Human resources management flow
[Human Resource Management Flow]
From
here on, we will explain the flow of human resource management.
In this section, we will learn what human resource management flow is and deepen the understanding of management points in each flow.
Human resource management flow (flow of human resource management) can be roughly divided into three: " inflow ", " internal flow " and " outflow ".
In other words, in corporate organization, people of all levels join, and after working, they are retiring.
The key point in this flow is to respond to the request to " secure talented personnel with appropriate abilities to a proper number of personnel ".
Also, as we respond to that request, it is necessary that each function (recruitment, training, human resource utilization, promotion, promotion, retirement and retirement) of the personnel system is fair and impartial, and it meets social law standards Yes.
What is more important than anything is that decision making in these areas will have a major impact on management planning and decision-making on sales, profits, growth, etc.
In other words, decision making in human resources management will decide the preconditions for achieving management strategy as a company and fulfilling its responsibilities to employees and society.
This decision is an important decision not only to be in charge of personnel department personnel, but also by each staff and manager.
In human resources management, it is necessary to constantly consider human resource flows with awareness of the relationship with management strategy.
As explained in the difference between traditional personnel management and human resource management, it is important not to separate as individual functions such as recruitment, training, placement, promotion, but to see the whole as a base of management as a whole .
To do that, it is necessary not to make use of the function when something happens, but to constantly operate in a coordinated manner with the Human Resources Department and the site.
Let's take a look at the labor market before explaining each function of concrete flow.
Human resources management flow
The labor market is divided into two categories: "external labor market" and "internal labor market".
"External" "internal" here means that it is outside or inside the enterprise organization.
In other words, the external labor market is an open labor market outside the company (such as high school, university, vocational school, job hunting worker, job seeker, job change applicant etc.), and the internal labor market is internal It is a labor market (an employee who joins the company and is enrolled).
Procuring people from the external labor market means to recruit and recruit talent from the outside.
On the other hand, procuring people from the internal labor market is to procure human resources through in-house placement transformation and promotion.
Considering this with the flow of human resources management as above, the part that procures human resources from the external labor market corresponds to "inflow", and the person procuring people from the internal labor market corresponds to "internal flow" I will.
Then, moving out talent from the internal labor market to the external labor market falls under "outflow".
Details of the system that constitutes each flow (for example, adopted system in case of inflow) will be explained again in future articles.
The labor market changes both externally and internally and there is a need for structural change in human resources management in accordance with the change.
In recent years, diversification of employment form has been closely related to an increase in the unemployment rate accompanying deterioration of the business environment and measures such as work sharing.
With the diversification of employment patterns, employee awareness has also changed, and it is driving the need for diverse human resources management systems.
These are closely related to values of labor, and there are new ways of working such as "flextime system" and "telework (working at home)".
Even in Japan, traditional Japanese management systems such as lifetime employment system and seniority system are changing, and employee awareness seems to be changing accordingly.
After adopting human resources like this, after recognizing that there is a series of flows in human resource management, such as promotion / pay raise within the company organization, change of placement, and finally retirement Let's.
In this trend, it is an important point for winning the competition in the environments where there is a drastic change, by fostering the recruited personnel and converting them to fighting strengths while raising the competence of the entire corporate organization I will.
Marketing in an enterprise part 1
[Enterprise and marketing]
Marketing , which is a process of developing products or services while analyzing the market environment, focusing on the demand of target customers while fully utilizing their management resources and strengths.
We can offer new value by starting from the needs that our customers are exposed and potentially holding, not production of traditional enterprises and factories.
However, marketing is not just lecture or ideal of corporate activities.
It is what you can actually do and you can practice any company, organization, or individual by taking the right steps.
In some cases, simply directing the direction of consciousness to markets and customers may have a positive effect on business activities themselves.
It is necessary for companies to conduct marketing activities based on the corporate philosophy and vision they state.
The management philosophy is the idea that is the basis of business activities by companies and other organizations, and for employees is the guiding principle of action.
