Home / 2018 Sustainability Report / Creating and Sharing the Value of Growth for a Sustainable Future Customer Relationship Management
GRI 103-1, GRI 103-2

  • Customers make up one of ThaiBev’s most important stakeholder groups. Working together with customers and enabling them to grow their businesses has given ThaiBev a secure customer base with sustainable relationships for mutual growth.
  • Customer Relationship Management is key to building strong ties and ensuring optimal customer satisfaction. ThaiBev has established various methods to monitor and evaluate customer satisfaction in terms of customers’ needs, expectations, and business operations, as well as distribution channels.
  • ThaiBev cares for its customers in the following ways:
    • Selecting quality raw materials
    • Developing and controlling production processes to meet international standards
    • Research and innovation to bring new things to customers
    • Traceable product delivery
    • Developing customers’ potential with training, and using modern technology to communicate with customers efficiently.


Ueychai Tantha-Obhas
Director and Senior Executive Vice President, and Chief Operation Officer - Thailand

Customers are important stakeholders of our organization and are a key variable enabling us to achieve our objectives. Therefore, we must help develop the potential of customers to work with us efficiently to get our products into consumers’ hands. ThaiBev will prosper if consumers are satisfied with our products; it is they who will consume our products and make repeat purchases. This is a key factor for business success. In summary, customers are important. Therefore, customer management cannot be forced. We must try to get customers to work with us happily, to be satisfied and profitable, so they will stay with us.

Satisfaction KPI
KPI 2018 (2561) 2015 (2558) 2016 (2559) 2017 (2560) 2018 (2561)
% Customer Satisfaction Score 87.00% 84.90% 86.10% 86.40% 88.30%
% Customer Survey Coverage 100.00% 54.52% 73.17% 100.00% 100.00%

ThaiBev is committed to maintaining highest standard of customer satisfaction across all channels. In 2018, a customer satisfaction survey has been conducted by Center of Applied Economics at the Faculty of Economics at Kasetsart University, using internationally accepted methodology. The survey covers 446 ThaiBev’s customers representing 100% coverage.

KPIs has been set up to monitor customer satisfaction throughout ThaiBev’s delivery value chain with details as follow;

  • Pre Distribution Conditions and Coordination
  • Billing and Invoicing Process
  • Product Loading Process
  • Issue Handling – Communication
  • Post Distribution Damaged Goods Issue Management
  • Coordination for Product Return Process
Managing Distribution Channels
To manage distribution channels, ThaiBev makes the following distinctions by group:

This group brings ThaiBev’s products to consumers and creates customer satisfaction with ThaiBev’s products among the public to inspire loyalty. These include:
  • 1. Traditional Trade: Selling through a system of distributors in each province and district.
  • 2. Modern Trade: Selling through modern trade retail stores such as Makro, Tesco Lotus, Big C, 7-Eleven, Tops Supermarket, The Mall, and local modern trade retailers such as CJ (Ratchaburi, Petchaburi, Samut Songkram, and other provinces), TMK (Kanchanaburi), or Supercheap (Phuket).
  • 3. Trading through ThaiBev’s Cash Van, which travels to retail stores in each community, such as mom and pop shops, welfare stores, local restaurants, and grocery stores in government offices and hospitals.
  • 4. Trading channels such as Hotels, Restaurants, and Catering/tourism businesses (HoReCa).
  • 5. Trading with restaurants and licensed entertainment venues (On Trade/On Premises) such as pubs, bars, restaurants and open-air dining venues.
To whom ThaiBev sells directly. We strive for consumer satisfaction. We want our customers to be happy and have excellent experiences so they will make repeat purchases, through the following channels:
  • 1. Through ThaiBev’s restaurants under a variety of brands, such as: OISHI, comprising OISHI Grand, OISHI Eaterium, OISHI Japanese Buffet, Nikuya, Shabushi, OISHI Ramen, and Kakashi*. Food of Asia, including So Asean Cafe’ & Restaurant, Man Fu Yuan Kitchen, Baan Suriyasai, Food Street, Hyde & Seek, mx cakes & bakery, Cafe Chilli, Chilli Thai Restaurant, Eat Pot by Café Chilli, Pot Ministry, South Tiger and KFC. (only outlets managed by subsidiary companies of ThaiBev: QSA)**
  • 2. Through online and website channels (https://oishidelivery.com/th), by mobile phone or computer, or OISHI Delivery 1773. These channels cater to the lifestyles of the younger generation and urbanites, emphasizing convenience and quality.
* For more information, please visit https://www.oishifood.com/restaurant.php
** For more information, please visit https://www.foa.co.th/brand.php
Measuring/evaluating Customer Satisfaction
ThaiBev has a variety of distribution channels that emphasize reaching a large number of customers and expanding service coverage. To provide customers with the most efficient service, ThaiBev has various methods to measure, monitor, and evaluate customer and consumer satisfaction according to the needs, expectations and business operations of customers and consumers in different distribution channels:

