Customer Relationship Management

SDGs:

  • GOOD HEALTH AND WELL-BEING

    3

  • GENDER EQUALITY

    5

  • DECENT WORK AND ECONOMIC GROWTH

    8

  • RESPONSIBLE CONSUMPTION AND PRODUCTION

    12

  • PARTNERSHIPS FOR THE GOALS

    17

SKM introduced the ISO 10002:2018 Customer Satisfaction and Complaints Handling system to implement systematic management of the customer complaint system. We also reviewed the customer complaint response satisfaction rate in the last three years to learn about management conditions and propose reviews. We won the Gold Award by the Commercial Times for The Best Service in Taiwan in 2018, 2020, 2021 and 2022 and became a benchmark in the department store service industry.

 

ISO 10002 Customer Satisfaction and Complaints Handling system

 

SKM upholds the principle of "customer first, service with heart" and introduced the ISO management system for customer satisfaction in 2015. We became the first department store retailer in Taiwan to receive the "ISO 10002 Customer Satisfaction and Complaints Handling system" certification. We closely follow updates in different version and always keep customer demand in mind. We also pay close attention to the response to the opinions, reviews, and requests of stakeholders. The response procedures of related departments are explained below:

 

Introduction schedule

 
Date of amendment Basis of amendment and summary of contents
October 2015 Introduction of ISO10002:2004
May 2016 Revision to ISO10002:2014
July 2020 Revision to ISO10002:2018
 

Customer complaint managemnt

 

SKM provides customers with clear communication channels for voicing their opinions. They include the telephone (including the 0800 line), onsite services (including the service counter), opinion forms, email, letters, and government letters. We also specified the procedures for processing customer complaints to provide every customer with consistent service quality. The procedures include customer complaint handling, satisfaction survey, internal audit, management review, and document control. SKM pays close attention to the opinions of each customer and subsequent reviews and implements layers of monitoring from the occurrence of incidents to the conclusion of the handling procedures. The Company monitors customer satisfaction with the handling at all times and provides the complaint handling satisfaction survey table, customer opinion table, customer opinion handling reports, and supplier communication forms to facilitate internal tracking of the handling progress. The Company also places the customer complaint handling policies on the internal website for all employees to view. We also established the "customer feedback" section on the official website, customer opinion mailbox at physical service counters, and interactive screen carousel displays to increase the satisfaction for customers and stakeholders.

 

Interactive screen carousel display

"Customer feedback" section on the official website of Shin Kong Mitsukoshi

Customer opinion mailbox at service counters

 
Customer complaint handling system
Step.1

Customer provides opinion

Step.2

Customer service
receives and reports the opinion

Step.3

Relevant units
process the case

Step.4

The Store Manager's
Office verify the completion of
the response to the incident

Step.5

The Customer Service
Department drafts
the case closure report

 

The Company received awards in the Best Service in Taiwan evaluation in 2018, 2020, 2021, 2022, and 2023

In the last 30 years, SKM has always upheld the service motto of "customer first, service with heart" and continuously improved services from the perspective of customers. We kept pace with rapid changes in consumer trends and created three major service advantages—more convenient shopping, safer shopping, and more fun in life. With outstanding service quality, we were selected in "The Best Service in Taiwan" organized by the Commercial Times. The evaluation process involved mystery shoppers who used their personal shopping experience in stores and the professional and impartial national evaluation process to select high-quality service providers and professionals.

