Izingxenyekazi zeCRM kanye nezeDathaI-Marketing Infographics

Izibalo ze-CRM: Ukusetshenziswa, Izinzuzo kanye nezinselele zamapulatifomu okuphatha ubudlelwano bekhasimende

Ukuphathwa Kobudlelwano Namakhasimende (CRM) iyaqhubeka nokubusa imboni yokumaketha nokuthengisa kwedijithali ngo-2023. Ngokubaluleka kwayo okwandayo ekugcinweni kwamakhasimende nasekukhiqizeni okuphambili, amabhizinisi abo bonke osayizi asebenzisa amasistimu e-CRM ukuze aphathe kangcono ubudlelwano bamakhasimende futhi enze lula imizamo yawo yokumaketha nokuthengisa. Kulesi sihloko, sizongena emlandweni omfushane we-CRM, incazelo yayo, izinzuzo, kanye nezibalo zamanje ze-CRM ezibonisa ukubusa kwayo okuqhubekayo.

Yini i-CRM?

I-CRM isu eliphelele, inqubo, kanye nohlelo lwesoftware olusiza amabhizinisi ukuphatha ukusebenzisana kwamakhasimende nobudlelwano, athuthukise imizamo yokuthengisa neyokumaketha, futhi athuthukise isevisi yamakhasimende. Ivumela izinkampani ukuthi ziqoqe, zihlaziye, futhi zisebenzise idatha yekhasimende ukuze zinikeze ulwazi lomuntu siqu nolungenazihibe ezindaweni zokuthinta ezihlukahlukene.

Okwengeziwe: Iyini I-CRM?

Umlando omfushane we-CRM

Umqondo we-CRM unezimpande zawo ngeminyaka yawo-1960 kanye nawo-1970, lapho amabhizinisi eqala ukushintsha ukugxila kwawo ekubeni phakathi komkhiqizo aye ekugxileni kwamakhasimende. Intuthuko yezobuchwepheshe ngeminyaka yawo-1980, ikakhulukazi ekukhangiseni kwesizindalwazi kanye nokufika kokuhlanganiswa kocingo lwekhompyutha (CTI), kuvunyelwe amabhizinisi ukuthi aqophe ukusebenzisana kwamakhasimende futhi asebenzise le datha emikhankasweni yokumaketha eqondiswe kakhulu.

Ngawo-1990, isofthiwe ye-CRM yavela njengempendulo esidingweni esikhulayo sendlela ehlelekile yokuphatha ubudlelwano bamakhasimende. Imboni ibone ukukhula okubalulekile njengoba izinkampani ezifana neSiebel Systems kanye ne-Salesforce.com zingena emakethe. Ngawo-2000s, i-CRM yashintsha yaba uhlelo olubanzi, oluhlanganisa imisebenzi ehlukahlukene yebhizinisi njengokumaketha, ukuthengisa, kanye nenkonzo yamakhasimende. Ngokukhuphuka kwe-cloud computing kanye neSoftware-as-a-Service (SaaS) amamodeli, i-CRM yafinyeleleka kalula futhi yathengeka kakhulu kumabhizinisi amancane naphakathi nendawo.

