CRM is an acronym for “Customer Relationship Management,” and in Japanese it is called “Customer Relationship Management” or “Customer Information Management.”
Although it is often thought of as a simple customer management system, the spread of
IT
systems has made it possible to centrally manage customer information as a
marketing
method, analyze that information, and utilize it for a company’s sales strategy. Ta.
Specific example of CRM analysis
What kind of analysis methods are actually used in CRM?
There are various methods such as “decile analysis,” ”
RFM analysis
,” and “behavioral trend analysis,” but here I will explain one specific example.
- Recency (latest purchase date)
Divide customers into five groups based on their most recent purchase date. Companies with the most recent purchase date will be in the top group.
- Frequency (purchase frequency)
Similarly, customers are divided into five groups based on purchase frequency. Companies with high purchasing frequency form the top group.
- Monetary (purchase amount)
Divide your customers into five groups based on their past purchases. Companies with higher purchase amounts are placed in higher ranking groups.
Companies that belong to each top group can be said to be good customers. In some cases, these three values can be analyzed in combination, and in other cases, all three values can be combined and considered as an overall rank.
The important thing is to clarify the purpose of customer analysis and then carry out the actual analysis work.
Reference article
