JP7058706B1 - User development support system, user development support method and user development support program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To quantitatively judge how much the customer's understanding of information provision is with respect to the purpose / goal to be achieved, and to more effectively develop the customer toward the achievement of the purpose / goal. Be able to help. SOLUTION: This is an information providing system 1 that sequentially provides a plurality of communication information for appealing activities according to a purpose / goal to a customer Y00, and is a communication log table management unit that manages a plurality of communication information. 11. A quantification unit 13 that quantifies the score for quantifying the status of the customer Y00 for each of a plurality of communication information using a scoring table Tb1 that stores the score in advance, and a CE score table management that manages the result of the quantification. Unit 15, an analysis unit 17 that analyzes communication information to be newly provided to customer Y00 based on the result of quantification, and a calculation unit 100 that optimizes information to be newly provided to customer Y00. Be prepared. [Selection diagram] Fig. 1

Description

The present invention relates to a user development support system, a user development support method, and a user development support program.

Conventionally, as one of the user development systems related to purchasing behavior, for example, various devices and systems that promote products and services and encourage the purchasing behavior of customers (users) are known.

Here, the purchasing behavior is mainly a customer purchasing a product, and the behavior (behavior) itself is the purpose / goal of the customer. In addition, one of the purchasing behaviors is the use of services. To use the service, for example, enroll in a cram school for the purpose / goal of passing an exam, enroll in a sports gym for the purpose / goal of weight loss, or for a company whose purpose / goal is to improve skills. Participation in personnel training, etc.

As various devices and systems for encouraging customers' purchasing behavior, an automatic analysis system for online collection data has been proposed so far (see, for example, Patent Document 1). This automatic analysis system delivers questionnaires and advertisements to a large number of customers from the website, and delivers new advertisements based on the results of analyzing each customer's reaction, which leads to customer purchasing behavior. be.

Further, on a website, a terminal attribute estimation device that estimates the hobbies and tastes of guests who do not log in and effectively advertises to the guests has also been developed (see, for example, Patent Document 2).

Alternatively, in order to effectively deliver an advertisement through a website, an advertisement distribution device that grasps a user's behavior pattern based on an operation of a user terminal and displays an advertisement corresponding to the behavior pattern has been proposed (for example, a patent document). 3).

In addition, an advertisement evaluation system has been proposed that can improve the accuracy of user behavior analysis and advertisement effect measurement, and can formulate an efficient distribution plan for video advertisements according to the viewing situation (see, for example, Patent Document 4). ..

Further, a system that can be used with a customer relationship management (CRM) system and a closed-loop marketing (CLM) system has also been developed (see, for example, Patent Document 5). This system is designed to improve inefficiencies caused by risks associated with the transmission of e-mails and the like when e-mails and the like are used to provide information to customers.

Japanese Unexamined Patent Publication No. 2001-338113 Japanese Unexamined Patent Publication No. 2006-127320 Japanese Patent No. 5646546 Japanese Patent No. 5878218 Japanese Patent No. 5935588

However, all of the above documents 1-5 are flat user development systems for promoting purchasing behavior for arbitrary customers. Therefore, it was not possible to quantitatively determine the degree of understanding of the content of the information provided by each customer with respect to the purpose / goal to be achieved.

Therefore, when supporting the achievement of a customer's purpose / goal, it is not always possible to provide optimal information to a specific target (TG) customer, and it is difficult to effectively develop the customer. Met.

In addition to being unable to quantitatively determine the degree of customer understanding of information provision, it was difficult to optimize customer development individually, and as a result, customer development efficiency could not be improved.

In particular, on the information providing side, for example, the person in charge of sales or sales and the manager who is the boss do not share the customer's understanding of the information provision. For this reason, it is not possible to effectively provide appropriate information based on the forecast and actual differences from the planned provision plan that has been formulated, and extra time and expenses are spent on developing customers to achieve the objectives and goals. It was the result.

The present invention has been made in view of the above problems, and an object thereof is the degree of achievement of the user's understanding of information provision with respect to the desired purpose / goal of the user to be achieved. The purpose is to provide a user development support system, a user development support method, and a user development support program that can quantitatively determine whether or not the information is used and can more effectively support the development of users toward the achievement of the purpose and goal.

In order to achieve the above object, in the embodiment of the present invention, the information provider steps a plurality of information in stages, provided that the user clears a predetermined degree of achievement in order to achieve the desired object / goal. In the user development support system to be provided, quantification data for quantifying the degree of understanding of the user for each of the plurality of information as the degree of utilization is divided into the plurality of information and the degree of utilization of the user. The degree of utilization of the user for each of the plurality of information is quantified by using the quantification data of the storage unit at each stage of providing the storage unit and the plurality of information stored in advance in association with each other. The information to be quantified and the information to be newly provided to the user, which is necessary for the user to achieve the desired purpose / goal, are based on the result of the quantification by the quantification unit. It includes an analysis unit that proposes to the provider, and a calculation unit that optimizes the information newly provided to the user proposed to the information provider by the analysis unit by updating the quantification data. , The calculation unit newly provides the user with verification of the suitability of the information to be newly provided to the user so that the proposal of the information to be newly provided to the user can be made under the optimum conditions. Types of tools that can be used for information provision activities to be provided, recommended content of information to be newly provided to the user, time zone when information provision activities to be newly provided to the user are possible, new to the user A channel score pre-assigned for each type of tool that constitutes the total score of the CE stage that performs activities to provide information to the user in stages, the predetermined achievement level to be cleared in the CE stage, and the user. Content index according to the user's understanding of the information to be newly provided, CE stage effective for achieving the milestone by clearing the predetermined achievement level by the total score of the CE stage, and each CE stage. The order of the provision activities to be performed, the cost-effectiveness for the provision activity for each type of the tool, the change of the provision activity for the user, the fraudulent log for the provision activity, and the user's desired purpose / goal. It is characterized in that at least one of the CE stages to be verified whether or not it has been achieved is verified, and the result is reflected in the proposal of the information in the analysis unit.
In addition, it is a user development support system in which an information provider provides a plurality of pieces of information in stages on condition that a predetermined degree of achievement is cleared in order for the user to achieve a desired purpose / goal. A storage unit that stores quantification data for quantifying the user's understanding of each of the information as the degree of utilization in advance in association with the plurality of information and the degree of utilization of the user, and the above. At each stage of providing the plurality of information, the quantification unit that quantifies the degree of utilization of the user for each of the plurality of information by using the quantification data of the storage unit, and the desired user. An analysis unit that proposes information to be newly provided to the user, which is necessary for achieving the purpose / goal of the above, to the information provider based on the result of quantification by the quantification unit, and the analysis unit. The information provider is provided with an arithmetic unit that optimizes information to be newly provided to the user by updating the quantification data, and the arithmetic unit newly provides the user. An operation for identifying the CE stage to be effectively validated as a verification of the suitability of the information newly provided to the user so that the proposal of the information to be made can be made under the optimum conditions. Calculations to enable optimal validation according to information provision activities, calculations to set the effective granularity of the CE stage, and influencers with one or more common attributes with the target customer. It is characterized in that at least one of the results of the calculation for enabling effective customer development through the process is reflected in the proposal of the information in the analysis unit.

Another aspect of the present invention is a user development support method in which an information provider provides a plurality of pieces of information in stages on condition that a predetermined degree of achievement is cleared in order for the user to achieve a desired purpose / goal. Therefore, at each stage of providing the plurality of information, the user's understanding of each of the plurality of information is quantified as the degree of utilization by using the quantification data stored in advance, and the quantification is performed. Based on the result, the information to be newly provided to the user, which is necessary for the user to achieve the desired purpose / goal, is proposed to the information provider, and the information to be newly provided to the user is provided. The information to be newly provided to the user in order to propose the information to be newly provided to the user under the optimum conditions when optimizing by updating the quantification data. As verification of suitability, the types of tools that can be used for activities to provide information that should be newly provided to the user, recommended content of information that should be newly provided to the user, and provision of information that should be newly provided to the user. The channel score pre-assigned for each type of tool that constitutes the total score of the CE stage that performs the activity to provide new information to the user in stages during the time when the activity is possible, and cleared in the CE stage. To achieve the milestone by clearing the predetermined achievement level, the content index according to the user's understanding of the information to be newly provided to the user, and the total score of the CE stage. Effective CE stages, the order of the provision activities performed for each CE stage, cost-effectiveness for the provision activities for each type of tool, changes in the provision activities for the user, fraudulent logs for the provision activities, and It is characterized in that at least one of the CE stages to be verified whether or not the user has achieved the desired purpose / goal is verified, and the result is reflected in the proposal of the information .
Further, it is a user development support method in which an information provider provides a plurality of pieces of information in stages on condition that a predetermined degree of achievement is cleared in order for the user to achieve a desired purpose / goal. At each stage of providing each of the above information, the user's understanding of each of the plurality of pieces of information is quantified as the degree of utilization using the quantification data stored in advance, and based on the result of the quantification, the said The quantified data is used to propose to the information provider the information to be newly provided to the user, which is necessary for the user to achieve the desired purpose / goal, and to provide the information to be newly provided to the user. As a verification of the suitability of the information to be newly provided to the user in order to make the proposal of the information to be newly provided to the user under the optimum conditions when optimizing by updating. Calculations to identify the CE stage that is the target of effective validation, calculations to enable optimal validation according to information provision activities, calculations to set the effective granularity of the CE stage, and It is characterized by reflecting at least one result of the calculation for enabling effective customer development through an influencer having one or more common attributes with the target customer in the proposal of the above information. And.

Yet another embodiment of the present invention is a user development support program, which is characterized in that the above- mentioned user development support system is executed by a computer.

According to the present invention, it is possible to quantitatively determine the degree of achievement of the user's understanding of information provision with respect to the desired purpose / goal of the user to be achieved, and to achieve the purpose / goal. We can provide a user development support system, user development support method, and user development support program that can support user development more effectively.

