To continuously strengthen our responsible business model, we released the
Yum China Responsible Marketing Policy
in 2022.
We have also established a Marketing Communication Committee,
composed of multiple function teams. The assessment and review
process of the Committee ensures our marketing communication
contents are accurate and legitimate. In addition, we regularly
conduct responsible marketing training for relevant employees to
ensure that they are kept abreast of the latest audit requirements
and relevant law and regulation updates
Yum China attaches great importance to protecting intellectual property (IP) and strictly abides by IP-related laws and regulations. We have tailor-made an IP protection system compatible with Yum China's institutional characteristics to safeguard our brands and reputation. We promptly apply for protection of our IPs and oppose vigorously any infringement of our rights through digital empowerment.
We always put customer satisfaction first, and listen carefully to their opinions through multiple channels, including online surveys, online community panels, focus groups, one-on-one interviews, and offline surveys. We collect and analyze customer feedback from social media and other channels to continuously improve and enhance customer service level.
The Guest Experience Survey (GES) system is one of our customer feedback channels. We use this system to collect customer feedback promptly and use customer ratings as one of the important performance indicators for assessing stores, to encourage them to continuously improve service quality.
In 2022, the system launched the function of uploading and analyzing images provided by our customers, collecting an average of 25,000 images per month, and analyzing this visual data to supplement customers' written feeback. At the same time, with the help of Artificial Intelligence (AI) analysis system, through automatically classify and analyze product issues, we developed customized solutions for customer feedback and improve service quality. When the GES system receives a low rating, our Customer Service Platform (CSP) will be automatically pushed to us for further tracking and follow-up. Customers may also file complaints on the CSP by scanning the QR code provided in restaurants or logging onto our app. We also have established different levels of complaints handling and mediation mechanisms, and formulated clear responsibilities and time standards for complaint handling. We use digital technology to ensure timely responses, rapid handling, and effective resolution to improve the customer experience.
Yum China places significant importance on digitalization as a
vital driver for supporting our business's resilience and
long-term development, and strives to construct a robust digital
ecosystem.
We continuously invest in industry-leading digital infrastructure
to reinforce our business moat and have inaugurated a Digital R&D
Centers with offices in Shanghai, Nanjing, and Xi'an. Our
dedication to exploring and implementing innovative digital
technologies, such as big data, AI, and intelligent interaction,
remains steadfast. These technologies are fully integrated into
our business scenarios to optimize customer experience and promote
sustainable business growth.
and Products
To improve Super Apps, mini programs and membership programs to provide higher quality service and customer experience
To upgrade systems and tools for more efficient operations and decision making, such as our digital tools for restaurant general managers, 'Pocket Manager' and 'Super Brain'.
To further optimize delivery order queuing, trade zones, and rider routing
To enhance food safety and streamline operations from farm to fork
In addition, we strive to constantly transform the traditional perception of the restaurant industry and redefine a new generation of restaurants with digital tools and technologies. Our primary focus is to leverage these tools to improve our operational efficiency. We launched the 'smart delivery in earnings' system in 2022, which adjusts the delivery range of individual restaurants based on their operating hours to maximize delivery efficiency. KFC also recently launched a smart order system, effectively reducing customer waiting times.
Mechanism
Platform
System
Yum China Compliance Oversight Committee (the "Compliance Committee") is responsible for assisting the Board and Audit Committee in overseeing the Company’s cybersecurity risks. The Compliance Committee meets regularly to discuss legal and regulatory developments on cybersecurity, assess the Company's emerging cybersecurity risks and mitigation plans, and determine strategy to promote cybersecurity compliance.