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Customer orientation

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Solution proposals from the customer’s point of view

This interview was originally published in the ROHM Group Integrated Report 2024.

During the 1980s and 1990s, ROHM achieved significant growth through custom ICs. Our strength lay in our ability to respond to the latest needs rapidly and reliably while also developing products that were one step ahead. This proposal-driven business model has been passed down to the present, where we conduct product development and provide proposals with an emphasis on communication with customers.
When determining product development specifications, engineers familiar with both electronic device technology and ROHM’s design and manufacturing capabilities carefully consider optimal circuit configurations, characteristics, and reliability to achieve the performance customers seek, also taking into account product functions and features, as well as the configuration of surrounding circuits. In the prototyping stage, we fine-tune characteristics based on customer validation results, enabling us to quickly provide products and solutions that optimize the characteristics of electronic devices.
Additionally, ROHM conducts an annual Quality Satisfaction Survey with customers. By gathering feedback not only on product specifications and quality but also on delivery and support systems, we carefully listen to customer opinions and strive to provide products and services that meet their quality requirements.

Our Ability to Plan and Propose Products that Anticipate Customer Needs

In areas with notable growth, such as xEVs, our strategy is to develop application-specific standard products (ASSPs) already equipped with the functions required by markets. It is important to determine how best to incorporate functions based on market needs, and our Product Marketing Engineers (PMEs*) investigate the performance and functions required by markets worldwide and refine product planning accordingly. Field Application Engineers (FAEs*), who are well-versed in customers’ development trends and other technical information, are responsible for proposing optimal solutions sought by customers and providing them with detailed technical support. With this dual structure of PMEs and FAEs, we are strengthening our ability to propose solutions on a global basis.

Our Ability to Plan and Propose Products that Anticipate Customer Needs

*PME:Stands for Product Marketing Engineer. A person who possesses full knowledge of advanced technology and authority for new product development. This position is affiliated with the product development division and is responsible for both planning and sales of products developed by the development division.

*FAE:Stands for Field Application Engineer, which is a job in which an individual who does not belong to the product development division is responsible for selling products to particular regions or customers. This position is held by an engineer who provides customers with technical support for products and various applications.

Employees’ Perspective

Building trust with customers through our strong commitment to quality

Employees’ Perspective

As the Director of Sales for ROHM Semiconductor USA, my work revolves around selling ROHM’s products to customers across various applications within the Southwest Region of the USA. This entails understanding the needs and requirements of our customers, providing them with tailored solutions, and ensuring satisfaction throughout the sales process.
An episode that highlighted the strength of ROHM’s customer orientation occurred when we were working with a customer who required a highly specialized component. Despite initially facing challenges in meeting the exact specifications, ROHM’s engineers collaborated and communicated closely with the customer to understand their requirements thoroughly, and developed a customized solution that not only met but exceeded the customer’s expectations. ROHM’s culture is customer-centric and customer-oriented. We deliver the highest quality products and services to our customers, and instead of focusing solely on short-term transactions, we prioritize the establishment and maintenance of long-term relationships. This is supported by core values of integrity, trust, and ethical conduct in our interactions. To respond to evolving customer needs and contribute to solving social issues, ROHM must prioritize efforts to further strengthen our customer-oriented values and support systems. By staying true to customer-centric values while also addressing broader societal challenges, I believe ROHM will continue to prosper as a leading semiconductor company.

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