It is a block diagram which shows the structural example of the information provision system to which the user development support system which concerns on 1st Embodiment of this invention is applied. It is a block diagram which shows an example of the customer development department (CEM) of FIG. It is a schematic diagram which shows the data management | processing process of the information provision system which concerns on 1st Embodiment. It is a schematic diagram which shows the data management and processing process of the information provision system which concerns on 1st Embodiment in a chart. As an embodiment, it is a schematic diagram which shows the CE stage list for each customer when the information provision system is applied to the automobile sales. It is a schematic diagram which shows the CE stage map when the information provision system is applied to the automobile sales. It is a schematic diagram which shows the list of CE stages when the information provision system is applied to automobile sales, for each person in charge. It is a schematic diagram which shows an example of the customer information when applied to the automobile sales (the 1). It is a schematic diagram which shows an example of the customer information when applied to the automobile sales (the 2). It is a schematic diagram which shows an example of the customer information when applied to the automobile sales (the 3). It is a schematic diagram which shows an example of the customer information when applied to the automobile sales (the 4). It is a schematic diagram which shows the registration of a CE stage and a perfect score, as an example of the case where it is applied to automobile sales. It is a schematic diagram showing the relationship between the status as a result of the information provision activity and the earned score, taking the case of being applied to automobile sales as an example. It is a schematic diagram which shows the registration of the content as an example when it is applied to the automobile sales (the 1). It is a schematic diagram which shows the registration of the content as an example when it is applied to the automobile sales (the 2). It is a schematic diagram which shows the activity log as an example when applied to automobile sales (the 1). It is a schematic diagram which shows the activity log as an example when applied to automobile sales (the 2). It is a block diagram which shows the structural example of the arithmetic part of FIG. It is a figure which shows the operation list in the operation part as a list. It is a figure which shows the logic performed in the arithmetic area for suggesting an available channel. It is a figure which shows the logic performed in the calculation area for suggesting the recommended content. It is a figure which shows the logic performed in the calculation area for the calculation of the time zone which can be used by an information terminal. It is a figure which shows the logic performed in the calculation area for the calculation of the time zone in which face-to-face activity is possible. It is a figure which shows the logic performed in the calculation area for channel score addition. It is a figure which shows the logic performed in the calculation area for channel score subtraction. It is a figure which shows the logic performed in the calculation area for addition of the target score of a CE stage. It is a figure which shows the logic performed in the calculation area for the subtraction of the target score of a CE stage. It is a figure which shows the logic performed in the calculation area for addition of a content index. It is a figure which shows the logic performed in the operation area for subtraction of a content index. It is a figure which shows the logic performed in the calculation area for proposing the CE stage condition for achieving a milestone. It is a figure which shows the logic performed in the calculation area for proposing the order of customer development. It is a figure which shows the logic performed in the calculation area for the calculation of activity cost effect. It is a figure which shows the logic performed in the calculation area for the notification of an activity alert. It is a figure which shows the logic performed in the operation area for detecting an invalid source log. It is a figure which shows the logic performed in the calculation area for the aggregation of a common customer code. It is a block diagram which shows the structural example of the arithmetic part in the information provision system of 2nd Embodiment. It is a schematic diagram which shows the data management and processing process of the information provision system which concerns on 2nd Embodiment in a chart. As an embodiment, it is a schematic diagram which shows the data management / processing process for specifying the CE stage which is the target of validation. It is a figure which shows the logic performed in the calculation area for specifying the CE stage which is the target of validation. It is a schematic diagram which illustrates the verification process of the information provision result when the activity support system is used. As an embodiment, it is a schematic diagram illustrating parameters for enabling validation according to information provision activities. As an embodiment, it is a figure which shows the logic performed in the calculation area for setting (dividing) the particle size of a CE stage. It is a figure which shows the logic performed in the calculation area for setting (integrating) the particle size of a CE stage. As an embodiment, it is a schematic diagram illustrating the necessity of providing information through an influencer. It is a figure which shows the logic performed in the calculation area for enabling the customer development through an influencer.

Hereinafter, embodiments of the present invention will be described with reference to the drawings.

[First Embodiment]
FIG. 1 shows a configuration example of an information providing system 1 to which a user development support system (Customer Engagement Manager) according to the first embodiment is applied. The information providing system 1 of the present embodiment can achieve various functions by installing the user development support program of the present invention on various computers such as a stand-alone type, a cloud type, and an on-premises type.

Further, in the present embodiment, for example, various information provided stepwise to the user by the information providing activity is also referred to as communication information, the content of the communication information is the content, and the type of the content is the channel (attribute information). ). Channels correspond to tools for providing information. In addition, the degree of utilization that is an index of the user's understanding (achievement) of communication information in information provision activities is called status.

Here, the CE (Customer Engagement) stage refers to at least one information provision activity in which the user's understanding level is cleared each time the user's understanding level reaches a predetermined level for the provision of various communication information in the information provision activity. Refer to. That is, the CE stage is defined as an index of the user's understanding level at each stage of a plurality of communication information provided in stages so that the user can achieve the desired purpose / goal. be.

In each CE stage, as a general rule, until the user's understanding of the provided communication information reaches a predetermined achievement level, for example, as a single CE stage, the same content and different channels of communication information. The offer is repeated many times.

The information providing system 1 performs an information providing activity (appeal activity) for encouraging a customer (user) Y00 to purchase a service such as purchasing a product or enrolling in a learning school. Person in charge / administrator) J1 is supposed to do it step by step. In this information provision system 1, in order to foster the purchasing behavior of customer Y00 (achievement of desired objectives / goals), the degree of understanding of customer Y00 in the communication information provided for each CE stage is quantified (quantified). do. By reflecting the results in the formulation of subsequent information provision activities, effective support for training is possible.

Further, in the information providing system 1 according to the present embodiment, in order to ensure that the information providing activity is always performed under the optimum conditions, the degree of training (understanding) of the customer Y00 is appropriately verified and the information to be provided is provided. A review will be carried out.

As shown in FIG. 1, the information providing system 1 according to the present embodiment is, for example, a customer development unit (CEM) 10, a proposal unit 20, a provision unit 30, a data collection server 40, a customer management server 50, and a content management repository 60. , And a calculation unit 100.

Although detailed description here is omitted, the provision of each content is managed by each IT system (for example, CRM system). Alternatively, it may be managed in the content management repository 60 or the like.

The customer development unit 10 has, for example, a communication log table management unit 11, a quantification unit (quantification unit) 13, a CE score table management unit 15, and an analysis unit 17. In the present embodiment, the communication log table management unit 11, the digitization unit 13, and the CE score table management unit 15 constitute a control system 10A as a management unit.

Further, the customer development unit 10 further includes a scoring table Tb1, a communication log table Tb2, and a CE score table Tb3 as a storage unit.

The communication log table management unit 11 records the result of the information providing activity for each customer Y00 by using the communication log table Tb2. Although details will be described later, the results of information provision activities are managed on a customer-by-customer basis or an information provider-by-time basis, for example, in chronological order.

The quantification unit 13 quantifies the status, which is one of the results of the information providing activity on the communication log table Tb2 managed by the communication log table management unit 11, by using the scoring table Tb1.

The details will be described later, but for example, the degree to which the content of the communication information provided in stages at each CE stage is understood by the customer Y00 is quantified according to the status. This makes it possible to quantitatively determine the degree of achievement of the customer Y00 regarding the provision of information with respect to the purpose / goal to be achieved.

That is, as a result of being able to visualize the trend of the customer Y00, which is the information providing destination, by quantifying the information, it becomes easier to manage the progress of the predetermined information providing activity policy (providing plan).

Here, the degree to which the content of the communication information provided in each CE stage is understood is determined by quantification by a logic common to all channels, for example, by calculating the CE stage score (CE score) described later. It is possible. The CE stage score is quantified as the content comprehension degree (out of 100 points) by, for example, the following mathematical formula (Equation 1).

[Number 1]
Content comprehension = Σ (channel coefficient) x (coefficient of determination) x (material score)
In the above formula, the material score is an index that quantifies how much the understanding level required at the CE stage can be satisfied when browsing each of the materials (materials) such as pamphlets such as teaching materials and materials and slide sets. be. The material is a medium used for providing actual information defined in each content. The material score can be set for each material, for example (basically, "100 points" for each material).

The channel coefficient is an index that quantifies the difference in comprehension between channels when it is assumed that the same material is used for providing information. The channel coefficient is set for each channel, for example.

The coefficient of determination is an index for determining to what extent the content of communication information by the channel is understood. The coefficient of determination is set in several stages according to the status. For example, in the case of an e-mail, the link in the e-mail is clicked ... "1 point", the e-mail is opened ... "0.5 points", the e-mail is unopened ... "0 points", and so on.

However, as a condition for satisfying each CE stage, for example, when a predetermined achievement level (for example, 70 points or more) is reached out of 100 points, it is determined that the CE stage is satisfied. That is, when the content comprehension reaches 70 points, the content of the communication information to be conveyed in this CE stage is understood by the customer Y00, and the comprehension of the customer Y00 has reached the CE stage (this CE stage). It is judged that it has been cleared).

It should be noted that the CE stage can be said to define, for example, the stepwise deepening of the understanding level of the customer Y00 in the communication information provided for each stage as the "understanding level of the provided information". can.

Ideally, it is desirable to completely clear (reach 70 points or more) over all CE stages, but for example, when the total score, which is the total score, reaches 40 points (predetermined achievement level), the next CE It may be possible to enable information provision activities on the stage (update of CE stage).

In addition, it is not necessary to carry out information provision activities at all of the prepared CE stages, and in some cases, necessary information provision activities may be given priority in response to a request from customer Y00. .. In addition, it is possible to flexibly respond by omitting some CE stages according to the request and situation of the customer Y00.

For quantification, a material list that defines the content necessary for reaching the CE stage, the material for providing the content, and the channel for providing the material may be prepared.

In the material list, the content and the material are always linked in the CE stage. For example, a material is associated with content that should be conveyed in arbitrary units (pages, paragraphs, lines, video chapters, etc.).

If the material is registered in the electronic system, an arbitrary serial number is assigned and linked to the system log.

The calculation unit 100 is for providing the customer with new information under the optimum conditions, and the details will be described later.

FIG. 2 shows a configuration example of each table Tb1, Tb2, and Tb3 in the customer development unit 10 (note that each unit of the control system 10A and the analysis unit 17 of the customer development unit 10 shown in FIG. 1 are shown. Is omitted).

In the CE score table Tb3, for example, as shown in FIG. 2, the scores quantified by the quantification unit 13 are aggregated and recorded for each CE stage. Although the details will be described later, the aggregation result (total score) for each CE stage is recorded together with the flag information according to the aggregation result.

The communication log table Tb2 is managed by the communication log table management unit 11. For example, as shown in FIG. 2, the communication log table Tb2 is configured to record the results of information provision activities for each customer Y00 of the information provider J1. ing. The log table Tb2 includes an area (CE stage) Tb21 for recording the activity CE stage as a result of the information providing activity, and an area (content) Tb23 for recording the content (content code) of the corresponding communication information. .. In addition, an area (date) Tb22 that records the provision date and time as a date and time log, an area (communication) Tb24 that records a channel that is the type of corresponding content, and an area (status) that records the degree of customer utilization for the provision information. ) Tb25 is further provided.

