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Implementing CRM: Concepts and technologies

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Sara Nazari سارا نظري
Sara Nazari سارا نظري

پنج فاز اصلی پیاده سازی CRM توسعه استراتژی CRM ایجاد بنیادهای پروژه CRM تعیین نیازها و انتخاب شریک پیاده سازی پروژه ارزیابی پروژه تحلیل وضعیت مکعب استراتژی مشتری:‌یک تحلیل سه بعدی روی بخش های بازار، پیشنهادهای بازار و کانال های تحت پوشش با هدف کسب بینش نسبت به نقاط قوت و ضعف استراتژی مشتری کنونی شرکت پیش از ایجاد یک چشم انداز CRM است. پاسخ به پرسش هایی از قبیل: مشتریان یا بخش ها: کدام بخش ها را باید هدف بگیریم؟ چه قدر میفروشیم؟ رضایت مشتریان چه قدراست؟ سهم بازار ما چه ثدر است؟ نقاط تماس مشتری کدامند؟ استراتژی ها و تاکتیک های حفظ مشتری ما چه قدر اثرگذارند؟ پیشنهادهای بازار: ما چه محصولاتی عرضه میکنیم؟استراتژی برند ما چیست؟ رقبا چه کسانی هستند؟ حاشیه سود ما چه قدر است؟ کانال ها: ما از کدام کانال ها برای توزیع استفاده میکنیم؟ کدام کانال ها بیشترین اثربخشی را دارند؟ رقبا در کجا توزیع میکنند؟شرکای کانال چه طرز فکری درباره ی تجربه ی انجام کسب و کار با ما دارند؟ اعضای کانال به چه حاشیه سودی دست پیدا میکنند؟ شروع آموزش CRM این اصطلاح معانی مختلفی برای افراد سازمان دارد. مهم است ذی نفعان درک روشنی از مفاهیم CRM داشته باشند. اگر چشم انداز CRM سازمان صرفا مجموعه ای از راه حل های نقطه ای مستقل باشد این تفاوت دیدگاه ها مشکل ساز نیست، هرچند اگر شرکت توجه استراتژیک بیشتری به CRM بدهد، پیامدها در کل سازمان باید توسط همه درک شده و بر سر آن توافق حاصل شود. توسعه چشم انداز CRM یک بیانیه سطح بالا از نحوه تغییر ارتباط کسب و کار با مشتریان توسط CRM است. این چشم انداز نیاز به تغییر را بررسی کرده و یک مقصد را صریحا بیان میکند، این چشم انداز به استراتژی شکل و جهت میدهد: ما با اعضایمان در یک رابطه بر مبنای اعتماد همکاری خواهیم کرد تا منافع آن ها