Kazhinji, hatidi chaizvo shanduro dzezvinyorwa zveCRM, nekuti bhizinesi ravo uye mafungiro ebhizinesi redu masangano anobva kwakasiyana siyana. Vanotarisa pamunhu uye basa remunhu mukugadzirwa kwekambani, asi muRussia, zvinosuruvarisa, tinotarisa pakuwana zvakawanda uye kubhadhara zvishoma (kusarudza - kushumira nguva nokukurumidza). Naizvozvo, maonero ese ari maviri pabhizinesi resoftware uye bhizinesi resoftware pacharo akasiyana zvakasiyana. Asi panguva ino takasangana nechinyorwa chinotonhorera, icho, kusvika pamwero wakati, chinoshanda kune chokwadi cheRussia. Pakutanga taida kuita shanduro mumutauro weGoblin, asi takaona kuti kurambidzwa kwaHabrΓ© kwaivawo, iwe unoziva, nyaya isina chokwadi, saka takaishandura nemashoko edu. Varume, iyi inyaya chaiyo. Tsvaga madhiri akadaro muchikwata chako uye shandisa CRM - hazvizofinha.
Yechishanu, zvakadaro, inogonesa sahwira kuti zvinokurumidza kuita CRM nekuti:
- muna Zvita munhu wese ane zvidzikiso chaizvo
- muna Zvita unogona kuvhara bhajeti uye kushandisa mari yasara
- muna Ndira naKukadzi tinoshanda takasununguka, unogona kudzidza iyo CRM system
- nekutanga kwemwaka webhizinesi rinopisa isu tichave otomatiki kumeno
- Ehe, zviitiko zvedu zvemakambani zvinodhura kupfuura marezinesi eCRM, shefu, iva nehana!
(Kutsveyamisa mabhatanisi zvinyorwa kubva kune yedu CRM nyanzvi).
Mapurojekiti ekushandisa iyo vatengi hukama manejimendi system () mukambani nguva dzose inotanga netarisiro huru. Vanhu vanotarisira kuti CRM system ivandudze kugadzirwa, kuwedzera kutengesa, kugadzirisa mashandiro, uye kuchengetedza mari.
Asi kunyangwe iyo indasitiri yeCRM iri kubudirira zvechokwadi nekukura kunotarisirwa kwemadhora 36,4 bhiriyoni ne2017 (maererano naGartner), anopfuura makore gumi. ratidza kuti pakati pe30% ne65% yemapurojekiti eCRM anokundikana. inotaura kuti isingasviki makumi mana muzana emapurojekiti eCRM anopedzisira ave kuita zvizere-chiyero chinosvika kumushandisi wekupedzisira uye chinorarama.
Uye zvikonzero zvikuru zveiyi yakaderera budiriro mwero haina chekuita nehunyanzvi. Matambudziko makuru akamira munzira yeCRM kubudirira ane zvakawanda zvekuita netsika yehurongwa, kushaya zano uye zvinangwa zvebhizinesi, uye, zvinonyanya kukosha, nevanhu vanobatanidzwa, vanoverengera kwete isingasviki 42% yematambudziko ese.
Ndeapi mamwe ematambudziko makuru ekuita awakasangana nawo paprojekiti yako?
Ngatitarisei kuti sei uye nei vanhu vachiita basa rakakosha kudaro mukuitwa kweCRM masisitimu.
Zvose ndezvevanhu
Imwe yezvikanganiso zvakakosha zvakaitwa panguva yekuitwa kweCRM ndeyekuti CRM inoonekwa chete setekinoroji.
Muchokwadi, kuita kweCRM hakusi kunyanya nezve tekinoroji (padivi revatengi, kuita sekunge kwakaoma), asi nezve vanhu vanoishandisa!
Kazhinji, varidzi vebhizinesi vanodyara muCRM system vanotenda kuti software iyi inovandudza bhizinesi ravo. Uye hapana chimwe. Kushandisa mazana ezviuru zvemadhora paCRM mhinduro hakuna zvakunobatsira kana iwe usina hanya nevanhu vanoda kuishandisa. Nei vane hanya navo? Ehe, nekuti vanhu vanovandudza hukama hwako nevatengi, kwete software yaunosarudza!
