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SEEK Phuket & CSR Asia – CSR Forum 13 Feb 2013

SEEK Phuket & CSR Asia

Summary of the “CSR Forum / Best Practices”

“Sharing best practices for hotels in environmental
and community based CSR programs for Phuket”

Wednesday 13th February 2013, 1.00pm – 5.00pm @ JW
Marriott Phuket Resort & Spa

Local Phuket sustainability NGO SEEK together with CSR Asia and IUCN hosted a Phuket CSR workshop at the JW Marriott on the 13th February 2012.

Around 40 GMs, CSR managers and interested parties joined the conversation in considering Phuket’s future and how to make CSR an integral part of any organization.

Hong Kong based CSR Asia’s, Professor Richard Welford, gave the group valuable insight into CSR practices and the strong business case for how to make CSR strategic and embed it into your organizations programs.

CSR programs today are about Localizing international programs and including all stakeholders that include not just employees but also guests and the immediate community. It involves partnerships, supporting B-B relationships learning from other hotels or businesses that may be “competitors”. This brings Phuket stakeholders a commitment to a common purpose.

CSR considerations include big picture purpose: Brand Phuket and what Phuket wants from tourism, our local environmental degradation and halting/reversing the destruction and support for our islands shift to renewable energy.

Other key considerations include responsible supply chain management/ purchasing, better waste management practices, water conservancy & sustainable consumption

Richard suggests that as a start, CSR practitioners on Phuket should think about the following ten priorities:

  • Link your CSR strategy to brand, reputation and trust: The biggest business case for CSR is linked to the brand benefits that good CSR can bring. A company’s reputation is based on the perceptions of its stakeholders and connected with the images that the business projects. If these images are based on social responsibility, then reputation is enhanced. Trust from stakeholders is also linked to a clear and committed approach to CSR.
  • Build strong relationships with stakeholders: Engaging in an ongoing two-way dialogue with stakeholders and developing meaningful partnerships with them over time is key. Being part of networks of trust wherever the business operates with generate significant goodwill and trust. Treating stakeholders as if they are internalized into governance structures will ensure that decisions are always made with stakeholder’s interests in mind.
  • Base all CSR activities on your most material issues: A meaningful dialogue with stakeholders will help to ensure that CSR strategies and programs are based on issues that are important to the business and also important to stakeholders. This should guide all CSR activities including reporting and communications. Concentrate on what is most important and not on the “easy stuff”.
  • Create effective management systems: CSR is just like any management function and should be linked to effective management systems. This requires proper planning, effective implementation plans, review, assessments and corrective actions. Management systems will help to embed CSR into the organization and link it to broader business strategy priorities.
  • Ensure sufficient resources are invested in CSR: To imagine that CSR is cheap would be wrong. But we need to see resources dedicated to CSR as an investment in brand, reputation and trust and not an expenditure item. But resources extend beyond monetary allocations and include human resources, expertise, influence, leverage, products and services.
  • Embed CSR into the whole organization: CSR will only be strategic if everyone in the organization recognizes the benefits and is committed to playing their part in making it effective. Build CSR into job descriptions, train staff and create “CSR Champions” within the organization. Ensure that internal policies, procedures and codes of conduct include reference to the importance of CSR.
  • Invest in innovative CSR programs: You will get noticed by developing CSR programs that are based in your most material issues and are different to what everyone else is doing. Go beyond the donations associated with charitable giving and get involved in projects that will have positive impacts for both the community and the business. Involve willing volunteers and create “buzz” about programs within the business. 
  • If you cannot measure it, you cannot manage it: As you plan your CSR strategies, put in place key performance indicators and where appropriate link these to reward systems. Don’t just measure inputs, such as staff time and monetary invests, think about outputs, outcomes and impacts. Develop meaningful targets and embed these into long term plans for your CSR strategy. 
  • Innovation, learning and partnerships for change: None of us has all the answers when it comes to CSR. Create a cycle of continuous improvement where management and staff are encouraged to experiment with new and innovative CSR programs and ensure that the organization learns from both successes and failures. Cooperate with other organizations in building exciting partnerships for development and change. 
  • Develop strategic communications: The brand and reputational benefits of strategic CSR will only be realized if there is an effective communications strategy. Do not over-communicate, but at the same time do not be overly modest about the positive impacts that your CSR can create. Think about how to most effectively communicate with different stakeholder groups. And never forget about the importance of internal communications if you want to embed CSR into the organization.

If you are interested in understanding more about how to make CSR strategic, then why not join CSR Asia’s exciting four-day course on Business Strategy for Social Responsibility, held in Bangkok, 26-29 April 2013.

The course looks at practical ways in which you can make CSR strategic and provides participants with a step-by-step tool to focus CSR initiatives. It will also focus on the most recent developments in reporting and strategic communications. Best practices case studies and cutting edge research form the basis of the four day intensive course.

For further information on this standalone course and our professional Master’s degree in CSR, go to:

For local Phuket CSR guidelines and support contact Ms.Kanokwan Homcha-aim (Nok) at SEEK Phuket,


1Yanni ClaassenThe Paradise Koh Yao Boutique Beach Resort & SpaGeneral Manager
2Nicholas FranklinCB Richard Ellis (Thailand) Co., Ltd.Senior Property Manager
3Nanntaya RatanatraiphobTesco LotusRegional Community Manager
4Nick AnthonyIndigo Real Estate 
5Petch ManopawitrWWFProgram Manager
6Simon HoekstraSea Bees Diving 
7Jacob RitterKATATHANI Collection of ResortsExecutive Communications
8Nattamon ChooyoungAmari Coral Beach Phuket. Director, HR and CSR Conductor
9Ms. Suthasinee RukmitLaguna Resorts & HotelsDir. Of Community Relations
10Ms. Thareeya Deasakorn KhamkarLaguna Resorts & HotelsCSR Manager
11Ms.Monrudee SrijunLaguna ServiceHR Manager
12Khun TouisIndigo PearlSenior Training Supervisor
13Khun AkeIndigo PearlAssistant Chief Engineer
14Angela CoanIndigo PearlEmployee Development Manager
15Martin MaykeHET Asia CO., LTD 
16Stephen  MeyersAndara PhuketTraining Manager
17Ryanne RothenburgThe Good Shepherd Sisters 
18Peter HarrisAPEN (Asia Pacific Environmental Network) 
19Amy BensemaAbsolute GlobalOnline Community Support & Member Magazine Editor
20James StewartAbsolute World GroupIn-House Video Producer
21Jim NewportKamala Green ClubSupporter
22Lars LangThai EstateFounder
23Quetta LocchiAbsolute WorldMarketing
24Jody HoutonThe Phuket NewsReporter
25Jason BeavanThe Phuket NewsGeneral Manager
26CharlyPapaCrab Boutique GuesthouseGeneral Manager
27Pareeya JullaphongBangkok Hospital PhuketCSR Manager
28Robert SteelAtKisson Co.,LtdSenior Researcher
29Nalinthipha TansuttiwanitSwissotel Resort PhuketHRM
30Boonchuay TansiripakdeepoomSwissotel Resort PhuketChief Engineer
31Claudine Nagiah Consultant
32Arnfinn OinesSoneva Resorts, Residences & SpasSocial & Environmental Conscience
33Debra Mierczak
34John CovelloDevelopment Management GroupLEED and Sustainability Manager
35Dr.Robert MatherIUCNHead, Southeast Asia
36Tony PedroniJW Marriott Phuket Resort & SpaGeneral Manager
37Sean PantonJW Marriott Phuket Resort & SpaDirector of CSR
38Kanokwan Homcha-aimSEEK PhuketProject Director