Improving Customer Satisfaction

  1. Basic Concept
  2. Structure for Improving Customer Satisfaction
  3. Improving Usability
  4. Evaluations by Third Parties

The Yamaha Group declares in its corporate philosophy structure, the Yamaha Philosophy, to continuously produce products and services that exceed our customers’ expectations, and to keep creating excitement, by focusing on the viewpoint of our customers. We specifically define our commitment to our customers through a particular principle referred to as the “Customer Experience.” All Yamaha employees continually remember that the purpose of their day to day work is to realize this “Customer Experience.”

The diagram of the Yamaha Philosophy

[ image ] The diagram of the Yamaha Philosophy

Business Based on the Customer’s Viewpoint

From fiscal 2015, during "Quality Month," which is every November, employees at each Yamaha Group workplace in Japan set goals so that they will conduct business utilizing a customer-oriented approach that follows the PDCA cycle.
Focusing mainly on our musical instrument and audio divisions, customers’ comments are distributed and shared by e-mail, company magazines and the Intranet. Our aim is to nurture an organizational culture that utilizes a customer-oriented approach and focuses on each customer’s evaluations and requests.

[ image ] Samples of e-mails from customers
Samples of e-mails from 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. The theme set for the committee was "Enhancing Customer Satisfaction."
To comprehensively understand our customers’ evaluations and requests, each business division of the Yamaha Group conducts customer satisfaction surveys using various formats.
In particular, our musical instruments/audio divisions have been globally collecting and utilizing feedback from the voices of our customers not only through customer inquiry services, but also through various forms of daily communication. We established the "Voice of the Customer (VOC)" project in cooperation with a sales company in North America in fiscal 2015, for the purpose of strengthening the process of gathering and utilizing formation. Information acquired through this project is analyzed and is reflected in product planning and development.


Voice of the Customer (VOC) — Visualization (in Japan)

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. Also, we established a system to visualize the voice of the customer (VOC), which shares information on customer opinion and requests internally in real time, and allows us to rapidly reflect customer feedback in our sales activities and product development.

Structure of VOC Visualization

[ image ] Structure of VOC Visualization

The Yamaha Group conduct usability tests*1 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.
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.

  • *1 Usability test: Having likely customers actually use a product to determine the product’s ease of use (usability). Yamaha uses employees as volunteer testers.
Example of Product Development
Product Category Model Name Feature of Usability Release Date
Digital Mixing Console Rivage PM10 Series
  • Improved flexibility and utility when connecting various input/output devices
  • Enhanced flexibility for sound engineering
  • Shorten work time
December 2015
Alto Saxophone YAS-875
  • Improved the size and shape of the key buttons for a better ‘feel’ regardless of the player’s hand size
  • Enhanced operability for effortless playability
September 2015
Synthesizer reface DX
  • Verified electrostatic sensor operability by carrying out usability tests
  • Improved keyboard feel
  • Reduced malfunction
September 2015
Portable keyboard NP-32
  • Enhanced playability for both males and females of all ages
February 2016
Entry-level digital mixing console TF Series
  • Multi-touch screen for simplified operation
  • Installed presets for a wide variety of microphones
May 2015
Digital mixer TF RACK
  • Improved portability/installation by compacting the “TF series”
  • Full control of the main unit through multi touch display/special GUI
  • Verified operability by carrying out usability tests
December 2016
Unified communication speakerphone YVC-300
  • Audio guide installed for easy initial setting
October 2015
Synthesizer MONTAGE
  • Improved continuous usability by implementing UI upgrade system
  • Improved operability for live playing and sound editing based on usability test
May 2016
Smart device application Chord Tracker
  • Simplified interface based on usability test
  • Visual display of chord score for intuitive comprehension
May 2015
Processor for equipment
iPad application for ”MTX/MRX series”
ProVisionaire Touch V1.2
  • Improved display allowing users to easily customize the control panel
  • Reduction of errors regarding network settings between connected devices
November 2016

Selected First Place in the Educational Service Industry in Japanese
Customer Satisfaction Index (JCSI)

Yamaha(Music School・English School) was selected as first place in the educational service industry for the 4th Japanese Customer Satisfaction Index (JCSI) research in 2016 for the first time in three years.

Selected First Place of the Network Device Category in Nikkei
Computer Customer Satisfaction Survey

Yamaha Corporation was selected as first place of the network device category in Nikkei Computer Customer Satisfaction Survey 2016-2017.