Hello, this is Matsubara, CRM Evangelist.

"We have set emotional temperature levels, but I'm worried that they might be entered incorrectly based on the person in charge's assumptions."

"We don't know if the customers are genuinely interested, or if the person in charge is evaluating it based on wishful thinking."

This is a phrase I hear repeatedly from managers who operate CRM systems.

Emotional temperature is a powerful indicator.
However, because it is "subjective data," there is room for the optimistic bias of the person in charge to creep in.
If data is entered with the assumption that "this customer must be a hot target," the CRM data will no longer reflect reality.

EMOROCO CRM Lite solves this problem by designing a system that simultaneously visualizes objective data (nurturing score) and subjective data (emotional temperature) on two axes .

This article explains the "two-axis matrix" mechanism of EMOROCO CRM Lite and how it will change customer relationship management.

The limitations of a "subjective-based CRM"

Traditional CRM customer evaluations can be broadly divided into two patterns.

Pattern 1: Numerical scores only (objective but lacking context) This automatically scores website visits, email open rates, form submissions, etc. It is objective, but it does not reveal the emotional context of "how this customer is feeling at this moment."

Pattern ②: Subjective evaluation by the person in charge only (context exists, but verification is not possible) The person in charge's judgment that "this customer is hot" is valuable information, but there is no way to verify it. No one will notice if assumptions or excessive optimism are involved.

EMOROCO CRM Lite is designed to have both of these features simultaneously.

2-axis matrix structure

EMOROCO CRM Lite's customer ratings consist of two independent metrics.

Axis 1: Nurturing score (objective data)

This score is automatically calculated based on customer behavior data , such as the number of times a customer visits the customer portal, the time spent on the portal, and the contact rate in the CRM .

Axis ②: Emotional Temperature (Subjective Data)

This is the level of relationship the person in charge enters after contacting the customer.

What can we see when we superimpose two axes?

By looking at these two metrics simultaneously, we can uncover aspects of our customers that would not be apparent if viewed individually.

Meaning and correspondence design for each of the four quadrants

Quadrant 1: High score × Hot/Warm emotional temperature (genuine promising customers)

This describes a situation where objective data and subjective evaluations are in agreement.
The representative's intuition that "this customer is genuinely interested" is supported by behavioral data such as portal access and contact rates.

Response policy:
Moving on to the next proactive step.
This is the best time to request referrals, close deals, and propose higher-tier plans.

Quadrant 2: Low score × Emotional temperature: Hot/Warm (Beware of the person in charge's assumptions)

The person in charge feels that it's a "hot" product, but they don't have actual customer behavior data to back it up.

This is the quadrant where the two-axis matrix is ​​most effective.

Response policy:
We will interview the person in charge to find out the basis for their assessment of emotional temperature.
Identify "why it's considered hot" and adjust the emotional temperature if necessary.
This creates an environment where managers can naturally ask questions.

Quadrant 3: High score × Cool/Cold emotional temperature (Hidden interest customers)

These are "hidden customers of interest" whose data is active but whose presence the person in charge is unaware of.

Response policy:
Now is the perfect opportunity to take the initiative and follow up.
This allows you to approach customers who are actually interested but haven't been approached yet, at the right time.

Quadrant ④: Low score × Cool/cold emotional temperature (truly distant)

A state where both objective and subjective evaluations are low. These are complete potential customers at risk of being lost or dormant customers.

Response policy:
Either design a follow-up strategy (starting with seasonal changes, new product announcements, birthday notifications, etc.) or decide to concentrate resources on other areas.

A design that "immediately detects lies"—a side effect that changes CRM input habits

In addition to its primary purpose of visualizing customer relationships, the two-axis matrix has the important secondary effect of changing the CRM input habits of the person in charge .

If you input an emotional temperature in a casual or optimistic way, the inconsistency with the nurturing score will immediately appear on the screen.

Up until now, CRM systems only offered the option of asking users to "please enter the information."
EMOROCO CRM Lite's two-axis design creates a structure where "data is validated immediately after input."

The reason why staff members accurately and promptly input emotional temperature data is not because "the manager is watching," but because "inconsistencies will require explanations."
This design fosters intrinsic input habits rather than external pressure.

The key difference from traditional CRM

Actual operation – Managers check it for 5 minutes every morning.

The actual implementation of a two-axis matrix is ​​not complex analysis. All you need to do is look at the dashboard for 5 minutes each morning.

This five-minute review transforms the vague "things are looking good" report from the weekly progress meeting into a concrete judgment such as "3 cases with high scores and hot indicators, and 2 cases requiring follow-up."

In summary, "having both subjective and objective perspectives" is what determines the quality of customer management.

Emotional temperature alone is not enough to verify the "person in charge's preconceptions."
Nurturing scores alone do not reveal the "emotional context of the customer."

By superimposing these two axes, we can finally see the true nature of our relationship with this customer in a three-dimensional way.

Based on over 20 years of experience implementing CRM systems, I am convinced of one thing.
The most difficult aspect of CRM is not "implementing features," but "maintaining data reliability."
The two-axis matrix is ​​EMOROCO CRM Lite's answer to this challenge.

Click here for a 30-day free trial of EMOROCO CRM Lite.
Digitalization and AI Implementation Subsidy 2026 Compatible Tool Number: DL07-0022934
Product Info:https://www.emoroco.com/

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• Reasons why other CRMs "miss the mark"—differences not found in feature comparison charts, discovered through 20 years of field experience
• What happened to a company that continuously used Emotional Temperature for a year? — The compounding effect of CRM 4.0
• Turning the Six Key Factors of CRM 4.0 into Practice: A Summary of EMOROCO CRM Lite Implementations for Each Key Factor