問17
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CRM の目的として適切なものはどれか。
平成23年度 特別試験 ITパスポート試験 問17
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 17
- ア
正解 The correct answer is ア. CRM (Customer Relationship Management) is a management approach that collects and shares in one place the information obtained at every customer touchpoint — sales, call centers, the Web, stores and so on (purchase history, inquiry history, support history, etc.) — so that the company can respond in a detailed way to the situation of each individual customer. Its aim is to turn customer handling that used to be fragmented department by department into something consistent across the whole organization, and to make customers feel that the company understands them, thereby raising customer satisfaction (CS) and customer loyalty. Satisfied customers keep buying, also buy related products, and recommend the company to others, so the profit that one customer brings to the company over a lifetime — that is, the customer lifetime value (LTV) — grows larger. In other words, CRM is the idea of stabilizing revenue not by chasing one new customer after another, but by maintaining and deepening a long-term, good relationship with existing customers, and the purpose placed at its core is improving customer satisfaction. Therefore, among the four options, the one that is appropriate as the purpose of CRM is ア.
Incorrectイ
Grasping consumers’ purchasing trends is analytical work carried out in the course of practicing CRM — that is, one of the means, not the purpose itself. Analyzing accumulated purchase data to see the trends is in itself a common activity, also performed in data mining or when analyzing best-selling and slow-moving items with a POS system. In CRM it becomes meaningful only when the company goes further and uses those analysis results to give each customer suitable information and proposals, deepening the relationship and raising satisfaction. If it stops at the stage of knowing the trends, nothing about the relationship with the customer changes, so treating this as the purpose of CRM confuses the means with the purpose.
Incorrectウ
Acquiring new customers is mainly the domain of advertising and sales promotion, direct marketing, and SFA (Sales Force Automation), which supports sales activities; it is not the purpose that CRM puts first. CRM rather places its emphasis on maintaining and strengthening the relationship with existing customers who already do business with the company, preventing them from leaving (cancelling or switching to another company), and getting them to buy repeatedly. It is generally said that the cost of acquiring a new customer is greater than the cost of keeping an existing one, and the idea that valuing existing customers gives better profit efficiency lies behind CRM. A good relationship can lead to word of mouth and referrals and so increase new customers as a result, but that is a side effect, not the purpose.
Incorrectエ
Expanding market share (the proportion of the market a company holds) is an outcome goal set out by a company’s overall management strategy and marketing strategy; it is not limited to CRM, and many activities such as product development, pricing strategy, channel strategy, and promotion are involved in it. Because CRM is an activity that raises the quality of the relationship with each individual customer, its viewpoint is not the share of the whole market but the relationships with individual customers and how they add up. If customer satisfaction rises and repeat purchases or a higher spend per customer occur, share may grow as a result, but that is a result, not the purpose. In this question, which asks about the purpose specific to CRM, it cannot be called appropriate.
ここがポイント
- Definition and purpose of CRM (Customer Relationship Management) — a management approach that manages in one place the information obtained at customer touchpoints, responds to each customer in the way best suited to them, and builds a long-term, good relationship with customers so as to raise customer satisfaction and customer loyalty, thereby maximizing customer lifetime value (LTV). Its characteristic is that it puts more weight on keeping and deepening existing customers than on acquiring new ones.
- Distinguishing means from purpose, and from similar terms — analyzing purchasing trends and managing data in one place are means that support CRM, while a larger share or increased sales are results; neither is the purpose itself. It is also good to sort out how CRM differs in role from SFA, which makes sales activities more efficient, ERP, which integrates core business operations, and SCM, which optimizes the supply chain from parts procurement through to sales.
用語