Page 78 - Tata Steel One Report 2024-Eng-Ebook HY

Business Operation and Performance Driving Business Towards Sustainability Corporate Governance Policy Financial Statements Attachments
The Company has also used online channels to reach end users. These include Line, official Website and Facebook to contact and facilitate customers interested in the Company’s products.
Customer Type
Characteristics of Customer
Topic
Listening Method
Former Customer
Used to be customer or no transaction in the last 6 months
Dissatisfaction issue
1. Customer visit by sales representatives and calling online channels
2. Customer Satisfaction Survey
Competitor’s Customer
Customer of our competitors
Matching requirement with condition of the Company
1. Customer visit by sales representatives and calling online channels
2. Market Research
3. Customer Satisfaction Survey
Potential Customer
New Entry to market or current customer who needs to expand market
Feasibility assessment to increase sales volume
1. Customer visit
2. Site visit
3. Plant visit
4. Marketing activity
Customer Satisfaction and Engagement
Survey Satisfaction and Engagement
The Company conducts customer satisfaction survey every alternate year for its all product categories, both in Bangkok Metropolitan Region, upcountry and abroad to obtain information that lead to improvement, development and responding to customers’ needs. The survey's main objective is to raise customer satisfaction beyond the customer's expectations, increase customer loyalty and engagement and gain a greater market share for the Company. The interviewees are current customers of domestic and exports, former customers, end users, contractors, some branches of modern trade influencers and competitors’ customers. The survey mentioned is conducted by a specialist third party to obtain accurate information in accordance with academic principles that allow interviewees to express their opinions and problems to the Company without any concern about information and source of data disclosure. The survey processes comprise of questionnaire design, survey process, objectives setting, quality control planning, data collection, data exchange and data analysis. The survey result is displayed in strategic view in the matrix table which is reflected by level of impact score and level of performance and to be in line with short-term and long-term planning.
The customer satisfaction survey in the financial year 2025 is the latest survey, which is the customer satisfaction pulse survey by internal departments within the company. The survey asked about factors that are important to the company. The satisfaction survey result received a score of 82%. The product quality has received the highest satisfaction score when compared to other factors. The results show that over the past period the Company has continued to focus on customer satisfaction in line with continually improving the quality of products and services to respond to customers’ needs. For product claim issues, in financial year 2025, the number of claim issues is 65 cases. As the result of the focus on quality improvement, in tandem with developing new products to be more suitable for customer’s application and quality comparable to imported products. At the same time, the sales team has continued to maintain a high level of customer satisfaction in its service performance. Sales team has enhanced its capability from training in various subjects including Company’s product and services knowledge and market situation to be able to provide suggestions for business to customer, including caring and contacting customers consistently.
76 Tata Steel (Thailand) Public Company Limited