Iyo IT chikamu chinhu chisingaongi uye kufanotaura pano kwakafanana nemamiriro ekunze zhizha rapfuura, iwe ucharamba uchitonhora. Kana kuti uchatota. Kana sunstroke inobaya. Asi sekuratidzira kwaita nguva, takaita zvakanaka nekufungidzira kwedu kwe2019, saka takafunga kutaura nezveCRM 2020 maitiro sezvatinoaona kumabhizinesi madiki nepakati. Takavawana zvachose kwete zvinofananidzira 11, uye chii chinofananidzira uye nekupa mubasa reinjiniya. Zvese zvatinoisa mumafambiro zvinoenderana nechikwata chedu zvakabva pamakore gumi nemana echiitiko mumusika weCRM, zviri kuitika muindasitiri uye zvikumbiro zvevatengi vedu. Kazhinji, isu tine mutoro wekufanotaura.
Nguva yechando ino ndiyo chete nzira yekuziva mamiriro ekunze π
Zvakakosha! Iyo fungidziro ine chekuita nemusika weRussia uye otomatiki emakambani muRussian Federation neCIS; mumisika yekuMadokero uye muUSA kune akasiyana maitiro uye, chokwadi, akasiyana mamiriro panguva ino.
Parizvino, kufarira muCRM kunonyura chete pazororo, 2018 - 2019, Russia + CIS, Yandex
CRM inozopedzisira yaenda kupfuura kutengesa
Vagadziri veCRM masisitimu vanoramba vachivaka kukwidziridzwa pahwaro hwedzidziso se "kuitwa kweCRM kunoreva + 50% kutengesa," nekuti maitiro ekutarisira kukura kwekutengesa kubva kuCRM system yadzika midzi mupfungwa dzevashandisi. Nekudaro, uku kunzwisiswa kwekare kweCRM: masisitimu mazhinji agara ave mhinduro dzepasirese dzekupedzisira-kusvika-kumagumo bhizinesi otomatiki, kubva kune munyori kuenda kumukuru mukuru, kusanganisira logisticians, vashandi vekugadzira, vatengesi uye vanhu vanotengesa.
Ikozvino zvese zvinodikanwa zvakagadzirirwa kuti mabhizinesi aone iro rakazara kushanda simba . Pane akati wandei mapoinzi andinoda "kupaza" muna 2020 ndodzika midzi mupfungwa dzevashandisi veCRM masisitimu.
- Maitiro ebhizinesi anofanirwa kuve otomatiki mune chero kambani, zvisinei nemunda webasa uye saizi. Automation yemaitiro uye kugovera kwakajeka kwematanho uye mabasa anochengetedza mari yekambani uye kusunungura zviwanikwa zvebasa (izvo, nenzira, hazvifanirwe kuderedzwa, asi kushandiswa zvinobudirira).
- Iyo CRM sisitimu inofanirwa kuve yepakati pekuronga kwemunhu uye kwechikwata kuitira kuti manejimendi uye vatinoshanda navo vadzore nguva mukati mechikwata. Uye nditende, vanoronga mune mamwe maCRM masisitimu anotonhorera zvakanyanya kupfuura anofarirwa neGoogle karenda (uye yakachengeteka!).
- CRM inofanirwa kunzwisiswa nebhizinesi kwete sechishandiso chekutengesa, asi sechidziviriro chekuchengetedza, sezvo ichichengeta marekodhi evatengi vese (customer base), kutengeserana uye kwakawanda kutengeserana. Iko kukwanisa kugovera kodzero dzekuwana kune umwe neumwe mushandi (iyo isingawanzo shandiswa, asi pasina) inokosha zvakare. Iwe haufanire kuenda kunovhima huroyi uye kutarisa mushandi wese - ingoisa matanho ekuchengetedza eimwe CRM system uye maneja webhizinesi anorara zvishoma.
