KDDI's Perspective on CSR
The role of information and communications technologies (ICT), including mobile phones and the Internet, is changing on a daily basis. As a general telecommunications operator, KDDI forms a part of the social infrastructure. Accordingly, we recognize that we have an obligation to contribute to society's development and its sustained growth. We understand that our business has a major influence on society and that we earn the trust of society through the provision of stable information and communications services, which we are obliged to maintain.
Since its inauguration in 2000, KDDI has presented its raison d'etre and mission in the KDDI Philosophy (see page 78) that describes the ideal entity it wishes to become. This ideal is shared among all employees.
Based on the KDDI Philosophy, in 2003 we put Total Customer Satisfaction (TCS) at the heart of our business activities, and throughout the Company we have been conducting our operations on this basis ever since. TCS recognizes all KDDI stakeholders, including service users, business partners, employees, shareholders, investors, NPOs, and administrative organizations, as "customers." Through various means of dialogue, TCS defines the aim of increasing the level of satisfaction of all shareholders and forms the cornerstone of KDDI's perspective on CSR.
To promote CSR, we have set up a TCS Committee, which is chaired by the president. As a cross-divisional organization for deliberating and resolving issues based on customer feedback,the committee has the important function of bringing the entire Company together in an effort to enhance customer satisfaction, based on the management cycle.
Basic concept of TCS
To maximize customer satisfaction, every operation is considered
to be connected to the products and services, and every process is
reviewed from the customer's viewpoint.
Targeting all stakeholders, from the top managers to the employees,
each person makes it his or her own task to realize customer satisfaction on a company-wide basis.
CSR Promotion
Promotion System
In October 2005, we created the CSR Management Department (currently the CSR & Environment Management Department) in our General Administration Department to promote CSR activities from an objective viewpoint. At the same time, the department works to raise employee awareness of CSR through in-house training, our Company newsletter, and our intranet. The department also encourages social contribution activities such as by creating an environment that makes it easy for employees to participate in volunteer activities.
In FY2008, we revised the KDDI Environment Committee to the KDDI CSR & Environment Committee, creating an integrated system to study and promote the environmental conservation efforts of KDDI and our Group companies and affiliates, as well as their policies and planning relating to CSR activities. KDDI reviews its CSR initiatives in stages, building up and enhancing its structure as necessary.
CSR Promotion Activities
During FY2011, the sixth since setting up a specialized department to promote CSR, KDDI conducted an objective review of its CSR activities. To make improvements, we conducted a self-evaluation of some 250 items based on the seven core subjects addressed by the ISO 26000 global standard pertaining to social responsibility and analyzed our CSR activities against this list. According to these results, during FY2012, we will encourage dialog with our stakeholders and plan to make a proactive effort to review material issues and make other improvements. This process was used to formulate the social contribution policy we put in place in FY2012.
Principal Channels for Dialog with KDDI Stakeholders
In TCS (Total Customer Satisfaction), all stakeholders are considered our customers, and we are working to realize their satisfaction.
