Kodi mungalephere bwanji kukhazikitsa dongosolo la CRM?

Mmodzi mwa anzanga ankafunadi kukhala ndi iPhone 4S. Ndiye kunangokhala kutalika kwachiwonetsero. Atalandira bonasi, adasiya tchuthi chake ndikugula - zoyera, zolemera kwambiri, nsanje ya ntchito yonse yamalonda. Patapita kanthawi, anayamba kudandaula kuti sanamvetse zomwe aliyense anapeza mu ma iPhones awa, woyimba ndi woyimba, koma ankawopa kuponya, ndipo zithunzi sizinali zoipa. Polankhula za mapulogalamu, ntchito, kusindikiza zithunzi, zosintha ndi zina, adanena kuti adazimitsa intaneti chifukwa inali yodula komanso yosangalatsa. Chifukwa chake, adatembenuza foni yam'manja yapamwamba nthawi yake kukhala njerwa yolira. “Opusa chotani nanga!” tinaseka; oŵerenga ena mwinamwake analingalira chinthu chomwecho.

Sindinaganize choncho kwa nthawi yayitali-popeza ndakhala ndikugwira ntchito ndi kukhazikitsa mapulogalamu abizinesi. Kusuta Kazbek ndikupulumutsa pa machesi ndi mawu abizinesi ang'onoang'ono ndi apakatikati pa chilichonse chokhudzana ndi IT. Zotsatira zake: kusachita bwino, kulephera kukhazikitsa, kutsitsa ndalama, kudana ndi mapulogalamu onse nthawi imodzi komanso kunyoza ntchito zopambana.

Kawirikawiri, lembani njira zolephera kukhazikitsidwa kwa CRM, kapena mapulogalamu aliwonse - pambuyo pake, munthu wanzeru amaphunzira kuchokera ku zolakwa za ena.

Pali ziwerengero zomwe kuchokera ku 20% mpaka 60% ya ntchito za CRM zimalephera kapena sizikwaniritsa zomwe akuyembekezera. Kunena zoona, ziwerengero zachilendo: choyamba, mphanda wotere wa makhalidwe abwino, kachiwiri, ndi CRM iti komanso m'dera liti, chachitatu, wogulitsa kapena wokondedwa? Kwenikweni, kwa gulu lathu lachitukuko RegionSoft CRM Zikuwonekeratu zomwe timakonda kunena komanso komwe manambala awa amachokera. Ziwerengerozo mwina zikuphatikizapo kukhazikitsa pang'ono (pamene pulogalamuyo ikugwiritsidwa ntchito pang'onopang'ono ntchito ndipo sizikukondweretsa kampani konse), kukhazikitsidwa kopanda phindu (kampaniyo simakonda zonse, koma ikupitiriza kugwiritsa ntchito makina omwe adalipira. ), etc. M'malo mwake, pakhoza kukhala zifukwa zingapo zolepherera, ndipo bizinesi iliyonse idzawapanga kukhala apadera, koma kwenikweni ndizotheka kuzindikira mndandanda waukulu koma wopanda malire wazifukwa zomwe sizikuyenda bwino komanso zosagwira ntchito za machitidwe a CRM. Gulu lathu latolera zabwino kwambiri, ndipo ndi okonzeka kukuuzani za iwo. Osayika ma cones anu - phunzirani za anthu ena!

Izi ndi zomwe makampani amawoneka ngati omwe agula CRM ndikuigwiritsa ntchito pang'ono kapena ayi.

Ngati simukutsimikiza, musagwiritse ntchito

Mwa zina, mwina chotsogola ndicho kusayang’ana zolinga za kampaniyo. Nthawi zambiri makampani amayang'ana dongosolo la CRM osati chifukwa chowonjezera malonda, kukhathamiritsa njira zamabizinesi, kapena kukulitsa ntchito yabwino, koma chifukwa cha "chotero." Uku ndikukhazikitsa kosachita bwino: palibe kumvetsetsa momwe mungagwiritsire ntchito chida, zomwe zikutanthauza kuti zikhalabe zosadziwika.

Ndiyenera kuchita chiyani? Tsimikizirani zolinga za kampaniyo komanso zolinga zakukhazikitsa dongosolo la CRM. Ndikofunikira kuti zigwirizane, mwa kuyankhula kwina, zikhale zogwirizana. Njirayi ndi yophweka: tengani pepala, lembani zolinga za kampani (makamaka ndi dipatimenti kapena wogwira ntchito), tengani yachiwiri ndikulemba zolinga za CRM kukhazikitsa. Kuyambira nthawi ino, mumayamba kupanga zofunikira pa dongosolo la CRM, lomwe mungayambe kugwira ntchito ndi ogulitsa. Ndikofunika kwambiri kudziwa zolinga zanu ngati kampani yanu ikuchita zinthu zinazake: kutsatsa, kusindikiza, chithandizo chamankhwala, mayendedwe, ndi zina.

