Innovation and Customer Stewardship
Innovation & Customer Stewardship
Challenges, Risks,
and Impacts
The petroleum and petrochemicals industries represent significant economic value but are currently confronted with a multitude of challenges. These include economic downturns leading to decreased consumer purchasing power, volatile energy prices affecting raw material costs, transportation expenses, profit margins, uncertainties in political policies, geopolitical conflicts, advancements in technology and the emergence of low-cost products resulting in market oversupply and price fluctuations. Additionally, critical environmental issues, such as climate change and plastic waste management, pose significant challenges.



Targets
2024: Emphasizing on rolling the creative ideas into practices to create prototype for testing with users or customers, gathering feedback from those, and developing those prototypes into products or services that serve their needs. In this year, the level of corporate innovation was reassessed to consider the changes over the past two years.
2025: Taking the results of a corporate innovation maturity level to develop, improve, and enhance the employee’s capability to elevate the Company’s status of innovation-driven organization to Level 4 (Proficient Level) by 2026 as defined.
2026: Conducting the third assessment of the level of corporate innovation

Level of Innovation
Target 2026
4 (Proficient Level) (out of 5 Level)
level

Maintain Thaioil Group’s customer engagement score
Target 2024
92
Percentage
Management Approach and Performance

Innovation Management
Management Approach
In 2024, Thaioil Group defined Corporate Key Performance Indicators (Corporate KPIs) on the innovation to strengthen the business sustainably. The KPI is broken down into 5 levels. Level 1 is required to have creative ideas and prototype projects totaling 20 projects, while level 2 is required to have such projects totaling 30 projects. Also, Level 3 is required to completely build or produce 30 prototype projects. Meanwhile, Level 4 and 5 must have monetary benefits from the implementation of prototype projects, with the amount of 100 and 200 million THB per year respectively.
Thaioil Group has embedded the organization’s innovation targets across all 35 functions within the Company. The focus is on transforming ideas into prototype projects, testing them with users or customers to gather feedback, and continuously developing them into products or services that meet user needs. The results of 2024 indicate that employees across all 35 departments in Thaioil Group completed a total of 53 prototype projects with overall potential monetary benefit at 233 million THB per year. This demonstrates the successful achievement of the organization’s innovation targets at the highest level as defined.
In 2024, Thaioil Group conducted a reassessment of the level of corporate innovation, following the initial assessment in 2022, to closely monitor the progress of the Company’s development over the past two years. The results of the assessment show a significant improvement, with the score increasing from 56 points (out of 100) in 2022 to 67 points. The Company remains at Level 3 (Challenging Level) out of 5 Levels but is approaching Level 4 (Proficient Level), the long-term target to achieve by 2026, which requires a score of over 70 points.
The 11-point increase in the corporate innovation score over the past two years is a significant achievement for the Company in advancing corporate innovation. Thaioil Group is the only company in the Thai Oil & Gas sector to experience such an increase, reaching the “TOP Quartile” level, with an increase of more than 5 points per year. This achievement is attributed to the dedication of employees at all levels in continuously elevating corporate innovation to be on par with leading companies both in Thailand and internationally.
Innovative Culture
Approach to build internal corporate innovative culture
i-LEAD Project
In response to the Company’s business strategies, Thaioil Group has focused on creating new innovations as a cornerstone to foster sustainable business growth. Hence, the Company places importance on “innovation” by prioritizing and empowering employees to develop creative solutions and invent new ideas and innovations to deliver value-added products and services in the future.
Thaioil Group has systematically promoted the internal innovation culture through the “i-LEAD” behaviors. The behaviors are specified through a screening process by the employee representatives from all levels. The project aims to ensure employees can clearly understand, remember, and embody these behaviors in alignment with the organization’s goals. In 2024, the Company elevated its efforts by encouraging employees to consistently integrate these behaviors into their work routines, fostering a habit of innovation. This initiative supports the company’s journey toward becoming an innovative-driven organization through a variety of activities, as detailed below:
Organized this activity to promote knowledge of innovation through E-learning on the Thaioil Academy platform which is an online learning platform of Thaioil Group. This encourages employees to learn about principles, approaches, and concepts regarding innovation from selected innovation experts to serve as a foundation and inspiration for employees to create innovations.

TOP Class to be Innovative Squad 101 (E-Learning Challenge)
Activities to encourage employees to appreciate i-LEAD behaviors are part of the Spark Joy application initiative under the “Suk Chuen Chom” program. This initiative allows employees at all levels, including executives, supervisors, and colleagues, to express appreciation, recognition, and encouragement when i-LEAD behaviors are demonstrated.

