“Kubhaliwe nasocingweni, futhi kunezinkuni ngemuva kwayo,” mhlawumbe isisho esihle kakhulu esingachaza ukukhangisa kuyi-Internet. Ufunda into eyodwa, bese-ke uthola ukuthi ukufunde ngokungalungile, wakuqonda ngokungeyikho, futhi kwakukhona izinkanyezi ezimbili ekhoneni eliphezulu kwesokudla. Lona ukukhangisa okufanayo “ze” okwenza i-adblock ichume. Futhi ngisho nabakhangisi sebekhathele ukugeleza kokukhangisa ngama-innuendo nama-gimmick. "Senginakho okwanele!" kunquma umakethi wethu, okwathi iminyaka engu-11 wagxila ku-PR kanye nokumaketha ku-IT kusukela phansi kakhulu kwenqubo. Uqoqe konke ukukhangisa kwe-CRM kumakhukhi akhe futhi namuhla imakrofoni evulekile iya kuye - kanye nelungelo lokusho ukuthi yini ekukhangiseni kwamasistimu e-CRM, uzifunda kanjani zonke lezi zikhangiso futhi ungabanjwa kumanethiwekhi okuthengisa. Noma mhlawumbe uzifunele imibono ethile.
Disclaimer: Umbono wesisebenzi ungase uhambisane noma ungahambisani nombono wenkampani . Amagama ezinkampani afiphaziwe, zonke izikhangiso zingokoqobo.
Sawubona Habr!
Ukube la manethiwekhi bekungamaketha! Ngezinye izikhathi ziklanyelwe nje ukuthola ulwazi mayelana neklayenti (ukuhola) ngokuliyisa ekhasini lokufika. Futhi-ke ungakwazi uku-spud, ubambe ezinkundleni zokuxhumana, noma ungasabuyi (njengoba amanye amaqhawe okubuyekezwa kwethu enza). Ngaphambi kokungena kwalasha wezinhlelo zokukhangisa ze-CRM, ake sinqume ukuthi ubani onikeza lokhu kukhangisa nokuthi kuhloselwe bani.
Kungani ubona izikhangiso?
Usesha ku-Google noma ku-Yandex ukuze uthole okuthi “crm”, “buy crm”, “what is crm”, njll. Injini yokusesha imema zonke izinkampani ezinokukhangisa ku-Yandex.Direct noma ku-Google Ads (ex-AdWords) ukuthi zibambe iqhaza endalini yelungelo lokuboniswa wena. Ngokuya ngosayizi webhidi kanye ne-CTR yesikhangiso, phezulu nangaphansi kwekhasi uzothola izikhangiso ezivela kuma-CRM ahlukahlukene (noma okungajwayelekile kulabo abakwazile ukunikeza esinye isikhangiso saleli gama - umbono obiza kakhulu) futhi ungachofoza kukho. Uma wenza lokhu, uzofakwa ohlwini lokumaketha kabusha (lokubuyisela kabusha) lwenkampani yomkhangisi futhi manje bazokukhombisa wena nawo wonke umuntu osohlwini uhlobo lokukhangisa okwenziwe okomuntu siqu kumasayithi (kunethiwekhi yesibonisi). Uma ungachofozi (futhi uma uchofoza futhi), kusesekuseni kakhulu ukuthi ungajabula - injini yokusesha ikukhumbule futhi manje izikhangiso ezahlukahlukene zizokulandela kuwo wonke amasayithi. Hhayi-ke, okungukuthi, akuyona imfihlo ukuthi unentshisekelo ku-CRM, okusho ukuthi umdlalo usuqalile :)
https://*****.com/ru/?utm_source=yandex&utm_medium=cpc&utm_campaign=type1_search%7Ccid_40424975%7CEkshtein&utm_content=gid_3664236016%7Caid_6926784727%7C15614453365%7C&utm_term=crm%20внедрить&source=zen.yadnex.ru®ion=Нижний%20Новгород_47&device=mobilehttps://cloud*****.ru/?utm_source=yandex&utm_medium=cpc&utm_campaign=rsy&utm_content=8072165963&utm_term=битрикс%2024%20купить%20лицензию®ion=47®ion_name=Нижний%20Новгород.mobile.Нижний%20Новгород..none&block=none.0&yclid=5954618054675816680Laba bomaki be-UTM bazi konke ngawe futhi badlulisela isihlonzi sakho kunethiwekhi yokukhangisa. Phela, kukhona abasebenzisi abangachofozi isibhengezo futhi abangasisiki nge-adblock; babheka igama lenkampani esikhangisweni noma kusibhengezo bese beya kusayithi mathupha. I-paranoia enjalo iyize: isayithi lisazokukhumbula uma ungayifinyeleli ngesiphequluli esingaziwa noma i-VPN.
Kodwa akugcini lapho. Uma ubufuna i-CRM futhi ungene ngemvume kusuka kudivayisi efanayo kuya ku-Facebook noma amanye amanethiwekhi omphakathi, lindela ukukhangisa nalapho. Hhayi-ke, uma useshe i-"crm" ezinkundleni zokuxhumana, isibonelo, ukuze ubone ukuthi abantu babhale ini, yilokho - ugxile.
Ubani ongakhangisa?
Noma ubani onesizindalwazi esincane noma ikhasi lokufika esihlokweni esishiwo (kukhona okuhlukile lapho iwebhusayithi ingadingeki nhlobo, kodwa lokhu kuyindaba ekhethekile).
- Inkampani yomdayisi ingumthuthukisi wezinhlelo ze-CRM uqobo, ezifeza ngokuqondile (isibonelo, siyakhangisa. kahle). Ngeso eliqeqeshiwe, izikhangiso ezinjalo zingahlukaniswa esixukwini - zinombhalo ohlakaniphile nezithombe ezicatshangelwe kahle esibonisini, ngoba umthengisi ubheka ukubaluleka kwesithunzi sayo futhi akafaki engozini ukuthumela okuthile okungaphula umthetho. Imithetho ye-Yandex noma yoMthetho Federal "Ekukhangiseni". Nakuba kukhona okuhlukile "kokudala" phakathi kwabathengisi abasha. Isikhangiso siholela kuwebhusayithi esemthethweni noma ikhasi lokubikezela esizindeni esifanayo.
