“Zinalembedwanso pampanda, ndipo kumbuyo kwake kuli nkhuni,” mwina ndi mawu abwino kwambiri amene angafotokoze za kutsatsa pa intaneti. Inu munawerenga chinthu chimodzi, ndiyeno inu mumapeza kuti inu munachiwerenga icho molakwika, munachimvetsa icho molakwika, ndipo munali nyenyezi ziwiri mu ngodya yakumanja ya kumtunda. Uku ndikutsatsa komweko "wamaliseche" komwe kumapangitsa adblock kuchita bwino. Ndipo ngakhale otsatsa malonda akutopa ndi kutsatsa kwapang’onopang’ono ndi machenjerero. "Ndakhala ndi zokwanira!" adaganiza zotsatsa malonda athu, omwe kwa zaka 11 adalowa mu PR ndi malonda mu IT kuchokera pansi pa ndondomekoyi. Anasonkhanitsa malonda onse a CRM pa makeke ake ndipo lero maikolofoni yotseguka imapita kwa iye - pamodzi ndi ufulu wonena zomwe zili mu malonda a machitidwe a CRM, momwe mungawerengere malonda onsewa komanso osagwidwa ndi malonda. Kapena muyang'ane malingaliro anu.
Chodzikanira: Malingaliro a wogwira ntchitoyo akhoza kapena sangagwirizane ndi maganizo a kampani . Mayina amakampani sawoneka bwino, zotsatsa zonse ndi zenizeni.
Pa Habr!
Ngati maukondewa anali otsatsa! Nthawi zina amangopangidwa kuti adziwe zambiri za kasitomala (wotsogolera) pomuyendetsa pa tsamba lofikira. Ndiyeno mukhoza kuwasokoneza, kuwagwira pa malo ochezera a pa Intaneti, kapena osabwereranso (monga ena mwa ngwazi za ndemanga yathu). Tisanalowe mu phompho la machitidwe otsatsa a CRM, tiyeni tisankhe omwe akupereka zotsatsazi komanso zomwe zimapangidwira.
Chifukwa chiyani mukuwona zotsatsa?
Mumasaka mu Google kapena Yandex "crm", "kugula crm", "crm ndi chiyani", ndi zina. Makina osakira akuitanira makampani onse omwe ali ndi zotsatsa mu Yandex.Direct kapena Google Ads (ex-AdWords) kuti atenge nawo gawo pakugulitsako kuti ufulu wanu uwonetsedwe kwa inu. Kutengera kukula kwa bid ndi CTR ya malonda, pamwamba ndi pansi pa tsamba mudzawona zotsatsa za CRM zosiyanasiyana (kapena kawirikawiri omwe adakwanitsa kupereka kutsatsa kwina kwa liwu ili - lingaliro lokwera mtengo kwambiri) ndipo inu mukhoza alemba pa izo. Mukachita izi, mudzaphatikizidwa pamndandanda wotsatsa malonda (retargeting) wa kampani yotsatsa ndipo tsopano akuwonetsani inu ndi ena onse omwe ali pamndandandawo kutsatsa kopitilira muyeso kwamunthu pamasamba (pa netiweki yowonetsera). Ngati simukudina (ndipo ngati mutadinanso), ndikoyamba kwambiri kuti musangalale - makina osakira akukumbukirani ndipo tsopano zotsatsa zosiyanasiyana zikutsatirani patsamba lililonse. Chabwino, ndiye kuti, si chinsinsi kuti mumakonda CRM, zomwe zikutanthauza kuti masewerawa ayamba :)
https://*****.com/ru/?utm_source=yandex&utm_medium=cpc&utm_campaign=type1_search%7Ccid_40424975%7CEkshtein&utm_content=gid_3664236016%7Caid_6926784727%7C15614453365%7C&utm_term=crm%20внедрить&source=zen.yadnex.ru®ion=Нижний%20Новгород_47&device=mobilehttps://cloud*****.ru/?utm_source=yandex&utm_medium=cpc&utm_campaign=rsy&utm_content=8072165963&utm_term=битрикс%2024%20купить%20лицензию®ion=47®ion_name=Нижний%20Новгород.mobile.Нижний%20Новгород..none&block=none.0&yclid=5954618054675816680Ma tag a UTM awa amadziwa chilichonse chokhudza inu ndipo amatumiza chizindikiritso chanu ku netiweki yotsatsa. Mwa njira, pali ogwiritsa ntchito omwe samadina pa chikwangwani ndipo samachidula ndi adblock; amayang'ana dzina la kampani pazotsatsa kapena pachikwangwani ndikupita patsamba. Paranoia yotereyi ndi pachabe: tsambalo lidzakukumbukiranibe ngati simulipeza kudzera pa msakatuli wosadziwika kapena VPN.
Koma si zokhazo. Ngati mukuyang'ana CRM ndipo mudalowetsedwa kuchokera ku chipangizo chomwecho kupita ku Facebook kapena malo ena ochezera a pa Intaneti, yembekezeraninso kutsatsa kumeneko. Chabwino, ngati mumafufuza "crm" m'malo ochezera a pa Intaneti, mwachitsanzo, kuti muwone zomwe anthu amalemba, ndizo - mukuyang'ana.
Ndani angalengeze?
Aliyense amene ali ndi tsamba locheperako kapena tsamba lofikira pamutu womwe watchulidwa (pali zopatulapo ngati tsamba silikufunika konse, koma iyi ndi nkhani yapadera).
- Kampani yopanga mavenda ndiyomwe imapanga makina a CRM okha, omwe amagwira ntchito mwachindunji (mwachitsanzo, timatsatsa ndendende). Ndi diso lophunzitsidwa bwino, zotsatsa zoterezi zimatha kusiyanitsidwa ndi unyinji - ali ndi mawu ozindikira komanso zithunzi zoganiziridwa bwino pachiwonetsero, chifukwa wogulitsa amalemekeza mbiri yake ndipo sayika pachiwopsezo kutumiza china chake chomwe chingaswe. malamulo a Yandex kapena Federal Law "On Advertising". Ngakhale pali "zolengedwa" zosiyana pakati pa ogulitsa achinyamata. Kutsatsa kumatsogolera ku tsamba lovomerezeka kapena tsamba lofikira lomwelo.
