Ukuthatha okuphambili
Ukuphulaphula ngononophelo kubathengi kunye nokuqonda iimfuno zabo, iintlungu kunye neminqweno kufuneka ziqhube zonke izigqibo zeshishini.
Ukudibanisa ulwazi lwabathengi kunye nophando olubanzi lweshishini kudala umbono ogcweleyo owazisa izigqibo ezifanelekileyo ezifanelekileyo nezisebenzayo.
Ukubethelela ulwazi lwabathengi kwisicwangciso soshishino kunye nokukhuthaza inkcubeko ebeka phambili iimfuno zabathengi kuwo onke amasebe kuqhuba ukuthembeka kwexesha elide kunye nokukhula.
Ukuqala kwam kwindima yokujongana nomxhasi, ndafumana icebiso eliye lahlala lihleli kum ukususela ngoko: “Phulaphula ngaphezu kokuba uthetha.”
Ngelixa kubalulekile ukungena kwiincoko zabaxumi ngesicwangciso esicacileyo sokongeza ixabiso, kufuneka uzise ukuvuma ukumamela ngokwenene. Ngokubekela ecaleni i-ajenda yam ngamaxesha athile, ndifumanise kulula ukuqonda iimfuno zokwenene zomthengi. Nangona ndingasekho efowunini nabathengi mihla le, ndisakholelwa ukuba ukumamela abathengi bakho kubalulekile kuwo nawuphi na umsebenzi weshishini, ngakumbi ucwangciso lobuchule.
Ukuba ngumbutho wokuqala wabathengi ayisologeni nje elinomtsalane, sisicwangciso esinyanzelekileyo. Eyona nto iphambili, isicwangciso esiliqili somthengi sithetha ukulungelelanisa iinjongo zeshishini lakho, iimveliso kunye neenkonzo kunye neemfuno zabathengi bakho kunye nezinto ozilindeleyo. Nangona kunjalo ukugxila kwabathengi kudlulela ngaphaya kokuphumeza ingxelo yabo - imalunga nokuqonda nzulu iintlungu zabo, izinto abazithandayo kunye neminqweno, kunye nokusebenzisa olo lwazi ukuqhuba zonke izigqibo ozenzayo.
Ukutyhubela iminyaka, ubuphakathi bomthengi buguquke ukusuka kwi-buzzword ukuya kwindawo esisiseko yesicwangciso sobuchule. Ekuqaleni, yayimalunga nokujongana nezikhalazo zabathengi kunye nokubonelela ngenkonzo elungileyo. Kwezi ntsuku, iye yaguquka yaba yindlela ebanzi ebumba iimodeli zeshishini lilonke kwaye iqhuba ukutsha. Nangona kunjalo, olu tshintsho aluzange lube ngaphandle kwemingeni yalo. Ezinye iinkampani zisasokola ukudibanisa impendulo yokwenyani yabathengi kwizicwangciso zabo, zihlala zijolise kakhulu kwiinkqubo zangaphakathi okanye iinzuzo zexesha elifutshane.
Isitshixo kwisicwangciso sobuchule esiyimpumelelo silele ekufezekiseni intsebenziswano phakathi kophando lweshishini kunye nokuqonda kwabathengi. Ngokudibanisa le mithombo mibini yolwazi, amashishini anokuphuhlisa imbono ebanzi ngakumbi yoshishino kunye nabathengi, okukhokelela kwizigqibo ezinolwazi kunye neziphumo ezingcono.
Yintoni ukugxila kwabathengi?
Indlela yoshishino egxile kubathengi ibeka phambili iimfuno zabathengi kunye nezinto abazikhethayo kwinqanaba ngalinye lokusebenzisana nenkampani kunye neenkqubo zangaphakathi zeshishini. Kuthetha ukuyila iimveliso kunye namava ajolise ukuba angahlangani nje kuphela kodwa agqithise ulindelo lwabathengi.
Injongo yokugxila kwabathengi kukwakha ubudlelwane bexesha elide obukhuthaza ukunyaniseka kunye nokukhuthaza. Xa abathengi beziva bexatyiswe kwaye beqondwa, kunokwenzeka ukuba bahlale kufutshane, bacebise iimveliso okanye iinkonzo zakho kwaye babe negalelo ekukhuleni kweshishini lakho.
Amanye amashishini aphumelele kakhulu kwiminyaka yakutshanje ayaziwa ngokuthatha indlela yomthengi-centric, okukhokelela kwisiseko sabathengi abathembekileyo, ulwaneliseko oluphezulu lwabathengi, umda wokukhuphisana kwaye, ekugqibeleni, ukukhula kwengeniso. Nangona kunjalo, inkalo ephambili yokugxila kwabathengi kukumamela okuqhubekayo. Ulindelo lwabathengi lunokutshintsha ngokukhawuleza, nto leyo ebangela ukuba kubaluleke kakhulu ukubeka esweni iimethrikhi zokwaneliseka kwaye ulungele ukujikeleza xa kufuneka.