را نشان بدهیم و نیازهایشان را با ارزش، امنیت و اطمینان خاطر بالا در اتومبیل رانی، سفر و خانه برطرف کنیم. ما از طریق خلق تجربیات شخصی در تمامی نقاط تماس و پیش بینی نیازهای مشتری و ارایه پیشنهادهای سفارشی روابط بلندمدتی را با مشتریان ارزشمند سازمان ساخته و حفظ خواهیم کرد برای این که بتوانیم تمام اطلاعات را در یک مکان ببینیم.

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IMPLEMENTING CRM CUSTOMER RELATIONSHIP MANAGEMENT Concepts and technologies Sara Nazari Master of Business Management University of Tehran
‫ﺳﺎزی‬ ‫ﭘﯿﺎده‬ ‫اﺻﻠﯽ‬ ‫ﻓﺎز‬ ‫ﭘﻨﺞ‬ CRM .1 ‫اﺳﺘﺮاﺗﮋی‬ ‫ﺗﻮﺳﻌﻪ‬ CRM .2 ‫ﭘﺮوژه‬ ‫ﺑﻨﯿﺎدﻫﺎی‬ ‫اﯾﺠﺎد‬ CRM .3 ‫ﺷﺮﯾﮏ‬ ‫اﻧﺘﺨﺎب‬ ‫و‬ ‫ﻧﯿﺎزﻫﺎ‬ ‫ﺗﻌﯿﯿﻦ‬ .4 ‫ﭘﺮوژه‬ ‫ﺳﺎزی‬ ‫ﭘﯿﺎده‬ .5 ‫ﭘﺮوژه‬ ‫ارزﯾﺎﺑﯽ‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
۱ . ‫اﺳﺘﺮاﺗﮋی‬ ‫ﺗﻮﺳﻌﻪ‬ CRM • ‫وﺿﻌﯿﺖ‬ ‫ﲢﻠﯿﻞ‬ • ‫آﻣﻮزش‬ ‫ﺷﺮوع‬ • ‫اﻧﺪاز‬ ‫ﭼﺸﻢ‬ ‫ﺗﻮﺳﻌﻪ‬ • ‫ﻫﺎ‬ ‫اوﻟﻮﯾﺖ‬ ‫ﺗﻌﯿﯿﻦ‬ • ‫ﻣﻘﺎﺻﺪ‬ ‫و‬ ‫اﻫﺪاف‬ ‫اﻧﺪازی‬ ‫راه‬ • ‫اﻓﺮاد‬ ‫ﺗﻐﯿﯿﺮات‬ ‫و‬ ‫ﻣﻨﺎﺑﻊ‬ ،‫اﺣﺘﻤﺎﻻت‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ • ‫ﺑﺎ‬ ‫ﲡﺎری‬ ‫ﻣﻮرد‬ ‫ﺳﺮ‬ ‫ﺑﺮ‬ ‫ﺗﻮاﻓﻖ‬ ‫ﻫﯿﯿﺖ‬ ‫ﻣﺪﯾﺮه‬ ‫ﻓ‬ ‫و‬ ‫ﻓﺮآﯾﻨﺪﻫﺎ‬ ،‫ﮐﺎرﮐﻨﺎن‬ ‫ﮐﻪ‬ ‫ﺑﺎﻻﺳﺖ‬ ‫ﺳﻄﺢ‬ ‫اﻗﺪام‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﯾﮏ‬ ‫اﺳﺘﺮاﺗﮋی‬ ‫را‬ ‫ﻨﺎوری‬ ‫ﻣﯿﮑﻨﺪ‬ ‫ﻫﻤﺮاﺳﺘﺎ‬ ‫ﻣﺸﺘﺮی‬ ‫ﺑﻪ‬ ‫ﻣﺮﺑﻮط‬ ‫اﻫﺪاف‬ ‫ﮐﺴﺐ‬ ‫ﺑﺮای‬ . ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﲢﻠﯿﻞ‬ ‫وﺿﻌﯿﺖ‬ ‫ﻣﮑﻌﺐ‬ ‫اﺳﺘﺮاﺗﮋی‬ ‫ﻣﺸﺘﺮی‬ : ‫ﯾﮏ‬ ‫ﲢﻠﯿﻞ‬ ‫ﺳﻪ‬ ‫ﺑﻌﺪی‬ ‫روی‬ ‫ﺑﺨﺶ‬ ‫ﻫﺎی‬ ،‫ﺑﺎزار‬ ‫ﭘﯿﺸﻨﻬﺎدﻫﺎی‬ ‫ﺑ‬ ‫ﺎزار‬ ‫و‬ ‫ﮐﺎﻧﺎل‬ ‫ﻫﺎی‬ ‫ﲢﺖ‬ ‫ﭘﻮﺷﺶ‬ ‫ﺑﺎ‬ ‫ﻫﺪف‬ ‫ﮐﺴﺐ‬ ‫ﺑﯿﻨﺶ‬ ‫ﻧﺴﺒﺖ‬ ‫ﺑﻪ‬ ‫ﻧﻘﺎط‬ ‫ﻗﻮت‬ ‫و‬ ‫ﺿﻌﻒ‬ ‫اﺳﺘﺮاﺗ‬ ‫ﮋی‬ ‫ﻣﺸﺘﺮی‬ ‫ﮐﻨﻮﻧﯽ‬ ‫ﺷﺮﮐﺖ‬ ‫ﭘﯿﺶ‬ ‫از‬ ‫اﯾﺠﺎد‬ ‫ﯾﮏ‬ ‫ﭼﺸﻢ‬ ‫اﻧﺪاز‬ CRM ‫اﺳﺖ‬ . ‫ﭘﺎﺳﺦ‬ ‫ﺑﻪ‬ ‫ﭘﺮﺳﺶ‬ ‫ﻫﺎﯾﯽ‬ ‫از‬ ‫ﻗﺒﯿﻞ‬ : • ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﯾﺎ‬ ‫ﺑﺨﺶ‬ ‫ﻫﺎ‬ : ‫ﮐﺪام‬ ‫ﺑﺨﺶ‬ ‫ﻫﺎ‬ ‫را‬ ‫ﺑﺎﯾﺪ‬ ‫ﻫﺪف‬ ‫ﺑﮕﯿﺮﯾﻢ؟