Customer Relationship Management and Consumer Responsibility

Customer Relationship Management and Consumer Responsibility

Modernform adheres to a customer-centric strategic approach, committed to delivering quality products and services at appropriate prices to create excellent and safe experiences, alongside transparent and socially responsible communications (GRI 417-1). This commitment not only builds brand affinity but also serves as a key mechanism for effectively managing reputational risks and product responsibility.

Responsibility to Customers and Consumers

Background and Significance

Modernform Group Public Company Limited is committed to offering quality products and services at appropriate prices to customers, creating satisfaction and a positive experience, as well as building confidence among consumers as a quality furniture manufacturer and distributor operating under good governance principles, with consideration for stakeholders, and a commitment to social and environmental responsibility, developing towards sustainability.

Business Operational Guidelines

The Company places importance on responsible marketing communications to consumers by establishing policies as a Company requirement applicable across all units, consistent with the Business Code of Conduct, and defining marketing communication guidelines and activities that prioritize responsibility to customers and consumers first.

Principles

• Honesty and Transparency: All information presented in marketing materials must be accurate and truthful without distortion. Pricing and promotional announcements must be clear with no hidden fees.
• Safety: The business will not advertise unsafe furniture and will clearly communicate safety information about furniture products to customers.
• Respect: The business will not use language or imagery that violates or discriminates against any individual.
• Sustainability: The business will communicate its commitment to environmental responsibility and sustainability, including furniture manufactured from sustainable materials.

Marketing Communication Practices

1. Product Information Communication through Product Labels

• The Company communicates factual information to consumers through product labeling, displaying necessary details in accordance with the announcement of the Consumer Protection Board on labeling regarding the characteristics of controlled product labels B.E. 2541 (1998).
• The Company emphasizes providing clear and complete product information, including the product name, product dimensions, production materials, production date, country of manufacture, and the ability to access additional product information on the Company's website by scanning a QR code, in order to build consumer confidence.
• The Company produces warranty information labels along with product user manuals, enabling customers to scan the QR code to read details independently.
• The Company produces product warranty stickers for products manufactured at Modernform's factory, which include the standard production and warranty process, affixed to every product item to provide product details, purchase order numbers, and warranty period specifications for subsequent claims or repair services.

2. Communication of Company and Product Information throughout the Value Chain

• The Company has established a Product Development Center (Product Design Center) responsible for designing, creating, and adapting products to suit various consumer groups and usage patterns, taking into account customer and consumer needs, safety, and environmental impacts.
• The Company continuously develops and innovates new products to meet the evolving needs of today's customers across various lifestyles, in order to develop products that respond to and align with the diverse needs of each customer group.
• The Company prioritizes product quality and standards above all, focusing on the use of quality raw materials, standardized production processes, and professional installation teams, to ensure that customers receive quality products and achieve maximum satisfaction at appropriate prices.
• The Company established the Modernform Testing Lab for product quality testing to build usage confidence and customer trust, having received ISO/IEC 17025 certification for the International Laboratory Management System standard.
• The Company adheres to fair marketing, with a policy of ensuring that customers receive accurate, non-distorted, non-ambiguous, or non-exaggerated information about the Company's products, so that customers have sufficient and accurate information for decision-making.
• Advertisements must clearly display the Company's name and logo.
• Advertisements must clearly state the price of furniture, including delivery and assembly fees.
• Advertisements must include warranty information.
• Advertisements must not use exaggerated language or misleading claims.
• The Company considers customer safety and is committed to ensuring that customers receive products of quality and safety that meet international standards and safety regulations, as well as legal requirements.
• The Company provides after-sales service to care for customers as follows:
• Products include detailed usage instructions for maximum consumer benefit.
• Products have established return or recall policies in cases of product defects as a practice guideline.
• Feedback channels are provided for sales staff and customers through various channels including the Company's website, Call Center, and Social Media on a regular basis, to collect recommendations for product and service development and improvement.
• Product information communication channels to consumers through various channels are available, including the Company's website, Call Center, Social Media, and through various marketing activities.

3. Direct Marketing Communications within Product Showrooms

• The Company focuses on communicating product information, knowledge, consultation, and recommendations regarding products and various materials to ensure customers receive products that meet their needs, through showroom sales staff and showroom decoration.
• The Company uses communication strategies to inspire customers, who can adapt these for daily life use, not focusing solely on sales-oriented communication.
• The Company communicates through real-experience creation by providing Co-working Space areas that are open to the public for employees and customers to use free of charge.
• Sales staff must provide accurate and truthful information to customers about furniture, answering customer questions directly and promptly.

