Ngokuvamile, asikuthandi ngempela ukuhunyushwa kwama-athikili amayelana ne-CRM, ngoba isimo sabo sengqondo sebhizinisi kanye nesimo sengqondo sebhizinisi lethu kuyizinhlangano ezivela emazweni ahlukahlukene. Bagxila kumuntu ngamunye kanye nendima yomuntu ngamunye ekuthuthukisweni kwenkampani, kuyilapho eRussia, ngeshwa, sigxila ekutholeni okuningi nokukhokha kancane (ongakukhetha - isikhathi sokukhonza ngokushesha). Ngakho-ke, kokubili ukubuka kwebhizinisi lesofthiwe kanye nebhizinisi lesofthiwe ngokwalo kuhluke ngokuphawulekayo. Kodwa kulokhu sihlangane nesihloko esipholile, ngokwezinga elithile, esisebenza ngempela kumaqiniso aseRussia. Ekuqaleni sasifuna ukwenza ukuhumusha ngesitayela se-Goblin, kodwa saqaphela ukuthi ukuvinjelwa kuka-HabrΓ© futhi, uyazi, kwakuyindaba engabazekayo, ngakho sayihumusha ngamazwi ethu. Bafo, isihloko sangempela lesi. Bheka abafana abanjalo eqenjini lakho futhi usebenzise i-CRM - ngeke kube nesithukuthezi.
Okwesihlanu, ngakolunye uhlangothi, kuqinisekisa umphathi ukuthi kuyaphuthuma ukusebenzisa i-CRM ngoba:
β ngoDisemba wonke umuntu unezaphulelo zangempela
- ngoDisemba ungavala isabelomali futhi usebenzise imali esele
- NgoJanuwari nangoFebhuwari sisebenza ngesivinini esikhululekile, ungafunda uhlelo lwe-CRM
- Ngokuqala kwesizini yebhizinisi elishisayo sizobe sesisebenza ngokuzenzakalelayo emazinyweni
- Yebo, imicimbi yethu yebhizinisi ibiza kakhulu kunamalayisense e-CRM, mphathi, yiba nonembeza!
(Omalukeke kubakaki angamanothi avela kuchwepheshe wethu we-CRM).
Amaphrojekthi wokuqalisa uhlelo lokuphatha ubudlelwano bamakhasimende () enkampanini ihlale iqala ngokulindela okukhulu. Abantu balindele ukuthi uhlelo lwe-CRM luthuthukise ngomlingo ukukhiqiza, lwandise ukuthengisa, luhlele ukusebenza kahle, futhi longe imali.
Kodwa nakuba imboni ye-CRM ichuma ngempela ngokukhula okulindelekile kwezigidigidi ezingu-36,4 zamaRandi ngo-2017 (ngokusho kukaGartner), ngaphezu kweminyaka eyishumi. khombisa ukuthi phakathi kuka-30% no-65% wamaphrojekthi we-CRM ayahluleka. ithi ngaphansi kuka-40% wamaphrojekthi e-CRM agcina esetshenziswa ngezinga eligcwele elifinyelela kumsebenzisi wokugcina futhi libe bukhoma.
Futhi izizathu eziyinhloko zaleli zinga eliphansi lempumelelo yokutholwa azihlangene kangako nobuchwepheshe. Izinkinga eziyinhloko ezimi endleleni yempumelelo ye-CRM zihlobene kakhulu nesiko lenhlangano, ukuntuleka kwamasu kanye nemigomo yebhizinisi, futhi, okubaluleke kakhulu, nabantu abahilelekile, ababalelwa ku-42% yazo zonke izinkinga.
Yiziphi ezinye zezinselelo ezinkulu zokuqaliswa ohlangabezane nazo kuphrojekthi yakho?
Ake sibheke ukuthi kungani abantu bedlala indima ebaluleke kangaka ekuqalisweni kwezinhlelo ze-CRM.
Konke kumayelana nabantu
Elinye lamaphutha abalulekile enziwa ngesikhathi kusetshenziswa i-CRM ukuthi i-CRM ibhekwa njengobuchwepheshe kuphela.
Eqinisweni, ukuqaliswa kwe-CRM akukona ngokuyinhloko mayelana nobuchwepheshe (ohlangothini lweklayenti, ukuqaliswa akubonakali kunzima lokho), kodwa mayelana nabantu abayisebenzisayo!
Ngokuvamile, abanikazi bamabhizinisi abatshala imali ohlelweni lwe-CRM bakholelwa ukuthi le softhiwe izothuthukisa ibhizinisi labo. Futhi akukho okunye. Ukuchitha amakhulu ezinkulungwane zamaRandi esixazululweni se-CRM akusizi ngalutho uma ungenandaba nabantu abadinga ukusisebenzisa. Kungani sibakhathalela? Yebo, ngoba ngabantu abathuthukisa ubudlelwano bakho namakhasimende, hhayi isoftware oyikhethayo!
