Customer Relationship Management

The Company is committed to fostering long-term customer satisfaction and trust through high standards of service quality and accountability, with the aim of building positive and sustainable relationships across all service channels.

Key Stakeholders

Customers

Business Partners

Communities / Society

Stakeholder Impact

Effective customer relationship management and accountability are central to sustainable business operations, as customers are key stakeholders influencing long-term trust and growth. The Company prioritizes understanding and responding to customer needs appropriately and efficiently to build continuous trust and satisfaction. Strong customer relationships also foster collaboration with partners and distributors, creating shared value and future business opportunities. This approach generates positive outcomes for all stakeholder groups and enhances the Company’s overall corporate reputation.

Business Impact

Managing customer relationships and demonstrating accountability directly contribute to long-term business success and sustainability. Delivering services that consistently meet customer needs strengthens satisfaction, trust, and brand loyalty while reducing complaints and customer attrition. Customer insights are leveraged to improve products and services, ensuring closer alignment with market demands. This supports customer retention alongside new customer acquisition, stabilizes revenue, enhances corporate image, and strengthens the Company’s sustainable competitive advantage.

Performance Against Targets

	Target (2027)	Target (2025)	Performance (2025)
Franchisee customer satisfaction	80%	80%	87.3%
Customer satisfaction at gas stations	90%	90%	94.2%

Management Approach

The Company systematically manages customer relationships by focusing on the design and development of high-quality, safe, and fair products and services tailored to the needs of each customer segment. At the same time, it maintains diverse communication channels to ensure convenient, prompt, and timely responses. The Company places strong emphasis on listening to customer feedback, complaints, and suggestions, using such insights to analyze and continuously improve its operations. All actions are carried out with transparency and in compliance with applicable data protection laws. In addition, the Company integrates social and environmental responsibility into its business operations, such as efficient resource utilization, waste reduction, and creating shared value with communities, to enhance customer experience and strengthen long-term trust and confidence.

Customer Experience and Satisfaction Management Personalized Experience Delivery

Customer Data Collection and Analysis

Collecting and analyzing the behavior of over 25 million members to segment customers and gain deep insights into the specific needs of each group.

Personalized Experience Design

Designing tailored offers and benefits, such as behavior-based promotions, birthday specials, and bonus points based on service usage frequency.

Integration Across the PTG Ecosystem

Connecting data from oil and non-oil businesses to deliver benefits across the PTG Group and its partners, aligned with each customer’s lifestyle and behavior.

Personalized Communication

Delivering offers and service information through preferred customer channels, such as the Max Me application, digital media, and other appropriate platforms based on individual preferences.

Feedback and Continuous Improvement

Gathering customer feedback via the Max Me application, call center, social media, and service stations to analyze and enhance the loyalty program, application features, and overall customer experience.

Sustainable Value Creation

Enhancing customer satisfaction and loyalty, reducing resource consumption through digital channels, and supporting the stable and sustainable growth of the Company’s ecosystem.

Digital Communication

The Company systematically manages digital communications by developing and disseminating news, activities, and campaign content through online media to enhance awareness and engagement among members and the general public. This approach supports continuous market expansion and strengthens brand awareness, particularly as consumer behavior increasingly shifts toward digital platforms. The Company therefore prioritizes digital channels to consistently reach diverse target groups in alignment with their specific needs.

Currently, the Company utilizes social media platforms such as Facebook, LINE, its website, and mobile applications to share information and privileges, as well as to connect promptly with customers and stakeholders. This includes notifying customers, who have provided consent, of promotions and special offers. Digital channels also serve as platforms for customers to provide feedback, share suggestions, and receive timely responses to inquiries, complaints, or concerns.

Product and service sale revenue obtained through the Max Me application

0.21%

Customers using the Max Me application

8.6%

Customer Satisfaction Assessment

The Company has established a dedicated working team to assess customer satisfaction across all business units. Satisfaction surveys are conducted at least once a year using electronic questionnaires distributed at service points. The assessment framework is divided into two main groups:

Retail Customers at Fuel Service Stations: Customer satisfaction is evaluated after service completion and point accumulation transactions. Electronic survey forms are subsequently sent to customers who have used the service.
Franchise Customers: Satisfaction surveys are conducted among fuel station operators (franchisees), focusing on the quality of support services provided by the Company’s departments. The evaluation covers areas such as fuel transportation, depot services, and accounting support, among others.

Topic	Target		Performance
Topic	2025	2027	2023	2024	2025
Franchisee customer satisfaction	80%	90%	82.24%	82.40%	87.3%
Percentage of total respondents	80%	-	62.00	61.50	32%
Customer satisfaction at gas stations	80%	90%	93.10%	93.85	94.2%
Percentage of total respondents	80%	-	93.05	91.00	90.05%

*Note: Customer satisfaction for fuel service station users is calculated based on the average satisfaction scores across business units operating within the station, including PT fuel stations under Petroleum Thai Corporation Company Limited, Olympus Company Limited, Punthai Coffee Company Limited, GFA Corporation (Thailand) Company Limited, Max Mart convenience stores under Petroleum Thai Corporation Company Limited, and Siam Autobacs Company Limited.

Improvement of Performance to Enhance Customer Satisfaction

The Company is committed to enhancing customer satisfaction through continuous service quality improvement, effective complaint management, and active customer feedback collection via multiple channels, including digital platforms and social media. Insights gathered are systematically analyzed and applied to improve operations and service standards.

The Max Me application is continuously developed as an integrated platform to better meet customer needs, enhance user experience, and strengthen long-term engagement. Targeted promotional campaigns, transparent and timely communication of product and service information, and strict compliance with personal data protection policies further reinforce customer trust and support sustainable customer base growth.

Product and Service Complaint Management

Customer Complaint Channels

PTG Group provides multiple accessible channels for customers and consumers to submit complaints and suggestions. These include the PT Contact Center (Tel. 1614), email at customer_service@maxme.co.th, the “PT Station” Facebook fan page, and the Max Me application. In 2025, the Company summarized customer complaint data as follows:

Issue	Complainant	2023	2024	2025
Number of significant complaints concerning customer privacy violations and customer data loss (cases)	Reported by external parties and verified by the organization	0	0	0
	Regulatory authorities*	0	0	0
Number of incidents involving customer data breaches, theft, and loss (cases)		0	0	0

Note: Regulatory authorities which are government agencies or independent bodies established by law.

Process for Responding to Product Quality Complaints

The Company is committed to handling customer complaints and feedback responsibly to strengthen trust and effectively address customer concerns. Strict measures are in place to protect personal data and prevent any misuse of complaint-related information. Multiple modern channels, including the Max Me application, have been developed to ensure convenient and accessible complaint submission. Upon receiving a complaint, the Company conducts a thorough, careful, and impartial investigation to verify the facts. Appropriate corrective actions are determined according to the severity and nature of each case to ensure timely resolution. Complaint data is systematically recorded, monitored, and analyzed to identify root causes, improve operational processes, and prevent recurrence in the future.