Providing Quality Service to Customers
Daiwa Securities Group understands that customer trust is the foundation of our business. Based on the idea of the Customer First Principle, we always try to provide services that deliver genuine customer satisfaction.
We have also adopted the idea of hospitality to enhance our existing concept of customer service. We aim to provide customer service that gives the most satisfaction to customers.
Building Deeper, Stronger Trust with Customers
Daiwa Securities aims to build customer satisfaction through quality services, built on understanding customer needs quickly and proposing the best solutions for each customer. We consider providing faithful and appropriate explanations to be paramount. A principle of Japan's Financial Instruments and Exchange Act prohibits "solicitation that is improper in light of a customer's knowledge, experience, financial situation and objectives." Daiwa Securities' approach is rooted in this principle. As a part of our hospitality-based service, when promoting our financial products we strive to provide explanations and post-sale follow-up that exceed the legal requirements. We have also agreed with the purport of the "Principles for Customer-Oriented Business Conduct" announced by the Financial Services Agency in March 2017 and expressed our adoption of the principles, while drawing up and announcing our "Basic Policy on Customer-first Operations."
Moreover, to further improve our services and the quality of our response, we are continuing to conduct customer service surveys. We survey customers regarding their degree of satisfaction with our services and response, and solicit their feedback and requests. Based on the survey results, since FY2017 we have been strengthening our initiatives to improve the quality of post-sale follow-up and enhance the convenience of e-mail services.
Basic Policy on Customer-first Operations
Daiwa Securities Group has agreed with the purport of the "Principles for Customer-Oriented Business Conduct" announced by the Financial Services Agency on March 30, 2017 and expressed its adoption of the principles. The Group has also drawn up and announced its "Basic Policy on Customer-first Operations."
Thorough Post-Sale Follow-Up and Appropriate Provision of Information
A customer's purchase of a product is only the beginning of a securities company's relationship with the customer. Follow-up is the key to maintaining and solidifying the relationship of trust built with the customer. To alleviate customer dissatisfaction or concerns arising after transaction, we offer thorough explanations, appropriate proposals, and information regarding market conditions, products, and services as a part of initiatives to further reinforce our relationship of trust with customers.
Introduction of NPS®* (Net Promoter Score) Towards Realization of Quality No. 1
In FY2018, Daiwa Securities introduced NPS® (Net Promoter Score) as an in-house indicator for measuring customer satisfaction.
The score measures the degree of customer recommendation and is considered to correlate closely with business performance. We position it as one of our most important management indicators.
When introducing NPS®, we implemented sales reforms successively at individual branches to ensure that the aim of the introduction is well understood and established among employees, rather than them merely adopting the score. Thus, it took a year to complete the introduction of the score at all branches.
We will further step up our efforts to carry out sales activities from the customer perspective. At the same time, we will build a scheme for implementing a PDCA cycle that incorporates customer feedback and makes improvements, and continuously work to improve NPS®.
- *NPS® is a registered trademark of Bain & Company, Fred Reichheld and Satmetrix Systems.
Improving In-Branch Customer Service Quality
At Daiwa Securities, we have announced our commitment to serve customers sincerely, and strive to provide service that can satisfy any customer. With the aim of creating sales branches enabling elderly customers and customers with disabilities to feel secure, we have placed dementia supporters*1, mostly comprising employees engaged in in-house customer service, at all branches. In FY2016, we also completed placing employees with service assistant*2 certifications at all branches. Further to these initiatives, we have been implementing an in-house customer service survey once every half year since FY2017 to maintain and further enhance the quality of customer service. The survey uses external institutions, which evaluate customer service skills at all sales branches. Thanks to education and training given following the results of the survey, as the sales branches undergo evaluations, the survey scores have been steadily improving. The improvement in the quality of customer services has thus been reflected in the results of the survey. Moreover, in pursuit of services that deliver satisfaction to all customers using Daiwa Securities, staff at our head office check services provided by telephone representatives whenever necessary.
- *1Dementia supporter
A dementia supporter is a person who properly understands dementia and pays warm attention to people with dementia and their families. The Ministry of Health, Labour and Welfare has been stepping up the training of supporters across the country as part of its "Dementia Supporter Caravan" project.
- *2Service assistant
A service assistant is a person certified as having acquired hospitality and safe assistant skills for providing tailored support for elderly customers and customers with disabilities.
Promotion of Accessible Services for Diverse Customers
When renovating existing sales branches or planning new branches, Daiwa Securities works to ensure that they are accessible to more customers. We implement a range of barrier-free measures, including reduced variations in floor level, the installation of automatic doors and larger counters, and the placement of cane holders at all counters. We have strived to enhance our barrier-free system, introducing a slope to the entrance of 53 branches to eliminate steps by FY2018.
