Uma ufuna ukuba ne- indawo ephumelelayo ye-e-commerce Kunamaphuzu amaningana okufanele uwacabangele, ikakhulukazi uma kuyinkampani enkulu enenzuzo ephezulu yonyaka noma inkampani entsha yedijithali ekhulayo. Yonke inkampani nebhizinisi elifuna ukuphumelela kudingeka ligcine uhlelo oluhle lwe phatha ubudlelwano namakhasimende akho futhi ubagcine banelisekile, okufanele kube yinto eza kuqala enkampanini ngaphezu kwanoma yisiphi isenzo sokumaketha noma sokuthengisa esihlukile.
Iwebhusayithi ekhangayo ayisanele: isitolo sakho esiku-inthanethi sidinga izinqubo ezicacileIdatha ehlanganisiwe kanye nokuphathwa kobungcweti koxhumana nabo, ama-lead, ama-oda, kanye nensizakalo yangemva kokuthengisa. Kulesi simo, ukuqonda Iyini i-CRM?Ukuqonda ukuthi kuyini nokuthi ungakuhlanganisa kanjani kwezentengiselwano zakho ze-e-commerce kuyisinyathelo esibalulekile sokukhulisa ukuthengisa, ukwakha ukwethembeka kwamakhasimende, nokwenza izinqumo ezisekelwe kudatha.
Okulandelayo, sizochaza futhi sinikeze ukwazi ukuthi iyini i-CRM, ukuthi ziyini izinhlobo zazo, ukuthi zisebenza kanjani ngqo kwezentengiselwano ze-e, yiziphi izinzuzo eziqondile eziletha esitolo sakho se-inthanethi, nokuthi yiziphi izici okufanele uzicabangele ukuze ukhethe ikhambi elifanele kakhulu.
Yini iCRM?
Igama elithi CRM Ziyizimpawu ezifingqiwe zenkulumo yesiNgisi Ukuphathwa kobudlelwane beKhasimende, engahunyushwa ngokuthi ukuphathwa kobudlelwano namakhasimendeLezi zinhlamvu zokuqala zingaba nezincazelo ezimbili ezihambisanayo ezibalulekile ukuzihlukanisa, njengoba enye ibhekisela kwifilosofi yomsebenzi kanti enye ibhekisela kubuchwepheshe obusetshenziswayo ukuwusebenzisa.
Ngakolunye uhlangothi, i-CRM iqondwa njenge- imodeli yokuphathwa kwebhizinisi egxile kumakhasimendeLo mbono wamasu uphakamisa ukuhlela inkampani ngokwezidingo, okulindelwe, kanye nokuziphatha kwabathengi, kunokuba kuhambisane nomkhiqizo noma isakhiwo sangaphakathi kuphela. Uma inkampani yakho ihlose ukwaneliseka kwamakhasimende Kuyiyona nto eza kuqala; khona-ke amakhasimende amaningi azodonseleka kusayithi lakho le-e-commerce, imvamisa yokuthenga izokwanda, futhi idumela lomkhiqizo wakho lizothuthuka. Kodwa-ke, ukugcina lokhu kuza kuqala kungaba nzima, njengoba kungezona zonke izenzo ezenziwa yinkampani ezingaba ziphelele, futhi kuvamile ukuthi kwenzeke amaphutha noma ukungezwani kule nqubo.
Ngakolunye uhlangothi, i-CRM ibhekisela futhi ku- isofthiwe ekhethekile I-CRM, eqondwa njengethuluzi lobuchwepheshe, iyipulatifomu eqoqa, ihlanganise, futhi ihlele idatha yamakhasimende (oxhumana nabo, umlando wokuthenga, ukusebenzisana, izintandokazi, iziteshi ezisetshenzisiwe, njll.) ukuze amaqembu okumaketha, okuthengisa, kanye nenkonzo yamakhasimende asebenze ngendlela ehlelekile ngolwazi olusha ngaso sonke isikhathi.
