WEBåºåæ¥çã«ãããŠãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®éèŠæ§ãé«ãŸã£ãŠããŸããèšå€§ãªé¡§å®¢ããŒã¿ãé©åã«åéã»ç®¡çããåæã»æŽ»çšããããšã§ãåã ã®é¡§å®¢ã«æé©åãããåºåé ä¿¡ãå¯èœãšãªããåºåå¹æã®æ倧åãå³ãããšãã§ããŸããããããããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãå®è·µããäžã§ã¯ãããŒã¿ã®å質管çããã©ã€ãã·ãŒä¿è·ãå°é人æã®ç¢ºä¿ãªã©ãæ§ã ãªèª²é¡ããããŸãããããã®èª²é¡ã«é©åã«å¯ŸåŠããããŒã¿ãå¹æçã«æŽ»çšããããšããWEBåºåæ¥çã«ãããããŒã±ãã£ã³ã°ã®æåã«ã€ãªããã§ããããæ¬èšäºã§ã¯ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®åºæ¬æŠå¿µããå®è·µæ¹æ³ã課é¡ãšå¯ŸçãŸã§ãåå¿è ã«ããããããã解説ããŸãã
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãšã¯ïŒWEBåºåæ¥çã§ã®åœ¹å²
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã¯ã顧客ããŒã¿ãåéã»åæããåã ã®é¡§å®¢ã«åãããããŒã±ãã£ã³ã°æœçãå®æœããããšã§ãå¹æçãªé¡§å®¢ç²åŸãç¶æãç®æãããŒã±ãã£ã³ã°ææ³ã§ããç¹ã«WEBåºåæ¥çã§ã¯ãèšå€§ãªéã®é¡§å®¢ããŒã¿ã掻çšããããšã§ããã粟床ã®é«ãã¿ãŒã²ãã£ã³ã°åºåãé ä¿¡ããããšãå¯èœãšãªããŸãã
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®å®çŸ©ãšæŠèŠ
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãšã¯ã顧客ããŒã¿ãäœç³»çã«åéã»èç©ããåæã»æŽ»çšããããšã§ãåã ã®é¡§å®¢ã«æé©åãããããŒã±ãã£ã³ã°æœçãå®æœããææ³ãæããŸããå ·äœçã«ã¯ã以äžã®ãããªããã»ã¹ã§è¡ãããŸãã
- 顧客ããŒã¿ã®åéã»èç©
- ããŒã¿ã®åæã»ã»ã°ã¡ã³ããŒã·ã§ã³
- ã¿ãŒã²ããã®éžå®ãšããŒã±ãã£ã³ã°æœçã®ç«æ¡
- æœçã®å®è¡ãšå¹æ枬å®
- ããŒã¿ã®æŽæ°ãšç¶ç¶çãªæ¹å
ãã®ããã«ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã§ã¯ã顧客ããŒã¿ã掻çšããããšã§ãããå¹æçãªããŒã±ãã£ã³ã°æœçãå®æœããããšãå¯èœãšãªããŸãã
WEBåºåæ¥çã«ãããããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®éèŠæ§
WEBåºåæ¥çã§ã¯ãèšå€§ãªéã®é¡§å®¢ããŒã¿ãçæãããŠããŸãããããã®ããŒã¿ã掻çšããããšã§ããã粟床ã®é«ãã¿ãŒã²ãã£ã³ã°åºåãé ä¿¡ããããšãå¯èœãšãªããåºåå¹æã®æ倧åãå³ãããšãã§ããŸããå ·äœçã«ã¯ã以äžã®ãããªã¡ãªããããããŸãã
