Yadda Tarihin Martaninka Yake Kasa Yin Hidima ga Abokin Cinikin

Tattalin Talla

A cikin tsofaffin kwanakin talla, baya a farkon 2000s, fewan jarumai CMO sun saka hannun jari a cikin wasu kayan aikin ƙwarewa waɗanda aka tsara don taimakawa ingantaccen sarrafa kamfen ɗin su da masu sauraro. Waɗannan yan majagaba masu taurin kai sun nemi tsarawa, bincika da haɓaka aikin, kuma ta haka ne suka ƙirƙiri kayan fasahar fasahar kasuwanci ta farko - hadaddun tsarin da ke kawo tsari, buɗe kamfen da aka yi niyya, da saƙonni na musamman don kyakkyawan sakamako.

La'akari da yadda masana'antar talla ta shigo a cikin fewan shekarun da suka gabata yayi kama da kwatankwacin abin ƙyama da rubutaccen takarda da juyin halittar madaba'ar farko. Canje-canje sun kasance da sauri musamman. A cikin 2011, akwai kusan kamfanoni 150 suna ba da fasahar talla. Wannan lambar yanzu ta canza zuwa fiye da 6,800 kayan aikin fasaha wadanda suka hada da tallan dijital, tallan abun ciki, sarrafa kai tsaye na kasuwanci, kafofin watsa labarai, bayanan bayanai da sauransu.

Wani wuri a hanya, yan kasuwa sun zama manajan tari: inuwar ƙwararrun IT waɗanda ke ba da ƙarin lokaci akan aiwatar da fasaha fiye da saƙon, ci gaban kirkira ko bincike na abokin ciniki. Kasafin kuɗin fasahar kasuwanci yanzu yawanci ya wuce kasafin kuɗi na IT kuma ana ƙaddamar da ƙididdigar software na talla gaba ɗaya $ 32 biliyan wannan shekara kadai.

Ga wasu, aikin yanzu ba komai sai tari.

Masu kasuwa a yau suna fuskantar matsin lamba wanda ba a taɓa gani ba don ginawa da sarrafa jaka. Fasaha da kamfanonin software suna da matsanancin iko don sarrafawa yadda ya kamata. Technologyungiyoyin fasaha na cikin gida suna ɗoki don kiyaye kujerarsu a teburin. Kuma galibi galibi, abokan ciniki da tsammanin rayuwa ke wahala a sakamakon.

A wani bangare, wannan saboda tsananin gasa ne tsakanin wasu manyan 'yan wasan software da ke fafutikar neman babban iko na tsarin tallan. Suna hango wani lambu mai katanga na dandamali - dandamali - kuma sakamakon haka, ba su da ƙwarin gwiwa don ginawa ta hanyar ba da damar rabawa da sadarwa tare da gasa ko samfuran talla.

Wannan matsalar ta fi bayyana a cikin tattarawa da rarraba kwastomomi da yarda da son rai - abubuwan da aka so, waɗanda ba a so, tashoshin zaɓin su, batutuwa masu sha'awa da sauransu. Kusan dukkanin waɗannan tsarin fasahar tallan da tsarin da ke ƙunshe da madaukaki ɗimbin yawa yana tarawa da adana abubuwan fifiko. Koyaya, ayyukansu sun iyakance, kuma kaɗan daga cikinsu an tsara su don sadarwa tare da wasu fasahohi ko ba da gudummawa ga cikakkiyar rikodin abokin ciniki.

A sakamakon haka, yarda abokin ciniki da fifikon abubuwan da aka adana a cikin tsarin CRM na tallace-tallace ba sa ƙaura zuwa tallafin abokin ciniki, talla ko masu samar da ɓangare na uku. Misali, izini bayyananne don tuntuɓar wayar salula - mai matukar mahimmanci don dalilai na yarda - yana zaune a cikin ESP wanda ba zai iya yin hulɗa tare da maganin sarrafa kai na tallan ba.

Lokacin da aka tambaye su, yawancin abokan kasuwancin sau da yawa suna tsammani cewa bayanin fifikon kwastomominsu yana gudana ta hanyoyi daban-daban guda huɗu zuwa shida, katse haɗin kai. Ta hanyar bincike na gaba, an bayyana matsakaitan tsarin 12-14 daban - sama da ninki biyu na kimantawarsu, gami da hujjoji bayyanannu na cikakkiyar biyayya da ƙalubalen ƙwarewar abokin ciniki.

Duk wannan yana da ma'anar la'akari da kowane tsarin yafi kyau akan abu ɗaya fiye da wani.