Izibalo ze-CRM ezibalulekile

  • Amakhasimende angu-70% alindele okuhlangenwe nakho okungenazihibe kuzo zonke iziteshi, okwenza amasistimu e-CRM abalulekile ekuletheni umuzwa wamakhasimende ongaguquki (Umthombo: Salesforce).
  • Imali engenayo yesoftware ye-CRM ifinyelele ku- $ 48.7 billion ngo-2021, futhi kulindeleke ukuthi ikhule ngezinga lokukhula lonyaka elihlanganisiwe (I-CAGR) ka-14.2% kusukela ngo-2021 kuya ku-2028 (Umthombo: Ukubukwa Okubukwa Okukhulu).
  • Ngo-2023, ama-81% ezinhlangano kulindeleke ukuthi asebenzise AI-Amasistimu e-CRM anamandla okuthuthukisa ukusebenzisana kwamakhasimende (Umthombo: I-Tech.co).
  • Izinkampani ezisebenzisa izinhlelo ze-CRM zibone ukwenyuka okungu-17% ekuguqulelweni komthofu, ukukhuphuka okungu-16% ekugcineni kwamakhasimende, kanye nokuthuthuka okungama-21% ekukhiqizeni komenzeli (Umthombo: I-WebFX).
  • I-CRM iyimakethe yesoftware enkulu kunazo zonke futhi ekhula ngokushesha, enemali engenayo elindelwe emhlabeni wonke engama- $ 114.4 billion ngo-2027 (Umthombo: Adamenfroy).
  • Amabhizinisi angu-91% anabasebenzi abangaphezu kwe-11 manje asebenzisa izinhlelo ze-CRM, uma kuqhathaniswa namaphesenti angu-50 alawo anabasebenzi abayi-10 noma ngaphansi (Umthombo: I-DemandSage).
  • Amaqembu okuthengisa asebenza kahle kakhulu anamathuba angu-3.2 ngaphezulu okusebenzisa i-CRM namanye amathuluzi okuthengisa azenzakalelayo kunamaqembu angasebenzi kahle (Umthombo: Salesforce).
  • Ngokwesilinganiso, izinhlelo ze-CRM zinikeza imbuyiselo ekutshalweni kwezimali (ROI) ka-$8.71 ngedola ngalinye elichithiwe (Umthombo: Ucwaningo lweNucleus).
  • U-74% wabasebenzisi be-CRM babika ukuthi isistimu yabo ye-CRM ithuthukise ukufinyelela kwabo kudatha yamakhasimende (Umthombo: I-Capterra).

Izinzuzo ze-CRM

Izinkampani ngokuvamile ziqala ukucabangela ukwamukelwa kwe-CRM lapho zihlangabezana nezidingo zebhizinisi ezithile noma izinselele ezidinga ukuphathwa ngokuphumelelayo kwedatha yobudlelwane bamakhasimende.

