CSR Initiatives

After-Sales Service

After-Sales Service

Ideal State of After-Sales Service

Mazda envisions the ideal state of after-sales service as illustrated in the following figure, aiming to provide the best possible package.

  • 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 after-sales services.
    Our greatest pleasure is to see our customers smile. To realize this, we will consider and act on our own initiative.
Ideal State of After-Sales Service

I. Realization of Dealer Operation for First Service Visit/Continuous Service Visits

To value bords 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 high-level 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: CRM (Customer Relationship Management)(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
  • Information on vehicle's health checkups (reliable contact regarding mandatory vehicle inspections, maintenance, MSC*1)
  • Requests for customers who purchase service-related products ("Pack de Mente," Mazda Extended Protection Plan, etc.) to ensure they bring vehicles in for maintenance
"Pack de Mente" logo mark
"Mazda Extended Protection Plan" logo mark
  • Providing/gathering appropriate information on after-sales service
  • Information made available via the after-sales service information website
  • Establishment of a special hotline to link with dealerships so as to respond promptly to technical inquiries
  • *1Mazda 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)

Service and operations introductory training for dealerships 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 maintenance tailored to vehicles' usage status

Mazda, together with dealerships, periodically checks the implementation status of the program using relevant indexes such as in-store operation surveys and CS*2 questionnaires.

  • *2CS: Customer satisfaction

Safe and Secure Automotive Lifestyle Suggestions(in Japan)

Each shop provides customers with appropriate suggestions regarding replacement parts, accessories, services, and other automotive matters in accordance with the period of vehicle ownership.

<Example suggestions>

  • Providing maintenance suggestions based on each customer's data on consumable parts replacement history and driving tendencies (distance traveled, period of time)

DPI*3 Strategic Program(Overseas)

DPI Strategic Program (in-store training) features activities that may contribute to customer satisfaction, with the aim of promoting dealership staff's implementation of activities in their daily operations through role-playing and other methods.

In-store training at Mazda Taiwan

<Example activities>

  • 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

Strengthening Support for Dealers through Distributors

Through its overseas distributors Mazda promotes the DPI Strategic Program and strongly supports local dealers in providing services for the safety and comfort of all customers.

Improving Service Skills of All Dealerships

Mazda Dealer Service Process Standard 16 key processes

To provide customers with the highest-quality services throughout the vehicle's lifespan, Mazda has established the Mazda Dealer Service Process Standard consisting of 16 key processes, and promotes dissemination of the standard to its dealerships worldwide.

  • *3DPI: Dealer Process Improvement

II. Technical Service Quality Improvement

Daily efforts are made to improve maintenance skills to meet the trust and expectations of customers.

Developing Maintenance- and Repair-Friendly Vehicles

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

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.

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 diagnoses of primary electronic control systems.
    It is also compatible with the complex, sophisticated electronic control systems used in many of Mazda's present models.
  • 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, 2012)*4.
    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
    Search display of the electronic parts catalogue
    Mazda has placed service parts data in the Electronic Parts Catalogue (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 Catalogue 3 (GEPC3), which is also available in Australia and North America.
  • *4For the US, other system is used.

III. Dealer Service Staff Skill Enhancement

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.

Training Program for Service Trainers

Training programs are provided for service trainers, who are in charge of cultivating service staff at dealerships.

Training for Service Trainers in Japan (Instructor Development System)
Participants in FY March 2014
Technical training
Business training

Training for Service Staff(in Japan)

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

<FY March 2014 Results>

  • Rate of deployment of engineers with Class A*5 qualification (highest-class qualification for engineers) to each shop in Japan: 80%
  • Rate of advisors with Class B*5 or higher qualification: 80%
  • *5Consisting of Class A (highest class), Class B (middle class), Class C (elementary class), and nonqualified.
Training for Service Staff in Japan
Participants in FY March 2014
Technical Training Standard Training Approx. 1,200 Training program to cultivate diagnostic skills, etc. tailored to each individual's existing skills and experience
New Model Training Approx. 173 Training program to acquire skills related to new model vehicles
Business Training Standard Training Approx. 250 Training program to instill the customer service skills and management skills needed for boosting customer satisfaction, increasing profitability, and bolstering productivity

<Mazda Training Centers in Japan>

Mazda Training Center Taibi

Mazda operates training centers in Hiroshima and Kanagawa Prefectures. 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 training on actual vehicles and equipment. Through role-playing and group practice, trainees also learn professional customer service skills. At Mazda Training Center Taibi in Hiroshima Prefecture, 16 instructors belonging to Japan Automobile Service Promotion Association also learned about new technologies in FY March 2014. This training center aims beyond the Mazda Group to help spread excellent vehicle maintenance techniques.

