èªåè»æ¥çã§ã¯ãåŸæ¥ã®ããŒã±ãã£ã³ã°ææ³ã«éçãèŠãå§ããŠãããæ¶è²»è ãšã®é¢ä¿æ§ãéèŠããæ°ããªã¢ãããŒããæ±ããããŠããŸããããã§æ³šç®ãããŠããã®ããSIPSã¢ãã«ã§ããSIPSã¢ãã«ã¯ãæ¶è²»è ãšã®å ±æãä¿¡é Œé¢ä¿ã®æ§ç¯ã«éç¹ã眮ããæŠç¥çãã¬ãŒã ã¯ãŒã¯ã§ãããèªåè»æ¥çã®èª²é¡è§£æ±ºãšæç¶çæé·ã«å€§ããè²¢ç®ãããšæåŸ ãããŠããŸããæ¬èšäºã§ã¯ãSIPSã¢ãã«ã®æŠèŠãšèªåè»æ¥çãžã®é©çšã«ã€ããŠãåå¿è ã«ããããããã解説ããŸãã
SIPSã¢ãã«ãšã¯äœãïŒ
SIPSã¢ãã«ã¯ãããŒã±ãã£ã³ã°ããã©ã³ãã£ã³ã°ã®åéã§æ³šç®ãããŠãããæ¶è²»è ãšã®é¢ä¿æ§ãæ§ç¯ããããã®æŠç¥çãã¬ãŒã ã¯ãŒã¯ã§ãããã®ã¢ãã«ã¯ãäŒæ¥ãšæ¶è²»è ã®éã«åŒ·ãçµãç¯ããé·æçãªé¢ä¿ãç¶æããããšãç®çãšããŠããŸãã
SIPSã¢ãã«ã®æŠèŠãšç¹åŸŽ
SIPSã¢ãã«ã®æ倧ã®ç¹åŸŽã¯ãæ¶è²»è ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãéèŠããå ±æãä¿¡é Œé¢ä¿ãæ§ç¯ããããšã«çŠç¹ãåœãŠãŠããç¹ã§ããåŸæ¥ã®ããŒã±ãã£ã³ã°ææ³ãäžæ¹çãªæ å ±çºä¿¡ã«åã£ãŠããã®ã«å¯ŸããSIPSã¢ãã«ã¯åæ¹åã®ã³ãã¥ãã±ãŒã·ã§ã³ãä¿é²ããæ¶è²»è ã®æèŠãææ ãå°éããŸãã
ãŸããSIPSã¢ãã«ã¯é·æçãªèŠç¹ã«ç«ã£ãé¢ä¿æ§ã®æ§ç¯ãéèŠããŠããŸããäžæçãªå£²äžå¢å ã§ã¯ãªãããã©ã³ãã«å¯Ÿããæçãä¿¡é ŒãéžæãããªããŒã¿ãŒãæšå¥šè ãå¢ããããšãç®æããŸãã
SIPSã¢ãã«ãæ§æãã4ã€ã®èŠçŽ
SIPSã¢ãã«ã¯ã以äžã®4ã€ã®èŠçŽ ããæ§æãããŠããŸãã
- SympathizeïŒå ±æããïŒïŒæ¶è²»è ã®ææ ã䟡å€èŠ³ãç解ããå ±æããããšã§ä¿¡é Œé¢ä¿ãç¯ããŸãã
- IdentifyïŒç¢ºèªããïŒïŒæ¶è²»è ã®ããŒãºã課é¡ãæ確ã«ææ¡ããé©åãªãœãªã¥ãŒã·ã§ã³ãæäŸããŸãã
- ParticipateïŒåå ããïŒïŒæ¶è²»è ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãä¿é²ãã補åéçºããµãŒãã¹æ¹åã«æŽ»ãããŸãã
- ShareïŒSpreadïŒå ±æã»æ¡æ£ããïŒïŒæ¶è²»è ã®æºè¶³åºŠãé«ãããã©ã³ãäœéšãä»è ãšå ±æã»æ¡æ£ããŠããããŸãã
