Case Study: Department of International Trade Promotion, Ministry of Commerce, Thailand achieves enhanced customer service and call-center efficiency with Sage CRM

Sage CRM combines telephony automation to drive customer service excellence

The International Business Consulting Center (IBCC), part of Thailand’s Ministry of Commerce, operates the 1169 Call Center to provide trade information and consulting to exporters and investors. As a government non‑profit the center relied on pen‑and‑paper records, which made information retrieval, cross‑department sharing and targeted marketing ineffective — and needed a budget‑friendly solution that could be deployed quickly.

IBCC implemented web‑based Sage CRM with computer‑telephony integration, customized workflows and staff training for rapid rollout. The system immediately consolidated customer case histories, provided call‑pop ups and real‑time logging, enabled point‑and‑click reporting and Excel exports, and improved marketing targeting, member performance tracking and overall customer service — delivering quick ROI and smoother internal operations.

Department of International Trade Promotion, Ministry of Commerce, Thailand

Natpreeya Choomchaiyo

Director of IBCC