Mtengo wa CRM 2020

Makampani a IT ndi malo osayamika, ndipo zoneneratu ndizofanana ndi nyengo yachilimwe yatha: mudzazizirabe. Kapena kunyowa. Kapena kudwala dzuwa. Koma, monga nthawi yawonetsera, tidachita ntchito yabwino ndikulosera kwathu kwa 2019, chifukwa chake tidaganiza zogawana machitidwe a 2020 CRM momwe timawaonera pamabizinesi ang'onoang'ono ndi apakatikati. Tidabwera ndi 11 yosadziwika bwino, ndipo ndi zophiphiritsa zotani kapena zowoneratu zomwe zingakhalepo mu uinjiniya? Chilichonse chomwe timalemba ngati zomwe zikuchitika, malinga ndi gulu lathu, zimachokera pazaka 14 zakuchitikira pamsika wa CRM, zomwe zikuchitika masiku ano, komanso zopempha zamakasitomala athu. Mwachidule, timayima mogwirizana ndi zolosera zathu.

M'nyengo yozizira iyi, iyi ndi njira yokhayo yodziwira nyengo 🙁

Zofunika! Zoneneratu izi zikugwira ntchito ku msika waku Russia komanso makina opanga makampani ku Russia ndi CIS. Misika yakumadzulo ndi US ali ndi machitidwe osiyana kotheratu, ndipo, zowonadi, zomwe zikuchitika pano. 

Ngakhale ma dips omwe ali ndi chidwi ndi CRM amangowonedwa panthawi yatchuthi, 2018-2019, Russia + CIS, Yandex

CRM pamapeto pake ipitilira kugulitsa

Opanga makina a CRM akupitilizabe kupanga malonda awo mozungulira tropes monga "kukhazikitsa dongosolo la CRM kumawonjezera malonda ndi 50%," chifukwa ogwiritsa ntchito akhazikika ndi lingaliro loti dongosolo la CRM likulitsa malonda. Komabe, uku ndikumvetsetsa kwakanthawi kwa CRM: machitidwe ambiri adakhalapo njira zothetsera bizinesi yomaliza mpaka-mapeto, kuchokera kwa mlembi kupita kwa CEO, kuphatikiza mayendedwe, kupanga, kutsatsa, ndi malonda. 

Tsopano zoyambira zonse zidapangidwa kuti mabizinesi azindikire mphamvu zonse zogwira ntchito Machitidwe a CRMPali mfundo zingapo zomwe ndikufuna kutsindika mu 2020 ndikulowa m'maganizo mwa ogwiritsa ntchito makina a CRM.

• Njira zamabizinesi ziyenera kupangidwa ndi kampani iliyonse, mosasamala kanthu zamakampani kapena kukula kwake. Kupanga ntchito zanthawi zonse ndikugawa magawo ndi maudindo momveka bwino kumapulumutsa ndalama za kampani ndikumasula zida zogwirira ntchito (zomwe, mwachidziwikire, siziyenera kuchepetsedwa, koma kugwiritsidwa ntchito moyenera).
• Dongosolo la CRM liyenera kukhala likulu la mapulani amunthu payekha komanso gulu, kulola oyang'anira ndi anzawo kuwongolera nthawi mkati mwa gulu. Ndipo ndikhulupirireni, okonza mapulogalamu ena a CRM ndi amphamvu kwambiri kuposa Google Calendar (ndi otetezeka kwambiri!).
• Bizinesi iyenera kuwona CRM osati ngati chida chogulitsira, koma ngati chida chachitetezo, popeza imasunga zolemba zamakasitomala onse (makasitomala), ma deal, ndi zochitika zambiri. Kutha kupatsa mwayi wogwira ntchito aliyense (osagwiritsidwa ntchito kawirikawiri, komanso mosayenera) ndikofunikiranso. Simufunikanso kuchita kusaka mfiti ndikuyang'ana wogwira ntchito aliyense-kukhazikitsa njira zotetezera dongosolo limodzi la CRM ndikokwanira, ndipo woyang'anira bizinesi amagona mosavuta.

