Improvement of Customer Satisfaction

The Yamaha Group has put forth its corporate philosophy structure, the Yamaha Philosophy, to try to think from the customer’s viewpoint, and consistently provide high-quality products and services that exceed the expectations of its customers, and to create excitement and cultural inspiration together with people around the world. Our commitment to customers is defined in the element of “Customer Experience.”
In their business activities, all Yamaha employees remain constantly aware of the fact that their daily work is connected to the principles expressed in “Customer Experience.”

The diagram of the Yamaha Philosophy

[ picture ] The diagram of the Yamaha Philosophy

Operations Firmly Founded on the Customer’s Perspective

Focusing mainly on our musical instruments and audio products divisions, customer comments are distributed and shared globally through the Company intranet, Company magazines, and posters. Furthermore, we are implementing regular training sessions to make action based on the customer’s perspective habitual. These training sessions are primarily conducted in musical instruments and audio products development and quality assurance divisions.
Through these efforts, our aim is to foster a corporate culture that utilizes a customer-oriented approach and that is committed to earnest engagement with every customer.

[ image ] Samples of customer comments (intranet, domestic factory posters, overseas factory company newsletters)
Samples of customer comments (intranet, domestic factory posters, overseas factory company newsletters)

Initiative Example

Customer Perspective Training

Customer Perspective Training is a system of training unique to Yamaha wherein employees learn about decision-making standards and values outside of their own perspective in order to develop the habit of considering the perspective of customers in their actions. This training program takes many forms, such as employees listening to product purchasing stories solicited through customer interviews and examining the products chosen and the reason for these choices. Another example of these training sessions is employees listening to customer input and considering customer expectations, points of improvement for Yamaha, and actions that should be taken. This training program is consistently implemented at many divisions, such as those related to musical instruments and audio products development, quality assurance, the golf business, and staff divisions.

[ photo ] Customer Perspective Training session
Customer Perspective Training session

To maintain a comprehensive understanding of customers’ evaluations and requests, Yamaha Group business divisions conduct customer satisfaction surveys using various formats.
In particular, our musical instruments and audio products divisions have been globally collecting and utilizing customer input gathered through customer support services as well as through various acts of daily communication. In order to further connect with customers in the principal markets of Japan, the United States, Europe, and China, we have switched to a new online member system, and we are revising product registration questionnaires so that we can better reflect the customer’s perspective in the planning and development of our products.

Initiative Example

Voice of the Customer Tracking (Japan)

In Japan, we compile a database of the opinions and requests of customers received through helpdesks, which are collated and analyzed by customer service divisions. The results are discussed at monthly meetings of the product development and quality assurance representatives of each business division. Also, we established a voice of the customer (VOC) tracking system to share information on customer opinions and requests internally in real time. This system allows us to rapidly reflect customer input in our sales activities and product development.

VOC Tracking System

[ picture ] VOC Tracking System

First Place in the Educational Service Industry in Japanese Customer Satisfaction Index for the Fourth Consecutive Year

In fiscal 2020, Yamaha (Yamaha Music School, etc.) won first place in the educational service industry for the fourth consecutive year in the Japanese Customer Satisfaction Index (JCSI) survey. The JCSI survey is one of Japan’s largest customer satisfaction surveys. In the fourth iteration of this survey, Yamaha received an exceptionally high evaluation, ranking No. 1 in anticipation felt by consumers toward corporate rank and overall evaluation of quality, both factors that can influence satisfaction, and in recommendations via word-of-mouth, which is the result of satisfaction levels.

First Place in the Network Device Category of Nikkei Computer Customer Satisfaction Survey for Fourth Consecutive Year

Yamaha Corporation won first place in the network device category of the Nikkei Computer Customer Satisfaction Survey 2019-2020 of Nikkei Business Publications, Inc. This was the Company’s fourth consecutive year of receiving this rank. Our receipt of this honor was a result of the high evaluation of factors such as the ease of use of our products and our support services and cost benefits. In addition, Yamaha Corporation received first place in the network device category of Nikkei Business Publications’ Partner Satisfaction Survey 2020, marking our second consecutive year of receiving this honor.