Sawubona, Habr! Ngo-Ephreli 22 walo nyaka, ngabhala indatshana kuHabr mayelana nezaphulelo kumasistimu e-CRM. Khona-ke kwabonakala kimi ukuthi intengo yayiwumgomo wokukhetha obaluleke kakhulu, futhi nginganquma kalula konke okunye ngobuchopho bami kanye nesipiliyoni njengomphathi wesistimu. Umphathi wayelindele izimanga ezisheshayo kimi, abasebenzi bahlala bengenzi lutho futhi basebenza ekhaya, uCovid wayeshanela iplanethi, ngakhetha uhlelo lwamaphupho. Namuhla ngu-Agasti 25, futhi uhlelo alukakhethwa, nakuba izintandokazi sezihlonziwe. Mina nozakwethu abambalwa sidlule kumaphrezentheshini ambalwa, ngamamegabhayithi ama-imeyili, izingxoxo kanye nethrafikhi yezwi. Futhi kungazelelwe ngafinyelela esiphethweni esithakazelisayo: I-CRM ayikho. Lutho. Yilokho, bangane. Futhi lesi akusona isihloko se-clickbait, lokhu ukubonwa kokuhlaziya.
Qaphela izandla zakho
Yami, eyabhalwa ngo-April, kodwa kubonakala sengathi izolo.
Isihogo somsebenzi, ekhaya kuphela, ukuzihlukanisa kwanginika isikhathi esengeziwe - kodwa hhayi ngoba angisebenzi ngokwanele, kodwa ngenxa yokuthi angibambeki emgwaqeni isikhathi esingamahora amathathu. Kwakungekho mbuzo wokuthi ngenzeni - ngaqhubeka nokuhlola amasistimu e-CRM ngokuphikelela kwe-manic, ngoba umphathi wami ufuna ukuphuma kule nkinga ngokuzenzakalelayo emazinyweni futhi asebenze ngendlela entsha. Mina, vele, ngiyabelana ngezifiso zakhe, kodwa ukumba inqwaba yezinhlelo kumnandi kakhulu. Ngakho-ke, ukuze ngihlukanise impilo yami, nginqume ukusondela ekukhetheni ezinhlangothini ezingacacile futhi ngezikhathi ezithile ngibhale mayelana nokuphawuliwe lapha kuHabr.
Njengoba uhlu lwama-CRM engiwafundile lushintshile, ngizongeza futhi ngibuyekeze ishidi lami lamaqhawe. Kodwa i-CRM ayikakhethwa futhi wonke amanothi awasho lutho - wonke ayisishiyagalolunye mahle, enze kahle.
- - uphume ohlwini olufushane ngenxa yezindleko eziphezulu kanye nesidingo sokuthenga izixhumi eziningi ngenxa yokubalwa kwezimali kwaseRussia
- — uphume ohlwini olufushane ngenxa yezindleko ezingaphezulu kanye nesidingo sokuthenga inguqulo eyengeziwe yemisebenzi embalwa
- - ohlwini olufushane
- - ohlwini olufushane
- - ohlwini olufushane
- - ohlwini olufushane
- - ngiphumile ohlwini olufushane ngenxa yokusebenza okunesizotha nezinye izici zobuchwepheshe engingazithandi
- — uphumile ohlwini olufushane ngenxa yokuthi ilahlekelwe yizimbangi ezivela “kwiligi yayo ngaphansi kwephiko le-1C”
- - ohlwini olufushane
Kube nama-CRM athile lapho kusukela ngaleso sikhathi, kodwa ngokuvamile... kahle-hle... awazange asebenze nhlobo, izixazululo nje ezibuthuntu ezilahlekelwe ukukhanga kwazo ekubuyekezweni kokuqala + 2 izixazululo ezingenisiwe zawa ngenxa yejika lendawo. Kodwa uma ucabanga ukuthi izinhlelo ezi-5 ezisohlwini olufushane zenza ukuphila kube ucezu lwekhekhe, khona-ke unephutha - ngiyazi kakade ukuthi ubuhlungu bokuzikhethela buzoqhubeka, ngoba baningi abafunwayo futhi mina, ngiqaphela ukuthi laba abafake izicelo. ingenza okuningi, yanquma ukudlula eminye imizuliswano embalwa yezingxoxo.
