Customer Relation Management and Responsibility
Supporting the SDGs Goals
Goals and Performance Highlights
Customer Satisfaction: Reach
Complaint Resolution: All customer complaints resolved at
Customer satisfaction reached
Successfully resolved
Stakeholders Directly Impacted
Customers
Employees
Suppliers and Business Partners
Competitors
Commitment, Challenges, and Opportunities
MR. D.I.Y. is committed to delivering quality products and services that offer value for money and meet the needs of customers across all segments, guided by the principle of “Customers at the Heart of Everything We Do."
Maintaining and enhancing quality is both a key challenge and an important opportunity to create business differentiation, strengthen trust, and reinforce the brand image of MR. D.I.Y. as a trusted and accessible home improvement and lifestyle retailer nationwide.
At the same time, evolving customer behaviors and expectations in terms of product quality and safety, as well as social responsibility, continue to drive the Company to strengthen its quality standards and management processes. This ensures that every product sold in our stores meets required standards, is safe, and delivers the highest level of customer satisfaction, while creating competitive opportunities and supporting stable and sustainable long-term business growth.
Management Approach and Value Creation
MR. D.I.Y. is committed to delivering a convenient, value-for-money, and accessible shopping experience for customers across all segments by adopting a customer-centric approach to service design and development. This supports our aspiration to become a “One-Stop Destination” for quality home improvement and lifestyle products at affordable prices. The Company places emphasis on offering a wide variety of products with strong value for money to meet the needs of consumers who seek both quality and reasonable pricing.
In addition, the Company places importance on store design to ensure that customers can shop smoothly and conveniently through systematic product placement, a clean and well-lit environment, and friendly service. This is complemented by branch expansion across the country, enabling customers in all areas to access quality products at affordable prices on an equitable basis.
The Company has established the following practices:
1. Feedback Collection and Complaint Management
The Company places importance on listening to customer opinions, suggestions, and complaints by providing convenient, accessible, and comprehensive communication channels through in-store channels at MR. D.I.Y. stores nationwide, the Customer Service hotline at 02-136-7401, and online channels, including Facebook Chat, LINE Official Account, email at customercare.th@mrdiy.com, and E-Form surveys. These channels enable customers to conveniently and promptly provide their opinions and suggestions. Upon receiving customer opinions, suggestions, or complaints, the Company records the information and forwards it to the relevant departments for fact-finding and investigation, as well as to determine appropriate corrective actions. The Company communicates the outcome of the actions taken to customers, as appropriate. The Company also consolidates and analyzes customer opinions, suggestions, and complaints to support the continuous improvement and development of its products, services, operational processes, and overall customer experience.
In addition, the Company conducts customer satisfaction surveys covering key topics such as product quality, employee service, and value for money. The information received is analyzed to identify strengths and opportunities for improvement and is used as a basis for the continuous enhancement of product and service quality.
Performance
| Indicators | 2023 | 2024 | 2025 |
|---|---|---|---|
| Customer Satisfaction Score (%) | N/A | 97.1* | 97.5 |
| Complaint resolution rate (%) | 100 | 100 | 100 |
Remark: *The Company started collecting this data in June 2024
2. Customer Relationship Management
The Company places importance on building and maintaining long-term relationships with customers by analyzing data from marketing channels and social media to gain deeper insights into customer behavior and needs. Such information is used to develop marketing activities, promotions, and communication approaches that are appropriate for different customer groups in order to respond more effectively to customer needs.
3. Responsible Marketing
The Company conducts marketing activities on the basis of accuracy, transparency, and ethics by providing complete, accurate, and factual information about products and services, enabling customers to make informed decisions while avoiding exaggerated claims in marketing communications.
In addition, the Company promotes fair market competition and seeks to build consumer confidence through transparent and responsible communication. This reflects MR. D.I.Y.’s commitment to conducting business with due consideration for consumers and stakeholders in the long term.
4. Product Quality and Consumer Safety
Product Quality and Safety Management
MR. D.I.Y. places importance on managing product quality and consumer safety throughout its operations by implementing product quality control measures in line with relevant laws and standards, from the selection of qualified suppliers and product inspection to the management of products that may be defective or pose risks. This is to ensure that every product sold is of good quality and safe for consumers.
In addition, the Company places importance on providing customers with appropriate product information through product labels and communication channels to support the correct and safe use of products, while also complying with relevant product standards, such as Thai Industrial Standard (TIS).
Operational Guidelines
Select and assess suppliers with product quality standards.
Inspect product quality to ensure compliance with relevant requirements and standards.
Comply with relevant product standards, such as Thai Industrial Standards (TIS).
Conduct periodic internal audits to assess compliance with product quality management processes and identify opportunities for improvement.
Apply a 7-day product exchange policy to build customer confidence.
Provide communication and training to relevant employees to enhance their understanding of their roles and responsibilities in product quality and safety, including product inspection and the management of non-compliant products.
Manage defective products or products that may pose risks to consumers. Where products are identified as defective, non-compliant, or potentially unsafe, the Company assesses the nature and severity of the issue and takes appropriate actions, such as withdrawal from sale, replacement, or disposal. Where applicable, the Company coordinates with relevant suppliers or manufacturers to implement corrective and preventive actions and prevent recurrence.
In-Store Safety Management
MR. D.I.Y. places importance on creating a safe service environment for customers across all branches through systematic in-store safety management, covering store layout arrangements, equipment safety, and the overall store environment, in order to reduce risks that may arise while customers are using the Company’s services.
The Company regularly inspects and maintains equipment and various systems within its branches, while also establishing in-store safety measures and providing employee training so that staff can appropriately manage and respond to safety-related risks.
Operational Guidelines
Maintain the safety of equipment and in-store areas
Ensure the store environment is appropriate and safe for customers
Install warning signs or safety symbols at appropriate locations
Train employees on in-store safety management
Monitor and continuously improve safety measures
