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Ubuciko Nesayensi Yokuthuthukisa Uhambo Lwekhasimende ngo-2023

Ukuthuthukisa uhambo lwamakhasimende kudinga ukunakwa njalo njengoba izinkampani zilungisa amasu azo ukuze zishintshe ngokushesha izitayela zabathengi, imikhuba yokuthenga, kanye nezimo zomnotho. Abathengisi abaningi badinga ukulungisa amasu abo ngokushesha…

Kufika kumaphesenti angu-60 okuthengisa okungahle kube khona lapho amakhasimende ezwakalisa inhloso yokuthenga kodwa agcine ehluleka ukwenza okuthile. Ngokocwaningo lwezingxoxo zokuthengisa ezirekhodiwe ezingaphezu kwezigidi ezingu-2.5.

I-Harvard Business Review

Ikakhulukazi endaweni yanamuhla yokuthenga yedijithali, izinkampani kufanele zibe ubuciko nesayensi yokuthuthukisa uhambo lwamakhasimende noma ubungozi bokulahlekelwa ukuthengisa, ukuhlukanisa amakhasimende, kanye nokunciphisa ukugqama komkhiqizo. 

Kumabhizinisi afuna ukujwayelana namathrendi akamuva, nazi izindlela ezinhlanu ezihamba phambili zokuthuthukisa i-orchestration yohambo lwekhasimende lomkhiqizo ngo-2023. 

1. Hlakulela Ukuthuthukiswa Kohambo Lwekhasimende (CJO)

Amabhrendi kufanele acabange kabusha uhambo lwawo lwamanje lwamakhasimende nezindlela zokucula ukuze azihlukanise ngo-2023 nangale kwalokho. Imibono ecatshangelwe ngaphambili idinga ukulahlwa futhi kufakwe esikhundleni imodeli yephrothokholi esabelayo, eqhutshwa ukuhlaziya eqhutshwa uhlaziyo. 

Kulo olusha I-CJO imodeli, i-analytics ne-orchestration layer ebheke amakhasimende kanye namathemba kufanele asebenzise izibalo zesikhathi sangempela ezithuthukisiwe namaphrofayili aqhubekayo ukuze akhombe ikhasimende ezinqubweni ezilandelayo eziqhuba ukwethembeka, ukwandisa ukuthengisa, nokukhuthaza ukusimama. 

Amabhrendi angathuthuka AI ukuze udale umuzwa obukhoma, oshukumisayo ozwayo futhi osabela ekuzibandakanyeni kwekhasimende ekwenzeni umsebenzi wezandla nokusabalalisa ukusebenzelana okusha, kwesikhathi sangempela. 

2. Thembela ku-Real-Time Interaction Management (RTIM)

Imikhiqizo ingaphendukela ku I-RTIM ukuletha impendulo ephezulu kakhulu namazinga okuguqulwa.

Iningi labathengi banamuhla bedijithali, okuhlanganisa I-Gen Z, izinkulungwane zeminyaka ezincane, kanye nama-tech-savvy boomers, balindele ukuzuza inani eliphezulu lapho betshala imali ekusebenzisaneni kwesiteshi. Nokho…

Amaphesenti angama-44 abathengi bakwa-Gen Z kanye namaphesenti angama-43 ezinkulungwane zeminyaka asebenzise umzamo omkhulu kunokulindelekile ukuze aqedele ukusebenzelana.

I-Verint

Onyakeni ozayo, isikhathi siyimali entsha. Ukuthembela esu le-RTIM eliqhutshwa ukuhlaziya okuthuthukile kanye nezivumelwano ezithuthukisiwe ze-AI kuyindlela engcono kakhulu yokuqinisekisa ukuthi ukushintshaniswa kwenani kuyaqedwa ngendlela ekhuthaza ukuxhumana okungokomzwelo nomkhiqizo futhi ihlonze amaphuzu obuhlungu angenzeka ukuze kuthuthukiswe uhambo lokuthenga futhi elibhekele okulindelwe ngabathengi. 

3. Yamukela i-Hyper-personalization 

Ngokuhamba kwesikhathi kuwuhlobo lwemali olusha, ukhiye wokudala abathembekile bomkhiqizo kumodeli entsha yedijithali ukwenza kube ngokwakho konke ukuxhumana. Ikakhulukazi, okuqukethwe okwedlule okunikezwe ikhasimende noma okulindelwe kufanele kwakhelwe kukho ekushintshisaneni okulandelayo. 

Ngamanye amazwi, isenzo ngasinye esilandelayo kufanele sibe nenani elengeziwe ngokombono wekhasimende.

At I-Verticurl, siphayona okuqukethwe okuqhutshwa yi-AI okudalwe ngesikhathi sangempela ngokusekelwe kuhlobo lokusebenzelana kwamakhasimende, siqonda ukuthi ukwenza umuntu kube ngokwakho kubaluleke kakhulu ekuxhumaneni namakhasimende. 

Ngaleso sikhathi, amabhrendi amaningi ayaqhubeka nokuthembela Kuhlelo Lokulawulwa Kokuqukethwe olumile (CMS), iqhubekisela phambili okuqukethwe, okungenzeka emhlabeni wanamuhla osheshayo, owokuqala wedijithali, okungenzeka ukuthi sekuphelelwe isikhathi futhi akuhambisani nezithameli ezilindele imbuyiselo yenani eliphezulu ekutshalweni kwazo kwesikhathi. 

