Ib tug ntawm kuv cov npoj yaig tiag tiag xav kom muaj iPhone 4S. Ces nws tsuas yog qhov siab ntawm show-off. Tom qab tau txais cov nyiaj tau los, nws tau tso nws lub sijhawm so thiab yuav nws - dawb, qab ntxiag hnyav, kev khib ntawm tag nrho cov kev pabcuam lag luam. Tom qab ib pliag, nws pib yws tias nws tsis nkag siab tias txhua tus neeg pom dab tsi hauv cov iPhones no, tus hu xov tooj thiab tus hu xov tooj, tab sis nws ntshai poob nws, thiab cov duab tsis phem. Thaum tham txog kev siv, kev ua haujlwm, kev yees duab streaming, hloov tshiab thiab lwm yam, nws tau hais tias nws tau muab kev nkag mus rau Is Taws Nem vim tias nws kim heev thiab feem ntau pampering. Yog li, nws tau tig lub xov tooj ntawm tes saum toj kawg nkaus rau nws lub sijhawm rau hauv lub suab nrov cib. "Yuav ruam npaum li cas!" Peb luag; qee cov neeg nyeem tej zaum xav tib yam.
Kuv tsis tau xav li ntawd ntev-ntev txij li thaum kuv tau ua haujlwm nrog kev ua haujlwm software. Kev haus luam yeeb Kazbek thiab txuag ntawm kev sib tw yog qhov ua tau zoo ntawm cov lag luam me thiab nruab nrab hauv txhua yam ntsig txog IT. Qhov tshwm sim: kev ua tsis tau zoo, kev ua tsis tiav, nyiaj poob qis, kev ntxub ntxaug ntawm txhua qhov software ib zaug thiab thuam rau cov haujlwm ua tiav.
Feem ntau, sau txoj hauv kev ua tsis tiav ntawm kev siv CRM, lossis ib qho software - tom qab tag nrho, tus neeg ntse kawm los ntawm kev ua yuam kev ntawm lwm tus.
Muaj cov txheeb cais tias los ntawm 20% mus rau 60% ntawm CRM tej yaam num ua tsis tau lossis tsis ua raws li qhov kev cia siab. Yuav kom ncaj ncees, coj txawv txawv cov txheeb cais: thawj zaug, xws li ib tug diav rawg ntawm qhov tseem ceeb, thib ob, uas CRM thiab nyob rau hauv dab tsi cheeb tsam, peb, tus neeg muag khoom los yog tus khub? Yeej, rau peb pab neeg txhim kho Nws yog qhov tseeb tias peb feem ntau yuav tham txog thiab qhov twg cov lej no tuaj ntawm. Cov txheeb cais tej zaum suav nrog ib feem ntawm kev siv (thaum lub software siv nyob rau hauv ib feem me me ntawm kev ua haujlwm thiab tsis txaus siab rau lub tuam txhab), kev ua tsis tiav (lub tuam txhab tsis nyiam txhua yam, tab sis txuas ntxiv siv qhov system uas nws them. ), thiab lwm yam. Qhov tseeb, tej zaum yuav muaj ntau qhov laj thawj rau kev ua tsis tiav, thiab txhua lub lag luam yuav tsim lawv raws li qhov tshwj xeeb, tab sis qhov tseeb nws muaj peev xwm txheeb xyuas cov npe loj tab sis qhov kawg ntawm cov laj thawj rau kev ua tsis tiav thiab tsis txaus siab ntawm CRM systems. Peb pab neeg tau sau qhov zoo tshaj plaws, thiab npaj tau los qhia koj txog lawv. Tsis txhob muab koj tus kheej cones - kawm lwm tus neeg!
Qhov no yog cov tuam txhab zoo li uas tau yuav CRM thiab siv nws kom tsawg lossis tsis tag nrho
Yog tias koj tsis paub meej, tsis txhob siv nws
Ntawm lwm tus, tej zaum tus thawj coj yog qhov tsis muaj kev tsom mus rau lub tuam txhab lub hom phiaj. Feem ntau cov tuam txhab tab tom nrhiav rau CRM system tsis yog rau lub hom phiaj ntawm kev nce kev muag khoom, txhim kho cov txheej txheem kev lag luam, lossis nce qhov kev pabcuam zoo, tab sis tsuas yog rau lub hom phiaj ntawm "kom nws yuav ua tau." Qhov no yog qhov pib ua tsis tiav: tsis muaj kev nkag siab txog koj yuav siv cov cuab yeej li cas, uas txhais tau tias nws yuav tsis lees paub.
Kuv yuav ua li cas? Txiav txim siab lub tuam txhab cov hom phiaj thiab cov hom phiaj ntawm kev siv CRM system. Nws yog ntshaw tias lawv correlate, nyob rau hauv lwm yam lus, muaj ib tug ntau yam. Cov txheej txheem yog yooj yim heev: nqa ib daim ntawv, sau lub tuam txhab lub hom phiaj (zoo dua los ntawm lub tuam tsev lossis cov neeg ua haujlwm), siv ib qho thib ob thiab sau cov hom phiaj rau kev siv CRM. Txij lub sijhawm no, koj pib tsim cov cai rau CRM system, uas koj tuaj yeem pib ua haujlwm nrog cov neeg muag khoom. Nws yog ib qho tseem ceeb tshwj xeeb los txiav txim siab koj lub hom phiaj yog tias koj lub tuam txhab koom nrog cov haujlwm tshwj xeeb: kev tshaj tawm, tshaj tawm, kev pabcuam kho mob, kev thauj mus los, thiab lwm yam.
Ib qho piv txwv ntawm lub neej. Lub tuam txhab tau koom nrog ntau hom kev ua ub no thiab thaum kawg pib xaiv CRM. Txij li thaum lub tuam txhab nyob rau hauv Moscow, tsis xav ob zaug, lawv yuav ib tug CRM raws li kev xav "nws yog ib tug tsev neeg lo lus." Cov neeg muag khoom cov neeg koom tes tau ua qhov kev nthuav qhia zoo kawg thiab muag muag (kawm tiav daim ntawv cog lus xauj tsev raws li tus qauv SaaS) 27 lub rooj. Nws sai sai tau pom tseeb tias CRM tsis haum rau hom kev ua ub no; ntxiv rau, nws yog "dej" ntawm tus neeg siv email, thiab rau lub tuam txhab qhov no tseem ceeb heev. Tom qab rau lub hlis ntawm kev tsim txom thiab cov nqi loj rau kev hloov kho, daim ntawv cog lus rau CRM system raug txiav. Qhov laj thawj yog qhov yooj yim: lub tuam txhab tsis tau teeb tsa lub hom phiaj, thiab tus neeg muag khoom tus khub tsis txawm xav nug txog lawv - yog vim li cas, thaum twg koj tuaj yeem kaw qhov deal?
