Izimiso Zokuphathwa Kokumaketha
Ukuphathwa kokumaketha kuwuchungechunge lwezinqubo zokuhlela, ukuhlela, ukuqondisa, nokulawula imisebenzi yokumaketha ukuze kufezwe imigomo yebhizinisi. Phakathi kokuncintisana okunzima kakhulu, ukushintsha kokuziphatha kwabathengi, kanye nokuthuthukiswa kobuchwepheshe bedijithali, ukumaketha akusekho nje mayelana "nokuthengisa imikhiqizo" kodwa kunalokho mayelana nokwakha inani, ubudlelwano, kanye nokuhlangenwe nakho kwamakhasimende. Ngakho-ke, izimiso zokuphathwa kokumaketha ziyadingeka ukuze kuqondiswe ukusetshenziswa kwamasu aqondiwe, asebenzayo, futhi azinzile.
1. Iqondiswe kumakhasimende
Umgomo oyinhloko wokuphathwa kokumaketha ukuqonda ikhasimende. Izinkampani kumele ziqonde imakethe yazo eziqondiwe, izidingo zazo, izinkinga ezifuna ukuzixazulula, kanye nezindinganiso ezizazisayo. Ukuqondiswa kwamakhasimende kudinga izinkampani ukuthi zilalele izwi lemakethe ngocwaningo, izinhlolovo, izingxoxo, ukuhlaziywa kokubuyekezwa, kanye nokuqapha ukuziphatha kokuthenga. Lapho izinkampani ziqala ukumaketha ngezidingo zamakhasimende, ithuba lokudala imikhiqizo efanele nokwakha ukwethembeka liyakhula.
Lokhu kuqondiswa kusho futhi ukubeka phambili ukwaneliseka kwamakhasimende njengendlela yokulinganisa impumelelo. Ukwaneliseka akukhona nje kuphela ngekhwalithi yomkhiqizo, kodwa futhi mayelana nensizakalo, ukulula kokuthenga, isivinini sempendulo, kanye nokuxhumana okucacile. Amakhasimende anelisekile anamathuba amaningi okuthenga ngokuphindaphindiwe futhi ancome uphawu kwabanye.
2. Inani lokunikezwa (ukwakhiwa kwenani)
Ukumaketha okuphumelelayo kuhlala kuqala ngokudala inani. Inani lingaba yinto esebenzayo (umkhiqizo usebenza kahle), elithinta imizwa (umkhiqizo ukhuthaza ukuzethemba), noma elithinta umphakathi (ukusekela umphakathi noma indawo ezungezile). Izinkampani zidinga ukuphendula umbuzo obalulekile: "Kungani amakhasimende kufanele akhethe umkhiqizo wethu kunomncintiswano?"
Inani lihlobene futhi nokushintshana phakathi kwezinzuzo ezibonwayo kanye nezindleko zamakhasimende. Izindleko lapha azibandakanyi nje intengo kodwa futhi nesikhathi, umzamo, kanye nengozi. Uma inani elibonwayo lamakhasimende likhula, kulapho ukukhanga komkhiqizo kuqina khona futhi amathuba enkampani okuwina imakethe ayanda.
3. Ukuhlukaniswa, ukuqondiswa, kanye nokubekwa (STP)
Akukho bhizinisi elingakhonza wonke umuntu ngendlela efanayo. Ngakho-ke, ukuphathwa kokumaketha kunamathela kumgomo we-STP:
– Ukuhlukaniswa: ukuhlukanisa imakethe ibe ngamaqembu anezici ezifanayo, isibonelo ngokusekelwe ebantwini, indlela yokuphila, izidingo, noma ukuziphatha.
– Ukuqondisa: ukukhetha ingxenye engaba khona kakhulu kanye neyodwa efanela amakhono enkampani.
– Ukubeka: ukudala isithombe esicacile somkhiqizo kanye nesikhundla ezingqondweni zamakhasimende aqondiwe, isibonelo njengenkampani esezingeni eliphezulu kakhulu, ewusizo kakhulu, noma engabizi kakhulu.
I-STP isiza izinkampani ukuthi zigxile. Ukugxila emilayezweni yokumaketha kuba nembile kakhudlwana, izindleko zokukhushulwa zisebenza kahle kakhudlwana, futhi imikhiqizo kulula ukuyithuthukisa ukuze ihlangabezane nezidingo zezingxenye ezikhethiwe.
