MS & Consulting

What MS & Consulting does

MS & Consulting Co., Ltd. (株式会社MS&Consulting) is a Japan-based, publicly listed (TSE Standard Market, ticker 6555) provider of customer experience and employee engagement solutions targeted at multi-store retail and foodservice chains. Founded in 2008 and headquartered in Chuo-ku, Tokyo, the company operates a portfolio of complementary products organized around three functional areas: customer satisfaction research (Mystery Shopping Research with 201,000 annual surveys and a 590,000-monitor network, plus daily QR-code customer research), employee engagement (tenpoket Team Questionnaire, tenpoket Talk communication tool), and store operations (SV Navi store visit management, tenpoket Cloud as the integrated DX platform). The company supplements its recurring SaaS-style subscriptions with professional services including consulting, CS/ES training, gamified restaurant management training, e-learning via a training video subscription, and government subsidy application consulting, where it claims a 90% digitalization subsidy approval rate against a 37.7% national average.

The underlying technology stack is a cloud-based multi-store management platform with module-level integration across communications, store visit management, MSR dashboards, customer surveys, and employee surveys, delivered through tenpoket Cloud. Notable technical components include a smartphone-based QSC check system with real-time dashboards, a LINE official account operation service (LBO) with Green Badge certification, and a mobile application (MS Navi App) for frontline staff to review mystery shopping results. The company monetizes primarily through subscriptions priced per store (enabling inclusive coverage of part-time staff), usage-based pricing for mystery shopping, fixed monthly fees for LBO and video training, and project-based consulting fees. Distribution is sales-led, with direct inquiry forms, free consultations, and a high-volume webinar and seminar pipeline supported by an extensive case study and whitepaper library. The company also operates internationally in Taiwan and Thailand, with a presence cited in Vietnam, serving Japanese chains expanding across Asia.

Name

MS & Consulting

Legal name

株式会社MS&Consulting

Website

https://msandc.co.jp

Company type

Public

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

MS & Consulting is a publicly listed Japanese provider of customer experience and employee engagement solutions for retail and foodservice chains, anchored by a mystery shopping business at industry-leading scale and an integrated tenpoket Cloud store DX platform.

Ownership category

akta.pro rank

Product category

Customer Experience Research & Consulting

NAICS

Other Management Consulting Services (541618), Administrative Management and General Management Consulting Services (541611), Human Resources Consulting Services (541612), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industries

Strategy & Corporate Development Consulting (BPAHACAA), Data, Analytics & AI Consulting (BPAHAEAF), Corporate Development & Strategic Partnerships Advisory (JVs, Alliances, Carve-outs) (BPAHAOAG)

Keywords

• Mystery shopping research
• Employee engagement surveys
• Customer experience consulting
• Store operations platform
• Retail DX software

Headquarters

HQ city

Chuo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Mystery Shopping Research Services: Core mystery shopping research service generating revenue from survey implementation, report delivery, and analysis. Volume-based pricing depending on number of surveys and customization requirements.
2. Employee Engagement Survey (tenpoket): Store-based subscription model where pricing is determined by number of stores rather than number of employees, enabling inclusive coverage including part-time staff.
3. Communication Tool (tenpoket Talk): Monthly subscription based on store count, enabling unlimited staff accounts per store.
4. LBO LINE Operations: Monthly service fee of 20,000 yen (excluding tax) with no initial setup cost, minimum 1-month contract.
5. Training Services: Restaurant Management Game training (4.5-6 hours, 4-40 participants), custom CS/ES training programs, and video training subscription plan.
6. Consulting Services: Customized consulting projects including survey implementation, analysis, improvement recommendations, and implementation support.
7. Subsidy Consulting: Government subsidy application consulting with support from application through post-approval procedures.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

MS & Consulting provides customer experience (CX) and employee experience (EX) research, mystery shopping, employee engagement surveys, and store operations management software platforms for retail and foodservice chain operators. The company also delivers training programs, consulting services, and government subsidy application support to multi-store businesses primarily in Japan and select overseas markets.

Product overview

MS & Consulting provides a comprehensive suite of customer satisfaction and employee engagement solutions for retail and restaurant businesses. The product portfolio centers on a platform-plus-modules architecture, with tenpoketクラウド (tenpoket Cloud) serving as the central DX platform that integrates five functional modules: コミュニケーション (Communication via tenpoketトーク), 臨店管理 (Store visit management via SVナビ), ダッシュボード (MSR dashboards via MSナビ), 顧客アンケート (Customer surveys via カスタマーリサーチ), and 従業員アンケート (Employee surveys via tenpoketチームアンケート). Core research products include ミステリーショッピングリサーチ (mystery shopping with 201,000 annual surveys) and カスタマーリサーチ. Training offerings encompass CS/employee engagement研修, 研修動画見放題プラン (e-learning with 20+ videos), and レストランマネジメントゲーム (gamified simulation). Additional services include LBO (LINE-based sales promotion), コンサルティング, 海外店舗支援, and 補助金活用 support.

