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公開日:2016.03.14

顧客との継続取引(顧客の囲い込み)の重要性


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僕達は日常に目を向けると様々なサービスに取り囲まれ、利用しているし、別の言い方をすれば「囲い込まれて」いるとも言えます。

「囲い込み」とは、辞書で調べると下記の様に出てきます。
1 外へ出ないよう囲いの中に入れること。中に取り込むこと。「羊の囲い込み」
2 他者に取られないよう確保すること。「人材の囲い込み」

 

ビジネスでは顧客の囲い込みのためにどんな事例があるか?

最近になってやっと自由化になった電力会社は、法律によって地域の電力会社と契約しなければいけませんでした。固定電話も自由化になった今はKDDIやソフトバンクテレコム、JCOM等を選べるけど、昔はNTTしか選べませんでした。これらは法律による既得権益による囲い込みです。

現在、各携帯電話会社は顧客を囲い込むために2年縛りの契約をしています。

各大学は少子化社会のために学生の確保が難しくなっているので、付属中学や付属高校を増やして、大学まで離さない様な戦略(囲い込み)を行っています。

企業の就職活動では人材の囲い込みと言われる様に、大手企業などは囲い込み戦略を取ります。

OA機器のリース販売でも5年や7年間は解約出来ず、解約するとしても一括払いをしなければいけません。

ミュージシャンのファンクラブは、ファンが解約しない様にファンイベントの開催やメルマガ、ニュースレターの配信、ファン限定MTなどを行います。

 

ビジネスでは「顧客の囲い込み(継続取引)」が経営を安定させる

顧客を囲うと言う表現は適切ではない様に思われるかも知れません。愛人を囲う…みたいなイメージが被るのかも知れませんが。。

でも実際にはビジネスシーンでよく使われる言葉に1つですし、どの企業でも顧客の囲い込みは至上命題であり、顧客を囲い込めない企業は新規の顧客を追い続けるしかありません。

よく知られている様に、新規顧客の獲得コストは既存顧客のリピートを上げるコストよりも5〜10倍のコストが掛かっています。新規顧客でも既存顧客でも同じ売り上げなのですから、出来る限り獲得コストの低い既存顧客にリピートをして貰うために「囲い込み」を考えなければいけません。顧客の囲い込みを表す言葉として、、

・とある企業は、ポイントシステムを導入している「会員制度」の様だと言いました。
・とあるコンサルタントの方は、辞書に書かれている通り「羊を囲う」イメージだと言いました。
・とあるタレント事務所は、スポーツやアイドルの「ファンクラブ作り」だと言いました。
・とある教祖は「宗教の仕組み」と同じだと言いました。
・とある校長先生は、小学校から大学までの16年間の「付属教育」の様だと言いました。
・とあるエステティシャンは。化粧品の「継続契約」の様だと言いました。
・とある銀行は、一定期間は出金出来ない「定期預金」の様だと言いました。

どの例えでも好き嫌いはあるでしょう。しかし、どの表現でもビジネス的に見ると本質は同じです。「ビジネス的な側面」では、自社(人、組織、チーム、サービス)に、如何にして顧客との関係性を構築させ続けられるかが共通項になり、取引継続の長さが「経営の安定」や「利益の増加」に直結するのですから、1番力を入れるべきところです。

※上記の中でも教育や宗教は、特にビジネスとは相容れない部分も多分にあるのは理解していますが、あくまでもビジネス的な側面で見た場合の話しです。

囲い込みには「仕組み(システム)」が必要です。顧客が逃げないための柵と言っても良いかも知れません。そして顧客がそこに居続けたいと思えるサービスを提供すべきです。

 

顧客の囲い込みでやってはいけない事

いくら企業側が関係性を構築しようとも、継続するかどうかを判断するのは結局は顧客ですし、顧客の意思に反した囲い込みなどを行ってはいけません。例えば解除出来ないメルマガや解除出来ない定期課金サービスの様なことはしてはいけません。

ヤマダ電機や楽天やドコモやAUの公式アプリでは、解約フォームを見えない所や、かなり分かり難いところに設置し、メルマガの購読解除を出来ない様にしたりしています。これは論外で、2度とこんなサービス使うか!とユーザーの反感を買ってしまいます。※各サービスとも今は分かりませんが、個人的にはしつこい売り込みだけのメルマガを送り続け、解約もスムーズに出来なかったヤマダ電機には2度と行きません。

辞めたいと言われれば、魅力が無くなった、価値を感じなくなったと言う証拠ですので、最後こそスムーズに解約できるようにしてあげるべきです。別れ際の潔さも企業イメージの1つになると思いますが、そこで解約を出来にくくすると人の感情を悪化させるだけなのに、目先の小銭でセコイ事をする会社が多いですね。

 

囲い込むための本質は良いサービスや情報の提供

支払ったお金の価値以上に、良いサービスや情報を受けられるのであれば人はやめません。だから良いサービスを提供し続けるのが1番シンプル且つ最重要な顧客の囲い込み方です。先に述べたように顧客の囲い込みには「仕組み(システム)」が必要です。しかし、1番大事な顧客心理を大事にしなければいけません。

だってあなたの事が嫌なら、逃げて行くだけですからね。そこで後味を悪くすれば、「悪口を言いふらしながら」逃げて行くというおまけ付きになります。

クレーマーや変な顧客は放っておくしかありません。しかしきちんとした顧客と良好な関係を継続させるには顧客のニーズと真摯に向き合うしかありませんね。

 

※補足 弊社では解約はルール内であればすぐに出来ます

弊社のメルマガは1クリックで解約出来ますし、広告代理店業などでも原則は毎月更新ですのですぐに取引継続を終了出来ます。それでも、メルマガなどは解約数以上に新規読者も増えていますし、広告代理店業でもクライアントとの継続率も圧倒的に高いです。良い情報やサービスを提供し続ける事でも、広告代理業では成果を出し続ける事で弊社は読者を囲い込む事に成功しています。

もちろん弊社自身も事業を行うにあたり、様々なサービスや組織に囲い込まれています。それはメリットを感じているからに他なりません。

弊社はどんな形でも安心して取引して頂けるように心掛けています。

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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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