問11
頻出度★★☆
CRMに必要な情報として, 適切なものはどれか。
平成28年度 春期 ITパスポート試験 問11
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 11
- ア
正解 CRM (Customer Relationship Management) is a management approach that keeps the relationship with each individual customer good over the long term, raises customer satisfaction and loyalty, and thereby drives sales growth. What is indispensable for this is customer data, which tells us who the customers are, and purchase history, which tells us what each customer bought and when in the past. By accumulating and analyzing these, a company can make proposals and follow-ups tailored to each person. Therefore, choice ア, which lists customer data and customer purchase history, is correct.
Incorrectイ
Design drawing data is information handled in product design and development, and is the domain of CAD or PDM (Product Data Management). It is not directly related to managing relationships with customers, so it cannot be said to be information needed for CRM.
Incorrectウ
Experts' knowledge data is information used in knowledge management or expert systems. Its purpose is to share an organization's know-how and support problem-solving, so it is not the core information of CRM, which manages relationships with individual customers.
Incorrectエ
Sales date and time, sales store, product sold, and quantity sold are sales-record data centered on which products sold, collected by systems such as POS. This is useful for analyzing which products or stores sell well, but its focus differs from the information that CRM needs, since CRM manages relationships centered on the individual customer.
ここがポイント
- CRM (Customer Relationship Management) is an approach that maintains and improves a long-term good relationship with customers, and its core information is customer data and purchase history.
- Distinguishing it from similar concepts: design drawings belong to CAD/PDM, experts' knowledge to knowledge management, and sales records (centered on products) to POS/sales management — each has a different target.
用語