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| 2002.08.19 |
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"ONE to ONE Customer Management Solution" launched
- Strategic Marketing with Senshukai's Know-How and COMWARE's Technology -
On August 20, Senshukai Co. (President: Yasuhiro Yukimachi, Head Office: Osaka-shi, Osaka; hereinafter, Senshukai) and NTT COMWARE CORPORATION (President: Yuji Matsuo, Head office: Minato-ku, Tokyo; hereinafter NTT COMWARE) launched "ONE to ONE Customer Management Solution" by combining Senshukai's know-how of ONE to ONE Marketing (*1) and NTT COMWARE's Data Mining (*2) Service. It analyzes a company's individual customer's purchasing activities in order to plan and evaluate the best sales promotion policy.
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[Overview of "ONE to ONE Customer Management Solution"]
"ONE to ONE Customer Management Solution" provides its user the best "sales promotion plan" after analyzing "whom, what, when and how to approach customers to maximize their purchasing opportunities" from the multiple view points of "customer", "merchandise" and "sales channel." This solution helps its users to take advantage of the marketing techniques; e.g., sales promotion for good customers, re-activation of dormant customers, development of new customers, etc.
Each service of "ONE to ONE Customer Management Solution" consists of the following 3 elements:
- Consultation – We show companies how to collect customer data and how to use it. We provide them with the best possible sales promotion plan, evaluate the result, and then come up with ideas to improve the plan further.
- Analysis – Based on the result of the consultation, we outsource the data analysis of "customer", "merchandise" and "sales channel."
- System Configuration – We configure the environment of "ONE to ONE Customer Management Solution."
We achieved "ONE to ONE Customer Management Solution" by creating the "analysis template" combining the Senshukai's ONE to ONE Marketing know-how and NTT COMWARE's Data Mining Service. The solution endeavors the law governing the purchasing activities and text data such as customer opinions and claims gathered by the call center. The companies with ONE to ONE marketing problems can utilize this solution and shorten the time to solve their problems and improve the effectiveness.
[Future Business Development Plan]
Plans are being made to set up a "ONE to ONE Marketing Development Room" in the office of NTT COMWARE (Minato-ku, Tokyo) which will offer services to companies such as distribution, service, education, telecommunication, mass media, manufacturing and financial institutions that are considering the installation of CRM (*3) system. In the future, we plan to offer the packaged version of this solution, ASP service and analysis tools in order to provide solutions to a wider category of companies. Our target is its commercialization and sales of 2 billion yen in 3 years.
[Background of the Solution Development]
We have to think of the following subjects regarding ONE to ONE Marketing:
- How to increase sales to each targeted customer.
- How to improve customer quality.
- How to prevent customer separation.
- How to re-activate dormant customers.
- Analysis of customers' purchasing patterns and merchandising based on the result.
- Calculation of LTV (Life Time Value: Customer Life Time Value (*4) ) and new customer development.
- Senshukai, the largest company in the catalogue sales industry, began to utilize IT (Information Technology) for the customer-oriented marketing earlier than any other company even before the ONE to ONE Marketing concept, and has been accumulating know-how relating to the above subjects. NTT COMWARE has proved itself through its configuration, operation and maintenance of the information network and system for 60 million people. It has been offering Data Mining Service, which analyzes large scale/volume of customer activity data. In February, the two companies launched the common project to seek business collaboration through the combination of each other's know-how and technology. After months of market research, an agreement was reached to develop together "ONE to ONE Customer Management Solution".
[Terminology]
- *1 ONE to ONE Marketing
- It is a marketing method used to analyze each customer's taste, needs and purchasing history, etc. in order to meet each customer's varied taste. This marketing method is suitable for increasing the purchasing opportunities of the existing customers rather than developing new ones.
- *2 Data Mining
- It is a technique used to analyze a large volume of data accumulated by companies; e.g., sales data of retail stores, phone conversation history, Internet shopping history, text data of customer's recorded voice, etc. Based on this information, we try to find the correlation between items and certain patterns that exist. For example, by analyzing the sales data of a super market, a company can find a correlation between items; e.g., "When a customer buys a pack of beer, one tends to buy disposable diapers." or "When it rains, meat sells well."
- *3 CRM
- It is a general term for various information systems developed for companies to establish a long-term relationship with their customers; e.g., detailed customer database or supporting system to manage all the dealings with each customer including sales of merchandise, customer inquiry, claim, etc. The purpose of CRM is to meet customer needs as closely as possible so that each customer can enjoy the convenience and satisfaction it provides while companies can maximize their profit ratio. In order to realize this, it is necessary to configure system based on "ONE to ONE Customer Management Solution."
- *4 LTV (Life Time Value: Customer Life Value)
- To sum up with this value, the profit a regular customer can bring to a company is calculated. Retaining regular customers with high LTV is more profitable than developing new customers. It is often said that developing new customers costs 5 times as much as providing service to existing customers (Report from American Customer Service Association).
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