SHISEIDO COMPANY, LIMITED In order to realize 'Customer first strategy' manufacturing, Shiseido is promoting initiatives to internally report back the valuable feedback, including consultations and requests received from customers, and utilize it for product development and service enhancement. By quickly detecting changes in customers or society and reflecting these changes in corporate activities, Shiseido is gathering and analyzing customer feedback information and working to share information throughout the company. In doing so, we are requesting that relevant departments respond to develop and revamp products, beauty information and service with the aim of becoming 'Customer first strategy'. The Shiseido Consumer Information Center is responsible for taking the central role regarding such initiatives.
The Shiseido Consumer Information Center, which was established in 1968, offers sincere response to inquiries and consultations from customers and transmits information that can be further utilized by customers. We also started the "watashi+" service that connects the website and stores in 2012 and newly established the "watashi+ support center." We aim to promote proactive communication with customers.
In Japan, Shiseido gathers customer feedback in various ways. Approximately 110,000 opinions and inquiries (about our products [76%], about our shops of our products [8%]) are directed annually to the Consumer Information Center via toll-free numbers, e-mail and letters, and about 90,000 customers provided feedback to Beauty Consultants that they came into contact with at the storefronts, and voices from SNS (Social Networking Service) such as Twitter. Afterwards, Shiseido fosters an environment for managing such information using a system and people to conduct analysis on a case-by-case basis.
Shiseido employees share customer feedback via the intranet in order to refine products and create value that further satisfies customers.
Furthermore, we also devote ourselves to Collaborative Nurturing (Learning) activities with the aim of gaining a deep understanding of customers' feelings, which they feel in daily lives with cosmetics, and their backgrounds and to develop products and services that can further help customers. This enables us to consider things from customers' perspectives by being exposed to their true voices, presenting opportunities for us to review our operations.
Shiseido has enhanced the system, which had been utilized since 1996, into a system that can share and utilize customer feedback information from all over the world along with the globalization of the business. This system, which was named "*Mirror," was introduced within and outside of Japan in 2011. We are taking on the challenge of creating values for the Shiseido Group by enhancing our response to consultations and requests that come to customer service centers throughout the world and gathering/analyzing customer feedback information from all over the world in an efficient manner through the introduction of "Mirror."
In Japan, we are establishing an environment in which all employees can easily analyze/utilize the customer feedback information, which has been accumulated in "Mirror," according to the objectives by linking the information with the text mining system "Focus" and visualizing customer feedback. We also utilize SNS (Social Networking Services) listening system in order to reflect customer feedback, which is not normally directly delivered to the company, to corporate activities.
*Mirror: The name reflects our hope to review/show the reality of Shiseido's activities on the "mirror" through customer feedback.
The Shiseido Consumer Information Center was awarded three stars, the top rating, in the "Quality (Telephone) Ranking Monitoring" sponsored by HDI for two consecutive years
The Shiseido Consumer Information Center has been awarded three stars, the top rating, for the second consecutive year in the 2014 Customer Service Center assessment sponsored by HID-Japan*. HDI-Japan is the Japanese subsidiary of the Help Desk Institute (HDI), the largest organization in the customer support service industry.
The Shiseido Consumer Information Center representatives' specialized expertise in providing wholehearted service and extra care in putting themselves in the customer's shoes have enabled the center to attain such high acclaim.
Moreover, Shiseido established a help desk for older women, "Kirameki Ms. Beauty Consultation Room" (within the Consumer Information Center) in March 2013 as part of the evolution of "providing service from customer's point of view." The help desk is staffed by experienced beauty advisors who can provide advice on a wide range of issues, including products and beauty related information.
As the front-line in the "customer-focused perspective" of our business activities, the Shiseido Consumer Information Center will continue to give full and sincere attention to our customers and further improve our services so that customers will trust us and use Shiseido products.
*HDI (Help Desk Institute)
HDI is the world's biggest international organization for the support service industry, in which approximately 50,000 members belong worldwide. As many as 90% of the top 500 companies in the world, which are listed in the U.S. financial magazine "Fortune, are members of HDI. HDI possesses 100 chapters worldwide. Several hundred companies are members of HDI-Japan, which is the Japanese chapter.
In response to the customer feedback saying "It is difficult to open the container because my hand slips when I try to open the container after using serum or emulsion," we modified the container to give it contours so that it is less likely to slip.
We utilized the brush-integrated blush form that enables users to freely control the color according to their preference just by twisting the brush holder like a dial. Immediately after the release, we received the feedback saying that they "don't know how to store the brush." The method to store the brush was originally only included in the printed insert, but we added the information regarding how to store the brush on the outer box as well as the product itself in order to communicate the convenience of the brush to customers.
MAQuillAGE SPONGE PUFF (FOR LIQUID FOUNDATION)
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