ã³ã³ããæ¥çã¯æ¿ãã競äºã«ãããããŠããã顧客ã®è¡åãå奜ãæ·±ãç解ããããšãéèŠã«ãªã£ãŠããŸããã³ããŒãåæã¯ãå ±éã®ç¹æ§ãæã€ãŠãŒã¶ãŒã°ã«ãŒãããšã®è¡åãå€åãäžå®æéã«ããã£ãŠåæããææ³ã§ãã³ã³ããã«ãããŠã顧客ç解ãšããŒã±ãã£ã³ã°æŠç¥ã®æ ¹å¹¹ããªãéèŠãªããŒã«ã§ããæ¬èšäºã§ã¯ãã³ããŒãåæã®åºæ¬æŠå¿µãããã³ã³ãããžã®å ·äœçãªé©çšæ¹æ³ãå®è·µæé ãŸã§ãåå¿è åãã«åŸ¹åºçã«è§£èª¬ããŸããããŒã¿ã«åºã¥ããææ決å®ãè¡ãããšã§ã顧客æºè¶³åºŠã®åäžãšããžãã¹ã®æé·ãå®çŸããããã®ãã³ããåŸãããã§ãããã
ã³ããŒãåæãšã¯äœã
ã³ããŒãåæã®å®çŸ©ãšåºæ¬æŠå¿µ
ã³ããŒãåæãšã¯ãå ±éã®ç¹æ§ãæã€ãŠãŒã¶ãŒã°ã«ãŒãïŒã³ããŒãïŒãå®çŸ©ãããã®ã°ã«ãŒãããšã®è¡åãå€åãäžå®æéã«ããã£ãŠåæããææ³ã§ããã³ããŒããšã¯ãåãææã«åãã€ãã³ããçµéšãããŠãŒã¶ãŒçŸ€ã®ããšãæããŸããäŸãã°ããããµãŒãã¹ãåãæã«å©çšãå§ãããŠãŒã¶ãŒããåããã£ã³ããŒã³ã«åå¿ãããŠãŒã¶ãŒãªã©ãã³ããŒããšããŠå®çŸ©ãããŸãã
ã³ããŒãåæã§ã¯ããŠãŒã¶ãŒãå±æ§ãè¡åã«ãã£ãŠã°ã«ãŒãåããæç³»åã§ã®å€åã远跡ããŸããããã«ããããµãŒãã¹ã®æ¹åç¹ãåé¡ç¹ãç¹å®ãããŠãŒã¶ãŒã®ãšã³ã²ãŒãžã¡ã³ããå®ççãåäžãããããã®æœçãç«ãŠãããšãã§ããŸããã³ããŒãåæã¯ããŠãŒã¶ãŒã®è¡åãã¿ãŒã³ãå奜ã®å€åãç解ããããã«éåžžã«æå¹ãªããŒã«ã§ãã
ã³ããŒãåæã®ç®çãšéèŠæ§
ã³ããŒãåæã®äž»ãªç®çã¯ããŠãŒã¶ãŒã®è¡åãç¹æ§ãç解ããããžãã¹ã®ææ決å®ã«æŽ»çšããããšã§ããå ·äœçã«ã¯ä»¥äžã®ãããªç¹ãæããããŸãã
- ãŠãŒã¶ãŒã®ãšã³ã²ãŒãžã¡ã³ããå®ççã®ææ¡
- ããŒã±ãã£ã³ã°æœçã®å¹æ枬å®
- ãµãŒãã¹ã®æ¹åç¹ãåé¡ç¹ã®ç¹å®
- ãŠãŒã¶ãŒã®ã©ã€ãã¿ã€ã ããªã¥ãŒã®äºæž¬
- ãŠãŒã¶ãŒã»ã°ã¡ã³ããŒã·ã§ã³ã®æé©å
ã³ããŒãåæã¯ãããžãã¹ã®æé·ãæ¹åã«çŽçµããéèŠãªåæææ³ã§ãããŠãŒã¶ãŒã®è¡åãæ·±ãç解ããããšã§ãé©åãªæœçãæã¡åºãã顧客æºè¶³åºŠã®åäžãããžãã¹ã®æé·ãå®çŸã§ããŸãããŸããã³ããŒãåæã«ãã£ãŠåŸãããç¥èŠã¯ãæ°ããªãµãŒãã¹éçºãããŒã±ãã£ã³ã°æŠç¥ã®ç«æ¡ã«ã掻ããããšãã§ããŸãã
ã³ããŒãåæãšRFMåæã®éã
