Mumwe wevandinoshanda navo aida chaizvo kuva ne iPhone 4S. Ipapo kwaingova kureba kwekushamisira. Agamuchira bhonasi, akasiya zororo rake ndokuitenga - chena, inorema zvinorema, godo rebasa rese rekutengesa. Mushure mechinguva, akatanga kunyunyuta kuti akanga asinganzwisisi izvo munhu wose akawana muPhones iyi, dialer uye dialer, asi aitya kuidonha, uye mapikicha akanga asina kuipa. Paaitaura nezve maapplication, mabasa, kufambisa mafoto, zvigadziriso nezvimwe zvinhu, akataura kuti akadzima kupinda paInternet nekuti yaidhura uye kazhinji kupuruzira. Nekudaro, akashandura iyo yepamusoro-ye-iyo-mutsara smartphone yenguva yayo kuita chidhinha chinorira. βMafuza sei!β takaseka; vamwe varavi zvimwe vakafunga chinhu chimwe chetecho.
Ini handina kufunga saizvozvo kwenguva yakareba-sezvo ndanga ndichishanda nebhizinesi software kuita. Kusvuta Kazbek uye kuchengetedza pamitambo inenge iri motto yemabhizinesi madiki uye epakati mune zvese zvine chekuita neIT. Mhedzisiro: kusashanda, kutadza kushanda, mari pasi pemvura, kuvenga software yese kamwechete uye kuzvidza mapurojekiti akabudirira.
Muzhinji, nyora pasi nzira dzekutadza kushandiswa kweCRM, kana chero software - mushure mezvose, munhu akangwara anodzidza kubva mukukanganisa kwevamwe.
Pane huwandu hwekuti kubva pa20% kusvika 60% yemapurojekiti eCRM anokundikana kana kuti haararame zvinoenderana nezvinotarisirwa. Kuva akatendeseka, nhamba dzisinganzwisisiki: chekutanga, foloko yakadaro yehutsika, chechipiri, iyo CRM uye munzvimbo ipi, chechitatu, mutengesi kana shamwari? Chaizvoizvo, kune timu yedu yekuvandudza Zvakajeka zvatingango taura nezvazvo uye kuti huwandu uhu hwenhamba hunobva kupi. Nhamba idzi dzinogona kunge dzaisanganisira kuita zvishoma (kana software ichishandiswa muchikamu chidiki chemabasa uye isingafadze kambani zvachose), zvine musoro zvisina kubudirira kuita (kambani haifarire zvese, asi inoramba ichishandisa sisitimu yayakabhadhara. ), nezvimwewo. Muchokwadi, panogona kunge paine zvikonzero zvakati kuti zvekutadza, uye bhizinesi rega rega rinozvigadzira rakasiyana, asi muchokwadi zvinokwanisika kuona yakakura asi ine magumo runyorwa rwezvikonzero zvekusabudirira uye kusagutsikana kwekuita kweCRM masisitimu. Chikwata chedu chakaunganidza zvakanakisa, uye takagadzirira kukuudza nezvavo. Usaisa makoni ako - dzidza evamwe vanhu!
Izvi ndizvo zvinoita makambani akaita seakatenga CRM uye anoishandisa kusvika padiki kana kusadaro.
Kana usina chokwadi, usazviita
Pakati pezvimwe, zvichida inotungamira kusatariswa kwezvinangwa zvekambani. Kazhinji makambani ari kutsvaga CRM system kwete nekuda kwekuwedzera kutengesa, kugadzirisa bhizinesi maitiro, kana kuwedzera kunaka kwesevhisi, asi nekuda kwe "kuti zviitike." Uku ndiko kutanga kusingabudiriri kuita: hapana nzwisiso yekuti uchashandisa sei chishandiso, zvinoreva kuti chicharamba chisina kutorwa.
Chii chandinofanira kuita? Sarudza zvinangwa zvekambani uye zvinangwa zvekushandisa CRM system. Zvinoshuvira kuti vawirirane, nemamwe mazwi, vave nezvavanowirirana. Maitiro acho ari nyore: tora bepa, nyora pasi zvinangwa zvekambani (zvichida nedhipatimendi kana mushandi), tora yechipiri uye nyora pasi zvinangwa zveCRM kuita. Kubva panguva ino, iwe unotanga kugadzira zvinodiwa zveCRM system, yaunogona kutanga kushanda nevatengesi. Zvinonyanya kukosha kuona zvinangwa zvako kana kambani yako ichiita zvinhu chaizvo: kushambadzira, kushambadzira, mabasa ekurapa, zvekufambisa, nezvimwe.
Muenzaniso kubva muupenyu. Iyo kambani yaibatikana mumhando dzakasiyana dzezviitiko uye pakupedzisira yakatanga kusarudza CRM. Sezvo kambani iyi yaive muMoscow, vasina kufunga kaviri, vakatenga CRM zvichienderana nekufunga "izwi remumba." Vadyidzani vemutengesi vakaita mharidzo inonakidza uye vakatengesa zvine simba (vakagumisa chibvumirano chekurenda pasi peiyo SaaS modhi) zvigaro makumi maviri nenomwe. Zvakakurumidza kuve pachena kuti CRM yakanga isina kukodzera rudzi rwechiito; uyezve, yaive "yakaremara" pane email mutengi, uye kukambani izvi zvaive zvakanyanya kunetsa. Mushure memwedzi mitanhatu yekurwadziswa uye mabhiri mahombe ekugadzirisa, kondirakiti yeCRM system yakamiswa. Chikonzero chacho chiri nyore: kambani haina kuisa zvinangwa, uye mutengesi wemutengesi haana kumbofunga kubvunza pamusoro pavo - sei, iwe unogona kungovhara chibvumirano?
