Page 64 - MYM 2015

both internally and externally is the surest way
to demonstrate one’s commitment to customer satisfaction. UNIQLO has set up customer service counters that open every day of the year. Any feedback they receive that requires a response or action is promptly addressed. A Japanese taxi company carefully explains its quality standards to all new drivers and, to ensure that they are observed, regularly conducts customer satisfaction surveys by means of questionnaires left in the taxis. Typical questions are: Did the driver welcome you politely? Did he ask you which route you prefer? Did he remind you not to leave anything behind? Did he say goodbye? Management distributes the
survey results
throughout the
company with
details of customer
perceptions
and actions to
be taken, and
awards the most
customer-conscious
employees.
6. Use Technology to Enhance Cus- tomer Satisfaction
A growing number of Japanese companies are making better
use of technology
in serving their
customers. Kao’s
“ECHO System”
is one of the most
advanced consumer
communication
systems in Japan. The company receives around 150,000 inquiries and opinions from its customers annually, concerning over 1,000 different products.
It provides swift responses to all of them, inputs the consultation into the system and communicates ndings with R&D, production, and marketing and sales. As a result, its consumer communication center enables it to interact directly with consumers and also explore ideas for the development of new products and the improvement of service.
Japan Post has already been using its vast network of post of ces and staff to check on elderly customers and keep families updated about their well-being. It is now teaming up with IBM and Apple to give senior customers iPads and custom apps from IBM. By reminding them
to take medication, monitor diet and exercise, contact a plumber or an electrician, and stay in touch with family,
among others, this smart use of technology will improve the quality of life of millions of customers.
7. Creatively Exceed Customer Expectations
Giving customers more than they expect is the surest way to build their loyalty and your future. As any market- focused company knows, delighted customers are more likely to come back and spread the word about how good your company is. A company can exceed customer expectations only if it clearly understands them in the rst place. At Toyota, listening carefully to the customer is almost a religion. Japanese car owners generally
expect their dealers to x problems
free of charge
until the warranty expires, but now every manufacturer provides this service for the entire life
of the vehicle. Constant creative efforts are also made to enhance customer service in different ways. For example, Toyota is able to deliver a car within one week of receiving the order, thereby exceeding most customers’ expectations about how long they have to wait.
Exceeding customers’ expectations must not be achieved at
the expense of pro tability. An argument often heard
is “If we ask customers what they want, they will ask for the moon and drive us towards bankruptcy.” Nissan found that actually the majority of customers have very reasonable expectations. As suggested by a car specialist, “Not everyone is likely to order a car to be delivered within a week, but if the customer wants it, it can be done.”
Because customers’ expectations continuously change, customer satisfaction and retention must be measured and assessed regularly. Insensitivity to customer’s expectations or a lack of understanding of the market can result in expensive costs for the company. Even
the best Japanese companies have fallen into this trap. For example, until recently Toyota was testing sunroofs 1,000 times at a temperature of minus 35 degrees centigrade. It took some time for the company to realize
64 I October 2015
A major difference
between Japanese and
Western corporations
may be a stronger
emphasis on personal
commitment from both
employees and managers
to customer satisfaction
campaigns, as well as on
greater focus on detail.