ã¢ããªãã¥ãŒã·ã§ã³åæã¯ä»æ¥ã®ããŒã±ãã£ã³ã°æŠç¥ã«ãããŠæ¬ ãããªãèŠçŽ ã§ãããå€ãã®ããžãã¹ããŒãœã³ã¯ãã®å šè²ãææ¡ããŠããªãå¯èœæ§ããããŸããæ¬çš¿ã§ã¯ãã¢ããªãã¥ãŒã·ã§ã³åæã®åºç€ããå¿çšããããŠæªæ¥ã«ãããå±æãŸã§ããããããã解説ããŸããããŒã±ãã£ã³ã°ã®å¹æãç§åŠçã«è§£æãããã¢ããªãã¥ãŒã·ã§ã³åæãã®æŠå¿µãããå®è·µã®ããã®å ·äœçæ¹æ³ãããŒã¿åéãšæŽçã®ããŠããŠãããã«ã¯åæçµæãããžãã¹ã«æŽ»ããããã®èª²é¡ãšè§£æ±ºçã«ã€ããŠãè±å¯ãªå®äŸã亀ããªããã玹ä»ããŸãããã®å 容ã¯ãã»ãŒã«ã¹ãããŒã±ãã£ã³ã°ã«æºããçæ§ã®æŠç¥æ§ç¯ã«åœ¹ç«ã€ããšééããªãã§ããæ軜ã«ç解ã§ããã¢ãããŒãã§ãã¢ããªãã¥ãŒã·ã§ã³åæã®äžçãžãšãæ¡å ããŸãã
ã¢ããªãã¥ãŒã·ã§ã³åæã®åºæ¬
ã¢ããªãã¥ãŒã·ã§ã³åæãšã¯äœãïŒ
ã¢ããªãã¥ãŒã·ã§ã³åæã¯ãããŒã±ãã£ã³ã°æœçã®ææãæ£ç¢ºã«è©äŸ¡ããææ³ã§ãããã®åæãå©çšããããšã«ããã顧客ãååããµãŒãã¹ãè³Œå ¥ãããŸã§ã«ã©ã®ãããªãã£ãã«ã觊ãç¹ïŒæ¥ç¹ïŒãçµç±ããããæããã«ããããããã®è²¢ç®åºŠãå²ãåºããŸããããã«ãããããŒã±ãã£ã³ã°æŽ»åã®å¹æãããå¹ççã«æ倧åã§ããããã«ãªããŸãã
äŸãã°ãããæ¶è²»è ã補åãè³Œå ¥ããåã«ãæ€çŽ¢ãšã³ãžã³åºåãã¯ãªãã¯ãããã®åŸãœãŒã·ã£ã«ã¡ãã£ã¢ã®åºåãèŠãŠãæçµçã«ã¡ãŒã«ããŒã±ãã£ã³ã°ãéããŠååãè²·ã£ãå Žåããããåãã£ãã«ã®è²¢ç®ãç解ããããšãã¢ããªãã¥ãŒã·ã§ã³åæã®ç®çã§ãã
ãã®åææ³ã¯ãæè³å¯Ÿå¹æïŒROIïŒã®æé©åãããŒã±ãã£ã³ã°æŠç¥ã®èª¿æŽã顧客äœéšã®åäžãªã©ã«è²¢ç®ããŸãã
ã¢ããªãã¥ãŒã·ã§ã³ã¢ãã«ã®çš®é¡
ã¢ããªãã¥ãŒã·ã§ã³ã¢ãã«ã«ã¯è€æ°ã®çš®é¡ããããããããç°ãªãã¢ãããŒãã§è²¢ç®åºŠã枬å®ããŸããæãäžè¬çãªã¢ãã«ãšããŠãæåã®æ¥ç¹ãè©äŸ¡ããããã¡ãŒã¹ãã¯ãªãã¯ã¢ãã«ããæçµçãªæ¥ç¹ãè©äŸ¡ãããã©ã¹ãã¯ãªãã¯ã¢ãã«ãããããŠåæ¥ç¹ã«åçã«äŸ¡å€ãå²ãåœãŠãããªãã¢ã¢ãã«ãããããŸãã
ããã«é²ãã ã¢ãããŒããšããŠããæéæžè¡°ã¢ãã«ãããäœçœ®æž¬å®ã¢ãã«ããªã©ãååšãããããã¯æ¥ç¹ã®éã®æéã顧客æ çšã«ãããæ¥ç¹ã®äœçœ®ãèæ ®ããŠè²¢ç®åºŠã枬å®ããŸãããã«ã¹ã¿ã ã¢ãã«ãã§ã¯ãåäŒæ¥ã®ç¹å®ã®ããŒãºã«åãããŠãèªåãã¡ã§ãã©ã¡ãŒã¿ãèšå®ããããšãå¯èœã§ãã
ã¢ãã«ã®éžæã¯ãäŒæ¥ã®ããžãã¹ç®æšãããŒã±ãã£ã³ã°æœçã®è€éæ§ã顧客ã®è³Œè²·ããã»ã¹ãªã©ã«ãã£ãŠç°ãªããŸãã
ã¢ããªãã¥ãŒã·ã§ã³åæã®éèŠæ§
ã¢ããªãã¥ãŒã·ã§ã³åæã¯ãããŒã±ãã£ã³ã°äºç®ã®æå¹æ§ãæ倧åããããã«æ¥µããŠéèŠã§ããé©åãªã¢ããªãã¥ãŒã·ã§ã³ã¢ãã«ã䜿çšããããšã§ãããŒã±ãã£ã³ã°ãã£ãã«ããšã®ROIãæ£ç¢ºã«è©äŸ¡ããäºç®é åãæé©åã§ããŸãããã®éçšã§ãéå¹çãªåºåæ¯åºãåæžããå¹æã®é«ããã£ãã«ã«æè³ãéäžãããããšãã§ããŸãã
