Customer Relationship Management

Importance

(GRI 3-3a, GRI 3-3b, GRI 3-3c, GRI 3-3e)

Brand sustainability has emerged as a top consumer consideration when making purchasing decisions. According to the 2024 Voice of the Consumer surveyed by PricewaterhouseCoopers (PwC), consumers are willing to pay more for products that demonstrate sustainability, with one-third of the 20,000 consumers surveyed across 31 countries citing inflation as their top risk in their own countries. Despite rising cost-of-living pressures, some consumers say they are willing to pay an average of 9.7 % more for products that are sustainably sourced or manufactured, as nearly 85 % have experienced adverse impacts from climate change. Digital and technology experiences also remain a key factor in purchasing decisions, with 46 percent of consumers buying directly from social media, up from 21 percent in 2019, despite concerns over privacy concerns.
OR recognizes the company’s role in creating diverse lifestyle options to meet every demand in life, including the responsibility to disclose information to customers in a transparent manner, to listen to customer feedback, and to take steps to improve and correct shortcomings in a timely manner. OR is acutely aware of the importance of continuous business development, especially through the use of technology with the aspiration to meet the needs of all groups of customers and service users.

2024 Targets

Management Approach

(GRI 3-3c, GRI 3-3d, GRI 3-3e, GRI 3-3f, GRI 418-1)

OR has laid the foundation for enhancing understanding of our customers through customer relationship management guidelines. We employ a variety of customer engagement methods, including site visits and direct communication with customers, as well as using technology to reach larger number of customers. This is the operating procedure that is consistent with our “Down-to-Earth” value, which is one of the organization’s five core values. (For more information, see OR DNA in the ‘Workforce Development and Well-being’ Chapter
As OR’s businesses involve both corporate and individual customers, we have developed guidelines for customer relationship management tailored for each customer type, as outlined below:

Online Business Strategy

OR creates alternatives for a complete way of living in response to all lifestyles. This is done by setting a marketing strategy that connects with customers at all times, at all ages, and allows them to conveniently order and pay for products. The platform also connects with product delivery systems to ensure that customers receive products as they need. The platform can also be a channel for publicizing interesting information that is easy to understand and increases the attraction for customers to use the service. It also takes into account the cybersecurity of users’ personal information, with a regular check of the system’s security standards.

Customer Privacy Protection

OR considers the cyber security of customers’ personal information. In doing so, OR has a system to check on the security standard of the system. Furthermore, the Corporate Governance, Ethical Standards, and Code of Business Ethics Handbook explicitly stipulates the requirements to maintain the confidentiality of customer information, whether that be personal information, suggestions, compliments, or complaints. In the event that a customer suggestion or complaint is associated with an employee from relevant departments, the complaint respondent will reach out to that customer to request permission to disclose their personal information to the relevant employee. However, if the customer does not consent, OR will maintain customer confidentiality and keep their personal information hidden.
In 2024, OR maintained zero reported violations of customer privacy and customer data loss incidents.

Customer and Consumer Satisfaction Measurement

OR conducts customer and consumer satisfaction and engagement surveys on an annual basis. The surveys cover the Mobility and Lifestyles business in all areas of the country, using the model proposed by third-party consultants to analyze satisfaction and engagement, comparing benchmarks and competitors, in order to use the information to develop and improve the quality of products and services in the business processes in line with the competitive situation, and customer’s needs and expectations. An analysis is carried out and compared with that of the previous year, together with the benchmarks and competitor comparisons. The end results are presented to the responsible department, line executives and the meeting of the Company’s Management Committee (ORMC).
The surveys are divided into customer group (B2B) and consumer group (B2C) to assess satisfaction with products and services at each touch point according to business processes and marketing mix, including comments and suggestions directed at OR.

B2B: Categorized by business group – e.g., PTT Station, LPG, and PTT Lubricants dealers, owners of Café Amazon franchises, industrial customers, and customers from the aviation and shipping group.
B2C: Categorized by the OR-branded products and services used by the customer – e.g., PTT Station, Café Amazon, LPG, PTT Lubricants, and FIT Auto.