Indlela yokubeka umthengi kwisicwangciso soshishino
Ukudala isicwangciso esijolise kubathengi kubandakanya ukuqonda zombini iintsingiselo ezinkulu kulo lonke ishishini leshishini lakho kunye nempendulo ngqo yabathengi. Ngokudibanisa le datha, amashishini anokuphuhlisa iimveliso, iinkonzo kunye namava ahambelana ngokwenene nabathengi babo. Nantsi indlela yokusebenzisa ngempumelelo uphando lweshishini kunye nengxelo yabathengi ukwenza isicwangciso esijolise kubathengi:
Qokelela idatha yoshishino
Qala ngohlalutyo olucokisekileyo lweshishini kunye nembonakalo yemarike. Ukuqala kweli nqanaba le-macro kunceda ukuqonda iintsingiselo ezibanzi kunye namandla okukhuphisana kumzi-mveliso wakho kunye namashishini akufutshane phezulu nasezantsi kwikhonkco lokubonelela. Ngaba kukho imveliso okanye inkonzo enexabiso elikhulayo okanye elihlayo lemarike? Ngaba ukukhula okanye ukuhla kunika ithuba okanye umngcipheko kwishishini lakho? Zeziphi iinkampani eziphumelele kakhulu kwindawo yakho? Olu phando lwenqanaba loshishino luya kubonelela ngomxholo ofunekayo ukwenza izicwangciso zakho zomthengi-zigxile ngokufanelekileyo.
Qala ukulandelela umthengi-centric metrics
Inkokeli nganye yeshishini ineseti yayo yeemethrikhi zokusebenza phambili kwiingqondo zabo xa beqwalasela izicwangciso zeqhinga lexesha elide. Nangona kunjalo, kukho isiseko semilinganiselo yokwaneliseka kwabathengi ekufuneka ishishini ngalinye lijonge ukulinganisa ngokufanelekileyo iimvakalelo zabathengi.
Oku kubandakanya Amanqaku oMxhasi weNet (NPSs), Amanqaku oKwaneliseka kwabaThengi kwaye, ukuba kufanelekile, ukugcinwa kwabathengi okanye izinga lokuhlaziya. Ukufundwa kweemetrics ezifana ne-NPS kunye nokubeka esweni ukuguquguquka kula manqaku kunokubonelela ngezalathi zakwangoko zazo naziphi na iingxaki ezisisiseko kwisiseko sabathengi bakho esiqinisekisa uphando olongezelelweyo.
Qokelela impendulo yomthengi
Ngokuxhomekeke kwinqanaba leshishini lakho, eli nyathelo liya kufuna owona mzamo mkhulu. Qala ngokuqhuba udliwano-ndlebe kunye nabathengi abatsha, abakhoyo nabangaphambili kwaye uqhube uphando lobungakanani ukuze ulinganise amava abo kunye nombutho wakho, inethiwekhi yenkxaso yombutho wakho kwaye, ngokuqinisekileyo, imveliso okanye inkonzo yakho ngokwayo.
Ukwakha udliwano-ndlebe lwabathengi bakho ukuba luvuleleke ngakumbi kubuyisela ezona ziphumo zibalaseleyo, ke mamela ngenkuthalo kwaye ubhale iimfuno zabo, iintlungu kunye neengcebiso. Ungadibanisa olu dliwano-ndlebe olusemgangathweni kunye nophando olucwangcisiweyo ngakumbi ukuqokelela impendulo kubathengi abaninzi.
Hlalutya idatha
Qokelela yonke idatha ekhoyo onayo kubathengi bakho, kubandakanya ulwaneliseko lweemetrics, ingxelo yomgangatho kunye nobungakanani kunye nayo nayiphi na enye idatha yomthengi onokuba unayo. Ngokuxhomekeke kwishishini lakho, oku kunokubandakanya amatikiti edesika enkxaso, iindlela zokusebenzisa, iindlela zokuziphatha zabasebenzisi kunye neemetrics zengeniso efana nokuhlaziya kunye namazinga e-churn.
Nje ukuba udibanise yonke idatha yakho, uya kukwazi ukusebenzisa uhlalutyo lwedatha ukuze ufumane ulwazi olunzulu ngokuziphatha kwabathengi kunye nezinto ozikhethayo. Sebenzisa le datha ukuchonga iipateni, iintsingiselo kunye nolungelelwaniso olunokwazisa isicwangciso sakho.
