JP2002334275A - Marketing management device - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a marketing management device managing the contract/ sales conditions of an agency and the support activity conditions of customers on a carrier side and supplying appropriate incentives and marketing information for general customer support to the agency. SOLUTION: A data warehouse 11 records histories and conditions for the contract form of a service, service utilization and merchandise purchase as customer information in addition to individual information for each customer registered from a channel management system 2. A customer value data mart 12 calculates profits brought to a telecommunication carrier by the customer by then by analyzing the customer information recorded in the data warehouse 11 and calculates customer value information for each customer. A marketing management part 13 allocates funds utilizable for customer maintenance for each agency according to the reference of customer management set by a manager on the basis of the calculated customer value information and supplies the information of the funds and the marketing information to the terminal 3 for the agency of each agency.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION The present invention relates to a sales agent (hereinafter referred to as "agent") for a business agent to perform business operations of a business including a service contract business for a customer and a product sales business. The present invention relates to a marketing management device used to provide appropriate incentives (rewards) and marketing information for customer support.

[0002]

2. Description of the Related Art Conventionally, as shown in FIG. 4 (a), for example, as an incentive for a new contract business or a new sales business, a business operator provides an agency for service contract business or product sales. , And pays some kind of remuneration according to the number of contracts and the number of units sold.

[0003]

However, as shown in FIG. 4 (b), only a prescribed fee is paid for customer support operations such as product model change, repair, service use consulting, etc. No compensation was given according to the nature or quality of the support work. As described above, in the past, there was no ready index or value for evaluation of the customer's support operations, and no support was given to each customer. In addition, due to the attractiveness of incentives for new contracts and new sales, the agency will focus on new contracts and new sales rather than customer support such as model change, repair, and service use consulting. However, there has been a problem in that a situation in which sufficient services cannot be provided to customers arises in terms of customer support operations. Also, in recent years, a conventional agency manages the agency itself and the customer to pursue profits, and CRM
Instead of the concept of (Customer Relationship Management), PRM (Personal Management) manages the relationship between the agency and the customer, improves the relationship between the agency and the agency, and pursues the benefits of both from the viewpoint of customer support. PartnerRelat
ionship management), but the specific method was not clear.

[0004] The present invention has been made in view of the above-mentioned problems, and the business side manages the contract / sales status of the agency and the support activity status of the customer, thereby determining the customer value. It is an object of the present invention to provide a marketing management device that provides appropriate incentives to businesses other than new sales businesses and further provides marketing information for comprehensive customer support.

[0005]

SUMMARY OF THE INVENTION In order to solve the above-mentioned problems, the present invention provides a method for providing an agent for a business on behalf of a business including a service contract business for a customer and a product sales business. A marketing management device that manages provision of information, and includes a customer information recording unit (for example, the data warehouse 11 of the embodiment) that records, as customer information, information including a history of use of services or purchases of products for each customer. ) And the customer information recorded in the customer information recording unit, the customer value calculation means (for example, a customer value calculation means for calculating the profit that the customer has brought to the business so far and calculating the customer value information for each customer based on the profit) Based on the customer value data mart 12) of the embodiment and the customer value information calculated by the customer value calculation means, the agency allocates funds that can be used for customer retention. Te, manages information for said resource gold per agency, the agency terminal, characterized in that a and marketing management means for provision of information funds (e.g. embodiment marketing manager 13). With the above configuration, the customer's value information obtained from the profits that the customer has provided to the business operator and the customer value information obtained from the profits that the customer has provided to the business operator, And the agency can receive incentives for the customer's support operations that have been performed, in proportion to the value of the customer.

According to the present invention, in the above-mentioned marketing management apparatus, the customer value calculating means includes: information of the business which the agency has performed using the funds for maintaining the customer; It is characterized in that the customer value information is updated based on the profit brought to the business up to now.
With the above configuration, the customer value information is frequently updated in accordance with the contents of the customer support operation performed by the agent, so that the agent can perform an appropriate response to the next customer support operation.

[0007] The present invention is characterized in that, in the above-mentioned marketing management device, the marketing management means manages the amount of incentive for the agency as information of funds that the agency can use to maintain customers. With the configuration described above, the agency can receive, for example, information on the amount of the incentive for each customer with respect to the profit estimated from the customer value information, and can support the customer based on the information.

[0008] The present invention is characterized in that, in the above-mentioned marketing management device, the marketing management means manages the amount of the fund established for the agency as information on funds that the agency can use to retain customers. I do.
With the above-described configuration, the agency can receive information on the amount of money of the fund for each customer accumulated based on the margin of the customer value information, for example, and can respond to the support business for the customer based on the information.

