Abaphandi beMarike ngamalungu eTeknoloji yoVukaniso
Uphando lwentengiso luye lwafumana isabelo sayo esilungileyo sokuhlula - ukwahlukanisa ulwazi lomthengi kwiinkcukacha ezivela kubathengi kumoya wabathengi ... njalo njalo. Kodwa, njengoko uMcKinsey & Co. ekhankanyileyo kwiphepha elimhlophe elitsha elibizwa ngokuba nguPhumelelo loPhando lweNkcazo , umgca-mboleko we-customer-centecycle management (CLM), ojolise ekuvavanyeni iimpendulo zabathengi kunye nokuziphatha kwabaxhasi, akafanekisi umfanekiso opheleleyo wento eyenza umxhasi.
Inkqubo ye-CLM inganciphisa kwaye ayinakho amandla okuqhubeka nokuhlanganiswa kwedatha okwenzeka kuzo zonke izithuthi.
UMcKinsey & Co. ubonisa ukuba iinkampani zinokuba yinxalenye yenguqu yocwaningo ngokubeka ingqalelo kwiindawo ezine:
- Ukusebenzisa i-intanethi ukufumana ngokukhawuleza iinkcukacha malunga nabathengi;
- Gcina ukulinganiselwa kwamaqela okugxila kwingqondo;
- Funda indlela abantu abathengayo ngayo;
- Ukuqhagamshelana nomthengi kunye nolwazi lokuziphatha.
Icandelo liye lafudukela kakhulu ngaphaya kwezona zibini zokuqala kwezi ngcebiso - yile ndlela izinto ezikhawulezayo ezihamba ngayo.
Ulwazi malunga nabathengi luqokelelwa kumajelo ngokukhawuleza kunokuba abaphandi beemarike banokuyifumana yonke ikhathalogu kwaye ihlaziywe. I-Prism ye-Conversation ngumzekelo omhle wokuzama ukulwa nokuqonda ukunyuka kweenkcukacha ezivela kwiintanethi. Kwaye ukuba abaphandi bemarike ngoku baqhuba amaqela agxininisa kwiihlabathi ezibonakalayo njengoBomi besiBili isalathisi esinamandla esasidlulileyo esicacisa imithintelo eyenziwe yindlela eqhelekileyo yokuphumeza amaqela okujolisa .
Ngoko kushiya izinto ezintathu kunye ezine njengexabiso-eyongezelelweyo kubathengi.
Ukuhlanganiswa kwedatha kubalulekile kuMboleki weNkcitho yabathengi
Ulawulo lwalamano lwabaThengi lunokuqinisekiswa ngokunyuka ulwazi malunga nokuziphatha kwabathengi kunye nombono wabathengi. Njengokuba iindlela zabathengi ukubandakanya nemveliso kunye neenkonzo zanda, ngokunjalo ngaba iinkcukacha ezidibeneyo.
Inzame yokugcina iincwadi zolwazi kunye neyona nto ijolise ngakumbi kwezoqoqosho (ekuqaleni) kunokuba kwenziwe umgudu wokudibanisa iinkcukacha ezininzi. Esinye sezizathu kubaphandi beemarike banokugcina idatha malunga nokuziphatha kwabathengi kunye nabaxhamli beenkonzo zokuthengisa / abaxhasi bagcina idatha kwi-customer-life management (CLM) kukuba amaqela omabini asenokuba nefa lokufumana idatha yefa .
Esinye isizathu sokuba umdibaniselwano kukuba ezininzi iinkampani zihlala zigcina ii-silos ezisebenzayo zikhuthaza isikhombiso sokuba enye iqela ayinayo ininzi yokunika elinye iqela. Akusilo ukulawula okutsha ukucinga ukuba iingcebiso ze-silos zehla - umgaqo sele ujikeleze ukususela nge-1960s - kodwa i-silos iyamelana nakwezinye iifemu. Ukuthabatha apha, okubhekiselele kuMcKinsey & Co. kubathengi kunye ne-Shopper Insights kuqwalasela, ukuba i-silos esebenzayo inokunciphisa imizamo yokudibanisa ukuqokelela kunye nokusetyenziswa kwedatha eluncedo kwiinqununu zoshishino kumafemu.
