Namuhla, ngenxa yentuthuko yezobuchwepheshe, amabhizinisi awasadingi ukuncika ezindleleni zendabuko ukuze aqonde ukuziphatha komuntu. Ebhizinisini, ikhono elinjalo "lokufunda ingqondo" lihumusha ulwazi olubalulekile lwamakhasimende. Ngempela, emhlabeni lapho idatha manje isiyinkosi entsha, ukuzuza kwemininingwane yamakhasimende kungaba usizo kakhulu ekunqobeni umncintiswano futhi kushayele izinqumo zebhizinisi ezinolwazi.
Qhubeka ufunda ukuze uthole okwengeziwe mayelana nemininingwane yamakhasimende, ukubaluleka kwawo, izindlela nezindlela zokuwathwebula, nokuthi le mininingwane ingasiza kanjani ekwenzeni izinqumo zebhizinisi zamasu.
Okuqukethwe
1. Iyini imininingwane yamakhasimende nokuthi ibaluleke kangakanani
2. Izindlela nezindlela zokuqoqa imininingwane yamakhasimende
3. Ukushayela izinqumo zebhizinisi ngemininingwane yamakhasimende
4. Ukuxoxisana namakhasimende
Iyini imininingwane yamakhasimende nokuthi ibaluleke kangakanani
Imininingwane yekhasimende, evame ukubizwa nangokuthi imininingwane yabathengi, kucwaningwe kahle, ukuqonda okuqhutshwa idatha mayelana namakhasimende okusekelwe kudatha eqoqwe emithonjeni eminingi. Kusetshenziswa izindlela nezindlela ezihlukile ezihlukile, okuhlanganisa ubuchwepheshe besizindalwazi obufanelekile, idatha eningi yamakhasimende iyathathwa futhi ihlaziywe ukuze kuqondwe indlela abathenga ngayo futhi kusizakale ngamasu ebhizinisi asebenzayo angaphendula futhi aqondise kangcono ukuziphatha kwamakhasimende.
Imininingwane yekhasimende iphinde ibandakanye ukuchazwa kokuziphatha kwamakhasimende kanye nokushintsha kwamathrendi ahlobene ukuze uqonde kangcono uhambo lwamakhasimende lulonke futhi uthole ukuqonda okujulile kwalokho abakudingayo nabakulindele. Ngamafuphi, incazelo yemininingwane yekhasimende izungeza olwazini olusekelwe kudatha lokuziphatha kwamakhasimende, impendulo, kanye nezenzo ezihlobene nokuncamelayo.
Khonamanjalo, ukubaluleka kwemininingwane yekhasimende kuhlanganiswe ngokuyinhloko ngezinqubo zokuthatha izinqumo ezithuthukisiwe ezibandakanya ukusebenza kwebhizinisi okubalulekile nezinqubo, okuhlanganisa ukuthuthukiswa komkhiqizo nesevisi, amasu okuthengisa nokumaketha afana neziteshi zentengo nokusabalalisa, kanye namaqhinga okubandakanya amakhasimende. Zonke lezi zinqumo zihlose ngokuyisisekelo ukuthuthukisa isici esisodwa esibalulekile sebhizinisi: ulwazi lwamakhasimende (CX).
Lokhu kuyafezeka ngemva kokuthola ukuqonda okujulile okulindelwe ngamakhasimende kanye nokukwazi ukuhlinzeka ngemikhiqizo namasevisi ahlangabezana nokulindelwe kwawo ukuze kujulise ukusebenzelana nawo. Kanjalo, imininingwane yekhasimende ingaqhubeka iqinise futhi ithuthukise isimo sonke sokuthengisa nokumaketha sebhizinisi, okuhlanganisa nokukhulisa amathuba okuhlonza izimakethe ezintsha namathuba ebhizinisi. Ekugcineni, izinkampani ezisebenzisa imininingwane yamakhasimende ngempumelelo nazo zingazuza umkhawulo wokuncintisana ngaphezu kwezimbangi zazo ezimakethe.
