Originating from Japan, Omotenashi is becoming more and more popular, applied by many businesses around the world and Vietnam in their operations to bring customers the best quality of service.
Omotenashi – The highest standard of Japanese service
Arriving in Japan, visitors will be surprised to see taxi drivers proactively opening and closing doors, arranging customers' luggage in a polite manner; or the image of the service team carefully preparing to welcome customers as soon as they see them from afar; the deep nods and warm greetings of staff whether at convenience stores or high-class restaurants; the absolute cleanliness of public restrooms... All of these expressions that bring satisfaction beyond customers' expectations are called Omotenashi by the Japanese - the art of taking care of customers from the heart.
Omotenashi (おもてなし) is translated as “hospitality” in Japanese. The art of Omotenashi helps customers feel the hospitality and sincere respect from the business. Besides helping businesses develop sustainably over time, the art of Omotenashi with the philosophy of “only the heart can touch the heart” will not only serve beyond the expectations of customers, but also bring new values to the community.
What is the Omotenashi spirit?
The term Omotenashi refers to hospitality and treating customers with all sincerity. If we understand this concept, many people will think that: just being happy and serving customers wholeheartedly is Omotenashi. But that is not all. Let's look at the following customer behavior pyramid:
Level 1: Moral – Having morality
This level represents transparency in the products and services provided. All values that customers receive are exactly the same as the information that the supplier/business commits and promotes. Therefore, customers will not need to worry about behaviors such as fraud, deception, etc.
At the same time, the Moral level also shows equality for all customers. This means that the business will not discriminate against any customer. All customers are served and supported best throughout the entire process of purchasing and using goods.
Level 2: Manner – Behave politely
Respecting customers is a must for businesses. This is clearly demonstrated at the Manner level in Omotenashi. Every behavior and attitude towards customers must demonstrate respect and politeness. Depending on the customer, businesses have different customer care methods so that customers are always comfortable and satisfied with the quality of the business's services.
Level 3: Service – Professional service
Service – Professional service is the business activity that standardizes customer service behavior and conduct. Building a customer care process is necessary so that service staff can rely on it as a standard for their customer service activities.
Level 4: Hospitality
Always show care and consideration to customers according to standard procedures. Businesses need to prepare well before sales to be able to welcome customers in the best way. It is not just a simple exchange - buying and selling between buyers and sellers, businesses also bring customers closeness.
Level 5: Omotenashi
The highest level of Omotenashi is caring for customers with sincerity, without pretense. It goes beyond the prescribed standards and customer expectations. Every action comes from the “heart” of the seller with the desire to bring the best values to customers.
Outstanding successful case study on the art of Omotenashi
It is not an exaggeration to say that Omotenashi is the key to success of hundreds of years old businesses.
Toyota – success across borders
Officially established in August 1937, Toyota Corporation is a leading corporation in Japan, becoming the company with the highest listed price in Japan in 2014. Those successes come not only from products, services or modern technology but also from the Omotenashi spirit and Kaizen philosophy that Toyota Corporation has pursued since its inception.
Toyota has successfully applied the Omotenashi spirit and has been at the top of customer satisfaction for decades in a row. Toyota has even created an influence “across borders” when in Vietnam, there was a time when many people called their cars “Toyota”, partly thanks to their dedicated and sincere service.
Japan's largest retail group - AEON Mall
AEON Mall has applied the Omotenashi style very effectively in customer service. All AEON MALL staff are well-trained, professional, and ready to support customers wholeheartedly and sincerely. Therefore, when mentioning AEON Mall, people often mention the quality of service there.
Some highlights at AEON Mall in the art of Omotenashi customer care are worth mentioning: Experiencing service at AEON Mall, customers will be served "with all their heart" - all staff at AEON are always ready to welcome customers sincerely; in terms of product quality, AEON only sells products from partners if they meet 6 factors:
(1) Product quality meets standards;
(2) Business partners have full documents and are licensed to operate by competent authorities;
(3) Means of delivery and standard form of packing of goods according to regulations;
(4) Comply with Vietnamese regulations on potential sources of pollution;
(5) Products have clear origin;
(6) Suppliers must comply with Vietnamese regulations on the use of pesticides, veterinary drugs, antibiotics, food additives/food processing aids, etc.
The most successful pizza brand in Vietnam – Pizza 4P's
It can be said that Pizza 4P's is the most successful pizza restaurant chain in Vietnam with 24 different large and small stores. This is a brand founded by a Japanese couple.
Pizza 4P's takes the process of impressing customers very seriously. Through their eyes, gestures and attitudes, employees can influence customers' emotions and thoughts. Therefore, Pizza 4P's has trained and built a comprehensive team of employees. Special attention is paid to helping employees express sincere feelings and respectful attitudes towards customers.
In addition, Pizza 4P's always wants to listen to feedback from customers. The company regularly organizes surveys on the quality of its services and products. Activities are organized publicly on the company's official Fanpage, all feedback, reviews, and suggestions from customers are listened to by Pizza 4P's and changed in a positive direction.
What should Vietnamese businesses do to successfully apply the art of Omotenashi customer care?
According to experts, the art of Omotenashi customer service has three basic elements to recognize. That is perfection in preparing to serve customers; creating a good impression and sympathy; and gestures and actions from the heart. Vietnam has a community culture, compassion, promoting kindness and hospitality, which are favorable conditions and also a very good initial foundation for applying Omotenashi. Therefore, the application of this art in service and business culture in Vietnam must be done in a subtle and continuous manner if we want to achieve sustainable development and bring about real business efficiency.
To apply Omotenashi into action, business leaders must first understand and convey their message to employees. To do this, leaders must create a sense of pride by closely monitoring, continuously giving compliments, and actively encouraging employees. Pride is invisible, but will make employees more dedicated to their work. Employees are the important bridge, when they realize that "only heart can touch heart", they will serve beyond the expectations of customers and further bring value to the community.
Businesses in need of consultation on comprehensive customer care solutions, please contact:
Hotline: 1900 1739 – Email: contact@bell24vietnam.vn
