Arcus Japan CRM

Japan's IT investment is focused on improving business efficiency, etc."Defensive investment"stay in"Aggressive investment"Japan is lagging behind the United States, which is utilizing IT to acquire new customers and develop new products through IT services. Unless businesses other than IT service providers proactively incorporate cutting-edge technology and IT personnel and shift to business models that maximize the potential of IT systems, it will be difficult for them to win in global competition.

The area in which a company utilizes IT is defined as "Bimodal IT (two styles of IT)."

Many Japanese companies"Mode 1"This is because it is easy to predict the cost-effectiveness and easy to invest in, such as reducing costs by digitizing existing business processes."Defensive investment") is the cause.
On the other hand, companies that have achieved overwhelming growth are implementing services and added value that do not currently exist through IT systems."Mode 2"This investment has enabled us to differentiate ourselves from other companies. In this Mode 2, where it is difficult to predict the cost-effectiveness, we accelerate the cycle of verification using data ("Aggressive investment") and build an IT operations management department that can do it.

So, specifically, this“Knowledge Creation Area”We will explain what it means to invest in IT.

It is mainstream today"Marketing 4.0"was announced in September 2014 by Professor Philip Kotler, who is said to be the god of marketing.The latest marketing theories.
He proposed that consumers in developed countries have already had their "deficiency needs" in Maslow's hierarchy of needs met, so what consumers want today is "self-actualization needs," and announced that new marketing is needed.

Furthermore, Professor Philip Kotler stated in February 2021"Marketing 5.0"He proposed the following.
Marketing 5.0 is coming"Society 5.0 (Fifth Industrial Revolution)"Towards this goal, it is believed that the theory of Marketing 4.0 will be combined with the latest IT technology to form a human-centered society, resulting in the collapse of capitalism (tangible assets) and a "super smart society" where intangible assets predominate.
In the society that Society 5.0 aims for,A society in which AI instantly finds the necessary information depending on the situation and provides the results of its analysis to us in physical space.To do this, the "information" needed to analyze each individual customer is extremely important.
The task of aggregating and summarizing this vast amount of customer information isCustomer Relationship Management..."CRM"

How about it?

What is "CRM"?It centralizes the management of customer information scattered throughout the company, allowing users to quickly access the information they need, and based on that information, the entire company will be able to recognize what to sell to whom.It is an IT system that manages customer relationships and communications and provides a unified understanding of the relationship between your company and its customers.

Originally, what is "CRM"?It is a management strategy for "total optimization" that improves the entire company, and involves understanding customers across the entire company.is a necessary condition.
In the diagram below, "Linking CRM Models and Generations," this corresponds to the "Business Strategy (Customer Strategy)" section of the strategic layer and the "Customer Insights (Understanding and Identifying Customers)" section of the knowledge layer.

With the rapid evolution of IT in recent years, the third generation has been able to integrate the functions of CRM 1.0 and 2.0 with the latest IT technology."CRM 3.0: Personalized CRM".

Here, a new perspective was introduced, such as maximizing LTV and turning customers into fans, by understanding the behavior and preferences of each individual customer and providing experiences and information that correspond to them.

However, the relationship between companies and customers is now evolving even further.
that is,Fourth Generation "CRM 4.0: Creative CRM".

In the future, CRM will be more important than "how to sell (operations)"
The value lies in the relationship itself - how the customer feels, how they relate to it, and how much it resonates with them.

To do this, we need"Visualization of customers" = Customer Relationship Management (CRM).
The essence of modern CRM is to visualize the customer journey, design experiences, and increase customer satisfaction and profitability..

In the future BtoC market, we are entering an era where companies that cannot utilize CRM as a strategy will not be chosen by customers.
It is essential to go beyond customer-centric thinking and implement a CRM strategy that values relationships.

The development of CRM systems has been integrated with CRM 2.0, and it has become possible to cover areas close to the original "CRM" field, but it is still"Explicit knowledge"This is the data that "CRM" essentially requires."Implicit knowledge"This meant that the CRM model was not at a level where it could incorporate "customer insights."
However, with the development of business intelligence (BI) and the practical application of artificial intelligence (AI) in 2016, the system"Explicit Knowledge: Customer Experience (CX)"In addition, the most important thing that accounts for more than 8% of communication is"Tacit Knowledge: Implicit Customer Experience (ICX)"Now we can incorporate this information and finally break through the barrier of "customer insights."

