Advanced Info Service (AIS), the leading mobile operator by subscribers, aims to turn its myAIS app into a super app to serve the digital lifestyle of members by year-end.
The upgraded version is scheduled for release in June, offering more engagement channels for customer personalisation and embedded entertainment materials, games and other privileges.
The app is usually used to check phone bills, packages and other privileges.
The move supports the company's project to create a new digital platform catering to individuals and corporations to rival foreign over-the-top (OTT) platforms.
The new platform is set to be developed in early 2021.
Bussaya Satirapipatkul, head of customer and service management at AIS, said in the wake of the pandemic, Thais have changed their way of life.
"The most obvious signs are working from home, food deliveries, online shopping and digital transactions, which have increased exponentially in the past two months," she said.
The number of users engaging in digital services via myAIS have scaled up dramatically since the government announced the lockdown on March 22, with bill payment and topping up surging more than 200%, said Mrs Bussaya.
On April 10, the government allowed mobile users to apply for 10 gigabytes of free internet data and AIS joined the assistance scheme.
During the period, myAIS users reached a record high of 1 million a day.
CHATBOT IN MOTION
She said the myAIS app with artificial intelligence (AI) chatbot Ask Aunjai was rolled out in 2017 and continuously improved in terms of service, concept and strategy.
The monthly average of new users for the myAIS app during the lockdown was 580,000, up 72% from 340,000 in 2019, while top-up bill payment surged 200%.
By 2019, 14 million AIS subscribers had downloaded the app.
There are 5.5 million active users per month, up 28.5% from last year.
By the end of 2020, AIS aims to have 10 million active users per month.
Usage of the Ask Aunjai chatbot during the lockdown increased 200% from average monthly usage last year.
The chatbot can provide 90% of customer service tasks, said Mrs Bussaya.
The accuracy rate is up to 83% with customer satisfaction of 92.5%, a lot higher than the global standard of 62%, she said.
ONLINE SERVICES
Over the past two months of the lockdown, many AIS employees, especially call centre staff, adjusted to working from home.
Mrs Bussaya said employees can provide the same solutions to customers working from home.
AIS shop staff have adapted by providing online services via new channels, she said.
"It is not easy to transform all customer service processes completely within only two weeks, but we did it," said Mrs Bussaya.