顧客ã®ç¶æã¯ããžãã¹æé·ã®éµã§ããããã®ç®æšãéæããããã«ã¯çç·ŽããæŠç¥ãå¿ èŠã§ããããªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ãã¯ã顧客ãšã®é·æçãªé¢ä¿ãç¯ãäžãã圌ããç¹°ãè¿ãããžãã¹ãžæ»ãããæ¹æ³ã§ããä»åã¯ããªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®åºæ¬ããå®è·µæ¹æ³ãŸã§ãããžãã¹ããŒãœã³ãä»ããã«ã§ã掻çšã§ããæ·±ãæŽå¯ãšæŠç¥ããäŒãããŸãããªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®å®çŸ©ã顧客ç¶æã®å¹æãæåèŠå ãå®è·µã¹ãããããããŠé¿ããã¹ããšã©ãŒã«è³ããŸã§ããã®èšäºã§ã¯é¡§å®¢ç¶æãšããžãã¹æé·ã®ããã®å šãŠãç¶²çŸ ããŠããŸãããããã客æ§ãšã®é¢ä¿ã次ã®ã¬ãã«ãžãšåŒãäžããããžãã¹ã®æªæ¥ãæããç §ãããŸãããã
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ãšã¯ïŒ
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®å®çŸ©
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ãšã¯ãæ¢ã«è£œåããµãŒãã¹ãå©çšããããšããã顧客ã察象ãšããç¶ç¶çã«ãã®é¡§å®¢ãä¿æãããã€ã€ãªãã£ã匷åããŠããããŒã±ãã£ã³ã°æŠç¥ã®ããšãæããŸããããã¯ãäžåºŠã®è³Œå ¥ã ãã§ãªããé·æçãªé¡§å®¢é¢ä¿ãç¯ããŠããããšã«éç¹ã眮ããŠããŸããå ·äœçã«ã¯ã顧客æºè¶³åºŠãé«ããåè³Œå ¥ãå£ã³ãã«ããæ°èŠé¡§å®¢ç²åŸãä¿é²ããããšãç®æšã§ãã
ãã®æŠç¥ã¯é¡§å®¢ãšã®é¢ä¿ãæ·±ããããšãç®çãšããã¡ãŒã«ããŒã±ãã£ã³ã°ããã€ã€ãªãã£ããã°ã©ã ãããŒãœãã©ã€ãºãããã³ã³ãã³ãæäŸãªã©å€å²ã«ãããææ³ãçšããããŸãã顧客äžäººã²ãšãã®ããŒãºã«åãããã¢ãããŒããè¡ãããšã§ã顧客æºè¶³åºŠãé«ãŸããçµæãšããŠé·æã«ããã顧客ãšã®é¢ä¿ãç¶æã§ããããã«ãªããŸãã
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã¯ã顧客ã®ã©ã€ãã¿ã€ã ããªã¥ãŒïŒLTVïŒãæ倧åããããšãç®æããŠããŸããLTVãšã¯ã顧客ãäŒæ¥ã«ãšã£ãŠç涯ã«ããã£ãŠçã¿åºãå©çã®æšå®å€ã®ããšã§ã顧客ãé·æéã«ããã£ãŠç¶æããããšã§ããã®LTVãé«ããããšãã§ããŸãã
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®éèŠæ§
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®éèŠæ§ã¯ãæ°èŠé¡§å®¢ç²åŸã«ãããã³ã¹ãã顧客ç¶æã«å¿ èŠãªã³ã¹ãã«æ¯ã¹ãŠéåžžã«é«ãå Žåãå€ããšããç¹ã«ãããŸããå®éã«ãæ¢å顧客ããã®å£²äžã¯æ°èŠé¡§å®¢ã«æ¯ã¹ãŠé«ãåŸåãããã顧客ã®ç¶æã¯åçæ§åäžã«çŽçµããéèŠãªèŠçŽ ã§ãã
ãŸããæºè¶³ãã顧客ã¯ãªããŒãè³Œå ¥ã®å¯èœæ§ãé«ããããã«ã¯å£ã³ãã§ã®å®£äŒå¹æãæåŸ ã§ããŸãããã®ããã«ãæºè¶³åºŠãé«ã顧客ã¯äŒæ¥ã«ãšã£ãŠäŸ¡å€ãããããªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã¯ãã®ãããªé¡§å®¢ãå¢ãããç¶æããããšã«è²¢ç®ããŸãã
