Te Arotau i te Hua mā te Tātari Raraunga
I tēnei ao matihiko o ēnei rā, kua noho ko ngā raraunga hei tetahi o ngā rawa tino nui o tētahi kamupene. Tata ki ngā mahi pakihi katoa—mai i ngā whakawhitiwhitinga hoko me ngā whanonga a ngā kiritaki i runga i ngā paetukutuku ki ngā taunekeneke pāpāho pāpori me ngā tukanga whakahaere ā-roto—ka whakaputa raraunga. Heoi, kāore e piki aunoa ngā hua ina nui ngā raraunga. Ka taea anake te whakatutuki i ngā hua tino pai ina tukatukahia ngā raraunga hei māramatanga, ā, ka whakamaoritia hei whakatau pakihi whai whakaaro. Koinei te mauri o te tātari raraunga: te huri i ngā tau me ngā meka hei rautaki hei whakapiki i ngā moni whiwhi, hei whakaiti i ngā utu, hei whakaiti hoki i te mōrearea.
1. He aha te hiranga o te tātari raraunga mō te hua?
Ko te hua ko te rerekētanga i waenga i te moni whiwhi me ngā utu. Nō reira, e rua ngā huarahi matua hei whakapai ake: (1) te whakanui ake i te moni whiwhi me te (2) te whakaiti i ngā utu. Mā te tātari raraunga ka taea te whakatutuki i ngā mea e rua i te wā kotahi mā te:
– Kia tere ake te kite i ngā whai wāhitanga mākete mā roto i ngā au o te tono me ngā manakohanga a te kiritaki.
– Whakaitihia te para mā te tautuhi i ngā tukanga koretake.
– Whakapai ake i te tika o ngā whakataunga i runga i ngā meka, kaua i runga i te māramatanga noa iho.
– Te mahere i ngā mōrearea me ngā āwangawanga kia pai ake ai te whakarite a ngā kamupene mō ngā huringa.
Mā te whakamahi i ngā tātaritanga tika, e kore e taea e ngā kamupene te "tauhohe" ki ngā raruraru anake, engari ka taea hoki te "matapae" me te "ārai" i ngā mate i mua i te puta mai.
2. Ngā Wāhanga o te Tukatuka Raraunga hei Pānga ki ngā Hua
Kia tino whai hua ai te tātari raraunga, me whai tikanga pūnaha te tukanga. Ko ngā mahi noa ko:
a) Whakatauhia ngā whāinga pakihi
I mua i te tukatuka raraunga, me mārama ngā kamupene ki ngā whāinga e hiahia ana rātou ki te whakatutuki: Kei te arotahi te arotahi ki te whakapiki i ngā hoko? Kei te whakaiti i ngā utu whakaputa? Kei te whakaiti i te hurihanga o ngā kiritaki? Mā ngā whāinga mārama ka arotahi ake te tātari.
b) Kohia ngā raraunga e tika ana
Kāore e whai hua ngā raraunga katoa. Me kohikohi e ngā kamupene ngā raraunga e hangai ana ki ā rātou whāinga, hei tauira:
– Ngā raraunga hoko mō ia hua, mō ia rohe, mō ia wā.
– Ngā raraunga whanonga a te kiritaki (pāwhiri, wā toro, kete hokohoko).
– Ngā raraunga mō ngā taonga me ngā mekameka tuku.
– Ngā raraunga utu whakahaere me te hua.
c) Te horoi me te whakamana i ngā raraunga
He "paru" te raraunga: kei roto ngā tāruarua, ngā āputa, ngā taupatupatu rānei. Ka puta he māramatanga hē i ngā raraunga kino. Nō reira, he mea nui te wāhanga horoi raraunga.
d) Tātarihia, ā, whakaarohia hoki
Ka taea te tātari te ahu mai i ngā tatauranga māmā ki te whakatauira matapae, te wehewehe kiritaki, tae noa ki te ako mīhini. He mea nui anō hoki te whakaatu mā roto i ngā papaaho tirotiro kia māmā ai te mārama o ngā tirohanga ki ngā tīma kore-hangarau.
e) Te mahi me te ine i tōna pānga
Kāore te māramatanga me te kore mahi e whakaputa hua. Me whakaputa ngā hua tātaritanga hei rautaki whakahaere, kātahi ka aromatawaihia mā te whakamahi i ngā Tohu Mahi Matua (KPI) pērā i te tawhē hua, te reiti tahuritanga, te utu mō ia hoko rānei.