For example, UNIQLO, a leading clothing company, changes clothes, changes common sense, changes the world, "and SOFTBANK Corp., a leading telecom company, has set the management philosophy of" making people happy with the information revolution ".
Meanwhile, vision is often confused with corporate philosophy and mission, but it is a concept or a future image of what kind of development and growth you want to achieve toward the future.
"We anticipate that the future will change in this way, so our company aims for ◯◯".
Steve Jobs, Apple's founder, said, "Delivering computers to ordinary people," and you were foreseeing the future that each of us like today would realize.
With these management philosophies and visions in mind, when practicing marketing, it is natural that the way each company works will differ.
You will also be able to make the best choice by considering what kind of strategy you are taking, or considering the balance with existing products and branding, and so on.
In any case, the leading role is not the provider but the customer.
That is why we are always thinking about what value we can offer to customers, and by responding timely to changes in the times and markets, we should be able to build a more effective marketing strategy.
It may take time, but it is important to act on your way.
【Example】
Let's learn more concretely about marketing activities in companies, with examples.
Please be aware that there is feeling like a living thing rather than trying to fix the company as a fixed organization.
Company A, who is engaged in funeral-related business, had deteriorated business performance due to the current economic downturn.
Because the business content is related to funeral services, I could not make a big PR, and managed to earn money by referrals from local residents and existing customers.
However, not only does it not grow alone, it can not differentiate itself from its competitors.
In this way, it is likely that even the company's survival will be in danger.
However, as the industry as a whole, you can not expect future prospects.
The era is super-aging.
Demand should surely increase, and if you execute even the right strategy, it will not be a dream to make a big leap forward.
For that purpose, including the meaning of breakthrough the current situation, we need to establish an innovative management policy here.
That is what the company president H was thinking about.
Therefore, the president of H first established a department specialized in marketing within the company.
Nonetheless, there are currently few staff, so the staff gathers only one person from each department.
In addition, they decided to have marketing strategy built with plus alpha, while engaging in regular business, rather than only marketing.
Actually, it worked.
Instead of bothering marketing experts head-hunting, by selecting from existing employees, also from the personnel of each department, the idea of marketing gradually spread within the company.
Discuss the marketing strategy through the conference and bring the results back to each department.
That series of flows changed the company-wide consciousness.
The result was "price transparency" and "aggressive sales".
The packaged products born at the Planning & Development Department are put together in a booklet with an impact by the Advertising Strategy Department, and sales staff actively encourages them through individual visits.
Such a method to break the common sense so far was all obtained by practicing marketing.
When
you practice marketing in-house, you tend to think about establishing an independent marketing department or entrust it to an external marketing affiliate, but in that case it may be difficult to get close to the root of the problem There will be.
The reason is that the fundamental of business is the field and the staff who directly confront customers are highly likely to be sensitive to both their needs and wants.
In the case of Company A, we decided to establish marketing special department by practicing marketing, but by gathering personnel from each department, it leads to spreading the importance of marketing throughout the company It was.
The organization of the company seems to be independent of each department, but in fact it is the greatest purpose to combine complex elements and produce synergistic effects.
That's why we need to make comprehensive efforts by doing company-wide marketing.
In that sense, it may seem that marketing players do not necessarily have to be identified as departments.
However, it is also a fact that consciousness is born inside the company by establishing a department specialized for marketing.
What is important is how to disseminate it to all employees about themselves.
Even in that sense, it can be said that Company A's work was successful.
Regardless of whether the performance is good or bad, competition with competitors will not be over in the present age where things are overflowing.
Also, even if it is an oligopolistic market, finally choosing products is a customer, so it is quite possible that any complaints that are accumulated will be superseded by other companies or industries .
Before being admonished by the sense of crisis, it is important to practice marketing.
Marketing strategy development process Part 1
[Formulation of marketing strategy]
Marketing will start from the market or customers.
On that assumption, no matter how good the product or manufacturing / development technology you have, you can not start to make products and services suddenly.
In order to properly approach markets and customers, it is necessary to take steps to analyze information, to plan and execute, and to execute.
