ããŒã±ãã£ã³ã°ã«ãããŠã顧客ãšã®é¢ä¿æ§ãéèŠããããšã®éèŠæ§ãé«ãŸã£ãŠããŸããããããåçºçãªè²©å£²ä¿é²ã ãã§ã¯ãé·æçãªé¡§å®¢ãšã®çµãç¯ãããšã¯å°é£ã§ããããã§æ³šç®ãããŠããã®ãããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã§ãããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãšã¯ã顧客ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãéããŠä¿¡é Œé¢ä¿ãæ§ç¯ãããã€ã€ã«ãã£ã®é«ã顧客ãç²åŸããããšãç®æãããŒã±ãã£ã³ã°ææ³ã§ãããã®èšäºã§ã¯ããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®æŠèŠãéèŠæ§ãå®è·µæ¹æ³ã«ã€ããŠããããããã解説ããŸãããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãç解ãã顧客ãšã®é·æçãªé¢ä¿æ§ãç¯ãããšã§ãããžãã¹ã®æåã«ã€ãªããŸãããã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãšã¯
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãšã¯ã顧客ãšã®é·æçãªé¢ä¿æ§ã®æ§ç¯ãšç¶æã«éç¹ã眮ããããŒã±ãã£ã³ã°ææ³ã§ããåçºçãªè²©å£²ä¿é²ã§ã¯ãªãã顧客ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãéããŠä¿¡é Œé¢ä¿ãç¯ãã顧客æºè¶³åºŠãé«ããããšã§ããã€ã€ã«ãã£ã®é«ã顧客ãç²åŸããããšãç®æããŸãã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®å®çŸ©
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã¯ã顧客ãšã®é¢ä¿æ§ã«çŠç¹ãåœãŠãããŒã±ãã£ã³ã°æŠç¥ã§ããã以äžã®ãããªç¹åŸŽããããŸãã
- 顧客ãšã®åæ¹åã®ã³ãã¥ãã±ãŒã·ã§ã³ãéèŠãã
- 顧客ã®ããŒãºãèŠæãç解ããããã«å¿ããããšã§ä¿¡é Œé¢ä¿ãæ§ç¯ãã
- 顧客ãšã®ã€ãªãããé·æçã«ç¶æããç¶ç¶çãªååŒãç®æã
- 顧客ã®ç涯䟡å€ïŒLTVïŒLife Time ValueïŒãæ倧åããããšãç®çãšãã
åŸæ¥ã®ããŒã±ãã£ã³ã°ãæ°èŠé¡§å®¢ã®ç²åŸã«éç¹ã眮ããŠããã®ã«å¯Ÿãããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã§ã¯ãæ¢å顧客ãšã®é¢ä¿æ§ã匷åãããªããŒãè³Œå ¥ãå£ã³ãã«ããæ°èŠé¡§å®¢ã®ç²åŸãç®æããŸãã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®ç®ç
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®äž»ãªç®çã¯ä»¥äžã®éãã§ãã
- 顧客æºè¶³åºŠã®åäž
- 顧客ã®ããŒãºãç解ããããã«å¿ããããšã§æºè¶³åºŠãé«ãã
- é«ãæºè¶³åºŠã¯ããªããŒãè³Œå ¥ãå£ã³ãå¹æã«ã€ãªãã
- 顧客ãã€ã€ã«ãã£ã®åäž
