JP2018081550A - Business activity support device, business activity support method and business activity support program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To facilitate execution of wasteless efficient business activities.SOLUTION: A business activity support device 10 acquires information on an activity report of business activities and collects information on the activities of a customer. Based on the acquired information on the activity report and the collected information on the activities, the business activity support device 10 determines in which phase the customer is among a plurality of phases set in advance as a plurality of processes that are gradually shifted in a series of business activities. Then, the business activity support device 10 performs control to select a business activity for shifting from the determined phase to the next phase, and output the selected business activity.SELECTED DRAWING: Figure 3

Description

  The present invention relates to a sales activity support device, a sales activity support method, and a sales activity support program.

  Conventionally, since sales activities are person-to-person activities, it is difficult to systemize them, and in many cases, the activities are the experience and concealment of sales staff. In addition, the sales manager grasps the status of each business negotiation by reporting based on the subjective judgment of each sales person, and gives instructions to the sales person.

  In addition, it is also important to know customer needs from customer behavior such as browsing the site and going to exhibitions, and a method for collecting information on customer behavior is known. For example, in order to properly grasp the customer's reaction triggered by the advertisement, the advertisement is distributed according to the registered customer characteristics, and information on whether the customer has purchased a product or service related to the advertisement information is collected. A system for calculating the degree of influence of advertisement information on a customer is known (see, for example, Patent Document 1).

JP 2003-233707 A

  As described above, the conventional method has a problem that it is difficult to perform efficient sales activities without waste. For example, conventionally, since sales activities are left to individual sales representatives, there is often waste in sales activities. In addition, there are many places that depend on the experience and intuition of sales representatives, and there is a large difference between experienced and excellent sales representatives and other sales representatives. There were cases where efficient sales activities could not be performed, such as spending operation. In addition, there are cases where sales representatives do not grasp information related to customer behavior such as browsing the site and going to exhibitions, and it has been difficult to efficiently utilize customer behavior in sales activities.

  In order to solve the above-described problems and achieve the object, the sales activity support apparatus of the present invention includes an acquisition unit that acquires information on an activity report of a sales activity, a collection unit that collects information on a customer activity, Based on the information on the activity report acquired by the acquiring means and the information on the activity collected by the collecting means, among a plurality of phases set in advance as a plurality of processes that shift in stages in a series of sales activities, A determination means for determining in which phase the customer is located; a selection means for selecting a sales activity for shifting from the phase determined by the determination means to the next phase; and the sales selected by the selection means And control means for controlling to output the activity.

  Further, the sales activity support method of the present invention is a sales activity support method executed by the sales activity support device, and includes an acquisition step of acquiring information related to the activity report of the sales activity and a collection of collecting information related to the customer activity. A plurality of phases set in advance as a plurality of processes to be shifted in stages in a series of sales activities based on the process, the information on the activity report acquired by the acquisition process and the information on the activity collected by the collection process Among these, a determination step for determining in which phase the customer is located, a selection step for selecting a sales activity for shifting from the phase determined by the determination step to the next phase, and the selection step And a control process for controlling the output of the selected sales activities. To.

  The sales activity support program of the present invention includes an acquisition step for acquiring information on an activity report of a sales activity, a collection step of collecting information on an activity of a customer, information on an activity report acquired by the acquisition step, and Based on the information about the activity collected in the collecting step, it is determined in which phase the customer is located among a plurality of phases set in advance as a plurality of processes to be shifted in stages in a series of sales activities. A determination step; a selection step for selecting a sales activity for shifting from the phase determined in the determination step to the next phase; and a control step for controlling to output the sales activity selected in the selection step. Characterized by causing a computer to execute To.

  According to the present invention, it is possible to easily perform efficient business activities without waste.

FIG. 1 is a diagram for explaining the outline of the business activity support apparatus according to the first embodiment. FIG. 2 is a diagram for explaining a basic process of sales activities. FIG. 3 is a block diagram illustrating a configuration example of the business activity support apparatus according to the first embodiment. FIG. 4 is a diagram illustrating an example of a table stored in the customer information storage unit. FIG. 5 is a diagram illustrating an example of a table stored in the sales history information storage unit. FIG. 6 is a diagram illustrating an example of a table stored in the customer status storage unit. FIG. 7 is a diagram illustrating an example of a table stored in the customer status storage unit. FIG. 8 is a diagram illustrating an example of a table stored in the promising customer information storage unit. FIG. 9 is a diagram illustrating an example of a table stored in the sales know-how rule storage unit. FIG. 10 is a diagram illustrating an example of a table stored in the sales know-how rule storage unit. FIG. 11 is a diagram for explaining a display example of customer activities. FIG. 12 is a diagram illustrating the distribution of customer status. FIG. 13 is a diagram for explaining a business activity for shifting to the next phase. FIG. 14 is a flowchart illustrating an example of a flow of sales activity support processing in the sales activity support apparatus according to the first embodiment. FIG. 15 is a block diagram illustrating a configuration example of a sales activity support apparatus according to the second embodiment. FIG. 16 is a diagram illustrating an example of a table stored in the company profile storage unit. FIG. 17 is a diagram illustrating the customer status. FIG. 18 is a flowchart illustrating an example of the flow of a sales activity support process in the sales activity support apparatus according to the second embodiment. FIG. 19 is a diagram illustrating a computer that executes a sales activity support program.

  Hereinafter, embodiments of a sales activity support device, a sales activity support method, and a sales activity support program according to the present application will be described in detail with reference to the drawings. It should be noted that the sales activity support device, the sales activity support method, and the sales activity support program according to the present application are not limited by this embodiment.

(First embodiment)
FIG. 1 is a diagram for explaining the outline of the business activity support apparatus according to the first embodiment. The sales activity support apparatus 10 according to the first embodiment acquires information on activity reports obtained from the sales activities of the sales representative 20 and collects information on the activities of the customers 30. Further, the sales activity support device 10 outputs a sales activity instruction and information about the customer 30 as output data for the sales representative 20 to refer to.

  The sales representative 20 refers to the sales activity instruction output from the sales activity support device 10 and information related to the customer 30, and conducts the sales activity on the customer 30. Each time the sales representative 20 performs a sales activity, the sales representative 20 inputs information obtained by performing the sales activity to the sales activity support apparatus 10 as an activity report.

