Customer Relations

Maximize Customer Satisfaction is one of the Rakuten Group's Five Principles for Success. To raise customer satisfaction and build trust, we operate all of our businesses with a commitment to providing high-quality services that make customers smile-in Japan and overseas, and from Rakuten Ichiba to the Tohoku Rakuten Golden Eagles.


The key to maximizing customer satisfaction is to create safe environment that customers feel confident about using. Since our founding, we have continuously conducted initiatives to eliminate customer insecurity over Internet services. The Rakuten Group Assurance Declaration was made in 2007 as an expression of our total commitment to safety and security, and various industry-first services were launched. We continue to work to provide appealing Internet services that can be used and enjoyed with complete confidence, not only by returning customers, but also by customers new to Rakuten.

About Rakuten Ichiba

Various businesses use Rakuten Ichiba to sell unique products. Before establishing their stores, rigorous screening is conducted by Rakuten.

Products sold on Rakuten Ichiba

The shops on Rakuten Ichiba offer a wide selection of products compliant with guidelines established by Rakuten. Guideline infractions are checked on a daily basis. A customer inquiry form is available to report inappropriate products.

Related link

Measures against counterfeit goods(Japanese)

Customer inquiry form(Japanese)

About counterfeited brand good compensations(Japanese)

Payment methods

Various payment methods are available. On Rakuten Ichiba, the payments by credit card are PCIDSS* compliant. Bank transfers are made to "Rakuten Bank, Rakuten Ichiba Branch", every merchant having a specific bank account.

Related link

Bank transfer destination has changed to "Rakuten Bank, Rakuten Ichiba Branch"(Japanese)

Personal information usage

Only information needed for proper business operations and delivery is shared with the merchants.

Related link

About personal information usage(Japanese)

Product delivery

On Rakuten Ichiba, the product delivery conditions may differ depending on the delivery company chosen by the shops. Customers can check the expected delivery date on the product page and delivery status of the products ordered on the purchase history page.

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Expected delivery date can easily be checked(Japanese)

Customer support

When merchants and customers face difficulties, support from Rakuten Ichiba, such as compensation services, can be received.

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About Rakuten Anshin Shopping Service(Japanese)

* "Payment Card Industry Data Security Standard": information security standards used by 5 international brands of credit card (VISA, MasterCard, JCB, American Express, Discover)


Internet Shopping Guaranteed Service

With this service, Rakuten compensates customers for the value of a product if a product that has been paid for is not delivered and the Rakuten Ichiba store from which it was purchased cannot be reached. The service refunds the full price of the product up to 500,000JPY. It is available for use once per year by customers registered as Rakuten members (registration is free).

Three Assurance Programs Provided by the Rakuten Card

Card Activity Notification When your Rakuten Card is used, this industry-first service started in February 2006 sends information on card activity to an email address you have specified. The information can also be viewed on e-Navi, the online service for Rakuten KC Card members, or on card activity statements. This service provides added security because the emails are sent automatically, which can help you quickly detect fraudulent use of your card should it occur.
Undelivered Product Assurance Program This program applies to use of the Rakuten Card at Rakuten Ichiba. If a product paid for is not delivered and you are unable to reach the Rakuten Ichiba merchant, your bill will be canceled after Rakuten KC conducts a routine investigation of the matter.
Fraudulent Card Activity Assurance Program In the unlikely event your card is used in a fraudulent manner, Rakuten KC will cover the damage amount (up to the card's usage limit).

Related link

Three Assurance Programs(Japanese)

Security Services Allow Customers to Invest with Complete Confidence

"Rakuten Bank", Rakuten's Internet banking service, has a range of security features in place to maintain or raise already high security levels and ensure that customers have total confidence in banking with Rakuten. There is also a robust compensation program in the event trouble occurs.

One-Time Authentication This feature provides rock-solid security. Passwords for making transactions are issued as security codes with every procedure and authentication is conducted using the codes. You receive the security code at an email address you have specified in advance. A transaction can only be completed by entering the code on the transaction screen.
Compensation Program Rakuten BANK has contracted with Mitsui Sumitomo Insurance Co., Ltd. to provide three types of security insurance in the event customers encounter problems. For example, eBANK will pay up to \10 million on insurance for fraudulent use of a customer account by a third party if the customer's use of security functions meets conditions established by the bank, and will provide compensation up to \3 million in other cases. You do not need to complete any application procedures and there are no insurance premiums.

Related link

Security Services of Rakuten Bank(Japanese)


Call Center Systems Improved for Better Customer Satisfaction

Rakuten Securities is conducting a variety of new initiatives for its call center operations. Since September 2007, operators are assigned in accordance with the nature of the inquiry, as indicated by the customer. This system has made it possible to store customer requests in a database and share the information among operators. Customers who called previously do not have to wait and they have their inquiries handled quickly, which has increased customer satisfaction. The system received a CRM Best Practice Award in 2008.

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