- ç¶ç¶çãªã³ãã¥ãã±ãŒã·ã§ã³ãåªãããµãŒãã¹ãæäŸããããšã§ã顧客ã®å¿ èª å¿ãé«ãã
- ãã€ã€ã«ãã£ã®é«ã顧客ã¯ãé·æçãªåçæºãšãªã
- 顧客ç涯䟡å€ã®æ倧å
- 顧客ãšã®é¢ä¿æ§ãç¶æããç¶ç¶çãªååŒãä¿é²ããããšã§ã顧客ç涯䟡å€ãæ倧åãã
- æ°èŠé¡§å®¢ã®ç²åŸã³ã¹ãã«æ¯ã¹ãæ¢å顧客ã®ç¶æã³ã¹ãã¯äœãæãããã
ãããã®ç®çãéæããããã«ããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã§ã¯ã顧客ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãéèŠããåã ã®é¡§å®¢ã«åãããã¢ãããŒããè¡ããŸãã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®ç¹åŸŽ
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã«ã¯ã以äžã®ãããªç¹åŸŽããããŸãã
ç¹åŸŽ | 説æ |
---|---|
åæ¹åã®ã³ãã¥ãã±ãŒã·ã§ã³ | äŒæ¥ãšé¡§å®¢ã®éã§æŽ»çºãªã³ãã¥ãã±ãŒã·ã§ã³ãè¡ããä¿¡é Œé¢ä¿ãæ§ç¯ãã |
ããŒãœãã©ã€ãŒãŒã·ã§ã³ | 顧客ã®åå¥ããŒãºã«åããããµãŒãã¹ãæ å ±ãæäŸãã |
é·æçãªé¢ä¿æ§ã®ç¶æ | äžæçãªååŒã§ã¯ãªããç¶ç¶çãªé¢ä¿æ§ãç¶æããããšã§ã顧客ãã€ã€ã«ãã£ãé«ãã |
顧客ããŒã¿ã®æŽ»çš | 顧客æ å ±ãåéã»åæããå¹æçãªããŒã±ãã£ã³ã°æœçã«åœ¹ç«ãŠã |
ãããã®ç¹åŸŽã掻ããããšã§ããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã¯é¡§å®¢ãšã®åŒ·ãçµã圢æããé·æçãªåçæ§ã®åäžãå®çŸããŸãããŸãã顧客ãšã®é¢ä¿æ§ãéèŠããããšã§ã競åä»ç€Ÿãšã®å·®å¥åãå³ãããšãã§ããŸãã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãæåãããããã«ã¯ã顧客ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãã£ãã«ãé©åã«éžæãã顧客ã®å£°ã«è³ãåŸããããšãéèŠã§ãããŸããåéãã顧客ããŒã¿ãå¹æçã«åæã»æŽ»çšããåã ã®é¡§å®¢ã«åãããã¢ãããŒããè¡ãããšãæ±ããããŸãã
ä»æ¥ã®ç«¶äºã®æ¿ããããžãã¹ç°å¢ã«ãããŠããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã¯äŒæ¥ã«ãšã£ãŠæ¬ ãããªãæŠç¥ã®äžã€ãšãªã£ãŠããŸãã顧客ãšã®ä¿¡é Œé¢ä¿ãç¯ããé·æçãªé¢ä¿æ§ãç¶æããããšã§ãäŒæ¥ã¯å®å®ããåçåºç€ã確ä¿ããæç¶çãªæé·ãå®çŸããããšãã§ããã®ã§ãã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®éèŠæ§
è¿å¹ŽãäŒæ¥ããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãéèŠããããã«ãªã£ãŠããŸããããã®èæ¯ã«ã¯ã顧客ãšã®é·æçãªé¢ä¿æ§ãæ§ç¯ãç¶æããããšããããžãã¹ã®æåã«äžå¯æ¬ ã ãšèªèãããããã«ãªã£ãããšããããŸããããã§ã¯ããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãéèŠèŠãããçç±ã«ã€ããŠãããã€ãã®èŠ³ç¹ãã説æããŸãã