4. Online Channel Marketing Communications

• Website
• The Company's website provides accurate and truthful information about furniture specifications, such as materials, dimensions, and available colors.
• The Company's website provides clear contact information to enable customers to easily contact the Company, including location details for each branch, business hours, and contact numbers.
• The Company's website provides information on warranty conditions and product usage information to provide guidance for correct use.
• The Company's website must have a clear privacy policy, explaining how the Company will collect, use, and disclose customers' personal data.
• Social Media
• The Company uses social media to communicate with customers, answer questions, and receive feedback.
• The Company communicates in an educational manner, creating content related to the benefits consumers will receive from the products.
• The Company does not post content that is offensive, discriminatory, or misleading.
• The Company monitors and responds to customer messages and comments promptly.

5. Event-Based Marketing Communications

• The Company organizes various activities to strengthen relationships between customers and partners sustainably across various formats.
• The Company organizes marketing activities that emphasize creative extension, such as organizing activities with artists from various disciplines, to extend, support, and promote Thai artists.
• The Company focuses on marketing communications by communicating its achievements, such as various awards, to build the brand as a creative product brand and stimulate product development in the sustainable product category.
• The Company organizes marketing activities for social and environmental benefits, collaborating with Partners in jointly developing products from waste materials, extending value and creating new value for products in new formats to create concrete and tangible Circular Living.

6. Customer Relations Strategy Marketing Communications

• The Company provides a Customer Relations Management system for communicating with customers and efficiently handling product quality complaints, to respond to customer needs promptly.
• The Company will maintain customer information in confidence and will not use such information for improper purposes. 

Performance Monitoring and Quality Improvement

              The Company will regularly monitor this policy and improve it as necessary. All relevant employees will receive training on this policy and must strictly adhere to it.

Responsible Marketing Communication Policy towards Consumers

Modernform Group Public Company Limited is committed to presenting products and conducting marketing communications with responsibility to consumers, as the brand's marketing communications are an important part of creating product awareness, providing complete information, accurate and transparent knowledge, and sincere marketing to consumers, as well as education that helps consumers improve their quality of life, in accordance with the announcement of the Consumer Protection Board on labeling regarding the characteristics of controlled product labels B.E. 2541 (1998).

1. Product Dimension
   • Product Labels

The Company is committed to providing complete and transparent product information to build consumer trust and confidence. The Company's product labels clearly specify important details, covering the product name, dimensions, production materials, production date, and country of manufacture.

In addition, the labels feature a QR code that customers can scan to independently access additional product information through the Company's website, facilitating convenience and true transparency in product information communication to consumers.

In addition to product labels, the Company also produces Warranty Information and User Manual Labels together, to enable customers to conveniently access necessary information by scanning the QR code on the label to read additional details or view warranty information through the Company's website at www.modernform.co.th/customer-care/warranty

• Product Warranty Stickers

For products manufactured at the Company's factory, the production process and quality warranty are established in accordance with Modernform's standards. Every product item is affixed with a Product Warranty Sticker to specify important information, including: product details, purchase order number, and warranty period.

The purpose of this sticker is to enable customers to conveniently verify product information and use it as a reference for filing warranty claims or requesting maintenance services after use, thereby reinforcing confidence in product quality and the Company's after-sales service standards.

2. Online Channel Marketing Communications

• The Company conducts marketing communications through online channels in an educational manner for consumers, focusing on presenting content that provides information about product benefits and correct usage guidelines, to enable customers to use products effectively and safely.

Such communications not only help increase understanding of product value, but also strengthen the relationship between the brand and consumers through transparent, useful, and practically applicable information in daily life.

3. Customer Interaction-Oriented Communication

• The Company places importance on customer interaction-oriented communication, focusing on making online communication channels an open space for exchanging opinions and experiences between the Company and customers, to continuously foster mutual understanding.

Such an approach enables the Company to directly receive customer opinions, needs, and suggestions, while providing opportunities for two-way communication that builds good relationships and long-term trust in the brand.

4. Lifestyle Inspiration Campaign Communication

• The Company focuses on creative brand communication to convey lifestyle and home decoration inspiration to consumers. Such campaigns are part of 'Inspiration-based Communication' aimed at encouraging consumers to see examples of diverse decoration styles, encompassing lifestyle and needs across different age groups, to help customers understand design approaches and be able to apply them in their own homes.

Furthermore, the campaigns help reinforce the Company's brand image as a furniture brand that 'understands the real life of users,' conveying sustainable design concepts and inspiring consumers to see the value of living spaces in a deeper dimension — encompassing aesthetics, functionality, and daily happiness.

5. Design Award Product Exhibition and Communication

• The Company conducted creative marketing communications through a 'Design Award Collection' product exhibition, featuring products that have received design awards from multiple countries around the world, at Bangkok Design Week, to disseminate the concepts and inspiration behind product designs that consider both aesthetics and practical use.

During the event, the Company exhibited products and opened the space for visitors to try them out firsthand, to create a direct experience of product quality and functionality, while providing an opportunity to exchange opinions and ideas with consumers and design enthusiasts directly, reinforcing the brand image as a leader in international-level innovation and design.

