Omunye wozakwethu wayefuna ngempela ukuba ne-iPhone 4S. Khona-ke kwaba ukuphakama nje kokubukisa. Ngemva kokuthola ibhonasi, wayeka iholide lakhe futhi wayithenga - emhlophe, enesisindo esimnandi, umona wenkonzo yonke yezohwebo. Ngemva kwesikhashana, waqala ukukhononda ngokuthi wayengaqondi ukuthi yini wonke umuntu ayithola kulawa ma-iPhones, isidayeli nesidayeli, kodwa wayesaba ukuyilahla, futhi izithombe zazingezimbi. Lapho ekhuluma ngezinhlelo zokusebenza, imisebenzi, ukusakazwa kwezithombe, izibuyekezo nezinye izinto, uthe uvale ukufinyelela ku-inthanethi ngoba ibiza kakhulu futhi ivame ukutotoswa. Ngakho-ke, waguqula i-smartphone ephezulu kakhulu ngesikhathi sayo yaba isitini esikhalayo. “Yeka indlela eyisiphukuphuku ngayo!” sahleka; abanye abafundi cishe babecabanga into efanayo.
Sekuyisikhathi eside ngingacabangi kanjalo—njengoba bengisebenza ngokusetshenziswa kwesoftware yebhizinisi. Ukubhema i-Kazbek nokonga umentshisi kuyisiqubulo samabhizinisi amancane naphakathi nendawo kukho konke okuhlobene ne-IT. Umphumela: ukungasebenzi kahle, ukwehluleka ukusebenza, imali ephansi, inzondo yawo wonke ama-software ngesikhathi esisodwa kanye nokudelela amaphrojekthi aphumelelayo.
Ngokuvamile, bhala izindlela zokuhluleka ukuqaliswa kwe-CRM, noma iyiphi isofthiwe - ngemva kwakho konke, umuntu ohlakaniphile ufunda emaphutheni abanye.
Kunezibalo zokuthi kusukela ku-20% kuya ku-60% wamaphrojekthi we-CRM ayahluleka noma awaphili ngokuvumelana nalokho okulindelekile. Ukwethembeka, izibalo ezingavamile: okokuqala, imfoloko enjalo yamanani, okwesibili, iyiphi i-CRM futhi ikuyiphi indawo, okwesithathu, umthengisi noma umlingani? Ngokuyisisekelo, okwethimba lethu lokuthuthukisa Kuyacaca ukuthi yini okungenzeka sikhuluma ngayo nokuthi lolu hlu lwezinombolo luvelaphi. Izibalo cishe zazihlanganisa ukuqaliswa okuyingxenye (lapho isofthiwe isetshenziswa engxenyeni encane yemisebenzi futhi ingathokozisi inkampani nhlobo), ukuqaliswa okungaphumeleli ngokuzithoba (inkampani ayikuthandi konke, kodwa iyaqhubeka nokusebenzisa uhlelo olukhokhele ), njll. Eqinisweni, kungase kube nezizathu ezimbalwa zokwehluleka, futhi ibhizinisi ngalinye lizozenza njengezihlukile, kodwa empeleni kuyenzeka ukuhlonza uhlu olukhulu kodwa olunomkhawulo lwezizathu zokuqaliswa okungaphumeleli nokungagculisi kwezinhlelo ze-CRM. Ithimba lethu liqoqe okuhle kakhulu, futhi lilungele ukukutshela ngakho. Ungafaki izigaxa zakho - funda ezabanye abantu!
Yile ndlela izinkampani ezibukeka ngayo ezithenge i-CRM futhi ziyisebenzisela ubuncane noma cha.
Uma ungaqiniseki, ungayisebenzisi
Phakathi kokunye mhlawumbe ehamba phambili wukungagxili ezinhlosweni zenkampani. Ngokuvamile izinkampani zibheka uhlelo lwe-CRM hhayi ngenjongo yokwandisa ukuthengisa, ukuthuthukisa izinqubo zebhizinisi, noma ukukhulisa ikhwalithi yesevisi, kodwa kuphela ngenxa yokuthi "ukuze kube." Lokhu ukuqaliswa okungaphumelelanga ekuqaleni: akukho ukuqonda ukuthi uzolisebenzisa kanjani ithuluzi, okusho ukuthi lizohlala lingafunwanga.
Yini okufanele ngiyenze? Nquma izinjongo zenkampani kanye nezinhloso zokuqalisa uhlelo lwe-CRM. Kuyafiseleka ukuthi zihlobanise, ngamanye amazwi, zibe nokuvumelana. Inqubo ilula kakhulu: thatha iphepha, ubhale phansi imigomo yenkampani (okungcono umnyango noma isisebenzi), thatha elesibili bese ubhala phansi imigomo yokuqaliswa kwe-CRM. Kusukela kulo mzuzu, uqala ukwenza izidingo zesistimu ye-CRM, ongaqala ngayo ukusebenza nabathengisi. Kubaluleke kakhulu ukunquma izinhloso zakho uma inkampani yakho yenza imisebenzi ethile: ukukhangisa, ukushicilela, izinsizakalo zezokwelapha, ezokuthutha, njll.
