Episode #11: Omotenashi - Real Japanese Customer Service

I am sure you have you seen notices explaining that this store location is going to close while the building is being reconstructed and that it will reopen at a specified date in the future? Given the increasingly stringent earthquake code here in Tokyo after 2011, we are seeing many businesses opting to re-build their premises. One notice however has become much talked about locally amongst Japanese retailers. Toraya are a famous traditional Japanese sweets manufacturer and retailer. Mr. Mitsuhiro Kurokawa is the 17th generation of his family to lead the business and his “we are rebuilding” notice is considered outstanding, even in a country where omotenashi or customer first service is renowned.

Most such notices tell facts, supply relevant data and provide the obligatory greetings about serving us again when they reopen. Kurokawa san did all of that but much, much more. He put the current change in historical perspective, noting the business started in Kyoto in 1586 toward the end of the Muromachi (1338-1573) period, moved to Tokyo in 1869 and to this location in 1964. By doing this he is assuring us of their long traditions, longevity and capacity to change with the times when needed. He then started to tell some stories about the customers they have had at this shop on Aoyama Street in Akasaka, over the last 50 plus years.

He mentioned that every three days, a male customer visited the shop to enjoy oshiruko (bean paste sweet soup with grilled mocha or pounded rice). This is considered a bit unusual in Japan, because men don’t normally have such a sweet tooth, so this customer stood out from others.

Another customer, a kindergarten aged boy came with his mother to the shop every day and bought a bite sized yookan (sweet bean paste block). One day he came by himself to shop. The staff were worried about him and so they went out with him and found that the mother was secretly hiding and watching that he was okay.

A 100 year old lady regularly came by wheelchair to the shop. She later became hospitalised and her family came to buy namagashi (fresh Japanese sweets) and higashi (a dried sugar sweet), to take to the hospital for her. Even after she couldn't eat anything anymore, they found if they crushed the dried sugar sweet she could still enjoy it.

He mentioned that he couldn’t include all of the episodes they have shared over these 50 plus years with their customers, but he said he and the staff keep them, one by one, in their hearts forever.

Telling customer stories is powerful. Kurokawa san made the customers the centerpiece and their experiences come alive. He linked the customers to the products they enjoyed. Rather than just a cold statement of the facts, he crafted a statement of love for their customers. The feeling of the notice is that there is a special bond they feel with all of their customers and even though they won’t reopen on that site for another three years, they won’t have forgotten them and look forward to serving them forever.

What can we learn from this excellent customer focus? Are we communicating we feel a special bond with our customers? Often, corporate communications becomes machine like and wrapped up in what can sound like marketing department dross. Kurokawa san conveys a lot of heart felt feelings in this simple notice about the main store being rebuilt. Are we weaving enough customer stories into our communications? I don’t mean fake propaganda stories or plastic stories that politicians love to use these day, but real episodes that the reader can visualise in their mind’s eye? Even in a country like Japan, with such high levels of customer focus, Kurokawa san’s notice gets attention because of the sincerity of his message. He is regarded as really epitomising the spirit of a family running a retail business, that has served customers for 17 generations.

We may not be the 17th generation in our business, but we can bring more heart into the service we provide our customers. We can start right now with the service we provide and how we communicate that service. What does your current customer communication say about you? Can it be improved?

Action Steps

1. Are we really thinking about creating an emotional connection with our clients
2. Are we telling enough happy client stories in our communications
3. Are we fully aware of the content of all the touch points we have with our buyers
4. Are we serving from the heart or just the head
5. Are we instilling the right frame of reference into our staff, regarding how to properly serve the client.

Engaged employees are self-motivated. The self-motivated are inspired. Inspired staff grow your business but are you inspiring them? We teach leaders and organisations how to inspire their people. Want to know how we do that? Contact me at greg.story@dalecarnegie.com

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About The Author

Dr. Greg Story: President, Dale Carnegie Training Japan

In the course of his career Dr. Greg Story has moved from the academic world, to consulting, investments, trade representation, international diplomacy, retail banking and people development. Growing up in Brisbane, Australia he never imagined he would have a Ph.D. in Japanese decision-making and become a 30 year veteran of Japan.

A committed lifelong learner, through his published articles in the American, British and European Chamber journals, his videos and podcast “THE Leadership Japan Series”, he is a thought leader in the four critical areas for business people: leadership, communication, sales and presentations. Dr. Story is a popular keynote speaker, executive coach and trainer.

Since 1971, he has been a disciple of traditional Shitoryu Karate and is currently a 6th Dan. Bunbu Ryodo (文武両道-both pen & sword) is his mantra and he applies martial art philosophies and strategies to business.