Toshiba Group sets targets in accordance with the CS Promotion Policy and implements a PDCA (Plan-Do-Check-Act) cycle for continuous improvement of customer satisfaction. It conducts a CS survey of corporate customers and CS survey of individual customers once every year to solicit opinions.

Reinforcement of Efforts

In order to further enhance customer satisfaction, Toshiba Group strives to reinforce the efforts to effectively utilize the voice of customers.

Conduct survey and analyze results

• Based on the periodical survey conducted every year (for corporate customers in June and for individual customers in March), the positioning of Toshiba against other competitors as well as the changes in the voice of customers are constantly examined, and strategies and measures for improvement are formulated. (surveys conducted as of May 2009 : 4 times for corporate customers and 4 times for individual customers)

Share the survey results and ensure penetration

• Chief Business, Marketing and Technology Executives gather to share the survey results in their department and to ensure that the voice of customers is widely and thoroughly penetrated.
• For issues which are common to the entire Group, a cross-functional project is set up to implement the improvement activities.

Formulate and implement improvement activities

• Survey of Corporate Customers: For customers providing continuous and strict feedback, improvement measures are formulated without fail. From onward, the structure will be further reinforced to achieve improvement activities.
• Survey of Individual Customers: Based on the voice of the customers who also use competitors products, the strengths and weaknesses of Toshiba products can be analyzed to better understand the needs of the customers and help in product development.

Assess activities

• A self-assessment of the improvement measures of the past 1 year was conducted against the survey results. As a result, the issues appear highlighted so that more effective measures can be implemented.

CS Survey of corporate customers

Survey subjects	Corporate customers that use Toshiba's products and services
Survey items	Rating of the degree of satisfaction with products and services, sales & marketing, maintenance systems, etc. and requests

Survey Results

In fiscal 2008, we received responses from over 1,700 people representing 370 corporate customers, and executed the results of response analysis to improve sales and marketing, products and services, as well as in better provision of information to customers. In addition, about 60% of the respondents provided us with a total of 2,341 opinions and requests.

Composition of Contents of Opinions and Requests FY 2007 Survey Results FY 2008 Survey Results

Concrete opinions and requests

In respect to sales activities

• Provision and exchange of information on industry and technology trends should be increased.
• Quick response in the event of trouble is desirable.
• Proactive provision of proposals and advice on environmentally conscious energy-saving products is desirable.
• Technological proposals and information regarding value-for-money products at the real time are desirable.

In respect to products and technologies

• Proposal of new technologies and commercialization of unique products are desirable.
• Toshiba should strengthen development of energy-saving products.

In respect to delivery and production

• Toshiba should put in place systems and procedures to ensure delivery on time.
• Regular information regarding the time when factories are particularly busy is desirable.

Other

• Quick response to requests for maintenance and provision of adequate employees for the same are requested.
• Flexibility in setting of prices according to the location is desirable.
• Proposals involving environmental considerations (from now onward being the age of the environment) are desirable.

Activities based on the survey results

Based on the survey results for fiscal 2008, about 368 improvement measures were formulated throughout Toshiba Group and are being implemented.

Case Study: Emphasis on providing suggestions and proposals

At Toshiba semi-conductor business unit, in order to respond to the demand to generate better proposals, emphasis is laid on not only on proposals for individual product items but also the total system from a mid -and long-term perspective. Based on the survey results, corrective measures are being implemented for various internal projects, such as practical technology functional enhancement project for system units as well as the new business projects from a mid-and long-term view.

Case Study: Improvement of maintenance service systems (continuous)

In order to respond to the need for improvement of maintenance services, which had been pointed out by our customers for some time, we reviewed the maintenance service systems. In view of the shortage of personnel at a particular factory, personnel exclusively engaged in maintenance were assigned. Also, in order to eliminate any delay in communication of the progress to customers, periodic exchange of information between the sales operations and the factory was made a compulsory practice. As a result, we have received a high evaluation from customers.

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CS Survey of Individual Customers

Survey targets	Individual customers purchasing Toshiba products Individual customers considering to purchase Toshiba products
Survey items	Rating of the degree of satisfaction with products and services and free comments, etc.

Survey Results

In 2009 also, we figured out issues requiring improvement based on the voice of customer identified through the Toshiba Group CS survey (VOC survey) conducted every March and CS surveys according to products and implemented the improvement activities.

Activities based on survey results

Case Study: Improvement of a user's manual (continuous)

Appealing cover page

Easy-to-understand display of inquiries on the content list

IH Cooking heater BHP-V731S/V631S

Based on the know-how gained from the cross-functional project in fiscal 2007 to improve user manual for HDD & DVD, Toshiba is also working to improve the same for other products. In the CS survey conducted in March 2009, we inquired about customer satisfaction regarding the user manual for each product. We also participated in the contest conducted by external specialist organizations (competing for 5 products in fiscal 2009). By periodically reviewing the outcomes of these improvement efforts, we aim to develop user manuals which are easy-to-understand.