Grabtaxi (Thailand) Co., Ltd. wins three awards at the Asian Experience Awards 2026

The company took top honours across the customer, employee, and service experience categories.

Grabtaxi (Thailand) Co., Ltd. was named winner of Thailand Customer Experience of the Year - Technology, Thailand Employee Experience of the Year - Technology, and Thailand Service Experience of the Year - Technology at the Asian Experience Awards 2026.

To transform the customer support journey, the company launched the All Resolution Chatbot, consolidating every issue-reporting route into a single funnel and giving users round-the-clock automated help for routine enquiries. With unified support entry points and automated investigations, missing or incorrect order issues are now resolved in seconds. The initiative lifted the overall automation success rate, cut unnecessary contact volume, lowered customer dissatisfaction scores, and delivered substantial quarterly operating savings.

Turning inward, the company introduced the Grab Support Productivity Award to strengthen team operations. The performance-linked reward programme moved agent evaluation from annual cycles to monthly assessments with quarterly payouts, tying rewards directly to standardised metrics for quality, productivity, and adherence. The result was a transparent performance model under which the share of agents reaching top performance ratings more than tripled, reinforcing service quality whilst further reducing customer dissatisfaction.

Grabtaxi (Thailand) Co., Ltd. also deployed Project Kingsman, an intelligent framework that optimises support centre routing by weighing customer value against issue criticality and directing each interaction to the most appropriate channel. Critical matters such as safety incidents bypass automation for immediate live-agent handling, whilst routine requests are steered to self-service tools. The approach markedly improved voice service levels and agent access rates, generating annual cost savings whilst lifting customer loyalty scores across the region.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences, applauding unique, standout, and innovative work launched for clients, prospective customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].