Hakuhodo and Braze Conclude a Partnership Agreement and Start Providing Consulting Services to Support CRM Strategies that Capture Consumer Needs
―According to a CRM survey, 80% answered that communication that meets the needs of consumers affects their impression of companies and how they interact with them―
Hakuhodo Inc. (Headquarters: Minato-ku, Tokyo; President: Masayuki Mizushima; hereafter referred to as Hakuhodo) and Braze Inc. (Headquarters: Minato-ku, Tokyo; President: Masayuki Kikuchi; Hakuhodo), which provides an integrated customer engagement platform Braze) will conclude a partnership agreement and start providing consulting services that support the realization of CRM that meets the needs of consumers.
Combining Hakuhodo’s consumer-inspired consulting services with Braze’s cutting-edge marketing technology, based on a thorough understanding of customers, builds continuous good relationships between companies and customers online. , we support companies and brand value improvement.
As lifestyles change dramatically due to the new coronavirus, companies are continuing to search for the best way to communicate with consumers.
Upon concluding the partnership between the two companies, we conducted a CRM survey focusing on online communication between companies and consumers in recent years.
According to the survey, understanding the needs and preferences of each consumer in corporate online communication and providing the necessary information at the right time will evolve the engagement between companies and consumers, leading to the improvement of corporate and brand value. This has become apparent.
-Points of survey analysis results-
Consumers responded that online communication with companies has increased compared to two to three years ago.
Nearly 90% of sei-katsu-sha consider it desirable to have online contact with companies.
Consumers place importance on “understanding,” “lightness,”
“appropriate information,” and “optimal timing” when contacting information with companies online.
More than 70% of the respondents who answered that they “have a favorable impression” of the company answered that the company “understands and communicates with individual consumers.”
More than 80% of respondents said that if a company improves communication in a way that consumers themselves want, it will affect their impression of the company and how they interact with it, such as “Increased intention to continue purchasing” and “Increased trust in the company.”
*Details of the report are posted below.
Based on the results of this survey, Hakuhodo and Braze will leverage the strengths of both companies to support optimization of
communication tailored to each individual consumer. By maximizing and linking various data inside and outside the client company with the real-time, omni-channel, and agile nature of Braze’s system, the exchange of information that occurs between the company and the customer is highly fresh from the consumer’s point of view. Optimize channels and timing to realize consumer-centric CRM. Specifically, we grasp purchase information up to the present time in real time, guide optimal campaigns and products based on the latest inventory status, channel that each user is viewing most, optimal time zone, frequency, It is possible to implement message delivery considering the content. In addition, as the first joint solution with Braze, we will develop the Braze version of “HAKUHODO Marsys Onboarding” and plan to start providing the service from March 2023. Through this service, Hakuhodo’s professional human resources and Braze’s customer success team will work together to solve problems in the construction and operation of tools that companies face, such as organizations and knowledge, to support corporate growth and self-running. .
At Hakuhodo, this service is part of the efforts of the strategic organization “HAKUHODO DX_UNITED” that promotes DX for client companies.
Hakuhodo and Braze will use the survey results as a reference to further deepen their understanding of customers and develop services that evolve and deepen engagement between companies and customers, contributing to the enhancement of companies and brand value. [Inquiries regarding this matter]
Hakuhodo Inc. Public Relations Office Hirahara/Narita/Edo
email@example.com TEL: 03-6441-6161
Braze Co., Ltd. PR Contact Asahi Agency Co., Ltd. Person in charge: Bando firstname.lastname@example.org TEL: 03-4570-2420
-Details of survey results-
About the results of the survey on online corporate communication demanded by consumers
More than half of consumers answered that online communication with companies before making a purchase has increased compared to 2-3 years ago.
Q. Please remember the time from when you “recognise” a product or service to when you “use/evaluate” it. Compared to 2-3 years ago, do you feel that online communication (Internet or apps) has increased in interactions with providers (manufacturers, brands, distributors, distributors, etc.)? Please choose one for each.
* Low-price products: “Foods, daily necessities, food delivery, etc.” High-price products: “Electrical appliances, insurance products, automobiles, etc.”
Percentage of respondents who answered “very much” or “slightly increased” [Image 3
At all stages, nearly 90% of consumers consider it desirable to have online contact with companies.
