Patient referrTrusting dealersgs of hearing aidsalstintfi reporPpriaApprote tiar Quick and correctnosis gpaent ceo4 diactorsg dCustomer Information InfrastructureVarious point systemsMy RIONETSalesPortFitting notebookRionet NaviMedPortBrand sitesCustomer managementsystemRemote support systemSupporting membersWeb consultationOnline reservation systemContact centerCommunity sitesWebinarsTrustinThe long and winding road to kickoffThe biggest challenge was spreading awareness within Rion.The goal of Rionet Circle—integrating the digital world with the real worldHiroaki OkudaMedical Instrument Sales Department, Medical Instrument Division. Since joining Rion in 2000, he has been assigned to RION FCC Osaka Hearing Consultation Office, where he learned how hearing aids were fitted while working with customers. He was transferred to Tokai Rion Co., Ltd. in 2008, where he worked as a hearing aid sales representative. He has worked in the Technical Support Section since 2014. In April 2023, he is the Manager of the Rionet Circle Promotion Section.our access to patients at the very first hospital or clinic they visit.Although the Rionet Circle is now a top management goal of the Medical Equipment Division, the road leading up to this point was not easy. The most difficult part, according to Ota, was to spread awareness within the company itself. Ota repeatedly and passionately explained what the Rionet Circle was and why the company required it to remain a hearing aid manufacturer sought after by the public. Many times, he failed to get his message across, but at such times he tried to foster awareness among those around him one step at a time, seeking to accumulate small but solid achievements.“With in-house projects, it’s typical for the members on the project to unknowingly build walls around them-selves. So, among outsiders, the project generates puzzlement: What exactly are they doing? We fell into the same trap at the start of this project. We decided to focus on small achievements. For exam-ple, we changed the information shar-ing process at the call center. In the past, we’d been giving straightforward answers to inquiries from customers, and that was the end of it. But now we’ve created a system to track whether the customer actually took any action, like visiting an otolaryngologist or a retailer after the call. Then, the employees out-side of the project began to see what we were trying to do. We started to gain ground little by little. These achieve-ments also helped propel progress among the members. We appealed to management through grassroots activi-ties and approached the problem from both the top and bottom, building a consensus brick by brick.”The COVID-19 pandemic provided a tailwind for the rapid digitization of people’s lifestyles and helped set the Rionet Circle concept in motion. Since it handles large-scale customer data, including medical information, it requires cyber security measures, and to handle the enormous costs involved in creating the Rionet Circle, we needed to develop better products. But once the Rionet Circle is up and running, vari-ous hurdles posed by product develop-ment will gradually be resolved. Cus-tomer feedback on products can be col-lected through the website and call cen-ter as a matter of course and shared with the development department, meaning we’ll get a realistic picture of market needs.“IT tools quickly become obsolete if they aren’t used,” says Ota. “The most important thing is that customers, healthcare professionals, retailers, and everyone else continue to use them. We will devote our efforts to creating con-tent that meets the needs of all users so that they want to keep using it as a tool.”Hiroaki Okuda, who has experience in various fields related to hearing aids, from hearing aid fitting research to the launch of new stores, joined the Rionet Circle Promotion Section and has been involved in the creation of Rionet Circle concept together with Ota from the very start. He’s currently the key figure in charge of the overall design of the content on the portal site and the proj-ect output strategy.“The most important thing for me is providing a touchpoint with users,” explains Okuda. “Simply put, the Rionet Circle is a platform for creating touchpoints with users in all perceivable situations and guiding users into becoming loyal customers. But what makes for a touchpoint obviously differs from person to person, as some may go directly to a store to buy a hearing aid without making an appointment, and others will make an appointment beforehand. Some people may prefer to compare and evaluate products online before purchasing one from a store, and others may prefer to visit a store to see and compare products firsthand. With regard to the mode of communication, some people prefer voice calls, others prefer social media or postcards, and some even prefer meeting their favorite salesperson at their regular store. So, while the Rionet Circle will be a collec-tion of digital services, we don’t see it as exclusively digital; rather, as something that functions through both the digital and real worlds, and which can remove existing boundaries.”Three portal sites have just been launched. We’d like to launch a service that allows us to respond to user issues as quickly as possible, but unfortunate-ly, we haven’t yet been able to construct a system to do so. However, response to the “Rionet SalesPort” service has been The Rionet CircleA positive synergygenerating network of customers, retailers, and healthcare professionals created by the Rionet Circle. Rion will use digital tools to offer appropriate followup actions in a timely manner to win customer trust.The 16 Active Actions in the RIONET CIRCLESixteen digital actions will be implemented sequentially in the Rionet Circle. Once the most important customer information infrastructure is completed we will successively implement functions that offer convenience to customers, including an online reservation system and a remote support system.
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