Customer Relationship Management

As a company engaged in the retail business which faces increased competition, the Company paces high importance on customer relationships management 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 best prepare for changes, including efficiently expanding its customer base. Following our corporate philosophy, “Through happy employees, we desire to see smile and Happiness to customers.”

Customer Engagement Based on the SAVEQC Principle

The Company has created customer engagement based on the Service, Assortment, Value, Environment, Quality, Cleanliness or SAVEQC principle to retain service and product satisfaction by the following ways, including various units and subsidiaries related to its 7-Eleven stores.

To build sustained relationships with your customers

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 and promptly respond to customer demands.

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:

Aplications and Contact Channels

Partner Applications

True Money Wallet Master Project

In adapting to the “New Normal”, customers less frequently left their home to avoid COVID-19 transmissions. The Company’s approach to increase its customer base and revenue was by expanding sales through the True Money Wallet application. It has developed skills of 7-Eleven staff on the use of this application and on communicating with customers the various benefits of making purchases through the True Money Wallet application. This builds the staff’s experience and stimulates customers’ purchases.

Business Strategies for Sustainable Growth in Relation to New Normal

1. Expanding Product Variety in O2O Channels to Cater to Diverse Customer Groups

Due to a rapid change in social lifestyle nowadays, there has been a sharp increase in demand for daily facilities; therefore, All-in-One facility centers correspond to a hectic social lifestyle. the Company has rapidly developed a diverse range of products and services  for extensive area of demand by joining with our quality alliances, optimizing the strengths of nationwide store network, and utilizing O2O platform which cover the main service area as follows:

2. Developed and utilized data analytics to gain a deeper understanding of customers

Big Data Analytics Study is used in management of 7-Eleven stores. Data of customers, products and supply chain are used for analysis to fulfill the customers’ demand and meet the target of expenses management. For example, using data analysis to forecast the products demand in each branch, by considering the past sales, timing of the day, weather condition, etc. The data assist the Company for suitable purchases, reduce shortage or over-stock problems. Moreover, the data are used in analysis for improvement of store operations e.g. analysis for redundant or erroneous work. The results are used to improve operations efficiency; hence, leading to better performance by decreasing short-lived inventories, decreasing inventory storage costs, and increasing sales volume

Artificial Intelligence (AI) has been used for operations improvement throughout the supply chain which covers 7-Eleven stores, inventory warehouses, supporting units at the headquarters in order to meet two objectives. Firstly, enhancement of buying experience in all channels, both at the stores and on 7App. On 7App, customers are able to look for the desired products conveniently and promptly by just keying in the product names or related key words, then the application will pop up with related products. This system will consider key words, product groups, brands and prices to help customers to look for the desired products and obtain the best deals from available promotions. On the other hand, the stores could utilize individual customers purchase analysis to identify the products or groups of products that individual customers are interested in. Then Personalization or introducing those products to individual customers could be done. Secondly, stores, warehouses and all supporting units could forecast customers’ demand more exactly; hence, able to select and fill in inventories more appropriately in relation to situations and surrounding factors by means of AI Ordering. This would lead to an increase in average daily sales volume for each store

3. Developed rider services and empowered shop staff to become entrepreneurial sellers

The Company realizes the importance of developing the capacity of employees at all levels and therefore aims to develop organizational human resource management processes under the concept "work succeeds, people are happy" throughout their professional life with the organization. Additionally, a strategic framework for human capital development through various skills development programs are dedicated to business alliance groups, Store Business Partners, and Sub Area stores.

To accommodate the rapidly changing customer behavior in the digital age, as well as to enhance customer convenience in using services both offline and online, the company has elevated shop staff into sales associates and further empowered them to become "sales and service entrepreneurs." which provide employees with knowledge and comprehension of product sales processes in addition to technological literacy of tools to offer respective products and services, includes an assessment to measure sales skills according to standards. The training has been divided into 6 products: 7-Eleven Delivery, ALL Online, TRUE, Coffee, Bakery and Food. In addition, processes have been implemented to raise "Own sales manager" to "Skilled own sales manager" through rapid business expansion support to increase sales. This approach encouraging employees to self-study content and receive evaluation for the 3 products: TRUE, ALL Online, Food & Beverage

4. Joined forces to offer prestigious membership benefits

Developing and maintaining customer relationships is yet another strategy that the Company gives utmost importance to. The objective is to create a lifetime customer, where a person continues to use the Company’s services throughout their lifetime, from child, to teenager to working age, to family person, and to old age. Given that the needs of today’s customers are diverse, the Company’s strategy focuses on both mass customization and personalization for marketing communications, where promotion strategies can be designed to be more specific to each consumer. Shopping experience, apart from the product and price, has become one of the important factors that greatly influence customers’ buying behavior. With these reasons, the Company also strives to strengthen its membership program, “All Member” through the program’s mobile application for the past two years. At present, All Member has approximately 18 million members. In addition to being used to communicate with customers, the Company uses All Member to provide members with valuable benefits and privileges, for example pay bills for various services including concert ticket booking, flight ticket booking from counter service, online shopping All Online channel, including the use of quality drugstore services, eXta. As an All Member, customers can earn points from shopping, using them in place of cash, buy products at special prices, or exchange points for various premium products. ALL Members are also eligible for the special privilege of participating in sweepstakes, other activities, and cashing in on exclusive promotional discounts

The Company’s sales records show that All Members have a significantly higher purchase volume and frequency of visits at 7-Eleven than general customers. Therefore, the Company aims to continuously expand its member base and develop benefits that are customized for each individual by analyzing historical data and purchasing behavior so that all customers can truly benefit from the membership system of “All Member” and meet their needs as much as possible. Including linking the membership system and exchanging reward points with other businesses within the ecosystem of the Charoen Pokphand Group for the maximum benefit of All Member.

As a result of the company's four strategies, the 2023 operating performance in terms of the number of online customers and online sales is as follows:

Customer Data Privacy Protection

With the advancement of information technology Including communication systems have developed rapidly to access collection, use and disclosure of personal information can be done easily, conveniently and quickly which may lead to damage to the data owner. The company recognizes the importance of data privacy protection, which is a fundamental right. In the privacy right that must be protected under the Constitution of the Kingdom of Thailand and the Universal Declaration of Human Rights which any person will be subjected to arbitrary interference in privacy, family, residence or communication or will not be disrespectful to honor and reputation. Everyone has the right to the protection of the law against such interference or abuse. Including to support and respect the protection of human rights as announced at the international level in accordance with the UN Global Compact, including the law on the protection of personal information Therefore, the company has announced the policy to be the core of the protection of customer information (Data Privacy).

The Company has monitored the percentage of users whose customer data is used for secondary purposes. In 2023, There is 0% of users whose customer data is used for secondary purposes.