Advanced Info Service (AIS), the country's biggest mobile operator by subscriber base, is gearing up to increase privileges for high-spending customers under its "AIS Serenade" loyalty programme to serve customers with digital lifestyles and capture new users.
The upgrade of the Serenade programme is part of a 2-billion-baht budget for AIS's customer service drive.
"Customers are returning to take part in normal life activities following the pandemic, but they remain cautious about health," said Bussaya Satirapipatkul, head of customer and service management at AIS, during a news conference.
There was a 126% increase year-on-year in the number of Thais taking trips during the first five months of this year, she said.
The use of Serenade privileges in the transport sector, for drinks and desserts, and for shopping increased by 53%, 78% and 136% respectively, during the first five months of 2022.
According to Ms Bussaya, 6 million out of 42 million total AIS users participate in the firm's Serenade programme. The contribution of high-spending users in the programme accounts for 42% of AIS's total revenue, compared with just 30% three years ago.
Serenade users have a low churn rate of only 0.6% and they use an average of nearly 30 gigabytes of data per month.
She said AIS has more than 30,000 partners in its privilege programme. The company is also connected with 400,000 shops linked with Krungthai Bank's Tung Ngern app, through which AIS customers can use AIS points for discounts.
The Tung Ngern app enables retail shops to receive e-payments, including those tied to state assistance programmes.
Ms Bussaya said by the end of this year, the number of participating shops could reach 850,000, covering convenience stores as well as Blue Flag stores, which offer goods at low prices.
In response to customer needs, AIS said Serenade members can upsize their beverage for free for seven brands at 360 shops. She said beverages are the most popular items for Serenade privilege usage, accounting for 65% of total usage.
For the travel sector, AIS is partnering with three leading online travel platforms -- Agoda, Booking and Traveloka -- which provide a discount of up to 10% under the programme.
When booking Vietjet Air tickets in Serenade, members can receive a 20% discount.
Users can also convert 5 AIS points to get a 100-baht discount at Central retail outlets.
During the pandemic, privilege usage dwindled as people spent more time at home and ordered from online food delivery platforms, said Ms Bussaya.