çŸè²šåºæ¥çã¯ãæ¶è²»è ããŒãºã®å€æ§åã競äºæ¿åã«ãããå³ããçµå¶ç°å¢ã«çŽé¢ããŠããŸããããããäžã§ã顧客äžäººäžäººã®ããŒãºãç確ã«æãããã现ãããªå¯Ÿå¿ãè¡ãOne to OneããŒã±ãã£ã³ã°ã®éèŠæ§ãé«ãŸã£ãŠããŸããOne to OneããŒã±ãã£ã³ã°ãå°å ¥ããããšã§ãçŸè²šåºã¯é¡§å®¢ãšã®é¢ä¿æ§ã匷åãã顧客æºè¶³åºŠãšãã€ã€ã«ãã£ã®åäžã売äžã¢ãããšå¹ççãªçµå¶ã«ã€ãªããããšãã§ããŸããæ¬èšäºã§ã¯ãOne to OneããŒã±ãã£ã³ã°ã®åºæ¬æŠå¿µãããçŸè²šåºã«ãããå°å ¥ã®éèŠæ§ãæåã®ããã®èŠå ãŸã§ãåå¿è åãã«åŸ¹åºçã«è§£èª¬ããŸãã
One to OneããŒã±ãã£ã³ã°ãšã¯äœã
One to OneããŒã±ãã£ã³ã°ãšã¯ã顧客äžäººäžäººã®ããŒãºãå奜ã«åããããã现ãããªããŒã±ãã£ã³ã°ææ³ã§ããçŸè²šåºã«ãããŠãããã®ææ³ãåãå ¥ããããšã§ã顧客æºè¶³åºŠã®åäžãšå£²äžã¢ãããå³ãããšãã§ããŸããããã§ã¯ãOne to OneããŒã±ãã£ã³ã°ã®åºæ¬æŠå¿µã«ã€ããŠè§£èª¬ããŸãã
One to OneããŒã±ãã£ã³ã°ã®å®çŸ©ãšæŠèŠ
One to OneããŒã±ãã£ã³ã°ãšã¯ã顧客åã ã®è³Œè²·å±¥æŽãå±æ§æ å ±ãªã©ã®ããŒã¿ãåæããããããã®é¡§å®¢ã«æé©åãããååããµãŒãã¹ãããã¢ãŒã·ã§ã³ãæäŸããããŒã±ãã£ã³ã°ææ³ã§ããçŸè²šåºã§ã¯ã以äžã®ãããªæ¹æ³ã§One to OneããŒã±ãã£ã³ã°ãå®è·µã§ããŸãã
- äŒå¡ã«ãŒãã顧客ããŒã¿ããŒã¹ã掻çšãã賌買履æŽã®åæ
- 顧客ã®å±æ§ãå奜ã«åãããååã¬ã³ã¡ã³ããŒã·ã§ã³
- ããŒãœãã©ã€ãºãããã¡ãŒã«ãã¬ãžã³ãDMã®é ä¿¡
- åºèå ã§ã®æ¥å®¢ããµãŒãã¹ã®åå¥å
ãã¹ããŒã±ãã£ã³ã°ãšã®éã
åŸæ¥ã®ãã¹ããŒã±ãã£ã³ã°ããäžç¹å®å€æ°ã®é¡§å®¢ã«å¯ŸããŠç»äžçãªã¢ãããŒããè¡ãã®ã«å¯ŸããOne to OneããŒã±ãã£ã³ã°ã¯åã ã®é¡§å®¢ã«çŠç¹ãåœãŠãŠããŸããäžè¡šã¯ãäž¡è ã®äž»ãªéãããŸãšãããã®ã§ãã
ãã¹ããŒã±ãã£ã³ã° | One to OneããŒã±ãã£ã³ã° |
---|---|
äžç¹å®å€æ°ã®é¡§å®¢ã察象 | åã ã®é¡§å®¢ã察象 |
ç»äžçãªã¢ãããŒã | ããŒãœãã©ã€ãºãããã¢ãããŒã |
çæçãªå£²äžéèŠ | é·æçãªé¡§å®¢é¢ä¿æ§ç¯éèŠ |
One to OneããŒã±ãã£ã³ã°ãããããã¡ãªãã
çŸè²šåºãOne to OneããŒã±ãã£ã³ã°ãå°å ¥ããããšã§ã以äžã®ãããªã¡ãªãããæåŸ ã§ããŸãã
- 顧客æºè¶³åºŠã®åäžïŒåã ã®ããŒãºã«åããããµãŒãã¹ã«ããã顧客æºè¶³åºŠãé«ãŸãã
