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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.

  1. We provide products, systems and services that are safe and reliable.
  2. We respond to requests and inquiries from customers sincerely, rapidly and appropriately.
  3. We value the voice of customers and endeavor to develop and improve products, systems and services to deliver customer satisfaction.
  4. We provide appropriate information to customers.
  5. We protect personal data provided by customers.

Toshiba Group Standards of Conduct Chapter 1 1.Customer Satisfaction

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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.

Contact Center Enhancement WG

Members: Over 30 Contact centers of Group companies in Japan
Activity: Implementation of measures to enhance the quality of Contact Center services.

Activity: Implementation of measures to enhance the quality of Contact Center services.

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

Customer Satisfaction (CS) Promotion Structure

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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.

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

Toshiba Group's CS Promotion Cycle

Conduct surveys and analyze the results

Based on the periodic survey conducted every year, the positioning of Toshiba against other competitors as well as changes in VOC are constantly examined, and strategies and measures for improvement are formulated. (Surveys have been conducted eight times as of June 2013.)
To develop strategies suited to the needs of emerging economies, we have enhanced our surveys of individual customers in developing countries since 2011 in order to develop products and sales strategies that meet local needs.

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 one year was conducted against the survey results. As a result, the issues appear highlighted so that more effective measures can be implemented.

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CS Survey of Corporate Customers

Survey respondents Corporate customers of Toshiba's products and services
Survey items Evaluation of the degree of satisfaction with regard to Toshiba products, sales activities, and maintenance and repair services
Other customer requests related to the above

Survey Results

In FY2012, we received responses from approximately 2,700 people representing over 850 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, we received a total of 4,157 opinions and requests. As a result, a total of Group-wide improvements plans are being promoted upon analysis of such opinions and requests.

FY2011 Survey Results

FY2011 Survey Results

FY2012 Survey Results

FY2012 Survey Results

Opinions and Requests

Sales & Marketing

Request to provide proposals that meet our needs on timely manner
Request to provide ground-breaking proposals for the future
Desirable if sales people possess technical skills
Desirable to have speedy information on new products and technological trends
Request better coordination with technical and maintenance divisions
Regular visits are desirable

Technology & Product

Request 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


Desirable to provide an easy explanation of the basis of calculation of quotations
Request that the costs include the running costs as well as the innitial cost

Maintenance & Repair Service

Request for improvements on service maintenance menu and other remediation in response to customer needs
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

Strengthen Providing Suggestions and Proposals

At Toshiba Semiconductor & Storage Products Company, we have established an expert organization within the company’s sales division in order to strengthen our system proposal capabilities. This organization serves as a customer service desk and provides technical information and proposals. The new system enables us to enhance marketing functions and to make proposals regarding high value-added systems that coordinate across all product areas.

Enhancement of Maintenance & Repair Service

Post-installation maintenance service is critically important in the social infrastructure business. In order to meet customers’ various needs for maintenance services, all related divisions, including sales, engineering, quality, and customer service, are working together to make improvements.

Reinforcement of the Structure for Executing Improvement Measures

At our transportation systems business unit, in order to strengthen CS activities, we share survey feedbacks not only with corporate divisions but also with Group companies in change of maintenance and repair services. and with our distributors relevant to the business unit, having all of the concerned parties involved in the corrective action process. In FY2012, we shared the details of opinions and requests raised by the customers with our distributors.

Reinforcement of the Structure for Executing Improvement Measures

At Toshiba Information Equipments Co., Ltd., since FY2012 we have significantly expanded the scope of surveys in order to reflect the opinions and requests of more customers in our services. All related divisions of the company share survey results in order to provide services that meet customers’ needs in all areas of the PC and systems solution business.

CS Survey of Individual Customers

Survey respondents Individual customers who purchased Toshiba products
Individual customers considering to purchase Toshiba products
Survey items Evaluation of the degree of satisfaction with regard to Toshiba products and services
General comments from customers

Overseas CS Surveys

In an effort to make improvements based on VOC, Toshiba Group continuously conducts nationwide CS surveys (VOC surveys). In FY2012, we conducted VOC surveys on the use of home appliances and living conditions in several emerging economies. We received responses from approximately 200 households in metropolitan areas, from among which we chose 20 households to conduct personal interviews. Survey results are analyzed and shared among related divisions in Japan and overseas to develop product planning and sales promotion strategies. Related divisions will discuss the target countries and timing for future VOC surveys.

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Policy for Customer Information Protection

Purpose of Personal
Information Use

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.

Intended Use of Personal Data

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