ONESIAM Elevates Service Excellence through Digital Innovation and Holistic Customer Experience, Introducing New Uniforms Designed by POEM, a World-Class Thai Fashion Brand

ONESIAM, a global destination comprising Siam Paragon, Siam Center, Siam Discovery, and ICONSIAM, continues to enhance and elevate customer experiences to maintain its leadership in the retail industry. Most recently, the group advanced its comprehensive service transformation across both offline and online platforms, guided by a customer-centric strategy that aligns with global retail trends. This initiative also includes the launch of refreshed uniforms for the Customer Engagement team, created in collaboration with POEM, a Thai fashion house recognized on the international stage, under the design direction of Sean-Chavanon Caisiri. The new uniforms reflect ONESIAM’s commitment to delivering services that consistently go beyond customer expectations.

Ms. Saruntorn Asaves, Executive Vice President – Customer Centricity & Relationship, Siam Piwat Co., Ltd., said:
"Guided by our philosophy of delivering experiences beyond expectations, we are committed to continuously elevating our premium services to ensure customer satisfaction in every dimension and to remain the number one brand in the hearts of consumers over the long term.

ONESIAM has leveraged its strengths in personalized service and the excellence of its Customer Engagement team to enhance and transform service standards. Most recently, we implemented a Customer-Centric Experience strategy that aligns with global retail trends. We are not merely improving, but also revolutionizing the 360-degree customer experience through the following key initiatives:"

- Personalized Service

Delivering Hyper-Personalized Service driven by real-time data intelligence and customer engagement that anticipates individual needs. By analyzing customer behavior across multiple touchpoints and purchasing patterns through advanced AI and machine learning technologies, ONESIAM can accurately predict individual preferences and deliver tailored product and service recommendations. This includes providing real-time updates on products, services, and promotions that align with each customer’s unique interests and spending behaviors.

- World-Class Service for All

Applying Market Penetration strategies to reach untapped segments, ONESIAM designs Customer journeys Experiences tailored to each segment, and further strengthens its Market Penetration efforts to ensure that both members and non-members enjoy an inclusive premium experience. This approach emphasizes memorable service—creating “meaningful moments” that leave lasting impressions at every touchpoint. The ultimate goal is to consistently deliver “WOW moments” through world-class service standards across the entire customer journey.

- Exclusive Services / Privileges for Members

Offering premium privileges that encompass every lifestyle, both within and beyond the shopping centers, in Thailand and internationally. These include extraordinary, money-can’t-buy experiences such as priority access, exclusive participation in events and promotions throughout the year, and global privileges delivered through collaborations with 12 partners across 10 countries and territories. In addition, ONESIAM is pioneering a 360-degree Luxury Ecosystem through strategic global partnerships, set to launch later this year, further strengthening its position as a top-of-mind destination for both Thai customers and international visitors.

- Innovative Services

Introducing AI-powered customer service kiosks that seamlessly integrate advance AI intelligence with the human touch. These kiosks support seven major languages—Thai, English, Chinese, Korean, Japanese, Russian, and Arabic—delivering a seamless multilingual experience for international travelers. Furthermore, ONESIAM leverages customer data from every touchpoint to continuously refine and elevate its service offerings.

The current global retail marketing trend is the convergence of Customer + Data + AI. As part of its strategy, ONESIAM has embraced AI-driven customer intelligence. Leveraging this technology enables a deeper understanding of customers behavior and the creation of highly precise marketing strategies. However, to truly maximize impact, AI must be seamlessly integrated with Omnichannel Experience Excellence in order to deliver superior journeys and achieve the highest levels of customer satisfaction. Above all, what continues to win the hearts of both Thai and international customers is the world-class service delivered by the Customer Engagement team—renowned for their unwavering commitment to excellence, dedication to continuous learning and development, and effective use of the Data Hub to reinforce ONESIAM’s leadership among Thailand’s most affluent customer segments.

To ensure customers across all segments receive exceptional service tailored to their specific needs, ONESIAM has strategically structured its Customer Engagement team to serve four key customer groups: Luxury Loyalists, Luxury Aspirational, Mall Lovers, and Lifestyle Regulars. This segmentation approach ensures that every customer benefits from personalized attention, superior care, and fulfilling experiences that exceed expectations at every touchpoint.

In 2025, ONESIAM refreshed the visual identity of its Customer Engagement team through a new collection of uniforms, designed to reflect the diverse responsibilities of staff in serving different customer needs with precision and care. This transformation focuses on frontline service teams who interact most closely with customers, reinforcing ONESIAM’s service excellence image. For the first time, the group has collaborated with POEM, a leading Thai fashion house, to design the new uniforms, creating a powerful first impression for visitors while enhancing the credibility and prestige of Siam Piwat’s shopping centers.

The introduction of the new uniforms represents not only a transformation of visual identity but also a holistic approach to emotional branding. This initiative embodies a cross-industry collaboration between retail and fashion, demonstrating how the fusion of these two creative industries can redefine both customer experience and brand expression.

Chavanon Caisiri, designer and founder of POEM, who created the new uniform collection, said:
“Having grown up with Siam Piwat’s shopping centers since childhood, the memories of each era of Siam Paragon, Siam Center, Siam Discovery, and ICONSIAM have inspired my design. I sought to interpret the sense of modernity and innovation that has always been part of their identity, expressing it through colors and patterns that reflect the organization’s character. The goal was to establish professional credibility through fashion design that embodies the organization’s image and serves as the very first touchpoint with customers.

The new design was developed through direct discussions with the staff who will be wearing the uniforms daily. Strong emphasis was placed on functionality and ease of movement, with silhouettes carefully adjusted to suit real working conditions. Options include both A-line skirts and trousers, providing flexibility and confidence through precise tailoring and pattern work—hallmarks of POEM’s design DNA.

The chosen color palette integrates Neutral Grey, symbolizing progress, with tailored applications for each shopping center. At Siam Paragon, Siam Center, and Siam Discovery, the neutral grey serves as a backdrop to highlight Siam Piwat’s signature purple, while at ICONSIAM, it is paired with gold, the destination’s iconic color. Additionally, uniforms for different teams were designed to reflect their distinct roles while maintaining a cohesive, elevated, and sophisticated identity across the group.”

Saruntorn Asaves added:

“We are not merely a shopping center, but a lifestyle hub that serving people of all generations—delivering new, inspiring, and world-class experiences. We have elevated Customer Engagement to the next level, showcasing excellence that represents Thailand on the global stage. Most recently, our Customer Engagement team was selected as a finalist at the prestigious People in Retail Awards in the United Kingdom, in the category of Customer Service Team of the Year. This international recognition celebrates outstanding achievements in the retail industry and honors those who inspire organizational culture and customer service excellence. ONESIAM is proud to be the only retail group in Asia to be shortlisted for this world-class accolade.”