Qee tus xav tau CRM rau kev ua yeeb yam
Ntau tshaj 12 xyoo ntawm kev siv Peb pom tau hais tias nws tsis tshua muaj tshwm sim uas tag nrho pab neeg tau npaj los lees txais CRM system thiab pab txhawb rau kev pib ua haujlwm sai tshaj plaws. Qhov no yog ib zaj dab neeg ntawm kev npau suav. Ntau zaus, qhov kev siv ntawm CRM system yog tsim los ntawm saum toj no: ib qho kev qhia tawm, kev teeb tsa yog nqa tawm, kev cob qhia yog nqa tawm (qhov zoo tshaj plaws!), thiab kev ua haujlwm pib. Tag nrho. Tsis muaj leej twg raug nug, tsis muaj leej twg qhov kev thov raug coj mus rau hauv tus account, cov neeg siv khoom thaum ntxov tsis tau ua haujlwm nrog, thiab tom qab ntawd feem ntau tsis quav ntsej.
Nyob rau hauv cov xwm txheej zoo li no, kev ua tiav tuaj yeem ua tiav ua tsaug rau cov kev paub ntawm kev tswj hwm saum toj kawg nkaus thiab kev siv zog ntawm tus neeg muag khoom, tab sis kev siv lub kaw lus thiab kev pib ua haujlwm tau raug ncua mus ib txhis, vim hais tias cov lus nug, kev tawm tsam ntsiag to thiab txawm tias muaj kev tawm tsam tsis ncaj ncees pib. . Cov neeg ua haujlwm tsis muaj kev puas siab puas ntsws npaj los lees txais kev tsim kho tshiab; lawv ntshai ntawm kev tswj hwm thiab nruj cov screws hauv tuam txhab. Vim li cas? Vim tias CRM system tau siv los ua yeeb yam, thiab tsis yog rau kev ua haujlwm - piv txwv li, yog li CIO lossis CTO tau txais nyiaj tshwj xeeb txhua xyoo rau automation. Qhov no yog lub koom haum lobby.
Kuv yuav ua li cas? Tau kawg, hauv kev muaj tiag ntawm tuam txhab, cov lus qhia los ntawm saum toj no tsis muaj dab tsi tshiab, thiab qee zaum nws tseem tsis tau pom zoo kom zam dhau qhov kev txiav txim siab. Tab sis nyob rau hauv cov ntaub ntawv ntawm kev siv software uas txhua leej txhua tus yuav siv, qhov teeb meem yog txawv: yog hais tias cov neeg ua hauj lwm tsis txhawb qhov project, lawv yuav, yog hais tias tsis ua hauj lwm, ces yuav guaranteed ua rau nws nyuaj. Yog li ntawd, kev siv yuav tsum yog ib qho kev txiav txim siab sib sau ua ke: nrog kev ncaj ncees, kev sib tham, kev sau cov kev xav tau thiab kev cob qhia qib siab zoo. Qhov no tsis suav nrog cov teeb meem ntawm kev txais yuav ib txoj haujlwm tshiab, tab sis txhua lub tuam tsev yuav muaj kev nkag siab txog leej twg yuav siv nws thiab yuav ua li cas .
Ib qho piv txwv ntawm lub neej. CIO ntawm lub tuam txhab me me tab sis muaj nyiaj txiag txiav txim siab tias yuav tsum muaj CRM system. Ua ntej nws tau mus rau SAP, tom qab ntawd nws tsis ua haujlwm thiab nws pom tus nqi kim heev thiab lub sijhawm ntawd me ntsis-paub CRM uas tsis muaj chaw ua haujlwm sawv cev hauv tebchaws Russia. Cov txiv neej tuaj ntawm Canada, muab cov khoom plig saum toj kawg nkaus (gadgets tsis tau hnov ββββtxog xyoo 2010), thiab siv CRM nrog ... qhov kev sib txuas lus Askiv hauv ib xyoos. Txhua yam yuav zoo, tab sis lub hnub nyoog nruab nrab ntawm cov neeg siv yog 38 xyoo, thiab cov poj niam muag khoom tsis zoo no, cov neeg xa khoom, cov kws tshaj lij thiab cov neeg ua haujlwm txhawb nqa tsuas yog paub "Made in China" los ntawm phau ntawv txhais lus Askiv. Kev siv CRM tau suav nrog hauv KPI. Txhua tus neeg pib poob nqi vim qhov kev cob qhia tau raug cai "ko taw ntawm no, taw tes rau ntawd, tsim kev thov." CRM raug tso tseg, cov neeg ua haujlwm tau npau taws. Tom qab lwm xyoo ntawm kev tshem tawm thiab kev tawm tsam, kev pabcuam kev nyab xeeb tau pib tshawb xyuas sab hauv, CIO raug rho tawm haujlwm yam tsis muaj "kub parachute", tab sis nrog kev ncaws pob - qhov tseeb ntawm kev ncaws pob tau tshwm sim. Los ntawm txoj kev, CRM yeej tsis tau siv hauv lub tuam txhab ntawd; txhua tus siv lwm qhov system uas tsis zoo li CRM. Lub tuam txhab tsis tuaj yeem tiv thaiv qhov kev coj ua.
