Calculation system, calculation method, and calculation program

Abstract

To consider the mental load of a target person in evaluation of a customer journey.SOLUTION: A calculation system includes: a first mental bandwidth calculation unit which calculates, based on a first amount of mental load indicating a degree of mental load required for a first target person to pass through each of a plurality of steps in a first customer journey, a first mental bandwidth indicating a degree of mental load with which the first target person can pass through each of the steps of the first customer journey; a step acquisition unit which acquires each of a plurality of steps in a second customer journey; a second mental load calculation unit which calculates a second amount of mental load for the second customer journey on the basis of the first amount of mental load; and a second mental bandwidth calculation unit which calculates a second mental bandwidth indicating a degree of mental load with which a second target person of the second customer journey can pass through, on the basis of the first mental bandwidth.SELECTED DRAWING: Figure 1

Description

[Technical Field]

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

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

[0003] For example, a marketing support system described in Patent Document 1 accesses first customer information consisting of information items related to customer attributes held by a company, and records second customer information that partially overlaps with the information items and includes information items related to the results of customer surveys. 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 company's products or services. The system then displays customer attributes that have a correlation with the customer behavior patterns that is greater than a predetermined value. [Prior art documents] [Patent documents]

[0004] [Patent Document 1] Japanese Patent Application Laid-Open No. 2002-83110 Summary of the Invention [Problem to be solved by the invention]

[0005] However, the system described in Patent Document 1 predicts customer behavior patterns based on accumulated customer information, and does not take into account the mental load of the customer. As a result, it is not possible to evaluate the correspondence between each step in the customer journey and the level of mental load of the customer in the customer behavior.

[0006] Therefore, the present invention aims to take into account the mental load of the subject when evaluating the customer journey. [Means for solving the problem]

[0007] A calculation system according to one embodiment of the present invention includes a first conscious bandwidth calculation unit that calculates, based on a first conscious load amount indicating the degree of conscious load required for at least one first subject to pass through each of a plurality of steps included in a first customer journey, a first conscious bandwidth calculation unit that calculates, based on a first conscious load amount indicating the degree of conscious load required for at least one first subject to pass through each of a plurality of steps included in the first customer journey; a step acquisition unit that acquires each of a plurality of steps included in a second customer journey in association with the order in the second customer journey; a second conscious load calculation unit that calculates, based on the first conscious load amount, a second conscious load calculation unit that indicates the degree of conscious load required to pass through each of a plurality of steps included in the second customer journey; and a second conscious bandwidth calculation unit that calculates, based on the first conscious bandwidth, a second conscious bandwidth calculation unit that indicates the degree of conscious load required for at least one second subject to pass through each of a plurality of steps included in the second customer journey.

[0008] In this invention, a "unit" does not simply mean a physical means, but also includes cases where the functions of the "unit" are realized by software. Furthermore, the functions of one "unit" or device may be realized by two or more physical means, devices, or software, and the functions of two or more "units" or devices may be realized by one physical means, device, or software. [Effects of the Invention]

[0009] According to the present invention, it is possible to take into account the subject's mental load when evaluating a customer journey. [Brief explanation of the drawings]

[0010] [Figure 1] FIG. 1 is a diagram showing an overview of processing in a calculation system 100 according to an embodiment of the present invention. [Figure 2]1 is a diagram showing the configuration of a calculation system 100 according to an embodiment of the present invention. [Figure 3] 10 is a diagram showing an example of a first conscious load stored in the storage unit 110. FIG. [Figure 4] 10 is a diagram showing an example of a first conscious bandwidth stored in a storage unit 110. FIG. [Figure 5] 10 is a diagram showing an example of a second conscious load stored in the storage unit 110. FIG. [Figure 6] 10 is a diagram showing an example of a second conscious bandwidth stored in the storage unit 110. FIG. [Figure 7] FIG. 10 is a diagram showing an example of a display screen displayed in accordance with display information. [Figure 8] 1 is a flowchart illustrating an example of processing in the calculation system 100. [Figure 9] FIG. 9 is a diagram illustrating an example of the hardware configuration of a computer 900. DETAILED DESCRIPTION OF THE INVENTION

[0011] DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS Preferred embodiments of the present invention will now be described with reference to the accompanying drawings, in which: Figure 1 is a diagram showing an overview of processing in a calculation system 100 according to an embodiment of the present invention;

[0012] The calculation system 100 is an information processing system realized by a calculation program, and is an information processing system that calculates the level of consciousness load of a target person in a customer journey.

[0013] Here, a customer journey is, for example, a visualization of the flow leading up to a goal envisioned by a service provider, by organizing the changes in the behavior, thoughts, and emotions of a target person (e.g., a customer, a service user, a citizen, or a resident) step by step. The goal envisioned by a service provider includes, for example, the use, purchase, or contract of a product or service, visiting a website introducing the product or service, the use of government services, or the use of medical checkups or vaccinations. The service may be a commercial service or a public service.

[0014] First, the calculation system 100 calculates a first conscious load (101) indicating the level of conscious load for a first subject to go through a first customer journey. Next, the calculation system 100 calculates a first conscious bandwidth (102) indicating the level of conscious load that the first subject can go through for each of a plurality of steps included in the first customer journey based on the first conscious load.

[0015] Then, the calculation system 100 calculates, based on the first conscious load, a second conscious load (103) indicating the level of conscious load required to pass through each of the plurality of steps included in the second customer journey. The calculation system 100 calculates, based on the first conscious bandwidth, a second conscious bandwidth (104) indicating the level of conscious load that the second subject can pass through for each of the plurality of steps included in the second customer journey.

