{"id":69474,"date":"2020-02-19T20:42:19","date_gmt":"2020-02-19T17:42:19","guid":{"rendered":"https:\/\/prohoster.info\/blog\/nu-crm-i-crm-vsyo-proshhe-chem-vy-dumaete"},"modified":"2020-03-03T16:14:54","modified_gmt":"2020-03-03T13:14:54","slug":"nu-crm-i-crm-vsyo-proshhe-chem-vy-dumaete","status":"publish","type":"post","link":"https:\/\/prohoster.info\/ro\/blog\/administrirovanie\/nu-crm-i-crm-vsyo-proshhe-chem-vy-dumaete","title":{"rendered":"Dar CRM \u0219i CRM. Totul este mai simplu dec\u00e2t crede\u021bi","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"<p>\u00ce\u021bi aminte\u0219ti desenul animat vechi despre hipopotamul care se temea teribil de vaccinuri \u0219i, \u00een cele din urm\u0103, s-a \u00eemboln\u0103vit de hepatit\u0103 infec\u021bioas\u0103? Un desen animat grozav \u0219i educativ pentru copii care se tem de o singur\u0103 \u00een\u021bep\u0103tur\u0103 a l\u0103sat \u00een umbr\u0103 adev\u0103rul principal: \u00een spital, pacientul cu hepatit\u0103 \u00eencepe o adev\u0103rat\u0103 carousel\u0103 de injec\u021bii, at\u00e2t intravenoase, c\u00e2t \u0219i intramusculare. Adic\u0103, hipopotamul nostru mare a evitat un moment nepl\u0103cut \u0219i a primit \u00een schimb c\u00e2teva s\u0103pt\u0103m\u00e2ni de torturi (\u00een viziunea lui).\u00a0<\/p>\n<p>Ai ridicat deja privirea la titlu pentru a vedea din nou despre ce este articolul \u0219i a \u00een\u021belege ce leg\u0103tur\u0103 are hipopotamul galben? Totul e \u00een regul\u0103, suntem s\u0103n\u0103to\u0219i (probabil). Problema este c\u0103 comportamentul acestui personaj de desene animate aminte\u0219te de comportamentul managerilor de mici afaceri care se g\u00e2ndesc s\u0103 implementeze CRM: \u201eEh, mai am\u00e2ni, ce-mi pas\u0103! O voi face \u00een alt\u0103 zi.\u201d Dar \u00eentre timp, simptomele se dezvolt\u0103, timpul trece, perspectivele se estompeaz\u0103.<\/p>\n<p><noindex><a rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/regionsoft\/blog\/488856\/\"><img decoding=\"async\" alt=\"Dar CRM \u0219i CRM. Totul este mai simplu dec\u00e2t crede\u021bi\" src=\"\/wp-content\/uploads\/2020\/02\/5d1debb92526aacc088d3ab0bad7687b.jpg\" style=\"display:block;margin: 0 auto;\" \/><\/a><\/noindex><br \/>\n<i>Cadru din desenul animat \u201eDespre hipopotamul care se teme de vaccinuri\u201d, versiunea pentru CRM<\/i><br \/>\n<noindex><a rel=\"nofollow\" name=\"habracut\"><\/a><\/noindex><\/p>\n<h2>Salut, mic\u0103 afacere<\/h2>\n<p>\nA\u0219adar, s\u0103 ne imagin\u0103m o situa\u021bie simpl\u0103: exist\u0103 o mic\u0103 afacere (\u00een orice domeniu, fie IT, fie agen\u021bie, fie produc\u021bie) \u0219i managerul s\u0103u. Afacerea func\u021bioneaz\u0103 \u0219i aduce venituri, dar managerul are constant dureri de cap din cauza problemelor m\u0103runte \u0219i infinite: v\u00e2nz\u0103torii o iau razna, uit\u0103 constant de clien\u021bi, afacerile nu se finalizeaz\u0103 \u0219i r\u0103m\u00e2n blocate la prima discu\u021bie, iar \u00eentocmirea documentelor dureaz\u0103 o ve\u0219nicie. \u0218i de\u0219i lucreaz\u0103 \u00een plus, este totul oarecum stresant.\u00a0<\/p>\n<h2>Ce riscuri implic\u0103?<\/h2>\n<p><\/p>\n<ul>\n<li>Riscul pierderii unei afaceri \u2014 din cauza \u00eent\u00e2lnirilor, apelurilor \u0219i mesajelor uitate, din cauza \u00eent\u00e2rzierilor \u00een servicii sau emiterii facturii etc. Trebuie s\u0103 \u00een\u021belegem c\u0103 \u00een lumea internetului omniprezent, poten\u021bialii clien\u021bi afl\u0103 despre problemele tale de serviciu mai repede dec\u00e2t scrii de obicei un comunicat de pres\u0103 despre un nou eveniment \u00een companie (\u00eentreab\u0103-te, de altfel, e o pierdere de timp).\n<\/li>\n<li>Riscul clien\u021bilor nemul\u021bumi\u021bi \u2014 clien\u021bii existen\u021bi pot deveni nemul\u021bumi\u021bi din cauza comunic\u0103rii insuficient personalizate, problemelor cu managerii sau a timpului lent de reac\u021bie la solicit\u0103ri. Iar concuren\u021bii deja \u00eei atrag pe ace\u0219ti clien\u021bi.