Tsis muaj kev paub thiab kev cob qhia
Txawm tias cov neeg siv siab heev yuav tau txais me ntsis stunned thaum lawv pom tus tshiab interface thawj zaug. Peb tuaj yeem hais dab tsi txog cov neeg siv nrog lub sijhawm hloov pauv lig - piv txwv li, ib tus neeg muag khoom siv 1C los tsim cov ntawv xa nyiaj thiab tsis tau pom dua lwm cov software, thiab tam sim ntawd ib qho tshiab interface tshwm nyob rau hauv pem hauv ntej ntawm nws, qee zaum txawv ntawm 1C. Ib tug banal psychology los rau hauv kev ua si - nquag tiv thaiv txhua yam tshiab. Nyob rau hauv cov xwm txheej no, qhov phem tshaj plaws uas koj tuaj yeem ua tau yog tso tseg kev cob qhia tus neeg muag khoom lossis tig mus rau hauv kev qhuab qhia. Ib tus neeg ua haujlwm tsis tau txais kev cob qhia, sab laug rau nws tus kheej cov cuab yeej lossis los pab nrog txoj haujlwm, feem ntau yuav tso tseg txoj haujlwm tsis zoo no thiab rov qab mus rau 1C lossis Excel. Nws yooj yim dua paub thiab xis nyob hauv lawv. CRM yuav plam tag nrho cov ntsiab lus.
Kuv yuav ua li cas? hais txog yuav ua li cas siv CRM system nrog kev cob qhia zoo, tab sis cia peb rov ua dua ib zaug ntxiv cov kev cai yooj yim tshaj plaws uas daws cov teeb meem feem ntau ntawm cov neeg ua haujlwm hloov mus rau software tshiab (tsis yog rau CRM system nkaus xwb).
- Thov tag nrho cov ntaub ntawv kev cob qhia los ntawm tus neeg muag khoom: yeeb yaj duab, cov ntaub ntawv, cov lus qhia, cov cai. Yog tias txhua yam nyob rau hauv kev txiav txim nrog tus neeg muag khoom, tag nrho cov ntaub ntawv muaj pub dawb thiab txawm tias ua ntej kev siv: piv txwv li, peb cov ntaub ntawv tuaj yeem rub tawm hauv ntu rub tawm ntawm qhov demo version, thiab cov neeg nyeem ntawm kab lus no tuaj yeem yooj yim rub tawm. thiab - peb tau yees duab cov lus qhia ntawm qhov nyuaj tshaj plaws thiab tseem ceeb "qhov chaw" ntawm RegionSoft CRM 7.0, xws li KPI, txiaj accounting, installation. Txhua yam yog qhib nkag, ib yam li peb 78 kab lus.
- Tsis txhob skimp ntawm kev cob qhia. Ib tus neeg muag khoom, yog tias nws tau nyob hauv kev ua lag luam ntev thiab tsis ua liaj ua teb koj tawm mus rau qee tus neeg koom tes nrog cov haujlwm uas tsis yog cov haujlwm tseem ceeb, paub meej tias yuav tsum ua tib zoo saib ua ntej, uas ua rau muaj teeb meem loj tshaj plaws, yog li nws yuav qhia koj. kev tshaj lij. Tsis txhob ntshai tias tus neeg muag khoom yuav ncab tawm qhov kev cob qhia txhawm rau kom them nyiaj ntau dua ib teev - peb kuj tseem ceeb rau peb lub sijhawm, thiab nws feem ntau kim dua li ib teev ntawm kev cob qhia :)
- Tsim kom muaj kev txawj ntse sab hauv. Thaum lub sijhawm ua haujlwm ntawm CRM system, cov lus nug yuav tshwm sim, cov neeg siv tshiab, cov kev xav tau tshiab - thiab ib tus neeg ua haujlwm paub txog CRM system sab hauv thiab tawm yuav tuaj yeem daws qhov teeb meem sai thiab muaj peev xwm.
- Tsis txhob hnov ββββqab txog tus neeg muag khoom kev txhawb nqa - thiab zoo dua kom txog thaum txhua yam ploj mus. Yog lawm, kev txhawb nqa tseem ceeb tshaj plaws yog them, tab sis thawj xyoo no kuj yog kev them nyiaj rau koj txoj haujlwm sai thiab ua haujlwm tau zoo. Los ntawm txoj kev, ceev faj: qee tus neeg muag khoom muaj TP pob nrog rau cov nqi qiv software, thiab koj yuav tsis paub txog nws - nyeem daim ntawv cog lus!
CRM system tsuas yog tsis ua haujlwm
Tsis yog, tsis muaj qhov xwm txheej xav tias koj yuav yuav CRM thiab nws yuav tsis pib tam sim ntawd. Qhov no tsis tshwm sim nrog cov neeg muag khoom hnyav. Muaj plaub yam tseem ceeb uas tuaj yeem tshwm sim ntawm no.
- Internet hauv koj qhov chaw qeeb. Piv txwv li, kev sib txuas hauv Is Taws Nem ceev tau teeb tsa qis dhau, uas tsis tso cai rau tus neeg siv khoom sib pauv cov ntaub ntawv nrog server. Lwm qhov kev xaiv yog qhov ntev ping mus rau cov ntaub ntawv chaw nyob rau hauv rooj plaub ntawm daim ntawv thov lub vev xaib yog tias tus neeg muag khoom tau xaiv hosting raws li cov ntsiab lus tseeb rau nws.
- Teeb meem nrog DBMS. Cov ntaub ntawv yog lub plawv thiab lub hlwb ntawm CRM system, yog li cov kev cai nruj tshaj plaws yuav tsum tau muab tso rau ntawm nws lub peev xwm. Qhov tsis txaus siab tshaj plaws yog thaum, thaum lub sijhawm ua haujlwm ntawm CRM system, koj pom tias koj tseem yuav tsum tau them rau DBMS, vim tias lub peev xwm tseem ceeb tsis txaus rau koj cov kev xav tau. Lwm qhov piv txwv: tus neeg muag khoom ua qauv qhia rau koj, txhua yam yoov, tab sis tom qab pib ua haujlwm, lub kaw lus pib qeeb qeeb, vim tias ... koj tau pom cov software ntawm lub hauv paus optimized demo thiab kho vajtse siab heev, thiab tsis nyob rau hauv kev sib ntaus sib tua tiag tiag.
- Qhov yuav tsum tau yuav ib yam dab tsi ntxiv: tus neeg siv email, daim ntawv teev npe kev pabcuam, tib DBMS, plugins thiab add-ons rau kev daws qhov zoo li cov haujlwm yooj yim tshaj plaws. Koj tsis tau txais kev ua haujlwm uas koj xav tau hauv koj lub CRM system thiab raug yuam kom nrhiav nyiaj ntxiv los pib siv nws rau nws lub peev xwm.