Edza kutora maonero akajeka eCRM. Nenzira, unogona kudhawunirodha bhuku redu uye ona izvo imwe system inokwanisa kuita - angangoita mazana mana emapeji ekutsanangurwa kwesimba rehurongwa ari kure nekutengesa chete () Pakazosvika 2020, takaedza kugadzira hurongwa hune zvose zvakakosha uye, zvakakosha, kushandiswa kwebhizimisi mabasa pasina AI uye ma sensors emwoyo. Tiri zvebhizimisi.
Mabhizinesi madiki anozonyura mune omnichannel
Chaizvoizvo makore 3-5 apfuura, nzira huru dzekutaurirana pakati pemabhizinesi nevatengi dzaive runhare (IP telephony) uye email. Nhasi zvinhu zvasiyana: vatengi uye vashanyi vewebhusaiti vanogona kubva pakutaura pawebhusaiti, Teregiramu, taura paYandex uye kubva pasocial network (inonyanya kukosha kune B2C). Iyo CRM system, seyo huru software yezviitwa zvekutengesa zvekambani, yakatarisana nebasa rekuunganidza, kugadzirisa uye kuchengetedza ruzivo nezvese akakosha nhaurirano. Izvi zvinogona kuitwa zvakasiyana kune yega yega chiteshi, kana iwe unogona, semuenzaniso, kuunganidza zvese mutsamba uye kutaura pane webhusaiti, uye nekuzvibatanidza muCRM. Iyi mhinduro yakakwana kubva pakuona kwekuchengetedza uye kurongeka kwedata: mashoma ekunze ekubatanidza, njodzi yakaderera yeasina-standard hacking uye kupinda muhurongwa.
Omnichannel icharamba ichikura kuti ive nechokwadi chekuti mutengi anotaurirana chaizvo nenzira yakamukodzera, uye kwete nenzira inoraira software yako. Nei zvichibatsira kuti ufunge nezvazvo?
- Iwe hausi kuzorasikirwa nemutengi mumwechete kana anofarira saiti mushanyi.
- Iwe uchave uine data rakawanda padanho rekutanga.
- Mikana yekushambadzira yakanangidzirwa pachiteshi chekutenderera inovhurika pamberi pako (zvisinei, iyi imhando ine gakava rekushambadzira meseji, saka ongorora kuti zvine chekuita sei uye zvine hutsika kuti iwe "udzingire" mutengi munzvimbo yake yega).
- Zvichava nyore kwauri kuti uwane zvakajairika nevashandisi vanodzivirira mafoni uye kutaurirana nemuromo nekutengesa, mainjiniya uye rutsigiro. Mukuwedzera, panguva yekunyora tsamba, vatungamiri vekambani vane nguva yakawanda yekufunga nezvechikamu chavo chehurukuro, iyo inovandudza zvakanyanya kunaka kwekupa ruzivo.
Analytics yemabhizinesi madiki
Aya maitiro anga aripo kwemakore mazhinji; yave iripo kubva pakasikwa ekutanga CRM masisitimu, asi zvakadaro, mabhizinesi madiki achangotanga kuuya kune analytics izvozvi. Izvi zvakanonoka kujoinha maitiro nekuda kwezvinhu zviviri: 1) bhizinesi harina kuda analytics uye rakazvimisira iro basa guru - kutengesa; 2) pakanga pasina tsika yebhizinesi yakawanda yekushandisa data. Mamiriro ezvinhu akachinja: 1) mumamiriro ezvinhu emakwikwi asina mutengo, ruzivo rwakadzama rwemutengi wega wega runowedzera hupfumi; 2) analytics yakauya kumabhizimisi maduku neYandex.Metrica neGoogle.Analytics - idzi data yedhijitari yakamanikidza mabhizimisi maduku kuti afunge nezvezviratidzo, kuongorora uye kuchinja. Nekudaro, maiwe, izvi hazvisati zvapihwa, asi ingori maitiro, uye zvichaenderera mberi muna 2020.
