2012 Corporate Social Responsibility Report - UMC

2.5 Competitive Customer Service
UMC is a leading semiconductor foundry that provides
advanced process technology and manufacturing,
covering all major IC industry applications. UMC strives
to satisfy customers’ demand, offering professional
service based on customer needs. We think from our
customers’ point of view, act upon their requirements,
and provide comprehensive service to fully satisfy our
customers and achieve sustainable development.
2.5.1 Enhance service quality and customer
satisfaction
Since its establishment, UMC has set customer
satisfaction as its top priority and long-term goal, which
builds UMC’s core values of being customer centric. We
put customer needs as our top priority when offering
services and products, and provide comprehensive
solutions to satisfy customer demand. UMC has built an
online service platform, My UMC, to provide complete
and real-time supply chain information, including
manufacturing progress for customer wafers, search of
shipment date, product quality data, and engineering
analysis capability.
2.5.2 Improvement of customer satisfaction
UMC receives customers’ satisfaction feedback through
annual, biannual or seasonal scorecards. UMC identifies
areas of improvement from this feedback and offers
immediate and effective improvement to continuously
enhance customer satisfaction.
Through this customer scorecard program, UMC
understands customers' needs and satisfaction levels.
This timely information helps UMC to obtain more
immediate feedback on customers' requirements. UMC
communicates with customers through meetings in order
to proper reply to customers’ needs. Product quality and
timely delivery are listed as important items for internal
performance evaluation. This helps UMC to further
improve its customer satisfaction and achieve win-win
results.
From the scorecard results, we continuously enhance our
efforts to improve customer satisfaction. Furthermore,
UMC's performance and contribution is recognized by
customers, with UMC being awarded Best Supplier from
customers year after year. We would like to take the
latest award as an example. UMC received the "Best
Supplier Award" from Lantiq for 2012. Dominik Bilo, COO
of Lantiq, said, "UMC is an extremely valuable partner
for our fabless strategy and is producing a large portion
of our wafer demand. Their high-tech expertise and
mature processes are very important to secure the basis
for flawless products. I anticipate a continued fruitful
relationship with them as we continue to pursue new
collaborative activities."
Those awards demonstrate not only customers’
appreciation of UMC’s service and quality but also the
good relationship based on interaction and cooperation.
It has also developed an online complaint platform,
Voice of Customer (VOC), allowing customers to submit
requests, opinions, or suggestions for UMC’s services
or products. A dedicated team will distribute, handle
and reply to customers’ inquiries. Customers can check
the handling progress online. For UMC, VOC is a great
tool that transforms customers’ need into concrete
action, helping to continuously enhance service quality
and competitiveness in order to meet our final goal of
customer satisfaction.
UMC 2012 Corporate Social Responsibility Report
P.25