JP6815235B2 - Information processing equipment, information processing methods, and programs - Google Patents

Description

The present invention relates to information processing devices, information processing methods, and programs.

Conventionally, a host computer and a sales office terminal having a customer DB for storing customer information including information / identification information for identifying a customer's location and identification information for a sales office in charge and a transaction DB for storing transaction information for each customer have been used. It is composed of a computer system connected via a communication network, and is associated with a transaction information extraction unit that extracts relevant transaction information from a transaction database based on preset predetermined extraction conditions, and an extracted transaction information. Based on the customer identification information, the customer information search unit that searches the customer information and the identification information of the sales office in charge from the customer DB, and the searched transaction information and the customer location identification information are combined to create a sales support map. A sales support device having a sales support map generation unit for generating and outputting is disclosed (see Patent Document 1).

Japanese Unexamined Patent Publication No. 2017-033457

By the way, in recent years, the concept of customer journey map has been proposed. The customer journey map is a visualization (map) of the transition of actions taken by a persona who has identified a general image of a person toward the purchase of a product or service, organized for each phase. Conventional technology has not been able to adequately assist in the creation of customer journey maps.

The present invention has been made in consideration of such circumstances, and one of the objects of the present invention is to provide an information processing device, an information processing method, and a program that can appropriately support the creation of a customer journey map. To do.

One aspect of the present invention is based on an acquisition unit that acquires information on behaviors leading up to a predetermined behavior by a customer as original information of a customer journey map visualized for each phase, and original information acquired by the acquisition unit. It is an information processing device including a creation unit for creating the customer journey map.

According to one aspect of the present invention, it is possible to appropriately support the creation of a customer journey map.

It is a figure which shows an example of the structure and use environment of the information processing answer information apparatus 1. It is a figure which shows an example of the content of the customer information 62. It is a figure which shows an example of the content of the action log 64. It is a figure which shows an example of the content of the questionnaire answer information 66. It is a figure which shows an example of the customer journey map. It is a flowchart which shows an example of the flow of the process executed by the customer journey map creation unit 40. It is a flowchart which shows an example of the flow of processing executed by a phase estimation unit 42. It is a figure which shows typically the content of processing by a phase estimation unit 42. It is a figure which shows typically the content of the process by a measure determination part 44.

Hereinafter, embodiments of the information processing apparatus, information processing method, and program of the present invention will be described with reference to the drawings. The information processing device is realized by one or more processors. The information processing device is a device that acquires information about the behavior of the customer up to the predetermined behavior as the original information of the customer journey map visualized for each phase, and creates the customer journey map based on the acquired original information. is there. The customer journey map is a visualization (map) of the transition of actions taken by a persona who has identified a general image of a person toward the purchase of a product or service, organized for each phase. In the present invention, the customer means a user who has become a customer of electronic commerce or the like, or a user who can be a customer (for example, a user who has simply registered as a member).

FIG. 1 is a diagram showing an example of a configuration and a usage environment of the information processing device 1. The information processing device 1 is connected to a service server 200, a shopping server 300, an advertisement distribution server 400, and the like via a network NW. Further, the terminal device 100 is connected to the service server 200, the shopping server 300, and the distribution server 400 via the NW. The network NW includes, for example, WAN (Wide Area Network), LAN (Local Area Network), the Internet, and the like.

The terminal device 100 is, for example, a smartphone, a tablet terminal, a personal computer, or the like.

The service server 200 provides the terminal device 100 with an electronic page. The service server 200 collects identification information (ID) of a customer who has accessed itself together with an access history, and stores it in a storage unit (not shown). The electronic page may be a web page provided in response to a request from a browser, or may be an application page provided in response to a request from an application program. In the following description, the service server 200 shall provide a web page.

The shopping server 300 provides the terminal device 100 with a shopping page for mediating electronic commerce. The shopping server 300 collects identification information (ID) of a customer who has accessed itself together with an access history, and stores it in a storage unit (not shown). The shopping page may be a web page provided in response to a request from a browser, or may be an application page provided in response to a request from an application program. In the following description, it is assumed that the shopping server 300 provides a web page as a shopping page.

