Ms. Russiyakorn Tandavanich, General Manager of Customer Service at Brother Commercial (Thailand) Co., Ltd., stated that customer service is not just about technical support but is a crucial part reflecting the company's commitment to caring for customers throughout their usage experience.
Under the concept At Your Side, Every Side of Life, whenever customers need assistance, Brother’s team and nationwide service center network stand ready to provide service with consistent standards, ensuring customers receive quality, prompt, and trustworthy care, reinforcing Brother’s commitment to support customers at every important moment in life.
Brother has developed BSQA into a certification system for authorized service centers covering service quality, operational processes, staff readiness, and customer care standards, enabling service centers nationwide to deliver consistent, efficient service experiences. This also emphasizes the Customer Service department’s role as a Strategic Brand Experience that builds customer trust, satisfaction, and long-term loyalty.
BSQA is more than just a service center evaluation standard; it is a platform that develops knowledge, techniques, and proven practices that tangibly enhance service quality. Network service centers can apply this knowledge to improve operations, increase customer satisfaction, and sustainably boost revenue. Simultaneously, it opens opportunities for local entrepreneurs and communities to develop skills, create careers, and enhance competitiveness.
With a long-term vision, Brother aims to expand the Best Service & Quality Assurance by Brother into a national Creating Shared Value (CSV) project under the concept At Your Side, Every Community in Thailand. This elevates BSQA from a standard for IT and office equipment service centers to a model of after-sales service knowledge applicable across various products and industries in the future.
This concept reflects Brother’s role as an organization aspiring to be Thailand’s Center of Service Excellence in After-Sales Service, a hub for developing after-sales service knowledge by transferring standards, operational processes, and practices that continuously and concretely enhance service quality.
Under this approach, BSQA has been developed as a platform creating shared value between business and society, connecting four key dimensions: Customer Value to elevate after-sales service standards nationwide; Partner Value to strengthen service center entrepreneurs; Community Value to support local job creation and income; and National Value to reduce disparities in access to quality services across all 77 provinces.
Brother’s vision is to develop BSQA into a shared value model that delivers tangible benefits to customers, partners, communities, and the nation. The company aims for the standards and accumulated knowledge from operational experience to be leveraged to raise Thailand’s after-sales service standards broadly, improving consumers’ quality of life, strengthening entrepreneurs, and supporting sustainable economic growth.
With this philosophy, Brother reiterates its role as a technology leader committed to building an after-sales service system that stands by customers at every life stage—from home use, education, small businesses to large organizations—delivering recognized care standards and enabling the long-term development of Thailand’s service system under the philosophy At Your Side, Every Side of Life.
Supporting customers to seize new opportunities in India Bangkok Bank Public Company Limited, led by Mr. Chairit Anuchitworawong, Senior Executive Vice President, Mr. Sahaphol Wannsusri, Assistant Senior Executive Vice President, along with Mr. Racha Areepak, Consul General in Chennai, Ms. Pornpan Pueangjai, Consul in Chennai, and Mr. Thanaphat Saengarun, Director of South Asia Division 1, Department of International Trade Promotion, Ministry of Commerce,
Mr. Ponpat Napawaranon, Director of Thai Entrepreneurs Development Division, Board of Investment (BOI), led a team of Thai entrepreneurs in discussions with T-Hub, a leading innovation and startup hub in Chennai, India. Ms. Setu Sharma, International Program Manager from T-Hub, provided information supporting Thai entrepreneurs interested in expanding business and investment into the Indian market.
Addressing office syndrome Mr. Pranot Wesaranwit, Executive Director of Marketing and Sales at Wacoal, Ms. Kanya Lohawicharn, Executive Director of Production Planning at Wacoal, and Ms. Intira Naksakul, Marketing and Corporate Communications Director at Thai Wacoal Public Company Limited, collaborated with the Phyathai-Paolo Hospital Network, led by Dr. Dusit Panyaprasert, Director of Paolo Kaset Hospital, and Dr. Siam Pichetsin, Director of Paolo Rangsit Hospital,
to develop an innovative alternative to reduce muscle pain, launching the SMART X Back Support. This back-supporting garment reduces spinal pressure and corrects sitting and standing posture to combat office syndrome. It integrates ergonomic knowledge with modern textile technology, worn like regular clothing, made from a nylon and spandex blend that is tight, highly flexible, lightweight, and breathable. It is unisex, suitable for both men and women, reflecting a health innovation focused on practical daily use and sustainable health care. The launch took place in the Khun Por Paolo Meeting Room, Building 1, 11th floor, Phyathai Phaholyothin Hospital, recently.