CSR Site Map

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

Realizing Customer Satisfaction

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

Voluntary Declaration toward Consumer Orientation

Basic Policy on Customer Satisfaction and Course of Action

We stipulated the Basic Policy on Customer Satisfaction in 1999 in order for each and every one of our employees to take action while always recognizing the goal of providing customer 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 Customer Satisfaction

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

Course of Action for Customer Center

  1. 1.
    We will respond to customer 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 customer.
  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 customer.

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 customers to make inquiries and complaints in these regulations, which are clarifying the active efforts and responsibility to respond to customers with the objective of maintaining and improving customer 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 Customer Relations Division in an effort to cultivate a climate that nurtures activities able to satisfy the customer.

CREDO (SUNTORY MIND for Customer Service)

Responding, Sharing and Utilizing Customer Feedback

Our Customer Center uses a proprietary information search system to respond quickly and accurately to customers so that those who make inquiries, etc. are not left waiting.
By recording the result of the responses when inquiries are received thought inputting the information in our core information management system, valuable information from the customers is shared immediately with relevant departments to enhance quality, improve risk management, etc.
We periodically share the feedback we receive from the customers with relevant departments to strengthen our VOC activities*1 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
    VOC (Voice of Customer) activities: Activity to reflect customer feedback in management policy.

Flow of Consumer information

Customer voices to our Customer Center (Results of 2019: Approx. 87,000 )

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

93% of the Customers Will Continue to Use Our Products

We send a "Voice Card (survey about services)" to inquire about the satisfaction of the customers 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. 93% of the customers who filled out the Voice Card told us they will continue to use our products in the future (2019 results).

Making Use of Customer Opinions

We are aiming to improve quality, product development and the provision of information through incorporating opinions and requests from the customers. Having a point of view of the customers is crucial in developing products that are safe and easy to use. We carefully listen to the feedback of the customers, and aim to provide kinder, gentler products to all people.
We listen to customer feedback carefully and use it to continuously improve our products and services. Customer 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 customer’s point of view.

<Examples Utilizing Feedback in Products>

Improving the Labeling on Our Mixer "Kotowari Sakaba Lemon Sour no Moto"

Since its initial release in February 2018, we have received inquiries from customers about how to consume the product who had a difficult time understanding what "soda" in "soda mixer" meant. Therefore, during product redesign from December of the same year, we changed the labeling from "Soda" to "Carbonated Water" (the Japanese equivalent of carbonated water is to understand than soda in Japanese) so that customers who purchase it for the first time can better understand the recommended way to consume it.

Improved the Removal Indication on Labels Found on Plastic Wine Bottle Produced in Japan to Make it Easier to Identify

We received feedback from customers who said that it was difficult to find where to peel the label found on our plastic wine bottles produced in Japan. Therefore, from September 2018 we made it so that the indication that marks where to peel the label is easy to identify, first making changes to labels on products including "Delicious Wine without Anti-oxidation Agents" and "Delica Maison."

Expanding communication outlets: Use of online and SNS tools

We work to enhance information on the Customer Center homepage leveraging videos and illustrations for customers who prefer to search for information online, in addition to the communication via telephone calls, letters, and e-mails. English inquiry form is also available to respond to inquiries from overseas customers. In addition, we have also established a dedicated SNS account to actively support feedback from the customers.

  • Suntory Customer Center homepage
    (PC Site)

  • Suntory Customer Center homepage
    (Smartphone Site)

Suntory Customer Center homepage

Spreading the Word About Our Consumer Oriented Initiatives Throughout Society

The Suntory Group actively spreads information about its Consumer oriented management philosophy and initiatives thought various media and activities.

Voluntary Declaration of Consumer Orientation and Voluntary Declaration of Consumer Orientation Activity Report

In April 2017, we revised our customer oriented philosophy and initiative policies passed down since the founding of Suntory to draw up and release Voluntary Declaration of Consumer orientation. The specific activities that we have undertaken based on the declaration are reported to society in the Voluntary Declaration of Consumer Orientation Activity Report. We were awarded the Commissioner award in January 2020 for the 2019 Award for good practices of consumer-oriented management hosted by the Consumer Affairs Agency.
As a company that discloses its Voluntary Declaration of Consumer Orientation, we have provided the declaration and content of activities on the Customer Affairs Agency website.

Voluntary Declaration of Consumer Orientation

Voluntary Declaration of Consumer Orientation Activity Report

Workshops for University Students

A workshop for learning about Consumer orientation is held annually for approximately 50 university students who will be working in the near future.
Through the work of learning about Suntory's Consumer oriented spirit and experiencing product development from a Consumer perspective, we are creating opportunities for each individual to think about being customer orientation and incorporating this mindset in work activities.

  • Discussion on product ideas

  • Presentation of new product ideas by each group