The advertisement distribution server 400 distributes electronic advertisements to the terminal device 100. The terminal device 100 receives an image including an ad tag or an advertisement SDK (Software Development Kit) from the service server 200 or the shopping server 300, and transmits an advertisement distribution request to the advertisement distribution server 400 based on the received ad tag or the advertisement SDK. The service server 200 or the shopping server 300 may send an advertisement distribution request to the advertisement distribution server 400, and the advertisement distribution server 400 may transmit an image in which the advertisement information is embedded to the terminal device 100.

The information processing device 1 includes, for example, an acquisition unit 10, an input unit 20, a display unit 30, a customer journey map creation unit 40, a phase estimation unit 42, a policy determination unit 44, a service mode change unit 46, and the like. It includes an advertisement content changing unit 48 and a storage unit 60.

The input unit 20 is, for example, a mouse, a keyboard, a touch panel, or the like. The display unit 30 is, for example, an LCD (Liquid Crystal Display), an organic EL (Electroluminescence) display device, or the like.

A part or all of the customer journey map creation unit 40, the phase estimation unit 42, the measure determination unit 44, and the service mode change unit 46 stores a program in which a processor such as a CPU (Central Processing Unit) is stored in the storage unit 60. It is realized by executing. Further, some or all of these functional units may be realized by hardware such as LSI (Large Scale Integration), ASIC (Application Specific Integrated Circuit), and FPGA (Field-Programmable Gate Array).

The storage unit 60 is realized by, for example, a RAM (Random Access Memory), a ROM (Read Only Memory), an HDD (Hard Disk Drive), a flash memory, or the like. Information such as customer information 62, action log 64, questionnaire response information 66, CJM (customer journey map) frame information 68, and CSJ content information 70 is stored in the storage unit 60.

FIG. 2 is a diagram showing an example of the contents of the customer information 62. The customer information 62 is, for example, information in which attribute information such as gender, age, occupation, and hobby is associated with the customer's identification information (ID) in addition to the name. The customer ID is issued by the service server 200 or the shopping server 300 when the customer registration is made to the service server 200 or the shopping server 300. Other information will also be obtained during customer registration. Further, a part of the attribute information may be estimated based on the action log 64.

FIG. 3 is a diagram showing an example of the contents of the action log 64. The action log 64 is, for example, information in which a customer's ID is associated with a URL (Uniform Resource Locator) of a web page browsed by the customer, a browsing time, meta information, and the like. The meta information is, for example, information indicating what kind of content the web page indicated by the URL is, and is information described according to a certain degree of classification.

FIG. 4 is a diagram showing an example of the contents of the questionnaire response result 66. The questionnaire response information 66 is, for example, information in which a question, a question attribute, an answer, an answer attribute, and the like asked to the customer are associated with the customer's ID. The question attribute is information indicating which phase and which item the question corresponds to in the customer journey map described later. Similarly, the response attribute is information indicating which phase and which item the response corresponds to in the customer journey map described later. The questionnaire response information 66 may be collected online, or the information collected offline may be manually input to an electronic device.

FIG. 5 is a diagram showing an example of a customer journey map. The customer journey map assumes a certain persona and has items such as phase, action, situation, emotion, and necessity, and the information for each item is visualized as the phase progresses. As shown in the figure, the persona is set with information representing a general figure such as a woman in her twenties and a profession with free time. The CJS frame information 68 includes image elements such as a framework for creating such a customer journey map.

FIG. 6 is a flowchart showing an example of the flow of processing executed by the customer journey map creation unit 40. First, the customer journey map creation unit 40 accepts the input of the persona to the input unit 20 (step S100), and extracts the customer close to the persona by referring to the customer information 62 and the like (step S102).

Next, the customer journey map creation unit 40 corresponds to each item of each phase based on the meta information, the question attribute, the answer attribute, etc. from the action log 64 and the questionnaire response information 66 corresponding to the customer extracted in step S102. Information to be extracted (step S104).

Here, the customer journey map creation unit 40, for example, even if the action log 64 does not include meta information for directly identifying the phase, which phase the customer's execution action is based on the action log 64. You may estimate whether it belongs to. The customer journey map creation unit 40 may presume, for example, that a user who first browses an advertisement is in a phase of "recognizing" the product related to the advertisement. In addition, the customer journey map creation unit 40 is in the "information gathering" phase for customers who browse the product purchase page provided by the shopping server 300, and "examine" for customers who browse the page introducing similar products of other companies. It can be presumed that the user who puts the product in the cart is in the "decision" phase.

