資生堂における顧客価値の創造

抄録

Since 1988, Shiseido Customer Center has been serving as a pipeline between our customers and our company, promoting activities as the spokesperson for our customers, and making good use of the information provided by the customers within the organization. In 1996, we have implemented the Voice Net C, a customer information system, and began a full-scale companywide utilization of information. However, determining that a structure for utilization of information that includes organizational innovation was necessary, we began our endeavor to expand the functions of the Customer Center in 1999. In recent years, we have been working to make the structure take root, and challenging for a new innovation. We would like to introduce a case where our show room and the Web were linked in an effort to grasp not only the apparent but also potential needs of our customers so that the needs could be reflected on our products and services.