ãŸããã¢ããªãã¥ãŒã·ã§ã³åæã«ããã顧客ã®è³Œè²·ããã»ã¹ãæ·±ãç解ããããšãå¯èœãšãªããŸããããã¯ã顧客äœéšã®åäžãšãå°æ¥ã®ããŒã±ãã£ã³ã°æŠç¥ã®çå®ã«ãããŠã貎éãªæŽå¯ãæäŸããŸãã
競äºãæ¿ããåžå Žã«ãããŠã¯ãã¢ããªãã¥ãŒã·ã§ã³åæãéããŠç²åŸããç¥èŠã掻çšããå¹ççãã€å¹æçãªããŒã±ãã£ã³ã°æŽ»åãè¡ãããšããäŒæ¥ã«ãšã£ãŠäžå¯æ¬ ã§ãã
ã¢ããªãã¥ãŒã·ã§ã³åæã®é©çšç¯å²
ã¢ããªãã¥ãŒã·ã§ã³åæã¯ããžã¿ã«ããŒã±ãã£ã³ã°ã«ãããŠåºãå©çšãããŠããŸããããã®é©çšç¯å²ã¯ããã«éå®ãããŸããããªãã©ã€ã³ã®ããŒã±ãã£ã³ã°æŽ»åãäŸãã°ãã¬ãCMãå±å€åºåãªã©ã«å¯ŸããŠããéæ¥çãªæ¹æ³ãéããŠåæãè¡ãããšãå¯èœã§ããéèŠãªã®ã¯ããªã³ã©ã€ã³ãšãªãã©ã€ã³ã®ããŒã¿ãçµ±åããå šäœåãæããããšã§ãã
ãŸããã¢ããªãã¥ãŒã·ã§ã³åæã¯ã補åéçºã顧客ãµãŒãã¹ãåšåº«ç®¡çãªã©ãããŒã±ãã£ã³ã°ä»¥å€ã®åéã«ãé©çšããããšãã§ããŸããäŸãã°ãç¹å®ã®é¡§å®¢ãµããŒããã£ãã«ãéããŠè£œåã®ãã£ãŒãããã¯ãåŸãããå Žåããã®åœ±é¿ãåæãã補åæ¹åã«ã€ãªããããšãã§ããŸãã
ãããã®äºäŸãããåããããã«ãã¢ããªãã¥ãŒã·ã§ã³åæã®é©çšã¯å€å²ã«ããããŸããæ£ç¢ºãªããŒã¿åæãè¡ããé©åãªæœçãè¬ããããšã§ãããžãã¹ã®ããããé¢ã§ã®æé·ãšå¹çåãå®çŸããããšãå¯èœã§ãã
ã¢ããªãã¥ãŒã·ã§ã³åæã®æ¹æ³
ããŒã±ãã£ã³ã°ã®äžçã§ã¯ã顧客ã補åè³Œå ¥ããµãŒãã¹ç»é²ã«è³ããŸã§ã®çµè·¯ãåæããããšãäžå¯æ¬ ã§ããããã§éèŠã«ãªãã®ãã¢ããªãã¥ãŒã·ã§ã³åæã§ãããã®åæãçšããŠã顧客ãæåã«ã©ã®ããŒã±ãã£ã³ã°ãã£ãã«ã«è§Šããã©ã®ãã£ãã«ãæçµçã«è³Œå ¥ã«å¯äžããããç解ããããšãã§ããŸãã
ã¢ããªãã¥ãŒã·ã§ã³åæã«ã¯è€æ°ã®æ¹æ³ããããåæ¹æ³ã¯ç°ãªãã¢ãããŒããåããŸããç解ããããããã«ãäž»èŠãªã¢ããªãã¥ãŒã·ã§ã³åæã®ææ³ãããã€ãèŠãŠãããŸãããã
æåã®æ¥è§Šç¹åææ³
æåã®æ¥è§Šç¹åææ³ã¯ã顧客ãæåã«è§Šãããã£ãã«ã«ãã¹ãŠã®ã¯ã¬ãžãããäžããæ¹æ³ã§ãããã®ææ³ã§ã¯ã顧客æ è¡ã®éå§ç¹ãšãªã£ãããŒã±ãã£ã³ã°æœçã®å¹æãè©äŸ¡ããŸããããã¯ç¹ã«ãæè調æ»ããã©ã³ãã£ã³ã°ãã£ã³ããŒã³ã®å¹æã枬å®ãããå Žåã«æå¹ã§ãã
ãããããã®ææ³ã§ã¯ãè³Œå ¥ã«è³ããŸã§ã«è§Šãããã®ä»ã®ãã£ãã«ã®å¯äžãç¡èŠããŠããŸããããå šäœåãæããã«ã¯äžååãªå ŽåããããŸãã
æåã«æ¥è§ŠããããŒã±ãã£ã³ã°ãã£ãã«ãéèŠã§ããã顧客ã®è³Œå ¥æ±ºå®ã«è³ããŸã§ã®å šäœã®æ è·¯ãç解ããããšãéèŠã§ãã
