Aiming to be an engineering, manufacturing and marketing enterprise that gives customers a sense of Kando*
The Yamaha Motor Group’s product quality and Monozukuri (engineering, manufacturing and marketing) are based on maintaining ongoing, close relationships with our customers. Going forward, we believe we must continue to strive to enhance this product quality by taking a customer-oriented approach. To do this, all divisions are striving to raise the quality of the work they perform.
Providing New Excitement
Yamaha’s corporate mission of being a “Kando Creating Company” is an expression of our desire to offer our customers around the world products and services that bring joy and unexpected exhilaration of the kind that enriches their lives with new fulfillment, in harmony with society and the environment.
Approach to Quality
Yamaha Motor is working daily to improve quality and to provide customers with peace of mind and confidence as well as a sense of excitement. The Basic Policies for Quality form the standard against which these activities are judged. As Yamaha Motor’s president has declared, these are Groupwide policies under which “To constantly provide peace of mind, confidence and a sense of excitement to customers, we strive to achieve the best quality possible, by creating suitable standards of safety and reliability to realize high-quality products and services effectively, taking a customer-oriented approach that emphasizes a deep sense of emotion in accordance with the spirit of the Yamaha Brand Charter.”
Under these policies, we formulated the YQ2021 Companywide medium-term quality policy covering the years 2019-2021, which sets three specific goals for our business activities: quality that provides exceptional excitement; quality that challenges; and quality that is trusted.
Structure for Improving Quality
Quality Enhancement Activities
To ensure that employees have ingrained, quality-related knowledge and skills, training for quality is annually held for new hires, for employees related to manufacturing two to five years after being hired, and for persons newly appointed to management positions. In addition, education and training programs are annually in place to enhance the skills of employees, to ensure that they are technologically proficient with regard to quality related specifically to their type of work and specialization.
With those programs as a base, all employees undertake the “I am Yamaha” activities for enhancing quality during their actual work. These activities encourage a strong sense of ownership in every employee, so that each individual believes, “It is I, and no one else, who is personally responsible for making the Yamaha brand shine.” This attitude, along with a customer-oriented approach, allows employees to refine their powers of perception (ability to make discoveries) and to enhance the quality of their work. Both as an organization and as individuals, we will strive to further improve quality by working to: (1) enhance our customer sense; (2) increase interaction; (3) learn from mistakes; and (4) do high-quality work.
Approach to Service
The Yamaha Motor Group views after sales service as an important aspect of quality, and that principle is laid out in our Basic Policies for Quality as “To constantly provide peace of mind, confidence and a sense of excitement to customers, we strive to achieve the best quality possible, by creating suitable standards of safety and reliability to realize high-quality products and services effectively.” Under these policies, we have introduced the slogan “One to One Service” for the active creation of positive relationships with each individual customer. Accordingly, we operate the Yamaha Technical Academy (YTA) program around the world to train service technicians as per our proprietary unified global standard. Trainers in each country who have been trained by headquarters hold regular classes for the service staff in their country, so that they acquire technical skills that are up to Yamaha’s unified global standard. This program has three levels of accreditation – Bronze, Silver, and Gold – and dealers display certificates showing the level that the dealership has received. In 2018, the percentage of technicians in our 24 major countries with YTA certification was 76% (of a targeted 80%), and the percentage of dealerships with a certified technician was 84%.
Yamaha World Technician Grand Prix
Responding to Customers
We want customers to use our products with peace of mind for a long time. This makes a stable supply of parts indispensable. To prevent shortages for motorcycles, we maintain a minimum of a 10-year supply of parts, and have built a system where customers can order parts online and have them delivered quickly. For customer convenience, we also keep a parts list published on the website, so that customers can use a personal computer or smartphone to identify the parts they need and order them from dealers.
Use of Customer Information
The Yamaha Motor Group views opinions and requests from customers as expressions of their expectations for our products and services, so we carefully respond to each opinion and request we receive, in the belief that raising the level of customer satisfaction will lead to trust. Based on this spirit, we undertake various activities to know how customers evaluate and use our products, and to learn how to improve our products and what kinds of products to make in the future. For example, we send an Internet survey to customers who have purchased a new product, and in some cases, we may ask the customer in person for a more detailed evaluation.
Riding Safety Promotion Activities
Customer safety is our first priority, and in addition to enhancing product quality, we continue to put our maximum effort into activities which explain to customers in an appropriate manner how to use our products correctly.
These efforts include the publication of catalogs and brochures that convey the attractiveness of our products and product manuals that explain correct product use, as well as safety promotion activities such as riding schools that allow customers to gain first-hand knowledge about using our products.