Izindlela nezindlela zokuqoqa imininingwane yamakhasimende
Yize kunezindlela eziningi zokuqoqa imininingwane yamakhasimende, ziqoqwa ikakhulukazi ngamasu azenzakalelayo namasu okwenziwa ngesandla noma inhlanganisela yakho kokubili. Ukuze sithuthukise ukuqonda kwalezi zindlela futhi sizisebenzise ngempumelelo, ake sizibuyekeze ngokwalawa masu amabili ayinhloko:
Indlela ezenzakalelayo
Indlela ezenzakalelayo isho ukuqashwa kwamasu asekelwe kuwebhu noma aku-inthanethi kanye nesofthiwe esetshenziswa ukuqoqa imininingwane yamakhasimende. Zonke izinhlobo zokuxhumana okusekelwe kuwebhu namakhasimende, okuhlanganisa ukuxhumana kwezokuxhumana kanye nezincwadi ze-imeyili, ziyizibonelo zendlela enjalo ezenzakalelayo. Lawa marekhodi okuxhumana angabe eseqoqwa futhi ahlaziywe ngokuzenzakalelayo.
Okwamanje, nakuba ama-software amaningi ahlukene, okuhlanganisa i-Customer Relationship Management (CRM) kanye nesofthiwe ezishintshayo zokumaketha noma izinkundla, nazo zingadlala indima ekuqoqeni idatha yekhasimende, indlela ezenzakalelayo ehlanganisa konke I-CDP- Ipulatifomu Yedatha Yekhasimende. Lawa ma-CDP ayisofthiwe ehlanganisiwe esebenza ngokuhlanganyela nemithombo ehlukahlukene yedatha yokuziphatha kwamakhasimende, okwenziwayo, kanye nemininingwane yabantu, okuhlanganisa i-CRM nezinhlelo zokukhokhisa, ukuze le datha iqoqwe, ihlanganiswe, futhi ihlaziywe ukuze kuqhutshekwe nokumakethwa nezenzo zebhizinisi. Iningi lama-CDP kulezi zinsuku nawo ahlome ngokugcwele nge-AI kanye ne-algorithms yokufunda ngomshini kanye nokusebenza okufana i-analytics yokubikezela okunganikeza izibikezelo zesikhathi esizayo ezinamandla ngokuziphatha kwamakhasimende nezinqumo ezisekelwe kukho kokubili idatha yomlando neyesikhathi sangempela. Izibonelo zama-CDP zifaka phakathi I-Oracle Unity Customer Data Platform, I-Adobe Real-Time CDP, Salesforce Customer Data Platform, I-Microsoft Dynamics 365 Customer Insights, futhi nokuningi.
Ezinye zezindlela ezijwayelekile zokuqoqa idatha zekhasimende ezisetshenziswa kangcono ngalezi zixazululo ezizenzakalelayo zifaka:
- Okuqukethwe okwenziwe ngumsebenzisi: Nakuba lokhu kuhlobene kakhulu nokuqukethwe okusekelwe ezinkundleni zokuxhumana, kuhlanganisa okuningi, okuhlanganisa okuthunyelwe kwebhulogi okufanelekile nezingxoxo zenkundla. Ngokufanayo, amathuluzi azenzakalelayo angathwebula futhi ahlaziye okuqukethwe okukhiqizwa umsebenzisi nokusebenzisana njengengxenye yokuqoqwa kwedatha yemininingwane yamakhasimende.
- Ukubuyekezwa okuku-inthanethi: Ukubuyekezwa okuku-inthanethi okuvela emithonjeni ehlukahlukene kungaqoqwa futhi kuhlaziywe ama-CDP ahlukene ukuze uthole imininingwane ebalulekile yamakhasimende. Izibuyekezo eziku-inthanethi zibaluleka kakhulu kulezi zinsuku njengoba inhlolovo yakamuva iveze lokho ngaphezu kwama-90% abaphenduli uthe bahlole ukubuyekezwa kwe-inthanethi ngaphambi kokwenza izinqumo zokuthenga.
- Ukubuyekezwa kwezimbangi: Amathuluzi azenzakalelayo angasetshenziswa ukuqoqa idatha mayelana nezibuyekezo zezimbangi, njengoba u-Sun Tzu agcizelela ukubaluleka 'kokwazi isitha sakho' The Art of War. Kulezi zibuyekezo, amabhizinisi angathola imininingwane mayelana nokuma kwawo emakethe nokuthi amakhasimende abaqhudelana nawo abonwa kanjani.
