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With Our Customers

To Increase Customer Satisfaction

Fast-changing social and economic environments make it difficult to see far ahead, what is demanded of us is to quickly and accurately grasp customers' wishes and change ourselves while thinking and acting from the customer's point of view. We are aiming for management innovation by 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 customer changes.

*1 Program to Improve the Quality of Management:
A 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

Field Innovation closely visualizes the actions and the awareness of people at customers' workplaces to uncover waste in processes and hints for effecting reforms. It seeks to maximize the value of ICT while contributing to the evolution and expansion of customers' business. Fujitsu launched Field Innovation activities in 2007, working together with a wide variety of customers in a diverse mix of industries. In FY2016, the Field Innovation activities implemented 384 projects.

Collaborating with customers and spearheading the Field Innovation initiative are “Field Innovators” (FIers)—a select group of managers who boast extensive experience in Fujitsu’s various business areas and a skill set that includes a capacity for driving reform, a mastery of visualization techniques, and an ability to achieve consensus. Teams of FIers head to customer business locations to learn about top management’s intentions, interview employees in the field, and visualize conditions to help pinpoint issues to address. After identifying problems, the FIers collaborate with customers on possible solutions from a third-party perspective.

Promotion Structure

The Field Innovation Process

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

We established the Fujitsu Customer Contact Center in 2003 to handle inquiries concerning products and services from customers who are not sure where to address their issues together with other general complaints. Also, in order to respond quickly to corporate customers concerning the functions and prices of products and services before they make their purchases, we established the Fujitsu Contact Line in 2005 as a single contact point for all pre-purchase telephone inquiries, listing one sole telephone number on our corporate website and in brochures, press releases, and advertisements. The Contact Line provides a convenient, one-stop contact to help Fujitsu boost customer satisfaction.

The role of the Fujitsu Customer Contact Center and the Fujitsu Contact Line is to quickly connect the customer to the department best suited to answer his/her inquiry and monitor the status of inquiries to prevent delayed or unresolved responses. The organizations not only increase customer satisfaction through accelerated responses but also analyze what customers say, using that valuable input for product and system development and quality improvement.

Since 2014, we have also been operating a framework in coordination with group companies outside Japan to provide quick responses to cross-border inquiries.

Operating Framework

Trends in Inquiries

PC Support Center for Individual Customers

To handle the diversifying needs and environments of our individual customers, we have put in place the "personal products support desk" to provide consultation concerning Fujitsu personal computers. Through this support desk, we are building a system for handling a wide range of questions on matters regarding the use, troubleshooting, and servicing of Fujitsu personal computers.

Examples of Improvements Based on Customer Feedback

[Example 1]

A customer let us know that a product’s official “Product name” and “Serial number”—two items that customers need to get help over the phone or submit an application for repair—were too far away from each other on the product itself and in a very small font, making the information both hard to locate and difficult to read. In response, we decided to print both items on the same label and in a larger font size beginning with models released in January 2016.

[Example 2]

A customer provided valuable input on the protective film covering the built-in webcam on a Fujitsu personal computer. Noting that the sticker was transparent and hard to notice, the customer explained that he forgot to take the film off—which ended up creating a blurry, cloudy webcam image. Starting with the January 2017 models, we began attaching a blue “tab” (tape) to the protective film to make it easier for users to see and remove.

[Example 3]

Another customer told us about a problem she experienced when she put her tablet in a keyboard cover, which ended up concealing the microSD card slot and preventing her from inserting any microSD cards. In response, we came up with a structure that keeps the external-connection ports on the side accessible and rolled the new design out with the January 2017 lineup.


Since FY2001, the Fujitsu Group has engaged in Qfinity, an activity that inspires improvement and innovation. Qfinity encourages team activities to create higher customer value by improving various work processes, making products, providing services, enhancing office management, and addressing all our other day-to-day operations. “Qfinity” comes from the words “Quality” and “Infinity,” expressing the pursuit of “Quality to Infinity.” The Qfinity concept reflects the Fujitsu Group’s DNA and embodies our inner brand.

