The Future Service Design BDMS Quality Forum Award 2017 is given to hospitals in the Bangkok Dusit Medical Services (BDMS) network recognized as champions of quality improvement initiatives to provide superior customer service to patients. The award honors the work and dedication it takes to design, implement and continually improve the customer service experience for every person. Bangkok Hospital Chiang Mai received the Future Service Design BDMS Quality Forum Award for the development and implementation of a pain management process, using the principles of the Empathy Clinic Model, to better manage chronic pain issues for non-cancer patients and improve the quality and safety procedures based on standard guidelines and customer needs.