ã°ããŒãã«çµç¹å šäœã§åçæé·ãšå¹çãä¿é²ããã髿§èœãªã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéãèšç«ã»æ¡å€§ããæ¹æ³ãåŠã³ãŸãã
ã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéã®æ§ç¯ïŒå æ¬çã¬ã€ã
仿¥ã®çžäºæ¥ç¶ãããäžçã§ã¯ãäŒæ¥ã¯ãŸããŸãã°ããŒãã«èŠæš¡ã§äºæ¥ãå±éããŠããŸãããã®ç«¶äºã®æ¿ããç°å¢ã§æåããããã«ã¯ãçµç¹ã«ã¯å ç¢ã§æç¢ºã«å®çŸ©ãããã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéãå¿ èŠã§ãããã®å æ¬çãªã¬ã€ãã¯ãã°ããŒãã«çµç¹å šäœã§åçæé·ãä¿é²ããå¹çãåäžããã顧客äœéšã匷åãã髿§èœãªã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ããŒã ãæ§ç¯ããæ¡å€§ããããã®ããŒãããããæäŸããŸãã
ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ãšã¯äœãïŒ
ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ïŒãã°ãã°ã³ããŒã·ã£ã«ãªãã¹ããŸãã¯åã«ããªãã¹ããšåŒã°ããïŒã¯ãå¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ããã®ä»ã®åçåµåºããŒã ã飿ºãããããã»ã¹ãæé©åãããã¯ãããžãŒã掻çšããããŒã¿äž»å°ã®æææ±ºå®ãæšé²ããæŠç¥çæ©èœã§ããããã¯ããã¹ãŠã®ããŒã ãåæããŠåããå šäœçãªåçç®æšã«è²¢ç®ããããšãä¿èšŒããã忥ãšã³ãžã³ã®ååæºãšããŠæ©èœããŸãã
忥çµç¹å šäœãäžã€ã«ãŸãšããæ¥çå€ã®ãããªãã®ã ãšèããŠãã ãããã³ã©ãã¬ãŒã·ã§ã³ãä¿é²ããã¯ãŒã¯ãããŒãåçåããæ å ±ã«åºã¥ããããžãã¹äžã®æææ±ºå®ãè¡ãããã«å¿ èŠãªæŽå¯ãæäŸããŸãã
ã°ããŒãã«ããžãã¹ã«ãšã£ãŠã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ãéèŠãªçç±
ã°ããŒãã«ããžãã¹ã«ãšã£ãŠãç°ãªãå°åãæåãã¿ã€ã ãŸãŒã³ã«ãŸããã£ãŠäºæ¥ãå±éããè€éããããæç¢ºã«å®çŸ©ãããã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéã®éèŠæ§ã¯å¢å¹ ãããŸãã以äžã«ãã®éèŠæ§ã瀺ããŸãã
- æšæºåãšäžè²«æ§ïŒ ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ã¯ãç°ãªãå°åéã§ããã»ã¹ãããŒã«ãæ¹æ³è«ã®äžè²«æ§ã確ä¿ããå¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ãžã®çµ±äžãããã¢ãããŒããå¯èœã«ããŸããããã«ãããç°ãªãåžå Žéã§ã®ããã©ãŒãã³ã¹ã®è¿œè·¡ãåæãæ¯èŒãåäžããŸãã
