2020 Annual Report

Regis Inc. & The Open Group & CRM Association Japan
Chapter I . ReGIS Inc. activities For The Open Group:
Preface; I have been doing this Annual report work nonstop to today since 1965 rightafter I had responsibility in Airline business in IBM. I needed to report to IBM Airline
director in English. I am happy that I am still contributing for my customers and myfellow friends.
Subject; Model Change from “Face2Face” to “DX-Remote Virtual Learning &Meeting” ---As New Normal for default operation if in any emergency cases should
happen.
Figure #1; ReGIS Transformation for The Open Group

Please refer upper Figure: #1.
1

We invested in 2 ways, one is the course way contents revalidation all several
thousand pages to adapt with new version up and adaptivity to Virtualization of
education via Remote education accesses from homes with security concerns. We also
strengthen the new broad casting techniques and yet adapting flexibility avoiding
security issues including hands on of teaching and support staffs using COVID-19
stormed 5 months (April, May. June and July, Aug).to do the following:(1)

our staff time and my time to re-architect our training materials 0f TOGAF,
Business Architecture, ArchiMate 3.1, O-DA 2.0 are for The Open Group?
ReGIS Inc., 65% of its’ work, has been and will be related for The Open Groupcertification of The Open Standards such as TOGAF, ArchiMate, BusinessArchitecture, O-DA and others. New requirements are the changes to be usedfor virtual Class from home or satellite offices.

(2)

To do that, ReGIS was lucky because for CRM country operation, we had beenusing WebEx since 2007 for linking local CRM member people to attend Tokyo
CRM Forum from local cities. But now with CORONA, we decided to go remote
way using WebEx, as possible as we could. We studied WebEx new version not
only CRM but all ReGIS Inc. Operation, even including my advisory work for
Kyoto university, and The Open Group Certification Class room.

(3)

All IT companies, all Japanese large company requested us to have theiremployees to learn from their home or from remote offices for any education
days. Thus,
we needed to change the Contents to be able to use much productive andeffective way for students, we lecturing person have to add cozy trick here andthere. We have to create a series of new idea, trials and small but creativechanges over several thousand pages of lecture books.

So please review Chart # 1 bellow: How we did it in ReGIS Inc. in 2Q plus 2months, when no courses were recommended to open in accordance to thegovernment strong guidance, This Info graphic is limited to TOGAF Only
statistic worked for The Open Group in Japan.
So, we need to study new release of WebEx and learn use ware to scale up and highcapability to manage security management.
(4)2

We asked NTT group, my long-term partner since my IBM time to now, to help guide
us because NTT is concentrating WebEx use as NTT HQ’s direction from her
fundamental security capability.
If Marketing was too much emphasized on EOU, but EOU without security scrutiny
becomes the sweetest honey spot for bad guys. Thus, we need to upgraded WebEx and
we need to train our staff to well accustomed to virtualize our communication eventsusing high class room functions of WebEx and protected by strong personal security
well protected.
WebEx, not like the other failed case “Z” who seek too much on EOU and marketingin B2C approach and discounted the B2B requirement of Security and governance
We made business recovery luckily in the last quarter.2020 and hoping coming 1Q
2021 should be the good quarter.
Please see the chart #2 of TOGAF Certified for 10 years:
Figure#2;
This figure includes over 200 persond from NTT Global (excluding NTT Data) andover 150 persons from Fujitsu Global (excluding Japan). In other words, there are
140 Intra-Japan companies who got TOGAF certifications for a total of 1,200
persons certified.
No of Japan TOGAF 9 Certified Architect from2011 to 2020 World Ranking now #17th
1600
40
1400

1435
38

36

1200

40
34

32

30

931
23

800

600 727

600

200

35

1106

1000

400
136

222

296

45

364

22

21

25
20

20
17

427

15
10
5

0

0
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
No of TOGAF 9 Certified

World Ranking

3Chapter Ⅱ .ReGIS & 2020 Open Group -J Operation and Open Topics
F2F GIS Forum Tokyo #118
2020 Jan 22nd; we had the first and last Tokyo American club Forum sponsored by
ReGIS Inc., Co-sponsored by: CRM Association Japan/The Open Group Japan*Date & Time: January 22, 2020 (WED) 11:00 -- 14:00(10:40 Reception)*Place: Tokyo American Club (2-1-2 Azabudai, Minato-ku, Tokyo) Brooklyn Ⅱ&Ⅲ B2F<<Program>> Tokyo American Club Brooklyn Ⅱ&Ⅲ B2F
M.C.; Kiichi Kawano, Adviser, ReGIS Inc.
(1 )Opening Address “Challenge to 2020- Global! Open! CRM (CCRM)!!”
Junkyo Fujieda,
Chairman, CRM Association Japan
Chairman of The Open Group Japan, CEO
President, ReGIS Inc(2) Opening of Guest Speech
Mr. Yoichi Ogasawara, Deputy Director-General,
Commerce and Information Policy Bureau, METI
“Japan-where are you going? 2020”
Mr. Masatoshi Toriihara,
Former Vice Chairman, Japan Society for the Promotion of Machine Industry
Mr. Noritaka Uji,
Former Vice President, Representative director, Nippon Telegraph and Telephone Corporation
He showed your challenge ex. the business ecosystem corresponding to the new business andenvironment change, the investment in innovation including AR/AI/Fintech and so on.
Mr. Yoichi Ogasawara,
Deputy Director-General,
Commerce and Information
Policy Bureau, METI

