Customer satisfaction

To Increase Customer Satisfaction

Based on the statement "We seek to be their valued and trusted partner" in the Corporate Values of the Fujitsu Way, all our ideas and actions originate from a customer-centric approach to business. We aim to contribute to the success of our customers and grow together as their valued and trusted partner.

Fast-changing social and economic environments make this a difficult time in which to see far ahead, so we place ourselves in the position of the customer to better and more rapidly understand new requirements and innovate to meet those needs as quickly and accurately as possible. We are aiming for management innovation through using the "Program to Improve the Quality of Management"^*1 and taking a number of initiatives to form an innovative corporate culture that can keep pace with the changes at our customers'.

*1 This is the framework for customer-centric management excellence modeled on the Malcolm Baldrige National Quality Award of the United States, the de facto global standard for management innovation.

Promoting Field Innovation with the Customer

Fujitsu incubated "Field Innovation" in 2007 to create a prosperous future along with our customers.

It is important to get back to the starting point, where ICT is seen as only a tool to support people in their work and increase efficiency in their working places. Field Innovation concentrates on the customer's work place to determine the true nature of the issues by visualizing relationships between people, processes, and ICT. This increases the value of using ICT by making full use of theses insights from the workplace.

By making such management issues visible, Field Innovation leads to continuing customer's management innovation in line with the intentions of top management. We have already implemented Field Innovation programs at as many as 300 customers and also continue to use it ourselves within the Fujitsu Group.

Additionally, we have fostered specialists known as Field Innovators. Now, 400 Field Innovators visualize the issues and build consensus with customer at customer's locations to promote innovation. We continue to foster Field Innovators, to strengthen the framework and concentrate their knowledge.

Fujitsu accumulates practical wisdom as the knowledge gained through Field Innovation, then uses it to increase the quality of our activities and provide further value using ICT.

Results of Field Innovation Activity (Including Fujitsu Group internal projects)

	FY 2008	FY 2009	FY 2010
Results of Activity	129	294	331

(Units: Activity)

The Field Innovation Process

• We insist on rendering all the facts visible
  Field Innovation identifies the target field in which innovation is to be applied and the facts are rendered visible thoroughly using ethnography^*2, visualization of PC operations, and the latest technology.

*2 A site survey method used in cultural anthropology. In this method, daily life is surveyed from the viewpoint of the subject by actually participating in the life or work being studied.

• Facts modify attitudes
  Issues only become clear when the basic facts are known and mindsets can be reformed. Also, we can aim for agreement on mindset reform through workshops and achieve reforms that take advantage of people's knowledge. Our innovation methodology is threefold - in People, Processes and ICT, where people's mindset, actions and work processes have changed.
• Ongoing innovation brings an innovative mindset to businesses and organizations
  By continuing our innovation methodology in line with customers' top management intentions, we aim to establish powerful companies and organizations that will themselves continue to innovate.

Operation of the Fujitsu Customer Relations Center and the Fujitsu Contact Line

We established the Fujitsu Customer Relations Center in 2003 to handle inquiries and other problems concerning products and services from customers who are not sure where to address their inquiries. And we have also been providing rapid responses to customers concerning the functions and prices of products before they make their purchases. All such prepurchase telephone inquiries are referred to a single window of the Fujitsu Contact Line, with the telephone number for access published on our corporate website and in catalogs, press releases and advertisements.

The Fujitsu Customer Relations Center and the Contact Line act as a clearing house that links the customer to the best line of communication for answering their inquiries. They not only contribute to increasing customer satisfaction by their accelerated responses but also extract customer feedback, which is reported to the departments responsible for development and quality improvements of the related products and services.

Note that when we receive opinions or when something is brought to our attention in the form of a complaint from the customer, the specific content of that feedback or complaint is reported to our executives.

Examples of Improvements Based on Customer Feedback

Miniaturization of notebook PC AC adapters

In response to customer requests to miniaturize and reduce the weight of notebook PC AC adapters to make them more portable for business trips, we reviewed our internal evaluation standards for selecting AC adapters for greater usability and lower cost.

As a result of this review, we switched from the earlier 80W adapters to 65W ones. We implemented further miniaturization and weight reduction in AC adaptors.

Placing Importance on Connecting with Our Customers

Directions in Advertising

In all advertising and publicity activities in the Fujitsu Group, we strive to observe all laws and corporate internal regulations and to only use fair and appropriate expressions and graphic symbols.

Product and Service Marking/Labeling

In the divisions in charge of every Fujitsu product or service, we make all possible efforts to observe all laws and company internal regulations concerning the marking and labeling of Fujitsu Group products for content, performance, safety and specifications.