مدیریت ارتباط با مشتری در ایران CRM چیست؟ مدیریت ارتباط با مشتری یا همان Customer Relationship Management معروف به CRM یکی از ابزارهایی است که با آن میتوانیم رضایت مشتریان خودمان را به دست بیاوریم. برای اینکه رضایت مشتریمان را به دست بیاوریم باید فرآیندی را ایجاد کنیم. CRM به همه فرآیندهایی گفته میشود که به منظور ترغیب، گسترش، حفظ و نگهداری و رضایتمندی مشتری انجام میشود. CRM چتری است روی سازمان و کسبوکار ما که روی استخدام کارکنان، آموزش، تبلیغات، فروش، بازاریابی، خدمات پس از فروش، تولید محصول و… قرار میگیرد. یعنی همه کارهایی که در سازمان انجام میشود زیر نظر CRM قرار میگیرد. یعنی باید همهچیز را از نظر مشتریمداری بسنجیم. مثلا چرا میروید پرسنلی استخدام میکنید که قدرتش درونگراست و در روابط عمومی قرارش میدهید؟! در ضمن برخلاف تصور شایع در جامعه ما تنها ۳۰ درصد CRM مربوط به نرمافزار است. ۷۰ درصدش فرآیند رضایتمندی مشتریان است. یعنی ما با فرآیندی که در کسبوکارمان میچینیم میتوانیم مشتریانمان را راضی کنیم. این فرآیند از سوی کارکنان ما و بدون نرمافزار هم قابل اجراست. CRM چقدر برای یک کسبوکار ضرورت دارد؟ صنایع و کسبوکارهایی که CRM در آنها گسترش پیدا میکند بهراحتی میتوانند با رقبای خودشان مقابله کنند، نقش پررنگتری در جامعه داشته باشند و اصول خود را رهبری کنند. با برنامهریزی مدون و ساخت یک برنامه مشتریمحور میتوانند کسبوکار خود را گسترش دهند. اگر CRM را در کسبوکارمان جاری کنیم نیاز کمتری به تبلیغات و بازاریابی داریم چون مشتریها کمکم خودشان سمت ما میآیند و ما را به دیگران توصیه میکنند. یعنی با مدیریت ارتباط با مشتری، مشتریان وفادارتری تولید میکنیم. مشکلات شایع در حوزه مدیریت ارتباط با مشتری در ایران چیست؟ عدم فرهنگسازی CRM. شما الان به یک سوپرمارکت بروید و یک جنسی بخرید، اگر به آن جنس اعتراض کنید، فروشنده مستقیم یا در لفافه میگوید «نمیخوای نخواه، همینه!» ما تکریم افراد و حتی اخلاقمداری را رعایت نمیکنیم و بهراحتی مشتریان خودمان را آزرده میکنیم. به فکر خدمات نیستیم. آیا میدانستید که دیگر گارانتی و وارانتی مزیت نیست؟! وظیفه است. حالا ببینید چه چیزی چه خدمات اضافهتری به مشتری میدهید. منظورم این است که چه چیزی به مشتری میدهید یا چهکاری میکنید که مشتری مشعوف شود؟ قدرت مشتریمداری تا جایی رفته که مثلا سایت آمازون تا شش ماه بعد جنس فروختهشدهاش را اگر ناراضی باشیم بهراحتی پس میگیرد. حالا از خودمان بپرسیم ما داریم در کسبوکارمان چه میکنیم؟ خیلی از ما تا جنسمان را فروختیم دیگر همهچیز را تمامشده میدانیم و هیچگونه خدمتی به مشتری ارائه نمیدهیم. یادم است یک باطریساز اهوازی در خدماتش میگفت اگر شما باطری را بردید و کار نکرد در هرکجای ایران بودید باطری نو بخرید پولش را برایتان کارت به کارت میکنیم! این میشود کیفیت و قدرت مشتریمداری. بازهم از خود بپرسید که شما چهکار میکنید که مشتری شما مشعوف و شگفتزده بشود؟ برای توسعه مدیریت ارتباط با مشتری چهکار کنیم؟ باید از طرفی بشینیم برای CRM تدوین برنامهریزی استراتژیک کنیم. باید درباره آن فکر کنیم، نظر بگیریم و با اعضای سازمانمان جلسات توفان فکری برگزار کنیم. که مثلا منشی ما چطور میتواند درصد رضایت مشتریانمان را بالاتر ببرد. چهکارهایی میتواند انجام دهد؟ چگونه حرف بزند؟ و… و از سوی دیگر برویم سراغ مشتریان. زنگ بزنیم، از آنها در مورد نحوه کارمان بپرسیم، فرمهای تکریم اربابرجوع در دفترمان بگذاریم و بگردیم دنبال کسانی که از ما انتقاد میکنند. یادتان نرود ۹۹ درصد مشتریان، انتقاد نکرده از کسبوکار ما میروند و جدا میشوند. و این برای کار ما سم است. پس باید کاری کنیم که بتوانند حرف بزنند، انتقاد کنند و هر نظری دارند بیان کنند. برای این کار از هر رسانهای استفاده کنید. تلگرام، اس ام اس، کاغذ و هر چیز که بتوانند نظرشان را به گوش ما برسانند. یک استراتژی کاربردی برای افزایش رضایت مشتری مثال بزنید. ما باید تجربههایی که لبخند مشتری را به وجود بیاورد داشته باشیم. تجربههایی که باعث لذت مشتری شود. مثلا شما اگر قرار بوده دوتا آیتم به مشتری بدهید دو آیتم هم اضافهتر بدهید و قبل از خرید هم بههیچوجه و هیچ جا آن را اعلام نکنید. اگر قرار باشد ۱۰۰ تا خدمت بدهید ولی ۹۹ تا بدهید، بابت آنیک خدمت ممکن است از شما شکایت کنند! مشتری را جوری پشتیبانی کنید که در خاطر و ذهنش شمارا از یاد نبرد. چیزهایی که باعث میشود مدیریت ارتباط با مشتری در کار ما اجرا نشود چیست؟ معمولا در ایران مشکل اصلی این است که از طرف پرسنل سازمان جلوی آن گرفته میشود! که این مورد اغلب به عدم آموزش یا انگیزش کارکنان برمیگردد. ببینید چه آموزش و انگیزشی به کارکنانتان دادهاید که حالا توقعات بزرگ از آها دارید؟! میگویند اربابرجوع یعنی فرمانده سازمان. معمولا در کسبوکار ما پایینترین مورد اربابرجوع است درصورتیکه باید برعکس باشد. یک شرکت چینی آمده چارت ساختار سازمانیاش را برعکس چیده. یعنی مشتری در بالا، بعد پرسنل فروش، بعد خدمات، بعد معاونان و آخر از همه مدیرعامل! و نشان داد بالاترین قدرت در اختیار مشتری است. نکات مهمی که باید در مشتریمداری رعایت کنیم چیست؟ اولا رسیدگی به شکایات و اعتراضات مشتری است. ثانیا رقبا را ارزیابی کنیم که رقبا برای مشتریان خودشان چهکار میکنند؟ چون در بازارهای رقابتی که الان تقریبا شامل تمام بازارها میشود حرف اول را مدیریت ارتباط با مشتری میزند. ما هم باید ارتباطمان با مشتری طوری باشد که زمانی که مشتریان بالفعل و بالقوه دارند به ما فکر میکنند و میخواهند محصول ما را انتخاب کنند به کیفیت، به فرآیندهای خدمات به مشتری و خدمات پس از فروش و پاسخگویی ما فکر کنند و بعدازاینکه به نتیجه رسیدند ما را انتخاب کنند. انتظارات مشتری از ما چیست؟ خلاصه و کاربردی بگویم، مصداقهای انتظارات مشتری از نگاه مدیریت کیفیت عبارتاند از: پاسخگویی، انعطافپذیری، کیفیت، مرغوبیت، برخورد خوب (خوشقولی)، قیمت مناسب، تنوع کالا و خدمات، احترام، صداقت، خدمات پس از فروش، دسترسی آسان، اطمینان از سلامت، بستهبندی جذاب، تحویل بهموقع کالا و خدمات، اطلاعرسانی مناسب، تبلیغات جذاب، آراستگی ظاهری فروشنده و شرایط آسان پرداخت، وفای به عهد و خوشقولی و… و در نهایت... شرکتهای ایرانی باید خودشان را آماده کنند که اگر رقبای خارجی وارد ایران شدند توانایی مقابله یا رفتار مشتریمدارانه آنها را داشته باشند. رقبای خارجی اینجوری مثل اغلب ما با مشتری برخورد نمیکنند! آنها راحت جنسشان را پس میگیرند. ما چهکار میکنیم؟ ما با مشتری درگیر میشویم که من جنس را پس نمیگیرم. ببینید تنها پسدادن جنس مهم نیست و ممکن است در کارهایی نظیر کسبوکارهای بهداشتی انجامپذیر نباشد. رفتار غیر غرورآمیز مهم است. مشتری حق دارد هر کاری کند. چرا؟ چون اگر از ما نخرد میرود از رقیب ما میخرد. ما استراتژی و برنامهمان برای این قضیه چیست؟ همانطور که گفتم اکثرا وقتی کالا یا خدمت خود را فروختیم کار را تمامشده میدانیم! و دیگر خدماتی نمیدهیم. مثلا من خودم با یکی از شرکتهای سایتسازی درگیر هستم که سایتی را به من فروخت با مبلغ بالا و نه آن سایت کار من را انجام داد و نه وقتی درخواست بازگشت پول کردم پولم را پس دادند! و دوباره همان مبلغ را به شرکتی دیگر پرداختم! روی فرهنگ رضایت مشتری کارکنید و ببینید که کسبوکارهای موفق آنهایی هستند که مشتریانشان از آن کسبوکار راضی هستند. مشتریای که از ما راضی باشد خودش در اینستاگرام و شبکههای اجتماعی دیگر و یا بهصورت دهانبهدهان ما را تبلیغ میکند و مطمئنا این بهترین، قویترین و ارزانترین راه تبلیغ است. پس اول کیفیت کالا یا خدمت خود را بالاتر ببرید و دوم خدماتتان را ارزندهتر کنید.
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In July 2013, it was uncovered that Karsten Nohl, a cryptographer and security specialist from SRLabs,[19][20] had found vulnerabilities in some SIM cards that empowered them to be hacked to give root access.[21] The cards influenced utilize the Data Encryption Standard (DES) which, in spite of its age, is still utilized by some operators.[21] Cards utilizing the later Advanced Encryption Standard (AES) or Triple DES models are not affected.[21] Among different dangers, the hack could prompt the telephone being remotely cloned or permit installment accreditations from the SIM to be stolen.[21] Further subtle elements of the exploration were to be given at BlackHat on July 31, 2013.[21][22]