- å¹çæ§ãšã¹ã±ãŒã©ããªãã£ïŒ ã¯ãŒã¯ãããŒãåçåããã¿ã¹ã¯ãèªååãããªãœãŒã¹ãäžå åããããšã§ãã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ã¯å¹çæ§ãšã¹ã±ãŒã©ããªãã£ãæšé²ããäŒæ¥ã倧ããªéçšäžã®ãªãŒããŒããããªãã«æ°ããåžå Žãžæ¡å€§ããããšãå¯èœã«ããŸãã
- ããŒã¿äž»å°ã®æææ±ºå®ïŒ ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ã¯ããªãœãŒã¹é åãåžå Žåå ¥æŠç¥ã補åéçºãäŸ¡æ Œèšå®ã«é¢ããæ å ±ã«åºã¥ããæææ±ºå®ãè¡ãããã«å¿ èŠãªããŒã¿ãšæŽå¯ãæäŸããŸããããã«ãããçµç¹ã¯æè³ãæé©åããæè³åççïŒROIïŒãæå€§åããããšãã§ããŸãã
- 顧客äœéšã®åäžïŒ å¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ã飿ºãããããšã§ãã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ã¯ãã¹ãŠã®ã¿ãããã€ã³ãã§ã·ãŒã ã¬ã¹ã§äžè²«ãã顧客äœéšãä¿èšŒããŸããããã«ããã顧客æºè¶³åºŠããã€ã€ã«ãã£ãæ¯æãåäžããŸãã
- ã³ã©ãã¬ãŒã·ã§ã³ãšã³ãã¥ãã±ãŒã·ã§ã³ã®åŒ·åïŒ ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ã¯ãç°ãªãããŒã ãå°åéã®ã³ã©ãã¬ãŒã·ã§ã³ãšã³ãã¥ãã±ãŒã·ã§ã³ãä¿é²ãããµã€ããæç Žããããžãã¹ç®æšã®å ±éçè§£ãæšé²ããŸãã
- ã³ã³ãã©ã€ã¢ã³ã¹ãšã¬ããã³ã¹ïŒ ã°ããŒãã«ã«äºæ¥ãå±éããã«ã¯ãè€éãªèŠå¶ãã³ã³ãã©ã€ã¢ã³ã¹èŠä»¶ã®ç¶²ãä¹ãè¶ããå¿ èŠããããŸããã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ã¯ãçŸå°ã®æ³åŸãæ¥çæšæºãžã®æºæ ã確ä¿ããããã®ããªã·ãŒãæé ã確ç«ããæœè¡ããã®ã«åœ¹ç«ã¡ãŸãã
ã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéã®äž»èŠãªæ§æèŠçŽ
ããæ§æãããã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéã¯ãéåžžã以äžã®äž»èŠãªæ§æèŠçŽ ãå«ã¿ãŸãã
1. æŠç¥ãšèšç»
ããã«ã¯ãå šäœçãªã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æŠç¥ã®å®çŸ©ããããäŒç€Ÿã®ããžãã¹ç®æšãšæŽåããã宿œã®ããã®ããŒãããããçå®ããããšãå«ãŸããŸããäž»ãªæŽ»åã¯æ¬¡ã®ãšããã§ãã
- åžå ŽåæïŒ 培åºçãªåžå Žèª¿æ»ã宿œããç°ãªãå°åã§ã®æ©äŒãšèª²é¡ãç¹å®ããŸããçŸå°ã®åžå Žååãç«¶åç¶æ³ã顧客ã®å¥œã¿ãçè§£ããããšã¯ãç¹å®ã®åžå Žã«æŠç¥ãé©å¿ãããäžã§éåžžã«éèŠã§ããäŸãã°ãåç±³ã§å ±æãåŒã¶ããŒã±ãã£ã³ã°ãã£ã³ããŒã³ãã¢ãžã¢ã§å¹æçã§ãããšã¯éããŸããã
- ç®æšèšå®ïŒ å šäœçãªããžãã¹ç®æšã«æ²¿ã£ããå¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ã®ããã®æç¢ºã§æž¬å®å¯èœãªç®æšãèšå®ããŸããç®æšã¯ãå ·äœçïŒSpecificïŒã枬å®å¯èœïŒMeasurableïŒãéæå¯èœïŒAchievableïŒãé¢é£æ§ïŒRelevantïŒãæéä»ãïŒTime-boundïŒïŒSMARTïŒã§ããã¹ãã§ãã
