Customer Relationship Management

Management Approach

The Kawasaki Group offers a vast variety of products to a wide range of domestic and international customers. The Group's products range from transportation equipment, such as ships, rolling stock, and aircraft, to industrial machinery, such as gas turbines, engines, robots, and industrial plants, and also include leisure products, such as motorcycles. A critical aspect of our business is to reflect our customers' demands in our products as quickly as possible.
　Each internal company handling our businesses and products has built its own customer relationship management (CRM) structure, and they share information among themselves so as to reflect this information in product design and after-sales services.

因为我们的产品线是高度多样化的,cause of the differences between our B-to-B and B-to-C businesses, we base our business activities, goal setting, and customer information management for gaining the confidence of our customers on the specific characteristics of each business. Key Group-wide activities are aimed at establishing and improving feedback systems. We have established a contact page on our website for receiving comments from stakeholders, including customers. And in addition to these efforts to acquire the customer feedback, the Marketing Division follows up by calling on internal companies to take steps to enhance customer satisfaction. Specifically, since fiscal 2013 the Marketing Division has been providing follow-up to internal companies, in principle every year, on the status of online surveys, questionnaires, and interviews relating to customer satisfaction, thereby endeavoring to share information and raise CRM awareness.

Initiatives to Strengthen Relationships with Customers

Since the Kawasaki Group supplies a wide range of products to customers, and since customer characteristics and business practices vary widely depending on business and product, each internal company strives to understand the level of customer satisfaction using the most appropriate methods.
　Business units with many regular or ongoing customers conduct customer satisfaction surveys over time to monitor changes in satisfaction and use these findings to make necessary improvements. In particular, since Kawasaki Motors, Ltd. caters to ordinary consumers as well, it uses both direct interview-style questionnaires and online surveys to measure the satisfaction of large numbers of customers around the world.

After the completion of field service work, Kawasaki Robot Service, Ltd., which engages in maintenance service and service support for industrial robots, conducts field service work completion questionnaires of customers to check the degree of satisfaction with such matters as the attitude of service personnel and work procedure.
　These questionnaires, which began in fiscal 2020, show that customers are highly satisfied with the company's work. For example, when asked about work procedure, more than 90% of respondents replied "very good" or "good."
　In addition, space is offered for free comments by customers, which are used as reference so that even better services and service tools can be provided.

Since customer characteristics and business practices vary widely depending on business and product, each internal company responds to customer feedback and demands in ways best suited to their businesses. For example, Kawasaki Motors, Ltd. has a customer contact point to respond to comments, requests, and inquiries about products from customers in Japan, manages inquiry-related information in a uniform manner, and uses it to inform product development. (Similar systems are operated overseas as well.) In the event of a vehicle recall, the relevant information is quickly posted on the company’s website. In addition, through sales companies in and outside Japan, Kawasaki Motors, Ltd. conducts surveys of customers who have bought new Kawasaki motorcycles regarding their opinions of their vehicles.
　Furthermore, to support customers’ enjoyment of motorcycling, Kawasaki Motors, Ltd. operates the motorcycle user social group Kawasaki Riders’ Club KAZE, regularly organizes new product announcements and social events, and holds safe riding classes in various regions as part of its contribution to traffic accident reduction efforts.

To provide even better service to customers, Kawasaki Robot Service, Ltd. has established a 24-Hour Help Desk, which accepts inquiries and consultations about problems at nighttime on weekdays and during the day on Sundays and non-business days. At the help desk, service personnel directly listen to inquiries from customers and, based on their abundant experience and technical materials, provide information, technical guidance, and troubleshooting support.

Kawasaki Robot Service, Ltd. strives to build relations with customers after the introduction of robots. Through the TREND Manage service®, it conducts the predictive maintenance of robots by constant online monitoring of the condition of robotic equipment.
　In this remote maintenance, the company obtains real-time information about the operation of robots, inputs it into a database, and analyzes the trend management data, thereby accurately predicting any malfunctioning. In the event of a robot error, it provides various services, including speedy support through automatic email transmission. Based on the concept of Kawasaki Robot ANSHIN Lifecycle Support, the company optimizes the lifecycle cost of robotic equipment and delivers ANSHIN (peace of mind) to the customer.
　Furthermore, Kawasaki Robot Service, Ltd. quantifies all inspection results selected on the basis of its abundant inspections and maintenance-record database and conducts TREND management quantitative inspections to accurately diagnose the state of robots. In addition, with K-CONNECT, the company creates dedicated websites for each customer to exchange and share information with the customer, manage robotic equipment maintenance information, search maintenance visit reports, manage machine numbers, and send technical materials.

Each internal company provides services in ways best suited to their businesses. At the Group-wide level, we are using social media to provide information about the Group.
　Kawasaki Motors, Ltd. is working to increase customer satisfaction using services provided through RIDEOLOGY THE APP, an official smartphone application that links to supported motorcycle models.
　We also provide the following online services:

• Energy Solution Business Division: Techno Net, a gas turbine remote monitoring system
• Plant Engineering Business Division: KEEPER, a waste management facility remote monitoring and support system
• Robot Business Division (KRS): TREND Manager, a robot monitoring and preventive maintenance system; K-CONNECT, a webpage for robot service members

Responsible Corporate Promotion

The Kawasaki Group seeks to accurately communicate the content of our business activities, which are based on our corporate philosophy, to stakeholders. To this end, we carefully check information prior to disclosure from various stakeholder perspectives, including checks for factualness and potential legal issues. Furthermore, we endeavor to avoid using specialized terminology or expressions likely to be misunderstood. We utilize such media as press releases, Group websites, social media, and advertisements, selecting the form to use with due regard to how it impacts society. We engage in corporate promotion with a constant awareness of not only increasing the public awareness of the Group but also the need to communicate the Group’s contributions to solving social issues through our businesses and products.

There were no violations of laws pertaining to advertising in fiscal 2022.