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Top > Knowledge Creation Laboratory by CRM(xRM) > [Series: How to Conduct EMOROCO CRM Lite Implementation Consulting] Part 5 — "Making CRM Function as a System of Insights": Utilizing SoI-PDCA and Dashboards

[Series: How to Conduct EMOROCO CRM Lite Implementation Consulting] Part 5 — "Making CRM Function as a System of Insights": Utilizing SoI-PDCA and Dashboards

Hello, this is Matsubara, CRM Evangelist.

After the training and retention support ( 4th session ), a situation was created where "the staff naturally input data."

However, if data is simply accumulated, CRM is merely a "System of Record (SoR)." The true return on CRM investment is only realized when it begins to function as a "System of Insight (SoI)"—generating insights from the accumulated data and using them to inform business decisions.

In the fifth session, we will explain the design and implementation of the "SoI-PDCA Full-Scale Operation Session," which is conducted approximately 60 days after implementation.

What is SoI-PDCA? — A shift from "reporting to insight"

SoI-PDCA (System of Insight × Plan-Do-Check-Act) is a weekly management cycle similar to CRM 4.0.

[SoI-PDCA Structure]

Plan (From insight to plan):
The dashboard shows you "what to do this week."
← Based on data such as changes in emotional temperature, loss of contact, and landing predictions.
Automatically lists "who, what, and when"

Do (From planning to action):
The person in charge approaches the customer based on the plan.
← Not just "following for no particular reason"
"Act according to the priorities shown on the dashboard."

Check (from action to recording and analysis):
After contact, update the CRM and record emotional temperature and notes.
← "Entering information completes the check."
The meaning of actions remains established.

Act (From analysis to improvement):
Check the data from the weekly checkup.
We will make improvements to increase the accuracy of the next plan.
← Analysis of reasons for lost deals and discovery of patterns in emotional temperature changes

Once this cycle starts working, the meaning of "entering data into the CRM" becomes dramatically clear. This is because a positive feedback loop is created where "the data you enter creates a plan for the following week, and that plan helps you take action."

Designing the SoI-PDCA full-scale operation session (target date: 60 days after implementation)

Approximately 60 days after implementation, when "two months' worth of data" has been accumulated, the consultant, CRM doctor, and management team will conduct a "SoI-PDCA Full-Scale Operation Session."

[Overview of the SoI-PDCA Full-Scale Implementation Session (2 hours)]

Part 1 (30 minutes): 2-month data review
Check "what you now understand".

Part 2 (45 minutes): Advanced Dashboard
Design additional weekly and monthly "views usable for decision-making."

Part 3 (30 minutes): Designing a Weekly SoI-PDCA Meeting
Design a 15-minute meeting every Monday at [time].
Put it in the calendar

Part 4 (15 minutes): Designing the next phase (Part 6)
Finalize the schedule for regular health checkups and quarterly reviews.

Part 1: 2-Month Data Review

Check "what you now understand".

The consultant and CRM doctor will review two months' worth of data together and answer the following questions.

[Data Review Questions (30 minutes)]

Question 1: Is the distribution of emotional temperature healthy?
Check the current emotional temperature of all customers.
"Cool or below account for ○% of the total."
"Hot drinks make up ○% of the total."
→ Ideal distribution: Hot 10-15%, Warm 60-70%
Cool 15-20%, Cold 5% or less
→ If the percentage of those below Cool exceeds 30%
The support system needs to be reviewed.

Question 2: Is the input rate sufficient?
"Of the number of contacts in the past two months,
What percentage of data is recorded in the CRM?
→ Target: 70% or more
→ Less than 50%: There may be a problem with the input mechanism.

Question 3: Can you identify patterns in lost deals and customer dropouts?
"Customers whose emotional temperature has turned cooler in the past two months"
What do they have in common?
→ Based on industry/size/person in charge/frequency of contact, etc.
Trying to discover a pattern

Question 4: What is the "I'm glad I found out" insight?
"Things we wouldn't have noticed without CRM,
What did I realize thanks to CRM?
→ By sharing this discovery with all personnel
The meaning of the input is communicated throughout the entire organization.

Part 2: Advanced Dashboard

After two months of operation, we start hearing feedback from the field saying, "This is the kind of information we wanted to see." At this point, we enhance the dashboard.

