Ndiyenera kuchita chiyani?Tanena kale za momwe tingagwiritsire ntchito dongosolo la CRM ndi maphunziro abwino, koma tiyeni tibwerezenso malamulo osavuta, osavuta omwe amathetsa mavuto ambiri akusintha kwa ogwira ntchito ku mapulogalamu atsopano (osati kokha ku dongosolo la CRM).
Musaiwale za chithandizo chaukadaulo cha ogulitsa - ndipo makamaka mpaka zonse zitapita. Inde, chithandizo choyambirira chaukadaulo chimalipidwa, koma m'chaka choyamba ichi ndi malipiro a ntchito yanu yofulumira komanso yopindulitsa. Mwa njira, samalani: ogulitsa ena ali ndi phukusi la TP lomwe likuphatikizidwa pamtengo wobwereketsa mapulogalamu, ndipo mwina simungadziwe za izi - werengani mgwirizano!
Intaneti yomwe ili komwe muli ndiyochedwa. Mwachitsanzo, kuthamanga kwa intaneti kumakhala kotsika kwambiri, komwe sikulola kasitomala kusinthanitsa deta ndi seva. Njira ina ndi ping yayitali ku data center pa nkhani ya intaneti ngati wogulitsa wasankha kuchititsa molingana ndi mfundo zomwe zimamveka bwino kwa iye.
Mavuto ndi DBMS. Dongosolo losungiramo zinthu zakale ndi mtima ndi ubongo wa dongosolo la CRM, chifukwa chake zofunika kwambiri ziyenera kuyikidwa pazomwe zimatha. Chinthu chosasangalatsa kwambiri ndi pamene, pakukhazikitsa dongosolo la CRM, mumapeza kuti mukufunikiranso kulipira DBMS, chifukwa mphamvu zoyambira sizikwanira zosowa zanu. Chitsanzo china: wogulitsa akukuchitirani chionetsero, chirichonse chimawuluka, koma pambuyo poyambitsa ntchito dongosolo limayamba kuchepa kwambiri, chifukwa ... mudawonetsedwa pulogalamuyo paziwonetsero zokongoletsedwa ndi zida zapamwamba, osati m'malo enieni omenyera.
Kulephera kwa dongosolo la CRM kukwaniritsa zofunikira za kampani ndikotsiriza pamndandanda, koma vuto lalikulu komanso lodziwika bwino. Kampani imasankha dongosolo la CRM potengera zina mwazofunikira zake, kuyiyika / kuigwiritsa ntchito, ndipo pamapeto pake imapeza dongosolo lomwe liribe zofunikira: mwachitsanzo, kukonzekera, KPI, kasamalidwe ka nyumba yosungiramo zinthu, ndi zina zambiri. Zachidziwikire, ndizosavuta kugwiritsa ntchito.
Nthawi zambiri, ndizovuta kulingalira dongosolo la CRM lomwe limagwira ntchito monga momwe ena amatsatsa. Malonjezo athu omwe timakonda pakati pa ena ndikukhazikitsa mu ola limodzi, kuyambira mphindi 15, zaulere popanda zoletsa, kukhazikitsidwa m'masiku atatu / theka la ola / ola / mphindi 15, kukhazikitsa popanda maphunziro ndi njira yogulitsira yomwe "imatsogolera kasitomala kudzera pawokha." Kutsatsa kotereku, komwe kulibe chochita ndi zenizeni, kumapangitsa kuti makampani aziwona dongosolo la CRM ngati chinthu chosafunikira kapena kuwapatsa zinthu zina pafupifupi zamatsenga, ndiyeno amakhumudwitsidwa.
Chochita? Dabwitsani wogulitsa - mufunseni zambiri zaukadaulo wa CRM system. Osawopa kuwoneka osadziwa kapena kusokoneza kasitomala wanu wa imelo ndi seva yanu ya imelo. Simukuyenera kumvetsetsa izi (pokhapokha ngati muli ndi CIO kapena CTO - izi ndizosowa kwa mabizinesi ang'onoang'ono ndi apakatikati), koma wogulitsa akuyenera kukuwuzani ndikukufotokozerani zonse zaukadaulo: mtundu wanji za DBMS ndi kuchuluka kwa ndalama zomwe zingapirire; Kodi zofunika za CRM system ndi chiyani? pali kasitomala wokhazikika wa imelo ndi mkonzi wamabizinesi; Kodi zinthu zikuyenda bwanji ndi telefoni ndi zina zotero?
