Web通販業者がサポートセンターの業務を軽量化する裏技

ケンコーコムはインターネット通販業者としては新聞やビジネス雑誌、テレビにも取り上げられるほどの有力企業。もちろん規模ではAmazonや楽天には遠く及ばないが、市中にあるリアルのドラッグストアの100倍以上とも言われる在庫を「とにかく並べられるだけ並べる」という戦略で今の地位を築いた。

ずいぶん前に読んだ記事なので詳しくは忘れたが、売れ筋以外の商品はとりあえず普通のドラッグストアでは絶対に手に入らないような品薄品も取り敢えずインターネットショップ上で扱って（この時点では在庫はまだ持っていない）、注文が入ったらその時に初めて商品を入荷する。電器製品などに比べて圧倒的に多品種を少量販売することが多い健康食品・医薬品なので、この方式は売れ筋以外の商品を求める顧客をまるごと取り込む秘訣になっているらしい。また、経費を徹底的に削減していることでも有名で、倉庫にある商品は他のネットショップにも出荷するという戦略を採っている。ショッピングカートと決済方法だけを用意してくれれば、その会社にも商品を出荷する。ケンコーコムと同じデザイン・同じ構造なのにケンコーコムではない通販ショップを見かけたことがある人も少なくないと思うが、あれはケンコーコムの倉庫と販売ルートを使った提携店舗である。

こういう方法は今ではあちこちのネットショップで採用されてきている方法だが、もともとはケンコーコムが発案したアイデアであるものがかなりある。それだけ、Web通販の世界ではアイデアで地方の一薬局から日本最大の健康食品・医薬品通販店舗にのし上がった実力は伊達じゃないのだ。

そして、そのケンコーコムがまたまた新しいアイデアを出してきたのがこのサポートセンターの業務を自分ではやらずに、サイトの利用者同士で解決させるという方法だ。具体的にはYahoo!知恵袋へのリンクを貼ることで、サポートセンターに問い合わせるのではなくWeb2.0の仕組みで利用者に自分で答えを探させる。Yahoo!知恵袋は教えてgoo（OKweb）やはてな人力検索と同じような、利用者の質問に利用者同士で教え合うスタイルの掲示板的コミュニティだ。

サポートセンターの維持はWeb通販業者にとっては非常に重要な業務であると同時に、非常に経費がかかる業務でもある。この業務にかかる手間をできるだけ抑えるための工夫、それがYahoo!知恵袋との連携である。もちろんYahoo!側も自社サイトへのトラフィック増加が見込まれるために大歓迎するはずで、Win-Winの関係が見事に築かれたわけだ。なんとも巧いアイデアを出して来るものだと、中の人の頭の良さに感服したネットショップ経営者は少なくないはずだ。

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