  In the sales activity support apparatus 10 according to the first embodiment, in order to support the sales representative 20 who performs a series of sales activities, information related to activity reports obtained by sales activities and information related to activities of customers 30 are included. Based on this, it is determined in which phase the customer 30 is located among a plurality of phases set in advance as processes that shift in stages in a series of sales activities. Then, the sales activity support apparatus 10 outputs a sales activity to be performed in the current phase and is to be shifted to the next phase.

  Here, as a salesperson 20 supported by the sales activity support device 10, sales activities are performed mainly by visiting the customer 30 by inside sales, which are mainly conducted by non-visit means such as telephone or DM (Direct Mail). Suppose there is a field sales to do. In other words, the sales activity support device 10 is given the inside sales that conducts marketing activities by non-visit means such as telephone and DM, and the prospective customer case extracted by the marketing activities is passed to the customer 30 of the case. Support field sales that conduct business activities by visiting directly.

  For example, in the sales activity support device 10, various data such as Web page access status by the customer 30, seminar participation application list, email browsing status, questionnaires collected at exhibitions, business cards exchanged in the past by field sales, etc. By integrating, excluding non-business customers from these information, the prospective customers 30 are narrowed down. Then, the sales activity support apparatus 10 performs e-mail magazines, webs, seminars, etc. on the prospective customers 30, further narrows down the customers 30 who are likely to have a need based on their reaction and company attributes, etc. The customers 30 whose needs have been confirmed are extracted as promising customers. The case extracted as a promising customer is a case created by marketing activities, and such case is hereinafter referred to as “MGL (Marketing Generated Lead)”.

  As described above, the sales activity support device 10 supports the activities of inside sales and field sales. The sales activity support device 10 supports both inside sales and field sales, but in the present embodiment, it mainly supports inside sales.

  Here, a basic process of sales activities will be described with reference to FIG. FIG. 2 is a diagram for explaining a basic process of sales activities. In the sales activity support apparatus 10 according to the first embodiment, the basic process of sales activities is divided into a plurality of phases, the status of each phase and the sales activities necessary for the phase transition are clarified, and systematized and standardized. , Improve the productivity of sales activities as a company.

  As shown in FIG. 2, the phases of sales activities include “guidance”, “detection of interest / interest”, “detection of needs”, “extraction of promising customers”, “emergence of needs (1), (2) ”,“ Confirmation by sales ”and“ suggestion by sales ”.

  Below, the state of each phase is demonstrated. The “guidance” phase is an initial phase and is a phase at which it has not been confirmed whether the customer 30 is interested or interested. The phase of “detection of interest / interest” is a state in which one or more permissions are available from the customer 30 among mail, telephone and DM transmission, and is a stage of detecting the interest of the customer 30 and the presence / absence of interest. . In the “needs detection” phase, the customer 30 has confirmed that he / she is interested in a specific category by web, email, phone call, seminar application, questionnaire, etc., and there is a high possibility that there is a need. This is the stage of detecting whether or not.

  The three phases of “guidance”, “detection of interest / interest”, and “detection of needs” are stages of “opportunity search” in which prospective customers 30 are narrowed down by excluding customers who are not sales targets through marketing activities. . At this stage, the degree of interest of the customer 30 is confirmed by sending a targeting mail according to the interest and guidance to the site by e-mail magazines, etc. Identify interests and interests.

  Subsequently, the phase of “extracting promising customers” is a state in which it is estimated that there is a high possibility that the customer 30 has a need. This is the stage of direct confirmation. The phase of “Clarification of Needs (1)” is a state in which the customer 30 has confirmed that there is a need, and the inside sales or field sales are hearing the specific contents of the needs, the timing of introduction and the scale of the negotiations. It is. The phase of “Clarification of Needs (2)” is a state in which the specific contents of needs, the time of introduction, and the scale of negotiations can be heard, and the time before introduction is over a certain period. In this stage, the customer 30 is regularly contacted to maintain the relationship.

  The phase of “Extracting Promising Customers” and “Clarification of Needs (1), (2)” is a phase of “Creating Projects” that makes contact with promising customers, confirms needs, and reveals the details of needs. It is a stage. At this stage, inside sales will clarify the needs and introduction timing mainly through seminars and emails. Note that field sales may also be performed from this stage.

  Next, the “confirmation by sales” phase is a state in which the sales declares that it deals with the matter. The “sales proposal” phase is a state in which business negotiations are registered in a specific system or device that manages sales. The “sales confirmation” and “sales proposal” phases are the stages in which field sales make proposals and closing activities for specific products and services by means of direct contact such as visiting customers 30 It is.

  The sales activity support apparatus 10 according to the first embodiment determines which phase of the customer 30 is located in such a phase, and outputs information for shifting to the next phase. Support sales activities.

[Configuration of sales activity support device]
Next, the configuration of the business activity support apparatus 10 shown in FIG. 1 will be described with reference to FIG. FIG. 3 is a block diagram illustrating a configuration example of the business activity support apparatus according to the first embodiment. As illustrated in FIG. 3, the business activity support apparatus 10 includes a communication processing unit 11, an input unit 12, an output unit 13, a control unit 14, and a storage unit 15. Hereinafter, processing of each unit included in the sales activity support device 10 will be described.

  The communication processing unit 11 controls communication regarding various information exchanged with various connected terminals. For example, the communication processing unit 11 receives log information indicating the behavior of the customer 30 such as a web browsing history from the terminal of the customer 30. Further, for example, the communication processing unit 11 sends DM, mail magazine, mail, or the like to the terminal of the customer 30 according to the needs of the customer 30.

  The input unit 12 is an input device such as a keyboard or a mouse, and accepts various information input operations from the sales representative 20 or the like. The output unit 13 is an output device such as a display, and outputs various information.

  The storage unit 15 stores data and programs necessary for various processes performed by the control unit 14, and particularly those closely related to the present invention include a customer information storage unit 15a, a sales history information storage unit 15b, , A customer status storage unit 15c, a promising customer information storage unit 15d, and a sales know-how rule storage unit 15e. For example, the storage unit 15 is a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk.

