Omnye wabalingane bam wayefuna ukuba ne-iPhone 4S. Emva koko yaba yimpakamo nje yokubonisa. Emva kokuba efumene ibhonasi, wayeka iholide yakhe kwaye wayithenga - emhlophe, enobunzima, umona wenkonzo yonke yezorhwebo. Emva kwexesha, waqala ukukhalaza ukuba akayiqondi into efunyenwe ngumntu wonke kule iPhones, i-dialer kunye ne-dialer, kodwa wayesaba ukuyilahla, kwaye iifoto zazingekho zimbi. Xa ethetha ngezicelo, imisebenzi, ukusasazwa kweefoto, uhlaziyo kunye nezinye izinto, wathi uye wacima ukufikelela kwi-Intanethi kuba kubiza kwaye kudlalwa ngokubanzi. Ke, uguqule i-smartphone ephezulu yexesha layo kwisitena esikhalayo. “Hayi indlela esisidenge ngayo!” sahleka; mhlawumbi abanye abafundi bacinga into efanayo.
Khange ndicinge ngolo hlobo ixesha elide-ekubeni bendisebenza ngokuphunyezwa kwesoftware yeshishini. Ukutshaya i-Kazbek kunye nokonga kwimatshisi sisiqubulo samashishini amancinci naphakathi kuyo yonke into enxulumene ne-IT. Isiphumo: ukungasebenzi kakuhle, ukungaphumeleli kokuphunyezwa, imali phantsi kombhobho, intiyo yazo zonke isoftware ngexesha elinye kunye nokudelela iiprojekthi eziyimpumelelo.
Ngokubanzi, bhala iindlela zokungaphumeleli ukuphunyezwa kweCRM, okanye nayiphi na isofthiwe - emva koko, umntu ohlakaniphile ufunda kwiimpazamo zabanye.
Kukho izibalo ezithi ukusuka kwi-20% ukuya kwi-60% yeeprojekthi zeCRM ziyasilela okanye aziphumeleli ngokulindelekileyo. Ukunyaniseka, izibalo ezingaqhelekanga: okokuqala, ifolokhwe enjalo yexabiso, okwesibini, yiyiphi iCRM kunye neyiphi indawo, okwesithathu, umthengisi okanye iqabane? Ngokusisiseko, kwiqela lethu lophuhliso Kucacile ukuba sithetha ngantoni kwaye olu luhlu lwamanani luvela phi. Izibalo mhlawumbi zibandakanya ukuphunyezwa ngokuyinxenye (xa isoftware isetyenziswa kwindawo encinci yemisebenzi kwaye ayivuyisi inkampani konke konke), ukuphunyezwa ngokuzimeleyo (inkampani ayithandi yonke into, kodwa iyaqhubeka nokusebenzisa inkqubo ebihlawulela yona. ), njl. Enyanisweni, kunokubakho izizathu ezininzi zokungaphumeleli, kwaye ishishini ngalinye liya kuziqulunqa njengezodwa, kodwa ngokwenene kunokwenzeka ukuchonga uluhlu olukhulu kodwa olunesiphelo lwezizathu zokungaphumeleli kunye nokungonelisiyo kokuphunyezwa kweenkqubo zeCRM. Iqela lethu liqokelele okona kulungileyo, kwaye likulungele ukukuxelela malunga nabo. Musa ukufaka iicones zakho - funda ezabanye abantu!
Yile nto ikhangeleka ngathi iinkampani zithenge iCRM kwaye ziyisebenzise ubuncinci okanye hayi kwaphela
Ukuba akuqinisekanga, musa ukuyiphumeza
Phakathi kwezinye, mhlawumbi eyona iphambili kukungagxininisi kwiinjongo zenkampani. Amaxesha amaninzi iinkampani zikhangela inkqubo yeCRM hayi ngenjongo yokunyusa intengiso, ukwenza ngcono iinkqubo zeshishini, okanye ukonyusa umgangatho wenkonzo, kodwa ngenxa nje “yokuba ibe njalo.” Olu luphunyezo olungaphumelelanga ekuqaleni: akukho kuqonda ukuba uya kusisebenzisa njani isixhobo, oku kuthetha ukuba siya kuhlala singabangwanga.
Yintoni endiyenzayo? Misela iinjongo zenkampani kunye neenjongo zokuphumeza inkqubo yeCRM. Kunqweneleka ukuba banxibelelane, ngamanye amazwi, babe neendawo ezifanayo. Inkqubo ilula kakhulu: thatha isiqwenga sephepha, ubhale phantsi iinjongo zenkampani (ngokukhethekileyo lisebe okanye umsebenzi), thatha okwesibini kwaye ubhale phantsi iinjongo zokuphunyezwa kweCRM. Ukusukela ngalo mzuzu ukuya phambili, uqala ukwenza iimfuno zenkqubo yeCRM, apho unokuqalisa ukusebenza nabathengisi. Kubaluleke kakhulu ukugqiba iinjongo zakho ukuba inkampani yakho yenza imisebenzi ethile: ukukhangisa, ukupapasha, iinkonzo zonyango, ukuthutha, njl.
Umzekelo wobomi. Inkampani yayizibandakanya kwiintlobo ezininzi zemisebenzi kwaye ekugqibeleni yaqala ukukhetha iCRM. Ekubeni inkampani yayiseMoscow, ngaphandle kokucinga kabini, bathenga iCRM ngokusekelwe kwiingcamango "ligama lasekhaya." Amaqabane omthengisi enze inkcazo ekhangayo kwaye athengiswa ngamandla (aqukumbele isivumelwano sokuqeshisa phantsi kwemodeli ye-SaaS) izihlalo ze-27. Kwakhawuleza kwacaca ukuba iCRM ayilufanelanga uhlobo lomsebenzi; Ukongeza, "yayisiqhwala" kumxhasi we-imeyile, kwaye kwinkampani le yayibaluleke kakhulu. Emva kweenyanga ezintandathu zentuthumbo kunye namatyala amakhulu ohlengahlengiso, isivumelwano senkqubo yeCRM sapheliswa. Isizathu silula: inkampani ayizange ibeke iinjongo, kwaye iqabane lomthengisi akazange acinge nokubuza malunga nabo - kutheni, xa unokuvala nje isivumelwano?
