Calculation system, calculation method, and calculation program

Abstract

We provide a calculation system that takes into account the mental burden on the target audience when evaluating the customer journey. [Solution] The calculation system comprises: a first consciousness bandwidth calculation unit that calculates a first consciousness bandwidth 102 indicating the degree of consciousness load that the first subject can pass through for each of the multiple steps of the first customer journey, based on a first consciousness load amount 101 indicating the degree of consciousness load required for the first subject to pass through each of the multiple steps of the first customer journey; a step acquisition unit that acquires each of the multiple steps of the second customer journey; a second consciousness load calculation unit that calculates a second consciousness load amount 103 of the second customer journey based on the first consciousness load amount; and a second consciousness bandwidth calculation unit that calculates a second consciousness bandwidth 104 indicating the degree of consciousness load that the second subject of the second customer journey can pass through, based on the first consciousness bandwidth.

Description

Technical Field

[0001] The present invention relates to a calculation system, a calculation method, and a calculation program.

Background Art

[0002] Conventionally, techniques for evaluating customer behavior patterns and customer journeys have been known. Yes.

[0003] For example, the marketing support system described in Patent Document 1 accesses first customer information consisting of information items related to customer attributes possessed by a company, and also records second customer information that overlaps in part with the information items and includes information items related to the results of a customer survey. The system analyzes the second customer information, derives customer attributes from the information items, and supports the creation of a mathematical model of customer behavior patterns for the products or services provided by the company. Then, the system displays customer attributes that have a correlation of a predetermined value or more with the customer behavior pattern among the customer attributes. Yes. Yes. Yes. Yes. Yes. Yes.

Prior Art Documents

Patent Documents

[0004]

Patent Document 1

Summary of the Invention

Problems to be Solved by the Invention

[0005] However, in the system described in Patent Document 1, since the customer behavior pattern is predicted based on the accumulated customer information, the conscious load on the customer is not considered. Yes. Therefore, each step included in the customer journey and the customer's intention in customer behavior... It is not possible to evaluate the relationship with the degree of cognitive load.

[0006] Therefore, the present invention considers the mental burden on the target person when evaluating the customer journey. The purpose is to do so. [Means for solving the problem]

[0007] A calculation system according to one aspect of the present invention provides a first custom calculation for at least one first subject. The mental effort required to go through each of the multiple steps included in the Tamar Journey Based on the first level of conscious load, which indicates the degree of the first customer journey, multiple steps included in the first customer journey Each step indicates the degree of conscious load that at least one primary subject can pass through. A first consciousness bandwidth calculation unit that calculates the first consciousness bandwidth, and a second customer journey included Each of the multiple steps is then mapped to the order in the second customer journey. Based on the steps taken to gain benefits and the first level of awareness load, the second customer journey is included. The second level of conscious effort indicates the degree of conscious effort required to go through each of the multiple steps involved. A second consciousness load calculation unit calculates the load amount, and a second customer jam based on the first consciousness bandwidth. At least one second person can pass through each of the multiple steps included in the one-day It includes a second consciousness bandwidth calculation unit that calculates a second consciousness bandwidth indicating the degree of conscious load. .

[0008] Furthermore, in this invention, "part" does not simply mean a physical means, but rather its " This also includes cases where the functions of a "part" are implemented by software. Even if the functions of the device are realized by two or more physical means, devices, or software, , the functions of two or more "parts" or devices may be realized by one physical means, device, or software It may be realized.

Effect of the Invention

[0009] According to the present invention, when evaluating a customer journey, it becomes possible to consider the mental load of the target person. This becomes possible.

Brief Description of the Drawings

[0010] [Figure 1] It is a diagram showing an outline of processing in a calculation system 100 which is an embodiment of the present invention. [Figure 2] It is a diagram showing the configuration of a calculation system 100 which is an embodiment of the present invention. [Figure 3] It is a diagram showing an example of the first mental load amount stored in the storage unit 110. [Figure 4] It is a diagram showing an example of the first mental bandwidth stored in the storage unit 110. [Figure 5] It is a diagram showing an example of the second mental load amount stored in the storage unit 110. [Figure 6] It is a diagram showing an example of the second mental bandwidth stored in the storage unit 110. [Figure 7] It is a diagram showing an example of a display screen displayed according to display information. [Figure 8] It is a flowchart showing an example of processing in the calculation system 100. [Figure 9] It is a diagram showing an example of the hardware configuration of a computer 900.

Mode for Carrying Out the Invention

[0011] Referring to the accompanying drawings, preferred embodiments of the present invention will be described. FIG. 1 is a diagram showing an outline of processing in a calculation system 100 which is an embodiment of the present invention. It is a diagram showing an outline of processing in a calculation system 100 which is an embodiment of the present invention.

[0012] The calculation system 100 is an information processing system implemented by a calculation program. This is an information processing system that calculates the degree of mental burden on the target audience during the customer journey. ru.

[0013] Here, the customer journey is, for example, the target audience (e.g., customers, service users, The changes in the behavior, thoughts, and emotions of citizens or residents are organized step by step, and the service provider This visualizes the process to reach the goal envisioned by the service provider. For example, the use, purchase, or contract for goods or services. Visiting websites that introduce these services, using administrative services, or undergoing health checkups or vaccinations, etc. This includes the use of [the service]. The service may be a commercial service or a public service. .

[0014] First, the calculation system 100 determines that the first target individual has gone through the first customer journey. The first level of conscious load (101), which indicates the degree of conscious load required for the task, is calculated. Subsequently, the calculation is performed. Stem 100 is based on the first level of attention load and includes multiple elements in the first customer journey. For each of these steps, the first consciousness zone indicates the degree of conscious load that the first subject can pass through. Calculate the bandwidth (10²).

[0015] Then, the calculation system 100 calculates the second customer journey based on the first consciousness load. The degree of mental load required to go through each of the multiple steps included in the metric is indicated by the number 2. The consciousness load (103) is calculated. The calculation system 100 calculates based on the first consciousness bandwidth. The second target audience for each of the multiple steps included in the second customer journey A second consciousness bandwidth (104) is calculated, which indicates the degree of conscious load that can be traversed.

[0016] Furthermore, the calculation system 100 includes multiple steps in the second customer journey. The second consciousness load and the second consciousness bandwidth, respectively, are used in the second customer journey. Output display information for display on an information processing device, in the order and corresponding to the items.

