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, to 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 Group employees remain constantly aware of the fact that their daily work is connected to the principles expressed in “Customer Experience.”

Diagram of the Yamaha Philosophy

Collection and Utilization of Customer Input to Improve Customer Satisfaction (VOC Methodology)

The Yamaha Group adopts a voice of the customer (VOC) methodology in which customer input is gathered through questionnaires primarily issued by musical instruments and audio products business organizations and is shared via the Company intranet. In addition, information on inquiries received from customers around the world via telephone or email at domestic and overseas sales companies is collected and regularly communicated to divisions involved in product planning and development.
Input from customers is an invaluable asset that is utilized even after the supply of products and services to determine whether we are effectively delivering the desired value and satisfying customers and to improve customer experiences together with customers.

Intranet site compiling customer input received through questionnaires

Mindset Building for Improving Customer Awareness

The Yamaha Group conducts unique training programs aimed at fostering interest and sensitivity toward customer experiences.
These programs see groups of employees thinking about how customers experience Yamaha Group products and services based on voice recordings of actual inquiries while interacting with the articles in question. Through the free exchange of opinions, participants become aware of customer sentiments that they could not have imagined on their own and think about what Yamaha Group employees can accomplish if they unite in their quest to serve customers. In this manner, these training programs help foster a corporate culture of valuing customer experiences.
In addition, monthly posters are displayed in Japanese factories providing feedback from customers around the world with regard to the products manufactured in Japan.
Meanwhile, the Company intranet offers examples of customer input being used to improve products. This information helps improve employees’ sensitivity toward quality by making them aware of the discoveries their colleagues have made based on customer input and how they responded to this input.
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.

Online iteration of the Yamaha Group’s unique training programs
Intranet site offering examples of customer input being used to improve products (left)
Poster in a Japanese factory (right)

First Place in the Educational Service Industry in JCSI Survey for Sixth Consecutive Year

In fiscal 2022, Yamaha (Yamaha Music School, etc.) won first place in the educational service industry for the sixth consecutive year in the Japanese Customer Satisfaction Index (JCSI) survey. The survey is one of Japan’s largest customer satisfaction surveys. In the second iteration of this survey, Yamaha received an exceptionally high evaluation, ranking No. 1 in anticipation felt by consumers toward corporate brand, overall evaluation of quality, and cost performance, all 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 Sixth Consecutive Year

Yamaha Corporation won first place in the network device category of the Nikkei Computer Customer Satisfaction Survey 2021–2022 of Nikkei Business Publications, Inc. This was the Company’s sixth 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 and cost benefits of our products. To ensure that customers can continue to use our products with peace of mind, we supply a wealth of technical information, long-term firmware support, and ongoing technical support. In addition, regular online Yamaha network seminars are held to explain product settings and usage methods, and we also operation social media services that allow for exchanges of information between engineers. Furthermore, initiatives are implemented to help customers improve their skills in relation to our products. One such initiative would be the Yamaha Certified Network Engineer Program, Improvement of Customer Satisfaction ( which was launched in June 2021.

Receipt of 2021 CRM Best Practice Award

Yamaha Corporation was presented with an award in the 2021 CRM Best Practice Awards program sponsored by CRM Association Japan. This program is designed to promote customer-centric management by recognizing companies, governance agencies, and other entities that have achieved success in building relationships with customers from the perspectives of strategies, operations, and organizations.
Yamaha is taking on the challenge of transforming its business model to one that directly connects with customers digitally, deepens understanding, and creates value together with customers. In this context, we are promoting initiatives to utilize customer input to increase employee sensitivity toward customer experiences with the aim of fostering a corporate culture that continuously creates excellent customer experiences together with customers. In addition to the development of digital frameworks, we are also implementing unique initiatives for cultivating a corporate culture of using such frameworks. These factors are thought to have contributed to our receipt of this honor.