Li-CRM le Li-Platform tsa DataInfographics ea Khoebo

Lipalopalo tsa CRM: Tšebeliso, Melemo le Liphephetso tsa Lipolanete tsa Taolo ea Kamano ea Bareki.

Tsamaiso ea Likamano tsa Bareki (CRM) e ntse e tsoela pele ho laola indasteri ea ho bapatsa le ea thekiso ea dijithale ka 2023. Ka bohlokoa ba eona bo ntseng bo eketseha ba ho boloka bareki le ho hlahisa batho ba etellang pele, likhoebo tsa mefuta eohle li amohela mekhoa ea CRM ho laola likamano tsa bareki hamolemo le ho tsamaisa boiteko ba bona ba ho bapatsa le ho rekisa. Sengoliloeng sena, re tla hlahloba nalane e khuts'oane ea CRM, tlhaloso ea eona, melemo, le lipalo-palo tsa hajoale tsa CRM tse bonts'ang puso ea eona e tsoelang pele.

CRM ke eng?

CRM ke leano le felletseng, ts'ebetso, le sistimi ea software e thusang likhoebo ho laola litšebelisano le likamano tsa bareki, ho ntlafatsa boiteko ba thekiso le mebaraka, le ho ntlafatsa litšebeletso tsa bareki. E thusa lik'hamphani ho bokella, ho sekaseka le ho sebelisa lintlha tsa bareki ho fana ka boiphihlelo bo ikhethileng le bo se nang moeli libakeng tse fapaneng tsa ho ama.

Tse ling: CRM ke Eng?

Histori e Khutšoanyane ea CRM

Mohopolo oa CRM o simolohile lilemong tsa bo-1960 le bo-1970, ha likhoebo li qala ho fetola maikutlo a tsona ho tloha ho bohare ba sehlahisoa ho ea ho bareki. Likhatelo-pele tsa theknoloji tsa lilemo tsa bo-1980, haholo-holo papatsong ea polokelo ea litaba le ho fihla ha khokahanyo ea mohala oa khomphutha (CTI), e lumelletse likhoebo hore li tlalehe litšebelisano tsa bareki le ho sebelisa data ena bakeng sa matšolo a ho bapatsa a shebiloeng haholoanyane.

Lilemong tsa bo-1990, software ea CRM e ile ea hlaha e le karabelo tlhokahalong e ntseng e eketseha ea mokhoa o hlophisitsoeng haholoanyane oa ho laola likamano tsa bareki. Indasteri e ile ea bona kholo e kholo ha lik'hamphani tse kang Siebel Systems le Salesforce.com li kena 'marakeng. Lilemong tsa bo-2000, CRM e ile ea fetoha tsamaiso e pharaletseng haholoanyane, e kopanyang mesebetsi e fapa-fapaneng ea khoebo e kang ho bapatsa, ho rekisa le ho fana ka litšebeletso tsa bareki. Ka ho phahama ha cloud computing le Software-as-a-Service (SaaS) mehlala, CRM e ile ea fumaneha habonolo le ho khoneha ho likhoebo tse nyane le tse mahareng.

Lipalopalo tsa bohlokoa tsa CRM

  • 70% ea bareki ba lebelletse boiphihlelo bo se nang moeli ho liteishene tsohle, ho etsa hore litsamaiso tsa CRM li be bohlokoa bakeng sa ho fana ka boiphihlelo bo sa fetoheng ba bareki (Mohloli: Salesforce).
  • Chelete ea software ea CRM e fihlile ho $48.7 bilione ka 2021, mme ho lebelletsoe hore e tla hola ka sekhahla sa kholo ea selemo le selemo.CAGR) ea 14.2% ho tloha 2021 ho isa 2028 (Mohloli: Tlhaloso e Khōlō).
  • Ka 2023, 81% ea mekhatlo e lebelletsoe ho sebelisa AI- Sistimi ea CRM e matlafalitsoeng ho ntlafatsa litšebelisano tsa bareki (Mohloli: Tech.co).
  • Likhamphani tse sebelisang litsamaiso tsa CRM li bone keketseho ea 17% ea liphetoho tsa loto, keketseho ea 16% ea ho boloka bareki, le ntlafatso ea 21% tlhahisong ea baemeli (Mohloli: WebFX).
  • CRM ke 'maraka o moholo ka ho fetisisa oa software o holang ka potlako, o nang le lekeno le lebelletsoeng la lefats'e la $ 114.4 bilione ka 2027 (Mohloli: Adamenfroy).
  • 91% ea likhoebo tse nang le basebetsi ba fetang 11 joale li sebelisa litsamaiso tsa CRM, ha li bapisoa le 50% ea tse nang le basebetsi ba 10 kapa ka tlase ho moo (Mohloli: DemandSage).
  • Lihlopha tsa thekiso tse sebetsang hantle haholo li na le menyetla e 3.2 ea ho sebelisa CRM le lisebelisoa tse ling tsa thekiso ho feta lihlopha tse sa sebetseng hantle (Mohloli: Salesforce).
  • Ka karolelano, litsamaiso tsa CRM li fana ka puseletso ho tsetelo (ROI) ea $8.71 bakeng sa dolara e ngoe le e ngoe e sebelisitsoeng (Mohloli: Patlisiso ea Nyutlelie).
  • 74% ea basebelisi ba CRM e tlaleha hore sistimi ea bona ea CRM e ntlafalitse phihlello ea bona ho data ea bareki (Mohloli: Capterra).

