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[Series: EMOROCO CRM Lite ver2.0] Part 3 — CRM goes beyond "internal." Centralized management of external contacts with customer portal, external connectors, and LINE notifications.
Hello, this is Matsubara, CRM Evangelist.
In the previous installment (Part 2) , we explained the "field sales support" functions such as GIS maps, route sales, and BPF.
In the third installment, we will explain the "Customer Touchpoint Expansion" features newly added in ver2.0—customer portal, external connectors, and LINE notifications.
These features don't just change "how you use CRM"; they change the very definition of "what CRM is for."
Traditional CRM: An "internal management tool" used by the company's sales and management teams.
EMOROCO ver2.0: A "business platform" that connects customers, external partners, and other systems.
This transformation is the theme of our third session.
The essence of the problem: "Every inquiry has to be handled manually."
This kind of thing is still happening in many small and medium-sized businesses.
Customer: Send an inquiry via email using the web form.
↓
Contact person: Receive via email
↓
Person in charge: Manually enters information into an Excel inquiry list.
↓
Person in charge: Check customer records in the CRM and attempt to link them (manually).
↓
Person in charge: Manage the status of responses using both email replies and Excel.
Issues:
- The same information is being entered in three places: email, Excel, and CRM.
- Input errors and registration omissions are likely to occur.
- "I wonder how far we got with that inquiry?"
- Customer interaction history is not recorded in the CRM, making handover impossible.
→ "We have a CRM system in place, but inquiry management is being handled outside of the CRM."
This is the true nature of the fragmentation of customer touchpoints.
The customer portal feature in version 2.0 fundamentally resolves this disconnect.
Customer portal functionality – creating an "external gateway to the CRM."
The customer portal is "a gateway for customers to register data into the CRM from outside the company."
We publish inquiry forms, document request forms, application submission forms, etc., and the submitted content is directly registered as an entity in the CRM.
Portal site settings:
- Setting the site name
- Setting the theme color
- Logo settings
・ Welcome message settings
Creating a public page:
- Launch of the inquiry form
- Direct registration to CRM entities
- Setting up notification email addresses
- Setting the message to confirm delivery
- Support for inquiries submitted without login (receiving inquiries without requiring membership registration)
① Inquiry reception:
Inquiries are received via the web and automatically registered in the CRM.
→ Eliminates the need for manual transcription into emails.
② Request for materials form:
Prospect information is automatically registered as leads in the CRM.
→ Sales representatives can follow up immediately.
③ Request for Quotation Form:
Customer requests are automatically registered as projects in the CRM.
→ Allows for consistent tracking from quotation to project management.
④ Repair and inspection request acceptance:
Manage equipment and product support requests using CRM.
→ The status of the response can be shared in real time.
⑤ Event/Seminar Registration:
Participant information is centrally managed using CRM.
→ Follow-up can be done immediately.
⑥ Application form for employment:
Manage applicant information and track the selection process using CRM.
→ CRM can also be used for recruitment management.
⑦ Collecting questionnaires:
The response results are stored and analyzed as CRM data.
→ NPS surveys can be directly linked to CRM.
⑧ Agency project registration:
Referrals from agencies are registered directly in the CRM.
→ Joint sales activities with agencies can be managed using CRM.
External Connectors – Making CRM the "Hub of the Entire Business System"
External connectors are a feature that enables data exchange between EMOROCO and other systems.
The idea is not to "complete everything with CRM alone," but rather to "use CRM as the central hub and integrate it with other necessary systems."
CRM → Sending to external systems:
- Send contract data to the accounting system.
- Output sales data to an external analytics platform.
- Send customer information to an email distribution tool.
External system → Integration into CRM:
- Register the contents of the external form submission to the CRM.
- Import e-commerce site purchase data into the CRM.
- Integrate lead information from MA tools into CRM
Executing external APIs triggered by CRM updates:
- Once a project is closed, create an invoice in the accounting system.
- Notification sent to the company's Slack channel when an inquiry is registered.
- Launch the onboarding tool once the contract is complete.
Manufacturing/construction industry:
Order information → Linked to the production management system
Inspection report → Linked to automated report generation system
Professional services (tax accountants, social insurance and labor consultants, lawyers):
Client financial information → Linked to accounting software
Deadline management → Link to calendar app
Medical care and nursing care:
Visit records → Linked to electronic medical record/care record system
Reservations → Two-way integration with the reservation management system
SaaS/IT companies:
CRM usage status → Displayed in the customer portal
Support ticket → Linked to the help desk system
→ With the combination of "CRM + external connector",
EMOROCO functions as the "central infrastructure for business systems."