Service Skills Competitions(in Japan)

Mazda All-Japan Service Skills Competitions

Mazda All-Japan Service Skills Competition 2012

Since 1963, as an opportunity for staff members to compete in various skill categories, 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 engineering have been cultivated through these competitions. Marking its 47th year in FY March 2013, 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 2015.

Mazda All-Japan Service Skills Competition 2012/Mazda Autozam All-Japan Service Skills Competition 2012

  • Schedule: regional/branch competition: June-Aug.; national competition: Oct.
  • Teams participating in national competition: 24 teams
  • Events: paper test, skills test

Mazda Service Skills Youth Competition

Mazda Service Skills Youth Competition 2013

The 4th Mazda Service Skills Youth Competition, established in FY March 2011 targeting new staff members (working for three years or less), was held.

Mazda Service Skills Youth Competition 2013

  • 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)

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 2014
Technical Training New Model Training
Business Training


<Middle East and ASEAN> Mazda Service Skills (MazTech) Competition Held

<Competition in the Middle East region> Engineers participating in the finals and others involved in the competition

The Mazda Service Skills (MazTech) Competition in the Middle East region was held in Qatar in September 2013, and the same competition was held in the ASEAN region in Thailand in February 2014. Each of the two events was attended by participants from six 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 these competitions, engineers enthusiastically competed each other in a number of exciting matches, fully exhibiting the results of their daily efforts.

<Competition in the ASEAN region> Engineers participating in the finals and others involved in the competition

IV. 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.

Examples of Reorganization of 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).*6 Most parts can be delivered to each shop before the start of the work on the next day of the parts of ordering day.
  • Rate of Prompt Delivery from Parts Suppliers to Dealerships
    Efficient order-receiving through integration of call centers
    Inquiry centers for customers were integrated into four call centers (Tokyo, Nagoya, Osaka, Fukuoka)*7 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.
  • *6The 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.
  • *7Integrated 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 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 2014, suppliers met deadlines 98% of the time (±0% from FY March 2013 and up 0.7% from FY March 2012). As a result, the allocation rate from Mazda to parts suppliers can be maintained at a high level.

<Holding Delivery Improvement Meetings>

Rate of Prompt Allocation from Mazda to Parts Suppliers

To achieve targets, meetings to discuss improvement activities are held continuously in cooperation with suppliers. Also, a system to enhance procurement capabilities has been introduced, taking into consideration the suppliers' production capacity and production efficiency, which has reduced the lead time (delivery within five days of receiving orders), helping to improve the rate of delivery dates being met.

V. Development & Launch of Value-Added Accessories

Mazda tries to provide appropriate accessories in a timely manner, responding flexibly to market needs. The Company promotes the planning/development of items that can make customers' automotive lifestyles more attractive, comfortable, convenient and satisfying.

Planning, Development, and Introduction of Attractive Accessories that Match Detailed Customer Needs (in Japan)

  • Providing accessory packages that give a broader scope to the vehicle concept
    <Product examples>
    • Axela (Mazda3 overseas) MazdaSpeed Exterior Package
    • Flower.Style for Flair/Flairwagon (specifically designed for female drivers)
    Axela (Mazda3 overseas) MazdaSpeed Exterior Package
    Flower.Style for Flair/Flairwagon
  • Providing accessories that enhance the vehicle's design and functionality and make customers feel the attributes of Mazda Brand Statement, "Zoom-Zoom".
    <Product examples>
    • Signature wing illumination, LED fog lamp and emblem illumination
    (Left) Signature wing illumination LED fog lamp,(Right) Emblem illumination

Provision of Accessories Useful Not Only for New Vehicle Purchasers But Also for Users of Already-Purchased Vehicles (in Japan)

  • Offering products that address environmental problems and that make customers feel more comfortable throughout the vehicle's lifespan
    <Product example>
    • High-performance air conditioning filter capable of filtering PM 2.5
    High-performance air conditioning filter capable of filtering PM 2.5

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