According to the present invention, in the above-mentioned marketing management apparatus, the marketing management means includes:
It is characterized by providing marketing information for customer retention along with fund information. With the above configuration,
For example, the information necessary for planning customer support operations, such as contract details and profiles for each customer, is also provided to the agency, which allows the business operator and the agency to communicate with each other in terms of customer support in accordance with the PRM concept. Make it possible to pursue profits.

[0010]

Embodiments of the present invention will be described below with reference to the drawings. FIG. 1 is a block diagram for explaining the configuration of the present embodiment. A marketing management apparatus according to the present embodiment is used as a telecommunications carrier (communications carrier).
Here is an example of the case where is used. In FIG.
Is a marketing management device of the present embodiment,
The marketing management device 1 is connected to a line management system 2 that manages a communication terminal (not shown) of a customer who receives a communication service of a telecom company. The line management system 2 is registered from an agent terminal 3 located at an agent acting as a sales agent, a supporter, and a contractor for a communication service for the communication terminal sold to the customer by the telecom operator (terminal line). Information registration) Manage terminal line information of customers. In addition, the line management system 2 registers, in the marketing management device 1, personal information such as age, gender, name, and address of each customer, a service contract form, and a history and status of service use or product purchase ( usage fee,
Storage status registration). The line management system 2 and the agent terminal 3 are connected by a communication network 4 including a dedicated line and a public line network. In addition, the marketing management device 1
Can communicate with the agent terminal 3 via the communication network 4 for exchanging funds, incentive information, marketing information, support contents, and the like, which will be described later.

The marketing management device 1 includes a data warehouse 11, a customer value data mart 12, and a marketing management unit 13. The data warehouse 11 stores the customer's age, gender, name, address, and other personal information registered from the line management system 2 as well as the service contract form, service use, or product purchase history and status. This is a database for information analysis recorded as information. The customer value data mart 12 obtains the customer information recorded in the data warehouse 11 (extracts and processes the index of income and expenditure) and analyzes it to calculate the profit that the customer has brought to the telecommunications carrier up to now. And a data analysis processing unit that calculates customer value information for each customer.

Here, for example, the customer value data mart 12
However, the information to be extracted and processed from the customer information recorded in the data warehouse 11 includes revenue indexes for each customer including usage fee revenue, contract contract revenue, communication terminal sales revenue, etc., and incentives for customer acquisition. There is an expenditure index for each customer, such as the cost of services and fees, the cost of supporting customers, and the cost of roaming to other carriers. The customer value data mart 12 calculates customer value information such as an existing customer value (current customer value) and a prospective customer value (customer value expected in the future) for each customer based on these income and expenditure indexes. I do. Further, the customer value data mart 12 obtains, through the marketing management unit 13, information on the business performed by the agency for maintaining the customer, which is input from the agent terminal 3, and the customer has The customer value information is updated based on the profit brought to the business and information on the business.

The marketing management unit 13 acquires customer value information calculated by the customer value data mart 12 (acquisition of customer value information). Based on the acquired customer value information, the agency manages the customer according to the customer management criteria set by the administrator. Allocate funds that can be used for maintenance, manage the information of the funds for each agency, and, together with customer information for specifying the customers who maintain using the funds, send the information of the funds to the agent terminal 3. Provide information and marketing information that agencies can use to retain customers (fund information, incentive information, marketing information, and customer information viewing).
Here, the marketing management unit 13 sets the agent terminal 3
Information on the funds to be provided to, for example, the amount of incentive for each customer with respect to the revenue estimated from the customer value information,
This is information on the amount of funds for each customer accumulated based on the margin of customer value information.

The marketing information provided by the marketing management unit 13 to the agent terminal 3 includes, for example, customer ranks obtained from customer value information, customer models such as models used, services used, and the like. In addition to customer information including personal information, market distribution price for each communication terminal model,
This is the amount of service provision to the customer, such as a model change fee and a failure repair cost determined according to the customer rank. In addition, the marketing management unit 13 transmits the information of the business which is input from the agent terminal 3 (input of support contents) and which is performed by the agent using the funds for customer maintenance to the customer value data mart 12. Relay (notification of support contents).

The data warehouse 11 includes a non-volatile memory such as a hard disk device, a magneto-optical disk device, and a flash memory, and a random access memory (RAM).
ry) or a computer-readable and writable recording medium using a combination thereof. Further, the customer value data mart and the marketing management unit 13 may be realized by dedicated hardware, respectively, and are constituted by a memory and a CPU (central processing unit). May be realized by loading a program for realizing the function into a memory and executing the program.

It is assumed that an input device, a display device, and the like (both not shown) are connected to the marketing management device 1 as peripheral devices. Here, the input device refers to an input device such as a keyboard and a mouse. The display device refers to a CRT (Cathode Ray Tube) display device, a liquid crystal display device, or the like.

