Ukwakha Uhlelo Lwempumelelo Yekhasimende: Umhlahlandlela Wendlela Yokwenza

Cabanga unesikhali esiyimfihlo esingaguqula konke ukusebenzelana kwamakhasimende kube yindaba yempumelelo. Yilokhu okuthenjiswa uhlelo oluklanywe kahle lwempumelelo yamakhasimende. Njengoba amakhasimende athembele emikhiqizweni yakho ukuze ahlangabezane nezidingo zawo, iziteki ziphezulu—kodwa kanjalo nemivuzo.

Ukutshala imali ohlelweni lokuphumelela kwamakhasimende akulona nje isu lokusiza amakhasimende akho; kuqinisekisa ukuthi ibhizinisi lakho liyachuma eduze kwabo. Eqinisweni, ngokocwaningo lweForrester, uhlelo oluklanywe kahle lungaveza okumangalisayo I-91% ROI esikhathini esiyiminyaka emithathu.

Sesikushilo lokho, luyini uhlelo lokuphumelela kwamakhasimende, futhi ungalwakha kanjani? Kulo mhlahlandlela, sizodlula kukho konke odinga ukukwazi mayelana nokwakha uhlelo lokuphumelela kwamakhasimende, ukubaluleka kwalo, kanye nezinyathelo okufanele uzithathe ukuze udale uhlelo oluhle kakhulu lokusiza amakhasimende akho akhulise ibhizinisi lakho. Qhubeka ufunda ukuze ufunde kabanzi.

Okuqukethwe
Iyini impumelelo yekhasimende?
Ukubaluleka kohlelo lwempumelelo yekhasimende
Ulwakha kanjani uhlelo lwempumelelo yekhasimende
Isiphetho

Iyini impumelelo yekhasimende?

Impumelelo yekhasimende kwenzeka lapho amakhasimende ethanda isixazululo osinikezayo ezinkingeni zawo kangangokuthi afuna ukuqhubeka nokuthenga imikhiqizo namasevisi akho esikhathini eside. Kubandakanya ukwakha ubudlelwano obuhlala isikhathi eside nokuqonda imigomo yamakhasimende.

Ukuze kufinyelelwe impumelelo yamakhasimende, abaphathi bempumelelo yamakhasimende kanye namaqembu abo okuthengisa badinga ukusebenzisana namakhasimende kulo lonke uhambo lwabo kuzo zonke izindawo zokuthinta nebhizinisi lakho.

Ukubaluleka kohlelo lwempumelelo yekhasimende

Ukutshala imali empumelelweni yekhasimende kubalulekile kumkhiqizo wakho. Uma ibhizinisi lakho livumela amakhasimende akho ukuthi afinyelele izinjongo zawo, amathuba awo okuqhubeka nobudlelwano bawo nawe ayathuthukiswa. Ake sibheke ezinye zezinzuzo zokwamukela isu lempumelelo yekhasimende.

1. Khulisa imali engenayo

Esinye sezizathu ezibalulekile ukuthi izinkampani zigxile empumelelweni yamakhasimende ukukhulisa imali yazo. Ngokocwaningo olwenziwe ngu HubSpot, u-70% wezinhlangano ezinemali engenayo ekhulayo zithola impumelelo yamakhasimende “njengebaluleke kakhulu.” U-49% wezinkampani ezinemali engenayo entengantengayo zibheke impumelelo yamakhasimende “njengebaluleke kakhulu.”

Okufanayo umbiko iphinde yathola ukuthi u-55% wezinkampani ezandayo zathi ukusebenzisa isu lokuphumelela kwamakhasimende “kubaluleke kakhulu,” kanti u-29% wezinkampani ezingakhuli zithi lezi zinhlelo “zibaluleke kakhulu” ebhizinisini labo. Ngakho-ke, lolu cwaningo lubonisa ukuthi izinkampani ezitshala izimali ezinhlelweni zokuphumelela kwamakhasimende zivame ukuba nenzuzo enhle ekutshalweni kwazo.