Isibonelo esivela ekuphileni. Le nkampani yenza izinhlobo eziningana zemisebenzi futhi ekugcineni yaqala ukukhetha i-CRM. Njengoba inkampani yayiseMoscow, ngaphandle kokucabanga kabili, bathenga i-CRM esekelwe kulokho okucatshangelwayo "igama lasekhaya." Ozakwethu bomthengisi benze isethulo esihle futhi bathengisa ngamandla (baphethe isivumelwano sokuqashisa ngaphansi kwemodeli ye-SaaS) izihlalo ezingama-27. Kwasheshe kwacaca ukuthi i-CRM yayingalulungele uhlobo lomsebenzi; ngaphezu kwalokho, “yayikhubazekile” kuklayenti le-imeyili, futhi enkampanini lokhu kwakubaluleke kakhulu. Ngemva kwezinyanga eziyisithupha zokuhlushwa kanye nezikweletu ezinkulu zokulungiswa, isivumelwano sohlelo lwe-CRM sanqanyulwa. Isizathu silula: inkampani ayizange ibeke imigomo, futhi umlingani womthengisi akazange acabange ngisho nokubuza mayelana nabo - kungani, lapho ungakwazi ukuvala isivumelwano?
Othile udinga i-CRM ukuze abonise
Ngaphezu kweminyaka eyi-12 yokuqaliswa Sibonile ukuthi akuvamile ukwenzeka ukuthi ithimba lonke lilungele ukwamukela uhlelo lwe-CRM futhi lifake isandla ekuqaliseni okushesha kakhulu kokusebenza. Lena indaba engelona iqiniso. Ngokuvamile, ukuqaliswa kwesistimu ye-CRM kubekwe ngenhla: isiqondiso sikhishwa, ukufakwa kwenziwa, ukuqeqeshwa kwenziwa (okungcono kakhulu!), Futhi umsebenzi uqala. Konke. Akekho owabuzwa, izicelo zomuntu azizange zicatshangelwe, abamukela kuqala akusetshenziswanga, futhi kamuva iningi lashaywa indiva.
Esimweni esinjalo, ukuqaliswa kungase kube yimpumelelo ngenxa yokuhlangenwe nakho kwabaphathi abaphezulu kanye nemizamo yomthengisi, kodwa ukwamukelwa kwesistimu kanye nokuqala komsebenzi wayo wokukhiqiza kuhlehliswa unomphela, ngoba imibuzo, iziteleka ezithule ngisho nokuduka okuqondile kuyaqala. . Abasebenzi abakulungele ngokwengqondo ukwamukela ukuqanjwa kabusha; besaba ukulawula nokuqinisa izikulufu enkampanini. Kungani? Ngoba uhlelo lwe-CRM lwenzelwe umbukiso, hhayi umsebenzi - ngokwesibonelo, ukuze i-CIO noma i-CTO ithole amabhonasi wonyaka wokuzenzakalela. Lena indawo yokusebenzela yebhizinisi.
Yini okufanele ngiyenze? Yiqiniso, eqinisweni lenkampani, iziqondiso ezivela phezulu aziyona into entsha, futhi ngezinye izikhathi akusizi ngisho nokugwema izinqumo ezinjalo. Kodwa esimweni sokusebenzisa isofthiwe ezosetshenziswa wonke umuntu, isimo sihlukile: uma abasebenzi bengayisekeli iphrojekthi, bazokwenza, uma behluleka, baqinisekise ukuthi bayayixaka. Ngakho-ke, ukuqaliswa kufanele kube yisinqumo esihlangene: ngokulungiswa, ingxoxo, ukuqoqwa kwezidingo kanye nokuqeqeshwa kwesinyathelo ngesinyathelo sekhwalithi ephezulu. Lokhu akuzishiyi ngaphandle izinkinga zokwamukela uhlelo olusha, kodwa umnyango ngamunye uzoba nokuqonda ukuthi ubani ozolusebenzisa futhi kanjani .
Isibonelo esivela ekuphileni. I-CIO yenkampani encane kodwa ecebile yanquma ukuthi kwakudingeka uhlelo lwe-CRM. Okokuqala waya ku-SAP, ngakho-ke ayizange isebenze futhi wathola i-CRM ebiza kakhulu futhi ngaleso sikhathi engaziwa kancane eyaziwayo ngaphandle kwehhovisi elimele eRussia. Laba bafana bavela eCanada, banikeza izipho eziphezulu (amagajethi angakaze azwakale ngo-2010), futhi basebenzise i-CRM ene... isixhumi esibonakalayo solimi lwesiNgisi phakathi nonyaka. Konke kuzolunga, kodwa isilinganiso seminyaka yabasebenzisi sasineminyaka engu-38 ubudala, futhi laba besifazane abaneshwa abadayisi, ongoti bamadokhumenti, ochwepheshe bamadokhumenti kanye nabasebenzi abasekelayo babazi kuphela okuthi “Made in China” kusuka kusichazamazwi sesiNgisi. Ukusetshenziswa kwe-CRM kufakwe ku-KPI. Wonke umuntu waqala ukulahlekelwa yi-premium ngoba ukuqeqeshwa bekuhlelekile kakhulu "khomba lapha, khomba lapho, dala isicelo." I-CRM ishiywe, abasebenzi bathukuthele. Ngemuva komunye unyaka wokuxoshwa kanye nokuxoshwa, isevisi yezokuphepha yaqala uphenyo lwangaphakathi, i-CIO yaxoshwa ngaphandle kwe "parachute yegolide", kodwa ngokukhahlela - amaqiniso okukhahlela adalulwe. Phela, i-CRM ayizange isetshenziswe kuleyo nkampani; wonke umuntu wasebenzisa enye isistimu efana ne-CRM ngokungacacile. Inkampani ayikwazanga ukumelana nokuthathwa.
