{"id":54245,"date":"2019-12-21T00:00:00","date_gmt":"2019-12-20T21:00:00","guid":{"rendered":"https:\/\/prohoster.info\/blog\/blog_prohoster\/5-chuvakov-v-vashej-kompanii-bez-kotoryh-crm-ne-vzletit"},"modified":"2020-02-18T14:02:14","modified_gmt":"2020-02-18T11:02:14","slug":"5-chuvakov-v-vashej-kompanii-bez-kotoryh-crm-ne-vzletit","status":"publish","type":"post","link":"https:\/\/prohoster.info\/et\/blog\/administrirovanie\/5-chuvakov-v-vashej-kompanii-bez-kotoryh-crm-ne-vzletit","title":{"rendered":"5 inimest teie ettev\u00f5ttes, ilma kelleta CRM ei toimi","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"<p>Me ei armasta v\u00e4ga CRM-i artiklite t\u00f5lkimist, kuna nende \u00e4ri mentaliteet ja meie \u00e4ri mentaliteet on t\u00e4iesti erinevad. Neil on keskpunkt inimesel ja inimese rollil ettev\u00f5tte kasvus, aga meil Venemaal on kahjuks keskpunkt raha teenimisel ja madalamate kulude hoidmisel (valikuliselt \u2014 kiiremini vabanemisel). Seet\u00f5ttu erinevad nii arvamused \u00e4rirakendustest kui ka need ainulaadsed rakendused oluliselt. Kuid seekord sattus meile suurep\u00e4rane artikkel, mis teatud venitamisega on t\u00e4iesti rakendatav Venemaa reaalsuses. Esiteks tahtsime t\u00f5lkida Gobo stiilis, kuid m\u00f5istsime, et Habras kehtib ka keelamise reegel, mis on ikka kahtlane, seega t\u00f5lkisime koos oma kommentaaridega. Mehed, see on t\u00f5eline teema. Otsige selliseid inimesi oma meeskonnast ja rakendage CRM-i \u2014 igav ei saa olema.<\/p>\n<p><noindex><a rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/regionsoft\/blog\/481216\/\"><img decoding=\"async\" alt=\"5 inimest teie ettev\u00f5ttes, ilma kelleta CRM ei toimi\" src=\"\/wp-content\/uploads\/2019\/12\/f7b15db64aba49e76027cffcc1e2243e.png\" style=\"display:block;margin: 0 auto;\" \/><\/a><\/noindex><\/p>\n<p><i>Viies t\u00f5estab samal ajal \u00fclemusele, et CRM-i peate kiiresti rakendama, kuna:<\/p>\n<p>\u2014 detsembris on k\u00f5ikidel reaalsed allahindlused<br \/>\n\u2014 detsembris saab eelarve sulgeda ja kasutada j\u00e4\u00e4krahade<br \/>\n\u2014 jaanuaris ja veebruaris t\u00f6\u00f6tame l\u00f5dvalt, saab CRM-s\u00fcsteemi \u00f5ppida<br \/>\n\u2014 soe jooksul oleme automatiseeritud tipptasemel<br \/>\n\u2014 meie ettev\u00f5ttesisene hind on k\u00f5rgem kui CRM litsentsid, boss, kas sul pole s\u00fcdametunnistust!<\/i><br \/>\n<noindex><a rel=\"nofollow\" name=\"habracut\"><\/a><\/noindex><br \/>\n(Kursiivis sulgudes on meie CRM ekspertide kommentaar).<\/p>\n<p>Kliendihalduse s\u00fcsteemide (<noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/\">CRM<\/a><\/noindex>) rakendamise projektid ettev\u00f5ttes algavad alati suurte ootustega. Inimesed loodavad, et CRM-s\u00fcsteem imeliselt suurendab tootlikkust, suurendab m\u00fc\u00fcki, lihtsustab operatsioone ja s\u00e4\u00e4stab raha.