【2024年最新】おすすめのCRM10選をご紹介|導入のメリットや製品を選ぶときのポイントを徹底解説

2024年8月8日2024年9月5日

CRMってどんなツールなの？

最近では色々な企業からお知らせやクーポン券の配布などが届くようなことが常になりました。その中でもお目当てのショップなどから嬉しいお知らせやクーポンなどが届くと嬉しいものですよね。

お気に入りのショップからの最新情報などは嬉しいものです。顧客のニーズが広がる中で企業側が顧客様にリピートを継続していただくことはなかなか大変なことです。沢山の情報と幅広いニーズの中で顧客様に継続してもらうことやお客様に新たに興味を持っていただくことは営業時間や業務内容の時間内にはなかなか難しいことだったりします。また企業の中で全ての従業員が顧客情報を情報一元的に共有することは難しいことだったりします。そんな中で最近いろんな企業が導入しだしているCRMについてご紹介したいと思います。

「CRM」おすすめをざっくりいうと

顧客様との円滑なコミュニケーションを図るツール
自社の従業員と顧客様との関係性を一元化するツール
顧客様の連絡先や購入履歴などメールやソーシャルメデイアなどのコミュニケーション、商談や取引の進捗情報などのチェックを1つのツールで監理することができる。

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CRMとは

CRMとは「Customer Relationship Management」の略語で「顧客関係管理」のツールとしての狭義の意味合いになります。そのツールとはいったい何なのか詳しく見ていきたいと思います。

CRMについて

CMRとはつまり顧客様との良好な関係を構築・維持する施策になります。顧客様との関係性を管理することすなわち顧客管理を意味しています。顧客情報や顧客の購入履歴情報などを集約することで一人一人の顧客様に適切な対応を行うことで顧客様と良好な関係を維持し促進させることを意味します。顧客様との良好な関係性を構築し、維持するためには顧客情報を集約し、一人一人に適切なサービスを提供する必要が出てきます。企業の規模が大きくなればなるほど顧客様のニーズが幅広くなればあるほど情報を自分たちで監理するのは難しくなってきます。今多くの企業での導入が進んでいるのです。このような理解は全社的な経営戦略に活かすことが可能になります。ビジネス展開の上で顧客様を中心に営業活動がシステム化され従業員の共有化が可能になるのです。 CRMの目的は何でしょうか？まず売り上げを増やすことです。そのために顧客様との関係性をより強固なものとします。自社の顧客様に最適なサービスを提供するためにまず顧客様を知ることにあります。 CMRを導入することにより、購入履歴や問い合わせ内容などの情報を活用することで顧客様の属性やニーズや特性を絞り出すことが可能です。そのために顧客様に最適なサービスを提供することができます。そうすることで顧客様のLTVを向上させることが可能になってきます。LTVとは「Life Time Value」の略語であり顧客生涯価値という意味です。特定の企業に対してその顧客がどれだけの金額を使うか示す指標となるものです。もちろん自社に対してそれが継続的で長期的ならなおさら良いということですが、CRMが必要とされる理由がここにあります。

CRMとSFAの違いについて

CRMは顧客との関係を管理するツールと説明させていただきました。似たようなツールの中にSFAといったものがあります。このツールを併用することで売り上げの相乗効果が望めます。それではSFAとはいったい何なのでしょうか。SFAとは「Sales Force Automation」の略語です。組織的な営業活動の効率化を図るツールであります。例えば取引で収集した基本情報や商談於進捗情報などに加えて、コミュニケーションや交渉などを数値やテキストデータとして記録することが可能です。記録した情報はリアルタイムで共有することが可能です。外出先からの取引先情報などの確認が可能です。また様々な観点から情報を分析し抽出することが可能です。これらの経験や勘に依存して属人化しやすい営業活動を標準化することで効率を上げてくれるのです。それではCRMとSFAの違いとはいったい何でしょうか。 CRMは収集した顧客情報を活用することに特化したマーケテイングのためのシステムです。それに対してSFAは営業活動で得た情報を参考に戦略を立てたりするなどの情報共有して営業活動に関する様々な業務を組織化かつ効率化できる営業のためのシステムです。

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CRM導入の基本機能

顧客のニーズに対応する必要性が生まれ、変化対応を迫られCRM導入に至る企業は少なくないでしょう。ここではCRMが必要な理由からCRMの主な機能をご紹介していこうと思います。CRMとはITシステムの一つです。時代の変化とともに顧客のニーズが多様化し従来のような経験や勘に頼った顧客関係管理の方法では企業に追いつかなくなってきています。そこでITシステムの一部であるCRMシステムを利用して顧客データをデータとし大量の情報を一元管理や整理分析することが可能になったのです。

