Hello, this is Matsubara, CRM Evangelist.

"That person in charge understands not only my company, but also me as a person."

Customers who feel this way will continue to do business with "that company" even after their assigned representative leaves. This is because their relationship has become not just a "transaction," but "a part of their life."

The last of the six key factors of CRM 4.0 advocated by Arcus Japan is "Holistic Analysis—Overall Optimization Including Health, Lifestyle, Thought, Social Relationships, etc."

"Holistic" means "holistic" or "holistic." It is a philosophical approach that does not try to understand the whole by building up its parts, but rather "understands human beings as a whole, as an integrated being."

Why doesn't a "partial understanding" motivate customers?

Customer understanding up to CRM 3.0 was based on "building up parts."

There are things that cannot be seen by simply adding up individual parts. That is the reality that "the wholeness of a person"—their health, family situation, social standing, personal values, beliefs, and life context—are at play behind purchasing behavior and decision-making.

The "Five Dimensions" of Holistic Analysis

The "customer as a whole" that CRM 4.0's holistic analysis seeks to understand consists of five dimensions.

Dimension ① Physical dimension (health/physical strength)

"The president recently had some issues during a health checkup and is currently recuperating," or "The person in charge has just returned from maternity leave, so we're adjusting their workload"—these may seem outside the "work context," but in reality, they directly impact the speed of decision-making, the time available for meetings, and the mental capacity for action.

Showing consideration for someone's health creates the feeling that "this person sees me as a human being."

Dimension ② Mental Dimension (Emotions, Stress, Mindset)

"I'm mentally exhausted by the pressure to meet this quarter's performance targets," or "I'm elated by the excitement of a new project"—your mental state drastically alters how you receive proposals, the speed of your responses, and your sensitivity to risk.

In holistic analysis, we design the tone, timing, and content of contact based on an understanding of the person's current mental state.

Dimension 3: Social Dimension (Relationships, Position, Community)

"I've taken on a new position within the company, and my position has changed." "I've taken on the role of chairman of an industry association, and my social responsibilities have increased." "A trusted subordinate has left, and I feel lonely." — Social context greatly influences human decision-making.

Making contact by saying, "I understand your position has recently changed. I'd like to know if there's anything I can do to help in your new role," is an example of practicing consideration for the social dimension.

Dimension ④: Ideological and Value-Based Dimension (Beliefs, Philosophy, and Ethics)

"Having a strong interest in environmental issues and prioritizing sustainable choices," "struggling with the dilemma of prioritizing work over family," "having a conviction to resist industry changes and preserve tradition"—the dimension of ideology and values ​​determines whether it "resonates with or clashes with" the framing of the proposal.

Proposals that contradict our values, no matter how logical, will not be accepted. Proposals that resonate with our values ​​will move us even if the data is incomplete.

Dimension 5: Temporal Dimension (Life Stages and Future Plans)

"My child will be entering university next year," "I'm thinking of selling the company in three years," "I want to hand over the business to a successor and retire in 10 years"—human decision-making is situated not only within the "present" but also within the "context of the past" and the "prospects for the future."

"You're planning to retire in 10 years, so it's important to set up a system now to make that happen." —This single statement creates a deep resonance, making the client feel, "This is a proposal that truly understands my life plan."

Connecting Holistic Analysis with CRM 4.0

The reason holistic analysis is important in CRM 4.0 is that the deepest part of ICX (Implicit Customer Experience)—the customer experience that is not put into words—lies precisely in this dimension of "the whole person."

Purchase and behavioral data only reveal the "surface of customer behavior." Only by understanding the five holistic dimensions can we touch upon the root motivations behind "why that behavior occurred."

Record a "holistic understanding of customers" with EMOROCO CRM Lite.

Holistic analysis is not an approach that "collects large amounts of data." It is a humanistic approach that "carefully records the overall context that is heard during conversations with customers."

The "Holistic Understanding" field functions as a "depth meter" to measure the depth of a relationship in a CRM 4.0-like manner.

Customers who only have "superficial transaction information" will only receive functional proposals. Customers who "understand the context of their entire life" can be co-created on a level that reflects their sense of purpose.

Summary — "A holistic understanding of the customer" creates "irreplaceable relationships."

"Customers who are understood holistically will not leave"—because customers who feel that "this company understands me as a person" will continue to engage with the company on a level that transcends comparisons with competitors.

Starting to record "the customer as a whole" with EMOROCO CRM Lite is the gateway to the deepest levels of CRM 4.0.
EMOROCO CRM Lite Product Page

Related article: [What is ICX (Implicit Customer Experience)? – How to design unarticulated customer experiences with CRM 4.0 and EMOROCO CRM Lite]

Related article: [CRM 4.0 as "Corporate Psychology"—What does it mean to resonate with the deep psychology of customers?]

Related article: [Society 5.0 and CRM 4.0—How will customer relationships change in a super-smart, human-centered society?]