The document evaluates the brand strategy of a telecommunications company over several years from 1990 to 2011. It traces the evolution from a product-centric strategy focused on network quality in 1990 to a more customer-centric strategy focused on customer relationship management in 1999 and customer experience management by 2011. The strategies shifted from providing right offerings for customers to creating positive customer experiences and emotional attachments.

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

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

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

7. Business Strategy (Eco System)
Networks
Device
Content
Provider
Solution
Partner
Business
Alliance
Customer
Assistance
To help customer use in order
To build good experience when
Use AIS service. Now AIS
Launched “eService” to let user
Access their usage information
And customize.
To provide exceptional
Experience to customer
For exclusive and well-
Round privileges. Such as
Special Discount / Special Offers.
To create superior customer experience
And educate for future 3G technology. It is
About innovation and best – in – class
Mobile devices including mobile phone,
Tablet PC, data cards, etc.
To support the fast
Growth of non-voice,
Such as news center,
Music houses, and
Magazine publishers
To serve the sophisticated
Corporate customer with
Specific requirement
Because AIS works to tailor
Solutions for each customer.

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