Smooth PDCA measurement by utilizing consultation! ｜ Japan Productivity Center
（Left）Japan Productivity Center Mr. Norihito Nishiyama
Smooth PDCA measurement by utilizing consultation!
Japan Productivity Center
| Location | 2-13-12 Hirakawacho, Chiyoda-ku, Tokyo |
|---|---|
| Establishment | Mar.1.1955 |
| Business Activity | Research on productivity, provision of information, dissemination / enlightenment, holding of research meetings / seminars, etc. |
| URL | https://www.jpc-net.jp/ |
Enhance the power of BowNow by utilzing consultation service
Please introduce your company
Mr. Nishiyama: Japan Productivity's business can be broadly divided into two businesses. One is a campaign business such as research, research and symposium related to productivity. And the other is profitable businesses such as consulting, training, seminars and publishing for companies. BowNow is using it to seize the behavior of its customers in this revenue business.
【Challenges・Solution・Results】
- Previously, we used tools from other companies, but they were less utilized
- We didn't know what our customers were doing or who was interested in what
- Those who attended the free seminar could not be guided to the paid seminar
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Switch MA tool to BowNow with simple function
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Utilize consulting services of Mtame Co., Ltd.
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Deliver seminar guide emails, service introductions, survey reports, etc., from BowNow, analyze lead movements
- Accumulating approximately 5,000 leads and operating
- To understand "who is interested in which content"
- I received the seminar application directly from the guide mail
- Increased utilization and speed of PDCA rotation due to consulting results
【Selection points】 Decisive factors were simple functions, which fit to our current organization plus quality of customer support
Please tell us about the challenges you were facing before implementing BowNow
Mr. Nishiyama: About five years ago, the marketing department at that time introduced a MA tool different from BowNow. However, at that time, the organization as a whole had a low level of understanding of how to attract customers from websites and marketing, and there was a period of time when utilization was slow to increase. Our profitable business mainly involves attending paid training and seminars. We also held free seminars to guide to fee seminars and collected information about our customers, but we could not do much activities such as grasping the subsequent movements of customers and doing business follow-up.
Why did you decide to implement BowNow?
Mr. Nishiyama: BowNow was introduced 3-4 years ago. The decisive factor in the selection is the simple function and low cost. Due to the small number of business support and marketing departments across the organization, we are not able to devote much resources. MA tools in Europe and the United States have many functions, but the cost is also very high. From the beginning, I thought that using such a tool was like having a driver's license and suddenly getting on a Ferrari. In that respect, BowNow fits our current scale, and the consultants kindly supported us, so we felt that we could make good use of it.
Mr. Norihito Nishiyama, Japan Productivity Center
【Operation Structure】 Smooth PDCA with consultation
How did you use BowNow and what kind of resoluts were you able to achieve?
Mr. Nishiyama: The basic policy is to use the email delivery function of BowNow to deliver emails such as seminar guides, service introductions, survey reports, etc. Based on the lead information, and "who is interested in what content?", we analyze. We have accumulated about 5,000 leads, and in the future, how to approach the extracted hot leads concretely is an issue.
Also, from about a year ago, I have been using Mtame's MA consulting, and I am taking measures while consulting with consultants regarding seasonal issues at that time. MA's priority was sometimes lowered because various operations were carried out in parallel, but regular meetings with consultants helped push the PDCA of measures without delay.
【Future Outlook】Accumulate success stories with consultants
How do you plan to use BowNow and marketing measures in the future?
Mr. Nishiyama: In the future, I think that the key to expanding channels is how to attract customers from websites and emails, rather than the costly direct mail of postal mail. In that sense, BowNow has great potential. I would like to repeat the experiment while having the consultant accompany me to see what our products and contents such as seminars and training fit with the measures of MA.
【Customer's Voice】Look forward to sharing case studies and success stories
Mr. Nishiyama: We are at the stage of building up successful cases little by little, but not only the seminar explaining the function of the tool, but also what kind of measures other companies in the industry are taking and what kind of results are being achieved. I think it would be good if there were seminars that could be understood. I am inspired by the success stories of other companies and want to use them as hints for measures.
Thank you so much!
