Stakeholder Engagement Management
We actively engage with all sectors, including customers, employees, business partners, investors, communities, and other stakeholders, by listening openly to their perspectives and feedback, and working collaboratively to create shared value and promote sustainable growth. We believe that sincerely addressing the concerns of every stakeholder is central to enhancing our products and services. Our approach prioritizes building long-term bonds and supporting community development alongside the steady advancement of our business.
Goals and Progress
Engagement score from multi-stakeholder survey
| Year | Goals |
|---|---|
| 2025 | 77% |
| 2024 | 81% |
| 2023 | 81% |
| 2022 | 80% |
Supporting the SDGs
Stakeholders Directly Impacted
Key Performance 2025
Stakeholder Engagement Management Approach
Charoen Pokphand Group is committed to balancing value creation, mutual benefit, and strong relationships with all stakeholder groups through inclusive communication and engagement.
The Group conducts annual stakeholder surveys across its production bases and business operations in 23 countries and economic zones worldwide to ensure that engagement processes align with international standards and are adaptable across all business units. To enhance the effectiveness of stakeholder engagement, the Group adopts the AA1000 Stakeholder Engagement Standard as a guiding framework. This includes preparing relevant information and personnel, conducting in-depth data analysis, and establishing systematic reporting and follow-up mechanisms. Additionally, the Group places strong emphasis on building cross-sector collaboration networks with various partners to share knowledge and experience, and to jointly implement initiatives and activities that promote long-term sustainability.
Stakeholder Engagement Process
Charoen Pokphand Group is committed to engaging all stakeholder groups, recognizing that the success of the organization is directly linked to the well-being of its stakeholders, whether employees, customers, investors, suppliers, communities, or the environment.
The Group places strong emphasis on building strong, long-term relationships with all parties affected by its business operations. To achieve this, the Group implements an effective stakeholder engagement process to ensure that stakeholders’ voices are heard and that their concerns and expectations are appropriately addressed. The Group maintains transparent communication, listens with sincerity, and fosters mutually beneficial collaboration, ensuring that its business operations are sustainable and truly create value for all involved.
Stakeholder Prioritization Process
Charoen Pokphand Group applies a systematic stakeholder engagement approach to identify, assess, and prioritize key stakeholders
recognizing that each group holds varying levels of influence on and is affected by the organization to different extents. To manage these relationships effectively, the Group conducts careful analysis of stakeholder expectations and concerns, alongside evaluations of potential influence and impact. This process informs strategic planning and ensures that communication and relationship-building with each stakeholder group are appropriate, inclusive, and aligned with international standards.
Identification and Prioritization of Stakeholders
Stakeholder Engagement Survey Results
Charoen Pokphand Group places strong importance on continuously strengthening engagement with stakeholders. Regular surveys are conducted to gather direct insights and feedback.
reflecting the Group’s commitment to truly listening and fostering meaningful participation. These surveys are systematically designed to assess stakeholder awareness, expectations, and satisfaction with the Group’s business practices. The insights gained from these surveys are integrated into the Group’s strategic planning and decision-making processes. This ensures that business operations are continuously improved and aligned with stakeholder needs, effectively supporting the Group’s sustainable development goals
Engagement score from multi-stakeholder survey
| Year | % |
|---|---|
| 2025 | 80% |
| 2024 | 81% |
| 2023 | 81% |
| 2022 | 80% |
Stakeholder Engagement Score by Questionnaire Section
Sustainability Performance
Communication, Listening and Response
Overall Satisfaction
Sustainability Performance
| Year | % |
|---|---|
| 2025 | 72% |
| 2024 | 77% |
| 2023 | 84% |
| 2022 | 80% |
Communication, Listening and Response
| Year | % |
|---|---|
| 2025 | 77% |
| 2024 | 83% |
| 2023 | 78% |
| 2022 | 79% |
Overall Satisfaction
| Year | % |
|---|---|
| 2025 | 80% |
| 2024 | 84% |
| 2023 | 81% |
| 2022 | 80% |
Customer Relationship Management
Charoen Pokphand Group recognizes the importance of building strong relationships with customers as a foundation for long-term business success.
Customer Relationship Management (CRM) is therefore one of the Group’s core strategies, aimed at enhancing customer satisfaction and fostering lasting engagement. The Group utilizes advanced CRM tools to collect and analyze customer insights, enabling the development of products that meet specific needs and the delivery of meaningful interactions. This commitment is reflected in our proactive digital strategies, which allow us to respond to customer demands swiftly and effectively across various online platforms. In addition, the Group, and our subsidiaries conduct annual customer satisfaction surveys to continuously refine its products and services in line with evolving expectations and preferences, ensuring that we remain responsive, relevant, and customer-centric in every aspect of our operations.
