問14
頻出度★★☆
経営戦略上の目標として, “顧客との良好な関係の構築と長期的な利益をもたらす優良顧客の獲得” を設定した。この目標の達成を支援するために構築するシステムとして, 適切なものはどれか。
平成24年度 秋期 ITパスポート試験 問14
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 14
- ア
正解 The correct answer is ア, the “CRM system.” CRM (Customer Relationship Management) is an approach that gathers and analyzes each customer’s attributes, purchase history, inquiry history and so on in one place, and keeps providing responses and follow-ups suited to each individual, so as to raise customer satisfaction and loyalty (how strongly customers keep choosing your company); the mechanism that supports this is the CRM system. The goal’s phrase “building good relationships with customers” is exactly the result CRM aims at directly, and “acquiring valued customers who bring long-term profits” is also the very purpose of CRM: analyzing customer data to identify valued customers who contribute greatly to profits, deepening the relationship with them, and keeping the business going for a long time (raising customer lifetime value). Therefore, the system to build in order to support achieving this management strategy goal is the CRM system.
Incorrectイ
The MRP (Material Requirements Planning) system is a production management mechanism that calculates, from a product’s production plan, bill of materials (BOM), and inventory status, when, what, and how much material should be ordered or manufactured. What it covers is making in-house production and materials efficient, and it does not support building relationships with customers or acquiring valued customers, so it is wrong.
Incorrectウ
The POS (Point Of Sales) system is a mechanism that collects information at the moment an item is sold at the register (item, quantity, time, and so on) and uses it to grasp sales, manage inventory, and analyze fast-selling and slow-selling items. What it gathers is mainly item-level information about “what was sold,” and by itself it is not a mechanism for continuously growing the relationship with each individual customer. To make use of data linked to a customer ID through a membership card or the like, a CRM mechanism is needed after all, so it is not appropriate as a system that directly supports the goal.
Incorrectエ
The SCM (Supply Chain Management) system is a mechanism that uses shared information to optimize the whole chain of flows spanning several companies, from procuring materials through production, logistics, and sales, so as to cut inventory and shorten delivery times. What it aims at is making supply-side processes efficient, not strengthening the relationship with each individual customer, so it is wrong.
ここがポイント
- CRM is a management approach that centrally manages and analyzes customer information to deepen relationships and raise customer satisfaction, loyalty, and customer lifetime value. When keywords such as “relationship with customers,” “valued customers,” or “repeat purchases” appear, choose CRM.
- Tell the confusing three-letter acronyms apart by the area each one covers: MRP = Material Requirements Planning (production), POS = Point Of Sales (in-store sales and inventory), SCM = Supply Chain Management (the flow from procurement to sales), CRM = Customer Relationship Management (customers).
用語