Mumwe munhu anoda CRM yekuratidzira
Kwemakore gumi nemaviri ekushandiswa Isu takaona kuti hazviwanzo kuitika kuti timu yese yakagadzirira kugamuchira iyo CRM system uye nekupa kukurumidza kunobvira kwekutanga kushanda. Iyi inyaya yekufungidzira. Kazhinji kazhinji, kuiswa kweCRM system kunoiswa kubva kumusoro: kuraira kunopihwa, kuiswa kunoitwa, kudzidziswa kunoitwa (mune yakanakisa nyaya!), uye basa rinotanga. Zvose. Hapana akabvunzwa, hapana zvikumbiro zvemunhu zvakarangarirwa, vatori vekutanga havana kushandirwa navo, uye gare gare vazhinji havana kufuratirwa.
Mumamiriro ezvinhu akadai, kuita kunogona kubudirira nekuda kwechiitiko chehutungamiriri hwepamusoro uye kuedza kwemutengesi, asi kugamuchirwa kwehurongwa uye kutanga kwebasa rayo rinogadzira kunomiswa nekusingaperi, nekuti mibvunzo, kurova chinyararire uye kunyange kurova chaiko kunotanga. . Vashandi havana kugadzirira mupfungwa kugamuchira hutsva; vanotya kutonga uye kuomesa screws mukambani. Sei? Nokuti iyo CRM system yakashandiswa kuratidza, uye kwete yebasa - semuenzaniso, kuitira kuti CIO kana CTO yakagamuchira mabhonasi epagore e automation. Iri ndiro hofisi yekambani.
Chii chandinofanira kuita? Zvechokwadi, muchokwadi chekambani, mirairo inobva kumusoro haisi chinhu chitsva, uye dzimwe nguva hazvitomboiti kuti udzivise zvisarudzo zvakadaro. Asi kana iri nyaya yekushandisa software iyo munhu wese achashandisa, mamiriro acho akasiyana: kana vashandi vasingatsigire chirongwa, ivo, kana zvikasakundikana, vobva vavimbiswa kuomesa. Naizvozvo, kuita kunofanirwa kuve sarudzo yemubatanidzwa: nekururamisa, nhaurirano, kuunganidzwa kwezvinodiwa uye yemhando yepamusoro nhanho-nhanho kudzidziswa. Izvi hazvisanganisi matambudziko ekutora chirongwa chitsva, asi dhipatimendi rega rega richave nekunzwisisa kuti ndiani achaishandisa uye sei. .
Muenzaniso kubva muupenyu. CIO yekambani diki asi yakapfuma yakafunga kuti chirongwa cheCRM chaidiwa. Kutanga akaenda kuSAP, saka hazvina kushanda uye akawana inodhura zvikuru uye panguva iyoyo zvishoma-inozivikanwa kunze kwenyika CRM isina hofisi inomiririra muRussia. Vakomana vacho vakabva kuCanada, vakapa zvipo zvepamusoro (zvigajeti zvisinganzwisisike muna 2010), uye vakashandisa CRM ne ... shanduro yemutauro weChirungu mukati megore. Zvese zvaizoita zvakanaka, asi avhareji yezera revashandisi yaive makore makumi matatu nemasere, uye vatengesi vechikadzi ava, logisticians, nyanzvi dzezvinyorwa uye vashandi vekutsigira vaingoziva "Made in China" kubva muduramazwi reChirungu. Kushandiswa kweCRM kwakaverengerwa muKPI. Wese munhu akatanga kurasikirwa neprimary nekuti kudzidziswa kwacho kwaive kwakarongeka "pano, nongedzera uko, gadzira chikumbiro." CRM yakasiiwa, vashandi vakashatirwa. Mushure meimwe gore rekudzingwa uye vakomana, sevhisi yezvekuchengetedza yakatanga kuferefetwa kwemukati, iyo CIO yakadzingwa pasina "parachute yegoridhe", asi nekukanda - chokwadi chekickback chakaburitswa. Nenzira, CRM haina kumbobvira yaitwa mukambani iyoyo; munhu wese akashandisa imwe hurongwa hwakaita seCRM. Kambani haina kukwanisa kuramba kutorwa.
