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Initiatives to Make Good Use Of Consumer Feedback

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First we try to ensure consumer satisfaction when a consumer contacts us

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The Consumer Communication Center is committed to listening to consumer feedback and understanding consumers' opinions, and attempts to satisfy consumers with the motto of accurate, fast and kind response. When the Center is not able to provide sufficient answers, further research is conducted with the cooperation of Production and Engineering, and Research and Development. All feedback from consumers is entered into the Kao ECHO System on the day it is received.

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Product-relevant divisions conduct ongoing product improvements based on consumer feedback

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Each instance of consumer feedback in the Kao ECHO System is checked on a daily basis by employees in product-relevant divisions such as Marketing, Product Planning, Research and Development, Production and Engineering, the Consumer Communication Center, and Product Quality Management, who consider if there are points for improvement and whether the feedback could lead to better products. When there is an issue, ways to get to the root cause and address it are studied to improve products based on consumer feedback.

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Leaders of product-relevant divisions meet
together to confirm activities in terms of the wider picture and essential factors
to advance Yoki-Monozukuri based on consumer feedback

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The directors of product-relevant divisions such as Marketing, Product Planning, Research and Development, Production and Engineering, the Consumer Communication Center, and Product Quality Management meet together periodically. While confirming consumer feedback, they check whether divisions' activities could lead to consumer satisfaction through multifaceted discussions that cover the wider picture and essential factors. In these meetings, activities are revised and decisions are made on critical issues to advance Yoki-Monozukuri based on consumer feedback.

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