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Top > Knowledge Creation Laboratory by CRM(xRM) > [Series: EMOROCO CRM Lite ver2.0] Part 2 — Maps are changing sales. Implementation design of GIS maps, route sales, and Business Process Flow.

[Series: EMOROCO CRM Lite ver2.0] Part 2 — Maps are changing sales. Implementation design of GIS maps, route sales, and Business Process Flow.

Hello, this is Matsubara, CRM Evangelist.

Previous (Part 1)So, that concludes our explanation of the overall enhancements in version 2.0 and the design philosophy behind "nurturing CRM."

In the second installment, we will focus on the "Field Sales Support" function, which has been newly added and enhanced in version 2.0.
In particular, the three functions of GIS maps, route sales, and Business Process Flow (BPF) directly address the "real-world situation of outside sales," which has been a weakness of previous CRM systems.

Why haven't "outside sales" teams been managed with CRM?

Many outside sales representatives at small and medium-sized enterprises treat CRM as something they "enter data into after returning to the office."

By tracking the daily activities of a sales representative, we can see the structure of the problem.

[A Typical Day and Challenges for Outside Sales Representatives]

8:30 Arrive at the office and check today's visit schedule in my planner and Excel.
9:00 First visit (route determined by experience)
10:30 Second visit (travel time is unpredictable)
12:00 Lunch (Search for the next destination using a map app)
13:30 Third visit (received an unexpected call from another customer → had to respond immediately)
15:00 4th visit
16:30 Return to the office
17:00 Create daily report and enter visit details into Excel.
18:00 Leave office

→ Problem ①: Optimizing visit routes relies on intuition.
→ Problem ②: Visit destinations and customer information are not linked (the map app and CRM are separate).
→ Problem 3: Prioritizing "who to visit today" is not visible in the CRM.
→ Issue ④: Visit history is not visible to administrators in real time.
→ Problem 5: Because data is entered after returning to the office, the freshness of the memory decreases.

Version 2.0's GIS map and route sales function directly addresses these challenges.

GIS mapping functionality – an innovation that lets you "see" your customers on a map.

EMOROCO CRM Lite ver2.0's GIS map view displays clients and visited locations on a map.

[Main functions of GIS maps]

• Display of customer location on a map
- Visualization of visited locations (pin display)
・Visit order management
Route sales management
- Integration with visit history
• Site management and facility management

Usage scenarios:
Route sales representative (responsible for food, beverages, and pharmaceuticals)
Equipment inspection (equipment maintenance personnel)
Delivery management (logistics and delivery services)
Real estate management (inspection and management of properties)
Medical and nursing care home visits (visiting nurses and care helpers)
Field service (repair and inspection personnel)

GIS maps don't just change how data looks; they change the very decision-making process behind "who to visit today."

[Design combining GIS maps and CRM 4.0 emotional temperature]

Traditional outside sales approach to "selecting today's visiting destination":
- Select customers who you feel "maybe it's time to go" based on experience and intuition.
• Check the route separately using a map app.

Designing a GIS map × emotional temperature dashboard:
In EMOROCO's GIS map view
While displaying "Today's Visited Area",
Filter by emotional temperature field and last contact date.

Display rules:
• Red pin: Emotional temperature cold × Last contact more than 30 days ago
→ Customers you should definitely visit today
• Yellow pin: Cool emotional temperature × Last contact more than 14 days ago
→ Customers I would like to visit this week if possible.
Green pin: Emotional temperature is hot × Next action within this week
→ Customers who have a chance of being contacted for an appointment

→ Just by looking at the map, you can see "in what order and to whom to visit today."
Determined based on
From "intuitive route sales" to "strategic route sales"

Route sales function – unifying travel efficiency and visit records.

The route sales function streamlines the entire outside sales process by combining GIS maps and visit history management.

[Implementation design for route sales function]

Before the visit (5 minutes before departure):
Open the GIS map view in EMOROCO.
Show today's visited areas
Filter by emotional temperature × last contact date
Check today's priority visit list.
Set the visit order on EMOROCO.

During a visit (smartphone input at the customer's location):
Open the record of the visited location (within 3 clicks)
Update emotional temperature (30 seconds)
Write a short message in the narrative memo (1-2 minutes)
Set the next action (30 seconds)
→ Input completed in a total of 4 minutes or less

After the visit (checking records on the same day):
Today's visit history is recorded on the GIS map.
Check if all emotional temperature updates have been completed.
Check tomorrow's visit plan on the dashboard.

Administrator verification (real-time):
You can check "Today's team visit status" on a GIS map.
You can check the number of visits and the area visited in the visit history report.

