Towards the World's Happiest Country Overflowing with Smiles Through the Power of Little Touch(R)

Our association endorses April Dream, an initiative to make April 1st 'Dream Transmission Day.' This press release represents the dream of the 'NPO Customer Loyalty Association.'

The NPO Customer Loyalty Association is engaged in various activities such as training and lectures to spread the concept of 'building relationships between companies/organizations and customers, centered around employees' throughout society, thereby realizing a society where everyone can live more comfortably. We have supported companies and organizations to foster human resources with a 'customer loyalty mindset,' enabling employees to enjoy their work and provide joy to customers.

And, as a result of many years of research, we have arrived at 'Little Touch'.

About 'Little Touch(R)'

It is not about manuals, 'how-to' know-how, or techniques, but about the thoughtfulness that comes from truly caring about the customer in front of you. It is 'a slightly better experience that remains in the customer's heart.'

• What the Customer Loyalty Association Aims to Contribute Through 'Little Touch'

1. To increase the number of companies that build trust with customers through Little Touch and value continuous connections.

   ⇒ Improvement of customer-company relationships

2. To increase Little Touch in the world and provide more opportunities for customers to express 'Thank You' to employees.

   ⇒ Improvement of customer-staff relationships

3. To increase Little Touch and create workplaces where employees genuinely enjoy their work.

   ⇒ Improvement of staff-staff relationships

4. And, to support the promotion of 'Customer Loyalty Management' in companies.

We aim to build better relationships with customers through 'Little Touch,' and thereby create workplaces where employees truly enjoy their work. We believe that 'satisfied customers and happy employees' become the 'strength of the company.'

Examples of Little Touch

Coffee Shop

I ordered my usual at my regular coffee shop, but I wasn't feeling well, so I asked for 'no whipped cream' that day, even though I usually ask for extra.

A few days later, they told me, 'The other day you seemed unwell and didn't have whipped cream, so today I made it a little extra,' which made me incredibly happy.

Even though it's a chain cafe with high staff turnover, it's nice that the staff remember you when you come often. It might have been a coincidence, but it's nice to be remembered.

Convenience Store

I went to my usual convenience store to buy my usual chicken, but it was already sold out. As I was feeling disappointed, a part-time employee said, 'Ah, we have one saved for you!' and brought me a chicken from the back. They had noticed I always come just before it sells out and had kept one for me. It made me feel a little happy.

Parking Area ~From a Customer's Email~

I used this facility during a break on a highway bus. It was drizzling, so I got off without an umbrella. While I was choosing a drink from the vending machine, a middle-aged male staff member suddenly offered me an umbrella!

Thanks to him, I was able to buy my drink without getting wet. More importantly, it warmed my heart.

It was only for a moment, but since it was my birthday, it became a very good memory.

• 'Little Touch Shiritori' Has Become a Book

  We connected, in order, various perspectives and spontaneous thoughts on when Little Touch occurs and what kind of Little Touch remains in our hearts.

  https://www.amazon.co.jp/dp/B0FV7BNPKV/

• We Have Started Distributing 'Little Touch' Introduction Videos

  The first installment is ▼Little Touch in Convenience Stores: Subtle thoughtfulness in everyday life.

  Video here: https://youtu.be/hfJl8ONfQ-k

  Currently, up to the 4th installment has been released.

• About the 'Little Touch' Survey

  Our association conducted a 'Little Touch' survey in 2023.

  The results of a survey of 1,000 men and women aged 20 to 60 were as follows:

  ☆ 14% of people experienced Little Touch within the past year.

  ☆ Of those who experienced Little Touch, a remarkable 93% said they would like to use that store or service again.

  ☆ Experiencing Little Touch improves NPS by 47%.

※Survey results can be viewed from here:

https://www.customer-loyalty.jp/little.touch.survey

We are currently preparing to conduct the second survey.

About NPO Customer Loyalty Association

Under the theory and spirit of Professor Tomoyasu Sato, who introduced CS (Customer Satisfaction) to Japan, we have been researching and promoting management from a consumer's perspective since 2004. We believe that fostering trust with customers (customer loyalty) through workplaces and jobs where employees feel happiness (Well-Being) strengthens the company and supports further growth.

Organization Name: NPO Customer Loyalty Association

Representative: Hidenori Ito, Director

Location: 〒107-0062 WIN Aoyama 531, 2-2-15 Minami-Aoyama, Minato-ku, Tokyo

URL: https://www.customer-loyalty.jp/

Inquiries: https://www.customer-loyalty.jp/inquiry (Inquiry Form)

'April Dream' is a project by PR TIMES where companies share their dreams for the future on April 1st. We are seriously aiming for the realization of this dream.