è¿å¹Žãããžãã¹ã®äžçã§LTVïŒLife Time Valueã顧客ç涯䟡å€ïŒãšããææšã泚ç®ãéããŠããŸããLTVãšã¯ãäžäººã®é¡§å®¢ãäŒæ¥ãšã®é¢ä¿ãéããŠç涯ã«ããã£ãŠããããçµæžç䟡å€ã®ããšãæããŸããæ°èŠé¡§å®¢ã®ç²åŸã«æ³šåããã ãã§ãªããæ¢å顧客ãšã®é·æçãªé¢ä¿æ§ãæ§ç¯ããç¶ç¶çãªåçãçã¿åºãããšã®éèŠæ§ãèªèããã€ã€ãããŸãã
ããããLTVã®æŠå¿µãèšç®æ¹æ³ããããŠå®éã®ããžãã¹ãžã®æŽ»çšæ¹æ³ã«ã€ããŠããŸã ç解ãååã«æµžéããŠãããšã¯èšããŸãããç¹ã«ãããããããžãã¹ãå§ããæ¹ããããŒã±ãã£ã³ã°ã®åºç€ãåŠãŒããšããæ¹ã«ãšã£ãŠãLTVã¯é£ããæãããããããã¯ãããããŸãããããã§æ¬èšäºã§ã¯ãLTVã®åºæ¬çãªèãæ¹ãããå ·äœçãªæŽ»çšæ¹æ³ãŸã§ãåå¿è åãã«ãããããã解説ããŠãããŸãã
æ¬èšäºãéããŠãèªè ã®çæ§ãLTVã®éèŠæ§ãç解ããèªç€Ÿã®ããžãã¹ã«ãããLTVåäžã®ããã®ãã³ããèŠåºããŠããã ããã°å¹žãã§ãã顧客ãšã®é·æçãªé¢ä¿æ§ãç¯ãããšããããžãã¹ã®æç¶çãªæé·ã«ã¯æ¬ ãããŸãããLTVãæèããçµå¶æŠç¥ã«ã€ããŠãäžç·ã«èããŠãããŸãããã
LTVïŒLife Time Valueã顧客ç涯䟡å€ïŒãšã¯ïŒ
LTVïŒLife Time Valueã顧客ç涯䟡å€ïŒãšã¯ãäŒæ¥ã顧客ããåŸãããç涯ã®å©çãè¡šãææšã§ããäžäººã®é¡§å®¢ãããã®äŒæ¥ã®ååããµãŒãã¹ãå©çšãç¶ããæéå šäœã§çã¿åºãå©çãäºæž¬ãããã®ã§ããã€ãŸãã顧客ãšã®é·æçãªé¢ä¿æ§ãéããŠåŸããã䟡å€ãæ°å€åãããã®ãšãããŸãã
è¿å¹ŽãäŒæ¥çµå¶ã«ãããŠLTVã泚ç®ãããããã«ãªã£ãŠããŸãããæ°èŠé¡§å®¢ã®ç²åŸã«åãå ¥ããã ãã§ãªããæ¢å顧客ãšã®é¢ä¿ã匷åããé·æçãªåçãçã¿åºãããšã®éèŠæ§ãèªèãããŠããããã§ããLTVãææ¡ããããšã§ãããŒã±ãã£ã³ã°æŠç¥ã®æé©åã顧客ã»ã°ã¡ã³ããŒã·ã§ã³ã«åœ¹ç«ãŠãããšãã§ããŸãã
LTVã®å®çŸ©ãšæŠèŠ
LTVã¯ã顧客äžäººåœãããå°æ¥ã«ããã£ãŠçã¿åºãã§ãããå©çã®åèšãè¡šããŸããå ·äœçã«ã¯ã顧客ã®å¹³åçãªå¥çŽæéãè³Œå ¥é »åºŠã1åãããã®è³Œå ¥éé¡ãªã©ãåºã«ç®åºãããŸãããã®ææšã¯ã顧客ãšã®é¢ä¿æ§ãé·æçãªèŠç¹ã§æãã顧客ã®äŸ¡å€ãå®éçã«è©äŸ¡ããããã«çšããããŸãã
