æ代ãšå ±ã«ããžãã¹ã¢ãã«ã¯é²åããäŒæ¥ã¯é¡§å®¢ç²åŸãšåçæ§ã®åäžã«æ°ããã¢ãããŒããæ±ããŠããŸããããã§æ³šç®ãéããã®ãããããã¯ãã¬ããã°ããŒã¹ïŒPLGïŒæŠç¥ãã§ãããã®æŠç¥ã¯è£œåèªäœã顧客ç²åŸã®äž»åœ¹ãšãªãããšã§ãããŒã±ãã£ã³ã°ãå¶æ¥ã®äŒçµ±ç圹å²ãå€é©ãããã®ã§ããæ¬èšäºã§ã¯ãPLGæŠç¥ã®åºæ¬æŠèŠãããã®éèŠæ§ãæåèŠå ã«è³ããŸã§ã解説ããå®è·µã®ããã®ãã¬ãŒã ã¯ãŒã¯ãšå ·äœçãªã¢ãã«ãæäŸããŸããããã«ãæŠç¥å®è¡æã®äž»èŠãªKPIãšèª²é¡ã®å ææ¹æ³ã玹ä»ããããžãã¹ããŒãœã³ã顧客ç²åŸã³ã¹ãã®åæžã顧客æºè¶³åºŠã®åäžãåžå Žé©å¿æ§ã®åŒ·åãå®çŸããããã®ã¬ã€ããšããŸãããã®å æ¬çãªèŠç¹ããPLGæŠç¥ãæããããªãã®ããžãã¹ã«é©æ°ããããããŸãããã
PLGæŠç¥ãšã¯ïŒåºæ¬æŠèŠ
PLGæŠç¥ã®å®çŸ©ãšã¯äœã
PLGæŠç¥ããŸãã¯ãããã¯ãã¬ããã°ããŒã¹æŠç¥ã¯ã補åãã®ãã®ãæåç·ã§é¡§å®¢ç²åŸããæ¡å€§ãç¶æã«è³ããŸã§ã®ããã»ã¹ãäž»å°ããææ³ã§ãããã®æŠç¥ã§ã¯ã補åã®äŸ¡å€ææ¡ãèªæã§ãããããå£ã³ãã補åã®äœ¿çšäœéšãéããŠèªç¶ãšãŠãŒã¶ãŒããŒã¹ãæ¡å€§ããŸããããŒã±ãã£ã³ã°ãå¶æ¥æŠç¥ãããã補åéçºãšãŠãŒã¶ãŒäœéšã®æé©åãäžå¿ãšãªããŸãã
å ·äœçã«ã¯ãå©çšè ã補åãç¡æã§è©Šãããšãåºæ¥ããã®åŸã補åã®äŸ¡å€ã«æºè¶³ããå Žåã«ã®ã¿ãããè±å¯ãªæ©èœããµãŒãã¹ãæäŸããææçã«ã¢ããã°ã¬ãŒãããæµããç¹åŸŽã§ãããã®ææ³ã¯ãåªãã補åãæã£ãŠãããåºåãäŒçµ±çãªããŒã±ãã£ã³ã°ã«å€§ããªäºç®ãå²ãåœãŠãããªãäŒæ¥ã«ãšã£ãŠãç¹ã«äŸ¡å€ããããŸãã
ãŸãããã®æŠç¥ã¯è£œåã®å質ãšãŠãŒã¶ãŒäœéšã«å€§ããäŸåããŠããããŠãŒã¶ãŒããã®ãã£ãŒãããã¯ã補åéçºã«è¿ éã«åæ ãããæç¶çã«è£œåãæ¹è¯ãç¶ããå¿ èŠãããããšãæå³ããŸãã
PLGæŠç¥ã®æŽå²ãšé²å
PLGæŠç¥ã¯ããœãããŠã§ã¢ç£æ¥ã®äžã§ããæ°å¹Žã§æ¥éã«åºãããŸãããããšããšã¯ãSaaS(ãœãããŠã§ã¢ã»ã¢ãºã»ã¢ã»ãµãŒãã¹)äŒæ¥ã顧客ç²åŸè²»çšãåæžããæ段ãšããŠæ¡çšãå§ããææ³ã§ããåŸæ¥ã®å¶æ¥äž»å°ã®æé·ã¢ãã«ãšæ¯èŒããŠãPLGã¯è£œåäžå¿ã®ã¢ãããŒãããšãããšã§ããŠãŒã¶ãŒããŒã¹ã®æ¡å€§ãå éããŸããã
æéãçµã€ã«ã€ããŠããã®æŠç¥ã¯å€ãã®äŒæ¥ã«ãšã£ãŠæå¹ãªã¢ãã«ã§ããããšã蚌æãããæ§ã ãªæ¥çãžãšæ¡ãã£ãŠãããŸãããçŸåšã§ã¯ãæ¶è²»è åãã¢ããªãããšã³ã¿ãŒãã©ã€ãºãœãªã¥ãŒã·ã§ã³ã«è³ããŸã§ãå¹ åºã補åã§PLGæŠç¥ãèŠãããŸãã
æè¡ã®é²åãšå ±ã«ããŠãŒã¶ãŒã®æåŸ ãé«ãŸãã補åäœéšã®éèŠæ§ãããã«å¢ããŠããŸããããã«å¿ãããããäŒæ¥ã¯PLGæŠç¥ã«ãããŠãé©æ°ãç¶ããŠãããAIãæ©æ¢°åŠç¿ãããŒã¿åæãå©çšããŠè£œåäœéšãããããŒãœãã©ã€ãºãããŠãŒã¶ãŒãšã³ã²ãŒãžã¡ã³ããåäžãããè©Šã¿ãè¡ãããŠããŸãã
PLGæŠç¥ã泚ç®ãããçç±
