Toyo Aluminum, maker of Sunfoil and Fil-tan, introduces customer understanding AI "Commune Voice"

Commune Inc., provider of "Commune," which fosters trust through mutual interaction, announces that Toyo Aluminum Eco Products Co., Ltd., manufacturer and seller of "Sunfoil," "Fil-tan," and other products, has begun analyzing the "Voice of Customer" (VoC) accumulated over more than 35 years and will provide support for utilizing customer feedback.

Utilizing the customer understanding AI "Commune Voice" through VoC analysis, the company will conduct end-to-end analysis of posts on its fan community "Otanoshimi CLUB Community," inquiries to its customer service center, and user-generated content (UGC) on social media.

The analysis results will be used to identify Category Entry Points (CEP), strengthen product development, sales, and promotional measures, and accumulate knowledge for inquiries.

Previous Challenges

With the slogan "Always by your side in life," Toyo Aluminum Eco Products has emphasized dialogue with customers and reflecting that in their products to create items that are close to daily life. While the company receives a large volume of feedback, including from its fan community, over 400 handwritten postcards from customers each month, and inquiries to its customer service center, it faced the challenge of not being able to fully utilize this feedback.

[VoC-related challenges faced by the company]:

- The collection of feedback relied on the visual inspection and intuition of staff, leading to personalization. This meant that when the person in charge within the company changed, the process would reset. - Management was dispersed across different channels, making it difficult to grasp and utilize feedback across channels. - It was difficult to utilize feedback in product development and sales activities unless it was quantified in "volume," but this quantification had not been achieved. - It was difficult to track immediate responses or changes over time.

Commune has been supporting the operation of the "Otanoshimi CLUB Community" since April 2024. In addition to interaction between the company and its members, interaction among members has also emerged, accumulating over 50,000 pieces of customer feedback in approximately two years. However, much of the fan feedback accumulated in the community remained buried and was not being effectively utilized.

VoC Analysis Support

Turning 35 years of "voices" into assets: Toyo Aluminum revolutionizes product development with customer understanding AI "Commune Voice"

Using "Commune Voice," Commune will support the identification of CEPs by comprehensively analyzing all scattered VoC data, including feedback from the community site, inquiries to the customer service center, and UGC on social media, from both quantitative and qualitative perspectives.

Initially, approximately 10,000 pieces of feedback from the past several years collected from the community and customer service center will be analyzed. CEPs will be identified by quantifying differences by channel, seasonality, trends, and other factors.

Product Development and Sales Promotion Process Based on Consumer Voices

Future Outlook

By leveraging quantitative data to prioritize measures and uncovering latent needs, such as unexpected ways products are used, customer understanding will be accelerated. Commune Voice will support VoC utilization as a foundation to support the company's business growth by promoting the development of a third pillar of products alongside Toyo Aluminum Eco Products' flagship products "Sunfoil" and "Fil-tan," and by strengthening collaboration with the sales organization responsible for distribution.

What is Commune Voice?

"Commune Voice" is a service that analyzes vast amounts of feedback from community sites and social media, as well as VoC data from surveys and inquiries, using generative AI to enable quick insight discovery. By comparatively analyzing the CEPs (Category Entry Points, reasons for recall and purchase) of its own brand against competitors, it can also support efforts to become the top-of-mind brand. With an intuitive interface, it significantly reduces the time and cost previously spent on customer understanding while contributing to the efficiency of analysis operations.

▼Details of "Commune Voice" here

Service Site: https://commune.co.jp/voice/

Download Materials

Commune Voice Usage Scene Image

About Toyo Aluminum Eco Products

Toyo Aluminum Eco Products, with its parent company Toyo Aluminum K.K., which manufactured and sold aluminum foil for the first time in Japan, provides daily necessities that continue to be close to life under the slogan "Always by your side in life." Its main products include "Sunfoil," a representative household aluminum foil, and the filter product "Fil-tan," which saves the effort of cleaning range hoods with just one application and also serves to purify air from ventilation openings. The company offers a wide range of innovative products that make housework easier and life more comfortable.

https://www.toyoalumi-ekco.jp/products/

About Commune Inc.

With the vision of "Creating a future where all organizations and people blend together," Commune Inc. develops the Commune business, which supports "trust-based management" that utilizes the power of customers and employees in all corporate activities, with trust as its core.

Service Site: https://commune.co.jp/

Company Profile

Company Name: Commune Inc.

Representative: Yuya Takada (Representative Director, CEO)

Established: May 2018

Business Activities: Development of businesses that implement "trust-based management" in society

Location: TK Ikebukuro Building 3F, 5-22-33 Higashi-Gotanda, Shinagawa-ku, Tokyo 141-0022

Company Site: https://communeinc.com/ja