4. Ukuvumelana kwesu kanye nobunikazi bomkhiqizo
Ukungaguquguquki kuyisimiso esibalulekile ekwakheni ukwethembana. Ubunikazi bomkhiqizo buhlanganisa ilogo, imibala, isitayela sokuxhumana, amanani omkhiqizo, kanye nokuhlangenwe nakho kwamakhasimende. Uma umkhiqizo ushintsha ngendlela engaqondile, amakhasimende azodideka futhi ukwethembana kungaphela.
Ukungaguquguquki kusebenza nasethembisweni lomkhiqizo. Uma inkampani izibeka njengomkhiqizo we-premium, khona-ke ikhwalithi yomkhiqizo, ukwakheka, isevisi, ngisho nokuxhumana kumele kuhambisane naleyo ndawo ye-premium. Ngokuphambene nalokho, uma umkhiqizo ugcizelela ukuthengeka, inkampani kumele igcine ukusebenza kahle ngaphandle kokulahla ikhwalithi eyinhloko amakhasimende ayilindele.
5. Ukuhlanganiswa kwengxube yokumaketha
Umgomo olandelayo ukuphatha ingxube yokumaketha ngendlela ehlanganisiwe. Ingxube yokumaketha yakudala yaziwa ngokuthi i-4Ps: Umkhiqizo, Intengo, Indawo, kanye Nokukhushulwa. Ngokomongo wesevisi, lokhu kuvame ukunwetshwa kube yi-7Ps, okuhlanganisa Abantu, Inqubo, kanye Nobufakazi Obubonakalayo.
– Umkhiqizo: izici, ikhwalithi, ukuhlukahluka, ukupakishwa, kanye nezinzuzo zomkhiqizo.
– Intengo: isu lentengo, izaphulelo, izinhlelo zokukhokha, kanye nenani elinikezwayo.
– Indawo: iziteshi zokusabalalisa, indawo, amapulatifomu aku-inthanethi, kanye nokutholakala.
- Ukukhushulwa: ukukhangisa, ukukhushulwa kokuthengisa, ubudlelwano bomphakathi, okuqukethwe, kanye nokuthengisa komuntu siqu.
– Abantu: I-HR exhumana namakhasimende.
- Inqubo: ukugeleza kwenkonzo kanye nokulula kokuhlangenwe nakho kwamakhasimende.
– Ubufakazi Obubonakalayo: ubufakazi obubonakalayo njengokuboniswa esitolo, ukupakisha, noma ukwakheka kwesicelo.
Isihluthulelo salesi simiso ukuhambisana. Isibonelo, isu lokuphromotha ledijithali elinamandla kumele lisekelwe ukutholakala kwesitoko, isevisi yamakhasimende esabelayo, kanye nenqubo yokulethwa ethembekile.
6. Ukwenza izinqumo ngokusekelwe kudatha
Ukuphathwa kokumaketha kwanamuhla kudinga izinqumo ezisekelwe kudatha, hhayi nje umuzwa wokwazi. Idatha isiza izinkampani ukuthi zilinganise ukusebenza kahle komkhankaso, ziqonde ukuziphatha kwamakhasimende, zenze ukwahlukaniswa okunembile, futhi zibikezele isidingo.
Izibonelo zedatha efanele zifaka phakathi ithrafikhi yewebhusayithi, amazinga okuguqulwa, izindleko zokutholwa kwamakhasimende (i-CAC), inani lempilo yamakhasimende (i-CLV), ukuzibandakanya ezinkundleni zokuxhumana, kanye namazinga okugcinwa kwamakhasimende. Idatha ivumela izinkampani ukuthi zenze ukulungiswa okuqhubekayo, njengokuthuthukisa imiyalezo yokukhangisa, ukucwenga amakhasi omkhiqizo, noma ukulungisa amanani ukuze kwandiswe ukuthengisa kanye nemingcele.
7. Ukuzivumelanisa nezimo kanye nokuzivumelanisa nezimo noshintsho
Izimakethe zishintsha njalo: izitayela, ubuchwepheshe, imithethonqubo, kanye nezintandokazi zabathengi zishintsha ngokushesha. Ngakho-ke, esinye isimiso esibalulekile ukuguquguquka. Izinkampani zidinga ukuqapha izinguquko endaweni yebhizinisi futhi zivumelanise amasu azo ngokushesha. Ukuzivumelanisa nezimo kungafaka phakathi ukusungula umkhiqizo, izinguquko eziteshini zokusabalalisa, ukusebenzisa amapulatifomu amasha edijithali, noma ukulungisa imikhankaso ukuze ihlale ifanele.
