Learning CRM Strategies from Hong’s Thai Inhaler: When Relationships are the Key to Success
Riki Kimura
Digital Marketing Executive at Wisible
Who would have thought that a small, humble inhaler like Hongs Thai could hide such a fascinating success story? From a young man starting a business with little capital, “Geng Teerapong Rabuetham“, the founder of Hongs Thai Herbal Company, or simply known as “Hongs Thai Inhaler,” has successfully built a brand that is beloved by people both domestically and internationally. Behind this success is a strong focus on customer relationships and the implementation of effective Customer Relationship Management (CRM) principles.
From a Young Man to a Successful Entrepreneur
Before becoming the owner of a famous inhaler brand, Geng lived a simple life, helping his parents from a young age and demonstrating a natural talent for sales. His experiences in the military instilled in him strong communication and interpersonal skills, which would prove invaluable in his future business endeavors.
The Importance of Building Customer Relationships
A turning point in Geng’s life came when he started selling inhalers. Despite facing numerous challenges, he never gave up. He prioritized building strong relationships with all his customers, whether they were retail store owners or individual consumers. This closeness and understanding of customer needs led to Hongs Thai inhaler gaining widespread trust and popularity.
Lessons from the Economic Crisis
The economic crisis was a challenging time for businesses worldwide, but for Geng, it was an opportunity to demonstrate the strength of his customer relationships. When customers saw that Geng continued to care for them, even during difficult times, they were more than willing to support his business.
Store Owner: “There’s still stock left. Put the merchandise down.
Mr. Keng: “Oh, there’s still stock left? That’s alright, no need to put it down then.
Store Owner: “Keng, just put it down. You’re already here at the shop.
Mr. Keng: “Hey, there’s still old stock left. It’s fine, we can wait until next month. Let the old stock run out first.
Store Owner: “Put it down!” The store owner raised his voice, insisting Mr. Keng unload the goods, even though the stock was still full.
This incident highlights the strong bond between Geng and his customers, which transcends numbers and data. The store owner’s willingness to accept the products, even with excess inventory, demonstrates the trust and loyalty that Geng had built. While modern businesses focus on data analysis and technology to boost sales, Geng’s story proves that human relationships remain crucial to business success.
From Word-of-Mouth to Global Success
Lisa from Blackpink using Hongs Thai inhaler not only promoted the product but also affirmed the brand’s quality and unique identity. The image of Lisa using a green inhaler went viral on social media, prompting people worldwide to seek out and learn more about the brand. When people discovered Geng’s story and his dedication to building the brand, they felt a sense of connection and wanted to support a quality Thai brand.
In addition to Lisa from Blackpink, there’s also Minnie Nicha Yontararak, the sole Thai member of the Korean girl group (G)I-DLE. She mentioned in an interview with ELLE KOREA about the must-have items in her bag, and one of them is the green Hongs Thai inhalant.
The story of Hongs Thai inhaler teaches us that even in the age of technology, building strong customer relationships remains paramount. While advanced CRM systems can gather detailed customer data, they cannot replace the warmth and sincerity of human interaction. The success of Hongs Thai inhaler reflects the true power of CRM, which is not just about collecting customer data but about building lasting and meaningful relationships with every customer. By learning from Geng’s story, businesses can achieve sustainable growth and success.
