Customer Relationship Management
Supporting the SDGs
Goals and Performance Highlights
2025 Target
2025 Performance
2025 Target
2025 Performance
Challenge and Opportunity
Energy and infrastructure businesses directly impact clients' core operations. Customers highly prioritize the continuity of power supply, strict adherence to technical specifications, and timely project delivery according to contracts.
Any delays, system instabilities, or substandard quality can immediately disrupt clients' operations, potentially leading to contractual disputes, business damage, and a loss of trust. Simultaneously, customer expectations for service standards are rising, demanding transparent communication, real-time project tracking, and rapid issue resolution. Therefore, the Company must continuously elevate its project management systems, quality control, and operational stability to maintain its credibility as a leading energy infrastructure provider. Utilizing robust quality management, asset management, and digital support systems enables the Company to maintain the stability of electricity production and distribution while swiftly tracking projects and resolving issues. This robust operational resilience builds profound customer confidence. Consistently delivering projects and maintaining system reliability seamlessly leads to long-term relationships, contract renewals, additional project acquisitions, and expanded future business collaborations.
Management Approach and Value Creation
Customer Relationship Approach
The Company recognizes that electricity is essential infrastructure for the daily lives and business operations of all consumer sectors. The continuity, reliability, and safety of the power distribution system are the heart of the customer experience. The Company is dedicated to operating an integrated renewable energy business, prioritizing the delivery of high-quality work that meets technical specifications, transparent services, and rapid responsiveness to customer needs throughout the entire project lifecycle.
From development, design, and construction to commissioning and maintenance, the Company prioritizes building long-term trust over merely providing one-off services upon delivery. It strives to elevate quality control standards, project management, and operational stability, enabling customers to operate their businesses continuously, mitigate disruption risks, and receive fair and verifiable services. Positioned as a trusted business partner, the Company actively listens to customer feedback and suggestions to continuously improve its services and foster long-term partnerships across all business sectors. This approach is thoroughly integrated into all business activities as follows:
Energy for Sustainability Business (Power Procedure and Energy Ecosystem Platform and Innovations)
The Company develops its energy business based on a Customer-Centric Energy Service approach. This encompasses equitable access to clean energy, ensuring continuous power supply, and providing seamless communication and services via digital technologies to create a reliable, transparent, and accessible energy experience for all customer segments. Regarding Equitable Access to Clean Energy, the Company continuously develops and expands solar and wind power projects to broaden renewable energy access. Currently, the Company possesses a total renewable energy production capacity of 1,260 MW, with a target to reach 2,000 MW by 2027. Consequently, the Company's power generation portfolio consists entirely of 100% clean energy, reflecting a steadfast commitment to sustainable growth. Leveraging this capability, the Company extended its services to retail electricity consumers under the "Smart Living by GUNKUL" concept via the GRoof service. This provides solar rooftop installation services ranging from residential homes to SME businesses, empowering customers to generate and consume reasonably priced clean energy, reduce energy costs, and expand the widespread adoption of eco-friendly energy alternatives.
To complement increased energy access, the Company strongly emphasizes Power Plant Reliability & Availability by continuously planning maintenance and tracking system operations. This proactive approach anticipates potential disruptions, power quality issues, and equipment anomalies, allowing for scheduled maintenance, advanced equipment replacement, spare parts preparation, and Preventive Maintenance. This effectively minimizes downtime and ensures customers receive a continuous energy supply as contracted. These system monitoring efforts are intrinsically linked to Responsive Customer Communication & Service. The Company provides clear channels for status tracking, automated alerts, and service requests, ensuring customers are promptly informed of progress and can request immediate assistance or maintenance when anomalies occur, drastically mitigating the risk of business disruption. These three pillars are seamlessly integrated through Digital Platform-Enabled Service Enhancement. The Company developed comprehensive digital platforms for both customers and internal operations, such as the GRoof Digital Platform and the EMERGE Energy Management Platform. These platforms centralize data from power plants and generation equipment, enabling performance tracking, multi-plant data analysis, verification of delivered energy, and automated invoicing based on contract terms, alongside real-time anomaly alerts. Customers can effortlessly access power generation data, energy savings, and real-time operational reports. Simultaneously, operational teams utilize the same system to plan surveys, installations, and maintenance, significantly reducing workflow redundancies and operational costs while maximizing data transparency for customers.
