Customer Experiences
Supporting the SDGs Goal
Goals
Performance Highlights 2024
Commitment, Challenge and Opportunity
The Company is committed to delivering products and services of the highest quality, aiming to ensure customer satisfaction and provide exceptional experiences. We adhere to the principles of sincerity, professionalism, and social and environmental responsibility. At the same time, we prioritize building sustainable relationships with customers and encourage their participation and feedback to develop products and services that truly meet consumer needs.
In our operations, the Company faces challenges from intense competition, rapidly changing consumer demands, and increasing environmental pressures and regulatory requirements. However, these circumstances also present opportunities to accelerate innovation, improve production efficiency, elevate service standards, and establish more sustainable business models.
With this commitment, the Company strives to create shared value among the business, customers, society, and the environment, ensuring organizational growth that is stable, transparent, and sustainable in the long term.
Management and Operational Approach
Providing a positive and impressive customer experience is the heart of sustainable business success. It not only helps create satisfaction and trust in the Company’s products and services but also builds strong and long-lasting relationships with customers, which contributes to long-term business growth. Therefore, the Company has established policies and management guidelines focused on systematic customer care, covering product quality, service standards, and attentiveness throughout every stage of customer interaction.
These guidelines reflect the Company’s commitment to elevate the customer experience beyond expectations, with an emphasis on service excellence, sincerity, professionalism, and prompt, precise responses. Additionally, the Company fosters open communication channels to ensure customers receive transparent, accessible services and can freely provide feedback, which is then used to continuously improve products and services that genuinely meet the needs of all customer segments. The approach to enhancing customer experience and developing products/services is outlined as follows:
1. Creating a Service Excellence Experience
The Company places great importance on every interaction between customers and the organization, focusing on sincere and professional service, and a diverse range of products. This encompasses furniture and household goods to comprehensive residential services, including after-sales support, renewable energy solutions, and home improvement and renovation services. These efforts aim to maximize customer satisfaction and strengthen long-term brand trust.
2. Employee Development and Capability Enhancement”
Personnel are at the heart of creating memorable experiences for customers. Therefore, the Company focuses on developing employee capabilities through in-depth and continuous training to enhance skills in service, sales, and communication. The aim is to enable employees to respond effectively to customer needs and foster as service mindset with genuine care.
3. Continuous Product Development
The Company is committed to researching and developing a diverse range of products to meet the evolving needs of consumers. It adheres to quality and safety standards and modern design suitable for the lifestyles of each customer segment. At the same time, emphasis is placed on creating high-quality products while developing innovative goods and services aligned with contemporary lifestyles, and continuously incorporating customer feedback for improvement.
In addition, the Company strives to deliverProducts and Services of the Highest Quality
to ensure customer satisfaction and provide exceptional experiences. Guided by principles of sincerity, professionalism, and responsibility, the organization emphasizes building sustainable relationships with customers through ongoing feedback and engagement, using these insights to develop products and services that genuinely meet customer needs.
Creating a positive customer experience is therefore central to sustainable business operations. The Company has defined policies and systematic management guidelines for service excellence and customer value creation, as outlined below:
1. Delivering Service Excellence
The Company places great importance on every interaction between customers and the organization, focusing on care in all aspects, from the in-store environment and employee professionalism to product quality and variety, as well as comprehensive residential services, including delivery and installation, after-sales support, and customer data protection measures. These efforts aim to maximize customer satisfaction and strengthen long-term confidence and trust.
2. Employee Development and Capability Enhancement
The Company places great importance on the continuous development of employee capabilities through both in-depth and organization-wide training. This aims to enhance skills in service and operational excellence, enabling employees to respond effectively to customer needs and create a positive impression at every step.
3. Continuous Product Development
The Company is committed to innovating and developing new products to meet the evolving and diverse needs of consumers It adheres to standards of quality, safety, and modern design that suit the lifestyles of each customer segment. This approach aims to enhance quality of life and create value for society.
4. Product Quality and Safety Controlt
The Company conducts quality inspections and controls at every stage of the product lifecycle, from raw material selection and production to distribution. This ensures that the products delivered to customers meet established quality standards and achieve the highest levels of safety, continuously building consumer confidence and trust.
