Discover How True Innovator Teams Develop AI-Powered Tools to Personalize Customer Experience and Drive Efficiency

Brickinfo News Agency – Two innovator teams from True Corporation have successfully developed in-house, data-driven tools aimed at enhancing customer experience and streamlining internal operations. The innovations, True Dynamic Script and TrueVisions Subscription Data Analyst, address challenges in sales communication and data management, respectively, leading to significant increases in efficiency and cost savings. Both teams received the prestigious Chairman Award at the CP Innovation and Symposium 2025.

The True Dynamic Script innovation was developed to overcome the challenge faced by Telesales staff, particularly new hires, in navigating complex sales processes and product information. According to Nuntaput Ampawanon, an innovator from the Call Center division, traditional static sales handbooks were inefficient. “Normally, sales reps rely on a static script in handbook form. They must memorize and interpret everything themselves. We believed that if they had dynamic real time scripts that adapt to customer needs, service would become smoother and more effective,” he explained.

The result is True Dynamic Script, an online sales assistant developed over seven months by a team led by Dr. Phu Iamcharoenying. The tool analyzes conversations from top performers, combines best practices with structured scripts, and acts as an assistant that suggests suitable questions, responses, and options to employees in real time. This dynamic support has allowed new employees to reach the skill level of experienced staff within just two weeks, leading to increased close rates and average revenue per person. The in-house development also reportedly saves the company over 15 million baht per year in software licensing fees.

In the media and entertainment sector, the TrueVisions Subscription Data Analyst system was created to manage the vast amount of customer data generated by the TrueVisions NOW application, which has over two million users. Anuson Insa, an innovator from TrueVisions’ Broadcast and Content Production Solution team, noted the difficulty of managing data “scattered across multiple departments in different formats,” which required significant time and manpower to analyze.

The team spent over eight months developing the TrueVisions Subscription Data Analyst, a centralized system that connects, consolidates, and processes data using AI and Machine Learning. The system features a dashboard and real-time automation alerts, providing customer-facing teams with actionable insights. Anuson highlighted the system’s ability to use AI to forecast trends and identify root causes like customer churn with 90 to 95 percent accuracy. Within three months of implementation, analysis time was reduced from 150 minutes to only a few minutes, and operational costs were cut by more than 1.4 million baht. The in-house development also ensures strict data protection and compliance with international security standards.

The success of these projects underscores a culture of continuous development and experimentation at True, supported by the True Innovation Center. Anuson, who has worked with True for over 10 years, shared his inspiration: “I work in the Engineering division, and we cannot stand still. Even after building a stable system, we still need to find ways to make it simpler and reduce the steps further.” Similarly, Nuntaput emphasized the value of enhancing existing tools: “Not all innovations have to start from zero. Some tools already work at a certain level, and we can enhance and scale them.” Both teams demonstrated that innovation stems from identifying real challenges and leveraging resources to create solutions that benefit both the organization and the customer.