The marketing management device 1 may be constituted by one device (server) including a data warehouse 11, a customer management data mart 12, and a marketing management unit 13, or the data warehouse 11, customer management The data mart 12 and the marketing management unit 13 may be configured by independent devices (servers), respectively, and the marketing management device 1 may be configured by all three devices.

Next, the operation of this embodiment will be described in further detail with reference to the drawings. FIG. 2 is a sequence diagram for explaining the operation of the present embodiment. First, when the agency sells a communication terminal to a customer and performs a contract service for using a communication service, the agency terminal 3 The customer's terminal line information is registered in the line management system 2 (step S1). In the line management system 2 for managing terminal line information, the data warehouse 11 provided in the marketing management device 1 is used.
In addition to registering personal information such as age, gender, name, address, etc. for each customer found from the customer's terminal line information, service contract form, service use, or product purchase history and status, as customer information ( Step S2).

On the other hand, the customer value data mart 12 uses the customer information recorded in the data warehouse 11 to generate a revenue index for each customer including usage fee revenue, contract contract revenue, communication terminal sales revenue, etc. Extract and process expenditure indicators for each customer, such as incentive and commission costs spent, costs spent supporting customers, and roaming costs to other telecommunications carriers (step S3). Based on these revenue and expenditure indicators, , Existing customer value for each customer (current customer value)
And customer value information such as prospective customer value (customer value expected in the future) is calculated (step S4).

Next, the marketing management unit 13 obtains customer value information from the customer value data mart 12 and substitutes funds available for the agency to use for customer maintenance in accordance with the customer management criteria set by the manager. Assigned to each store (step S6). Further, the agency uses the agency terminal 3 to send the information of the allocated funds from the marketing management unit 13 and the customer rank such as the customer rank obtained from the customer value information, the use model, the use service, and the like. In addition to the contract contents and customer information including personal information of the customer, such as the market distribution price for each communication terminal model, model change fee determined according to customer rank, service provision amount to the customer such as repair cost etc. Obtain marketing information (Step S
7).

The telecommunications company provides funds allocated to each agency through a financial institution. Here, the fund and information provided by the telecommunications company to the agency will be described with an example. For example, (1) “A agency A has 10
There are 00 people. "Estimating from the customer value of these 1,000 customers, we can expect a profit of B yen every month. Therefore, to Agent A,
Pay 10% of B yen as customer retention incentive. (2) Calculate the margin of customer value, and use the surplus as the fund C. The agency D can provide customer support using the fund of the fund C. The results are
Evaluate the change in customer value. As mentioned above, it is possible to provide the agency with some kind of reward as an incentive or to operate the fund to give the agency the right to use the fund in an amount corresponding to the customer value. 13 is the agent terminal 3
Provide information on these amounts.

As described above, the agency receiving the fund information and the marketing information and the actual funding provides customer support based on the information (step S8). Examples of customer support include, for example, in the case of a customer with a high customer value, repairs were made at a discounted amount at the time of accepting a failure, and 5,000 yen was used where a 30,000 yen was required at the time of model change.

When the agent inputs the contents of the customer support carried out using the agent terminal 3 at a predetermined period, the agent terminal 3 displays the contents of the model change and the contract change. If there are, they are notified to the line management system 2 side. At the same time, regarding the content of the customer support
In particular, if there is information on the income / expenditure index for each customer, the information is notified to the marketing management unit 13 (step S9). The marketing management unit 13 notified of the information on the customer support relays the information on the customer support to the customer value data mart 12 to notify (step S10).

The customer value data mart 12, which has received the information on the customer support, updates the customer value information based on the profits the customer has provided to the telecommunications carrier and the information on the customer support so far. For example, a customer who pays 5,000 yen instead of 30,000 yen at the time of model change will incur costs for maintaining the customer here and be added up as expenditures, so that the customer value will be reduced accordingly. Therefore, in the customer value data mart 12, the customer value information is updated every predetermined period in accordance with the feedback information on the customer support.
New customer value information is acquired (step S12), and a new fund is allocated for each agent (step S1).
3). Thereafter, the marketing management unit 13 repeats the provision of the fund information to the agency and the feedback of the information on the customer support, and for each agency, the information on the funds that the agency can use for maintaining the customer with the updated customer value information. And manage marketing information that agencies can use to retain customers.

Accordingly, the new contract business and the new sales business shown in FIG.
As for the support business shown in (1), an appropriate flow of money occurs as an incentive from the business operator to the agency and the right to use the fund, and the agency side will be able to obtain appropriate income in the support business as well. Become.

