Khawufane ucinge ukuba unesixhobo esiyimfihlo esinokuguqula yonke intsebenziswano yabathengi ibe libali lempumelelo. Yile nto ithembisa inkqubo yempumelelo yomthengi eyenziwe kakuhle. Ngabaxumi abaxhomekeke kwiimveliso zakho ukuhlangabezana neemfuno zabo, iintambo ziphezulu-kodwa kunjalo nemivuzo.
Utyalo-mali kwinkqubo yokuphumelela kwabathengi ayisosicwangciso nje sokunceda abathengi bakho; iqinisekisa ukuba ishishini lakho liyaphumelela ecaleni kwabo. Ngapha koko, ngokutsho kophando lweForrester, inkqubo eyenziwe kakuhle inokuvelisa into entle 91% ROI kwisithuba seminyaka emithathu.
Oko kwathiwa, yintoni inkqubo yokuphumelela kwabathengi, kwaye ungayakha njani? Kwesi sikhokelo, siya kudlula kuyo yonke into odinga ukuyazi malunga nokwakha inkqubo yempumelelo yomthengi, ukubaluleka kwayo, kunye namanyathelo ekufuneka uwathathe ukwenza inkqubo egqibeleleyo yokunceda abathengi bakho bakhulise ishishini lakho. Qhubeka ufunda ukuze ufunde ngakumbi.
Isiqulatho
Yintoni impumelelo yabathengi?
Ukubaluleka kwenkqubo yokuphumelela kwabathengi
Uyenza njani inkqubo yokuphumelela kwabathengi
isiphelo
Yintoni impumelelo yabathengi?
Impumelelo yabathengi iyenzeka xa abathengi bethanda isisombululo osinika sona kwiingxaki zabo kangangokuba bafuna ukugcina iimveliso kunye neenkonzo zakho kwixesha elide. Ibandakanya ukwakha ubudlelwane obuhlala ixesha elide kunye nokuqonda iinjongo zabathengi.
Ukuze impumelelo yabathengi ifezekiswe, abaphathi bempumelelo yabathengi kunye namaqela abo okuthengisa kufuneka basebenzisane nabathengi kulo lonke uhambo lwabo kuyo yonke indawo yokunxibelelana neshishini lakho.
Ukubaluleka kwenkqubo yokuphumelela kwabathengi
Ukutyala imali kwimpumelelo yabathengi kubalulekile kwibhrendi yakho. Xa ishishini lakho livumela abathengi bakho ukuba bafezekise iinjongo zabo, amathuba abo okuqhubeka nobudlelwane babo nawe ayondiswa. Makhe sijonge ezinye zezibonelelo zokwamkela isicwangciso sokuphumelela kwabathengi.
1. Yandisa ingeniso
Esinye sezizathu eziphambili zokuba iinkampani zigxile kwimpumelelo yabathengi kukukhulisa ingeniso yabo. Ngokophononongo olwenziwe ngu HubSpot, I-70% yemibutho enengeniso ekhulayo ifumana impumelelo yabathengi "njengebaluleke kakhulu." Iipesenti ezingama-49 zeenkampani ezinengeniso emileyo zithathela ingqalelo impumelelo yabathengi “ibaluleke kakhulu.”
Enjalo umbiko Kwakhona kwafumanisa ukuba i-55% yeenkampani ezikhulayo zathi ukusebenzisa iqhinga lokuphumelela kwabathengi "kubaluleke kakhulu," kunye ne-29% yeenkampani ezingakhuliyo zithi iinkqubo "zibaluleke kakhulu" kwishishini labo. Ke ngoko, olu phononongo lubonisa ukuba iinkampani ezityala imali kwiinkqubo zokuphumelela kwabathengi zikholisa ukuba nembuyekezo entle kutyalo-mali lwazo.
2. Ukunciphisa iindleko zokufumana
Xa abathengi befezekisa iinjongo zabo ngenxa yeminikelo yakho, baya kudibanisa impumelelo yabo kwinkampani yakho. Oku kukhokelela ekuncitshisweni kweendleko zokufunyanwa kwabathengi kuba izinga lokugcinwa kwabathengi liyaphucuka. Endaweni yokukhangela imveliso okanye inkonzo yomntu okhuphisana naye, abathengi baya kubuyela kwishishini lakho kuba baziva beqinisekile ukuba isisombululo sakho sombulula ingxaki yabo.
Ukongeza kuloo nto, abathengi abanelisekileyo banokubelana ngamabali empumelelo kunye nemveliso yakho kwaye bayincome kwabanye. Baye baba ngabameli bophawu lwakho abathengisa ishishini lakho kwabanye abathengi abanokubakho. Oku kukhokelela ekunyukeni kwinqanaba lokuthunyelwa kwabathengi, ukunciphisa ixesha kunye nezixhobo ozinikezelayo ukutsala kunye nokubamba abathengi abatsha.