PLGæŠç¥ã泚ç®ãããäž»ãªçç±ã®äžã€ã¯ã顧客ç²åŸè²»çšã®åæžã§ããåŸæ¥ã®ããŒã±ãã£ã³ã°ãå¶æ¥äž»å°ã®ã¢ãããŒãã¯é«é¡ãªåºåè²»ã人件費ãå¿ èŠãšããŸãããPLGæŠç¥ã§ã¯è£œåèªäœããªãŒããçæããæ¡å€§ãä¿é²ãããããããã³ã¹ãå¹çãè¯ããšãããŠããŸãã
ãŸãããŠãŒã¶ãŒã«è£œåãçŽæ¥è©ŠããŠãããããšã§ãããé«ããšã³ã²ãŒãžã¡ã³ããšè£œåãžã®æºè¶³åºŠãåŸãããç¹ãé åã§ãã補åã®äŸ¡å€ãèªç¶ã«ç解ããŠãããããšãã§ããææåãžã®ç§»è¡ãã¹ã ãŒãºã«ãªããŸãã
ããã«ã補åã®ç¶ç¶çãªæ¹åãšã€ã³ãµã€ãã®ç²åŸãå¯èœã§ãããŠãŒã¶ãŒããã®çŽæ¥çãªãã£ãŒãããã¯ã補åéçºã«æŽ»çšã§ãããããåžå Žã®ããŒãºã«åãããè¿ éãªè£œåæ¹åãè¡ãã顧客æºè¶³åºŠã®åäžã«çŽçµããŸãã
PLGæŠç¥ã®åºæ¬åå
PLGæŠç¥ãæåãããããã®åºæ¬ååã«ã¯ããã€ããããŸãããŸã第äžã«ããŠãŒã¶ãŒäžå¿ã®è£œåéçºãæããããŸãã補åã®èšèšãšéçºã¯ãåžžã«ãšã³ããŠãŒã¶ãŒã®ããŒãºãšäœéšãæåªå ã«èããã¹ãã§ãããã®ã¢ãããŒãã«ããããŠãŒã¶ãŒãçŽæçã«äŸ¡å€ãèªèã§ãã補åãçã¿åºãããšãã§ããŸãã
次ã«éèŠãªã®ã¯ãéææ§ã®ãã䟡å€ææ¡ã§ãããŠãŒã¶ãŒã補åãè©Šãããã®äŸ¡å€ã確èªã§ãããããåæ段éã§ç¡æãŸãã¯ãã©ã€ã¢ã«çãæäŸããæ確ãã€é åçãªäŸ¡å€ææ¡ãè¡ãããšãéèŠã§ãã
ãŸãããã£ãŒãããã¯ã«ãŒãã®æŽ»çšãæ¬ ãããŸããããŠãŒã¶ãŒããã®ãã£ãŒãããã¯ãè¿ éã«åéãã補åã®æ¹è¯ã«æŽ»ããããšã§ããŠãŒã¶ãŒã®æºè¶³ãç¶ç¶çã«é«ãã補åã®åžå Žé©åæ§ãåäžãããŸãã
PLGæŠç¥ã®éèŠæ§ãšããžãã¹ãžã®åœ±é¿
ãããã¯ãã¬ããã°ããŒã¹ïŒPLGïŒæŠç¥ã¯ã補åèªäœããŠãŒã¶ãŒç²åŸãä¿é²ãæ¡å€§ã®äž»å°æš©ãæ¡ãããžãã¹ã¢ãã«ã§ãããã®æŠç¥ã¯ã顧客ãçã«å¿ èŠãšãã䟡å€ãæäŸããããšã«çŠç¹ãåœãŠã顧客äœéšãæåç·ã«çœ®ããŸããPLGæŠç¥ãããžãã¹ã«ãããã圱é¿ã¯èšãç¥ããŸããããããã§ã¯ãã®éèŠæ§ãšåœ±é¿ã«ã€ããŠè©³ããè¿°ã¹ãŸãã
顧客ç²åŸã³ã¹ã(CAC)ã®åæž
PLGæŠç¥ã¯ã補åèªäœãããŒã±ãã£ã³ã°ã®äžå¿ãšããããšã§ãäŒçµ±çãªããŒã±ãã£ã³ã°ææ³ã«æ¯ã¹ãŠé¡§å®¢ç²åŸã³ã¹ããå€§å¹ ã«åæžããŸãã補åã®é åãšå£ã³ãã«ãã£ãŠèªç¶ãšé¡§å®¢ãåŒãå¯ãããããããåºåè²»çšã販売ä¿é²æŽ»åã«ãããè²»çšãåæžãããŸãã
ãŸããé«å質ãªè£œåäœéšãæäŸããããšã§ããŠãŒã¶ãŒã補åã«é¢ããæ å ±ãèªçºçã«å ±æãããããªããæ°èŠé¡§å®¢ã®ç²åŸãä¿é²ãããŸãããã®ããã»ã¹ã¯ãCACã®ãããªãåæžã«çŽçµããŸãã
ããã«ãPLGæŠç¥ã«ãã匷åããã補åã¯ã顧客ã«çŽæ¥äŸ¡å€ãæäŸãããããäŒçµ±çãªã»ãŒã«ã¹ææ³ã«äŸåããããšãªããæç¶çãªæé·ãå¯èœã«ãªããŸãã
顧客æºè¶³åºŠã®åäžãšè£œåæçã®åŒ·å
ãŠãŒã¶ãŒäžå¿ã®PLGæŠç¥ã¯ã顧客æºè¶³åºŠã®åäžã«äžå¯æ¬ ã§ãã補åãçŽé¢ããåé¡ãæ¬è³ªçã«è§£æ±ºããããšã«éç¹ã眮ãããšã§ããŠãŒã¶ãŒã®æåŸ ãè¶ ããäœéšãå®çŸããŸããããã«ããã顧客ã®è£œåæçã匷åãããŸãã