Chitsanzo cha moyo. Kampaniyo idachita zinthu zingapo ndipo pomaliza idayamba kusankha CRM. Popeza kampaniyo inali ku Moscow, osaganizira kawiri, adagula CRM kutengera malingaliro akuti "ndi mawu apanyumba." Othandizana nawo ogulitsa adapereka chiwonetsero chochititsa chidwi ndikugulitsa mwamphamvu (anamaliza mgwirizano wobwereketsa pansi pa chitsanzo cha SaaS) mipando 27. Zinadziwika mwachangu kuti CRM sinali yoyenera mtundu wa zochitikazo; kuphatikiza apo, inali "yopunduka" pa kasitomala wa imelo, ndipo kwa kampaniyo izi zinali zovuta kwambiri. Pambuyo pa miyezi isanu ndi umodzi yachizunzo ndi ngongole zazikulu zosinthidwa, mgwirizano wa dongosolo la CRM unathetsedwa. Chifukwa chake ndi chophweka: kampaniyo sinakhazikitse zolinga, ndipo bwenzi la wogulitsayo sanaganize ngakhale kufunsa za iwo - bwanji, pamene mungathe kutseka mgwirizano?

Wina amafunikira CRM kuti awonetsedwe

Pazaka 12 za kukhazikitsa RegionSoft CRM Tinazindikira kuti sizichitika kawirikawiri kuti gulu lonse liri lokonzeka kuvomereza dongosolo la CRM ndikuthandizira kuti ayambe kugwira ntchito mofulumira kwambiri. Iyi ndi nkhani yongopeka. Nthawi zambiri, kukhazikitsidwa kwa dongosolo la CRM kumayikidwa kuchokera pamwamba: malangizo amaperekedwa, kukhazikitsa kumachitika, maphunziro amachitika (zabwino kwambiri!), ndipo ntchito imayamba. Zonse. Palibe amene adafunsidwa, palibe zopempha za aliyense zomwe zidaganiziridwa, otengera oyambirira sanagwiritsidwe ntchito, ndipo pambuyo pake ambiri adanyalanyazidwa.

Zikatero, kukhazikitsidwa kumatha kukhala kopambana chifukwa cha zomwe oyang'anira apamwamba achita komanso zoyesayesa za wogulitsa, koma kukhazikitsidwa kwa dongosololi ndikuyamba ntchito yake yopindulitsa kumayimitsidwa kwamuyaya, chifukwa mafunso, kumenyedwa mwakachetechete komanso ngakhale kunyalanyadi kumayamba. . Ogwira ntchito sali okonzeka kuvomereza zatsopano; amawopa kuwongolera ndikumangitsa zomangira pakampani. Chifukwa chiyani? Chifukwa dongosolo la CRM lidakhazikitsidwa kuti liwonetsedwe, osati ntchito - mwachitsanzo, kuti CIO kapena CTO idalandira mabonasi apachaka a automation. Iyi ndiye malo ochezera amakampani.

Ndiyenera kuchita chiyani? Inde, muzochitika zamakampani, malangizo ochokera kumwamba siachilendo, ndipo nthawi zina sikoyenera ngakhale kupewa zisankho zoterezi. Koma pankhani yokhazikitsa mapulogalamu omwe aliyense adzagwiritse ntchito, zinthu zimakhala zosiyana: ngati ogwira ntchito sakuthandiza polojekitiyi, iwo, ngati salephera, ndiye kuti adzawasokoneza. Choncho, kukhazikitsa kuyenera kukhala chisankho chamagulu onse: ndi zifukwa, kukambirana, kusonkhanitsa zofunikira ndi maphunziro apamwamba a sitepe ndi sitepe. Izi sizikupatulapo mavuto otengera pulogalamu yatsopano, koma dipatimenti iliyonse idzakhala ndi chidziwitso cha omwe adzaigwiritse ntchito komanso momwe angagwiritsire ntchito. CRM ndondomeko.

