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国産CRMベンダーのマーケット・ガイド:2023年 (デジタル・コマース編)

Published: 08 February 2023



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  • Gartnerは、デジタル・コマースをCRMアプリケーションの一角と定義するが、国産ベンダーは製品に対する考え方の違いや世界的なプレゼンスの低さなどの理由から、その製品を世界規模のものと同じ基準で評価することは容易ではない。

  • 国内企業のE-Commerceは独自開発が多かったが、昨今のテクノロジの進展や顧客の大きな変化に対処しきれず、既存システムの刷新には大きな変革が求められている。

  • 従来の対面型商取引はデジタルを介した形へと急速に進んでいる点に加え、デジタル・テクノロジを活用した顧客コミュニケーションの広がりによって発展的な販売機会を創出する可能性を生み出している。


CRM、カスタマー・エクスペリエンス (CX) およびデジタル・コマース業務をサポートするアプリケーション・リーダーは、以下を行う。

  • 単一のデジタル・コマース専門ベンダーに依存せず、戦略的で体系的な業務支援についてはグローバル・ベンダーの製品、日本固有の個別的な対処については国産ベンダーの製品を組み合わせる

  • 大幅な刷新が必要な場合には、経緯、慣習、表面的な要件だけにとらわれず、本来の目的と方向性を再認識し、経営陣から関連部門にわたる合意を取り付ける。

  • 主に人的リソースで商取引に対処していた企業は、企業と顧客間のコミュニケーションの抜本的な変化に鑑み、デジタル・テクノロジを活用する。人手不足に対処する上でも自動化を推進する。

  • 販売機会の創出には、コマース機能だけでなく、CX全体を改善するための各種関連機能と連動させる。そのためにサイロの課題を克服し、将来的な変化に対応できるアーキテクチャを重視する

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Kensuke Kawabe

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