2. Yehlisa izindleko zokuthola

Uma amakhasimende efinyelela imigomo yawo ngenxa yeminikelo yakho, azoxhuma impumelelo yawo nenkampani yakho. Lokhu kuholela ekwehlisweni kwezindleko zokutholwa kwekhasimende ngoba izinga lokugcinwa kwekhasimende lakho liyathuthuka. Esikhundleni sokucinga umkhiqizo noma isevisi yomuntu oncintisana naye, amakhasimende azobuyela ebhizinisini lakho ngoba azizwa eqiniseka ukuthi isixazululo sakho siyixazulula inkinga yawo.

Ukwengeza kulokho, amakhasimende anelisekile maningi amathuba okuthi abelane ngezindaba zempumelelo nomkhiqizo wakho futhi awuncome kwabanye. Baba ngabameli bomkhiqizo wakho abamaketha ibhizinisi lakho kwabanye abangaba amakhasimende. Lokhu kuholela ekwenyukeni kwezinga lokudluliselwa kwamakhasimende akho, kunciphisa isikhathi nezinsiza ozinikezelayo ukuze uhehe futhi uthwebule amakhasimende amasha.

3. Amathuba okuthengisa nokudayisa

Izinhlelo zempumelelo yekhasimende ziveza amathuba avumela ibhizinisi lakho ukuthi lihlanganyele nezithameli zakho. Inqolobane ucwaningo luthole ukuthi izinkampani ezisebenzisa izinhlelo zempumelelo yamakhasimende ziqopha ukuxhumana okuphindwe kabili kunalezo ezingenakho.

Ngakho, amaqembu akho akwazi ukuthengisa futhi thengisa kumakhasimende abandakanyekayo. Abaphathi bempumelelo yekhasimende bangalungiselela izinselele okungenzeka amakhasimende ahlangabezane nazo bese bexhumana nabo ngokuthi ukuthuthukisa iphakheji yabo yamanje kuzoyimisa kanjani inkinga ababhekene nayo.

4. Yehlisa ukuxokozela kwamakhasimende

Uhlelo lwempumelelo yekhasimende lusiza ukunciphisa ukuxokozela kwamakhasimende futhi lwandise nokugcinwa kwamakhasimende. Ukuhwebelana kwekhasimende kwenzeka lapho umsebenzisi ethenga kuwebhusayithi yakho futhi ngesizathu esithile akaphinde abuye.

Ucwaningo olufanayo ngo Inqolobane ibone izinkampani ezitshale imali kuhlelo lwempumelelo yamakhasimende zehlisa amazinga azo e-churn ngo-2-3%. Izinkampani zikwazile ukusetha izincwadi zokudlala kanye nezixwayiso ezizenzakalelayo ezazizozitshela ukuthi ikhasimende lingase lingene nini. Ngokwenza lokhu, bakwazi ukuhlonza amathuba okukhulisa amakhasimende angagculisekile okungenzeka akhethe izimbangi ngaphezu kwawo.

Ulwakha kanjani uhlelo lwempumelelo yekhasimende

Nansi inkomba yokuthi ungadala kanjani uhlelo lwempumelelo yekhasimende ukuze ufinyelele izinjongo zebhizinisi lakho.

1. Yazi umgomo wokugcina wekhasimende

Izinto zokuqala kuqala, udinga ukunquma ukuthi kungani amakhasimende ethenga umkhiqizo wakho. Ngokwesibonelo, umuntu ngeke athenge umshini wokugunda utshani ngoba nje wayewudinga. Ngakolunye uhlangothi, uma bedinga eyodwa yebhizinisi labo lokunakekela utshani, cishe bebezoyithenga.