- ãªãœãŒã¹é åïŒ ç°ãªãå°åãæ©èœã«ããããªãœãŒã¹ïŒäºç®ã人å¡ããã¯ãããžãŒïŒã®æé©ãªé åãæ±ºå®ããŸãã
- ããã»ã¹èšèšïŒ å¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ã®ããã®æšæºåãããããã»ã¹ãèšèšãããã¹ãŠã®å°åã§äžè²«æ§ãšå¹çæ§ã確ä¿ããŸããããã«ã¯ãæšæºåãããã»ãŒã«ã¹ãã¬ã€ããã¯ãããŒã±ãã£ã³ã°ãªãŒãã¡ãŒã·ã§ã³ã®ã¯ãŒã¯ãããŒã顧客ãªã³ããŒãã£ã³ã°ããã»ã¹ã®äœæãå«ãŸããå ŽåããããŸãã
2. ãã¯ãããžãŒç®¡ç
ããã«ã¯ãã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœããµããŒããããã¯ãããžãŒã€ã³ãã©ã®éžå®ãå°å ¥ã管çãå«ãŸããŸããäž»ãªèæ ®äºé ã¯æ¬¡ã®ãšããã§ãã
- CRMïŒé¡§å®¢é¢ä¿ç®¡çïŒã·ã¹ãã ïŒ é¡§å®¢ããŒã¿ã管çããå¶æ¥æŽ»åã远跡ããã¯ãŒã¯ãããŒãèªååããããã«ãå ç¢ãªCRMã·ã¹ãã ïŒäŸïŒSalesforceãMicrosoft Dynamics 365ãZoho CRMïŒãå°å ¥ããŸããCRMã¯ãè€æ°ã®èšèªãé貚ãã¿ã€ã ãŸãŒã³ããµããŒãããããã«æ§æãããã¹ãã§ãã
- ããŒã±ãã£ã³ã°ãªãŒãã¡ãŒã·ã§ã³ãã©ãããã©ãŒã ïŒ ããŒã±ãã£ã³ã°ãã£ã³ããŒã³ãèªååãããªãŒããçæããèŠèŸŒã¿å®¢ãè²æããããã«ãããŒã±ãã£ã³ã°ãªãŒãã¡ãŒã·ã§ã³ãã©ãããã©ãŒã ïŒäŸïŒMarketoãHubSpotãPardotïŒã掻çšããŸãããã©ãããã©ãŒã ã¯ãå°çãæ¥çããã®ä»ã®é¢é£ããåºæºã«åºã¥ããã»ã°ã¡ã³ããŒã·ã§ã³ããµããŒãããå¿ èŠããããŸãã
- ã»ãŒã«ã¹ã€ããŒãã«ã¡ã³ãããŒã«ïŒ å¶æ¥ããŒã ãæåããããã«å¿ èŠãªããŒã«ããªãœãŒã¹ãäŸãã°ã»ãŒã«ã¹ã³ã³ãã³ã管çã·ã¹ãã ããã¬ãŒãã³ã°ãã©ãããã©ãŒã ãåæããã·ã¥ããŒããªã©ãæäŸããŸãã
- ããŒã¿åæãã©ãããã©ãŒã ïŒ æ§ã ãªãœãŒã¹ããããŒã¿ãåéãåæãèŠèŠåããããã®ããŒã¿åæãã©ãããã©ãŒã ãå°å ¥ããå¶æ¥ããã©ãŒãã³ã¹ãããŒã±ãã£ã³ã°å¹æã顧客è¡åã«é¢ããæŽå¯ãæäŸããŸãã
äŸïŒ ã°ããŒãã«ãªãœãããŠã§ã¢äŒç€Ÿã¯ãCRMãšããŠSalesforceã䜿çšããããŒã±ãã£ã³ã°ãªãŒãã¡ãŒã·ã§ã³ã®ããã«Marketoãã»ãŒã«ã¹ã€ããŒãã«ã¡ã³ãã®ããã«Seismicãšçµ±åãããããããŸãããããã«ããã顧客ãšã®ããåãã远跡ããããŒã±ãã£ã³ã°ãã£ã³ããŒã³ãèªååããå¶æ¥æ åœè ãå¿ èŠãªã³ã³ãã³ããæäŸããŠååŒãæç«ãããããšãããã¹ãŠäžå åããããã©ãããã©ãŒã å ã§è¡ãããšãã§ããŸãã
3. ããŒã¿ç®¡çãšåæ
