Gawo la IT ndi chinthu chosayamika ndipo zoneneratu pano ndizofanana ndi nyengo yachilimwe yatha, mudzazizirabe. Kapena mudzanyowa. Kapena dzuwa lidzaluma. Koma monga nthawi yawonetsera, tidachita bwino ndi zolosera zathu za 2019, chifukwa chake tidaganiza zolankhula za CRM 2020 momwe timawonera mabizinesi ang'onoang'ono ndi apakatikati. Tidawapeza konse osati mophiphiritsa 11, komanso zophiphiritsa ndi luso lanji pantchito yaukadaulo. Chilichonse chomwe timapanga molingana ndi gulu lathu chimachokera pazaka 14 zakuchitikira pamsika wa CRM, zomwe zikuchitika mumakampani komanso zopempha zamakasitomala athu. Mwambiri, ndife omwe tili ndi udindo pazoneneratu.
Nthawi yozizira iyi ndi njira yokhayo yodziwira nyengo π
Zofunika! Zoloserazo zikukhudza msika waku Russia ndi makina opanga makampani ku Russian Federation ndi CIS; m'misika yakumadzulo ndi ku USA pali zochitika zosiyana kwambiri, ndipo, pakali pano, pali zinthu zina.
Pakadali pano, chidwi cha CRM chimangokhala patchuthi, 2018 - 2019, Russia + CIS, Yandex
CRM pamapeto pake ipitilira kugulitsa
Opanga machitidwe a CRM akupitirizabe kupanga zotsatsa pazifukwa za mfundo monga "kukhazikitsa CRM kumatanthauza + 50% kugulitsa," chifukwa chitsanzo choyembekezera kukula kwa malonda kuchokera ku CRM dongosolo lazika mizu m'maganizo mwa ogwiritsa ntchito. Komabe, uku ndikumvetsetsa kwakanthawi kwa CRM: machitidwe ambiri akhala akupanga njira zonse zopangira mabizinesi omaliza mpaka-mapeto, kuchokera kwa mlembi kupita kwa CEO, kuphatikiza oyendetsa zinthu, ogwira ntchito yopanga, ogulitsa ndi ogulitsa.
Tsopano zofunikira zonse zidapangidwa kuti mabizinesi azindikire mphamvu zonse zogwira ntchito . Pali mfundo zingapo zomwe ndikufuna "kudutsa" mu 2020 ndikuzikhazikitsa m'malingaliro a ogwiritsa ntchito makina a CRM.
- Njira zamabizinesi ziyenera kukhala zokha pakampani iliyonse, mosasamala kanthu za ntchito ndi kukula kwake. Kukonzekera kwachizoloΕ΅ezi ndi kugawa momveka bwino kwa magawo ndi maudindo kumapulumutsa ndalama za kampani ndikumasula zinthu zogwirira ntchito (zomwe, mwa njira, siziyenera kuchepetsedwa, koma zimagwiritsidwa ntchito moyenera).
- Dongosolo la CRM liyenera kukhala likulu la mapulani amunthu payekha komanso gulu kuti oyang'anira ndi anzawo athe kuwongolera nthawi mkati mwa gulu. Ndipo ndikhulupirireni, okonza mapulogalamu muzinthu zina za CRM ndizozizira kwambiri kuposa kalendala ya Google yomwe aliyense amakonda (ndi otetezeka!).
- CRM iyenera kuwonedwa ndi bizinesi osati ngati chida chogulitsira, koma ngati chida chachitetezo, popeza imasunga zolemba zamakasitomala onse (makasitomala), zochitika ndi zochitika zambiri. Kutha kupatsa mwayi wogwira ntchito aliyense (omwe sagwiritsidwa ntchito kawirikawiri, koma pachabe) ndikofunikiranso. Simufunikanso kupita kukasaka mfiti ndikuyang'ana wogwira ntchito aliyense - ingokhazikitsani njira zotetezera makina amodzi a CRM ndipo woyang'anira bizinesi azigona mosavuta.
