Amasu aphezulu ayi-9 Okugcina Amakhasimende Asebenzayo

Inselelo evamile iningi lamabhizinisi amancane abhekana nayo namuhla ukuthola amakhasimende amasha, njengoba abanikazi kufanele batshale isikhathi sabo nezinsiza zabo ekukhangiseni ukuze benze abantu babe nentshisekelo kulokho abakunikezayo. Eqinisweni, ucwaningo lubonisa lokho I-82% yezinkampani vuma ukuthi kubiza kakhulu ukuthola ikhasimende elisha kunokugcina eselivele likhona.

Lokhu kusho ukuthi uma umuntu ethenga kuwena, kumele wenze konke okusemandleni ukuqinisekisa ukuthi akasuki. Kodwa-ke, ukugcinwa kwamakhasimende akulula njengoba kubonakala ngenxa yokuthi imakethe yanamuhla igcwele inqwaba yamabhizinisi, okuveza amaklayenti akho ezinhlobonhlobo zezinketho.

Ngakho-ke, kufanele wenze amasu okubagcina bebambe iqhaza futhi batshale imali ebhizinisini lakho. Ezinye izibonelo zamasu ongawasebenzisa zihlanganisa ukuthuthukisa insizakalo yakho yamakhasimende, ukwenza kube ngokwakho okuhlangenwe nakho kwamakhasimende, nokuningi, esizoxoxa ngakho kulesi sihloko. Kodwa okokuqala, ake sichaze ukugcinwa kwamakhasimende futhi siqonde izizathu zokuthi kungani kubalulekile.

Okuqukethwe
Kuyini ukugcinwa kwamakhasimende?
Kungani ukugcinwa kwamakhasimende kubalulekile
Amamethrikhi abalulekile okugcinwa kwamakhasimende
Amasu aphezulu angu-9 okugcina amakhasimende
Isiphetho

Kuyini ukugcinwa kwamakhasimende?

Ukugcinwa kwamakhasimende kuchazwa njengekhono lebhizinisi lokushintsha ikhasimende elijwayelekile libe yikhasimende eliphindayo isikhathi eside ngaphandle kokuyisa ibhizinisi lalo kolunye uhlobo.

Isibonelo, uma ikhasimende elilodwa lithenga okungaphezu kokukodwa onyakeni owodwa, linomthelela omkhulu kumkhiqizo wakho kunabathengi abambalwa abathenga kanye ngaphandle kokubuya.

Kulokhu, ungancika kuphela ebhizinisini lamakhasimende agciniwe ngaphezu kwalelo khasimende elisha, inqobo nje uma ungakwazi ukuhlinzeka ngemikhiqizo yekhwalithi namasevisi abashiya benelisekile.

Kungani ukugcinwa kwamakhasimende kubalulekile

Kunezizathu ezahlukahlukene zokuthi kungani kufanele ubeke phambili ukugcina amakhasimende akho. Nazi ezinye izizathu zokuthi kungani ukugcinwa kwamakhasimende kubalulekile ebhizinisini lakho:

1. Ukuthola ikhasimende elisha kubiza kakhulu kunokugcina elilodwa

Njengoba kushiwo ngaphambili, iningi lamabhizinisi esimanje ayavuma ukuthi akhokha imali eningi kakhulu lapho eheha ikhasimende elisha kunalapho egcina ikhasimende eselivele likhona. Ucwaningo lwe-Harvard Business Review luphinde lwembula ukuthi kunjalo I-5 izikhathi ezingu-25 kubiza kakhulu ukuthola kunokunakekela ikhasimende ebhizinisini labo.

Lokhu kubonisa ukuthi uma usuvele unamakhasimende akhona azimisele ngokusebenzisa imali yawo ukuze uthole umkhiqizo noma isevisi yakho, into kuphela okufanele uyenze ukuwagcina ejabule futhi enelisekile. Ekugcineni, uzoba nobudlelwano obude nobuqinile namakhasimende akho, okuzonciphisa ibhajethi yakho yokukhangisa.

