問7
頻出度★★☆
顧客情報やコンタクト履歴などをデータベース化し, 顧客からの質問や要望に迅速に対応できるようにして顧客との良好な関係を築くことによって, 継続的に利益をもたらす優良な顧客の確保を目的とするものはどれか。
平成26年度 秋期 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” CRM (Customer Relationship Management). CRM is a management approach in which customer attribute data, purchase records, and contact history such as inquiries are consolidated into a single database and shared across the whole company, so that questions and requests from customers can be answered quickly and consistently, thereby raising customer satisfaction. Its aim is not a one-off sale but maintaining a good relationship with customers over the long term, and securing and nurturing good customers (loyal customers) who continuously bring profits — in other words, maximizing customer lifetime value (LTV). The elements in the question — building a database of customer information and contact history, responding quickly, good relationships, and securing good customers — all match the definition of CRM, so ア is correct.
Incorrectイ
HRM (Human Resource Management) is the idea of strategically making use of the resource of a company's people through recruitment, assignment, development, evaluation, compensation, and so on. What it manages is the company's own employees, not external customers, so it does not fit the purpose in the question of building a database of customer information and securing good customers.
Incorrectウ
PPM (Product Portfolio Management) is an analysis technique that classifies a company's businesses or products into “Star”, “Cash Cow”, “Question Mark”, and “Dog” using the two axes of market growth rate and market share, and uses this to decide how to allocate management resources. Its purpose is to optimize the business portfolio; it does not deal with building relationships with individual customers.
Incorrectエ
SCM (Supply Chain Management) is a technique for optimizing, as a whole, the entire flow from materials procurement through production, logistics, and sales, while sharing information between companies. Its main focus is reducing inventory and shortening lead times, and what it manages is the chain of supply, not relationship building that makes use of each individual customer's contact history.
ここがポイント
- CRM = a customer relationship management approach that builds and shares a database of customer information and contact history, establishes good long-term relationships with customers, and thereby secures good customers (customers with high LTV).
- Distinguish what each similar three-letter acronym manages: CRM is customers, HRM is employees (human resources), SCM is the supply chain from procurement to sales, and PPM is the mix of businesses and products (resource allocation).
用語