JP2017091503A - New potential customer identification and marketing support system - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a new potential customer identification and marketing support system mounted with electronic information processing logic which support marketing of a company in a manner that identifies a new potential customer through: utilization of several types of information related to the marketing including an analysis result of a business trend of an existing customer, statistical data and map data and another information on lifestyles including living standards; and a collaboration with a map information system.SOLUTION: A new potential customer identification and marketing support system: reads a potential customer list 1 listing existing customers expected to be new customers of a new product or service, created on the basis of at least information of the existing customers, statistical data, and information related to marketing; adds lifestyle codes to respective existing customers in the potential customer list 1; creates a potential customer list 2 by adding building areas to respective existing customers in a manner that incorporates the potential customer list 1 with the lifestyle codes added thereto into a map information system; creates an existing-and-new potential customer list by extracting the potential existing customers who meet a condition 1 from the potential customer list 2; creates a new potential customer list by extracting the potential existing customers who meet a condition 2 from the existing-and-new potential customer list; and supports identification of new potential customers by referring to the new potential customer list.SELECTED DRAWING: Figure 5

Description

  The present invention uses business information such as statistical analysis and map information to analyze the trends of existing customers, and supports business activities such as companies by discovering prospects for new transactions. The present invention relates to a new prospecting and sales support system having electronic information processing logic.

  There are roughly two patterns for companies to conduct sales activities. One is “additional sales to existing customers”, and the other is “pioneering sales to new customers” that are not existing customers. In the case of “additional sales to existing business partners”, it is possible to analyze products with reference to transaction results and customer information (age, gender, etc.), and to suggest products and services by estimating needs. However, even for existing customers, the needs of customers who are not their main customers (customers whose use is stagnant, etc.) are difficult to assume because changes in transactions and information are not accumulated. is there.

  On the other hand, since there is no information on hand when doing “pioneering sales to new customers”, DM (Direct Mail), posting, guidance at the call center (CC), marketing contents (marketing tools), etc. Referring to the publicly available area information, there was no choice but to conduct inefficient sales such as roller sales and diving sales for unspecified number of people. In addition, there are many cases where the sales history of prospects who failed to acquire customers is not accumulated, and multiple sales representatives may make the same proposal to the same company, so there was also a complaint from the customer .

  There are many support systems for existing customers, but there has never been a sales support system aimed at finding new prospects, including new prospects and customers whose use is stagnant. .

JP 2011-096209 A JP 2007-310851 A JP 2004-118571 A

  The present invention has been made under the circumstances as described above, and the object of the present invention is to use information that analyzes trends of existing customers, information such as statistical data and map information, and lifestyles that include living levels. Another object of the present invention is to provide a new prospecting / sales support system having an electronic information processing logic that discovers prospects for new transactions in cooperation with a map information system and supports business activities of companies and the like.

  The present invention relates to a new prospecting and sales support system, and the above-mentioned object of the present invention is assumed to be a new transaction of an existing customer created based on at least information on existing customers, statistical data, and information related to sales. Reading the prospect list 1, giving a lifestyle code to each customer of the prospect list 1, and giving a building area by linking the prospect list 2 given the lifestyle code to the map information system, This is achieved by creating an existing / new prospect list extracted under condition 1 and creating a new prospect list extracted according to condition 2 from the existing / new prospect list.

  In addition, the above-mentioned object of the present invention is to read the prospect list 1 which is assumed to be a new transaction of an existing customer created based on at least information of existing customers, statistical information, and trend analysis, or to read data A lifestyle code granting unit that grants a lifestyle code to each customer of the prospective destination list 1, and a prospective destination list 2 that is given the lifestyle code with reference to the prospective destination list 1 A list creation unit, and the list creation unit is linked to a map information system, is given a building area for each customer, and is converted according to the condition 1 input from the condition input unit. The list creation unit creates a new prospect list obtained by extracting new customers from the existing / new prospect list under the condition 2 input from the condition input unit. It is achieved by.