- Othandizana nawo, ogulitsa, ogulitsa ndi makampani ogwirizana ndi ogulitsa omwe amayesa kumasulira ndondomeko zawo (zomwe sizigwira ntchito nthawi zonse). Kutsatsa kwawo kumakhala "kopanda pake"; masamba nthawi zambiri amakhala makhadi abizinesi kapena tsamba lofikira.
- Kutumiza ndi makampani omwe CRM si ntchito yawo yayikulu, koma ngati ikuyaka, bwanji osapeza peresenti ndi ndalama zophunzitsira ndi "kukwaniritsa" (werengani: kukhazikitsa kosavuta). Nthawi zambiri amapezeka pamasamba ochezera, kutsatsa kumatha kubweretsa tsamba lofikira, macheza, tsamba pamasamba ochezera, kapena kungotumiza fomu. Pakati paotumiza pali info-bizinesi (chabwino, tili pa Habré, moona, info-gypsies), tidzabweranso kwa iwo mtsogolo.
Kodi zotsatsazo ndi ndani?
Ngati otsatsa adadziwa izi ... 🙂 Ndipotu, tonsefe timalota kuti malonda adzawonedwa ndi ochita zisankho (DMs), omwe adzawona malonda, asangalale ndi kukhudzana, kusiya dzina lenileni (osati Mbuye Wanga) , imelo yeniyeni (koma ayi [imelo ndiotetezedwa]) ndi nambala yeniyeni ya foni. Timawawerengera, inde, koma tikumvetsetsa kuti timamalizanso ndi ophunzira omwe ali ndi maphunziro (wophunzira kamodzi adalemba kwa ife yemwe amafuna kuti atenge zolemba zathu kuchokera kwa Habr kupita ku dipuloma yake, koma nthawi yomweyo m'malo mwa dzinalo ndi wina wotchuka. CRM), ogwira ntchito omwe akufunika kudziwa kuti CRM ndi chiyani komanso zomwe zikuwadikirira (ngakhale kuti ndi gawo lawo lomwe tikulemba mabulogu pa Habré) komanso omwe akufuna kufotokoza bwino chomwe CRM ndi.
Kutengera kuwerengera uku, kutsatsa kuyenera kukhala kolondola, kowona mtima, kogwirizana ndi pempho ndikupita kumalo omwe angagulitse. Kotero ife tikudziwa chomwe icho chiri ndi chomwe chiri kumbuyo kwake.
Kodi mungapeze kuti zotsatsa zamakina a CRM?
- Koma kusaka kuli muzotsatira zakusaka.
- Pamasamba ndi ntchito - posaka ma network osakira (mwachitsanzo, Yandex.Zen, Weather, Maps kapena tsamba lina lililonse lolumikizidwa ndi injini zosakira).
- M'mapulogalamu am'manja.
- Pamalo ochezera a pa Intaneti (zotsatsa zimayikidwanso kudzera muakaunti yawo yotsatsa).
- Chabwino, ngakhale sitikulankhula za zomwe zili, kukhala pa Habré, sindingathe kutchula mitundu ina iwiri yotsatsa yomwe imagwira ntchito bwino - izi ndizopamwamba kwambiri (chiwerengerocho ndi chosavuta: 80% phindu, ayi. kuposa 20% PR) ndi zikwangwani zomwe zimagulidwa mwachindunji pamalowa ndipo zimayikidwa ndi chandamale chokhwima.
Izi ndizambiri, zazifupi zokhudzana ndi kutsatsa komwe kumakutsatirani pa intaneti. Ndipo tsopano ndi nthawi yoti tipitirire ku zitsanzo zenizeni ndikuzisanthula kuti timvetsetse ngati akutilonjeza mochuluka? Kupanda kutero, mupeza ndalama zanu pa CRM yaulere ndi maphunziro ndi buku ngati mphatso, kenako pitilizani kulipira.
Kodi mabulogu amakampani pa Habré akutsatsa?
Zachidziwikire inde, uku ndikutsatsa komanso PR. Koma kukwezedwa kwamtunduwu ndikosiyana pang'ono ndi zotsatsa zakale; izi ndizomwe zimatchedwa kuti win-win situation. Mumawerenga zolemba zosangalatsa komanso zothandiza (osati nthawi zonse, tsoka) kuchokera ku kampani ndikulipira powonera zotsatsa, ndipo omwe amafunikira amalandira chidziwitso chofunikira pazamalonda. Mwachitsanzo, blog yathu. Mukutsimikiziridwa kuti simupeza kuchuluka kwazinthu zatsatanetsatane za CRM kulikonse mu gawo lolankhula Chirasha la intaneti - timatumiza zonse zomwe timadziwa tokha (kupatula milandu yamakampani, chifukwa pali ma NDA, zovomerezeka ndi mitsempha). Talemba zolemba 100 za Habré ndipo onse ndi owona mtima, amawonetsa zomwe takumana nazo, ndipo amathandizira owerenga mazana ambiri kuyang'ana dziko la CRM. Ndipo zikuwoneka kwa ife kuti kutsatsa mkati mwa nkhani zoterezi kuli koyenera. Zomwezo zitha kunenedwanso pafupifupi 70% yamabulogu amakampani pa Habré.
Tidawonerani zotsatsa zanu - pali zozizwitsa kumeneko!
Kugulitsa ndi kukula kwa phindu
Bodza lalikulu pamakina otsatsa a CRM ndi mawu osiyanasiyana akuti dongosolo la CRM lidzakuchitirani zinazake, likuwonjezera china chake, kapena kuti mutha kuwonjezera china chake chifukwa cha CRM.
