Product and Service Quality
Goal and Performance Highlights
Performance
Goal
Performance
Goal
Challenges and Opportunities
Given the business context of Central Pattana Public Company Limited, which involves managing relationships with numerous stakeholders and delivering high-quality products and services, the company faces both challenges and opportunities. Stakeholder expectations are constantly evolving, requiring ongoing innovation and adaptation to address diverse demands. In addition, Central Pattana serves a wide range of customer segments with varying behaviors and expectations, making it essential to adopt a flexible and customizable service approach. Ensuring consistent quality across all projects and operational locations is a key challenge—especially as the company continues to expand its business portfolio. Balancing product and service quality with competitive pricing remains a critical area for efficient management in order to deliver maximum value to customers. To this end, the company integrates advanced technologies to elevate the quality of its offerings. By enhancing product and service quality, the company strengthens customer loyalty, encouraging repeat visits and fostering strong customer relationships.
The company integrates advanced technologies to elevate the quality of its offerings. By enhancing product and service quality
the company strengthens customer loyalty.
Management Approach and Value Creation
Central Pattana Public Company Limited emphasizes product and service quality that meets the needs of customers, business partners, and all stakeholders. The company adopts a comprehensive management approach and incorporates innovation and technology to enhance operational efficiency and service excellence. To measure and continuously improve service quality, the company conducts annual Customer Satisfaction Surveys and tracks the Net Promoter Score (NPS), assessing satisfaction with both common areas and service quality. In 2024, satisfaction scores rose to 78% for common areas and 73% for services. Customer experience is continuously improved by analyzing feedback, complaints, and commendations received through various channels.
Central Pattana’s product and service development is guided by the principle of "Service with the Heart" a service culture deeply embedded in the organization. This approach encourages employees at all levels to deliver attentive and genuinely responsive service. Employee training and capacity-building are aligned with international standards, and customer and partner feedback is continuously integrated into the improvement process.
The company also applies technology and innovation to enhance service delivery, including the Central Life X platform, which allows customers to conveniently access information, promotions, and activities, and the Residents Application, which enables residents to communicate directly with project managers. For retail tenants, the Central Pattana SERVE platform offers streamlined space management, rental information, payment, and maintenance requests.
In terms of quality management
For environmental operations
In terms of data protection
Beyond rigorous quality management, Central Pattana values customer feedback through its annual Customer Satisfaction Surveys. In 2024, the company received 2,320 customer complaints, of which 99.5% were resolved. Compliments, suggestions, and complaints are analyzed to enhance service quality holistically, with NPS recorded at 51%, and satisfaction scores of 78% for common areas and 73% for services.
Retailer Relationship Management and Development
The company operates under a Tenant Centric Business Partnership model by offering integrated products such as space, marketing activities, media support, and collaborative programs. These services align with the company’s customer policy to ensure that tenants receive high-quality services and achieve satisfactory business outcomes, making their investment worthwhile.
Under the principles of fair contract practices, safety in health, hygiene, life, and property, and guided by the lifestyle center and omnichannel strategy, the company aims to be the No.1 brand in the minds of customers while maximizing benefits for tenants. Key management approaches include:
Lifestyle center and omnichannel strategy, the company aims to be the No.1 brand in the minds of customers.
Shop Space Allocation and Management
The Company incorporates feedback from tenant engagement channels and the needs of new business operators into the development of diverse retail formats. These formats are designed to serve operators across all segments—small, large, local, or international brands—and align with the varying lifestyles of customers in each location. In addition, the Company strategically allocates and manages tenant spaces to ensure visibility, convenience for customers, and alignment with the destination creation strategy.
Tenant Relationship Management
The Company manages tenant relationships across pre-opening, during, and post-opening phases. Deep collaboration with tenants is emphasized to drive joint business development. The Company ensures store openings meet its design and operational standards. Knowledge on visual merchandising and store layout is provided, along with customized sales and marketing programs tailored to tenant needs to enhance sales performance and operational efficiency.
Management is segmented by tenant and brand levels, with collaboration among Sales, Tenant Relations, and Marketing departments. Branch-level tenant meetings are held quarterly, and annual brand-level meetings serve as platforms for networking, updates on business direction, and collaborative planning.
