Customer Relations

Policy and Approach

In accordance with our corporate motto of “Always striving to help people everywhere achieve better health and enhance their quality-of-life,” and the notion of “Be passionately consumer-focused,” the first of our Fundamental Management Principles, we strive to be the kind of company which gains the trust of customers and continues to be their preferred choice. To do so, we will: 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 FY2021, the Customer Help Desk received around 22,300 instances of feedback (100% YoY) via email and other methods. The breakdown by product category is 72% oral care, 8% food products, 7% hair care, 5% skin care, 4% household, and 3% other. Sharing the content of customer feedback allows us to improve quality through changes to products and manufacturing processes.
Customer feedback received per year

Number of instances of customer feedback received by year

Number of instances of customer feedback received by year

Breakdown of feedback by category

Breakdown of feedback by category

Results of Customer Satisfaction Survey (Japan)

Seeking improvements to our customer service, the Customer Help Desk regularly conducts customer satisfaction surveys for customers who contact us. We are working to achieve a satisfaction level of 90% or above. In FY2021, satisfaction increased by eight points from FY2019 to 92% (satisfied and largely satisfied). We will continue aiming to become a Customer Help Desk that is more supportive to our customers by listening to customer feedback, responding with quick and appropriate service, and promptly incorporating this feedback into business operations.


Giving Shape to Customer Feedback (Japan)

In response to growing environmental awareness, we have received many requests for dental rinse refill products, and have launched a pump-type “Gum Dental Rinse 960mL” with a refill bottle without a pump. This product reduces the amount of plastic used per pump by approximately 30%.*1 We are incorporating customer feedback into our product development.

*1 Achieved by replacing the pump from the main bottle to the refill bottle for repeated use.

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