Umntu ufuna iCRM ukuze abonise
Ngaphezulu kweminyaka eyi-12 yokuphunyezwa Siye saqaphela ukuba kunqabile ukuba iqela lonke lilungele ukwamkela inkqubo yeCRM kunye negalelo ekuqaliseni ngokukhawuleza okunokwenzeka kokusebenza. Eli libali eliyintsomi. Ngokuqhelekileyo, ukuphunyezwa kwenkqubo ye-CRM ibekwe ngasentla: umyalelo ukhutshwa, ukufakela kwenziwa, uqeqesho lwenziwa (kwimeko engcono kakhulu!), Kwaye umsebenzi uqala. Konke. Akukho mntu wabuzwayo, akukho zicelo zamntu zithathelwa ingqalelo, abamkeli bokuqala abazange basebenze nabo, kwaye kamva uninzi aluzange lungahoywa.
Kwimeko enjalo, ukuphunyezwa kunokuba yimpumelelo ngenxa yamava olawulo oluphezulu kunye neenzame zomthengisi, kodwa ukwamkelwa kwenkqubo kunye nokuqala komsebenzi wayo ovelisayo kumisiwe ngokungenasiphelo, kuba imibuzo, ugwayimbo oluthe cwaka kunye nokunyangwa ngokuthe ngqo kuqala. . Abasebenzi abakakulungeli ngokwengqondo ukwamkela izinto ezintsha; boyika ukulawula kunye nokuqinisa izikrufu kwinkampani. Ngoba? Ngenxa yokuba inkqubo yeCRM yaphunyezwa umboniso, kwaye kungekhona umsebenzi - umzekelo, ukuze i-CIO okanye i-CTO ifumane iibhonasi zonyaka zokuzenzekelayo. Le yindawo yokusebenzela.
Yintoni endiyenzayo? Ngokuqinisekileyo, ngokwenyani yenkampani, imiyalelo evela phezulu ayiyonto entsha, kwaye ngamanye amaxesha akucebisi ukuba uphephe izigqibo ezinjalo. Kodwa kwimeko yokuphunyezwa kwesoftware eya kusetyenziswa ngumntu wonke, imeko iyahluka: ukuba abasebenzi abayixhasi iprojekthi, baya kuthi, ukuba abaphumeleli, baya kuqinisekiswa ukuba banzima. Ngoko ke, ukuphunyezwa kufuneka kube sisigqibo esihlangeneyo: kunye nokulungiswa, ingxoxo, ukuqokelelwa kweemfuno kunye nomgangatho ophezulu woqeqesho lwamanyathelo ngamanyathelo. Oku akuzibandakanyi iingxaki zokwamkelwa kwenkqubo entsha, kodwa isebe ngalinye liya kuba nokuqonda ukuba ngubani oza kuyisebenzisa kwaye njani. .
Umzekelo wobomi. I-CIO yenkampani encinci kodwa ecebileyo yagqiba ekubeni inkqubo yeCRM iyafuneka. Okokuqala waya kwi-SAP, ke ayizange isebenze kwaye wafumana i-CRM ebiza kakhulu kwaye ngelo xesha i-CRM encinci eyaziwayo ngaphandle kwe-ofisi emele eRashiya. Abafana bavela eCanada, banika izipho eziphezulu (izixhobo ezingabonakaliyo kwi-2010), kwaye baphumeze i-CRM kunye ... i-interface yolwimi lwesiNgesi phakathi konyaka. Yonke into yayiza kulunga, kodwa umndilili weminyaka yabasebenzisi yayineminyaka engama-38 ubudala, kwaye la mabhinqa alishwanga athengisayo, abaqeqeshi, iingcali zamaxwebhu kunye nabasebenzi benkxaso babazi kuphela "Yenziwe eTshayina" kwisichazi-magama sesiNgesi. Ukusetyenziswa kweCRM kufakwe kwi-KPI. Wonke umntu waqala ukuphulukana neprimiyamu ngenxa yokuba uqeqesho lwalusesikweni kakhulu “khomba apha, khomba phaya, yenza isicelo.” ICRM yashiywa, abasebenzi bacaphuka. Emva komnye unyaka wokugxothwa kunye ne-boycotts, inkonzo yezokhuseleko yaqalisa uphando lwangaphakathi, i-CIO yaxoshwa ngaphandle kwe "parachute yegolide", kodwa ngokukhaba - iinyani zokukhaba zavezwa. Ngendlela, iCRM ayizange isetyenziswe kuloo nkampani; wonke umntu wasebenzisa enye inkqubo efana neCRM. Inkampani ayikwazanga ukumelana nokuthathwa.
