In Japan, we receive various opinions and requests from customers every day via retailers and the Customer Service Office. Our 21 sales offices around the world provide us with information specific to each country or region, such as regulations and the ways our products are used. For us, these opinions and requests are our most valuable assets. We share them with our senior management and relevant divisions and make use of the information for continuous quality improvement and the development of new products.
In response to comments from retailers and customers, such as “I am confused about which refill to buy” and “The ink color is hard to determine,” we sorted out the information needed for choosing which refill to purchase, added information about compatible products on the package of each, and changed the package colors to the colors of the inks themselves.
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We undertake focus group interviews (FGIs) in each country. Through the interviews, we check the tastes of each group’s market and the tastes of various layers of consumers. Aimed at improving customer satisfaction, the FGIs allow us to apply customers’ points of view to our product development, services and sales activities.
- 拡大
- An FGI held in Milan, Italy