æåŸã®æ¥è§Šç¹åææ³
æåŸã®æ¥è§Šç¹åææ³ã¯ã顧客ãè³Œå ¥ decisionsããçŽåã«è§ŠããããŒã±ãã£ã³ã°ãã£ãã«ã«ãã¹ãŠã®ã¯ã¬ãžãããäžããã¢ãããŒãã§ãããã®åææ¹æ³ã¯ãçŽæ¥çãªã³ã³ããŒãžã§ã³ãã»ãŒã«ã¹ã¯ããŒãžã³ã°ã«å¯äžãããã£ãã«ãè©äŸ¡ããéã«æå¹ã§ãã
ãããããã®ã¢ãããŒãããŸãã顧客ã®è³Œå ¥æ±ºå®ãžè³ãéçšã§éèŠãªåœ¹å²ãæãããä»ã®æ¥è§Šç¹ãç¡èŠããå¯èœæ§ããããŸããããªãã¡ãæçµçãªã»ãŒã«ã¹ãçã¿åºããŸã§ã«è²¢ç®ãããã¹ãŠã®ãã£ãã«ãå šé¢çã«è©äŸ¡ããããšã¯é£ããã§ãã
顧客ãšã³ã²ãŒãžã¡ã³ãã®å šéçšãææ¡ããããšãåžå Žç°å¢ã«ãããŠãŸããŸãéèŠã«ãªã£ãŠããä»ãæåŸã®æ¥è§Šç¹ã ãã§ãªããå šæ¥è§Šç¹ãç·åçã«åæããå¿ èŠããããŸãã
ç·åœ¢åææ³
ç·åœ¢åææ³ã¯ã顧客ã®è³Œå ¥æ±ºå®ã«è³ããŸã§ã«è§Šãããã¹ãŠã®æ¥è§Šç¹ã«çããã¯ã¬ãžãããåé ããæ¹æ³ã§ãã顧客æ è¡ã®å šéçšãéããŠãåããŒã±ãã£ã³ã°ãã£ãã«ãããããã圱é¿ãåçã«è©äŸ¡ããŸãã
ãã®ã¢ãããŒãã¯ã顧客æ è¡ãäžé£ã®çžäºé¢é£ããã¹ããããšèŠãªããåã¹ããããæçµçãªè³Œå ¥æ±ºå®ã«å¯äžãããšããèãã«åºã¥ããŠããŸãããã®ãããåäžãã£ãã«ã«åã£ãã¯ã¬ãžããã®é åãé¿ããããšãã§ããŸãã
ãããããã¹ãŠã®æ¥è§Šç¹ãçããæ±ããããå®éã«ã¯ãã倧ããªåœ±é¿ãäžãããã£ãã«ãšããã§ãªããã£ãã«ãšãåºå¥ããããšãã§ããŸããããã®ããã现ããæŠç¥èª¿æŽãè¡ãéã«ã¯éçããããŸãã
æéæžè¡°ã¢ãã«
æéæžè¡°ã¢ãã«ã¯ãæéçµéãšå ±ã«åŸã ã«ã¯ã¬ãžãããæžå°ãããŠããæ¹æ³ã§ãè³Œå ¥æ±ºå®ã«è¿ãæ¥è§Šç¹ã»ã©é«ãè©äŸ¡ãäžããŸãããã®ææ³ã§ã¯ã顧客ã®è³Œå ¥æ±ºå®ã«è³ãæçµæ®µéã§ã®ããŒã±ãã£ã³ã°å¹æãéèŠããŸãã
ãã®ã¢ãããŒãã®åŒ·ã¿ã¯ãè³Œå ¥çŽåã®æ¥è§Šç¹ãéèŠã§ããããšãç解ããŠããããã®éèŠæ§ã«åŸã£ãŠã¯ã¬ãžãããåé ããããšã§ããããã«ããã詳现ãªåæãå¯èœã«ãªããå¹ççãªããŒã±ãã£ã³ã°æŠç¥ã®æ§ç¯ã«åœ¹ç«ã¡ãŸãã
ããããªãããæéæžè¡°ã¢ãã«ããè³Œå ¥ããã»ã¹ã®æ©ã段éã§ã®æ¥è§Šã®éèŠæ§ãéå°è©äŸ¡ããåŸåãããã顧客ãšã³ã²ãŒãžã¡ã³ãã®å šäœãææ¡ããããã«ã¯ãä»ã®ã¢ãããŒããšçµã¿åãããå¿ èŠãããå ŽåããããŸãã
ã¢ããªãã¥ãŒã·ã§ã³åæã«ãããããŒã¿åé
å¿ èŠãªããŒã¿ã®çš®é¡
ã¢ããªãã¥ãŒã·ã§ã³åæãè¡ãéã«ã¯ããŸãæ§ã ãªããŒã¿ã®çš®é¡ãåéããããšãéèŠã§ããæãåºæ¬çãªããŒã¿ã¯ãŠãŒã¶ãŒã®æ¥è§Šç¹æ å ±ã§ããããã«ã¯ããŠãŒã¶ãŒãäŒæ¥ã®ãŠã§ããµã€ãã«èšªããæãã¡ãŒã«ãéå°ããæããœãŒã·ã£ã«ã¡ãã£ã¢ã§åºåãã¯ãªãã¯ããæãªã©ã®è¡åããŒã¿ãå«ãŸããŸãã