Yintoni umcwaningi weemarike angayenza malunga nama-silos esebenzayo? Enye indlela yokwehlisa iindonga kukuqinisekisa ukuba ulwazi lophando lwemarike olunikezelwa kubaxumi bangaphakathi lukriststal olucacileyo kwaye oluqhelanisayo lukhangayo.
Ukujonga kakuhle ukuba idatha yakho yocwaningo lwemarike iboniswa njani ingahamba ngendlela ende ekuphuhliseni ubuhlobo bobudlelwane obunobangela obunokusetyenziswa kwedatha echanekileyo esetyenziswa kakuhle. Ukuba unomdla wokufunda okungakumbi malunga neeseli ezisebenzayo, eli nqaku liyindawo efanelekileyo yokuqala, kwaye icacisa uphando lweemfundiso kunye nezipapasho ngesihloko.
Tune kwiNjani indlela abathengi bakho abathengi ngayo
Kwiminyaka, uphando lwemarike lusibuze ukuba kutheni abathengi bathenga oko bathenga. Icandelo leMarike lenye yeendlela eziphambili ezithengisa abaphandi ukuba kutheni abathengi bathenga. Ama-personas aphuhliswa ngokuhlanganisa i-psychographics, okanye enye yeendlela ezili-12 abathengisi beemarike bachaza ulwazi lwabathengi. Ngokwesiko, uphando lwemarike lugxininise oko abantu abathengayo. Ukwahlukana ngenye yezixhobo eziphambili abathengisi basebenzise ukutsala abathengi kwiimveliso okanye iinkonzo kwaye babenzele ukuba bahambe kuloo nto yokukhokelela ekhokelela ekuthengeni.
Abaphandi beemarike baye baceba iindlela ezininzi zokufunda ngakumbi malunga nabathengi abathengayo . Amacebo okuqala aquka uhlobo oluthile lokubheka abathengi , nokuba ngaba ukubonwa ngokuthe ngqo kwi- videotaping ukuze "bathengise kunye" - indlela abathengi bahamba ngayo nomphandi abaye bawuthatha uhlobo "lokucinga ngokuvakalayo" i-monolog malunga nendlela ivenkile ngexesha lohambo lwabo lokuthenga. Isicwangciso esitsha sithembela ngakumbi kwezobugcisa. I-Smartphones ezithengisa abathengi njengoko zihamba ngendlela ejikeleze ivenkile okanye ivenkile zinika ingxelo ngokukhawuleza kubaphandi beemarike.
Eminye Kwi-Market Based Based Research Revolution
Enye yeendlela ezintsha zisebenzisa ubuchwepheshe bokuskena. Enye indlela, ebizwa ngokuba yi- Scan It! , yamkelwe yiivenkile zokutya zase-US. Abathengi baphatha iskrini sokuskena nabo kwivenkile. Le ndlela ivumela abathengi ukuba baphephe umgca wokukhangela kwaye bavumele ukuba bafumane inzuzo kwizaphulelo ezizenzekelayo xa bethengisa.
Inani lemali yocwaningo lweemarike eqokelelwe xa abathengi basebenzisa le fowuni. Ukuziphatha kwangaphambili kokuthengwa kwabathengi kungagcinwa kwikhadi elithembekileyo elinokuqaliswa njengoko iskena sisetyenzisiwe, ngoko ke ukunikezelwa kwezaphulelo ezizodwa kunokubonelelwa njengoko umqhubi ohamba esitolo, kwaye impendulo yesikhupheli kwindawo Iintengiso ezikhethekileyo zingalandelwa.
Impembelelo yesithwebuli ekunyanisekeni kwamakhasimende, amanqanaba okuchitha, kunye nokuthenga ukuziphatha konke kuyafumaneka kumcwaningi wemakethi. Oku kuthethwa ngoluphi uphando olutsha luphando. Ngokungathandabuzekiyo, kuya kuba nezinye iikopi-uphuhliso lwekatika kunye nekhnoloji ephazamisayo yokuthengisa abaphandi beemarike ukuba bafunde ukusebenzisa umphumo omkhulu.