This document provides information about Group 2 for an assignment, which includes 6 members identified by name and student ID number. It also includes historical background information about AIS as Thailand's first mobile service provider and its evolution over time from 1990 to 2011. Key events include becoming publicly listed in 1991, expanding services and developing new technology. The document evaluates AIS's brand positioning and strategies over this period from being product-centric to becoming more customer-centric and focused on customer experience management. It outlines AIS's vision, mission and evaluation of its brand messaging. The document provides an overview of AIS's customer relationship management approach and components like analytical, operational and collaborative functions. It describes AIS's business strategies across different areas including

1. Group 2
1. Mr.Khalid S. ID: 5339143
2. Mr.Kornchawalrat T. ID: 5339148
3. Ms.Benja S. ID: 5339241
4. Ms.Sopicha R. ID: 5339253
5. Ms.Suttiluck J. ID: 5339256
6. Mr. Yosapart T. ID: 5339259
Your
World,
Your Way

2. Historical Background
In October 1990,
AIS is The first company allowed to operate on
the GSM 900 frequency
A 20 year monopoly concession from the
Telephone Organization of Thailand
In November 5, 1991 : AIS is listed on the Stock
Exchange of Thailand.
AIS is the leader of mobile service provider with
53% of Market Share
In 1994, AIS is the first company allowed to operate
on the GSM Digital Frequency

3. Historical Background
In 1999 ;
AIS opened a new product, 1 – 2 – call.
AIS start invested on software development with
2.8 thousand million Baht to develop CRM
C-CARE Smart System was introduced a new look
in both software and hardware
In 2001 ; AIS launched a new operation name GPRS.
In 2004 ; AIS provided service base on Serenade
Program.

4. Vision / Mission
To lead and shape the communications market in
Vision Thailand through innovation, customer experience,
network and people & culture.
We commit to deliver superior and innovative
Mission services that can add value and enhance
We commit to provide our customers with best
customer experience and best network quality
We commit to drive entrepreneurial ship and
professional work culture to all our employees
We commit to enhance value for our stakeholders
and continuously dedicate to Corporate Social
Responsibility

5. Evaluation of Brand
Anytime Anywhere Everyone
“Anytime Anywhere “With You Always” “Your World,
Everyone” Your Way”
Year 1999
Year Oct. 1990 Year Nov. 2011
Strategy :
Strategy : Consumer Centric Strategy :
Product Centric / Consumer Centric
Marketing Centric Focus on :
Customer Relationship Focus on :
Management (CRM) Customer Experience
Focus on : Management (CEM)
Create Brand Loyalty
Network Quality Start to Be “Customer
Quality of Service Be Differentiate Engagement (CE)”

6. Evaluation of Strategy
CE
Customer
Engagement
CEM
Customer
Emotional
Attachment
Experience
CRM Positive
Experience
Positive
Experience
Product Relationship
Right offerings Right offerings
Right offerings
Centric For different For different
customers
For different
customers
Production customers
Foundation Providing Foundation Providing Foundation Providing Foundation Providing
/ Network Quality / Network Quality / Network Quality / Network Quality
1990 1999 2004 2011

7. Meaning of New Brand
more connected to their close
A smile symbol in a warm ones.
green gradient color which be inspired to build the future
carriers a sense of dynamic in their own unique ways.
energy for infinite change, professional service quality
creativity and friendliness. and mindset.
enriched customer insight
Slogan of Your
Newest World,
Nong Aoon Jai, Campaign
Your
Master Mascot
Way

8. Brand Positioning
For For For For
White Collar Basic Phone
Light User Teenagers
Office Worker User

9. Product Line
Post Pre
Paid Paid
Unlimited Social Network
Smart World
Net SIM

10. Basement of CRM
Customer Relationship Management
(CRM)
Customer Relationship
Retention
Pre Post
Paid Paid

11. CRM Framework
• How to use Data to Analysis for finding the pattern.
• Customer Insight  Data Mining / Predictive
Modeling
Analytical • Data mining  CRM  Customer Life Time Value
• Interface to customer, employee have empowerment to manage with
each customer. All staff must have train by HR.
Operational • Such as Call Center , Outlet , and retail shop (ie. TeleWiz)
• How to communicate, such as Short Msg., Personal Email, Personal
Website.
• After Analytical, we might know the customer pattern, AIS will do
Collaborative communication on different style with different people.