In addition, the customer journey map creation unit 40 may estimate the customer's emotions based on not only the questionnaire response information 66 but also other information. For example, the customer journey map creation unit 40 may estimate from the customer's observation information. The observation information includes information on an image of the customer, information on the voice spoken by the customer, and the like. That is, the customer journey map creation unit 40 may read the customer's facial expression from the image and estimate the emotion, or may estimate the customer's emotion based on the volume, frequency, tone, and the like of the voice. Further, when the action log 64 includes the content written to the customer's SNS (Social Networking Service), the customer journey map creation unit 40 may estimate the customer's emotion based on the written content.

Then, the customer journey map creation unit 40 narrows down each item of each phase to the information having the highest appearance frequency (for example, the information having the highest appearance frequency) among the extracted information. This determines the content of the customer journey map. The contents of the customer journey map are stored in the storage unit 60 as CSJ contents information 70.

FIG. 7 is a flowchart showing an example of the flow of processing executed by the phase estimation unit 42. First, the phase estimation unit 42 selects a customer of interest (step S200). There is no particular limitation on this selection method, and the phase estimation unit 42 may randomly select a customer to pay attention to from the customer information 62, or pay attention to the customer input to the input unit 20. You may choose as a customer.

Next, the phase estimation unit 42 selects a customer journey map of a persona close to the customer of interest from the CJM content information 70 (step S202), and similarly to S104 of FIG. 6, the action log corresponding to the customer of interest. Information corresponding to each item of each phase is extracted from 64 and the questionnaire response information 66 based on the meta information, the question attribute, and the answer attribute (step S204). Then, the phase estimation unit 42 estimates the current phase of the customer of interest, for example, based on the degree of satisfaction of the information corresponding to each item of each phase (step S206).

FIG. 8 is a diagram schematically showing the content of processing by the phase estimation unit 42. As shown in the figure, it is assumed that a certain amount of information has been collected for each item in the "cognitive" and "information gathering" phases. In this case, the phase estimation unit 42 estimates that the phase of the customer to be focused on is "examination", which is the next phase of "cognition" and "information collection" in which information is sufficiently collected.

The measure determination unit 44 determines a measure for bringing the customer of interest to a predetermined action based on the phase estimated by the phase estimation unit 42. The measure determination unit 44 determines, for example, a measure for changing the recommendation content on the shopping page provided by the shopping server 300.

FIG. 9 is a diagram schematically showing the content of processing by the measure determination unit 44. For example, on the top page of the shopping page, the policy decision unit 44 introduces the product most widely when the phase of the customer to be focused on is "cognition" or "information gathering", and when it can be "examined", the customer to focus on We will narrow down the introduction to the field of the product you are interested in, and if it is "decision" or "evaluation", decide on measures such as introducing many other products related to the product for which the purchase was decided, and make it to the shopping server 300. Send. The shopping server 300 changes the content of the shopping page provided to the customer of interest in the mode of introduction determined according to the phase of interest by the policy determination unit 44. This allows the customer to be properly guided to the next phase.

The service mode changing unit 46 changes the mode of the service received by the customer of interest based on the phase estimated by the phase estimation unit 42. For example, the service mode changing unit 46 adjusts the size of the image according to the phase in the presence of images such as an image of summary information of news by field and an image of links to various services on the portal page provided by the service server 200. Instruct the service server 200 to change it. For example, the service mode change unit 46 instructs the service server 200 to display the link image to the shopping page in a large size for the customer in the "information collection" or "examination" phase. This can direct the customer to a page that provides details about the product they are interested in.

The advertisement content changing unit 48 changes the content of the electronic advertisement delivered by the advertisement distribution server 400 based on the phase estimated by the phase estimation unit 42. For example, the advertisement content change unit 48 provides an advertisement introducing a representative product of an advertiser to a customer in the "cognitive" phase, and the customer in the "information gathering" or "examination" phase. We will provide advertisements that include detailed product functions and effects, and introduce related products (optional products) of products that are expected to be purchased to customers who are in the "decision" phase. The content of the electronic advertisement delivered by the advertisement distribution server 400 may be changed so as to provide the advertisement to be used.