- Idatha yewebhusayithi: Idatha ehlukahlukene yewebhusayithi, okuhlanganisa nedatha yokuziphatha eqoqwe ngokungenzi lutho njengesikhathi amakhasimende asichitha kumakhasi athile ewebhu ingaqoqwa futhi ihlaziywe ukuze kuqondwe kangcono okulindelwe amakhasimende. Amathuluzi okuhlaziya athile afana ne-Google Analytics ne-Hotjar asebenza kahle kakhulu kule njongo.
- Idatha yesevisi yekhasimende: Ukusebenzisana kwesevisi yekhasimende, imilando yokuthengwa kwekhasimende, nobufakazi yidatha engaqoqwa. Izindlela ezizenzakalelayo ziqinisekisa ukuqonda okuhlanganisa konke mayelana neleveli yokwaneliseka kwamakhasimende iyonke.
Indlela yokwenza mathupha
- Umbiko wekhasimende: Ngokusebenza, le ndlela ivame ukuqhutshwa ngazo zombili izindlela ezizenzakalelayo nezandla. Izinhlolovo eziku-inthanethi ziyindlela evamile ezenzakalelayo yokuqoqa impendulo yekhasimende, kuyilapho uhlu lwemibuzo oluqinile luyindlela evamile yokuqoqa impendulo ephathwayo.
- Izingxoxo zamakhasimende: Le ndlela imele indlela ethuthuke kakhulu yokuqoqa impendulo uma iqhathaniswa nezinhlolovo ezijwayelekile noma uhlu lwemibuzo. Izingxoxo zomuntu oyedwa zivame kakhulu ukuze uthole imininingwane eqondile nekhwalithi. Inqubo yemanuwali ibalulekile ekuqoqweni nasekuchazeni le miphumela yenhlolokhono.
- Amaqembu angaphakathi: Ukuze uthole ukuqonda okubanzi okwengeziwe kwemininingwane yamakhasimende, Kubalulekile ngokufanayo ukuqonda ukuthi abasebenzi abasebenza eduze namakhasimende bacabanga kanjani. Enanela i ukuhlakanipha kwasendulo of: "Lowo owazi abanye uhlakaniphile, kodwa lowo ozaziyo ukhanyiselwe", lokhu futhi kusebenza njengethuba lenkampani ukuze izuze ukuzazi okujulile.
- Idatha Yenkampani Yangaphandle: Ulwazi olutholwe ngamawebhusayithi ezinkampani zangaphandle noma oluqoqwe kwabaqhudelana nabo ngokuvamile lungaphansi kokuhlaziywa mathupha ukuze kuchazwe ikhwalithi.
Ukushayela izinqumo zebhizinisi ngemininingwane yamakhasimende
Okwenziwa ngokwezifiso kwamakhasimende
Ukwaziswa kwamakhasimende okuqoqwe kahle futhi kwahlaziywa kahle kungaholela ezinqumweni zebhizinisi ezihambisanayo ezengeziwe ezivela ezicini ezihlukahlukene zebhizinisi, noma ngabe ngokokuxhumana namakhasimende, izincomo zomkhiqizo, amasu okuqukethwe, ukuthengisa nokuqaliswa komkhankaso wokumaketha kanye nokwesekwa kwamakhasimende.
Ngesici sokuhlanganisa idatha yekhasimende sama-CDP, imininingwane yamakhasimende ebalulekile ingatholwa ukuze kusungulwe i-orchestration yohambo lwamakhasimende, egcina isize ukuthuthukisa ngokufanele inqubo yokuhlela nokuhlaziya zonke izinyathelo zokusebenzisana kwamakhasimende nezinkampani.
Ukuthuthukisa iminikelo yomkhiqizo nesevisi
Ukusebenzisa imininingwane yekhasimende ukuhlonza izidingo zekhasimende kusho ukuqaliswa kwezahluko ezintsha ekuthuthukisweni komkhiqizo nesevisi kumabhizinisi amaningi njengokusungulwa kwakho kokubili indlela yokuthuthukisa umkhiqizo eqhutshwa yidatha futhi egxile kumakhasimende.
Esikhundleni sokulandela indlela yokuthuthukiswa komkhiqizo ojwayelekile encike kakhulu kudatha yomlando, imininingwane yamakhasimende ivumela izinkampani ukuthi zigxile ezidingweni zamakhasimende nasezindaweni lapho ukuthuthukiswa kuyadingeka khona ngokusekelwe kumpendulo yabo yesikhathi sangempela. Izici ezingcono kakhulu zomkhiqizo zingathuthukiswa ngokuhambisana nezinjongo zombili zebhizinisi nokwaneliseka kwamakhasimende, kunokuncika kumathrendi embonini kanye nedatha yocwaningo lwemakethe evamile.
