Fostering Customer Satisfaction
Customer Support
Online Support Service
Canon provides worldwide customer-support services through its company website.
Customers can access support information, including answers to FAQs, product specifications, user guides, drivers and other downloadable software, to resolve problems on their own at any time. In addition to the support information and software based on content standardized for application worldwide, we have added localized content to the websites of our marketing subsidiaries throughout the world in their respective languages.
Customer usage is continuously monitored and survey information analyzed, with feedback going to the departments that created the relevant content. We update the sites with new content and incorporate frequently searched keywords, making it easier for customers to make full use of the contents.
Enhancing After-Sales Service in Each Market
After-sales service is critical to enabling customers to enjoy long-term use of Canon products with confidence. We are therefore expanding our after-sales service network to offer the same level of prompt, reliable support in every market worldwide.
Initiatives in the Chinese Market
Canon (China) Co., Ltd. is building a prompt and reliable support system in the fast-growing Chinese market, centered on Quick Response & Repair Centers (QRC), where customers can take products to be serviced quickly.
In addition to the QRCs already in place, in 2010 we added Quick Service Stations (QSS). QSS have been set up to strengthen our contact with customers, including non-repair matters. In addition to fielding questions from customers, the QSS handle minor repairs and cleaning, loans of replacement equipment and the like. When actual repair or adjustment is required, we pass the product over to a QRC.
As of the end of 2011 there were 13 QRCs and eight QSS, and we continue to aim for an enhanced level of service by resolving our customers' issues while at the same time offering a sense of assurance. We listen carefully to customer opinion, and have posted a customer opinion questionnaire on the website with the goal of improving our service.
Initiatives in South and Southeast Asian Markets
From 2009 through 2010, we increased the number of service centers in Southeast Asia and South Asia to improve our customer response ability in those rapidly growing markets. We also improved the level of service by adding such programs as onsite repair services, pickup and delivery services, and Express Service for repair and return within a short time after being dropped off.
We have also been expanding our call centers, which handle telephone and e-mail inquiries, as well as expanding the repair and support content offered on our website.
In addition to the above, in four countries—Singapore, Thailand, Malaysia, and Indonesia—we conducted large-scale surveys to check up on our customer service. The results showed that Canon service receives better customer satisfaction ratings than that of any other camera or printer brand.
We continued to expand our service centers in 2011.
Service center in Malaysia
We expanded the number of our Canon Image Square shops in India, which first opened in 2010, to 50 by the end of 2011. We also expanded the coverage range so customers in regional cities could receive an equal level of service, whether from directly operated service centers or from outsourcing. Doing so enabled us to expand the number of cities and towns with service center access from 939 in 2010 to 1,403 in 2011.
We also strengthened our service bases in Malaysia and Thailand, making improvements to our service center in Malaysia (completed March 2012), and moving/improving our headquarters and service centers in Thailand (completed January 2012).
Canon Image Square shop in India
Strengthening Repair Support in the United States
Total customer satisfaction involves raising the level of both product quality and customer service, including after—sales repairs, and Canon is striving to enhance service and support in all of our markets.
In 2008, Canon established the Marketing Engineering Technology Center at Canon Virginia, our toner-cartridge manufacturer for the U.S. market, to better support the domestic market by providing true factory-level service to our customers. By concentrating the repair
operations of different products at the center, we can provide high-quality repairs supported by our production technologies and factory environment.
The center's practice of Kaizen (improvement) drives an ongoing effort of continuous improvement in the skills of technicians and reduction of repair turnaround times. Also, since the center is located at a production site, it can analyze data concerning malfunctions and usability from a production perspective and offer feedback to Canon Inc.'s product development and quality assurance divisions, which contributes to improvement in the quality of new products.
Repairing a camera at Canon Virginia
Holding the Asia Pacific Cup Aimed at Improving Service Quality
In addition to an expanded service network, improving customer satisfaction with our after-sales service requires better service quality. We are working hard to improve service quality by raising the technical skill and consciousness level of our customer engineers (CEs), who are in charge of after-sales service.