[0017] Potential customers, existing customers, or those from whom you want to extract information or encourage action. With the aim of deepening our understanding of customer behavior patterns and devising effective measures, we conduct a customer journey analysis. Various methods or technologies to support the design of - are mainly focused on the marketing field. It is being utilized. Customer journeys include customer journey maps and persona maps. It is also called a process map or behavioral process map. However, with these methods, the creator Because the creation of the customer journey heavily relies on the individual's sensibilities, quality assurance and reproducibility are difficult to guarantee. From this perspective, it has many problems. Furthermore, it is basically based on qualitative and subjective data. Because it is an information processing method, it lacks scientific basis, and also data science and AI (human It is difficult to use in conjunction with artificial intelligence (AI) technology.

[0018] Furthermore, traditional customer journeys have limitations on the time available to the target audience, as well as cognitive and perceptual constraints ( The design takes into account factors such as the amount of information that can be received and processed within a set time, or behavioral characteristics. They are not. Therefore, the target users are often forced to go along with the service provider's design. It can be said that this is the situation in which various entities are currently "restricting the time of the target person." Based on the crude logic of "take away their attention and resources if you can," advertising strategies and health Health promotions and other activities are being conducted, wasting the valuable time and attention resources of the target audience. It is conceivable. In other words, the design of traditional customer journeys involves the conscious effort that the target audience invests. The cargo, especially the time, was not taken into consideration.

[0019] Therefore, the calculation system 100 calculates the mental burden on the target person in the customer journey. This will result in the calculation system 100 determining the customer based on the subject's mental load. The journey can be evaluated. Furthermore, the calculation system 100 can evaluate the customer journey. In each step included in this, the target person's conscious resources are appropriately allocated to the target person's level of consciousness. This helps to realize service designs that do not overload the mental bandwidth.

[0020] Figure 2 is a diagram showing the configuration of a calculation system 100, which is one embodiment of the present invention. The system 100 can communicate with the information processing device 200 via a network such as the Internet. It is connected to the computer. Details of the calculation system 100 will be described later.

[0021] The information processing device 200 is a computer used by the user of the calculation system 100. These include smartphones, tablet devices, and personal computers.

[0022] The information processing device 200 acquires the display information output from the calculation system 100 and the user This refers to the calculation result in calculation system 100.

[0023] Note that although only one information processing device 200 is shown in Figure 2, multiple information processing devices are possible. It may also be a processing device 200.

[0024] Next, the details of the calculation system 100 will be explained. The calculation system 100 is a memory unit 110, step acquisition unit 120, first consciousness load calculation unit 130, first consciousness bandwidth calculation unit 14 0, Second consciousness load calculation unit 150, Second consciousness bandwidth calculation unit 160, Step identification unit 170, It includes a display information generation unit 180 and a display information output unit 190. Each of the parts shown in Figure 2 is, for example, The use of memory or the execution of programs stored in memory by the processor. This can be achieved by [method].

[0025] The memory unit 110 stores information processed in the calculation system 100. 0 is, for example, the first consciousness load, first consciousness bandwidth, second consciousness load, and second consciousness, which will be described later. It can store bandwidth.

[0026] The step acquisition unit 120 acquires each of the multiple steps included in the customer journey. This information is retrieved in accordance with its order within the customer journey.

[0027] The step acquisition unit 120 acquires the steps of multiple steps included in the first customer journey. You can obtain these, and also multiple steps included in the second customer journey. You can obtain each of them.

[0028] Each of the multiple steps included in the customer journey consists of multiple action steps. and includes at least one transition step between multiple action steps. That is, customer - If the journey includes two action steps, one transition between those two action steps If the customer journey includes steps and consists of three action steps, then those three rows It includes two transition steps between the moving steps.

[0029] Specifically, each of the multiple steps included in the customer journey is, for example, Message received, message opened, message read, information contained in the message This includes visiting linked websites and making applications through those websites.

[0030] Each of the multiple steps included in the customer journey is a digital device Steps using (for example, accessing a homepage, scanning a QR code, etc.) This could be a message transmission or reception, and could be a real-world activity that does not involve the use of digital devices. Steps (for example, a visit, a handwritten form, etc.) are also acceptable.

[0031] The first consciousness load calculation unit 130 calculates the first customer load for at least one first subject. The amount of behavioral awareness required for each of the multiple behavioral steps included in the journey, and the first Transition awareness load required for at least one transition step in the customer journey. Based on this, the first level of consciousness load is calculated and stored in the memory unit 110. ru.

[0032] Here, the conscious load (the conscious load indicated by the first conscious load amount, and the conscious load indicated by the second conscious load amount, which will be described later) The awareness load is, for example, the process of going through each of the multiple steps included in the customer journey. It may also include a value corresponding to the time required to do so. Furthermore, the mental load may be a customer journey. Depending on the attributes of the person passing through the knee, the burden (mental burden, attentional resources) imposed on that person ) may include values ​​corresponding to the subject. The values ​​corresponding to the load given to the subject are biologically determined. The amount of load may also be the amount of load applied. Specifically, the value corresponding to the impact on the subject may be, for example, The older the subject, the greater the burden on them, and the larger the amount of text they need to refer to. The smaller the font size, the greater the burden on the target audience.

[0033] Furthermore, the level of cognitive load can be seen, in a sense, as a measure of accessibility for the target audience. In other words, the lower the mental load, the easier it is for the subject to go through the steps. This demonstrates that it is possible to do so, and shows that it is highly accessible.

[0034] The first level of attention load is in the first customer journey of at least one first target individual. This indicates the degree of mental load required to go through each of the multiple steps involved.

[0035] The first level of consciousness load may be the level of consciousness load for multiple first subjects. In this case, The first level of consciousness load may be the distribution of the first levels of consciousness load for each of the multiple first subjects. .

[0036] The first consciousness load calculation unit 130 calculates, for example, past similar cases, trials, or simulators. Based on the results, the first level of consciousness load can be calculated.

[0037] Figure 3 shows an example of the first consciousness load stored in the memory unit 110. The first consciousness load stored in the system is, for example, the customer journey ID, step ID, and step 1. This includes information on the level of consciousness load. The first level of consciousness load information further includes, for example, information on the time required.