Kusaziva uye kudzidziswa
Kunyangwe vashandisi vepamberi vanogona kushamiswa zvishoma pavanoona iyo nyowani interface kekutanga. Chii chatingataure pamusoro pevashandisi vane nguva yekupedzisira yekugadzirisa - somuenzaniso, mutengesi akashandisa 1C kugadzira invoice uye akanga asati amboona chero imwe software, uye kamwe kamwe chimiro chitsva chakaonekwa pamberi pake, dzimwe nguva chakasiyana zvachose kubva ku1C. A banal psychology inouya mukutamba - kushingaira kuramba kune zvese zvitsva. Mumamiriro ezvinhu aya, chinhu chakaipisisa chaunogona kuita kusiya kudzidziswa kwevatengesi kana kuishandura kuita hurukuro yepamutemo. Mushandi asina kudzidziswa, anosiirwa kuzvishandiso zvake kana kubatsira nechirongwa, angangosiya basa iri rine njodzi uye odzokera ku1C kana Excel. Anonyanya kujaira uye akasununguka mazviri. CRM icharasikirwa nezvose zvinoreva.
Chii chandinofanira kuita? nezve maitiro ekuita CRM system nekudzidziswa kwakanaka, asi ngatidzokorore zvakare iyo yakanyanya kukosha, yakapfava mitemo inogadzirisa akawanda ematambudziko ekugadziriswa kwevashandi kune software nyowani (kwete chete kune CRM system).
- Kumbira zvese zvekudzidzisa kubva kumutengesi: mavhidhiyo, zvinyorwa, mirairo, mirau. Kana zvese zvakarongeka nemutengesi, zvese zvekushandisa zviripo zvemahara uye kunyangwe zvisati zvaitwa: semuenzaniso, zvinyorwa zvedu zvinogona kutorwa muchikamu chekurodha chedemo vhezheni, uye vaverengi vechinyorwa ichi vanogona kudhawunirodha zviri nyore. uye - isu takatora mirairo pane yakanyanya kuomarara uye yakakosha "nzvimbo" dzeRegionSoft CRM 7.0, senge KPI, currency accounting, kuisirwa. Zvese zviri pachena kupinda, sezvakaita zvinyorwa zvedu makumi manomwe neshanu.
- Usaite skimp pakudzidziswa. Mutengesi, kana anga ari pamusika kwenguva yakareba uye asingakurimire kune mumwe waanoshanda naye ane zvisiri-musimboti zviitiko, anoziva chaizvo zvekuteerera pakutanga, izvo zvinoshanda zvinokonzeresa matambudziko makuru, saka anokudzidzisa iwe. nounyanzvi. Usatya kuti mutengesi achatambanudza kudzidziswa kuitira kuti abhadhare yakawanda paawa - isu tinokoshesawo nguva yedu, uye kazhinji inodhura zvakanyanya kupfuura awa yekudzidzira :)
- Vaka hunyanzvi hwemukati. Munguva yekushanda kweCRM system, mibvunzo ichamuka, vashandisi vatsva, zvitsva zvinodikanwa - uye mushandi anoziva CRM system mukati nekunze achakwanisa nekukurumidza uye nekugona kugadzirisa nyaya.
- Usakanganwa nezvemutengesi rutsigiro rwehunyanzvi - uye zviri nani kusvika zvese zvaenda. Ehe, kukosha kwehunyanzvi rutsigiro kunobhadharwa, asi mugore rekutanga iyi zvakare mubhadharo webasa rako rinokurumidza uye rinoita basa. Nenzira, chenjera: vamwe vatengesi vane TP package inosanganisirwa mumutengo wekurojesa software, uye iwe ungasatomboziva nezvazvo - verenga chibvumirano!
Iyo CRM system haisi kushanda
Kwete, pasina mamiriro ezvinhu funga kuti iwe uchatenga CRM uye ichaerekana isati yatanga. Izvi hazviitike nevatengesi vakakomba. Pane zvinhu zvina zvikuru zvinogona kuitika pano.
- Indaneti iri munzvimbo yako iri kunonoka. Semuenzaniso, iyo Internet yekubatanidza kumhanya yakadzikira zvakanyanya, iyo isingatenderi mutengi kuchinjanisa data neserver. Imwe sarudzo ndeye ping refu kune data data muchiitiko chewebhu application kana mutengesi akasarudza kubata maererano nemisimboti yakajeka kwaari.
- Matambudziko neDBMS. Iyo dhatabhesi ndiyo moyo uye huropi hweCRM system, saka izvo zvakanyanya kuomesesa zvinodiwa zvinofanirwa kuiswa pakugona kwayo. Chinhu chisingafadzi ndechekuti, panguva yekuitwa kweCRM system, iwe unoona kuti iwe unofanirwa kubhadhara kune DBMS, nekuti iyo yakakosha kugona haina kukwana kune zvaunoda. Mumwe muenzaniso: mutengesi anoitisa chiratidzo kwauri, zvese zvinobhururuka, asi mushure mekutanga kwekushanda system inotanga kuderera zvakanyanya, nekuti ... iwe wakaratidzwa software pane yakagadziridzwa demo base uye advanced hardware, uye kwete mumamiriro ekurwa chaiwo.
- Iko kudikanwa kwekutenga chimwe chinhu: mutengi weemail, sevhisi yetsamba yetsamba, iyo DBMS yakafanana, plugins uye ma-add-ons ekugadzirisa anoita seanonyanya kukosha mabasa. Iwe hauwane kushanda kwaunoda muCRM system yako uye unomanikidzwa kutsvaga imwe mari kuti utange kuishandisa kune yayo yakazara kugona.