ããã«ã¯ãå¶æ¥ããã©ãŒãã³ã¹ãããŒã±ãã£ã³ã°å¹æã顧客è¡åã«é¢ããæŽå¯ãæäŸããããã«ãããŒã¿ãåéãã¯ãªãŒãã³ã°ãåæãå ±åããããšãå«ãŸããŸããäž»ãªæŽ»åã¯æ¬¡ã®ãšããã§ãã
- ããŒã¿ã¬ããã³ã¹ïŒ ããŒã¿å質ãã»ãã¥ãªãã£ãã³ã³ãã©ã€ã¢ã³ã¹ã«é¢ããããªã·ãŒãšæé ã確ç«ããŸããããã¯ãããŒã¿ãã©ã€ãã·ãŒèŠå¶ãåœã«ãã£ãŠå€§ããç°ãªããããã°ããŒãã«ããžãã¹ã«ãšã£ãŠç¹ã«éèŠã§ãã
- ã¬ããŒãã£ã³ã°ãšããã·ã¥ããŒãïŒ äž»èŠæ¥çžŸè©äŸ¡ææšïŒKPIïŒã远跡ããå¶æ¥ããã©ãŒãã³ã¹ãããŒã±ãã£ã³ã°å¹æã顧客è¡åã«é¢ããæŽå¯ãæäŸããããã®ã¬ããŒããšããã·ã¥ããŒããäœæããŸããã¬ããŒãã¯ãå¶æ¥ãããŒãžã£ãŒãããŒã±ãã£ã³ã°ãããŒãžã£ãŒãçµå¶å¹¹éšãªã©ãããŸããŸãªå©å®³é¢ä¿è ã®ããŒãºã«åãããŠèª¿æŽãããã¹ãã§ãã
- äºæž¬ïŒ ãªãœãŒã¹é åãçç£èšç»ã財åèšç»ã«æ å ±ãæäŸããããã®æ£ç¢ºãªå£²äžäºæž¬ãçå®ããŸããäºæž¬ã¢ãã«ã¯ãéå»ã®ããŒã¿ãåžå Žååãã»ãŒã«ã¹ãã€ãã©ã€ã³ã®æŽ»åãèæ ®ã«å ¥ããã¹ãã§ãã
- A/Bãã¹ãïŒ ããŒã±ãã£ã³ã°ãã£ã³ããŒã³ãå¶æ¥ããã»ã¹ããŠã§ããµã€ãã³ã³ãã³ããæé©åããããã«A/Bãã¹ãã宿œããŸããA/Bãã¹ãã«ããããã£ã³ããŒã³ãããã»ã¹ã®ç°ãªãããŒãžã§ã³ãæ¯èŒããŠãã©ã¡ããæãè¯ãããã©ãŒãã³ã¹ãçºæ®ãããã確èªã§ããŸãã
äŸïŒ ã°ããŒãã«ãªEã³ããŒã¹äŒæ¥ã¯ãGoogle Analyticsã䜿çšããŠãŠã§ããµã€ãã®ãã©ãã£ãã¯ãšãŠãŒã¶ãŒè¡åã远跡ãããã®ããŒã¿ã䜿çšããŠãŠã§ããµã€ãã®ãã¶ã€ã³ãšããŒã±ãã£ã³ã°ãã£ã³ããŒã³ãæé©åãããããããŸããããŸãã補åããŒãžã®ç°ãªãããŒãžã§ã³ããã¹ãããããã«A/Bãã¹ãã䜿çšããŠãã©ã¡ããããå€ãã®èšªåè ã顧客ã«å€ãããã確èªãããããããŸããã
4. ããã»ã¹æé©å
ããã«ã¯ãå¶æ¥ãããŒã±ãã£ã³ã°ãã«ã¹ã¿ããŒãµã¯ã»ã¹ã®ããã»ã¹ã«ãããéå¹çæ§ãç¹å®ããæé€ããããšãå«ãŸããŸããäž»ãªæŽ»åã¯æ¬¡ã®ãšããã§ãã
- ããã»ã¹ãããã³ã°ïŒ æ¢åã®ããã»ã¹ã®èŠèŠçãªè¡šçŸãäœæããããã«ããã¯ãæ¹åã®äœå°ãããé åãç¹å®ããŸãã
- ã¯ãŒã¯ãããŒã®èªååïŒ å埩çãªã¿ã¹ã¯ãã¯ãŒã¯ãããŒãèªååããŠãå¹çãåäžããããšã©ãŒãåæžããŸããããã«ã¯ãZapierãIFTTTãªã©ã®ããŒã«ã䜿çšããŠç°ãªãã¢ããªã±ãŒã·ã§ã³ãæ¥ç¶ããããŒã¿è»¢éãèªååããããšãå«ãŸããå ŽåããããŸãã
- å¶æ¥ããã»ã¹ã®æé©åïŒ å¶æ¥ããã»ã¹ãåçåããŠã販売ãµã€ã¯ã«ãççž®ããæçŽçãåäžãããŸããããã«ã¯ãMEDDICãSPINã»ãªã³ã°ãªã©ã®æšæºåãããå¶æ¥æ¹æ³è«ãå°å ¥ããããšãå«ãŸããå ŽåããããŸãã
- ããŒã±ãã£ã³ã°ããã»ã¹ã®æé©åïŒ ãªãŒããžã§ãã¬ãŒã·ã§ã³ããªãŒãããŒãã£ãªã³ã°ããªãŒãã¹ã³ã¢ãªã³ã°ãæ¹åããããã«ããŒã±ãã£ã³ã°ããã»ã¹ãæé©åããŸãã
