Ngokubanzi, asizithandi ncam iinguqulelo zamanqaku malunga neCRM, kuba ingqondo yabo yeshishini kunye nengqondo yethu yoshishino ngamaqumrhu asuka kwiiyunivesiti ezahlukeneyo. Bagxila kumntu kunye nendima yomntu ekuphuhlisweni kwenkampani, ngelixa eRashiya, ngelishwa, sigxininisa ekufumaneni imali eninzi kunye nokuhlawula ngaphantsi (ukhetho - ixesha lokukhonza ngokukhawuleza). Ke ngoko, zombini iimbono kwishishini lesoftware kunye neshishini lesoftware ngokwalo zahluke ngokuphawulekayo. Kodwa ngeli xesha siye safumana inqaku elipholileyo, elithe, kwinqanaba elithile, lisebenza kwiinyani zaseRashiya. Ekuqaleni sasifuna ukwenza inguqulelo kwisitayile seGoblin, kodwa saqonda ukuba ukuvinjwa kukaHabrΓ© kwakunjalo, uyazi, ibali elithandabuzekayo, ngoko ke sayiguqulela ngezimvo zethu. Guys, lo ngumxholo wokwenyani. Jonga ii-dudes ezinje kwiqela lakho kwaye uphumeze iCRM-ayizukudika.
Eyesihlanu, okwangoku, iqinisekisa umphathi ukuba kungxamisekile ukuphumeza iCRM kuba:
- ngoDisemba wonke umntu unezaphulelo zangempela
- ngoDisemba unokuvala uhlahlo lwabiwo-mali kwaye uchithe imali eseleyo
- ngoJanuwari nangoFebruwari sisebenza ngesantya esikhululekile, unokufunda inkqubo yeCRM
- ngokuqala kwexesha leshishini elishushu siya kuba ngokuzenzekelayo kumazinyo
- Ewe, imicimbi yethu yenkampani ibiza kakhulu kuneelayisenisi zeCRM, mphathi, yiba nesazela!
(Akekeliswe kwizibiyeli ngamanqaku asuka kwingcali yethu yeCRM).
Iiprojekthi zokuphumeza inkqubo yolawulo lobudlelwane bomthengi () kwinkampani ihlala iqala ngokulindela okuphezulu. Abantu balindele ukuba inkqubo yeCRM iphucule imveliso ngomlingo, yandise ukuthengisa, ilungelelanise imisebenzi, kwaye igcine imali.
Kodwa nangona ishishini leCRM likhula ngokwenene ngokukhula okulindelekileyo kwi-36,4 yeebhiliyoni zeedola ngo-2017 (ngokukaGartner), ngaphezu kweminyaka elishumi. bonisa ukuba phakathi kwe-30% kunye ne-65% yeeprojekthi zeCRM ziyasilela. amabango ukuba ngaphantsi kwe-40% yeeprojekthi ze-CRM ziphela ziphunyezo olupheleleyo olufikelela kumsebenzisi wokugqibela kwaye luphila.
Kwaye ezona zizathu ziphambili zeli zinga liphantsi lempumelelo yokwamkelwa akunanto yakwenza nobuchwephesha. Iingxaki eziphambili ezimi endleleni yempumelelo yeCRM zinento eninzi yokwenza kunye nenkcubeko yentlangano, ukungabikho kwesicwangciso kunye neenjongo zoshishino, kwaye, okona kubaluleke kakhulu, kunye nabantu ababandakanyekayo, abangena ngaphantsi kwe-42% yazo zonke iingxaki.
Yeyiphi eminye imingeni ephambili yophumezo oye wadibana nayo kwiprojekthi yakho?
Makhe sijonge ukuba kutheni abantu bedlala indima ebaluleke kangaka ekuphunyezweni kweenkqubo zeCRM.
Konke malunga nabantu
Enye yeempazamo ezisisiseko ezenziwe ngexesha lokuphunyezwa kweCRM kukuba iCRM ijongwa kuphela njengetekhnoloji.
Enyanisweni, ukuphunyezwa kwe-CRM ayikho ngokuyinhloko malunga neteknoloji (kwicala lomxhasi, ukuphunyezwa akubonakali kunzima), kodwa malunga nabantu abayisebenzisayo!
Ngokuqhelekileyo, abanini bamashishini abatyala imali kwinkqubo yeCRM bakholelwa ukuba le software iya kuphucula ishishini labo. Kwaye akukho okunye. Ukuchitha amakhulu amawaka eedola kwisisombululo seCRM akunamsebenzi ukuba awukhathali ngabantu abafuna ukusisebenzisa. Kutheni ubakhathalele nje? Ewe, kuba ngabantu abaphucula ubudlelwane bakho nabathengi, hayi isoftware oyikhethayo!
