CPF is committed to operating in accordance with the 6 values of the “CPF WAY” which comprises (1) Three Benefits to Sustainability (for the Country, the People and the Company), (2) Speed and Quality, (3) Simplification, (4) Adapt to Change, (5) Innovativeness, and (6) Integrity, Honesty and Reciprocity.
The Company has adhered to principles of corporate culture according to 3P Corporate Culture Framework as follows:
- ‘Process’ includes a systematic process and an effective communication process that can transfer knowledge, experience and corporate vision to employees at all levels;
- ‘People’ includes CP Ambassadors and CPF working groups who drive a wide variety of activities as well as providing opinions on activities related to the formation of corporate culture; and
- ‘Platform’ represents two-way communication and learning systems that properly support communication, effectively create knowledge and proactively welcome employee feedback.
In addition, the Company fosters values and a culture that promotes effective teamwork (Care for Culture) to enable every employee to work efficiently and cohesively. It encourages open-mindedness and decision-making opportunities, as well as continuous learning and cross-departmental collaboration to reduce issues caused by fragmented work processes that may hinder organizational development. The Company also organizes various activities throughout the year that reinforce corporate values, such as the "Tell Mom You Love Her in an Unforgettable Way" activity, reflecting the value of gratitude, and C.P. Super KOL, which represents the promotion of corporate values through participation in various activities both online and offline. The goal is to integrate and ensure genuine collaboration within the organization.
An Organization of Innovation
The Company promotes a corporate culture that encourages employees to apply technology to create value and develop innovations within the organization. In 2024, the focus will be on increasing the number of employees with digital skills by applying design thinking processes to improve work procedures and identify ways to enhance efficiency through automation systems, combined with technologies such as Generative AI and Chatbots. Artificial intelligence solutions are also being developed for use in employee skill development and in the recruitment process. Development of data analytics will also support decision-making by executives. These will all enhance human resource management, improve employee experience, and reduce manual work in various processes.
Generative AI HR Chatbot Project
To help reduce response times for human resource inquiries and provide employees with information 24/7, the Company has enhanced organizational performance to achieve maximum efficiency. The Company is now able to offer a wide range of information through the following tools:
HR AI Assistant: A chatbot that answers general human resources questions and provides personalized employee information, such as leave days, allowances, etc.
- Career AI Assistant: Supports the creation of personal development plans, recommends appropriate training, and suggests possible career paths for employees.
- Ask HR Assistant: Provides answers to frequently asked questions, such as human resources information and payroll details, to increase convenience in accessing important employee data.
- HR Onboarding Assistant Helps managers welcome and guide new hires through the onboarding process, ensuring a smooth transition into the organization.
- HR Insight Assistant Provides insights to HR teams and executives to support decision-making, including data on recruitment, training effectiveness, and time management.
Hack the Future Project
Promoting employee creativity, this project provides an opportunity for employees to present ideas for developing operational methods that can be practically applied. It helps improve organizational efficiency by reducing costs and improving work processes. Last year, 1,361 participants joined the project, submitting 227 projects, with 103 projects selected for further expansion. This initiative has generated a positive financial impact of over 1.55 billion Baht, reinforcing the importance of employee participation and innovation in driving the organization toward sustainable growth.