Te Whakahaere Hononga Kaihoko (CRM)
I tēnei ao pakihi e piki haere ana te whakataetae, kāore e ranea te whai hua pai noa iho. Me hanga e ngā kamupene he whanaungatanga kaha, pumau, me te whai hua ki ngā kiritaki kia ora ai, kia tipu ai hoki mō te wā roa. Koinei te wāhi e whai wāhi nui ai te Whakahaere Hononga Kiritaki (CRM). Ehara i te mea he pūnaha rokiroki raraunga tono, he pūnaha rokiroki raraunga kiritaki rānei te CRM; he huarahi rautaki ki te mārama ki ngā kiritaki, ki te mahi pai ake ki a rātou, me te whakapiki ake i te pono me te hua o te pakihi.
Te Mārama ki te CRM
He rautaki pakihi te CRM e aro ana ki te whakahaere i ngā taunekeneke a te kamupene me ngā kiritaki, mai i ngā kiritaki pea (ngā kiritaki e tumanakohia ana) ki ngā kiritaki pono. Kei roto i te CRM ngā tukanga kohikohi raraunga, tātari whanonga kiritaki, whakahaere whakawhitiwhiti kōrero, me te hoahoa ratonga whaiaro ake. I roto i te mahi, he maha ngā wā ka tautokona te CRM e ngā pūmanawa e āwhina ana i ngā kamupene ki te tuhi i ngā mōhiohio nui pēnei i te hītori hoko, ngā manakohanga kiritaki, ngā amuamu, me ngā mahi hokohoko me te hoko.
Te Kaupapa Matua o te CRM
Ko te whāinga matua o te CRM ehara i te mea ko te "whakatata atu" ki ngā kiritaki anake, engari ko te hanga hononga whai hua hoki mō ngā taha e rua. Ko ētahi o ngā whāinga matua o te CRM ko:
1. Whakanuia te pai o te ratonga ki ngā kiritaki mā te ratonga tere, tika, me te pumau.
2. Whakanuia te pono o ngā kiritaki kia roa ai te noho a ngā kiritaki, ā, kia kore ai e ngāwari te huri ki ngā whakataetae.
3. Te akiaki i te tipu o ngā hoko mā roto i ngā tuku e tika ana, te hokohoko whakawhiti, me te hokohoko ake.
4. Kia mārama ki ngā hiahia o te kiritaki mā te tātari raraunga tika.
5. Whakarei ake i te pai o te mahi nā te mea kei te pokapū ngā raraunga kiritaki, ā, kei te wātea hoki i waenga i ngā wāhanga.
Ngā Wāhanga Matua o te CRM
Ko te CRM he maha ngā wāhanga nui e hono tahi ana:
1. CRM Whakahaere
E arotahi ana ki te whakahaere aunoa i ngā tukanga pakihi pēnei i te hoko, te hokohoko, me te ratonga kiritaki. Ko ētahi tauira ko te tuhi i ngā arahi hoko, te tuku īmēra hokohoko aunoa, me ngā pūnaha tikiti ratonga kiritaki mō te whakahaere amuamu.
2. CRM Tātari
Ko te whāinga he tātari i ngā raraunga a te kiritaki kia taea ai e ngā kamupene te whakatau whai whakaaro. Hei tauira, ka taea e ngā kamupene te whakatau ko ēhea ngā hua e tino hiahiatia ana, ko ēhea te wā e hoko ai ngā kiritaki, ko ēhea rānei ngā wāhanga kiritaki e tino whai hua ana.
3. CRM Mahi Tahi
Kia kaha te mahi tahi a ngā tīma katoa i roto i te kamupene kia pai ai te rere o ngā mōhiohio kiritaki i waenga i ngā tari hoko, hokohoko, me te ratonga. Mā te mahi tahi whai hua, ka pai ake te wheako o ngā kiritaki, ka ngaio ake hoki.
Ngā Painga o te CRM mō ngā Pakihi
He pānga nui tō te whakatinanatanga tika o te CRM ki te tipu o te pakihi. Anei ētahi o ngā painga matua:
– He pai ake te hanganga o ngā raraunga a te kiritaki, nō reira he māmā ake te rapu me te tukatuka.
– He ratonga whaiaro ake, hei tauira mā te tuku taunakitanga e ai ki ngā whanonga a te kiritaki.
– He whai hua ake te whakawhitiwhiti kōrero nā te mea e mōhio ana te kamupene ki ngā huarahi whakawhitiwhiti kōrero e pai ana ki ngā kiritaki (īmēra, WhatsApp, waea, pāpāho pāpori).
– Whakanuia te pupuri i ngā kiritaki, nā te mea he nui ake te tūponotanga ka hoki mai ngā kiritaki kua makona ki te hoko.
– Whakaitihia ngā utu hokohoko, nā te mea ka taea te arotahi i ngā kaupapa hokohoko ki te wāhanga tika.
– Whakanuia ake te hua o te tīma, nā te mea kua pai ake te whakarite o ngā mahi hokohoko me ngā mahi ratonga.
Te Tukanga Whakatinanatanga CRM
Kāore e taea te whakamahi noa i te CRM mā te tāuta noa i tētahi taupānga me te tumanako kia puta wawe mai ngā hua. Me whai i ngā mahi whakarite kia tino whai hua ai te kamupene.
