JP6378280B2 - Outbound marketing system and outbound marketing method - Google Patents

Description

  The present invention relates to an outbound marketing system and an outbound marketing method for conducting promotional activities for customers by e-mail or telephone.

In recent years, sales of specific products and services, recruitment of event participants, and the like are generally performed on an Internet website. There is a demand not only to open such a website, but also to actively encourage Internet users browsing the website to promote sales or participation.
As described above, there is a technique called “outbound marketing” as one form of a technique in which a side providing a product or service or a side holding an event actively works on a customer. Outbound marketing is a method in which a company that sells products, provides services, or holds events directly contacts customers by telephone or e-mail to sell products or services, or solicits participation in events. It is.

In order to perform outbound marketing, companies first need to obtain contact information for customers to contact.
Examples of methods for obtaining customer contact information include a method of obtaining a questionnaire or a campaign through the Internet or a magazine, or a method of listing customers who have inquired or purchased products in the past. It is done.

  In outbound marketing, companies, etc. individually contact customers on the customer list obtained in this way through various media such as telephone and e-mail, and conduct sales promotion or participation recruitment activities. become.

  When outbound marketing is performed using these various media, the systems used are different, such as the Internet for e-mail and the public telephone network for telephone. Management and integrated promotion activities are very difficult and require a lot of labor and cost.

  The problem to be solved by the present invention is to provide an outbound marketing system and an outbound marketing method capable of executing outbound marketing using different media such as e-mail and telephone on the same system.

  In order to solve the disadvantages described above, an outbound marketing system according to a first invention includes a first database that stores a plurality of Web page data constituting a predetermined Web site, and a customer who accesses the Web site. From a second database that stores data relating to customers including at least an email address and a telephone number, a third database that stores an access log for each customer in the Web site, and a computer used by the customer via a network A web server that transmits web page data stored in the first database in response to the request, a mail server connected to the network, and a private branch exchange connected to a public telephone network, The mail server is stored in the second database. An email including a link to a web page corresponding to a unique customer ID is transmitted to each customer's email address, and the web server includes a link to the web page included in the email. When traced by the customer, the web page data corresponding to the customer ID is transmitted to the customer, the access log in the customer's web site is collected, and the access log for each customer is collected. Effects stored in a third database, and the Web server calculates by assigning a predetermined point for each customer action based on the access log for each customer stored in the third database. A customer whose decision point is equal to or greater than a predetermined value is extracted, and the private branch exchange determines that the extracted effect determination point is equal to or greater than a predetermined value. To the customer, make a phone call.

  The outbound marketing method of the second invention is a customer including at least a first database for storing a plurality of web page data constituting a predetermined website, and an email address and a telephone number of the customer who accesses the website. In response to a request from a computer used by a customer via a network, a second database that stores data relating to the customer, a third database that stores an access log for each customer in the website, and the first database An outbound marketing method for an outbound marketing system, comprising: a web server that transmits web page data stored in a database; a mail server connected to the network; and a private branch exchange connected to a public telephone network. The above A mail server sending an email containing a link to a web page corresponding to a unique customer ID for each customer to the customer's email address stored in the second database; and When a link to the Web page included in the email is traced by the customer, the Web page data corresponding to the customer ID is transmitted to the customer, and the customer's Web site The access log for each customer and storing it in the third database as an access log for each customer, and the Web server based on the access log for each customer stored in the third database. Extract customers whose effect judgment points calculated by assigning predetermined points every time and totaling them are greater than or equal to predetermined values And step, said private branch exchange, the extracted, the customer the effects decision point is a predetermined value or more, having the steps of placing a call.

  Provided are an outbound marketing system and an outbound marketing method capable of executing outbound marketing using different media such as e-mail and telephone on the same system.