<\/p>\n<p>Kuid isegi arvestades, et CRM-t\u00f6\u00f6stus t\u00f5eliselt kasvab, oodatakse, et selle v\u00e4\u00e4rtus t\u00f5useb 36,4 miljardi dollarini aastaks 2017 (Gartneri andmetel), on enam kui k\u00fcmne aasta kogemused n\u00e4idanud, <noindex><a rel=\"nofollow\" href=\"http:\/\/www.c5insight.com\/\">uurimise<\/a><\/noindex> et 30% kuni 65% CRM-i projekte eba\u00f5nnestuvad. <noindex><a rel=\"nofollow\" href=\"http:\/\/www.csoinsights.com\/\">CSO Insights<\/a><\/noindex> v\u00e4idab, et v\u00e4hem kui 40% CRM-i projektidest j\u00f5uab rakendamiseni, mis saavutab l\u00f5ppkasutaja ja hakatakse kasutama.<\/p>\n<p>Ja peamised p\u00f5hjused, miks CRM-i rakendamine nii madalal tasemel on, ei ole seotud tehnoloogiatega. Peamised probleemid CRM-i edukuse saavutamise teel on suuresti seotud organisatsioonikultuuri, strateegia ja \u00e4ri eesm\u00e4rkide puudumisega ning k\u00f5ige t\u00e4htsam \u2014 kaasatud inimestega, kellele langeb 42% k\u00f5igist probleemidest.<\/p>\n<p><img decoding=\"async\" alt=\"5 inimest teie ettev\u00f5ttes, ilma kelleta CRM ei toimi\" src=\"\/wp-content\/uploads\/2019\/12\/11d39f835745eddb0bac2fe064db93a3.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<i>Milliste peamiste rakendamisprobleemidega olete oma projektis silmitsi seisnud?<\/i><\/p>\n<p>Vaadakem, kuidas ja miks m\u00e4ngivad inimesed nii olulist rolli CRM-s\u00fcsteemide rakendamisel.<\/p>\n<h2>K k\u00f5ik on seotud inimestega<\/h2>\n<p>\n\u00dcks p\u00f5hivigu, mida CRM-i rakendamisel tehakse, on see, et CRM-i n\u00e4hakse ainult tehnoloogiana.<\/p>\n<p>Tegelikult ei ole CRM-i rakendamine peamiselt tehnoloogia (kliendi poole pealt ei tundu rakendamine nii keeruline), vaid inimesed, kes seda kasutavad!\u00a0<\/p>\n<p>Tavaliselt usuvad ettev\u00f5tte omanikud, kes investeerivad CRM-s\u00fcsteemi, et just see tarkvara parandab nende \u00e4ri. Ja mitte midagi muud. Sada tuhat eurot CRM-lahenduse eest on kasutu, kui te ei hooli inimestest, kes seda kasutama peavad. Miks neid hoolida? Just inimesed parandavad teie suhetest klientidega, mitte valitud tarkvara!<\/p>\n<p>Insight Managing Consulting andmetel s\u00f5ltub 64% CRM-i juurutamise edust organisatsiooni t\u00f6\u00f6tajate toetusest. (RegionSoft CRM meeskond, kes arendab CRM-i v\u00e4ikestele ja keskmise suurusega ettev\u00f5tetele, arvab, et v\u00e4ikestes ettev\u00f5tetes, kus on lihtne hierarhia, l\u00e4heneb see protsent kindlalt sajale).\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"5 inimest teie ettev\u00f5ttes, ilma kelleta CRM ei toimi\" src=\"\/wp-content\/uploads\/2019\/12\/3aa1d7b4a5e3b6bfb397f501b084ec14.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<i>CRM-s\u00fcsteemi juurutamise edufaktorid:<\/p>\n<ul>\n<li>siseinimressursid \u2013 64%\n<\/li>\n<li>v\u00e4line eksperttoetus \u2013 56%\n<\/li>\n<li>tehnilise lahenduse kvaliteet \u2013 45%\n<\/li>\n<li>juhtimise v\u00f5imekuse muutmine \u2013 36%\n<\/li>\n<li>kohandamine \u2013 36%\n<\/li>\n<li>rahalised ressursid \u2013 18%\n<\/li>\n<\/ul>\n<p><\/i><\/p>\n<h2>Mis on siis unistuste meeskond CRM-s\u00fcsteemi juurutamiseks ja kohandamiseks?