Yesani kuwona bwino za CRM. Mwa njira, mukhoza kukopera buku lathu RegionSoft CRM ndikuwona zomwe dongosolo limodzi lingathe kuchita - pafupifupi masamba 400 ofotokozera kuthekera kwa dongosololi ali kutali ndi malonda chabe (Ulalo wotsitsa wachindunji wopanda ma virus kapena zonyansa zinaPofika chaka cha 2020, tayesetsa kupanga makina omwe ali ndi zofunikira zonse komanso, makamaka, ntchito zamabizinesi, zopanda AI kapena masensa a mtima. Tonse ndife zabizinesi.

Mabizinesi ang'onoang'ono adzalowera ku omnichannel

Zaka zitatu mpaka zisanu zapitazo, njira zoyankhulirana zazikulu pakati pa mabizinesi ndi makasitomala zinali telefoni (IP telephony) ndi imelo. Masiku ano, zinthu ndi zosiyana: makasitomala ndi alendo a pawebusaiti amatha kubwera kuchokera pamacheza apatsamba, Telegalamu, Yandex chat, ndi malo ochezera a pa Intaneti (zofunika kwambiri kwa B2C). Dongosolo la CRM, monga pulogalamu yayikulu yoyendetsera bizinesi yamakampani, ili ndi ntchito yosonkhanitsa, kukonza, ndi kusunga zidziwitso pazokambirana zonse zofunika. Izi zitha kuchitidwa padera panjira iliyonse, kapena, mwachitsanzo, kusonkhanitsa deta yonse kuchokera ku imelo ndi macheza awebusayiti ndikuziphatikiza mu CRM. Njira yothetsera vutoli ndi yabwino kwambiri pokhudzana ndi chitetezo ndi bungwe la deta: kugwirizana kochepa kwakunja kumachepetsa chiopsezo cha kuthyolako kosadziwika komanso kulowetsa dongosolo.

Omnichannel ipitiliza kusinthika kuti iwonetsetse kuti makasitomala amalumikizana m'njira yabwino kwa iwo, osati kulamulidwa ndi pulogalamu yanu. Chifukwa chiyani muyenera kuganizira izi?

• Simudzataya kasitomala m'modzi kapena mlendo wokonda tsamba lawebusayiti.
• Mudzakhala ndi deta zambiri mu gawo loyamba.
• Kutsatsa kotsata ma Channel kulipo kwa inu (komabe, uwu ndi uthenga wotsatsa womwe umakhala wotsutsana kwambiri, ndiye lingalirani momwe zilili zoyenera komanso zoyenera kuti "muthamangitse" kasitomala pamalo ake enieni).
• Mupeza zomwe mungafanane ndi ogwiritsa ntchito omwe amapewa kuyimba foni komanso kulankhulana ndi malonda, mainjiniya, ndi chithandizo. Kuphatikiza apo, kudzera m'makalata, oyang'anira makampani amakhala ndi nthawi yochulukirapo yoganizira gawo lawo la zokambirana, kuwongolera kwambiri chidziwitso chomwe chaperekedwa.

Analytics m'manja mwa mabizinesi ang'onoang'ono

Izi zachitika zaka zambiri, zakhalapo kuyambira pomwe makina oyambira a CRM adapangidwa, komabe mabizinesi ang'onoang'ono akungolandira ma analytics. Kutengera kuchedwa uku kudachitika pazifukwa ziwiri: 1) mabizinesi sanafunikire kusanthula ndipo amayang'ana kwambiri malonda; 2) panalibe chikhalidwe chamalonda chofala chogwiritsa ntchito deta. Zinthu zasintha: 1) m'malo opikisana osagwirizana ndi mtengo, chidziwitso chakuya cha kasitomala aliyense chimalemeretsa; 2) ma analytics abwera ku malonda ang'onoang'ono omwe ali ndi Yandex.Metrica ndi Google.Analytics-zidziwitso za digitozi zakakamiza amalonda ang'onoang'ono kuti aganizire zazitsulo, kusanthula, ndi kusintha. Komabe, tsoka, izi sizinaperekedwe, koma zangochitika zokha, ndipo zipitilira mu 2020.

