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Siam Cement Group Meets Changing Customer Demands with Omni-channel Contact Center Technology from Avaya

SINGAPORE, 2016 – Siam Cement Group (SCG), the largest cement company in Thailand and Southeast Asia, has expanded its contact center capabilities with Avaya’s customer engagement solutions. SCG has implemented Avaya Aura® Call Center Elite Multichannel, Avaya Aura® Experience Portal and Avaya Call Management System solutions to deliver the first fully integrated data service and consulting center of its kind in Thailand.

SCG, which has more than 100 years of expertise in the building materials business, handles more than 64,000 product items numerous customers spread across the region. Supporting 7,000 users and 120 agents, the new contact center solution will provide SCG customers with a seamless, omni-channel experience across its online and offline channels. These include consultations via email, video streaming, mobile applications and text messages. The new contact center has already received external recognition, being awarded the Thailand Call Center Award by the Office of Consumer Protection.

Nithi Patarachoke, Vice President – Domestic Market, SCG Cement-Building Materials Co., Ltd said: "With a vision to become a truly customer-centric organization, SCG is committed to developing innovative products, services and solutions that meet the lifestyle of its customers. We aim to become a one-stop provider for our customers and we want to ensure our customers continue to enjoy a high quality of products and services. Avaya has enabled us to deliver the superior customer experience that helps build lasting relationships with our customers. From understanding customer needs at the pre-purchase stage to delivering a great experience when they engage with us along their purchasing journey, and providing exceptional after-sales customer service, Avaya allows us to respond proactively at every step of the customer engagement.”

According to a global research report commissioned by BT and Avaya, 82% of consumers today say it should be easy to contact organizations by all channels. The Avaya contact center solutions helps SCG fast track its digital transformation, leveraging Big Data and analytics to offer the best experience to its customers, while innovating new products and services to meet customers’ changing demands. For instance, by analyzing the purchasing habits of customers and past customer interaction experiences, SCG was able to reduce the amount of time it takes to deliver product information and shorten overall waiting time for their customers. This has in turn increased the overall sales of goods and services for SCG.

The new system also provides Content Management System (CMS), an advanced system for storing and managing data effectively. With faster speed of information processing, SCG was able to optimize the efficiency and mobility of SCG employees.

“Asia is experiencing growth at a rapid rate, spelling opportunities for many players in the construction value chain. To capitalize on these opportunities, companies such as Siam Cement Group must be able to conduct their business in a much more responsive and efficient manner, responding to customers whenever and wherever they need to and delivering much shorter turnaround times. Avaya is committed to working with SCG to build the communications capabilities that their customers come to expect of a leading regional partner. With digitization, SCG also has the opportunity to leverage data intelligence to further uplevel customer engagement and in turn build customer loyalty, despite stiff competition from emerging markets around the region. We are proud to be the enabler that keeps SCG connected and relevant to the market,” said Bundhit Vongbuntoon, Country Director of Thailand, Avaya.


About SCG
SCG is a leading ASEAN business conglomerate with regional focus, and established commitments towards business conducts that are in line with good corporate governance and sustainable development principles. Established in 1913, following the royal decree of His Majesty King Rama VI, cement products from SCG were the essential materials for the construction of Thailand's infrastructure projects during that period, which have contributed greatly towards the country's modernization. Since its inception, SCG has grown continuously and has earned widespread recognition as a role model for other businesses, both locally and internationally.

About Avaya
Avaya enables the mission critical, real-time communication applications of the world’s most important operations. As the global leader in delivering superior communications experiences, Avaya provides the most complete portfolio of software and services for contact center and unified communications with integrated, secure networking— offered on premises, in the cloud, or a hybrid. Today’s digital world requires some form of communications enablement, and no other company is better positioned to do this than Avaya. For more information, please visit

About Avaya

Businesses are built by the experiences they provide, and every day, millions of those experiences are delivered by Avaya. Organizations trust Avaya to provide innovative solutions for some of their most important ​ambitions and ​challenges,​ ​giving them the freedom to engage their customers and employees in ways that deliver the greatest business benefits. Avaya contact center and communications solutions power immersive, personalized, and unforgettable customer experiences that drive business momentum. With the freedom to choose their journey, there’s no limit to the experiences Avaya customers can create. Learn more at

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