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Home > About Toshiba > CSR > CSR Performance > Customers > Enhancement of Customer Satisfaction
Enhancement of Customer Satisfaction
Toshiba Group Customer Satisfaction Policy
Adhering to the Toshiba Group Customer Satisfaction Policy established in 2003, we aim to enhance customer satisfaction (CS) through the provision of safe and innovative products, systems and services as well as through communication with customers.
Toshiba Group Customer Satisfaction Policy
We make the voice of customers the starting point for all ideas and provide products, systems and services that deliver customer satisfaction.
- We provide products, systems and services that are safe and reliable.
- We respond to requests and inquiries from customers sincerely, rapidly and appropriately.
- We value the voice of customers and endeavor to develop and improve products, systems and services to deliver customer satisfaction.
- We provide appropriate information to customers.
- We protect personal data provided by customers.
Toshiba Group's CS Promotion Cycle
CS Promotion Structure
Toshiba's CS promotion structure, established in 2003, was reorganized in 2007 by placing CS Promotion Manager under the CS Promotion Committee in order to accelerate implementation of initiatives designed to enhance customer satisfaction.
For cross-functional activities in accordance with the Toshiba Group Customer Satisfaction Policy, the following working groups (WGs) have been set up.
After-sales Service Enhancement WG
Members: After-sales service sections of group companies in Japan
Activity: Implementation of measures to enhance the quality of after-sales services.
Call Center Enhancement WG
Members: Over 30 call centers of group companies in Japan
Activity: Implementation of measures to enhance the quality of call-center services.
User Support Information Enhancement WG
Members: Corporate staff divisions and divisions of in-house and group companies responsible for providing product information
Activity: Promoting enhancement of information for user support (product and service information on user manuals and websites) based on the VOC survey
Customer Satisfaction (CS) Promotion Structure
Checks and Audits on CS Promotion
We conducted self-audits related to improvement of customer satisfaction by revising the audit checklist based on the guidance of the ISO 26000. Based on the self-audit, we identified the areas requiring improvement for our overseas subsidiaries, such as information disclosure in order to create awareness in customers or make them more informed.
Customer Satisfaction (CS) Survey
Toshiba Group conducts a CS survey (also called Voice of Customer survey) for implementation of a PDCA (Plan-Do-Check-Act) cycle for continuous improvement of customer satisfaction.
Since FY2005, the CS survey has been conducted Group-wide, covering individual and corporate customers to find out their views on Toshiba Group's products, prices, repair services, etc. The findings are shared among the personnel concerned, including senior executives, and executed in activities to enhance CS.
In FY2010, we used the VOC from around 2,500 respondents representing 700 corporate customers for improving our sales activities, product and service offerings, and the quality of information disclosure to our customers. Also, we incorporated the VOC insights obtained from individual customers for improving our products, product websites and manuals.
Reinforcement of Efforts
In order to further enhance customer satisfaction, Toshiba Group strives to reinforce the efforts to effectively utilize the voice of customers.
Toshiba Group's CS Promotion Cycle
- 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 June, 2010-six times for corporate customers and five times for individual customers)
- 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.
- 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.
- A self-assessment of the improvement measures of the past one 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 respondents | Corporate customers that use Toshiba's products and services |
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| Survey items |
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Survey Results
In FY2010, we received responses from over 2,400 people representing 700 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 50% of the respondents provided us with a total of 3,631 opinions and requests. As a result, a total of 472 Group-wide improvements plans are being promoted upon analysis of such opinions and requests.
Composition of Contents of Opinions and Requests
FY2009 Survey Results
FY2010 Survey Results
Concrete Opinions and Requests
Sales & Marketing
- Desirable if salespeople possess technical skills
- Suggest regular visits
- Desirable to have speedy information on new products and technological trends
- Suggest better coordination with technical and maintenance divisions
Technologies & Products
- Suggest that product development be specifically based on consumer needs
- Request to enhance proposals based on advanced technologies
- Request to further enhance product quality and reliability
Delivery & Production
- Desirable to speedily inform the delivery status of goods
- Request better coordination between the sales team and the production team
Prices
- Desirable to provide an easy explanation of the basis of calculation of quotations
Maintenance Services
- Desirable to eliminate the differences in technical levels
- Request for an easy explanation of the details of repair services
Activities Based on the Survey Results
Emphasis on Providing Suggestions and Proposals
At our semiconductor business unit, responding to customer requests in the FY2009 survey, we made special efforts in improving our capabilities for making proposals. As a result, in the FY2010 feedback, we received higher rating as compared to the previous year in customer satisfaction levels with regard to making proposals.