\u00a0\n<\/li>\n<li>Riscul pierderii unei p\u0103r\u021bi a datelor sau \u00eentregii baze de clien\u021bi este un risc serios pentru un activ valoros. Cumva, micile afaceri nu au \u00eenv\u0103\u021bat s\u0103 evalueze valoarea datelor \u0219i a bazei de clien\u021bi, costul atragerii \u0219i reten\u021biei clien\u021bilor, precum \u0219i valoarea total\u0103 a bazei de contacte. Cu toate acestea, exist\u0103 persoane care \u0219tiu s\u0103 calculeze \u0219i s\u0103 v\u00e2nd\u0103 aceste informa\u021bii. Este foarte probabil ca angaja\u021bii dvs. s\u0103 fure at\u00e2t baza de date, c\u00e2t \u0219i clien\u021bii, mut\u00e2ndu-se la concuren\u021b\u0103. \u00cen plus, datele neorganizate \u0219i nestructurate se pot pierde u\u0219or de la sine, ceea ce este \u0219i mai frustrant.\n<\/li>\n<li>Riscul de raportare incorect\u0103 \u0219i al deciziilor gre\u0219ite. Sunte\u021bi obligat s\u0103 crede\u021bi \u00een rapoartele pe care vi le ofer\u0103 angaja\u021bii, iar ace\u0219tia le fac \u00een moduri diferite: unii cu seriozitate, al\u021bii pe genunchi, unii la \u00eent\u00e2mplare, al\u021bii din \u00eenv\u0103\u021b\u0103turile lor. Astfel, imaginea asupra st\u0103rii lucrurilor devine mediocr\u0103, iar deciziile luate pe baza acesteia sunt gre\u0219ite.\u00a0\n<\/li>\n<\/ul>\n<p>\n<i>Un exemplu din via\u021b\u0103. O companie producea produse lactate, iar departamentul de v\u00e2nz\u0103ri se ocupa de v\u00e2nz\u0103ri. Erau reticen\u021bi s\u0103 colecteze date de la punctele de v\u00e2nzare, iar unele dintre punctele proprii nu \u021bineau deloc eviden\u021ba. Afi\u0219au cifre aproximative, marketingul desf\u0103\u0219ura o promo\u021bie dup\u0103 alta, au schimbat ambalajul. Re\u021belele mari au \u00eencetat s\u0103 mai procure trei tipuri de produse, au ap\u0103rut pl\u00e2ngeri legate de stocuri mari. A\u0219a ar fi continuat, dac\u0103 directorul de produc\u021bie nu ar fi auzit \u00eent\u00e2mpl\u0103tor de la un v\u00e2nz\u0103tor din chio\u0219cul de l\u00e2ng\u0103 fabric\u0103 c\u0103 aceste trei tipuri nu mai erau solicitate deloc. Au realizat o analiz\u0103, s-au f\u0103cut sondaje, au adunat un grup de discu\u021bii \u2014 s-a dovedit c\u0103 produsul concurentului c\u00e2\u0219tiga at\u00e2t la pre\u021b, c\u00e2t \u0219i la arome ad\u0103ugate (fructe). Au achizi\u021bionat ingrediente \u201edelicioase\u201d, au schimbat tehnologia, au scos un produs din fabricatie \u2014 re\u021belele au \u00eenceput s\u0103 cumpere produsul, iar volumul de v\u00e2nz\u0103ri a crescut. Costul modific\u0103rilor tehnologice a costat o treime din costul campaniilor de marketing pentru promovarea \u201eproduselor moarte\u201d.\u00a0\u00a0<\/i><\/p>\n<ul>\n<li>Riscul de \u201ebusiness \u00een business\u201d este un simptom periculos \u00een micile afaceri. Angaja\u021bii, av\u00e2nd \u00een vedere colectivele mici, cred c\u0103 deja au \u00een\u021beles toate subtilit\u0103\u021bile managementului de afaceri \u0219i \u00eencep s\u0103 construiasc\u0103 o companie \u00een interiorul companiei angajatorului, de exemplu, \u00eencheind direct contracte cu clien\u021bii sau oferind servicii suplimentare pe l\u00e2ng\u0103 companie. Acest lucru nu doar c\u0103 fur\u0103 bani companiei, dar genereaz\u0103 \u0219i angaja\u021bi complet inutili: aproape tot timpul lor de lucru este cheltuit pe \u201eafacerea lor\u201d. Apropo, este o situa\u021bie comun\u0103 \u00een domeniul IT.\n<\/li>\n<\/ul>\n<p>\nAceasta reprezint\u0103 un risc de venituri neob\u021binute \u2014 fiecare risc reduce o parte din banii pe care compania ar fi putut s\u0103-i c\u00e2\u0219tige. Dac\u0103 ad\u0103ug\u0103m riscul reputa\u021bional \u0219i resursele consumate pentru a dep\u0103\u0219i problemele, rezult\u0103 o povar\u0103 deosebit de greu de suportat pentru micile afaceri.<\/p>\n<p><img decoding=\"async\" alt=\"Dar CRM \u0219i CRM. Totul este mai simplu dec\u00e2t crede\u021bi\" src=\"\/wp-content\/uploads\/2020\/02\/14014ab809fe74e1f509646b49ad3b80.jpg\" style=\"display:block;margin: 0 auto;\" \/><br \/>\n<\/p>\n<h2>Cum \u00eei putem ajuta?<\/h2>\n<p>\nIndiferent de ce se \u00eent\u00e2mpl\u0103, exist\u0103 \u00eentotdeauna cel pu\u021bin dou\u0103 op\u021biuni. \u00cen cazul managementului unei mici afaceri, gama de op\u021biuni este mult mai larg\u0103.<\/p>\n<h4>M\u0103sura pe care o putem lua<\/h4>\n<p><\/p>\n<h4>Avantajele<\/h4>\n<p><\/p>\n<h4>Dezavantaje<\/h4>\n<p><\/p>\n<p>Aduce\u021bi o delegare a puterii \u0219i combaterea despotismului \u00een companie<\/p>\n<ul>\n<li>Implementarea rapid\u0103 a m\u0103surii.