経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

「アンケート」と聞いて何を想像する?

投稿日:

こんにちは。NISHIです。

先日も外でランチでしたが、
飲食店ってテーブルにアンケートを
設置しているお店、結構多いですよね。

私、一度も書いたことありませんが、
あります??書いて出したこと。

よく「社長室直行」なんて
書かれていたりしますけど、
ああいうのって毎月どれくらい
使える回答が返ってくるのかなぁと
思うこともしばしば。

カレーのココイチの創業者さんは
確か、毎日アンケートに目を通し、
「改善を地道に積み重ねてきた」
というくだりをどこかで聞いた記憶が
ありますので、アンケートも
あながち無駄ではないかなと。

ま、ココイチの場合だと
店舗数が全国に相当数ありますから、
たとえ1店ああたりに回収できる
アンケート数が少なかったとしても、
チェーン全体だと累計でかなりの
数が回収できます。
であれば、意味はありますよね。

さて、ここ最近、繰り返し繰り返し
「マーケッター視点を養うべし」と
お伝えしていますが、

顧客の意見を吸い上げる手段=アンケート
アンケート=顧客の意見を吸い上げるモノ

と、頭の中で
自動的に回路が出来上がっている人って
いまだに多いんじゃないかなーと思います。

つまり、
アンケートという言葉にひっぱられている、
———————————————–

というわけです。

スケールメリットで一定数以上、
回収できるのならまだしも、
思考停止になって無目的で取り組んでも
印刷代のムダでしかないかなと。

で、
マーケッター視点を身につけ、
マーケッター能力を磨き、
コンサルでもビジネスマンでも
必要とされる人間になるためには、

自分で言葉を定義しなおすこと。
———————————-

これが必要です。

たとえば、今日、
話題に出しているアンケート。

確かに、
「アンケート=顧客の意見を吸い上げるモノ」
でもありますが、そうとも限りませんよね?

【さるまけ】でも、アンケートは
【顧客の評判を集める手段】として
紹介しましたし、
アンケートを【販促物】として使う
という方法もあるにはあるのです。

この場合、アンケートは、
人によって定義の仕方によって、

顧客の意見を吸い上げるモノや
顧客の声、評判を集めるツール、
販促ツールにもなるわけ。

マトモなマーケッターになりたいなら、
一般的な言葉の定義に引っ張られず、
自分で定義できる能力は必須。

格好いいっぽい表現をするならば、
「本質を見極めよ」という表現に
なるのでしょうが、少し大げさかな。

ともかく、
・言葉の定義に引っ張られていないか?
・言葉を定義しなおすとどうなるか?
を、自分の感覚でやってみてください。

では。

NISHI

-日記

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