Customer Relationship Management and Responsibility

Importance

The Company recognizes that customers are at the heart of its business and a key driver of sustainable growth. Accordingly, the Company is committed to delivering high-quality products and services while creating a superior customer experience through a diverse portfolio of technology products, professional advice from knowledgeable employees, efficient after-sales services, and active engagement with customers to understand their needs and expectations.
The Company values customer feedback and continuously leverages insights from customer engagement to enhance its products, services, and operational performance, with the aim of strengthening customer trust, satisfaction, and long-term relationships.

Mission

Deliver quality products and services that consistently meet customer expectations.
Enhance customer satisfaction and foster long-term trust and loyalty.
Strengthen customer feedback mechanisms and grievance management processes.
Safeguard customer data and ensure the confidentiality, integrity, and security of information.
Promote a customer-centric culture and build sustainable relationships through service excellence.

Targets

≥90% customer satisfaction rate for printer business customers by 2026.
≥90% customer satisfaction rate for corporate and government customers by 2026.
Zero material personal data breach incidents.
Continuous improvement in customer experience and service quality.
Enhanced customer engagement and feedback mechanisms.
Strengthened customer trust through a customer-centric approach.

Key Performance Highlights

Performance Indicators	2023	2024	2025	Target
Customer Satisfaction Rate – Printer Business Customers (%)	80	80	83.64	≥90% by 2026
Customer Satisfaction Rate – Corporate and Government Customers (%)	87	87	95.05	≥90% by 2026
Material Customer Personal Data Breach Incidents (Cases)	0	0	0	Zero cases

Supporting the Sustainable Development Goals (SDGs)

Decent Work and Economic Growth

Responsible Consumption and Production

Peace, Justice and Strong Institutions

Partnerships for the Goals

Governance Structure
Board of Directors	Oversees the Company’s overall business direction and sustainability strategy, including responsible business practices that take into consideration customers and other stakeholders.
Risk Management Committee	Oversees and monitors customer-related risks and establishes appropriate risk management approaches and mitigation measures.
Audit Committee	Oversees the adequacy of internal control systems and compliance with laws and regulations relating to customers and data protection.
Marketing Division	Develops marketing strategies and monitors performance relating to marketing activities and customer relationship management.
Customer Relationship Management Department	Manages customer relationships, handles complaints, conducts customer satisfaction surveys, and continuously enhances the customer experience.

Management Approach

Process	Implementation Approach
1. Customer Feedback and Engagement	Conduct customer satisfaction surveys and gather feedback through various channels, including the Company’s website, retail branches, and customer service center.
2. Complaint Management	Establish complaint handling channels and systematically monitor and follow up on corrective actions and resolutions.
3. Service Quality Enhancement	Continuously improve service standards and strengthen employees’ capabilities to enhance the overall customer experience.
4. Customer Data Protection	Protect customers’ personal data in accordance with applicable laws, regulations, and the Company’s policies and standards.
5. Monitoring and Continuous Improvement	Analyze customer data and feedback to continuously improve products, services, and business processes.