Toyo Keizai Seminar 2020

Case Study Session 1

KDDI’s Digital × Customer Experience × Management Strategy

Toward a New Era of Telecommunications

KDDI
Digital Marketing Department
Director
Mr. Shinya Inoue

Mr. Inoue spoke about the Digital Marketing Department’s initiatives under the keyword “connect.” KDDI’s au business operates on a recurring revenue model, offering services centered on telecommunications alongside finance, entertainment, and commerce. In such a model, maintaining ongoing customer relationships is critical.

While improving customer experience offers significant value potential, its contribution to the company can be difficult to quantify. KDDI therefore focuses on helping customers rediscover the company’s value, connecting customers to the services they truly need, reducing customer effort so services can be used smoothly, and strengthening customer touchpoints.

For example, in the “Zutto, Motto, Tsunagu zo.” (“Always, Even More, We’ll Keep You Connected”) campaign, KDDI promoted long-standing initiatives such as “Signal Support 24,” which ensures customer follow-up within 24 hours of receiving reports about poor signal quality, as well as disaster-response efforts. These initiatives were communicated through TV commercials, social media, and owned media.

KDDI also promoted its flat-rate international data service “Sekai Data Teigaku,” which allows customers to use their usual au smartphones overseas instead of renting Wi-Fi routers, through personalized advertising targeted at travelers and businesspeople interested in overseas travel.

Mr. Inoue emphasized that improving digital customer experiences requires collaboration across internal departments, and that driving internal digital transformation and breaking down organizational silos will become increasingly important. He also noted that the commercialization of high-speed, high-capacity 5G networks will expand service possibilities, expressing his desire to help companies generate ideas that connect their products and services with customers through telecommunications.

Case Study Session 2

“Customer-First” as the Key to Business Growth:

Digital Transformation at Sumitomo Mitsui Card

Sumitomo Mitsui Card
Executive Officer
Marketing Division
General Manager
Mr. Takeya Sasaki

With the push toward a cashless society gaining momentum, Mr. Sasaki discussed Sumitomo Mitsui Card’s customer-centric digital initiatives. The company optimized its previously chaotic, request-driven website using technologies such as access data analysis, leading to improved card application conversion rates. Starting with the website, they promoted a cross-channel customer experience (CX).

First, customer touchpoints and deliverable customer value were mapped along the customer journey, and optimal communication was designed for each stage. Immediately after card enrollment, customers receive clear explanations of basic usage. Later, customers who used the card for e-commerce are informed of the benefits of using it at physical locations such as convenience stores. These usage-based communications were executed using marketing automation (MA) tools, contributing to higher usage rates and transaction values.

Verification results were reported to executive management meetings, raising internal awareness of CX. The mobile app was also redesigned with a strong focus on usability. By analyzing online behavior and sending emails to users searching for information, the company aimed to create situations where customers “don’t need to make phone calls,” reducing both call center volume and costs. Mr. Sasaki concluded that “alignment within the organization is essential for CX promotion,” and emphasized evolving marketing activities through the delivery of optimal CX led by the marketing division.

Product Session

A Customer Experience Management Platform That Creates Customer Value

Adobe Systems
Customer Solutions Group
Product Evangelist & Senior Solution Consultant
Mr. Keisuke Anzai

Mr. Anzai emphasized the importance of “delivering optimal personalized experiences through the effective use of data.” He outlined four key actions companies should take: understanding customers through customer data, delivering optimal experiences using AI, verifying the effectiveness of personalization, and delivering optimized content tailored to multiple channels.

Rather than relying solely on demographic attributes, he recommended utilizing web browsing data that can be obtained without user registration. He introduced cases where recommendations based on viewed products or articles achieved high effectiveness. While rule-based personalization set by humans offers alignment with company strategy, it also risks bias; therefore, he encouraged the use of AI and machine learning. Data shows that AI-driven personalization often outperforms rule-based approaches, underscoring the need to validate personalization effectiveness.

To deliver optimal content across devices such as PCs, smartphones, apps, and IoT-enabled appliances, Adobe supports unified experiences using IDs, as well as app-based enhancements to in-store experiences. He highlighted that Adobe Experience Cloud provides a comprehensive suite of products for orchestrating personalized customer experiences.