3. Rautaki Arotau Hua e Hangai ana ki te Tātari Raraunga
Anei ētahi o ngā rautaki tino whai hua mō te whakapiki i ngā hua mā te tātari raraunga:
1) Te wehewehenga o ngā kiritaki mō te hokohoko tika ake
Kāore i te ōrite te hanganga o ngā kiritaki katoa. Mā te tātari raraunga, ka taea e ngā kamupene te wehewehe i ngā kiritaki i runga i ngā whanonga, ngā āhuatanga taupori, te auau hoko, te uara tauwhitinga rānei. Hei tauira:
– Ngā kiritaki pono me ngā hoko auau.
– Ngā kiritaki e aro nui ana ki te utu.
– Ko ngā kaihoko e hoko ana i ngā wā whakatairanga anake.
Mā tēnei wehewehenga ka taea e ngā kamupene te waihanga i ngā kaupapa whakatairanga whaiaro ake, whai hua ake hoki. Nō reira, ka whakaitihia ngā utu hokohoko, ka piki ake hoki ngā reiti tahuritanga.
2) Te utu hihiri me te arotautanga utu
He tino tairongo te utu hei whakatau i te hua. Mā te tātari raraunga ka mārama ngā kamupene ki:
– Te ngāwari o te utu (te nui o te hiahia e rerekē ana ina piki te utu).
– Ngā utu a ngā kaiwhakataetae.
– Ētahi wā, ētahi wā rānei e pā ana ki te tono.
Mā ngā rautaki utu hihiri—hei tauira, te whakarerekē i ngā utu i runga i te tono me ngā hea—ka taea e ngā kamupene te whakanui ake i ngā tawhē me te kore e ngaro te tini o ngā kiritaki.
3) Te matapae i te hiahia mō te whai huatanga o ngā rawa
Ka piki ake ngā utu rokiroki, te mōrearea o te paunga, me ngā ngaronga pea mēnā he iti rawa ngā taonga. Ka ngaro ngā hoko i te iti rawa o ngā taonga. Mā te matapae i runga i ngā raraunga o mua, ngā ia o ngā wā, me ngā āhuatanga o waho (hei tauira, ngā whakatairanga, ngā hararei rānei), ka taea e ngā kamupene te whakatau i ngā taumata taonga tika ake. Ko te mutunga mai he pai ake te huringa taonga me ngā hua pumau ake.
4) Tātarihia te awa hokohoko hei whakapiki i ngā tahuritanga
He maha ngā pakihi matihiko he hāneanea: manuhiri → tirohanga hua → tāpiri ki te kete → utu → utu. Ka taea e te tātari raraunga te tautuhi i ngā wāhi rahunga, hei tauira:
– He maha ngā kaihoko e whakarērea ana ā rātou kaata nā te nui o ngā utu tuku.
– He tino uaua rawa te tukanga utu.
– Te puhoi o te utaina o te paetukutuku i te whārangi utu.
Mā te whakatika i tēnei arai, ka taea te piki ake o ngā reiti tahuritanga me te kore e piki ake ngā utu pānuitanga.
5) Whakaitihia te neke mai o ngā kiritaki, me te whakapiki i te pupuri i ngā kiritaki
He nui ake te utu mō te kimi kiritaki hou i te pupuri i ngā kiritaki o nāianei. Ka taea e ngā tātaritanga te kite i ngā tohu o te nekenga o ngā kiritaki, pēnei i:
– Kua tino heke te auau o ngā hoko.
– Kāore e whakatuwhera ana i ngā īmēra whakatairanga.
– Ngā amuamu maha, ngā whakahokinga taonga rānei.