Lokhu kusho ukuthi ikhasimende ngalinye linomgomo wokugcina engqondweni lapho lithenga; ngakho-ke, ukukhomba lapho umkhiqizo webhizinisi lakho ungena khona kuleyo zibalo kubalulekile. Bese, ungasebenzisa abantu bomthengi ukuhlukanisa amakhasimende ngokusekelwe emikhiqizweni egcwalisa izidingo zabo.

Qala ngokuthola amakhasimende afaneleka kakhulu ohlelweni lwakho lwempumelelo yamakhasimende. Uma ufuna ukwandisa amathuba okuphumelela kwamakhasimende, uzofuna ukwenza isiqiniseko sokuthi uqondise izethameli zenani eliphezulu ezilungele ibhizinisi lakho.

Yenza ukuhlaziya kwedatha yekhwalithi usebenzisa amasu afana nokwenza inhlolovo yesamba somgqugquzeli olandela okushiwo yinkundla yezokuxhumana noma imibiko yokusetshenziswa komkhiqizo. Ukwenza lokhu kuzokusiza wazi umgomo wabo wokugcina futhi kukwenze ukwazi ukwenza izixazululo ezibhekana nokukhathazeka kwabo ngokukhethekile.

2. Dala iqembu

Uma usuwazi ukuthi ubani ikhasimende lakho elikahle kanye nemigomo abafuna ukuyifinyelela, sekuyisikhathi sokuhlanganisa iqembu eliphumelelayo lekhasimende. Ngaphandle kweqembu, amakhasimende akho azothola imikhiqizo namasevisi owanikezayo njengeziphakamiso kunezinyathelo zokuthola impumelelo.

Ukwakha iqembu kubonisa ukuthi ibhizinisi lakho lizinikele ekusizeni amakhasimende akho afinyelele imigomo yawo. Ngokuhamba kwesikhathi, ukwethembana kuyakha ngenxa yobudlelwano obuhle abanabo neqembu lakho, okuthuthukisa amathuba abo okuthenga ngokuphindaphindiwe.

Njengoba usetha ithimba le-customer success (CS), ungaqasha umphathi wempumelelo yekhasimende wangaphandle. Nokho, ukuthola ithalente eqenjini lakho elinamakhono afanele okuxhumana kunganele.

Indawo enhle lapho ungathola khona abantu abalungile bokwakha ithimba lempumelelo yamakhasimende ihlanganisa ukwesekwa kwamakhasimende akho noma umnyango wezokuthengisa njengoba lezi zisebenzi zinolwazi olwanele ngemikhiqizo yakho kanye neminyaka eminingana yolwazi olusingatha imibuzo yamakhasimende.

3. Thola amathuluzi alungile ukusiza amakhasimende afinyelele imiphumela efiselekayo

Ngaphambi kokusebenzisa isu lakho, udinga ukwazi ukuthi kufanele yini utshale imali kuhlelo lwempumelelo yekhasimende oluzenzakalelayo noma olwenziwa ngesandla. Izinhlelo ezenziwa ngezandla zidinga ukuthi udale izinqubo futhi uzenze ngokwakho, okungukuthi, uma unezinsiza ezilinganiselwe zezixazululo ezizenzakalelayo.

Ngakolunye uhlangothi, izinhlelo zempumelelo yekhasimende ezizenzakalelayo zingaphatha imizamo yakho futhi zenze ukulinganisa impumelelo kube lula. Banezici ezifana nezaziso ezizenzakalelayo, imibiko yesimo sekhasimende ekusiza ukuthi ulandelele ukuqhubeka kwekhasimende ngalinye. Ezinye izibonelo zesofthiwe ephezulu yempumelelo yekhasimende ongayisebenzisa ihlanganisa Tongo, HubSpot, Ukubheka phambili, Futhi Amity.