- Iko kutadza kweCRM system kuzadzisa zvinodiwa nekambani ndeyekupedzisira pane iyo rondedzero, asi yakanyanya kuoma uye yakajairika nyaya. Kambani inosarudza CRM system zvichibva pane mamwe maitiro ayo, inoisa / kuishandisa, uye pakupedzisira inowana sisitimu isina hunyanzvi hunodiwa: semuenzaniso, kuronga, KPI, manejimendi ekuchengetedza, nezvimwe. Ehe, hazvina kunaka kushandisa.
Kazhinji, zvakaoma kufungidzira CRM system inoshanda chaizvo sekushambadza kunoita vamwe. Zvipikirwa zvedu zvatinofarira pakati pevamwe ndezvekuseta muawa, kutanga mumaminitsi gumi nemashanu, mahara pasina zvirambidzo, kuita mumazuva matatu/hafu yeawa/awa/15 maminetsi, kuita pasina kudzidziswa uye fenicha yekutengesa iyo "inotungamira mutengi kuburikidza nayo." Kushambadza kwakadaro, kusina chekuita neicho chaicho, kunotungamirira kumakambani anofunga nezve CRM system sechinhu chisingakoshi kana kuipa kune zvimwe zvinhu zvinenge zvemashiripiti, uye zvino vanoodzwa mwoyo.
Chii chandinofanira kuita? Shamisa mutengesi - mubvunze nezve tekinoroji yeCRM system. Usatya kuratidzika kunge usinga zive kana kuvhiringa email mutengi wako neemail server yako. Iwe haufanirwe kuti unzwisise izvi zvakadzama (kunze kwekunge iwe uine CIO kana CTO - izvi hazviwanzo kudiki uye epakati mabhizinesi mabhizinesi), asi mutengesi anosungirwa kukuudza uye kutsanangura ese ehunyanzvi nuances: rudzii. yeDBMS uye kuti inodhura zvakadini, mutoro upi waunokwanisa kumira; chii chinodiwa neCRM system? pane yakavakirwa-mukati email mutengi uye bhizinesi maitiro edhita; Zvinhu zviri kufamba sei nefoni nezvimwe zvakadaro?
Mienzaniso kubva muupenyu. Nyaya 1. Iyo kambani yakatenga CRM system (yairenda pasi peiyo SaaS modhi), iyo CRM pachayo yaive yakavakirwa paOracle DBMS, mutengo wayo wakabatanidzwa mumutengo weiyo system. Pakutanga, kukanganisa kwakatanga - mutengesi akatamisa zvigadziko zvake kunzvimbo yedata muSamara, sezvo yaive yakachipa zvakanyanya ipapo, asi mupi wacho akazove mutorwa kutevedzera SLA. Ipapo vatengi vakapihwa kubhadhara kushandisa Oracle kana kutenga pane-nzvimbo shanduro vodziendesa kumba. Hazvina basa kutaura nezve chiyero chemunyoreri churn yeCRM iyi.
Nyaya 2. Iyo kambani inorenda hofisi munzvimbo yebhizinesi iri kunze chaiko kweSt. Ivo havagone kushandisa chero gore CRM, nekuti... BC inotonga kupihwa kwemasevhisi eInternet, uye iwe unofanirwa kutsungirira kumhanya-mhanya kana kutenga USB modem uye kuvimba nekusanyanya kunaka kuvharika. Nzira chete yekubuda kwavari ndeye . Asi zviri nani, hongu, kwete kusvetuka pakurenda munzvimbo yakajairika yebhizinesi, nekuti pasina Internet, kugona kwedesktop kunogumira (semuenzaniso, haugone kushandisa email mutengi, IP telephony, nezvimwewo).
Kusvika CRM chete semhinduro yehunyanzvi
Chinhu chekutanga cheiyi nzira ndiyo tarisiro yekuti iyo yakaiswa software ichaita chishamiso, kuita kutengesa uye kuunza purofiti. Iyo purogiramu pachayo haigadzirise chero chinhu; yakagadzirirwa kuve chishandiso cheiyo yakaoma sisitimu yemabhizinesi maitiro uye nevatengi hukama zano. Zvichienderana, kana vanhu vako vekutengesa vakapedza zuva rese paFacebook kana Ozon, mushambadzi anodhirowa imwe yepamutemo SWOT ongororo uye anobata musangano wezana mumwedzi, uye dhipatimendi rebasa rinotumira vatengi kumirira mhinduro kwevhiki kana maviri, CRM pachayo haigone kuita chero chinhu ichakwanisa, asi zvinopesana, ichava chinhu chisingakoshi uye mari isina kurongeka. Nekuti hongu, ingori chirongwa: goko, musimboti, interface. Uye kana iwe ukasawana nzira dzekuvandudza basa revashandi muchirongwa ichi, chinoramba chisina basa.
A CRM system inonyanya kushandisa software. Uye gamba reFonvizin's "Minor" raizova rakarurama munyaya iyi kana akataura kuti sezvo yakashandiswa, zvinoreva kuti inoda kushandiswa kune chimwe chinhu. Sezvineiwo, kubatsira mukuedza kwese kwekambani kusimudzira kutengesa uye sevhisi yevatengi. Kupa mumwe muenzaniso, CRM inokonzeresa yekumhanyisa maitiro akaomarara uye kudyidzana mukati mebhizinesi.