Recognition of i-LEAD Behaviors through the "Suk Chuen Chom" Program
The Enhancement of Innovation Knowledge for Employees

TOP Innovation E-newsletter

TOP BCG Updates

Innovation Talk
Thaioil Innovation Awards 2024

Thaioil Innovation Awards 2024
In 2024, Thai Oil Group continues to prioritize research and development collaboration with the education sector. This year, the company has implemented plans to drive its research and development strategy into practice, focusing on both workforce management and research and development management. These efforts are organized under a structure consisting of six Centers of Excellence, which include:
- Crude Excellence Center
- Catalyst & Adsorbent Excellence Center
- AI/Robotics Solution Provider
- High Value Product/High Value Business
- Polymer & Olefin Derivatives
- Sustainability & New Business
The six Centers of Excellence are dedicated to fostering collaborative research with academic and business partners to develop innovative products that cater to the evolving needs of both existing and potential customers. This is accomplished through a highly efficient cross-functional team approach, ensuring seamless coordination across departments. In 2024, the company initiated 14 research and development projects, with 5 projects successfully completed.
Besides the collaboration with educational and government agencies, Thaioil Group has expanded the partnerships to develop new products with the research and development units of the private sector, such as Inoxella Co., Ltd, which is a company specialized in designing and developing surfactant formulations for personal care products, including the efficacy testing of cleansing formulas to achieve products that provide effective cleaning while being gentle on the skin. These products are dermatologically tested and certified by reputable dermatology institutions to ensure they do not cause skin irritation or allergies.
In addition, in 2024, the research and development projects completed through collaboration with academic institutions and government agencies include:
1. The project to develop a robotic system for cleaning the heat exchanger pipes of oil heaters in the oil refining process was conducted in collaboration with the Vidyasirimedhi Institute of Science and Technology (VISTEC). This innovative robot can clean the pipes by moving along their length without the need for scaffolding, reducing the risk of accidents associated with working at height. Additionally, it helps lower the amount of carbon dioxide emissions generated from burning fuel to heat the oil heater equipment in the production process.
2. The project to develop Rubber Process Oil (RPO) was undertaken in collaboration with Thai Lubes Public Company Limited to address the needs of customers in the automotive parts industry. The project focused on improving the properties of paraffinic oil, including viscosity, acid number, and copper strip corrosion resistance, to meet the requirements of customer formulations and production processes. This development aims to replace imported rubber process oil with a locally produced alternative. The resulting product has lower carcinogenic substances than the health standard limits. The product has been commercially available since October 2024, generating a benefit of 0.3 million baht.
3. The Phase Change Materials (PCMs) development project, using Slack Wax from Thai Lubes Public Company Limited, was conducted in collaboration with the National Nanotechnology Center (NANOTEC) under the National Science and Technology Development Agency (NSTDA). Initial studies have shown that Slack Wax possesses phase change properties, meaning it can absorb or release heat, known as latent heat, causing the material to change its physical state, such as from solid to liquid. When the temperature decreases, the material returns to its solid state.
4. The catalyst testing project for Euro 5 oil production was conducted in collaboration with the Petroleum and Petrochemical College, Chulalongkorn University (PPC). The project involved testing the performance of catalysts using a pilot unit from catalyst manufacturers participating in the bidding process for catalyst change in the Euro 5 oil production unit. The test results enabled the refinery to select the most suitable catalyst supplier for the production process and operating conditions.
5. The project to convert ethylene and carbon dioxide into ethylene carbonate for use as a solvent in lithium-ion batteries involves a production process that is more efficient and safer compared to current technologies. This project is a collaboration with the Vidyasirimedhi Institute of Science and Technology (VISTEC) and has already filed for intellectual property registration with the Department of Intellectual Property.
Product Innovation

Hydrocarbon Decontamination Chemical

Waterless Hand Cleaner

Paint & Coating

Microbial waste in wastewater treatment systems

Applies artificial intelligence (AI) to compare the similarities and differences in blueprint diagrams (PDF Drawing diagram)

RHCU Pilot Plant (Residue Hydrocracking)

Alternative Fuels
- Sustainable Aviation Fuel (SAF) projects utilizing commercially developed technologies as follows:
- Utilizing HEFA (Hydrotreated Esters and Fatty Acids) technology to produce eco-friendly aviation fuel from used cooking oil, palm oil mil effluent (POME), Palm fatty distillate (PFAD) and animal fats, in collaboration with the PTT Group.
- Employing ATJ (Alcohol to Jet) technology to convert bio-based alcohols, like ethanol, into cleaner aviation fuel in collaboration with our strategic partners. This will help reduce the aviation sector’s carbon emissions.
- Using Co-Processing Technology to produce SAF by co-processing renewable feedstock within our existing hydroprocessing units. In addition, the Company is currently studying regulations, technology readiness levels, and raw material procurement to ensure a reliable and sustainable supply of Used Cooking Oil (UCO), and exploring alternative waste feedstocks, such as POME (Palm Oil Mill Effluent), PFAD (Palm Fatty Acid Distillate), and other waste feedstocks.
- The New Energy Exploration Project aims to reduce or eliminate greenhouse gas emissions from combustion by focusing on clean hydrogen and its derivatives, such as ammonia, as well as other low-carbon fuels produced from clean hydrogen. The project includes preliminary studies and assessments of key factors, such as costs, technologies, strategically significant location along the entire supply chain. Additionally, the project explores other alternative energy sources, such as biofuels, for alternative energy production to reduce reliance on fossil fuels. Furthermore, the Company is evaluating the feasibility of investing in reforestation projects to generate carbon credit, which would provide environmental benefits and support its long-term sustainability goals.

