M's Communicate, Begins Offering "Point CRM Advancement Support Service"

M's Communicate Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director: Yuko Okada) has launched a new service called “Point CRM Enhancement Support” to provide comprehensive support—from customer data analysis specific to point programs to the design and improvement of systems and initiatives that enhance customer engagement, and ongoing CRM operations—for companies that operate point services andloyalty programs. This service will provide comprehensive support—from customer data analysis specific to points systems to the design and improvement of systems and initiatives that enhance customer engagement, as well as ongoing CRM operations—and will be launched in August 2026.

Points CRM Advancement Support Service

■ Service Features

This service not only analyzes currently accumulated data but also works backward from the questions “What kind of customers do we want to nurture?” and “What kind of customer experiences and behaviors do we need to create to achieve that?” to design and improve the points and loyalty programs themselves—ensuring that the data necessary for future CRM operations is accumulated.

By combining general CRM analytics—such as purchase amount, purchase frequency, and retention rates—with data on point accrual, redemption, expiration, and balances, as well as membership tiers and responses to campaigns, we analyze not only “who the high-value customers are” but also “what point strategies and customer experiences changed customer behavior, leading to continued usage, increased usage, and the development of high-value customers.”

The results of this analysis are reflected in improvements to point award and redemption conditions, membership tiers, benefits, campaigns, and more. Furthermore, if there is a lack of data necessary to understand customer engagement, we redesign systems and initiatives by working backward from the customer behaviors that need to be captured.

We integrate “analyzing existing data” with “creating mechanisms to generate the data needed for CRM going forward.”

This is the key feature of this service.

■Background of Service Development: With Customer Data Integration Now Well Underway, the Question Is “How Can We Leverage It from the Customer’s Perspective?”

In recent years, primarily among major corporations, efforts to establish customer data infrastructure that spans group companies and multiple businesses and services, implement Customer Data Platforms (CDPs), and integrate member IDs have progressed, and an environment for centrally understanding and analyzing customer data is taking shape.CDPs are positioned as the foundation for integrating data from multiple customer touchpoints and leveraging it to enhance customer understanding and the customer experience.

On the other hand, there are cases where the “integration” of data and IDs has become an end in itself, failing to sufficiently translate into service design from the customer’s perspective—such as “what kind of experience to provide to customers and what kind of relationships to build”—or into concrete CRM initiatives.Once a data infrastructure is in place, determining how to utilize and embed it into customer experiences and on-the-ground initiatives has become a critical theme in current CDP implementation.

Furthermore, while the adoption of BI tools and CRM data analytics services continues to advance, linking analytical results to concrete initiatives requires designing a framework that addresses what KPIs to use for evaluating customer relationships, what changes to implement based on the analysis, and how to operationalize continuous improvement.

In particular, companies that operate point services or loyalty programs have accumulated unique CRM data that captures not only purchase history but also changes in customer relationships and behavior—such as point usage, expiration, balances, rank changes, and responses to campaigns.

However, when a points system is designed primarily around awarding and redeeming points based on purchase amounts, the behavioral history necessary to capture customer engagement—such as interests, participation, continued usage, expansion of usage scope, and referrals—and link it to subsequent CRM initiatives is not sufficiently accumulated.

M’s Communicate leverages its specialized expertise in both points/loyalty programs and CRM to support the advancement of points-based CRM. We help businesses move beyond the stage of simply “integrating” customer data to the stages of “understanding customers,” “designing experiences,” “revising programs and initiatives,” and “verifying results.”

■ Main Services

Service: Points CRM Diagnosis and Analysis

Details: Conducts cross-sectional analysis of purchases, memberships, points, apps, and other data to

　　　　　to assess customer nurturing status, the effectiveness of points initiatives, and CRM challenges

Fee: From 2 million yen

Service: Customer Nurturing KPI & Analysis Design

Details: Define the target customer profile and nurturing process,

　　　　　and design KPIs, target values, analysis methods, and required data

Fee: From 1.5 million yen

Service: Redesign of Points/Loyalty Programs

Details: Review of point accrual and usage conditions, tiers, benefits,

　　　　　campaigns, etc., based on analysis results

Fee: Custom quote

Service: PDCA Support

Details: Continuous analysis of customer behavior and KPIs to improve systems and initiatives and verify their effectiveness

Fee: Starting at 300,000 yen per month

Service: Quarterly and Annual Comprehensive Analysis

Details: Summarize customer development and the effectiveness of initiatives, linking the findings to management decisions and the next CRM strategy

Fee: Starting at 1.5 million yen per session

*Prices exclude tax

■ Applying Over 20 Years of Expertise in Points Programs to “CRM Advancement”

Since its founding in 2003, M’s Communicate has specialized in point services and loyalty programs, supporting over 400 companies, including major railway operators, energy firms, manufacturers, retailers, financial institutions, telecommunications companies, and local governments.

In *Point Service 3.0* (Chuo Keizai-sha, to be published in 2025), edited and authored by Representative Director Yuko Okada, we advocate for a approach that utilizes points not merely as economic incentives, but as an “engagement engine” that nurtures relationships between companies and customers.

Through this service, we apply these insights to data analysis, customer experience design, points and loyalty program design, and CRM operations.

We do more than simply integrate and analyze customer data; we evolve points and loyalty programs into “customer touchpoints that deepen relationships and generate valuable data for CRM,” and we leverage that data to nurture future customers.

Through this continuous operation, we support companies in boosting their revenue by improving customer engagement, retention rates, usage frequency, and LTV.

■Company Overview

Company Name: M’s Communicate Co., Ltd.

Address: 3F G-FRONT AOYAMA, 2-12-15 Kita-Aoyama, Minato-ku, Tokyo

Established: 2003

Representative: Yuko Okada, Representative Director

Business Activities: Strategic design,

　　　　　　　 system design, CRM/LTV support, and customer marketing consulting

Official URL: https://www.emscom.co.jp

Media Platform: Point Marketing Lab https://point-marketing.jp/

As Japan’s only independent firm specializing in consulting for point services, M’s Communicate has supported more than 400 companies and organizations—including those in retail, finance, manufacturing, telecommunications, infrastructure, and local government—for over 20 years.

Furthermore, our recently published book, *Point Service 3.0* (https://amzn.to/4eGs32m), advocates for “points as a strategic asset for building customer relationships” and has gained widespread support as the industry’s “new standard.”It generated a significant response immediately upon its release, ranking fifth on the business (management) book list at Maruzen’s Marunouchi Main Store (July 31–August 6, 2025), and has been hailed as the “bible of point strategies.”

This package synthesizes these insights and proven results, aiming to enable the “regret-free implementation of a points service” from both a time and cost perspective.