ããã«ã競äºãæ¿åããåžå Žã«ãããŠã¯ã顧客ãã€ã€ãªãã£ã®ç¢ºç«ãæåã®éµãšãªããŸãã顧客ã補åããµãŒãã¹ã«å¯ŸããŠé«ããã€ã€ãªãã£ãæã€ããšã§ã競åä»ç€Ÿãšå·®å¥åãå³ããåžå Žã§ã®åªäœæ§ãä¿ã€ããšãã§ããã®ã§ãã
顧客ç¶æã®å¹æ
顧客ç¶æã¯ãå®å®ããåçã確ä¿ããäºæ¥ã®æç¶å¯èœæ§ãé«ããäžã§æ¬ ãããªãèŠçŽ ã§ããç¶ç¶çã«é¡§å®¢ãç¶æããããšã§ãäºæž¬å¯èœãªåçã¹ããªãŒã ãçæããäŒæ¥ã®åçåºç€ã匷åã§ããŸãã
ãŸãã顧客ããŒã¹ãå®å®ããŠãããšãæ°èŠåžå Žãžã®é²åºãæ°ååã®å°å ¥ã容æã«ãªããŸããä¿¡é Œé¢ä¿ãç¯ãããŠãã顧客ãžã®ã¢ãããŒãã¯ãæªç¥ã®é¡§å®¢çŸ€ãã¿ãŒã²ããã«ãããããæåçãé«ããªãããã§ãã
ããã«ã顧客ç¶æã«æåãããšã顧客ããã®ãã£ãŒãããã¯ãããŒã¿ãè±å¯ã«åéã§ãã補åããµãŒãã¹ã®æ¹åãã«ã¹ã¿ãã€ãºã«æŽ»ããããšãã§ããŸããããã«ããã顧客æºè¶³åºŠãããã«åäžãããããšãå¯èœã«ãªããããè¯ã埪ç°ãçãŸããŸãã
ãªãã³ã·ã§ã³ãšã¢ã¯ã€ãžã·ã§ã³ïŒéããç解ãã
ãªãã³ã·ã§ã³ïŒé¡§å®¢ç¶æïŒãšã¢ã¯ã€ãžã·ã§ã³ïŒæ°èŠé¡§å®¢ç²åŸïŒã¯ããã°ãã°å¯Ÿæ¯ãããããŒã±ãã£ã³ã°ã®æŠç¥ã§ããã¢ã¯ã€ãžã·ã§ã³ã¯ãæ°ãã顧客ãåŒãå¯ãã掻åã«çŠç¹ãåœãŠãåžå Žã§ã®ç¥å床ã顧客åºç€ã®æ¡å€§ãç®æããŸããäžæ¹ã§ããªãã³ã·ã§ã³ã¯ããã§ã«è£œåããµãŒãã¹ãè³Œå ¥ããããšããã顧客ãåŒãçããããšã«æ³šåãããããã®é¡§å®¢ããç¶ç¶çã«åçãåŸãããšãç®æããŸãã
ãã®äž¡è ã®éããç解ãããã©ã³ã¹è¯ãçµã¿åãããããšããäºæ¥ã®æé·æŠç¥ã«ãããŠæ¥µããŠéèŠã§ããã¢ã¯ã€ãžã·ã§ã³ã«éäžãããããšã顧客ç¶æãçãã«ãªããã¡ã§ããããªãã³ã·ã§ã³ã«æ³šåããããšã§ãå°æ¥çã«ããå®å®ããåçãèŠèŸŒãããšãã§ããŸãã
æåããããžãã¹ã¯ãæ°èŠé¡§å®¢ã®ç²åŸãç¶ç¶ãã€ã€ãæ¢å顧客ãšã®é¢ä¿ãæ·±ããããšã§ãéèŠãåèµ·ããé·æçãªåçæ§ã確ä¿ããŠããŸãããã®ãããªã¢ãããŒãããããæç¶å¯èœãªæé·ãžã®éãåãéãã«ã®ãšãªãã®ã§ãã
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®æŠç¥
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã¯ãæ¢åã®é¡§å®¢ãç¶æããé·æçãªé¢ä¿ã®æ§ç¯ãç®æãã¢ãããŒãã§ããæ°èŠé¡§å®¢ã®ç²åŸãããã³ã¹ããäœããå¹æçãªå Žåãå€ããããžãã¹ã®æç¶çãªæé·ã«äžå¯æ¬ ãªæŠç¥ãšãããŠããŸãã
ãã®æŠç¥ã®åºæ¬ã¯ã顧客ã®äŸ¡å€ãæ倧åããããšã«ããããã®ããã«ã¯é¡§å®¢ãç解ããé©åãªæã«é©åãªæ¹æ³ã§é¢ããããšãéèŠã§ããå ·äœçãªã¢ãããŒããšããŠã¯ã顧客ã»ã°ã¡ã³ããŒã·ã§ã³ãããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ããã€ã€ã«ãã£ããã°ã©ã ã®èšèšãã¯ãã¹ã»ã«ããã³ã¢ããã»ã«æŠç¥ãªã©ãæããããŸãã
