Relationship Management and Responsibility to Customers
Materiality Topics
Customer Relationship
- Operations
Management Approach
The Company utilizes the Bangchak Green Miles membership program as a key tool for customer relationship management to maintain the customer base and increase sales volume for fuel, lubricants, and Inthanin beverages. This initiative includes the further development of a Customer Data Platform (CDP) and personalized marketing to focus on creating a superior experience for members.
A membership tier system is being implemented to retain Bangchak members for long-term service usage. The Company also prioritizes the assessment of member satisfaction through QR codes located at the bottom of receipts, which survey satisfaction regarding both service quality and the environment at service stations.
End User
Dealer
COOP
Industrial Group
Strategies and Actions
Focus on expanding the new customer base and retaining existing customers for repeat purchases.
Membership tier is utilized to analyze member usage patterns in order to deliver differentiated benefits appropriate for each customer level.
Communication is personalized to suit each member segment.
Members can monitor their tier upgrades and status maintenance via the Bangchak Mobile Application.
Sales enhancement through in-depth behavioral analysis.
Marketing is targeted specifically toward dormant or inactive members to offer distinct privileges, such as special bonus points and discount coupons.
Targets and Performance
Our commitment to creating a sustainable impact is reflected in our ESG goals and performance.
Complaints and Suggestions Received by Channel and Volume
(Unit: %)
Number of Complaints
- Service 86%
- Products, Sales Promotions, and Equipment 13%
- Others 1%
(Unit: %)
Satisfaction with the Response to Complaints and Suggestions
(Unit: %)