補åã®å©çšã顧客ã®æåã«çŽçµããŠãããšæããããšã§ã顧客ã¯èªç¶ãšè£œåã®æšèŠè ãšãªããŸãããã®ãããªããžãã£ããªãã£ãŒãããã¯ã«ãŒãã¯ã補åã®ä¿¡é Œæ§ãåäžãããé·æçãªé¡§å®¢é¢ä¿ãç¯ãããšã«å¯äžããŸãã
ãŸãã補åã®æ¹åãšçºå±ãåžžã«é¡§å®¢ã®ãã£ãŒãããã¯ã«åºã¥ããŠè¡ãããšã§ã補åãšãŠãŒã¶ãŒã®éã«åŒ·ãäžäœæãçãŸãã顧客æºè¶³åºŠãããã«åäžããŸãã
åçæ§ã®åäž
PLGæŠç¥ã«ãã顧客ç²åŸã³ã¹ãã®åæžãšé¡§å®¢æºè¶³åºŠã®åäžã¯ãçŽæ¥çã«äŒæ¥ã®åçæ§ã®åäžã«ç¹ãããŸããäœãCACã§ç²åŸãã顧客ã補åã«é·ãçãŸããå®æçã«åçãçã¿åºãããšã§ãæç¶çãªåçæé·ãå®çŸããŸãã
ãŸãã匷ã補åæçã«ãã顧客ã®ãã€ã€ã«ãã£ã¯ãã¢ããã»ã«ãã¯ãã¹ã»ã«ã®æ©äŒãå¢ããã顧客ã©ã€ãã¿ã€ã ããªã¥ãŒïŒCLVïŒã®æ倧åã«è²¢ç®ããŸããããã¯ãåçæ§ã®ãããªãåäžãæå³ããŸãã
顧客äœéšã®æ¹åãç¶ç¶çãªè£œåæ¹è¯ãä¿ãããšã§ãäŒæ¥ã¯ããå¹ççã«åžå Žã®ããŒãºã«å¿ããåçæ§ãé«ããããšãã§ããŸãã
åžå Žé©å¿æ§ã®åŒ·å
åžå Žã¯åžžã«å€åããŠãããPLGæŠç¥ã¯äŒæ¥ããã®å€åã«æè»ã«å¯Ÿå¿ããããã®éµãšãªããŸãã補åäž»å°ã§æé·ããããžãã¹ã¢ãã«ã¯ããŠãŒã¶ãŒã®èŠæ±ãåžå Žã®ãã¬ã³ããè¿ éã«ãã£ãããã補åã«åæ ãããèœåãæ±ããããŸãã
PLGæŠç¥ãæ¡çšããããšã§ãäŒæ¥ã¯é¡§å®¢ã®å£°ãçŽæ¥è£œåéçºããã»ã¹ã«çµã¿èŸŒãããšãã§ããåžå Žå€åãžã®è¿ éãªå¯Ÿå¿ãå¯èœã«ãªããŸããããã«ããã競åä»ç€Ÿã«å¯ŸããŠåªäœæ§ãä¿ã¡ç¶ããããšãã§ããŸãã
ããã«ãPLGã¢ãã«ã¯ã補åæ¹è¯ã®åãçµã¿ãåžžã«è¡ãæåãä¿é²ããäŒæ¥ãå€åããåžå Žç°å¢ã«é©å¿ãããããªããããæé·æ©äŒãæ倧éã«æŽ»çšããããšãã§ããŸãã
PLGæŠç¥ã®æåèŠå
ãŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹(UX)ã®éèŠ
ãããã¯ãã¬ããã°ããŒã¹æŠç¥ãæåãããã«ã¯ããŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹ïŒUXïŒãéµãšãªããŸãã顧客ã補åã䜿ãéã®å®¹æãããçŽæçãªæäœæ§ããã¬ãŒã³ãæãªã©ãå šãŠã®ãã¶ã€ã³èŠçŽ ããŠãŒã¶ãŒã®æºè¶³åºŠã«çŽçµããŸãããã®ãããåªããUXèšèšã¯é¡§å®¢ã補åã奜ãçç±ãšãªããæçµçã«è£œåã®æ®åã«è²¢ç®ããŸãã
UXãéèŠããããšã¯ããŠãŒã¶ãŒã®åæäœéšãæ¹åãã圌ãã補åã«æ»ã£ãŠããå¯èœæ§ãé«ããŸãããã°ãå°ãªããçŽæçã«æäœã§ããã¢ããªã±ãŒã·ã§ã³ã¯ã顧客ã®æéãå°éãã圌ãã®æºè¶³åºŠãé«ããããšãã§ããŸããããã¯ã顧客ã補åãæšèŠããå¯èœæ§ãé«ããçµæãšããŠè£œåã®èªç¶ãªæé·ãžãšç¹ãããŸãã
å ããŠããã£ãŒãããã¯ã«ãŒãã®èšå®ãéèŠã§ãããŠãŒã¶ãŒããçŽæ¥ãã£ãŒãããã¯ãåéããããã補åæ¹åã«æŽ»ããããšã§ããŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹ã¯ç¶ç¶ããŠåäžããŸãããã®ããã»ã¹ã¯ãPLGæŠç¥ã®æ žå¿éšåããªãããŠãŒã¶ãŒäžå¿ã®è£œåéçºãä¿é²ããŸãã