å¹æçãªãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°æŠç¥ãæ§ç¯ããã«ã¯ããããã®ã¢ãããŒããçµã¿åããã顧客ããŒã¿ãåæããªããç¶ç¶çã«æ¹åããŠããããšãéèŠã§ããããã§ã¯ããããã®ã¢ãããŒãã«ã€ããŠå ·äœçã«èŠãŠãããŸãããã
顧客ã»ã°ã¡ã³ããŒã·ã§ã³ã®æŽ»çš
顧客ã»ã°ã¡ã³ããŒã·ã§ã³ã¯ã顧客åºç€ãç¹å®ã®åºæºã§åé¡ããã°ã«ãŒãããšã«ç°ãªãããŒã±ãã£ã³ã°æŠç¥ãå®æœããããã»ã¹ã§ããããã«ãããå顧客ã°ã«ãŒãã®ããŒãºã«åããããµãŒãã¹ãã³ãã¥ãã±ãŒã·ã§ã³ãå¯èœã«ãªããŸãã
ã»ã°ã¡ã³ããŒã·ã§ã³ã§ã¯ã顧客ã®å©çšå±¥æŽãè¡åãã¿ãŒã³ãèå³é¢å¿ãªã©å€å²ã«ãããããŒã¿ãå©çšãããŸãããããã®ããŒã¿ãåæããããšã§ãããžãã¹ã¯ããå¹æçãªãªãã³ã·ã§ã³æŠç¥ãçå®ããããšãã§ããŸãã
äŸãã°ãé«ããã€ã€ã«ãã£ã瀺ã顧客ã°ã«ãŒãã«ã¯ç¹å¥ãªãªãã¡ãŒãæäŸããããšã§ãããã«é¢ä¿ãæ·±ããããšãã§ããŸãããŸããå©çšé »åºŠãäœã顧客ã°ã«ãŒããç¹å®ãã圌ãã«åãšã³ã²ãŒãžã¡ã³ãã®ããã®ç¹å¥ãªãã£ã³ããŒã³ãå±éããããšãå¯èœã§ãã
ããŒãœãã©ã€ãºãã³ãã¥ãã±ãŒã·ã§ã³
ããŒãœãã©ã€ãºãã³ãã¥ãã±ãŒã·ã§ã³ã¯ã顧客äžäººã²ãšãã®ããŒãºãéå»ã®è¡åã«åºã¥ããã«ã¹ã¿ãã€ãºãããã¡ãã»ãŒãžãæäŸããããšã§ããããã«ããã顧客ãšã®é¢ä¿ã匷åãããé·æçãªãã€ã€ã«ãã£ã®æ§ç¯ãæåŸ ã§ããŸãã
ã¡ãŒã«ããŒã±ãã£ã³ã°ããœãŒã·ã£ã«ã¡ãã£ã¢ãã¢ããªã®ããã·ã¥éç¥ãªã©ãæ§ã ãªãã£ãã«ãéããŠããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ãå®æœã§ããŸããéèŠãªã®ã¯ã顧客ããŒã¿ã掻çšããŠããã®äººã«åã£ãå 容ãšã¿ã€ãã³ã°ã§ã¡ãã»ãŒãžãéãããšã§ãã
äŸãã°ãéå»ã®è³Œå ¥å±¥æŽã«åºã¥ããããããååãã¡ãŒã«ã§éããç¹å¥ãªæ¥ïŒèªçæ¥ãèšå¿µæ¥ïŒã«ã«ã¹ã¿ãã€ãºããããªãã¡ãŒãæäŸãããªã©ã顧客ã䟡å€ãæããã¡ãã»ãŒãžãå¹æãçºæ®ããŸãã
ãã€ã€ã«ãã£ããã°ã©ã ã®èšèš
ãã€ã€ã«ãã£ããã°ã©ã ã¯ã顧客ã«å¯ŸããŠç¶ç¶çãªé¢ä¿ãç¶æããããã®å ±é ¬ãã€ã³ã»ã³ãã£ããæäŸãããã®ã§ãããããã¯ã顧客ããªããŒã¿ãŒã«ãªãããšãä¿ãããã©ã³ãã«å¯Ÿããå¿ èª å¿ãé«ããå¹æããããŸãã
å¹æçãªãã€ã€ã«ãã£ããã°ã©ã ãèšèšããã«ã¯ã顧客ã®ããŒãºãšæåŸ ãç解ãã圌ãã«é åãæããŠããããçš®é¡ã®å ±é ¬ãæäŸããããšãéèŠã§ããäŸãã°ããã€ã³ãå¶åºŠãäŒå¡éå®ã®ç¹å¥ãªãã¡ãŒãèªçæ¥ç¹å žãªã©ããããŸãã
ãã®ããã°ã©ã ã®æåã¯ã顧客ãå ±é ¬ãåŸãããã®èŠä»¶ãæ確ã§ãç²åŸãããã€ã³ããç¹å žã容æã«å©çšã§ããããšã«ããã£ãŠããŸãããŸãããã€ã€ã«ãã£ããã°ã©ã ã«ã€ããŠã®é »ç¹ãªã³ãã¥ãã±ãŒã·ã§ã³ããåå ãšç¶ç¶çãªé¢äžãä¿ããŸãã
ã¯ãã¹ã»ã«ãšã¢ããã»ã«æŠç¥
ã¯ãã¹ã»ã«ãšã¢ããã»ã«ã¯ã顧客ã«è¿œå ã®ååããµãŒãã¹ãææ¡ããæŠç¥ã§ãããããã®æŠç¥ã¯ã顧客ã®äŸ¡å€ãé«ããããžãã¹ã®åçæ§ãåäžãããæå¹ãªæ段ãšãªããŸãã