Ukuzivumelanisa nezimo kusho nokuzimisela ukuhlola imibono emisha. Izinkampani eziningi zisebenzisa indlela yokumaketha eshesha, ehilela ukuqhuba izivivinyo ezincane, ukulinganisa imiphumela, bese zilungisa amasu ngokusekelwe kokutholakele.
8. Ukwakha ubudlelwano besikhathi eside (ukumaketha kobudlelwano)
Ukumaketha akukhona mayelana nokuthengiselana kwesikhathi esifushane, kodwa mayelana nobudlelwano besikhathi eside. Ukugcina amakhasimende akhona ngokuvamile kushibhile kunokuthola amasha. Ukumaketha kobudlelwano kugcizelela ukubaluleka kwensizakalo yangemva kokuthengisa, izinhlelo zokwethembeka, ukuxhumana komuntu siqu, kanye nokuhlangenwe nakho okujabulisayo kwamakhasimende.
Ebudlelwaneni obuqinile, amakhasimende azizwa eyigugu futhi angase athethelele amaphutha amancane ngoba ethemba ukuthi umkhiqizo uzokwenza izinto zilunge. Ubudlelwano besikhathi eside buphinde busize amabhizinisi ukuba asinde ekuwohlokeni kwemakethe ngoba anamakhasimende athembekile.
9. Ukuziphatha kanye nomthwalo wemfanelo emphakathini
Izimiso zokuphathwa kahle kokumaketha kumele zicabangele ukuziphatha. Ukumaketha akufanele kukhohlise, kushintshe, noma kufihle ulwazi olubalulekile kumakhasimende. Ukwethembeka ekukhangiseni, ukucaca kwamanani, ukuphepha kwedatha yamakhasimende, kanye nokuthobela imithetho konke kuyingxenye yemikhuba yokumaketha enomthwalo wemfanelo.
Ngaphezu kwalokho, abathengi banamuhla bakhathazeka kakhulu ngezinkinga zomphakathi nezemvelo. Izinkampani ezibonisa ukukhathazeka kwangempela—hhayi isithombe nje kuphela—zivame ukuba nokwethenjelwa kakhudlwana. Umthwalo wemfanelo emphakathini ungahlukanisa uphawu futhi uqinise idumela lalo lesikhathi eside.
10. Ukuhlola nokulawula
Umgomo wokugcina ukuhlolwa okulinganiselwe. Lonke uhlelo lokumaketha kufanele lube nezinhloso ezicacile kanye nezinkomba zokusebenza (ama-KPI). Izinhloso zingafaka phakathi ukuthengisa okwandisiwe, ukuthengwa kwamakhasimende amasha, ukuqwashisa okwandisiwe, noma ukugcinwa okuthuthukisiwe. Ukulawula kufezwa ngokuqapha imiphumela, ukuyiqhathanisa nezinhloso, bese kuthatha isinyathelo sokulungisa.
Ukuhlola kusiza izinkampani ukuthi zabe izabelomali ngokuhlakanipha: imisebenzi ephumelelayo iyandiswa, kuyilapho engasebenzi kahle incishiswa noma iyekwa. Ngomjikelezo wokuhlola ojwayelekile, ukumaketha kuba inqubo egxile, enamasu, hhayi umsebenzi "wokuzama nje".
I-Penutup
Izimiso zokuphatha ukumaketha zisebenza njengesisekelo sezinkampani ukudala inani, ukwakha ubudlelwano namakhasimende, nokuncintisana ngendlela eqhubekayo. Kusukela ekuqondisweni kwamakhasimende, ekudalweni kwenani, i-STP, ukuhambisana komkhiqizo, ukuhlanganiswa kwengxube yokumaketha, izinqumo eziqhutshwa idatha, kuya ekuhlolweni okuhlelekile—konke kuyahambisana. Uma lezi zimiso zisetshenziswa njalo, ukumaketha akugcini nje ngokuba ithuluzi lokukhulisa ukuthengisa kodwa futhi kuba isu lokuqinisa ukuma komkhiqizo kanye nokukhula kwebhizinisi isikhathi eside.