Zitsanzo za moyo. Nkhani 1. Kampaniyo inagula dongosolo la CRM (yobwerekedwa pansi pa chitsanzo cha SaaS), CRM yokhayo inali yochokera ku Oracle DBMS, mtengo wake unaphatikizidwa mu mtengo wa dongosolo. Poyamba, zosokoneza zinayamba - wogulitsa anasuntha maziko ake kumalo osungirako deta ku Samara, chifukwa kunali kotchipa kwambiri kumeneko, koma woperekayo anali wachilendo kuti atsatire SLA. Kenako makasitomala adapatsidwa kuti alipire kugwiritsa ntchito Oracle kapena kugula matembenuzidwe apanyumba ndikuwayika kunyumba. Mosafunikira kunena za kuchuluka kwa olembetsa a CRM iyi.
Nkhani 2. Kampaniyo imabwereketsa ofesi ku malo ochitira bizinesi kunja kwenikweni kwa St. Sangagwiritse ntchito pafupifupi CRM yamtambo, chifukwa... BC ikupereka ntchito zapaintaneti mokhazikika, ndipo muyenera kupirira kuthamanga kwa kuyimba, kapena kugula modemu ya USB ndikudalira kuti simugwiritsa ntchito bwino. Njira yokha yotulukira kwa iwo ndi desktop CRM system. Koma ndibwino, ndithudi, kuti musamangokhalira kubwereka kumalo osungirako malonda, chifukwa popanda intaneti, mphamvu za kompyuta zimakhalanso zochepa (mwachitsanzo, simungagwiritse ntchito imelo kasitomala, IP telephony, etc.).
Kufikira CRM ngati yankho laukadaulo
Mbali yoyamba ya njirayi ndikuyembekeza kuti pulogalamu yokhazikitsidwa idzagwira ntchito mozizwitsa, kupanga malonda ndi kubweretsa phindu. Pulogalamuyo siyingathetse kalikonse; idapangidwa kuti ikhale chida chazovuta zamabizinesi ndi njira zamaubwenzi ndi kasitomala. Kunena zoona, ngati anthu ogulitsa malonda anu amathera tsiku lonse pa Facebook kapena Ozon, wogulitsa malonda akupanga kusanthula kwina kwa SWOT ndikukhala ndi msonkhano wa zana limodzi pamwezi, ndipo dipatimenti yothandizira imatumiza makasitomala kuti adikire yankho kwa sabata imodzi kapena ziwiri, CRM palokha singachite chilichonse, koma m'malo mwake, idzakhala chuma chosafunikira komanso ndalama zopanda chilungamo. Chifukwa inde, ndi pulogalamu chabe: chipolopolo, pachimake, mawonekedwe. Ndipo ngati simupeza njira zowonjezera ntchito za ogwira ntchito mu pulogalamuyi, zidzakhalabe zopanda pake.
Dongosolo la CRM kwenikweni ndi pulogalamu yamapulogalamu. Ndipo ngwazi ya "Minor" ya Fonvizin ikanakhala yolondola pankhaniyi ngati itanena kuti popeza ikugwiritsidwa ntchito, zikutanthauza kuti iyenera kugwiritsidwa ntchito pa chinachake. Mwakutero, kuti athandizire pazoyeserera zonse zamakampani kuti apange malonda ndi ntchito zamakasitomala. Kupereka chitsanzo china, CRM ndi chothandizira kufulumizitsa machitidwe ovuta komanso mayanjano mubizinesi.
Mbali yachiwiri ya njira yaukadaulo ndikusintha nkhani yokhazikitsa dongosolo la CRM (kuchokera pakusankha mpaka kuyamba kugwira ntchito) kumapewa a dipatimenti ya IT kapena woyang'anira dongosolo. Izi zadzaza ndi mfundo yakuti mudzalandira dongosolo lamakono kwambiri ndi machitidwe abwino, omwe adzakhalanso opanda pake chifukwa sakukwaniritsa zofunikira zamalonda, ogulitsa, chithandizo, mayendedwe - ndiko kuti, ogwiritsa ntchito akuluakulu.
