- I-CRM esebenzayo ihlanganisa futhi izenzele ngokuzenzakalelayo ukuthengisa kwansuku zonke, ukumaketha, kanye nokusekela ukusebenzisana ukuze kuqedwe umsebenzi wezandla.
- Kuhlukile ekuhlaziyeni nasekusebenzisaneni ngokugxila ekuqalisweni kwezinqubo ngesikhathi sangempela ngokungafani nokuhlaziywa kwedatha noma ukuhlanganiswa kwangaphakathi.
- Kubalulekile ukwenza ngcono umjikelezo wokuphila kwamakhasimende, okuvumela ukwenziwa komuntu siqu okujulile kanye nesilinganiso esiphezulu sokuguqulwa kwamabhizinisi e-B2B kanye ne-B2C.
Cishe usuqaphele ukuthi ukuphatha amakhasimende ngama-spreadsheet nama-note akhululekile kuyindlela yokuletha inhlekelele, ikakhulukazi njengoba iqembu likhula. Ekuphithizeleni nasekusebenzeni kwansuku zonke, kulula kakhulu ukuphuthelwa i-imeyili noma abathengisi ababili ukuxhumana neklayenti elifanayo ngemiyalezo ehlukene, okudweba isithombe esingcolile senkampani. Yilapho i-Customer Relationship Management (CRM) ingena khona , hhayi nje njengesofthiwe ye-CRM , kodwa njengefilosofi egxile ngokuphelele kumsebenzisi eqeda ukusungula izinto ezintsha.
Ngaphakathi kwale ndawo yonke, kunezinhlobo eziningana zamagatsha, kodwa i-CRM esebenzayo yiyo echitha isikhathi sayo emsebenzini wansuku zonke. Umgomo wayo ukuhlanganisa nokwenza imisebenzi isebenze ngokuzenzakalela ukuze amaqembu okuthengisa, ukumaketha, kanye nokusekela angasebenzi ngokwawo, kodwa abelane ngombono owodwa, osesikhathini we-akhawunti ngayinye. Empeleni, iqinisekisa ukuthi imishini yebhizinisi iyaziqhuba ngemisebenzi ephindaphindwayo, ivumela abantu ukuthi bagxile kulokho okubaluleke ngempela: ukwakha ubudlelwano obuqinile nokuvala ukuthengisa.
Yini ngempela equkethwe yi-CRM esebenzayo?
Singaluchaza njengohlelo olwenzelwe ukwenza lula ukusebenza kwebhizinisi futhi sigcine ngokuphephile konke ukuxhumana esinakho namakhasimende namakhasimende ethu. Ngokungafani nezinye izindlela, lolu lugxile ekwenzeni; okungukuthi, "ekwenzeni." Umgomo walo ukunciphisa umsebenzi wokuphatha ovame ukweba isikhathi esibalulekile kubathengisi, ukuqopha ukuxhumana ngesikhathi sangempela kanye nokuqalisa izexwayiso zokulandelela ukuze kungabikho thuba eliphuthelwa ngenxa yokungabonakali.
Izinsika ezintathu zokusebenza ngokuzenzakalela
Ukuze i-CRM esebenzayo isebenze kahle, kumele ibhekane nezingxenye ezintathu eziyinhloko zomjikelezo wokuphila kwamakhasimende:
- Ukuzenzakalela kwamandla okuthengisa: Iphatha wonke umjikelezo wokuthengisa. Kusukela ekuboneni ama-lead amasha nokulandelela ukusebenzisana kuya ekudaleni izibikezelo zokuthengisa kanye nokuphatha amadokhumenti. Lokhu kuvumela abathengisi ukuthi bakhohlwe ngemisebenzi evamile futhi banikele amandla abo ekuthengiseni. imisebenzi enenani eliphezulu, njengokuxoxisana okuqondile.
