Handinzwisise zvandinoda. Mushandisi angagadzira sei zvinodiwa zveCRM?

“Apo mumwe munhu anobata muchinjikwa, bere repichisi rinofanira kuchema”* zvimwe ndicho chinodikanwa chakanaka kwazvo chandati ndambosangana nacho (asi, sezvineiwo, hachina kuitwa). Yakagadzirwa nemushandi ane makore gumi nemaviri eruzivo mune imwe kambani. Unonzwisisa zvaanoda here (mhinduro kumagumo)? Nzvimbo yechipiri ine chivimbo inotorwa neizvi: "Kubhadhara kunofanirwa kutangwa zvinoenderana nechishuwo changu, chishuwo chinoratidzwa parunhare mbozha"**.

Chokwadi, vashandisi vari kure neIT kazhinji havagone kugadzira zvavanoda uye kuita zvisingaite nevagadziri. Naizvozvo, isu takasarudza kunyora chinyorwa chinowanikwa kune wese munhu: chichabatsira vashandisi vakajairwa uye asiri-IT mabhizinesi kugadzira zviri nyore zvinodiwa, asi kwatiri isu nyanzvi dzeIT, inyaya yekukurukura nekugovana zviitiko.

Mushandisi anodzivisa mutoro wezvinodiwa

Kana iwe ukatarisa zvikumbiro izvo vanhu vanonyora nezveCRM pasocial network kana munharaunda dzine hunyanzvi, pane chimwe chinhu chekushamisika nacho. Kune akawanda akatsamwa mameseji nezve chokwadi chekuti hazvigoneke kuwana CRM yekutengesa kwenguva refu, kugovera mafuta emuchina, yekunze advertising agency, nezvimwe. Uye kana munhu ari kuita zvekutengesa zvehuswa, saka ivo vari kutsvaga iyo CRM Seno vhezheni uye hapana chimwe chinhu. Asi mukutaura nemutengesi, zvikumbiro zvakadaro neimwe nzira zvinobva zvapera, nekuti munhu anosarudza CRM anozvinyudza mumusoro uye anonzwisisa kuti zvemazuva ano. CRM masisitimu vanokwanisa kugadzirisa matambudziko echero bhizinesi - haisi nyaya yeshanduro yeindasitiri, asi yezvigadziriso uye kugadziridzwa kwega. 

Saka zvinokumbirwa zvisina kukwana zvinobva kupi?

• Chikonzero chikuru - kusanzwisisa kukosha kweCRM system se tekinoroji. Chero yemazuva ano CRM sisitimu ine akawanda akasiyana matafura ayo akabatana neakakosha minda ane humwe hunhu (avo vasingajairane neDBMS, asi vakamboshanda neMS Access, vanorangarira zviri nyore kuona uku). Iyo interface inovakwa pamusoro pematafura aya: desktop kana pawebhu, hazvina basa. Paunenge uchishanda neiyo interface, uri kunyatso kushanda neaya matafura. Sezvo mutemo, mabasa echero bhizinesi chero ripi zvaro anogona kugadziriswa nekugadzirisa iyo interface, kugadzira zvinhu zvitsva uye zvitsva zvinongedzo, panguva imwe chete ichisimbisa iyo logic yekudyidzana kwavo. (kudzokorora). 

  Hongu, zvinoitika kuti chikamu chekambani chebasa chinoda mhinduro dzakakosha: mushonga, kuvaka, real estate, engineering. Ivo vane yavo yakasarudzika mhinduro (somuenzaniso, RegionSoft CRM Media zveterevhizheni neredhiyo uye vanoshambadzira vekunze - kuronga midhiya, kushanda nemapepa ekuisa uye zvitupa zvemhepo, uye manejimendi ekuiswa kwekushambadzira kunoitwa nenzira yakakosha.). 

  Asi kazhinji, mabhizinesi madiki anogona kushandisa CRM system kunyangwe isina kugadziridzwa uye kuvhara zvese zvinodiwa zvebasa rekushanda. Chaizvoizvo nekuti CRM iri kugadzirwa semhinduro yepasirese yebhizinesi otomatiki. Uye kuti ichave inoshanda sei kukambani yako zvinoenderana nemagadzirirwo ayo uye yakazadzwa nedata (semuenzaniso, RegionSoft CRM ine akati wandei anotonhorera maturusi anogona kugadziridzwa chaizvo kune zvinodiwa nebhizinesi chairo uye kunyangwe madhipatimendi aro: bhizinesi process editor , calculator inogoneka yekugadzira maverengero echigadzirwa paramita, nzira yekumisikidza yakaoma KPIs - uye idzi nzira dzakakodzera kune chero kambani).

