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EMOROCO CRM Lite Implementation: A Complete Roadmap for the First 30 Days — Weekly Steps for Design, Implementation, and SoI-PDCA Activation
Hello, this is Matsubara, CRM Evangelist.
"We've implemented a CRM system. Now, where do we start?"
This "hesitation at the first step" is one of the biggest reasons why CRM implementation fails.
If you try to create a "perfect system" right after implementation, you'll end up with too many fields, and no one will bother to input data. Conversely, if you just leave it alone with the attitude of "let's try it out for now," the data will be empty after three months.
There is a "correct sequence" for a successful implementation.
This article provides a weekly roadmap, in an actionable format, for launching a CRM that "field personnel continue to use" and "functions as a System of Insight (SoI)" within 30 days of implementing EMOROCO CRM Lite.
Overall 30-Day Roadmap
Principle 1: The first week is dedicated to "sharing the philosophy" rather than "setting up."
Principle 2: Create a "minimum usable state" in the second week.
Principle 3: Let them experience the "benefits of automation" in the third week.
Principle 4: In the fourth week, "reflect and plan for the next 30 days."
Forbidden move:
× Do not create more than 50 fields from the start.
× Don't start by "making it mandatory for everyone to input data."
× Don't aim for a perfect dashboard from day one.
Things to do before implementation (Day 0) — Three things to check before you start
The article begins with "Week 1," but before that, there are three things you absolutely must check.
Confirmation ①: "Appoint one CRM Doctor (person in charge)."
"To be used by everyone" is synonymous with "no one takes responsibility." We will select one "CRM Doctor candidate" who will be responsible for the design, operation, and regular check-ups of the CRM system.
It doesn't need to be a full-time position. It just needs to be "someone who thinks about CRM for 2-3 hours a month." This could be a sales manager, IT staff, or the sales representative closest to the field—anyone is fine, but you must designate at least one person before starting the implementation.
Confirmation ②: "The management clearly states who the CRM is for."
The idea of "implementing CRM because we want to manage things" will not lead to its successful adoption. The crucial factor in its future success is when management clearly states from the outset that "we are implementing CRM to help the field staff."
Instead of saying, "You can't manage it unless you input the data," say, "Design it so that inputting the data benefits you"—this one phrase changes how people on the ground perceive it.
Confirmation ③: "Decide how many people will start with."
Instead of involving everyone at once, we recommend a pilot program with the most cooperative 2-3 people before expanding. The success of the pilot program will naturally lead to wider adoption by the remaining members.
Week 1 (Days 1-7): "Sharing a Philosophy" and "Minimal Field Design"
This week's goal: Everyone understands "why we use CRM" and we have a minimal design in place that allows data entry to be completed in 30 seconds.
Day 1: Kick-off – Share "Why Use CRM?" in 30 minutes
10 minutes: Review the current challenges.
"What information is currently only in the mind of the person in charge?"
"How often are follow-ups being missed?"
"What happens to the relationship with the customer when the person in charge changes?"
→ Share the current pain with everyone.
10 minutes: Clearly state the purpose of implementing CRM.
"This CRM isn't for management purposes; it's to help everyone."
"Design it so that when you input data, it makes your own work easier."
"You don't need to input anything to create reports for administrators."
→ Directly from managers and those in charge
10 minutes: Decide on the rules for the first 30 days.
"We will conduct a pilot operation with three people for the first week."
"Initially, there are only five fields to fill in."
"The rule is to enter information within 30 minutes of contact."
→ Make concrete agreements that everyone can agree on.
Day 2-3: Design and setting up the "5 basic fields"
There are only five fields to set up initially.
① Company name and contact person's name (basic information - existing function)
② Emotional Temperature (Multiple Choice):
Hot / Warm / Cool / Cold
← The most important field indicating "the current state of the relationship with this customer."
③ Last contact date:
← This will be the starting point for workflow alerts.
④ Next action (single line text):
Examples: "I will send you a quote next Monday," "I will schedule a visit this month."
← Having this makes the next action clear.
⑤ Next action due date (date):
← If you have this, "Things to do this week" will be automatically displayed on the dashboard.
These are the only five things. Even if you feel like you need more, stick to just these for the first 30 days. Because there are fewer fields, you can finish entering the information in 30 seconds. And because it only takes 30 seconds to enter the information, it becomes a habit.
Day 4-5: CSV import of existing customer data
Convert your customer list from Excel or a spreadsheet to CSV and import it into EMOROCO CRM Lite.