補åäž»å°åã®æé·ã¢ãã«
補åäž»å°åã®æé·ã¢ãã«ã§ã¯ã補åèªäœãããŒã±ãã£ã³ã°ããŒã«ãšããŠæ©èœããŸãããã®ã¢ãããŒãã¯ãé«å質ã®è£œåãæäŸããããšã§å£ã³ããéããŠæ°èŠãŠãŒã¶ãŒãç²åŸããæçµçã«å£²äžãåäžãããããšãç®æããŸãã補åã®é åãèªç¶ãšãŠãŒã¶ãŒãåŒãå¯ãã圌ãã補åã®ãã¡ã³ãžãšå€ããŠãããŸãã
ãã®ã¢ãã«ã®æåã¯ãåªãã補åã ãã§ãªãããŠãŒã¶ãŒã«è£œåãè©äŸ¡ãææ¡ããæ©äŒãæäŸããããšã«ãäŸåããŸããäŸãã°ãç¡æãã©ã€ã¢ã«ãŸãã¯ããªãŒãã¢ã ã¢ãã«ãéããŠããŠãŒã¶ãŒã«è£œåã®äŸ¡å€ãçŽæ¥äœéšãããããšãã§ããŸãããã®ãããªæŠç¥ã¯ã補åãžã®ä¿¡é Œãç¯ãããŠãŒã¶ãŒã«ææãã©ã³ãžã®ç§»è¡ãä¿ããŸãã
ãŸãã補åäž»å°åæé·ã¢ãã«ã§ã¯ã顧客察å¿ãéåžžã«éèŠã§ããåªããã«ã¹ã¿ããŒãµããŒãã¯ããŠãŒã¶ãŒã®åé¡ãè¿ éã«è§£æ±ºãã圌ãã®è£œåã«å¯Ÿããä¿¡é Œãæ·±ããããšãã§ããŸãã顧客ã®æåãšæºè¶³ãããã®ã¢ãã«ã®æ žå¿ãæããé·æã«ããã顧客é¢ä¿ãç¯ããŸãã
ããŒã¿é§ååã¢ãããŒããšé¡§å®¢ç解
ããŒã¿é§ååã¢ãããŒãã¯PLGæŠç¥ã«ãããŠäžå¯æ¬ ã§ãããŠãŒã¶ãŒããŒã¿ãéããåæããããšã§è£œåéçºãããŒã±ãã£ã³ã°æŠç¥ã®æ¹åæ§ã決å®ããŸãã顧客ã®è¡åã奜ã¿ã䜿çšãã¿ãŒã³ãç解ããããšã§ãããããŒãœãã©ã€ãºãããäœéšãæäŸãã顧客æºè¶³åºŠãåäžãããããšãã§ããŸãã
䜿çšããŒã¿ã掻çšããããšã§ã顧客ã補åã«æ±ããŠããæ©èœãæ¹åç¹ãææ¡ã§ããããã補åã®æ¹åãšã€ãããŒã·ã§ã³ã«çŽæ¥çµã³ã€ããŸãããã®ããã»ã¹ã«ããã顧客ãæ¬åœã«æããã®ãçã¿åºãã顧客å©çãæ倧åããŸããå ããŠãã¿ãŒã²ãã顧客ã®ç¹å®ã容æã«ãªããããŒã±ãã£ã³ã°ã®å¹çãé«ãŸããŸãã
ããã«ãããŒã¿åæãéããŠé¡§å®¢ã®ã©ã€ããµã€ã¯ã«ãææ¡ãã顧客ã補åãã©ã®ããã«äœ¿çšããŠããããæ確ã«ããããšã§ã顧客ãšã®é¢ä¿ã匷åã§ããŸãã顧客ç解ãæ·±ããããšã¯ãé·æéã«ããã顧客䟡å€ãåµåºããç¶ç¶çãªããžãã¹æé·ã«å¯äžããŸãã
ç¶ç¶çãªã€ãããŒã·ã§ã³ãšæ¹å
PLGæŠç¥ã«ãããŠãç¶ç¶çãªã€ãããŒã·ã§ã³ãšè£œåæ¹åã¯æ¥µããŠéèŠã§ããåžå Žã顧客ã®ããŒãºã¯åžžã«å€åããŠããããã補åãããã«é©å¿ãç¶ããå¿ èŠããããŸããé©æ°æ§ãæç¶ãããããšã§ã競åä»ç€Ÿãšã®å·®å¥åãå³ããåžå Žã§ã®ãªãŒããŒã·ããã確ç«ããŸãã
äžæã®æ¹åããã»ã¹ã«ã¯ã顧客ããã®ãã£ãŒãããã¯ãäžå¯æ¬ ã§ãããã£ãŒãããã¯ã掻çšããŠè£œåã調æŽããããšã§ããŠãŒã¶ãŒã®æåŸ ã«å¿ãã圌ãã®ãšã¯ã¹ããªãšã³ã¹ãåäžãããããšãå¯èœã«ãªããŸãããã®ã¢ãããŒãã¯ããŠãŒã¶ãŒããŒã¹ã®æé·ãä¿ãã顧客ãã€ã€ã«ãã£ãæ§ç¯ããŸãã