Yesani kuwona bwino za CRM. Mwa njira, mukhoza kukopera buku lathu ndikuwona zomwe dongosolo limodzi lingathe kuchita - pafupifupi masamba 400 ofotokozera mphamvu za dongosololi ali kutali ndi malonda chabe (). Pofika m'chaka cha 2020, tinayesetsa kupanga dongosolo lokhala ndi zonse zofunika kwambiri ndipo, chofunika kwambiri, ntchito zamalonda zopanda AI ndi masensa a mtima. Tili ndi bizinesi.
Mabizinesi ang'onoang'ono adzalowa mu omnichannel
Zaka 3-5 zapitazo, njira zazikulu zolankhulirana pakati pa mabizinesi ndi makasitomala zinali telefoni (IP telephony) ndi imelo. Masiku ano zinthu nzosiyana: makasitomala ndi ochezera webusayiti amatha kubwera kuchokera kumacheza patsamba, Telegalamu, kucheza pa Yandex komanso pamasamba ochezera (ofunika kwambiri kwa B2C). Dongosolo la CRM, monga pulogalamu yayikulu pazamalonda zamakampani, limayang'anizana ndi ntchito yosonkhanitsa, kukonza ndi kusunga zidziwitso pazokambirana zonse zofunika. Izi zitha kuchitika padera pa tchanelo chilichonse, kapena mutha, mwachitsanzo, kusonkhanitsa chilichonse pamakalata ndikucheza patsamba, ndikuphatikiza mu CRM. Njira yothetsera vutoli ndi yabwino kwambiri poyang'ana chitetezo ndi bungwe la deta: kugwirizana kochepa kwakunja, chiopsezo chochepa cha kuthyolako kopanda muyezo ndikulowa mu dongosolo.
Omnichannel ipitiliza kupanga kuwonetsetsa kuti kasitomala amalankhula ndendende m'njira yomwe ili yabwino kwa iye, osati momwe pulogalamu yanu imafunira. Nβchifukwa chiyani kuganizira zimenezi kuli kopindulitsa?
- Simudzataya kasitomala m'modzi kapena mlendo wachidwi.
- Mudzakhala ndi deta zambiri mu gawo loyamba.
- Kuthekera kwa kutsatsa komwe kumayang'ana pa njira yotsatsira kumatseguka pamaso panu (komabe, uwu ndi mtundu wotsutsana kwambiri wa uthenga wotsatsa, choncho yesani momwe zilili zoyenera komanso zoyenera kuti "muthamangitse" kasitomala pafupifupi malo ake).
- Zidzakhala zosavuta kuti mupeze zomwe zimafanana ndi ogwiritsa ntchito omwe amapewa mafoni ndi kulankhulana ndi malonda, mainjiniya ndi chithandizo. Kuphatikiza apo, panthawi yolemberana makalata, oyang'anira kampani amakhala ndi nthawi yochulukirapo yoganizira gawo lawo la zokambirana, zomwe zimathandizira kwambiri kuperekera chidziwitso.
Analytics yamabizinesi ang'onoang'ono
Izi zakhala zikuchitika kwa zaka zambiri; zakhalapo kuyambira kukhazikitsidwa kwa machitidwe oyamba a CRM, komabe, mabizinesi ang'onoang'ono angoyamba kumene kusanthula tsopano. Kulumikizana mochedwa kumeneku kumachitika chifukwa cha zinthu ziwiri: 1) bizinesi sinafunikire kusanthula ndikudziyika yokha ntchito yayikulu - kugulitsa; 2) panalibe chikhalidwe chamalonda chambiri chogwiritsa ntchito deta. Zinthu zasintha: 1) mumikhalidwe yosagwirizana ndi mtengo, chidziwitso chakuya cha kasitomala aliyense chimalemeretsa; 2) ma analytics adabwera kumakampani ang'onoang'ono omwe ali ndi Yandex.Metrica ndi Google.Analytics - deta ya digito iyi idakakamiza amalonda ang'onoang'ono kuti aganizire za zizindikiro, kusanthula ndi kusintha. Komabe, tsoka, izi sizinaperekedwebe, koma zangochitika zokha, ndipo zipitilira mu 2020.