顧客ãã€ã€ã«ãã£ã®åäž
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®æ倧ã®ç®çã¯ã顧客ãã€ã€ã«ãã£ã®åäžã§ãã顧客ãšã®ç¶ç¶çãªã³ãã¥ãã±ãŒã·ã§ã³ããããŒãºã«åããããµãŒãã¹ã®æäŸã«ããã顧客æºè¶³åºŠãé«ããããšãã§ããŸããæºè¶³åºŠã®é«ã顧客ã¯ããªããŒãè³Œå ¥ãä»è ãžã®æšå¥šãªã©ããã€ã€ã«ãã£è¡åã瀺ãå¯èœæ§ãé«ããªããŸãã
ãã€ã€ã«ãã£ã®é«ã顧客ãç²åŸããããšã¯ãäŒæ¥ã«ãšã£ãŠæ§ã ãªã¡ãªããããããããŸããäŸãã°ããã€ã€ã«ãã£ã®é«ã顧客ã¯ãäŸ¡æ Œã«å¯Ÿããæ床ãäœããå€å°ã®å€äžãããã£ãŠãè³Œå ¥ãç¶ããåŸåããããŸãããŸããæ°ååããµãŒãã¹ã®å°å ¥æã«ã¯ãç©æ¥µçã«è©Šã姿å¢ã瀺ãããšãæåŸ ã§ããŸãã
ããã«ããã€ã€ã«ãã£ã®é«ã顧客ã¯ãäŒæ¥ã® advocatesïŒæè·è ïŒãšãªããå£ã³ããéããŠæ°èŠé¡§å®¢ã®ç²åŸã«è²¢ç®ããŠãããŸãã顧客ããã®æšå¥šã¯ãåºåãªã©ã®äŒæ¥ããã®ã¡ãã»ãŒãžãããä¿¡é Œæ§ãé«ããããå¹æçãªæ°èŠé¡§å®¢ç²åŸæ段ãšãªããŸãã
é·æçãªåçã®å¢å
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã¯ã顧客ç涯䟡å€ïŒCLV: Customer Lifetime ValueïŒã®æ倧åãç®æããŸããCLVãšã¯ããã顧客ãäŒæ¥ãšååŒãç¶ããéã«çã¿åºãå©çã®ç·é¡ãæããŸããäžåºŠç²åŸãã顧客ãé·æçã«ç¶æããããšã§ããã®é¡§å®¢ãããããåçãæ倧åããããšãã§ããŸãã
æ°èŠé¡§å®¢ã®ç²åŸã«ã¯å€ãã®ã³ã¹ããããããŸãããæ¢å顧客ã®ç¶æã³ã¹ãã¯çžå¯Ÿçã«äœãæããããŸãããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãå®è·µããããšã§ãæ¢å顧客ã®ç¶æçãé«ããé·æçãªåçã®å¢å ãå®çŸã§ããŸãã
ãŸããé·æçãªé¢ä¿æ§ãç¯ãã顧客ã¯ãã¯ãã¹ã»ã«ãã¢ããã»ã«ã®æ©äŒãå¢ããŸããã¯ãã¹ã»ã«ãšã¯ãé¢é£ååããµãŒãã¹ã®ææ¡ã«ããã顧客ã®è³Œå ¥åç®ãå¢ããããšã§ããã¢ããã»ã«ãšã¯ãããé«äŸ¡ãªååããµãŒãã¹ãžã®ä¹ãæããä¿ãããšã§ãããããã®ææ³ã«ãããäžäººåœããã®é¡§å®¢äŸ¡å€ãé«ããããšãã§ããŸãã
競åä»ç€Ÿãšã®å·®å¥å
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã¯ã競åä»ç€Ÿãšã®å·®å¥åãå³ãæå¹ãªæ段ã§ãã補åããµãŒãã¹ã®å質ãåçã®å Žåã顧客ãšã®é¢ä¿æ§ã®åŒ·ãã競äºåªäœæ§ãçã¿åºãèŠå ãšãªããŸãã
顧客äžäººã²ãšãã«åããããã现ãããªå¯Ÿå¿ãã顧客ã®å£°ã«çæ¯ã«è³ãåŸãã姿å¢ã¯ã顧客ããã®ä¿¡é Œãç²åŸããä»ç€Ÿãšã®å·®å¥åã«ã€ãªãããŸãããŸãã顧客ãšã®é·æçãªé¢ä¿æ§ãæ§ç¯ããããšã§ã競åä»ç€Ÿã顧客ã奪ãããšãå°é£ã«ããŸãã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãéããŠç¯ãã匷åºãªé¡§å®¢åºç€ã¯ãäŒæ¥ã®æç¶çãªç«¶äºåªäœæ§ã®æºæ³ãšãªããŸãã顧客ãšã®çµãæ·±ããããšã§ãäŒæ¥ã¯åžå Žã«ããã確åºããå°äœã確ç«ããããšãã§ããã®ã§ãã