æè¡ã®é²åã«äŒŽããæ°ããæ©èœããµãŒãã¹ã®è¿œå ãå¯èœã«ãªããŸããããããç©æ¥µçã«åãå ¥ãã補åãåžžã«ã¢ããããŒããç¶ããããšããæåããPLGæŠç¥ã®éµã§ãã顧客ã«ãšã£ãŠäŸ¡å€ãã補åäœéšãæäŸãç¶ããããšã§ãåžå Žã«ããã競äºåªäœã確ç«ãç¶æã§ããŸãã
PLGæŠç¥å®è·µã®ããã®ãã¬ãŒã ã¯ãŒã¯ãšã¢ãã«
å¹æçãªè£œåæŠç¥ã®æ§ç¯
ãããã¯ãã¬ããã°ããŒã¹ïŒPLGïŒæŠç¥ãæåããã第äžæ©ã¯ãå¹æçãªè£œåæŠç¥ã®æ§ç¯ããå§ãŸããŸããåžå Žã®ããŒãºãç解ããããã«å¯Ÿå¿ããç¬èªã®äŸ¡å€ææ¡ãèšèšããããšãæ±ããããŸãããã®æ®µéã§ã¯ãã¿ãŒã²ãã顧客矀ãç¹å®ãã補åã解決ããå ·äœçãªåé¡ç¹ãæ確ã«ããããšãéèŠã§ãã
次ã«ã競ååæãè¡ããåžå Žå ã§ã®è£œåã®äœçœ®ä»ããç解ããŸããããã«ã¯ã競åä»ç€Ÿã®è£œåæ©èœãäŸ¡æ Œèšå®ãåžå ŽæŠç¥ãææ¡ããããšãå«ãŸããŸãããã®æ å ±ãçšããŠã補åãæäŸãããŠããŒã¯ãªäŸ¡å€ãšå·®å¥åãã€ã³ããå®çŸ©ããŸãã
æåŸã«ã補åã®ããŒãããããçå®ããŸããããã¯ã補åéçºã®æ¹åæ§ã瀺ããæ©èœåŒ·åãåžå Žæ¡å€§ã«åããŠã®èšç»ãå®ãããã®ã§ããç¶ç¶çãªæ¹åãšé¡§å®¢ããã®ãã£ãŒãããã¯ãåæ ããããšã§ã補åãåžå Žã«é©åãããªããæé·ãããŠãããŸãã
顧客äœéšã®ãã¶ã€ã³
顧客äœéšã¯PLGæŠç¥ã«ãããŠäžå¿çãªåœ¹å²ãæãããŸãã補åã®åå䜿çšãããç¶ç¶çãªå©çšãããã«ã¯ãã€ã€ã«ã«ã¹ã¿ããŒãžã®å€åãŸã§ã顧客ãäœéšããå šãŠã®ãã€ã³ãã§é«ãæºè¶³åºŠãæäŸããããšãéèŠã§ãããã®ããã«ã¯ãçŽæçãªã€ã³ã¿ãŒãã§ãŒã¹èšèšãã·ã³ãã«ãªãªã³ããŒãã£ã³ã°ããã»ã¹ãè¿ éãªãµããŒããå¿ èŠã§ãã
ããã«ã顧客ã®ãã£ãŒãããã¯ãç©æ¥µçã«åéããããã補åæ¹åã«åæ ãããããšãéèŠã§ãã顧客ã®å£°ã¯ã補åã®äœ¿ãããããæ°æ©èœã®ã¢ã€ãã¢ãåŸãããã®è²Žéãªè³æºã§ãããã®ããã«ããŠã顧客äžå¿ã®è£œåéçºãé²ããŸãã
ãŸãã顧客äœéšãåäžãããã«ã¯ãããŒãœãã©ã€ãŒãŒã·ã§ã³ãéèŠã§ãã顧客ã®è¡åã奜ã¿ã«åºã¥ããŠè£œåãã«ã¹ã¿ãã€ãºããåãŠãŒã¶ãŒã«æé©ãªäœéšãæäŸããããšã§ã顧客æºè¶³åºŠã®åäžãšè£œåãžã®æçãé«ããŸãã
ããŒã¿ã¢ããªãã£ã¯ã¹ã®æŽ»çš
PLGæŠç¥ã«ãããŠã¯ãããŒã¿ã¢ããªãã£ã¯ã¹ã®åœ¹å²ãéåžžã«éèŠã§ãã顧客è¡åã®ããŒã¿ã補å䜿çšç¶æ³ã®åæãéããŠãåžå Žã®ãã¬ã³ãã顧客ããŒãºãç確ã«ææ¡ããŸãããã®æ å ±ã¯ã補åæ¹åãæ°æ©èœéçºã®æéãšãªããŸãã
ãŸããã¢ããªãã£ã¯ã¹ã¯é¡§å®¢é¢è±ã®åå ãæããã«ããäºé²çãè¬ããããšãå¯èœã«ããŸãã顧客ã補åã䜿çšããªããªããã€ã³ããç¹å®ãããã®åã«ä»å ¥ããããšã§é¡§å®¢ã®ç¶æãå¯èœãšãªããŸãã
éèŠãªã®ã¯ãåéããããŒã¿ãã¢ã¯ã·ã§ã³ã«çµã³ã€ããããšã§ããããŒã¿ãåºã«ããææ決å®ãå¯èœã«ããããã«ã¯ãããŒã¿ãèŠèŠçã«ç解ãããã圢ã§æ瀺ããããŒã å šäœã§ã®å ±æãä¿é²ããå¿ èŠããããŸãããã®ããã»ã¹ãéããŠãå šç€Ÿäžäžžãšãªã£ãŠé¡§å®¢æºè¶³åºŠã®åäžãç®æããŸãã
ã¯ãã¹æ©èœããŒã ã«ããå®è¡
