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Customer Relationship Management Customer Relationship Management

Customer Relationship Management

Commitment, Challenge and Opportunity

CH. Karnchang places the highest priority on ensuring client satisfaction

recognizing the significant expectations of both clients and project owners within the construction services sector. These stakeholders anticipate receiving construction services that adhere to rigorous quality standards, ensure safety, meet deadlines, and demonstrate a commitment to social and environmental responsibility throughout the project lifecycle. Furthermore, the company upholds strict confidentiality regarding client information, reinforcing trust and security in its operations, consistent with sustainable development and ESG principles.

Stakeholders Directly Impacted

Clients
Customer relationship management is a critical component of effective business operations. When a company excels in fostering strong customer relationships, it not only fulfills customer needs and expectations but also enhances service quality, which contributes to long-term customer loyalty and the sustained use of services. This practice aligns with sustainable business strategies, driving customer retention and contributing to overall business sustainability.

Goals and Performance Highlights

Goals
  1. 100% of customers reported satisfaction levels as good or very good
  2. The percentage of complaints resolved 100%
Performance Highlights
Customer Satisfaction Score
100%
of customers reported satisfaction levels as good or very good
The percentage of complaints resolved
100%
ESG Performance Data

Management and Operational Approach

Survey of satisfaction of project owners/clients

The company operates in compliance with the ISO 9001:2015 quality management system. As part of this, it mandates that every project conduct a customer satisfaction survey. The survey covers four main areas, as outlined below:

Quality satisfaction

  • Work quality
  • Quality of materials and equipment
  • Quality of personnel in the project

Satisfaction with time management

  • Project progress in alignment with the established timeline.
  • The potential to expedite project delivery in alignment with strategic objectives.

Safety satisfaction

  • Mitigating risks and ensuring the safety of personnel involved in the project
  • Implementing measures to safeguard public welfare and protect the environment

Satisfaction with Communication and Coordination Processes

  • Ensuring the accuracy and integrity of documentation
  • Enhancing accessibility for stakeholders requesting meetings
  • Effective governance and cross-sector collaboration

Furthermore, survey respondents have the opportunity to provide additional feedback, which CH. Karnchang will utilize to enhance operational efficiency, optimize service delivery to clients, and implement appropriate corrective actions for complaints. The company will analyze customer satisfaction survey results and prioritize improvements in areas with lower average scores to drive continuous service quality enhancements. The details are outlined as follows:

Urgent Improvement Required
0-40%
Improvement Needed
41-55%
Adequate Performance
56-70%
Good Performance
71-85%
Outstanding Performance
86-100%

The satisfaction target for project owners and clients must meet or exceed the "Good" standard. Satisfaction data will be collected monthly. In 2024, all clients of Ch. Karnchang rated their satisfaction as either "Good" or "Very Good.

Complaint Resolution Process

CH. Karnchang has established a Complaint Management Manual, providing clear guidelines for effectively addressing and resolving issues to enhance customer satisfaction.

COMPLAINT RESOLUTION PROCESS
Project-affected stakeholders, including customers, have the right to submit complaints through both verbal and written channels. Complaint details are recorded through the 'Complaint Submission Form' to ensure efficient tracking and resolution of complaints.
IMPLEMENTATION OF CORRECTIVE AND PREVENTIVE MEASURES TO ADDRESS AND MITIGATE ISSUES.
The Project Engineer holds primary responsibility for conducting root cause analysis and formulating corrective action plans. Preventive measures will be documented and monitored to ensure issues do not recur. All resolved complaints will be documented in the Complaint Management Register to serve as a reference for continuous operational improvements.
MONITORING AND RESOLUTION OF COMPLAINTS
Progress in issue resolution is monitored within the designated timeframe, and complainant satisfaction is assessed. If the actions are deemed effective and the complainant is satisfied, the complaint will be formally closed upon the signing of a resolution. If the issue persists or is not fully resolved, continuous improvement measures will be implemented, and a Corrective Action Request (CAR) will be issued to the relevant parties for further action.

The Complaint Resolution system facilitates the company's ability to address concerns and issues raised by customers and the surrounding community. By implementing a standardized approach to handling complaints, the system helps mitigate potential problems before they escalate to direct customer complaints. This approach serves as a preventive mechanism to reduce conflicts between customers and CH. Karnchang. An efficient system for receiving and resolving complaints contributes to the continuous improvement of company operations, the reduction of disputes, and the establishment of sustained trust with customers.

Effective communication between CH. Karnchang and the project owner/client

The company maintains regular communication with customers regarding its operational plans and progress to cultivate positive relationships and trust. This approach ensures that customers are informed about the progress of operations and reassured that the company is fully committed to addressing their needs. The company offers a range of engagement channels, such as project reports, meetings with project stakeholders, phone calls, websites, emails, and letters, to facilitate transparency and ongoing dialogue with its clients.

Data management and preservation for project owners and clients

The confidentiality of customer data is of paramount importance to the company, as outlined in its Human Rights Policy and Code of Conduct. This policy ensures that customer data is not disclosed to unauthorized employees or external parties, except where required by law, for legal proceedings, or with the express approval of the Board of Directors. Employees are required to maintain the confidentiality of the data they manage, even after they retire, resign, or leave the company. The company actively promotes awareness among employees to prevent the misuse of customer information outside of their designated roles. All customer data must be securely retained for a minimum period of 10 years, both in physical and electronic formats. Upon completion of the retention period, sensitive documents are to be securely destroyed.

