Improved Customer Satisfaction

By Providing Relevant Information to Customers, We Have Improved Our Customer Relationships

OTSUKA CORPORATION

System and Software Development, Specialized Trading and Wholesale, Home Appliances and OA Equipment

INTERVIEWEE

Toshio Otani, Senior Executive Officer, Sales Division
Momoe Endo, Assistant GM, Tanomail Marketing Department, Tanomail Division
Teru Nakai, Assistant GM, Inside Business Center

Since its founding, OTSUKA CORPORATION has consistently focused on the pursuit of customer satisfaction, working closely with clients and growing alongside them. Famous for the TV commercials of its office 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
- Meeting the Diversifying Needs of Customers in Line with Changing Times
Reasons for Implementation
- The Value of Integrating LBC Information with Our Internal Know-How
Results Achieved
- Improving Customer Relationships by Providing Relevant Information

Challenges Before Implementation

We Want to Meet the Diversifying Needs of Our Customers in Line with Changing Times

OTSUKA CORPORATION continues to grow by leveraging IT to improve productivity. Managing B2B transactions must be 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 every 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 their growth.

Otani

To grow stably and permanently alongside our customers, even in a challenging economic environment, we must respond to the needs of our customers, which are diversifying with the times. To provide appropriate information that meets customer 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 Enriching Our Know-How with LBC Data

As we developed our sales IT strategy, we placed significant 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 enriching our SFA customer information with LBC data, we realized that we could grasp not only the current challenges our customers face—which were previously invisible through sales touchpoints alone—but also the future challenges they must overcome to realize their long-term visions. We are confident that by sharing this customer intelligence across various channels, we can transcend departmental silos, leverage our collective corporate strengths, and provide holistic, optimized proposals. This allows us to solve the core issues our customers face and support their growth, which led to our decision to implement the system.

Endo

From a marketing perspective, it is essential to provide 'office-wide' solutions tailored to both existing and prospective customers. I felt that by integrating with LBC, we could better leverage our strengths through data cleansing and the visualization of previously hidden insights, ultimately leading to the maintenance and expansion of our business relationships.

Nakai

As a department that primarily interacts with customers via telephone, I felt that by merging our SFA data with LBC data, we could deliver appropriate information to our customers even without seeing their faces or office environments.

Implementation Results

Improving Customer Relationships by Providing Relevant Information

What specific 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 classify 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 about their potential challenges and create sales scenarios, such as which solutions might lead to a successful meeting. This has led to improvements in call quality for our call center members and an increase in our effective sales meeting rate.

Future Utilization

Solving Customer Challenges: Expectations for Further Quantity and Quality of Attribute Information

We believe LBC will continue to play an important role in our future sales strategy. What are your expectations?

Otani

uSonar Co., Ltd. implements various innovations. Regarding LBC corporate data, what we seek is a further increase 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 enhance 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 understands their pain points and provides solutions.

Article Published: August 9, 2023

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By Providing Relevant Information to Customers, We Have Improved Our Customer Relationships

OTSUKA CORPORATION

Consult with uSonar

Other Case Studies

Kuze Co., Ltd., a Major Food Wholesaler, Achieves Sales DX and Customer Data Strategy Success on the Third Attempt Transforming Business Models Through Integration of kintone and uSonar

freee Implements PLANSonar to Improve Salesforce Data Foundation Accuracy: Achieving High-Precision Enrichment of SMB Information and Advancing Data-Driven Marketing Strategies

Konica Minolta Japan Implements PLANSonar and GuideSonar to Strengthen Marketing Strategy Covering Everything from Business Sites to SMBs, Including Intent Data Utilization

Leverages Adopts uSonar for Sales DX in IT and Healthcare Sectors: Reducing Data Maintenance Man-Hours by 95% and Building a Rapid Field Support System

Chugin Financial Group, Inc. Adopts uSonar to Achieve Advanced Data Utilization ~ Leveraging mSonar and PLANSonar to Realize One-to-One Marketing ~

Visualizing Connections and Transactions Through a Group-Wide Data Utilization Strategy: How Centralizing Client Data with mSonar Evolved Proposal Capabilities

Seino Transportation Adopts uSonar to Promote Sales Transformation ~ Improving Target Selection Challenges and Demonstrating the Value of Corporate Data Utilization ~

Food Wholesaler Kuze Achieves Sales DX and Customer Data Strategy Success on the Third AttemptTransforming Business Models Through kintone and uSonar Integration

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Chugin Financial Group, Inc. Adopts uSonar to Achieve Advanced Data Utilization ~ Leveraging mSonar and PLANSonar to Realize One-to-One Marketing ~

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Seino Transportation Implements uSonar to Drive Sales Transformation — Improving Sales Targeting Challenges and Demonstrating Success in Establishing Corporate Data Utilization —

Major Food Wholesaler Kuze Achieves Sales DX and Customer Data Strategy Success on the Third AttemptBusiness Model Transformation Achieved Through Integration of kintone and uSonar

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Seino Transportation Adopts uSonar to Promote Sales Transformation
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Chugin Financial Group, Inc. Adopts uSonar to Achieve Advanced Data Utilization
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Seino Transportation Implements uSonar to Drive Sales Transformation
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Major Food Wholesaler Kuze Achieves Sales DX and Customer Data Strategy Success on the Third Attempt
Business Model Transformation Achieved Through Integration of kintone and uSonar

Konica Minolta Japan Implements PLANSonar and GuideSonar to Strengthen Marketing Strategy
— Covering Everything from Business Sites to SMEs, Including Intent Data Utilization —

Chugin Financial Group, Inc. Implements uSonar to Advance Data Utilization
— Leveraging mSonar and PLANSonar to Realize One-to-One Marketing —

Seino Transportation Implements uSonar to Drive Sales Transformation
— Improving Sales Targeting Challenges and Demonstrating Success in Establishing Corporate Data Utilization —