Chechipiri chemaitiro ehunyanzvi ndechekuchinja nyaya yekushandisa CRM system (kubva pakusarudza kuenda pakutanga kushanda) ichienda pamapfudzi edhipatimendi reIT kana system administrator. Izvi zvakazara nenyaya yekuti iwe uchagashira yakanyanyisa tekinoroji sisitimu ine yakanakira marongero, ayo anozove asina basa nekuti haaenderane nezvinodiwa zvebasa rekutengesa, vatengesi, rutsigiro, logistics - ndiko kuti, vashandisi vakuru.
Chii chandinofanira kuita? Sezvatakambotaura, ita kuti kuita mubatanidzwa, gadzira boka rinoshanda uye dzidzisa vashandi kuti vashande zvine pundutso neiyo CRM yakasarudzwa system. Nenzira, nyanzvi yemukati yatakataura pamusoro apa inofanirawo kubva kumapoka evashandisi anoshanda, uye kwete kubva pakati pevashandi vedhipatimendi reIT. Nenzira iyi, iwe unogona zvakare kudzivirira kudzvinyirirwa kubva kune nyanzvi dzeIT kune vashandisi uye kunzwa kwehunyanzvi kusagona kuverenga pakati pevashandisi, izvo zvinowanzo kurudzira zvakanyanya. βSaka, ko nezve registry? Wakaichenesa? Kuregererei? Zvakanaka, kuburikidza ne cmd uye regedit. Hongu, mwana anozviziva!β - kana iyo chinyorwa ichiverengwa nevanhu vari kure nekutonga, ivo vanonyatsoziva cringe kubva kumazwi aya pakutanga kusinganzwisisike PC inotonhora. Ndinokurudzira kutaura mukupindura: "Bhonasi? Hauzive here chimiro chemubhadharo uye wakachengetwa mihoro pakupera kwekota? EBITDA neEBIT hazvisati zvaverengwa, saka takamirira hunhu hwakaverengerwa maererano neRAS. "
Muenzaniso kubva muupenyu. Kwete nezveCRM, asi padyo zvakanyanya. Iyo kambani yakasarudza kusiya CRM, asi chimiro chechiitiko chaida huwandu hukuru hweruzivo, rwakaunganidzirwa nenzira yezvinyorwa mune yakanyorwa-yakanyorwa "yekubhadharisa rudzi". Sezvinodiwa, mushandi webasa reIT akadhawunirodha - akagadzira chirevo, icho mushandi ane mukana "akamonyoroka" kusvika nhasi kuburikidza neyechinyakare GUI pamitsara mitatu. Pamishumo yakakosha, mapfupi ehunyanzvi maratidziro uye maodha akagadzirwa mu "date - data - slice" fomati. Vashandisi pachavo vakashandisa mafaira e-csv akaiswa sezvavaida. Asi kuchinja kwehutungamiri kwakatungamirira kune chokwadi chokuti mutoro wekuona kuitika kwemishumo hauna kuwira kune mutungamiriri wezvokutengeserana, asi pamusangano weIT. Vakomana vacho vaisanzwisisa maitiro ebhizinesi, iyo inoshanda zvakanaka system yakadonha, uye vashandisi vebhizinesi vakatanga kushandisa 50% yenguva yavo yekushanda pane zvakafanira "zvinorema" zvehunyanzvi zvehunyanzvi izvo zvaizokwezva kune vanobvumira IT. Uye avo vanobvumirana pane zvine hutsinye vaida chirevo chaicho uye, semuenzaniso, mutsara "kutengesa uye kubhadhara kwaMarch 2017"yakashanduka kuva"asiri-zero kukosha kwemunda wekutengesa nekuvapo kweiyo yekubhadhara parameter yenguva 00:00:01 01.03.2017/23/59 - 59:31.03.2017:XNUMX XNUMX/XNUMX/XNUMX, kusanganisira kukosha kubva patafura_yekubhadhara" Mhedzisiro: vatengesi vakatambisa nguva pakudhirowa hunyanzvi hwekuita, nyanzvi dzeIT dzakaseka kuedza kwavo uye mhedzisiro uye vakaputira hunyanzvi hwekugadzirisa, nguva dzekupedzisira dzekuisa data uye kugadzirira mishumo yakatambanudzwa kwemavhiki. Aya ndiwo mafomu asinganzwisisike ayo absolute tekinoroji mukambani anogona kutora :)
Iko hakuna maitiro ebhizinesi, kune mhirizhonga yebhizinesi
Ichi ndicho chikonzero chepamusoro chekutadza mukuita kweCRM system. Zviri nyore: kana iwe usina chiono chekugadzirisa bhizinesi maitiro mukambani yako, iwe hauna CRM zano. Zvechokwadi, pakupedzisira 99% yemakambani ane chinangwa chekugadzira mari, asi chinangwa ichi hachikwanisi kuva chinangwa chebhizimisi uye kushanda kweCRM. Uyu ndiwo mhedzisiro yekuzadzisa zvimwe zvinangwa zvine chekuita nekambani: kuwedzera kutenderera kwehupenyu hwemutengi, kuwedzera huwandu hwekutengesa, kuwedzera avhareji bhiri, kuwedzera musika wekugovana, nezvimwe. Uye nekuda kwezvinangwa zvakadaro, kureva, kune yevatengi hukama manejimendi (CRM) zano, software inofanirwa kugadzirwa - yako CRM system. Kana iwe usingazive kuti zano rako nderei uye usinganzwisise maitiro, kuita kunogona kushanduka kuita bhajeti. Asi kana paine chiono kana iwe wakagadzirira kuongorora nekugadzirisa bhizinesi maitiro, CRM ichapa kambani kuramba kune ekunze matambudziko, nekuti iwe uchave uine hwaro hwakasimba hwemhando yepamusoro yevatengi, analytics uye routine automation.
