Customer Relationship Management

Importance

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

OR is committed to leveraging digital technologies and AI in its business operations to enhance operational efficiency and respond to consumers and customers in a timely manner, for example by improving accessibility to product information, which enables broader and more inclusive access to services. Nevertheless, OR recognizes the challenges and potential impacts arising from the use of digital technologies and AI, particularly on people and customers. These include personal data protection risks resulting from unauthorized access if control measures are inadequate, as well as inequitable access to services that may arise from algorithmic errors.
Accordingly, OR is committed to sustainable business development with a customer-centric approach, operating with transparency and accountability, and maintaining stringent customer data protection practices. OR provides channels for customers to express opinions and reflect their needs, and establishes control measures to prevent and promptly address potential issues. In addition, OR places importance on continuous monitoring and assessment of customer satisfaction, using the results to continuously improve and enhance service quality, thereby creating positive customer experiences, confidence, and long-term trust, while preventing adverse impacts on stakeholders.

2025 Targets

Management Approach

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

OR is committed to building sustainable relationships with customers across all segments by lying 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 “Relationship” value, which is one of the organization’s five core values. (For more information, see OR DNA in the Workforce Development and Well-being’
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:

Customer Groups	Management Approach
Corporate Customers and Dealers (Business-to-Business: B2B) OR’s corporate customers and who sell products on behalf of OR, such as PTT Station, Liquefied Petroleum Gas (LPG), PTT Lubricants dealers, Café Amazon franchises, FIT Auto service centers, government customers, industrial customers, and customers in the aviation and marine transportation business.	Sales units are designated as the primary department responsible for managing customer relationship, facilitating sales orders, resolving problems, and providing support through various communication channels, such as email, telephone, and LINE. OR hold quarterly meetings with dealers, and communicating updates and incidents through Line and E-mail channels. Seminars are arranged to secure relationships and to disseminate information on business operations and products, as well as to present relevant policies. Training is provided to enhance OR’s knowledge, business operations, and management skills to enable efficient operations. The topics cover such as new PTT station management courses, professional customer communication techniques courses, Service Mind & Proactive Working for Effective Work courses, management courses, sales techniques, and service work according to the standards of FIT Auto standards, and the Young Gen Dealer Executive Program for new entrepreneurs and heirs of entrepreneurs. In addition, OR Academy platform facilitate customers to learn about business operations via the OR Academy Website or OR Academy Facebook. OR organizes relationship-building activities, such as sports competitions and customer visits to OR’s establishments. OR conducts customer satisfaction survey annually.
Business-to-Consumer: B2C OR’s individual customers, such as those using products and services provided by branded OR stores, namely, PTT Station, Cafe Amazon, LPG, PTT Lubricants, and FIT Auto.	Loyalty program is provided through blueplus+ OR has developed a customer database, classifying customers into groups and assigning responsible persons to take care of each group of customers. We have also opened various communication channels, such as Facebook and LINE, so as to be able to access customers’ suggestions and respond to them. OR ensures that all store branches have accessible channels for complaints and suggestions. OR has developed online channels to provide convenience for customers, such as an online payment channel and online appointment booking via the FIT Auto Website. In addition, OR provides product, service, pricing, and promotion information through Line and Facebook to support customers’ purchasing decisions. Special benefits are designed to strengthen customer relationships, such as benefits offered through the blueplus+ Application and EV Station PluZ, both within and outside PTT Station, to serve EV customers, as well as services including gas stove inspection and repair, among others. OR organizes product training and knowledge sharing for customers, such as the “LPG Safety: Good knowledge around the cylinder” and marketing activities (Troop Marketing) to provide knowledge on the safe use of LPG to customers OR provides training on product usage, maintenance, and basic troubleshooting for lubricant products, covering both automotive and industrial lubricants, to end users. OR organizes customer engagement activities, such as the FIT Auto Run, which foster stronger relationships through positive experiences, enhance a friendly and modern brand image, and encourage customer participation in a lifestyle context. OR conducts customer satisfaction survey annually.

Customer Groups

Management Approach

Corporate Customers and Dealers
(Business-to-Business: B2B)

OR’s corporate customers and who sell products on behalf of OR, such as PTT Station, Liquefied Petroleum Gas (LPG), PTT Lubricants dealers, Café Amazon franchises, FIT Auto service centers, government customers, industrial customers, and customers in the aviation and marine transportation business.