• Mumiririri webhizimisi anoziva nezveCRM kubva kune vamwe, maonero anobva pane zvakaipa zvakaitika kune vamwe. Anotenda kuti chimwe chinhu chakafanana chichaitika kwaari, asingafungi kuti shamwari yake haizomboti "Ini handina kunzwisisa CRM" kana "Ndakadzvanya mari yekuita nekudzidziswa, uye ikozvino ndiri kutambura", kwete, achapomera mhosva. mugadziri kana mutengesi "akanditengesera iyi CRM", "akaitengesa kumakwenzi", nezvimwe. Ava vakomana vanowanzo funga kuti mutengesi anofanira kutambisa maawa enguva yevashandi zvachose pasina muripo (Handinzwisise kuti sei vasingade kugadziridzwa kwemahara uye kugezwa kwemota zuva nezuva kubva kumugadziri kana mutengesi, asi zvinyararire kubhadhara mutengo wekugadzirisa kubva kune mutengesi wepamutemo..
• Vangangove vatengi vanotenda kuti sezvo paine mumwe munhu pamusika anopa CRM mahara (neboka rezvirambidzo uye asterisks), saka munhu wese anofanira kungopa CRM masisitimu.. Vanosvika zviuru zvina vanhu vanotsvaga CRM yemahara paYandex mwedzi wega wega. Zvavanotarisira hazvina kujeka, nekuti chokwadi, chero CRM yemahara, kana yakagadzirirwa vanhu vanopfuura mumwe, ingori yakabviswa-pasi demo vhezheni uye chishandiso chekushambadzira.

Pane zvimwe zvikonzero, asi zvitatu izvi zvinobuda mberi nemuganho wakafara. Zvakaoma kushanda nevatengi vakadaro, sezvo vatova nemufananidzo wakaumbwa weCRM yakakodzera mumaonero avo uye vanowanzotarisira mhinduro kumubvunzo wavo senge: "Kwete, mungandipa here CRM yekutengesa yefiriji yemidziyo yekutengesa. yeNorth brand kana kuti ndifonere Germany ndoodha SAP? Panguva imwecheteyo, bhajeti rekuitwa kweCRM rinongokwana kufona kune iyi Germany chaiyo. Zvinonzwika zvakaipa zvishoma, asi kutaura zvazviri, kuenda neultimatum kune vagadziri veCRM hakuna kunyanya kugadzira pane kukurukura zvinodiwa uye kuteerera kune vane ruzivo vanoita. 

Nzira yekugadzira zvinodiwa?

Zvinodiwa zvekushanda

Sarudza chaunoda kuvandudza mukambani - ichi chichava chako chakakosha chinodiwa CRM system. Pane mabasa mana akajairika ayo makambani ari kufunga nezvekutenga CRM. 