  The customer information storage unit 15a stores customer information regarding the customer 30 input by the sales representative 20 or the like. For example, as illustrated in FIG. 4, the customer information storage unit 15 a includes a “customer ID” that uniquely identifies the customer 30, a “registration date” that indicates a registered date, a “name” of the customer 30, a customer 30 stores the “company name”, the “department name” to which the customer 30 belongs, the “title” of the customer 30, the “phone number” that is the contact information of the customer 30, and the “working address” of the customer 30. FIG. 4 is a diagram illustrating an example of a table stored in the customer information storage unit. The data illustrated in FIG. 4 is an example, and various information such as the age, sex, and mail address of the customer 30 may be stored in addition to the data illustrated in FIG.

  Further, as the timing at which information is registered in the customer information storage unit 15a, for example, when the sales representative 20 of the field sales receives a business card from the customer 30, the data manager or the sales representative 20 based on the received business card. Registers customer information via the input unit 12. When the sales representative 20 receives a new business card from the customer 30 or knows that the department or position has changed, the customer information is updated via the input unit 12 each time. To do.

  The sales history information storage unit 15b is information acquired by the acquisition unit 14a, which will be described later, and stores sales history information related to activity reports on sales activities performed by the sales representative 20. For example, as illustrated in FIG. 5, the sales history information storage unit 15 b indicates the “date” when the sales activity was performed, the “activity content” indicating the content of the sales activity, and the name of the person in charge who performed the sales activity. The “sales person in charge” and the “activity report” indicating the specific contents of the sales activity and the reaction of the customer 30 are stored. FIG. 5 is a diagram illustrating an example of a table stored in the sales history information storage unit.

  Further, as the timing at which the information is registered in the sales history information storage unit 15b, for example, every time the sales person 20 performs a sales activity, the data manager or the sales person 20 uses the input unit 12 to enter the sales history information. Shall be registered.

  The customer status storage unit 15c stores information on the activity of the customer 30 collected by the collection unit 14b described later. Here, an example of the table stored in the customer status storage unit will be described with reference to the examples of FIGS. 6 and 7. 6 and 7 are diagrams illustrating examples of tables stored in the customer status storage unit 15c.

  For example, as illustrated in FIG. 6, the customer status storage unit 15 c includes a “date” indicating the date when the activity was performed and a “number of activities” indicating the total number of times that the specific activity was performed during the day. Is memorized. In addition, the customer status storage unit 15c includes “email transmission count”, “email open count”, “email click count”, and “web page visit count” as the number of specific activities performed by the customer 30. , “Form submission count” and “External activity” are stored. Further, the customer status storage unit 15c stores an “access URL” accessed by the customer 30.

  Further, for example, as illustrated in FIG. 7, the customer status storage unit 15 c displays “customer ID”, “status” indicating the status of the customer 30, and “phase” indicating which phase the customer 30 is currently located in. Is stored in association with each other. Here, the “status” is a status that is set according to the evaluation of the activity of the customer 30 and the evaluation of the company where the customer 30 works. The “phase” is a phase in which the customer 30 determined by the determination unit 14c described later is currently located. In addition to the information illustrated in FIGS. 6 and 7, the customer status storage unit 15 c has information indicating whether permission for e-mail, telephone, and DM transmission has been confirmed, and whether or not there is a need. It is assumed that information indicating such information, contents of needs, introduction time, business negotiation scale, and the like are stored.

  The promising customer information storage unit 15d stores information about the customer 30 extracted as a promising customer. For example, as illustrated in FIG. 8, the promising customer information storage unit 15 d has a “customer ID” that uniquely identifies the customer 30, a “mail address” of the customer 30, and the customer 30 is interested. “Category” which is a category, “Status” indicating the status of the customer 30, “Registration date” indicating the date registered in the promising customer information storage unit 15d, and “Common customer number” uniquely identifying the company The “company name”, which is the name of the company where the customer 30 works, will be described in association with each other. FIG. 8 is a diagram illustrating an example of a table stored in the promising customer information storage unit.

  The sales know-how rule storage unit 15e stores a sales activity for shifting to the next phase in association with each phase, and stores a shift condition for shifting to the phase of the transfer destination. Specifically, the sales know-how rule storage unit 15e stores sales activities to be executed in association with each phase in order to shift from one phase to the next. Further, the sales know-how rule storage unit 15e stores a condition for shifting from one phase to the next phase in association with each phase. Here, an example of a table stored in the sales know-how rule storage unit 15e will be described with reference to the examples of FIGS. 9 and 10 are diagrams illustrating examples of tables stored in the sales know-how rule storage unit.

  For example, as illustrated in FIG. 9, the sales know-how rule storage unit 15 e stores “phase” and “sales activity” to be executed in order to shift to the next phase in association with each other. Further, as illustrated in FIG. 10, the sales know-how rule storage unit 15 e stores “transfer destination phase” and “transfer condition” for transferring to the transfer destination phase in association with each other.

  The control unit 14 has an internal memory for storing a program that defines various processing procedures and the necessary data, and performs various processes by using these programs. Particularly, as closely related to the present invention, It has the acquisition part 14a, the collection part 14b, the determination part 14c, the selection part 14d, and the control part 14e. Here, the control unit 14 is an electronic circuit such as a CPU (Central Processing Unit) or an MPU (Micro Processing Unit), or an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

  The acquisition unit 14a acquires information related to an activity report of sales activities. For example, when the sales history information related to the activity report of the sales activity performed by the sales person 20 is input via the input unit 12, the acquisition unit 14a acquires the sales history information and stores it in the sales history information storage unit 15b. sign up.

  The collection unit 14b collects information related to the activity of the customer 30. The collection unit 14b also counts the number of activities, which is the number of times that the customer 30 has performed a specific activity, from information related to the activity of the customer 30.

  For example, the collection unit 14b collects Web browsing history, mail opening, participation status of seminars and exhibitions, questionnaire information, and the like from the terminal of the customer 30. Then, the collection unit 14b includes, as specific activities, “email transmission count”, “email open count”, “email click count”, “web page visit count”, “form submission count”, and “external submission count”. "Activities" are totaled and registered in the customer status storage unit 15c. Then, the collection unit 14b aggregates the “number of activities” indicating the total number of times that the specific activity has been performed in one day in association with the day on which the activity is executed, and registers it in the customer status storage unit 15c. .

