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Joint Letter from Chairman & President of CRM Association Japan
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■Joint Letter from Chairman & President of CRM Association Japan

【3:How to cope with unforeseeable , ever speeding up in knowledge value based upon society ?】

IT system today is not at the bases of knowledge based upon infrastructure at all yet.
As an infrastructure need SOA in the domain and need to progress for upper maturity status with Kaizen process built in. It is very natural to assume, CEM (Customer Experience) and VOC (Voice of Customer) movement approach, for example, by Matsushita co. are a good example of Customer Centric Relationship Management.

I believe this is a prelude to new continent of IT infrastructure, i.e., Knowledge based on IT Infrastructure working with Line Operation (Genba) where customer meets. Interpreting Customer’s will, pains points, wishes, trade off, tempo, satisfaction, Feeling of the day, week, month, how to capture it even without having him any bother or sensitivity of stress, is not developed as you have done for counting inventory and locating them for tangible asset.

Counting and locating does not have the value of intangible asset. You need totally different imagination and innovation of your process. How to monitor the sharing action of information and action made after that information value is the key.

First phase of Customer Centric Relationship Management comes under single Enterprise leadership. These needs are not only in the case of intra or inter enterprises architecture or transactions but also the matter of knowledge based on global society including international, central, local government and non government NPO activities.

So, the second CCRM stage will be on extra-Enterprise architecture environment, like B2B and the 3rd CCRM stage will be in Society Enterprise Architecture level. How to bridge the gap of “Haves and Not to Haves” with economic value, culture and natural environmental value. So now we need to prepare, country, industry, and of course enterprises, and most importantly, individuals to adapt and challenge entering into the time of Global Open Social System era. One of the most important issues of economical prospect is hebetation of economic growth due to severe decrement of birth rate problem in Japan.

【4:How to implement Customer Centric Relationship Management ?】

IT has been closed up as a candidate to revitalize economy growth. In fact, Abe cabinet has proposed the principal that maintains 2~3% economical growth rate by the development of society based on the full utilization of IT.

However, In the 20th century, especially between 1965-85, Japanese industry was very aggressive to use IT for enterprises including Transportation, Airline, Finance, Steel Industry, Manufacturing with embedded systems and robotics, from 1985- to 2000, telecommunication led the use of IT, but real IT investments were not so much optimized in Distribution industry, especially in SME and government.

Broadband and Mobile cell phone business has been the leader of Japanese IT use, and tend to be accepted and promoted in favor of productivity of enterprises to increase in technical, manufacturing, logistic view points and neither much appreciated nor promoted its influence on use in social productivity, comfort including human interactions between seller and buyer, government and citizen relationship and in humanistic movement.

We acknowledge that our mission is to overcome the issue by confirming the immovable philosophy of “Customer comes first” rather than “Technology comes first”.

The issue has been successfully proven again by 14 companies, honorees of “CRM Best Practice Award 2006”, which was in 2005, 16 projects 15 companies, and was 13 companies in 2004. We select from the view points of how they used IT better as a second priority but we of course select best practice cases eventually related to enhancing satisfaction of customer, consumer, citizen, and society.

Unlike the technology oriented IT, all validation of each contact point such cases as :

  1. DB Phase ( Marketing DB screening, led generation by segment nodes, segmentation process, data updating process, prospecting led by same name same person )
  2. CONTACT Phase ( Segmentation, event push, returned answer feed back process, Integrating customer session among contacts of call center, fax, telephone ,e-mail, mail, ),
  3. INTERACTION Phase ( customer call, customer demo, account planning, satisfaction report, claim interfaces, top proposal , Ringi process, contract engagement )
  4. CLOSE Phase ( Requirement confirmation process, Contract sign, billing, payment contact process)
  5. Follow up phase( customer implementation, end user satisfaction, IT satisfaction, Top management satisfaction, future requirement )

These structured customer experiences have to be inputted to carried on product and service preparations, Company Business Process Kaizen programs, and then to be organized to come out with cyclic every quarter reviews, and are to be in cyclical operation, controlled by chief Customer officer.

【5:Congratulation to all Best Practice Awarded organization and Enterprises, listed bellow 】

It can be inferred that humanism of people regarding to CRM would be one of the most important factors. This fact encourages them to have one’s spiritual vocation and thrive. Since they seem extremely high level and contain expandability, awarded cases will be highly developed in the future.

(Junkyo Fujieda & Kouji Ohboshi? Joint position statement, 2007)

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