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生粋のマーケターから見たカスタマーマーケティング
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takanori_okamoto
August 22, 2019
Business
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生粋のマーケターから見たカスタマーマーケティング
takanori_okamoto
August 22, 2019
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Transcript
ੜਮͷϚʔέλʔ͔Βݟͨ ΧελϚʔϚʔέςΟϯά 5IV Ԭຊ߶య 4NBSU)3ࣥߦһ71PG.BSLFUJOH CONFIDENTIAL
!UBLBPLBNPUP IUUQTOPUFNVUBLBPLBNPUP Ԭຊ߶యʢ5,"/03*0,".050ʣ גࣜձࣾ4NBSU)3 ࣥߦһɹ71PG.BSLFUJOH ʲܦྺʳ ڭҭϕϯνϟʔͰϚʔέςΟϯάϦʔμʔɺ େखωοτূ݊ձࣾʹͯϓϩμΫτϚʔέɺ ϚʔέςΟϯάऀΛܦͯɺ4NBSU)3ʹࢀը
4NBSU)3ʹ͍ͭͯ
4NBSU)3 ਓࣄɾ࿑ʹ͓͚ΔʮࢴʯΛແ͘͠ɺ खଓ͖ΛΧϯλϯʹ͢Δ ΫϥυܕιϑτΣΞͰ͢ɻ ˔˔˔˔ ˔˔˔˔˔˔˔˔ ˔˔˔˔˔˔˔˔ WWW
CONFIDENTIAL ਓࣄैۀһ ϥ Ϋ ϥ Ϋ ೖࣾใఏग़ґཔ 4UFQ
εϚϗw1$Ͱೖྗ ೖࣾwॴwखଓ͖ཧwอ ॻྨ४උ ҹɾίϐʔ ൃૹख هೖ ɾ ೀҹ ɾ ඞཁ४උ ༌ૹ डྖ σʔλೖྗ ཧɾอ ݿอ ඞཁॻྨ࡞ ॴखଓ͖ ߹ͤରԠ ˞͝Ճೖอݥ߹ඞཁऔಘใʹΑΓεςοϓมΘΓ·͢ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ 4UFQ ͳΒ
CONFIDENTIAL
݄ ಋೖاۀɾܧଓ ࣾҎ্͕ར༻த ݄ ͷاۀ༷͕ ܧଓར༻͍ͯ͠·͢ ຖ݄ ࣾҎ্͕ಋೖ
CONFIDENTIAL ࣾΛ͑Δاۀʹར༻͞Ε͍ͯ·͢ ͝ར༻͍͚ͨͩΔैۀһ ໊dສ໊ن·Ͱ
ࢲͷࢥ͏ ΧελϚʔϚʔέςΟϯά
ϚʔέςΟϯάμϒϧϑΝωϧ CONFIDENTIAL ೝ ڵຯɾؔ৺ ൺֱɾݕ౼ ߪೖ ܧଓར༻ Ξοϓηϧ Ϋϩεηϧ հ
ൃ৴ ϕʔεϚʔέςΟϯάɻͦͷதͰΧελϚʔͷαΫηεΛͲ͏׆͔͔͕͢ॏཁ
ϚʔέςΟϯάμϒϧϑΝωϧ CONFIDENTIAL Ͳ͔͜ΒͲ͜·Ͱ͕ΧελϚʔϚʔέςΟϯάͳͷ͔ʁ ΧελϚʔϚʔέςΟά ೝ ڵຯɾؔ৺ ൺֱɾݕ౼ ߪೖ ܧଓར༻ Ξοϓηϧ