CRM yokhazikitsidwa bwino ndiye maziko odziwa bwino kasitomala aliyense ndipo imapereka mwayi wochita chidwi ndi makasitomala komanso chithandizo pambuyo pogulitsa. Ndipo izi ndi ndalama. Ndizodziwikiratu kuti 2020 sikhala chaka chabata komanso chabata malinga ndi momwe chuma chikuyendera, zomwe zikutanthauza kuti nkhondo ya kasitomala aliyense idzakula. Kodi mukufuna kupulumuka? Gwiritsani ntchito ma analytics mu dongosolo lanu la CRM, zotsatira zake zidzakhala zachangu komanso zokondweretsa. Ngakhale simungapange ma analytics apamwamba kwambiri, koma gwiritsani ntchito manambala ndikumaliza.
Ntchito zovuta zidzakula - tsoka
Kunena zowona, sitikonda izi, koma idawuka posachedwa ndipo idzangokula. Masiku ano, pali ophatikiza makina a CRM omwe amangogulitsa; operekera alendo akupereka mwachangu osati kuchititsa, koma VDS yokhala ndi CRM, 1C, ndi ofesi yomwe ilimo. Kuchokera pamalingaliro a manejala wamba, wamkulu ndi wowerengera ndalama, izi ndizabwino: zimatumiza mwachangu, palibe mapangano a ITS kwa inu, malipiro sakuphatikizidwa ndi ndalama zazikulu, chilichonse chimachitidwa ndi oyang'anira chipani chachitatu, palibe kupsinjika. Ndipo chofunika kwambiri, ndizopindulitsa ndipo mumangofunika kugwira ntchito ndi kampani imodzi. Izi ndizomvetsa chisoni - ndipo chifukwa chake.
- Zowopsa sizimagawidwa: pakakhala zovuta zaukadaulo kapena zamalonda ndi omwe akuchititsa, mudzataya chilichonse nthawi imodzi ndikuwonetsetsa kuti ntchitoyo ikhale yosavuta, mosadalira inu.
- Machitidwe oyikiratu pa ma seva akutali nthawi zambiri amakhala ndi zoletsa pakusintha masinthidwe, makonda, kukulitsa, ndi zina zambiri.
- Ndalama zolembetsera mautumikiwa (ndipo nthawi zonse ndi ndalama zolembetsa) zonse zidzadutsa mwachangu mtengo wogula malayisensi a mapulogalamu (CRM kapena 1C), mtengo wa umwini udzakhala wofunika kwambiri, makamaka kwa kampani yaying'ono.
- Simungakhale otsimikiza za chitetezo cha deta yanu komanso kupezeka kwa zosunga zobwezeretsera zaposachedwa - ngakhale kuukira kapena chifukwa chamunthu kuyenera kutsatiridwa.
Samalani posankha mautumiki oterowo.
Micro CRM si ya aliyense, koma ndiyofunikira
Machitidwe a CRM akukhala ovuta kwambiri ndikukhala ponseponse. Tikukula mosalekeza komanso mwachangu kwa zaka zambiri ndi chitsanzo chake tikuona kukula uku. Ichi ndichifukwa chake tidayenera kulekanitsa ogwira ntchito ndikupereka bizinesi iliyonse mtundu wake (ngakhale aliyense ankakonda kwambiri ). Komabe, pali makampani omwe ngakhale makope ang'onoang'ono a machitidwe a CRM omwe ali pamsika sali oyenera. Zomwe amafunikira ndikulemba pempho lanthawi imodzi kuchokera kwa kasitomala, kuyitanitsa, "mutsogolere" kugulitsa ndikutseka. Awa ndi mabizinesi ang'onoang'ono ndi ang'onoang'ono omwe sanakonzekere kulipira ma analytics, ma data oyambira, mitundu yovuta yochitira, njira zamabizinesi ndi china chilichonse.