  The customer status information registered in the customer status storage unit 15c by the collection unit 14b can be displayed on the output unit 13 in response to a request from the input unit 12. Here, a display example of customer activity will be described using the example of FIG. FIG. 11 is a diagram for explaining a display example of customer activities.

  As illustrated in FIG. 11, a bar graph is displayed at the top of the screen as “activity” so that the total and breakdown of each activity for each date can be understood. In the lower left part of the screen, as the “latest activity”, the URL of the viewed web page and the time of access are displayed. In addition, as “activity details”, a value obtained by accumulating the number of times each activity is performed is displayed. By displaying such a screen, the salesperson 20 can grasp the behavior of the customer 30 and efficiently utilize the customer's own behavior in sales activities.

  The determination unit 14c is a plurality of processes set in advance as a plurality of processes that shift in stages in a series of sales activities based on the information on the activity report acquired by the acquisition unit 14a and the information on the activity collected by the collection unit 14b. It is determined in which phase the customer 30 is located.

  Further, the determination unit 14c determines the status of each customer 30 based on the evaluation on the activity of the customer 30 and the evaluation on the company of the customer 30, and determines the phase in which the customer 30 is located based on the status. The determination unit 14c registers the status of each customer 30 in the customer status storage unit 15c. For example, the determination unit 14c sets “1”, “2”, “3”, or “4” as the evaluation value according to the evaluation of the customer activity. Here, “1”, “2”, “3”, and “4” are set in stages in descending order of evaluation of customer activity. That is, “1” indicates that the evaluation for the activity is the highest, and “4” indicates that the evaluation for the activity is the lowest.

  In addition, the determination unit 14c specifies whether the evaluation set in advance for the company of the customer 30 is “A”, “B”, “C”, or “D”. Here, it is assumed that “A”, “B”, “C”, and “D” are set step by step in descending order of evaluation by the company. That is, “A” indicates that the evaluation of the company is the highest, and “D” indicates that the evaluation is the lowest.

  For example, when the evaluation value based on the customer activity is “1” and the evaluation of the company is “A”, the determination unit 14c sets “A1” as the status and registers it in the customer status storage unit 15c. To do.

  Further, for example, when the determination unit 14c determines which phase the customer 30 is in for a customer 30 that has not been determined in which phase, the determination unit 14c sets the status of the determination target customer 30 as the customer status. Obtained from the storage unit 15c. Then, the determination unit 14c proceeds to the “prospect customer extraction” phase in the case of any one of “A1”, “B1”, “C1”, “A2”, “B2”, and “C2”. It is determined that it is located.

  In addition, when the status of the customer 30 is “A3”, “B3”, “C3”, and “D3”, the determination unit 14c determines “needs detection”. The determination unit 14c has at least one permission among mail, telephone, and DM transmission, but “A1”, “B1”, “C1”, “A2”, “B2”, “C2”, “ If it is not one of “A3”, “B3”, “C3” and “D3”, it is determined that it is in the phase of “detection of interest / interest”. Note that if none of the mail, telephone, and DM transmission has permission, it is determined that it is in the “guidance” phase.

  In addition, for example, the determination unit 14c refers to the transition condition stored in the sales know-how rule storage unit 15e for the customer 30 for which the current phase is determined, and determines the transition condition for shifting to the next phase. It is determined periodically whether or not it is satisfied, and when the transition condition is satisfied, it is determined that the phase is shifted to the transition destination phase.

  As illustrated in FIG. 10, for example, when the current phase is “guidance” and one or more permission among mail, telephone, and DM transmission is obtained, the determination unit 14 c displays “interest / interest”. It is determined that the process proceeds to the “detection” phase. In addition, the determination unit 14c, when the current phase is the “interest / interest detection” phase and the status of the customer 30 is “A3”, “B3”, “C3”, and “D3”, It is determined to shift to the “needs detection” phase.

  Further, in the determination unit 14c, the current phase is a phase of “detection of interest / interest” or “detection of needs”, and the status of the customer 30 is “A1”, “B1”, “C1”, “A2”. , “B2” and “C2”, it is determined that the process proceeds to the “prospective customer extraction” phase. Further, the determination unit 14c returns to the “detection of interest / interest” phase when it is found that there is no need in the “needs detection” phase. Note that a case that has shifted to the phase of “extracting promising customers” corresponds to the above-mentioned “MGL”.

  Here, the distribution of the customer status will be described with reference to FIG. FIG. 12 is a diagram illustrating the distribution of customer status. In the example of FIG. 12, the number of customers in each status is shown. As illustrated in FIG. 12, the total number of customers is “562260”. That is, it means that there are “652,260” customers who have at least one permission among mail, telephone, and DM transmission and are stored in the customer status storage unit 15c.

  Among these, for example, the total number of customers whose evaluation value based on the customer activity is “1” is “430”, the total number of customers whose evaluation value is “2” is “2430”, and the evaluation value is “ The total number of customers of “3” is “6400”, and the total number of customers of “4” is “643000”.

  Also, for example, the total number of customers with a corporate evaluation of “A” is “10450”, the total number of customers with a corporate evaluation of “B” is “18930”, and the evaluation of the company is “C”. The total number of customers is “15850”, and the total number of customers whose corporate evaluation is “D” is “607030”.

  Further, for example, the number of customers whose status is “A1” is “50”, the number of customers whose status is “B1” is “150”, the number of customers whose status is “C1” is “200”, and the status The customer number of “A2” is “100”, the customer number of the status “B2” is “180”, and the customer number of the status “C2” is “150”. A total of “830” customers with this status “A1”, “B1”, “C1”, “A2”, “B2”, and “C2” are located in the phase after the phase “needs detection” Be a customer. In addition, the total number of customers “6400” whose evaluation value based on the customer activity is “3” is a customer who is positioned in the phase “detection of interest / interest”.

  In other words, it means that the customer who is in the phase of “detection of interest / interest” is moving to the phase after “detection of needs” while narrowing down the prospective customers through marketing activities.

