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With Customers

Sales and Service System

Flexibility and Cooperation Developed by Listening to Customers

Remaining a company that can transform itself to respond to changes in the business environment

We are facing a rapidly changing business environment, such as the diversification of business tools and markets, and changes in customers' behavior. We believe that "flexibility" and "cooperation with business partners" are indispensable to handle these situations.
We cope with such changes by listening to customers, taking advantage of the technologies, expertise, sales channels and know-how we have developed, and working in proper cooperation with partners in the fields where we lack strength or experience.
Brother aims to be able to transform itself in this way.

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New Market Development with Sales Subsidiaries

Building a system that enables designers to directly listen to customer requests and provide solutions instantly

Salespersons and a designer have a meeting before they visit a customer
Salespersons and a designer have a meeting before they visit a customer
Designers visiting a customer to listen to his request
Designers visiting a customer to listen to his request

Brother currently focuses on business for corporations. Requests from corporate customers vary widely because they are diverse in scale and business categories. In our traditional way, all types of customer requests were received mainly by the salespersons and other technical support staff of Brother Sales, Ltd. (Brother Sales), and then reported to designers in Brother Industries, Ltd. (BIL). This way, however, required a lot of time to incorporate customer requests in product specifications and sometimes led to failure in reflecting exact requests due to a lack of understanding of the background behind such requests.

Aiming to improve this situation, in 2016, we established a system to enable the designers of BIL, on the part of the manufacturer, to directly listen to customer voices and instantly propose an appropriate technical solution while working together with the technical support staff of Brother Sales, and thereby became able to provide a quick response to individual questions.
This system also works efficiently in reducing time to analysis and improvement when an unexpected defect is found by the customer who starts using a Brother product on a trial basis, allowing a designer to directly visit the site and confirm the defect.

The cooperation between Brother's sales subsidiaries and BIL in ensuring continuous communication with corporate customers has built a trusting relationship with these customers and also led to large-scale orders from them.

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Digital Marketing Promotion

Imagining customers for each product and service to whom we would like to show our value and providing a more comfortable digital experience tailored to each customer

Digital content for customers who are concerned with the printing cost of inkjet printers (One scene of a movie on the website of Brother's sales company in the U.S.)
Digital content for customers who are concerned with the printing cost of inkjet printers (One scene of a movie on the website of Brother's sales company in the U.S.)
Digital marketing process
Digital marketing process

Customer behavior in purchasing products and services is drastically changing with the development of digital technology, and companies are accordingly shifting their sales promotion activities to Internet marketing or marketing through digital devices, such as PCs and smartphones.

Under such circumstances, the Brother Group is promoting digital marketing activities more than ever in order to provide a more comfortable digital experience tailored to each customer and to build a long-term trusting relationship with customers. By launching a group to preside over global activities, we are sharing superior knowledge and formulating global strategies in cooperation with digital marketing promotion teams around the world.

The Brother Group considers it necessary to deeply understand customers so as to provide appropriate digital experience for them. We imagine customers for each product and service to whom we would like to show our value, and consider information that would satisfy them as well as appropriate communication methods and timing to deliver such information. To put such ideas into practice, we took several approaches, such as creating content in our corporate websites, designing user flows, and distributing advertisements on the Internet. Since the implementation of these approaches, we have been continuously measuring whether the value of products and services has successfully reached customers via the created websites or advertisements, and making improvements accordingly. This process has been standardized to be shared and used on a global basis.

The Brother Group will unitedly work to strengthen its digital marketing and promptly deliver comfortable digital experience to customers.