Idan kungiya tana amfani da Salesforce, Microsoft Dynamics ko SAP, suna so su bi kwastomominsu ta fuskar "tallace-tallace" - maganin yadda ake tafiyar da dangantakar abokan ciniki (CRM). Waɗannan dandamali an tsara su don bawa ƙungiyoyin tallace-tallace tare da bayanan da suke buƙata don yin aikinsu - fahimtar abokin ciniki a duk tsawon rayuwar da kuma fahimtar abin da abokin ciniki ya saya - ko zai iya saya - daga kamfanin.

Fifitawa da bin ƙa'idodi na buƙatar adana tarihi - ikon duba baya bayan lokaci yayin da abokin ciniki ya canza daga zaɓin fifiko zuwa wani. Tare da fifikon hangen nesa na waɗannan dandamali, amfani da tsarin CRM mai daidaitaccen ra'ayi na iya barin ku da cikakken hoto na abokin ciniki da ƙarancin bayanin da kuke buƙatar amsa binciken bin doka.

Idan kungiyoyi suna aiwatar da mai bada sabis na imel mai fita kamar IBM Watson Kasuwanci (a hukumance Silverpop), Oracle Amsoshi or Oracle Eloqua babban burin shine aika sadarwa zuwa ga kwastoma don matsawa gaba tare da masu siya, bisa la'akari da cin kwallaye, ɗabi'a ko kuma manufar kamfanin. Duk da yake waɗannan tsarin suna ɗaukar imel sosai a matsayin farkon hanyar sadarwa, mai yiwuwa abokin ciniki ya kasance tare da kamfanin a cikin tashoshi da yawa. Waɗannan tsarin ba su da ƙarfi, kuma ba a gina su ba, don samar da haɗin kai tsakanin dukkanin wuraren taɓawa da tsarin kowane abokin ciniki ya gamu da shi.

Abokan ciniki suna tsammanin cewa lokacin da suka ba da fifiko a kan kowace tashar, ana raba sakamakon a duk faɗin ƙungiyar. Takaici ya kasance yayin da abokin ciniki ya ji kamar ba a ji shi ba. Abubuwan da aka zaɓa ga tsarin ɗaya yakamata yaɗaɗa cikin dukkanin hanyoyin sadarwar ku ta hanyar sadarwa tare da fahimtar asalin canjin.

Idan kungiyar tana dogaro kan tsarin gudanar da samun damar kwastomomi kamar SAP Abokin Bayani na Abokin Ciniki (bisa ƙa'ida Gigya), Janrain or Shiga Radius don magance matsalar, suna buƙatar duba kawai zuwa ga mahimmin dalilin su don fahimtar dalilin da yasa suke kasa. Waɗannan tsarin an gina su ne don bawa abokin ciniki damar samun sauƙin aiki a ƙetaren aikin kuma don ƙara fahimtar su sosai (daga tushen wasu, misali). Ana samun iko a cikin aiwatar da kyakkyawan zaɓi na aiwatar da fifiko a cikin tattaunawa mai gudana tare da abokin ciniki yayin da sha'awar su ta canza game da yadda da abin da suke karɓa a cikin sadarwa a duk tashoshin kamfanin.

Cikakken hoto na abokin cinikinku yana buƙatar fiye da kawai bayanan da kuka tattara daga gare su har zuwa yau. Hakanan yana buƙatar cewa suna da cikakkiyar dama don sabunta bayanan bayanan su da abubuwan da suke so yayin da halin su ya canza. Ba 'tarin lokaci' bane. Haɗin haɗin fasaha ne tare da tsarin ginanniyar da ke ɗaukar abokin ciniki da ikon su don shiga cikin tattaunawar da aka fi so a cikin yanayin ci gaba.

Menene babbar matsalar da yan kasuwa ke fuskanta a yau tare da waɗannan tsarin fasaha?

Babu ɗayansu da aka gina tare da hulɗar abokin ciniki kai tsaye a cikin tunani don gudanarwa, kulawa da tattara bayanan fifiko ko don samar da goyon baya ga ƙa'idodi a duk masana'antar.

Masana'antu koyaushe suna da bege don samun tsari guda ɗaya wanda zai iya magance duk buƙatun tarin tallan, amma galibi ana manta shi ana kiransa "tari" saboda dalili. Kowane bangare yana warware matsalar takamaiman takamaiman matsalar kasuwanci. Yana da mahimmanci a yi la'akari da asalin al'adun kowane tsarin kasuwancin da ake tunani.

Me kuke tunani?

Wannan shafin yana amfani da Akismet don rage spam. Koyi yadda aka sarrafa bayanan bayaninka.