<\/h2>\n<p>\nKuna CRM-i rakendamine on kogu teekond, mitte \u00fchekordne tarkvaraprojekt, vajate meeskonda, kes t\u00f6\u00f6taks teiega v\u00e4lja v\u00f5imalikult t\u00f5husalt ja j\u00e4\u00e4ks p\u00fcsima. Olge valmis, et mitte k\u00f5ik teie meeskonna liikmed ei n\u00e4e kohe CRM-i eeliseid ega v\u00f5ta seda avas\u00fcli vastu. Siiski, et CRM t\u00f6\u00f6le hakkaks, on vajalikud t\u00e4iesti erinevad isiksused. Vaatame t\u00fc\u00fcpilist meeskonda, mida v\u00f5ib leida paljudes ettev\u00f5tetes, kes seisavad silmitsi CRM-i rakendamisega, ja n\u00e4eme, kuidas unistuste meeskond saab aidata teil saavutada CRM-i edu.<\/p>\n<p>Kas v\u00f5ib-olla olete teie, kallis lugeja, \u00fcks neist?<\/p>\n<h3>1. Looduse fanaatik, ka peamine toetaja<\/h3>\n<p>\nMuidugi on see \u00e4\u00e4rmiselt oluline inimene CRM-i rakendamiseks. Ta mitte ainult ei tea, miks CRM-i rakendamine on suurep\u00e4rane idee, vaid on ka relvastatud <noindex><a rel=\"nofollow\" href=\"http:\/\/www.superoffice.com\/blog\/crm-software-statistics\/\">CRM-i statistika<\/a><\/noindex>, peamiste j\u00e4relduste, diagrammide ja numbritega, mis n\u00e4itavad CRM-i eeliseid. Ta usub CRM-i edusse, hoolimata k\u00f5ikidest takistustest. Just selline inimene, keda iseloomustab lause \"n\u00e4en eesm\u00e4rki - ei n\u00e4e takistusi.\"\u00a0<\/p>\n<p>Tavaliselt on selline inimene projekti juht, kes armastab katsetada uusi t\u00f6\u00f6meetodeid ja on suunatud suurep\u00e4raste tulemuste saavutamisele. Tal on s\u00fcsteemist palju ettekujutust ja ta on valmis aitama iga\u00fchel nautida igap\u00e4evast CRM-i kasutamist. Ta tuletab k\u00f5igile meelde, et head ajad on tulekul.<\/p>\n<h3>2. Skeptik<\/h3>\n<p>\nLas ma arvan, mida te praegu m\u00f5tleme: \u201eKuidas saab skeptik olla kasulik CRM-i rakendamisel?\u201d \u00dcllataval kombel on just see inimene \u00fclioluline CRM-i edukaks kohandamiseks ja rakendamiseks.<\/p>\n<p>Skeptik leidub t\u00f5en\u00e4oliselt tulemustele suunatud m\u00fc\u00fcgijuhtide seas. Loomulikult on ta talumatult vaimustamata k\u00f5igest, mis n\u00f5uab tulemuste saavutamiseks aega. Mida tema soovib, on rekordilised m\u00fc\u00fcgid siin ja praegu. Kui tema jaoks tajutavad eelised ei materialiseeru \"\u00f5hus\", ei usalda see inimene kunagi mingeid uuendusi (<i>k\u00fcll aga Excelit!<\/i>).<\/p>\n<p>Tegelikult on skeptitsism oodatud ja kasulik osa CRM-i rakendamise protsessist, v\u00e4idavad uuringud, kuna 71% inimestest, eriti m\u00fc\u00fcjatest, n\u00f5uavad t\u00f5endeid efektiivsuse kohta enne, kui nad aktsepteerivad CRM-i ja hakkavad seda aktiivselt kasutama. (<i>Tuletan meelde, et see on artikli t\u00f5lge inimeselt teise mentaliteediga \u2014 Venemaal boikoteeritakse tavaliselt CRM-i ja protestitakse selle vastu mitte sellep\u00e4rast, et kardetakse l\u00f5petada kullakaevandamise protsessi, vaid seet\u00f5ttu, et soovitakse endiselt varjata \u00abprivaatsed\u00bb kliente, isiklikke asju, kokkuleppeid ja tagasimakseid. Ja k\u00f5ige sagedamini liigub neid soov peita oma mitte just intensiivne t\u00f6\u00f6.