FIG. 1 is a diagram for explaining a configuration example of a promotion system. FIG. 2 is a diagram illustrating an example of the configuration of the terminal. FIG. 3 is a diagram for explaining an operation example of the promotion system when the promotion activity is performed by the outbound marketing. FIG. 4 is a diagram illustrating an example of a screen display displayed on the display unit of the terminal when creating an outbound mail. FIG. 5 is a diagram for explaining an example of the operation of the promotion system when a customer visits a website of an online sales store. FIG. 6 is a diagram for explaining processing for extracting a customer having a high effect determination point. FIG. 7 is a diagram for explaining an operation example of the promotion system when performing promotional activities by telephone for customers in the extracted purchase prospect list.

Hereinafter, embodiments of the present invention will be described.
In the following, as an embodiment of the present invention, a case where a company opens a website for a certain product and sells the product online within the site will be described.

FIG. 1 is a diagram for describing a configuration example of a promotion system 100 according to the present embodiment.
As shown in FIG. 1, the promotion system 100 includes a mail server 1, a Web server 2, a PBX (private branch exchange) 3, a database (DB) 4, and a terminal 5.
The DB 4 further includes a Web data DB 41, a customer DB 42, an access log DB 43, and an effect determination point DB 44.

FIG. 2 is a diagram illustrating an example of the configuration of the terminal 5.
As shown in FIG. 2, the terminal 1 includes a display unit 51 such as a liquid crystal display or an organic EL (Electro Luminescence), an operation unit 52 such as a mouse or a keyboard, an input unit 53 such as a scanner, an output unit 54 such as a printer, and an HDD. (Hard Disk Drive), SSD (Solid State Drive), and other storage units 55.

The mail server 1 and the Web server 2 are connected to a public network 10 such as the Internet.
The PBX 3 is connected to the public telephone network 20.

  In such a promotion system 100, a company operator uses the terminal 5 to generate and edit Web page data of an online store Web site. As a result, a Web site of an online sales store is opened on the public network 10, and the design, page configuration, and the like can be edited. The web page data of the website is stored in the web data DB 41.

  Websites of online stores generally have, for example, a page called a top page that serves as an entrance, an introduction page for products and services handled, a search page for products and services, a page for bargain products and services, and a member registration page. It is composed of a plurality of Web pages such as pages, members-only pages, and event pages for appealing specific products and services. These pages are linked to each other, and can be set to move between pages unconditionally or only when specific conditions (ID, password, etc.) are satisfied. These settings can be made by a company operator via the terminal 5, and the setting data is stored in the Web data DB 41 of the DB 4.

By the way, even if an online sales store as described above is opened on the public network 10, at the beginning, many network users do not know the existence of the online sales store, and there are no customers who visit the online sales store. For this reason, promotion activities such as registration in a search site or requesting a web advertisement are performed.
Hereinafter, an operation example of the promotion system 100 when a company performs a promotion activity in such an online sales store will be described.

In the following, as a promotion activity, an outbound marketing method is used in which a list of network users who are likely to become customers of an online sales store is obtained by some means, and the users of the list are directly contacted.
Note that any means described above is not particularly limited in the present embodiment. For example, you may collect information such as e-mail addresses directly from customers who visited an online sales store, create a list, or place advertisements, questionnaires, etc. on other sites, and visit network users You may make it collect the contact information.
The list of contact information of the customer candidates obtained in this way is stored in the customer DB 42 of DB4.
That is, the customer DB 42 stores information such as contact information (email address, telephone number, etc.) of each customer.

  FIG. 3 is a diagram for explaining an operation example of the promotion system 100 when performing a promotion activity by outbound marketing.

Step ST1:
The terminal 5 creates an e-mail for outbound marketing (hereinafter referred to as “outbound mail”) according to the operation of the operator of the company.
FIG. 4 shows an example of a screen display displayed on the display unit 51 of the terminal 5 when creating an outbound mail.
As shown in FIG. 4, when creating an outbound mail, an outbound mail creation screen 200 is displayed on the display unit 51.
The text editing column 201 is a column for editing the text of the outbound mail.
The operator edits the outbound mail in the text editing field 201.