Mā te matapae i te huringa o ngā kaihoko, ka taea e ngā kamupene te mahi i ngā mahi ārai pēnei i te tuku tuku motuhake, te whakapai ake i te ratonga, te whakapai ake rānei i te kounga o te hua. Ko te pupuri pai ake i ngā kaihoko ko te whakapiki ake i te uara mō te oranga katoa o te kiritaki—ā, nō reira, ka nui ake ngā hua.
6) Te arotau i ngā utu whakahaere me te hua o te mahi
Haunga te whakapiki i te moni whiwhi, ka taea hoki te whakapiki i ngā hua mā te whakaiti i ngā utu. Ka āwhina te tātari raraunga ki te mahere:
– Ko te wāhanga o te tukanga whakaputa e moumou taima ana.
– Ngā mīhini e pāngia pinepine ana e te wā kore mahi.
– Ngā whakapaunga kāore e pā nui ki ngā hua.
Hei tauira, ka taea e ngā kamupene hanga te whakamahi i ngā raraunga pūoko mīhini hei tiaki ārai. Ka taea e tēnei te ārai i ngā pakaru nui, te whakaiti i te wā kore mahi, me te whakahaere i ngā utu tiaki.
4. Ngā KPI hei Aroturuki mō te Hua
Kia pai ai te whakahaere i te arotautanga hua, me ine e ngā kamupene ētahi tohu nui pēnei i:
– Tapeke Hua Katoa: te tapeke hua katoa, e ine ana i te whai huatanga o te whakaputa me te utu hoko.
– Tapeke Hua Kupenga: tapeke hua kupenga i muri i ngā utu katoa.
– Te Utu Hoko Kaihoko (CAC): te utu mō te hoko kiritaki hou.
– Uara Mō Te Ora o te Kaihoko (CLV): te uara katoa o te kiritaki i roto i tō rātou whanaungatanga ki te pakihi.
– Te Auau Tahuritanga: te ōrau o ngā manuhiri ka riro hei kaihoko.
– Te Hurihanga o ngā Taonga: te tere o te hokonga o ngā taonga.
Mā te whakamahi i ēnei KPI, ka taea e ngā kamupene te whakarite kia tino pāngia ngā hua e ia rautaki e ahu mai ana i ngā raraunga.
5. Ngā Wero me te Āhua o te Whakakore i a rātou
Ahakoa he pai te tātari raraunga, ehara i te mea ngāwari te whakatinanatanga i ngā wā katoa. Ko ngā wero noa ko:
– Kei te horahia ngā raraunga puta noa i ngā pūnaha maha (POS, mākete, CRM, pāpāho pāpori). Ko te otinga ko te whakaurunga raraunga me te whakamahinga o tētahi whare putunga raraunga.
– Te korenga o ngā rauemi tangata whai pūkenga tātari. Ko te otinga he whakangungu ā-roto, he mahi tahi rānei me ngā kaitohutohu raraunga.
– He ahurea whakatau e ahu mai ana i te hinengaro mohio. Ko te otinga he whakatipu i te whakamahinga o ngā papaaho whakahaere me ngā whakamātautau e ahu mai ana i ngā raraunga.
– Te haumarutanga me te tūmataitinga. Ka whakatinanahia e te otinga ngā kaupapa here tiaki raraunga me te tutuki i ngā ture.
Whakamutunga
Ko te arotau i ngā hua mā te tātari raraunga ehara i te mea ko te nui o ngā raraunga anake; engari ko te huri i aua raraunga hei whakatau whai whakaaro, whai hua hoki. Mā te wehewehenga kiritaki, te arotau utu, te matapae tono, te whakatikatika i ngā awa hokohoko, te whakaiti i ngā huringa mahi, me te whai huatanga o te whakahaere, ka taea e ngā kamupene te whakapiki ake i ngā moni whiwhi me te whakaiti i ngā utu. Ko ngā kī ki te angitu kei roto i ngā whāinga pakihi mārama, ngā raraunga kounga teitei, me te ahurea kamupene e whakawhirinaki ana ki ngā meka. I roto i tētahi taiao whakataetae e piki haere ana, ka whai painga motuhake ngā pakihi e whakamahi pai ana i ngā raraunga ki te whakapiki ake i ngā hua.