\n<\/li>\n<li>O reac\u021bie rapid\u0103 la impact \u2014 pentru o vreme, angaja\u021bii vor \"c\u0103dea\" \u0219i vor \u00eencepe s\u0103 lucreze.\u00a0\n<\/li>\n<li>Formal \u2014 f\u0103r\u0103 costuri.\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li>Reac\u021bie negativ\u0103.\n<\/li>\n<li>Este posibil s\u0103 existe concedieri din cauza schimb\u0103rii circumstan\u021belor.\n<\/li>\n<li>O experien\u021b\u0103 psihologic\u0103 dificil\u0103, mai ales dac\u0103 nu este caracteristic\u0103 pentru dumneavoastr\u0103.\n<\/li>\n<li>Un impact pe termen scurt.\n<\/li>\n<\/ul>\n<p><\/p>\n<p>Realizarea unei demotiv\u0103ri masive (privarea de prime, concedieri)<\/p>\n<ul>\n<li>O m\u0103sur\u0103 eficient\u0103 \u0219i intimidant\u0103.\n<\/li>\n<li>Economisirea temporar\u0103 a banilor.\n<\/li>\n<li>Cre\u0219terea transparen\u021bei muncii.\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li>Concedieri \u0219i risc reputa\u021bional \u00een mediul extern.\n<\/li>\n<li>Risc legal (procese, verific\u0103ri).\n<\/li>\n<li>Ne\u00eencredere din partea angaja\u021bilor.\n<\/li>\n<li>Cre\u0219terea denun\u021burilor (pentru a-\u0219i acoperi propriile afaceri).\n<\/li>\n<\/ul>\n<p><\/p>\n<p>Implementarea sistemelor de control intern*<\/p>\n<p>*cea mai proast\u0103 m\u0103sur\u0103 pe care o putem imagina<\/p>\n<ul>\n<li>Transparen\u021ba majorit\u0103\u021bii ac\u021biunilor angaja\u021bilor.\n<\/li>\n<li>Cre\u0219terea implic\u0103rii angaja\u021bilor \u00een munc\u0103.\n<\/li>\n<\/ul>\n<p><\/p>\n<p>\u00centreaga m\u0103sur\u0103 este un minus absolut. O astfel de ne\u00eencredere \u00een angaja\u021bi este d\u0103un\u0103toare pentru companie \u0219i, \u00een timp, va conduce at\u00e2t la pierderea angaja\u021bilor care se respect\u0103, c\u00e2t \u0219i la \u00eencerc\u0103ri continue de a \"sparge\" sistemul.\u00a0<\/p>\n<p>A se angaja \u00een micro-management pe termen lung**<\/p>\n<p>** m\u0103sur\u0103 de criz\u0103 temporar\u0103<\/p>\n<ul>\n<li>Control maxim al al tuturor sarcinilor.\n<\/li>\n<li>Respectarea termenelor \u015fi obliga\u0163iilor.\n<\/li>\n<li>Cre\u015fterea aten\u0163iei angaja\u0163ilor.\n<\/li>\n<li>Nu exist\u0103 reac\u0163ii negative rapide pronun\u0163ate.\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li>Nivel \u00eenalt de stres \u00een companie \u2014 pentru to\u0163i.\n<\/li>\n<li>Tot timpul se pierde cu refacerea sarcinilor \u015fi controlul constant.\n<\/li>\n<li>Conflicte numeroase \u00een echip\u0103.\u00a0\n<\/li>\n<li>Reducerea ini\u0163iativei angaja\u0163ilor.\n<\/li>\n<\/ul>\n<p><\/p>\n<p>Implementa\u0163i (\u015fi folosi\u0163i!) <noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/\">CRM \u015fi alt software de business<\/a><\/noindex><\/p>\n<ul>\n<li>Control maxim \u015fi <i>neobservabil<\/i> al tuturor sarcinilor.\n<\/li>\n<li>Gestionarea bazei de clien\u0163i \u015fi stocarea datelor.\n<\/li>\n<li>Raportare actual\u0103 \u015fi precis\u0103.\n<\/li>\n<li>Procese automatizate.\n<\/li>\n<li>Reducerea costurilor resurselor pentru sarcini de rutin\u0103 etc.\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li>Dificult\u0103\u0163i \u00een implementare \u015fi formare.\n<\/li>\n<li>Exist\u0103 un termen de amortizare.\n<\/li>\n<li>Efectul implement\u0103rii este \u00eent\u00e2rziat cu 3-6 luni.\n<\/li>\n<li>Reac\u0163ii de rezisten\u0163\u0103 din partea grupurilor de angaja\u0163i.\n<\/li>\n<li>Costuri financiare pentru proiect.\n<\/li>\n<\/ul>\n<p><\/p>\n<p>Implementa\u0163i sistemul KPI \u2014 indicatori cheie de performan\u0163\u0103<\/p>\n<ul>\n<li>Limit\u0103ri clare ale responsabilit\u0103\u0163ilor.\n<\/li>\n<li>Fiecare angajat \u00ee\u015fi cunoa\u015fte indicatorii s\u0103i \u0163inti\u0163i.\n<\/li>\n<li>Transparen\u0163a proceselor de lucru.\n<\/li>\n<li>M\u0103surabilitatea rezultatului.\n<\/li>\n<li>Nivel \u00eenalt de autocontrol.\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li>Respingerea de c\u0103tre angaja\u0163i.\n<\/li>\n<li>Dac\u0103 sistemul nu este echilibrat \u015fi implementat rudimentar \u2014 rezultatele negative ale aplic\u0103rii.\n<\/li>\n<li>KPI nu se potrivesc tuturor angaja\u0163ilor.