- Ukuzenzakalela kokumaketha: Ikuvumela ukuthi udale imikhankaso yokuphromotha eyenzelwe wena kakhulu. Ngenxa yokuthi uhlelo luyazi idatha ethile yekhasimende, izenzo zingaqaliswa ngokusekelwe ezenzakalweni empilweni yomsebenzisi noma ezithandwa nguye, okuyinto kusheshisa ukukhula kokuthengisa ngokuletha umyalezo ofanele ngesikhathi esifanele.
- Ukuzenzakalela kwesevisi: Kuthuthukisa kakhulu isikhathi sokuphendula ekusekelweni kobuchwepheshe noma kusevisi yamakhasimende. Ngokuba nomlando ophelele otholakala kalula, i-ejenti akudingeki ibuze umbuzo ofanayo kathathu, ngaleyo ndlela ibenze bakwazi... Izikhalazo zixazululwa ngokushesha okukhulu futhi ikhasimende lizizwa lizwakala ngempela.
Umehluko obalulekile kwezinye izinhlobo ze-CRM
Kuvamile kakhulu ukuyididanisa ne-CRM yokuhlaziya noma yokubambisana, kodwa ngayinye inenhloso yayo. Ngenkathi i-CRM yokusebenza inesibopho sokwenza nokuqopha imisebenzi yansuku zonke, i-CRM yokuhlaziya izinikele ekucubunguleni idatha eqoqiwe ukuthola amaphethini, ukukala ama-KPI, nokubikezela ukuziphatha kwesikhathi esizayo ngokumbiwa kwedatha. Lokhu kokugcina kubalulekile kumaqembu okuphatha ukuthengisa adinga ukwenza izinqumo ngokusekelwe kudatha, hhayi ekuqondeni.
Ngakolunye uhlangothi, i-CRM yokubambisana (ngezinye izikhathi ebizwa ngokuthi i-CRM ehlelekile) igxile ekugelezeni kolwazi phakathi kweminyango. Umgomo wayo ukuthi ukumaketha, ukuthengisa, kanye nokusekela kukhulume ulimi olufanayo. Ngenkathi i-CRM yokusebenza nayo inegalelo kulokhu, i-CRM yokubambisana igxile ekuphatheni iziteshi zokuxhumana kanye nokusebenzisana kwangaphakathi ukuze ikhasimende libe nolwazi oluqhubekayo, kungakhathaliseki ukuthi likhuluma nobani.
Izici ezibalulekile
Ukuze ithuluzi libe usizo ngempela, kumele libe namamojula athile ahlela isiphithiphithi sokuthengisa. Ukuphathwa kokuxhumana kanye ne-akhawunti kuyisisekelo, lapho kugcinwa khona iphrofayili ephelele yoxhumana naye ngamunye. Ekuthengisweni kwe-B2B okuyinkimbinkimbi, lokhu kubaluleke kakhulu, njengoba kukuvumela ukuthi wazi kahle ukuthi obani abenzi bezinqumo kanye nabathonya ngaphakathi kwenkampani.
Esinye isici esibalulekile ukuphathwa kwamathuba , okukuvumela ukuthi ubone ngeso lengqondo umzila wokuthengisa. Lapha ungabona ukuthi isivumelwano "sixoxiswane" izinyanga ezimbili ngaphandle kokuqhubekela phambili, okuvame ukuba uphawu lokuthi ithuba liyalahleka noma ngabe umthengisi engakalibhali. Ngaphezu kwalokho, ukuthola amaphuzu okuhola kuyisici esibalulekile, njengoba kunikeza amaphuzu kubathengi ngokusekelwe ezithakazelweni zabo, kusiza ithimba ukuthi libeke phambili abaholayo abafaneleka kakhulu.