[0016] Furthermore, the calculation system 100 outputs display information for displaying on an information processing device each of the multiple steps included in the second customer journey, the second conscious load, and the second conscious bandwidth in association with their order in the second customer journey.

[0017] Various methods and technologies are being used, primarily in the marketing field, to support the design of customer journeys, with the aim of deepening understanding of the behavioral patterns of potential or existing customers, or of targets from which information or action needs to be elicited, and devising effective measures. Customer journeys are also known as customer journey maps, persona maps, or behavioral process maps. However, these methods create customer journeys that rely heavily on the creator's intuition, posing numerous problems in terms of ensuring quality and reproducibility. Furthermore, because they are essentially information processing methods based on qualitative, subjective data, they lack scientific basis and are difficult to combine with data science and AI (artificial intelligence) technologies.

[0018] Furthermore, traditional customer journeys are not designed to take into account the target's time availability, cognitive and perceptual constraints (such as the amount of information they can accept and process within a certain period of time), or behavioral characteristics. As a result, it can be said that the target is often forced to participate in the service provider's design. In other words, various entities currently implement advertising strategies and health promotions based on the crude logic of "if we can take away the target's time and attention resources, then we will take them away," wasting the target's valuable time and attention resources. In other words, traditional customer journey designs do not take into account the mental load, especially the time, that the target invests.

[0019] Therefore, the calculation system 100 calculates the mental load of the target person in the customer journey. As a result, the calculation system 100 can evaluate the customer journey based on the mental load of the target person. Furthermore, the calculation system 100 supports the realization of service design that appropriately allocates the target person's mental resources at each step included in the customer journey and does not overload the target person's mental bandwidth.

[0020] 2 is a diagram showing the configuration of a calculation system 100 according to one embodiment of the present invention. The calculation system 100 is communicably connected to an information processing device 200 via a network such as the Internet. Details of the calculation system 100 will be described later.

[0021] The information processing device 200 is a computer used by a user of the calculation system 100, such as a smartphone, a tablet terminal, or a personal computer.

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

[0023] Although only one information processing device 200 is shown in FIG. 2, a plurality of information processing devices 200 may be provided.

[0024] Next, details of the calculation system 100 will be described. The calculation system 100 includes a storage unit 110, a step acquisition unit 120, a first conscious load calculation unit 130, a first conscious bandwidth calculation unit 140, a second conscious load calculation unit 150, a second conscious bandwidth calculation unit 160, a step identification unit 170, a display information generation unit 180, and a display information output unit 190. Each unit shown in Fig. 2 can be realized, for example, by using a storage area or by a processor executing a program stored in the storage area.

[0025] The storage unit 110 stores information processed in the calculation system 100. The storage unit 110 can store, for example, a first conscious load, a first conscious bandwidth, a second conscious load, and a second conscious bandwidth, which will be described later.

[0026] The step acquisition unit 120 acquires each of the multiple steps included in the customer journey in association with the order in the customer journey.

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

[0028] Each of the steps included in the customer journey includes multiple behavioral steps and at least one transition step between the multiple behavioral steps. That is, if a customer journey includes two behavioral steps, it includes one transition step between the two behavioral steps, and if a customer journey includes three behavioral steps, it includes two transition steps between the three behavioral steps.

[0029] Specifically, each of the multiple steps included in the customer journey includes, for example, receiving a message, opening the message, reading the message, visiting a link included in the message, and applying at the link.

[0030] Each of the multiple steps included in the customer journey may be a step using a digital device (e.g., accessing a homepage, scanning a 2D code, sending and receiving a message), or it may be a step that takes place in the real world without using a digital device (e.g., visiting, writing something by hand, etc.).

[0031] The first conscious load calculation unit 130 calculates a first conscious load based on the behavioral conscious load required for each of a plurality of behavioral steps included in a first customer journey for at least one first subject, and the transition conscious load required for at least one transition step included in the first customer journey, and stores the calculated first conscious load in the memory unit 110.

[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 described later) may include, for example, a value corresponding to the time required to go through each of the multiple steps included in the customer journey. Furthermore, the conscious load may include a value corresponding to the load (mental load, attention resources) imposed on a subject according to the attributes of the subject going through the customer journey. The value corresponding to the load imposed on the subject may be a biologically determined amount of load. Specifically, the value corresponding to the impact on the subject may be, for example, such that the older the subject is, the greater the load imposed on the subject, or the greater the amount of text the subject refers to or the smaller the text size.

[0033] The mental load can also be considered as the accessibility of the subject. In other words, the smaller the mental load, the easier it is for the subject to pass through the steps, indicating high accessibility.

[0034] The first conscious load indicates the degree of conscious load required for at least one first subject to go through each of a plurality of steps included in the first customer journey.

[0035] The first conscious load may be the conscious load of a plurality of first subjects, in which case the first conscious load may be a distribution of the first conscious loads of each of the plurality of first subjects.

[0036] The first conscious load calculation section 130 can calculate the first conscious load based on, for example, similar past cases, trials, or simulator results.

[0037] 3 is a diagram showing an example of the first conscious load stored in the storage unit 110. The first conscious load stored in the storage unit 110 includes, for example, a customer journey ID, a step ID, and first conscious load information. The first conscious load information further includes, for example, required time information.

[0038] Here, the customer journey ID is information that identifies the customer journey processed in the calculation system 100. The step ID is information that identifies each of the multiple steps included in the customer journey. The first conscious load information is information that indicates the first conscious load amount. The required time information is information that indicates a value corresponding to the time required to pass through each of the multiple steps included in the customer journey.

[0039] The first conscious bandwidth calculation unit 140 calculates a first conscious bandwidth indicating the degree of conscious load that at least one first target can pass through for each of the multiple steps included in the first customer journey based on the first conscious load amount, and stores the calculated first conscious bandwidth in the memory unit 110.

