Understanding the True Purpose of CRM Systems
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Today's theme is the depth of the structure that CRM has. After digging deep into relational databases, I found that it is Relationships rather than Customers that are being Managed. C, R, and M, which one do you focus on, and which one do you focus on, not only CRM, but also a little bit about CDP and the future beyond that. Everyone's CX pursuit is different. I would be happy to spark a discussion. Please enjoy to the end!
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Understanding the True Purpose of CRM Systems
- 1. CRM is misunderstood, isn't it? ©CX Deep-Dive New Theory Japan CX Deep-Dive New Theory Japan deep dive new theory CRM needs more love for R.
- 2. ©CX Deep-Dive New Theory Japan CRM
- 3. ©CX Deep-Dive New Theory Japan CRM What is it?
- 4. ©CX Deep-Dive New Theory Japan Manage information related to your customers = CRM Customer
- 5. ©CX Deep-Dive New Theory Japan Who are the customers? name address Tel Customer personal information
- 6. ©CX Deep-Dive New Theory Japan What do my customers think of me? name address Tel choice 担当者 or 商品 評価 Customer Information of interest personal information address goods evaluation
- 7. ©CX Deep-Dive New Theory Japan name address Tel choice goods evaluation customer chart The so-called customer chart has this level of sensitivity. Customer personal information Information of interest
- 8. ©CX Deep-Dive New Theory Japan name Tel choice customer chart And who is associated with that customer? Marketing Sales Support maintenance Various departments personal information address goods evaluation Customer Information of interest
- 9. ©CX Deep-Dive New Theory Japan name Tel choice customer chart it is about the customer at a much finer granularity. マーケ 営業 サポート 保守 Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Customer personal information address goods evaluation Information of interest Marketing Sales Support maintenance Various departments
- 10. ©CX Deep-Dive New Theory Japan name Tel choice customer chart It's about customers at a much finer granularity. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B Web App store facing Tel Mail Chat SNS Customer personal information address goods evaluation Information of interest Marketing Sales Support maintenance Various departments Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff
- 11. ©CX Deep-Dive New Theory Japan name Tel choice customer chart And in the field, there is actually a lot of information at various points of contact. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS Actually, here's the thing... Actually, at this time... Actually, that man... Customer personal information address goods evaluation Information of interest Marketing Sales Support maintenance Various departments Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff
- 12. ©CX Deep-Dive New Theory Japan name Tel choice customer chart But I don't have a pool of that information, so I'm in trouble. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS Information is incorrect. Information is out of date. Not much information. Customer personal information address goods evaluation Information of interest Marketing Sales Support maintenance Various departments Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff
- 13. ©CX Deep-Dive New Theory Japan name address Tel choice 担当者 or 商品 評価 customer chart When it becomes the norm, we become indifferent. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS I wonder who it is. Well... okay. I'm here. Customer personal information address goods evaluation Information of interest Marketing Sales Support maintenance Various departments Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Information is incorrect. Information is out of date. Not much information.
