Consumers Cooperative Fukui
≪Oboshi Award≫ |
| Union
members advanced-communication model |
| As a cooperative association
having a theme for relation built on long-term
relationship with the union members who mainly
run a nonstore enterprise, they utilize cell-phone
text-messaging and the call center effectively
to strengthen the relationship with union members.
They send coupons and distribute information user
needs to mobile phones at the same time. These
detailed responses and “Step up reduction system”,
which is the more you use the more you become
reduced system, are the success to expand the
loyal customers. |
JIMOS Co., Ltd.
Contact center Division |
| Customer
support optimization model |
| They are mail-order support
center mainly on cosmetics, growing their “Imagination”
by focusing on “Imagination for customers”, “Imagination
for comrades”, and operators participate in the
business planning. These create a high motivated
organization. Moreover, they make effective use
of skill-based routing technology which maximizes
the utilization of individual skills. The result
shows development in business operation with high
motivation without providing incentives. The call
center is advanced and well-established as an
organization. |
KOBAYASHI
Pharmaceutical Co., Ltd.
Consumer Relations Division |
| Realization
of VOC with Top management and Service Desk |
| It is a typical example of
VOC to make use of putting customer’s inquiries
and suggestions for product development and improvement
into practice. Moreover, it is to their credit
that the top management takes the lead in holding
meetings with ideas for customer centric management
and showing results by taking advantage of it
in various product development and product improvement.
They also focus on improving the quality of the
response to customers, the rate of receiving calls,
hearing techniques, and the expertise of making
advice. It may be said that these are examples
showing that CRM activity contributes to management. |
| Kumamoto
City (Higomaru call) |
| Citizens’
view based call center model |
| Higomaru call is a community-based
call center made from a view point of citizens.
They have been making meticulous efforts by checking
and filling a gap between the citizen's and the
city staff viewpoints in the call center. Additionally,
they have been providing information in the FAQ
to encourage citizens to answer their own questions.
They also utilize the call center as the service
representative which citizens could casually ask
any questions about their civilian life. By this
call center establishment, there could reduce
the call volume in each event than usual and curb
the city staff increase. |
| KVH Co. Ltd. |
| Infrastructure
business support model |
| This is a case that introduces
and utilizes a CRM system extensively in the infrastructure
business of the communication/IT management area.
The CRM system streamlines the support process
and reduces investment for the expansion of the
business. In addition, they put together an organization
for the achievement of KPI for immediate support
in case of its service failure, which improves
the customer service and that has been showing
successful results by receiving additional orders. |
| Nikko Cordial
Securities Inc. |
| Sales
integrated contact center model |
| In spite of many restrictions
in the financial industry, they are given an enormous
credit. They moved one step further from their
award last year which was focusing on the contact
center. They reformed the structure of management
of business, adding vision of sales center and
channel mix. VOC collection & analysis of
each touch point is moving ahead and interactional
approach has been consistently-effective. Using
this system as a foundation, we expect that the
structure will improve to meet growing “expectations”
of customers in the years ahead. |
Panasonic
Corporation
Digital AVC Products Marketing Division, CRM Promotion
Office |
| Advanced
unified brand operation model |
| This is an excellent example
of building a web site for the corporation name
change from Matsushita Electric Industrial Co.,
Ltd into Panasonic Corporation as unified brand.
It is valued that the major company took initiative
to make efforts for unified brand-building. It
would appear that it will be challenging to coordinate
internal related departments with the activity
and how they utilize this system. Users can register
their purchased products at Club Panasonic. It
is expected to be advanced furthermore, if they
could make another approach and suggestions to
the users. |
RECRUIT CO.,
LTD.
Customer Satisfaction Management Office |
| Collaborative
CS promotion model |
| This is a realized collaboration
case that connects users of the information magazines
and the internet users published by Recruit. The
independent CS promotion department solves the
assignment by setting reliable KPI and using VOC
gathered from the information magazines and the
internet. CS promotion department support sales
in the process and encourage new suggestions that
correspond to customer needs to clients. This
creates “collaboration” loop that gives new business
to clients and satisfaction to customers. It is
valued that this is organized. |
Ricoh Company,
Ltd.
Ricoh Global Services Business Center, Global
Marketing Group |
| Global
sales integrated model |
| This is an excellent case
that supports CRM activities for a huge multinational
leading company in 5 regions in a cross-sectoral
manner. They make use of what they have as a multinational
company and pursue the needs and support increase
in sales and provide consistent service. Various
measures can be seen such as combining CRM system,
education for knowledge and skills which are necessary
for global sales, and combining what they have
to prepare at the HQ with things you have to complement
in each region. |
Rinnai Corporation
Administration Division, e Business Promotion
Office |
| Customer
analysis examination model by academic-industrial
cooperation |
| This is a good example that
has a trial of customer analysis, undertaking
the joint study with the university. They defined
the loyal customers by putting related elements
into variables and build the basis of promotional
activities by making use of their featuring support
system which is after-sales checkup. Moreover,
they built the system for collecting voice of
customers on direct online sales site. It is expected
that accuracy improvement of modeling and better
suggestions should be made to customers in the
future. |
Sapporo
Maruyama Zoo
≪Fujisankei Business i award≫ |
| Customer
participating event model |
| This is a case of making sweeping
changes to create a new zoo in full strength including
top management, by taking advantage of their reproduction
technique, conveying a message such as the importance
of life and environmental issues of habitat. The
zoo changed the visitors’ behavior to participate
events aggressively by providing experience and
impression. As a result, the visitors increased
and the rate of repeat visitors improved. It is
thought-provoking that they did not introduce
the integrative CRM system, but succeeded in building
relation with customers without depending on IT. |
| Shiseido
Co., Ltd. |
| Integrated
real time BI model |
| Shiseido recently receives
attention by reconsidering its customer strategy.
It was stunning news that the quota was abolished
for beauty experts and sales staffs. It seems
that this system was built under the word of their
president, “It is the time for competition in
CS rather than sales.” This time, we appraised
them for the integration of more than 200 systems
and data and construction of the large-scale marketing
system that enabled prompt actions of the staff.
The important point is the consistency with the
customer correspondence strategy that is mentioned
above. |
Vision Inc.
Web strategy Div. |
| Sales
outsourcing model |
| They build a business strategically
that matches service providing companies with
end users. Mainly sales representative for the
service providing companies and they also provide
added value for end user’s “procurement.” Moreover,
they utilize IT. Besides making use of existing
sales support system in providing their own service,
they make proposals of SNS and Web to the service
providing companies aggressively. The business
scheme will enable strategic proposals for end
users in the future. |
