Customer Satisfaction - Mazda

a CSR Customer Satisfaction
III. Cultivating Human Resources Capable of Thinking and Acting
What to Do for the Happiness of Customers
e All Mazda QC Circle Competition
To encourage every employee to think and act what to do to please customers, Group-wide
efforts are made to promote sharing of guidelines, cultivate customer-oriented corporate
culture/mind, and implement small-group activities.
Mazda launched its first QC (Quality Control) circle activities in 1962 as quality improvement
measures, and in 1978 the Company broadened these initiatives as “Mazda Quality Activities”
to encompass the quality of all products and services as well as business processes throughout
the Company. At present, the following activities are continuously promoted mainly by the
Mazda Motor Corporation.
Quality Education and Quality Awareness-Raising Activities (Mazda Motor Corporation)
A message from the president is transmitted company-wide during Quality Month (November),
and quarterly quality meetings are held in each workplace. The FY March 2012 theme was “What
can we do for the happiness of customers”
All Mazda QC Circle Competition
Some selected excellent small-group activities are presented once a year. In FY March 2012,
members of Mazda Auto Alliance (Thailand) were invited to the competition held at the Head
Office (Hiroshima). e f
Global-scale competitions inviting overseas partners are planned to be held in the future.
Company-Wide Quality Control Education
To improve the necessary skills for quality assurance and abilities in finding/solving problems,
company-wide quality control education courses are offered for various ability levels and
employee’s management layers. g
f AAT small-group activity
IV. Results of Quality Improvement Initiatives
Mazda’s quality improvement efforts have received high praise worldwide.
FY March 2012 Results
Model/Brand Country Name of Ecto-Index Category Ranking Organizer
Mazda
MX-5
(Roadster)
Mazda2
(Demio)
Mazda3
(Axela)
Mazda6
(Atenza)
Germany
Vehicle Ownership Satisfaction
Nameplate 3rd J.D. Power and Associates
Study (VOSS) *1
US Automaker Report Cards Brand 2nd Consumer Reports
US Initial Quality Study (IQS) *2 Compact sporty car segment Highest J.D. Power and Associates
Indonesia Initial Quality Study (IQS) *4 Premium compact car
segment
US
Germany
Germany
Automotive Performance,
Execution and Layout (APEAL) *3
Study
Highest J.D. Power and Associates
Sub-compact car segment 2nd J.D. Power and Associates
Vehicle Ownership Satisfaction
Small car segment Highest J.D. Power and Associates
Study (VOSS) *1
Vehicle Ownership Satisfaction
Lower medium car segment Highest J.D. Power and Associates
Study (VOSS) *1
China Initial Quality Study (IQS) *5 Upper premium mid-size
segment
Highest J.D. Power and Associates
g FY March 2012 Company-Wide Quality Control
Education Courses
1
2
3
4
5
6
7
Course
Quality program for
freshmen
Problem-solving story
course
Problem-solving
leadership
development course
Problem-solving
expert development
course
Objective
To understand the basic concepts
(customer-oriented attitudes,
continuous improvement efforts)
necessary to do their assigned jobs
To understand the concept, processes
and basic techniques of problemsolving
To understand the concept, processes
and basic techniques of problemsolving,
and apply them to daily
operations, so as to obtain practical
quality improvement abilities
To understand the concept, processes
and specialized techniques of problemsolving,
and apply them to daily
operations, so as to obtain practical
quality improvement abilities
Instructor training
program for companywide
quality control wide quality control education
To develop instructors for company-
education
Practical specialist
guidance meeting
(Applied quality
engineering)
Quality improvement
seminar for managers
Here, trainees work on technology
development using quality engineering
approaches. Advice is provided by
trainers in line with the progress of
projects.
To understand the concept necessary
for managers to continuously improve
the quality of team operations
*1 J.D Power and Associates 2011 Germany Vehicle Ownership
Satisfaction Study SM (VOSS) is based on responses from more than
17,150 car owners after an average of two years of ownership. The
study was fielded from January to March 2011.
*2 J.D Power and Associates 2011 U.S Initial Quality Study SM (IQS) is
based on responses from more than 73,000 purchasers and lessees of
new vehicles. The 2011 study was fielded February-May.
*3 J.D. Power and Associates 2011 Automotive Performance, Execution
and Layout (APEAL) Study SM is based on responses from more than
73,000 purchasers and lessees of new vehicles. The 2011 study was
fielded February-May.
*4 J. D. Power Asia Pacific 2011 Indonesia Initial Quality Study SM (IQS) is
based on responses from 2,890 purchasers of new vehicles. The 2011
study was fielded May-October.
*5 J.S. Power Asia Pacific 2011 China Initial Quality Study SM (IQS) is based
on responses from 17,675 purchasers of new vehicles. The 2011 study
was fielded April-August.
103
Sustainability Report 2012