True Corporation has updated its customer experience strategy by evolving True Customer Day 2026 from a customer appreciation event into an organizational mission. The initiative involves employees visiting communities to collect real-life customer feedback and insights to guide service improvements across all operational areas.
Under the theme “Connecting Hearts Through Meaningful Signals,” Group Chief Executive Officer Sigve Brekke, alongside senior executives and over 2,000 employees, launched customer engagement activities across nine strategic routes. The nationwide deployment covered Bangkok, surrounding metropolitan areas, and major regional hubs including Chiang Mai, Nakhon Pathom, Chonburi, Khon Kaen, Nakhon Ratchasima, and Songkhla to interact with customers in residential areas, business districts, shopping centers, and public spaces.
The mission forms part of True’s broader customer experience enhancement initiative (“Big Moves”). It involves cross-departmental collaboration among executives, retail staff, network engineers, digital teams, customer service representatives, and cybersecurity specialists to systematically gather customer feedback and convert it into operational improvements across all service touchpoints.
Sigve Brekke, Group CEO of True Corporation Plc, stated that True Customer Day reflects an organization-wide effort to align operations with customer needs. More than 2,000 frontline and support staff participated in distributing rewards, receiving feedback, and transferring those insights into network development, service design, and customer support processes.
As part of the “Connecting Hearts” concept, True structured the benefits of True Customer Day 2026 into three primary care dimensions:
- Network Leadership: Offers included a free 1-day 3GB high-speed True5G data package and a 15-day home internet speed upgrade.
- More Value Everyday: Offers included a 10 THB 7-Eleven mobile coupon, 7 days of free access to TrueVisions NOW, 7 days of free access to vertical short-form series on “TATANG by TrueID,” 30% discounts on select TrueX Smart Home devices, and an extra 200 THB discount on 5G smartphones paired with participating packages at True and dtac stores.
- Care Beyond Service: Offers included a 1-month free trial of True CyberSafe PRO, featuring 24/7 threat blocking, alerts, and security notifications.
Customers were able to access these privileges through direct interaction with True troop teams at event locations, by visiting designated True Shops and dtac halls, or via the True app.
A central component of this year’s program was a structured feedback collection system, where employees recorded detailed customer comments during face-to-face interactions for future service planning. The company also recognized long-term customers who have stayed with True or dtac for over 10 years.
In addition to customer engagement, True executives and staff visited 40 True Shops and dtac halls across the country to recognize frontline employees, presenting them with “Heart Cookies” bearing the message “We care. We appreciate.”
True Corporation stated that the 2026 Customer Day aligns with its goal of using customer insights to drive network development, digital innovation, and service enhancements across Thailand.
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