Chugin Financial Group Adopts uSonar to Achieve Advanced Data Utilization

In its medium-term management plan, Chugin Financial Group has established a policy for its corporate division to "pursue timely approaches tailored to the customer's stage and management challenges." To achieve this, the group aims to advance data utilization and establish a system for identifying potential needs through non-face-to-face channels. As part of this initiative, the group is promoting corporate email marketing. In striving for "One-to-One Marketing" to deliver precise information to each customer, the group faced a challenge: the corporate email addresses in its possession lacked detailed information such as department or job title, making it impossible to analyze needs based on roles or areas of responsibility and preventing the delivery of optimized advertising emails. To solve this, the group focused on the business card information exchanged by sales representatives. After evaluating business card management tools to utilize this information for sales across the entire group, they adopted the corporate information and business card management application "mSonar" for 5,000 IDs. Furthermore, they implemented "PLANSonar" to enable personalized email delivery and sales activities based on the potential needs of corporate clients to realize their "One-to-One Marketing" goals.

After comparing with other services, we decided to implement uSonar based on the following points.

1. High Comprehensiveness of LBC and Efficiency in Data Centralization

The corporate database LBC* from uSonar is a comprehensive database covering 12.5 million companies nationwide, ranging from large corporations to sole proprietorships. Since mSonar is a tool equipped with this LBC, we determined that it would enable more multifaceted sales activities utilizing corporate data, rather than just digitizing business cards. Furthermore, LBC serves as a common key when centralizing data scattered across multiple systems, and its ability to realize efficient data matching was also highly evaluated. As a result, it is expected to be utilized for data integration among the companies of Chugin Financial Group, Inc.

2. Sales Activities That Capture Potential Customer Needs and Timing

Chugin Financial Group, Inc. also implemented PLANSonar to realize sales activities based on potential customer needs that were previously difficult to grasp. By creating lists from business card information consolidated in mSonar, PLANSonar allows for the addition of qualitative information such as customer interests—including 'companies interested in DX' or 'companies active in decarbonization management'—in addition to basic attributes like industry and company size. This makes it possible to deliver personalized emails to each customer. Additionally, we evaluated PLANSonar for its ability to create highly accurate targeting lists by utilizing intent data that can capture potential customer needs and timing.

3. Implementation Effects Realized During the Trial

During the trial prior to the implementation of uSonar, we combined registered business card data with the interest information from uSonar's corporate database to create lists and send emails. The results showed higher email open rates and content click-through rates compared to previous distributions. This confirmed that utilizing uSonar services brings us closer to realizing One-to-One marketing. Furthermore, we conducted a trial of mSonar at branches of The Chugoku Bank, Ltd. Many corporate sales representatives commented that 'the information in mSonar was useful for gathering information on new business prospects,' confirming that uSonar's corporate database can be effectively utilized in the field.

Future Outlook

Moving forward, we will advance the sophistication of our intent data utilization, such as interest information inferred from the web behavior of our business partners. This is expected to improve the accuracy of our customer approach by enabling us to provide information better suited to our customers at the appropriate time. Additionally, in the medium-term management plan of Chugin Financial Group, Inc., we aim to strengthen our group sales structure. By utilizing LBC to promote the centralized management of customer data across Chugin Group companies and strengthening our group sales structure, we will promote more comprehensive and efficient sales activities. Furthermore, we anticipate building a further data utilization foundation by integrating the Salesforce environment with uSonar.

The Chugin Group aims to provide comprehensive financial services as a Co-Creation Partner for our regional customers. We believe that advancing the sophistication of data utilization is essential to realizing service delivery that addresses the specific management challenges of each customer. By leveraging the corporate database of uSonar, we expect to identify previously unrecognized customer needs and improve the precision of our approach in future sales activities. Furthermore, we look forward to using LBC in the future to centrally manage customer information across the entire group, thereby establishing a system that allows us to respond to customer needs as a unified group.

Chugin Financial Group, Inc. is the holding company of The Chugoku Bank, Ltd., which is headquartered in Okayama Prefecture. Since its establishment in 1930, The Chugoku Bank has developed alongside the local community. In 2022, Chugin Financial Group was established. The Chugin Group aims to transform into a corporate group that practices personalized problem-solving for each customer, with the goal of building a sustainable business model that develops mutually with the local community and our customers.
Site URL: https://www.chugin-fg.co.jp

Note: LBC is a corporate database from uSonar that assigns an 11-digit management code to business establishments across Japan. It links and centrally manages a wealth of corporate attribute information, including industry, sales, profit, number of employees, and fixed IP addresses. By matching client data with LBC, it enables precise targeting excluding existing business partners.
https://usonar.co.jp/service/usonar/index.php#serviceLbc

Contact for this inquiry: uSonar Co., Ltd. Public Relations (Hiyama/Sawada)
Email: pr@usonar.co.jp