Communication and Exhibition of Design Award Products within Product Showrooms

• The Company raises awareness of sustainable consumption through the Design Award Collection product group, which has received international design awards and incorporates Sustainable Design concepts. The products are displayed as a permanent exhibition space within Modernform Showrooms at Srinakarin and Crystal Design Center branches, presenting design concepts and providing an open space for interested parties, students, and designers to try the products and develop a positive attitude towards sustainability-supporting products.

6. Customer Relationship-Building Activities

• The Company places importance on continuously building and maintaining good relationships with customers, organizing activities to connect and create shared experiences with diverse customer groups through various activity formats aligned with the lifestyle and interests of each target group. 

Such activities focus on meeting, conversing, and participating in activities together, to provide opportunities for customers to be closer to the brand, strengthening bonds, trust, and long-term brand loyalty.

7. Designer Relationship-Building Activities

• The Company organizes 'Lunch & Share' activities to build relationships and strengthen engagement with designer customer groups. The sales team invites designer customers to meet and dine together in a friendly atmosphere, while updating information on new product innovations and design approaches that address current usage needs.

These activities provide opportunities for the exchange of opinions and experiences between the Company and designer customers to build deeper understanding of customer needs, strengthen good relationships, and continue developing products that respond to the market effectively.

8. Educational Institution Knowledge Sharing

• The Company has a policy of supporting Thai education by collaborating with leading educational institutions in both public and private sectors, providing opportunities for students to visit and study real work processes from design concepts through to production steps, to build hands-on experience and extend knowledge for future careers.

9. Communication of Company Policies to Consumers

• The Company recognizes the importance of protecting customers' personal data and business data in all operational processes, and has developed and improved its information security management system in alignment with the international standard ISO/IEC 27001:2022, certified by the British Standards Institution (BSI), to confirm its commitment to systematically and transparently protecting customer data.

The Company has continuously communicated data security policies to stakeholders and consumers.

Furthermore, the Company has established a customer data management system based on the Confidentiality, Integrity, and Availability (CIA Principle), with data access control measures, encryption of critical data, and periodic security audits to prevent data leakage or unauthorized access.

The communication of this policy aims to build trust and transparency between the Company and consumers, assuring all customers that personal data and service usage information will be stored and processed securely under international standards and fair and responsible governance guidelines.

10. Social Marketing Communications

• The Company places importance on marketing activities and communications focused on sustainable social support, whether through donations, reforestation, or community development cooperation. These activities also unite the Company's employees to collectively build a livable and sustainably growing society together.

11. Communication of Sustainability Participation

• The Company places importance on communicating and raising awareness of 'Sustainable Development' among all stakeholder groups — employees, customers, suppliers, and society — through proactive operations and transparent information dissemination, to promote shared understanding of socially and environmentally responsible business practices. 

Elevating Product Sustainability Data and Material Chain Information

Project Overview

The Company recognizes the importance of delivering accurate, precise, and traceable (Traceability) information regarding the sustainability attributes of products, particularly in the office chair product category, which is a segment that corporate customers place high importance on in terms of Sustainability Material Attributes and international Sustainability Standards.

To elevate customer confidence, the Company has implemented a project to systematically collect and compile Material Recycle Content data and international Sustainability Certificates for the office chair product group. This data will be used for:

• Communicating product information through the Company's various channels.
• Presenting data to support the sales team in technical sales work.
• Addressing customer requirements relating to ESG, Carbon Footprint, and Sustainable Procurement.

This project is an integral part of driving the sustainability strategy aimed at responsible product information communication to consumers in accordance with international standards.

Policy and Goals

Policy

The Company is committed to conducting business based on the principles of accurate disclosure, providing correct, complete, and verifiable information regarding product sustainability to enable customers and users to make informed decisions under the following core policies:

• Disclose material composition and sources clearly, particularly the proportion of recycled content in products.
• Comply with international sustainability standards, such as GreenGuard, BIFMA LEVEL, FSC, and ISO 14001 of the manufacturers, etc.
• Promote consumer responsibility through clear information that does not cause misunderstanding.
• Elevate product information standards for the entire Office Furniture group in the long term.

Goals

• 2025: Target the collection of Material Recycle Content and Sustainability Certificates data for at least 50% of the office chair product group.
• 2026: Collect data for 100% of the office chair product group.
• Develop a central database (Sustainability Product Database) for internal organizational use.
• Utilize data for communication on Website / Catalog / QR Product Info / Sales Kit by 2026.

