#Japan #Tokyo #Customer Experience #Dentsu #BtoB Manufacturing

Dentsu Research Institute Unveils BtoB Manufacturing DX Consulting Solutions

In a significant move to support the evolution of businesses through technology, the Dentsu Research Institute, based in Minato, Tokyo, has announced the launch of its new "BtoB Manufacturing Customer Touchpoint DX Consulting Solutions." This initiative will officially start on July 14, 2026, and aims to enhance inter-departmental collaboration across various spheres of BtoB manufacturing, including sales, product design, and production.

This innovative consulting solution is designed to comprehensively assist companies in developing their strategic approaches to customer interactions. It spans the entire value chain, from strategic planning to execution, ensuring cohesive connections among sales, marketing, product development, and production. As BtoB manufacturing evolves, the importance of customer experience is becoming paramount. Companies now face the challenge of adapting to rapidly changing market environments through effective strategy formulation and process reform.

Background of the Initiative

In the BtoB manufacturing sector, enhancing customer experiences is now seen as vital alongside traditional focuses on product functionality. Companies are struggling with communication gaps between customer-facing departments, such as sales and marketing, and production teams, leading to information silos and reliance on individual expertise. This necessitates a thorough reevaluation of operational processes.

Dentsu Research Institute addresses these challenges by initiating transformative changes with a focus on customer experiences. The goal is to redesign organizations and their operational processes, optimizing the entire value chain while facilitating data-driven connections from sales and marketing to product design and production.

Features of the BtoB Manufacturing DX Consulting Solutions

1. Enhancement of Sales and Marketing Departments

The solution includes the design of various customer touchpoints that bridge the gap between real and digital experiences—including showrooms, e-commerce sites, and inside sales strategies. By supporting the shift to a "value-providing" sales and marketing model tailored to customer characteristics, the solution aims to standardize operations that are currently dependent on individual capabilities and enhance sales productivity while maintaining consistent brand experiences.

2. Data Connectivity and Optimization Across the Value Chain

This new offering connects the sales and marketing departments with product design and manufacturing operations, integrating both systems and processes. By aligning the decision-making, operational, and data flows, it facilitates improved sharing and collaboration between departments, ensuring that customer demands and market feedback are effectively reflected in product development and production planning. This responsiveness is crucial for establishing an efficient and effective value-delivery framework.

3. Comprehensive Support from Concept Design to System Deployment

The consulting service will provide analysis of the business environment, breaking down management goals into visible key performance indicators (KPIs) using KPI trees. This analytical approach will allow for a thorough understanding of current state and areas for improvement. The framework will also support the designing of future business models and the creation of a DX roadmap. Furthermore, the project extends to constructing a supportive environment for DX, implementing action plans, and visualizing effects, ensuring a smooth transition in the operational landscape.

Future Directions

Dentsu Research Institute commits to delivering optimal solutions that encompass customer experience design and process reform in the fast-evolving market. This initiative is expected to contribute to sustained growth and increased competitiveness for companies within the BtoB manufacturing arena.

About Dentsu Research Institute
Dentsu Research Institute operates under the corporate vision "HUMANOLOGY for the future"—creating advancements at the intersection of people and technology. Through the synergy of system integration, consulting, and think-tank functions, the Institute engages earnestly with society, stakeholders, and citizens to propose challenges and implement technological solutions toward a better society. With a strong focus on driving "X Innovation"—transcending the boundaries of technology and industry—the Institute strives to unlock the future through human and technological prowess, continually generating new value.