Ndiyenera kuchita chiyani? Monga tanena kale, pangani kukhazikitsa njira yophatikizira, pangani gulu logwira ntchito ndikuphunzitsa antchito kuti azigwira bwino ntchito ndi dongosolo la CRM losankhidwa. Mwa njira, katswiri wamkati yemwe takambirana pamwambapa ayeneranso kukhala ochokera kumagulu ogwiritsira ntchito, osati pakati pa ogwira ntchito ku dipatimenti ya IT. Mwanjira iyi, mutha kupewanso kukakamizidwa ndi akatswiri a IT kwa ogwiritsa ntchito komanso kumva kwaukadaulo pakati pa ogwiritsa ntchito, zomwe nthawi zambiri zimatsitsa anthu. "Ndiye, bwanji za registry? Anayeretsa? Kulekeranji? Chabwino, kudzera cmd ndi regedit. Inde, mwanayo amadziwa zimenezi!β - ngati nkhaniyo iwerengedwa ndi anthu omwe ali kutali ndi kayendetsedwe ka kayendetsedwe kake, akudziwa bwino za kusokonezeka kwa mawu awa pa PC yoyamba yosamvetsetseka. Ndikupangira kunena poyankha: "Bonasi? Kodi simukudziwa momwe amalipira komanso ndalama zomwe amapeza kumapeto kwa kotala? EBITDA ndi EBIT sizinawerengedwebe, chifukwa chake tikudikirira zomwe zidawerengedwa malinga ndi RAS. "
Chitsanzo cha moyo. Osati za CRM, koma pafupi kwambiri. Kampaniyo idaganiza zosiya CRM, koma mbiri yantchitoyo idafunikira zambiri, zomwe zidasonkhanitsidwa ngati zolembera "mtundu wolipira". Zofunikira, wogwira ntchito ku IT adatsitsa - adapanga lipoti, lomwe wogwira ntchitoyo "adapotoza" mpaka tsikulo kudzera mu GUI yakale pamizere itatu. Kwa malipoti apadera, mafotokozedwe achidule ndi madongosolo adapangidwa mumtundu wa "dete - data - slice". Ogwiritsa okha adagwiritsa ntchito mafayilo a .csv omwe adakwezedwa momwe amafunikira. Koma kusintha kwa kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe kabwino ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe kabwino ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe kamwebundu kapa kapanganikambobubwinolweni kakhungwa kusungwa masinthidwe ndi chiyani, osati kwa wotsogolera zamalonda, koma pa ntchito ya IT. Anyamatawo sanamvetsetse njira zamabizinesi, machitidwe ogwirira ntchito bwino adagwa, ndipo ogwiritsa ntchito bizinesi adayamba kugwiritsa ntchito 50% ya nthawi yawo yogwira ntchito pazoyenera "zolemera" zaukadaulo zomwe zingakope ovomereza IT. Ndipo omwe amavomereza mwamwano amafuna mawu omveka bwino komanso, mwachitsanzo, mzere ".zogulitsa ndi zolipira za Marichi 2017"adasanduka"mitengo yopanda ziro pagawo lazogulitsa ndi kupezeka kwa zolipira panthawiyo 00:00:01 01.03.2017/23/59 - 59:31.03.2017:XNUMX XNUMX/XNUMX/XNUMX, kuphatikiza mitengo kuchokera patebulo_lolipirira" Zotsatira zake: amalonda adataya nthawi polemba zaukadaulo, akatswiri a IT adaseka khama lawo ndi zotsatira zake ndipo adakulungidwa zaukadaulo kuti awonenso, masiku omaliza okweza komanso kukonza malipoti kwa milungu ingapo. Awa ndi mawonekedwe odabwitsa omwe ukadaulo wamtheradi mukampani ungatenge :)
Palibe njira zamabizinesi, pali chipwirikiti cha bizinesi
Ichi ndi chifukwa chachikulu cholepherera kukhazikitsa dongosolo la CRM. Ndi zophweka: ngati mulibe masomphenya owongolera mabizinesi pakampani yanu, mulibe njira ya CRM. Inde, pamapeto pake 99% yamakampani ali ndi cholinga chopanga ndalama, koma cholinga ichi sichingakhale cholinga cha bizinesi ndi kukhazikitsa CRM. Izi ndi zotsatira za kukwaniritsa zolinga zomwe zili zogwirizana ndi kampani: kuonjezera nthawi ya kasitomala, kuonjezera chiwerengero cha malonda, kuonjezera ndalama zambiri, kuwonjezeka kwa msika, ndi zina zotero. Ndipo pazifukwa zotere, ndiye kuti, njira yoyendetsera ubale wamakasitomala (CRM), mapulogalamu ayenera kukhala ogwirizana - dongosolo lanu la CRM. Ngati simukudziwa kuti njira yanu ndi yotani ndipo simukumvetsa zomwe zikuchitika, kukhazikitsidwa kungasinthe kukhala bajeti. Koma ngati pali masomphenya kapena mwakonzeka kuwunikanso ndikuwongolera njira zamabizinesi, CRM ipatsa kampani kukana zovuta zakunja, chifukwa mudzakhala ndi maziko olimba a makasitomala apamwamba kwambiri, ma analytics ndi ma automation anthawi zonse.
