デジタルカメラメーカーの顧客対応

抄録

A camera is only a tool for taking photographs. One cannot take a desired photograph just by buying a high-performance model and pressing the shutter. The relationship between the manufacturer and the customer does not end with the completion of the purchase of the product. If it is a high-end model to be used for a long time, then the relationship between the two becomes closer after the purchase is completed.

Photography enthusiasts are interested in how to skillfully use, enjoy, and consume the products. Manufacturers should strive to comply with their wishes. Such customer-centric development of business is necessary. The digital camera market is shrinking rapidly due to the spread of smartphones. The market structure has changed significantly.

Under these circumstances, manufacturers need not only to build competitiveness based on the aspects of production, technology, and distribution, but also to strengthen the relationship with customers. They have implemented four measures to that end. These are, 1） establishment and operation of manufacturers’ favorite user clubs, 2） activities to build relationships with customers, 3） manufacturer’s mécénat activities, and 4） support system for professional photographers.

Utilizing these measures, they have acquired new customers, engaged with existing customers, and stimulated replacement demand. They grasped customer needs, developed new technologies and products, and provided information to customers. Members could easily connect with each other, clubs and communities centered on photography. These produced synergies improving customer loyalty. Consequently, the relationship with customers was further strengthened, leading to increase in corporate profits.

Competition among companies is becoming more and more severe in many industrial fields in Japan. In such a corporate environment, all industries need to demonstrate competitiveness in terms of customer service.