2. Amakhasimende athembekile athambekele ekuchitheni isikhathi esiningi

Uma ikhasimende lithembeka kakhulu kumkhiqizo, maningi amathuba okuthi litshale imali eningi emikhiqizweni nasezinkonzweni zalo. Olunye ucwaningo luveze ukuthi amakhasimende abuyayo angachitha imali efika 67% ngaphezu kwamakhasimende okuqala, izibalo ezigcizelela isidingo sokugcina amakhasimende akho amanje.

3. Ukugcinwa kwamakhasimende kuthuthukisa ukudluliselwa kanye nokumaketha kwegama-lomlomo

Esinye isizathu sokugcina amakhasimende akho ukuthi amakhasimende anelisekile asebenza njengabameli bomkhiqizo, njengoba engancoma umkhiqizo wakho kubangani, umndeni, kanye nabasebenza nabo. Ucwaningo luye lwabonisa lokho U-70% wamakhasimende ajabule kungenzeka ukuthi bancome inkampani kwabanye.

Ngaphezu kokumaketha ngomlomo, ibhizinisi lakho lizoheha izethameli ezinethuba eliphezulu lokuthenga noma ukubhalisa emikhiqizweni namasevisi owanikezayo, ngoba 4 kubantu abangu-5 kungenzeka ukuthenga lapho uthunyelwe umngane.

4. Ukulahlekelwa amakhasimende kusho ukulahlekelwa inani lawo lesikhathi esizayo

Uma ulahlekelwa ikhasimende, awulahlekelwa nje kuphela inani lalo lokuphila kwekhasimende, kodwa futhi nokuthenga okungase kwenzeke esikhathini esizayo nokudluliselwa kwabanye abantu bebhizinisi lakho.

Ngakho-ke, uma ufuna ukuzuza impumelelo yebhizinisi yesikhathi eside, kufanele ubeke phambili ukugcina amakhasimende akho aneliseke kakhulu futhi azibandakanye. Uma ukhulisa ubudlelwano bakho namakhasimende akhona, ungakwazi ukukhiqiza imali engenayo engashintshi, ukhuphule inzuzo, futhi uqinise ukwethembeka komkhiqizo.

Amamethrikhi abalulekile okugcinwa kwamakhasimende

Ukuze uthuthukise isu eliphumelelayo lokugcina ikhasimende, udinga ukucabangela ngokucophelela izinkomba zokusebenza eziyinhloko (ama-KPI) ezizoqapha futhi zilinganise ukusebenza kahle kwazo. Amamethrikhi ayinhloko okugcinwa kwekhasimende okufanele uwalandele alandelayo:

1. Izinga lokugcinwa kwekhasimende (CRR)

Izinga lokugcinwa kwamakhasimende akho lingamaphesenti amakhasimende ahlala ethembekile ebhizinisini lakho phakathi nenkathi ethile yesikhathi.

Ukuze ubale izinga lokugcinwa kwekhasimende lakho, susa inombolo yamakhasimende amasha engezwe kulawo ekupheleni kwesikhathi, ihlukanise ngenani eliphelele lamakhasimende ekuqaleni, bese uguqule inani libe iphesenti.

2. Izinga le-Customer churn rate (CCR)

Ukuxosha ikhasimende isilinganiso siyimethrikhi yokugcinwa kwekhasimende ekala iphesenti lamakhasimende akhansela ukubhalisa kwawo noma ayeke ukuthenga kuwe ngemva kwesikhathi esithile.

Ifomula yokubala i-CRR ithi (amakhasimende/amakhasimende alahlekile ekuqaleni kwesikhathi) × 100

3. Inani lokuphila kwekhasimende (i-CLV)

Le metric edumile ye-e-commerce ibala imali engenayo eqoqiwe ikhasimende eliyinikela ebhizinisini lakho esikhathini esithile. Lapho ubala inani lokuphila kwekhasimende, usebenzisa amanani ezinga lokugcinwa kwakho, isilinganiso senani le-oda lekhasimende, kanye nenani lokuthenga ngonyaka.

Ngezansi ifomula yokuthola i-CLV:

I-CLV = isilinganiso senani le-oda × okuthengwa ngonyaka × izinga lokugcinwa

4. Ingqikithi yamaphuzu womphromotha (NPS)

Le metric yokugcinwa kwekhasimende ikusiza ukuthi ubale amathuba ekhasimende okuncoma umkhiqizo wakho kwabanye.