  By utilizing the new prospect finding / sales support system according to the present invention, it is logically possible to find a new prospect, which has been difficult until now, and the business performance of the company is remarkably improved. Since the new prospective customer according to the present invention is an expected destination developed from the analysis logic of the existing customer, there is a merit that the probability of project creation is very high. In addition, since a new prospect can be visualized by using the map information system, it is possible to further increase the efficiency of sales activities. Thus, if it becomes possible to excavate a highly accurate prospect efficiently, the quality and quantity of sales support can be improved.

  Also, in the case of “pioneering sales to new customers”, excavation sales, which were previously performed by DM and posting for a large number of unspecified companies and individuals, are performed only for prospects that are logically extracted in the system of the present invention. Therefore, management of customer information becomes easier if the cost of sales activities is expected to be reduced and the response of the destination is managed. This customer information management can also reduce management man-hours.

  Furthermore, in the case of a company with a low local transaction share, it is possible to increase the number of new customers, and an increase in the local transaction share can be expected. For example, in the case of a company with a low share of local transactions, the number of customers can be expected to increase by opening new businesses and starting business. Therefore, by acquiring new customers using the system of the present invention, the share of transactions can be expected to increase. For companies with a high local market share, it is possible to discover customers with stagnant usage, so it is possible to increase the number of projects by promoting usage and to lock in the company as the main business partner. I can expect up. For example, when it becomes a main business partner, if it is a company having a plurality of its own products, other products can be proposed. If this happens, multiple products can be sold to a single customer, so profits can be expected to increase. When the local market share is expanding and becoming saturated, other prefectures and neighboring municipalities will be attacked. In other prefectures, however, information on regional characteristics is often unknown, It is difficult to secure new customers or find new business partners. However, by utilizing the system of the present invention, logical business support can be made based on various information such as statistical information and map information, so that the above problems can be solved.

  In addition, employees who have just joined the company do not know exactly where their prospects are due to lack of experience, but using the system of the present invention can discover new prospects and experience like new employees Even a shortage of employees will be able to improve the effectiveness of the sales force.

It is a schematic diagram for demonstrating the relationship between customer information management and sales. It is a schematic diagram which shows the role of this invention system in sales support. It is a block diagram which shows the example of a whole structure of this invention. It is a block diagram which shows the structural example of this invention. It is a schematic diagram which shows the flow of creation of the new prospect list | wrist in this invention. It is a flowchart which shows the example of whole operation | movement of this invention. It is a graph which shows an example of the relationship between a life level and a lifestyle code. It is a chart which shows the example of classification of a lifestyle code. It is a map which shows an example of the relationship between an address and a living level. It is a part of flowchart which shows the specific operation example of this invention system. It is a part of flowchart which shows the specific operation example of this invention system. It is a part of flowchart which shows the specific operation example of this invention system. It is a flowchart which shows an example of the conversion logic to the existing / new prospect list | wrist. It is the sequence and image figure which show an example of the screen image of this invention system. It is a flowchart which shows the specific operation example of approach management. It is a screen figure which shows an example of an input screen. It is a screen figure which shows an example of an input screen. It is a screen figure which shows an example of an input screen.

  In companies (regardless of profit or non-profit), it is essential to make a visit plan for other companies in order to carry out sales activities. In general, when planning a visit plan, analyze the information of existing customers who are currently dealing with the products and services that the existing customers will need (hereinafter simply referred to as “products”) at the required timing. It is possible to suggest. However, when making a new proposal to a non-business partner who has not made a transaction so far, there is no reference information at all, so it is generally unknown where the target prospective target exists. is there.

  Therefore, the present invention provides information analyzing trends of existing customers (for example, EBM (event-driven marketing) on the market) and information analyzed using analysis system tools (such as the age and gender of the person who purchased the product, etc. Information on trends such as product purchase history)), published statistical data such as national census and population estimates, and various business-related information such as map information that identifies addresses or locations Providing a new prospecting and sales support system that can be used in processing logic, discovering new business prospects with high accuracy, and supporting business operations efficiently and economically. With the goal.