以äžã®ããã«ããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã¯ã顧客ãã€ã€ã«ãã£ã®åäžãé·æçãªåçã®å¢å ã競åä»ç€Ÿãšã®å·®å¥åãªã©ãäŒæ¥ã«ãšã£ãŠå€ãã®ã¡ãªããããããããŸãã顧客ãšã®é¢ä¿æ§ãéèŠããé·æçãªèŠç¹ã§ããŒã±ãã£ã³ã°æŽ»åãè¡ãããšããããžãã¹æåã®éµãšãªãã§ãããã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®å®è·µæ¹æ³
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãæåãããããã«ã¯ã顧客ãšã®é¢ä¿æ§ãæ·±ããé·æçãªä¿¡é Œãæ§ç¯ããããšãäžå¯æ¬ ã§ããããã§ã¯ããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãå®è·µããäžã§éèŠãªæ¹æ³ã«ã€ããŠèª¬æããŸãã
顧客ããŒã¿ã®åéãšåæ
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®åºç€ãšãªãã®ã¯ã顧客ããŒã¿ã®åéãšåæã§ãã顧客ã®è³Œè²·å±¥æŽãå±æ§ãè¡åãã¿ãŒã³ãªã©ã®æ å ±ãåéããåæããããšã§ãåã ã®é¡§å®¢ã®ããŒãºãå奜ãææ¡ããããšãã§ããŸãããã®æ å ±ã掻çšããŠãããŒãœãã©ã€ãºãããã¢ãããŒããè¡ãããšãéèŠã§ãã
顧客ããŒã¿ã®åéã«ã¯ãæ§ã ãªæ¹æ³ããããŸããäŸãã°ãäŒå¡ç»é²å¶åºŠãå°å ¥ããç»é²æã«é¡§å®¢æ å ±ãåéããæ¹æ³ããããŸãããŸãããªã³ã©ã€ã³ã¹ãã¢ã§ã®è³Œè²·å±¥æŽããã¢ã³ã±ãŒã調æ»ã«ãã顧客ã®å£°ã®åéãªã©ãå€æ§ãªãã£ãã«ã掻çšããããšãå¹æçã§ãã
åéããããŒã¿ã¯ãCRMïŒé¡§å®¢é¢ä¿ç®¡çïŒã·ã¹ãã ãªã©ãçšããŠäžå 管çããåæãè¡ããŸããããŒã¿åæã«ããã顧客ã®ã»ã°ã¡ã³ããŒã·ã§ã³ãã賌買è¡åã®äºæž¬ãã¯ãã¹ã»ã«ãã¢ããã»ã«ã®æ©äŒã®ç¹å®ãªã©ãå¯èœãšãªããŸãã
ããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã«ãããŠã顧客ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ã¯æ¥µããŠéèŠã§ããäžæ¹çãªæ å ±çºä¿¡ã§ã¯ãªããåã ã®é¡§å®¢ã«åãããããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ãè¡ãããšãæ±ããããŸãã
ããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ãå®çŸããããã«ã¯ã顧客ããŒã¿ã掻çšãã顧客ã®ç¹æ§ãããŒãºã«å¿ããã¡ãã»ãŒãžãçºä¿¡ããããšãå¿ èŠã§ããäŸãã°ã顧客ã®è³Œè²·å±¥æŽã«åºã¥ããŠãé¢é£ååã®ã¬ã³ã¡ã³ããŒã·ã§ã³ãè¡ã£ããã顧客ã®èªçæ¥ã«ç¹å¥ãªãªãã¡ãŒãæ瀺ãããããããšã§ã顧客ãšã®çµãæ·±ããããšãã§ããŸãã