- Ozakwethu, abathengisi, abasabalalisi yizinkampani ezixhumene nabathengisi abazama ukuhumusha izinqubomgomo zabo (ezingasebenzi ngaso sonke isikhathi). Ukukhangisa kwabo “kuqinile” kakhulu; izingosi ngokuvamile zingamakhadi ebhizinisi noma amakhasi okufikela ekhasi elilodwa.
- Ukudluliselwa yizinkampani lapho i-CRM engewona umsebenzi wazo oyinhloko, kodwa uma ishisa, kungani ungatholi iphesenti nemali yokuqeqesha kanye "nokusebenzisa" (funda: ukusetha okulula). Okuvame ukutholakala ezinkundleni zokuxhumana, ukukhangisa kungaholela ekhasini lokufika, ingxoxo, ikhasi lenethiwekhi yokuxhumana nomphakathi, noma ifomu lokuhambisa idatha. Phakathi kokudluliswayo kukhona osomabhizinisi abanolwazi (kulungile, siku-Habré, ngokungagwegwesi, info-gypsies), sizobuyela kubo kamuva.
Lesi sikhangiso siqondiswe kubani?
Uma abakhangisi bekwazi lokhu... 🙂 Eqinisweni, vele, sonke siphupha ukuthi ukukhangisa kuzobukwa abenzi bezinqumo (ama-DM), abazobona isikhangiso, bahlabeke umxhwele futhi baxhumane, bashiye igama eliqondile (hhayi I-My Master) , i-imeyili eqondile (kodwa hhayi [i-imeyili ivikelwe]) kanye nenombolo yocingo eqondile. Sithembele kubo, kunjalo, kodwa siyaqonda ukuthi sigcina nabafundi abane-coursework (umfundi wake wasibhalela owayefuna ukuthatha imibhalo yethu kuHabr ayifake idiploma yakhe, kodwa ngesikhathi esifanayo esikhundleni segama elinye elidumile. CRM), abasebenzi abadinga ukuthola ukuthi iyini i-CRM nokuthi yini ebalindile (yize ngokwengxenye kuyibo ukuthi sibhalisa ku-Habré) kanye nalabo abafuna ukucacisa ukuthi iyini i-CRM.
Ngokusekelwe kulesi sibalo, ukukhangisa kufanele kube okunembile, okuthembekile, okuhambisana nesicelo futhi kuholele kusayithi elingathengisa. Ngakho-ke sizothola ukuthi kuyini nokuthi yini emi ngemuva kwayo.
Ungahlangana kuphi nokukhangisa kwamasistimu e-CRM?
- Kodwa usesho lusemiphumeleni yenjini yokusesha.
- Kumasayithi nasezinsizeni - kozakwethu wosesho bamanethiwekhi okusesha (isibonelo, i-Yandex.Zen, Isimo sezulu, i-Maps nanoma iyiphi enye isayithi exhunywe ezinjinini zokusesha).
- Kuzinhlelo zokusebenza zeselula.
- Ezinkundleni zokuxhumana (ukukhangisa kufakwa nama-akhawunti okukhangisa ezinkundla).
- Nokho, nakuba singakhulumi ngokuqukethwe, ngokuba ku-Habré, angikwazi ukungasho ezinye izinhlobo ezimbili zokukhangisa ezisebenza kahle - lokhu empeleni okuqukethwe kwekhwalithi ephezulu (ifomula ilula: 80% inzuzo, cha. ngaphezu kuka-20% PR) kanye nezibhengezo ezithengwa ngqo esizeni futhi zibekwe ngendlela eqinile.
Lolu ulwazi olujwayelekile, olufushane mayelana nokukhangisa okukulandelayo ku-inthanethi. Futhi manje sekuyisikhathi sokudlulela ezibonelweni ezithile futhi sizihlaziye ukuze siqonde ukuthi ngabe basithembisa kakhulu yini? Uma kungenjalo, uzothola inani lemali yakho nge-CRM yamahhala ngokuqeqeshwa kanye nencwadi yokufunda njengesipho, bese uqhubeke ukhokha.
Ingabe amabhulogi enkampani aku-Habré ayakhangisa?
Ngokuqinisekile yebo, lokhu ukukhangisa kanye ne-PR. Kodwa lolu hlobo lwephromoshini luthi luhluke emisebenzini yokukhangisa yakudala, lesi simo esibizwa ngokuthi yi-win-win situation. Ufunda izindatshana ezithakazelisayo neziwusizo (hhayi njalo, maye) ezivela enkampanini futhi uzikhokhele ngokubuka izikhangiso, futhi labo abayidingayo bathola ulwazi olubalulekile mayelana nomkhiqizo. Ngokwesibonelo, ibhulogi yethu. Uqinisekisiwe ukuthi ngeke uthole inani elinjalo lezinto ezinemininingwane mayelana ne-CRM noma kuphi engxenyeni ye-inthanethi yabakhuluma isiRashiya - empeleni sithumela konke esikwaziyo ngokwethu (ngaphandle kwamacala enkampani, ngoba kukhona ama-NDA, ukugunyazwa nezinzwa). Sibhale izindatshana eziyi-100 nge-Habré futhi zonke zithembekile, zibonisa ulwazi lwethu, futhi zisiza amakhulu abafundi ukuthi bazulazule emhlabeni we-CRM. Futhi kithina kubonakala sengathi ukukhangisa ngaphakathi kwezihloko ezinjalo kufanelekile. Kungashiwo okufanayo cishe mayelana nama-70% amabhulogi enkampani ku-Habré.
Sikubukele isikhangiso - kunezimanga lapho!
Ukuthengisa nokukhula kwenzuzo
Amanga amakhulu kakhulu ezinhlelweni ze-CRM zokukhangisa yizitatimende ezahlukahlukene zokuthi uhlelo lwe-CRM luzokwenzela okuthile, likukhulisele okuthile, noma ukuthi ungakwazi ukukhulisa okuthile ngenxa ye-CRM.
