Customer Relations
We sincerely listen to our customers' voices and reflect them in producing better products.
Policy and Approach
In alignment with our corporate motto, “Always strive to help people everywhere achieve better health and enhance their quality-of-life,” and the first of our Fundamental Management Principles, “Be passionately consumer-focused,” we strive to place the consumer at the heart of everything we do so they continue to choose our brands to help them lead healthier, longer lives. To do so, we commit to:
1. Listen carefully to what each and every customer has to say and provide them with useful information in a polite, appropriate and prompt manner in the hope of improving customer satisfaction; and 2. Share feedback from customers within the Group to help improve products and services.
Major Initiatives
Customer Feedback (Japan)
In FY2024, the Customer Help Desk received around 19,800 instances of feedback. The breakdown by product category was 72% oral care, 10% hair care, 8% food products, 3% household, 23% skin care, and 5% other. Looking at the inquiries by age group, over 75% of inquiries were from those over 60, indicating that people are becoming more aware of their oral and general health as we approach the era of 100-year lifespans. Sunstar practices “quality management” and strives to provide safe and high-quality products that customers can use with full confidence.
Results of Customer Satisfaction Survey (Japan)
Looking to improve our customer service in Japan, the Customer Help Desk regularly conducts customer satisfaction surveys. We aim to achieve a satisfaction level of 85% or above. After analyzing previous results and taking measures to improve our score, the satisfaction level in FY2024 was 91% (satisfied and mostly satisfied). In addition, we received 91% satisfaction (good and somewhat good) in terms of response and language usage, and received positive comments and feedback from users. We will continue to be a Customer Help Desk that listens carefully to every single customer’s feedback in an effort to further meet their expectations.
Making customer feedback a reality (Japan)
In response to increasing environmentally conscious demands from our customers, we have replaced the packaging of our interdental brushes, which we previously sold in plastic cases, with paper mounts and clear covers. This has achieved an 80% reduction of plastic usage in packaging. By using recycled plastic in the clear cover and FSC® certified paper and incorporating bio-mass plastic derived from plant sources in the handle of our interdental brushes, we have reduced the environmental impact of our product.
Listening to our customers – shaping sustainable innovation (Europe)
In October 2024, we conducted a consumer study in Italy and France to explore new concepts related to sustainable packaging and product innovation for our interdental range. The aim was to better understand how sustainability influences customer preferences and decision-making.
The results offered valuable insights-highlighting the balance consumers are looking for between functionality, affordability, and environmental impact. These findings are helping guide our efforts to develop solutions that are both sustainable and appealing, without compromising on performance or value.