- 顧客ãã€ã€ã«ãã£ã®åäžïŒããŒãœãã©ã€ãºããã察å¿ã«ããã顧客ãšã®é·æçãªé¢ä¿æ§ç¯ãå¯èœã
- 売äžã¢ããïŒé¡§å®¢ã®ããŒãºã«åã£ãååããµãŒãã¹ã®æäŸã«ããã売äžå¢å ãèŠèŸŒããã
- å¹ççãªããŒã±ãã£ã³ã°ïŒé¡§å®¢ããŒã¿ã®åæã«ãããå¹æçãªããã¢ãŒã·ã§ã³ãå®æœã§ããã
çŸè²šåºã«ãããOne to OneããŒã±ãã£ã³ã°ã¯ã顧客ãšã®é¢ä¿æ§åŒ·åãšæ¥çžŸåäžã«å€§ããè²¢ç®ããŸãã顧客ããŒã¿ã掻çšããåã ã®ããŒãºã«åãããã¢ãããŒããè¡ãããšã§ãçŸè²šåºã¯ç«¶äºåãé«ããŠããããšãã§ããã§ãããã
çŸè²šåºã«ãããOne to OneããŒã±ãã£ã³ã°ã®éèŠæ§
çŸè²šåºãåãå·»ãç°å¢å€åãšèª²é¡
è¿å¹ŽãçŸè²šåºæ¥çã¯æ¶è²»è ããŒãºã®å€æ§åã競äºã®æ¿åãªã©ã«ãããå³ããçµå¶ç°å¢ã«çŽé¢ããŠããŸããããããäžã§ã顧客äžäººäžäººã®ããŒãºãç確ã«æãããã现ãããªå¯Ÿå¿ãè¡ãOne to OneããŒã±ãã£ã³ã°ã®éèŠæ§ãé«ãŸã£ãŠããŸããçŸè²šåºã競äºåãç¶æã»åŒ·åããããã«ã¯ã顧客ãšã®é¢ä¿æ§ãæ·±ãããã€ã€ã«ãã£ãé«ããŠããããšãäžå¯æ¬ ã§ãã
One to OneããŒã±ãã£ã³ã°ã«ãã顧客ãã€ã€ã«ãã£ã®åäž
One to OneããŒã±ãã£ã³ã°ãå®è·µããããšã§ãçŸè²šåºã¯é¡§å®¢äžäººäžäººã®ããŒãºãå奜ã«åããããµãŒãã¹ãæäŸããããšãã§ããŸããäŸãã°ã以äžã®ãããªåãçµã¿ãèããããŸãã
- 賌買履æŽãå±æ§æ å ±ãåæãã顧客ã«åãããååã¬ã³ã¡ã³ããŒã·ã§ã³ãè¡ã
- ç¹å¥ãªèšå¿µæ¥ã«åããããã¬ãŒã³ããåªåŸ ãµãŒãã¹ãæäŸãã
- 顧客ã®å¥œã¿ã«åãããããŒãœãã©ã€ãºãããã¡ãŒã«ãã¬ãžã³ãé ä¿¡ãã
ãã®ããã«ã顧客äžäººäžäººã«å¯ãæ·»ã£ããã现ãããªãµãŒãã¹ãæäŸããããšã§ã顧客æºè¶³åºŠãšãã€ã€ã«ãã£ã®åäžãæåŸ ã§ããŸãã顧客ãšã®é·æçãªé¢ä¿ãæ§ç¯ãããªããŒãè³Œå ¥ãå£ã³ãã«ããæ°èŠé¡§å®¢ã®ç²åŸã«ãã€ãªãããŸãã
çŸè²šåºã®ç«¶äºå匷åã«å¯äžããOne to OneããŒã±ãã£ã³ã°
One to OneããŒã±ãã£ã³ã°ãå°å ¥ããããšã§ãçŸè²šåºã¯ç«¶åä»ç€Ÿãšã®å·®å¥åãå³ãããšãã§ããŸãã顧客ããŒã¿ã掻çšããå¹æçãªããŒã±ãã£ã³ã°æœçãå±éããããšã§ã以äžã®ãããªã¡ãªãããåŸãããŸãã
ã¡ãªãã | å 容 |
---|---|
売äžå¢å | åã ã®é¡§å®¢ããŒãºã«åã£ãååããµãŒãã¹ãæäŸããããšã§ã売äžã¢ããã«ã€ãªãã |
å¹ççãªããã¢ãŒã·ã§ã³ | 顧客ã®å±æ§ã賌買履æŽã«åºã¥ããã¿ãŒã²ãã£ã³ã°åºåã«ãããããã¢ãŒã·ã§ã³ã®å¹æãé«ãŸã |
