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Understanding Customer Journey
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Takuro Hishikawa
June 01, 2016
Business
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Understanding Customer Journey
カスタマージャーニーとは何か?
Takuro Hishikawa
June 01, 2016
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Transcript
Tokyo Meetup ϚʔέςΟϯάΦʔτϝʔγϣϯઃܭ ͷΩʔϫʔυʮΧελϚʔδϟʔχʔʯ ͱԿ͔ʁ 5BLVSP)JTIJLBXB IUUQTXXXGBDFCPPLDPNIJTIJLBXBUBLVSP
લஔ͖ ˞৭ʑࢲݟຬࡌͰ͢ɻษڧձͰ͢ͷͰɺ ࢀՃऀͰେ͍ʹٞ͠·͠ΐ͏ʂ
.BVUJD̎ͭͷओཁػೳͷ͓͞Β͍
ίϯλΫτϨϙʔτ .BVUJDͰɺݟࠐΈ٬Ұਓͻ ͱΓͷߦಈཤྺΤϯήʔδ ϝϯτΛݟ͑ΔԽͰ͖·͢ɻ
Ωϟϯϖʔϯ ΩϟϯϖʔϯػೳͰɺݟࠐΈ٬͕ औΔߦಈϑϩʔΛ͋Β͔͡Ίઃܭ ͠ɺԽ͢Δ͜ͱ͕Ͱ͖·͢ɻ
ݟࠐΈ٬͕ࣗࣾͷ֤छνϟωϧͰऔΔ ߦಈϑϩʔΛઃܭ͢Δ͜ͱ͕ɺ .BVUJDΛ͍͜ͳͨ͢ΊʹඞཁͰ͢ɻ ΧελϚʔδϟʔχʔ
ࢲ͕ࢥ͏."ͱΧελϚʔδϟʔχʔΛ ཧղ͢ΔΩʔϫʔυ w ΑΓʮຊʯ͕ٻΊΒΕΔ࣌ w ސ٬ͷχʔζΛਖ਼͘͠ཧղ͠ɺސ٬རӹΛ࠷େԽ͠ ͳ͚ΕͳΒͳ͍ w ސ٬ՁʮϞϊʯ͔Βʮମݧʯ w
ߪೖ͢Δલ͔Βମݧ࢝·͍ͬͯΔ w ސ٬ͱاۀͷίϯλΫτϙΠϯτͷଟ༷Խ w ΦϜχνϟωϧɺ*P5ʜ
$3. ." 4'" 4BMFT'PSDF"VUPNBUJPO Ӧۀ׆ಈͷཧ .BSLFUJOH"VUPNBUJPO ϚʔέςΟϯά׆ಈͷཧ ސ٬ͱͷؔੑͷཧ $VTUPNFS3FMBUJPOTIJQ.BOBHFNFOU $.4
ิؔ .BVUJD.FFUVQ5PLZPͷ͞Μͷࢿྉ ʮ."ͱ4'"$3.ͷҧ͍ʯ͕ࢀߟʹͳΓ·͢ʂ IUUQXXXTMJEFTIBSFOFULPMJO[NBVUJDNFFUVQUPLZPMUNBTGBDSN
$3. w ༏ྑސ٬ͷ৺Λଊ͑ɺ͍औҾؔΛங͘ w ͍ͭͰ༏ྑސ٬͕୭͔Θ͔ΓɺͦͷσʔλΛ׆༻ Ͱ͖Δঢ়ଶʹ͢Δ