1. Kuvandudza kushanda zvakanaka. Kana boka rekutengesa pakutanga, uye kambani yose yakazara, yakanyungudutswa muhutungamiri, inoshaya zviitiko zvinokosha uye inorasikirwa nevatengi, uye inokanganwa kupedza mabasa nenguva, ipapo rubatsiro rwepurogiramu mukugadzirisa nguva nemabasa inodiwa. Izvi zvinoreva kuti pakati pezvaunoda kutanga panofanirwa kunge paine kadhi yemutengi inotonhorera, akasiyana marongero uye kugona kukurumidza kuunganidza ruzivo nezvevatengi mune imwechete dhatabhesi. Pretty mwero zvinodiwa. Panguva ino, iwe unogona kuita chimwe chinodiwa - otomatiki yebhizinesi maitirwo, ayo anogadzirisa maitiro mubhizinesi chero saizi. 
2. Kuwedzera kwekutengesa kwehuwandu. Kana iwe uchida zvimwe zvekutengesa, kunyanya panguva yedambudziko, iri kutenderera pamusoro pemisoro yedu yatochena kubva mutsinga, saka une makiyi ma subtasks: kuunganidza ruzivo rwakakwana nezve mutengi, segmentation uye personalization yezvikumbiro kune vatengi, kukurumidza kushanda nekutengeserana kugadzirisa uye ruzivo rwekutengesa funnel . Izvi zvese zvinowanikwawo mune akajairwa CRM masisitimu.
3. Kuongorora kwevashandi (kuti tisakanganiswe nekudzora nguva yevashandi, isu hatitambe pandima iyi!) Apa ndipo panowedzera kunakidza zvinhu. Kutsvaga CRM inogadzirisa matambudziko maviri apfuura iri nyore kwazvo, kutsvaga CRM ine KPIs kwakaoma zvakanyanya, kutsvaga CRM ine chaiyo, yakawanda-maitiro, analytical KPI michina haisi nyore (kana iwe uri kutarisa, isu have RegionSoft CRM Professional 7.0 uye yakakwirira, uye ine KPI). Kana iyo CRM system yaunosarudza isina KPI system, unogona kukumbira kukwidziridzwa kwakadaro, asi ingangove yakadhura zvakanyanya nekuti ingangoita yakasarudzika module kune chero software.
4. Chengetedzo. Pakutanga kuona, CRM haishande kumakambani ekuchengetedza maturusi. Asi otomatiki isina manejimendi yekuchengetedza inotaridzika isingaite. Kazhinji, kusarudzwa kweCRM kunotungamirirwa nechishuwo chemaneja kubvisa grey schemes, kickbacks uye "avo pachavo" vatengi kubva kune vatengesi. Iyo CRM system inochengeta data, inochengetedza mutengi base kubva mukuyedza kukopa uye kuendesa kune wechitatu mapato, uye nekuda kwekuparadzaniswa kwekodzero dzekuwana, inobatsira kudzora huwandu hwevatengi uye kugona kwemushandi wega wega. Uye cherechedza - iwe unodzora nekuita kuti basa rebasa rive rakachengeteka, uye kwete nguva yevashandi kubasa. 

Sezvo mutemo, zvinodiwa zvinogadzirirwa kwete kune rimwe remabasa akanyorwa, asi kune akati wandei. Izvi zvakanaka: sezvo CRM yemazuva ano yave CRM ++, wadii kushandisa kugona kwayo kwete kune dhipatimendi rekutengesa chete, asi kune kambani yese kamwechete. Semuenzaniso, karenda, telephony, schedulers, marekodhi evatengi uye maitiro ebhizinesi anogona kushandiswa nevashandi vese vekambani. Nekuda kweizvozvo, timu yese inounganidzwa mune imwe interface. Iyo yakanyanya nzira, kunyanya ikozvino, mumamiriro ebasa kure uye zvishoma kure kure. 

Nekunyora mabasa aunoda uye nekuaenzanisa nemaitiro chaiwo mukambani, iwe unogadzira zvinoshanda zvinodiwa zveCRM. Nyaya yacho haisi kwavari chete.

Zvimwe zvinodiwa paCRM

Mabhizinesi madiki nhasi ane mamiriro akadai zvekuti izvi zvinowedzera zvinodiwa zvinova zvakakosha, nekuti CRM haishande nekukurumidza, asi iwe unofanirwa kubhadhara pano uye ikozvino, masevhisi ebasa anofanirwa kubatanidzwa nekukurumidza, vashandi vanofanirwa kudzidziswa nekukurumidza. Pakazara zvese zvinoenderana nemutengo. 

Nzira yekufungidzira sei mutengo weCRM?

Taiva nazvo chinyorwa chikuru pamusoro pekuti yakawanda sei CRM inodhura, asi inotara nzira yepasirese iyo inogona kushandiswa kune vese muzvinabhizimusi ane vanhu vatatu uye mufambisi werunhare ane vashandi 3. Kune mabhizinesi madiki, mamiriro ezvinhu anotaridzika zvishoma - uye zvakatonyanya, tinokukurudzira kuti uzvitarise zvakasiyana mudambudziko riripo. 

