Development of the Quality of Products and Services

Significance and Management Approaches

In implementing the main strategy, the Company still adheres to the principle of quality products, services, and personnel. The Company is aware of operation under various risks and works toward sustainable development, together with product and service development to access a variety of needs and respond to customers to attain their highest satisfaction. In addition, the Company values customers' personal data protection. Hence, the policy and guidelines are established as follows:

  • Product design practices that focus on the quality of life
  • Guidelines for R&D of innovation and technology for goods and services
  • Personal data protection policy
    • Personal data protection guidelines
    • Guidelines/measures for maintaining personal data security
    • Guidelines for the Use of Customers’ Personal Data in Marketing and Advertisement.

Product Design Practices with a Focus on the Quality of Life

The Company is committed to ensuring that the design, development, and control of the quality of products and services are of high standards, along with providing after-sales services that can deliver a tangible quality of life value. To forge customers’ confidence and achieve maximum satisfaction, the Company establishes guidelines for developing products and services with a focus on the quality of life as follows:

  1. Conduct research on consumer behavior, recognize and understand the needs and expectations of consumers, as well as how they and their family members spend their daily life, to determine guidelines for product design consistent with their lifestyles.
  2. Procure quality raw materials from suppliers who conduct business responsibly toward society and the environment by prescribing a code of conduct for suppliers covering economic, social, and environmental aspects.
  3. Design products and manage product inspection at material production sites before mass production according to the concept of convenience, security, and safety, with procedures for operation inspection to achieve maximum efficiency and deliver the best products to customers.
  4. Arrange for product improvement to always be appropriate for the time, including all environmental conditions that support product quality and safety.
  5. Build complete products before selling (comfortable house completed before sold), including the availability of common areas to support customers' decision-making on purchasing products, reducing the risk of receiving products that do not meet expectations, risks related to production time, and labor costs of the Company.
  6. Carry out product quality control (QC) according to the Company’s standard, implement product warranty, and set up an after-sales service system, including responsibility for product damage after product ownership is transferred to customers.
  7. Establish a department to contact and receive suggestions or comments from customers and set up a Customer Relationship Management (CRM) system and Customer Emotional Management (CEM) system to effectively communicate, respond, and promote relationship with customers. The channels of communication are as follows:
    • Service center – No. 1198 press 2, from 9:00 a.m. - 5:30 p.m.
    • Report repairs online - E-service at www.lh.co.th/service, 24 hours a day
    • Complaint channel regarding houses and condominiums at www.lh.co.th, 24 hours a day
    • Project service offices.

Product Design for Well-Being

With the intention of delivering quality products, the Company designs residences from the information obtained from surveys and research to develop products and services to meet the needs of customers, according to the “Create A Better Living” concept, covering the design of various functions within the home and common areas of every project as follows:

  • Living Space: A good home is where everyone can live together, by designing the space to be connected with the Co-nection Concept, but still maintaining privacy, such as the living room, dining room, and kitchen where everyone can see each other but can still maintain privacy. Meanwhile, the common area must be easily accessible to all family members, proportional, and responsive to daily use.
  • Health & Well-Being: A good home is where everyone has good physical and mental health, by designing the space to bring in nature as a part of living, allowing the residents to return to peace and experience the beauty of nature that is missing from city life, including designing houses to respond to living in a changing world and to have good physical and mental health.
  • Ideal Society: A good home is the initiative to create a better model society, by designing houses and society that can reflect status and meet the needs at each stage of life. With the houses completed and ready to move in, surrounded by idyllic nature, residents can start living a good life from the first day onward. It is a model society for every family.
  • Safe & Sound: A good home is one where there is peace of mind by valuing safety as the top priority, quality, and durability, design with attention to detail, careful selection of materials, and intensive security system 24 hours a day, both inside and outside, to make residents feel at ease and safe.

