Successfully Organized Corporate Data

Leveraging LBC, one of Japan's largest corporate databases, we successfully organized the corporate data that had been a challenge

SFA/MA Activation
Corporate Attribute Enrichment and Analysis
Core Systems

Hitachi Solutions, Ltd.

Internet-related, System and Software Development, Specialized Trading and Wholesale

INTERVIEWEE

General Manager, Digital Marketing Sales Division
Sales Headquarters, Mr. Kazuo Hata
Deputy General Manager, DiCE Promotion Department
IT & DX Promotion Headquarters, Mr. Masahito Naka

Hitachi Solutions, Ltd. is a company primarily engaged in system integration, providing services ranging from application development and package implementation to infrastructure construction. We spoke with Mr. Kazuo Hata of the Digital Marketing Sales Division under the Sales Headquarters, and Mr. Masahito Naka of the IT & DX Promotion Headquarters regarding the challenges they faced before implementing uSonar, the reasons for its adoption, the resulting benefits, and their future outlook.

Challenges Before Implementation

Inadequate Master Data Required Foundational Improvement

Mr. Hata stated that he began considering the implementation of uSonar when he was the General Manager of Sales Strategy, as he recognized the importance of having a database sufficient for analysis.

Hata

Accurate data analysis is essential for formulating sales strategies. Furthermore, a precise master database is indispensable for accumulating accurate data.
However, at the time, the corporate master database we were using lacked sufficient information and contained duplicates, making it impossible to perform even basic aggregations, let alone analysis. Therefore, we started by focusing on building a new corporate master database.

Additionally, linking personal information to companies was also a significant challenge.

Naka

In B2B business, it is not enough to simply manage personal information; it must be appropriately linked to corporate information to be effectively utilized. Furthermore, in a subscription business, it is necessary to address not only large enterprises but also the SMB sector, which required a precise corporate master database that also covers the SMB market.

This led them to focus on implementing a corporate master database that is sufficient in both quality and quantity.

Deciding Factors for Implementation

Strengthening the Database Through the Use of LBC, Which Offers High Information Coverage

They stated that trying the Customer Data Diagnosis provided by uSonar (formerly Landscape) was the catalyst for implementing uSonar.

Hata

When we actually conducted the Customer Data Diagnosis, the results exceeded our expectations, so we began to seriously consider its implementation.

uSonar is equipped with the LBC corporate database. LBC is one of Japan's largest corporate databases, boasting 12.5 million locations and maintaining group information regarding corporate capital relationships as well as headquarters and branch office connections.
Corporate information is checked daily and updated whenever changes occur, creating a system that consistently maintains high data accuracy and freshness.

Hata

After comparing multiple corporate master databases, we decided to adopt uSonar because it met the coverage requirements we needed for a corporate master and offered a relatively high update frequency for corporate attribute information.
I believe that no other solution surpasses uSonar in terms of its comprehensiveness as a corporate master.

Results Achieved

Corporate Master Data Contributes to Victory at the Salesforce National Utilization Championship

Hitachi Solutions, Ltd. has implemented Salesforce as its CRM/SFA platform. Approximately two years after adopting uSonar in 2021, Hitachi Solutions, Ltd. achieved a brilliant victory at the Salesforce National Utilization Championship hosted by Salesforce Japan Co., Ltd. uSonar serves as the foundation behind their successful Salesforce utilization.

Source: Salesforce "SFUG CUP 2021, 9th Salesforce National Utilization Championship"

Hata

I believe that the reason our Salesforce utilization became so deeply embedded that we became the best in Japan at the Salesforce event is largely due to our use of a corporate master. While it is common for users to manually register accounts in CRM/SFA tools, this often leads to inaccurate information and duplicate entries. To prevent such issues, our CRM/SFA system does not allow users to register accounts manually; instead, they are required to select them from the corporate master.

Maintaining the master data has not only improved Salesforce utilization but has also led to business process transformation.

Hata

By using LBC as our master, we are now able to conduct analysis based on accurate corporate information. If company records are duplicated, it becomes impossible to generate even basic metrics such as the number of transactions or the number of companies. By maintaining the master data, we can now verify accurate figures at any time, which has allowed us to significantly reduce tasks such as data aggregation for meeting materials and meetings held solely for the purpose of verifying figures.

Taking on Further Challenges

Leveraging uSonar as the Foundation for Group-Wide Growth

Hata

I refer to LBC as the 'Master of Masters.' This is because we have positioned it as the foundation for integrating multiple master data sets used independently across various systems. To utilize it as a 'Master of Masters,' the high level of comprehensiveness offered by LBC is an absolute prerequisite. Thanks to LBC, we can now integrate transaction data from all our systems, which enables us to perform analyses from various perspectives and formulate diverse sales strategies.

Looking ahead, they are also considering applying the corporate master data to the Hitachi Solutions Group.

Naka

We plan to expand the success we have achieved in master data management at our company to the entire group. I am confident that by unifying our corporate master data, we will accelerate the sharing of strategies among group companies and establish a foundation that supports the growth of the entire group.

*Service and feature names mentioned are current as of the time of the interview.

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Leveraging LBC, one of Japan's largest corporate databases, we successfully organized the corporate data that had been a challenge

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Seino Transportation Implements uSonar to Drive Sales Transformation
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