As shown in FIG. 2, for example, the scoring table Tb1 is used for scoring the degree of understanding of how much the customer understands for each channel of communication information provided, and is quantified. It is managed by the unit 13. The scoring table Tb1 includes an area (communication) Tb11 for storing a channel of communication information and an area (status) Tb12 for storing the degree of utilization for each channel. Further, an area (score) Tb13 for storing numerical values (quantified data) assigned according to the degree of utilization is further provided. The numerical value of the score Tb13 is shown by, for example, a numerical value (0 to 100) per 100 points, and is configured to be preset by the information provider J1.

The CE score table Tb3 is managed by the CE score table management unit 15. For example, as shown in FIG. 2, the total score (additional score) which is the result of scoring is calculated for each active CE stage (Tb31). A recording area Tb32 for recording is provided. Further, a recording area Tb33 for recording an index corresponding to the total score as flag information is provided.

In the communication log table Tb2, one attribute (channel) of the content of the communication information to be provided is "telephone", and the degree of utilization (status) in that case is "call". In addition, one channel of the content of communication information for providing information is "e-mail (e-mail)", and the status in that case is "Open (open) / URL click (search)". In addition, one channel of the content of communication information that provides information is "Web (lecture)", and the status in that case is "Viewed (viewed) / Joined (participated)".

On the other hand, in the scoring table Tb1, "100" is assigned to "Call", for example, as a score. Further, "Open" is assigned, for example, "20" as a score, and "URL click" is assigned, for example, "40" as a score. Further, "Viewed" is assigned, for example, "60" as a score, and "Joined" is assigned, for example, "80" as a score.

In the present embodiment, as a guideline for estimating the customer's status with respect to communication information, for example, since it is effective to directly provide information by "telephone" to raise the status, "Call" is used. "100" is assigned as the score. Next, since it is effective to actively participate in lectures on sites such as "Web", for example, "Joined" has a score of "80", and "Viewed" has a score of "Viewed". "60" is assigned as a score. Next, in providing information by "email" or the like, the degree of interest is estimated from the operation of the customer's customer terminal (for example, an IT channel such as a PC or mobile phone), and for example, "URL click" in which interest is estimated. Is assigned a score of "40". In addition, "20" is assigned as a score to "Open", which is difficult to estimate and is of interest, such as just opening an email.

On the other hand, in the CE score table Tb3, for example, if the total score of the recording area Tb32 for each CE stage (Tb31) is "80" or more, it is considered that the customer's understanding is sufficient, and the flag information recording area Tb33 is set. Set to "green". Further, if the total score of the recording area Tb32 is "40" or more and less than "80", it is assumed that the understanding level of the customer Y00 is a little more than sufficient, and the flag information recording area Tb33 is set to "yellow". If the total score of the recording area Tb32 is less than "40", the customer's understanding is insufficient, and the flag information recording area Tb33 is set to "red".

By providing the flag information recording area Tb33 and displaying it in different colors, the information provider J1 can determine at a glance the degree of understanding of the customer Y00 for the provided information.

In each table Tb1, Tb2, Tb3, the file format may be any format, and may be, for example, a CSV (Comma-Separated Values) file, an Excel file, or a text file.

Further, the data in each table Tb1, Tb2, Tb3 may be generated through a single or a plurality of IT systems or tools. That is, even if a different IT system is installed for each channel or a system for manually inputting data is adopted, it is possible to integrate and manage data of multiple channels as long as the data log can be acquired. ..

Further, regardless of the tables Tb1, Tb2, and Tb3, the data may be operated in either a cloud format or an on-premises format, and data automatically or manually generated on a desired server may be generated at an arbitrary frequency (for example, 1). It may be updated once a day).

In FIG. 1, the analysis unit 17 of the customer development unit 10 analyzes the contents (results of scoring) of the CE score table Tb3 managed by the CE score table management unit 15. For example, based on the total score of the recording area Tb32, the analysis unit 17 provides communication information to be newly provided to the customer Y00, such as a tool (utilization channel) according to the channel necessary for encouraging the purchasing behavior of the customer Y00. , Propose to the proposal unit 20. At that time, the analysis unit 17 determines whether or not to update the CE stage based on the result of the analysis.

The proposal unit 20 controls the provision unit 30, which will be described later, based on the analysis result of the analysis unit 17 and the data from the content management repository 60.

The providing unit 30 is controlled by the proposal unit 20 depending on which tool is used to provide the subsequent information. For example, "face-to-face" 31, "telephone" 33, "email" 35, "website" 37, etc. It has five channels of "DM (Direct Mail)" 39. That is, when the channel of communication information to be newly provided is, for example, "Shop" which is explained verbally when visiting a store or the like, "face-to-face" 31 of the provision unit 30 is selected as the utilization channel and is sent to the customer Y00. Information will be provided. Similarly, when the channel of communication information to be newly provided is, for example, "Tel" by telephone, the "telephone" 33 of the provision unit 30 is selected as the utilization channel and the information is provided to the customer Y00. Similarly, when the new communication information channel to be provided is, for example, "Email" by e-mail or the like, "e-mail" 35 of the provision unit 30 is selected as the utilization channel to provide information to the customer Y00. Will be done. Similarly, when the channel of communication information to be newly provided is, for example, "Web" by a Web page or the like, the "Web site" 37 of the provision unit 30 is selected as the utilization channel and the information is provided to the customer Y00. Will be done. Similarly, when the channel of communication information to be newly provided is, for example, "DM" by direct mail, "DM" 39 of the provision unit 30 is selected as the utilization channel and information is provided to the customer Y00. ..

Which channel is selected can be automatically controlled according to the analysis result. Alternatively, the channel can be selected by the information provider J1 manually switching the CRM (Customer Relationship Management) system or the like based on the contents of the CE score table Tb3 (analysis report or the like).

The data collection server 40 collects the reaction (degree of utilization) of the customer Y00 to the information provision as a status. The data collection server 40 supplies the collected status to the communication log table management unit 11 that manages the communication log table Tb2, for example, based on the customer information (described later) from the connected customer management server 50.

The customer management server 50 manages various customer information (identification information / user information) related to some customers Y00, and supplies customer information of each customer Y00 to, for example, the data collection server 40. ..

The content management repository 60 is a database (DB) that manages various contents, is updated by an administrator described later, and supplies necessary contents and the like to the proposal unit 20 as appropriate.

In this way, the degree of utilization of the customer Y00 for the communication information provided is collected as a status via the data collection server 40 and further quantified. Then, by reflecting the result of the communication information to be newly provided to the customer Y00, more effective support can be provided in the development of the customer Y00.

Here, with reference to FIG. 2, the analysis process in the analysis unit 17 will be described with an example.

For example, in the CE stage CE01, it is assumed that an information providing activity by "telephone" is performed for the customer Y00, and as a result, the status of "Call" is obtained. As a result, the total score of the recording area Tb32 of the CE score table Tb3 is set to "100", and the recording area Tb33 of the flag information is set to "green".

Then, in the analysis unit 17, first, it is determined that the customer Y00 has a sufficient understanding of the CE stage CE01 from the total score of the recording area Tb32 of the CE score table Tb3 and the situation of the recording area Tb33 of the flag information. Therefore, as the next CE stage, information provision activities at the CE stage CE02 will be newly carried out.

For example, in the CE stage CE02 (1), it is assumed that the information provision activity by "email" is performed to the customer Y00, and as a result, the status of "Open" is obtained. In this case, the total score of the recording area Tb32 of the CE score table Tb3 is "20", and the recording area Tb33 of the flag information is "red" (not shown).

Then, the analysis unit 17 determines that the customer Y00's understanding of the CE stage CE02 (1) is insufficient based on the total score of the recording area Tb32 of the CE score table Tb3 and the status of the flag information recording area Tb33. To. In this case, it is determined that it is essential to provide the same communication information as the communication information to be newly provided in order to clear the CE stage CE02. Therefore, as the next CE stage, the information providing activity in the CE stage CE02 (2) will be repeated.

For example, in the CE stage CE02 (2), it is assumed that an information providing activity by "Web" is performed for the customer Y00, and as a result, the status of "Joined" is obtained. In this case, the total score of the recording area Tb32 of the CE score table Tb3 is set to "100 (20 + 80)", and the flag information recording area Tb33 is set to "green".

Then, the analysis unit 17 determines that the customer Y00 has a sufficient understanding of the CE stage CE02 from the total score of the recording area Tb32 of the CE score table Tb3 and the status of the recording area Tb33 of the flag information. Therefore, as the next CE stage, the information providing activity at the CE stage CE03 will be repeated.

For example, in the CE stage CE03, it is assumed that an information providing activity by "Web" is performed for the customer Y00, and as a result, the status of "Viewed" is obtained. In this case, the total score of the recording area Tb32 of the CE score table Tb3 is "60", and the recording area Tb33 of the flag information is "yellow".

In the analysis unit 17, it is determined that the customer Y00's understanding of the CE stage CE03 is somewhat insufficient based on the total score of the recording area Tb32 of the CE score table Tb3 and the status of the flag information recording area Tb33. Originally, according to this determination, the information providing activity at the CE stage CE03 is repeatedly performed as the next CE stage.

That is, as the communication information to be newly provided, it is determined that it is essential to provide the same communication information in order to clear the CE stage CE03. Then, as the next CE stage, an information providing activity will be performed at the CE stage CE03 (2) (not shown).

On the other hand, in the analysis unit 17, it is determined that a certain degree of understanding is recognized, although it is somewhat insufficient, from the total score of the recording area Tb32 of the CE score table Tb3 and the situation of the recording area Tb33 of the flag information. To. As a result, the CE stage CE03 will be updated, and information provision activities at the CE stage CE04 will be possible as a new CE stage.

For example, in the CE stage CE04, it is assumed that an information providing activity by "email" is performed for the customer Y00, and as a result, the status of "URL click" is obtained. In this case, the total score of the recording area Tb32 of the CE score table Tb3 is "40", and the recording area Tb33 of the flag information is "red".

In the analysis unit 17, it is determined that the customer Y00 has insufficient understanding of the CE stage CE04 from the total score of the recording area Tb32 of the CE score table Tb3 and the status of the recording area Tb33 of the flag information. In this case, it is determined that it is essential to provide the same communication information as the communication information to be newly provided in order to clear the CE stage CE04.

Then, the information provider J1 selects communication information based on this result, for example, so that the degree of understanding of the CE stage CE04 reaches a predetermined degree of achievement. Then, the selected new communication information is provided to the customer Y00 as a new information providing activity (CE04 (2)) at the CE stage CE04.

As described above, in the CE stage CE04, the same communication information is repeatedly provided until the understanding level of the communication information to be provided reaches a predetermined achievement level. In this way, when the degree of understanding (total score) of the plurality of communication information provided reaches a predetermined degree of achievement, the CE stage CE04 is cleared and information provision activities at the next CE stage CE05 are possible. Will be.