[0038] Here, the customer journey ID is processed in the calculation system 100. This is information that identifies the customer journey. The step ID is included in the customer journey. This is information that identifies each of the multiple steps involved. The first consciousness load information is the first consciousness load This is information that indicates quantity. The time required information represents multiple steps included in the customer journey. This information shows values ​​corresponding to the time required to pass through each of the points.

[0039] The first consciousness bandwidth calculation unit 140 calculates the first customer journey based on the first consciousness load. For each of the multiple steps included in -, at least one first subject can pass through A first consciousness bandwidth indicating the degree of consciousness load is calculated, and the calculated first consciousness bandwidth is stored in the storage unit 11 Store in 0.

[0040] Here, the consciousness bandwidth (the consciousness bandwidth indicated by the first consciousness bandwidth, and the consciousness bandwidth indicated by the second consciousness bandwidth, which will be described later) The conscious bandwidth is the bandwidth used by the subject (for example, the first subject, or the second subject described later) to determine the customer - Indicates the degree of conscious effort required to complete each of the multiple steps included in the journey. In other words, the subject must pass through steps that have a conscious load smaller than the conscious bandwidth. While it is possible, it is not possible to pass through steps that involve a conscious load greater than the conscious bandwidth. .

[0041] Furthermore, the consciousness bandwidth may be a value corresponding to the amount of time the subject can afford to pass through. Furthermore, the conscious bandwidth is the mental burden or attentional resources that the subject can expend in order to pass through. The value may vary depending on the degree. For example, the awareness bandwidth could be 5 minutes in the case of a questionnaire survey. A certain percentage of the target audience will feel uncomfortable if they perceive their time as being wasted, such as by the length of time or 2000 characters. It may also indicate the level at which people feel something is wrong, or the level at which a certain percentage of respondents drop out.

[0042] The conscious bandwidth can be said to indicate, in a sense, the degree of conscious load that the subject can tolerate.

[0043] The bandwidth of consciousness can vary depending on the loyalty of the subject. Specifically, For example, individuals who are favorably disposed towards the service provider will be subjected to steps that involve a higher level of conscious stress. Because it can pass through, the conscious bandwidth of the favorable target becomes high.

[0044] The conscious bandwidth may be set for each attribute of the subject, for example. Here, the attribute is, for example For example, attributes such as age, gender, address, and family structure may also be used. This allows the calculation system to... Mu100 can evaluate the customer journey based on the attributes of the target audience.

[0045] Furthermore, the conscious bandwidth is determined in advance as the degree of conscious load that the subject can tolerate (for example, the subject The values ​​may be fixed (due to the individual characteristics and biological features of the elephants), and may also be determined by a predetermined method. It may be a more variable value. Specifically, the conscious bandwidth may, for example, reflect the growth of the subject. This refers to aging, or the timing of when the subject goes through a step (for example, time of day, date, season, etc.) The values ​​may fluctuate depending on the weather, temperature, and humidity, and the prescribed processing of the subject( For example, the value may fluctuate due to processing based on behavioral science methods such as nudges. In this case, the prescribed processing for the subject is, so to speak, the "consciousness bandwidth" which individually controls the conscious bandwidth. It can also be seen as "mental bandwidth engineering."

[0046] The first consciousness bandwidth calculation unit 140 calculates the first consciousness bandwidth based on the first consciousness load. The first consciousness bandwidth may be information indicating a single value, or it may indicate a range of values. This information may be useful.

[0047] Specifically, if the first consciousness load is the consciousness load of the first subject with a first consciousness load of 1, then the first consciousness band The width calculation unit 140 can use the amount of consciousness load as the first consciousness bandwidth.

[0048] Furthermore, if the first consciousness load is the consciousness load of multiple first subjects, the first consciousness bandwidth calculation... The output unit 140, for example, for each of the multiple steps, determines the highest first consciousness load or The mean, median, or mode of the distribution of the first level of consciousness load is defined as the first level of consciousness bandwidth. It may also be determined by the mean plus or minus standard deviation in the distribution of the first level of consciousness load. The range, or the range from the first quartile to the third quartile, may also be called the first consciousness bandwidth. Furthermore, the methods for calculating the first consciousness bandwidth are not limited to these.

[0049] The first consciousness bandwidth calculation unit 140 calculates, for example, past similar cases, trials, or simulators. Based on the results, the first consciousness bandwidth can be calculated.

[0050] Figure 4 shows an example of the first consciousness bandwidth stored in the memory unit 110. The first consciousness bandwidth stored in is, for example, the customer journey ID, step ID, and step The first consciousness bandwidth information, which includes consciousness bandwidth information, further includes, for example, temporal information.

[0051] Here, the first consciousness bandwidth information is information that indicates the first consciousness bandwidth. The time width information is, The time window over which an elephant can go through each of the multiple steps included in the customer journey. This is information indicating that

[0052] The second consciousness load calculation unit 150 calculates the second customer journey based on the first consciousness load amount. The second indicates the degree of mental load required to go through each of the multiple steps included. The system calculates the level of consciousness load and stores the calculated second level of consciousness load in the memory unit 110.

[0053] The second level of attention load is at least one second target group in the second customer journey. This indicates the degree of mental load required to go through each of the multiple steps involved.

[0054] Here, the first level of attention load is calculated for each of the multiple steps included in the first customer journey. It is stipulated that the second consciousness load calculation unit 150 calculates the second customer journey. The multiple steps included are compared with the multiple steps that correspond to the first level of consciousness load. In comparison, based on the first level of attention load, the multiple steps included in the second customer journey The second level of consciousness load is calculated for each individual.

[0055] Specifically, the first customer journey consists of steps A, B, C, and The second customer journey includes Step A and Step D. Let's consider the combination. In this case, in the first and second customer journeys, Step A and S Step D is common to all. Also, the first level of consciousness load is Step A, Step B, Step C, And the respective levels of consciousness load in step D are shown. Therefore, the second consciousness load calculation unit 150, Using the first level of consciousness load in Step A and Step D, Step A and Step This is calculated as the secondary consciousness load for each of the P-D groups. Note that the method for calculating the secondary consciousness load is as follows: It is not limited to that.