- Qhov tsis ua tiav ntawm CRM system kom ua tau raws li lub tuam txhab cov cai yog qhov kawg ntawm daim ntawv teev npe, tab sis qhov nyuaj tshaj plaws thiab feem ntau. Ib lub tuam txhab xaiv CRM system raws li qee qhov ntawm nws tus kheej cov qauv, nruab / siv nws, thiab thaum kawg tau txais ib qho system uas tsis muaj peev xwm tsim nyog: piv txwv li, kev npaj, KPI, kev tswj cov khoom lag luam, thiab lwm yam. Tau kawg, nws tsis yooj yim rau siv.
Feem ntau, nws nyuaj rau xav txog CRM system uas ua haujlwm raws nraim li qee qhov kev tshaj tawm. Peb cov lus cog tseg uas nyiam ntawm lwm tus yog teeb tsa hauv ib teev, pib hauv 15 feeb, pub dawb yam tsis muaj kev txwv, kev siv peb hnub / ib nrab teev / teev / 15 feeb, kev siv yam tsis muaj kev cob qhia thiab kev muag khoom uas "qhia tus neeg siv khoom los ntawm nws tus kheej." Xws li kev tshaj tawm, uas tsis muaj dab tsi cuam tshuam nrog kev muaj tiag, ua rau cov tuam txhab txiav txim siab CRM system ua ib yam dab tsi tsis tsim nyog lossis ua rau nws muaj qee yam yuav luag tej yam yees siv, thiab tom qab ntawd lawv poob siab.
Kuv yuav ua li cas? Surprise tus neeg muag khoom - nug nws txog cov ntsiab lus ntawm CRM system. Tsis txhob ntshai tshwm sim tsis paub lossis tsis meej pem koj tus neeg siv email nrog koj tus email server. Koj tsis tas yuav nkag siab cov ntsiab lus no (tshwj tsis yog, tau kawg, koj muaj CIO lossis CTO - qhov no tsis tshua muaj rau cov lag luam me thiab nruab nrab), tab sis tus neeg muag khoom yuav tsum tau qhia rau koj thiab piav qhia tag nrho cov kev paub zoo: dab tsi zoo. ntawm DBMS thiab tus nqi ntau npaum li cas, qhov load nws tuaj yeem tiv taus; CRM qhov system yuav tsum yog dab tsi? yog muaj ib tug built-in email tus thov kev pab thiab kev lag luam txheej txheem editor; Yuav ua li cas mus nrog xov tooj thiab lwm yam?
Piv txwv ntawm lub neej. Dab neeg 1. Lub tuam txhab yuav CRM system (qis raws li SaaS qauv), CRM nws tus kheej yog raws li Oracle DBMS, nws cov nqi tau suav nrog tus nqi ntawm lub kaw lus. Thaum xub thawj, kev cuam tshuam tau pib - tus neeg muag khoom tau txav nws lub hauv paus mus rau qhov chaw khaws ntaub ntawv hauv Samara, vim nws pheej yig dua nyob rau ntawd, tab sis tus neeg muab kev pabcuam tau hloov mus ua neeg txawv teb chaws ua raws li SLA. Tom qab ntawd cov neeg siv khoom tau them nyiaj rau kev siv Oracle lossis yuav cov khoom siv hauv tsev thiab xa lawv hauv tsev. Tsis tas yuav hais txog qhov ntsuas ntawm cov neeg siv khoom churn rau CRM no.
Dab neeg 2. Lub tuam txhab xauj ib lub chaw ua hauj lwm nyob rau hauv ib tug lag luam center nyob rau hauv lub sab nrauv ntawm St. Petersburg, ua complex kev muag khoom nrog ib tug warehouse thiab xa mus thoob plaws hauv lub CIS nyob rau hauv loj loj Excel rooj. Lawv tsis tuaj yeem siv yuav luag txhua huab CRM, vim tias ... BC monopolistically muab cov kev pabcuam hauv Is Taws Nem, thiab koj yuav tsum ua siab ntev dial-up speeds, los yog yuav ib lub modem USB thiab suav rau cov neeg ua haujlwm tsis zoo heev. Tib txoj kev tawm rau lawv yog . Tab sis nws zoo dua, tau kawg, tsis txhob skimp ntawm kev xauj tsev hauv ib lub chaw lag luam ib txwm, vim tias tsis muaj Is Taws Nem, lub peev xwm ntawm lub desktop kuj raug txwv (piv txwv li, koj tsis tuaj yeem siv tus email, IP xov tooj, thiab lwm yam).
Mus cuag CRM nkaus xwb raws li kev daws teeb meem
Thawj nam ntawm no mus kom ze yog qhov kev cia siab tias cov software ntsia yuav ua hauj lwm ib tug txuj ci tseem ceeb, ua kev muag khoom thiab coj tau nyiaj. Qhov kev zov me nyuam nws tus kheej yuav tsis daws ib yam dab tsi; nws yog tsim los ua ib qho cuab yeej rau cov txheej txheem kev lag luam thiab cov tswv yim kev sib raug zoo ntawm cov neeg siv khoom. Hais txog hais lus, yog tias koj cov neeg muag khoom siv sijhawm tag nrho hauv Facebook lossis Ozon, tus neeg lag luam tau kos lwm qhov kev tshuaj xyuas SWOT thiab tuav lub rooj sib tham pua ββpua hauv ib hlis, thiab lub chaw pabcuam xa cov neeg siv khoom los tos kev daws rau ib lub lis piam lossis ob, CRM nws tus kheej tsis tuaj yeem ua dab tsi yuav ua tau, tab sis ntawm qhov tsis sib xws, nws yuav dhau los ua cov cuab yeej cuab tam tsis tsim nyog thiab kev nqis peev tsis ncaj ncees. Vim yog, nws tsuas yog ib qho kev pab cuam: plhaub, tub ntxhais, interface. Thiab yog tias koj tsis pom txoj hauv kev los txhim kho kev ua haujlwm ntawm cov neeg ua haujlwm hauv txoj haujlwm no, nws yuav nyob twj ywm.
CRM system yog qhov tseem ceeb ntawm kev siv software. Thiab tus phab ej ntawm Fonvizin "Me" yuav yog qhov tseeb hauv qhov no yog tias nws hais tias txij li nws tau thov, nws txhais tau tias nws yuav tsum tau siv rau qee yam. Namely, los pab txhawb rau tag nrho cov neeg siv zog los tsim kev muag khoom thiab kev pabcuam rau cov neeg siv khoom. Txhawm rau muab lwm qhov piv txwv, CRM yog lub zog rau kev ua kom muaj kev cuam tshuam nyuaj thiab kev sib cuam tshuam hauv kev lag luam.
