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Since our founding, we have been prioritizing consumer satisfaction. We value regular communication with the consumers and reflect their feedback in our corporate activities.

Realizing Consumer Satisfaction

The Suntory Group values two-way communication with the consumers in the belief it has held since its founding that consumer satisfaction should be given top priority. In 1976, we opened the Consumer Department to handle inquiries from consumer. The office now operates as the Consumer Relations Division of Suntory Communications Limited. We respond sincerely to the opinions and requests that we receive from the consumers. We are strengthening initiatives to more widely reflect this feedback in our corporate activities, including improvement and development of better products and services.

Basic Policy on Consumer Satisfaction and Course of Action

We stipulated the Basic Policy on Consumer Satisfaction in 1999 in order for each and every one of our employees to take action while always recognizing the goal of providing consumer satisfaction. We formulated the Course of Action for our Customer Center in 2002 to be put into comprehensive practice by all of the Customer Center staff.

Customer Center

Basic Policy on Consumer Satisfaction

We strive to realize, maintain and improve consumer satisfaction in every way through various activities to fulfill the responsibility as a member of the society. We value communication with the consumers and provide safe and reliable products and services that bring joy to the consumer and gain their trust, while providing information and implementing consumer feedback to our business activities.

Course of Action for Customer Center

  1. 1.
    We will respond to consumer inquiries and complaints in a timely, accurate and sincere manner while being fair and just.
  2. 2.
    We will proactively provide reliable information that brings satisfaction to the consumer.
  3. 3.
    We will incorporate feedback and requests of the society in the company.
  4. 4.
    We will comply with laws and our own standards to protect the rights of the consumer.

Customer Response Standard

Suntory Holdings Ltd. and 17 Group companies* have formulated a Course of Action that follow ISO10002 (JIS Q 10002) as a working mindset for acting according to the basic policy and course of action. We recognize the right of consumers to make inquiries and complaints in these regulations, which are clarifying the active efforts and responsibility to respond to consumers with the objective of maintaining and improving consumer satisfaction through our corporate activities. In addition, we will formulate and thoroughly familiarize employees with standards and procedures based on this course of action.

  • *
    Suntory Beverage & Food Ltd., Suntory Foods Ltd., Suntory Beverage Solution Ltd., Suntory Foods Okinawa Ltd., Suntory Products Ltd., Suntory Spirits Ltd., Suntory Beer Ltd., Suntory Liquors Ltd., Okinawa Suntory Ltd., Suntory Wine International Ltd., Suntory MONOZUKURI Expert Ltd., Suntory Communications Limited, Suntory Business System Limited, Suntory Business Expert Ltd., Suntory Global Innovation Center Ltd., Suntory Corporate Business Ltd. and Sunlive Co., Ltd., Suntory Beer, Wine & Spirits Japan Limited

CREDO (SUNTORY MIND for Customer Service)

The CREDO (SUNTORY MIND for Customer Service) was formulated as a doctrine for customer service in 2013 to embed the basic policies and course for action in the hearts of each and every employee in their daily tasks. We created this CREDO with all the staff at the Consumer Relations Division in an effort to cultivate a climate that nurtures activities able to satisfy the consumer.

Responding, Sharing and Utilizing Consumer Feedback

The Customer Center responds to consumers in timely and accurate manner through inputting its information to our core system, Neo HarmoiCS*1, and cooperating with relevant divisions.
By recording the result of the responses to the system, valuable information from the consumers are shared immediately with relevant departments to enhance quality, product development and risk management.
We periodically share the feedback we receive from the consumers with relevant departments to strengthen our VOC activities*2 that reflect this feedback in our corporate activities and employees course for action, which includes improving our products and services and enhancing our provision of information.

  • *1
    Original database system to share and store information provided by the consumers. HarmoiCS is a term created from "harmony," being in harmony with the consumers, and "Consumer Satisfaction."
  • *2
    VOC (Voice of Customer) activities: Activity to reflect consumer feedback in management policy.

Flow of consumer information

Details on consumer inquiries, feedback, and complaints (Results of 2017: 88,915)

  • *1
    Complaints: Includes expressions of dissatisfaction by consumers about products or corporate activities
  • *2
    Inquiries and feedback: Includes a wide range of questions and opinions expressed by consumers other than complaints

Utilizing the "Voice Card"

We send a "Voice Card (survey about services)" to inquire about the satisfaction of the consumers who sent us complaints, after the matters of complaint were resolved. The received opinions are directed to the actual person that addressed the issue in question and also shared to the entire company through the Intranet for further improving the response to similar cases in the future. 95% of the consumers who filled out the Voice Card told us they will continue to use our products in the future (2017 results).

Making Use of Consumer Opinions

We are aiming to improve quality, product development and the provision of information through incorporating opinions and requests from the consumers. Having a point of view of the consumers is crucial in developing products that are safe and easy to use. We carefully listen to the feedback of the consumers, and aim to provide kinder, gentler products to all people.
We listen to consumer feedback carefully and use it to continuously improve our products and services. Consumer feedback regarding products of other companies and products in other categories are shared with the development division to stimulate new findings from a wider perspective and make prior checks from the consumer’s point of view.

<Examples Utilizing Feedback in Products> Three Zeros Notation Added to Pepsi Special Labeling

Some consumers pointed about the zero-calorie, sugar-free and additive-free labeling was hard to find after the re-design of the label In May 2017. This feedback included the voice of consumers who were checking the labeling of products when making purchases due to concerns about the health ramifications. We improved the labeling to make this information easier for consumers to find by enlarging and moving the three zero notation to the front of the label.

Expanding communication outlets: Use of online and SNS tools

We work to enhance information on the Customer Center homepage leveraging videos and illustrations for consumers who prefer to search for information online, in addition to the communication via telephone calls, letters, and e-mails. We have set up an inquire form in English due to the growing number of inquiries in foreign languages as a way to respond to an even greater number of consumers. In addition, we have also established a dedicated SNS account to actively support feedback from the consumers.

Continuing to Meet Consumers Expectations

All of our employees are putting their strength into internal enlightenment activities while nurturing work ethics for the purpose of becoming a company able to deliver satisfaction beyond the expectations of consumers by deepening our grasp of the changing awareness and interests of consumers and standing in the shoes of each and every one of our consumers.

Employee Training at Every Level

We are also conducting training based on the career paths of our employees as part of human resource development programs. Our employees first undergo the new employee training to learn the concepts behind the consumer-oriented spirit passed down throughout the Suntory Group since its founding. Mid-level employees spend a day answering phones at our customer center to discover first-hand specific things they can use in their own work to become more consumer oriented by directly interacting with consumers. Employees who are being promoted to manager are practically taught important consumer-oriented decision-making techniques such as through group discussions based on case studies.

Improving Contact Points Between Consumers and Employees

We engage in activities to strengthen opportunities to share consumer feedback with employees, even those who rarely interact with consumers directly. In addition to sharing the voice of the consumers widely internally on a weekly, monthly and yearly basis using our intranet and email, we always consider what we can do for the consumers to leverage opportunities to take action by interacting with consumers based on both positive and negative feedback. In 2018, Suntory began appointing Consumers Service Leaders entrusted with the main role to further penetrate and grasp consumer-oriented business practices around the many sales sites which are one of the main contact points with consumers.

We welcome your feedback