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[Series: How to Conduct EMOROCO CRM Lite Implementation Consulting] Part 6 (Final Part) — "Creating a System to Continuously Nurture CRM" Regular Checkups, Improvements, and Evolution
Hello, this is Matsubara, CRM Evangelist.
This is the final installment of the six-part series.
In the first five installments, we explained the implementation process, which consists of "hearing → design → construction → training → SoI-PDCA".
However, I haven't mentioned the most important thing— that there is no such thing as "completion" when it comes to implementing a CRM.
Implementing a CRM is not the goal, but the starting point. A CRM is a living thing. If business processes change, the design needs to be changed. If the organization changes, the field needs to be changed. If new challenges arise, new workflows will be needed.
The phases of regular check-ups, improvement, and evolution are designed to create a system for this "continuous nurturing."
"CRM Degradation"—Why Neglecting it Will Kill Your CRM
There's a reality that Arcus Japan has witnessed through its extensive CRM support work: the phenomenon of CRM systems becoming obsolete within a year of implementation.
Month 1-3 (active period):
The input rate is high due to the effectiveness of the training.
I have a habit of checking my dashboard every morning.
CRM is being used in weekly meetings.
Month 4-6 (stagnation period):
I start putting off data entry because I'm "too busy."
Dashboard monitoring will change from weekly to monthly.
There will be days when the CRM is no longer used in weekly meetings.
There are requests to add fields, but no one is doing it.
Month 7-12 (incarnation period):
The number of records whose data hasn't been updated for more than three months is increasing.
"We have a CRM system installed, but we actually manage everything using Excel."
The person in charge reappears.
CRM doctors end up in a situation where they are "too busy to conduct health checkups."
Month 12 or later (death):
"We installed a CRM system, but nobody is using it."
→ Only high license fees are being incurred.
To prevent this from becoming a mere formality, it is necessary to design the "regular health checkup" system from the very beginning of its implementation.
Three cycles of regular health checkups: weekly, monthly, and quarterly.
The health checkup is conducted in three cycles.
Weekly health checkup (every Monday, 15 minutes): Conducted by a CRM doctor.
Objective: To review "This Week's Alerts" and inform the relevant person.
Confirmed items:
① Red alert list (Cool or below × Contact cut off)
② Number of incomplete action tasks due this week
③ Pick the best input from last week and share it.
Monthly health checkup (first Monday of the month, 45 minutes): Conducted by a CRM doctor.
Objective: "Measurement of vital signs and implementation of improvement measures"
Check items (4 vital signs):
① Input rate: The percentage of all contacts that were recorded in the CRM.
② Utilization rate: Percentage of employees who checked the dashboard weekly
③ Accuracy: Distribution of emotional temperature (Are not all participants warm?)
④ Precision: Are there any unused fields?
Quarterly comprehensive health checkup (beginning of quarter, 2 hours): CRM doctor + consultant
Objective: "Review the overall CRM design and plan its evolution for the next quarter."
Details of the implementation: (See below)
Detailed design of monthly health checkups: "Measurement and prescription of four vital signs"
Monthly checkups measure the health status of CRM, similar to how a doctor performs a health checkup on a patient.
① Measurement of input rate (10 minutes)
Measurement method:
"Total number of contacts this month (visits, phone calls, emails, etc.)"
Ratio of "Number of contacts recorded in CRM this month"
Target value: 70% or higher (50% or higher is acceptable for the first three months)
Risk level: Less than 50% → Identify the cause and implement a prescription.
Prescriptions based on cause:
Reason ① "I'm too busy and put it off."
→ During the weekly check-up, the question was, "Did you enter yesterday's contacts?"
Increase the frequency of speaking to everyone.
Reason ②: "Input is difficult (many fields, can only be entered on a PC)."
→ Reduce the number of fields or check your smartphone input settings.
Reason ③: "Nothing happens when you input something (no return)."
→ The dashboard is designed to "help yourself if you input information."
Check and redesign if it is in the correct state.
② Confirmation of emotional temperature distribution (10 minutes)
Measurement details: Distribution of emotional temperature of all customers
Target distribution:
Hot: 10-20%
Warm: 50-65%
Cool: 15-25%
Cold: 5% or less
Problem patterns and solutions:
Pattern A: "Everyone is warm (the distribution is skewed)"
Cause: The criteria for judgment are not shared or
I've developed a habit of "just warming it up."
