Customer Relationship Management
Supporting the Sustainable Development Goals
Plan B prioritizes the establishment and maintenance of long-term customer relationships, recognizing that customer behaviors, expectations, and needs are constantly evolving due to technological, economic, and social factors, as well as shifting consumer trends. The Company continuously adapts to these changes and has implemented a Service Quality Management Policy to serve as a core framework for systematic customer relationship strategies, aimed at effectively retaining existing clients and expanding our new customer base. Consequently, the Company is committed to enhancing customer relationship management to ensure maximum satisfaction and deliver exceptional experiences, which serves as a vital strategy for long-term business growth.
Furthermore, the Company upholds a responsible advertising business model through a rigorous content screening process to prevent the dissemination of unethical media or content that impacts human rights. This is conducted alongside maintaining robust data security and customer privacy in strict compliance with personal data protection laws. Our primary objectives are as follows:
Strengthen long-term trust and satisfaction
Adapt to rapidly changing consumer needs and behaviors
Elevate service standards to enhance competitive advantage
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
Customer Satisfaction Assessment and Voice of the Customer
The Company conducts annual customer satisfaction surveys for both direct clients and advertising agencies. These assessments evaluate multiple dimensions, including expertise in out-of-home (OOH) media, strategic media planning capabilities tailored to client objectives, problem-solving skills, personality, and communication. We also incorporate market trends into our analysis to maintain strong relationships with customers and stakeholders.
Customer Satisfaction Performance
In 2025, the Company achieved an average customer satisfaction score of 4.72. While this reflects a positive level of satisfaction, the score declined compared to 2024 and fell short of the established target of 4.90. Through transparent data analysis and in-depth client feedback, the Company identified key challenges regarding communication efficiency, service responsiveness, and professional standards in certain processes, which impacted the customer experience during specific periods.
These results were partially influenced by the expansion into new advertising media categories and the integration of sales teams from newly acquired media rights, which led to coordination and service delivery challenges during the transition. However, the decrease in the average score is also attributed to the Company’s success in expanding its data collection coverage to a broader range of customers, reaching 65.0%. This expanded scope provides more comprehensive, fact-based insights that are essential for long-term development.
| Customer Satisfaction Score | 2023 | 2024 | 2025 | 2026 Target |
|---|---|---|---|---|
| Number of customers included in the satisfaction survey distribution | N/A | 794 | 846 | > 850 |
| Number of customers who completed the satisfaction survey | 323 | 372 | 550 | 600 |
| Customer satisfaction survey response rate | N/A | 46.9% | 65.0% | >70.0% |
| Customer satisfaction score | 4.67 | 4.81 | 4.72 | 4.90 |
Proactive Customer Experience Enhancement Strategy
The Company has conducted an in-depth analysis of satisfaction survey results to identify strengths and opportunities for improvement across products, services, and operational processes. Our focus is on meeting short-term expectations while elevating long-term customer experiences. Comprehensive summary reports are shared with executives and relevant teams to address identified challenges and drive toward the satisfaction target of 4.90 by 2026. The Company has established the following proactive measures:
Stakeholders Directly Impacted
Employees