Emphasis on Timely Maintenance Services
At our industrial business unit, the FY2010 survey resulted in feedback such as improvement required in providing timely repair and maintenance services. As a result, Toshiba's sales division in coordination with the industrial business unit considered improvement measures such as increasing the number of maintenance staff and notifying customers of the repair completion schedule.
Reinforcement of the Structure for Executing Improvement Measures
At our transportation systems business unit, since FY2009, we have been providing survey feedbacks to the staff at the representative offices and working closely with them in executing the corrective measures. Also, since FY2010, we started sharing the survey feedbacks not only with the corporate divisions but also with the other divisions relevant to the business unit such that all concerned are involved in the corrective action process.
CS Survey of Individual Customers
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| Survey items |
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Survey Results
In 2011 also, we figured out issues requiring improvement based on the voice of customer (obtained from the Toshiba Group VOC survey conducted every March as well as CS surveys on a product-wise basis) and implemented the improvement measures. We also evaluated the effectiveness of the improvement measures carried out based on the last year's VOC.
Sixth Benchmark Survey on Major Products
The benchmark survey conducted in March 2011 for major Toshiba products such as refrigerators, washing machines, and notebook PCs resulted in comments and requests from over 6,000 customers purchasing Toshiba as well as competitors' products. The results were analyzed to understand Toshiba's strengths and weaknesses in order to lay out improvement plans for product development and sales. Also, the effectiveness of the 44 improvement measures carried out last year based on the VOC has been verified through this survey and the favorable examples have been shared with the relevant divisions.
Activities Based on Survey Results
Toshiba Initiative: Improvement of User Manual
Appealing cover page
Easy-to-understand display of inquiries on the content list page
IH Cooking heater BHP-V731S/V631S
Booklet & Operation Manual “first category”
Based on customer feedback with regard to Toshiba user manual, a cross-divisional working group was formed to act upon the voice of customer. Self-assessment is conducted periodically with regard to the degree of achievement in making improvements. Since FY2009, we also participated in the Japan Manual Contest*, with entries in five product categories and won the outstanding award for the manual of “IH Cooking Heater.”
We shared the examples on the award-winning efforts with other relevant divisions and by analyzing the examples of other companies, we newly formulated 44 improvement measures in FY2011. We will continue to make efforts to create easy-to-use manuals for all our products by utilizing the VOC and creating opportunities for external experts to evaluate our product manuals.
* Annual contest since 1997 by Japan Technical Communicators Association involved in enhancing the technical skills and quality related to developing manuals
Toshiba Initiative: Middle Vegetable Drawer in a Refrigerator
The survey of customers who purchased Toshiba products in 2009 provided many useful suggestions such as the need to improve the capacity of the middle vegetable drawer in a Toshiba refrigerator and to make it easier to use. Based on such feedbacks, Toshiba carried out improvement measures such as increasing the capacity of the drawer, improving ease in pulling the drawer, and making it easy to check the contents inside the drawer. Further, Toshiba enhanced the freshness preservation function of the refrigerator.
As a result, the survey in 2010 showed improvement in the customer satisfaction levels with regard to the vegetable drawer. The 2011 refrigerator models have been launched as “VEGETA” series and aims at providing more comfort to customers.
Policy for Customer Information Protection
Privacy mark
Toshiba clearly states the purpose while using customer personal data and, in principle, obtains direct personal data based on the consent of customers and other individuals. The majority of personal data is basic personal data essential for contacting customers or providing services, such as name, address, telephone number, and email address. The principal purposes of use of personal data with Toshiba are published on the following website.
Toshiba appropriately handles personal data in accordance with internal regulations and rigorously controls personal data using a framework integrated with the data security management structure.
Category Menu
CSR Performance
- Strengtheing CSR Management Based on the Principles of ISO 26000
- FY2010 and Targets & Plans for FY2011
Seven Core Subjects
- Organizational Governance
- Human Rights
- Labor Practices
- The Environment
- Fair Operating Practices
- Customers
- Quality Control
- Ensuring Product Safety
- Information on Product Safety
- Enhancement of Customer Satisfaction
- Response to Customer and Voice of Customer (VOC)
- Universal Design
- Community Involvement and Development
