Through the manufacture of electronic components, its core business, TDK wants to continue responding to the expectations of customers. Therefore, it has positioned quality as an important management axis in manufacturing.
TDK believes that building the number-one product quality and continuing to supply customer-satisfying products through management that places top priority on quality is its contribution to society and its mission.
TDK conducts the following important measures to achieve its quality targets.
To achieve zero defects requires a change of attitude toward quality. Besides instilling in employees TDK's basic philosophy and policy, we develop new quality activities to transform perceptions of quality.
In FY 2012, to determine how employees felt about quality and their degree of motivation, TDK conducted a survey on attitudes toward quality among Japan-based employees in the TDK Group. The results revealed a high degree of awareness of quality; it also uncovered issues that needed to be dealt with in order to achieve quality targets. The results of the survey were shared via our internal newsletter and other media. We will continue aiming to raise awareness of quality throughout the company in order to supply even better quality products.
Designs are screened for early detection of risks and problems hidden in new products and new technologies. TDK's system uses testing technologies built into processes from the design stage to ensure quality that results in better designs and better processes. This type of quality assurance makes it possible for TDK to supply new products of even higher quality than those they replace.
Directed at supplying highly reliable products, TDK has established numerous product evaluation technologies such as fine-structure observation technology, ultra-high-precision analysis technology, and nondestructive product evaluation technology. By using these technologies and developing new ones, TDK aims to create leading next-generation products.
TDK promotes quality improvements in the areas of personnel, technologies, and systems through continuous improvement activities. We apply original IT solutions to ensure that quality data is made visible and can be communicated in a timely fashion, ensuring stable quality in all products that we supply.
To reach the goal of zero defects, purchased parts must have zero defects, as well. TDK uses a three-pronged strategy to ensure quality when purchasing parts. First, TDK builds solid relationships both within the TDK Group and with outside suppliers; second, we are strengthening quality improvement activities for parts purchased globally and third, we use IT solutions to make data related to the quality of purchased parts visible. All of these steps lead to the elimination of latent defects and to higher quality.
TDK supplies electronic components as a flagship product line not only to electronic device set manufacturers directly linked to end consumers, but also to electronic assembly manufacturers and component manufacturers. In doing so, TDK makes every effort to ensure customer satisfaction (CS), through the three avenues as follows, and strives to achieve general satisfaction, encompassing quality, cost, delivery, environmental efforts and services, in order to become the company of choice for potential customers.
TDK obtains the results of supplier evaluations as completed by its customers. The evaluation ranks the different levels of customer satisfaction, with an "A" indicating that the customer is fully satisfied. TDK keeps track of changes in the percentage regarding the A rank, and passes this information to the relevant division responsible to improve CS.
TDK maintains a database of product-related complaints filed by customers both in Japan and overseas. Information is sent online to the involved departments without delay, so that swift action can be taken to improve CS.
In addition, this system is designed to automatically send significant complaints to top management.
In order to become the supplier of choice for our customers, our sales staff members make sure that they understand the needs of our customers. TDK makes every effort to improve CS by quickly understanding the details of customer complaints, and providing feedback to the relevant divisions so that they may take necessary remedial action.
I work with a major Japanese mobile phone maker. We don't receive any kind of specific customer satisfaction evaluations, so I have to be well attuned to what the customer is really saying.
Whenever a quality issue arises I try to figure out what kind of action to take and then take it as quickly as possible. But no matter what the situation I always try to see things from the customer's perspective. I also follow up with the customer to make sure that when I file a defect report it reads clearly in terms of cause, reason for the oversight, and measures taken.
Also, I try my best to help create the conditions for making and supplying better products to customers. That involves setting up times periodically in which I can give the latest presentation on a product by working together with others in sales, sales promotion, and engineering, and with people on the customer side.
Regarding environmental action, we received a "superlative" rating from our customer on their environmental survey, and were given a certificate for each department.
To improve customer satisfaction I feel it is essential to do the little things every day related to sales and to communicate well both inside and outside the company. I aim to never forget the customer's perspective in handling day-to-day matters, and by so doing create Win-Win situations for both TDK and our customers.
