Hello, this is Matsubara, CRM Evangelist.

"We can't sell to customers something we don't use ourselves."

This is the philosophy that underlies all of Arcus Japan's business activities.

EMOROCO CRM Lite is designed as a "practical tool for CRM 4.0".
CRM 4.0 is a cutting-edge customer management philosophy that focuses on "co-creating" with customers rather than "managing" them—resonating with their emotions, values, and underlying psychology to cultivate relationships.

To create a tool that truly embodies CRM 4.0, we need a place where we can continuously use it, hone our skills in real-world situations, and keep refining it.
Each business within the Arcus Japan Group is precisely a "testing ground" and "testing ground" for CRM 4.0.

This article provides a cross-sectional overview of how EMOROCO CRM Lite is being used across Arcus Japan and its group companies' businesses, and explains the design philosophy behind "why we are implementing it across the entire group."

CRM created by CRM 4.0 practitioners: The principle of "the creator is the user."

Many CRM systems around the world were designed "for large sales organizations to acquire new customers."
That's why it became expensive and complex, geared towards large corporations.

EMOROCO CRM Lite is different.

"Emotional Temperature," "Narrative Memo," "ICX Capture," and "GIS Map"—these are features that I (Shinsuke Matsubara), as the representative of Arcus Japan, have developed over many years while refining the philosophy of CRM 4.0.
The idea came first, and the function followed later.

However, products cannot be refined through ideas alone.
Only by actually using it continuously will it become clear "what works," "what will stop being used in the field," and "what will bring about a real change in customer relationships."

The business of the Arcus Japan Group embodies this principle of "improving while using."
Restaurants, e-commerce, live events, real estate, franchises, location services—by continuing to use the same tool in various fields with different industries, scales, and customer bases, EMOROCO CRM Lite continues to evolve from a "theoretical CRM 4.0" to a "CRM 4.0 that works in the field."

Implementation of CRM 4.0 across each group business

Arcus Japan Main Unit

① Shiramu - Merchandise EC Sales - Practicing "Fan Customer Management"

Arcus Japan's character brand "Shiramu" has implemented a design for its online merchandise sales that focuses on "nurturing emotional connections with fans" rather than simply "managing purchase data."

Visualizing fan engagement through emotional temperature, and implementing workflows such as thank-you follow-ups 14 days after the initial purchase, personalized suggestions tailored to preferences, and acknowledging core fans—these are labs demonstrating "how CRM 4.0 functions in e-commerce site management."

Key points for implementing CRM 4.0: By integrating e-commerce "purchase data (quantitative)" with "why they bought it and what they want next (qualitative)," you can transform from a "managed e-commerce" that sends the same email newsletter to everyone to a "co-creation e-commerce" that fosters individual relationships.

Detailed article: Using EMOROCO CRM Lite for e-commerce site management - Designing "fan customer management" in practice for selling Shiramu merchandise

② Kumabazu Fest (Live Event) — Accumulating know-how to "transform a one-night-only experience into a lasting relationship"

The live music event "Kumabazu Fest," formerly organized by Arcus Japan, has now ended.
However, the know-how accumulated through the operation of this event with EMOROCO CRM Lite is still being passed on to subsequent events such as ONE LAMP.

"Managing participants' emotional engagement," "workflows for identifying core fans," and "designing ongoing relationships with artists"—these are insights gained from practicing CRM 4.0, where "relationships don't end even after the event."

Key points for implementing CRM 4.0: Live events may seem like a "one-time experience," but in reality, they are the "starting point for ongoing relationships." The accumulation of emotional warmth automatically designs the connection to the next event.

Detailed article: Using EMOROCO CRM Lite for live event management—applying the know-how gained at Kumabazu Fest to the next event

③ Arcury (Dokodoro+, Dokobus+) — "Background CRM for location-based services"

Arcus Japan's next-generation e-commerce platform, " Arcury, " utilizes EMOROCO CRM Lite as the background service foundation for its drone tracking service "Dokodoro+" and bus operation management service "Dokobus+."

This is a practical model of background CRM that "cultivates customer relationships behind the scenes of technology services," encompassing relationship management with corporate clients and local governments, proactive response to the risk of personnel changes, and churn prevention design that visualizes changes in usage data as emotional temperature.