Akekho noyedwa umthengisi ongakuqinisekisa ukuthi ngemuva kokusebenzisa uhlelo lwabo lwe-CRM, ukuthengisa kwakho kuzokhuphuka ngo-10%, izikhathi ezi-2, i-oda lobukhulu, njll. Yiqiniso, ukuthengisa okuzenzakalelayo ngokuvamile kuholela ekwakhiweni kwezinqubo futhi, ngenxa yalokho, ekuthengisweni okwandisiwe, kodwa enkampanini ngayinye lezi zinkomba zizimele futhi zincike ezintweni eziningi. Ngakho-ke, lapho uhlangabezana nesikhangiso esinjalo, ungacela ngokuphepha iziqinisekiso nemibandela yokukhula okunjalo. Kodwa kubhalwe ngokuhlakanipha mayelana nokwandisa inzuzo - kuze kufike ku-30% (kahle, okungukuthi, kusuka ku-0 kuya ku-30%), kodwa yini okufanele uyenze uma inzuzo iyancipha ngesikhathi noma ngokushesha ngemva kokuqaliswa?
Sizokwandisa ukuthengisa izikhathi ezi-2, sikhulise inzuzo ibe ngu-30%. Ayilingani, awucabangi? Ingabe amamajini okuthengisa azokwehla?
Lesi sikhangiso sibe "I-Patient Zero". Kwaba ngemva kwakhe lapho kwavela khona umbono walesi sihloko. Ukwandisa ukuthengisa izikhathi ezimbalwa ngesofthiwe yekhwalithi ephezulu kuyisithembiso esingamanga ngendlela emangalisayo. Ngendlela, ngashiya isicelo, kodwa akekho owangibiza.
Okunesizotha okwengeziwe, kodwa futhi okuningi
Khona lapha: 40% ukukhula sibonga ukusetshenziswa. Bazithathaphi lezi zinombolo, ngiyazibuza?
Cha angikholwa. Futhi ngeke ngiqiniseke, ngoba ukukhula kokuthengisa, izinguquko kukhwalithi yabo, isheke elilinganiselwe kanye nomjikelezo wokuthengisa umuntu ngamunye. Akufanele nanini uzithathele izibopho ezinjalo.
Amanani ayakhuphuka, iziqinisekiso ziyakhula. Ukukhula kwenzuzo ngenyanga yokuqala? Kuthiwani uma ukwehla kungenxa yokuthi abaphathi bazoqeqeshwa futhi bafunde kahle ohlelweni lwe-CRM?
Inani
Akekho noyedwa umthengisi we-CRM ongaqinisekisa ukukhula kokuthengisa, ikakhulukazi esikhathini esiqondile kanye namaphesenti aqondile. Ukuphumelela kokuqaliswa kwe-CRM kanye nomthelela wokuqaliswa ekusebenzeni kwebhizinisi kunqunywa inani elikhulu lezici, umuntu ngamunye enkampanini ngayinye. Ngaphezu kwalokho, ukukhuphuka kwenzuzo kungenzeka hhayi nhlobo ngenxa yokwanda kokuthengisa, kodwa ngenxa yokwenziwa kahle kwezinqubo kanye nokwehliswa kwezindleko zokusebenza.
Ukuqaliswa kwemizuzu eyi-15, ihora, usuku, njll.
Sinephrojekthi entsha emangalisayo - . Uma sisisebenzisa kumakhasimende noma sibhala i-athikili ngo-Habré, sithi - qala emizuzwini emi-5. Futhi sinesibopho sokuthi ukuqala kwale sevisi kuzothatha amaminithi angu-5 ngqo, kulungiswe isivinini sokuxhuma. Ngoba lolu uhlelo lokusebenza lwewebhu olulula lapho udala khona ifomu lesicelo bese uqala ukusekela amakhasimende akho kusixhumi esibonakalayo esisha esisebenziseka kalula. Nansi indlela ebukeka ngayo:
isikhombikubona . Ngendlela, ungabhalisa futhi ubone ukuthi iphrofayili isethwe kanjani futhi amathikithi angadalwa kalula - siyayithanda ngokwethu :)
Futhi nakhu ukuthi i-interface yohlelo lwe-CRM nekhadi leklayenti elikulo libukeka kanjani. Ucabanga ukuthi kungenzeka ukukusebenzisa ngemizuzu eyi-15, ihora noma usuku? Ukuyibuka okokuqala ngqa nokuyihlola ngokwemibandela yokusebenza kwayo kakade kuthatha cishe amahora angu-3, futhi kuphela uma wazi ukuthi iyini i-CRM futhi uqonda ukuthi ungayibona kanjani i-interface yayo. Kodwa lokhu kuyiqiniso, indida kancane. Eqinisweni, inkinga iwukuthi ekukhangiseni igama elithi "ukusebenza" lisho noma yini: ukubhaliswa ohlelweni, ukusetha kokuqala, "ukusebenza" ngamasu (amathiphu) ngokusebenzisa isixhumi esibonakalayo, njll.
Iwindi elikhulu (ideskithophu) I-RegionSoft CRM
Ikhadi lekhasimende le-RegionSoft CRM
Kumuntu ojwayelekile ophethe ibhizinisi futhi ahlangane nesistimu ye-CRM okokuqala, ukuqaliswa kuyindaba engabonakali futhi, cishe, kubukeka ncamashi njengokufaka isistimu ku-PC noma ukuyibeka efasiteleni lesiphequluli. Eqinisweni, ukuqaliswa kuyinqubo eyinkimbinkimbi, yesikhathi eside, yesinyathelo nesinyathelo yokufaka uhlelo lwe-CRM ekusebenzeni. Kubandakanya isigaba sokulungiselela (ukuhlaziywa kwenqubo yebhizinisi, ukubonisana, ukuthuthukiswa kwenqubo, ukwakheka nokuqoqwa kwezidingo), isigaba sangempela sokufakwa nokuqeqeshwa, kanye nokugunyazwa kancane kancane. Ukuze uqonde ukujula kwale nqubo, bheka umdwebo esiwukhiqizile:
.
