Home / 2019 Sustainability Report / Caring for People
Customer Relationship Management
GRI 103-1, GRI 103-2
Customer Management is the key to build long-lasting relationship with customers. ThaiBev categorizes customers into two segments: customers and consumers. Customers are those that sell and distribute ThaiBev’s products. Consumers are those that ThaiBev directly sell and distribute products to.
ThaiBev develops strategies for each segment as they are ThaiBev’s key stakeholder groups.
Business-to-Business (B2B) model is used to manage relationship with the customer segment. ThaiBev has implemented various programs to help develop customer relations across all distribution channels as well as providing trusted advice as a business consultant to help customers adjust their work process, increase competitiveness, efficiency and sales, and improve working relationship with ThaiBev. This will ensure sustainable profits and customer’s satisfaction with a lasting and stable business relationship.

Business-to-Consumer (B2C) model is used to manage relationship with the consumer segment. ThaiBev has applied technology to improve operations with online applications to meet the changing lifestyles and the growing needs for convenience, speed, and accuracy. An implementation of new consumer-friendly technology keeps ThaiBev’s food business as a top-of-mind brand.
Triple A Project

This project was introduced in 2018, an extension of the Agent’s Next Generation Development (Agent Next Gen). The goal in 2019 is to develop capacity and efficiency of agents in each area, including organizational management, warehouse management, logistics, and Cash Van Management by setting standard operating procedure and systems to increase efficiency and drive towards results. The Triple A team pilot project with Siriwongsub Co., Ltd., a ThaiBev distributor in Ratchaburi, has resulted in higher satisfaction and an increase of sales. ThaiBev has therefore expanded this project to another 10 agents to achieve a goal set for 2019.

Agent: Siriwongsub Co., Ltd.

Wichin Khemathon, Auratsa Khemathon and Jeerawan Khemathon (from left to right)
Auratsa Khemathon
“After working with the ThaiBev sales support team to improve our work processes, we have now clearly assigned the responsibilities of each employee and ensure that they can work interchangeably in every position. We collect and check data on any errors for correction and improvement. We have a more accurate accounting system applied for monitoring errors that can reduce losses.

The Cash Van Development team has set up 3 systems, including Dashboard, Morning Talk, and On-the-Job Training (OJT). The Dashboard is a very important tool that has made our team more enthusiastic and competitive, as well as improve data collection. As for the Morning Talk system, it has enabled the team to communicate more effectively. They can use information from Dashboard to solve problems and improve their work. Our team can discuss challenges daily together, and collectively decide what parts they can fix and improve. OJT offers sales staff intensive one-on-one training activities. Information gleaned from the Dashboard and Morning Talk are used to discuss how the team can improve and increase sales.

Activities to improve our team leaders’ capabilities also have been arranged. This enables them to better solve problems and design clearer work plans with specific roles and responsibilities, which they pass on and teach our sales staff.”
Jeerawan Khemathon
“The Morning Talk activity helps our employees become more open and communicative. Every morning, they have an open conversation and let each other know what’s happened the day before. This allows employees to solve real-time problems, be-well prepared to help each other to generate sales.

It makes everyone feel fresh every morning; they sit down and chat before going out to sell products with a positive attitude.”
Wichin Khemathon
“Help from Thai Beverage Logistics Co., Ltd. (TBL) by warehouse management has allowed us to save time in transporting products; and products are now arranged in a cleaner and more orderly manner. We can count product quantities and check on them more easily.

The efficiency of our transportation system has been improved as well. By conducting vehicles to pick up products directly from the TBL warehouse, Siriwongsap has enjoyed an increase in revenues.

Previously, we would deliver products and return empty vans to our warehouse: but now vans will drop by at TBL to pick up products first and come back to the warehouse fully loaded.