Complaint Management Mechanism
In addition to collecting customers’ opinions through the surveys, complaint channels are also important avenues to receive information from customers. OR provides various channels for customers to submit their complaints, comments, and/or suggestions. The personnel involved in processing complaints have received training to ensure that the customers receive timely responses and are consistent with OR’s standards.

Upon receiving complaints from customers, the assigned OR personnel would screen the types of issues reported in by the customers. The complaint would then be forwarded to relevant agency for corrective action to be resolved within the prescribed timeframe, and the status of the resolution of issue followed up according to recommendations to the relevant department. The result would then be reported to the customers. This information would be recorded in the Customer Relationship Management (CRM) system.
The CRM hosts a variety of data points, such as complaint statistics, type of complaints, and approach used to resolve the complaint, and they are analyzed on a continuous basis. Once analyzed, reports are developed and shared to executives of relevant business units on a monthly basis. Customer suggestions are reviewed, analyzed, and used to develop annual business development plans. In this way, we ensure that our actions respond to customer needs, contributing to an inclusive business growth that supports sustainable development in the OR way.

In addition, the results of customer data analyses are presented to the OR Management Committee (ORMC) on a quarterly basis, and topics related to SSHE are presented to the OR Group Quality, Safety, Health, and Environment Management Committee (OR QSHE GMC), which is chaired by the Chief Executive Officer and President. At the meeting, key complaints are summarized and classified by business category. After the Committee is reported of the complaints, they will then assign responsibility to relevant departments to take corrective action and follow up on the progress of such complaints. Relevant departments will also be assigned to close the worksheet according to the Service Level Agreement that the department has set. Process is as follows.

OR will collect the results of the integrated actions on complaints and suggestions from customers and consumers to improve the product, and publish it as a case study through OR’s communication channels to ensure that the customers and consumers are aware of the actions taken, along with the results of the operations in each year, including the customer and consumer satisfaction scores.

Performance
In 2024, OR achieved a 93% customer satisfaction score. The key issues and suggestions provided by customers were analyzed to determine improvement actions (working process/products/services), as presented below:

Issues	Actions Taken by OR
Café Amazon customers commented that the services provided at different branches were not standardized.	OR organized training for Café Amazon franchisees – New franchisees received three training courses free of charge, including: 1) Course for managers of newly-opened Café Amazon branches with contents covering franchise supervision policy, store management, making beverages, and service delivery, to enable the business operation to be successful; 2) On-site barista training course (at the store), covering practical knowledge on making beverages for all items on the menu, service, and cleanliness (QSC) for new stores; 3) Refresher course for baristas for stores that have been open for one year. This course was organized at the regional level. The suggestions from the customer satisfaction survey were used to further improve the operation, such as the improvement to the online learning system so that business owners and baristas can review their knowledge at any time. Moreover, new employees could also use the system to learn by themselves at no cost. Training courses on soft skills were also provided with the emphasis on the service that promotes customer understanding and the ability to provide services that meet the needs of each customer group to help reduce complaints on services.
Lubricant product deliveries were delayed.	Customers were informed via email about possible situations to prepare in advance due to external factors that affected shipping routes around the world, such as the Red Sea War, causing delayed product deliveries to customers. Internal departments submitted a forecast list of products with high sales volumes to prioritize production sequences and followed up on orders as agreed. Customers were coordinated and informed of product delivery plans and schedules regularly.
Delivery of lubricant products did not meet standards	The materials used for making stickers have been adjusted and the original appearance has been maintained for items that have received VOC, including improving the quality of the glue to increase durability, together with suppliers. Trainings were provided to customers on lubricant products for both onsite and online.
Overseas petroleum product customers commented that the product delivery process took a long time.	OR communicated the product delivery process to customers and improved the delivery process to be simpler and more hassle-free by allocating and closely coordinating the customers’ taking delivery of products. OR provided advice to customers in the event of product delivery errors or delays through appropriate channels, including applications through LINE, WhatsApp and/or email.
Developing product delivery to industrial customers	Issues and problems were identified to improve the product delivery process to be more convenient and faster, such as supporting orders via the E-Order system and the adequacy of transport vehicles. Transport standards by Trainings on transport standards were provided to transporters to control, maintained and complied with the petroleum product transport standards.
Product development and delivery to aviation and shipping customers	The process for selling alternative fuels were improved and developed such as Sustainable Aviation Fuel (SAF) and Biofuel for Bunkering. OR controlled and maintained the delivery standards of fuel products in accordance with international standards.
Consumers who used LPG were primarily price sensitive.	The distribution channels of LPG were expanded through the OR LPG application and distribution points at gas stations, where OR set standard distribution prices in each area. Activities and promotions were organized via the OR LPG application and distribution points at gas stations, with public relations via the Facebook Page “Delicious Power by PTT LPG”, Tiktok, Youtube, OR website, and OR Happy Life Line Official.