LTVãèæ ®ããããšã§ãäŒæ¥ã¯ä»¥äžã®ãããªã¡ãªãããåŸãããšãã§ããŸãã
- ããŒã±ãã£ã³ã°æœçã®å¹æ枬å®ãæè³å¯Ÿå¹æã®ç®åºãå¯èœã«ãªã
- 顧客ã»ã°ã¡ã³ãããšã®åçæ§ãææ¡ããåªå é äœãä»ããããšãã§ãã
- 顧客ç¶æçã®æ¹åããã¯ãã¹ã»ã«ãã¢ããã»ã«ã®æ©äŒãèŠåºãã
- é·æçãªé¡§å®¢ãšã®é¢ä¿æ§ç¯ã«æ³šåããããšã§ãå®å®çãªåçåºç€ãç¯ãã
LTVãéèŠèŠãããçç±
LTVãéèŠèŠãããçç±ã¯ã以äžã®3ç¹ã«ãŸãšããããŸãã
- 顧客ç²åŸã³ã¹ãã®é«éš°
æ°èŠé¡§å®¢ã®ç²åŸã«ã¯å€ãã®ã³ã¹ããããããŸããåºåè²»ã販ä¿è²»ã人件費ãªã©ãç²åŸã³ã¹ãã¯å¹Žã å¢å åŸåã«ãããŸããäžæ¹ã§ãæ¢å顧客ãç¶æããã³ã¹ãã¯çžå¯Ÿçã«äœãæããããŸããLTVãé«ããããšã§ãç²åŸã³ã¹ããäžåãé·æçãªåçãèŠèŸŒãããšãã§ããã®ã§ãã - 顧客ãã€ã€ã«ãã£ã®éèŠæ§
LTVã®é«ã顧客ã¯ããã®ãã©ã³ãããµãŒãã¹ã«å¯Ÿãããã€ã€ã«ãã£ãé«ãåŸåã«ãããŸããæºè¶³åºŠãé«ãããªããŒãè³Œå ¥ãå£ã³ãã«ããæšå¥šè¡åãåããããã®ã§ãã顧客ãã€ã€ã«ãã£ãé«ããããšã¯ãå®å®çãªåçæºã®ç¢ºä¿ã«ã€ãªãããŸãã - ããŒã¿ããªãã³ããŒã±ãã£ã³ã°ã®æµžé
ããžã¿ã«åã®é²å±ã«ããã顧客ããŒã¿ã®åéãåæã容æã«ãªããŸããã賌買履æŽãè¡åããŒã¿ã掻çšããããšã§ã顧客äžäººã²ãšãã«æé©åããæœçãæã€ããšãå¯èœã§ããLTVãææšãšããŠçšããããšã§ãããŒã¿ã«åºã¥ããããŒã±ãã£ã³ã°ææ決å®ãè¡ããŸãã
LTVã®èšç®æ¹æ³
LTVã®èšç®æ¹æ³ã¯ãããžãã¹ã¢ãã«ãæ¥çã«ãã£ãŠç°ãªããŸãããåºæ¬çãªèãæ¹ã¯ä»¥äžã®éãã§ãã
LTV ïŒ é¡§å®¢ç涯æé à 平å泚æé¡ Ã æ³šæé »åºŠ
äŸãã°ãããECãµã€ãã®å Žåã以äžã®ãããªããŒã¿ãçšããŠLTVãç®åºããŸãã
- 顧客ç涯æéïŒ3幎
- å¹³å泚æé¡ïŒ1äžå
- 幎é泚æåæ°ïŒ4å
ãããã®ããŒã¿ãåœãŠã¯ãããšã以äžã®ããã«ãªããŸãã
LTV ïŒ 3幎 à 1äžå à 4å/幎 ïŒ 12äžå
