Hello everyone.

Over the next few articles, we will explore the knowledge-creating society and introduce on-site efforts to put CRM into practice.

What is a knowledge-creating society?

Knowledge creation is a business model that utilizes acquired knowledge and turns it into profit, and is an expression that symbolizes the digital age.

What is CRM?

CRM stands for Customer Relationship Management, and is generally referred to as a company's management strategy (customers and sales). The IT system that supports the implementation of this strategy is called a CRM system.

The main character is "people"

According to "Accenture Technology Vision 2016" by Accenture, the world's largest management consulting firm, the key to becoming a leader in the digital age is "people as the main players . "

How should people contribute to the digital age?

Here, we will consider how people can contribute in the digital age from the perspective of CRM and the workplace.
When we talk about "people" in CRM, the subject changes depending on how you perceive it.

For example,

Those in charge of implementing the strategy: managers, sales staff, technical staff, and staff
Customer position: customers, distributors, end users

These are the main reasons:

The key is to clarify who your customer's customers are.
Information about your customers' customers can be a management resource for companies that survive in a knowledge-creating society, so it is ideal to be conscious of quantity and quality rather than just any information.

One way that those in a position to implement strategy can contribute is through marketing activities that collect an overwhelming amount of high-quality information . To make the changes of the coming era beneficial, marketing activities that utilize an overwhelming amount of high-quality information will undoubtedly be essential.

Summary

The use of IT is recommended to efficiently collect information and provide it to the organization.

A CRM system can be considered an effective framework for collecting and providing information to an organization in a fixed format and level of detail .

Recently, I have personally come to think that companies should reward sales representatives by paying incentives based on the level of their contribution to the organization in gathering information.

Arcus Japan advocates personalized CRM (customer relationship management) and will conduct various proof-of-concept experiments that treat customers as "individual customers."

In our next post, we'll cover an overview of your customers' customer information and nurturing. Stay tuned!