Ukuze uthole amaphuzu aphelele kaphromotha, susa iphesenti labaphromotha kumaphesenti abaphikisi.

5. Phinda izinga lekhasimende (RCR)

Izinga lekhasimende eliphindayo liyiphesenti le phinda ibhizinisi uthola ngemva kwesikhathi esithile.

I-RCR = inombolo yamakhasimende abuyayo/inani eliphelele lamakhasimende × 100

6. Isilinganiso semvamisa yokuthenga (PFR)

Leli izinga ikhasimende elithenge ngalo kabili noma ngaphezulu.

PFR = Isamba senani lama-oda/inani eliphelele lama-oda ahlukile

Isikhathi ofuna ukuhlola ngaso lawa ma-KPI siyahlukahluka. Kungaba masonto onke, nyanga zonke, ngonyaka, noma ngemva kweminyaka eminingana. Nokho, isikhathi esingcono kakhulu sokubala lawa ma-KPI unyaka ngamunye ukuze uthole isithombe esicacile futhi uvumelane nokuguquguquka kwesizini.

Amasu aphezulu angu-9 okugcina amakhasimende

1. Phendula imibuzo yekhasimende ngokushesha

Ukuthatha isikhathi esincane ukuphendula imibuzo kuphakathi kwamasu aphezulu okugcina amakhasimende ongawasebenzisa ebhizinisini lakho. Lokhu kulandela a Umbiko we-CX Trends ka-Zendesk, okubonisa ukuthi izikhathi zokuphendula ngokushesha ziholela ekwanelisekeni okuphezulu kwamakhasimende.

Embikweni, amaphesenti angama-73 amakhasimende ahlolisisiwe aveze ukuthi izinqumo zokwesekwa okusheshayo zibalulekile ekuhlangenwe nakho okuhle kwamakhasimende.

Nakuba izimpendulo ezisheshayo ziholela ezixazululweni ezisheshayo, uma ungakwazi ukuthola isisombululo sombuzo wekhasimende ngokushesha, kusakhokha ukwenza umzamo wokuphendula ikhasimende ngesikhathi esifushane.

Ukutshela ikhasimende ukuthi ulitholile ithikithi lalo kungathathwa njengempendulo esheshayo. Ngaphandle kwalokho, kuzuzisa kakhulu ukunikeza isikhathi abangasilindela ukuze inkinga yabo ixazululwe.

Ngokusungula okulindelwe okucacile mayelana nomugqa wesikhathi wesinqumo, amakhasimende cishe azoqonda futhi anesineke kakhudlwana njengoba ayazi inqubekelaphambili ekuxazululeni ukukhathazeka kwawo.

2. Yazi amakhasimende akho

Uma ufuna ukwenza amakhasimende akho aqhubeke nokubuya, yazi kuqala. Yenza umzamo wokuthola izinto abazithandayo, amaphuzu abuhlungu, nezinto ezibajabulisayo.

Ungakwenza lokhu ngokuhlanganisa kokubili ukuhlaziywa komthamo kanye nekhwalithi, okuyindlela ephumelelayo yokuthola imininingwane ebalulekile ngokuziphatha kwabo nokuthi yini ebenza baziphathe ngendlela abenza ngayo.

Sebenzisa imithombo eminingi yokuqoqwa kwedatha, njengezinhlolovo, amawijethi empendulo, kanye ukubuyekezwa kwamakhasimende, ukuqoqa ulwazi oluzokuqondisa ekuthuthukiseni amasevisi akho.

Khumbula ukuziphatha kahle lapho uqoqa idatha ngaphandle kokwephula noma yimiphi imithetho yobumfihlo. Bheka lawo maphuzu lapho ukuwasebenzisa kungeke kube namathuba amancane okudala izinkinga namakhasimende akho. Okokugcina, ukudala a Ukuhamba kwamakhasimende imephu idlala indima enkulu ekusizeni ukuthi ufunde ngezethameli zakho.

