Customers' Feedback New Service - TSMC's Magic Mirror
  
In ancient Chinese wisdom, there are three types of mirrors, each with its own distinct purpose. A bronze mirror reflects appearance so people dress properly. A history mirror reminds people of lessons learned and an advisory mirror identifies shortcomings so people can correct their behavior.


Since 1996, TSMC has employed its own mirror, the Annual Customer Satisfaction Survey (ACSS), which reflects how our customers perceive the company and what they expect and experience in all dimensions of foundry service.


Note: measured on a 7-point scale

 


In 2003, TSMC initiated special improvement projects in response to customers' ACSS feedback, including upgraded CyberShuttleSM efficiency, improved TSMC-Online user-friendliness and data accuracy, and an enhanced overall service capability.

TSMC's efforts in 2004 were a direct result of what we learned from the 2003 ACSS survey, and how those findings compared with prior years. The figure compares 2003 and 2004 ACSS scores in selected categories. Solid colored circles represent 2004 results. Dotted line circles represent 2003 ACSS scores. The vertical axis assesses customer satisfaction; the higher the circles, the higher the level of customer satisfaction. The horizontal axis measures the gap between TSMC and our "next competitors". Circles located on the right side depict a large gap between TSMC and our nearest follower.

In the graph, customers rated TSMC's CyberShuttle service as having improved significantly, in comparison to our nearest competitor. Our ability to provide "premium service" and the quality of e-Commerce improved modestly. As a result of this follow up service, TSMC identified additional programs to improve our service agenda, such as our risk management services. This new program, designed for customers engaged in the early-stages of advanced technology development at 65nm and below, reduces the gap between packaging and product qualifications, thus aligning technology development with customers' expectations.

Starting in 2005, TSMC will pull forward the ACSS survey period from March to January so that results can be obtained in time for corporate performance evaluations. In other words, customer satisfaction with every TSMC department is so important to us, that it will be incorporated into each function's annual performance appraisal.

By linking all ACSS issues with the appropriate TSMC organizations, each function sees how it is viewed through the eyes of the customer, and how it can improve accordingly. By comparing each year's ACSS results with prior years, we can see how far we have come and where we still need to improve. Over time, we hope customers will see changes that enhance their experience working with TSMC.

Although TSMC takes a serious look in the mirror just once a year, we want all of our customers to know that they can approach us anytime with feedback on how we can better serve their needs.

Please send your comments or questions to service@tsmc.com.