From a vivid mission of The Transport Co., Ltd. (Bor Kor Sor) under the helm of Mr. Jirasak Yaovatsakul, President and Secretariate to Board of Directors, the company pledges to offer service under “Clean-Safe-Modern-Punctual” ideology with a slogan of “Customer-centered, Continuous development, Carry on quality”.
It is undeniable that commuting with BorKorSor in the past was a commonly popular means of transport. However people’s behavior change with time, they turn to commuting by low-cost airlines due to lower price and speed. When commuters’ behavior has changed, BUS & TRUCK news team turns to find a dialogue with Mr. Jirasak about the topic as well as gaining more insights into his strategic management, and his plan to support of BUS & TRUCK ’19 which will be held at 7-9 November 2019.
Mr. Jirasak revealed that BorKorSor has a clear policy of “Customer- centered, Continuous development, Carry on quality”. The issue is about execution and how to meet the needs of customers. The company, then, branches out its missions into 4 points “Clean-Safe-Modern-Punctual”.
Clean It is split into 3 sub-focuses: station, vehicle, and personnel. Bor Kor Sor focuses on neatness, standard uniforms, and clean vehicles, both for the restroom and passenger seat area. The stations are to mimic an airport in the manner of cleanliness i.e. no garbage. Restrooms are modernized to be free for service. The company set aside extra funding to see to all the services are of good quality to meet the needs of customers, because customer is important.
Safe This part comes into two focal points: station and driver. In light of theft, crime, and sabotage, the company installs CCTV to cover the entire operations area. It employs security, army, and police officers to ensure safety. There has been very little theft problem. For in-vehicle safety, it is crucial that all the equipment are ready for use, properly and sufficiently installed. BorKorSor implements the policy of “check it every time” which checks the vehicle conditions and equipment i.e. fire extinguisher, safety hammer, wheels, brakes, air conditioning system, etc. There is a standard checklist for all the items necessary for inspection. The company upgraded the paper-based inspection to mobile phone and tablet for faster work process. The new system can help sum up and inform about vehicles that need the maintenance, offer less administrative work and save time to diagnose issues that require attention.
Foremost on safety, the driver needs to be highlighted. They are categorized into 3 groups, 1) BorKorSor driver 2) Public bus driver 3) Van driver. Bor Kor Sor aims at tackling the question of how safety can be achieved and recognized for BorKorSor drivers, then pass on the same level of quality to the other 2 driver groups. First, the company set a higher educational institution for public driver, or Public Transport Institution. The aim is to offer standardized courses on professional public driving to its students. The institution collaborates with Suan Sunandha Rajabhat University to draft up the curriculum of multiple modules i.e. proper driving, problem solving, rules & regulations knowledge, situation solving, reporting when encountering a problem, etc. At present, the institution offers up to 10 standardized courses.
Next, the company focuses on uplifting the standards of the institution itself. As the company involves in public service, it should be able to issue standardized qualifications recognition. BorKorSor works vibrantly with Department of Skill Development to possess certification authority for external organizations. It aims to develop drivers and uplift driver’s standards through utilizing Senior Driver. This is a simple concept just like a pilot briefing before take-off. Drivers are to be briefed on the routing, knowing ahead about dangerous turns, speed limits, maintenance spots, etc. and allow the information to raise awareness before driving.
Modern Bor Kor Sor is elevating its stations to Smart Station. This means that passengers can check departing schedule on their mobile phone, as well as purchasing tickets remotely. The most important thing on this subject is Big Data. Today, BorKorSor looks toward development and realizing the value of customer information. Once the online system is active, it allows the company to collect information in the form of Big Data and analyzes key activities such as why a frequent passenger becomes inactive or change travel route via other means of transport. It goes deeper than a simple Raw Data to show just where your passenger’s destination is, a certain route in rainy season becomes categorized as low season therefore reducing bus rounds from 6 to 4, while another route becomes heavily congested that there needs to be additional rounds from normally 5 to 7. This helps to eliminate daily analysis of passenger overbooking.
Smart Station Progression As of now, Bor Kor Sorhave bought an e-ticket project that passengers may buy their ticket at this kiosk. Once the system is active, BorKorSor will be able to collect Big Data information and access it immediately i.e. the number of rounds from Bangkok to Chiang Mai, available service parties, number of customers, etc. This information will help company plan efficient routes. The company is setting up a Bus Control Room along with creating an application for ticket issuance, Big Data information collection, and data analysis. As for the e-ticket project, it is due to be implemented by 2020 to test the new system, and develop each module as planned up to a fully functional system by the year 2021.
Punctual In the past, late-running passengers gave a call to wait of them. If a driver refused to wait for such case, They blamed for not corresponding to the call. In comparison to late arrival to an airplane, why it is a double standard for passengers to not blame the pilot. This goes to another case of a customer showing his/her ID when buying a ticket; why they agree to show the ID when buying a plane ticket but not for a bus ticket. These issues will gradually be resolved by implementing a good working system. If the system permits, people’s behavior will change. Like when people feels uncomfortable dumping garbage in an airport, but do not hesitate to do so at a bus terminal. It is not about the people, but the environment they are in. They react to the same as the others around them exhibit.
BUS & TRUCK Exposition Domestic exhibitions today have vibrantly evolved. Anything to do with manufacturing grow constantly. In the past, if people were to have access to automation or automatic manufacturing from SME to larger businesses, they must go abroad. Now for the past 16 years of commercial vehicle exposition, BUS & TRUCK has been organized by professional exhibition organizer which result in positive effects, like making foreigners become aware of Thailand and come to the country, also local companies are able to expand businesses in the existing market.
BorKorSor expresses a thanking note to BUS & TRUCK because it is considered a major sector to pool in a spectacular show of technology and innovation, without the hassle of going outside the country. The key is to bring in more up-to-date techs which forecast future prospects of innovation tomorrow, how they are controlled, and also the economy of scale. The big names who are supposed to invite to join this event are usually located in Europe and America. As of current, Japan and Korea are rising stars in the industry while China is catching up very quickly. By opening doors for these international players, Thai operators will become aware of the future trends. BorKorSor President believes that there will certainly be business matching happening, determining who will buy and who will sell.
“Today we have 3 world class auto parts manufacturers,” said Mr. Jirasak, “therefore the industries that follow will be molding, steel, plastic, parts groups. CCS Summit and tier 1 of at least 10 factories that we manufacture while tier 2 and 3 are manufactured by over 1,000 factories. So in light of business matching, we must figure out how to drive these groups of companies to continue to grow in the future.”