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Owner drivers have to foot the cost of redelivery themselves. Still others will be brazen enough to ring the courier’s dispatch office to complain that that they had just put their child to sleep only to have naptime interrupted by the doorbell. Others are in fact at home when the courier arrives, but pretend to be out, giving the excuse that they were cooking and could not leave the stove at the time, or that they had not put on their makeup. However, they often think nothing of breaking their commitment to the courier by failing to be home at the designated time.
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In Japan, consumers are able to specify the delivery time that suits them, choosing the time that of day is most convenient to receive a parcel. Two clear examples of how truck drivers are at the mercy of Japan’s obsession with customer satisfaction are designated delivery times and redelivery. However, despite finally achieving visibility, drivers command surprisingly little respect, and the reality of their working conditions is not widely known. The COVID-19 pandemic has prompted drivers to be dubbed “essential workers,” alongside healthcare professionals. Over 90% of domestic freight in Japan is transported by truck, which means that trucking is an integral part of almost every industry, and that most of the products we see around us were transported by truck. And no one suffers more than truck drivers. This requires them to endure harassment from customers, bringing about physical and mental exhaustion in turn. With the idea that all work is performed with the aim of pleasing the customer now broadly entrenched, many Japanese workers vie to outperform their competitors in terms of customer satisfaction. While the statement earned praise for Minami’s humility as an entertainer, with the advent of the “claimer” (a Japanese word meaning bossy customer) in the late 1980s, the phrase came to be used with a broader meaning: that customers should be allowed to get away with anything. Japan is home of the saying, “the customer is god.” This was coined by the enka ballad singer Minami Haruo in 1961, when he stated said that he endeavored to perform for his audiences in a serene state of mind, as if praying to god.