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Meeting Sonar
Last Updated: November 12, 2025
Hello! This is Watanabe from the uSonar Marketing Team.
Today, we are sharing the highlights of the panel discussion held at the 3rd Data-Driven DX Forum, hosted by uSonar at the Imperial Hotel on October 1, 2025, featuring guest speakers from Duskin Co., Ltd. and Panasonic Electric Works Co., Ltd.
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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. Eiden Tahara
Duskin, where Mr. Baba works, 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.
Mr. Baba noted that because the company has been operating since before the era of personal computers, they faced significant challenges in grasping the current status of their customers, even within their B2B business alone. Data was managed separately by business unit, leading to data silos and preventing cross-business data utilization. Furthermore, corporate and store data had not been consolidated, resulting in duplicate records.
Duskin adopted uSonar to centralize data across the entire group. Because Duskin requires management at the branch office level, they selected uSonar's corporate database for its comprehensive 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 their sales support tools, they enabled the practical use of data in the field. 
Additionally, they are using intent data to track customer behavior and score their interests, which is expected to drive further success in field sales.
Mr. Tahara belongs to Electric Works, which follows the lineage of the former Matsushita Electric Works.
The company specializes in B2B operations, offering a wide range of products including lighting equipment for residential and non-residential office use, wiring devices such as switches and outlets, fuel cells, and gas meters.
They have been using CRM (Salesforce) for approximately five years to manage the stakeholders involved from the point of product installation to actual usage, and the entire group is committed to digital transformation. 
Mr. Tahara explains that a major internal initiative driving the adoption was the attempt to manage client and facility information through a master database. During this process, the following challenges were identified:
・ Lack of standardization in data granularity and formatting rules
・ Incompatibility with existing master data
・ Absence of a data maintenance culture
Mr. Tahara selected uSonar after evaluating various other services, citing the high match rate with the company's own data as the primary reason.
Following the implementation of uSonar, the accuracy and validity of the data improved from 89.4% to 97%.
Furthermore, the number of incomplete records decreased, and the number of records with duplicates was reduced to zero.
Previously, each group company managed its master data using different rules, which led to data inconsistencies.
The corporate data provided by uSonar is now connected to the client and facility master databases used by each company, 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
We are the uSonar Editorial Department.
We provide information on data utilization and digital technologies useful for considering future business operations, primarily for companies engaged in B2B business.
uSonar is utilized by various companies
across all industries and sectors.
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