ã³ããŒãåæãšRFMåæã¯ãã©ã¡ãããŠãŒã¶ãŒã®è¡åãåæããææ³ã§ãããã¢ãããŒãã®ä»æ¹ãç°ãªããŸãã
RFMåæã¯ãRecencyïŒæçµè³Œå ¥æ¥ïŒãFrequencyïŒè³Œå ¥é »åºŠïŒãMonetaryïŒè³Œå ¥éé¡ïŒã®3ã€ã®ææšãçšããŠããŠãŒã¶ãŒãåé¡ããææ³ã§ããããã«ãããåªè¯é¡§å®¢ã®ç¹å®ããŠãŒã¶ãŒã»ã°ã¡ã³ããŒã·ã§ã³ãè¡ãããšãã§ããŸããRFMåæã¯ãäž»ã«åã ã®ãŠãŒã¶ãŒã®äŸ¡å€ãè©äŸ¡ããããã«çšããããŸãã
äžæ¹ãã³ããŒãåæã¯ããŠãŒã¶ãŒãå±æ§ãè¡åã«ãã£ãŠã°ã«ãŒãåãããã®ã°ã«ãŒãããšã®å€åãæç³»åã§è¿œè·¡ããææ³ã§ããã³ããŒãåæã§ã¯ããŠãŒã¶ãŒã°ã«ãŒãå šäœã®åŸåãå€åãææ¡ããããšãã§ããŸãããŸããã³ããŒãåæã¯ããµãŒãã¹ã®æ¹åç¹ãåé¡ç¹ãç¹å®ããããã«çšããããããšãå€ãã§ãã
RFMåæãšã³ããŒãåæã¯ãç®çãåæ察象ãç°ãªããŸãããã©ã¡ãããŠãŒã¶ãŒã®è¡åãç解ããããã«éèŠãªææ³ã§ããäž¡è ãçµã¿åãããããšã§ããã詳现ãªãŠãŒã¶ãŒåæãå¯èœã«ãªããå¹æçãªããŒã±ãã£ã³ã°æœçããµãŒãã¹æ¹åã«ã€ãªããããšãã§ããŸãã
ã³ã³ããã«ãããã³ããŒãåæã®æŽ»çšæ¹æ³
ã³ã³ããæ¥çã®çŸç¶ãšã³ããŒãåæã®å¿ èŠæ§
è¿å¹Žãã³ã³ããæ¥çã¯æ¿ãã競äºã«ãããããŠããŸããåºèæ°ã®å¢å ãååã®å€æ§åã«ããã顧客ã®éžæè¢ãå¢ããåã ã®ã³ã³ãããããã«é¡§å®¢ãæ¹ãã€ãããªããŒã¿ãŒãç²åŸã§ããããéèŠã«ãªã£ãŠããŠããŸãããã®ç¶æ³äžã«ãããŠãã³ããŒãåæã¯ã顧客ã®è¡åãå奜ã®å€åãç解ããå¹æçãªããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããã«å¿ èŠäžå¯æ¬ ãªããŒã«ãšãªã£ãŠããŸãã
ã³ã³ããæ¥çã§ã¯ã顧客ã®æ¥åºé »åºŠã賌買è¡åãååã®éžæãªã©ãéèŠãªææšãšãªããŸããã³ããŒãåæãçšããããšã§ãç¹å®ã®æéã«æ°èŠã«æ¥åºãã顧客矀ãã©ã®ããã«æšç§»ããŠããã®ãããŸããã©ã®ãããªååã奜ãã§è³Œå ¥ããã®ããææ¡ããããšãã§ããŸãããã®æ å ±ã掻çšããŠã顧客ã®ããŒãºã«åã£ãååã®åæãã販ä¿æŽ»åãè¡ãããšãå¯èœã«ãªããŸãã
ã³ã³ããã§ã®ã³ããŒãåæã®å ·äœçãªé©çšäŸ
ã³ã³ããã«ãããã³ããŒãåæã®å ·äœçãªé©çšäŸãšããŠã以äžã®ãããªãã®ãæããããŸãã
- æ°èŠé¡§å®¢ã®å®ççåæ
