Customer Service (Provision of Safe, Secure and Comfortable Ownership Experiences)

To provide safe, secure and comfortable ownership experiences and realize customer services that will be selected by customers for life, Mazda envisions the ideal state of customer service as described below, aiming to provide the best possible package.

【Ideal State of Customer Service】

Providing the best customer service, to ensure that our customers:

  • ■ evaluate Mazda more and more highly,
  • ■ are motivated to visit a Mazda shop again,
  • ■ are eager to talk about Mazda to their friends

whenever they visit any Mazda dealer

To achieve this, we will take the actions described below:

  • ■ We love Mazda vehicles, and will continue to develop our expertise and technologies to the level that we can touch each customer’s heart, as professionals, in all our customer services.
  • ■ Our greatest pleasure is to see our customers smile. To realize this, we will consider and act on our own initiative.

I.Realization of Dealer Operations to See Our Customers Smile

To value bonds with customers and to assuredly support their automotive lifestyles, Mazda promotes initiatives to enhance communications with its customers, for example, by providing information to encourage their first visit to dealerships.
At each Mazda shop and dealership, service staff who have abundant knowledge and highlevel techniques serve customers’ automotive lifestyles. They provide reliable and optimal services tailored to the usage and condition of each vehicle, and make useful suggestions that can be offered only by professional staff who are well-versed in how to get the most enjoyment out of driving Mazda vehicles. These service staff members continue their efforts to give customers a warm sense of hospitality so as to make them feel comfortable during their visit to the dealers and want to come again.

Contact with Customers and Promoting CRM*1 (in Japan)

To ensure that customers lead safe and comfortable automotive lifestyles, each shop maintains regular contact with customers (through telephone calls, visits, direct mail, etc.).

  • ■ Inquiries about a vehicle’s operating condition
  • ■ Providing information on vehicle’s mechanical checkups (periodic notification regarding mandatory vehicle inspections, maintenance, MSC*2)
  • ■ Recommending customers who purchase service-related products, such as “Pack de Mente” and “Mazda Extended Protection Plan,” to bring in their vehicles for maintenance
  • ■ Providing/gathering appropriate information on customer service (by direct mail, etc.)
  • ■ Making suggestions that help customers envision/plan their future automotive lifestyle
  • ■ Providing useful information through the Mazda Website for owners and their automotive lifestyles
  • ■ Establishment of a special hotline to link with dealerships so as to respond promptly to technical inquiries

Pack de Mente

A package plan covering half-yearly checkups, maintenance, and mandatory vehicle inspections, to support customers’ safe and comfortable automotive lifestyles. Under this plan, genuine Mazda parts are used so that high-quality maintenance is assured. Problems with vehicles can be prevented, thereby helping to reduce maintenance costs.

Matsuda Extended Protection Plan

While regular warranty expires in 3 years (up to 60,000km), Mazda’s Extended Protection Plan allows customers to extend the warranty period up to 5 years (up to 100,000km). During the extended warranty period, free repair is available at all Mazda dealerships in Japan.

Website: Owner/Automotive Lifestyle page (Japanese only)

Website: Owner/Automotive Lifestyle page (Japanese only)

*1 Customer Relationship Management
*2 Mazda Safety Check: In addition to legally mandated annual inspections, these checks are performed every six months to ensure safe and comfortable vehicle operation.

Mazda Service and Operations Reform Program (in Japan)

The Mazda Service Operations Reform Program was launched in Japan in April 2010 and is now in effect at approximately 90% of dealerships.
This program aims to provide customers with excellent service through the following four approaches:

  • ■ Shorter maintenance wait times
  • ■ Satisfactory explanations and advice from professional maintenance staff
  • ■ Hospitality provided by all dealership staff
  • ■ Optimal suggestions and maintenance tailored to vehicles’ using status

Mazda, together with dealerships, periodically checks the implementation status of the program using relevant indexes such as in-store operation surveys and CS*3 questionnaires.