3. Lungiselela futhi wenze kube ngokwakho ukuzizwisa

Ngokuvamile kunalokho, amakhasimende ayacasuka lapho kufanele achaze inkinga ngokuphindaphindiwe. Ngaphezu kwalokho, uma lezi zinkinga ziqhubeka, zingababangela ukuba baphume. Ukuze uvimbele lezi zithiyo, ukwenza izinto zibe ngokwakho ukuze zivumelane nezidingo zekhasimende ngalinye kuyindlela enhle yokusebenzisa.

Ngokwenza kube ngokwakho, ungenza ngokwezifiso ukusebenzisana kwakho ukuze kuhambisane nezidingo zekhasimende lakho ngalinye ngokusekelwe kuzintshisekelo zalo, izintandokazi, nokuziphatha.

Amanye amathiphu okwenza kube ngokwakho angathuthukisa kakhulu ukuzizwisa kwekhasimende lakho ahlanganisa ukugibela komuntu ngamunye, izincomo zomkhiqizo ezenziwe ngezifiso, nokudala okuqukethwe kanye nemiyalezo eqondene nabo ngqo. Ngokuzama le mibono namakhasimende akho akhona, uwenza akwazi ukuhambisana futhi ajabulele okuqukethwe kwakho, okuholela ekutheni azizwe ehlonishwa futhi ehlonishwa.

4. Qalisa izinhlelo zokudlulisela

Izinhlelo zokudlulisela zisiza ngakho kokubili ukutholwa kwamakhasimende nokugcinwa ngesikhathi esisodwa. Lolu hlobo lokukhangisa ngomlomo lusebenza kahle ngoba luheha amakhasimende amasha avele aqiniseka ngenkampani yakho ngoba ezwe ngawe emthonjeni othembekile.

Kwakha ukuthakasela kumakhasimende amanje, azuza kakhulu ngokwenza ibhizinisi nawe kanye nokuthuthukisa umkhiqizo wakho.

Ikhredithi yesitolo, ukheshi, nezimpahla zamahhala noma okuthengiswayo kuyizindlela ezivamile zemiklomelo. Ukunikeza amakhasimende le miklomelo kunikeza ibhizinisi lakho ithuba lokuncintisana ngokukhuthaza ibhizinisi eliphindayo kanye nokukhiqiza ubufakazi bomphakathi.

5. Nikeza izinketho zokulethwa okusheshayo

Izinketho zokulethwa okusheshayo zingakwazi kakhulu thuthukisa ukwethembeka kwekhasimende. Ngokunikeza ukuthunyelwa okusheshayo, uthuthukisa ukunethezeka kokuthengela amakhasimende akho, okwenza ukuzizwisa kwawo kujabulise futhi kungabi nengcindezi. Ukwengeza, ukulethwa okusheshayo kwanelisa isifiso samakhasimende sokwaneliseka okusheshayo, okuholela kumazinga aphezulu wokwaneliseka.

Emakethe egcwele abantu, ukunikeza ukuthunyelwa okusheshayo kukusiza ukuthi ugqame emqhudelwaneni. Amakhasimende athambekele kakhulu ekukhetheni izinkampani eziletha ngokushesha. Ukulethwa okusheshayo ngokungaguquki nakho kunomthelela ekwakheni igama elihle lomkhiqizo, okukhuthaza ukwethembeka kwamakhasimende phakathi kwalabo abazisa isevisi efika ngesikhathi.

Ukuthumela okusheshayo akunciphisi kuphela ukushiywa kwenqola, kodwa futhi kukhuthaza ukuthenga okuphindayo kumakhasimende anelisekile, okuyizinzuzo ozijabulelayo uma unesisekelo samakhasimende esithembekile.

6. Khuthaza ukubuyekezwa kanye nobufakazi

Ubufakazi bomphakathi, obuhlanganisa ukubuyekezwa, ubufakazi, kanye nezifundo, kusiza ukuqondisa amakhasimende ekukhethweni komkhiqizo futhi alolonge imibono yawo mayelana nomkhiqizo. Isibonelo esisodwa senkampani esebenzise leli qhinga ukuze izuze ukwethenjwa kwabathengi yilesi Salesforce.

