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 timely approaches 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 potential needs through non-face-to-face channels. As one of the initiatives to realize this, the group is promoting corporate email marketing. When aiming for "One-to-One Marketing" to deliver precise information to each customer, the group faced a challenge: the corporate email addresses it held 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 introduced "PLANSonar" to enable personalized email delivery for "One-to-One Marketing" and to facilitate sales activities based on the potential needs of corporate clients.

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

1. High Comprehensiveness of LBC and Efficiency in Data Unification

uSonar's corporate database "LBC"* is a comprehensive database covering 12.5 million companies nationwide, ranging from large corporations to sole proprietorships. Since mSonar is 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 cleansing. This is expected to be utilized in data integration across various Chugin Financial Group companies.

2. Sales Activities That Capture Potential Customer Needs and Timing

Chugin Financial Group also introduced "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 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 potential needs and timing, the group also valued its ability to create highly accurate targeting lists.

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 from 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 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. 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, such as leveraging 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 utilizing LBC to centralize customer data across all Chugin Group companies, we will promote more comprehensive and efficient sales activities. Furthermore, we anticipate building a more robust data utilization infrastructure by integrating the Salesforce environment with uSonar.

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

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