ã€ãŸãããã®äŒæ¥ã®é¡§å®¢äžäººåœããã®LTVã¯12äžåãšããããšã«ãªããŸãããã ãããã®èšç®åŒã¯ãããŸã§ç°¡æçãªãã®ã§ããå®éã«ã¯ã顧客ç¶æçãå²åŒçãªã©ãèæ ®ã«å ¥ãããã粟緻ãªèšç®ãè¡ãå¿ èŠããããŸãããŸããæ¥çãååã»ãµãŒãã¹ã®ç¹æ§ã«ãã£ãŠãLTVã®èšç®æ¹æ³ã¯ç°ãªã£ãŠããŸãã
LTVãæ£ç¢ºã«ç®åºããããã«ã¯ã顧客ããŒã¿ã®èç©ãšåæãäžå¯æ¬ ã§ãã賌買履æŽã顧客å±æ§ãè¡åããŒã¿ãªã©ãåéããçµ±èšçãªææ³ãçšããŠäºæž¬ã¢ãã«ãæ§ç¯ããããšãæ±ããããŸãããã®ããã«ã¯ãããŒã¿åæã®ã¹ãã«ãæã€äººæããé©åãªããŒã«ã®æŽ»çšãæ¬ ãããŸããã
LTVãåäžãããã«ã¯ã顧客æºè¶³åºŠã®åäžãã顧客ãšã®ã³ãã¥ãã±ãŒã·ã§ã³åŒ·åãªã©ãæ§ã ãªæœçãèããããŸãã顧客ã®å£°ã«è³ãåŸããããŒãºã«åã£ããµãŒãã¹ãæäŸããããšãéèŠã§ãããŸããåªè¯é¡§å®¢ã®ç¹åŸŽãåæãã䌌ããããªå±æ§ã®èŠèŸŒã¿å®¢ã«ã¢ãããŒãããããšã§ãé«ãLTVãæåŸ ã§ãã顧客ãå¹ççã«ç²åŸããããšãã§ããã§ãããã
LTVã¯ãäŒæ¥ã®é·æçãªæé·ãšåçæ§ãå·Šå³ããéèŠãªææšã§ãã顧客äžäººã²ãšãã®äŸ¡å€ãæ倧åããããšã§ãããžãã¹ã®æç¶çãªçºå±ãå¯èœã«ãªããŸããèªç€Ÿã®äºæ¥ç¹æ§ãèžãŸããLTVãæèããçµå¶ãè¡ãããšãæ±ããããŠããŸãã
LTVãé«ããããã®ãã€ã³ã
LTVãé«ããããã«ã¯ã顧客ãšã®é·æçãªé¢ä¿æ§ãæ§ç¯ããç¶ç¶çãªäŸ¡å€æäŸãè¡ãããšãéèŠã§ããããã§ã¯ãLTVãåäžãããããã®å ·äœçãªãã€ã³ãã玹ä»ããŸãã
顧客æºè¶³åºŠã®åäž
LTVãé«ããããã®ç¬¬äžæ©ã¯ã顧客æºè¶³åºŠã®åäžã§ãã顧客ãååããµãŒãã¹ã«æºè¶³ããããšã§ããªããŒãè³Œå ¥ãå£ã³ãã«ããæšå¥šè¡åã«ã€ãªãããŸãããã®ããã«ã¯ã以äžã®ãããªåãçµã¿ãæå¹ã§ãã
- ååã»ãµãŒãã¹ã®å質åäž
- ã«ã¹ã¿ããŒãµããŒãã®å å®
- 顧客ã®å£°ã«è³ãåŸãããã£ãŒãããã¯ãåæ ãã
- 顧客ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ã匷åããä¿¡é Œé¢ä¿ãç¯ã
顧客æºè¶³åºŠãå®æçã«æž¬å®ããæ¹åã®ããã®PDCAãµã€ã¯ã«ãåãããšã倧åã§ãã顧客ã¢ã³ã±ãŒããNPSãªã©ã®ææšã掻çšããæºè¶³åºŠã®åäžã«åªããŸãããã
ãªããŒãè³Œå ¥ã®ä¿é²