$3.ͷ w ίϞσΟςΟϦϨʔγϣϯγοϓߏஙίετ ʹݟ߹Θͳ͍ˠ͜ͷྖҬ."Ͱಉ͡ w ߪೖසͷ͍Ͱ$3.͚ͩͰؔߏஙͰ ͖ͳ͔ͬͨ w ݟࠐΈ٬ͷΞϓϩʔν͕՝ͱͯ͠ු্
."ͷඞཁੑͷؾ͖ͮ w ߪೖલ͔ΒΧελϚʔΤΫεϖϦΤϯε࢝·ͬͯ ͍Δʂ w ºʮͲ͏Ξϓϩʔνͨ͠Βങͬͯ͘ΕΔͷ͔ʁʯ
ސ٬ͷֶशܦݧΛཧղ͢Δ w ސ٬ίϯςϯπ͔ΒɾαʔϏεʹֶ͍ͭͯͼɺ ͦͷ༗༻ੑʹ͍ͭͯஅ͢Δ w ʮϚʔέλʔɺސ٬ͷνϣΠεɾίϯςΫετʹ ߹ΘֶͤͯशܦݧΛઃܭ͠ɺֶशࢿ͔ΒͷϦλʔ ϯΛ࠷େԽ͢ΔΑ͏ʹΊΔ͖Ͱ͋Δʯ ʢҾ༻ɿίτϥʔɹ৽ɾϚʔέςΟϯάݪʣ
*$5ͷԸܙ w ސ٬ͱͷํίϛϡχέʔγϣϯ͕Մೳ w αʔϏεΛݸ٬͚ʹΧελϚΠζͰ͖Δ w ϝοηʔδɺαʔϏεΛΧελϚΠζ͠ݸ٬ʹλʔ ήςΟϯά
."ͷ̏εςʔδ ݟࠐΈ٬ͷऩू ϦʔυδΣωϨʔγϣϯ ݟࠐΈ٬ͷܒɾҭ ϦʔυφʔνϟϦϯά ݟࠐΈ٬ͷߜΓࠐΈ ϦʔυΫΦϦϑΟέʔγϣϯ Ӧۀ ηʔϧεҾ͖͠ w
లࣔձ͔Βͷ໊֫ ಘ w ηϛφʔ։࠵ͷਃ͠ ࠐΈ w ϝʔϧϚΨδϯͳͲ 8FCͰͷొ w αΠτͰͷใఏڙ w εςοϓϝʔϧ w ηϛφʔͷ༠ಋ w లࣔձͷ༠ಋ w ߦಈཤྺͷੳ w ݸผϝʔϧʗిͰ ͷχʔζͷ֬ೝ ֬ͷߴ͍ݟࠐ Έ٬ΛҾ͖͠ 4UFQ 4UFQ 4UFQ
୯७ͳΧελϚʔδϟʔχʔͷ࡞ྫʢ##లࣔձύλʔϯʣ ೝ ใऩू ൺֱݕ౼ ߪೖݕ౼ లࣔձ ϖʔδ ӦۀίϯλΫτ ڵຯ͋Γ ͦͦ͜͜
དྷ͓ྱ ϝʔϧ ݟࠐΈ͕ߴ͍߹ φʔνϟϦϯάΛεΩοϓ ϝʔϧ ίϯςϯπ ηϛφʔ༠ಋ χʔζʹؾ͔ͮͤΔίϯςϯπఏڙɺ ଞͷίϯλΫτϙΠϯτͷ༠ಋͳͲ ʹࢸΒͳ͔ͬͨίϯ λΫτʹ࠶Ξϓϩʔν
#$ͷΧελϚʔδϟʔχʔ ͬͱෳࡶ w ࢀߟจݙ ʰ5IF$VTUPNFS+PVSOFZʱ IUUQXXXTFOEFOLBJHJDPNKBQBODNPDMVC w ࢀߟσʔλ l5IF$VTUPNFS+PVSOFZUP0OMJOF1VSDIBTFz IUUQTXXXUIJOLXJUIHPPHMFDPNUPPMTDVTUPNFSKPVSOFZUPPOMJOF
QVSDIBTFIUNM l.JDSP.PNFOUTz IUUQTXXXUIJOLXJUIHPPHMFDPNDPMMFDUJPOTNJDSPNPNFOUTHVJEFIUNM ಡΜͩਓͷײΛฉ͖͍ͨʂ (PPHMF͕"OBMZUJDTͷϏοά σʔλ͔Βಋ͖ग़ͨ͠ɺ֤ۀछɾ ֤ҬͷΧελϚʔδϟʔχʔ (PPHMFఏএɺ.PNFOUT.BQ