Ngokwe-Insight Managing Consulting, i-64% yempumelelo yokuphunyezwa kweCRM ixhomekeke kwinkxaso yabasebenzi bombutho. (Iqela le-RegionSoft CRM, njengomphuhlisi weCRM kumashishini amancinci naphakathi, ucinga ukuba kwiinkampani ezincinci ezinobuqhetseba obulula le pesenti isondela kwikhulu).
Imiba ephambili yempumelelo yokuphumeza inkqubo yeCRM:
- abasebenzi bangaphakathi - 64%
- inkxaso yeengcali zangaphandle - 56%
- umgangatho wesisombululo sobugcisa - 45%
- utshintsho kwizakhono zolawulo - 36%
- ukwenza ngokwezifiso - 36%
- izibonelelo zemali - 18%
Ke kunjani, iqela lephupha lokuphumeza kunye nokulungelelanisa inkqubo yeCRM?
Ngenxa yokuba ukuphunyezwa kweCRM luhambo kwaye ayisiyiyo iprojekthi yesoftware yexesha elinye, uya kufuna iqela eliya kusebenza nawe ngokufanelekileyo kwaye lihlale ixesha elide. Zilungiselele ukuba ayinguye wonke umntu okwiqela lakho oya kubona kwangoko izibonelelo zeCRM kwaye uya kwamkela inkqubo yeCRM ngeengalo ezivulekileyo. Nangona kunjalo, kuthatha ubuntu obahluke ngokupheleleyo ukwenza iCRM isebenze. Makhe sijonge iqela eliqhelekileyo elinokufumaneka kwiinkampani ezininzi ezijongene nokuphunyezwa kweCRM kwaye sibone indlela iqela lamaphupha elinokukunceda ngayo ukuphumeza impumelelo yeCRM.
Okanye mhlawumbi wena, mfundi, ungomnye wabo?
1. Uhlanya oluphambeneyo, aka umlandeli ophambili
Kuyacaca ukuba lo ngumntu obaluleke kakhulu ekuphunyezweni kweCRM. Akayazi nje ukuba kutheni ukuphumeza iCRM ngumbono omkhulu, kodwa naye uxhobile amazinyo , iziphumo eziphambili, iitshathi kunye namanani abonisa iinzuzo zeCRM. Ukholelwa kwimpumelelo yeCRM, nokuba yintoni na. Kwaloo mntu unokuchazwa ngamagama athi "Ndibona injongo - andiyiboni imiqobo."
Ngokuqhelekileyo, lo mfana ngumphathi weprojekthi othanda ukuzama iindlela ezintsha zokusebenza kwaye ugxile ekufezekiseni iziphumo ezintle. Wazi okuninzi malunga nenkqubo ngaphambi kwexesha kwaye ulungele ukunceda wonke umntu ukuba akonwabele umsebenzi wemihla ngemihla nabancedisi beCRM. Iya kukhumbuza wonke umntu ukuba amaxesha amnandi ayeza.
2. Uthandabuza
Makhe ndiqikelele ukuba ucinga ntoni ngoku: "Umntu othandabuzayo unokuba luncedo njani ekuphunyezweni kweCRM?" Okumangalisayo kukuba, lo mntu ubaluleke kakhulu ekuziqhelaniseni ngempumelelo kunye nempumelelo yokuphunyezwa kweCRM.
Umntu othandabuzayo udla ngokufunyanwa phakathi kwabaphathi beentengiso ezijolise kwiziphumo. Ngokwemvelo, akanyamezeli nantoni na ethatha ixesha ukuphumeza iziphumo. Into ayifunayo kukuthengisa okuphula irekhodi apha kwaye ngoku. Ukuba izibonelelo ezibambekayo kuye aziveli emoyeni omdaka, lo mntu akasoze athembe nakuphi na okutsha (kwaye i-Excel iya kuba lapho!).
Enyanisweni, ukungaqiniseki kuyinxalenye elindelekileyo kunye nenempilo yenkqubo yokuqaliswa kwe-CRM, uphando lubonisa, njengoko i-71% yabantu, ngokukodwa abathengisi, baya kufuna ubungqina bokusebenza ngaphambi kokuba bamkele kwaye basebenzise ngokusebenzayo i-CRM. (Makhe ndikukhumbuze ukuba oku kukuguqulelwa kwenqaku lomntu onesimo sengqondo esahlukileyo - eRussia badla ngokuyikwaya iCRM kwaye bagwayimbe ngokuchasene nayo kungekuba besoyika ukuphazamisa inkqubo yemigodi yegolide, kodwa kuba befuna ukuqhubeka. ukufihla abathengi "babucala", imicimbi yobuqu, izivumelwano kunye nokukhatywa. Ewe, amaxesha amaninzi baqhutywa ngumnqweno wokufihla umsebenzi wabo onzima kwaphela).