ç¹å®ã®æéã«æ°èŠã«æ¥åºãã顧客ãäžã€ã®ã³ããŒããšããŠå®çŸ©ãããã®åŸã®æ¥åºé »åºŠã賌買è¡åã远跡ããããšã§ãæ°èŠé¡§å®¢ã®å®ççãåæããããšãã§ããŸãããã®åæã«ãããæ°èŠé¡§å®¢ãæ¹ãã€ããæœçã®å¹æããæ°èŠé¡§å®¢ããªããŒã¿ãŒã«ãªããŸã§ã®æéãªã©ãææ¡ããããšãå¯èœã«ãªããŸãã - ååå¥ã®è³Œè²·è¡ååæ
ç¹å®ã®ååãè³Œå ¥ãã顧客ãã³ããŒããšããŠå®çŸ©ãããã®åŸã®è³Œè²·è¡åã远跡ããããšã§ãååå¥ã®é¡§å®¢ã®å奜ã賌買ãã¿ãŒã³ãåæããããšãã§ããŸãããã®åæã«ãããååããšã®å£²äžã®æšç§»ããé¢é£ååã®è³Œè²·åŸåãªã©ãææ¡ããããšãå¯èœã«ãªããŸãã - ãã£ã³ããŒã³å¹æã®æž¬å®
ç¹å®ã®ãã£ã³ããŒã³ã«åå¿ãã顧客ãã³ããŒããšããŠå®çŸ©ãããã®åŸã®è³Œè²·è¡åã远跡ããããšã§ããã£ã³ããŒã³ã®å¹æã枬å®ããããšãã§ããŸãããã®åæã«ãããã©ã®ãããªãã£ã³ããŒã³ã顧客ãæ¹ãã€ãã売äžã®åäžã«ã€ãªããã®ããææ¡ããããšãå¯èœã«ãªããŸãã
ãããã®é©çšäŸã¯äžéšã§ãããã³ããŒãåæã掻çšããããšã§ã顧客ã®è¡åãå奜ãããæ·±ãç解ããããŒã¿ã«åºã¥ããããŒã±ãã£ã³ã°ææ決å®ãè¡ãããšãã§ããŸãã
ã³ããŒãåæãçšããã³ã³ããã®ããŒã±ãã£ã³ã°æŠç¥
ã³ããŒãåæããåŸãããç¥èŠã掻ãããŠãã³ã³ããã®ããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããšãã§ããŸããå ·äœçã«ã¯ä»¥äžã®ãããªæœçãèããããŸãã
- 顧客ã»ã°ã¡ã³ããŒã·ã§ã³ã®æé©å
ã³ããŒãåæã«ããã顧客ã®è¡åãå奜ã«åºã¥ããã»ã°ã¡ã³ããŒã·ã§ã³ãè¡ãããšãã§ããŸããåã»ã°ã¡ã³ãã®ç¹æ§ã«åãããååã®åæãã販ä¿æŽ»åãè¡ãããšã§ã顧客ã®ããŒãºã«ããç確ã«å¿ããããšãå¯èœã«ãªããŸãã - ãªããŒã¿ãŒåãã®æœç
ã³ããŒãåæã«ããããªããŒã¿ãŒã®è³Œè²·è¡åãå奜ãææ¡ããããšãã§ããŸãããªããŒã¿ãŒã®æ¥åºé »åºŠãç¶æã»åäžãããããã«ããã€ã³ãããã°ã©ã ã®åŒ·åããéå®ååã®æäŸãªã©ã®æœçãè¬ããããšãæå¹ã§ãã - æ°èŠé¡§å®¢ã®ç²åŸ
ã³ããŒãåæã«ãããæ°èŠé¡§å®¢ã®å®ççã賌買è¡åãææ¡ããããšãã§ããŸããæ°èŠé¡§å®¢ãå¹æçã«ç²åŸããããã«ãé åçãªãã£ã³ããŒã³ã®å®æœããæ°ååã®å°å ¥ãªã©ã®æœçãè¡ãããšãéèŠã§ãã - ååéçºãžã®æŽ»çš
ã³ããŒãåæã«ããã顧客ã®ååéžæã®åŸåãå奜ã®å€åãææ¡ããããšãã§ããŸãããã®æ å ±ã掻çšããŠã顧客ã®ããŒãºã«åã£ãæ°ååã®éçºããæ¢åååã®ãªãã¥ãŒã¢ã«ãè¡ãããšãå¯èœã«ãªããŸãã