Sales units are designated as the primary department responsible for managing customer relationship, facilitating sales orders, resolving problems, and providing support through various communication channels, such as email, telephone, and LINE.
OR hold quarterly meetings with dealers, and communicating updates and incidents through Line and E-mail channels.
Seminars are arranged to secure relationships and to disseminate information on business operations and products, as well as to present relevant policies.
Training is provided to enhance OR’s knowledge, business operations, and management skills to enable efficient operations. The topics cover such as new PTT station management courses, professional customer communication techniques courses, Service Mind & Proactive Working for Effective Work courses, management courses, sales techniques, and service work according to the standards of FIT Auto standards, and the Young Gen Dealer Executive Program for new entrepreneurs and heirs of entrepreneurs. In addition, OR Academy platform facilitate customers to learn about business operations via the OR Academy Website or OR Academy Facebook.
OR organizes relationship-building activities, such as sports competitions and customer visits to OR’s establishments.
OR conducts customer satisfaction survey annually.

Business-to-Consumer: B2C

OR’s individual customers, such as those using products and services provided by branded OR stores, namely, PTT Station, Cafe Amazon, LPG, PTT Lubricants, and FIT
Auto.

Loyalty program is provided through blueplus+
OR has developed a customer database, classifying customers into groups and assigning responsible persons to take care of each group of customers. We have also opened various communication channels, such as Facebook and LINE, so as to be able to access customers’ suggestions and respond to them.
OR ensures that all store branches have accessible channels for complaints and suggestions.
OR has developed online channels to provide convenience for customers, such as an online payment channel and online appointment booking via the FIT Auto Website. In addition, OR provides product, service, pricing, and promotion information through Line and Facebook to support customers’ purchasing decisions.
Special benefits are designed to strengthen customer relationships, such as benefits offered through the blueplus+ Application and EV Station PluZ, both within and outside PTT Station, to serve EV customers, as well as services including gas stove inspection and repair, among others.
OR organizes product training and knowledge sharing for customers, such as the “LPG Safety: Good knowledge around the cylinder” and marketing activities (Troop Marketing) to provide knowledge on the safe use of LPG to customers
OR provides training on product usage, maintenance, and basic troubleshooting for lubricant products, covering both automotive and industrial lubricants, to end users.
OR organizes customer engagement activities, such as the FIT Auto Run, which foster stronger relationships through positive experiences, enhance a friendly and modern brand image, and encourage customer participation in a lifestyle context.
OR conducts customer satisfaction survey annually.

Additionally, OR has established a Voice of Customer (VOC) to manage and analyze customer contact data and consolidate insights into the Voice of Customer to reflect the company’s business operations to relevant departments and senior executives for use in developing products and services to increase customer satisfaction. This covers providing business information, product information and various services, as well as receiving compliments, suggestions and complaints from customers by coordinating with relevant departments to solve problems and follow up and inform customers of the performance.

Online Business Strategy

OR sets 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.
In addition, OR offers a variety of online business channels, as illustrated below:

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 2025, 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.

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.

Contact Center	Details
Telephone	1365 (available daily from 6:00 a.m. to 10:00 p.m.)
Email	1365@pttor.com
Website	https://www.pttor.com/contact-us#complaint-form
Line Official Account	@contact1365
Address	Customer Relations Centre PTT Oil and Retail Business Public Company Limited Phra Khanong Office 555 Art Narong Road, Khlong Toei, Bangkok 10260

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 imind 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.

Customer and Consumer Relationship Building Activities

1. blueplus+ Membership and Application
OR has implemented the blueplus+ points accumulation program to offer a wide range of customer benefits across participating merchants, together with a membership tier upgrade system and Milestones Rewards. OR has also introduced the mascot “Nong Plus” to enhance brand recognition among customers.
In addition, OR provides the blueplus+ Application as a central digital platform that integrates points accumulation, access to partner benefits, participation in activities, payments via the blueplus+ wallet, and personalized missions, delivering a seamless and engaging customer experience.