5. Quality and Customer Satisfaction Guarantee Policy
The Company has established a Product Quality Warranty Policy (Limited Warranty) to embed confidence in customers. It covers defects arising from the manufacturing process and is subject to the terms specified in the warranty documentation. This policy underscores the Company’s commitment to high production standards and attention to product detail.
6. Customer Relationship Service Strategy
The Company implements a Customer Relationship Management (CRM) strategy through continuous and transparent communication, providing systematic channels for receiving customer feedback. This approach aims to build trust, enhance satisfaction, and strengthen long-term loyalty. The Company emphasizes fostering sustainable relationships, not merely to sell products, but to grow together with its customers.
7. Quality control in logistics services
The Company places great importance on the quality of its logistics services to ensure efficient, fast, and on-time delivery. Measures are in place to verify the accuracy and readiness of products at every stage, providing assurance that customers receive products that meet their requirements and are delivered accurately and punctually.
8. Efficient product delivery management
The Company places great emphasis on delivering products with quality, accuracy, and timeliness. This is carried out by a team of professionally trained technicians and supported by a Transportation Management System (TMS) for route planning and delivery management, ensuring that the transportation process is fast and efficient. The system also allows customers to track the status of their deliveries in real time. In addition, the Company has implemented Proof of Delivery (POD) documentation via tablets to confirm product delivery and provides customers the opportunity to evaluate their service satisfaction. This feedback is then used to continuously improve and enhance service measures.
9. Customer Relationship Management and Voice of the Customer systems
The Company has a Customer Relationship Management unit that leverages technology and information systems to manage operations, creating comprehensive communication channels both online and offline. This allows customers to conveniently, quickly, and transparently provide feedback and lodge complaints. The Company emphasizes analyzing the collected data systematically to improve products and services, enhancing customer satisfaction and continuously raising service standards.
10. Customer data analysis and satisfaction surveys
The Company continuously conducts customer satisfaction surveys (Voice of Customer: VOC) to understand the actual experiences of customers at each stage. The collected data is then used to improve operational processes and develop services that effectively and tangibly meet customer needs.
11. Personal Data Protection Policy
The Company places great importance on protecting customers’ personal data, strictly adhering to the Personal Data Protection Act (PDPA) B.E. 2562, and implementing rigorous measures for the collection, use, disclosure, and management of data to prevent any misuse, thereby ensuring customer trust and confidence.
Moreover, the Company is committed to continuously developing and enhancing service quality to maximize customer satisfaction and deliver the best possible experience. Clear objectives are established, allowing systematic monitoring, verification, control, and measurement of outcomes. The “Key Policy on Customer Experience Development” serves as the guiding framework for these efforts, providing the main principles and direction for implementation, with the following details:
1. Setting Goals and Indicators of Customer Satisfaction
The Company utilizes a Customer Experience Platform to assess customer satisfaction across all channels, including branches, online platforms, living malls, and delivery services. The Customer Satisfaction Score (CSAT) is used as a key tool to measure satisfaction levels, providing insights to improve services and better meet customer needs.
2. Service Standards Controls
The Company places great importance on maintaining consistent service quality across all branches. Regular service audits are conducted by external parties to provide an impartial evaluation of service standards, and the results are used for continuous improvement and development.
3. Service Level Agreement - SLA
The Company establishes clear standards and agreements in its customer service processes, covering both Customer Service and After-Sales Service, to ensure that customers receive high-quality, timely, and needs-oriented service. This framework also supports the development of a Customer Experience (CX) system designed to exceed expectations, delivering not only solutions but also memorable experiences across all touchpoints.
Furthermore, the Company monitors and evaluates quality across all processes related to Customer Service and After-Sales Service, ensuring consistent high-quality service and driving continuous improvement.
In today’s competitive market, where consumer behavior changes rapidly, Customer Experience (CX) has become a critical factor directly impacting business success. CX not only enhances customer satisfaction but also drives revenue growth, customer retention, and brand strength.
Recognizing the importance of CX, the Company employs diverse strategies to continuously elevate and improve the customer experience.