Chitsanzo cha moyo. CIO ya kampani yaying'ono koma yolemera idaganiza kuti pakufunika dongosolo la CRM. Poyamba anapita ku SAP, ndiye kuti sizinagwire ntchito ndipo adapeza mtengo wokwera mtengo kwambiri komanso panthawiyo CRM yodziwika kwambiri yotumizidwa kunja popanda ofesi yoimira ku Russia. Anyamatawo anachokera ku Canada, anapereka mphatso zapamwamba (zida zomwe sizinamveke mu 2010), ndipo adakhazikitsa CRM ndi ... mawonekedwe a Chingelezi mkati mwa chaka. Chilichonse chikanakhala bwino, koma zaka zambiri za ogwiritsa ntchito zinali zaka 38, ndipo akazi ochita malonda, ogulitsa katundu, akatswiri a zolemba ndi othandizira amangodziwa "Made in China" kuchokera ku dikishonale ya Chingerezi. Kugwiritsa ntchito CRM kunaphatikizidwa mu KPI. Aliyense adayamba kutaya ndalama zambiri chifukwa maphunzirowo anali okhazikika "lozani apa, lozani apo, pangani pempho." CRM idasiyidwa, antchito adakwiya. Pambuyo pa chaka china cha kuchotsedwa ntchito ndi kunyanyala, ntchito ya chitetezo inayambitsa kufufuza kwa mkati, CIO inathamangitsidwa popanda "parachute ya golide", koma ndi kukankha - mfundo za kickback zinawululidwa. Mwa njira, CRM sinayambe yakhazikitsidwa mu kampaniyo; aliyense amagwiritsa ntchito njira ina yomwe imafanana ndi CRM. Kampaniyo sinathe kukana kulandidwa.

Kusazindikira ndi maphunziro

Ngakhale ogwiritsa ntchito apamwamba amatha kudabwa pang'ono akawona mawonekedwe atsopano kwa nthawi yoyamba. Kodi tinganene chiyani za ogwiritsa ntchito mochedwa kutengera nthawi - mwachitsanzo, wogulitsa adagwiritsa ntchito 1C kupanga ma invoice ndipo anali asanawonepo mapulogalamu ena aliwonse, ndipo mwadzidzidzi mawonekedwe atsopano adawonekera patsogolo pake, nthawi zina zosiyana kwambiri ndi 1C. Psychology ya banal imabwera - kukana chilichonse chatsopano. Pazifukwa izi, chinthu choyipa kwambiri kuchita ndikusiya maphunziro amalonda kapena kuyisintha kukhala nkhani yokhazikika. Wogwira ntchito wosaphunzitsidwa, wosiyidwa kuti agwiritse ntchito kapena kuti athandizire pulogalamuyo, amatha kusiya ntchito yowopsayi ndikubwerera ku 1C kapena Excel. Iye ndi wodziwika bwino komanso womasuka mwa iwo. CRM idzataya tanthauzo lonse.

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).

• Funsani zida zonse zophunzitsira kuchokera kwa ogulitsa: makanema, zolemba, malangizo, malamulo. Ngati zonse zikuyenda bwino ndi wogulitsa, zida zonse zimapezeka kwaulere komanso zisanachitike: mwachitsanzo, zolembedwa zathu zitha kutsitsidwa mugawo lotsitsa lachiwonetsero, ndipo owerenga nkhaniyi amatha kutsitsa mosavuta. kudzera mwachindunji ulalondi makanema onse akupezeka pa Youtube - tinajambula malangizo pa "malo" ovuta kwambiri komanso ofunika kwambiri a RegionSoft CRM 7.0, monga KPI, kuwerengera ndalama, kuyika. Chilichonse ndichotsegula, monganso zolemba zathu 78.
• Osathamangira maphunziro. Wogulitsa, ngati wakhala pa msika kwa nthawi yayitali ndipo sakulima kwa mnzanu wina yemwe ali ndi zinthu zopanda pake, amadziwa zomwe muyenera kumvetsera poyamba, zomwe zimayambitsa mavuto aakulu, choncho adzakuphunzitsani. mwaukadaulo. Osawopa kuti wogulitsa adzatambasula maphunzirowo kuti apereke ndalama zambiri pa ola limodzi - timayamikiranso nthawi yathu, ndipo nthawi zambiri zimakhala zodula kwambiri kuposa ola la maphunziro :)
• Pangani ukatswiri wamkati. Panthawi yogwira ntchito ya CRM, mafunso adzabuka, ogwiritsa ntchito atsopano, zosowa zatsopano - ndipo wogwira ntchito yemwe amadziwa dongosolo la CRM mkati ndi kunja adzatha kuthetsa nkhaniyi mwamsanga komanso mwaluso.
• 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!