Palibe wogulitsa m'modzi yemwe angakutsimikizireni kuti mutatha kugwiritsa ntchito makina awo a CRM, malonda anu adzawonjezeka ndi 10%, nthawi 2, dongosolo la kukula, ndi zina zotero. Zachidziwikire, zodziwikiratu zogulitsa nthawi zambiri zimabweretsa kukhathamiritsa kwa njira ndipo, chifukwa chake, kuchulukira kwa malonda, koma kwa kampani iliyonse zizindikilozi ndizokhazikika ndipo zimadalira zinthu zambiri. Chifukwa chake, mukakumana ndi zotsatsa zotere, mutha kufunsa mosamala zitsimikizo ndi mfundo za kukula kotere. Koma zalembedwa mochenjera ponena za kuwonjezeka kwa phindu - mpaka 30% (chabwino, ndiko kuti, kuchokera ku 0 mpaka 30%), koma chochita ngati phindu likuchepa panthawi kapena mutangotha kumene?
Tidzawonjezera malonda ndi 2 nthawi, kuwonjezera phindu ku 30%. Zosagwirizana, simukuganiza? Kodi milingo yogulitsa idzatsika?
Kutsatsa uku kudakhala "Patient Zero". Zinali pambuyo pake pamene lingaliro la nkhaniyi linatuluka. Kuchulukitsa malonda kangapo ndi mapulogalamu apamwamba ndi lonjezo labodza kwambiri. Mwa njira, ndinasiya pempho, koma palibe amene anandiyimbiranso.
Zochepa kwambiri, komanso zambiri
Pomwe pano: 40% kukula chifukwa cha kukhazikitsa. Kodi manambala awa amawatenga kuti, ndikudabwa?
Ayi sindikhulupirira. Ndipo sindidzakhala wotsimikiza, chifukwa kukula kwa malonda, kusintha kwa khalidwe lawo, cheke chapakati ndi kugulitsa malonda ndizosiyana kwambiri. Musamachite zinthu ngati zimenezi.
Mitengo ikukwera, zitsimikizo zikuwonjezeka. Kukula kwa phindu m'mwezi woyamba? Nanga bwanji ngati kutsikako kuli chifukwa chakuti mamenejala adzaphunzitsidwa ndikuphunzitsidwa bwino mu dongosolo la CRM?
Chiwerengero
Palibe wogulitsa m'modzi wa CRM yemwe angatsimikizire kukula kwa malonda, makamaka munthawi yeniyeni komanso kuchuluka kwake. Kuchita bwino kwa kukhazikitsidwa kwa CRM komanso kukhudzidwa kwa kukhazikitsidwa pakuchita bizinesi kumatsimikiziridwa ndi zinthu zambiri, pakampani iliyonse. Kuphatikiza apo, kuwonjezeka kwa phindu sikungachitike konse chifukwa cha kuchuluka kwa malonda, koma chifukwa cha kukhathamiritsa kwa njira komanso kuchepetsa ndalama zogwirira ntchito.
Kukhazikitsidwa kwa mphindi 15, ola, tsiku, ndi zina.
Tili ndi polojekiti yatsopano yodabwitsa - . Tikakhazikitsa kwa makasitomala kapena kulemba nkhani ya Habré, timati - yambani mphindi 5. Ndipo tili ndi udindo woti chiyambi cha msonkhanowu chidzatenga ndendende mphindi 5, kusinthidwa kuti kugwirizana liwiro. Chifukwa iyi ndi pulogalamu yosavuta yapaintaneti momwe mumapanga fomu yofunsira ndikuyamba kuthandiza makasitomala anu mu mawonekedwe atsopano osavuta kugwiritsa ntchito. Izi ndi zomwe zikuwoneka:
mawonekedwe . Mwa njira, mutha kulembetsa ndikuwona momwe mbiriyo idakhazikitsira ndipo matikiti amatha kupangidwa mosavuta - timakonda kwambiri tokha :)
Ndipo apa ndi momwe mawonekedwe a CRM system ndi kasitomala kasitomala momwe amawonekera. Kodi mukuganiza kuti ndizotheka kugwiritsa ntchito mphindi 15, ola limodzi kapena tsiku? Kuyang'ana koyamba ndikuyesa momwe zimagwirira ntchito kale kumatenga pafupifupi maola atatu, ndipo pokhapokha mutadziwa chomwe CRM ndi kumvetsetsa momwe mungadziwire mawonekedwe ake. Koma izi ndi zoona, pang'ono ndi nthabwala. M'malo mwake, vuto ndilakuti pakutsatsa mawu oti "kukwaniritsa" amatanthauza chilichonse: kulembetsa mudongosolo, kukhazikitsa koyambirira, "kuthamanga" ndi malingaliro (malangizo) kudzera pa mawonekedwe, ndi zina zambiri.
Zenera lalikulu (desktop) RegionSoft CRM
RegionSoft CRM kasitomala khadi
Kwa munthu wamba yemwe amayendetsa bizinesi ndikukumana ndi dongosolo la CRM kwa nthawi yoyamba, kukhazikitsa ndi nkhani yosamvetsetseka ndipo, makamaka, imawoneka ngati kukhazikitsa dongosolo pa PC kapena kuyiyika pawindo la osatsegula. M'malo mwake, kukhazikitsa ndizovuta, zanthawi yayitali, pang'onopang'ono kukhazikitsa dongosolo la CRM. Zimaphatikizapo gawo lokonzekera (kuwunika kwa bizinesi, kukambirana, kukhathamiritsa kwa njira, kupanga ndi kusonkhanitsa zofunikira), kukhazikitsa kwenikweni ndi siteji yophunzitsira, ndi kutumizidwa pang'onopang'ono. Kuti muwone kuzama kwa njirayi, yang'anani chithunzi chomwe tapanga:
.
