For Our Customers

Rakuten constantly strive to improve the quality, including the safety, reliability, legality, usefulness and convenience, of our products and services, in order to realize our goal of maximizing customer satisfaction.
Our aim is to provide products and services that not only meet the expectations of our customers, but exceed them.

Rakuten Group Quality Policies

  • Provide safe products and services to our customers.
  • Reliably deliver the products and services promised to our customers.
  • Provide products and services that comply with the applicable laws and regulations of the jurisdiction in which they are offered, whether they be in Japan or overseas.
  • Provide products and services that are beneficial to our customers.
  • Provide convenient, user-friendly products and services to our customers.

Quality Management Systems

Since its establishment, Rakuten has been committed to providing quality services to its customers. To keep this commitment today, three types of initiatives are conducted under the leadership of our Group COO (Chief Operating Officer): “Quality Improvement Activities,” “Quality Assurance Activities,” and “Quality Control Circle Activities.”
Rakuten Group, Inc. and Group companies also participate in committees that lead Group-wide quality initiatives. The Quality Improvement Committee promotes implementation of quality-related measures and adoption of these measures in our services by monitoring service and product quality based on NPS® (Net Promotor Score)* and sharing best practices. The Quality Assurance Committee discusses the establishment and abolishment of quality standards and guidelines, and the evaluation of quality measures taken.

* Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.

Quality Assurance Activities

To ensure that all Rakuten services are offering the quality levels expected by our customers, our Quality Assurance Activities are based on international quality standards such as ISO 9001. We established a set of Rakuten Quality Assurance Standards in the areas of customer support, service development, and user experience, and are working to strengthen measures to ensure customers do not have a negative experience while using our services.

Quality Assurance Activities

Quality Improvement Activities

In order to “Maximize Customer Satisfaction,” one of the core values of the Rakuten Group, we are constantly working to improve the safety, reliability, legality, usefulness, and convenience of our services through various measures.

Number of quality
improvement activities in 2019


Improving Customer Satisfaction

Rakuten uses NPS® and VOC to improve customer satisfaction.

Customer Satisfaction Index



NPS® activities quantify how much attachment and trust our customers have for Rakuten’s services and brand. Their results are utilized for evaluating and improving customer experiences at various touchpoints. Surveys are conducted through direct and indirect questionnaires and interviews with users. Managers in charge of quality improvement of each service take the lead in analyzing NPS® results and implementing quality improvement measures.
In 2019, the Quality Improvement Committee created subcommittees to address NPS® issues common to all Rakuten Group services. By involving employees directly in the management of each issue, the subcommittees lead to more workplace-driven quality improvement activities. In 2019, they covered areas essential to providing better services to customers, such as an email subcommittee, campaign subcommittee, and mobile application subcommittee.

NPS Improvement since Q2/18



Based on opinions and requests received through SNS and call centers, Rakuten is making continuous efforts to eliminate the pain points of its customers and improve service quality.
Examples of actions taken based on VOC analysis include the deployment of chatbot function for more convenient customer inquiries, and the expansion of the number of shops accepting Rakuten’s various payment options.
The UX Research Room was established in 2013 to directly hear the opinions of customers. Users are invited to an interview room where employees observe how they use websites and apps and can ask them questions. Employees from various businesses can conduct user research in real-time and are able to debate and execute improvement plans on the spot in a speedy manner. To date, the UX Research Room is used for more than 80 projects a year on average.


Quality Control Circle (QCC) Activities

Launched in 2016, QCC activities are employee-led bottom-up quality improvement activities targeting problems in the field. “Always Improve, Always Advance” is one of the Five Principles for Success under “Rakuten Shugi,” the values and principles shared by Rakuten employees, and the culture of continuous improvement, or “kaizen,” is strongly rooted among them.
The implementation of QCC activities has not only led to the quality improvement of business operations and services, it also translated into productivity improvement with the enhancement of employee capabilities and the creation of vibrant working environments. This greatly contributes to the strengthening and advancement of Rakuten’s kaizen culture as well as to business growth.
From only 13 participants in 2016, QCC activities have been spreading widely, reaching 1,055 people in Japan by 2019, a 14.5% participation rate. The activities have also been implemented overseas, in Rakuten Travel in Taiwan, and Rakuten DX in France.
In addition to direct activity participation, e-learning and classroom training on QCC are offered to raise awareness, aiming to systematize the adoption of such approaches widely within the Company.

8Steps of QCC Problem-solving Process