According to the information processing device 1 of the embodiment described above, information on the behavior of the customer up to the predetermined behavior is acquired as the original information of the customer journey map visualized for each phase, and is based on the acquired original information. By creating a customer journey map, it is possible to appropriately support the creation of a customer journey map.

Although the embodiments for carrying out the present invention have been described above using the embodiments, the present invention is not limited to these embodiments, and various modifications and substitutions are made without departing from the gist of the present invention. Can be added.

1 Information processing device 10 Acquisition unit 20 Input unit 30 Display unit 40 Customer journey map creation unit 42 Phase estimation unit 44 Measure decision unit 46 Service mode change unit 60 Storage unit 62 Customer information 64 Action log 66 Questionnaire response information 68 CJM frame information 70 CSJ content information

Claims (12)

An acquisition department that acquires information on the behavior of the customer up to the prescribed behavior as the original information of the customer journey map visualized for each phase.
A creation unit that creates a customer journey map based on the original information acquired by the acquisition unit,
It is equipped with an estimation unit that estimates which phase the customer of interest is in in the customer journey map.
The creation unit creates the customer journey map in association with a persona in which information representing a person image is set.
The estimation unit selects the customer journey map associated with a persona whose information representing a person image is close to the customer of interest, and the customer of interest uses the selected customer journey map to select the customer. Estimate which phase you are in on the journey map,
Information processing device. The acquisition unit acquires information on the execution behavior of the customer and an action log on the customer's network as the original information.
The information processing device according to claim 1. The customer journey map created by the creation unit includes changes in the customer's emotions as elements.
The information processing device according to claim 1 or 2. The acquisition unit acquires the change in the customer's emotion, which is an element of the customer journey map, as a questionnaire result and estimates it from the observation information of the customer, or estimates it from the behavior log on the customer's network.
The information processing device according to claim 3. The creation unit creates the customer journey map based on the information having the highest appearance frequency among the information corresponding to each phase in the customer journey map.
The information processing device according to any one of claims 1 to 4. The estimation unit estimates that the customer of interest is in the next phase of the phase in which a certain amount of information or more is collected for each item in the customer journey map.
The information processing device according to any one of claims 1 to 5. Based on the phase estimated by the estimation unit, a measure determination unit for determining measures for bringing the customer of interest to a predetermined action is further provided.
The information processing device according to claim 6. The measures determination part, based on the estimated phase, in the shopping page customers to the interest to browse, to determine the measures for changing the recommendation contents, in response to the estimated phase proceeds initially widely Introduce the product, then narrow down to the area of the product that the customer of interest is interested in, and when the purchase of the product is decided, introduce many other products related to the decided product. To decide the above measures,
The information processing device according to claim 7. A service mode changing unit that changes the mode of the service received by the customer of interest based on the phase estimated by the estimation unit is further provided.
The information processing device according to any one of claims 6 to 8. Based on the phase estimated by the estimation unit, an advertisement content change unit that changes the content of the advertisement on the electronic page viewed by the customer of interest is further provided.
The information processing device according to any one of claims 6 to 9. The computer
Obtain information about the behavior of the customer up to the prescribed behavior as the original information of the customer journey map visualized for each phase.
On the basis of the obtained original information, to create a customer journey map,
Estimate which phase the customer of interest is in in the customer journey map,
At the time of the creation, the customer journey map is created in association with the persona in which the information representing the person image is set.
At the time of the estimation, the customer journey map associated with the persona whose information representing the person image is close to the customer of interest is selected, and the customer of interest selects the customer using the selected customer journey map. Estimate which phase you are in in the customer journey map,
Information processing method. On the computer
Information on the behavior of the customer up to the prescribed behavior is acquired as the original information of the customer journey map visualized for each phase.
Based on the original information obtained by the acquisition, to create a customer journey map,
In the customer journey map, let the customer of interest estimate which phase they are in.
At the time of creating the customer journey map, the customer journey map is created in association with the persona in which the information representing the person image is set.
At the time of making the estimation, the customer of interest selects the customer journey map associated with a persona whose information representing a person image is close to the customer, and the customer of interest selects the customer using the selected customer journey map. Lets you estimate which phase you are in in the customer journey map,
program.

Images