Qhov thib ob ntawm txoj hauv kev ua tau zoo yog los hloov qhov teeb meem ntawm kev siv CRM system (los ntawm kev xaiv mus pib ua haujlwm) tag nrho mus rau lub xub pwg nyom ntawm IT department lossis tus thawj tswj hwm. Qhov no yog fraught nrog lub fact tias koj yuav tau txais lub feem ntau technically sophisticated system nrog zoo tagnrho chaw, uas yuav rov ua hauj lwm vim hais tias nws tsis ua tau raws li qhov yuav tsum tau ntawm lub lag luam kev pab cuam, marketers, kev them nyiaj yug, logistics - uas yog, lub ntsiab cov neeg siv.
Kuv yuav ua li cas? Raws li peb tau hais lawm, ua kom muaj kev sib koom ua ke, tsim ib pab pawg ua haujlwm thiab qhia cov neeg ua haujlwm kom ua haujlwm tau zoo nrog CRM system uas tau xaiv. Los ntawm txoj kev, tus kws tshaj lij sab hauv peb tau tham txog saum toj no kuj yuav tsum yog los ntawm cov neeg siv khoom nquag, thiab tsis yog los ntawm cov neeg ua haujlwm IT department. Txoj kev no, koj tuaj yeem zam kev ntxhov siab los ntawm IT cov kws tshaj lij ntawm cov neeg siv thiab kev xav ntawm kev tsis paub ntawv ntawm cov neeg siv, uas feem ntau demotivating. βYog li, ua li cas txog kev sau npe? Ntxuav nws? Vim li cas ho tsis? Zoo, dhau cmd thiab regedit. Yog lawm, tus menyuam paub qhov no!β - yog tias tsab xov xwm tau nyeem los ntawm cov neeg uas nyob deb ntawm kev tswj hwm, lawv paub meej txog qhov cringe los ntawm cov lus no ntawm thawj lub PC tsis nkag siab. Kuv xav hais tias: βIb qho nyiaj ntxiv? Koj puas tsis paub txog cov qauv ntawm cov nyiaj them poob haujlwm thiab cov nyiaj tau los khaws cia thaum kawg ntawm lub quarter? EBITDA thiab EBIT tseem tsis tau suav, yog li peb tab tom tos cov nqi suav raws li RAS. "
Ib qho piv txwv ntawm lub neej. Tsis yog hais txog CRM, tab sis ze heev. Lub tuam txhab tau txiav txim siab tso tseg CRM, tab sis cov haujlwm profile xav tau ntau cov ntaub ntawv, uas tau sau rau hauv daim ntawv ntawm cov ntawv nkag hauv tus kheej-sau "hom nqi". Raws li qhov tsim nyog, cov neeg ua haujlwm pabcuam IT tau rub tawm - tsim ib daim ntawv tshaj tawm, uas tus neeg ua haujlwm nkag mus rau "twisted" rau hnub dhau los ntawm GUI qub ntawm peb kab. Rau cov ntawv tshaj tawm tshwj xeeb, cov lus qhia luv luv thiab kev txiav txim tau tsim nyob rau hauv "hnub - cov ntaub ntawv - hlais" hom. Cov neeg siv lawv tus kheej siv cov ntaub ntawv upload .csv raws li lawv xav tau. Tab sis kev hloov pauv hauv kev tswj hwm coj mus rau qhov tseeb tias lub nra ntawm kev txiav txim siab qhov ua tau ntawm cov ntawv ceeb toom poob tsis yog ntawm tus thawj coj lag luam, tab sis ntawm kev pabcuam IT. Cov txiv neej tsis nkag siab txog cov txheej txheem kev lag luam, cov txheej txheem ua haujlwm tau zoo tau ploj mus, thiab cov neeg siv lag luam pib siv 50% ntawm lawv lub sijhawm ua haujlwm ntawm qhov "yuav hnyav" cov kev qhia tshwj xeeb uas yuav thov rau IT pom zoo. Thiab cov neeg pom zoo tsis txaus siab thov cov ntsiab lus meej thiab, piv txwv li, kab "muag thiab them nyiaj rau lub Peb Hlis 2017"evolved rau hauv"tsis yog xoom qhov tseem ceeb rau thaj chaw muag khoom nrog qhov muaj nyob ntawm qhov tsis them nyiaj rau lub sijhawm 00:00:01 01.03.2017/23/59 - 59:31.03.2017:XNUMX XNUMX/XNUMX/XNUMX, suav nrog cov nqi ntawm cov lus ntev_payments" Qhov tshwm sim: cov tub lag luam nkim sij hawm rau kev kos cov kev qhia tshwj xeeb, IT cov kws tshaj lij tau luag ntawm lawv cov kev siv zog thiab qhov tshwm sim thiab qhwv cov kev qhia tshwj xeeb rau kev kho dua tshiab, lub sijhawm kawg rau kev xa cov ntaub ntawv thiab npaj cov ntaub ntawv nthuav tawm rau lub lis piam. Cov no yog cov qauv txawv txawv uas cov technocracy kiag li hauv ib lub tuam txhab tuaj yeem nqa :)
Tsis muaj cov txheej txheem ua lag luam, muaj kev lag luam chaos
Qhov no tsuas yog qhov laj thawj saum toj kawg nkaus rau kev ua tsis tiav hauv kev siv CRM system. Nws yooj yim: yog tias koj tsis muaj lub zeem muag rau cov txheej txheem kev lag luam hauv koj lub tuam txhab, koj tsis muaj CRM lub tswv yim. Tau kawg, thaum kawg 99% ntawm cov tuam txhab muaj lub hom phiaj ntawm kev tsim cov nyiaj tau los, tab sis lub hom phiaj no tsis tuaj yeem yog lub hom phiaj ntawm txoj kev lag luam thiab kev siv CRM. Qhov no yog qhov tshwm sim ntawm kev ua tiav qee lub hom phiaj uas cuam tshuam rau lub tuam txhab: nce cov neeg siv khoom lub neej voj voog, nce tus naj npawb ntawm kev muag khoom, nce nqi nruab nrab, nce kev lag luam, thiab lwm yam. Thiab rau cov hom phiaj zoo li no, uas yog, rau kev tswj hwm kev sib raug zoo ntawm cov neeg siv khoom (CRM) lub tswv yim, software yuav tsum raug kho - koj qhov CRM system. Yog tias koj tsis paub tias koj lub tswv yim yog dab tsi thiab tsis nkag siab txog cov txheej txheem, kev siv yuav tig mus rau hauv pob nyiaj siv. Tab sis yog tias muaj lub zeem muag lossis koj npaj siab los tshuaj xyuas thiab txhim kho cov txheej txheem ua lag luam, CRM yuav muab lub tuam txhab tiv thaiv rau cov kev cov nyom sab nraud, vim tias koj yuav muaj lub hauv paus muaj zog ntawm cov neeg siv khoom zoo, kev tshuaj xyuas thiab kev ua haujlwm niaj hnub.