  In addition, when the current phase is the “promising customer extraction” phase and the customer 30 has confirmed that there is a need, the determination unit 14c enters the “needs to reveal needs (1)” phase. Determine to migrate. In addition, the determination unit 14c determines that the current phase is the “necessification of needs (1)” phase, the customer 30 needs, the introduction time, and the negotiation size have been interviewed, and the introduction time is within a predetermined period. In some cases, it is determined that the process proceeds to the “confirmation by sales” phase, and when the customer 30 needs, introduction time, and negotiation scale have been interviewed and the introduction time is within a predetermined period, The phase shifts to the “Realization (2)” phase.

  In addition, the determination unit 14c determines that the process proceeds to the “confirmation by sales” phase when the current phase is the “necessification of needs (2)” phase and the introduction time is within a predetermined period. . The determination unit 14c determines that the process proceeds to the “sales proposal” phase when the negotiation is registered in a specific system or device that manages sales in the “confirmation by sales” phase. . Further, when the need disappears or the scale of the negotiation is small in the phases of “promising customer extraction” and “confirmation by sales”, the process returns to the “detection of interest / interest” phase. It should be noted that after the transition to “sales proposal”, sales activities will be conducted by field sales, and business negotiations will proceed.

  The selection unit 14d selects a business activity for shifting from the phase determined by the determination unit 14c to the next phase. Specifically, the selection unit 14d acquires a sales activity corresponding to the current phase of the customer 30 from the sales know-how rule storage unit 15e, and selects the acquired sales activity as a sales activity for shifting to the next phase. To the control unit 14e. For example, in the case where the current phase is “detection of interest / interest”, the selection unit 14d selects “guidance to the site by e-mail magazine”, “site” as the sales activity corresponding to the phase “detection of interest / interest” “Detection of article browsing history”, “detection of customer behavior”, etc. are selected.

  The control unit 14e controls to output the business activity selected by the selection unit 14d. For example, the control unit 14e displays a screen for instructing business activities by the selection unit 14d via the output unit 13. Further, the control unit 14e may control to automatically execute the sales activity instead of displaying the screen for instructing the sales activity, or may automatically display the screen for instructing the sales activity. You may control to perform a sales activity.

  To explain with a specific example, the control unit 14e displays, on the screen, an instruction to conduct a business activity by telephone for the customer 30 who has permission for telephone contact. In addition, for the customer 30 who has permission to contact by e-mail, the control unit 14e displays a screen including an instruction to send an e-mail together with personal information such as a destination e-mail address and a category in which the customer 30 is interested / interested. indicate.

  In addition, the control unit 14e sends DM or targeting mail using a fixed sentence set in advance according to the category in which the customer 30 is interested or interested, personal information such as the mail address of the customer 30, and the like. By outputting an execution instruction to a predetermined program, it is controlled to automatically execute a sales activity.

  Here, with reference to FIG. 13, a business activity for shifting to the next phase will be described. FIG. 13 is a diagram for explaining a business activity for shifting to the next phase. As illustrated in FIG. 13, the control unit 14 e performs “business guidance to a site by e-mail magazine”, “site article browsing” as a business activity for shifting from the phase “detection of interest / interest” to “detection of needs”. A predetermined program or sales representative 20 is instructed to execute “history detection” and “customer behavior detection”.

  In addition, the control unit 14e performs “targeting email according to interest”, “detection of interest level based on article browsing history”, “seminar” as sales activities for shifting from “detection of needs” to “extraction of promising customers”. A predetermined program or sales representative 20 is instructed to execute “guide, implementation”.

  In addition, the control unit 14e instructs the sales person 20 to execute “confirmation of needs” as a sales activity for shifting from the phase “extracting promising customers” to “emergence of needs (1)”. . In addition, the control unit 14e performs “clarification of the need introduction period through seminars / emails” and “expansion of business negotiations” as sales activities for shifting from the phase of “emergence of needs (1)” to “confirmation by sales”. The sales representative 20 is instructed to execute it. In addition, the control unit 14e instructs the sales representative 20 to execute “maintain relation by regular contact” as a sales activity for shifting from the phase “emergence of needs (2)” to “confirmation by sales”. To do.

[Processing procedure of sales activity support device]
Next, an example of a processing procedure performed by the business activity support apparatus 10 according to the first embodiment will be described with reference to FIG. FIG. 14 is a flowchart illustrating an example of a flow of sales activity support processing in the sales activity support apparatus according to the first embodiment. In the example of FIG. 14 below, for a customer 30 that has not been determined in which phase, it is determined whether the customer 30 is in which phase and then whether or not the condition for shifting to the next phase is satisfied. A description will be given of an example of a process that makes a regular determination and shifts to the next phase whenever the shift condition is satisfied.

  As illustrated in FIG. 14, the acquisition unit 14a of the sales activity support apparatus 10 acquires information related to the activity report of the sales activity (Step S101). For example, when the sales history information related to the activity report of the sales activity performed by the sales person 20 is input via the input unit 12, the acquisition unit 14a acquires the sales history information and stores it in the sales history information storage unit 15b. sign up.

  Further, the collection unit 14b collects information regarding the activity of the customer 30 (step S102). For example, the collection unit 14b periodically collects web browsing history, email opening, participation status of seminars and exhibitions, questionnaire information, and the like from the terminal of the customer 30.

  The determination unit 14c is a plurality of processes set in advance as a plurality of processes that shift in stages in a series of sales activities based on the information on the activity report acquired by the acquisition unit 14a and the information on the activity collected by the collection unit 14b. It is determined in which phase the customer 30 is located (step S103).

  For example, when the determination unit 14c determines which phase the customer 30 is in for a customer 30 that has not been determined in which phase, the determination unit 14c displays the status of the determination target customer 30 in the customer status storage unit. Obtained from 15c. Then, the determination unit 14c proceeds to the “prospect customer extraction” phase in the case of any one of “A1”, “B1”, “C1”, “A2”, “B2”, and “C2”. It is determined that it is located. In addition, when the status of the customer 30 is “A3”, “B3”, “C3”, and “D3”, the determination unit 14c determines “needs detection”. The determination unit 14c has at least one permission among mail, telephone, and DM transmission, but “A1”, “B1”, “C1”, “A2”, “B2”, “C2”, “ If none of “A3”, “B3”, “C3”, and “D3”, it is determined that it is in the “interest / interest detection” phase. Note that if none of the mail, telephone, and DM transmission has permission, it is determined that it is in the “guidance” phase.