Okokuqala, ukuphunyezwa kweCRM nganye kufuneka kujongane nokuxhathisa, okuza ngeendlela ezimbini: ukuthandabuza kunye nokungonwabi.
Kodwa uyamdinga lo mlinganiswa, kuba uyeyona inkuthazo yakho inamandla kwimbali yokuphunyezwa kweCRM!
Ngumntu othandabuzayo oya kukunyanzela ukuba uze necebo kwaye ubambelele kulo. Uya kukukhumbuza ngendlela ekruqulayo kunye nehambayo yezinto onokuthi uzibethe ngoyaba. Iya kukubonisa ukuba yintoni na kwisisombululo seCRM ozama ukusiphumeza esintsonkothileyo okanye esingafunekiyo kwishishini lakho. Ngapha koko, umntu othandabuzayo uya kuchaza indlela inkqubo yeCRM ekufuneka ilungelelaniswe ngayo neemfuno zeshishini kunye neenjongo zenkampani yakho (E-Russia, kweyona meko ilungileyo, indima yomntu othandabuzayo yeyentloko yenkampani; awuyi kuyifumana le nto kubantu abathengisayo - ngokwembali, abanayo inkuthazo yangaphakathi yokuziphatha.).
3. Inkokeli yeCharismatic
Ukuphunyezwa kweCRM kunendlela ephezulu-phantsi: umyalelo uhamba ukusuka phezulu ukuya phezulu. Ngaphandle kokuthatha inxaxheba kwabalawuli abaphezulu, onke amanyathelo anxulumene neCRM aza kusilela. Ukuba iinkokeli azenzi mzekelo wokusebenzisa iCRM yonke imihla kwaye zingasebenzisi iingxelo kunye neempawu, abanye abasebenzi banokunikezela kwiCRM kungekudala.
Ngokutsho koPhando lwePeerstone, ukunqongophala kokungena kubaphathi abaphezulu sisizathu esibalulekileyo sokuba kutheni iCRM ingasuki kwaye ihambe.
Kutheni iprojekthi yeCRM isilela?
- ezona ziphambili aziyikhuphi - 27%
- abathengisi bathembisa kwaye abazange banikezele - 21%
- ixabiso liphuma kwiibhanki zalo - 20%
- isoftwe is crap - 19%
- umdibanisi akazange ayibambe itshiphu yeshishini - 16%
- isoftware ibuthathaka, akukho misebenzi yaneleyo - 16%
Inkokeli enothando (mhlawumbi umlawuli olawulayo okanye i-CEO) ngulowo ubonisa ukuzibophelela kwakhe kwiprojekthi entsha ngokubandakanya iCRM kwintsebenziswano yakhe yemihla ngemihla nabaqeshwa.
Ukwabelana ngedatha, ukuvelisa iingxelo, ukugqiba imisebenzi, ukuba yenziwa ngokusebenzisa iCRM, ingaba yinto efanelekileyo yokusetyenziswa kwenkqubo entsha apho abanye abasebenzi baya kunyanzeliswa nje ukuba badibanise. Ngamanye amazwi, xa kuziwa ekuphunyezweni kweCRM, izenzo zithetha ngaphezu kwamagama.
4. Umfo we-IT
Ngokucacileyo, uyayifuna ukukunceda uqonde icala lobugcisa besoftware kwaye usombulule naziphi na iingxaki zokufakela kunye nokuphunyezwa ezinokuvela. (Ngendlela, kwimeko ye abafana abavela kwi-IT abaya kukunceda thina - qhagamshelana nathi, sinoluhlu lweenjineli). Ukongeza, ukuba nengcali ye-IT eqeqeshiweyo kuya kukusindisa kunxunguphalo lokuqala njengoko benceda inkampani igcine inkqubo yeCRM ifikelele kwinqanaba.
Le dude ibaluleke kakhulu ukuba une-On-Premise CRM isisombululo esifuna ukuba umntu ajonge umncedisi kwaye aphathe ukufuduka kwedatha. Ungakhankanyi iimpazamo, ukuseta inkqubo, ukukhuselwa kwedatha kunye neminye imiba yenkxaso yobugcisa enokoyikisa ngokukodwa i-non-IT dudes.
5. Umvavanyi wamava
Njengomsebenzi omtsha wokuthengisa okanye umlawuli, umvavanyi onamava uya kudlala kunye nenkqubo yeCRM, ukuvavanya ukuhamba komsebenzi, izicwangciso, iindidi, amasimi, kunye nezinye iimpawu kunye nokukhuthaza. Uya kufumana iingcebiso ezincinci kodwa eziluncedo, zama onke amaqhosha kunye namakhonkco, kwaye unemibuzo engamakhulu. Kodwa oku kuntywiliselwa ngokwenene kwinkqubo yeCRM!