As the similar communication information to be repeatedly provided, for example, at the CE stage, the communication information having the same content as the communication information already provided to the customer Y00 and having a different channel is selected. This makes it possible to effectively support the development of the customer Y00 by preventing the information known to the customer Y00 or the information of interest or uninterest from being simply repeatedly provided.

In addition, when it is recognized that the information provision in CE stage CE01 to CE04 of communication information has already been completed, priority is given to clearing CE stage CE04, and information provision activity is newly performed in CE stage CE05. It is also possible to do.

In any case, the contents of the CE score table Tb3 can be shared by a plurality of information providers J1.

FIG. 3 schematically shows a data management / processing process in the information providing system 1. Here, the case where the information provider J1 is composed of a person in charge of sales such as Jb1 and its manager Ja1 is illustrated.

The channels include, for example, face-to-face (1 to 1) 30a, email / SNS (company) 30b, email / SNS (3rd vendor) 30c, face-to-face (1 to N) 30d, video distribution (1 to N) 30e, and so on. And, a website (PC / mobile phone, etc.) 30f is prepared. In addition, the recording area of log data is face-to-face (1 to 1) Tb2a, email / SNS (in-house) Tb2b, email / SNS (3rd vendor) Tb2c, face-to-face (1 to N) Tb2d, video distribution (1 to N). ) Tb2e, website (PC / mobile phone, etc.) Tb2f.

Then, the analysis process in the analysis unit 17 is performed by the administrator Ja1, and as a result of the analysis, the analysis report LPa for the administrator Ja1, the analysis report LPb for the person in charge Jb1, and the analysis report for the customer Y00 are performed. LP0 and are issued.

FIG. 4 is a chart showing the data management / processing process shown in FIG.

As shown in FIG. 4, the administrator Ja1 updates customer information, formulates an information provision plan and distributes content, provides information to customer Y00 and records it, analyzes the history of information provision activities, and updates the CE stage. Then, the analysis result (analysis report LPa) is confirmed. It should be noted that the update of customer information, the formulation of information provision plans, and the distribution of contents are performed based on the results when the analysis report LPa is confirmed.

The person in charge Jb1 selects contents and channels based on the CE stage of the customer Y00, provides information to the customer Y00 and records the information, and confirms the analysis result (analysis report LPb). The content and channels 30a to 30f selected based on the CE stage of the customer Y00 are selected based on the result when the analysis report LPb is confirmed.

Information provision to the customer Y00 by the administrator Ja1 and the person in charge Jb1 and recording thereof are performed according to the content selected by the person in charge Jb1 and the selection result of the channels 30a to 30f. As a result, information provision and video distribution by face-to-face with the customer Y00 of the person in charge Jb1 can be simultaneously performed with a plurality of (for example, N people) customers Y00, not by one-to-one.

The customer Y00 receives the information provided and confirms the analysis result (analysis report LP0).

(One Example)
Next, an embodiment of the information providing system 1 will be specifically described. As an embodiment, a case where an appeal activity (information providing activity) for encouraging a customer to purchase an automobile (purchase) is performed in the automobile sales will be described.

FIG. 5 shows a list of CE stages by taking automobile sales as an example. Further, FIG. 5 is an example in which the CE stage list is set as a customer unit. The business operator Jb1 is, for example, a person who belongs to the AA sales office and performs information provision activities to each customer Y00 (Y01 to Y05).

In the CE stage list, for example, as shown in FIG. 5, the achievement level (% display), the contents of each CE stage CE00, and the available utilization channels (access_Flag / utilization data) are shown for each CE stage CE00. ) And Is set for each customer Y00.

As an example, when the "customer name Y02" is the customer Y00 (customer Y02), the CE stages CE01 to CE10 are assigned in order to achieve the desired purpose / goal of purchasing an automobile. In the CE stage CE01, the degree of achievement is "given" for the solicitation information that says "I know our company". In the CE stage CE02, the degree of achievement is "verified (20%)" for the solicitation information that "knows the existence of an authorized dealer (dealer) of the sales vehicle". In the CE stage CE03, the achievement level is "33%" for the solicitation information that "I know that the sales vehicle is equipped with the world's highest level technology". In the CE stage CE04, the achievement level is "0% (blank)" for the solicitation information that "knows the lineup of sales vehicles (color and model variations)". In the CE stage CE05, the achievement level is "0%" for the solicitation information that "knows the price of the sales vehicle". In the CE stage CE06, the achievement level is "0%" for the solicitation information that "knows that used sales cars are being traded at high prices". In the CE stage CE07, the achievement level is "0%" for the solicitation information that "I know that the sales car is the size that can fit in the garage". In the CE stage CE08, the achievement level is "0%" for the solicitation information that says "I have already purchased a sales car". In the CE stage CE09, the achievement level is "0%" for the solicitation information that "I have been using the sales car for many years". In the CE stage CE10, the achievement level is "37%" for the solicitation information that "recommends a sales car to an acquaintance".

In the list, for example, "given" is given to the CE stage that seems to have already cleared the content of the solicitation information to be provided from the background and history of the customer Y02. Further, "verified" is given to the CE stage whose understanding level of the customer Y02 has been verified in advance by a predetermined verification method.

As channels, "Shop", "Tel", "Web", "Email", and "DM" are prepared in advance. Then, the customer Y02 declares the record of visits (visits) to "Shop", the registration of telephone numbers for "Tel", and the registration of site members for "Web". It has been (registered). Similarly, the presence or absence of the address registration by the customer Y02 is declared for "Email" and the address registration is reported for "DM".

In addition, in the list, in CE stages CE01 to CE10, when providing the contents of the CE stage as solicitation information, which channel "Shop", "Tel", "Web", "Email", "DM" is used. Information (utilization channel data) indicating whether or not is possible is registered in advance. For example, in the CE stage CE05, when trying to provide the contents of the CE stage to the customer Y02 as solicitation information, it is possible to provide information from this list by utilizing channels such as "Shop" and "Email". , Can be understood as effective.

FIG. 6 shows each CE stage CE01 to CE10 in the CE stage list shown in FIG. 5 expanded (mapped) into a map.

Here, an example is given in which the contents of each CE stage CE01 to CE10 are expanded in order, but the present invention is not limited to this, and the contents can be appropriately rearranged according to the degree of understanding of the customer Y02, for example. be.

In addition, the contents of CE stages CE01 to CE10 are not limited to the above, but "know the average delivery time", "have already obtained a quotation", or "contracted and lump-sum payment". It may provide solicitation information such as "payment has been completed" in stages.

FIG. 7 is an example in the case where the CE stage list is set as the person in charge in the automobile sales.

That is, in FIG. 7, all of the customers Y00 (for example, customer names Y01 to Y05) for which the person in charge Jb1 is the sales target (TG) are displayed in a list.

As is clear from FIG. 7, for example, in the case of the customer Y02 in which the person in charge Jb1 is in charge of sales, the degree of achievement for the CE stage CE01 with the content of "knowing our company" is "given", and the CE stage CE02. The degree of achievement is "verified (20%)". Further, in the case of CE stage CE03, the degree of achievement is "33%", and in the case of CE stage CE10, the degree of achievement is "37%". Each of the other CE stages CE04, CE05, CE06, CE07, CE08, CE09) has an achievement level of "0% (blank)".

Similarly, for example, in the case of customer Y01, the achievement level of CE stage CE01 is "verified (40%)", and the achievement levels of each CE stage CE02 and CE03 are "50%" and "54%", respectively. It has become.

Similarly, for example, in the case of customer Y03, the achievement level of CE stage CE01 is "verified (0%)", and the achievement levels of each CE stage CE04 and CE05 are "10%" and "19%", respectively. It has become.

Similarly, for example, in the case of customer Y04, the achievement level of each CE stage CE01 and CE02 is "given", and each CE stage CE04, CE06 and CE08 are "80%" and "80%", respectively. The achievement level is "16%".

Similarly, for example, in the case of customer Y05, the CE stages CE05, CE07, and CE10 have achieved "20%", "77%", and "80%", respectively.

Further, in this list, as shown as a legend in FIG. 5, it is also possible to aggregate and display the number of customers 01 to Y05 for each CE stage CE01 to CE10 for each achievement level (for example, 4 stages). be.

For example, in the case of the CE stage CE01 with the content of "knowing our company", the achievement level of the customers Y01 and Y03 is "verified", the achievement level of the customers Y02 and Y04 is "given", and the customer Y05. Achievement level is "0%". From this, the number of people whose achievement level is "verified + given" is "4 people", and other than that, "80% or more", "less than 80%, 40% or more", "less than 40%". The number of people is "0".

As described above, the CE stage can be displayed in a visually different format such as a list screen, a map screen, a customer, or a person in charge, and the analysis results of the administrator Ja1 and the person in charge Jb1 can be viewed. It can be appropriately selected according to the person and the purpose of use thereof. It is also possible to display the progress of each CE stage in different colors according to the degree of achievement (for example, 4 stages).

The CE stage list can be presented to the customer Y00 as an analysis report, and can be used to draw out the independence of the customer Y00 in order to achieve the desired purpose / goal as necessary. It may be used for verification of the achievement level of the CE stage by a third party.

In one embodiment, for example, as shown in FIG. 6, since the achievement level of the CE stage CE03 is 33%, it is originally desirable that the information providing activity at the CE stage CE03 is repeated.

The CE stage CE10 is, for example, an example in which necessary solicitation information is provided in response to a request from the customer Y00, prioritizing the CE stages CE04 to CE09.

CE stages CE01 to CE10 may be scored for multiple CE stages at the same time.

Further, in the case of a CE stage that is unlikely to be cleared by repeated information provision activities, it is possible to positively change the channels that can be used, the contents, the CE stage, and the like.

In particular, the CE stage of one embodiment is not limited to the 10 stages of CE01 to CE10, and for example, the situation of customer Y00 (changes in economic conditions and tax system, etc.), the circumstances of manager Ja1 or person in charge Jb1, etc. It can be increased or decreased according to the situation.

8A to 8D show customer information concretely by taking automobile sales as an example.

As customer information, for example, as shown in FIG. 8A, "customer_Idname", "customer_Id", "customer_Name", "customer_Name2", "facility_Id", and "facility" _Name) ”is provided for each customer Y00. "Customer_Idname" is the customer name, "Customer_Id" is the customer's ID, "Customer_Name" is the customer's gender, and "Customer_Name2" is the customer's name. The ID of the facility (workplace, etc.) is registered in "Id", and the name of the facility (workplace name, etc.) is registered in "facility_Name".

