Brother Sets New Standards in Customer-Centric Service
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Brother Sets New Standards in Customer-Centric Service

Brother advances its commitment to customer satisfaction, unveiling a strategy to enhance service quality and innovation, driving growth and sustainability in 2024.

"Brother," a frontrunner in printer innovation, has announced its readiness to build upon its 2023 success, prioritising customer requirements. Elevating service standards to ensure maximum satisfaction, it targets marketing specifically designed to bolster its B2B customer base through activities tailored to customer demands, aiming for 6% growth.

Mr. Teerawut Suppapanpinyo, Managing Director of Brother Commercial (Thailand) Co., Ltd., disclosed, “In 2023, according to GfK data, we've expanded our market share across several product segments. From 47.8% in 2022 to 57.1% (#1) in 2023. Colour multifunction laser printers rose from 51.5% to 50.1% (#1), monochrome laser printers from 27.7% to 32.6% (#2), and colour laser printers from 37.3% to 46.4% (#1). This year, Brother will intensify its marketing efforts to further this success by enhancing brand awareness. GfK's market research over the past year shows Brother reaching more young or new-gen individuals, particularly those aged 25 – 35 years old, a demographic with significant purchasing power. This enables further customer base expansion. We're reinforcing our brand image as contemporary, innovative, and capable of meeting all customer needs, laying the groundwork for future market expansion.”

Mr. Teerawut mentioned, “This year, our focus will be on proactive B2B marketing to enlarge our corporate and government customer base, alongside offering total solutions and environmentally friendly disposal of used printing materials throughout the year, aligning with sustainable business practices.”

Ms. Rassiyakorn Tanthavanich, General Manager of Customer Service, Brother Commercial (Thailand) Co., Ltd., added, “We've centred our services around customer expectations, linking them to a comprehensive range of services. From sales to after-sales, we have a system for service information. This includes pre-sales and post-sales services across various platforms like Call Centre, Email, Facebook, Live Chat, and Chatbot (via Website or Line OA Brother Thailand), as well as through Brother's 4 service centres and Authorised Service Centres nationwide in all 77 provinces. Brother has developed these channels for utmost efficacy, including consultations for customers to maximise the potential of Brother products. Satisfaction assessments (NPS) will be conducted after every service to gather this data for service improvement.

"Brother has also pioneered in Chatbot technology. Nong Care offers pre- and post-sales queries in both Thai and English, and Mr. Carer for the ASC service centre addresses technical issues, maintenance, and troubleshooting, along with initial cost estimates for repairs and spare parts for customers. The chatbot is available 24/7, alongside Brother Care Pack add-on services for customers to purchase from the first day of purchase till the end of the warranty period, including warranty extensions, device inspections, and cleaning to ensure longevity. We gladly tailor various services to customer needs, such as on-site repairs and machine installations, to add value and prevent interruptions. Long-lasting machine use helps reduce e-waste and protect the environment."

"Brother" takes pride in enhancing after-sales service, evidenced by awards in various categories from the Thai Contact Center Trade Association (TCCTA) over the years. For example, The Best Contact Centre of the Year 2017, The Best Satisfaction Contact Centre for many consecutive years, The Best Effective Technology Contact Centre, The Best Social Media Contact Centre, The Best Human Care Contact Centre, and The Best Workflow Contact Centre. Additionally, Brother has received accolades from the Contact Centre Associations of Asia Pacific in multiple fields.

Furthermore, Brother meets the standards in service and inspection comprehensively (BSQA), such as repair timeframe, problem response, service provider characteristics, service stations, and professionalism in service delivery. This builds trust in the service of all 4 Brother Service Centres and of Authorised Service Centres (ASC) nationwide. We provide training in repair skills, knowledge, and customer care capability. All these efforts stem from understanding what customers want and using our services to help them achieve their objectives, embodying the principle of Customer Success. Brother places customer success as its top priority, ensuring customer happiness and success as they choose Brother as their preferred brand.

Mr. Pornpak Upaisilpsathaporn, General Manager of Finance and Administration Department Brother Commercial (Thailand) Co., Ltd., stated, "Beyond delivering excellent service, we are also committed to environmental protection. Brother has aligned its operations with ISO 14001 or the environmental management system to meet international standards, a practice sustained for 6 years and set to continue. Moreover, the company has enhanced its offices according to the Green Office standard, driven by the Sustainable Development Goals spanning 2020 to 2050. The focus lies on three primary areas: maximising resource turnover, promoting a carbon-neutral society, and achieving positive net results in the ecosystem through the Environmental Vision 2050 policy. Brother was awarded a gold medal in the Green Office assessment at an excellent level since 2021.

"All these initiatives align with Brother's global commitment to social responsibility and local community engagement. This Green approach is deeply ingrained in all employees and reflected in their work, establishing high environmental care standards, enriching local communities, and strengthening the company. Adhering to specific environmental requirements opens more business opportunities. Additionally, we organise annual special activities for local communities and the environment, focusing on sustainability, in line with the business practices of our parent company in Japan and Brother globally.

In 2024, Brother aims to elevate product standards, services, and societal contributions, ensuring maximum customer satisfaction and brand loyalty.


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