Activities to Improve Customer Satisfaction


Social Background

Due to product commodification and the heightening of consumer awareness, there is an even greater necessity to listen to customer feedback and improve customer satisfaction levels. Also, with the advancement and popularization of smartphones, information and opinions from one individual can be shared instantly worldwide, from any location at any time, via websites and social media.

Image:Related SDGs

Risks and Opportunities for the Casio Group

As the product commoditization trend progresses, product differentiation becomes difficult based only on product functions. This is why Casio believes it is important to earn and maintain customer confidence and trust in the Casio brand. This is done by quickly obtaining customer feedback and using it to improve products, while also quickly responding to customer dissatisfaction and promptly resolving customer issues.


Casio reviews its business models and business cycles from a user-first perspective across the entire group. 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.

Figure: Three major CS activities

Under these three major CS activities, Casio is making various efforts to ensure that customers are satisfied with its after-sales service. These efforts include enhancing staff training programs to improve product knowledge, repair technical skills, and customer service skills. Casio is also working to boost customer service quality by having staff acquire public qualifications and by improving customer service sites (after-sales CS).
Casio is also striving to ensure that customer feedback from in and outside Japan is always delivered directly to the right place within the company, and to take unified improvement measures. Casio is also constantly working to improve product functions (functional CS).
Casio compiles and analyzes information on customer inquiries and product defects in and outside Japan. It focuses on early detection, rapid response and prevention of recurrence of problems (quality CS).


Casio has established a CS Headquarters to consolidate customer feedback from a user-first perspective and is striving to improve customer satisfaction with three main customer satisfaction activities as the basic policy.
The consolidated customer feedback is also reported to senior management and shared with the Business Strategy Headquarters, Global Marketing Headquarters, Product Development Headquarters, and Production Headquarters. This allows the information to be utilized for improving product development and after-sales service.

Figure: System

Activity Results

Customer Service Initiatives in Japan

In order to respond to customer inquiries regarding Casio products, a customer contact department was created in 1981. Today, members of the Customer Support Center are continuously working to acquire product knowledge and improve customer service quality so that customers can use their Casio products with satisfaction. In addition, by steadily providing customer feedback to relevant departments within the company, the center is actively working to ensure that the voice of the customer is reflected in product creation and service development.

Emphasizing the sensibility of “consideration”

The Customer Support Center respects customers and is working to serve them based on the wish to be helpful. At the same time, the staff do not simply answer callers’ questions; they strive to accurately grasp the core reasons for each inquiry, and to propose appropriate solutions, while emphasizing good interpersonal communication.
To meet the increasingly diverse needs of customers, chat support is being introduced, in addition to conventional customer service by telephone and email. Casio will continue to expand the products that this covers and augment the subjects that customers can consult on.
This will provide customer service in real time. In addition, Casio regularly conducts satisfaction surveys concerning customer service provided, and then makes the necessary improvements. The company is constantly striving to improve customer satisfaction.

Sharing customer feedback and making improvements from the customer’s perspective

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 from customer’s perspective, based on analysis of customer feedback. In response to changes in consumer habits due especially to the popularization of smartphones, Casio is working to provide online customer service content that allows customers to find answers to product problems themselves. Going forward, the customer support website will continue to be enhanced, including better compatibility with user manuals.

Figure: Breakdown of Customer Inquiries in Japan (Fiscal 2020, Consumer Products)
Breakdown of Customer Inquiries in Japan (Fiscal 2020, Consumer Products)

Supporting Customers Outside Japan

The Customer Support Center in Japan strives to raise customer satisfaction in all regions in which it operates by working closely with similar centers set up at local sales companies in each region.

Improving the customer support website

Casio is striving to provide mechanisms that allow users to resolve problems themselves, primarily by augmenting the FAQ section on its customer support websites around the world, which serve as an important touchpoint for customer interaction.

Fiscal 2020
Item Overseas Japan
Timepieces 74.7% 34.4%
Calculators 10.7% 3.4%
Electrical musical instruments 7.4% 6.2%
Other Consumer Products 4.1% 27.2%
System Equipment 3.1% 28.7%
Total 100.0% 100.0%

Breakdown of Product Inquiries (Fiscal 2020, Overseas/Japan)

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 website and 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 who have actually experienced the company’s repair services, Casio is working hard to develop a service system that prioritizes customer needs and lifestyles and improves convenience.

Reliable service quality

Casio Techno, which repairs Casio products, strives to help its employees earn public certifications and professional qualifications such as first-class and second-class watch repair technician certification—a Japanese national certification. The company also encourages technicians to study foreign languages so that they can quickly adapt to the daily advancements in product functions and provide service quality that satisfies customers.
Casio Techno has also introduced educational programs on the history of the industry, customer interaction skills and the philosophy behind Casio products. By training employees so that they are expert not only in repair skills but in their customer response and product knowledge, the company 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 constantly 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, Yokohama, Nagoya, Osaka and Fukuoka Service Stations offer a quick battery replacement service (batteries can be replaced in about 60 minutes). They also provide one-day repair services such as a rush repair service for students who need their electronic dictionaries repaired on the same day.
Casio’s online repair request service, which has been in operation since 2015, allows customers to pick up their repaired products at FamilyMart convenience stores in Japan, among other services. This new system is part of Casio’s ongoing efforts to improve convenience tailored to meet customer needs and lifestyles.

Raising brand value

G-SHOCK stores, which are directly operated by Casio, also feature a maintenance booth dedicated to providing after-sales services. By having Casio employees provide consistent services from sales to after-sales service, Casio is striving to raise its brand value by energizing communication with users.


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, a total of 930 companies, including 12 local subsidiaries and 918 repair partners, carry out after-sales service for Casio brand products (as of March 2020).
Casio holds regular technical skill courses for service technicians in each region in order to raise repair skill levels, aiming to ensure that Casio customers around the world receive high-quality repair services. In addition, Casio constantly surveys and improves repair times, quality and costs at its repair centers. Casio will also promote training sessions utilizing online and video content, going forward.
Casio responds flexibly and promptly to sudden problems such as the COVID-19 pandemic and has taken steps such as changing warranty periods during lockdown and sending masks to sites where they are needed. Casio will continue to work with its service sites to further improve the after-sales service for Casio products worldwide.

Repair centers operated by group companies outside Japan

Image: Repair centers operated by group companies outside Japan
Image: Germany: Data projector repair technique training September 2019
Germany: Data projector repair technique training
September 2019
Image: Myanmar: Timepiece repair technique training April 2019
Myanmar: Timepiece repair technique training
April 2019
Image: Thailand: Timepiece repair technique training April 2019
Thailand: Timepiece repair technique training
April 2019

To ensure that customers outside Japan feel comfortable and confident in their use of Casio products, support information is provided online in 21 languages other than Japanese. The headquarters in Japan uses a system that allows it to maintain this support information directly to ensure overall uniformity and speedier provision of information.
Casio receives many inquiries from customers on how to adjust the time on their watches. This fiscal year, Casio offered a Time Adjustment tool on its support page that enables users to easily adjust the time by following a few steps.

Image: Online support sites
Online support sites