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戦術を正しく導く効果測定の方法済 -既存顧客編-

前回は、正しい戦術を導くためにみるべき指標とその効率的な効果測定方法として、必要な情報を手間なくストックできる仕組みを戦術に取り込む重要性をご紹介しました。

（詳しく知りたい方は、「戦術を正しく導く効果測定の方法 -基礎編–」をご参照ください。）

以降、当該計測について「既存顧客」「見込み客」の成果計測について、2回に分けて具体的にご説明をさせていただきます。

既存顧客と見込み客を分けて計測する理由

今回は、既存顧客の計測方法についてのご紹介となりますが、そもそもなぜ「既存顧客」と「見込み客」を分けて計測する必要があるのかをご説明いたします。

事業活動の最終目的の一つとしてどの企業においても売上をあげることがあり、そのための活動を戦略として落とし込み、実行に移していくことについては皆様ご承知のことかと思います。

売上をアップさせるための活動を大きく整理すると、

・新規開拓

・既存顧客からの紹介

・契約の更新

・アップセル*1/クロスセル*2

の4つに分けられます。

*1 アップセル　より高価な商品・サービスを売ること。ある商品の購入者や購入希望者に対して、その上位にあたる商品を推薦して、販売に繫つなげること。（出典：大辞林 第三版）

*2 クロスセル　関連する商品・サービスを売ること。ある商品の購入者や購入希望者に対して、関連する別の商品も推薦して、販売に繫つなげること。（出典：大辞林 第三版）

事業計画を作成・修正する際には、着実に営業成績へとつなげるため、上記4つそれぞれの活動に対して計画と目標を設定します。

当然、ターゲットに対してはそれぞれの活動は異なりますため、計測する情報も多岐にわたってきます。

それを一つ一つ計測するための仕組みを計画の際に立てていては大変な作業となり、計画の修正時にも大変な手間となります。

そのため、この4つの活動を行うターゲットの属性を「既存顧客」と「見込み客」の2つに分けて効率的に計測する仕組みをとることが最適と言えます。

 

既存顧客の定義と戦略

今回ご紹介する既存顧客の定義について、簡単に整理しましょう。

既存顧客とは、これまで取引をしたことのある顧客をさします。

事業の形態によっては、商談を過去に一度でも行い成約には至らなかった顧客についても既存顧客として定義する場合もあり、ここではこの属性も既存顧客として定義します。

既存顧客を維持することは、新規顧客を獲得することよりも、コストや手間がかからないことも受け、より安定した経営を目指すうえで、非常に重要な活動になります。

完全なる新規事業の場合、すべてが新規顧客となりますが、後に既存顧客が発生しその数は増加していきますので事業計画においては既存顧客も見据えて設計する必要があります。

既存顧客から新たな売上をあげるためには過去の実績やその後のフォローから信頼関係（リレーションシップ）を構築する必要があります。

まず大切なことは、顧客ニーズが発生した時に、自社製品を頭に浮かべてもらえるよう工夫することであり、さらにまだ発生していない顧客ニーズ（潜在ニーズ）を顕在化させる働きかけも重要です。

担当の営業がいる場合はクライアント担当者をはじめとした顧客との関係を築き続ける必要があります。

 

実際に既存顧客の計測を設計しましょう

売上をアップさせるための活動としてあげた4つについて、計測できる仕組みをつくっておくことで、今後計画が変更した場合などでも応用が効いたり計測方法の変更自体不要となることもあります。

 

ステップ1　既存顧客からの紹介を計測する

次回にてご紹介する新規見込客を獲得し、さらに成約率も高いことから重要となる既存顧客からの紹介ですがその成果をPDCAに活かせる形で計測するためには、

・　紹介件数

・　紹介した人の属性

・　紹介の発生を誘発したきっかけ

の3つをおさえる必要があります。また、顧客台帳に紹介元の上記情報を入力する運用体制をとる必要があります。

 

ステップ2　契約の更新を計測する

すでに商品・サービスの購入・契約が行われており、今後も継続して購買が行われるようにする活動がこれにあたります。

この計測では、

・更新の点数、金額

・更新率

・平均更新終了までの期間

・更新終了原因の記録

が必要です。

最初の3点についてはデータとして残せるように仕組みを残しておくようにしましょう。

また、契約の終了については契約更新率を引き上げる原因が判明することもよくありますので、可能な限り顧客にヒアリングを行うよう努めるようにすると良いでしょう。

 

ステップ3　アップセル/クロスセルを計測する

既存の顧客から追加で売上を伸ばす活動がこれにあたります。

この計測については、

・アップセル/クロスセルが発生したきっかけ

・該当商品

を記録するようにしましょう。

＜参考リンク＞
・戦術を正しく導く効果測定の方法済 -既存顧客編-

・戦略と戦術を使い分けた、失敗しない事業計画の作り方

・強靭な事業戦略を確立するフレームワーク、バリュー・チェーン分析

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