Ukudityaniswa kweCRM yeeNgcali zeTyala | Isikhokelo sokuhamba komsebenzi saseMzantsi Afrika
Jonga ukuba udibaniso lweCRM ludibanisa njani idatha ye-bureau kumbhobho wakho wokuboleka, kunciphisa ukungena ngesandla, kunye nokuphucula amaxesha okuguqula izigqibo zekhredithi.
Iingcali zamatyala eMzantsi Afrika zixhomekeke kwiiCRMs ukulawula ubudlelwane nabaxumi, ukulandelela izicelo, kunye nokuhambisa izivumelwano ngokuhamba phambili. Nangona kunjalo idatha eqhuba izigqibo zekhredithi - iingxelo ze-bureau ezivela kwi-Experian, i-Datanamix, i-TransUnion, i-XDS, kunye ne-Compuscan-ngokuqhelekileyo ihlala kwindlela yokusebenza eyahlukileyo ngokupheleleyo. Abavavanyi bangena kwiiphothali ze-bureau, bakhuphele iiPDF, kwaye bavavanye usetyenziso kwiispredishithi okanye izixhobo ezizimeleyo. Isiphumo saloo msebenzi sinokuchwethezwa ekugqibeleni kwiCRM, kodwa uqhagamshelo lusebenza ngesandla kwaye lubuthathaka. Oko kuqhawula unxibelelwano kudala ukungena kwedatha kabini, ukulibaziseka, kunye nokubonakala kombhobho ongagqibekanga ngeyona ndlela. Enye indlela yindlela edibeneyo: ukudibanisa idatha ye-bureau kunye neziphumo zovavanyo ngqo kwiinkqubo apho sele ulawula abathengi kunye nezivumelwano. Eli nqaku lichaza ingxaki, ukuba kuthetha ukuthini ukudityaniswa kweCRM kwimisebenzi yekhredithi, kunye nendlela exhasa ngayo izigqibo ezikhawulezayo kunye nokuhamba komsebenzi odibeneyo.
Ingxaki yokuQhutywa kokuSebenza eNgadityaniswanga
Kuseto oluqhelekileyo, iCRM ibambe ubudlelwane kunye nembono yombhobho. Iinkokeli kunye nabaxhasi balogiwe; Amanqanaba angabonisa “isicelo esifunyenweyo,” “phantsi kovavanyo,” okanye “isigqibo sisalindile.” Kodwa olona vavanyo lwetyala lwenzeka kwenye indawo. Umvavanyi ushiya i-CRM ukuba acele ingxelo kwi-bureaux enye okanye ngaphezulu, ulinde i-PDF, kwaye emva koko uyifunde kwaye uyitolike - ngokuphindaphindiweyo kwisicelo esahlukileyo okanye kwi-spreadsheet. Amanani aphambili kunye nesigqibo ekugqibeleni siphinda sifakwe kwiCRM ukuze umbhobho uhlaziywe. I-bureau itsala, uvavanyo, kunye nesigqibo asiyonxalenye yerekhodi yeCRM;ngamanyathelo ahlukeneyo ekufuneka umntu aqhagamshelwe ngesandla.
Olo kwahlukana kuneziphumo eziphathekayo. Yonke i-handoff phakathi kweenkqubo lithuba lokulibaziseka okanye impazamo. Ulwazi lungabhalwa gwenxa, lushiywe, okanye lufakwe ngendlela engangqinelaniyo. Izigaba zemibhobho zisenokungabonakalisi ubume bokwenyani besicelo ukuba uhlaziyo luyalityalwa okanye luyalityaziswa. Xa umphathi ejonga iCRM, babona iinkcukacha zoqhagamshelwano kunye neqonga kodwa hayi idata yekhredithi esisiseko okanye ukuqiqa emva kwesigqibo. Umkhondo wophicotho-zincwadi wovavanyo lwetyala uhlala kwindawo enye; umxhasi kunye nembono yombhobho uhlala kwenye. Ukulungelelanisa ezi zimbini ngokunika ingxelo, ukuthotyelwa, okanye ukusingatha ingxabano kufuna umzamo wezandla.