- 14. ©CX Deep-Dive New Theory Japan name Tel choice customer chart Having a variety of information will naturally help us understand our customers better. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS Customer be able to trace back to Customer Visibility Can be taken into consideration name personal information address goods evaluation Information of interest Marketing Sales Support maintenance Various departments Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff
- 15. ©CX Deep-Dive New Theory Japan name address Tel choice goods evaluation customer chart マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS Customer name Having a variety of information will naturally help us understand our customers better. personal information Information of interest Marketing Sales Support maintenance Various departments Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff be able to trace back to Customer Visibility Can be taken into consideration
- 16. ©CX Deep-Dive New Theory Japan name Tel choice customer chart The field has a lot of different information separately. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer Various departments Customer related information personal information address goods evaluation Information of interest Marketing Sales Support maintenance Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff
- 17. ©CX Deep-Dive New Theory Japan name Tel choice customer chart If we had that information, we could be more customer oriented. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Customer personal information address goods evaluation Information of interest Various departments Marketing Sales Support maintenance Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information
- 18. ©CX Deep-Dive New Theory Japan name address Tel choice 担当者 or 商品 評価 customer chart CRM is such a system. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS Manage customer-related information (CRM) どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Customer personal information address goods evaluation Information of interest Various departments Marketing Sales Support maintenance Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information
- 19. ©CX Deep-Dive New Theory Japan name address Tel choice 担当者 or 商品 評価 customer chart Relational database where everything is tied around the customer. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Customer personal information address goods evaluation Information of interest Various departments Marketing Sales Support maintenance Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 20. ©CX Deep-Dive New Theory Japan This is the CRM name address Tel choice 担当者 or 商品 評価 customer chart マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Customer personal information address goods evaluation Information of interest Various departments Marketing Sales Support maintenance Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 21. ©CX Deep-Dive New Theory Japan name address Tel choice 担当者 or 商品 評価 customer chart This is a customer chart… no related information is tied to it. Customer personal information address goods evaluation Information of interest
- 22. ©CX Deep-Dive New Theory Japan name address Tel choice 担当者 or 商品 評価 customer chart This is also not relational. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか System of marketing System of support System of maintenance Customer personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales System of sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information
- 23. ©CX Deep-Dive New Theory Japan This is the CRM name address Tel choice 担当者 or 商品 評価 customer chart マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Customer personal information address goods evaluation Information of interest Various departments Marketing Sales Support maintenance Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 24. ©CX Deep-Dive New Theory Japan name address Tel choice 担当者 or 商品 評価 This is the SFA Sales 前任A 現任B どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか oppor-tu nity based on Customer personal information address goods evaluation Information of interest Predece- ssor Current Staff What kind of conversation did you have? What materials did you show them? What was the response?
- 25. ©CX Deep-Dive New Theory Japan name address Tel choice 担当者 or 商品 評価 This is the SFA 営業 前任A 現任B どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか oppor-tu nity based on The subject is the opportunity. The management is the progress of the opportunity. To complete the opportunity Some customer information is also required . Customer personal information address goods evaluation Information of interest Sales Predece- ssor Current Staff What kind of conversation did you have? What materials did you show them? What was the response?
- 26. ©CX Deep-Dive New Theory Japan name address Tel choice 担当者 or 商品 評価 This is the ticket management system Case/ Ticket based on Support 窓口A 窓口B どんな困り事だったか ちなみに話はあったか Customer personal information address goods evaluation Information of interest Predece- ssor Current Staff What kind of trouble was it? What was proposed to be added?
- 27. ©CX Deep-Dive New Theory Japan name address Tel choice 担当者 or 商品 評価 This is the ticket management system Customer Case/ Ticket based on The subject is the ticket. Ticket progress is managed. Some customer information is also needed to complete the Ticket. Support 窓口A 窓口B どんな困り事だったか ちなみに話はあったか personal information address goods evaluation Information of interest Predece- ssor Current Staff What kind of trouble was it? What was proposed to be added?