  And the selection part 14d selects the sales activity for shifting to the next phase from the phase determined by the determination part 14c (step S104). Specifically, the selection unit 14d reads the sales activity corresponding to the current phase of the customer 30 from the sales know-how rule storage unit 15e. Subsequently, the control unit 14e outputs the sales activity selected by the selection unit 14d (step S105). For example, the control unit 14e displays a screen for instructing a business activity by the selection unit 14d via the output unit 13.

  Thereafter, the determination unit 14c refers to the transition condition stored in the sales know-how rule storage unit 15e and periodically determines whether the condition for shifting to the next phase is satisfied (step S106). When determining that the condition for shifting to the next phase is not satisfied (No at Step S106), the determining unit 14c repeats the process at Step S106. If the determination unit 14c determines that the condition for shifting to the next phase is satisfied (Yes in step S106), the determination unit 14c shifts to the next phase (step S107).

  And the selection part 14d selects the sales activity for moving to the next phase further (step S108). Subsequently, the control unit 14e controls to output the business activity selected by the selection unit 14d (step S109).

  Here, the determination unit 14c determines whether or not the process has shifted to the last phase (step S110). For example, in the example of FIG. 13, the determination unit 14 c determines whether or not the last phase has shifted to the “suggestion by sales” phase. As a result, when it is determined that the determination unit 14c has not shifted to the last phase (No at Step S110), the process returns to Step S106. If the determination unit 14c determines that the final phase has been entered (Yes at step S110), the process ends.

(Effects of the first embodiment)
The sales activity support apparatus 10 according to the first embodiment acquires information related to the activity report of the sales activity and collects information related to the activity of the customer 30. The sales activity support apparatus 10 includes, among a plurality of phases set in advance as a plurality of processes that shift in stages in a series of sales activities, based on the acquired information on activity reports and information on collected activities. It is determined in which phase 30 is located. Then, the sales activity support device 10 selects a sales activity for shifting from the determined phase to the next phase, and controls to output the selected sales activity. For this reason, in the sales activity support apparatus 10 according to the first embodiment, it is possible to approach the customer 30 at an appropriate timing, and it is possible to easily perform efficient sales activities without waste.

  In other words, it is divided into a plurality of phases of a series of sales activities, it is determined which phase each customer 30 is located in, and the state of each phase and the contents of the sales activities necessary for the phase transition are clarified. As a result, the sales person 20 can grasp the customer's condition and the action to be taken at present, so that the sales person 20 is properly supported without relying solely on the experience and intuition of the sales person 20, and the sales activities as a company are carried out. Can be done efficiently. In addition, as the phase shifts, the number of prospective customers 30 is narrowed down, so it is difficult for the sales person 20 who has little experience to spend a lot of operations on the prospective customers. Can be done efficiently.

(Second Embodiment)
In the first embodiment described above, a case has been described in which all the customers 30 who have been confirmed as having needs in the phase of extracting promising customers are extracted as promising customers, but the present invention is not limited to this. For example, in the phase of extracting promising customers, out of the customers 30 that have been confirmed as having needs, only the customers 30 that satisfy a predetermined condition may be extracted as promising customers.

  Therefore, in the following, the sales activity support device 10A according to the second embodiment confirms that there is a need based on the evaluation of the activity of the customer 30 and the objective evaluation of the company of the customer 30 in the phase of extracting promising customers. A description will be given of a case where only the customers 30 that satisfy the predetermined condition among the customers 30 who have been removed are extracted as promising customers. In addition, description is abbreviate | omitted about the structure and process similar to the sales activity support apparatus 10 which concerns on 1st Embodiment.

  First, the business activity support device 10A according to the second embodiment will be described with reference to FIG. FIG. 15 is a block diagram illustrating a configuration example of a sales activity support apparatus according to the second embodiment. As illustrated in FIG. 15, the sales activity support device 10 </ b> A according to the second embodiment has an extraction unit 14 f, a company profile storage, as compared with the sales activity support device 10 according to the first embodiment illustrated in FIG. 3. The point which has the part 15f and the customer model memory | storage part 15g differs.

  The company profile storage unit 15f stores information related to objective evaluation of companies. For example, as illustrated in FIG. 16, a “common customer ID” that uniquely identifies a company, a “company name” that is the name of the company, and the latest evaluation set based on the sales and future potential of the company. The value “latest score” is stored. FIG. 16 is a diagram illustrating an example of a table stored in the company profile storage unit.

  The customer model storage unit 15g stores conditions for extracting promising customers. For example, as illustrated in FIG. 17, the customer model storage unit 15 g is a two-dimensional graph represented by “evaluation of customer activity” indicating the activity of the customer 30 and “company profile” indicating the evaluation of the company. In the above, data defining in which area the customer 30 is set as a promising customer is stored. In other words, a case where the evaluation of customer activity in the customer status is higher than a certain level and the latest score in the company profile is higher than a certain level is determined as a case where the evaluation of the activity of the person in charge (customer) is high in a developing company. Stores definition data that can be specified. As a simple example, the customer model storage unit 15g may store threshold values for “customer status” and “latest score”, for example. It should be noted that importance may be set for each area, such as semi-promising customers, instead of setting only promising customers. FIG. 17 is a diagram illustrating the customer status.

  When the phase determined by the determination unit 14c is a specific phase at the stage of confirming that the customer 30 has a need, the extraction unit 14f performs the evaluation on the activity of the customer 30 and the evaluation of the company of the customer 30. Based on the customer 30 that has been confirmed that there is a need, only those satisfying a predetermined condition are extracted as promising customers. Here, for the evaluation of the activity of the customer 30, for example, a numerical value or the like may be set according to the number of activities of the customer 30, or an arbitrary numerical value or the like may be set by actually confirming with the customer 30. May be. In addition, the evaluation of the company of the customer 30 uses the latest score stored in the company profile storage unit 15f.