This way, revenue has been increased, employees get more work done, and time and vehicle utilization has become more efficient.”
Training School Project

The Training School teaches ThaiBev’s agents to systematically improve their skills and experience in sales, resulting in an increase in sales potential. It also serves as a knowledge center for new employees of ThaiBev Cash Van distribution channel, a subsidiary of ThaiBev (Cash Van Management Co., Ltd.) There are 8 operational training schools located in all 8 ThaiBev Sales Regions, featuring lecturers with more than ten years of sales experience. They can annually provide 100% training required for ThaiBev’s new sales staff (workforce has been increasing year-by-year), and for 350-400 agents’ sales staff. The training course covers theory and practice, including actual operations at model shops simulated by retailers, that are set up at training schools in each sales region.

The sales staff, who have passed the training course, have a better understanding of their roles and perform more efficiently. This project also monitors and evaluates trained employees, resulting in sales and product distribution increase by at least 30%. In 2020, ThaiBev plans to add 8 additional training schools in each sales region (totaling 16 schools), to cover areas that are suitable with the training program and to accommodate more participants.

ThaiBev expects to be able to train new sales staff and agents’ sales staff at the rate of 800-1,000 persons annually. By 2025, ThaiBev plans to set up a comprehensive training school for executive sales development and to raise sales capability to international standards.

Agent: J.Sermsup Co., Ltd.

Thanthicha Piwatpacharakul, Kullawat Piwatpacharakul, and Patthamon Piwatpacharakul (from left to right)
“In the past, our company used to sell products in a traditional way. We did not have a concrete plan; we would focus on generating sales from the company’s regular clients (stores). Our company lacked good sales techniques. However, after ThaiBev came in to advise and support us with staff training, our employees learned better practice and became more enthusiastic.

They know how to plan and organize visits to retail stores. Our employees can increase sales and try to achieve their goals. After participating in the training, the employees feel that they have gained knowledge, met new friends and shared work experiences. Our company believes what ThaiBev recommends or teaches is great, and standardized. It is beneficial and can be used to develop the organization.

We have always felt like part of the same family, and we would like to thank ThaiBev for recognizing the importance of sustainable organizational development.”

Chirasak Sridi

CVM Sales Staff, Khonburi Sales Unit Nakhon Ratchasima Province
“I started working for Cash Van as a salesman at Khonburi Unit, Nakhon Ratchasima Province, in June 2018. I did not have any knowledge about the sales process. When I started, I had learned from my supervisor as well as participating in the on-the-job training program and learning how to sell products according to the plan.

We typically would sell products to stores that regularly buy from us, but after participation in sales process with training practice at ThaiBev school, I have more confidence that I can improve my performance. The training school monitors and evaluates trainees to ensure that their performance is more consistent with ThaiBev standards. For example, a daily sales plan helps me to work more systematically. I can increase daily sales by an average of 5-10%.

So I am proud to be a part of ThaiBev because it has been helpful to educate and develop my career potential. I feel I am an important part of helping ThaiBev to grow sustainably as well.”
Restructuring Customer Service in Modern Retail Trade

In order to meet high customer satisfaction level, ThaiBev has implemented a restructured operational system for modern retail customers, such as 7-Eleven, Tesco Lotus and Modern Trade Management Co., Ltd. (MTM) (a subsidiary of ThaiBev), to achieve the following:

  • Increase the speed and flexibility of handling, contacting, and serving customers engaged in modern retail trade: In the past, ThaiBev had separately managed its product groups, with many different sales representatives meeting with each customer. Now, ThaiBev has restructured its sales management team so that only one contact person coordinates and communicates with each key account.
  • Organize an annual joint business plan and business review: This practice provides a space for ThaiBev and its customers to share, and to exchange information in order to reduce obstacles. It also helps increase opportunities for ThaiBev to offer additional products and services to customers and consumers through the customers’ retail stores so that business relationships are expanded and developed for the future.
Kusawadee Techawichittra
Dry-Food Senior General Manager, CP All Public Company Limited

Ketsinee Manokham
Assistant General Manager, CP All Public Company Limited
“As joint strategic partners, it is necessary for ThaiBev and 7-Eleven to plan things together. ThaiBev is able to provide key information about changing market trends, and 7-Eleven knows the needs of their customers. So, both parties can combine this expertise to serve the needs of their customers and consumers: it is a win-win strategy for both companies.