Examples of the contents of the outbound mail include an introduction sentence of a specific product, a URI (Uniform Resource Identifier) of a Web page explaining details of the product to be introduced, and the like.
Here, in this embodiment, a unique customer ID (number or character string given in advance for each customer) or the like is included in the URI of the Web page described in the outbound mail. The URI including the customer ID unique to each customer is, for example, a link to a Web page having different contents for each customer.

Step ST2:
The terminal 5 transmits the outbound mail created in step ST1 to the customer contact information stored in the customer DB 42.

Next, a customer who received an outbound mail or another customer (for example, a customer who searched for a product handled at an online store on a search site or a customer who saw a web advertisement) actually visited an online store. An example of the operation of the promotion system 100 will be described.
FIG. 5 is a diagram for explaining an operation example of the promotion system 100 when a customer visits a website of an online sales store.

Step ST3:
The Web server 2 reads and transmits Web data requested by the customer via the public network 10 from the Web data DB 41.
Step ST4:
The Web server 2 creates, for each customer, an access log that records which page on the website of the online store the customer has accessed (which page has been requested to access), and stores the access log in the access log DB 43.

In step ST4, an access log for each customer is created as follows.
As described above, the outbound mail transmitted to the customer in step ST2 describes a URI including a customer ID unique to each customer as a character string. This URI is link information to a Web page having different contents for each customer.
When the customer who has received the outbound mail follows the link included in the outbound mail, the computer used by the customer requests the Web data of the Web page of the link destination URI from the Web server 2 via the public network 10. .
When the Web server 2 receives such a request from the customer's computer, the Web server 2 transmits the data of the requested Web page, and also includes a customer ID included in the URI requested from the customer's computer, and a Web page indicated by the URI. And an access log that records which Web page the customer has accessed is generated.

  The access log also records customer behavior other than following links on each Web page (for example, pressing a product purchase button, filling a question on a product question form, etc.). Also good. The access log created by the Web server 2 is stored in the access log DB 43 of the DB 4.

  That is, in the access log, which customer viewed which page in the online store's Web site and what action was taken on each page are recorded one by one. Therefore, in the access log, the customer views the page about what product, what product is purchased, or what product is likely to be purchased (for example, product purchase on the product purchase page) Information on whether or not the purchase decision button has been pushed at the time of final confirmation on the final confirmation page of the purchase intention, etc. is recorded.

As for the Web page that can be reached by following the URI link including the unique customer ID for each customer included in the outbound mail, a different Web page for each customer may be created in advance by the company. The content of the Web page is, for example, analyzing what products the customer is interested in based on the access log of each customer, and about the products that the customer is likely to be interested based on the analysis results If it is.
As described above, when the customer follows the link described in the outbound mail, an access log to the Web page is obtained in the Web server 2, and from there, the user can see how the user is in each page in the online store site. It is possible to extract information about whether or not the user has acted.

  In addition, although the example which produces a different web page for every customer and describes the link to the created web page in outbound mail was demonstrated here, this invention is not limited to this. That is, an outbound mail with a link to the same Web page (for example, a recommended product detail page) may be transmitted to all customers. However, even in this case, the customer ID may be included in the URI of the link as a character string so that the log can be collected when the customer accesses the page.

In addition, although an example in which a URI link including a unique customer ID for each customer is described in the outbound mail is described here, the present invention is not limited to this example. When an event such as introduction of a specific product or discount sale is performed on the page, an event ID corresponding to the event may be included.
When the event ID is included in the URI, the Web server 2 includes the event ID because the URI is a page for performing an event such as a page for introducing a specific product, a special sale page, a limited product page, or the like. And create an access log.

Step ST5:
The Web server 2 gives points to each behavior of the customer based on the access log for each customer created in step ST4. In the present embodiment, points given to customer behavior are referred to as effect determination points, for example.
The effect determination point is a point given to a customer in order to determine how much each customer is likely to make a profit (purchase) for an online sales store. The effect judgment point is a set of predetermined points corresponding to each of the actions in the online store site, and points are added to all of the customer actions with reference to the access log, and are combined. .