Marketing campaigns are co-developed with tenants to boost in-store spending during both festive and low seasons. These campaigns include center decorations, events, pop-up booths, workshops, and gift redemption activities, such as Chinese New Year campaign (early year), The Greatest Grand Sale (mid-year), and The Great Celebration (year-end). To strengthen ties with tenants, the Company regularly holds tenant engagement activities with business owners and executives. In 2023, a total of 18 co-campaigns were executed: Fashion: 4 campaigns, Food & Beverage: 5 campaigns, IT Products: 1 campaign, Beauty: 2 campaigns, Education: 2 campaigns, and Major seasonal campaigns across all branches: 4 campaigns
To ensure continuous improvement, the Company prioritizes tenant feedback through various channels, including the Central Pattana SERVE system. In 2024, a total of 602 complaints were received via SERVE, with 85% resolved. The remaining cases are in the closure process. Complaint handling processes have been improved to enhance transparency, clarity, and responsiveness to tenant needs.
Tenant Operations Management
The Company implements standardized operational procedures covering incident resolution, prevention, monitoring, and annual performance audits. Focus areas include utilities, waste management, safety, and incident response. Feedback from tenants is analyzed alongside insights from customer and community voice channels to drive service and operational improvements.
The Company also requests tenant satisfaction evaluations after each service interaction. These results are used to refine operations and inform future service innovation. ISO standards are integrated into tenant management, including ISO 9001 for service management, ISO 14001 for environmental and waste management, and ISO 45001 for occupational safety.
Technology is leveraged to enhance tenant operations through Smart Property systems connected to the SERVE application and the Enterprise Resource Planning system. Incident closure within the system (Incident Notification) is used as a performance indicator for service personnel.
Tenant Development
The Company provides equal opportunities for all capable entrepreneurs to grow in the retail business—whether or not they have previously partnered with the Company or the Central Group. Tenant development is delivered through two main programs:
1. Central Pattana LEAD (Leading Entrepreneur Advanced Development Program)
This initiative is designed for emerging entrepreneurs who are ready to dedicate time to classroom-based learning to enhance their business management skills in modern trade, while also being prepared to launch and operate a real retail outlet. In 2023, the program completed its fifth cohort with participation from 30 new brands. The following five brands received excellence awards in various categories:
2. Retail Academy
This is a hands-on training workshop to build foundational knowledge and enhance modern trade business management capabilities, particularly for local entrepreneurs. Topics covered include online marketing, customer relationship management, product development, and visual merchandising. In 2023, the program was extended from the previous year to include a two-day event at Central Ladprao: one day of classroom training and one day of Business Matching for potential tenants. The program was also rolled out nationwide, with a total of five sessions held across regions, engaging 142 brands and 189 retail outlets.
Tenant Support
Beyond business growth and revenue generation, the Company supports tenants in the following areas:
1. Financial Access
The Company connects tenants with low-interest loans under special conditions. In 2023, collaboration with UOB Bank facilitated loans focused on energy efficiency and business expansion for tenants committed to reducing energy consumption and landfill waste.
2. Customer Relationship Management
Through The 1 Biz application, tenants participating in the program can allow customers to earn The 1 points automatically, enhancing CRM capabilities without requiring costly system investments. The Company also introduced the E-Coupon feature on the SERVE application to enable easier and faster redemption of discount or privilege coupons from the shopping center.
3. Employee Well-being
The Company enforces standard self-assessment protocols on operational compliance, conducted annually by shopping center operations teams. These assessments cover legal and safety aspects of employee welfare. Assessment data is analyzed, reviewed, and presented during shopping center GM meetings and distributed via email to relevant parties.
In 2023, the Company prepared for Green Building certification in new projects. Accordingly, utility and system standards were issued, in line with the Thai’s Rating of Energy and Environmental Sustainability for Construction (TREES-CS), to guide tenants in aligning their shop fit-outs with green building criteria. These cover lighting systems, HVAC, ventilation and smoke control, safety, sanitation, gas systems, electricity control, and accessible green spaces.
Additionally, dedicated areas have been designated for tenant employees to rest during breaks and dine affordably. Reserved parking is also provided for tenant employees where feasible.
4. Sustainability
To foster sustainability collaboration, the Company launched the Green Partnership program, inviting committed tenants to join efforts in reducing greenhouse gas emissions, energy use, and landfill waste. In 2023, 40 tenants participated in training sessions focused on emission reduction strategies, and joint discussions on energy conservation.
The Electricity Usage Report feature was added to the SERVE application, enabling tenants to independently monitor and compare their energy consumption.
Stakeholders Directly Impacted
Tenants, Lessees and Residential Customers
Customers
Partners and business alliances
Communities / Community representatives, including regulators, government, academia, and civil society organizations
Shareholders