\n<\/li>\n<\/ul>\n<p><\/p>\n<p>Introduce\u0163i noi metode de comunicare: \u00eent\u00e2lniri de 5 minute, \u015fedin\u0163e, \u00eent\u00e2lniri, sesiuni de brainstorming etc.<\/p>\n<ul>\n<li>Dialog direct \u015fi deschis \u00eentre angaja\u0163i \u015fi lider.\n<\/li>\n<li>Informarea general\u0103.\n<\/li>\n<li>Vitez\u0103 mare de luare a deciziilor.\n<\/li>\n<li>Generarea de idei neconven\u0163ionale.\n<\/li>\n<li>Un climat de \u00eencredere \u015fi prietenie.\n<\/li>\n<\/ul>\n<p><\/p>\n<p>Costuri de timp.<\/p>\n<p>Dezintegrarea \u015fedin\u0163elor \u00een formalism.<\/p>\n<p>Ponderea aten\u0163iei c\u0103tre angaja\u0163ii activi (dar nu \u00eentotdeauna cei mai eficien\u0163i).<\/p>\n<p>Schimbarea abord\u0103rilor \u00een ansamblu:<\/p>\n<ul>\n<li>introducerea de noi metode de comunicare\n<\/li>\n<li><noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/\">implementarea CRM<\/a><\/noindex>\n<\/li>\n<li>dezvoltarea culturii corporative\n<\/li>\n<li>implementarea KPI\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li>Un efect pozitiv cumulat rapid.\u00a0\n<\/li>\n<li>O trecere brusc\u0103 c\u0103tre dezvoltare intensificat\u0103.\n<\/li>\n<li>Activit\u0103\u021bile \u00een companie vor revitaliza \u015fi vor uni angaja\u0163ii pe principiul \u00abam \u00eentors lucrurile spre bine\u00bb.\u00a0\u00a0\u00a0\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li>Este necesar s\u0103 aloca\u0163i timp \u015fi resurse pentru actualizare, implementare, testare a modific\u0103rilor.\n<\/li>\n<li>Necesit\u0103 un refactoring global al proceselor.\n<\/li>\n<li>Vor exista cu siguran\u0163\u0103 opozan\u0163i ai schimb\u0103rilor.\n<\/li>\n<\/ul>\n<p><\/p>\n<p> Nu exist\u0103 o solu\u021bie absolut corect\u0103; cel mai probabil, o combina\u021bie a mai multora va fi potrivit\u0103 pentru fiecare companie \u00een parte. Cu toate acestea, exist\u0103 elemente care nu vor d\u0103una oric\u0103ror modific\u0103ri: de exemplu, automatizarea muncii opera\u021bionale \u0219i a managementului resurselor (CRM, ERP, sistem de management al proiectelor, sistem de tichete etc.) sau implementarea KPI-urilor (ra\u021bionale, flexibile \u0219i treptate). Am discutat detaliat despre KPI-uri, <noindex><a rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/regionsoft\/blog\/308800\/\">aici<\/a><\/noindex> \u0219i <noindex><a rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/regionsoft\/blog\/422241\/\">aici<\/a><\/noindex>iar despre CRM \u00eenc\u0103 \u00een <noindex><a rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/users\/axelus\/posts\/\">80 de articole<\/a><\/noindex> \ud83d\ude42 Vom vorbi \u0219i \u00een cel de-al 81-lea, de data aceasta despre implementarea maxim de simpl\u0103. <noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/\">sistemele CRM<\/a><\/noindex>.\u00a0<\/p>\n<h1>CRM-ul nu este o panacee, ci doar un instrument.<\/h1>\n<p>\nV\u00e2nz\u0103torii de sisteme CRM ador\u0103 s\u0103 povesteasc\u0103 despre cum CRM-ul dubleaz\u0103 v\u00e2nz\u0103rile, reduce nevoia de personal cu un sfert \u0219i face p\u0103rul moale \u0219i m\u0103t\u0103sos. Nu, lucrurile nu se fac a\u0219a. Alegi \u0219i cumperi un sistem CRM, \u00eencepi s\u0103-l implementezi \u0219i s\u0103-l folose\u0219ti simultan, \u00ee\u021bi formezi angaja\u021bii, dep\u0103\u0219e\u0219ti mentalit\u0103\u021bile negative \u0219i reac\u021biile, \u0219i abia dup\u0103 minim \u0219ase luni \u00eencepi s\u0103 sim\u021bi progresul. Dar ce progres este acesta! Astfel, conform cercet\u0103rii \u0219i analizei Salesforce, companiile care utilizeaz\u0103 software CRM observ\u0103 o cre\u0219tere a v\u00e2nz\u0103rilor de 29%, o cre\u0219tere a productivit\u0103\u021bii v\u00e2nz\u0103rilor de 34% \u0219i o precizie a prognozei v\u00e2nz\u0103rilor de 42%. Aceste cifre par complet realiste \u0219i pentru companiile din Rusia. Dar, repet, nu CRM-ul face asta, ci angaja\u021bii companiei care au \u00eenv\u0103\u021bat s\u0103 foloseasc\u0103 CRM-ul.