Saka, iwe unoda CRM uye une vashandi gumi mukambani yako, mumwe nemumwe waunoda kubatanidza kune imwechete ruzivo ruzivo rwekambani - rega. RegionSoft CRM Professional (hatina kodzero yekuongorora sarudzo dzevamwe vanhu).

Kana ukafunga kutenga CRM, unobhadhara 134 rubles pamarezinesi ese kamwe (kubva munaChikunguru 700). Izvi, kune rumwe rutivi, ndiyo nzira yakakwana: kubhadhara uye kukanganwa, izvi 2020 zviuru hazvizokura mugore kana matatu. Kana iwe, semuenzaniso, uchirenda gore CRM, zvino mumwedzi wekutanga iwe uchabhadhara 134.7 rubles chete, asi mugore inenge yatova 9000, mune mbiri - 108, mumatatu - 000 (uye kana pasina gore negore. mutengo indexation).

Asi! Isu tinoziva kuti mabhizinesi anogona kunge asina 134 izvozvi, uye CRM inodiwa kupfuura nakare kose mudambudziko. Naizvozvo, isu tine zvikamu - 700 pamwedzi uye rendi - 11 233 pamwedzi nekodzero yekutenga. Panguva imwecheteyo, iwe hauwane imwe yakaderedzwa pasuru yemabasa, asi yakafanana ine simba edition.

Isu takagadzira kuratidzwa uku kwete nekuda kwekushambadzira chete. Kana iwe ukauya kune mutengesi, iwe unofanirwa kunyatso gadzira zvinodiwa mutengo. 

• Usabvunze iyo yemahara vhezheni - iwe unenge uchizvitengesa iwe pachako (nekuti ndeyemahara) uye iwe unenge uri pahoko yekushambadzira: unozopedzisira wazvitenga zvakadaro, asi iwe unozotsamwiswa zvishoma. nekukurukurirana, uye ipapo iwe unozotsamwiswa nekusakwanisa kushanda.
• Kana usati wagadzirira kubhadhara gore rerendi kana mutengo wese we-on-premise solution, kurukura nezve mukana wekuiswa uye kubhadhara kwakasarudzika.
• Usambofa wakaraira shanduko ipapo kana iwe usina chokwadi chekuti basa racho richadikanwa izvozvi uye harisi muCRM. Zviri nani kuti utange kushandisa CRM system uye zvishoma nezvishoma ugadzire zvaunoda kuvandudza uye kuti kuvandudzwa uku kuchashandiswa sei mukambani.
• Tarisa nemutengesi kuti ndeapi mamwe mari anodiwa: kune vamwe, iyi inobhadharwa yekunze email mutengi, inosungirwa yekubatanidza kune imwechete IP telephony opareta, tekinoroji yekutsigira pasuru, nezvimwe. Iyi mitengo inogona kuuya sechishamiso chisingafadzi uye chisingafadzi.
• Tsvaga mutengo wekuita uye kudzidziswa - mu90% yemakesi aya ndiwo akakodzera mari inobhadhara nekuda kwekukurumidza uye kwakaringana kutanga kwebasa muCRM system.

Uye yeuka: mari haifanire kunge iri iyo chete inodiwa! Kana iwe uchingotarisa pamutengo wechirongwa, saka kazhinji haugone kusarudza mhinduro inodiwa nebhizinesi rako.

Saka, takabata nezvinodiwa zviviri zvakakosha: kushanda kweCRM system uye mari ichafanirwa kubhadharwa. 

Ndezvipi zvimwe zvinodiwa zvingave zviripo zveCRM?