With consumer satisfaction as our focus, joint business plans can be consistently implemented throughout the year, enabling both businesses to grow sustainably together.”
Key Commitments and Achievements

To meet expectations of modern consumers who demand convenience and speed, ThaiBev has introduced new technology to customers and storefront staff. This allows customers to access information and services quickly and conveniently, via the BevFood mobile application (a replacement for the OISHI Pointo application). In the initial phase, BevFood will provide access to a customer loyalty program to accumulate points when visiting OISHI brand restaurants. Customers can choose to redeem points for discounts under specified conditions. ThaiBev has developed gift vouchers as mobile coupons and sends marketing messages and personalized promotional text messages to drive sales. Limited special offers help to drive short-term revenue.

Introduced in 2019, BevFood will add more features and benefits, such as discounts or promotions in local areas, payment via QR Code (an important turning point for the rapid growth of a cashless society), advance reservations, and the ability to order food and make payments through the application.

Number of active members in the customer database

with a targeted increase of
new customers by February 2020
An increase in number of customers and frequency of use

by 5%
compared to the original database

An increase in customer satisfaction
scores 4%

Increased sales channels for Kakashi and OISHI Ramen
through food aggregators

orders from OISHI Delivery

via phone 1773

These channels enable consumers
to use online food ordering services more conveniently
In 2019, OISHI Food Delivery began its alliance with GrabFood delivery service, to increase channels for product delivery to consumers.
It has also developed new food ordering formats.
These offer an opportunity
for OISHI Food Delivery to increase sales by

Retaining existing customers Adding new customers

As a result, sales in the OISHI Food Delivery group
grew by 10.9%
compared to 2018 in the same period
  • Brand penetration of the food delivery business, becoming number one in the Japanese restaurant industry
  • Expand partnerships with other service providers by leveraging customer database to penetrate a wider range of consumers
Serve Responsibly

The Serve Responsibly program was created to raise awareness of alcohol servers at hotels and restaurants that are ThaiBev’s customers. ThaiBev holds workshops with invited experts and professionals such as doctors, police, and lawyers to educate servers about legal and medical issues that can arise due to alcohol consumption. Lecturers explain the effects of alcohol on the body that result from drinking alcohol, and provide guidelines on how to serve alcoholic beverages responsibly. Servers are trained in consumer safety and are taught to refrain from serving alcoholic beverages to customers who drink irresponsibly.

The program aims to reduce problems that may occur in society due to overconsumption of alcohol. Three workshops take place each year. 2019 marked the fourth year of the program. ThaiBev has expanded the workshops to hotels and premium restaurants as well as pubs and bars located in popular tourist destinations such as Nakhon Ratchasima, Chiang Mai, and Phuket. More than 150 alcohol-serving staff have participated. ThaiBev has improved the workshop from the previous years by asking participants to take part in activities and share their opinions.

Participants were divided into five teams to compete in activities that encourage them to think and learn in real-time situations. Teams were quizzed about alcohol laws, taught how to pour standard-sized drinks, and encouraged to share stories about accidents caused by excessive drinking. The Thai Foundation for Responsible Drinking provided information brochures titled “Drink Safely, Serve Responsibly” to participants and media who attended the workshops.

In the beginning of 2019, ThaiBev organized a video contest titled “Serve Responsibly”. More than 20 groups of students from leading universities submitted their entries through the EISA (Education Institute Support Activity) program. The winning video is shown to participants at the training sessions to help raise awareness about serving alcoholic beverages responsibly. The competition encourages students to think about how to produce creative videos about serving responsibly that benefits society. Since 2016, ThaiBev has organized eight training sessions with more than 450 entrepreneurs and 100 to 150 alcohol servers participating. On average, each participant serves alcohol to 6,000 customers per year. Thus, more than two million customers are served alcohol by servers that were trained by this program. This promotes safe alcohol consumption.