Customer Satisfaction
Target: 93.5%
Target: 93.5%
| Year | % |
|---|---|
| 2025 | 96.5% |
| 2024 | 96.0% |
| 2023 | 95.5% |
| 2022 | 94.5% |
Number of Online Customers and Amount of Online Revenue the number on the bar and line should include %
Online Customers
Target: 70%
Online Customers
Target: 70%
| Year | % |
|---|---|
| 2025 | 75.4% |
| 2024 | 73.5% |
| 2023 | 73.5% |
| 2022 | 73.2% |
Online Revenues
Target: 63%
Online Revenues
Target: 63%
| Year | % |
|---|---|
| 2025 | 66.7% |
| 2024 | 62.4% |
| 2023 | 60.1% |
| 2022 | 60.0% |
Customer Relationship Management (CRM)
Charoen Pokphand Group is committed to building trust, satisfaction and enduring relationships with customers by emphasizing Customer Relationship Management (CRM) across all business groups to enhance the customer experience and respond to continually evolving needs.
The Group promotes customer communication through diverse channels, enabling customers to conveniently and readily request information, provide feedback and communicate with the company through customer service centers, hotlines, websites, email, social media, digital platforms and direct contact. Customer information and feedback are collected, analyzed and used to develop products and services, enhance product quality, improve operating processes and continuously improve the customer experience.
The Group Promotes Customer Communication Across Multiple Channels
To ensure customers can conveniently and easily inquire, provide feedback, and communicate with the company through Customer Service Centers, Hotlines, Websites, Email, Social Media, Digital Platforms, and Direct Contact.
Direct Contact
Meet and communicate with us on every occasion
Customer Service Center
Ready to care for and serve you with a professional team
Hotline
Convenient, fast, 24 hours a day
Website
A comprehensive and easily accessible source of information
Contact us, send questions, or provide feedback directly
Social Media
Stay updated on news and join conversations via social media
Digital Platforms
Connect to services and privileges through the Group's platforms
Every Opinion of Yours Matters to Us
Because we are committed to continuous development to create better experiences
Examples of Customer Relationship Management (CRM) initiatives undertaken by the Group's business groups
Charoen Pokphand Foods Public Company Limited
Building Strong Relationships with Customers and Consumers
Charoen Pokphand Foods Public Company Limited recognizes feedback from customers and consumers as important information that helps drive the development of high-quality products and services, respond to consumer needs and maximize satisfaction.
The Company provides diverse communication channels through which customers can conveniently request information, provide feedback and submit complaints concerning food products and services. These activities are conducted in accordance with the Consumer Complaint Management Policy, Trade and Export Complaint Management Policy and Product Recall Policy to ensure that every complaint is handled systematically, transparently and effectively.
The Thailand operations have established the CPF Consumer Center as a one-stop service center providing information, receiving complaints, and accepting orders for and delivering the Company's products through telephone number 0 2800 8000. The service is available Monday through Sunday from 8:00 a.m. to 6:00 p.m. The Company continues to provide telephone contact services alongside digital platforms to facilitate access for all customer groups, including older persons and persons with disabilities. Customers can use these channels to obtain information about products and services, make inquiries, provide feedback and submit complaints.
In 2025, telephone contacts accounted for 38% of all customer contacts across all channels. Consumers can also contact the Company directly through its offices, email, website and social media networks. The Company's ultimate goal is to achieve zero product recalls arising from quality and safety issues. This complaint management process forms part of efforts to promote internationally recognized food quality and safety systems and standards throughout the value chain ((for further information, see CPF Food Standard), while strengthening the Company's ability to respond to consumer complaints promptly and transparently and to drive continuous improvement.
CP ALL Public Company Limited
CP ALL Public Company Limited places importance on Customer Relationship Management (CRM) to build satisfaction and engagement and retain its customer base over the long term.
The Company uses the Voice of Customer to inform business strategy, the selection of products and services, and product research and development, enabling it to respond effectively to customer needs, create positive experiences, encourage repeat use and referrals, and use customer data to monitor market trends, identify new opportunities and expand its customer base. This strengthens the organization's competitiveness under its philosophy of delivering smiles and happiness to customers.
Creating Customer Satisfaction through SAVEQC
The Company operates in accordance with the principles of Service, Assortment, Value, Environment, Quality and Cleanliness, or SAVEQC, to maintain customer satisfaction with its products and services. These principles are communicated to departments and business groups associated with 7-Eleven stores.