Ngakho, umbono wami omusha: I-CRM eRussia...cha! Ngokusekelwe encazelweni eqinile yesistimu ye-CRM, azikho ohlwini lwami.
Sekukonke, anginangqondo kancane manje: asikho isixazululo esikhethiwe esingabizwa nge-ERP, CRM, noma BPM. Lezi yizixazululo zomhlaba wonke ezinohlu olukhulu lwamakhono.
Kafushane, esihlokweni.
Isithombe se-CRM endaweni engenalutho
Yini i-CRM?
Ake sithathe incazelo ku-Wikipedia: uhlelo lokuphatha ubudlelwano bekhasimende (CRM, CRM-system, isifinyezo sesiNgisi. Customer Relationship Management) - isofthiwe yesicelo sezinhlangano eziklanyelwe ukuzenzekelayo amasu okuxhumana namakhasimende (amaklayenti), ikakhulukazi ukwandisa ukuthengisa, ukuthuthukisa ukumaketha kanye nokwenza ngcono isevisi yamakhasimende ngokugcina ulwazi mayelana namakhasimende kanye umlando wobudlelwano nabo, ukusungula nokwenza ngcono izinqubo zebhizinisi kanye nokuhlaziywa okulandelayo kwemiphumela.
Okusho ukuthi, izici ezimbalwa ezijwayelekile zohlelo lwe-CRM zingabonakala.
- Ishintsha isu ngokuzenzakalelayo - okungukuthi, imiselela ezinye zezinqubo zenjwayelo ngezenzo zomshini ezihleliwe futhi inikeza ukuxhumana komsebenzi osheshayo nokhiqizayo kuwo wonke umjikelezo wokusebenza namakhasimende.
- Ihloselwe ukuthengisa, ukumaketha kanye nokwesekwa - I-CRM isebenza nazo zonke izici zemisebenzi yezentengiselwano yenkampani. Kubalulekile ukuthi yomithathu iminyango ibe nokufinyelela olwazini oluku-CRM.
- Igcina imininingwane eqoqiwe - i-DBMS iqongelela, icubungule futhi igcine imininingwane mayelana nokuthengiselana, amaklayenti, imicimbi ebalulekile, njll.
- Kuhloswe ngayo ukuhlaziya imiphumela - ngenxa yokuqoqwa nokugcinwa kolwazi, uhlelo lwe-CRM luhlinzeka ngemisebenzi yokuhlaziya.
Hawu, uyabona ukuthi ngikwenze ngobuhlakani kanjani konke - konke ngoba ngilalele izethulo ze-CRM eziyishumi nambili nengxenye, ngafunda ingxenye ye-inthanethi futhi ngajula esihlokweni. Zonke izixazululo ezisohlwini zinalezi zici, kodwa eziningi zazo lokhu kuyingxenye encane yawo wonke umsebenzi.
Ngibone kanjani i-CRM ngaphambi kokuthi ngimbe esihlokweni
Enkampanini yami, abantu abathengisayo nabaphathi abakwenzi lutho mayelana nesoftware - akuyona into yasebukhosini lena. Ngakho-ke, izimfuno zethu ziyi-avareji: Ngizishaye cishe ngenkani. Kodwa mina nomphathi wami sabona ngokucacile: iklayenti lafika, langeniswa ku-CRM, kwase kubizwa i-CRM, lanamathisela imibhalo ndawana thize, labheka ukuthi zingaki izigaba eladlula kuzo, lase livala isivumelwano. Base beyithatha, bahlaziya izigaba, ukuthi ubani obekufanele aklonyeliswe, obekufanele athethiswe, kulungiswe inqubo, phuthuma. Kithina, i-CRM ibiwuhlelo lokuthengisa.