ãŸãã賌買ããŒã¿ãåé察象ã«å«ãŸããŸãã顧客ãã©ã®è£œåãã©ãã ãã®é »åºŠã§è³Œå ¥ããŠããã®ãããŸãäºåã®æ¥è§Šãã€ã³ããšè³Œè²·è¡åãšã®é¢é£æ§ãªã©ãéèŠãªææšãšãªããŸãããããã®ããŒã¿ãæ£ç¢ºã«åæããããšã§ãããŒã±ãã£ã³ã°ã³ãã¥ãã±ãŒã·ã§ã³ã®å¹æãããæ·±ãç解ããããšãå¯èœã«ãªããŸãã
ããã«ã顧客ã®å±æ§ããŒã¿ããã¢ã°ã©ãã£ãã¯ããŒã¿ãã¢ããªãã¥ãŒã·ã§ã³åæã«ã¯å¿ èŠã§ãã幎霢ãæ§å¥ãå± äœå°ãåå ¥ãªã©ã®æ å ±ãçµ±åããããšã§ãç¹å®ã®é¡§å®¢ã»ã°ã¡ã³ãã«å¯ŸããããŒã±ãã£ã³ã°æœçã®åœ±é¿ããã现ããè©äŸ¡ã§ããããã«ãªããŸãã
ããŒã¿åéã®ããŒã«
ããŒã¿åéã«ã¯ãæ§ã ãªããŒã«ãå©çšã§ããŸããGoogle Analyticsã®ãããªãŠã§ãã¢ããªãã£ã¯ã¹ããŒã«ã¯ããŠãŒã¶ãŒã®ãŠã§ããµã€ã蚪åè¡åã远跡ãã詳现ãªã¬ããŒããæäŸããŠãããŸããããã«ãããç¹å®ã®ããŒã±ãã£ã³ã°æœçããã©ãã£ãã¯ã®å¢å ãã³ã³ããŒãžã§ã³çã®åäžã«ã©ã圱é¿ããŠããããææ¡ã§ããŸãã
CRMïŒCustomer Relationship ManagementïŒã·ã¹ãã ããŸãéèŠãªããŒã¿åéããŒã«ã§ãããããçšããããšã§ã顧客ã®è³Œè²·å±¥æŽãæ¥è§Šå±¥æŽãªã©ã®è©³çŽ°ãªæ å ±ãäžå çã«ç®¡çããåæ察象ã®ããŒã¿ã»ãããæ§ç¯ããããšãå¯èœã«ãªããŸãã
ããã«ããœãŒã·ã£ã«ã¡ãã£ã¢ã®ç£èŠããŒã«ã䜿çšããã°ããã©ã³ãã«é¢ãããªã³ã©ã€ã³ã§ã®èšåããç¹å®ã®åºåãã£ã³ããŒã³ã«å¯ŸãããŠãŒã¶ãŒã®åå¿ããªã¢ã«ã¿ã€ã ã§è¿œè·¡ã§ããŸãããããã®ããŒã«ã®æŽ»çšã«ãããå€è§çãªèŠç¹ããããŒã¿ãåéããåæã®ç²ŸåºŠãé«ããããšãã§ããŸãã
ããŒã¿æŽçã®æ¹æ³
åéããããŒã¿ã¯ãåæã«é©ãã圢åŒã«æŽçããå¿ èŠããããŸããæåã®ã¹ãããã¯ãããŒã¿ã®ã¯ã¬ã³ãžã³ã°ã§ããããã«ã¯ãäžå®å šãªããŒã¿ã®åé€ãã誀ã£ã圢åŒã§å ¥åãããããŒã¿ã®ä¿®æ£ãå«ãŸããŸãã
次ã«ãããŒã¿ã®çµ±åãè¡ãããŸããç°ãªããœãŒã¹ããåéããããŒã¿ãäžã€ã«ãŸãšããäžè²«ãã圢åŒã«æŽããŸããããã¯ãåæã®ä¿¡é Œæ§ãé«ããããã«äžå¯æ¬ ã§ãã
æåŸã«ãããŒã¿ã®ã»ã°ã¡ã³ããŒã·ã§ã³ãéèŠã§ãã顧客ããŒã¿ãç¹å®ã®åºæºã«åºã¥ããŠåé¡ããããšã§ãç¹å®ã®ã»ã°ã¡ã³ãã«å¯ŸããããŒã±ãã£ã³ã°æœçã®å¹æããã詳现ã«åæããããšãå¯èœã«ãªããŸãã
ããŒã¿åæã®èª²é¡
ã¢ããªãã¥ãŒã·ã§ã³åæã§ã¯ã倧éã®ããŒã¿ãæ±ãããããã®åŠçã«ã¯å€ãã®èª²é¡ã䌎ããŸããããŒã¿ã®å質管çã¯ãã®äžã€ã§ãåééçšã§çãããšã©ãŒãäžå®å šãªããŒã¿ãåæçµæã«åœ±é¿ãåãŒãããšããããŸãã
ãŸããç°ãªãããŒã¿ãœãŒã¹éã§ããŒã¿ãäžè²«ããŠããªãå Žåãåæã®ä¿¡é Œæ§ãäœäžããŸããããã«ã¯ãåããŒã¿ãœãŒã¹ã«å¯Ÿããæ·±ãç解ãšãé©åãªããŒã¿æŽçæè¡ãæ±ããããŸãã