Service
- Efficient, good-natured, polite and enthusiastic in helping customer during service
- Convenient location and contains additional services such as 24-hour utility bills payment
Assortment
- According to demand and shelves sufficiently full of products
Value
- Product price, are reasonable in terms of value for money
Environment
- Must have good space management within the store and good storefront conditions
Quality
- Freshness, and care for the taste of food and beverages
Cleanliness
- Includes the store area and other equipment
Building Customer Relationships with Commitment and Continuity
CP ALL Public Company Limited strengthens customer relationships by listening to the Voice of Customer, including opinions, suggestions for improvement in line with customer expectations, and complaints, through the Company's diverse feedback and complaint channels.
Customer feedback is used to guide continuous development and is communicated weekly to relevant departments for their acknowledgment, consideration and action. It serves as a driving force and inspiration for change and the delivery of diverse services. The Company also works proactively to obtain customer feedback by monitoring and analyzing information appearing across social media channels, ensuring that it can respond to customer needs effectively and promptly.
Delivering Products and Services through Digital Channels
Society is evolving toward a cashless and digital society, while rapid technological advancement is reshaping lifestyles and expectations for positive service experiences that are convenient, secure and available for transactions 24 hours a day.
The Company has prepared for market expansion through digital media by offering payment agency services through Counter Service Company Limited, covering payments for more than 1,000 products and services. It also offers products and consignment services online through Twenty Four Shopping Company Limited under the slogan, "Enjoyable Shopping, Everything You Need, Truly Convenient, 24 Hours a Day," which derives from the Company's business philosophy. Delivering the highest level of customer satisfaction across every channel remains one of the Company's commitments. For its online channels, the Company focuses on five key approaches:
01
Provide applications that facilitate convenient product ordering.
02
Offer diverse payment options for products and services.
03
Improve communications to make them user-friendly and convenient and aligned with users' needs and behaviors.
04
Strengthen customer data security through system security testing, vulnerability identification and continuous remediation.
05
Engage with customers through electronic media.
Aplications and Contact Channels
Information chnnel to support sales, online sales, location for the nearby 7-Eleven stores; avail of benefits and discounts, and collect M-Stamp
Stores selling online products, which can be selected, paid, picked up, claimed, and changed 24/7 through 7-Eleven stores
Imformation channel to support sales, sales of online products, location search for nearby Makro stores
Online payment channels for service, including utilities, insurances, travel ticket, and fees, among others
Payment channels for products and service through connecting with 7-Eleven stores
- Customer relations contact number : 02711-7744
- Toll-free hotline for provincial calls : 1800-226-671
- Email : faq@7-eleven.co.th
- Online social networks : Facebook Twitter and Pantip.com, among others
- Post : CP ALL Plc., Po. Silom 1033, Bangkok, 10504 Direct communication through 7-Eleven stores
True Corporation Public Company Limited
True Corporation Public Company Limited recognizes Customer Relationship Management (CRM) as a key strategy for building competitive advantage and achieving sustainable growth. The Company seeks to deliver quality products and services while creating an excellent Customer Experience to enhance satisfaction, confidence and brand loyalty.
Principle and Culture: Customers at the Heart
The Company manages customer relationships through approaches that retain existing customers, build long-term relationships and add value for customers at every touchpoint, with the aim of maximizing satisfaction and strengthening brand loyalty, as follows:
Trusted Brand
Build confidence and trust by honoring commitments and conducting business responsibly.
Unmatched Customer Experience
Deliver a Seamless Experience through Digital Touchpoints and the application of AI in service delivery.
Customer-obsessed Culture
Foster an organizational culture that places customers at the center of every aspect of operations.
Management Structure
The Company has established the Consumer Business, Enterprise Business, and Customer Experience and Retail Business units to jointly manage customer service and customer relationship activities.
These units focus on providing integrated services at customer service centers and call centers, using digital technology and AI to improve efficiency, deliver rapid and accurate service, and create a superior experience that responds to customer needs. Performance is reported regularly to the Executive Committee. The Company manages customer relationships through an aligned organizational structure designed to serve customers and address their expectations precisely at every stage of the CRM Process. This begins with service provision through service centers at shops and call centers, together with digital service channels. Advanced technologies are deployed to support customer service operations in compliance with the Personal Data Protection Policy, the Personal Data Protection Act and the ISO 27001 information security management standard.
Customer Service Centers
True Shop and dtac Center customer service centers located throughout all regions of the country use automation and AI technology to support service delivery and provide customers with a convenient, rapid and seamless experience.
