SAP, Qualtrics Award Next-Gen CX to Central Retail


SAP Indochina Managing Director Atul Tuli and Qualtrics Head of Southeast Asia Mao Gen Foo presented the award to Central Retail Corporation Public Company Limited’s (CRC) Vice President, Group Head of CXM, Research & Insights Rasel Ahmed, and Chief Digital Officer David Llamas.

Central Retail, a leading multi-format and multi-category retailing platform in Thailand, has been recently recognized by German tech giant SAP and Experience Management (XM) company Qualtrics for demonstrating customer experience (CX) leadership and capabilities leveraging retail technology. The Excellence in Next Generation Customer Experience Award was given to the retailing company for creating a next-generation CX program powered by Qualtrics CustomerXM, a world-leading, agile platform for customer experience improvement.

“With the new CX program from Qualtrics, Central Retail is best positioned to do so impactfully and sustainably, which helps the company get the insight and information they need to steer its business through changing and challenging times,” said Atul Tuli, Managing Director, SAP Indochina.

“Recognitions like the Next Generation Customer Experience Award are a testament to the relevance and value of Central Retail to customers as they are accelerating the development of next-gen omnichannel platform into a full-scale retail tech company.”

Commending his team for the outstanding recognition, Rasel Ahmed, VP, Group Head of CXM, Research and Insights, stressed:

“This award confirms that we, the team is having a transformative impact on the CXM space. We’re happy to have modern tools like Qualtrics in place to quickly adapt, scale, and respond to change. Ultimately rich customer journeys need to be based on a single source of connected truth.We’re focusing on the end-to-end experience because every interaction is an opportunity for us to provide value and create a competitive advantage.”

Next-Gen CX powered by Qualtrics CustomerXM

Central Retail CX transformation journey kickstarted in the last quarter of 2022 as a response to the evolving shopping patterns since the pandemic. The Thai company partnered with Qualtrics to create a next-gen omnichannel platform that would offer convenience and safety to customers. 

Leveraging Qualtrics CustomerXM, Central Retail rolled out an extensive customer experience program that captures customer feedback across multiple channels-including digital, contact center, and in-store- throughout the customer journey. Real-time insights accessible to the customer-facing team allow them to quickly resolve key issues and improve the overall buying experience.

Since implementation, Central Retail’s next-gen CX program has witnessed the following:

  • Significant uplift in NPS scores – some brands triple their scores 
  • Improvement in customer usage and retention year-on-year Automated workflows improved resolution times
  • Central Retail Group’s omnichannel platform now represents 18% of the Group’s total sales

“At Central Retail, we are determined to be the best in everything we do for our customers, and over the last five years are proud to have built one of Thailand’s best omnichannel platforms,” said David Llamas, Chief Digital Officer, Central Retail Corporation Public Company Limited, or CRC. “To truly address the needs of our customers, it’s critical we can continually understand how they are thinking and feeling and take rapid, meaningful action on that feedback. We have seen a significant uplift in our core CX scores since the beginning of 2022, and as we continue on our journey to become Asia’s #1 retailer are proud to receive this recognition from our trusted and valued partners at SAP and Qualtrics.”

The CX leadership of CX Retail has been reflected in the company’s “10 billion baht investment in five digital strategies focused on supporting the Group’s ‘CRC Retailligence’ strategy.”

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