In an era where consumer behavior is rapidly changing and business competition is fierce, brands are increasingly focusing on building customer loyalty through marketing strategies that foster long-term relationships. Customer Relationship Management (CRM) programs have thus become essential tools for brands to maintain a competitive edge. Not only do they help generate repeat sales and continuous service usage, but they also build trust and loyalty towards the brand.

Earlier this year, LINE launched MyCustomer | CRM, a solution designed to manage customer relationships with an outstanding online membership system that includes comprehensive point management. The response from Thai SMEs has been positive, with 2,090 accounts already activated across various business sectors, including beauty clinics and spas (25%), restaurants and cafes (19%), and retail stores (18%). There are currently 558,478 customers participating as store members, and rewards have been redeemed a remarkable 156,765 times, both through in-store codes and home delivery. This reflects that MyCustomer | CRM is not just a tool for driving sales but also effectively fosters long-term relationships between brands and customers.

Two standout features: Easily segment customers and build targeted relationships

MyCustomer | CRM is not just a membership system for accumulating points; it also offers numerous features that help SMEs manage customer data more effectively to develop marketing strategies. One such feature is the “tag” function, which allows stores to automatically categorize and group customers based on the information they provide in the membership application form. This is not limited to basic questions like name, surname, date of birth, and phone number; stores can also create additional questions to tag customers based on other criteria such as address, behavior, interests, etc. This capability enables businesses to plan more effectively and create campaigns that meet customer needs with greater precision, such as using customer address data to strategize new branch openings.

From user experiences, it has been found that the three most popular tagging criteria among stores are: (1) frequency of service usage to categorize customers as new, regular, or VIP; (2) specific interests in products and services, such as facial treatments, body treatments, or laser treatments; and (3) how customers learned about the store, whether through social media, offline media, or in-store visits. This helps operators plan targeted marketing campaigns more effectively.

Another exciting feature recently launched is the “Special Event” function, which allows stores to offer exclusive benefits during special occasions tailored to different target groups. This addresses the current consumer behavior of seeking special privileges from stores during significant times or festivals, such as birthdays, membership anniversaries, New Year, Valentine's Day, and Chinese New Year. Stores can configure these special privileges to appear differently on each customer's membership page, allowing customers to instantly redeem rewards or privileges, enhancing satisfaction and creating memorable experiences during important times. Regardless of the festival, stores can creatively offer exclusive benefits to specific individuals or groups, building targeted relationships.

In 2025, MyCustomer | CRM plans to enhance data utilization capabilities by developing message broadcasting on LINE OA that directly utilizes data from this system. This includes broadcasting messages to all members, specific tagged groups, and target groups selected from the ‘Special Event’ feature. Thus, MyCustomer | CRM will not only serve as an excellent Loyalty Program management tool but also help collect customer data that stores can leverage for comprehensive communication and marketing campaign planning on LINE OA.

Three standout businesses using MyCustomer | CRM to understand customers and drive growth

Currently, various businesses are successfully using MyCustomer | CRM, achieving both sales growth and positive customer impressions of their brands by leveraging customer data to plan marketing and execute strategies effectively. This allows any type of business to build sustainable relationships with customers, leading to satisfactory outcomes through MyCustomer | CRM.

Mia Shabu Buffet - Tripling the frequency of repeat customers

Mia Shabu Buffet, a buffet restaurant with five branches in provinces like Loei, Chanthaburi, and Phetchabun, has chosen MyCustomer | CRM as its primary tool for managing its customer base and building long-term relationships. They focus on tagging customers based on province or branch, allowing them to design campaigns and promotions specific to each location. Given that customers prefer chatting with the restaurant via LINE OA, the restaurant can communicate and send special privileges through the membership system created by MyCustomer | CRM. By linking everything with LINE OA, communication and relationship-building with customers become seamless and convenient for both the store and customers.

After using MyCustomer | CRM, the restaurant found that customers highly value the point accumulation system, increasing their visits from once a month to 2-3 times a month, or three times more than before. They also redeem privileges up to 200-300 times per month. One key strategy for the restaurant is adjusting the point accumulation value to suit their customer base; instead of the standard 100 baht = 1 point, they set it at 25 baht = 1 point, attracting customers more effectively. During special occasions like Mother's Day, they also offer a double points promotion, leading to a 2-fold increase in daily sales. Additionally, selecting rewards that align with customer interests significantly impacts the success of the CRM program, as the restaurant opts to give away large prizes like washing machines or gold rather than discount coupons that customers may not find appealing. This approach has allowed them to increase membership by up to 1 in 3 of all followers on LINE OA, marking a significant success.

i LAUNDRY – Campaign planning accuracy improved by 50%, doubling regular customers

i LAUNDRY, a comprehensive laundry franchise with 11 branches across Phuket, targets working-age individuals. The business's strength lies in providing full-service laundry, from washing and drying to folding. Given the competitive nature of the laundry business, which often revolves around location, parking, and service quality, the use of CRM systems has become widespread. i LAUNDRY chose MyCustomer | CRM for its user-friendliness and security, as the QR Code generated by MyCustomer | CRM is a one-time code for each transaction, reducing the risk of customers scanning points multiple times. Additionally, the point distribution system is convenient and easy to use, ensuring continuous point accumulation without customers worrying about losing or expiring loyalty cards, as was common in the past. Importantly, MyCustomer | CRM also enables the store to build a customer database, easily identify customers, and analyze data to develop marketing campaigns and design appealing rewards, increasing campaign accuracy by up to 50%. Furthermore, the number of friends on LINE OA from membership registrations has doubled.

Vana Nava – Sales growth driven by appealing promotions, reducing blocking rates by 2.5 times

Vana Nava, a famous water park in Hua Hin, emphasizes maintaining existing customer bases while attracting new ones. They use MyCustomer | CRM as a primary tool for customer retention, focusing on data collection and analysis to continuously enhance customer satisfaction and experience. The brand utilizes MyShop to improve sales channels with LINE SHOPPING, allowing member customers to automatically receive coupons, promotions, and accumulate points from MyCustomer | CRM. Additionally, MyCustomer | CRM helps the brand understand its customers better through the information they provide in the membership application, such as popular travel destinations, travel frequency, and interests in domestic and international travel. This leads to the ability to segment customers and design sales packages or marketing campaigns that meet customer needs, such as the Annual Park package for customers who visit more than twice a year, or promotions for budget-conscious customers under 1,000 baht. They can also broadcast messages to different customer groups based on the collected data, such as family travelers, friends, senior members, Thai customers, and foreign tourists.

In addition to improved sales results through targeted promotions, sales via LINE are 10 times higher than through other channels like websites. The brand has also received impressive feedback from both Thai and foreign member customers. Moreover, using MyCustomer | CRM has significantly reduced the blocking rate on LINE OA for the brand, as customers receive immediate points upon membership registration, making them reluctant to lose out on benefits, thus reducing the blocking rate by 2.5 times.

In today's business landscape, building long-term relationships with customers has become crucial for success. MyCustomer | CRM can serve as a tool to maintain customer bases, foster loyalty, and increase sales while expanding capabilities by linking customer data with LINE OA for diverse and comprehensive future messaging broadcasts. This supports operators in expanding marketing opportunities without limits, focusing on creating effective connections between businesses and customers, and advancing towards tight, meaningful, and sustainable relationship management.

Entrepreneurs interested in differentiating their business with MyCustomer | CRM can start activating it today with a free 30-day trial. For more details and to activate MyCustomer | CRM, visit https://lin.ee/HIfAPVK/wcvn. Special offer! For users of the LINE OA Pro package, you can start using MyCustomer | CRM for free immediately!