ASIA version of customer experience around a Japanese concept called ‘ omotenashi ’, which translates directly into English as ‘ hospitality ’.
“ In Japan , the word for ‘ customer ’ and ‘ guest ’ are the same ,” says Edgerton . “ The assumption with omotenashi is that you know your customer so well that you ’ re able to fulfil their needs without them asking . There is no difference between you and your customer .”
No longer needing to compete on price or product specifications , BNP Paribas Cardif concentrates on competing with this omotenashi concept , which is long-running and ever-evolving . Taking the time and effort to create strong relationships ensures a unique level of loyalty .
Kennelly is keen to point out that the audience any business needs to get on board first is its employees , long before customer partnerships can be forged , and that the unique way in which Japanese people work as a team is invaluable .
“ The expectation is that the senior individual at the top of the organisation provides a safety net if things go south , but there ’ s also an understanding of a level of support from the collective ,” he states . “ That ’ s what generates the belief , the trust , and the commitment . If anything goes wrong , the team will try to solve it with transparent communication and try to make decisions based on data .”
“ The characteristic I ’ m looking for in new employees the most nowadays is curiosity ,” Edgerton adds . “ Employees that are willing to ask questions : ‘ why is the customer happy or unhappy ? Why are we doing it this way ? Why are we not doing it another way ?’ In the same way , we do not want suppliers but partners that are willing to learn and grow together with us . It ’ s that curiosity combined with technology that ’ s really going to take us forward . “ For the companies adapting to technology change , the ones that will be successful are the ones keeping their core beliefs and focus on the customer , and use technology to benefit them . Otherwise you either rush to get the technology in place to survive , or get wiped out .
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