  As shown in FIG. 1 (A), customer information management includes an initial proposal stage to a customer, followed by a project creation stage, and a closing stage, which is a sales result. The customer information is shown in FIG. 1 (B). As shown, registration of sales results (contracts), sales history, accuracy of contracts, next visit time (presence / absence of appointment), transaction information of other banks, inheritance information, target information, and the like can be considered. As shown in FIG. 1C, the new prospect destination finding / sales support system 100 according to the present invention creates information belonging to the initial proposal stage among these pieces of information as a new prospect destination list 16, and creates and deals with deals. The stage information is managed by an existing customer information system such as a CRM (Consumer Relationship Management) system. The information on the new prospect destination / sales support system 100 and the customer information registered in the CRM system 202 can be used in cooperation with each other, and the CRM system 202 can also be used to create the initial prospect new list 16. Can be used.

  FIG. 2 schematically shows a general role of the new prospecting excavation / sales support system 100 according to the present invention. The system 100 of the present invention is a computer system, and inputs data, etc. An input unit for reading, an arithmetic processing unit (CPU, MPU, etc.) for processing and processing data and information, a memory (RAM, ROM, etc.) for data processing and information storage, an output unit (display unit) for outputting data, etc. Etc. The necessary data is extracted from the customer database (DB) 10 in the existing CRM system 202, analyzed and analyzed, a prospect list 12 in the existing customer is created, and a new prospect discovery / sales support system 100 is created. The new prospective destination list 16 is created in cooperation with a map information system (GIS (Geographic Information System)) 250 by inputting predetermined conditions. Based on the new prospect list 16 that has been created, the sales department approaches new customers, and management information of the approach is managed by the new prospect discovery / sales support system 100. In approach management, CIF (Cost, Insurance and Freight), information linkage, etc. As a result of the approach, whether or not a target such as whether or not a contract with a new customer has been achieved, trend analysis, excavation condition change, etc. are performed, and feedback is made to the new prospecting and sales support system 100.

  FIG. 3 shows an example of the configuration of the new prospecting / excavation / sales support system 100 and the relationship between the external system, and the prospecting / excavation / sales support system 100 has information on the location based on the geographical location. Data (spatial data) is comprehensively managed and processed, and visually displayed on the display unit, enabling a high level of analysis and quick judgment, and the GIS 250, mortgage and pension destinations , An extraction processing unit 120 that extracts investment trusts and processes for list creation, a management unit 130 that cooperates with external devices and external systems in an approach to acquire new customers, and a database that manages information and data (DB) and 100A. The database 100A also stores information such as information on Kramer and anti-social forces managed by the company, information on where to visit and recommended non-visits. The map information system 250 includes a database 110A that stores data and information related to map information. In the example of FIG. 3, the map information system 250 is provided outside the system 100, but may be inside the system 100.

  The map information system 250 is interconnected to the extraction processing unit 120 and the management unit 130, and a place where the address or position information is not visualized can be specified as an unaffiliated by inputting a lifestyle code or the like, This contributes to the creation of a new prospect list 16. The extraction processing unit 120 is connected to an existing EBM system 201, CRM system 202, and other analysis system 203, and the management unit 130 further includes an external system for conducting sales activities with reference to the new prospect list 16. A DM 204, a posting 205, and a CC (Call Center) system 206 are connected.

  The EBM system 201 captures changes in customer behavior and uses a method for triggering marketing activities. The EBM system 201 captures changes in existing customers held by the CRM system 202 and requires existing customers. It has a function to notify the sales department at an appropriate time. The CC system 206 is a system for managing information on a call to a prospect at a call center, and the result (success, failure), contents, etc. of the call are registered. The same applies to DM 204 and posting 205.

  FIG. 4 shows a basic configuration of the present invention, which includes a CPU 151 (including an MPU, MCU, etc.) 150 that executes overall control and processing, a reading unit 151 that inputs and reads external data, and a life Stores a lifestyle code assigning unit 152 that assigns a lifestyle code including a level, a list creation unit that creates various lists, a condition input unit that inputs various conditions at the time of list creation, and data and information Database (DB) 100A to be connected to each other. In addition, a CRM 202, a map information system (GIS) 250, a conversion unit 155, an output unit 156, and a management unit 130 are connected to the CPU 150.

  FIG. 5 is a schematic diagram showing a flow of creating a new prospect list 16 in the present invention, and FIG. 6 is a flowchart showing an example of the entire operation of the present invention. An example of the operation of the present invention will be described with reference to FIGS.

