Bangkok, October 30th 2024 – True Corporation has achieved a major milestone by winning the Gold Award in the Technology Innovation category at the Contact Center Asia Pacific Awards 2024 (CC-APAC), held in Singapore. This accomplishment reaffirms True’s success in leveraging cutting-edge technology to enhance customer service through the comprehensive integration of AI and Machine Learning in its customer service centers. The implementation of these technologies not only minimizes operational errors but also ensures robust protection of customers’ personal data. The AI system developed by True can accurately analyze customer behavior, enabling personalized service recommendations that enhance the speed and precision of support. Additionally, True has introduced Mari Chat (Chat with Mari), a feature of the Mari AI platform, to meet customer needs 24 hours. It offers seamless assistance with recommendations, troubleshooting, and service information at any time. This innovation positions True not just as a typical contact center but as an “intelligent assistant” that is always by the customer’s side.
Dr. Nopsaran Thuethongchai, Head of Call Center Division at True Corporation, stated, “This award reflects True’s vision of continuous improvement and our commitment to leveraging advanced technologies to provide superior services, ensuring that customers receive an exceptional experience every time they engage with us. The integration of AI, Big Data, and in-depth analytics allows us to respond to customer needs with greater precision and speed. This is not just about improving efficiency but about building sustainable relationships with our customers. True’s customer service centers go beyond addressing general inquiries by offering personalized experiences, utilizing insights drawn from customer interactions. Our team of experts is prepared to handle everything from minor questions to the most complex issues. Winning the Gold Award is a testament to our leadership in customer service innovation and our ability to excel at the Asia-Pacific level. This achievement confirms that True is not only a technology leader but also a customer-centric organization dedicated to fostering trust and building enduring relationships with our customers.”
Organizations eligible to participate in the Contact Center Asia Pacific Awards 2023 must have previously won a Gold Award from their national Contact Center Association. The awards are divided into five categories: 1. Contact Center Operation 2. Business Contribution 3. Customer Experience 4. Employee Engagement and 5. Technology Innovation. True received the Gold Award from the Thai Contact Center Trade Association (TCCTA) in the category of “The Best Technology Innovation Contact Center.”