Ukuntula ulwazi nokuqeqeshwa
Ngisho nabasebenzisi abathuthukile bangase bamangale lapho bebona isixhumi esibonakalayo esisha okokuqala ngqa. Singathini ngabasebenzisi abanesikhathi sokuzivumelanisa sekwephuzile - isibonelo, umthengisi wasebenzisa i-1C ukukhiqiza ama-invoyisi futhi wayengakaze abone enye isofthiwe, futhi kungazelelwe kwavela isikhombimsebenzisi esisha phambi kwakhe, ngezinye izikhathi sihluke ngokuphelele ku-1C. I-banal psychology iqala ukusebenza - ukumelana okusebenzayo nakho konke okusha. Ngaphansi kwalezi zimo, into embi kakhulu ongayenza ukushiya ukuqeqeshwa komthengisi noma ukuguqule kube inkulumo esemthethweni. Isisebenzi esingaqeqeshiwe, esiyekwa ukuze sizenzele esakhe amandla noma ukuze sisize ngohlelo, cishe siyowuyeka lo msebenzi oyinhlekelele futhi sibuyele ku-1C noma ku-Excel. Umane ujwayelene futhi ukhululekile kuzo. I-CRM izolahlekelwa yonke incazelo.
Yini okufanele ngiyenze? mayelana nendlela yokuqalisa uhlelo lwe-CRM ngokuqeqeshwa okuhle, kodwa ake siphinde futhi imithetho eyisisekelo, elula exazulula izinkinga eziningi zokujwayela kwabasebenzi kusofthiwe entsha (hhayi ohlelweni lwe-CRM kuphela).
- Cela zonke izinto zokuqeqesha kumthengisi: amavidiyo, imibhalo, imiyalelo, imithethonqubo. Uma yonke into ihlelekile nomthengisi, zonke izinto zokwakha zitholakala mahhala futhi nangaphambi kokuqaliswa: ngokwesibonelo, imibhalo yethu ingalandwa esigabeni sokulanda senguqulo yedemo, futhi abafundi balesi sihloko bangalanda kalula. , futhi - sithwebule imiyalo "ezindaweni" eziyinkimbinkimbi nezibaluleke kakhulu ze-RegionSoft CRM 7.0, njenge-KPI, ukubalwa kwemali, ukufakwa. Konke ukufinyelela okuvulekile, njengoba kunjalo nezindatshana zethu ezingama-78.
- Ungadlali ekuqeqesheni. Umthengisi, uma esenesikhathi eside emakethe futhi engakulimazi kumlingani othile ongenzi izinto ezibalulekile, wazi kahle ukuthi yini okufanele uyinake kuqala, ukuthi yimiphi imisebenzi edala izinkinga ezinkulu, ngakho-ke uzokuqeqesha. ngokomsebenzi. Ungesabi ukuthi umthengisi uzokwelula ukuqeqeshwa ukuze akhokhise ngaphezulu ngehora - siyasazisa isikhathi sethu, futhi ngokuvamile kubiza kakhulu kunehora lokuqeqesha :)
- Yakha ubuchwepheshe bangaphakathi. Ngesikhathi sokusebenza kohlelo lwe-CRM, kuzovela imibuzo, abasebenzisi abasha, izidingo ezintsha - kanye nomsebenzi owazi uhlelo lwe-CRM ngaphakathi nangaphandle bazokwazi ukuxazulula inkinga ngokushesha nangekhono.
- Ungakhohlwa mayelana nokwesekwa kobuchwepheshe bomthengisi - futhi okungcono kuze kube yilapho yonke into isihambile. Yebo, ukwesekwa kobuchwepheshe okubalulekile kuyakhokhelwa, kodwa ngonyaka wokuqala lokhu futhi kuyinkokhelo yomsebenzi wakho osheshayo nokhiqizayo. Nokho, qaphela: abanye abathengisi banephakheji ye-TP efakwe entengo yokuqasha isofthiwe, futhi ungase ungazi ngisho ngayo - funda inkontileka!
Uhlelo lwe-CRM alusebenzi nje
Cha, ngaphansi kwanoma yiziphi izimo ucabange ukuthi uzothenga i-CRM futhi ngeke iqale ngokuzumayo. Lokhu akwenzeki nabathengisi abakhulu. Kunezinto ezine ezibalulekile ezingenzeka lapha.
- I-inthanethi endaweni okuyo ayisheshi. Isibonelo, isivinini sokuxhuma ku-inthanethi sisethwe siphansi kakhulu, esingavumeli iklayenti ukushintshanisa idatha neseva. Enye inketho i-ping ende esikhungweni sedatha esimweni sesicelo sewebhu uma umthengisi ekhethe ukusingathwa ngokwezimiso ezicacile kuye.
- Izinkinga nge-DBMS. Isizindalwazi siyinhliziyo nobuchopho bohlelo lwe-CRM, ngakho izidingo eziqinile kufanele zibekwe emandleni alo. Into engathandeki kakhulu lapho, ngesikhathi sokuqaliswa kwesistimu ye-CRM, uthola ukuthi udinga ngaphezu kwalokho ukhokhele i-DBMS, ngoba umthamo oyisisekelo akwanele izidingo zakho. Esinye isibonelo: umthengisi ukwenzela umbukiso, konke kuyandiza, kodwa ngemva kokuqala kokusebenza uhlelo luqala ukwehlisa kakhulu, ngoba... uboniswe isofthiwe kusisekelo sedemo esilungiselelwe kanye nezingxenyekazi zekhompuyutha ezithuthukisiwe, futhi hhayi ezimweni zangempela zokulwa.
- Isidingo sokuthenga enye into: iklayenti le-imeyili, isevisi yohlu lwamakheli, i-DBMS efanayo, ama-plugin kanye nezengezo zokuxazulula imisebenzi ebonakala iyisisekelo kakhulu. Awukutholi ukusebenza okudingayo ohlelweni lwakho lwe-CRM futhi uyaphoqeleka ukuthi uthole imali eyengeziwe ukuze uqale ukuyisebenzisa ngokugcwele.