3. Amathuba okuthengisa kunye namathuba okuthengisa
Iinkqubo zempumelelo yabathengi zibonelela ngamathuba avumela ukuba ishishini lakho lizibandakanye nabaphulaphuli bakho. Undoqo uphando lufumanise ukuba iinkampani ezisebenzisa iinkqubo zempumelelo yabathengi zirekhode ngokuphindwe kabini unxibelelwano oluninzi kunezo zingenayo.
Ke, amaqela akho ayakwazi ukuthengisa kwaye uthengise kubathengi ababandakanyekayo. Abaphathi bempumelelo yabathengi banokulungiselela imiceli mngeni abanokuthi abathengi bahlangane nayo emva koko banxibelelane nabo malunga nendlela ukuphuculwa kwephakheji yabo yangoku kuya kumisa umba abajongene nawo.
4. Nciphisa i-churn yabathengi
Inkqubo yempumelelo yomthengi inceda ekunciphiseni ukuqhawuka kwabathengi kunye nokwandisa ukugcinwa kwabathengi. I-churn yabathengi yenzeka xa umsebenzisi ethenga kwiwebhusayithi yakho kwaye ngesizathu esithile akabuyi.
Uphononongo olufanayo ngo Undoqo yabona iinkampani ezityale imali kwinkqubo yempumelelo yabathengi zinciphisa amazinga azo nge-2-3%. Iinkampani ziye zakwazi ukuseta iincwadi zokudlala kunye nezilumkiso ezizenzekelayo ezinokuthi zibaxelele xa umthengi enokuthi aqhube. Ngokwenza oku, baye bakwazi ukuchonga amathuba okukhulisa abathengi abangonelisekanga abanokuthi bakhethe umntu okhuphisana nabo.
Uyenza njani inkqubo yokuphumelela kwabathengi
Nasi isikhokelo sendlela yokuyila isicwangciso sempumelelo yabathengi ukufikelela kwiinjongo zeshishini lakho.
1. Yazi injongo yokugqibela yomthengi
Izinto zokuqala kuqala, kufuneka uqonde ukuba kutheni abathengi bethenga imveliso yakho. Ngokomzekelo, umntu akanakuthengela umatshini wokucheba ingca kuba nje ewufuna. Kwicala le-flip, ukuba bafuna enye kwishishini labo lokukhathalela ingca, banokulithenga.
Oku kuthetha ukuba wonke umthengi unenjongo yokugqibela engqondweni xa uthenga; kungoko, ukuchonga apho imveliso yeshishini lakho ingena kulo nxaki kubalulekile. Ke, ungasebenzisa umntu wabathengi ukwahlula abathengi ngokusekwe kwiimveliso ezizalisekisa iimfuno zabo.
Qala ngokufumana abathengi abona bafanelekileyo kwinkqubo yakho yempumelelo yabathengi. Ukuba ufuna ukwandisa amathuba okuphumelela kwabathengi, uya kufuna ukuqiniseka ukuba ujolise kubaphulaphuli bexabiso eliphezulu abalilungele ishishini lakho.
Yenza uhlalutyo lwedatha esemgangathweni usebenzisa izicwangciso ezifana nokuqhuba uphando lwamanqaku okukhuthaza umnatha wokulandela ukukhankanywa kweendaba zoluntu okanye iingxelo zokusetyenziswa kwemveliso. Ukwenza oku kuya kukunceda wazi injongo yabo yokugqibela kwaye kukuvumela ukuba wenze izisombululo eziya kujongana ngokukodwa nezinto ezibaxhalabisayo.
2. Yenza iqela
Nje ukuba uyazi ukuba ngubani umthengi wakho ofanelekileyo kunye neenjongo abafuna ukuzifezekisa, lixesha lokuhlanganisa iqela lempumelelo yabathengi. Ngaphandle kweqela, abathengi bakho baya kufumana iimveliso kunye neenkonzo ozinikezelayo njengengcebiso kunamanyathelo okufumana impumelelo.
Ukwakha iqela kubonisa ukuba ishishini lakho lizinikele ekuncedeni abathengi bakho bafikelele kwiinjongo zabo. Ngokuhamba kwexesha, ukuthembana kuyakha ngenxa yobudlelwane obuhle abanabo neqela lakho, nto leyo eyandisa amathuba abo okuphinda ukuthenga.
Njengoko useka iqela lempumelelo yabathengi (CS), unokuqesha umphathi wempumelelo yabathengi bangaphandle. Nangona kunjalo, ukufumana italente kwiqela lakho elinezakhono ezifanelekileyo zokunxibelelana kuya kwanela.
Indawo elungileyo apho unokufumana khona abantu abafanelekileyo bokwakha iqela lempumelelo yabathengi kubandakanya inkxaso yakho yabathengi okanye isebe lentengiso njengoko aba basebenzi benolwazi olwaneleyo malunga neemveliso zakho kunye neminyaka eliqela yamava okuphatha imibuzo yabathengi.
