NTT Docomo is Japan’s largest and among the world’s leading telecommunications company. Established in 1992, they serve 73 million customers and is well known for their customer experience. The company achieved a revenue of US$45 billion in 2021 with a YoY decline of -0.2%.

The telco is organised into 5 business segments; Mobile Communications Business, Regional Communications Business, Long Distance and International Communications Business, Data Communications Business and other businesses. The mobile communication business provides the highest revenue contributing to 34% of total revenue, accounting for 54.2% of the total profits of the company.

Since launching their 5G in March 2020, NTT Docomo has gained a total of 11.53 million subscribers, increasing by 3.7 times compared to the end of 2020. NTT Docomo aims to reach a total of 22.5 million subscribers by the end of 2022.

Drive for CX

“Docomo has redefined the meaning of ‘customers’ as we expand services outside the telecommunications field. As such, we will shift from a customer base centred on mobile subscription to a customer base centred on members.” – Kazuhiro Yoshizawa, President & CEO, NTT Docomo

twimbit conducted a detailed research to help identify the top 10 telcos in APAC to ace customer experience. In this research, we analysed telcos based on 4 distinct pillars, viz., digital experience, service experience, employee experience and brand experience.

NTT Docomo was placed 2^nd in the analysis with its strong drive for brand experience. Docomo emphasises quality service by merging digital and physical exposure of their products to customers, resulting in an exceptional customer experience. NTT Docomo scored the highest in brand experience. The company utilises peripheral devices at physical stores to provide sensory experiences.

Key Initiatives

Transforming physical stores into an immersive digital experience; d Garden

Together with Mercari, NTT Docomo established d Garden, a new breed of retail stores. d Garden provides different services to customers, enhancing their experience of NTT DoCoMo without the need for a contract line. These services tackle a wide range of needs, including smartphones from different operators. The usage of peripheral devices is implemented in the store to allow customers to experience their services using new-age technology. These hubs also provide social services such as teaching children how to use smartphones, allowing the new generation to experience the growth of technology with ease.

Docomo Hearty Style: A company-wide initiative to provide the best customer experience to the disadvantaged

From specialised support services to specific products catered to the customer’s needs, Docomo Hearty Style aims to give all disadvantaged customers the chance to experience the full Docomo service. The Raku Phone series is a product released by NTT DoCoMo to propel this initiative. Hearty Style has also pushed different iOS applications to serve the blind and those with other disabilities to improve customer experience.

Catalysing the 5G era using Extended Reality (XR)

NTT DoCoMo recognises the limitations of a smartphone with the advent of 5G. With this in mind, “MY NETWORK” is a plan by NTT Docomo to expose their customers to the complete 5G experience era, exceeding the ones provided by smartphones. NTT Docomo will have a firm grasp on peripheral devices that feature Virtual Reality (VR), Mixed Reality (MR) and Augmented Reality (AR) while using smartphones as hubs enhance the customer experience.

Docomo has already collaborated with Magic Leap to showcase 5 devices at their d Gardens

• XR Glasses
• Translation earphones
• Table screen
• Mirror screen
• Drink Maker

In 2021, NTT started selling wearable headsets in collaboration with Magic Leap called Magic Leap 1. This wearable headset features 9 sensors, allowing users to experience seamless digital projection in real space.

Promoting a culture of innovation

NTT Docomo aspired to build greater involvement of their employees in the ability to innovate and improve customer experience. They created a program to welcome ideas and subsequently selecting specific ones which have a potential to improve revenue or enhance experience. Some initiatives include:

Top Gun initiative: Employees within the R&D, Corporate Sales, and Marketing departments worked together to solve customers’ pain points.

Docomo Launch Challenge: Employees have the opportunity to share new business ideas and a chance to commercialise their ideas, turning them into a new source of revenue flow for NTT.

In-house venture system: NTT shortlists and invests in employee ideas with direct synergies to DOCOMO group businesses.

How you can match up with/to NTT Docomo

NTT Docomo has successfully taken its first steps to integrate the upcoming digital 5G era with its physical stores, providing customers with a first-hand experience of the new possibilities. NTT Docomo leverages new technologies and widens its product capabilities beyond a smartphone. The following three initiatives reflect its customer experience leadership practices:

• Provide sensory experiences for the 5G era
• Enable employees as engines of innovation
• Make inclusive products for all customer segments

Please click here to access a quick read on telco CX leaders in APAC.