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戦術を正しく導く効果測定の方法済 -見込み客編-

前回までは、「戦術を正しく導く効果測定の方法済 -基礎編-」に基づき既存顧客の計測方法についてご案内しました。（詳しくは、「戦術を正しく導く効果測定の方法済 -既存顧客編-」をご参照ください。）

そして今回は計測方法ご紹介の最終回となる、見込客の計測方法となります。

事業のPDCAを最適な形に回せる仕組みづくりをこの最終回までをしっかりおさえることでご理解いただければと思います。

見込み客とは

企業の存続に欠かせない活動の一つが、見込み客の獲得です。

見込み客とは、まだ受注などによって売上があがっていないが、今後売上があがる見込みのあるお客様を指しています。

前回ご紹介した既存顧客ばかりを刈り取っていてはいずれ先細りとなり事業は衰退していってしまいますので、この見込み客を新たに獲得し企業の財産としてストックしていく必要があります。

見込み客は大きく定義するとすぐに顧客化する「今すぐ客」とまだ興味としては薄くすぐには購入にいたらないが、いずれ顧客化する可能性のある「これから客」の2つに定義されます。

この2つそれぞれの軸で計測をしながら多くの見込み客を獲得し、ビジネスを成長さてていく必要があります。

 

実際に見込み客の計測を設計しましょう

ステップ1　「今すぐ客」を計測しましょう

先ほどご紹介した「今すぐ客」ですが、これがもっとも企業にとって欲しい見込み客であることは間違いありません。

そのため、この計測ではどうしたらより多くの「今すぐ客」を獲得できるのかを把握することが最重要課題と言えるでしょう。

「今すぐ客」は、どういった経由で御社に辿りついたのかその経路をたどること。

そして、「今すぐ客」の属性を把握し、類似する層に対して優先的にアプローチをかけることの2つが大切です。

従って、「今すぐ客」を獲得した経路とその属性を把握できるようデータをストックする必要があります。

ステップ2　「これから客」を計測しましょう

しかし、ステップ1でみた「今すぐ客」ばかりではないのが実際です。

企業の多くは今すぐ客に注目し、これから客に対して十分な対策がとれていないものが多いですが、これは非常にもったいない状況です。

一度会社に対してコンタクトをとった経緯のある層であるため、掘り起こせば顧客化する可能性は十分に秘めています。

また、いつか御社サービス・製品に対するニーズが上がった際には「今すぐ客」の属性となりますので、その時に競合にとられず自社で抱え込める状況を築くことが大切です。

しかし、あまり積極的なアプローチをとってしまっては心理的にマイナスの印象を与えてしまうこともあるため、適度な温度感でアプローチを続ける必要があります。

そこで、この計測に必要なことは、

・「これから客」の温度感を把握できること

・「これから客」が顧客化するまでのステップを整理し、それぞれの「これから客」が今どの状態にあるのか把握する必要があります。

これについては例えば営業コールの際にヒアリングすることも可能ですし、メールに対する反応やWebサイトに再度アクセスしているかどうかなどのオンラインでの行動履歴を追跡し、記録する仕組みをつくりスコアリング*1形式をとることで把握が可能となります。

*1 スコアリング：個々の見込み客が持つ、自社への将来的な「価値」を予測し、その価値に準じて順位をつけること。順位付けは、デモグラフィックデータやBANT条件と、マーケティングやセールスキャンペーンに対する見込み客の行動解析を組み合わせて行う。（出展：マーケティング用語集）

 

最後に

今回3回に分けてご紹介した計測データを常に記録することが地道なようですがビジネス成功への近道となります。

しかし、手間がかかる仕組みは継続すること自体難しく、また本来注力すべき売上アップの活動に影響を与えてしまうことがあります。

また、ビジネスがオンラインで実施されることが加わると記録を残すこと自体不可能になるケースもあります。

そのため、昨今では顧客情報をデータベースとして保存し、情報を様々な形で紐づけることが可能なCRMといったサービスが普及しており、欧米ではほとんどの企業が導入を進めています。

こうしたシステムを導入し、さらにオンライン上での動向を顧客単位で追跡できる仕組みをCRMと組み合わせることでほとんど自動的に手間をかけず計測できるようになります。

「パソコンのスペックが上がればビジネススピードが上がる」とよく言われますが、ビジネスを行う環境を整えることも同様です。

システム導入と聞くと高額なコストが発生したり、設計が大変なイメージもありますが、低コストでかつすでに設計がされているものもありますので気軽に使い始めてみると後々より便利になることでしょう。

IT技術を手軽に活用できる時代にのり、ビジネスを加速させていきましょう。

＜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-

・２種類の顧客

・顧客状況を分析するフレームワーク、RFM分析、CPM分析について

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