Training Programs for Confidence and Safety

Overseas participants in a group discussion a five-day CS management seminar

Human resources are the most important element in our ability to achieve customer satisfaction and give customers confidence in Panasonic products. This is why training CS management staff (CS Mangers) working outside Japan is an integral element of our activities to improve customer satisfaction programs outside Japan. A total of 56 CS Mangers attended the four fiscal 2008 seminars. At these seminars, attendants undergo CS training to upgrade their management skills. Courses cover the basic philosophy for CS (service), which is one element of Panasonic's management philosophy, repairs and spare parts, customer cares, and other subjects. In addition, we have prepared a manual that includes basic rules for customer satisfaction outside Japan and case studies. Employees can also access the Panasonic e-learning program to study customer satisfaction at their convenience. To meet the needs of Panasonic sales companies around the world, we visit these companies to conduct CS training programs for their personnel. We have another program taught in units that cover practical aspects of specific service activities like spare parts supply operation. We are working to expand the available training programs to cover all aspects of the activities of our personnel outside Japan.

VOC monitaroing training Engineers listening to cusotmers

Holding VOC (Voice of the Customer) Monitoring Seminars is one way in which Panasonic works on improving customer satisfaction. Seminars give employees of each Panasonic department engaged in product development skills in improving products by using the customer feedback received by the Customer Care Center. Reflecting customer input in products is not the only role of these seminars. These events also increase and reinforce employees' sensitivity to customers' needs. We will continue to hold these seminars and plan to expand this program to cover all departments associated with Panasonic products.

A Chinese examiner checking the inside of an air-purifier for shipment

In step with a rapid economic growth in the BRICs countries, the market demand is increasing, as well. Panasonic is committed to ensuring product safety in those countries. In China, Panasonic established a Product evaluation Office in the economic center of Shanghai in 2007 to increase emphasis on doing business from the standpoint of customers. The Office performs final checks of Panasonic products by adopting the customers' perspective. We launched this Office because of the need to examine products based on how Chinese customers actually use our products, feedback from them, and data about product quality. In 2008, we assembled a framework for these evaluations with the cooperation of Panasonic departments and business sites in China. Customer satisfaction and lifestyle research departments in China collect information about how customers use Panasonic products and customer feedback. Information about product quality of merchandise in the Chinese market comes from our Chinese departments associated with quality and various Panasonic business sites in China.

Lifestyles and preferences in Japan and China differ greatly. For example, many people in China regard electrical appliances as both something to use and as an indicator of their social status to be displayed to guests. Chinese consumers are therefore much more interested in a product's appearance. To meet this demand, we started using even stricter standards to evaluate how our products look. In another move, we have trained four Chinese inspectors so that product checks can more closely reflect the views of customers in China. We plan to add more Chinese inspectors in the coming years. While gathering information from all the diversely-peopled regions of China, we will continue to perform locally-based inspections and evaluations with the aim of supplying products that can satisfy Chinese customers.