Inkampani yakwa-SAAS inekhasi elizinikele kuwebhusayithi yayo, eligqamisayo izindaba zokuphumelela kumakhasimende abo nokuthi kungani bekhethe izinsizakalo ze-Salesforce. Ikhasi ligqamisa ubufakazi obuvela kumikhiqizo efana ne-F1, i-Santander, ne-Heathrow.

Ukubuyekezwa nobufakazi abudonseli amakhasimende amasha kuphela kodwa futhi kuqinisekisa ukuthi amakhasimende amanje anamathela isikhathi eside. Njengoba isasasa ngomkhiqizo noma umkhiqizo wakho kukhula, amaklayenti athembekile azizwa ethetheleleka ngokuthenga kwawo, okuwenza mancane amathuba okuthi ahambe.

7. Yenza imbuyiselo ibe lula futhi ibuyiselwe

Nakuba kwenzeka amaphutha, ukwenqaba ukubuyisela imali nokwenza imbuyiselo cishe akunakwenzeka kuyindlela yokuqinisekisa ukuthi ikhasimende ngeke liphinde lithenge kuwe. Izimbuyiselo nezimbuyiselo ziyizingxenye zesevisi yekhasimende. Ngakho-ke, udinga ukwenza inqubo ibe lula futhi ingabi nezinkathazo.

Uma amaklayenti akho ezizwa eqiniseka ngekhono lakho lokuwaphatha kahle ngaphandle kokuwathenga, futhi ngisho nangemva kokuba esekukhokhele, azothambekela kakhulu ekwenzeni ibhizinisi nawe esikhathini esizayo.

8. Thuthukisa isevisi yamakhasimende kanye nokwesekwa

Uma inkampani inesevisi ephansi yamakhasimende, ingxenye enkulu yesizathu ivela ebunzimeni bamakhasimende ukukhuluma ngokuqondile nommeleli. Kungase futhi kube ngenxa yokuthembela kakhulu kuma-chatbots, ukuntuleka kokuqeqeshwa okufanele, noma ukungakwazi kwamakhasimende ukuthola umnyango ofanele ukuze aveze izinkinga zawo.

Ukugcina amakhasimende kuqala ngokuhlinzeka insiza enhle yamakhasimende. Ukuthuthukisa isevisi yakho yamakhasimende ngokuyenza iqonde, ibe nozwela, futhi kube lula ukuyizulazula kungenza umehluko omkhulu ekusizeni ukuthi wakhe ubudlelwano obuqinile nobunwetshiwe namakhasimende akho.

9. Khuthaza ukwethembeka

Ungakwazi ukwandisa eyakho amanani okugcinwa kwamakhasimende ngokuklomelisa amakhasimende athembekile kumkhiqizo wakho. Uma ubonisa amakhasimende ukuthi uyalazisa ibhizinisi lawo, uwanikeza esinye isizathu sokuhlala, ngaphandle kokuthanda imikhiqizo yakho.

Ezinye zezindlela ezinhle zokuklomelisa amakhasimende akho angcono kakhulu ngokwethembeka kwawo zihlanganisa ukuhlinzeka ngokulandelayo:

• Amakhodi esaphulelo noma ukuthunyelwa kwamahhala
• Izinhlelo zokwethembeka kwamakhasimende
• Ukufinyelela VIP
• Ukufinyelela okukhethekile emikhiqizweni nezici ezintsha

Ngokusebenzisa izinhlobo ezahlukene zezinhlelo zokwethembeka, ungaqoqa ulwazi oluningi mayelana namakhasimende akho, oluzokusiza ukuthi uwanikeze okuqukethwe komuntu siqu noma imilayezo yokumaketha.

Isiphetho

Ukwakha isisekelo samakhasimende esiqinile akwenzeki ngokuphazima kweso. Nokho, ngokusebenzisa amathiphu angenhla, uzobe usendleleni eya ekudaleni amakhasimende athembekile nazinikele azimisele ukusabalalisa igama ngebhizinisi lakho.

Ekugcineni, ungathola imininingwane eyigugu njengale futhi uhlale uphambili emhlabeni wezohwebo nge-inthanethi ngokuhlola amabhulogi akamuva ku- I-Chovm.com Iyafunda.