Accordingly, the International Telecommunication Union said that the advancement was "massively huge" and that it would be reaching its members.[23] In February, 2015 it was accounted for by The Intercept that the NSA and GCHQ had stolen the encryption keys (Ki's) utilized by Gemalto (the producer of 2 billion SIM cards yearly), empowering these insight offices to screen voice and information interchanges without the learning or approbation of cell system suppliers or legal oversight.[24] Having completed its examination, Gemalto guaranteed that it has "sensible grounds" to trust that the NSA and GCHQ did an operation to hack its system in 2010 and 2011, yet says the quantity of perhaps stolen keys would not have been massive.[25] However, it would be to Gemalto's greatest advantage to make such a case regardless of the fact that they found the encryption keys were truth be told stolen. Advancements At the point when GSM was being used, the determinations were further created and upgraded with usefulness like SMS, GPRS, and so forth. These advancement steps are alluded as discharges by ETSI. Inside of these advancement cycles, the SIM particular was upgraded too: new voltage classes, arrangements and records were presented. In GSM-just times, the SIM comprised of the equipment and the product. With the approach of UMTS this naming was part: the SIM was presently an application and henceforth just programming. The equipment part was called UICC. This split was essential on the grounds that UMTS presented another application, the Universal Subscriber Identity Module (USIM). The USIM brought, in addition to other things, security enhancements like the common verification and more encryption keys and an enhanced location book. "SIM cards" in created nations are today more often than not UICCs containing no less than a SIM and a USIM application. This setup is fundamental on the grounds that more established GSM just handsets are exclusively good with the SIM [application] and some UMTS security upgrades depend on the USIM [application]. What might as well be called SIM on CDMA systems is the R-UIM (and what might as well be called USIM is CSIM). A virtual SIM is a cellular telephone number gave by a portable system administrator that does not require a SIM card to join telephone calls to a client's cellular telephone. At the 2015 Mobile World Congress in Barcelona, Simless, Inc., a US-based startup uncovered world's first GSM telephone without a SIM card opening. The reference telephone was fit for downloading numerous virtual SIM cards over-the-air. [26] The miniaturized scale SIM (or 3FF) card has the same thickness and contact plans, yet lessened length and width as appeared in the table above.[9]
The miniaturized scale SIM was created by the European Telecommunications Standards Institute (ETSI) alongside SCP, 3GPP (UTRAN/GERAN), 3GPP2 (CDMA2000), ARIB, GSM Association (GSMA SCaG and GSMNA), GlobalPlatform, Liberty Alliance, and the Open Mobile Alliance (OMA) with the end goal of fitting into gadgets too little for a small scale SIM card.[10][11] The structure element was said in the December 1998 3GPP SMG9 UMTS Working Party, which is the norms setting body for GSM SIM cards,[12] and the structure element was settled upon in late 2003.[13] The small scale SIM was intended for in reverse similarity. The real issue for in reverse similarity was the contact region of the chip. Holding the same contact zone permits the miniaturized scale SIM to be perfect with the earlier, bigger SIM perusers through the utilization of plastic set pattern encompasses. The SIM was additionally intended to keep running at the same velocity (5 MHz) as the former adaptation. The same size and positions of pins brought about various "How-to" instructional exercises and YouTube video with nitty gritty guidelines how to slice a scaled down SIM card to miniaturized scale SIM size with a sharp blade or scissors.