Mitsui Sumitomo Insurance Joins Japan Customer Success Association as First Regular Member from Non-Life Insurance Industry
Mitsui Sumitomo Insurance is the first in the non-life insurance industry to join JCSA as a regular member. It aims to shift its focus to peacetime customer engagement ahead of a 2027 merger.
📋 Article Processing Timeline
- 📰 Published: April 9, 2026 at 20:00
- 🔍 Collected: April 9, 2026 at 11:30
- 🤖 AI Analyzed: April 20, 2026 at 09:34 (262h 3m after Collected)
The Japan Customer Success Association (Location: Chuo-ku, Tokyo, Representative Director: Hisanori Yamada; hereinafter referred to as the Association) announces that it has welcomed Mitsui Sumitomo Insurance Co., Ltd. (hereinafter referred to as Mitsui Sumitomo Insurance) as a new regular member, marking the first participating company from the non-life insurance industry.
■ Background of Joining
Mitsui Sumitomo Insurance, a major non-life insurance company, is promoting management reforms to enhance customer-centric value provision in anticipation of its merger with Aioi Nissay Dowa Insurance Co., Ltd. in April 2027. As part of this, the company is developing a system to execute customer success.
Traditional non-life insurance has centered on "emergency" touchpoints such as accident response, but currently, relationship building during "peacetime" and designing continuous customer experiences through data utilization have become important themes. To address this challenge, the company aims to provide new value beyond contract procedures through a full-scale commitment to customer success, and this membership is a step to further accelerate these efforts.
■ About the Japan Customer Success Association
The Japan Customer Success Association (JCSA) upholds the vision of "realizing a society where companies can sustainably grow together with their customers through customer success," and strives for the standardization of customer success practices and the healthy development of the market in Japan.
It focuses on formulating industry standards that go beyond individual companies, publishing practical guidelines such as the "Customer Success BPO Guidelines" under a specialized committee system. It contributes to the development of Japan's customer success field through both the standardization of CS activities and human resource development, including issuing the "Customer Success White Paper," holding one of the largest domestic conferences "Japan CS Summit," and developing learning programs based on the "8 Requirements for CS Talent."
■ Comment from the New Regular Member
Mr. Kentaro Hayashi, General Manager, Customer Communication Dept., Mitsui Sumitomo Insurance Co., Ltd.
"To stay close to our customers and remain their chosen partner, we place 'customer-first' and 'compliance' at the core of our business activities, and are advancing a major transformation of our business style. To realize customer success in non-life insurance, a product that appears 'complex and difficult' from the customer's perspective, we believe it is necessary to learn from other industries and companies that possess strong values in customer success and are already advancing initiatives, to accelerate our own transformation. This is why we decided to join the Customer Success Association. By advancing customer success, we hope to contribute to improving CS quality across the entire industry."
■ Regarding Applications for Regular Membership
The Association is accepting applications for regular membership. Please contact the secretariat via the form below.
* Admission is subject to screening.
Application form: (URL omitted)
■ List of Regular Members (in no particular order, as of April 2026)
Mitsui Sumitomo Insurance Co., Ltd. (New participant)
AI Square, Inc.
■ Background of Joining
Mitsui Sumitomo Insurance, a major non-life insurance company, is promoting management reforms to enhance customer-centric value provision in anticipation of its merger with Aioi Nissay Dowa Insurance Co., Ltd. in April 2027. As part of this, the company is developing a system to execute customer success.
Traditional non-life insurance has centered on "emergency" touchpoints such as accident response, but currently, relationship building during "peacetime" and designing continuous customer experiences through data utilization have become important themes. To address this challenge, the company aims to provide new value beyond contract procedures through a full-scale commitment to customer success, and this membership is a step to further accelerate these efforts.
■ About the Japan Customer Success Association
The Japan Customer Success Association (JCSA) upholds the vision of "realizing a society where companies can sustainably grow together with their customers through customer success," and strives for the standardization of customer success practices and the healthy development of the market in Japan.
It focuses on formulating industry standards that go beyond individual companies, publishing practical guidelines such as the "Customer Success BPO Guidelines" under a specialized committee system. It contributes to the development of Japan's customer success field through both the standardization of CS activities and human resource development, including issuing the "Customer Success White Paper," holding one of the largest domestic conferences "Japan CS Summit," and developing learning programs based on the "8 Requirements for CS Talent."
■ Comment from the New Regular Member
Mr. Kentaro Hayashi, General Manager, Customer Communication Dept., Mitsui Sumitomo Insurance Co., Ltd.
"To stay close to our customers and remain their chosen partner, we place 'customer-first' and 'compliance' at the core of our business activities, and are advancing a major transformation of our business style. To realize customer success in non-life insurance, a product that appears 'complex and difficult' from the customer's perspective, we believe it is necessary to learn from other industries and companies that possess strong values in customer success and are already advancing initiatives, to accelerate our own transformation. This is why we decided to join the Customer Success Association. By advancing customer success, we hope to contribute to improving CS quality across the entire industry."
■ Regarding Applications for Regular Membership
The Association is accepting applications for regular membership. Please contact the secretariat via the form below.
* Admission is subject to screening.
Application form: (URL omitted)
■ List of Regular Members (in no particular order, as of April 2026)
Mitsui Sumitomo Insurance Co., Ltd. (New participant)
AI Square, Inc.