Customers | Partners | Swire Properties SD Report 2020

Data Management and Protection Policy (Customer Data)

HKEX KPI B6.5

We are committed to protecting the privacy of our customers. Our Data Management and Protection Policy (Customer Data) covers our operations in Hong Kong and the Chinese mainland. This policy provides guidance on the handling of customer data throughout the data life cycle and ensuring compliance with the relevant laws and regulations, including the Personal Data (Privacy) Ordinance in Hong Kong, the Cyber Security Law in the Chinese mainland and the European Union General Data Protection Regulation.

Under this policy, our employees are required to comply with internal guidelines covering the collection, processing, transfer, retention, and disposal of customers’ personal data. We also include data protection obligations in contracts with third-party data processors.

Retail Customers

We obtain feedback from customers visiting our major retail properties through annual customer surveys and through mystery shopper programmes. We conducted three types of marketing research in 2020.

Shopper Sentiment Research

Conducted in our Chinese mainland properties, we collected and analysed customer comments and suggestions from an online source. Nine areas were investigated: parking lots, toilets, supporting facilities, guide systems, shopping mall services, member services, overall shopping environment, brands, and marketing activities. Most of the participants were either shoppers at our properties who posted their comments online or public-facing mall staff.

The survey was robust, with 13,173 opinions analysed, 95% of which were positive. The malls' management teams will make improvements based on the analysed results.

Mystery Shopper Programme

Our annual Mystery Shopper Programme (MSP) is usually conducted twice a year. This year’s MSP evaluated the performance of customer service officers in our malls, identifying their strengths and weaknesses and providing actionable recommendations for better customer service and experience. The mystery shoppers themselves were trained and arranged by our partner agency, and the results were presented as scores in different evaluation areas along with written reports from the mystery shoppers.

Annual Shopper Research

As usual, this year’s programme was conducted at all eight Swire Properties malls. The research programme consisted of two components: an exit interview and an online branding study, aiming to identify shopper profiles, determine the presence and predisposition of mall brands, and understand customer needs at individual malls in order to create actionable insights from both marketing and leasing perspectives. Shoppers from competing malls were also interviewed, establishing comparisons with our performance. Participants included real shoppers in the malls and also interviewers from an agency. The findings from this research will help us gauge the performance of malls and provide actionable insights for both marketing and leasing.

2020 Customer Surveys

Over 0

Shoppers

0 %

Coverage of our major retail properties in Hong Kong and the Chinese mainland and a number of their competitors

0 %

Response ratings were between “excellent” and “good”

Virtual Comment Box

In April 2020, we launched a virtual comment box at our Pacific Place Three office tower. Involving a series of QR code stickers that invited visitors to provide feedback and suggestions, the virtual comment box gathered suggestions that allowed us to act immediately on such issues as heating, air conditioning and turnstile malfunctions. In February 2021, an upgraded system with location-tracked QR codes was launched in Three Pacific Place, 28 Hennessy Road, Pacific Place Mall, and Cambridge House.

Hotel Guests

In our hotel operations, we collect hotel guest feedback through our specifically designed mobile application to ensure high levels of customer satisfaction with our hotel facilities and services.

EAST Hong Kong has established a hotel guest survey platform which asks hotel guests to answer short questions when they sign into the hotel wireless internet service. This survey provides valuable data that will help us continuously improve our hotel guest experience.

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Owners, Occupiers and Residents

We continue to develop residential projects in Hong Kong and other locations. While some of these projects have been developed for sale, others continue to be managed by the Company.

Suppliers

We work closely with a wide range of suppliers, including architects, designers, consultants, service providers, contractors, and vendors.

Tenants

We work closely with our commercial tenants to help them integrate sustainability practices into their operations.