ããã«ãæãé©åãªã¢ããªãã¥ãŒã·ã§ã³ã¢ãã«ãéžæããããšã倧ããªèª²é¡ã§ããåäžæ¥è§Šãã€ã³ãã«åºã¥ãã¢ãã«ãããè€æ°æ¥è§Šãã€ã³ããèæ ®ããããè€éãªã¢ãã«ãŸã§ãåæã®ç®çã䜿çšããããŒã¿ã®çš®é¡ã«ãã£ãŠæé©ãªã¢ãã«ãç°ãªããŸãããã®ãããåæè ã¯ããžãã¹ã®ç®æšãšããŒã¿ã®ç¹æ§ãæ£ç¢ºã«ç解ããé©åãªå€æãäžãå¿ èŠããããŸãã
ã¢ããªãã¥ãŒã·ã§ã³åæã®å®è·µæé
ç®æšã®èšå®
ã¢ããªãã¥ãŒã·ã§ã³åæãè¡ãåã«ããŸãæ確ãªç®æšãèšå®ããããšãéèŠã§ãããã®æ®µéã§ãã©ã®ãããªçµæãåŸããã®ããã©ã®é¡§å®¢è¡åã«çŠç¹ãåœãŠãã®ãã決å®ããŸããäŸãã°ããªã³ã©ã€ã³åºåããã®ã³ã³ããŒãžã§ã³çã®åäžãç¹å®ã®ãã£ã³ããŒã³ã®å¹æ枬å®ãªã©ãå ·äœçãªç®æšãå®ããå¿ èŠããããŸãã
ç®æšã®èšå®ã«ã¯ãããžãã¹ã®ããŒããã©ãŒãã³ã¹ã€ã³ãã£ã±ãŒã¿ãŒ(KPI)ãèæ ®ããããšãéèŠã§ããããã«ãããåæã®çµæãããžãã¹æŠç¥ã«ã©ã®ããã«çµã¿èŸŒãããæ確ã«ãªããŸãããŸããçæçãªç®æšãšé·æçãªç®æšã®äž¡æ¹ãèšå®ããããããã«å¯Ÿããã¢ãããŒããèããããšãæå¹ã§ãã
ããã«ãç®æšã®èšå®ã¯ããŒã å šäœã§å ±æããåã¡ã³ããŒãåæã®ç®çãç解ããŠããããšã倧åã§ããããã«ãããé¢é£ããããŒã¿ã®åéãåæã¢ãã«ã®éžå®ã«ãããŠãå šå¡ãåãæ¹åãåããŠå¹ççã«äœæ¥ãé²ããããšãã§ããŸãã
ããŒã¿åéãšæŽç
ç®æšãå®ãŸã£ãåŸã¯ãåæã«å¿ èŠãªããŒã¿ã®åéãšæŽçã«ç§»ããŸããããã§ã¯ããŠã§ããµã€ãã®èšªåããŒã¿ãåºåã¯ãªãã¯ããŒã¿ããœãŒã·ã£ã«ã¡ãã£ã¢ã®ã€ã³ã¿ã©ã¯ã·ã§ã³ãè³Œå ¥å±¥æŽãªã©ãããŸããŸãªé¡§å®¢æ¥ç¹ããããŒã¿ãåéããå¿ èŠããããŸãã
ããŒã¿ã®æŽçã§ã¯ãåéããæ å ±ãæç³»åã§æŽçãã顧客ãã©ã®æ¥ç¹ã§ã©ã®ãããªè¡åããšã£ãããæ確ã«ããŸããããã«ã¯ãããŒã¿ã¯ã¬ã³ãžã³ã°äœæ¥ãå«ãŸããéè€ã誀ã£ãããŒã¿ãæé€ããããšã§ãåæã®ç²ŸåºŠãé«ããããšãæ±ããããŸãã
ãŸãã倧éã®ããŒã¿ãæ±ãäžã§ãå¹ççãªããŒã¿ç®¡çã·ã¹ãã ã®å©çšãäžå¯æ¬ ã§ããCRMãœãããŠã§ã¢ãããŒã¿ãŠã§ã¢ããŠã¹ãå©çšããããšã§ãããŒã¿ã®äžå 管çãå³ããåæäœæ¥ã®å¹çåãå³ãããšãã§ããŸãã
åæã¢ãã«ã®éžå®
åéãããããŒã¿ãåºã«ãã¢ããªãã¥ãŒã·ã§ã³åæã«æé©ãªåæã¢ãã«ãéžå®ããŸããããã§ã¯ããã¡ãŒã¹ãã¯ãªãã¯ã¢ãã«ãã©ã¹ãã¯ãªãã¯ã¢ãã«ãç·åœ¢ã¢ãã«ãæéæžè¡°ã¢ãã«ãªã©ãè€æ°ã®ã¢ãã«ããããžãã¹ã®ç®æšãåæã®ç®çã«åã£ããã®ãéžã¶å¿ èŠããããŸãã
ããšãã°ãæ°èŠé¡§å®¢ã®ç²åŸã«éç¹ã眮ãå Žåã¯ãã¡ãŒã¹ãã¯ãªãã¯ã¢ãã«ãé©ããŠããŸããã顧客è²æããã€ã€ãªãã£ã®åäžã«çŠç¹ãåœãŠãå Žåã¯æéæžè¡°ã¢ãã«ãç·åœ¢ã¢ãã«ãæå¹ã§ããã¢ãã«ã®éžå®ã«ã¯ãéå»ã®ããŒã¿ãæ¥çã®ãã³ãããŒã¯ãåèã«ãããšè¯ãã§ãããã