ã¯ãã¹ã»ã«ã§ã¯ã顧客ãçŸåšé¢å¿ãæã£ãŠãã補åããµãŒãã¹ã«å ããŠãé¢é£è£œåãææ¡ããŸããäžæ¹ãã¢ããã»ã«ã§ã¯ã顧客ãæ€èšããŠããååã®äžäœã¢ãã«ãé«äŸ¡æ Œåž¯ã®ååãæšå¥šããŸãã
ãããã®æŠç¥ãæåãããã«ã¯ã顧客ã®è³Œå ¥å±¥æŽã以åã®èå³ãåæããåã ã®é¡§å®¢ã«æãé©ããææ¡ãããããšãéèŠã§ãã顧客ã«ãšã£ãŠã®äŸ¡å€ãæåç·ã«çœ®ããé©åãªã¿ã€ãã³ã°ã§çŽ¹ä»ããããšããææã«ç¹ãããŸãã
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®æåèŠå
é«å質ãªã«ã¹ã¿ããŒãµããŒã
顧客ã®ãã€ã€ãªãã£ãé«ããç¶ç¶çãªããžãã¹ã確å®ã«ããããã«ã¯ãé«å質ãªã«ã¹ã¿ããŒãµããŒããäžå¯æ¬ ã§ãã顧客ãçŽé¢ããåé¡ãè¿ éã«è§£æ±ºãã圌ãã®ããŒãºã«å¯Ÿå¿ããããšã§ãä¿¡é Œé¢ä¿ãæ§ç¯ã§ããŸãã
ãŸããã«ã¹ã¿ããŒãµããŒãã®è³ªã¯ãå£ã³ãã«ããæ°èŠé¡§å®¢ã®ç²åŸã«ãæ·±ã圱é¿ããŸããæºè¶³ãã顧客ã¯ããã®ããžãã£ããªçµéšãä»äººãšå ±æãããã©ã³ãã®è©äŸ¡ãé«ããŸãã
ã«ã¹ã¿ããŒãµããŒãã匷åããããã«ã¯ãå€æ§ãªãã£ãã«ïŒé»è©±ãã¡ãŒã«ããã£ãããªã©ïŒãéããŠã¢ã¯ã»ã¹ãããããµããŒãäœå¶ãæŽããã¹ã¿ããã®æè²ã培åºããããšãéèŠã§ãã
顧客ãšã®é·æçãªé¢ä¿æ§ç¯
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã«ãããŠã顧客ãšã®é·æçãªé¢ä¿æ§ç¯ã¯æåã®éµãæ¡ããŸããå®æçãªã³ãã¥ãã±ãŒã·ã§ã³ãéããŠé¡§å®¢ã®ç涯䟡å€ãæ倧åãããã©ã³ãã®ãã€ã€ãªãã£ãè²æããããšãç®æãããŸãã
ãã®éçšã§ã¯ã顧客ã«ããŒãœãã©ã€ãºãããã³ã³ãã³ãããªãã¡ãŒãæäŸããããšãå¹æçã§ãã顧客ã®éå»ã®è³Œè²·å±¥æŽãè¡åããŒã¿ãåæããŠã圌ããçã«äŸ¡å€ãæããã¡ãã»ãŒãžãéä¿¡ããŸãã
ããã«ã顧客ã«æè¬ããæåã確ç«ããç¹å¥ãªæ¥ïŒäŸãã°ã顧客ã®èªçæ¥ãèšå¿µæ¥ãªã©ïŒã«ãµãã©ã€ãºãæäŸããããšããé¢ä¿ãæ·±ããå¹æçãªæ¹æ³ã§ãã
ãã£ãŒãããã¯ã®åŸ¹åºãšæ¹å
顧客ããã®ãã£ãŒãããã¯ã¯ããªãã³ã·ã§ã³ããŒã±ãã£ã³ã°æŠç¥ãæ¹åãç¶ããããã®è²Žéãªæ å ±æºã§ãã顧客ã®å£°ã«è³ãåŸãããã®ãã£ãŒãããã¯ãäºæ¥ã®æ¹åã«æŽ»ããããšãéèŠã§ãã
ãã£ãŒãããã¯ãåéããæ¹æ³ãšããŠã¯ã顧客æºè¶³åºŠèª¿æ»ãã¬ãã¥ãŒã®ãªã¯ãšã¹ããSNSã§ã®æèŠã®ã¢ãã¿ãªã³ã°ãªã©ããããŸãããããã®ããŒã¿ãåæãã顧客ã®æåŸ ã«å¿ãã察å¿ãè¡ãããšã§ã顧客æºè¶³åºŠãåäžãããããšãã§ããŸãã
ãŸãããã£ãŒãããã¯ãç©æ¥µçã«æ±ããããšã¯ã顧客ãèªèº«ã®æèŠã䟡å€ãæã£ãŠãããšæããããããã圌ãã®ãã©ã³ããžã®ãšã³ã²ãŒãžã¡ã³ããé«ããå¹æããããŸãã
ããŒã¿åæãšé¡§å®¢ç解
å¹æçãªãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ãè¡ãããã«ã¯ã顧客ããŒã¿ã®åæãšæ·±ãç解ãäžå¯æ¬ ã§ãã顧客ã®è¡åã賌買履æŽããã¢ã°ã©ãã£ãã¯æ å ±ãªã©ã®ããŒã¿ã掻çšããŠã顧客ã®ããŒãºãé¢å¿ãæ£ç¢ºã«ææ¡ããŸãã
