Why is the difference between tools that take root and those that don’t found in “customer success”?

Under the mission of “Creating new value in the beauty and health field,” Univa Fusion Co., Ltd. plans and sells a wide range of beauty and health products, including the cutting-edge diet drink “Kombucha Cleanse,” which is a hot topic among overseas celebrities, and the non-chemical, free-formula cosmetics line “Separfait.”

The company, which has developed numerous hit pieces of content, introduced BOTCHAN to address its marketing challenges. How does the BX platform “BOTCHAN” transform corporate marketing through its chat-form service?

In this interview, we asked the company about the marketing challenges they faced before implementing BOTCHAN and the changes they have seen since its introduction.

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The key to successful adoption is the quality of customer success.

━━ To begin with, please tell us what marketing challenges or concerns led you to implement BOTCHAN.

From the outset of our marketing activities, we have always been conscious of the challenges around optimizing and improving our entry forms.
For that reason, even before introducing BOTCHAN, we had already implemented several chat form tools from other companies.

However, although we had not been able to find a tool that would really take root in our operations, the one we encountered more than three years ago was BOTCHAN.

Because our company has a culture of “let’s try new tools first,” we initially introduced BOTCHAN simply as one of many available chat form tools.

To be honest, I did not initially expect BOTCHAN to take hold the way it has.

━━In this context, why did BOTCHAN manage to become established as a tool?

In a word, it would be “the quality of customer success.”
When we first implemented it, we were using several chat form tools in parallel, but I still remember how quickly we switched over to BOTCHAN. I believe the reason is that, compared with other companies, their response was remarkably “fast,” “flexible,” and “thorough.”
Although our marketing team conducts effectiveness verification on a daily basis, there are inevitably some figures that we fail to fully capture.
Ideally, of course, we would have enough internal capacity to handle everything ourselves, but in reality, given the number of new initiatives we are running, it is very difficult to secure the time needed to rigorously validate results down to the finer details.
In that context, the BOTCHAN customer success team not only responded quickly and carefully, but also proactively proposed improvements based on the data.

In fact, looking only at the effectiveness verification within the chat form, we were able to work on improvements while closely tracking the numbers, which made it appealing that we could communicate with you as if we were part of the same team. While many other companies tend to be more passive, I believe this level of customer success support was the decisive factor in our continued use of the service.

The decisive difference between tools that take root and those that do not

So is the difference between tools that take root and those that do not ultimately a matter of customer success?

Of course, I understand there are multiple factors involved, such as functionality and pricing. However, not only for chat platforms but in general, it is now difficult to differentiate purely on features, and there is no one-of-a-kind, definitive solution.
That is precisely why I believe customer success becomes the deciding factor.

━━What does this mean?

What matters to us is not when a solution is introduced, but whether we can quickly iterate on the subsequent process of hypothesis testing.
To accelerate the speed of this hypothesis-testing cycle, careful communication and rapid response times are essential.
If this area of customer success is neglected, we will be unable to run hypothesis tests, causing delays in executing initiatives and leading to losses of time and opportunity. Nevertheless, despite this, the reality is that few tools become firmly established because customer success is often insufficient.

In BOTCHAN’s case, the customer success team not only responds quickly, but also proactively works on improvements and makes suggestions.

For example, when it identifies issues such as the chat form design or sections with high drop-off, it immediately proposes new measures. Once we give the go-ahead, those measures are implemented, which allows us to concentrate our resources on hypothesis testing—the most critical aspect of marketing—so it has been extremely helpful.

What specific changes have occurred as a result of implementing BOTCHAN?

I feel that we are seeing changes not only in numerical results, but also in how we communicate with users.
With a standard entry form where users simply enter their customer information, communication is strictly one-to-one between us and the user. In that setup, it was difficult to create a customer experience that went beyond “purchasing,” and communication tended to become one-sided.
However, once we introduced the chat form tool, the communication shifted to a third-person structure. In addition to us and the user, there is now always a third party present: the chat form itself.

Even wording that might sound pushy if it came directly from us can, when presented as a recommendation from a neutral chat platform—such as, “50% of people who bought that product also purchased this one”—serve as a nudge that helps users who are hesitating at the final step to complete their purchase.
By having BOTCHAN act as a lubricant for communication with users, we feel that it frees us to focus our own communication on conveying the worldview and story behind our services.

BOTCHAN is a partner that stays with you all the way through to execution of your initiatives.

━━Is there anything you expect from BOTCHAN going forward?

Yes, exactly. If we could easily edit text on our side and run A/B tests, we would be able to iterate our hypothesis testing more quickly, so we are looking forward to improvements in the system in that regard.

At the moment, as the number of initiatives and products increases, there are inevitably areas that are difficult to fully address. We would be pleased if these improvements allowed both sides to allocate more resources to new initiatives and further enhancements.

━━ Thank you very much. Finally, do you have any advice for readers who are considering implementing BOTCHAN?

In a D2C company like ours, I imagine you are constantly engaged in testing various hypotheses in your day-to-day marketing activities.
I believe BOTCHAN can become like a member of your own team, working with you to think through these marketing challenges and staying alongside you all the way through to execution.
This is not limited to chat forms; it applies to any tool, but it is extremely rare to see immediate numerical results right after implementation.
That is why it is crucial to make steady, continuous improvements after implementation. This does require persistence, but I see BOTCHAN as the partner that supports you in that process.
If you currently have any concerns about your marketing activities, I highly recommend that you first consult with the BOTCHAN Customer Success team.

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If you would like to confirm whether BOTCHAN can be implemented in your company, or if you would like advice tailored to your situation, please feel free to contact us with any questions or inquiries.

A specialist consultant will respond.