The points to be given according to each behavior of the customer are set as follows, for example.
First, when a customer follows a link of a different Web page for each customer described in the outbound mail, a predetermined point is given to the customer. Since the Web page is created based on, for example, the customer's past access log, the Web page includes introductions of products that are likely to attract the customer, links to similar products, and the like. Each time a link in such a Web page is traced, a predetermined effect determination point is added to the customer. And when the customer finally pushes the purchase button on the purchase page of the product, or goes to the confirmation page of purchase completion etc. and pushes the purchase decision button at the final confirmation, more points are given Yes.

Effectiveness points are used to indicate whether or not a customer is likely to purchase a product, so customers who have reached the product purchase page (even if a final purchase confirmation has not been made) Many points are given, and further points are given to the customer who has pressed the purchase decision button at the final confirmation on the product purchase confirmation page.
In other words, the points to be given on each page are not constant, for example, the purchase at each customer's online store, such as giving more points when browsing the purchase confirmation page than when browsing the purchase page You just need to give points that make the prospects clearer.
And the effect determination point for every customer is decided by totaling the point provided in this way.

  As described above, in the promotion system 100 of the present embodiment, given points are assigned to each behavior of the customer, and the total is accumulated, so that the customer can purchase the product at the online store from the past behavior of the customer. It is possible to determine whether or not the customer is likely to make a purchase.

As described above, the access log for each customer can be easily collected by adding the link including the customer ID in the URI to the outbound mail sent to the customer. Further, based on the access log, it is possible to calculate an effect determination point that is an index indicating whether or not the customer is likely to purchase a product at an online store.
Next, a process of extracting customers with high effect determination points based on the effect determination points calculated in this way will be described.
FIG. 6 is a diagram for explaining processing for extracting a customer having a high effect determination point.

Step ST6:
The Web server 2 refers to the effect determination point assigned in step ST5 in accordance with the operation of a company operator at the terminal 5 and extracts customers having an effect determination point higher than a predetermined threshold.
The method for setting the threshold value of the effect determination point in this step is not particularly limited in the present embodiment. For example, the threshold value may be set so that the number of customers to be extracted is a predetermined number or less.
Step ST7:
The Web server 2 creates a list of customers with high effect determination points extracted in step ST6 (referred to as a prospective customer list) according to the operation of a company operator at the terminal 5, and stores this in the customer DB.

In this way, it is possible to extract customers who are likely to purchase a product from the customers who have accessed the online sales store.
In the promotion system 100 according to the present embodiment, a contact with a direct telephone is set as a more aggressive promotion activity for the customer who is extracted in this way and who has a high prospect of purchasing a product.

FIG. 7 is a diagram for explaining an operation example of the promotion system 100 when performing promotional activities by telephone for customers in the purchase prospect list extracted in step ST7.
Step ST8:
The terminal 5 displays the prospective customer list on the display unit 51 and accepts selection of any customer in the list. The company operator selects one of the customers and proceeds to the subsequent steps.

Step ST9:
When any customer in the prospective customer list is selected in step ST8, the terminal 5 reads the telephone number of the customer from the customer DB 42, transmits the telephone number to the PBX 3, and instructs the outgoing call.
Step ST10:
The PBX 3 makes a call to the customer. Thereby, the operator of a company can make a direct telephone contact (outbound call) to a customer by using a speaker and a microphone (not shown) of the terminal 5 and sell a product.

As described above, the promotion system 100 according to the present embodiment includes the mail server 1 connected to the public network 10 and the PBX 3 connected to the public telephone network 20 as shown in FIG.
For this reason, in the promotion system 100 of the present embodiment, the purchase prospect is based on the outbound mail transmission for collecting the customer access log and the effect determination point indicating the purchase prospect for each customer given based on the access log. Both outbound call transmission to a customer who seems to be expensive can be performed on the same system through operation of the terminal 5.
Therefore, it is possible to handle different communication methods such as e-mail and telephone in the same system, so that efficient outbound marketing can be executed.