Mr. Masatoshi Toriihara,
Former Vice Chairman,
Japan Society for the Promotion of
Machine Industry

Junkyo(Jack) Fujieda

4Mr. Noritaka Uji,
Former Vice President,
Nippon Telegraph and Telephone Corporation(3) “My thoughts on the guests’ "the challenge of 2020"“About「O-DA」Ver.2.0- World standard from Japan”

M.C.; Kiichi Kawano,
Adviser, ReGIS Inc.
Mr. Makoto Hayashi,
Director, Global InsightJunkyo Fujieda, President, ReGIS Inc.

Dr. Shoji Kajita,

Mr. Kazuhiro Uchida,

Professor

President,

Kyoto University

SAISON INFORMATION SYSTEMS

Mr. Tooru Kitahama,Director
Sojitz Corporation

Mr. Shinichi Nakamoto,Director,

Mr. Hiroaki Kabashima,

Vision Inc.

President,
LTS, Inc.

Mr. Koki Shimada,CEO, SyntheticGestalt Inc.
Yoshiro Hayashi,

Adviser, ReGIS Inc.

5

(A)ReGIS FORUM: Full Virtual Remote Ivent; GIS FORUM TOKYO #119
We had Open Summit 2020 Dec., 2nd as a big full scale virtualized last GIS Forumfor 2020, kicked offed by Opening Speech by METI Deputy Director, Ms. Rie
Matsumoto and followed by Opening Speech by my long-standing partner, The OpenGroup President & CEO, Steve Nunn and all from remote entry well done at the latenight from San Francisco, After Steve, I covered followed “CX” is to create
innovated Customer Value finding through customer centric empathizing processcreating the understandings the causes of these keen pains as much as 5 and once
got the causes, revalidate there one layer deep the root causes can you find inminimum 2 layers, one is logical another is Custom based reasons, i.,e, people ororganization culture reasons. Once you find those, get the solution for those pains
and the happy comes up. Happy is minimum absolute of “Pains” negative Value”
multiply minus 1.0.
Make it positive value if you provide solution in minimum cases. Of course, you can
propose more value added to the point of your customer’s willing consensus.
And use an much early as possible “detect and correct” at EAP at Architecture time,then you can contribute your customer Early enough to adds value to customer in agile“Time to market” in time to keep promise or make a better profit if in case advance thecut over date.t.
DX is the technology to find problems and solutions. And one more transformation
is to use “Re-usable building blocks”; i.e.,” Soul of TOGAF” like Lego. In The Open
group, we say, use as much as possible Cloud, as open as possible, reuse and reuses.
Don’t try to create by yourself until you could not find any good standard option foropen us. Must use “Open standard, at least target issues are within “Inter- operability
and QOS “.
If issues are completely independent from two issues the you do not hesitate todevelop your own technology as a first man to claim and make yourself, still you havean option to make it open and do it as your propriety matters with Patents but try toseek the possibility of “Re-Use and OX(Open Transformation)
Open Summit 2020 on Dec., 2nd as a big full scale virtualized last GIS Forum for
2020,(1) Ms. Rie Matsumoto;
METI Deputy Director, made an Opening Speech on DX direction.
6

(2) Mr. Steve Nunn;
The Open Group President & CEO, my long-standing partner, and all from remoteentry.
From the world and in Japan from many cities using WebEx well done, at the latenight from San Francisco.

M.C.: Masao Kodama,Junkyo(Jack) Fujieda,
CEO & President, ReGIS Inc.
Chairman of The Open Group-Japan

Director, CRM Association
Mr. Steve Nunn,

Japan

President & CEO
The Open Group(3) Jack Fujieda covered After Steve as follows:“CX”is to create innovated Customer Value finding through customer centric
empathizing process creating the understandings the causes of these keen pains
as much as 5 and once got the causes, revalidation of the causes are there one
layer deeper the root causes can you find in minimum 2 layers, one is logical,
another is Custom based reasons, i.,e , people or organization culture reasons.
Once you find those, get the solution for those pains and the happy comes up.
Happy is minimum absolute of “Pains”negative Value multiply(-1.0)Make it positive
value if provided solution effects in minimum case, Of course you can propose muchhigher value added to the point of your customer’s willing consensus.
Enterprise architecture shall be used to validation for errors finding, as muchearly, as many as possible “detect and correct” just because 70% of Software errors
came out from Architecture phase but could only find 3.5% only. If you find moreerror in early time, cost is only X1, if you find at Customer premises, cost go up 3o X
for average complexity, higher complex cases, it goes up 44 X. Thus the causes oferrors at EAP at Architecture time got off., then you can contribute your customer
Early enough to adds value to customer in agile “Time to market” in time is always
welcome but you can advance the cut over date to much so that customer can
7

