Omotenashi, a word originally used to describe the Japanese ethos of extraordinary hospitality and customer service has more recently come to be used to describe excellence in “customer experience”.
The messaging is that if you care enough about your customers you will design your products and services to demonstrate that mindset. Everything about the brand should demonstrate it is “customer centric” in every way. In this way you also communicate that your future relationship with the brand will be a pleasant experience.
That it wasn’t merely a transaction for them.
One of the best examples of this use of Omotenashi is the Japanese automotive brand LEXUS. They’ve built their messaging around Omotenashi and what they believe it really means to them, their brand and their relationships with their customers. Lexus have obviously thought deeply about the attitudes and philosophy behind Omotenashi and come to the conclusion that it applies to every part of the customer journey.
From the form and function ideas behind the vehicle’s original CAD drawings through to the technical and customer service training their dealership employees are given. It’s Omotenashi from start to finish.