Customer Relationship and Brand Management

Importance

Customer needs, expectations, and behaviors are continuously evolving, making strong customer relationships and a trusted brand increasingly important to long-term business success. Customers increasingly value meaningful experiences, quality, convenience, transparency, and responsible business practices, which can directly influence customer trust, loyalty, brand reputation, and business performance.

Central Retail continuously listens to and gathers customer feedback across various touchpoints to understand changing needs, identify areas for improvement, and enhance products, services, and overall customer experience. Insights from customer interactions and data enable the organisation to respond more effectively to these evolving expectations and create experiences that remain relevant to customers. At the same time, responsible use and protection of customer data are essential to maintaining trust and long-term relationships.

Management Approach

CRC is committed to deliver positive customer experiences through an integrated Customer Experience Management (CXM) and Customer Relationship Management (CRM) framework – enabling effective customer engagement, systematic closed-loop feedback management, timely complaint resolution, and continuous improvement of products, services throughout customer journeys across all channels. Customer Relationship Management (CRM) across Central Retail’s business groups operates aligned with Ethical Marketing Policy. This policy forms part of Central Retail’s overarching management approach, rooted in the ‘CRC Care’ business philosophy that prioritizes responsibility, honesty, and stakeholder well-being. By upholding these principles, Central Retail goes beyond legal compliance—building trust in its brand by effectively managing the benefits and possible negative effects associated with CRM practices.

Ethical Marketing Policy

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Customer Experience Management (CXM)

CRC has established a Customer Experience Management (CXM) programme to systematically measure, monitor, and improve customer experiences across the organisation. The CXM programme provides a governance framework for managing customer satisfaction performance through key customer metrics, including Customer Satisfaction Score (CSAT) and Net Promoter Score (NPS). Performance is monitored at multiple organisational levels—from executive-level dashboards to individual business units and customer touchpoints—enabling data-driven decision-making and targeted improvement initiatives, developing products and services, and brand management.

The programme incorporates a closed-loop feedback process, whereby customer feedback is reviewed, appropriate follow-up actions are taken with customers where necessary, and insights are translated into improvement initiatives. Cross-functional governance mechanisms ensure that customer experience performance is regularly reviewed, priorities are established, and improvement actions are tracked to completion. This structured approach promotes accountability, supports continuous enhancement of customer experiences, and reinforces the CRC's commitment to customer-centric operations.

Customers can conveniently contact any touchpoints of CRC businesses through multiple channels to request support, provide feedback, or submit complaints, including:

AI-powered chatbot

Omnichannel feedback forms (Online and Offline)

Dedicated customer service hotline

In-person support at stores and service locations

Integrating Customer Feedback into Continuous Improvement

Customer feedback is systematically collected from multiple touchpoints, including point-of-sale systems, online stores, mobile applications, and loyalty programmes, and analysed by a dedicated Customer Experience Center of Excellence, translating insights into understanding of customer preferences, lifestyles, and purchasing patterns - enabling business units to elevate service quality, refine targeted marketing. Becoming continuous improvements across customer experiences, products, services, and operations to better meet customer needs.

Stakeholder Engagement

Central Retail also places strong emphasis on staff training, ensuring employees are well-prepared in technology and customer relationship management. In addition, Central Retail enforces strict data protection measures that comply with legal requirements, supported by robust cybersecurity to prevent potential threats. Its commitment to sustainability and support for local businesses further strengthens trust, elevating Central Retail’s brand perception and long-term prospects.

Central Retail maintains active communication with customers through an omnichannel network that spans websites, social media, and mobile apps, ensuring inquiries are addressed quickly and effectively. This dedication to timely support strengthens customer confidence and elevates the brand’s reputation. In addition, customer service for disabled or elderly customers are also embedded in continuous improvement mechanisms.

The insights gained from these interactions have validated CRM efforts and informed strategic enhancements aimed at sustainable business growth and customer satisfaction. To improve customer experience, Central Retail collected more than 1 million responses from all channels and analysed the input to refine its service offerings. In 2025, 99.8% of all customer complaints were resolved, highlighting Central Retail’s focus on customer-centric service and its drive for sustainable business success.

Project Highlights

Central Retail Southern Flood Relief & Recovery Mission

In response to the severe flooding across Southern Thailand in November 2025, Central Retail step up for aid and provided concrete recovery support, mobilizing the full potential of the organization and partners across all sectors to help residents return to their normal lives and overcome the crisis as quickly as possible. The relief efforts were implemented in two phases, beginning with the Emergency Phase, which provided urgent assistance ranging from food and essential supplies to construction materials and the utilization of shopping mall and department store spaces. Central Retail also served as a ‘Central Hub’ to collect, prepare, and transport aid from branches nationwide, totaling over 30 million Baht in value. And the Recovery Phase, which included cleaning residential areas, inspecting and repairing damaged electrical appliances, providing vehicle maintenance, and facilitating transportation and access to essential goods. Furthermore, Supersports donated apparel and sports equipment to the community and restored Municipality School 2 (Ban Hat Yai). Meanwhile, OfficeMate and B2S provided cleaning supplies and educational equipment worth over 370,000 Baht to five schools in the Hat Yai district. Additionally, Central Marketing Group (CMG) donated clothing, undergarments, footwear, and other necessities valued at over 6.7 million Baht through the Tiang Chirathivat Foundation. Through collaboration with partners and government agencies, Central Retail aimed to revitalize the local economy and strengthen the community, ensuring that Southern residents can resume their lives and drive the Thai economy forward with stability once again.

TOPS ‘Discover Fun Fest – Your Discount, Your Choice’

The ‘Discover Fun Fest – Your Discount, Your Choice’ campaign was designed based on the Customer-First Principle, aiming to drive sales and build momentum during the second quarter of 2025—particularly during the Songkran Festival—by empowering customers to choose discounts for the products they desire. The event has been organized for fourth consecutive year, the campaign covers all TOPS branches nationwide, collaborating with over 93 leading brand partners to offer discounts of up to 20%, creating a fun, unique, and customer-focused shopping experience for both The 1 members and new customers. This reinforces the success of the Customer Empowerment concept, which encourages customers to engage with the campaign through the power to select discounts for their preferred items, perfectly aligning with customer insights and personalized needs. Furthermore, the Seasonal Mood of the Songkran Festival serves as a key catalyst to effectively stimulate spending during this high season.