Mastering CRM ndi mutu wosiyana, komanso sungathe kutenga mphindi 15. Choyamba, wogwira ntchitoyo amadzilowetsa mu mawonekedwe, amaphunzira ntchito zoyamba, kenako amalowetsa deta ndikuphunzira kugwiritsa ntchito ma modules, kenako amazolowera zoikamo ndi zoikamo mfiti (mwachitsanzo, zowerengera ndi njira zamalonda), amamanga malipoti, amaphunzira kugwiritsa ntchito makalata. ndi telephony mu CRM, ndipo amalumikizana ndi anzawo. Pakupanga kachitidwe ka CRM, ogwiritsa ntchito adziwa zolembedwa za pulogalamuyo, zomwe kuchokera kwa wogulitsa weniweni, wodziwa zambiri samatengera malingaliro angapo kapena mapepala atatu. Ndi buku lalikulu, lopangidwa bwino lamasamba mazana angapo - sizingatheke kuliwerenga pakadutsa mphindi 15, osasiya kulidziwa bwino. Mwachitsanzo, buku lathu la RegionSoft CRM 7.0 limatenga mapepala 300 - , imayambitsa CRM mwatsatanetsatane momwe mungathere.
Ngati kuphunzira CRM kumatenga mphindi 15, si CRM system, ndi manejala wolumikizana
Anyamatawa ndi pafupifupi osunga mbiri malinga ndi malonjezo. "CRM ya m'badwo watsopano" (chinthu chokhacho chomwe chimanena za m'badwo watsopano ndikuti mwachiwonekere chinapangidwa ndi oimira mbadwo watsopano) ndizomveka poyang'ana koyamba ndipo sizikusowa maphunziro - izi ndi zomwe tsamba lofikira likunena. Kumbali imodzi, dongosololi silili lophweka, kumbali ina, ndi mtundu wanji wa automation ngakhale kugulitsa (osatchula ntchito yogwira ntchito!) Ngati sichifuna maphunziro.
Kwenikweni, ichi ndi chowonadi - "kukhazikitsa koyambira". Kukhazikitsa pulogalamu yapaintaneti ndikuloleza ogwira ntchito kuyipeza. Pambuyo pake, "zopanda maziko" zimayamba, monga lamulo, kwa ogulitsa ambiri amalipidwa. Komanso mochenjera, koma zikuwoneka moona mtima kuposa zitsanzo zomwe zalembedwa pamwambapa.
Ndendende. Koma izi sizikudziwika :)
CRM idzalembedwa mwachindunji kwa inu, kuti muyitanitse
Panthawiyi, diso langa lakumanja linayamba kugwedezeka ndipo ndinagonjetsedwa ndi kukumbukira momwe mmodzi wa mameneja anga oyambirira a kampani yamalonda yapakatikati adanena kuti musavutike kugula CRM, koma kulemba CRM yanu pa mawondo anu. Anayamba kulemba, koma kampaniyo inalibenso, ndipo dongosolo silinalembedwe. Chifukwa nzosatheka. Ndizowona kulemba yankho losavuta lomwe lidzasunga zambiri za makasitomala ndi zochitika, kuwonetsa malipoti ndi kutumiza zikumbutso kuchokera ku kalendala yoyambira. Iyi si dongosolo la CRM, ngakhale limatchedwa choncho. Kupanga CRM yabwinobwino yomwe ili yovomerezeka kuti igwire ntchito komanso yodzichitira yokha imatenga zaka zingapo ndikuwononga ma ruble mamiliyoni angapo. Chifukwa chiyani mukufunikira izi pomwe pali mayankho okonzeka okonzeka pazokonda zilizonse komanso bajeti iliyonse?
Ngati muyang'ana mawebusaiti a makampani omwe amapereka chitukuko cha machitidwe a CRM, mudzawona kuti zolumikizira ndizofanana, ndipo zomangamanga ndizofanana. Chowonadi ndi chakuti tsopano pali dongosolo la Symfony (PHP) lomwe ma CRM awa amalembedwa - iyi ndiyo njira yotchuka kwambiri. Ngakhale pali mayankho ku Laravel komanso ku Yii. Kupatula apo, pali mapulojekiti otseguka omwe amatha kusinthidwa kukhala malonda, popanda foloko, koma kungobwereza gawo la code.
Vuto ndiloti mudzalandira CRM yokhala ndi mawonekedwe ovomerezeka, chirichonse chidzakuyenererani, koma pamene mukuchigwiritsa ntchito, zolakwika zambiri, nsikidzi, mavuto, mabowo otetezera, ndi zina zotero zidzawoneka kuti chinthu chokha chomwe mukufuna kuchita ndicho kupereka. pangani CRM ndikugula njira imodzi yokonzekera (yoyesedwa, ndi chithandizo, mawonekedwe opukutidwa ndi machitidwe abwino omwe ali nawo).
ndondomeko kupanga CRM ndiyowopsa kuganiza. Mafunso ndi awa: pali kuwombera kapena, mwachitsanzo, kulemekeza? Bwanji ngati pali kusweka?
Nthawi zina "tidzalemba" amatanthauza CRM yodziwika bwino yogulitsa, yomwe mnzakeyo amakonza kapena kuikonza kuti igwirizane ndi zomwe mukufuna - koma izi sizikutanthauza kuti CRM "inalembedwera" inu, imasinthidwa ndikukupangiraninso.
Izi kale mwamtheradi wosangalatsa. Ngakhale china chake chitha kuchitika ndi intaneti-CRM, kukonza kwa Windows ndikovuta, kumatenga nthawi, komanso kokwera mtengo. Ndipo ndizopusa pakakhala mayankho abwino okhala ndi chidziwitso chotsimikizika, mbiri ya zolephera ndi zopambana, ndi matembenuzidwe okhazikika.
Sindibwereza kawiri, sindibwereza. Zingakhale zosangalatsa kufunsa kuti masiku omalizira akwaniritsidwe kwa miyezi isanu ndi umodzi.
