CRM glossary

CRM 4.0 is the ultimate form of CRM, working at the deeper levels of customer awareness, emotions, and values ​​(ICX: Implicit Customer Experience), aligning with customers' emotions, values, and sense of purpose, and building a relationship where companies and customers continuously grow as "co-creation partners."
At Arcus, we define this concept as "Creative CRM."
This is a "co-creation type CRM" that unleashes customer creativity and realizes a "One with One" approach to weaving stories and experiences together.

CRM 4.0 is comprised of six key factors: Emotional Intelligence, Well-being-Linked CX, Self-Evolving CRM, Web 3.0/Metaverse Compatibility, Purpose-Driven Approach, and Holistic Analysis.

A CRM diagnostician (CRM doctor) is a professional who not only analyzes customer data but also diagnoses and designs relationships with customers from emotional, behavioral, and psychological perspectives.
We interpret customers' "emotional journeys" and "brand relationship stories" to "prescribe" CRM strategies to improve LTV and optimize experience design.
At Arcus Japan, we view CRM as "medical care based on emotions and human understanding," and we support companies in improving their CRM literacy and emotional intelligence through the training of diagnosticians.

Corporate psychology is a psychological approach that focuses on the emotions, values, and relationships between individuals and organizations and applies it to marketing, branding, and management.
We view organizations and customers as entities with psychological structures, and visualize and redesign elements within relationships such as emotions, the unconscious, resistance, and empathy.
Arcus Japan provides experience-based CRM support, such as "relationship narrative design" and "empathetic brand personality design," based on corporate psychology.

This is a personalization strategy for customer service using a customer management system. It is based on the concept of "CRM2.0 (platform CRM: xRM)" and the latest marketing theory, "Marketing 4.0 (self-actualization)." It uses CRM and AI (artificial intelligence) to perform personalization based on "implicit customer experience (ICX: based on implicit but clear customer experience)," which differs from traditional personalization, and is a customer-value-driven CRM that achieves strategic utilization of "aggressive IT" and improves intellectual productivity through overall company optimization that has achieved customer visualization (individualization).

Marketing 4.0 is a concept proposed by Professor Philip Kotler that describes "methods that appeal to customers' desire for self-actualization." To realize Marketing 4.0, which satisfies customers' desire for self-actualization, a CRM system that can manage all customer relationships is essential. This article introduces what kind of CRM is suitable for Marketing 4.0, along with some Marketing 4.0 examples.

Omni-channel is a method and strategy for connecting with customers through various channels. It is characterized by the ability to provide consistent service to customers regardless of the channel, and CRM is extremely suitable for this strategy. We have summarized the reasons why, so please take a look.

Personalization is a method of providing optimal services to individual customers based on various information about them (purchase history, behavioral history, etc.). In order for companies to achieve personalization, it is important to collect and analyze customer information coming in from various sources, and this is where CRM can help. Check out why.

Relationship marketing is a type of marketing that aims to maximize corporate profits by maintaining good relationships and transactions with customers over the long term. CRM, a customer relationship management system, is an important mechanism for realizing this relationship marketing.

The customer journey is the process a customer goes through before purchasing your company's product. A customer journey map visualizes this process. This article summarizes the importance of customer journey analysis and why CRM is effective in creating customer journey maps.

AI (artificial intelligence) is an attempt and technology to enable computers to perform intellectual tasks equivalent to those of the human brain, such as learning, recognition, inference, and judgment. This article provides a detailed explanation of the effects and services that can be achieved by combining CRM and AI.

CRM 2.0 is a strategy that uses Microsoft Dynamics CRM as a platform (development infrastructure) to develop and sell new business applications led by partners that can be used for more than just customer management. Here we provide a detailed explanation of CRM 2.0 and summarize the differences between it and traditional CRM.

4C is a term that replaces each element of the traditional marketing concept of 4P with items that emphasize the customer's perspective. It is a four-letter acronym that stands for Consumer Value (value of the product or service to the customer), Cost (money the customer spends on the product or service), Convention (convenience for the customer), and Communication (communication with the customer).

Let's deepen our understanding of the 4Cs, which are the CRM market-in strategy, by comparing them with the 4Ps.

It's a marketing method that focuses on "optimized communication tailored to each individual," rather than "delivering the same information to a large, unspecified audience."

This refers to a marketing approach that communicates not by "directing itself towards the customer," but by "existing with the customer."

This is a human-centered society that achieves both economic development and the resolution of social issues through a system that highly integrates cyberspace (virtual space) and physical space (real space), as proposed in the Cabinet Office's 5th Science and Technology Basic Plan.

One of the key factors of CRM 4.0.
It's about AI understanding, empathizing with, and responding to emotions, culture, and values.

One of the key factors of CRM 4.0.
It's about not only the customer's experience, but also their sense of well-being.
It's not just about the customer's experience of buying or using something; what's important is whether the entire relationship with the company contributes to the customer's overall well-being.

One of the key factors of CRM 4.0.
This refers to a CRM implementation model that uses data obtained from daily activities to retrain itself, improving the accuracy of its calculations and optimizing them for the company's specific needs the more it is used.
It consists of three engines: "retraining," "feedback loop," and "ICX data accumulation."

One of the key factors of CRM 4.0.
"Holistic" means "holistic" or "holistic," and it is a philosophical approach that does not try to understand the whole by building up the parts, but rather "understands human beings as a whole, as an integrated being."
The "customer as a whole" that holistic analysis seeks to understand consists of five dimensions: "physical dimension (health and physical strength)", "mental dimension (emotions, stress, and mindset)", "social dimension (relationships, position, and community)", "ideological and value-based dimension (beliefs, philosophy, and ethics)", and "temporal dimension (life stage and future plans)".

It's a record of the context, emotions, values, and history of a relationship, exploring questions like, "Why is this customer behaving this way now?" and "What is the context upon which this relationship with this customer is built?"
Relational information has four sources: direct dialogue, observation, relational shifts, and contextual accumulation.

This refers to non-verbal emotions, values, motivations, and cultural background (tacit knowledge) that customers do not consciously articulate but which are at the core of their experience.

This refers to experiences (explicit knowledge) that customers consciously recognize and can express through words or actions.

One of the key factors of CRM 4.0.
"Purpose" is translated into Japanese as "social reason for existence, ideals, aspirations, or noble cause." This management style places this reason for existence at the core of management, driving all business activities from it.
Purpose is the "compass for an era of change" in the VUCA (volatility, uncertainty, complexity, and ambiguity) era.