Improving Customer Satisfaction
Philosophy on Realizing Customer Satisfaction
At Yamaha, we do our utmost to develop, manufacture, and sell the type of leading products that delight and satisfy our customers.
Aiming to Realize a Truly Customer-Oriented Stance
The Yamaha Group declares a customer-oriented approach in its corporate philosophy. A card explaining the need to implement this approach in the course of daily activities is distributed to every employee.
Aiming for Products that Satisfy Customers
The Yamaha Group has created a Quality Assurance Officers Committee that consists of staff responsible for quality management in our operating and sales departments. We have set up the CS Subcommittee which forms a part of several subordinate Quality Enhancement Subcommittees.
The CS Subcommittee promotes research with a main emphasis on creating planning and design systems that realize products that satisfy customers. At present, efforts are being made to plan and design products in accord with the concept of considering every person from every angle, which is based on the idea of universal design.
Sharing and Using Customer Feedback
The Yamaha Group works to make effective use of our customer relationship management system in order to reflect customer opinion in products and services with the aim of enhancing customer satisfaction.
In Japan, we collect in a database then collate and analyze opinions and requests from customers in our customer support department, discussing the results in monthly meetings attended by product development and quality assurance managers from each business division. In fiscal 2010, we established a system to visualize VOC (Voice of Customer), which shares information on customer opinion and requests internally in real time, and started operating the system in fiscal 2011. As a result, we have been able to better use this information in related sales and product development activities, rapidly reflecting customer feedback in our business models.
Our creation of this VOC visualization system has been recognized with an award in the technology division of the Contact Center Awards 2012, administered by the computer telephony editorial department of Ric Telecom, Inc.
Overall Image of VOC Visualization
Yamaha Corporation AV Products Division analyzes the opinion of users regarding its product manuals using a text mining tool*1, and has made improvements in line with this feedback. In order to meet the different demands of general users without any particularly special knowledge and users with specialist knowledge that have mastered the sophisticated functions, the AV Products Division has shifted to two distinct types of manual – a illustration-heavy quick guide and a detailed manual with exceptional search-ability.
Going forward, Yamaha will further develop the system to make VOC more visible and utilize tools such as text mining to build in customer opinion to product development in even more detail.
- *1 Text mining refers to an analytical method for text data in which ordinary text is analyzed and useful information extracted.
The Yamaha Group always focuses on product development from the customer's point of view. As part of these efforts, we conduct usability tests*2 with the aim of improving the user-friendliness of our products and making manuals easier to understand, and we conduct product evaluations with the cooperation of actual customers. Results are reflected in our product specifications and manuals. In particular, it is important whether or not the operating procedures and manuals are easy to use for customers since products with an electric or electronic structure such as digital instruments, AV devices and PA products have various functions not found in acoustic instruments.
The development and other departments involved in products and services work together to conduct usability tests and product evaluations by users in order to swiftly share information about problem areas. This makes it possible to quickly take the steps necessary for improving the usability of existing products and uncovering operability issues with new products in development. For example, we received cooperation from professional mixing engineers on product evaluation from the development stage for the digital mixing console CL5 that was launched in April 2012. We collected opinions after they had actually handled the product regarding ease of installation, connectivity, operability, aesthetic appeal, sound quality and design, and reflected them in products.
- *2 Usability test: Having likely customers actually use a product to determine the product's ease of use (usability). Yamaha uses employees as volunteer testers.