Customer Relationship Management Mechanism

Customer Feedback and Continuous Improvement Mechanism

- Management Commitments

The Company values feedback from customers and front-line store personnel and regards it as a key source of information for improving service quality, optimizing products, and refining operating processes. To ensure that feedback is received promptly, addressed effectively, and translated into concrete improvement actions, the Company has established a comprehensive customer feedback handling mechanism. Through systematic processes for collection, classification, assignment, tracking, and case closure, the Company continues to foster a customer-oriented culture of continuous improvement.

 

- Feedback Collection and Channels

The Company collects feedback from customers and front-line operations through multiple channels, including an internally developed mobile application used as a store feedback platform. This ensures that feedback from different sources is incorporated into the handling process.

• Store personnel may submit customer feedback through the Frontline Voice feedback platform. Depending on the nature of the issue, feedback is classified as a case for tracking, an operational improvement suggestion, or a matter to be handled independently by the store. This ensures that all customer feedback is properly addressed and used to support improvement.
• Customers may submit feedback through the Product Wish Pool feature on the OPENPOINT APP. Customer opinions are consolidated and assigned to relevant departments for evaluation in connection with product development.

 

- Handling Process

• Daily Review and Issue Identification
  The dedicated handling unit reviews all feedback on a daily basis, identifies material issues, and classifies them by nature, including:
  • Cases for tracking: Issues involving service quality, product quality, customer rights and interests, or operational risks.
  • Operational improvement suggestions: Suggestions that help optimize operating processes or enhance the service experience.
  • Individual store cases: Specific matters that can be handled by individual stores.
• Assignment of Responsibilities and Reply Management
  Cases are assigned to the relevant responsible departments based on issue classification. Department contact persons then conduct internal reviews and provide responses. The Company has established clear response time management standards:
  • If an issue cannot be resolved immediately, the dedicated department must provide an update on handling progress within three days.
  • A complete response or improvement plan must be provided within seven days, or the department must clearly state the expected completion timeline.
• Case Tracking and Management Oversight
  Each week, the dedicated unit consolidates open cases and cases requiring ongoing follow-up, compiles statistics on case handling status by department, and submits the information to management for review. A case may only be closed after the dedicated department has confirmed completion of the required handling actions. For overdue cases, the Company has established internal management and accountability mechanisms to ensure that feedback is not overlooked or delayed.
• Case Closure Confirmation and Continuous Improvement
  After a case has been handled, the dedicated unit confirms case closure. The Company uses the customer feedback collected and the corresponding handling results as a basis for product development, service design, adjustments to store operating processes, and improvements in internal management.
  For customer feedback submitted through the Product Wish Pool on the OPENPOINT APP, once the proposed product is confirmed for launch, a push notification will be sent through the OPENPOINT APP. The consumer whose proposal is successfully adopted will also receive 100 OPENPOINT points. Through nationwide push notifications, the Company enhances interaction with consumers, encourages continued product suggestions, and strengthens the effectiveness of the Product Wish Pool mechanism.

 

Store Feedback Management

Aspect	Specific Measures
Timeliness	The dedicated unit reviews feedback on a daily basis to ensure that issues are identified and handled promptly. Management standards have also been established, requiring an initial response within three days and a complete response within seven days.
Systematic classification	Issues are classified as cases for tracking, suggestions, or individual store cases based on their nature, ensuring that they are handled by the appropriate parties.
Tracking mechanism	Open cases are consolidated and tracked on a weekly basis to ensure that no case is overlooked.
Management oversight	Cases are regularly reported to management to monitor material cases.
Accountability mechanism	Internal management measures are in place for overdue cases to ensure handling efficiency.
Feedback-driven improvement	Consumer feedback is used as a basis for optimizing products, services, and processes.

 

Complaint Handling Process for Products and Services

- General Case Handling Timeline and Intake Process

• Case intake: Once a case is accepted by the Joint Service Center, a work order is immediately generated and entered into the system for tracking.
• Case assignment: The Joint Service Center assigns the case to the responsible department. The responsible unit communicates with the customer and reports the handling process back to the Joint Service Center system for recordkeeping.
• Case closure: The case is closed based on the handling results provided by the responsible unit. (To protect customer privacy and avoid unnecessary disturbance, no telephone satisfaction follow-up is conducted after case closure. If no agreement can be reached after multiple rounds of communication, the Company will proactively guide the customer to seek mediation through an impartial third party and will temporarily close the case in its internal process.)
• Handling timeline: After general cases are accepted, approximately 83% can be resolved online. For the remaining cases, dedicated personnel are expected to contact the customer within three business days for further handling.

