Rakuten's NPS Journey - Promoting Culture of Listening to Customers

As Rakuten Ichiba celebrated the 25th anniversary of its establishment on May 1, 2022, RNN took the chance to look back on the history of Rakuten's efforts to improve the metric known as "NPS" (net promoter score). Rakuten Ichiba has faced various challenges since these efforts began in 2016, but has maintained a strong focus on responding to the voices of its customers. In 2022, after six years of diligent commitment, Rakuten Ichiba reached the No.1 spot for NPS in e-commerce, a competitive industry packed with power players.