ããŒã¿åæãéããŠã顧客ã®ã»ã°ã¡ã³ããäœæããããããã®ã°ã«ãŒãã«æé©åãããããŒã±ãã£ã³ã°ã¢ãããŒããå±éããããšãã§ããŸããããã«ãããããŒã±ãã£ã³ã°ã®å¹æãé«ããROIãåäžãããããšãå¯èœã«ãªããŸãã
顧客ç解ãæ·±ããããã«ã¯ãææ°ã®åæããŒã«ãæè¡ã掻çšããããšãéèŠã§ããããã«ããã倧éã®é¡§å®¢ããŒã¿ãè¿ éãã€å¹ççã«åŠçããæçãªã€ã³ãµã€ããåŸãããšãã§ããŸãã
å®è·µããããã®ã¹ããã
ç®æšèšå®ãšKPIã®å®çŸ©
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®åãçµã¿ãå§ããåã«ãäŒæ¥ããã©ã³ããéæãããå ·äœçãªç®æšãèšå®ããŸãããã顧客ã®åè³Œå ¥çã®å¢å ãå®æ賌èªã®ç¶æãªã©ããªãã³ã·ã§ã³ã«é¢ããæ確ãªç®æšãåºç€ãšãªããŸãã
次ã«ããããã®ç®æšãéæãããã©ããã枬å®ããããã®ããŒããã©ãŒãã³ã¹ã€ã³ãã£ã±ãŒã¿ïŒKPIïŒãå®çŸ©ããŸããåè³Œå ¥çã顧客ç涯䟡å€ïŒCLVïŒã顧客æºè¶³åºŠïŒCSATïŒãªã©ãäºæ¥ã«ãšã£ãŠæå³ã®ããææšãéžæããŠãã ããã
ãããã®KPIãèšå®ããããšã§ããªãã³ã·ã§ã³æŠç¥ã®å¹æãå®éçã«æž¬å®ãããããªããéæ床ãææ¡ããããšãå¯èœã«ãªããŸãããŸããç®æšã«åãã£ãŠé²æãå¯èŠåããããšã§ãããŒã ã¡ã³ããŒéã§ã®ã³ãã¥ãã±ãŒã·ã§ã³ãå¹æçã«è¡ããŸãã
æŠç¥ã®èšç»ãšå®è¡
ç®æšãšKPIãå®çŸ©ãããããããéæããããã®æŠç¥ãèšç»ããŸãããã顧客ã®ããŒãœãã©ã€ãºãããäœéšãæäŸããããšããéèŠãªã¿ãããã€ã³ãã§ã®ãšã³ã²ãŒãžã¡ã³ãã匷åããããšãéµãšãªããŸãã
äŸãã°ã顧客ãååè³Œå ¥åŸã«æããåã³ãå¢å¹ ãããããã«ã«ã¹ã¿ãã€ãºããããµã³ã¯ã¹ã¡ãŒã«ãéãã顧客ã®èå³ã«åºã¥ããç¹å¥ãªãã¡ãŒãæ å ±ãæäŸãããå®æçãªã«ã¹ã¿ããŒãµããŒããæäŸããŠçåãäžå®ã解æ¶ãããªã©ã®æ¹æ³ããããŸãã
èšç»ããæŠç¥ãå®è¡ããéçšã§ãæ§ã ãªãã£ã³ãã«ã掻çšãã顧客äžäººã²ãšãã«åãããã³ãã¥ãã±ãŒã·ã§ã³ãè¡ããŸããããã«ããã顧客ã®ãã€ã€ã«ãã£ãé«ããé·æçãªé¢ä¿ãç¯ãããã®åºç€ã匷åããããšãã§ããŸãã
å¹æ枬å®ãšåæ
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°æŠç¥ãå®æœããåŸã¯ãå®çŸ©ããKPIãçšããŠãã®å¹æã枬å®ããŸãããã®æ®µéã§ãããŒã¿åæããŒã«ã掻çšããå®éã®ææã詳现ã«åæããŸãããã
äŸãã°ãåè³Œå ¥çãç®æšã«å¯ŸããŠã©ã®çšåºŠéæã§ãããã顧客ç涯䟡å€ãã©ã®ããã«å€åããããªã©ãå ·äœçãªKPIã®å€åã確èªããŸããããã«ãããæŠç¥ã®ã©ã®éšåãããŸããã£ãŠããã®ãããŸãã©ããæ¹åãã¹ããã®æããããåŸãããŸãã
ããã«ã顧客ããã®ãã£ãŒãããã¯ãç©æ¥µçã«åéããããã次ã®æŠç¥èšç»ã«æŽ»ããããšã倧åã§ãã顧客ã®å£°ãèãã圌ãã®æåŸ ã«å¿ããããšã§ãæŽãªã顧客æºè¶³ãšãªãã³ã·ã§ã³ã®åäžãæåŸ ã§ããŸãã
æŠç¥ã®èª¿æŽãšæé©å
å¹æ枬å®ãšåæãå ã«ããªãã³ã·ã§ã³ããŒã±ãã£ã³ã°æŠç¥ã®èª¿æŽãšæé©åãè¡ããŸããåžå Žã®å€åã顧客ã®ããŒãºã®å€åã«å¯Ÿå¿ãããããæŠç¥ã¯åžžã«é²åãããå¿ èŠããããŸãã