Guidelines for R&D on Innovation and Technology in Goods and Services

The Company stresses the importance of creating innovation and technology for its products and services to provide customers and those interested in using products and services with comfort and convenience and enjoy a better life, according to the intention and commitment of the Company. Hence, the Company establishes guidelines for providing innovation and technology in products and services as follows:

  1. Understand the context of the real estate industry in terms of the behavior and needs of consumers, social change, and technological advancement, including information on needs, expectations, and concerns obtained from the customer relationship management process.
  2. Analyze operational processes in the value chain to summarize gaps in development when compared with the context of this industry.
  3. Create a prototype for the development of products and services using technology to increase efficiency in terms of time and costs.
  4. Carry out testing of the products and services to summarize the result of usage and make improvements (if any).
  5. Develop real products and services along with training and knowledge-sharing to create an understanding of usage for employees in applicable departments to ensure that they can communicate responsibly with customers and outsiders according to the marketing objective.
  6. Follow up and inspect products and services regularly through the customer relationship management process and collect data for continuous development.

Personal Data Protection Guidelines

The Company takes seriously the protection of personal data. Hence, the Company sets a policy to comply with the law and regulations to protect personal data under the Personal Data Protection Act 2019 as follows:

  1. Establish a personal data protection policy to promote and support the protection of such personal data.
  2. Appoint a senior IT manager to be the Company's Data Protection Officer (DPO), along with a personal data protection working group of 12 people from various departments throughout the organization.
  3. Define the roles, duties, and responsibilities of the DPO, with the main duty to manage and supervise employees regarding the Company’s personal data protection in compliance with the personal data protection policy and regulations. The DPO provides decision-making guidelines for personal data protection.
  4. The regulations are to be reviewed and improved once a year or when there are significant changes to comply with relevant and up-to-date laws.
  5. Set penalties for violation and failure to follow the regulations set by the Company. Disciplinary punishment ranges from warning, punishment, suspension, termination, to legal action.

Guidelines/Measures for Maintaining Personal Data Security

The Company commands strict guidelines and measures to maintain the personal data security of customers and respects the privacy of customers. As required by law, the Company undertakes the following actions:

  1. Categorize personal data as confidential information.
  2. Establish organizational measures and technical measures for data management to prevent eavesdropping, tampering, unauthorized access, use, or alteration, such as security information systems and the policy on maintaining customer confidentiality.
  3. Stipulate that employees, staff members, external service providers, suppliers, and outside agencies, or service providers are obliged to maintain the confidentiality of customers' personal data under the confidentiality agreement signed with the Company.
  4. Establish a process to deal with personal data breaches and notify customers if their personal data are breached in accordance with the law.

Guidelines for the Use of Customers’ Personal Data in Marketing and Advertisement

To control personal data, the Company implements the following mechanisms:

  1. The Company organizes training to create understanding and awareness of personal data, along with methods for managing personal data to prevent leakage and unauthorized use.
  2. The Company determines the level of information and data access right of employees. Employees have access only to information relevant to their roles and responsibilities.
  3. The Company may use personal data of customers, technical and usage data, and profile data of customers to analyze and present appropriate products or services to customers and send news and information offering various incentives and promotions. Customers can choose not to receive marketing information through various channels.
  4. Customers can choose not to receive news from the Company by sending an email to DPO@lh.co.th. Nevertheless, such act will not affect products or services provided to customers or any other transaction that customers have with the Company.
  5. Determine the methods for handling complaints. If customers have complaints about personal data violation, they can contact the Company at Q House Lumpini Building, 37th -38th Floors, 1 South Sathorn Road, Thungmahamek Subdistrict, Sathorn District, Bangkok, phone 02-230-8900 or email: DPO@lh.co.th

All complaints will be forwarded to the DPO to investigate and recommend an appropriate resolution or response. Complaints received by the DPO through any channel will be investigated and forwarded to applicable agencies. All complaints will be resolved within a reasonable period unless the DPO needs to extend it.

Sustainable Supply Chain Management