PLGæŠç¥ãå¹æçã«å®è¡ããããã«ã¯ãããŒã±ãã£ã³ã°ãéçºãã»ãŒã«ã¹ãã«ã¹ã¿ããŒãµããŒããªã©ãæ§ã ãªæ©èœãæã€ããŒã éã®ååãäžå¯æ¬ ã§ããã¯ãã¹æ©èœããŒã ãçµç¹ããå ±éã®ç®æšã«åãã£ãŠåéšéãååãåãããšã§ã補åã®æé·ãå éãããŸãã
ãã®ã¢ãããŒãã§ã¯ãåããŒã ãæã€ç¬èªã®èŠç¹ãã¹ãã«ãæ倧éã«æŽ»çšãããŸããäŸãã°ããã¶ã€ããŒã¯äœ¿ããããã€ã³ã¿ãŒãã§ãŒã¹ã®èšèšã«ããšã³ãžãã¢ã¯è£œåã®æè¡çãªåé¡è§£æ±ºã«ãããŒã±ã¿ãŒã¯è£œåã®åžå Žãžã®èšŽæ±ã«è²¢ç®ããŸãã
æåŸã«ããã®ãããªå€æ§ãªããŒã ãçµ±æ¬ãããªãŒããŒã·ãããéèŠã§ããã¯ãªã¢ãªã³ãã¥ãã±ãŒã·ã§ã³ãå ±æãããããžã§ã³ãæè»ãªææ決å®ããã»ã¹ãéããŠãããŒã å šäœãäžäžžãšãªãç®æšéæãç®æããŸããååãšã³ãã¥ãã±ãŒã·ã§ã³ãåºç€ãšããã¯ãã¹æ©èœããŒã ã®æŽ»çšã¯ãPLGæŠç¥æåã®éµãšãªããŸãã
PLGæŠç¥ã®ããã®KPIãšã¡ããªãã¯ã¹
補å䜿çšåºŠãšãšã³ã²ãŒãžã¡ã³ã
PLGæŠç¥ã«ãããéèŠãªKPIã®äžã€ã補å䜿çšåºŠãšãšã³ã²ãŒãžã¡ã³ãã§ãããã®ææšã«ããããŠãŒã¶ãŒã補åãšã©ãã ãé »ç¹ã«ããŸãæ·±ãé¢ãã£ãŠããããææ¡ã§ããŸãã補å䜿çšåºŠãé«ãã»ã©ããŠãŒã¶ãŒã䟡å€ãèªèããŠãã蚌æ ãšãªããŸãã
ãšã³ã²ãŒãžã¡ã³ããé«ããããã«ã¯ãå®æçã«è£œåæ©èœã®æŽæ°ãè¡ãããŠãŒã¶ãŒãã£ãŒãããã¯ã掻çšããŠæ¹åãç¶ããããšãéèŠã§ãããŸãã補åã®äœ¿ãæ¹ã瀺ããã¥ãŒããªã¢ã«ãFAQã®æäŸãããŠãŒã¶ãŒã®ãšã³ã²ãŒãžã¡ã³ããé«ããå¹æçãªæ段ãšèšããŸãã
åæããŒã«ã䜿çšããŠãããŒãžãã¥ãŒæ°ãã»ãã·ã§ã³æéããŠãŒã¶ãŒã®æäœå±¥æŽãªã©ã®ããŒã¿ãåéãã補å䜿çšåºŠãšãšã³ã²ãŒãžã¡ã³ãã®åäžã«åœ¹ç«ãŠãããšãæšå¥šãããŸãã
ã¢ã¯ãã£ããŠãŒã¶ãŒæ°ã®è¿œè·¡
PLGæŠç¥ã§ã¯ãã¢ã¯ãã£ããŠãŒã¶ãŒæ°ã®è¿œè·¡ãéåžžã«éèŠã§ãããã®æ°å€ã¯è£œåã®æé·ã枬ãææšã§ãããæ¯æ¥ãæ¯é±ãæ¯æã®ã¢ã¯ãã£ããŠãŒã¶ãŒæ°ïŒDAUãWAUãMAUïŒãåæããããšã§ãç¹å®ã®æéã«ããã補åã®ããã©ãŒãã³ã¹ãè©äŸ¡ã§ããŸãã
ã¢ã¯ãã£ããŠãŒã¶ãŒæ°ã®å¢å ã¯ã補åãåžå Žã§å¥œèª¿ã«åãå ¥ããããŠããæ確ãªå ãã§ãããæ°æ©èœã®ãªãªãŒã¹ãããŒã±ãã£ã³ã°ãã£ã³ããŒã³ã®å¹æã枬ãããšãã§ããŸããéã«ãã¢ã¯ãã£ããŠãŒã¶ãŒæ°ã®æžå°ã¯ãæœåšçãªåé¡ã瀺åããŠããå¯èœæ§ããããè¿ éãªå¯Ÿå¿ãèŠããŸãã
ããŒã«ã掻çšããŠå®æçã«ã¢ã¯ãã£ããŠãŒã¶ãŒæ°ã远跡ããæé·æŠç¥ã補åéçºã®æéãšããŠå©çšããããšããPLGæŠç¥ã«ãããŠã¯äžå¯æ¬ ã§ãã
顧客é¢è±ç(ãã£ãŒã³ã¬ãŒã)ã®æž¬å®
PLGæŠç¥ã®ããäžã€ã®éèŠãªåŽé¢ã¯ã顧客é¢è±çããŸãã¯ãã£ãŒã³ã¬ãŒãã®æž¬å®ã§ãããã£ãŒã³ã¬ãŒãã¯ãç¹å®ã®æéã«ãµãŒãã¹ãåæ¢ãã顧客ã®å²åãè¡šãããã®æ°å€ãé«ãã»ã©è£œåã«åé¡ãããå¯èœæ§ãé«ããªããŸãã