LTVãé«ããããã«ã¯ããªããŒãè³Œå ¥ãä¿é²ããããšãæ¬ ãããŸãããäžåºŠè³Œå ¥ãã顧客ã«ãååºŠè³Œå ¥ããŠãããããã®æœçãè¬ããå¿ èŠããããŸãã以äžã®ãããªæ¹æ³ãèããããŸãã
- ãã€ã³ãããã°ã©ã ãäŒå¡ç¹å žã®å°å ¥
- è³Œå ¥å±¥æŽã«åºã¥ããããŒãœãã©ã€ãºãããã¬ã³ã¡ã³ã
- ãªãã€ã³ããŒã¡ãŒã«ãããã·ã¥éç¥ã«ããè³Œå ¥ãµã€ã¯ã«ã®æé©å
- éå®ååãç¹å¥ã»ãŒã«ã®æäŸ
ãŸãããµãã¹ã¯ãªãã·ã§ã³ã¢ãã«ã®å°å ¥ã«ãããç¶ç¶çãªåçãåŸãããšãã§ããŸããå®æçã«ååããµãŒãã¹ãå©çšããŠãããããšã§ãå®å®çãªãã£ãã·ã¥ãããŒã確ä¿ããŸãããã
ã¢ããã»ã«ãšã¯ãã¹ã»ã«ã®æŽ»çš
顧客äžäººåœããã®è³Œå ¥éé¡ãå¢ããããšããLTVåäžã«ã€ãªãããŸãããã®ããã«ã¯ãã¢ããã»ã«ãšã¯ãã¹ã»ã«ã®ææ³ã掻çšããã®ãæå¹ã§ãã
ã¢ããã»ã«ãšã¯ãçŸåšã®ååããµãŒãã¹ããã¯ã³ã©ã³ã¯äžã®ãã®ãææ¡ããããšã§ããäŸãã°ãåºæ¬ãã©ã³ãå©çšããŠãã顧客ã«ãããã°ã¬ãŒãã®é«ããã¬ãã¢ã ãã©ã³ãå§ãããªã©ã§ããäžæ¹ãã¯ãã¹ã»ã«ãšã¯ãé¢é£ååãè£å®çãªãµãŒãã¹ãææ¡ããããšãæããŸããã¹ããŒããã©ã³ãè³Œå ¥ãã顧客ã«ãä¿è·ã±ãŒã¹ãã€ã€ãã³ãªã©ã®ä»å±åãå§ããã®ã¯ã¯ãã¹ã»ã«ã®äžäŸã§ãã
顧客ã®è³Œè²·å±¥æŽãè¡åããŒã¿ãåæããããšã§ãé©åãªã¿ã€ãã³ã°ã§ã¢ããã»ã«ãã¯ãã¹ã»ã«ãè¡ãããšãã§ããŸãã顧客ã®ããŒãºãç確ã«æããä»å 䟡å€ã®é«ãææ¡ãè¡ãããšãéèŠã§ãããã ãããã€ãã売ã蟌ã¿ã¯éå¹æã«ãªãã®ã§ããã©ã³ã¹ãèããé ä¿¡èšèšãå¿ èŠäžå¯æ¬ ã§ãã
LTVãé«ããã«ã¯ã顧客ãšã®ãšã³ã²ãŒãžã¡ã³ããé«ããé·æçãªé¢ä¿æ§ãæ§ç¯ããããšãäœãã倧åã§ããäžéæ§ã®æœçã§ã¯ãªãã顧客èŠç¹ã«ç«ã£ãç¶ç¶çãªäŸ¡å€æäŸãå¿ãããŸãããã顧客ããŒã¿ã®åæã«åºã¥ããããŒã±ãã£ã³ã°æœçã®å®è¡ãšãPDCAãµã€ã¯ã«ã«ããæ¹åã®ç©ã¿éãããLTVåäžãžã®è¿éãšãªãã§ãããã
