Inside the DNA of Trust in IT Brand ‘Brother’: Building a Service Network into a Trusted Touchpoint for Every User, with the ‘Trustformation’ Strategy Transforming After-Sales Service into a Long-Term Value Engine

In the IT business world, trust has become a form of capital no less important than technological innovation. Today, every brand must accelerate strategic transformation to deliver experiences that go beyond simply selling products. After-sales service is no longer just about fixing problems; it has become a critical bridge that connects brands and customers over the long term. This is precisely why Brother, a Japanese leader in printing and technology solutions, has chosen to plant its flag firmly in a major transformation under the concept of ‘Trustformation.’ This strategy not only elevates service standards to international levels, but also transforms every Brother service centre nationwide into a trusted touchpoint — one that simultaneously drives customer satisfaction and long-term organisational sustainability.

From Repairs to Long-Term Relationships: A Service Strategy That Goes Beyond ‘After-Sales’

Brother’s deeply considered service strategy begins with the vision of its key leader, Rassiyakorn Tanthavanich, General Manager of Customer Service. She has been instrumental in turning Brother’s philosophy of ‘At Your Side’ into a tangible reality across every dimension of service delivery. Under her leadership, service is not viewed merely as post-purchase problem-solving, but as the very heart of the Trustformation strategy — a mechanism designed to transform service centres into long-term trust-building tools, create enduring brand value, and strengthen business sustainability. As a result, Brother developed BSQA (Brother Service Quality Assurance), a framework designed to elevate and standardise service quality across both Brother’s main service centres and authorised service partners nationwide. This framework covers every aspect of the service experience, including repair turnaround times, accuracy of information, quality of advice, staff professionalism, and even the readiness and atmosphere of service locations. The objective is simple yet powerful: to ensure that every customer receives the same high-quality experience, regardless of where they receive service. BSQA therefore functions not only as a quality-control framework, but also as a cultural driver — instilling a shared service mindset across all centres, united by the principle of standing beside customers in every situation.

Brother’s Trustformation strategy is built upon the integration of four core concepts: Trust, Transformation, Information, and Standardisation — reflecting the organisation’s philosophy in an era where trust has become the true foundation of competitiveness.

TRUST refers to confidence built through real customer experiences at every touchpoint, from product quality and service accuracy to the attitude of every service professional. Brother firmly believes that trust cannot be created through advertising alone; it must be earned through consistent action and uniform service delivery across all service centres nationwide. TRANSFORMATION represents the shift from traditional, repair-focused service models towards a strategic approach to service management that positions service as a key driver of business sustainability. Brother invests in systems, standards, and people development to ensure that every service centre can meet customer needs professionally and remain aligned with the digital world.

INFORMATION forms the foundation of continuous improvement. Brother places strong emphasis on service data and the Voice of Customer, analysing insights to enhance standards and strategically plan future service-network development for greater efficiency.

STANDARDISATION involves adapting Japan’s world-class precision standards into clear, actionable practices for technicians and service personnel throughout Thailand. This goes beyond technical requirements, extending across the entire service journey — from response speed and transparency in repair status updates to ensuring all technicians are certified to the same knowledge standard. These standards act as a brand promise, guaranteeing that no matter which service centre a customer visits, they will receive a seamless experience defined by the same level of quality and professionalism. This shift — from service dependent on individual skills to a globally standardised operating system — is a critical foundation for building sustainable customer trust.

By integrating these four elements, Trustformation becomes far more than a marketing concept. It is a living operational framework embedded into every step of Brother’s service delivery, creating experiences that customers can trust, feel, and grow alongside the brand.

When Service Excellence Becomes Organisational Culture

With BSQA firmly established, Brother has taken the strategy even further by embedding service excellence into its organisational DNA. This is achieved through the At Your Side Meeting, an annual platform designed to systematically develop skills and empower Brother’s nationwide service network. Beyond updating strategic direction and service performance, the event brings together authorised service centres from across the country to compete in hands-on technical and service skill challenges based on real-world simulations. The goal is to identify outstanding teams that combine technical expertise with genuine customer-care excellence. Winning teams receive trophies and certificates of recognition, reinforcing pride, motivation, and inspiration among service professionals. Strategically, this platform elevates after-sales service into a powerful organisational development tool, enabling Brother to assess skills, measure standards, and collect data for future service-network planning. At the same time, service centres gain opportunities to exchange knowledge, elevate team capabilities to global standards, and expand expertise applicable across diverse IT products. The result is a strong partner network united by the ‘At Your Side’ philosophy — a vital foundation for Brother’s long-term service sustainability.

At At Your Side Meeting 2025, the winners of the technical and service excellence competitions included: Mr. Adisak Chimsaard (Genuine Co Ltd, Nawamin Branch), Mr. Pornthep Yimsuk-anan (IT Delivery Co Ltd), Mr. Chakraphan Mekkhajorn (Printer Service Co Ltd, Bang Yai Branch), Mr. Pramote Yenwong (Ranong Online LP), Mr. Paiboon Hengsipong (Hi-Tech Automation and Service 2005 LP), Mr. Krisada Sanguanngam (Hi-Tech Automation and Service LP, Mueang District Branch), Ms. Pimnipa Pokhawithitkul (Rayong OA & Service Co Ltd), Mr. Nattakorn Ekwassakulwong (S Computer LP), Mr. Phitsanukorn Thongwisoong (Rangsit Computer & Technology LP). The representatives collectively reflected that the event was far more than a competition. It served as an opportunity to rigorously test capabilities and refine customer-care skills in simulations closely mirroring real-world situations. The experience not only strengthened team confidence in delivering professional-grade service that drives positive word-of-mouth, but also enabled participants to apply their learning to a broad range of IT equipment effectively. This reinforces the fact that Brother’s BSQA is not merely a certification, but a practical operational framework that genuinely elevates service standards across Thailand’s IT service industry as a whole.