As in the past, like a factory like "You can sell if you make good goods and services" "It will be purchased if you gain awareness," "You will be chosen better than others if you know the goodness", or from a supplier-oriented perspective , We can not do business activities that produce results.
It is a contemporary feature that the market is saturated, and things and services are overflowing.
That's why we need marketing.
The concrete process of marketing is classified into the following six.
<Process for developing marketing strategy>
1. Marketing environment analysis
2. Identification of marketing issues
3. Selection of target market
4. Positioning
5. Optimization of marketing · mix
6. Formulation of execution plan
Thinking about in a big framework, "1. Marketing environment analysis", "2. Identification of marketing task" is the stage of analyzing information, "3. Target Market Selection", "4. Positioning", "5. Marketing · Mix optimization "is a planning plan, and" 6. Execution plan formulation "is the execution phase.
Comment on the individual elements will be done in the second half, so please first grasp the general flow.
【Example】
Let's deepen our understanding of the marketing strategy formulation process through concrete examples.
Why do you have to go through six steps? "" What kind of things can be obtained in each process? "
<Example>
A, a medium-sized home electronics mass merchandiser, is a long-established store that has been in operation for more than 50 years since its establishment, but management is under pressure due to the recent expansion of large stores.
Just simply selling excellent household appliances announced by Japanese manufacturers at retail prices as they are is no longer able to compete with major players who are planning to use thin economies using the economies of scale .
In order to overcome this situation, Z, the founding president, decided to change the fundamental policy on sales strategy.
In the way it used to be, it is inevitable that it is inevitable that it will become dilapidated anyway.
However, I am just holding a head on what kind of sales strategy should be implemented.
Without a specific strategy, time alone will pass.
Well, there was a proposal as to whether to adopt marketing theory from Y employee.
Mr. Y is a one-time sales clerk in the store, but it is a fierce employee who always achieves the goal every week.
Especially, it was highly appreciated by the company because it has a reputation for recommending products to regular customers, and has achieved a sure result even with a small number of visitors.
According to Y's proposal, in order to break through the current situation, it is necessary to formulate a marketing strategy from the beginning.
It takes time.
As a result, the surroundings showed a bad color, but the president of Z who was seeking a fundamental policy change decided to accept the proposal.
Either way, it is clear that the business performance of the company is getting worse as it is.
When deciding the marketing strategy, I decided to do it with the flow of information analysis, strategy planning, execution plan.
It certainly took a while, but in the coming months it was able to properly reflect the strengths not found in other companies, and the company was also brisk.
The marketing strategy of Company A is still to come, but it is a result that we can see a glimpse of the effect.
CRM (Customer Relationship Management)
CRM (Customer Relationship Management)
customer relationship management (customer relationship marketing)
CRM (Customer Relationship Management) is a management method (or marketing method) that continuously builds relationships with specific customers , thereby improving sales, profits, and corporate value as a result .
Based on the idea of customer lifetime value (LTV), customer selection, etc.,we aimto raise customer 's satisfaction andacquire and maintainimportant customers by conducting marketing with afocus oneach target. When implementing CRM, keep the following flow in mind.
① Build customer databases, etc. to gather customer information and grasp / identify cut points of segmentation and customer needs .
② Select and rank customers who are important for their company .
③ was the target customer of needs products and corresponding to the service to focus on providing a customer to win.
④ We will make efforts to maintain that customer, thereby increasing sales.
What is marketing? 2
Let's further deepen our understanding of the meaning or necessity of marketing through examples.
Mr. A working as a salesperson at a major insurance company had a headache in sharply reducing the number of sales in recent years.
Even though we could easily get large contracts by simply opening up business to a factory or a factory, in modern times, no matter how many companies or factories we were going through it was quite successful not.
Moreover, the pressure from the company is getting stronger.
If the results worsen like this, it will hurt your life.
So Mr. A decided to listen to Mr. B, a former colleague who switched to an Internet life insurance company F.