Ingxaki iyaziwa nakubani na oye wazama ukuphendula umbuzo olula njengokuthi “Zingaphi izicelo ezilinde kwi-bureau pull?” okanye “Zeziphi iintengiselwano ezaliwayo ngenxa yokufikeleleka?” xa impendulo ixhomekeke kwidatha kwenye inkqubo. Iingxelo zemibhobho kunye needeshibhodi zeCRM zibonisa izigaba kunye nemihla, kodwa azikwazi ukubonisa i-bottleneck yangempela - iimvavanyo ezinamathele kumgca, okanye izigqibo ezenziwe kodwa zingabonakali kwi-CRM. Kuba iifemu zicubungula umthamo obalulekileyo, oku kuhamba komsebenzi kunqunyanyisiwe kuba ngumthombo oqhubekayo wokungasebenzi kakuhle, ukulandelela okuphosiweyo, kunye nomngcipheko wokuthotyelwa xa ibali elipheleleyo lesicelo lisasazwa kuzo zonke izixhobo ezininzi.
Kuthetha ntoni ukuDityaniswa kweCRM kwiMisebenzi yeTyala
Udibaniso lweCRM kulo mxholo ayikokuvumelana nje iinkcukacha zoqhagamshelwano okanye imisebenzi yokuloga. Kuthetha ukudibanisa ukuhamba komsebenzi wovavanyo lwetyala kwiCRM ukuze idatha ye-bureau kunye neziphumo zesigqibo zingene ngokufanayo.indawo apho ulawula abathengi kunye nombhobho. Injongo kukwenza uvavanyo lwetyala lube yinxalenye yombhobho, hayi inkqubo eyahlukileyo ethi kamva ishwankathelwe kwiCRM.
Xa ukudibanisa kwenziwa kakuhle, ukukhokela okanye isicelo kwi-CRM sinokubangela okanye sidibanise kwi-bureau pull. Iziphumo zolo lutsalo - idatha ecwangcisiweyo, hayi iPDF kuphela - inokufumaneka kumxholo ukuze abavavanyi kunye nabaphathi bobudlelwane babone ulwazi lwetyala ecaleni kwerekhodi lomxumi. Iziphumo zovavanyo kunye nengqiqo yesigqibo sinokubhalwa kwi-CRM ukuze izigaba zemibhobho, amanqaku, kunye nembali ibonise oko kwenzeka ngokwenene. Iireferensi zamaxwebhu kunye neengxelo zinokuqhotyoshelwa kumnxibelelwano ochanekileyo okanye isivumelwano, ukuze ibali elipheleleyo lesicelo libe kwindawo enye.
Ixabiso liyongezeleka. Ngalo lonke ixesha uvavanyo lugqityiwe kwaye umphumo ubuyela kwiCRM, umbhobho uba uchaneka ngakumbi kwaye imfuno yohlaziyo lwezandla luyehla. Ngokuhamba kwexesha, iCRM iyavela kwindawo apho iziphumo zekhredithi zishwankathelwa ngesandla ukuya kwindawo apho zibonakaliswa ngokuzenzekelayo. Isetyenziswe ngamafemu acwangcisiweyo kwaye yenzelwe ukwenza izigqibo zetyala rhoqo, le ndlela inciphisa isidingo sokutshintsha iinkqubo kunye nokufaka kwakhona idatha, kwaye igcina ukubonakala kwemibhobho ehambelana nenyani.
Amanqaku angundoqo oManyano
Ukuhlanganiswa okusebenzayo kuchukumisa amanqaku amaninzi kwindlela yokusebenza yekhredithi. Ukuqonda oku kunceda abaqeqeshi bekhredithi bachaze into abayifunayo kwaye bavavanye izisombululo.
Khokelo okanye isicelo njengesixhobo sokuxhokonxa. Xa isicelo esitsha okanye ukhokelo lufikelela kwinqanaba elithile kwiCRM, inkqubo inokubonisa ukuba i-bureau iyatsala.efunekayo. Oko kuqinisekisa ukuba ukuhlolwa kwekhredithi kuqalwa ngexesha elifanelekileyo kwaye kudityaniswe nomxhasi ochanekileyo okanye isivumelwano ukusuka ekuqaleni, kunokuba ucelwe ngokuzimeleyo kwaye kamva ufaniswe ngesandla.