Key points for implementing CRM 4.0: No matter how excellent a location system is, the quality of the relationship with the customer (local government/corporation) that uses it will determine the continuation of the service. Both front-end technology and background relationship design are necessary.

Detailed article: Background CRM for location-based services - Utilizing EMOROCO CRM Lite in Arcury (Dokodoro+, Dokobus+)

LIBERALE PASTA – Practical Application of "Designing a Regular Customer Base for Restaurants"

LIBERALE PASTA, an Italian restaurant specializing in pasta and part of the Arcus Japan Group, puts the core principle of CRM 4.0—"designing relationships with customers you want to return to"—into practice through face-to-face business across a table.

By recording customer preferences, allergies, anniversaries, and visit patterns, we can create an organizational structure that ensures regular customers are served even when staff members change. The shift from "veteran memories" to "organizational knowledge" is the real picture of CRM 4.0.

Key points for implementing CRM 4.0: A restaurant's desire to return isn't solely based on "delicious food." The experience of being remembered makes a crucial difference. This experience can be replicated by anyone through data design.

Detailed article: Using EMOROCO CRM Lite in a restaurant—Liberale Pasta's regular customer management and repeat customer design

Arcus Wellform – Practicing "Integrating 3 Businesses with the Philosophy of CRM 4.0"

Arcus Wellform, a subsidiary of Arcus Japan, manages three different businesses—real estate brokerage, e-commerce sales of Japanese wood ear mushrooms, and management of Japanese wood ear mushroom franchises—all using a single EMOROCO CRM Lite platform.

The multi-tenant design "connects while separating" the three businesses—each business has an independent design, yet managers can grasp the whole picture from a single dashboard.
We are proving the proposition that "the philosophy of CRM 4.0 remains the same regardless of the type of business" through the integrated operation of three businesses in different industries.

Key points for implementing CRM 4.0: Even in different business sectors such as real estate, e-commerce, and franchise, the core principles remain the same: "empathizing with customer emotions," "maintaining relationships even when the person in charge changes," and "systematizing proactive follow-up." The philosophy of CRM 4.0 is applicable to any industry.

Detailed article: Running 3 businesses with one CRM – Arcus Wellform's design for real estate brokerage, wood ear mushroom e-commerce, and franchise management.

ONE LAMP — Designing the emotional temperature of "live music venues x community"

ONE LAMP, the entertainment business of the Arcus Japan Group, utilizes EMOROCO CRM Lite for three activities: live music venue management, its own regular live performances "ONE LAMP Project Live," and the K-POP dance event "Poktanchum (Bomb Dance)."

"The seasonality of emotional intensity towards one's favorite group," "a core fan certification workflow," "designing a continuous relationship with an artist"—implementing CRM 4.0 in the realm of music and dance, where emotions are most strongly felt, is the best field for demonstrating "CRM that resonates with emotions."

Key points for implementing CRM 4.0: Live music venues are places where emotions are most strongly felt. That's why a design that records and nurtures those emotions is most effective. The passion of K-POP fans in their "fandom activities" can only be utilized in business design when managed by measuring their emotional temperature.

Detailed article: Using EMOROCO CRM Lite for live music venue management—ONE LAMP's event management and Pokutanchum's design

The Five Universal Principles of CRM 4.0, Proven by All Group Businesses

There are five universal principles of CRM 4.0 that emerge from cross-sectional practices across all group businesses, which differ in industry, size, and customer base.

Principle 1: The initial setting of emotional temperature leads to the first "discovery."

Shiramu—EC, LIBERALE PASTA, real estate, live music venues—the same thing happened at every location on the day we set the emotional temperature of all our customers to the initial level.
The shock was that there were more people below "cool" than expected. It wasn't that we thought there were no problems; it was just that we hadn't seen the problems.

Setting your emotional temperature is about "discovering the current situation." That discovery becomes the starting point for all improvements.

Principle 2: Designing systems that maintain relationships even when personnel change strengthens the organization.

Staff changes in restaurants, changes in personnel at live music venues, handovers in real estate brokerage, personnel changes in local governments—in every business, the biggest risk was "resetting relationships due to changes in personnel."

