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The Toshiba Group Standards of Conduct and the Toshiba Group Customer Satisfaction Policy state that Toshiba values the voice of customer and strives to provide products, systems and services that deliver customer satisfaction.
At Toshiba Group, everyone involved in product planning, development, quality control, and service, including senior executives, shares the complaints, opinions, and requests concerning products and services that are received in the course of day-to-day business and at call centers by phone or via the internet. This VOC information is fully utilized to improve product quality, repair service and so on.
With regard to frequent inquiries related to Toshiba home appliances such as refrigerator, washing machine, microwave oven, air conditioner, etc. and digital products such as TV, DVD, etc., improvement measures are discussed at the meeting (product-wise basis) periodically held by product planning division and were accordingly executed.
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In 2007, Toshiba Group introduced self-audits concerning sharing and utilization of voice of customer based on the proprietary CS Promotion Checklist. We are working to enhance the quality of our activities by sharing best practices among departments.
Toshiba Group's approach to development and improvement of products, systems and services is thoroughly data-driven based on voice of customer and numerical data.
Case Study: Disclosing VOC of REGZA customers
In-house company of Toshiba Corp., Digital Media Network Company has been executing opinions of customers to enhance the "Omakase Donpisha Kougashitsu" (automatic adjustment of the highest image quality) function and hard drive recording function, and to improve the REGZA Program Guide of our REGZA LCD TVs.
In addition, part of the VOC is disclosed on our website as reference for the selection and use of the products.Case Study:Development of a mammography system minimizing discomfort and anxiety
One reason for the low rate of breast cancer screening using mammography is discomfort and anxiety at the time of screening. To reduce patient discomfort and anxiety, we developed a system that reflects the opinions of radiological technologists and patients.
At Toshiba Medical Systems Corporation, application specialists, who serve as the interface between medical fields and development teams, gather the opinions of medical specialists and patients for execution in product development.
The patient-friendly design based on ergonomic principles, which provides features, such as armrests to cushion the arms (patent pending), use of material conducive to comfort for those portions that come into contact with the body, and rounded contours to help create a relaxed atmosphere, has won numerous design awards in Japan and abroad, including the Good Design Gold Prize 2007, UD Design Award 2008, IF Design Award 2008, and Red Dot Design Award 2008.
Case Study: Rapidly Reflecting Customer Desires in Products and Services
Questionnaire Survey Related to Mobile
Toshiba Corp.' s Mobile Communication Company conducts user questionnaire surveys on the TOSHIBA User Club Site, a dedicated web site for mobile telephone users. The company applies the results of the surveys in many ways-in business plans and in the planning, development and market introduction of products, and to improve quality and service. Because the company uses simple questionnaires transmitted by mobile phone, it sometimes receives several thousand responses in just a few days. This makes possible the timely reflection of customer needs in products and services. Recently, the company conducted a questionnaire survey to study the frequency of mobile phone use according to the place of use.
Case Study:Top Management Listens to the Voice of Customers
In order to realize the management vision to "continually enhance customer satisfaction as the No.1 solutions partner earning the highest evaluation and trust from customers," the company conducts customer satisfaction survey every year. The valuable opinions and requests received from the customers are shared among the concerned, including the people at the managerial level. Based on this, the company is working toward the formulation and policies and measures to enhance customer satisfaction related to quality of sales activities, product, services; and the speedy execution of repair, maintenance and other support activities.
In addition, a Customer Satisfaction Improvement Committee has been formed at each business site and is responsible for executing measures to enhance customer satisfaction. Similarly, a company-wide Customer Satisfaction Improvement Committee, chaired by the president, has been set up to discuss and find solutions to problems shared by the company as a whole.
The Customer Satisfaction Improvement Committee operates on the basis of three rules it has established.
- It is not a venue for business reviews.
- It treats customer satisfaction as an organizational and company issue.
- It is a venue for discussing matters from the standpoint of customer value (satisfaction).
Also, Toshiba Solutions has established a Toshiba IT User Group with the aim of enhancing functions of packaged software products and enhancing operational efficiency of users by executing user opinions in software development.
The Toshiba IT User Group is indispensable for the Generalist® human resources management system. Toshiba Solutions determines the enhancement of the functions of Generalist® based on the results of discussion among users and is committed to implementing the improvements in the version upgrade released every six months.
Diverse information is provided to users on the website for members and by means of email distribution. The annual general meeting of the Toshiba IT User Group, which is attended by members from throughout Japan, features reports on recent activities and Toshiba Solutions' business policies as well as a memorial address.
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