- Ukwehluleka kwesistimu ye-CRM ukuhlangabezana nezidingo zenkampani kungokugcina ohlwini, kodwa icala elinzima kakhulu nelivamile. Inkampani ikhetha isistimu ye-CRM ngokusekelwe kweminye yemibandela yayo, iyalifaka/ilusebenzise, futhi ekugcineni ithole isistimu engenawo amandla adingekayo: isibonelo, ukuhlela, i-KPI, ukuphathwa kwempahla, njll. Yiqiniso, kulula kakhulu ukuyisebenzisa.
Ngokuvamile, kunzima ukucabanga ngohlelo lwe-CRM olusebenza ncamashi njengoba abanye bekhangisa. Izithembiso zethu esizikhonzile phakathi kokunye ziwukusetha ngehora, ziqala ngemizuzu eyi-15, mahhala ngaphandle kwemingcele, ukuqaliswa ngezinsuku ezintathu/isigamu sehora/ihora/imizuzu eyi-15, ukuqaliswa ngaphandle kokuqeqeshwa kanye nefaneli yokuthengisa “eqondisa iklayenti ngokwalo.” Ukukhangisa okunjalo, okungahlangene neqiniso, kuholela ezinkampanini ezibheka uhlelo lwe-CRM njengento engadingekile noma ukulunikeza ezinye izinto ezicishe zibe imilingo, bese zidumala.
Yini okufanele ngiyenze? Mangaza umthengisi - mbuze mayelana nemininingwane yobuchwepheshe yesistimu ye-CRM. Ungesabi ukubonakala ungenalwazi noma udide iklayenti lakho le-imeyili neseva yakho ye-imeyili. Akudingekile ukuthi uqonde le mininingwane (ngaphandle uma, kunjalo, une-CIO noma i-CTO - lokhu akuvamile emabhizinisini amancane naphakathi), kodwa umthengisi unesibopho sokukutshela futhi achaze wonke ama-nuances obuchwepheshe: hlobo luni ye-DBMS nokuthi kubiza malini, yimuphi umthwalo ongamelana nawo; yiziphi izidingo zesistimu ye-CRM? ingabe kukhona iklayenti le-imeyili elakhelwe ngaphakathi kanye nomhleli wenqubo yebhizinisi; Zihamba kanjani izinto ngocingo nokunye?
Izibonelo ezivela ekuphileni. Indaba 1. Inkampani ithenge uhlelo lwe-CRM (oluqashwe ngaphansi kwemodeli ye-SaaS), i-CRM ngokwayo yayisekelwe ku-Oracle DBMS, izindleko zayo zafakwa ezindlekweni zesistimu. Ekuqaleni, iziphazamiso zaqala - umthengisi wahambisa izisekelo zakhe esikhungweni sedatha eSamara, njengoba kwakushibhile lapho, kodwa umhlinzeki wavela ukuthi uhlukile ekuhambisaneni ne-SLA. Khona-ke amakhasimende anikezwa ukuthi akhokhele ukusebenzisa i-Oracle noma athenge izinguqulo endaweni futhi azihambise ekhaya. Akudingeki ukusho mayelana nesikali sokubhalisa kwababhalisile kule CRM.
Indaba yesi-2. Le nkampani iqasha ihhovisi esikhungweni sebhizinisi emaphethelweni e-St. Petersburg, iqhuba ukuthengisa okuyinkimbinkimbi nge-warehouse kanye nokuthunyelwa kuyo yonke i-CIS kumatafula amakhulu e-Excel. Abakwazi ukusebenzisa cishe noma iyiphi i-CRM yamafu, ngoba... I-BC ilawula ukunikezwa kwezinsizakalo ze-inthanethi, futhi kufanele ubekezelele isivinini sokudayela noma uthenge imodemu ye-USB futhi uthembele ekufakweni komsebenzisi okungekuhle kakhulu. Okuwukuphela kwendlela yokuphuma kubo . Kodwa-ke, kungcono ukuthi ungayeki ukuqasha esikhungweni sebhizinisi esijwayelekile, ngoba ngaphandle kwe-Intanethi, amandla edeskithophu nawo anomkhawulo (isibonelo, awukwazi ukusebenzisa iklayenti le-imeyili, i-IP telephony, njll.).
Ukusondela ku-CRM kuphela njengesixazululo sobuchwepheshe
Isici sokuqala sale ndlela ukulindela ukuthi isofthiwe efakiwe izosebenza isimangaliso, yenze ukuthengisa futhi ilethe inzuzo. Uhlelo ngokwalo ngeke luxazulule lutho; luklanyelwe ukuba lube yithuluzi lohlelo oluyinkimbinkimbi lwezinqubo zebhizinisi kanye namasu obudlelwano bamakhasimende. Uma kuqhathaniswa, uma abantu bakho abathengisayo bechitha usuku lonke ku-Facebook noma ku-Ozon, umdayisi udweba okunye ukuhlaziya okusemthethweni kwe-SWOT futhi abambe umhlangano wekhulu ngenyanga, futhi umnyango wesevisi uthumela amakhasimende ukuthi alinde isixazululo isonto noma amabili, I-CRM ngokwayo ayikwazi ukwenza noma yini izokwazi, kodwa ngokuphambene, izoba yimpahla engadingekile kanye nokutshalwa kwezimali okungafanelekile. Ngoba yebo, kuwuhlelo nje: igobolondo, ingqikithi, isikhombimsebenzisi. Futhi uma ungazitholi izindlela zokuthuthukisa umsebenzi wabasebenzi kulolu hlelo, luzohlala lungasebenzi.