Incazelo yesibiliNgakho-ke, libhekisela kulolu sethi lwezinhlelo zokusebenza noma uhlelo olusekelwe efwini olusiza ekuqhubekiseni ukuthengisa nokuphatha amakhasimende enkampani noma isayithi layo le-e-commerce. Lezi zinhlelo ziwusizo futhi... ukukhuthazwa kokuthengisa, the isitoreji sedatha yokuthengiselana kanye nokudalwa kwe imikhankaso yokuthengisa ehlukeneNgaphezu kwalokho, bahlinzeka ngemisebenzi yokubikezela ukuthengisa, ukuhlaziywa kokuziphatha, ukulandelela amathuba ebhizinisi, kanye nokwenza imisebenzi ephindaphindwayo ngokuzenzakalela.
Kwabaningi kwesinye isikhathi ukuphathwa nge-software Kulula futhi kusebenza kangcono kunokulawulwa yizinqubo ezenziwe ngesandla kuphela, njengoba kunciphisa amaphutha abantu, kulinganisa ulwazi, futhi kuvumela ukusebenza ngemininingwane eminingi ngaphandle kokulahlekelwa ukulandeleka. I-CRM yesimanje ihlanganisa iziteshi ezahlukene (i-imeyili, imithombo yezokuxhumana, amafomu ewebhu, izingxoxo, imiyalezo esheshayo, izingcingo) ibe umbono wekhasimende elilodwa, okwenza kube lula ukunikeza ulwazi oluhambisanayo noluhambisanayo.
Izinhlobo ze-CRM kanye nemisebenzi ebalulekile ye-e-commerce
Akuzona zonke izinhlelo ze-CRM ezifanayo. Ukuze uqonde kangcono ukuthi yini edingwa yisitolo sakho esiku-inthanethi, kuyasiza ukwazi eziyinhloko. izinhlobo ze-CRM futhi i izici eziwusizo kakhulu endaweni yokuhweba nge-inthanethi. Ngokuvamile, zihlukaniswa ngamaqembu amathathu amakhulu, lapho izixazululo eziningi zanamuhla zihlanganiswa khona zibe yipulatifomu eyodwa.
Un I-CRM Yokusebenza igxile ku ukuthengisa, ukumaketha, kanye nokwenza ngokuzenzakalela kwesevisi yamakhasimendeLolu uhlobo oluvame kakhulu lwe-e-commerce, njengoba luphatha oxhumana nabo, amathuba, ama-sales funnels, imisebenzi yokulandelela, kanye nokugeleza kokuxhumana. Isibonelo, ikuvumela ukuthi uthumele ama-imeyili azenzakalelayo ngemuva kokubhalisa, uhlele izikhumbuzi zokuxhumana nomuntu oholayo, noma uqalise imiyalezo yokwamukela lapho umsebenzisi enza ukuthenga kwakhe kokuqala.
El I-CRM Yokuhlaziya ukugxila kwayo ukuhlaziywa kwedathaIqoqa ulwazi ngomlando wokuthenga, imvamisa yokuthenga, inani elimaphakathi le-oda, isiteshi lapho ikhasimende lifike khona, izigaba elivame ukuzivakashela, kanye nempendulo yalo emikhankasweni yokumaketha. Le datha ikuvumela ukuthi wakhe izingxenye ezithuthukile, ukhombe amakhasimende anenani eliphezulu, uthole amaphethini okushintsha, futhi uklame amaqhinga entengo asekelwe ebufakazini kanye namasu okukhangisa.
Ngokwengxenye yayo, i I-CRM Ebambisene ifuna ukuthuthukisa ukuxhumanisa phakathi kwamaqembu kanye neziteshi. Yabelana ngolwazi olufanele kuzo zonke iminyango yokuthengisa, ukumaketha, isevisi yamakhasimende, ezokuthutha, kanye neminye iminyango ehilelekile, ngakho wonke umuntu usebenza nephrofayili yamakhasimende efanayo esesikhathini. Lokhu kuyisihluthulelo sokuqinisekisa ulwazi lokuthenga oluqhubekayo, isibonelo, lapho umsebenzisi evula ithikithi lokusekela ngemuva kokuthenga noma lapho exhumana ngeziteshi ezahlukene.