Prescription: Re-share the criteria for judging emotional temperature with the team.
Reaffirming the rule: "When in doubt, choose the cool option."
Pattern B: "More than 30% are rated 'Cool' or lower":
Reason: We can't keep up with the follow-up.
Prescription: Review the number of clients assigned to each staff member,
Redesign the frequency and method of follow-up.
Pattern C: "The number of cold cases continues to increase"
Cause: Inactive customers have not been properly managed.
Prescription: Set criteria for deciding whether to "re-engage or discontinue" cold customers.
Archive customers who can be organized from the CRM.
③ Field inventory (15 minutes)
Confirmation details: No entries have been made in the past month (or
Identify fields that have been barely filled in.
prescription:
"What was the purpose of creating this field?"
- The reason it's not being used is "input is troublesome" → Change the format.
- If the reason for not using it is "it's no longer needed" → Hide it.
- The reason it's not being used is "I forgot it existed" → If necessary, provide training to remind everyone.
If you have any requests for adding new fields,
"After confirming what specifically changes with this field"
Decide whether to add (prevent the addition of unnecessary fields)
④ Check the completion rate of the workflow (10 minutes)
Verification details: Of the tasks generated by the workflow in the past month,
Percentage of tasks marked as "completed" by the person in charge
Target value: 70% or higher
Risk level: Less than 50% → Identify the cause and implement a prescription.
Prescriptions based on cause:
Reason ①: "Too many tasks"
→ Review the workflow conditions (narrow down the trigger conditions)
Reason ②: "The task is vague and I can't take action."
→ Rewrite the task description text into specific actions.
Reason #3: "Lack of the habit of checking tasks."
→ Explicitly incorporate task list review into weekly meetings.
Quarterly Health Checkup – "CRM Renewal and Next Evolution"
Every quarter, consultants and CRM doctors conduct a comprehensive health check to review the entire CRM system design.
① Review of KPI achievement status for the previous quarter (20 minutes)
The "definition of success" agreed upon in the first hearing and
Let's compare the actual results:
- Has the number of unfollowed users decreased as targeted?
Has the customer retention rate improved since the change in personnel?
Have you seen an increase in new customers acquired through referrals?
Were you able to reduce the time spent on weekly reporting meetings?
Is the percentage of those with an emotional temperature of "cool" or lower within the target range?
→ Regarding metrics that have not been achieved:
"Why we couldn't achieve it"
Organize the issues into design problems, operational problems, and external factors.
② Hearing feedback from those on the ground (20 minutes)
The CRM doctor collected the information in advance.
Check the "feedback from the person in charge":
Voices that should be collected:
"This field is difficult to use."
"I want to be able to record this kind of information as well."
"The timing of this workflow is off."
"I want this kind of view on the dashboard."
→ On-site feedback leads to "design improvements"
By letting them experience it each time, the person in charge
Maintain a sense of "our own CRM"
③ Overall review of the architecture (30 minutes)
Check whether the current design is suitable for the business from the following perspectives:
Entity compatibility:
"A new job has started,
"The current entities are insufficient to manage this."
Is that not the case?
→ Add a new entity if necessary
Workflow coverage:
"We're still doing it manually,
Are there any repetitive tasks that could be automated?
→ Identify potential new workflows
Security role suitability:
"There have been organizational changes, hiring changes, and changes in responsibilities,
"Do the permission settings reflect reality?"
→ Modify if necessary
④ Decide on the "evolution theme" for the next quarter (30 minutes)
Each quarter, we will define the "themes to evolve in this phase."
Set only 1 or 2 options.
Examples of potential evolution themes:
Phase 2 (3-6 months after implementation):
"Improving the quality of narrative memos and strengthening the handover design."
"Adding and designing referral network fields"
Phase 3 (6-9 months after implementation):
"Self-sustaining SoI-PDCA cycle (to a state where consultants are no longer needed)"
"Automating lost deal analysis and discovering patterns"
Phase 4 (9-12 months after implementation):
"Designing a Relationship Asset Score and Integrating it into Quarterly Reports"
"Designing the deployment to group companies and agencies"
⑤ Confirmation of the next quarter's health check schedule (20 minutes)
Please specify the dates for monthly and quarterly health checkups.
