Izinyathelo Ezi-4 Zokusebenzisa Noma Ukuhlanza Idatha ye-CRM Ukukhulisa Ukusebenza Kwakho Kokuthengisa

I-CRM Data Cleanup Consultants for Implementation noma i-CRM yamanje

Izinkampani ezifisa ukuthuthukisa ukusebenza kwazo kokuthengisa ngokuvamile zitshala isu lokusebenzisa lokuphatha ubudlelwano bekhasimende (CRM) inkundla. Sixoxile ngokuthi kungani izinkampani sebenzisa i-CRM, futhi izinkampani zivame ukuthatha isinyathelo... kodwa uguquko luvame ukwehluleka ngenxa yezizathu ezimbalwa:

  • Idatha - Kwesinye isikhathi, izinkampani zivele zikhethe ukulahlwa kwedatha yama-akhawunti abo kanye noxhumana nabo endaweni ye-CRM futhi idatha ingekho. ahlanzekile. Uma sebevele bene-CRM efakiwe, bangase futhi bathole idatha ikhungathekisa futhi ingakwazi ukukhiqiza imbuyiselo ekutshalweni kwezimali (RIO).
  • Inqubo - Ukuze ukuthengisa kuzuze ngempela i-CRM, kufanele kube nenqubo eqhuba ukufaneleka komkhondo kanye nokubalulekile kwama-akhawunti amanje. Izinkampani kumele zibe nendlela yokubeka phambili umkhondo nama-akhawunti anethuba elikhulu.
  • izabelo - Imikhondo emisha nama-akhawunti akhona kufanele anikezwe ngendlela efanele ne-CRM, ngesandla noma ngemithetho yendawo. Ngaphandle komsebenzi ozokwenziwa, azikho izindlela zokuqhuba umsebenzi wokuthengisa.
  • Ukubika - Ukubika okunembile, okusobala, nokukholakalayo kufanele kusetshenziswe ukuze ithimba lakho labadayisi likusebenzise kalula ukusebenzisa i-CRM kanye nethimba lakho lobuholi.
  • Ukubuyekeza - Ukuzenzakalela, ukuhlanganisa, kanye nezinqubo zokuvuselela okwenziwa ngesandla ze-CRM yakho kufanele zisetshenziswe ukuze kugcinwe ukunemba kwedatha futhi kugcwaliseke ngokugcwele imbuyiselo yakho ekutshalweni kwezimali. Ngaphandle kokubuyekeza i-CRM, ama-reps ashiya inkundla futhi ubuholi buhluleka ukuncika kuyo.

Isinyathelo 1: Ukulungiselela Noma Ukuhlanza Idatha Yakho ye-CRM

Idatha ye-akhawunti ingase ibe ngaphakathi kwe-CRM yakho yamanje, i-CRM osuka kuyo, ukuthunyelwa kwesistimu yokukhokha, noma inqwaba yamaspredishithi. Kunoma ikuphi, sivame ukuthola ithoni yedatha embi edinga ukuhlanzwa. Lokhu kufaka kodwa akukhawulelwe kuma-akhawunti afile, abathintwayo abangasekho, ukutholwa, ama-akhawunti ayimpinda, nama-akhawunti angahlelekile (umzali/ingane).

Izinyathelo ezingathathwa ukuze kuhlaziywe futhi kulungiswe kahle idatha yakho zifaka:

  • Ukuqinisekiswa - Ukusebenzisa umuntu wesithathu ukuhlanzwa kwedatha amathuluzi kudatha ye-firmagraphic yenkampani kanye nedatha yokuxhumana ukuze uqinisekise, uhlanze, futhi ubuyekeze idatha yakho yamanje. Lokhu kuzoqinisekisa ukuthi ithimba lakho nezinqubo zingagxila olwazini olunembile esikhundleni sokungena kudatha embi ku-CRM.
  • Isimo – Ukuhlonza isimo samanje sama-akhawunti, umsebenzi, imali engenayo ehlobene, umthengisi owabelwe, isigaba somthengi, kanye nokuxhumana kuyisinyathelo esihle sokuhlukanisa amarekhodi okufanele i-CRM yakho igxile kuwo kunokungenisa ithoni yokuxhumana nedatha ye-akhawunti engenamsebenzi.
  • Ubukhosi - Ama-akhawunti avame ukuba nesigaba esihlobene nawo. Kungakhathaliseki ukuthi inkampani enamahhovisi azimele, umndeni onamakhasimende amaningi, noma
  • Ukuqala kuqala - Ukukhipha imali engenayo ehlobene nama-akhawunti akho kuyindlela ekahle yokwabela okwakamuva, imvamisa, kanye nezimali (RFM) amamethrikhi okufanele abekwe phambili ngokusekelwe ekuthambekeni kokuthenga. Le ndlela yokusebenza ayivamisile ukufakwa ku-CRM eyisisekelo futhi ngokuvamile idinga ithuluzi langaphandle ukuze ihlaziye futhi izuze.
  • Territory - Ngabe abathengisi bakho babelwa kanjani ku-akhawunti? Izinkampani zivame ukuba nezimboni, izindawo, noma ngisho nomsebenzi osuselwe kusayizi wenkampani ukubhanqa abameleli bazo abangcono kakhulu bokuthengisa ku-akhawunti efanele. Njengoba ungenisa i-CRM yakho ekusebenziseni noma usebenza ukuze uhlanze i-akhawunti yakho ekhona, uzofuna ukuqinisekisa ukuthi le nqubo yokwabiwa ihlolwe ukuze amathuba anganakwa.

Kwesinye isikhathi, izinkampani esisebenze nazo ziye zakhawulela ama-akhawunti nabasebenzi bokuthengisa abanazo abasebenza nge-CRM yabo. Ukuqaliswa okusekelwe kuma-akhawunti abalulekile, isibonelo, kungashayela ithoni yebhizinisi kunokuzama ukuphumela kuyo yonke inhlangano. Lokhu kunganikeza ucwaningo lwecala amanye amaqembu aludingayo ukuze abone inani le-CRM yakho.

Abasebenzi bakho bangase banqume ukukhishwa kwakho… amathimba okukhangisa nabathengisi anolwazi lwezobuchwepheshe ngokuvamile azoqhuba ukusetshenziswa kanye ne-ROI esheshayo ye-CRM oyifakile esikhundleni sabasebenzi abangasasebenzi.

Isinyathelo sesi-2: Ukwakha Ukuhlanganiswa Kwakho ku-CRM

I-CRM ngaphandle kokuhlanganiswa ibeka isisindo kanye nesibopho kubasebenzi bakho ukuze baphathe futhi babuyekeze. Akuyona imfuneko ukuhlanganisa i-CRM yakho, kodwa kunconywa kakhulu ukuthi uhlole amasistimu akho futhi ubone ukuthi yimaphi amakhono onawo ukuze uthuthukise idatha yakho ye-CRM.

  • Kuholele - wonke amaphuzu okungena emithonjeni kufanele ahlanganiswe ku-CRM yakho kanye nayo yonke idatha edingekayo kanye nomthombo oqondisayo kusukela endleleni efike ngayo.
  • Enhancement - noma yiziphi izinkundla zezinkampani zangaphandle zokuthuthukisa idatha ye-akhawunti ngolwazi lwe-firmagraphic nolwazi lwezinga lokuxhumana olungasiza ukufaneleka kwakho kanye nenqubo yokuthengisa.
  • Amaphoyinti wokuthinta – noma yiziphi izindawo zokuthinta onazo ezisiza ohambweni lomthengi. Lokhu kungaba ukuvakasha kwesayithi, izinhlelo zokudayela ucingo, ukumaketha nge-imeyili, amasistimu wokucaphuna, nezinhlelo zokukhokhisa.

Umsebenzi ubalulekile ekuthuthukiseni inqubo yakho yokuthengisa ngaphakathi kwe-CRM futhi, ngokuvamile, ukuhlanganiswa okulula kuyageja okungasiza ngokumangazayo amaqembu akho okuthengisa kanye namaqembu wokuthengisa ukuthuthukisa ukusebenza. A ukutholwa kwedatha iyindlela ekahle yokubhala nokuhlonza amathuba okwenza ukuhlanganiswa kwakho kube ngokuzenzakalela nanoma yikuphi okuzenzakalelayo ukuze uvumelanise amasistimu ne-CRM yakho.