Umhloli akayi kuyeka ade abone ukuba iCRM isebenza ngokwenene. Kwaye xa ethe wakuqonda oku, ngoko nangoko uba ngummeli onomdla weCRM. Ke ngoko, abavavanyi babaluleke njengabo banomdla kunye neenkokeli, kuba banegalelo ekwamkelweni kwenkqubo ngokufumanisa umsebenzi wayo okhethekileyo ngenyathelo. (Ndiyazibuza ukuba ngaba kukho abantu abanjalo ngaphandle kwe-IT sphere?!)
Umhlambi ngamnye unegusha emnyama
Kodwa umfanekiso ubungeke uphelele ngaphandle komlinganiswa omnye ozifihle kwiqela lokuphumeza iCRM.
Oku uthiye, umthiyile, umfana oyityhefu.
Ububi ngakumbi kunomntu othandabuzayo, lo mntu akathandabuzi kuphela inkqubo yeCRM, naye uyaphuma kwindlela yakhe yokubonisa ukuba yonke ingcamango yayingalunganga kwindawo yokuqala. Umthiyile mhlawumbi uya kuba ngoyena mntu unolwazi osele eyazi yonke le nto, uye waqubha kuyo yonke indawo. Uyonwabile ngeendlela zakhe, eziye zamvumela ukuba aphumelele kwaye avale izivumelwano ezininzi. Akafuni tshintsho kwaye uzolinda ukuba kwenzeke into embi. Umthiyile uthanda nje umzuzu xa kukho into engahambi kakuhle ukuze athi ngoloyiso, "Ndikuxelele njalo!"
Njengoko ubona, simkhuphele ngaphandle lo mfo kwiqela lethu lokuphumeza iCRM ezintlanu. Kwaye konke kuba unokwenza ngokulula ngaphandle kwayo. (Utshabalalisa ngobubhanxa).
Ukubaluleka koqeqesho
Bonke aba balinganiswa badla ngokumela amasebe ahlukeneyo kwinkampani, benza imisebenzi eyahlukeneyo, kwaye baneenjongo zabo kunye neenjongo zabo. Ngaloo ndlela, kubalulekile ukuba abantu abathengisa, ukuthengisa, ulawulo, i-IT kunye nolawulo baneenjongo ezifanayo ezichazwe ngokucacileyo abafuna ukuzifezekisa xa bethatha isigqibo sokwenza i-CRM isixhobo sabo sokwenza imali.
Okokugqibela, uqeqesho oluqhubekayo nolucwangcisiweyo lungundoqo kwinkqubo yokuphunyezwa egudileyo kunye nempumelelo yeCRM. Musa ukucinga ukuba iiseshoni zonxibelelwano ezimbalwa kunye nabaphumezi ziya kwanela. Emva kwayo yonke loo nto, awukhupheli uhlaziyo lweWindows!
Masijongane nayo, iCRM inokuba nzima ekuqaleni, inzima kakhulu. Ukuqeqesha abasebenzi ngokuqhubekayo malunga nendlela abanokusebenzisa ngayo iCRM kumsebenzi wabo wemihla ngemihla ngumbono omkhulu, ongcono kakhulu. Gxininisa kwiinzame zenu kundoqo, umsebenzi osekwe kwindima kuqala. Shiya iintsimbi ezintsonkothileyo kunye neempempe zekamva.
isiphelo
Xa kuziwa ekuphunyezweni kweCRM, iinkampani akufuneki zigxile kuphela kwicala lobugcisa leprojekthi, njengoko oku kukhokelela ekungaphumeleliyo okanye kwimpumelelo yengozi. Ukuphumelela, udinga iintliziyo ezifudumeleyo kunye neentloko ezihlakaniphile zabasebenzi bakho.
Kwaye ngenxa yokuba ukwamkelwa kweCRM kunye nokukhwela ibhodi kungumzamo weqela, uya kudinga iseti yeenjongo ekwabelwana ngazo kunye nesicwangciso sophumezo, ukufumana ukuthengwa kwabaphathi abaphezulu, ukuqhuba inkqubo yenkuthazo, ukubonisa i-ROI, kwaye uninzi lwazo zonke, uqeqesho oluqhubekayo.
Akukho mathandabuzo ngayo - ukuphumeza iCRM ihlala iyinkqubo ebiza kakhulu kwaye ithatha ixesha, kodwa ukuba yenziwe ngokuchanekileyo, inokutshintsha yonke into ukusuka kwindlela yakho yemihla ngemihla, indlela obaphatha ngayo abathengi bakho okanye ukuguqula ithemba lakho libe ngabathengi bokwenyani, ingeniso kunye neprofayile yeshishini lakho.
Ngaba ukhe wababala abantu abanjalo? Bahlalisana njani?
umthombo: www.habr.com