<\/i>).\u00a0<\/p>\n<p><img decoding=\"async\" alt=\"5 inimest teie ettev\u00f5ttes, ilma kelleta CRM ei toimi\" src=\"\/wp-content\/uploads\/2019\/12\/c95878dccc98a677433a8f7769c4ef4f.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<i>Esiteks peab iga CRM-i juurutamine silmitsi seisma vastupanuga, mis avaldub kahes vormis: skeptitsism ja ebamugavustunne.<\/i><\/p>\n<p>Aga teil on vaja seda tegelast, kuna ta on teie tugevaim motivatsioon CRM-i juurutamise loos!<\/p>\n<p>Just skepitik will force you to devise a plan and stick to it. He will monotonously and pedantically remind you of things you might have overlooked. He will show you that the CRM solution you are trying to implement is too complex or excessive for your business. In fact, the skeptic will point out how the CRM system should be tailored to your company\u2019s business needs and objectives.<i>In Russia, the role of the skeptic most often falls to the company's manager; you won't find that motivation among salespeople \u2014 traditionally, they lack internal corporate moral incentive.<\/i>).<\/p>\n<h3>3. Charismatic Leader<\/h3>\n<p>\nImplementing a CRM follows a top-down approach: directives come from above. Without the involvement of top management, all CRM-related initiatives are doomed to fail. If leaders do not model daily use of the CRM, do not utilize reports and features, it is likely that other employees will soon abandon the CRM.<\/p>\n<p>According to Peerstone Research, a lack of support from top executives is a significant reason why CRM fails to take off and function effectively.<\/p>\n<p><img decoding=\"async\" alt=\"5 inimest teie ettev\u00f5ttes, ilma kelleta CRM ei toimi\" src=\"\/wp-content\/uploads\/2019\/12\/30235b37fbae9dd665d8740ed282da64.png\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<br \/>\n<i>Miks CRM-projektid eba\u00f5nnestuvad?<\/p>\n<ul>\n<li>peamised ei t\u00f5mba \u2014 27%\n<\/li>\n<li>teenusepakkujad lubavad, kuid ei tee \u2014 21%\n<\/li>\n<li>hind l\u00e4heb \u00fcle m\u00f5istuse \u2014 20%\n<\/li>\n<li>tarkvara on kehv \u2014 19%\n<\/li>\n<li>integraator ei saanud \u00e4rist aru \u2014 16%\n<\/li>\n<li>tarkvara on n\u00f5rk, funktsioone puudub \u2014 16%\n<\/li>\n<\/ul>\n<p>\n<\/i><br \/>\nKarismaatiline juht (v\u00f5imalik, et tegevjuht v\u00f5i \u00fcldine direktor) on see, kes n\u00e4itab oma isiklikku p\u00fchendumust uuele projektile, integreerides CRM-i oma igap\u00e4evasesse suhtlemisse t\u00f6\u00f6tajatega.<\/p>\n<p>Andmete jagamine, aruannete koostamine ja \u00fclesannete t\u00e4itmine, kui need on tehtud CRM-i abil, v\u00f5ivad olla ideaalsed n\u00e4ited uue s\u00fcsteemi kasutamisest, millega teised t\u00f6\u00f6tajad lihtsalt peavad liituma. Teisis\u00f5nu, kui jutt k\u00e4ib CRM-i rakendamisest, r\u00e4\u00e4givad teod valjemini kui s\u00f5nad.