Seminar Report
The 3rd DX Forum Accelerated by Data
Featuring Panel Discussions with Two User Companies

Last Updated: November 12, 2025

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

Table of Contents

1Speaker Introduction

2Duskin

3Panasonic Electric Works Co., Ltd.

Speaker Introduction

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

From Left to Right

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

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

Duskin

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.

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 alone, 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 entries.
Duskin adopted uSonar to centralize data across the entire group.
Since Duskin required management at the branch office level, they selected uSonar's corporate database for its comprehensive location information.
The benefits of implementing uSonar went beyond just 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.

Additionally, they are using intent data to track customer behavior for scoring customer interests, which is expected to drive further utilization in field sales moving forward.

Panasonic Corporation, Electric Works Company

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, offering a wide range of products such as lighting solutions for residential and non-residential office spaces, wiring devices like switches and outlets, fuel cells, and gas meters.
They have been utilizing CRM (Salesforce) for approximately five years to manage the stakeholders involved from the point of product installation to actual usage in the field, and the entire group is committed to driving digital transformation.

Panasonic Organizational Chart.PNG

Mr. Tahara explains that a major internal initiative driving the implementation was the effort 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.
The corporate data from uSonar 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

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.