- 28. ©CX Deep-Dive New Theory Japan This is the CRM name address Tel choice 担当者 or 商品 評価 customer chart マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Customer personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 29. ©CX Deep-Dive New Theory Japan The key to CRM is that it is relational. name address Tel choice 担当者 or 商品 評価 customer chart マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Customer personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 30. ©CX Deep-Dive New Theory Japan Customer name address Tel choice 担当者 or 商品 評価 The most important thing is R. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Relationship personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 31. ©CX Deep-Dive New Theory Japan Customer name address Tel choice 担当者 or 商品 評価 It's also important to R for deep hierarchy. what we call "insight". マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Relationship personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 32. ©CX Deep-Dive New Theory Japan Customer name address Tel choice 担当者 or 商品 評価 And it is important that it be an R tied to a C. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Relationship Cutomer personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Manage customer-related information (CRM) Customer
- 33. ©CX Deep-Dive New Theory Japan Customer name address Tel choice 担当者 or 商品 評価 As a corporate strategy, how do we M that information flow? マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS Manage customer-related information (CRM) どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Management personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Customer
- 34. ©CX Deep-Dive New Theory Japan CRM is to continue to pursue that. Customer Relationship Management Customer name address choice 担当者 or 商品 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS Manage customer-related information (CRM) どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Tel 評価 personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Customer
- 35. ©CX Deep-Dive New Theory Japan Instead of managing customers... Customer
- 36. ©CX Deep-Dive New Theory Japan CRM is to manage relationships. Customer name address choice 担当者 or 商品 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS Manage customer-related information (CRM) どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Tel 評価 personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information
- 37. ©CX Deep-Dive New Theory Japan Customer name address Tel choice 担当者 or 商品 評価 The most important thing is R. マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB アプリ 店舗 対面 Tel メール ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Relationship personal information address goods evaluation Information of interest Various departments Marketing Support maintenance Sales Web App store facing Tel Mail Chat SNS Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What did we notice there? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 38. ©CX Deep-Dive New Theory Japan And digital has become the norm. More and more data can now be obtained. Customer name address Tel choice goods evaluation Marketing Sales Support maintenance Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Web App store facing Tel Mail Chat SNS Manage customer-related information (CRM) What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What kind of trouble was it? What was proposed to be added? 💻 📱 📸 🛜 Various departments Customer related information Information of interest personal information
- 39. ©CX Deep-Dive New Theory Japan The concept of Customer Data Platform was born. Customer name addres s Tel choice 担当者 or 商品 評価 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB ｱﾌﾟﾘ 店舗 対面 Tel ﾒｰﾙ ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか digital data In-house system group 2nd Party Data 3rd Party Data ・Access logs ・IoT ・POS ・Inventory Control ・Various data from partner companies ・Statistics Data ・Weather Data Manage more customer-related information (CDP) personal information address choice goods evaluation Information of interest Marketing Sales Support maintenance Various departments Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Web App store facing Tel Mail Chat SNS What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What kind of trouble was it? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 40. ©CX Deep-Dive New Theory Japan CRM is now also incorporated as a component of CDP. Customer name addres s Tel choice 担当者 or 商品 評価 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB ｱﾌﾟﾘ 店舗 対面 Tel ﾒｰﾙ ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか デジタルデータ 社内システム群 2nd Party Data 3rd Party Data personal information address choice goods evaluation Information of interest Marketing Sales Support maintenance Various departments Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Web App store facing Tel Mail Chat SNS What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What kind of trouble was it? What was proposed to be added? Customer related information Manage customer-related information (CRM) digital data In-house system group 2nd Party Data 3rd Party Data ・Access logs ・IoT ・POS ・Inventory Control ・Various data from partner companies ・Statistics Data ・Weather Data Manage more customer-related information (CDP)
- 41. ©CX Deep-Dive New Theory Japan Starting with the management of the clients themselves... Customer
- 42. ©CX Deep-Dive New Theory Japan Customer name addres s Tel choice 担当者 or 商品 評価 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB ｱﾌﾟﾘ 店舗 対面 Tel ﾒｰﾙ ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか Attention is focused on managing customer relationships... personal information address choice goods evaluation Information of interest Marketing Sales Support maintenance Various departments Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Web App store facing Tel Mail Chat SNS What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What kind of trouble was it? What was proposed to be added? Customer related information Manage customer-related information (CRM)
