What are you really needed to promote DX in the future of the manufacturing industry?
Cloud -based CRM (customer management) vendor share NO.As a company, we provide cloud -based services that have been introduced by more than 150,000 companies worldwide.And salesforce.com is the "most innovative company in the world."Initial and necessary initiatives in the promotion of DX in the manufacturing industry, and in that, the role that Salesforce should be responsible for, Salesforce.com Executive Officer Manufacturing Solutions Division, South Korea, and Shin Shin Koya Co., Ltd.We will deliver a dialogue between Globalway President and CEO Yoshiichi Koyama.
The ability of "Salesforce", which has the best track record in the manufacturing industry
Shinobu Takano (hereinafter referred to as Takano) Sales Force.com was founded in San Francisco, USA in 1999.Japan opened the Tokyo office in 2000, one year later.This is the first overseas branch office as a sales force force.com.It's been 22 years in the United States.
Mainly in the CRM (Customer RelationShip Management) area, not only the attribute information of the customer, but also the interest in the customer's purchase, the history of behavior on the web, the visiting history of sales, and the customer, and the customer, and the status of customers.Everything, such as the operation status of the product, is a company that provides a cloud service to centrally manage various information and connect various information to the next action.。
Salesforce Dotcom Executive Officer Manufacturing Solutions Division Shinobu Takano
Yoshiichi Koyama (hereinafter Koyama) I think it was probably around 2000 that I knew about salesforce.com.I have the impression that the company has changed a lot before and after 2010, but I know the mechanism of Salesforce itself for a long time, and I knew it before I came to the globalway.It was quite famous as a software in the SFA (Sales Force Automation) area that manages the process of salesmen, and was called the ASP (Application Service Provider) service, but it developed and advanced.It became a platform.Was that just around 2010?It was around that time that it became very wide and used by many people.It was said to be no software.
Takano Yes.At that time, a logo called "Software" was put in a circle and "Software", which contains English.Since we only do the cloud, we do not buy, install, set up like conventional software, but to provide something that can be used immediately by inserting a network cable.It was a concept.
At the time of Koyama, I thought that the concept of using as much as possible, using as much as possible and using it as standard is groundbreaking.Until now, a major system vendor asked a user company to "create a system with this specification", and had the work system for each company create a work system, and operated and maintained it.There was a powerful message in No software to get out of such a world.We have some lonely feelings for people engaged in the software industry, but it is still an important idea for the trend of the times, and I remember that I received a clear and intense message that such a world is coming.doing.
Yoshiichi Koyama, President of Globalway Co., Ltd.
Takano's founder, Mark Benioff (currently Chairman and CEO), said in the words of the company, "Why is it easy to buy things on Amazon in the consumer world, but why business software?I can't do that. "It was also a trigger for his founding.Even in the B To B world, it was also the purpose of being able to use services like buying things on Amazon.
Contribution of "Salesforce" to DX in the manufacturing industry
Takano Salesforce as a whole is widely used in many industries, including finance, distribution, retail, communication, government agencies, in addition to the manufacturing industry, and among them, I am in charge of the manufacturing industry.increase.Until now, the manufacturing industry has been a focus on making products, and it has been natural to create new products in order to differentiate it with different functions.In recent years, it is an era where functions cannot be differentiated.For example, even if one company puts a new function, even within one year, the price will be unified even within one year.Therefore, how to differentiate it outside of products is a major issue in the manufacturing industry.It has been shifting to how to make conventional products, how to work in the past, and how to use digital, which cannot compete with the conventional customer in contact with conventional customers.The behavior of comparing various products on the Internet before purchasing the customer can be followed on the Internet as a matter of course, and what kind of actions you take when you face the data based on that data.You will be able to see if you are meeting.After obtaining such information, you can prepare the necessary information in advance, and you can buy it for the first time when you meet.Changing the way and changing the connection is required as digitization.Or, the technology of the IoT (Internet of Things), which can understand the usage status of customers who purchased the product, can be connected by the Internet and know all the usage status, operating status, and problems of the product.You can bring replacement parts before they are said to be bad.In this way, the manufacturing industry is considering differentiation from other companies by changing how to treat customers with other products.
