What is Omotenashi? The art of effective customer care

Omotenashi is the popular Japanese art of customer care. In the article below, 1C Vietnam will help businesses answer the question of what Omotenashi is as well as learn more about the benefits that this art of customer care brings. Don't miss this content!

1. What is Omotenashi? Origin of Omotenashi

Omotenashi is the art of welcoming and serving customers with all your heart. In Japanese culture, there are five levels of customer care: Moral - Manner - Service - Hospitality - Omotenashi. Among them, Omotenashi is the highest level.

"Motenashi" includes four elements: reception (how to treat customers), hospitality (what to bring to customers), attitude (how to treat people), and handling (dealing with all situation). By adding "O" to the beginning, Omotenashi demonstrates the most polite, dedicated and sincere customer service.

Omotenashi originated from tea parties. A tea ceremony can take a year to prepare, with meticulous attention to detail ensuring maximum comfort for guests. From choosing the tea set, decorative flowers, to the arrangement method, everything is based on the guest's preferences. Guests will feel the host's dedication and respond with respect, creating a harmonious and mutually respectful environment. This is the spirit of Omotenashi - the Japanese culture of serving with the heart.

2. 5 levels of Omotenashi philosophy

The Japanese classify customer care service into 5 levels: Moral (Ethics), Manner (Polite Behavior), Service (Professional Service), Hospitality (Hospitality) and Omotenashi, with Omotenashi being the level tallest. Below are details of each level.

2.1 Level 1: Moral – Moral

This level ensures transparency in providing products and services. Moral affirms that the value customers receive is consistent with the commitment and promotional image of the business, eliminating issues of fraud or deception in business. Moral also demonstrates equality, non-discrimination, all customers are given the best service.

For example, company A that sells cosmetics commits to genuine products, transparent information and allows customers to check the goods before paying. If the product is not as promised, the company will refund 200%.

2.2 Level 2: Manner – Polite

The Manner level shows that businesses need to respect customers, all behavior and attitudes need to be polite with appropriate care methods to ensure comfort and satisfaction.

For example, at a fashion store, security guards greet and guide customers; The salesperson opens the door, bows and politely invites customers to look at the items.

2.3 Level 3: Service – Professional service

Service – Professional service, which means standardizing the behavior and behavior of all employees towards customers. Building a customer care process is necessary so that employees have standards to follow as well as building a unified business image in the eyes of customers.

For example: When a customer leaves personal information at ABC company, the process will be as follows:

• Phone number forwarded to sales department.
• Assign a sales person to call customers.
• If the customer does not answer the phone, call back at another time or send SMS.
• Sales staff advise and support customers politely.

2.4 Level 4: Hospitality – Hospitality

Always showing care and thoughtfulness is indispensable in the customer care process. Businesses need to prepare a detailed and professional sales process to welcome customers in the most dedicated way. This is not only reflected in sales transactions, but also in how businesses build stronger relationships with customers.

Hospitality is clearly shown in the following specific situation: At a coffee shop, when the customer has chosen a seat, the waiter will politely approach and suggest a cup of tea or water. Immediately after that, the staff will present the drink menu. During the process of customers choosing food, staff will advise and introduce the restaurant's drink menu in a smart and friendly way so that customers can choose drinks that reflect their preferences.

2.5 Level 5: Omotenashi

The Omotenashi philosophy is at the highest level, demonstrating customer care with sincerity and dedication. Omotenashi goes beyond the usual standards and expectations from customers. Every action is done with sincerity, wanting to bring the best value to customers.

To better understand Omotenashi, businesses can refer to the example below: Customer A books 3 tables at restaurant H. When confirming customer A's reservation information, restaurant H recognizes that day as his birthday. Guest A's birthday. Therefore, restaurant H arranged a special space for guest A. At the same time, the restaurant coordinated staff to organize a surprise birthday party with cake and fresh flowers. Customers also receive a 20% discount coupon for the total bill.

3. How to effectively deploy Omotenashi in businesses

After understanding what Omotenashi means, businesses can proceed to implement Omotenashi training in the following 5 steps:

3.1 Change employee perception

In this case, awareness refers to the ability to recognize, understand, and be conscious of what Omotenashi is . Businesses need to review and reevaluate the quality of services they are providing to adjust or change to suit Omotenashi. The process of cognitive adjustment needs to be done synchronously with two main groups:

• Board of Directors: Are the leaders in the organization. The effectiveness of cognitive adjustment depends mainly on this group, as they play an important role in influencing employee perceptions.
• Employees: Are the people who perform daily work. For this group, a proper understanding of Omotenashi and its application in daily work is very important.

To ensure success, management's perception needs to be correct and detailed from the start, and it is necessary to ensure that their perception and that of their employees are consistent. Only when this consistency is achieved can the transition from perception to action be successful.