12. 5 Fundamental Functions
Network
Quality
Variety of Service
Products &
Services Excellence
Corporate
Social
Responsibility Privileges
(CSR)

13. Business Strategy (EcoSystem)
To help customer use in order To create superior customer experience
to build good experience when and educate for future 3G technology. It is
use AIS service. Now AIS Device about innovation and best – in – class
launched “eService” to let user mobile devices including mobile phone,
access their usage information tablet PC, data cards, etc.
and customize.
To support the fast
growth of non –
Customer Content voice, such as news
Assistance Provider centers, music
Networks houses, and
magazine publishers
To provide exceptional
experience to customer To serve the sophisticated
for exclusive and well – Business Solution corporate customer with
round privileges. Such as specific requirement
Special Discount /
Alliance Partner because AIS works to tailor
Special Offers. solutions for each customer.

14. CRM Component of AIS
Organization Implementation
Technology (How To)
Culture
CRM

15. Knowledge
Skill Attitude
Career
Reward & Knowledge
Recognition Management
Staff
(Competency)
Performance Coaching &
Management Monitoring
Feedback
Culture

17. Top Executive
Executive Development Program Management
- RLA (Regional Leadership in Action)
- Able to Leadership, Coaching & Development,
Individual Performance, Analysis, Dynamic
Environment, Organization Knowledge.
High
Second Line Management
- Leadership Greatness: Great leader, Great Flyer
team, Great result. Good Kill on IDP
- Able to do team
work, Leadership, Empowerment, Communicatio
Management &
n, Analysis, Open / Reflective, Effective
Enforcing. Professional
pool
Talent Development Program
- Personal Attributes (Service Development
Center)
- Competency 21 (Competency Based
Development)
- Able to Teamwork, Self –
Talent Pool
Acceptance, Diplomatic, Warmth/Empathy, Wan
t Challenge, Self – Motivated, Integrity.

18. Negotiation Skill
Application Day
Managing Save Team
Sale & Service Skill
Quality Management 1-2
Inbound Sale Excellence
Customer Personality Analysis
CEM-CRM Skill for Frontline/CCR
The AIS Way for Frontline Service

19. Forward Looking
Accountability
Service-Mind
Teamwork
Meritocracy
Openness
Vision Focus
Initiatives and Improvement
Non-Bureaucracy
Guard-against Irrationality

20. Performance Diagnosis Question Guide
Analysis by BU Head, Line and HR
Analysis by PPGA (Performance & Potential Grid Analysis)
Situation/Task, Action and result
My Development Plan
Improve Area: Knowledge, Skill, Behavior and Attitude
Method: Training, Reading, Group Learning, Job
Assignment, Job Rotation, Coaching, Monitoring, Peers
Feedback, Group Counseling, Mind set and Change
Believe.

21. Performance
Excellence Follow up
Performance
Improvement
(30 days)
No Improvement Show Improvement
Continue Performance
Take Action Improvement and
Monthly Monitor
(60 days)

22. CRM software that developed by AIS. Using of high technology
to analyzing and planning to develop the software
Convergys Oracle Siebel
Imported from England, Developed by Siebel System
Specialist on Billing System for Company name “SIEBEL 7”
Telecommunication Industry Specialist on CRM, DRM, S & M
C – Care
Smart System
Mediation Device Integrate the system
Engineering software from Accenture Company develop
Comptel Company in Finland. System Integration (SI) under
Medium between telephone concept of Three Party Relation
exchange and billing system are related between Software, AIS
and Accenture

23. Capable to calculate the expense by
Convergys promotions and by usage of the customers
Imported from England,
The application function can be customized
Specialist on Billing System for
Telecommunication Industry by customers data which customers can
design their own invoice
Combination and separation of billing such
Advantages as combine bills of registered number under
Flexible the same company or separately pay by
Reduce paper work deducting 1000 BHT from the account if it is
over the amount, can be billed by issue the
Convenient
bill
Fast
Variety payment Customers can choose their own billing date
method Separate of payment method by customer
desirable

24. Analyzing of customer’s data and Oracle Siebel
customer behavior Developed by Siebel System
Company name “SIEBEL 7”
Analyzing of sale dealer and marketing Specialist on CRM, DRM, S & M
AIS use three sets of software from
SIEBEL to implement in analyzing data Advantages
Partner/Dealer Relationship Just – in – Time, no need
Management to stock inventory
Easy to use
Customer Relationship Convenience to recall
Management the data
Help to analyze and set
Sale & Marketing
up the new promotion.

