Importance
As a global trend, digitalization is driving major changes throughout the world. Today’s businesses are faced with the challenge of adapting to meet the rapidly changing needs and lifestyles of customers and consumers. According to Salesforce’s “2022 Fifth Edition State of Service Report”, 60% of all interactions have occurred online. Companies that are able to adapt to meet consumer needs and to integrate technology into customer relationship management process will have an advantage over competition in the market.
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.
2023 Target
Management Approach
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: Please Click)
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 fully intends to integrate digital technology into customer relationship management, to provide convenience for customers, including the development of channels to continuously build relationships with customers.
In addition, OR has in place a variety of online sales channels, including:
Customer Privacy Protection
OR takes cyber security and user privacy seriously. We systematically conduct regular checks on the security standard of the system, and inform customers of their privacy rights. 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 2023, 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, Cooking Gas, and PTT Lubricants dealers; owners of Café Amazon franchises; government customers; 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, Texas Chicken, Cooking Gas, 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 2023, OR achieved a 94% customer satisfaction score. The key issues and suggestions provided by customers were analyzed to determine improvement actions (working process/products/services), as presented below:
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Issues |
Actions Taken by OR |
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Café Amazon customers commented that the services provided at different branches are not standardized. |
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Customers of the Lubricants business commented that the shipping and billing processes were too complex and time consuming. |
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Overseas customers of petroleum products commented that the product delivery process took too long. |
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Industrial customers faced credit challenges. |
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Customer wanted to see alternative fuel in the form of bio–fuel instead of petroleum–based fuel.
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Cooking gas customers made requests for cheaper and more stable prices. |
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Customer- and Consumer- Relationship Building Activities in 2023
Promoting Blue Card point collection
OR has conceived special privileges to encourage customers to collect points and exchange them for various discounts in addition to looking for ways to offer special privileges from OR Group businesses to encourage the accumulation of points and exchange them for various discounts. OR has also compiled special privileges from external shops in various categories, such as food and beverages, entertainment, fashion, and various lifestyle activities in the bid to build relationship and engagement with Blue Card members with the chosen shops being famous or popular among OR’s target group for the consumers’ utmost satisfaction. In 2023, Blue Card has organized “Surprise Privilege” that included special monthly privileges, along with the big campaign “Spread Happiness, Redeem Points, for Fun at Year End” to bring to the close the year 2023. The campaign put together great privileges at many leading stores, especially for Blue Card members. This campaign has served to attract more customers of OR services to become interested in becoming members.
Fostering engagement between members and brands
In addition to the special privileges made available to customers who are Blue Card members throughout the year, Blue Card also organized activities for members to join in the fun all year, such as the “Try Your Luck for Prizes Every Month’ activity or the “You Can Win with No Points Needed” activity for which members could win prizes every month. Also there was the “Happiness Trip” program that were enthusiastically received by members, with trips designed for foodies, for attractions-inclined or even for the religious type. One example was the “One-Day Tour for Luck” for which Blue Card took members to visit famous temples to pray for a prosperous and lucky new year.
Delivering a fine, seamless experience through the xplORe platform
The xplORe application was developed as OR’s core digital platform to centralize and to deliver a seamless customer experience, and to forward transactions from the online platform to stores in the OR group and partners in the offline world (Online to Offline – O2O), such as PTT Stations, Fit Auto, Café Amazon, Jiffy, and Ohkajhu. OR officially launched the xplORe application in August 2023, starting with basic features and migrating various other OR applications that delivered connected experiences to the xplORe app, such as Blue Card and Blue CONNECT. There are also plans to develop additional features to attract, and to create more interest in the platform, including developing the potential of the current basic features to achieve higher capabilities. Currently, xplORe is focused on fulfilling the needs of customers in travel-related businesses, and food and beverage businesses, which are business groups in which OR has expertise. In the future, the scope of services will be expanded to OR’s target industry groups, such as lifestyle business, travel, health, and beauty.
OR LPG application
OR has also introduced the OR LPG application on IOS and Android systems to allow LPG customers to order products online more conveniently.
“Tank Tank – Pass it on!” Special Project
In 2023, OR created the “Tank Tank – Pass it on!” Project to strengthen relationship with cooking gas customers in restaurant group. This activity invited submission of names of restaurants from all over Thailand that have made good impression on consumers. These restaurants were those already using PTT cooking gas as well as restaurants that were using other brands of cooking gas products. The compiled list of nominated restaurants was then submitted to a committee to evaluate the restaurants with the criteria that included good taste, value for money, cleanliness, service, and impressive stories. Restaurants that passed the evaluation criteria received special prizes, including gift items to promote the restaurants (stickers and other promotional materials), free six months’ supply of PTT cooking gas and the promotion of the restaurants through PTT’s public relations channels. OR received nominations from a total of 560 restaurants, with 151 restaurants passing the evaluation process.
Contact Channel
Contact | Detail |
Telephone | 1365 (24 hours) |
1365@pttor-staging.livetubex.com | |
Mobile Application | Blue Card Application Blue Connect Application |
Website | |
Social Media | Line (@contact1365) |
Walk-In | Customer Relationship Department |
Fax | 02-239-7762 |