Ngiyibona kanjani i-CRM ngemuva kwezinyanga ezicishe zibe ngu-5 zomsebenzi wokuhlaziya
Mhlawumbe, uma ngiqala nge-amoCRM, ngangingeke ngazi ukuthi kwenzekani ngemakethe ye-CRM, ngoba ivele ingene emibonweni yami. Bengiyithenga, bese kuba amalayisense "Endlu Yami Yezimpahla", bese kuba izengezo ezimbalwa futhi ngizibone ngiwuhlobo oluthile lwe-automator. Ngaphezu kwalokho, ozakwethu bokushaya abangayeki balesi simiso abakuvumeli ukuthi ucabange ngezinye izixazululo.
Kodwa ngandlela-thile kwavela ukuthi ngaqala futhi lesi sinqumo, naphezu kobunzima nezintengo, sabeka izinga elihlukile, noma kunalokho, sazala umcabango wokuqala: "Kuthiwani uma ngingadingi ukuthenga uhlelo lwe-warehouse?" Futhi ngathola izixazululo nge-warehouse "ebhodini", cishe ezine! Futhi-ke, ngemva kokulalela izethulo zamanye ama-CRM, ngihlezi ngemuva kozakwethu, ngabona ukuthi ama-CRM esimanje ayizinhlelo eziningi ezisebenzayo ezingenza lukhulu. Kodwa... ingabe i-CRM? Ingabe i-hyper-automation izosebenzela ibhizinisi ebelilinde ukuthengisa okuzenzakalelayo, kodwa lathola konke ngesikhathi esisodwa? Ingabe lolu hlobo lokuzenzakalela luyadingeka? Ikhanda lami ligcwele imicabango - angikaze ngicabange kakhulu nge-software empilweni yami yonke njengomlawuli nomphathi!
Uma kukhona, ngikhetha i-CRM hhayi yanoma iyiphi inhlangano, kodwa inkampani encane eyenza ukuthengiswa kwempahla eyisicefe ku-B2B. Siyi-17 kuphela, kodwa wonke umuntu udinga i-CRM - ngezizathu ezahlukene. Pho kungani ngimba isikhathi eside kangaka? Ngiyavuma, ngokusuka kwami ngokwami: Ngifuna ukuthola isixazululo esilungile ngentengo efanelekile kanye nezinguqulo ezincane. Mphuphi!
Lawa ama-CRM - hhayi ama-CRM engiwagqamisile.
Okuningi okufana ne-BPM enezici ze-CRM
Ngokuvamile, ngizamile ukugwema izixazululo nge-BPM ebhodini, ikakhulukazi ku-BPMN notation. Okokuqala, angiboni ngempela ukuthi singakha kanjani izinqubo zebhizinisi enkampanini, futhi okwesibili, abasebenzi bami bafana nalokhu: mina, umphathi kanye nesixuku somnyango wezohwebo kanye nabadayisi abangewona kuphela i-BPMN, i-Excel, efana umlilo, ukwesaba. Kodwa-ke, ngesikhathi sokuhlolwa kwe-CRM (futhi kwase kunezingu-17 zazo, ezinye zisanda kuphuma ocingweni lokuqala) ngabona ukuthi kufanele kube nezinqubo ohlelweni lwe-CRM (hhayi i-CRM?) ngoba yenza lula kakhulu impilo yabaphathi: cabanga, wazi ngokucacile , yini okudingeka yenziwe, ubani okufanele ayenze futhi nini, konke lokhu kubhalwe phansi, kukhumbuza futhi kuthumele izincwadi. Indaba enhle ongagoqa ngayo noma yikuphi ukuthengiselana, isiphetho senkontileka, inqubo yokuqasha nokuqeqeshwa, ukuthunyelwa, ukukhushulwa, noma yini oyifunayo.