Makampani oterowo amafunikira CRM yaying'ono - mayankho osavuta amtambo omwe amatha kuthana ndi zovuta zamabizinesi popanda kukhazikitsa zovuta, maphunziro, komanso motsika mtengo. Chifukwa chake, mabizinesi akuyang'ana ma CRM osavuta. M'mbuyomu, sitinazindikire chosowa ichi chifukwa tidagwira ntchito limodzi ndi CRM yogwira ntchito, yamphamvu. Vumbulutso linadza pamene tinamasula athu : 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 kuzinthu "zochepa" zoterezi, bizinesi posachedwa idzafika ku yaikulu ndipo idzatha kulandira kuchokera kuzinthu zomwezo monga makampani akuluakulu, zomwe zikutanthauza kukula pamaziko a analytics, kugwira ntchito ndi KPIs, ndikuwongolera njira zamabizinesi. Chimodzi mwazinthu zabwino kwambiri zomwe taziwona.
Khodi yotsika ndi msampha kwa oyang'anira
Mu 2019, lingaliro la code yotsika linabwerera ku moyo wa dziko la CRM. M'malo mwake, awa ndi nsanja zomwe zinalipo kale, koma adapeza dzina lokongola lazamalonda. Wopanga ndondomeko ndi BPMN notation support? - Inde, iyi ndi code yotsika! Kodi Visual UI Editor? - Kodi Low. Nthawi zambiri, mkonzi wowonekera wamabizinesi mu RegionSoft CRM yathu kapena kuyika mafunso mu ZEDline Support tikiti yonse ndi ma code otsika. Mwa njira, palinso mawu ofanana ndi mawu awa - NO-code.
Ndikukhulupirira kuti mutuwu upitilira kupangidwa mu 2020. Mwa njira, ngati mwadzidzidzi mukufuna kuwona kachidindo kakang'ono kwenikweni, yang'anani pa nsanja ya Pega BPM, ndipo panthawi imodzimodziyo mtengo wake wamtengo wapatali ndikuwunika ngati antchito anu amatha kulimbana ndi kachidindo kakang'ono kameneka. M'malo ena zimakhala zosavuta kuphunzira chinenero cha mapulogalamu :)
Kupititsa patsogolo kachidindo kakang'ono kumatanthawuza kutha kusintha machitidwe a chidziwitso kumbali ya kasitomala popanda kuyimitsa kayendetsedwe ka ntchito popanda kugwiritsa ntchito ndondomeko ya pulogalamu (kudzera mu "chitukuko" chowonekera). Mwachidule, iyi ndi nkhani yomweyi pamene wogulitsa akugulitsa CRM/ERP ndi chilimbikitso: "Oyang'anira atha kusintha okha dongosolo popanda luso la pulogalamu." Kodi mwayesapo kupanga china chovuta kwambiri kuposa njira yofananira mu BPMN? Kodi mumakonda zojambula za UML? Chifukwa chake, ngakhale katswiri aliyense wa IT ali wokonzeka kuthana ndi izi, osatchulanso oyang'anira wamba, ambiri omwe pulogalamuyo imayambitsidwa ndi "kudina pentagram 1C ".
Chifukwa chiyani nambala yotsika sizomwe mukufuna?
- Kuti athane ndi kasinthidwe ka code, woyang'anira ayenera kudziwa zomveka (monga mutu, osati monga kuganiza) ndikukhala ndi luso logwira ntchito ndi njira. Mwachidule, wopanga ma code otsika ayenera kuganiza ngati wopanga. Kupanda kutero, zidzatenga nthawi yambiri kuti mulakwitse ndikuwongolera womanga uyu.
- Sizingakhale zokwanira kuti "musonkhanitse" bizinesi, lipoti kapena gawo - ndikofunikira kuti muphatikize bwino mumalingaliro adongosolo omwe mukukonzekera.
- Pali mwayi waukulu woti mudzatha kulandira chithandizo chaumisiri cholipiridwa ndi wogulitsa, chifukwa mudzakhala ndi mafunso okhudza kugwira ntchito ndi nsanja yotsika, ndipo adzasangalala kuwayankha - chifukwa cha ndalama zowonjezera.