The various improvement and innovation activities in the Fujitsu Group are practiced and shared under Qfinity, and are inherited as a part of the company's DNA.Qfinity encourages all employees to act according to the principles of the Fujitsu Way: Global Citizenship, a Customer-Centric Perspective, Firsthand Understanding, the Spirit of Challenge, Speed and Agility, and Teamwork. The Qfinity Program provides e-learning and workshops on Kaizen, reports on case studies, holds conventions for sharing experiences, and gives out awards to recognize excellent projects.

  • Education Programs

In addition to the basic and technical education on improvements and innovations through e-Learning and group classes, we are enhancing our practical skills through organization-oriented individual instructions and workshops. We provide employees with handbooks and educational materials containing topics including how to advance Qfinity and how to resolve problems.

In FY2016, we launched a basic education program in Asia to help Qfinity take root overseas.

  • Information Communication and Sharing of Good Activities

We centrally manage examples of activities using the Qfinity System and share these activities across the company. We also utilize e-mail newsletters and our website to introduce good activities and communicate information on a regular basis.

  • Awards and Events

Outstanding activities across the Group are given awards for excellence on the anniversary of the company's foundation. The award-winning activities are also announced and shared at the Qfinity Company-wide Convention where Group employees come together.

Although Qfinity had a primarily domestic scope through FY2014, the initiative then began to spread overseas. Since FY2015, overseas Group companies have been eligible for Qfinity Awards and making presentations at Qfinity Company-wide Convention.

Through such Qfinity activities, we are receiving more and more award entries from Group companies in Japan (from 51 companies in FY2014 to 55 companies in FY2015 and 63 companies in FY2016) and abroad (from 2 companies in FY2014 to 13 companies in FY2015 and 17 companies in FY2016). The Qfinity initiative will continue to encourage every employee to pursue quality in work, enhance the power of the Fujitsu Group, and pass down the company's DNA.

Picture: Qfinity Company-wide Convention and The Qfinity handbook

Placing Importance on Connecting with Our Customers

The User Association 'Fujitsu Family Association'

The Fujitsu Family Association works to help resolve issues at member companies by making it easier to share ICT-related perspectives and value systems. The Family Association operates as an independent, member-driven organization, with Fujitsu providing operational assistance for various activities. As Japan’s largest ICT user coalition, boasting a membership of approximately 3,800 companies and organizations, the Family Association makes significant contributions in helping member firms and Fujitsu exchange valuable information, interact, and forge lasting relationships.

The Family Association’s branch office activities, which represent the organization’s primary initiatives, include more than 400 ICT seminars, human resource development, community-rooted exchange projects, and other events per year. Another key component of the Family Association is the LS Research Committee, a special committee that concentrates on propelling the activities of research sub-committees. The Committee facilitates friendly, mutually beneficial competition between member companies and Fujitsu, fosters cross-industry collaborative research on the future of planning and information systems divisions, and shares the outcomes of those research initiatives to help all the member companies make forward progress.

In FY2016, the Committee conducted high-level studies into the latest ICT via united efforts that included 227 research sub-committee members from 100 companies and technical advisors from Fujitsu (SEs and business unit personnel). Through the organization’s various activities, the fruits of these projects have a far-reaching impact on the management and business operations of member companies and Fujitsu by shaping new product development, solution proposals, and more. User firms from across the market have high praise for the Committee and the branch office activities of the Family Association, which continues to attract more and more members.

Directions in Advertising

In all advertising and publicity activities in the Fujitsu Group, we strive to observe all laws and internal corporate regulations and to use only fair and appropriate expressions and graphic symbols. In FY2016, the Fujitsu Group did not violate the Act against Unjustifiable Premiums and Misleading Representations. We are focusing on branding in FY2017, aiming to build awareness of our efforts in digital transformation.

To evaluate our advertising policies and cost performance levels, we set objectives, repeat the PDCA cycle, and measure and validate the effects of our advertising initiatives.

In addition, we use our company-wide Inquiry Response System to gather feedback from the general public on our advertising efforts. Using that important input, which we take very seriously, we address any emerging issues and work to enrich our communication initiatives.

Universal Design

The Fujitsu Group strives to create through “ICT Universal Design” a society where people can live safely, securely, comfortably, and prosperously.