3.2 Improve service delivery skills

Customer service staff not only need to have professional knowledge about products but also need to have many different skills such as communication, understanding customer psychology, handling situations and persuasion. Depending on each specific case, sales staff must be flexible to solve customer problems effectively as well as ensure strict compliance with business regulations.

Below is a specific situation: Employee A must clearly understand phone lines to advise customer B. Besides, use smart questions to grasp needs and recommend suitable products. . This process requires employees to use their skills skillfully to make customers feel most comfortable!

3.3 Equipped with operating skills

Work operations skills are the ability to manage and perform work effectively, while creating positive connections and interactions with colleagues. In Omotenashi, this skill includes time management, teamwork, and problem solving.

For example, salesperson A needs to arrange work in advance to go out to meet customer C on the weekend. Then the tasks that need to be completed include preparing documents, announcing absence, finding a replacement (if necessary), and preparing necessary information.

3.4 Increase the ability to observe and understand customers

Comprehensive and detailed customer care skills require understanding the unique characteristics of each customer. This facilitates service personalization, a goal every business strives for. These skills of salespeople are developed from experience, knowledge and training.

3.5 Forming corporate culture

To succeed in applying the art of Omotenashi customer care, businesses need to integrate Omotenashi into organizational culture. Each employee must understand and implement this common goal. This requires leadership to clearly understand the role of each employee and propose appropriate goals. Then deploy Omotenashi training activities for personnel to change awareness and improve team capacity.

To make Omotenashi a part of corporate culture, it can be done in the following simple ways:

• Organize related competitions, find out what Omotenashi is.
• Evaluate the capacity of personnel when applying Omotenashi.
• Establish a separate reward and compensation policy for employees who perform Omotenashi well.

4. Benefits of Omotenashi for businesses

Understanding what Omotenashi is , businesses can easily see the benefits that this model brings. Below are detailed suggestions:

• Make an impression on customers: By taking dedicated care, businesses can easily make a positive impression right from the first meeting, increasing the effectiveness of attracting new customers and building trust and brand reputation.
• Developing human resources: Training and developing synchronous skills for employees helps improve labor quality and promote business activities.
• Create competitive advantage: Omotenashi helps businesses create competitive advantages in price and product quality compared to competitors.
• Enhance product and service value: Omotenashi increases customer value and satisfaction through a positive shopping experience.
• Increase customer retention rate: By creating a good, customer-caring experience, businesses can retain current customers and attract new customers.
• Building corporate culture: Omotenashi is not only the art of customer care but also a part of corporate culture, promoting compliance and serious implementation from all employees.

5. Elements that create Omotenashi culture

When implementing the art of Omotenashi customer care in businesses, the following three important factors cannot be ignored:

5.1 Prepare the most perfect service for customers

To bring the best experience to customers, businesses need to clearly understand their wants and needs. This requires the ability to observe, research and analyze details. Based on the results, businesses will make necessary preparations such as personnel training, product and service preparation, service environment design and backup plans.

5.2 All gestures come from the heart

In Omotenashi art, every action is sincere from the heart of the server. This helps increase understanding between businesses and customers, as well as leave an impression in their minds. Sincere advice can deliver superior services beyond expectations, influencing purchasing decisions as well as long-term relationships between customers and businesses.

5.3 Always create sympathy with customers

Creating a positive impression with customers not only helps build strong relationships but also opens up favorable conditions for sales transactions. Here are some simple but highly effective ways to make a good impression on customers:

• Give a friendly smile.
• Choose neat and polite clothes.
• Show confidence and calmness.
• Welcome customers with a nice first greeting.
• Adjust your gait to show professionalism.
• Communicate confidently through eye contact.
• Shake hands firmly and firmly when greeting.
• Actively lead the conversation.
• Demonstrate a sincere and caring attitude toward customers.

6. Businesses successfully apply the Omotenashi philosophy

Omotenashi is not only a key to success but also a characteristic of famous businesses such as:

• Toyota: Toyota is not only famous for its products and technology but also for its Omotenashi spirit. The group has achieved global influence, thanks in part to its dedicated and sincere service.
• AEON MALL: AEON MALL effectively applies Omotenashi culture with a team of professional staff and always ready to support customers. Customers who experience the service at AEON Mall receive a sincere welcome and the warmest attitude.
• Pizza 4P's: Pizza 4P's attaches great importance to making an impression on customers through the smallest details such as good store layout and food serving time. They always listen to feedback from customers and regularly make changes to improve service and product quality.

The above article has helped businesses answer the question of what Omotenashi is as well as know how to apply it in practice. In modern business, applying Omotenashi is not only a strategy but also a philosophy, helping to create a unique and effective customer care environment. To succeed with Omotenashi, businesses can seek support from comprehensive business management software such as 1C:Company Management. The software possesses countless useful features, including the customer management module. With 1C:Company Management, businesses can record information and group customers, and set up sales plans and work with each customer appropriately. Contact 1C Vietnam immediately if you need further advice about the 1C:Company Management solution.