{"id":7629,"date":"2019-03-28T14:28:30","date_gmt":"2019-03-28T07:28:30","guid":{"rendered":"https:\/\/trueblog.info\/blog\/?p=988"},"modified":"2023-12-21T10:51:53","modified_gmt":"2023-12-21T03:51:53","slug":"how-dtac-can-better-understand-its-customers-with-data-science","status":"publish","type":"post","link":"https:\/\/www.true.th\/blog\/en\/how-dtac-can-better-understand-its-customers-with-data-science\/","title":{"rendered":"How dtac can better understand its customers with data science"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7629\" class=\"elementor elementor-7629\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ebd0b75 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ebd0b75\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1aa037\" data-id=\"1aa037\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-28fba17c elementor-widget elementor-widget-text-editor\" data-id=\"28fba17c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Telecoms are considered one of the most highly competitive industry. Price is no longer an effective differentiator. That\u2019s why customer experience is what telecom companies are moving towards. <\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A study from <em>Analysys Mason<\/em> showed that every one percent increase in telco\u2019s Net Promoter Score results in a four percent decrease in churn. It means that brands should understand more customers individually. <\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">dtac\u2019s SATYA project was formed with the mix of different unit employees &#8211; market insight, prepaid and postpaid market and brand communications &#8211; to identify its customer segments and find out the shared values between dtac and its customers. And that\u2019s the first step of understanding its customers.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And one of project members was <em>Kasidis Satangmongkol<\/em>, a data scientist\u00a0in the\u00a0customer value management division. He oversaw dtac&#8217;s customer segmentation, allowing\u00a0a better understanding of\u00a0its 20 million customers.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-1062\" src=\"https:\/\/trueblog.dtac.co.th\/blog\/wp-content\/uploads\/2019\/03\/D0014434-1.jpg\" alt=\"\" width=\"1732\" height=\"1154\" \/><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">&#8220;Customer segmentation was conducted by both quantitative and qualitative research to measure customer attitudes and behavior. Subsequently, we brought a huge amount of collected customer data usage to match with each segment,&#8221; he said.<\/span><\/p><p><span style=\"font-weight: 400;\">From the research, five segments were identified:<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">Offliner <\/span><\/i><\/li><\/ul><p><span style=\"font-weight: 400;\">They are mostly retirees residing upcountry.\u00a0National TV channels and other traditional media remain their main consumption. But they still use feature phone to communicate with their family.<\/span><\/p><ul><li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">Digital Aspirants<\/span><\/i><\/li><\/ul><p><span style=\"font-weight: 400;\">They are working class people, like street food owners, motorcycle taxi drivers and housekeepers. They find that social media is a whole new world of entertainment and spend a lot of time on Youtube. <\/span><\/p><ul><li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">Sufficient digital<\/span><\/i><\/li><\/ul><p><span style=\"font-weight: 400;\">This group of customers is similar to digital aspirants. They are rural migrant workers <\/span><span style=\"font-weight: 400;\">living in Bangkok urban upcountry. A happy simple family life is key to them. They are\u00a0concerned about life stability and financial management.<\/span><\/p><ul><li><em><span style=\"font-weight: 400;\">Give me the best <\/span><\/em><\/li><\/ul><p><span style=\"font-weight: 400;\">White collars and entrepreneurs\u00a0in this demanding group\u00a0are obsessed with success in life,\u00a0and\u00a0appreciate having a strong\u00a0sense of control. Always busy to get things done, they need\u00a0services that go\u00a0beyond the basics. <\/span><\/p><ul><li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">Mobile buddy<\/span><\/em><\/li><\/ul><div><i>\u00a0<\/i><\/div><p><span style=\"font-weight: 400;\">University students represent this segment of customers best. They are always online, which is a major source of entertainment, information and a place for self-expression.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To make data more accurate and personalized, dtac integrated market and customer insight data with technical data collected by TG, such as dropped calls and latency, leading to better understanding of customer demands. This resulted in a decrease in churn rates.<\/span><\/p><p><span style=\"font-weight: 400;\">However, challenges remains as existing sets of data are relevant to a certain level of customer insights, and must be further refined to yield additional insights.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><img decoding=\"async\" class=\"alignnone size-full wp-image-1036\" src=\"https:\/\/trueblog.dtac.co.th\/blog\/wp-content\/uploads\/2019\/03\/D0014508-1.jpg\" alt=\"\" width=\"1920\" height=\"1280\" \/><\/p><p><b>\u00a0<\/b><\/p><p><b>From economist to data scientist<\/b><\/p><p><b>\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">With a strong interest and obsession in data, Kasidis\u2019 data scientist career actually started from being an economics student three years ago. And that\u2019s why he is familiar with dealing with a large amount of data.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">He added data science and statistics shared the same concept &#8211; data collection, data cleaning, analyzing and report &#8211; to get insight from datasets. But today, data science has\u00a0become a buzzword due to better data collection methods, fuelled by advanced technologies, such as artificial intelligence. <\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Apart from being data scientist at dtac, he also manages the Facebook Fanpage titled <\/span><a href=\"https:\/\/web.facebook.com\/datarockie\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">data rockie<\/span><\/a><span style=\"font-weight: 400;\"> with the aim of knowledge sharing about statistics, data science and coding. With this strong passion, it drove him to encourage himself to broaden horizons by taking online courses. Today, his Facebook has more than 60,000 fans. <\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Telecoms are considered one of the most highly competitive industry. Price is no longer an effective differentiator. That\u2019s why customer experience is what telecom companies are moving towards. A study from Analysys Mason showed that every one percent increase in telco\u2019s Net Promoter Score results in a four percent decrease in churn. It means that [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":15759,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[304,161],"tags":[],"class_list":["post-7629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dtac-en","category-releases-en"],"acf":[],"author_data":{"id":7,"name":"SFW","avatar":"https:\/\/www.true.th\/blog\/wp-content\/uploads\/2025\/09\/logo-sfw-1.png"},"_links":{"self":[{"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/posts\/7629","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/comments?post=7629"}],"version-history":[{"count":8,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/posts\/7629\/revisions"}],"predecessor-version":[{"id":15760,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/posts\/7629\/revisions\/15760"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/media\/15759"}],"wp:attachment":[{"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/media?parent=7629"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/categories?post=7629"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.true.th\/blog\/wp-json\/wp\/v2\/tags?post=7629"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}