Assessment of Efforts to Raise Customer Satisfaction

Our medium/long-term management strategy announced in October 2008, "DOCOMO's Change and Challenge for New Growth," includes the target, "Receive No. 1 ranking in customer satisfaction by FY2010," and we have pursued customer satisfaction to achieve this goal. Thanks in part to these efforts, NTT DOCOMO achieved the overall No. 1 ranking1 in a 2010 study of customer satisfaction conducted by J.D. Power Asia Pacific, a global Marketing Information Company.
The results of the individual customer study are based on responses received from 7,500 people nationwide in five categories: customer service, handset, cost, network quality/coverage area, and non-voice functions/services. In fiscal 2010, we particularly focused on improving and strengthening communications quality, by responding to customer feedback (reception quality survey requests) within 48 hours for example, and we believe that these efforts helped us garner such a high ranking.
At the same time, based on the results of the corporate study, which yielded 2,345 responses from 3,222 companies with 100 or more employees, on responsiveness of sales contact, service quality, cost, and service content (including PHS services), we captured the No. 1 overall ranking2 for the second consecutive year. In fiscal 2010 we continued to reinforce the expansion of customer contact points and increase the frequency of visits to meet customer needs. We also provided inexpensive terminals with a view to future implementation of more comprehensive solutions, and these factors helped us earn the top ranking.
We will always remember that this project came to fruition due to recommendations and requests from both individual and corporate customers, and we intend to continue utilizing all feedback, both positive and negative, going forward.

• 1 J.D. Power Asia Pacific 2010 Japan Mobile Phone Service StudySM. Study based on responses received in July and August 2010 from 7,500 Japanese individuals who use mobile phone services. (Open this content in a new window)www.jdpower.co.jp
• 2 J.D. Power Asia Pacific 2010 Japan Business Mobile Phone Service StudySM. Study based on 2,345 responses from 3,222 companies with 100 or more employees (up to two responses per company) in 2010 regarding telecommunication firms who provide mobile phone/PHS services. (Open this content in a new window)www.jdpower.co.jp

In the corporate customer satisfaction survey on mobile phones conducted by Nikkei BP Consulting, DOCOMO earned the No. 1 ranking in overall satisfaction3 with data terminals (also received in 2009) as well as with voice terminals.
The survey complied responses from 686 of 5,000 companies. For voice terminals, DOCOMO ranked No. 1 in seven categories, including coverage area, voice quality, and phones. For data terminals, we earned the top ranking in coverage area, data transmission quality and transmission speed, in addition to corporate customer support, after-sales service and support, where we ranked highest in 2009 as well.
These top rankings we believe are the result of meeting customer needs by reinforcing customer support and increasing the frequency of sales visits. In fiscal 2011 we intend to further enhance terminals and services for business users with a view to earning another No. 1 ranking in customer satisfaction.

• 3 Based on 2011 Survey of Corporate Mobile Phone Use by Nikkei BP Consulting, Inc.