Activities to Improve Customer Satisfaction
Management
Social Issue
In recent years, the rapid digitalization of society has made it possible for customers to gather substantial information on the Internet and then share and disseminate that information via various communication channels, and advanced technologies like AI and IoT have contributed to this trend. Furthermore, both the quality and quantity of this information continue to increase. In order to further improve customer satisfaction in this environment, Casio believes it is necessary not only to differentiate itself through the quality and technologies it offers directly, but also to identify customer opinions and values to ensure accurate Voice of the Customer (VoC) analysis and reflect the results in its provision of products and services.
Policy
Guided by the Casio purpose—“Through the power to put wonder at hand, bring new levels of joy to lives one by one”— the CS Headquarters is striving to practice purpose-driven management, working to provide products and services that exceed expectations while valuing interactions with each individual customer. To achieve this, the headquarters works to enhance customer engagement and ensure internal dissemination of the VoC.
Through three major customer satisfaction (CS) activities, Casio is working to improve after-sales service and product quality. It is using consumer feedback to improve products and services, in order to maintain customer trust and provide peace of mind.
After-sales CS
- Enhancing staff training programs to improve product knowledge, repair technical skills, and customer service skills
- Boosting customer service quality by having staff acquire public qualifications
- Improving customer service sites
Functional CS
- Striving to ensure that customer feedback around the world is always delivered directly to the right place within the company and to take unified improvement measures
- Working to improve product functions
Quality CS
- Compiling and analyzing information on customer inquiries and product defects around the world
- Striving for early detection, rapid response and prevention of recurrence of problems
From product planning and development to after-sales service, Casio works closely with customers to envisage the ideals for products, and implements group-wide improvement activities such as proposing improvements to product planning and development and providing services that enhance customer satisfaction. With three main customer satisfaction activities as the basic policy, Casio consolidates customer perspectives from a user-first point of view, shares the information across organizations, including at the senior management level, and uses it in improving after-sales service.
Casio also released internal guidelines for all employees to increase their understanding of customer satisfaction. Casio encourages each and every employee to recognize and take action on the opportunities they have to take the initiative on customer satisfaction in the course of their duties.
In striving to enhance customer satisfaction grounded in on our three core CS activities, Casio has established a CS Headquarters devoted to collecting customer feedback based on the user-first principle. Aggregated customer feedback is reported to management, then the information is shared so that other business divisions, the Quality Assurance Unit, Production Headquarters, and Global Marketing Headquarters can cooperate in utilizing it to deliver enhanced product development and after-sales service.
Note: While the flowchart here centers on the CS Headquarters, information regarding matters such as quality is reported to top management from relevant individual departments, as well
Activity Results
Customer Support Center Initiatives
In order to respond to customer inquiries regarding Casio products, a customer support center was opened in 1981.
With the vision of making all customers lifelong Casio fans, the department works to improve value in the Casio brand by directly interacting with individual customers on a daily basis and responding appropriately to their inquiries, recognizing the value of this important contact point with customers. The center is working to establish a system for broadly and efficiently compiling VoC feedback and to build a foundation for becoming a demand-creating company by enhancing the value of this customer voice data.
The department also strengthens mutual cooperation with the customer support centers set up at group companies around the world, improves the customer experience in ways suited to each particular region, and establishes systems to reliably collect local customer feedback.
Emphasizing the sensibility of “consideration”
When responding to customer inquiries, the Customer Support Center strives to respect customers and serve them based on the wish to be helpful. At the same time, the staff do not simply answer customers’ questions; they strive to accurately grasp the core reasons for each inquiry, and to solve these problems appropriately, while emphasizing good interpersonal communication. Casio also strives to keep improving the value of the customer experience by conducting periodic satisfaction surveys concerning customer service response.
Expanding customer touchpoints and sharing and utilizing customer feedback
The Center is constantly working to expand its channels of communication with customers, as communication styles diversify with changing social trends. The Center works hard to provide the support that customers expect via each channel. Especially, Casio is striving to provide content that allows users to resolve problems themselves on its customer support websites, which serve as important touchpoints for customer interaction. Similarly, we leverage cooperation with local customer support centers, augmenting the content on customer support websites around the world.
The Center shares opinions and inquiries received from customers with relevant departments such as the development and sales departments. This customer feedback is then used to make even better products and services. At the same time, Casio is actively working on improvement that enhance customers experience value, based on analysis of customer feedback.