LINE notifications – deliver alerts to the "channel that the person in charge always has open."
With version 2.0, the workflow and LINE notifications have been integrated, allowing important alerts to be delivered to "where the person in charge is actually looking."
Before (traditional CRM alerts):
Only those "who have the habit of opening the CRM dashboard every day"
You can notice the alert.
Personnel who don't have the habit of opening these notifications will miss the alerts.
After (combined with LINE notifications):
The moment the workflow is triggered,
An automatic notification will be sent to the person in charge's LINE account.
LINE is an app that over 9% of Japanese people open every day.
→ The biggest problem in terms of retention—"not having the habit of opening the CRM"—is resolved.
"When your emotional temperature changes to a cooler state" → LINE notification:
🟡【Follow required】Tanaka Kogyo Co., Ltd. Department Manager Tanaka
Emotional temperature: Changed to Cool (Previous: Warm)
Last contact: 14 days ago Contact person: Yamada
← Follow up with them this week without any sales pitches.
"When a new inquiry is registered" → Notification sent via LINE:
📩【New Inquiry】
We have received an inquiry from Mr. Suzuki of Company A.
Subject: Request for product information
← Please reply within 24 hours."
"When the BPF stage of a project is updated" → LINE notification:
"📊 [Project Progress] Company B's chances of winning the order have been updated to A"
Person in charge: Sato Next action: Closing meeting next Monday
← Please finalize the proposal by the end of today.
Tasks with a workflow deadline today → Notification via LINE (8 AM):
📋【Today's Actions】
① Follow up with Tanaka Industries ② Submit proposal to Company C ③ Confirm renewal with Company D
← Check the EMOROCO dashboard for details.
→ Shift the habit from "opening the CRM" to "checking LINE."
= The alert design with the lowest adoption cost
Security role and form permission management – Moving away from the "same screen for everyone" approach
The enhanced security roles and form permission management in version 2.0 enable a design that "provides screens appropriate to the role."
Administrator form:
All information is viewable and editable.
Sales figures, contract terms, and employee input rates are also displayed.
Form for sales representatives:
Show only the information of the assigned customer.
Confidential information such as prices and costs is hidden.
The focus is on updating activity logs and emotional temperature.
View-only form (for business owners):
Show only the dashboard and key KPIs.
Input and editing are not permitted.
"CRM for viewing only" to support business decision-making
Agent form:
Only projects handled by agencies will be displayed.
Our company's customer information is hidden.
Register and manage projects in conjunction with the agency portal.
Portal integration form:
Reception screen for information registered from the customer portal
Specialized for managing response status
→ Instead of "everyone using one screen,"
Designed to "use screens optimized for each role."
= Preventing input errors + Information security + Ease of use in the field - a three-pronged approach
"Multi-tenant" – for use across group companies and multiple business units.
Version 2.0's multi-tenant support is a feature that allows group companies, multiple business units, and multiple brands to be managed independently within a single EMOROCO environment.
Scene 1: "Application within group companies"
Parent and subsidiary companies operate CRM systems in separate tenants.
The administrator can understand the overall situation of the group.
Data between subsidiaries is independent.
Scene 2: "Use across multiple business units"
The corporate sales division and the individual sales division operate in separate tenants.
Separate customer information and project information between business units.
Scene 3: "Applications for OEMs and distributors"
Each sales agent operates EMOROCO in an independent tenant space.
Arcus Japan supports OEM sales,
The agency can offer it as their own branded CRM.
Summary of the third session: The "boundaries" of CRM have disappeared.
The biggest message conveyed by version 2.0 is that "the boundaries of CRM have disappeared."
Traditional CRM systems had a clear boundary: they were "management tools used by internal staff." Customers were outside the CRM, inquiries came via email, and data was manually entered.
EMOROCO version 2.0 removes this boundary.
Customers can directly register data in the CRM via the customer portal, data flows seamlessly with other systems via external connectors, and LINE notifications allow sales representatives to receive real-time alerts no matter where they are.
"A business platform centered around CRM, connecting internal, external, and other systems through a single data flow"—this is what version 2.0 aims to achieve.
Next time preview: In the final installment (Part 4), we will explain "Competitor Comparison, Pricing, and Designing Today—Why EMOROCO is the Optimal Solution for Small and Medium-Sized Enterprises."
EMOROCO CRM Lite Product Page
Previous article: [Part 2: GIS Maps, Route Sales, and BPF—Implementation Design for New Features that Will Transform Field Sales]
Related article: [Notification design that loosely connects Slack/Teams and EMOROCO CRM Lite—How to receive emotional temperature alerts via chat]
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