January 2018
Beginner to intermediate
370 pages
8h 5m
Japanese
Content preview from マッピングエクスペリエンス ―カスタマージャーニー、サービスブループリント、その他ダイアグラムから価値を創る
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258
10
章
カスタマージャーニーマップ
10.1
カスタマーライフ
サイクルマップ
マップの制作者の中には、CJMとカスタマーライフサイクルマップを区別
して考えている人々もいます
*
。後者は前者よりもさらに視野を拡げて、顧客
が対象の企業と生涯にわたってもつ関係を図示します。カスタマーライフサ
イクルマップを構成する「段階」はCJMのものよりやや抽象的となるのが普
通で、特定のジャーニーよりもむしろ総体的な関係を表現します。
カスタマーライフサイクルの手法の歴史は1960年代初頭まで遡ることが
できます。具体例としては、米国の技術者ラッセル・コーリーが開発した
広告効果の測定法があげられます。コーリーが「Defining Advertising Goals
for Measured Advertising Results（広告効果の測定のための広告目標の定
義）」と題して1961年に発表したレポートの中で提案したこの手法は略して
「D
ダグマー
AGMAR理論」と呼ばれており、インタラクションの過程は「unawareness
（未知）」から「action（行動）」までの5段階に分けられるとしました。同年、
マーケティングの専門家であるロバート・ラビッジとゲイリー・スタイナー
もこれに類する「ラビッジ・スタイナー・モデル」を提案しています
†
。
1960年代に提案されたこうしたモデルをもとにして最初期の包括的
なライフサイクルマップのひとつを開発したのがカナダの研究者、ジョ
ン・ジェンキンズです。1972年
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.