Through this integrated approach, the Company successfully links clean energy access with electrical system continuity and comprehensive customer service. This empowers customers with reliable energy, transparent data access, and informed decision-making capabilities, ultimately elevating their quality of life, reducing business costs, and actively supporting the sustainable transition to a low-carbon society.
Engineering and Turnkey Business (Construction and Turnkey)
The Company is committed to developing a comprehensive energy infrastructure engineering and construction business to support power system stability and meet the demands of government, industrial, and commercial electricity users. The scope comprehensively covers design, engineering, procurement, construction (EPC), system testing, and commissioning, as well as post-delivery preventive maintenance services. The Company collaborates closely with key national energy authorities, the Electricity Generating Authority of Thailand (EGAT), the Provincial Electricity Authority (PEA), and the Metropolitan Electricity Authority (MEA), alongside private clients and renewable energy projects, to develop reliable electrical infrastructure that accommodates increasing electricity demand. The Company provides development and construction services for large-scale energy infrastructure projects. These include 115-500 kV high-voltage transmission lines and substations, urban underground and submarine cable projects, GIS/AIS and underground substations, Battery Energy Storage Systems (BESS), microgrids, smart energy systems, and renewable energy projects such as solar farms, floating solar installations, and wind energy. To systematically support power system stability, enhance user confidence, mitigate the risk of economic disruption and accommodate the robust expansion of renewable energy, the Company operates under the following guidelines.
Operational Service Capability Enhancement
Over the past year, the Company has significantly expanded its capabilities in executing high-voltage power system projects, specifically 230-500 kV transmission lines and substations, as well as electrical systems for renewable energy and energy storage. This strategic enhancement supports the country's transition to clean energy and bolsters grid stability in high-demand areas. The Company executes projects through meticulous planning, rigorous quality control, and joint risk management with clients to minimize delays, alleviate power disruption risks, and reduce impacts on clients' business operations. This comprehensive approach also includes providing technical consulting, system testing, and preventive maintenance to ensure that the systems operate safely and efficiently in the long term.
Workforce Competency & Service Excellence
The Company places a high priority on the continuous development of its engineering and construction personnel, actively aiming to enhance technical skills, occupational safety, and stakeholder coordination capabilities. The workforce is fully equipped to provide premier civil and electrical engineering services, system testing, commissioning, and substation maintenance for both public and private sector clients.
High-Voltage Electrical Equipment Business (Trading and Manufacturing)
The high-voltage electrical equipment business group manufactures, procures, and distributes electrical system equipment covering power plants, transmission systems, distribution networks, and end-users. The subsidiaries operate in two main sectors: 1) Manufacturing (producing and distributing goods) and 2) Trading (distributing and servicing public and private clients). Offering over 5,000 product items, both internally manufactured and sourced from recognized domestic and international manufacturers, the Company serves as a comprehensive electrical equipment provider capable of meeting diverse customer needs. Products and services encompass medium-to-high voltage protection and switching equipment, grounding and lightning protection systems, energy metering and lighting systems, transmission and substation installation and maintenance tools, electrical safety gear, solar panels and accessories, as well as an ISO/IEC 17025 certified high-voltage testing laboratory.
As this business directly impacts the continuity and safety of clients' electrical systems (both public and private sectors), the Company functions not merely as an equipment distributor but as a direct supporter of clients' vital energy infrastructure operations. Speed, accuracy, and reliability are crucial factors for the customer experience and long-term business relationships. Therefore, the Company manages customer relationships and experiences across 4 core areas:
The Company continuously accelerates its response times and customer service, encompassing quoting, technical consulting, procurement, and delivery. In 2025, the Company optimized internal workflows to enhance speed and accuracy by deploying a digital system to support real-time QC Inspection and warehouse management. By utilizing mobile devices and Barcode/QR Code systems instead of traditional paper-based processes, data recording, product status tracking, and document issuance can be executed instantly within the system. This optimization streamlined workflows from 6 steps down to 3 and reduced the issuance time for Official Test Reports from 3 days to just 1 day. Concurrently, real-time data integration for receiving, moving, and dispatching inventory slashed operational time from approximately 1 business day to merely 2 hours, effectively eliminating stock data errors and reducing paper usage. This elevated efficiency enables the Company to offer faster quotations, procure products, and answer technical inquiries promptly. Customers receive products and documentation faster, ensuring uninterrupted operations and reinforcing their confidence in the Company's service quality.
