Global Brother Brother's CSR With Customers Developing Products with "Customers First" in Mind

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With Customers

Developing Products with "Customers First" in Mind

A Framework for Quickly and Comprehensively Reflecting Customer Feedback in Our Products

Conducting various surveys to identify potential needs and embodying them in products

Framework for reflecting customer feedback in product development
Framework for reflecting customer feedback in product development

All of the Brother Group's business activities are driven by feedback from customers. Opinions and requests are solicited at various times and compiled into a database.
In the planning phase for a new product in particular, those in charge of planning and development visit customers, organize group interviews, and conduct web-based surveys. These extensive, in-depth surveys are designed to identify the environments in which products are used and to analyze impressions and requests so that potential needs --- which even customers are not aware of --- are identified and reflected when developing the next models.
This process helps to ensure that the functions, sizes, designs, and prices of products perfectly match customers' needs. This is all part of the Brother Group's commitment to providing customers with new values and satisfaction.

Setting Quality Standards in Accordance with Customer Needs

Clarifying quality standards for SMB market to reflect them to developments and evaluations of products

Comparing to customers in SOHO(Small Office Home Office) market, which is the target for product development until now, customers in SMB(Small and Medium Business) market sometime have different demands for products.
For this reason, we worked to investigate customer demands for laser printers and All-in-Ones in SMB market to clarify the quality they expect.

Quality verification through the five senses(Stiffness)
Quality verification through the five senses(Stiffness)
Quality verification through the five senses(Operational feeling)
Quality verification through the five senses(Operational feeling)

In particular, we visited customers and dealers in SMB market to investigate status of installation and usage of printers and All-in-Ones. In addition, demands for products from customers and dealers were directly heard. Based on the usage conditions and demands, the points that our users and dealers place importance came to be recognized. Stiffness of products, sounds after printing, air from fans and so on, which are felt through the five senses, as well as reliability and operability of products turned out to be important points. For this reason, regarding external appearances including stiffness and operability of products, we worked on quantifying the feelings, which customers get when they actually use products, by hearing investigations through questionnaires. Thanks to the quantifying, as we can objectively show the comparison with our competitors' products, we came to be able to clarify superior and inferior points of our products. By doing this, we improve products and confirm and verify the effects of the improvement by product evaluations for the shipment of products that satisfy customers more. By making customer visits and working from a customer' viewpoint to grasp the quality they expect, we can set new quality standards and reflect them to product evaluations.

Always placing its customers first everywhere, every time, the Brother Group wishes to provide them with superior value and services.