Hello, this is Matsubara, CRM Evangelist.

This time, I'll change things up a bit and talk about my own journey as a CRM consultant so far, and the background behind why Arcus Japan continues to focus on CRM.

Back when I was at Microsoft, the term CRM was still relatively new.

I previously worked at Microsoft Japan, where I was involved in launching the Dynamics CRM business.
At the time, the concept of CRM, which Accenture created in the late 1990s, was still new to many companies.
When people hear the term "customer management," they often have the impression that it's an extension of SFA (Sales Force Automation) or business card management software.

My involvement in this project focused on the idea of ​​utilizing CRM not merely as a customer database, but as a business platform.
At the time, we proposed the idea of ​​applying CRM systems to various business operations, not just sales, as "CRM 2.0 (xRM)."
This was an attempt to expand the possibilities of the CRM system beyond the scope of customer management.

Became an independent CRM consultant and advocated CRM 3.0.

After leaving Microsoft, I became an independent CRM consultant and have been involved in the implementation, requirements definition, and operational improvement of CRM systems for numerous companies.
As a consultant, I've delved into the diverse business processes and system environments of each company, addressing how to design CRM systems that truly take root in the workplace, on a case-by-case basis.

What became clear through this process was the limitation that even with the implementation of a CRM system, it is not possible to capture the deeper psychology and emotions of customers.
Based on this awareness of the problem, we proposed the concept of "CRM 3.0 (Personalized CRM)" in 2016.
With the advancement of business intelligence and AI, it's now possible to incorporate tacit customer knowledge—unspoken emotions and reactions—into CRM, something that was previously impossible to handle. Every aspect of my practical experience as a consultant in the field became the foundation that later led to CRM 4.0.

Arcus Japan

We launched our business in 2012 and spun off as Arcus Japan Co., Ltd. in 2020.
Our company mission, "To enhance Japan's value in the world and realize a world where smiles spread through CRM," embodies our desire to go beyond simply using CRM technology as a tool for operational efficiency, and instead empower Japanese companies to leverage their relationships with customers as a weapon on the global stage.

Arcus Japan not only provides CRM implementation support and consulting, but also handles businesses outside of CRM, such as industrial drone schools, development and sales of edge computing-equipped drones, and educational programs.
It may seem like a disparate effort at first glance, but the underlying principle is the same: "building and nurturing relationships."

And then, to CRM4.0

Having worked as a CRM consultant for over 20 years, involved in the implementation of CRM systems for companies of various sizes and in various industries, I have come to one conclusion.
The concept of CRM has two distinct evolutionary paths: one as a business strategy originating from relationship marketing (RM), and another as software that has progressed from CRM 1.0 to CRM 4.0.
And I've come to believe that the ultimate form in which these two lineages return to their original state and merge into one is CRM 4.0 (Creative CRM).

The concept of CRM 4.0 was finalized at the end of 2025 and released in 2026.
From "customer management" to "relationship assetization," from one-way personalization to co-creative relationships with customers (one with one).
—EMOROCO CRM Lite is the product that embodies this concept and makes it actually usable.

Turning theory into reality through hands-on practice.

Beyond simply advocating the theory of CRM 4.0, I have focused on implementing it as actual software, based on my experience as a consultant observing the field, and making it accessible to many companies at an affordable price.
The patent application, based on a two-axis matrix of emotional temperature and nurturing score, and the logic of relationship assetization, is a practical application of the theory born from more than 20 years of field experience, ensuring it doesn't remain just a pipe dream.

Going forward, we will continue to share the CRM 4.0 concept with more companies through our blog and Note, as well as by improving the EMOROCO CRM Lite product itself.

EMOROCO CRM Lite costs ¥1,500 per user per month (minimum 3 users) and has no initial setup fee, with a 30-day free trial.https://www.emoroco.com/You can start from there.
IT implementation subsidy eligible tool number: DL07-0022934.

We also offer a monthly newsletter, "ARCUS NEWS," which provides updates on EMOROCO CRM Lite and other useful information for CRM operations.
If you likeCLICK HEREPlease register here.

Additionally, we publish useful articles about CRM 4.0 on note ( https://note.com/arcuss_crm ), so please check them out as well.

Related article

• CRM Patent Application Explanation
• A "two-axis matrix" of nurturing score and emotional temperature
• CRM Selection Criteria in the AI ​​Era [Updated Version]