2. OR LPG Application
OR has developed the OR LPG Application on iOS and Android platforms to expand opportunities and channels for Liquefied Petroleum Gas (LPG) customers to conveniently place online orders directly with OR’s PTT dealers. The application offers a variety of promotions and discounts, catering to modern lifestyles, and enables customers to accumulate blueplus+ points. It also serves as a channel for disseminating news and knowledge related to PTT LPG.
These features are designed to enhance the digital ordering experience, while guaranteeing LPG cylinder standards, providing transparent price references, and ensuring alignment with service standards, thereby building customer confidence and comprehensively addressing consumer needs.

3. Café Amazon Application
Café Amazon offers three core services: Order & Pay (advance beverage ordering with in-store pickup), Delivery, and Catering (advance catering orders). These services enhance customer convenience in ordering coffee and accessing Café Amazon services, effectively responding to lifestyle needs that prioritize speed and convenience. In addition, customers can accumulate blueplus+ points through the application.

4. EV Station PluZ Application
OR has developed the “EV Station PluZ” Application to support the digital lifestyle of consumers transitioning to electric vehicles (EVs) and using OR’s public charging network. The EV Station PluZ Application helps users locate charging stations, plan trips, and navigate to EV Station PluZ sites. OR currently operates more than 1,300 EV Station PluZ locations nationwide, situated at PTT Station, LPG Service Station, NGV stations, and other high-potential commercial areas. The EV Station PluZ Application also enables users to reserve charging in advance, start and stop charging, make payments, issue tax invoices, accumulate blueplus+ points, and review usage history, all within a single application and across operating systems, providing comprehensive convenience for EV users.
OR continuously enhances the application to respond to consumer needs. Since 3 December 2024, OR has launched a new version of the “EV Station PluZ” Application, designed to be more user-friendly and convenient, enabling EV owners to plan journeys with confidence. Prior to departure, users can search for and reserve charging stations in advance, or choose walk-in charging. The application displays real-time charger availability, allowing users to select the preferred charging point, after which the system provides navigation to the destination.
In addition, OR has introduced an enhanced loyalty feature through blueplus+ points accumulation. For every 10 kWh charged, users receive 1 blueplus+ point, which can be redeemed for a range of benefits, including special discounts or rewards from OR’s affiliated brands and participating partners. Users can download and register by searching “EV Station PluZ” on the Play Store or Apple Store. Updates are available via Facebook “EV Station PluZ” and LINE “@evstationpluz”. For further information, users may contact the EV Station PluZ Call Center at 02-239-9998 or via E-mail at evstationpluzcare@pttor.com

Performance

In 2025, OR achieved a 92% 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.
Customers expect consistent quality of engine oils and lubricants, particularly stable viscosity that remains unchanged during use.	OR communicates more clearly on lubricant products for trucks, emphasizing that viscosity remains stable throughout usage. The products are specifically designed to be suitable for heavy-duty operations, helping to protect truck engines under high workloads and prevent engine wear and tear. Communication is delivered through multiple channels, including area sales managers communicating with dealers, training programs for dealers, and mobile merchandising units engaging with retail outlets. In addition, OR produces offline media, such as banners and leaflets, as well as online media, including Facebook and TikTok, etc.
Customers of PTT Lubricants expect strong value for money from the products they purchase.	OR implements sales promotion campaigns for consumers (e.g., bundled promotions with every purchase) and for retailers (e.g., free products per carton) to enhance perceived value and stimulate purchasing decisions. These activities are conducted alongside comprehensive communication of product features to support appropriate product selection and to build positive brand and product perception among retailers.
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.
Strengthening relationships between area sales managers and special product customer groups	OR developed customer visit plans to build strong relationships and closely follow up and coordinate to address issues as they arise. OR provided product knowledge training for area sales managers.
Product development and product management, including product ordering for marine transportation customers	OR enhanced the Marine E-Order system to enable customers to place orders more conveniently and accurately. OR prepared demand forecasts to anticipate customer needs and support procurement planning and inventory management. OR communicated and promoted new products distributed by OR.
Continuous communications and sales promotion development for household LPG consumer groups	OR conducted communications and promotional activities via the OR LPG Application, Facebook Page “จุดพลังความอร่อย by ก๊าซหุงต้ม ปตท.”, TikTok, YouTube, the OR Website, and OR Happy Life LINE Official. OR levelaged Social Media to reach consumers and promote the “Gold Seal QR”, and implementing the “Tang Tang Bok Tor” campaign, continuing into 2026, through events, sponsorships, and troop marketing to comprehensively reach market vendors using LPG.