ãŸããäžã€ã®ã¢ãã«ã ãã§ãªãè€æ°ã®ã¢ãã«ãçµã¿åãããŠå©çšããããšãå¯èœã§ããããããã®ã¢ãã«ãã©ã®ãããªçµæã瀺ãããæ¯èŒæ€èšããå€è§çãªèŠç¹ãã顧客è¡åãåæããããšãéèŠã§ãã
çµæã®è§£éãšæŽ»çš
éžå®ããã¢ããªãã¥ãŒã·ã§ã³ã¢ãã«ãçšããŠåæãè¡ã£ãåŸã¯ããã®çµæã解éããããžãã¹æŠç¥ã«æŽ»çšããŸããåæçµæããã¯ãç¹å®ã®ããŒã±ãã£ã³ã°ãã£ãã«ããã£ã³ããŒã³ã顧客ã®ã³ã³ããŒãžã§ã³ã«ã©ã®çšåºŠè²¢ç®ããŠããããæããã«ãªããŸãã
çµæã®è§£éã«éããŠã¯ããã åã«æ°åãèŠãã ãã§ãªãããªããã®ãããªçµæãšãªã£ãã®ããç解ããããšãéèŠã§ãã顧客ã®è³Œè²·æ è¡äžã®ã©ã®æ®µéã§æã圱é¿åããã£ãã®ããã©ã®ãã£ãã«ãå¹ççã ã£ãã®ãåæããä»åŸã®ããŒã±ãã£ã³ã°æŠç¥ã«åæ ãããŸãã
æçµçã«ã¯ãã¢ããªãã¥ãŒã·ã§ã³åæã®çµæãå šç€ŸçãªããŒã±ãã£ã³ã°æŠç¥ã®æ¹åã«ã€ãªããããšãç®çã§ããåæçµæãå®æçã«ã¬ãã¥ãŒããããŒã±ãã£ã³ã°æŽ»åã®å¹æãæ倧åã§ãããããªãã©ã³ã®èª¿æŽãè¡ã£ãŠããããšã倧åã§ãã
ã¢ããªãã¥ãŒã·ã§ã³åæã®èª²é¡ãšè§£æ±ºç
ããŒã¿ã®æçååé¡
ã¢ããªãã¥ãŒã·ã§ã³åæã«ãããæ倧ã®èª²é¡ã®äžã€ã¯ãããŒã¿ã®æçåã§ãã顧客ã®è³Œè²·è¡åãè€æ°ã®ãã£ãã«ãæ¥ç¹ãçµç±ããçŸä»£ã«ãããŠãããããã®ããŒã¿ãçµ±åããå šäœåãææ¡ããããšãé£ããã®ãçŸç¶ã§ãã
ãã®èª²é¡ã«å¯Ÿãã解決çãšããŠã¯ãçµ±åããŒã¿ãã©ãããã©ãŒã ã®å°å ¥ãæããããŸãã顧客ããŒã¿ãã©ãããã©ãŒã (CDP)ãªã©ãç°ãªãããŒã¿ãœãŒã¹ããã®æ å ±ãäžå 管çãã顧客ã®è¡åãäžè²«ããŠè¿œè·¡ããããšãå¯èœã«ãªããŸãã
ããã«ã人工ç¥èœ(AI)ã掻çšããŠããŒã¿ãèªåã§åæããæçåãããæ å ±ããææ矩ãªã€ã³ãµã€ããåŒãåºãããšãäžã€ã®æ¹æ³ã§ããããã«ãããã¢ããªãã¥ãŒã·ã§ã³åæã®ç²ŸåºŠãé«ããããšãæåŸ ã§ããŸãã
ãã«ãããã€ã¹ã®èª²é¡
çŸä»£ã®æ¶è²»è ã¯ãã¹ããŒããã©ã³ãã¿ãã¬ãããããœã³ã³ãªã©ãè€æ°ã®ããã€ã¹ã䜿ãåããŠæ å ±ãåŸããã賌買ãè¡ã£ããããŸããããããã¢ããªãã¥ãŒã·ã§ã³åæã¯ããããã«ãããã€ã¹ã®äœ¿çšç¶æ³ã远跡ããçµ±åããããšãé£ãããšãã課é¡ããããŸãã
ãã®åé¡ã解決ããããã«ã¯ãã¯ãã¹ããã€ã¹è¿œè·¡æè¡ã®å°å ¥ãæå¹ã§ãããŠãŒã¶ãŒã䜿çšããããã€ã¹éã§äžæã®IDãå ±æãã顧客ã®è¡åãããã€ã¹ãè·šãã§è¿œè·¡ããããšã§ãããæ£ç¢ºãªã¢ããªãã¥ãŒã·ã§ã³åæãå¯èœã«ãªããŸãã
ãŸããã¯ãã¹ããã€ã¹è¿œè·¡ãæ¯æŽãããã©ãããã©ãŒã ãããŒã«ã®æŽ»çšãæå¹ã§ããããã«ãããæ¶è²»è ã®è³Œè²·æ è¡å šäœãããå®å šã«ç解ããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããšãã§ããŸãã
ãã©ã€ãã·ãŒä¿è·
