Unveiling "How Companies and Customers Should Communicate with Each Other!" Notice of the start of a series of new content "Visiting PRM Practice Companies"

Began serializing "Visiting PRM Practice Companies"

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Nowadays, there are more and more companies trying to directly connect with their customers.
In this series of interviews with partner companies that practice PRM (Partner Relationship Management), which we advocate, we will clarify "Why is it necessary to connect directly with customers?
The interviewer is Tatsuo Ishii, Executive Advisor of Kao Corporation, who has long been involved in brand marketing at Kao.

Tatsuo Ishii, Executive Advisor, eLife Inc. He served as manager of a number of brands for 14 years at Kao Corporation, where he also launched Agience as a new business. In 2003, he established the Digital Marketing Center, where he was involved in the planning and operation of web-based strategies and established the Digital Marketing Center as the head of the center. In 2017, he was appointed as Executive Advisor for eLife Inc.. Marketing Meister, Japan Marketing Association; Member, Digital Media Committee, Japan Advertisers Association; Chairman, Brand Experience Jury, Dentsu Advertising Awards; Part-time lecturer, Graduate School of Business Administration, Waseda University; Executive Fellow, Adobe; Auditor, C Channel Inc. He is a leading expert in the field of marketing.

The first issue is available at Japan Airlines Co., Ltd. Interview with Toshio Yamana and Takanori Konishi, explaining the value that corporate communities can bring.

Vol. 1 "JAL Brand Damaged by Business Failure. How did the travel community "trico" and the official Social mediacontribute to the revival?

From left to right: Tatsuo Ishii, Takanori Konishi (Japan Airlines Co., Ltd.), Toshio Yamana (Japan Airlines Co., Ltd.)

In this first installment, through interviews, we specifically investigate the value that "JAL's travel community trico," for which we provide operational support, brings to JAL.
When JAL experienced bankruptcy in 2010, the company was quick to use "trico" and official Social mediato create digital contact points. Focusing on the history of this project and its contribution to JAL's revival, we will elucidate the value that "trico," with its seemingly small contribution to the business with 22,000 members (as of October 2023), which is very small compared to the more than 30 million passengers it handles annually, can bring to JAL.

PRM (Partner Relationship Management) that we advocate

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*PRM = Partner Relationship Management. A marketing concept that views consumers as partners and seeks to create value and expand contact points through collaboration with partners.