- 顧客ã®å±æ§ãè¡åå±¥æŽã«åºã¥ããã»ã°ã¡ã³ããŒã·ã§ã³ãå¯èœ
- åã ã®é¡§å®¢ã«æé©åãããåºåã¡ãã»ãŒãžã®é ä¿¡ãå¯èœ
- åºåé ä¿¡ã®ã¿ã€ãã³ã°ãé »åºŠã®æé©åãå¯èœ
- åºåå¹æã®æž¬å®ãšæ¹åã容æ
ãã®ããã«ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã掻çšããããšã§ãWEBåºåã®å¹æãæ倧éã«åŒãåºãããšãå¯èœãšãªããŸãã
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãããããã¡ãªãã
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãå°å ¥ããããšã§ã以äžã®ãããªã¡ãªãããæåŸ ã§ããŸãã
ã¡ãªãã | 説æ |
---|---|
顧客æºè¶³åºŠã®åäž | åã ã®é¡§å®¢ã«åãããã¢ãããŒãã«ããã顧客æºè¶³åºŠã®åäžãæåŸ ã§ãã |
顧客ç涯䟡å€ã®æ倧å | 顧客ãšã®é·æçãªé¢ä¿æ§ç¯ã«ããã顧客ç涯䟡å€ã®æ倧åãå¯èœ |
ããŒã±ãã£ã³ã°æœçã®å¹ææž¬å® | ããŒã¿ã«åºã¥ããå¹æ枬å®ã«ãããæœçã®æ¹åãæé©åã容æ |
ã³ã¹ãã®æé©å | ç¡é§ãªåºååºçš¿ãåæžããã³ã¹ãã®æé©åãå¯èœ |
ãã®ããã«ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã掻çšããããšã§ã顧客æºè¶³åºŠã®åäžãã³ã¹ãåæžãªã©ãæ§ã ãªã¡ãªããã享åããããšãã§ããŸããç¹ã«WEBåºåæ¥çã§ã¯ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãæ¬ ãããªãææ³ãšãªã£ãŠãããä»åŸããã®éèŠæ§ã¯é«ãŸã£ãŠãããšèããããŸãã
ãã ããããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãå®è·µããããã«ã¯ã顧客ããŒã¿ã®é©åãªåéã»ç®¡çäœå¶ã®æ§ç¯ããããŒã¿åæã®ã¹ãã«ãå¿ èŠäžå¯æ¬ ã§ãããŸããå人æ å ±ã®åãæ±ãã«ã¯ååãªæ³šæãå¿ èŠã§ãããæ³ä»€éµå®ãéèŠãªèŠçŽ ãšãªããŸãã
WEBåºåæ¥çã«æºããããžãã¹ããŒãœã³ã«ãšã£ãŠãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã¯ç解ããŠããã¹ãéèŠãªæŠå¿µã§ãã顧客ããŒã¿ã掻çšããããšã§ãããå¹æçãªããŒã±ãã£ã³ã°æœçãå®æœããããšãå¯èœãšãªããããžãã¹ã®æåã«å€§ããå¯äžããããšã§ããããä»åŸã¯ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®ã¹ãã«ã磚ãã顧客ç解ãæ·±ããŠããããšãæ±ããããŸãã
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®å®è·µæ¹æ³
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãå¹æçã«å®è·µããããã«ã¯ãé©åãªããŒã¿ã®åéã»ç®¡çãåæã掻çšãå¿ èŠäžå¯æ¬ ã§ããããã§ã¯ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®å®è·µæ¹æ³ã«ã€ããŠãå ·äœçãªã¹ãããã解説ããŠãããŸãã