Tshatisa amava omthengi
Qala ngokwenza imephu yamanqanaba ohambo lwabathengi beshishini lakho kunye neendawo zokuchukumisa eziphambili ngaphakathi kwalo. Ngokuchonga indlela abathengi abanxibelelana ngayo nombutho wakho, ukusuka ekufumaneni kwabo okokuqala ukuya ekuthengeni, ukusebenzisa kunye nokugcina imveliso okanye inkonzo yakho, unokuluphelisa uhambo kwaye ukhanyisele indlela abathengi ababandakanyeka ngayo ngokwenene neshishini lakho ukumisela iintlungu ezinokubakho.
Ukuqonda apho abathengi badibana khona neyona ngxabano kukuvumela ukuba ujongane nale miba ngokufanelekileyo. Umzekelo, ukuba uchonge abo baza kuba ngabathengi bayasokola ukufumana nokufunda malunga neminikelo yakho, lixesha lokubandakanya ukuthengisa kunye nokuthengisa. Kwelinye icala, ukuba abathengi basebenzisa imveliso yakho kube kanye kodwa bangaphindi babe ngabasebenzisi, oko kunokubonisa umsantsa kwintengiso yemveliso okanye inkxaso abayifumanayo kumaqela empumelelo yabathengi. Njengenkokeli yobuchule, ukwabela ubunini kwezi ngxaki kuqinisekisa ukuba zisonjululwa ngokuthe ngqo, zivula indlela yendlela yokwenene yomthengi.
Yenza abantu abathengi
Phuhlisa iinkcukacha zabathengi ukuze ubonise amacandelo ahlukileyo esiseko sabathengi bakho. Ukudala aba bantu kuya kukuvumela ukuba uchonge iimfuno ezithile zeqela ngalinye kunye nezinto ozikhethayo ukuze ulungelelanise izicwangciso zakho ngokufanelekileyo. Aba bantu kufuneka babandakanye idatha ye-firmographic, iinjongo zabo xa usebenzisa imveliso okanye inkonzo yakho, indlela yokuziphatha eqhelekileyo, iintlungu kunye nemingeni abajongene nayo.
Nje ukuba uphuhlise aba bantu, ungaqala ukwahlula idatha yomthengi wakho kunye neemetrics zokwaneliseka ukunceda amaqela akho abeke phambili apho anokugxila khona. Ngaba i-NPS yakho yehlela umntu omnye ngokukodwa? Ngaba ubeka esweni okanye ujongela phantsi umntu omnye kwindawo ethile yokucofa kuhambo lwabathengi? Ukuba naba bantu benziwe imaphu kuya kunika ukuqonda okupheleleyo kwabathengi bakho onokuthi uhlale ubhekisa xa usakha iimveliso okanye uphuculo kwaye ubeka phambili izicwangciso zexesha elide.
Hlakulela inkcubeko yokugxila kubathengi
Eli nqanaba limalunga nokukhuthaza inkcubeko yokugxila kumthengi kumbutho wakho, kwaye inyathelo lokuqala kuloo nto kukunxibelelana nokuba abathengi bakho baziva njani kwaye kutheni kunye nabachaphazelekayo kulo lonke ishishini lakho ukubanceda bahlale benxibelelene neemfuno zabathengi. Umthengi kufuneka athathelwe ingqalelo kuzo zonke iindawo zeshishini lakho nakuwo onke amanqanaba ukuze afezekise ubunyani babathengi, hayi ngaphakathi kweenkonzo zabathengi bakho kunye namaqela amava abathengi! Imveliso, ukuthengisa, imisebenzi kunye namaqela abaphuhlisi kufuneka aqhagamshelwe kwiingxaki zabathengi kwaye uqonde ukuba yintoni ebalulekileyo kwisiseko sakho somsebenzisi ukwenza izigqibo ezigxile kumthengi.
Ezona nkampani ziphumeleleyo zenza oku ngokuseka isithembiso sohlobo okanye iseti yemigaqo esebenza njengokuzibophelela koko abathengi babo banokukulindela xa benxibelelana nenkampani kwaye, ekugqibeleni, namava abaya kuwafumana. Isithembiso sakho sohlobo kufuneka sisekelwe kokona kubaluleke kakhulu kubathengi bakho kwaye sinokusebenza njengenkwenkwezi yasentla apho amaqela angaphakathi kunye nabachaphazelekayo bajonga kuyo xa besenza izigqibo.
Lungisa umthengi njengentsika yesicwangciso sakho
Ukugcina ngokwenene umthengi entliziyweni yesicwangciso sakho seshishini, kubalulekile ukwenza ulwazi lwabathengi lube sisiseko socwangciso lwakho kunye nenkqubo yokubeka phambili. Oku kuthetha ukuphonononga rhoqo ingxelo kunye nokwenza izigqibo ezicwangcisiweyo malunga nophuhliso lwemveliso, ukuthengisa, ukuthengisa kunye nezinto eziphambili zenkxaso yabathengi kunye nezi ziphumo engqondweni.