The Importance of Customer Experience (CX) to Business
1. Building Customer Loyalty and Encouraging Repeat Purchases
Customers who have a positive experience with the Company’s products and services are more likely to make repeat purchases and become loyal customers. This is reflected in the Company’s Customer Satisfaction Score (CSAT), which reached 95.5% in 2024, demonstrating that high-quality service directly contributes to customer satisfaction and increases repeat purchase rates.
2. Creating Differentiation from Competitors
In the highly competitive furniture and home décor market, the Company employs an Omni-Channel strategy, allowing customers to shop through multiple channels, both in-store and online. This integrated approach provides a seamless and convenient experience for customers, helping to create differentiation and strengthen the Company’s competitive advantage.
3. Enhancing Brand Reputation and Credibility
Listening to customer feedback and continuously improving products and services helps build trust and strengthen the brand’s positive image. The Company has implemented a Real-time Feedback & Resolution system to collect customer opinions and suggestions, enabling immediate service improvements. This approach enhances customer satisfaction and reinforces long-term brand strength.
Given the diverse nature of its business. spanning across marketing, product sales, and service, the Company integrates all communication channels through an Omni-Channel approach to meet the ever-changing needs of customers. It also focuses on creating inspiration and a seamless, memorable experience throughout the shopping and service journey at Index Living Mall.
The Company prioritizes every customer touchpoint, implementing processes to monitor, control, and continuously improve quality. This ensures elevated service standards and delivers genuine value in every customer interaction, as detailed below.
Business and Marketing Development
In-Store Sales of Index Living Mall
Online Sales
Delivery and Installation
After Sale Service
Personal Data Protection
Business and Marketing Development
- Analyze customer needs to improve product selection and suitable services.
- Develop marketing programs, strategies, and new promotions.
- Utilize AI and data to collect customer feedback and use it to enhance and refine products.
- Evaluate customer satisfaction and the service quality of employees and teams.
In-Store Sales of Index Living Mall
- Establish Store Standards and Service Standards to control quality and operational consistency.
- Provide interior design services through professional designers, taking into account customer needs, lifestyle, and budget.
- Offer comprehensive product ordering and after-sales services.
- Train branch employees to ensure consistent knowledge and service standards.
- Update promotions and new products via online channels and showcase them in the Customer Experience Room (Index Experience Room).
- Implement a Flexi Service system, allowing customers to customize services according to their preferences.
- Utilize service quality assessment systems, such as QR codes and SMS feedback.
Online Sales
- Ensure customers have easy access to products and services.
- Create new sales channels, such as marketplaces and social media platforms.
- A system is in place to track deliveries and monitor product status.
- A Call Center is available to provide guidance and assistance at all times.
- Establish online service standards to build customer confidence.
Delivery and Installation
- Delivery and installation services are provided by a trained team.
- A system is in place to monitor installation quality and after-sales service.
- Additional services, such as removal of old furniture.
- Guidance and consultation on product usage.
After Sale Service
- A Customer Service team is available to assist and resolve customer issues.
- A system for handling customer complaints and feedback is in place.
- Repair services and product warranty are provided.
- Continuous monitoring of customer satisfaction.
- Use of a real-time feedback and resolution system for prompt issue handling.
Personal Data Protection
- Policies in place for customer data protection and personal data retention.
- Implementation of data security measures to prevent cyber attacks.
Service Enhancement Project through Innovation and Technology
The Company places great importance on personal data rights and data security, ensuring that the rights and freedoms of data subjects are protected, and that they can use our services with confidence and safety. Personal data collected is used solely for lawful purposes and with the consent of the data owner. The Company has established a Privacy Policy to promote transparency and trust, which can be accessed at the Index Privacy Policy.
Personal Data Security Performance
The Company has established an information security management structure by appointing a Chief Information Officer (CIO) and a Data Protection Officer (DPO) to oversee and implement proactive policies, as well as monitor operations to ensure compliance with international standards and relevant laws.
In 2024, the Company conducted in-depth data security analyses and periodically checked for data leaks, while implementing preventive and management measures for both hardware and software systems to ensure maximum security. Additionally, regular tests of the Business Continuity Plan (BCP) and drills for Cybersecurity Incident Response are conducted consistently.
