MicrosoftConsumer GoodsCustomer Service AutomationIT Operations AutomationAI and Machine LearningGenerative AI / LLMProductivity Improvement2024MicrosoftMS#0078d4Consumer GoodsThailandFor 35 years, CP AXTRA has been the preferred food supplier for more than 4.0 million registered customers—comprising small food retailers, hotels, restaurants, small businesses, caterers, and private individuals. CP…For 35 years, CP AXTRA has been the preferred food supplier for more than 4.0 million registered…May 10, 20245Customer Service Automation|IT Operations AutomationCopilot for Microsoft 36502024-05-105
Customer Service Automation · IT Operations Automation
For 35 years, CP AXTRA has been the preferred food supplier for more than 4.0 million registered customers—comprising small food retailers, hotels, restaurants, small businesses, caterers, and private individuals. CP AXTRA has been committed to developing its operations, products, and services to meet the changing needs of its customers.
↗For 35 years, CP AXTRA has been the preferred food supplier for more than 4.0 million registered customers—comprising small food retailers, hotels, restaurants, small businesses, caterers, and private individuals.
↗In February 2024, 300 employees across marketing, finance, and strategy began using Copilot to assist with their routine work tasks.
↗To find the right AI solution, Wong and his team tracked the work preferences of 1,500 staff at the CP AXTRA headquarters.
Reported impact
Business outcome
At the end of the day, this transformation will help CP AXTRA better adapt to evolving customer needs—enabling the company to continue its focus on its value chain and leverage AI to boost customer lifetime value. Copilot enables a multitude of solutions to improve the quality of customer interactions, whether it’s a custom chatbot that can minimize repetitive answers or upgrading its call center to take a more proactive approach to customer care that’s tailored to specific customer needs.
Productivity Improvement
Solution
Innovation, technology, and operational excellence paved the way for CP AXTRA to become one of Thailand’s biggest wholesale retail businesses over the last three decades. The company was one of the early adopters of Copilot for Microsoft 365 in the country, kickstarting a digital transformation to increase organizational agility. After deploying Copilot, employees are already finding innovative ways to leverage AI to boost productivity and meet the demands of changing customer behavior. For 35 years, CP AXTRA has been the preferred food supplier for more than 4.0 million registered customers—comprising small food retailers, hotels, restaurants, small businesses, caterers, and private individuals. CP AXTRA has been committed to developing its operations, products, and services to meet the changing needs of its customers.
Data flow
One of the group’s priorities was to leverage AI to underpin B2B and B2C big data and upskill employees’ digital capabilities to meet the demands of a dynamic market. By utilizing AI, we can look at data across our entire value chain in a multitude of different ways—not only to react and respond quickly but also to try a whole new array of strategies,” says Shaun Wong, Group Chief Transformation Officer at CP AXTRA.
Solution architecture
1 components · 1 layer
Serving
Copilot for Microsoft 365Assists employees inside Microsoft 365 apps with drafting, summarization, search, and task execution.
Architecture clues
By utilizing AI, we can look at data across our entire value chain in a multitude of different ways—not only to react and respond quickly but also to try a whole new array of strategies,” says Shaun Wong, Group Chief Transformation Officer at CP AXTRA.
One of the group’s priorities was to leverage AI to underpin B2B and B2C big data and upskill employees’ digital capabilities to meet the demands of a dynamic market.
The company was one of the early adopters of Copilot for Microsoft 365 in the country, kickstarting a digital transformation to increase organizational agility.
Time-consuming tasks such as putting together presentations, generating plans, and analyzing data happen much faster now with more customization.
“By leveraging Copilot alongside other AI tools and functionalities, we can analyze our entire journey from supply to delivery along the intent value chain,” says Wong.
“When we looked for an AI tool to streamline daily tasks, Copilot for Microsoft 365 was the most logical solution.
Evidence from the source
For 35 years, CP AXTRA has been the preferred food supplier for more than 4.0 million registered customers—comprising small food retailers, hotels, restaurants, small businesses, caterers, and private individuals.
In February 2024, 300 employees across marketing, finance, and strategy began using Copilot to assist with their routine work tasks.
Innovation, technology, and operational excellence paved the way for CP AXTRA to become one of Thailand’s biggest wholesale retail businesses over the last three decades.
The company was one of the early adopters of Copilot for Microsoft 365 in the country, kickstarting a digital transformation to increase organizational agility.
To find the right AI solution, Wong and his team tracked the work preferences of 1,500 staff at the CP AXTRA headquarters.
“When we looked for an AI tool to streamline daily tasks, Copilot for Microsoft 365 was the most logical solution.
Review how this reference was scored and trace each normalized claim back to its documented source.
01
Scoring methodology
How scores are calculated
Customer Reference Value measures usefulness as a customer reference. Evidence Confidence measures the quality and traceability of available evidence, not independent verification.
Customer reference value65/100
Problem clarity20/20
Measures whether the customer's operational problem is specific enough to compare.
Implementation depth20/25
Rewards named components, data flow, integrations, and architecture detail.
Outcome specificity20/20
Measures whether the reported benefit is concrete rather than a generic claim.
Quantified impact0/25
0 metrics describe measurable impact.
Deployment scale5/10
Rewards evidence of a live or scaled deployment and meaningful integration scope.
Evidence confidence87%
Source authority20/25
The main evidence is an official vendor-published customer story.
Claim traceability21/25
10 of 12 key fields link to a named source.
Direct evidence20/20
6 direct source quotes retained.
Date provenance10/10
The publication date comes from the source page or publisher.
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