Pursuit of Customer Satisfaction
Basic Concept
The JAL Group appropriately provides information on products and services, earnestly takes customer feedback into account, and continuously strives to develop and provide better products and services in order to provide unparalleled service to every customer. When developing and improving products and services, we put ourselves in the standpoint of our customers to develop innovative products and services that meet the diverse values of our customers and society.
This policy sets out our commitment to further enhance customer satisfaction and to develop products and services that reach the hearts of every customer under the Customer-Oriented Management Policy.
* The JAL Group declares customer orientation under this policy.
Organizational Structure
We have established and are promoting the following organizational structure to ensure consistent and rapid decision-making from a customer-oriented perspective.
Pursuit of Customer Satisfaction as a Key Performance Indicator
The JAL Group adopted the Net Promoter Score (NPS), which is focused on measuring customer loyalty, as a key performance indicator (KPI) in FY2017 and internally shares customer ratings and feedback to improve its products and services and deliver unparalleled service to our customers. We continuously strive to improve and innovate products and services to meet the various needs of our customers, and achieve the world’s top-level satisfaction experience.
FY2023 Results
Putting Customer Feedback into Tangible Form
We have created products and services that meet customer needs by making improvements based on customer feedback.
Framework for Implementing Customer Feedback
The JAL Group places great importance on customer feedback and customer evaluation as we believe that this will improve our products and services continuously through a cross-organizational approach, which will enhance customer satisfaction.
The responses from our customers are promptly assessed and analyzed to establish a cycle to connect insights to improvements throughout our organization, delivering products and services that reach the hearts of every customer across all touchpoints.
Marketing Communication
- JAL Group will provide accurate and balanced information that is of importance to society and endeavor to ensure that descriptions and labels of our products and services are proper and readily understandable in order not to mislead our customers.
- JAL Group will avoid exaggerated claims about the social and environmental impacts of our products and services.
- JAL Group, in regard to marketing communication toward vulnerable market segments (i.e children, market illiterates etc.), will endeavor not to mislead children, market illiterates etc. about potential benefits from the use of the product and service.
- JAL Group will ensure that we do not give customers or business partners false information about the products or services of other companies, which may discredit them.