Code of Conduct for Business (Thai Version)
Download

Management of complaints

In managing complaints from complainants regarding customers, customer representatives, and the public affected by construction projects, CH.Karnchang has developed a comprehensive complaint management manual. This manual outlines the process for receiving complaints, including a formal complaint acknowledgment form to ensure all issues and the needs of customers or complainants are fully documented. Once submitted, the complaint form is forwarded to the project’s chief engineer, who is responsible for the affected project. The chief engineer will then analyze the cause, develop corrective actions, and implement preventive measures to avoid recurrence. A timeline for resolving the complaint will be set, along with the designation of the individual responsible for carrying out these actions.

Upon resolution of the complaint, the project chief engineer is tasked with following up with the complainant and recording their satisfaction with the corrective measures. Should the actions fail to deliver satisfactory results or the complainant remain dissatisfied, additional corrective measures will be implemented. All pertinent documentation must be signed by either the project manager or the Executive Vice President : Construction Department to formally acknowledge the outcomes of the corrective actions.

Performance and Results

CH. Karnchang employs a structured approach to customer relationship management, incorporating regular customer satisfaction evaluations and efficient complaint resolution mechanisms. This ensures that construction projects are carried out smoothly, meeting industry standards and aligning with the expectations of both customers and stakeholders

Customer Satisfaction Evaluation

The customer satisfaction survey conducted by CH. Karnchang aims to evaluate performance and gather customer feedback on the quality of construction services. In 2024, 100% of CH. Karnchang's customers rated the company's services as either Good or Very Good. As a result, no recommendations for improvement were made based on the satisfaction survey, and its findings have not been directly applied to the development or enhancement of the company's products or services.

Although the customer satisfaction evaluation process does not provide direct suggestions for improvements, CH. Karnchang has a complaint management system that enables the company to address the concerns and issues raised by both customers and the surrounding community. This system follows a standardized complaint management procedure. Complaints received from customers and the community are processed according to the company's established complaint handling procedure. The root causes of complaints are analyzed, and corrective measures are taken to prevent the recurrence of issues. Additionally, community complaints can help resolve concerns before they are escalated to customers, serving as a preventive mechanism to reduce potential conflicts between CH. Karnchang and its customers.

Leveraging data collected from complaints and suggestions to continuously improve and refine the construction processes

In 2024, CH. Karnchang received a total of 63 complaints regarding its operations. In response, CH. Karnchang has implemented improvements to its operational outcomes to better meet customer satisfaction.

Indicators Target Performance Results
2024 2023 2022 2021
Total number of complaints reported (instances) - 63* 16 28 32
The percentage of complaints resolved 100% 100% 100% 100% 100%
*Note : In 2024, the number of complaints significantly increased compared to 2023, nearly quadrupling. This increase is primarily due to the company's implementation of two large-scale infrastructure projects: 1. The Denchai-Chiang Rai dual-track railway project (Contracts 2 and 3), and 2. The southern section of the Purple Line electric rail project (Contracts 1 and 2). Both projects span several kilometers, and as the dual-track railway project entered its main construction phase, the volume of complaints rose relative to 2023.
Complaint resolution measures and projects undertaken to alleviate customer concerns and sustain customer satisfaction

CH. Karnchang has systematically implemented corrective measures in response to the complaints raised, utilizing a thorough root cause analysis approach and adhering to established engineering and environmental standards. Additionally, proactive measures have been put in place to mitigate potential future risks, ensuring the uninterrupted execution of the project while minimizing any adverse effects on the surrounding communities.

Complaint Issues
Root Cause Analysis
Corrective Actions
Preventive Measures
  • Structural cracking in the foundation and concrete floor system.
  • The issue stems from the structural stress and the weight of construction materials, leading to the formation of cracks.
  • Conduct repairs on the cracks in the foundation structure and the entrance surface to ensure structural integrity and safety.
  • Develop a structural monitoring plan utilizing force measurement instruments and conduct periodic inspections for cracks,
  • The impacts of construction activities, including noise, dust, and vibrations, on local communities surrounding the project.
  • In order to reduce the environmental impact, it is imperative to optimize the structural installation process, ensuring minimal disturbance to the surrounding area.
  • Additional safety protocols are being instituted within the construction zone to minimize any potential adverse effects on the public
  • Ensure the proper installation of pressure measurement instruments and monitor structural displacement to mitigate future risks
  • Establish supplementary environmental and safety standards to ensure the project adheres to more stringent compliance criteria
There is ongoing communication with the community and relevant authorities to proactively address potential concerns and prevent future complaints
Example of Product/Service Development and Improvement by CH. Karnchang

One of the projects received a customer complaint regarding the safety of the building. In response, CH. Karnchang invited experts in Geotechnical Engineering and Ground Improvement Techniques to review documents, interview the designers, and conduct an on-site assessment of the building’s condition. The experts recommended installing additional building tilt measurement instruments (Tilt Meters). Accordingly, CH. Karnchang has installed the tilt measurement instruments as advised. The company also shared this experience with project management teams and applied the lessons learned to other projects within CH. Karnchang.