  • Traditional Trade: These are distributors in each province who order in large volumes. They distribute a full range of fresh and new products, in pristine packaging. Measurement and evaluation of customer satisfaction focuses on readiness, the condition of products ordered, the ability to completely fill desired orders, and the service provided by delivery teams when the product reaches the customer.
  • HoReCa channels: Customers expect and rely on the skills, advice and knowledge-sharing of sales staff, including the Serve Responsibly program, and service of sales staff to provide accurate and timely information about products sold in the customer’s restaurant or hotel. This includes the provision of promotional materials for use at the point of sale. The HoReCa Management team surveys customer satisfaction with questionnaires that use Scanned QR Codes, with data sent online for transparency. This gives the customer the ability to provide feedback in their evaluations and send the results to ThaiBev.
  • Consumers: Monitoring and measuring satisfaction are determined by the convenience, speed, and quality of consumer experiences across different distribution channels. For instance, when customers patronize restaurants in the ThaiBev chain, customer satisfaction surveys are used to evaluate satisfaction levels immediately though a QR Code on their receipt. The results are monitored and reported back to the customer (if they request additional information). In the case of telephone orders on OISHI Delivery 1773, customers can also call to complain and offer their opinions through this customer service line.
Enhancing Customers’ Capabilities
ThaiBev places high priority on increasing customers’ capabilities, skills and knowledge, so they can compete efficiently in their businesses environment. As such, the company has organized a number of training sessions, aiming at disseminating experience from ThaiBev executives, as well as outside experts, to enhance customers’ competitive capabilities. Example of such sessions include:
Agent Next Generation Development (Next Gen)
This project aims to enhance the capabilities and efficiency of our Traditional Trade distributors (Agent) and their successors (Next Gen). The program has been organized over the last three consecutive years, and covered a comprehensive range of subjects, including:
  • Cash Van route planning (Agents’ van sales team distributing product directly to retail outlets) with a focus on optimizing route plans to ensure maximum outlet coverage, while minimizing route overlap in order to increase product availability and reach to our consumers.
  • Agent sales personnel development (including Begin-of-the-day planning, Sales driver inspection, Store visit objectives, Opening/Closing sales, Merchandizing, and End-of-day review) with objectives for each sales team to clearly understand their roles, and increase their professionalism with tangible measurements.
  • Daily performance review and target-setting through Morning Talk to reinforce the importance of daily sales targets, plans to achieve targets, as well as anticipated challenges and corresponding solutions to overcome such challenges to achieve sales targets.
  • Field coaching through On-the-Job training with ThaiBev, which enables the transfer of experiences, the reinforcement of standard store visit procedures, and multiplication of such practices to other sales colleagues.
  • Daily sales report summarizing of both daily and accumulated sales performance, as well as key learning and areas of improvement for continuous development and planning to achieve monthly sales targets.
In addition, ThaiBev invests in programs to jointly work with agents to develop their sales teams in the field. For example, ThaiBev worked closely with an agent in Sawankhalok district, Sukhothai province with the target to increase the agent’s van sales by 40 percent. Through close collaboration, the program managed to increase the agent’s sales by 56 percent (vis a vis the original target of 40 percent) and, more importantly, increased the agent’s satisfaction and confidence in a long term stable and sustainable partnership with ThaiBev.


Chamnanwit Aphicharttrakul
Agent: Aphichart Nam Thip Ltd. Part. Sawankhalok district, Sukhothai Province

What were your feelings and what did you get from being an agent in the Next Gen project, and the cash van development project in Sawankhalok?
I am very impressed with the collaboration with ThaiBev to develop my sales team. The support from ThaiBev is by far much better than other companies we have worked with. Such collaboration exists throughout all levels. ThaiBev’s front line team and their managers have a regular call plan to visit us and our customers (sub-agents) and support us to achieve our targets. In addition, there is a monthly meeting where all senior ThaiBev managers meet with us to listen to our problems and jointly develop plans to support agents in all of their responsible regions.

Since I joined the Next Gen program, I have learned and gained new perspectives about techniques and methods to manage my business in various aspects. For instance, cash van management, market surveys, managing relationships with sub-agents and retail shops, managing inventory or monthly sales plans, all of which were adapted for use with Aphichart Nam Thip and enable us to better manage our sales areas. Rather than just being a stock keeper, we need to be more proactive and reach out to our sub-agents and retail shops to understand their needs, how to better service them and, thus, increase our competitiveness in our market.

As for the pilot program to develop our cash van sales operations in Sawankhalok, we must thank the Channel Business Development team and all other stakeholders who provided opportunities to first-hand train our sales personnel, enhance our knowledge, and increase the level of our sales team’s professionalism. For instance, we started recording and making use of our sales data to drive performance thru our daily Morning Talk, promoted friendly competition among our sales teams, as well as hands-on field coaching and monthly planning to set sales targets, anticipate challenges and develop corresponding solutions to achieve our targets.

The Next Gen program and cash van pilot program have delivered a very satisfactory result. Comparing sales from January to April 2018, our April sales increases by 90 percent compared to before the program started. In particular, sales of non-alcoholic beverages jumped by 319 percent compared to last year.