ããŒã¿ã®åéãšç®¡çæ¹æ³
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®ç¬¬äžæ©ã¯ã顧客ããŒã¿ã®åéãšç®¡çã§ããWEBåºåæ¥çã§ã¯ã以äžã®ãããªããŒã¿ãåéããããšãäžè¬çã§ãã
- ãŠãŒã¶ãŒã®å±æ§æ å ±ïŒå¹Žéœ¢ãæ§å¥ãå± äœå°ãªã©ïŒ
- ãŠãŒã¶ãŒã®è¡åå±¥æŽïŒé²èŠ§å±¥æŽã賌買履æŽãªã©ïŒ
- ãŠãŒã¶ãŒã®ã¢ã³ã±ãŒãåçããåãåããå 容
- åºåã®é ä¿¡ç¶æ³ãšåå¿ããŒã¿
ãããã®ããŒã¿ãå¹ççã«åéããããã«ã¯ããŠã§ããµã€ããã¢ããªã«ãã©ããã³ã°ã³ãŒããèšçœ®ããããCRMã·ã¹ãã ãå°å ¥ãããããããšãæå¹ã§ãããŸããåéããããŒã¿ã¯ãã»ãã¥ãªãã£ã«é æ ®ããªããäžå çã«ç®¡çããããšãéèŠã§ããããŒã¿ã®ç®¡çã«ã¯ãããŒã¿ããŒã¹ç®¡çã·ã¹ãã ïŒDBMSïŒã掻çšããã®ãäžè¬çã§ãã
ããŒã¿åæã®ææ³ãšæ³šæç¹
åéããããŒã¿ã掻çšããããã«ã¯ãé©åãªåæãå¿ èŠã§ããWEBåºåæ¥çã§ã¯ã以äžã®ãããªåæææ³ãããçšããããŸãã
- ã»ã°ã¡ã³ããŒã·ã§ã³åæïŒãŠãŒã¶ãŒãå±æ§ãè¡åå±¥æŽã«åºã¥ããŠã°ã«ãŒãåããã
- RFMåæïŒãŠãŒã¶ãŒã®æçµè³Œè²·æ¥ïŒRecencyïŒãè³Œè²·é »åºŠïŒFrequencyïŒã賌買éé¡ïŒMonetaryïŒãåæãã
- è¡ååæïŒãŠãŒã¶ãŒã®è¡åãã¿ãŒã³ãåŸåãåæãã
- A/Bãã¹ãïŒç°ãªãæœçãæ¯èŒããå¹æã枬å®ãã
ãã ããããŒã¿åæãè¡ãéã«ã¯ã以äžã®ãããªç¹ã«æ³šæãå¿ èŠã§ãã
- åæã®ç®çãæ確ã«ãã
- ããŒã¿ã®å質ã確ä¿ããïŒæ¬ æå€ãç°åžžå€ã®åŠçãªã©ïŒ
- é©åãªåæææ³ãéžæãã
- åæçµæã®è§£éã«ã¯æ³šæããïŒçžé¢é¢ä¿ãšå æé¢ä¿ã®éããªã©ïŒ
é©åãªåæãè¡ãããã«ã¯ãããŒã¿ãµã€ãšã³ã¹ã®ã¹ãã«ãå¿ èŠäžå¯æ¬ ã§ãã瀟å ã§ã¹ãã«ãæã€äººæãè²æããã»ããå€éšã®å°é家ã«åæãäŸé Œããã®ãäžã€ã®æ¹æ³ã§ãããã
åæçµæã掻çšããã¿ãŒã²ãã£ã³ã°åºåã®é ä¿¡
ããŒã¿åæã®çµæãèžãŸããŠãã¿ãŒã²ãã£ã³ã°åºåãé ä¿¡ããããšã§ãåºåå¹æã®æ倧åãå³ãããšãã§ããŸããã¿ãŒã²ãã£ã³ã°åºåã§ã¯ã以äžã®ãããªææ³ãçšããããŸãã
- ãªã¿ãŒã²ãã£ã³ã°åºåïŒéå»ã«ãŠã§ããµã€ãã蚪åãããŠãŒã¶ãŒã«å¯ŸããŠåºåãé ä¿¡ãã
- ã«ã¹ã¿ã ãªãŒãã£ãšã³ã¹ïŒç¹å®ã®å±æ§ãè¡åå±¥æŽãæã€ãŠãŒã¶ãŒã«å¯ŸããŠåºåãé ä¿¡ãã
- ã«ãã¯ã¢ã©ã€ã¯ãªãŒãã£ãšã³ã¹ïŒæ¢å顧客ãšé¡äŒŒããå±æ§ãæã€ãŠãŒã¶ãŒã«å¯ŸããŠåºåãé ä¿¡ãã
- ãã€ãããã¯ã¯ãªãšã€ãã£ãïŒãŠãŒã¶ãŒã®å±æ§ãè¡åã«åãããŠãåçã«åºåã¯ãªãšã€ãã£ããæé©åãã
