Guest Lecturer: Naohiko Oikawa (President & CEO of Zeren Holdings Co., Ltd. and Visiting Professor at Waseda Business School)

On December 6, 2025, as part of the CRM Strategy course (Instructor: Masashi Sakamoto, President & CEO of Smartwill Inc.), Mr. Naohiko Oikawa—President & CEO of Zeren Holdings Co., Ltd. and Visiting Professor at Waseda Business School—was invited as a guest lecturer.

Under the theme “The Evolution of Digital Innovation and Analytics,” Mr. Oikawa explored how advances in digital technology have fundamentally reshaped the way marketing and CRM are conceived, drawing on both historical context and recent case studies. Against the backdrop of dramatic improvements in data processing, storage, and distribution capabilities, he illustrated how CRM has evolved from a framework focused primarily on customer retention into a broader management approach encompassing customer acquisition, value creation, and optimization.

The lecture also introduced practical, evidence-based approaches for driving results, including predictive analytics, experimentation-driven decision-making, and initiative optimization through uplift modeling. In addition, the potential applications of generative AI in marketing communications and value delivery processes were discussed, offering concrete perspectives on how these technologies can be applied in practice.

Throughout the session, students actively engaged with the material through thoughtful questions, deepening their understanding by bridging theory and real-world practice. Informal discussions continued after the lecture, making the day a highly insightful and enriching experience for all participants.