Isistimu ye-CRM empeleni iyisofthiwe yohlelo lokusebenza. Futhi iqhawe likaFonvizin elithi "Minor" lizobe lilungile kuleli cala uma lithi njengoba lisetshenzisiwe, kusho ukuthi lidinga ukufakwa kokuthile. Okungukuthi, ukufaka isandla emizamweni yonke yebhizinisi yokuthuthukisa ukuthengisa kanye nenkonzo yamakhasimende. Ukunikeza esinye isibonelo, i-CRM iyisisusa sokusheshisa ukusabela okuyinkimbinkimbi nokusebenzisana ngaphakathi kwebhizinisi.
Isici sesibili sendlela yobuchwepheshe ukususa udaba lokusebenzisa uhlelo lwe-CRM (kusuka ekukhetheni kuya ekuqaleni kokusebenza) lulufake emahlombe omnyango we-IT noma umlawuli wesistimu. Lokhu kugcwele iqiniso lokuthi uzothola uhlelo oluyinkimbinkimbi kakhulu olunezilungiselelo ezifanele, ezizophinde zingasebenzi ngoba azihlangabezani nezidingo zesevisi yezohwebo, abadayisi, ukusekela, izinto zokusebenza - okungukuthi, abasebenzisi abakhulu.
Yini okufanele ngiyenze? Njengoba sesishilo, yenza ukuqaliswa kube yinqubo ehlangene, dala iqembu elisebenzayo futhi ufundise abasebenzi ukuthi basebenze ngokunenzuzo ngohlelo olukhethiwe lwe-CRM. Ngendlela, uchwepheshe wangaphakathi esikhulume ngaye ngenhla kufanele futhi avela kumaqembu abasebenzisi abasebenzayo, hhayi phakathi kwabasebenzi bomnyango we-IT. Ngale ndlela, ungaphinda ugweme ingcindezi evela kochwepheshe be-IT kubasebenzisi kanye nomuzwa wokungakwazi ukufunda nokubhala phakathi kwabasebenzisi, okuvamise ukwehlisa amandla. “Khona-ke, kuthiwani ngerejista? Ihlanzwe? Kungani kungenjalo? Yebo, nge-cmd ne-regedit. Yebo, ingane iyakwazi lokhu!” - uma i-athikili ifundwa abantu abakude nokuphatha, bajwayele ngokucacile ukugoqa kulawa magama kuma-PC okuqala angaqondakali. Ngincoma ukuthi ngiphendule: “Ibhonasi? Awazi yini ukwakheka kweholo kanye neholo eligciniwe ekupheleni kwekota? I-EBITDA ne-EBIT azikabalwa, ngakho-ke silinde amanani abalwe ngokuya nge-RAS. "
Isibonelo esivela ekuphileni. Hhayi nge-CRM, kodwa eduze kakhulu. Inkampani inqume ukushiya i-CRM, kodwa iphrofayili yomsebenzi idinga inani elikhulu lolwazi, elaqoqwa ngendlela yamarekhodi "uhlobo lokukhokha" oluzibhalele lona. Njengoba kudingekile, umsebenzi wesevisi ye-IT wenze ukulanda - udale umbiko, lowo umsebenzi onokufinyelela “wasonta” kuze kube yimanje nge-GUI yakudala emigqeni emithathu. Ngemibiko ekhethekile, ukucaciswa okufushane kobuchwepheshe nama-oda adalwe ngefomethi "yedethi - idatha - slice". Abasebenzisi ngokwabo basebenzise amafayela alayishiwe e-csv njengoba bebewadinga. Kodwa ukuguqulwa kwabaphathi kwaholela eqinisweni lokuthi umthwalo wokunquma ukuthi kungenzeka yini imibiko awuwelanga kumqondisi wezohwebo, kodwa enkonzweni ye-IT. Abafana abazange baqonde izinqubo zebhizinisi, uhlelo olusebenza kahle lwawa, futhi abasebenzisi bebhizinisi baqala ukuchitha u-50% wesikhathi sabo sokusebenza ekucacisweni kwezobuchwepheshe "okunesisindo" esifanelekile esingakhanga abagunyazi be-IT. Futhi labo abavumelanayo ngokudelela bafuna amagama anembayo futhi, ngokwesibonelo, umugqa othi “ukuthengisa nezinkokhelo zikaMashi 2017"yavela"amanani angewona aziro wenkundla yokuthengisa nokuba khona kwepharamitha yokukhokha yesikhathi 00:00:01 01.03.2017/23/59 - 59:31.03.2017:XNUMX XNUMX/XNUMX/XNUMX, okuhlanganisa amanani asuka kuthebula_lokukhokha isikhathi eside" Umphumela: abathengisi bachitha isikhathi ngokudweba imininingwane yobuchwepheshe, ochwepheshe be-IT bahleka imizamo yabo nomphumela futhi bagoqa imininingwane yobuchwepheshe ukuze kubuyekezwe, izinsuku eziwumnqamulajuqu zokulayisha idatha nokulungiselela imibiko enwetshiwe amasonto. Lawa amafomu ayinqaba angathathwa ubuchwepheshe obuphelele enkampanini :)
Azikho izinqubo zebhizinisi, kunesiphithiphithi sebhizinisi
Lesi yisizathu esiphezulu sokwehluleka ekusebenziseni uhlelo lwe-CRM. Kulula: uma ungenawo umbono wezinqubo zebhizinisi ezilula enkampanini yakho, awunalo isu le-CRM. Yiqiniso, ekugcineni i-99% yezinkampani inomgomo wokukhiqiza imali, kodwa lo mgomo awukwazi nganoma iyiphi indlela ukuba umgomo wenqubo yebhizinisi kanye nokuqaliswa kwe-CRM. Lona umphumela wokufeza imigomo ethile ehambisana nenkampani: ukukhulisa umjikelezo wempilo yekhasimende, ukwandisa inani lokuthengisa, ukukhulisa isikweletu esimaphakathi, ukwandisa isabelo semakethe, njll. Futhi ngezinhloso ezinjalo, okungukuthi, isu lokuphatha ubudlelwano bekhasimende (CRM), isoftware kufanele yenziwe ngendlela efanele - isistimu yakho ye-CRM. Uma ungazi ukuthi isu lakho liyini futhi ungaziqondi izinqubo, ukuqaliswa kungase kuphenduke umchilo wesabelomali. Kodwa uma kunombono noma usulungele ukubuyekeza nokwandisa izinqubo zebhizinisi, i-CRM izonikeza inkampani ukumelana nezinselele zangaphandle, ngoba uzoba nesisekelo esiqinile sesisekelo samakhasimende esiphezulu, izibalo kanye nesimiso esizenzakalelayo.
