CRM Strategy, Target and Performance
SDGs Targets
| Long-Term Targets | 2025 | ||
|---|---|---|---|
| Targets | Progress | ||
| Customer Satisfaction Score | 95 | 93 | 94 |
| Satisfied Customer | 95 | 95 | 96 |
Challenges and Opportunities
Creating customer satisfaction in GC's products and services is a key factor for GC's business profits, especially in the period of market fluctuations where there are imbalances of demand and supply of certain products. Simultaneously, changes in customer behavior and preferences towards sustainability may increase the market competition which could therefore result in loss of company's ability to retain its key customers.
Therefore, GC focuses on building customer satisfaction in products and services, and also cooperate with customers in developing products the meets the customers' needs and to the principles of circular economy, reducing air pollution and GHG emission throughout life cycle of product. To develop the marketing strategy, GC aims to expand its products to downstream business, and focuses on growing with the strategic partners in order to being recognized as "Chemical for Better Living" nationally and internationally.
Management Approach GRI 3-3 (2021)
Customer Relationship Management
To create trust and deliver customer satisfaction, GC has developed a proactive marketing strategy in order to retain our relationship with existing customers while expanding our customer base. As such GC has multiple approaches to customer relationship management, including continuous customer engagement activities, a "voice of the customer" (VoC) program that records customer complaints e.g., Customer Solution Center: CSC, and suggestions through various channels including the Company's website, annual customer satisfaction surveys, and feedback from the GC's representatives. GC has channels and processes to respond to customers' feedbacks in a timely manner. This enable the Company to investigate and analyze the causes of the problem, and subsequently form solutions, and propose it to the customers to resolve the issues. Moreover, GC will monitor the Company customer relationship services in order to prevent recurrence of similar problems in the future.
Furthermore, GC uses customer information and feedback from various channels, together with its Marketing Excellence Framework (ie.Customer Value/Portfolio Management, Product Development, Pricing Excellence, Building Global Reach, and Sales Force Effectiveness), to establish guidelines, frameworks, and processes for developing its annual marketing strategy.
Customer Relationship Management Framework
Using market and Customer demand in products and services, result of customer survey, and Voice of Customer (VoC) for data analysis. The analysis results have been used to improve, develop, and determine a customer relationship management plan.
Determine a strategic plan, as well as a marketing and customer relationship management plan to maintain relationship with existing customers, and create a new customer base. Additionally, establish PTT Global Chemical brand to gain customer's trust in excellent quality and services.
Promote customer engagement by organizing customer conferences to receive customer requirements, and share product information. PTTGC has provided channels for customers to send feedback and complaints, which have been used to continuously improve operational efficiency.
Digital Technologies to Support Customer Relationship Management
In response to the current digital society, GC has applied digital technologies in its marketing and customer relationship management, weekly situation monitoring and price forecasting, as well as the analysis of customer portfolio and demand/supply in each region. This is done to ensure the Company's ability to retain its customer base. Customer data is kept confidential and not disclosed to public and un-related personnel.
GC is currently developing an AI Chatbot to support its sales teams in managing customer interactions more efficiently, with internal piloting underway prior to broader deployment. Robotic Process Automation (RPA) integrated with AI is scheduled for implementation in 2026, targeting enhanced efficiency in customer relationship management processes.
GC has been using customer feedback and comments in the VOC system to improve the efficiency of its customer relationship management, as these are essential for GC to create innovative products that meet customer and market needs. Additionally, GC closely monitors product development to ensure that its products deliver the highest level of customer satisfaction.
Receive Recommendation via VoC System
Review Feedback for Further Improvement
Customer Requirement (Technical)
Monitor Performance
GC systematically integrates customer feedback into product and service development through a structured Voice of Customer (VoC) management process, translating market insights into tangible innovation outcomes.
Customer feedback is collected across multiple touchpoints including direct customer visits, email, digital platforms, and market research and recorded in GC's Salesforce CRM system.
Customer requests requiring product or service changes are reviewed by the VoC Committee, which evaluates each submission against strategic and business criteria before approving progression to R&D. Approved initiatives are then advanced through GC's Stage Gate process, where market opportunity and development options are assessed before authorizing the next stage of product development ensuring customer insights translate into commercially viable innovations aligned with GC's business strategy.