ããšãã°ãæ°ãã顧客ã»ã°ã¡ã³ããçŸããå Žåãããã«åãããŠã³ãã¥ãã±ãŒã·ã§ã³æŠç¥ããªãã¡ãŒã調æŽããããšãæ±ããããŸãããŸããæ°ããªé¡§å®¢ã€ã³ãµã€ããåŸãããå Žåã«ã¯ãããã掻çšããŠããããŒãœãã©ã€ãºãããäœéšãæäŸããããšã倧åã§ãã
ãã®ç¶ç¶çãªæé©åããã»ã¹ãéããŠãäŒæ¥ã¯é¡§å®¢ãšã®é¢ä¿ãããæ·±ããé·æçã«äŸ¡å€ãæäŸãç¶ããããšãå¯èœã«ãªããŸããçµæãšããŠã顧客ãªãã³ã·ã§ã³ã®åäžã ãã§ãªãããã©ã³ãã®å¿ èª å¿ãé«ããããšã«ãç¹ãããŸãã
ãšã©ãŒãé¿ããããã®ã³ã
顧客ã®éè² è·ãé¿ãã
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®æåã®éµã¯ã顧客ãšã®é©åãªé¢ä¿æ§ç¯ã«ãããŸããå€ãã®äŒæ¥ãé¥ããã¡ãªã®ã¯ã顧客ã«å¯ŸããŠæ å ±ãéå€ã«éãã€ããããšã§ããå®æçãªæ å ±æäŸã¯éèŠã§ããã顧客ãæãæ å ±ãããå€ããæäŸããããã°ãããã¯éå¹æã«ãªããŸãã
æ å ±éå€ãé¿ããããã«ã¯ã顧客ãèå³ãæã£ãŠããå 容ã ããæäŸããããšãéèŠã§ããããã«ã¯ã顧客ã®èå³é¢å¿ãè¡åãã¿ãŒã³ãåæããŠãããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ãè¡ãããšãæå¹ã§ããããã«ã¯ãææ°ã®ããŒã±ãã£ã³ã°ãªãŒãã¡ãŒã·ã§ã³ããŒã«ã掻çšãããšè¯ãã§ãããã
ãŸãã顧客ããã®ãã£ãŒãããã¯ãç©æ¥µçã«åéããããããµãŒãã¹åäžã®ããã«åœ¹ç«ãŠãããšã倧åã§ãã顧客ãèªåã®å£°ãäŒæ¥ã«å±ããŠãããšæããã°ããã匷ãä¿¡é Œé¢ä¿ãç¯ããã¯ãã§ãã
äžé©åãªã³ãã¥ãã±ãŒã·ã§ã³ææ³
ã¡ãŒã«ãSNSãã¢ããªéç¥ãªã©ã顧客ã«ãªãŒãããããã®æ段ã¯å€å²ã«ããããŸããããããããããã®é¡§å®¢ãã©ã®ã³ãã¥ãã±ãŒã·ã§ã³ãã£ãã«ã奜ããã¯ç°ãªããŸããäžåŸã®ææ³ãé©çšãããšãäžé©åãšæãã顧客ãåºãŠããå¯èœæ§ããããŸãã
é©åãªã³ãã¥ãã±ãŒã·ã§ã³ææ³ãéžæããã«ã¯ããŸã顧客ã®å¥œã¿ãå©çšç¶æ³ãææ¡ããããšãéèŠã§ãã顧客ããŒã¿ãåæããŠãã©ã®ãã£ãã«ãæãå¹æçããèŠæ¥µããã¹ãã§ãããŸãã顧客ã«çŽæ¥å°ããããšãäžã€ã®æ段ã§ãã
ææ³ã®éžå®ã ãã§ã¯ãªããã³ã³ãã³ãã®è³ªã«ãæ°ãé ãå¿ èŠããããŸããã©ããªã«é©åãªãã£ãã«ãéžãã ãšããŠããã³ã³ãã³ããé åçã§ãªããã°é¡§å®¢ã®å¿ãæŽãããšã¯ã§ããŸãããåžžã«é¡§å®¢ç®ç·ã§ã圹ç«ã€æ å ±ãé¢çœãå 容ãæäŸããããå¿ãããŸãããã
ããŒã¿ã®èª€çš
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã«ãããŠã顧客ããŒã¿ã¯éåžžã«éèŠãªè³æºã§ããããããããŒã¿ã®èª€è§£èªããé©åã§ãªãæ¹æ³ã§ã®äœ¿çšã¯ãé¡§å®¢ä¿¡é Œã®å€±å¢ãæããããŸãããããŒã¿ãã©ã€ãã·ãŒãžã®é æ ®ã¯ãä»æ¥ã®ããžãã¹ã«ãããŠå¿ é ã®èŠä»¶ã§ãã
顧客ããŒã¿ãåãæ±ãäžã§æã倧åãªã®ã¯ãéææ§ãšåæã§ãã顧客ããããŒã¿ãåéããéã¯ãã©ã®ãããªç®çã§äœ¿çšãããããæ確ã«ãããã®åæãåŸãããšãéèŠã§ãããŸããåéããããŒã¿ã¯ç®çã«å¿ããŠã®ã¿äœ¿çšããã»ãã¥ãªãã£ãä¿è·ããããšãå¿ããŠã¯ãªããŸããã