Chii chandinofanira kuita? Bhizinesi process reengineering ndipo panofanira kutanga kuita. Takakuudza kuti ungaita sei izvi munyaya yedu uye nezve . Kana paine matambudziko, sanganisira mutengesi kana angangoita chipangamazano akanaka mubasa iri (kwete kuvhiringidzwa nevarairidzi uye infogypsies!). Asi ndine chokwadi chekuti nzira yakanakisa yekambani ndeyekuzvimiririra kunzwisisa maitiro ebhizinesi, kudhirowa madhayagiramu, kugovera nhanho, nguva dzekupedzisira uye mabasa, kubvisa zvinhu zvese zvisina basa uye wozodzidza kubva kumutengesi maitiro ekuita otomatiki muchimiro chevakasarudzwa. CRM system. Nenzira, izvi zvinogona kuitwa mushure mokunge hurongwa hwatanga kushanda - uyezve, nenzira dzakawanda zviri nani.
Zvakanaka, mumwe mutemo usingachinjiki: kana bhizinesi rekuita rachinja, nekukurumidza ita shanduko kuCRM system.
CRM mukambani ine maitiro asina kugadzirwa ebhizinesi. Hapana chinhu chisina kujairika here?
Patchwork kuita kweCRM system: ichaita!
Patchwork kuita kweCRM system ndeimwe mhosho huru. Inogona kutora nzira dzakawanda - ngatitarisei mimwe mienzaniso nevatori vechikamu vakasiyana.
- Iwe waita CRM system uye unoda kumwe kuvandudzwa (semuenzaniso, mishumo yakakosha, tsika Calculator configuration mukati RegionSoft CRM, nezvimwewo), asi nokuda kwechimwe chikonzero unofunga kusabhadhara mutengesi uye kusagadzirisa matambudziko aya iwe pachako. Nekudaro, kambani inonyimwa mukana wekushanda sezvinodiwa kana kutsvaga mamwe maturusi, kubhadhara zvakanyanya kune mamwe software.
- Iwe wakatenga CRM system, asi wakasarudza kusaita nemagadzirirwo, uye uri kushanda pamubhadharo wakaderera, semuenzaniso, kungopinda mutengi data. Panguva imwecheteyo, une telephony, mail, mishumo, bhizinesi maitiro, zvirongwa, asi iwe haushandisi chero cheizvi, uchida kushandisa zvikumbiro zvekare. Nekudaro, iwe unoshanda nemaune neyakakamukana mutengi base uye kusashanda kushanda kweCRM system. Zvakanaka, zvakafanana nekutenga iPhone 10 uye kutarisa nguva pairi, asi kufona uye kutumira mameseji kubva kuNokia 3310.
Aya ndiwo maviri akajairwa mamiriro ezvinhu; sezvazviri, kune mamwe: kusada kuendesa data, kusawanzoshandisa, zvidimbu zvemashoko, nezvimwe. Uyezve, maitiro aya haabvi pane nyore kwehurongwa, chimiro chayo, kukurumidza kwekushanda uye mamwe maitiro - chinhu chevanhu chinokunda pano.
Izvo zvinoitikawo kuti CRM system inotanga kumira nekuda kwekukwana. Iyo sisitimu haina kuiswa mukushanda kudzamara vashandisi vagadzirisa uye vadzidza zvachose mabasa ese; kushanda nehurongwa kunomiswa kwenguva yakareba. Mamiriro ezvinhu aya azere nenyaya yekuti basa harizombotanga, nekuti zvakaoma kugadzira yakanakira CRM system pasina kutanga kushanda zvizere mairi uye pasina kunzwisisa maficha mumamiriro chaiwo. Maitiro akanaka anouya chete kuburikidza neruzivo rwemushandisi.