Narrative notes and records of emotional temperature changes transform "personal memories" into "organizational knowledge."
This is an example of putting the CRM 4.0 concept of "relationship asset inheritance" into practice.

Principle 3: Make the workflow proactive.

"We want you to come again," "We want you to buy again," "We want you to participate again"—these sentiments are incorporated into the design, rather than relying on the memory and intuition of the person in charge.

Follow-up 14 days after the initial purchase, thank-you messages 72 hours after an event, alerts two months before the season of personnel changes in local government officials—all of these stem from the same philosophy: "automatically designing proactive actions through workflows."

Principle 4: The "philosophy of CRM 4.0" remains the same even across different industries.

E-commerce, food and beverage, live events, real estate, franchises, location services—even in such diverse industries, EMOROCO CRM Lite works because "the philosophy of CRM 4.0 is industry-specific."
The core principles of "empathizing with the customer's emotions" and "co-creating rather than managing" remain the same whether we're sitting across a table, on a screen, or on a map.

Principle 5: "Refining while using" is the most effective development method.

By continuing to use EMOROCO CRM Lite across all group businesses, it becomes clear which functions are still functional in the field and which functions will no longer be used in the field.
This practical knowledge directly contributes to the evolution of our products.

"We can't sell something to our customers that we don't use ourselves"—this principle is what has made EMOROCO CRM Lite not just the "best CRM in theory," but the "most functional CRM in the field."

The difference between CRMs with a "proof of authenticity" and those without.

Among the hundreds of CRM systems in the world, very few have the structure of "continuously using the system across multiple industries within the same company group and continuously incorporating that knowledge into the product."

Salesforce is used in our company's sales organization.
However, that is a practice specific to one industry: "large-scale sales organizations."

EMOROCO CRM Lite is used simultaneously in more than six industries, including food and beverage, e-commerce, live events, real estate, franchises, and location services, and the knowledge gained from these experiences is incorporated into the product.
This is the basis for the phrase "the strongest and best CRM platform."

In summary, all of Arcus Japan's business activities are based on the practice of CRM 4.0.

If I had to describe all of Arcus Japan Group's businesses in one sentence, it would be "a living laboratory for CRM 4.0."

We practiced fan customer management at Shiramu's e-commerce site, designed loyal customer bases for restaurants at LIBERALE PASTA, managed emotional temperature in live music venues at ONE LAMP, implemented integrated multi-industry management at Arcus Wellform, and implemented it as a background process at Arcury—the knowledge we accumulated in all these fields has become the very essence of the EMOROCO CRM Lite product.

Those who best understand "what CRM 4.0 is" are ourselves, who practice CRM 4.0 every day.
Because EMOROCO CRM Lite was born from that practical experience, we can confidently offer it as a "CRM that works in the field, not just theory."

[The first step you can take starting today] Experience EMOROCO CRM Lite, which we use every day, with a 30-day free trial. The initial discovery of "what percentage of users are 'cool' or below" is the starting point for implementing CRM 4.0.

Digitalization and AI Implementation Subsidy 2026 Compatible Tool Number: DL07-0022934
Product Info:https://www.emoroco.com/

Detailed articles on each project

• Using EMOROCO CRM Lite for e-commerce site management — Designing "fan customer management" in practice for selling Shiramu merchandise
• Using EMOROCO CRM Lite for live event management — applying the know-how gained at Kumabazu Fest to the next event
• Background CRM for location-based services — Utilizing EMOROCO CRM Lite in Arcury (Dokodoro+, Dokobus+)
• Using EMOROCO CRM Lite in a restaurant — LIBERALE PASTA's regular customer management and repeat customer design
• Running three businesses with one CRM — Arcus Wellform's design for real estate brokerage, wood ear mushroom e-commerce, and franchise management.
• Using EMOROCO CRM Lite for live music venue management — Event management at the entertainment building "ONE LAMP Theater"

Related article

• Why I Continue to Build CRM — A Leading CRM Expert Discusses the Origins and Mission of Arcus Japan
• What is CRM 4.0? — A complete explanation of the evolution of customer relationship management, from "management to co-creation."
• What happened to a company that continuously used Emotional Temperature for a year? — The compounding effect of CRM 4.0