I-Mastering CRM yisihloko esihlukile, futhi ngeke kuthathe imizuzu eyi-15. Okokuqala, isisebenzi sigxila ku-interface, sifunde imisebenzi eyisisekelo, bese sifaka idatha futhi sifunde ukusebenzisa amamojula, bese sijwayela izilungiselelo nezilungiselelo zewizadi (isibonelo, izibali nezinqubo zebhizinisi), zakha imibiko, zifunda ukusebenzisa i-imeyili. kanye nocingo ku-CRM, futhi uxhumana nozakwabo. Ngesikhathi sokuthuthukiswa kwesistimu ye-CRM, abasebenzisi bajwayelana nemibhalo yesofthiwe, okuthi kumthengisi wangempela, onolwazi angathathi amasu ambalwa noma amashidi amathathu. Imanyuwali enkulu, ethuthukiswe kahle yamakhasi angamakhulu ambalwa - ngeke ukwazi ukuyifunda ngemizuzu eyi-15, ingasaphathwa eyokuba kwazi kahle. Isibonelo, imanuwali ye-RegionSoft CRM 7.0 yethu ithatha amashidi angama-300 - , yethula i-CRM ngemininingwane eminingi ngangokunokwenzeka.
Uma ukufunda i-CRM kuthatha amaminithi angu-15, akuyona isistimu ye-CRM, ingumphathi wokuxhumana
Laba bafana cishe baphethe amarekhodi ngokwezethembiso. "I-CRM yesizukulwane esisha" (okuwukuphela kwento eshiwo ngesizukulwane esisha ukuthi ngokusobala yathuthukiswa ngabamele isizukulwane esisha) iyaqondakala ekuqaleni futhi ayidingi ukuqeqeshwa - yilokhu okushiwo yikhasi lokufika. Ngakolunye uhlangothi, lesi simiso asilula kangako, ngakolunye uhlangothi, hlobo luni lwe-automation ngisho nokudayiswa (ingasaphathwa ngomsebenzi wokusebenza!) Uma kungadingi ukuqeqeshwa.
Eqinisweni, leli yiqiniso - "ukuqaliswa okuyisisekelo". Ukusetha uhlelo lokusebenza lwewebhu futhi uvumele abasebenzi ukuthi bafinyelele kulo. Ngemuva kwalokhu, "okungewona okuyisisekelo" kuqala, njengomthetho, kubathengisi abaningi bakhokhwa. Futhi inobuqili, kodwa ibonakala ithembekile kunezibonelo ezibalwe ngenhla.
Impela. Kodwa lokhu akuqiniseki :)
I-CRM izobhalelwa wena ngqo, ukuze u-ode
Kuleli qophelo, iso lami langakwesokudla laqala ukudikiza futhi nganqotshwa izinkumbulo zokuthi omunye wabaphathi bami bokuqala benkampani yebhizinisi eliphakathi nendawo wasikisela ukuthi ungazihluphi ngokuthenga i-CRM, kodwa ubhale iCRM yakho emadolweni akho. Baqala ukubhala, kodwa inkampani yayingasekho, futhi uhlelo aluzange lubhalwe. Ngoba akunangqondo. Kunengqondo ukubhala isisombululo esilula esizogcina ulwazi mayelana namaklayenti kanye nokuthengiselana, ukubonisa imibiko nokuthumela izikhumbuzi kusuka ekhalendeni lesisekelo. Lokhu akulona uhlelo lwe-CRM, nakuba lubizwa kanjalo. Ukwakha i-CRM evamile eyamukelekayo ekusebenzeni nokuzishintshanisa kuthatha iminyaka eminingana futhi kubiza ama-ruble ayizigidi ezimbalwa. Kungani udinga lokhu lapho kunenqwaba yezixazululo esezenziwe ngomumo kukho konke ukunambitheka ngisho nesabelomali ngasinye?
Uma ubheka amawebhusayithi ezinkampani ezinikeza ukuthuthukiswa kwezinhlelo ze-CRM, uzobona ukuthi i-interfaces iyafana, futhi izakhiwo ziyafana. Iqiniso liwukuthi manje kukhona uhlaka lwe-Symfony (PHP) okubhalwe kulo la ma-CRM - lena inketho ethandwa kakhulu. Yize zikhona izixazululo eLaravel ngisho naseYii. Yebo, ngaphandle kwalokho, kukhona amaphrojekthi omthombo ovulekile angaguqulwa kalula abe yizohwebo, ngaphandle kwemfoloko, kodwa ngokuphinda ingxenye yekhodi.
Inkinga ukuthi uzothola i-CRM ene-interface eyamukelekayo, konke kuzokufanela, kodwa njengoba uyisebenzisa, amaphutha amaningi, izimbungulu, izinkinga, izimbobo zokuphepha, njll kuzovela ukuthi into kuphela ofuna ukuyenza ukunikeza phakamisa i-CRM futhi uthenge isixazululo esenziwe ngomumo (sihloliwe, ngokusekelwa, izici eziphucuziwe kanye nemikhuba engcono kakhulu ebhodini).
Inqubo ukwenza I-CRM iyesabisa ukuyicabanga. Imibuzo iwukuthi: ingabe kukhona ukudubula noma, isibonelo, ukucija? Kuthiwani uma kukhona ukuqhekeka?
Kwesinye isikhathi okuthi “sizobhala” kusho i-CRM yomthengisi ejwayelekile, leyo uzakwethu ayilungisayo noma ayilungise ukuze ihambisane nezimfuneko zakho - kodwa lokhu akusho ukuthi i-CRM “ibhalelwe wena”, ishintshiwe futhi yakhelwe kabusha.
Lokhu sekuvele kumnandi ngokuphelele. Nakuba okunye kungenziwa nge-web-CRM, ukuthuthukiswa kwe-Windows kunzima, kudla isikhathi, futhi kuyabiza. Futhi kuwubuwula uma kunezixazululo ezinhle ngesipiliyoni sokuqalisa esifakazelwe, umlando wokuhluleka kanye nempumelelo, nezinguqulo ezizinzile.
Angiyiphindi kabili, angiyiphindi. Kungathokozisa ukucela ukuthi kuhlangatshezwane nezinsuku ezibekiwe okungenani izinyanga eziyisithupha.
Akubona bonke abakhokhayo!