ã¿ãŒã²ãã£ã³ã°åºåãå¹æçã«é ä¿¡ããããã«ã¯ãé©åãªãªãŒãã£ãšã³ã¹ã®èšå®ãšãé åçãªåºåã¯ãªãšã€ãã£ãã®å¶äœãå¿ èŠã§ãããŸããé ä¿¡åŸã¯åºåã®å¹æã枬å®ããæ¹åã«ã€ãªããŠããããšãéèŠã§ãã
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®å®è·µã«ã¯ãããŒã¿ã®åéã»ç®¡çãåæã掻çšãšããäžé£ã®ããã»ã¹ãå¿ èŠã§ããåããã»ã¹ã«ãããŠé©åãªææ³ãéžæãã泚æç¹ã«é æ ®ããªããé²ããŠããããšãéèŠãšãªããŸããç¹ã«WEBåºåæ¥çã§ã¯ãèšå€§ãªããŒã¿ã掻çšããããšã§ããã粟床ã®é«ãããŒã±ãã£ã³ã°æœçãå®æœããããšãå¯èœãšãªããŸããããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®ã¹ãã«ã磚ãã顧客ç解ãæ·±ããããšã§ãããžãã¹ã®æåã«ã€ãªããŠãããŸãããã
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®èª²é¡ãšå¯Ÿç
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã¯ãWEBåºåæ¥çã«ãããŠå¹æçãªããŒã±ãã£ã³ã°ææ³ãšããŠæ³šç®ãããŠããŸãããå®è·µããäžã§ã¯æ§ã ãªèª²é¡ããããŸããããã§ã¯ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãæåãããããã®èª²é¡ãšå¯Ÿçã«ã€ããŠè§£èª¬ããŸãã
ããŒã¿ã®å質管çãšæŽæ°ã®éèŠæ§
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã§ã¯ã顧客ããŒã¿ã®å質ãæœçã®æåŠãå·Šå³ããŸããããŒã¿ã®æ¬ æãéè€ãäžæ£ç¢ºãªæ å ±ãªã©ããããšãåæçµæã®ä¿¡é Œæ§ãæãªãããå¹æçãªããŒã±ãã£ã³ã°ãé£ãããªããŸãããã®ãããå®æçãªããŒã¿ã®ã¯ã¬ã³ãžã³ã°ãæŽæ°ãäžå¯æ¬ ã§ãã
å ·äœçã«ã¯ã以äžã®ãããªå¯Ÿçãæå¹ã§ãã
- ããŒã¿å ¥åæã®ããªããŒã·ã§ã³ãã§ãã¯ã匷åãã
- å®æçã«ããŒã¿ã®éè€ãæ¬ æããã§ãã¯ããä¿®æ£ãã
- 顧客æ å ±ã®å€æŽãéæããŒã¿ããŒã¹ã«åæ ãã
- å€ãããŒã¿ãäžèŠãªããŒã¿ãå®æçã«åé€ãã
ãããã®å¯ŸçãéããŠãããŒã¿ã®å質ãç¶æã»åäžãããããšããããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®æåã«ã¯æ¬ ãããŸããã
ãã©ã€ãã·ãŒä¿è·ãšããŒã¿ã»ãã¥ãªãã£å¯Ÿç
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã§ã¯ã倧éã®é¡§å®¢æ å ±ãæ±ãããããã©ã€ãã·ãŒä¿è·ãšããŒã¿ã»ãã¥ãªãã£ãéèŠãªèª²é¡ãšãªããŸããå人æ å ±ã®æŒæŽ©ãäžæ£å©çšã¯ãäŒæ¥ã®ä¿¡é Œã倧ããæããå¯èœæ§ããããŸãã
ãã©ã€ãã·ãŒä¿è·ãšããŒã¿ã»ãã¥ãªãã£ã®ããã®å¯ŸçãšããŠã¯ã以äžã®ãããªç¹ãæããããŸãã