 

- Notification Standards for Complex Cases

Explanation of responsibilities: After a case is assigned to the responsible unit, if the issue is complex and cannot be resolved within the prescribed timeline, the responsible contact person will contact the customer to explain the current progress and agree with the customer on the expected timing of the next follow-up.

 

- Case Inquiry Mechanism

• Case number: Once a complaint case is accepted, the system generates a case number and sends a text message to the customer confirming receipt of the complaint case. If the customer makes an inquiry, customer service personnel will provide the case number for subsequent tracking.
• Method of inquiry: Customers may use their original contact information or call the service hotline. After verifying the customer’s identity, the customer service center will assist with inquiries regarding handling progress. For complaints submitted through the complaint form on the official website, the system sends a confirmation message once the case is accepted.

 

Channels that customers can use to request support and give feedback

Channel	Description
Email/online form	Consumers may submit feedback through the dedicated complaint form on the official website or through the dedicated stakeholder mailbox, public@mail.7-11.com.tw. The Company will respond with the progress within three business days. For details, please refer to the Stakeholder section.
Dedicated phone line	The Company has established the Joint Service Center as a complaint channel for internal and external parties to report product and service issues. Consumers may contact the Joint Service Center through its toll-free hotline, 0800-008-711, to submit requests and feedback. For cases accepted by the Joint Service Center, the Center will track subsequent progress until a comprehensive response has been provided to the consumer and the case can be closed. Service hours: Monday to Friday, 08:30–12:00 and 13:00–19:00 (excluding weekends and national holidays)
Smart customer service (AI chatbot)	The OPENPOINT APP provides an AI chatbot to offer consumers round-the-clock service and respond to immediate consumer needs. Through automated processes, the chatbot handles frequently asked questions and responds to basic consumer inquiries. By diverting common and repetitive questions to the AI chatbot, the Company enables human customer service personnel to focus on more complex customer issues.
In person	President Chain Store Corporation places great importance on customer service quality. Through systematic training, the Company strengthens its complaint handling capabilities and enhances employees’ ability to respond to situations and manage customer relationships. The “Complaint Handling and Crisis Response” course emphasizes standardized procedures for in-person communication, as follows: When a customer requires assistance or wishes to provide feedback, store personnel first guide the customer away from the checkout counter, ask other team members to support checkout services for other customers, help calm the customer, and, where appropriate, offer a cup of coffee as a gesture of care. Store personnel allow the customer to fully express their concerns, listen patiently, clarify the facts, and provide solutions or alternatives. They are instructed to slow their pace of speech, use a calm tone, and report the matter to the store manager and district consultant.

 

Customer service improvement mechanisms for disabled or elderly customers

Inclusive Service Mechanism	Description
Portable ramps for accessible and inclusive facilities	For the transition between the arcade area outside stores and the road, most stores have introduced lightweight aluminum portable ramps. These ramps are easy to store and can be installed and removed quickly, allowing wheelchair users to enter and exit stores safely.
Level shopping routes	Most stores have adjusted aisle and shelf spacing to ensure that the width of main aisles meets the requirements for wheelchair turning, while also providing sufficient lighting.
Inclusive checkout and services	For customers with visual impairments or voice communication needs, stores provide support such as coin donation boxes and voice assistance on ibon.
Employment opportunities for persons with disabilities and social welfare	President Chain Store Corporation has long supported service programs for persons with disabilities. The Company has also established the “Good Neighbor Meal Delivery Team” to assist senior citizens living alone and persons with mobility limitations.
Accessible web design	The programming of President Chain Store Corporation’s official website has incorporated certain accessibility principles on its own initiative. Its overall structure includes basic structured and user-friendly design features to improve convenience and accessibility while browsing. Webpage structure and semantics: The HTML code of President Chain Store Corporation’s official website includes basic semantic tags, such as hierarchical headings and list structures, enabling automated screen-reading software to interpret the overall webpage framework. Long-term fixed functional icons: such as the shopping cart, member login, and Facebook link, are provided with basic text strings. Text scalability: The website does not block browser zooming, allowing persons with disabilities and elderly customers to use the browser zoom function, such as Ctrl + +, up to 200% while maintaining readability. Text and layout do not become severely misaligned.