  In the present invention, first, existing customer information (name (name), address (head office, branch, sales office, etc.), transaction product (service), age, telephone, stored in the customer database (DB) 10 in the CRM 202 is stored. Analyze / analyze data such as e-mail address and pension status (step S1), set conditions for each product of the existing customer of the customer (step S2), and create a prospect list 12 in the existing customer (Step S3). When a plurality of products are sold in-house, existing products are not always purchased by existing customers. The prospect list 12 among the existing customers is an existing customer who has not yet purchased a product among a plurality of existing customers, and a customer who is likely to purchase among the unsold products of the company is extracted. . Said step S1-S3 can be performed with the existing tool. In this way, by analyzing from the age and transaction information of the existing customer DB 10 using the EBM system 201 and marketing content, etc., the customers who are likely to purchase among their untraded products are extracted and output. .

  The prospect list 12 (or its data) in the existing customer obtained is read and inputted by the reader 151 of the new prospect excavation / sales support system 100 of the present invention, and the lifestyle code assigning section 152 provides the address information. Based on the lifestyle code including the life level, the list creation unit 153 creates the expected list 13 with lifestyle code (step S10). The customers in the prospective destination list 12 of the existing customers are further listed with reference to the destinations having the same tendency among the existing customers who have purchased the products. As shown in FIGS. 7 and 8, for example, the lifestyle codes including the living level are known, and the degree of urbanization is “country area”, “suburban area”, “city area”, “city center area”. Wealth is also determined for each “country area”, “suburban area”, “city area”, and “city center area”. For example, wealth in the “city center area” is classified into “trendy life”, “urban middle class”, and “downtown”. The lifestyle codes assigned to each category are listed as shown in FIG. 8, and the relationship of the life level to the customer's address is also defined by area information as shown in FIG. 9, for example. The lifestyle code can be assigned automatically.

The prospect list 13 to which such a lifestyle code is assigned cooperates with the map information system 250 storing information on the building area (total floor area) and the like in the column corresponding to the address of the prospect list 13. For example, a building area (total floor area) is added, and the list creation unit 153 creates a prospect list 14 with a building area (step S11). Thus, a building is specified by the map information system 250 from the address of the prospective destination list 13, and a building area (total floor area) is acquired and added. Then, enter the condition of the building area 1 (e.g. 100m ² ~110m ²⁾ from the condition input section 154 (step S12), the by converting at a conversion unit 155, a list creation unit 153, the non-trading and existing customers An existing / new prospect list 15 where new customers are mixed is created (step S13). By extracting a building having the same building area from buildings of the same lifestyle code, the extraction processing unit 120 can extract a building in which a person who has an equivalent lifestyle lives. .

  A new customer (person) living in the building extracted by the extraction processing unit 120 is likely to have the same living level as the customer list 14 of the existing customer, and therefore has the same needs as the customer list 14 of the existing customer. There is a high possibility of having. Therefore, the person who lives there is extracted as a new prospect list 15.

  Although existing customers are included in the existing / new prospect list 15, since existing customer information is grasped, by removing the customer from the address and name (condition 2 input) (step S 14) A new prospect list 16 in which only new customers are listed is created (step S15). As the condition 2, for example, “other than existing pension transaction” is input from the condition input unit 154. The above steps S10 to S15 are performed by the prospecting excavation / sales support system 100 of the present invention.

  When the new prospect list 16 is created as described above, the approach of the sales department is performed by the DM 204, the posting 205, the CC system 206, etc. via the management unit 130 (step S20), and the sales results are registered. And feed back (step S21).

  Hereinafter, specific operation examples of the present invention will be described with reference to the flowcharts of FIGS.

  Existing customer information (name, address, age, transaction products, etc.) is extracted from DB10 in CRM system 202 (DB of other systems is also possible), and analysis and analysis of existing customer information (for example, 65 years old and over and no bank pension) (Step S1). Then, by extracting the prospects that do not handle the pension (step S2), the prospect list 12 in the existing customers as shown in FIG. 10 is created (step S3). Other analysis conditions include the presence or absence of investment trusts and the deduction of utility charges.