Kuv yuav ua li cas? Kev lag luam txheej txheem reengineering yog qhov uas yuav tsum pib. Peb qhia koj yuav ua li cas ua qhov no hauv peb thiab txog . Yog tias muaj teeb meem, koom nrog ib tus neeg muag khoom lossis tsawg kawg yog tus kws pab tswv yim zoo hauv txoj haujlwm no (tsis txhob tsis meej pem nrog cov kws qhia thiab infogypsies!). Tab sis kuv ntseeg tias txoj hauv kev zoo tshaj plaws rau lub tuam txhab yog kom nkag siab txog kev lag luam ntawm tus kheej, kos duab kos duab, muab cov theem, hnub kawg thiab kev lav phib xaub, tshem tawm txhua yam tsis tsim nyog thiab tsuas yog tom qab ntawd kawm los ntawm tus neeg muag khoom yuav ua li cas automate lawv nyob rau hauv lub interface ntawm cov xaiv. CRM system. Los ntawm txoj kev, qhov no tuaj yeem ua tiav tom qab lub kaw lus tau pib ua haujlwm - ntxiv rau, ntau txoj hauv kev nws tseem zoo dua.
Zoo, ib txoj cai hloov tsis tau ntxiv: yog tias cov txheej txheem kev lag luam tau hloov pauv, tam sim ntawd hloov mus rau CRM system.
CRM nyob rau hauv ib lub tuam txhab nrog undeveloped kev lag luam txheej txheem. Tsis muaj dab tsi txawv?
Kev siv Patchwork ntawm CRM system: nws yuav ua!
Kev siv Patchwork ntawm CRM system yog lwm qhov yuam kev loj. Nws tuaj yeem siv ntau hom - cia saib qee qhov piv txwv nrog cov neeg koom nrog sib txawv.
- Koj tau siv CRM system thiab xav tau qee qhov kev txhim kho (piv txwv li, cov ntawv tshaj tawm tshwj xeeb, kev cai lub laij lej teeb tsa hauv RegionSoft CRM, thiab lwm yam), tab sis rau qee yam koj txiav txim siab tsis them tus neeg muag khoom thiab tsis daws cov teeb meem no koj tus kheej. Yog li, lub tuam txhab tsis muaj lub sijhawm los ua haujlwm raws li qhov xav tau lossis tab tom nrhiav cov cuab yeej ntxiv, them nyiaj ntau dua rau cov software ntxiv.
- Koj yuav CRM system, tab sis txiav txim siab tsis kam nrog cov chaw, thiab ua haujlwm ntawm cov nyiaj ua haujlwm tsawg kawg nkaus, piv txwv li, tsuas yog nkag mus rau cov neeg siv khoom cov ntaub ntawv. Tib lub sijhawm, koj muaj xov tooj, xa ntawv, ntawv ceeb toom, cov txheej txheem kev lag luam, cov sijhawm teem sijhawm, tab sis koj tsis siv ib qho ntawm no, nyiam siv cov ntawv thov qub. Yog li, koj txhob txwm ua haujlwm nrog cov neeg siv khoom sib cais thiab kev ua haujlwm tsis zoo ntawm CRM system. Zoo, nws zoo li yuav ib qho iPhone 10 thiab tshawb xyuas lub sijhawm ntawm nws, tab sis hu xov tooj thiab xa ntawv los ntawm Nokia 3310.
Cov no yog ob qhov xwm txheej zoo sib xws; ib txwm muaj, muaj lwm yam: tsis kam hloov cov ntaub ntawv, siv tsis tu ncua, kev nkag mus ntawm cov ntaub ntawv, thiab lwm yam. Ntxiv mus, qhov kev coj cwj pwm no tsis nyob ntawm qhov yooj yim ntawm qhov system, nws qhov kev sib tshuam, kev ua haujlwm ceev thiab lwm yam tsis zoo - tib neeg qhov tseem ceeb yeej ntawm no.
Nws kuj tshwm sim tias CRM system pib nres vim kev ua kom zoo. Lub kaw lus tsis tau muab tso rau hauv kev ua haujlwm kom txog thaum cov neeg siv tau teeb tsa thiab kawm tiav tag nrho cov haujlwm; ua haujlwm nrog lub kaw lus raug ncua ntev. Qhov teeb meem no yog fraught nrog lub fact tias cov hauj lwm yuav tsis pib, vim nws yog ib qho nyuaj rau tsim ib tug zoo tagnrho CRM system yam tsis tau pib ua hauj lwm tag nrho nyob rau hauv nws thiab tsis to taub cov yam ntxwv nyob rau hauv tiag tiag tej yam kev mob. Cov kev coj ua zoo tshaj plaws tsuas yog los ntawm cov neeg siv kev paub dhau los.