Ukunqongophala kolwazi noqeqesho
Nabasebenzisi abaphambili banokumangaliswa kancinci xa bebona ujongano olutsha okokuqala. Yintoni esinokuyithetha ngabasebenzisi abanexesha lokulungelelanisa emva kwexesha - umzekelo, umthengisi wasebenzisa i-1C ukuvelisa ii-invoyisi kwaye akazange abone nayiphi na enye isofthiwe, kwaye ngokukhawuleza kwavela ujongano olutsha phambi kwakhe, ngamanye amaxesha ahluke ngokupheleleyo kwi-1C. I-psychology ye-banal iqala ukudlala-ukuchasana okusebenzayo kuyo yonke into entsha. Phantsi kwezi meko, eyona nto imbi kakhulu kukuyeka uqeqesho lomthengisi okanye ulujike lube yintetho esesikweni. Umqeshwa ongaqeqeshwanga, oshiywe kwizixhobo zakhe okanye ukuncedisa kwinkqubo, ngokuqinisekileyo uya kuwushiya lo msebenzi yingozi kwaye abuyele kwi-1C okanye kwi-Excel. Uqhelene ngakumbi kwaye ukhululekile kuzo. I-CRM iya kuphulukana nayo yonke intsingiselo.
Yintoni endiyenzayo? malunga nendlela yokuphumeza inkqubo yeCRM ngoqeqesho olulungileyo, kodwa makhe siphinde kwakhona eyona migaqo isisiseko, ilula exazulula uninzi lweengxaki zokulungiswa kwabasebenzi kwisoftware entsha (kungekhona kuphela kwinkqubo yeCRM).
- Cela zonke izixhobo zoqeqesho kumthengisi: iividiyo, amaxwebhu, imiyalelo, imimiselo. Ukuba yonke into ilungile kunye nomthengisi, zonke izinto zifumaneka simahla kwaye nangaphambi kokuphunyezwa: umzekelo, amaxwebhu ethu angakhutshelwa kwicandelo lokukhuphela inguqulo yedemo, kwaye abafundi beli nqaku banokukhuphela ngokulula. , kwaye - sifota imiyalelo kwezona ndawo zinzima kwaye zibalulekileyo "kwiindawo" ze-RegionSoft CRM 7.0, ezifana ne-KPI, ukubalwa kwemali, ukufakwa. Yonke into ivulekile ukufikelela, njengoko kunjalo namanqaku ethu angama-78.
- Musa ukujula kuqeqesho. Umthengisi, ukuba uye emarikeni ixesha elide kwaye akakulimi kwiqabane elithile kunye nemisebenzi engekho ngundoqo, uyazi kakuhle into ekufuneka uyinikele ingqalelo kuqala, yeyiphi imisebenzi ebangela iingxaki ezinkulu, ngoko uya kukuqeqesha. ngokomsebenzi. Ungesabi ukuba umthengisi uya kululula uqeqesho ukuze ahlawule ngaphezulu ngeyure - siyalixabisa ixesha lethu, kwaye kudla ngokubiza kakhulu kuneyure yoqeqesho :)
- Yakha ubuchule bangaphakathi. Ngexesha lokusebenza kwenkqubo yeCRM, kuya kuvela imibuzo, abasebenzisi abatsha, iimfuno ezintsha - kunye nomqeshwa owaziyo inkqubo yeCRM ngaphakathi nangaphandle uya kuba nako ukusombulula ngokukhawuleza nangobuchule umcimbi.
- Ungalibali malunga nenkxaso yobugcisa bomthengisi-kwaye kukhethwa kude kube yonke into ihambile. Ewe, inkxaso yezobuchwephesha ephambili ihlawulwe, kodwa kunyaka wokuqala oku kukwayintlawulo yomsebenzi wakho okhawulezayo nonemveliso. Ngendlela, qaphela: abanye abathengisi banepakethe ye-TP ebandakanyiwe kwixabiso lokurenta isoftware, kwaye ungazi nokuba uyazi ngayo - funda isivumelwano!
Inkqubo yeCRM ayisebenzi
Hayi, phantsi kweemeko zicinga ukuba uya kuthenga iCRM kwaye ngokukhawuleza ayiyi kuqala. Oku akwenzeki kubathengisi abanzulu. Kukho izinto ezine eziphambili ezinokuthi zenzeke apha.
- I-Intanethi iyacotha kwindawo okuyo. Umzekelo, isantya soqhagamshelo lwe-Intanethi sibekwe phantsi kakhulu, esingavumeli umxhasi ukuba atshintshe idatha kunye nomncedisi. Enye inketho i-ping ende kwiziko ledatha kwimeko yesicelo sewebhu ukuba umthengisi ukhethe ukusingathwa ngokwemigaqo ecacileyo kuye.
- Iingxaki nge-DBMS. I-database yintliziyo kunye nengqondo yenkqubo yeCRM, ngoko ke ezona mfuno zingqongqo kufuneka zibekwe kwizakhono zayo. Eyona nto ingathandekiyo xa, ngexesha lokuphunyezwa kwe-CRM inkqubo, ufumanisa ukuba ukongeza kufuneka uhlawule i-DBMS, kuba amandla asisiseko ayanele kwiimfuno zakho. Omnye umzekelo: umthengisi uqhuba umboniso kuwe, yonke into ihamba, kodwa emva kokuqala kokusebenza inkqubo iqala ukucotha ngokukrakra, kuba ... ubonisiwe isoftware kwisiseko sedemo esilungisiweyo kunye nehardware ephucukileyo, kwaye hayi kwiimeko zokulwa zokwenyani.
- Isidingo sokuthenga enye into: umxhasi we-imeyile, inkonzo yoluhlu lokuposa, i-DBMS efanayo, iiplagi kunye nezongezo zokusombulula ezibonakala ziyizona zinto zisisiseko. Awukufumani ukusebenza okudingayo kwinkqubo yakho yeCRM kwaye unyanzelekile ukuba ufumane imali eyongezelelweyo ukuze uqalise ukuyisebenzisa ngokupheleleyo.