appreciated unexpected value per days advanced, only if your application architected
has Value stream as high as possible.
To make it work, you first measure your application value via TOGAF enterprisearchitecture progress through ADM and O-DA 2.0 which reduce your un-necessary
tests and failures at customer premises even more that 20% of software errors got
burst out.
DX is the technology to find problems and create solutions with business model
innovation.
And one more transformation is to use “Re-usable building blocks” i.e.,” Soul of
TOGAF” like Lego. In The Open group, we say, use as much as possible Cloud, as
open as possible, reuse and reuses, don’t try to create by yourself until you could not
find any good standard option in open use, at least issues are within “Inter- operability
and QOS”.
If issues are completely independent from two issues then, you do not hsitate todevelop your own technology as a first man to claim and make by yourself, still you
have an option to make it open or do it as your propriety matters with Patents but try
to seek the possibility of “Re-Use and OX（Open Transformation）by Ms. Atsuko Oka,
Corporate executive made speech on Why and How NTT plan to utilize the standards
power for their DX and CX.
(4)Mr.Norishige Morimoto,
IBM-J CTO and Lab director of Japan, origin is from Watsons Lab, my long-term
R&D friend. His Quantum story, every year getting well progressed. His speech no
paper distributed only on the fly. His theme is “IBM R& D View before 2030.”(5)Mr. Shunsuke Baba,
Corporate Head of One ERP+ Global Head Office, made a right on the theme on
EA(TOGAF) for DX developed 3 customer scenarios models together with key
TOGAF architect together using heuristic user driven Systems Engineering background. Transform SE to Architect for New Net value increase for customer. Howmuch!
(6)Ms. Atsuko Oka,
Corporate executive made speech on Why and How NTT plan to utilize the standards
power for their DX and CX.
8

(7)Mr. Koichi Hanada,
Last speaker; Director, Mizuho Securities Co., on “Advanced F2F sales Model”was
selected as a Best Practice Model 2020. Excellent innovative jobs. Not completed
but success is in continuity improvement.
Now, I would like to I would like to say Thanks a million to young executives twoeach from NTT Group and Fujitsu Group for their performances for TOGAF &ArchiMate ; O-DA for NTT and TOGAF& O-DA for 2020 and expect Fujitsu more in
ArchiMate & O-DA in 2021; Both Open Transformation needed top down driver!
ChapterⅢ:OX(Open Transformation) Project Progress.
-Mr. Ken Komazawa;
TOGAF Architect; DX program director of NTT Group reporting To Ms. Atsuko OKa,
deputy Group CIO, Ken and Oka san are the key contact officer as gold member of
The Open Group.He has a long range view how to use CX,DX, OX-Mr. Ken Senoo;
CRM, program Director, NTT COMWARE CORPORATION & CRMA-J NPO Board
member.
-Mr. Shunsuke Baba;
The Open Group Board Member, nominated Director, Young top SE back ground
executive.
-Mr. Hideki Hara;
Senior Manager, TOGAF Architect; Program director, Alternate Open Group board
member. our counterpart over 2 year.
My best recommendation is “Before DX, CX(Customer Pain points Transform to Joy)
needed ; before CX you need OX (That is to use Open Standards & O-DA 2.0 to avoid
redundant Muda and Muri by TOGAF and ArchiMate for increase Net Value to thecustomer.”(1) NTT Group; Regarding TOGAF Training, NTT Globally is now No.2 in thecommunication industry in the world, having 350 plus at the end of 2019 one year
ago, chasing up No.1 Verizon at that time, TOGAF certified was about 500 .3rd and4th are Vodaphone group 314 and BT 304 are very close and German T-Mobile are
already there at 211. very competitive.
9(2)FUJITSU Group; Training and project TOGAF Certification in Japan, No. 2
TOGAF certifications is Fujitsu, as the and Hara Senior manager, Alternative board
member for 2020 Both worked together to provide many Fujitsu Japan HQ and field
SE people to go up over and above 250 people at the end of 2019 certified., Majorityof 2020 about 115 from Japan via WebEx based TOGAF will be install for Japan
Fujitsu. they studied from home.
When we compared from 4 years ago of Fujitsu, about 50 people in the world but
It was a great jump up 5 times in 4 years.
Important point is not the cost cut, better to increase the added value to yourcustomer by that capability increase and resulting in more powerful value increases
which produce the foundational innovation for the future growth of business powerand quality.
(3)O-DA 2.0 Standard Initiative, we Open group Japan team has been doing since
2018 August, at that time, my volunteer members are my staff and other 5 all 7
members only. Lecturers are Dr. Shuichiro Yamamoto and me only talked about 2days and 3rd days for a trial tests. But now members are grown up to 17 corporations
30 Architects and ArchiMate certified people of Japan.
It was the most heavy effort governed by me and guided by Kiichi Kawano and
Mr.Kiyoto Onodera(TOGAF Lecturer) and Most importantly, project leader, Mr.
Kyoichi Matsuzawa (IBM), core leading teams are Mr. Jun Yoshihara (Saison
Information Systems), Mr. Hisaya Sakashita (LTS) and Mr. Kenchi Kobayashi(TGAS), Mr. Masaki Domukai(NTT Comware), plus Academic advisor, Hornarable.
Professor Nagoya Univ., Professor Shuichiro Yamamoto, Kyoto university,
Professor Shoji Kajiata, Nagoya University Professor Takaaki Aoki.
Targeting to develop solution standard on Dependability pain points of poor Detect
to Collect ratio at the Architecture time using Dependable TOGAF flamework withseveral Grids gages and check meshes at Software architecture time at Early As
Possible and as much as possible.
NTT HQ, NTT COMWARE, ReGIS Inc., T-Gas, IBM, LTS, Fujitsu, Rococo,
Jimuco, Rabca Soft, Sompo Japan, Saison Information, Asahi Techneion , Mizuho
Trade, Kyoto Univ., Tata Consulting, Nagoya Univ., SIOS, Total 17 organization &companies are collaborated in voluntary way as normal Open Group way in Japan.
10