Chii chandinofanira kuita? Mushonga wakanakisa wekutemesa zvigamba ndeye kufambira mberi uye kuenderera mberi kwekuita: marongero akaomarara (semuenzaniso, kubatanidzwa neiyo chaiyo PBX, bhizinesi maitiro ekuenzanisira) kunofanirwa kuitwa mukuwirirana nekutanga kwekushanda, kupinda data uye kuzadza iyo CRM system nemasangano anoshanda. . Izvi, chekutanga, zvinokutendera iwe kuti uone mhedzisiro yekutanga, chechipiri, ichapfupisa nguva yekubhadhara, uye chechitatu, ichaita zvakanyanya kufambisa maonero eCRM system nevashandi, sezvo shanduko ichizofamba zvishoma nezvishoma uye havazofanira kuita. tenzi ese mamodule uye mabasa kamwechete. Panguva imwecheteyo, CRM haifanirwe kuve nyanzvi chete "pamusoro"; iwe unofanirwa kushandisa yakanyanya kushanda uye kuwana application kune ese mamodule. Pakutanga kuona, mamwe emikana anogona kuita seasingaite, asi neimwe nzira yakadzama zvinova pachena kuti bhizinesi otomatiki rine mativi mazhinji uye nekuzara kwaro, rinonyanya kushanda.
- ichave yakakosha kwauri chero ipi zvayo.
.ine simba RegionSoft CRM ine kugadzirwa, imba yekuchengetera zvinhu, KPI, vanoronga uye zviri nyore bhizinesi maitiro - .
Kutengwa uye kukanganwa
CRM yakangotengwa (inowanzo kubhadharwa), asi haina kuitwa. Iyi inyaya yakajairika: vazhinji vedu takabhadhara zvinyoreso zvatisingashandisi; makambani ane anongogara achibhadharwa asi asina kugadziridzwa kana kungoshanda zvisina kunaka portal yekambani, Yandex.Direct, bhurogi paHabrΓ©, nezvimwewo. Mabhiri anobhadharwa, asi iyo service haina kushandiswa. Chinhu chimwe chete chinoitika neCRM system - inobhadharwa, uye zvakanaka, tave kuda kutanga, panenge pave nemusangano uye isu tichagovera mabasa, nezvazvo ... Chaizvoizvo, iyi imhando yekuverengera pa chiyero chekambani.
Chii chandinofanira kuita? Chekutanga pane zvese, tsvaga kuti sei izvi zvaitika: iyo CRM system isingaite, inononoka, haipe izvo zvinodiwa? Uye kutorwa chaizvo zvikonzero izvi, uye wobva watora matanho ekuisa software mukushanda kana kuitsiva neimwe yakafanana, asi yakakodzera mhinduro.
Kukara kwe fraer kwakaparara
Kutaurirana nemutengesi inzira huru yekuuraya kuita uye kubhadhara kaviri. Mutengesi anobvumirana nehuwandu hwako uye anogadzirisa maitiro ayo, izvo zvinozotungamira mukudzikira kwemhando yekushandisa. Ngatiburitsei chakavanzika: kumabhizinesi madiki uye epakati, CRM haina kudhura, uye kuchengetedza yakawedzera mazana ezviuru rubles kunogona kukanganisa kuita kukuru.
Chii chandinofanira kuita? Chekutanga pane zvese, usanyengerwa nezvipikirwa zvemahara CRM system uye CRM ine 70% kuderedzwa. Ichi ndicho chikonzero chekutanga chinopa chishuwo chekuchengetedza mari - nei uchibhadhara kana iri yemahara?! Izvo zvakakosha kuti unzwisise kuti CRM system haigare ichidhura zvakanyanya sezvakanyorwa mumutengo runyorwa, . Nekubhadhara kushandiswa kweCRM system, uri kuisa mari mubhizinesi rako uye kusimudzira kwayo mhando. Izvi, pamwe nekuchengetedzwa kwekambani (iyo, nenzira, inosanganisira CRM system), haina kukodzera kuchengetedza.
CRM ndeyekutengesa chete!
Kutarisa CRM chete pakutengesa otomatiki uye kushandisa sisitimu senge-yekuita runyorwa uye runyorwa rwekufona ndechimwe chikanganiso chakajairika. Uye iyo misika ndiyo ine mhosva pairi, umo zvachose zvinhu zvese zvinonzi CRM: kubva pamagetsi notebook kusvika kunenge ERP. Pakutanga, pakanga paine kupatsanurwa muSFA neCRM, uye iyo yekupedzisira yakapihwa basa chairo rechishandiso chepasirese chekuita otomatiki mabhizinesi ese ane chekuita nevatengi, uye kwete kutengesa chete.
Kana CRM ichishandiswa chete semutengesi wekutengesa + nzira yekuchengetedza nheyo yemutengi, ichaita seizvi: basa rinoratidzika kukura uye kunyange mari iri kukura, asi kukura kwakakura. Uye kana iwe ukateerera kune kunaka kwezviito zvevashandi uye uchinyura mumabhizinesi maitiro, kukura kuchanonoka, asi kwakanyanya. Nenzira, sarudzo yakanakisa ndeyekusanganisa kushandiswa kwakawanda kweiyo sisitimu nekuwedzera kugona kwayo uye kufambira mberi (kufanana zvishoma nezvishoma kuita kwatakanyora pamusoro).