- Ukungaphumeleli kwenkqubo yeCRM ukuhlangabezana neemfuno zenkampani kukugqibela kuluhlu, kodwa eyona nto inzima kwaye ixhaphake. Inkampani ikhetha inkqubo yeCRM esekelwe kwezinye iindlela zayo, ifake / iyenze, kwaye ekugqibeleni ifumana inkqubo engenazo izinto ezifunekayo: umzekelo, ukucwangcisa, i-KPI, ulawulo lwe-warehouse, njl. Ngokuqinisekileyo, kulula kakhulu ukuyisebenzisa.
Ngokubanzi, kunzima ukucinga ngenkqubo yeCRM esebenza kanye njengoko abanye bebhengeza. Izithembiso zethu esizithandayo phakathi kwabanye ziseta kwiyure, ukuqala kwimizuzu eyi-15, simahla ngaphandle kwezithintelo, ukuphunyezwa ngeentsuku ezintathu / isiqingatha seyure / iyure / imizuzu eyi-15, ukuphunyezwa ngaphandle koqeqesho kunye nefenitshala yokuthengisa "ekhokela umxhasi ngokwawo." Intengiso enjalo, engenanto yakwenza nenyani, ikhokelela ukuba iinkampani zithathele ingqalelo inkqubo yeCRM njengento engeyomfuneko okanye ukuyinika izinto eziphantse zibe yimilingo, emva koko badanile.
Yintoni endiyenzayo? Mmangalise umthengisi - mbuze malunga neenkcukacha zobugcisa benkqubo yeCRM. Ungoyiki ukubonakala ungazi okanye ubhidekise umxhasi wakho we-imeyile ngeseva yakho ye-imeyile. Akudingeki ukuba uqonde ezi nkcukacha (ngaphandle kokuba, ngokuqinisekileyo, unayo i-CIO okanye i-CTO - oku kunqabile kumashishini amancinci naphakathi), kodwa umthengisi unyanzelekile ukuba akuxelele kwaye achaze zonke izinto zobugcisa: luhlobo luni ye-DBMS kunye nokuba yimalini ebiza ngayo, yintoni umthwalo onokumelana nayo; zithini iimfuno zenkqubo yeCRM? ingaba kukho umxhasi we-imeyile eyakhelwe-ngaphakathi kunye nomhleli wenkqubo yeshishini; Zihamba njani izinto ngefoni njalo njalo?
Imizekelo yobomi. Ibali 1. Inkampani ithenge inkqubo yeCRM (eqeshiweyo phantsi kwemodeli ye-SaaS), i-CRM ngokwayo yayisekelwe kwi-Oracle DBMS, iindleko zayo zifakwe kwiindleko zenkqubo. Ekuqaleni, ukuphazamiseka kwaqala - umthengisi wahambisa iziseko zakhe kwiziko ledatha eSamara, kuba yayingabizi kakhulu apho, kodwa umboneleli waba ngumphambukeli ukuthobela i-SLA. Emva koko abathengi banikezelwa ukuba bahlawule ngokusebenzisa i-Oracle okanye bathenge iinguqulelo ezisemgangathweni kwaye bazithumele ekhaya. Akufuneki ukuthetha malunga nesikali somrhumo we-churn kule CRM.
Ibali lesi-2. Inkampani irenta iofisi kwiziko loshishino ngaphandle nje kweSt. Abanakusebenzisa phantse nayiphi na iCRM yelifu, kuba... I-BC inikezela ngeenkonzo ze-Intanethi, kwaye mhlawumbi kufuneka unyamezele isantya sokucofa, okanye uthenge imodem ye-USB kwaye uthembele kumsebenzisi ongasebenzi kakuhle. Ekuphela kwendlela yokuphuma kubo . Kodwa kungcono, ewe, ukuba ungaqapheli ukurenta kwiziko leshishini eliqhelekileyo, kuba ngaphandle kwe-Intanethi, amandla edesktop nawo anqunyelwe (umzekelo, awukwazi ukusebenzisa umxhasi we-imeyile, i-IP telephony, njl.).
Ukusondela kwiCRM kuphela njengesisombululo sobugcisa
Inkalo yokuqala yale ndlela kukulindela ukuba isofthiwe efakiweyo iya kwenza ummangaliso, yenza ukuthengisa kunye nokuzisa inzuzo. Inkqubo ngokwayo ayizukusombulula nto; yenzelwe ukuba ibe sisixhobo senkqubo entsonkothileyo yeenkqubo zoshishino kunye neqhinga lobudlelwane bomthengi. Ukuthetha ngokuthe ngqo, ukuba abantu bakho abathengisayo bachitha imini yonke kwi-Facebook okanye kwi-Ozon, umthengisi udweba olunye uhlalutyo olusemthethweni lwe-SWOT kwaye ubambe intlanganiso yekhulu ngenyanga, kwaye isebe lenkonzo lithumela abathengi ukuba balinde isisombululo kwiveki okanye ezimbini, I-CRM ngokwayo ayikwazi ukwenza nantoni na iya kukwazi, kodwa ngokuchaseneyo, iya kuba yi-asethi engadingekile kunye notyalo-mali olungenasizathu. Kuba ewe, yinkqubo nje: iqokobhe, undoqo, ujongano. Kwaye ukuba awufumani iindlela zokuphucula umsebenzi wabasebenzi kule nkqubo, iya kuhlala ingasebenzi.
Inkqubo yeCRM yeyona software yesicelo. Kwaye iqhawe likaFonvizin elithi "Minor" liya kuba lilungile kule meko ukuba uthe ekubeni isetyenziswe, ithetha ukuba kufuneka isetyenziswe kwinto ethile. Oko kukuthi, ukufaka isandla kwiinzame zeshishini ngokubanzi ukuphuhlisa intengiso kunye nenkonzo yabathengi. Ukunika omnye umzekelo, i-CRM yintlola yokukhawulezisa ukusabela okuntsokothileyo kunye nonxibelelwano ngaphakathi kwishishini.