Ake ngenze ukubhuka ngokushesha: sikhuluma ngentela yamahhala, lapho zonke ezinye zikhokhwa; asicabangi umthombo ovulekile okwamanje. I-Free mhlawumbe iyithuluzi elivame kakhulu lokumaketha. Isibalo silula: ngenisa umsebenzisi kusistimu ye-CRM kangcono, mbophe bese umguqulela ekubhaliseni okukhokhelwayo. Ngizogqamisa izinhlobo ezimbalwa zamahhala.
- I-CRM yamahhala empeleni iyinguqulo yedemo enesikhathi esilinganiselwe sokuqinisekisa (imvamisa izinsuku eziyi-14, izikhathi ezingaphansi kwezingu-30). Uyayifunda, wenze ukuthengiselana kwakho kokuqala, uyihlole, ushiye idatha yakho. Ngemva kwalokhu, ukuxhumana okuqotho mayelana nokuthenga kwenzeka.
- I-CRM yamahhala yokukhishwa okudala - umsebenzisi unokufinyelela ku-CRM ngokukhawulelwa noma ngaphandle kwayo, kodwa ngokukhishwa okudala (bona inombolo yenguqulo yamanje kanye nenguqulo yamahhala). Njengomthetho, ilethwa njengoba injalo (njengoba injalo), ayisekelwe futhi ifanele osomabhizinisi abangabodwa ukuze kubhalwe phansi amaklayenti kanye nokuthengiselana. Ifa liyifa, akukho okuhle.
- I-CRM yamahhala enemikhawulo kumigomo, abasebenzisi, ukusebenza, isikhala sediski, njll. - uhlobo olufana ne-CRM "ephelele" kuze kube phakade. Isicupho esilinga kakhulu: uqala ukuyisebenzisa ngenkuthalo, faka idatha, futhi ngemuva kwezinyanga ezi-3-5 uqala ukuphuthelwa okuthile, futhi lokhu okuthile kutholakala kunguqulo ekhokhelwayo. Kuyihlazo ukulahla idatha, uvilapha kakhulu ukushintsha i-CRM bese ukhetha futhi, uvele ushintshele ekubhaliseni okukhokhelwayo.
Empeleni, akukho lutho olungalungile ngalokhu - qiniseka ukuthi uthola imikhawulo egcwele futhi uhlole isikhathi sokufaneleka sohlelo lwamahhala. Ake ngithathe leli thuba ukukukhumbuza: ushizi wamahhala usogibeni lwamagundane kuphela.
Lapha kumahhala futhi ukuthengisa kuqala ezinsukwini eziyi-15. Ingabe kufanelekile ukubheka ngokuqhubekayo?
I-CRM elula, ukuthengisa kwamahhala kuyakhula
Leli yicala elikhethekile. Zama ukuqonda ukuthi yini engalungile lapha ngaphandle kokubheka amazwibela ngaphansi kwesithombe.
Ngenxa yalokho, akuyona mahhala. Uyazi ukuthi kungani? Ngoba "ukusetshenziswa kuka-0", i.e. ukusetha kuzoba mahhala kanye nehora lokuqeqeshwa, akekho okhulume ngamalayisensi/ukuxhumana. Kepha elinye iqhinga elingathembekile: "Usuku olungu-1 kuphela!" Yebo, angingedwa, nginesonto lonke ngibamba lesi sikhangiso (ngisola ukuthi siyaphinda.
Indaba efanayo: 7500 esikhundleni 20, noma ngisho zero - for ukuqaliswa. Kuhlanganisani - angazi.
Ikhulu Lesigidi Amakhasimende
Uyithenga kanjani isofthiwe? Okokuqala, umsebenzisi ongase abe umsebenzisi ubhalisa kusayithi futhi athole ukufinyelela kunguqulo yamahhala noma yedemo, ayihlole bese ethatha isinqumo sokuthenga. Akuwona wonke umkhondo oguqulwa ube amaklayenti. Kodwa, empeleni, akekho ovimba inkampani ukuthi ibize wonke umuntu oshiye idatha kusayithi iklayenti. Eqinisweni, yingakho amaklayenti angabalwa ngokuhola okubhalisiwe, ngenkokhelo yokuqala (esimeni esihle, cishe izikhathi ezingu-8-10 ngaphansi), noma ngamakhasimende avamile (ngokuvamile angaphansi kwe-10%). Kepha ukumaketha, zonke izindlela zilungile, ngakho-ke kunezinkampani emakethe ezinezigidi zamakhasimende. Empeleni, lokhu kuyinkomba yezinga lenkampani, kodwa akufanele ukholwe ngokungaboni izinombolo.
Konke kuhle lapha - ukuhleleka okuphelele kwezokuthengisa, namakhasimende angu-15. Uyazibuza: ngokuthengisa okuhlelekile kangaka, iphumaphi leyo minyango yokuthengisa embi yezinkampani oxhumana nazo...
Ngendlela, kwenye yezinto zokukhangisa zabalingani benkampani efanayo isibalo asiyona izigidi ezi-5, kodwa izigidi ezi-2, i-2017. Kungaba kuhle ukuvumelanisa izifanekiso zokukhangisa.
Kukhona nenguqulo "sizokukhombisa i-CRM ngama-ruble angu-0" - iqhinga elimsulwa. Bonke abathengisi abahloniphekile bahlinzeka ngokuboniswa kwe-inthanethi kwesistimu ye-CRM mahhala ngokuphelele, akukho nzuzo kulokhu.
Omunye umlingo
Uma udala izikhangiso ze-Direct, ngokushesha noma kamuva ubuciko buqala ukushesha futhi ufuna ukubhala okuthile njengokuthi “RegionSoft CRM - besibambe imakethe iminyaka engu-15” noma “Hyper CRM ngebhizinisi lakho elimangalisayo.” Lezi zikhangiso zimbi: aziphathi noma yimuphi umthwalo wolwazi. Kodwa-ke, udinga ukugqama ngandlela thize - okwenziwa ezinye izinkampani ezisebenza nezinhlelo ze-CRM.
Isibonelo, badlulisa izinto ezijwayelekile njengezinzuzo zabo zokuncintisana noma badlale amaqiniso, empeleni, i-CRM ethile engenawo.