*3 Customer Satisfaction

DPI*4 Strategic Program (Overseas)

DPI Strategic Program, launched in 2009 to promote reform of customer services, is positioned as a pillar of Mazda’s customer service strategy to provide customers with services that exceed their expectations throughout the period between their purchase of a new vehicle and the next purchase.
Through its distributors in 27 countries, Mazda promotes the DPI program to support improvement activities at local dealers in each country.
For distributors that connect Mazda and its dealers, Mazda offers forums and meetings for the purpose of facilitating sharing of the significance and value of the program and raising motivation.
Under this program, each dealer provides training for all its staff members, and conducts improvement activities according to the themes it chooses (3 to 5 themes per year) from among the standard after-sale service processes as its themes to work on for the year.

DPI Strategic Program launched areas

DPI Strategic Program launched areas

In-store training in Vietnam

In-store training in Vietnam

<Examples of improvement activities by dealers>
  • ■ Proposing recommended maintenance packages that can satisfy customers
  • ■ Greetings that ensure customers’ trust
  • ■ Finding ways to shorten maintenance wait times
  • ■ Appropriate notification of periodic inspections
  • ■ Contacting customers on a regular basis

*4 Dealer Process Improvement

Improving Service Skills of Each Dealer (Overseas)

Mazda has established the Mazda Dealer Service Process Standard consisting of 16 key processes, and promotes dissemination of the standard to its dealerships worldwide. This standard enables evaluation of each dealer service process from the viewpoints of whether it can provide the highest-quality services through contact with customers, and whether it can improve CS, profits or productivity. Based on this evaluation, dealers are encouraged to conduct reforms by themselves following the PDCA cycle.

Mazda Dealer Service Process Standard 16 key processes

Mazda Dealer Service Process Standard 16 key processes

II. Technical Service Quality Improvement

Daily efforts are made to improve maintenance skills to meet the trust and expectations of customers.
To acquire the advanced knowledge/maintenance skills necessary to respond to customer trust in maintenance quality, and to provide customers with honest, faithful advice for their automotive lifestyles, training is offered for both service trainers and service staff. The Company also hosts service skills competitions both in Japan and overseas.

Developing Maintenance- and Repair-Friendly Vehicles

To improve and keep its high maintenance quality based on feedback from customers both in Japan and overseas, Mazda develops vehicles designed to ensure friendliness regarding regular inspection/maintenance and ease of replacement of consumable parts that require frequent replacement.

Example of reducing the number of parts requiring detachment in the replacement of an audio or navigation unit, from seven to two, as in models after the CX-5, thereby achieving improved work efficiency

Providing Tools/Service Manuals for One-Stop Repair

Deploying Service Diagnostic Devices

Mazda has deployed the Mazda Modular Diagnostic System (M-MDS), a unique service diagnostic device, to almost all Mazda dealerships in Japan and overseas. This system enables service staff to perform efficient and accurate diagnoses of electronic control systems. It is also compatible with the sophisticated electronic control systems adopted in Mazda’s safety/ environmental technologies.

Distribution of Service Manuals

Since April 2005, Mazda has been distributing its service manuals in digital format as “Mazda Electronic Service Information” (MESI), so that the information needed for maintenance can be accessed quickly and accurately. With the aim of promptly providing real-time information, manuals are distributed in Japan, Europe, Asia, the Middle East and Central and South America via the Internet (As of March 31, 2015)*5.
In line with the market launch of SKYACTIV TECHNOLOGY-equipped models, constant efforts are made in cooperation with the product development related divisions and dealerships to make the service manuals reader-friendly.

Distribution of Specialized Tools

To ensure a constant high quality of maintenance/repair of Mazda vehicles by dealers in Japan and overseas, Mazda develops special tools for various purposes, dedicated to Mazda vehicles. The Company also provides dealers with detailed information on the purposes and usage of the dedicated tools, with the aim of ensuring that Mazda dealers can offer high maintenance quality for customers.

Provision of Electronic Parts Catalogue

Mazda has placed service parts data in the Electronic Parts Catalog (EPC), which is published on the web. This online catalogue has increased the speed of information updating and made it easier to import local data, enabling efficient parts searches and order placement. In FY March 2014, Mazda introduced the Global Electronic Parts Catalog 3 (GEPC3), which is also available in Australia and North America.

Search display of the electronic parts catalogue

Search display of the electronic parts catalogue

*5 For the U.S., another system is used to provide service manuals.

