Turn customer voices into the growth engine of the company and business

Yusuke Yokoji
Representative Director, G-NEXT Inc.

Turn customer voices into the growth engine of the company and business

G-NEXT Inc. develops and sells “Discoveriez”, a customer relations DX platform that contributes to the growth of a company and its business by digitalizing and visualizing VoC (Voice of The Customer: customer voices such as criticisms, requests, and praise received by the customer service representative that connects the company and its customers), which it used to gather and process physically, and thereby ensuring timely and uniform company-wide crisis management and quality control from the frontline to management. G-NEXT has been consistently achieved outstanding results in Japan despite the niche field of DX platform for VoC. Mr. Yusuke Yokoji, the company’s representative director, describes how the company was established and its relationship with Mitsubishi UFJ Capital (MUCAP).

Background

—Realizing the importance of customer service

Growing up in an environment with PCs around from my childhood, I enjoyed making things on PCs. After graduating from university, I joined a game developer, but I realized that I was not very fond of computer games. Afterward, when I was involved in developing a B-to-B accounting system, I found that the idea of what is now called UI/UX did not exist, and it could create new business opportunities. So I decided to go independent and started this company. That is the starting point of G-NEXT.
Two years from the inception, we supported a leading office equipment manufacturer to replace their customer service system, and it was a crucial turning point for us. I worked at the client’s site, near employees who received many telephone calls, which seemed a tough job requiring individual skills. At the same time, I noticed that this department was where valuable information came in. For example, a complaint about a product would straightaway provide major tips for improving its quality. Also, they sometimes receive a request for a sales visit without going through the sales department. Trying to think of practical ways to forward such requests to the sales department would also lead to improvement in sales. I realized that the customer service desk was obtaining a lot of information linked to business growth, so I decided to make system development for that department as the mainstay business, and that’s how we are here today.

Encounter with Mitsubishi UFJ Capital

—An opportunity for corporate structural improvement

I first contacted MUCAP in the spring of 2019. But at that time, we did not reach an agreement for investment. Though I proceeded with the preparations, it was just before shifting full-fledged to the cloud, and it cannot be denied that there were some weak points in the business plan. Nonetheless, because MUCAP pointed out those issues sincerely, we became serious about introducing SaaS and cloud. We integrated the services we had been offering individually, such as knowledge management and voice recognition systems for customer support, into the DX platform. This has led to the current “Discoveriez”.
The then management, including me, loved making things, and when it comes to development, we tended to run at full throttle. But right around that time, a person who applied the brakes in a positive way joined the company as CFO. So, our CFO refined the cost control, saying that when you want to push accelerator, there should be some controls if it is a business, and once he began in charge of our finance strategy, the company became muscular and solid. Moreover, controlling the acceleration within the restrictions also led to a deeper consideration of customer requirements. For example, when someone requests function A, we began thinking more thoroughly, considering whether adding function B instead of A would lead to a more fundamental solution. Consequently, we began utilizing our resources more effectively than before. Following such changes to the company, we once again got a chance to talk to MUCAP in 2020. MUCAP gave a highly favorable opinion of “Discoveriez” potential, which led to a full-fledged relationship.

Relationship with Mitsubishi UFJ Capital

—Impressed by the aggressive stance which doesn’t seem like a bank-affiliated company

We had talked with various VCs, but what differentiates MUCAP from other companies, in my opinion, is its aggressive stance unusual in a bank-affiliated VC. Specifically, MUCAP proactively led during the VC round. Afterwards, Mr. Sato of MUCAP said to us, “It was obvious that “Discoveriez” was a superior product as the domestic No. 1 DX platform for VoC. Corporate structure also had improved after the CFO took charge. It was nothing more than a fair appraisal rather than an aggressive approach.” MUCAP properly listened to what we had to say and committed after thoroughly understanding our product.
MUCAP leading the VC round provided an impetus, as other VCs also participated, and we succeeded in equity financing. I am truly thankful for that. I think we were able to build trust in a short time only because it was MUCAP.

Future Prospects

—Turn the voices of various stakeholders in the company into a growth engine

What we are doing has not essentially changed as such when comparing before and after the listing. However, the level of social trust in us increased with the listing, and I feel that we have more choices than before upon trying new developments. As an executive, I feel happy to realize that there is scope for more growth. I mostly learn from various people rather than lead people with strong charisma. So, I engage in management bearing in mind the Chinese proverb of 以人為鑑 (one man’s fault is another’s lesson). Listening carefully and learning from counterparts have something in common with the customer relations DX platform “Discoveriez”.
Going forward, I would like to evolve “Discoveriez” as a platform for customers and all other diverse stakeholders, including employees and shareholders, assisting in information sharing and management.

Interviewed in August 2021

Company

G-NEXT Inc.

https://www.gnext.co.jp/

Primary business activities

Development and sales of customer relations DX platform “Discoveriez”
Development of BI / AI utilizing customer contact data
IT-related offshore development in Myanmar

Company History

2001	July	Established G-NEXT, Ltd. in Kagurazaka, Shinjuku-ku, Tokyo
2003	April	Launched “CRMotion”, a dedicated customer relation service
2005	April	Changed corporate name from G-NEXT, Ltd. to G-NEXT Inc.
2012	April	Relocated head office to Iidabashi, Chiyoda-ku, Tokyo
2014	May	Established consolidated subsidiary G-NEXT Company Limited in Yangon City, Federal Republic of Myanmar, with the aim of software development
2019	November	Released customer relations DX platform “Discoveriez”
2021	March	Listed on the Tokyo Stock Exchange Mothers market (securities code: 4179)

“Real Voices”