CRM Platform Solution is an application for smartphone users that GC developed specifically for customer relationship management. This application features a 360-degree customer data analysis, e.g., demand and supply of each of customer portfolio, including sales and services data. The application simplifies accessibility to customer database; therefore, users can quickly respond to customer needs. Moreover, GC is concerned about and recognizes the importance of preventing the disclosure of customers’ key confidential information.
GC has established a formal complaint handling process to ensure that all customer concerns are addressed in a systematic, timely, and transparent manner. The process is governed by the Sales, Marketing, and Technical Service Unit, with oversight from relevant business units and senior management.
Upon receiving a customer complaint, the responsible unit records all information in the system with full details and immediately notifies the relevant internal units. Within 7 working days, the Sales, Marketing, and Technical Service Unit investigates the root cause and provides preliminary feedback to the customer.
For complaints requiring further review, the VP of the relevant business unit conducts a formal assessment to determine the validity of the complaint. If assessed as invalid, the customer is notified with a clear explanation. If assessed as valid, the process escalates to define corrective and preventive measures, which are communicated back to the customer through designated Customer Touch Points. Customer acceptance and satisfaction are tracked as part of the resolution follow-up.
GC recognizes that the needs of elderly and disabled individuals represent an important consideration across the value chain from product innovation to end-user experience. Through NatureWorks, its joint venture with Cargill, GC contributes to the development of bio-based materials that directly support the daily comfort and dignity of vulnerable populations.
NatureWorks' Ingeo™ 6500D biopolymer is a certified renewably sourced, low-carbon PLA-based material engineered for hygiene nonwoven applications, including diapers and adult incontinence products used by elderly and disabled individuals. Ingeo 6500D delivers 40% improved softness over generic PLA in spunbond nonwovens, along with enhanced tensile strength for efficient processing at lower basis weights. When combined with tailored topical treatments developed in partnership with Goulston Technologies, the result is lighter, thinner absorbent hygiene products offering improved fluid management and breathability for better skin health. Ingeo's inherent hydrophilic properties reduce the surface finish required and improve durability compared to polypropylene-based alternatives, with significant improvements in soak surface tension and multiple strike performance.
Customer Satisfaction Survey
GC’s customer satisfaction evaluation
Gap Analysis
Long-term Strategy of Marketing and customer relationship identification
Short-term Strategy identification
GC measures GC's customer satisfactions and evaluates the outcomes of GC's customer relationship management strategy and plans. International standards such as Customer eQTM Index and Commitment Share were used to evaluate GC's CRM processes and outcomes, as Customer Satisfaction Measurement, including the management structure and systems for future improvements, as well as, outcomes of the CRM plans and GC's business outlooks.
The criteria use to measure GC's customer satisfaction are products, delivery, commmunication, and marketing plan, procurement processes (ordering, purchasing and incentives) and customer services (sales, technical support, and service quality). The customer satisfaction survey will show the customer satisfaction of GC's customer and will help GC compare its performance with peers in the petrochemical sector.
Customer Satisfaction Rate
Commitment Share Index Global
Global
Asia Pacific
Thailand
Total GC
| Performance | Target 2025 | ||||
|---|---|---|---|---|---|
| 2022*** | 2023 | 2024 | 2025 | ||
| Customer Satisfaction Score (percent) | 93 | 93 | 94 | 94 | 93 |
| Satisfied Customer (percent)* | 95 | 95 | 96 | 96 | 95 |
Remark:
* the Satisfied Customer is evaluated from all customer who conducted the survey
** GC has adjusted to conduct a customer satisfaction score and satisfied customer surveys every two years since 2022
GC was able to meet its customer satisfaction target in Thailand and abroad due to its marketing activities. As a result, GC was able to achieve the Satisfied Customer target of 96 percent which is higher than the petrochemical industrial average (B2B: Business-to-business) at 69 percent. In addition, as GC have been continuosly measuring its customer satisfaction score, GC have used the score to further assessment of the organisation's customer relationship management.
As such, GC continues to improve the Company's customer database in order to understand the customers' needs and use those insights to improve the Company's strategic operations such as efficiency improvement and short- and long-term marketing strategy enhancement. This is done to enable GC to fully understand, anticipate, and respond to customers' needs, as well as generate sustainable growth for the Company.