Yini okufanele ngiyenze? Ukuhlelwa kabusha kwenqubo yebhizinisi yilapho ukuqaliswa kufanele kuqale khona. Sikutshele ukuthi ungakwenza kanjani lokhu esihlokweni sethu futhi mayelana . Uma kunezinkinga, faka umthengisi noma okungenani umeluleki omuhle kulo msebenzi (akumele udideke nabaqeqeshi kanye ne-infogypsies!). Kodwa nginesiqiniseko sokuthi indlela engcono kakhulu yenkampani ukuqonda ngokuzimela izinqubo zebhizinisi, ukudweba imidwebo, ukwabela izigaba, umnqamulajuqu kanye nezibopho, ukususa zonke izinto ezingadingekile bese ufunda kumthengisi ukuthi uzenza kanjani ngokuzenzakalelayo ku-interface yekhethiwe. Uhlelo lwe-CRM. Ngendlela, lokhu kungenziwa ngemva kokuba uhlelo luqale ukusebenza - ngaphezu kwalokho, ngezindlela eziningi lungcono nakakhulu.
Nokho, omunye umthetho ongaguquki: uma inqubo yebhizinisi isishintshile, yenza izinguquko ngokushesha ohlelweni lwe-CRM.
CRM enkampanini enezinqubo zebhizinisi ezingathuthukisiwe. Akukhona yini okungajwayelekile?
Ukuqaliswa kwe-Patchwork yohlelo lwe-CRM: kuzokwenza!
Ukuqaliswa kwe-Patchwork yesistimu ye-CRM elinye iphutha elikhulu. Kungathatha izinhlobo eziningi - ake sibheke ezinye izibonelo nabahlanganyeli abahlukene.
- Usebenzise uhlelo lwe-CRM futhi udinga ukuthuthukiswa okuthile (isibonelo, imibiko ekhethekile, ukumiswa kwesibali senkambiso ngaphakathi kwe-RegionSoft CRM, njll.), kodwa ngesizathu esithile unquma ukungamkhokheli umdayisi futhi ungazixazululi lezi zinkinga ngokwakho. Ngakho-ke, inkampani iphucwa ithuba lokusebenza njengoba kudingeka noma ibheka amathuluzi engeziwe, ikhokha ngokweqile isoftware eyengeziwe.
- Uthenge uhlelo lwe-CRM, kodwa wanquma ukungabhekani nezilungiselelo, futhi usebenza ngamaholo amancane, isibonelo, ukufaka idatha yekhasimende kuphela. Ngesikhathi esifanayo, unocingo, i-imeyili, imibiko, izinqubo zebhizinisi, abahleli, kodwa awusebenzisi noma yikuphi kwalokhu, ukhetha ukusebenzisa izinhlelo zokusebenza ezindala. Ngakho-ke, usebenza ngamabomu nesisekelo samakhasimende esihlukene kanye nokusebenza okungasebenzi kohlelo lwe-CRM. Hhayi-ke, kufana nokuthenga i-iPhone 10 bese ubheka isikhathi kuyo, kodwa ukushaya izingcingo nokuthumela imiyalezo kuNokia 3310.
Lezi izimo ezimbili ezivame kakhulu; ngokwemvelo, kukhona ezinye: ukungabaza ukudlulisa idatha, ukusetshenziswa okungavamile, ukufakwa kwezingxenye zolwazi, njll. Ngaphezu kwalokho, lokhu kuziphatha akuxhomekile ekululameni kwesistimu, isikhombimsebenzisi sayo, isivinini sokusebenza kanye neminye imingcele - isici somuntu sinqoba lapha.
Kuyenzeka futhi: uhlelo lwe-CRM luqala ukuma ngenxa yokufuna ukuphelela. Uhlelo alusetshenziswa kuze kube yilapho abasebenzisi sebelungise futhi bafunda yonke imisebenzi; ukusebenza nohlelo kuhlehliswa isikhathi eside. Lesi simo sigcwele iqiniso lokuthi umsebenzi awusoze waqala, ngoba kunzima ukwakha uhlelo olufanele lwe-CRM ngaphandle kokuqala ukusebenza ngokugcwele kulo futhi ngaphandle kokuqonda izici ezimweni zangempela. Imikhuba emihle iza kuphela ngolwazi lomsebenzisi.