• Rodha pane CRM system. Udza mutengesi kuti ingani ruzivo rwakarongwa kuti ruwedzerwe kune dhatabhesi zuva nezuva, kuti inofanira kuchengetwa sei uye ndeapi makopi ekuchengetedza. Kune mazhinji emazuva ano maCRM, ichi chichiri chinhu chakakosha chinogona kukanganisa kumhanya kwebasa, mutengo, modhi yekutumira, nezvimwe.
• Zvirongwa zvinogoneka. Kurukurai pachine nguva kuti marongero api anonyanya kukosha kwauri. Iyi inogona kunge iri faniro yekutengesa, mutengi weemail, zvinyorwa zvekutumira, kugovera kodzero yekuwana, nezvimwe. Sezvo mutemo, zvishuwo pano zvakanyatsojeka.
• Inopindirana nezvivakwa zviripo. Tsvaga kuti ndezvipi zvinobatanidzwa zvinogoneka, kurongeka kwefoni, ndeapi maseva emidziyo inodiwa uye kana ichidikanwa (yedesktop CRM system). Tarisa kuti ndeipi software kubva ku zoo yako inopindirana neCRM uye uirase kuti uchengetedze mari nekuisa zvinhu muhurongwa.
• Chengetedzo. Kana iwe uine zvakakosha zvekuchengetedza zvinodiwa, kurukura nazvo zvakasiyana, sezvo zvisiri zvese zvinogona kusangana kune mamwe marudzi ekutumira software. Rondedzera nguva uye kuwanda kwekugadzira ma backups, uye zvakare jekesa kuti iyi sevhisi yakabhadharwa here kana kuti kwete.
• Tsigiro yehunyanzvi. Isu tinokurudzira kutenga yakabhadharwa yekutanga rutsigiro pasuru kubva kune vese CRM vanopa kwegore rekutanga - izvi zvinokupa runyararo rwepfungwa. Chero zvazvingaitika, ita shuwa kuti tsigiro yehunyanzvi iripo uye kujekesa chiyero chekupihwa kwayo.
• Cloud kana desktop. Gakava risingaperi seApple vs Samsung, Canon vs Nikon, Linux vs Windows. Muchidimbu, desktop inozopedzisira yachipa, mune dzimwe nzvimbo dzakachengeteka uye nekukurumidza kushandisa, marezinesi ndeako uye haazonyangarika nemutengesi. Gore rakanakira vadiki, kutanga zvikwata, kana kuita kwemunhu kana kugadziridzwa kusingadiwi. Iyo scalability yemhando mbiri dzeCRM kuendesa kwakafanana. 

Iko kukanganisa kukuru kwevashandisi pavanotsanangura zvinodiwa

• Batira pazvinhu zvidiki. Semutemo, chinenge chinhu chidiki chese chinogona kugadzirwa, zvakanyanya kukosha kuti utarise kuti iyo CRM inoenderana sei nemaitiro ebhizinesi rako. Kana iwe uchifunga kuti chinonyanya kukosha muCRM idhibhodhi ine data kana kugona kutsiva logo yemugadziri neyako (nenzira, izvi zviri nyore muRegionSoft CRM), taura nevaunoshanda navo - ivo vachakubatsira iwe kuunganidza zvinodiwa, chaizvo zvine mavara achitsanangura zvese zvinokanganisa zvebhizinesi ravo maitiro.  
• Shandura zvinodiwa nesoftware kuita runyorwa rwekutenga. Iwe unonyatso verenga wongororo yese, masocial network, Habr, mamwe maportal, tarisa demo shanduro yeese CRM masisitimu uye nenzira kwayo nyora pasi zvese zvinokufadza iwe neimwe nzira, uye wobva warasa iyi yese runyorwa rurefu pane anonyatso fanirwa mutengesi. Uye iye, murombo, haanzwisise kuti sei achifanira kugadzira portal yekambani, hurongwa hwekutarisira zvichemo, accounting module uye traffic uye gwaro manejimendi system yekambani diki yekutengesa mune imwe pasuru.

Sarudza chete zvaunoda chaizvo uye zvaunogona kushanda nazvo. Nekuti isu tinogona kugadzira ekranoplan kwauri pane imwe nhanho yekubhadhara, asi a) ichave inodhura; b) sei uchichida? Kazhinji, sarudza CRM system yehupenyu hwese hwebasa, uye kwete yekuyemura seti yemamodule uye kugona - inogona kungotadza kubhadhara.

