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How to use GIS maps and route optimization — A 30-second operation to decide who to visit today from a map.

Hello, this is Matsubara, CRM Evangelist.

"Every morning, I decide the order of my visits for the day based on my notebook and experience."

"As our customer base grows, it's becoming difficult to know who to prioritize."

"We know we should prioritize customers with a cooler emotional temperature, but we can't keep track of where they are."

This is a phrase I hear repeatedly from door-to-door salespeople and route salespeople.

With EMOROCO CRM Lite's GIS map and route optimization features, you can decide "who to visit today and in what order" in just 30 seconds.

What is a GIS map? — The meaning of "seeing customers on a map"

EMOROCO CRM Lite's "Client Company Map Display" shows the addresses of registered customers as pins on a map.

Seven customer companies located within Osaka City are shown as pins on the map.

What fundamentally sets this GIS map apart from other mapping services is that the pin colors are linked to emotional temperature.

🔴 Red pin: Hot — Close relationship, proactive towards the next step
🟠 Orange pin: Warm — A stable relationship continues.
🔵 Blue pin: Cool — senses distance, needs follow-up.
🩵 Light blue pin: Cold — almost no contact

The moment you look at the map, you can see at a glance "where in today's area are customers with whom your relationship has cooled." This is why "GIS maps will change your field sales approach."

Route optimization – just press the "Auto Optimize" button.

At the top of the GIS map screen, there is an " Auto Optimization " button.

Pressing this button will automatically optimize the visit route to your selected customer group.

Looking at the screen:

  • Each pin is marked with a number (①②③④⑤) --Today's Visit Order
  • The blue line on the map indicates the route.
  • The top item in the left-hand list (①) has an orange ▶ button, which is the starting point for navigation.
  • In the upper right corner, it says "✓0 🚗0 🔵5 / 5 items," indicating that you have 5 scheduled visits.
Operation flow of the route display screen:

STEP 1: Open the map display of the client company.
STEP 2: Select the area or customers you want to visit.
STEP 3: Click the "Auto Optimization" button.
STEP 4: Check the optimized route and visit order.
STEP 5: Start navigation from customer ①

This entire operation will be completed in under 30 seconds .

Visit priority determined by "emotional temperature x GIS"

When deciding the order of visits, optimizing only travel efficiency can lead to "putting off customers with whom you have a strained relationship."

EMOROCO CRM Lite's GIS maps can be designed to simultaneously consider "emotional temperature" as the basis for prioritization and "maximizing travel efficiency" through route optimization.

[Practical Application Examples]

Today's area: Southern Osaka City
Registered customers: 7 companies

Check on the GIS map:
　🔵 Blue pin (cool): Minamihorie Medical Clinic
　🔵 Blue pin (cool): Namba Food Service Co., Ltd.
　🟠 Orange pin (warm): Honmachi Support Co., Ltd.
　🔴 Red pin (hot): Umeda Office Management Co., Ltd.

Judgment:
　I prioritized visiting the two companies in the Cool category in the morning.
　→ Route optimization for efficient navigation
　Hot Umeda spent the afternoon on business negotiations.

The daily decision of "who to visit first" becomes a judgment based on data called "emotional temperature."

Usage scenarios by industry

Real estate broker

Usage scenarios:
- Pin the address of the person who wants to view the property.
Customers who have "cooled down" (whose consideration has cooled)
　Check which areas are concentrated in.
- Area managers determine the order of visits through route optimization.

Home care and home nursing

Usage scenarios:
- Display the user's address on the map.
- Optimize the area assignment of caregivers and nurses.
- Automatically set the daily visit order using route optimization.
- Reduce travel time and increase care time

Insurance agency

Usage scenarios:
- Check customer address x emotional temperature on a map
Prioritize visiting customers whose renewal date is approaching and who are currently using the "Cool" service.
・Manage new prospects and existing customers on the same map

Sales representatives for the manufacturing industry

Usage scenarios:
• Displaying client companies by area on a map.
Optimizing monthly visit routes
- Proactive visits to clients whose emotional temperature has dropped.

Construction company/renovation (follow-up with past customers)

Usage scenarios:
- Display the addresses of completed customer sites on a map.
- Prioritize visits based on the number of years since completion multiplied by emotional temperature.
- Design area-specific assignments using maps.

Tips for using GIS maps: "Update your emotional temperature before viewing the map."

The value of a GIS map is maximized when "emotional temperature is set accurately."

Before looking at a map, make the following a habit:

[Prerequisites for using GIS maps]

① Update the emotional temperature on the same day after contact with the customer.
　→ If you leave it as "I'll input it later," the map colors won't reflect reality.

② Check and update the emotional state of all assigned clients at least once a week.
　→ Get a sense of the overall temperature in the area in 5 minutes on Monday morning

③ Check the map to see if the number of blue pins has increased.
　→ Proactive response to areas where the number of cool or below-cool temperatures is increasing.

The accuracy of emotional temperature input directly impacts the reliability of the GIS map.
To create a situation where "you can understand it by looking at the map," updating the map after each contact is essential.

Summary: From "Experience and Intuition" to "Data and Maps"

For many years, the decision of "where to go today" in door-to-door sales has relied on "experience and intuition."

EMOROCO CRM Lite's GIS maps and route optimization transform this decision-making into "data-driven judgment based on emotional temperature."
Open the map and decide on your priorities for the day in 30 seconds.
This experience will simultaneously improve the productivity of field sales and the quality of customer relationships.

First, import your customer data as a CSV file, register addresses, and open the map. From the moment you see your customers on a map, your field sales approach will begin to change.

Click here for 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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Person who wrote this article
Shinsuke Matsubara

Arcus Japan Representative Director / CRM Consultant
Click here for detailed profile
He has worked as a system engineer, architect, and consultant at Accenture and other companies, an evangelist at Infragistics (Microsoft MVP for Dynamics CRM (now Microsoft MVP for Business Solutions)), and a solutions specialist at Microsoft (in charge of Dynamics CRM products).He currently leads a service team specializing in CRM, supporting CRM implementation and business launches for companies of all sizes.At the same time, he works as a CRM evangelist, spreading the idea of "true" CRM through events and article contributions.
Having learned CRM at Accenture, and having advocated and globally popularized CRM 2.0 (platform-based CRM) at Microsoft, he is a legitimate successor to CRM and the longest-serving active CRM expert (CRM consultant/CRM doctor), having received an award at Worldwide.
Since then, as a leading expert in CRM who advocates CRM 3.0 (Personalized CRM) and CRM 4.0 (Creative CRM), he has been interviewed and received numerous awards both domestically and internationally from publications such as The Wall Street Journal, Newsweek, TIME, WORLDCOM, Mainichi Shimbun (Weekly Economist), and Nippon Cultural Broadcasting. He has also been selected as a representative company of the Kansai business community by "Keizaikai" for four consecutive years.
book:Versatylist - How to become a "1 in 1" talent by age 35

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