CubeD® (Mizuho Furuta, BI Solutions Division)

Kimezo interviews the developers directly to introduce various digital solution tools from the Dentsu Group. Kimezo doesn't really understand digital. Through his unique perspective, he breaks down that world in an easy-to-understand way.

Dentsu Inc.'s new CRM (Customer Relationship Management) tool, "CubeD® (Customer Bonding Engine by Dentsu Inc.)". To uncover its true nature, Kimezo—who knows absolutely nothing about it—interviewed its developer, Mizuho Furuta from the BI Solutions Bureau.

 

──First off, how do you pronounce this? Kyube...? I'm not good with foreign words.

Furuta: It's pronounced " Cube D . "

—Well, even if the data gets integrated, I'll still be the same mysterious guy.

Furuta: ( Ignoring him) If we don't recognize them as the same person, we might send a barrage of emails at the same time—like telling someone who just bought a PC (a product with a long replacement cycle) that a new PC is out! That kind of disjointed communication drives customers away. So we need to recognize them as the same person as quickly as possible.

──I see. So after data integration, what can CubeD® actually do?

Furuta: After data integration, we perform various multidimensional analyses. Among these, our unique approach is called "3D-CRM," exclusive to Dentsu Inc.

──What do you mean by multidimensional analysis? Does it pop out?

Furuta: (firmly) No. It means we try to understand customers in a multidimensional way. Previously, we only looked at purchase data, thinking customers who buy a lot are good customers. But it's not just that. Someone who buys a lot but doesn't feel much attachment might be more likely to switch brands. Or someone who doesn't buy much but enthusiastically recommends us to friends is a great customer. We're moving beyond just the "transaction level" of looking at purchases alone. We're now viewing customers from the perspectives of "fan level" and "influence level." We'll look at things like surveys, website access patterns, and how they connect with others on social media.

──So what's the point? Who benefits? Will my love life improve?

Furuta: I can't guarantee your love life, but you're right—what you do next matters. Just analyzing isn't enough.
CubeD® follows through with actionable strategies. We determine: "This customer is this type, so we'll communicate like this at this timing." For example, send an email immediately after a purchase, send a paper DM if there's no response after a month, or recommend something on their member site profile page. We adjust communication content based on their current state. Designing that level of detail is essential, and CubeD® comes equipped with features to support it.

──Got any concrete results? Theory without results is meaningless. In that sense, my dating theory is perfect. After all, the results speak for themselves—take Yoshiko and Tomiko, for example...

Furuta: (interrupting) We already have implementation results.
We launched a member site accessible via social accounts, powered by CubeD® behind the scenes. Data like site access logs, email open/click rates, and survey responses from product monitoring campaigns all accumulate in separate systems or databases. CubeD® consolidates this data, enabling us to analyze each customer's actions and mindset together, then use that insight for subsequent communication. Naturally, we obtain the necessary permissions from customers for data collection and utilization.

──How did you come up with such an amazing thing? Tell me the secret, you free spirit (freelancer).

Furuta: As a planner working on the front lines, I'm always thinking about how to solve clients' problems. And a lot of those problems have common elements. So I kept thinking, "Wouldn't it be great if we could do this?" or "Wouldn't it be great if we had a tool like this?" That's why, even now when I talk about it at seminars, I often get a lot of empathy from clients.
Development was tough. But honestly, I was blessed with amazing people. We built it with passion, the whole team. To be completely honest though, once we got halfway through development, there was no turning back (laughs). We'd already made so many reports and presentations internally.

──Digital stuff always seemed so cold and impersonal, but now I'm feeling some warmth. Hey, can I give it a hug?

Furuta: (ignoring) Oh yeah, CubeD® actually has a nickname! The prototype for CRM is said to be the Edo-period ledger called "daifuku-cho," so during the conceptual phase, we called it "daifuku" (laughs). But when we tried to trademark that, it didn't work, so we registered "shiodaifuku" instead. We deliberately kept it in Japanese, like "KARAOKE," so it could work globally. But for this release, we made "CubeD®" the official name, so it's just a nickname now. By the way, "shio" isn't salt; it's the "shio" from Shiodome.

──Any clients you're targeting now? Whoa, make sure you don't include me in that.

Furuta: (As if he hadn't heard a thing) I think CRM has a strong image tied to mail order and direct marketing, but the clients who show interest in CubeD® and 3D-CRM_ are often not those types.
Like manufacturers with multiple brands, or retailers with lots of stores who also do e-commerce.
Our job isn't to sell tools like CubeD®; it's to solve the client's problems. CubeD® is just the door knocker. We hope it becomes the starting point to listen to the client's concerns and provide the optimal solution.

─Your job sounds fun. Even a free agent like me gets envious.

Furuta: It's crazy busy, but I'm really enjoying my work right now. Though I did have my struggles. When I transferred here about three years ago wanting to do CRM, the vibe was like, "Does Dentsu Inc. even need to do CRM?" And honestly, there was hardly any work. But I was convinced it was necessary and important—both for clients and for consumers. You know how doctors have "medical records"? They're where the patient's history and current condition are properly documented, and that's what they use to provide the best treatment. I think CRM is just like that. Oh, now that I say it, maybe that's not quite right (laughs). Anyway, I believed it was something Dentsu Inc. should be doing. Now, the CRM Solutions Department has its own department name, it's getting attention, and everyone in the department is highly motivated and working hard. I'm glad it turned out this way. But, we still have a long way to go.

──Finally, is there anything you'd like to say to everyone reading this?

Furuta: I really hope people will reach out to the CRM Solutions Department, starting with CubeD®. We can help in many ways, from strategy and analysis all the way to implementing and managing campaigns.

──That's all. Thanks for your time despite your busy schedule.

Furuta: Thank you very much. It was fun (laughs).