CRM yokhazikitsidwa bwino ndiye maziko odziwa bwino kasitomala aliyense, wopatsa mwayi wochita chidwi ndi chithandizo pambuyo pogulitsa. Ndipo izo zikutanthauza ndalama. Zachidziwikire, 2020 sichikhala chaka chabata komanso chabata malinga ndi momwe chuma chikuyendera, kutanthauza kuti nkhondo ya kasitomala aliyense ikulirakulira. Mukufuna kupulumuka? Landirani ma analytics mu dongosolo lanu la CRM; zotsatira zake zidzakhala zachangu komanso zopindulitsa. Ngakhale simupanga makina apamwamba kwambiri, mumangosiya kutsitsa manambala ndikujambula.

Ntchito zovuta zidzakula - tsoka

Kunena zowona, sitikukondwera ndi izi, koma ndi chitukuko chaposachedwa ndipo chidzangokulirakulira. Ma CRM aggregators akubwera lero omwe amangogulitsa, ndipo operekera alendo akupereka mwachangu osati kuchititsa, koma VDS yokhala ndi CRM, 1C, ndi Office yomangidwa. Kuchokera pamalingaliro a manejala wamba, wamkulu, kapena wowerengera ndalama, ndizabwino kwambiri: kutumizidwa mwachangu, palibe mapangano a IT, osagwiritsa ntchito ndalama zambiri, chilichonse chimayendetsedwa ndi ma admin a chipani chachitatu, palibe kupsinjika. Ndipo chofunika kwambiri, ndizopindulitsa, ndipo mumangofunika kugwira ntchito ndi kampani imodzi. Izi ndi zomvetsa chisoni—ndipo ndichifukwa chake.

• Zowopsa sizimagawidwa: ngati wopereka chithandizo akukumana ndi zovuta zaukadaulo kapena zamalonda, mutaya chilichonse nthawi yomweyo ndikukumana ndi nthawi yopumira yomwe simungathe kuyisintha.
• Machitidwe oyikiratu pa ma seva akutali nthawi zambiri amakhala ndi zoletsa pakusintha masinthidwe, makonda, kukulitsa, ndi zina zambiri.
• Ndalama zolembetsera ntchito zotere (ndipo nthawi zonse zimakhala zolipira) pazonse zidzadutsa mwachangu mtengo wogulira ziphaso zamapulogalamu (CRM kapena 1C yomweyo), mtengo wa umwini udzakhala wofunikira, makamaka kukampani yaying'ono.
• Simungakhale otsimikiza kuti deta yanu ndi yotetezeka komanso kuti muli ndi zosunga zobwezeretsera zaposachedwa - ngakhale kuthekera kwa kuwukira kapena chinthu chamunthu sikungaletsedwe.

Samalani posankha mautumiki oterowo.

Micro CRM - osati kwa aliyense, koma ndikofunikira

Machitidwe a CRM akukhala ovuta komanso osinthasintha. Tikuwakulitsa mosalekeza. RegionSoft CRM kwa zaka zambiri ndipo tikuwona kukula kumeneku mu chitsanzo chake. Ichi ndichifukwa chake tidayenera kulekanitsa madipatimenti okonza ndikupereka bizinesi iliyonse mtundu wake (ngakhale aliyense ankakonda kwambiri RegionSoft CRM Professional). Komabe, pali makampani omwe ngakhale mitundu yoyambira ya CRM yomwe ikupezeka pamsika siyoyenera. Zomwe amafunikira ndikulemba pempho la kasitomala kamodzi, kuyimba foni, "kutsogolera" kugulitsa, ndikutseka. Awa ndi mabizinesi ang'onoang'ono ndi ang'onoang'ono omwe sanakonzekerebe kulipira ma analytics, deta yoyambira, mafomu opangira zinthu zovuta, njira zamabizinesi, ndi china chilichonse. 