Umba wesibini wendlela yobuchule kuphela kukushenxisa umba womiliselo lwenkqubo yeCRM (ukusuka ekukhetheni ukuya ekuqaleni kokusebenza) uphelele emagxeni esebe le-IT okanye umlawuli wenkqubo. Oku kugcwele into yokuba uya kufumana eyona nkqubo yobugcisa obuchwephesha kunye nezicwangciso ezifanelekileyo, eziya kuphinda zingasebenzi ngenxa yokuba ayihambelani neemfuno zenkonzo yorhwebo, abathengisi, inkxaso, izinto zokusebenza - oko kukuthi, abasebenzisi abakhulu.
Yintoni endiyenzayo? Njengoko sele sitshilo, yenza ukuphunyezwa inkqubo edibeneyo, yenza iqela elisebenzayo kwaye ufundise abasebenzi ukuba basebenze ngokunemveliso kunye nenkqubo yeCRM ekhethiweyo. Ngendlela, ingcali yangaphakathi esithethe ngayo ngasentla kufuneka kwakhona ibe kumaqela abasebenzisi abasebenzayo, kwaye kungekhona phakathi kwabasebenzi besebe le-IT. Ngale ndlela, unokunqanda uxinzelelo oluvela kwiingcali ze-IT kubasebenzisi kunye nemvakalelo yokungakwazi ukufunda nokubhala phakathi kwabasebenzisi, nto leyo ehlala idimaza kakhulu. “Ke, kuthekani ngobhaliso? Icociwe? Ngoba kutheni? Ewe, nge-cmd kunye ne-regedit. Ewe, umntwana uyayazi loo nto!” - ukuba inqaku lifundwa ngabantu abakude nolawulo, baqhelana ngokucacileyo ne-cringe evela kula magama kwi-PC yokuqala engaqondakaliyo efriza. Ndincoma ukuba ndithi ukuphendula: "Ibhonasi? Ngaba awuyazi ubume bomvuzo kunye nemivuzo egciniweyo ekupheleni kwekota? I-EBITDA kunye ne-EBIT azikabalwa, ke silinde amaxabiso abalwe ngokwe-RAS. "
Umzekelo wobomi. Hayi malunga neCRM, kodwa isondele kakhulu. Inkampani yagqiba ekubeni ilahle i-CRM, kodwa iprofayili yomsebenzi yayifuna inani elikhulu lolwazi, oluqokelelwe ngendlela yokungenela "uhlobo lokuhlawula" oluzibhalayo. Njengoko kuyimfuneko, umqeshwa wenkonzo ye-IT wenze ukukhuphela - wenze ingxelo, apho umqeshwa onokufikelela "ephothiweyo" ukuya kumhla nge-GUI yamandulo kwimigca emithathu. Kwiingxelo ezikhethekileyo, iinkcukacha ezimfutshane zobugcisa kunye nemiyalelo zenziwe kwifomathi "yomhla - idatha - isilayi". Abasebenzisi ngokwabo basebenzise iifayile ze-csv ezilayishiwe njengoko bebefuna. Kodwa utshintsho kulawulo lwakhokelela ekubeni umthwalo wokumisela ukuba nokwenzeka kweengxelo awuwelanga kumlawuli wezorhwebo, kodwa kwinkonzo ye-IT. Abafana abazange baqonde iinkqubo zoshishino, inkqubo esebenza kakuhle yawa, kwaye abasebenzisi bezoshishino baqala ukuchitha i-50% yexesha labo lokusebenza kwiinkcukacha "ezinzima" ezichanekileyo eziza kubhenela abavumayo be-IT. Kwaye abo bavumelanayo ngokukrwada bafuna isigama esichanekileyo kunye, umzekelo, umgca “iintengiso kunye neentlawulo ngoMatshi 2017"yavela"amaxabiso angengo-zero kwibala lokuthengisa kunye nobukho beparameter yentlawulo yexesha 00:00:01 01.03.2017/23/59 - 59:31.03.2017:XNUMX XNUMX/XNUMX/XNUMX, kubandakanywa amaxabiso asuka kwitafile yentlawulo ende" Isiphumo: abarhwebi bachithe ixesha ekuzoba iinkcukacha zobugcisa, iingcali ze-IT zahleka iinzame zabo kunye nesiphumo kwaye zazisonga iinkcukacha zobugcisa zokuhlaziya, ixesha elibekiweyo lokulayisha idatha kunye nokulungiselela iingxelo ezolulelwe iiveki. Ezi ziifom ezingaqhelekanga ezinokuthathwa buchwephesha obupheleleyo kwinkampani :)
Azikho iinkqubo zoshishino, kukho isiphithiphithi soshishino
Esi sesona sizathu siphezulu sokusilela ekuphunyezweni kwenkqubo yeCRM. Ilula: ukuba awunawo umbono weenkqubo zoshishino ezilungelelanisiweyo kwinkampani yakho, awunaso isicwangciso seCRM. Ngokuqinisekileyo, ekugqibeleni i-99% yeenkampani zinenjongo yokuvelisa ingeniso, kodwa le njongo ayinakho nangayiphi na indlela ukuba yinjongo yenkqubo yoshishino kunye nokuphunyezwa kweCRM. Esi sisiphumo sokufezekisa ezinye iinjongo ezifanelekileyo kwinkampani: ukwandisa umjikelo wobomi babathengi, ukwandisa inani leentengiso, ukwandisa i-bill ephakathi, ukwandisa isabelo semarike, njl. Kwaye ngeenjongo ezinjalo, oko kukuthi, kulawulo lobudlelwane bomthengi (CRM) isicwangciso, isoftware kufuneka ilungelelaniswe - inkqubo yakho yeCRM. Ukuba awukwazi ukuba yintoni isicwangciso sakho kwaye ungayiqondi iinkqubo, ukuphunyezwa kunokujika kube yi-drain yebhajethi. Kodwa ukuba kukho umbono okanye ulungele ukuphonononga kunye nokwandisa iinkqubo zoshishino, i-CRM iya kunika inkampani ukuchasana nemingeni yangaphandle, kuba uya kuba nesiseko esomeleleyo sesiseko somthengi ophezulu, uhlalutyo kunye ne-automation yesiqhelo.