Futhi yebo, izinqubo zebhizinisi ekusetshenzisweni kwazo okuhle ziyatholakala kuzixazululo eziningana emakethe. Kulezo esizihlolayo, izinqubo ku-BPMN 2.0 notation zikhona , ngendlela eyodwa noma enye yomdabu ngithande izinqubo zebhizinisi kulo и - zingabantu, uma sikubeka ngokomfanekiso, zinobuntu futhi ziyaqondakala. Cha, kunjalo, anginalo ithemba lokuthi umphathi wokuthengisa umanyolo u-Ivan uzobhekana nazo, kodwa nginesiqiniseko sokuthi uzothola ngokuthula ukuthi angasebenza kanjani namaketanga amisiwe ezinhlelweni. Ngendlela, abeluleki be-amoCRM bawukhuthaza ngenkuthalo umbono wokuthi ifaneli yokuthengisa iyinqubo yebhizinisi - kahle, awukwazi ukuphikisana nalokho, kepha kuyinqubo eyodwa, awukwazi ukwakha zonke ezinye kuyo, udinga ukuthenga. isisombululo esibizayo senkampani yangaphandle kanye nengxenye yelitha ukuze siyithole , noma abalingani ngokwabo bazomisa izinqubo kule nto, kodwa ngentengo ephezulu.
Ngakho-ke, kulesi sigaba nginikeza intende yesandla yisixazululo esiqondiswe ngqo ezinkambisweni zebhizinisi, phakathi kwazo kukhona izakhiwo esezilungile. Empeleni, umkhiqizo wawubizwa ngokuthi i-bpm'online ngaphambilini, ngakho-ke akungabazeki mayelana nezinqubo. Okubi ukuthi lolu uhlelo olubiza kakhulu, olubuye lungahambisani nokuguquguquka kwalo - isibonelo, isisombululo sokumaketha siwuhlelo oluhlukile olubizayo.
Okuningi okufana ne-ERP ngokusebenza kwe-CRM
Yilapho konke kuyinkimbinkimbi, ngoba indawo yonke ifinyelela inani eliphakeme kakhulu, kodwa kuphakama imibuzo mayelana nendlela yokubhekana nalesi sixazululo. Umbono wokuqala ufana nokuthenga i-Dodge RAM-3500, bese ucabanga ngendlela yokushayela emigwaqweni emincane endaweni yase-Ostozhenka, isibonelo. Kodwa lawa futhi amathuba kanye namathuba amasha abanzi, okusho ukuthi akuyona yonke into elula kangaka. Ngakho-ke, uma ubungazi, uhlelo lwe-ERP luyisofthiwe esiza ukuhlanganisa ukusebenza, ukukhiqiza, izinsiza zabantu, ukuphathwa kwezimali, njll. Imodeli yedatha evamile kumasistimu anjalo isiza ukukhulisa nokugcwalisa ngesikhathi izinsiza kanye nezinqubo zokwakha. Ukuba uhlelo olugcwele lwe-ERP kunzima, ngoba kuyindaba emayelana namathenda e-bureaucratic, ukukhiqizwa okuthile okuyinkimbinkimbi, ukuqaliswa kwesinyathelo ngesinyathelo isikhathi eside, njll. Uma ngikhuluma iqiniso, mina ngokwami ngeke ngifune ukuxhumana “nomfana we-erp okhathele” ojwayele lokhu. Kodwa bengingeke ngenqabe indawo yokugcina izinto, futhi mhlawumbe nokukhiqiza futhi.
