دریای مشتریان متعلق به شماست، کافیست ناخدای ماهری باشید: ضرورت به‌کارگیری CRM برای هدایت کسب‌وکار
دوران مدیریت و جهت‌یابی سنتی در کشتی‌های قدیمی گذشته است. امروز دیگر کسی کشتی را به دست باد نمی‌سپارد و با ستارگان جهت یابی نمی‌کند. در ساعات طوفانی ممکن است کشتی به هر سمتی برود و آسیب‌های جدی به سرنشینان وارد شود. اگر هوا ابری باشد، ستارگان را نخواهیم دید و به سادگی گم می‌شویم! خوشبختانه این نگرانی ناخداها را، سیستم‌های ناوبری و جهت‌یابی ماهواره‌ای حل کرده اند. دیگر امکان ندارد یک کشتی بدون GPS حرکت کند.
درست همانند کشتی ها؛ این روزها اگر در دریای مشتریان، مدیری جهت و وضعیت فعلی خود را نداند، ریسک غرق شدن یا بیراهه رفتن را به جان خریده است. راهکاری که برای ناخدای سازمان‌ها ارائه شده است، همان CRM یا سامانه مدیریت ارتباط با مشتری است. این سیستم‌ها در هر لحظه اطلاعات مسیر گذشته و پیش روی کسب و کار را به شما نشان می‌دهند. این اطلاعات، گستره وسیعی از داده‌های خرید مشتریان، طبقه‌بندی مشتریان، بازدهی کمپین‌های بازاریابی، میزان موفقیت در تبدیل فرصت‌ها به فروش، میزان رضایت خریداران از محصول و پیش‌بینی فرصت‌های پیش‌رو را شامل می‌شود. بدون هیچ دغدغه‌ای، مدیران می‌توانند در کمتر از 5 دقیقه، وضعیت کلی خود را ارزیابی کنند و ذهنشان را برای تصمیم‌گیری و خلاقیت آزاد نمایند. مشتریان هم تغییر کرده‌اند. دیگر یک محصول باکیفیت، به تنهایی راه خود را در بازار پیدا نمی‌کند. شاید اولین راهکاری که به ذهن ما برسد، کمپین‌های پرهزینه بازاریابی و تبلیغات گسترده باشد. کاری که همه‌ی این سال‌ها کرده‌ایم.
اما سال 2018 زمان تغییر است.
آن گونه که تحقیقات موسسه Walker نشان داده است، فقط تا 2 سال آینده، یعنی 2020، عامل تعیین کننده ایجاد تمایز در برند، “تجربه مشتری” خواهد بود. 50% از مدیران، استراتژی کسب و کار خود را مبتنی بر “تجربه مشتری” تعریف می‌کنند و به محصول یا قیمت اهمیت کمتری می‌دهند. نمودار زیر پاسخ مدیران به این سوال که “مهمترین عامل در استراتژی کسب و کار شما چیست؟” را در این تحقیق نشان می‌دهد.
اما چگونه برای مشتری تجربه‌ای نه قابل قبول، بلکه عالی رقم بزنیم؟
ضمن اینکه کیفیت محصولات تاثیر به‌سزایی دارند، باید او را بشناسیم و با او در تماس باشیم. باید بتوانیم تعاملات بصری و کلامی را مدیریت کنیم.
مزیتی که کسب و کارهای کوچک دارند، تعداد اندک مشریان آن‌ها و سهولت ارتباط است. اما تصور کنید مشتریان شما چندهزار نفر باشند. دیگر امکان شناخت آن‌ها، پیگیری رضایت، ارائه خدمات یا پیش بینی خریدهای بعدی ایشان وجود ندارد. بیایید قبل از اینکه دنبال یک سیستم ارتباط با مشتریان باشیم، روش‌هایی که از پیش می‌دانستیم را بررسی کنیم:
- جمع آوری اطلاعات همه مشتریان در یک فایل اکسل یا یک دفتر بزرگ
- ارسال پیگیری‌ها و پیام‌های تشکر توسط نامه یا ایمیل برای مشتریان (هماهنگی و زمانبندی ارسال نامه‌ها برای هزاران نفر)
- یک برنامه زمانی ارتباطی همراه با دریافت بازخورها و ثبت گزارش تراکنش‌ها و تعاملات (مثل تماس‌ها، پیش فاکتورها، خدمات ارائه شده و…)
برای مدیریت تعاملات و ارتباطات با مشتریان در دنیای جدید نیاز به راهکارهای مدرن در ارتباط با مشتری دارید. آن‌طور که آقای Lewis در مجله فوربز اشاره می‌کند، یکی از ارزان‌ترین سرویس‌های ارتباط با مشتری، سالانه 2300$ برای 10کارمند هزینه خواهد داشت و هرچه یک شرکت بزرگتر شود، این هزینه ها بالاتر می‌رود.
اما این هزینه‌ها قابل مقایسه با سرویس‌های CRM نیست. در حال حاضر حتی نیاز ندارید که این نرم افزار را بخرید. با دریافت اشتراک سرویس‌های ابری CRM میتوانید از هرجایی که باشید، بدون خطر قطع سرورها و بروز مشکلات داخلی در سازمان، به داشبورد مدیریتی خود دسترسی داشته باشید و از آمار کامل فروش روزانه/ماهیانه خود و همین‌طور فرصت‌های پیش رو مطلع شوید. کاری که پیش از این هزینه ها و کاغذبازی‌های زیادی به دنبال داشت.
همه این‌ها فقط بخشی از کارکردهایی است که یک سیستم CRM می‌تواند در اختیار شما بگذارد. ناخدای کشتی کسب‌وکارتان شما هستید و سیستم ناوبری مهیا شده است. میتوانید سفر مهیج خود را آغاز کنید و به سواحل کشف نشده برسید.
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