\u00a0<\/p>\n<h3>4. IT-t\u00fc\u00fcp<\/h3>\n<p>\nIlmselt on teil teda vaja, et aidata teil m\u00f5ista tarkvara tehnilist poolt ja lahendada v\u00f5imalikke paigaldus- ja rakendamisprobleeme. (<i>Muide, juhul kui <noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/\">RegionSoft CRM<\/a><\/noindex> IT-t\u00fc\u00fcbid, kes teid aitavad, oleme meie ise \u2014 p\u00f6\u00f6rduge meie poole, meil on insenere erinevates valdkondades.<\/i>). Lisaks aitab kvalifitseeritud IT-spetsialisti olemasolu v\u00e4ltida algset pettumust, kuna ta aitab ettev\u00f5ttel hoida CRM-s\u00fcsteemi korralikult t\u00f6\u00f6s.<\/p>\n<p>See inimene on eriti oluline, kui teil on On-Premise CRM-lahendus, mis vajab kedagi serveri j\u00e4lgimiseks ja andmete migreerimiseks. R\u00e4\u00e4kimata vigadest, s\u00fcsteemi seadistamisest, andmete kaitsmisest ja muudest tehnilise toe probleemidest, mis v\u00f5ivad mitte-IT inimest hirmutada.<\/p>\n<h3>5. Empriline testija<\/h3>\n<p>\nAlgajana m\u00fc\u00fcgis v\u00f5i administraatorina m\u00e4ngib empiiriline testija CRM-s\u00fcsteemiga, testides t\u00f6\u00f6vooge, seadistusi, kategooriaid, v\u00e4ljundeid ja muid funktsioone ning nippe. Ta leiab v\u00e4ikeseid, kuid kasulikke n\u00e4pun\u00e4iteid, katsetab k\u00f5iki nuppe ja lingid ning tal on kindlasti saja k\u00fcsimuse ring. Siiski on see t\u00f5eline sukeldumine CRM-s\u00fcsteemi!<\/p>\n<p>Testija ei peatu, kuni ta ei n\u00e4e, et CRM t\u00f5eliselt t\u00f6\u00f6tab. Ja niipea, kui ta selle m\u00f5istab, muutub ta kohe kirglikuks kaitsja CRM-ist. Seet\u00f5ttu on testijad sama olulised kui entusiastid ja juhtfiguurid, kuna nad aitavad s\u00fcsteemi juurutada, avades samm-sammult selle ainulaadset funktsionaalsust. (<i>Kas v\u00e4ljaspool IT-sektorit on selliseid \u00fcldse olemas?!<\/i>)<\/p>\n<h3>Igas karjas on must lammas<\/h3>\n<p>\nKuid pilt ei oleks t\u00e4ielik ilma veel \u00fche tegelaseta, kes peidab end CRM-i juurutamise meeskonnas.\u00a0<\/p>\n<p>See <i>vihkaja<\/i>, hater, toksiline isik.\u00a0<\/p>\n<p>Rohkem kuri kui skeptik, see inimene mitte ainult ei kahtle CRM-i s\u00fcsteemis, vaid tal on ka tung n\u00e4idata, et kogu idee oli algselt vale. Vihkaja on t\u00f5en\u00e4oliselt k\u00f5ige kogenum t\u00fc\u00fcp, kes juba k\u00f5ike teab, on igal pool ringi reisinud. Ta on oma meetoditega rahul, mis on lubanud tal edu saavutada ja palju tehinguid teha. Ta ei taha muutusi ja ootab, kuni midagi l\u00e4heb valesti. Hater lihtsalt armastab hetke, kui midagi l\u00e4heb valesti, et saaks v\u00f5idukalt \u00f6elda: \u201eMa ju \u00fctlesin sulle!\u201d<\/p>\n<p>Nagu n\u00e4ete, oleme selle t\u00fc\u00fcp l\u00f5ppenud meie suurep\u00e4rasest CRM-i rakendustiimist. Ja p\u00f5hjuseks on see, et temata on kergem l\u00e4bi saada. (<i>Ta on lihtsalt destruktiivne<\/i>).