True Branding Shop and TrueSphere service centers are designed by integrating modernity, convenience and sustainability. They use natural materials and calming color tones, offer excellent service, and provide spaces where customers can explore advanced innovations and IT gadgets.
True Alpha Hub, a digital lifestyle landmark in the heart of Siam, provides customers and members of Generation Alpha who have grown up in the digital era with opportunities to think, experiment, create and express their identities, while participating in a community that uses technology as a creative force for sustainable value.
Call Centers
The Company has developed systems that enable customers to access True services independently through True Call Center 1242 and dtac Call Center 1678, increasing convenience and speed while addressing diverse behaviors and needs under the principles of Simplification and Touch Free.
Mari Chat is part of Mari AI and provides both chatbot and voicebot services. It can interact with customers using natural, human-like language and tone, provide recommendations, resolve issues and deliver service information seamlessly 24 hours a day, elevating the call center into an "intelligent assistant." The Company also continuously improves automation systems to support Call Center personnel and deliver faster service, including:
- Interactive Voice Response (IVR), which responds to customer commands and connects with Prediction Analysis services that anticipate customer issues and offer services aligned with their needs.
- Robotic Process Automation (RPA), another system that enables personnel to obtain information, provide guidance and resolve customer issues more quickly, thereby reducing service time.
True develops not only systems but also integrates 'people' and 'processes' into a unified, customer-centric approach, with the goal of becoming an 'Experience Hub' and an 'Intelligent Center.'
Digital Service Channels
The Company continuously enhances its customer service capabilities to ensure efficient, rapid, convenient and secure service. It provides a diverse range of digital service channels around the clock to address the needs of all customer groups inclusively. Customers can access services such as purchasing products, changing packages and conducting transactions through digital platforms, resulting in a growing number of customers using digital channels each year.
The True application combines the 'True iService' and 'dtac' applications into a single comprehensive platform for True and dtac customers. It has been developed in response to consumer behavior that increasingly favors convenient and rapid online transactions. The True App serves as a Virtual True Shop through which customers can access integrated services from anywhere, 24 hours a day, covering both pre-sales and after-sales services for True products, including mobile services, True Online internet services and TrueVisions subscription television services.
The Company has added a function that enables customers to manage chargeable SMS services through the application, including reviewing and cancelling services independently. It has also enhanced service security to help prevent exposure to cybercrime associated with advertising SMS messages, an issue that generated a significant number of customer complaints in the past.
Packages for Vulnerable Groups
Packages for Low-Income Customers
True provides packages for low-income customers and specific groups, such as school and university students and older persons. These affordable packages are tailored to their needs and internet usage behaviors. In addition, the Company offers school and university students, as well as general customers, access to credit limits for installment payments of various services within the True Group.
Packages and Services for Persons with Disabilities
To support equitable access to telecommunications and communication services for vulnerable users, the Company provides suitable packages, or special promotions for persons with disabilities, in collaboration with the Office of the NBTC. Benefits are available to holders of disability identification cards and state welfare cards for both prepaid and postpaid internet and voice services at an affordable price of THB 66 per month. (Text in the QR Code box: Scan the QR Code for further information in sign language.)
Packages and Services for Foreign Nationals
The Company designs Tourist SIM packages and services for tourists and foreign nationals in English, Arabic, Chinese, Russian, Japanese and Korean, with additional services in the event of emergencies and travel accident insurance packages, among others. True also provides Call Center services in foreign languages, including English, Japanese and Chinese.
Assistance during Crises
Free Internet and Calls and Fee Waivers
During crises, such as the major flooding in Hat Yai District, Songkhla Province, the Company assists affected customers to ease their burden during difficult periods. Support included 10 GB of free internet and 100 minutes of free calls, together with extensions of validity periods and payment deadlines and service fee waivers for mobile, True Online and TrueVisions customers in Hat Yai District for 15 days. Meanwhile, the True Online team carried out the 'Street-by-Street Repair' mission, mobilizing technicians from across the country to repair and replace equipment immediately at no cost and preparing more than 20,000 new routers.
Cell Broadcast Service (CBS) Emergency Alert Development Project
In preparation and collaboration with all sectors nationwide, the system was activated across the country in 2025. It can issue emergency alerts to both Thai citizens and foreign tourists without requiring prior registration. A key feature of the system is its ability to display messages in five languages: Thai, English, Chinese, Japanese and Russian.
Customer Complaint Management
Charoen Pokphand Group places importance on managing customer complaints systematically, transparently and fairly to ensure that every complaint is acknowledged, investigated and resolved appropriately and promptly. The Group's business groups provide diverse complaint channels, enabling customers to conveniently make contact, submit complaints and follow up on progress effectively.