Required columns (minimum):
Company name, contact person's name, email address, phone number
Good columns to have:
Industry, sales representative, and last contact date (to the best of your knowledge)
Things to do after importing:
- Review all entries in a list to check for duplicates and inconsistencies in spelling.
- Manually set emotional temperature for the top 20 companies with the highest priority.
Enter the "next action" and "deadline" for the top 20 companies.
aims:
At the end of Day 5, the "basic 5 fields for the 20 major companies have been entered."
Day 6-7: Everyone shares the "criteria" for judging emotional temperature.
The biggest failure of the emotional temperature field is when "everyone chooses warm." To prevent this, everyone confirms the criteria for making a decision.
hot:
Customers are contacting us spontaneously or saying they are "considering" it.
→ The following action is required this week.
Warm:
Regular contact is possible, and replies and responses are normal.
→ Maintain regular follow-ups every 2-4 weeks
cool:
The reply was delayed. More than 30 days have passed since contact. Something has changed.
→ Follow-up contact is needed this week.
cold:
More than 90 days have passed since contact, and the situation is effectively stopped.
→ Determine whether re-contact is permissible.
Prohibited items:
Don't choose Warm just because you "don't understand it."
If you're unsure, choose the cool option (underestimating is safer).
Week 2 (Days 8-14): "Establishing Input Habits" and "Initial Workflow"
This week's goal: All pilot members make it a habit to input data within 30 minutes of contact, and the first workflow is operational.
Days 8-10: Establishment of the "30-minute rule after contact"
This week's biggest mission is to establish the habit of "entering information within 30 minutes of contact."
Mechanism ①: Setting a reminder immediately after contact
Two minutes after hanging up the phone while in the car on the way home from going out—
Check the "Mobile Access" information that can be entered at this time.
Mechanism ②: Morning Check Task
Every morning, I spend 5 minutes before starting work checking whether "yesterday's contacts have been entered."
⇒ Entering information the next day will result in "information whose memory is no longer fresh."
⇒ Inputting data on the same day creates "live data".
Check (Day 10):
Check the "input rate of the last contact date" for pilot members.
Goal: More than 70% of contact data from the past week is entered.
Day 11-12: Set up your first workflow.
In Week 2, we will set up only "the one most important workflow."
Recommended first option: "Emotional Temperature Cool → Automatically Generate Follow-Up Tasks"
Trigger: When the emotional temperature is updated to "cool" or "cold"
Tasks to be automatically generated:
Title: "[Follow Required] Mr./Ms. ○○, Your Emotional Temperature is Declining"
Deadline: The next business day after the renewal date
Content: "No hard selling. Start with 'How are you?'"
"Confirm the reasons for the changes you noticed during your last encounter through natural conversation."
→ The moment this workflow started
Entering data into the CRM creates an experience where "you benefit from it."
(The surprise and relief of tasks appearing automatically)
Day 13-14: Set up the first two dashboard views.
At the end of Week 2, set the following two views on the dashboard.
View ① "List of customers to follow up with this week":
Condition: Emotional temperature "Cool or below" OR "Next action due date is within this week"
→ You can see at a glance what you'll be doing this week.
View ② "List of customers we haven't contacted recently":
Condition: More than 30 days have passed since the last contact.
→ "Neglected customers" become visible.
→ Make opening this view every Monday morning a "week-starting habit."
Week 3 (Days 15-21): "Initial cycle of SoI-PDCA" and "Preparation for full-scale deployment"
Goal for this week: Complete the first cycle of the SoI-PDCA and be ready to deploy it to members other than the pilots.
Day 15-16: "Check" Week 1-2 - What can we learn from looking at the data?
Week 3 is the first "Check (analysis and evaluation)" phase.
Confirmation ①: Distribution of emotional temperature
"What percentage of the total are below 'cool'?"
→ If it exceeds 20%, the follow-up system needs to be reviewed.
Confirmation ②: Completion rate of "Next Action Due Date"
"What percentage of customers have no deadline?"
→ If it exceeds 50%, guidance on input quality is necessary.
Confirmation ③: Distribution of "Last Contact Date"
"What percentage of customers have not been in contact for more than 60 days?"
→ This is a "blank space for follow-up." It will be prioritized for addressing in the next plan.
Verification ④: Completion rate of tasks generated by the workflow
"Among the tasks generated by Cool Alerts,
What percentage was actually completed?
→ If the completion rate falls below 50%, revise the task design (content and deadline).
Day 17-18: "Act" - Incorporate improvement measures into the next Plan.
