Customer-centric Mindset Workshop –Toyobo (Thailand) Co., Ltd.
Due to increasing competition, it is essential to focus not only on delivering high-quality products that meet consumer needs, but also on providing excellent service to create a positive impression of the product and organization.
Toyobo (Thailand) Co., Ltd. is a trading company found under Toyobo Group Companies with over 70 years of history. The company specializes in Engineering Plastics, Polyester Staple Fibers, Films, Environment and Functional Fibers, as well as Hitachi household pumps. They have consistently entrusted us with organizing their annual training. This year’s workshop, “Customer-Centric Mindset”, is designed to help employees develop a deep understanding of both internal and external customer perspectives. This will enable them to improve products and services while promoting the creation of impressive customer experiences. This year’s topic aligns with the principle of “Customer Satisfaction”, one of the promises from Toyobo (Thailand)’s “Toyobo Spirit”. This commitment is part of building a corporate culture based on the ‘PVVs Project 2019’ [Principle, Vision, Value] philosophy of the Toyobo Group, Japan, which has been in use since August 30th, 2019. Asian Identity has supported this by providing language translation and adjustments to ensure the content is easy to understand and suitable for Thai employees, while still maintaining the original core meaning and value (Read more). In this workshop, participants at all levels will review the Toyobo Spirit to ensure that employees embody this commitment in their behavior and actions, ultimately reflecting in the quality of work delivered to customers. Most importantly, this will also help strengthen the organization in the future.
The Customer-Centric Mindset Workshop was divided into three batches: two for staff level on May 27th and 28th and one for manager level on May 30th, with the content specifically tailored to match the level of participants in each batch.
The first topic of the workshop focused on the core of communication: HO-REN-SO, a Japanese theory on effective communication and work practices. We began with the ‘Map Game,’ where participants had to communicate to exchange information and find connections in order to complete the mission. This activity encouraged reflection on team communication flow and individual communication styles. We then progressed to a Case Study, simulating the issue of insufficient and ineffective communication within an organization. This exercise enabled participants to brainstorm, discuss, question, and develop solutions together.
Once the participants were aware of team communication dynamics, we proceeded to focus on client communication using the concept of ‘O-MO-TE-NA-SHI,’ a theory focused on creating positive customer impressions by paying attention to behaviors and emotions.
Our facilitators prepared exercises based on common customer requests and complaints from both internal and external customers, allowing participants to discuss and develop solutions. The key learning from this topic is that a direct solution to every customer request may not always align with their true needs. Therefore, we should dig deeper into the hidden aspects of the problem and consider all relevant stakeholders involved.
Following that, we moved on to the topic of ‘Audience-Centric Communication,’ which allowed participants to practice presentation and conclusion skills through role-playing activity where they took the role of a subordinate proposing something to their superiors within a limited timeframe. From this activity, participants practiced organizing ideas and prioritizing information before communicating, taking into account the audience’s perspective and what information they would need the most in each context.
Throughout today’s activities, it appears that the participants had a great time and enjoyed the workshop while also constantly reflecting on themselves and their team members. Ultimately, they gained greater confidence in sharing their opinions and learning from one another.
After the workshop ended, we received various comments from participants as follows:
Comments from Staff-level batch
From now on, I will always report, follow up and share information with my team and superior so that everyone can be on the same page about our current work situation and find the best way of working together harmoniously.
I realized that communication is much harder than I once thought. I will practice listening skills and convey messages more carefully to prevent miscommunication within the team and with clients.
I will apply the concept of Hidden Needs/Problems to better understand clients’ requirements and provide them with better service.
Comments from Manager-level batch
“I think this is a great opportunity to meet and share ideas with my Thai colleagues. Even though there is a language barrier in our conversations and ways of thinking, it has helped me understand the Thai members better.”
“I learned that ‘mutual understanding’ is a crucial aspect of Ho-Ren-So. It is also important to organize information clearly before sharing it with the team.”
I realized that simply talking and communicating can lead to misunderstandings. It is important to recheck information and listen carefully as it is shared to ensure we are on the same page.
After the completion of this workshop, Asian Identity followed up by reporting and listening to the results from the client. Most of the participants were very interested in the Ho-Ren-So principle, but it may take time in order to practically adapt it to work more naturally. Nonetheless, this marks a remarkable change. Additionally, Asian Identity is planning future workshops with Toyobo (Thailand) Co., Ltd., focusing more intensively on other aspects of the Toyobo Spirit for employees. This aims not only to deepen employees’ understanding of these principles, but also to empower them to integrate these practices effectively into their daily work, thereby driving meaningful improvements in performance and organizational culture.