The Company has enhanced and strengthened its information security systems, including:
- Active Directory for employee authentication and access permissions
- Access control systems and data encryption
- Reviewing and updating personal data measures to comply with laws and international standards
- Upgrading the email system for enhanced security. The Company has migrated its Microsoft Exchange Server to a cloud-based system to reduce the risk of cyberattacks, prevent unauthorized access to data, enhance operational capabilities, and minimize the potential loss or leakage of critical information.
- Migrating databases to a highly stable cloud environment. The Company has migrated its central servers and on-premise data centers to secure colocation facilities and cloud systems to enhance operational stability, reduce the risk of disruptions, and ensure business process continuity.
- Efficient management of critical organizational data. The Company has implemented the ERP SAP S/4 HANA system, which features a modern and highly secure platform, supports in-depth data storage, and enhances the management of complex critical organizational data.
- Enhancing security for mobile device usage. The Company has implemented a Mobile Device Management (MDM) system to control and manage the use of communication devices, such as mobile phones and tablets. This system enables secure data access remotely and helps reduce the risk of data loss or cyberattacks.
- Operations in compliance with international security standards. The Company has developed and implemented ISO 27001 and the NIST Cybersecurity Framework to elevate information security measures to international standards and mitigate the risks of cyber threats.
Through these measures, the Company can mitigate cyber threat risks, reduce the likelihood of data breaches, and continuously strengthen stakeholder confidence.
Details of the Privacy Policy can be found at https://www.indexlivingmall.com/privacy-policy
Innovation and technology development are central to enhancing organizational operational efficiency and supporting the business value chain, in order to sustainably deliver an excellent customer experience. In 2024, the Company implemented several key projects in the following areas:
Customer Experience Enhancement
- Generative AI for Interior Design A project utilizing Generative AI to assist designers in creating and presenting realistic interior design simulations. Customers can view different decor styles in real time and customize details such as furniture selection, colors, and materials according to their preferences, making decision-making easier and enhancing satisfaction and overall customer experience.
- Line Official Notification for Delivery A project to develop a delivery notification system via Line Notify, sending information to customers’ mobile phones instead of traditional SMS. This reduces the risk of SMS scams and ensures customers receive accurate, real-time information, making communication between the Company and customers more efficient and secure.
- Line Connect x Gift Voucher System A system developed to connect the Joy Member database with the Line application, allowing customers to conveniently accumulate benefits and redeem digital discount coupons. It also serves as a tool for sales promotion and effectively enhances customer engagement.
Operational Excellence
- The Index GPT project applies Generative AI to enhance internal organizational efficiency. The system can extract critical information from various platforms, such as SAP and the Company database, supporting Company policies by enabling employees to access accurate, real-time information and reducing operational errors. This project strengthens the protection of critical Company and customer data while improving speed and accuracy in decision-making.
- Proof of Delivery Application Project It is a digital system for recording and verifying product deliveries to enhance accuracy and transparency in the delivery process. Customers can immediately check the status, reducing the risk of loss or incorrect delivery, while also improving efficiency and minimizing time in document management.
- Power App Project This project involves developing a platform on Microsoft Power App to streamline workflows, reduce redundancy and manual processes, and improve accessibility to information and usability. Examples include the Electronic Data Capture (EDC) system, Utility management system, Promissory Note management, and Credit Note management. The project enhances operational efficiency and reduces employee errors.
Smart Business Systems Improvement
- Promotion Optimization Project The use of AI (Artificial Intelligence) and Machine Learning to analyze the price sensitivity of customers within each segment, in order to determine appropriate pricing strategies and discount levels. This aims to enhance the efficiency of promotional campaigns, reduce losses, and increase Company profit.
- Salesforce CRM & CDP Project The project involves migrating the customer relationship management system to Salesforce CRM to significantly enhance the efficiency of customer data storage and management. Concurrently, it is fortified with a Customer Data Platform (CDP) to facilitate in-depth behavioral analysis and marketing insights. This will further drive Personalized Marketing tailored to the specific needs of each customer segment, thereby building engagement and elevating the customer experience across all channels.
- BI Modernization Project The project involves the development of an Enterprise Data Warehouse (EDW) and Business Intelligence (BI) system to support centralized data storage, thereby increasing the accuracy, completeness, and timeliness of data. This leads to efficient strategic analysis, enabling the organization to use this data for precise business planning, risk reduction, and enhancement of long-term competitive capability.