  For example, the extraction unit 14f refers to the customer model stored in the customer model storage unit 15g and refers to the activity of the customer 30 when the phase determined by the determination unit 14c is the phase of “probable customer extraction”. It is determined whether the evaluation of is higher than a certain level and the latest score in the company profile is larger than a certain level. As a result, the extraction unit 14f extracts a customer (case) whose customer activity evaluation is higher than a certain level and whose latest score in the company profile is larger than a certain level as a high priority item.

  In addition, after extracting the case with high priority, the extraction unit 14f may output a screen for instructing the inside sales to preferentially process the case with high priority through the output unit 13. Alternatively, it is possible to allow only a case with high priority to shift to a phase after the manifestation of needs (1), and return other cases to the “detection of interest / interest” phase.

  Next, an example of a processing procedure performed by the business activity support device 10A according to the second embodiment will be described with reference to FIG. FIG. 18 is a flowchart illustrating an example of the flow of a sales activity support process in the sales activity support apparatus according to the second embodiment.

  As illustrated in FIG. 18, the acquisition unit 14a of the sales activity support device 10A acquires information related to a business activity activity report (step S201). Further, the collection unit 14b collects information regarding the activity of the customer 30 (step S202).

  The determination unit 14c is set in advance as a plurality of processes that shift in stages in a series of sales activities based on the information on the activity report acquired by the acquisition unit 14a and the information on the activity collected by the collection unit 14b. Among the plurality of phases, it is determined in which phase the customer 30 is located (step S203).

  Then, the extraction unit 14f determines whether the phase determined by the determination unit 14c is a phase of “extracting promising customers” (step S204). As a result, if the extraction unit 14f determines that the phase determined by the determination unit 14c is not the phase of “prospective customer extraction” (No at step S204), the extraction unit 14f proceeds to step S206. In addition, when the extraction unit 14f determines that the phase determined by the determination unit 14c is the phase of “probable customer extraction” (Yes in step S204), the extraction unit 14f evaluates the activity of the customer 30 and the company of the customer 30 Based on these evaluations, out of the customers 30 who have been confirmed as having needs, the customers 30 that satisfy the predetermined conditions are extracted as promising customers with high priority (step S205).

  For example, the extraction unit 14f refers to the customer model stored in the customer model storage unit 15g and refers to the activity of the customer 30 when the phase determined by the determination unit 14c is the phase of “probable customer extraction”. It is determined whether the evaluation of is higher than a certain level and the latest score in the company profile is larger than a certain level. As a result, the extraction unit 14f extracts a customer (project) whose activity evaluation of the customer 30 is higher than a certain level and whose latest score in the company profile is larger than a certain level as a high priority item.

  Subsequently, the selection unit 14d selects a business activity for shifting from the phase determined by the determination unit 14c to the next phase (step S206). Then, the control unit 14e outputs the sales activity selected by the selection unit 14d (Step S207).

  Thereafter, the determination unit 14c refers to the transition condition stored in the sales know-how rule storage unit 15e and periodically determines whether or not the condition for shifting to the next phase is satisfied (step S208). If the determination unit 14c determines that the condition for shifting to the next phase is not satisfied (No at Step S208), the process of Step S208 is repeated. Further, when the determination unit 14c determines that the condition for shifting to the next phase is satisfied (Yes in Step S208), the determination unit 14c shifts to the next phase (Step S209).

  Then, the extraction unit 14f determines whether the phase of the transfer destination determined by the determination unit 14c is the phase of “extraction of promising customers” (Step S210). As a result, if the extraction unit 14f determines that the phase of the transfer destination determined by the determination unit 14c is not the phase of “prospect customer extraction” (No at Step S210), the extraction unit 14f proceeds to Step S212. Further, when the extraction unit 14f determines that the phase of the transition destination determined by the determination unit 14c is the phase of “extraction of promising customers” (Yes in step S210), the extraction unit 14f evaluates the activity of the customer 30 and the customer Based on the evaluation of 30 companies, out of the customers 30 who have been confirmed as having needs, the customers 30 satisfying a predetermined condition are extracted as promising customers with high priority (step S211).

  And the selection part 14d selects the sales activity for shifting to the next phase further (step S212). Subsequently, the control unit 14e controls to output the business activity selected by the selection unit 14d (step S213).

  Here, the determination unit 14c determines whether or not the process has shifted to the last phase (step S214). As a result, when the determination unit 14c determines that the phase has not shifted to the last phase (No at Step S214), the process returns to Step S208. If the determination unit 14c determines that the final phase has been entered (Yes at step S214), the process ends.

(Effect of 2nd Embodiment)
In the business activity support device 10A according to the second embodiment, when the phase determined by the determination unit 14c is a specific phase at the stage of confirming that the customer 30 has a need, the activity for the customer 30 is Based on the evaluation and the evaluation of the company of the customer 30, only the customers who satisfy the predetermined condition are extracted as promising customers from the customers 30 who have been confirmed that there is a need. For this reason, the sales activity support apparatus 10A extracts promising customers from the customers 30 who have needs in consideration of the company's developmental potential, sales, etc., so that sales activities can be efficiently conducted for promising customers, such as aiming to expand business negotiations. Can be done. Further, in the sales activity support apparatus 10A, for example, when there are a large number of customers or when the sales staff 20 is insufficient, the sales activity support apparatus 10A does not perform sales activities for all the customers 30 who have a need, and has high priority. By prioritizing sales activities, efficient sales activities are possible.

(System configuration etc.)
Further, each component of each illustrated apparatus is functionally conceptual, and does not necessarily need to be physically configured as illustrated. In other words, the specific form of distribution / integration of each device is not limited to that shown in the figure, and all or a part thereof may be functionally or physically distributed or arbitrarily distributed in arbitrary units according to various loads or usage conditions. Can be integrated and configured. Further, all or any part of each processing function performed in each device may be realized by a CPU and a program analyzed and executed by the CPU, or may be realized as hardware by wired logic. Further, each processing function may be realized as distributed processing by cloud computing via a network.

