JP7794401B2 - Calculation system, calculation method, and calculation program - Google Patents

Description

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

Traditionally, technologies have been known to evaluate customer behavior patterns and customer journeys.

For example, the 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 products or services offered by the company. The system then displays customer attributes that have a correlation with the customer behavior patterns that is greater than a predetermined value.

Japanese Patent Application Laid-Open No. 2002-83110

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

The present invention therefore aims to take into account the subject's mental load when evaluating a customer journey.

A calculation system according to one aspect of the present invention includes a first conscious bandwidth calculation unit that calculates a first conscious bandwidth indicating the level of conscious load that at least one first subject can pass through for each of a plurality of steps included in a first customer journey based on a first conscious load amount indicating the level 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 a second conscious load amount indicating the level of conscious load that can be passed through for each of a plurality of steps included in the second customer journey based on the first conscious load amount; and a second conscious bandwidth calculation unit that calculates a second conscious bandwidth indicating the level of conscious load that can be passed through for each of a plurality of steps included in the second customer journey based on the first conscious bandwidth.

In this invention, the term "unit" does not simply mean a physical means, but also includes cases where the functions of that "unit" are realized by software. Furthermore, the functions of a single "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 a single physical means, device, or software.

This invention makes it possible to take into account the subject's mental load when evaluating a customer journey.

FIG. 1 is a diagram showing an overview of processing in a calculation system 100 according to an embodiment of the present invention. 1 is a diagram showing the configuration of a calculation system 100 according to an embodiment of the present invention. FIG. 10 is a diagram showing an example of a first conscious load stored in the storage unit 110. FIG. 10 is a diagram illustrating an example of a first conscious bandwidth stored in the storage unit 110. FIG. 10 is a diagram showing an example of a second conscious load stored in the storage unit 110. FIG. 10 is a diagram illustrating an example of a second conscious bandwidth stored in the storage unit 110. FIG. 10 is a diagram showing an example of a display screen displayed in accordance with display information. 10 is a flowchart illustrating an example of processing in the calculation system 100. FIG. 9 illustrates an example of the hardware configuration of a computer 900.

A preferred embodiment of the present invention will be described with reference to the accompanying drawings. Figure 1 is a diagram showing an overview of the processing in a calculation system 100, which is one embodiment of the present invention.

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 mental load of a target person during a customer journey.

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

First, the calculation system 100 calculates a first conscious load (101) that indicates the level of conscious load for a first subject to go through a first customer journey. Next, based on the first conscious load, the calculation system 100 calculates a first conscious bandwidth (102) that indicates 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.

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 multiple 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 multiple steps included in the second customer journey.

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.

Various methods and technologies are 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 whom you want to elicit information or encourage action, 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 are heavily dependent on the creator's intuition, posing many problems in terms of ensuring quality and reproducibility. Furthermore, because they are information processing methods based primarily on qualitative, subjective data, they lack scientific basis and are difficult to use in conjunction with data science or AI (artificial intelligence) technology.

Furthermore, traditional customer journeys are not designed to take into account the target person's time availability, cognitive and perceptual constraints (such as the amount of information they can accept and process within a certain amount of time), or behavioral characteristics. As a result, it could be said that targets are often forced to participate in the service provider's design. In other words, the current situation is one in which various entities implement advertising strategies and health promotions based on the crude logic of "if we can take away the target person's time and attention resources, then we should do so," wasting the target person's valuable time and attention resources. In other words, traditional customer journey designs do not take into account the mental load, particularly time, that targets are put into the mind.

The calculation system 100 therefore calculates the mental load of the subject in the customer journey. This allows the calculation system 100 to evaluate the customer journey based on the subject's mental load. The calculation system 100 also supports the realization of service design that appropriately allocates the subject's mental resources at each step in the customer journey and does not place too much strain on the subject's mental bandwidth.

Figure 2 is a diagram showing the configuration of a calculation system 100, an 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.