Program of Training for Restaurants and Sales by HoReCa Management team
Horeca Management Co., Ltd. started the business over the past 3 years in Hotel and Premium Restaurant Channels. The emphasis is on professional service, including product quality and after service, through various activities and programs. For instance, Beer and Spirits Factory Visit, Perfect Serve Product Training and Serve Responsibly Program, which is one of our key sessions to demonstrate to customers how to serve responsibly to end consumers.
Inviting Trading Partners to Factory Tour for Product Knowledge Training
Factory tour is one of the key strategies that can widen customer perspectives on quality, cleanliness and world standard production processes. ThaiBev has invited customers to visit the brewery factory in Wang Noi, Ayutthaya (Cosmos Brewery (Thailand) Co., Ltd) and the distillery of Mekhong (Sura Bangyikhan Co., Ltd.). Knowledge is shared, such as how to keep and serve beverages in the appropriate way: for example, draught beer should not be kept more than 3 months in storage. ThaiBev also emphasizes the concept of “FEFO” (First Expired, First Out). Additionally, beer temperature should be at 4 – 8 degree Celsius to ensure best taste (Perfect Serve); and 45 degrees is the perfect angle to pour beer to create the best foam.


Chulapat Charoenloet
Principal Bartender #FindThePhotoBooth

The feelings I got from the visit were good feelings, because while I work in the beverage trade, it is the first time in my life that I have seen a real distillery, how it works. Where usually I had learned from theory or just from pictures, today I saw a real distillery and listened to experts teaching us about distilling, Mekhong and ThaiBev products. This was impressive.

I enjoyed getting to know about distilling spirits. In the Gallery there was a beautiful model of the distillery and I understood the history of Mekhong, which has a long history alongside that of the Thai people.


Nitisak Laphirun
Floor manager #FindTheLockerRoom

I felt that this visit was a great experience, and I learned a lot of new things about Thai spirits.

I most liked going into the distillery to see the real thing, about which I have read a lot. I have read books about producing spirits, but today I saw the real thing and how it is really done.

Serve Responsibly Training
ThaiBev believes in the importance of serving alcoholic beverages responsibly. The desire exists to educate service staff and representatives of our customers to serve alcoholic drinks with awareness of consumers; for example, not serving alcohol to drinkers who are not in a physical state to drink any more, to reduce problems which might occur in society. ThaiBev thus organized practical training to give legal and medical advice, inviting experts such as doctors, police officers, and lawyers to talk about the effects on the body from consuming alcohol, including methods to serve responsibly. After completing the course, ThaiBev presented certificates to participants to certify that they had passed the training on serving alcohol responsibly. ThaiBev has organized this training on five occasions, inviting hotels and premium stores customers to participate for three sessions in Bangkok, one session in Cha-am, and one session in Pattaya, with a total of 300 participants.

Studies have found that a bartender or alcohol server provides service to an average of 20 consumers per day, or 500 per month, or 6,000 per year (calculated from 25 working days per month). Therefore, if 200 serving staff attend the training every year, ThaiBev expects these staff to warn as many as 1,200,000 drinkers every year.

This project is consistent with the third UN Sustainable Development Goal (Health and Wellbeing) with respect to drinking alcohol at dangerous levels, defined according to the country’s context. After starting this project, it was found that serving staff taking the training were able to apply the knowledge in their work and stop serving customers who were in a physical state where they should not consume any more alcohol, (with social responsibility our serve reduction would be 33 percent).

Future Targets
Expanding the program to premium hotels and restaurants at various locations around the country, emphasizing the major cities of each region such as Chiang Mai, Chiang Rai, Nakhon Ratchasima and Phuket.

In 2019, the target is for 50-60 participants at each event, from approximately 30 hotels and restaurants. Three events will be held in 2019, with a target of 150-180 participants. There are plans for additional activities, including a video clip competition under the title of Serve Responsibly, which would be part of this program to use in training, to expand knowledge among people in society and instill awareness to make society safer and better.

Boworn Pongsuphap
Captain, Anantara Sathorn Hotel, Bangkok

After doing this training, we had more understanding of the safety and health of consumers, whereas before, we’d just think that serving the consumers to be happy and satisfied was enough. I must thank ThaiBev very much for giving me this knowledge.

Yongyut Udompat
Wine Guru, Anantara Riverside Bangkok Resort Hotel

This training gave both knowledge and enjoyment from the Workshop activities and made me understand why we must “Serve Responsibly”. I will pass this knowledge on to my colleagues for them to use.

Prapassorn Boonthongchuay
Supervisor, Laksasubha Hua Hin Hotel

Thanks to ThaiBev for giving the opportunity to join this great program. It made me realize how to serving more responsibly. ThaiBev is not only about producing and selling, but doing things for society, so Thai society will be better.

Although there are already methods in place to measure and evaluate customer satisfaction in each distribution channel, ThaiBev continues to develop and introduce modern technology to its customers and consumers of its products, enabling customers to communicate with ThaiBev more easily. For example, customers or restaurants in the ThaiBev chain can express their opinions through the QR Code.

Customers of restaurants in the Oishi Group can use the Oishi Pointo mobile app to convert their spending into points, which can be collected and used instead of cash, without the need for a membership card.

2018 Sustainability