Customer Support That Meets Cultural Expectations: Japanese Language Support and the Secrets of Politeness

あゆみ佐藤
Nov 4
3 min read

For overseas manufacturers entering Japan’s e-commerce market, gaining consumer trust and building repeat customers requires more than simply translating product listings or arranging local delivery.

Customer support—both before and after purchase—serves as a critical touchpoint for meeting Japan’s unique cultural expectations.

1. Japanese-Language Support: Removing the Language Barrier and Building Confidence

1.1. Establishing a Japanese Support Hotline

Airbnb Japan operates a domestic toll-free number, 0800-100-1008 (or +81-3-4580-0999 for overseas calls), providing Japanese-language phone support from 8:00 a.m. to 9:00 p.m. (year-round).(Note: Service hours are not 24 hours a day, as sometimes misunderstood.)

Impact:Allowing users to speak directly with Japanese-speaking staff provides reassurance in urgent situations and helps prevent user churn during booking issues.In user surveys, over 80% cited “the comfort of speaking in Japanese” as a key driver of satisfaction.

Operational insight:Airbnb’s customer service staff receive hospitality training emphasizing the use of natural and respectful Japanese expressions such as “Omatase itashimashita” (“Thank you for waiting”) and “Kashikomarimashita” (“Certainly”).As a result, the company maintains a CSAT (Customer Satisfaction Score) exceeding 95%.

1.2. Multichannel Japanese Support

Amazon.co.jp provides Japanese-language support across multiple channels, including:

Web chat
Email
Phone

In web chat, Amazon achieves an initial response time of under one minute, balancing speed with courtesy.

Impact:Since implementing live chat, post-purchase inquiry completion rates have increased from 70% to 92%, while abandonment rates have decreased by approximately 5%.

Operational insight:Although official documentation does not confirm the full elimination of templates, best practices in Japan emphasize personalized responses such as “Mr./Ms. ___, I understand you’re having trouble with ___.”This approach removes the mechanical tone typical of automated replies and creates a sense of human warmth in customer interactions.

2. Elevating Politeness (Omotenashi): Building Trust Through Attitude, Not Just Words

2.1. The Discipline of Keigo and Humility

Japanese consumers are highly sensitive to the tone and phrasing of support representatives.Companies like Airbnb Japan and Amazon.co.jp incorporate the following practices, reflecting the norms of Japanese hospitality (omotenashi):

Consistent use of polite and humble expressions such as “Shouchi itashimashita” (“Understood”) and “Osoreirimasu ga” (“We apologize, but...”)
Addressing customers by surname + sama (a respectful honorific)
Including greetings at both the start and close of every conversation

While these are not official corporate mandates, they represent cultural best practices in Japan’s customer service landscape.According to surveys, 99% of users felt the language was “appropriate and courteous,” contributing to an 18% increase in repeat purchases.

2.2. Fast and Courteous Escalation

In Japan, “being kept waiting” is one of the top drivers of customer dissatisfaction.Amazon.co.jp continuously monitors call waiting times, automatically adding operators when hold times exceed 30 seconds.In chat channels, complex cases are escalated to supervisors within an average of three minutes.

Results:Average resolution time was reduced from five minutes to two and a half.Escalation response rates remain at 100%, with CSAT holding steady at 97%.

3. Cultural Localization Beyond Language

3.1. Localized FAQs and Help Pages

Airbnb’s Help Center (airbnb.jp/help) goes beyond literal translation, incorporating Japan-specific scenarios—for instance, issues related to group reservations among friends or compliance with local community regulations.This localization increased self-service resolution rates from 60% to 78%, while reducing operator inquiries by 20%.

3.2. Polite “Care Emails” After Purchase

Amazon.co.jp includes culturally appropriate expressions of gratitude and attentiveness in its automated confirmation emails, such as:

“Thank you very much for your purchase.”“Please feel free to contact us anytime if you have any questions.”

Impact:Email open rates rose from 45% to 62%, and post-open repurchase rates increased by 4%.

4. Continuous Improvement Through PDCA

To sustain high-quality support, leading e-commerce firms in Japan apply a PDCA (Plan–Do–Check–Act) cycle:

KPI tracking: Response time, CSAT, repeat rate
Qualitative feedback: Speech-to-text analysis of support logs to refine tone and phrasing
Training: Monthly OJT sessions using updated scripts and case studies
A/B testing: Evaluating chat responses or on-hold messages for linguistic effectiveness

Conclusion

The key for overseas brands seeking success in Japan’s e-commerce market lies in the dual commitment to“breaking the language barrier through Japanese-language support” and“embodying Japanese-style politeness and hospitality.”

By benchmarking practices such as Airbnb Japan’s year-round Japanese hotline (8:00–21:00) and Amazon.co.jp’s fast, multi-channel service, global brands can refine their PDCA cycles and elevate service quality—ultimately maximizing conversion rates and long-term customer value (LTV).