Koyama: That's right.Corona's evil has changed drastically.Digital shifts are accelerating around us, and we have become unable to meet customers who have met each other, more opportunities to connect online, and grasp the behavior of customers in the digital world.It has become.The behavioral line of product purchase has also changed considerably from the past.When I wanted to buy a car, I used to actually go to the dealer to know the product specifications, but recently I checked it on the Internet and then went to the dealer.Is commonplace.In the past, if there were 10 candidates, I went to a dealer to see 10 candidates, but now I go to the dealer after the candidates are narrowed down to about 3 or 4.In that situation, there are candidates that have not been selected.It is important for the manufacturer to join the three or four candidates squeezed.The rest is to increase the retention (maintenance and maintenance) after buying.If you can buy it several times a year, it is a major change in recent years that it is important to enhance your retention and buy it again.Salesforce has been promoting these changes as soon as possible.
Takano: Although it has changed a lot, DX in the manufacturing industry is still delayed compared to other industries.The service industry is overwhelmingly faster.The reason why the manufacturing industry is delayed is that the service, finance, and communications, cannot be a business without IT, but on the contrary, the manufacturing industry is "make good products.It is thought that the mind of selling it will still be strong.
Koyama: It's still an industry in the future compared to other industries.But I think the manufacturing industry is the most different thing.What I feel is the difference in the speed of manufacturing in the manufacturing industry.For example, if it is a car manufacturing, the software world is very fast, compared to the long span, which starts planning, decides the specifications of the product, and starts mass -producing three years before the release.For example, it is a smartphone app, but if you notice it, you will be notified of the app update.I just came yesterday?It is a sense of speed.The development of software is getting faster and upgraded every day.The difference in the development cycle is a long term of one to two years to consider the starting point in the manufacturing industry, but if the software update is poor, it will be a weekly term.I think many companies are suffering from the difference in the development cycle of the product.However, the biggest industry in Japan is the manufacturing industry.If you do not manage this innovation, the Japanese industry itself will be hit considerably in the near future.
Considering the Takano manufacturing industry further, the manufacturing industry represented by cars, the manufacturing industry that uses equipment used at factories, so -called BTO B (for example, making plastic bottles, etc.The manufacturing industry from the chemical industry, which is close to material), has a difference in the same manufacturing industry.B To C, which is close to a consumer, is highly conscious because it is aware of the behavior of the customer.Mr. Koyama was talking about earlier, but in the past, there was a survey of how many times he had visited a dealer before purchasing a car, but on average it was seven times.Now 1-2 times.In other words, when you go to a dealer, it's just negotiating the last price (laughs).I mentioned earlier about how much DX is in the manufacturing industry, but I looked it up this year.First of all, the need for DX is that 80-90 % of large companies and small and medium -sized enterprises are needed.So are you working on DX?The question is reduced by half at a stretch.Furthermore, is it going well to a company that answered that you are working on it?When I asked, I answered yes, about 10 %.In my opinion, the word "DX (digital transformation)" is a buzzword.The initials of "digital" are too big, and I feel that "using IT" is becoming the purpose.However, what is important is that the "transformation" must be the main thing to work on and change the business as a manufacturing industry, such as how to work and how to interact with customers.However, only "digital" is ahead, and if you buy something, you can manage it.As a result, what did you do for this?There are many companies that are supposed to be.
Oyama is to promote the area around that, including enlightenment activities, so that the customer can be guided to Salesforce.Even if you say "DX", it does not mean that you buy some software and do something as soon as you introduce it, but the manufacturing industry was a business that we made and sold products.I think it's time to find things that can be earned with new services, and find a new form of business and how to provide value to customers.Originally, you have to think about what kind of position you want to do as a manufacturing industry in the digital world, and with a roadmap that matches it.However, when it comes to DX, the IT department has a heavy pressure and "I have to do DX. Consider something!" "I heard that AI or data analysis is effective, what is going on?Starting from the place, you often feel impatient, do not work, and do not form.In Japan, IT investment in Japan has a budget that can be done by 5 people if the system has been installed in dozens of people so far, but there is only a cost reduction effect.I often aim for a goal.The biggest problem in promoting DX is that even if you create a new service, you do not know if it will sell.It is impossible to say that investing here has a merit because the cost will definitely decrease in the future due to the investment effects such as before.You need an approach that explores the goal itself, not a fixed goal.That is also a factor that cannot be made significantly.If you try a good idea little by little in a short cycle, and if you get a guide to sell it from it, you have to do a way to scale, but the process of Japanese system development is like that.I'm not good at doing anything.