åšåº«ç®¡çã®æé©å | 顧客ã®è³Œè²·åŸåãåæããããšã§ãéèŠäºæž¬ã®ç²ŸåºŠãåäžããåšåº«ç®¡çã®å¹çåãå³ãã |
One to OneããŒã±ãã£ã³ã°ãéããŠãçŸè²šåºã¯é¡§å®¢ãšã®é¢ä¿æ§ã匷åãã競äºåãé«ããŠããããšãã§ããŸãã顧客äžäººäžäººã®ããŒãºã«å¿ããããšã§ã顧客æºè¶³åºŠãšãã€ã€ã«ãã£ãåäžããã売äžã¢ãããšå¹ççãªçµå¶ã«ã€ãªããŠããããšãéèŠã§ãã
One to OneããŒã±ãã£ã³ã°ãæåã«å°ãèŠå
çŸè²šåºãOne to OneããŒã±ãã£ã³ã°ãæåãããããã«ã¯ãããã€ãã®éèŠãªèŠå ããããŸããããã§ã¯ã顧客ããŒã¿ã®é©åãªåéãšåæãããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ã®å®è·µãçµç¹äœå¶ãšãã€ã³ãã»ããã®å€é©ã«ã€ããŠè©³ãã解説ããŸãã
顧客ããŒã¿ã®é©åãªåéãšåæ
One to OneããŒã±ãã£ã³ã°ã®åºç€ãšãªãã®ãã顧客ããŒã¿ã®åéãšåæã§ããçŸè²šåºã§ã¯ã以äžã®ãããªæ¹æ³ã§é¡§å®¢ããŒã¿ãåéããããšãã§ããŸãã
- äŒå¡ã«ãŒãã®çºè¡ãšå©çšå±¥æŽã®èšé²
- åºèå ã§ã®è³Œè²·è¡åãæ¥å®¢å 容ã®èšé²
- ãªã³ã©ã€ã³ã¹ãã¢ã§ã®è³Œè²·å±¥æŽãã¢ã¯ã»ã¹è§£æ
- ã¢ã³ã±ãŒããã€ã³ã¿ãã¥ãŒã«ãã顧客ã®å£°ã®åé
åéããããŒã¿ãé©åã«åæããããšã§ã顧客ã®è³Œè²·åŸåãå奜ãã©ã€ãã¹ã¿ã€ã«ãªã©ãææ¡ããããšãã§ããŸããããŒã¿åæã«ã¯ã以äžã®ãããªææ³ãçšããããŸãã
åæææ³ | å 容 |
---|---|
RFMåæ | 顧客ã®çŽè¿ã®è³Œè²·æ¥(Recency)ãè³Œè²·é »åºŠ(Frequency)ã賌買éé¡(Monetary)ãåºã«ã顧客䟡å€ãè©äŸ¡ããææ³ |
ã¯ã©ã¹ã¿ãŒåæ | 顧客ã®å±æ§ã賌買è¡åã®é¡äŒŒæ§ã«åºã¥ããŠã顧客ãã°ã«ãŒãåããææ³ |
å調ãã£ã«ã¿ãªã³ã° | 顧客ã®è³Œè²·å±¥æŽãè©äŸ¡ããŒã¿ãåºã«ã䌌ãå奜ãæã€é¡§å®¢ãæœåºããååã¬ã³ã¡ã³ããŒã·ã§ã³ã«æŽ»çšããææ³ |
ãããã®åæã«ããã顧客äžäººäžäººã®ããŒãºãç¹æ§ãæ·±ãç解ããããšãã§ããŸããé©åãªããŒã¿åéãšåæã¯ãOne to OneããŒã±ãã£ã³ã°ã®åå°ãšãªãéèŠãªããã»ã¹ã§ãã
ããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ã®å®è·µ
顧客ããŒã¿ã®åæçµæãåºã«ãããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ãå®è·µããããšããOne to OneããŒã±ãã£ã³ã°ã®æ žå¿ã§ããçŸè²šåºã§ã¯ã以äžã®ãããªããŒãœãã©ã€ãºãããã¢ãããŒããå¯èœã§ãã
- 顧客ã®è³Œè²·å±¥æŽãå奜ã«åãããååã¬ã³ã¡ã³ããŒã·ã§ã³