As part of this effort, we held the 1st OIP (Office Imaging Products) Asia Pacific Cup at Canon Shuzou in October 2011, where office network multifunction device (MFD) CEs engaged in skill competitions.
22 CEs from Asian and Pacific Rim countries were selected for participation after qualifying in preliminary competitions, and competed in both written tests and practical tests involving troubleshooting.
Canon will continue to take such opportunities to motivate and improve the skills of CEs.
MFD troubleshooting competition
Restoration Support for Client Factories Damaged in the Great East Japan Earthquake
The Great East Japan Earthquake that struck on March 11, 2011, caused serious damage throughout northeastern Japan, especially in the Tohoku region. Among the businesses that suffered damage were factories operated by Canon customers.
After learning of damage sustained at one such site, the fabrication plant of a major semiconductor manufacturer, Canon formed a Recovery Team and worked with the customer to promptly restore operations. At the plant, where dozens of Canon semiconductor lithography systems were installed, the earthquake had caused serious damage, with some of the systems sunk deep into the floor and others with broken parts. The team began by assessing the systems for damage, determining which could be repaired on-site and which would need to be sent to a Canon factory for servicing. They then set about acquiring needed parts, shipping the systems to the Canon factory and carrying out repairs. The team worked round-the-clock with shipping companies, parts manufacturers and related Canon divisions to realize a prompt recovery.
These efforts proved rewarding, enabling the plant to resume productions three months earlier than the original plan so that our customer could continue doing business while also benefitting Japan's semiconductor manufacturing capabilities.
Remote Monitoring Support via the Internet
Canon began offering the Remote Monitoring Support Service for MFDs and laser printers via the Internet worldwide in 2005 to ensure that customers can always use their products under optimal conditions.
This service provides real-time monitoring of the usage conditions of customer MFDs and printers by connecting them to the Canon server via the Internet. Our server detects such conditions as paper jams, errors, usage volume and toner levels, and when necessary, we can provide a prompt response through a phone call or visit.
Conceptual diagram: Remote Monitoring Support Service
Improving Products by Reflecting Customer Opinions
Utilizing Feedback from Market Data Analysis in Product Improvements
Canon is bolstering customer satisfaction by reflecting customer demands in product improvements. To this end, we deploy various methods in a bid to ascertain true market opinions such as gathering opinions from customers through our marketing subsidiaries and other measures.
For example, some product operations collect user-review data for Canon products from a variety of product review websites and analyze opinions concerning each product. The results are provided to related divisions as feedback and used by such divisions in the development of next-generation models and successive lines.
There are also cases in which we have been able to improve the functions of new products and enhance quality by analyzing data from product failure and repair, and finding areas needing improvement.
We will continue to collect market information and customer opinions in a variety of formats to continually improve our products.
Employing the Call Analysis Tracking System
Canon has established call centers at its marketing subsidiaries around the world to actively incorporate customer input into product development. Our call centers strive to respond appropriately to customers' opinions and requests, while providing carefully tailored support.
Information accumulated at our call centers is compiled into the global database of our Call Analysis Tracking System. This information can be viewed at any time and is effectively utilized by the divisions in charge of development and production, along with our national and regional marketing subsidiaries, to improve the quality of our products and user guides, and to develop new products.
Call Analysis Tracking System
Employing an In-House Monitoring System
When conducting highly confidential user tests prior to the launch of a new product, we have employees evaluate the product from the customer's point of view through our in-house monitoring system. Customer-oriented evaluations help us enhance a product's ease of use, and are reflected in studies concerning the preferred image quality and realistic sensations experienced during operation, thus aiding the development of products that will satisfy the customer.
User tests of touch panel operations on our digital video camcorders were conducted in 2011.
Such activities benefit both the division running the assessment and the individual monitors, who find ideas to improve their own work and products.
Evaluating products through in-house monitoring