- 43. ©CX Deep-Dive New Theory Japan The focus is on managing all digital data with customers... Customer name addres s Tel choice 担当者 or 商品 評価 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB ｱﾌﾟﾘ 店舗 対面 Tel ﾒｰﾙ ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか デジタルデータ 社内システム群 2nd Party Data 3rd Party Data personal information address choice goods evaluation Information of interest Marketing Sales Support maintenance Various departments Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Web App store facing Tel Mail Chat SNS What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What kind of trouble was it? What was proposed to be added? Customer related information Manage customer-related information (CRM) digital data In-house system group 2nd Party Data 3rd Party Data ・Access logs ・IoT ・POS ・Inventory Control ・Various data from partner companies ・Statistics Data ・Weather Data Manage more customer-related information (CDP)
- 44. ©CX Deep-Dive New Theory Japan ...I wonder what's next? Customer name addres s Tel choice 担当者 or 商品 評価 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB ｱﾌﾟﾘ 店舗 対面 Tel ﾒｰﾙ ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか デジタルデータ 社内システム群 2nd Party Data 3rd Party Data personal information address choice goods evaluation Information of interest Marketing Sales Support maintenance Various departments Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Web App store facing Tel Mail Chat SNS Manage customer-related information (CRM) digital data In-house system group 2nd Party Data 3rd Party Data ・Access logs ・IoT ・POS ・Inventory Control ・Various data from partner companies ・Statistics Data ・Weather Data Manage more customer-related information (CDP) CXM? XRM?... or even this concept is gone because the very idea of managing customers in the first place is a big deal. What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What kind of trouble was it? What was proposed to be added? Customer related information
- 45. ©CX Deep-Dive New Theory Japan CXM? XRM?... or even this concept is gone because the very idea of managing customers in the first place is a big deal. Customer name addres s Tel choice 担当者 or 商品 評価 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB ｱﾌﾟﾘ 店舗 対面 Tel ﾒｰﾙ ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか デジタルデータ 社内システム群 2nd Party Data 3rd Party Data personal information address choice goods evaluation Information of interest Marketing Sales Support maintenance Various departments Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Web App store facing Tel Mail Chat SNS digital data In-house system group 2nd Party Data 3rd Party Data ・Access logs ・IoT ・POS ・Inventory Control ・Various data from partner companies ・Statistics Data ・Weather Data Manage more customer-related information (CDP) Manage customer-related information (CRM) What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What kind of trouble was it? What was proposed to be added? Customer related information CXM? XRM?
- 46. ©CX Deep-Dive New Theory Japan CXM? XRM?... or even this concept is gone because the very idea of managing customers in the first place is a big deal. Customer name addres s Tel choice 担当者 or 商品 評価 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB ｱﾌﾟﾘ 店舗 対面 Tel ﾒｰﾙ ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか デジタルデータ 社内システム群 2nd Party Data 3rd Party Data personal information address choice goods evaluation Information of interest Marketing Sales Support maintenance Various departments Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Web App store facing Tel Mail Chat SNS digital data In-house system group 2nd Party Data 3rd Party Data ・Access logs ・IoT ・POS ・Inventory Control ・Various data from partner companies ・Statistics Data ・Weather Data Manage more customer-related information (CDP) Manage customer-related information (CRM) What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What kind of trouble was it? What was proposed to be added? Customer related information .. or even this concept is gone because the very idea of managing customers in the first place is a big deal.
- 47. ©CX Deep-Dive New Theory Japan What do you think is coming next? Customer name addres s Tel choice 担当者 or 商品 評価 マーケ 営業 サポート 保守 担当A 担当B 前任A 現任B 窓口A 窓口B 上司A 担当B WEB ｱﾌﾟﾘ 店舗 対面 Tel ﾒｰﾙ ﾁｬｯﾄ SNS どんなDMに 反応したか どんなページを 回遊しているか どんな会話をしたか （toお客様/to社内） どんな資料を見せたか どんな反応だったか どんな困り事だったか ちなみに話はあったか 現地で何に気付いたか ちなみに話はあったか デジタルデータ 社内システム群 2nd Party Data 3rd Party Data personal information address choice goods evaluation Information of interest Marketing Sales Support maintenance Various departments Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Predece- ssor Current Staff Web App store facing Tel Mail Chat SNS Manage customer-related information (CRM) digital data In-house system group 2nd Party Data 3rd Party Data ・Access logs ・IoT ・POS ・Inventory Control ・Various data from partner companies ・Statistics Data ・Weather Data Manage more customer-related information (CDP) CXM? XRM?... or even this concept is gone because the very idea of managing customers in the first place is a big deal. What kind of DM responded to What pages What pages are you visiting? What kind of conversation did you have? What materials did you show them? What was the response? What kind of trouble was it? What was proposed to be added? What kind of trouble was it? What was proposed to be added? Customer related information
- 48. Thank you again today. It would be encouraging if you could also follow us. CX Deep-Dive New Theory Japan This column is a personal opinion and has nothing to do with the company to which it belongs. ©CX Deep-Dive New Theory Japan Special thanks：https://web-sozai.com/