Sikuti aliyense amalipira!
Ndiroleni ndisungitse nthawi yomweyo: tikukamba za mtengo waulere, pomwe ena onse amalipidwa; sitikuganizira zotsegula pompano. Ufulu mwina ndi chida chodziwika bwino chotsatsa. Kuwerengera ndikosavuta: dziwitsani wogwiritsa ntchito ku CRM bwino, kumumanga ndikumutembenuza kuti azilembetsa zolipira. Ndiwonetsa mitundu ingapo yaulere.
- CRM yaulere kwenikweni ndi mtundu wachiwonetsero wokhala ndi nthawi yochepa yovomerezeka (nthawi zambiri masiku 14, osachepera 30). Mumaphunzira, pangani zochitika zanu zoyamba, kuyesa, kusiya deta yanu. Pambuyo pa izi, kulankhulana moona mtima ponena za kugula kumachitika.
- CRM yaulere ya kumasulidwa kwakale - wogwiritsa ntchito ali ndi mwayi wopita ku CRM kapena popanda zoletsa, koma za kumasulidwa kwakale (onani chiwerengero cha mtundu wamakono ndi mtundu waulere). Monga lamulo, zimaperekedwa monga momwe zilili (monga momwe zilili), sizikuthandizidwa ndipo ndizoyenera kwa amalonda osakwatiwa kuti aziwerengera ndalama za makasitomala ndi zochitika. Cholowa ndi cholowa, palibe chabwino.
- CRM yaulere yokhala ndi zoletsa pamawu, ogwiritsa ntchito, magwiridwe antchito, malo a disk, ndi zina. - kukhala ngati CRM "yathunthu" kosatha. Msampha woyesa kwambiri: mumayamba kuugwiritsa ntchito mwachangu, lowetsani deta, ndipo pakatha miyezi 3-5 mumayamba kusowa chinachake, ndipo izi zimapezeka mumtundu wolipira. Ndizochititsa manyazi kutaya deta, ndinu waulesi kwambiri kuti musinthe CRM ndikusankhanso, mumangosintha kulembetsa kolipira.
M'malo mwake, palibe cholakwika ndi izi - onetsetsani kuti mwapeza zoletsa zonse ndikuwona nthawi yovomerezeka ya dongosolo laulere. Ndiloleni nditengere mwayiwu kuti ndikukumbutseni: tchizi zaulere zimangokhala mumsampha wa mbewa.
Apa ndi zaulere ndipo zogulitsa zimayamba pakadutsa masiku 15. Kodi ndikoyenera kuyang'ana mopitilira?
CRM yosavuta, malonda aulere akuwonjezeka
Iyi ndi nkhani yapadera. Yesani kumvetsetsa chomwe chalakwika apa osayang'ana mawu ofotokozera omwe ali pansi pa chithunzichi.
Zotsatira zake, si zaulere. Kodi mukudziwa chifukwa chake? Chifukwa "kukwaniritsa kwa 0", i.e. kukhazikitsa kudzakhala kwaulere komanso ola la maphunziro, palibe amene adalankhula za zilolezo / kulumikizana. Koma chinyengo china chosawona mtima kwambiri: "Tsiku limodzi lokha!" Zachidziwikire, sindili ndekha, ndakhala ndikugwira zotsatsazi kwa sabata (ndikuganiza kuti zikuyambiranso.
Nkhani yomweyi: 7500 m'malo mwa 20, kapena ngakhale ziro - chifukwa kukhazikitsa. Zimaphatikizapo chiyani - sindikudziwa.
Makasitomala Miliyoni Mmodzi
Kodi mumagula bwanji mapulogalamu? Choyamba, wogwiritsa ntchito amalembetsa patsambalo ndikupeza mtundu waulere kapena wowonera, amayesa ndikusankha kugula. Si onse otsogolera omwe amasinthidwa kukhala makasitomala. Koma, kwenikweni, palibe amene akuletsa kampaniyo kuitana aliyense amene anasiya deta pa malo kasitomala. Kwenikweni, ndichifukwa chake makasitomala amatha kuwerengedwa ndi mayendedwe olembetsedwa, ndi malipiro oyamba (panthawi yabwino, pafupifupi 8-10 nthawi zochepa), kapena ndi makasitomala okhazikika (nthawi zambiri pansi pa 10%). Koma pakutsatsa, njira zonse ndi zabwino, kotero pali makampani pamsika ndi mamiliyoni a makasitomala. M'malo mwake, ichi ndi chizindikiro cha kuchuluka kwa kampaniyo, koma simuyenera kukhulupirira manambala mwachimbulimbuli.
Chilichonse ndichabwino apa - dongosolo labwino pakugulitsa, ndi makasitomala 15. Mukudabwa: ndi malonda mwadongosolo chonchi, kodi madipatimenti owopsa amakampani omwe mumalumikizana nawo amachokera kuti...
Mwa njira, mu imodzi mwazinthu zotsatsa za abwenzi a kampani yomweyi chiwerengerocho si 5 miliyoni, koma 2 miliyoni, 2017. Zingakhale zabwino kugwirizanitsa ma templates otsatsa.
Palinso mtundu "tidzakuwonetsani CRM ya ma ruble 0" - chinyengo choyera. Ogulitsa onse abwino amapereka chiwonetsero chapaintaneti cha dongosolo la CRM mwaulere, palibe mwayi pa izi.
Matsenga ena
Mukapanga zotsatsa za Direct, posakhalitsa zopangazo zimayamba mwachangu ndipo mukufuna kulemba zina ngati "RegionSoft CRM - takhala tikuchita msika kwa zaka 15" kapena "Hyper CRM pabizinesi yanu yodabwitsa." Zotsatsa izi ndizoyipa: sizinyamula zidziwitso zilizonse. Komabe, muyenera kuwonekera mwanjira ina - zomwe ndi zomwe makampani ena omwe amagwira ntchito ndi machitidwe a CRM amachita.