Based on the results of the check, we will design improvement measures.
Check's discovery: "Cool Alerts' task completion rate is 40%"
Act: Change the task deadline from "next business day" to "within 3 business days".
Add a "specific phone/email template" to the task description.
Check's discovery: "60% of customers have not filled in the next action deadline."
Act: Add a view that highlights customers with no due date.
Add "checking deadlines" to the weekly checklist.
Check's discovery: "30% of customers have not been in contact for more than 60 days."
Act: Add one alert workflow for "Last contact more than 60 days ago".
We will incorporate contacting these customers into our plan this week.
Day 19-20: Add the second and third workflows.
In addition to the "Emotional Temperature Cool → Task" from Week 2, we will set up a second and third task.
Trigger: 30 days have passed since the last contact (check daily)
Generation task:
"[Contact Confirmation] Mr./Ms. XX: No contact has been made for over 30 days."
Deadline: Next business day
Content: "Identify customers with whom contact has been lost."
We will check the situation via phone, email, or in person.
[Workflow Settings ③ (Recommended - 3rd one)]
Trigger: The next action deadline has passed (check every morning)
Generation task:
"[Deadline Overdue] Mr./Ms. XX, the action deadline has passed."
Date: Today
Content: "Check the status of the action (○○) that was set up."
If completed, set the next action.
If it's not completed, please check the reason.
Day 21: Conduct a 30-minute briefing session for "All-hands deployment."
Based on the results of the pilot operation, we will prepare to roll it out to the remaining members.
10 minutes: Pilot members share what they liked about using the product.
"I received an alert about a 'cool emotional temperature,' and when I followed up, it led to an order."
"I visited the client after reviewing the previous contact memo, and they were very pleased."
→ It's important that the voices come from those on the front lines, not from managers or those in charge.
10 minutes: Basic 5-field input demonstration (showing actual screens)
We will demonstrate that "input only takes 30 seconds."
10 minutes: Confirmation of the "30-minute rule after contact" and "criteria for judging emotional temperature."
Everyone participates in a simulation: "What would the emotional temperature be in this situation?"
Week 4 (Days 22-30): "30-Day Inventory" and "Planning for the Next 30 Days"
Goals for this week: To review the past 30 days, establish an operational system as a CRM doctor, and complete the design for the next 30 days.
Day 22-24: "30-Day Inventory" - Measure four vital signs.
The CRM doctor will measure the following four vital signs:
Vital sign ① "Input rate":
Percentage of all customer records where the "last contact date was within the last 30 days"
Target value: 50% or more (as a target for the first 30 days)
Risk level: Less than 30% (Field design needs to be reviewed)
Vital signs ② "Utilization rate":
Percentage of users who open the dashboard weekly
Target value: All pilot members (100%)
Risk level: Below 50% (Dashboard design needs to be revised)
Vital Sign ③ "Accuracy":
Distribution of the emotional temperature field
Problem sign: Everyone is warm
→ A re-sharing of the criteria for making decisions is necessary.
Vital Sign ④ "Compatibility Rate":
Has anyone started asking, "What is the purpose of this field?"
Problem indicator: Fields other than the five basic fields that have not been filled in.
→ Delete or hide unnecessary fields
Estimated time required: 45 minutes (conducted by a CRM doctor)
Day 25-26: "Field Inventory" and "Adding Necessary Fields"
After using it for 30 days, information that would have been helpful emerges from the field. At this point, we listen to feedback from the field and adjust the field setup accordingly.
Step 1: Two questions for the on-site staff
"What information is entered into the CRM but not actually used?"
→ Delete or hide fields with low input rates.
"What kind of information isn't included in the CRM, but would be useful to have?"
→ Design additional fields based on feedback from the field.
Step 2: Prioritizing additional candidate fields
"What changes in the actions of the person in charge will occur if this field is in place?"
→ Add only the fields where the behavior changes.
→ Do not add a "field solely for record-keeping purposes".
Step 3: Designing additional fields
The fields to be added should be "selection-based whenever possible."
Free-form text should be limited to sections such as "Narrative Notes" and "Next Actions."
→ Select-choice fields can be completed in 5 seconds and are easy to use for analysis.
Days 27-28: "Designing for the Next 30 Days" - Full-scale operation of SoI-PDCA
The first 30 days were the "getting started" phase of the CRM. The next 30 days are the "making the CRM function as a system of insights (SoI)" phase.