Business Process Flow (BPF) – Visualization to eliminate missed responses

Business Process Flow (BPF) is a function that manages the process of handling cases, applications, and responses in stages.

This is a direct solution to problems such as "missed responses," "progress being dependent on specific individuals," and "unclear status."

[Basic Design of Business Process Flow]

What is BPF?
We define projects and business processes as "stages,"
A feature that visualizes which stage you are currently in.
You can set the conditions necessary to advance through the stages.
The system can be designed so that you cannot proceed to the next stage unless certain conditions are met.

Example of use:
Sales opportunity management, inquiry handling, quotation to contract process.
Recruitment management, application management, inspection, and maintenance support.

BPF design philosophy:
"Reduce variations in the approach taken by each person in charge,
"To improve the quality of sales as an organization."
[Example of BPF design in sales opportunity management]

Stage design (7 stages):
Stage 1: Lead/First Contact
→ Confirmation items: Company name, contact person's name, and contact information have been entered.
→ Initial settings for emotional temperature

Stage 2: Needs Assessment
→ Confirmation items: Narrative memo recording of issues and needs
→ ICX capture input

Stage 3: Proposal Preparation
→ Confirmation item: Proposal creation complete
→ Confirmation and recording of competitive situation

Stage 4: Proposed
→ Confirmation item: Record of the date the proposal was implemented.
→ Updating the emotional temperature of customer reactions

Stage 5: Closing
→ Confirmation item: Conducting business negotiations with decision-makers
→ Progress at an emotional temperature of hot or higher

Stage 6: Order Placement and Contract
→ Confirmation item: Confirmation of contract signing

Stage 7: Completion and Follow-up Transition
→ Transition to the Customer Success Phase

→ By making it clear "what needs to be completed to proceed to the next stage" at each stage,
"Business negotiations that were progressing somewhat aimlessly" will transform into "evidence-based progress management."
[Quality control design combining BPF and emotional temperature]

Problem: Frequent occurrence of projects that progress through the stages but are not awarded.
Reason: The stage score is high, but the emotional temperature remains cool as the character progresses.

Solution design:
Projects with an emotional temperature of "Cool or below" and a stage of 4 or higher.
Visualize it on a dashboard.
→ The cases listed are
Projects that appear to be progressing numerically but are actually dangerous.
→ The manager will always check and intervene during the weekly review.

→ Quantitative stage management of BPF ×
Qualitative state management of emotional temperature = the most accurate case management

Calendar function – designed to "keep schedules and customer information separate."

Version 2.0's calendar function allows for centralized management of sales activities, scheduled visits, and internal tasks within the CRM.

[Features and Usage Design of the Calendar Function]

Functions: Month display, week display, day display, sidebar display
Calendar import/export support

Conventional problem:
"Manage your schedule with Google Calendar or Outlook,
This resulted in a double management situation where data had to be entered separately into the CRM.
→ The schedule and customer information are not linked.
"Who I was scheduled to meet" wasn't visible in the CRM.

EMOROCO's calendar design:
By linking appointments to customer records,
Customer records can be accessed directly from the calendar schedule.
Please review the narrative memo before your visit.
You can visit after recalling what you talked about last time.

Usage patterns:
Monday morning: Check the weekly calendar to see this week's visits and meetings.
On the day of the visit: Open the customer record from the calendar.
Check the narrative and emotional tone before you depart.
After the visit: Update the activity record to reflect it in the calendar.

Summary of Part 2: "Fieldwork" is now integrated into CRM.

One of the biggest changes in version 2.0 is that "CRM has gone out into the field."

Traditional CRM systems were "managed in the office." Field sales representatives treated the CRM as something to "enter data after returning," and field information was entered only after the memory had faded.

Version 2.0's GIS map, route sales, BPF, and calendar features are designed to provide a real-time CRM experience for field personnel.

When you start using a GIS map to check today's destinations, then enter the information on your smartphone in 30 seconds after visiting, and finally update the stage in BPF, CRM transforms from a "management tool" to a "tool that supports on-site work."

Next time preview: This is the third installment, and we will be discussing "Customer Portals, External Connectors, and LINE Notifications—Designing a System to Consolidate External Contact Points into CRM."
EMOROCO CRM Lite Product Page

last time:[Part 1: From "CRM for Use" to "CRM for Growth": The Overall Picture of Feature Enhancements and Design Philosophy of ver2.0]

next time:[Part 3: Customer Portal, External Connectors, LINE Notifications—Designing a CRM that Consolidates External Contact Points]

Related article:[How to systematize telemarketing and web sales meetings for inside sales using EMOROCO CRM Lite with CRM 4.0]

 

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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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