Implementing customer satisfaction

Motorcycle initiatives

Enhancing the provision of service information to customers and repair shops in emerging nations

In emerging nations (such as Africa) where demand is growing rapidly, there are large numbers of customers who cannot read. Additionally, an extremely large number of customers take their motorcycles to familiar roadside service businesses (repair shops) to have maintenance and repair work performed.

Against this backdrop, Honda has developed word-less service information (in the form of a pair of leaflets) for customers in emerging nations as well as picture-based training materials as part of an effort to value customer in these markets.
The leaflets, which comprise maintenance and repair editions, are designed so that they can be easily understood, even by customers who cannot read, so that they can enjoy their motorcycle with peace of mind over the long term. In fiscal 2013, Honda Manufacturing (Nigeria) distributed a hanging, laminated chart that could be displayed even where there were no walls. In addition to arranging for it to be hung at motorcycle taxi stations for viewing by motorcycle taxi drivers, a key customer group, the company sent the charts to repair shops.
The picture-based training materials consist of a careful compilation of the minimum necessary work procedures so that instructors can offer training anywhere even electricity infrastructure is poor in the field.

Honda Manufacturing (Nigeria) includes a leaflet with each motorcycle sold. Working with associations of local repair shops, the company has also held 45 training tours during 2012, reaching a total of 1,830 mechanics so far. During 2013, it plans to continue the program, offering 30 tours for 1,200 mechanics.

In addition to providing educational opportunities to the market in order to create an environment in which customers can receive maintenance and repair service whenever and wherever they need by going beyond dealer service, these activities help customers maintain the performance of their motorcycles and use them safely.

They also help make ownership more economical by improving fuel economy, lowering CO2 emissions, and lengthening the motorcycle service life. Going forward, Honda will strive to improve customer satisfaction by providing higher-quality service to offer peace of mind and trustworthiness to customers worldwide.

A roadside service business working on motorcycles, a common sight in emerging nations

Picture-based training

Checking training materials an actual motorcycle

A motorcycle taxi rider looks at a hanging chart

Example of how hanging charts are being used in repair shops

Maintenance leaflet : Maintenance edition and Repair edition

Automobile initiatives

Japan: Ensuring motorists can drive Honda vehicles safely

Highly skilled service personnel with extensive knowledge of Honda vehicles provide high-quality after-sales service at Honda Cars and Honda Auto Terrace, Honda’s automobile dealerships, where they make use of proprietary tools developed by Honda, electronic diagnostic devices, and other systems along with extensive vehicle quality information gathered from dealerships across Japan.
As of December 2012, about 1.4 million customers had taken advantage of bundled services including regular inspections and oil changes, and more than half of all new vehicle purchases included Honda’s extended warranty, helping the company achieve a high level of customer satisfaction.
Dealers work hard to ensure that customers can enjoy their Honda vehicles with confidence and peace of mind under the best possible conditions by offering a wide range of services to provide a pleasant ownership experience, including by enhancing Honda's menu of car maintenance services, a reasonably priced selection of ways to refresh vehicles inside and out.

Honda Maintenance Station

Japan: Customer support via the Honda C-card

Honda offers the Honda C-card to provide an optimal level of service to customers at all times. As of March 2013, the card, which combines a point-based cash rewards program, preferred service for members, a charitable donation program, and other benefits with basic credit card functionality, had been issued to a total of some 2.83 million members since the start of service in October 1995. Additional "Honda C-card Members" services were added in October 2006, including the ability to reference a vehicle's maintenance history and the ability for cardholders to notify Honda of their address changes 24 hours a day. We've also added a Honda C-card without credit card functionality as an additional choice for customers.

Honda C-card

Donating funds based on Honda C-card usage

Each year since its introduction in 1995, Honda has donated a fixed percentage of customers' Honda C-card usage to the Japanese Red Cross Society and the Japan Committee for UNICEF. In 2012, these donations totaled ¥793 million.

Left: General Manager Kato of Marketing Operations (left) receives Donation Certificate Appreciation from Executive Director Ken Hayamizu of the Japan Committee for UNICEF (right) at a charitable donation presentation ceremony
Right: General Manager Kato of Marketing Operations (right) receives Donation Certificate Appreciation from the Vice President Otsuka (left) of Japanese Red Cross Society

Increasing service staff members' technical skills

A unique service education system

Honda offers a range of training for dealer service staff through the Honda Automotive Service Education System. The program is based on Honda Automotive Service Training System (HAST), which incorporates not only technical but also customer service content in order to foster the simultaneous development of both technical and customer service skills. The program, which includes training in specialized subjects as well as training for full-time workers, meets the needs of a broad range of field staff.

Honda also offers the Body Paint (BP) Training Program for body repair and painting staff in order to foster the development of specialists in those areas.

Recently, we have been working to enhance the technical skills of service staff by increasing the percentage of these workers who hold Service Engineer certifications*1 and expanding a trainer program*2 designed to bring HAST training to the prefectural and corporate levels.

