「LINE」が変える”これからのカスタマーサービス”/CRMカンファレンス まとめと振り返り





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5月27日に大阪で開催された「コールセンター/CRM デモ&コンファレンス 2015 in 大阪」に参加してきました。

本業は「Webエンジニア」もしくは「マーケティング」なのですが、インハウス事業をしているため知見としてはコールセンターも知っておかねばならないと思い参加したのですが、いよいよもって職種がよくわからなくなってきましたw

簡単に参加したセミナーの感想やメモを共有したいと思います。




目次

「LINE」が変える”これからのカスタマーサービス”

LINE
上級執行役員 法人ビジネス担当
田端 信太郎 氏

LINEの媒体資料 2014-04月〜09月期

まずはコチラをご覧ください。

11ページにあるように、20代以下の若年層の接触時間は
TV < スマートフォン
となっています。
そうなっている以上、若年層にリーチしたければスマホに予算を割くべきである。
  • 若者の酒離れ
  • 若者の車離れ
  • 若者の〜離れ

などと、いろいろと若者離れと言っているが、その根源は若者の見るメディアである「スマートフォンやWeb」に対してリーチ出来ていないのではないか。

つまり、離れているのは若者ではなく、我々メディア側が若者にリーチすることを怠り、成果が上がらないことを「〜離れ」と揶揄しているのではないか。

→ 接触時間がTVと同様であれば、スマートフォンにも同等の広告予算を割くべき。

スマホの時間消費

スマホ時間消費 ニールセン資料1

2014年ニールセン調査によると、1時間48分の利用のうち、72%がアプリ。

スマホ時間消費 ニールセン資料2

また、そのアプリのうち月に10回以上利用するアプリは9個程度である。

  • LINEのMAUは63%であり、上位10個に入っている可能性が著しく高い
  • アプリの83%がゾンビ化している(出展:TechCrunch
    • ほとんどのアプリは作るコストがかかる割に利用すらされない。

コストを掛けて、使われない可能性が高いアプリを作るくらいなら、LINE上にアカウント・広告掲載を行ったほうが良い。

LINEに企業アカウントを開設するメリット

  • LINE@のメッセージ開封率は「53.8%」
  • プッシュ通信でお知らせされるので、ワンタップで開封される。
  • また、メッセージの管理はLINEビジネスコネクトで既存のCSフローに載せることが可能。

LINEビジネスコネクトとは?

LINE公式アカウントの各種機能を企業向けにAPIで提供し、カスタマイズして活用できるサービスです。

一方通行のメッセージ配信だけでなく、特定のLINEユーザーに対してより最適化されたメッセージを送り分けることができるようになります。

媒体資料より抜粋

LINEビジネスコネクトでCSを実施するメリット

稼働平準化

TELのみではなく、自動応答のシステムなども組み合わせることで、稼働負荷の集中を避けることができ、平準化が期待できる。

対応時間拡大

自動応答システムを利用すれば、事実上24時間対応可能。また個別対応でも受信自体は24時間可能なので、顧客に対してフレンドリーである。

写真で状況を説明可能

文章だけで説明が難しい物も多いが、写真で状況のやり取りが行えるのでカスタマーサービスが柔軟になる。

利用例

  • 中古品の査定
  • パソコンの操作説明
  • 家電などのエラーメッセージや故障状態の確認

不在時でも連絡可能

受信はいつでも出来るので、小規模コールセンターなどでも稼働させやすい

他チャネルとシームレスに連携

ビジネスコネクトはメッセージの送受信をAPIでやり取りするだけなので、既存チャネルと別のフローを作成する必要がなく、シームレスに同画面でやり取りが可能。

心理的ハードルが低い

若年層は特に普段から利用しているアプリになるので、気軽にやり取りが行える。

今後見込まれる活用法

  • オムニチャネルの実現基盤として
  • ICT時代のリモコンに
  • 人工知能の実装で「検索」から「会話」へ

まとめ・所感

時代が変わればツールが変わり、幼い頃からそのツールを利用していればその環境が常識となる。
しかし、社会を動かしている世代と新世代の常識が合致することは少ないため、いろいろと不具合や軋轢が生まれる。

そのため、新たな顧客を取り入れることに難航している業種も少なくないと思う。

LINEを会社内のチャットとして取り入れている会社も徐々に増えているらしい。

顧客対応ということを考えると、顧客の実情を理解し、それに適合することで満足度の向上が見込めるので色々とアンテナを張ってついていく必要があると再確認した。

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