The information processing device 200 is a computer used by a user of the calculation system 100, and may be a smartphone, tablet terminal, personal computer, etc.

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.

Note that although only one information processing device 200 is shown in Figure 2, multiple information processing devices 200 may be used.

Next, the calculation system 100 will be described in detail. The calculation system 100 comprises a memory 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 memory area or by a processor executing a program stored in the memory area.

The memory unit 110 stores information processed by the calculation system 100. The memory unit 110 can store, for example, the first conscious load amount, first conscious bandwidth, second conscious load amount, and second conscious bandwidth, which will be described below.

The step acquisition unit 120 acquires each of the multiple steps included in the customer journey by associating them with their order in the customer journey.

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.

Each of the multiple steps included in a 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.

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.

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

The first conscious load calculation unit 130 calculates a first conscious load based on the behavioral conscious load required for each of multiple behavioral steps included in the 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.

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 below) 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 depending on 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.

The mental load can also be thought of as the subject's accessibility. In other words, the smaller the mental load, the easier it is for the subject to pass through the steps, indicating higher accessibility.

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.

The first conscious load may be the conscious load of a plurality of first subjects. In this case, the first conscious load may be the distribution of the first conscious load of each of the plurality of first subjects.

The first conscious load calculation unit 130 can calculate the first conscious load amount based on, for example, past similar cases, trial results, or simulator results.

Figure 3 is a diagram showing an example of the first conscious load stored in the memory unit 110. The first conscious load stored in the memory 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.

Here, the customer journey ID is information that identifies the customer journey processed by 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.

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.

Here, the awareness bandwidth (the awareness bandwidth indicated by the first awareness bandwidth, or the awareness bandwidth indicated by the second awareness bandwidth described below) indicates the level of awareness load that a subject (e.g., the first subject or the second subject described below) can pass through each of the multiple steps included in the customer journey. In other words, the subject 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.

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 the level at which a certain percentage of subjects feel uncomfortable that their time is being wasted, or the level at which a certain percentage of respondents drop out, such as 5 minutes or 2,000 characters in a questionnaire survey.

Consciousness bandwidth can be said to indicate the degree of conscious load that a subject can tolerate.

Awareness bandwidth may vary depending on the subject's loyalty. Specifically, for example, a subject who is favorable toward a service provider may be able to pass through steps with a heavier awareness load, and therefore the awareness bandwidth of such a favorable subject will be at a high level.

The awareness bandwidth may be set, for example, for each attribute of the target person. Here, the attributes 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.

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 it 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 it 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 thought of as "mental bandwidth engineering," which individually controls the mental bandwidth.

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

Specifically, when the first conscious load amount is the conscious load amount of the first subject of 1, the first conscious bandwidth calculation unit 140 can set this conscious load amount as the first conscious bandwidth.

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

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

Figure 4 is a diagram showing an example of the first conscious bandwidth stored in the memory unit 110. The first conscious bandwidth stored in the memory unit 110 includes, for example, a customer journey ID, a step ID, and first conscious bandwidth information. The first conscious bandwidth information further includes, for example, time width information.

Here, the first conscious bandwidth information is information indicating the first conscious bandwidth. The time width information is information indicating the width of time that a target person can pass through each of the multiple steps included in the customer journey.

The second conscious load calculation unit 150 calculates a second conscious load amount indicating the level 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.

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

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

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

Furthermore, the second conscious load amounts for 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 for 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 for 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.

The second conscious load calculation unit 150 may also set different conscious load amounts for multiple steps in which the amount of information in the message text presented to the subject (e.g., number of characters, data capacity) is the same. In other words, the second conscious load calculation unit 150 may calculate different second conscious load amounts depending on the context and 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 (number of options).

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

Figure 5 is a diagram showing an example of the second conscious load stored in the memory unit 110. The second conscious load stored in the memory 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.

The second conscious bandwidth calculation unit 160 calculates a second conscious bandwidth indicating the degree of conscious load that at least one second target person 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.