ã¢ããªãã¥ãŒã·ã§ã³åæãè¡ãäžã§ãæ¶è²»è ã®ãã©ã€ãã·ãŒä¿è·ã¯ç¡èŠã§ããªã課é¡ã§ããããŒã¿åéãšè§£æã®éçšã§ãå人æ å ±ä¿è·èŠåã«éµå®ããæ¶è²»è ã®åæãåŸãããšãéèŠãšãªããŸãã
å人ããŒã¿ã®åãæ±ãã«ãããŠã¯ããã©ã€ãã·ãŒããªã·ãŒã®éææ§ã確ä¿ããæ¶è²»è ããã®ä¿¡é ŒãåŸãããšãäžå¯æ¬ ã§ããããŒã¿åéã®ç®çãç¯å²ãä¿ä¿ã®æ¹æ³ãæ確ã«ããæ¶è²»è ã«å¯ŸããŠãããæ å ±ãé瀺ããããšãæ±ããããŸãã
ããã«ããã©ã€ãã·ãŒä¿è·ã®ããã«ãããŒã¿ã®å¿ååãæ¬äŒŒååãªã©ã®æè¡ãé©çšããããšãäžã€ã®è§£æ±ºçã§ããããã«ãããå人ãç¹å®ããããšãªããããŒã±ãã£ã³ã°ã®ç²ŸåºŠãé«ããããšãå¯èœã«ãªããŸãã
åæçµæã®æŽ»çš
ã¢ããªãã¥ãŒã·ã§ã³åæã®çµæãããŒã±ãã£ã³ã°æŠç¥ã«çããããšã¯ããã®æåãå·Šå³ããéèŠãªèŠçŽ ã§ããããããåæçµæãå®éã®æŠç¥ã«ã©ã®ããã«åæ ããããã¯å®¹æã§ã¯ãããŸããã
ãã®èª²é¡ãå æããããã«ã¯ãåæçµæãå ·äœçãªã¢ã¯ã·ã§ã³ãã©ã³ã«èœãšã蟌ã¿ãå®è¡å¯èœãªæŠç¥ãç«æ¡ããããšãå¿ èŠã§ããããã«ã¯ãåæçµæãããããããå¯èŠåããé¢ä¿è å šå¡ãç解ã§ãã圢ã§å ±æããããšãå¹æçã§ãã
ãŸããå®æçã«åæçµæãèŠçŽããæŠç¥ã®èª¿æŽãè¡ãæè»æ§ãéèŠã§ããæ¶è²»è ã®è¡åãåžå Žç°å¢ã¯åžžã«å€åããŠãããããã¢ããªãã¥ãŒã·ã§ã³åæã¯ç¶ç¶çãªããã»ã¹ãšããŠæããæŠç¥ãé©ææŽæ°ããããšãæ±ããããŸãã
ã¢ããªãã¥ãŒã·ã§ã³åæã®æªæ¥
人工ç¥èœã®æŽ»çš
ã¢ããªãã¥ãŒã·ã§ã³åæã®é åã«ãããŠã人工ç¥èœïŒAIïŒã®æŽ»çšãå éããŠãããAIæè¡ãçšããããšã§ãèšå€§ãªããŒã¿ããæå³ã®ãããã¿ãŒã³ãæœåºããããæ£ç¢ºãªé¡§å®¢è¡åã®äºæž¬ãå¯èœã«ãªããããã«ãããããŒã±ãã£ã³ã°æŠç¥ãããç§åŠçã«å°åºã§ããããã«ãªãã
AIã¯é¡§å®¢ã®è¡åãåŸåããªã¢ã«ã¿ã€ã ã§åæãããããŸã§ã«ãªãæ·±ãæŽå¯ãæäŸãããäŸãã°ã顧客ãè³Œå ¥ã決æãããŸã§ã®ãžã£ãŒããŒã«ããããåæ¥ç¹ã®åœ±é¿ãããæ£ç¢ºã«è©äŸ¡ããããšãã§ããã
ããã«ãAIã掻çšããããšã«ãããã¢ããªãã¥ãŒã·ã§ã³ã¢ãã«ã®èªåæé©åãå¯èœã«ãªããããŒã±ãã£ã³ã°ã®å¹çãå€§å¹ ã«åäžãããAIã®é²åãšå ±ã«ãã¢ããªãã¥ãŒã·ã§ã³åæã®æ£ç¢ºæ§ãšå¹çæ§ãé£èºçã«åäžããŠããããã ã
ãã©ãããã©ãŒã éã®çµ±å
çŸåšãæ¶è²»è ã¯æ§ã ãªããã€ã¹ããã©ãããã©ãŒã ã䜿çšããŠæ å ±ãååŸãã賌買掻åãè¡ã£ãŠããããã®ããããã©ãããã©ãŒã éã®çµ±åã¯ãã¢ããªãã¥ãŒã·ã§ã³åæã®æªæ¥ã«ãããŠéèŠãªãã¡ã¯ã¿ãŒãšãªãã
çµ±åãããããŒã¿ãã©ãããã©ãŒã ãå©çšããããšã§ãç°ãªããã©ãããã©ãŒã äžã®è¡åããŒã¿ãäžå çã«åæããããå æ¬çãªé¡§å®¢ç解ãåŸãããšãå¯èœã«ãªããããã«ããããã粟å¯ãªã¢ããªãã¥ãŒã·ã§ã³ã¢ãã«ã®æ§ç¯ãå¯èœã«ãªããããŒã±ãã£ã³ã°ã®ããã©ãŒãã³ã¹ãå€§å¹ ã«åäžãããããšãã§ããã
