Approximately 70 Stores Nationwide, 280 Participants: Human Resource Development with '7-Minute Customer Service Videos Every Week' - Watch Specialty Store 'Time Station NEO' Holds MVS Presentation Event

Nakazawa Co., Ltd., which operates a chain of watch specialty stores, has been implementing the 'Customer Service Improvement Program,' a project for developing customer service personnel using video education. In March 2026, the company held an 'MVS (Most Valuable Shop) Presentation Event' to share the achievements of this project, which involves approximately 280 participants from about 70 stores nationwide.

■ About the Customer Service Improvement Program

Time Station NEO, a watch specialty store operated by Nakazawa Co., Ltd. (Headquarters: Konan City, Shiga Prefecture; Representative Director and President: Mitsunori Nakazawa), launched an in-house project called the 'Customer Service Improvement Program' in August 2025, with the aim of enhancing customer service skills.

Approximately 280 staff members from about 70 stores (watch and eyewear stores) nationwide are participating in this program.

Every Wednesday, a 7-8 minute customer service training video is distributed, aiming to improve overall customer service skills through practical application and sharing at each store.

The video content primarily focuses on themes useful in actual sales situations, such as:

・The importance of understanding customers

・Methods for grasping customer needs

・Communication required for professional sales

The instructor is Ms. Mayumi Shimizu, President of Omotenashi Links Co., Ltd.

Videos shot at stores and the head office studio are edited at the head office, and so far, 28 educational videos have been distributed.

In addition to the regular Japanese version, a Vietnamese subtitled version for Vietnamese staff is also distributed, creating a system that makes learning accessible to foreign staff. The supervision of the Vietnamese subtitles is handled by Mr. Soan, who is also our management advisor and the principal of a Japanese language school in Vietnam.

Currently, 17 Vietnamese employees are actively working as store staff in our company. We aim to value their connection with their home country and grow together.

Furthermore, our Global Human Resources Service Department is always accepting inquiries regarding Vietnamese human resources and recruitment. Please feel free to consult us about utilizing human resources through our network in Vietnam and Cambodia.

【Inquiries regarding Vietnamese Human Resources and Recruitment】

Nakazawa Co., Ltd. Global Human Resources Service Department, Contact: Inoue

https://nakazawa-group.co.jp/inquiry

■ From 'Individual Skill' to 'Organizational Strength' in Customer Service

Watch sales require high specialization, and customer service skills significantly impact store sales and customer satisfaction. On the other hand, customer service skills often depend on individual staff experience and intuition, making systematic training a challenge for companies.

Therefore, the company has established mechanisms such as:

・Continuous learning through short videos

・Setting practical goals for each store

・On-site feedback from group leaders

・Company-wide sharing of successful cases

and is promoting initiatives to enhance customer service as an organizational strength.

Through the program, communication between stores has also become more active.

In the Tokai area, stores are even sharing their impressions by phone every Wednesday, asking each other, "Did you watch Ms. Shimizu's video?", fostering a movement to share learning beyond individual store boundaries.

■ About MVS (Most Valuable Shop)

MVS (Most Valuable Shop) is a system that recognizes stores that have achieved outstanding results in the Customer Service Improvement Program.

The evaluation comprehensively considers factors such as:

・Execution level of initiatives for customer service improvement

・Changes in the store

・Proactive actions of staff

・Results such as sales

Award-winning stores receive a certificate of commendation and a supplementary prize, and an acrylic stand commemorating the award is displayed at the storefront.

By conveying the store's commitment to customer service to visiting customers, this initiative aims to boost staff motivation and continuously improve customer service quality.

■ MVS Award-Winning Stores

【Grand Prize】

Time Station NEO Aeon Mall Hakusan Store (Ishikawa)

【Excellence Award】

Time Station NEO Aeon Mall Atsuta Store (Aichi)

Time Station NEO Aeon Mall Ayagawa Store (Kagawa)

【Fighting Spirit Award】

Time Station NEO Moribe Store (Shiga)

Time Station NEO Aeon Mall Nagakute Store (Aichi)

Time Station NEO Aeon Mall Yahatahigashi Store (Fukuoka)

Time Station NEO Aeon Mall Kofu Showa Store (Yamanashi)

Time Station NEO Aeon Mall Fujinomiya Store (Shizuoka)

■ Store Manager Comments

■ President's Comment

Representative Director and President Mitsunori Nakazawa

"This was our first attempt at distributing original video-based education, and surprisingly many employees showed interest and engaged positively. We received feedback from the field saying, 'It was a good learning experience,' which reaffirmed that customer service is one of the most important values for a watch specialty store.

In this Customer Service Improvement Program, we have been working to enhance customer service as an 'organizational strength' rather than 'individual experience' by sharing innovations and successful cases born in stores throughout the company. The MVS presentation event allowed us to learn about excellent practices in the field, which was a great learning experience for the company as well.

We will continue to support the growth of our staff and create an environment where we can provide better customer service experiences to our customers."

■ Planning and Operations Comment

Deputy General Manager, DX Planning and Promotion Office, Shuhei Nishi

"Customer service has traditionally been considered 'dependent on experience and intuition,' but through this initiative, we feel the potential to gradually spread it as a reproducible skill within the organization by learning, practicing, and sharing.

In this initiative, we have operated the planning, shooting, editing, and distribution of videos, as well as the aggregation of post-training questionnaires, as an integrated process, working on it as a form of educational DX. The short videos distributed weekly have led to practical application and reflection at each store, and further sharing of successful cases, making individual efforts a learning experience for the entire organization.

Although we are still in the trial-and-error phase, we want to continue working on creating mechanisms that lead to better customer service, valuing the innovations and insights that emerge from the field."

■ About Time Station NEO

■ Company Overview