Further, as customer information, for example, as shown in FIG. 8B, "charge_Id", "charge_Name", "affiliation organization_Name", and "access_Flag" are provided for each customer Y00. Will be. "Responsible_Id" is the ID of the person in charge (sales person), "Responsible_Name" is the name of the person in charge, and "Affiliated organization_Name" is the name of the affiliated organization (sales office name). Whether or not there is a utilization channel that can be utilized is registered in "Flag".

Further, as customer information, for example, as shown in FIGS. 8C and 8D, "CE_Score", "given_Flag", and "verified_Flag" are provided for each customer Y00. "CE_Score" is the achievement level for each CE stage, "Given_Flag" is "Given" for the CE stage achieved by "Given", and "Validated_Flag" is achieved. "Verified" is registered for each CE stage that can be verified.

In FIGS. 8A to 8D, the contents of the CE stage described above are reflected in "CE_Score", "given_Flag", and "verified_Flag" (see, for example, FIG. 7). ).

FIG. 9 shows an example of registration of a perfect score for each CE stage in the case of automobile sales.

The perfect score is a standard for determining whether or not the solicitation information provided is provided in each CE stage CE01 to CE10. For example, "100" is used as "CE_Score". It is supposed to be registered.

For example, "100" is registered in "CE_Score" for all CE stages CE01 to CE10.

FIG. 10 shows the result of information provision activity (relationship between status by channel and earned score) by taking automobile sales as an example.

Here, for example, as shown in FIG. 10, "Channel_Id", "Channel_Name", "Status_Sys_Id", "Status_Id", "Status_Name", and "Score_Full" are associated with each other.

The "Channel_Id" is an ID for identifying a channel, and for example, "Shop", "Tel", "Web", "Email", and "DM" are prepared.

"Channel_Name" is a name assigned to each channel. For example, "Store" for "Shop", "Telephone" for "Tel", "Web Page" for "Web", and "Email" for "Email". However, "direct mail" is associated with "DM".

"Status_Sys_Id" is a unique code in each IT system (not shown) that manages the provision of contents. For example, one of "m / x" for "Shop", one of "tc / tnc" for "Tel", and "wi / wo / wr" for "Web". Are associated with each other. Further, any of "1ec / 1en / 1enn / 0rtn" is associated with "Email", and any of "m1 / m2 / m3" is associated with "DM".

The "Status_Id" is an ID for identifying the status, and corresponds to the reaction of the customer Y00 to the information provision (the result of the information provision activity by the channel). For example, "Visit" is associated with "m" of "Shop", and "NoVisit" is associated with "x". For example, "Connected" is associated with "tc" of "Tel", and "Not Connected" is associated with "tnc". For example, "Inquirey" is associated with "wi" of "Web", "Operation" is associated with "wo", and "Read" is associated with "wr". Also, "Click" for "1ec" of "Email", "Open" for "1en", "NotOpen" for "1enn", and "0rtn" for "0rtn". NoAddress ”is associated with each other. Further, "Entry" is associated with "m1" of "DM", "Receve" is associated with "m2", and "Return" is associated with "m3".

"Status_Name" is a name assigned to each status. For example, "Visit" corresponds to "visited" and "No Visit" corresponds to "not visited". In addition, "Connected" corresponds to "I was able to make a call", and "Not Connected" corresponds to "I could not make a call". In addition, "Inquirey" corresponds to "request execution", "Operation" corresponds to "content operation", and "Read" corresponds to "display only". Further, "Click" corresponds to "URL click", "Open" corresponds to "opened", "NotOpen" corresponds to "unopened", and "NoAddress" corresponds to "destination unknown". In addition, "Entry" corresponds to "campaign application", "Receve" corresponds to "receipt", and "Return" corresponds to "destination unknown".

"Score_Full" is a score for addition according to the status, and is a result scored by using, for example, the scoring table Tb1 shown in FIG. For example, "80" is assigned to "Visit" and "0" is assigned to "NoVisit". Further, "60" is assigned to "Connected" and "0" is assigned to "Not Connected". Further, "50" is assigned to "Inquirey", "40" is assigned to "Operation", and "30" is assigned to "Read". Further, "40" is assigned to "Click", "20" is assigned to "Open", "0" is assigned to "NotOpen", and "0" is assigned to "NoAddress". Further, "40" is assigned to "Entry", "20" is assigned to "Receve", and "0" is assigned to "Return".

Note that "Score_Full" and "Channel_Id" are examples, and can be arbitrarily set by the administrator Ja1 for example.

11A and 11B show the registration of contents by taking automobile sales as an example.

In content registration, for example, as shown in FIGS. 11A and 11B, "Channel_Id", "Contents_Sys_Id", "Contents_Name", "Contents_time", "CE_Id", and "CE_Name" are associated with each other. Has been done.

"Channel_Id" is an ID for identifying a channel, and "Shop", "Tel", "Web", "Email", and "DM" are prepared.

"Contents_Sys_Id" is a code unique to each IT system that manages contents. For example, one of "Presentation Materials 03-10" for "Shop", one of "Tel601 / Tel603" for "Tel", and "z0102 / z0103 /" for "Web". Any of "z0104" is associated with each other. Further, any of "mail0a1b / mail0a2b" is associated with "Email", and any of "DM0901 / DM0902 / DM0903 / DM0904" is associated with "DM".

"Contents_Name" is a name given to each content. For example, "Presentation Material 03" is regarded as an "automatic driving experience meeting" at a store, "Presentation Material 04" is regarded as a "color sample and model display vehicle" at a store, and "Presentation Material 05" is regarded as a "presentation material 05" at a store. It is said to be a "price list and total acquisition cost simulation". In addition, "Presentation Material 06" is referred to as "Introduction of Used Price Guarantee Program" at the store, "Presentation Material 07" is referred to as "Recommended Garage Size Guide" at the store, and "Presentation Material 08" is referred to as "Presentation Material 08" at the store. The latest information on delivery dates. " In addition, "presentation material 09" is referred to as "introduction of replacement program" at the store, and "presentation material 10" is referred to as "notice of acquaintance introduction privilege" at the store. In addition, "Tel601" is said to be "customer-only year-end sale information" by telephone, and "Tel603" is said to be "information provision before news release of new models" by telephone. In addition, "z0102" is a "map of a nearby authorized dealer" on a web page, "z0103" is a "autonomous driving demo video" on a web page, and "z0104" is a "color & & color" on a web page. Model image 360 degree simulation ". In addition, "mail0a1b" is said to be "special color addition news" by e-mail, and "mail0a2b" is said to be "information on a limited-time loan program" by e-mail. In addition, "DM0901" is referred to as "Notice of event to commemorate the establishment of a Japanese corporation" by direct mail, and "DM0902" is referred to as "Notice of dealers in Tokyo" by direct mail. In addition, "DM0903" is said to be "introduction of the latest automatic driving function" by direct mail, and "DM0904" is said to be "introduction of model" by direct mail.

"Contents_time" is, for example, the estimated number of seconds required to understand the contents of each content. For example, in the case of "autonomous driving experience meeting", it is set to "300", in the case of "color sample and model display car", it is set to "180", and in the case of "price list and total acquisition cost simulation", it is set to "120". It is said that. Also, in the case of "Introduction of used price guarantee program", it is set to "120", in the case of "Recommended garage size guide", it is set to "240", and in the case of "Latest information on delivery date", it is set to "120". There is. Further, in the case of "introduction of replacement program", it is set to "240", and in the case of "notice of acquaintance introduction privilege", it is set to "240". In addition, it is set to "120" in the case of "customer-only information on year-end sale" and "120" in the case of "providing information before news release of new models". In addition, it is set to "30" in the case of "Map of a nearby authorized dealer", "60" in the case of "Automated driving demo video", and "120" in the case of "Color & model image 360 degree simulation". It is said that. In addition, "Special color additional news", "Information on limited-time loan program", "Notice of event to commemorate the establishment of Japanese corporation", "Notice of dealers in Tokyo", "Introduction of latest automatic driving function", and " In the case of "model introduction", it is set to "1".

“CE_Id” is an ID for identifying the corresponding CE stage. For example, "Presentation Material 03" is set to "CE03", "Presentation Material 04" is set to "CE04", and "Presentation Material 05" is set to "CE05". Further, in the case of "presentation material 06", it is "CE06", in the case of "presentation material 07", it is "CE07", and in the case of "presentation material 08", it is "CE08". Further, in the case of "presentation material 09", it is set to "CE09", and in the case of "presentation material 10", it is set to "CE10". Further, in the case of "Tel601", it is set to "CE08", and in the case of "Tel603", it is set to "CE09". Further, in the case of "z0102", it is "CE02", in the case of "z0103", it is "CE03", and in the case of "z0104", it is "CE04". Further, in the case of "mail0a1b", it is set to "CE04", and in the case of "mail0a2b", it is set to "CE05". Further, in the case of "DM0901", it is "CE01", and in the case of "DM0902", it is "CE02". Further, in the case of "DM0903", it is "CE03", and in the case of "DM0904", it is "CE04".

"CE_Name" is the content (reference) that customer Y00 should understand at each CE stage. For example, the content of "CE01" is "I know our company", and the content of "CE02" is "I know the existence of an authorized dealer (dealer) of a sales vehicle". The content of "CE03" is "I know that the sales car is equipped with the world's highest level technology", and the content of "CE04" is "I know the lineup of sales cars". The content of "CE05" is "I know the price of the sales car", and the content of "CE06" is "I know that the used car for sale is traded at a high price". The content of "CE07" is "I know that the sales car is the size that fits in the garage", and the content of "CE08" is "I have already purchased the sales car". The content of "CE09" is "I have been using a sales car for many years", and the content of "CE10" is "I recommend a sales car to an acquaintance".

In this way, the time (Contents_time) required to understand the content of the content corresponding to each content code (Contents_Sys_Id) is set in advance by, for example, the administrator Ja1.

12A and 12B show a method of managing logs associated with information providing activities, taking automobile sales as an example.

For example, "Log_time", "Customer_Id", "Contents_Sys_Id", "Status_Sys_Id", "Status_time", "Customer_Idname", "CE_Id", "Contents_time", "Status_Id", "Score_Full", "Status_impact", And, "Score" is associated as a log.

"Log_time" is the date of activity, and "Status_time" is the number of seconds required to understand the contents of the CE stage. "Status_impact" is the implementation rate (Status_time ÷ Contents_time), and "Score" is the degree of achievement calculated from "Score_Full" and "Status_impact".

As is clear from FIGS. 12A and 12B, it is easy to understand (achieve) each customer Y00's CE stages CE01 to CE10 based on the "Score" calculated from "Score_Full" and "Status_impact". Can be inferred.