Takano That's right.In the manufacturing industry, one of the initiatives from the late 1980s to 2000 was the famous BPR (Business Process Re-Engineering).This means improvement activity, but the purpose is that the purpose of sales and how to make it is basically the purpose of improving the method at the time and how to improve the bad parts.was.DX is not an improvement, but rather a change in the sense of change, so it is different from improvement because it is fundamentally changing the selling, changing the seller, and selling.I have the impression that the manufacturing industry, which is working on DX today, is doing BPR.The DX in the manufacturing industry has not been out of that efficiency, and has not yet been a weapon.
Koyama: In that sense, it's still coming.Efficiency is not simply inefficient.This is an important initiative in the sense of slim up to attack.In recent DXs, the terms of aggressive DX or defensive DX are often used, and the defensive is "efficient", and the attacker "create new services using customer contact points", "New."It is expressed in the meaning of "release products".Among them, DX, which is dedicated to protecting it, is not very meaningful and must be protected to attack.For example, if you think that you will add a new added value using customer contact information, you will not be able to do anything unless you get the customer information now, so you can get it first, just put the man -hours.So, because it doesn't make sense, you need to create an environment so that you can get information efficiently in the digital world.If you want to solidify your feet now for the next mechanism, that's a very good thing, but I think it will be an issue that many companies are focusing only on defense.
The role of the hotware "Manufacturing Cloud: Manufacturing Cloud"
It has already been about two years since the release of Takano's "Manufacturing Cloud", which is originally developed by Salesforce's "Sales Cloud" tool "Sales Cloud" by further specializing in the manufacturing industry.It was software.Our services that are widely used by many industries, this SFA's "Sales Cloud", decides on things, concludes discussions, finally contract, and purchase, one -off sales business negotiations, projects, etc.The best software for business models.However, when a new product is released, the product will be released to the world, and the products will be mass -produced for a certain period of time.Such a mass -produced type is a repeat order that comes to order every day and handles it."Manufacturing Cloud" can fit and respond to the repeed order.Many of the manufacturing industries have a high ratio of repeat orders, so to support the sales activities of this part that creates the same thing in tens of thousands of units of parts and materials, and to support the sales activities of this part.We think that services specializing in functions are necessary, and we use this.
Koyama: The mechanism of managing various information, centered on customer information, has a solid base as a core function of Salesforce.Since the contacts with customers in each industry and how to handle information are different, there are many industry -specific solutions that use the original base, which specializes in the manufacturing industry and further operated."Manufacturing Cloud", which has enhanced functions that can be fitted, may have many reactions and inquiries in the manufacturing industry?
Thanks to Takano, the number of inquiries is increasing now.Looking at the structure of the manufacturing industry, is it the final product?Taking the iPhone of the Apple product as an example, there are various parts in this when making an iPhone.It is not one company, but multiple companies provide parts.Considering the pyramid structure of the manufacturing industry, there are very many parts manufacturers in the base.Most of the businesses are being conducted mainly in repeat orders.There are many such needs, and there are quite a few companies that want a sales support system that can respond to repeat orders, and we have consulted.
Koyama: In fact, the manufacturing industry has been preparing parts for two months, and the delivery management of 100,000 pieces in October and 200,000 in November is still exchanged with customers.That's it.I think it's very valuable to be able to put information in one place and share it by introducing "Manufacturing Cloud".In particular, in a series of "supply chain", which is a series of "procurement, manufacturing, inventory management, delivery, sales, and consumption, it is important to read numbers.If you contact you that you want 100,000 parts next month, you say 100,000 people who make parts, but that customer often says 150,000, so I make extra 50,000 pieces.There are many numbers overflowing at the site, such as buffers, such as in mind, and risks.It is compiled as one information, and it is a huge impact that all in charge of production, sales, and material procurement can move with one information.
