การบริหารความสัมพันธ์ลูกค้า

Customers are considered crucial stakeholders of the company because their issues and needs are pivotal in determining the company’s business direction. Apart from quality, accuracy, and value of products and services, customers now expect sustainability values, especially in services that reflect inclusivity and equality. These services must meet the diverse needs and behaviors of consumers in each generation and consider diversity in society. Therefore, True must prioritize maintaining relationships with customers because it significantly impacts business operations, reputation, and brand trust.

MANAGEMENT APPROACH

True employs the Customer Centric principle, or the practice of prioritizing customers at the center, as the framework for managing customer relationships to achieve the goal of “No.1 World-Class Customer Experience.” This includes designing products and services to meet customer needs, creating excellent experiences, and maximizing satisfaction in every aspect. The Company regularly reviews work performance and customer experiences, analyzing data to develop plans and initiatives to enhance service delivery, build confidence, and create experiences that meet service standards. Progress in customer relationship management has been reported to the Executive Committee on a regular basis.

DIGITAL SERVICES

True enhances its customer service capabilities continuously to ensure efficiency, speed, convenience, and safety. This involves providing a diverse range of digital service channels to serve customers of all groups comprehensively. Customers can receive services such as purchasing products, changing packages, and conducting transactions through digital platforms 24 hours a day.

As the number of customers using digital service channels has steadily increased each year, the company implemented a comprehensive corporate online strategy. In line with this, we redefined and set specific targets for customer engagement with digital channels. For revenue measurement, we established a target based on service revenue excluding interconnection charges to accurately reflect the nature of online-generated income.

The percentage of total customers using online platforms has shown consistent year- over-year growth, rising from 79.19% in 2024 to 81.21% in 2025, meeting the target of 81%. Similarly, the share of revenue generated through online channels increased from 63.31% in 2024 to 76.61% in 2025, surpassing the target of 68%.

AFTER-SALES SERVICES

True fosters relationships with customers hand in hand with continuous improvement in service delivery based on Customer Centric principles. This involves listening to and addressing the expectations of customers comprehensively, encompassing all customer groups inclusively and transparently. True maintains various communication channels with customers, including customer service centers, direct service teams, online social media, websites, email, and Call Centers 1242 and 1678. Continuous satisfaction surveys are conducted throughout the year. Additionally, various programs are implemented to build customer relationships, such as: TrueYou Privilege Program and dtac reward Program

CUSTOMER COMPLAINT HANDLING

True provides various methods and platforms through which customers can reach out to the Company to request support, provide feedback, raise concerns, or seek information. These channels facilitate interaction and ensure that customer inquiries and concerns are addressed effectively, including True Shops and dtac centers nationwide, True Call Center: 1242, dtac Call Center: 1678, Chat with Mari (AI Virtual Agent, True App and website.

In terms of customer complaint handling and resolution, True has established clear processing timelines and procedures. For complaints submitted through online channels, the Company will process the case within 24 hours and notify customers upon receipt. For those submitted by mail or other methods, the Company will acknowledge receipt accordingly. The Company will then assess each complaint and resolve it within a specified timeframe commensurate with its complexity, while keeping customers informed throughout the process. In addition, the Company is pursuing independent verification through a third-party assessment to ensure that its customer complaint handling process is aligned with the international standard ISO 10002:2018.

SERVICE STANDARDS OF DEALERS AND SALES AGENTS

To provide customers with the same standard of service across all channels, including services through sales agents or business partners, True has established service standards and operational guidelines. This includes 100% training for employees of each partner before they start working, and there is a dedicated call center for business partners to provide customer service consultation. Additionally, the company conducts inspections at every stage of operations by assessors both internally and externally in accordance with ISO 9001, ISO 14001, and ISO 45001 standards.

To ensure consistent service quality, all True partners and sales agents are required to understand and acknowledge the True Partner Concept Agreement and adhere to the requirements established by True Company. Additionally, True will provide comprehensive training and necessary workshops for all partners to enhance their knowledge and maintain a high level of customer service quality.

CUSTOMER SATISFACTION ASSESSMENT

True continuously and regularly surveys customer satisfaction with their products and services through an online satisfaction evaluation system (CSAT). The 2025 survey results showed that customer satisfaction reached 98%, surpassing the target of 97%. Most customers were satisfied with the enthusiastic service provided by staff, their ability to provide helpful advice, polite service, and efficient job follow-up. Areas where most customers wanted improvement included delays in job follow-up, long waiting times, long wait times on the phone, and some complicated work processes. The Company has taken customer suggestions into account and improved service processes, such as enhancing the IVR system to reduce wait times and travel to True service centers.