顧客情報の管理

顧客管理とは、顧客様の細かなパーソナリテイ情報の基本的な情報、購入履歴や問い合わせ対応、クレーム対応などの履歴情報などの過去の莫大な履歴を管理できます。

顧客分析

顧客の情報の収集から構築されたデータベースを活用し詳細かつ多角的な分析ができます。経営陣は分析により迅速かつ的確な判断を下すことが可能になります。

マーケテイング支援

例えば店舗の顧客様のポイントカードの履歴をリアルアイムで経営側が集計することが可能です。顧客のポイント履歴から優良顧客の売上額をリアルタイムで産出することが可能です。

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CRM導入のメリット

今まではCRMを導入する必要性からCRMの基本機能をお伝えさせていただきました。ではCRMを導入するメリットとはいったい何なのでしょうか。

顧客情報を一元化できる

営業担当者は個別に管理している顧客情報は量が増えれば増えるほど管理が不十分になってしまいがちです。しかしCRMを導入することで顧客情報を一元管理することが可能です。それにより、顧客情報を可視化することができ顧客ごとの情報を即座に整理することが可能になります。

関係部門でリアルタイム共有

CRMに顧客情報を集約することで顧客情報を一元管理することで必要な情報をリアルタイムでチームのメンバーや部門間で共有することが可能です。経営陣は組織の遠隔操作も可能になってきます。そのため入力された情報の重複が起こらず報告が可能になります。

営業担当の行動が効率化

ペーパレス化と一つのシステムで多様なツールが集約されるので営業をリアルタイムで業務しながらエクセルの統計を顧客側に提示することも可能です。

既存顧客へのフォローで優良

収集した顧客情報の購入履歴や購入頻度や直近の購入日の情報を基にキャンペーンなどの実施日にメルマガやDMを配信したり優良顧客にクーポンや優良券を送ったりすることができる機能になります。

顧客の満足が自社の利益となる

一元管理した顧客データを活用することでお得なポイント情報の訴求がもできるようになったりします。そうすることで顧客の購買意欲や満足度を上昇させることができます。

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CRMツールの選び方

CRMのツールを使うことで多様で多数の顧客管理を一元化できることは言うまでもありませんが、業態や業種によっても企業が求めるツールも多種多様です。その中で自社にあったCRMシステムを見出す必要が出てきます。

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自社のニーズを満たす機能が備わっているか

電話と報告書と表計算とインターネットを良く使うコールセンターなどを行っている業態では、経営者側とスタッフが密なコミュニケーションを必要になります。また、それと同時に過去の購入履歴や顧客情報をすぐさま上長とスタッフがリアルタイムで共有できることが必要になってきます。このようなことを踏まえた上で、どんなCRMシステムが必要になってくるかはその企業のCRMの基本ツールを調べる必要があります。

直感的な操作が使用できるか

営業担当者が顧客に情報を提供したりプロモーションを行ったりする際直感的な素早い対応と結果、結論が求められる時があります。また、膨大な量の情報を抱えている場合でも即座な計算や分析が求められることがあります。そんなニーズに応えてくれるCRMシステムを手に取るべきです。

サポートが充実しているか

CRMを導入しても運用が定着して効果を実感するまでに時間がかかります。それまでのサポートがあるのはとても心強いものがあります。今では電話やチャットで質問できるサポート制度があるシステムを導入することをお勧めします