Dealing with Customer Harassment
Since 2019, Casio has initiated countermeasures against customer harassment, establishing a group-wide framework across our group companies in and outside Japan. In March 2025, recognition for our efforts, including basic policy formulation, consistent response standards, and reviews of existing organizational structures, led to our certification under the Safe and Vibrant Workplace Rating program in Japan. We continue working to foster a sense of security for all employees, as well as further strengthening our corporate framework to address customer harassment.
Breakdown of Customer Inquiries in Japan (Fiscal 2025, Consumer Products)
| Fiscal 2025 | ||
|---|---|---|
| Item | Japan | Overseas |
Timepieces |
45.9% |
78.5% |
Education (calculators, electronic dictionaries) |
9.7% |
17.1% |
Electronic Musical Instruments |
5.3% |
3.4% |
Other Consumer Products |
11.8% |
0.6% |
System Equipment |
27.3% |
0.4% |
Total |
100.0% |
100.0% |
Breakdown of Product Inquiries
Customer Satisfaction Initiatives in Japan
The service departments at Casio, which are responsible for customer satisfaction in after-sales service, continue to work to improve repair skills, product knowledge and skills for communicating with customers in order to provide after-sales service that satisfies customers. In addition, Casio is building a questionnaire system using its text messages in an effort to earn even greater customer trust and respond immediately to ever-changing needs. By listening to the evaluations and opinions of customers, Casio is working hard to develop a service system that prioritizes customer needs and lifestyles and improves convenience.
For our smart companion Moflin, we provide never-before-offered services that convey the product’s worldview, including shampooing and blow-drying, as well as a dedicated “in-patient care kit” return box.
Reliable service quality
Casio Techno, which repairs Casio products, strives to help its employees earn public certifications and professional qualifications so that they can quickly adapt to continuously advancing product functions and provide service quality that satisfies customers. Staff members who have gained certifications such as first-class and second-class watch repair technician certification, which is a Japanese national certification, make the most of their professional skills.
By training employees so that they are expert not only in repair skills but also possess extensive product knowledge and are good at responding to customers, Casio Techno aims to provide customers with even higher quality, detail-oriented services. Casio believes that it can promise to provide customers with services that deliver peace of mind and happiness precisely because each individual employee is working to acquire advanced technical skills and become a person who can please and earn the trust of customers.
Pursuing convenience for customers
The Akihabara and Osaka Service Stations offer a quick battery replacement service (completed in about 60 minutes). They also provide same-day repair services for electronic dictionaries, which are essential tools for learning and exam preparation.
Casio is also working to improve convenience tailored to meet customer needs and lifestyles, such as through its online repair request service for watches, which allows customers to check the estimated repair cost by entering a description of the item they want to repair online, and then immediately request repairs.
Raising brand value
G-SHOCK stores, which are directly operated by Casio, also feature a maintenance booth dedicated to providing after-sales services. We also offer a service for replacing watch batteries or adjusting the links of watch bands in about 60 minutes.
There are nine of these maintenance booths, such as the one in the G-SHOCK STORE NAMBA, which opened at Namba Parks in Naniwa-ku, Osaka-shi in March 2024. By providing consistent services from sales to after-sales service, the booths are striving to raise Casio brand value by energizing communication with users.
G-SHOCK STORE SHIBUYA
G-SHOCK STORE NAMBA
Casio will continue to adjust and enhance its services to match customer needs for each product to ensure that customers remain loyal fans of Casio products.
Customer Satisfaction Initiatives outside Japan
Outside Japan, 10 group companies and about 1,000 partner companies carry out after-sales service for Casio products (as of March 2025). We hold an annual meeting with these 10 group companies to decide policies, discuss strategies, and share information, and ensure that every effort is shaped by the Casio Purpose.
Casio holds regular technical skill courses for repair technicians in order to raise repair skill levels, aiming to ensure that customers around the world receive high-quality repair services. In addition, Casio constantly surveys and improves repair times, repair quality and costs at each site. In addition, our directly managed stores are also implementing initiatives that emphasize direct communication with customers in each area, such as the SOHO Service Event in the US.
Meeting with overseas group companies in May 2025
Repair centers operated by group companies outside Japan
The CS Headquarters periodically holds remote quality control circles involving repair sites outside Japan. Through inspections at repair sites, it strives to solve issues experienced in each country. Casio will carry out remote quality control circle activities at sites outside Japan on a continual basis in the future, and it will connect these efforts to further enhancement of repair quality.
As a result of these efforts, our products achieved the top satisfaction rating in two categories on the Brazilian consumer review site ReclameAqui: electronic devices and wristwatches.
Casio continues to adjust and enhance its services to match customer needs for each product to ensure that customers remain loyal fans of Casio products.
*Updated on January 7, 2026