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In Harmony with Customers |
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Anritsu enhances value for customers by putting
the concept of Intelligent Solution Creator as a new business model
into action, in order to build up a win-win relationship with
customers. |
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Global Anritsu Group Activities |
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Anritsu recognizes how crucial it is to listen to
customers in fields of business throughout the world. For instance, a
global CS survey conducted via the Internet gives us a better idea of
how to serve clients better wherever they may operate. Such surveys and
other information regularly inform the Globalization Committee's work of
devising plans to put into practice. The resulting actions are reported
to customers in newsletters. |
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Enhancing Customer
Satisfaction |
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As a corporation with operations around the world, we have many
stakeholders: parties that have an inherent interest in how Anritsu
carries out its business and in what results it achieves. Recently
we have refocused some of our efforts and have made the satisfaction
of our customers a real priority.
In today's world, customers are not only concerned about product
specifications and price. Our customers look at Anritsu as a
complete package and examine every aspect of our operations to see
if we have the ability to be a valued supplier to them. Every aspect
includes product, price, delivery, support, service, financial
strength, business and management ethics, environmental behavior, as
well as consistently living up to our commitments. The often-used
phrase of "customer satisfaction" has thus taken on a very broad
meaning in the 21st century.
At Anritsu, we feel there is only one way to determine customer
satisfaction: that is by talking to the customer. For several years,
our strategy has been to continuously survey and interviews our
customers to find out what they want from a top-level supplier and
how we are doing compared to their expectations. We have found that
most customers are very frank and tell us what we do well and where
we need to improve.
Of course, we cannot stop at just collecting survey and interview data
from our customers. The three most important aspects of attaining
customer satisfaction occur after you listen to your customer. The
next step is to implement action plans to improve the areas that the
customers say need improvement. Then we communicate back to the
customer what we have done. Finally, we start the process all over
whereby we ask how we are doing and what they want us to do better.
This results in a continuous loop of communication with key customers and
all customers as a group. This communication builds satisfaction and
tells the customers that we care and will actually change to make
things better for them. The process also helps Anritsu employees to
have a better understanding of the customers' points of view. Our
commitment for 2006 is to listen better, initiate meaningful actions
and improve our customers' satisfaction in all aspects of Anritsu's
operations. |
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CS Activities in Japan |
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An annual CS (customer satisfaction)
questionnaire survey helps Anritsu identify customer needs and address
any possible problems efficiently. We plan the improvement process to
find solutions with customers and act promptly. Referring to our survey
in 2005, our immediate goal in fiscal 2007 is to score CSI 75 (out of a
possible 100 points) on the CSI (Customer Satisfaction Index) by
improving product quality and operation manuals; reviewing field
operations in sales activities; advancing the kanban (just-in-time)
supply delivery system; and minimizing system recovery time for stable
production management. |
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Note: |
Values have been adjusted for comparison
due to differences in questions between fiscal 2004 and 2005. |
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CSI: |
Customer Satisfaction Index. Four factors
(products, dealings of sales personnel, dates of delivery and
maintenance) are assessed by the customer and points for each
are calculated based on a 100-point evaluation system. |
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Product-Related Activities |
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Since 1997, Anritsu Group in Japan has been operating
under the Technology KI (Knowledge Intensive Staff Innovation) Project
aimed at timely marketing of products and services that increase
customer satisfaction through mutual recognition and management of
issues among R&D departments.
Recently, this project has expanded to a growing number of manufacturing
and non-manufacturing departments. |
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Sales Activities |
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Anritsu puts a high priority on maintaining a
strong foundation of contacts and relationships that lead to product and
service sales. As a customer's best partner, we strive together to come
up with better solutions. In fiscal 2006, we will learn more about what
products customers need, in order to upgrade our response to those
needs, according to CSI survey results. |
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Delivery Activities |
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To do a better job of delivering the products
that customers need at appropriate times, we aim to reduce product
delivery times.
Tohoku Anritsu Co., Ltd., Anritsu Industrial Solutions Co., Ltd. and
other Anritsu Group Companies are promoting manufacturing innovation
activities so as to flexibly accommodate demand fluctuations and deliver
products that best fit customer requirements.
Anritsu Industrial Solutions Co., Ltd. started its manufacturing
innovation activities in fiscal 2001, and, in close cooperation with the
sales and R&D departments, is building a system that can manufacture the
necessary quantity of products when required in the shortest period. In
fiscal 2004, the company introduced the kanban (just-in-time) supply
system and other measures together with suppliers to accelerate efforts
to increase management efficiency. Since then, the company has succeeded
in reducing average delivery time by 25% or more. |
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Maintenance Activities |
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Anritsu's Measuring Instrument Group's 19 service
centers in 14 nations provide consistently high quality of service to
customers throughout the world.
In fiscal 2005, the Global CS Surveillance Team of each nation's regional
service managers organized to conduct six categories of surveys
(delivery, price, communication, service quality, documentation and
overall) about measuring instrument repair and calibration provided at
our respective service centers.
Improvements are being put into place for categories that scored less
than 80 points.
We strive to make Anritsu products and services more familiar worldwide,
so that customers can rely on them for years. |
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