CRMツールおすすめ10選比較表

サービス名	特徴
SalesForce Salescloud(株式会社セールスフォースジャパン)	顧客との関係性、コミュニケ―ションを管理し、自社の従業員と顧客との関係を一元的に把握できるようにする。連絡先、購入履歴、メールやソーシャルメデイアを通じたやり取り、業務管理、商談状況のチェックなど1つのアプリケーションで行う。
SanSan(SanSan株式会社)	業務効率化に寄与するITツール。30万枚を超える名刺の管理に活用。個人の人脈を会社の社脈として活かした営業活動が行える。全社導入により、顧客情報導入基盤を構築。
UPWARD(UPWARD株式会社)	スマホやタブレットで誰でも直感的に使えるアプリを提供。提供形態はクラウド形態での提供。UPWARDは営業活動のパートナーとしてセールスパーソンの現場での営業活動を支援し売り上げを伸ばすDXツールを提供している。
楽テル(株式会社ラクス)	コールセンターシステムを回数制に。感情分析をコールセンターで活用する。顧客ニーズを吸い上げるシステム。管理ツールが豊富。コールセンターシステムの繋がらない原因と見直しのポイントを解説してくれる。
Salesforce Essentials(株式会社セールスフォースジャパン)	AIを活用してよりスマートかつスピーデイーな営業活動を実現する。ビジネスの成長に合わせて容易に拡張。クラウドだからエクセルによるメールベースによる報告業務はなし。
anybot(エボラニ株式会社	エボラニはミニアプリチャットが備え付けられた自動接客ツール「anybot」を通じて全国の町の店長さんにまで届けられるような自動化社会の実現を目指している。電話やメール、SNS アプリなどのオムニチャンネルにミニアプリやチャットボックスを利用して企業の接客自動化を実現する
Freshsales Suite(Orange One株式会社)	世界40000社の導入実績。設定が驚くほど簡単で、最短1日で運用を開始できる。セールスマーケテイングプロセス全体をカバーするクラウド型CRM／SFAプラスMAプラス電話プラスチャット機能です。競合製品に比べて6割から最大１／５価格比。
サスケLead(株式会社インターパーク)	マーケテイング強化で営業を支援。少人数でも効果を発揮。
Zendesk-ゼンデスク(フォーフュージョン株式会社)	全世界10万社以上が導入、大手企業の事例も多数。WEBサイトやメール、電話、SNS等、様々なチャンネルからの問い合わせを一元管理。業務効率化やコスト削減を実現。短時間でセットアップも簡単にできる。
Zoho CRM(ゾーホージャパン株式会社)	営業支援システム(SFA)と顧客情報(CRM)を一元管理し実際の営業活動をアシストする。WEBフォームを通じて氏名やメールアドレスの基本情報、商品やサービスの予算などの関連情報を取得する。

CRMツールを導入する上での注意点

CRMの導入メリットからすぐに結果が出やしのではないかと思われがちです。しかしながらあらゆるニーズの顧客情報と営業変化の中でいったい結果はすぐに出るのでしょうか。

すぐに利益が現れるなどの効果が現れるわけではない

CRMはすぐに導入したからと言って結果がすぐ出るわけではありません。CRMの使用目的を考えたときに顧客満足度の向上だったり優良顧客の育成なことを考えればすぐには効果が出ないことも理解ができます。導入後のウ運営を行っていきシステムを使いこなして結果はついてきます。

注目されている機能や使い方が自社に合うとは限らない

会社の体系を考えてみると何を基準にして選べばいいのか判断しかねる場合があります。自社のニーズに合ったツールを選ぶには導入する目的やコストをどこで削減したいかなどを考える必要があるからです。

CRMを導入する上でよくある質問

CRMを導入する上で様々な疑問も出てきます。どのような疑問が出てくるか以下にご紹介します。

CMRツールはどのような業種で利用されることが多いですか？

製造、卸、金融、情報サービス、建設、不動産、地方自治体など幅広い業種、業界で使われています。顧客関係管理情報が多くなれば多くなるほどあらゆるニーズに対応できるツールなので多種業種で利用されています。また、オムニチャンネルでは一貫的な優れた顧客体感を実感できます。コールセンタと店舗で受ける問い合わせについて1か所で管理したいという課題を解消してくれます。

導入時に初期設定などのサポートはありますか？

今では電話でのサポート対応やチャットでの対応が可能な企業が多いので、そのようなサポートをしている企業をおすすめしています。

CRMツールおすすめまとめ

近年ではとある化粧品会社はお肌の悩みだけではなく心理テストと心理分析を利用して自分の性格に合ったお肌のケア方法などもメルマガで届いたりもします。これもCRMツールの利用で構築したシステムになっています。 CRMツールは顧客情報をベースにしてあらゆる顧客にとって適切な情報を構築することが可能です。また営業効率を上げることで別に時間をかけることができるので接客、営業ツールとしてとてもおすすめです。またAI搭載から自社に合ったシステム構築が可能になるのです。 CRMを導入することでCRMをどのように使ってコストに見合った使い方をするかはどのように活用するかにかかっているのです。増えてきた顧客管理が大変で困ってきたという経営者様にとてもおすすめです。もともとCRMはマーケテイングや営業の手法でした。ビジョンを持つことで成果も変わってくるはずです。ビジョンを基に目標を定めるとどうやって達成するかという構築をする必要があります。自社の強みや自社製品の強みを活かしどのような価値に出せるかということです。達成する目標を据えてもそれだけで成功することはかないません。明確化した目標値を打ち出し日々の業務の中で達成していくことをモニターすることで進捗状況は把握できるところに持っていけることが可能です。 CRMツールを使えば多くの莫大な情報をグラフ化したり数値化したりすることが可能です。顧客との数値化できない内容についても保存されるデータとして時系で確認することが可能です。自社の顧客管理から顧客情報を活かせるツールがあることをぜひ提案させていただければと思っております。

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【2024年最新】おすすめのCRM10選をご紹介|導入のメリットや製品を選ぶときのポイントを徹底解説

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