- å人æ å ±ä¿è·æ³ãGDPRãªã©ã®æ³ä»€ãéµå®ãã
- ããŒã¿ãžã®ã¢ã¯ã»ã¹æš©éãé©åã«ç®¡çãã
- ããŒã¿ã®æå·åãã¢ã¯ã»ã¹ãã°ã®ç£èŠãè¡ã
- å®æçãªã»ãã¥ãªãã£ç£æ»ãå®æœãã
- åŸæ¥å¡ãžã®æè²ã培åºããæ å ±ç®¡çã«å¯Ÿããæèãé«ãã
ããŒã¿ãé©åã«ç®¡çãããã©ã€ãã·ãŒãä¿è·ããããšã§ã顧客ããã®ä¿¡é Œãç²åŸããé·æçãªé¢ä¿æ§ç¯ã«ã€ãªããããšãã§ããŸãã
å°é人æã®ç¢ºä¿ãšã¹ãã«è²æã®å¿ èŠæ§
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãå¹æçã«å®è·µããããã«ã¯ãããŒã¿åæãããŒã±ãã£ã³ã°ã«é¢ããå°éç¥èãšã¹ãã«ãå¿ èŠã§ãããããããããã®ã¹ãã«ãæã€äººæã¯éãããŠããã人æã®ç¢ºä¿ã課é¡ãšãªãããšããããŸãã
ãã®èª²é¡ã«å¯Ÿå¿ããããã«ã¯ã以äžã®ãããªå¯Ÿçãæå¹ã§ãã
- 瀟å ã§ããŒã¿åæãããŒã±ãã£ã³ã°ã®ã¹ãã«ãæã€äººæãè²æãã
- å€éšã®å°é家ãã³ã³ãµã«ã¿ã³ãã掻çšãã
- ããŒã¿ãµã€ãšã³ãã£ã¹ããªã©ã®å°éè·ãç©æ¥µçã«æ¡çšãã
- 瀟å ã§ããŒã¿æŽ»çšã«é¢ããå匷äŒãç ä¿®ãå®æœãã
å°é人æã確ä¿ããã¹ãã«ãç¶ç¶çã«åäžãããããšã§ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®å¹æãæ倧éã«åŒãåºãããšãã§ããŸãããŸããçµç¹å šäœã§ããŒã¿æŽ»çšã®éèŠæ§ãç解ããããŒã¿ããªãã³ãªææ決å®ãä¿é²ããããšãéèŠã§ãã
ããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã«ã¯ãããŒã¿ã®å質管çããã©ã€ãã·ãŒä¿è·ãå°é人æã®ç¢ºä¿ãªã©ãæ§ã ãªèª²é¡ããããŸãããããã®èª²é¡ã«é©åã«å¯ŸåŠããããŒã¿ãå¹æçã«æŽ»çšããããšã§ãWEBåºåæ¥çã«ãããããŒã±ãã£ã³ã°ã®æåã«ã€ãªããããšãã§ããã§ããããããžãã¹ããŒãœã³ã«ã¯ãããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã®éèŠæ§ãç解ãã課é¡è§£æ±ºã«åããŠç©æ¥µçã«åãçµãããšãæ±ããããŸãã
ãŸãšã
WEBåºåæ¥çã«ãããããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ã¯ã顧客ããŒã¿ãåéã»åæããåã ã®é¡§å®¢ã«æé©åãããåºåé ä¿¡ãè¡ãããšã§ãåºåå¹æã®æ倧åãç®æãææ³ã§ããããŒã¿ã®é©åãªç®¡çãšåæãã¿ãŒã²ãã£ã³ã°åºåã®é ä¿¡ã«ããã顧客æºè¶³åºŠã®åäžãã³ã¹ãåæžãªã©ã®ã¡ãªãããæåŸ ã§ããŸããäžæ¹ã§ãããŒã¿ã®å質管çããã©ã€ãã·ãŒä¿è·ãå°é人æã®ç¢ºä¿ãªã©ã®èª²é¡ã«ãé©åã«å¯ŸåŠããå¿ èŠããããŸããããŒã¿ããŒã¹ããŒã±ãã£ã³ã°ãå¹æçã«å®è·µããããšã§ãWEBåºåæ¥çã«ãããããŒã±ãã£ã³ã°ã®æåã«ã€ãªããããšãã§ããã§ãããã