Yintoni endiyenzayo? Inkqubo yohlengahlengiso lweshishini kulapho ukuphunyezwa kufuneka kuqale khona. Sikuxelele indlela yokwenza oku kwinqaku lethu kwaye malunga . Ukuba kukho ubunzima, bandakanya umthengisi okanye ubuncinane umcebisi olungileyo kulo msebenzi (ungadideki kunye nabaqeqeshi kunye ne-infogypsies!). Kodwa ndiqinisekile ukuba eyona ndlela ilungileyo yenkampani kukuqonda ngokuzimeleyo iinkqubo zeshishini, ukuzoba imizobo, ukwabela izigaba, ixesha elibekiweyo kunye noxanduva, ukususa zonke izinto ezingeyomfuneko kwaye emva koko ufunde kumthengisi ukuba uzenze njani ngokuzenzekelayo kujongano olukhethiweyo. Inkqubo yeCRM. Ngendlela, oku kunokwenziwa emva kokuba inkqubo iqalile ukusebenza - ngaphezu koko, ngeendlela ezininzi zingcono.
Ewe, omnye umthetho ongenakuguqulwa: ukuba inkqubo yeshishini itshintshile, yenza utshintsho ngokukhawuleza kwinkqubo yeCRM.
CRM kwinkampani eneenkqubo zoshishino ezingaphuhliswanga. Ngaba akukho nto ingaqhelekanga?
Ukuphunyezwa kwePatchwork yenkqubo yeCRM: iya kwenza!
Ukuphunyezwa kwePatchwork yenkqubo yeCRM yenye impazamo enkulu. Ingathatha ngeendlela ezininzi-makhe sijonge eminye imizekelo enabathathi-nxaxheba abohlukeneyo.
- Uphumeze inkqubo yeCRM kwaye ufuna uphuculo oluthile (umzekelo, iingxelo ezikhethekileyo, ukucwangciswa kwe-calculator yesiko ngaphakathi kwe-RegionSoft CRM, njl.), Kodwa ngenxa yesizathu esithile unquma ukungahlawuli umthengisi kwaye ungazisombululi ezi ngxaki ngokwakho. Ke, inkampani ivinjwa ithuba lokusebenza njengoko kufuneka okanye ijonge izixhobo ezongezelelweyo, ihlawula ngaphezulu kwesoftware eyongezelelweyo.
- Uthenge inkqubo yeCRM, kodwa wagqiba ekubeni ungajongani nezicwangciso, kwaye usebenza kumvuzo omncinci, umzekelo, ukungena kuphela idatha yabathengi. Ngexesha elifanayo, unomnxeba, i-imeyile, iingxelo, iinkqubo zoshishino, abacwangcisi, kodwa awusebenzisi nayiphi na le nto, ukhetha ukusebenzisa izicelo ezindala. Ke ngoko, usebenza ngamabom kunye nesiseko somthengi esiqhekezayo kunye nokusebenza ngokungasebenziyo kwenkqubo yeCRM. Ewe, kufana nokuthenga i-iPhone 10 kwaye ujonge ixesha kuyo, kodwa ukufowuna kunye nokuthumela imiyalezo kwiNokia 3310.
Ezi zimbini iimeko eziqhelekileyo ngokufanelekileyo; ngokwendalo, kukho ezinye: ukungafuni ukudlulisa idatha, ukusetyenziswa okungaqhelekanga, ukungena ngamaqhekeza olwazi, njl. Ngaphezu koko, oku kuziphatha akuxhomekanga kukulungeleka kwenkqubo, i-interface yayo, isantya sokusebenza kunye nezinye iiparameters - i-factor factor ilawula apha.
Kwakhona kwenzeka ukuba inkqubo yeCRM iqala ukuyeka ngenxa yokungafezeki. Inkqubo ayifakwanga ekusebenzeni de abasebenzisi baqwalasele kwaye bafunde yonke imisebenzi; ukusebenza kunye nenkqubo kuhlehlisiwe ixesha elide. Le meko igcwele into yokuba umsebenzi awuyi kuqala, kuba kunzima ukwenza inkqubo yeCRM efanelekileyo ngaphandle kokuqala ukusebenza ngokupheleleyo kuyo kwaye ngaphandle kokuqonda iimpawu kwiimeko zangempela. Iinkqubo ezingcono ziza kuphela ngamava omsebenzisi.
Yintoni endiyenzayo? Unyango olungcono kakhulu lokuphunyezwa kwe-patchy luqhubela phambili kunye nokuphunyezwa okuqhubekayo: izicwangciso ezinzima (umzekelo, ukudibanisa ne-PBX ebonakalayo, imodeli yenkqubo yeshishini) kufuneka iqhutywe ngokuhambelana nokuqala kokusebenza, ukufaka idatha kunye nokuzalisa inkqubo yeCRM kunye namaziko asebenzayo. . Oku, okokuqala, kuya kukuvumela ukuba ubone umphumo wangaphambili, okwesibini, kuya kunciphisa ixesha lokubuyisela, kwaye okwesithathu, kuya kuququzelela ngokubonakalayo imbono yenkqubo yeCRM ngabasebenzi, ekubeni utshintsho luya kuhamba ngokuthe ngcembe kwaye abayi kuba yimfuneko. lawula zonke iimodyuli kunye nemisebenzi ngexesha elinye. Kwangaxeshanye, iCRM akufuneki iphathwe ngokukodwa “phezulu”; kufuneka usebenzise ukusebenza okuphezulu kwaye ufumane isicelo kuzo zonke iimodyuli. Ekuqalekeni, ezinye zezinto ezinokwenzeka zinokubonakala zingafanelekanga, kodwa ngendlela eneenkcukacha ngakumbi kuyacaca ukuba i-automation yeshishini inezinto ezininzi kwaye okukhona iphelele, kokukhona isebenza ngakumbi.
