Generali Thailand continues to drive the insurance market in Thailand forward with the launch of “Generali First Club,” a new customer experience program that elevates traditional privileges into “Personalized Experience” and “Moment-based Engagement” to build long-term relationships with customers in every dimension. This reflects the direction of modern marketing, where competition is no longer focused solely on products or pricing, but on the ability to deliver experiences that truly align with customers’ lifestyles, needs, and important life moments.

Ms. Chorfa Yuktanun, Chief Marketing and Customer Officer of Generali Thailand, stated that today’s consumer behaviors are becoming increasingly diverse and individualized. Consumers are no longer looking only for protection from insurance companies, but also expect brands to understand their lifestyles, needs, and provide continuous care throughout every stage of life. As a result, delivering an outstanding Customer Experience has become a key factor in building brand recognition and fostering long-term brand engagement.

To support this direction, Generali Thailand has adjusted its marketing strategy under the “Customer First” concept by launching “Generali First Club,” designed to comprehensively meet customer needs through three key approaches:

1. Easy access to the program with an annual premium starting from only THB 100,000
2. Offering benefits that match the needs of each customer’s segment and can be used in everyday life
3. Delivering premium services and exclusive experiences through special activities that cater to all age groups

“Generali First Club was not designed to be merely a privilege program but also aims to deliver personalized services tailored to customer groups with different needs. This enhancement of personalized services is currently under development and will be introduced to customers in the next phase. We want Generali First Club to serve as a strategy for building long-term relationships between the brand and customers through meaningful services and experiences that align with individual lifestyles. This is in line with the core concept of Generali Group, ‘Lifetime Partner 27: Driving Excellence,’ under which Generali aims to stand alongside customers at every stage of life,” Ms. Chorfa said.

Generali First Club is divided into four tiers: Classic, Prime, Elite, and First, offering a wide range of privileges such as birthday GEN Points rewards, travel privileges including airport lounge services in Thailand and GEN Travel Safe travel insurance, health privileges including health check-up programs, relaxation massage services, and beauty services from leading clinics, as well as lifestyle privileges such as movie benefits, food and beverage e-Vouchers from leading brands, and exclusive activities organized by Generali.

“Generali First Club marks another important milestone for Generali Thailand in elevating customer experience standards by integrating data, technology, and consumer understanding to create competitive differentiation. This will further strengthen long-term customer engagement through meaningful services and experiences during important life moments, which is becoming the direction of modern marketing.

We are confident that this program reflects Generali Thailand’s commitment to being more than just an insurance provider. We believe this program will elevate holistic customer experience, covering life planning, healthcare, financial security, and long-term well-being. At the same time, the company is preparing to expand collaborations with partners across various industries to broaden customer experience and respond to continuously evolving lifestyles,” Ms. Chorfa concluded.

Those interested can learn more about Generali First Club and check their privilege tiers at https://generali.co.th/generali-first-club/ or through the GEN 365 application.