\u00a0<\/p>\n<h2>Ce poate face CRM-ul<\/h2>\n<p><\/p>\n<ul>\n<li><noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/\">sistem CRM<\/a><\/noindex> conecteaz\u0103 pe o platform\u0103 unificat\u0103 practic toate entit\u0103\u021bile de afaceri: date despre clien\u021bi \u0219i tranzac\u021bii, procese de afaceri, raport\u0103ri, documenta\u021bie, siguran\u021ba financiar\u0103, managementul stocurilor, planificare, telefonie \u0219i altele. \u00cen acest fel, ob\u021bine\u021bi nu doar un tabel cu o mul\u021bime de date, ci o structur\u0103 complex\u0103 interconectat\u0103, din care \u00een orice moment pute\u021bi extrage orice date \u0219i analize (de exemplu, \u00een <noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/\">RegionSoft CRM<\/a><\/noindex> 100+ rapoarte gata f\u0103cute \u0219i pute\u021bi crea oric\u00e2te dori\u021bi).\u00a0\n<\/li>\n<li>CRM \u00eembun\u0103t\u0103\u021be\u0219te rela\u021biile cu clien\u021bii. Angaja\u021bii dumneavoastr\u0103 \u0219tiu \u00eentotdeauna cine sun\u0103 (apare fi\u0219a companiei), v\u0103d toat\u0103 istoricul clientului, iar datorit\u0103 notific\u0103rilor \u0219i memento-urilor din interfa\u021b\u0103 nu uit\u0103 de niciun contact, finalizeaz\u0103 rapid comenzile, emit facturi, elibereaz\u0103 pachetul de documente \u00eenchiz\u0103toare. \u0218i toate acestea \u00eentr-o singur\u0103 interfa\u021b\u0103 \u2014 \u00een orice caz, \u00een RegionSoft CRM este implementat exact a\u0219a.\n<\/li>\n<li>CRM \u00eenregistreaz\u0103 \u0219i stocheaz\u0103 toate informa\u021biile necesare afacerii. O parte din informa\u021bii sunt introduse manual de angaja\u021bi, iar o parte provine din chat-ul de pe site, formularele de aplicare \u0219i a\u0219a mai departe. Toate informa\u021biile sunt stocate \u00een tabele interconectate \u0219i, datorit\u0103 distribuirii drepturilor de acces \u0219i copiilor de rezerv\u0103, sunt protejate fiabil de deteriorare \u0219i de ob\u021binerea de date care nu corespund nevoilor de lucru ale angajatului.\n<\/li>\n<li>CRM u\u0219ureaz\u0103 munca cu documenta\u021bia \u2014 cea mai obositoare \u0219i minu\u021bioas\u0103 \u00een comer\u021b. Mai mult, sarcinile \u0219i micro-sarcinile legate de documenta\u021bie pot fi ad\u0103ugate \u00een procesele de afaceri automatizate \u0219i deja \u00een cadrul acestora se pot forma toate documentele necesare \u00een forme tip\u0103rite curate, la timpul potrivit.\n<\/li>\n<li>CRM (imediat sau \u00een timp) poate fi configurat \u0219i adaptat conform nevoilor companiei, se scaleaz\u0103 u\u0219or odat\u0103 cu cre\u0219terea afacerii. Desigur, vorbim despre CRM-uri dezvoltate de mul\u021bi ani \u0219i nu de la zero, ci \u021bin\u00e2nd cont de o studiere serioas\u0103 a cererii \u0219i pe un stiv tehnic bine pus la punct. CRM-ul creat de freelancerul Vasile Ivanov pentru 30.000 de ruble nu este capabil de acest lucru (la fel cum nu este capabil de tot restul din list\u0103).\u00a0\n<\/li>\n<\/ul>\n<p><\/p>\n<h2>Ce nu va putea face CRM-ul<\/h2>\n<p><\/p>\n<ul>\n<li>S\u0103 v\u00e2nd\u0103 \u00een locul vostru \u0219i al angaja\u021bilor vo\u0219tri. Nu este inteligen\u021b\u0103 artificial\u0103, nu este robot (\u00een \u00een\u021belesul obi\u0219nuit al acestui cuv\u00e2nt), nu este o persoan\u0103, ci doar un software, o mul\u021bime de logic\u0103 scris\u0103 de oameni sub interfa\u021b\u0103. Asta \u00eenseamn\u0103 c\u0103 trebuie s\u0103 o deschide\u021bi \u0219i s\u0103 lucra\u021bi \u2014 atunci rezultatul nu va \u00eent\u00e2rzia s\u0103 apar\u0103. Faptul achizi\u021biei \u0219i instal\u0103rii software-ului nu \u00eenseamn\u0103 nimic altceva dec\u00e2t faptul achizi\u021biei \u0219i instal\u0103rii \u2014 nu trebuie s\u0103 fi\u021bi fani ai cultului cargo.\u00a0\n<\/li>\n<li>Exact din acelea\u0219i motive, CRM-ul nu poate \u00eenlocui omul \u2014 doar s\u0103-l fac\u0103 mai productiv \u0219i s\u0103-l descarce de rutin\u0103.\n<\/li>\n<li>A v\u0103 tr\u0103da. CRM-ul, \u00een sine (fie el \u00een cloud sau mobil), nu va divulga datele dvs. competitorilor, nu va publica baza de clien\u021bi spre v\u00e2nzare \u0219i nu va fura clien\u021bii. Securitatea informa\u021biilor este protec\u021bia nu de tehnologie, ci de tehnologie \u00een m\u00e2inile oamenilor.