Customer Relationship Management
Supporting the SDGs Goals
Stakeholders Directly Impacted
Goals and Performance Highlights
Commitment, Challenge and Opportunity
Customer relationship management is at the heart of sustainable business operations. The group places importance on managing customer relationships, aiming to create satisfaction and maintain good relations through various activities such as promotional campaigns, after-sales service, listening and responding to customer feedback, and organizing online community activities. These efforts promote customer engagement to build credibility and trust in the group’s products or services, leading to continued purchases and a stable customer base with potential for future expansion.
Management and Operational Approach
The group is committed to using advanced, standardized, efficient, internationally recognized, and environmentally friendly technologies in its business operations.
It aims to develop products and services to maximize customer satisfaction and benefit, treating customers with responsibility and integrity. The group's customer treatment guidelines are as follows:
In 2024, Bangkok Drug Company Limited, or BDC, was assigned to systematically manage customer relationships, starting with setting policies and strategies for operations. In addition, BDC has established monitoring and evaluation processes to improve strategies accordingly, alongside staff development to ensure understanding of customer relationship management. This allows them to deliver good customer experiences and respond to customer needs through friendly service. The practice guidelines and activity plans are as follows:
In 2024, the company group revised the questionnaire to enhance efficiency and comprehensiveness in surveying customer satisfaction across all dimensions and adjusted the customer satisfaction assessment to be conducted once a year, starting with a pilot project through Bangkok Drug Co., Ltd. (BDC).
The company group has planned actions to achieve the medium- and long-term goals as defined, with the activity details as follows:
- In 2024, the company group improved the previous customer assessment questionnaire to enhance its responsiveness to customer needs
and achieve a high level of customer satisfaction. The new questionnaire covers all aspects, including sales, service, and product areas, and is used to survey customers both in the country (pharmacies and hospitals) and abroad.
- For 2025 – 2026, the group will improve and develop services to better meet customer needs
by analyzing customer evaluation data to identify needs and issues, developing creative plans for new services and products, and adjusting service delivery to better suit customer requirements.
- For 2027 – 2030, the company will build strong and sustainable relationships with customers
by ensuring appropriate responses to customer needs, developing services and products, creating programs to promote communication and interaction with customers, allowing them to participate in providing feedback through various channels, and continually improving the effectiveness of these feedback mechanisms.