Ϋϩεηϧ հ ൃ৴
ϚʔέςΟϯάμϒϧϑΝωϧ CONFIDENTIAL Ͳ͔͜ΒͲ͜·Ͱ͕ΧελϚʔϚʔέςΟϯάͳͷ͔ʁ ͜͜ ೝ ڵຯɾؔ৺ ൺֱɾݕ౼ ߪೖ ܧଓར༻ Ξοϓηϧ
Ϋϩεηϧ հ ൃ৴
CONFIDENTIAL $3.ɺ͔ΒͦͷॏཁੑڣΕ͍ͯͨ Ҏલ͔ΒϚʔέλʔ͕औΓΜͰ͍ͨࣄ
CONFIDENTIAL ଞʹύϨʔτͷ๏ଇʢͷ๏ଇʣͳͲ͕͋ΔΑ͏ʹ ৽نϢʔβʔͷू٬͚ͩͰͳ͘ɺطଘϢʔβʔͷ-57্ Ϛʔέλʔͷॏཁͳ՝Ͱͨ͠ɻ Ҏલ͔ΒϚʔέλʔ͕औΓΜͰ͍ͨࣄ
ϚʔέςΟϯάμϒϧϑΝωϧ CONFIDENTIAL Ͳ͔͜ΒͲ͜·Ͱ͕ΧελϚʔϚʔέςΟϯάͳͷ͔ʁ ͨͿΜɺ͜ͷྖҬ͕ ΧελϚʔϚʔέςΟά ೝ ڵຯɾؔ৺ ൺֱɾݕ౼ ߪೖ ܧଓར༻
Ξοϓηϧ Ϋϩεηϧ հ ൃ৴
CONFIDENTIAL Ͳ͏ΘΓ͋͏͖͔ʁ ৫ͱͯͦ͠ΕͧΕͷྑ͍ͱ͜Ζ͚͕ͩग़ΕɺύϑΥʔϚϯε࠷େԽ͢Δ .BSLFUJOH $VTUPNFS 4VDDFTT ɿO ɿ ಘҙͳίϛϡχέʔγϣϯελΠϧͰྨ͢Δͷ͕γϯϓϧͰΘ͔Γ͍͢ FYʣΞοϓηϧ
ϚʔέͰϝϧϚΨͰҰ੪ࠂɹˠԠͷ͋ͬͨϢʔβʔʹ$4͕ޙ๚
CONFIDENTIAL Ε͍͚ͯͳ͍͜ͱ Ϛʔέͱ$4Ͱڞ௨ͷ,1*Λ࣋ͭ ʲ,1*ྫʳ ɾόΠϥϧϦʔυ ɾόΠϥϧϦʔν ɾ$IVSO3BUF ɾ/FU3FUFOUJPO3BUF ڞ௨ͷ,1*Λ࣋ͭ͜ͱɺηΫγϣφϦζϜΛ͙ޮՌ͋Δɻ
CONFIDENTIAL ΧελϚʔϚʔέςΟϯάͱʁ ϚʔέςΟϯάͱΧελϚʔαΫηε͕ڞ௨ͷඪʢ,1*ʣ Λ࣋ͪɺޓ͍ͷಛΛൃش͠ɺࣄۀʹߩݙ͢Δ͜ͱɻ
4NBSU)3Ͱͷࢪࡦ
CONFIDENTIAL ϢʔβʔΠϯλϏϡʔ ࣄྫɾಈըࠂ اըɺ੍࡞ϚʔέςΟϯάɻϢʔβʔͷબఆɺΞαΠϯΧελϚʔαΫηεɻ
CONFIDENTIAL Πϕϯτొஃ ຊͷਓࣄ෦ओ࠵ʮ)3ςΫϊϩδʔΧϯϑΝϨϯεय़5&$)%":ʯ اըϚʔέςΟϯάɻϢʔβʔͷબఆɺΞαΠϯΧελϚʔαΫηεɻ
CONFIDENTIAL ίϛϡχςΟϚʔέςΟϯά શମاըɺਐߦϚʔέςΟϯάɻू٬ɺίϯςϯπاըΧελϚʔαΫηεɻ
CONFIDENTIAL ςοΫλονάϩʔεϋοΫ1+5 Ϛʔέͱ$4͕ڠྗͯ͠ɺςοΫλονྖҬΛάϩʔεͤ͞Α͏ͱ͢ΔऔΓΈ
CONFIDENTIAL ࠷ޙʹ ΧελϚʔϚʔέςΟϯάɺ ͜Ε·ͰϚʔέςΟϯά͚ͩͰɺखͷಧ͔ͳͬͨͱ͜Ζʹखͷಧ͘ɺ خ͍͠औΓΈͰ͢ɻ ϚʔέςΟϯάͱΧελϚʔαΫηεʹܞΘΔํΛר͖ࠐΜͰɺ͕ͬ ͯߦ͘͜ͱΛئ͍ͬͯ·͢ɻ
CONFIDENTIAL ͝੩ௌ͋Γ͕ͱ͏͍͟͝·ͨ͠