  Furthermore, in the promotion system 100 of the present embodiment, an outbound mail including a link to a Web page including a customer-specific customer ID in a URI is transmitted to a plurality of customers, and the customer includes the link included in the outbound mail. When traced, what page the customer has accessed and what action the customer has taken in the online sales store is recorded as an access log. Then, based on the access log, given a point for each of the customer's actions and aggregated, an effect determination indicating whether or not the customer is highly likely to purchase the product at the online store Points are calculated for each customer. And since the customer who has an effect judgment point more than a predetermined value is extracted, effective outbound marketing can be performed.

In the above-described embodiment, in order to collect the access log for each customer, the operator of the company creates an outbound mail including the URI of the link destination that is different for each customer in the terminal 5, but there are many Labor is required. In order to reduce this effort, for example, customers may be classified into a predetermined number of levels according to effect determination points, and outbound mail including URIs of link destinations that differ for each level may be created and transmitted.
That is, for example, all customers are divided into three levels A to C according to the value of the effect determination point, and more detailed product information is described in the customer of level A having the highest effect determination point. Send an outbound email containing the URI of the web page that has been created, and send an email containing the URI of the web page that describes only the minimum content to level C customers who have a low effectiveness judgment point. May be.

The present invention is not limited to the embodiment described above.
That is, when implementing the present invention, various modifications, combinations, sub-combinations, and alternatives may be made to the components of the above-described embodiments within the technical scope of the present invention or an equivalent scope thereof.

In the above-described embodiment, the promotion system 100 in an online store using a network such as the Internet has been described.
However, the present invention can be applied even when an online sales store is not established on the network.
For example, the following modifications can be considered.

<Variation 1> Recruitment of event participants:
The present invention can also be applied to, for example, recruiting participants of any event (concerts, seminars, spot sales events, product trial monitor recruitment, etc.) via the Internet.
In other words, an event notification web page, event details page, event application page, event application completion page, event questionnaire page, etc. are created for each candidate in the event participation candidate list obtained by some means The outbound mail including the URI of these Web pages and the ID for each event candidate is transmitted.
Then, follow the URI described in the outbound mail, and see what page each candidate has viewed and what action (applying an event, asking a question about the event, etc.) as an access log Record.
Furthermore, a predetermined point is given to each action of each candidate recorded in the access log, and cumulatively, an effect determination point for each candidate is calculated. Then, when candidates having an effect determination point equal to or greater than a predetermined value are extracted, the extracted candidates are candidates that are highly likely to participate in the event, and therefore, the candidates are directly contacted by telephone. By conducting more proactive promotional activities through solicitation, it is possible to efficiently promote participation in events.

<Modification 2> Introduction of New Product The present invention can also be applied when a company or the like introduces a new product, that is, when the main purpose is to appeal a new product rather than sales.
For example, a plurality of Web pages such as a new product release announcement page, a new product detail page, and a Q & A page regarding the new product are prepared, and these Web pages are provided to the customers in the customer list obtained by some means. Send an outbound email containing the URI of the customer and the ID for each customer.
Then, following the URI described in the outbound mail, an action such as which page each customer has viewed is recorded as an access log.
Further, as in the above-described embodiment, predetermined points are assigned to each behavior of each customer recorded in the access log, and are accumulated to calculate an effect determination point for each customer. When customers who have an effect judgment point greater than or equal to a predetermined value are extracted, the extracted customers are customers who are likely to have a strong interest in new products. New product appeal.

