Panasonic has established a set of Basic Rules for Response to Customers (compliant with ISO 10002 and JIS Q 10002) for responding appropriately groupwide to inquiries and complaints from customers. The Head Office CS Center oversees the implementation of these regulations, which apply to all work relating to customer relations in Japan by Panasonic or by affiliates that handle products bearing the Panasonic brand. In those business sites in Japan, the company has implemented a Management System for Response to Customers as a mechanism for utilizing information in management that is received from customers. These sites conduct periodic self-audits and make other efforts to improve the quality of customer relations.
Overseas, the company has implemented ISO-compliant management systems based on the Basic Rules for Response to Customers and tailored to the legal system in each country or region.
Fundamental Stance on Customer Satisfaction (CS)
Since its foundation, Panasonic's management philosophy has been to contribute to society through its products and services while always putting the customer first. Based on this philosophy, the company strives to improve customer satisfaction and offers products, solutions, and services that enrich the lives of people around the world.
When providing customer service, Panasonic strives for sincerity, accuracy, and speed, and acts with humility and appreciation. This finds its basis in the principle of "true service" that the company's founder described. The company's fundamental stance is thus to provide customers with trust, peace of mind, and satisfaction.
The Fundamental Concept of Customer Satisfaction (The Pursuit of Customer Satisfaction)
The only way for those of us engaged in business to earn trust is to have everyone, regardless of whether they are working in the manufacturing division or the sales division, cater completely to the demands of the customers on all points and work strictly under the basic rule of producing or selling not even one product that cannot perform its function well.
Perfection can be reached only by paying careful attention not only to the manufacturing details but also to where our products are going and making efforts to completely satisfy the customers and provide flawless service.
August 1940 statement calling for a quality products campaign
(From Matsushita Electric's 50-Year History)
Service Philosophy (True Service)
The customer's satisfaction is our satisfaction.
True service resides in mutual satisfaction.
Service is an integral part of any business. A business that does not provide service is no business at all. Service, therefore, is the duty and obligation of any business person. But there's nothing more aggravating than service provided only out of a sense of duty. Customers can sense it.
Service means satisfying customers, and when we satisfy our customers, we in turn find satisfaction in a job well done.
Satisfied customers and satisfied employees: This is what constitutes true service.
August 1967 issue of PHP Magazine
Responsible Executive and Framework
The executive officer in charge of CS is Executive Vice President Kazunori Takami (as of August 2016).
The CS Center established at the Panasonic head office and the CS departments established at each of the four Panasonic Companies (Appliances, Eco Solutions, AVC Networks, and Automotive & Industrial Systems) cooperate to implement Panasonic's customer satisfaction initiatives. Overseas, the CS departments of Panasonic's sales companies around the world collect local information concerning services and quality, as well as customer requests and so forth. This information is used to ensure the quality and safety of products and to help develop products that match the needs of customers in each market.
CS staff in Japan and abroad share the knowledge and experience that they have accumulated to endeavor to provide better customer service around the world.
Customer Relations Structure
Customer Inquiry Response System
In Japan, Panasonic deals with inquiries from customers before they purchase products as well as with their concerns about how to use them after purchase through the Customer Care Center. The Customer Care Center is open from 9:00 am to 8:00 pm, 365 days per year. There are separate phone numbers for each product. Customers rarely spend a long time on hold; the Customer Care Center is organized to provide accurate and rapid service.
When customers make inquiries on the Panasonic website by typing in a question, the site displays multiple relevant FAQs. Thus, the company strives to provide quick responses to questions. The company analyzes the search keywords that bring customers to FAQs and the number of times that the questions are viewed to increase the precision of the FAQS, so that the information that customers require is accurate and displayed quickly.
Because these FAQs are organized so that customer's problems can be solved without the customer needing to contact the Customer Care Center, the number of inquiries at the center is trending downward.
Panasonic operates call centers in each country/region outside of Japan as well, handling all types of inquiries as well as intake for repairs.
The website for each country includes FAQs, and we are working on building ways to allow customers to resolve their own issues as they are able to in Japan.
Number of Inquiries at the Customer Care Center (for Individual Customers) Over Time
Repair Service Organization
The CS Company (repairs and spare parts department) of Panasonic Consumer Marketing Co., Ltd. is in charge of repair services for consumer electronics products in Japan. Panasonic Eco Solutions Techno Service Co., Ltd. is in charge of housing facility products.
These service companies constitute a network across Japan and employ full-time customer engineers who have close ties to their local regions as well as advanced technical skills and experience. The network provides swift and reliable at-home repair services in response to customer requests. The repair services system is organized such that repair requests are received 24 hours per day, 365 days per year; Panasonic makes particular efforts to provide repair services as quickly as possible for products that are everyday necessities.