Iziphumo zovavanyo zibuyela emva kwiCRM. Isiphumo se-Raw bureau sinovakalelo kwaye kaninzi sihlala sikwinkqubo yovavanyo lwamatyala, kodwa iziphumo ezisisishwankathelo, izalathisi zomngcipheko, kunye nobume bezigqibo zinokubhalelwa iCRM. Oko kunokubandakanya iiflegi ezinje “njengokufikeleleka okugqithisiweyo,” “kubhengezwe ukuphononongwa,” okanye “kwaliwe - uluhlu olubi.” Irekhodi yeCRM emva koko ibonisa umphumo ngaphandle kokufuna umntu ukuba ayibhale, kwaye izigaba zepayipi zingahlaziywa ngokuzenzekelayo ngokusekelwe kwezo ziphumo.
Iziphumo zezigqibo zokuhlaziya izigaba zemibhobho. Xa uvavanyo lugqityiwe kwaye isigqibo sirekhodwa - vuma, siyala, sidluliselwe - eso siphumo sinokuqhuba inqanaba elilandelayo lombhobho kwiCRM. Isivumelwano siya “kuvunyiwe” okanye “kwaliwe” ngokusekwe kweyona datha ikhoyo yokuhanjiswa kwetyala, hayi kuhlaziyo olwahlukileyo lwezandla. Oko kugcina iingxelo zemibhobho zichanekile kwaye kunciphisa i-lag phakathi kwesigqibo kunye nokubonakala.
Uxwebhu kunye neereferensi zengxelo ezinxulunyaniswa nabafowunelwa. Nokuba ingxelo epheleleyo yeziko ihleli kwinkqubo yovavanyo yokhuseleko nokuthotyelwa, iCRM inokubamba ireferensi okanye ikhonkco kwingxelo nakwirekhodi yesigqibo. Ngaloo ndlela, nabani na ojonga umxhasi okanye osebenza naye kwiCRM unokubona ukuba ingxelo itsaliwe, nini, kwaye ungayifumana phi indlela yophicotho olupheleleyo. Ikhonkco ligcina ukulandeleka ngaphandle kokuphindaphinda idatha ebuthathaka kwiCRM. Ngokuhamba kwexesha, oku kudala indawo enye yokubona yonke imisebenzi yetyalakumthengi - zeziphi iingxelo eziye zatsalwa, zeziphi izigqibo ezenziweyo, kwaye apho amaxwebhu axhasayo ahlala khona - ngaphandle kokunyanzelisa ukuthengisa okanye abasebenzi bolawulo ukuba bangene kwiinkqubo ezininzi.
Izibonelelo kubaBoneleli-tyala
Kubanikezeli bekhredithi, ukudibanisa idatha ye-bureau kumbhobho kunciphisa umsebenzi wezandla kunye nokuphucula isantya sesigqibo. Izicelo azisahlali kwindawo engwevu apho iCRM ithi “phantsi kovavanyo” kodwa olona vavanyo luyenzeka kwenye inkqubo engenampendulo ezenzekelayo. Xa iziphumo zovavanyo kunye nezigqibo zibuyela kwiCRM, izigaba zemibhobho zihlala zingoku kwaye abaphathi bafumana imbono yokwenene yokuphumelela kunye neebhotile.
Gqibezela imbali yabathengi kwindawo enye yenye inzuzo. Xa i-bureau idonsa imihla, iziphumo zovavanyo, kunye nengqiqo yesigqibo siqhotyoshelwe kumxhasi okanye isicelo kwi-CRM, abasebenzi banokubona umfanekiso opheleleyo ngaphandle kokuvula iinkqubo ezininzi. Oko kuxhasa ukuphathwa ngokukhawuleza kwezicelo zokulandelela, izikhalazo, okanye imibuzo yomlawuli. Ikwenza kube lula ukugcina iindlela zophicotho ezanelisa ulindelo lwe-NCR, kuba ikhonkco phakathi kwerekhodi yeCRM kunye novavanyo olusisiseko lwetyala lucacile kwaye luyalandeleka.
