Amidst the onslaught of various situations, both predictable and beyond control, such as the intense role of technology, the emergence of trade wars, and the COVID-19 pandemic, every company faces the challenge of how to either brace for impact or proactively plan to guide their organization through disruption and achieve long-term business sustainability.

Given these challenges, it is crucial for organizations to strengthen their companies. For Samakorn Public Company Limited or SAMCO, a real estate developer with 50 years of experience in creating quality projects based on an understanding of life, the focus begins with developing its 'people' or 'employees' to enhance their potential. This is because employees are seen as the main driving force of the company and the starting point for delivering quality products to customers. The company has implemented Design Thinking training for employees at all levels to foster creativity and improve work processes.

Mr. Noppon Jenthanarakul, Acting Managing Director of Samakorn Public Company Limited, stated that the concept of Design Thinking is a systematic thinking process aimed at finding new solutions to problems that are suitable for developing products and services that comprehensively meet customer needs. This involves understanding (Empathy) the thoughts and needs of customers in all dimensions. If this mindset is cultivated as part of the corporate culture, it will encourage employees to be creative in their work and life, leading to the development of products that resonate with customers, allowing the company to grow steadily despite any obstacles.

“For example, in designing homes, Samakorn aims to develop projects where everyone can sleep comfortably, also known as 'Comfortable Sleep Homes.' These homes provide happiness and meet the needs of living together in a good community and society. Therefore, we apply the concept of Design Thinking in designing homes, projects, and after-sales services by considering what the current needs and problems of customers are, and then improving upon them. This aligns with Samakorn's principle of customer-centric design, as our business involves selling to end users. We must first understand their lifestyle and what they value. If everyone in the company uses Design Thinking, we can all move towards the same goal. This way, even when unexpected situations arise, such as the COVID-19 crisis, we can still maintain our sales because our products are designed to meet customer needs,” he explained.

Mr. Noppon noted that the pandemic has significantly impacted the overall market, forcing changes to the business expansion plans for this year. However, the company has turned this crisis into an opportunity by accelerating growth for both employees and the organization. Employees are encouraged to raise issues they encounter at work, whether small or large, from their own departments or others, and collaborate to solve these problems while developing systems that facilitate smoother and more efficient internal operations, helping to reduce costs and expenses. This training approach also fosters a sense of ownership among employees, as they become aware of the organization's issues and work together to address them.

“If everyone is shaped by Design Thinking, the problem-solving approach will not be tied to old methods, and they will be bold enough to seek new paths. This develops perspectives and thoughts that look further ahead, prompting employees to continuously check whether what they are doing is effective and how they can enhance their work capabilities. When employees become aware, they will seek new tools to support their work. I believe this working style will be a mechanism for sustainable organizational growth,” he added.

Moreover, the concept of Design Thinking has also enhanced internal communication within the organization, as employees learn to understand their colleagues, leading to a smoother and obstacle-free workflow. One of the Design Thinking activities that Samakorn has implemented is a project to design a new office. Employees are divided into teams and interview colleagues from different departments about their needs and challenges at work. They then return to design a workspace that they believe best meets those needs. The company will use the insights gained to inform the design of the new office.

“Samakorn plans to renovate the office to prepare for business expansion because we believe that changing the work environment will stimulate employees to feel more active and enhance creativity, making work more efficient. Additionally, it creates an ecosystem where employees can collaborate to innovate, effectively addressing all customer pain points and creating products that align with their needs. This approach aligns with Samakorn's positioning as a brand that builds homes based on a true understanding of Thai people's lives,” he stated.

As for Samakorn Public Company Limited, it anticipates that the operations in the second quarter of 2020 will proceed as planned. Based on the assessment of real demand in the market, it appears that many people are ready and planning to purchase homes. Furthermore, the COVID-19 situation has led to an increase in remote work (Work from Home), which will become a more prominent work model in the future, resulting in a greater need for living space, whether for solitary living or shared communal areas, as well as an emphasis on environments conducive to work. Therefore, 'homes' are the answer for residential choices, and the company has several projects that offer value for customers. Additionally, it has planned to focus on horizontal projects in upcoming launches, as they can better meet customers' lifestyles.

Currently, Samakorn Public Company Limited has 9 projects available for sale, including single-family homes such as Samakorn Chaipak - Chaeng Watthana, Samakorn Chaipak - Ring Road 2, Samakorn Rangsit Klong 7 (Zone 4), and Samakorn Rangsit Klong 7 (Prime-7); townhomes such as Samakorn Avenue Ram Inthra - Ring Road, Samakorn Avenue Chaipak - Ring Road, and Samakorn Avenue Suvarnabhumi; condominiums including S9 Condominium; and home offices such as Samakorn Office Park. Throughout 2020, the company aims to launch an additional 5 new projects with a total value of approximately 3.7 billion baht.