ãŸããã³ãã¥ãã±ãŒã·ã§ã³ã®ãã£ãã«ã顧客ã®å¥œã¿ã«åãããŠéžæããããšãéèŠã§ããã¡ãŒã«ãSNSããã€ã¬ã¯ãã¡ãŒã«ãªã©ã顧客ã奜ããã£ãã«ã䜿ãåããããšã§ãã¡ãã»ãŒãžã®å°éçãå¹æãé«ããããšãã§ããŸãã
顧客ãšã³ã²ãŒãžã¡ã³ãã®åäž
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã§ã¯ã顧客ãšã³ã²ãŒãžã¡ã³ãïŒé¡§å®¢ãšã®çµïŒãé«ããããšãéèŠãªç®æšã®äžã€ã§ãããšã³ã²ãŒãžã¡ã³ãã®é«ã顧客ã¯ããã©ã³ããžã®æçã loyalty ã匷ããé·æçãªé¢ä¿æ§ãç¯ãããšãã§ããŸãã
顧客ãšã³ã²ãŒãžã¡ã³ããåäžãããããã«ã¯ã顧客ãšã®åæ¹åã®ã³ãã¥ãã±ãŒã·ã§ã³ãä¿é²ããããšãæå¹ã§ããäŸãã°ããœãŒã·ã£ã«ã¡ãã£ã¢äžã§é¡§å®¢ã®å£°ã«è³ãåŸããç©æ¥µçã«å¯Ÿè©±ãè¡ãããšã§ã顧客ãšã®è·é¢ãçž®ããããšãã§ããŸãããŸãã顧客åå åã®ãã£ã³ããŒã³ãã€ãã³ããéå¬ãã顧客ã«èœåçã«é¢ãã£ãŠãããããšãå¹æçã§ãã
顧客ã®å£°ã«çæ¯ã«è³ãåŸãã顧客ã®èŠæãäžæºã«è¿ éã«å¯Ÿå¿ããããšãããšã³ã²ãŒãžã¡ã³ãåäžã«å¯äžããŸãã顧客ããã®ãã£ãŒãããã¯ãåéããããã補åããµãŒãã¹ã®æ¹åã«æŽ»ããããšã§ã顧客ã®æºè¶³åºŠãé«ããããšãã§ããŸãã
ããã«ãåªè¯é¡§å®¢ã«å¯Ÿããç¹å¥ãªåªéæªçœ®ãããã€ã€ã«ãã£ããã°ã©ã ã®å°å ¥ãªã©ãããšã³ã²ãŒãžã¡ã³ãã®åäžã«åœ¹ç«ã¡ãŸãã顧客ã®è²¢ç®ã«å ±ããããšã§ããã©ã³ããžã®æçãå¿ èª å¿ãé«ããããšãã§ããã®ã§ãã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®å®è·µã«ã¯ã顧客ããŒã¿ã®åéã»åæãããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ã顧客ãšã³ã²ãŒãžã¡ã³ãã®åäžãäžå¯æ¬ ã§ãããããã®æ¹æ³ãå¹æçã«çµã¿åãããããšã§ã顧客ãšã®é·æçãªé¢ä¿æ§ãæ§ç¯ããããžãã¹ã®æåã«ã€ãªããããšãã§ããã§ãããã顧客äžäººã²ãšããšåãåãã䟡å€ããäœéšãæäŸãç¶ããããšãããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã®æ¬è³ªãªã®ã§ãã
ãŸãšã
ãªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ã¯ã顧客ãšã®é·æçãªé¢ä¿æ§ã®æ§ç¯ãéèŠãã顧客ãã€ã€ã«ãã£ã®åäžãç涯䟡å€ã®æ倧åãç®æãããŒã±ãã£ã³ã°ææ³ã§ãã競äºã®æ¿ããçŸä»£ã®ããžãã¹ç°å¢ã«ãããŠã顧客ãšã®ã€ãªããã匷åããããšã¯äŒæ¥ã®æç¶çãªæé·ã«äžå¯æ¬ ã§ãããªã¬ãŒã·ã§ã³ã·ãã ããŒã±ãã£ã³ã°ãå®è·µããããã«ã¯ã顧客ããŒã¿ã®åéã»åæãããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ã顧客ãšã³ã²ãŒãžã¡ã³ãã®åäžã«åãçµãå¿ èŠããããŸãã顧客äžäººã²ãšãã«å¯ãæ·»ããä¿¡é Œé¢ä¿ãç¯ãããšã§ãäŒæ¥ã¯å®å®ããåçåºç€ã確ä¿ãã競åä»ç€Ÿãšã®å·®å¥åãå³ãããšãã§ããã§ãããã