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Wednesday, December 6, 2023

Honne POST," which analyzes customer feedback to help attract customers, selected for Urban Innovation KOBE

Hakobun, which provides one-stop support from VOC collection and analysis to customer attraction and utilization, has been selected for Urban Innovation KOBE, a project in which startups and city officials collaborate to solve regional and administrative issues in Kobe City!
Establishment of a system for collecting and exchanging opinions of junior high, high school, high school, and university students who will lead Kobe in the future! The theme of this project is to establish a system for collecting and exchanging opinions that will enable many young people living in Kobe City to casually participate in the city government as the city's future vision and urban development are discussed in preparation for the formulation of the next Comprehensive Basic Plan.

What is Honne POST?

Honne POST is a digital letter customer communication tool that allows you to easily obtain "real voices" from customers, visualize and analyze insights, and promote repeat business through after-sales communication.

Customers can send their impressions of products and services they have used or events they have attended to businesses on LINE, anonymously and in the form of a letter. Businesses are able to discover latent needs from the customer's "little true feelings" that cannot be extracted through questionnaires or direct conversation, and directly apply them to service improvement and new product development.

The ability to reply anonymously after answering allows for casual two-way communication with post-user customers with whom it is difficult to establish contact at a "just the right distance". This can also be used to build a fan base.

Honne POST can be used not only in the business world, but also in a wide range of situations, such as measuring the effectiveness of measures and events in local government and casual communication with citizens. We are committed to solving problems in various areas of society caused by "communication inefficiency.

Background of Service Provision

In the midst of unpredictable changes in the environment and advances in technology, personal lifestyles and values are changing at an even faster pace. As a result, it will become even more essential for companies to accurately grasp the hidden real signals (=insights) of customers that cannot be seen by the naked eye in order to achieve business success.

On the other hand, it is difficult to draw out the "deepest thoughts" of customers due to the psychological hurdle of "it is difficult to communicate directly" on the customer side, and the "fixed questions" in the survey form from the business's point of view. In addition, due to the nature of SNS and airplay, which are based on the premise of "one-sided evaluation of the business side", arbitrary and heartless postings are often found, and they are not fully functioning as a "place to communicate and convey honest opinions to the business".

We believe that by eliminating the gap between the "want to say but can't say" and the "want to ask but can't ask", we can improve the customer experience and promote business growth. As a first step, we have decided to release "Honne POST" in order to provide a place where the honest language of the customer can reach the business directly and build a new relationship.

Service Features

Honne POST provides one-stop support from "cognitive design and design" to elicit customers' true intentions to troublesome "analysis and follow-up.

(1) Design: Experience design that makes you want to tell people about it
Our professional designers will propose and create a cognitive flow line and design that "makes you want to tell them" by applying behavioral economics and interest-attracting tricks to the site of introduction. In addition, we draw out customers' true intentions through a UI/UX that is based on the motif of "exchanging letters" and makes it easy to convey one's thoughts and feelings. Of the approximately 3,000 posts so far, including the beta version, about half have been posted with more than 50 words of specific information, and there have been many positive comments such as thanks as well as complaints and suggestions for improvement, leading to improved employee satisfaction.

(2) Analyze: Visualize customer insights through sentiment analysis
Messages received from customers are automatically aggregated on the dashboard in real time, allowing you to focus on analyzing the causes of service improvement. In addition, with our proprietary sentiment analysis, customer sentiment and requests for improvement can be ranked and aggregated for each item in order to simply grasp the needs of the customer.

(3) Connect: Easy after-communication
You can reply to the received voice anonymously and build a good relationship with a casual yet special feeling of "just the right distance. The system also includes a wealth of communication functions tailored to your needs and a support menu (e.g., examples of high-quality replies) that enables after-sales follow-up without increasing the operational load. It is possible to increase the number of fans and supporters by creating a point of contact for after-sales communication and conveying the thoughts and feelings of the business, rather than just a one-shot customer survey.

(4) Accompanying support
We also provide consulting services that consistently accompany and support the above process to maximize the quality and quantity of customer feedback and utilize it for business growth. As companies and stores accelerate their use of digital technology to improve the customer experience, Honne POST supports the digitization of the collection and use of customer insights.

Case Studies and Use Cases

The closed-release version has been introduced to large corporations, municipalities, and retail businesses.

Introduction of case studieshttps://lp.honnepost.com/case/fpco

Use Case Image
(1) New businesses of large companies, event and exhibition organizers, local governments
PDCA for new project development, citizen opinion surveys for regional policy formulation, and measuring the effectiveness of large-scale events.

(2) B-to-C businesses with small to multi-store operations, and large-scale businesses with franchise operations
Customer feedback and relationship enhancement, measuring the effectiveness of new initiatives, and optimizing marketing strategies for each location.

Target Businesses for Services

Honne POST offers its services in the following two forms
(1)Monthly usage plan
(2)VOC (voice of customer) consulting and accompaniment support plan

In addition, we also provide a web browser version for inbound travelers and foreigners in foreign languages, as well as integration into official LINE accounts and applications operated by our own company.

Click here to download the materials.


For future business expansion, Zeroichi Capital and the Japan Finance Corporation provided a total of 40 million yen in a seed round of financing. With the procured funds, we will further develop the functions of the product and strengthen the recruitment and organizational structure.

Representative Profile

Hakubun Corporation
Tsuyoshi Morikida, Representative Director

While working for Sumitomo Corporation, he was in charge of business development with startups in the Digital Business Division. He left Sumitomo Corporation on March 31, 2010 and founded Hakobun Co. With the mission "to improve the power of business creation in Japan through the distribution of practical voices", he operates a communication design business that connects customers and businesses in an honest manner.

Representative's Comment]
Do you ever have a "little true feeling" in your daily life, such as "this is very good" or "this could be better"? These practical comments contain important customer insights and keys to business growth.

On the other hand, I am sure that there have been times when you have left a restaurant feeling somewhat bewildered because "the staff seems busy", "it is difficult to speak directly", or "the questionnaire is too much trouble". My own nucleus was one of those people who felt this kind of frustration, and I always felt that "if only I could communicate this language, we would both be happier.

In addition, while working in an organization as a company employee, I always had a hard time "picking up the voice of the customer and sharing it within the company. The "real voices" of customers picked up in conversations became "indirect information" and lost resolution, making it difficult to share information to the team and analyze issues accurately. The issue of "not being able to implement customer-driven measures and improvements without knowing the voice of the customer" occurs in all situations, regardless of business type.

Honne POST incorporates many mechanisms to elicit "honest opinions, not evaluations," and is designed to ensure that "quality feedback," which is the key to business growth, is delivered directly to the business.

There are many situations in which communication is impeded by psychological hurdles such as hesitancy, and society is ineffective. At the intersection of these hurdles, we will accelerate the "distribution of practical voices" between businesses and customers through Honne POST, and work to create a service that enables business growth with a sense of touch.

About us

name of companyHakubun Corporation
EstablishmentApril, 2022
Location9-4 Nihonbashi-Tomizawacho, Chuo-ku, Tokyo
representativeRepresentative Director, CEO: Tsuyoshi Morinoda
Business OverviewProvide digital letter service "Honne POST".
VOC Consulting Services
uniform resouce locatorhttps://lp.honnepost.com/

*Origin of the company name
The name "Hakobun" (meaning "to carry" or "to carry") is derived from the concept of a "pure" post office that delivers the wishes of its customers to the businesses it serves. The five colors in the logo represent the various emotions of human beings, and the flying machine represents the meaning of "easy delivery of thoughts".

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