Ngokusho kwe-Insight Managing Consulting, u-64% wempumelelo yokuqaliswa kwe-CRM incike ekusekelweni kwabasebenzi benhlangano. (Ithimba le-RegionSoft CRM, njengomthuthukisi we-CRM wamabhizinisi amancane naphakathi, licabanga ukuthi ezinkampanini ezincane ezinombuso olula leli phesenti lisondela ngokuzethemba ikhulu).
Izici ezibalulekile zempumelelo zokuqalisa uhlelo lwe-CRM:
- abasebenzi bangaphakathi - 64%
- ukwesekwa kochwepheshe bangaphandle - 56%
- ikhwalithi yesisombululo sezobuchwepheshe - 45%
- ushintsho kumakhono okuphatha - 36%
- ukwenza ngokwezifiso - 36%
- izinsiza zezezimali - 18%
Ngakho-ke kunjani, ithimba lamaphupho lokuqalisa nokulungisa uhlelo lwe-CRM?
Ngenxa yokuthi ukuqaliswa kwe-CRM kuwuhambo hhayi iphrojekthi yesofthiwe yesikhathi esisodwa, uzodinga ithimba elizosebenza nawe ngokuphumelelayo futhi lihlale isikhathi eside. Zilungiselele ukuthi akubona bonke abaseqenjini lakho abazobona ngokushesha izinzuzo ze-CRM futhi bazokwamukela isistimu ye-CRM ngezandla ezivulekile. Kodwa-ke, kuthatha ubuntu obuhluke ngokuphelele ukwenza i-CRM isebenze. Ake sibheke ithimba elivamile elingatholakala ezinkampanini eziningi ezibhekene nokuqaliswa kwe-CRM futhi sibone ukuthi ithimba lamaphupho lingakusiza kanjani ukuzuza impumelelo ye-CRM.
Noma mhlawumbe wena mfundi ungomunye wabo?
1. Uhlanya oluhlanyayo, owaziwa nangokuthi umlandeli omkhulu
Akusho ukuthi lo ngumuntu obaluleke kakhulu ekusetshenzisweni kwe-CRM. Akagcini nje ngokwazi ukuthi kungani ukusebenzisa i-CRM kuwumbono omuhle, kodwa futhi uhlome amazinyo , okutholakele okubalulekile, amashadi nezibalo ezibonisa izinzuzo ze-CRM. Ukholelwa empumelelweni ye-CRM, kungakhathaliseki ukuthi kwenzekani. Umuntu ofanayo ongachazwa ngamagama athi "Ngibona umgomo - angiboni izithiyo."
Ngokuvamile, lo mfana ungumphathi wephrojekthi othanda ukuzama izindlela ezintsha zomsebenzi futhi ugxile ekuzuzeni imiphumela emihle. Wazi okuningi ngesistimu kusenesikhathi futhi ulungele ukusiza wonke umuntu ukuthi ajabulele ngempela umsebenzi wansuku zonke nabasizi be-CRM. Kuzokhumbuza wonke umuntu ukuthi izikhathi ezimnandi ziyeza.
2. Ongabazayo
Ake ngiqagele ukuthi ucabangani njengamanje: βUmuntu ongabazi angaba kanjani usizo ekusetshenzisweni kwe-CRM?β Ngokumangalisayo, lo muntu ubaluleke kakhulu ekuzivumelaniseni nezimo ngempumelelo nempumelelo yokuqaliswa kwe-CRM.
Umuntu ongabazayo kungenzeka atholakale phakathi kwabaphathi bokuthengisa abagxile emiphumeleni. Ngokwemvelo, akabekezeleli noma yini ethatha isikhathi ukufeza imiphumela. Akufunayo ukuthengisa okuqopha umlando khona manje. Uma izinzuzo ezibonakalayo kuye zingenzeki emoyeni omncane, khona-ke lo muntu akasoze athemba noma yikuphi okusha (futhi i-Excel izoba khona!).
Eqinisweni, ukungabaza kuyingxenye elindelekile futhi enempilo yenqubo yokuqaliswa kwe-CRM, ucwaningo lubonisa, njengoba i-71% yabantu, ikakhulukazi abathengisi, izodinga ubufakazi bokusebenza ngempumelelo ngaphambi kokuba bamukele futhi basebenzise i-CRM ngenkuthalo. (Ake nginikhumbuze ukuthi lokhu ukuhunyushwa kwesihloko somuntu onomqondo ohlukile - eRussia bavame ukuyiduba iCRM futhi bateleke ngokumelene nayo hhayi ngoba besaba ukuphazamisa inqubo yokumba igolide, kodwa ngoba befuna ukuqhubeka. ukufihla amaklayenti βangaseseβ, izindaba zomuntu siqu, izivumelwano kanye nokukhahlanyezwa. Hhayi-ke, imvamisa baqhutshwa isifiso sokufihla umsebenzi wabo ongenamandla).
