Improving Customer Satisfaction

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

Focusing mainly on our musical instrument and audio divisions, customers’ comments are distributed and shared globally by e-mail the Intranet, company magazines, and posters. Furthermore, focusing mainly on the musical instrument and audio product development divisions, we are implementing training to develop the mindset which grasps the true desires of customers.
Through these efforts, 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 opinions received from customers
Samples of opinions received from customers

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 support services, but also through various forms of daily communication. In order to further connect with customers in our major markets, Japan, the US, and Europe, we switched to a new online member system and revised the product registration questionnaire so that we can reflect customer opinions in the planning and development of our products.


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* 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.

  • * Usability test: Having likely customers actually use a product to determine the product’s ease of use (usability). Since 2004 Yamaha has used 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
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
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
Electronic piano CLP-600 series
  • Reorganized screen display to make sound changes easier
  • Tested visibility from a user’s perspective and revised specifications
May-July 2017

Selected First Place in the Educational Service Industry in Japanese
Customer Satisfaction Index (JCSI) for the Second Consecutive Year

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 2017 for the second consecutive year.

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

Yamaha Corporation was selected as first place of the network device category in Nikkei Computer Customer Satisfaction Survey 2017-2018 for the second consecutive year.