- kuya kuba luncedo kuwe kuyo nayiphi na imeko.
.I-RegionalSoft CRM enamandla enemveliso, indawo yokugcina impahla, i-KPI, abacwangcisi kunye neenkqubo zoshishino ezifanelekileyo - .
Uthengiwe kwaye ulibele
I-CRM ithengwe nje (iqashwa rhoqo), kodwa ayizange iphunyezwe. Eli libali eliqhelekileyo: uninzi lwethu luhlawule umrhumo esingawusebenzisiyo; iinkampani zineentlawulo ezihlala zihlawulwa kodwa azilungiselelwanga okanye zingasebenzi kakuhle ingosi yeshishini, iYandex.Direct, ibhlog eHabré, njl njl. inkonzo ayisetyenziswa. Kwenzeka into efanayo kunye nenkqubo ye-CRM - ihlawulwe, kwaye kulungile, sele siza kuqalisa, kukho intlanganiso kwaye siza kuhambisa uxanduva, malunga nayo ... Ngokusisiseko, oku luhlobo lokuhlehlisa. isikali senkampani.
Yintoni endiyenzayo? Okokuqala, fumanisa ukuba kutheni le nto yenzekile: ngaba inkqubo yeCRM ayilunganga, iyacotha, ayiboneleli ngezakhono eziyimfuneko? Kwaye sele ulwe ngokuchanekileyo ezi zizathu, kwaye emva koko uthathe amanyathelo okubeka isoftware ekusebenzeni okanye ukuyibuyisela ngesisombululo esifanayo, kodwa esifanelekileyo ngakumbi.
Ukunyoluka kwe-fraer konakala
Ukuxoxisana nomthengisi yindlela efanelekileyo yokubulala ukuphunyezwa kunye nokuhlawula kabini. Umthengisi uya kuvumelana nesixa sakho kwaye uya kwandisa iinkqubo zayo, eziya kubangela ukuhla komgangatho wokuphunyezwa. Masiveze imfihlo: kumashishini amancinci naphakathi, iCRM ayibizi kakhulu, kwaye ukonga ikhulu lamawaka eeruble kunokonakalisa ukuphunyezwa okukhulu.
Yintoni endiyenzayo? Okokuqala, musa ukukhohliswa zizithembiso zenkqubo yeCRM yamahhala kunye neCRM nge-70% isaphulelo. Esi sisizathu sokuqala esibangela umnqweno wokugcina imali - kutheni uhlawula ukuba isimahla?! Kubalulekile ukuqonda ukuba inkqubo yeCRM ayisoloko ixabisa kakhulu njengoko kubhaliwe kuluhlu lwamaxabiso, . Ngokuhlawula ukuphunyezwa kwenkqubo yeCRM, utyala imali kwishishini lakho kunye nophuhliso lomgangatho walo. Oku, kunye nokhuseleko lwenkampani (okuthi, ngendlela, ibandakanya inkqubo yeCRM), akufanelekanga ukuyigcina.
I-CRM ithengiswa kuphela!
Ukugxininisa i-CRM kuphela kwi-automation yokuthengisa kunye nokusebenzisa inkqubo njengoluhlu lwezinto eziza kwenziwa kunye noluhlu lweefowuni enye impazamo eqhelekileyo. Kwaye imarike inetyala layo, apho yonke into ibizwa ngokuba yi-CRM: ukusuka kwi-electronic notebook ukuya phantse kwi-ERP. Ngaphambili, bekukho ulwahlulo kwi-SFA kunye ne-CRM, kwaye lo mva unikwe indima echanekileyo yesixhobo sendalo yonke sokuzenzekelayo zonke iinkqubo zoshishino ezinxulumene nabathengi, kwaye kungekhona nje ukuthengisa.
Ukuba i-CRM isetyenziswe ngokukodwa njenge-funnel yokuthengisa + indlela yokugcina isiseko somthengi, kuya kuvela ngolu hlobo: umsebenzi ubonakala ukhula kwaye ingeniso ikhula, kodwa ukukhula kuninzi. Kwaye ukuba ubeke ingqalelo kumgangatho wezenzo zabasebenzi kwaye ujonge kwiinkqubo zoshishino, ukukhula kuya kulibaziseka, kodwa kunzima. Ngendlela, olona khetho lungcono kukudibanisa ukusetyenziswa ngokubanzi kwenkqubo kunye nokwandisa amandla ayo kunye nokuphumelela inkqubela phambili (ukuphunyezwa okufanayo ngokuthe ngcembe esibhale ngako ngasentla).
Yintoni endiyenzayo? Sebenzisa inkqubo yeCRM ngokupheleleyo, kwaye hayi nje ukuthengisa. Ngokomzekelo, kwinkampani yethu sisebenzisa ukuthengisa, ukuthengisa, intengiso, inkxaso yobugcisa kunye, ngokuqinisekileyo, iinjongo zophuhliso. Abathengi bethu bayisebenzisa njengenkqubo yokugcina impahla kunye nenkqubo yolawulo lwempahla kunye nemveliso, njl. Ekubeni iimodyuli ezihambelanayo zibonelelwe, kutheni kungenjalo? Ngokomgaqo, zimbalwa kakhulu iiCRM zokuthengisa ezicocekileyo ezishiyekileyo emarikeni, ke sebenzisa onke amathuba anikezelweyo kwaye uya kuqhela ngokukhawuleza imveliso ephezulu yeqela elizenzekelayo.
