Customer Engagement Strategy for Achieving the Greatest Possible Satisfaction and Trust
Shinnihonseiyaku pursues value creation tailored to individual customers. We strive to gain a deeper understanding of customer insights in an effort to deepen communication, maximize customer satisfaction, and sustainably enhance our corporate value.
Utilizing AI to generate corporate value
We are building a database known as “Advanced Relationship & Analytics Technology Architecture” (ARATA) that combines our customer database with AI technology on the strength of the human communication that we have cultivated to date. ARATA is the foundation for our database marketing, and we use it to integrate purchasing histories, customer behavior data, call center inquiries, and more. Analyzing this data using AI gives us a deeper understanding of our customers, which we use to enhance marketing measures and improve customer service, helping us optimize communication with each customer and improve their customer experience.
Using voice recognition to reform the Call Center
With 2.42 million calls from customers per year, our Call Center hears many questions and concerns about our products and services that indicate a lot about what our customers want. To translate this valuable information into better service, we use voice recognition and AI-powered summarization technology to automate records of our responses. This has streamlined post-processing, including the call center staff’s creation of records after executing responses. We have reduced the workload by more than 700 hours per month, creating more time for Call Center employees to focus on dialogue with our customers. Additionally, using records on file in subsequent responses gives Call Center employees access to customers’ past consultations, helping them engage in continuous communication tailored to individual customers and improving the quality of their responses.
Enhancing advertising analysis
We use ARATA to improve our analysis and targeting of our advertising. Swift, extensive analysis of data on advertising effectiveness allows us to run ads with better targeting based on customer attributes and behavioral characteristics. The resulting progress in verifying the effectiveness of measures, streamlining analytical work, and expediting decision-making in overall marketing activities has delivered several tens of millions of yen worth of cost efficiency improvements while also helping improve operational efficiency.
Outlook
We will continue to use the ARATA database to further advance our database marketing initiatives. We will analyze VOC* on file and utilize AI to gain a deeper understanding of customers’ needs and use the information to improve our products and services and create new value. Through these initiatives, we will continue to offer value tailored to customers and aim to achieve the greatest possible satisfaction and trust.
* Voice of customer
Leveraging VOC to improve products and services
We consider VOC from our Call Center and customer touchpoints to be an important management resource. The VOC we gather are stored and analyzed as data and continuously fed back into product development, quality improvement, and service design. Our efforts to utilize VOC enable us to improve our products and services to more accurately meet customer needs, creating a sense that customer feedback is reflected in corporate activities. This has had the effect of strengthening relationships with our customers and engendering increased engagement and brand trust.
Examples of VOC-based improvements in FY2025
■ Improved container design to make contents more visible
Customers provided feedback about the inability to open the inner lid of seasonal product PERFECT ONE SP Night Cream to check how much product remains. We modified the pump so that it can be opened. Now, customers can easily check the contents.
■ Developed a special measuring spoon for proper portioning
Customers indicated that they had difficulty measuring out the right amount of Slimore Coffee with their spoons at home. We designed a special measuring spoon to make it easy to measure out the right amount.
■ Developed a new color to facilitate mixing into the skin
Customers expressed concerns about white cast and asked for a beige color in the lineup of PERFECT ONE SP UV Protect Powder. We developed a new color, Pink Beige, that mixes into the skin well that feels the same as the existing product and delivers the same UV protection.
Awareness Exhibitions
Every year, we hold “Awareness Exhibitions” within the company at which we share suggestions and feedback from customers and examples of how we responded throughout the company to foster empathy with customers. The exhibitions include an area displaying past products that demonstrate our history, and an area introducing customer feedback and examples of the improvements we made in response.
This exposure to the Voice of customer presents employees in all divisions and roles with opportunities to further their awareness of the importance of thinking from customers’ perspectives and meeting their expectations.
Photos from the exhibitions
Demonstration Booth
All-in-one gel liquefies when mixed with sweat and other saline matter
Serum Sampling Booth
Relying on texture and aroma to identify products with their packaging concealed