In the above-described embodiment, the case has been described where the marketing management apparatus 1 is used by a telecommunications company. However, the type of business in which the marketing management apparatus 1 can be used is not limited to the telecom industry, and specific services are provided to customers. Offer to,
Any type of business or company may be used as long as it is a business that obtains usage fee revenue or a company that outsources contract acquisition and support services to agents. For example, a business type or a company to which the marketing management device 1 of the present embodiment can be used will be described with reference to an example. Telecom companies that perform telephone / communication businesses in the city, long distance, international, and mobile, the Internet Service Provider, CA
TV operators, credit card companies, insurance companies and the like are conceivable.

The above-mentioned marketing management device 1
Is a program and data to realize the function,
The functions of the above-described devices may be realized by recording the program on a computer-readable recording medium and causing the computer system to read and execute the program recorded on the recording medium.

Here, the “computer system” includes an OS and hardware such as peripheral devices.
If a WW (World Wide Web) system is used, a homepage providing environment (or display environment) is also included. The “computer-readable recording medium” refers to a portable medium such as a flexible disk, a magneto-optical disk, a ROM, a CD-ROM, and a storage device such as a hard disk built in a computer system. Further, a “computer-readable recording medium” refers to a medium that dynamically stores a program for a short time, such as transmitting a program via a computer network such as the Internet or a communication line such as a telephone line. (Transmission medium or transmission wave), in which case a program holding a program for a certain period of time, such as a volatile memory in a computer system serving as a server or a client, is also included.

Further, the above-mentioned program may be for realizing a part of the above-mentioned functions, and may be for realizing the above-mentioned functions in combination with a program already stored in the computer system, so-called, It may be a difference file (difference program).

[0030]

As described above, according to the present invention, by using the above-described marketing management device, a business or a company using the marketing management device can provide a support service for a customer at an agency. The investment
It is possible to observe how much the profit is improved by observing the rise and fall of the customer value for each customer, and it is possible to obtain the effect that the management resources can be efficiently allocated. In addition to the existing incentives for new contract business and new sales, the company also manages indices for evaluating customer support operations as customer value information, and uses this to provide appropriate compensation to agents, thereby enabling new contract business. In addition to new sales operations, the agency will be able to obtain the voluntary cooperation of the agency to achieve the task of improving customer satisfaction. Furthermore,
As a result, it is possible to reduce the sales promotion costs such as useless incentives caused by the agency focusing on new contract business and new sales business.

Also, from the point of view of the agency, it is necessary to break away from a situation in which the company has earned income by forcibly committing to new contract business and new sales business, and to perform business other than new contract business and new sales business. You will be able to earn a lot of income. In addition, the agency side will use the marketing information provided with the fund information to examine the details of the customer support work more specifically, and provide support that is appropriate to the customer value according to each customer. As a result, the effect that the customer satisfaction can be further improved can be obtained.
Therefore, there is an effect that the business or the company and its agent can establish a new relationship between the two companies in accordance with the concept of PRM that pursues the benefits of both companies from the viewpoint of customer support.

[Brief description of the drawings]

FIG. 1 is a block diagram showing an embodiment of the present invention.

FIG. 2 is a sequence diagram illustrating an operation of the embodiment.

FIG. 3 is a diagram illustrating an effect of the embodiment.

FIG. 4 is a diagram illustrating a conventional problem.

[Explanation of symbols]

 DESCRIPTION OF SYMBOLS 1 Marketing management apparatus 2 Line management system 3 Agent terminal 4 Communication network 11 Data warehouse 12 Customer value data mart 13 Marketing management department

Claims (5)

[Claims] 1. A marketing management device for managing the provision of information from a business to an agent acting on behalf of a business including a service contract business and a product sales business for a customer, comprising: A customer information recording unit that records information including a history or situation regarding service use or product purchase as customer information, and from the customer information recorded in the customer information recording unit, the customer has ever brought to the business operator. Customer value calculation means for calculating customer value information for each customer based on the profit value, and customer value information calculated by the customer value calculation means.
Marketing management means for allocating funds that the agency can use for customer retention, managing the information of the funds for each of the agencies, and providing the information of the funds to the terminal of the agency; A marketing management device, characterized in that: 2. The customer value calculation means, comprising: information of a business that the agency has performed using the funds for retaining customers, the information being input from a terminal of the agency; The marketing management device according to claim 1, wherein the customer value information is updated based on a profit provided to the business operator. 3. The marketing management unit according to claim 1, wherein the amount of the incentive for the agency is managed as information on funds available for the agency to maintain customers. The marketing management device according to 1. 4. The method according to claim 1, wherein the marketing management means manages the amount of a fund established for the agency as information on funds available for the agency to retain customers. Or the marketing management device according to claim 2. 5. The marketing management means according to claim 1, wherein the marketing management means provides marketing information for retaining customers to the terminal of the agency together with the fund information. A marketing management device as described.