Yini okufanele ngiyenze? Ikhambi elingcono kakhulu lokusetshenziswa kwe-patchy ukuqaliswa okuqhubekayo nokuqhubekayo: izilungiselelo eziyinkimbinkimbi (isibonelo, ukuhlanganiswa ne-PBX ebonakalayo, ukumodela inqubo yebhizinisi) kufanele kwenziwe ngokuhambisana nokuqala kokusebenza, ukufaka idatha nokugcwalisa uhlelo lwe-CRM nezinhlangano ezisebenzayo. . Lokhu, okokuqala, kuzokuvumela ukuthi ubone umphumela wangaphambi kwesikhathi, okwesibili, kuzofinyeza isikhathi sokubuyisela, futhi okwesithathu, kuzokwenza lula umbono wesistimu ye-CRM ngabasebenzi, njengoba izinguquko zizoba kancane kancane futhi ngeke kudingeke phatha wonke amamojula nemisebenzi ngesikhathi esisodwa. Ngesikhathi esifanayo, i-CRM akufanele ibe yingcweti kuphela "phezulu"; udinga ukusebenzisa ukusebenza okuphezulu futhi uthole uhlelo lokusebenza kuwo wonke amamojula. Uma uthi nhlá, amanye amathuba angase abonakale engafaneleki, kodwa ngendlela enemininingwane eminingi kuba sobala ukuthi i-automation yebhizinisi inezici eziningi futhi uma iphelele, iphumelela kakhulu.
- kuyoba usizo kuwe kunoma yikuphi.
.I-RegionSoft CRM enamandla ngokukhiqiza, indawo yokugcina impahla, i-KPI, abahleli kanye nezinqubo zebhizinisi ezilula - .
Uthengiwe wakhohlwa
I-CRM ithengwe nje (iqashwe kaningi), kodwa ayizange isetshenziswe. Lena indaba evamile: abaningi bethu banokubhalisele okukhokhelwayo esingakusebenzisi; izinkampani zinesizindalwazi esikhokhelwa njalo kodwa esingalungiselelwe noma esimane nje singasebenzi kahle, i-Yandex.Direct, ibhulogi ku-Habré, njll. Izikweletu ziyakhokhwa, kodwa isevisi ayisetshenziswa. Kwenzeka okufanayo ngohlelo lwe-CRM - luyakhokhelwa, futhi kulungile, sesizoqala, sekuzoba nomhlangano futhi sizosabalalisa izibopho, mayelana nakho ... Ngokuyinhloko, lolu uhlobo lokuhlehlisa isikali senkampani.
Yini okufanele ngiyenze? Okokuqala, thola ukuthi kungani lokhu kwenzeka: ingabe uhlelo lwe-CRM alunankinga, luhamba kancane, alunikezi amakhono adingekayo? Futhi vele ulwe ngokuqondile nalezi zizathu, bese uthatha izinyathelo zokusebenzisa isofthiwe noma ukuyifaka esikhundleni esifanayo, kodwa isisombululo esifaneleka kakhudlwana.
Umhobholo we-fraer wonakala
Ukuxoxisana nomthengisi kuyindlela enhle yokubulala ukuqaliswa futhi ukhokhe kabili. Umthengisi uzovumelana nenani lakho futhi uzothuthukisa izinqubo zayo, okuzoholela nakanjani ekwehleni kwekhwalithi yokuqaliswa. Ake siveze imfihlo: kumabhizinisi amancane naphakathi nendawo, i-CRM ayibizi, futhi ukonga ama-ruble ayizinkulungwane eziyikhulu kungonakalisa ukuqaliswa okuhle.
Yini okufanele ngiyenze? Okokuqala, ungakhohliswa izithembiso zesistimu ye-CRM yamahhala kanye ne-CRM enesaphulelo esingu-70%. Lesi yisizathu sokuqala esenza kube nesifiso sokulondoloza imali - kungani ukhokha uma kumahhala?! Kubalulekile ukuqonda ukuthi uhlelo lwe-CRM aluhlali lubiza kakhulu njengoba kubhalwe ohlwini lwamanani, . Ngokukhokhela ukuqaliswa kwesistimu ye-CRM, utshala imali ebhizinisini lakho kanye nokuthuthukiswa kwekhwalithi yalo. Lokhu, kanye nokuphepha kwenkampani (okuyinto, ngendlela, ehlanganisa uhlelo lwe-CRM), akufaneleki ukonga.
I-CRM ingeyokuthengisa kuphela!
Ukugxila ku-CRM kuphela ekuthengiseni okuzenzakalelayo nokusebenzisa isistimu njengohlu lwezinto okufanele zenziwe kanye nohlu lwezingcingo elinye iphutha elivamile. Futhi imakethe inecala layo, lapho yonke into ibizwa ngokuthi i-CRM: kusukela ku-notebook kagesi kuya cishe ku-ERP. Ngaphambilini, kube nokuhlukaniswa kwe-SFA ne-CRM, futhi lokhu kwakamuva kwanikezwa indima efanele yethuluzi lomhlaba wonke lokuzenzakalela zonke izinqubo zebhizinisi ezihlobene namakhasimende, hhayi nje ukuthengisa.
Uma i-CRM isetshenziswa ngokukhethekile njengefaneli yokuthengisa + indlela yokugcina isisekelo samakhasimende, izoba kanje: umsebenzi ubonakala ukhula futhi ngisho nemali engenayo iyakhula, kodwa ukukhula kubanzi. Futhi uma unaka ikhwalithi yezenzo zabasebenzi futhi uhlolisisa izinqubo zebhizinisi, ukukhula kuzobambezeleka, kodwa kukhulu. Ngendlela, inketho engcono kakhulu ukuhlanganisa ukusetshenziswa okubanzi kwesistimu nokwandisa amandla ayo kanye nokufeza inqubekelaphambili (ukuqaliswa okufanayo kancane kancane esibhale ngakho ngenhla).