Here, the first conscious bandwidth is defined for each of the multiple steps included in the first customer journey. Therefore, the second conscious bandwidth calculation unit 160 compares the multiple steps included in the second customer journey with the multiple steps associated with the first conscious bandwidth, and calculates the second conscious bandwidth for each of the multiple steps included in the second customer journey based on the first conscious bandwidth.

Specifically, consider a case where the first customer journey includes steps A, B, C, and D, and the second customer journey includes steps A and D. In this case, steps A and D are common to the first and second customer journeys. The first conscious bandwidth indicates the conscious bandwidth of each of steps A, B, C, and D. Therefore, the second conscious bandwidth calculation unit 160 uses the first conscious bandwidth of each of steps A and D to calculate the second conscious bandwidth of each of steps A and D. Note that the method of calculating the second conscious bandwidth is not limited to this.

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 values from the second conscious bandwidths of steps D and A in a second customer journey that transitions from step D to step A. In other words, 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 account the order of each of the multiple steps. This allows the second conscious bandwidth calculation unit 160 to calculate a highly accurate second conscious bandwidth.

The second conscious bandwidth calculation unit 160 may also set different conscious bandwidths for multiple steps in which the amount of information in the message text presented to the subject (e.g., number of characters, data capacity) is the same. In other words, the second conscious bandwidth calculation unit 160 may calculate different second conscious bandwidths depending on the context and ease of information gathering, since the information load differs depending on whether a decision is made after reading the message text, and the difficulty or complexity of the decision-making (number of options).

Figure 6 is a diagram showing an example of second-conscious bandwidth stored in the memory unit 110. The second-conscious bandwidth stored in the memory 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.

The step identification unit 170 identifies at least one step among the multiple steps included in the second customer journey in which the second conscious load exceeds the second conscious bandwidth.

A step where the second conscious load exceeds the second conscious bandwidth indicates that there are certain subjects who cannot pass through that step. In other words, that 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 where the second conscious load exceeds the second conscious bandwidth. This allows the user of the calculation system 100 to identify the step that should be improved among the multiple steps included in the customer journey.

Furthermore, the step identification unit 170 can identify at least one step for each of the multiple subjects where the second conscious load exceeds the second conscious bandwidth. This allows the calculation system 100 to evaluate the customer journey while taking into account the accessibility of each of the multiple subjects.

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.

The display information is data for displaying each of the multiple steps included in the second customer journey, the second conscious load, and the second conscious bandwidth.

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

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

Specifically, the calculation system 100 acquires operation information related to an operation to rearrange at least one step in response to the operation. Next, the step acquisition unit 120 acquires each of the multiple steps included in the second customer journey after the rearrangement, correlating them 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 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 second conscious bandwidth in the second customer journey after the rearrangement.

The display information output unit 190 outputs the display information.

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 obtained by the calculation system 100 by referring to the display information.

Figure 7 shows an example of a display screen that is displayed according to the display information.

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 graphically. The customer journey displayed on the screen shown in FIG. 7 is called, for example, a "conscious load journey map."

As shown in Figure 7, a user viewing the display screen displayed in accordance with the display information can intuitively grasp, for example, the trends in the second conscious load and second conscious bandwidth, and the steps in which the second conscious load exceeds the second conscious bandwidth.

Furthermore, the area defined by the consciousness load graph included in region 701 (the shaded area in Figure 7) can be evaluated as the quantified degree of usability.

By referring to the consciousness load journey map and improving existing customer journeys, users can deepen their understanding of the service and its target audience. This improves the accuracy of predicting target audience (e.g., customers) conversion rates, making it easier to make improvements, thereby improving the return on investment of measures and, for example, improving survey response rates.

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

In addition, customer recommendation (NPS: Net Promoter Score (registered trademark)) will improve. Specifically, for example, by eliminating the waste of target users' time and attention resources, CX will improve and the number of complainers/critics will decrease.