<\/p>\n<h2>Koolituse t\u00e4htsus<\/h2>\n<p>\nK\u00f5ik need tegelased esindavad tavaliselt ettev\u00f5tte erinevaid osakondi, t\u00e4idavad erinevaid \u00fclesandeid ja neil on oma eesm\u00e4rgid ja \u00fclesanded. Seet\u00f5ttu on oluline, et m\u00fc\u00fcgi-, turundus-, haldus-, IT- ja juhtimisteemad saaksid kokku leppida, et neil on samad selgelt m\u00e4\u00e4ratletud eesm\u00e4rgid, mida nad soovivad saavutada p\u00e4rast otsustamist, et CRM oleks nende tulutoov t\u00f6\u00f6riist.<\/p>\n<p>L\u00f5puks on just pidev ja s\u00fcsteemne koolitus v\u00f5tmet\u00e4htsusega sujuva rakendamise ja CRM-i edusammude saavutamiseks. \u00c4rge arvake, et m\u00f5ned rakendajatega toimunud vestlussessioonid on piisavad. L\u00f5ppude l\u00f5puks ei installi te ju Windowsi uuendust!<\/p>\n<p>N\u00f5ustuge, et CRM alguses v\u00f5ib olla keeruline, v\u00e4ga keeruline. T\u00f6\u00f6tajate pidev koolitamine selle kohta, kuidas nad saavad CRM-i oma igap\u00e4evases t\u00f6\u00f6s kasutada, on suurep\u00e4rane idee, parim v\u00f5imalik. Esiteks suunake oma j\u00f5ud p\u00f5hifunktsioonidele.<\/p>\n<h2>Kokkuv\u00f5te<\/h2>\n<p>\nCRM-i rakendamise korral ei tohiks ettev\u00f5tted keskenduda ainult projekti tehnilisele k\u00fcljele, kuna see viib kas eba\u00f5nnestumiseni v\u00f5i juhuslikku eduni. V\u00f5itmiseks on vaja teie t\u00f6\u00f6tajate tuliseid s\u00fcdameid ja arukaid meeli.<\/p>\n<p>Kuna CRM-i rakendamine ja kasutajate kohandamine on meeskonnat\u00f6\u00f6, vajate \u00fchiseid eesm\u00e4rke ja rakendamisstrateegiat, toetust juhtkonnalt, stiimulis\u00fcsteemi loomist, investeeringutasuvuse demonstreerimist ja mis k\u00f5ige t\u00e4htsam, pidevat koolitust.<\/p>\n<p>Selles ei ole mingit kahtlust \u2014 CRM-i rakendamine v\u00f5ib sageli olla kulukas ja aegan\u00f5udev protsess, kuid korraliku juhtimise korral v\u00f5ib see muuta k\u00f5ike: alates igap\u00e4evastest toimingutest, viise, kuidas oma klientidega suhelda v\u00f5i muuta potentsiaalsed kliendid tegelikeks, kuni teie tuludeni ja isegi teie ettev\u00f5tte profiilini.<\/p>\n<p><i>Kuidas, kas olete enda juures sellised kokku lugenud? Kuidas nad omavahel l\u00e4bi saavad?<\/i><\/p>\n<p><noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/loader.php?src=discount\/discount_ny\"><img decoding=\"async\" alt=\"5 inimest teie ettev\u00f5ttes, ilma kelleta CRM ei toimi\" src=\"\/wp-content\/uploads\/2019\/12\/c407bfbf1eebc8bc665f0c0fd4469500.png\" style=\"display:block;margin: 0 auto;\" \/><\/a><\/noindex><br \/>\n<br \/>Allikas: <a content=\"nofollow\" rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/regionsoft\/blog\/481216\/\">habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>\u0412\u043e\u043e\u0431\u0449\u0435 \u043c\u044b \u043d\u0435 \u043e\u0447\u0435\u043d\u044c-\u0442\u043e \u043b\u044e\u0431\u0438\u043c \u043f\u0435\u0440\u0435\u0432\u043e\u0434\u044b \u0441\u0442\u0430\u0442\u0435\u0439 \u043f\u0440\u043e CRM, \u043f\u043e\u0442\u043e\u043c\u0443 \u0447\u0442\u043e \u0438\u0445 \u0431\u0438\u0437\u043d\u0435\u0441 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