Indlela Yokulinganisa Ukwaneliseka Kwamakhasimende
Ukwaneliseka kwamakhasimende kungenye yezinkomba ezibaluleke kakhulu zokuzinza kwebhizinisi. Amakhasimende anelisekile anamathuba amaningi okuthenga ngokuphindaphindiwe, ancome imikhiqizo kwabanye, futhi abekezelela kakhulu izinkinga ezincane. Ngokuphambene nalokho, amakhasimende anganelisekile awagcini nje ngokuyeka ukuthenga kodwa futhi angasakaza okuhlangenwe nakho okubi, kulimaze idumela lenkampani. Ngakho-ke, ikhono lokulinganisa ukwaneliseka kwamakhasimende ngokunembile liyisisekelo sokwenza izinqumo ezisekelwe kudatha, hhayi nje ekuqondeni.
Kodwa-ke, ukukala ukwaneliseka kwamakhasimende akukhona nje ukubuza ukuthi, "Uyaneliseka?" Kunezindlela eziningana, izindlela zokulinganisa, kanye nezindlela ezitholakalayo, ngayinye inezinzuzo zayo kanye nokungalungi kwayo. Lesi sihloko sixoxa ngendlela yokulinganisa ukwaneliseka kwamakhasimende ngendlela ehlelekile ukuze imiphumela ifaneleke, isebenze, futhi iholele ekuthuthukisweni kwangempela.
1. Qonda incazelo yegama elithi “wanelisekile” ngokusho kwamakhasimende
Isinyathelo sokuqala ukuqonda ukuthi ukwaneliseka akuyona into eyodwa. Amakhasimende ahlola ukwaneliseka ngokusekelwe kulokho akulindele ngaphambi kokuthenga kanye nokuhlangenwe nakho kwawo ngemva kokusebenzisa umkhiqizo noma isevisi. Ngakho-ke, amabhizinisi kudingeka aqonde izinto ezimbili: okulindelwe ngamakhasimende kanye nokuhlangenwe nakho kwangempela. Umehluko phakathi kwalokhu okubili uzonquma ukuthi amakhasimende anelisekile, awanandaba, noma adumele.
Empeleni, lokhu kusho ukulinganisa izici ezibaluleke ngempela kumakhasimende, hhayi nje lezo ezibhekwa njengezibalulekile ngaphakathi yinkampani. Isibonelo, kumakhasimende e-commerce, ukwaneliseka kuvame ukuthonywa isivinini sokulethwa, isimo sezimpahla lapho zifika, ukulula kokubuyiselwa, kanye nokusabela kwenkonzo yamakhasimende.
2. Ukusebenzisa izinhlolovo zokwaneliseka kwamakhasimende (Isikolo Sokwaneliseka Kwamakhasimende/i-CSAT)
I-CSAT iyindlela evame kakhulu. Ngokuvamile, amakhasimende acelwa ukuthi alinganise ulwazi lwawo esikalini, njengo-1–5 noma 1–10. Imibuzo ye-CSAT ivame ukuvela ngemva kokuthengiselana, ngemva kokuxhumana nesevisi yamakhasimende, noma ngemva kokuba amakhasimende esebenzisa isici esithile.
Isibonelo semibuzo ye-CSAT:
– “Waneliseke kangakanani ngesevisi yethu namuhla?”
– “Waneliseke kangakanani ngekhwalithi yomkhiqizo owutholile?”
Izinzuzo ze-CSAT:
– Kulula kumakhasimende ukuqonda.
- Ukuqoqa nokuhlaziya okusheshayo.
– Kufanelekela ukulinganisa okuhlangenwe nakho okuthile (isb. ngemva kokuxoxa ne-CS).
Izinkinga ze-CSAT:
– Kungaba yinto evamile kakhulu uma umbuzo ungaqondile.
– Izindinganiso zokwaneliseka zivame ukuthonywa imizwa yesikhashana.
Ukuze i-CSAT ibe wusizo kakhulu, engeza umbuzo omfushane novulekile ofana nokuthi: “Yiziphi izizathu zakho zokunikeza leso silinganiso?” Le mpendulo inikeza umongo kanye nemibono yokuthuthukisa.
3. Ukulinganisa ukwethembeka nge-Net Promoter Score (NPS)
I-NPS yenzelwe ukukala amathuba okuba ikhasimende lincome ibhizinisi lakho kwabanye. Umbuzo ulula:
“Ungancoma umkhiqizo/insizakalo yethu kumngane noma osebenza naye?” ngesilinganiso esingu-0–10.