Mwachitsanzo, amasiya zinthu wamba ngati mwayi wawo wampikisano kapena amangonena mfundo zomwe, kwenikweni, CRM inayake ilibe.
Pafupifupi aliyense wakhala akunena kwa nthawi yayitali kuti mindandanda yonse yamitengo imatsegulidwa popanda kulembetsa. Chabwino, apa chirichonse chiri chophweka: mukufuna x ma ruble a CRM, ikani mtengo wa x + 3000, lengezani. Kutsatsa kwa bungwe, 1st course. Koma kwenikweni, anyamatawa ndi omwe amakupatsirani kuti mupeze mtengo woyankha mafunso atatu, m'malo motsatira ulalo wolunjika patsamba - potero adzapeza zambiri za inu. Ndizovuta, ndipo kwenikweni sizowonekera kwa ogwiritsa ntchito osadziwa.
Chabwino, iyi ndi mtundu wamtunduwu: "musagule CRM mpaka mutayang'ana zathu." Chowonadi cha clickbait.
Palibe dongosolo la ERP kumbuyo kwa malondawa, tidayang'ana, koma kachiwiri, palibe amene akukulepheretsani kudzitcha nokha. Ndipo zikuwoneka ndi kumveka zolimba, ngati awiri mwa amodzi.
Mwa njira, za ERP, kapena ndendende, za zomwe siziri zowona mtima zomwe zili kumbuyo kwa kudina. Zimachitika kuti ma CRM apadera amakampani amaperekedwa - koma kwenikweni, mumapeza mwayi wofikira ku CRM yomweyi, ndipo chiwonetsero chanu chogwirizana ndi makampani chimathandiza woyang'anira malonda kusankha script yoyenera kwambiri yolumikizirana nanu. Pamayesero, ndinapeza kampani imodzi yokhala ndi njira yovomerezeka: malonda amaperekedwa kwa "CRM kwa ...", pali mndandanda wa mafakitale pa webusaitiyi, koma kwenikweni mumalembetsa mu mawonekedwe omwewo - ngakhale mabungwe ndi akalozera, chifukwa cha ulemu, samatchulidwa pansi pamakampani.
Mwa njira, maloya makamaka amakhala ofunda pa CRM pazifukwa zingapo, kuphatikiza chitetezo. Osanenanso kuti alibe mavuto ambiri abizinesi, ali ndi njira zenizeni, ndipo amakonda kuphatikiza Excel ndi mashelufu okhala ndi zolemba zakale zamapepala.
TOP 3 makampani ku Russian Federation ndi funso lalikulu (TOP 3 mwa zonse sizingatheke, TOP 3 CRM siili, TOP 3 ya gulu lina la ogulitsa ogulitsa ndilotheka).
Ndipo ndithudi, tikanakhala kuti popanda maloboti, ma neural network ndi luntha lochita kupanga! Apanso, ndi nkhani ya matanthauzo a mfundo izi. Choyamba, tiyeni tifotokoze maloboti. Maloboti amapezeka m'makina ovuta kwambiri a CRM, koma si onse omwe adaganizapo zowatchula choncho. Nthawi zambiri, maloboti mu CRM ndi mapulogalamu omwe amayambitsa chochitika. Mwachitsanzo, mudapanga mgwirizano, dziikireni ntchito yoti mudzayimbire masiku atatu - mudzalandira chikumbutso tsiku limodzi, ola limodzi ndi mphindi 15 isanayambe kuyimba. Izi kwenikweni ndi loboti, osati munthu. Pali maloboti ovuta kwambiri: amayambitsa ndikusamutsa njira zamabizinesi kuchokera pagawo kupita pagawo, kuyimba mafoni, kupanga zosunga zobwezeretsera ndi kulunzanitsa usiku malinga ndi ndandanda, ndi zina zotero. Palibe zopeka za sayansi - manambala wamba (chabwino, osati wamba - code yabwino, yoganiziridwa bwino).
Kulengeza kwachilungamo, maloboti ali m'malo, akuchita chizolowezi chawo. Koma komabe, loboti ndi dzina lochulukirapo la malonda, ngakhale silikutulutsa zotsatira za WOW pa inu ndipo silikhudza chikwama chanu.
Ndi ma neural network ndi luntha lochita kupanga, zinthu zimakhala zovuta kwambiri. Zowonadi, padziko lapansi komanso ku Russia pali machitidwe angapo a CRM omwe amagwiritsa ntchito matekinoloje awa, ndipo izi ndizabwino kwambiri pakuwona zachitukuko ndi chidwi chaukadaulo. Ndipo chodabwitsa kwambiri kuchokera kumalingaliro a kampani yayikulu kwambiri: kutengera kusanthula kwazomwe zatsekedwa komanso / kapena machitidwe amakasitomala, zotsatira za ubale ndi kasitomala watsopano zimanenedweratu (Mwachitsanzo, mumagulitsa zolembera ndi maofesi ku Russia ndipo mwawona kale kuti maloya amagula mapepala ambiri akuofesi - simukusowa AI pa izi. Koma pambuyo 3-4 zikwi otsekedwa amachita, inu mukuona kuti maloya (ndi pepala), kugula sopo zambiri ndi matawulo pa wantchito, kugula maswiti kwambiri ndi tiyi. Simudzaziwona, koma AI aziwerengera. Awa ndi makampani omwe amalandira makasitomala muofesi yawo, ndipo mutha kuwapatsa china chake - koma mubwera kale ndi malingaliro anu, AI imangolimbikitsa makasitomala atsopano okhala ndi pepala lalikulu ndi zotsukira. maswiti). Chifukwa chake, ngati muli ndi kuchuluka kwazinthu zotsekedwa (zosachepera 3-4 zikwizikwi), ndiye kuti CRM ngati pulogalamu yamapulogalamu yokhala ndi luntha lochita kupanga ilibe ntchito kwa inu: sikudzakhala ndi chilichonse chophunzirira, sipadzakhalanso. deta yokwanira (chabwino, ndiye kuti, palibe chomwe chingagwiritsidwe ntchito pofotokoza za kuthekera kwa chochitikacho). Osapusitsidwa ndi mawu apamwamba!
