3.3.1 Customer Relationship Management
As our customer base grows and their B2B customization requirements increase, we are often constrained by limited IT manpower resources, resulting in extended development schedules when many customers issue requests at the same time. To shorten customers’ wait time and increase customer satisfaction, the Company's Business Information Technology Section teamed up with the Purchase Order and Production Plan Unit in 2018 to jointly develop the "B2B Menu design system" designed to effectively reduce IT manpower development and time costs while enhancing customer IT services. They launched the "VisEra Online" platform on June 19, 2018 to provide customers' production lines with accurate and updated information for customers to monitor the product manufacturing schedule, expected delivery date, inventory of finished products, and shipments.
With this system, personnel of the Production Planning Unit can create standardized B2B templates in the "B2B Menu design system" based on the customer's customized fields and formats which cover all incoming and outgoing processes of the product. The information includes the basic transaction records such as delivery of materials, production, completion and inventory, and shipment. It can also be customized based on the customer's preferred points in time and transmission method for receiving B2B reports to meet the customer's needs. It helps customers keep track of the production status and reduces system tracking and inquiry time. It also reduces the time required for the internal development of customized B2B requirements and the time spent on waiting for resources from an average of one month to one week to complete customized B2B information delivery.
Notice
In addition, VisEra values the development of sustainable, equitable, and mutually beneficial relationships with customers. If customers have any comments or recommendations, they can contact the Company by telephone, email or the company website.
The Company established the Customer Engineering Service Unit as the dedicated unit for processing customer complaints. We also formulated control procedures for processing customer complaints to protect the rights and interests of customers and improve the quality of customer services.
In 2023, there were no substantiated complaints concerning breaches of customer privacy and losses of customer data.
In terms of the procedures for processing customer complaints, we adopted the Eight Disciplines Problem Solving (8D) (i.e., a team-oriented problem-solving approach) in which a dedicated customer complaint handling unit receives related feedback and immediately registers it in the system for case management and tracking. It is required to take preventive measures within 24 hours, submit the root cause analysis report to the customer within 48 hours, and implement relevant improvement measures. The case must be closed within 7 days for automotive products and within 10 days for non-automotive products by reaching a consensus with the customer. We received 1 customer complaint in 2023. (Not releated to substantiated complaints concerning breaches of customer privacy and losses of customer data). Cust. complained VisEra optical thin film product suffered delamination at back-end process from this CCN case. After root cause verification, this issue was caused by a level three earthquake in 2022. At that time, VisEra followed OCAP (Out of Control Action Plan) to handle the wafer, passed reliability tests to ensure quality standards and got cust. approval to release for shipment. Due to cust. complained in 2023, we detailed analysis the root cause to proposed improvements in OCAP process to reduce future quality risks. We successfully close the case through keep communicating with cust.
VisEra conducts quarterly business technology review meetings with customers to provide products and services of the highest quality and to ensure that customers' needs are fully understood and provided with support. We also conduct annual customer satisfaction surveys of the top ten customers. As of 2023, the top ten customers account for more than 95% of the Company's revenue. We conduct the survey by email or telephone and the survey covers items such as the price/ performance ratio, service, delivery, technical service, and future development. The specific implementation method is defined in the Company's customer satisfaction evaluation procedures. We use the VOC (Voice of Customer) system and the NRTO (New/Re Tape out) system to effectively learn about customer requirements and provide rapid response to customers to increase customer satisfaction.
We revise the method for calculating customer satisfaction rate, adopting a weighted average to more accurately reflect the true assessment of our services by customers from 2023. Based on this new method, we also modified the customer satisfaction rate from 2019 to 2022. Customer satisfaction rate reached 84.4% in 2023, which exceeded the target for the year and showing an upward trend year over year. In terms of business technology review, Customer Program Management Department schedules quarterly meetings based on the varying needs of customers.
These meetings focus on reviewing quality, technical service, delivery, price/ performance ratio, service and get customer feedback. Customers are invited to participate in the assessment process. In 2023, the average business technology review score was 83.3.
▼ Customer satisfaction survey results in the last 5 years
▼Customer quarterly business review scores in the last 5 years