Makampaniwa amafunikira ma CRM ang'onoang'ono - mayankho osavuta amtambo omwe amatha kuthana ndi zovuta zamabizinesi popanda kukhazikitsa zovuta kapena maphunziro, ndipo makamaka pamtengo wotsika. Chifukwa chake, mabizinesi akuyang'ana ma CRM osavuta. M'mbuyomu, sitinazindikire izi chifukwa tinali kugwira ntchito limodzi ndi CRM yogwira ntchito komanso yamphamvu. Vumbulutso linadza pamene tinamasula athu Njira yosavuta yopezera matikiti ya ZEDline Support: Makasitomala adawonetsa chidwi nawo ndendende ngati CRM yophweka (kugulitsa ngati pempho, telefoni, mtengo wantchito, ma status - izi ndizokwanira kwamakasitomala ena ang'onoang'ono ndi mabizinesi ang'onoang'ono). 

Izi ndizochitika zabwino: kuchokera ku makina "aang'ono" oterowo, mabizinesi posakhalitsa adzasintha kukhala makina akuluakulu ndipo adzatha kupindula nawo mofanana ndi makampani akuluakulu, kutanthauza kuti akhoza kukula pogwiritsa ntchito analytics, kugwira ntchito ndi KPIs, ndikuwongolera ndondomeko zamalonda. Ndi imodzi mwazinthu zabwino kwambiri zomwe taziwona. 

Low-code ndi msampha kwa oyang'anira

Mu 2019, lingaliro la code yotsika linabwerera kudziko la CRM. Awa ndi nsanja zomwezo monga kale, koma pamapeto pake adapeza dzina lotsatsa. Wopanga ma process omwe ali ndi BPMN notation support? Ndi code yotsika! Wosintha UI wowoneka? Low kodi. Kwenikweni, mkonzi wamabizinesi owonera mu RegionSoft CRM yathu kapena kukhazikitsa mafunso mu ZEDline Support tikiti zonse ndi ma code otsika. Zodabwitsa ndizakuti, palinso mawu ofanana ndi mawu awa: NO-code.

Ndikukhulupirira kuti mutuwu upitilira kukula mu 2020. Mwa njira, ngati mukuyang'ana code yotsika kwenikweni, yang'anani nsanja ya Pega BPM, onani mndandanda wamitengo yake, ndikuwunika ngati antchito anu ali pantchitoyo. Nthawi zina zimakhala zosavuta kuphunzira chinenero cha mapulogalamu. 🙂 

Kukula kwa ma code otsika kumatanthawuza kutha kusintha dongosolo lazidziwitso kumbali ya kasitomala popanda kusokoneza kayendetsedwe ka ntchito, popanda kugwiritsa ntchito code iliyonse (kudzera mu "chitukuko"). Mwachidule, ndi nkhani yomweyi pamene wogulitsa akugulitsa CRM / ERP ndi chilimbikitso: "oyang'anira akhoza kusintha dongosolo okha popanda luso lokonzekera." Kodi mudayesapo kupanga china chilichonse chovuta kwambiri kuposa njira yofananira mu BPMN? Kodi mumakonda zojambula za UML? Chabwino, ngakhale katswiri aliyense wa IT ali wokonzeka kuthana ndi izi, osasiyanso oyang'anira wamba, ambiri omwe pulogalamuyo imayambitsidwa "pakudina batani." pentagram 1C ".     

