Promoting VOC activities: Building a corporate culture
Advancing VOC Activities :
Developing a Culture Based on Putting the Customer First
-In-House Customer Satisfaction (CS) and Voice of Customer (VOC) Education-
The Olympus Group places a high value on customer feedback through its Voice of Customer (VOC) program and aims to reflect that feedback in its products and services. The first step in that process is to instill the attitude of thinking from the customer's perspective in every individual employee. Young employees complete basic courses in customer satisfaction between their third and fifth years with Olympus. For management executives, there are courses in the use of VOC information in the implementation of CS policies. In fiscal 2008, approximately 3.7 times more employees attended courses than in fiscal 2007, indicating that we are making steady progress with our efforts to instill these concepts throughout the Olympus organization.
Participation in courses is not limited to employees working in areas in which there are frequent opportunities for direct contact with customers, such as sales and service. We are building a culture based on respect for customer input by giving employees in all areas from development to manufacturing opportunities to take part in these courses. We will continue to encourage employees to put the customer first by implementing CS education programs based on recent case studies.
Olympus CS Education Courses
| Title | Basic Course on Quality Control | Basic Course to Achieve Customer Satisfaction | Achieving CS Utilizing Voice of Customers |
|---|---|---|---|
| Target | New employees | Recommended to employees in third to fifth year | Manager level |
| Objective | Realize customer-focused approach to improve our business quality | Understand customer-oriented activities in development, manufacturing, sales, service sections, and at headquarters | Understand organizational CS activities |
| Contents | Learning that "quality" includes business quality; and practical training | Discussion on customer-oriented approach in groups based on examples and making "Group Action Declaration" | Video lecture by CS specialist, understanding utilization status of VOC and ideal situation |
| Aims | Foster people capable of reviewing their jobs from the standpoint of customers to improve business quality | Clarify the definition of "customers" for each employee and create a CS culture to continue improving business | Understand organizational CS activities |
Comments from Instructor and Participants in Basic Customer Satisfaction Courses
| Comments from Instructor | Comments from Participants |
|---|---|
"We need to go beyond the customer perspective by using the customer perspective concept as the basis for an emphasis on two-way communication with customers." Tsuyoshi Matsuura, Director of Quality and Environment Administration Division, Olympus Corporation |
"I want to have an image of the customer's face in my mind as I carry out my work activities." "This course will change the perceptions of anyone who thinks that CS is only important in departments where there is contact with users. "It was good to be reminded of the customer’s viewpoint, and to go back to basics." |
Employees participate in a basic practical course in customer satisfaction.
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