PTT OR Transforms Customer Experience with AI-Driven Digital Shift
PTT Oil and Retail Business (OR) is transforming the way it serves its 3.9 million daily customers in Thailand. The company, which offers coffee, fuel, and EV charging services, is focusing on organizational change and technological infrastructure to ensure successful digital transformations. OR's 'Empowering All toward Inclusive Growth' vision reflects a shift from selling products to curating experiences and having empathetic conversations.
OR's digital transformation is built on six interconnected pillars. These include understanding the Digital Consumer Landscape, enhancing Intelligent Site and Outlet operations, and expanding Digital Channels. The company's 'data-first strategy' involves reimagining traditional energy companies to compete with tech giants like Amazon and TikTok.
OR's recent achievements include relaunching its blueplus+ app with AI-generated storytelling and personalized brand mascots. This innovation gained over 3 million video views within three days. Behind the scenes, OR uses AI to track customer preferences, predict behavior, and personalize experiences in real-time. The company behind this shift to AI-driven customer engagement in the energy sector is Gemini, which supports energy companies by integrating large language models and AI chat solutions tailored to their data and industry needs.
OR's transformation reveals that future success in traditional industries lies in reimagining customer relationships from the ground up. The company has positioned itself as Southeast Asia's benchmark for AI-driven transformation in traditional industries, creating a competitive advantage. OR measures transformation success using Net Promoter Score (NPS) and business impact metrics like average basket size and purchase frequency.
