The Business Mind Ep.29 l Localization & CRM : Rethinking Customer Engagement in Thailand
The Business Mind
In this episode of The Business Mind, I explore the intricacies of customer engagement in Thailand, focusing on the importance of localization and CRM adaptation. Standard global CRM strategies often fail in Thailand due to cultural nuances and digital habits. I discuss why traditional email campaigns fall short, with open rates below 15%, while the messaging app LINE dominates with over 95% smartphone penetration. By leveraging platforms like HubSpot, businesses can create localized workflows that resonate with Thai consumers, incorporating cultural cues, language preferences, and behavioral triggers. I share compelling case studies, including a Korean skincare brand and a Japanese retail chain, that successfully adapted their CRM strategies to thrive in the Thai market. This episode underscores the need for businesses to listen to local behaviors, respect cultural nuances, and use technology to build authentic relationships, turning data into lasting loyalty.
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