#Japan #Tokyo #service excellence #Sekisui Chemical #University of Tokyo

Sekisui Chemical's Innovative Approach Towards Homeowner Experience

In a groundbreaking initiative, Sekisui Chemical Co., Ltd. has teamed up with the University of Tokyo to embark on research aimed at redefining the post-delivery experience for homeowners. This collaborative project, which is set to begin in July 2026, marks the first academic study in the housing industry focused on delivering experiences that surpass customer expectations through the lens of Service Excellence.

Background of the Study

Since 1999, Sekisui Chemical has prioritized customer satisfaction (CS) within its management practices. In 2004, the company shifted its approach to integrate CS with quality, adopting a management philosophy that emphasizes delivering value that meets customer expectations through all business activities—a concept referred to as “CS Quality Management.”

However, with evolving societal norms and customer needs, expectations have transformed from merely meeting satisfaction to creating moments of delight (Customer Delight/CD) that exceed expectations. In response to this paradigm shift, Sekisui Chemical aims to leverage its collaboration with the University of Tokyo to foster new customer value creation using principles of Service Excellence.

Understanding Service Excellence

Service Excellence differs fundamentally from conventional customer satisfaction-focused quality management (like ISO 9001). It emphasizes generating exceptional customer experiences by developing organizational capabilities that elicit customer delight. Established in 2021, international standards for Service Excellence (ISO 23592, ISO/TS 24082) have been recognized in Japan through the adoption of JIS standards (JIS Y 23592, JIS Y 24082), with the University of Tokyo playing a leading role in their development and advocating for their implementation in society.

Research Overview

The research will be conducted by a collaborative team composed of Sekisui Chemical’s Production Base Enhancement Center, the University of Tokyo’s Graduate School of Engineering, led by Professor Tatsuaki Hara, and the university's Comprehensive Project Organization focusing on a societal system founded on Quality and Health. This study will specifically analyze long-term customer relationships post-delivery for Sekisui Chemical's housing brand, Sekisui Heim.

By utilizing academic insights and data analysis methods from the University of Tokyo, the research intends to visualize and systematize indicators like “good customer relationships” and “customer loyalty,” which have previously relied on personal experiences or perceptions. This will involve analyzing historical customer interaction data, such as visit and inquiry logs, to identify what aspects of engagement foster customer delight and trust, as well as the factors that contribute to long-term relationship sustainability.

Aiming for the Future

Starting April 2026, Sekisui Chemical plans to introduce a new “100-year Long-Term Support System” for Sekisui Heim owners. This initiative will include regular inspections and follow-ups to enhance its supportive services aligned with customer lifestyles. Through this study, Sekisui Chemical will scientifically explore what services can translate into life joys and customer delight over the long term. The goal is to establish reproducible structures and services that provide personalized support for each Sekisui Heim customer, contributing to a safe and comfortable living environment for an extended period.

The insights garnered from this research are expected to extend beyond the housing sector, potentially benefiting other fields such as social infrastructure and advanced materials, thereby enhancing customer experience value across various industries.

Through innovation, the Sekisui Chemical Group is committed to supporting the sustainability of society, underpinning the foundations of LIFE, and creating a future that ensures peace of mind.