[14] The director of EP SCP, Dr. Klaus Vedder, said[13] "With this choice, we can see that ETSI has reacted to a business sector need from ETSI clients, yet moreover there is a powerful urge not to discredit, overnight, the current interface, nor lessen the cards' execution. EP SCP hope to finish the specialized acknowledgment for the third frame element at the following SCP whole meeting, booked for February 2004." Small scale sim cards were presented by different versatile administration suppliers for the first's dispatch iPad, and later for cell phones, from April 2010. The iPhone 4 was the first cell phone to utilize a small scale SIM card in June 2010. Later the Samsung Galaxy S3/S4, different Nokia Lumia handsets, the Nokia N9, the Nexus 5 and the Sony Xperia took after. The Kni is a 128-piece worth utilized as a part of validating the SIMs on the versatile system. Each SIM holds an extraordinary Ki relegated to it by the administrator amid the personalization process. The Ki is likewise put away in a database (termed verification focus or AuC) on the bearer's system. The SIM card is outlined not to permit the Ki to be gotten utilizing the keen card interface. Rather, the SIM card gives a capacity, Run GSM Algorithm, that permits the telephone to pass information to the SIM card to be marked with the Ki. This, by configuration, makes use of the SIM card obligatory unless the Ki can be extricated from the SIM card, or the bearer is willing to uncover the Ki. Practically speaking, the GSM cryptographic calculation for registering SRES_2 (see step 4, beneath) from the Ki has certain vulnerabilities[8] that can permit the Ki's extraction from a SIM card and the making of a copy SIM card. Validation process: At the point when the Mobile Equipment begins up, it acquires the International Mobile Subscriber Identity (IMSI) from the SIM card, and passes this to the portable administrator asking for access and verification. The Mobile Equipment may need to pass a PIN to the SIM card before the SIM card will uncover this data. The administrator system hunt its database down the approaching IMSI and its related Ki. The administrator arrange then produces a Random Number (RAND, which is a nonce) and signs it with the Ki connected with the IMSI (and put away on the SIM card), figuring another number known as Signed Response 1 (SRES_1). The administrator arrange then sends the RAND to the Mobile Equipment, which passes it to the SIM card. The SIM card signs it with its Ki, delivering SRES_2, which it provides for the Mobile Equipment alongside encryption key Kc. The Mobile Equipment passes SRES_2 on to the administrator system. The administrator organize then contrasts its registered SRES_1 and the figured SRES_2 that the Mobile Equipment returned. In the event that the two numbers coordinate, the SIM is confirmed and the Mobile Equipment is conceded access to the administrator's system. Kc is utilized to scramble every single further correspondence between the Mobile Equipment and the system. Aggregate knowledge is shared or amass insight that rises up out of the joint effort, aggregate endeavors, and rivalry of numerous people and shows up in accord choice making. The term shows up in sociobiology, political science and in setting of mass associate audit and crowdsourcing applications. It may include accord, social capital and formalisms, for example, voting frameworks, online networking and different method for measuring mass action. Aggregate IQ is a measure of soundcloud knowledge, in spite of the fact that it is regularly utilized conversely with the term aggregate insight. Aggregate insight has likewise been ascribed to bacteria[1] and animals.[2]
