Basic Approach to Customer Satisfaction (and Product Safety)
The Citizen Watch Group has positioned customer satisfaction at the very core of its management and always seeks to provide high-quality products and services from the customer's perspective.
We listen to customer opinions and make use of them in product development and improving services. We collect customer opinions and categorize comments for analysis into sales and planning, development and manufacturing, and service categories. The respective responsible divisions then take measures that will be useful in making improvements.
Customer Service Desk Initiatives
Text Mining is an analytical method that converts questions and opinions received by the Citizen Customer Service Desk into text data, analyzes the data, and displays valuable information in a visual format. The Customer Service Desk creates monthly analysis reports, shares the information throughout the Citizen Watch Group, and uses it to improve product development and services. The map shows relationships among terms and the frequency with which they appear. Three large islands are formed: "repair," "purchase," and "time."
A closer examination of the "time" island reveals terms such as "on time" (and "not on time"), "fluctuate," and "slow" as well as "radio control" and "Cal. XX" (a type of Eco-Drive Watch). This indicates that there are many inquiries concerning the precision of timekeeping by radio-controlled watches.
Raising the Quality of Customer Service
VOICE Striving to be a Brand Loved by Customers
Manager, Customer Center Li Ting
Citizen Watch (China) Co., Ltd.
Devoted Attention to "Genuine Customer Feedback" and the Resolution of Customer Issues
At Citizen Systems Japan Co., Ltd., a Group company that deals with healthcare products, 70% of feedback that the company’s customer relations office receives comes from the elderly, and an even more considerate and warm approach is essential in responding to such feedback. We leverage the accumulation of this kind of “genuine customer feedback” as a source for developing new products that resolve customer issues.
The CTE707 Digital Thermometer, launched in October 2015, was developed in response to such “genuine customer feedback.” Going forward, we will endeavor to improve our levels of customer satisfaction in order to offer exciting products that exceed customer expectations.
Providing the Manufacturing Industry with Solution for New Value
Citizen Machinery Co., Ltd., provides the “alkapplysolution” service, a collection of solutions that meld the functional and technological know-how the company has long accumulated.
① “Human Oriented Factories” To look at the origins of alkapplysolution, we need to go back to the 1980s. While there was an overwhelming trend toward Automating Factories, at that time we came up with the concept of Human Oriented Factories.
We made this declaration at CFA*160, a private event held in 1990. This declaration was based around the following concept: “In the near future, high-quality products will be made in factories. People are not tools to more efficiently produce items, but instead the main actors in creating quality, and are dependable repositories of knowledge in multi-product and high-quality product manufacturing. People are an essential element within factories. We are moving away from an era in which people complement machines to one in which we want personnel in our factories.” This is Citizen’s “Human Oriented Factories” declaration.
The value that we provide to customers is that of a competitive advantage—namely, “a factory identity in which the value provided by manufacturing should be measured using the yardsticks of quality and time,” and the idea that “creating identity is dependent on people, and factories need people.”
Tools to achieve this competitive advantage include “in-plant remote operation” and “information transmission from factories,” both forms of ICT*2. Additionally, such elements as “high-speed program supply service,” “interactive machine operation programming,” “interactive animated operation educational guidance,” “automated line integration,” and “automated robots for peripheral devices” are detailed in the CFA60 pamphlet as our “dreams.” These elements are all core parts of alkapplysolution.
However, at that time the infrastructure was not available, with the concept behind this solution being ahead of its time. *1 An abbreviation for Citizen Factory Automation, an event that presents Citizen’s vision for metalworking factories with a focus on factory automation *2 ICT: Information & Communications Technology
From Customer Feedback to New Value Proposals
At Citizen Electronics, we have in place Field Application Engineers (FAE) at operating bases around the world, ensuring an organic link between headquarters product and planning departments and front-line operations in direct contact with customers. The aims of this arrangement is to establish and provide a self-contained local customer support system as well as to present product proposals optimized for the specific needs of each region and customer.
By putting engineers on the front-line of customer support, we are able to not only sell products but also provide on-site technical support for any problems that may arise. Additionally, customer opinions regarding the latest market information and customer needs can be used as feedback for headquarters planning and development divisions, leading to better product proposals.
Through such an arrangement, we can improve our ability to respond to customer requirements and, by clarifying tangible and potential needs, provide product proposals that will exceed customer expectations.
LCOS Modules—Safety and Security in Wearable Terminals and Automotive Applications
As we increasingly head toward the information society, wearable devices that offer support to users have started to appear in a range of workplaces. These devices provide assistance and guidance in various settings, including manufacturing plants, warehouses, and medical facilities.
Ferroelectric liquid crystal panels from Citizen Finedevice have a higher level of responsiveness than current TFT LCDs and have enabled the creation of displays with high resolution,-definition, and brightness. These displays also use an LCOS (Liquid Crystal on Silicon) structure in which the driver circuit is fully incorporated into the single silicon backplane, obviating the need for peripheral circuits and thus reducing size and enabling application in such miniaturized devices as head-mounted displays. These display panels are small yet provide high definition and outstanding presence, and products that can provide more information let users work more safely and with confidence. In automotive applications, for example, vehicle heads-up display panels reflect important information, such as speed and turn signals on windshields, and, because this information is directly in the driver's field of view, provide a safer driving experience.