å ããŠãèªç€Ÿã®ååã»ãµãŒãã¹ã«æçãä¿¡é ŒãæããŠãããããšãéèŠãªãã€ã³ãã§ãããã©ã³ãã£ã³ã°ã®åŒ·åãã顧客ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãéããŠãææ çãªã€ãªãããæ·±ããŠãããŸãããã顧客ã«éžã°ãç¶ããããã®åªåãæ ãããé·æçãªé¢ä¿æ§ã®äžã§ãäºãã«äŸ¡å€ãæäŸãåããé¢ä¿ãç¯ããŠããããšããLTVåäžã®éµãæ¡ã£ãŠããŸãã
LTVã¯ãåãªãæ°å€ææšã§ã¯ãããŸãããããã¯ã顧客ãšã®ä¿¡é Œé¢ä¿ã®æ·±ããè¡šãéèŠãªå°ºåºŠãªã®ã§ãã顧客ã«å¯ãæ·»ããå ±ã«æ©ãã§ããããšã§ãé·æçãªåçã®æ¡å€§ãšããã©ã³ãã®äŸ¡å€åäžãå®çŸããããšãã§ããã§ããããLTVã®åäžã¯ãããžãã¹ã®æç¶çæé·ã«æ¬ ãããªãèŠçŽ ãšèšããŸãã
LTVã掻çšããçµå¶æŠç¥
LTVã掻çšããçµå¶æŠç¥ã¯ãé·æçãªèŠç¹ã§é¡§å®¢äŸ¡å€ãæ倧åããããšãç®çãšããŠããŸããåãªãçæçãªå£²äžæ¡å€§ã§ã¯ãªãã顧客ãšã®é¢ä¿æ§ã匷åããç¶ç¶çãªåçãçã¿åºãããšã«éç¹ã眮ããŸããããã§ã¯ãLTVãçµå¶æŠç¥ã®äžå¿ã«æ®ããããã®ãã€ã³ãã玹ä»ããŸãã
LTVã«åºã¥ãããŒã±ãã£ã³ã°æœç
LTVãåäžãããããã«ã¯ã顧客ã»ã°ã¡ã³ãããšã«ãã现ããªããŒã±ãã£ã³ã°æœçãå±éããå¿ èŠããããŸããé«ãLTVãèŠèŸŒããåªè¯é¡§å®¢ã«å¯ŸããŠã¯ãããããŒãœãã©ã€ãºãããã¢ãããŒããè¡ãããã€ã€ã«ãã£ã®åäžãå³ããŸããå ·äœçã«ã¯ã以äžã®ãããªæœçãèããããŸãã
- 賌買履æŽã«åºã¥ããã¬ã³ã¡ã³ããŒã·ã§ã³ã®æäŸ
- ç¹å¥ãªåªåŸ ããã°ã©ã ãéå®ã€ãã³ãã®éå¬
- 顧客ã®å£°ãåæ ããååã»ãµãŒãã¹éçº
- ã«ã¹ã¿ããŒãµã¯ã»ã¹ããŒã ã«ããæåããµããŒã
äžæ¹ãLTVãäœã顧客ã»ã°ã¡ã³ãã«å¯ŸããŠã¯ãã³ã¹ãå¹çãæèããããŒã±ãã£ã³ã°æœçãå®æœããŸããæ°èŠé¡§å®¢ã®ç²åŸããçæçãªå£²äžæ¡å€§ãç®çãšããæœçãå±éããããšã§ãåçæ§ã®åäžãå³ããŸãã
LTVãææšãšããKPIèšå®
LTVãçµå¶æŠç¥ã®äžå¿ã«æ®ããããã«ã¯ãé©åãªKPIïŒéèŠæ¥çžŸè©äŸ¡ææšïŒã®èšå®ãäžå¯æ¬ ã§ããåŸæ¥ã®å£²äžé«ãå©ççãšãã£ãææšã ãã§ãªãã顧客ç涯䟡å€ã«é¢é£ããKPIãå°å ¥ããããšãéèŠã§ããäŸãã°ã以äžã®ãããªKPIãèããããŸãã
- 顧客ç涯䟡å€ïŒLTVïŒ
- 顧客ç¶æç
- ãªããŒãç
- 顧客æºè¶³åºŠã¹ã³ã¢
