Machitidwe a CRM

Dongosolo la CRM ndi pulogalamu yomwe imasunga zonse zokhudzana ndi makasitomala omwe alipo komanso omwe angakhalepo (mayina, olumikizana nawo, mbiri yakale) ndikuwongolera izi. Pafupifupi ma CRM onse amakono amatha kupanga ntchito zambiri zatsiku ndi tsiku, kusonkhanitsa ndi kusanthula ziwerengero, kugawa makasitomala, kukonzekera zochita, ndi zina.

Kodi machitidwe a CRM ndi chiyani m'mawu osavuta

CRM-system imayimira Customer Relationship Management, kumasulira kuchokera ku Chingerezi kumatanthauza "kuwongolera ubale wamakasitomala". Koma mapulogalamu odzipangira okha sikuti amangowerengera maubwenzi amakasitomala, magwiridwe antchito ake ndi ambiri. Kulankhula mophiphiritsa, CRM ndi kayendedwe ka kayendedwe ka bungwe. Choyamba, ndi mndandanda wa makontrakitala - makasitomala, ogulitsa ndi othandizana nawo.

Zomwe muyenera kudziwa za CRM-system poyambira

Dongosolo lapadziko lonse la CRM ndilosowa. Monga lamulo, mapulogalamu ena amachita ntchito zina bwino kuposa ena. Kutengera ndi kuthekera kwake, makina aliwonse a CRM amagwera m'magulu awa:

Mwa njira iyi, ntchito CRM dongosolo idzakhala yankho labwino kwambiri kwa iwo omwe akuchita malonda ndi malonda ndipo akufuna kusintha kayendedwe ka ntchito pogwiritsa ntchito mapulogalamu kuti azichita ntchito za tsiku ndi tsiku. 

Nawonso Chithunzi cha CRM imakonza mayendedwe omwe sali okhudzana mwachindunji ndi ogula. Cholinga chake chachikulu ndikuwunika, kukonza chitukuko ndi kupatsa mphamvu antchito mkati mwa kampani. 

Collective CRM system ikufuna kukwaniritsa zosowa za makasitomala kudzera muzochita pakati pa madipatimenti onse akampani (thandizo laukadaulo, dipatimenti yogulitsa, dipatimenti yotsatsa). CRM yotereyi imakupatsani mwayi wogawana zambiri, kuwongolera ndikuwongolera ulendo wamakasitomala.

Kodi CRM system imagwira ntchito bwanji?

CRM imathandizira kukonza njira zamabizinesi mwaluso - iyi ndiye ntchito yake yayikulu. Kunja, dongosolo loterolo limafanana ndi spreadsheet ya Excel yomwe imasunga makasitomala. Pulogalamuyi imangowonetsa deta pomwe ogwira ntchito akukonzekera kuyanjana ndi makasitomala. CRM imalola wogwira ntchito aliyense kutsogolera kasitomala, ngakhale manejala wina adalankhula naye kale.

Ntchito za pulogalamuyi zimasinthidwa mogwirizana ndi chitsogozo cha dipatimenti yogulitsa malonda - njira yaikulu ya dongosolo ndi kukhazikika ndi kukhathamiritsa kwa ntchito ya woyang'anira kuti alankhule ndi makasitomala.

Dongosolo la CRM limatseka ntchito zonse zazing'ono zomwe woyang'anira amachita. Zochita zake zikuwoneka motere:

• Pangani zolemba pogwiritsa ntchito ma templates
• Kuvomereza ntchito
• Kutumiza uthenga kwa kasitomala
• Kupanga ntchito kwa oyang'anira
• Pangani malipoti pa intaneti
• Kuwerengera mtengo wa mautumiki
• Kutsata tsiku lakachita

Ubwino wa machitidwe a CRM ndi chiyani

Kukhazikitsidwa kwa CRM kumawonjezera kwambiri kuchuluka kwa makasitomala, kumawonjezera kutembenuka ndipo kumabweretsa kuwonjezeka kwa malonda obwereza. Ubwino wa mapulogalamu ambiri. 