ãããã®èŠçŽ ãææ©çã«é£æºãããããšã§ãæ¶è²»è ãšã®åŒ·ãçµãç¯ããé·æçãªé¢ä¿æ§ãæ§ç¯ããããšãå¯èœã«ãªããŸãã
SIPSã¢ãã«ãçãŸããèæ¯ãšç®ç
SIPSã¢ãã«ãçãŸããèæ¯ã«ã¯ãæ¶è²»è ã®äŸ¡å€èŠ³ãè¡åæ§åŒã®å€åããããŸããã€ã³ã¿ãŒãããã®æ®åã«ãã£ãŠæ å ±ãžã®ã¢ã¯ã»ã¹ã容æã«ãªããæ¶è²»è ã¯èªãæ å ±ãåéã»åæããŠè³Œè²·æ±ºå®ãäžãããã«ãªããŸããããŸãããœãŒã·ã£ã«ã¡ãã£ã¢ã®çºéã«ãããæ¶è²»è å士ãã€ãªãããäŒæ¥ã«å¯Ÿããè©äŸ¡ãæèŠãå ±æããããã«ãªããŸããã
ãã®ãããªç°å¢ã®å€åã«å¯Ÿå¿ãããããSIPSã¢ãã«ã¯åŸæ¥ã®ããŒã±ãã£ã³ã°ææ³ãèŠçŽããæ¶è²»è ãšã®é¢ä¿æ§æ§ç¯ã«éç¹ã眮ããã¢ãããŒããæå±ããŠããŸããSIPSã¢ãã«ã®ç®çã¯ãåãªã売äžå¢å ã§ã¯ãªãããã©ã³ãã«å¯Ÿããæçãä¿¡é Œãéžæããé·æçãªé¢ä¿æ§ãæ§ç¯ããããšã«ãããŸãã
èªåè»æ¥çã«ãããŠããSIPSã¢ãã«ã®é©çšã泚ç®ãããŠããŸããèªåè»ã¯é«é¡ãªååã§ãããè³Œå ¥æ±ºå®ãŸã§ã«æéãããããããæ¶è²»è ãšã®ä¿¡é Œé¢ä¿ã®æ§ç¯ãç¹ã«éèŠã§ããSIPSã¢ãã«ã掻çšããããšã§ãèªåè»ã¡ãŒã«ãŒã¯æ¶è²»è ã®ããŒãºã䟡å€èŠ³ãæ·±ãç解ããå ±æã«åºã¥ããã³ãã¥ãã±ãŒã·ã§ã³ãå®è·µã§ããŸãããŸããã¢ãã¿ãŒãµãŒãã¹ãã³ãã¥ããã£æŽ»åãéããŠãè³Œå ¥åŸãç¶ç¶çãªé¢ä¿æ§ãç¶æããããšãå¯èœã«ãªããŸãã
以äžã¯ãèªåè»æ¥çã«ãããSIPSã¢ãã«ã®é©çšäŸã§ãã
èŠçŽ | é©çšäŸ |
---|---|
SympathizeïŒå ±æããïŒ | ç°å¢æèã®é«ãæ¶è²»è ã«åããé»æ°èªåè»ã®éçºãšè²©ä¿ |
IdentifyïŒç¢ºèªããïŒ | 顧客ããŒã¿ã®åæã«ããããŒãºã®ææ¡ãšããŒãœãã©ã€ãºãããææ¡ |
ParticipateïŒåå ããïŒ | ãŠãŒã¶ãŒã³ãã¥ããã£ã®éå¶ãšè£œåéçºãžã®ãã£ãŒãããã¯æŽ»çš |
ShareïŒSpreadïŒå ±æã»æ¡æ£ããïŒ | åªãã顧客äœéšã®æäŸãšãœãŒã·ã£ã«ã¡ãã£ã¢ã§ã®å£ã³ãä¿é² |
SIPSã¢ãã«ã¯ãèªåè»æ¥çã«éãããããããæ¥çã§å¿çšå¯èœãªãã¬ãŒã ã¯ãŒã¯ã§ããæ¶è²»è ãšã®é¢ä¿æ§æ§ç¯ã«éç¹ã眮ããé·æçãªèŠç¹ã«ç«ã£ãããŒã±ãã£ã³ã°æŠç¥ãç«ãŠãããšã§ãäŒæ¥ã¯ãã匷åºãªãã©ã³ãåãç¯ãããšãã§ããã§ãããã