Differentiator

Problem solved

Functional benefit

Brands

• tenpoket: Employee engagement survey and business communication tool for retail businesses
• SVナビ
• LBO（エルボ）
• MSナビアプリ

Products and services

• Mystery Shopping Research (MSR) A research service that uses trained mystery shoppers to evaluate customer experience, service quality, and operational compliance at retail and foodservice locations. Designed for multi-store chain operators seeking objective, third-party assessments of in-store performance.
• Employee Engagement Surveys (tenpoket) A survey service that measures employee satisfaction, engagement, and workplace climate for chain store operators. Targets multi-site employers with part-time and full-time workforces who need to benchmark and improve employee experience.
• Customer Satisfaction Surveys (CRM) Customer research and survey service that collects and analyzes customer feedback to measure satisfaction and identify improvement opportunities. Designed for retail and foodservice operators seeking to track customer satisfaction trends.
• tenpoket Cloud (Store DX Platform) A cloud-based digital transformation platform that integrates multiple store operations tools for chain operators. Provides a unified environment for managing employee engagement, store visits, and team communication across multiple locations.
• SV Navi (Store Visit Management) A software tool for planning, executing, and tracking store visits and operational audits at chain store locations. Helps supervisors standardize inspection workflows and share findings across teams.
• tenpoket Talk (Communication Tool) A communication tool within the tenpoket ecosystem that enables messaging and information sharing between corporate headquarters and store-level staff. Designed for chain operators with distributed workforces who need to push announcements and collect feedback.
• LBO (LINE Business Office) A LINE-based business office service that supports back-office workflows and customer communication for store operators. Targets businesses that use LINE as a primary customer engagement channel.
• CS/EE Training and Video Training Training programs and video-based learning content covering customer satisfaction (CS) and employee engagement (EE) topics. Designed for chain operators who need to standardize service skills across locations.
• Consulting Services Consulting services that help chain operators translate CX/EX research findings into operational improvements. Targets multi-store businesses seeking expert guidance on service quality and employee engagement.
• Overseas Store Support A support service for Japanese chain operators expanding into overseas markets, providing localized training, CX research, and store operations support. Targets chains with international expansion plans.
• Subsidy Application Consulting A consulting service that helps small and mid-sized store operators identify and apply for Japanese government subsidies to fund technology, training, and operational improvements. Targets SMBs seeking to reduce capital investment costs.
• Restaurant Management Game Training An experiential training program delivered through a restaurant management simulation game that teaches operational and management skills. Designed for chain operators seeking engaging, hands-on training content for store staff.

Quantifiable outcome

• Customer satisfaction improvement through mystery shopping-driven insights
• +3 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• 台湾現地法人coreOthersMS&Consulting Taiwan provides mystery shopping research and tenpoket team questionnaire services for Japanese companies operating in Taiwan, adapting services to local market conditions while maintaining service quality standards.
• タイ現地展開coreOthersService provision in Thailand for mystery shopping research and employee engagement surveys, supporting Japanese retail and foodservice chains expanding into Southeast Asian markets.
• 国立研究開発法人 産業技術総合研究所 (AIST)coreStrategic or Co-development PartnerJoint research partnership with Japan's National Institute of Advanced Industrial Science and Technology. Research focuses on employee engagement in retail and service businesses, with findings incorporated into tenpoket questionnaire design and methodology.
• LINE雅虎 (LINE Yahoo)coreTechnology or IntegrationLBO service operates as a LINE official account partner with Green Badge certification. LINE-certified operators handle all LINE official account operations including account creation, messaging, and campaign management.
• サービス学会 (Service Science Society)minorOthersAwarded BestPaperAward for research on service benchmarking and Service Profit Chain advancement, demonstrating academic credibility for their research methodology.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Mercer: Global HR and employee benefits consulting firm with Japan operations. Competes in HR consulting and engagement advisory, particularly for large multi-store employers, but as part of a much broader HR services portfolio.
• Aon: Global professional services firm with significant HR consulting and employee engagement capabilities. Competes for similar enterprise HR buyers and is an alternative source for engagement surveys, though not retail/foodservice-specialized.
• Willis Towers Watson: Global HR and employee engagement consulting firm (Gallup competitor at scale). Overlaps with MS&C's employee engagement and HR consulting work, particularly for multi-unit operators in Japan and Asia-Pacific.
• Gallup: Global employee engagement survey and analytics firm with a Japan presence (Gallup Japan). Competes with tenpoket Team Questionnaire at the enterprise level on engagement measurement and benchmarking, though not store-front focused.
• Recruit Holdings: Japan's largest HR/media platform operator, parent of Indeed and other HR brands. Adjacent competitor in employee engagement and recruitment analytics, with vastly broader scale and resources.

Direct peers

• Cross Marketing: Japan-listed market research provider with overlapping customer experience (CX) research, panel-based surveys, and consumer insight capabilities. Comparable in customer research and analytics, though broader than retail/foodservice.
• Service Quality Institute: International mystery shopping and customer service training organization with comparable service offerings. Operates in the same niche (mystery shopping + CS training) as MS&C's MSR and CS training products.
• Orca Holdings: Japan-listed company operating one of the closest direct parallels to MS&C's mystery shopping business through its market research subsidiaries. Highly comparable in core product, customer type (chain retailers and restaurants), and pricing model.
• Link and Motivation: Tokyo-listed employee engagement and organizational consulting firm with comparable ES survey, motivation scoring, and HR consulting offerings to enterprises. Competes for the same type of corporate HR/engagement buyers MS&C serves via tenpoket.

Others

• Indeed: Global job platform and HR analytics provider. Adjacent ecosystem player whose employer branding and engagement data overlaps with MS&C's employee engagement thesis, but not a direct mystery shopping/CS competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/msandc
• Facebookfacebook.com/mscjp

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MS & Consulting