Operational Guidelines

The Company has established the following project operational guidelines:

1. Data Collection and Verification from Manufacturers

• Send standard forms to request Material Composition, Recycle Content, and Sustainability Certifications data.
• Verify documents and certificates from manufacturers, such as:
  • Recycle Material Declaration
  • Green Certification & Product Certificates
  • ESG-related production standard details

2. Data Processing and Formatting

• Enter data into the database system.
• Verify data accuracy with the Engineering and Product departments.
• Establish standard document formats, such as Spec Sheet – Sustainability Version.

3. Transparent Data Communication

• Develop communication materials, such as:
  • Sustainability Product Label
  • Sustainability Tag on the website
  • QR Code for product environmental information
• Transfer data to the Sales and Design teams for use in presentations to corporate customers.

4. Develop Selling Tools to Support Sales

• Produce Supporting materials, such as:
  • Sustainability Catalog
  • Slides for presenting product sustainability information
  • Quotation templates with Recycle Content information

Performance Results: In 2025, the Company implemented the project as planned and achieved the following key results:

Data Collection Progress

• Collected data on recycled material proportions and environmental certifications for 60% of products in the office chair category.
• Coverage includes both imported brands and domestically produced brands in the office chair product group.
• Found that multiple models have recycled material proportions ranging from 15–60%, across chair frames, plastic, fabric, and foam.

Practical Application of Data

• Began using the data to support sales for corporate customers with ESG / Green Procurement criteria.
• Added sustainability information to product presentation documents for the Sales & Design teams.
• Prepared materials for public communication, such as Website, QR Code, and Product Tags.
• Enhanced brand credibility in the B2B market, particularly for office customer groups, educational institutions, and projects with greenhouse gas emission reduction targets.

Achievements

• Elevated the quality of product information disclosure that is beneficial and transparent to consumers.
• Created competitive advantages and addressed the sustainability market trend.
• Laid the foundation towards the goal of completing 100% data collection for the office chair group in 2026.

Customer Satisfaction Survey Improvement

The Company places importance on continuously listening to the voice of customers to develop product and service quality in line with consumer needs. In 2025, the Company revised and improved the customer satisfaction survey questionnaire to be clearer and more focused in terms of content, questions, and response formats, to better reflect customer perspectives and to use the data obtained to improve services across all departments more effectively. The results of the improved survey process enable the Company to analyze customer suggestions and extend them into enhanced service experience improvement, generating long-term satisfaction and leading to repeat purchases and the building of sustainable brand loyalty.

The Company will continue to develop assessment and customer feedback processes on a regular basis, using this as important data for improving products and services to meet customer needs across all dimensions, and to strengthen trust between customers and the brand in the long term.

Performance Results

In 2025, the Company placed importance on elevating customer satisfaction management continuously. The Company revised the customer satisfaction survey questionnaire to be more comprehensive and focused, to more effectively reflect the quality of service in each process.

The Company conducts customer satisfaction surveys every time a service is received through the Call Center. In this year, a total of 7,998 customers participated in the survey, to use customer feedback for targeted service improvement. Survey results found that customers' overall satisfaction level was high. The results reflect the Company's service efficiency and commitment to continuously improving service quality to meet customer needs, in order to strengthen trust, satisfaction, and good relationships with customers in the long term.

Customer Satisfaction Summary Table

Note: In 2025, the Company consolidated production facilities at Bang Phli, which may have affected delivery timelines during certain periods. The Company has used this information to adjust the logistics plan to maintain the "Excellent" standard (>90%) continuously.

Customer Relationship Management and Promotional Activities

Modernform uses a Customer Relationship Management (CRM) system and Loyalty Program as key mechanisms for managing customer expectations and creating positive experiences for customers (GRI 2-29, 418-1).

Customer Interaction and Engagement Activities in 2025

The Company focuses on continuously building good relationships with customers through various activities aligned with the lifestyle of each target group, to build lasting bonds and trust.

• General Customers and Members (B2C & Modern Club)
• Modern Club Lifestyle: Exclusive privileges through the '5 Specialty Coffee' campaign in partnership with leading coffee shops, and the 'Disney Cruise Top Spender' campaign to create special experiences and reward valued customers.
• Corporate Customer Groups and Professional Networks
• 'Lunch & Share' Activities: The Company places importance on building networks with architect and designer groups. The sales team organized casual meet-and-dine activities to facilitate the exchange of opinions and experiences, while updating information on new product innovations and design approaches that address current needs. These activities enable the Company to gain deeper understanding of customer needs and to extend product development continuously.
• Run With Heart #2 Activity: In collaboration with the TIDA Association and 32 leading design firms, organized a cumulative distance running activity for health and fundraising of 100,000 Baht donated to the Thai Red Cross Society, connecting lifestyle with social responsibility.

Performance Summary

To ensure operational efficiency and maintain trust from stakeholders, Modernform has established Key Performance Indicators (KPIs) covering product quality, safety, and data protection, with the following 2025 performance results:

Customer and Product Performance Summary Table for 2025