We have also been stepping up our efforts to enhance safety and convenience for elderly customers and customers with disabilities visiting our sales branches. As part of such efforts, we place and make ready for use writing communication boards, communication sheets, cane holders, hearing assistance devices, and other equipment.
Starting Pilot Rollout of Anshin Planners and Financial Consultants
Since October 2017, Daiwa Securities has been introducing Anshin (peace of mind) Planners - a new type of sales agent - and Financial Consultants as an initiative to provide each one of our customers with optimum consulting and solutions. Anshin Planners and Financial Consultants have so far been stationed at 70 and 72 branches, respectively. The initiative is scheduled to be implemented at all branches.
Anshin Planners are mainly responsible for elderly customers, providing comprehensive consulting for customers in their later years. The scope of the Planners' work is not limited to asset management but includes the provision of information on health, long-term care, etc. and solutions in relation to gifts, inheritance, etc. to next generations. With the introduction of the Anshin Planner, we have also launched "Daiwa's Anshin Plus," a new service enabling the use of a seniors monitoring service operated by a security company and telephone health consulting, etc. provided on a preferential basis.
Financial Consultants are responsible for customers whom our conventional sales personnel have been unable to fully support, including those in the asset building stage. They propose a wide range of products and solutions that meet customers' needs. We work to provide optimum support to every customer we serve by subdividing our sales personnel and making careful proposals according to the life stage of each customer.
Continuing to Hold a Wide Variety of Seminars
Each branch of Daiwa Securities holds a variety of seminars to provide information on topics including Japanese and overseas markets and inheritance. For example, targeting customers in the asset building stage, the company holds seminars with the theme of installment-type Nippon Individual Savings Account (NISA), a program launched in 2018, as well as iDeCo, a defined contribution pension plan for individuals.
We have held approximately 10,000 seminars at our sales branches. As well as seminars held at branches, there are large-scale seminar events. We held "Daiwa New Year's Lectures for 2019" at five venues nationwide, as well as seminar events with the theme of overseas investment and asset building seminars targeting novice investors.
Asset Building through Installment-Type NISA Including Workplace NISA
Daiwa Securities has been accepting applications for NISA accounts since the initiation of the program. In particular, we actively introduce the program to customers, especially those in the asset building stage, in order to encourage more customers to start making investment in installments. We are also stepping up our initiative to propose the introduction of the workplace installment-type NISA. The program enables individuals to build assets systematically by setting aside a fixed amount each month for investment through their workplaces.
Contact Center Functions
The Contact Center has been a key channel for transactions, supporting the company's business model whose cornerstones are Daiwa Consulting and Daiwa Direct transaction courses. The center now handles calls coming in to sales branches, thereby acting as Daiwa Securities' comprehensive remote contact center for customers.
To strengthen the functions of the center, we first expanded the scale of the service points in Tokyo and Osaka in FY2014 and then established a contact center function in Fukuoka in FY2016 as our third service point. We also enlarged the floor area of our service point in Osaka in FY2017.
By further expanding the ability to take calls, we aim to enhance our support functions for sales branches going forward to increase customer convenience.
Working to Incorporate Customer Voices
At Daiwa Securities, the Contact Center and the Customer Support Center assume the function of utilizing customer feedback.
Contact Center Initiatives
Employees at the Contact Center, which serves as our comprehensive remote contact point, have direct contact with customers and play an increasingly crucial role not only as a transaction channel but also in customer support and marketing. In order to maintain and improve contact center operations to meet the demand for high-quality service, we provide training and regular level checks for all Telephone Service Representatives (TSR). We thus strive to appropriately respond to customers' true needs.
Customer Feedback Sent to Contact Center
The Contact Center receives numerous comments and requests on online trading and Daiwa Securities' other products and services.
We share such customer feedback information and requests with management and relevant departments and sections of the head office and utilize them to enhance our services and customer interaction. (The number of major improvements implemented in FY2018 was 85.)
We also show some of the inquiries received from customers on our website as "frequently asked questions," while sharing them with sales branches in some cases to speed up our responses. We are thus working to raise customer satisfaction from various perspectives.
Customer Support Center Initiatives
Daiwa Securities' Customer Support Center is a department at the head office that handles customer feedback and complaints directly by phone. It is set up within the Compliance Department of Daiwa Securities.
The Center promptly gives feedback and complaints from customers to relevant sales branches and departments and sections of the head office. It also sorts and analyzes such feedback and complaints, shares them with officers, sales branches, and head office departments and sections, and capitalizes on them as precious information in the aim of "customer-first operations" and "pursuit of best quality."
To respond to customers' calls thoroughly, accurately, and promptly, Customer Support Center members study the securities tax code and Daiwa Securities' services together on a daily basis, and work to improve the quality of their customer services.
Calls received at the Customer Support Center in FY2018
- Number of calls received: 4,436 calls (down 554 calls)
- Inquiries: 81%
- Complaints: 19%