Use Cases by Objective
New Approach Lists
Group Strategy
Digital
Marketing
Client Information Registration
Data Cleansing
Corporate Attribute Analysis
SFA/MA Optimization
Business Card Data Integration
Credit and Client Screening
Use Cases by Department
Sales Department
Inside Sales
Department
Marketing &
Corporate Planning Department
IT Department
Administrative Department
Use Cases by Tool
Meeting Sonar
Improved Customer Satisfaction
System and Software Development, Specialized Trading and Wholesale, Home Appliances and OA Equipment
INTERVIEWEE
Since its founding, OTSUKA CORPORATION has remained committed to the pursuit of customer satisfaction, working closely with clients to achieve mutual growth. Famous for its TV commercials for the office supply mail-order service 'Tanomail,' the company achieved consolidated net sales exceeding 861 billion yen in fiscal year 2022. As an IT solution provider that resolves customer challenges, they offer comprehensive, one-stop services and support. In this article, we introduce the implementation, utilization, and future prospects of uSonar at OTSUKA CORPORATION.
Challenges Before Implementation
Reasons for Implementation
Results Achieved
Challenges Before Implementation
Meeting the Increasingly Diverse Needs of Customers in a Changing Market
OTSUKA CORPORATION continues to grow by leveraging IT to enhance productivity. Managing their B2B transactions is reportedly a massive undertaking.
Otani
"We have been utilizing our own proprietary SFA for 20 years. We conduct business with 290,000 companies annually, and when including new prospects, we engage with 3.3 million customers each year."
You were early adopters of IT for sales management. OTSUKA CORPORATION is known for its detailed, region-specific sales activities, where you listen to customer pain points and challenges, provide optimal proposals, and support customer growth.
Otani
"Even in a challenging economic environment, to grow stably and sustainably alongside our customers, we must respond to customer needs that are diversifying with the times. To provide information tailored to those needs, it is essential to engage in touchpoint activities that detect not only the management challenges of our customers but also industry trends and operational issues across various departments."
Key Reasons for Implementation
"The Value of Enriching Our Know-How with LBC Data"
As you developed your sales IT strategy, you placed great importance on the information gained through customer touchpoints. You recognized the benefits of implementing uSonar's corporate database, 'LBC,' across several departments that interact with customers.
Otani
"We realized that by enriching our SFA customer data with LBC information, we could grasp not only the current challenges of our customers—which were previously invisible through sales touchpoints alone—but also their future challenges in realizing their long-term visions. We are confident that by sharing this customer intelligence across various channels, we can transcend departmental boundaries, leverage our comprehensive capabilities, and provide total solutions that optimize the entire customer experience, thereby solving the core of their challenges and supporting their growth. This conviction led to our decision to implement the system."
Endo
From a marketing department perspective, it is essential to provide 'office-wide' solutions tailored to both existing and prospective clients. I felt that by integrating with LBC, we can better leverage our strengths through data cleansing and the visualization of previously unseen areas, which leads to the maintenance and expansion of our business relationships.
Nakai
As a department focused primarily on telephone-based customer engagement, I felt that by consolidating our SFA data with LBC data, we can deliver appropriate information to our clients, even without seeing their faces or their office environments.
Implementation Benefits
Improved Customer Relationships Through the Delivery of Relevant Information
Specifically, what benefits have you experienced since implementing uSonar's LBC?
Endo
When sending optimal information via email to clients who have opted in, we are now able to categorize client needs from various angles—including transaction status, industry, company size, and insights from LBC Story—allowing us to better understand client responses.
Nakai
When approaching customers by phone, it is easier to develop hypotheses such as 'the customer likely has this specific challenge' or create sales scenarios like 'proposing this solution will lead to a business meeting.' This has led to an improvement in call quality for our call center members and an increase in our effective sales meeting rate.
Future Utilization
Expectations for Further Quantity and Quality of Attribute Information to Solve Customer Challenges
We would like LBC to continue playing an important role in our future sales strategy. What are your expectations?
Otani
uSonar Co., Ltd. is implementing various innovations. Regarding LBC corporate information, we look forward to further quantity and quality of attribute information. We would like you to continue refining those areas.
Endo
To leverage this for our digital marketing, we would like you to constantly update information and strengthen customer segmentation functions based on current trends. By doing so, we aim to increase the number of annual transaction companies and build a more win-win relationship with our customers.
Nakai
It would be helpful if you could strengthen information regarding the IT environments and anticipated challenges of potential customers with whom we do not yet have a business relationship. We aim to be a department that can identify and solve the challenges of customers, even those with whom we do not currently have an existing relationship.
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SME Approach, New Business Development, Digital Marketing, Attribute Assignment
Intent Data, DX, Digital Marketing
Accelerating Sales DX, Reducing Data Maintenance Man-Hours, New Business Launch
Business Card Management, Email Marketing, Sales DX
Group Data Integration, Business Card Management, Data Maintenance
New Business Development, Business Card Management, Logistics DX
New Sales Prospect Lists, Business Card Management, Intent Data
SME Approach, New Business Development, Digital Marketing, Attribute Assignment
Intent Data, DX, Digital Marketing
Accelerating Sales DX, Reducing Data Maintenance Man-Hours, New Business Launch
Business Card Management, Email Marketing, Sales DX
Group Data Integration, Business Card Management, Data Maintenance
New Business Development, Business Card Management, Logistics DX
New Sales Prospect Lists, Business Card Management, Intent Data
SME Approach, New Business Development, Digital Marketing, Attribute Enrichment
Intent Data, DX, Digital Marketing
Accelerating Sales DX, Reducing Data Maintenance Man-Hours, New Business Launch
Business Card Management, Email Marketing, Sales DX
Group Data Integration, Business Card Management, Data Maintenance
New Business Development, Business Card Management, Logistics DX
New Sales Prospect Lists, Business Card Management, Intent Data