Ngithole yonke into engangiyidinga ngokombono wokuthi “nginike ucezu lwe-ERP” ezinhlelweni ezimbili: и . Isixazululo se-Microsoft senzelwe kahle noma yimuphi umsebenzi, kodwa lokhu kuqondanisa, njengoba kwavela, kudinga imali eningi, njengoba i-CRM / ERP iyindawo yonke yezindinganiso zamazwe ngamazwe, kodwa eRussia kukhona imininingwane eminingi futhi, ngenxa yalokho, ukuthuthukiswa okudingeka ukuthi izinkampani zozakwethu zikhokhelwe. Uma uyibhizinisi elincane futhi uqaphela isikali, kuzwakala sengathi usuzochotshozwa. Hhayi-ke, noma bengisesimweni sokuhlukaniswa. kuyisixazululo esithakazelisayo, sona ngokwaso esicishe sibe yi-ERP (futhi sikhona ngokwehlukana), kodwa kubonakala kimi nakakhulu ukuthi lena yindaba yezinkampani ezinkulu noma ibhizinisi lamazwe ngamazwe. Ngiyaqala ngqa ukuhlangana nezixazululo zabo zaleli klasi futhi ngimangele ngokujabula.
Futhi lapha, ngokumangalisayo, Ihlangabezana nezidingo zamabhizinisi amancane kahle (ngicabanga ukuthi kokubili naphakathi namakhulu, kodwa ukuthi yini okufanele ucabange ngayo - ngubani ongacabanga ngathi ...), njengoba ihlelekile nje, ixhunywe ngokucacile phakathi kwamamojula futhi ihlanganisa konke: i-KPI, indawo yokugcina impahla. , ukukhiqizwa, okunye Kuthiwani ngokubalwa kwezimali, ukuphathwa kwephrojekthi, ukubalwa kwezimali eziningi, irejista yemali, amakhadi okuthembeka, njll. Ngamafuphi, kukhona konke - ngokujwayelekile, konke okungabonakala ohlelweni lwebhizinisi lwesimanje. Yiqiniso, konke lokhu kuyatholakala kuhlelo "oluphezulu", olubiza ngaphezu kwenguqulo eyisisekelo - kanti kwabanye, izinhlelo ezingathuthuki kakhulu cishe zizokwanela. Kodwa ekugcineni, ishibhile kakhulu kuneMicrosoft - kulokhu yenzelwe i-100% yebhizinisi laseRussia, ngaphandle kwezixhumi (kodwa kukhona ukuguqulwa, ngicabanga - angikakafiki kulokho okwamanje). Kodwa engangikuntula (njengoba sigwedla indawo yonke) ukuphathwa kwabasebenzi - kubonakala sengathi kukhona ama-KPI, ukuhlela kanye nekhadi lesisebenzi, kodwa lonke lolu hlobo lokubala kwabasebenzi alukho. isikhalazo ngokumelene nawo wonke umuntu.
Cishe ngizoyibeka lapha futhi - iphinde ithuthuke ngokusobala iqonde endaweni yonke, nakuba impofu kancane ngokusebenza.
Leli gatsha lokuziphendukela kwemvelo elibheke ku-ERP kimi libonakala linengqondo futhi lilungile ezinhlelweni ze-CRM - amabhizinisi amancane naphakathi nendawo adinga izixazululo eziqinile zomhlaba wonke.
Okuningi njengengosi yebhizinisi enemisebenzi ye-CRM
- Indaba eyinkimbinkimbi kakhulu emhlabeni we-CRM, i-phantom yangempela kanye ne-waswolf. Uma mayelana nezinye izinhlelo ngingasho ukuthi lena i-CRM enezengezo noma i-super CRM, ngakho-ke mayelana ne-Bitrix24 ngingathanda ukusho ukuthi ingosi yebhizinisi enemojula ye-CRM kanye nezici zenethiwekhi yokuxhumana nabantu. Uyawuzwa umehluko? Kokunye udinga ukusebenza, ku-Bitrix udinga ukuhlala futhi ulawule ngokuphelele zonke izici zomsebenzi. Ngakolunye uhlangothi, i-universality lapha isezingeni, ngakolunye uhlangothi, wonke la mathuluzi ephothali ezinkampani aphazamisa umsebenzi futhi angase angezi ku-CRM.