Kalula nje, ukuze uphumelele onyakeni ozayo, amabhrendi azoletha okuqukethwe okucebile ngokuqhubekayo, okuqondiswe kakhulu.

4. Hlanganisa Isegimenti Eguquka Ngokuqhubekayo 

Imikhiqizo ewinayo enkathini yedijithali ifuna ukuguqula ukuthinta okungaziwa okukhiqizwa ukukhangisa kube amathemba aziwayo namakhasimende. Lokhu kubaluleke kakhulu okufanele izinkampani zizifeze ngokushesha ngangokunokwenzeka futhi kukho konke ukuxhumana kwamakhasimende.

Lokhu kufezwa ngedijithali ngokuzibandakanya ku

ukushintshaniswa kwenani imodeli namakhasimende namathemba. 

Le modeli ifuna ukunikeza inani elicacile kumakhasimende angaziwa kanye nethuba lokuzibonakalisa ngokuwaklomelisa, ukuwanxephezela, noma ukuwakhuthaza ngamavelu abambekayo nangokomzwelo. 

5. Hlanganisa “Irekhodi Legolide” Lekhasimende 360-Degree 

Ingqalasizinda yedatha eyisisekelo evumela izinqubo ezihamba phambili ezingenhla ihlala ekudaleni ikhasimende Irekhodi Legolide elingu-360-degree. 

Lo mzamo wokwenza iphrofayela oqhubekayo ogxile ekushintshanisweni kwenani kufanele uqoqe ulwazi ukuze uqedele umgomo womhlahlandlela we-80/20, oncike ekuphrofayilini okuqhubekayo ukuze unikeze ukubuka kwekhasimende okukodwa kuwo wonke amaphoyinti wokuthinta. 

Ngokuqondile, gxila ekukhuthazeni amakhasimende ukuthi ahlinzeke 20 amaphesenti kwedatha ehlinzekayo Amaphesenti angu-80 yenani. Lokhu kungase kuhlanganise isikhathi, izincomo zomkhiqizo, noma izikhuthazo zezimali ezifana nekhuphoni nezaphulelo. 

I-Case Study Ekuvalweni 

Ngokuphawulekayo, ukuphakama kwezinga lokuhlanganisa kuwo wonke lawa makhono amahlanu, liba likhulu inani lokusebenzelana kwamakhasimende ngakunye okulandelayo.

Isibonelo, cabangela uhlobo olubalulekile lokudla kwesilwane esifuywayo emhlabeni wonke oluhlose ukugxila kusilwane esifuywayo esikhundleni somzali oyisilwane. Umkhiqizo usebenzisa amakhono angenhla ukuze uqhubeke nokwakha iphrofayili eqhubekayo yesilwane esifuywayo, ukuqoqa idatha efanele ukwazisa uhambo lwamakhasimende. 

Kuleli klayenti, i-Verticurl isebenzisa izethulo zesikhathi sangempela, eziqhubekayo zokuphatha okuqukethwe kumakhasimende namathemba anyuse kakhulu amazinga ezingxoxo kuzo zonke eziningi. I-KPIs

Ngokumaketha amafomula okudla kwesilwane esifuywayo ngokwezifiso kusetshenziswa ulwazi olujulile lwesilwane esifuywayo, bakha isibopho esingokomzwelo nomnikazi wesilwane esifuywayo esiqhubekisela phambili ukwethembeka komkhiqizo kumazinga angeke ahlanganiswe amabhrendi angazibandakanyi ekusondelaneni kwekhasimende/isilwane esifuywayo somuntu siqu.

Le nqubo ihlangana nabathengi lapho bekhona, ibabandakanya ngokuqukethwe komuntu siqu kakhulu, okuhlobene okuthuthukisa ngokuqhubekayo uhambo lwamakhasimende, ekugcineni kuguqule amathuba ekuletheni imiphumela ehlala njalo. 

UDennis DeGregor

U-Dennis DeGregor usebenza njengePhini Likamongameli, I-Global Experience Data Practice, e-Verticurl, a I-WPP inkampani kanye nengxenye ye-Ogilvy Group. U-Dennis unerekhodi elibanzi le-client-side track nemikhiqizo ye-Fortune 500 ekuguqulweni kwe-CX yebhizinisi, isu ledatha, izibalo, nobuchwepheshe obusebenzayo ukuze kuzuze ibhizinisi eliqhudelanayo. U-Dennis waziwa ngokwakha amaqembu asebenza kahle kakhulu asheshisa izinhlelo zokuguqula ulwazi zamakhasimende ekupheleni-to-ekupheleni ngokusungula isu ledatha. Ubhale izincwadi ezimbili ngesihloko sedatha yebhizinisi, i-AI yamasu, nokusebenzisa i-inthanethi yomhlaba wonke ukuze kuzuze ukuncintisana ngokuguqulwa kwe-CX eqhutshwa yidatha: Ama-HAILO: Ukuncintisana ku-AI ku-Post-Google Era futhi I-Customer-Transparent Enterprise.

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