The general complaint management process covers the receipt and Confirmation of Complaint Receipt to ensure that the complaint is recorded and enters the review process; fact-finding; root cause analysis; the determination of corrective and preventive actions; communication of progress and outcomes to the customer; and post-resolution follow-up to assess customer satisfaction. Each business group establishes a Complaint Resolution Process and Timelines appropriate to the type and severity of the complaint and communicates progress to the customer continuously until the process is complete. Information from customer complaints and feedback is collected, analyzed and used to improve products, services, operating processes and customer experience management, prevent recurrence, enhance service quality and strengthen long-term customer confidence.
In addition, relevant business groups manage complaints in accordance with internationally recognized standards or guidelines. Some companies have received certification or verification from external organizations against relevant standards, such as ISO 10002:2018, strengthening the effectiveness, transparency and credibility of their complaint management systems.
Key Performance 2025
Customer Satisfaction
Target: 93.5%
Customer Satisfaction
Target: 93.5%
| Year | % |
|---|---|
| 2025 | 96.5% |
| 2024 | 96.0% |
| 2023 | 95.5% |
| 2022 | 94.5% |
Examples of Customer Complaint Management initiatives undertaken by the Group's business groups
Charoen Pokphand Foods Public Company Limited
Complaint Management
The CPF Consumer Center serves as the central point for receiving complaints and forwarding them to the relevant departments, while monitoring investigation outcomes until the issue has been resolved and the complainant has been informed of the outcome. Complaints received through other channels are forwarded to the CPF Consumer Center and handled through the same process.
In 2025, the Thailand operations received a total of 1,484 complaints. No incidents resulting in fines or penalties were identified. Every complaint was managed through the nonconformity control and corrective action processes required under the management system standards certified by the Company, including ISO 9001:2015, FSSC 22000 and BRCGS. These processes cover Root Cause Analysis and the determination and implementation of Corrective and Preventive Actions (CAPA), such as improving production processes, strengthening quality control measures, reviewing operating standards jointly with suppliers, and monitoring and evaluating the effectiveness of the measures to prevent recurrence and promote continuous improvement.
Quality
e.g., color, odor, taste
within 5 days
Safety
e.g., foreign objects
within 3 days
Critical Cases
e.g., consumer illness
within 24 hours
True Corporation Public Company Limited
Listening to Customer Feedback and Receiving Complaints
Under its 'Customer at the Heart' business philosophy, True Corporation Public Company Limited provides comprehensive channels for listening to feedback and understanding customer needs. These include customer service centers nationwide, Call Centers at 1242 and 1678, the website, the True application, annual opinion surveys and various social media channels, enabling customers to make contact and share their experiences conveniently and rapidly.
Receiving Complaints
| Complaint Center Contact Channels | |
|---|---|
| Telephone | True Call Center: 1242, dtac Call Center: 1678 |
| Online Channels | True application and true.th website: Chat with Mari (AI Virtual Agent) or @Line |
| In Person | True Shops and dtac shops nationwide |
| By Post |
True: No. 18, 15th Floor, True Tower 1, Ratchadaphisek Road, Huai Khwang Subdistrict/District, Bangkok 10310
dtac: 409/1 Call Center Building, Srinakarin Road, Samrong Nuea Subdistrict, Mueang District, Samut Prakan 10270
|
| Government Regulatory Agencies | |
Policies and Complainant Rights
No fees are charged.
Complainants' information is kept confidential, with access restricted solely to relevant persons.
Complainants may have a lawyer or trusted person participate in the resolution process.
Timeframes and Operating Process
01
Where customers contact the Call Center or receive service at True Shops or dtac Centers, cases that can be resolved immediately will be completed at the point of service.
02
Where customers make contact through online channels, the Company will take action within no more than 24 hours and communicate the outcome through an appropriate channel to ensure that the customer's case is resolved.
03
Where customers submit complaints by post or through other channels, the Company will proceed in accordance with the established timeframe and the complexity of the case, providing continuous progress updates until the case is resolved.
04
Complaint Resolution and Remedy: Where further investigation is required, the Company will proceed carefully in accordance with the established procedures and provide customers with periodic progress updates until the matter is resolved. Affected customers, such as those affected by network disruptions, will receive appropriate compensation in accordance with the Company's criteria.
In addition, the Company is in the process of obtaining certification from an independent external organization in 2026 to ensure that its customer complaint management process conforms to the international ISO 10002:2018 standard.