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Customer Relationship Management
ThaiBev continuously seeks to satisfy its customers, especially agents who are the key business partner. ThaiBev initiated numerous projects to develop customer capacity and to work more closely with agents as business consultants in order to increase their satisfaction in working with ThaiBev. The company co-developed, managed and supported business partners to sustainably grow and increase their profits. The focus area is an online sales activity through business partners to reduce cost and increase speed for modern era.
Towards 2025 and Beyond
  • Maintain customer satisfaction scores at 85% or higher in all commercial aspects.
  • Increase participation of online sales in the food business. Build higher engagement with consumers and deeper partnerships with customers.
  • Increase participation of digital loyalty program (customers).
  • Increase sales opportunities in all restaurant brands through delivery services, both from ThaiBev’s own platforms and on partner platforms.
In 2022, ThaiBev plans to expand its “Serve Responsibly” training to every region, with more than 1,500 participants, and to share knowledge about social responsibility with its employees, including those in promotion, sales and marketing, etc.
Target progress & timeline
2021 Highlight
Business Partner Development Plan
ThaiBev is dedicated to offering training opportunities while working with the business partners to pursue sustainable growth in sales and profits. The company organized Agent Development Program with ThaiBev (ADEPT) courses that business partners can take with different focuses such as, Vehicle Agent Development Course, Warehouse and Transportation Management Course, Internal Operations Management Course.
Customer Behaviour Analysis System
The food business group collaborated with CMKL University, which was established as a collaboration between Carnegie Mellon University (CMU) and King Mongkut’s Institute of Technology Ladkrabang (KMITL), to develop a system for analyzing customer behaviour. The system obtains data from real services used to maintain a customer base. These services include personalized marketing, such as offering special privileges and e-coupons through push notifications to members of the BevFood application. These messages can be sent to all members or specific groups or individuals among designated targets and can include the terms and duration of promotional use. Furthermore, there is a system to track the feedback of various promotional activities. This data can be used to develop future activities and increase customer use and satisfaction.
Online Customer Relationship Management
The company has developed an online platform to meet the aforementioned needs of both traders and consumers by created content related to the lifestyles of the new generation including the use of “digitally proactive” marketing strategy, focusing on increasing the use of digital technology and social media in various platform to better the sales and service, and to create the brand loyalty. The examples of the tools include OISHI Club Application and Sermsuk Family Application.
Sermsuk Family Application
“Sermsuk Family,” a LINE application is developed to provides customer and product information and allows business partners to participate in activities and collect points to redeem rewards. This application has received excellent feedback from participating stores.
“Sermsuk Camp”
LINE application is another channel dedicated to communications and lists of activities that customers are participating in, enabling all to be on the same page and increasing customer satisfaction.
% ThaiBev customer satisfaction increased significantly in 2021
%Customer satisfaction 2021
Conducted by the Faculty of Economics; Kasetsart University
ThaiBev has always recognized the importance of customers satisfaction of our products and services. We have surveyed 100% coverage of 657 key respondents from all sales channels .This sample group was statistically significant and representative of the customer base.

The result in 2021 is very remarkable and shows a significant improvement from the customer satisfaction from 88% in 2020 to 95% in 2021 that presented to our customers are confident in the company and commit to growing their business sustainably with the company.

ThaiBev is further exploring to new aspects of feedback from commercial perspective to ensure our customers can be more confident in ThaiBev’s reputation and sustainability .
% Thaibev online customers and revenue trend to increase continuously
% coverage online customer and revenue 2021
The performance Oct 20 – Sept 21
Due to the impact of COVID-19 creating dramatically increasing opportunities in the online both of B2B and B2C. The company keeps up with the digital trend, including online ordering and service platforms which is an increasingly important channel going forward to grow the business with partners. Online operations not only build further sustainable revenue but also support improving the operation efficiency, reducing costs, and managing risks for sustainable growth.

In 2021, The online performance has been received well in both B2B and B2C. The total online revenue covered 52% of all revenue, which was increased from 51 % in 2020, and the % coverage of total online customer of all customers also increased significantly from 27% in 2020 to 43% in 2021 (+ 59% growth)