Hello everyone!
Arcus Japan has been extremely busy recently, handling inquiries and orders for our products, and we will also be holding a seminar in collaboration with Infoteria next Friday, the 10th.
The title is exactly,"Mistakes in CRM Management! CRM Strategies and Construction Methods for Improving Business Performance".
There are a lot of misconceptions about CRM in the IT industry, so this seminar aims to reaffirm what is correct from a consultant's perspective.

CRM operation full of mistakes! CRM strategy and construction method for improving business performance
~ Surviving the Age of Exploration for Individual Customers through Essential Customer Management
https://event.infoteria.com/jp/event/e170310/
<Only a few seats left!>

This seminar is based on the white paper "Mistakes in CRM Operations" (link below) that was released recently, but I'd like to give you a brief introduction to the content.

White Paper: CRM Mistakes
https://www.infoteria.com/jp/contact/warp/wp_warp_crm/

I've been involved with CRM for over 10 years, and the question I'm most often asked is, "What is CRM?" The overwhelming majority of responses are, "Isn't it a sales force automation (SFA) tool?" or "Isn't it a system for managing daily reports?" Even when searching for CRM online, you'll find results written as "CRM/SFA"...

I want to say it out loud,CRM is not the same as SFA!As shown in the diagram below, SFA is merely a subsystem of CRM.
CRM is a solution that handles management strategies (overall optimization), so its goals are different from systems such as SFA and MA, which correspond to one business (partial optimization) of each organization.

Figure CRM model
-CRM - The Customer is There (by Toru Murayama/Koji Mitani + Accenture)Excerpt from -

The cause of this misunderstanding dates back to the late 90s, when CRM first emerged in the consulting world. At the time, IT was only a technology that could be used for a small part of management. As a result, there was no solution technology that covered CRM in its truest sense, so it was subdivided into customer management systems, SFA, CTI, and MA (eCRM at the time), and the rest was operated manually. ("First Generation CRM (Best Practice CRM: Partial Optimization)"However, as IT evolved over time, its use expanded from mission-critical areas to the utilization of huge amounts of data such as big data. In 2006, a solution technology (Dynamics CRM 3.0) that covered CRM in its truest sense appeared. As a result, I advocated "xRM (Platform CRM)" and even SFDC followed suit, calling it "PaaS." This marked the beginning of a new era in CRM from the "first generation (best practice CRM: partial optimization)" to the "first generation (best practice CRM: partial optimization).""2nd Generation CRM (Platform CRM: Overall Optimization)"has undergone a major transformation.

However, platform-based CRM was still only at a level where it was possible to manage the business process layer (layer 2) in the CRM model shown above in an integrated manner.
The top layer is the business strategy itself, so it is not an area that the system covers, but it is still in a developing state and is not yet able to cover the knowledge layer, "customer insights."

This is where artificial intelligence technology comes in.
In order to capture "customer insights," it is necessary to"Explicit Knowledge: Customer Experience (CX)"In addition, it accounts for more than 8% of communication."Tacit Knowledge: Implicit Customer Experience (ICX)"It was necessary to incorporate even these technologies, and to do so, CRM needed to incorporate artificial intelligence technology (facial recognition, voice recognition, emotion analysis, personality analysis, etc.).

To achieve this, Arcus Japan believes it is necessary to add something extra to its second-generation CRM product, Dynamics CRM (now Dynamics 2).Third-generation CRM (personalized CRM: overall optimization)As a result, we developed "EMOROCO for Dynamics 365," which combines CRM with artificial intelligence.

Third-generation CRM (personalized CRM) can be said to be the final form of CRM that incorporates the highest levels of the CRM model, but achieving it requires the successful application of second-generation CRM (platform CRM), which also positions itself as a holistic optimization, so it cannot be achieved in one leap. Of course, first-generation CRM's SFA and MA are only partially optimized subsystems, so simply introducing them will not lead to true CRM. This is because, unless the output of the upper layer, "customer insight," becomes the input for the lower layer subsystems, the company will simply become a disjointed group without a purpose, and the company as a whole will not achieve results.

In the first place, the top layer starts with the "business strategy (customer strategy)," so if this is not done correctly, all the lower layers will fail. Therefore, it is necessary to determine whether this is done correctly, and if not, to start with reforming the business strategy, and also to reform business processes and the organization (business reform, change management, etc.).
This is why CRM is positioned as "offensive IT" and is said to be a solution that cannot be handled by so-called "system integrators (SIers)," so companies wanting to introduce CRM need to be careful.

The seminar will not only cover CRM implementation but also provide important information on how to operate a CRM system, so we look forward to seeing many of you there! (#^.^#)