\u00a0\n<\/li>\n<\/ul>\n<p><\/p>\n<h2>Lua\u021bi \u0219i implementa\u021bi<\/h2>\n<p>\nAm vorbit de mai multe ori despre schemele complexe de implementare \u0219i chiar <noindex><a rel=\"nofollow\" href=\"http:\/\/bit.ly\/2Ju44Y1\">am desenat un PDF special<\/a><\/noindex>, pe care \u00eel pute\u021bi desc\u0103rca, imprima \u0219i utiliza ca o strategie pas cu pas. Totu\u0219i, at\u00e2t schema, c\u00e2t \u0219i algoritmul de implementare sunt o poveste general\u0103, un scenariu ideal pentru o companie ideal\u0103 \u00een vid. De fapt, exist\u0103 implement\u0103ri complexe \u0219i unele simple, iar acest lucru depinde \u00een principal de compania \u00eens\u0103\u0219i: de exemplu, poate fi mai simplu s\u0103 implementezi un sistem CRM \u00eentr-o companie de v\u00e2nz\u0103ri de \u021bevi cu 150 de angaja\u021bi dec\u00e2t \u00een \u200b\u200bo companie mic\u0103 de 20 de persoane cu un depozit, produc\u021bie proprie, un sortiment de 20.000 de articole \u0219i o re\u021bea de reprezentan\u021bi. Totu\u0219i, implementarea CRM-ului \u00een micile afaceri adesea decurge destul de liniar \u0219i f\u0103r\u0103 dificult\u0103\u021bi.<\/p>\n<p>Prin urmare, pentru a ajunge mai repede la rezultate, alege\u021bi CRM-ul pe care \u00eel aprecia\u021bi (nu trebuie neap\u0103rat s\u0103 fie al nostru sau al unora dintre cele mai sonore solu\u021bii) \u0219i \u00eencepe\u021bi s\u0103 lucra\u021bi intens cu acesta.\u00a0<\/p>\n<ul>\n<li>\u00cencepe\u021bi cu pa\u0219i mici: chiar dac\u0103 instala\u021bi doar voi \u00een\u0219iv\u0103 CRM-ul \u0219i nu adresa\u021bi nici o \u00eentrebare furnizorului, \u00een prima zi pute\u021bi \u00eencepe s\u0103 introduce\u021bi datele \u00een fi\u0219a clientului \u0219i nomenclatura \u00een registre. Aceasta este baza, care se va acumula \u0219i p\u0103stra, iar toate \u201ecomplect\u0103rile\u201d vor fi deja legate de aceasta.\u00a0\n<\/li>\n<li>Formula\u021bi o list\u0103 cu angaja\u021bii\/departamentele\/subdiviziunile unde CRM-ul este necesar \u00een primul r\u00e2nd \u2014 pentru ei efectua\u021bi o instruire c\u00e2t mai profund\u0103, face\u021bi set\u0103rile \u0219i, dup\u0103 2-3 luni de munc\u0103, colecta\u021bi feedback-ul pentru a-l folosi la extinderea proiectului c\u0103tre ceilal\u021bi. L\u0103sa\u021bi-i s\u0103 fie primii dvs. \u201eearly birds\u201d (urma\u0219i timpurii).\n<\/li>\n<li>Nu v\u0103 teme\u021bi \u2014 chiar dac\u0103 \u00een compania dvs. nimeni nu are abilit\u0103\u021bi tehnice, nu ve\u021bi fi dezavantaja\u021bi, deoarece CRM-ul este un software obi\u0219nuit, la fel ca Microsoft Office sau interfa\u021ba unei re\u021bele sociale \u00een browserul preferat, toate entit\u0103\u021bile sunt u\u0219or de asimilat \u00een timpul utiliz\u0103rii. Iar pentru set\u0103rile tehnice \u0219i problemele tehnice, compania dezvoltatoare a CRM-ului (\u00een cazul nostru, chiar \u0219i pe o plat\u0103 rezonabil\u0103) va oferi \u00eentotdeauna ajutor.\n<\/li>\n<li>Nu r\u0103m\u00e2ne\u021bi bloca\u021bi \u00een versiunea demo sau \u00een pachetul gratuit \u2014 achizi\u021biona\u021bi imediat pachetul minim necesar de licen\u021be\/conexiuni. Acest lucru v\u0103 va oferi mai multe garan\u021bii \u0219i oportunit\u0103\u021bi (\u00een ceea ce prive\u0219te backup-urile), iar angaja\u021bii vor \u00een\u021belege c\u0103 nu este o simpl\u0103 p\u0103rere a \u201e\u0219efului\u201d, ci o nou\u0103 interfata de lucru cu care trebuie s\u0103 \u00eenceap\u0103 s\u0103 colaboreze.\u00a0\n<\/li>\n<li>Nu cere\u021bi \u0219i nu for\u021ba\u021bi angaja\u021bii s\u0103 completeze prea multe c\u00e2mpuri \u00een CRM \u2014 configura\u021bi doar acele informa\u021bii care sunt cu adev\u0103rat necesare \u0219i care vor ajuta la activitatea operativ\u0103. S\u0103 fie doar cele mai importante informa\u021bii necesare pentru finalizarea tranzac\u021biei. Treptat, pe m\u0103sur\u0103 ce dezvoltarea lead-ului avanseaz\u0103, cardul clientului se va umple cu alte informa\u021bii.\u00a0\n<\/li>\n<li>\u00cencerca\u021bi s\u0103 ave\u021bi c\u00e2t mai mul\u021bi angaja\u021bi care lucreaz\u0103 \u00een CRM (nu doar v\u00e2nz\u0103torii, ci \u0219i suportul, logistica, marketingul \u0219i managerul de depozit...). Cu c\u00e2t mai mul\u021bi angaja\u021bi vor introduce date \u00een CRM \u0219i vor actualiza informa\u021biile, cu at\u00e2t CRM-ul va deveni mai relevant, optimizat \u0219i benefic pentru dumneavoastr\u0103.