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.
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.
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.
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
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.
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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.
Folding lines were added to the paper carton to make discarding used cartons easier, and the method of disposal was printed on the package.
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.
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.
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).
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.
|Out of 100 points (average score)||94.6 points||93.4 points||94.0 points||94.2 points||93.6 points|
The Customer Service Office is implementing various activities to improve the level of customer response offered.
|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|
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.