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Our Approach to Customer Satisfaction |
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| In harmony with the Three Joys principle, Honda has always worked closely with its dealerships to maximize customer satisfaction. Every step of the way, from marketing and sales to aftersales service, the people at our dealerships are focused on earning and maintaining the trust of our customers, always seeking to deliver genuine satisfaction. |
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Enhancing Customer Satisfaction |
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| Working to maximize lifelong customer satisfaction |
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Honda works in close partnership with its automobile dealerships to provide the warmest possible welcome for our customers and ensure compliance with our policies. We make sure those interested in our products are given clear explanations and a level of service that leads to genuine customer satisfaction.
In April 2005 Honda and its dealers came together to define our approach to customer satisfaction.
The result was a key principle: we want to ensure that no one’s contact with us is limited to a single encounter.
We do our best to ensure that each customer enjoys a satisfying, lifelong relationship with Honda and its products.
In March 2006 Honda integrated all automobile dealerships in Japan under the Honda Cars brand. All Honda automobiles are available through any Honda Cars dealership, making our sales network more accessible and enhancing customer satisfaction. |
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| Personalized follow-up |
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| Starting in October 2006, Honda instituted an upgrade to its after-sales service procedures designed to enhance customer satisfaction. For example, dealer representatives consult each customer at the time of purchase as to whether they prefer to be notifi ed by telephone or email regarding scheduled vehicle maintenance. Through this kind of personalized service, we are striving to strengthen relationships with our customers. |
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| Strengthening the customer support functions of the Honda C-card |
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Seeking to enhance the experience of each customer who visits a Honda dealership in Japan, Honda has introduced special member support services to enhance the Honda C-card system.
In addition to functioning as a credit card, the Honda C-card offers cash rebates, special services accessible only to members, and a charity contribution system in which Honda donates a certain percentage of customer purchases to charity. The service began in October 1995. Some 920,000 customers were registered as of March 2007.
Starting October 2006, newly issued cards have been labeled to indicate Honda C-card membership and the availability of enhanced services. Holders of these cards can have their vehicle’s maintenance history displayed at any dealership or via the Internet, and are able to notify the Honda C-card network of a change of address at any time. To further broaden the range of options, the Honda C-card is now available without credit card functionality. This version can be issued on the spot. |
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Honda C-card
(with credit card function) |
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Honda C-card
(without credit card function) |
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| • Charitable contributions in proportion to purchases |
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| Operating Officer Manabu Nishimae (left) presents a donation from Honda to the Japan UNICEF Association at a June 2007 ceremony |
Since FY1996, Honda has contributed a fixed percentage of customer purchases via the Honda C-card service to the Japanese Red Cross and the Japan UNICEF Association. In 2007 Honda donated approximately 73.6 million yen.0.05% of total FY2007 Honda C-card purchases of 147.2 billion yen.bringing its total contributions to date to 512.57 million yen. |
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| Strengthening support operations at Honda dealerships |
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Conferring with customers at a dealership |
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Honda engages in a range of dealer support initiatives, including expert consultation services, to enhance the quality of service offered at our dealerships and ensure that Honda customers everywhere receive the same high level of service.
Honda Consulting Co., Ltd. was established in FY2006 with the mission of providing associate education. In FY2007 we strengthened its staff and services to enhance its ability to provide superior management consulting for dealerships, including guidance on how to recruit capable graduates and welcome them as new associates. |
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| • Training dealership associates |
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| To ensure that our customers’ vehicles are repaired promptly, Honda provides personnel at its automobile dealerships around the world with superior training and the most advanced diagnostic and repair equipment available. Soichiro Honda once said that when we work on a customer’s car, we are actually working on that customer’s feelings toward Honda. We put that thought into practice, ensuring that the people who deliver Honda service understand this underlying philosophy. |
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| Honda Automobile Service Technicians’ Competition (Nov. 2006) |
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| Providing dealerships with feedback from surveys |
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Customer satisfaction survey flow |
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To understand how best to serve our customers, Honda conducts periodic customer satisfaction surveys. A sample of customers is sent a survey, the responses are compiled and analyzed, and suggestions for service enhancement are communicated to dealerships. |
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| Innovations to facilitate appropriate product use |
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| Web-based automobile owner’s manual (Japan market) |
To help ensure that customers use our products appropriately and safely, Honda provides a comprehensive range of support information via user manuals, websites, informational DVDs and other media. Topics covered include product features, user instructions and cautionary notes. Information is presented in an easy-to-understand format designed to help customers get the maximum value from their purchase. To ensure that safety information is properly presented and any potential hazards associated with our products are communicated clearly, Honda established the Hazard Communication Standard in 1991. Appropriate cautionary labels are affi xed to all Honda products sold worldwide in accordance with our stringent standards. |
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Protecting Personal Information and Preventing Disclosure of Sensitive Data |
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| The development of our privacy policy |
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| Honda’s Conduct Guidelines, which were enacted in 2003 to guide the actions of associates, include sections on privacy policy and the handling of confidential information. Furthermore, in response to the introduction of Japan’s Personal Information Protection Act in 2005, Honda established a privacy policy to ensure compliance with all applicable laws and regulations. Under its provisions, personal information is not to be disclosed without the explicit permission of the person concerned, strict personal information security is maintained, and proper safeguards are in place to protect against unauthorized disclosure of information. An Information Confidentiality Committee was also created to enforce this policy and ensure optimal handling of information issues. Honda is obliged to provide written notification if any personal information is used in the creation of databases, or when the collection or handling of such information is entrusted to an external contractor. |
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| Working closely with dealers to protect customers’ personal information |
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| Honda provides guidance to associates at dealerships on the appropriate rules for handling the personal information of our customers. We hold seminars and distribute manuals to ensure that everyone is fully aware of the proper procedures. To ensure vigilance with respect to this important issue, dealership associates are issued information disclosure prevention checklists, along with a pocket manual on protecting personal information. |
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| Protecting Confidentiality: the Honda C-card |
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| To help protect Confidentiality, our Honda C-cards do not contain any personal information. |
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