1. Whakatauhia ngā Whāinga me ngā Hiahia
Ko te taahiraa tuatahi ko te whakatakoto whāinga mārama: kei te hiahia koe ki te whakanui ake i ngā hoko, ki te tere ake i te ratonga, ki te whakapai ake rānei i te pono? Mā ēnei whāinga ka whakatau te momo CRM me ngā āhuatanga e hiahiatia ana.
2. Kohikohi me te whakarite i ngā raraunga kiritaki
Ka ahu mai pea ngā raraunga kiritaki i ngā whakawhitiwhitinga, ngā puka rēhita, ngā taunekeneke pāpāho pāpori, tae atu ki ngā urupare a te kiritaki. Me whakarite kia tika, kia āta whakaritea hoki ngā raraunga. Ki te kore e tika te whakaritenga o ngā raraunga, ka hē ngā hua tātaritanga CRM.
3. Te Kōwhiri i te Pūnaha CRM Tika
He maha ngā kōwhiringa CRM e wātea ana, mai i ngā mea māmā mō ngā pakihi iti me te rahi-waenga ki ngā mea uaua mō ngā hinonga nui. Me whai whakaaro te kōwhiringa pūnaha ki te utu, te ngāwari o te whakamahi, te whakaurunga ki ētahi atu pūnaha, me te haumarutanga raraunga.
4. Whakangungu Kaimahi
Ka whai hua anake te CRM mēnā ka whakamahia tonutia. Nō reira, he mea nui te whakangungu kia mārama ai ngā kaimahi ki te whakauru raraunga, ki te pānui i ngā pūrongo, me te whakahaere i ngā tukanga mahi e hangai ana ki te pūnaha.
5. Aromatawai me te Whakapai Anō i ia Wā
Me arotake e ngā kamupene mēnā kei te whakapai ake te CRM i te mahi. Hei tauira, he tere ake te wā urupare ratonga kiritaki? Kei te piki haere ngā hoko? I runga i ēnei hua aromatawai, ka taea e ngā kamupene te whakapai ake i ngā tukanga.
Ngā Wero i roto i te Whakatinanatanga CRM
Ahakoa ōna painga, he maha ngā wero e pā ana ki te whakatinanatanga o te CRM, pērā i:
– Kāore ngā kaimahi e hiahia ki te whakarerekē, inā koa kua taunga rātou ki ngā mahi ā-ringa.
– Kāore i oti, kāore rānei i te ōrite ngā raraunga, nō reira kāore i te tino tika te tātari.
– E kiia ana he nui ngā utu whakatinanatanga, inā koa mō ngā pakihi iti.
– Te korenga o te whakaurunga i waenga i ngā hongere (ipurangi me te tuimotu), ka hua ake he wheako kiritaki kore e honoa.
– Ngā mōrearea haumarutanga raraunga, nā te mea e rongoa ana te CRM i ngā mōhiohio tairongo a te kiritaki.
Ko te wikitoria i ēnei wero e hiahiatia ana te whakapau kaha a ngā kaiwhakahaere, he ahurea mahi pai, me ngā kaupapa here tiaki raraunga mārama.
CRM i te Ao Mamati
Nā ngā whanaketanga hangarau kua tino matatau ake te CRM. He maha ngā CRM e hono ana ki ngā pāpāho pāpori, ngā mākete, me ngā taupānga karere inamata. Ka taea e ngā kamupene te whakamahi i te mātauranga horihori (AI) hei matapae i ngā whanonga a te kiritaki, te tuku taunakitanga aunoa, me te tautuhi i ngā kiritaki ka huri pea ki te mahi.
Hei tāpiri atu ki tēnā, kei te piki haere te hiranga o te ariā omnichannel, arā, te whakarato i tētahi wheako kiritaki pumau puta noa i ngā hongere maha. Ka taea e ngā kiritaki te uiui mā Instagram, kātahi ka haere tonu te tauwhitinga mā te paetukutuku, ka whiwhi ratonga muri-hoko mā WhatsApp—ka tuhia katoatia ki roto i tētahi pūnaha CRM kotahi.
Whakamutunga
Ko te Whakahaere Hononga Kaihoko (CRM) he rautaki e arotahi ana ki te hanga hononga roa me ngā kiritaki mā te whakahaere raraunga hanganga me ngā taunekeneke. Ka āwhina te CRM i ngā kamupene ki te whakapai ake i te pai o te kiritaki, te pono, me te whai huatanga o te whakahaere. Ko te whakatinanatanga angitu o te CRM me mārama ngā whāinga, ngā raraunga kua whakaritea, te kōwhiringa pūnaha tika, te whakangungu kaimahi, me te aromatawai tonu.
I tēnei ao matihiko, ehara te CRM i te mea he kōwhiringa noa iho, engari he mea nui. Ka whai painga whakataetae kaha ngā kamupene e pai ake ai te mārama me te mahi ki ā rātou kiritaki. Mā te CRM, ehara i te mea ka hoko hua noa ngā pakihi engari ka hanga hoki i te whakawhirinaki—ā, ko te whakawhirinaki te rawa nui rawa atu mō te pumau o te pakihi.