Ndiyenera kuchita chiyani? Business process reengineering ndipamene kukhazikitsa kuyenera kuyamba. Tinakuuzani momwe mungachitire izi m'nkhani yathu nkhani yokhudza bizinesi ndi za kukhazikitsa. Ngati pali zovuta, gwiritsani ntchito wogulitsa kapena mlangizi wabwino pantchitoyi (osasokonezedwa ndi ophunzitsa ndi infogypsies!). Koma ndili ndi chikhulupiriro kuti njira yabwino kwambiri ya kampani ndikumvetsetsa momwe bizinesi ikugwirira ntchito, kujambula zithunzi, kugawa magawo, nthawi yomaliza ndi maudindo, kuchotsa zinthu zonse zosafunikira ndikungophunzira kuchokera kwa ogulitsa momwe angagwiritsire ntchito mawonekedwe omwe asankhidwa. CRM ndondomeko. Mwa njira, izi zitha kuchitika dongosolo litayamba kugwira ntchito - komanso, m'njira zambiri zimakhala zabwinoko.
CRM mu kampani yomwe ili ndi njira zamabizinesi osatukuka. Kodi palibe chachilendo?
Patchwork kukhazikitsa dongosolo la CRM: lidzachita!
Kukhazikitsa patchwork dongosolo la CRM ndi cholakwika china chachikulu. Zitha kuchitika m'njira zosiyanasiyana - tiyeni tiwone zitsanzo ndi anthu osiyanasiyana.
Munagula dongosolo la CRM, koma munaganiza kuti musagwirizane ndi zoikamo, ndipo mukugwira ntchito pa malipiro ochepa, mwachitsanzo, kungolowetsa deta ya makasitomala. Panthawi imodzimodziyo, muli ndi telefoni, makalata, malipoti, ndondomeko zamalonda, okonza mapulani, koma simugwiritsa ntchito izi, mukukonda kugwiritsa ntchito mapulogalamu akale. Chifukwa chake, mumagwira dala ndi kasitomala ogawika komanso kusagwira bwino ntchito kwa CRM system. Chabwino, zili ngati kugula iPhone 10 ndikuyang'ana nthawi yake, koma kuyimba mafoni ndi kutumiza mameseji kuchokera ku Nokia 3310.
Izi ndi zinthu ziwiri zodziwika bwino; mwachilengedwe, pali zina: kusafuna kusamutsa deta, kugwiritsa ntchito pafupipafupi, kulowetsa zidziwitso pang'ono, ndi zina zambiri. Komanso, khalidweli silidalira kuphweka kwa dongosolo, mawonekedwe ake, kuthamanga kwa ntchito ndi zina - chinthu chaumunthu chimapambana pano.
Zimachitikanso kuti dongosolo la CRM limayamba kuyimilira chifukwa chakuchita bwino. Dongosolo silimagwiritsidwa ntchito mpaka ogwiritsa ntchito akonza ndikuwerenga ntchito zonse; kugwira ntchito ndi dongosololi kuyimitsidwa kwa nthawi yayitali. Izi zadzaza ndi mfundo yakuti ntchitoyi sidzayamba, chifukwa n'zovuta kupanga dongosolo labwino la CRM popanda kuyamba kugwira ntchito mokwanira komanso osamvetsetsa zomwe zikuchitika. Zochita zabwino zimangobwera chifukwa chogwiritsa ntchito.