Cishe wonke umuntu ubelokhu ethi isikhathi eside ukuthi zonke izinhlu zamanani zivuliwe ngaphandle kokubhaliswa. Yebo, lapha yonke into ilula: ufuna ama-ruble angu-x we-CRM, setha inani le-x + 3000, khangisa. Ukumaketha kwenhlangano, isifundo sokuqala. Kodwa empeleni, laba bafana yibo abakunikeza ukuthi uthole inani lokuphendula imibuzo emi-1, kunokulandela isixhumanisi esiqondile sesayithi - ngaleyo ndlela bazothola ulwazi oluthe xaxa ngawe. Kuyakhohlisa, futhi ngokomthetho akubonakali kakhulu kumsebenzisi ongenalwazi.
Hhayi-ke, lolu uhlobo lwakudala: "ungayithengi i-CRM uze ubheke eyethu." I-clickbait ehlanzekile.
Alukho uhlelo lwe-ERP ngemuva kwalesi sikhangiso, sihlolile, kodwa futhi, akekho okuvimba ukuthi uzibize. Futhi kubukeka futhi kuzwakala kuqinile, njengamabili kwelinye.
Kodwa-ke, mayelana ne-ERP, noma ngokuqondile, mayelana nokuqukethwe okungathembeki ngokuphelele kwalokho okungemuva kokuchofoza isikhangiso. Kuyenzeka ukuthi kuhlinzekwe ama-CRM aqondene nomkhakha - kodwa empeleni, uthola ukufinyelela kwedemo kusistimu ye-CRM efanayo, futhi inkomba yakho yokuhlangana kwemboni isiza umphathi wezentengiso ukuthi akhethe umbhalo ofaneleka kakhulu ukuxhumana nawe. Phakathi nezivivinyo, ngahlangana nenkampani eyodwa enendlela yomthetho: isikhangiso sinikezwa “i-CRM ye...”, kunohlu lwezimboni kuwebhusayithi, kodwa empeleni ubhalisa ku-interface efanayo - ngisho nezinhlangano kanye izinkomba, ngenxa yesizotha, aziqanjwanga ngaphansi kwemboni.
Ngendlela, abameli ikakhulukazi abasivivi mayelana ne-CRM ngezizathu eziningi, kuhlanganise nezokuphepha. Ingasaphathwa eyokuthi abanazo inqwaba yezinkinga zebhizinisi, banezinqubo eziqondile, futhi bakhetha ukuhlanganisa i-Excel namashelufu nezinqolobane zephepha.
Izinkampani ezi-TOP 3 eRussian Federation nazo zingumbuzo omkhulu (TOP 3 phakathi kwakho konke akunakwenzeka, i-TOP 3 CRM ayikho, i-TOP 3 yesigaba esithile sabalingani bomthengisi kungenzeka kakhulu).
Futhi-ke, besingaba kuphi ngaphandle kwamarobhothi, amanethiwekhi we-neural kanye nobuhlakani bokwenziwa! Futhi, kuyindaba yezincazelo zale miqondo. Okokuqala, ake sichaze amarobhothi. Amarobhothi akhona ezinhlelweni ezibucayi kakhulu ze-CRM, kodwa akuwona wonke umuntu oke wacabanga ukuwabiza kanjalo. Ezimweni eziningi, amarobhothi aku-CRM ayizicuphi zesoftware ezicupha umcimbi. Isibonelo, udale isivumelwano, uzibekele umsebenzi ozowushayela ezinsukwini ezintathu - uzothola isikhumbuzi ngosuku olulodwa, ihora nemizuzu eyi-15 ngaphambi kocingo. Lokhu empeleni irobhothi, hhayi umuntu. Kukhona amarobhothi ayinkimbinkimbi kakhulu: aqala futhi adlulise izinqubo zebhizinisi kusuka esiteji kuya esiteji, enza izingcingo, enze ama-backups nokuvumelanisa ebusuku ngokusho kwesimiso, njalonjalo. Ayikho inganekwane yesayensi - ikhodi yohlelo evamile (kulungile, akuyona eyejwayelekile - ikhodi yohlelo enhle, ecatshangelwe kahle).
Isimemezelo esilungile, amarobhothi akhona, enza umkhuba wawo. Kodwa noma kunjalo, irobhothi liyigama lokumaketha, ngisho noma lingakhiqizi umphumela we-WOW kuwe futhi lingathinti isikhwama sakho semali.
Ngamanethiwekhi e-neural kanye nobuhlakani bokwenziwa, izinto ziyinkimbinkimbi kakhulu. Ngempela, emhlabeni naseRussia kunezinhlelo eziningana ze-CRM ezisebenzisa lobu buchwepheshe, futhi lokhu kuyamangalisa ngokombono wentuthuko kanye nesithakazelo sobunjiniyela. Futhi okuphawulekayo ngokombono wenkampani enkulu kakhulu: ngokusekelwe ekuhlaziyweni kokuthengiselana okuvaliwe kanye/noma amaphethini okuziphatha amakhasimende, umphumela wobudlelwane neklayenti elisha uyabikezelwa (Isibonelo, uthengisa izinto zokubhala kanye nempahla yasehhovisi kulo lonke elaseRussia futhi kudala wabona ukuthi abameli bathenga amaphepha amaningi asehhovisi - awudingi i-AI kulokhu. Kodwa ngemva kwezivumelwano ezivaliwe eziyizinkulungwane ezingu-3-4, uyabona ukuthi abameli (ngephepha), ukuthenga insipho eyengeziwe namathawula ngomsebenzi ngamunye, bathenga uswidi netiye. Ngeke ukubone, kodwa i-AI izoyibala. Lezi yizinkampani ezithola amakhasimende emahhovisi awo, futhi ungawanikeza okuthile okuqondile - kodwa usuvele uze kulokhu ngengqondo yakho, i-AI izoncoma kuphela ukuthi amaklayenti amasha anomthamo omkhulu wephepha nezinto zokuhlanza nazo wanikela uswidi). Ngakho-ke, uma unevolumu encane yokuthengiselana okuvaliwe (ubuncane obungaphansi kwezinkulungwane ezi-3-4), i-CRM efana nephakheji yesofthiwe enobuhlakani bokufakelwa ayisizi ngalutho kuwe: ngeke kube nalutho ongakufunda kulo, ngeke kube khona. idatha eyanele (kahle, okungukuthi, akukho lutho olungasetshenziswa ukwenza isiphetho mayelana namathuba okuba kwenzeke isigameko). Ungakhohliswa ngamagama amnandi!