Chifukwa chiyani Low Code sizomwe Mukufunikira

• Kuti adziwe kasinthidwe ka ma code otsika, manejala amafunikira chidziwitso chamalingaliro (monga mutu, osati kungoganiza) komanso luso lowongolera. Mwachidule, wopanga ma code otsika ayenera kuganiza ngati wopanga. Kupanda kutero, zidzatenga nthawi yayitali kuti muphunzire ndikuwongolera womanga uyu, ndikulakwitsa.
• Sikokwanira "kusonkhanitsa" ndondomeko ya bizinesi, lipoti, kapena gawo-ndikofunikira kuti muphatikize mwanzeru mumalingaliro a dongosolo lomwe mukukonzekera.
• Mwinamwake mudzakhala pa chithandizo chaukadaulo cholipiridwa ndi ogulitsa chifukwa mudzakhala ndi mafunso okhudza kugwira ntchito ndi nsanja yotsika, ndipo angasangalale kuwayankha - chifukwa chandalama zina. 
• Ogwira ntchito anu amathera nthawi yophunzira nsanja ndi chitukuko chochepa chokha, ndipo nthawi ino zikhala zowononga ntchito zawo zazikulu. Ndikosavuta kugwiritsa ntchito ndalama pazowonjezera zomwe zimaperekedwa ndi ogulitsa osati kusokoneza antchito pantchito yawo. Ngakhale mutatsimikiza kusinthira ku nsanja yotsika, njira yabwino ndikulemba ganyu kapena kupatsa munthu wodzipereka kuti agwire nawo ntchito.
• Pulatifomu yokhala ndi ma code otsika sichinthu choposa chida chomangira chokhala ndi midadada yochepa, magawo, mawilo, ndi ziwerengero. Ngati mukufuna kupanga chinthu chatsopano chomwe chimakwaniritsa zofunikira zabizinesi yanu, muyenera kulemba nambala yeniyeni (ndipo mwina, funsani wogulitsa). 
• Mapulatifomu ali ndi malire ambiri okhudzana ndi kuphatikiza, ma API, thandizo la imelo, ndi zina zambiri. Muyenera kuthana ndi mavutowa kupitilira mphamvu zama code otsika.

Sindikutsutsa kuti mapulatifomu otsika, pansi pazambiri zamalonda, aziwonetsa kukhala njira yosalekeza ya CRM yamakampani, koma sizoyenera kuwawerengera ngati supernova kapena machiritso-zonse. Ndiwo zotsatira zopindulitsa pama projekiti ang'onoang'ono opanda scalability ndi zofunikira zabizinesi zovuta, kapena, ngati tikuyang'ana mayankho okwera mtengo, makampani omwe angakwanitse kuyika ndalama kwa opanga odzipatulira (opanga) pamapulatifomu otsika.

Osalira, Alice, nthawi yako sinakwane.

M'manenedwe athu a 2019, tidaneneratu kuti matekinoloje amalankhulidwe adzafika pamakina a CRM, koma ngati: "Alice, itanani Sergey Mikhailov kuchokera ku Istok LLC." Kuneneratu kwathu kunakwaniritsidwa, ngakhale mwanjira yoyipa kwambiri: othandizira kulankhula afikadi ku machitidwe a CRM aku Russia, koma pakali pano atha kungopanga ntchito-ntchito yanzeru kwambiri kuposa kuyimba mawu. Timayima ndi malingaliro athu: pakalipano, wothandizira mawu mu CRM system ndi wongopeka komanso wokonda malonda, popanda chizindikiro cha mtengo weniweni wamalonda.  

Mawonekedwe chifukwa cha mawonekedwe apangitsa CRM kukhala yodula

M'gulu lazamalonda la IT, mutha kukumana ndi lingaliro la ntchito yabizinesi (ntchito zothandiza zomwe zimapangitsa kumasulidwa) ndi chinthu chopangidwa (chinachake chocheperako, chogulitsidwa mosavuta kwa omvera kudzera pazofalitsa ndi nkhani patsamba lamakampani). Mwachitsanzo, wopanga bizinesi kapena wokonza mapulani ndi ntchito yofunikira yabizinesi, pomwe chowunikira kugunda kwamtima kapena pedometer mu CRM yam'manja ndi chinthu chopangidwa. Nthawi zina, AI, VR, kapena masewera amatha kukhala chinthu choterocho - ngati sichikugwira ntchito pabizinesi ya kasitomala omwe akufuna. Tsoka ilo, 2018-2019 idasefukira kwenikweni pazinthu zotere: ma CRM osiyanasiyana adayamba kupereka zotsatsa (koma zomveka!), Kulembera makochi odziwika bwino abizinesi ngati anzawo, ndikuchita nawo mgwirizano wodabwitsa. Zonsezi zimawononga makampani ndalama ndipo mwachiwonekere zimabweretsa kuwonjezeka kwa mtengo wa yankho kwa wogwiritsa ntchito mapeto. 