èªåè»æ¥çã«ãããSIPSã¢ãã«ã®éèŠæ§
èªåè»æ¥çã«ãããSIPSã¢ãã«ã®éèŠæ§ã¯ãè¿å¹ŽãŸããŸãé«ãŸã£ãŠããŸããSIPSã¢ãã«ã¯ãèªåè»ã¡ãŒã«ãŒãšæ¶è²»è ã®é¢ä¿æ§ã匷åããé·æçãªä¿¡é Œé¢ä¿ãæ§ç¯ããããã®æŠç¥çãã¬ãŒã ã¯ãŒã¯ãšããŠæ³šç®ãããŠããŸããæ¬èšäºã§ã¯ãèªåè»æ¥çã®çŸç¶ãšèª²é¡ãèžãŸããSIPSã¢ãã«ãäžããã€ã³ãã¯ããšããã®å°å ¥ã«ããæ¥çã®å€é©ã«ã€ããŠè§£èª¬ããŸãã
èªåè»æ¥çã®çŸç¶ãšèª²é¡
çŸåšã®èªåè»æ¥çã¯ãæè¡é©æ°ã®ã¹ããŒããå éããç°å¢æèã®é«ãŸããæ¶è²»è ããŒãºã®å€æ§åãªã©ãæ§ã ãªå€åã«çŽé¢ããŠããŸããé»æ°èªåè»ãã³ãã¯ãããã«ãŒãèªåé転æè¡ãªã©ãæ°ããæè¡ã次ã ãšç»å Žããäžæ¹ã§ãæ¶è²»è ã®äŸ¡å€èŠ³ã賌買è¡åã倧ããå€åããŠããŸãã
ãã®ãããªç°å¢äžã§ãèªåè»ã¡ãŒã«ãŒã¯ä»¥äžã®ãããªèª²é¡ãæ±ããŠããŸãã
- æè¡é©æ°ãžã®å¯Ÿå¿ãšå·®å¥å
- ç°å¢èŠå¶ã®åŒ·åãšé»ååãžã®ç§»è¡
- æ¶è²»è ããŒãºã®å€æ§åãšåå¥åãžã®å¯Ÿå¿
- ãã©ã³ããã€ã€ã«ãã£ã®äœäžãšé¡§å®¢é¢ã
ãããã®èª²é¡ã解決ããããã«ã¯ãåŸæ¥ã®ããŒã±ãã£ã³ã°ææ³ãèŠçŽããæ¶è²»è ãšã®ããæ·±ãé¢ä¿æ§ãæ§ç¯ããããšãäžå¯æ¬ ã§ããSIPSã¢ãã«ã¯ããã®èŠ³ç¹ããèªåè»æ¥çã«å€§ããªã€ã³ãã¯ããäžããå¯èœæ§ãç§ããŠããŸãã
SIPSã¢ãã«ãèªåè»æ¥çã«äžããã€ã³ãã¯ã
SIPSã¢ãã«ãèªåè»æ¥çã«é©çšããããšã§ã以äžã®ãããªã€ã³ãã¯ããæåŸ ã§ããŸãã
- æ¶è²»è ãšã®å ±æã«åºã¥ãã補åéçºãšããŒã±ãã£ã³ã°
- åã ã®æ¶è²»è ããŒãºã«åãããããŒãœãã©ã€ãºãããææ¡
- ãŠãŒã¶ãŒã³ãã¥ããã£ã®æŽ»æ§åãšè£œåéçºãžã®ãã£ãŒãããã¯æŽ»çš
- åªãã顧客äœéšã®æäŸã«ããå£ã³ãå¹æã®å¢å€§
SIPSã¢ãã«ãå°å ¥ããããšã§ãèªåè»ã¡ãŒã«ãŒã¯æ¶è²»è ãšã®é¢ä¿æ§ãæ·±åãããé·æçãªä¿¡é Œé¢ä¿ãæ§ç¯ããããšãã§ããŸããããã«ããããã©ã³ããã€ã€ã«ãã£ã®åäžãããªããŒãè³Œå ¥ã®å¢å ãæ°èŠé¡§å®¢ã®ç²åŸãªã©ãæåŸ ã§ããŸãã