For example, suppose that a customer Y03 having a customer_Id of "1003" and a customer Y05 having a customer_Id of "1005" are attempted to provide information by "presentation material 10" at the time of a visit. However, on 2018/12/10 (Log_tome), customer Y03 did not visit the store (Status_Sys_Id is "x"), and in the end, only the visiting customer Y05 was invited to set the CE stage to CE10. Is provided (Status_time is "300").

As a result, the "Score" corresponding to the "presentation material 10" of the customer Y03 is "0", and the "Score" corresponding to the "presentation material 10" of the customer Y05 is "80". Therefore, it can be easily determined that at least the customer Y05 has a sufficient level of understanding of the CE stage CE10.

Next, the arithmetic unit 100 of FIG. 1 will be specifically described with reference to FIGS. 13 to 30. Note that FIG. 13 is a block diagram showing a configuration example of the calculation unit 100, and FIG. 14 is a diagram showing a list of functions (calculation list) that can be calculated by the calculation unit 100.

Further, in the present embodiment, for example, it is used as a logic for optimizing information (solicitation information) to be newly provided to a customer by reviewing it according to the degree of development (understanding) of the customer. The availability of possible channels and the selection of recommended content will be explained as an example. In addition, calculation of time zone for using information terminals, calculation of time zone for face-to-face activities (business), addition or subtraction of channel score, addition or subtraction of target score (stage score) of CE stage, addition or subtraction of content index Let's take an example. In addition, the need for other CE stages to reach the target CE stage (achieve milestones), determine customer development order, calculate activity cost effectiveness, notify activity alerts, detect fraudulent (fake) source logs, And, the aggregation of the common customer code will be described as an example.

(Available channels available)
In the calculation unit 100, in the calculation area 101 of the available channel, for example, based on the result of the information provision activity recorded in the communication log table Tb2, the record that the face-to-face or telephone contact for the information provision activity with the customer is established. If there is, processing such as setting the flag information of availability of the corresponding channel to Yes and providing it to the proposal unit 20 is performed. For example, as shown in FIG. 15, for the customer A whose activity on the channel P is established and the activity on the channel Q is not established, the flag information of the channel P is set to Yes and the flag information of the channel Q is set to Yes based on the result. Is set to No. Similarly, for the customer B whose activity on the channel P is unsuccessful, the flag information of the channel P is set to No.

In this way, by reflecting the result of the information provision activity as the availability of available channels, it is possible to easily determine for each customer whether or not the channel can be used at the time of proposal by the proposal department 20 in the subsequent information provision activities. Become. Therefore, for example, for customers who do not have a personal computer, it is possible to automatically select information provision activities on channels such as telephones and DMs.

(Selection of recommended content)
In the calculation area 102 of the recommended content, for example, as shown in FIG. 16, the content code (Contents_Sys_Id) associated with the unachieved CE stage is set to the customer based on the status of the customer according to the result of the information providing activity. Processing such as providing to the proposal unit 20 as a contact point (face-to-face or IT channel) in the subsequent information providing activities is performed. This enables automation, such as the ability to automatically select the optimal content to be provided at the unachieved CE stage or the next CE stage.

(Calculation of time zone for using information terminals)
In the calculation area 103 of the time zone of using the information terminal, for example, as shown in FIG. 17, the use of the customer terminal for each customer according to the actual operation time zone of the customer terminal based on the result of the information providing activity (date and time log). Processing such as extracting a possible time zone and providing it to the proposal unit 20 is performed. In this way, by grasping the available time zone of the customer terminal for each customer, the subsequent information providing activity can be effectively performed by aiming at the time zone when the customer frequently uses the customer terminal.

(Calculation of time zone for face-to-face activities)
In the calculation area 104 of the time zone of the face-to-face activity, as shown in FIG. 18, for example, based on the result of the information providing activity (date and time log), the face-to-face possible time zone for each customer is extracted and proposed according to the record of the actual visit time. Processing such as providing to the unit 20 is performed. In this way, by grasping the optimum time zone for the customer's visit, it is possible to effectively perform face-to-face information provision activities to the customer.

(Addition of channel score)
In the channel score calculation (addition) area 105, for example, as shown in FIG. 19, an addition score (score Tb13) according to the channel status for scoring is obtained from the customer status and the result of the information providing activity. Processing such as pulling up is performed. For example, if a customer whose achievement rate of the current CE stage is less than 100% contacts the content of the next CE stage, it can be judged that the content of the current CE stage has a high degree of understanding (cultivation) of the customer. The corresponding additional score (score Tb13) is raised.

(Subtraction of channel score)
In the channel score calculation (subtraction) area 106, for example, as shown in FIG. 20, processing such as lowering the added score according to the channel status for scoring from the customer status and the result of the information providing activity. Is done. For example, if a customer with a 100% achievement rate of the current CE stage contacts the content of the same CE stage again, it can be judged that the content of the current CE stage is not well understood by the customer. The price will be reduced.

That is, by increasing the added score of the scoring table Tb1 pre-allocated for scoring for content that is easy for a plurality of customers to understand, conversely, for content that is difficult to understand, it is pre-allocated. By reducing the added score obtained, the channel score is optimized based on the result of the information provision activity (update for optimization of quantified data).

(Addition of target score for CE stage)
In the calculation (addition) area 107 of the target score of the CE stage, for example, as shown in FIG. 21, processing such as raising the CE stage score (CE_Score) is performed based on the status of the customer and the result of the information providing activity. For example, if a plurality of customers with a 100% achievement rate of the CE stage contact the content of the same CE stage again, it can be judged that the content of the current CE stage has a low degree of understanding of the customer, so that the corresponding CE stage can be determined. The score will be raised.

(Subtraction of target score for CE stage)
In the calculation (subtraction) area 108 of the target score of the CE stage, for example, as shown in FIG. 22, processing such as lowering the CE stage score is performed based on the status of the customer and the result of the information providing activity. For example, if a plurality of customers whose achievement rate of the CE stage is less than 100% contact the content of the next CE stage, it can be judged that the content of the current CE stage has a high degree of understanding of the customer. The stage score will be reduced.

That is, by reducing the CE score (not shown) of the CE score table Tb3 for content that is easy for multiple customers to understand, and conversely, by increasing the CE score for content that is difficult to understand. The CE score is optimized based on the results of information provision activities (updated for optimization of quantified data).

(Addition of content index)
In the content index calculation (addition) area 109, for example, as shown in FIG. 23, the achievement rate of the CE stage in which the content of a common creator is used is 100% based on the customer status and the result of the information providing activity. When less than or less customers contact the content of the next CE stage, processing such as raising the score (not shown) of the content created by the creator in the CE score table Tb3 is performed.

(Subtraction of content index)
In the content index calculation (subtraction) area 110, for example, as shown in FIG. 24, the achievement rate of the CE stage in which the content of a common creator is used is 100% based on the customer status and the result of the information providing activity. When a customer of the same CE stage contacts the content of the same CE stage, a process such as lowering the score of the content created by the creator in the CE score table Tb3 is performed.

(Necessity of other CE stages to reach the target CE stage)
In the calculation area 111 of the CE stage condition for achieving a milestone, for example, as shown in FIG. 25, by extracting a common CE stage based on the status of the customer who achieved the milestone, it is essential to achieve the milestone. Processing such as providing the CE stage to the calculation area 102 of the recommended content is performed.

(Determining the order of customer development)
In the customer development order calculation area 112, for example, as shown in FIG. 26, the order of each customer is aggregated based on the status of the customer who has cleared the CE stage, so that the order of the CE stages is suitable for customer development. Is provided to the calculation area 102 of the recommended content, and the like is performed.

(Calculation of activity cost effect)
In the activity cost-effectiveness calculation area 113, for example, as shown in FIG. 27, the total score for each channel is obtained from the score acquired by the customer based on the result of the information providing activity, and the cost required for the total is obtained as the cost data 121. By being supplied, processing such as calculating the cost-effectiveness of activities for each channel is performed. The result of the activity cost-effectiveness calculation area 113 is provided to the proposal unit 20.

(Notification of activity alert)
In the activity alert calculation area 114, for example, as shown in FIG. 28, when the activity with the customer deviates from a certain cycle based on the result of the information providing activity (date and time log), the proposal unit 20 is notified. Etc. are performed.

(Detection of malicious source log)
In the calculation area 115 of the fraudulent source log, for example, as shown in FIG. 29, a source log of a similar pattern that appears unnaturally from the result of the information providing activity is a forged source log without actual activity. Processing such as detecting a certain possibility is performed. The result of the calculation area 115 of the rogue source log is provided to the proposal unit 20.

(Aggregation of common customer code)
In the calculation area 116 of the common customer code, for example, as shown in FIG. 30, a customer having the same attribute by using available key information for the same customer in a plurality of different information providing activities based on the customer status. If it can be identified as, processing such as calculating the most probable value (most probable value) of the status of the CE stage of the customer is performed. That is, beyond the boundaries of companies that are in the process of providing information, for example, the status of a common customer code is aggregated and provided to the proposal unit 20.

As described above, the calculation unit 100 appropriately determines the availability of available channels, selects recommended contents, and calculates the time zone for using the information terminal according to the result of the information provision activity up to that point and the status derived from the result. , Calculation of business hours, Addition or subtraction of channel score, Addition or subtraction of CE stage score, Addition or subtraction of content index, Necessity of other CE stages to achieve milestone, Determination of customer development order, Activities It is designed to calculate cost effectiveness, notify activity alerts, detect fraudulent source logs, and aggregate common customer codes.

Then, in order to ensure that the subsequent information provision activities are carried out under more optimal conditions, the newly provided information will be reviewed.

As described above, according to the first embodiment of the present invention, when the customer is individually trained to reach the purchasing behavior, the result of the information providing activity up to that point is objectively verified (to the customer). By conducting hearings, etc.) and reflecting it in subsequent information provision activities, it will be possible to optimize the content and channels of information that should be newly provided.

That is, by verifying the customer's information provision activities so far and updating the CE score according to the customer's understanding (achievement), the solicitation information to be newly provided to the customer is reviewed. ing. As a result, the activities in the subsequent information provision activities can be executed under the optimum conditions for each customer. Therefore, it is possible to provide more effective support for each CE stage in the process of developing customers in order to achieve the desired purpose / goal.

[Second Embodiment]
FIG. 31 is a block diagram showing a configuration example of the arithmetic unit 100 in the information providing system 1 to which the user development support system (Customer Engagement Manager) according to the second embodiment of the present invention is applied.

The same parts as those of the information providing system 1 shown in the first embodiment are designated by the same or similar reference numerals, and detailed description thereof will be omitted.

In this embodiment, for example, as shown in FIG. 31, four calculation areas 100A, 100B, 100C, and 100D are provided as the calculation unit 100.

