The 3rd Seven-Eleven National Customer Service Contest: Recognizing Outstanding Employees for Their Smiles and Hospitality

Launched in 2023, the National Customer Service Contest was created in response to franchise owners' calls to recognize dedicated staff members. It grants eligibility to employees who successfully complete and attain a specified evaluation level in the customer service training programs provided by Seven-Eleven Japan.

This year, of the 10,156 qualified employees, 1,993 applied to participate. After two rounds of regional qualifiers, 22 finalists from Hokkaido to Okinawa earned their place in the national finals.
In just four minutes, they demonstrated core register service skills and performed a customer interaction using a pre-assigned product.

Before each contestant's performance, store owners, managers, staff, and Operation Field Counselors offered enthusiastic support for their respective representatives. Some brought handmade signs, banners and fans with encouraging messages like "Just be yourself!" and "Don't forget to smile!"—filling the venue with warmth and excitement.

A particularly heartwarming moment came when surprise messages from family members were introduced, bringing smiles even to the most nervous contestants and highlighting that this contest was truly a team effort, extending beyond the individuals on stage.

Contestants first demonstrated register service with a mock customer. Each four-minute performance combined fundamental skills—from big smiles and cheerful greetings to efficient bagging and promoting the Seven-Eleven app and ongoing sales—with their own personal flair. They also had to respond to unscripted questions such as 'Can I ship a package?' or 'Can I reserve a bulk order?'

These unexpected questions, undisclosed beforehand, truly tested their ability to respond with flexibility and genuine care, just as they would in a real store setting. In every word, gesture, and smile, the contestants showcased their individuality, skills, and the spirit of hospitality they cultivate through daily effort.

Next was the sales floor performance, where contestants recommended a pre-assigned product to a regular customer. They tailored their pitches based on imagined backgrounds—like offering onigiri to busy professionals or cold pasta to outdoor workers. They added personal touches like "My kid loves this too," or "It's easy to heat up in the microwave!"

The winner was Kondo from the West Kanagawa Zone. Her calm, elegant style and warm, natural communication stood out. At 74, she stayed true to her usual self—no extra practice, just authenticity. Her recommendation happened to be a favorite product, which helped her confidence.

Her store owner said, "That was the Kondo-san we always see," praising how regular customers can recognize her voice from afar and how beloved she is.

When asked for her thoughts, Kondo humorously replied, "All I can say is WOW," then added, "Even with automation, real service starts by listening." Working shifts with younger staff, she said their energy keeps her motivated. She also cherished interacting with fellow contestants, calling them "truly wonderful people."

Kano, representing the Nagano-Yamanashi Zone, earned second place for her exceptionally warm and attentive service. She suggested warming up melon bread with butter during her pitch. Although she admitted she would've preferred a different item, she said she just tried to stay true to her regular style.

Always checking for new products and monitoring social media buzz, Kano said, "My customers raised me." At a store with many elderly customers, she emphasized attentiveness and care in every interaction.

Third place went to Iwakiri from the Keihin Zone—the contest's first male winner. A veteran with 18+ years of experience, he brought cheerful energy and even included a tasting demo. His closing line—"Please enjoy our terrace seating!"—showed his love for the store.

These customer service demonstrations were evaluated by a panel of judges, comprising executives from headquarters and owners of participating stores, based on the contest's predefined judging criteria.

One of the judging executives praised the contestants' consistently high-quality service, emphasizing that such performances stemmed directly from daily dedication and practice. He encouraged the participants to serve as role models for Seven-Eleven employees across the country.

Another judge remarked, "Many international tourists are amazed by the quality of service and products at Japanese Seven-Eleven stores. You are not only the best in Japan—you are the best in the world."

At the closing of the event, Tomohiro Akutsu, President of Seven-Eleven Japan, concluded by saying, "Customer service is what gives Seven-Eleven its strength. Let's continue to create new value through great service."

The contest was born from a desire to visibly recognize employees who put their training into practice in real-world settings. While the contestants maintained a serious focus during their performances, their faces lit up with smiles during the award ceremony, joyfully celebrating each announcement. With a clear goal to strive for, their motivation grew—ultimately leading to greater customer satisfaction and loyalty.

All three winners emphasized the importance of putting themselves in the customer's shoes. At Seven-Eleven Japan, we will continue to support the growth and success of each and every employee.

This text has been translated using an automatic translation tool.