Hello, this is Matsubara, CRM Evangelist.

"As the business grows, so do the management tools."

This is a problem that companies operating multiple businesses inevitably face. If you manage real estate brokerage in Excel, e-commerce in the shopping cart management screen, and franchise stores in a spreadsheet—all in separate locations—you lose sight of the big picture and lose track of which customer relationships are most important for each business at any given time.

Arcus Wellform manages three different businesses—real estate brokerage, e-commerce sales of Japanese wood ear mushrooms, and management of Japanese wood ear mushroom franchises—in a single tenant of EMOROCO CRM Lite. This article explains the details of that design.

What is Arcus Wellform?

Arcus Wellform is a subsidiary of Arcus Japan Group and operates the following three businesses:

Arcus Wellform HP:https://wellform.arcuss-japan.com/
Japanese Wood Ear Mushroom Virtual Market:https://kikurage.e-merchant.jp/

① Real estate brokerage: Brokerage of buying, selling, and leasing of properties. Building long-term relationships with local customers is key.

② Japanese Wood Ear Mushroom EC Sales: Operates a direct sales EC site for domestically produced wood ear mushrooms. Cultivating repeat customers and building a loyal customer base are key to sales.

③ Japan Wood Ear Mushroom FC Management: Operation of the franchise headquarters for wood ear mushroom cultivation and sales. Managing relationships with franchisees and designing support systems are crucial.

The three businesses are all different in terms of industry, customer base, and sales methods.
However, the core principle of CRM 4.0—"nurturing emotional connections with customers"—remains the same.

Multi-tenant design – "Connecting while separating" three businesses

We are using the multi-tenant functionality of EMOROCO CRM Lite to design three business units.

Each tenant has an independent design, but the managed tenant provides an overview of the "overall picture spanning the three business areas."
A single dashboard displays data that can be used for management decisions, such as "Which business has the most customers with a 'cool' or lower emotional temperature this month?"

Business-Specific Design ①: Real Estate Brokerage

The core of designing a real estate brokerage process lies in three points: "following up with clients," "utilizing GIS maps," and "maintaining relationships after a change in the assigned agent."
Details of this design can be found in a separate article, "A story about how a real estate brokerage company increased its closing rate by 1.8 times using EMOROCO CRM Lite's GIS map.” explains.

Arcus Wellform's real estate brokerage services are designed as follows:

Distinctive design: Cross-selling real estate with customers using wood ear mushrooms

When customers who have purchased wood ear mushrooms from our e-commerce site (customers who are familiar with the Arcus Wellform brand) reach the stage of considering real estate, the context of "the company that sells those wood ear mushrooms also does real estate" becomes the starting point for the relationship.

By recording "contact points with the same customer in other businesses" across three business segments, we ensure we don't miss cross-selling opportunities.

Business-Specific Design ②: E-commerce Sales of Japanese Wood Ear Mushrooms

For e-commerce sales of a specific product like domestically produced wood ear mushrooms, it's crucial to "continuously offer the product to customers with a strong focus on health and beauty" and "cultivate loyal customers."

Field Design

Important Workflow

Regular purchase cycle follow-up:

Seasonal demand stimulation: Demand for domestically produced wood ear mushrooms increases during the hot pot season (autumn and winter).

Business-Specific Design ③: Management of Japan Wood Ear Mushroom FC

Franchise management requires a unique design even when utilizing EMOROCO CRM Lite.
Franchisees are both "customers" and "partners" at the same time.

Unique aspects of FC management

In franchise management, there is a two-tiered structure: in addition to the "headquarters → franchisee" relationship, there is also a "franchisee → end user (purchasing customer)" relationship.

Field design for franchise stores

Important Workflow

Monthly sales decline alert:

Follow-up for the 1st anniversary of opening:

Early intervention for emotional temperature below cool:

3. Cross-Business Dashboard – Numbers Executives Look at Weekly

Arcus Wellform's management uses a single dashboard to monitor the health of its three businesses.

4 KPIs for the Executive Dashboard:

① Emotional temperature distribution across all businesses: What percentage of the three businesses combined are "cool" or below?
② Real Estate: Number of completed transactions and follow-up list entries for this month
③ Wood ear mushroom e-commerce: New buyers and conversion rate for second-time purchases this month
4 Kikurage FC: Number of franchise stores with an emotional temperature of Cool or lower

By reviewing these points once a week for just 5 minutes, you can determine "which business area you should focus your resources on this week."

Summary – Integrating three different businesses under a single customer philosophy.

The Arcus Wellform case demonstrates that the principles of CRM 4.0 are applicable to any type of business.

Even though our businesses are different—real estate brokerage, e-commerce sales, and franchise management—we share the same core principles: "nurturing emotional connections with customers," "maintaining relationships even when the person in charge changes," and "systematizing proactive follow-up."

With EMOROCO CRM Lite's multi-tenancy and BPF, you can manage your three businesses in an integrated manner under a single CRM philosophy, rather than using separate tools.

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/

Related article

• A story about how a real estate brokerage company increased its closing rate by 1.8 times using EMOROCO CRM Lite's GIS map.
• Multi-Tenant Design Guide: How to Deploy EMOROCO CRM Lite to Group Companies, Agencies, and Franchises
• How food wholesalers can systematize customer management and new product introductions using EMOROCO CRM Lite
• Using EMOROCO CRM Lite for e-commerce site management - Shiramu's fan customer management for merchandise sales
• What happened to a company that continuously used Emotional Temperature for a year? — The compounding effect of CRM 4.0