[0056] Furthermore, in the second customer journey transitioning from step A to step D, The second level of consciousness load for Step A and Step D, and the transition from Step D to Step A. In the second customer journey, the second intention of each of Step D and Step A The level of conscious load may be a different value. Specifically, the level of conscious load gradually increases. The customer journey and the customer journey in which the burden gradually decreases are different. The load on the subjects may differ. Therefore, the second consciousness load calculation unit 150 calculates the second customer Taking into account the order of each of the multiple steps in the journey, Each second level of consciousness load can be calculated. This allows the second level of consciousness load calculation unit 1 to calculate the amount of consciousness load for each individual. 50 can calculate a highly accurate secondary level of consciousness load.

[0057] Furthermore, the second consciousness load calculation unit 150 calculates the amount of information in the message text presented to the subject (e.g., For example, for multiple steps with the same number of characters and data size, different levels of mental load It may be set as follows: That is, the second consciousness load calculation unit 150 calculates the consciousness load after the message text has been read. The information load varies depending on whether a decision is made, the difficulty or complexity of the decision-making process (number of options). Therefore, different secondary cognitive loads may be calculated depending on the context and the ease of information gathering.

[0058] Furthermore, the second subject may be a subject who possesses the same or similar attributes as the first subject. As a result, the second consciousness load calculation unit 150 and the second consciousness bandwidth calculation unit 160, which will be described later, Based on the first consciousness load and the first consciousness bandwidth, the second consciousness load and the second consciousness load are calculated with high accuracy. The recognition bandwidth can be calculated.

[0059] Figure 5 shows an example of the second consciousness load stored in the memory unit 110. The second consciousness load stored in the system includes, for example, the customer journey ID, step ID, and step This includes information on the second level of consciousness load. The second level of consciousness load information further includes, for example, information on the time required. In this context, secondary consciousness load information is information that indicates the amount of secondary consciousness load.

[0060] The second consciousness bandwidth calculation unit 160 calculates the second customer journey based on the first consciousness bandwidth. - For each of the multiple steps included, at least one second subject can pass through. A second consciousness bandwidth indicating the degree of consciousness load is calculated, and the calculated second consciousness bandwidth is stored in the storage unit 110. Store it in [location].

[0061] Here, the first awareness bandwidth is calculated for each of the multiple steps included in the first customer journey. It is defined as follows.Therefore, the second consciousness bandwidth calculation unit 160 calculates the second customer journey The multiple steps included and the multiple steps associated with the first consciousness bandwidth In comparison, based on the first awareness bandwidth, the multiple steps included in the second customer journey Calculate the second consciousness bandwidth for each individual hop.

[0062] Specifically, the first customer journey consists of steps A, B, C, and The second customer journey includes Step A and Step D. Let's consider the combination. In this case, in the first and second customer journeys, Step A and S Step D is common. Also, the first consciousness bandwidth is Step A, Step B, Step C, And the consciousness bandwidth of each step D is shown.Therefore, the second consciousness bandwidth calculation unit 160 Using the first consciousness bandwidth of step A and step D respectively, step A and step This is calculated as the second consciousness bandwidth for each of the points D. The method for calculating the second consciousness bandwidth is as follows: This is not the only example.

[0063] Furthermore, in the second customer journey transitioning from step A to step D, The second consciousness bandwidths of Step A and Step D, and the transition from Step D to Step A. In the second customer journey, the second intention of each of Step D and Step A The consciousness bandwidth and the first may be different values. That is, the second consciousness bandwidth calculation unit 160 calculates the first 2. Taking into account the order of each of the multiple steps in the customer journey, The second consciousness bandwidth can be calculated for each step. This allows us to determine the second consciousness The bandwidth calculation unit 160 can calculate a highly accurate second consciousness bandwidth.

[0064] Furthermore, the second consciousness bandwidth calculation unit 160 calculates the amount of information in the message text presented to the subject ( For example, for multiple steps with the same number of characters and data size, different awareness bandwidths This may be set. That is, the second consciousness bandwidth calculation unit 160 after the message text has been read. The information load depends on whether or not a decision is made, and on the difficulty or complexity of the decision (number of options). Because they differ, different second consciousness bandwidths may be calculated depending on the context and the ease of information gathering. .

[0065] Figure 6 shows an example of the second consciousness bandwidth stored in the memory unit 110. The second consciousness bandwidth stored in the data includes, for example, the customer journey ID, step ID, and step It includes two types of consciousness bandwidth information. The second type of consciousness bandwidth information further includes, for example, temporal information. Here, the second consciousness bandwidth information is information that indicates the second consciousness bandwidth.

[0066] Step Identification Unit 170 determines that the second consciousness load exceeds the second consciousness bandwidth, and the second customer Identify at least one of the multiple steps included in the journey.

[0067] Steps in which the second level of consciousness load exceeds the second level of consciousness bandwidth are considered to be steps that pass through. This indicates that there are certain individuals who cannot do it. In other words, this step is for the customer Among the multiple steps included in the journey, one can be identified as a step that needs improvement. Therefore, the step identification unit 170 determines that the second consciousness load exceeds the second consciousness bandwidth, at least Identify one more step. This will allow users of calculation system 100 to understand customer By identifying the steps that need improvement among the multiple steps included in the journey, you can make progress. ru.

[0068] Furthermore, the step identification unit 170 determines the second level of consciousness load for each of the multiple subjects. It is possible to identify at least one step that exceeds 2 consciousness bandwidths. This allows us to The calculation system 100 takes into account the accessibility of each of the multiple target individuals, The customer journey can be evaluated.

[0069] The display information generation unit 180 generates information for multiple steps included in the second customer journey. The second consciousness load and the second consciousness bandwidth are, respectively, in the order of the second customer journey. It outputs display information to be displayed on the information processing device in correspondence with the data.

[0070] The displayed information is for each of the multiple steps included in the second customer journey. For each of the steps, to display the second consciousness load and the second consciousness bandwidth This is data.

[0071] Furthermore, the display information generation unit 180 generates the second display screen displayed according to the display information. Replace at least one step in the customer journey. Depending on the operation, the system generates display information that switches the display of the second consciousness load and the second consciousness bandwidth. It is possible.

[0072] Here, an operation that swaps at least one step is, for example, referring to the display screen. , operations performed by the user of the calculation system 100 on the information processing device 200 (for example, mouse Includes touch operation, keyboard operation, and other methods of operation.