[0040] Here, the awareness bandwidth (the awareness bandwidth indicated by the first awareness bandwidth, or the awareness bandwidth indicated by the second awareness bandwidth described later) indicates the level of awareness load that a target (e.g., a first target or a second target described later) can pass through each of multiple steps included in a customer journey. That is, the target can pass through steps with an awareness load smaller than the awareness bandwidth, but cannot pass through steps with an awareness load larger than the awareness bandwidth.

[0041] The awareness bandwidth may also be a value corresponding to the amount of time a subject can devote to passing through. The awareness bandwidth may also be a value corresponding to the level of mental load or attention resources a subject can devote to passing through. In other words, the awareness bandwidth may indicate a level at which a certain percentage of subjects feel uncomfortable that their time is being wasted or a level at which a certain percentage of respondents drop out, such as 5 minutes or 2,000 characters in a questionnaire survey.

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

[0043] The awareness bandwidth may vary depending on the loyalty of the subject. Specifically, for example, a subject who is favorable to the service provider can pass through a step with a heavier awareness load, and therefore the awareness bandwidth of the favorable subject will be at a high level.

[0044] The awareness bandwidth may be set for each attribute of the target person, for example. Here, the attribute may be, for example, attributes according to age, gender, address, and family structure. This allows the calculation system 100 to evaluate the customer journey for each attribute of the target person.

[0045] Furthermore, the mental bandwidth may be a value that is fixed in advance (for example, based on the subject's personality or biological characteristics) as the level of mental load that the subject can tolerate, or may be a value that varies using a predetermined method. Specifically, the mental bandwidth may be a value that varies depending on, for example, the subject's growth or aging, or the timing at which the subject passes through a step (for example, time of day, date, season, weather, temperature, humidity), or may be a value that varies depending on predetermined processing of the subject (for example, processing based on behavioral science techniques such as nudges). In this case, the predetermined processing of the subject can be considered as "mental bandwidth engineering," which individually controls the mental bandwidth.

[0046] The first conscious bandwidth calculation unit 140 calculates the first conscious bandwidth based on the first conscious workload. The first conscious bandwidth may be information indicating a single value or may be information indicating a certain range of values.

[0047] Specifically, when the first conscious load is the conscious load of the first subject of 1, the first conscious bandwidth calculation section 140 can set the conscious load as the first conscious bandwidth.

[0048] Furthermore, when the first conscious load amounts are the conscious load amounts of a plurality of first subjects, the first conscious bandwidth calculation section 140 may determine, for each of a plurality of steps, the highest first conscious load amount or the mean value, median value, or mode in the distribution of the first conscious load amounts as the first conscious bandwidth, or may determine, as the first conscious bandwidth, a range determined by the mean value plus or minus the standard deviation in the distribution of the first conscious load amounts, or a range from the first quartile to the third quartile. Note that the method of calculating the first conscious bandwidth is not limited to these.

[0049] The first conscious bandwidth calculation unit 140 can calculate the first conscious bandwidth based on, for example, similar past cases, trials, or simulator results.

[0050] 4 is a diagram illustrating an example of the first conscious bandwidth stored in the storage unit 110. The first conscious bandwidth stored in the storage unit 110 includes, for example, a customer journey ID, a step ID, and first conscious bandwidth information, and the first conscious bandwidth information further includes, for example, time width information.

[0051] Here, the first conscious bandwidth information is information indicating the first conscious bandwidth, and the time width information is information indicating the width of time that a target person can pass through each of a plurality of steps included in a customer journey.

[0052] The second conscious load calculation unit 150 calculates a second conscious load amount indicating the degree of conscious load required to pass through each of the multiple steps included in the second customer journey based on the first conscious load amount, and stores the calculated second conscious load amount in the memory unit 110.

[0053] The second conscious load indicates the degree of conscious load required for at least one second subject to go through each of a plurality of steps included in the second customer journey.

[0054] Here, the first conscious load is determined for each of the steps included in the first customer journey. The second conscious load calculation unit 150 compares the steps included in the second customer journey with the steps associated with the first conscious load, and calculates the second conscious load for each of the steps included in the second customer journey based on the first conscious load.

[0055] Specifically, consider a case where the first customer journey includes step A, step B, step C, and step D, and the second customer journey includes step A and step D. In this case, step A and step D are common to the first and second customer journeys. Furthermore, the first conscious load indicates the conscious load of each of step A, step B, step C, and step D. Therefore, the second conscious load calculation unit 150 uses the first conscious load of each of step A and step D to calculate the second conscious load of each of step A and step D. Note that the method of calculating the second conscious load is not limited to this.

[0056] Furthermore, the second conscious load amounts of steps A and D in a second customer journey that transitions from step A to step D may be different from the second conscious load amounts of steps D and A in a second customer journey that transitions from step D to step A. Specifically, the subject's load may differ between a customer journey in which the conscious load gradually increases and a customer journey in which the load gradually decreases. Therefore, the second conscious load calculation unit 150 can calculate the second conscious load amount of each of the multiple steps in the second customer journey, taking into account the order of each of the multiple steps. This allows the second conscious load calculation unit 150 to calculate the second conscious load amount with high accuracy.

[0057] Furthermore, the second conscious load calculation unit 150 may set different conscious loads for multiple steps in which the amount of information in the message text presented to the subject (for example, the number of characters, data capacity) is the same. That is, the second conscious load calculation unit 150 may calculate different second conscious loads depending on the context and the ease of information gathering, since the information load differs depending on whether or not a decision is made after reading the message text, and the difficulty or complexity of the decision-making (the number of options).