Ama-CRM aphelele kakhulu e-e-commerce ahlanganisa lezi zilinganiso ezintathu futhi engeza ukuhlanganiswa ne- ipulatifomu yesitolo esiku-inthanethiAmasango okukhokha, izinhlelo zemiyalezo, namathuluzi okukhangisa, akuvumela ukuthi wenze imikhankaso ngokuzenzakalelayo, uqalise imisebenzi ethile (njengezinqola ezilahliwe noma izincomo ezenziwe ngezifiso), futhi ulinganise ngokunembile imbuyiselo yesenzo ngasinye.
Iyini i-CRM ye-e-commerce futhi kungani isitolo sakho esiku-inthanethi siyidinga?
Un I-CRM ye-e-commerce Iyithuluzi elenzelwe ngqo hlanganisa idatha yamakhasimende ndawonye esitolo esiku-inthanethi futhi uzisebenzise ukuthuthukisa ulwazi lokuthenga, ukwandisa inzuzo yemikhankaso nokwandisa ukuthengisa esikhathini esifushane, esiphakathi nesikhathi eside.
Esimweni sedijithali, isivakashi ngasinye sishiya umkhondo we ukusebenzisanaAmakhasi abukiwe, imikhiqizo ebukiwe, isikhathi esichithwa kusayithi, iziteshi abasebenzisi abafika ngazo, amafomu agcwalisiwe, amadivayisi asetshenzisiwe, izimpendulo ze-imeyili, ukuchofoza kwezikhangiso, njll. Ngaphandle kohlelo olufanele, lonke lolu lwazi luhlakazekile futhi luchithwa; noma kunjalo, i-CRM elungiselelwe kahle ikuvumela ukuthi ukuhlela, ukugcina nokuhlaziya Lolu lwazi lusiza ekwenzeni izinqumo ezinolwazi.
I-Los Ukusetshenziswa okuyinhloko kanye nezinzuzo ze-CRM kwezentengiselwano ze-e Lokhu kufaka phakathi ukuhlela nokubeka phambili imisebenzi yesevisi yamakhasimende, ukuqoqa ulwazi lwezibalo mayelana nokwaneliseka, ukuphindaphinda kanye nenani lomthengi ngamunye, kanye nokwenza ngokuzenzakalela ukulandelwa komuntu siqu ngokusekelwe esigabeni senqubo yokuthenga, izintshisekelo noma ukuziphatha kokuphequlula.
Phakathi kokugeleza okuvame kakhulu esitolo esiku-inthanethi kukhona Ukuthumela ngokuzenzakalelayo izikhumbuzi zezinqola zokuthenga ezilahliwe, izaziso mayelana isimo se-oda Ngesikhathi sangempela, ungathola izincomo zomkhiqizo ngokusekelwe ekuthengeni kwangaphambilini bese uthumela amakhuphoni noma ukukhushulwa okwenziwe ngezifiso ukukhuthaza ukuthengwa kwesikhathi esizayo. Ungasetha futhi imikhankaso yokuvuselela amakhasimende angasebenzi, imikhonzo yosuku lokuzalwa enezaphulelo, noma imiyalezo ethile ngemuva kokuthola isibuyekezo esihle noma esibi.
Ngaphezu kwalokho, i-CRM inikeza imephu eningiliziwe ye zonke izenzo zamakhasimende ngaphakathi kwekhasiLokhu kusiza ekuboneni izithiyo, amathuba okwenza ngcono iwebhusayithi, kanye nezigaba ezinamandla amakhulu. Ngale ndlela, inkampani ingaklama amasu okumaketha asebenza kahle kakhuluNciphisa isabelomali esichithwa ekukhangiseni okuqondiswe kabi bese ugxila kulezo zilaleli nemiyalezo eguqula ngempela.