Njirayi idzakhala yodziwika bwino chifukwa imapangitsa kuti ntchito zamalonda zikhale zosavuta, zimalola kuphatikizidwa muzofalitsa zosiyanasiyana, ndipo, ngakhale kuti zikuwoneka zopanda pake, zimakopa ogula. Chifukwa chake, sindikupatsani upangiri uliwonse - ingokumbukirani kuti ndiwe amene umalipira chilichonse chomwe chimakupangitsani kumwetulira kapena kupanga hype. Chabwino, sichinthu chachilendo kwa ife—kodi tonsefe sitimalipirira zinthu zotere m’zida zamakono, mapulogalamu, ngakhalenso zida zachitukuko? 🙂  

Mitambo idzapitiriza kukwera. Zowopsa nazonso.

Chisangalalo cha kusavuta komanso kupezeka kwaukadaulo wamtambo kumabweretsa nkhawa zachitetezo: chitetezo cha data, masanjidwe, ndi zomangamanga zamtambo zikukhudzidwa kwambiri ndi kuwukira kwakunja, zochitika zokakamiza, komanso mikangano yamabizinesi pakati pa omwe amapereka ndi malo opangira ma data. Choncho, gulu lachitatu, kukhalapo kosaoneka m'mabizinesi omwe amagwiritsa ntchito mapulogalamu amtambo muzomangamanga zawo, akukhala ndi chikoka ndikukhala chiwopsezo chowoneka ndi chenicheni ku chitetezo cha chidziwitso cha kampani.

Kusiya matekinoloje amtambo mu 2020 kungakhale, osachepera, kosamvetseka, kotero khalani ndi njira yosinthira ziwopsezo zachitetezo chazidziwitso: sungani zosunga zobwezeretsera ziwiri kapena zitatu pamaseva osiyanasiyana, sankhani ma CRM apakompyuta (omwe amakhala pa seva yanu) posungira kasitomala wanu ndi nkhokwe, ndikuwunika chitetezo chaufulu wofikira. Ngati mukukumana ndi vuto lowongolera izi, funsani kampani yotsatsa kapena woyang'anira wanu kuti akhazikitse chitetezo. Osangoyang'ana chitetezo - mavuto adzakuwonongerani ndalama zambiri. 

Mavoti apitiriza kunama

Tsoka ilo, mu 2019, maphunziro osachepera awiri adasindikizidwa omwe adayika dongosolo la CRM ngati nambala wani kapena wotsogola pamsika. Panalinso mavoti ndi ndemanga zambiri zofananira, ndipo mwambo wonse wopatsa mphoto unakhazikitsidwa wopereka njovu. Zikuwoneka kuti chikhalidwechi chabwerera ndipo chikhalabe chamoyo. Zodabwitsa ndizakuti, tinalemba chifukwa chake. Mavoti ambiri a CRM ndi abodza.Chifukwa chake yesani CRM yanu, sankhani nokha, ndipo musadalire zambiri zolembedwa ndi maakaunti a VK kapena zosinthidwa mopindulitsa ndi bungwe lina lofufuza. 

Palinso zochitika zina zingapo zomwe zingakhudze msika wa CRM waku Russia: funso lanzeru zopangapanga komanso zomwe amafuna zimakhalabe zotseguka; msika ukusefukira ndi machitidwe a CRM amodzi omwe akuyesera dzanja lawo pa maukonde odziyimira pawokha kapena othandizana nawo; kugwa kwa maukonde abwenzi awa; otsika mlingo wa zochita zokha kampani (ayerekeze 8% mu Moscow, ndipo ngakhale m'munsi m'madera); chidziwitso chochepa cha ogwiritsa; ndi zina zotero. Koma izi sizomwe zikuchitika mu 2020, koma ndizochitika zomwe tonse timakumana nazo.

Ponseponse, msika wa CRM ndiwowoneka bwino; makampani akuwonetsa chidwi pazochita zokha, kumvetsetsa zopindulitsa, kufunafuna njira zina, kufananiza, ndi kuganiza. Zochita zokha izi zikukhala zofunikira kwambiri, osati zongotengera chabe kapena "zoyenera kukhala nazo." Tikupitiriza kugwira ntchito.

Source: www.habr.com