[0073] Specifically, the calculation system 100 responds to an operation that swaps at least one step. Then, operation information related to the said operation is acquired. Subsequently, the step acquisition unit 120 replaces Each of the multiple steps included in the subsequent second customer journey will be replaced with the following Acquired in order and corresponding to the data. Second consciousness load calculation unit 150 and second consciousness bandwidth calculation unit 160 However, the second level of conscious load and second level of conscious bandwidth in the second customer journey after the change. The display information generation unit 180 then calculates the second customer journey after the replacement. Display information is generated based on the second consciousness load and second consciousness bandwidth.

[0074] The display information output unit 190 outputs display information.

[0075] The display information output unit 190 can output display information to, for example, the information processing device 200. Yes, it is possible. This allows the user of the calculation system 100 to refer to the displayed information and perform calculations. The calculation results using Mu100 can be intuitively understood.

[0076] Figure 7 shows an example of a display screen that appears according to the displayed information.

[0077] The screen shown in Figure 7, for example, displays the second level of attention load in the second customer journey and 2. Area 701 that displays consciousness bandwidth, and multiple segments included in the second customer journey. It includes a region 702 that displays the steps. Region 701 displays, for example, the second level of consciousness load and the second level of consciousness load. The awareness bandwidth is displayed as a graph. The customer journey displayed on the screen shown in Figure 7 is For example, it's called a "consciousness load journey map."

[0078] As shown in Figure 7, a user who refers to a display screen that is displayed according to the displayed information, for example, , the changes in the second consciousness load and the second consciousness bandwidth, and when the second consciousness load exceeds the second consciousness bandwidth It allows you to intuitively grasp the steps and movements being performed.

[0079] Furthermore, the area determined by the consciousness load graph included in region 701 (diagonal in Figure 7) The underlined portion can be evaluated as a quantified degree of usability.

[0080] Users can refer to the consciousness load journey map to improve their existing customer journey. This deepens understanding of the service and its target audience. This allows for a better understanding of the target audience (for example, The accuracy of customer conversion rate predictions improves, making it easier to implement improvements, thus increasing the investment in strategies. The effectiveness improves, for example, the response rate to questionnaires increases.

[0081] Furthermore, marketing methods and budget allocation become more efficient. Specifically, for example, digital A QR code is deliberately used at the entry point of the process, where users are likely to drop out because they might mistake it for a scam if it's just a notification. Making rational decisions such as adopting analog media like pressure-sealed postcards with the registered trademark It can be done.

[0082] Furthermore, customer recommendation rates (NPS: Net Promoter Score®) will improve. Specifically For example, by eliminating the waste of the target person's time and attention resources, CX improves and complaints / criticisms are reduced. The number of judges will decrease.

[0083] Furthermore, the calculation method in calculation system 100 can be modified by adding an indicator related to conscious resources. Based on this idea, users can evaluate through the calculation system 100 and existing functions. It can be used in conjunction with frameworks.

[0084] Furthermore, the pacing of awareness resources is carried out systematically and consciously by policy designers. It is hoped that advertising pollution and administrative procedures that waste the time of the target audience will be eliminated. It can be done.

[0085] Figure 8 is a flowchart showing an example of processing in the calculation system 100.

[0086] First, the step acquisition unit 120 acquires multiple steps included in the first customer journey. The first consciousness load calculation unit 130 calculates the first consciousness load and obtains (S801). The consciousness bandwidth calculation unit 140 calculates the first consciousness bandwidth (S802).

[0087] Next, the step acquisition unit 120 acquires multiple steps included in the second customer journey. The second consciousness load calculation unit 150 calculates the second consciousness load amount and The second consciousness bandwidth calculation unit 160 calculates the second consciousness bandwidth (S804). Step specification unit 170 is included in the second customer journey where the second consciousness load exceeds the second consciousness bandwidth. Identify at least one of the multiple steps involved.

[0088] The display information generation unit 180 generates display information for displaying the consciousness load journey map. The display information output unit 190 outputs the display information to, for example, the information processing device 200 (S8 05).

[0089] <Variation> The second customer journey includes, for example, the customer journey of the second target audience. The second subject may be the same person as the first subject, or a different person. If the second subject is different from the first subject, the second subject will be the same as the first subject as described above. The subject may also be a person who possesses the same or similar attributes as the subject.

[0090] Furthermore, the second customer journey is a step included in the first customer journey. It may include steps, and may also consist of steps included in one first customer journey. It may be done. That is, some of the steps included in the second customer journey may be This may be included in one first customer journey, or in a second customer journey. All of the steps included may be included in a single first customer journey.

[0091] Furthermore, the second customer journey is a step included in multiple first customer journeys. It may include steps, and may consist of steps included in multiple first customer journeys. It may be done. That is, some of the steps included in the second customer journey may be These may be included in the multiple first customer journeys, and also in the second customer journey. All of the steps included may be included in multiple first customer journeys. Specifically, a first customer journey A includes steps a1 and a2. If another first customer journey B includes steps b1 and b2, then the second customer journey The Tamar Journey may include steps a1 and b2, and the first customer Step c may be included, which is not part of customer journey A or the first customer journey B. This allows the calculation system 100 to analyze a wider range of second customer journeys. The second consciousness load and the second consciousness bandwidth can be calculated.

[0092] The amount of mental load is, for example, the amount of content provided to the user in order to complete a step. Alternatively, the content, the path to the content, and the transition from the content to the next step The flow of movement, components in Behavior Change Technique (BCT) Depending on at least one of the following: BCT component, or whether the subject needs to make a decision. It may be calculated as follows. Here, the content is, for example, a given web page, email, or document. The same, questionnaires, or the text, images, or videos provided therein This is also good. Furthermore, BCT is a means of acting on (influencing) factors that change behavior, for example. Or rather, it is a technique. Behavioral change factors are, for example, the factors needed to get a target person to take a specific action. This refers to the cause. For example, academic surveys or opinion surveys, theories related to behavioral science, Based on the persona setting of the target audience, or a behavioral process map, etc., the customer journey This allows us to identify the factors influencing behavioral change in the steps involved.

[0093] The first consciousness load calculation unit 130 provides, for example, the user with the ability to go through a step. Based on the information about the content, the first level of consciousness load can be calculated. Information about the content includes, for example, the number of characters or words, and the type of characters (e.g., kanji, hiragana). The proportion of characters (katakana, alphabet, symbols, numbers), and the type of language (for example, Japanese, English). Information regarding the difficulty of words, the amount of white space, and the number or distance the subject moves their eyes. It may be. Specifically, the first consciousness load calculation unit 130, for example, if the proportion of kanji is high, However, a high primary consciousness load may be calculated. As a result, the calculation system 100 can calculate the content Based on the quantity or content of the substance, the first level of consciousness load can be calculated.