We need Non Japanese companies to volunteering with us AEAP. This 2021 andon. We are targeting to close O-DA Version 2.0 proposal and start global user cases
feed back routines in 2021 4Q or 2022 1Q. We would like to have some interested
companies of The Open group members to become the members of the team of use
cases development.
(1) Using WebEx Systems was a consensus from NTT Group and Fujitsu andoperational visible errors are none encounter except from US to Japan
communication problem but we switched alternative voice and we achieved abetter than expected feed back on remote courses of TOGAF 9.2 education andreceived a several new name accounts such as NEC’s large subsidiary co.
Salesforce, Service now, Tokyo Marine Insurance, Deloitte, PWC as well as ourold several customers like HP, Oracle, Yokokawa Electric come back with new
employees.
(2) The biggest challenge is to have IT Departments to become much Profit
awareness and end user department to innovate their new business models toincrease their added value to their customers with scientific approach using new
data with new value stream, so, we developed the Remote methods of teaching
TOGAF and ArchiMate except tests as on site from security reason.
(3) On WebEx, Systems and operational errors are zero and Business achieved a greatoutcome of TOGAF 9.2 education to new name accounts and old several customers
from foreign Insurances companies in Japan and ReGIS member companies and
The Open group member companies including but not limited to Fujitsu Platinum
member (Board member of The Open Group).
(4) Current Open Group Members in Japan are only 13 companies;
1 Platinum Member, Fujitsu.(Japan had Fujitsu. Hitachi both 26 years, NEC 16
years stayed active as a board members before 2009~10 Financial shock), 2 Goldmembers,(NTT Group HQ Global CIO Offices for all CX, DX, HR, Skill
Management etc) and ReGIS Inc.(23 years);9 silver members; Nissan, Yokokawa
Electric, Kyoto University, Nagoya University, Asahi Techneion, Rococo, SIOS,
Japan Oil, Gas, and Metals National Corp. and LTS) , We need all by industry levelNo. 1 to 3 companies’s next stage CTO or CIO has to be at the open Group meetingas a gold member (Means any of 10~15 standards forums he or she from gold
member can join and study there, Today, there are 700 members from the world.
11

