I-Competitive Intelligence: Ungayisebenzisa Kanjani Ukuze Uzuze

Ubuhlakani bokuncintisana - ukuqapha eduze kwemiyalezo, imikhiqizo, namaqhinga wezimbangi - kuyingxenye ebalulekile yanoma yiliphi isu lokumaketha, ukusiza amabhizinisi ukuthi ahlale phambili futhi enze izinqumo ezihlakaniphile zokuphumelela okuthuthukisiwe kwesikhathi eside.

Ngaphandle kokubaluleka kwakho, ukufunda imibiko, ukujeqeza idatha ye-CRM, nokuskena inkundla yezokuxhumana yabaqhudelana nabo kanye namawebhusayithi kungazwakala njengomsebenzi onzima kunomsebenzi ozuzisayo. Amabhizinisi angase abe nekhadi elilodwa lempi leqembu lawo lokuthengisa futhi alibuyekeze kanye ngonyaka. Kepha ubuhlakani bangempela, obunamandla bokuncintisana kufanele budlulele ngale kwalokho.

Lapha, sizohlola ukuthi buyini ngempela ubuhlakani bokuncintisana nokuthi izinkampani zingalusebenzisa kanjani kangcono ulwazi olutholakala ngokukhululekile ukuze zithole isandla esiphezulu kulabo abaqhudelana nabo.

Okuqukethwe
Kuyini ukuhlakanipha kokuncintisana, futhi kungani kubalulekile?
Izinhlobo zobuhlakani bokuncintisana
Izinyathelo ezi-5 zocwaningo lwezobunhloli oluthuthukisiwe
Imithombo ephezulu yamabhizinisi ukuqoqa ubuhlakani bokuncintisana
Ukuhlanganisa

Kuyini ukuhlakanipha kokuncintisana, futhi kungani kubalulekile?

I-Competitive intelligence (CI) ihlanganisa ukuqoqa idatha yamasu ngomncintiswano kanye nemakethe ukwenza izinqumo zebhizinisi ezinolwazi. Kungase kuhlanganise yonke into kusukela ekuqapheni umsebenzi wabo wenkundla yezokuxhumana, amanani entengo, ukuma kwebhrendi, ukunikezwa kwemikhiqizo, noma ukuthunyelwa kwemisebenzi. Umgomo uwukuthatha lolu lwazi nokwenza isithombe esicacile sesu lesimbangi.

Isu eliqinile lokuncintisana lobuhlakani lingasiza amabhizinisi ukuhlela ngokuzethemba umnyakazo wawo olandelayo. Ngokuqonda ukuthi yini izimbangi abahlose ukuyifinyelela, amabhrendi angahlala ngaphambi kwegeyimu futhi alolonge indlela yawo ngezindlela ezihloselwe ukusikisela amathuba empumelelo ngokuvuna kwawo.

Kungani ubuhlakani bokuncintisana bubalulekile

Ubuhlakani bokuncintisana busiza amabhizinisi enze izinqumo eziqhutshwa yidatha esikhundleni sokuthembela ekuqageleni. Umphumela? Ukuqaliswa okusheshayo futhi uthole imiphumela engcono. Ngokwesibonelo:

• Amaqembu okuthengisa angakwazi ukulungisa kalula izinkundla zawo ukuze aphikisane nezimangalo noma ubuthakathaka babaqhudelani

• Ithimba lezentengiso lingakwazi ukuhlela kahle imilayezo yalo ukuze ligqame emqhudelwaneni

• Amaqembu omkhiqizo angahlela izici ezintsha okungenzeka ukuthi izimbangi bazigejile

I-CI iphinde ivumele izinkampani ukuthi zibone izitayela ngokushesha, zihlangabezane nezidingo zemakethe, futhi zibhekane nezinselele ngaphambi kwabaqhudelana nabo. Kuyindlela enhle yokuthola inzuzo yokuncintisana njalo ngokuhamba kwesikhathi.

Izinhlobo zobuhlakani bokuncintisana

1. Ubuhlakani bokuncintisana bamasu

Ubuhlakani beqhinga lokuncintisana busiza ekulolongeni imigomo yesikhathi eside nesiqondiso sebhizinisi. Iphatha okungaphezu nje kwezinqumo zansuku zonke, iqondisa amabhrendi ekuhleleni izithombe ezinkulu kakhulu.