Isinyathelo sesi-3: Ukusebenzisa Isu Lakho Lokuthengisa Nge-CRM

Manje njengoba usunedatha enhle, isinyathelo esilandelayo ukuqonda uhambo lomthengi wakho ukuze ukwazi ngokunembile:

  • Nquma ukuthi yini a marketing lead qualified (MQL) uwukunikeza ukuhola komele ukuthengisa.
  • Nquma ukuthi yini a ukuthengisa ukuhola okufanelekile (SQL) ukukhomba ukuhola, empeleni, ikhasimende okufanele lilandelwe.
  • Yakha isiqalo sakho inqubo yokuthengisa ukukhomba izinyathelo ezingenziwa umthengisi wakho ukuqhubekisela phambili ukuhola ethubeni. Lokhu kungaba wucingo oluyisingeniso ukwabelana ngemikhiqizo noma amasevisi akho noma ukuboniswa komkhiqizo wakho. Lena inqubo okufanele ithuthukiswe ngokuqhubekayo ngokuhamba kwesikhathi.
  • Faka isicelo sakho izinyathelo zokuthengisa ifanele kuma-akhawunti akho akhona futhi unikeze izinyathelo zesenzo ukuze abamele ukuthengisa bakho bahlanganyele namathemba akho.
  • Qiniseka ukuthi unayo a ideshibhodi yefaneli yokuthengisa okunikeza kokubili umbono kanye nombiko wokuqonda kuma-akhawunti akho.
  • Qiniseka ukuthi unayo a ideshibhodi yokusebenza okunikeza kokubili umbono kanye nombiko wokuqondisisa kumsebenzi wabameli bokuthengisa ukuze ukwazi ukuqeqesha nokubaluleka.

Lesi sigaba siqala ukuqaliswa kwenqubo yakho entsha yokuthengisa futhi kubalulekile ukuthi uhlanganyele nethimba lakho ukuze uhlonze noma yiziphi izinkinga ezisele ezidala izithiyo empumelelweni yabo yokusebenzisa i-CRM ukubeka phambili nokusheshisa umsebenzi wabo wokuthengisa. Kuleli qophelo, ukwakha ukuziphatha nemikhuba yokusebenzisa i-CRM kubalulekile. 

Izinkampani eziningi zenze i-CRM yazo, zinezinqubo zokuthengisa nokuqeqeshwa okukhona ukuze kuqinisekiswe ukuthi abantu bayazi ukuthi yini okulindeleke bayenze ku-CRM ukuze baphathe amathuba abo ngempumelelo. Inkinga engiyibona kaningi ukuthi abantu abakwenzi okufanele bakwenze futhi baqeqeshelwe ukukwenza. Uhlelo lwethu lungashayela futhi lulinganise ukubambelela kulokhu kuziphatha. Ngamanye amazwi, ikhono lokuphatha ithuba ngezigaba ezehlukene zenqubo yokuthengisa yenkampani likhona, nokho, abasebenzisi nabaphathi bakhetha (ngokuqondile noma ngokungaqondile) ukuthi bangaziphenduli ngokwabo noma abasebenzi babo ngokufaka ulwazi ohlelweni njenge. ithuba lithuthuka ngesikhathi nangendlela engaguquki.  

Ben Broom, Highbridge

Isinyathelo sesi-4: Ukuqapha Ukusebenza Nokuqeqesha

Ukusebenzelana okuvamile kwenkampani yethu ukusiza amakhasimende (ikakhulukazi i-Salesforce) ekuzuzeni imbuyiselo ekutshalweni kwawo kwezobuchwepheshe kuqala ngeSinyathelo 1 kuya kwesesi-3… kodwa amakhasimende abona inzuzo enkulu asekuxoxisaneni okuqhubekayo nethimba lethu ukuthuthukisa umjikelezo wokuthuthukisa oqhubekayo lapho thina:

