Ms. Yothaka Rodphotong, e-Commerce & CRM Director of COM7 Public Company Limited, said that for COM7, building Loyalty today means creating continuous relationships with customers throughout the Technology Journey. Purchasing a device is not the end of the Customer Journey but the start of new needs arising throughout the product's lifespan. After buying a smartphone, many more journey stages follow.
These include protecting and maintaining the device, choosing accessories, using various services, trading in the old device, and upgrading or buying a new device. What we consider is how COM7 can create value for customers at each of these stages.
This is a key role of 7CLUB+, which helps connect products, services, and benefits within COM7's ecosystem to work more cohesively. Previously, customers might have known or used each program separately, but 7CLUB+ acts as a bridge linking the customer experience across the entire journey.
Therefore, the goal is not only to build a Loyalty Program with more benefits but to develop 7CLUB+ into a part of the Customer Ecosystem that can deliver value throughout the Technology ownership cycle.
One of COM7's strengths is having a wide range of products, services, and Customer Touchpoints, enabling a deep understanding of customer needs at various journey points. A customer who just bought a smartphone might be looking for accessories, while a long-time device user may consider trade-in or upgrade. Another group may seek smartwatches, tablets, or notebooks to complete their Technology Ecosystem.
When data from each Touchpoint is properly linked, 7CLUB+ helps COM7 better understand members' Customer Journeys and offer benefits or promotions tailored to each customer's needs at each moment.
"What we want to develop is not identical benefits for all customers but Relevant Benefit for Each Customer. Each customer is at a different point in their Technology Journey, so the benefits valuable to them should differ accordingly."
This concept reflects a shift from one-size-fits-all communication to a Personalized Customer Experience that starts with understanding the customer, rather than simply increasing the number of promotions or discounts.
For COM7, the opportunity for 7CLUB+ is not limited to boosting member engagement but also serves as a key mechanism to connect the company's programs and services, from the day customers decide to buy through maintenance, adding devices, trade-in, or upgrading to new Technology models.
"In the long term, we want customers to feel that COM7 is not just a place to buy Technology but a partner who understands how they use Technology and helps make Technology ownership easier and more valuable throughout the journey."
When all Touchpoints are connected, Loyalty is not just about earning points but about relevant and continuous experiences linked to customers’ lives. This marks another step for 7CLUB+ from a Loyalty Program to a Technology Ownership Ecosystem that enables COM7 to build lasting relationships and shared value with customers throughout the Technology usage cycle.
Rewarded PTG Energy Public Company Limited (PTG) has strengthened its Non-Oil business by winning the BUSINESS+ PRODUCT OF THE YEAR AWARDS 2026 in the Automotive-Energy and Oil category, thanks to the outstanding PT MaxCard Plus and Max Me. Meanwhile, Thai Coffee won the top prize in the consumer goods coffee shop category. Executive Pitak Ratchakitprakarn emphasized the strategy of using technology to link benefits with customer lifestyles and expand the membership system into a comprehensive Ecosystem connecting affiliated businesses.
Promoting Sustainability Ms. Patlada Sanga-saeng, Chief Financial Officer of PTT Public Company Limited, and Mr. Kenichi Yamato, President and Chief Executive Officer of Krungsri Bank Public Company Limited, jointly announced a significant milestone in sustainable finance with PTT's first Sustainability Term Loan transaction worth 4.8 billion baht. Krungsri acted as Sole Sustainability Finance Advisor and Sole Lender.
This transaction represents an important step for PTT in integrating sustainability concepts into business strategy, balancing business growth with environmental care and long-term social value creation. The loan funds will support PTT's key sustainability projects, such as forest restoration and expansion.
It also includes supporting science and technology education development through Kamnoetvidya Science Academy (KVIS) and Vidyasirimedhi Institute of Science and Technology (VISTEC) to promote environmental conservation, innovation development, and quality personnel for Thailand’s future.