*1 Trainer program: A program that builds on HAST training in order to offer trainer education to exceptional staff at the prefectural and corporate levels.
*2 Service engineer certification: A series of service engineer certifications (grades 1 through 3) reflecting level of training have been established under the HAST Program and the BP Training Program.

Training in classroom session and practice

Giving service personnel a chance to hone their skills at the Honda Automobile Service Skill Competition

Honda holds the Honda Automobile Service Skill Competition to provide an opportunity for service personnel from across Japan to put their service skills, knowledge, and hospitality to the test at a venue designed to stimulate participants to hone their skills while fostering the development of the next generation of service professionals.
The competition consists of three events: the Service Engineer Course, where individuals compete to gauge the precision with which they can diagnose malfunctions and replace parts; the Corporate Team Course, where teams of three compete in a simulated customer service from reception to delivery as well as malfunction diagnosis; and the Reception Staff Course, where participants compete in a role-playing format that tests their ability to serve customers as reception staff. A maintenance contest where participants compete to see who can disassemble, measure, and assemble functional parts with the greatest speed and precision is held at the same time. Through the Service Skill Competition, Honda is striving to train its service personnel to a higher level.
Through their participation in an event that allows them to exhibit the skills they have developed through their daily work, service personnel both increase their awareness of the importance of building skills and help improve service quality at Honda.

Participants compete at the Corporate Team Course of the Service Skill Competition

Overseas: Products that bind customers to Honda

Honda strives to deliver an optimal level of service to customers worldwide based on its philosophy of creating and expanding customer joy worldwide through service. The company shares advanced service activities and approaches from different countries with personnel worldwide through Customer Service Operations in Japan as it works to expand its program of initiatives in ways designed to complement each country’s market characteristics.
To provide a pleasant ownership experience for customers, Honda dealers offer a range of regular inspection packages with various payment and service options as well as extended warranties designed to ensure customers are able to enjoy their products over the long term. These products continue to evolve on a daily basis in each market in response to customer needs, which are diversifying worldwide. As of January 2013, they were being offered by dealers in more than 30 countries.
Going forward, we will strive to expand customer joy to include all countries as we create strong bonds linking customers and Honda in markets worldwide by bringing these activities to emerging markets.

Power product initiatives

Enhancing the way we provide service information to customers and dealerships: Consumer products edition

In emerging nations, where demand is growing rapidly, products are carried by businesses other than Honda dealers, making it necessary to provide appropriate service information to general retailers. Even as we've been building a service network linking Honda stores, we've also enabled the direct distribution of the minimum amount of service information needed by general retailers and customers via the Internet. Specifically, we improved our engine information website to add consumer products information.
We also asked for local feedback about the types and categories of service information that should be provided, and we selected, compiled, and otherwise prepared information based on that input. As a result, we began offering service information for generators and outboard engines in addition to engine information in fall 2010.
As of March 2013, this information was available in 43 countries, and it was being accessed about 13,000 times each month.
Additionally, the website incorporates a mechanism for soliciting market feedback about needs related to information dissemination, site content, and product serviceability. These questionnaires make it easy for customers to submit requests and opinions to Honda.

Power products service information website

Service information at an African dealership workshop

Expanding an initiative to reduce complaints

Thanks to an initiative to address complains by soliciting customer feedback that was launched in Japan in June 2006 and subsequently implemented in Europe and the United States, the complaint rate (obtained by dividing the number of complaints per month by the number of power products sold over the last year) has been falling.

About seven years of experience with this initiative has taught us that customer complaints and requests concerning our products exhibit great variety as a result of regional differences in culture, climate, and lifestyle, revealing significant differences in how products are used. Recognizing the breadth of those differences, we began developing similar systems in China and Thailand in April 2012 and in India in October so that we could better gather customer feedback in those countries as well.

Specifically, a regular meeting to reduce customer complaints is held in each country on a monthly basis. In addition to facilitating the sharing among relevant departments of information about every piece of customer feedback received by customer service hotlines regarding our business operations, including products as well as sales and service activities, and the examination of improvement measures, these meetings provide a venue for reviewing the progress and results of those measures and ensuring that they are incorporated into a growing feedback database. We also work to eliminate customers' complaints at the source by investigating the root causes of complaints, identifying issues that need to be resolved, and implementing measures as the departmental level to do so.

Customer complaints that go beyond the regional level and have the potential to impact the power products business as a whole are identified and shared along with information about effective countermeasures among facilities worldwide.

Including a quick reference guide in product packaging

In order for customers to be able to use the products they purchase in their original condition as long as possible, it is critical that they operate them properly and inspect them regularly. Honda Siel Power Products in India packages a quick reference guide with generators sold in emerging nations. Designed so that they will be available for use whenever they are needed.
These guides incorporate following characterics:
1. Operating instructions on the front and a description of how to perform a regular inspection on the back, 2. Illustration-based explanations, 3. All on a color-printed A4-size sheet (designed so that it can be reproduced clearly as a black-and-white copy), and 4. Uses paper that will not tear even if it gets wet.

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