CRM yakaitwa nemazvo ndiyo hwaro hweruzivo rwakakwana kune wese mutengi uye inopa mikana mikuru yebasa rinonakidza revatengi uye mushure mekutengesa-rutsigiro. Uye iyi imari. Zviripachena kuti 2020 harizove gore rakanyarara uye rakadzikama maererano nemamiriro ehupfumi, izvo zvinoreva kuti hondo yemutengi wega wega ichawedzera. Unoda kupona here? Shandisa analytics mune yako CRM system, mibairo ichave inokurumidza uye inofadza. Kunyangwe iwe ukasavaka super analytics masisitimu, asi shanda nenhamba uye tora mhedziso.
Masevhisi akaomarara achakura - maiwe
Kutaura chokwadi, hatidi maitiro aya, asi akasimuka munguva pfupi yapfuura uye achakura chete. Nhasi, kune aggregators eCRM masisitimu anongotengesa; vanopa vanopa vari kushingaira kupa kwete kungotambira, asi VDS ine CRM, 1C, uye hofisi iri mubhodhi. Kubva pakuona kwemaneja akajairwa, mukuru uye accountant, izvi zvakanaka: zvinokurumidza kutumira, hapana zvibvumirano zveITS kwauri, kubhadhara hakubatanidzwe mumutengo wemari, zvese zvinoitwa nevamwe vechitatu-bato maneja, hapana kunetseka. Uye zvinonyanya kukosha, zvine pundutso uye unongoda kushanda nekambani imwe chete. Aya maitiro anosiririsa - uye heino chikonzero.
- Njodzi hadzina kugovaniswa: kana paine matambudziko ehunyanzvi kana ekutengesa neanotambira, iwe unorasikirwa nezvese kamwechete uye uchaona kusununguka kwekushanda, zvakazvimiririra kubva kwauri.
- Masisitimu akafanomisikidzwa pamaseva ari kure anowanzo ane zvirambidzo pakuchinja kwekugadzirisa, zvigadziriso, kuwedzera, nezvimwe.
- Mari yekunyorera yemasevhisi akadaro (uye iyi inogara iri muripo wekunyoresa) yakazara ichakurumidza kudarika mutengo wekutenga marezinesi esoftware (CRM kana 1C), mutengo wemuridzi uchave wakakosha, kunyanya kukambani diki.
- Iwe haugone kuve nechokwadi chekuchengetedzwa kwedata rako uye kuwanikwa kweazvino-backups - hapana chokwadi chekurwiswa kana chinhu chemunhu hachifanirwe kubviswa.
Ngwarira pakusarudza mabasa akadaro.
Micro CRM haisi yemunhu wese, asi inodiwa
CRM masisitimu ari kuwedzera kuomarara uye kuva wepasirese. Isu tiri kugara uye tichishingaira kukura kwemakore akawanda uye kuburikidza nemuenzaniso wake tinoona kukura uku. Ndokusaka taifanira kupatsanura vashandi vekunyora uye kupa bhizinesi rega rega vhezheni yaro (kunyangwe munhu wese ainyanya kufarira ) Nekudaro, kune makambani ayo kunyange majunior editions eCRM masisitimu ari pamusika haana kukodzera. Zvose zvavanoda ndezvekunyora chikumbiro chenguva imwe chete kubva kumutengi, kufonera, "mutungamiri" pakutengesa uye kuvhara. Aya mabhizinesi madiki uye madiki asati agadzirira kubhadhara analytics, data rekutanga, maitiro akaomarara ekutengeserana, mabhizinesi maitiro uye zvimwe zvese.
Makambani akadaro anoda micro CRM - yakapusa makore mhinduro inogona kugadzirisa nyaya dzebhizinesi pasina kuomesesa kuita, kudzidziswa, uye zviri nani zvisingadhure. Naizvozvo, mabhizinesi ari kutsvaga maCRM akareruka. Pakutanga, isu hatina kuona ichi chinodikanwa nekuti takashanda padhuze neiyo inoshanda, ine simba CRM. Zvakazarurwa zvakauya patakasunungura yedu : vatengi vakaratidza kuifarira chaizvo seCRM yakapusa (transaction sechikumbiro, runhare, mutengo webasa, mastatus - izvi zvakakwana kune vamwe vatengi kubva kumabhizinesi madiki uye madiki).