4. Yakha umhlahlandlela wempumelelo

Isinyathelo esilandelayo ekudaleni isu le-CS wukuchaza uhambo lwekhasimende nokukhomba amathuba lapho ibhizinisi lakho lingaba nomthelela. Funda eyakho imephu yohambo lwekhasimende futhi ubheke izinselele okungenzeka kubhekwane nazo esigabeni ngasinye, bese wazi ukuthi yiziphi izinyathelo okufanele uzithathe ukuze uqinisekise impumelelo yamakhasimende uma ehlangabezana nezivimbamgwaqo.

Uma unenkinga yokuqhamuka nemibono, zibuze le mibuzo:

• Uyini umgomo wokugcina esigabeni ngasinye sohambo lwekhasimende?
• Ngabe ikhasimende lizozuzani esigabeni ngasinye?
• Kukusiphi isigaba lapho umkhiqizo wakho uyehluleka ukuhlangabezana nalokho okulindele?
• Kukusiphi isigaba lapho izimbangi zakho zingaba nomthelela kumakhasimende akho?
• Iyiphi indlela ozoyisebenzisa ukulandelela amakhasimende angajabule ngenqubekelaphambili yawo ohambweni lwamakhasimende?

Uzophinde ufune ukubheka ukuthi amalungu eqembu lakho azoxhumana kanjani namakhasimende kanye nesiteshi sesikhathi nezokuxhumana. Lokhu kuzokusiza ukuthi uqinisekise ukuthi imizamo yakho iphuma iwusizo ngangokunokwenzeka ukusiza umthengi ukufeza inhloso yakhe.

5. Landelela ama-KPI

Ukusungula amamethrikhi akho kubalulekile ukukusiza ukuthi ulandelele ukusebenza kwesu lakho. Khumbula ukuthi impumelelo yekhasimende iwubudlelwane phakathi kwebhizinisi lakho nekhasimende; ngakho-ke, qinisekisa ukuthi amamethrikhi akho akala kokubili impumelelo yekhasimende kanye nenkampani yakho.

Izinkomba zokusebenza ezibalulekile okufanele zikalwe zibandakanya inani lempilo yonke yekhasimende kanye nezindleko zokutholwa kwekhasimende ukuze kulandelelwe umthelela wazo enkampanini yakho, kanye isilinganiso se-churn, NPS, kanye nesikolo somzamo wekhasimende ohlangothini lomthengi. Ukuhlanganisa kokubili kukusiza ukuthi uthole isithombe esicacile sokuthi zombili izinhlangothi ziyazuza yini emizamweni yeqembu lakho.

6. Gxila entweni eyodwa ngesikhathi

Kuleli qophelo uhlelo lwakho lwe-CS seluvele luyasebenza futhi. Kodwa-ke, kungavela inselelo kulokho okumele kugxilwe kukho ukuze kuqinisekiswe ukuthi zombili izinhlangothi ziyahlomula komunye nomunye.

Ukwenza izinguquko eziningi ngesikhathi esisodwa kungase kugcwalise ikhasimende lakho, ngisho noma kuzuzisa lona. Ngaphezu kwalokho, kungase kube nzima ukukala umthelela walo lonke ushintsho olwenzayo. Indlela efanele iwukwenza ushintsho olulodwa ngesikhathi ukuze ube nesithombe esicacile sezinto ezisebenzayo nalapho kudingeka khona ukulungiswa kahle. 

Isiphetho

Ukuba neqhinga lempumelelo yekhasimende kubalulekile kumkhiqizo wakho, ikakhulukazi esimweni sanamuhla sebhizinisi esiqhudelanayo. Kungasiza ukukhulisa imali yakho engenayo, kukhuphule ukwethembeka kwamakhasimende, futhi kunciphise izindleko zokutholwa kwekhasimende. Ngamathiphu akulo mhlahlandlela, ukwakha isu le-CS elisebenzayo akufanele kube umsebenzi onzima. Okokugcina, ungathola amathiphu ebhizinisi anokuqonda okwengeziwe njengalawa ku- I-Chovm.com Iyafunda ibhulogi.