\n<\/li>\n<li>Dac\u0103 nu ave\u021bi foarte mul\u021bi bani pentru implementarea CRM-ului, \u00eencepe\u021bi cu <noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/loader.php?src=crm_me_reductions\">versiuni mai mici<\/a><\/noindex> \/ \u043f\u0430\u043a\u0435\u0442\u043e\u0432 \/ \u0442\u0430\u0440\u0438\u0444\u043e\u0432 \u0438 \u043f\u043e\u0441\u0442\u0435\u043f\u0435\u043d\u043d\u043e \u043d\u0430\u0440\u0430\u0449\u0438\u0432\u0430\u0439\u0442\u0435 \u0444\u0443\u043d\u043a\u0446\u0438\u043e\u043d\u0430\u043b\u044c\u043d\u043e\u0441\u0442\u044c. \u041d\u043e \u0435\u0441\u043b\u0438 \u0434\u0435\u043d\u044c\u0433\u0438 \u0435\u0441\u0442\u044c, \u0442\u043e \u043b\u0443\u0447\u0448\u0435 \u0441\u0440\u0430\u0437\u0443 \u043a\u0443\u043f\u0438\u0442\u044c \u00ab\u0442\u043e\u043f\u043e\u0432\u0443\u044e\u00bb \u0434\u043b\u044f \u0432\u0430\u0448\u0435\u0433\u043e \u0443\u0440\u043e\u0432\u043d\u044f \u0432\u0435\u0440\u0441\u0438\u044e, \u0447\u0442\u043e\u0431\u044b \u043d\u0435 \u0437\u0430\u0442\u044f\u0433\u0438\u0432\u0430\u0442\u044c \u043f\u043e\u043b\u043d\u043e\u0446\u0435\u043d\u043d\u044b\u0439 \u0441\u0442\u0430\u0440\u0442 \u0440\u0430\u0431\u043e\u0442\u044b \u0432 \u0441\u0438\u0441\u0442\u0435\u043c\u0435.\u00a0\n<\/li>\n<\/ul>\n<p><\/p>\n<h2>C\u00e2nd este cu adev\u0103rat necesar CRM-ul?<\/h2>\n<p>\nSuntem convin\u0219i c\u0103 CRM-ul ar trebui s\u0103 existe \u00een 99% din companiile de orice tip de afacere. Totu\u0219i, uneori, lucrurile par s\u0103 func\u021bioneze \u0219i implementarea poate fi am\u00e2nat\u0103 din diferite motive. Totu\u0219i, exist\u0103 o list\u0103 de semne care indic\u0103 clar c\u0103 f\u0103r\u0103 CRM este o problem\u0103.\u00a0<\/p>\n<ul>\n<li>Angaja\u021bii dumneavoastr\u0103 se comut\u0103 constant \u00eentre mai multe instrumente de lucru: VoIP virtual, foi de calcul Excel, client de email, sistem de gestionare a sarcinilor pe care \u0219i l-au configurat singuri, mesagerii \u0219i, de exemplu, 1C. Este incomod pentru ei, deoarece informa\u021biile sunt stocate dispersat, nu sunt corelate, iar aceast\u0103 situa\u021bie nu las\u0103 loc pentru o analiz\u0103 normal\u0103.\n<\/li>\n<li>Ciclul de v\u00e2nz\u0103ri este prea lung, de\u0219i industria nu o presupune.\n<\/li>\n<li>Clien\u021bii interesa\u021bi se retrag brusc \u00een mijlocul tunnel-ului (pe care nu \u00eel pute\u021bi vedea, h\u0103!) \u0219i pleac\u0103 f\u0103r\u0103 explica\u021bii. Poate c\u0103 au contact direct cu angaja\u021bii dumneavoastr\u0103 \u0219i undeva se dezvolt\u0103 un risc reputa\u021bional semnificativ.\n<\/li>\n<li>Se pierde mult timp cu adunarea \u0219i organizarea datelor, trebuie s\u0103 copia\u021bi \u0219i s\u0103 salva\u021bi din nou numeroase foi de calcul, iar informa\u021biile se pierd.\n<\/li>\n<li>Managerii \u00abnu \u00ee\u0219i cunosc\u00bb clien\u021bii, deoarece nu \u0219tiu cu cine comunic\u0103, totul se bazeaz\u0103 pe leg\u0103turi personale \u0219i contacte salvate \u00een telefoanele de v\u00e2nz\u0103ri. Dac\u0103 un client nu \u00eei intereseaz\u0103 pe v\u00e2nz\u0103tori, acesta este abandonat.\n<\/li>\n<li>Nu \u0219ti\u021bi nimic despre profilul v\u00e2nz\u0103rilor \u0219i despre eficien\u021ba fiec\u0103rui manager \u00een parte, iar managerii nu au auzit de prioritizarea ofertelor \u0219i cred c\u0103 prioritar este cine pl\u0103te\u0219te mult \/ strig\u0103 tare \/ se pl\u00e2nge la Haga \u0219i Strasbourg, nu cine este dispus s\u0103 \u00eencheie \u00een mod constant oferte mici \u0219i nu cine dore\u0219te o reducere la o livrare uria\u0219\u0103.\n<\/li>\n<li>Procesele dumneavoastr\u0103 de afaceri nu au auzit de cuv\u00e2ntul \u201eprocese de afaceri\u201d \u0219i seam\u0103n\u0103 mai mult cu un ghem de nervi paralizat.\u00a0\n<\/li>\n<li>Managerii se lupt\u0103 pentru clien\u021bi, \u00eei r\u0103pesc unii de la al\u021bii \u0219i se comport\u0103 mai degrab\u0103 ca spioni tr\u0103d\u0103tori dec\u00e2t ca oameni care ar trebui s\u0103 genereze cea mai mare parte a veniturilor.\u00a0\n<\/li>\n<\/ul>\n<p>\n\u00cen aceste cazuri, sistemul CRM este at\u00e2t o echip\u0103 de salvare, c\u00e2t \u0219i terapie intensiv\u0103. \u00cen celelalte cazuri, este o recomandare pentru dezvoltarea de succes \u0219i corect\u0103 a companiei.