Abaphenduli babe sebehlukaniswa baba:
– Abagqugquzeli (9–10): banelisekile kakhulu futhi bathembekile.
– Ama-Passives (7–8): anelisekile, kodwa awashiseki kakhulu.
– Abagxeki (0–6): abanganelisekile futhi abangase basabalalise okuhlangenwe nakho okubi.
Ifomula ye-NPS:
I-NPS = % Abagqugquzeli – % Abahlaziyi
Izinzuzo ze-NPS:
– Kusiza ukubikezela ukukhula kwesikhathi eside kanye nokwethembeka.
– Ukulinganisa kulula phakathi kwezikhathi.
Izinkinga ze-NPS:
– Akahlali echaza “ukuthi kungani” amakhasimende enikeze lawo maphuzu.
– Akufanelekile kangako ukulinganisa imininingwane yokuhlangenwe nakho okuthile.
Isixazululo ukuhlanganisa i-NPS nemibuzo elandelayo efana nokuthi: “Yisiphi isizathu esiyinhloko osinike leso sibalo?” kanye nokuthi “Yini esingayithuthukisa?”
4. Ukulinganisa ubulula benkonzo nge-Customer Effort Score (CES)
I-CES igxile ekutheni amakhasimende angazixazulula kalula kanjani izidingo zawo, ikakhulukazi lapho esebenzisana nensizakalo yamakhasimende, inqubo yokuthenga, noma inqubo yokufaka izicelo.
Izibonelo zemibuzo ye-CES:
– “Bekulula kangakanani ngawe ukuxazulula inkinga yakho namuhla?” (isikali 1–5 kusukela kokunzima kakhulu kuya kokulula kakhulu)
– “Ngingahlangabezana nezidingo zami kalula.” (ngiyavuma/ngiphika isilinganiso)
Kungani i-CES ibalulekile? Ngoba okuhlangenwe nakho "okulula" kuvame ukuqinisa ukwethembeka kunokuhlangenwe nakho "okukhulu" kodwa okuyinkimbinkimbi. Ukunciphisa ukungezwani njengezindlela ezinde, izimpendulo ezisheshayo, noma izinqubo zokubuyisa eziyinkimbinkimbi kungakhulisa kakhulu ukwaneliseka.
5. Qapha ukubuyekezwa kwamakhasimende kanye nemizwa (Ukubuyekezwa kanye nokuhlaziywa kwemizwa)
Ngaphandle kwezinhlolovo, ungalinganisa ukwaneliseka ngezibuyekezo ezimakethe, i-Google Business, izinkundla zokuxhumana, kanye nezinkundla. Izibuyekezo zinikeza isithombe esicacile nesiqondile kunezinhlolovo ezisemthethweni.
Yini engenziwa:
– Bala isilinganiso esimaphakathi (isib. 4,6/5).
– Thola amagama angukhiye avela njalo (isib. “ukulethwa isikhathi eside”, “ukupakisha kahle”, “i-CS enobungane”).
– Yenza ukuhlaziywa kwemizwa (okuhle, okungathathi hlangothi, okungekuhle).
Le ndlela ikusiza ukuthi ubone amaphethini ezinkinga aphindaphindayo. Isibonelo, uma amakhasimende amaningi ekhuluma ngokuthi "usayizi awufaneleki," khona-ke kufanele kwenziwe intuthuko encazelweni yomkhiqizo, umhlahlandlela wosayizi, noma ukulawulwa kwekhwalithi.
6. Ukulinganisa ukuziphatha kwamakhasimende (izilinganiso eziqhutshwa idatha)
Ukwaneliseka akuyona nje umbono, kodwa futhi kuyinkomba ebonakalayo yokuziphatha kwamakhasimende. Ezinye izinkomba ezibalulekile zokuziphatha zifaka:
– Izinga lokuthenga eliphindaphindwayo: amakhasimende anelisekile avame ukuthenga futhi.
– Izinga lokukhushulwa (izinga lokukhushulwa kwamakhasimende): uma ukukhushulwa kuphezulu, kukhona inkomba yokunganeliseki noma inani elingalingani.
– Inani lempilo yamakhasimende (i-CLV): ukwaneliseka nokwethembeka kukhulisa inani lamakhasimende ngokuhamba kwesikhathi.
– Amanani okubuyiselwa kwemali kanye nezikhalazo: ukubuyiselwa kwemali okuphezulu kungabonisa izinkinga zekhwalithi noma okulindelwe okungakafinyelelwa.
– Isikhathi sokuxazulula inkinga kanye nenani lamathikithi aphindaphindayo: uma inkinga iphinda ivele njalo, kusho ukuthi ikhambi alisaphelele.