Additional design for role-based dashboards

[Advanced Dashboard for Personnel]

Additional View ① "This Month's Landing Forecast List":
Conditions: Emotional temperature is hot × Next action due within this month
Display: Customer name, sentiment level, next action, due date
→ List of customers who may be able to be closed this month

Additional View ② "High Intention to Refer × Contact Breakdown Alert":
Conditions: High intention to refer × Last contact 60 days or more
→ Customers who seem likely to generate referrals but have stopped making contact.

Additional View ③ "Emotional Temperature Trends of Assigned Customers":
Distribution of emotional temperature among my assigned customers
→ Self-management of the health of your own portfolio

[Additional design for manager dashboards]

Additional View ① "Team's Total for This Month":
Total amount by person in charge for high-probability hot deals
→ This month's projected results for the entire team.

Additional View ② "Comparison of Emotional Temperature Distribution by Person in Charge":
Comparison of the percentage of each person in charge who is warm or above / cool or below.
→ Identify "whose portfolio has problems."

Additional View ③ "This Week's Ranking of Red Alert Cases":
Number of cases below "cool" level per person × Number of cases where contact was lost.
→ Early detection of personnel who need intervention

[Additional design for the management dashboard]

Additional View ① "Company-wide emotional temperature distribution and monthly trends":
How have the hot, warm, cool, and cold temperatures changed compared to last month?
→ A leading indicator of "the health of customer relationships across the entire organization"

Additional View ② "Emotional Temperature of Top LTV Customers":
Has the emotional temperature of our top 20% of customers decreased?
→ Continuously monitor the risks of our most important customers.

Additional View ③ "Monthly Landing Forecast (Company-wide)":
This month's projected earnings are calculated by multiplying the total value of hot deals by their probability of success.
→ Automatically calculate benchmark figures for monthly meetings without using Excel.

Part 3: Designing the Weekly SoI-PDCA Meeting

The weekly SoI-PDCA meeting is the core of transforming CRM from a "reporting tool" to a "decision-making tool."

[Designing the Weekly SoI-PDCA Meeting (15 minutes)]

Implementation timing: Every Monday from 09:00 to 09:15 (fixed time)

Participants: Sales Manager + all staff members
(or CRM Doctor + all staff members)

Requirements: Everyone has the CRM dashboard open.
(No materials or Excel required)

agenda:

① Check this week's red alerts (5 minutes)
The manager on the dashboard
Share the "Red Alert List" screen.
"There are ○ customers that need to be followed up with this week."
Let's check with each person in charge."

Each representative will discuss their own alert customers:
"Company XX is in this situation,
He simply declared, "I'll call you on Wednesday."
→ Everyone's actions are decided in 5 minutes.

② Checking this month's progress (5 minutes)
The manager checks the "Monthly Landing Forecast View".
"The current projected landing price is XX million yen."
We are short XX million yen to reach our goal.
"A word from each person about what we can accomplish this week."
→ By checking the difference from the monthly target every week
The phrase "I only realize it at the end of the month" will disappear.

③ Sharing positive experiences using CRM from last week (5 minutes)
Prepared by the manager or CRM doctor
Share your "Best Narrative or CRM Experience from Last Week."
"Mr. Tanaka visited company XX last week before..."
I read EMOROCO's notes,
If you confirm what we discussed last time...
"The customers were very pleased."

→ This "sharing of experiences" is the most important mechanism that continues to support its establishment.

Examples of what NOT to do (which the consultant will inform you of in advance):
× "Please report the number of visits this week." (Reporting meeting)
× "Why is this customer still so cool?" (Investigative meeting)
× Spend more than 30 minutes (adhere to the design that can be completed in 15 minutes)

Four signs that SoI-PDCA is on track

There are signs that consultants look for to confirm that "SoI-PDCA is functioning correctly."

[Signs that SoI-PDCA is on track]

Sign 1: "The dashboard will open automatically on Monday mornings."
The person in charge voluntarily created the dashboard on Monday morning.
It is set up to be checked.
If you've reached a state where you "watch without being told"
Evidence that SoI-PDCA is running on its own.

Sign #2: "We get requests from the field saying, 'We want this view.'"
Because I value the dashboard.
This creates a desire to see more of [something].
As long as these voices are being heard, the CRM is growing.

Sign #3: "Excel will no longer be needed in weekly meetings."
The time spent creating reports has been reduced to zero.
That time has been transformed into "time for making decisions."
Success is achieved when people start saying, "We've abolished the weekly reporting meetings."

