Give CP All an agentic layer across 7-Delivery order resolution, All Member loyalty service, and store/franchisee support — converting Thailand's densest retail network into its most responsive one.
CP All operates the 7-Eleven franchise in Thailand with more than 14,000 stores, one of the world's largest single-country convenience networks, plus the All Member loyalty program with tens of millions of members.
Public factCP All has aggressively grown O2O: 7-Delivery and the 7-Eleven app bring on-demand convenience delivery to a large share of stores; CP All also controls CP Axtra (Makro, Lotus's).
Public factOn-demand delivery from thousands of micro-fulfillment points generates order-exception volume (out-of-stock swaps, late riders, wrong items) that store staff are not staffed to resolve by phone.
Reasoned inferenceAll Member point disputes and redemption confusion are likely a top loyalty-support driver at this membership scale.
Reasoned inferenceFranchisee/store-manager support (equipment, ordering, promotions) is an internal contact-center load that an employee-desk agent could absorb.
Seller hypothesis — validateValidate with the account team before outreach: OMS and rider-platform API readiness for exception detection · Actual exception rate per 1,000 O2O orders · Whether store/franchisee support is centralized enough to automate
Limited internal ability or appetite to build the core platform — strong candidate for the packaged solution
Evidence: CP All is a world-class retail operator, not a software company: group IT (Gosoft) runs systems competently but does not build AI platforms. Its pattern is buying proven tools and scaling them ruthlessly across 14,000+ stores — exactly the adoption profile a packaged agentic platform wants.
Why they won't build the full stack: Convenience-retail margins cannot fund platform engineering, and the O2O race with delivery platforms rewards speed. CP All's edge is operational rollout discipline, which it should spend on deployment, not development.
Publicly committed store-expansion program on the order of 700 new 7-Eleven stores per year, alongside continued O2O growth targets.
GTM implication: Support volume scales with store count and O2O mix — position automation as the only service model whose unit cost falls as the network expands.
| Workflow | Why it matters here | Value | Complexity | Speed | Channels |
|---|---|---|---|---|---|
7-Delivery order exceptions Proactive exception messaging, substitution consent captured conversationally, refund or redelivery executed in-channel. | O2O growth is strategic; every failed delivery burns both margin and app-adoption momentum. Friction today: Store staff juggle rider issues and customer calls; customers bounce between app, store, and hotline. | 7-Eleven appLINEVoice | |||
All Member loyalty service Instant grounded answers on points, missing-point claims resolved with transaction lookup, personalized redemption guidance. | The loyalty base is CP All's data asset; point friction directly suppresses engagement and basket data. Friction today: Point disputes require hotline queues; redemption rules confuse at shelf-edge. | LINEApp chatVoice | |||
Store & franchisee helpdesk Store-recognized support with entitlement-aware answers, maintenance dispatch, and promo-setup guidance. | 14,000 stores calling central support about equipment, ordering, and promo setup is a giant hidden contact center. Friction today: Store managers wait in the same queues as consumers or escalate through area managers. | LINEVoice |
Voice & channel orchestration, telephony, conversational execution, session/state, routing, integration build. Capability coverage validated during implementation.
API access to these systems is the critical-path dependency.
Identity-bound sessions, policy-bounded actions, 100% audit logging, human approvals at defined points, in-tenant intelligence.
All figures are modelling estimates from the labeled inputs above — nothing here is customer-provided yet. The pilot's first job is replacing these assumptions with CP All (7-Eleven Thailand)'s measured baseline. Package price covers implementation only; recurring usage billed separately.
Why this package for CP All (7-Eleven Thailand): O2O order flows, loyalty servicing, and store-network support cross multiple systems and channels; the volume justifies a multi-workflow deployment from the start.
Packages cover implementation and integration only. Recurring costs are billed separately: Tilicho Labs platform usage (~$0.15/call-min indicative, usage only), Google Cloud consumption, telephony/carrier charges, managed operations, and support & optimization. No package includes unlimited usage.
“CP All's moat is proximity — physical and now digital. An agentic service layer makes the O2O experience as reliable as the store experience, which is what decides whether 7-Delivery becomes habit.”
“One conversation platform grounded in OMS, loyalty, and store systems — replacing a patchwork of hotline scripts and app FAQs with governed, auditable agents.”
“Order exceptions stop landing on store staff. Stores focus on fulfillment; the agent handles the customer conversation and only escalates true judgment calls.”
“Every delivery incident becomes one proactive thread instead of three inbound complaints — and exception patterns feed back to fix assortment and rider allocation upstream.”
“Thai PDPA consent for proactive messaging and full interaction logs come standard — loyalty-data use stays inside declared purposes with an audit trail.”
“At convenience-retail margins, human-handled delivery exceptions are uneconomic. This moves resolution to a cost point that scales with O2O growth instead of against it.”
Written from this account's own research — the strategic signal, the capability gap, the entry workflow, and the modelled economics — not a mail-merge template. Pick the moment and the persona, edit anything, then copy or open in your mail client.
Customer-safe by construction: drafts are composed only from customer-facing fields. Account tier, build-vs-buy classification, priority score, internal routing, and partner-commercial detail are not inputs to the composer, so they cannot appear in a draft. Money figures are always framed as modelled from the customer's own volumes. Read before sending — you own what goes out.
Operator of 14,000+ 7-Eleven stores with the All Member loyalty base and fast-growing 7-Delivery O2O volume — a nationwide physical network whose delivery, loyalty, and franchisee support conversations are all scaling faster than staffed capacity.
Size the 7-Delivery exception-contact volume with the O2O team and scope a proactive-resolution pilot in Bangkok stores.
Entry: 7-Delivery order exception resolution · Scale package · 10–14 weeks to production across priority workflows. Human fallback throughout; success thresholds agreed before build.
Start the pursuitResearch-based priority-account universe assembled from public information, market scale, communication volume, and solution fit. This is NOT an authoritative list of top Google Cloud customers; existing Google Cloud relationships are noted only where publicly reported. Validate every account with the account team before outreach.