Sekureva kweInsight Managing Consulting, 64% yekubudirira kweCRM kuita zvinoenderana nerutsigiro rwevashandi vesangano. (Chikwata cheRegionSoft CRM, semugadziri weCRM kumabhizinesi madiki uye epakati, anofunga kuti mumakambani madiki ane hierarchy iri nyore chikamu ichi chinosvika zana nechivimbo).
Zvinhu zvakakosha zvinobudirira zvekushandisa CRM system:
- zvinhu zvemukati zvevanhu - 64%
- rubatsiro rwekunze nyanzvi - 56%
- kunaka kwehunyanzvi mhinduro - 45%
- shanduko mukugona manejimendi - 36%
- kugadzirisa - 36%
- hupfumi hwemari - 18%
Saka zvakaita sei, timu yekurota yekushandisa uye kugadzirisa CRM system?
Nekuti CRM kuita rwendo uye kwete yenguva-software purojekiti, iwe unozoda timu ichashanda newe zvinobudirira sezvinobvira uye kugara kwenguva refu. Gadzirira kuti havasi vese pachikwata chako vanozoona mabhenefiti eCRM uye vanogashira iyo CRM system nemaoko akavhurika. Nekudaro, zvinotora hunhu hwakasiyana zvachose kuita CRM kushanda. Ngatitarisei timu yakajairika iyo inogona kuwanikwa mumakambani mazhinji akatarisana neCRM kuita uye ona kuti timu yekurota ingakubatsira sei iwe kubudirira kweCRM.
Kana kuti pamwe iwe, muverengi, uri mumwe wavo?
1. Anopenga anopenga, aka the main fani
Zvinoenda pasina kutaura kuti uyu munhu akakosha kwazvo pakuita CRM. Haasi chete anoziva kuti nei kushandisa CRM iri zano rakakura, asi akashongedzerwa kumeno , zvakakosha zvakawanikwa, machati uye manhamba anoratidza mabhenefiti eCRM. Anotenda mukubudirira kweCRM, zvisinei kuti chii. Munhu mumwe chete anogona kutsanangurwa nemashoko okuti "Ndinoona chinangwa - handioni zvipingamupinyi."
Kazhinji, mukomana uyu maneja weprojekiti anofarira kuyedza nzira nyowani dzebasa uye akatarisana nekuwana mibairo mikuru. Anoziva zvakawanda nezve system mberi kwenguva uye akagadzirira kubatsira munhu wese kunakidzwa nebasa remazuva ese nevabatsiri veCRM. Ichayeuchidza munhu wose kuti nguva dzakanaka dziri kuuya.
2. Mutsoropodzi
Rega ndifembere zvauri kufunga izvozvi: "Munhu anokahadzika angabatsira sei mukuita CRM?" Zvinotoshamisa ndezvokuti munhu uyu akakosha zvakanyanya pakugadzirisa uye kubudirira kweCRM kuita.
Iye anokahadzika anowanzo kuwanikwa pakati pemaneja ekutengesa ane mhedzisiro. Nomuzvarirwo, haashiviriri chinhu chipi nechipi chinotora nguva kuwana miuyo. Chaari kuda kutengesa rekodhi pano uye izvozvi. Kana mabhenefiti anobatika kwaari akasaitika kunze kwemhepo yakaonda, saka munhu uyu haazombovimbi chero hutsva (uye Excel ichave iripo!).
Muchokwadi, kusahadzika chinhu chinotarisirwa uye chine hutano chikamu cheCRM yekutanga maitiro, tsvagiridzo inoratidza, sezvo 71% yevanhu, kunyanya vatengesi, ichada humbowo hwekubudirira vasati vatora uye nekushingaira kushandisa CRM. (Rega ndikuyeuchidze kuti iyi ishanduro yechinyorwa chakaitwa nemunhu ane mafungiro akasiyana - muRussia vanowanzo rova ββCRM voenda kunoramwa mabasa kwete nekuti vanotya kukanganisa kucherwa kwegoridhe, asi nekuti vanoda kuenderera mberi. kuvanza "vega" vatengi, nyaya dzemunhu, zvibvumirano uye kickbacks. Zvakanaka, kazhinji vanotungamirirwa nechishuwo chekuvanza basa ravo risina simba zvachose).