All top top companies by industry, top top young people are attending Virtually or
physically better to be the members and report back to your counter part ofGovernment and Industry to keep up Japanese Industry competitiveness for SDG
target in a long run.
Without having industry standard systems to share the process by standard anddecrease Muri Muda and innovate your strategy and challenge the global competitions
to compete who are the better and best players of using the Open standard. This is thegame every industry top people have to learn.
(5) But instead, starting TOGAF, I taught more than 140 companies and got TOGAF 9
only 1450 certified architects globally and in Japan only, I certified 1400 architectsof TOGAF 8 and 9 combined including a few Japanese big Insurance companies,
Tokyo Marine Insurance, Sompo Japan are just starting but almost all Foreign
Insurance companies in Japan, ReGIS had taught almost of all certified people
leader is AXA. Other large company from 10 more years ago started to teach NTT
R&D, NTT Comware are leader, East for CRM, NTT Docomo, NTT West, NTT, andFujitsu Corporation on DX with IoT and Modernization with Open standard
Direction. NEC, IBM, Oracle, Salesforce, Service Now, Deloitte, PWC are sending
their Partner level guys start getting certified.
(6) The biggest challenge is to have IT Departments to become much Profit awarenessand end user department to innovate their new business models to increase theiradded value to their customers with scientific approach using new data with newvalue stream, so, we developed the Remote methods of teaching TOGAF andArchiMate except tests as on site from security reason.
(7) There are about several but the company name never heard are registering started.
WE welcome, the old classic IT Office management and SEs are needed to getoverhauled ASAP but send younger future board candidate and younger guys over
30s and 40s and ask them to build New Enterprise for you, not too much DX but
more for the vison in 10--15 years of changes in that sub sector. By TOGAF andArchiMate.
(8) As last on ReGIS Inc., Mr. Akira Fukushima who had been my friend for 30 years
being at Tokyo Gas IT department as a president of IT Company President morethan 10 years and came to help me as an volunteer adviser to me since 2015 Apriltaking the many translation projects as a leader on New TOGAF 9.1-9.2 version
12Class Manager, ArchiMate and Business Architectures and last job was his
contribution on ArchiMate version 3.1 and left us to help his family issues andtotally retired from ReGIS Inc.,(9)Please join us Akira’s wonderful contribution to help me and The Open GroupTOGAF and ArchiMate courses as I reported Figure#2.
Now, Kiichi Kawano, Akira’s two years followers of Tokyo university IT
Management class, then moved to Fujitsu HQ and Fujitsu defense Systems
company for 4 decades and finished after years of president of Fujitsu Defense
System company and joined us after 2016 July as my adviser.
We also have a senior researcher Ms. Rieko Koshio (X-IBM Program Director ofdelivery) since 2017 April. She helped us on IT4IT & ArchiMate 2.0~ 3.1(10)We have outstanding TOGAF lecturers, Two Top now. They are Professor
Shuichiro Yamamoto and Kiyoto Onodera on TOGAF & ArchiMate.
Let me thank all of my staff of ReGIS and Volunteer supporters to the Open Groupfor all hard work fighting against the COVID-19 pandemic.
Figure #3;
Information from Steve Nunn, CEO of The Open Group presented at ReGIS/ OpenGroup /CRM Joint Forum #119 at Dec. 2nd
G l o b a l T O G A F .A r c h i M a t e C o m p e t i t i o n ,J a p a n N e e d t o b e m u c h c o m p e t i t i v e :( 1 ) L o o k a h e a d 1 0 y e a r s b y T O G A F -L a r g e IP O e d ( 2 ) S h a r e d IT s t a n d a r d b y
In d u s t r y f o r S M E ( 3 ) In c r e a s e g l o b a l r e s o u r c e s#17-Source：The Open Group;Dec.2020
13

We Japan shall challenge to go up to 16th as minimum,15th as optimistic challenge
by the end of 2021.
The Open Group 3 Quarterly Conferences were all virtual except January one inUSA, San Antonio, Texas; That became my only one overseas travel this year.
During my 59 years business experiences started in IBM, 1961, Total overseas trips
counted more than 340, with average 5.6 times a year.
This year overseas trip is only one time only back to my 1 st time in NYC stay 2
months in 1962.My highest oversea trips were 16 times a year in CSK time as CEO of
CSK Inter-national co. In ReGIS, In the open group, TOGAF Version 1 was developedon the basis of TFIM (Technical Frame work for Information Management which had
been stem out from “Recommendation Report to DOD at Upper/Lower Congress. Core
contents stemmed from SOP, BSP, MITRE and X- IBM members are in the core). That
TAFIM was handed to The Open Group from DOD to produce standard for
Government and Industry use. TOGAF started was released in 1995 as version1.
We had started Japanese translation for The Open Group and TOGAF educationfrom Version 8 which included officially Business Architecture from 2008 and taught
240 peoples but TOGAF Version 8 do not have a certification test established as a
proof of standard. Practitioner. I started The Open Group Japan in 1998 and started
teaching TOGAF Version 8 from 2008.
Japan progress of TOGAF since 2011~2022, TOP Japan Contributors No. 1 is NTT
Group, 2nd Fujitsu group, 3RD Saison Information System ,4th TCS Japan,5th Japan HP
group, 6th CISCO-J,7th Oracle, 8th Nissan, 9th IBM-J ,10th EMC/ Dell, etc.;
We need any body to do digital transformation, you need CX, DX and OX (OpenTransformation) together. There are 3800 Japanese Public companies of Tokyo stock
exchange Listed Companies., already, out of those top companies now many
companies whose overseas revenue is more than 10% up? They should train TOGAF
in Japan and guide overseas companies to synchronize the IT Management for
optimization and use the same strategy to lead their customers by CCRM.
We need more end users’ companies to study Enterprise Architecture using TOGAF
and ArchiMate 3.1.Please See the end user who are very high level using TOGAF byindustry.

14

Figure #4;
Global TOGAF Users by 7 Industries Study made by JF: Breakdown of top 20 global
companies by segments on TOGAF 9,0.
Please look at the world by industry use of TOGAF certification total just passed 120K
and TOGAF & ArchiMate Archi down load exceed also 100K, so, one TOGAF one
Archi combination is a real great symptom.