In addition to executing the processes related to customer service, the Company has focused on continuous development and improvement in both product quality and service delivery.
This is aimed at raising the standard of care and providing an enhanced experience for customers.
Creating a sustainable and high-quality shopping experience.
The Company prioritizes the development of a sustainable shopping experience by focusing on designing buildings according to Green Building principles, which consider air quality, energy conservation, and waste management. Furthermore, the Company considers convenience, safety, and accessibility to services in all dimensions.
In 2024, the Company has continuously expanded its investment in various locations, particularly the Saraburi branch (the 33rd branch), which serves as the pioneering GREEN RETAIL STORE model in Thailand and the ASEAN region. The building is designed as a Zero Energy Building (ZEB), capable of generating its own power through a solar energy system. This reduces reliance on fossil fuels and lowers greenhouse gas emissions, aligning with Saraburi Province's environmental strategy and the Saraburi Sandbox project, which aims to be a pilot area for clean energy and environmental management in the country.
Commitment to Carbon Neutrality and Net Zero Greenhouse Gas Emissions.
The Company has set a target for achieving Carbon Neutrality by 2050 and aiming for Net Zero Greenhouse Gas Emissions by 2065. This is driven by promoting sustainable building development and service operations.
The Saraburi branch was thus designed under two core concepts (or two main principles), namely:
1. Maximizing Energy Efficiency.
- The building is designed to reduce energy consumption to meet the standard for low-energy buildings, setting the target for Net Consumption at 308 kWh/m2-yr or lower than 126 kWh/m2-yr as per the Zero Energy Building (ZEB) criteria.
- Utilization of innovative construction materials such as isowall, roof insulation, and IGU glass (Insulating Glass Unit) helps reduce heat transfer between the interior and exterior of the building. This increases energy efficiency, minimizes energy loss, and contributes to long-term cost savings."
2. Controlling Indoor Air Quality and Building Safety
- Installation of an Indoor Air Quality (IAQ) control system that adheres to international standards (or global standards) to ensure that customers and building users receive clean and safe air.
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Setting important control values (or parameters), such as:
- PM2.5 dust levels are close to the outdoor atmospheric level.
- Carbon Dioxide (CO2) levels do not exceed the set standard.
- Airborne microbial and fungal levels do not exceed 500 CFU/m3
- Control of humidity levels and reduction of Volatile Organic Compounds (VOCs) for the well-being of building occupants
The Company has opened the new Rattanathibet branch, creating an elevated, new lifestyle destination that steps toward becoming the new West Business District (WBD) in the Western Bangkok zone. The store is designed under the concept of Modern Natural Design, featuring a two-story building with a total area of over 6,000 sq.m., connecting lifestyle shopping and home services in a comprehensive way. Operating under the concept 'Live in Style with Your Own Lifestyle,' this branch aims to truly meet the needs of customers seeking a new way of living, blending convenience, modernity, and quality that aligns with the contemporary urban lifestyle.
The Company has expanded the Little Walk Rattanathibet branch (the 5th location) on a total area of over 12 rai to comprehensively address customers' lifestyle needs. This project gathers over 80 stores and services, including supermarkets, restaurants, pharmacies, fitness centers, education centers, child development institutes, as well as beauty and wellness shops, such as Villa Market, Lemon Farm, Starbucks, Jetts Fitness, Watsons, Cafe Amazon, etc.
The project is designed to cater to the needs of the new generation of consumers who seek a convenient and diverse living space that covers every dimension of lifestyle, whether it is for shopping, relaxation, or exercise. Furthermore, it supports convenient commuting with its location right on the main road and proximity to mass transit, particularly the MRT Purple Line, which provides seamless travel connectivity."
The Company organizes marketing promotion activities to create new experiences for customers through various workshops and events, such as rug making, art, cooking, pet care, and health and lifestyle fairs, etc. The objective is to build a community that caters to home lovers, while delivering an Experience that allows customers and their families to spend quality time together.
To fully expand its role as the One Stop Shopping destination for home needs, the Company has extended its business into home-related services under Index Home Service, which covers key services including:
- Furniture moving and installation services by experts.
- Home cleaning and maintenance services.