ãŸããSIPSã¢ãã«ã¯ãèªåè»æ¥çã«ãããæ°ããªã€ãããŒã·ã§ã³ãä¿é²ããå¯èœæ§ããããŸããæ¶è²»è ãšã®åæ¹åã³ãã¥ãã±ãŒã·ã§ã³ãéããŠåŸãããæŽå¯ã掻ãããé©æ°çãªè£œåããµãŒãã¹ãéçºããããšãã§ããã§ãããã
SIPSã¢ãã«å°å ¥ã«ããèªåè»æ¥çã®å€é©
SIPSã¢ãã«ã®å°å ¥ã¯ãèªåè»æ¥çã«å€§ããªå€é©ãããããå¯èœæ§ããããŸãã以äžã¯ãSIPSã¢ãã«ãèªåè»æ¥çã«äžãã圱é¿ã®å ·äœäŸã§ãã
å€é©ã®é å | å ·äœäŸ |
---|---|
補åéçº | æ¶è²»è ã®ç°å¢æèãå©äŸ¿æ§ã«å¯ŸããããŒãºãåæ ããé»æ°èªåè»ãã³ãã¯ãããã«ãŒã®éçº |
ããŒã±ãã£ã³ã° | åã ã®æ¶è²»è ã®è¡åããŒã¿ãåæããããŒãœãã©ã€ãºããã販ä¿æŽ»åã®å±é |
ã¢ãã¿ãŒãµãŒãã¹ | ãŠãŒã¶ãŒã³ãã¥ããã£ã®éå¶ãšãæ¶è²»è ããã®ãã£ãŒãããã¯ã®è£œåæ¹åãžã®æŽ»çš |
ãã©ã³ãã£ã³ã° | åªãã顧客äœéšã®æäŸãšããœãŒã·ã£ã«ã¡ãã£ã¢ãéããå£ã³ãã®ä¿é²ã«ãããã©ã³ãã€ã¡ãŒãžã®åäž |
ãããã®å€é©ãéããŠãèªåè»æ¥çã¯æ¶è²»è ãšã®é¢ä¿æ§ã匷åããããæç¶å¯èœãªæé·ãå®çŸããããšãã§ããã§ããããSIPSã¢ãã«ã¯ãèªåè»ã¡ãŒã«ãŒãæ¶è²»è å¿åã®çµå¶ãå®è·µããããã®åŒ·åãªããŒã«ãšãªãåŸãŸãã
ãã ããSIPSã¢ãã«ã®å°å ¥ã«ããã£ãŠã¯ãçµç¹å šäœã®æèæ¹é©ãšãããŒã¿æŽ»çšã®ããã®åºç€æŽåãäžå¯æ¬ ã§ããèªåè»ã¡ãŒã«ãŒã¯ãããŒã±ãã£ã³ã°éšéã ãã§ãªãã補åéçºãå¶æ¥ãã¢ãã¿ãŒãµãŒãã¹ãªã©ãããããéšéãSIPSã¢ãã«ã®èãæ¹ãç解ããå®è·µããããšãæ±ããããŸãããŸããæ¶è²»è ããŒã¿ã®åéã»åæã»æŽ»çšã®ããã®äœå¶ãæŽããã»ãã¥ãªãã£ãšãã©ã€ãã·ãŒä¿è·ã«ãååãªé æ ®ãå¿ èŠã§ãã
SIPSã¢ãã«ã¯ãèªåè»æ¥çã«å€§ããªå¯èœæ§ãããããäžæ¹ã§ããã®å°å ¥ã«ã¯èª²é¡ãååšããŸããããããæ¶è²»è ãšã®é¢ä¿æ§æ§ç¯ã«éç¹ã眮ããé·æçãªèŠç¹ã«ç«ã£ãçµå¶ãå®è·µããããšã§ãèªåè»ã¡ãŒã«ãŒã¯å€åã®æ¿ããåžå Žç°å¢ã«ãããŠãæç¶çãªæé·ãå®çŸã§ããã§ããããSIPSã¢ãã«ã¯ããã®ããã®æåãªæéãšãªãã¯ãã§ãã
