Customer Relationship Management
Supporting the Sustainable Development Goals
Plan B places great importance on building and maintaining long-term customer relationships, recognizing that customer behaviors, expectations, and needs are constantly evolving due to technological, economic, social, and consumer trends. The Company continuously adapts to these changes and has developed a systematic Customer Relationship Management (CRM) strategy to retain existing customers and effectively expand its customer base.
Plan B is committed to enhancing customer relationship management to maximize satisfaction and deliver positive customer experiences. This approach is also a key strategy for driving sustainable long-term business growth. Each year, the Company conducts a sales team evaluation survey with both direct clients and agency clients, assessing various aspects such as expertise in out-of-home media, ability to design media plans aligned with client objectives, problem-solving capabilities, and other relevant factors. These insights are used to strengthen marketing approaches and customer engagement, thereby reinforcing strong and lasting stakeholder relationships.
Key Objectives:
Strengthen long-term trust and satisfaction
Adapt to rapidly changing consumer needs and behaviors
Elevate service standards to create competitive advantage
Goals and Performance Highlights
Goals
Achieve a customer satisfaction score
≥ 4.70 out of 5.00
Strengthen long-term trust and transparent communication with customers.
Develop a systematic CRM strategy to retain existing clients and expand new customer segments.
Enhance professional service standards to build competitive advantage.
Performance Highlights
Customer Satisfaction Score
4.81
Number of customers surveyed
372 respondents
Top three areas of highest satisfaction Professionalism and demeanor of employees, Clear and effective communication, and Strong service knowledge and expertise
Commitment, Challenge and Opportunity
Commitment
Plan B is committed to building customer relationships based on transparency, responsible communication, and the delivery of quality media, with the aim of strengthening trust and creating long-term shared value.
Challenges
- Rapidly changing consumer behaviors and customer needs
- The need to uphold responsible advertising standards
- Managing and protecting customer data in compliance with personal data protection laws
Opportunities
- Leveraging insights and digital technologies to deliver more targeted communications
- Building strategic partnerships with clients to develop sustainable and innovative solutions
- Enhancing the Company’s reputation as a reliable and sustainable business partner
Management Approach and Practices
The Company distributes customer satisfaction surveys to both Direct and Agency clients, covering multiple dimensions including sales skills, expertise in out-of-home media, professionalism, communication, and problem-solving ability. The results of these surveys are analyzed in depth to identify strengths and areas for improvement across products, services, and work processes. The focus is on addressing short-term customer expectations while enhancing long-term customer experiences. Summary reports are then shared with management and relevant teams to guide continuous improvement. Based on survey findings, the Company has implemented several initiatives, such as:
Product and Service Development
Enhancing advertising media, packages, and service offerings to better meet customer needs, including designing media formats tailored to specific target audiences at each location and developing technologies to address evolving client requirements.
Internal Process Improvements
Streamlining operations to be more efficient, responsive, and aligned with higher quality standards.
Customer Experience Management (CXM)
Establishing a dedicated CXM team as the central unit for managing customer experiences. The team focuses on understanding customer needs and expectations in depth, while also enhancing the capabilities of the sales force by providing necessary tools and data to strengthen confidence in presenting products and services, ultimately delivering superior customer experiences
Customer Satisfaction Score
In 2024, the Company set a target customer satisfaction score of 4.70 out of 5.00. The results demonstrated outstanding success, with the Company achieving a score of 4.81, surpassing the established target. An in-depth analysis revealed that customers were most satisfied in three key areas: Professional demeanor of employees, Clear and effective communication and Service knowledge and expertise
Building on these results, the Company continues to enhance service quality and strengthen the capabilities of its sales staff through the following approaches:
- Specialized Training Programs: Development of tailored training courses focusing on effective communication, accurate customer needs analysis, and professional solution delivery to better meet rapidly evolving customer expectations.
- Customer Feedback Loop: Establishment of a real-time system to collect customer feedback after services are provided, enabling proactive service improvement. The insights are also used to support performance evaluations and personalized development planning for sales staff.
- Up-to-Date Training Curriculum: Continuous monitoring of consumer behavior trends and industry shifts to refine and modernize training programs, ensuring that employees remain fully equipped to respond quickly and effectively to customer needs.
| Performance | 2022 | 2023 | 2024 | Target 2025 |
|---|---|---|---|---|
| Number of customers who have completed satisfaction surveys | 212 | 323 | 372 | 400 |
| Customer Satisfaction Score | 4.65 | 4.67 | 4.81 | 4.90 |
Stakeholders Directly Impacted
Employees
