問7
頻出度★★☆
CRMの目的として, 適切なものはどれか。
平成24年度 春期 ITパスポート試験 問7
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 7
- ア
正解 The correct answer is ア: building good relationships with customers from a long-term perspective in order to expand revenue. CRM (Customer Relationship Management) is a management approach — and the information system that supports it — in which customer information (attributes, purchase history, inquiry history, records of past responses, and so on) that used to be held separately by each department, such as business, sales, and support, is accumulated, shared, and analyzed in one place, so that each individual customer can be served in a detailed way that fits their situation, raising customer satisfaction and customer loyalty. Its aim is not one immediate sale, but keeping a good relationship with valuable customers over a long time so that they buy again and again — in other words, maximizing customer lifetime value (LTV). Acquiring a new customer costs far more than retaining an existing one, so keeping good relationships with existing customers, preventing cancellation and churn, and leading them to related products (cross-selling) or to higher-grade products (up-selling) works better for expanding revenue; this is the thinking behind CRM. Choice ア states exactly — no more and no less — the CRM purposes of a long-term perspective, good relationships with customers, and expansion of revenue, so it is appropriate.
Incorrectイ
This describes SCM (Supply Chain Management). SCM views everything from the procurement of raw materials through manufacturing, logistics, sales, and delivery to the final consumer as one chain of supply, and has multiple companies — parts makers, manufacturers, wholesalers, retailers, and so on — share information in order to optimize the whole. Its aim is optimization of the entire supply chain: shorter delivery times, lower inventory and logistics costs, and prevention of stock-outs. What it targets is the flow of supply extending outside one's own company, so its focus differs from that of CRM, whose purpose is building relationships with customers.
Incorrectウ
This describes ERP (Enterprise Resource Planning). ERP is the idea of managing business information that used to be handled separately by each department — accounting, human resources, production, sales, purchasing, and so on — centrally in an integrated database, so that the management resources of people, goods, money, and information can be used effectively from a company-wide viewpoint; the packaged software that realizes this is called an ERP package. Its aim is the integration of in-house operations and visibility into management, not the building of long-term relationships with customers.
Incorrectエ
This describes MRP (Material Requirements Planning). MRP is a production management technique in which, based on the production plan, the bill of materials (BOM) is used to expand the parts and materials needed per unit of product, and then the current inventory quantity, the balance already on order, and the procurement lead time are subtracted, so as to decide which materials should be ordered or manufactured, when, and in what quantity. What it handles is materials and inventory inside the factory, and it has nothing to do with managing customer relationships.
ここがポイント
- CRM = Customer Relationship Management. A management approach that centrally manages and analyzes customer information so that each individual customer can be served appropriately, raises customer satisfaction and loyalty, and expands customer lifetime value (LTV) and revenue by maintaining good relationships over the long term.
- Tell the three-letter acronyms of management information systems apart by their scope: CRM is the relationship with customers, SCM is the flow of supply from procurement to sales that spans multiple companies, ERP is the integrated management of in-house management resources, and MRP is the planning of material requirements based on the bill of materials and inventory.
用語