Customer Satisfaction Survey
We conduct a Customer Satisfaction Survey (TEL CS Survey) every year with the goal of making continual improvements based on customer feedback. The survey started in fiscal year 2004, aimed at just a limited number of divisions. It was expanded to include all semiconductor production equipment divisions in fiscal year 2014, and later the flat panel display production equipment division and overseas subsidiaries in fiscal year 2016, and currently, it is implemented company-wide as the Customer Satisfaction Survey Program (CSSP).
Under the CSSP, we survey customers once a year, at the same time each year, and ask specific questions that will lead to improvements on a practical level. Information obtained from the survey is analyzed by business unit (product), account (customer) and function (software, development, etc.), and the results of this are shared with relevant divisions, such as sales, equipment/plants and service, to implement actions for improvement. Improvements are also made continuously to all aspects of the survey method, including the questions asked, the analytical methods used, and the overall operation of the survey activities.
In the TEL CS Survey for fiscal year 2021, responses were received from approximately 1,400 individual customers (70.2% of all customers), and 96.7% of all survey items received a score of 3 points or higher (Very Satisfied or Satisfied*¹), which is our annual CSR goal. This marked an improvement of 3.4 percentage points from fiscal year 2020. When we receive an evaluation of 1 point (Very Dissatisfied), we respond to the customer as quickly as possible as part of a Shift Left approach to implementing early-stage improvements throughout the survey process. Going forward, we will continue to aim for 3 points or higher for 100% of the questions asked, and the entire company will work as one to implement customer-driven improvements.
At a business unit that handles one of our product lines, the results for fiscal year 2018 fell below a score of 3 points in all three divisions (sales, equipment/plants and service), so we have been working on various improvements. Based on the results of the TEL CS Survey, the Management Council immediately reviewed the results and formulated KPIs*², and has since monitored the situation every quarter. The following improvement measures have been implemented for issues identified for each customer in past survey results.
Explain our strategies to customers to gain their understanding Improve the frequency of customer visits Form an internal task force to make continual improvements for equipment-related issues Promote direct communication between customers and our engineers Clarify ownership of each issue at a meeting to address issues, etc.
By going through the PDCA cycle for these improvement measures, we were able to achieve a target score of 3 points or higher in the sales, equipment/plants and service divisions in the survey for fiscal year 2021. As a result, these improvements have led to stronger products and we were able to confirm that overall customer satisfaction for our company has improved.
*1 On a four-point scale, 3 points or higher represents “Very Satisfied” or “Satisfied”
*2 KPI: Key performance indicator. An evaluation indicator for managing the progress of improvements