- ç¹å¥ãªèšå¿µæ¥ãèªçæ¥ã«åããããã¬ãŒã³ããåªåŸ ãµãŒãã¹ã®æäŸ
- 顧客ã®å±æ§ãé¢å¿ã«åãããã¡ãŒã«ãã¬ãžã³ãDMã®é ä¿¡
- åºèå ã§ã®æ¥å®¢ããµãŒãã¹ã®åå¥å
ãããã®ããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ã«ããã顧客ã¯èªåã®ããŒãºã奜ã¿ã«åã£ããµãŒãã¹ãåããããšãã§ããæºè¶³åºŠãšãã€ã€ã«ãã£ãé«ãŸããŸããçŸè²šåºã¯ã顧客äžäººäžäººãšã®é¢ä¿æ§ãæ·±ããããšã§ãé·æçãªé¡§å®¢äŸ¡å€ã®åäžãå³ãããšãã§ããã®ã§ãã
çµç¹äœå¶ãšãã€ã³ãã»ããã®å€é©
One to OneããŒã±ãã£ã³ã°ãæåãããã«ã¯ãçµç¹å šäœã®äœå¶ãšãã€ã³ãã»ããã®å€é©ãäžå¯æ¬ ã§ããåŸæ¥ã®éšéå¥ã®çžŠå²ãçµç¹ã§ã¯ã顧客ããŒã¿ã®å ±æãé£æºãé£ãããããŒãœãã©ã€ãºããããµãŒãã¹ã®æäŸãå°é£ã§ããOne to OneããŒã±ãã£ã³ã°ãæšé²ããããã«ã¯ã以äžã®ãããªçµç¹äœå¶ã®èŠçŽããå¿ èŠã§ãã
- 顧客ããŒã¿ãäžå 管çããéšé暪æçã«æŽ»çšã§ããäœå¶ã®æ§ç¯
- ããŒã±ãã£ã³ã°ã販売ã顧客ãµãŒãã¹ãªã©ã®éšééã®é£æºåŒ·å
- çŸå Žã¹ã¿ãããžã®One to OneããŒã±ãã£ã³ã°ã®æµžéãšæè²
- ããããããžã¡ã³ãã«ããOne to OneããŒã±ãã£ã³ã°ãžã®ã³ãããã¡ã³ã
ãŸããçµç¹å šäœã§ã顧客äžå¿äž»çŸ©ãã®ãã€ã³ãã»ãããæã€ããšãéèŠã§ããäžäººäžäººã®é¡§å®¢ã«å¯ãæ·»ããããŒãºã«åã£ããµãŒãã¹ãæäŸãããšããæèã瀟å¡å šå¡ãå ±æããããšã§ãOne to OneããŒã±ãã£ã³ã°ã®å¹æãæ倧éã«çºæ®ãããŸãã
çŸè²šåºãOne to OneããŒã±ãã£ã³ã°ãæåãããã«ã¯ã顧客ããŒã¿ã®é©åãªåéãšåæãããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ã®å®è·µãçµç¹äœå¶ãšãã€ã³ãã»ããã®å€é©ãæ¬ ãããŸããããããã®èŠå ã«çç®ãã顧客äžäººäžäººãšã®é¢ä¿æ§åŒ·åã«åãçµãããšã§ãçŸè²šåºã¯ç«¶äºåãé«ããæç¶çãªæé·ãå®çŸããããšãã§ããã§ãããã
ãŸãšã
çŸè²šåºã«ãããOne to OneããŒã±ãã£ã³ã°ã¯ã顧客äžäººã²ãšãã®ããŒãºã«åããããµãŒãã¹ãååãæäŸããããšã§ã顧客æºè¶³åºŠã®åäžãšé·æçãªé¢ä¿æ§ç¯ãç®æãããŒã±ãã£ã³ã°ææ³ã§ãã顧客ããŒã¿ã®åéã»åæãããŒãœãã©ã€ãºãããã³ãã¥ãã±ãŒã·ã§ã³ããã€ã€ã«ãã£ããã°ã©ã ã®æŽ»çšãªã©ãéèŠãšãªããŸããOne to OneããŒã±ãã£ã³ã°ãå¹æçã«å®è·µããããšã§ãçŸè²šåºã¯é¡§å®¢ãšã®åŒ·ãçµãç¯ãã競äºåªäœæ§ã確ç«ããããšãã§ããã§ãããã