- ã«ã¹ã¿ããŒãµã¯ã»ã¹ããã»ã¹ã®æé©åïŒ é¡§å®¢ã®ãªã³ããŒãã£ã³ã°ããµããŒãããªãã³ã·ã§ã³ããã»ã¹ãæ¹åããŠã顧客æºè¶³åºŠãšãã€ã€ã«ãã£ãé«ããŸãã
äŸïŒ ã°ããŒãã«ãªéèãµãŒãã¹äŒç€Ÿã¯ãããã»ã¹ãããã³ã°ã䜿çšããŠé¡§å®¢ãªã³ããŒãã£ã³ã°ããã»ã¹ã®éå¹çæ§ãç¹å®ãããããããŸããããã®åŸã顧客æ å ±ã®åéãšæ¬äººç¢ºèªã®ããã»ã¹ãèªååããæ°èŠé¡§å®¢ã®ãªã³ããŒãã£ã³ã°ã«ãããæéãççž®ãã顧客äœéšãåäžããããããããŸããã
5. ã»ãŒã«ã¹ã€ããŒãã«ã¡ã³ã
ããã«ã¯ãå¶æ¥ããŒã ãæåããããã«å¿ èŠãªç¥èãã¹ãã«ããªãœãŒã¹ãæäŸããããšãå«ãŸããŸããäž»ãªæŽ»åã¯æ¬¡ã®ãšããã§ãã
- ãã¬ãŒãã³ã°ïŒ å¶æ¥æ åœè ã«è£œåãå¶æ¥æ¹æ³è«ãå¶æ¥ããŒã«ã«é¢ãããã¬ãŒãã³ã°ãæäŸããŸãããã¬ãŒãã³ã°ã¯ãç°ãªãå°åã顧客ã»ã°ã¡ã³ãã®ããŒãºã«åãããŠèª¿æŽãããã¹ãã§ãã
- ã³ã³ãã³ã管çïŒ ãã¬ãŒã³ããŒã·ã§ã³ããã³ãã¬ãããã±ãŒã¹ã¹ã¿ãã£ãªã©ã®ã»ãŒã«ã¹ã³ã³ãã³ããäœæã»ç®¡çããŸããã³ã³ãã³ãã¯å¶æ¥æ åœè ã容æã«ã¢ã¯ã»ã¹ã§ããããŸããŸãªé¡§å®¢ã®ããŒãºã«åãããŠèª¿æŽãããã¹ãã§ãã
- ã³ãŒãã³ã°ïŒ å¶æ¥æ åœè ã®å¶æ¥ã¹ãã«ãåäžãããããã«ãã³ãŒãã³ã°ãšã¡ã³ã¿ãªã³ã°ãæäŸããŸããã³ãŒãã³ã°ã¯ãåå¶æ¥æ åœè ã®åå¥ã®ããŒãºã«åãããŠããŒãœãã©ã€ãºãããã¹ãã§ãã
- ãã¯ãããžãŒã®å°å ¥ïŒ å¶æ¥æ åœè ãå¶æ¥ããŒã«ããã¯ãããžãŒã广çã«äœ¿çšããŠããããšã確èªããŸããããã«ã¯ãCRMã·ã¹ãã ãã»ãŒã«ã¹ã€ããŒãã«ã¡ã³ããã©ãããã©ãŒã ããã®ä»ã®å¶æ¥ããŒã«ã®äœ¿çšã«é¢ãããã¬ãŒãã³ã°ã®æäŸãå«ãŸããå ŽåããããŸãã
äŸïŒ ã°ããŒãã«ãªè£œè¬äŒç€Ÿã¯ãå¶æ¥æ åœè ã«è£œåæ å ±ãèšåºè©ŠéšããŒã¿ãå¶æ¥ãã¬ãŒã³ããŒã·ã§ã³ãžã®ã¢ã¯ã»ã¹ãæäŸããã»ãŒã«ã¹ã€ããŒãã«ã¡ã³ããã©ãããã©ãŒã ãäœæãããããããŸããããŸãããã©ãããã©ãŒã ã®äœ¿ç𿹿³ã補åã®å©ç¹ãå»çå°éå®¶ã«å¹æçã«äŒããæ¹æ³ã«ã€ããŠãå¶æ¥æ åœè ã«ãã¬ãŒãã³ã°ãæäŸãããããããŸããã
6. ã€ã³ã»ã³ãã£ãå ±é ¬
ããã«ã¯ãå¶æ¥ããã©ãŒãã³ã¹ãäŒç€Ÿã®ç®æšãšæŽåãããã€ã³ã»ã³ãã£ãå ±é ¬ãã©ã³ã®èšèšãšç®¡çãå«ãŸããŸããäž»ãªèæ ®äºé ã¯æ¬¡ã®ãšããã§ãã
- ãã©ã³èšèšïŒ å ¬å¹³ã§ãããæ°ãèµ·ããããäŒç€Ÿã®ç®æšã«æ²¿ã£ãã€ã³ã»ã³ãã£ãå ±é ¬ãã©ã³ãèšèšããŸãããã©ã³ã¯ãå¶æ¥æ åœè ã®ç°ãªã圹å²ãšè²¬ä»»ãããã³ç°ãªãå°åã®ç°ãªãåžå Žç¶æ³ãèæ ®ã«å ¥ããã¹ãã§ãã
- ããã©ãŒãã³ã¹æž¬å®ïŒ å¶æ¥ããã©ãŒãã³ã¹ãæ£ç¢ºãã€äžè²«ããŠæž¬å®ããŸããããã«ã¯ãCRMããŒã¿ãå¶æ¥ã¬ããŒãããã®ä»ã®ããŒã¿ãœãŒã¹ã®äœ¿çšãå«ãŸããå ŽåããããŸãã
