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 2025, 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 2025, the Group utilized a revised questionnaire designed to comprehensively cover all aspects of customer needs in order to assess customer satisfaction. The resulting data was analyzed and used to implement improvements to products and services, with assessments conducted annually.
The Group has planned actions to achieve its short- and long-term goals as defined, with activity details as follows:
- The Group conducts customer satisfaction surveys to gauge customer satisfaction and uses the feedback to improve responsiveness to customer needs, aiming for high levels of customer satisfaction. The surveys cover all aspects—sales, service, and products—and are used to collect opinions from customers both domestically and internationally.
- Activities are organized annually to enhance customer satisfaction and maintain relationships. These activities include factory tours for both domestic (private and public hospitals, and other government agencies) and international customers, demonstrating the production process for pharmaceuticals and other health products, and fostering confidence in the Group’s brand.
- Educational activities about products and health trends are regularly held for pharmacy customers to promote good relationships between the Company and its customers. These activities also serve as important opportunities to listen to issues and suggestions regarding products and services, which can be used to improve and develop products and services that effectively meet customer needs. .
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.