• Batanidza fungidziro uye zvishuwo mune zvinodiwa. Ratidza mune zvinodiwa izvo zvauri kunyatsoda kuita mubhizinesi uye uchashandisa; mabasa akaiswa muvacuum uye ari ega kubva kune chokwadi anokonzeresa kukuvadza: iwe unopedza nguva uchikurukura uye hauzowana mhedzisiro.
• Taura nemutengesi serobhoti. Kana iwe ukataurirana zvakananga nemugadziri weCRM (uye kwete neiyo affiliate network), saka ziva: isu hatisi chete vanogadzira uye mainjiniya, isu tiri, chekutanga, bhizinesi sewe. Naizvozvo, tiudze nezvematambudziko ako, isu tichaanzwisisa zvakakwana uye tokuudza kuti CRM ichagadzirisa sei matambudziko aya. Hatisi chete vanopa mhinduro; kazhinji, isu tinosanganisa nyaya nezveCRM nekuongorora kwebhizinesi rako matambudziko. Naizvozvo, taura nevagadziri mumutauro wakajairwa, wevanhu. Tiudze kuti sei wakangoerekana wafarira CRM system uye isu tichakutsanangurira nzira yekuishandisa nenzira yakanaka.
• Iva asingachinjiki uye akasindimara mune ese magadzirirwo. Ngwarira kuti mutengesi anopa sei kugadzirisa matambudziko ako - anotova neruzivo mumazana emapurojekiti otomatiki uye mainjiniya ake anowanzo kupa mhinduro inoshanda pane zvese zvinogoneka. Semuyenzaniso, mutengi anogona kusimbirira pakuda BPMN 2.0 notation yekutsanangura maitiro (nekuti "yakatengeswa" zvakanaka pamusangano weCIO) uye asingazive dzimwe nzira, uyezve edza yakanakira bhizinesi rekutanga dhizaini uye iva nechokwadi chekuti VOSE vashandi vake. inogona kuishandisa kurarama nemaitiro ebhizinesi. Kusarudza zvigadziriso zviri nyore uye zvinoshanda kwete zvemufashoni uye zvinodhura itsika yakanakira mabhizinesi madiki anoshandisa mari yavo paotomatiki, pane bhajeti rekambani risingaperi.
• Taura nezve CRM mune zvese, uye kwete nezve chaiyo system. Paunenge uchitaurirana nemutengesi, taura zvakananga nezve CRM system yavo, kumbira yakadzama mharidzo, uye bvunza yakadzama, mibvunzo yakakosha. Nenzira iyi unogona kunzwisisa kuti ndeapi matambudziko anogona kugadziriswa nebhizinesi rako neiyi CRM system.

Zvakanyatsorongwa zvinodiwa kuunganidza ndiyo kiyi yekubudirira pakusarudza CRM system. Kana iwe ukaenzanisa zvinodiwa ne "zvishuwo zvinyorwa" uye "mazano kubva kushamwari," iwe unozopedzisira uine chimwe chinhu chisina kukodzera bhizinesi rako. CRM system, iyo inopedza zviwanikwa uye isingaunzi zvikomborero zvinooneka. Imwe neimwe purojekiti yekuita inoda vashandi uye zviwanikwa kumativi ese, saka zviri nani kuve wakatendeseka kune vanoita kuti usaparadze chirongwa chose pakutanga. Shamwari yako huru ndiye mugadziri weCRM, uyo, nenzira, haafarire kupa software yake kuti ikwane chero zvinodiwa. Zvakakosha kwaari kuti iwe ubudirire kushanda muhurongwa, uye kwete kungozvitenga. Chero zvazvingava, izvi zvakakosha kwatiri. Ngative shamwari!

Uye pakupedzisira, nzira iri nyore yekuona kana iyo CRM kuita yakabudirira: kana iwe ukashandisa CRM uye kumhanya kwemabhizinesi maitiro kwakawedzera, kuita kwacho kwakaitwa nemazvo uye bhizinesi rako rave kuita zvakanyanya.

(chenjerera, 77 MB)

Decoding zvinodiwa kubva pakusuma
* "Kana munhu abata muchinjikwa, bere repichisi rinofanirwa kuchema" - zvaive zvakakodzera kuisa "dont live popup" - mufananidzo une mutengo waizobuda kana uchiedza kuvhara peji. Bere raichema rairatidza kuti ndiyo mhuka inonyengetedza.

**"Kubhadharira kunofanirwa kutangwa zvinoenderana nechido changu, chishuwo chinoratidzwa parunhare mbozha" - kubhadharisa kunofanirwa kutangwa nemaoko nemushandi weACS mushure mekugamuchira SMS kubva kune mushandi wezvekutengeserana nezvekupedzwa kwekugadzirisa nevadyidzani.

Source: www.habr.com