- æ¯æãèšç®ïŒ ã€ã³ã»ã³ãã£ãå ±é ¬ã®æ¯æããæ£ç¢ºãã€æééãã«èšç®ããŸãã
- ã³ãã¥ãã±ãŒã·ã§ã³ïŒ ã€ã³ã»ã³ãã£ãå ±é ¬ãã©ã³ãå¶æ¥æ åœè ã«æç¢ºãã€éæã«äŒããŸãã
äŸïŒ ã°ããŒãã«ãªãã¯ãããžãŒäŒæ¥ã¯ãã¯ã©ãŒã¿ãè¶ ããæŠç¥ç補åã販売ããæ°èŠé¡§å®¢ãç²åŸããå¶æ¥æ åœè ãå ±å¥šããã€ã³ã»ã³ãã£ãå ±é ¬ãã©ã³ãèšèšãããããããŸããããã®ãã©ã³ã«ã¯ã顧客æºè¶³åºŠãšãªãã³ã·ã§ã³ã«å¯ŸããŠå¶æ¥æ åœè ãå ±å¥šããèŠçŽ ãå«ãŸããå ŽåããããŸãã
ã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ããŒã ã®æ§ç¯
é©åãªããŒã ãæ§ç¯ããããšã¯ãã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœã®æåã«äžå¯æ¬ ã§ãã以äžã®åœ¹å²ãæ€èšããŠãã ããã
- ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³è²¬ä»»è ïŒ ãã®å人ã¯ãã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœãäž»å°ããå šäœçãªæŠç¥ãçå®ãã責任ããããŸãã
- ã»ãŒã«ã¹ãªãã¬ãŒã·ã§ã³ãããŒãžã£ãŒïŒ ãã®å人ã¯ãå¶æ¥ããã»ã¹ã®ç®¡çãã»ãŒã«ã¹ã€ããŒãã«ã¡ã³ãã®æäŸãå¶æ¥ããŒã¿ã®åæãæ åœããŸãã
- ããŒã±ãã£ã³ã°ãªãã¬ãŒã·ã§ã³ãããŒãžã£ãŒïŒ ãã®å人ã¯ãããŒã±ãã£ã³ã°ãã£ã³ããŒã³ã®ç®¡çãããŒã±ãã£ã³ã°ããŒã¿ã®åæãããŒã±ãã£ã³ã°ããã»ã¹ã®æé©åãæ åœããŸãã
- ã«ã¹ã¿ããŒãµã¯ã»ã¹ãªãã¬ãŒã·ã§ã³ãããŒãžã£ãŒïŒ ãã®å人ã¯ã顧客ã®ãªã³ããŒãã£ã³ã°ããµããŒãããªãã³ã·ã§ã³ããã»ã¹ã®ç®¡çãæ åœããŸãã
- ããŒã¿ã¢ããªã¹ãïŒ ãã®å人ã¯ãããŒã¿ã®åéãã¯ãªãŒãã³ã°ãåæãå ±åãæ åœããŸãã
- CRM管çè ïŒ ãã®å人ã¯ãCRMã·ã¹ãã ã®ç®¡çãšç¶æãæ åœããŸãã
ãããã®åœ¹å²ãæ¡çšããéã«ã¯ã匷åãªåæã¹ãã«ãåé¡è§£æ±ºèœåãã³ãã¥ãã±ãŒã·ã§ã³ã¹ãã«ãæã€åäººãæ¢ããŠãã ãããã°ããŒãã«ãªç°å¢ã§ã®çµéšããã©ã¹ã«ãªããŸãã
ã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéãæ§ç¯ããäžã§ã®èª²é¡
ã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéãæ§ç¯ããããšã¯ãç°ãªãå°åãæåãã¿ã€ã ãŸãŒã³ã«ãŸããã£ãŠäºæ¥ãå±éããè€éããããå°é£ãªå ŽåããããŸããäžè¬çãªèª²é¡ã«ã¯ä»¥äžã®ãããªãã®ããããŸãã
- æåã®éãïŒ æåã«ãã£ãŠããžãã¹æ £è¡ãã³ãã¥ãã±ãŒã·ã§ã³ã¹ã¿ã€ã«ãæåŸ ãç°ãªããŸãããããã®éããèªèããã¢ãããŒããé©å¿ãããããšãéèŠã§ããäŸãã°ãäžéšã®æåã§ã¯ä»äººã®æèŠã«çŽæ¥ç°è°ãå±ããããšã¯å€±ç€ŒãšèŠãªãããŸãããä»ã®æåã§ã¯ãããæåŸ ãããŸãã