Kuphwanya Lamulo la Federal "Pa Kutsatsa"
Poyamba, mawu ochokera ku Federal Law "On Advertising" (Ndime 5):
3. Kutsatsa komwe kuli ndi chidziwitso chosagwirizana ndi zenizeni kumawonedwa kukhala kosadalirika:
1) za ubwino wa malonda omwe amagulitsidwa pa katundu omwe amafalitsidwa ndi opanga ena kapena ogulitsidwa ndi ogulitsa ena;
Izi zikuphatikizapo zapamwamba (zabwino kwambiri, zamphamvu kwambiri, zothamanga kwambiri, ndi zina zotero) zogwiritsidwa ntchito ku chinthu ngati palibe umboni wa mawu omwe ali pamwambawa (Forrester anazindikira kuti Romashka CRM ndi yabwino kwambiri pakuchita); apa pali chilichonse chokhudzana ndi "nambala 1". Zotsatsa zoterezi ndizopanda ulemu kwa omwe akupikisana nawo komanso ogwiritsa ntchito. Mutha kudandaula za iwo ku Yandex/Google ndi FAS. Komabe, sitichita izi - sizomwe amachita ndi zitsanzo za kafukufuku :)
Ndani adanena kuti ndizopambana? Akuganiza kuti iye ndi ndani?
Nambala 1 ndipo iyi si nambala 1 konse, ngakhale kuchokera kwa omwe timawamva nthawi zambiri. Mwa njira, kudalirika kwa 100% kumakhalanso mawu otero - ngakhale ma seva olekerera kwambiri ali ndi 99.6-99.9%. Ndipo apa pali mtambo wakunja wokhala ndi data, zosunga zobwezeretsera, pulogalamu yokhayo, ping ...
Komabe, ogulitsa ena ali ndi ufulu wonena kuti ndi nambala wani. Mwachitsanzo, mutha kuyitanitsa maphunziro olipidwa (kuchokera pafupifupi 1-1,5 miliyoni rubles) m'malo ocheperako amakampani ndikupeza No. Monga wogwiritsa ntchito, izi sizikuwoneka kuti zimakupangitsani kutentha kapena kuzizira, koma, choyamba, mungathe kukhulupirira mosavuta No.
Zochitika zachinsinsi
Palibe chapadera pazotsatsazi, zolembera magwiridwe antchito a CRM. Chilichonse chikanakhala chabwino ngati sichinali chotsatsa ... monga RegionSoft CRM, kalata pambuyo pa chilembo, koma nthawi yomweyo dongosolo losiyana kwambiri. Nthawi yomweyo, iyi ndi malonda athu akale, omwe ndimanyadira - takwanitsa kufotokoza lingaliro la magwiridwe antchito mwachidule kwambiri.
Nayi kutsatsa kwa kampani ina yogwirizana ndi imodzi mwama CRM odziwika bwino:
Ndipo apa pali chithunzithunzi cha mawonekedwe a Yandex.Direct ndi mawu awa:
Zimakhala zovuta kuganiza kuti izi zangochitika mwangozi, makamaka popeza dongosolo la CRM lolimbikitsidwa ndi kampani yothandizana nalo lilibe njira zamabizinesi kapena ma KPIs (ndipo izi sizabwino kapena zoyipa - amangokhala ndi nzeru zawo za CRM, tili ndi nzeru zathu. yomwe ili ndi malo ovuta a KPI, njira zamabizinesi ndi mabelu ena abizinesi ndi mluzu).
Infobusiness
Machitidwe akuluakulu a CRM amayesetsa kupanga maukonde awo abwenzi ndipo motero amapangitsa kujowina magulu ogawa kukhala osavuta momwe angathere, ndipo nthawi zina amaperekanso mikhalidwe yapadera kwa makochi, ophunzitsa bizinesi, omwe nthawi zambiri amakhala amalonda odziwa zambiri. Choncho, khalani okonzeka kulipira ndalama kwa wophunzitsa malonda kapena nyumba ya timu, ndi ndalama zomwezo kuti mulandire malonda a dongosolo la CRM ndi kuwonjezereka kwake mu mawonekedwe aukali.
Palinso njira zina: zidziwitso zomwe anthu amabizinesi amagulitsa mabuku ndi zolemba za CRM, amakupatsirani mindandanda posinthana ndi deta, malinga ndi zomwe mudzatha kuchita chiyani? Ndiko kulondola - kugulitsa dongosolo la CRM. Komabe, nthawi zambiri pamakhala malamulo, mindandanda, ndi zina. mafayilo ofunika kwambiri adzatumizidwa kwa inu kwaulere, koma kachiwiri - posinthanitsa ndi foni yanu ndi imelo.
Kuchokera pazomwe ndidagwira pakufufuza, adanditumizira: mindandanda ya 2, buku lolembedwa ndi Captain Obvious, adandifunsa zambiri za kampani yanga pafoni posinthana ndi mndandanda komanso - chitumbuwa pa keke - adanditumizira buku lathunthu. kwa CRM yotchuka yaku Russia ya 2017 chaka.
Ayi, abwenzi, kutumiza china chake mu 2019 posinthana ndi deta ya ogwiritsa ntchito si mphatso, kwenikweni tikugulitsa. Ndipo izi ziyenera kutengedwa moyenera.
