Ukumaketha Nokuthuthukiswa Komkhiqizo
Ezweni lanamuhla lebhizinisi elisheshayo, ukumaketha kanye nokuthuthukiswa komkhiqizo kuyaxhomekeka futhi akuhlukaniseki. Izinkampani eziningi ziyahluleka hhayi ngoba imibono yazo mibi, kodwa ngoba imikhiqizo eziyidalayo ayihlangabezani nezidingo zemakethe, noma ngoba amasu azo okumaketha ahluleka ukuveza ngokwanele inani lomkhiqizo. Ngakolunye uhlangothi, eminye imikhiqizo empeleni ayivamile kodwa iyaphumelela ekungeneni emakethe ngenxa yokuqonda okuqinile kwezithameli zayo, indawo ezibekwe kuyo, kanye neziteshi zokusabalalisa. Lesi sihloko sixoxa ngendlela ukumaketha kanye nokuthuthukiswa komkhiqizo okungahlanganiswa ngayo ukuze izinkampani zikwazi ukusinda, zikhule, futhi zihlale zibalulekile.
Ukuqonda ukumaketha kanye nokuthuthukiswa komkhiqizo
Ukumaketha kuwuchungechunge lwemisebenzi eyenzelwe ukuqonda izidingo zamakhasimende, ukudala inani, nokuxhumana nokuletha lelo nani emakethe eqondiwe. Ukumaketha kungaphezu nje kokukhangisa; kuhlanganisa ucwaningo lwemakethe, ukuhlukaniswa, isu lamanani, ukukhushulwa, ukusatshalaliswa, kanye nokwakha ubudlelwano namakhasimende besikhathi eside.
Okwamanje, ukuthuthukiswa komkhiqizo kuyinqubo yokudala umkhiqizo omusha noma ukucwenga osukhona, kusukela emcabangweni kuya ekuklameni, ekuhlolweni, nasekuqalisweni. Ukuthuthukiswa komkhiqizo okuhle kuhlala kuqala ngokuqonda amaphuzu abuhlungu amakhasimende futhi kuphetha ngesisombululo esilula ukusisebenzisa futhi esinikeza izinzuzo zangempela.
Kungani kufanele kokubili kuhambisane?
Ukumaketha kuhlinzeka ngedatha kanye nokuqonda ukuthi amakhasimende angobani, ukuthi izidingo zawo ziyini, ukuthi aziphatha kanjani, nokuthi abancintisana nabo banikeza ini. Lolu lwazi lubalulekile ukuvimbela amaqembu okuthuthukisa umkhiqizo ukuthi asebenze ngokuqagela. Ukuthuthukiswa komkhiqizo, ngakolunye uhlangothi, kunikeza "izinto" zokumaketha; ngaphandle komkhiqizo ofanele, ukumaketha kumane kwakha okulindelwe okungakafinyelelwa, ekugcineni kuqede ukwethembana.
Ukusebenzisana kwalokhu okubili kudala izinzuzo eziningana:
1. Imikhiqizo ihloselwe kakhulu, ngoba izici nezinzuzo zakhiwe ngokusekelwe emaqinisweni emakethe.
2. Umyalezo wokumaketha unamandla kakhulu, ngoba unesiphakamiso esicacile senani eliyingqayizivele.
3. Ukwethulwa kwemikhiqizo kusebenza kahle kakhulu, ngoba amasu okuthengisa alungiswa kusukela ekuqaleni, hhayi ngemva kokuba umkhiqizo usuqediwe.
4. Ukusetshenziswa kwezindleko kanye nesikhathi esiningi, ngoba kunciphisa ukubuyekezwa okungadingekile futhi kunciphisa ingozi yokwehluleka komkhiqizo.
Izigaba zokuthuthukiswa komkhiqizo ezixhumene nokumaketha
Ukuqinisekisa ukuthi ukuthuthukiswa komkhiqizo akwenzeki ngaphandle kwesikhala, nazi izigaba ezijwayelekile kanye namaphuzu okuhlanganiswa kwawo nokumaketha:
1. Imibono kanye nokuhlonza izinkinga
Inqubo ivame ukuqala ngombono, kodwa imibono emihle kakhulu ivame ukuvela ezinkingeni zangempela. Ukumaketha kungasiza ngokuthi:
- izinhlolovo zamakhasimende,
- izingxoxo zabasebenzisi,
- ukuhlaziywa kwezikhalazo kanye nokubuyekezwa emakethe,
– ukuqapha izitayela zokusesha kanye nezinkundla zokuxhumana.
Kusukela lapha, izinkampani zingabona izinkinga ezivame ukwenzeka, izidingo ezingahlangatshezwanga, kanye namathuba okuhlukanisa.