[0094] At this time, the first consciousness load calculation unit 130 calculates, for example, the attributes of the subject (for example, the subject's race). Based on age, gender, family structure, education level, occupation, income, employment status, and employment type, The first consciousness load may be calculated. That is, the first consciousness load calculation unit 130 may, for example, If the person is a child, the closer the proportion of kanji is to a predetermined first proportion, the lower the first consciousness burden. You may calculate the load, and if the subject is an adult, the proportion of kanji is the first proportion. The closer it is to the higher second percentage (that is, the more kanji are used), the lower the first percentage. The level of consciousness load may be calculated. This allows the first consciousness load calculation unit 130 to determine the subject's attributes. By further considering these factors, a more accurate initial level of consciousness load can be calculated.

[0095] Furthermore, the first consciousness load calculation unit 130 calculates, for example, the number of substeps included in the step. Based on this, the first level of consciousness load can be calculated. That is, if this step is "email If the case is "contact by," then the step would be, for example, "to be notified of the receipt of an electronic message." "Open electronic message", "Finish reading electronic message", "Link to web page" This may include substeps such as "Refer to page." And the more substeps there are, the more difficult it is to handle. The consciousness load on the elephant increases. Therefore, the first consciousness load calculation unit 130 performs, for example, a substep The more of these factors there are, the higher the primary consciousness load can be calculated. M100 evaluates the steps more precisely and calculates the first level of conscious load with greater accuracy. This is possible. Note that the number of substeps may vary depending on the individual. If the number of substeps differs for each individual, the first consciousness load calculation unit 130 calculates the substeps for each individual. Statistical values ​​based on the number of different substeps (e.g., mean, median, mode, The range determined by the mean plus or minus the standard deviation, or from the first quartile to the third quartile. The first consciousness bandwidth may be calculated based on the range of ( ).

[0096] Furthermore, the first consciousness load calculation unit 130 calculates, for example, the content of measures that can be taken on the subject. , the relationship between the degree to which the probability of the person passing the step increases as a result of implementing the measure. Based on this, the first level of consciousness load can be calculated. That is, for example, for a subject By implementing a strategy of sending a predetermined message, the target person can be sure to pass the step. Step A involves ensuring the rate exceeds a predetermined threshold, and then making telephone calls to the target individuals. By implementing the measures, the probability of the target person passing a step exceeds a predetermined threshold. When comparing it to option B, phone calls are more effective than message messages in attracting customers. Assuming a high level of mental load on the participants, Step A is easier to pass. It can be evaluated as a step. Therefore, the first consciousness load calculation unit 130 is a step For A, calculate a smaller initial consciousness load, and for step B, calculate a higher initial consciousness load. The recognition load can be calculated. This allows the calculation system 100 to determine the properties of the step. By taking this into consideration, the first level of consciousness load can be calculated with greater accuracy.

[0097] Furthermore, the first consciousness load calculation unit 130 calculates, for example, the quantitative value required to pass the step. Based on this, the first level of consciousness load can be calculated. This quantitative value is, for example, determined by the subject. It may also be an actual measured value taken when passing through the step, and the actual measured value The predicted value may be a predicted value based on a learning model that learns based on the quantitative data. The value represents the time required to go through the step (e.g., message open time, click time). Time (viewing time, scrolling time on a webpage), or the time taken to complete a step The number of actions required (for example, the number of times a message is opened, the number of clicks, the number of views, etc.) This may be the number of scrolls on a webpage. Thus, the calculation system 100 is By taking into account the nature of the steps, the first level of consciousness load can be calculated with greater accuracy.

[0098] Furthermore, the first consciousness load calculation unit 130 calculates, for example, the passage or departure of a step by the subject. Based on a learning model that learns from information related to deactivation, the first level of conscious load is calculated. This allows the calculation system 100 to determine whether the target person has passed or left the stage. Based on past experience, the first level of consciousness load can be calculated with greater accuracy.

[0099] Furthermore, the first consciousness load calculation unit 130 calculates, for example, the first consciousness load amount described herein. By combining calculation methods, the primary consciousness load can be calculated. The load calculation unit 130, for example, uses a combination of different calculation methods for each step. The first level of consciousness load may be calculated. This allows the calculation system 100 to determine the properties of the step. By taking this into consideration, the first level of consciousness load can be calculated with greater accuracy.

[0100] Furthermore, the first consciousness load calculation unit 130, for example, in the initial model for calculating the first consciousness load amount Based on this, the first level of conscious load is calculated for a predetermined period, and the learning data accumulated during that predetermined period is used. Based on this, the initial model is updated, and further, based on the updated model, the first intention The process of calculating the consciousness load may be repeated. This allows the first consciousness load calculation unit 130 to The system learns sequentially from the subjects' past and future pass / fail records to more accurately determine the first level of conscious load. It can be calculated.

[0101] At this time, the first consciousness load calculation unit 130 calculates, for example, the passage of a step by the first subject. Alternatively, the model can be updated based on a learning model that learns based on information about the withdrawal. Alternatively, the first level of consciousness load for the first subject may be calculated based on the updated model. As a result, the first consciousness load calculation unit 130 determines a model suitable for calculating the first consciousness load of the first subject. Based on Dell, the initial level of consciousness load for the first subject can be calculated with greater accuracy.

[0102] The method for calculating the first level of consciousness load described above is performed by the second level of consciousness load calculation unit 150. The method for calculating the quantity can be appropriately modified. In particular, for example, the second consciousness load calculation unit 1 50 is a step included in the second customer journey, and is part of the first customer journey. Calculate the level of conscious load (i.e., the second level of conscious load) for steps not included in the knee. This is possible. Furthermore, in the calculation system 100, the method for calculating the first level of consciousness load and the second level of consciousness load The method for calculating the load quantity may be the same or different.

[0103] The conscious bandwidth is influenced by environmental factors in the subject's environment as they go through the steps, the subject's preferences, and their attributes. It may be calculated according to cognitive ability and information processing ability. Here, environmental factors are, for example, It could also refer to the timing (time of year, season, time of day, day of the week, etc.) when the elephant passes through the step.