Chekutanga pane zvese, kuita kwese kweCRM kunofanirwa kutarisana nekupokana, izvo zvinouya nenzira mbiri: kusahadzika uye kusagadzikana.
Asi iwe unoda uyu hunhu, nekuti ndiye kukurudzira kwako kwakasimba munhoroondo yeCRM kuita!
Mutsoropodzi ndiye achakumanikidza kuti uuye nehurongwa uye urambe wakadaro. Iye achakuyeuchidza nenzira inofinha uye yekufamba yezvinhu zvaungave wakafuratira. Ichakuratidza izvo zviri muCRM mhinduro yauri kuyedza kuita iyo yakanyanya kuomarara kana kusada kubhizinesi rako. Muchokwadi, munhu anokahadzika anonongedza maitiro eCRM system inofanirwa kugadzirwa kune bhizinesi rekambani yako zvinodiwa uye zvinangwa (MuRussia, mune yakanakisa mamiriro ezvinhu, basa reasina chokwadi nderemukuru wekambani; haungatore izvi kubva kune vanhu vanotengesa - munhoroondo, havana mukati mehunhu hwekukurudzira.).
3. Mutungamiriri anoshangazhika
Kuitwa kweCRM kune nzira yekumusoro-pasi: iyo yekuraira inoenda kubva kumusoro ichienda pasi. Pasina kutora chikamu kwevatungamiriri vepamusoro, zvese zvine chekuita neCRM zvirongwa zvinotarirwa kukundikana. Kana vatungamiriri vakasaita muenzaniso wekushandisa CRM zuva nezuva uye vasingashandise mishumo uye maficha, vamwe vese vashandi vangangosiya paCRM munguva pfupi.
Sekureva kwePeerstone Research, kushaikwa kwekutenga-mukati kubva kune vakuru vakuru ndicho chikonzero chakakosha nei CRM isinga simuka uye kuenda.
Sei chirongwa cheCRM chichikundikana?
- iwo makuru haabvise - 27%
- vatengesi vakavimbisa uye havana kuendesa - 21%
- mutengo unobuda mumabhangi ayo - 20%
- software haina kunaka - 19%
- musanganisi haana kubata bhizinesi chip - 16%
- software haina simba, hapana mabasa akakwana - 16%
Mutungamiriri ane mutsa (zvichida maneja director kana CEO) ndeuyo anoratidza kuzvipira kwake kune chirongwa chitsva nekubatanidza CRM mukudyidzana kwake kwezuva nezuva nevashandi.
Kugovera data, kugadzira mishumo, kupedzisa mabasa, kana akaitwa uchishandisa CRM, inogona kuve yakanakira nzira yekushandisa kune itsva system iyo vamwe vashandi vanongomanikidzwa kubatana nayo. Mune mamwe mazwi, kana zvasvika pakuitwa kweCRM, zviito zvinotaura zvinonzwika kupfuura mazwi.
4. Mukomana weIT
Zviripachena, iwe unoida kuti ikubatsire kunzwisisa iyo tekinoroji yesoftware uye kugadzirisa chero kuisa uye kuita matambudziko angamuka. (Nenzira, munyaya ye vakomana vanobva kuIT vachakubatsira isu - taura nesu, tine huwandu hwemainjiniya) Pamusoro pezvo, kuve neanokwanisa IT nyanzvi kunokuchengetedza kubva mukushungurudzika kwekutanga sezvo vachibatsira kambani kuchengetedza CRM system kusvika padanho.
Iyi dude inonyanya kukosha kana iwe uine On-Premise CRM mhinduro inoda kuti mumwe munhu atarisire sevha uye kubata kutama kwedata. Tisingataure zvikanganiso, kuseta system, kuchengetedzwa kwedata uye dzimwe nyaya dzetsigiro dzehunyanzvi dzinogona kunyanya kutyisa vasiri-IT dudes.
5. Epirical tester
Senyanzvi nyowani yekutengesa kana maneja, muongorori ane ruzivo anotamba neCRM system, yekuyedza mafambiro, marongero, zvikamu, minda, uye zvimwe zvinhu uye zvinokurudzira. Iye achawana matipi madiki asi anobatsira, edza ese mabhatani uye zvinongedzo, uye ane mazana emibvunzo. Asi uku kunyudzwa chaiko muCRM system!