F company is a fast-growing company, despite being a start-up company, in the last few years it has not quite closed to other life insurance companies.
Perhaps I thought that the mainstream of future insurance would be the net, and decided to explore the reasons for good performance.
Mr. A who is listening to the secret of popularity of F company in a straightforward way with a public talk.
So it was the word "marketing" that jumped out of Mr. B's mouth.
Mr. B: Actually, in fact, the fact that the insurance industry is suffering in recent years is a fact. Everywhere the performance is sluggish is the same. In our case, I think that being able to contract on the net is only an element to the last. Besides that, I think that it is important that the idea such as "what customers are seeking" and "what kind of products can be provided for the demand" is fundamental. In other words, it is marketing. I want to sell "I want to sell", it is not time to buy.
<Comment>
Indeed, the characteristic of F company is that it is possible to contract for life insurance on the Internet, but in fact, because the precise marketing was carried out, performance was upward.
Mr. A did not notice the point and he thought that it was easy to say, "Can you sell it if you sell on the Internet?"
However, it was admonished by Mr. B.
From now on, as a strategy that Mr. A can take, it is likely to select the target customer and provide the optimal product according to the wants (desire) while exploring the needs (necessary).
Alternatively, if marketing is difficult on an individual basis, you can appeal the necessity to the company.
One proposal is that the Internet can be utilized for young people.
【Difference between "Needs" and "Wants"】 It
is about the difference between the need (needs) and the desire (wants) , which is important in understanding marketing .
Although each nuance is similar word, when thinking about approach to a customer, it is impossible to build a correct strategy without being able to say the difference between them.
Here again, let's grasp the difference between the two.
<Needs (needs)>
Humans are constantly looking for something.
It depends on time and occasion, but if you are thirsty you will want water, and if you get hungry you will ask for food.
In addition to such physiological necessity, we may ask for brand products because they are "owned by everyone" and sometimes ask for "to live more conveniently" cars I guess.
As you can see, the need for feelings rooted in the necessity of human beings is their needs.
The characteristic of needs is that the objects are not necessarily individual specific things.
Just because you are thirsty does not necessarily mean that water is necessarily.
Some people want juice and coffee.
In business, it is important not to pay attention only to the customer's superficial needs, but to dig further.
What is marketing?
<Wants (Wants)>
On the other hand, wants is the desire that arises when the needs are materialized as real products.
Water and coffee for the thirsty needs and bread and rice for the needs of being hungry.
By firmly grasping customer needs, we will be able to provide more optimum wants.
However, what is subject to Wants is not necessarily an existing product.
There are many things that products that make use of new technologies that we have not seen yet stimulate customers' wants.
That is why companies are announcing new products one by one, and the pursuit of Wants is a factor that exerts a great influence on the competitiveness of companies.
What is marketing?
【Summary】
· Age when modern can not be sold simply by making products and services
· "customer thinking" is important rather than "seller thinking"
· marketing starts from "customers"
· customers "needs (needs)" The one that embodied it and "Desire (Wants)"
What is marketing? 1
Today, the way to make and sell products and services in large quantities anyway will no longer work.
In the modern age where the economic growth period is inevitable, the economy worsens and even when things are overflowing, even good products and services are not to be sold from soba making.
This is because the number of supplies exceeds the demand of consumers.
In the first place, there is a consumer who wants a certain thing or service, and there is a company or individual who provides it.
In the past, when there was not much, the demand was more than the supply amount, so the company was able to sell products and services from side soon without difficulty.
In other words, it was a time when producers / sellers dominated.
How about now?
Foods, clothes, houses, and cars are produced to compete for many companies, and are sold in large quantities.
Considering from the Japanese population, it is obvious that it is oversupplied, and it is no longer possible to sell as it is just because it was made.
Even if you say "How much vegetables are tasty, it's fresh," those who are already hungry will not buy it.
That's why we need "marketing".
Marketing is not to manufacture or sell products as you like, depending on the circumstances of the provider, but to optimize from manufacturing to sales in a way that fits the market, or market.