Ababoneleli ngetyala abasebenzisa isoftware yomboneleli ngetyala eyakhiwe ngenjongo abaseka idatha yeziko kwaye baxhase umanyano banokutyhala iziphumo zesishwankathelo kunye nobume besigqibo kwiCRM yabo okanye inkqubo yokuqalisa imali-mboleko. Isiphumo sincinci ukungena kabini, ukulibaziseka okumbalwa, kunye nombhobho obonisa ukuhamba komsebenzi wetyala. Abavavanyi bachitha ixesha elincinci lokuphinda-keying iziphumo kunye nexesha elininzi kuvavanyo kunye nonxibelelwano lwabathengi. Ulawulo lufumana umbono wokwenyani apho izicelo zimi khona - hayi nje “phantsiUkunciphisa ukufakwa kwedatha ngesandla kunye nokugcina umbhobho uqhagamshelwe kuxhasa ngokuthe ngqo ukusetyenzwa kwesicelo kunye nokubonakala okungcono kuyo yomibini imisebenzi kunye nokuthotyelwa.
iiNzuzo kwii-Broker zetyala
Abarhwebi bamatyala bajongana nomngeni owahlukileyo kodwa onxulumeneyo: balawula ubudlelwane nababolekisi abaninzi kwaye kufuneka balandelele ukuba zeziphi izicelo eziye apho, zeziphi iinqobo ezisebenzayo, kwaye ngabaphi abaxumi abazilungeleyo iimveliso. Xa idatha ye-bureau kunye neziphumo zovavanyo zikhutshiwe kwi-CRM, abarhwebi bachitha ixesha bekopa ulwazi phakathi kweenkqubo kunye nokuzama ukutshatisa iiprofayili zabaxumi kunye neemfuno zomboleki.
Ukudibanisa kunceda ngeendlela ezininzi. Xa idatha ye-bureau icwangcisiwe kwaye iziphumo zovavanyo zifumaneka okanye ziqhagamshelwe kwiCRM, abarhwebi banokubona nje krwaqu ukuba umfaki-sicelo uyahlangabezana nenqobo yokulinganisa yombolekisi phambi kokuba angenise. Ixhasa ungqinelwano olusebenzayo ngakumbi lweeprofayili zabaxumi kwiikhrayitheriya zombolekisi kwaye inciphisa ungeniso olungafane luphumelele. Ukulandelela ukuba zeziphi izicelo eziye zaya kubaphi umbolekisi, kwaye yintoni isiphumo, kuba lula xa idatha yesigqibo ibuyela kumbhobho. I-CRM inokubamba ubudlelwane kunye nembali yokungeniswa; inkqubo yovavanyo lwamatyala ibambe iinkcukacha ze-bureau kunye nendlela yophicotho-zincwadi; ikhonkco phakathi kwabo iqinisekisa ukuba umbono we-broker uphelele kwaye usesikhathini.
Kwiibrokers ezihambileyo okanye ezihambela kude uvavanyo olusekwe kwi-spreadsheet, udibaniso lweCRM linyathelo elilandelayo lendalo. Ulwakhiwo lwedatha yekhredithi kunye ukuzihambela komsebenzi nokunciphisa ukufunda ngesandla kunye nokufakwa kwedatha; ukudibanisa oko kuhamba komsebenzi kwiCRM kuqinisekisa ukuba umbhobhokunye novavanyo lwekhredithi luhlala luhambelana. Isiphumo kukusetyenziswa kwexesha elingcono, izicelo ezimbalwa zokuphela, kunye nombono ocacileyo wokuba ngabaphi abathengi abalungele ukuba ngabaphi ababolekisi. Xa umthengi ofanayo esebenza kwakhona kwiinyanga ezintandathu okanye ezilishumi elinesibini, umthengisi unokubona ukutsalwa kwangaphambili kwe-bureau kunye nezigqibo kumxholo weCRM, ukwenza uvavanyo oluphindaphindiweyo kunye nokulinganisa umbolekisi ngokukhawuleza nangokuhambelana ngakumbi.
Iingqwalasela zoLawulo lweDatha
Ukuqhagamshela idatha ye-bureau kwiCRM akuthethi ukulahla iingxelo zekhredithi ekrwada kwiCRM. Iingcali zetyala loMzantsi Afrika kufuneka zithobele iNCA, iNCR elindelweyo, kunye noMthetho woKhuseleko loLwazi loMntu (POPIA). Idatha ye-Bureau inovakalelo kakhulu; kufuneka ifumaneke kuphela ngabasebenzi abagunyazisiweyo, igcinwe ngokukhuselekileyo, kwaye igcinwe ngokuhambelana nomgaqo-nkqubo nomthetho. Ukumanyanisa kufuneka kuyilwe kucingwa ngezo mfuno.