Izinzuzo kanye nobuthakathaka obuthile
Ukusebenzisa lolu hlelo kuletha izinzuzo ezisheshayo, njengolwazi oluhlanganisiwe kanye nokwanda okukhulu kokukhiqiza. Ngokuzenzakalela izikhumbuzi kanye nemikhankaso ye-imeyili, ukuguqulwa kuyakhula futhi ukugcinwa kwamakhasimende kuyathuthuka, njengoba ukulandelwa kuhambisana futhi kuchwepheshile. Ngaphezu kwalokho, kwenza kube lula kakhulu ukuxhumana kwangaphakathi, kususe imihlangano engadingekile yokuxoxa ngesimo se-akhawunti.
Kodwa-ke, akuyona ikhambi lazo zonke izinkinga. Ezinye zezingqinamba zayo ukuthi ngokuvamile ayinazo izindlela zokukhokha ezithuthukisiwe noma zokubala (lokho, i-ERP ingcono). Ngokufanayo, ezinye izinguqulo eziyisisekelo zingase zingaphumeleli uma inkampani isingatha idatha enkulu edinga ukuhlaziywa okujulile, lapho-ke kungadingeka ikhambi lokuhlaziya okwengeziwe.
Izibonelo zamathuluzi ahamba phambili emakethe
Kunezinketho eziningana kuye ngesabelomali kanye nosayizi webhizinisi. I-HubSpot ithandwa kakhulu ngenxa yokukwazi kwayo ukukhulisa kanye nenguqulo yamahhala enamandla, ilungele izinkampani ezintsha ezidinga ukwenza ukumaketha nokuthengisa ngokuzenzakalela ngokushesha. I-Salesforce iyinkampani enkulu embonini, enamandla kakhulu futhi engenziwa ngezifiso, yize idinga ukutshalwa kwezimali okukhulu kanye nenqubo yokuqalisa ende, okwenza kube inketho ekhethwayo yezinkampani ezinkulu.
Kulabo abafuna indlela ebonakalayo egxile kuphela endleleni yokuthengisa, i-Pipedrive iyindlela enhle kakhulu, ikakhulukazi uma igxile ekuqhubekiseleni phambili amadili. Ezinye izindlela ezithakazelisayo zifaka i-Zoho CRM , eguquguqukayo kakhulu kuma-SME; i-Microsoft Dynamics 365 , ehamba phambili ekuhlanganisweni kwayo ne-ecosystem ye-Microsoft; kanye ne -Odoo , enikeza ukuguquguquka okuphelele lapho ihlanganiswa neminye imisebenzi yebhizinisi.
Yisiphi isikhathi esifanele sokuthatha isinyathelo?
Abantu abaningi bacabanga ukuthi badinga i-CRM kuphela uma benezinkulungwane zamakhasimende, kodwa iqiniso liwukuthi inkinga ivame ukuvela kusenesikhathi. Lapho iqembu likhula lisuka kubathengisi ababili kuya kwabahlanu, ukubonakala kuqala ukwehluleka. Uma kufanele ubuze umthengisi ngamunye ngamunye ukuthola ukuthi zingaki iziphakamiso ezivulekile onazo , usuvele usebenza ungaboni. Futhi yisikhathi esifanele sokusebenzisa i-CRM uma ubona ama-lead elahleka ngenxa yokuntuleka kokulandelwa noma uma ulwazi luhlakazekile ezingxoxweni ze-imeyili ezingenakubalwa.
Ukwamukela uhlelo lokusebenza kuguqula ukuphathwa kwebhizinisi ngokufaka amaspredishithi esikhundleni sawo ngerekhodi eliguquguqukayo nelabiwe. Ngokuzenzakalela ukufuna amakhasimende, iziqu zokuhola, kanye nokusekelwa kwangemva kokuthengisa, izinkampani azigcini nje ngokuthengisa okuningi kodwa futhi zidala ulwazi oluhle kakhulu lwamakhasimende . Ukuvumela ukuhamba kolwazi olungenamthungo phakathi kweminyango kuvumela ibhizinisi ukuthi likhule kahle, liguqule ukuphathwa kobudlelwano kube yinzuzo yangempela yokuncintisana ngaphezu kwalabo abaqhubeka nokuphatha oxhumana nabo ngesandla.