èªåè»æ¥çãSIPSã¢ãã«ãç©æ¥µçã«åãå ¥ããæ¶è²»è ãšã®çã®ä¿¡é Œé¢ä¿ãæ§ç¯ããããšã§ãæ¥çå šäœã®çºå±ãšãããè±ããªã¢ããªãã£ç€ŸäŒã®å®çŸã«ã€ãªããããšãæåŸ ãããŸãã
èªåè»æ¥çã§ã®SIPSã¢ãã«ã®å®è·µæ¹æ³
èªåè»æ¥çã«ãããŠãSIPSã¢ãã«ãå¹æçã«å®è·µããããã«ã¯ã瀟å äœå¶ã®æŽåãšæŠç¥çãªæœçã®ç«æ¡ãäžå¯æ¬ ã§ããæ¬ç« ã§ã¯ãSIPSã¢ãã«ãèªåè»æ¥çã§æŽ»çšããããã®å ·äœçãªæ¹æ³ã«ã€ããŠè§£èª¬ããŸãã
SIPSã¢ãã«ãåãå ¥ããããã®ç€Ÿå äœå¶ã¥ãã
SIPSã¢ãã«ãèªåè»æ¥çã§æåãããããã«ã¯ããŸã瀟å ã®æèæ¹é©ãšäœå¶ã¥ãããå¿ èŠã§ãã以äžã¯ãSIPSã¢ãã«ãåãå ¥ããããã®ç€Ÿå äœå¶ã¥ããã®èŠç¹ã§ãã
- çµå¶å±€ã®ã³ãããã¡ã³ããšå šç€Ÿçãªç解ã®éžæ
- éšééã®é£æºåŒ·åãšããŒã¿å ±æåºç€ã®æŽå
- æ¶è²»è å¿åã®äŒæ¥æåã®åœ¢æãšåŸæ¥å¡æè²ã®å®æœ
- å°ä»»ããŒã ã®èšçœ®ãšSIPSã¢ãã«ã®å®è·µã«åããæš©éã®ä»äž
SIPSã¢ãã«ãèªåè»æ¥çã§æåãããã«ã¯ãçµå¶å±€ã®ãªãŒããŒã·ãããšå šç€Ÿçãªååäœå¶ãäžå¯æ¬ ã§ãããŸããæ¶è²»è ããŒã¿ã®åéã»åæã»æŽ»çšã®ããã®åºç€æŽåãšãã»ãã¥ãªãã£ã»ãã©ã€ãã·ãŒä¿è·ãžã®é æ ®ãéèŠãªèŠçŽ ãšãªããŸãã
顧客ãšã®å ±æãçã¿åºãæœçã®ç«æ¡
SIPSã¢ãã«ã®ç¬¬äžæ®µéã§ãããSympathizeïŒå ±æããïŒããå®è·µããããã«ã¯ã顧客ãšã®å ±æãçã¿åºãæœçã®ç«æ¡ãå¿ èŠã§ãã以äžã¯ãèªåè»æ¥çã«ãããå ·äœçãªæœçäŸã§ãã
- ç°å¢æèã®é«ãæ¶è²»è ã«èšŽæ±ããé»æ°èªåè»ã®éçºãšè²©ä¿
- å®å šæ§ãå©äŸ¿æ§ã«é¢ããæ¶è²»è ã®é¢å¿ã«å¿ããå é²æè¡ã®å°å ¥
- ã©ã€ãã¹ã¿ã€ã«ã䟡å€èŠ³ã«åãããããŒãœãã©ã€ãºãããææ¡ã®å®æœ
- ãã©ã³ãã¹ããŒãªãŒã®æ§ç¯ãšå ±æãåŒã¶ã³ã³ãã³ãããŒã±ãã£ã³ã°ã®å±é
èªåè»ã¡ãŒã«ãŒã¯ãæ¶è²»è ã®ææ ã䟡å€èŠ³ãæ·±ãç解ããå ±æãçã¿åºããããªè£œåéçºãšããŒã±ãã£ã³ã°æœçãç«æ¡ããããšãæ±ããããŸããããŒã¿åæã«ããæ¶è²»è ç解ãšãã¯ãªãšã€ãã£ããªã¢ãããŒããçµã¿åãããããšãå¹æçã§ãããã
åå åããŒã±ãã£ã³ã°ã®å®æœãšå¹æ枬å®