- 解çŽçïŒãã£ãŒã³çïŒ
ãããã®KPIãå®æçã«æž¬å®ããæ¹åã®ããã®ã¢ã¯ã·ã§ã³ãèµ·ããããšãæ±ããããŸããKPIã®éæç¶æ³ãéšçœ²æšªæçã«å ±æããå šç€Ÿäžäžžãšãªã£ãŠLTVåäžã«åãçµãäœå¶ãæŽåããŸãããã
LTVãæèããçµç¹ã¥ãã
LTVãçµå¶æŠç¥ã®æ±ãšããããã«ã¯ãçµç¹å šäœã§LTVãæèããè¡åãä¿ãå¿ èŠããããŸãã顧客äžå¿ã®èãæ¹ã瀟å ã«æµžéãããéšçœ²éã®é£æºã匷åããããšãéèŠã§ããå ·äœçã«ã¯ã以äžã®ãããªåãçµã¿ãæå¹ã§ãã
- çµå¶é£ã«ããLTVéèŠã®æ¹éã®æ瀺
- å šç€Ÿå¡ã察象ãšããLTVæè²ã®å®æœ
- 顧客ããŒã¿ã®äžå 管çãšéšçœ²éã§ã®å ±æ
- 顧客ã®å£°ãéšçœ²æšªæçã«å ±æããä»çµã¿ã®å°å ¥
- LTVåäžã«è²¢ç®ãã瀟å¡ãžã®ã€ã³ã»ã³ãã£ãä»äž
å ããŠã顧客ããŒã¿ã®åæã»æŽ»çšãæšé²ããããã®å°éããŒã ãçµç¹ããããšãæ€èšã«å€ããŸããããŒã±ãã£ã³ã°ãå¶æ¥ãã«ã¹ã¿ããŒãµã¯ã»ã¹ãªã©ã顧客æ¥ç¹ãæã€éšçœ²ãé£æºããããŒã¿ããªãã³ãªææ決å®ãè¡ããäœå¶ãæŽããŸãããã
LTVãçµå¶æŠç¥ã®äžæ žã«æ®ããããšã¯ãäžæäžå€ã«ã¯ã§ããŸããããããããŠã³ã§ã®æ¹éã®åŸ¹åºãšãããã ã¢ããã§ã®æèæ¹é©ã®äž¡èŒªãæ¬ ãããŸãããé·æçãªèŠç¹ãæã¡ã顧客ãšã®é¢ä¿æ§æ§ç¯ã«æ³šåããããšã§ãæç¶çãªæé·ãå®çŸããããšãã§ããã§ããããLTVã¯ãäŒæ¥ã®æªæ¥ãå·Šå³ããéèŠãªææšã§ãããã®éèŠæ§ãèªèããå šç€Ÿäžäžžãšãªã£ãŠåãçµãã§ããããšãæ±ããããŠããŸãã
ãŸãšã
LTVïŒLife Time Valueã顧客ç涯䟡å€ïŒã¯ãäŒæ¥ã顧客ããåŸãããç涯ã®å©çãè¡šãéèŠãªææšã§ãã顧客ãšã®é·æçãªé¢ä¿æ§ãç¯ããç¶ç¶çãªåçãçã¿åºãããšããããžãã¹ã®æç¶çæé·ã«ã¯æ¬ ãããŸãããLTVãé«ããããã«ã¯ã顧客æºè¶³åºŠã®åäžããªããŒãè³Œå ¥ã®ä¿é²ãã¢ããã»ã«ãšã¯ãã¹ã»ã«ã®æŽ»çšãªã©ã®æœçãæå¹ã§ããããã«ãLTVãçµå¶æŠç¥ã®äžå¿ã«æ®ããããŒã±ãã£ã³ã°æœçãKPIèšå®ãçµç¹ã¥ããã«æŽ»ããããšã§ã顧客䟡å€ã®æ倧åãå³ãããšãã§ããã§ããããLTVãæèããçµå¶ã¯ãäŒæ¥ã®æªæ¥ãå·Šå³ããéèŠãªåãçµã¿ã§ãã