3. Fumana izixhobo ezifanelekileyo zokunceda abathengi bafezekise iziphumo ezifunwayo
Ngaphambi kokuba wenze isicwangciso sakho, kufuneka wazi ukuba ngaba kufuneka utyale imali kwi-automated okanye isicwangciso sempumelelo somthengi. Iinkqubo zeManuwali zifuna ukuba wenze iinkqubo kwaye uzenze ngokwakho, oko kukuthi, ukuba unezixhobo ezilinganiselweyo zezisombululo ezizenzekelayo.
Kwelinye icala, iinkqubo zempumelelo yabathengi ezizenzekelayo zinokulawula iinzame zakho kwaye zenze ukulinganisa impumelelo kube lula. Baneempawu ezifana nezilumkiso ezizenzekelayo, iingxelo zesimo somthengi ezikunceda ukuba ugcine umkhondo wenkqubela phambili yomthengi ngamnye. Eminye imizekelo phezulu software impumelelo umthengi ungasebenzisa ibandakanya Torongo, HubSpot, Ukubona kwangaphambili, yaye Amity.
4. Phuhlisa imephu yendlela yempumelelo
Inyathelo elilandelayo ekudaleni isicwangciso se-CS kukuchaza uhambo lwabathengi kunye nokuchonga amathuba apho ishishini lakho linokwenza impembelelo. Funda eyakho imephu yohambo lwabathengi kwaye ujonge imiceli mngeni ekunokwenzeka ukuba ujongane nayo kwinqanaba ngalinye, emva koko wazi ukuba ngawaphi amanyathelo omawuthathe ukuqinisekisa impumelelo yabathengi xa bedibana nemiqobo yendlela.
Ukuba unengxaki yokuza nezimvo, zibuze le mibuzo:
- Ithini injongo yokugqibela kwinqanaba ngalinye lohambo lwabathengi?
- Uza kuzuza ntoni umthengi kwinqanaba ngalinye?
- Kukweliphi inqanaba apho imveliso yakho iyasilela ukuhlangabezana nolindelo lwabo?
- Kukweliphi inqanaba apho abantu okhuphisana nabo banokuphembelela abathengi bakho?
- Yeyiphi indlela oya kuyisebenzisa ukulandelela abathengi abangonwabanga ngenkqubela yabo kuhambo lwabathengi?
Uyakufuna kwakhona ukujonga ukuba amalungu eqela lakho aya kunxibelelana njani nabathengi kunye nexesha kunye nejelo lonxibelelwano. Oku kuya kukunceda uqinisekise ukuba iinzame zakho ziphuma ziluncedo kangangoko ukunceda umthengi ukuba afezekise injongo yakhe.
5. Track KPIs
Ukuseka i-metrics yakho kubalulekile ukukunceda ukulandelela ukusebenza kwesicwangciso sakho. Khumbula ukuba impumelelo yomthengi lubudlelwane phakathi kweshishini lakho kunye nomthengi; ke ngoko, qinisekisa ukuba iimetrics zakho zilinganisa zombini umthengi kunye nempumelelo yenkampani yakho.
Iimpawu eziphambili zokusebenza ukulinganisa zibandakanya ixabiso lobomi bomthengi kunye neendleko zokufunyanwa kwabathengi ukulandelela impembelelo yabo kwinkampani yakho, kunye Ireyithi yokuhamba, NPS, kunye nenqaku lomgudu wabathengi kwicala labathengi. Ukudibanisa zombini kukunceda ufumane umfanekiso ocacileyo wokuba amaqela omabini ayazuza kwiinzame zeqela lakho.
6. Gxininisa kwinto enye ngexesha
Ngeli xesha inkqubo yakho ye-CS sele iphezulu kwaye iyasebenza. Nangona kunjalo, umngeni unokuvela kwinto emayigxile kuyo ukuqinisekisa ukuba omabini amaqela ayaxhamla omnye komnye.
Ukwenza utshintsho oluninzi ngaxeshanye kunokumoyisa umthengi wakho, nokuba oko kukulungele. Ngaphaya koko, kunokuba nzima ukulinganisa impembelelo yalo lonke utshintsho olwenzayo. Indlela efanelekileyo kukwenza utshintsho olunye ngexesha ukuze ube nomfanekiso ocacileyo wezinto ezisebenzayo nalapho kufuneka ukulungiswa kakuhle.
isiphelo
Ukuba nesicwangciso sokuphumelela kwabathengi kubalulekile kwibhrendi yakho, ngakumbi kukhuphiswano lwanamhlanje kushishino. Inokukunceda ukonyusa ingeniso yakho, yandise ukunyaniseka kwabathengi, kwaye unciphise iindleko zokufumana abathengi. Ngeengcebiso kwesi sikhokelo, ukudala isicwangciso esisebenzayo se-CS akufanele kube ngumsebenzi onzima. Okokugqibela kodwa kungancinci, ungafumana iingcebiso zoshishino ezinengqiqo ezinje ngale I-Chovm.com ifundeka blog.