ã³ã³ããæ¥çã«ãããŠãã³ããŒãåæã¯é¡§å®¢ç解ãšããŒã±ãã£ã³ã°æŠç¥ã®æ ¹å¹¹ããªãéèŠãªææ³ã§ããããŒã¿ã«åºã¥ããææ決å®ãè¡ãããšã§ãæ¿ãã競äºãåã¡æãã顧客æºè¶³åºŠã®åäžãšããžãã¹ã®æé·ãå®çŸããããšãã§ããã§ããããã³ã³ããå瀟ããã³ããŒãåæã掻çšããããŒã±ãã£ã³ã°æŠç¥ã«ããã«æ³šåããŠããããšãæåŸ ãããŸãã
ã³ã³ããã§ã³ããŒãåæãå®è·µããæé
ã³ããŒãåæã«å¿ èŠãªããŒã¿ã®åéãšæºå
ã³ã³ããã§ã³ããŒãåæãå®è·µããããã«ã¯ããŸãå¿ èŠãªããŒã¿ãåéããåæã«é©ãã圢åŒã§æºåããå¿ èŠããããŸããå ·äœçã«ã¯ã以äžã®ãããªããŒã¿ãå¿ èŠã«ãªããŸãã
- 顧客IDïŒåã ã®é¡§å®¢ãèå¥ããããã®ãŠããŒã¯ãªID
- 賌買æ¥æïŒé¡§å®¢ãååãè³Œå ¥ããæ¥æ
- è³Œå ¥ååïŒé¡§å®¢ãè³Œå ¥ããååã®æ å ±ïŒåååãã«ããŽãªãäŸ¡æ Œãªã©ïŒ
- 顧客å±æ§ïŒé¡§å®¢ã®å±æ§æ å ±ïŒå¹Žéœ¢ãæ§å¥ãå± äœå°ãªã©ïŒ
ãããã®ããŒã¿ã¯ãPOSã·ã¹ãã ããã€ã³ãã«ãŒãã®ããŒã¿ããåéããããšãã§ããŸããåéããããŒã¿ã¯ãåæããããããã«ãçµ±äžããããã©ãŒãããã§ä¿åããå¿ èŠã«å¿ããŠã¯ãªãŒãã³ã°ãå å·¥ãè¡ããŸãã
ã³ããŒãåæã®å®æœæé ãšæ³šæç¹
ããŒã¿ã®æºåãã§ãããã以äžã®æé ã§ã³ããŒãåæãå®æœããŸãã
- ã³ããŒãã®å®çŸ©
åæã®ç®çã«å¿ããŠãã³ããŒããå®çŸ©ããŸããäŸãã°ãæ°èŠé¡§å®¢ã®å®ççãåæããå Žåã¯ãç¹å®ã®æéã«æ°èŠã«æ¥åºãã顧客ãã³ããŒããšããŠå®çŸ©ããŸãã - ã³ããŒãããŒãã«ã®äœæ
å®çŸ©ããã³ããŒãããšã«ãææšïŒæ¥åºé »åºŠã賌買éé¡ãªã©ïŒãéèšããã³ããŒãããŒãã«ãäœæããŸããã³ããŒãããŒãã«ã¯ãåã³ããŒãã®ææšãæç³»åã§äžŠã¹ããã®ã«ãªããŸãã - ã³ããŒãã®åæ
ã³ããŒãããŒãã«ãçšããŠãåã³ããŒãã®ææšã®æšç§»ãåæããŸããã³ããŒãéã®å·®ç°ããæéçµéã«ããå€åãªã©ã«çç®ããŸãã - 仮説ã®æ€èšŒ
åæçµæããã顧客ã®è¡åãå奜ã«é¢ãã仮説ãç«ãŠãè¿œå ã®åæãæœçã®å®æœã«ããã仮説ã®æ€èšŒãè¡ããŸãã
ã³ããŒãåæãå®æœããéã¯ã以äžã®ç¹ã«æ³šæãå¿ èŠã§ãã
- ã³ããŒãã®å®çŸ©ã¯ãåæã®ç®çã«åãããŠé©åã«è¡ã
- ææšã®éžæã¯ãããžãã¹ã®ç®æšã«æ²¿ã£ããã®ã«ãã