- èšèªã®å£ïŒ èšèªã®å£ã¯ãç°ãªãå°åã®å¶æ¥æ åœè ã顧客ãããŒãããŒãšã®å¹æçãªã³ãã¥ãã±ãŒã·ã§ã³ãå°é£ã«ããå¯èœæ§ããããŸãããããã®å£ãä¹ãè¶ããããã«ãèšèªãã¬ãŒãã³ã°ã翻蚳ãµãŒãã¹ãæäŸããããšãéèŠã§ãã
- ã¿ã€ã ãŸãŒã³ã®éãïŒ ã¿ã€ã ãŸãŒã³ã®éãã¯ãç°ãªãå°åã®ããŒã ã¡ã³ããŒãšã®äŒè°ã®ã¹ã±ãžã¥ãŒã«èª¿æŽãååãå°é£ã«ããå¯èœæ§ããããŸããæè»ã«å¯Ÿå¿ããéåæã§äœæ¥ããæ¹æ³ãèŠã€ããããšãéèŠã§ãã
- ããŒã¿ãã©ã€ãã·ãŒèŠå¶ïŒ åœã«ãã£ãŠããŒã¿ãã©ã€ãã·ãŒèŠå¶ãç°ãªããŸãã顧客ããŒã¿ãåéãä¿åã䜿çšããéã«ã¯ããããã®èŠå¶ãéµå®ããããšãéèŠã§ããäŸãã°ããšãŒãããã®äžè¬ããŒã¿ä¿è·èŠåïŒGDPRïŒã¯ãäŒæ¥ãå人ããŒã¿ãã©ã®ããã«æ±ããã«å€§ããªåœ±é¿ãäžããŸãã
- ãã¯ãããžãŒã€ã³ãã©ïŒ ãã¯ãããžãŒã€ã³ãã©ãžã®ã¢ã¯ã»ã¹ã¯ãå°åã«ãã£ãŠå€§ããç°ãªãå ŽåããããŸããå¶æ¥æ åœè ã顧客ãæåããããã«å¿ èŠãªãã¯ãããžãŒã«ã¢ã¯ã»ã¹ã§ããããšã確èªããããšãéèŠã§ãã
æåããã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéãæ§ç¯ããããã®ãã¹ããã©ã¯ãã£ã¹
ãããã®èª²é¡ãå æããæåããã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³éšéãæ§ç¯ããããã«ã¯ã以äžã®ãã¹ããã©ã¯ãã£ã¹ãæ€èšããŠãã ããã
- æç¢ºãªæŠç¥ããå§ããïŒ éå§ããåã«ãç®æšãç®çãäž»èŠæ¥çžŸè©äŸ¡ææšïŒKPIïŒãå®çŸ©ããŸããããã«ãããéäžåãç¶æããé²æãæž¬å®ããããšãã§ããŸãã
- å¯èœãªéãããã»ã¹ãæšæºåããïŒ å¯èœãªéãããã»ã¹ãæšæºåããç°ãªãå°åã§ã®äžè²«æ§ãšå¹çæ§ã確ä¿ããŸãããã ããçŸå°ã®åžå Žç¶æ³ã«é©å¿ããæè»æ§ãæã¡åãããŸãã
- ãã¯ãããžãŒã«æè³ããïŒ ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœããµããŒãããããã«ãé©åãªãã¯ãããžãŒã«æè³ããŸããã¹ã±ãŒã©ãã«ã§ãæè»æ§ãããã䜿ããããããŒã«ãéžæããŸãã
- 匷åãªããŒã ãæ§ç¯ããïŒ åŒ·åãªåæã¹ãã«ãåé¡è§£æ±ºèœåãã³ãã¥ãã±ãŒã·ã§ã³ã¹ãã«ãæã€å人ãéçšããŸããã°ããŒãã«ãªç°å¢ã§ã®çµéšãæã€åäººãæ¢ããŸãã
- ã³ã©ãã¬ãŒã·ã§ã³ãä¿é²ããïŒ ç°ãªãããŒã ãå°åéã®ã³ã©ãã¬ãŒã·ã§ã³ãä¿é²ããŸãããªãŒãã³ãªã³ãã¥ãã±ãŒã·ã§ã³ãšç¥èå ±æã奚å±ããŸãã
- ããŒã¿äž»å°ã®æææ±ºå®ãåãå ¥ããïŒ ããŒã¿ã䜿çšããŠæææ±ºå®ãè¡ãã鲿ã远跡ããŸãã宿çã«ããŒã¿ã確èªããå¿ èŠã«å¿ããŠæŠç¥ã調æŽããŸãã
- æåã«ææã§ããããšïŒ æåã®éããèªèããã¢ãããŒããé©å¿ãããŸããèšèªã®å£ãä¹ãè¶ããããã«ãèšèªãã¬ãŒãã³ã°ã翻蚳ãµãŒãã¹ãæäŸããŸãã