Bio-based products

Carbon Capture and Storage (CCS)

Energy Efficiency Projects
The Energy Efficiency Projects aim to reduce fuel consumption and improve production efficiency, contributing to the Company’s Net Zero GHG emission and long-term sustainability targets, as well as contributing towards operating cost savings.
In 2024, there were 39 energy efficiency improvement projects, resulting in a total energy consumption 494,794 gigajoules, equivalent to 28,985 tons of carbon dioxide equivalent, and 223 million THB of cost savings from the total of 189.62 million THB of investments
2024
Performances
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Customer Stewardship and Product Quality Management
Management Approach
Thaioil Group places great importance on taking care of customers as a part of our family under the strategy of “Partner for Life” in all aspects, including receiving products, services, and implementing various projects for customers in order to achieve sustainable growth together. In addition, the Company has prioritized on the quality and safety of its products and services in compliance with laws, regulations, and international standards to prevent negative impacts on customers and society. This commitment aligns with sustainable organizational development criteria, focusing on three dimensions, namely Environment, Social, and Governance (ESG). Furthermore, the Company actively listens to customer feedback and takes prompt and efficient actions to meet evolving customer demands while enhancing customer satisfaction and fostering customer engagement between Thaioil Group and its customers.

In 2024, Thaioil Group continued to implement the Partner for Life plan to support customer stewardship in three aspects as follows:
1. Partner for Growth focuses on conducting the annual customer satisfaction and engagement surveys and analyzing the results of this surveys to discuss and brainstorm with relevant departments. This aims to leverage the insights and feedback to further develop and improve the product quality and customer services. The examples of key project are the project for utilizing digital systems to streamline financial processes and organizing interactive activities with customers through various social media platforms. In addition, the Company has evaluated customer satisfaction in each activity that the customer participated in. This aims to develop and improve such activities in the future.
2. Partner for Knowledge provides academic knowledge and supports knowledge sharing in various forms, encompassing technical, operational, marketing, and financial aspects through trainings for customer such as Fundamental of Refinery Process and Business Overview & Refinery Overview.
3. Partner for Service emphasizes continuous enhancement of the Customer Relations Management (CRM) practices, segmented into four aspects, as follows:
1. Operation Enhancing service efficiency and fostering continuous good customer relationships. The Company has been improving the efficiency of the customer registration process by integrating a digital system. This aims to ensure the consideration process is fast, transparent, and accountable. In addition, the Company has upgraded the Voice of Customer (VOC) system to be more convenient, user-friendly, and responsive for customers to contact relevant departments. Besides, the Company has established the Service Level Agreement (SLA), which is the standard for product and service delivery, with all relevant functions, including sales, quality, operations, delivery planning, accounting sale support, digital services, and customer relationship management. This covers the process of order reception and continues throughout the management process to ensure that customers receive complete, accurate, and timely products. Each function complies with standardized service level agreements, achieving a 100% compliance rate. In the fourth quarter of this year, the Company opened two new Gentry of petroleum pumping units. This aims to increase the opportunities for receiving more products and reduce waiting time for customers to pick up the petroleum products. Also, this assists the Company in improving the efficiency and convenience of product delivery.
2. Analytic Analyzing the result of annual customer satisfaction and engagement survey to discuss and brainstorm with relevant departments. This aims to leverage the insights and feedback to further develop and improve the product quality and services. The examples of key project are the project for utilizing digital systems to streamline financial processes and organizing interactive activities with customers through various social media platform. In addition, the Company has evaluated customer satisfaction in each activity that the customer participated in. This aims to develop and improve such activities in the future.
3. Collaboration Providing knowledge sharing about the petroleum market to customers and collaborating with customers to conduct feasibility studies in improving the efficiency of petroleum product pickups by road.
4. Customer Data Platform Leveraging an international standard platform for storing the fundamental customer data, intended for utilization in fostering and strengthening relationships with customers.
Highlighted Projects
In 2024, Thaioil Group implemented customer relationship programs under the of “Partner for Life” strategy to cultivate and maintain good relationships with customers as follows:

Organized cultural promotion activities through the “Cultural Activity” project.

Organized “Safety and Happy Hours” activity for drivers in 2024

Organized knowledge sharing sessions to customers both in online and on-site presentations with various topics

Organized recreational activities for different customer groups
2024
Performances
Through Thaioil Group’s comprehensive operations, encompassing both product manufacturing and service delivery, the Company has achieved a higher level of customer engagement that surpasses the predetermined targets.

Remark:
(1) Customer engagement of Thaioil Group consists of Thai Oil Public Company Limited (TOP), Thai Lube Base Public Company Limited (TLB), and Thai Paraxylene Company Limited (TPX). This survey was conducted by a third-party company that provides customer satisfaction assessment services.
(2) Customer satisfaction of TOP Solvent Company Limited (TOPNEXT International Company Limited) for 2020-2022 has a full score of 5. The survey was conducted by TOP Solvent Company Limited.
(3) Customer engagement of TOPNEXT International Company Limited in 2023-2024 has a full score of 100 percent. The survey was conducted by a third-party company that provides customer satisfaction assessment services.