Training Programs for Service Trainers/Staff (in Japan)

Mazda has training centers in Hiroshima and Kanagawa Prefectures to provide training programs for service trainers and service staff. At these two centers, the “blended training” style is adopted, which requires trainees to receive preparatory lessons through e-learning before group training, so that more hours can be spent in training on actual vehicles and equipment. Through role-playing and group practice, trainees also learn professional customer service skills.

Mazda Training Center Taibi in Hiroshima Prefecture

Mazda Training Center Taibi in Hiroshima Prefecture

Training for Service Trainers

Those who have completed the service trainer training program in Japan are qualified as instructors with necessary skills and knowledge, and are able to provide training for service staff members of their dealerships. (Instructor System)

Training for Service Trainers in Japan (Instructor Development System)

Training Participants in FY March 2015
Technical training 4
Business training 10
Training for Service Staff

Mazda has its unique training and qualification systems and provides the below training programs for its dealership service staff in Japan (engineers, advisors). Mazda also promotes cultivation of higher class qualification holders and their deployment to each shop.

  • ■ Technical training program for engineers to improve technical service skills
  • ■ Business training program for advisors to improve customer service performance and management skills

Training for Service Staff in Japan


Participants in FY March 2015

Technical Training Standard Training about 1,500

Training program to cultivate diagnostic skills, etc. tailored to each individual’s existing skills and experience

New Model Training about 137

Training program to acquire skills related to new model vehicles

Business Training Standard Training about 260

Training program to instill the customer service skills and management skills needed for boosting customer satisfaction, increasing profitability, and bolstering productivity

Spreading Maintenance Techniques beyond the Mazda Group

Mazda Training Center Taibi in Hiroshima Prefecture helps spread vehicle maintenance techniques beyond the Mazda Group. In FY March 2015, the center provided a training program for 16 instructors belonging to Japan Automobile Service Promotion Association to learn about new technologies.

Training Program for Service Trainers (Overseas)

Mazda operates training centers in America (North America, and Central and South America), Germany (Europe), China, Thailand (Southeast Asia), and Dubai (Middle East), with programs conducted for trainers at dealers in these regions.

Training for Overseas Service Trainers (Held at the Mazda Training Center Taibi in Japan or Mazda overseas distributors)

Training for dealership trainers Participants in FY March 2015
Technical Training New Model Training 173
Business Training 18

Service Skills Competitions (in Japan)

Mazda All-Japan Service Skills Competitions

Since 1963, as an opportunity for staff members to compete in various skill categories including customer service skills, the Company has hosted annual Mazda All-Japan Service Skills Competitions for dealership service staff in Japan. Professionals with a high level of customer service skills and maintenance skills have been cultivated through these competitions. Marking its 48th year in FY March 2015, the Mazda All-Japan Service Skills Competition is one of the oldest competitions of this kind hosted by Japanese automobile manufacturers. The next Mazda All-Japan Service Skills Competition is scheduled to be held in FY March 2017.

■ Mazda All-Japan Service Skills Competition 2014
Schedule: regional/branch competition: June-August; national competition: October
Teams participating in national competition: 24 teams
Events: paper test, skills test

Mazda All-Japan Service Skills Competition 2014

Mazda All-Japan Service Skills Competition 2014

Mazda Service Skills Youth Competition

The 5th Mazda Service Skills Youth Competition, established in FY March 2011 to target young staff members (working for three years or less), was held.

■ Mazda Service Skills Youth Competition 2014
Schedule: 1st preliminary competition: May; 2nd preliminary competition: June; final
completion: September
Participants: 591 in 1st preliminary competition, 135 in 2nd preliminary competition, 18 in final competition
Events: paper test (preliminary), skills test (final)

Mazda Service Skills Youth Competition 2014

Mazda Service Skills Youth Competition 2014

Service Skills Competition (overseas)


<Central and South America> Mazda Service Skills (MazTech) Competition Held

The Mazda Service Skills (MazTech) Competition in the Central and South America region was held in Guatemala in April 2014, attended by six dealers from five countries.
The competition aims to encourage staff members to improve their technical skills and customer service performance, and to raise the motivation of service staff and inspire dealers to promote human resources development, by having staff members compete in the skills acquired through their daily operations and training.
Participating countries have introduced the Mazda engineer qualification system, which encourages engineers in these countries to continue their diligent efforts to improve their maintenance skills. At this competition, engineers competed with each other enthusiastically in a number of exciting matches, fully exhibiting the results of their daily efforts.

