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| When realizing the products and services, COSCO's subsidiaries establish effective formulation and issuing procedures for product and service information according to clients' needs, sharing information on products and services with clients through prompt, safe and effective communication channels, such as shipping companies' schedules, routes, arrival and departure time, freight price and cabins. They also set up the mechanism of customer satisfaction, conducting the customer satisfaction surveys regularly, understanding the needs of clients, listening to clients' ideas and suggestions, analyzing the reasons for the problems and formulating corresponding measures for improvement. |
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| COSCO Group continues regulating the methods and the requirements for the indicator statistics by establishing the statistic systems for transportation, providing timely and accurate data for both internal and external clients of COSCO Group while offering clients more considerate services through timely altering and modifying related indicators according to the actual needs of the internal and external development. In 2006, no events because of the breach of related laws and regulations as well as the self-discipline behaviors on information and logo of products and services had ever happened to COSCO. |
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| (1) COSCO Container Lines introduces IRIS-2 system to manage information of products and services |
| The company introduces the IRIS-2 system to implement the full control over product information logo. IRIS-2 (Integrated Regional Information System) is an application system that integrate business process, cargo transport and customer profiles. IRIS-2 can record the company's container business operation information in the world in a real-time way, and then save the information into the centralized database to enable the information sharing worldwide. The main functions of the core system of IRIS-2 consist of basic information and business operation. The basic information includes the following information modules: geographical information, organizational structure, client archive, supplier archive, freight rate, supplier rate, schedule, transportation path and client agreement; the business operation consists of such modules as booking shipping space, export documents, import documents, work order operation, space allocation and financial settlement. |
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(2) COSCO Container Lines conducts the customer satisfaction index surveys
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COSCO Container Lines conducted the evaluation and the analysis on the customer satisfaction index (CSI) survey in 2006 following its first CSI survey in 2005, in a move to further improve the company's service quality and build the brand of COSCO Container Lines. This survey targeted customers and some shipping companies in eight service regions, namely Dalian, Shanghai, Qingdao, Tianjin, Xiamen, South China, Wuhan and Beijing. The survey covered the following eight shipping lines: North American shipping line, Europe-Mediterranean sea shipping line, South Africa-South America shipping line, Gulf, Australia-Singapore shipping line, China-Japan shipping line, near-sea shipping line and internal trading shipping line. The evaluation of the survey adopts the evaluation model of ACSI (American Customer Satisfaction Index), which is being promoted by many countries due to its reasonability and practicality. The survey received 784 effective samples. According to the survey result, the CSI was 75.88 (based on the òIndexó of the universal CSI evolution model in the world). |
It can be seen the quality expectation index ranked fourth compared with other indexes. This index reflects, to a certain degree, customer's recognition for the company's previous performance in service quality and the expectation for the future development. The quality expectation can also affect the customer's satisfaction and loyalty to a certain degree. According to the survey result, the company's previous performance and brand promotion have deeply impressed clients. However, it is still an important task for the company on how to further expand the influence of COSCO Container Lines in consumers.
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The quality perception index ranked 3rd, higher than that of the quality expectation index. It indicates that customers' recognition for the company's service quality and service level is higher than the original expectation. |
Compared with other indexes, the value perception index was the poorest one, showing that customers' satisfaction with the company's service quality and service level is lower from the perspectives of òquality/price ratioó (quality with decided prices) and òprice/quality ratioó (price with decided quality). |
The customer complaint index ranked 5th, indicating that customers are not very satisfied with the customers' service quality and service level. |
The customer loyalty index ranked first, and the direct variables of this index are the òpossibility to accept the services once againó and the òpossibility of recommendationó. This index is of great importance to enterprises, because only maintaining and constantly improving the customer loyalty and the market share can the products be always in a leading position. During the evaluation, this index was obviously affected by quality perception, value perception and customer satisfaction indexes. What should be noted is that the company's high score in customer loyalty index is greatly related to the company's leading position in the industry. Because customers have fewer choices, the òpossibility of accepting the services once againó and the òpossibility to recommendó are high. The company should know well about this point. |
| Compared with 2005, the scores of five variables except the customer loyalty were raised to a certain degree, especially that the score of the comprehensive CSI was significantly raised. |
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