At the end of the training sessions, all participants receive certificates to show that they have completed the training program to serve alcohol in a socially responsible manner. Due to improvements in the training that made it more enjoyable, participants rated their satisfaction in the latest workshop as high as 95 percent.
Serve Responsibly Program

8 workshops organized

Over 450
restaurants and sales/alcohol service
providers participated (100-150 persons per year)

1 employee serves
customers/year (on average)

2 million
customers/consumers received good care from employees,
resulting in safe consumption of alcohol

are satisfied with the workshop activities

satisfied with the courses and content

This project is consistent with the third UN Sustainable Development Goal (SDG 3.5 Strengthen the prevention and treatment of substance abuse, including narcotic drug abuse and harmful use of alcohol). It was found that alcohol serving staff who completed the training sessions were able to apply the knowledge at work and able to stop serving customers who were not in a condition to consume more alcohol. As a result, the volume of servings decreased 33 percent.
Commitments and Achievements

In 2019, ThaiBev created a “Serve Responsibly” page on Facebook as a media channel for the project. The page increases awareness via social media so that entrepreneurs, former participants of the project, and the general public can learn about responsible serving and drinking as well as exchange opinions on the issues.

Currently there are more than 800 people following the page and more than 300 personal posts on the Facebook page. These numbers also help enhance the public image of ThaiBev as a socially responsible organization.

Kamolnai Chaixanien

Senior Vice President and Chief Corporate Affairs
“We hope participants will share their knowledge and experience with their co-workers because we believe it’s important for service providers to look after the welfare and safety of consumers. This project has successfully shown consumers that ThaiBev is a socially responsible organization.

It is our belief that once every employee sees our good work, they will feel proud to work in such a caring and socially responsible organization.”

Chusri Prasertsin

Assistant Director, Office of Legal Affairs Serve Responsibly Legal Lecturer
“Many people say that the law is difficult to understand and not relevant to them. But this training helps service staff to understand that they are an integral part of looking after the lives of customers and must be socially responsible. As a lecturer, I am impressed by participants’ willingness to learn.

For the business to grow sustainably, alcoholic beverages must be sold with morality and consciousness. In addition to taking care of themselves, service staff must take care of our partners and all stakeholders. If they are able to balance these things, it enables entrepreneurs to operate happily and sustainably.”

Chatbodin Klatprasert

Hotel Manager Sala Khaoyai Hotel, Nakhon Ratchasima Province Participant in the 6th Serve Responsibly workshop
“I have been working in the hotel industry for about 20 years, but there are still things that I do not know or am mistaken about. Today I came here to learn about legal matters, obtain medical information, and listen to a law enforcement officer’s perspective. This is the kind of information that people working in the service industry should be aware of.

Thank you to ThaiBev for organizing beneficial activities for entrepreneurs in Khao Yai. I am confident that the participants in this training will be able to truly serve responsibly.”
Moving Forward in 2020


entrepreneurs and service staffs
from 80-100
hotels and restaurants in provinces popular with tourists, such as Surat Thani (Koh Samui), Chiang Rai, Khon Kaen, and Nakhon Ratchasima, will attend the workshop

The “Serve Responsibly” Facebook page will be expanded by adding fun activities to attract more followers and continuously promote the project. The goal is to reach
by 2020

The most challenging goal of the project
is the expectation that
of participants will use the information or knowledge to provide services and serve responsibly. Since the training focuses on raising awareness, therefore, it is up to the participants’ commitment whether to provide the service responsibly and with total regard for consumer safety.
Moving Forward

In 2025
The training program will be offered in all regions of the country.

The goal is to train
1,500 participants
(throughout the entire project’s duration) by 2025 The program will be expanded to train ThaiBev employees who work as sales promoters (PG) and in the sales and marketing department.