Kuv yuav ua li cas? Txoj kev kho zoo tshaj plaws rau kev siv patchy yog kev ua tiav thiab kev siv tas mus li: kev teeb tsa nyuaj (piv txwv li, kev koom ua ke nrog lub virtual PBX, kev ua lag luam tus qauv) yuav tsum tau ua tib yam nrog kev pib ua haujlwm, nkag mus rau cov ntaub ntawv thiab sau CRM system nrog cov chaw ua haujlwm. . Qhov no, thawj zaug, yuav tso cai rau koj pom qhov tshwm sim thaum ntxov, qhov thib ob, nws yuav txo lub sijhawm them rov qab, thiab qhov thib peb, nws yuav ua rau muaj txiaj ntsig zoo rau kev nkag siab ntawm CRM system los ntawm cov neeg ua haujlwm, vim tias cov kev hloov pauv yuav maj mam thiab lawv yuav tsis tas yuav master tag nrho cov modules thiab kev ua haujlwm ib zaug. Nyob rau tib lub sijhawm, CRM yuav tsum tsis txhob muaj kev txawj ntse tshwj xeeb "ntawm sab saum toj"; koj yuav tsum siv cov haujlwm siab tshaj plaws thiab nrhiav daim ntawv thov rau txhua qhov modules. Thaum xub thawj siab ib muag, qee qhov muaj peev xwm yuav zoo li superfluous, tab sis nrog rau cov ncauj lus kom ntxaws ntxiv nws ua kom pom tseeb tias kev lag luam automation yog multifaceted thiab qhov ua tiav ntau dua, qhov ua tau zoo dua.
- nws yuav pab tau koj nyob rau hauv txhua rooj plaub.
.muaj zog RegionSoft CRM nrog ntau lawm, warehouse, KPI, kev npaj thiab kev lag luam yooj yim - .
Yuav thiab tsis nco qab lawm
CRM tau yooj yim yuav (feem ntau xauj), tab sis tsis siv. Qhov no yog ib zaj dab neeg: peb feem ntau tau them cov ntawv sau npe uas peb tsis siv; cov tuam txhab muaj kev them nyiaj tsis tu ncua tab sis tsis teeb tsa lossis tsuas yog ua haujlwm tsis zoo ntawm lub tuam txhab portal, Yandex.Direct, blog ntawm Habre, thiab lwm yam. Cov nqi them, tab sis cov kev pabcuam tsis siv. Tib yam tshwm sim nrog CRM system - nws tau them rau, thiab tsis ua li cas, peb tab tom pib, yuav muaj kev sib tham thiab peb yuav faib lub luag haujlwm, txog nws ... Qhov tseem ceeb, qhov no yog hom kev ncua sij hawm ntawm ib tug neeg scale.
Kuv yuav ua li cas? Ua ntej tshaj plaws, xav seb vim li cas qhov no tshwm sim: yog CRM system tsis yooj yim, qeeb, tsis muaj peev xwm tsim nyog? Thiab twb sib ntaus sib tua precisely cov laj thawj no, thiab tom qab ntawd siv cov kev ntsuas los tso cov software rau hauv kev ua haujlwm lossis hloov nws nrog qhov zoo sib xws, tab sis kev daws teeb meem zoo dua.
Txoj kev ntshaw ntawm tus fraer ruined
Kev sib tham nrog tus neeg muag khoom yog ib txoj hauv kev zoo los tua kev siv thiab them nyiaj ob zaug. Tus neeg muag khoom yuav pom zoo nrog koj cov nyiaj thiab yuav ua kom zoo dua nws cov txheej txheem, uas yuav ua rau muaj kev txo qis hauv kev ua haujlwm zoo. Cia peb qhia qhov tsis pub leejtwg paub: rau cov lag luam me thiab nruab nrab, CRM yog qhov pheej yig heev, thiab txuag nyiaj ntau pua txhiab rubles tuaj yeem rhuav tshem kev ua haujlwm zoo.
Kuv yuav ua li cas? Ua ntej tshaj plaws, tsis txhob raug dag los ntawm kev cog lus ntawm CRM dawb thiab CRM nrog 70% luv nqi. Nov yog thawj qhov laj thawj uas ua rau muaj lub siab xav txuag nyiaj - yog vim li cas them yog tias dawb?! Nws yog ib qho tseem ceeb kom nkag siab tias CRM system tsis tas yuav raug nqi ntau npaum li tau sau rau hauv daim ntawv teev nqi, . Los ntawm kev them nyiaj rau kev siv CRM system, koj tau nqis peev hauv koj txoj kev lag luam thiab nws txoj kev loj hlob zoo. Qhov no, nrog rau kev ruaj ntseg ntawm tuam txhab (uas, los ntawm txoj kev, suav nrog CRM system), tsis tsim nyog txuag rau.
CRM tsuas yog rau kev muag khoom xwb!
Kev tsom rau CRM nkaus xwb ntawm kev muag khoom automation thiab siv lub kaw lus ua cov npe yuav tsum ua thiab cov npe hu yog lwm qhov yuam kev. Thiab kev ua lag luam yog liam rau nws, uas txhua yam yog hu ua CRM: los ntawm phau ntawv hluav taws xob mus rau yuav luag ERP. Yav dhau los, muaj kev faib ua SFA thiab CRM, thiab tom kawg tau muab lub luag haujlwm raug ntawm cov cuab yeej siv thoob ntiaj teb rau kev ua haujlwm txhua yam kev lag luam ntsig txog cov neeg siv khoom, thiab tsis yog kev muag khoom xwb.
Yog tias CRM siv tshwj xeeb los ntawm kev muag khoom funnel + txhais tau tias khaws cov neeg siv khoom, nws yuav tig tawm zoo li qhov no: kev ua haujlwm zoo li loj hlob thiab txawm tias cov nyiaj tau los loj hlob, tab sis kev loj hlob yog dav. Thiab yog tias koj them sai sai rau qhov ua tau zoo ntawm cov neeg ua haujlwm thiab delve rau hauv cov txheej txheem kev lag luam, kev loj hlob yuav qeeb, tab sis khaus. Los ntawm txoj kev, qhov kev xaiv zoo tshaj plaws yog los ua ke nrog kev siv ntau ntawm cov kab ke nrog kev ua kom nws lub peev xwm thiab ua tiav kev ua tiav (qhov kev siv maj mam zoo ib yam uas peb tau sau txog saum toj no).
Kuv yuav ua li cas? Siv CRM system kom nws tag nrho, thiab tsis yog rau kev muag khoom xwb. Piv txwv li, hauv peb lub tuam txhab peb siv rau kev muag khoom, kev lag luam, kev tshaj tawm, kev txhawb nqa thiab, tau kawg, lub hom phiaj kev txhim kho. Peb cov neeg siv khoom siv los ua ib qho kev pab cuam hauv tsev rau khoom thiab kev xa khoom thiab kev tswj xyuas ntau lawm, thiab lwm yam. Txij li thaum cov modules raug muab, vim li cas ho tsis? Raws li txoj cai, muaj tsawg tsawg tus muag CRMs tshuav nyob rau hauv kev ua lag luam, yog li siv tag nrho cov cib fim muab rau koj thiab koj yuav tau siv sai sai rau kev tsim khoom siab ntawm pab pawg neeg siv tshuab.