Isibonelo, izinkampani zingasebenzisa ubuhlakani bokuncintisana bamasu ukuze zinqume ukuthi zingahlola nini ukuhlanganiswa noma ukutholwa. Kungasiza futhi ukuhlela ukuthi ungafinyelela nini ukuze uthole isabelo semakethe esengeziwe noma unwebele ezindaweni ezintsha. Ubuhlakani bamaqhinga bokuncintisana bunganikeza yonke imininingwane amabhizinisi ayidingayo ukuze enze izinqumo zokubheka phambili ezihambisana nezinjongo zabo ezibanzi.

2. Ubuhlakani bokuncintisana bobuchule

Ubuhlakani bokuncintisana bobuchule bubhekana nezinqumo ezinolwazi, zesikhashana esifushane. Kubandakanya ukusebenzisa idatha yesikhathi sangempela ukuze usabele ezinseleleni ezisheshayo namathuba. Isibonelo, ingasiza inkampani ukuthi isingathe izinkinga ze-supply chain kungazelelwe.

I-Tactical CI ingasiza futhi ukulungisa umkhankaso wokumaketha ngokuhamba kwesikhathi, isize ibhizinisi ukuthi lihlale livumelana nezimo futhi lisabela futhi liqinisekise ukuthi lingakwazi ukuzivumelanisa ngokushesha nezinguquko zemakethe.

Izinyathelo ezi-5 zocwaningo lwezobunhloli oluthuthukisiwe

Isinyathelo 1: Thola izimbangi ezinkulu

Amabhizinisi angathola ubuhlakani bokuncintisana ngokuhlaziya izimbangi zawo, kodwa okokuqala, kufanele akhethe ukuthi yiziphi izimbangi azogxila kuzo.

Kungcono ukubheka izinhlobo ezimbili noma ezintathu ezibeka engcupheni enkulu, futhi nakuba kungadingeki ukuthi zibe abadlali abakhulu, kufanele kube yizona okungenzeka ukuthi zabelane ngamakhasimende afanayo. Ukufaka izimbangi ezingaphezu koyedwa kuwumbono omuhle ngoba kwakha isithombe esigcwele, esithembekile futhi kudweba idatha eyengeziwe ukuze kube lula ukuhlaziya.

Qaphela: I-Sem Rush iyithuluzi elikhulu lamahhala ukusiza ukubona izimbangi zakho eziseduze emakethe eqondiwe. Kukhona nenqwaba yezinye izindlela ezikhokhelwayo emakethe.

Isinyathelo sesi-2: Qoqa futhi uhlele idatha

Umgomo wobuhlakani bokuncintisana uwukuqoqa idatha efanele, ethembekile. Ngakho-ke, okuningi akukuhle kakhulu; esikhundleni salokho, amabhizinisi kufanele agxile ekuqoqeni ulwazi lwekhwalithi olubanika imininingwane yangempela emakethe yabo, izimbangi zabo, kanye nezethameli.

Isibonelo, thatha ibhizinisi elinesitolo esiku-inthanethi kuphela. Njengoba singadingi isitolo esiphathekayo, cishe ngeke kudingeke ukuthi kuqoqwe idatha ezindaweni esiqhudelana nazo izitini nodaka. Esikhundleni salokho, kufanele igxile kakhulu ekwephuleni amasu kanye nokuba khona kwe-inthanethi komncintiswano.

Okubaluleke kakhulu, amabhizinisi kufanele aqaphele lapho athola khona idatha yawo. Uma bethola ulwazi olunganembile, oludlulelwe yisikhathi, noma olungaphelele, kungabaholela eziphethweni ezingalungile futhi kubangele umonakalo omkhulu kunokuhle.

Uma idatha efanele isizuziwe, khumbula ukuyihlela ngendlela okulula ukuyihlaziya. Amanye amathiphu enhlangano yedatha ahlanganisa:

• Sebenzisa omaka befayela namagama acacile

• Sebenzisa amathuluzi akhethekile noma amaspredishithi ukuze uvumele izinguquko ezisheshayo

• Gada ukuthi amabhizinisi aqoqa kuphi futhi kanjani idatha

• Hlela idatha ngohlobo (isb, amafolda esimbangi/umkhiqizo ngamunye)

• Yabelana ngedatha namathimba ahlobene ukuze uthole ukuqinisekiswa okwengeziwe

Isinyathelo sesi-3: Qala ukuhlaziya idatha

Le ngxenye yilapho amabhizinisi eguqula yonke leyo datha eluhlaza ibe yimininingwane ebalulekile. Nasi isibonelo sedatha yentengo yomkhiqizo yezimbangi ezintathu phakathi nezinyanga ezinhlanu:

