Listening to Our Customers' Voices, Building Trust Through Actions

"Thank you for calling. This is Mitsubishi UFJ Morgan Stanley Securities." With the usual greeting, the day at the call center begins. Customer inquiries range from account balances to orders to procedural consultations. For many years, the work centered on receiving calls, but in 2023, a major shift took place. The call center began to take a more proactive approach, for example by introducing customers to NISA (Nippon Individual Savings Account), Japan’s government‑supported tax‑free investment program, and accounts of Mitsubishi UFJ e-Smart Securities, a group online brokerage company. This marked a transition from a passive model to a more proactive one, where call center operators, long focused on responding to inquiries, began introducing customers to products and opportunities.

Reflecting on the Tokyo call center, Ms. Inomata explained, "For customers, the product suggestions offered benefits such as tax advantages and greater convenience. Operators wanted to share that value, but many had no experience with proposing products, and there was a lot of uncertainty about how to approach those conversations with customers.”" Operators with experience pitching products to customers shared best practices and encouraged their colleagues. "By framing the conversation as providing information rather than selling a product, some operators found it easier to speak naturally," said Ms. Ohashi.

In Osaka, the teams developed their own approach through trial, reflection, and steady refinement. Ms. Inui, who leads the Customer Support Department in Osaka, said, " We employ many temporary staff, and their motivations and goals vary. Therefore, I made sure to provide support tailored to each individual." By observing each team member’s communication style and personality, she worked with them to develop approaches that felt authentic. "When introducing NISA or Mitsubishi UFJ e-Smart Securities accounts to customers after addressing their initial inquiries, the focus is on providing information about how those options can benefit the customer."

Ms. Fujiwara, who leads the General Reception Department in Osaka, shared this view: "Even over the phone, you can sense a customer's feelings from the tone of their voice. By detecting those subtle nuances that machines can't pick up and by choosing the right words, we can help customers make better decisions. I believe that is the significance of our role."

Over the course of the year, these efforts produced tangible results. More accounts were opened through the call center than through other channels, and the sales of both NISA and Mitsubishi UFJ e-Smart Securities accounts exceeded expectations.