In other words, it will be "a mechanism to sell" or "a mechanism that can be bought".
It is important to gather information, build prospective corporate strategies and tactics, and propose better services to customers.
What is marketing?
The American Marketing Association defines marketing as follows.
"Marketing is an activity to create, transmit, deliver, and exchange valuable offerings for customers, clients, partners, society as a whole, a set of institutions and processes"
Let's also look at the definition of Philip Cotler, the leading expert in marketing research.
"Marketing is a social and administrative process that fulfills what individuals and groups need (needs) and desires (wants) through creation and provision of value and exchange with others."
In any case, the keywords that become points will be around "customers" "value" "creation" "exchange" "necessary (needs)" "wants (wants)".
From these words, redefining the marketing will be as follows.
"Marketing is a mechanism that creates goods and services that are valuable (needs) for customers according to their desires (wants) and allows them to be provided smoothly by equivalent exchange, or a process (process)"
It is up to each person to understand what kind of marketing is to be understood, but please try to understand the point firmly.
By defining individuals as easy to remember, you will be able to recall the elements necessary for marketing in every situation.
No good theory or law is meaningful unless it can be utilized in the actual site.
Instead of memorizing, try devising until you fall short.
What is the difference between CRM and customer loyalty improvement?
What is the difference between CRM and customer loyalty improvement?
【Customer Loyalty Column: 4th】
CRM (Customer Relationship Management) is an activity that has been traditionally tackled to maintain ties with customers. In order to form customer loyalty, we introduce the issues that existing CRM activities had and the elements necessary for improving royalties.
February 10, 2016
Customer loyalty
CRM (Customer Relationship Management) and customer loyalty
In some companies, customer loyalty is expressed as "bonds with customers", and the improvement of customer loyalty is regarded as the formation and strengthening of bonds with customers.
In this way, the customer loyalty improvement activity seems to be similar to CRM (customer relationship management, which is conventionally existed within the company, "customer relation management" in literal terms).
However, in reality, many companies are felt the problem consciousness that despite already working on CRM, they are not sufficiently connected to the creation of Royal customers.
In order to succeed with improving customer loyalty, it is necessary to clarify factors that past CRM activities have not led to royalty formation, and to avoid taking the same steps.
What is CRM (Customer Relationship Management)?
When we arrange again, we can explain that CRM is an activity that leads to better relationship building and improvement of satisfaction by making detailed correspondence according to each customer's circumstances based on customer attributes and contact history.
The concept of CRM itself is customer-oriented, and it is wonderful. However, at the actual operation site, the original concept has not been realized easily. As a part of marketing, CRM activities remain "efficient" in selling and are not connected to "deepening" the relationship with customers .
Background that the concept is not realized is technically restricted, such as not being able to manage enormous amounts of customer data, but we consider that there are serious problems in "indicators controlling activities" and "viewpoints of customer information" ing. Let's explain these two issues.
CRM issues (1) Increase in LTV (lifetime sales per customer) is the final goal
The first issue of CRM's task is how to set "indicators to manage activities".
Like the relationship of human beings to each other, customers and business relationships (or bonds) is deepened in a two-way exchange is repeated that "from the customer to the company," "from the company to the customer", we are strengthening those .
However, in CRM activities, maximization of LTV (lifetime sales per customer) , which is "from customer to company" is finally set as a goal to be achieved, and customers who are "from enterprise to customer" Value provision and satisfaction creation to the company is often not managed .
For example, in "RFM analysis" which is commonly performed in CRM, in order to realize LTV maximization, with respect to each customer
Recency (When is the latest purchase date?)
Frequency (how often you are purchasing)
Monetary (how much purchasing it is cumulative)
And analyze it to realize effective communication tailored to the attributes of the customer, but we are dealing with only the flow of money from the customer to the enterprise, and it matches the money from the company to the customer Whether value is really provided or not has not been visualized.
