Promoting the Acquisition of Consumer Affairs Advisor Credentials

In Japan, Panasonic actively promotes the acquisition by its employees of Consumer Affairs Advisor* credentials with the aim of fostering a customer-oriented corporate culture, and we put those employees to work as leaders in driving that consumer-oriented culture.
As of April 1, 2019, 361 employees affiliated with the Panasonic Group had acquired this certification.

Consumer Affairs Advisor System
The Consumer Affairs Advisor System consists of a qualification based on certification under the authority of the Prime Minister and the Minister of Economy, Trade and Industry. (The examination and certification organization is the non-profit organization the Japan Industrial Association.) The goals of the system are to create bridges from consumers to companies and government, to effectively reflect the ideas and opinions of consumers in suggestions for corporate management and government administration, and to foster individuals who can contribute to society in a wide array of fields, including providing quick and appropriate advice in response to complaints and other inquiries from consumers.
(From the Japan Industrial Association website)

Number of Employees Certified over Time (as of April 2019)

Promoting the Acquisition of Consumer Affairs Advisor Credentials Number of Employees Certified over Time (as of April 2019) 2011 / 270, 2012 / 408, 2013 / 416, 2014 / 414, 2015 / 404, 2016 / 415, 2017 / 398, 2018 / 375, 2019 / 361 (Year / People)

From 2012, the figures include employees from the former Panasonic Electric Works Co., Ltd.

Consumer Month* Initiatives

In conjunction with Consumer Month, designated by the government of Japan, Panasonic actively implements its own plans including the following throughout the month of May every year, and works to cultivate a customer orientation in all of its employees.

  1. The President sends out a message for Consumer Month, making a thoroughgoing appeal to all employees about the significance of the special month.
  2. The Company creates original Consumer Month posters and raises awareness by distributing and displaying them at all business sites.
  3. The Panasonic Group also holds a Consumer Month Commemorative Symposium which includes participation from individuals responsible for consumer-related activities at all business sites, as well as those with responsibility in relevant divisions and individuals with Consumer Affairs Advisor certification, in an effort to promote management that is in line with consumer intentions. In FY2019, we invited a lecturer to speak on consumer-oriented management from the consumer perspective. Held on May 17, the talk was followed by a discussion that shared two Panasonic initiatives: one was on the importance of universal design, with the title, "Starting with Knowledge: The State of Panasonic's UD and How to Approach UD"; and the other covered acquiring the Murasaki (purple) Certification—the highest grade of the Omotenashi Standard Certification System—and was titled, "Having a Showroom with One-on-One Service for Each Customer."

* Consumer Month
Japan's Consumer Protection Fundamental Act (predecessor to the Consumer Basic Act) was enacted in May of 1968. On the 20th anniversary of the creation of this law in 1988, May was designated Consumer Month. (From the Consumer Affairs Agency website)
Every year during this month, consumers, businesses, and government agencies come together to participate in focused work on education and awareness-raising concerning consumer issues.

The Fiscal 2019 Consumer Month Commemorative Symposium
A Fiscal 2019 Consumer Month poster

Reflecting the Voices of Panasonic Customers in the Company’s Products and Services (VOC Activities)

In what it calls Voice of Customer (VOC) activities, Panasonic uses a variety of methods to listen to customers in order to improve its business activities.
The voices of the company's customers are heard via the opinions received through the Customer Care Center and Panasonic's sales companies and partners, showrooms, and service companies.
Panasonic utilizes the results of its analyses—through coordination between its product planning, design, engineering, and quality departments on the one hand, and its marketing and sales departments on the other—in improving product development, functionality, quality, instruction manuals, catalog updates, and marketing activities.
Panasonic considers its VOC activities to be practical implementations of its management philosophy to improve customer satisfaction. The company encourages all employees to engage with the voices of the company's customers in all their work.

STEP 1 Respond to customer inquiries and issues

Our Customer Care Center responds to the inquiries and issues brought up in telephone calls and letters received from customers on a daily basis. Marketing divisions also receive opinions from customers through sales people and partners.

STEP 2 Analyze the customer's opinion

Customer opinions are recorded, entered into a database, and analyzed every day.


STEP 3 Identify areas in need of improvement based on customer opinions

Customer opinions are analyzed to identify the root of the problem, such as how easy it is to use a product or understand a user manual, and raised as possible areas in need of improvement.

STEP 4 Learning from our customers' opinions to improve products, user manuals, etc.

Meetings are held in divisions in charge of product development and user manuals to discuss issues that have been raised and look for ways to improve products and services.

Overseas, Panasonic strives to improve its customer relations by using Net Promoter Score (NPS) surveys and post-repair questionnaires to evaluate the authorized service providers and service engineers who are one point of contact with the customer.

Educating Consumers to Use Products Safely

As part of its contribution to society, Panasonic works with municipalities and consumer groups throughout Japan to hold consumer education courses. In addition to courses whose themes are of great interest to consumers—"Tips for Getting the Most Out of Your Home Appliances," "Dwelling Safety" (on equipment in residential buildings), "Tips on Storage," "Renovating," "Crime Prevention," and many others—the company offers educational courses on topics covering the occasional concerns and needs of customers. All these courses are enjoyable, easy-to-understand, and well-attended.

In response to an increased awareness of the environment and the need to conserve electricity, Panasonic's Life Solutions Company has offered "Eco Lighting Classrooms"—which involve LED lighting fixtures—and "Eco and Solar Power Generation Classrooms"—which teach how solar power works—in elementary, middle, and high schools throughout Japan. In fiscal 2019, around 8,000 pupils in 146 schools participated.

Panasonic provides information to consumers on its website about the safe and environmentally friendly use of household appliances. In April 2016, this information was reorganized as the "KADEN POCKET (Appliance Guide)" to make it even easier to understand.

* Japanese only

This explains the proper way to use household appliances safely for years to come, with references on what to check for in each product and examples of what not to do. The page provides information for expanding customers' understanding of product safety.
This KADEN POCKET brings together tips, by product, on how best to use household appliances with minimal power consumption. It also provides other useful information for saving electricity and reducing energy consumption.