<\/p>\n<p>Cu mult timp \u00een urm\u0103, mi-a pl\u0103cut defini\u021bia care apreciaz\u0103 sistemele CRM bune ca nefiind nimic altceva dec\u00e2t o carapace digital\u0103 de v\u00e2nz\u0103ri. \u00cens\u0103 ast\u0103zi este o carapace digital\u0103 pentru \u00eentreaga afacere, deoarece <noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/\">sistemele CRM universale moderne<\/a><\/noindex> acoper\u0103 cea mai mare parte a interac\u021biunilor din companie. \u00cen ceea ce prive\u0219te defini\u021bia unui CRM prost, aceasta a r\u0103mas aceea\u0219i: un CRM prost este un sistem care creeaz\u0103 mai multe probleme dec\u00e2t rezolv\u0103.<\/p>\n<p>\u00cen general, suntem pentru tot ce este bun. Dar voi?<\/p>\n<blockquote>\n<h4>Solu\u021biile noastre pentru afaceri<\/h4>\n<p><\/p>\n<ul>\n<li><noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/\"><b>RegionSoft CRM<\/b> <\/a><\/noindex>\u2014 o CRM universal\u0103 puternic\u0103 \u00een 6 edi\u021bii pentru micile \u0219i mijlociile afaceri\n<\/li>\n<li><noindex><a rel=\"nofollow\" href=\"https:\/\/www.zedline.ru\/\"><b>ZEDLine Support<\/b> <\/a><\/noindex>\u2014 un sistem de tichete cloud simplu \u0219i comod \u0219i mini-CRM cu start de lucru instant\n<\/li>\n<li><noindex><a rel=\"nofollow\" href=\"https:\/\/www.regionsoft.ru\/loader.php?src=crm_me\"><b>RegionSoft CRM Media<\/b><\/a><\/noindex> \u2014 o CRM puternic\u0103 pentru grupuri media \u0219i operatori de publicitate \u00een aer liber; o solu\u021bie industrial\u0103 real\u0103 cu planificare media \u0219i alte func\u021bionalit\u0103\u021bi.\n<\/li>\n<\/ul>\n<\/blockquote>\n<p>Sursa: <a content=\"nofollow\" rel=\"nofollow\" href=\"https:\/\/habr.com\/ru\/company\/regionsoft\/blog\/488856\/\">habr.com<\/a> <\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>\u041f\u043e\u043c\u043d\u0438\u0442\u0435 \u0441\u0442\u0430\u0440\u044b\u0439 \u043c\u0443\u043b\u044c\u0442\u0444\u0438\u043b\u044c\u043c \u043f\u0440\u043e \u0431\u0435\u0433\u0435\u043c\u043e\u0442\u0430, \u043a\u043e\u0442\u043e\u0440\u044b\u0439 \u0443\u0436\u0430\u0441\u043d\u043e \u0431\u043e\u044f\u043b\u0441\u044f \u043f\u0440\u0438\u0432\u0438\u0432\u043e\u043a \u0438 \u0432 \u0438\u0442\u043e\u0433\u0435 \u0437\u0430\u0431\u043e\u043b\u0435\u043b \u0438\u043d\u0444\u0435\u043a\u0446\u0438\u043e\u043d\u043d\u043e\u0439 \u0436\u0435\u043b\u0442\u0443\u0445\u043e\u0439? \u041e\u0442\u043b\u0438\u0447\u043d\u044b\u0439 \u0438 \u043f\u043e\u0443\u0447\u0438\u0442\u0435\u043b\u044c\u043d\u044b\u0439 \u043c\u0443\u043b\u044c\u0442\u0438\u043a \u0434\u043b\u044f \u0434\u0435\u0442\u0435\u0439, \u0431\u043e\u044f\u0449\u0438\u0445\u0441\u044f \u043e\u0434\u043d\u043e\u0433\u043e \u0443\u043a\u043e\u043b\u0430, \u043e\u0441\u0442\u0430\u0432\u0438\u043b \u0437\u0430 \u043a\u0430\u0434\u0440\u043e\u043c \u0433\u043b\u0430\u0432\u043d\u0443\u044e \u043f\u0440\u0430\u0432\u0434\u0443: \u0432 \u0431\u043e\u043b\u044c\u043d\u0438\u0446\u0435 \u0443 \u043f\u0430\u0446\u0438\u0435\u043d\u0442\u0430 \u0441 \u0436\u0435\u043b\u0442\u0443\u0445\u043e\u0439 \u043d\u0430\u0447\u0438\u043d\u0430\u0435\u0442\u0441\u044f \u043d\u0430\u0441\u0442\u043e\u044f\u0449\u0430\u044f \u043a\u0430\u0440\u0443\u0441\u0435\u043b\u044c \u0438\u043d\u044a\u0435\u043a\u0446\u0438\u0439, \u0438 \u0432\u043d\u0443\u0442\u0440\u0438\u0432\u0435\u043d\u043d\u044b\u0445 \u0441\u0442\u0440\u0443\u0439\u043d\u044b\u0445, \u0438 \u0432\u043d\u0443\u0442\u0440\u0438\u0432\u0435\u043d\u043d\u044b\u0445 \u043a\u0430\u043f\u0435\u043b\u044c\u043d\u044b\u0445, \u0438 \u0432\u043d\u0443\u0442\u0440\u0438\u043c\u044b\u0448\u0435\u0447\u043d\u044b\u0445. \u0422\u043e \u0435\u0441\u0442\u044c \u043f\u043e \u0441\u0443\u0442\u0438 \u043d\u0430\u0448 \u0431\u043e\u043b\u044c\u0448\u043e\u0439 \u0431\u0435\u0433\u0435\u043c\u043e\u0442 \u0438\u0437\u0431\u0435\u0436\u0430\u043b [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":1,"featured_media":69475,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[688],"tags":[],"class_list":["post-69474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-administrirovanie"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.2.1 - 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