How data helped Thai energy company to transform customer experience

Analytics and big data

Microsoft shared how Thailand’s PTT Public Company Limited turned to data to transform their customers’ experience at retail across more than 1,400 service stations nationwide.

In order to make the best use of data, PTT implemented Microsoft’s data platform solutions — including Dynamics CRM and SQL Server.

Auttapol Rerkpiboon, Senior Executive Vice President, Oil Business Unit, PTT Public Company Limited believes that the era of “mass marketing is over”.

“With this deployment, we are able to develop innovative offerings that satisfy our target customers, resulting in repeat purchases and higher brand attachment. Furthermore, we were able to achieve a shorter deployment time thanks to support from Microsoft’s experts,” Auttapol stated.

With the program, PTT is now able to develop new business insights to drive operational excellence in every aspect of its operations, and transform the organization into a customer-centric, data-driven organization.

PTT group has modernized its gas stations around the country to offer more diverse services, including expanding to offer groceries and food and beverages to their customers.

Auttapol, who leads the Oil Business Unit says: “The world has entered the “digital economy era,” an age in which technology is a significant influence on consumption of services and economic development. Thailand is not an exception. Any organization that conducts business in their old, traditional ways will no longer thrive in the next five years.”

End of mass marketing 

PTT’s management team realized that they needed to drive greater customer loyalty in order to ensure continued growth for the organization. So, they have introduced PTT Blue Card.

Today, an average Thai motorist visits PTT not just to top up the gas tanks, but also to get grocery shopping done with their trusted PTT Blue Card, where they can exchange points earned for treats like discounts on resort stays and free meals.

“PTT Blue Card represents a core component in our strategy, providing customers with exclusive benefits that strengthen their relationship with the brand — resulting in greater brand loyalty and widespread word-of-mouth,” shared Auttapol.

To the customers, the PTT Blue Card is a customer loyalty program that rewards. But with over 1.6 million cardholders and approximately 150,000 transactions recorded per day, PTT Blue Card is a vital source of customer data.

To Auttapol’s team, the PTT Blue Card provides a rich database that enables the team to understand their customers better in order to develop suitable consumer promotion programs to deepen their relationships with their existing customers, while acquiring a new customer base.

PTT’s Digital Transformation Journey with Big Data

As the first energy company in Thailand to utilize big data for its operations, PTT launched the “Smart Analytics with Big Data” program in August 2015 with annual plans spanning a five-year duration to transform itself for the digital era.

As a result, Auttapol’s customer relationship management team identified that they needed to rely on bigdata tools to achieve scalability in their analysis.

Compared to deploying a data warehouse platform, big data tools enabled the team to be able to analyse larger sets of data from more information sources and a wider range of perspectives.

This approach also allowed PTT’s operations to combine data from both internal and external data sources to uncover new insights through a centralized system.