問1
頻出度★★☆
小売業のビジネス戦略の立案において，“優良顧客の維持”がCSF（Critical Success Factor）として設定された。このCSFの達成度を評価するために用いる分析として，最も適切なものはどれか。
平成26年度 春期 ITパスポート試験 問1
This question's explanation and your answers so far.
解説
問 1
- ア
正解 Since the CSF (Critical Success Factor) is set as “retaining valuable customers,” the measure used to evaluate the degree of achievement must be able to judge, for each individual customer, both whether that customer is a valuable one and whether the customer is being retained. RFM analysis does exactly this: it scores each customer on three axes — Recency (date of the most recent purchase, i.e. how recently the customer bought), Frequency (purchase frequency, i.e. how repeatedly the customer bought), and Monetary (purchase amount, i.e. how much the customer bought) — and divides customers into layers (segments). The layer that scores high on all three indicators is the group of valuable customers, and by measuring the size and share of that layer regularly, you can track numerically whether valuable customers are being kept rather than lost. Because it can evaluate retention status on a per-customer basis, the most appropriate choice for evaluating the achievement of this CSF is “ア RFM analysis by customer.”
Incorrectイ
Demographic analysis classifies customers by demographic attributes such as age, gender, place of residence, occupation, and income. Moreover, here the target is “new customers,” so it serves to grasp the characteristics of the newly acquired customer base, not whether existing valuable customers are being retained. Acquiring new customers is a different issue from retaining them, so this does not evaluate the achievement of the CSF “retaining valuable customers.”
Incorrectウ
POS analysis takes the sales data collected by a POS (point-of-sale) system and analyzes it along the product axis — when, which product, and how much was sold. Here the target is “new products,” which is useful for checking how new products are selling or for reviewing the product lineup, but the viewpoint is the product, not the customer. It cannot tell you who the valuable customers are or whether those people keep buying, so it cannot be used to evaluate the achievement of the CSF.
Incorrectエ
ABC analysis sorts items in descending order by a measure such as amount, ranks them into A, B, and C using the cumulative share, and thereby narrows down the targets for priority management. However, the angle taken here is “sales by store and by product,” which yields an inventory- and lineup-management analysis that identifies key stores and flagship products. It is not based on individual customers, so it cannot measure whether valuable customers are being retained. Incidentally, if ABC analysis were applied to purchase amounts by customer, it could be used to extract valuable customers, but even then it does not look at Recency (the date of the most recent purchase), so it is inferior to RFM analysis for grasping whether customers are being retained.
ここがポイント
- RFM analysis = a customer analysis method that segments customers using three indicators — Recency (date of the most recent purchase), Frequency (purchase frequency), and Monetary (purchase amount) — and is used to extract valuable customers and grasp how well they are being retained.
- When choosing an analysis to measure the achievement of a CSF (Critical Success Factor), judge by whether the axis of the CSF (here, the customer) matches the axis of the analysis method (by customer, by product, or by store). POS analysis and ABC analysis use the product and store axes, and demographic analysis uses the attribute axis, so they all miss the mark.
用語