Umba ophambili woku kukuqinisekisa ukuba yinkqubo eqhubekayo, eguqukayo. Seka imijikelo yokuphonononga rhoqo apho amaqela akho evavanya ingxelo yamva nje yabathengi kunye neendlela zeshishini ukulungisa izicwangciso zakho ngokufanelekileyo. Ukuseka inkqubo eqhubekayo kuqinisekisa ukuba izicwangciso zakho zihlala zihambelana neemfuno zabathengi kunye nezinto ozikhethayo. Le ndlela ayigcini nje ngokugcina ishishini lakho ligxile kubaxumi balo, kodwa ikubeka kwindawo yokuba ulindele kwaye uhlangabezane neemfuno zabathengi ngokuqhubekayo, uqhuba impumelelo yexesha elide.
Imiqobo eqhelekileyo kunye nendlela yokuyoyisa
Ukuphumeza isicwangciso esijolise kubathengi kunokuba ngumngeni. Ngokuqonda kunye nokujongana nale miqobo ixhaphakileyo, amashishini angakwazi ukukhangela inkqubo ngokufanelekileyo kwaye aqinisekise utshintsho olulula kwindlela yomthengi-centric.
AmaSebe eSiled
Yaphula ii-silos ngokuphumeza iintlanganiso eziqhelekileyo kunye neenjongo ekwabelwana ngazo ezigxininisa iziphumo ezigxile kubathengi kunye nokukhuthaza intsebenziswano phakathi kwamasebe. Khuthaza ukwabelana ngolwazi kwaye uqinisekise ukuba ulwazi lwabathengi luyafikeleleka kuwo onke amasebe, hayi abasebenzi abajongene nabathengi kuphela.
Ukuchasa uTshintsho
Ukujongana nokuchasa ngokuthetha ngokucacileyo ngeenzuzo zendlela yokugxila kubathengi kunye nokubonelela ngoqeqesho kunye nezixhobo zokunceda abasebenzi baqonde kwaye bamkele iinkqubo ezintsha. Ukuqaqambisa amabali empumelelo kunye nokuphumelela ngokukhawuleza kuya kwakha amandla kwaye kubonise ixabiso lokugxila kwabathengi kwabo bangaqinisekanga.
Ukugqithiswa kwedatha
Sebenzisa izixhobo zokuhlalutya eziphambili ukuhluza umthamo omkhulu wedatha kwaye ukhuphe ulwazi olunentsingiselo. Gxininisa kwiimethrikhi eziphambili ezichaphazela ngokuthe ngqo ukwaneliseka kwabathengi kunye nokusebenza kweshishini ukwenza lula ingxelo yedatha kwaye yenze ukuba ifikeleleke kwaye isebenze kubo bonke abachaphazelekayo.
Izibonelelo ezilinganiselweyo
Beka phambili amalinge agxile kubathengi abonelela ngeyona mpembelelo inkulu ngelixa usebenzisa itekhnoloji kunye ne-automation ukongeza ukwabiwa kwezixhobo. Ukusebenzisana namaqabane angaphandle okanye abacebisi ukufumana ubuchule kunye nokulinganisa imizamo ngokufanelekileyo ngaphandle komthwalo onzima wamaqela angaphakathi.
Iingcamango zokugqibela
Uhambo olusingise kubunzulu bomthengi wokwenyani luyaqhubeka. Ifuna ukubekwa esweni okuthe gqolo, ukuvavanywa nokuphindaphindwa. Nangona kunjalo, imbuyekezo - abathengi abathembekileyo, ukukhula okuzinzileyo kunye nomda wokukhuphisana - kwenza kube luhambo olufanele ukwenziwa. Ngokudibanisa uphando lweshishini kunye nokuqonda kwabathengi, amashishini anokwenza izicwangciso ezingasebenziyo kuphela kodwa zikwazi ukumelana nokutshintsha.
Ngexesha elizayo xa uzifumana ukwintlanganiso exoxa ngezinto eziphambili zexesha elide okanye iinjongo ezicwangcisekileyo zeshishini lakho, zama ukuba lilizwi kwigumbi elithethelela umthengi wakho. Ngaba sicinga ngomthengi apha? Ngaba esi sicwangciso siyahambelana noko kulindelwe ngabathengi bethu? Ukuba sonke sinokuzibophelela ekwenzeni umthengi abe yinkwenkwezi ekhokelayo kwizicwangciso zethu zobuchule, siya kuhlala sigugile, sifanelekile kwaye sizinikele ekugqithiseni ulindelo lwabo.
Ngaba uyafuna ukuphinda ujonge indlela yokusebenzisa uphando lweshishini kucwangciso lobuchule? Sebenzisa isikhokelo sethu kwizikhokelo zobuchule ezingundoqo.
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