Appropriate Response and Support to Consumers

Our Basic Philosophy

At the Asahi Group, we position the voices of our customers or outlets as one of our assets that elevate the quality of our management. Furthermore, we develop and improve our products and services while seeking to grasp each and every one of the issues through active dialogue with our customers. Through such efforts, we continuously improve our customer satisfaction while we utilize their voices in our management policies and the formulation of activity principles.

The very section that plays a central role in the dialogue with our customers is the Customer Service Office*. The Office's basic stance is to approach the customer who has made contact with a sense of gratitude, and we strive to respond in a timely, accurate, and courteous manner by standing in their shoes for every inquiry that has been sent.

* Customer Service Offices are available at key Asahi Group companies including Asahi Breweries, Asahi Soft Drinks and Asahi Group Foods.

Consumer Orientation Declaration

The Asahi Group has stated that the initiative policy of Asahi Group Holdings will be a “Statement of Consumer-oriented Business” made with the aim of realizing consumer-oriented management.

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Management System for Our Customers

System for Collecting Customer Feedback and Incorporating It into Our Business Activities

Customer Relations Offices at Asahi Group companies strive to consider each comment promptly, accurately and respectfully. All customer inquiries, including comments and opinions, requests and problems, are entered into an in-house database and utilized in developing products and services as well as in formulating policies for our management and activities.

System for Management to Monitor the Voices of our Customers

At Asahi Breweries, Ltd., the voices of our customers are regularly summarized in reports for management and incorporated into our business activities.

Flow of Response to Reported Problems
Flow of Response to Reported Problems

Efforts to Improve Customer Satisfaction

In order to improve customer satisfaction, the Asahi Group has implemented measures including direct evaluation through surveys as well as external diagnoses of customer service via telephone, and is utilizing the results to improve the level of its activities. While customer surveys and evaluation via external diagnoses indicate that customer service is improving, there are many issues that need to be addressed to offer better customer service, and we consider this to be an area that requires further effort.Survey findings and customer feedback are used for continuous improvement of products and services.

Comments from customers received at the Customer Relations Office (Asahi Breweries, Ltd.)
2016 2017 2018
Number of cases Ratio Number of cases Ratio Number of cases Ratio
Inquiries References 29,015 83.9% 32,741 86.1% 22,128 75.2%
Comments/opinions 850 2.5% 802 2.1% 715 2.4%
Contacts 629 1.8% 533 1.4% 527 1.8%
Requests 725 2.1% 593 1.6% 503 1.7%
Suggestions 117 0.3% 72 0.2% 67 0.2%
Problems 3,229 9.3% 3,286 8.6% 2,974 10.1%
Total 34,565 100% 38,027 100% 29,416 100%

Representative Product Improvements Reflecting Customer Comments (Asahi Breweries, Ltd.)

New easy-open design for 135 ml mini can targeted at older consumers

Following feedback on difficulties around opening the Asahi Super Dry 135 ml can, we have redesigned the lid based on the principles of “sensitivity engineering”. The new easy-open 135 ml can was recently awarded the World Star prize at the World Packaging Organisation (WPO) 2018 World Star Competition.

Addition of helpful markings on paper cartons for shochu, liquor and wine

Folding lines were added to the paper carton to make discarding used cartons easier, and the method of disposal was printed on the package.

Improvements in back labels for bottled beer to make them easier to understand

In response to comments that the letter, “H”—signifying breweries—printed on the back label of conventional beer bottles was easily mistaken to signify the year “Heisei,” we changed the location of the letter on the label.

Addition of markings showing manufacturing date and best before date on six-pack cartons of canned beer–type beverages

We were first in the industry to print the manufacturing date and best before date on the upper side of the packaging for six-pack cartons of canned beer to make it easier to see.

Improvements in label's text on casings for beer-type beverages to show whether the content can be removed individually or in six-pack

In response to customers commenting that from the external packaging it was difficult to ascertain whether cans were packed in units of six or individually, we added the expressions, “Cans may be taken out of the box individually” and “Six-pack × 4” on three sides (top, a long side, a short side).

Easy-to-understand disclosure of nutritional information of products via our website

We provide detailed nutritional information about beer-type beverages on the Asahi Breweries website in response to the growing number of customer inquiries on ingredient labeling.

Direct Evaluation Results of Survey of Customers Who Gave Advice regarding Products

2014 2015 2016 2017 2018
Out of 100 points (average score) 94.6 points 93.4 points 94.0 points 94.2 points 93.6 points
Investigation outline
  • Target: Customers who gave advice regarding Asahi Breweries, Ltd. products
  • Method: Postcards
  • Period: January 1 – December 31 of each year

Activities to Improve Customer Response Skills (Asahi Breweries, Ltd.)

The Customer Service Office is implementing various activities to improve the level of customer response offered.

Activities to Improve Customer Response Skills (Asahi Breweries, Ltd.)
Activity Target Activity aim/content Activity results
Observing a tour of internal facilities Service staff at Customer Service Office For improving customer service skills Visited the Nikka Whisky Sendai Factory Miyagikyo Distillery and Suita Brewery, etc. (in FY2018)
Call-center staff training Service staff at Customer Service Office For improving customer service skills
Individual feedback training on service details from trainer
Twice a year
Customer service experiencing training Employees who wish to participate at group companies For having an opportunity to hear actual voices of customers by experiencing the work for a day at Customer Service Office Twice a year, in Spring and Autumn
More than 320 employees have participated since 2007
“Customer information topics” All employees at Asahi Breweries, Ltd. For customer viewpoint permeation, employee share characteristic customer opinions over the Intranet and exchange opinions Ongoing since starting in May 2005

Activities Designed for Dialogue with Customers

Consumer Dialogue (Asahi Breweries, Ltd.)

Since 2008, we have launched Consumer Dialogue with an aim to create a corporate culture that seeks to understand the consumers' viewpoint through direct dialogue with consumers and mutual understanding. Each year, themes related to dialogue with customers are established, individuals including consumer representatives and academics are invited to engage in exchange of opinions such as through workshops or panel discussions.

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