JTB aimed to establish a new sales model that digitally centralizes sales touchpoints throughout the customer purchasing process. By leveraging marketing automation (MA) functions and other tools based on customer information (CRM) accumulated in its corporate platform*, the company sought to further enhance this model. While the introduction of the corporate master database LBC enabled the integration and maintenance of customer masters, the company faced the following challenges in visualizing individual customer information, overall customer touchpoints, and relationships.

1. Due to objectives for implementation and cost-effectiveness, some companies or organizations limited the number of users or set restrictions on the number of business cards scanned, which hindered the utilization of individual customer information in face-to-face sales.
2. Captured business card information was managed as lead data that could not be accessed via the Salesforce licenses (Platform licenses) used for face-to-face sales, forcing staff to continue managing customer information through manual entry.
3. Manual entry of customer information by users who did not utilize business card management software led to issues regarding data accuracy and operational efficiency.

To address these challenges, we introduced mSonar and SideSonar, which allow for the integrated management of customers across the entire market. By enabling the same information to be viewed in both Salesforce and Account Engagement (formerly Pardot), we promoted data utilization.
*Note: Corporate Platform refers to the digital infrastructure built by JTB on Salesforce to centralize operations, information, and management.

[Overview Diagram]

Benefits of Implementation

1. With mSonar, the number of business card management software users has expanded to 4,800, approximately three times the previous figure, enabling company-wide sharing of acquired business card information.
2. By automatically integrating mSonar and SideSonar with Salesforce, we ensure that the latest, well-maintained data is always available for use.
3. mSonar enables the visualization and centralized management of contact information for companies with which there has been no prior engagement.
4. Implemented Side Sonar for 700 employees, primarily focusing on management in sales and marketing departments. This enabled the identification of customer needs that were previously invisible through traditional field sales.
5. Realized integrated sales by visualizing customer touchpoints and leveraging our extensive field sales talent and multi-location advantages.

Through these initiatives, we have made it possible to utilize customer-related data from both digital and physical perspectives, creating a foundation that deepens customer understanding and improves the efficiency of sales activities.

*Side Sonar will be discontinued for new subscriptions as of February 2025. Analysis and list creation functions have been transitioned to PLANSonar, and CRM/SFA enhancement functions have been transitioned to GuideSonar.