SIPSã¢ãã«ã®ãParticipateïŒåå ããïŒãã®æ®µéã§ã¯ãæ¶è²»è ãšã®åæ¹åã³ãã¥ãã±ãŒã·ã§ã³ãä¿é²ããåå åããŒã±ãã£ã³ã°ãå®æœããããšãéèŠã§ãã以äžã¯ãèªåè»æ¥çã«ãããåå åããŒã±ãã£ã³ã°ã®äŸã§ãã
- ãŠãŒã¶ãŒã³ãã¥ããã£ã®éå¶ãšç©æ¥µçãªäº€æµã®ä¿é²
- 補åéçºãžã®ãŠãŒã¶ãŒåå ã®ä»çµã¿ã¥ãããšãã£ãŒãããã¯ã®æŽ»çš
- ã€ãã³ãããã£ã³ããŒã³ãéããæ¶è²»è ãšã®çŽæ¥çãªæ¥ç¹ã®åµåº
- ãœãŒã·ã£ã«ã¡ãã£ã¢ã掻çšããåæ¹åã³ãã¥ãã±ãŒã·ã§ã³ã®åŒ·å
åå åããŒã±ãã£ã³ã°ãå®æœããéã«ã¯ãé©åãªå¹æ枬å®ãšæ¹åã®ãµã€ã¯ã«ãåãããšãéèŠã§ããæ¶è²»è ã®åå¿ãè¡åããŒã¿ãåæããæœçã®å¹æãå®éçã«è©äŸ¡ããããšã§ãããé«ãææãçã¿åºãããšãã§ããã§ãããã
èªåè»æ¥çã«ãããSIPSã¢ãã«ã®å®è·µã¯ãæ¶è²»è ãšã®é·æçãªä¿¡é Œé¢ä¿ã®æ§ç¯ãšããã©ã³ã䟡å€ã®åäžã«å€§ããè²¢ç®ããŸãã瀟å äœå¶ã®æŽåãå ±æãçã¿åºãæœçã®ç«æ¡ãåå åããŒã±ãã£ã³ã°ã®å®æœãšå¹æ枬å®ãªã©ãæŠç¥çãªã¢ãããŒããéããŠãèªåè»ã¡ãŒã«ãŒã¯æ¶è²»è å¿åã®çµå¶ãå®çŸããããšãã§ããã®ã§ãã
SIPSã¢ãã«ãèªåè»æ¥çã«å°å ¥ããããšã§ãåãªã売äžå¢å ã§ã¯ãªããæ¶è²»è ãšã®åŒ·ãçµã«åºã¥ããæç¶çãªæé·ãå®çŸããããšãå¯èœãšãªããŸããèªåè»ã¡ãŒã«ãŒãSIPSã¢ãã«ãç©æ¥µçã«æŽ»çšããæ¶è²»è ãšã®é¢ä¿æ§æ§ç¯ã«æ³šåããããšã§ãæ¥çå šäœã®çºå±ãšãããè±ããªã¢ããªãã£ç€ŸäŒã®å®çŸã«ã€ãªããããšã§ãããã
ãŸãšã
SIPSã¢ãã«ã¯ãèªåè»æ¥çã«ãããæ¶è²»è ãšã®é¢ä¿æ§æ§ç¯ã«éèŠãªåœ¹å²ãæããæŠç¥çãã¬ãŒã ã¯ãŒã¯ã§ããå ±æã«åºã¥ããã³ãã¥ãã±ãŒã·ã§ã³ãšåå åããŒã±ãã£ã³ã°ãéããŠãèªåè»ã¡ãŒã«ãŒã¯æ¶è²»è ãšã®ä¿¡é Œé¢ä¿ã匷åããé·æçãªæé·ãå®çŸã§ããŸããSIPSã¢ãã«ã®å°å ¥ã«ã¯ç€Ÿå äœå¶ã®æŽåãšæŠç¥çãªæœçç«æ¡ãäžå¯æ¬ ã§ããããã®å®è·µã«ããèªåè»æ¥çã¯å€§ããªå€é©ãéããããšã§ããããSIPSã¢ãã«ã¯ãèªåè»æ¥çã®æç¶ççºå±ãšããè±ããªã¢ããªãã£ç€ŸäŒã®å®çŸã«è²¢ç®ããæåãªæéãšãªãã¯ãã§ãã