Sign ④: "You can respond to an emotional temperature cool alert within 48 hours."
Tasks generated by the workflow
A representative is responding within 48 hours.
"Being able to act when an alert comes in"
The most direct evidence of its function as a System of Information (SUI).

Implementing "Lost Deal Analysis" with SoI-PDCA—Discovering Winning Patterns

Once sufficient data has been accumulated (3-4 months after implementation), we will conduct a "lost deal analysis session."

[Lost Order Analysis Session (Monthly, 30 minutes)]

Step 1: Review the list of deals that were lost last month.
"Last month, my emotional temperature turned cold."
Or, how many customers were recorded as lost deals?

Step 2: Check the distribution of reasons for lost deals.
Aggregate the data in the Lost Order Reason field:
"Price factors: ○ items" "Competition: ○ items"
"Timing: ○ cases" "Mismatch in needs: ○ cases"

Step 3: Check for "changes in emotional temperature that you noticed too late."
"If we trace back the changes in the emotional temperature of customers who were lost,
When did it get cool?
"Were you following up on anything at that time?"

Step 4: Decide what you will do the next time the same situation occurs.
The "winning patterns and losing patterns" derived from the analysis
Reflect this in the field design or workflow.

Example: "Cases followed up on within 7 days of the cooldown and
When comparing cases followed up on more than 14 days ago,
There is a significant difference in conversion rates.
→ "Cool → Follow-up task within 7 days"
Implement improvement plans with a time limit.

Summary—SoI-PDCA Phase Checklist

Before the full-scale implementation session of SoI-PDCA (Day 60 of implementation):
□ Is there a two-month period of data available?
□ Is the input rate 70% or higher?
□ Can the distribution of emotional temperature be understood?

During the session:
□ Have you reviewed the emotional temperature distribution, input rate, and loss patterns?
□ Have you added a dashboard categorized by role (person in charge, manager, executive)?
□ Have you added the agenda for the weekly SoI-PDCA meeting to your calendar?

Has SoI-PDCA gotten on track? (4 signs):
□ Is the dashboard automatically opening on Monday mornings?
□ Is Excel no longer needed in weekly meetings?
□ Are you able to respond to emotional temperature cool alerts within 48 hours?
□ Are there requests from the field for specific views like this?

In the sixth and final installment, we will discuss "Mechanisms for Continuously Nurturing CRM—Regular Checkups, Quarterly Reviews, and CRM Evolution." We will present a comprehensive design that goes beyond mere implementation, ensuring that both the CRM and the organization continue to grow together.
EMOROCO CRM Lite Product Page

Previous article: [Part 4: Implementation Training and Support for Continued Use—"Creating a System Where Users Continue to Use It"]

Next time: [Episode 6: Regular check-ups, improvements, and evolution—"Creating a system to continuously nurture CRM"]

Related article: [Implementing a weekly PDCA cycle for SoI: A practical guide to automating Plan, Check, and Act with EMOROCO CRM Lite]

Related article: ["How we eliminated weekly reporting meetings" - How EMOROCO CRM Lite's dashboard changed how executives use their time]

 

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Person who wrote this article
Shinsuke Matsubara

Arcus Japan Representative Director / CRM Consultant
Click here for detailed profile
He has worked as a system engineer, architect, and consultant at Accenture and other companies, an evangelist at Infragistics (Microsoft MVP for Dynamics CRM (now Microsoft MVP for Business Solutions)), and a solutions specialist at Microsoft (in charge of Dynamics CRM products).He currently leads a service team specializing in CRM, supporting CRM implementation and business launches for companies of all sizes.At the same time, he works as a CRM evangelist, spreading the idea of "true" CRM through events and article contributions.
Having learned CRM at Accenture, and having advocated and globally popularized CRM 2.0 (platform-based CRM) at Microsoft, he is a legitimate successor to CRM and the longest-serving active CRM expert (CRM consultant/CRM doctor), having received an award at Worldwide.
Since then, as a leading expert in CRM who advocates CRM 3.0 (Personalized CRM) and CRM 4.0 (Creative CRM), he has been interviewed and received numerous awards both domestically and internationally from publications such as The Wall Street Journal, Newsweek, TIME, WORLDCOM, Mainichi Shimbun (Weekly Economist), and Nippon Cultural Broadcasting. He has also been selected as a representative company of the Kansai business community by "Keizaikai" for four consecutive years.
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