‬ ‫ﭼﻪ‬ ‫ﻗﺪر‬ ‫ﻣﯿﻔﺮوﺷﯿﻢ؟‬ ‫رﺿﺎﯾﺖ‬ ‫ﻣﺸﺘﺮﯾ‬ ‫ﺎن‬ ‫ﭼﻪ‬ ‫ﻗﺪراﺳﺖ‬ ‫؟‬ ‫ﺳﻬﻢ‬ ‫ﺑﺎزار‬ ‫ﻣﺎ‬ ‫ﭼﻪ‬ ‫ﺛﺪر‬ ‫اﺳﺖ؟‬ ‫ﻧﻘﺎط‬ ‫ﲤﺎس‬ ‫ﻣﺸﺘﺮی‬ ‫ﮐﺪاﻣﻨﺪ؟‬ ‫اﺳﺘﺮاﺗﮋی‬ ‫ﻫﺎ‬ ‫و‬ ‫ﺗﺎﮐ‬ ‫ﺘﯿﮏ‬ ‫ﻫﺎی‬ ‫ﺣﻔﻆ‬ ‫ﻣﺸﺘﺮی‬ ‫ﻣﺎ‬ ‫ﭼﻪ‬ ‫ﻗﺪر‬ ‫اﺛﺮﮔﺬارﻧﺪ‬ ‫؟‬ • ‫ﭘﯿﺸﻨﻬﺎدﻫﺎی‬ ‫ﺑﺎزار‬ : ‫ﻣﺎ‬ ‫ﭼﻪ‬ ‫ﻣﺤﺼﻮﻻﺗﯽ‬ ‫ﻋﺮﺿﻪ‬ ‫ﻣﯿﮑﻨﯿﻢ؟اﺳﺘﺮاﺗﮋی‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺎ‬ ‫ﭼﯿﺴﺖ؟‬ ‫رﻗﺒﺎ‬ ‫ﭼﻪ‬ ‫ﮐﺴﺎﻧﯽ‬ ‫ﻫﺴﺘﻨﺪ؟‬ ‫ﺣﺎﺷﯿﻪ‬ ‫ﺳﻮد‬ ‫ﻣﺎ‬ ‫ﭼﻪ‬ ‫ﻗﺪر‬ ‫اﺳﺖ؟‬ • ‫ﮐﺎﻧﺎل‬ ‫ﻫﺎ‬ : ‫ﻣﺎ‬ ‫از‬ ‫ﮐﺪام‬ ‫ﮐﺎﻧﺎل‬ ‫ﻫﺎ‬ ‫ﺑﺮای‬ ‫ﺗﻮزﯾﻊ‬ ‫اﺳﺘﻔ‬ ‫ﺎده‬ ‫ﻣﯿﮑﻨﯿﻢ؟‬ ‫ﮐﺪام‬ ‫ﮐﺎﻧﺎل‬ ‫ﻫﺎ‬ ‫ﺑﯿﺸﺘﺮﯾﻦ‬ ‫اﺛﺮﺑﺨﺸ‬ ‫ﯽ‬ ‫را‬ ‫دارﻧﺪ؟‬ ‫رﻗﺒﺎ‬ ‫در‬ ‫ﮐﺠﺎ‬ ‫ﺗﻮزﯾﻊ‬ ‫ﻣﯿﮑﻨﻨﺪ؟ﺷﺮﮐﺎی‬ ‫ﮐ‬ ‫ﺎﻧﺎل‬ ‫ﭼﻪ‬ ‫ﻃﺮز‬ ‫ﻓﮑﺮی‬ ‫درﺑﺎره‬ ‫ی‬ ‫ﲡﺮﺑﻪ‬ ‫ی‬ ‫اﳓﺎم‬ ‫ﮐﺴﺐ‬ ‫و‬ ‫ﮐﺎر‬ ‫ﺑﺎ‬ ‫ﻣﺎ‬ ‫دارﻧﺪ؟‬ ‫اﻋﻀﺎی‬ ‫ﮐﺎﻧﺎل‬ ‫ﺑﻪ‬ ‫ﭼﻪ‬ ‫ﺣﺎﺷﯿﻪ‬ ‫ﺳﻮدی‬ ‫دﺳﺖ‬ ‫ﭘﯿﺪا‬ ‫ﻣﯿﮑﻨﻨﺪ؟‬
‫ﺷﺮوع‬ ‫آﻣﻮزش‬ CRM ‫اﯾﻦ‬ ‫اﺻﻄﻼح‬ ‫ﻣﻌﺎﻧﯽ‬ ‫ﻣﺨﺘﻠﻔﯽ‬ ‫ﺑﺮای‬ ‫اﻓﺮاد‬ ‫ﺳﺎزﻣﺎن‬ ‫دارد‬ . ‫ﻣﻬﻢ‬ ‫اﺳﺖ‬ ‫ذی‬ ‫ﻧﻔﻌﺎن‬ ‫درک‬ ‫روﺷﻨﯽ‬ ‫از‬ ‫ﻣﻔﺎﻫﯿﻢ‬ CRM ‫داﺷﺘﻪ‬ ‫ﺑﺎﺷﻨﺪ‬ . ‫اﮔﺮ‬ ‫ﭼﺸﻢ‬ ‫اﻧﺪاز‬ CRM ‫ﺳﺎزﻣﺎن‬ ‫ﺻﺮﻓﺎ‬ ‫ﻣﺠﻤﻮﻋﻪ‬ ‫ای‬ ‫از‬ ‫راه‬ ‫ﺣﻞ‬ ‫ﻫﺎی‬ ‫ﻧﻘﻄﻪ‬ ‫ای‬ ‫ﻣﺴﺘﻘﻞ‬ ‫ﺑﺎﺷﺪ‬ ‫اﯾﻦ‬ ‫ﺗﻔﺎوت‬ ‫دﯾﺪﮔﺎه‬ ‫ﻫﺎ‬ ‫ﻣﺸﮑﻞ‬ ‫ﺳﺎز‬ ،‫ﻧﯿﺴﺖ‬ ‫ﻫﺮﭼﻨﺪ‬ ‫اﮔﺮ‬ ‫ﺷﺮﮐﺖ‬ ‫ﺗﻮﺟﻪ‬ ‫اﺳﺘﺮاﺗﮋﯾﮏ‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ی‬ ‫ﺑﻪ‬ CRM ،‫ﺑﺪﻫﺪ‬ ‫ﭘﯿﺎﻣﺪﻫﺎ‬ ‫در‬ ‫ﮐﻞ‬ ‫ﺳﺎزﻣﺎن‬ ‫ﺑﺎﯾﺪ‬ ‫ﺗﻮﺳﻂ‬ ‫ﻫﻤﻪ‬ ‫درک‬ ‫ﺷﺪه‬ ‫و‬ ‫ﺑﺮ‬ ‫ﺳﺮ‬ ‫آن‬ ‫ﺗﻮاﻓﻖ‬ ‫ﺣﺎﺻﻞ‬ ‫ﺷﻮ‬ ‫د‬ . ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﺗﻮﺳﻌﻪ‬ ‫ﭼﺸﻢ‬ ‫اﻧﺪاز‬ CRM ‫ﯾﮏ‬ ‫ﺑﯿﺎﻧﯿﻪ‬ ‫ﺳﻄﺢ‬ ‫ﺑﺎﻻ‬ ‫از‬ ‫ﻧﺤﻮه‬ ‫ﺗﻐﯿﯿﺮ‬ ‫ارﺗﺒﺎط‬ ‫ﮐﺴﺐ‬ ‫و‬ ‫ﮐﺎر‬ ‫ﺑﺎ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺗﻮﺳﻂ‬ CRM ‫اﺳﺖ‬ . ‫اﯾﻦ‬ ‫ﭼﺸﻢ‬ ‫اﻧﺪاز‬ ‫ﻧﯿﺎز‬ ‫ﺑﻪ‬ ‫ﺗﻐﯿﯿﺮ‬ ‫را‬ ‫ﺑﺮرﺳﯽ‬ ‫ﮐﺮده‬ ‫و‬ ‫ﯾﮏ‬ ‫ﻣﻘﺼﺪ‬ ‫را‬ ‫ﺻﺮﯾﺤﺎ‬ ‫ﺑﯿﺎن‬ ،‫ﻣﯿﮑﻨﺪ‬ ‫اﯾﻦ‬ ‫ﭼﺸ‬ ‫ﻢ‬ ‫اﻧﺪاز‬ ‫ﺑﻪ‬ ‫اﺳﺘﺮاﺗﮋی‬ ‫ﺷﮑﻞ‬ ‫و‬ ‫ﺟﻬﺖ‬ ‫ﻣﯿﺪﻫﺪ‬ : • ‫ﻣﺎ‬ ‫ﺑﺎ‬ ‫اﻋﻀﺎﯾﻤﺎن‬ ‫در‬ ‫ﯾﮏ‬ ‫راﺑﻄﻪ‬ ‫ﺑﺮ‬ ‫ﻣﺒﻨﺎی‬ ‫اﻋﺘﻤﺎد‬ ‫ﻫﻤﮑﺎری‬ ‫ﺧﻮاﻫﯿﻢ‬ ‫ﮐﺮد‬ ‫ﺗﺎ‬ ‫ﻣﻨﺎﻓﻊ‬ ‫آن‬ ‫ﻫﺎ‬ ‫را‬ ‫ﻧ‬ ‫ﺸﺎن‬ ‫ﺑﺪﻫﯿﻢ‬ ‫و‬ ‫ﻧﯿﺎزﻫﺎﯾﺸﺎن‬ ‫را‬ ‫ﺑﺎ‬ ،‫ارزش‬ ‫اﻣﻨﯿﺖ‬ ‫و‬ ‫اﻃﻤﯿﻨﺎن‬ ‫ﺧﺎﻃﺮ‬ ‫ﺑﺎﻻ‬ ‫در‬ ‫اﺗﻮﻣﺒﯿﻞ‬ ،‫راﻧﯽ‬ ‫ﺳﻔ‬ ‫ﺮ‬ ‫و‬ ‫ﺧﺎﻧﻪ‬ ‫ﺑﺮﻃﺮف‬ ‫ﮐﻨﯿﻢ‬ . • ‫ﻣﺎ‬ ‫از‬ ‫ﻃﺮﯾﻖ‬ ‫ﺧﻠﻖ‬ ‫ﲡﺮﺑﯿﺎت‬ ‫ﺷﺨﺼﯽ‬ ‫در‬ ‫ﲤﺎﻣﯽ‬ ‫ﻧﻘﺎط‬ ‫ﲤﺎس‬ ‫و‬ ‫ﭘﯿﺶ‬ ‫ﺑﯿﻨﯽ‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﻣﺸ‬ ‫ﺘﺮی‬ ‫و‬ ‫اراﯾﻪ‬ ‫ﭘﯿﺸﻨﻬﺎدﻫﺎی‬ ‫ﺳﻔﺎرﺷﯽ‬ ‫رواﺑﻂ‬ ‫ﺑﻠﻨﺪﻣﺪﺗﯽ‬ ‫را‬ ‫ﺑﺎ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ارزﺷﻤﻨﺪ‬ ‫ﺳﺎزﻣﺎن‬ ‫ﺳﺎﺧﺘﻪ‬ ‫و‬ ‫ﺣ‬ ‫ﻔﻆ‬ ‫ﺧﻮاﻫﯿﻢ‬ ‫ﮐﺮد‬ • ‫ﺑﺮای‬ ‫اﯾﻦ‬ ‫ﮐﻪ‬ ‫ﺑﺘﻮاﻧﯿﻢ‬ ‫ﲤﺎم‬ ‫اﻃﻼﻋﺎت‬ ‫را‬ ‫در‬ ‫ﯾﮏ‬ ‫ﻣﮑﺎن‬ ‫ﺑﺒﯿﻨﯿﻢ‬ . ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﺗﻌﯿﯿﻦ‬ ‫اوﻟﻮﯾﺖ‬ ‫ﻫﺎ‬ ‫ﭘﺮوژه‬ CRM ‫ﻣﯿﺘﻮاﻧﺪ‬ ‫ﺑﺮ‬ ‫ﯾﮏ‬ ‫ﯾﺎ‬ ‫ﭼﻨﺪ‬ ‫ﺑﺨﺶ‬ ‫ﻣﻮاﺟﻬﻪ‬ ‫ﻣﺸﺘﺮی‬ ‫ﺑﺎ‬ ‫ﮐﺴﺐ‬ ‫و‬ ‫ﮐﺎرﺗﺎن‬ ‫اﺛﺮ‬ ‫ﺑﮕﺬارد‬ . ‫ﺷ‬ ‫ﺎﯾﺪ‬ ‫اوﻟﻮﯾﺖ‬ ‫ﺑﻪ‬ ‫ﭘﺮوژه‬ ‫ﻫﺎﯾﯽ‬ ‫داده‬ ‫ﺷﻮد‬ ‫ﮐﻪ‬ ‫ﺑﺮد‬ ‫ﺳﺮﯾﻊ‬ ‫اﯾﺠﺎد‬ ‫ﻣﯿﮑﻨﻨﺪ‬ ‫ﯾﺎ‬ ‫ﮐﻢ‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﻫﺴﺘﻨﺪ‬ . ‫ﺷﺎﯾﺪ‬ ‫ﺑﺨﻮاﻫﯿﺪ‬ ‫ﯾﮏ‬ ‫ﺑﺨﺶ‬ ‫ﺟﺪﯾﺪ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫را‬ ‫ﺑﺮﻣﺒﻨﺎی‬ ‫ﺳﻮدآوری‬ ‫ﺷﺎن‬ ‫اوﻟﻮﯾﺖ‬ ‫دﻫﯿﺪ‬ . ‫ﻣﺴﺎﻟ‬ ‫ﻪ‬ ‫زﻣﺎن‬ ‫اﺳﺖ‬ . ‫ﺑﺮﻗﺮاری‬ ‫ﻣﻨﺎﻓﻊ‬ ‫ﻣﻮردﻧﯿﺎز‬ ‫از‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﻃﺮاﺣﯽ‬ ‫ﭼﺸﻢ‬ ‫اﻧﺪاز‬ ‫اﯾﺠﺎد‬ ‫ﻣﯿﺸﻮد‬ . Goal : ‫ﯾﮏ‬ ‫ﻧﺘﯿﺠﻪ‬ ‫ﮐﯿﻔﯽ‬ : ‫ﺟﺬب‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺟﺪﯾﺪ‬ Objective : ‫ﯾﮏ‬ ‫ﻧﺘﯿﺠﻪ‬ ‫ﻗﺎﺑﻞ‬ ‫ﺳﻨﺠﺶ‬ : ‫ﺗﻮﻟﯿﺪ‬ ۲۰۰ ‫ﻣﺸﺘﺮی‬ ‫راﻏﺐ‬ ‫واﺟﺪ‬ ‫ﺻﻼﺣﯿﺖ‬ ‫ﺗﺎ‬ ‫ﺳﻪ‬ ‫ﻣﺎﻫﻪ‬ ‫ﻧﺨﺴﺖ‬ ‫ﺳﺎل‬ ‫ﻣﺎﻟﯽ‬ ‫ﺑﻌﺪی‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﺷﻨﺎﺳﺎﯾﯽ‬ ،‫اﺣﺘﻤﺎﻻت‬ ‫ﻣﻨﺎﺑﻊ‬ ‫و‬ ‫ﺗﻐﯿﯿﺮات‬ ‫اﻓﺮاد‬ : • ‫اﯾﺠﺎد‬ ‫ﯾﮏ‬ ‫ﺷﺒﮑﻪ‬ ‫واﺑﺴﺘﮕﯽ‬ ‫ﻣﻨﺎﻓﻊ‬ ‫ﺣﻮل‬ ‫اﻫﺪاف‬ • CRM ‫اﻏﻠﺐ‬ ‫ﺑﻪ‬ ‫ﻋﻨﻮان‬ ‫ﯾﮏ‬ ‫ﭘﺮوژه‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﯾﺎ‬ ‫ﻓﻨﺎوری‬ ‫اﻃﻼﻋﺎت‬ ‫ﺗﺼﻮر‬ ‫ﻣﯿﺸﻮد‬ ‫و‬ ‫ﯾﮏ‬ ‫ﻧﮕ‬ ‫ﺮش‬ ‫ﺑﮕﺬار‬ ‫ﺧﻮدﺷﺎن‬ ‫اﳓﺎم‬ ‫دﻫﻨﺪ‬ ‫وﺟﻮد‬ ‫دارد‬ . • ‫ﻗﺒﻞ‬ ‫از‬ ‫ﺻﺮف‬ ‫ﻫﺰﯾﻨﻪ‬ ‫و‬ ‫اﻧﺮژی‬ ‫زﯾﺎد‬ ‫ﺗﺎ‬ ‫ﺗﻨﻬﺎ‬ ‫ﺑﻪ‬ ‫اﯾﻦ‬ ‫ﻧﺘﯿﺠﻪ‬ ‫ﺑﺮﺳﯿﺪ‬ ‫ﮐﻪ‬ ‫ﺳﺎزﻣﺎن‬ ‫ﻗﺎدر‬ ‫ﯾﺎ‬ ‫ﻣﺎﯾ‬ ‫ﻞ‬ ‫ﺑﻪ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻗﺎﺑﻠﯿﺖ‬ ‫ﻫﺎ‬ ‫و‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﻣﮑﻤﻞ‬ ‫اﻟﺰاﻣﯽ‬ ‫ﺑﺮای‬ CRM ‫ﻧﯿﺴﺖ‬ ‫اﺑﺘﺪا‬ ‫درﺑﺎره‬ ‫ای‬ ‫ﻣﺴﺎﯾﻞ‬ ‫ﺑﻪ‬ ‫ﺗﻮاﻓﻖ‬ ‫ﺑﺮﺳﯿﺪ‬ ! ‫ﺗﻮاﻓﻖ‬ ‫ﺑﺎ‬ ‫ﻫﯿﯿﺖ‬ ‫ﻣﺪﯾﺮه‬ • ‫ﭘﺎﺳﺦ‬ ‫ﺑﻪ‬ ‫ﺳﻮال‬ : ‫ﭼﺮا‬ ‫ﺑﺎﯾﺪ‬ ‫در‬ ‫اﯾﻦ‬ ‫ﭘﺮوژه‬ CRM ‫ﺳﺮﻣﺎﯾﻪ‬ ‫ﮔﺬاری‬ ‫ﮐﻨﯿﻢ؟‬ • ‫اﻃﻤﯿﻨﺎن‬ ‫از‬ ‫ﻇﺮﻓﯿﺖ‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﻫﺎ‬ ) ‫ﮐﻪ‬ ‫درﺻﺪ‬ ‫ﮐﻤﯽ‬ ‫از‬ ‫آن‬ ‫ﻣﺎﻟﯽ‬ ‫اﺳﺖ‬ ( • ‫ﻋﻮاﯾﺪ‬ ‫ﺣﺎﺻﻞ‬ ‫را‬ ‫ﺑﻪ‬ ‫دو‬ ‫ﮔﺮوه‬ ‫ﻓﻮری‬ ‫و‬ ‫ﭘﻨﻬﺎن‬ ‫ﺗﻘﺴﯿﻢ‬ ‫ﻣﯿﮑﻨﯿﻢ‬ • ‫ﭘﻨﻬﺎن‬ : ‫ﺗﻮﺳﻌﻪ‬ ‫ﯾﮏ‬ ‫ﻣﺰﯾﺖ‬ ‫رﻗﺎﺑﺘﯽ‬ ‫ﺑﺮﻣﺒﻨﺎی‬ ،‫اﻃﻼﻋﺎت‬ ‫ﺳﺎزﻣﺎن‬ ‫ﻣﺴﺘﺤﮑﻢ‬ ،‫ﺗﺮ‬ ‫ﺑﻬﺒﻮد‬ ‫ﲡ‬ ‫ﺮﺑﻪ‬ ‫ﻣﺸﺘﺮی‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
۲ . ‫ﺑﻨﯿﺎدﻫﺎی‬ ‫اﯾﺠﺎد‬ ‫ﭘﺮوژه‬ CRM • ‫ﺣﺎﮐﻤﯿﺖ‬ ‫ﺳﺎﺧﺘﺎرﻫﺎی‬ ‫اﻧﺪازی‬ ‫راه‬ • ‫ﺗﻐﯿﯿﺮ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ • ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﯾﺎ‬ ‫ﭘﺮوژه‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ • ‫ﺣﯿﺎﺗﯽ‬ ‫ﻋﻮاﻣﻞ‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻣﻮﻓﻘﯿﺖ‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
• ‫اﯾﺠﺎد‬ ‫ﺳﺎﺧﺘﺎرﻫﺎی‬ ‫ﺣﺎﮐﻤﯿﺖ‬ : ‫ﭘﺮوژه‬ ‫ﺑﺎﯾﺪ‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﺎرﮐﻨﺎن‬ ‫ﻃﺮاﺣﯽ‬ ‫و‬ ‫ﭘﯿﺎده‬ ‫ﺳ‬ ‫ﺎزی‬ ‫ﺷﻮد‬ . ‫ﺳﺎﺧﺘﺎر‬ ‫ﺣﺎﮐﻤﯿﺖ‬ ‫از‬ ‫ﺗﻌﺮﯾﻒ‬ ‫و‬ ‫ﺗﺨﺼﯿﺺ‬ ‫ﻣﻨﺎﺳﺐ‬ ‫ﻧﻘﺶ‬ ‫ﻫﺎ‬ ‫اﻃﻤﯿﻨﺎن‬ ‫ﺣ‬ ‫ﺎﺻﻞ‬ ‫ﻣﯿﮑﻨﺪ‬ . ‫ﮐﻤﯿﺘﻪ‬ ‫راﻫﺒﺮدی‬ : ‫ﺗﺼﻤﯿﻤﺎت‬ ‫ﺳﯿﺎﺳﺖ‬ ‫ﮔﺬاری‬ ) ‫ﮐﺪام‬ ‫ﻓﻨﺎوری؟‬ ‫ﮐﺪام‬ ‫ﻣﺸﺎور؟