Enhancing Customer Experience

Customer Relationship Management (CRM) refers to the systematic management of customer relationships through the effective use of technology and human resources to enhance service quality, strengthen understanding of customer needs, and respond to those needs across both products and services, with the objective of achieving the highest level of customer satisfaction.
The objectives of CRM extend beyond traditional customer service to encompass the collection of customer databases and customer needs. The Company analyzes this data and applies insights to drive continuous improvement in service delivery and operational policies, aiming to enhance customer satisfaction and cultivate organizational loyalty. Ultimately, CRM development seeks to transform consumers into lifelong customers (Customer Loyalty).
 

BAM is committed to ensuring that all customers, debtors, and service users receive equitable treatment and appropriate benefits, while continuously enhancing and maintaining sustainable long-term relationships. The management approach is governed by the following core principles:
     1)    Respond to the needs of customers and debtors by providing products and services of appropriate quality at fair and reasonable prices.
     2)    Respect customers’ and debtors’ privacy, including the protection of personal data, in compliance with applicable laws and regulations.
     3)    Establish accessible channels for customers and debtors to report issues related to products and services through postal mail, email, in-person contact, telephone, electronic channels (website), and the Customer Information Service Center (Call Center), enabling timely and appropriate resolution and continuous service improvement.
     4)    Support initiatives that foster and sustain robust, long-term relationships between customers, debtors, and the Company.
 

BAM takes customer feedback, complaints, and identified issues into consideration and promptly implements corrective actions and improvements to its operational processes in cases where immediate action is feasible. Illustrative incident: Customer A expressed interest in a property advertised on BAM’s website and subsequently reserved the property through the Company’s online reservation system. Under the applicable process, Customer A was entitled to priority consideration as the first party to complete the reservation. At approximately the same time, Customer B submitted a purchase offer and paid a deposit through an offline sales channel with a sales officer. Due to a lapse in operational coordination, the sales officer did not immediately remove the property listing from the digital platform upon receipt of the offline offer. As a result, the property continued to appear as available for sale online. This situation led to a conflict between online and offline sales channels and resulted in a duplicate purchase request for the same property. Following a review of the incident, the sales process was restructured to enhance operational controls. Procedural requirements now mandate that upon receipt of a purchase offer, the corresponding property listing must be immediately removed from the digital platform to prevent duplicate reservations. Prior to the acceptance of any offline purchase offer or deposit, sales officers are strictly required to verify via the online system to confirm the absence of prior digital reservations. In response to this incident, the management team contacted Customer A directly to clarify the circumstances. A formal apology was extended for the oversight, together with a commitment to enhance operational procedures and service quality. The Company subsequently processed a full refund of the deposit to Customer A.

4.1  Identify the processes used to monitor effectiveness

1)    The Corporate Communications Department (Customer Relations Unit) receives complaints and whistleblowing reports from customers and external parties. The issues or concerns raised are then forwarded to the relevant departments for acknowledgement and action in accordance with the Company’s established complaint and whistleblowing handling procedures. The relevant departments are required to provide progress updates within the specified timeframe.
2)    The Corporate Communications Department (Customer Relations Unit) follows up with the relevant departments regarding the submitted cases or issues raised through complaints or whistleblowing reports.
 3)    The Corporate Communications Department (Customer Relations Unit) coordinates with customers to verify contact by the relevant Company officers, confirm whether discussions or negotiations have occurred, and ascertain whether the identified issues have been addressed or resolved. If the issues remain unresolved, the Customer Relations Unit will e-engage with the relevant departments to monitor ongoing progress. 
4)    The relevant departments submit progress updates or confirmations of corrective action completion to the Corporate Communications Department.
5)    The Corporate Communications Department (Customer Relations Unit) contacts customers to conduct service satisfaction assessments of BAM's service delivery, with the objective of continuously improving and enhancing service quality to achieve optimal customer satisfaction.
6)    The Corporate Communications Department (Customer Relations Unit) compiles complaint and whistleblowing case reports and presents them to the Management Committee (MC), the Corporate Governance for Sustainability Committee (CGS), and the Bank of Thailand (BOT) on a quarterly basis.

4.2   Define objectives, targets, and indicators used to assess progress

1)    Deliver optimal customer satisfaction by continuously developing and improving service quality based on customer feedback and recommendations.
2)    Create positive customer experiences by organizing relationship-building activities to understand customer needs and facilitate product information exchange, and by establishing channels for receiving customer feedback and complaints to continuously improve operational effectiveness.
3)    Maintain relationships with existing customers and expand the customer base to strengthen customer confidence in service quality and excellence comparable to that of leading financial institutions.
4)    Measure customer satisfaction using defined indicators, with a target customer satisfaction level of not less than 80 percent.

4.3  Demonstrate effectiveness of actions and progress toward objectives and targets

1)    Achieve a customer satisfaction level with BAM's services of not less than 80 percent.
2)    Review and resolve customer complaints within the specified timeframe for not less than 80 percent of total complaints received, through thorough investigation and coordination with relevant departments. Exceptions apply to cases requiring external authority involvement, such as those handled through the Bank of Thailand or the Ministry of Finance, particularly those related to debt restructuring, which necessitate extended timeframes and formal procedural processes.

4.4  Identify lessons learned and their application to organizational policies and operational procedures (Based on negative impact incidents that have occurred within the same industry, as referenced in Section 3).

1)    Recognize and address human error in operational processes.
2)    Enhance accuracy and diligence in operational procedures.
3)    Strengthen cross-functional coordination and communication. 
4)    Ensure the provision of accurate and complete information to customers.

        Transparency is a fundamental element of organizational trust at BAM. The Company continuously discloses corporate information through various channels, including its website, press releases, media interviews, public relations communications, and meetings with investors and analysts via both online and offline platforms.

4.5  Define approaches for stakeholder engagement related to the management approach or reporting on the effectiveness of actions.

1)    Apply a stakeholder management approach based on the Company’s Five Principles of Goodness, namely: Good for the nation, society, shareholders, customers, and employees. BAM operates under the principles of good corporate governance and social responsibility, while supporting and upholding human rights policies.
2)    Establish whistleblowing channels for receiving feedback and complaints to support continuous improvement of service quality, with the objective of achieving optimal customer satisfaction.