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Suntory Publicity Service’s Innovative Move with SmartDB

In a bid to enhance operational efficiency, Suntory Publicity Service, headquartered in Koto City, Tokyo, has integrated SmartDB, a digital transformation cloud service offered by DreamArts. With this implementation, Suntory aims to reform its company-wide processes, particularly focusing on simplifying and automating the onboarding procedures for employees. This initiative will officially commence across the company in December 2025, aiming to consolidate all employee onboarding and offboarding requests into a single, streamlined operation, significantly cutting down on the time needed for back-office verification tasks.

Background of SmartDB Implementation

Suntory Publicity Service has been diversifying its business operations, spanning the management of corporate and cultural facilities, consulting, human resource development, and brand marketing. However, this diversification had led to a complex organizational structure. To address these challenges, the company launched a company-wide reform project in 2024, aiming to create an environment where every employee can engage in digital transformation efforts. The first area of focus was reviewing the onboarding and offboarding procedures, which proved to be a high-priority issue due to the presence of various employment types including part-time and temporary staff. Thus, enhancing efficiency in these processes was urgent.

The existing procedures were cumbersome, often involving multiple departments like HR, general affairs, and accounting. To tackle this, Suntory sought a solution that could automate task assignments starting from HR, allowing for centralized management. SmartDB was chosen as an adaptable platform that could accommodate future business expansions while enhancing internal capabilities through self-developed solutions.

Reasons for Choosing SmartDB

After evaluating various workflow and database products, Suntory Publicity Service decided on SmartDB for several key reasons:

1. Robust Security and Flexible Access Control: Given the need for stringent control over who could view sensitive information, SmartDB's capacity for flexible permission settings at the screen and departmental level was a crucial factor.
2. Seamless Integration with Existing HR Systems: SmartDB could easily mesh with Suntory's existing HR system, allowing for a unified management approach of foundational data with additional input controls.
3. Ease of Internal Development: The no-code development capabilities of SmartDB were appealing to Suntory, as they prioritize ground-up initiatives led by their own teams.
4. Proven Success with Similar Operations: DreamArts had previously supported similar transformation projects, instilling confidence that SmartDB could be effectively utilized in this initiative.

Outcomes of SmartDB’s Implementation

With the integration of SmartDB, Suntory Publicity Service has successfully consolidated what was once a fragmented onboarding process spread across 17 different forms into a single workflow. This simplification has led to a notable reduction in the time spent on verification efforts, effectively minimizing input errors and administrative overhead. Furthermore, a transparent progress tracking system has been established, enhancing communication among relevant stakeholders and significantly reducing oversights in applications.

The project aligns with a broader goal of 'digital democratization', empowering non-IT departments such as HR and general affairs to actively engage in digital transformation and create value through continuous self-led improvements. This initiative has also fostered improved digital skills among team members, paving the way for an ongoing commitment to internal capabilities development driven by SmartDB. The supportive partnership with DreamArts has encouraged staff to adopt a proactive attitude towards process improvements and operational efficiency.

Statement from Yuzen Idaka, Suntory Publicity Service

Yuzen Idaka, from the Management Headquarters of Suntory Publicity Service, commented on the importance of standardizing business processes as a part of their overarching reform strategy. He highlighted the digital utilization environment created through SmartDB implementation as a significant first step in organizing previously complex processes, while reinforcing collaborative structures among divisions. Notably, he recognized the rise of a proactive mindset among team members, facilitated by DreamArts' support, as a vital indicator of the project's success.

DreamArts continues to emphasize 'co-creation' as its guiding principle, striving to offer comprehensive solutions that enhance operational competence and corporate competitiveness.

For further information on SmartDB and its capabilities, visit the official website here.