Takano Before, the manufacturing business went to the customer and always asked how much demand would be next month.Work hard with Excel, return to the company, pass it to the factory side, see it, and proceed to procure because it needs this much material.Next, the manufacturer thinks when and how much personnel need and where the production line needs to be opened.But after all, 100,000 additions or changes may occur.If there is a parts manufacturer manufacturing industry, there is a part parts manufacturer under it to make the parts again.It is covered that the manufacturing industry is the most important thing that if it is shared by each company that one place changes somewhere, it is possible to deliver what you need at the time you need without waste.increase.The "Manufacturing Cloud" is a lot of customers who have used our conventional SFA and use it, but it feels like what it is at first, so if you actually use it, it is worth it.I understand."Then do this all do this," you often change.
Koyama: In addition, as a function that is not in Excel, the information will be organized in one database, so if this performance this year, it will surely be this much in the next fiscal year.I think it is the part that creates.In Excel, what was moving in places like experience, intuition, and wisdom, but there are predicted figures, including areas that could only be done by experts, so experts appear.You don't have to use your experience, intuition and wisdom (laughs).
Takano: In the past, production plans were a very important role, including those who secured the required number of materials and parts that were said to be the material man and the procurement man.I was in charge of thinking about when, where, how many, and how much personnel I needed for the production line.At first, Excel was enough, but as the number of customers increased and the number of products to be handled increased, it became impossible to manage, eventually causing a sales and factory.It will be the responsibility of who made too much, and who is lacking.If all of these data accumulates and can always be shared, the gap between the customer's ordered information and the actual demand information can be seen in numbers, so analyze the numbers and make some predictions.I can.AI thinks and suggests numbers.That change is the "use digital" mentioned earlier.
Koyama Globalway is also involved in this area.You are involved in the form of the various functions released by Salesforce in the form of maximizing and providing them in a form that can be used for customer's business and business.
The charm of the globalway as a partnership
Koyama Koyama has been with him since the consultant era.
Koyama: That's right.Mr. Takano, who was a sales manager of a customer, and we have been in a relationship since we visited the customer together with the role of customizing the customer.
Takano Yes.It's a good idea to expect it from the globalway, but I'm still looking forward to it.We have many partners, but not only makes Salesforce products according to our customers, but also step into our business and get what we want to do and what we really have to do.It will lead customers to success.This is a part other than IT, but that is the most important part, so I can leave it to you, and that is the most reliable place.
Koyama: For us, we understand the mechanism of Salesforce itself, and if we interview our customers and accept our customers, what kind of world you use when you use this product?We know the most whether you can see.It is a scenery that is hard to see by customers alone.I know our work, but this kind of scenery is gradually one step at a time, a little step at a step that you don't know, such as how to use this product and how you can fit the scenery.It is a place where all the vendors, including us, who are in the position of helping the Salesforce implementation (implementation) by telling you that you can see that you can see it, is to do your best.The worst thing is that the customer is honestly saying, "I'm doing this now, but I'm in trouble if I don't have this kind of function, please make everything."If you can, you don't need this feature that we thought we needed. "In the end, what you spent money would not use half, so in order to avoid it, you can use it as much as possible to fit into new businesses in the company to introduce such wonderful products.The most important thing is to provide guidance.
New challenge in Manufacturing Cloud and Mulesoft
The keyword of Koyama Salesforce's Customer360 has also appeared, but in the past, it started with SFA, and the outfit of services is very expanding every year for customer settings, such as "Call Center" and "Field Service".You can now create an EC site, it will expand every year, and we are aiming for a vendor who can support customers to the introduction to customers while continuing to do what we have done so far.increase.Specifically, it is not only Salesforce, but also a core system SAP, not only Salesforce, but also a core system, as well as Salesforce.I would like to actively support the introduction of new parts such as "Mulesoft", which connects with a system, and become a vendor that can embody the whole view of the sale force.
Unfortunately, it is difficult for us to be able to lead customers to success.I think it is only with the power of the partner.The place where we can lead the success of our customers is an important part for us, so what Koyama -san said is what we really need, and we need it.