25. Translate code to enable both side understanding
Advantages
Generate calculation for billing system
Flexible
Enable capability to collect data in term of Non
Convenience
Voice such as Data Service into the system
Easy to Adjust or
Support 2G, 2.5G, 3G, and higher technologies
upgrade to
support with the Compatible with collecting system both Pre-paid
new system and Post-paid
Able to manage with Credit Card data, no need to
request Credit Card Data from customer in the
Mediation Device other time.
Engineering software from Modern and high efficiency of customer database
Comptel Company in Finland. Unlimited monitoring from monitors
Medium between telephone
exchange and billing system Easily enhance and install new unit and details of
software without effecting to marketing plan

26. Advantages
Integrator of three components Easy to manage on
in System Integration (SI) there Customer’s Profile
are Three Party Relation; Capability to do
customer
AIS segmentation
Accenture Able to apply to
Software Parts CRM Process.
(Convergys, Siebel, Comptel)
After Training Accenture Co. Integrate the system
will leave, just only AIS have to Accenture Company develop
run on the SI. System Integration (SI) under
concept of Three Party
Relation are related between
Software, AIS and Accenture

27. Oracle Channel Management Applications
Oracle Marketing Applications
Oracle Order Management Applications
Oracle Sales Applications
Oracle Service Applications

28. eCommunication eChannel Details
Module Module
1. APM 1. APM Changing on Customer’s Information
2. OM 2. OM Creative the Order and other Business
Process
3. INV 3. INV Managing on SIM, Mobile No., Handset
4. S&M 4. S&M Managing on Campaign, Promotion of
Product and Service
5. Billing 5. Billing Legal of Financial Statement
6. IM 6. IM Managing on Customer Relationship
7. Plug - In 7. Plug - In Integrated Old & New Systems, such as
accounting System.
8. Other Topic Such as To do list, Training

29. 1. Dealers are
monitored, classified, motivated, rewarded
and managed differently due to dealer profile
segmentation capabilities and loyalty
programs.
2. Standard services are bundled in pre-defined
SLA through the CRM solution
3. Enhance Siebel
Partner Management
solution enables
5. Service queues 4. Provides committed customer insight to
for channel channel partner SLA be extended to
partners have with system-driven channel
been alerts.
prioritized.

30. 1. Consolidation of all customer records into
single view.
2. Automatic workflow escalation service level
agreements (SLA).
3. Integrated segmentation and marketing based
on customer profiles.
4. Customer churn rate slower than before
implement system.

31. AIS create a campaign calls “AIS Plus” by using
program customer centric. It is for supporting the loyal
customer to feel more satisfaction.
Under AIS Plus, it divides segmentation to be ;
I. AIS Basic / AIS Standard – General User
II. AIS Classic – Customer who have an average
monthly charge for 600 – 1,500 THB
III. AIS Serenade – Customer who have an average
monthly charge over than 1,500 THB or being AIS
customer more than 10 years.
Under this campaign, customer will get a lot of
privilege and activities base on personal lifestyle.

33. Special For ; Those who have been AIS Customers for a minimum of 6 months with no
overdue bills and an average of the following monthly charge :
AIS Duration Average Monthly Charge
Serenade 6 Mths. – 3 Yrs. 3,000 THB
Platinum 3 – 5 Yrs. 2,700 THB
5 – 10 Yrs. 2,300 THB
Over 10 Yrs. 2,000 THB
AIS
Serenade
Gold
Duration Average Monthly Charge
6 Mths. – 3 Yrs. 1,500 THB
3 – 5 Yrs. 1,400 THB
5 – 10 Yrs. 1,300 THB
Over 10 Yrs. Everyone

36. Base on AIS Serenade Customer Group ;
CRM CEM & CE
• Exclusive Privilege • Personal Assistant
• Exclusive Service • Special Payment Channel
• AIS Serenade Club • Leisure Corner
• Help Service

37. To change the name and logo of shin is the “touch”
Intouch reflection structure changed from original
Shin highlighted specific business
telecommunication and communications but now
becomes a business group that has more diversity
by the “ touch” in the translation that cause “great”

