問15
頻出度★★☆
CRMの導入効果として, 最も適切なものはどれか。
平成21年度 秋期 ITパスポート試験 問15
ストラテジ系経営戦略マネジメント › 経営管理システム
This question's explanation and your answers so far.
解説
問 15
Incorrectア
Grasping the payment status of accounts receivable is a benefit in the area of financial accounting (an accounting system), such as receivables management and credit control. It is not the customer-understanding or relationship-building benefit that CRM primarily aims at.
Incorrectイ
Shortening the lead time from order receipt to delivery is a benefit of SCM (supply chain management) or of production and logistics management systems. CRM targets relationship building with customers; making the supply process itself more efficient is not its aim.
Incorrectウ
Sharing approach methods and sales-negotiation information within the sales department is a benefit brought directly by SFA (sales force automation). It overlaps with CRM in part, but it stops at making sales activity within one department more efficient, which is narrower than the essence of CRM, namely “deepening customer understanding to build long-term relationships,” so it is not the most appropriate.
- エ
正解 CRM is a management approach that centralizes, across the whole company, the information gained at points of contact with customers (inquiries, purchase history, requests, and so on), so the company can deeply understand each individual customer's needs and wants and thereby raise satisfaction and loyalty. Its aim is not a one-time sale but building a long-term, good relationship with the customer and maximizing the lifetime value of that business. Choice エ states exactly this core benefit of introducing CRM, so it is the most appropriate.
ここがポイント
- CRM (customer relationship management) = a management approach that centralizes customer information across the whole company, raises customer satisfaction and loyalty, and seeks long-term relationships and maximum customer lifetime value.
- Telling similar acronyms apart: SFA supports sales activities, SCM shortens the lead time from procurement to delivery and optimizes inventory, and ERP integrates the management of business resources.
用語