マーケティング
公開日:2017.04.09

顧客満足の先にあるLTVを上げる為の施策「カスタマーディライト」とは?

企業の大小問わず、売上げを上げ続けなくては企業は存続しません。よく言われることですが、売上げを上げるための方程式は・・

売上げ = 顧客数 ✕ 購入単価 ✕ 購入頻度

と言う計算式で表すことが出来ます。今回は購入頻度を増やしてもらう(リピート率を高める)方法の話。一般的に新規顧客の獲得コストはリピート顧客の獲得コストの5~10倍かかると言われています。新規顧客ももちろん大事ですが、どちらを大事にする事が自社の利益になるかは一目瞭然であり、購入頻度を如何に高めるかが継続性の商品やサービスを扱っている会社の生命線です。また、

1:5の法則 ・・・ 新規顧客を獲得するコストは、既存顧客を維持するコストの5倍かかるというもの

5:25の法則 ・・・ 顧客離れを5%改善すれば、利益が25%改善されるというもの。

上記も有名な法則ですので、如何に既存顧客を大事にし、顧客離れを防がないといけないかが重要だと分かります。

リピート率が悪い会社の傾向と対策

商品やサービスが良ければリピートしてもらえるはずだと言う考えがありますが、お客様は類似商品やサービスに囲まれていますので、すぐにあなたの会社の商品を忘れてしまいます。「エビングハウスの忘却曲線」と言われるものがその典型です。

エビングハウスの忘却曲線とは、人は1時間後には56%忘却し、1日後には74%を忘却し、1週間後には77%を忘却すると言うものです。いくら良いサービスを提供しても、他に似たようなサービスがあれば忘れ去られていくものと言う人の心理を表したものです。だからこそ自社を思い出してもらえるように、リピートしてもらうための仕組み(メルマガやDMや定期訪問等)を作りましょうと言うのがリピート率を上げるための対策の1つ。

もう1つの対策こそが「カスタマーディライト」と言われるものです。カスタマーディライトとは、顧客の期待値を大きく上回る商品やサービスや体験を提供して、顧客に「予想外の」喜びや感動を与えることを表した概念です。顧客の期待値を満たすことを「顧客満足度(CS=カスタマーサティスファクション)」と言いますが、そのCSをさらに発展させた概念がこの「顧客感動(CD=カスタマーディライト)」と言われるものです。

マーケティングの賢威フィリップ・コトラーは、顧客の満足度に関して著書の中で下記のように分類しています。

①期待よりもパフォーマンスが低い   → 顧客の不満
②期待通りのパフォーマンス    → 顧客の満足
③期待よりもパフォーマンスが高い → 顧客の感動

ファーストフード店や各種チェーン店などは、大衆向けにマニュアル化された対応ですので、期待通りのサービス提供が多いので「満足」前後の評価が多いでしょう。しかし業界によっては、我々中小企業がこの「満足度」を保つライバル達の中で叩くには厳しい業界もあります。例えばスーパーや書店などの小売りは大手が強く、中小の店舗は吹けば飛びそうな状態です。だからこそ大手の様なマニュアル化された対応ではない、顧客感動(CD)をいかに提供するかに注目が集まっています。

顧客の期待水準を満たす商品やサービスはもはや当たり前!?

世の中にモノやサービスの不足していた時代には、顧客の期待値も低いので、そこそこの商品でも売れたりします。しかしモノやサービスに取り囲まれた現代では、製品やサービスのクオリティは上がり、顧客の期待値もどの業界も以前より商品クオリティが上がっているのを感じています。そうすると、合格点、及第点以上といった程度のサービス提供では、より良いサービスの競合が出てきた時に顧客の繋ぎとめが難しく、リピート率は上がりません。現代は品質の悪いサービスが世の中には見当たらないほどです。

モノやサービスに溢れ、顧客の期待値も上がり、そこそこでは顧客は感動してくれないからこそ、顧客ロイヤリティを高め、顧客満足は当たり前のものとし、より感動を与えられるようなサービス提供であるカスタマーディライトの概念が注目されているのです。

ディズニーランドやUSJのようなテーマパークなどは、このカスタマーディライトが高くなければリピートしてくれません。リッツカールトンに代表されるホテルなどの接客業も感動を与えられないと他のホテルに顧客を取られてしまいます。身近な美容室、飲食店でも「こんなサービスまでしてくれるんだ!」と言った感動があればリピートしたくなるものです。料金やリッチ、設備やサービスが同等の商品、サービスがあれば、顧客のリピート意向は感動度の高い方に行くのは当然の結果です。

結局はワン・トゥ・ワン・マーケティング

顧客ロイヤリティを高めるのも、カスタマーディライト(顧客感動)を重要視するにも、ワン・トゥ・ワン・マーケティングに行き着きます。マニュアルで画一化された対応は必須であり、その上でどれだけ個々のお客様対応を出来るかがこれからのマーケティングの指標の1つになっていくでしょう。

特にデジタルとワン・トゥ・ワン・マーケティングはマーケティングは相性が良いはずで、各種アプリやツール、SFA、CRM、DMP等で社内対応をマニュアル化、可視化しつつ、顧客それぞれに応じた対応が可能になります。

どんなサービスでも行きつけなどのお店から、自分だけに向けた「◯◯様向けにこういったサービスを用意しました」「◯◯様お待ちしておりました」などの個別対応は誰でも嬉しいものです。

目の前のたった一人のお客様に感動して頂けるよう、自社でもカスタマーディライト(顧客感動)を如何に起こせるかを考えてみましょう。

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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