2. Ucwaningo lwemakethe kanye nokuqinisekiswa
Ngaphambi kokutshala imali ebalulekile, imibono idinga ukuqinisekiswa. Ukumaketha kudlala indima ekulinganiseni:
– usayizi wemakethe,
- izingxenye ezingaba khona,
– amandla okuthenga kanye nokuzwela kwentengo,
– imephu yabancintisani kanye nezinzuzo zabo.
Ukuqinisekiswa kungenziwa nangokudala ikhasi lokufika elilula, ukuhlola intshisekelo ngezikhangiso ezincane (izikhangiso zokuhlola), noma ukwakha uhlu lokulinda. Le ndlela isiza ekuhloleni ukuthi ngabe kukhona yini isidingo esanele.
3. Umklamo womkhiqizo kanye nokunqunywa kwenani
Kulesi sigaba, ithimba lokuthuthukisa umkhiqizo liklama ikhambi: izici, ukwakheka, ukupakishwa, kanye nolwazi lomsebenzisi. Ukufaka isandla ekukhangiseni kubalulekile ku:
– thuthukisa indawo (ubani lo mkhiqizo futhi kungani uhlukile),
- nquma izinzuzo ezibalulekile ezikhanga kakhulu amakhasimende,
- lungisa ukwakheka kanye nokuxhumana ukuze kuhambisane nezintandokazi zezingxenye.
Isibonelo, emikhiqizweni yokudla neziphuzo, ukwakheka kwephakeji kungathonya imibono yekhwalithi, impilo, noma ubungcweti. Ezinhlelweni zedijithali, ukugeleza kokungena kanye nolimi olusetshenziswayo kunganquma izinga lokuguqulwa kwabasebenzisi abasha.
4. Isibonelo kanye nokuhlolwa
Ama-prototype avumela imikhiqizo ukuthi ihlolwe kubasebenzisi bangempela. Ukumaketha kungasiza ekutholeni abaphenduli, ukukhetha izingxenye ezifanele, nokucubungula impendulo. Izilingo ngokuvamile zilinganisa:
- kulula ukuyisebenzisa,
- izinzuzo ezizwakalayo,
– yiziphi izici ezibalulekile noma ezididayo,
- inhloso yokuthenga kanye nokukhetha intengo.
5. Ukwethulwa kanye nokusabalalisa
Ukwethulwa akukhona nje "ukulungisa nokuthengisa umkhiqizo," kodwa kunalokho yisikhathi okudingeka sihlelwe. Ukumaketha kunquma:
– iziteshi zokusabalalisa (imakethe, isitolo sangempela, iwebhusayithi, umthengisi kabusha),
– amasu okukhangisa (ukukhangisa, abantu abanethonya, imicimbi, i-PR),
- imiyalezo eyinhloko kanye nezinto zokuxhumana,
- imigomo yokuqala yokuthengisa kanye nezinkomba zokusebenza (ama-KPI).
Ukuthuthukiswa komkhiqizo kudinga ukuqinisekisa ukulungela isitoko, ikhwalithi eqhubekayo, isevisi yangemva kokuthengisa, kanye nekhono leqembu lokusingatha isidingo.
6. Ukuhlola nokuphindaphinda
Uma umkhiqizo usukhangisiwe, idatha yokuthengisa kanye nokuziphatha komsebenzisi kunikeza uvo lokuthuthukisa. Abaqaphi bokumaketha:
- izinga lokuguqulwa,
– ukuthenga okuphindayo,
– churn (yezinsizakalo zokubhalisa),
- ukubuyekezwa kanye nezilinganiso,
– ukusebenza kahle komkhankaso.
Amaqembu omkhiqizo asebenzisa le datha ukuthuthukisa izici, ukuthuthukisa ikhwalithi, ukwengeza okuhlukile, noma ngisho nokushintsha amasu okubeka amanani.
Amasu okumaketha asekela ukuthuthukiswa komkhiqizo
Ukuze ukumaketha kukhuthaze ngempela ukusungula izinto ezintsha, izinkampani zingasebenzisa lezi zindlela ezilandelayo:
Ukuhlukaniswa, ukuqondiswa, kanye nokubekwa (STP)
I-STP isiza izinkampani ukugxila. Ukuhlukaniswa kwezigaba kuhlukanisa imakethe ngamaqembu anezimpawu ezithile. Ukuhlosa kukhetha izingxenye ezingaba khona kakhulu. Ukubeka endaweni ethile kusungula isithombe somkhiqizo kanye nesiphakamiso senani ezingqondweni zamakhasimende. Ukuthuthukiswa komkhiqizo kuba okugxile kakhulu ngoba kuyazi ukuthi ubani okufanele akhonze.
