Customer's "OK," but is Unspoken Need really?

[SPOT] Customer's "OK," but is Unspoken Need really?

AP took off behind the best-selling strategy because it understood customers.

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40 minutes to listen to Ken Nkrint and Rashtschyutm Nantshoti.

AP Thailand's new president on The Secret Sauce is another person who has been in the foreground and behind the AP since it opened for more than 18 years, with a team of more than 500 people, now with a team of more than 3,000 people.

1. Today, you dunk in a new position, never before. AP Thailand is President, whose work is equal to Managning Director. Previously, you dunk is the one who has always held the reins of all the low-rise projects of AP Thailand.

2. Understand the process of working empathy / design thinking / outword mindset with your team because the least cost is listening to the team.

3. The most difficult is that EGO frames what we think is right > > This is what keeps us from moving. Because what we achieved in the past does not mean that we can sucess in the future.

4. Business must have Performance alongside People because these 2 parts have to go together. AP never lay off employees. In every crisis, do not reduce salaries because that is a deprivation of encouragement. But let's think about how we need to work together.

5.Communication for the team to understand why to go this way. If the company grows, how to come back to the team, how will your career path grow? This is where you want people who understand AP to work with AP and grow up with AP.

Today, our job is to Motivate the team, because if the backlash disappears, the job is impractical > > So people are behind the growth of AP.

6. Understanding customers Customers are not different from employees. We really need to understand what customers want. Our basics are really based on our understanding of each segment of customers. So we are the leader in the single-family home market, semi-detached homes, townhomes, condos. Because we need to understand what each segment of customer behavior does. Some groups on holidays, they cook, cook together, so they need a kitchen to support family activities.

7. As of today, the competition of the property market does not compete only with the results, but it has to compete with the proess to produce the results. Although the development of the property "Location in a King" is true, Location is definitely not Competitive Advantage, because land can be bought by anyone with money, so location is not what makes you above the competitors. Location is the process that we got the land, but it is not the last point that customers choose. This is what distinguishes us for the AP itself. 100% of the process comes from understanding, so we have Competitive Advantage. In this section,

8.AP Find the process or customer needs first with a lot of data on hand and then use AI to analyze those large amounts of data to understand customer needs.

9. The customer's "OK" at the same time, watch the house. What is really on your mind or Unspoken Need (needs and feelings that have never been communicated or spoken) must come from observation, not just the voice that speaks.

10. Future competition is no longer just a home competition or a function, but a presentation and a competition for value, because the customer is not interested in the function, but how the function answers the value problem he wants.

11. Understanding Unspoken Need comes from observing, asking, constantly talking to understand what he is concerned about and presenting solutions to customers.

12. Advertiment when the customer is not primarily judging from just Product or Function or Location, but whether the customer chooses from Location to answer the customer's living problem, what project support, what functions the project has to solve the living problem, such as

- Single House with 2 living rooms because the living room has to work after Covid-19.

- Your second bedroom, your third bedroom must be the same size. No, I need a bigger room than you.

- How much walk-in closet would it be enough to use?

- In one townhome project, AP has up to six different types of homes because some groups need a bedroom downstairs or some groups only need a second-floor bedroom or some groups need a third-floor bedroom differently because the needs of each group vary.

13. One of the things that AP has been constantly doing is to make you and your team decide. Everything must not be bottlenecks at the head, such as the design of a single house, not from the top-down. As of today, everything comes from the bottom-up. You tell customers to need this kind of house function. You tell them this trend. You tell them to do this to fight the competitors. We instill the team as Contribute Idea, and the younger team as Ownership in this regard. Then we are the Supporters, listen to the problem and make the younger team move forward.

14.Gen Z comes with confidence. Want freedom, but freedom has to be bounded. AP has a check list of what you want.

- What do you want with the company?

- What needs get other people in trouble? Do other people work hard?

- What do you want? Consistent with AP's Vision / Mission? - Good life, good life, your own choice?

If you pass three, sit down and talk, because now we want everyone to have Senses of Ownership.

15. Over 3,000 workers have different views. And I have to say that 80-90% of new marketing ideas come from new generations, new graduates, or have worked for less than 1-2 years, and other professions do not need direct marketing. Because marketing is constantly changing according to customers' needs, we need ideas, need trial and error. This is the real Secret Sauce.

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# APTHAILAND # Dip Rasht Yutm # Rashtshyutnuntshoti # Un<--plhd--6/> need # TheSecretSauce# TERRABKK