ChapterⅣ. Annual Report for CCRM (Customer centric CRM)
by using CX/DX/OX (Open Transformation using Open Platform 3.0 standard andCustomer Pain points)
Preface;(A) “There is only one objective of Business”: “That is to create a customer”.
Peter Drucker. Because of this, I have been saying, Peter Drucker is the fatherof CRM since I founded CRMA in 2000.
(B)

DX is needed for future because people made data is decreasing
comparatively but auto sensing data generation is grown at very low cost,
only if you could create the new value for customer.

(C)

That is the CX objective. Still DX can reduce cost but no value stream
15

capability were given until Customer Centric CRM discovers the new value
model created through full Open data Framework using EA. In our top 10
multiple awards winner’s CIO offices have a well educated TOGAF andArchiMate certified staring from director’s level and down.
(D)

Thus, we need OX (Open Transformation) has to work Collaboratory with
CX, DX and OX.

I would like to ask DXO and CIO has to set their eyes much together with CEO
direct Corporate planning officer towards what is the most important things in linewith the objective of the business, that is “the creation of the customer”. To do that,
B2C or B2B, you need your expecting customer’s needs and changes to be studied inlook forwarding 5~10 year time frame using the same standard EA frame work
(TOGAF)and CX model, DX technology with standard modeling language(ArchiMate) by industry.
Many DXO started new IoT capability trial since 2012 to digitize the enterprise but
there are tough cases of passing proof of the concept model. Why? It started from IoT
first.
Without where is the most important pain points are there at customer. That is thesource of Value stream and innovation.
You shall know where to go? You shall learn how to graduate their study from justEnterprise Digitalization view point to why and where what data needed to support
the Enterprise sustainability assured only by your current “Customers and future
customers”
It was a virtual drama managed well for even Aw me a brief award Congrats
message to hands out forward and winner extend their hands and receive paper andReplica and Thanks speech and take a group picture and show us. with award andreplica hands and big hands.
Later in 10 days, Real presentation has been done attending a couple of award
winners’ managers are hearing for other winner’s speech for each 15 minutes divided
by 2 days. All done well. We offered free cost for all audiences.
CRMA-2020 Remote based Board Meeting, Stake holders meeting, Best practiceAward schedule, and joint Forum on Dec.2 Forum.
16

I have studied Peter Drucker’s book” The Practice of Management “published in
1993 (Original was 1950) in the course of designing the kernel of business principle
for me to embed for CRM up and down in mid and late 1990s in America.
Thus, I studied Japanese marketing philosophy at Japanese Edo famous merchant,
Mitsui & Sumitomo house Principles and Baigan Ishida’s “Heart philosophy” and,Oumi merchant’s practices was formed in line with the direction we reiterated with amodernized concept after the war. “All 3 (Merchant, Customer and Society) good
policy”. There is no justification and come to any strategic direction in Japan. Rather
staying too much abstracted and not well digested as business science.
But when I encounter I was very much shocked Drucker’s philosophical analysis
from its objective definition of business, he defined first "the objective of business innothing but create a customer. So, we need only two things. Marketing and Innovation.
Woo! I jumped up. To do that we shall know all the way from current customers pain
points and also future customers pain point and we shall do better than their
expectation.
I know if I asked the venders top management, 80 % says my company took care of
my customer very well, thus they shall be happy. When we ask their customer, only
15 % may say yes, I am very much satisfied but 35% most likely say so so and 35%
say I never care about the company nor product. "and 5% says I had really badexperiences.
This happen because you get Customer Satisfaction once a year from PR channel
who care after advertisement volume basis.
We shall learn from DX channel any time anywhere incidents or event transaction
happening every second judge from customer’s behaviors’ and judge on the fly andrecord and action.
Where and What is the keenest issues, places and time to look? We need a very careful
discussion among key LOBs round those metrices.
B2B customer business is a tough business and even customer herself does notunderstand who are my customers on 5 years later. Fire took me to find with customer,
what is the good action they believe they did for customer by cases and if they did somegood tangible things then applause that parts and motivate him to do it better or do
the same at other side of services or product and keep continuing better services or
products producing as an Enterprise CX innovated by business model changes and DX
do more automate the steps reducing people engagement in the process and use
sharing of “Open standards “as much as possible, I call it as OX (Open17

Transformation) using EA Standards TOGAF & ArchiMate; Open Platform
3.0 ;Industry standards for FACE (Future Air Born Environment),Open Process
Automaton , Healthcare Standard , OTTPF(Open Technology Partners Framework),
BIAN (Banking Industry Architecture Network),SABSA( Security Standard); Data
Science Standard; Platform 3.0 ; O-DA2.0 standard (Open Dependability Standard;
OSDU(Open Sub-Surface Data Universe):
To understand OX fully you need to send the best of best CTO or candidates to CIO
with bi-lingual capability.
Figure #5;2020 CRM BP Awards plus 6 Corona Cases Awards:
I started CRMA-Japan in 2000 and " Best Practice Awards from 2004 and awarded"CRM Best Practices Award" in Japan and the world in total 216 times including 12companies in 2020 as CRM BP AWARDS and 5 Corona Fighting for Customers andtheir employees plus one City, Tsu City of Mie Prefecture.

