Customer Relationships

At Chroma, we firmly believe that truth is the core of measurement and that trust is the cornerstone of customer relationships. Every piece of customer feedback is essential nourishment for Chroma's growth and for refining customer relationships. Through irregular business visits, regular internal quality and review meetings, and an annual customer satisfaction survey, we gain an in-depth understanding of customers' needs and opinions across multiple dimensions. These insights are analyzed and reviewed to guide subsequent improvements.

Chroma ATE Inc. has operating locations in Europe, America, Japan, South Korea, China and Southeast Asia, with more than 56 locations and 119 agents on five continents around the world. It uses innovative technologies to provide customers with higher added value and services to meet customer needs. From marketing, business consulting, product sales, installation, and training, to after-sales technical support, instrument calibration, and on-site operation and maintenance, Chroma provides a diverse, multi-faceted, and transparent communication channel. In terms of physical interaction: local Chroma Day events, exhibitions, seminars, academia-industry cooperation activities, and business visits, etc. The digital platform has an even wider reach, including the global official website, official app, Virtual Chroma online exhibitions, webinars, social media, video platforms, online customer service. Conference calls or emails enable real-time feedback to customer needs and related quality issues, ensuring that problems raised by customers are addressed with appropriate solutions. Through a systematic management mechanism, Chroma integrates customer contact and service processes, thereby enhancing information transparency, improving response efficiency, and strengthening overall customer relationship management performance.

Customer Relationship Management (CRM)

The Company has independently developed a customer relationship management (CRM) system and established an information feedback mechanism to enable timely, accurate, and prompt responses to product optimization and service improvement. Through digital information integration, the Company has strengthened customer relationships and operational resilience.

Main Practices:

Domestic and overseas sales teams regularly record customer visit and interaction (call reports) in the CRM.
Document business opportunity information, including progress, requirements, proposals, technical support, and after-sales feedback.
The system automatically shares the information via group email with stakeholders, such as R&D, PM, sales, and customer service teams.

Customer Management Benefits:

Real-time understanding of customer needs and issues
Shorten response and support times.
Enhance service consistency and customer satisfaction.

ESG Sustainability Contribution:

S: Enhance customer service quality and trust
G: Improve information transparency and cross-departmental cooperation

Agent Management

Chroma has independently developed the Chroma Agent Management System (CAMS), providing uninterrupted cloud services to enhance global partnerships and accelerate the expansion of overseas markets through the digital management of distribution channels, thereby creating a transparent and mutually beneficial ecosystem.

Management Processes

Operation of the Chroma Agent Reporting Platform

Report potential business opportunities in real time and identify regional market characteristics and customer needs.

Customer satisfaction survey

To obtain a more objective understanding of customer satisfaction, the Corporate Marketing Center conducts customer satisfaction surveys across four dimensions―products, marketing activities, sales personnel, and after-sales service― in four languages: Traditional Chinese, Simplified Chinese, English, and Japanese.

Annually, Chroma conducts a customer satisfaction survey covering quality, marketing activity, salesperson, after-sales service, aiming to provide higher-quality and more stable services. In 2025, a total of 1,989 questionnaires were sent out, with 378 responses received, of which 352 were valid, representing a 19% response rate. The overall customer satisfaction survey result for 2025 was "Satisfied," with an average score of 4.44, an increase of 0.10 points compared to 2024. Chroma will continue to follow up on and adjust according to each valuable customer suggestion to better meet customer demands. We aim to turn actual customer feedback into a driving force for enhancing products and services, with the ultimate goal of exceeding customer expectations and building lasting, positive interactions and cooperation with customers.

Customer satisfaction survey process

*Satisfaction is rated on a 5-point scale, with 5 points for very satisfied, 4 points for satisfied, 3 points for average, 2 points for dissatisfied, and 1 point for very dissatisfied.