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Sustainability > Key Activities 2012 > Quality and Customer Satisfaction: Quality Assurance in Emerging Countries

Quality and Customer Satisfaction: Quality Assurance in Emerging Countries Striving to Achieve the Level of Quality Sought by Global Customers

Raising the Bar at Dealers and Authorized Service Providers

India is a key country in expanding Daikin's overseas business, but its air conditioner market is very different from Japan's. To meet the particular needs of customers in this market, Daikin is holding service training programs at its bases and at its dealers and authorized service providers in India in an effort to raise the quality of service offered to customers.

Background

India: Key Market with Hidden Potential

Under our Fusion 15 strategic management plan, we aim to gain full entry into emerging countries and volume-zone markets. One of these is the booming economy of India, where there is a rapidly growing population of potentially free-spending middle-income earners in large cities, where demand continues to grow for consumer durables like air conditioners. Established in 2000, Daikin Airconditioning India Pvt. Ltd. is Daikin's manufacturing and sales base in India. The company's fiscal 2012 sales grew by an astounding 5.3 times between fiscal 2009 and 2012.

Nonetheless, only 36.8% of households in the five largest cities have air conditioners, and nationwide the figure is just 2.7%. Despite being a country with temperatures that can reach almost 50°C, India still has very few homes with air conditioners and is regarded as a market with great hidden potential.

Indian Population by Income Level (Forecast)

With less-than-ideal infrastructure such as electricity and transportation, India is a tough place for air conditionersto operate.With less-than-ideal infrastructure such as electricity and transportation, India is a tough place for air conditioners to operate.

Dealing with India's Extreme Air Conditioner Environment

India's air conditioner market is very different from Japan's and requires products and services that meet local conditions and needs of locals. Air conditioners operate under extreme conditions in India. Infrastructure such as electricity and transportation is poor, power outages and voltage fluctuations occur frequently, and heat exchangers get clogged with dust.

Daikin Airconditioning India Pvt. Ltd. sells stabilizers to handle voltage fluctuations, and call centers take customer inquiries on repairs and other matters. The Company's after-sales service system is rounded out by 11 service centers.

Training is open to service engineers from dealers and authorized service providers.Training is open to service engineers from dealers and authorized service providers.

Surveying Customer Needs and Training Employees to Raise Service Quality

We have been conducting customer satisfaction surveys to determine what kind of after-sales service customers want. Surveys have revealed what they want most are skilled service engineers and quick access to repair help.

To respond to this need for prompt and careful maintenance, we concentrate on training service engineers. Our training program is led by three full-time managers. Service engineers can receive training at the Neemrana Plant or at service centers to learn the basics of air conditioners and inverters; the skills needed to carry out periodic inspections and troubleshooting; and the correct approach for handling customers.

Air conditioners must be installed properly if customers are to enjoy air conditioning to its fullest. Currently about 60% of breakdowns are due to faulty installation. That's why we are working to improve installation quality through training that boosts installation skills.

In many cases, residential air conditioner installation is carried out by local dealers or authorized service providers. To ensure that customers get professional installation from pleasant personnel, our training and skills workshops are open to service engineers from not only Daikin but from its dealers and authorized service providers as well.

We will continue to provide service geared to local needs so that we can expand business in India by being the type of air conditioner manufacturer that customers expect.

Results of Customer Satisfaction Surveys, Fiscal 2012 Service Training Participants

What Stakeholders Are Saying

Proper Maintenance Gives Customers a Good Feeling toward Daikin

Three years ago, we had a VRV system installed and signed a yearly maintenance contract. Since the 26 outdoor units and 128 indoor units were installed, Daikin has been continuously conducting thorough maintenance of these, and we are pleased with the way the service engineers treat us.

Daikin engineers appeared to be extremely skilled at their jobs. I am expecting the engineers from the dealer carrying out periodic inspections to be just as skilled.

Ashishi Mathur
Chief Engineer, Optus Sarovar Premier

Ashishi Mathur Chief Engineer, Optus Sarovar Premier

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