  By importing the created prospect list 12 (or data) into the new prospect finding / sales support system 100, the lifestyle code as shown in FIG. The prospect list 13 to which the lifestyle code as shown in FIG. 11 is added is created (step S10). The prospect list 13 is linked with the map information system 250 and creates the prospect list 14 as shown in FIG. 11 to which the building area (total floor area) of the prospect is added (step S11).

After the prospect list 14 is created, for example, the condition code with the lifestyle code “12” and the building area “100 m ^{2 to} 110 m ² ” is input (step S 12) and converted, as shown in FIG. A prospective destination list 15 is created (step S13). The prospect list 15 includes new customers (Y, Z) as well as existing customers (A, D, X). Since existing customers (A, D, X) have information, the presence or absence of pensions can be known, but since new customers (Y, Z) have no information, the existence of pensions is unknown. Then, a condition 2 for excluding customers with an “annual” pension transaction is input (step S14), and a new prospect list 16 as shown in FIG. 12 is created (step S15). The names Z and Y in the new prospect list 16 do not know the pension information or the age, but the lifestyle is common with the code “12” and can be new customers.

  FIG. 13 shows a state of conversion from the prospect list 12 to the existing / new prospect list 15. The lifestyle added to the prospect list 12 is classified (step S11-1), and the map information system 250 is displayed. Is used to identify the building from the address of the prospective destination of the existing customer (step S11-2), and the building area where the prospective destination of the existing customer lives, the total floor area, etc. are extracted ( Step S11-3). And people who live in buildings with the same lifestyle and similar floor area are likely to have the same values as the prospects of existing customers. Buildings with the same lifestyle and similar building areas are extracted (step S11-4). An address and a nameplate name are extracted from the position information of the building. If the building information is included in the map information system 250, the building name is also extracted. Thereafter, as described above, condition 2 is input (step S14), and the existing / new prospect list 15 is created.

  FIG. 14 is a screen image of the system 100 of the present invention after the new prospect list 16 is created. When the menu “new prospect” is selected and clicked on the screen of the system 100 (a), the new prospect destination is displayed. The list selection screen (XX candidate destination, □□ candidate destination, etc.) is displayed (b). When you select and click the desired “□□ candidate”, a list of names listed is displayed on the screen (c), and when you select and click a customer, a nearby map is displayed (d ) When the customer position is selected and clicked, a screen with approach management data added is displayed (e).

  FIG. 15 is a flowchart showing the development (steps S20 to S21) of the present invention in FIG. 6, and the new prospecting excavation / sales support system 100 and the CRM system 202 of the present invention cooperate with each other. When a salesperson visits a company based on a new prospect list 16 created by the new prospect discovery / sales support system 100 (basically, it looks at the address and nameplate name of the list and determines the position. It is assumed that the information is confirmed by the map information system and visits to companies and private houses.The information of the new prospect list 16 can be pinpointed by the map information system 250 from the name and address information, etc. Compared with information such as level and lifestyle, it is possible to create a list that visualizes new customer prospects. By referring to the displayed or printed new prospect list 16, it is possible to increase the efficiency of customer visits. .

  In addition, if the new prospect is a company, if it matches with COSMOS II information (address, company name, etc.), it is also possible to output COSMOS II information.) However, the business results and history, the next visit time, etc. are registered in the DB 100A of the new prospecting excavation / sales support system 100.

  The new prospect list 16 contains information such as name, address, age, presence / absence of annuity transaction, and other traded products, and excludes visiting precautions and non-visit recommended destinations from this list (step S101). ), A new prospect list for sales is created (step S102). Thereafter, customer information, other company information, and the like are acquired, and the visit result, accuracy, and the like are registered (step S103), and the visit result, contract accuracy, and the like are registered (step S104).

  In this approach management process, the new prospective destination list 16 is compared with the information on the Kramer information and anti-social forces that are held by the company, or the visiting attention destination and the non-visiting recommended destination are excluded from the new prospective destination list 16. Then, a new prospect list for sales is created in cooperation with the map information system 250 and the like. Also, in the approach management process, information and data such as registration and history of registered business results, history, contract probability, next visit time, other bank transaction information, inheritance information (cohabitant information), target management, etc. are also referenced. To do.

