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 DX Forum Accelerated by Data," hosted by uSonar at the Imperial Hotel on October 1, 2025, featuring representatives from Duskin Co., Ltd. and Panasonic Electric Works Co., Ltd.
Table of Contents
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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
Mr. Baba's company, Duskin, was one of the first in Japan to adopt a franchise system.
The company operates a wide range of businesses, including DUSKIN and Mister Donut, totaling 14 distinct sectors. These operations include both B2B and B2C models.
Having operated since before the era of personal computers, Mr. Baba noted that even within their B2B division alone, there were significant challenges in gaining a clear understanding of the current customer landscape. Because data was managed separately across multiple business units, data silos emerged, preventing cross-functional 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. Since Duskin requires management at the sales office level, they selected uSonar's corporate database for its comprehensive location information.
The benefits of implementing uSonar extended 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 application 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 is affiliated with Electric Works, a company that carries on the legacy of the former Matsushita Electric Works.
The company specializes in B2B operations, offering 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 a CRM (Salesforce) for approximately five years to manage the stakeholders involved from product installation to actual usage, and the entire group is committed to digital transformation. 
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.
Challenges identified included:
- Inconsistent data granularity and formatting rules
- Lack of alignment with existing master data
- Absence of a data maintenance culture
Mr. Tahara selected uSonar after evaluating various services, citing the high match rate with their internal data as the primary reason.
Following the implementation of uSonar, the accuracy and validity of their data improved from 89.4% to 97%.
Additionally, they achieved a reduction in incomplete records and successfully eliminated all duplicate records.
Previously, each group company managed its master data under different rules, leading to data fragmentation.
uSonar's corporate data is now connected to the master data for business partners and facilities used by all companies, facilitating 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 rethinking future business operations, primarily for companies engaged in B2B business.
uSonar is utilized by various companies
across a wide range of industries and sectors.
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