Page 198 - THAILAND PRIVILEGE ANNUAL REPORT 2025

services and offers, while organizing activities aimed aim to ensure the delivery of high-quality services to
at creating memorable experiences and strengthening members. Key initiatives include training programs such
member engagement. In this regard, the Company as “AI for Enhancing Organizational Work Efficiency,”
upgraded a wide range of services, including the “Fundamental Knowledge of Personal Data Protection
expansion of Electronic Cart services at the Main Terminal Law and Response to Personal Data Breaches,” which
and SAT-1 at Suvarnabhumi Airport, the enhancement of focuses on safeguarding members’ information, and
benefit reservation channels via the mobile application, Service Excellence training to strengthen professional
and the provision of services related to marriage performance in alignment with the Company’s context
equality registration. In addition, the Company further and objectives.
developed privileges across the five core pillars of its
product offerings through strategic partnerships with In parallel, the Company has enhanced its
leading organizations, such as Kasikornbank (KBANK), information technology (IT) infrastructure to support
Siam Commercial Bank (SCB), Bangkok Bank, Muang Thai member services and has leveraged data-driven insights
Life Assurance, Fitness First, The Standard Hotel, Central derived from the development of a Sales Call Center
Department Store, and Robinwood Golf Club, among system and dashboard to further support operations
others, to comprehensively support members’ lifestyles. and strategic decision-making. The Company has also
continued to improve its mobile application and chatbot,
With respect to relationship management and alongside the implementation of a robust personal data
the strengthening of member loyalty, the Company protection framework, to deliver services that are of high
continuously organizes member engagement activities, quality, convenient, efficient, and secure for members.
with a focus on exclusive experiences designed to foster
lasting impressions, strong emotional connections, and Business Operations Aligned with Sustainability
long-term loyalty. Examples include the Yi Peng Festival Goals
activities in Chiang Mai and river cruise events during the The Company is committed to conducting its
Chao Phraya River illumination festival. The Company’s business in alignment with sustainability objectives,
performance over the past year reflects the success of its guided by Environmental, Social, and Governance
membership initiatives, as evidenced by an exceptionally (ESG) principles. The Company places strong emphasis
high member satisfaction rate of 99.16%, underscoring on minimizing environmental impact, supporting
the value delivered and the strong appreciation for the communities and society at large, and enhancing
services and privileges received by members. corporate governance and transparency in management.
These efforts aim to create sustainable value for
Organizational Management Toward Excellence shareholders, members, and business partners through
and Sustainability both short-term and long-term strategic plans that align
The Company is committed to enhancing with current global trends and changes.
organizational management processes to ensure
efficiency, transparency, and modernity. This is achieved In addition, the Company continues to explore
through continuous workforce development, including investment opportunities and the expansion of new
training and experiential learning aligned with the business initiatives through various approaches,
Company’s strategic direction, as well as the cultivation including studies on a Second Growth Engine and New
of strong organizational values and a service culture that Business projects, to identify investment opportunities
is both professional and genuinely caring. These efforts and revenue-generating channels that will strengthen

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