Dongosolo la CRM silikugwira ntchito

Ayi, popanda zovuta kuganiza kuti mudzagula CRM ndipo sizidzayamba mwadzidzidzi. Izi sizichitika ndi ogulitsa kwambiri. Pali zinthu zinayi zazikulu zomwe zingachitike pano.

1. 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.
2. 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.
3. Kufunika kogula chinthu china: kasitomala wa imelo, ntchito yamakalata, ma DBMS omwewo, mapulagini ndi zowonjezera kuti muthetse ntchito zomwe zikuwoneka ngati zofunika kwambiri. Simupeza magwiridwe antchito omwe mukufuna mu CRM yanu ndipo mumakakamizika kupeza ndalama zowonjezera kuti muyambe kuyigwiritsa ntchito mokwanira.
4. 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!” - 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.

Chabwino, lamulo limodzi losasinthika: ngati bizinesi yasintha, nthawi yomweyo pangani kusintha kwa CRM system.

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.

• Mwakhazikitsa dongosolo la CRM ndipo mukufunikira zosintha zina (mwachitsanzo, malipoti apadera, kasinthidwe ka calculator mkati mwa RegionSoft CRM, etc.), koma pazifukwa zina mumaganiza kuti musamulipire wogulitsayo komanso osathetsa mavutowa nokha. Chifukwa chake, kampaniyo imalandidwa mwayi wogwira ntchito ngati ikufunika kapena ikuyang'ana zida zowonjezera, kubweza ndalama zambiri pamapulogalamu owonjezera.
• 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.

Tsitsani fayilo yokhala ndi mawonekedwe ozungulira - zidzakhala zothandiza kwa inu mulimonse.
Tsitsani fayiloyo ndi malangizo ogwiritsira ntchito.

Onani momwe mungagulire yamphamvu RegionSoft CRM yokhala ndi kupanga, nyumba yosungiramo zinthu, KPI, okonza mapulani ndi njira zosavuta zamabizinesi - ndi kuchotsera 15% mpaka kumapeto kwa Marichi.

Anagulidwa ndi kuyiwalika

CRM idangogulidwa (nthawi zambiri kubwerekedwa), koma osakwaniritsidwa. Iyi ndi nkhani yodziwika bwino: ambiri aife timalipira zolembetsa zomwe sitigwiritsa ntchito; makampani ali ndi ndalama zolipiridwa nthawi zonse koma osakonzedwa kapena kungogwira ntchito molakwika, Yandex.Direct, blog pa Habré, ndi zina zambiri. utumiki sikugwiritsidwa ntchito. Zomwezo zimachitika ndi dongosolo la CRM - limalipiridwa, ndipo chabwino, tatsala pang'ono kuyamba, tatsala pang'ono kukhala ndi msonkhano ndipo tidzagawa maudindo, za izo ... Kwenikweni, uku ndi mtundu wozengereza. mlingo wamakampani.

Ndiyenera kuchita chiyani? Choyamba, dziwani chifukwa chake izi zidachitika: kodi dongosolo la CRM ndizovuta, pang'onopang'ono, silimapereka kuthekera kofunikira? Ndipo limbanani kale ndendende zifukwa izi, ndiyeno chitanipo kanthu kuti mugwiritse ntchito pulogalamuyo kapena kuyisintha ndi njira yofananira, koma yoyenera.

Umbombo wa fraer unawonongeka

Kukambirana ndi wogulitsa ndi njira yabwino yophera kukhazikitsa ndikulipira kawiri. Wogulitsayo amagwirizana ndi kuchuluka kwanu ndipo adzakonza njira zake, zomwe zidzachititsa kuti kuchepa kwa ntchito kuchepe. Tiyeni tiwulule chinsinsi: kwa mabizinesi ang'onoang'ono ndi apakatikati, CRM ndiyotsika mtengo, ndipo kupulumutsa ma ruble masauzande owonjezera kumatha kuwononga kukhazikitsa kwakukulu.

Ndiyenera kuchita chiyani? Choyamba, musapusitsidwe ndi malonjezo a dongosolo la CRM laulere ndi CRM ndi kuchotsera 70%. Ichi ndi chifukwa choyamba chomwe chimayambitsa chikhumbo chofuna kusunga ndalama - bwanji kulipira ngati zili zaulere?! Ndikofunika kumvetsetsa kuti dongosolo la CRM silimawononga ndalama zambiri monga momwe zalembedwera pamndandanda wamitengo, kukhazikitsa nthawi zambiri kumakhala kokwera mtengo. Polipira kukhazikitsidwa kwa dongosolo la CRM, mukuyika ndalama mubizinesi yanu ndikukula kwake. Izi, komanso chitetezo chamakampani (chomwe, mwa njira, chimaphatikizapo dongosolo la CRM), sichiyenera kusungidwa.