[0058] Furthermore, the second subject may be a subject with the same or similar attributes as the first subject. This allows the second conscious load calculation unit 150 and a second conscious bandwidth calculation unit 160 (described later) to calculate the second conscious load and the second conscious bandwidth with high accuracy based on the first conscious load and the first conscious bandwidth.

[0059] 5 is a diagram showing an example of the second conscious load stored in the storage unit 110. The second conscious load stored in the storage unit 110 includes, for example, a customer journey ID, a step ID, and second conscious load information. The second conscious load information further includes, for example, required time information. Here, the second conscious load information is information indicating the second conscious load.

[0060] The second conscious bandwidth calculation unit 160 calculates a second conscious bandwidth indicating the degree of conscious load that at least one second target can pass through for each of the multiple steps included in the second customer journey based on the first conscious bandwidth, and stores the calculated second conscious bandwidth in the memory unit 110.

[0061] Here, the first conscious bandwidth is determined for each of the steps included in the first customer journey. The second conscious bandwidth calculation unit 160 compares the steps included in the second customer journey with the steps associated with the first conscious bandwidth, and calculates the second conscious bandwidth for each of the steps included in the second customer journey based on the first conscious bandwidth.

[0062] Specifically, consider a case where the first customer journey includes step A, step B, step C, and step D, and the second customer journey includes step A and step D. In this case, step A and step D are common to the first and second customer journeys. Furthermore, the first conscious bandwidth indicates the conscious bandwidth of each of step A, step B, step C, and step D. Therefore, the second conscious bandwidth calculation unit 160 calculates the second conscious bandwidth of each of step A and step D using the first conscious bandwidth of each of step A and step D. Note that the method of calculating the second conscious bandwidth is not limited to this.

[0063] Furthermore, the second conscious bandwidths of steps A and D in a second customer journey that transitions from step A to step D may be different from the second conscious bandwidths of steps D and A in a second customer journey that transitions from step D to step A. That is, the second conscious bandwidth calculation unit 160 can calculate the second conscious bandwidth of each of the multiple steps in the second customer journey, taking into consideration the order of each of the multiple steps. This allows the second conscious bandwidth calculation unit 160 to calculate the second conscious bandwidth with high accuracy.

[0064] Furthermore, the second consciousness bandwidth calculation unit 160 may set different consciousness bandwidths for multiple steps in which the amount of information in the message text presented to the subject (for example, the number of characters, the data capacity) is the same. That is, the second consciousness bandwidth calculation unit 160 may calculate different second consciousness bandwidths depending on the context and the ease of information gathering, since the information load differs depending on whether or not a decision is made after reading the message text, and the difficulty or complexity of the decision-making (the number of options).

[0065] 6 is a diagram showing an example of the second conscious bandwidth stored in the storage unit 110. The second conscious bandwidth stored in the storage unit 110 includes, for example, a customer journey ID, a step ID, and second conscious bandwidth information. The second conscious bandwidth information further includes, for example, time width information. Here, the second conscious bandwidth information is information indicating the second conscious bandwidth.

[0066] The step identifying unit 170 identifies at least one step among the steps included in the second customer journey, in which the second conscious load exceeds the second conscious bandwidth.

[0067] A step in which the second conscious load exceeds the second conscious bandwidth indicates that there are certain subjects who cannot pass through the step. In other words, the step can be evaluated as a step that should be improved among the multiple steps included in the customer journey. Therefore, the step identification unit 170 identifies at least one step in which the second conscious load exceeds the second conscious bandwidth. This allows the user of the calculation system 100 to understand the step that should be improved among the multiple steps included in the customer journey.

[0068] Furthermore, the step identification unit 170 can identify at least one step in which the second conscious load exceeds the second conscious bandwidth for each of the plurality of subjects, thereby enabling the calculation system 100 to evaluate the customer journey in consideration of the accessibility for each of the plurality of subjects.

[0069] The display information generation unit 180 outputs display information for displaying, on an information processing device, each of the multiple steps included in the second customer journey, the second conscious load, and the second conscious bandwidth in association with their order in the second customer journey.

[0070] The display information is data for displaying, for each of a plurality of steps included in the second customer journey, the second conscious load amount and the second conscious bandwidth.

[0071] In addition, the display information generation unit 180 can generate display information that switches the display of the second conscious load amount and the second conscious bandwidth in accordance with an operation to swap at least one step of the multiple steps included in the second customer journey on a display screen displayed in accordance with the display information.

[0072] Here, the operation of switching at least one step includes, for example, an operation (for example, a mouse operation, a touch operation, or a keyboard operation) on the information processing device 200 by the user of the calculation system 100 while referring to the display screen.

[0073] Specifically, the calculation system 100 acquires operation information related to an operation of rearranging at least one step. Subsequently, the step acquisition unit 120 acquires each of the multiple steps included in the second customer journey after the rearrangement in association with the order after the rearrangement. The second conscious load calculation unit 150 and the second conscious bandwidth calculation unit 160 calculate the second conscious load and the second conscious bandwidth in the second customer journey after the rearrangement. Then, the display information generation unit 180 generates display information based on the second conscious load and the second conscious bandwidth in the second customer journey after the rearrangement.

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

[0075] The display information output unit 190 can output the display information to, for example, the information processing device 200. This allows the user of the calculation system 100 to intuitively understand the calculation results of the calculation system 100 by referring to the display information.

[0076] FIG. 7 is a diagram showing an example of a display screen displayed in accordance with the display information.

[0077] The screen shown in Fig. 7 includes, for example, an area 701 that displays the second conscious load and second conscious bandwidth in the second customer journey, and an area 702 that displays multiple steps included in the second customer journey. In area 701, for example, the second conscious load and second conscious bandwidth are displayed as graphs. The customer journey displayed on the screen shown in Fig. 7 is called, for example, a "conscious load journey map."