Oyama As a solution that starts pointing, it is more efficient to connect only one vendor.One area is a vendor of A, and this area is not good at A, so it is inefficient to say B's vendor.I think it is an era where vendors that can lead the whole world view are needed.It is a business initiative of Salesforce in Global Way, but I think it will be almost 10 years.We provide introduction support for customers who want to use Salesforce solutions.Recently, we are working on growing as a general solution provider, including the starting point of customers, using new solutions.In particular, new areas are focusing, and Salesforce is probably trying to expand the business in such an area, so we are also focusing on our team so that we can be a vendor that can be relied on.
Changes in customer experience in the manufacturing industry in the last 10 years
Koyama Salesforce's products have become quite famous solutions 10 years ago, and there were facts that were used around the world, but I felt it was really good.there is.Originally, sales support tools were not very successful in Japan.Many people are selfish (laughs).If you don't do it if you don't do it, you can't do it with such a difficult tool.The system in Japan so far has spread from the back office, purchasing, accounting, and so on, so I was struggling because only people who did not use the business area, even if the system were included.。The charm of Salesforce cut into it was that it could be changed quickly.With these needs, it can be included in the functions and more.I can change it more and more.If the customer's needs and the customer's interaction changed, the variable that could be included as a system was wonderful.That was a shock to me.Given the speed of system development at the time, it is overwhelmingly faster to be incorporated into the system that is used every day, as I want to do something in business.Such a very important point has been available since then.
There are many IT tools in the Takano Sekai, but what we care about is the ability to change.The needs of the market change drastically and fast.Then the manufacturer has to respond to it.If it takes months to fix the system that was created once, we would not be able to keep up with the market, so if we do not guarantee that it will be realized quickly, we will not really use it.In order to respond as simple as possible, Salesforce wants to continue to provide a world where parts can be prepared and assembled like a Lego block, and if it can be easily assembled, the shape can be changed.
Koyama: The ability to respond was really shocking.For example, if you only managed your name with your information, but if you want to manage your address in the future, you would like to make a quote for vendors in the past, and in the past, you would like to make the address items you want to manage.When I made an item and changed the screen, it could take two weeks in the shortest and one month.But if it's Salesforce, you can ask an engineer in 30 seconds.There was such a difference in speed.I realized that this is a really great tool, the timing of the product update, once a quarter, three large releases, and the functions are updated more and more.I thought other tools had no teeth at all.At that time, I thought that there was a big difference between companies using Salesforce and companies that were not used.
Takano Salesforce products follow these things.Such basic technologies are still strong, so they are organized, so they are strong, and the number of modules is increasing year by year.It is a powerful tool every year.
Salesforce products currently focused (about manufacturing class, b2b commerce, mulesoft)
Koyama: The product you are watching now is "Manufacturing Cloud".When I was in a consulting firm, I had a client in the manufacturing industry and had consulted, but every company is in trouble.I knew that I was doing a lot of things and I was doing various things, so I myself want to improve it, and I introduced "Manufacturing Cloud" for the Japanese manufacturing industry., I want to improve the value of the company.There is also a commerce area.As the digital shift is ongoing, many companies are now launching an EC site.In the past, it was the mainstream in the future to launch an original EC site in the past, which was opened in Amazon and opened in Rakuten.I think the same happens in the agency's business.Until now, what I had ordered on the web and fax was to buy things on Amazon in the business world, so I would like to evolve more.It is very important that the Salesforce's base is wide, but it is very important that various external systems and information are linked, and in one case, for example, the CRM system leads to customer information and accounting and accounting mechanisms.。Assuming I bought a car, my personal information is managed by Salesforce.I know Salesforce until I buy a car, but the data that I stepped on from the car or how many kilometers I ran did not go up to Salesforce.It comes up as a different mechanism.In order to link the data shared in another mechanism to my personal data, another mechanism is required.Such a connecting mechanism is possible with Mulesoft.By connecting information with Mulesoft, the information in Salesforce and the information sucked up by the system will be connected.Beyond that, we sell the obtained information to other companies.To put it simply, suppose I'm a rough driving person, and I'll step on a sudden brake about three times a day.Then the information of the car will be shared by the server.If that information is shared by my contracted insurance company, this person is at risk, so it will be used in the form that you have to raise your insurance premiums.Conversely, if I know that I only have a sudden brake a few times a year, as an insurance company, this person is driving safely, so it can be a new service to reduce the insurance premium.I will connect.In order to have a connection, it is essential to share the data that I have stepped on the brake.I think Mulesoft is a focusing solution because data is connected in -house and it can connect data with external companies, and we are focusing on it.