Chimodzi mwazaluso za infobiz, zomwe zidabwera kwa ine kudzera muzopempha za CRM, koma sizinandiwunikire chilichonse pazongochita zokha. Kumapeto kwa mphindi ndi kauntala kosatha, ichi chakhala chida chosatha, koma ma PDF, omwe atsala 3 okha ... Kodi atha kapena chinachake? Chifukwa chiyani palibe aliyense mwa anthu a CRM adaganiza zogwiritsa ntchito njira yakuti "Ziphatso za 1043 74 zokha zatsala"?! 🙂
Ndipo ngakhale CRM
Zimachitika kuti m'malo mwa CRM, mumapeza zosiyana ndi malingaliro ake ndi cholinga chake: Ndinapeza madesiki awiri othandizira, wophunzitsa malonda m'modzi, machitidwe awiri a malonda ndi gulu la IP telephony ya mikwingwirima ndi mitundu yonse. Pansipa pali zitsanzo zosazindikirika komanso zopanda vuto:
Ndakonza nkhaniyi motalika kokwanira (kusonkhanitsa zotsatsa ndikuyambanso kutsatsa, mindandanda yobwereketsa, ndi zina). Panthawiyi, ndinaphunzira chifukwa chake - imodzi mwa maofesi othandizira adaganiza, pazifukwa zina, kuti alowe mumsasa wa machitidwe osavuta a CRM, omwe adanenedwa pa Facebook. Komabe, iyi ndi mini-help desk kuposa CRM, koma popeza palibe mulingo wamakampani monga choncho, aliyense ali ndi ufulu kuyitanidwa momwe angafunire.
Iyinso si CRM konse, koma cholumikizira cholumikizira (chingakhale chotalikirapo kuchitcha kuphatikiza) gulu la mautumiki osiyanasiyana. Kawirikawiri, kunena mwachidule, ndi njira yolumikizira malo osungiramo nyama zamabizinesi.
Mwa njira, panthawi ya mayesero (pafupifupi mwezi ndi theka), ndinatsatiridwa ndi zotsatsa za opanga ma jenereta, mapulogalamu osiyanasiyana a la contact manager, ophunzitsa bizinesi ndi makochi, maphunziro a malonda, ndi zina zotero. Chifukwa chake, nthawi yosaka ndi yotseguka kwa munthu aliyense wosauka yemwe akufuna CRM. M'madera ena ndizofanana (yesani kuyamba kusankha galimoto kapena sukulu yoyendetsa galimoto), m'madera ena ndi abwino (kawirikawiri katundu ndi mautumiki apadera).
Ndipo tsopano Instagram ikupeza olembetsa ngati omwe ali muchenjezo pansipa.
Babki akubwera. Kumene kuli CRM, pali babki.
Ndipo iwo ali bwanji?
Zaka zisanu zapitazo, ndinalimbikitsa mapulogalamu omwe ankadziyesa kuti ndi CRM pamsika wapadziko lonse (inali kampani yosiyana, osati RegionSoft). Ndipo ndinawona kuti maganizo okhudza machitidwe a CRM kunja (Western Europe ndi USA) ndi osiyana kwambiri: iyi ndi pulogalamu yofunikira yogwirira ntchito, yomwe ili ndi zofunikira komanso zomwe ziyenera kupezeka. Palibe amene amatsutsa makampani kuti akukakamiza, aliyense ali ndi chidwi ndi kuthekera kwazinthu zatsopano, mabizinesi ang'onoang'ono akugwira ntchito komanso omasuka kulumikizana.
Ndicho chifukwa chake malonda ndi otopetsa, opanda kuwala. Ndi mmene zilili kwa ife!
Ndipo kawirikawiri, zotsatsa zamakampani aku Russia pa Google zidakhala zotopetsa kwambiri kuposa ku Yandex. Ndili ndi mitundu ingapo ya chifukwa chake pali kusiyana kotere pakati pamakampani omwewo, koma ndili wotsimikiza kuti izi ndi zigawo za chifukwa chimodzi chachikulu - kusafuna kutenga nawo mbali ndi Google Ads:
- Omvera a Google ku Russia sakhala osangalatsa
- kukhazikitsa kampeni ndizovuta kwambiri komanso kumatenga nthawi yayitali
- Zofunikira zotsatsa za Google ndizokhwima.
Mwa njira, ngati simunaletsedwe kutsatsa mu Google Ads/AdWords, nditha kugawana zomwe ndikuwona. Mumadzuka m'mawa, lowani muakaunti yanu, pali zofiira zambiri pamenepo ndipo zikuwonekeratu kuti kutsatsa sikugwira ntchito. Mumayimbira thandizo, amakutumizani kwa akatswiri, kenako mumalemba makalata ndi kulandira mayankho ofunda. Ngati palibe mtsogoleri waumwini, kutsekereza kungathe kukhala kwa nthawi yaitali, kotero chinsinsi ndi chophweka: kupeza chithandizo, kulota za iwo - ndipo zonse zikhala bwino. Anyamatawa ndi ochita bwino kwambiri, koma okwanira.
Nyimboyi imatha kuyimba mpaka kalekale - ndikamalemba izi, kusamveka bwino, kuyika magulu ndikuyika ziganizo, zotsatsa zachilendo komanso zosawoneka bwino zamakina a CRM ndi ntchito zamabizinesi amikwingwirima ndi mitundu yonse zidapitilira kundigwera. Wotsatsa aliyense amayesetsa kuti awonekere, motero nthawi zambiri amadutsa malire azomwe zili zovomerezeka, zowona komanso zololera. Wogula aliyense ali ndi ufulu wosankha. Phunzirani kuwerenga zotsatsa zamakampani ndipo mudzatha kusankha bwenzi loyenera lodzichitira nokha lomwe njira yake yamabizinesi ikuwonekera kale pakutsatsa.
Zida zathu zamabizinesi athunthu:
- makina amphamvu apakompyuta a CRM pamabizinesi ang'onoang'ono ndi apakatikati.
NEW! - Desk yothandizira pamtambo yokhala ndi mawonekedwe osavuta kugwiritsa ntchito komanso kuthamanga kwambiri.
Lembani, imbani, tilankhule nafe - tidzakhala ndi mano! 🙂
Source: www.habr.com