This has united the divided paths,A true CRM that combines strategy and IT, with the ability to see each individual customer (= personalization)It began.
This is the final destination of "CRM""CRM 3.0 (Third Generation CRM: Personalized CRM)" will be important.

With the advent of CRM 3.0, CRM can now be used correctly and demonstrate its true potential, even though it has previously been difficult to achieve results due to inconsistencies, and more than 8.5% of CRMs have been said to have failed.

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Arcus JapanArcuss JapanWe accumulate and integrate all kinds of data, including data from core systems, data calculated by function-specific artificial intelligence, and data obtained from IoT device channels such as sensors and robots.
Furthermore, by using artificial intelligence (AI) with algorithms specialized for CRM 3.0 to learn general information such as market data and customer needs, as well as data learned from a vast amount of information in the industry, it is possible to analyze customer psychology and implement management strategies based on a thorough understanding of customers.Personalized CRM "EMOROCO"We made it happen.
"EMOROCO," developed by combining the functions of EMOsional Analysis, RObot, and COgnitive (artificial intelligence), not only visualizes the emotions (minds) of customers who come into contact with the company, but also visualizes information that companies can use to enter the market.

With the advent of CRM 3.0, companies can finally achieve "customer-level understanding" and personalize their interactions based on customer behavior, preferences, and emotions.
However, as society transitions to a "super smart" and "emotional economy," we are now living in an age where simply understanding customers is no longer enough.

The relationship between companies and customers is being called upon to evolve from one of "management" and "design" to one of "creating" experiences together - a co-creation relationship.
The concept that makes this possible isCRM 4.0: Creative CRM.

CRM 4.0 goes beyond the "overt emotion" and "behavioral" data handled in CRM 3.0.
It is an "experience co-creation CRM" that approaches the customer's deep psychology, meaning of existence, and empathetic value, and creates value together with the company and the customer.

Specifically, it has the following features:

In CRM 4.0, customers are no longer "objects of analysis" but "co-creators."
The essence of competitive advantage in the future is a relationship in which companies and customers work together to weave stories, design experiences, and create brand value.

And that relationship is not built solely on superficial information such as customer data and CX metrics.
"Existential resonance" such as sharing customer narratives, emotional transitions, and meanings
What is needed is a CRM strategy that goes all the way to the next level.

At Arcus Japan, we do not translate CRM as "customer management," but rather as
"A creative space that resonates with customers"
I see it this way.

CRM 4.0 is no longer just a tool,
"A philosophy for coexisting and creating the future together".

The need for “CRM” will never change, whether in the past or the future.
This is an issue that must be addressed immediately. In particular, with the combination of CRM and artificial intelligence such as deep learning, it will be impossible to catch up with competitors who have introduced it earlier. This is because AI can only work if customer data is properly collected in one place and a strategy is formulated based on that data. "It's not a question of whether to do it or not, but rather, do it and then think about it." This is the IT world in the age of artificial intelligence, the idea of "offensive IT," and "CRM."
Take action now before one day of delay becomes a lifetime of delay.

Furthermore, CRM is a strategy. In the era of Society 5.0, you cannot compete unless you place CRM at the heart of your management.
In other words, it's about whether or not you're making proactive IT investments. Companies can't change if they're focused on maintaining the status quo.
"CRM" is a system for changing companies that are striving to changeIt is the core engine for transforming companies and an absolutely essential solution for taking the offensive.
It is a system that can be used regardless of the size of the company or the products handled, and it has no final form; it continues to change even after implementation.
In particular"EMOROCO" is scalable, so you can start small and expand later.
Arcus JapanArcuss JapanWe believe that by combining cutting-edge technology with CRM, we can provide businesses with a more valuable future.
Aiming to be a surviving company"Aggressive IT investment"Would you like to try it for the first time?