Chugin Financial Group, Inc. Implements 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 a timely approach tailored to the customer's stage and management challenges." To achieve this, the group aims to advance its data utilization and establish a system for identifying latent needs through non-face-to-face channels. As one of its initiatives, the group is promoting corporate email marketing. In striving for "One-to-One Marketing" that delivers precise information to each customer, the group faced the challenge of being unable to analyze needs based on job titles or areas of responsibility, or to deliver optimized advertising emails, because the corporate email addresses they held lacked detailed information such as department or job title. To solve this, they focused on the business card information exchanged by sales representatives. After considering the implementation of a business card management tool 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 realize personalized email delivery for "One-to-One Marketing" and to enable sales activities based on the latent needs of corporate clients.

After comparing services from other companies, the decision to implement uSonar was based on the following points.

1. High Comprehensiveness of LBC and Efficiency in Data Unification

The uSonar corporate database "LBC" is a comprehensive database covering 12.5 million entities nationwide, ranging from large corporations to sole proprietorships. Since mSonar is a tool equipped with this LBC, it was determined that it would enable more multifaceted sales activities utilizing corporate data, rather than just "digitizing business cards." Furthermore, LBC was valued for its ability to serve as a common key when unifying data scattered across multiple systems, enabling efficient data matching. This is expected to be utilized in data integration across various Chugin Financial Group companies.

2. Sales Activities That Capture Customer Latent Needs and Timing

Chugin Financial Group also implemented "PLANSonar" to realize sales activities based on customer latent needs that were previously difficult to grasp. By creating lists from business card information consolidated in mSonar, PLANSonar allows for the addition of attributes including qualitative information such as customer interests—for example, "companies interested in DX" or "companies active in decarbonization management"—in addition to basic attributes like industry and company size. This enables the delivery of personalized emails to each customer. Additionally, because PLANSonar utilizes intent data that can capture a customer's latent needs and timing, the ability to create highly accurate targeting lists was also a key factor in the decision.

3. Realizing the Benefits of Implementation Through a Trial

During the trial conducted before implementing uSonar, we created a list by combining our registered business card data with the interest and intent information contained in the uSonar corporate database. When we executed an email campaign using this list, we achieved higher email open and content click-through rates compared to our previous campaigns. This experience convinced us that utilizing uSonar services would bring us closer to achieving One-to-One marketing. Furthermore, we conducted a trial of mSonar at branches of The Chugoku Bank. We received numerous comments from corporate sales representatives stating that the information provided by mSonar was highly valuable for gathering intelligence on new business prospects, confirming that the uSonar corporate database can be effectively utilized in frontline sales operations.

Future Outlook

Moving forward, we will advance the sophistication of our intent data utilization, including interest information inferred from the web behavior of our business partners. This is expected to enable us to provide more relevant information to our customers at the optimal time, thereby improving the precision of our customer approach. Additionally, in the medium-term management plan of Chugin Financial Group, Inc., we aim to strengthen our group-wide sales structure. By leveraging LBC to centralize customer data across all Chugin Group companies, we intend to enhance our group sales framework and promote more comprehensive and efficient sales activities. Furthermore, we anticipate building a more robust data utilization foundation by integrating the Salesforce environment with uSonar.

At the Chugin Group, we aim 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 uSonar corporate database, we expect to identify customer needs that were previously overlooked and improve the precision of our approach in future sales activities. Furthermore, we look forward to using LBC to centralize customer information across the entire group in the future, which will help us establish a structure that allows the group to work as one to meet our customers' needs.

Chugin Financial Group, Inc. is the holding company of The Chugoku Bank, which is headquartered in Okayama Prefecture. Since its establishment in 1930, The Chugoku Bank has developed alongside the local community. In 2022, the company established Chugin Financial Group, Inc. The Chugin Group aims to transform into a corporate group that practices problem-solving tailored to each individual 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

* LBC is a corporate data service provided by uSonar that assigns an 11-digit management code to business establishments across Japan. It centralizes a wealth of corporate attribute information, such as industry, revenue, profit, number of employees, and fixed IP addresses. By matching your business partner data with LBC, you can enable precise targeting that excludes existing business partners.
https://usonar.co.jp/service/usonar/index.php#serviceLbc

For Inquiries Regarding This Matter: Public Relations, uSonar Co., Ltd. (Hiyama/Sawada)
Email: pr@usonar.co.jp