Amakhasimende afuna isevisi esheshayo kanye nosizo olunolwazi lapho, nini, futhi kanjani athanda ukuluthola, ngokusho kwemiphumela yezifundo ezanyatheliswa yi- CMO Council ngaleso sikhathi, eziqhubeka nokubeka indinganiso yalokho umthengi wedijithali onolwazi onezinketho eziningi akudingayo namuhla.
Kanye ne -SAP Hybris , i-CMO Council yenze inhlolovo eku-inthanethi enabahlanganyeli abangu-2,000, abahlukaniswe ngokulinganayo phakathi kwabesilisa nabesifazane. Amaphesenti angamashumi amahlanu ahlala e-United States kanti amaphesenti angu-25 ahlala eCanada nakwamanye amazwe aseYurophu, okunikeza umbono obanzi wemikhuba yokukhonza amakhasimende ezimakethe ezivuthiwe nezincintisana kakhulu.
Phakathi kwemiphumela kwakukhona lezi ziphumo ezibalulekile, ezisalokhu ziyisibonakaliso esinembile salokho abathengi banamuhla abakufunayo lapho bedinga ukuxhumana nomkhiqizo:
- El 52 por ciento ukhulume ukuthi uphendula ngokushesha Zibalulekile ekuphileni okuhlangenwe nakho okumangalisayo ngempela.
- El 47 por ciento Uthe kumele kube khona abasebenzi abanolwazi, zilungele ukusiza noma kuphi nanoma nini lapho zidingeka khona.
- El 38 por ciento Bengifuna ukukwazi ukukhuluma no une Persona Noma kunini, noma kuphi.
- El 38 por ciento kufunwa imininingwane ewusizo noma nini futhi noma kuphi lapho beyidinga khona, ngaphandle kwezithiyo noma ukubambezeleka.
- El 9 por ciento kubaluleke kakhulu ukuba nakho imiphakathi yomphakathi ethuthukile kahle lapho ungaxhumana khona nabanye abasebenzisi.
- El 8 por ciento Bengikhetha ukuthembela ku- izinsiza ezizenzakalelayo ukusingatha imisebenzi elula ngaphandle kokungenela komuntu.
Abathengi banezinhlu ezicacile zeziteshi ezibalulekile abafuna ukufinyelela kuzo: iwebhusayithi yenkampani, i-imeyili, inombolo yocingo ebonakalayo nelula ukuyikhumbula, kanye nomuntu onolwazi abangaphendukela kuye uma kudingeka. Ngamanye amazwi, balindele uhlelo lwe-omnichannel lapho bangakhetha khona isiteshi esilula kakhulu nganoma yisiphi isikhathi, ngaphandle kokuphinda icala labo noma ukuqala kusukela ekuqaleni isikhathi ngasinye.
Lo mbono uhambisana nezifundo zakamuva zesipiliyoni samakhasimende ezivela kumapulatifomu amakhulu esevisi, okubonisa ukuthi yidlanzana kuphela lamakhasimende aneliseke ngokugcwele ngenani leziteshi ezitholakalayo futhi, ngaphezu kwakho konke, ngesivinini sangempela sokuxazululwa kanye nokulula kokuxhumana . Izinhlangano eziningi zikholelwa ukuthi zinikeza isevisi enhle, kodwa idatha ibonisa ukuthi amakhasimende asabona indawo yokuthuthuka ezikhathini zokuphendula, ukucaca kokuxhumana, kanye nozwela.
“Izingqondo zabathengi, kungakhathaliseki ukuthi zisepulatifomu ye-B2B noma ye -B2C , ziyashintsha,” kusho uLiz Miller, iphini likamongameli wezokumaketha e- CMO Council.
UMiller waphawula ukuthi abamakethi sebeqalile ukungabaza ukuthi bakulungele ngempela yini ukuba yinhlangano ephendulayo efuna idatha, efunda ukuhlaziya, eqonda ukuthi i-CRM yayo isebenza kanjani nokuthi isebenza kanjani, futhi ekwazi ukubonakalisa lokho kufunda kuzo zonke izindawo zokuthinta, kufaka phakathi ezomzimba. Lokhu kuhilela ukuhlanganisa ulwazi oluningi (izilinganiso ezifana ne-NPS, i-CSAT, noma izikhathi zokuxazulula) nempendulo esezingeni eliphezulu evela ezinhlolovo, ukubuyekezwa, imithombo yezokuxhumana, noma izinkundla ezikhethekile, nokuguqula lokho okutholakele kube yizenzo eziqondile.
Amakhasimende alindele isevisi esebenza kahle, esheshayo, nelula ; awafuni izinkinga lapho ethenga, ephatha ukubuyiselwa kwemali, noma ecela ukwesekwa kobuchwepheshe. Ngesikhathi esifanayo, adinga usizo oluqinisekisiwe noluqeqeshwe kahle olutholakala ngokushesha nje lapho kukhona okungahambi kahle. Ukuze kufezwe lokhu, izinkampani ezithuthuke kakhulu zihlanganisa izinsika ezintathu: abasebenzi benkonzo yamakhasimende abanolwazi olujulile lomkhiqizo , izinqubo ezicacile neziklanywe kahle ezinciphisa umzamo wamakhasimende, kanye namathuluzi obuchwepheshe afana nezisekelo zolwazi, ama-portal okuzisiza, kanye nama-chatbot akwazi ukuxazulula ngokushesha imibuzo evame ukubuzwa.
Le nhlanganisela ivumela izimpendulo ezisheshayo ngaphandle kokudela ikhwalithi yokusekelwa ngabantu ezimweni eziyinkimbinkimbi. Izilinganiso zokwaneliseka zibonisa ukuthi amakhasimende ayazisa kakhulu ikhono lomkhiqizo lokuphendula ngokushesha nangomuntu siqu , alindele izinkinga uma kungenzeka, futhi alondoloze ukuxhumana okusobala mayelana nezinsuku zokugcina, izixazululo, nezinyathelo ezilandelayo. Uma inkampani ivumelana kangcono nalezi zilindelo, ukwethembeka , ukuphinda ukuthenga , kanye nenani lezincomo ezizenzakalelayo ezitholwayo.
Kulesi simo, ukwaneliseka kwamakhasimende akube yisibonakaliso esizimele futhi kuba ithuluzi eliqondisa izinqumo zebhizinisi, elibeka phambili ukutshalwa kwezimali kwezinsizakalo, futhi elisiza ekwakheni okuhlangenwe nakho okukhumbulekayo. Ukuhlaziya ngokucophelela lokho abasebenzisi abakwazisayo, okubakhungathekisayo, nokuthi yini ebenza batuse uphawu kuvumela ukuguqulwa kwensizakalo enhle ibe yinzuzo yokuncintisana eqhubekayo ngempela esikhathini esiphakathi nesikhathi eside.