- ã³ã³ãã©ã€ã¢ã³ã¹ãéµå®ããïŒ ããŒã¿ãã©ã€ãã·ãŒèŠå¶ããã®ä»ã®æ³çèŠä»¶ãåžžã«ææ°ã®ç¶æ ã«ä¿ã¡ãŸãã
- ç¶ç¶çã«æ¹åããïŒ ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœãæ¹åããæ¹æ³ãç¶ç¶çã«æ¢ããŸããããã»ã¹ããã¯ãããžãŒãããŒã ã®ããã©ãŒãã³ã¹ã宿çã«èŠçŽããŸãã
ã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœã®æåãæž¬å®ãã
ã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœã®æåãæž¬å®ããã«ã¯ã以äžã®äž»èŠæ¥çžŸè©äŸ¡ææšïŒKPIïŒã远跡ããŸãã
- åçæé·ïŒ ç°ãªãå°åã補åã©ã€ã³ã«ãããåçæé·ã远跡ããŸãã
- å¶æ¥çç£æ§ïŒ å¶æ¥æ åœè ãããã®åçã販売ãµã€ã¯ã«æéãªã©ã®å¶æ¥çç£æ§ææšã远跡ããŸãã
- ããŒã±ãã£ã³ã°ROIïŒ ããŒã±ãã£ã³ã°ãã£ã³ããŒã³ã®æè³åççïŒROIïŒã远跡ããŸãã
- 顧客æºè¶³åºŠïŒ ãããããã¢ãŒã¿ãŒã¹ã³ã¢ïŒNPSïŒã顧客解çŽçãªã©ã®é¡§å®¢æºè¶³åºŠææšã远跡ããŸãã
- ããã»ã¹å¹çïŒ æ°èŠé¡§å®¢ã®ãªã³ããŒãã£ã³ã°ã顧客ãµããŒããã±ããã®è§£æ±ºã«ãããæéãªã©ã®ããã»ã¹å¹çææšã远跡ããŸãã
ãããã®KPIãç£èŠããããšã§ãã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœã®ããã©ãŒãã³ã¹ã«é¢ããæŽå¯ãåŸãŠãæ¹åãã¹ãé åãç¹å®ããããšãã§ããŸãã
çµè«
æåããã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœãæ§ç¯ããããšã¯ã仿¥ã®çžäºæ¥ç¶ãããäžçã§åçæé·ãä¿é²ããå¹çãåäžããã顧客äœéšã匷åããããã«äžå¯æ¬ ã§ãããã®ã¬ã€ãã§æŠèª¬ããæé ã«åŸãããšã§ãçµç¹ãã°ããŒãã«åžå Žã§æåããããã®åãäžãã髿§èœãªã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ããŒã ãèšç«ããããšãã§ããŸãããããã®ã¬ã€ãã©ã€ã³ãç¹å®ã®ããžãã¹ããŒãºã«åãããŠé©å¿ãããç¶ç¶çãªæ¹åã«åªããããšãå¿ããªãã§ãã ããã
éèŠãªãã€ã³ãã¯ãã°ããŒãã«ã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³ã«ã¯æšæºåãšããŒã«ã©ã€ãŒãŒã·ã§ã³ã®èåãå¿ èŠã§ãããšããããšã§ããå¹çãšäžè²«æ§ã確ä¿ããããã«ãå¯èœãªéãããã»ã¹ãšãã¯ãããžãŒã¯æšæºåãããã¹ãã§ãããæŠç¥ãšæŠè¡ã¯ååžå Žã®ç¹å®ã®ããŒãºã«åãããŠèª¿æŽãããã¹ãã§ããããã«ã¯ãçŸå°ã®åžå Žååãæåçãªãã¥ã¢ã³ã¹ãèŠå¶èŠä»¶ã«é¢ããæ·±ãçè§£ãå¿ èŠã§ãã
匷åãªã³ããŒã·ã£ã«ãªãã¬ãŒã·ã§ã³æ©èœãžã®æè³ã¯ãã°ããŒãã«ããžãã¹ã®æªæ¥ãžã®æè³ã§ããããã¯æé·ãä¿é²ããå¹çãåäžããã顧客äœéšã匷åãããšã³ãžã³ã§ãããæçµçã«ã¯åçæ§ãšåžå Žã·ã§ã¢ã®å¢å ã«ã€ãªãããŸãã