Muongorori haamire kusvika aona kuti CRM inoshanda chaizvo. Uye kana angoona izvi, anobva aita mumiriri weCRM ane shungu. Naizvozvo, vaedzi vakakosha sevanofarira uye vatungamiriri, sezvo ivo vachibatsira mukugamuchirwa kwehurongwa nekuwana kwayo yakasarudzika nhanho nhanho. (Ndinoshamisika kana kune vanhu vakadaro kunze kweIT sphere?!)
Boka rimwe nerimwe rine gwai dema
Asi iyo pikicha yaisazokwana pasina mumwe hunhu hwakahwanda muCRM kuita timu.
ichi hater, hater, toxic guy.
Kunyanya kuipa kupfuura munhu anokahadzika, munhu uyu haasi kungopokana neCRM system, anobudawo munzira yake kuratidza kuti iyo pfungwa yese yaive isiriyo pakutanga. Muvengi anogona kunge ari murume ane ruzivo zvakanyanya anotoziva zvese izvi, akashambira kwese kwese. Anofadzwa nenzira dzake, dzakamubvumira kubudirira uye kuvhara zvibvumirano zvakawanda. Haadi shanduko uye anomirira kuti chimwe chinhu chisakanganise. Muvengi anongoda nguva apo chimwe chinhu chinenge chisina kumira zvakanaka kuti agokwanisa kuti nerukundo, βNdakakuudza kudaro!β
Sezvauri kuona, isu takabvisa uyu mukomana kubva kune yedu fab shanu CRM yekuitisa timu. Uye zvese nekuti iwe unogona kuita nyore pasina iyo. (Ari benzi rinoparadza).
Kukosha kwekudzidziswa
Ese aya mavara anowanzo miririra madhipatimendi akasiyana mukambani, vanoita mabasa akasiyana, uye vane vavariro nezvinangwa zvavo. Nekudaro, zvakakosha kuti vanhu vari mukutengesa, kushambadzira, manejimendi, IT uye manejimendi vane zvimwechete zvakatsanangurwa zvinangwa zvavanoda kuzadzisa kana vafunga kuita CRM chishandiso chavo chekugadzira mari.
Chekupedzisira, kuenderera uye kwakarongeka kudzidziswa ndiyo kiyi yekuita kwakapfava kuita maitiro uye CRM budiriro. Usafunge kuti mashoma ekukurukurirana masesheni nevashandisi achakwana. Mushure mezvose, hausi kuburitsa Windows update!
Ngatitarisei, CRM inogona kuoma pakutanga, yakaoma kwazvo. Kuramba uchidzidzisa vashandi kuti vangashandisa sei CRM mubasa ravo remazuva ose ipfungwa huru, yakanakisa inogoneka. Tarisa kuedza kwako pamusimboti, basa-rinoenderana nebasa kutanga. Siya mabhero akaomarara uye muridzo kuitira gare gare.
mhedziso
Kana zvasvika pakuitwa kweCRM, makambani haafanire kutarisa chete kudivi rehunyanzvi reprojekiti, sezvo izvi zvichitungamira mukukundikana kana kubudirira netsaona. Kuti uhwine, unoda mwoyo inodziya uye misoro yakangwara yevashandi vako.
Uye nekuti kutorwa kweCRM uye kukwira ibasa rechikwata, iwe uchada seti yezvibodzwa zvakagovaniswa uye zano rekuita, kuchengetedza manejimendi epamusoro kutenga-mukati, kumhanyisa sisitimu yekukurudzira, kuratidza ROI, uye zvakanyanya, kudzidziswa kunoenderera.
Hapana kupokana nezvazvo - kuita CRM kunogona kazhinji kuve inodhura uye inopedza nguva maitiro, asi kana ikaitwa nemazvo, inogona kushandura zvese kubva pamaitiro ako ezuva nezuva, mabatiro aunoita vatengi vako kana kushandura tarisiro yako kuva vatengi chaivo, kune vako. mari uye kunyange chimiro chebhizinesi rako.
Zvakanaka, wakaverenga vanhu vakadaro here? Vanogarisana sei?
Source: www.habr.com