Umehluko phakathi kwesu le-CRM kanye nobuchwepheshe be-CRM
Elinye lamaphutha avame kakhulu ukucabanga ukuthi ukusebenzisa i-CRM kuhilela ukuthenga isofthiwe nokuyixhuma esitolo esiku-inthanethi. isu le-CRM elicacileNgisho nethuluzi elingcono kakhulu lingagcina lingasetshenziswa kahle noma libe yisizindalwazi esingcolile esingabhekwa muntu.
La Isu le-CRM Kuhlanganisa zonke izinqubo, izinqubomgomo, kanye nezindlela ezichaza indlela ubudlelwano namakhasimende obuzophathwa ngayo. Lokhu kuhlanganisa incazelo ye umthengi persona (okungukuthi, amaphrofayili amakhasimende afanele), ukwakheka kwe- Ukuhamba kwamakhasimende (uhambo umsebenzisi aluthathayo kusukela ekwazini uhlobo lomkhiqizo kuze kube yilapho eba ikhasimende elithembekile), imithetho yokulandelela kanye nokuxhumana (ukuxhumana nini, ngasiphi isiteshi kanye nomyalezo) kanye nezilinganiso ezizosetshenziswa ukukala impumelelo (izinga lokuguqulwa, ukuthengwa okuphindaphindiwe, inani lempilo yonke, njll.).
La Ubuchwepheshe be-CRM, ngakolunye uhlangothi, yipulatifomu ethile ihlanganisa, ihlele futhi ivikele ulwazi lwamakhasimendeIkuvumela ukuthi uqophe konke ukuxhumana, wenze imisebenzi ngokuzenzakalelayo, ukhiqize imibiko, uhlukanise isizindalwazi, futhi ulandelele izindawo ezibalulekile ezifana ne-imeyili, izinkundla zokuxhumana, izingcingo, iwebhusayithi, noma izinhlelo zokusebenza zokuthumela imiyalezo. Ithuluzi kufanele livumelane nesu, hhayi okuphambene nalokho; ngakho-ke, kubalulekile ukukhetha ikhambi eliguquguqukayo elihlanganiswe kahle nohlelo lobuchwepheshe be-e-commerce.
Ukusebenzisa i-CRM ezindaweni ezibalulekile zebhizinisi lakho eliku-inthanethi
Ukwamukela i-CRM kuthinta izindawo eziningana zebhizinisi, hhayi ithimba lokuthengisa kuphela. Kwezentengiselwano ze-e-commerce, izindawo lapho inani laleli thuluzi libonakala khona kakhulu ukumaketha, ukuthengisa, kanye nensizakalo yamakhasimende, yize futhi kuthonya abaphathi ngokuhlinzeka imibiko ehlanganisiwe ukwenza izinqumo.
Ku indawo yokuhwebaI-CRM ikuvumela ukuthi uphathe i-sales funnel, uqaphe eduze ithuba ngalinye, futhi wabelane ngolwazi olusha nawo wonke amalungu eqembu. Isibonelo, ungabona ukuthi yimaphi ama-lead aseduze kakhulu nokuthenga, adinga ukuxhumana okwengeziwe, nokuthi yiziphi izinyathelo esezithathwe kakade ngelinye nelinye.
En marketingUhlelo lusiza ekuhlukaniseni amathuba ngokwemikhankaso, izintshisekelo, kanye nokuziphatha kwe-inthanethi. Ngokusekelwe kulokhu kuhlukaniswa, izenzo ezenziwe ngezifiso ezinamazinga aphezulu okuguqulwa zingadalwa, njengezincwadi zezindaba ezinemikhiqizo enconyiwe, imikhankaso yokumaketha kabusha, noma ukuzenzakalela okuqondene nesigaba ngasinye.
