Initiatives for Improved Customer Response and Support

The Yamaha Group has established an After-sales Service structure for customers. The organization is working to respond to customer inquiries and requests with integrity. The Yamaha Corporation has established an After-sales Service Management section, and has shared the After-sales Service plans and policies regarding the overall Yamaha Group with sales companies and manufacturing companies. Manufacturing companies have established sections to provide service parts, and are storing and providing service parts. Sales companies have developed systems, including establishing customer support divisions and are providing after-sales services.
For example, in Japan, the musical instruments and audio products divisions set up a Customer Support division in Yamaha Music Japan Co., Ltd., which is a sales company, and organizes customer service by product. Overseas, we created an After-sales Service network for each region. This network serves as a point of contact for customers, and includes Yamaha Group Service Centers, Yamaha Authorized Service Centers, distributors and contracted engineers.
The customer support sections develop customer support systems that make use of telephone, website and social networking services in order to respond smoothly to inquiries. Some of these departments have introduced a customer management system using cloud computing.

[ picture ] Customer support system (after-sales services)
Customer support system (after-sales services)
[ photo ] Yamaha Music Japan Co., Ltd.
Yamaha Music Japan Co., Ltd.
[ photo ] Yamaha Corporation of America
Yamaha Corporation of America
[ photo ] Yamaha Music Europe GmbH
Yamaha Music Europe GmbH
[ photo ] Yamaha Music & Electronics China
Yamaha Music & Electronics China

The Yamaha Group has created an After-sales Service Management System, and is working to continually improve the quality of our customer response and support based on the slogan “ONE YAMAHA.” The Yamaha Group policy is shared at the annual Service Management Meeting, and each sales company and manufacturing company with a service parts center in Japan and overseas set target values for improving After-sales Service quality. Each Group company conducts activities according to its plans, and Yamaha Corporation’s Quality Assurance Division monitors their progress. In this way, the entire Yamaha Group works to make improvements to continuously enhance response to customers and customer support.
Customer Service Support representatives from 25 Japanese and overseas companies participated in fiscal 2019’s Service Management Meeting, reviewed customer service initiatives and KPI, and discussed a new strategic direction for after-sales Service in the Yamaha Group.
Furthermore, in order to provide standardized high-quality after-sales support to the customers all over the world, the Yamaha Group established the After-sales Service Management Standards, which outlines the basics of after-sales services that need to be shared in the Group. The Group is also monitoring operational status by a check sheet.

[ picture ] Yamaha Group After-sales Services Management System
Yamaha Group After-sales Services Management System
[ photo ] Service Management Meeting participants
Service Management Meeting participants
[ photo ] Scenes from Service Management Meeting discussions
Scenes from Service Management Meeting discussions


Evaluation of the Customer Support Center from the Customers’ Perspective

Yamaha Music Japan Co., Ltd. worked to once again determine helpline evaluation targets which display customers’ feelings towards the response helpline since its establishment in 2013. It adopted “Thank you Rate” in 2014 and “Net Promoter Score (NPS) in 2015.
Thank you Rate counts the number of times a customer says “Thank you” to support staff from all inquiry cases. Points are added when a customer genuinely expresses thanks or offers the staff a compliment. By adopting the Thank you Rate, not only can the Company quantify customer satisfaction toward support responses, the helpline staff themselves become more aware of how much they connected with the customers. This generates a positive cycle in which staff more happily respond to customer inquiries, which in turn boosts customer satisfaction further.
The Net Promoter Score (NPS) is an index in which customers are asked the likelihood of recommending a company, product, service, etc. to their family, friends, and acquaintances, measuring their loyalty towards them. The Company is striving to improve operations by deriving positive examples from both the rate of recommendation and high ratings by asking customers the reason for their rating. As a result, the Company saw NPS improve from 20 points in fiscal 2018 to 44 points in fiscal 2019. Furthermore, the Company was able to confirm the strong correlation between support recommendation rate derived from customer questionnaires and loyalty to Yamaha Brands. Yamaha is working every day to forge an even closer relationship with everyone by improving the quality of customer response helplines.

Yamaha Corporation is striving to develop and fulfill an After-sales Service network in which customers can continue using our products at ease. We periodically hold technical training for After-sales Service skills for employees of Group sales companies in Japan and overseas, and the participants then teach the same skills to the repair technicians in each region. We also visit overseas sales distributers in areas where there are no Group companies, and hold technical training for After-sales Service skills.