Yini okufanele ngiyenze? Sebenzisa uhlelo lwe-CRM ngokugcwele, hhayi nje ukuthengisa. Isibonelo, enkampanini yethu sisebenzisa ukuthengisa, ukumaketha, ukukhangisa, ukwesekwa kwezobuchwepheshe kanye, yebo, izinjongo zokuthuthukisa. Amakhasimende ethu ayisebenzisa njengohlelo lwe-warehouse kanye nohlelo lokuphathwa kwempahla nokukhiqiza, njll. Njengoba amamojula ahambisanayo enikeziwe, kungani kungenjalo? Empeleni, ambalwa kakhulu ama-CRM ahlanzekile asele emakethe, ngakho-ke sebenzisa wonke amathuba anikezwe wona futhi uzosheshe ujwayele ukukhiqiza okuphezulu kweqembu elizenzakalelayo.
Angizikhethelanga mina, kodwa ngelulekwa
Ukukhetha i-CRM esekelwe kwezinye izindlela ezixakile kuyindlela eyinhlekelele yokucekela phansi. Ukukhetha i-CRM "ngengqondo yomunye umuntu" kufana kakhulu nenqubo yokukopela esikoleni: kubonakala sengathi uyiklebhule ngokungacabangi, kodwa ayikho inzuzo, ukulimala okumsulwa. Ngiyavuma, kuwubuwula kubantu abadala ukwenza lokhu, ikakhulukazi ngendlela ebaluleke kakhulu futhi, eqinisweni, ebaluleke kakhulu - ebhizinisini lakho noma emsebenzini wakho.
Kokuthunyelwe kwangaphambilini, inkomba igqame kumazwana mayelana nokuthi inkampani ethile ifinyelela kanjani ekukhethweni kwe-CRM. Umsebenzisi we-Habr onokuphikelela okunomona wasihlasela ngombuzo wokuthi ukuphi ukuqhathanisa kwethu nezimbangi zethu, kungani lokhu kukhangisa Angikalungeli ukukhipha ifayela elinjalo. Sizwakalise ukuma kwethu saze sahlela nokuthunyelwe okuthukuthele okuhlukile ngalesi sihloko, kodwa okwamanje sehlise umoya futhi sizobeka amaphuzu okuqala okuyiphutha kakhulu ekukhetheni isistimu ye-CRM.
- Izilinganiso, iziqongo, izinhlu ziyi-bullshit ephelele, ngoba yonke into ekuzo ingaphansi, ukubuyekezwa kuvame ukungelona iqiniso, futhi izindawo eziphezulu zithengwa ngempumelelo.
- Imibiko yokuhlaziya iziqongo ezinhle zochwepheshe (Gartner, Forrester), kodwa azivamile ukuqukatha amasistimu e-CRM afanele intengo nokusebenza kwamabhizinisi amancane naphakathi nendawo aseRussia.
- Umbono womunye umuntu ezinkundleni zokuxhumana cishe awudingi ukuphawula, kodwa sikwazile . Uma uvilapha kakhulu ukulandela isixhumanisi, khona-ke ngamafuphi: ingabe usakholelwa ebuningini bemibono ezinkundleni zokuxhumana?
- Ukuma kwesincintisana naye okuhlongozwe umthengisi kuwumthombo ongathembekile. Yebo, ekubukeni kokuqala uzothola ukuqhathanisa okuthembekile ngaphandle kokululaza nokuziphakamisa, kodwa ekukhangiseni komthengisi ngezinye izikhathi uthola abafana abahlakaniphile futhi bayazi ukuthi bangakwethula kanjani "ucwaningo" olunjalo ngesitayela sokuthi "wonke umuntu uyalingana, kodwa siyalingana. ngokulinganayo.”
Yini okufanele ngiyenze? Qondwa yizidingo zenkampani yakho zesistimu ye-CRM, zikhethele wena, izinguqulo zedemo yokuhlola, ungakhohliswa izithembiso zokukhangisa nomkhiqizo, naka ubungcweti bomthengisi. Ngokuvamile, yenza izinqumo ezibalulekile zebhizinisi ngekhanda lakho elihlakaniphile, elipholile nelipholile.
Ekupheleni kwalokhu okuthunyelwe, mina nawe sehlulekile ukuqaliswa izikhathi eziyishumi, futhi akukakaxoxwa ukuthi isizathu se-fiasco ivame ukunganaki kwabaphathi nabaphathi abaphezulu, inkohlakalo yezinhloko zeminyango, isimo sengqondo esisemthethweni sokungakhathaleli. umsebenzi, izingxabano zezinkampani zangaphakathi, ukunganaki komthengisi (kaningi - ozakwethu abaqasha noma kanjani, ngaphandle kokuhlola ubuchwepheshe babo) ngisho nesimo somnotho ezweni.
Ngakho-ke, njengoba kuyethusa kakhulu, mhlawumbe akufanele sikusebenzise? Vele akunjalo. Kunalokho, zihlomise emazinyweni ngolwazi futhi usebenzise ngendlela izimbangi zakho ezingakwazi ngayo. Ukuyibeka kalula nje, i-CRM kufanele ixazulule izinkinga ezimbili: ukwenza umsebenzi wabaphathi ube lula futhi uqinisekise ukucaca kwemisebenzi yokusebenza yabaphathi. Le misebenzi izuzisa bonke abasebenzi benhlangano; ibasiza ngokuqondile ukuthi balahle imikhuba yabo futhi baqale ukuhola okwengeziwe. Yebo, ukuqaliswa kwe-CRM akuyona "imizuzu engu-15", kuyinqubo ebuhlungu futhi ejulile, kodwa lokhu kunjalo lapho umdlalo ufanele ikhandlela.
Sine kuwo wonke ama-software obunikazi be-RegionSoft Developer Studio, okuhlanganisa i-Flagship RegionSoft CRM yethu kuzo zonke izinhlelo (i-CRM yamabhizinisi amancane naphakathi).
, lapho, ngaphandle kokukhangisa, singabhali izinto ezisemthethweni ngokuphelele mayelana ne-CRM nebhizinisi.
Source: www.habr.com