Tsis tau xaiv nws tus kheej, tab sis tau qhia
Xaiv CRM raws li qee qhov kev coj txawv txawv yog txoj hauv kev puas tsuaj. Xaiv CRM "los ntawm lwm tus neeg lub siab" zoo ib yam li cov txheej txheem ntawm kev dag hauv tsev kawm ntawv: nws zoo li koj xav tsis thoob ripped nws tawm, tab sis tsis muaj txiaj ntsig, tsuas yog kev puas tsuaj. Pom zoo, nws tseem ceeb heev rau cov neeg laus ua qhov no, tshwj xeeb tshaj yog nyob rau hauv qhov tseem ceeb tshaj plaws thiab, qhov tseeb, txoj hauv kev tseem ceeb - hauv koj lub lag luam lossis hauv koj txoj haujlwm.
Hauv tsab ntawv tshaj tawm dhau los, qhov qhia tau tshwm sim hauv cov lus pom hais txog yuav ua li cas ib lub tuam txhab mus txog qhov kev xaiv ntawm CRM. Ib tus neeg siv Habr nrog kev tsis txaus ntseeg tau tawm tsam peb nrog cov lus nug ntawm qhov twg peb qhov kev sib piv nrog cov neeg sib tw yog, vim li cas qhov kev lag luam no Kuv tsis tau npaj los tso cov ntaub ntawv li no. Peb tau qhia peb txoj haujlwm thiab txawm tias tau npaj ib qho kev npau taws cais ntawm lub ncauj lus no, tab sis tam sim no peb tau txias thiab yuav piav qhia txog qhov pib yuam kev tshaj plaws rau kev xaiv CRM system.
- Kev ntsuam xyuas, cov npe saum toj kawg nkaus, cov npe tau ua tiav bullshit, vim tias txhua yam hauv lawv yog cov ntsiab lus, kev tshuaj xyuas feem ntau yog cuav, thiab cov chaw saum toj kawg nkaus tau ua tiav yuav.
- Cov ntaub ntawv txheeb xyuas yog cov kws tshaj lij zoo (Gartner, Forrester), tab sis lawv tsis tshua muaj CRM systems uas tsim nyog rau tus nqi thiab kev ua haujlwm rau cov lag luam me thiab nruab nrab hauv Lavxias.
- Lwm tus neeg txoj kev xav ntawm kev sib tham tej zaum yuav tsis xav tau cov lus pom, tab sis peb tau tswj hwm . Yog tias koj tub nkees dhau los ua raws li qhov txuas, tom qab ntawd luv luv: koj puas tseem ntseeg ntau qhov kev xav ntawm kev sib tham?
- Cov neeg sib tw muab txoj hauv kev los ntawm tus neeg muag khoom yog qhov tsis txaus ntseeg. Yog lawm, thaum xub thawj siab ib muag koj yuav tau txais kev sib piv ncaj ncees yam tsis muaj kev thuam thiab thuam koj tus kheej, tab sis hauv kev lag luam muag khoom qee zaum koj tuaj hla cov neeg ntse thiab lawv paub yuav ua li cas nthuav tawm xws li "kev tshawb fawb" hauv cov qauv ntawm "txhua tus neeg sib npaug, tab sis peb yog. ntau sib npaug."
Kuv yuav ua li cas? Tau coj los ntawm koj lub tuam txhab cov kev xav tau rau CRM system, xaiv koj tus kheej, sim demo versions, tsis txhob raug dag los ntawm kev tshaj tawm cov lus cog tseg thiab lub hom phiaj, ua tib zoo mloog rau kev tshaj lij ntawm tus neeg muag khoom. Feem ntau, txiav txim siab ua lag luam tseem ceeb nrog koj lub taub hau ntse, txias thiab sober.
Thaum kawg ntawm qhov kev tshaj tawm no, koj thiab kuv tau ua tsis tiav qhov kev siv kaum zaug, thiab nws tseem tsis tau tham txog tias yog vim li cas fiasco feem ntau yog qhov tsis txaus siab ntawm cov thawj coj thiab cov thawj coj saum toj kawg nkaus, kev noj nyiaj txiag ntawm cov thawj coj ntawm lub tuam tsev, tus cwj pwm raug cai. kev ua haujlwm, kev tsis sib haum xeeb hauv kev lag luam, kev tsis saib xyuas ntawm tus neeg muag khoom (ntau zaus - cov neeg koom tes uas nws tau xaiv los xij, yam tsis tau ntsuas lawv cov kev txawj ntse) thiab txawm tias muaj kev lag luam hauv lub tebchaws.
Yog li, vim nws txaus ntshai heev, tej zaum peb yuav tsum tsis txhob siv nws? Tau kawg tsis. Ntawm qhov tsis sib xws, caj npab koj tus kheej rau cov hniav nrog cov ntaub ntawv thiab siv nyob rau hauv ib txoj kev uas koj cov neeg sib tw ua tsis tau. Txhawm rau muab nws yooj yim heev, CRM yuav tsum daws ob qhov teeb meem: ua kom cov thawj coj ua haujlwm yooj yim dua thiab ua kom pom tseeb ntawm kev ua haujlwm rau cov thawj coj. Cov haujlwm no tau txais txiaj ntsig zoo rau txhua tus neeg ua haujlwm ntawm lub koom haum; lawv ncaj qha pab lawv tshem tawm cov haujlwm niaj hnub thiab pib tau nyiaj ntau dua. Yog lawm, kev siv CRM tsis yog "15 feeb", nws yog ib qho kev mob siab thiab ua tiav, tab sis qhov no yog qhov tseeb thaum qhov kev ua si tsim nyog rau tswm ciab.
Nrog peb rau txhua tus tswv software ntawm RegionSoft Developer Studio, suav nrog peb cov khoom lag luam RegionSoft CRM hauv txhua yam khoom (CRM rau cov lag luam me thiab nruab nrab).
, nyob rau hauv uas, tsis muaj kev tshaj tawm, peb sau tsis yog tag nrho cov ntaub ntawv hais txog CRM thiab kev lag luam.
Tau qhov twg los: www.hab.com