問16
頻出度★★☆
経営管理システムのうち, 顧客生涯価値を最大化することを目標の一つとするものはどれか。ここで, 顧客生涯価値とは, 顧客が生涯を通じてその企業にもたらすことが予想される利益の大きさのことである。
平成26年度 春期 ITパスポート試験 問16
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 16
- ア
正解 The correct answer is “ア CRM”. CRM (Customer Relationship Management) is a business management system that gathers and analyzes information about each individual customer in one place — purchase history, inquiry history, preferences, and so on — and uses it to respond to each person appropriately and to follow up continuously, thereby raising customer satisfaction and loyalty and building a long-term business relationship. Customer lifetime value as defined in the question (the amount of profit a customer is expected to bring to the company over their lifetime) is exactly this kind of measure: it represents not a “one-time sale” but “the total profit obtainable from a long relationship with that customer”. Maximizing it by identifying valuable customers, preventing churn, and using upselling and cross-selling is one of the representative goals of CRM. Therefore, the system that aims to maximize customer lifetime value is CRM.
Incorrectイ
ERP (Enterprise Resource Planning) is a system that integrates a company's core operations and management resources — accounting, human resources, production, sales, inventory — and manages them in a unified way, aiming at overall operational efficiency and fast decision-making. Its focus is the optimal allocation of internal resources; it does not aim to deepen relationships with individual customers or to raise customer lifetime value.
Incorrectウ
SCM (Supply Chain Management) is a system in which the flow of goods and information from material procurement through production, logistics, and sales is shared and optimized across companies, aiming to reduce inventory, shorten delivery times, and lower supply costs. Its goal is efficiency across the whole supply chain, not maximizing the lifetime value of each individual customer.
Incorrectエ
SFA (Sales Force Automation) is a system that shares information such as deal progress, visit history, and prospect data so that salespeople can work more efficiently, aiming to raise the closing rate and to remove dependence on individual salespeople's private know-how. Its aim is to reliably close the sales opportunities at hand — in other words, “productivity of sales activities” — which differs from CRM, whose main goal is maximizing the lifetime value obtained from a long-term relationship with the customer. (SFA may work together with CRM as one of its functions, but the system that best matches the goal stated in the question is CRM.)
ここがポイント
- Customer lifetime value (LTV) = the total profit a customer brings to the company while the relationship continues. It is measured by the long-term relationship rather than by a single sale, and raising it is a representative goal of CRM (Customer Relationship Management).
- Telling the four major business management systems apart by purpose: CRM = strengthening relationships with customers (customer axis), SFA = making sales activities efficient (salesperson axis), ERP = integrated management of business resources (internal core-operations axis), SCM = optimizing the supply chain (inter-company flow of goods and information axis).
用語