This is Kida, the representative of Universe Club.

On April 4st, there were some changes in the company's organizational chart, department names, and rules.

Previously
First Sales Department
Second Sales Department
Third sales department
Web production department
Advertising management department
Call center
Planning Department
Management Department General Affairs Division Accounting Division

It was a very easy-to-understand organization that you can roughly understand the contents by looking at the name.
I changed it to

●EastCustomerLoyaltyGroup (East Japan Division)
Sapporo-Tokyo, International, Event, Store

●WestCustomerLoyaltyGroup (West Japan Division)
Nagoya to Okinawa

● IT Business Strategy Group (IT Department)
IT Solutions Team
IT Facility Team
IT Infrastructure Team

● Relation Marketing Group (Advertising/Production Division)
Creative Architecture Team
PR Marketing Team
Inside Sales Team
Customer Relation Team

●Culture & Communications Office
Talent Acquisition & Training Team
Employee Experience Team

●Compliance & Finance Office
Gavernance Risk Compliance Team
Finance Team

A long English department name that is very difficult to understand and stick to.

However, it may have been nothing but a nightmare for the on-site staff.It's hard to call

Another thing, if there was a little impact, would it be that "rules were decided"?

As written in Matsuzaka's blog, our company has received consultation from Shigaku Co., Ltd. since February, and we have been greatly influenced by the content.

Among them, there is an important rule called "rules of attitude", which I interpret as "a ritual to clarify that you belong to this company".

For example,

"Stand up when talking with senior management."
I made a new rule.

I think it's a really stupid rule.

As you often see in foreign movies, put your hand in your pocket even when you talk to your boss,
"That's wrong John, you know that lowering my salary is the same as lowering the company's performance, right?"
Personally, I admire the way employees who can't do their jobs say to their boss, John.

I admire it, but I don't like it when my subordinates actually say it.

It's going to be a long story, but anyway, I firmly believe that the superiors and subordinates should be divided into those who give instructions and support them, and those who follow their instructions faithfully and produce XNUMX% of the results. In order to do this, it has been decided that you have to stand when you talk to your (standing) boss, whether you like it or not.
I don't know if it's protected by each branch, but that's what happened anyway.

This organizational change
We plan to implement the evaluation system (MBO and OKR) and talent management in stages, and plan to link it to salary grades in the fall of 2021.

And let's get to the point.

The other day, I participated in an event called CS Hack, and I was very excited, so I would like to output it (laughs)

https://cshack.connpass.com/

CS is probably an abbreviation for customer support, and in layman's terms, it's a call center.

At our company, we use a communication platform called Relation (a tool that integrates Gmail and LINE), and I participated in something like a case presentation seminar by Relation.around winter

Mr. Fujimoto of CSHack made a short presentation at the beginning of the event, which made me very interested.

And then I realized.

"Huh? We say we have a sales department, but we don't actually have sales, so maybe the customer support department is closer?"

Or the customer success department that's all the rage these days.

Either way, it's not a sales department, so I abolished the department name of sales from April.

When I participated in CSHack that Mr. Fujiwara is doing today, the contents are,
The lecture was given by Mr. Yajima, editor-in-chief of a monthly magazine called Call Center Japan, which has a Showa flavor.

I was hit by the contents today.

Here are some of the stories that had the strongest impact on me:

・Toll-free numbers will disappear soon (probably)
・Move from mail form to chat (probably)
・Phones will disappear, but will be replaced by voice services such as LINE calls and IP calls (maybe)
・CS staff salaries are too low
・Manned correspondence is not good. Using FAQs and chatbots to create a system that allows users to solve problems on their own will improve the UX (user experience).
・In countries such as the United States, where CS is advanced, managers themselves have experience with call centers and place importance on them.Amazon and Zappos are good examples.None of the managers of Japanese companies have call center experience
・Chat is more like phone support than email support

As mentioned above, my interpretation is included, but that was the content.

As someone from a call center background, it was a very interesting experience.

The information from here onwards is mixed up with what I read on the internet.

Back in the day, when PCs first came out, IBM spent hundreds of millions of yen to create core systems for large companies.
As PCs become smaller, individuals need tools to use PCs for work,
Microsoft released a business package called Office (Excel and Word), which sold explosively.This is because what used to cost hundreds of millions or tens of millions of yen can now be realized for tens of thousands of yen.

After that, the popularity of “large-scale in-house built systems” called on-premises ended, and monthly billing cloud services (subscription) became all the rage.

Personally, when I think of monthly billing, I have a strong image of a gym, and that is the "dormant member Zamamiro format".
I stopped going to the gym I signed up for because I wanted to lose weight.
Even if I don't go, I always think "I want to go someday", so I can't cancel.
(As an aside, RIZAP is an example of breaking that concept of a gym. Until now, there has never been a gym that guarantees the result of a diet, and in order to achieve it, it is a model that achieves it with a 1-on-1 team. .It was said on TV that it was a XNUMX-day shaved business) +++++

The customer success department has become very important for B365B monthly billing cloud services (such as Microsoft OfficeXNUMX).
It seems that what Salesforce and others started 10 years ago has finally become commonplace in Japan.