En ukuthengisaI-CRM ithuthukisa umkhiqizo ngokunikeza umbono ocacile wokuthi yimaphi amathuba avulekile, yimiphi imisebenzi eza kuqala, nokuthi yimiphi esengozini. Ipulatifomu isiza ekubuyiseni amathuba abonakala elahlekile futhi yenza kube lula... ukuthengisa okuphambene futhi i uthenge futhi Ngenxa yolwazi oluqoqwe ngomlando wekhasimende ngalinye, kuvumela ukwenziwa kwezinqubo ngendlela efanayo ukuze imiphumela ingaxhomeki kuphela emzamweni womuntu ngamunye womthengisi.
Ku isevisi yamakhasimendeUkuba nerekhodi elilodwa elinomlando wokuthenga, izikhalazo, ukuxhumana, kanye nezintandokazi kuvumela izimpendulo ezisheshayo, ezenzelwe wena, nezihambisanayo. I-ejenti ingabona, ngemizuzwana, ukuthi kwenzekeni nge-oda ngalinye futhi ilindele izinkinga ezingaba khona, okwandisa kakhulu ukwaneliseka kwamakhasimende kanye nokuzimisela kwayo ukuncoma isitolo.
Izinzuzo zokusebenzisa i-CRM uma kuqhathaniswa namaspredishithi
Ukugcina ulwazi lwamakhasimende, i-oda, noma ukuthengiselana kumaspredishithi afana ne-Excel noma i-Google Sheets kungenzeka ezigabeni zokuqala kakhulu, kodwa kuyakwethula ukulinganiselwa okukhulu Uma ibhizinisi liqala ukukhula. Nakuba la mathuluzi evumela ukukhetha okuthile kanye nezihlungi, kulula ukuthi kwenzeke amaphutha abantu, ukuthi amarekhodi aphindwe kabili, noma ukuthi ulwazi lulahleke ngenxa yokuphathwa kabi kwamafayela.
Ngakolunye uhlangothi, uhlelo lwe-CRM lunciphisa kakhulu lezi zingozi futhi lunikeza izinzuzo ezengeziwe. Luvumela zenzekela izikhumbuzi, qopha konke ukusebenzisana ngendlela ehlelekile, sabelane ngomsebenzi phakathi kwabasebenzi ngobuhlakani, qapha isimo sama-oda, khipha ama-invoyisi noma amathikithi bese uqhuba imikhankaso ehlukene ngaphandle kokusebenzisa ngesandla izizindalwazi ezibuthakathaka.
Phakathi kwe izinzuzo ezivelele kakhulu Ebhizinisini le-e-commerce, izinzuzo zifaka phakathi ukuncipha komsebenzi ophindaphindwayo, amaphutha ambalwa ngenxa yokunganaki, izikhathi zokuphendula ezithuthukisiwe, ukwaneliseka kwamakhasimende okwandisiwe, kanye nokuthuthukiswa kwezinkomba ezibalulekile njengenani lempilo yamakhasimende kanye nenani elimaphakathi le-oda. Ngaphezu kwalokho, uhlelo luvumela ukumisa amazinga ahlukene okufinyelela olwazini, ukulanda imibiko ngamafomethi ahlukahlukene, kanye nokufinyelela imibhalo kanye nokusekelwa kobuchwepheshe ukuphendula imibuzo.
Enye inzuzo ebalulekile ukuthi i-CRM iyasiza sebenzisa ngokugcwele isisekelo samakhasimende esikhonaLokhu kukhuthaza ukuthengisa okuphindaphindiwe futhi kuvuselela labo abayeke ukuthenga. Njengoba ukuthola amakhasimende amasha kubiza kakhulu, ukwandisa amandla abathengi bamanje ngamasu okuthembeka kanye nokuxhumana komuntu siqu kuyisici esiyinhloko senzuzo.
Okuwukuphela kwenkinga ukuthi abasebenzi badinga isikhathi sokulungisa ukuze bafunde ukusebenzisa ithuluzi, kodwa ezimweni eziningi izinsuku ezimbalwa zokuqeqeshwa zanele ukuthi amaqembu ajwayele indlela entsha yokusebenza futhi aqale ukuqaphela intuthuko.
