Unveiling "How Companies and Customers Should Communicate with Each Other!" [PRM Company Visit] Vol.5 KAGOME CO.,LTD.


What is "Visiting PRM 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 5th issue is KAGOME CO.,LTD. Interview with Kyoko Hisamori and Rumiko Taguchi, explaining the value that corporate communities can bring.

Vol. 5 "A Community Site is Not Developed in a Day. Dialogue of "depth rather than breadth" has been a part of KAGOME's corporate culture since the company's founding.

From left to right: Kyoko Hisamori ( KAGOME CO.,LTD.), Tatsuo Ishii, Rumiko Taguchi ( KAGOME CO.,LTD.)

Often cited as an example of a successful community website is &KAGOME, operated by Kagome.
Launched in April 2015, the site has grown to 60,000 members in its 10th year. During this time, they have not conducted a single campaign to attract customers. It is still an active community with an active rate of over 10%.
However, these figures are only the result, and there is something else that the "people inside" value. This is the heart of the community policy, which has taken root in KAGOME's corporate culture even before the community was launched.

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.

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