In a rapidly evolving real estate landscape where competition over location, design, and price has reached saturation, after-sales service has emerged as a key differentiator for homebuyers. Brands are now emphasizing customer service as a compelling reason to choose their properties. However, the challenge lies in effectively communicating the value of these services to potential buyers who have yet to experience them. This article delves into the marketing strategy of Sansiri, a leading real estate developer in Thailand, which utilizes moral dramas to convey the experience of after-sales service and the transition into homeownership.
Sansiri's approach may initially appear to be standard entertainment content, but it is underpinned by a sophisticated storytelling strategy. By tapping into consumer insights from modern buyers, they have blended four core strengths of Sansiri Service into their narrative. This strategy, termed "LIFE-LONG PROMISE," aims to build brand loyalty without excessive promotion, focusing on genuine customer experience.
To understand why Sansiri's service resonates with consumers, it's essential to explore these four strengths. Firstly, the company emphasizes personalized customer care, ensuring that every homeowner feels valued and supported throughout their journey. Secondly, they provide comprehensive maintenance services, which alleviate concerns about property upkeep. Thirdly, Sansiri offers community-building initiatives, fostering a sense of belonging among residents. Lastly, the brand invests in technology to enhance the homeownership experience, making it easier for residents to access services and information.
In the broader context of Thai businesses, small and medium enterprises (SMEs) are facing significant challenges in today's fast-paced market. According to a report by Salesforce, SMEs represent 99.5% of all establishments in Thailand and contribute 35.2% to the country's GDP. However, many SMEs struggle with competition, unpredictable consumer behavior, and the rapid advancement of technology. Amidst these challenges, there is a golden opportunity for Thai SMEs to leverage artificial intelligence (AI) to enhance their operations and customer engagement.
Salesforce's findings indicate that 70% of Thai SMEs have already started using or are testing AI technologies. This growing adoption reflects a positive outlook, with 84% of SMEs expressing interest in seeing tangible business use cases for AI. The report highlights that AI can serve various purposes, such as improving marketing campaigns through customer data analysis, automating customer service, and providing personalized product recommendations.
However, despite the benefits, there are notable challenges in implementing AI. A significant 52% of SMEs worry about falling behind in technology adoption, and 72% find it difficult to adapt to rapid technological changes. Additionally, 21% lack the time to learn and implement AI solutions, which is understandable given the resource constraints faced by many SMEs.
Salesforce aims to assist Thai SMEs in overcoming these challenges by offering AI-driven customer relationship management (CRM) solutions. Their tools, such as Agentforce, enable SMEs to streamline operations, enhance customer understanding, and improve overall efficiency. By automating repetitive tasks, businesses can focus on more critical areas, ultimately driving revenue growth.
In another sector, Samsung is also capitalizing on the AI trend, particularly in the home appliance market. The company recently launched the Side-by-Side Bespoke AI refrigerator, priced at 73,990 baht, which features a 9-inch AI Home Display. This refrigerator not only offers traditional cooling functions but also integrates advanced AI capabilities that assist users in meal planning and managing their groceries. The growth of the Side-by-Side refrigerator market in Thailand, which saw an 18% increase overall and a 27% rise specifically in Side-by-Side models, underscores the demand for innovative home appliances.
Samsung’s new refrigerator allows users to view recipes, manage ingredients, and even connect with other smart devices in their homes through the SmartThings platform. This seamless integration of technology into daily life reflects a broader trend where consumers seek appliances that not only serve basic functions but also enhance their lifestyle.
On a different front, the job market in Thailand is also witnessing significant changes, especially concerning the aging workforce. As the country approaches a "Super Aged Society" by 2030, with over 25% of the population aged 65 and older, platforms like Jobsdb by SEEK are focusing on empowering the "Silver Age" demographic. This group, comprising over 13 million people or about 20% of the workforce, is increasingly interested in re-entering the job market, motivated by the desire for financial stability and the opportunity to share their valuable experiences with younger generations.
Jobsdb emphasizes the importance of AI skills for this demographic, noting that over 50% of employers are hesitant to hire candidates without a foundational understanding of AI. As a result, the platform has identified seven promising career paths for the Silver Age group, including tutoring, customer service, translation, and online sales. These roles are designed to leverage existing skills while integrating digital tools to enhance job performance.
Moreover, the concept of "Fair Hiring" is gaining traction, advocating for inclusive hiring practices that transcend age, gender, and background biases. This initiative is crucial for ensuring that the aging workforce is not overlooked in favor of younger candidates, as diverse teams can contribute significantly to organizational success.
In summary, the landscape for businesses and job seekers in Thailand is evolving rapidly, driven by technological advancements and demographic shifts. Companies like Sansiri and Samsung are leading the charge in integrating AI into their customer experiences, while platforms like Jobsdb are working to ensure that all age groups are represented in the workforce. As these trends continue to unfold, the potential for growth and innovation in Thailand's economy remains promising, provided that businesses and individuals alike are willing to adapt and embrace change.
