Interview with Assurant Japan on “Torisetsu”!
Kosuke Sakurai, Megumi Takenaka (from left)Saiga NAK
(The following blockquotes are translated from Japanese.)
― Thank you for your time today.
Saiga NAK
― Please give us a brief self-introduction and tell us about your favorite game.
Mr. Sakurai: I am Kosuke Sakurai, General Manager of the Home Business at Assurant Japan.
I actually won the first lottery for the Nintendo Switch 2, so I’ve been playing Fortnite with my two sons recently.
It also helps me make friends with my sons’ friends, fostering cross-generational communication.
Saiga NAK
Ms. Takenaka: I am Megumi Takenaka, Product Planning & Sales Manager at Assurant Japan.
I am bad at games… I played Dragon Quest a long time ago, but I kept getting defeated by Slimes.
There was a period when I was heavily addicted to Pokémon GO, but I got so hooked that I felt a sense of crisis, thinking, If I keep this up, I won’t be able to do my job! So I’m currently detoxing.
― What?! I want to dig deeper, but I’ll refrain… Could you tell us about Assurant again?
Ms. Kobayashi: I am Marie Kobayashi, in charge of Marketing & Communication.
I will explain Assurant to you.
Assurant, Inc. was founded in the US as a property and casualty insurance company and has a history of over 130 years to date.
A distinctive feature is that it pioneered product warranty services for mobile phones starting about 35 years ago.
It also offers a wide range of insurance services, including home appliances, commercial equipment, real estate, and finance, to 325 million customers in 21 countries worldwide.
― That’s quite a wide range.
Ms. Kobayashi: The largest of these is the mobile device and smartphone business.
I think the typical smartphone warranty often involves providing a replacement device as a guarantee against loss, theft, or malfunction.
Assurant handles the lifecycle management of smartphones and mobile devices, including these services. We cover device warranties, repairs, customer support, trade-ins, and the refurbishment and resale of trade-in devices.
― Where are the trade-in devices sold?
Ms. Kobayashi: It’s difficult to name specific companies, but as a B2B2C company, we provide services in cooperation with major carriers both domestically and internationally.
― I heard that you have a Device Care Center in Japan as well, bringing used devices back to life.
Ms. Takenaka: Japan actually has the second-largest economy after the US, and Assurant Japan is highly valued by the head office.
― Please also tell us about Assurant Japan.
Mr. Sakurai: Assurant Japan, like Assurant, Inc., handles mobile device lifecycle management and a home appliance warranty business. However, a more unique example is that we developed and operate “Torisetsu,” one of Japan’s largest instruction manual management apps.
― I use it too!
Mr. Sakurai: Thank you (laughs).
The “Torisetsu” app was developed by Trygle Co., Ltd. in 2016 with the concept of making instruction manuals paperless and promoting DX.
Later, in 2021, Trygle Co., Ltd. joined the Assurant Group, accelerating its evolution by leveraging synergy with the existing Home Business.
Last year, we released “Torisetsu Kaden Hosho (Home Appliance Warranty) Plus,” which integrates the massive database of instruction manuals and home appliances with Assurant’s expertise in the warranty business.
Saiga NAK
― It’s hugely popular, having surpassed 5.8 million downloads at the time of this interview.
Mr. Sakurai: We are very grateful for that.
“Torisetsu Kaden Hosho Plus” has also received a better-than-expected response.
We actually haven’t run any advertisements, but many users find us through search traffic.
― Could you tell us more about “Torisetsu Kaden Hosho Plus”?
Mr. Sakurai: “Torisetsu Kaden Hosho Plus” is a three-in-one service that includes instruction manuals, technical support, and a home appliance warranty.
We provide repair coverage when an eligible home appliance breaks down, and our expert advisors offer support for any problems with home appliances.
― The technical support gives the impression of a jack-of-all-trades.
Ms. Takenaka: That’s right.
Inquiries can be made via a contact form, chat, phone, or video call, and our expert advisors solve your problems with home appliances.
― Video calls sound convenient.
Ms. Takenaka: Sometimes it’s hard to explain things verbally, and by showing us the actual condition, we can often suggest concrete solutions.
Saiga NAK
― What kind of inquiries are most common?
Mr. Sakurai: The most common are smart TV-related.
As IoT home appliances increase in Japan, many people struggle during setup.
A typical manufacturer’s support can only answer questions related to the scope of the TV, but our strength is that we cover everything, not just the TV, but also the router and smartphone operation.
― Support that crosses manufacturer boundaries is very helpful.
Ms. Takenaka: We have a system in place that can handle anything registered in Torisetsu, whether it’s PCs, smartphones, or general home appliances.
Also, our expert advisors can refer to a customer’s inquiry history the moment they receive an inquiry.
This information sharing creates a scheme where customers can move toward problem resolution without stress.
― So the Torisetsu database comes into play.
Ms. Takenaka: That’s right.
If the customer has product information registered in Torisetsu, they can save the trouble of looking for the model number every time.
Saiga NAK
― You also announced “Torisetsu PRO” as a new initiative.
Ms. Takenaka: “Torisetsu PRO” is a service menu for corporations that can utilize the user and product information accumulated in Torisetsu.
We are proposing banner advertisement placement menus that can reach over 1 million active users, and we are currently receiving a very large number of inquiries.
Furthermore, we are developing a push notification sending menu that can reach all download users, and a special channel opening menu that allows companies to appeal to users with original content using Torisetsu as a platform.
― Opening a channel is interesting.
Mr. Sakurai: There are actually companies that have opened a dedicated channel on Torisetsu and have been using it for years.
They can reach enthusiastic users who have registered for the channel and utilize surveys and push notifications.
We are also receiving inquiries about this at the moment, and we want to pursue various initiatives in the future.
Saiga NAK
― Finally, please tell us about the prospects for “Torisetsu” and Assurant Japan.
Mr. Sakurai: Assurant’s purpose is to expand the possibilities of our customers’ lives and create a better future in a connected world, and we want to grow each product together while listening to customer feedback.
The most immediate focus is definitely “Torisetsu.”
If you have trouble with a home appliance, just leave it to “Torisetsu.”
Our current goal is to evolve the platform further by nurturing a place where customers can find the information they are looking for, together with the customers, while also advancing our B2B expansion.
Ms. Takenaka: We definitely value B2C but are becoming more conscious of B2B2C.
We are currently having various discussions with customers, and we plan to use the knowledge gained there to further improve “Torisetsu.”
Mr. Sakurai: Another thing is the utilization of AI.
We are not thinking about just throwing AI at everything, but we are moving to actively utilize AI in the areas necessary to fulfill the aforementioned vision.
In fact, AI is already operating behind the scenes, contributing to efficiency, and how customers can directly benefit from this advantage may be a key point.
― Thank you for your time today.
All: Thank you very much!
AloJapan.com