  In addition, among the processes described in this embodiment, all or part of the processes described as being automatically performed can be manually performed, or the processes described as being manually performed All or a part of the above can be automatically performed by a known method. In addition, the processing procedure, control procedure, specific name, and information including various data and parameters shown in the above-described document and drawings can be arbitrarily changed unless otherwise specified.

(program)
It is also possible to create a program in which the processing executed by the sales activity support apparatus described in the above embodiment is described in a language that can be executed by a computer. For example, it is possible to create a sales activity support program in which the processing executed by the sales activity support device 10 according to the embodiment is described in a language that can be executed by a computer. In this case, when the computer executes the sales activity support program, it is possible to obtain the same effect as the above embodiment. Further, the sales activity support program is recorded on a computer-readable recording medium, and the sales activity support program recorded on the recording medium is read by the computer and executed, thereby realizing the same processing as in the above embodiment. May be.

  FIG. 19 is a diagram illustrating a computer 1000 that executes a sales activity support program. As illustrated in FIG. 19, the computer 1000 includes, for example, a memory 1010, a CPU 1020, a hard disk drive interface 1030, a disk drive interface 1040, a serial port interface 1050, a video adapter 1060, and a network interface 1070. These units are connected by a bus 1080.

  The memory 1010 includes a ROM (Read Only Memory) 1011 and a RAM 1012 as illustrated in FIG. The ROM 1011 stores a boot program such as BIOS (Basic Input Output System). The hard disk drive interface 1030 is connected to the hard disk drive 1090 as illustrated in FIG. The disk drive interface 1040 is connected to the disk drive 1100 as illustrated in FIG. For example, a removable storage medium such as a magnetic disk or an optical disk is inserted into the disk drive 1100. The serial port interface 1050 is connected to, for example, a mouse 1110 and a keyboard 1120 as illustrated in FIG. The video adapter 1060 is connected to a display 1130, for example, as illustrated in FIG.

  Here, as illustrated in FIG. 19, the hard disk drive 1090 stores, for example, an OS 1091, an application program 1092, a program module 1093, and program data 1094. That is, the sales activity support program is stored in, for example, the hard disk drive 1090 as a program module in which a command executed by the computer 1000 is described.

  In addition, various data described in the above embodiment is stored as program data in, for example, the memory 1010 or the hard disk drive 1090. Then, the CPU 1020 reads the program module 1093 and the program data 1094 stored in the memory 1010 and the hard disk drive 1090 to the RAM 1012 as necessary, and executes various processing procedures.

  The program module 1093 and the program data 1094 related to the sales activity support program are not limited to being stored in the hard disk drive 1090, but are stored in a removable storage medium, for example, and read out by the CPU 1020 via the disk drive or the like. May be. Alternatively, the program module 1093 and the program data 1094 related to the sales activity support program are stored in another computer connected via a network (LAN (Local Area Network), WAN (Wide Area Network), etc.), and the network interface 1070 is stored. It may be read by the CPU 1020 via

  The above embodiments and modifications thereof are included in the invention disclosed in the claims and equivalents thereof as well as included in the technology disclosed in the present application.

DESCRIPTION OF SYMBOLS 10, 10A Sales activity support apparatus 11 Communication processing part 12 Input part 13 Output part 14 Control part 14a Acquisition part 14b Collection part 14c Determination part 14d Selection part 14e Control part 14f Extraction part 15 Storage part 15a Customer information storage part 15b Sales history information Storage unit 15c Customer status storage unit 15d Promising customer information storage unit 15e Sales know-how rule storage unit 15f Company profile storage unit 15g Customer model storage unit 20 Sales representative 30 Customer

Claims (6)

An acquisition means for acquiring information on activity reports of sales activities;
A means of collecting information about customer activity,
Based on the information on the activity report acquired by the acquisition unit and the information on the activity collected by the collection unit, among a plurality of phases set in advance as a plurality of processes that shift in stages in a series of sales activities, Determining means for determining in which phase the customer is located;
A selection means for selecting a sales activity for shifting from the phase determined by the determination means to the next phase;
And a control means for controlling to output the sales activity selected by the selection means. In addition to storing sales activities for shifting to the next phase in association with each phase, the storage unit further includes a storage means for storing the transition conditions for shifting to the phase of the transfer destination,
The determination unit determines to shift to the phase of the transfer destination when the transfer condition stored in the storage unit is satisfied for the customer determined to be located in which phase;
The selection means acquires a sales activity corresponding to the phase determined by the determination means from the storage means, and selects the sales activity as a sales activity for shifting to the next phase. 1. The sales activity support device according to 1. The collection means totals the number of activities, which is the number of times the customer has performed a specific activity, from information related to the customer's activity,
When the customer is in a specific phase, the determination unit determines the status of the customer based on an evaluation of the activity aggregated by the collection unit and an evaluation of the customer's company, The business activity support device according to claim 1, wherein a phase in which the customer is located is determined based on a status.   If the phase determined by the determination means is a specific phase of confirming that the customer has a need, the needs are determined based on the evaluation of the customer's activity and the evaluation of the customer's company. 2. The sales activity support apparatus according to claim 1, further comprising an extracting unit that extracts only customers satisfying a predetermined condition as promising customers among customers confirmed to be present. A sales activity support method executed by a sales activity support device,
An acquisition process to acquire information on activity reports of sales activities;
A collection process that collects information about customer activity;
Based on the information on the activity report acquired by the acquisition step and the information on the activity collected by the collection step, among a plurality of phases set in advance as a plurality of processes to be shifted in stages in a series of sales activities, A determination step of determining in which phase the customer is located;
A selection step of selecting a sales activity for shifting from the phase determined by the determination step to the next phase;
And a control step of controlling to output the sales activity selected by the selection step. An acquisition step for acquiring information on an activity report of the sales activity;
A collection step to collect information about customer activity;
Based on the information on the activity report acquired by the acquisition step and the information on the activity collected by the collection step, out of a plurality of phases set in advance as a plurality of processes that shift in stages in a series of sales activities, A determination step for determining in which phase the customer is located;
A selection step of selecting a business activity for shifting from the phase determined by the determination step to the next phase;
A business activity support program that causes a computer to execute a control step of controlling to output the sales activity selected in the selection step.

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