As a result, if there is a timing where sales are desired as a company side, measures such as CRM and sending a large amount of campaign mail will be executed as "effective measures" leading to achievement of goals. In spite of the fact that such measures are actually likely to produce customers that have been damaged royalties such as "they have been bought in the campaign and bought but later regretted."
"Effective communication" in CRM activities has the danger of becoming effectively "only for companies" without effective customer perspective. In order to improve customer loyalty, we will take advantage of CRM's reflections to introduce indicators that can be managed by "status of value delivery to customers" and "state of satisfaction of customers" and manage corporate activities It is important.
Problems of CRM (2) Measures are overwhelming with campaigns
Another challenge for CRM is in "viewpoints handling customer information" collected.
CRM focuses on LTV maximization as described above, and as a result, purchasing data such as who got where, when, where and what he bought is the center. Based on this purchasing data, we try to optimize communication with customers, but in fact the handlers derived from purchasing data tend to be limited.
As a background to this , the fact that the data managed by CRM bought a certain product "is the fact that the customer bought a certain product , " Why did the customer buy this product? "" after the one, "" purchase, such examination was carried out as, in the background, such as actually what was happy to try to use the products "do not come to look is because.
Customer's purchasing data is merely a "result that has already happened" and it is necessary to work on the psychology behind those actions to examine measures to promote customers' future actions, but in CRM such customers The viewpoint of managing information is missing.
As a result, appealing messages to customers born from CRM often converge to campaign measures such as price appeal common to all people, "point-up campaign" or "coupon preferential treatment".
In particular, this trend is noticeable in Internet companies that are making progress with the use of customer data from early on, and we are also often hearing stories saying "We are caught up with all direction campaign measures in place".
Challenges of CRM activities
Activities to increase "customers gain" are essential for improving royalties
According to "Management of customer loyalty" (James L. Hesskette, Leonard A. Shreensinger, W. R. Sasser · JR, 1998, Nihon Keizai Shimbun) , customers of certain products and services The value for customers is determined by the balance between "what customers get from their products / services" and "what customers spend to get their products / services."
What the customer gets and what he / she spends each have the following elements.
- 【What customers get from the product / service】
"Result" obtained through products / services (eg, in the case of limousine → comfortable movement to the destination)
The quality of the process the customer gets results (eg for limousine → driver's smile or kind response)
【What the customer spends to obtain the product / service】
Selling price of products / services (example: limousine → fare paid to driver)
Cost of obtaining products / services (example: in the case of limousine → calling for dispatch request)
Considering the above, in order to raise the value offered to customers and improve their royalties, there are two ways to increase customer loyalty, (1) Increase what customers gain, and (2) Reduce what customers spend There is a direction.
In the present age where things are overflowing and the competition is intensifying, companies that can realize both (1) and (2) at the same time are getting superiority, whereas the actual CRM is the LTV It is becoming an activity to repeat the campaign measures to maximize, and it tends to be emphasized only to reduce what the customer of (2) spends.
As a result, CRM alone makes it more difficult for customers to increase their value and build a competitive advantage.
While the selling price and acquisition cost of products and services are easy to see and quantify and manage easily, the "results" that customers are seeking for products / services and the quality of the process to obtain the results are based on customer's " Psychology ", and it can not be understood simply by looking at purchasing behavior of customers.
Why do customers want products / services of their company
What do customers think about "results" that our company's existing products and services provide
Does the problem occur in the process until the customer obtains the "result"?
Even if it takes some trouble, from the viewpoint of raising royalties, it is important to ask customers about the above questions and try to capture customers including subjective and qualitative information.
Two elements necessary for improving customer value
Two points necessary for creating a Royal customer: "Indicator" and "Perspective"
In order to succeed in royalty improvement activities without taking the same steps as CRM activities, it is necessary to monitor the part overlooked by CRM, that is, "value provided from enterprise to customer" among customers and company interactions, It is necessary to understand the subjectivity of the customer and increase the value for the customer.
The following two tools are important for taking such correspondence.
- Correct indicator = Introduction of royalty indicator
- Correct Perspective = Understanding Customer Experience
In the next column, we will introduce details about each element.
