validity and “Jaidee Chuk Choen” which sends short messages to receivers to call back.