- Ogwira ntchito anu amathera nthawi yogwira ntchito pophunzira nsanja ndi "chitukuko chochepa cha code" chokha, ndipo nthawiyi idzagwiritsidwa ntchito kuwononga ntchito zawo zazikulu. Ndikosavuta kugwiritsa ntchito ndalama pakuwongolera ogulitsa komanso osasokoneza antchito pantchito yawo. Ngakhale mutasankha kusinthira ku pulatifomu yotsika, njira yabwino kwambiri ingakhale kubwereka kapena kugawa munthu wina kuti agwire nawo ntchito.
- Pulatifomu yotsika kwambiri sizinthu zongowonjezera zomanga zomwe zimakhala ndi ma cubes, magawo, mawilo ndi anthu. Ngati mukufuna kupanga chinthu chatsopano chomwe chili chofunikira pabizinesi yanu, muyenera kulemba nambala yeniyeni (ndipo mwina mutha kulumikizana ndi wogulitsa).
- Mapulatifomu ali ndi zoletsa zambiri pakuphatikiza, ma API, makalata, ndi zina. Muyenera kuthana ndi mavutowa kuposa kuthekera kwa code yotsika.
Sindikutsutsa kuti mapulatifomu otsika kwambiri, pansi pa msuzi wina wamalonda, adzakhala chizolowezi chokhazikika cha CRM yamakampani, koma simuyenera kuwawerengera ngati kuphulika kwa supernova kapena kuchiritsa-zonse. Mwinamwake, zotsatira zopindulitsa zamapulojekiti ang'onoang'ono popanda makulitsidwe ndi zofunikira zamalonda zovuta kapena, ngati muyang'ana njira zothetsera ndalama, makampani omwe ali ndi ndalama zowonetsera antchito a omanga (okonza) pa nsanja yotsika ya code.
Osalira, Alice, nthawi yako sinakwane
Mu kulosera kwathu kwa 2019, tinkaganiza kuti matekinoloje amalankhulidwe afika pa CRM, koma mwanjira iyi: "Alice, imbani foni Sergei Mikhailov kuchokera ku Istok LLC." Zomwe zanenedweratuzi zidakwaniritsidwa moyipa kwambiri: othandizira amawu afikadi machitidwe apakhomo a CRM, koma mpaka pano amatha kupanga ntchito - iyi ndi ntchito yocheperako kuposa kuyimba mawu. Chabwino, sitikhala otsimikiza: pakali pano, wothandizira mawu mu CRM ali ndi gimmick yotsatsa malonda, popanda mtengo wamalonda wowonekera.
Mawonekedwe chifukwa cha mawonekedwe apangitsa CRM kukhala yodula
M'malo azamalonda amakampani a IT, mutha kukumana ndi lingaliro lantchito yamabizinesi (ntchito zothandiza zomwe zimatha kumasulidwa) ndi chinthu chazinthu (osati zinyalala zofunika kwambiri zomwe zimaperekedwa mosavuta kwa omvera ngati mawonekedwe atolankhani. ndi nkhani pamasamba apadera). Mwachitsanzo, wopanga bizinesi kapena wokonza mapulani ndi ntchito yofunika kwambiri pabizinesi, ndipo mita ya kugunda kwa mtima kapena pedometer mu mtundu wa CRM ndi chinthu chopangidwa. Nthawi zina, izi zitha kukhala AI, VR kapena gamification - ngati sizikugwira ntchito pabizinesi yamakasitomala omwe mukufuna. Tsoka, mu 2018-2019 panali zenizeni zamatsenga: ma CRM osiyanasiyana adayamba kupereka ntchito zotsatsa (koma zomveka!), Itanani ophunzitsa mabizinesi odziwika ngati othandizana nawo, ndikuchita mgwirizano wachilendo. Zonsezi zimawononga ndalama kwa makampani ndipo mwachiwonekere zimabweretsa kuwonjezeka kwa mtengo wa yankho kwa ogula mapeto.