The Company prioritizes co-developing products with customers, leveraging a deep understanding of actual usage, technical specifications, and site-specific environments to tailor product properties for localized electrical systems, focusing on safety, durability, and maintenance ease. All client and project-related technical details are strictly managed under business confidentiality principles. Over the past year, the Company conducted R&D to upgrade electrical equipment standards in alignment with sustainable development guidelines and customer needs. The focus was on reducing environmental impacts, enhancing operational safety, and elevating grid reliability. Key initiatives included transitioning from SF6 Load Break Switches to Solid Load Break Switches to reduce potent greenhouse gas emissions, upgrading from Porcelain Insulators to Composite Insulators, and developing Polymer Fuse Cutouts to increase durability, minimize damage risks, and reduce maintenance burdens. Additionally, Surge Arresters and solar energy-related products were upgraded to strictly comply with industrial standards and Thai Industrial Standards (TISI).
The Company enforces a Preventive Approach to quality management rather than reactive corrections. This involves rigorous quality control throughout the entire process, from design, procurement, and production to testing and delivery, ensuring products and services meet technical specifications and relevant standards, while mitigating risks that could impact customers' safety and electrical system usage. The Company systematically addresses quality defects using principles such as Root Cause Analysis (RCA), Corrective and Preventive Action (CAPA), and result verification tracking. By integrating data from testing, QC, and customer complaints, the Company continuously improves its workflows. Last year, the engineering department implemented Kaizen & Improvement Projects in the production line, such as optimizing assembly procedures, developing Jigs & Fixtures, and refining tools to reduce production time, minimize human error, and enhance product consistency. This effectively lowered unit costs and boosted production efficiency. Furthermore, the Company promotes employee participation through Quality Control Circles (QCC) within the high-voltage equipment manufacturing plant. With 40 improvement projects executed, covering workflow reduction, time-saving, and production efficiency enhancement, the Company successfully reduced production process costs by over 186,000 THB. These activities cultivate employees' quality management skills, foster teamwork, and minimize production waste. This reduces environmental impacts, ensures stable quality control, minimizes defect risks before delivery, boosts confidence in electrical equipment safety, and supports highly efficient resource utilization.
The Company continuously builds proactive relationships and engagement with energy infrastructure stakeholders, including EGAT, MEA, PEA, contractor groups, and industrial operators. This involves client visits, technical training sessions, and knowledge-sharing events with international equipment manufacturers. Last year, the Company organized comprehensive training on the installation, operation, and maintenance of high-voltage equipment and cables, including equipment related to SF6, GIS, and lightning protection systems. It also introduced condition-monitoring technologies to prevent systemic damage. Furthermore, the Company collaborated on testing new equipment, provided engineering consultations, and hosted factory and product testing tours to ensure clients can utilize equipment safely and according to standards.
Additionally, the Company actively participates in customer events such as exhibitions, academic symposiums, electrician skill competitions, and CSR/charity initiatives to solidify trust and cooperation as a genuine business partner. Concurrently, the Company sets strategic targets for the sales team to proactively penetrate new markets, present products to new customer groups, and continuously introduce innovative solutions to both existing and new clients, measured by specific market expansion and product development KPIs.
Through the continuous execution of comprehensive CRM and Customer Experience strategies across all business groups, from technical consulting and precise delivery to after-sales care and the utilization of digital systems for tracking, issue resolution, and preventive maintenance, customers seamlessly receive convenient, rapid, and transparent services that significantly mitigate operational impacts. The Company rigorously conducts continuous customer satisfaction surveys, utilizing the insights and feedback to perpetually refine workflows and service quality. In 2025, customer satisfaction with products and services achieved 89.40%, an increase of 0.19% from 2024. This strongly reflects the tangible effectiveness of the Company's operations in building long-term trust and robust relationships with customers. The Company steadfastly maintains its target to elevate customer satisfaction to no less than 90% by continuously advancing its service excellence, proactive communication, and digital technology integration to definitively enhance the customer experience and drive sustainable business growth.
Stakeholders Directly Impacted
Employees
Suppliers
Customers
Shareholders and Investors
Public Sector
Business Partners
Communities and Society