Q. Is it good (convenient, satisfying) for you to have more online communication (Internet or apps)? Please choose one that is closest to your feelings.
Percentage of respondents who answered “very good” or “somewhat good” [Image 4
Reasons for answering that it is a good thing (excerpts from open-ended answers) ・Because of the corona crisis, it is difficult to find time to look at products in stores.
・Even if it is difficult to hear face-to-face, I feel that it is easier to hear online.
・Because it is easy to get in touch with us at a convenient time. Consumers place importance on “understanding,” “lightness,”
“appropriate information,” and “optimal timing” when contacting information with companies online.
Q. You answered that it is preferable to communicate with providers (manufacturers, brands, distributors, distributors, etc.) online (Internet or apps). What is important? . Please select all that apply. Top 5 Percentage of Respondents “Important” (Purchase Decision Stage) [Image 5
The ability of companies to understand and communicate with each consumer digitally has an impact on their liking and behavior toward companies (brands).
・Over 70% of those who answered that they have a good impression of the company that provides the products and services they purchased feel that the company understands their needs and preferences. ・More than 80% of respondents said that if a company improves communication in a way that consumers themselves want, it will affect their impression of the company and how they interact with it, such as “Increased intention to continue purchasing” and “Increased trust in the company.” .
Q. To what extent do you think the manufacturers, brands, dealers, and agents that provide the products and services understand your needs and preferences?
Percentage of respondents who answered that they have a favorable impression of a company and feel that the company understands their needs and preferences
I understand = the total number of respondents who answered “I understand very well” or “I understand to some extent”
Don’t understand = total number of respondents who answered “do not understand very well” or “do not understand at all”
Q. If online communication (the Internet or apps) is improved as you wish, how will your impression of and involvement with providers (manufacturers, brands, distributors, distributors, etc.) change? do you think Please select all that apply.
Percentage of respondents who answered that their impression of and relationship with the provider would change
* Percentage of respondents who answered that at least one of the following options applies
* List of options
・Information and contact from companies and brands will be more interested / will be received
・Even if the price is slightly higher than competing products, they will want to purchase (contract) / will purchase (contract)
・Makes you want to make more continuous purchases (contracts) / Make purchases (contracts)
・Becoming more trustworthy due to the products and services of the company or brand
・In order to make proposals that are more suitable for you, you will become less concerned about providing your own information to some extent.
・Want to actively engage with companies and brands through social media, etc. ・I want to/be able to send out information about the company or brand by myself ・I want to participate more / will participate in events and campaigns of companies and brands
・Want to introduce family, friends and acquaintances / will introduce
〇 Survey method: Internet survey
〇 Implementation period: August 30, 2022 (Tuesday) to September 2, 2022 (Friday) 〇 Survey target: 1000 men and women aged 20 to 59 (nationwide) * Use a smartphone at least once a month to shop online or on an app. * Shopping (low-priced products and high-priced products) was made on a smartphone within the last month at the time of the survey. * Samples are allocated after calculating the composition ratio of gender and age from the population distribution of the 2nd year of Reiwa Census
〇 Survey subject: Hakuhodo Marketing System Consulting Department 〇 Survey implementation agency: H.M. Marketing Research
■ About Braze
With a mission of ‘Human Connection’, Braze is a leading integrated customer engagement platform that enhances the interaction between consumers and brands. Braze enables global brands to ingest and process customer data in real time, orchestrate and optimize contextual cross-channel marketing campaigns, and continuously evolve their customer engagement strategies. Braze has been recognized by Great Place to Work magazine as ‘Fortune’s 2022 Best Workplaces in New York’, ‘Fortune’s 2022 Best Workplace for Millennials’ and ‘2021 UK Best Workplaces for Women’. Headquartered in New York, it has offices in Austin, Berlin, Chicago, London, Paris, San Francisco, Singapore, Tokyo and Toronto.
Introduction of the latest customer cases (Japan):
■ About HAKUHODO DX_UNITED
Hakuhodo, Hakuhodo DY Media Partners, and the Digital Advertising Consortium (DAC) are a cross-company strategic organization that comprehensively promotes the digital transformation (DX) of client companies through both marketing DX and media DX.
Details about this release: