Our Approach & System

To ensure that our customers enjoy all aspects of their living spaces, LIXIL seeks to maximize customer satisfaction by considering it one of our material issues and viewing things from the perspectives of both professional users and end users. Developing and providing products and services that fulfill customer expectations and communicating effectively with relevant stakeholders are vital to improving customer satisfaction. In Japan, our Marketing function and Safety and Quality Management Division work consistently together to improve our products and services based on customer feedback.

Reflecting Customer Opinions in Our Products and Services

LIXIL strives to improve customer satisfaction by collecting and analyzing all customer-related data and encouraging any relevant departments to instigate pertinent improvements.

In FYE2022, we launched an initiative in Japan to combine various customer databases in order to strengthen our customer-centric framework that focuses on customer feedback. We have been working on integrating the customer relationship management (CRM) system, which manages approximately 300,000 inquiries a month that our customer service and repair centers receive, with our e-commerce (EC) system, which manages online purchase history, to create one central My LIXIL database of basic customer information. That integration is scheduled to be completed in FYE2023. This initiative is not only designed to shorten the lead time between the receipt of an inquiry and the response by the relevant department, but also seeks to improve customer service productivity and customer satisfaction. We also aim to encourage purchases through the integration with our EC system.

In Japan, we also conduct satisfaction surveys that target professional users. The survey revealed 78.5% of users were satisfied with product quality and 68.4% were satisfied with the level of support they received in FYE2022.

We are also working to improve customer satisfaction through activities focused on generating improvements based on customer feedback.

Training: How to Improve Customer Satisfaction

LIXIL strives to nurture employees who can interact closely with customers by providing various training programs. Regarding product training in Japan, employees receive explanations of new products from product development personnel, get to confirm actual products and parts for themselves, and acquire skills that enable them to view things from the same perspective as our customers. We also conduct group and one-on-one training for operators to help them better understand customers’ feelings.

For professional users, we offer training opportunities where we share the knowledge and experience that we have accumulated based on customer inquiries, and aim to improve customer satisfaction together with our partners.

In FYE2022, we built an online learning platform and digitalized our teaching materials, partly due to COVID-19. As a result, we have seen an increase in the number of participants and frequency of training sessions, with some people commenting on how more employees and professional users are now able to participate in the sessions, and how these measures have helped improve the quality of the training provided.

LIXIL Owners Club

In Japan, LIXIL has established a registration-based LIXIL Owners Club that provides information and services to help ensure easy, long-term, and safe use of purchased products.

From FYE2021 to FYE2022, we conducted a donation campaign called MAKE A SPLASH! with LIXIL Owners Club in which we donated ¥10 to the MAKE A SPLASH! partnership with UNICEF for every customer who signed up for the LIXIL Owners Club. This resulted in a total donation of approximately \4.3 million.
In addition, in FYE2022, we sought to deepen members’ understanding of the SDGs through quizzes and our email magazine and also raise awareness of our MAKE A SPLASH! campaign.