(Identification of CE stages subject to effective validation)
The calculation area 100A is for specifying the CE stage that is the target of effective validation. For example, as shown in FIGS. 32 to 34, the validity of the understanding of the customer Y00 (here, the customer B) is determined. In order to secure it, the manager (third party) Ja1 analyzes the status of the unachieved CE stage and feeds it back (FB) to the person in charge Jb1.

For example, in the calculation area 100A for specifying the CE stage that is the target of effective validation, the channel at the time of information provision activity, the CE stage that is the target of validation, the attributes of the customer, and the degree of achievement for the desired purpose / goal are determined. As feature quantities, machine learning is performed from external information such as contact points with customers and market data (sales data) 123 so that CE stages CE02 and CE05 to be validated can be dynamically identified.

That is, it is not possible to directly approach by using the result of verifying whether or not customers A and C have reached the purchasing behavior, which is the final purpose of training, based on the market data 123 as the criteria for determining the necessity of validation. Alternatively, the unachieved CE stage of customer B, whose approach frequency is low, can be identified, and efficient CE stage validation can be performed.

As a result, in the information provision system 1 that quantitatively estimates the degree of understanding and achievement of the customer based on the information provided by the one-sided approach to the customer from the CE stage by a plurality of channels, the degree of understanding of the customer. In order to ensure the validity of the above, it is necessary for the person in charge Jb1 to obtain some FB information from the customer by communicating with the customer, so that the problem that the training efficiency of the customer is lowered can be solved.

For example, in order to ensure the accuracy (freshness, accuracy, objectivity, etc.) of the FB information required for validation, an administrator Ja1 other than the person in charge Jb1 or a third party who has no interest may directly interview the customer. It is necessary to judge the degree of achievement of the customer's CE stage by reviewing the analysis report LPa, etc., and it is possible to solve problems such as timely and inability to perform a large amount of validation.

(Realization of optimal validation according to information provision activities)
The calculation area 100B is for enabling optimum validation according to the information providing activity. For example, as shown in FIGS. 35 and 36, efficient validation is performed while ensuring the accuracy of FB information for each channel. It has become like.

For example, in the calculation area 100B for enabling the optimum validation according to the information providing activity, the activity support system (Jc1) is used and the optimum period for obtaining the FB information is set for each channel. The accuracy of FB information can be ensured.

That is, in obtaining FB information, for example, an interview (hearing) with customer Y00, an activity record in which the person in charge Jb1 manually or voice-inputs text data such as a report created after the information provision activity, and an interview. The accuracy of FB information can be ensured by analyzing face-to-face video recordings and telephone voice recordings by the activity support system Jc1 such as a recording system and a dialogue agent (automatic conversation program) utilizing AI (artificial intelligence).

Here, according to the result (see FIG. 36) when the analysis was performed with t = 0 at the end of the information providing activity, 0 to 0.125 FTE (full-) for each channel in one information providing activity. It was found that if validation can be performed within time equivalent), the scope of analysis can be minimized while ensuring validation accuracy of 70% or more.

In this way, by setting the necessity and period of obtaining the optimum FB information for each channel, it is possible to achieve both the efficiency of customer development and the efficiency of analysis. This solves the problem that the validation accuracy itself varies depending on the channel used to obtain FB information.

In particular, the report prepared by the person in charge Jb1 after the information provision activity largely depends on the literacy (document creation ability) of the person in charge. For this reason, there are cases where the text is not structural and easy to understand, or the information to be recorded is selected at the discretion of the person in charge Jb1. Further, since not only the content of the dialogue with the customer but also the facial expression, voice tone, and interval of the customer are subjectively judged, the problem that the accuracy and objectivity of the FB information cannot be guaranteed can be solved.

In addition, reports are often created after a certain period of time (for example, several hours) immediately after the actual information provision activity, and information may be lost or reported depending on the memory of the person in charge. It can solve the problem that fresh information cannot be shared with others in a timely manner due to the delay.

In addition, when information provision activities are carried out by IT systems such as dialogue agents and voice recognition agents, not only is it possible to accurately grasp the information provided based on the log data when answering questions, but also. It is known that an FB operation for selecting "useful", "not useful", "reason", etc. on the screen is performed. However, this FB operation can solve the problem that the customer's intended option cannot always be selected and the FB information cannot be obtained because the FB operation is not an essential operation performed by the customer in the first place.

(Effective particle size setting for CE stage)
The calculation area 100C is for setting an effective granularity of the CE stage, and as shown in FIGS. 37 and 38, for example, the channel at the time of information provision activity, the attributes of all CE stages and the customer Y00, and the desired purpose.・ Machine learning is performed based on the degree of achievement of the goal as a feature quantity, and the personalization of the CE stage (addition / deletion of information provision activities, division / integration of the CE stage, rearrangement of the CE stage, etc.) is dynamically performed. There is.

That is, in the calculation area 100C for setting the effective granularity of the CE stage, it is estimated from the market data 123 whether or not the customer A has reached the purchasing behavior which is the final purpose of the training, and it is necessary to personalize the CE stage CE04. By determining whether or not, the unachieved CE stage CE04 of the customer B who cannot be approached directly or is approached infrequently is identified, and the optimum grain size of the CE stage CE04 is determined.

For example, if the purchasing behavior of customer A is "Yes", the CE stage CE04 of customer B is divided into CE04-1 and CE04-2, which are finely grained, and the CE stage CE04 of customer B is divided into the customer B. It is possible to improve the efficiency of training. On the contrary, by integrating the CE stages CE04-1 and CE04-2 of the customer B along with the customer A integrated into the CE stage CE04 having a coarse grain size, it is possible to improve the efficiency of training for the customer B.

As a result, at the CE stage to be validated, the person in charge Jb1 and the manager Ja1 select the information provision activity that is important for developing the customer Y00 according to an arbitrary policy. Therefore, the customer Y00 Even if the degree of training does not match the degree of achievement, the profile of the CE stage (grain size, number, order, etc.) for each customer Y00 and the CE stage to be validated can be determined by the attributes, preferences, and goals of the customer Y00. By personalizing according to the degree of achievement, it becomes possible to flexibly respond to the changing needs of customer Y00.

In addition, if the customer does not understand the CE stage that is indispensable until the purchase behavior, which is the final purpose of training, some of the FB information obtained by the person in charge Jb1 is not directly related to the purchasing behavior. Therefore, the problem of inefficient customer development can be solved.

Further, even if FB information can be obtained, it is possible to solve the problem that it is not realistic to obtain FB information from all CE stages for all customers in consideration of practical effectiveness.

In addition, when optimizing such a CE stage, the person in charge Jb1 and the manager Ja1 are familiar with the tendency of the channel utilized by the target customer and the behavior pattern of the customer, or obtain FB information comprehensively. It is necessary to consider the timing of the operation, and the problem of heavy burden can be solved.

(Realization of effective customer development through influencers)
The calculation area 100D is for enabling effective customer development through influencers, and as shown in FIGS. 39 and 40, for example, the CE stage is set according to the relationship between the customer and the influencer and the degree of influence. Information provision activities recommended for each are selected.

That is, in the calculation area 100D for enabling effective customer development through influencers, for example, by selecting the information to be provided in the stage and the influencer for each CE stage, the target is targeted. It is possible to promote indirect training through influencers who have one or more common attributes with customers.

For example, when providing information as influencers IA and IB to customers who have already decided to purchase, even if the information to be provided is the same, the degree of understanding is higher than when the person in charge Jb1 provides the information. And it becomes possible to obtain persuasive power.

In this way, for example, other customers who have a one-way or two-way relationship with the customer Y00 are selected as influencers IA and IB, and information provision activities are performed through the influencers IA and IB. By doing so, more effective information provision activities will be possible.

Influencers IA and IB basically have one or more attributes in common with customer Y00, and have basic attributes (for example, gender, age, race, address, blood relationship, friendship) and society. It is desirable to select based on attributes (for example, company / organization, area of origin, school of origin, hobbies / tastes, behavioral characteristics).

Therefore, the desired purpose / goal such as purchasing behavior is achieved even though all CE stages have not reached the achievement level, or conversely, the desired purpose / goal is achieved even though all CE stages have reached the achievement level. It is possible to reduce problems such as the purpose / goal not being achieved. In addition, it is possible to shorten the time required to achieve the desired purpose / target.

As described above, according to the second embodiment of the present invention, when individually nurturing customers to reach purchasing behavior, objective verification (machine learning, etc.) is performed on the results of information provision activities up to that point. ) And by utilizing influencers, etc., it is possible to support the development of customers more effectively.

In other words, it is possible to quantitatively judge how much the customer's understanding of information provision is with respect to the purpose / goal to be achieved, and it is effective to train customers to achieve the purpose / goal. You will always be able to optimize the information you need to provide.

In the above-described embodiment, the case where the functions of the arithmetic unit provided in the information providing system are separated between the first embodiment and the second embodiment has been described, but the present invention is not limited to this, and for example, both functions may be used. It is also possible to provide an information provision system.

Further, in each embodiment, it is not necessary to provide all the functions as an indispensable configuration, and they can be appropriately selected and can be arbitrarily combined.

[Other effects of the invention]
According to the above embodiment, it is possible to quantitatively determine the degree of achievement of the customer's understanding of information provision with respect to the purpose / goal to be achieved, and to achieve the purpose / goal. , It is possible to support the development of customers more effectively.

That is, when the information provision activity (appeal activity) for encouraging the customer to purchase goods or use the service is carried out step by step, the customer's understanding of the information provision is quantified. There is. This makes it possible to easily understand what is the most suitable information to be newly provided to the customer in order to achieve the desired purpose / goal in the information providing activity that encourages the customer's purchasing behavior. Therefore, it is possible to increase the cost-effectiveness (ROI) related to training toward the achievement of the purpose / target, and it is possible to effectively support the training of customers for purchasing behavior.

In addition, by presenting the results (analysis report) of information provision activities, it is possible to clarify the purpose / goal even for customers who do not recognize purchasing behavior in the first place, and in order to achieve the purpose / goal, the customer himself / herself. It is possible to get involved independently with a sense of conviction. Therefore, as a result, the efficiency of customer development can be improved.

In addition, it is possible to comprehensively utilize multiple channels for providing information, which was not possible when combining multiple channels for providing information such as websites and e-mails with a CRM (Customer Relationship Management) system. become. This makes it possible to develop the information by taking into account the variation in the customer's understanding (achievement) of each information provided from different channels. In other words, it is possible to comprehensively collect and analyze the history of information provision to customers, and as a result, it is possible to eliminate inefficiencies such as repeatedly providing known information and providing information that is of interest or uninteresting. It becomes.

Moreover, by recognizing and sharing the results (analysis reports) of information provision activities by the manager and the person in charge, it is possible to provide appropriate information based on the forecast and actual differences with respect to the plan formulated by the manager. As a result, it is possible to reduce extra time and cost for achieving the purpose / goal in customer development.