  Then, a new transaction is converted into a project along the new prospect list to which the business results are added (step S105). For example, the negotiation progresses and the project is changed from the prospect to the prospect of high contract probability. The prospect is registered in the CRM system 202 (step S106), and the visit result, the contract probability, etc. are registered (step S107). The conventional CRM system 202 basically covers only customer information and customers immediately before closing, and does not include prospective customers. Therefore, since the CRM system 202 does not store the result of the visit to the prospective customer and the status management of the case, it is often difficult to manage the case. Therefore, in the present invention, the success in the previous stage registered in the CRM system 202 is stored in the new prospecting / excavation / sales support system 100, and when registration in the CRM system 202 is required, the new prospecting / examination / sales is performed. Various information is acquired in cooperation from the support system 100. The negotiation result at the time of project creation and closing is registered as a customer (CIF) with the CRM system, etc., aiming to close with information integration with this system (customer = prospective customer managed by new prospecting and sales support system. CRM system Customers managed by customer management systems such as customers close to closing).

When the business deal is closed (step S110), the contract result is registered, target management (sales person in charge often determines the target value) (step S111), and the contract rate and building area trend Then, trend analysis is performed using lifestyle or the like (step S112), and the extraction condition is changed from the trend analysis result (step S113). For example, the prospect is extracted again by adjusting the threshold of the building area up and down.
By further analyzing and feeding back the results of such activities, it is possible to change and adjust the logic and find new prospects with higher accuracy.

  16 to 18 are examples of input screens. When a new prospect destination to be inputted is selected from the new prospect destination list 16 or the map information system 250, a screen as shown in FIG. 16 is displayed. It can be changed by selecting. Then, by pressing the add button on the screen of FIG. 16, the registration screen of FIG. 17 is displayed. In FIG. 17, the business day, the person in charge, the result and the history of the next visit date are added, and the result is registered by selecting the add button. The registered contents are displayed on the screen as shown in FIG.

10 Existing customer database (DB)
12 Prospective destination lists 13 and 14 among existing customers 15 Prospective destination list 15 Existing / new prospective destination list 16 New prospective destination list 100 New prospective excavation / sales support system 120 Extraction unit 130 Management unit 151 Reading unit 152 Assigning a lifestyle code Unit 153 List creation unit 154 Condition input unit 250 Map information system 201 EBM
202 CRM system 206 CC system

Claims (5)

Read prospective list 1 that is expected to be a new transaction of existing customers created based on at least information on existing customers, statistical data, and sales-related information,
A lifestyle code is given to each customer in the prospect list 1,
The prospect list 2 given the lifestyle code is linked to the map information system to give the building area, and the existing / new prospect list extracted in condition 1 is created,
Create a new prospect list extracted according to condition 2 from the existing / new prospect list,
A new prospecting excavation / sales support system, characterized in that new customer excavation support can be performed with reference to the new prospective destination list. The new prospect destination excavation / sales support system according to claim 1, wherein the prospect destination list 1 is created in cooperation with a CRM system. The new prospecting excavation / sales support system according to claim 1, wherein a life level is included in the lifestyle code. A reading unit for reading prospective list 1 or inputting data, which is assumed to be a new transaction of an existing customer created based on at least information on existing customers, statistical information, and trend analysis;
A lifestyle code giving unit for giving a lifestyle code to each customer in the prospect list 1;
A list creation unit that creates the prospect list 2 assigned with the lifestyle code with reference to the prospect list 1;
Comprising
The list creation unit is provided with a building area for each customer in cooperation with a map information system, and creates an existing / new prospect list by converting under condition 1 input from the condition input unit,
The list creation unit creates a new prospect list obtained by extracting a new customer from the existing / new prospect list under the condition 2 input from the condition input unit,
A new prospecting excavation / sales support system characterized in that it can support the discovery of new customers by referring to the created new prospective destination list. The new prospecting excavation / sales support system according to claim 4, wherein the reading unit cooperates with an extraction processing unit that extracts, analyzes, and analyzes data.