Okokuqala, konke ukuqaliswa kwe-CRM kufanele kubhekane nokuphikiswa, okuza ngezindlela ezimbili: ukungabaza nokungakhululeki.
Kodwa udinga lo mlingiswa, ngoba uyisisusa sakho esinamandla emlandweni wokuqaliswa kwe-CRM!
Ngumuntu othandabuzayo ozokuphoqa ukuthi uqhamuke necebo ubambelele kulo. Uzokukhumbuza ngendlela eyisicefe nenyakazayo yezinto okungenzeka ukuthi awuzinakanga. Izokukhombisa ukuthi yini esesixazululweni se-CRM ozama ukusisebenzisa esiyinkimbinkimbi kakhulu noma engasafuneki ebhizinisini lakho. Eqinisweni, umuntu ongabazayo uzokhomba ukuthi uhlelo lwe-CRM kufanele luhambisane nezidingo nezinhloso zebhizinisi lenkampani yakho (E-Russia, esimweni esihle kakhulu, indima yomuntu ongabazayo ingeyenhloko yenkampani; ngeke ukuthole lokhu kubantu abathengisa - ngokomlando, abanaso isisusa sokuziphatha sangaphakathi.).
3. Umholi we-Charismatic
Ukuqaliswa kwe-CRM kunendlela eya phezulu phansi: isiqondiso sisuka phezulu siye phansi. Ngaphandle kokubamba iqhaza kwabaphathi abaphezulu, zonke izinhlelo ezihlobene ne-CRM zizohluleka. Uma abaholi bengasenzi isibonelo sokusebenzisa i-CRM nsuku zonke futhi bengasebenzisi imibiko nezici, bonke abanye abasebenzi bazoyeka ku-CRM maduze nje.
Ngokusho kwePeerstone Research, ukuntuleka kokuthenga kubaphathi abakhulu kuyisizathu esibalulekile esenza i-CRM ingasuki ihambe.
Kungani iphrojekthi ye-CRM ihluleka?
- abakhulu abawukhiphi - 27%
- abathengisi bathembisa futhi abazange balethe - 21%
- intengo iphuma emabhange ayo - 20%
- isoftware ayinalutho - 19%
- umdidiyeli akazange abambe i-chip yebhizinisi - 16%
- isofthiwe ibuthakathaka, ayikho imisebenzi eyanele - 16%
Umholi onothando (mhlawumbe umqondisi ophethe noma i-CEO) yilowo obonisa ukuzibophezela kwakhe kuphrojekthi entsha ngokuhlanganisa i-CRM ekusebenzelaneni kwakhe kwansuku zonke nabasebenzi.
Ukwabelana ngedatha, ukukhiqiza imibiko, ukuqeda imisebenzi, uma yenziwa kusetshenziswa i-CRM, kungaba yindlela ekahle yokusebenzisa uhlelo olusha abanye abasebenzi abazovele baphoqeleke ukuthi baxhume kulo. Ngamanye amazwi, uma kukhulunywa ngokuqaliswa kwe-CRM, izenzo zikhuluma kakhulu kunamagama.
4. Insizwa ye-IT
Ngokusobala, uyayidinga ukuze ikusize uqonde uhlangothi lobuchwepheshe lwesofthiwe futhi uxazulule noma yiziphi izinkinga zokufaka nokusebenzisa ezingase ziphakame. (Ngendlela, endabeni ye abafana bakwa-IT abazokusiza yithi - xhumana nathi, sinohlu lonjiniyela). Ukwengeza, ukuba nochwepheshe we-IT oqeqeshiwe kuzokusindisa ekukhungathekeni kokuqala njengoba kusiza inkampani ukugcina uhlelo lwe-CRM lusezingeni.
Le ndoda ibaluleke kakhulu uma unesixazululo se-CRM Esiku-Premise esidinga ukuthi othile abheke iseva futhi asingathe ukuthuthwa kwedatha. Ingasaphathwa yamaphutha, ukusethwa kwesistimu, ukuvikelwa kwedatha nezinye izinkinga zosekelo lobuchwepheshe ezingathusa ngokukhethekile abantu abangewona ama-IT.
5. Umhloli wamandla
Njengochwepheshe wezentengiso omusha noma umlawuli, umhloli onolwazi uzodlala ngesistimu ye-CRM, ukuhlola ukuhamba komsebenzi, izilungiselelo, izigaba, izinkambu, nezinye izici nemiyalelo. Uzothola amathiphu amancane kodwa awusizo, zama zonke izinkinobho nezixhumanisi, futhi abe namakhulu emibuzo. Kodwa lokhu ukucwiliswa kwangempela ohlelweni lwe-CRM!