38. Serenade Magazine is
Newest Campaign for
Smart device, such as
ipad, Android Tablet.
AIS create these
campaign about digital
magazine to support non
– voice service.
It is component for 3
main topic
1. Privilege
2. Lifestyle
3. Technology

42. AIS constancy in a regarding corporate social
responsibility to better address the sustainable.
Got a fun idea with Shin. Year 10 “enough school fit youth”
Thai literary imagination continuation project – To encourage
young people to love reading with pride in Thai language and
literary.
Activities for public benefit.
Grant, the foundation for lunch to help elderly.
Provides financial assistance for people experiencing
various public benefit.
Forest soil retain water project.

43. Sarnrak Campaign ;
“Family is the best starter to develop a good society”

44. Family support institute
Activity supporting family walk rally AIS Anada
Mahidol Scholarship Foundation.
Participating in development of Thai society
AIS build career project call center especially
for people with disabilities.
To encourage the staff to contribute to social
assistance
Activities include powerful AIS reduce global
warming.

47. Helping people who had attack from flooding

48. Indicator to successful CRM
 Increased brand loyalty
 Reduced customer churn
 Reduced costs of doing business
 Increased opportunities to cross-sell and
up sell
 Ability to target and retain profitable
customers
 Trust and mutual understanding of how
services meet

49. Indicator to successful CRM

 Increased brand loyalty

 Reduced customer churn

50. 
 Reduced
costs of
doing
business

 Increased
opportunit
ies to
cross-sell
and up sell

51. Indicator to successful CRM

 Ability to target and retain profitable customers

 Trust and mutual understanding of how services meet

52. Important Points for CRM of AIS
Everybody knows
that AIS belongs to
him, even now is
not.

53. Important Points for CRM of AIS

54. Important Points for CRM of AIS

57. http://www.gotomanager.com/news/details.aspx?id=38408
http://www.ais.co.th/faq/th/apply_serenade.html
http://www.ais.co.th/index.html
http://investor.ais.co.th/Default.aspx?mid=25
http://www.manager.co.th/Cyberbiz/View
News.aspx?NewsID=9540000076002
http://y28.wikidot.com/finding-and-discu
http://www.marketeer.co.th/inside_detai
http://www.positioningmag.com/prnews/printprnews.aspx?id=21
http://www.telecomjournal.net/index.p
794#ixzz12PZ4w2wU
hp?option=com_content&task=view&i

58. Industry Knowledge
• Business Acumen
• Business Performance Management
• Business Risk Management
• Company Knowledge, Policies, Regulations
• Wireless Communication Industry Acumen
Organization Management
• Change Management
• Empowerment
• Leadership
• Organizing & Process Improvement
• Strategic Business Planning
Personal Development
Individual Performance Management
• Analytical Skill Initiative
• Coaching and Developing Others Interpersonal Effectiveness
• Computer Literacy Problem Solving
• Decision Making Verbal Communication
• English Literacy Written Communication

59. Performance
PPGA
Low Medium High
Solid Citizen Performance Strong Performance Star Performance
H (Low Performance /High Potential) (Medium Performance/High Potential) (High Performance / High Potential)
i
g Action Required: Address root cause Action Required: Focus on performance Action Required: Stretch Assignment
h performance in sue, worthy of short term and development to prepare large role and To move up 2
investment in development opportunities long term level in 3 years
P
o Questionable Performance Solid Citizen Performance
M Strong Performance
t (Low Performance/Medium (Medium Performance/Medium
e (High Performance/Medium Potential)
e Potential) Potential)
d
n
i
t Action Required: Leave in current & job,
u Action Required: Focus on Improving continue developing skill and improving Action Required: Look for Opportunity
i Performance to display leadership in current job
m performance
a
l
Low Performance Questionable Performance Solid Citizen Performance
(Low Performance/Low Potential) (Medium Performance / Low Potential) (High Performance / Low Potential)
L
o Action Required: Consider
Action Required: Work on improving
w reassignment to more appropriate performance in current job may be
Action Required: Continue developing
position including lower or exit skills in current job is in right job
candidate for lateral move
option

60. High
C
3rd 1st
o
m
p
e
t
e
n
c
y
L
e
v
e
l 4th 2nd
Low Necessity and Important in Job High