  DESCRIPTION OF SYMBOLS 100 ... Promotion system, 1 ... Mail server, 2 ... Web server, 3 ... PBX, 4 ... DB, 41 ... Web data DB, 42 ... Customer DB, 43. .. access log DB, 44... Access point DB, 5... Terminal, 51... Display unit, 52. ..Storage unit, 10 ... public network, 20 ... public telephone network, 200 ... outbound mail creation screen, 201 ... text editing column

Claims (3)

An outbound marketing system using a public network and a public telephone network,
A first database that stores a plurality of Web page data , each of which constitutes a predetermined Web site for at least one of a predetermined product, service, and event , each reaching a link including a unique customer ID for each customer ;
A second database for storing data relating to the customer including at least the customer's email address and telephone number obtained in advance to access the website;
A third database for storing an access log via the public network for each customer in the Web site;
In response to a request from a computer used by a customer via the public network, the other party who requested the Web page data indicating that at least one of a product, a service, and an event stored in the first database is provided. A Web server for transmitting to the public network via
A mail server configured to be able to communicate with a computer used by a customer via the public network and processing an electronic mail (e-mail) with the customer's computer ;
A private branch exchange connected to the public telephone network for making calls to customers ;
I have a,
The first database, the second database, and the third database are connected to the mail server, the Web server, and the private branch exchange,
The mail server is
An email containing a link to a web page corresponding to a unique customer ID for each customer is created for an email customer's email address created for outbound marketing and stored in the second database. Send via the mail server and the public network ,
The web server
When a link to the web page included in the email is traced by the customer, the web data requested by the customer via the public network is read from the first database and requested. Send to customer ,
An access log that records which page of the website the customer has accessed is created for each customer and stored in the third database;
Based on the access log for each customer created and stored in the third database, provided to indicate at least one of purchase prospect for the product, application prospect for the service, and participation prospect for the event For each customer action on the web page data, a predetermined point is assigned and calculated to calculate an effect determination point,
Extracts or more customer specified value with reference to the effect determination point the calculated, to create a prospect list stored in the second database,
When a customer to be contacted by telephone is selected from the prospective customer list, the corresponding customer's telephone number is read from the second database and transmitted to the private branch exchange to instruct to make a call.
The private branch exchange makes a call to the customer in response to an instruction from the Web server.
Outbound marketing system. The outbound marketing system further includes a terminal that receives an operation of a provider who provides the product, service, and event,
The outbound marketing system according to claim 1, wherein the mail server transmits an email having contents edited for each customer in response to an operation of the provider via the terminal. An outbound marketing system using a public network and a public telephone network,
A first database that stores a plurality of Web page data , each of which constitutes a predetermined Web site for at least one of a predetermined product, service, and event , each reaching a link including a unique customer ID for each customer ;
A second database for storing data relating to the customer including at least the customer's email address and telephone number obtained in advance to access the website;
A third database for storing an access log via the public network for each customer in the Web site;
In response to a request from a computer used by a customer via the public network, the other party who requested the Web page data indicating that at least one of a product, a service, and an event stored in the first database is provided. A Web server for transmitting to the public network via
A mail server configured to be able to communicate with a computer used by a customer via the public network and processing an electronic mail (e-mail) with the customer's computer ;
A private branch exchange connected to the public telephone network for making calls to customers ;
Have
The first database, the second database, and the third database are outbound marketing methods of an outbound marketing system connected to the mail server, the Web server, and the private branch exchange,
A link to a web page corresponding to a unique customer ID for each customer with respect to the email address of the customer of the email created by the mail server for outbound marketing and stored in the second database Sending an email including: via the mail server and the public network ;
When the customer traces a link to the web page included in the email, the web server reads the web data requested by the customer via the public network from the first database. Sending to the requesting customer ,
The Web server creating for each customer an access log that records which page of the website the customer has accessed and storing it in the third database;
The Web server indicates at least one of a purchase prospect for the product, a prospect of application for the service, and a prospect of participation in the event based on the access log for each customer created and stored in the third database. As described above, for each of the customer's actions with respect to the provided web page data, a step of calculating an effect determination point by adding and counting a predetermined point;
The Web server refers to the calculated effect determination point , extracts customers having a predetermined value or more, creates a prospective customer list and stores it in the second database;
When the customer who makes a telephone contact is selected from the prospective customer list , the Web server reads the corresponding customer's telephone number from the second database and notifies the private branch exchange to instruct the outgoing call. When,
The private branch exchange makes a call to the customer in response to an instruction from the Web server ;
Outbound marketing system with

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