• Choyamba, mawonekedwe osavuta kugwiritsa ntchito kugwira ntchito ndi makasitomala. Dongosolo la CRM limapulumutsa makasitomala, limasonkhanitsa mbiri yolumikizana nawo, kusanthula kuchuluka kwa kukhulupirika kwamakasitomala kukampani ndikusinthiratu njira zochitira ndi makasitomala. Chifukwa cha ntchitoyi, pulogalamuyi ithandiza kuti musataye kasitomala yemwe wasonyeza chidwi pakampani.
• Ubwino wachiwiri ndi kupanga malipoti osanthula pa intaneti mode. Mothandizidwa ndi CRM, mutha kuwongolera kayendetsedwe ka ntchito ndi ntchito za ogwira ntchito pakampani. Dongosololi limakupatsaninso mwayi wokonzekera ndandanda yantchito ndi tchuthi cha ogwira ntchito, kusanthula magawo a malonda ogulitsa ndikuchotsa njira zotsatsa zosakwanira - gawo lapadera limayang'anira izi, zomwe zimakupatsani mwayi wotsata njira ya kasitomala kuchokera pagawo. kulowa patsamba kuti mumalize kugula.
• Ubwino wina wofunikira wa pulogalamuyo ndi ntchito yopangira ntchito. Chifukwa cha ntchitoyi, kuchuluka kwa oyang'anira kumachepetsedwa kwambiri ndipo zolakwika chifukwa chosasamala za ogwira ntchito zimachotsedwa. Dongosolo limalemba zonse zomwe zikuchitika munkhokwe ndikudziwitsa oyang'anira makampani za ntchito zomwe zachitika mwachangu (kuyimbirani foni yofunika kapena kutumiza kalata). Zida zamakina a CRM zimathandiziranso kasamalidwe ka zikalata kudzera mu ma tempulo amkati ndi zolemba.

Zomwe bizinesi imafunikira machitidwe a CRM

Dongosolo la CRM lidzakhala wothandizira wofunikira kwa mabizinesi ang'onoang'ono komanso akuluakulu. Pali mbali zazikulu za ntchito iliyonse yomwe imafuna mapulogalamu. Choyamba, mtsogoleri wa kampaniyo ayenera kukhala ndi chidwi ndi maubwenzi a nthawi yaitali ndi makasitomala, ndi kuwonjezeka kwa kubwereza ndi malonda owonjezera, ndipo nkofunika kuti asunge mbiri ya kuyanjana ndi makasitomala, kulemba makalata ndi mafoni. 

Komanso, pulogalamuyo idzakhala yofunikira mu kampani iliyonse yomwe ikufunika kutumiza maimelo ndi mauthenga a SMS. Mwachitsanzo, njira iyi yolumikizirana ndi makasitomala ndiyoyenera sitolo iliyonse yapaintaneti kapena malo opangira mafuta omwe amakhala ndi alendo ake okhazikika. Chifukwa cha automation, makinawa azitha kuyamika makasitomala pamasiku awo obadwa ndi tchuthi china, kuwadziwitsa za kukwezedwa komwe kukupitilira ndikutumiza zotsatsa zapadera.

CRM imagwiritsanso ntchito makasitomala kuti apange zotsatsa makonda, monga kupereka kuchotsera kwanu potengera zomwe mwagula kale kapena kukambirana za ntchito yatsopano yomwe kasitomala adapempha. Mwachitsanzo, pulogalamuyi idzapindulitsa ma studio ang'onoang'ono olimbitsa thupi komanso masewera akuluakulu. 

Mwambiri, pulogalamu yotereyi imalola manejala aliyense kukhazikitsa ndikusintha ntchito, kuwongolera kukhazikitsidwa molingana ndi nthawi yomaliza ndikuwunika momwe wogwira ntchito aliyense amagwirira ntchito - ndipo zonsezi patali. 

Kodi ndizotheka kuchita popanda CRM system?

Nthawi zina kukhazikitsidwa kwa dongosolo la CRM sikungabweretse phindu lowoneka ndikusokoneza magwiridwe antchito abizinesi omwe akhazikitsidwa kale. Nthawi zina ndalama zogwiritsira ntchito ndi kusunga mapulogalamuwa sizolondola komanso zopanda ntchito. 

Mwachitsanzo, mapulogalamu sadzakhala ofunikira ndi ogwira ntchito amene yekha ogula angapo ndi ogulitsa. Komanso popanda CRM angachite olamulira okha - popanda mpikisano, palibe chifukwa chomangira makasitomala, chifukwa ali okhazikika kale. Pali magawo abizinesi omwe kugulitsa kumayang'ana kwambiri kudutsa ndi mwachisawawa kasitomala ulusimonga ma cafe am'mbali mwa msewu.