Nakhu okungakuqoqwa amabhizinisi kusuka kule datha eluhlaza:

• Intengo ephakeme kakhulu enikelwe yomkhiqizo yayingu-US $649

• Isilinganiso senani sikhuphuke enyangeni yokuqala

• I-Competitor 2 yayinezintengo ezibiza kakhulu njalo ngenyanga

Isinyathelo sesi-4: Hlela isu lebhizinisi

Manje, sekuyisikhathi sokuguqula imininingwane ibe uhlelo lokusebenza olucacile. Amabhizinisi kufanele asebenzise lokho akufundile kwabaqhudelana nabo, izethameli, kanye nocwaningo lwemakethe ukuze baqonde ngokugcwele izinselele. Ngemuva kwalokho, bangakwazi ukuvumelanisa lokho okutholakele nezinjongo ezithile zebhizinisi.

Isibonelo, uma ucwaningo lubonisa ukuthi abathengi bafuna izinketho ezithengekayo ngenxa yezinguquko zezomnotho, amabhizinisi angalungisa isu lawo lentengo ukuze anikeze amanani aphansi kunabaqhudelana nabo. Kodwa-ke, akusho ukuthi kufanele bakwenze lokhu ngenkathi bekhumbula lokho okuhloswe ngemali engenayo.

Isinyathelo sesi-5: Bheka imiphumela futhi uzivumelanise ngokuqhubekayo

Ungadali umbiko owodwa wezobunhloli futhi uwusebenzise unomphela. Amabhizinisi anethemba lokukhula nokuhlala ephumelelayo kufanele alandele lokhu okulandelayo:

• Ukusebenza kwebhizinisi

• Izitayela zemakethe

• Okwenziwa yizimbangi

• Ukushintsha ekuziphatheni kwabathengi

Bese, bangalungisa isu labo ngokusekelwe kulokho abakutholayo. Ngokufanelekile, amabhizinisi kufanele abuyekeze lezi zici kanye ngenyanga, kuye ngamandla abo. Bangaphinda basebenzise amathuluzi athumela imibiko ezenzakalelayo nezexwayiso ukuze babasize bahlale bebuyekeziwe ngaphandle komzamo owengeziwe.

Imithombo ephezulu yamabhizinisi ukuqoqa ubuhlakani bokuncintisana

Amabhizinisi amancane angase angabi nayo isabelomali sokuqasha ochwepheshe bezobunhloli abaqhudelanayo, kodwa asengakwazi ukuqoqa imininingwane ebalulekile endlini. Bangakwazi ukuqoqa ulwazi lokuncintisana ngokusebenzisa izindlela ezilula njengamathuluzi ocwaningo lwemakethe, ukusesha ku-inthanethi, kanye nempendulo yekhasimende noma yabasebenzi. Nayi eminye imithombo yekhwalithi yokusiza amabhizinisi ukuthi athole umkhawulo wawo wokuncintisana:

• Amawebhusayithi ezinkampani emininingwane yezethameli, amanani, namasu

• Inkundla yezokuxhumana ukuthola imikhondo mayelana nezinsiza ezizayo

• Ukuthunyelwa kwemisebenzi okusikisela amaphrojekthi amasha

• Amaqembu abasebenzisi ku-LinkedIn, i-Reddit, ne-Glassdoor

• Ukukhishwa kwabezindaba kwezindaba zomkhiqizo noma zokunwetshwa

• Izinqubo zokuthengisa ukubona ukuthi amaqembu abo asebenza kanjani

• Ama-aggregators aku-inthanethi afana no-Dun no-Bradstreet

• Amathuluzi we-SEO wemininingwane yokumaketha

Ukuhlanganisa

Ukuhlala uziphatha kahle futhi ulandela imithetho kubalulekile lapho wenza ucwaningo oluncintisanayo. Gwema amaqhinga angahle adukise, njengoba lokhu kungaholela emiphumeleni ebucayi yezomthetho. Ngokunamathela emikhubeni ehamba phambili yomkhakha, ungagwema noma yimiphi imiphumela engadingeki.

Ukwengeza, amabhizinisi angonga isikhathi nemali ngokuhamba kwesikhathi uma ekwazi ukuqasha uchwepheshe wezobunhloli oqhudelanayo. Okwamanje, landela izinyathelo namathiphu angenhla ukuze udale umbiko wezobuhlakani oqhudelanayo.