It can be comprehended as a rising property from the cooperative energies among: 1) information data information; 2) programming equipment; and 3) specialists (those with new bits of knowledge and additionally perceived powers) that ceaselessly gains from criticism to create in the nick of time learning for preferable choices over these three components acting alone.[3] Or all the more barely as a developing property in the middle of individuals and methods for handling information.[4] This idea of aggregate insight is alluded to as Symbiotic insight by Norman Lee Johnson.[5] The idea is utilized as a part of humanism, business, software engineering and mass correspondences: it likewise shows up in sci-fi. Pierre Lévy characterizes aggregate knowledge as, "It is a type of generally disseminated insight, always upgraded, facilitated progressively, and bringing about the viable activation of aptitudes. I'll add the accompanying basic trademark to this definition: The premise and objective of aggregate insight is common acknowledgment and advancement of people as opposed to the religion of fetishized or hypostatized communities."[6] According to analysts Lévy and Kerckhove, it alludes to limit of arranged ICTs (Information correspondence innovations) to upgrade the aggregate pool of social learning by all the while growing the degree of human interactions.[7] Aggregate insight firmly adds to the movement of learning and power from the person to the system. As per Eric S. Raymond (1998) and JC Herz (2005), open source insight will in the long run produce better results than learning created by exclusive programming created inside of partnerships (Flew 2008). Media scholar Henry Jenkins sees aggregate insight as an 'option wellspring of media force', identified with union society. He attracts thoughtfulness regarding instruction and the way individuals are figuring out how to take an interest in information societies outside formal learning settings. Henry Jenkins scrutinizes schools which advance 'self-governing issue solvers and independent learners' while staying threatening to learning through the method for aggregate intelligence.[8] Both Pierre Lévy (2007) and Henry Jenkins (2008) bolster the case that aggregate insight is critical for democratization, as it is interlinked with information based culture and maintained by aggregate thought sharing, and along these lines adds to a superior comprehension of various society. Authors who have impacted the thought of aggregate knowledge incorporate Douglas Hofstadter (1979), Peter Russell (1983), Tom Atlee (1993), Pierre Lévy (1994), Howard Bloom (1995), Francis Heylighen (1995), Douglas Engelbart, Cliff Joslyn, Ron Dembo, Gottfried Mayer-Kress (20 Shared insight follows its roots to the Pandemonium Architecture proposed by counterfeit consciousness pioneer Oliver Selfridge as a worldview for learning.[4] His idea was an antecedent for the slate framework where a shrewd arrangement space, or chalkboard, draws from a scope of divided senate information sources, as different players amass a jigsaw astound, every contributing a piece. Rodney Brooks takes note of that the writing board model determines how information is presented on a slate for general sharing, yet not how learning is recovered, normally avoiding the customer of learning who initially delivered which knowledge,[5] so it would not qualify as a synergistic insight framework.