Furthermore, since the calculation method used in the calculation system 100 is based on the idea of adding indicators related to consciousness resources, users can use evaluations through the calculation system 100 in conjunction with existing frameworks.

In addition, by systematically and consciously pacing awareness resources by policy designers, it is expected that advertising pollution and administrative procedures that waste target people's time will be eliminated.

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

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

Next, the step acquisition unit 120 acquires multiple 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 multiple steps included in the second customer journey for which the second conscious load amount exceeds the second conscious bandwidth.

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).

<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.

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 that one first customer journey, or all of the steps included in the second customer journey may be included in one first customer journey.

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 certain 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 first customer journey A or first customer journey B. This allows the calculation system 100 to calculate the second awareness load and second awareness bandwidth for a wider variety of second customer journeys.

The amount of mental load may be calculated based on at least one of the following: the amount or content provided to the user to pass through a step; the path to that content; the path to transition from that content to the next step; components of a behavior change technique (BCT) (BCT components); and whether the subject needs to make a decision. Here, content may be, for example, a specific web page, email, document, questionnaire, or the text, image, or video provided by these. Furthermore, BCT is, for example, a means or technique that acts on (influences) behavior change factors. 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 academic research or attitude surveys, behavioral science theory, subject persona settings, behavioral process maps, etc.

The first conscious load calculation unit 130 can calculate the first conscious load based on, for example, information about the content provided to the user to pass the 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 the subject's eye movements. Specifically, for example, the first conscious load calculation unit 130 may calculate a higher first conscious load the higher the proportion of kanji. This allows the calculation system 100 to calculate the first conscious load based on the amount or content of the content.

In this case, the first conscious load calculation unit 130 may calculate the first conscious load amount further based on the attributes of the subject (e.g., 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 amount 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 amount 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 amount by further taking the attributes of the subject into consideration.

The first conscious load calculation unit 130 can also calculate the first conscious load amount based on, for example, the number of substeps included in a step. That is, if the step is "contact via 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 amount, 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 amount with higher accuracy. Note that the number of substeps may differ for each subject. Furthermore, if 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, median, mode, range determined by the mean plus or minus standard deviation, or range from the first quartile to the third quartile) based on the number of substeps that differs for each subject.

The first conscious load calculation unit 130 can also calculate the first conscious load based on, for example, the relationship between the content of measures that can be implemented on the subject and the degree to which the implementation of those measures 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 places a higher conscious load on the subject than 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 greater accuracy, taking into account the properties of the steps.

The first conscious load calculation unit 130 can also calculate the first conscious load amount 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 to open a message, the time to click, the time to view, the time to scroll through 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, the number of times a web page is scrolled). This allows the calculation system 100 to calculate the first conscious load amount with greater accuracy, taking into account the properties of the step.

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

The first conscious load calculation unit 130 can calculate the first conscious load amount by, for example, combining the first conscious load amount calculation methods described in this specification. In this case, the first conscious load calculation unit 130 may calculate the first conscious load amount 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 amount with greater accuracy, taking into account the properties of the steps.

The first conscious load calculation unit 130 may, for example, calculate the first conscious load for a predetermined period of time based on an initial model for calculating the first conscious load, update the initial model based on learning data accumulated during that predetermined period, and then repeatedly calculate the first conscious load based on the updated model. In this way, the first conscious load calculation unit 130 can sequentially learn the subject's passing or leaving history and calculate the first conscious load with higher accuracy.

At this time, the first conscious load calculation unit 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 amount of the first subject based on the updated model. This allows the first conscious load calculation unit 130 to calculate the first conscious load amount of the first subject with higher accuracy based on a model that is suitable for calculating the first conscious load amount of the first subject.

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.

The awareness bandwidth may be calculated based on environmental factors of the subject's environment as they pass through the step, as well as the subject's preferences, attributes, cognitive abilities, and information processing abilities. Here, environmental factors may be, for example, the timing (time of year, season, time of day, day of the week, etc.) at which the subject passes through the step.

