Customer Relationship Management

  >  Customer Relationship Management

Our gratitude towards customers in allowing us to present a good variety of quality products and services, as well as our appreciation of our employees who are an important driving force behind the Company’s growth, reflects CP ALL Plc. and its Subsidiaries’ (“the Company”) pride in being a company from the east which harmonizes an international outlook in its business operations. These values are imbued in the corporate philosophy to which the Company has strongly committed, “Through happy employees, we desire to see smiles from customers”.

As a company engaged in the retail business which faces increased competition, the Company paces high importance on customer relationships and satisfaction. Customer feedback and needs are hence critical insights that help the Company’s determine its sales strategy, selection of quality products and services, and research and development, among others. These inputs all enhance the Company’s competitive capacity, whether it be in customer retention through maintaining their satisfaction of products and services, meeting their demands, and providing greater convenience— contributing to customers’ decision to continue to use our services and recommend them to others by sharing positive experiences. The Company also uses these insights to discover and create new possibilities, and keep track of changes to the market, resulting in the Company’s understanding and ability to create plans to bestprepare for changes, including efficiently expanding its customer base. Following our corporate philosophy, “Through happy employees, we desire to see smile from customers.”

The Company commits to the Service, Assortment, Value, Environment, Quality and Cleanliness Principle or SAVEQC as operational guidelines for 7-Eleven convenient store, in addition to building on the foundational guidelines of license owners. Nevertheless, the Company has cascaded these operational guidelines to its Subsidiaries which operate business related to 7-Eleven, with adaptations to appropriately meet the nature of these businesses.

Aside from following the SAVEQC principle, the Company also builds relationships with customers by listening to their opinions and making improvement recommendations based on customer expectations and complaints, among others, through suggestions and grievance channels. In addition to the Company’s multi-channel communication, the Company pursued a proactive strategy to gather customer opinions by monitoring and analyzing information obtained through different social media platforms, in order to ensure that the Company is able to efficiently respond to customer demands.

Operation Results

The Company has leveraged customer feedback to support continuous improvements by communicating feedback to the relevant functions for their information and appropriate action weekly, creating motivation and inspiration for change and delivery of a variety of services. This also contributes to higher reported customer satisfaction.

Customer Satisfaction Survey Result

Product and Service Delivery through Digital Channels

Societal trends are changing; and society is entering a cashless and digital milieu. Leapfrog technologies are affecting lifestyles and shaping expectations of ‘good service’ from providers, whether it be in the form of convenience, safety, or 24/7 operations. In response, the Company has prepared for this market expansion through digital media, launching a payment service through Counter Service Co., Ltd., covering payments for over 1,000 product and service items, as well as providing product sales and consignment services through online channels, operated by 24 Shopping Co., Ltd.—following the slogan, “Fun shopping, everything, real convenience 24/7”, which have been translated from the Company’s corporate philosophy. Providing the highest customer satisfaction through all channels is the Company’s aspiration. The Company has focused its online channel strategy on 5 key areas:

  1. Create an application to provide convenience in making product purchase orders
  2. Provide payment options products and services
  3. Improve communication to be easy to use and meet the needs and behaviors of users
  4. strengthen customer information security by continuously conducting security tests, identify gaps, and make improvements
  5. engage with customers through electronic media

Operation Results

The expansion of sales channels and continuously promotion of good relationships with customers through digital channels led to growth in sales and number of customers for the Company.

GoSoft Co., Ltd., a subsidiary of CP ALL Plc.

Specializes in providing comprehensive information technology services, ranging from software development, system integration, data center, and contact—all following international standards such as ISO/IEC 20000 and ISO/IEC 27001.