Ukuthuthukisa imikhankaso yokumaketha
Ngemininingwane yesikhathi sangempela yamakhasimende, amasu okumaketha, nemikhankaso ingaqondiswa kakhulu futhi ivumelane nezimo ezibuyekeziwe nokuziphatha kwamakhasimende. Lokhu kuvumela imizamo yokuthengisa eyengeziwe eklanyelwe amakhasimende angabonisana nayo kangcono ngokusekelwe kumininingwane eqoqiwe.
Imephu yohambo lwamakhasimende lwakamuva kanye nedatha ephelele eqoqwe futhi yahlaziywa emithonjeni eminingi ithuthukisa amasu okuthengisa jikelele kanye nokuhlelela imikhankaso ezayo. Lesi sithuthukisi sibonakala ngenhlanganisela yokuphathwa kwedatha kanye nokuhlaziya okubikezelayo okugxile kulokho okuthandwa ngamakhasimende futhi kuqede amaphuzu obuhlungu avamile ukuze kuthuthukiswe ukwenziwa kwebhrendi kanye nokuqalisa izinhlobo ezinomthelela kakhulu zemikhankaso.
Ukuthuthukisa amasu okugcina ikhasimende
Izinyathelo zokugcinwa kwamakhasimende zingathuthukiswa ngokusebenzisa imininingwane yekhasimende ngezindlela ezihlukahlukene. Kusukela ekuthuthukisweni komkhiqizo jikelele, ikhwalithi yomkhiqizo kanye nesevisi yamakhasimende, kanye nemibono yokusekelwa kwamakhasimende, amathuba okugcinwa kwamakhasimende angakhula kakhulu ngentuthuko ebanzi kulezi zindawo.
Ngesikhathi esifanayo, amasu awonke okugcina ikhasimende angaguqulwa ngokuyisisekelo ngokuqonda ukuthi kungani amakhasimende aziphatha kanjani nokuthi yini ewakhuthaza ngempela. Amasu okugcina anembe kakhudlwana futhi asebenza ngempumelelo angathuthukiswa ukuze kubhekwane nezidingo zabo kangcono. Amandla ezibalo ezibikezelayo aphinde abonise ukuthi ukuxova kwamakhasimende kungabikezelwa ngokunembe kakhudlwana, okuvumela ukuthuthukiswa kwamasu aqondiswe kakhulu okunciphisa ukuxokozela.
Ukuxoxisana namakhasimende
Empeleni, imininingwane yekhasimende imayelana nokuhlanganisa ukuzizwisa kwekhasimende ukuze kuhambisane nalokho amakhasimende akufunayo. Izinkampani zidinga imininingwane ephusile yamakhasimende ukuze zixhumane kangcono namakhasimende ukuze zithuthukise ulwazi lwamakhasimende futhi ziqhubekisele phambili ukwethembeka.
Kokubili amasu okuzenzakalelayo nawezandla angasiza ekuqoqeni imininingwane yekhasimende kodwa ngokugxila okuhlukile njengoba amasu okwenziwa ngokuvamile egxila ezicini zekhwalithi ezengeziwe, ezisathembele kakhulu ekuchazeni abantu. Kusetshenziswa lezi zindlela ezimbili, noma inhlanganisela yazo zombili, imininingwane yekhasimende ingatholwa ngempumelelo ngezindlela ezihlukahlukene, ezigcina zibe yingxenye yemithombo ebanzi yemininingwane yamakhasimende ngokuhambisana nenye idatha yokwenziwayo noma idatha yesofthiwe ye-CRM. Kusukela kokuhlangenwe nakho kwekhasimende komuntu siqu kuye ekuthuthukiseni amasu okugcina ikhasimende, imininingwane yekhasimende ibonakale iwusizo ekusizeni amabhizinisi enze izinqumo zebhizinisi zamasu.
Ukuze uthole ulwazi oluthe xaxa olusesikhathini samanje neziqondiso mayelana nemininingwane yamakhasimende, vakashela I-Chovm.com Iyafunda njalo ukuze uhlale unolwazi mayelana namathrendi akamuva ebhizinisi lamazwe ngamazwe kanye nezindlela ezihamba phambili.
