Team members in an office linking arms, symbolizing unity and responsibility.
Posted on by tya

Responsibility and Marketing Strategy (Part 3)~ Seeds of the Marketing 97

Team members in an office linking arms, symbolizing unity and responsibility.
― “Discretion at the Frontlines”: How Responsibility Takes Shape ―

■ Responsibility Doesn’t Grow from the Top Alone

When we think of a company’s sense of responsibility, we often imagine the attitude of the CEO or company-wide policies. However, the impression left on customers is most influenced by the frontline staff who interact directly with them.
No matter how impressive a company’s philosophy may be, if customers experience cold or unhelpful responses at stores or call centers, their trust in the brand can quickly erode. This is why the level of “discretion” given to the staff on the ground is a critical factor in turning responsibility into action.

■ “Discretion as a Form of Responsibility” in Japanese Companies

In Japanese service industries, actions that go beyond the manual are often praised. For example:
  • A cashier leaves their lane to personally guide a confused customer.
  • A call center operator handles an issue outside their jurisdiction, saying, “We don’t want to inconvenience you further.”
These actions reflect frontline staff making decisions “not written in the manual but for the customer’s benefit.” Such flexible responses create “experiences that exceed expectations” and improve the brand’s image. In other words, Japanese companies often empower their teams with a certain level of discretion, making it easier to translate responsibility into visible actions.

■ “Consistency and Fairness” in Western Companies

In contrast, Western companies tend to prioritize consistent service delivery over individual discretion. If staff decisions vary based on personal judgment, it may be perceived as “unfair” by customers. For example:
  • A customer might complain, “The last representative allowed it, but this time I was refused.”
To avoid this, Western companies often establish clear guidelines and approval processes, ensuring frontline staff do not make exceptions on their own. This approach reflects a “responsibility for maintaining trust by following rules.”

■ Responsibility: Individual Optimization vs. Overall Optimization

What emerges here is that the cultural approach to responsibility differs:
  • In Japan, responsibility emphasizes doing the best for the individual customer in front of you.
  • In Western cultures, responsibility prioritizes fair and consistent service for all customers.
This contrast also influences marketing strategies:
  • Japanese companies highlight attention to detail and care for each customer.
  • Western companies emphasize transparency, clear rules, and equal experiences.

■ Discretion Shapes the Brand Experience

Ultimately, deciding how much discretion to give frontline staff is about how a company wishes to demonstrate its sense of responsibility.
  • Too much discretion: Risk of inconsistent decisions, which can harm brand consistency.
  • Too little discretion: Risk of appearing rigid or unfeeling.
The way responsibility is made visible at the frontline can define the entire brand experience.

■ Next Time: Responsibility and Customer Loyalty

In the next article, we’ll explore how responsibility impacts customer loyalty. Behind the sentiment of “I want to choose this brand again” lies a foundation of trust built over time. We’ll take a closer look at how responsibility fosters loyalty through real-world examples. Stay tuned 😊