Ukwephulwa koMthetho Wombuso “Ekukhangiseni”
Okokuqala, isicaphuna esivela ku-Federal Law "On Advertising" (I-athikili 5):
3. Ukukhangisa okuqukethe ulwazi olungahambisani neqiniso kuthathwa njengokungathembeki:
1) mayelana nezinzuzo zomkhiqizo okhangiswayo phezu kwezimpahla ezisatshalaliswa ezikhiqizwa abanye abakhiqizi noma ezithengiswa abanye abathengisi;
Lokhu kuhlanganisa okuvelele (okungcono kakhulu, okuqine kakhulu, okushesha kakhulu, njll.) okusetshenziswe kumkhiqizo uma bungekho ubufakazi besitatimende esingenhla (u-Forrester waqaphela i-Romashka CRM njengehamba phambili ekusebenzeni); nansi yonke into ehlobene "nenombolo 1". Izikhangiso ezinjalo azihloniphi izimbangi nakubasebenzisi. Ungakhononda ngabo ngokuphephile ku-Yandex/Google kanye ne-FAS. Nokho, ngeke sikwenze lokhu - akukhona lokho abakwenzayo ngamasampula ocwaningo :)
Ubani othe iyona engcono kakhulu? Ucabanga ukuthi ungubani?
Inombolo 1 futhi lena akuyona inombolo 1 nhlobo, ngisho nalabo esizwa kaningi. Ngendlela, ukuthembeka okungu-100% nakho kuyisitatimende esinjalo - ngisho namaseva abekezelela amaphutha amakhulu anama-99.6-99.9%. Futhi nali ifu langaphandle elinedatha, izipele, uhlelo lokusebenza ngokwalo, i-ping...
Kodwa-ke, abanye abathengisi banelungelo lokusho ukuthi bangabokuqala. Isibonelo, ungakwazi uku-oda isifundo esikhokhelwayo (kusuka kuma-ruble ayizigidi ezingu-1-1,5) kumongo wendawo yemboni encane futhi uthole inombolo engu-1 ngokusho kwesimiso esithile (bonisa imininingwane ngaphansi kwenkanyezi kuwebhusayithi). Njengomsebenzisi, lokhu akubonakali kushisa noma kubanda, kodwa, okokuqala, ungakwazi ukuthembela kalula No. 1, futhi okwesibili, izindleko zocwaningo olunjalo zizowela emahlombe akho ngezindleko ezikhulayo zesofthiwe.
Ukuhlangana okungaqondakali
Akukho okukhethekile kulesi sikhangiso, kufakwa kuhlu ukusebenza kwe-CRM. Konke bekuyoba kuhle uma bekungeyona isikhangiso ... njenge-RegionSoft CRM, incwadi emva kohlamvu, kodwa ngesikhathi esifanayo uhlelo oluhluke ngokuphelele. Ngesikhathi esifanayo, lesi isikhangiso sethu esidala, engiziqhenya ngaso - sikwazile ukuveza umbono wokusebenza ngamafuphi.
Nasi isikhangiso senkampani ethile esebenzisana nayo yeyodwa yama-CRM aziwayo:
Futhi nasi isithombe-skrini esivela kusixhumi esibonakalayo se-Yandex.Direct yethu esinawo wona lo mbhalo:
Kunzima ukucabanga ukuthi lokhu kwenzeke ngengozi, ikakhulukazi njengoba uhlelo lwe-CRM olugqugquzelwa inkampani ebambisene nalo lungenazo izinqubo zebhizinisi noma ama-KPI (futhi lokhu akukuhle futhi akukubi - bamane banefilosofi yabo ye-CRM, sinefilosofi yethu, enendawo yohlelo lwe-KPI oluyinkimbinkimbi, izinqubo zebhizinisi nezinye izinsimbi zebhizinisi namakhwela).
I-Infobusiness
Izinhlelo ezinkulu ze-CRM zilwela ukwakha inethiwekhi yozakwethu ngakho-ke zenza ukujoyina izilinganiso zabasabalalisi kube lula ngangokunokwenzeka, futhi ngezinye izikhathi zize zinikeze nezimo ezikhethekile zabaqeqeshi, abaqeqeshi bebhizinisi, abavame ukuba ngosomabhizinisi bolwazi. Ngakho-ke, zilungiselele ukukhokha imali kumqeqeshi wezokuthengisa noma isakhiwo seqembu, kanye nemali efanayo ukuthola ukukhangisa kwesistimu ye-CRM kanye nokuphoqelelwa kwayo okwengeziwe ngendlela enolaka.
Kukhona ezinye izindlela: ulwazi lwebhizinisi abantu bathengisa izincwadi kanye namamanyuwali mayelana ne-CRM, bakunikeza izinhlu zokuhlola ukuze uthole idatha, ngokuya ngalokho ozokwazi ukwenzani? Kulungile - ukuthengisa uhlelo lwe-CRM. Nokho, kuvame ukuba nemithethonqubo, izinhlu zokuhlola, njll. amafayela abaluleke kakhulu azothunyelwa kuwe mahhala, kodwa futhi - ngokushintshanisa ifoni yakho ne-imeyili.
Kulokho engikubambe ngesikhathi socwaningo, bangithumele: izinhla zokuhlola ezi-2, imanuwali ebhalwe nguCaptain Obvious, bafuna imininingwane ngenkampani yami ngocingo ukuze bathole uhlu lokuhlola kanye - necherry ekhekhe - bangithumelele imanuwali ephelele. ye-CRM yaseRussia edumile ye-2017 ngonyaka.
Cha, bangane, ukuthumela okuthile ngo-2019 ukuze uthole idatha yomsebenzisi akusona isipho, empeleni siyathengisa. Futhi lokhu kufanele kuthathwe ngokuzibophezela.