äœãã£ãŒã³ã¬ãŒããç¶æããããšã¯ãæç¶çãªæé·ã«çŽçµããŸãã顧客ã補åãé¢ããåå ãç解ããããã«å¯Ÿããæ¹åçãå®æœããããšãéèŠã§ãããŸãã顧客ãµããŒãã®åŒ·åããŠãŒã¶ãŒã®ããŒãºã«åã£ãæ©èœã®è¿œå ãããã£ãŒã³ã¬ãŒãã®äœäžã«å¯äžããŸãã
顧客ãã£ãŒãããã¯ãåéã»åæãããã£ãŒã³ã¬ãŒãã®äœæžã«åããå ·äœçãªã¢ã¯ã·ã§ã³ãã©ã³ãç«ãŠãã¹ãã§ãããã£ãŒã³ã¬ãŒãã®æ¹åã¯ã顧客æºè¶³åºŠã®åäžãšçŽçµããé·æçãªé¡§å®¢é¢ä¿ã®æ§ç¯ã«è³ããã§ãããã
顧客ç涯䟡å€(LTV)ã®æ倧å
PLGæŠç¥ã®æåã枬ãäžã§ã顧客ç涯䟡å€ïŒLTVïŒã®æ倧åã¯éåžžã«éèŠãªææšã§ããLTVã¯ã顧客ã補åããµãŒãã¹å©çšãéããŠäŒæ¥ã«ããããç·å©çã瀺ããé«ãLTVãæã€é¡§å®¢ã»ã©ãäŒæ¥ã«ãšã£ãŠäŸ¡å€ããããšèšããã§ãããã
顧客ã®LTVãé«ããã«ã¯ãç¶ç¶çãªãšã³ã²ãŒãžã¡ã³ããšæºè¶³åºŠã®åäžãéµãšãªããŸããå®æçãªã¢ããããŒããããŒãœãã©ã€ãºãããã³ã³ãã³ãã®æäŸãåªããã«ã¹ã¿ããŒãµããŒããã顧客æºè¶³åºŠãé«ããçµæçã«LTVã®åäžã«ç¹ãããŸãã
ãŸããã¢ããã»ã«ãã¯ãã¹ã»ã«ã®æ©äŒãéããŠãæ¢åã®é¡§å®¢ããã®åçãæ倧åããããšãLTVåäžã«å¯äžããŸããé©åãªããŒã¿åæãè¡ãã顧客ã®ããŒãºãè¡åãã¿ãŒã³ãç解ããããšãããããã®æŠç¥ãå¹æçã«å®æœããéµã§ãã
PLGæŠç¥ã®èª²é¡ãšå ææ¹æ³
ããŒã¿ãã©ã€ãã·ãŒãšã»ãã¥ãªãã£ã®ç®¡ç
PLGæŠç¥ã«ãããŠãããŒã¿ãã©ã€ãã·ãŒãšã»ãã¥ãªãã£ã®ç®¡çã¯å€§ããªèª²é¡ã§ãããããã¯ããéããŠåéããã倧éã®ãŠãŒã¶ãŒããŒã¿ã¯ãäŒæ¥ã«ãšã£ãŠè²Žéãªè³æºã§ã¯ãããŸãããé©åãªä¿è·æªçœ®ããªããã°ããªã¹ã¯ãšãªãããŸããããŒã¿æŒãããäžæ£ã¢ã¯ã»ã¹ãªã©ã®ã»ãã¥ãªãã£ã€ã³ã·ãã³ãã¯äŒæ¥ã®ä¿¡é Œãæãªãå¯èœæ§ããããŸãã
ãã®èª²é¡ãå æããæ¹æ³ãšããŠãææ°ã®ã»ãã¥ãªãã£æè¡ã®å°å ¥ãšãå®æçãªã»ãã¥ãªãã£ãã¬ãŒãã³ã°ã®å®æœãæããããŸãããŸããããŒã¿ã®æå·åãã¢ã¯ã»ã¹æš©éã®å³æ Œãªç®¡çãããã³EUäžè¬ããŒã¿ä¿è·èŠåïŒGDPRïŒãªã©ã®èŠå¶ãžã®é©åã確ä¿ããããšãéèŠã§ãã
ããã«ã顧客ã«å¯ŸããŠãã©ã€ãã·ãŒããªã·ãŒãæ確ã«äŒããã©ã®ãããªããŒã¿ãåéãããã©ã®ããã«äœ¿çšãããããéæã«ããããšããä¿¡é Œé¢ä¿ãç¯ãäžã§äžå¯æ¬ ã§ãã
補åã®åžå Žé©å¿æ§ã®åäž
補åãåžå ŽããŠãŒã¶ãŒã®ããŒãºã«é©å¿ããããšã¯ãPLGæŠç¥ãæåãããããã®éµã§ããããããåžžã«å€åããåžå Žæ¡ä»¶ã顧客ã®æåŸ ã«çŽ æ©ã察å¿ããããšã¯å®¹æã§ã¯ãããŸããã補åã®é©å¿æ§ãé«ããããã«ã¯ãç¶ç¶çãªåžå Žèª¿æ»ãšãŠãŒã¶ãŒãã£ãŒãããã¯ã®åéãå¿ èŠã§ãã
ã¢ãžã£ã€ã«éçºæ¹æ³è«ãæ¡çšããçãéçºãµã€ã¯ã«ã§é »ç¹ã«è£œåã®ã¢ããããŒããè¡ãããšã§ãåžå Žã®å€åã«è¿ éã«å¯Ÿå¿ããããšãã§ããŸãã顧客ã®ãã£ãŒãããã¯ã補åéçºã«çŽæ¥åãå ¥ããããšã§ããŠãŒã¶ãŒãäœãæ±ããŠããã®ããç解ãã補åã®åžå Žé©å¿æ§ãé«ããããšãã§ããŸãã