Number of Service Locations of the CS Company, Panasonic Consumer Marketing Co., Ltd.:
102 locations throughout Japan (as of March 2016)
Number of Service Locations of Panasonic Eco Solutions Techno Service Co., Ltd.:
40 locations throughout Japan (as of March 2016)
Initiatives for Improving Repair Service Windows
With the goal of making it more convenient for customers requesting repairs, Panasonic has made arrangements for receiving requests via websites and for courier services to pick up customers’ products before repair and to deliver the repaired products when they are ready. The company has also established repair service windows at its Repair Factory in Tokyo's Akihabara for its LUMIX digital cameras and Let's note notebook PCs, which offer same-day repair service. The company has also started up a LUMIX Concierge Service that provides product and repair consulting, as well as cleaning services at the Repair Factory and the Panasonic Center Osaka. Panasonic is working to provide service offerings that mesh with customer lifestyles and life stages, including one-stop service.
Global Repair Service Centers
With the aim of providing satisfactory service to all its customers around the world, Panasonic is focused on building a global service network. In recent years, there has been an increase in the number of overseas tourists visiting Japan and a corresponding increase in the number of customers who purchase Panasonic products during trips to the country. Because of this, Panasonic is striving to enhance the functionality of its repair services overseas for customers who have purchased products (specifically Tourist Models) as tourists.
Numbers of Repair Service Centers (Overseas Numbers for FY2015)
Number of Repair Service Centers
Europe & CIS
Southeast Asia & Pacific
India, South Asia, Middle East & Africa
China & Northeast Asia
*Japan: CS Company, Panasonic Consumer Marketing Co., Ltd.
CS System for Enterprise Business
Housing Facilities-Related Products
Through its corporate customer-oriented support window for energy-related products—which include lighting fixtures, information systems, electrical facility materials, housing facilities and materials, and solar power generators / power storage facilities—Panasonic has created a rapid system that can respond to its corporate customers (partners) with problems regarding construction, installation, and configuration.
In the area of commercial equipment—which includes video, security, information, communications, automotive, and commercial air conditioning equipment—Panasonic's sales companies in each field provide unified support at every stage, from product proposals to design, construction, and repair services. By providing total solutions that meet its customers' needs, Panasonic strives to raise levels of CS.
Commercial Networking Equipment
Panasonic Group sales companies that are in charge of commercial networking equipment, as well as Panasonic sales partners, understand the diverse needs of individual customers and provide total solutions that include everything from product proposals to system implementation, sales, construction, maintenance, repairs, operations services, and cloud services.
In addition, Panasonic delivers "new value" that supports customers in executing their business strategies and improving their work processes.
Through its CS-related activities, the company uses its points of contact with its customers—including support desks, repair services, and maintenance—to build trusting relationships. Panasonic provides continued support to its customers when they experience any difficulties and aims to contribute to improving their productivity and profitability.
Concerning automotive equipment, the Panasonic group sales company (Panasonic Automotive Electronics Co., Ltd.) cooperates with dealerships to provide after-service for Panasonic-produced car navigation, audio, and other equipment in an effort to improve CS.
Panasonic is also building organizations and systems that allow early detection and early resolution of nonconforming products to provide rapid and thorough services to meet the needs of car manufacturers in the provision of genuine on-board equipment.
Panasonic has established common global management items whose goal is to deliver higher levels of service quality by setting targets. It periodically measures its success at achieving those targets and strives to make improvements based on the results. The company is also engaged in creating new standards and indicators with the aim of optimizing service costs.
Activities for Improving Customer Satisfaction in BtoB Systems Solutions Busines
Once every year, Panasonic conducts a survey of customer satisfaction in solutions business from sales proposals to maintenance and service to check for gaps between customer expectations and customer evaluations of Panasonic, and connects those results to improvements of services to our customers. The survey is given to roughly 400 companies from among Panasonic's partners that resell systems products to other businesses within Japan and our direct sales customers. The company has been conducting these surveys continuously since 2008. The survey consists of 46 questions concerning five major items: sales proposals, products and SE, repairs and maintenance, construction, and CSR. In addition to asking that respondents answer those questions, Panasonic also provides respondents with spaces to freely write their opinions of and requests to the company. The company also follows a cycle of improvement based on analyses of the results of the survey as follows: Plan: Draft plans for improvement initiatives → Do: Execute improvement activities → Check: Verify improvement progress → Act: Survey customer satisfaction. The company works to improve customer satisfaction by implementing improvements to products, system solutions and services by making the most of the results of the survey, in cooperation with manufacturing divisions such as product planning, design, engineering, and quality, and customer support divisions such as marketing, sales, construction, and maintenance services.