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Social Report
Initiatives to Achieve Customer Satisfaction
Created more opportunities to gather customer feedback
and provide information by holding post-sales follow up
Results and progress
Actively pursue post-sales follow up. seminars, and encouraging interaction between customers,
Issues and targets
for fiscal 2005
for fiscal 2005
the staff and their superiors. Improved programs for
training junior sales staff.
Established online trading terminals and support desks at all
Enhance the convenience of branches offices through branches, enabling customers to easily access information
utilization of IT. and place orders
Commenced renovations at all branches. Promoted in-
Create branch office atmospheres that are welcoming to a
house projects with the goal of improving customer
broad clientele.
service quality.
Approach to achieving service. Further, Daiwa Securities Co. Ltd. 3. Creating a functionally appealing environment at
customer satisfaction encourages training programs for the all branches to satisfy a wider range of customers
development of junior sales staff to further Daiwa Securities Co. Ltd. plans to renovate
The Daiwa Securities Group is built on the emphasize, at an early stage, the importance all its branches by the end of fiscal 2007.
trust of its customers. Customer confidence of following up post sales. The aim is to improve each branch’s
is its number-one Corporate Principle. convenience and functionality, while creating
Moreover, the Group has made improving 2. Utilizing IT at the offices a relaxed, private and secure setting for
customer satisfaction a top priority among Daiwa Securities Co. Ltd. has placed online investment consultation.
its management issues. The Group seeks trading terminals at its branches as In-house projects such as raising awareness
the feedback from customers and uses this conveniences for customers to gather of the basics like business etiquette and
information to provide new services and to information and place stock orders. Also, branch tidiness are also being pursued.
improve the quality of customer service. online support desks have been established By improving both facilities and customer
at the branches to assist customers who are service etiquette, Daiwa Securities Co. Ltd.
How customer feedback is not familiar with personal computers or aims to create a pleasant branch environment
utilized and initiatives Internet transactions. for its customers.
Improving customer satisfaction
At Daiwa Securities Co. Ltd., the group
company that has the most customer
interaction, a Customer Satisfaction (CS)
Promotion Section in the Sales Planning
Department has been established to carry • How customer feedback is utilized
out initiatives to improve customer
satisfaction. For example, each week, Customers
customer feedback received at the branches
is shared and discussed by all executives
and employees in the company. Opinions, comments, and requests
Initiatives to address
fiscal 2005 issues Improvement
Daiwa Securities Co. Ltd. branches
1. Actively pursue post-sales follow up
Based on the annual customer questionnaire
as well as other forms of feedback, following Opinions, requests, Gathering feedback Response proposals and
reports, and inquiries at each branch steps for improvement
up after sales is one of our most important to be shared by
all branches (weekly)
services. In fiscal 2005, Daiwa Securities Co.
Ltd. increased opportunities for customers
to give feedback to staff and their superiors. CS Promotion Section, Sales Planning Department, Daiwa Securities Co. Ltd.
It held more post-sales follow up seminars,
Contact Report
keeping customers informed of new Improvement Improvement
developments and encouraging them to Departments responsible Management
provide feedback. The seminar content was at headquarters
also expanded to include more on customer
33 DAIWA SUSTAINABILITY REPORT 2006
Customer Support Center Monthly Report, which is sent to executives, From the responses, it was revealed that
inquiries and responses all branch managers, branch internal the greatest sources of dissatisfaction came
administration supervisors, and general from a change in salesperson due to
Social Report
In fiscal 2005, there were 7,019 calls made to managers at headquarters. transfers, and the lack of follow up after
the Customer Support Center, an increase of sales. These issues will be addressed in
1,228 over the previous fiscal year. Of these Fiscal 2005 customer fiscal 2006.
calls, 2,075 were complaints, 361 more than satisfaction survey
the previous fiscal year. Problems with the
Initiatives to Achieve Customer Satisfaction
online trading system were the cause of 223 Since fiscal 2001, Daiwa Securities Co. Ltd.
of these increase in complaints. has been carrying out an annual customer
Complaints concerning branches made up satisfaction survey in order to assess
1,354 of the complaints received in fiscal customers’ opinion of our services. In fiscal
2005. Half of these dealt with dissatisfaction 2005, over 220,000 questionnaires were sent
over customer service and the business out, and about 80,000 of them were returned.
etiquette of sales staff. In these cases, the
complaints were relayed to the branches or
departments concerned within the same
day. This system enables rapid response to • Results from the customer satisfaction survey
customer complaints. Moreover, customer
comments received by telephone are
Satisfaction level
published in the Customer Support Center Salesperson’s Points to maintain Important points to maintain
appearance
and manner
Quick and
efficient service
• Number and types of calls received by the
Salesperson’s
Customer Support Center ability to comprehend
Calls Product and Easy-to-understand
0 2,000 4,000 6,000 8,000 service knowledge explanations
FY
2003 1,620 4,132 46
Advice on
financial products
FY
2004 1,714 4,068 9 Provision of information on
Comprehensive advice for economic and market conditions
portfolio management
FY Post-sales follow up
2005 2,075 4,944 0
Important points for improvement
Complaints Inquiries Feedback Importance level
* There were five satisfaction levels from very high to very low, and three importance levels, with “high” (10.0 points),
“neutral” (5.0 points) and “low” (0.0 point).
Future issues and fiscal 2006 targets
Comments from stakeholders
In fiscal 2006, the Daiwa Securities Co. Customer satisfaction initiatives at the
Ltd. will continue working on constructing
Daiwa Securities Group
a pleasant environment at its branches.
Specifically, the Group aims to maximize
The Daiwa Securities Group is dependent on the satisfaction of its customers.
the utilization of new office space post
renovation and create a service flow that As the employees that actually interact with customers in the branches, we
will give customers a better impression. in the Investment Services Section play a major role in delivering customer
Also, the company is implementing satisfaction. In order to ensure that customers are happy when they visit one
training programs that will improve the of our branches, I think it is important to make them feel glad they came in,
knowledge and etiquette of junior sales
and encourage them to come again. If every employee appreciates the Mami Kunifuda
staff. Following efforts started in fiscal
2005, the Group will continue to work on benefit of making customers feel this way, and thereby achieve in job Deputy General Manager
Headquarters Investment Services Section
the area of post-sales follow up. fulfillment, we can improve customer satisfaction even further. Daiwa Securities Co. Ltd.
DAIWA SUSTAINABILITY REPORT 2006 34
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