In the late 1980s, Eshel Ben-Jacob started to consider bacterial self-association, trusting that microorganisms hold the way to understanding bigger natural frameworks. He grew new example shaping microscopic organisms species, Paenibacillus vortex and Paenibacillus dendritiformis, and turned into a pioneer in the investigation of social practices of microorganisms. P. dendritiformis shows a charming aggregate workforce, which could be seen as a forerunner of communitarian insight, the capacity to switch between diverse morphotypes to better adjust with the environment.[6][7] Ants were initially portrayed by entomologist W. M. Wheeler as cells of a solitary "superorganism" where apparently autonomous people can collaborate so intently as to end up vague from a solitary organism.[8] Later research portrayed some bug provinces as cases of aggregate insight. The idea of subterranean insect settlement improvement calculations, presented by Marco Dorigo, turned into a prevailing hypothesis of developmental calculation. The systems of advancement through which species adjust toward expanded utilitarian adequacy in their environments are the establishment for standards of collective insight. Crowdsourcing advanced from unknown aggregate insight and is developing toward credited, open source, community knowledge applications that outfit informal communities. Developmental scientist Ernst Mayr noticed that opposition among people would not add to species advancement if people indistinguishable. Singular contrasts are an essential for evolution.[9] This transformative guideline relates to the standard of community self-sufficiency in shared insight, which is an essential for cutting edge stages for group sourcing. Taking after are samples of crowdsourced investigations with traits of community knowledge: SwarmSketch is a group sourced craftsmanship test. Cosmic system Zoo is a native science venture drove by Chris Lintott at Oxford University to tap human example acknowledgment abilities to list worlds. DARPA Network Challenge investigates how the Internet and long range interpersonal communication can bolster auspicious correspondence, wide-region group building, and dire assembly to tackle expansive extension, time-discriminating issues. Atmosphere CoLab, spun out of MIT and its Center for Collective Intelligence. reCAPTCHA is a venture to digitize books, single word at once As crowdsourcing develops from essential example acknowledgment errands to toward cooperative knowledge, tapping the one of a kind mastery of individual donors in informal organizations, limitations guide advancement toward expanded utilitarian viability, co-advancing with frameworks to label, credit, time-stamp, and sort content.[10] Collaborative insight requires limit for powerful pursuit, revelation, reconciliation, perception, and structures to bolster shared issue solving.[11] In a social bookmarking framework, people make individual accumulations of bookmarks and impart their bookmarks to others. These midway put away accumulations of Internet assets can be gotten to by different clients to discover valuable assets. Frequently these rundowns are openly available, so that other individuals with comparative hobbies can see the connections by class or by the labels themselves. Most social bookmarking destinations permit clients to hunt down bookmarks which are connected with given "labels", and rank the assets by the quantity of clients which have bookmarked them.[8]
Venture bookmarking is a strategy for labeling and connecting any data utilizing an extended arrangement of labels to catch learning about data.[9] It gathers and files these labels in a web-framework information base server living behind the firewall. Clients can impart learning labels to indicated individuals or ted gatherings, shared just inside particular systems, normally inside of an association. Undertaking bookmarking is a learning administration teach that grasps Enterprise 2.0 techniques to catch particular information and data that associations consider exclusive and are not shared on general society Internet. Label administration Venture bookmarking apparatuses likewise contrast from social bookmarking instruments in the way that they regularly confront a current scientific classification. Some of these devices have developed to give Tag administration which is the mix of tough capacities (e.g. faceted order, predefined labels, and so forth.) and downhill cultivating capacities (e.g. label renaming, moving, converging) to better deal with the base up folksonomy created from client labeling. A basic type of shared vocabularies develop in social bookmarking frameworks (folksonomy). Cooperative labeling displays a type of complex frameworks (or self-sorting out) dynamics.[24] Although there is no focal controlled vocabulary to compel the activities of individual clients, the circulations of labels that depict distinctive assets have been appeared to focalize after some time to stable force law distributions.[24] Once such stable appropriations shape, the connections between's diverse labels can be analyzed to build basic folksonomy diagrams, which can be effectively apportioned to acquire a type of group or shared vocabularies.[25] While such vocabularies experience the ill effects of a familiarity's percentage issues portrayed underneath, they can be seen as rising up out of the decentralized activities of numerous clients, as a type of crowdsourcing.
From the perspective of hunt information, there are downsides to such tag-based frameworks: no standard arrangement of pivotal words (i.e., a folksonomy rather than a controlled vocabulary), no standard for the structure of such labels (e.g., solitary versus plural, capitalization), mistagging because of spelling blunders, labels that can have more than one which means, vague labels because of equivalent word/antonym disarray, strange and customized tag schemata from a few clients, and no instrument for clients to demonstrate various leveled connections between labels (e.g., a site may be named as both cheddar and cheddar, with no system that may show that cheddar is a refinement or sub-class of cheddar). |
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