Koma makampani ambiri amakono, ngakhale kuti alibe chidwi chokulitsa makasitomala awo, ambiri amafuna kupititsa patsogolo kukhulupirika ndi kukhulupirika kwa makasitomala, kupititsa patsogolo mgwirizano pakati pa madipatimenti, kufufuza zizindikiro zofunika pa intaneti - pankhaniyi, dongosolo la CRM lidzakhala njira yabwino yophatikizira.

Kodi ma CRM amasonkhanitsa deta yanji?

Choyamba, machitidwe a CRM amasonkhanitsa deta yaumwini - Pulogalamuyi imaphatikizapo zambiri zamakasitomala, kuchuluka kwa anthu ndi malo, komanso zambiri zokhudzana ndi zolinga za kampani kudzera m'mafunso kapena kafukufuku wa ogula. Ndikoyenera kudziwa kuti dongosolo la CRM ndi njira yabwino komanso yotetezeka yosungiramo deta yanu - ngati njira zonse zodzitetezera zichitidwa , kuthekera kwa kutayika kwa deta sikumaphatikizidwa. 

Kuphatikiza apo, pulogalamuyo imasonkhanitsa deta pa onse malonda. Kuchokera pazambiri zamalonda, mutha kudziwa ndalama zomwe mumapeza ndi ndalama, komanso momwe antchito amakulipiritsa mwachangu komanso momwe kasitomala amawalipirira mwachangu.

Komanso CRM imasonkhanitsa data yolumikizana. Imayesa nthawi yoyankha kwamakasitomala ku maimelo, mafoni, ndi mauthenga ena, ndikuwerengera kuchuluka kwa mauthenga omwe akubwera ndi otuluka. Izi zithandizira kutsata, ndipo mtsogolomo pendani njira yolumikizirana yomwe makasitomala amasankha nthawi zambiri. Chifukwa chake, mutha kupeza njira yamunthu aliyense. Mwachitsanzo, ma introverts amasankha imelo, kucheza ndi kusangalala, pamene anthu otanganidwa angakonde kukambirana pafoni. Izi zimathandiza kuti kampaniyo ikhale yomasuka, ngati bizinesi komanso kuti isasinthe kukhala sipamu wokhumudwitsa.

Zitsanzo zamakina akuluakulu a CRM M'dziko Lathu mu 2022

Masiku ano pali machitidwe ambiri a CRM, onse okhala ndi mtambo ndi malo osungirako. Makina akulu a CRM M'dziko Lathu mu 2022 ndi awa:

Malangizo a pang'onopang'ono pakukhazikitsa dongosolo la CRM

CRM-system imathandiza kuthetsa mavuto ambiri a kampani: imapanga malipoti ndikuwongolera ntchito ya ogwira ntchito. Musanakhazikitse mapulogalamu amakono mubizinesi yanu, muyenera kukonzekera bwino gawoli pang'onopang'ono:

1. Sankhani zolinga ndi zolinga za kampani

Chinthu choyamba komanso chofunikira kwambiri ndikumvetsetsa zolinga ndi zolinga zomwe kampaniyo ikuchita - izi zidzakuthandizani kusankha mapulogalamu othandiza. Mwachitsanzo, zolinga za kampaniyo zitha kukhala kuyambitsa makasitomala, kukulitsa kutembenuka kwa ntchito zogulitsa malonda, kusintha kayendedwe kantchito ndi malipoti, kukonza njira zogulitsira, kuwonjezera kugulitsa kubwereza, komanso mawonekedwe osavuta owunikira. ntchito za kampaniyo.

2. Werengani bajeti yogulira mapulogalamu ovomerezeka ndikuganizira zotsatsa kuchokera kwa ogulitsa CRM 

Chotsatira, muyenera kudziwa mtengo wocheperako komanso wokwera kwambiri ndikuganizira zoperekedwa kuchokera kwa ogulitsa CRM, kutengera zosowa za kampaniyo. Mwachitsanzo, kuti musankhe zomwe zikugwirizana ndi bajeti yanu, muyenera kudziwa zomwe zalowetsedwa: mtengo wokonza mapulogalamu a mwezi uliwonse, kapena mtengo wa kugula laisensi yonse. M'pofunikanso kuganizira mtengo wa zomangamanga za IT (maseva, mapulogalamu owonjezera, matekinoloje amtambo).

