An Innovative Partner in Retailing
ESG
Thoughtful Shopping Experience
Thoughtful Customer Services
To ensure that customers receive worry-free services, PChome focuses on customer service and satisfaction. Since the establishment of the Voice of Customer (VOC) Advisory Committee, a total of 3,387 improvement suggestions have been collected and 118 optimization projects have been successfully implemented. Among them, the “Smart Service Project” was implemented in the fourth quarter of 2023 and will be launched in 2024, allowing consumers to solve problems by themselves through a chatbot that provides more convenient and immediate services. At the same time, PChome also focuses on improving customers’ experience using its app, and actively responds to every customer feedback in the app’s reviews, exerting every effort to solve users’ pain points and improve the app experience. In 2023, PChome 24h Shopping received user ratings of 4.8 on Google Play and the APP Store, which shows the results of continuous efforts to improve the user experience. PChome will continue to work hard to improve its service quality, in order to ensure that customers continue to enjoy the best experience.
PChome provides thoughtful services and hopes to become a thoughtful helper when customers are purchasing products. Customers can contact the Customer Service Center through the customer service hotline or by leaving a message on the website’s customer center when they have any questions regarding product information, purchase order tracking, and after-sale matters. Per company regulations, any written customer feedback received by the Customer Service Center must be addressed within two working days via phone call or e-mail, and all customer feedback is handled by a customer service representative until the entire case is fully rectified. The customer center also has a “Q&A record” for customers to view replies from customer service representatives at any time.
To continue optimizing the customer service experience, we plan to conduct customer service satisfaction surveys, and items such as the following are included: Response efficiency, problem solving ability, and service attitude. The survey is expected to help us listen to customers’ suggestions for the Customer Service Center, give us a more precise understanding of customer needs, so that we can continue to upgrade services.
Professional Customer Service Representative Training Programs
Every customer service representative of PChome must comply with regulations on the internal quality audit process, and receive periodic evaluations to ensure that service quality reaches Company standards. In addition, to provide customers service personnel with professional knowledge, we continue to optimize the training courses and teaching quality for new employees.
In 2023, the satisfaction with new employee training reached 4.8 points (5-point scale). At the same time, we will continue to implement digital course projects in 2023, completing planning for a total of 100.5 hours of courses. In addition, we plan to establish a customer service work information station in 2024 to compile service-related knowledge and tools. We hope to effectively improve the service skills and professional knowledge of customer service personnel through comprehensive training courses and service tools, in order to provide customers with more complete services.
Furthermore, to encourage customer service representatives to continue providing excellent services, the Customer Service Center also organizes a regular awards ceremony in recognition of exceptional employees.