By making it possible to share the results of information provision activities (analysis reports) within the workplace, it is possible to streamline the work of handing over to colleagues (third parties) (so-called sharing function).

In particular, in the case of selling a car shown as an example, it can be expected that the purchasing behavior of the customer will increase and the period until the contract will be concluded, and for example, the relationship between the customer and the dealer will be deepened. Is possible. Therefore, in addition to purchasing a new car, you can expect to order repairs from the dealer and introduce acquaintances, and by having the company's car purchased continuously, you can improve your proficiency in operability. , It can be expected to reduce accidents or breakdowns due to operation mistakes.

In addition, as an information provision activity, after giving an overall explanation about purchasing behavior regarding the purchase of goods and the use of services in advance, that is, all information is provided in advance, and as an additional explanation, the degree of understanding of the customer is given. It can also be applied to cases where necessary information is selectively provided accordingly.

In addition, as an example, the case of selling a car (purchasing a product) is illustrated, but the present invention is not limited to this, for example, enrollment in a cram school, enrollment in a sports gym, or participation in personnel training of a company. It can also be applied to the use of various services such as.

It can also be applied to technical support for general professions and to support succession issues for traditional professions such as the apprenticeship system and Ichiko Soden.

In addition, housing supply companies (real estate agents) that sell, build, and remodel houses (detached houses, condominiums, villas, etc.), insurance companies, ceremonial occasions, medical-related (pharmaceutical industry), or various schools It can also be applied to information provision activities related to schools.

That is, not only in the automobile industry but also in the medical field, for example, the information provided by the MR (Medical Representative) of a pharmaceutical company to a specific HCP (Health-care professional) was known information for the HCP. Waste can be easily eliminated. As a result, it becomes possible to effectively utilize the limited visit time, which can lead to the purchase (prescription) of medicines and medical devices.

The results of information provision activities (analysis reports) are not limited to sharing between managers and persons in charge. For example, in the automobile industry, domestic car dealers and foreign car dealers, as well as used cars. It can also be shared among multiple companies (third parties) in the same industry, such as dealers.

In some cases, it may be possible to share between a housing supply company and a large number of companies (third parties) in different industries such as an automobile sales company. In this case, it becomes possible to activate appeal activities in a plurality of industries, and by extension, it becomes possible to raise the level of purchasing behavior in the entire industry.

In addition, it will be possible to shorten the period until the desired purpose / goal is achieved in the appeal activity for the information provider to mediate the purchase of the products handled by the information provider and the use of the service. As a result, the information provider can expand the market by improving the evaluation from the customer, improve the business efficiency, or optimize the resource allocation.

Not only can customers be more satisfied with their purchase of goods and use of services, but they can also improve their quality (eg, life and affluence of life, happiness, etc.).

Thus, as part of an appealing activity, for example, in information provision activities that are actively or passively, directly or indirectly, and bidirectionally or unidirectionally to the customer, the user. It is possible to adopt a training support system (CE stage).

That is, in the case of a system that fosters customer purchasing behavior regarding product purchases and service usage, the CE stage is set according to information provision activity policies such as marketing plans, learning curriculums, training plans, and personnel development policies. It is possible.

The CE stage is a multifaceted representation of the customer's ultimate goals and goals to be achieved by providing information, such as customer attributes, strategic suitability for providing information, and ease of practical operation. From this point of view, it can be abstracted, embodied and defined with appropriate granularity.

Also, the CE stages can be structured and arranged in series (ordering for achievement) or in parallel (no ordering).

1 Information provision system 10 Customer Development Department (CEM)
10A Control system 11 Communication log table management unit 13 Quantification department (quantification department)
15 CE Score Table Management Department 17 Analysis Department 20 Proposal Department 30 Providing Department 40 Data Collection Server 50 Customer Management Server 100 Calculation Department 100A Calculation Department 100B Calculation Area for Identifying CE Stages Targeted for Effective Validation 100B Responding to Information Providing Activities Computation area to enable optimal validation 100C Computation area to set the effective granularity of CE stage 100D Computation area to enable effective customer development through influencer 101 Available channels Calculation area 102 Calculation area of recommended content 103 Calculation area of time zone for using information terminal 104 Calculation area for time zone of face-to-face activity 105, 106 Calculation area for channel score 107, 108 Calculation area for target score of CE stage 109, 110 Content index calculation area 111 CE stage condition calculation area for achieving milestone 112 Customer development order calculation area 113 Activity cost-effective calculation area 114 Activity alert calculation area 115 Fraud source log calculation area 116 Common customer code calculation area Area 121 Cost data 123 Market data (sales data)
Tb1 scoring table (memory unit)
Tb2 communication log table (storage unit)
Tb3 CE score table (memory unit)
Y00 Customer (User)
J1 Informant IA, IB Influencer

Claims (7)

It is a user development support system in which an information provider provides a plurality of information in stages on condition that a predetermined achievement level is cleared in order for the user to achieve a desired purpose / goal.
A storage unit that stores quantification data for quantifying the user's understanding of each of the plurality of information as the degree of utilization in advance in association with the plurality of information and the degree of utilization of the user. ,
A quantification unit that quantifies the degree of utilization of the user for each of the plurality of information at each stage of providing the plurality of information by using the quantification data of the storage unit.
An analysis unit that proposes information to be newly provided to the user, which is necessary for the user to achieve the desired purpose / goal, to the information provider based on the result of quantification by the quantification unit. When,
An arithmetic unit that optimizes information to be newly provided to the user, which is proposed to the information provider by the analysis unit, by updating the quantification data.
Equipped with
As a verification of the suitability of the information to be newly provided to the user, the arithmetic unit may propose the information to be newly provided to the user under the optimum conditions.
Types of tools that can be used for activities to provide new information to the user, recommended content for information to be newly provided to the user, and time zones during which activities to provide information to be newly provided to the user are possible. , The channel score pre-assigned for each type of tool constituting the total score of the CE stage that performs the activity of providing information to be newly provided to the user in stages, and the predetermined achievement to be cleared in the CE stage. The content index according to the user's understanding of the information to be newly provided to the user, the CE stage effective for achieving the milestone when the total score of the CE stage clears the predetermined achievement level, The order of the provision activities performed for each CE stage, the cost-effectiveness for the provision activity for each type of the tool, the change of the provision activity for the user, the fraudulent log for the provision activity, and the desired user. User development support characterized by verifying at least one of the CE stages to be verified whether or not the purpose and goal of the above have been achieved, and reflecting the result in the proposal of the information in the analysis department. system. It is a user development support system in which an information provider provides a plurality of information in stages on condition that a predetermined achievement level is cleared in order for the user to achieve a desired purpose / goal.
A storage unit that stores quantification data for quantifying the user's understanding of each of the plurality of information as the degree of utilization in advance in association with the plurality of information and the degree of utilization of the user. ,
A quantification unit that quantifies the degree of utilization of the user for each of the plurality of information at each stage of providing the plurality of information by using the quantification data of the storage unit.
An analysis unit that proposes information to be newly provided to the user, which is necessary for the user to achieve the desired purpose / goal, to the information provider based on the result of quantification by the quantification unit. When,
An arithmetic unit that optimizes information to be newly provided to the user, which is proposed to the information provider by the analysis unit, by updating the quantification data.
Equipped with
As a verification of the suitability of the information to be newly provided to the user, the arithmetic unit may propose the information to be newly provided to the user under the optimum conditions.
Calculations to identify the CE stage that is the target of effective validation, calculations to enable optimal validation according to information provision activities, calculations to set the effective particle size of the CE stage, and At least one result of the calculation for enabling effective customer development through an influencer who has one or more common attributes with the target customer is used in the proposal of the information in the analysis unit. A user development support system characterized by reflecting. At each stage where the plurality of information is provided step by step, the provision of information based on the proposal of the analysis unit is achieved by the predetermined achievement level in which the result of quantification by the quantification unit is predetermined. The claim is characterized by further comprising a proposal unit that repeatedly uses several media in which the content of the information to be provided is the same and the type of the tool for providing the information is different. The user development support system according to item 1 or 2 . The user development support system according to claim 2 , wherein the calculation unit effectively performs the validation within 0.125 FTE. It is a user development support method in which an information provider provides multiple pieces of information in stages, provided that the user clears a predetermined degree of achievement in order to achieve the desired purpose / goal.
At each stage of providing each of the plurality of information, the user's understanding of each of the plurality of information is quantified as the degree of utilization by using the quantification data stored in advance.
Based on the result of the quantification, the information provider is proposed to the information provider, which is necessary for the user to achieve the desired purpose / goal, and which should be newly provided to the user.
When optimizing the information to be newly provided to the user by updating the quantification data,
As a verification of the aptitude of the information to be newly provided to the user in order to make the proposal of the information to be newly provided to the user under the optimum conditions.
Types of tools that can be used for activities to provide new information to the user, recommended content for information to be newly provided to the user, and time zones during which activities to provide information to be newly provided to the user are possible. , The channel score pre-assigned for each type of tool constituting the total score of the CE stage that performs the activity of providing information to be newly provided to the user in stages, and the predetermined achievement to be cleared in the CE stage. The content index according to the user's understanding of the information to be newly provided to the user, the CE stage effective for achieving the milestone when the total score of the CE stage clears the predetermined achievement level, The order of the provision activities performed for each CE stage, the cost-effectiveness for the provision activity for each type of the tool, the change of the provision activity for the user, the fraudulent log for the provision activity, and the desired user. A user development support method characterized by verifying at least one of the CE stages to be verified whether or not the purpose / goal of the above has been achieved, and reflecting the result in the proposal of the information . It is a user development support method in which an information provider provides multiple pieces of information in stages, provided that the user clears a predetermined degree of achievement in order to achieve the desired purpose / goal.
At each stage of providing each of the plurality of information, the user's understanding of each of the plurality of information is quantified as the degree of utilization by using the quantification data stored in advance.
Based on the result of the quantification, the information provider is proposed to the information provider, which is necessary for the user to achieve the desired purpose / goal, and which should be newly provided to the user.
When optimizing the information to be newly provided to the user by updating the quantification data,
As a verification of the aptitude of the information to be newly provided to the user in order to make the proposal of the information to be newly provided to the user under the optimum conditions.
Calculations to identify the CE stage that is the target of effective validation, calculations to enable optimal validation according to information provision activities, calculations to set the effective particle size of the CE stage, and It is characterized by reflecting at least one result of the calculation for enabling effective customer development through influencers who have one or more common attributes with the target customer in the proposal of the above information. User development support method. A user development support program for causing a computer to execute the user development support system according to any one of claims 1 to 4 .

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