Iyi ndiyo nzira yakanaka: kubva kune "diki" yakadaro automation, bhizinesi richakurumidza kana kuti gare gare kusvika kune guru uye richakwanisa kugamuchira kubva mairi chinhu chimwe chete semakambani makuru, zvinoreva kukura pamusana pekuongorora, kushanda pamwe chete. KPIs, uye kutonga maitiro ebhizinesi. Imwe yemhando dzakanakisa dzatakaona.
Low kodhi musungo kune mamaneja
Muna 2019, iyo pfungwa yekodhi yakaderera yakadzokera kuhupenyu hwenyika yeCRM. Muchidimbu, aya ndiwo mapuratifomu aivepo kare, asi ivo vakapedzisira vawana zita rakanaka rekushambadzira. Maitiro mugadziri ane BPMN notation rutsigiro? - Ehe, iyi yakaderera kodhi! Visual UI mupepeti? - Yakaderera kodhi. Kazhinji, mupepeti wekuona wemaitiro ebhizinesi muRegionSoft CRM yedu kana kuseta gwaro remibvunzo muZEDline Tsigiro yetikiti system yese yakaderera kodhi. Nenzira, kune rimwe chirevo chezwi iri - NO-code.
Ndine chokwadi chekuti chinyorwa ichi chicharamba chichigadzirwa muna 2020. Nenzira, kana iwe kamwe kamwe uchida kuona chaiyo yakaderera-kodhi, tarisa paPega BPM papuratifomu, uye panguva imwecheteyo mutengo wayo tag uye ongorora kana vashandi vako vachikwanisa kurarama neiyi kodhi yakaderera. Mune dzimwe nzvimbo zviri nyore kudzidza mutauro wechirongwa :)
Kudzika kwekodhi kodhi kunoreva kugona kushandura iyo ruzivo sisitimu padivi remutengi pasina kumisa mafambiro ebasa pasina kushandisa kodhi yepurogiramu (kuburikidza neinooneka "budiriro"). Zvichitaurwa zviri nyore, iyi ndiyo nyaya imwe chete kana mutengesi achitengesa CRM/ERP nekurudziro: "mamaneja anogona kugadzirisa sisitimu yacho pasina hunyanzvi hwekugadzira." Wakamboedza kuvaka chimwe chinhu chakaoma kupfuura mutsara maitiro muBPMN? Iwe unofarira ma UML diagrams? Saka, kwete kunyangwe nyanzvi yese yeIT yakagadzirira kufunga nezveizvi, tisingarevi mamaneja akajairwa, kune vazhinji avo software inotangwa ne βkubaya pa. pentagram 1C".
Sei yakaderera kodhi isiri iyo maitiro aunoda?
- Kuti utsungirire yakaderera kodhi dhizaini, maneja anofanira kuziva kanenge logic (sechidzidzo, uye kwete sehunhu hwekufunga) uye kuve nehunyanzvi mukushanda nematanho. Zvichitaurwa zviri nyore, yakaderera kodhi yekuvandudza inofanirwa kufunga senge mugadziri. Zvikasadaro, zvinotora nguva yakawanda kuita zvikanganiso uye kugona muvaki uyu.
- Izvo hazvizokwani kuti iwe "uunganidze" bhizinesi maitiro, chirevo kana module - zvakakosha kuti uzvibatanidze nemazvo mukufunga kweiyo system yauri kugadzirisa.
- Pane mukana wakakura wekuti iwe unozopedzisira uine mutengesi akabhadhara rubatsiro rwehunyanzvi, nekuti iwe unenge uine mibvunzo nezve kushanda neiyo yakaderera kodhi chikuva, uye iye achafara kuvapindura - kune imwe mari yekuwedzera.