Ukuhlanganiswa kanye nezibonelo ezisebenzayo zokusetshenziswa kwe-CRM kwezentengiselwano ze-e
Imisebenzi ye-CRM iyanda uma ihlanganiswa namanye amathuluzi abalulekile ohlelweni lwedijithali lwenkampani. Isibonelo, ngokuyixhumanisa ne- ipulatifomu yesitolo esiku-inthanethiNgohlelo lokukhokhisa, indawo yokugcina impahla, izinsizakalo zokulethwa, noma amanethiwekhi omphakathi, abasebenzi bangasebenza besebenzisa isikhombikubona esisodwa ngaphandle kokushintsha izinhlelo njalo.
I-CRM ethuthukisiwe ingahlanganisa amakhasimende avela ezinkampanini ezahlukene abe yisizindalwazi esisodwa. iziteshi zokuthengisa (isitolo esiku-inthanethi, imakethe, imidiya yezenhlalo, indawo ebonakalayo) futhi baqophe umlando wabo wokuthenga, ukuxhumana, kanye nokuziphatha. Lokhu kuvumela ukuhlukaniswa ngokusekelwe ezindinganisweni ezifana nenani elimaphakathi le-oda, imvamisa ye-oda, isigaba esithandwayo, noma impendulo emikhankasweni yangaphambilini, okuvumela ukuzibandakanya komuntu siqu nesigaba ngasinye.
Kungenzeka futhi ukuhlanganisa amamojula e- izinsizakalo zokulethwa nezokuthutha Lokhu kukuvumela ukuthi udale izicelo zokulethwa okuzenzakalelayo, ulandelele izimo zokuthunyelwa, futhi ugcine amakhasimende enolwazi nge-imeyili noma nge-SMS. Ukuqapha ukuziphatha kwezivakashi zewebhusayithi (imikhiqizo ebukiwe, izinto ezingezwe enqoleni kodwa ezingaqedwanga, isikhathi esichithwa kusayithi) kondla isizindalwazi se-CRM futhi kuvumela izindlela zokubuyisa izinqola ezilahliwe, ukusikisela imikhiqizo ehambisanayo, nokuthuthukisa amazinga okuguqulwa jikelele.
Emhlabathini we ukumaketha okuqondileAma-CRM amaningi afaka phakathi amakhono okumaketha nge-imeyili kanye ne-SMS, kanye nokuhlanganiswa nezinhlelo zokusebenza zokuthumela imiyalezo kanye nezinkundla zokuxhumana, okuvumela imikhankaso ehlukaniswe kakhulu. Yonke idatha yamakhasimende ingahlanganiswa ukuze inikeze umbono we-degree engu-360, kufaka phakathi umlando we-oda, ukusebenzisana kwenkonzo yamakhasimende, izimpendulo zomkhankaso, kanye nokuziphatha kokuphequlula.
Ngenxa yalolu lwazi, isitolo esiku-inthanethi singasebenzisa ukugeleza okuzenzakalelayo okukhumbuza ikhasimende ukuthi lithenge imikhiqizo esetshenziswa njalo ngaphambi kokuba iphele, ukwamukela imikhankaso yababhalisile abasha, amasu okuthengisa ngobuningi kanye nokuthengisa ngobuningi ukwandisa ithikithi elijwayelekile, noma izinhlelo ezithile zamakhasimende e-VIP anezinga eliphezulu lokuphindeka.
Ukunquma ukufaka i-CRM kusayithi lakho le-e-commerce kusho ukuguqula isitolo esingenzi lutho sibe uhlelo oluphilayo olubamba idatha, oluzenzakalelayo ukusebenzisana, futhi lwakhe ubudlelwano obuhlala njalo namakhasimende, ngaleyo ndlela lubeka isisekelo sokukhula okusimeme kanye nokuncintisana okukhulu emakethe yedijithali.