ããã«ã競åä»ç€Ÿã®ååãåžžã«ç£èŠããæ¥çã®ãã¬ã³ããææ¡ããŠããããšãã補åãåžå Žã«åãããŠé²åããç¶ããããã§éèŠã§ãã
顧客ãšã³ã²ãŒãžã¡ã³ãã®ç¶æ
PLGæŠç¥ã§ã¯ããŠãŒã¶ãŒããããã¯ããå®éã«äœ¿ã£ãŠã¿ãããšã§äŸ¡å€ãæãåãããšãæåŸ ãããŸãããã®ãããåæ段éã§ã®é¡§å®¢ãšã³ã²ãŒãžã¡ã³ãã®ç¶æããé·æçãªæåã«ã¯äžå¯æ¬ ã§ããããããæéãçµã€ã«ã€ããŠãŠãŒã¶ãŒã®é¢å¿ãèããŠããããšã¯é¿ããããŸããã
ãšã³ã²ãŒãžã¡ã³ããæç¶ãããæ¹æ³ã®äžã€ã¯ãåã ã®ãŠãŒã¶ãŒã®è¡åã奜ã¿ã«åºã¥ããããŒãœãã©ã€ãºãããã³ã³ãã³ãã®æäŸã§ãããŠãŒã¶ãŒã«æçšãªæ å ±ããã³ããã¢ããããŒãæ å ±ãå®æçã«éãããšã§ãé¢å¿ãæç¶ãããããšãã§ããŸãã
ãŸãããŠãŒã¶ãŒã³ãã¥ããã£ã®åœ¢æãããŠãŒã¶ãŒå士ã®äº€æµãä¿é²ããæ©èœãæäŸããããšãããšã³ã²ãŒãžã¡ã³ããä¿é²ããæå¹ãªæ段ã§ãããŠãŒã¶ãŒãèªã補åã«ã€ããŠè©±ãåããæ å ±å ±æããããã©ãããã©ãŒã ãæäŸããããšã§ã補åãžã®æçããã€ã€ã«ãã£ãé«ããããšãã§ããŸãã
ã¯ãã¹æ©èœããŒã ã®èª¿æŽãšåæ¥
PLGæŠç¥ãæåãããããã«ã¯ã補åéçºãããŒã±ãã£ã³ã°ãå¶æ¥ãã«ã¹ã¿ããŒãµããŒããªã©ãç°ãªãæ©èœãæã€ããŒã éã®é£æºãéèŠã§ãããããããããã®ããŒã éã§ç®æšãç°ãªãããã調æŽãšåæ¥ã¯å®¹æã§ã¯ãããŸããã
ãã®èª²é¡ãå æããããã«ã¯ãå šç€Ÿçãªã³ãã¥ãã±ãŒã·ã§ã³ã®ä¿é²ãšãå ±éã®ç®æšã«åãã£ãŠé²ãããã®çµç¹æåã®æ§ç¯ãå¿ èŠã§ããå®æçãªããŒãã£ã³ã°ãã¯ãŒã¯ã·ã§ãããéå¬ããã¯ãã¹æ©èœããŒã éã§æ å ±ãå ±æããçžäºç解ãæ·±ããããšãéèŠã§ãã
ãŸããããŒã éã®ã³ã©ãã¬ãŒã·ã§ã³ãä¿é²ããããã«ã¯ããããžã§ã¯ã管çããŒã«ãã³ã©ãã¬ãŒã·ã§ã³ãã©ãããã©ãŒã ãæå¹æŽ»çšããããšãå§ããããŸããããã«ãããããŒã éã§ã®äœæ¥ã®é²æç¶æ³ãææç©ã®å ±æã容æã«ãªããå¹ççãªåæ¥ãå¯èœã«ãªããŸãã
ãŸãšã
ãããã¯ãã¬ããã°ããŒã¹ïŒPLGïŒæŠç¥ã¯è£œåã®é åãæ žã«é¡§å®¢ãåŒãã€ããçŸä»£ã®ã¢ãããŒãã§ãããã®æŠç¥ã¯ã顧客ç²åŸã³ã¹ãã®åæžã顧客æºè¶³åºŠã®åäžãåçæ§ã®åŒ·åãåžå Žé©å¿æ§ã®æ¡å€§ãå®çŸããŸããæåã®éµã¯ããŠãŒã¶ãŒãšã¯ã¹ããªãšã³ã¹ïŒUXïŒã®éèŠã補åäž»å°ã®æé·ã¢ãã«ãããŒã¿é§ååã¢ãããŒããç¶ç¶çãªã€ãããŒã·ã§ã³ã«ãããŸããå®è·µã«ã¯ãå¹æçãªè£œåæŠç¥ã顧客äœéšã®åªãããã¶ã€ã³ãããŒã¿ã¢ããªãã£ã¯ã¹ãã¯ãã¹æ©èœããŒã ã®ååãäžå¯æ¬ ã§ããéèŠãªKPIã«ã¯ã補å䜿çšåºŠãã¢ã¯ãã£ããŠãŒã¶ãŒæ°ããã£ãŒã³ã¬ãŒãã®è¿œè·¡ã顧客ç涯䟡å€ã®æ倧åãå«ãŸããŸãã課é¡ã«ã¯ããŒã¿ãã©ã€ãã·ãŒã補åã®åžå Žé©å¿æ§ã顧客ãšã³ã²ãŒãžã¡ã³ããããŒã ã¯ãŒã¯ãããããããã¯æ確ãªèšç»ãšæŠç¥ã§å æã§ããŸããPLGæŠç¥ã¯é¡§å®¢äžå¿ã®æ代ã«ãããŠããžãã¹æé·ã®éµãšãªããããžãã¹ããŒãœã³ã«ã¯æ¬ ãããªãç¥èã§ãã