Customer- and Consumer- Relationship Building Activities in 2024

blueplus+ Membership

In 2024, OR has upgraded the loyalty program from Blue Card to blueplus+ to provide members with more privileges from participating stores in the blueplus+ program. Members can also upgrade their membership level to receive superior privileges, as well as Milestones Reward for members. By 2024, there were 8.5 million blueplus+ members, and OR believes that blueplus+ will be a channel to create customer engagement and promote sales by responding to different individual needs through Personalized Campaign. In 2024, a new mascot, ‘Nong Plus’, will be launched to promote the image of blueplus+ to reach everyone more, and deliver smiles and happiness to all members every time they use OR’s services and participating partner stores. It is also a symbol of our true intention to deliver the best experience to all blueplus+ members with a variety of privileges, including special discounts, great promotions, and many other prizes to reward the given trust from members.

xplORe Membership

The xplORe application was developed as OR’s main digital platform to seamlessly deliver good experiences to customers, forwarding transactions from online platforms to OR Group stores and offline partners (O2O: Online to Offline), such as PTT Station, FIT Auto, Café Amazon, Jiffy, and Ohkajhu. OR officially launched the xplORe application in August 2023, starting with basic features and migrating various OR applications that deliver related experiences to xplORe, such as collecting and redeeming blueplus+ points, spending via xplORe Wallet, searching for PTT Station gas stations. OR plans to develop additional features to attract and create interest in the platform, including developing the potential of the current basic features to increase capability. Currently, xplORe focuses on meeting the needs of customers in businesses related to travel and food and beverage businesses, which are businesses in which OR has expertise. In the future, the service scope will be expanded to OR’s target industries, such as lifestyle, tourism, health and beauty businesses.

OR LPG Application
OR launched the OR LPG application on IOS and Android systems to provide LPG customers with an opportunity to order products online more conveniently from OR’s direct channels. There are many activities and discounts to meet the lifestyles of modern generation and collect blueplus+ points.

Café Amazon Application

Café Amazon offers three main services: Order & Pay, Delivery, and Catering, which ease customers to order coffee and access various services from Café Amazon, answering the lifestyle that requires convenience and speed. Customers can also collect blueplus+ points from this application.

EV Station PluZ Application

OR has developed the “EV Station PluZ” application to facilitate consumers and support new consumer behaviors that have shifted to using electric vehicles. It is a tool that helps in planning trips through a navigation system to EV Station PluZ that are open for service along the road. In addition, it can also make reservations for charging, start-stop charging, make payments, and check usage history with a single application. It supports all operating systems to facilitate EV users in every dimension.
OR has continuously developed the application to meet the needs of consumers. On December 3, 2024, the new ‘EV Station PluZ’ application was launched, which is easier to use and more convenient than before, facilitating EV owners to plan their trips with more confidence on every route. Starting before departure, users can search for and book charging stations in advance. During the trip, even if they have not booked a time slot, they can search for charging stations within the application, which shows the usage status of each charging plug. Once selected, the system will navigate to the charging station service point that is available and desired. Get ready for an enhanced charging experience with our blueplus+ points system. Every 10 kWh (kilowatt-hours) of electricity you charge earns you 1 blueplus+ point. These points can be redeemed for a variety of benefits, including special discounts or rewards from OR’s affiliated brands and participating partners. Download and register now by searching for ‘EV Station PluZ’ on the Play Store or Apple Store, or click https://bit.ly/3V3xu2U. For news and updates, follow us on Facebook at EV Station PluZ, contact our Call Center at 02-239-9998, email us at evstationpluzcare@pttor.com, or add us on LINE @evstationpluz. We’re available 24/7 to serve you.