マーケティング
公開日:2018.02.07

見込み客を成約に導くカスタマージャーニー

「カスタマージャーニー」という言葉を耳にするようになったのは2年ほど前からでしょうか。実際にカスタマージャーニーマップの作成をしようと思うと面倒なのですが、やはりその重要性を感じます。

カスタマージャーニーとは、理想とする顧客像(ペルソナ)が、自社の商品やサービスに関心を持って購入してもらう、さらには口コミなどおの購入後の行動にいたるまでのプロセスを時系列でまとめたもののことです。

 

cjm01-img01

出典元:https://webtan.impress.co.jp/e/2013/11/14/16305

 

ペルソナを設定することはとても大事ですが、プロジェクトの戦略を練っている間、プロモーションを実行している間に、知らず知らずのうちに売り手目線になってしまうことが多いものです。実際にプロモーション実行中に「これも売れるかも」「こんなサービスもあったら便利」というように欲張ってしまい、我に返ると訴求したいことがペルソナとずれてしまっていることもあります。プロモーションを開始する際にもプロモーション中もペルソナを見失わないようにしなければなりません。そこで活躍するのがカスタマージャーニーです。チームであればペルソナの認識に違いがないようにペルソナの悩みや要望までを統一することができます。

 

ペルソナ設定だけではダメな理由

プロモーションを計画する際には、ペルソナ設定をしなければいけませんが、ペルソナの年齢や趣味、悩みなどを具体的に書き出すペルソナ設定シートを作成するだけではなくカスタマージャーニーマップを作成しないといけないのはなぜなのでしょうか。正直、あれもこれも作成するより早く実際のプロモーション施策やセールスに入りたいところです。しかし、そのペルソナの感情や悩みを時系列でまとめることがポイントで、同じペルソナでも「悩みはあるがまだ商品を認知していない時点」と「購入する直前」では行動も感情も違うため、アプローチを変える必要があります。時系列によって行動や感情が違うところまでを把握し、段階に応じた施策をするためにカスタマージャーニーが役立ちます。ペルソナ設定をした次の段階として活用しましょう。

 

カスタマージャーニーをどのように活用するのか

作成してみたけど作成しただけで結局施策に繋がらなかったというケースも多いのはないでしょうか?カスタマージャーニーを作成するのに決まりはありません。自分のビジネスに合ったフェーズを決め、必要なユーザー情報を書き出すことで、どんな施策が必要か、どこがボトルネックになるのか、などを見つけられれば良いのです。例えば、商品購入までのアプローチ、SNSの投稿記事、ホームページの作成やリニューアル、新規事業の企画立案など様々なマーケティング施策に活用することができます。

 

カスタマージャーニーマップの作成の仕方

 

1.ペルソナ設定
ペルソナ設定をしなければカスタマージャーニーは成立しません。まずは、理想の顧客の年齢や性別、家族構成、趣味思考、悩みや願望などをできるだけ細かく設定しましょう。

 

2.フレームワークの作成
ビジネスの起点からゴールまでのフェーズを横軸として設定します。項目にも決まりはありませんが、フェーズごとのKPI、顧客の接点となる場所やタッチポイント、行動や思考など縦軸となる項目を設定しましょう。

 

スクリーンショット 2018-02-06 23.07.46

 

3.ユーザーの感情や行動の落とし込み
あくまでも売り手目線ではなく、顧客目線で考えなければいけません。売り手目線にならないためにも一人で作成するのではなく、複数人で作成した方が良いでしょう。そしてより現実化するために、アンケート結果やヒアリングした結果をベースに落とし込むことをおすすめします。

 

4.課題の抽出
ポイントごとに何が必要か、何が足りないのかを抽出します。起こりうる問題を先に予測することもできるため、事前に問題を解決することにもつながります。仕掛けられていない部分がないか、ユーザーの悩みに対して答えられる施策を打ち出せているかなどを確認しましょう。

 

まとめ

フェーズごとの顧客の状態を把握することで、それぞれのポイントでどんな施策が必要かがわかり、それまで見落としていた訴求ポイントを見つけることができるでしょう。意外にフェーズとして認識しているのに次の段階に行くまでの施策がなされていなかったりすることもあるものです。プロモーションの途中でペルソナ設定を見失わないためにも、カスタマージャーニーを作成し、事前にしっかりと計画を練ることが大切です。作成しただけで活用されないことがないように、チーム内での共有は必須です。行き詰まった時などもカスタマージャーニーをベースとして施策を行うことが、ユーザーをゴールまで導くこととなるでしょう。

 

 

執筆者:才田 真未 (https://woman.xlab-online.com)

前職はウエディングプランナー。現在は、2人の育児をしながらリスティング広告、Facebook広告などのweb広告運用やセミナーを開催。多角的視点から考える広告運用やマーケティング情報をお届けします。

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