- Repair and maintenance services for electrical appliances and equipment.
- Curtain replacement and cleaning services.
- Pre-move-in home inspection services, along with consultation services for home design and decoration.
In 2024, the Company expanded its service offerings to integrate with smart home technology by adding services for the installation of solar cells and EV Chargers (Electric Vehicle chargers). This supports the use of clean energy and reinforces comprehensive home services in the dimension of sustainability.
The Company is committed to continuously elevating customer satisfaction by applying innovation and technology to its operations. Since 2022, the Company has developed a Customer Experience Platform to evaluate and track customer satisfaction at every stage—from visiting the branches and purchasing products through various channels, to the comprehensive delivery and installation services.
In 2023, the Company leveraged AI-driven Analytics to analyze customer feedback and store data with higher accuracy. This information is then applied to further enhance the efficiency of service, marketing, and product delivery systems.
For the year 2024, the Company has continuously developed its Customer Experience Platform to collect, analyze, and evaluate in-depth data on customer behavior and expectations. This is then used to elevate services to align with customers' actual needs. The Company utilizes the Customer Satisfaction Scoring (CSAT) tool to systematically reflect customer satisfaction and experience. Additionally, it is reinforced with a Real-time Feedback & Resolution system, which allows the Company to promptly receive customer feedback and complaints and resolve issues efficiently.
As a result of this development, the customer satisfaction score in 2024 stood at 95.5%, which is higher than the set target. The Company plans to continuously increase this score to 96% in 2025 and 97% by 2026. Concurrently, the Company maintains a high customer return rate (or retention rate) of over 94%
To enhance the efficiency of communication and convenience in receiving services, the Company has incorporated digital systems, such as responding to customer feedback via SMS after service completion, tracking results via QR Code, and evaluating service quality through a Mystery Shopper Program to reflect an objective viewpoint and enable continuous improvement.
All of this reflects the Company's commitment to creating a Customer Experience that exceeds expectations and serves as a key driver for building long-term satisfaction and loyalty.
The Company places great importance on continuously monitoring and evaluating customer satisfaction. Between 2022 and 2025, customer satisfaction remained above 90%, reflecting the quality of service and the trust customers have in the Company.
In 2024, the Company achieved a customer satisfaction score of 95.5% and set a further development target, aiming to reach 94% by 2026, in order to establish sustainable service standards that exceed customer expectations in the long term.
| Year | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|
| Customer Satisfaction | 96.70% | 92.33% | 90.1% | 95.5% |
Note 1The Company revised the criteria for customer satisfaction assessment starting from 2022 onward.
Stakeholders Directly Impacted
Customers
Benefits Received
- Receive fast, transparent, and convenient service both in-store and online, enhanced purchasing experience through CX/CRM systems, and accurate information communicated according to customer needs.
Potential Impacts
- If the service system experiences disruptions, it may lead to customer dissatisfaction, loss of confidence, or switching to competitors.
Employees
Benefits Received
- Receive a support by digital tools and clear operational guidelines, reducing service errors, and providing opportunities to develop customer service and digital skills.
Potential Impacts
- Workload may increase during the launch of a new system, with pressure to respond to customer demands quickly and immediately.
Shareholders
Benefits Received
- Enhance corporate image focused on customers and innovation, increased long-term competitive capability, and opportunities for sustainable revenue and growth.
Potential Impacts
- If the customer experience system does not meet its targets, it may lead to reduced returns and profits, as well as affect market confidence.
Business Partners
Benefits Received
- Effectively integrate service and logistics systems with the Company, ensure timely communication and service delivery, and strengthen long-term relationships.
Potential Impacts
- The burden of adapting to new systems or standards may lead to delays if systems are not integrated or information is incomplete.
Communities and Society
Benefits Received
- Establish high service standards enhance consumer quality of life and strengthens the corporate image as transparent and attentive to stakeholders.
Potential Impacts
- If widespread negative experiences occur, such as unresolved complaints, they may impact the corporate image and public trust.
Government and Others Agencies
Benefits Received
- The Company complies with consumer protection laws and standards, supporting transparency and ease of oversight.
Potential Impacts
- Failure to comply with consumer protection regulations, or a high volume of complaints, may lead to investigations and penalties.
