「組合員が参加する情報ツール」

<![CDATA[※月刊 商工埼玉2008年11月号 ほっとコーナー(掲載)

(協)さいたま総合研究所
理事 WEBマスター
黄倉 光治
http://sketto.com/

当組合員の参加する「情報ツール」はブログを基本として、「まぐまぐ」を利用した月1回発信するメルマガとリンクさせメルマガ読者がブログのコンテンツを見られるように誘導しております。

■情報発信の重要さ
このように仕組みを述べてもあまり意味がない、といいますのも、ツールと言っても、使うのは人間、使う側が情報発信の重要さが理解してないと続かないものです。
情報発信が重要だと認識されるのは、「顧客との接触頻度と売上げは正比例している」という多くの経営者が直感していることに由来しています。
つまり、顧客との接触頻度が上がれば上がるほど、どんなことで困っているか? また現在の商品に何が不足しているかなど、競争に勝つ上で必要な情報がタイミングよく入手できるようになります。
そして、顧客の悩みや競合と差別化する貴重な情報を得ることで、販売機会が増え、また商品の改良、開発をスムーズに行えるようになり、安定的なリピートを起こしやすくなってきます。
このように顧客との接触機会を多く持つことは売上げにきわめて重要な働きをもっています。
私はマーケティングリサーチ時代に、顧客への情報発信としてFAXを利用して最新マーケティング情報リストを定期的に発信していました。
このリストは、広告代理店の方や、上場企業の企画開発マーケティング部門の方に、いざという時の為に保管され、機会ある毎に「こんな情報ないか?」と問い合わせをいただきました。
また普段足を運べない山奥の研究所や北海道や九州などの今まで縁のなかった顧客にも回覧され、意外な注文が入るようになりました。
情報発信することが意外なビジネスチャンスをもたらしたのです。

■情報を発信する為に「己を知る」
さいたま総研でも、情報発信しようということになり一番最初にぶち当たった問題はフォーカスという問題でした。
○フォーカスとは、「自分は何の専門家なのか?」顧客から見たイメージです。
2003年、情報発信の基盤となるホームページの改修に伴い、さいたま総研のフォーカスをどうするかというテーマが持ち上がりました。
しかし、様々な嗜好をもった組合員の方向性を一つに纏めるのは至難の業であります。
しかし、何事もぶつけてみることです。かなり白熱した議論の末、「経営革新のリーディングファーム」というイメージに落ち着きホームページのリニュアルを行いました。

■最新ツールを活用する
フォーカスをホームページに表現し、さらに「まぐまぐ」を利用したメルマガの発行、新規メルマガ読者獲得10位に入り、一気に750名の読者を獲得し、月1回のメルマガを発行を開始しました。
その後、組合員の情報発信スキルアップとコストダウンを兼ねてブログを活用することにしました。ホームページを業者に作成してもらうのではお金がその都度かかります。それをブログにすれば、ボタン一つで組合員が情報発信できるようになります。
そこでMovableType(カスタマイズ可能なブログプログラム)を組合のサーバ内にインストールし、さらに60歳を超えた組合員でも使えるように、操作をビデオ化し学習できるようにしました。

■次なるステージへ
情報発信は、フォーカスの決定から情報ツールの活用という段階を経て、次のステージを開らきつつあります。
白熱の議論から「経営革新のリーディングファーム」というコンセプトが生まれ、そこから総研で現在一番伸びているビジネスレップ事業(経営革新と販路開拓をセットにしたサービス)が生まれました。
さらに今回、「総合参謀」という経営者の為に弁護士、中小企業診断士、税理士、社労士、ITスタッフなどへ、いつでも相談できるサービスが開始されています。

総合参謀システム図

現在はメール主体ですが、次はスカイプ(無料IP電話・TV会議も可)を活用して社長の様々な悩みに解答を出す仕組みが実現されるでしょう。すべては情報発信するところから始まりました。

(連絡先)http://www.ss-net.com/>

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