Protecting Farmers’ Golden Time: Siam Kubota Corporation’s Customer-Centric Model for Non-Stop Harvesting.

Siam Kubota Corporation, established in 1978 as a joint venture between Kubota Corporation (Japan) and Siam Cement Group (Thailand), is a leading manufacturer of agricultural machinery in Southeast Asia. With over four decades of expertise, the company has pioneered innovations that empower farmers through advanced mechanization solutions.

Briefly describe the nominated organization: history and past performance (up to 1,250 characters):

Siam Kubota Corporation (SKC) is ASEAN's leading agricultural machinery company, supporting farmers for four decades¹. SKC operates 120 dealers and 300 flash service teams², forming the region's largest after-sales ecosystem for the intense harvesting "Golden Time," when farmers have only 30-45 days to secure their income and a single lost day can cost 500 USD.

SKC once faced severe challenges when dissatisfaction driven by quality issues, slow parts delivery, and operational delays. These triggered a nationwide protest³ and 6% market-share loss.

Instead of temporary fixes, SKC rebuilt its service philosophy. This led to the creation of the War Room⁴, a cross-functional command center uniting Service, Spare Parts, Quality Assurance, and Manufacturing into a single "One Team" capable of rapid decisions and real-time support.

The War Room later evolved into the Well-Communicated Center (WCC)⁵, integrating predictive data, real-time visibility, and multi-modal logistics to minimize downtime and safeguard farmer income, with major improvements realized from 2023 onward.

Today, SKC stands as the trusted partner of ASEAN's agricultural community, committed to ensuring uptime and delivering world-class CX.

Outline the organization's achievements since July 1, 2023 that you wish to bring to the judges' attention (up to 1,500 characters):

Since July 2023, SKC has accelerated its CX transformation through an upgraded Well-Communicated Center (WCC), improving service speed, predictiveness, and nationwide responsiveness.

• 98.3% CSAT.⁶
• 100% WCC contact customers within 15 minutes.⁶
• 99.8% customers received spare parts the next day via truck-train-air logistics.⁶
• 100% next-day machine repair completion after part arrival.⁶

SKC resolved 747 cases⁶, safeguarding 1.9 million USD⁷ in customer income. Teams reached farmers within 2 hours and provided standby machines for repairs exceeding 3 days, ensuring no missed harvest opportunities.

To prevent problems before they occur, SKC launched a nationwide Combine Harvester Readiness Program, providing pre-season inspections and preparation. The program reduced breakdowns 7 to 2 days⁸ and increased machine readiness by 20%, ensuring farmers entered the season with greater confidence and fewer risks.

• 37% increase in existing customer retention⁷.
• 10% reduction in churn⁹.
• 6.8 million USD generated from repeat purchases⁷.

Building on these proactive measures, SKC further strengthened uptime support through a predictive heat-map dashboard¹⁰ that enabled WCC to place teams in high-risk zones in advance.

Customers responded positively to WCC, sharing comments such as "Fast and reliable service with skilled mechanics." reinforcing WCC's role as a partner protecting their livelihood¹¹. These achievements set a new benchmark for agricultural CX in ASEAN.

Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 1,500 characters):

SKC is the only company in ASEAN's agricultural machinery industry able to deliver a nationwide, real-time, predictive service model. WCC is the only provider capable of coordinating parts, mechanics, logistics, and data into one fast-acting system.

Compared with the past, WCC has transformed fragmented operations into a real-time command center. Tasks that once took days are now completed within hours, supported by predictive dashboards that resolve machine issues before customers request help.

What makes this even more meaningful is SKC's priority to protecting customer income. SKC act even when it costs more because the long-term value matters. Delivering 1 penny seal anywhere in Thailand within 24 hours prevents costly harvest loss and builds lasting trust.

These results have made SKC a role model for CX standard¹². Kubota Group companies, external corporations, and universities have visited SKC to study the WCC as benchmarks for service excellence.

Highly differentiated: Nationwide real-time support, predictive intelligence, and the largest field-service ecosystem in ASEAN, SKC delivers reliability unmatched by any competitor.

High impact: WCC has strengthened customer satisfaction (98.3%), increased loyalty (+37%), reduced churn (-10%), and protected millions in farmer income (1.9m USD), setting a new CX standard in ASEAN for uptime and redefining what it means to truly protect farmers' livelihood.

Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 1,500 characters):

Endnotes

¹Siam Kubota Official (Website) https://www.siamkubota.co.th/en/standard/

²War Room storyboard (Well-Communicated Center) (PDF)

³Combine Harvester Protest News from Matichon (Website) https://mgronline.com/politics/detail/9550000032636#google_vignette

⁴Kubota Story (Article from third party point of view) (Website) https://www.kubota.com/kubotastories/war-room-operation/index.html

⁵One-Page WCC Summary (PDF)

⁶WCC Cases overview & KPI Dashboard (PDF)

⁷45 Days : Non-Stop Harvesting (Marketing Campaign : MAT) (PDF)

⁸Downtime reduction and War Room Operation process (Video)

⁹CRM Churn rate (Internal Only-do not share) (PDF)

¹⁰Predictive Dashboard and Heat Map (PDF)

¹¹Flash Service operation & Customer Feedback (YouTube) https://www.youtube.com/watch?v=n876YCHWqtQ

¹²Kubota Global Customer Care Center (WCC is a role model for Kubota Global Standard) (PDF)