- Vashandi vako vachapedza nguva yekushanda vachidzidza chikuva uye "low code development" pachayo, uye nguva ino ichashandiswa mukukuvadza mabasa avo makuru. Zviri nyore kushandisa mari pakuvandudzwa kwevatengesi uye kwete kukanganisa vashandi kubva pamabasa avo. Kunyangwe iwe wafunga kuchinjira kune yakaderera kodhi chikuva, mhinduro yakanyanya kunaka ndeye kuhaya kana kugovera munhu akaparadzana kuti ashande nayo.
- Iyo yakaderera kodhi yepuratifomu haisi chinhu chinopfuura chivakwa chekuvaka chine mashoma seti ye cubes, zvikamu, mavhiri uye vanhu. Kana iwe uchida kugadzira chinhu chitsva chakazara chinodiwa kune bhizinesi rako zvinodiwa, iwe unozofanirwa kunyora chaiyo kodhi (uye kazhinji ungangobata mutengesi).
- Mapuratifomu ane zvirambidzo zvakawanda pakubatanidza, APIs, tsamba, nezvimwe. Iwe uchafanirwa kugadzirisa matambudziko aya kupfuura kugona kwekodhi yakaderera.
Ini handirambidze kuti mapuratifomu ekodhi akaderera, pasi peimwe sosi yekushambadzira, anozove maitiro anoramba aripo eCRM yemakambani, asi haufanirwe kuverenga pavari sekuputika kwesupernova kana kurapa-zvese. Zvingangodaro, mhedzisiro inobatsira yezvirongwa zvidiki pasina kuyera uye zvakaoma bhizinesi zvinodiwa kana, kana iwe ukatarisa mhinduro dzinodhura, kumakambani ane mari yekuratidzira kune vashandi vevagadziri (vagadziri) kune yakaderera kodhi chikuva.
Usachema, Alice, nguva yako haisati yasvika
Mukufanotaura kwedu kwegore ra2019, takafungidzira kuti matekinoroji ekutaura aizosvika kuCRM masisitimu, asi muchimiro: "Alice, fonera Sergei Mikhailov kubva kuIstok LLC." Kufanotaura kwakaitika nenzira yakaipisisa: vabatsiri vezwi vasvika padzimba dzeCRM masisitimu, asi kusvika zvino vanogona chete kugadzira mabasa - iri ibasa rakangwara kupfuura kuita kufona kwezwi. Zvakanaka, isu tinoramba tisina chokwadi: ikozvino, mubatsiri wezwi muCRM system yakawanda yekushambadzira gimmick uye pampering, isina horizon yekukosha kwebhizinesi kunoonekwa.
Zvimiro nekuda kwezvimiro zvichaita kuti CRM idhure
Munzvimbo yekutengeserana yemakambani eIT, unogona kusangana nepfungwa yebasa rebhizinesi (rinobatsira kushanda kunopera mukuburitswa) uye chinhu chechigadzirwa (kwete kunyanya marara anodiwa anopihwa nyore kune vateereri nenzira yekuburitswa kwenhau. uye nhau dzepanzvimbo dzehunyanzvi). Semuenzaniso, bhizinesi dhizaini kana scheduler ibasa rakakosha rebhizinesi, uye chiyero chemoyo mita kana pedometer mune mobile version yeCRM chinhu chechigadzirwa. Mune mamwe mamiriro, chimiro ichi chinogona kunge chiri AI, VR kana gamification - kana isingashande kune bhizinesi revatengi vanotarisirwa. Maiwe, muna 2018-2019 pakave nemafungu ehunyengeri hwakadai: maCRM akasiyana akatanga kupa mabasa ekushambadzira (asi anonzwisisika!), fonera varairidzi vebhizinesi vane mukurumbira sevadyidzani, uye ita kudyidzana kunoshamisa. Zvose izvi zvinodhura mari kumakambani uye zviri pachena zvinotungamirira kukuwedzera kwemutengo wemhinduro kumutengi wekupedzisira.
