Seminar Report
The 3rd DX Acceleration Through Data Forum
Featuring Two User Companies
Panel Discussion

Last Updated: November 12, 2025

Hello! This is Watanabe from the uSonar Marketing Team.
Today, we are sharing the content of the panel discussion held at the 3rd DX Acceleration Through Data Forum, hosted by uSonar at the Imperial Hotel on October 1, 2025, featuring guests from Duskin Co., Ltd. and Panasonic Electric Works Co., Ltd.

Table of Contents

1Speaker Introduction

2Duskin

3Panasonic Electric Works Co., Ltd.

Speaker Introduction

The 3rd DX Forum Panel Discussion Featuring Duskin Co., Ltd. and Panasonic Electric Works Co., Ltd.png

From Left to Right

uSonar Co., Ltd. Sales Division, DX Group, Executive Officer Masafumi Yuasa (Facilitator)

Duskin Co., Ltd. Executive Officer, General Manager of Corporate Sales Mr. Toshikatsu Baba
Panasonic Electric Works Co., Ltd. Marketing Division
Business Architect Center System Development Group, Manager Mr. Naganori Tahara

Duskin

Duskin, where Mr. Baba serves, was one of the first companies in Japan to adopt a franchise system.
The company operates a wide range of businesses, including DUSKIN and Mister Donut, totaling 14 distinct business lines. These include both B2B and B2C operations.

Overview of the Corporate Sales Division.PNG

Having operated since before the era of personal computers, Mr. Baba noted that even within their B2B business, there were significant challenges in grasping the current status of customers. Because data was managed separately by business unit, data silos occurred, preventing cross-business data utilization.
Furthermore, corporate and store data had not been consolidated, leading to duplicate records.
Duskin adopted uSonar to centralize data across the entire group. Because Duskin requires management at the branch office level, they selected uSonar for its corporate database, which includes detailed location information.
The benefits of implementing uSonar went beyond resolving data silos. By integrating uSonar's corporate data with their own customer and company information, they built an enriched, unified database.
Furthermore, by linking this with sales support tools, they enabled the practical use of data in the field for sales teams.

Additionally, they are using intent data to track customer trends and score customer interests, which is expected to drive further success in field sales.

Panasonic Electric Works Co., Ltd.

Mr. Tahara is affiliated with Electric Works Company, which carries on the legacy of the former Matsushita Electric Works.
The company specializes in B2B operations and offers a wide range of products, including lighting solutions such as residential and non-residential office lighting, wiring devices like switches and outlets, fuel cells, and gas meters.
They have been using CRM (Salesforce) for approximately 5 years to manage the stakeholders involved from the time products are installed on-site until they are actually used, and the entire group is committed to digital transformation (DX).

Panasonic Organizational Chart.PNG

Mr. Tahara explains that a major internal initiative driving the implementation was the move to manage business partner and facility information through a master database. During this process, the following challenges were identified:
• Lack of standardized data granularity and formatting rules
• Incompatibility with existing master data
• Absence of a data maintenance culture
After evaluating various services, Mr. Tahara selected uSonar due to its high data matching rate with their internal records.
By implementing uSonar, the accuracy and validity of their data improved from 89.4% to 97%.
Furthermore, they achieved results such as a reduction in incomplete records and the elimination of duplicate records.

Previously, each group company managed its master data using different rules, which led to data inconsistencies.
uSonar's corporate data is now connected to the master database of business partners and facilities used across the group, and is utilized for data cleansing and enrichment.

This concludes the report on the panel discussion, "Achieving Sales DX with uSonar," from the 3rd DX Forum.
Thank you very much for reading!

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About the Author

uSonar Editorial Department

MX Group, Editor-in-Chief

This is the uSonar Editorial Department.
We provide information on data utilization and digital technologies useful for companies primarily engaged in B2B business to rethink their future operations.