 

 

Received awards in the Best Service in Taiwan evaluation in 2018

Received awards in the Best Service in Taiwan evaluation in 2020

Received awards in the Best Service in Taiwan evaluation in 2021

Received awards in the Best Service in Taiwan evaluation in 2022

Received awards in the Best Service in Taiwan evaluation in 2023

SKM Response to Customer Feedback and Complaints

SKM values the opinions, comments, and requests of all stakeholders. Below is an explanation of our customer feedback channels and customer complaint handling process:

SKM Data on Customer Feedback Channels

Customer Feedback Channels Main Topics 2023 Data on Customer Complaints/Feedback
Toll-free Hotline Complaints, incident reporting, commendations, suggestions, and inquiries 9,224
On-site Service Desks Complaints, incident reporting, commendations, suggestions, and inquiries 1,731
Customer Feedback Forms Complaints, incident reporting, commendations, suggestions, and inquiries 354
Official SKM Website - Customer Feedback Section Complaints, incident reporting, commendations, suggestions, and inquiries 7,346
IoT(Internet of Things) Inquiries 2,404
Letters Complaints and inquiries 20
Others Complaints, incident reporting, commendations, suggestions, and inquiries 136
Total Number of Customer Complaints/Feedbacks in 2023 21,215 

Customer Feedback Channels

Online
Offical website

Customer feedback

Food map

Order record、Contact customer Service

skm online online shopping

1. IOT order question

2. Offical website feedback mailbox

Shopping butler

Customer prodcut inquiry

Offline
On site

1. Front desk

2. Frontline staff

Phone

1. Switchboard

2. 0800 Free line

Comment form

1. Comment form

2. Customer feedback card

Mail

1. Customer letter

2. Government letter

Customer Service Initiatives - Highlights

Highlight I: 2023 Service Quality Enhancement Initiative

In April 2023, SKM held the 19th annual Service Quality Enhancement Program for all employees. This initiative aims to assist colleagues in developing service capabilities, boosting team cohesion, enhancing execution, and fostering innovation. The goal is to improve service knowledge and skills proficiency, ensuring that the service philosophy is implemented in daily operations, thereby providing customers with a superior service experience. We aspire to enhance the spirit and value of physical services, deepen member communication, and increase customer loyalty through various approaches such as promoting smiles, digital activities, and service competitions.

Highlight II: SKM Intelligent Customer Service

SKM Smart Customer Service "Shin Shin" is a chatbot service introduced by SKM on July 11, 2022, available on skm online and the skm app platforms. It is equipped with frequently asked questions and answers about brands, promotional activities, branch information, and general services. With preset automated responses, customers can simply enter keywords or select from recommended answers in the chat window to receive timely responses 24/7. Before Smart Customer Service, most basic inquiries were handled manually and customer service spent a significant amount of time answering repetitive questions. However, with the introduction of automated chatbot responses, customer inquiries are now addressed promptly, allowing SKM to serve more customers. This enables a more effective allocation of customer service personnel and allows them to focus on more complex complaints. The daily capacity of the Smart Customer Service chatbot is equivalent to three human agents. By December 31, 2023, the direct response rate had increased to 81.8%, a 22.6% improvement since its initial implementation. The recognition rate reached as high as 96.3%.

Highlight III: TECS Customer Feedback Management System

Introduced in September 2022, the TECS customer feedback management system can compile feedback from one customer based on their individual records, thereby improving the efficiency of customer feedback management. Before the TECS customer feedback management system, customer feedback was managed on a case-by-case basis, meaning that each individual feedback was treated as a separate case. Retrieving feedback from a specific customer for case analysis was also not a possibility under the former system. With the TECS customer feedback management system, feedback from the same customer will be recorded under their name. Accessing customer profiles will provide an overview of all previous feedback from the customer. This can help SKM clarify and track progress in customer feedback and appoint the same customer service to prevent duplicate work.

Highlight IV: ISO 10002 Customer Satisfaction and Complaints Handling System

SKM first adopted the ISO 10002 Customer Satisfaction and Complaints Handling standards in 2015 and has consistently verified SKM practices to align with new versions of the system over the past eight years. SKM compiles and handles customer complaints in compliance with the 14 guiding principles set forth in ISO 10002:2018 and, in compliance with ISO 10002 guidelines, established standardized customer complaint handling systems in 2015 across all 15 SKM department stores in Taiwan. (With the closure of the Taoyuan Dayou Store in 2023, the number of certified department stores is now 14.) SKM compiles and manages customer complaints and negative customer feedback using the customer complaint handling system within the framework of ISO 10002 principles.