Njirayi idzakhala yodziwika bwino chifukwa imathandizira kwambiri ntchito zamalonda, imakulolani kuti mulowe muzofalitsa zosiyanasiyana, ndipo ngakhale zopanda pake, wogula amakonda. Chifukwa chake, sipadzakhala upangiri - ingokumbukirani kuti pa chip chilichonse chomwe "chidamwetulira" kapena "chonyengerera" ndiwe amene udzalipira. Ino si nthawi yoyamba kwa ife - kodi sitimalipira zinthu zotere pazida zamagetsi, mapulogalamu komanso zida zachitukuko? π
Mitambo idzapitiriza kukwera. Zowopsa nazonso
Chisangalalo chochokera ku kusavuta komanso kupezeka kwa matekinoloje amtambo chikuyambitsa zovuta zachitetezo: chitetezo cha data, masanjidwe, ndi zomangamanga zamtambo zimakhudzidwa kwambiri ndi kuwukira kwakunja, kukakamiza kwakukulu, ngakhale kuthetsedwa kwamakampani kwa malo osungira ndi ma data. Choncho, munthu wachitatu, yemwe akupezeka mosawoneka mu bizinesi yomwe ili ndi mapulogalamu a mtambo muzomangamanga zake, amalemera kwambiri ndipo amakhala chiwopsezo chowoneka ndi chenicheni ku chitetezo cha chidziwitso cha kampani.
Ndizodabwitsa kusiya matekinoloje amtambo mu 2020, chifukwa chake pitilirani kunjira yosinthira ziwopsezo pachitetezo chazidziwitso: sungani makope 2-3 a zosunga zobwezeretsera pamaseva osiyanasiyana, kuti musunge makasitomala anu ndi nkhokwe yamakasitomala, perekani zokonda pa desktop CRM. (omwe amasungidwa pa seva yanu), Yang'anirani chitetezo chaufulu wofikira. Ngati zimakuvutani kulimbana ndi izi, funsani kampani yotumizira anthu kunja kapena woyang'anira wanu wochezera kuti akhazikitse chitetezo. Osamangoyang'ana chitetezo - zovuta nazo zimawononga ndalama zambiri pakapita nthawi.
Mavoti apitiriza kunama
Tsoka, mu 2019, maphunziro osachepera awiri adasindikizidwa omwe adapatsa CRM system nambala 1 kapena gawo lotsogola pamsika. Panalinso zambiri zowerengera ndi ndemanga zotere, ndipo mphotho yotukuka idakhazikitsidwa pakugawa njovu. Ndikuganiza kuti izi zabweranso ndipo zikhalabe ndi moyo. Mwa njira, tinalemba chifukwa chake . Chifukwa chake yesani CRM, sankhani nokha, ndipo musadalire zambiri zomwe zalembedwa kuchokera ku akaunti zakufa za VK kapena mopindulitsa "zopotozedwa" ndi NIICHAVO ina.
Pali zina zambiri zomwe zingakhudze msika wa machitidwe a CRM ku Russia: funso la luntha lochita kupanga ndi kufunikira kwake kumakhalabe lotseguka, msika ukusefukira ndi "tsiku limodzi" machitidwe a CRM omwe amadziyesa okha paokha kapena pa intaneti, kugwa wa maukonde omwewo bwenzi maukonde, otsika mlingo wa zochita zokha za makampani (ayerekeze 8% mu Moscow, ngakhale m'munsi m'madera), otsika kuzindikira wosuta, etc. Koma izi sizochitika za 2020, koma machitidwe omwe tonsefe tiyenera kukhala nawo.
Nthawi zambiri, msika wa CRM umakhala wamoyo, makampani akuwonetsa chidwi pazochita zokha, kumvetsetsa zopindulitsa, kufunafuna njira zina, kufananiza, ndikuziganizira. Makinawa akuwoneka ngati chosowa, m'malo mwa mafashoni kapena "chifukwa ayenera kutero." Tikupitiriza kugwira ntchito.
Source: www.habr.com