å ããŠãåæããããŒã¿ãé©åã«æŽ»çšããã«ã¯ãããã顧客ãžã®äŸ¡å€æäŸã«ã€ãªãã£ãŠããããåžžã«èªåèªçããããšãå¿ èŠã§ããããŒã¿ã¯ãããŸã§æ段ã§ãããæçµçãªç®çã¯é¡§å®¢ã®æåŸ ãè¶ ãã䟡å€ãæäŸããããšã«ãããŸãã
ææ枬å®ã®èª€ã
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®å¹æãæ£ç¢ºã«æž¬å®ããããšã¯ãç¶ç¶çãªæ¹åã®ããã«äžå¯æ¬ ã§ãããã ããäžé©åãªææšãçšããŠææã枬å®ããŠããŸããšã誀ã£ãæ¹åæ§ã«å°ããããªã¹ã¯ããããŸãã
ææ枬å®ã®ããã«ã¯ãäºæ¥ç®æšã«çŽçµããKPIïŒéèŠæ¥çžŸè©äŸ¡ææšïŒãèšå®ããããšãéèŠã§ãã顧客æºè¶³åºŠã顧客ç涯䟡å€ïŒCLVïŒããªããŒãçãªã©ãå ·äœçãªããžãã¹ãŽãŒã«ã«å¯ŸããŠæå³ã®ããææšãéžã¶å¿ èŠããããŸãã
ãŸããããŒã¿ã®å®æçãªã¬ãã¥ãŒãšåæãè¡ããæœçã®å¹æãèŠæ¥µããããšã倧åã§ããäœãããŸããã£ãŠããã®ããã©ã®æŠç¥ãæåŸ ããææãçãã§ããªãã®ããç解ããæŠç¥ãèŠçŽãããšã§ããªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®æåã«ã€ãªãããŸãã
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®å°æ¥æ§
ãã¯ãããžãŒãšã®é£æº
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®æªæ¥ã¯ããã¯ãããžãŒãšã®åŒ·åãªé£æºã«å€§ããäŸåããŠããŸããããŒã¿è§£æããŒã«ãAIãšãã£ãæè¡ã¯ã顧客ããŒã¿ã粟床é«ãåæããåã ã®é¡§å®¢ããŒãºã«åãããã«ã¹ã¿ãã€ãºãããããŒã±ãã£ã³ã°æŠç¥ãå±éããããšãå¯èœã«ããŸããã
CRMïŒCustomer Relationship ManagementïŒã·ã¹ãã ã®é²åã¯ç¹ã«æ³šç®ã«å€ããŸãããããã®ã·ã¹ãã ã¯é¡§å®¢æ å ±ãäžå åãã顧客ãšã®ããåããåå¥ã«æé©åããããæ·±ãé¢ä¿ãç¯ãããšãå©ããŸããããã«ããã顧客æºè¶³åºŠã®åäžã ãã§ãªãããªãã³ã·ã§ã³çã®åäžãæåŸ ã§ããã®ã§ãã
ãŸããããŒã±ãã£ã³ã°ãªãŒãã¡ãŒã·ã§ã³ããŒã«ã®æŽ»çšã«ãããå¹æçãªãªãã³ã·ã§ã³æŠç¥ã®èªååãå¯èœã«ãªããŸããããã«ãããæéãšã³ã¹ããç¯çŽãã€ã€ã顧客ãšã³ã²ãŒãžã¡ã³ããé«ããããšãã§ããã®ã§ãã
æ¶è²»è è¡åã®å€åãžã®é©å¿
æ¶è²»è ã®è¡åã¯åžžã«å€åããŠãããããã«äŒŽãããŒã±ãã£ã³ã°æŠç¥ãé²åãç¶ããå¿ èŠããããŸãããªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã§ã¯ã顧客ã®è¡åãå奜ã®å€åãè¿ éã«ãã£ããããããã«åãããæœçãæã¡åºãããšãæ±ããããŸãã
ãœãŒã·ã£ã«ã¡ãã£ã¢ã®æ®åã«ãããæ¶è²»è ãšãã©ã³ãã®ããåãã¯ä»¥åãšæ¯ã¹ãŠããé »ç¹ãã€ãªãŒãã³ãªãã®ãšãªããŸããããã®ãããªãã©ãããã©ãŒã äžã§ã®ç©æ¥µçãªã³ãã¥ãã±ãŒã·ã§ã³ã¯ã匷åºãªé¡§å®¢åºç€ã®æ§ç¯ã«äžå¯æ¬ ã§ãã
ããžã¿ã«äžçã§ã®è¡åãã¬ã³ããç解ãããããããŒã±ãã£ã³ã°æŠç¥ã«åãå ¥ããããšã§ã顧客ãæ±ãã䟡å€ãæäŸãç¶ããããšãã§ããŸããããã¯ã顧客ã®ãã€ã€ãªãã£ã確ä¿ãããªããŒãè³Œå ¥ãä¿ãéµãšãªããŸãã
