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Service Innovation through VOC management
Promotion of VOC activities

The Olympus Group uses "voice of customer" (VOC) activities to ensure that customer perspectives are reflected in our products and services.
Business units hold regular conferences to share case studies and information about their activities. These meetings also provide opportunities for reciprocal benchmarking.

VOC response case study 1:
"We want displays that are easy to view, regardless of individual variations in color perception."
We modified the icon colors and color schemes used in LCD graphic displays. The result was designs that would be clear to most people, regardless of individual variations in color perception.

As a result of this initiative, the µ1020 (launched in February 2008) ^Note1 and the premium silver and piano black models of the µ850SW ^Note2 became the first digital cameras to achieve color universal design certification" ^Note3. In the case of the µ1020, certification was achieved for both the digital camera and the LI-50C lithium ion battery charger. Olympus now aims to apply color universal design principles to all of its products.

• The µ1020/ Stylus1020 and µ850SW/ Stylus850SW compact digital cameras were the first digital cameras to achieve color universal design certification in Japan.(Only in Japanese)

(Premium silver model)

Note1: The body colors for which color universal design certification was achieved were elegant silver, rose pink, lily white and champion rose (limited edition of 500).
Note2: Color universal design certification was achieved for the premium silver and piano black body colors.
Note3: Color universal design certification is a third-party certification granted by the Color Universal Design Organization (CUDO), a non-profit organization, to products that have been shown to be based on color universal design principles.

• the Color Universal Design Organization (CUDO)

VOC response case study 2:
"We want the image stabilization function on the E-510 and E-3 digital SLR cameras to work with exchangeable lenses from film cameras."
We modified the camera firmware to allow exchangeable lenses from film cameras to be used on digital SLR cameras.

VOC response case study 3:
"We want to take microscopic photographs using ordinary digital cameras."
In response to customer feedback, we now sell special accessory sets, including attachment lenses and AC adaptors, not only for digital cameras but also for microscopes and endoscopes.

The DSE330 microscopic photography set is based on the E-330 digital SLR camera.

VOC response case study 4:
"We want to be able to wash and sterilize the ultrasonic probes used with endoscopes in the same equipment."
Endoscopes must be washed and sterilized using special equipment. We developed a special tube that allows this equipment to wash and sterilize ultrasonic probes as well. This enhancement has reduced the number of washing and sterilization processes that users are required to perform.

Fostering a Customer-Focused Culture–In-House Customer Satisfaction (CS) Education

Olympus believes that every employee needs to develop a strong customer focus. To achieve this, it provides in-house customer satisfaction (CS) training courses.

In fiscal 2007, Olympus established a new CS program based on the "Voice of Customer" (VOC) approach. In 2008, the course was further enhanced through the inclusion of recent studies, and the number of course sessions was also increased. All Olympus employees undergo CS training.

Employees participate in a basic practical course in customer satisfaction.

Olympus CS Education Courses

Title	Basic Course on Quality Control	Basic Course to Achieve Customer Satisfaction	Achieving CS Utilizing Voice of Customers (from FY2007)
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 "my check list"	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

Feedback from course participants

"The course taught me about the hard work involved in dealing with direct customer feedback in the field."
"I learned how important it is to ascertain the real wishes of the customer in all situations."
"I realized that my CS awareness was inadequate. I am now very interested applying CS case studies from other units to my activities.

Product development and manufacturing based on customers' comments –Usability Evaluation

Olympus aims to provide products and services that can be used with confidence by a wide range of people. Before each product is finalized, we check its ease of use from a number of perspectives. Are the controls intuitive for a first-time user? Is the product designed for efficient operation without errors and fatigue by an experienced user?

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