Andiyikhethanga ngokwam, kodwa ndacetyiswa
Ukukhetha iCRM esekwe kwiikhrayitheriya ezingaqhelekanga yindlela eyintlekele yokonakalisa. Ukukhetha i-CRM "ngengqondo yomnye umntu" ifana kakhulu nenkqubo yokukopela esikolweni: kubonakala ngathi uyikrazule ngokungenangqondo, kodwa akukho nzuzo, ingozi emsulwa. Kuyavunywa, kububudenge kakhulu ukuba abantu abadala benze oku, ngakumbi ngeyona nto ixabisekileyo kwaye, eneneni, ibaluleke kakhulu - kwishishini lakho okanye emsebenzini wakho.
Kwiposti yangaphambili, isalathiso savutha kwizimvo malunga nendlela inkampani ethile isondela ngayo kukhetho lweCRM. Umsebenzisi weHabr ngokuzingisa okumonelayo wasihlasela ngombuzo wokuba kuphi ukuthelekisa kwethu nabakhuphisana nabo, kutheni le ntengiso andikakulungeli ukukhulula ifayile enjalo. Sivakalise isikhundla sethu kwaye sade sacwangcisa nesithuba esahlukileyo esinomsindo kwesi sihloko, kodwa okwangoku siphole kwaye siza kuchaza eyona ndawo igwenxa yokuqalisa yokukhetha inkqubo yeCRM.
- Iireyithingi, imiphezulu, uluhlu luyi-bullshit epheleleyo, kuba yonke into ekuyo ixhomekeke, ukuphononongwa kuhlala kuyinkohliso, kwaye iindawo eziphezulu zithengwa ngempumelelo.
- Iingxelo zohlalutyo ziphezulu zengcali (Gartner, Forrester), kodwa azifane ziqulathe iinkqubo zeCRM ezifanelekileyo kwixabiso kunye nokusebenza kumashishini amancinci naphakathi aseRashiya.
- Uluvo lomnye umntu kwiintanethi zentlalo mhlawumbi alufuni izimvo, kodwa siphumelele . Ukuba uvila kakhulu ukulandela ikhonkco, ngoko ke ngokufutshane: ngaba usakholelwa kwiingcamango ezininzi kwiintanethi zentlalo?
- Indawo okhuphisana nayo ecetywa ngumthengisi ngumthombo ongathembekanga. Ewe, xa ujonga kuqala uya kufumana uthelekiso olunyanisekileyo ngaphandle kokuzijongela phantsi kwaye uziphakamise, kodwa ekuthengiseni abathengisi ngamanye amaxesha udibana nabafana abakrelekrele kwaye bayayazi indlela yokubonisa "uphando" olunjalo kwisitayile esithi "wonke umntu uyalingana, kodwa siyalingana. ngokulinganayo.”
Yintoni endiyenzayo? Khokelwa kwiimfuno zenkampani yakho yenkqubo yeCRM, zikhethe ngokwakho, iinguqulelo zedemo yokuvavanya, ungakhohliswa ngezithembiso zentengiso kunye ne-brand, nikela ingqalelo kubuchwephesha bomthengisi. Ngokubanzi, yenza izigqibo eziphambili zeshishini ngentloko yakho ekrelekrele, epholileyo kunye nenengqondo.
Ekupheleni kwesi sithuba, mna nawe asiphumelelanga ukuphunyezwa izihlandlo ezilishumi, kwaye akukaxoxwa ukuba isizathu sokuba i-fiasco idla ngokungakhathali kwabaphathi kunye nabaphathi abaphezulu, urhwaphilizo lweentloko zamasebe, isimo sengqondo esisemthethweni malunga nokuziphatha. umsebenzi, ungquzulwano lwangaphakathi lwamashishini, ukungakhathali komthengisi (kaninzi - amaqabane awaqeshayo nakanjani na, ngaphandle kokuvavanya ubuchule babo) kunye nemeko yezoqoqosho kweli lizwe.
Ke, ekubeni isoyikeka kakhulu, mhlawumbi asifanele siyiphumeze? Akunjalongo noko. Ngokuchasene noko, zixhobise kumazinyo ngolwazi kunye nokuphumeza ngendlela abantu okhuphisana nabo abanako. Ukuyibeka ngokulula, iCRM kufuneka isombulule iingxaki ezimbini: ukwenza umsebenzi wabaphathi ube lula kwaye uqinisekise ukucaca kwemisebenzi yokusebenza kubaphathi. Le misebenzi inceda wonke umqeshwa wombutho; babanceda ngokuthe ngqo ukuba balahle inkqubo kwaye baqale ukufumana ngaphezulu. Ewe, ukuphunyezwa kweCRM akusiyo "imizuzu eyi-15", yinkqubo ebuhlungu kunye necokisekileyo, kodwa oku kunjalo kanye xa umdlalo uxabisa ikhandlela.
Unathi kuyo yonke isoftware yobunini yeSitudiyo soMphuhlisi weRegionSoft, kubandakanywa i-Flegship RegionSoft CRM yethu kuzo zonke iintlelo (CRM kumashishini amancinci naphakathi).
, apho, ngaphandle kwentengiso, singabhali izinto ezisemthethweni ngokupheleleyo malunga neCRM kunye neshishini.
umthombo: www.habr.com