2020 Best Practice awards result.
Total 5 company; starting from Credit Saison, KAO, Nikkei News Paper, NTT East,
Sompo Japan Insurance and Zurich Insurance are all 1st award Receivers.
Hope they shall comeback to show their CCRM step up challenge programs in near
future.
18

Total 7 multi-year winner companies, starting from Forum 8, Honda Auto Mie,
Mitsui Sumitomo Insurances, Mizuho Securities, and Osaka Gas Marketing.
Figure #6; “2020 CRM BP Awards Winner’s Name and Model Names”

Figure #7; “2020 CRM Best Practice Awards Companies Names”

19Figure #8; “2020 CRM Best Practice Award Company names 5+1 city and Model
names”

Chapter Ⅴ : History of CRMA-J and 2021 Invitation of your application fromoverseas counties.
(1) 2000: Foundation: Private CRM Study GroupIn case of CRM-Association was founded by me upon the request of my member
company’s president at 2000 with TOYOTA Motor’s contribution as a core co-chairing
company and Shinshu University Graduate School of Management where I was invited
as a Visiting Professor on Venture Business Management and we had collaborated
with their professors to seek root of Japanese Customer centricity as well as the studyof Edo era business leaders management theories of Sumitomo, Mitsui, Daimaru,
Marubeni, Itochu and Mitsubishi group Management principles as a core of Japanesesoul of Merchant and business. This Merchant business management is a hard businessand there is no saturation point of CCRM (Customer Centric CRM) so, we need the
motivation of the merchant and business man to work more harder in seeking Customer
pain points.
20

(2) 2004; CRM Best Practice Awards started:
Preface: “There is no saturation point in CCRM (Customer Centric CRM)” CRMJapan Slogans)!
Thus, welcome SDG challenger in CRM!” Continuity is the driver of existence infuture”. J.Fujieda from 2004 :Since 2004, I have awarded total 216 times cumulatively but what I proud of is 29
corporations are keep learning with some intervals by year or consecutively but comeback again and again, reviewing their weak points and adding new viewpoints toenhance customer relationship.
There are about 108 org or companies who got award one time only and not yet
award winners are not coming back yet but who knows, new stimulation will movethem to come back but it all depend upon their self- improvement mind. Even
government, top cities come back several cases but up 5 times consecutive wins are
new record as No. 1 as a city, “Tsu city” of Mie Prefecture. In Private company,
Panasonic still leading now as 11th win in 16 years but Young companies like Vision
and FORUM 8 are running very much in high speed as you can see in the 29 companies
believe as same as me, customer is changing every year, we shall study every year to
do better than their expectation.
Please see Figure #9 updated 2020 as an example of evidence to prove of ourslogans.
Total Cumulative CRM BP Awards (2004~2020) is 216 Times rendered to 137
organizations. Out of 216 organization, 29 organizations (21%) challenged andcertified cumulative 108 Customer centric CRM Awards with added viewpoints withmore evidence of deeper understanding of customer as much multiple time from 2 times
to 11times, average of 3.7 times per a best practice CCRM company out of 29
companies Multiple times winners are organizations achieved aggregated total 108
awards which is just 50% of Total 216 times earned by 137 independent organizations
since 2004.
In the past, we had received several applications from USA, Mongolia, China, allJapanese company or division in each country or invested company and 3 cases weawarded.
Announcement News➔ In addition, to those Japanese related companies, I
would like to open to non-Japanese related companies.
2021 Application will start from April 15 and closed by August 15 th. So, I am
welcome to receive an application from global organization.
21

Please start the communication by internet mail from manager to me as a letter ofintention then we will send you needed documents.
Figure # 9; Cumulative Total Best Practice Awards were honored as much as 236
times spread into two groups; One time challenge group 108 orgs and companies and
128 multiple Challenge and win by 29 org. and companies involving Cities andprefecture.
Figure #9;

So I made a decision to first applause of their customer centricities ideas and its
practices, only if they can show any evidence that their customer’s pain points arecleared; i.e. Customer smiles and thanks and best for their enjoying.
Then, we better motivate them to add more value for their customer via customer
centricity thinking empathizing with customer pain points of today and tomorrow andseek 5 whys and provide 5 solutions and one more step to seek human organization’sroot causes and logical root causes and prepare for the transformational solution forthe causes thus win the key phase of business. root causes services just over and above
customer expectations.

