True Corporation plans to consolidate the loyalty programmes of the existing True and Total Access Communication (DTAC) brands into a single scheme next year to improve consumers' experiences and strengthen customer relationship management (CRM).
According to Sanpichit Eamcherangkul, head of the CRM and reward division at True, the company mainly provides privileges and loyalty programmes through its TrueID platform, grouping clients into True red cards and black cards.
The DTAC brand provides customer privileges through the DTAC app, which groups customers as silver, gold or blue (platinum).
"True is considering merging privilege-loyalty programmes into a single scheme and platform next year for customer convenience and to strengthen the sustainable customer relationship management concept," she said.
Mrs Sanpichit said around 11.5 million True customers engage with the TrueID platform per month, while the number of DTAC customers engaging with the DTAC app is more than 8 million per month.
She said the most popular benefits for True customers to redeem are free internet access, food and beverage, entertainment, gift vouchers and shopping.
Mrs Sanpichit said the company has yet to set a final official timeline to merge the commercial brands of True and DTAC into a single brand.
She added that the commercial brands of True and DTAC could be merged into a single brand from 2026, in line with conditions set by the National Broadcasting and Telecommunications Commission (NBTC) to supervise the amalgamation of True and Total Access Communication to become the current True Corporation.
Their merger was officially completed in March 2023.
According to the NBTC, the merged entity will have to continue to serve customers under the existing True and DTAC brands for at least three years after the merger. This was one of the conditions set by the NBTC for approving the merger deal.