Iyi nzira inozove yakajairika nekuti inorerutsa zvakanyanya mabasa ekutengesa, inokutendera iwe kuti upinde mune akasiyana midhiya, uye kunyangwe zvese zvisina maturo, mutengi anozvifarira. Naizvozvo, hapazovi nezano - ingoyeuka kuti kune yega chip iyo "yakanyemwerera" kana "hyped" iwe uchabhadhara. Zvakanaka, aka hakasi kekutanga kwatiri - hatibhadharire zvinhu zvakadaro mumagajeti, maapplication uye kunyangwe maturusi ekuvandudza? π
Makore acharamba achikwira. Njodzi zvakare
Iyo euphoria kubva mukureruka uye kuwanikwa kwehunyanzvi hwemakore iri kupa nzira kumatambudziko ekuchengetedza: chengetedzo yedata, zvigadziriso, uye makore ezvivakwa zviri kuwedzera kukanganiswa nekurwiswa kwekunze, kumanikidza majeure, uye kunyangwe kubviswa kwemakambani kwekutambira uye data nzvimbo. Nokudaro, mumwe wechitatu, asingaoneki mune bhizinesi rine cloud software muzvivako zvayo, rinowedzera uremu uye rinova dambudziko rinooneka uye rechokwadi kune kuchengetedzwa kwemashoko ekambani.
Zvinotoshamisa kusiya tekinoroji yegore muna 2020, saka enda kune zano rekusiyanisa njodzi mukuchengetedza ruzivo: chengeta 2-3 makopi ema backups pamasevha akasiyana, kuchengetedza mutengi wako uye dhatabhesi rekutengesa, ipa sarudzo kune desktop CRM. (iyo inogarwa pane yako server), Tarisa kuchengetedzwa kwekodzero dzekuwana. Kana iwe ukaona zvichikuomera kurarama neizvi, bvunza kambani yekunze kana yako yekushanya system maneja kuti amise iyo yekuchengetedza system. Usatarise kuchengeteka - matambudziko nawo anozodhura zvakanyanya mukufamba kwenguva.
Zviyero zvicharamba zvichinyepa
Maiwe, muna 2019, zvidzidzo zviviri zvakatumirwa zvakaburitswa izvo zvakapa CRM system nhamba 1 kana chinzvimbo chinotungamira mumusika. Paivawo nezvakawanda zvezviyero uye ongororo, uye mubairo wakazara wakagadzwa wekugovera nzou. Ndinofunga maitiro aya adzoka uye acharamba ari mupenyu uye akasimba. Nenzira, takanyora chikonzero nei . Saka edzai CRM, zvisarudzire iwe, uye usavimbe neruzivo rwakanyorwa kubva kuakafa VK maakaundi kana zvine pundutso "yakamonyaniswa" neimwe NIICHAVO.
Kune akati wandei mamwe maitiro chaiwo anozopesvedzera musika weCRM masisitimu muRussia: mubvunzo wehungwaru hwekunyepedzera uye kukosha kwayo kunoramba kwakavhurika, musika uri kufashukira ne "rimwe zuva" CRM masisitimu anozviedza akazvimirira kana muhukama network, kudonha. yeaya akafanana ehukama network network, yakaderera mwero weautomation yemakambani (inofungidzirwa kusvika 8% muMoscow, kunyange yakaderera mumatunhu), yakaderera mushandisi kuziva, nezvimwe. Asi izvi hazvisi zviitiko zve2020, asi maitiro ayo isu tese tinofanirwa kurarama nawo.
Kazhinji, musika weCRM mupenyu, makambani ari kuratidza kufarira otomatiki, kunzwisisa mabhenefiti, kutsvaga dzimwe nzira, kuenzanisa, uye kufunga nezvazvo. Iyi otomatiki iri kuwedzera kutaridzika sechinodiwa, pane fashoni maitiro kana "nekuti inofanirwa." Tinoramba tichishanda.
Source: www.habr.com