TrueBusiness: Empowering Thai businesses with omni-conversational experiences

The Thai market is on the cusp of a digital revolution. TrueBusiness, Thailand’s leading mobile operator and digital infrastructure provider, is at the forefront, empowering businesses to capture the immense potential of the new digital economy.

How Lih Ren, Head of Commercial Strategy and TelcoTech Partnership at True Corporation Plc, paints a clear picture: customer expectations are skyrocketing. 

Gone are the days of single, one-way communication channels. Today’s consumers demand omnichannel experiences across various touchpoints. But that’s not enough. They crave omnichannel conversations – personalized, relevant interactions that feel natural and engaging.

“Customer expectations are evolving,” says Ren from TrueBusiness. “The way they engage businesses today as a consumer has evolved from a traditional single one-way channel to multichannel to omnichannel.”

Consumers demand more than just multichannel experiences; they crave omnichannel conversations. As Ren explains, “Customers today are not only expecting omnichannel experiences, but they are also looking at omni-conversational experiences, but yet at the same time highly relevant and personalized.”

However, meeting these heightened expectations is no easy feat.

The challenge is, with these high expectations comes the risk of frustration. Irrelevant communication leads to disconnects and lost opportunities. Businesses need to be smarter, more relevant, and more engaging to win in this competitive landscape.

“There is very clear research and reports that indicate, as consumers today with the expectation of having relevant engagement, they will basically be also quite annoyed because of the fact that businesses today are sending irrelevant messages, irrelevant communication,” Ren warns.

This disconnect can lead to consumers tuning out and disengaging with brands entirely. “This has caused consumers to also shut off, to disconnect with brands,” he adds.

To thrive in this new era, businesses must embrace omni-conversational experiences. This involves leveraging technology to deliver personalized, relevant messages across multiple channels. “We equip businesses with tools and communication services that are basically able to really personalize things that matters to consumer,” says Ren.

This is where the strategic partnership between TrueBusiness and Infobip  comes in. By combining TrueBusiness’ market leadership in digital infrastructure with our conversational customer experience platform that happens to be a leader in Communications Platform as a Service (CPaaS), together, we’re providing Thai businesses with the tools they need to thrive.

The power of CPaaS lies in its ability to deliver a truly 360-degree experience. Businesses can leverage a multitude of channels – from traditional ones like SMS and Email, to cutting-edge digital channels like WhatsApp and RCS – to connect with customers where they’re most comfortable.

But CPaaS is just the foundation. We’re together unlocking the potential of next-generation technologies like generative AI to take communication to a whole new level.

By combining the power of CPaaS with advanced technologies like AI and generative AI, businesses can create truly engaging customer interactions. “I think AI, of course, has been very powerful and useful for businesses. And now we have all sorts of new technology such as generative AI,” Lehren explains.

Concurring Lehren, Johan Jensen, Regional Telecom Growth Lead, Infobip says: “AI is here to stay, and it will become a larger part of the whole CX journey. AI is a mouthful for everyone to comprehend and to interact with, which is why we at Infobip are very focused on providing secure solutions with AI.

“That means that we have dedicated prompt engineers who will ensure that the AI is not tricking answers. If the AI does not know what to answer, it will not say something that is not true.

“So, AI is definitely going to be the factor that will drive CX into the next era, but it needs to be used with care and by professionals who knows what they’re doing.”

Imagine leveraging big data and AI to personalize messages for each customer, ensuring every interaction is timely and relevant.

The possibilities are endless. From driving customer loyalty to streamlining internal processes, conversational experience solutions powered by CPaaS can be tailored to address a vast array of business needs.

Jensen says: “Infobip, being a global company means that we are interacting with thousands of enterprise clients across the globe. Now, this gives us a huge amount of data that we’re able to utilize and we’re able to localize.

“When it comes to use cases that we have now proven to work across the globe, that means that some markets are more mature than others. And that means that from mature markets, we can study these use cases.

“And then we can bring them into Thailand. That means we can propel the Thailand customer experience for the end user from the brands to a completely new level faster than anyone else can.

“And that is why we have chosen to partner up with TrueBusiness in order to bring the best in class from all around the world into Thailand and to benefit Thailand in general.”

This is more than just a service; it’s a paradigm shift. With our partnership, together TrueBusiness and Infobip are empowering businesses to embrace the changing consumer landscape, not tomorrow, but today. 

This is done by offering a comprehensive end-to-end communication solution, encompassing both infrastructure and communication as-a-service.

This partnership brings together TrueBusiness’ deep understanding of the Thai market with Infobip’s cutting-edge technology.

This partnership also helps TrueBusiness undergo a strategic transformation from a traditional telco to a tech-driven company. “As we envision ourselves to become a telco tech company, one of the key things is to look at how we provide solutions that empower businesses,” says Ren.

This shift is driven by the evolving needs of businesses and the rapid pace of technological advancement. By integrating technology into its core operations, True Business aims to offer more comprehensive and innovative solutions to its customers.

This transformation positions TrueBusiness as a strategic partner for businesses seeking to leverage technology to drive growth and efficiency.

Talking about the partnership, Jensen says: “We are bringing the best of both companies jointly with a very powerful and strategically placed solution that will be able to completely change the landscape of the Thailand customer experience.

“TrueBusiness is very good in infrastructure, core telco services and what they do. But transforming this into a techco does not mean that we or TrueBusiness need to reinvent the wheel.

“By partnering with us, Infobip is focused on one part of the business and that means that TrueBusiness can then focus on being there for their clients, being the localized partner and we are focusing on Infobip strength which is having a world class CPaaS platform.”

Ren says, “We are moving from a traditional telco model to become a telco tech model where we bring technology, we bring solutions, most importantly world class solutions into Thailand where we can really empower businesses.

“I think the key here now is how do we ensure we support and enable businesses in Thailand be it SME’s and enterprises to make sure that they can continuously stay relevant because consumers are having very high expectation in terms of how they engage with businesses.”

The synergy between TrueBusiness’ market leadership and Infobip’s platform creates an unmatched advantage. It’s not just about communication; it’s about empowering businesses to thrive in the digital age.

The potential of this partnership is immense. “So, I think in a nutshell, the opportunity is endless,” Ren concludes. By embracing omni-conversational experiences, Thai businesses can not only meet but exceed customer expectations, driving growth and success in the digital age.

This partnership between TrueBusiness and Infobip marks a significant step forward for the Thai business landscape, positioning the country at the forefront of the digital revolution.