Hello, this is Matsubara, CRM Evangelist.

"CRM that nurtures customer relationships behind the scenes of the system"—this is the concept of background CRM.

Arcus Japan's next-generation e-commerce platform, the e-Merchant platformArcury" is a system that tracks the drone's position in real time.Where Drop+" and manage the current location and operating status of the busDoko Bus +” is being developed.
Behind the scenes of these services, EMOROCO CRM Lite functions as a background system, managing relationships with corporate clients, local governments, and partners.

This article explains the CRM design specific to location tech services and how to utilize it with Archuri.

Arcury is a combination of "Dokodoro+" and "Dokobus+".

Where to Doro+:https://www.arcuss-japan.com/products/dronelocation
This is a real-time location tracking system for drones.
You can centrally manage the current location, flight path, and operational status of multiple drones on a map.
We are expanding our services to corporations and local governments that utilize drones for business purposes, such as logistics, agriculture, and infrastructure inspection.

Where Bus+:https://www.arcuss-japan.com/products/buslocation
This location system manages and displays the current location and operating status of buses in real time.
In addition to displaying bus location information for passengers, it will also be used by bus operators for dispatch management and delay management.
It is operated in cooperation with local governments and transportation operators.

What both services have in common is a structure where they directly contract with B2B (corporations and local governments), and the location information service reaches local residents and on-site personnel.
While our direct "customers" are local governments and corporations, the end-user experience is also an important area of ​​management.

What is background CRM?

"Background CRM" refers to the role of CRM in managing customer relationships "behind the scenes," rather than on the front-end of the service (the map screen or management screen that users directly interact with).

In the case of Arcury, the users interact with the location information management screens for "Dokodoro+" and "Dokobus+".
EMOROCO CRM Lite is responsible for managing relationships with the "corporate clients, local governments, and partners" that support the service.

Arcury's three types of "customers"

EMOROCO CRM Lite, which functions as a background CRM, manages the three types of customer relationships in Arcury.

① Local government and administrative agencies

Dokodoro+ and Dokobus+ are often developed through collaboration with local governments and the use of subsidies.
Local government officials are frequently transferred, so "designing the system to maintain relationships even when the person in charge changes" is especially important.

Features of Dokobus+:
Relationships with local governments and transportation operators responsible for regional public transportation are long-term and complex.
The ability to respond quickly to changes in train schedules and to proactively propose new routes when considering their introduction determine the depth of the relationship.

Characteristics of DokoDoro+:
It has a wide range of applications, including agriculture, hunting, infrastructure inspection, and disaster response.
We will narratively document which use cases are proving most effective for this municipality and use that information to inform future proposals.

Main fields:

• Name and department of the person in charge (updated regularly)
• Emotional temperature (changes in temperature from the implementation consideration phase to the operation phase)
• Use cases (logistics / agriculture / infrastructure inspection / public transportation / disaster response / other)
• Progress status of subsidies and demonstration projects
• Next renewal deadline and contract terms
• Narrative ("What are the most important local issues for this municipality?")

② Corporate Customers

Managing relationships with logistics companies, agricultural corporations, and construction companies using Dokodoro+.
From operational support such as "which drone to fly and on which route" to ROI verification such as "how operational efficiency has changed," continuous relationship design is crucial.

③ Partner companies and development collaborators

Relationships with partner companies that support Arcury's service development.
This is strategic relationship management focused on "what role this company can play in the next phase."

Design of fields and workflows

Special fields for local government clients

Important Workflow ①: Seasonal Relocation Alert for Local Government Officials

The biggest risk in managing relationships with local governments is the "reset of relationships due to personnel changes." Taking proactive measures in line with the personnel change seasons in April and October greatly influences the contract renewal rate.

Important Workflow ②: 2-Month Before Contract Renewal Alert

Important Workflow ③: Where Bus + Route Change/Schedule Revision Seasonal Follow-up

Connects to the Arcury platform via an external connector.

Data generated on the DokoDoro+ and DokoBus+ platforms (drone flight counts, bus operation data, and customer inquiries) is integrated into EMOROCO CRM Lite via external connectors.

Examples of collaboration:

• Corporate clients whose monthly usage has decreased by 20% or more compared to the previous month → Automatically update emotional temperature to a cooler tone + 담당자 (person in charge) alert
• Customer inquiry occurs → Activity record is automatically registered in CRM.
• The demonstration phase is complete → The BPF for "Formal Implementation Proposal" automatically moves to the next phase.
• Customers who register a new route on DokoDoro+ → Automatically generate a "Hearing about expanded usage" task.

Background CRM solves the "invisible customer churn" problem.

A key characteristic of customer churn in location-based services is that "by the time you realize it, it's too late."
Even if your login frequency to the system decreases, it won't show up until you request cancellation.

The underlying functionality of EMOROCO CRM Lite is designed to "visualize changes in usage data as changes in emotional temperature, and proactively follow up before cancellation requests are made."

When a corporate customer's usage frequency decreases and their emotional state becomes more subdued, a follow-up task is automatically generated.
Being able to proactively ask "why they've stopped using it" is the frontline measure to prevent churn (cancellation).

Summary — CRM 4.0 is essential for location technology.

In location-based services like Dokodoro+ and Dokobus+, the "quality of relationships with direct customers (local governments and corporations)" determines the sustainability of the service.

EMOROCO CRM Lite's background utilization is designed to cultivate both "service accuracy (frontend)" and "relationship depth (background)" simultaneously. In an era where technology optimizes the movement of people and goods, a CRM that "records emotions and nurtures relationships" is essential behind the scenes.

You can try it with a 30-day free trial.
Digitalization and AI Implementation Subsidy 2026 Compatible Tool Number: DL07-0022934
Product Info:https://www.emoroco.com/

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