Le ndlela inamandla ngoba ayincikile emibonweni yesikhashana, kodwa kunalokho incike emthonjeni wangempela ebhizinisini.
7. Qhuba izingxoxo namakhasimende kanye namaqembu agxile kuwo
Uma ufuna ukuqonda okujulile, yenza izingxoxo ezihlelekile namakhasimende amaningana. Le ndlela ifaneleka ukuthola izizathu zokwaneliseka noma ukunganeliseki, ikakhulukazi ngemikhiqizo emisha, izinsizakalo ze-premium, noma amabhizinisi e-B2B.
Imibuzo engasetshenziswa:
– “Yini oyithandayo kakhulu ngenkonzo yethu?”
– “Yini into ecasula kakhulu ngesikhathi sokuthenga?”
- "Uma ungashintsha into eyodwa, ngabe yini?"
Amaqembu okugxila nawo ayasiza ekuqoqeni imibono ehlangene kanye nokukhiqiza imibono emisha. Nakuba inani labaphenduli lincane, ikhwalithi yokuqonda ivame ukuba phezulu.
8. Nquma isikhathi esifanele kanye nomzila wokulinganisa
Ngisho nocwaningo oluhle lungakhiqiza idatha embi uma luthunyelwe ngesikhathi esingafanele. Thumela ucwaningo lapho amakhasimende esakhumbula okuhlangenwe nakho kwawo, isibonelo:
– Ngemva kokuthi ukuthenga sekuqediwe futhi umkhiqizo usutholiwe.
– Ngemva kokuthi ukuxhumana nesevisi yamakhasimende sekuqediwe.
– Ngemva kokuba ikhasimende lisebenzise izici ezithile kuhlelo lokusebenza.
Lungisa futhi isiteshi:
– I-imeyili yamakhasimende ajwayele ukuxhumana okusemthethweni.
– Ama-pop-up angaphakathi nohlelo lokusebenza ukuze uthole ulwazi lwedijithali.
– I-WhatsApp noma i-SMS ukuze uthole impendulo esheshayo, kodwa gcina imvamisa ingabonakali.
9. Ukuguqula imiphumela yokulinganisa ibe yizenzo zangempela
Ukulinganisa ukwaneliseka kwamakhasimende akusizi ngalutho uma kungalandelwa. Ezinye izinyathelo ezibalulekile ngemva kokuqoqa idatha:
1. Thola amaphethini aphezulu naphansi. Isibonelo, amaphuzu aphezulu e-CSAT ekhwalithi yomkhiqizo kodwa aphansi ekulethweni.
2. Beka phambili ukuthuthukiswa ngokusekelwe emthonjeni. Gxila ezindabeni ezivame ukuvela kanye nethonya elikhulu ekuphazamisekeni noma ezikhalweni.
3. Dala uhlelo lokusebenza olunezinhloso. Isibonelo: ukunciphisa isikhathi sokuphendula kwensizakalo yamakhasimende kusuka kumaminithi ayi-10 kuya kumaminithi ama-3.
4. Kala kabusha ngemva kokuthuthukisa. Qiniseka ukuthi ukuthuthukisa kuyathuthukisa ukwaneliseka.
Izinkampani eziphumelelayo ngokuvamile zisebenzisa umjikelezo oqhubekayo: ukukala → ukuhlaziya → ukuthuthukisa → ukukala futhi.
Isiphetho
Ukulinganisa ukwaneliseka kwamakhasimende ngempumelelo kudinga inhlanganisela yezilinganiso zobuningi kanye nezindlela zokufaneleka. I-CSAT isiza ekulinganiseni ukwaneliseka ezindaweni ezithile zobuchwepheshe, i-NPS ilinganisa ukwethembeka kanye nezincomo, i-CES ihlola ukulula kwenqubo, kuyilapho ukubuyekezwa komphakathi kanye nedatha yokuziphatha kunikeza isithombe esiqondile. Izingxoxo zamakhasimende zinikeza ukuqonda okujulile ukuqonda impande yezinkinga.
Uma izilinganiso zithathwa njalo futhi zilandelwa ukuthuthuka okubonakalayo, ukwaneliseka kwamakhasimende kuyanda, ukwethembeka kuyakhula, futhi amabhizinisi athola ithuba lokuncintisana elinamandla. Ngamanye amazwi, ukulinganisa ukwaneliseka kwamakhasimende kungaphezu nje kokuhlola, kodwa kuyisu elibalulekile lokugcina ubudlelwano namakhasimende besikhathi eside.
