Our Customers

Being a customer-centric organization, Cebu Holdings Inc. (CHI) believes in giving its customers products with enduring value and services that are always aimed at attaining their ultimate satisfaction.

When CHI’s quality management system was certified to ISO 9001: 2000, the customer was at the center of its quality policy.

Customer Expectations

Our customers require that our products and services:

1. Are of excellent quality, delivered on time, and to their satisfaction, which will enhance the built environment, and are developed or delivered by competent personnel without the attendant environmental and occupational health and safety issues.
2. Comply with laws and regulations.The Company’s integrated management system further defines customer requirements as performance indicators classified according to quality, environment, health and safety standards, and further measured by the balanced scorecard management systems.

Customer Satisfaction

Customer satisfaction measures the strength and performance of the value delivery chain, from the identification of customer needs to value creation and delivery.

The conduct of customer satisfaction surveys requires customization of methodologies and instruments. Marketing, Sales, and Property Management functions serve as the primary interface to customers and therefore are the areas analyzed in surveys.

Internal Customer Satisfaction (ICS)

Working seamlessly as components of the value delivery chain, the Company’s various departments are each others’ internal customers. To gauge the level of satisfaction in terms of coordination, work quality and service delivery, each department designs a survey questionnaire

for its specific internal customers. The ICS for all departments is conducted twice a year through an online system designed by the

Information Systems Department. Results are tabulated and analyzed, and form part of each department’s performance as committed in the departmental Balanced Scorecard.

External Customer Satisfaction (ECS)

The annual ECS survey serves as a tool to identify gaps in terms of property management, marketing and promotions, and specific areas in product quality and service delivery.

1. Newly-acquired customers: Property Buyers Survey
Frequency and Methodology

On an annual basis, an external customer survey is conducted to assess how newly acquired customers give feedback on current products and services. This survey covers everything from collaterals and post-sales service to ratings on the project’s construction and master plan.  Comments from new buyers relating their pre- and post-sales experiences are also compiled annually, gathering feedback on all Company touch points from: a) marketing collaterals;  b) sales/customer service; c) post-sales service (sales administration and documentation; and d) turn-over (product quality, expectation-setting vs. actual product delivered).

The study is conducted via one-on-one interviews, using open-ended questions, allowing the customer to provide more information and discuss further comments and suggestions. The study also provides rating scales to allow the customer to rate satisfaction levels at different touch points.

Other feedback mechanisms include the text feedback system linked to the (Total Customer Satisfaction Management System (TCS- MS) for daily concerns or comments. 

2.  Merchants Satisfaction Survey

To annually measure the effectiveness of the retail business processes, feedback is obtained from merchants of Ayala Center Cebu. The survey generates the satisfaction level of the merchants on the aspects of administration personnel, building facilities, utilities, systems and procedures, marketing and security. 

In 2009, the survey registered a very good rating. However, this was lower than the 2008 rating by one percentage point from 8.03 to 7.84.  This can be attributed to a higher number of respondents and more areas evaluated, compared to the previous year’s survey.  The manner of conducting the survey was done through actual interview and filling up of the forms that were collected immediately after the interview.  This helped in screening respondents and ensuring that only merchants or owners and managers or supervisors are eligible to be respondents of the survey.  Prior to this, the questionnaires were mailed to respondents.  The survey is conducted every December to determine the level of satisfaction of the merchants on the services, mall offerings and support extended to them by the Retail Business Group (RBG).

3.  Shoppers Satisfaction Survey

The survey generates the satisfaction levels of the shoppers on the aspects of mall facilities, marketing activities, product offerings and mall personnel. 

The rating achieved in 2009 was an impressive 8.34 percent, a 7.8-percent improvement from the previous year’s 7.73 percent.  The manner of conducting the survey was also improved to include an actual interview and visit to all the facilities.  A new  set of criteria and specific questions for each facility were added to the survey questionnaires. The respondents were also provided the opportunity to openly discuss their concerns and suggestions.  This has helped the team identify improvements on certain facilities.

Customer Feedback Management

The Total Customer Satisfaction Management System (TCS-MS) implemented since 2003 has continually evolved to aid users in the recording, deployment, monitoring  and archiving of customer complaints.

Feature enhancements include deployment tracking and case acceptance by persons responsible to address complaints, with the data to specify dates the complaints were deployed, received and responded to.   Case updating in the current improved system includes visuals or images attached to the text updates.  Other enhancements were done on the reports generation system, further segregating complaints according to project or period.

The continuing implementation of the text feedback system, which is linked to the TCS-MS, has  generated faster  and better customer response, especially in the mall where customer traffic is highest. 

In 2009, total complaints recorded dropped by 28 percent, compared to  2008 levels. Within-the-day resolution rate was maintained at 63 percent of the total complaints recorded.