[0078] As shown in FIG. 7, a user who refers to the display screen displayed in accordance with the display information can intuitively grasp, for example, the trends in the second conscious load and the second conscious bandwidth, and the steps in which the second conscious load exceeds the second conscious bandwidth.

[0079] Moreover, the area (the shaded area in FIG. 7) defined by the consciousness load graph included in the region 701 can be evaluated as the quantified degree of usability.

[0080] By referring to the consciousness load journey map and improving the existing customer journey, users can deepen their understanding of the service and the target audience. This improves the accuracy of predicting the conversion rate of the target audience (e.g., customers) and makes it easier to make improvements, thereby improving the investment effectiveness of measures and, for example, improving the response rate of surveys.

[0081] In addition, marketing methods and budget allocations will become more efficient. Specifically, for example, it will be possible to rationalize decision-making, such as using analog media such as a pressure-sensitive postcard with a QR code (registered trademark) at the entrance to the flow where digital notifications are likely to be mistaken for fraud and people will drop out.

[0082] It also improves customer recommendation (NPS: Net Promoter Score (registered trademark)). Specifically, for example, by eliminating the waste of target users' time and attention resources, CX improves and the number of complainers / critics decreases.

[0083] Furthermore, since the calculation method in the calculation system 100 is based on the idea of ​​adding indicators related to awareness resources, the user can use evaluation through the calculation system 100 in conjunction with an existing framework.

[0084] Furthermore, if the pace of awareness resources is allocated systematically and consciously by the policy designers, it is expected that advertising pollution and administrative procedures that waste the target people's time will be eliminated.

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

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

[0087] Next, the step acquisition unit 120 acquires a plurality of steps included in the second customer journey (S803). The second conscious load calculation unit 150 calculates the second conscious load amount, and the second conscious bandwidth calculation unit 160 calculates the second conscious bandwidth (S804). The step identification unit 170 identifies at least one step of the plurality of steps included in the second customer journey, for which the second conscious load amount exceeds the second conscious bandwidth.

[0088] The display information generation unit 180 generates display information for displaying the consciousness load journey map, and the display information output unit 190 outputs the display information to, for example, the information processing device 200 (S805).

[0089] <Modification> The second customer journey may include, for example, a customer journey of a second subject. The second subject may be the same as or different from the first subject. If the second subject is different from the first subject, the second subject may have the same or similar attributes as the first subject, as described above.

[0090] Furthermore, the second customer journey may include steps included in one first customer journey, or may be composed of steps included in one first customer journey. In other words, some of the steps included in the second customer journey may be included in the one first customer journey, or all of the steps included in the second customer journey may be included in the one first customer journey.

[0091] Furthermore, the second customer journey may include steps included in multiple first customer journeys, or may be composed of steps included in multiple first customer journeys. That is, some of the steps included in the second customer journey may be included in the multiple first customer journeys, or all of the steps included in the second customer journey may be included in the multiple first customer journeys. More specifically, if a first customer journey A includes steps a1 and a2 and another first customer journey B includes steps b1 and b2, the second customer journey may include steps a1 and b2, or may include step c that is not included in the first customer journey A or the first customer journey B. This allows the calculation system 100 to calculate the second conscious load and second conscious bandwidth for a wider variety of second customer journeys.

[0092] The mental load may be calculated based on at least one of the following: the amount or content of content provided to the user to pass through a step; the path to the content; the path to transition from the content to the next step; the components of a behavior change technique (BCT) (BCT components); and whether or not the subject needs to make a decision. Here, the content may be, for example, a specific web page, email, document, questionnaire, or the text, image, or video provided by these. Furthermore, a BCT is, for example, a means or technique that acts on (influences) a behavior change factor. A behavior change factor is, for example, a factor that causes a subject to take a specific action. For example, behavior change factors for a step in a customer journey can be identified based on research such as academic research or attitude surveys, theories related to behavioral science, persona settings for the subject, or a behavioral process map.

[0093] The first conscious load calculation unit 130 may calculate the first conscious load based on, for example, information about content provided to the user to pass a step. The information about the content may be, for example, the number of characters or words, the proportion of character types (e.g., kanji, hiragana, katakana, alphabet, symbols, numbers), the type of language (e.g., Japanese, English), the difficulty of words, information about the amount of white space, and the number or distance of eye movements of the subject. Specifically, for example, the first conscious load calculation unit 130 may calculate a higher first conscious load as the proportion of kanji characters increases. This allows the calculation system 100 to calculate the first conscious load based on the amount or content of the content.

[0094] At this time, the first conscious load calculation unit 130 may calculate the first conscious load, for example, further based on the attributes of the subject (for example, the subject's race, age, sex, family structure, educational background, occupation, income, employment status, and employment type). That is, for example, if the subject is a child, the first conscious load calculation unit 130 may calculate a lower first conscious load the closer the proportion of kanji characters is to a predetermined first proportion, and if the subject is an adult, the first conscious load calculation unit 130 may calculate a lower first conscious load the closer the proportion of kanji characters is to a second proportion higher than the first proportion (i.e., the more kanji characters are used). In this way, the first conscious load calculation unit 130 can calculate a more accurate first conscious load by further considering the attributes of the subject.

