Performance 2024

Development of product quality and standards

The company is committed to delivering high-quality products and services at reasonable prices to support its customers' business capabilities. It is dedicated to enhancing production processes to elevate product standards to international levels. Covering 100% of the company's operating area in Buriram Province. The company has achieved certifications for ISO 9001 (Quality Management System), ISO 45001 (Occupational Health and Safety Management System), ISO 14001 (Environmental Management System), and ISO 17025 (Laboratory Testing and Calibration Accreditation). Currently, the company continues to develop various systems to ensure organization-wide connectivity for optimal sales, production, and delivery planning.

In 2024, customer demand for rubber products compliant with the EU Deforestation Regulation (EUDR), which requires specific characteristics as mandated by the law, significantly increased. In response, the company has enhanced its raw material sourcing and supplier verification processes to ensure responsible labor and environmental practices. This includes obtaining sustainability management standards, such as the Forest Stewardship Council (FSC) certification, along with additional documentation to enable traceability back to the sources of raw materials as required by EUDR.

Enhancing Service Quality and Communication

The company is focused on enhancing service quality and the skills of sales personnel, as well as coordinating and facilitating the reception of customers visiting from abroad. This ensures that customers derive maximum benefit from their visit and achieve their objectives with a positive impression of the factory tour. Additionally, the company provides various communication channels tailored to customers from different countries to address issues or complaints quickly and effectively.

Providing accurate and reliable information to customers is crucial for building trust. Therefore, the company has established credible information sources to ensure employees receive the most accurate and up-to-date news and data related to the rubber industry. These sources include Global Data for information on the demand volumes of various types of tires globally, Sublime China Information (CSI) for data on rubber usage and pricing in China, the International Rubber Study Group (IRSG) for climate conditions and factors affecting global rubber supply, and Bloomberg for updates on global economic conditions, exchange rates, and oil prices that impact selling prices.

Customer Relationship Management

The company regularly attends rubber association events in China, Singapore, and Thailand each year. This helps maintain relationships with existing customers and establish connections with target customers. As a result, in 2024, the company gained one more customer in the automotive tire industry. Additionally, the company recognizes that the quality of its products and services significantly impact its customers' business operations. Therefore, it invites both current and prospective customers to visit its production process, from raw material intake to manufacturing and packaging storage. This allows customers to understand and trust the production processes, assuring them that the products delivered meet international quality standards and are socially and environmentally responsible throughout the supply chain.

Customer Complaint Management

The company is committed to facilitating and assisting customers in all situations, especially in emergencies that require urgent resolution to help minimize potential damage. To this end, the company has established communication channels to provide information, receive feedback, and handle complaints. The sales and marketing personnel oversee these channels, which include telephone, email, communication applications, and the company’s website. The company has implemented a systematic complaint management process and has set a response time for customer complaints within three days. For complaints related to product quality that involve multiple departments, clear responsibilities and procedures have been established, along with considerations for appropriate and fair compensation. In 2024, the company received no complaints from customers regarding product quality.

Customer Satisfaction Assessment

The company conducts customer satisfaction assessments regularly every six months using a rating scale to evaluate satisfaction in areas such as communication, service, and product quality. The scores are averaged to summarize the results for the year.

In 2024, customers suggested providing morning sales pricing to increase business opportunities. In response, the company adjusted its pricing policy to include morning pricing on days when there are remaining raw materials from the previous day's sales, instead of offering prices only in the afternoon. This change facilitates customers and creates additional revenue opportunities for the company.

The main goals and notable outcomes of the initiatives focused on enhance customer experience are summarized in the table below.