It's called a subscription format.
An in-house tool introduced for 3000 million yen is the end for those who sell it.
There is also a contract with maintenance costs of tens of thousands of yen per month, but it didn't matter much whether the company that introduced it succeeded or failed.

But the subscription format costs about 10 yen per month, so you can finally get your money back after using it for a year.Do you feel like that? It takes 1 to 2 years to get a profit, so the company needs to provide support like a consultant rather than a support center.
That's what customer success is all about

Also, I learned the word lifetime value 10 years ago when I was studying marketing.
I thought about it, but now I understand the value more than before.

Why does Amazon focus on prime, why does Costco have a membership system?
Why is gmail free?

I feel like I still understand.It's really late

In short, I think it's faster to get customers to become fans.
The model for attracting customers for Universe Club is now a power play model that uses overwhelming advertising expenses.Users join because there are Universe advertisements and affiliate articles everywhere on the net, but the long-term relationship with users after joining or after leaving is thin.
We are making efforts, but I think that we have not been able to become a company that fans will love for many years.

Starbucks does not offer any discounts and does not put out any advertisements (PR is separate).However, it seems that all stores in the United States will be closed all at once to conduct training on how to make coffee.Then the number of fans will increase.

I think we're really making progress.

And the story changes
Almost all of the BtoB IT services that are being released one after another use the same sales method.

1 Create a middle conversion point for beginners, such as downloading the "handbook to understand all about HR" on the website.
*Middle conversion = something like converting a person who was a potential customer into an actual customer

2 Make the company name and e-mail to be entered when downloading.This company name and email address are automatically registered in the vendor's CRM (customer management system like Sellsforce).
These people are registered as cold leads (prospects with low purchasing motivation), and email magazines such as seminar information and information are sent regularly using a tool called marketing automation.
When this prospective customer presses the download button on their PC or smartphone, they "agree to obtain cookies" and eat cookies.
I don't really understand it, but a cookie is stored in the browser, and after that, when that person visits the vendor's website or opens an e-mail magazine, it will be known.

3 The Insight Sales Department saw it and said, "Oh, I've been coming to see it frequently lately, and I've been looking at the product page and price list. This is a splendid hot lead. It means

4 Tele appointment department "I'm going to call you.

5. Field Sales "I will use BellFace to explain the products online. Nice to meet you. I will issue a demo account later, so please try using it."

XNUMX I said, "I'm going to make a contract. Did you send me a contract?"
Vendor: “If you want to send an online contract with CloudSign, please put your signature and reply to the email.”

It will be said.

And for XNUMX to XNUMX months after the tool contract, they kindly support me with the initial settings, and after that, if there is anything, I will ask you a question in the chat at the bottom right of the screen.

In the common sense of commercial transactions before the Internet, there was no information other than sales people.That's why we ask sales people to come to us in a situation where they don't really understand (there is a problem but they don't know how to solve it).
I don't understand well, so I proceed with the contract according to the salesman who is good at talking (or good at entertaining)

But now, everyone tries to gather information on the Internet before calling a salesperson.Because I don't want to follow the salesman's mouth.
The only time I talk to the sales person is about the final price negotiations and installation procedures.

We would like to incorporate the flow up to the contract that rationally utilizes the Internet as described above.

Specifically, we will establish an inside sales department and build a sales system that utilizes CRM and MA.
Chat support system for members.

Our current goal and vision is to build a CtoC platform (where the CS department mediates and coordinates) that implements the above two points, and to develop that business model into dating clubs, matching sites, and apps for other industries and different concepts. Yes, that's the plan.

Currently, collaboration between web services such as apps and physical stores such as snacks is trending.
Tapple ✕ switch bar and
It's a snack dine

After all, the web is a tool, and I once again feel that emotions can only be created by people.

I think the person who thought of the dating club is amazing.
It has a high affinity with the web, is CtoC matching, and the goal is to create an emotional experience for customers.

Thanks to Mr. Tajima's hard work, XNUMX new graduates and XNUMX new graduates joined the company this year.
I finished my joining training the other day, and OJT will start in each department from May.
It seems that XNUMX new people will join the company at the end of GW.

After Golden Week, we plan to introduce OKR as the first step in the evaluation system and make it the first step in the evaluation system.

The challenge will continue to see if I can cover the ever-increasing fixed costs in the future with my humble vision.

The eye-catching photo is a former Morning Musume interview project for a venture company about a year after its establishment.This is a picture of when Mr. Ishiguro came.

Satoshi Kida