- å€éšèŠå ïŒå£ç¯æ§ãçµæžç¶æ³ãªã©ïŒã®åœ±é¿ãèæ ®ãã
- åæçµæã¯ãä»ã®åæææ³ãå®æ§çãªæ å ±ãšçµã¿åãããŠè§£éãã
ã³ããŒãåæã®çµæã®è§£éãšæŽ»çšæ¹æ³
ã³ããŒãåæã®çµæã解éããéã¯ã以äžã®ãããªç¹ã«çç®ããŸãã
- ã³ããŒãéã®å·®ç°
åã³ããŒãã®ææšãæ¯èŒããåªããããã©ãŒãã³ã¹ã瀺ãã³ããŒãã®ç¹åŸŽãææ¡ããŸãããã®æ å ±ã掻çšããŠãåªè¯é¡§å®¢ã®å±æ§ãè¡åãã¿ãŒã³ãç解ããããšãã§ããŸãã - æéçµéã«ããå€å
åã³ããŒãã®ææšã®æšç§»ãåæããæéã®çµéãšãšãã«ã©ã®ããã«å€åããã®ããææ¡ããŸãããã®æ å ±ããã顧客ã®ã©ã€ããµã€ã¯ã«ãããã€ã€ã«ãã£ã®å€åãªã©ãç解ããããšãã§ããŸãã - æœçã®å¹ææ€èšŒ
ç¹å®ã®æœçãå®æœããã¿ã€ãã³ã°ã§ã³ããŒããåå²ããæœçã®ååŸã§ã³ããŒãã®ææšãæ¯èŒããããšã§ãæœçã®å¹æãæ€èšŒããããšãã§ããŸãã
ã³ããŒãåæã®çµæã¯ã以äžã®ãããªããŒã±ãã£ã³ã°æœçã«æŽ»çšããããšãã§ããŸãã
- 顧客ã»ã°ã¡ã³ããŒã·ã§ã³ã®æé©å
- ãªããŒã¿ãŒåãã®æœçã®ç«æ¡
- æ°èŠé¡§å®¢ã®ç²åŸæœçã®æ¹å
- ååéçºãåæãã®æé©å
ã³ã³ããã«ãããŠãã³ããŒãåæã¯é¡§å®¢ç解ãšããŒã±ãã£ã³ã°æœçã®æ¹åã«å€§ããè²¢ç®ããŸããããŒã¿ã«åºã¥ããææ決å®ãè¡ãããšã§ã顧客æºè¶³åºŠã®åäžãšããžãã¹ã®æé·ãå®çŸããããšãã§ããã§ããããã³ããŒãåæãå®æçã«å®æœããPDCAãµã€ã¯ã«ãåããŠããããšãéèŠã§ãã
ãŸãšã
ã³ã³ããã«ãããã³ããŒãåæã¯ã顧客ã®è¡åãå奜ãæ·±ãç解ããããã«éåžžã«æå¹ãªããŒã«ã§ããå ±éã®ç¹æ§ãæã€ãŠãŒã¶ãŒã°ã«ãŒãããšã®è¡åãå€åãæç³»åã§è¿œè·¡ããããšã§ã顧客ã®ããŒãºã«åã£ãååã®åæãã販ä¿æŽ»åãè¡ãããšãå¯èœã«ãªããŸããã³ããŒãåæã®å ·äœçãªé©çšäŸãšããŠã¯ãæ°èŠé¡§å®¢ã®å®ççåæãååå¥ã®è³Œè²·è¡ååæããã£ã³ããŒã³å¹æã®æž¬å®ãªã©ãæããããŸããã³ããŒãåæããåŸãããç¥èŠã掻ãããŠã顧客ã»ã°ã¡ã³ããŒã·ã§ã³ã®æé©åããªããŒã¿ãŒåãã®æœçãæ°èŠé¡§å®¢ã®ç²åŸãååéçºãžã®æŽ»çšãªã©ã®ããŒã±ãã£ã³ã°æŠç¥ãç«æ¡ããããšãã§ããŸããããŒã¿ã«åºã¥ããææ決å®ãè¡ãããšã§ã顧客æºè¶³åºŠã®åäžãšããžãã¹ã®æé·ãå®çŸããããã®ãã³ããåŸãããã§ãããã