How to Know if You Need Customer Care for Your Japanese Market Entry

How would you handle customer complaints or inquiries in a new market like Japan? Japan’s unique consumer expectations make it crucial to provide responsive, culturally-aware customer service. In this article, we’ll help you identify when it’s time to set up customer care and guide you through building a support structure that meets Japan’s high standards.

What Makes Japanese Customer Service Unique?

Customer service in Japan is deeply rooted in the values of respect, politeness, and attention to detail. The concept of Omotenashi—a spirit of hospitality that goes beyond service to anticipate and fulfill customer needs—guides interactions at every touchpoint.
Here are some key aspects that make Japanese customer service stand out:

• High Respect for Customer Needs: Customer service in Japan is highly regarded. Japanese consumers expect exceptional service as the baseline. Businesses need to go above and beyond, anticipating needs rather than just reacting to them.
• Emphasis on Personalization: Japanese consumers expect a personal touch. Tailor your customer care interactions and make customers feel they are valued.
• Politeness and Attentiveness: Use formal language (keigo) and avoid casual language to ensure customers feel respected. This is crucial in Japan’s high-context communication culture.
• Desire for “Human Touch” in Service: Japanese customers value courteous and personable interactions. A respectful and friendly attitude can significantly enhance their perception of your service.
• Quick, Detailed Responses in Multiple Formats: Japanese customers expect quick and detailed responses across a variety of communication channels—email, phone, and chat. Many domestic companies like Nitori offer multiple and convenient ways for customers to reach out.

Customer Service Readiness Checklist for Entering the Japanese Market  

Before you expand into Japan, ensure your business is equipped to meet such local customer care expectations:

• Does Your Team Speak Japanese? Ensure you have fluent Japanese-speaking staff or reliable translation services to bridge any communication gaps.
  
• Are You Equipped to Handle Japanese-Specific Customer Expectations? Japanese customers expect prompt, courteous service and a deep understanding of local etiquette, especially when handling complaints and refunds.
  
• Do You Have a Clear Returns/Exchanges Policy? Japan’s market expects transparency and clear guidelines around returns and exchanges, even though they are stricter than in many other markets.
  
• Are Your Customer Service Channels Optimized for Japanese Consumers? Ensure you’re offering the preferred support methods, including chat, email, and phone, with fast response times.
  
• Are Your Business Hours Aligned with Japanese Time Zones? Providing support during Japan’s business hours is crucial—timeliness is highly valued.
  
• Have You Trained Your Staff on Japanese Customer Care Expectations? Provide cultural training for your staff to ensure they understand the proper way to interact with Japanese consumers.
  
• Have You Considered Automation? Automating some processes like FAQs or order tracking can streamline your support, but always ensure that automation doesn’t replace the human touch.
  

Learn from the Top eCommerce Platforms in Japan

To succeed in Japan’s competitive eCommerce market, providing exceptional customer service is crucial. Let’s learn from Japan’s top eCommerce players, Rakuten and Amazon, and how they handle customer service to set the standard for exceptional customer experiences. By adopting their best practices, you can ensure your customer care system is optimized for success in the competitive Japanese market. Here’s how Rakuten and Amazon approach customer service and what you can implement to enhance your own customer support.

Provide Support in Japanese:
Respond to customer inquiries and feedback promptly, ideally in Japanese, as this helps build trust and improve customer satisfaction. Japanese consumers expect communication in their native language, which fosters stronger relationships and reduces the likelihood of misunderstandings.

Timely Responses:
Both Rakuten and Amazon Japan stress the importance of responding quickly to customer inquiries. Always reply within 24 hours to maintain a positive reputation. Rakuten specifically recommends responding within 3 business days, or you risk facing penalties on their platform.

Clear Communication:
Transparency is key. Be clear about shipping costs, delivery times, and return policies to manage customer expectations. This helps avoid confusion and dissatisfaction, ultimately improving customer loyalty.

Encourage Reviews:
Encourage satisfied customers to leave positive reviews and address any concerns swiftly to boost your credibility. Both Amazon Japan and Rakuten suggest responding to low-rated reviews and contacting customers directly to rebuild trust if necessary.

Localize Listings:
Ensure that your product descriptions and images are culturally appropriate and resonate with Japanese shoppers. Both platforms recommend a thoughtful approach to localization to better appeal to the local market.

Optimize Logistics:
Use reliable shipping partners, and consider services like Amazon FBA for faster, more reliable delivery and customer support. Fast, efficient shipping is crucial for maintaining high levels of customer satisfaction in Japan.

Record Keeping:
If you experience any customer service issues, it’s recommended to keep records of communication and handling process, and to share and create manuals within the company.

Continuous Improvement: Regularly monitor feedback and performance metrics, adapting your approach based on customer input and market trends. Both platforms highlight the need for ongoing refinement of customer service practices to stay competitive.

If you plan to sell on Japan’s top eCommerce platforms, both Rakuten and Amazon Japan provide dedicated support for sellers, but it’s important to note that their support is primarily in Japanese. Rakuten offers year-round assistance through a call center, email, and chat, covering a wide range of topics like using the RMS (Rakuten Merchant System) and store operations. Similarly, Amazon Japan’s Seller Central provides support via email, chat, and phone. While most support is in Japanese, some international sellers report limited English support, especially for technical issues or account suspensions. 

Signs That You Need Customer Care Support

As your eCommerce business grows in Japan, the need for structured customer care might become apparent. To succeed in the Japanese market and ensure long-term growth, investing in a robust customer care system is crucial. Japanese consumers have high expectations for service and quick responses, and a structured system can help you meet these needs. Here’s how to know it’s time to implement structured customer service support:

• When Expanding Across Multiple Platforms: Selling on multiple platforms like Rakuten, Amazon, and your website means you need a robust customer care system to manage inquiries efficiently.
  
• When Customer Queries Increase: If you notice longer response times, increased customer inquiries, or repetitive questions, it’s a sign your current system can’t keep up.
  
• When Negative Feedback Piles Up: More complaints, especially around order handling, communication, or product satisfaction, indicate that customer service might be lacking.
  
• When Customers Demand More Communication Channels: Japanese consumers prefer multiple channels for support. If they’re asking for more ways to reach you, it’s time to set up a comprehensive system.
  

Ready to Elevate Your Customer Care in Japan?

At COVUE, we understand the critical role customer care plays in ensuring your business thrives in the Japanese market. We provide both call center and inside sales services, handling customer inquiries efficiently and with a personal touch. Our team is trained to respond promptly to customer calls and emails, providing vital administrative support, such as sending delivery notes and processing orders.

We pride ourselves on flexibility and maintaining close communication with both our clients and their customers. With a focus on speed and accuracy, COVUE is trusted for our quick response times and effective service. While we don’t use AI chatbots, our team’s human touch ensures that your customers feel valued and heard.

Wondering how we can help? Contact us today to learn more about how our customer care solutions can improve your operations and help you meet the unique needs of Japanese consumers. We’re here to support your growth!