Suntory Beverage and Food Thailand aimed to boost sales and customer engagement for its product, Essence of Chicken (BEC), which had experienced declining sales and low purchase frequency in recent years. The product, recommended for mid-to-long-term consumption, did not foster strong long-term relationships with its customer base. To address this, Suntory launched the BEC CRM Loyalty Program to incentivize and engage customers more effectively. The BEC CRM Program aimed to increase purchase frequency through rewards and personalized incentives, target communication by segmenting its audience, and deepen customer understanding by gathering feedback and interaction data to enhance service offerings.