We believe that Takano customer information is not completed with Salesforce's CRM alone.It is important to make various suggestions, including other products, as well as information that other companies have, according to the next actions of the customer.The manufacturing industry will lead to the next business opportunity, and I think the relationship with customers will change.
Koyama It will be even more important to suggest the next action of the customer.In the case of the previous example, if Toyota Motor Corporation started services with the insurance company, it would be a benefit to buying a car manufactured by Toyota.This is an important initiative because it will add value to the original added value and to add value with a new external company.
What is the role that Salesforce should take on, in the promotion of DX promotion of the manufacturing industry, and in that, Salesforce?
Takano: We have prepared some future initiatives and are talking to our customers.Since the recent manufacturing industry cannot be differentiated by products, we are thinking about what to do and is about to turn into a company that provides services.For example, Apple was originally a company that made a computer, but now the iPhone is the mainstream.From the surroundings, it will be a mobile phone manufacturer, but about 14 % of Apple's sales will provide services.As you all know, it includes AppStore and Apple Music.Apple acknowledges that mobile phones alone cannot differentiate from other companies.Since Apple thinks, it is a situation that cannot survive unless you consider the area of product + service.Specifically, it is necessary to become a company that provides what services are required for the customer's usage scene, hobbies, interests, usage, and usage.You have to think that it is necessary for the manufacturing industry to shift from the manufacturing industry to the service industry.Thinking about the service is called serving, but we are trying to think about services in the manufacturing industry together.We are thinking together, including how to make money, how to provide, and how to segment.How do you use digital among them?Why don't you think about services together because digital can be done later?I think it would be difficult for the Japanese manufacturing industry to change unless it was done from that point.We are also going to enter that far.
The major challenge is that IT positioning in Oyama Manufacturing is very weak.The business is positioned as a business human resource, and IT is IT, and until now, we have been working with each other while sharing roles.We are positioned as IT human resources, and customers have human resources who want to proceed with the core business of the manufacturing industry, so such human resources go beyond the company, discuss together, and know each other.I would like to do it together by sharing and considering discussions on creating a new business.It is difficult for human resources who have focused on manufacturing to become service human resources from tomorrow.Salesforce and Global Way want to participate together from the service.In fact, the number of people who go to the manufacturing industry from our industry has recently increased (laughs).
Takano There are many.I often say, "I was a colleague in the past."
Oyama Software Vendor's important position is increasingly moving to the manufacturing industry, taking the CEO and CIO position, and launching the manufacturing side mechanism.The DX in the manufacturing industry is so difficult, and I want to continue promoting DX in the future.
profile
Shinobu Takano Co., Ltd. As a project manager, in the planning and introduction of core business systems in the manufacturing and communication industry, the director of the Division of the Sales Force Dotcom, Sales Force Dotcom, Inc. (SHINOBU TAKANO).He moved to Software AG (formerly WebMethods) in 2006 and became a solution architect manager in the Integration / SOA / BPM / API Management area, and joined the 2012 Sales Force.com.We are leading the manufacturing solution headquarters, which is in charge of major manufacturing customers, and supports our new initiatives.Since 2018, Salesforce Korea has also served as a solution engineering department, and has been working on proposals not only in Japan but also to Korean customers.
After graduating from Yoshiichi Koyama (YOSHIKAZU KOYAMA), he graduated from Keio University, President of Globalway, joined NTT Software Co., Ltd. (currently NTT Technocross Co., Ltd.).He was seconded to NTT Software after being seconded to a foreign -affiliated consulting company Price Water House Coupers (PWC) and launching a consulting business.Engaged in many projects, such as the planning of corporate systems, the introduction of core systems such as SAP, and the construction of a system collaboration base.After that, he joined Globalway Co., Ltd. in 2012.As a manager of the cloud solution business, he has been engaged in consulting support and development projects for the use of various cloud solutions.Joined the Deloitte Tomatsu Consulting GK in 2018 to support digital transformations from various companies.In November 2020, he returned to Globalway Co., Ltd. and became the CEO.They are led by the provision of services that support corporate digital transformation in both human resources and technology.