What to do before using CRM

The need for a common language

For example, the more mundane the language, such as [Cleanliness] and [Tidiness] in store operations, the more managers need to give precise instructions and staff need to understand them accurately.


Example;[Cleanliness]…Discard unnecessary things.[Tidiness]…Make sure you have everything you need readily available.

In other words, it is necessary to [redefine] the word [Customer] as the common language of the organization. If this kind of [advance preparation and design] is insufficient, no matter how good the system is, it will fall into a spiral of inoperability > non-use > wasted cost.

Definition of "Customer"

Depending on the organization, there are various stages of [Customers]. (Reference: Lifecycle Stage)

  • People or Organizations who have a contract or financial transaction.

  • There are no money transactions, but you exchange information frequently and there is a possibility that money transactions will occur in the future.

  • People or Organizations in a business meeting

  • People or Organizations that you're attempting to make contact for business negotiations.

  • People or Organizations who have made an inquiry. ...etc


In some cases, it is interpreted more broadly to include the following;

  • Employees and their families

  • Shareholders and executives

  • Business partners (those to whom we pay money).... etc.


Regardless of the range of [Customers] you define, they are your organization's [Key Assets], and you must think about the handling of [Personal Data] in common.

Personal Data held by the organization

More than half of all personal data leakage incidents are caused by human error such as procedural errors. Regardless of whether an organization has established a personal information protection management system or not, it is necessary to understand at least the following situations


  1. [Classification/Industry] or [Category] of personal data

  2. [Inflow Source] of personal data

  3. [Medium] of personal data (data or paper)

  4. [Storage Location] of personal data

Understand and identify the personal data held by the franchising department

Organizations come in all sizes, so the franchising department may not necessarily have access to the entire organization. Let's try to identify the [Personal Data] that your team (in this case, the franchising department) holds.

Example of a direct store team

  • Brand BuildingEx: Personal Data of External consultant

  • MarketingEx: Business partner

  • Property DevelopmentEx: Property owner/Developer

  • MerchandisingEx: Business partner

  • BuyerEx: Business partner

  • Operation(Ex: Customer

  • Store Management(Ex: Employee

Example of a franchising team

  • Marketing(Ex: Business partner/Lead

  • Inside Sales(Ex: Lead/MQL

  • Field Sales(Ex: MQL/SQL/Franchisee

  • Property DevelopmentEx: Property owner/Developer

  • Training(Ex: Franchisee/Employee

  • Supervising(Ex: Franchisee/Employee

  • Legal(Ex: Lawyer/Business partner

Once you have identified the [Personal Data] you hold, proceed to the next step.