Bluebik Group Public Company Limited (BBIK), a leading consultancy and service provider for end-to-end digital transformation, and PTT Oil and Retail Business Public Company Limited (OR) are raising standards in the services and franchise system of Café Amazon coffee houses with the world-class Customer Relationship Management (CRM) system, Salesforce. The CRM application development project is aimed at impressing coffee lovers with greater relationships and services and effectively serving communications and coordination between OR and franchisees concerning sales, services, and marketing for mutual growth. The collaboration project is expected to bring notable success from the second quarter of 2023 onwards.
Mr. Somyot Kongprawet, Senior Executive Vice President for Lifestyle Business at PTT Oil and Retail Business Public Company Limited (OR), said OR had 4,069 Café Amazon coffee houses worldwide and more than 80% of them operated under its franchise system. OR plans to open more coffee houses continuously in the country and elsewhere. Therefore, it focuses on the development and management standard of Café Amazon coffee houses to provide customers with impressive services and increase the competitiveness of the business. It believes that a CRM system that is designed and developed especially for its business will effectively help it achieve the growth goal of Café Amazon.
“OR and Bluebik are collaborating to design and develop a user-friendly CRM system to integrate the internal data of OR and franchisees. The operating system of OR is being adjusted to be efficiently compatible with the technology of Salesforce which is the world’s best CRM platform. OR and franchisees will be able to communicate with each other and exchange the data that they exactly need. The data relate to problem reports, the management of shops, inventory plans for festivals, services, and personnel management. At present such data must be sent by go-betweens like area managers through chat applications. This will be replaced with the system that will enable efficient communications with individual franchisees. Besides, in the future OR will be able to analyze data to improve its marketing channels or introduce the promotions that will precisely suit situations and consumers’ behaviors at specific periods to increase business opportunities,” Mr. Somyot said.
OR and Bluebik, he said, started their joint development of the new CRM system for the management of franchisees in May 2022. They expect the full-scale operation of the system to start within the second quarter of 2023. The CRM solution under the development project will cover these three areas of the business.
1) Sales – The CRM system will boost the efficiency of the sales department. It will show overall sales and promotional plans. With such data, staff can schedule their work beforehand, quickly solve the operational issues which obstruct sales and develop sales potential properly and faster.
2) Services – The CRM system will handle and support franchisees’ preferred communication channels like the LINE chat application, emails, and franchise portals. The system will record and forward problem reports for relevant parties to work out the solutions that will improve services and sales and meet franchisees’ expectations.
3) Communications and marketing – Marketing Cloud and franchise portals will promote teamwork between OR and individual franchisees. Importantly data will be better organized. There will be prompt access to historical data which will facilitate the work of the marketing department including the formulation of marketing strategies.
Mr. Pochara Arayakarnkul, Chief Executive Officer of Bluebik Group Public Company Limited (BBIK), said the collaboration between Bluebik and OR was their important step. Apart from spurring the growth of Café Amazon, the project also demonstrates Bluebik’s CRM expertise which covers system design, development, and maintenance. Bluebik is determined to deliver the best and most suitable technology to its clients.
In the latest development, Bluebik has formed partnership with Salesforce Thailand by combining Salesforce solutions with its knowledge and understanding of business and technology to design and develop the applications that will meet the needs of individual clients and maximize their efficiency in customer relationship management. For its CRM Advisory, Bluebik focuses on designing and developing the software that will connect seamlessly to the existing systems of clients to guarantee their effortless use. Bluebik also prioritizes the security of information technology systems and cybersecurity.