<Competition in the Central and South America region> Engineers participating in the finals and others involved in the competition

<Competition in the Central and South America region> Engineers participating in the finals and others involved in the competition

III. Reliable/Efficient Parts & Accessories Supply

To avoid making customers wait for maintenance service, timely delivery of necessary parts is important. To this end, Mazda is reorganizing its networks on a global scale to promote the speedy delivery of parts from parts manufacturers to dealerships for maintenance.
In line with the reorganization of the global production footprint, Mazda established new networks for supply of repair parts from Mexico and Thailand.
Mazda tries to provide appropriate accessories in a timely manner, responding flexibly to market needs. The Company also promotes the planning/development of items that can make customers’ automotive lifestyles more attractive, comfortable, convenient and satisfying.

Establishment of parts supply networks in line with mass production start


In line with the start of mass production of Mazda3 (Axela in Japan) in January 2014 at Mazda de Mexico Vehicle Operation*6 (hereinafter, MMVO), a new plant in Mexico, a new repair parts supply network was established. Through this network, parts are procured from about 100 suppliers both inside and outside Mexico and delivered to distributors in the US and Canada every day.

Supply network from MMVO

Supply network from MMVO


In line with the start of mass production of transmissions in January 2015 at Mazda Powertrain Manufacturing (Thailand) (hereinafter, MPMT), a new plant in Thailand, a new repair parts supply network was established. From MPMT, parts are delivered to distributors in Japan and China every day.

Supply network from MPMT

Supply network from MPMT

*6 Trade name of Mazda Motor Manufacturing de Mexico, S.A. de C.V. and Mazda Motor Operaciones de Mexico, S.A. de C.V. collectively.

Parts Supply Networks (in Japan)

■ Nighttime wide-area delivery enabled by integration of parts inventory centers
Nighttime wide-area delivery was enabled by the integration of parts inventory centers into three depots (Chiba, Nagoya, Hiroshima).*7 Most repair parts can be delivered to each shop before the start of the work on the next day of the parts ordering day.

■ Efficient Order-receiving through Integration of Call Centers
Inquiry centers for customers were integrated into four call centers (Tokyo, Nagoya, Osaka, Fukuoka)*8 to enable efficient order-receiving operations and swift, accurate parts supply.

■ 364-day Operation
The number of operating days per year is 364 (closed only on New Year’s Day), so that inquiries from customers can be responded to at any time.

*7 The parts inventory centers of Mazda Parts Co., Ltd., which deals with most parts supplied in Japan. Operations started in 2011 in Chiba and Nagoya, and in 2012 in Hiroshima.
*8 Integrated into four centers in 2010, where order-receiving operations have started.

Efforts to Improve Delivery by Suppliers

To facilitate a more resilient supply of parts for repairs with reliability that satisfies customers, Mazda is working with suppliers to boost production efficiency, strengthen the overall system, and resolve production and delivery issues. In FY March 2015, suppliers met deadlines 98% of the time. As a result, the allocation rate from Mazda to parts suppliers can be maintained at a high level.

<Holding Delivery Improvement Meetings>

To achieve targets, meetings to discuss improvement activities are held continuously in cooperation with suppliers. In FY March 2015, Mazda increased the number of target suppliers, incorporate in the system to enhance procurement capabilities taking into consideration the suppliers’ production capacity and production efficiency, which was launched in FY March 2014. As a result in the daily order receipt rate reached 73% (up 0.8 point from FY March 2014).

Development/Launch of Value-Added Accessories

To consider to requests from society and make customers’ life more comfortable, Mazda provides products adress environmental issues. While ensuring compliance with regulations of each country, the Company promotes voluntary switching of maintenance and other accessories to those containing environmentally conscious elements.

<Product example>

High-performance air conditioning filter capable of filtering PM 2.5

High-performance air conditioning filter capable of filtering PM 2.5

Low-VOC (volatile organic compound) paint “Caliper Paint”

Low-VOC (volatile organic compound) paint “Caliper Paint”