Chii chandinofanira kuita? Shandisa CRM system kusvika pakuzara kwayo, uye kwete kungotengesa chete. Somuenzaniso, mukambani yedu tinoshandisa zvekutengesa, kushambadzira, kushambadzira, tsigiro yehunyanzvi uye, hongu, zvinangwa zvekusimudzira. Vatengi vedu vanoishandisa sechirongwa chekuchengetera zvinhu uye logistics nekugadzira manejimendi system, nezvimwe. Sezvo mamodule anoenderana akapihwa, nei? Mumusimboti, kune mashoma ekutengesa akachena maCRM asara pamusika, saka shandisa ese mikana yakapihwa iwe uye iwe uchakurumidza kujaira kune yakakwirira kugadzirwa kwechikwata che otomatiki.
Handina kuzvisarudza ini, asi ndakarairwa
Kusarudza CRM yakavakirwa pane mamwe maitiro anoshamisa inzira ine njodzi yekuparadza. Kusarudza CRM "nepfungwa dzemumwe munhu" kwakangofanana nemaitiro ekubiridzira kuchikoro: zvinoita sekunge wakaibvisa usina kufunga, asi pane zero inobatsira, kungokuvadza kwakachena. Bvumiranai, hazvina musoro kuti vakuru vaite izvi, kunyanya mune yakakosha uye, chokwadi, yakakosha nzira - mubhizinesi rako kana kubasa rako.
Mune iyo yapfuura post, chiratidzo chakaputika mumashoko nezvekuti imwe kambani inosvika sei pasarudzo yeCRM. Mushandisi weHabr nekushingirira kwakashata akatirwisa nemubvunzo wekuti kuenzanisa kwedu nevakwikwidzi kuri kupi, nei kushambadzira uku. Ini handina kugadzirira kuburitsa faira rakadaro. Takaratidza chinzvimbo chedu uye takaronga yakaparadzana yakashatirwa positi pane iyi nyaya, asi parizvino tadzikama uye tichatsanangura zvakakanganisika zvekutanga zvekusarudza CRM system.
- Zviyero, pamusoro, rondedzero izere bhuru, nekuti zvese zviri mazviri zvine musoro, wongororo dzinowanzo fake, uye nzvimbo dzepamusoro dzakatengwa zvinobudirira.
- Analytical mishumo yakanaka nyanzvi yepamusoro (Gartner, Forrester), asi kashoma ine CRM masisitimu akakodzera mumutengo uye kushanda kweRussia mabhizinesi madiki uye epakati nepakati.
- Maonero emumwe munhu pasocial network pamwe haadi zvakataurwa, asi isu takakwanisa . Kana iwe uine usimbe hwekutevera chinongedzo, saka muchidimbu: uchiri kutenda muhuwandu hwemafungiro pasocial network?
- Competitor positioning inokurudzirwa nemutengesi inzvimbo isingavimbike. Hongu, pakutanga kutarisa iwe uchawana kuenzanisa kwechokwadi pasina kuzvidzikisira uye kuzvirumbidza iwe pachako, asi mukushambadzira kwevatengesi dzimwe nguva unosangana nevarume vakangwara uye vanoziva nzira yekupa "tsvakurudzo" yakadaro muchimiro che "munhu wese akaenzana, asi isu takaenzana." zvakaenzana.β
Chii chandinofanira kuita? Tungamirwa nezvinodiwa nekambani yako yeCRM system, zvisarudze iwe, bvunzo dzedemo shanduro, usanyengerwa nevimbiso dzekushambadzira uye mhando, teerera kune hunyanzvi hwemutengesi. Kazhinji, ita sarudzo dzakakosha dzebhizinesi nemusoro wako wakangwara, unotonhorera uye wakadzikama.
Pakupera kwechinyorwa ichi, iwe neni takatadza kuita izvi kagumi, uye hazvisati zvakurukurwa kuti chikonzero che fiasco kazhinji kusava nehanya kwemaneja nevatungamiriri vepamusoro, huwori hwevakuru vedhipatimendi, hunhu hwekuita. basa, kukakavara kwemakambani emukati, kusava nehanya kwemutengesi (kazhinji - vadyidzani vaanotora chero zvakadaro, pasina kuongorora hunyanzvi hwavo) uye kunyangwe mamiriro ehupfumi munyika.
Saka, sezvo zvichityisa, pamwe hatifanire kuzviita? Chokwadi kwete. Pane zvinopesana, zvishongedze kumeno nemashoko uye shandisa nenzira iyo vakwikwidzi vako havagone. Kuzvitaura zviri nyore, CRM inofanirwa kugadzirisa matambudziko maviri: kuita kuti basa remaneja rive nyore uye ive nechokwadi chekujeka kwemabasa ekuita kwemaneja. Aya mabasa anobatsira mushandi wese wesangano; ivo vanovabatsira zvakananga kubvisa tsika uye kutanga kuwana yakawanda. Ehe, CRM kuita haisi "15 maminetsi", inorwadza uye yakazara maitiro, asi izvi ndizvo chaizvo kana mutambo uchikodzera kenduru.
Nesu kune ese proprietary software yeRegionSoft Developer Studio, kusanganisira yedu mureza RegionSoft CRM mune ese editions (CRM yemabhizinesi madiki uye epakati nepakati).
, umo, pasina kushambadzira, isu tinonyora kwete zvachose zvinhu zvepamutemo nezveCRM uye bhizinesi.
Source: www.habr.com