Since our founding, we have given top priority to customer satisfaction. We value regular communications with our customers and reflect their feedback in our corporate activities.

The Suntory Group values two-way communications with its customers in the belief it has held since its founding that customer satisfaction should be given top priority. In 1976, we created the Consumer Department to handle inquiries from customers. The office now operates as the VOC^* Department under the Customer Relations Division. This has further improved our ability to deal with customer feedback in earnest and ensure that their views are reflected broadly in our corporate activities.

Customer Satisfaction Project

The Customer Satisfaction Project is our attempt to nurture a corporate culture in which all of our employees keep the customers' perspective in mind in their work. We hold training programs for all employees, including those in divisions that have few opportunities to hear the views expressed directly by our customers. Our Discover the Customer's Perspective Courses and Experience the Customer's Perspective Program form the core of the project. In 2010, we increased the number of times courses were offered and expanded our programs, resulting in the participation of approximately 2,230 employees.

We take customer feedback into account when it comes to quality improvements, new product development, and improving our ability to provide information. We are also committed to offering products and services that are simple for all of our customers to use. We use customer feedback to make improvements in a wide range of fields, from designing containers and packaging for everyone to the equipment and services provided at our facilities.