3. Unikani chitsanzo cha bizinesi

Panthawi yowunikira, ndikofunikira kusonkhanitsa zidziwitso zonse zamabizinesi ndikuzigawa m'magulu omwe amayenera kukhala odzipangira okha.

Zowunikira zikangochitika komanso njira zamabizinesi zikufotokozedwa, katswiri wophatikizira kuchokera ku kampani yopanga mapulogalamu awasamutsira ku dongosolo la CRM.

4. Kudziwa kuchuluka kwa ogwiritsa ntchito

Pambuyo pakuwunika kwachitika ndipo wopereka mapulogalamu asankhidwa, ndikofunikira kudziwa kuchuluka kwa ogwiritsa ntchito dongosolo - izi ndizofunikira kuwerengera zilolezo zogulidwa ndikukonzekera kupeza. Mndandandawu ungaphatikizepo antchito anthawi zonse, ogwira ntchito kutali, ogwira ntchito pawokha, oyang'anira, ndi akatswiri.

5. Kuyika kachitidwe ka CRM ndikuphatikiza kwake munjira zamabizinesi

Mukamaliza bwino magawo onse okhazikitsa dongosolo la CRM ndikuyiyika, imatsalirabe kuphunzitsa antchito ofunikira kuti azigwira ntchito ndi pulogalamuyo ndikugwiritsa ntchito zomwe zaperekedwa mpaka pamlingo waukulu. Ndizofunikira kudziwa kuti opanga ambiri ali ndi chithandizo chothandizira chomwe chimathandiza pazinthu zovuta.

Zolakwitsa zazikulu pakukhazikitsa dongosolo la CRM

1. Cholakwika choyamba ndi chachikulu ndi kusowa kwa bungwe muzochita zamabizinesi. Ngati kampaniyo sigawira maudindo ndipo sichimatanthauzira momwe wogwira ntchito aliyense amagwirira ntchito, ndiye kuti kukhazikitsidwa kwa dongosolo la CRM palokha sikungapulumutse kampaniyo ku chipwirikiti. Musanasinthe ku CRM, ndikofunikira kukhazikitsa njira zonse zamabizinesi m'bungwe.
2. Cholakwika chachikulu chachiwiri ndi njira yogulitsira yopangidwa molakwika (njira ya kasitomala kuchokera pakuperekedwa kwa kampaniyo kukagula) pazogulitsa. Mwachitsanzo, pali magawo ambiri a malonda omwe kasitomala sali okonzeka kudutsa kapena amabwerezedwa ndi mawu osiyanasiyana. Muyenera kusanthula funeli yanu yogulitsa kuti muwone ngati pali redundancy momwemo. Monga lamulo, makampani omwe akungoyamba kugwiritsa ntchito CRM amavutika ndi izi.
3. Cholakwika chotsatira ndi kusamvetsetsa kufunikira kwa dongosolo la CRM ndi antchito mu kampani. Ndikofunikira kuchita misonkhano ingapo ndikuwuza ogwira ntchito zomwe mukufuna kupeza kuchokera pakukhazikitsa dongosololi, zomwe apeza ndi zotsatira zomwe kampani yonse ipeza.
4. Ndipo chinthu chomaliza chomwe chingasokoneze ntchito ndi minda yowonjezera yosafunikira mu mawonekedwe a CRM. Mwachitsanzo, minda yambiri yopangidwa, yomwe poyamba imawoneka yofunikira, ikhoza kusokoneza ntchito ndi mapulogalamu. Wogwira ntchitoyo yemwe ali ndi udindo wokhazikitsa CRM ayenera kuganizira nthawi zonse zosowa za ogwira ntchito pakampaniyo komanso zovuta zomwe zimabwera kuti akonze dongosolo paokha, kapena kutumiza zopempha zosintha kwa wopanga kapena wophatikiza.

Mafunso ndi mayankho otchuka

Akonzi a KP adafunsa kuti ayankhe mafunso omwe amafunsidwa pafupipafupi ndi owerenga okhudza machitidwe a CRM Tatyana Gazizullina, Executive Director of CRM systems integrator MOSC.