  1. Harness Customer Intelligence: Amasistimu e-CRM agcina ulwazi lwekhasimende futhi asiza ukuthuthukiswa kobuhlakani bamakhasimende obujulile. Lobu buhlakani buhlomisa amabhizinisi ngolwazi lokuphatha kokubili amathuba kanye nobudlelwano bamakhasimende ngaphandle komthungo, noma ngabe kubhekene nokushintshashintsha kwabasebenzi noma izinguquko zobuholi. Inkampani igcina impahla yedatha ebalulekile, iqinisekisa ukuqhubeka kumasu okuphatha amakhasimende.
  2. Ubudlelwano Bekhasimende Obujulile: Amasistimu e-CRM asebenza njengenqolobane ebanzi yedatha yekhasimende, enikeza imininingwane ebalulekile mayelana nezintandokazi zamakhasimende, ukuziphatha, nokusebenzisana komlando. Le ngcebo yolwazi inika amabhizinisi amandla okwenza imikhiqizo yawo nokuxhumana afanele, kukhuthaze ubudlelwano bamakhasimende obuqinile futhi kukhuphule ukwaneliseka nokwethembeka.
  3. Ukusebenza kahle Ezinqubweni Zokuthengisa: Izinhlelo ze-CRM zikhulula amaqembu athengisayo emsebenzini wokuphatha ovamile ngokuzenzakalela kwemisebenzi yokuthengisa kanye nokulandela umkhondo ngokucophelela. Lokhu kubavumela ukuthi bagxile emisebenzini enethonya elikhulu, okuholela ezinqubweni zokuthengisa ezisebenza kahle kakhulu nokwanda kokuvalwa kwamadili.
  4. I-Optimized Marketing Endeavors: Amasistimu e-CRM avumela amabhizinisi ukuthi ahlukanise isisekelo samakhasimende awo ngezigaba ezihlukene, ahlele ukwethulwa kwemikhankaso yokumaketha ehloswe kakhulu. Waba yini umphumela? Amazinga okuguqulwa athuthukisiwe kanye nokusebenzisa kahle izinsiza zokumaketha.
  5. Ukusebenzisana Okuthuthukisiwe Kweminyango Ehlukahlukene: Isofthiwe ye-CRM isebenza njengehabhu lokusebenzisana, enikeza umbono owabiwe wokusebenzelana kwamakhasimende nomlando kuyo yonke iminyango ehlukahlukene. Lokhu kukhuthaza ukusebenzisana kweqembu, okuholela endleleni ebumbene ekuqondeni nasekukhonzeni amakhasimende.
  6. Isevisi Yekhasimende Ephakeme: Ngedatha yekhasimende ephakathi nendawo kanye nemilando yokusebenzisana ezandleni zabo, abamele isevisi yamakhasimende bangakwazi ukufinyelela ngokushesha ulwazi olubalulekile. Lokhu kubanika amandla okuletha ukwesekwa okufika ngesikhathi kanye nokwabantu, ekugcineni kukhuphule izinga lenkonzo yamakhasimende esezingeni eliphezulu.
  7. I-Feeding Predictive Intelligence: Izinhlelo zesimanje ze-CRM zidlula ukugcinwa kwedatha nokubuyiswa. Banikeza idatha ebalulekile edingekayo ukuze uthole ubuhlakani bokubikezela. Ngokuhlaziya idatha yomlando nokuziphatha kwamakhasimende, lezi zinhlelo zivumela amabhizinisi ukuthi abikezele amapayipi okuthengisa, ahlonze amathrendi, futhi enze izinqumo ezinolwazi. Lokhu kuqonda okubikezelwayo kubaluleke kakhulu ekuhleleni amasu okuthengisa nokumaketha esikhathini esizayo.

Izinselelo ze-CRM

Izinhlelo ze-CRM zinikeza izinzuzo eziningi ezinhlanganweni, kodwa futhi ziza nesethi yazo yezinselelo. Ezinye zezinselelo ezibalulekile ze-CRM zifaka:

