- 100% : Observation of The Coca-Cola Company Responsible Marketing Policy
Customer Satisfaction
CSV Goals (Creating Shared Value) *The base year is 2015 and the target year is 2025 unless otherwise noted.
Our mission at the CCBJH Group is to “Deliver happy moments to everyone while creating value” through our beverages and services. We are developing processes that meet the expectations of our customers—primarily through the Voice of Customer (VOC) section and the Customer Contact Center—to achieve communication that is always open and honest, and easily understandable to anyone.
Ensuring customer satisfaction
The Customer Contact Center is the point of contact for all customers of the CCBJH Group. The center's VOC section shares opinions, requests, complaints, and other feedback received from customers within the Group to inform initiatives aimed at improving products and services.
In support of consumer-oriented management promoted by Japan's Consumer Affairs Agency, we made a voluntary declaration of consumer-orientation, which was approved by the Agency in May 2022. Under the five policies, we will continue to practice consumer-oriented management and work together with our customers.
We comply with ISO 10002 (JIS Q 10002)*, which covers the handling of customer complaints, throughout our customer response processes and management system.
*A standard issued by the International Organization for Standardization (ISO) that provides guidance on the process of handling complaints related to product and service quality. ISO 10002 does not involve third party certification. While any organization can self-evaluate its compliance, Coca-Cola system members in Japan only declare their compliance after receiving an independent compliance audit.
Process for ensuring customer satisfaction
Initiatives for ensuring customer satisfaction
Employee newsletter highlighting customer views
Customer inquiries, opinions, and complaints are shared with employees throughout the Group in a weekly newsletter, the “Weekly Hot Voice,” by the VOC section via internal social media channels and the intranet.
Customer response training videos
We are focusing on employee education in order to ensure even greater customer satisfaction. Our education system enables local customer service representatives to appropriately manage customer interactions by watching customer response training videos produced by the VOC section before engaging with customers.
To meet further customer's expectations
We conduct questionnaires for consumers who have lodged complaints, and provide surveys to evaluate the quality of our customer response and consumers' intention to purchase Coca-Cola products in the future. The VOC section is structured so that a local customer service representative will follow up on the response to a complaint and ensure the customer's expectations have been met. Our surveys have found that for many customers who have had their complaints addressed in this way, their interest in purchasing Coca-Cola products remains unchanged or even increases.
Customer Contact Center, VOC section
Initiatives in three sales channels
❶ Chain stores
The teams in charge of accounts running a chain-style business pay close attention to offering an assortment of products that match well with their store format, whether it is a supermarket or discount store among others, and respond flexibly to the specific needs and expectations of the consumers that choose to shop in their chain stores. These teams are also proactive in developing seasonal and event-related sales promotion plans, and new ways of selling our products, such as, by pairing them with deli items or shelving them in the liquor to propose the use of our products as a blender of alcoholic drinks.
❷ Vending
The vending team is responsible of responding to consultations and requests from existing and potential customers about the placement of vending machines (VM) with the most befitting solutions and providing the full set of VM-related after-care services, including the periodical replenishment of products after installing the machines and maintenance required to keep them up and running in good condition.
The solutions proposed by the vending team are constantly updated by numerous innovative developments in the equipment portfolio, including the introduction of cashless models that support electronic money payments, machines that can run in energy-saving mode, and disaster-relief machines designed to be capable of contributing to the social needs at times of emergency.
Coke ON vending machine
Digital innovation has led to the development of a new service using a dedicated smartphone app named "Coke ON" that offers the consumers the chance to collect stamps with their purchase from the vending machines that support Coke ON. 15 stamps can be exchanged to one product available in any Coke ON vending machine.
This new service using the smartphone app delivers a novel and unique buying experience to the consumers.
Multilingual vending machines
In addition to increasing the placement of multilingual vending machines, the smartphone users can now view product information on their device in 15 languages.
❸ Retail & food service
The market targeted by the retail team is composed of kiosks, food stores and other forms of retail outlets run by customers in diverse sectors and lines of business ranging widely from public transportation (in station buildings, etc.), academic institutions (in schools), hospitals to offices. The retail team is always keen to propose the most suitable types of products (in terms of package, size, and price) and the most effective ways of selling them according to the specific purposes of use and scenes where the consumers enjoy our drinks.
The food service team is primarily in charge of accounts running the HORECA ※business or operating the facilities in the recreation / entertainment sector, such as, movie theaters and karaoke parlors. This team handles a wide range of products and packages mainly for business use, including syrup and powder, and proposes diverse ways of selling, serving, and presenting our products to the end users that best fit the individual accounts' lines of business and size of their outlets.
※HORECA stands for HOtels, REstaurents, CAfes.
Drop shipping (e-commerce)
We propose online shop operators who have their online shops opened in EC-malls (Internet-based virtual shopping malls) a wide range of Coca-Cola brand products to be posted and sold in their online shops that can be accessed through the EC-mall website. Drop shipping is a service to deliver our products directly to the customers who purchased our products through the online shopping medium, such as, the EC-mall. The online shoppers find this service helpful since they will be freed from the burden of physically carrying our products, which can get very heavy when they purchase in bulk. The online shop operators also find this service an advantage because they do not need to make arrangements to manage the physical inventory and ship the stocked products to their customers.
Responsible Marketing Policy
We are committed to The Coca-Cola Company's global Responsible Marketing Policy that covers all our beverages, and we do not market any products directly to children under 13.
The Coca-Cola Company's Responsible Marketing Policy