[0095] Furthermore, the first conscious load calculation unit 130 can calculate the first conscious load based on, for example, the number of substeps included in a step. That is, if the step is "contact by email," the step may include substeps such as "notice receipt of an electronic message," "open the electronic message," "finish reading the electronic message," and "reference the linked web page." The more substeps there are, the higher the conscious load of the subject. Therefore, the first conscious load calculation unit 130 can calculate a higher first conscious load, for example, the more substeps there are. This allows the calculation system 100 to evaluate the step more precisely and calculate the first conscious load with higher accuracy. Note that the number of substeps may vary for each subject. Furthermore, when the number of substeps differs for each subject, the first conscious load calculation unit 130 may calculate the first conscious bandwidth based on a statistical value (e.g., the mean value, the median value, the mode value, the range determined by the mean value plus or minus the standard deviation, or the range from the first quartile to the third quartile) based on the number of substeps that differs for each subject.

[0096] Furthermore, the first conscious load calculation unit 130 can calculate the first conscious load based on, for example, the relationship between the content of a measure that can be applied to the subject and the degree to which the implementation of the measure increases the probability that the subject will pass through the step. That is, for example, when comparing step A, in which the measure of sending a predetermined message to the subject increases the probability that the subject will pass through the step beyond a predetermined threshold, with step B, in which the measure of inviting the subject by phone increases the probability that the subject will pass through the step beyond a predetermined threshold, assuming that inviting the subject by phone increases the conscious load on the subject compared to sending a message, step A can be evaluated as a step that is easier to pass. Therefore, the first conscious load calculation unit 130 can calculate a smaller first conscious load for step A and a higher first conscious load for step B. This allows the calculation system 100 to calculate the first conscious load with higher accuracy, taking into account the properties of the steps.

[0097] Furthermore, the first conscious load calculation unit 130 can calculate the first conscious load based on, for example, a quantitative value required to pass through a step. The quantitative value may be, for example, an actual measurement value measured when the subject actually passes through the step, or a predicted value predicted based on a learning model that is trained based on the actual measurement value. The quantitative value may be the time required to pass through the step (e.g., the time required to open a message, the time required to click, the time required to view, or the time required to scroll a web page), or the number of actions required to pass through the step (e.g., the number of times a message is opened, the number of times a click, the number of times a view, or the number of times a web page is scrolled). This allows the calculation system 100 to calculate the first conscious load with higher accuracy, taking into account the properties of the step.

[0098] Furthermore, the first conscious load calculation unit 130 can calculate the first conscious load based on a learning model that is trained based on information about the subject passing through or leaving steps, for example. This allows the calculation system 100 to calculate the first conscious load with higher accuracy based on the subject's passing through or leaving records.

[0099] Furthermore, the first conscious load calculation unit 130 can calculate the first conscious load by, for example, combining the calculation methods of the first conscious load described in this specification. In this case, the first conscious load calculation unit 130 may calculate the first conscious load by using a different combination of calculation methods for each step, for example. This allows the calculation system 100 to calculate the first conscious load with higher accuracy, taking into account the properties of the step.

[0100] Furthermore, the first conscious load calculation section 130 may, for example, calculate the first conscious load for a predetermined period based on an initial model for calculating the first conscious load, update the initial model based on learning data accumulated during the predetermined period, and further calculate the first conscious load based on the updated model, repeatedly. In this way, the first conscious load calculation section 130 can sequentially learn the subject's passing or leaving history and calculate the first conscious load with higher accuracy.

[0101] At this time, the first conscious load calculation section 130 may, for example, update the model based on a learning model that is learned based on information regarding the first subject's passing through or leaving a step, and calculate the first conscious load of the first subject based on the updated model. This allows the first conscious load calculation section 130 to calculate the first conscious load of the first subject with higher accuracy based on a model that is suitable for calculating the first conscious load of the first subject.

[0102] The above-described method for calculating the first conscious load can be appropriately interpreted as a method for calculating the second conscious load by the second conscious load calculation unit 150. In particular, for example, the second conscious load calculation unit 150 can calculate the conscious load (i.e., the second conscious load) of a step that is included in the second customer journey but is not included in the first customer journey. Note that in the calculation system 100, the method for calculating the first conscious load and the method for calculating the second conscious load may be the same or different.

[0103] The consciousness bandwidth may be calculated based on environmental factors of the subject's environment passing through the step, and the subject's preferences, attributes, cognitive ability, and information processing ability. Here, the environmental factors may be, for example, the timing (season, season, time of day, day of the week, etc.) of the subject passing through the step.

[0104] The first conscious bandwidth calculation unit 140 can calculate the conscious bandwidth of a step based on the conscious load of each subject in a step and the pass rate or dropout rate of the step for a predetermined group of subjects (for example, a group including subjects with the same or similar attributes). Specifically, for example, if the number of seconds until a click action required to pass step A is taken as the conscious load and the pass rate of step A is 20%, the first conscious bandwidth calculation unit 140 can calculate, for example, a statistical value, such as an upper limit, of the number of seconds for the top 20% of subjects in the predetermined group of subjects as the first conscious bandwidth, and can also calculate the maximum value of the number of seconds for the subjects who passed step A (i.e., the maximum value of the first conscious load of the subjects who passed step A) as the first conscious bandwidth.

[0105] Furthermore, the first conscious bandwidth calculation unit 140 may calculate the first conscious bandwidth based on the results of a questionnaire given to subjects who have actually passed through the steps. More specifically, a questionnaire may be administered to subjects who have actually passed through the steps, for example, regarding the degree of conscious load when passing through the steps or their impressions of the degree of conscious load, and the conscious bandwidth may be calculated based on the conscious load of subjects who gave predetermined answers to the questionnaire (e.g., "it was easy" or "it was difficult"). In this case, the first conscious bandwidth may be calculated based on statistical values ​​(e.g., the mean, median, mode, a range determined by the mean plus or minus standard deviation, or a range from the first quartile to the third quartile) of the conscious load of subjects who gave predetermined answers to the questionnaire.