‬ ( ‫ﺗﯿﻢ‬ ‫ﺑﺮﻧﺎﻣﻪ‬ : ‫ﳕﺎﯾﻨﺪﮔﺎﻧﯽ‬ ‫از‬ ‫ذی‬ ‫ﻧﻔﻌﺎن‬ ‫اﺻﻠﯽ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫و‬ ‫ﻣﺴﻮول‬ ‫ﭘﯿﺎده‬ ‫ﺳﺎزی‬ ‫ﻣﻮﻓﻖ‬ ‫ﭘﺮوژه‬ ‫ﻫﺴﺘﻨﺪ‬ . ‫ﻣﺪﯾﺮ‬ ‫ﺑﺮﻧﺎﻣﻪ‬ : ‫ﻣﺴﻮول‬ ‫دﺳﺘﯿﺎﺑﯽ‬ ‫ﺑﻪ‬ ‫ﻧﺘﺎﯾﺞ‬ ‫و‬ ‫ﮐﻨﺘﺮل‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﺣﺎﻣﯽ‬ ‫ﻣﺎﻟﯽ‬ : ‫اﻃﻤﯿﻨﺎن‬ ‫از‬ ‫دﺳﺘﺮﺳﯽ‬ ‫داﯾﻢ‬ ‫ﺑﻪ‬ ‫ﻣﻨﺎﺑﻊ‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﻣﺪﯾﺮﯾﺖ‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﺗﻐﯿﯿﺮ‬ • ‫ﻣ‬ ‫ﻗﺼﻮر‬ ‫ﺗﻐﯿﯿﺮ‬ ‫اﻧﺴﺎﻧﯽ‬ ‫ﻫﺎی‬ ‫ﺟﻨﺒﻪ‬ ‫رﯾﺰی‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫در‬ ‫ﮐﻪ‬ ‫رﻫﺒﺮی‬ ‫ﻫﺎی‬ ‫ﺗﯿﻢ‬ ‫ﯿﮑﻨﻨﺪ‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﺑﻬﺘﺮﯾﻦ‬ ‫ﭼﺮا‬ ‫ﻣﯿﭙﺮﺳﻨﺪ‬ ‫ﺧﻮد‬ ‫از‬ ‫اﻏﻠﺐ‬ ‫ﻫﺎﯾﺸﺎن‬ ‫ﺧﻮرد‬ ‫ﺷﮑﺴﺖ‬ : ‫ﺣﺘ‬ ‫ﯽ‬ ‫اﺳﺘﻘﺮار‬ ‫اﺗﻮﻣﺎﺳﯿﻮن‬ ‫اﺳﺖ‬ ‫ﺗﻐﯿﯿﺮ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫ﻧﯿﺎزﻣﻨﺪ‬ ‫ﻓﺮوش‬ . • ‫ﮐﺎرﮐﻨﺎن‬ ‫ﻋﺎﻃﻔﯽ‬ ‫ﻣﺸﺎرﮐﺖ‬ ‫اﻫﻤﯿﺖ‬ • ‫ﻓﺮﻫﻨﮓ‬ ‫ﺳﺎزﻣﺎﻧﯽ‬ : ‫اﻟﮕﻮﯾﯽ‬ ‫از‬ ‫ارزش‬ ‫ﻫﺎ‬ ‫و‬ ‫ﺑﺎورﻫﺎی‬ ‫ﻣﺸﺘﺮک‬ ‫ﮐﻪ‬ ‫در‬ ‫درک‬ ‫ﮐﺎرﮐﺮد‬ ‫ﺳﺎزﻣﺎﻧﯽ‬ ‫ﺑﻪ‬ ‫اﻓﺮاد‬ ‫ﮐﻤﮏ‬ ‫ﻣﯿﮑﻨﺪ‬ ‫و‬ ‫در‬ ‫ﻧﺘﯿﺠﻪ‬ ‫ﻫﻨﺠﺎرﻫﺎﯾﯽ‬ ‫ﺑﺮای‬ ‫ر‬ ‫ﻓﺘﺎر‬ ‫در‬ ‫ﺳﺎزﻣﺎن‬ ‫ﻓﺮاﻫﻢ‬ ‫ﻣﯿﮑﻨﺪ‬ . ‫رﻫﺒﺮان‬ ‫ﺑﺎﯾﺪ‬ ‫ﻧﺴﺒﺖ‬ ‫ﺑﻪ‬ ‫ﻓﺮﻫﻨﮕﯽ‬ ‫ﮐﻪ‬ ‫ﻣﯿﺨﻮاﻫ‬ ‫ﻨﺪ‬ CRM ‫را‬ ‫در‬ ‫آن‬ ‫ﭘﯿﺎده‬ ‫ﮐﻨﻨﺪ‬ ‫ﺣﺴﺎس‬ ‫ﺑﺎﺷﻨﺪ‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﻣﺴﺎﻟﻪ‬ ‫ﺗﯿﭙﺎﮐﺲ‬ ‫در‬ ‫ﺷﻬﺮﺳﺘﺎن‬ ‫ﻫﺎ‬
Buy-in Buy-IN: Saving Your Good Idea from Getting Shot Down In Buy-In, they reveal how to win the support your idea needs to deliver valuable results. • Buy-in ‫ﻋﻘﻼﻧﯽ‬ : ‫ﮐﺎرﮐﻨﺎن‬ ‫ﻣﯿﺪاﻧﻨﺪ‬ ‫ﭼ‬ ‫ﻪ‬ ‫ﭼﯿﺰی‬ ‫ﺑﺎﯾﺪ‬ ‫ﺗﻐﯿﯿﺮ‬ ‫داده‬ ‫ﺷﻮد‬ ‫و‬ ‫ﺗﻮﺟﯿﻪ‬ ‫ﺗﻐﯿﯿﺮ‬ ‫را‬ ‫ﻧﯿﺰ‬ ‫درک‬ ‫ﻣﯿﮑﻨﻨﺪ‬ . ‫ﮐﺎرﮐﻨﺎن‬ ‫ﺑﺎور‬ ‫دارﻧﺪ‬ ‫ﮐﻪ‬ ‫اﺳﺘﻔﺎده‬ ‫از‬ ‫ﺳﯿﺴﺘﻢ‬ ‫آﺳﺎن‬ ‫ﺗ‬ ‫ﺮ‬ ‫ﻣﯿﺸﻮد‬ . • ‫ﻋﺎﻃﻔﯽ‬ : ‫ﻋﻮاﻃﻒ‬ ‫ﻗﻠﺒﯽ‬ ‫واﻗﻌﯽ‬ ‫و‬ ‫ﺣﺘﯽ‬ ‫ﻫﯿﺠﺎن‬ ‫درﺑﺎره‬ ‫ﺗﻐﯿﯿﺮ‬ ‫وﺟﻮد‬ ‫دارد‬ . ‫ﭼﺸﻢ‬ ‫اﻧﺪاز‬ ‫و‬ ‫اﻫﺪاف‬ CRM ‫ﺗﻮﺳﻂ‬ ‫ﻫﺮ‬ ‫ﯾﮏ‬ ‫از‬ ‫اﯾﻦ‬ ‫ﮔﺮوه‬ ‫ﻫﺎ‬ ‫ﻣﺘﻔﺎوت‬ ‫اﺳﺖ‬ . • ‫ﺳﺎﺧﱳ‬ ‫اﻃﻤﯿﻨﺎن‬ ‫در‬ ‫ﻣﺸﺘﺮی‬ ‫ﺳﺎﻟﻬﺎ‬ ‫زﻣﺎ‬ ‫ن‬ ‫ﻣﯿﺒﺮد‬ ‫اﻣﺎ‬ ‫از‬ ‫ﺑﯿﻦ‬ ‫ﺑﺮدﻧﺶ‬ ‫ﭼﻨﺪ‬ ‫دﻗﯿﻘﻪ‬ ‫زﻣﺎن‬ ‫ﻣﯿﺒﺮد‬ .