Gqiba malunga nokuba yintoni na ekufuneka ingaqukuqeleli ukuya kwiCRM. Iziphumo zesishwankathelo, isimo sesigqibo, kunye neeflegi ezinxulumene nemibhobho zihlala zifanelekile ukuvumelanisa ukuze ubudlelwane kunye nabasebenzi bokuthengisa babone inkqubela ngaphandle kokufikelela kwiingxelo ezipheleleyo ze-bureau. Isiqulatho sengxelo epheleleyo, iinkcukacha zomgangatho we-akhawunti, kunye nophicotho-zincwadi olupheleleyo lusenokuhlala kuvavanyo lwetyala okanye ingxelo yetyala elikhangelekayo inkqubo, kunye neereferensi kuphela okanye amakhonkco agcinwe kwiCRM. Oko kugcina idatha enovakalelo kwindawo elawulwayo ngelixa inika iCRM ulwazi olwaneleyo lokuqhuba ukubonakala kwemibhobho kunye nokulandelwa. Umgaqo kufuneka-ukwazi: iCRM ifumana into efunekayo ukulawula ubudlelwane kunye nombhobho; inkqubo yekhredithi igcina iinkcukacha ezineenkcukacha kunye nothotho lobungqina obufunekayo kwi-NCA kunyeUkuthotyelwa kwe-NCR.
Qinisekisa ukuba idata yeofisi ebuthathaka iphathwa ngokufanelekileyo nakwindlela yokusebenza edibeneyo. Ulawulo lokufikelela, ukugawulwa, kunye nokugcinwa kufuneka kusebenze ngokufanayo. Ukuba i-CRM isetyenziswe ngabasebenzi abathengisayo okanye abalawulayo abangadingi ukubona iingxelo zekhredithi epheleleyo, ukudibanisa akufanele kuveze loo datha kubo. Umzila wophicotho - ngubani otsalileyo ukuba yeyiphi ingxelo, nini, kwaye yeyiphi isicelo - kufuneka igcinwe kwinkqubo ebambe uvavanyo lwetyala, kwaye ikhonkco kwirekhodi yeCRM kufuneka ixhase ukulandelelwa ngaphandle kokuphindaphinda umxholo obuthathaka. Ukuthotyelwa kwePOPI yedatha yekhredithi iyasebenza nokuba loo datha ijongwe kwinkqubo enye okanye iqhagamshelwe kuyo yonke iCRM kunye nezixhobo zovavanyo; ukuhlanganiswa kufuneka kuqinise, kungabi buthathaka, ulawulo lwedatha.
Jonga ukuba iData yeBureau iQhagamshela njani kuMbhobho wakho
Iingcali zekhredithi zisebenzisa iiCRM ukulawula abathengi kunye nemibhobho, kodwa kaninzi idatha ye-bureau kunye neziphumo zovavanyo zihlala kwindlela yokusebenza eyahlukileyo. Ukufaka kwakhona ngesandla, uhlaziyo olulibazisekileyo, kunye nokubonakala kombhobho okungaphelelanga ziziphumo. Ukudityaniswa kweCRM edibanisa iziphumo zokutsalwa kwe-bureau, iziphumo zovavanyo, kunye nedatha yesigqibo kwiCRM yakho kunciphisa ukungena kwedatha ngesandla, kuphucula isantya sesigqibo, kwaye igcina ukuhamba kwakho kwetyala kuqhagamshelwe. Nokuba ungumnikezeli wetyala onyusa izigqibo zokuboleka imali okanye umthengisi othelekisa abafaki-zicelo kubabolekisi abaninzi, ukudibanisa idatha yeofisi kumbhobho wakho kuxhasa ukusetyenzwa ngokukhawuleza, ukubonakala okungcono, kunye nembono enye yomxhasi kunye novavanyo lwetyala.
Dibana no ukubhukisha idemo kwaye ubone ukuba idatha yeziko ingaqhagamshelwa njani kumbhobho wakho ngeendlela zophicotho olupheleleyo kunyeulawulo olululo lwedatha.