[0104] The first consciousness bandwidth calculation unit 140 calculates the amount of consciousness load for each subject in the step and a predetermined The relevant step for a group of subjects (for example, a group including subjects with the same or similar attributes) Based on the pass rate or dropout rate, the awareness bandwidth of that step can be calculated. Specifically, for example, the number of seconds until the click action required to pass step A. The consciousness load is defined as follows, and if the pass rate of step A is 20%, then the first consciousness bandwidth calculation unit 1 40 is, for example, the statistical value of the number of seconds for the top 20% of subjects in a given group of subjects. For example, the upper limit can be calculated as the first consciousness bandwidth, and after passing through step A... The maximum value of the number of seconds for the subject (i.e., the first consciousness loss of the subject who passed step A) The maximum load can be calculated as the first consciousness bandwidth.

[0105] Furthermore, the first consciousness bandwidth calculation unit 140 calculates the awareness of the subjects who have actually passed through the steps. Based on the results of the test, the first consciousness bandwidth may be calculated. More specifically, the actual For individuals who have passed through the steps, for example, the degree of conscious burden when passing through the steps Alternatively, a questionnaire will be conducted regarding opinions on the degree of the aforementioned cognitive burden, and in response to the questionnaire... The mental load of the subjects who gave the prescribed answers (for example, "It was easy" or "It was difficult") Based on this, the conscious bandwidth may be calculated. In this case, the number of times in the questionnaire Statistical values ​​of the level of mental load of the respondents (e.g., mean, median, mode, mean plus) (The range determined by the negative standard deviation, or the range from the first quartile to the third quartile) Based on this, the first consciousness bandwidth may be calculated.

[0106] Furthermore, the first consciousness bandwidth calculation unit 140 calculates the subject's step completion record or departure. Based on a learning model that learns from past performance, the first consciousness bandwidth can be calculated. Here, the learning model has previously defined the characteristics of the steps and the target audience's ability to perform those steps. It learns based on the amount of conscious load when passing through. Then, the first conscious bandwidth calculation unit 140 This involves inputting the characteristics of the step for which the first consciousness bandwidth is to be calculated into the learning model, The first consciousness bandwidth of the target step is obtained.

[0107] Furthermore, the first consciousness bandwidth calculation unit 140 calculates, for example, based on the subject's biological data, the first The conscious bandwidth may be calculated. The subject's biometric data can be, for example, from a device worn by the subject. Biometric data of the subject may be obtained from an Arabic device. For example, heart rate data. The data may also include blood pressure data and data on pupil dilation and constriction. Specifically, the first consciousness The bandwidth calculation unit 140 calculates, for example, that the higher the heart rate, the more the subject can tolerate the level of consciousness load. If it is not possible, the first consciousness bandwidth can be calculated.

[0108] The method for calculating the first consciousness bandwidth described above is the second consciousness bandwidth calculated by the second consciousness bandwidth calculation unit 160. The method for calculating bandwidth can be appropriately modified. For example, the calculation of the second consciousness bandwidth. Section 160 is a step included in the second customer journey, and is a step included in the first customer journey Calculate the consciousness bandwidth (i.e., the second consciousness bandwidth) for steps not included in the journey. This is possible. Furthermore, in the calculation system 100, the method for calculating the first level of consciousness load and the second level of consciousness load The method for calculating the recognition load may be the same or different.

[0109] Next, referring to Figure 9, when the calculation system 100 is implemented by the computer 900... An example of the hardware configuration is described below. Figure 9 shows the hardware configuration of computer 900. This figure shows an example of configuration A.

[0110] As shown in Figure 9, the computer 900 includes, for example, a processor 901 and memory 902 , storage device 903, input I / F unit 904, data I / F unit 905, communication I / F unit 906, and includes a display device 907.

[0111] Computer 900 is, for example, a server computer, a personal computer (for example) (For example, desktop computers, laptops, tablets, etc.), media computer platforms (e.g., cable, satellite set-top boxes, digital video recorders, etc.), Handheld computer devices (e.g., PDAs, email clients, etc.), or This could be another type of computer or a communication platform.

[0112] The processor 901 executes the program stored in memory 902. This is a control unit that controls various processes in computer 900.

[0113] Memory 902 is a storage medium such as RAM (Random Access Memory). 902 is the program code of the program executed by the processor 901, and the program Temporarily stores the data needed when running Gram.

[0114] The storage device 903 is, for example, a hard disk drive (HDD) or flash memory. It is a non-volatile storage medium. The storage device 903 stores the operating system and the above components. It stores various programs necessary to achieve the goal.

[0115] The input I / F unit 904 is a device for receiving input from the user. Section F 904 is, for example, a keyboard, mouse, touch panel, various sensors, wearables These are devices, etc. The input I / F section 904 is, for example, USB (Universal Serial Bus). It may be connected to computer 900 via an interface such as the following.

[0116] The data I / F unit 905 is a device for inputting data from outside the computer 900. It is a chair. The data I / F unit 905, for example, receives data stored in various storage media. This is a drive device for reading data. The data I / F unit 905 is a computer 900. It may be provided externally. The data I / F unit 905 is provided externally to the computer 900. In this case, the data I / F unit 905 connects to the computer via an interface such as USB. It connects to the 900.

[0117] The communication interface unit 906 communicates with external devices of the computer 900 via wired or wireless connections. This is a device for data communication over networks such as the Internet. The F section 906 may be located outside the computer 900. When located outside the computer 900, the communication I / F unit 906 may be, for example, a USB port. It connects to computer 900 via an interface.

[0118] The display device 907 is a device for displaying various types of information. For example, LCD displays, OLED (Electro-Luminescence) displays, and wearable displays. This is a display device, etc. The display device 907 is an external display of the computer 900. It may be provided in the following location. If the display device 907 is provided outside the computer 900, The display device 907 is connected to the computer 900, for example, via a display cable. Furthermore, if a touch panel is used as the input I / F unit 904, the display device 9 07 may be configured as an integrated unit with the input I / F section 904.

[0119] The above describes one embodiment of the present invention. The calculation system 100 calculates the first consciousness load Based on this, the first consciousness bandwidth is calculated, and based on the first consciousness load, the second subject is... Calculate the second level of mental load for each of the multiple steps included in the second customer journey. Then, based on the first consciousness bandwidth, the second consciousness bandwidth for each of the multiple steps is calculated. This allows the calculation system 100 to evaluate the customer journey. In doing so, the mental burden on the subject can be taken into consideration.