Ngendlela, nginento edabukisayo kuwe: i-Bitrix24 yamahhala iyinto elinganiselwe kakhulu, lapho inkampani ikhula khona kakade esigabeni sokuhlola uhlelo. Kodwa ngokungathí sina, ngempela, uma udinga i-Bitrix24, engagcini nje ngokugcina okuthile lapho, kodwa isebenza ngendlela eyakhiwe ngayo, khona-ke udinga intela yeThimba, noma ngisho neNkampani. Hhayi-ke, uma kwenzeka uvele wacabanga ukuthi ungaya kude no-zero.
Kodwa phakathi kwamaphothali ezinkampani kanye nomsebenzi wokuxhumana nomphakathi, lesi yisixazululo esiqinile, ngakho-ke uma ugxila ngokukhethekile ekuxhumaneni kwangaphakathi, lesi sixazululo singase sikulungele.
Okufana ne-CRM...?
Kuthiwani ngokunye? Nabanye babekhona. Ngizofaka kule group , , . Lezi izinhlelo ze-CRM zokuthengisa, futhi i-amoCRM “ilandela” ngokuqinile umqondo wesistimu yokusebenza namakhasimende, kodwa amanye amabili asesendleleni eya endaweni yonke yesixazululo kanye nezinga le-ERP: Ibhizinisi elilula selivele lavela kancane. ngaphezulu, i-KB isesekuqaleni. Ngendlela, i-amoCRM ingathuthukiswa ngemali isebenzisa ama-addons, ama-plugin nokuhlanganiswa, kodwa izinsimbi ezinjalo nezikhwelo zibonakala zibiza futhi ziyinkimbinkimbi kimi - njengomphathi wesistimu, angikulungele ngokwengqondo ukuba nesibopho se-zoo enjalo, izinkokhelo zayo. , njll.
Kungabonakala sengathi nazi, cishe ezakudala, thenga i-CRM yakho kakade futhi wehlise umoya, Vanya. Kodwa! Ngemva kwezinqumo ezibalwe ngenhla, ngandlela-thile angifuni ukuba nesizotha ngemali efanayo (noma ngisho nangaphezulu).
Yiqiniso, angiziboni ngihlakaniphe kakhulu, ngakho ngibheke uhlu lwabanye abantu, ukubuyekezwa, izilinganiso. Yiqiniso, ngithole umbono wokuthi ama-90% awo angama-bullshit, ngoba izindawo zokuqala akuzona i-Microsoft, hhayi i-amo, hhayi i-bitrix24, kodwa amanye ama-CRM angakanginiki ngisho nokukhangisa ezinyangeni ezi-5. Ngababuka, ngaze ngadlula nezethulo izikhathi ezimbalwa... Ingabe lokhu kubucayi? Bathembele kubani kulezi zilinganiso ezithuthukisiwe nezikhokhelwayo? Awu, kulungile, udinga ukucabanga ngengqondo yakho.
Futhi ngiyaqhubeka ngicabanga futhi ngihlaziye. Nazi izinketho zama-CRM akhethiwe angewona ama-CRM, kodwa ama-hyper CRM noma ama-ultra CRM. Futhi lokhu "hyperfunctionality" kuwukonga okuhle kwenkampani, ngoba uthola yonke into endaweni eyodwa. Ngakolunye uhlangothi, kunengozi yokudideka, ukulahleka ... Ngakho-ke ngayalwa ukuba ngisebenzise i-CRM ngesikhathi sokuhlukaniswa, ngoba kuyisilinganiso esipholile sokulwa nenhlekelele, cishe iphilisi eliwumlingo, futhi ngiyaqonda nokuthi kungani. KODWA! Ngilahlekile. Ngibheka indlela yokuphuma. Ngizothintana.
Source: www.habr.com