ãã©ãããã©ãŒã éã®çµ±åã¯æè¡çãªèª²é¡ãå€ããããã®èª²é¡ãå æããããšã§ãäŒæ¥ã¯é¡§å®¢ã®çã®ããŒãºãç解ããããã«å¿ããæé©ãªã³ãã¥ãã±ãŒã·ã§ã³ãå¯èœã«ãªãã
ãªã¢ã«ã¿ã€ã åæã®é²å±
ãªã¢ã«ã¿ã€ã åæã®é²å±ã¯ãã¢ããªãã¥ãŒã·ã§ã³åæã®æªæ¥ã«ãããŠããéèŠãªåœ¹å²ãæããããªã¢ã«ã¿ã€ã ã§ã®ããŒã¿åæã«ãã£ãŠãããŒã±ã¿ãŒã¯é¡§å®¢ã®è¡åããã¬ã³ãã®å€åãå³æã«ææ¡ããçŽ æ©ãæŠç¥ã調æŽããããšãå¯èœã«ãªãã
ãã®ãªã¢ã«ã¿ã€ã åæã®åã掻çšããããšã«ãããããŒã±ãã£ã³ã°æœçã®ã¿ã€ãã³ã°ãã¡ãã»ãŒãžãæé©åãã顧客ãšã³ã²ãŒãžã¡ã³ããé«ããããšãã§ããããŸããå¹æçã§ã¯ãªãæœçãæ©æã«æ€åºãä¿®æ£ããããšãã§ãããããããŒã±ãã£ã³ã°ã®ROIãæ倧åããããšãå¯èœã«ãªãã
æè¡ã®é²åã«ããããªã¢ã«ã¿ã€ã åæã®ç²ŸåºŠãšã¹ããŒãã¯ããã«åäžããããšãæåŸ ããããããã«ããããããã€ãããã¯ã§å¹æçãªããŒã±ãã£ã³ã°æŠç¥ãå®çŸãããã ããã
å人åããŒã±ãã£ã³ã°ãžã®åœ±é¿
ã¢ããªãã¥ãŒã·ã§ã³åæã®æªæ¥ã¯ãå人åããŒã±ãã£ã³ã°æŠç¥ãžã®åœ±é¿ã倧ãããã¢ããªãã¥ãŒã·ã§ã³åæãéããŠåŸãããæŽå¯ãåºã«ãå顧客ã«æé©ãªã¡ãã»ãŒãžãã³ã³ãã³ããæäŸããããšãå¯èœã«ãªãã
ããã«ããã顧客ã®é¢äžåºŠãé«ãããã匷åºãªé¡§å®¢é¢ä¿ãæ§ç¯ããããšãã§ããããŸãã顧客1人1人ã®ããŒãºã«åã£ãããŒã±ãã£ã³ã°ãå®çŸããããšã§ã顧客æºè¶³åºŠãåäžãããé·æçãªãã©ã³ããã€ã€ãªãã£ã®ç¢ºç«ã«ãå¯äžããã
å人åããŒã±ãã£ã³ã°ã®å®çŸã«ã¯ãèšå€§ãªããŒã¿ã®åæãšé«åºŠãªã»ã°ã¡ã³ããŒã·ã§ã³ãå¿ èŠãšãªãããã¢ããªãã¥ãŒã·ã§ã³åæã¯ãããæ¯ããéèŠãªæè¡ãšãªããä»åŸããã¯ãããžãŒã®é²åã«äŒŽããããé«åºŠãªå人åæŠç¥ãå¯èœã«ãªãããšãæåŸ ãããã
ãŸãšã
ã¢ããªãã¥ãŒã·ã§ã³åæã¯ããŒã±ãã£ã³ã°æŠç¥ã®éèŠãªéšåã§ã顧客ã®è³Œå ¥ãŸã§ã®æ ã远跡ããæ§ã ãªæ¥è§Šç¹ã®éèŠæ§ãè©äŸ¡ããŸããããžãã¹ããŒãœã³ãžåããŠãåºæ¬ããå¿çšããããŠæªæ¥ã«è³ããŸã§ã®ã¢ããªãã¥ãŒã·ã§ã³åæã®ãã€ã³ããæããã解説ããŸããããã®åæã«ã¯ãæåã®æ¥è§Šç¹ãæåŸã®æ¥è§Šç¹ãç·åœ¢åæãæéæžè¡°ã¢ãã«ãªã©æ§ã ãªæ¹æ³ããããŸããããŒã¿åéããåæãçµæã®è§£éãŸã§ã®æé ããã«ãããã€ã¹ããã©ã€ãã·ãŒä¿è·ã®èª²é¡ã«å¯ŸåŠããæ¹æ³ãæ¢ããŸãããããã«ãAIã®æŽ»çšããªã¢ã«ã¿ã€ã åæã®é²å±ãšãã£ãæªæ¥ã®å±æãèå¯ããå人åããŒã±ãã£ã³ã°ãžã®åœ±é¿ã«ã觊ããŠããŸãããã®ãŸãšããã¢ããªãã¥ãŒã·ã§ã³åæã®ç解ãšæåãžã®å¿çšã«åœ¹ç«ã€ããšãé¡ã£ãŠããŸãã