I'll add entries to my calendar up to four months in advance.
"Health checkups not included in the calendar will not be conducted."
→ Scheduling is the most important condition for a successful health checkup.
"Designing Graduation" - Aiming to eliminate the need for consultants.
Arcus Japan's implementation consulting includes a "graduation design" from the very beginning.
The ultimate goal of this six-part series is to create a situation where CRM doctors and business owners can autonomously continue to develop their CRM systems, even without the guidance of a consultant .
If the following five conditions are met,
Regular support from Arcus Japan will no longer be necessary:
① CRM doctors are able to autonomously conduct monthly health checkups.
(Can be implemented without the involvement of a consultant)
② Weekly SoI-PDCA meetings have become a "habit".
(It starts on Monday mornings without anyone having to remind them.)
③ Adding or changing fields can be done by CRM Doctor
Can be done without coding
④ Quarterly health checkups can be conducted solely within the company.
⑤ When new challenges arise
How CRM Doctors Design It Themselves
(It's possible that the number of consultations will decrease.)
→ This is what it means for "CRM to be firmly established as an organizational system."
Even after graduation, Arcus Japan will continue to be a consulting partner for "whenever a major change occurs (organizational restructuring, business expansion, group development)."
This is also an example of CRM 4.0's concept of "sustainable relationships"—where relationships continue even if the level of support diminishes.
Summary of the series—the overall picture of 6 steps
Session 1: Initial Interview and Current Situation Assessment (Day 0)
Clearly define "why you are implementing CRM."
5 questions × 4 vital signs × 6 points of agreement
Part 2: Implementation Design (Days 0-3)
We design "what kind of CRM to build" together with the client.
Entity × Field × Workflow × Dashboard
Third session: System construction and data migration (Days 1-7)
"Create a CRM that actually works."
Day 1 Setup × Day 2-3 Import × Day 4 Workflow × Day 5 Dashboard
Session 4: Training and Retention Support (Days 8-14)
"Create a system that allows on-site staff to continue using the product."
Kick-off × Operational training × CRM doctor training × 72-hour follow-up
Fifth session: Utilizing SoI-PDCA (around Day 60)
"Make CRM function as a system of insights."
Data review × Advanced dashboards × Weekly meeting design × Lost deal analysis
Part 6: Regular checkups, improvement, and evolution (continuation)
"Create a system to continuously nurture and improve CRM."
Weekly checkups × Monthly checkups × Quarterly comprehensive checkups × Graduation planning
Arcus Japan's philosophy of supporting clients: "Not teaching, but thinking together."
Throughout this six-part series, we have conveyed the core of Arcus Japan's coaching style.
It's not about "the consultant bringing the answer and handing it over," but rather about "thinking together with the client and having the client come up with the answer themselves."
In the design session, the client themselves decides on the field. In the training, the executives themselves deliver the kickoff speech. In the monthly check-up, the CRM doctors themselves conduct the check-ups.
ARCUS Japan's consultants are "facilitators." They formulate questions, draw out insights, support the design process, and accompany clients until they are "able to act on their own."
This is the consulting version of "Co-Creation" in CRM 4.0.
As the company name suggests, "ARTists for CUStomer Success," Arcus Japan's ultimate goal is not "selling EMOROCO CRM Lite," but "ensuring the success of our clients' CRMs."
If you are considering implementing EMOROCO CRM Lite, please feel free to contact Arcus Japan.
Starting with the first hearing, our six-step process will help you achieve a CRM that "the field staff continue to use," "a CRM that functions as a system for gaining insights," and "a CRM that grows together with the organization."
EMOROCO CRM Lite Product Page
List of series:
[Part 2: Designing "What Kind of CRM System Should We Build?" Together with the Client]
[【Part 3】 "Creating a Working CRM": Construction, Data Migration, and Initial Setup]
[【Part 5】"Making CRM function as a system of insights": Utilizing SoI-PDCA and dashboards]
Related article: [What is a CRM Doctor (CRM Consultant)? – The role of a specialist in establishing CRM in the CRM 4.0 era]
Related article: [EMOROCO CRM Lite Implementation: Complete Roadmap for the First 30 Days]
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