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

The first conscious bandwidth calculation unit 140 may also calculate the first conscious bandwidth based on the results of a questionnaire given to subjects who actually passed through the steps. More specifically, a questionnaire may be administered to subjects who 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 a predetermined answer to the questionnaire (e.g., "it was easy" or "it was difficult"). In this case, the first conscious bandwidth may be calculated based on a statistical value of the conscious load of subjects who gave a predetermined answer to the questionnaire (e.g., the mean, median, mode, range determined by the mean plus or minus standard deviation, or range from the first quartile to the third quartile).

The first conscious bandwidth calculation unit 140 can also calculate the first conscious bandwidth based on a learning model that is trained based on the subject's history of passing through or leaving steps. Here, the learning model is trained in advance based on the characteristics of the step and the conscious load when the subject passes through the step. The first conscious bandwidth calculation unit 140 then inputs the characteristics of the step to be calculated for the first conscious bandwidth into the learning model, and obtains the first conscious bandwidth of the step.

The first conscious bandwidth calculation unit 140 may also calculate the first conscious bandwidth based on, for example, the subject's biometric data. The subject's biometric data may be acquired, for example, from a wearable device worn by the subject. The subject's biometric data may be, for example, heart rate data, blood pressure data, or data related to pupil dilation and 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.

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 amount and the method for calculating the second conscious load amount may be the same or different.

Next, with reference to Figure 9, an example of the hardware configuration when the calculation system 100 is realized by a computer 900 will be described. Figure 9 is a diagram showing an example of the hardware configuration of the computer 900.

As shown in FIG. 9, the 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.

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 computer or communications platform.

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

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

The storage device 903 is a non-volatile storage medium such as a hard disk drive (HDD) or flash memory. The storage device 903 stores the operating system and various programs for implementing the above configurations.

The input I/F unit 904 is a device for receiving input from the user. The input I/F unit 904 may be, 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).

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 on 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.

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

The display device 907 is a device for displaying various types of information. The display device 907 may be, for example, a liquid crystal display, an organic electroluminescence (EL) display, or a display for a wearable device. The display device 907 may be provided external to the computer 900. If the display device 907 is provided external to the computer 900, the display device 907 is connected to the computer 900 via, for example, a display cable. Furthermore, if a touch panel is used 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.

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 consideration when evaluating a customer journey.

Furthermore, the calculation system 100 can output 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. This allows the user of the calculation system 100 to intuitively understand the calculation results of the calculation system 100.

Furthermore, the calculation system 100 can output display information in which the display of the second conscious load and second conscious bandwidth is switched in response to an operation to swap at least one step of the multiple 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 results after swapping steps.

Furthermore, the calculation system 100 can identify at least one step among the multiple steps included in the second customer journey in which the second conscious load exceeds the second conscious bandwidth. This allows the calculation system 100 to identify a step in the second customer journey that should be improved.

Note that the present embodiment is intended to facilitate understanding of the present invention and is not intended to limit the scope of the present invention. The present invention may be modified or improved without departing from its spirit, and equivalents thereof are also included within the scope of the present invention.

100 Calculation system, 110 Memory 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 (10)

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: The calculation system of claim 1 further comprises a display information output unit that outputs 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 their order in the second customer journey. The calculation system described in 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 to switch at least one step of the multiple steps included in the second customer journey on a display screen displayed in response to the display information. The calculation system described in any one of claims 1 to 3 further comprises a step identification unit that identifies at least one step, of the multiple steps included in the second customer journey, in which the second conscious load exceeds the second conscious bandwidth. The calculation system of any one of claims 1 to 3 further comprises a first conscious load calculation unit that calculates, as the first conscious load, at least one of the amount of characters or character size referenced by the first subjects to go through each of the multiple steps included in the first customer journey, or the time required to go through each of the multiple steps included in the first customer journey. 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. 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. The calculation system described in any one of claims 1 to 3, wherein the at least one first subject and the at least one second subject have the same or similar attributes. 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. 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.