Fujitsu's Vision of Universal Design

Fujitsu's Vision of Universal Design

Fujitsu is committed to understanding human diversity, responding to changing environments, and leveraging its ICT technologies to spark innovation that can drive solutions to social issues and open the doors to a new future. We want to use our ICT prowess to build a society where everyone, regardless of nationality, age, gender, or disability, can flourish through their own unique traits and skills. To spread our universal design vision across a broader scope, we have created a dedicated organization that serves to create universal design guidelines for systems development and promote compliance.

Examples of Universal Design Activities in FY2016

IAUD Award 2016

The International Association for Universal Design (IAUD), aiming to lay the “foundations of a society in which more people will feel comfortable to live,” presents the IAUD Award to recognize groups and individuals who have conducted or proposed particularly noteworthy activities. The IAUD Award 2016 recognized the four Fujitsu initiatives below.

  • Grand Award: Fujitsu GUI Next Plus (FGNP) - A new GUI*2 design platform for creating a society where everyone has equal, fair access to software
  • Gold Award: The spiral of diversity that links community, company, and employee to empower people
  • Silver Award: Raku-Raku Smartphone, part of the Raku-Raku Phone Series
  • Silver Award: Agricultural production management SaaS, a food/agriculture cloud service for revitalizing Japanese agriculture

*2 GUI:
Graphical User Interface

At the award ceremonyAt the award ceremony

Grand Award: FUJITSU GUI Next PlusGrand Award: FUJITSU GUI Next Plus

The Grand Award-winning Fujitsu GUI Next Plus( FGNP) is a GUI design platform for developing software that ensures accessibility for a broader range of users, spanning a wide variety of different cultures, physical abilities, genders, and work styles. By working to enhance software quality across the board, Fujitsu not only aims to propel and stabilize systems and infrastructures across the social landscape but also cultivate a society where everyone has fair, safe, and secure access to software.

2016 Good Design Award
  • Good Design Special Award (Design for the Future): Ontenna

Ontenna is a new user interface that allows users to experience sound through strands of hair. Worn like a hair pin, the device detects sounds via a built-in sensor and transmits the features of the aural input to the user through vibrations and light. Aiming to help users “sense sound through hair, just like the whiskers of a cat sense movements in the air,” the Ontenna team are collaborating with hearing-impaired individuals in a joint-development effort.

Ontenna Good Design Special Award (Design for the Future)

Efforts to Cultivate a Diverse Society

Fujitsu actively engages in efforts to build a harmonious society through a variety of open events and support activities. The wide array of events, which include the Spring Festival at the Kawasaki Plant, the Kawasaki Ball Sports Festival, and IMAGINE “Diversity” 2020, build closer bonds between Fujitsu and local communities in open settings. We also offer our assistance with other activities, ranging from “DO-IT” initiatives that support students with disabilities to 24-hour design marathons that bring disabled individuals and students into close collaboration on design projects.

Wheelchair basketball workshop at the Fujitsu Spring FestivalWheelchair basketball workshop at the Fujitsu Spring Festival

IMAGINE “Diversity” 2020: An open event for discussion on diversity and ICT Tokyo Organising Committee of the Olympic and Paralympic Games Tokyo 2020 Participating ProgramIMAGINE “Diversity” 2020: An open event for discussion on diversity and ICT Tokyo Organising Committee of the Olympic and Paralympic Games Tokyo 2020 Participating Program

Spreading Expertise from the Inside Out

create a society where everyone can live in comfort

In addition to incorporating universal design and diversity insights into our internal work styles and product/service development, we are also working to spread our expertise outside the company organization.

The All Japan Business Committee is one of the many organizations aiming to create connections across the business world in the run-up to the 2020 Tokyo Olympic and Paralympic Games. As part of its efforts to “create a society where everyone can live in comfort,” the Committee created “Barrier-Free Minds” pamphlets that draw on Fujitsu’s expertise to offer guidance on fostering communication in diverse workplaces and other issues. See “Creating Social Value through the Tokyo 2020 Olympics & Paralympics”

for more information on “Barrier-Free Minds.”