[0120] Furthermore, the calculation system 100 calculates the multiple steps included in the second customer journey. The second consciousness load and the second consciousness bandwidth are respectively determined in the second customer journey. It can output display information for display on an information processing device, in order and in correspondence. As a result, the user of the calculation system 100 can intuitively understand the calculation results in the calculation system 100. It can be grasped precisely.

[0121] Furthermore, the calculation system 100 displays the second case on the display screen that is displayed according to the displayed information. Replace at least one step in the step included in the starter journey. Depending on the operation, the display information for the second consciousness load and second consciousness bandwidth will be switched and output. This allows the user of the calculation system 100 to perform the calculation after swapping steps. The calculation results can be dynamically monitored.

[0122] Furthermore, the calculation system 100 calculates the multiple steps included in the second customer journey. Of these, identify at least one step in which the second level of consciousness load exceeds the second level of consciousness bandwidth. This allows the calculation system 100 to improve in the second customer journey. It becomes possible to identify the steps that need to be taken to improve the situation.

[0123] This embodiment is provided to facilitate understanding of the present invention and does not limit the present invention. This invention is not intended to be interpreted. This invention may be modified or improved without departing from its spirit. In addition to obtaining it, the present invention also includes its equivalent. [Explanation of symbols]

[0124] 100 Calculation system, 110 Memory unit, 120 Step acquisition unit, 130 First consciousness Load calculation unit, 140 First consciousness bandwidth calculation unit, 150 Second consciousness load calculation unit, 160 Second Consciousness bandwidth calculation unit, 170 step identification unit, 180 display information generation unit, 190 display information Information output unit, 200 information processing device

Claims

1. In each of the multiple primary target audiences, at least one primary customer journey The first sign indicates the degree of mental load required to go through each of the multiple steps involved. Based on the distribution of the recognition load, the multiple steps included in the first customer journey For each of these, a first consciousness band indicates the degree of consciousness load that the multiple first subjects can pass through. A first consciousness bandwidth calculation unit that calculates the width, Based on the first level of awareness load, the at least one first customer journey includes A second customer journey for a second target audience, including the steps described above.

2. The time required to go through each of the multiple steps included in the customer journey. A second consciousness load calculation unit calculates a second consciousness load amount that indicates the degree of consciousness load, Based on the first consciousness bandwidth, a plurality of steps included in the second customer journey For each step, the degree of conscious load that at least one second subject can pass through is indicated. A second consciousness bandwidth calculation unit calculates the second consciousness bandwidth, A calculation system equipped with the following features.

2. Each of the steps included in the second customer journey, the second awareness The load quantity and the second awareness bandwidth are associated with the order in the second customer journey. It further comprises a display information output unit that outputs display information for display on an information processing device. The calculation system according to claim 1.

3. The display information output unit displays the second information on the display screen according to the display information. Replace at least one step in the customer journey. Depending on the operation, the display information of the second consciousness load and the second consciousness bandwidth is switched. A calculation system according to claim 2, which outputs a report.

4. Of the multiple steps included in the second customer journey, the second attention load A step identification unit that identifies at least one step in which the second consciousness bandwidth exceeds the second consciousness bandwidth, The calculation system further comprises the method described in any one of claims 1 to 3.

5. To go through each of the multiple steps included in the first customer journey The amount of text or font size referenced by the aforementioned multiple first subjects, or the first customer The time required to go through each of the multiple steps included in the journey is at least The system further comprises a first consciousness load calculation unit that calculates one of the above as the first consciousness load, The calculation system according to any one of claims 1 to 3.

6. The steps included in the first customer journey are multiple action steps, and and includes at least one transition step between the plurality of action steps, The first consciousness load calculation unit calculates the multiple actions of the at least one first subject. The amount of characters or sentences that the multiple first subjects must visually perceive in order to pass through each step Font size, or through each of the multiple steps included in the first customer journey The amount of time required to spend the time is calculated as the amount of mental load on the action, and the lesser of the above In order to pass through at least one transition step, the amount of characters referenced by the multiple first targets is... This refers to the font size, or each of the multiple steps included in the first customer journey. The transition consciousness load is calculated as at least one of the times required to pass through [the specified point]. The calculation system described in item 5.

7. The second level of conscious effort is the result of the multiple steps included in the second customer journey. Includes a value corresponding to the time required to pass through each, The second consciousness bandwidth is the number of steps included in the second customer journey. Each of these includes a value corresponding to the time that at least one second target can drop for passage. nothing, The calculation system according to any one of claims 1 to 3.

8. The first subject and the second subject are the same or similar A calculation system according to any one of claims 1 to 3, comprising attributes.

9. Computers Multiple steps included in the first customer journey for at least one first target audience Based on the first level of conscious load, which indicates the degree of conscious load required to pass through each of the steps. For each of the multiple steps included in the first customer journey, the minimum At least, calculate the first consciousness bandwidth, which indicates the degree of consciousness load that the first subject can pass through. Each of the multiple steps included in the second customer journey is the second customer - Obtain the sequence and correspondence in the journey, Based on the first level of awareness load, a number of steps included in the second customer journey A second level of conscious load is calculated, which indicates the degree of conscious load required to pass through each of the steps. Based on the first consciousness bandwidth, a plurality of steps included in the second customer journey For each step, the degree of conscious load that at least one second subject can pass through is indicated.

2. Calculate the consciousness bandwidth. Calculation method.

10. On the computer, Multiple steps included in the first customer journey for at least one first target audience Based on the first level of conscious load, which indicates the degree of conscious load required to pass through each of the steps. For each of the multiple steps included in the first customer journey, the minimum The first conscious bandwidth is calculated to indicate the degree of conscious load that the first subject can pass through. Consciousness bandwidth calculation unit, Each of the multiple steps included in the second customer journey is the second customer - A step acquisition unit that acquires steps in correspondence with the order in the journey, Based on the first level of awareness load, a number of steps included in the second customer journey The second level of conscious load is calculated, which indicates the degree of conscious load required to pass through each step. Second consciousness load calculation unit, Based on the first consciousness bandwidth, a plurality of steps included in the second customer journey For each step, the degree of conscious load that at least one second subject can pass through is indicated. A second consciousness bandwidth calculation unit calculates the second consciousness bandwidth, A calculation program to achieve this.

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