  • Amaphuzu okuhola - sisebenzisa izinqubo ezenziwa ngesandla noma ezizenzakalelayo ezihlanganisa i-RFM kunqubo yabo yokuhola iyonke ukuze sisize ithimba labadayisi ligxile ekutholeni nasekuthengiseni amathuba amakhulu kakhulu.
  • Ukusebenza Okumele Ukuthengisa - sinikeza amakhasimende ethu kokubili ukubika kokusebenza nokuthuthukiswa kochwepheshe ukuze siqhubekisele phambili ukusebenza ezingeni lomuntu ngamunye neleqembu.
  • Ukuthuthukiswa kobuholi bokuthengisa - sinikeza abaholi bezokuthengisa bamakhasimende ethu ngokubika nokuthuthukiswa kochwepheshe ukuze baqhubekisele phambili ukusebenza kwabamele ukuthengisa kanye namaqembu.
  • Ukubika Kwenhlangano - sithuthukisa ukubika kwabaholi abaphezulu ngaphakathi kwenhlangano (intengiso yangaphandle nokumaketha) ukuze siqonde ukusebenza kwamanje kanye nokubikezela ukukhula kwesikhathi esizayo.

Kunezinkampani ezikwaziyo ukuzivumelanisa nezimo futhi zizenzele ngokwazo lokhu, kodwa ngokuvamile kudinga inkampani yangaphandle ukuthi inikeze ukuhlolwa, amathuluzi, izinqubo, kanye nethalente ukuze ifeze ngokugcwele ukutshalwa kwezimali kwayo kwe-CRM.

Ukuchaza Impumelelo ye-CRM

Ukutshalwa kwezimali kwakho kwe-CRM akufezeki ngokugcwele kuze kube yilapho uhlangabezana nale migomo engu-3:

  1. Transparency - Wonke amalungu enhlangano yakho angabuka umsebenzi wesikhathi sangempela ngaphakathi kwezinqubo zakho zokumaketha nezokuthengisa ngaphakathi kwe-CRM yakho ukuze uqonde ukuthi inhlangano isebenza kanjani ukuze ifinyelele imigomo yayo yokukhula.
  2. Ukusebenza – Ithimba lakho lezokumaketha nelokuthengisa manje linomsebenzi ongasebenziseka kanye nemigomo eyabelwe elisiza ekusheshiseni imizamo yenhlangano yakho yokumaketha kanye nokukhula kokuthengisa esikhathini esizayo… hhayi nje kwikota elandelayo.
  3. Ukukholeka - Wonke amalungu enhlangano yakho Kholwa kudatha abayitholayo kanye Kholwa ukuthi ukutshalwa kwezimali kwabo ku-CRM kuyabasiza ngokunembile ukuhlaziya, ukuhlola, ukuhlela, ukwenza kahle, kanye nokubikezela ukuthengisa nokumaketha kwabo.

Enye inkinga ngokusetshenziswa kwe-CRM ukuthi izinhlangano zokuthengisa zivame ukuhambisana namasiko eshaya izinombolo zabo ikota ngayinye noma ekupheleni konyaka. Ngenxa yalokho, i-CRM iguqulwa ibe ukugxila kwesikhashana kuyilapho imijikelezo yokuthenga yamakhasimende abo ingase ibe iminyaka eminingi. I-Actionability ayikona nje ukushaya isabelo sesinxephezelo esilandelayo, okokuba ubuholi bugxilise isiko lokunakekela kanye nomsebenzi ozokwenza inkampani ikhulise ifaneli yokuthengisa iminyaka eminingi ezayo.

Akuyona eyodwa noma enye yale migomo… zontathu kumele kuhlangatshezwane nazo ngaphambi kokuthi inhlangano ibone imbuyiselo yayo ekutshalweni kwezimali kobuchwepheshe ku-CRM.

CRM Data Cleanup Consultants

Uma inkampani yakho ithuthela ku-CRM noma idonsa kanzima ngokubona amandla e-CRM yakho yamanje, zizwe ukhululekile ukuxhumana nenkampani yami, Highbridge, ekusizeni. Sinenqubo eqinisekisiwe, amathuluzi, kanye nethimba elilungele ukusiza noma iyiphi inhlangano yosayizi. Sisebenze kuwo wonke amasudi esofthiwe e-CRM futhi sinolwazi olukhethekile ku-Salesforce Sales Cloud.

Contact Highbridge

Ukudalula: Ngingumsunguli kanye nozakwethu Highbridge.