22

(3) To do that we need to use the consistent Enterprise Architecture Framework(“TOGAF “and its Modeling languages “ArchiMate”).Those are well-tuned to use“Open Shared Solution” in line with Customer centric CRM.
(4) Even though, we got the award, it is still needed to improved our CX to continue
discovery of a new Customer’s Pain points and expectation.
To do that, you need to work jointly with customers.
(5) Since 2009, we reformed CRMA-J organization from Private Study Group to a
Public NPO organization, registered at Shinjuku Ward Office Tokyo with 4 founding
members.
ChapterⅤ-Ⅱ:New Normal Transformation 2020 for CRM-A Activities;
Regarding remote communication of CRM-Association, we had been using WebEx
since 2007 for remote attendance from Hokkaido, Mie, Nagoya, and Osaka members
to Tokyo CRM Forum to be shared with them. But, using most advance function andscale of WebEx from July 2020 in the stream of COVID19, we had done all sessions
via Virtual way.
a) Board meetings,b) Shareholders meetingc) Best Practice Awards selection governance Committee meetings 10 times among 10
appointed selection committee members from Business, Academia, Journalisms andmyself.
d) Awarding ceremony for 12 Best Practice Awards companies and 6 Corona cases
presentations from 14 companies and 1 city.
(e) CRM shifted 100% into all to the virtual meetings.
(f) Scale of remote attendances for CRMA Forums are growing among Corona home
stay employees of members companies and visitors, among local prefectures.
(g)This year, we had done no entrée fee but only registered invited person only.
2020 CRM Best Picture of Awarding Ceremony;-Sponsored by：CRM Association Japan-Sponsorship by：Fuji Sankei Business i. <THE NIHONKOGYO SHIMBUN Co., Ltd.>

23

From Right:
Mr. Toyohiko Tsuruta
President, Fuji Sankei Business i.
Junkyo Fujieda,
Chairman, CRM Association Japan

Junkyo Fujieda,
Chairman, CRM Association Japan

Mr. Atsushi Ootsuka,
Chair Person, Best Practice Subcommittee
Division, Senior Director,
CRM Association Japan<Fuji Sankei Business-i Award>
Mr. Toyohiko Tsuruta
President, Fuji Sankei Business i.
<THE NIHONKOGYO SHIMBUN Co., Ltd.>< Sponsorship, CRM Association Japan >Mr. Masamichi Yamamoto,

M.C. ; Ms. Miho Mizuno,

Director,

Director,

CRM Association Japan

CRM Association Japan

24

2020 CRM Best Picture of Awarding Ceremony Staff;

Ms. Azusa Kawahara,
Mr. Satoru Shijyo,
Executive Officer, Vision Inc.

Mr. Atsushi Kato,
Chief, gotop co, Ltd.

Assistant,
ReGIS Inc.

Mr. Syouya Abe,
NTT Corporation

Ms. Ritsuko Ono,
General Manager of Secretary Office
CRM Association Japan
From Right:
Ms. Satoe Iwaki, Assistant, ReGIS Inc.
Mr. Syouya Abe, NTT Corporation
Jack Fujieda

In addition to NTT’s team support, GOTOP company’s Vice President, Mr.
Masamichi Yamamoto, Board member of CRM-A, Marketing Director both are
TOGAF architects and senior Management both supported each important event by
assigning top notch young engineer to support.
Mr. Masamichi Yamamoto was the key director who contributed Panasonic count of
CRM BP Awards to keep up to top from Matsushita Electric company which was
founded by Konosuke Matsushita who was the Genius business man successfully
developed Matsusita Electric to become global brand by Panasonic, so called
Japanese Marketing legendary of Modern days.
25

CLOSING: JF Prayers for 2021
So, all Global friends, please visit our Shinjuku office, if Covid-19 crisis are torn
down in reasonable controllable risk level like a flu, but I do not think we can totallykill them in a few years. They, Bad virus, will change their faces and hands and try tocome back and byte our weaker part of our immune system.
To cope with them, how to enhance our immune systems by ourselves is the key. So,
may I propose we all do this following: New Alphabet song
I created.
“Harmonic balancing of our health both from mind and body for everyday life. Let
sing together! This is Jack’s Sutra to enhance our Immune System.
Awaking in great health, Breathing well deep, Communicating, Drinking, Eating,
Family, God, Hoping, Intelligence, Just in time, Knowledge developing, Learningfrom Mistaking, New innovation, Obsession by customer, Principles, Questioning,
Reasoning, Studying Smilingly, Trusting, Uniting, Verification, Why being asked 5times and two Root causes of Customer Pain points, Xmas, York of love and Zeal.
COVID-19 shall fade away, possibly 2021 summer end we hope. Regis office withThe Open Group and CRM-A Office all 3 shared located at Shinjuku over viewing theRoyal Shinjuku Garden underneath of our office view.
(Fin)
Junkyo (Jack) Fujieda
President & CEO, ReGIS Inc.
Chairman, The Open Group Japan
Chairman of CRM Association, JapanIT adviser, Kyoto University
Yours sincerely,
Junkyo(Jack)Fujieda
President & CEO, ReGIS Inc.

E-Mail: jfujieda2@re-gis.com

http://www.re-gis.com

Chairman, The Open Group Japan E-Mail: j.fujieda@opengroup.org

https://www.opengroup.org

Chairman of CRM Association, Japan E-Mail: jfujieda@crma-j.org

http://www.crma-j.org

IT adviser, Kyoto University

http://www.kyoto-u.ac.jp/en26