Producing a level of quality that inspires customer trust
Gaining the trust of customers worldwide
When we talk about quality, we aren't just referring to making superior cars; we mean the quality of any situation involving Nissan customers and their vehicles. Over the long life of a Nissan car, we are determined to produce a level of quality that inspires customer trust. Without this solid sense of trust, we believe our future growth will be limited.
What should Nissan be doing to raise quality? Our answer is a quality improvement program called "Quality Leadership."
To become the leader in the area of quality from the customers' perspective
Quality Leadership sets clear objectives and measures for boosting quality up through the fisical year 2012. Our ultimate goal is "to become the leader in the area of quality from the customers' perspective."
Customers in various countries place great importance on the quality indices third parties conduct. Nissan is committed to reaching the top level in these surveys in every region of the world.
To become the world's most trusted automaker, through four synergistic aspects
Becoming the world leader in the realm of quality will involve mastering several diverse aspects related to car quality. Of course safety and environment are very important. Safety and environment alone, however, will not win the customer's trust. A car without the kind of attractiveness quality that makes you want to take it for a drive won't get a second glance. And even an appealing car has little chance of selling if the salespeople don't make a good impression when customers visit the showroom.
If a Nissan owner has problems with his or her car, it's important to take swift, effective action to remedy the problem. Quality Leadership is Nissan's commitment to address those issues by becoming the leader in the following four areas:
- Product quality that truly satisfies customers
- Perceived quality that appeals to customers and promises ease of use
- Sales and service quality when dealing directly with the customer
- Management quality that promotes the first three types of quality mentioned
We have set clear objectives for promoting these four qualities, and established the Nissan Excellence Program* to ensure they are achieved more speedily.
In the process, Nissan will foster trust and satisfaction in all situations involving customers, and become the overall leader in the realm of quality.
Nissan Excellence Program Teams
The Nissan Excellence Program teams were formed in March 2007 to promote quality improvements globally. There are seven of these teams, and a coporate officer leads each one.
What are the specific initiatives we are undertaking to become the leader in the realm of quality? We'll start with the three aspects that relate most directly to customers-product quality, Perceived Quality, and sales and service quality.
