Use Cases by Objective
New Approach List
Group Strategy
Digital
Marketing
Client Information Registration
Data Cleansing
Corporate Attribute Analysis
SFA/MA Activation
Business Card Data Integration
Credit and Client Screening
Usage by Department
Sales Department
Inside Sales
Department
Marketing and
Corporate Planning Department
Information Systems Department
Administrative Department
Usage by Tool
Meeting Sonar
Improved Customer Satisfaction
System and Software Development, Specialized Trading and Wholesale, Home Appliances and Office Equipment
INTERVIEWEE
Since its founding, OTSUKA CORPORATION has consistently focused on the pursuit of customer satisfaction, working closely with clients to achieve mutual growth. The company is also well-known for the TV commercials of its office mail-order service, Tanomail. With consolidated net sales exceeding 861 billion yen in fiscal year 2022, the company operates as an IT solution provider that resolves customer challenges through one-stop services and support. This article introduces how OTSUKA CORPORATION implemented and utilized uSonar, as well as their future development plans.
Challenges Before Implementation
Reasons for Implementation
Results Achieved
Challenges Before Implementation
We Want to Meet the Increasingly Diverse Needs of Our Customers in Line With Changing Trends
OTSUKA CORPORATION continues to grow by leveraging IT to improve productivity. Managing B2B transactions must be a massive undertaking, is that correct?
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 meticulous, 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 appropriate information that meets these 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 Factors for Implementation
The Value of Integrating LBC Data with Our Internal Know-How
As you developed your sales IT strategy, you placed great importance on the information gained through customer touchpoints. Several departments that interact with customers recognized the benefits of implementing uSonar's corporate database, LBC.
Otani
By integrating LBC data into our SFA customer information, we realized that 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. As we approach customers through various channels in the future, we are confident that sharing this customer information will transcend departmental boundaries, leverage our comprehensive capabilities, and allow us to provide total, optimized proposals that solve the core issues our customers face, thereby supporting their growth. This conviction led to our decision to implement the system.
Endo
From the perspective of the marketing department, 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 information, which leads to the maintenance and expansion of our business relationships.
Nakai
As a department that primarily interacts with customers via telephone, I felt that by consolidating our SFA data with LBC data, we can deliver appropriate information to customers, even without seeing their faces or their office environments.
Implementation Results
Improved Customer Relationships Through the Provision of Relevant Information
Specifically, what benefits have you experienced since implementing uSonar's LBC?
Endo
When sending optimal information via email to customers who have opted in, we are now able to categorize customer needs from every angle—including transaction status, industry, company size, and insights from LBC Story—allowing us to better understand customer reactions.
Nakai
When approaching customers by phone, it is easier to develop hypotheses such as 'the customer likely has this challenge' or create sales scenarios like 'proposing this solution will likely lead to a meeting.' This has led to improvements in call quality and the effective lead conversion rate for our call center members.
Future Utilization
Expectations for Further Quantity and Quality of Attribute Information to Solve Customer Challenges
We believe LBC will continue to play an important role in our future sales strategy. What are your expectations?
Otani
uSonar Co., Ltd. is implementing various initiatives. Regarding LBC corporate data, we look forward to further improvements in the quantity and quality of attribute information. We hope you will continue to refine those areas.
Endo
To leverage this for our digital marketing, we would like to see constant updates to new information and the strengthening of customer segmentation features based on current trends. By doing so, we aim to increase the number of annual transactions and build a more mutually beneficial relationship with our customers.
Nakai
It would be helpful if you could strengthen information regarding the IT environments and potential challenges of prospective customers with whom we do not yet have a business relationship. Even for non-clients, we aim to be a department that can identify and resolve their pain points.
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Accelerating Sales DX, Reducing Data Maintenance Man-Hours, Launching New Businesses
Business Card Management, Email Distribution, Sales DX
Group Data Integration, Business Card Management, Data Maintenance
New Business Development, Business Card Management, Logistics DX
New Prospect Lists, Business Card Management, Intent Data
Intent Data, Streamlining New Approaches
MA Integration, Streamlining Marketing Activities
Accelerating Sales DX, Reducing Data Maintenance Man-Hours, Launching New Businesses
Business Card Management, Email Distribution, Sales DX
Group Data Integration, Business Card Management, Data Cleansing
New Business Development, Business Card Management, Logistics DX
New Sales Prospect Lists, Business Card Management, Intent Data
Intent Data, New Approach Efficiency
MA Integration, Marketing Activity Efficiency
Sales DX Acceleration, Data Cleansing Efficiency, New Business Launch
Business Card Management, Email Marketing, Sales DX
Group Data Integration, Business Card Management, Data Cleansing
New Business Development, Business Card Management, Logistics DX
New Sales Prospect Lists, Business Card Management, Intent Data
Intent Data: Streamlining New Customer Acquisition
MA Integration: Streamlining Marketing Activities
