True Corporation Public Company Limited wins at Asian Experience Awards 2026

Two flagship store models set standards for personalised care, customer satisfaction, and integrated telecom services.

True Corporation Public Company Limited won Thailand Customer Experience of the Year - Telecommunications and Thailand Service Experience of the Year - Telecommunications in the Asian Experience Awards 2026.

The awards were accepted on behalf of True Corporation PCL by Ms Sujitra Amitrapai, Head of Retail Shop Experience, and Mr Nipphich Narrinpaphandhu, Head of True Sphere & Branding Shop, representing these award-winning retail concepts.

At the heart of these retail concepts is the visionary leadership of Mr Suphachai Chearavanont, Senior Vice Chairman, CP Group. His bold vision, unwavering commitment, and forward-thinking approach have guided every dimension of the retail implementation, establishing a new standard for retail innovation and customer experience in Thailand.

This achievement reflects the company's continuous efforts to transform traditional telecom retail spaces into superior, customer-centric service platforms. Through its flagship retail concepts, the organisation redefines how customers interact with telecom products, after-sales support, and digital lifestyle solutions.

The TrueSphere concept delivers a first-class hospitality model designed exclusively for high-tier loyalty members. Replacing traditional service counters with dedicated crew members, the store provides end-to-end sales consultation, after-sales support, and premium refreshments directly at customer tables. The concept incorporates a five-senses environment, smart meeting spaces, and specialised crew training delivered by former international cabin crew. The initiative sustained high customer satisfaction levels whilst achieving strong sales growth and expanding membership engagement.

Complementing this model, the True Branding Shop operates as an integrated service platform across Thailand. The flagship concept employs cross-skilled frontline staff capable of managing complete customer journeys from single service points. Supported by specialised in-store areas including smart home demonstration hubs, co-working spaces, and clean energy solution centres, the platform ensures rapid issue resolution. High employee certification standards enabled the store network to maintain elevated customer satisfaction scores whilst delivering unified support across consolidated brand networks.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].