AIS spending B2bn for Serenade growth

AIS spending B2bn for Serenade growth

Ms Bussaya says data analytics helps AIS track customer preferences.
Ms Bussaya says data analytics helps AIS track customer preferences.

Advanced Info Service (AIS) plans to spend over 2 billion baht this year on customer retention strategies as the country's largest mobile operator hopes to grow user numbers for its privilege rewards programme by 6% in 2019.

The company plans to divide the spending evenly on its services and privilege campaigns.

AIS hopes to grow its privilege programme, Serenade, from 5.2 million to 5.5 million users, a 6% increase year-on-year, said Bussaya Satirapipatkul, head of customer and services management at AIS, on the 15th anniversary of its Serenade programme.

Ms Bussaya said the launch of AIS Serenade Club at Central Chidlom in 2004 marked the beginning of excellence in customer care programmes dedicated to improving customer services and special privileges to fit lifestyles.

The number of Serenade customers has grown consistently every year, with over 40% of Serenade users located in Bangkok and major cities across the country, with average data usage of 15GB per month, she said. Some 94% of Serenade customers use 4G smartphones.

Ms Bussaya said customer relationship management in the mobile business has become increasingly sophisticated as customers can provide instant responses.

Data analytics on customers has become critical for mobile operators as they must target increasingly segmented groups.

She said AIS has been following customers' preferences and demands through data analytics for a decade, gathering data on transactions, online behaviour and customer profiles.

The churn rate of AIS Serenade customers is around 1% per month.

Ms Bussaya said the key strengths of Serenade's success can be attributed to customer enthusiasm for quality services and offerings, and working with partners to co-create new customer experiences.

"These attributes have allowed Serenade's trademark to become top of mind in the market and the Serenade Club, reserved VIP parking, airport privileges and personal assistance to exceed other players in the market," she said.

Based on customer preferences the service offers pre-selected and distinct experiences such as personal assistance and reserved VIP parking. Exclusive deals and discounts are offered on smartphones as well as Ultimate Surprises, a monthly campaign to win popular gadgets.

The Serenade Club also hosts events for outdoor sports and business opportunities.

The programme has partnered with Wongnai, the restaurant recommendation platform, to offer food tastings and other deals.

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