Melemo ea CRM

Hangata lik'hamphani li qala ho nahana ka ho amoheloa ha CRM ha li kopana le litlhoko tse itseng tsa khoebo kapa liphephetso tse hlokang tsamaiso e nepahetseng haholoanyane ea lintlha tsa kamano ea bareki.

  1. Harness Customer Intelligence: Sistimi ea CRM e boloka tlhahisoleseling ea bareki le ho thusa nts'etsopele ea bohlale bo tebileng ba bareki. Bohlale bona bo hlomella likhoebo ka tsebo ea ho laola likamano tse lebelletsoeng le tsa bareki ntle le mathata, leha li tobane le phetoho ea basebetsi kapa liphetoho tsa boetapele. Khamphani e boloka thepa ea bohlokoa ea data, e netefatsa tsoelopele maqheka a taolo ea bareki.
  2. Likamano tse Tebileng tsa Bareki: Sistimi ea CRM e sebetsa e le polokelo e felletseng ea data ea bareki, e fanang ka leseli la bohlokoa mabapi le likhetho tsa bareki, boitšoaro le litšebelisano tsa nalane. Leruo lena la tsebo le matlafatsa likhoebo ho hlophisa lihlahisoa tsa bona le puisano, ho matlafatsa likamano tse matla tsa bareki le ho matlafatsa khotsofalo le botšepehi.
  3. Katleho Mekhoeng ea Thekiso: Sistimi ea CRM e lokolla lihlopha tsa barekisi mesebetsing e tloaelehileng ea tsamaiso ka ho iketsetsa mesebetsi ea thekiso le ho latedisa ka hloko methati. Sena se ba lumella hore ba tsepamise maikutlo mesebetsing e nang le tšusumetso e phahameng, e hlahisang mekhoa e metle ea thekiso le ho koaloa ho eketsehileng ha likonteraka.
  4. Optimized Marketing Endeavors: Sistimi ea CRM e thusa likhoebo ho arola bareki ba bona ka likarolo tse ikhethileng, ho thusa ho qala matšolo a ho bapatsa a shebiloeng haholo. Phello e bile efe? Litefiso tse ntlafalitsoeng tsa phetoho le ts'ebeliso e ntle ea lisebelisoa tsa ho bapatsa.
  5. Tšebelisano e Matlafalitsoeng ea Mafapha a Phapano: Software ea CRM e sebetsa joalo ka setsi sa tšebelisano, e fanang ka pono e arolelanoang ea litšebelisano tsa bareki le nalane mafapheng a fapaneng. Sena se khothaletsa bonngoe ba sehlopha, se lebisang mokhoeng o kopaneng oa ho utloisisa le ho sebeletsa bareki.
  6. Tšebeletso e Phahameng ea Bareki: Ka data ea bareki e bohareng le nalane ea litšebelisano matsohong a bona, baemeli ba litšebeletso tsa bareki ba ka fumana tlhaiso-leseling e nepahetseng kapele. Sena se ba fa matla a ho fana ka ts'ehetso e nakong le ea motho ka mong, 'me qetellong ba phahamisa boemo ba boleng ba litšebeletso tsa bareki.
  7. Feeding Predictive Intelligence: Sistimi ea sejoale-joale ea CRM e feta ho boloka le ho khutlisa data. Li fana ka lintlha tsa bohlokoa tse hlokahalang bakeng sa bohlale ba ho bolela esale pele. Ka ho sekaseka datha ea nalane le boitšoaro ba bareki, litsamaiso tsena li thusa likhoebo ho bolela esale pele lipeipi tsa thekiso, ho tseba mekhoa le ho etsa liqeto tse nang le tsebo. Kutloisiso ena ea esale pele ke ea bohlokoa haholo ho rala maano a nakong e tlang a thekiso le mebaraka.

Mathata a CRM

Litsamaiso tsa CRM li fana ka melemo e mengata ho mekhatlo, empa le tsona li tla le mathata a tsona. Tse ling tsa mathata a mantlha a CRM a kenyelletsa:

  1. Litsenyehelo tsa ho kopanya le tsamaiso: Ho kenya tšebetsong tsamaiso ea CRM ho ka bitsa chelete e ngata, haholo likhoebong tse nyane le tse mahareng. Litsenyehelo li kenyelletsa laesense ea software kapa litefiso tsa ho ngolisa, litšenyehelo tsa Hardware le tsa meaho, ho itlhophisa, le ho hokahana le litsamaiso tse teng. Ho feta moo, litšenyehelo tse tsoelang pele joalo ka tlhokomelo, ntlafatso, le koetliso ea basebetsi li ka eketseha ha nako e ntse e ea.
  2. Boleng le tsamaiso ea data: Lintlha tse sa nepahalang, tse siiloeng ke nako, kapa tse kopitsoang li ka fokotsa haholo ts'ebetso ea sistimi ea CRM. Ho boloka lintlha tsa boleng bo holimo ho hloka hore ho behoe leihlo kamehla, ho hloekisoa le ho ntlafatsoa ho netefatsa hore tlhahisoleseling e nepahetse ebile e nepahetse.
  3. Ho amoheloa ke basebelisi: E 'ngoe ea liqholotso tsa mantlha tsa ho kenya tšebetsong sistimi ea CRM ke ho etsa hore basebetsi ba e sebelise ka mokhoa o tsitsitseng le ka katleho. Ho hana ho fetoha, ho hloka kutloisiso ea melemo ea tsamaiso, kapa koetliso e sa lekaneng ho ka lebisa ho litekanyetso tse tlaase tsa ho amohela basebelisi, ho qetella ho fokolisa bokhoni ba tsamaiso.
  4. Customization le scalability: Hangata likhoebo li na le litlhoko le lits'ebetso tse ikhethang tseo tharollo ea CRM e ka 'nang ea se ke ea sebetsana le eona ka ho lekana. Ho iketsetsa sistimi ea CRM ho fihlela litlhoko tse ikhethileng tsa khoebo ho ka nka nako ebile ho bitsa chelete e ngata. Ho feta moo, ha likhoebo li ntse li hola le ho fetoha, sistimi ea bona ea CRM e tlameha ho khona ho hola ka nepo, e ka bang phephetso.
  5. Ho kopanya le litsamaiso tse ling: Mekhatlo e mengata e sebelisa lisebelisoa tse fapaneng tsa software le sethala bakeng sa mesebetsi e fapaneng ea khoebo. Ho kopanya mekhoa ena e sa tšoaneng le CRM e ka ba ntho e rarahaneng le e theko e boima, e hlokang tsebo ea theknoloji le tlhokomelo e tsoelang pele.
  6. Mathata a ts'ireletso le lekunutu: Sistimi ea CRM e na le data e hlokolosi ea bareki, e etsang hore ts'ireletso e be ntho e amehang haholo. Ho netefatsa boinotši le ts'ireletseho ea tlhahisoleseling ea bareki ho hloka mehato e matla ea ts'ireletso ea data, ho kenyeletsoa encryption, taolo ea phihlello, le polokelo e sireletsehileng ea data. Ho feta moo, mekhatlo e tlameha ho latela melaoana e nepahetseng ea ts'ireletso ea data, joalo ka GDPR kapa CCPA.
  7. Ho lekanya ROI: Ho etsa qeto ea phaello ea matsete (Roi) ea tsamaiso ea CRM e ka ba phephetso, kaha melemo hangata ha e tšoarelle ebile ho thata ho e hlalosa. Mekhatlo e tlameha ho theha lipheo tse hlakileng le matšoao a bohlokoa a ts'ebetso (KPIs) ho lekola katleho ea sistimi ea CRM le ho lokafatsa litšenyehelo tsa eona tse tsoelang pele.
  8. Fetola taolo: Ho kenya tšebetsong sistimi ea CRM hangata ho kenyelletsa liphetoho tse kholo lits'ebetsong tsa khoebo le moetlo oa mokhatlo. Ho laola phetoho ena ho hloka boetapele bo matla, puisano e hlakileng, le ho reka ha basebetsi ho netefatsa phetoho e thellang le kamohelo e atlehileng ea CRM.

Ka ho sebetsana le liphephetso tsena le ho tsetela ho tharollo e nepahetseng ea CRM, likhoebo li ka notlolla bokhoni bo felletseng ba sistimi ea bona ea CRM mme ba natefeloa ke melemo e mengata eo e fanang ka eona ho ntlafatsa likamano tsa bareki, ho fokotsa boiteko ba thekiso le mebaraka, le ho ntlafatsa ts'ebetso ea khoebo ka kakaretso.

Haeba k'hamphani ea hau e batla ho kenya tšebetsong tharollo ea CRM, e fallele ho CRM e ncha, kapa e sokola ho fumana phaello holima tharollo ea hau ea hajoale ea CRM, ka kopo ikutloe u lokolohile ho ikopanya le feme ea ka, DK New Media.

Douglas Karr

Douglas Karr ke CMO ea Bula LITLHAKISO le mothehi oa Martech Zone. Douglas o thusitse batho ba bangata ba atlehileng ho qala ka MarTech, o thusitse boitelong bo nepahetseng ba chelete e fetang $5 bilione ho reka le matsete a Martech, mme o ntse a tsoela pele ho thusa lik'hamphani ho kenya ts'ebetsong le ho iketsetsa maano a bona a ho rekisa le ho bapatsa. Douglas ke setsebi le sebui sa MarTech se tsebahalang lefatšeng ka bophara. Douglas hape ke sengoli se hatisitsoeng sa tataiso ea Dummie le buka ea boetapele ba khoebo.

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