CRM ndi yogulitsa kokha!

Kuyang'ana pa CRM kokha pazogulitsa zokha komanso kugwiritsa ntchito dongosolo ngati mndandanda wazomwe mungachite komanso mndandanda wamayimbidwe ndi cholakwika china chofala. Ndipo msika ndi wolakwa, umene mwamtheradi zonse zimatchedwa CRM: kuchokera ku kope lamagetsi mpaka pafupifupi ERP. M'mbuyomu, panali magawano mu SFA ndi CRM, ndipo chomalizacho chinapatsidwa udindo wolondola wa chida chapadziko lonse chopangira mabizinesi onse okhudzana ndi makasitomala, osati kungogulitsa.

Ngati CRM ikugwiritsidwa ntchito kokha ngati njira yogulitsira malonda + njira yosungiramo makasitomala, zidzakhala motere: ntchito ikuwoneka ikukula ndipo ngakhale ndalama zikukula, koma kukula kuli kwakukulu. Ndipo ngati musamala za momwe antchito amachitira ndikufufuza njira zamabizinesi, kukula kumachedwa, koma kwakukulu. Mwa njira, njira yabwino ndikuphatikiza kugwiritsa ntchito kwambiri dongosololi ndikuwonjezera kuthekera kwake ndikukwaniritsa kupita patsogolo (kukhazikitsa komweko pang'onopang'ono komwe tidalemba pamwambapa).

Ndiyenera kuchita chiyani? Gwiritsani ntchito dongosolo la CRM mokwanira, osati kungogulitsa. Mwachitsanzo, mu kampani yathu timagwiritsa ntchito RegionSoft CRM kwa malonda, malonda, malonda, chithandizo chamakono komanso, ndithudi, zolinga zachitukuko. Makasitomala athu amagwiritsa ntchito ngati pulogalamu yosungiramo zinthu komanso kasamalidwe kazinthu ndi kupanga, etc. Popeza ma module ogwirizana amaperekedwa, bwanji osatero? M'malo mwake, pali ma CRM ochepa ogulitsa omwe atsala pamsika, chifukwa chake gwiritsani ntchito mipata yonse yomwe mwapatsidwa ndipo mudzazolowera kutulutsa kwakukulu kwa gulu lodzichitira nokha.

Sindinasankhe ndekha, koma ndinalangizidwa

Kusankha CRM kutengera njira zachilendo kwambiri ndi njira yowononga yowononga. Kusankha CRM "ndi malingaliro a munthu wina" ndikofanana kwambiri ndi njira yochitira chinyengo kusukulu: zikuwoneka kuti mudang'amba mosaganizira, koma palibe phindu, kuvulaza koyera. Gwirizanani, ndizopanda nzeru kuti akuluakulu achite izi, makamaka m'njira yamtengo wapatali komanso yofunika kwambiri - mu bizinesi kapena ntchito yanu.

Mu positi yapitayi, chizindikiro chinawonekera mu ndemanga kukambirana za momwe kampani inayake imayendera kusankha kwa CRM. Wogwiritsa ntchito Habr molimbikira mwadala adatiukira ndi funso loti kuyerekeza kwathu ndi omwe akupikisana nawo kuli kuti, chifukwa chiyani kutsatsa uku RegionSoft Sindinakonzekere kutulutsa fayilo yotere. Tidafotokoza zomwe tidachita ndipo tinakonzekeranso mawu ena okwiya pamutuwu, koma pakadali pano takhazikika ndipo tifotokoza zoyambira zolakwika kwambiri posankha dongosolo la CRM.

• Mavoti, nsonga, mindandanda ndizopanda pake, chifukwa chilichonse chomwe chili mkati mwake chimakhala chokhazikika, ndemanga nthawi zambiri zimakhala zabodza, ndipo malo apamwamba amagulidwa bwino.
• 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.”

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.

tili zochita “Masika. Tiyeni titambasule mapiko athu! - kuchotsera pa mapulogalamu onse amtundu wa RegionSoft Developer Studio, kuphatikiza chikwangwani chathu RegionSoft CRM m'mitundu yonse (CRM yamabizinesi ang'onoang'ono ndi apakatikati).

Njira yathu mu Telegraph, momwe, popanda kutsatsa, timalemba osati zinthu zokhazikika za CRM ndi bizinesi.

Source: www.habr.com