æç¶å¯èœãªããžãã¹ã¢ãã«
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã®æåã¯ãé·æçãªèŠç¹ãæã£ãŠåãçµãããšãèå¿ã§ããæç¶å¯èœãªããžãã¹ã¢ãã«ãæ§ç¯ããããšã¯ãäŒæ¥ã«ãšã£ãŠéèŠãªç®æšãšãªããŸãã顧客ãç²åŸããããšä»¥äžã«ã圌ããç¶æãç¶ããããšã«ãã©ãŒã«ã¹ããå¿ èŠããããŸãã
ãšã³ã·ã¹ãã ããŒã±ãã£ã³ã°ã®æŽ»çšã¯ã顧客ããã©ã³ãã®äžçã«æ·±ãçµã³ã€ããæå¹ãªæ段ã§ãã顧客ã«å¯ŸããŠäžè²«ãã䟡å€æäŸãè¡ããè€æ°ã®æ¥ç¹ã§ã®é¢ä¿åŒ·åãå³ãããšã§ãé·æçãªé¡§å®¢ãã€ã€ãªãã£ãæ§ç¯ããããšãå¯èœã§ãã
ãŸãã顧客ãã£ãŒãããã¯ã®ç©æ¥µçãªåã蟌ã¿ãšããã«åºã¥ãããµãŒãã¹æ¹åã¯ã顧客æºè¶³åºŠã®åäžãšãªãã³ã·ã§ã³çã®åäžã«çŽçµããŸãã顧客ãçã«æ±ããŠããããšã«å¿ãç¶ããããšããããžãã¹ã®é·æçãªæåãžã®éã§ãã
é©æ°çãªãªãã³ã·ã§ã³æŠç¥
åžå Žã飜åç¶æ ã«è¿ã¥ãäžã§ãé©æ°çãªãªãã³ã·ã§ã³æŠç¥ãéçºããããšããäŒæ¥ã«ãšã£ãŠãŸããŸãéèŠã«ãªã£ãŠããŸããåŸæ¥ã®æ¹æ³ã«å ããæ°ããã¢ã€ãã¢ããã¯ãããžãŒã®å°å ¥ãæ±ããããŸãã
äŸãã°ãã²ãŒããã£ã±ãŒã·ã§ã³ã®èŠçŽ ãåãå ¥ãããã€ã€ãªãã£ããã°ã©ã ã¯ã顧客ã®é¢äžãé«ããé·æéã«ããããã©ã³ããžã®èå³ã»é¢å¿ãç¶æããå¹æçãªæ¹æ³ã§ãããã€ã³ãã·ã¹ãã ããªã¯ãŒãããããžãªã©ãéããŠã顧客ã®è¡åãããžãã£ãã«ä¿ãããªãã³ã·ã§ã³ãå³ããŸãã
ãŸããããŒãœãã©ã€ãºãããã³ã³ãã³ãããªãã¡ãŒã®æäŸãããªãã³ã·ã§ã³æŠç¥ã«ãããŠéèŠã§ãã顧客äžäººã²ãšãã®å奜ãšè¡åããŒã¿ãåæããããã«å¿ããã¡ãã»ãŒãžãéãããšã§ã顧客ãç¹å¥æãæãããã£ãããäœããŸããããã¯ã顧客ã®é¢å¿ãåŒãç¶ãç¶æããé·æçãªé¢ä¿æ§ç¯ã«å¯äžããŸãã
ãŸãšã
ãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã¯ãæ¢åã®é¡§å®¢ãç¶æããé·æçãªé¢ä¿ãç¯ãããšãç®æããŸãããã®ã¢ãããŒãã¯ãæ°èŠé¡§å®¢ç²åŸãããã³ã¹ãå¹çãè¯ããããžãã¹ã®æç¶å¯èœãªæé·ãä¿é²ããŸããæåã®ã«ã®ã¯ã顧客ã»ã°ã¡ã³ããŒã·ã§ã³ãããŒãœãã©ã€ãºãã³ãã¥ãã±ãŒã·ã§ã³ããã€ã€ã«ãã£ããã°ã©ã ã®èšèšãªã©ãéããŠã顧客ã®æåŸ ãè¶ ããããšã«ãããŸãããŸããé«å質ãªã«ã¹ã¿ããŒãµããŒãããã£ãŒãããã¯ãžã®å¯Ÿå¿ãããŒã¿åæãå©çšãã顧客ç解ãéèŠã§ããå®è·µã«åœãã£ãŠã¯ãæ確ãªç®æšèšå®ãæŠç¥ã®èšç»ãšå®è¡ãå¹æ枬å®ãšãã®åæããããŠå¿ èŠã«å¿ããæŠç¥ã®èª¿æŽãå¿ é ã§ãããŸãã顧客ã®éè² è·ãäžé©åãªã³ãã¥ãã±ãŒã·ã§ã³ãããŒã¿ã®èª€çšãææ枬å®ã®èª€ããé¿ããããšãããšã©ãŒã®åé¿ã«ç¹ãããŸããå°æ¥æ§ãšããŠã¯ããã¯ãããžãŒãšã®é£æºãæ¶è²»è è¡åã®å€åãžã®é©å¿ãããŒãã€ã³ãã«ãªããŸããå¹æçãªãªãã³ã·ã§ã³ããŒã±ãã£ã³ã°ã¯ãããžãã¹ããŒãœã³ã«ãšã£ãŠäžå¯æ¬ ãªæŠç¥ã§ããããã®åºæ¬ãšå®è·µæ¹æ³ãç解ããããšãæåãžã®ç¬¬äžæ©ã§ãã