Priority A (must be implemented within the next 30 days):
① Addition and launch of the Narrative Memo Field
"What was the most important thing in today's conversation with this customer?"
→ The core of the "zero handover" design when the person in charge changes
② Designing a weekly 15-minute SoI-PDCA meeting
Monday morning: Everyone looks at the dashboard
Check only "This week's red alert customers" and "This month's landing forecast".
→ From a reporting meeting to a decision-making meeting.
③ Addition of "Reason for Lost Deal (Selection Type)" field
Price / Competitors / Timing / Lack of features / Person in charge / Other
→ Once the distribution of reasons for losing a deal is visible, a plan for improving the proposal can be developed.
Priority B (to be considered in the next 30 days):
④ Adding an ICX capture field
"Customer values, preferences, and taboos"
"Important Notes Regarding Changes in Person in Charge"
→ Towards the ultimate solution to eliminating reliance on individual expertise
⑤ Add a referral network field
"Referring customer," "Referral intention," "Number of referrals"
→ Design the referral system as a mechanism.
⑥ "Order Probability (A/B/C/D)" field and landing forecast dashboard
Day 29-30: Defining the role of the CRM doctor and setting up the monthly health check schedule.
Over the last two days, we will formally determine the CRM Doctor's role and monthly schedule.
Every Monday (weekly check-up, 15 minutes):
- Check the red alert list on the dashboard.
- Share this week's priority follow list with the team
- Individual follow-up for staff members with low input rates
First Monday of the month (monthly health checkup, 45 minutes):
Measure four vital signs.
- Inventory of unused fields
- Check the completion rate of the workflow and stop unnecessary processes.
- Gathering information from the field about the "fields they want"
First Monday of each quarter (Comprehensive health checkup, 2 hours):
- Review of the entire architecture
- Decision on additional designs to be added in the next quarter
- Performance review and development of improvement plans
A checklist of things to accomplish in 30 days
□ Is one CRM doctor already appointed?
□ Has the management explicitly stated the philosophy of "CRM for the front lines"?
□ Are only the 5 basic fields set?
□ Are the top 20 companies with 2-3 pilot members importing the technology?
□ Does everyone understand the criteria for judging emotional temperature?
[Week 2 (Days 8-14) Checklist]
□ Has the pilot member entered "within 30 minutes of contact"?
□ Is the "Emotional Temperature Cool → Follow-up Task" workflow running?
□ Is the "Customer List to Follow Up This Week" view enabled?
□ Is the "List of Customers with No Contact in 30 Days or More" view enabled?
[Week 3 (Days 15-21) Checklist]
□ Did you perform a check after reviewing the data for the past two weeks?
□ Did you design the Act based on the Check results and reflect it in the next Plan?
□ Are the second and third workflows operational?
□ Was an information session held to explain the rollout to all employees?
[Week 4 (Days 22-30) Checklist]
□ Were the four vital signs measured?
□ Have you conducted a field inventory (deletion/addition)?
□ Have you finalized the plan for the next 30 days (narrative, weekly meetings, reasons for losing the deal)?
□ Has the CRM doctor's monthly schedule been registered in the calendar?
The "finished product" in 30 days—this is the state we aim for.
On-site staff:
It has become commonplace to "enter information on your smartphone in the car for 30 seconds after contact."
I have a habit of checking my dashboard on Monday mornings to start the week.
"When a Cool Alert task comes in, I'll follow up on it today."
Business owners/managers:
"Customers to follow up with this week" are automatically displayed on the dashboard.
You can check "how much this month's earnings will be" without using Excel.
"Who is in charge of which customer, and what is the current status?" is immediately apparent.
CRM Doctor:
The calendar includes weekly 15-minute checkups and monthly 45-minute health checkups.
Knowing the "normal values for vital signs" allows you to notice abnormalities.
Whole organization:
I've had at least one experience where I felt that "entering data into the CRM system helped me."
This creates a sense of security, knowing that "customer information will remain even if the person in charge changes."
EMOROCO CRM Lite, which delivers this "finished product in 30 days," can be started today from just 1,500 yen per user per month.
Print out the checklist in this article and put it on your wall, or mark "This Week's CRM Check" on your weekly calendar today. That one action will make a big difference in 30 days.
EMOROCO CRM Lite Product Page
Related article: [Implementing a weekly PDCA cycle for SoI: A practical guide to automating Plan, Check, and Act with EMOROCO CRM Lite]
Related article: [What is a CRM Doctor (CRM Consultant)? – The role of a specialist in establishing CRM in the CRM 4.0 era]
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