Umhloli ngeke ame aze abone ukuthi i-CRM iyasebenza ngempela. Futhi lapho esekubonile lokhu, ngokushesha uba ummeli we-CRM oshisekayo. Ngakho-ke, abahloli babaluleke njengabashisekeli nabaholi, njengoba befaka isandla ekwamukelweni kohlelo ngokuthola ukusebenza kwalo okuyingqayizivele isinyathelo ngesinyathelo. (Kazi bakhona yini abantu abanjalo ngaphandle kwe-IT sphere?!)
Wonke umhlambi unemvu emnyama
Kodwa isithombe besingeke siphelele ngaphandle komlingiswa oyedwa ocashe ethimbeni lokusebenzisa i-CRM.
Yilokho ozondayo, ozondayo, umfana onobuthi.
Ububi obuningi kunomuntu ongabazayo, lo muntu akangabazi nje kuphela uhlelo lwe-CRM, futhi uphuma endleleni yakhe ukuze afakazele ukuthi wonke umbono wawungalungile kwasekuqaleni. Umzondi cishe kuzoba insizwa enolwazi kakhulu oseyazi konke lokhu, obhukuda yonke indawo. Ujabule ngezindlela zakhe, ezimvumele ukuthi azuze impumelelo futhi avale amadili amaningi. Akalufuni ushintsho uzolinda kube khona okungahambi kahle. Umuntu ozondayo uvele athande isikhathi lapho kukhona okungahambanga kahle ukuze athi ngokunqoba, βNgikutshelile!β
Njengoba ubona, asimfaki lo mfana ethimbeni lethu lokusebenzisa ama-CRM amahlanu. Futhi konke ngoba ungakwenza kalula ngaphandle kwayo. (Ucekela phansi ngobuwula).
Ukubaluleka kokuqeqeshwa
Bonke laba balingisi bavamise ukumela iminyango eyahlukene enkampanini, benze imisebenzi ehlukene, futhi banemigomo nezinhloso zabo. Ngakho-ke, kubalulekile ukuthi abantu kwezokuthengisa, ukumaketha, ukuphatha, i-IT kanye nabaphathi babe nemigomo efanayo echazwe ngokucacile abafuna ukuyifinyelela uma sebenqume ukwenza i-CRM ithuluzi labo lokukhiqiza imali.
Okokugcina, ukuqeqeshwa okuqhubekayo nokuhlelekile kuyisihluthulelo senqubo yokuqalisa eshelelayo kanye nempumelelo ye-CRM. Ungacabangi ukuthi izikhathi ezimbalwa zokuxhumana nabaqalisi zizokwanela. Ngemuva kwakho konke, awukhiphi isibuyekezo seWindows!
Masibhekane nakho, i-CRM ingaba nzima ekuqaleni, inzima kakhulu. Ukuqhubeka nokuqeqesha abasebenzi ukuthi bangayisebenzisa kanjani i-CRM emsebenzini wabo wansuku zonke kuwumbono omuhle kakhulu, ongcono kakhulu ongakhona. Gxilisa imizamo yakho emsebenzini owumongo, osekelwe endimeni kuqala. Shiya izinsimbi eziyinkimbinkimbi namakhwela ukuze uthole kamuva.
isiphetho
Uma kukhulunywa ngokuqaliswa kwe-CRM, izinkampani akufanele zigxile kuphela ohlangothini lwezobuchwepheshe lwephrojekthi, njengoba lokhu kuholela ekuhlulekeni noma empumelelweni yephutha. Ukuze uwine, udinga izinhliziyo ezifudumele namakhanda ahlakaniphile abasebenzi bakho.
Futhi ngenxa yokuthi ukutholwa kwe-CRM nokugibela kuwumzamo weqembu, uzodinga isethi yemigomo eyabiwe kanye nesu lokusebenzisa, ukuthola ukuthengwa kwabaphathi abakhulu, ukusebenzisa uhlelo lokugqugquzela, ukukhombisa i-ROI, futhi ngaphezu kwakho konke, ukuqeqeshwa okuqhubekayo.
Akukho ukungabaza ngakho - ukusebenzisa i-CRM ngokuvamile kungaba inqubo ebizayo futhi edla isikhathi, kodwa uma kwenziwa kahle, kungashintsha yonke into kusukela enkambisweni yakho yansuku zonke, indlela ophatha ngayo amakhasimende akho noma ukuguqula amathemba akho abe amakhasimende wangempela, kuya kumakhasimende akho. imali engenayo kanye nephrofayili yebhizinisi lakho.
Awu, usubalile abantu abanjalo? Bazwana kanjani?
Source: www.habr.com