[0106] Furthermore, the first conscious bandwidth calculation unit 140 can calculate the first conscious bandwidth based on a learning model that is trained based on the subject's actual passing or leaving of steps. Here, the learning model is trained in advance based on the characteristics of the steps and the conscious load when the subject passes through the steps. Then, the first conscious bandwidth calculation unit 140 inputs the characteristics of the step to be calculated for the first conscious bandwidth into the learning model, and acquires the first conscious bandwidth of the step.

[0107] Furthermore, the first conscious bandwidth calculation unit 140 may calculate the first conscious bandwidth based on, for example, biological data of the subject. The biological data of the subject may be acquired, for example, from a wearable device worn by the subject. The biological data of the subject may be, for example, heart rate data, blood pressure data, or data related to pupil dilation / contraction. Specifically, the first conscious bandwidth calculation unit 140 may calculate the first conscious bandwidth by evaluating that the higher the heart rate, the less the subject can tolerate the conscious load.

[0108] The above-described method for calculating the first conscious bandwidth can be appropriately interpreted as a method for calculating the second conscious bandwidth by the second conscious bandwidth calculation unit 160. In particular, for example, the second conscious bandwidth calculation unit 160 can calculate the conscious bandwidth (i.e., the second conscious bandwidth) of a step that is included in the second customer journey but is not included in the first customer journey. Note that in the calculation system 100, the method for calculating the first conscious load and the method for calculating the second conscious load may be the same or different.

[0109] Next, an example of a hardware configuration in which the calculation system 100 is realized by a computer 900 will be described with reference to Fig. 9. Fig. 9 is a diagram showing an example of a hardware configuration of the computer 900.

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

[0111] Computer 900 may be, for example, a server computer, a personal computer (e.g., desktop, laptop, tablet, etc.), a media computing platform (e.g., cable, satellite set-top box, digital video recorder, etc.), a handheld computing device (e.g., PDA, email client, etc.), or any other type of computing or communications platform.

[0112] The processor 901 is a control unit that controls various processes in the computer 900 by executing programs stored in the memory 902 .

[0113] The memory 902 is a storage medium such as a RAM (Random Access Memory), etc. The memory 902 temporarily stores the program code of the program executed by the processor 901 and data required when the program is executed.

[0114] The storage device 903 is a non-volatile storage medium such as a hard disk drive (HDD), flash memory, etc. The storage device 903 stores an operating system and various programs for realizing the above-mentioned configurations.

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

[0116] The data I / F unit 905 is a device for inputting data from outside the computer 900. The data I / F unit 905 is, for example, a drive device for reading data stored in various storage media. The data I / F unit 905 may be provided outside the computer 900. When the data I / F unit 905 is provided outside the computer 900, the data I / F unit 905 is connected to the computer 900 via an interface such as a USB.

[0117] The communication I / F unit 906 is a device for performing data communication via a network such as the Internet, either wired or wirelessly, with devices external to the computer 900. The communication I / F unit 906 may be provided outside the computer 900. When the communication I / F unit 906 is provided outside the computer 900, the communication I / F unit 906 is connected to the computer 900 via an interface such as a USB.

[0118] The display device 907 is a device for displaying various types of information. The display device 907 is, for example, a liquid crystal display, an organic EL (Electro-Luminescence) display, a display of a wearable device, or the like. The display device 907 may be provided outside the computer 900. When the display device 907 is provided outside the computer 900, the display device 907 is connected to the computer 900 via, for example, a display cable. Furthermore, when a touch panel is adopted as the input I / F unit 904, the display device 907 may be configured as an integral part of the input I / F unit 904.

[0119] The above describes one embodiment of the present invention. The calculation system 100 can calculate a first conscious bandwidth based on a first conscious load, calculate a second conscious load for each of a plurality of steps included in a second customer journey for a second subject based on the first conscious load, and calculate a second conscious bandwidth for each of the plurality of steps based on the first conscious bandwidth. This allows the calculation system 100 to take the subject's conscious load into account when evaluating the customer journey.

[0120] Furthermore, the calculation system 100 can output display information for displaying, on an information processing device, each of the steps included in the second customer journey, the second conscious load, and the second conscious bandwidth in association with the order in the second customer journey. This allows the user of the calculation system 100 to intuitively understand the calculation results of the calculation system 100.

[0121] Furthermore, the calculation system 100 can output display information in which the display of the second conscious load and the second conscious bandwidth is switched in response to an operation of switching at least one step among the steps included in the second customer journey on a display screen displayed in response to the display information. This allows the user of the calculation system 100 to dynamically grasp the calculation result after switching the steps.

[0122] Furthermore, the calculation system 100 can identify at least one step in the second customer journey whose second conscious load exceeds the second conscious bandwidth, thereby enabling the calculation system 100 to identify a step in the second customer journey that should be improved.

[0123] It should be noted that the present embodiment is provided to facilitate understanding of the present invention and is not intended to limit the present invention. The present invention may be modified or improved without departing from the spirit thereof, and equivalents thereof are also included in the present invention. [Explanation of symbols]

[0124] 100 Calculation system, 110 Storage unit, 120 Step acquisition unit, 130 First conscious load calculation unit, 140 First conscious bandwidth calculation unit, 150 Second conscious load calculation unit, 160 Second conscious bandwidth calculation unit, 170 Step identification unit, 180 Display information generation unit, 190 Display information output unit, 200 Information processing device