Ndiyenera kuchita chiyani? Chithandizo chabwino kwambiri cha kukhazikitsa zigamba ndikukhazikitsa kopitilira muyeso: zoikamo zovuta (mwachitsanzo, kuphatikiza ndi PBX yeniyeni, kutengera bizinesi) kuyenera kuchitidwa limodzi ndi kuyamba kwa ntchito, kulowetsa deta ndikudzaza dongosolo la CRM ndi mabungwe ogwira ntchito. . Izi, choyamba, zidzakuthandizani kuti muwone zotsatira zoyamba, kachiwiri, zidzafupikitsa nthawi yobwezera, ndipo chachitatu, zidzathandizira kwambiri kulingalira kwa dongosolo la CRM ndi ogwira ntchito, popeza kusintha kudzakhala pang'onopang'ono ndipo sayenera kutero. dziwani ma module onse ndi ntchito nthawi imodzi. Nthawi yomweyo, CRM siyenera kuphunzitsidwa "pamwamba"; muyenera kugwiritsa ntchito magwiridwe antchito kwambiri ndikupeza kugwiritsa ntchito ma module onse. Poyang'ana koyamba, zotheka zina zitha kuwoneka ngati zosafunikira, koma ndi njira yotsatsira zikuwonekeratu kuti mabizinesi amapangidwa ndi zinthu zambiri ndipo akamaliza, amakhala othandiza kwambiri.
Malipoti owunikira ndi akatswiri apamwamba (Gartner, Forrester), koma samakhala ndi machitidwe a CRM omwe ali oyenera pamtengo ndi magwiridwe antchito amakampani ang'onoang'ono ndi apakatikati aku Russia.
Malingaliro a wina pa malo ochezera a pa Intaneti mwina safuna ndemanga, koma tinakwanitsa fufuzani mu malingaliro osiyanasiyana awa. Ngati ndinu waulesi kwambiri kutsatira ulalo, ndiye mwachidule: kodi mumakhulupirirabe kuchuluka kwa malingaliro pamasamba ochezera?
Kuyika kwa mpikisano wopangidwa ndi wogulitsa ndi gwero losadalirika. Inde, poyang'ana koyamba mudzapeza kufananitsa moona mtima popanda kudzinyozetsa ndi kudzikuza, koma mu malonda ogulitsa nthawi zina mumapeza anyamata anzeru ndipo amadziwa momwe angaperekere "kafukufuku" woterowo "aliyense ndi wofanana, koma ndife ofanana." ofanana kwambiri.β
Ndiyenera kuchita chiyani? Kuwongoleredwa ndi zomwe kampani yanu ikufuna pa dongosolo la CRM, sankhani nokha, matembenuzidwe oyesa, musapusitsidwe ndi malonjezo otsatsa ndi mtundu, samalani ukatswiri wa wogulitsa. Nthawi zambiri, pangani zisankho zazikulu zamabizinesi ndi mutu wanu wanzeru, woziziritsa komanso wodekha.
Pamapeto pa positi iyi, inu ndi ine talephera kukhazikitsa kakhumi, ndipo sizinakambidwebe kuti chifukwa cha fiasco nthawi zambiri ndi kusayanjanitsika kwa mamenejala ndi mamenejala apamwamba, ziphuphu za atsogoleri a madipatimenti, malingaliro okhazikika kwa oyang'anira. ntchito, mikangano yapakati pamakampani, kusasamala kwa wogulitsa (nthawi zambiri - abwenzi omwe amawalembera mulimonse, popanda kuwunika ukatswiri wawo) komanso ngakhale momwe chuma chikuyendera m'dzikolo.
Ndiye, popeza ndizowopsa, mwina sitiyenera kuzikwaniritsa? Inde sichoncho. M'malo mwake, dzithandizeni mano ndi zambiri ndi kukhazikitsa CRM m'njira yomwe opikisana nawo sangathe. Kunena mwachidule, CRM iyenera kuthetsa mavuto awiri: kupangitsa kuti ntchito ya mamanenjala ikhale yosavuta komanso kuwonetsetsa kuti oyang'anira azigwira ntchito mowonekera. Ntchitozi zimapindulitsa wogwira ntchito aliyense m'bungwe; amawathandiza mwachindunji kusiya chizolowezi ndikuyamba kupeza zambiri. Inde, kukhazikitsa CRM si "mphindi 15", ndizovuta komanso zovuta, koma izi ndizochitika pamene masewerawa ali ofunika kandulo.