■Company Overview
4. Changes in the number of customers owned
Premium Water Holdings ＜2588＞ sets changes in the number of customers it owns as KPI (Key Performance Evaluation Index) and manages progress. The trend in the number of owned customers, which was 0.23 million before the business integration in 2016/7, became 0.39 million cases immediately after the merger, and continued to rise steadily thereafter, reaching 1.62 million cases at the end of 2024/3. Since the pace of new contracts constantly exceeds the pace of cancellation, a stable net increase is possible. In order to suppress cancellation rates, acquiring excellent customers, improving customer satisfaction, etc. are key. The company has been striving to acquire excellent customers through efforts to increase credit card settlement ratios, and efforts to increase the number of customers with long-term contracts (currently focusing on 5-year contracts, etc.). In addition, we are working to improve customer satisfaction through improving the quality of customer service and premium malls (where you can buy food etc. at an affordable price if you become a member), etc. As a result, the cancellation rate, which was around 2% in 2018, dropped to around 1.5% in 2020. According to the company, it is said that control has been carried out smoothly even after that.
(Written by FISCO Visiting Analyst Hideo Kakuta)