  1. Izindleko zokuhlanganisa nokuphatha: Ukusebenzisa uhlelo lwe-CRM kungabiza, ikakhulukazi kumabhizinisi amancane naphakathi nendawo. Izindleko zifaka phakathi ukulayisensa kwesofthiwe noma izinkokhelo zokubhalisa, izindleko zehadiwe nengqalasizinda, ukwenza ngendlela oyifisayo, nokuhlanganiswa namasistimu akhona. Ukwengeza, izindleko eziqhubekayo ezifana nokunakekela, ukuthuthukiswa, nokuqeqeshwa kwabasebenzi kungakhula ngokuhamba kwesikhathi.
  2. Ikhwalithi nokuphathwa kwedatha: Idatha engalungile, ephelelwe yisikhathi, noma eyimpinda inganciphisa kakhulu ukusebenza kwesistimu ye-CRM. Ukugcina idatha yekhwalithi ephezulu kudinga ukuqapha njalo, ukuhlanzwa, nokubuyekezwa ukuze kuqinisekiswe ukuthi ulwazi lunembile futhi lufanelekile.
  3. Ukwamukelwa komsebenzisi: Enye yezinselelo ezibalulekile zokuqalisa uhlelo lwe-CRM ukwenza abasebenzi balusebenzise ngokungaguquki nangempumelelo. Ukumelana noshintsho, ukuntula ukuqonda izinzuzo zesistimu, noma ukuqeqeshwa okunganele kungaholela emazingeni aphansi okuthathwa kwabasebenzisi, ekugcineni kulimaze amandla esistimu.
  4. Ukwenza ngendlela oyifisayo nokulinganisa: Amabhizinisi avame ukuba nezidingo nezinqubo ezihlukile okungenzeka ukuthi isixazululo se-CRM esiphuma ngaphandle kwebhokisi singasingathwanga ngokwanele. Ukwenza ngokwezifiso uhlelo lwe-CRM ukuze luhlangabezane nezidingo ezithile zebhizinisi kungase kudle isikhathi futhi kubize. Ngaphezu kwalokho, njengoba amabhizinisi ekhula futhi ethuthuka, uhlelo lwawo lwe-CRM kufanele lukwazi ukukala ngokufanele, okungaba inselele.
  5. Ukuhlanganiswa namanye amasistimu: Izinhlangano eziningi zisebenzisa amathuluzi esoftware ahlukahlukene kanye nezinkundla zemisebenzi yebhizinisi eyahlukene. Ukuhlanganisa lezi zinhlelo ezihlukene ne-CRM kungase kube inkimbinkimbi futhi kubize, kudinga ubuchwepheshe bezobuchwepheshe kanye nokugcinwa okuqhubekayo.
  6. Ukuphepha nobumfihlo: Amasistimu e-CRM aqukethe idatha yekhasimende ebucayi, okwenza ukuphepha kube ukukhathazeka okubalulekile. Ukuqinisekisa ubumfihlo nokuvikeleka kolwazi lwekhasimende kudinga izinyathelo eziqinile zokuvikela idatha, okuhlanganisa ukubethela, izilawuli zokufinyelela, nokugcinwa kwedatha okuvikelekile. Ukwengeza, izinhlangano kufanele zithobele imithetho efanele yokuvikela idatha, njenge-GDPR noma i-CCPA.
  7. I-ROI yokulinganisa: Ukunquma imbuyiselo ekutshalweni kwezimali (RIO) yesistimu ye-CRM ingaba inselele, njengoba izinzuzo zivame ukungaphatheki futhi kunzima ukuzilinganisela. Izinhlangano kufanele zenze imigomo ecacile nezinkomba zokusebenza ezibalulekile (I-KPIs) ukuhlola ukusebenza ngempumelelo kohlelo lwe-CRM futhi kuthethelelwe izindleko zalo eziqhubekayo.
  8. Shintsha ukuphathwa: Ukusebenzisa uhlelo lwe-CRM kuvame ukubandakanya izinguquko ezibalulekile ezinqubweni zebhizinisi namasiko enhlangano. Ukuphatha lolu shintsho kudinga ubuholi obuqinile, ukuxhumana okucacile, nokuthengwa kwabasebenzi ukuze kuqinisekiswe uguquko olushelelayo nokwamukelwa kwe-CRM okuphumelelayo.

Ngokubhekana nalezi zinselele kanye nokutshala imali kusixazululo esifanele se-CRM, amabhizinisi angavula amandla aphelele esistimu yawo ye-CRM futhi ajabulele izinzuzo eziningi ezinikezayo ekuthuthukiseni ubudlelwano bamakhasimende, ukwenza lula ukuthengisa nemizamo yokumaketha, kanye nokwenza ngcono ukusebenza kwebhizinisi kukonke.

Uma inkampani yakho ibheke ukusebenzisa isisombululo se-CRM, ifudukele ku-CRM entsha, noma idonsa kanzima ngokuthola imbuyiselo ekutshalweni kwezimali kusixazululo sakho samanje se-CRM, sicela ukhululeke ukuxhumana nefemu yami, DK New Media.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

Izihloko ezihlobene Nalesi

Buyela emuva kunkinobho phezulu
Close

I-Adblock itholiwe

Martech Zone iyakwazi ukukunikeza lokhu okuqukethwe ngaphandle kwenkokhiso ngoba senza imali ngesayithi yethu ngemali engenayo yezikhangiso, izixhumanisi ezingaphansi, noxhaso. Singajabula uma ungasusa i-ad blocker yakho njengoba ubuka isayithi lethu.