Claims

1. a first conscious bandwidth calculation unit that calculates a range determined by an average value of a distribution of first conscious load amounts, which indicates the degree of conscious load required for each of a plurality of first subjects to pass through each of a plurality of steps included in at least one first customer journey, and a standard deviation of the distribution of the first conscious load amounts, as a first conscious bandwidth that indicates the degree of conscious load that the plurality of first subjects can pass through for each of a plurality of steps included in the first customer journey; a second customer journey for a second subject, the second customer journey including a step included in the at least one first customer journey, wherein a second conscious load amount indicating a degree of conscious load required to pass through each of a plurality of steps included in the second customer journey and the first customer journey is defined as the first conscious load amount; a second conscious load calculation unit that calculates a second conscious load amount indicating a degree of conscious load required to pass through each of a plurality of steps that are included in the second customer journey but not included in the first customer journey, as an actual measurement value measured when the second subject actually passes through the steps; A second conscious bandwidth indicating a degree of conscious load that at least one second subject can pass through for each of a plurality of steps included in the second customer journey and included in the first customer journey is defined as the first conscious bandwidth; a second conscious bandwidth calculation unit that calculates the second conscious bandwidth for each of a plurality of steps that are included in the second customer journey but not included in the first customer journey as a range determined by an average value of the distribution of the second conscious load amount and a standard deviation of the distribution of the second conscious load amount; A calculation system comprising:

2. The calculation system according to claim 1, further comprising a display information output unit that outputs display information for displaying each of the plurality of steps included in the second customer journey, the second conscious load, and the second conscious bandwidth on an information processing device in association with an order in the second customer journey.

3. 3. The calculation system according to claim 2, wherein the display information output unit outputs display information in which the display of the second conscious load and the second conscious bandwidth is switched in response to an operation of switching at least one step of a plurality of steps included in the second customer journey on a display screen displayed in response to the display information.

4. The calculation system according to any one of claims 1 to 3, further comprising: a step identification unit that identifies at least one step among a plurality of steps included in the second customer journey in which the second conscious load amount exceeds the second conscious bandwidth.

5. The calculation system according to any one of claims 1 to 3, further comprising a first conscious load calculation unit that calculates, as the first conscious load, at least one of the amount of characters or character size referred to by the plurality of first subjects to pass through each of the plurality of steps included in the first customer journey, or the time required to pass through each of the plurality of steps included in the first customer journey.

6. The plurality of steps included in the first customer journey include a plurality of behavioral steps and at least one transition step between the plurality of behavioral steps; 6. The calculation system according to claim 5, wherein the first conscious load calculation unit calculates, as a behavioral conscious load, at least one of the amount of characters or the size of characters viewed by the plurality of first subjects to pass through each of the plurality of behavioral steps for the at least one first subject, or the time required to pass through each of the plurality of steps included in the first customer journey, and calculates, as a transition conscious load, at least one of the amount of characters or the size of characters referred to by the plurality of first subjects to pass through the at least one transition step, or the time required to pass through each of the plurality of steps included in the first customer journey.

7. the second conscious load includes required time information regarding the time required to pass through each of a plurality of steps included in the second customer journey; The second awareness bandwidth includes time information regarding the time required for at least one second subject to pass through each of a plurality of steps included in the second customer journey. The calculation system according to any one of claims 1 to 3.

8. The computing system of claim 1 , wherein the at least one first subject and the at least one second subject have the same or similar attributes.

9. The computer calculate a range determined by the average value of a distribution of first conscious load amounts, which indicates the degree of conscious load required for each of a plurality of first subjects to pass through each of a plurality of steps included in at least one first customer journey, and the standard deviation of the distribution of the first conscious load amounts, as a first conscious bandwidth, which indicates the degree of conscious load that the plurality of first subjects can pass through, for each of a plurality of steps included in the first customer journey; a second customer journey for a second subject, the second customer journey including a step included in the at least one first customer journey, wherein a second conscious load amount indicating a degree of conscious load required to pass through each of a plurality of steps included in the second customer journey and the first customer journey is defined as the first conscious load amount; calculating a second conscious load amount indicating the degree of conscious load required to pass through each of a plurality of steps included in the second customer journey but not included in the first customer journey as an actual measurement value measured when the second subject actually passes through the steps; A second conscious bandwidth indicating a degree of conscious load that at least one second subject can pass through for each of a plurality of steps included in the second customer journey and included in the first customer journey is defined as the first conscious bandwidth; calculating the second conscious bandwidth for each of a plurality of steps included in the second customer journey and not included in the first customer journey as a range determined by an average value of the distribution of the second conscious load amount and a standard deviation of the distribution of the second conscious load amount; Calculation method.

10. On the computer, a first conscious bandwidth calculation unit that calculates a range determined by an average value of a distribution of first conscious load amounts, which indicates the degree of conscious load required for each of a plurality of first subjects to pass through each of a plurality of steps included in at least one first customer journey, and a standard deviation of the distribution of the first conscious load amounts, as a first conscious bandwidth that indicates the degree of conscious load that the plurality of first subjects can pass through for each of a plurality of steps included in the first customer journey; a second customer journey for a second subject, the second customer journey including a step included in the at least one first customer journey, wherein a second conscious load amount indicating a degree of conscious load required to pass through each of a plurality of steps included in the second customer journey and the first customer journey is defined as the first conscious load amount; a second conscious load calculation unit that calculates a second conscious load amount indicating a degree of conscious load required to pass through each of a plurality of steps that are included in the second customer journey but not included in the first customer journey, as an actual measurement value measured when the second subject actually passes through the steps; A second conscious bandwidth indicating a degree of conscious load that at least one second subject can pass through for each of a plurality of steps included in the second customer journey and included in the first customer journey is defined as the first conscious bandwidth; a second conscious bandwidth calculation unit that calculates the second conscious bandwidth for each of a plurality of steps that are included in the second customer journey but not included in the first customer journey as a range determined by an average value of the distribution of the second conscious load amount and a standard deviation of the distribution of the second conscious load amount; A calculation program to achieve this.

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