Enye yemisebenzi yobuciko ye-infobiz, eza kimi ngezicelo ze-CRM, kodwa ayizange iveze noma yikuphi ukukhanya kokuzenzakalela. Ngokuphela kwemizuzu kanye nekhawunta engapheli, lokhu sekuyisikhathi eside kuyithuluzi eliphelelwe yisikhathi, kodwa ama-PDF, asele angu-3 kuphela ... Ingabe aphelile esitokisini noma okuthile? Kungani kungekho noyedwa wabantu be-CRM abacabanga ukusebenzisa ifomula ethi “Kusele amalayisense ayi-1043 74 kuphela”?! 🙂
Futhi hhayi ngisho ne-CRM
Kuyenzeka ukuthi esikhundleni se-CRM, uhlangane nento ehlukile kumqondo nenjongo yayo: Ngihlangabezane namadeski osizo amabili, umqeqeshi wezentengiso oyedwa, izinhlelo ezimbili zokumaketha kanye nenqwaba yocingo lwe-IP yazo yonke imithende nezinhlobo. Ngezansi izibonelo ezingabonakali kakhulu nezingenabungozi:
Ngilungiselele lesi sihloko isikhathi eside ngokwanele (ukuqoqa ukukhangisa nokungena ohlwini lokumaketha kabusha, ukubuyisela kabusha, njll.). Ngalesi sikhathi, ngafunda isizathu salokhu kumiswa - elinye lamadeski osizo lanquma, ngesizathu esithile, ukujoyina ikamu lezinhlelo ze-CRM ezilula, ezabikwa ku-Facebook. Nokho, leli lingaphezu kwedeski losizo elincane kune-CRM, kodwa njengoba lingekho izinga lemboni elinjalo, wonke umuntu ukhululekile ukubizwa ngendlela abona kufanele.
Lokhu futhi akuyona i-CRM nhlobo, kodwa isixhumi sokuxhuma (kungaba ukwelula ukukubiza ngokuthi ukuhlanganiswa) inqwaba yezinsizakalo ezahlukene. Ngokuvamile, uma sikhuluma nje, iyisixhumi se-zoo yesofthiwe yebhizinisi.
Ngendlela, ngesikhathi sokuhlolwa (cishe inyanga nesigamu), ngalandelwa izikhangiso zamajeneretha okuhola, isofthiwe ehlukahlukene a la contact manager, abaqeqeshi bebhizinisi nabaqeqeshi, izifundo zokuthengisa, njll. Ngakho-ke, inkathi yokuzingela ivulekele wonke umuntu ompofu ofuna i-CRM. Kwezinye izindawo kuyafana (zama ukuqala ukukhetha imoto noma isikole sokushayela), kwezinye kungcono (ngokuvamile ezimpahleni ezikhethekile nezinkonzo).
Futhi manje i-Instagram ithola ababhalisile abafana nalaba abasesexwayiso esingezansi.
Babki bayeza. Lapho kukhona iCRM, kukhona babki.
Kuthiwani ngabo?
Eminyakeni emihlanu edlule, ngakhuthaza isofthiwe eyayizenza i-CRM emakethe yamazwe ngamazwe (kwakuyinkampani ehlukile, hhayi i-RegionSoft). Futhi ngaqaphela ukuthi isimo sengqondo ngezinhlelo ze-CRM phesheya (eNtshonalanga Yurophu nase-USA) sihluke ngokuphelele: lena isofthiwe esebenzayo edingekayo, enezidingo zayo futhi okumele itholakale. Akekho osola izinkampani ngokubeka, wonke umuntu unentshisekelo ngamathuba emikhiqizo emisha, amabhizinisi amancane ayasebenza futhi avulekele ukuxhumana.
Yingakho izikhangiso ziyisicefe, zingacwayizi. Kunjalo ngathi!
Futhi ngokuvamile, izikhangiso zezinkampani zaseRussia ku-Google ziphenduke zaba yisicefe kakhulu kunaseYandex. Nginezinguqulo ezimbalwa zokuthi kungani kunomehluko ongaka phakathi kwezinkampani ezifanayo, kodwa ngicishe ngiqinisekile ukuthi lezi izingxenye zesizathu esisodwa esikhulu - ukungabaza ukuzibandakanya nezikhangiso ze-Google:
- Izithameli ze-Google e-Russia zinentshisekelo encane
- ukusetha imikhankaso kuyinkimbinkimbi kakhulu futhi kuthatha isikhathi eside
- Izidingo zokukhangisa ze-Google ziqinile.
Kodwa-ke, uma ungakaze ukhutshazwe ukukhangisa ku-Google Ads/AdWords, ngingabelana ngemibono yami. Uvuka ekuseni, ungene ku-akhawunti yakho, kuningi okubomvu lapho futhi kuyacaca ukuthi ukukhangisa akusebenzi. Ushayela abasekeli, bakuthumele kochwepheshe, bese ubhala izincwadi futhi uthole izimpendulo ezisivivi. Uma kungekho mphathi womuntu siqu, ukuvimbela kungahlala isikhathi eside, ngakho-ke imfihlo ilula: thola ukwesekwa, uphuphe ngabo - futhi konke kuzolunga. Abafana bane-bureaucratic kakhulu, kodwa banele.
Lo mculo ungadlala kuze kube phakade - ngenkathi ngibhala lokhu okuthunyelwe, ukufiphala, ukuqoqa nokukhipha iziphetho, izikhangiso ezixakile nezingezona eziwubukhazikhazi bezinhlelo ze-CRM kanye nezinsizakalo zebhizinisi zayo yonke imigqa nezinhlobo zaqhubeka ziwela phezu kwami. Wonke umkhangisi ulwela ukugqama, ngaleyo ndlela evamise ukweqa imingcele yalokho okusemthethweni, okuthembekile nokunengqondo. Wonke umthengi unelungelo lokukhetha. Funda ukufunda izikhangisi zenkampani futhi uzokwazi ukukhetha uzakwethu ofanelekayo wokuzenzakalela ondlela yakhe yebhizinisi isivele icacile esikhangisweni.
I-arsenal yethu ye-automation yebhizinisi ephelele:
- uhlelo lwe-CRM yedeskithophu enamandla yamabhizinisi amancane naphakathi nendawo.
NEW! - Ideski losizo elisekelwe emafini elinesibonisi esisebenziseka kalula nesivinini esikhulu.
Bhala, shayela, xhumana nathi - sizozenzakalela emazinyweni! 🙂
Source: www.habr.com