問5
頻出度★★☆
情報技術を利用して顧客に関する情報を収集, 分析し, 長期的視点から顧客と良好な関係を築いて自社の顧客として囲い込み, 収益の拡大を図る手法はどれか。
平成21年度 春期 ITパスポート試験 問5
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 5
Incorrectア
BSC (Balanced Scorecard) is a performance-evaluation and strategy-management method that assesses a company's performance from four viewpoints — finance, customers, business processes, and learning and growth — and breaks the strategy down into concrete goals and indicators. Customers do appear as one of the four viewpoints, but BSC is ultimately a mechanism for measuring management as a whole, not a method for collecting and analyzing customer information in order to lock in individual customers.
- イ
正解 The correct answer is イ, CRM (Customer Relationship Management). CRM is a method that uses information systems to collect, store, and analyze customer information such as purchase history, inquiry history, and customer attributes in one place, and then keeps responding to each individual customer in a tailored way, so as to build a long-term relationship of trust. In the question, “collect and analyze information about customers” corresponds to centralized data management and analysis; “build good long-term relationships with customers and lock them in as the company's own customers” corresponds to raising customer loyalty and preventing customers from moving to other companies; and “aim to increase revenue” corresponds to maximizing customer lifetime value (LTV). Putting more weight on keeping relationships with existing customers than on winning new ones, and growing steady sales from good customers, is the core idea of CRM, and it matches the description in the question exactly.
Incorrectウ
ERP (Enterprise Resource Planning) is the idea of managing a company's resources — people, goods, money, and information — in an integrated way across the entire company, bringing business data on accounting, production, purchasing, inventory, human resources, and so on together into a single system to make management more efficient; it also refers to the software packages that realize this idea. Its scope is the whole of the company's internal core operations, not a method whose purpose is building relationships with customers outside the company.
Incorrectエ
PPM (Product Portfolio Management) is an analysis method that uses the two axes of market growth rate and market share to classify a company's products and businesses as stars, cash cows, question marks, or dogs, and then decides where management resources should be allocated. What it deals with is the mix of products and businesses, not customers, so its purpose is different from building long-term relationships with customers.
ここがポイント
- CRM is a method that uses IT to manage and analyze customer information in one place, locks customers in by building long-term relationships, and raises customer lifetime value (LTV) to increase revenue.
- Tell similar acronyms apart by what they manage: CRM deals with relationships with customers, ERP with the company's internal management resources, BSC with performance evaluation from four viewpoints, and PPM with allocating resources to products and businesses.
用語