Ingxube yokumaketha (4P/7P)
Umqondo we-4Ps (Umkhiqizo, Intengo, Indawo, Ukukhushulwa) usiza ukugcina ukuhambisana okunesu. Kumabhizinisi ezinsizakalo, lokhu kuvame ukunwetshwa kube yi-7Ps (Abantu, Inqubo, kanye nobufakazi obubonakalayo). Ukuthuthukiswa komkhiqizo kumayelana kakhulu nomkhiqizo, kodwa kumele futhi kuhambisane nentengo yawo kanye nekhono lawo lokukhiqizwa nokusatshalaliswa (Indawo).
Ukusetshenziswa kwedatha kanye nocwaningo oluqhubekayo
Izinkampani zanamuhla zisebenzisa ukuhlaziya ukuqonda ukuziphatha kwabathengi: kusukela kudatha yokuthengiselana, ukusesha, ukuchofoza izikhangiso, kuya ezingxoxweni zamakhasimende. Le datha ayiyona nje yokuthengisa, kodwa futhi iyindlela yokunquma ukuthuthukiswa kwezici zesikhathi esizayo kanye nezinhlobo zomkhiqizo.
Ukwakha uphawu (uphawu) njengempahla
Umkhiqizo oqinile usiza ukwethulwa komkhiqizo omusha. Uma inkampani ihlinzeka ngekhwalithi kanye nokuhlangenwe nakho kwekhwalithi ephezulu njalo, amakhasimende angase athembele kakhulu lapho kukhishwa imikhiqizo emisha. Ngakho-ke, ukuthuthukiswa komkhiqizo kumele kuhlale kuhambisana nezindinganiso zomkhiqizo, njengobungani nemvelo, i-premium, elula, noma engabizi.
Izibonelo zokumaketha kanye nokuthuthukiswa komkhiqizo ngokubambisana
Isibonelo, i-SME yeziphuzo ifuna ukwethula uhlobo lwetiye lezitshalo. Ucwaningo lokumaketha lwembula ukuthi abathengi abaqondiwe yizisebenzi ezisencane ezifuna isiphuzo esinempilo, esilula, futhi esingemnandi kakhulu. Ithimba lomkhiqizo bese:
– khetha izithako ezigqamisa izinzuzo (isib. ijinja kanye notshani belamula),
- dala izinhlobo eziphansi zoshukela,
– ukuklama ukupakishwa okuncane okubukeka kwesimanje,
– inikeza usayizi webhodlela okulula ukuwuphatha.
Ngokombono wokumaketha, inkampani idale umlayezo obalulekile "wokunempilo ngaphandle kokuhlupheka," yakhuthaza okuqukethwe kwezemfundo ezinkundleni zokuxhumana, futhi yabambisana nabantu abanethonya elincane abagxile endleleni yokuphila enempilo. Ngemva kokwethulwa, ukubuyekezwa kwamakhasimende kubonise isidingo esikhulu senguqulo efudumele noma yesachet. Ithimba lomkhiqizo labe selisungula amafomethi amasha ukuze landise imakethe.
Izinselele ezivamile nokuthi ungazinqoba kanjani
Ezinye izinselele ezivame ukuvela yilezi:
1. Imikhiqizo yenziwa ngokusekelwe ekuthandweni kwangaphakathi, hhayi ezidingweni zemakethe. Isixazululo: yenza ucwaningo futhi uhlole kusukela ekuqaleni.
2. Ukumaketha ngezithembiso ezingaphezu kwamandla, ukudumaza amakhasimende. Isixazululo: ukuxhumana okuqotho okuhambisana nekhono lomkhiqizo.
3. Amaqembu asebenza ngokuzimela. Isixazululo: imihlangano yamaqembu ahlukahlukene, imigomo ehlanganyelwe, kanye nokusetshenziswa kwedatha okusobala.
4. Kuthatha isikhathi eside kakhulu ukwenza umkhiqizo ube ngcono (ubunjiniyela obudlulele). Isixazululo: khipha inguqulo encane yokwakha (i-MVP) bese uyiphinda ngokusekelwe kumpendulo.
I-Penutup
Ukumaketha kanye nokuthuthukiswa komkhiqizo akuyona imisebenzi emibili ehlukene, kodwa kunezici ezimbili zokudala inani. Ukumaketha kusiza izinkampani ukuqonda abantu abangemuva kwezibalo zokuthengisa: izidingo zazo, imikhuba, kanye nezisusa. Ukuthuthukiswa komkhiqizo kuguqula lokho kuqonda kube izixazululo ezibonakalayo, ezilula ukusebenziseka kalula, neziwusizo. Uma lezi zibili zisebenza ndawonye—ngocwaningo oluqhubekayo, idatha, kanye nokuxhumana—izinkampani zinethuba elikhulu lokudala imikhiqizo ehambisana nemakethe futhi yakhe ukukhula kwesikhathi eside.