‫ﯾﺎ‬ ‫ﭘﺮوژه‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﺑﺮﻧﺎﻣﻪ‬ • ‫ﮔﺎم‬ ‫ﭘﺮوژه‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﻫﺎﯾﯽ‬ ‫اﮐﻨ‬ ‫ﮐﻪ‬ ‫ﺟﺎﯾﯽ‬ ‫از‬ ‫را‬ ‫ﺷﻤﺎ‬ ‫ﮐﻪ‬ ‫ﻣﯿﮑﻨﺪ‬ ‫ذﮐﺮ‬ ‫را‬ ‫ﻮن‬ ‫ﻣﯿﺨﻮا‬ ‫ﮐﻪ‬ ‫ﺟﺎﯾﯽ‬ ‫ﺑﻪ‬ ‫ﻣﻌﯿﻦ‬ ‫ﺑﻮدﺟﻪ‬ ‫ﺑﺎ‬ ‫و‬ ‫ﻣﻘﺘﻀﯽ‬ ‫ﻣﻮﻋﺪ‬ ‫در‬ ‫ﻫﺴﺘﯿﺪ‬ ‫ﻫﯿﺪ‬ ‫ﻣﯿﺮﺳﺎﻧﺪ‬ ‫ﺑﺎﺷﯿﺪ‬ • ‫ﭘﺮوژه‬ ‫ﻃﺮح‬ ‫ﯾﮏ‬ : ‫وﻇ‬ ‫اﳓﺎم‬ ‫ﺗﺮﺗﯿﺐ‬ ،‫ﺷﻮد‬ ‫اﳓﺎم‬ ‫ﺑﺎﯾﺪ‬ ‫ﮐﻪ‬ ‫وﻇﺎﯾﻔﯽ‬ ،‫ﺎﯾﻒ‬ ‫ﻗ‬ ‫ﻧﺘﺎﯾﺞ‬ ،‫ﭘﻮل‬ ‫و‬ ‫ﮐﺎرﮐﻨﺎن‬ ‫ﻗﺒﯿﻞ‬ ‫از‬ ‫ﻣﻮردﻧﯿﺎز‬ ‫ﻣﻨﺎﺑﻊ‬ ،‫ﯾﮏ‬ ‫ﻫﺮ‬ ‫زﻣﺎن‬ ‫ﺎﺑﻞ‬ ‫ﻣﯿﮑﻨﺪ‬ ‫ﻣﺸﺨﺺ‬ ‫را‬ ‫وﻇﯿﻔﻪ‬ ‫ﻫﺮ‬ ‫ﲢﻮﯾﻞ‬ . • ‫ﭼﻮن‬ ‫اﺑﺰارﻫﺎﯾﯽ‬ : ‫ﮔﺎﻧﺖ‬ ‫ﺷﺒ‬ ‫ﳕﻮدار‬ ،‫ﺑﺤﺮاﻧﯽ‬ ‫ﻣﺴﯿﺮ‬ ‫ﲢﻠﯿﻞ‬ ،‫ﭼﺎرت‬ ‫ای‬ ‫ﮑﻪ‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﺣﯿﺎﺗﯽ‬ ‫ﻋﻮاﻣﻞ‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻣﻮﻓﻘﯿﺖ‬ • ‫ﻣﯿﮑﻨﻨﺪ‬ ‫ﺣﻤﺎﯾﺖ‬ ‫ﭘﺮوژه‬ ‫ﻣﻮﻓﻘﯿﺖ‬ ‫از‬ ‫ﮐﻪ‬ ‫ای‬ ‫ﺑﺎﯾﺴﺘﻪ‬ ‫ﻫﺎی‬ ‫داﺷﺘﻪ‬ . • ‫ﻣﺘﻐﯿﺮ‬ ‫و‬ ‫ﻫﺎ‬ ‫وﯾﮋﮔﯽ‬ ‫ﻫﺎﯾﯽ‬ ‫ﺑ‬ ‫ﻧﺘﺎﯾﺞ‬ ‫ﺑﺮ‬ ‫ﻣﻬﻤﯽ‬ ‫ﺗﺎﺛﯿﺮات‬ ‫ﻣﯿﺘﻮاﻧﻨﺪ‬ ‫ﮐﻪ‬ ‫ﮕﺬارﻧﺪ‬ . ‫ﻟﻮﯾﯿﺲ‬ ‫ﻣﻨﺪورا‬ ‫دادﻧ‬ ‫اﳓﺎم‬ ‫ﻣﻮﻓﻘﯿﺖ‬ ‫ﮐﻠﯿﺪی‬ ‫ﻋﻮاﻣﻞ‬ ‫روی‬ ‫ﮐﯿﻔﯽ‬ ‫ﻣﻄﺎﻟﻌﻪ‬ ‫ﯾﮏ‬ ‫ﮐﻪ‬ ‫ﺪ‬ ۱۳ CSF ‫ﻣ‬ ‫ﻓﻨﺎوری‬ ‫و‬ ‫ﻓﺮاﯾﻨﺪ‬ ‫ﮐﺎرﮐﻨﺎن‬ ‫ﻫﺎی‬ ‫ﺟﻨﺒﻪ‬ ‫ﺷﺎﻣﻞ‬ ‫ﮐﻪ‬ ‫ﮐﺮدﻧﺪ‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫را‬ ‫ﯿﺸﻮد‬ . ‫ﺳﯿﻠﻮا‬ ‫رﺣﯿﻤﯽ‬ ‫و‬ : ‫اﺳﺘﺮاﺗﮋﯾﮏ‬ ‫ﮔﺮوه‬ ‫دو‬ ‫ﺑﻪ‬ ‫ﮐﻠﯿﺪی‬ ‫ﻋﻮاﻣﻞ‬ ‫ﺗﻘﺴﯿﻢ‬ ) ‫در‬ ‫ﻣﯿﺸﻮﻧﺪ‬ ‫ﺗﺸﻮﯾﻖ‬ ‫ﭘﺮوژه‬ ‫ﺷﺮوع‬ ( ‫و‬ ‫ﺗﺎﮐﺘﯿﮑﯽ‬ ) ‫ﭘﯿﺪا‬ ‫اﻫﻤﯿﺖ‬ ‫ﻫﺎ‬ ‫ﺑﻌﺪ‬ ‫ﻣﯿﮑﻨﻨﺪ‬ ( ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
۳ . ‫ﺷﺮﯾﮏ‬ ‫اﻧﺘﺨﺎب‬ ‫و‬ ‫ﻧﯿﺎزﻫﺎ‬ ‫ﻣﺸﺨﺼﺎت‬ ‫ﺗﻌﯿﯿﻦ‬ • ‫ﻓﺮاﯾﻨﺪ‬ ‫ﻣﻬﻨﺪﺳﯽ‬ • ‫واﻗﻌﯿﺖ‬ ‫و‬ ‫ﺑﯿﻨﯽ‬ ‫ﭘﯿﺶ‬ ‫ﺑﯿﻦ‬ ‫ﻓﺎﺻﻠﻪ‬ ‫ﲢﻠﯿﻞ‬ ‫و‬ ‫ﻫﺎ‬ ‫داده‬ ‫ﻣﺮور‬ • ‫ﲢﻘﯿﻘﺎﺗ‬ ‫ﺟﺎﯾﮕﺰﯾﻦ‬ ‫ﻫﺎی‬ ‫ﺣﻞ‬ ‫راه‬ ‫و‬ ‫ﻓﻨﺎوری‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﺗﻌﯿﯿﻦ‬ ‫اوﻟﯿﻪ‬ ‫ﯽ‬ • ‫ﭘﯿﺸﻨﻬﺎدی‬ ‫ﻫﺎی‬ ‫ﻃﺮح‬ ‫ﺑﺮای‬ ‫درﺧﻮاﺳﺖ‬ ‫ﻧﮕﺎرش‬ • ‫ﭘﯿﺸﻨﻬﺎدی‬ ‫ﻫﺎی‬ ‫ﻃﺮح‬ ‫ﻓﺮاﺧﻮاﻧﯽ‬ • ‫ﺷﺪه‬ ‫اﺻﻼح‬ ‫ﻫﺎی‬ ‫ﻓﻨﺎوری‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ • ‫ﺷﺮﯾﮏ‬ ‫اﻧﺘﺨﺎب‬ ‫و‬ ‫ارزﯾﺎﺑﯽ‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﻓﺮاﯾﻨﺪ‬ ‫ﻣﻬﻨﺪﺳﯽ‬ • ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻓﺮآﻳﻨﺪﻫﺎی‬ ‫دارﻧﺪ‬ ‫ﻧﯿﺎز‬ ‫ﺗﻮﺟﻪ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫ﮐﺎری‬ ‫و‬ ‫ﮐﺴﺐ‬ : Ø ‫اﺛﺮﺑﺨﺶ‬ ‫ﯾﺎ‬ ‫ﺷﻮﻧﺪ‬ ‫ﺗﺮ‬ ‫ﮐﺎرآﻣﺪﺗﺮ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫وارد‬ ‫ﯾﺎ‬ ‫ﺷﻮﻧﺪ‬ ‫اﺗﻮﻣﺎﺳﯿﻮن‬ ‫ﺷﻮﻧﺪ‬ • ‫ﻓﻌﺎﻟﯿﺖ‬ ‫از‬ ‫ای‬ ‫ﻣﺠﻤﻮﻋﻪ‬ ‫ﮐﺎر‬ ‫و‬ ‫ﮐﺴﺐ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﯾﮏ‬ ‫ﻫﺎﺳﺖ‬ ‫ﻓﻨﺎوری‬ ‫ﯾﺎ‬ ‫ﮐﺎرﮐﻨﺎن‬ ‫ﺗﻮﺳﻂ‬ ‫ﮐﻪ‬ ‫اﳓﺎم‬ ‫آﯾﺪ‬ ‫دﺳﺖ‬ ‫ﺑﻪ‬ ‫ﻣﻄﻠﻮب‬ ‫ﻧﺘﯿﺠﻪ‬ ‫ﯾﮏ‬ ‫ﺗﺎ‬ ‫ﻣﯿﺸﻮد‬ . ‫ﻧﻘﻄﻪ‬ ‫ﯾﮏ‬ ‫ﻫﺎ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫اﯾﻦ‬ ‫ی‬ ‫ﭘﺎ‬ ‫و‬ ‫ﺷﺮوع‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﯾﺎن‬ ‫دارﻧﺪ‬ ‫ﺷﺪه‬ . ü ‫ﻋﻤﻮدی‬ ‫ﻓﺮآﯾﻨﺪﻫﺎی‬ ) ‫ﻣﺸﺘﺮی‬ ‫ﺟﺬب‬ ‫ﻣﺜﻞ‬ ‫ﮐﺎرﮐﺮد‬ ‫ﯾﮏ‬ ‫درون‬ ‫ﮐﺎﻣﻼ‬ ( ‫اﻓﻘﯽ‬ ‫ﯾﺎ‬ ) ‫وﻇﯿﻔﻪ‬ ‫ﻓﺮا‬ ‫ای‬ ‫ﻣﺤﺼﻮل‬ ‫ﺗﻮﺳﻌﻪ‬ ‫ﻣﺜﻞ‬ ( ü ‫ﻓﺮآﯾﻨﺪﻫﺎی‬ ‫ﻓﺮاﻧﺖ‬ ‫آﻓﯿﺲ‬ ) ‫ﺷﮑﺎﯾﺎت‬ ‫ﺑﻪ‬ ‫رﺳﯿﺪﮔﯽ‬ ( ‫ﯾﺎ‬ ‫ﺑﮏ‬ ‫آﻓﯿﺲ‬ ) ‫ﺗﺪارﮐﺎت‬ ،‫ﻣﺎﻟﯽ‬ ( ‫ﯾ‬ ‫دو‬ ‫ﻫﺮ‬ ‫ﺎ‬ ) ‫ﺳﻔﺎرش‬ ‫اﳓﺎم‬ ( ü ‫ﺛﺎﻧﻮﯾﻪ‬ ‫ﯾﺎ‬ ‫اوﻟﯿﻪ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎی‬ ) ‫ﻫﺰﯾﻨ‬ ‫ﺑﺮ‬ ‫ﭘﯿﺎﻣﺪﻫﺎ‬ ‫و‬ ‫ﻣﺸﺘﺮی‬ ‫ﲡﺮﺑﻪ‬ ‫ﺑﺮ‬ ‫ﺗﺎﺛﯿﺮ‬ ‫اﺳﺎس‬ ‫ﺑﺮ‬ ‫ﻋﻮاﯾﺪ‬ ‫ﯾﺎ‬ ‫ﻫﺎ‬ ‫ﻪ‬ :( ‫ﻓﺮاﯾﻨﺪ‬ ‫از‬ ‫ﻣﺜﺎل‬ ‫ﳉﺴﺘﯿﮏ‬ ‫ﻧﻘﻞ‬ ‫و‬ ‫ﺣﻤﻞ‬ ‫ﻫﺎی‬ ‫ﺳﺎزﻣﺎن‬ ‫در‬ ) ‫ﮐ‬ ‫ﻣﻘﺎﺑﻞ‬ ‫در‬ ‫ﺗﻮزﯾﻊ‬ ‫و‬ ‫آوری‬ ‫ﺟﻤﻊ‬ ‫ﺎل‬ ‫و‬ ‫ﺳﻨﺘﺮ‬ ‫اﭘﻠﯿﮑﯿﺸﻦ‬ ( ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﻫﺪف‬ CRM : ‫ﺳﺎﺧﱳ‬ ‫ﺳﺎزﻣﺎﻧﯽ‬ ‫ﮐﻪ‬ ‫ﺑﺮای‬ ‫ﺧﻠﻖ‬ ‫و‬ ‫ﲢﻮﯾﻞ‬ ‫ارزش‬ ‫و‬ ‫ﲡﺮﺑﻪ‬ ‫ﻣﺸﺘ‬ ‫ﺮی‬ ‫ﭘﯿﻮﺳﺘﻪ‬ ‫ﺑﻬﺘﺮ‬ ‫از‬ ‫رﻗﺒﺎ‬ ‫ﺑﺮای‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﻃﺮاﺣﯽ‬ ‫ﺷﺪه‬ ‫اﺳﺖ‬ . ‫ﻃﺮاﺣﯽ‬ ‫ﻓﺮآﯾﻨﺪﻫﺎﯾﯽ‬ ‫ﮐﻪ‬ ‫ﺑﺮای‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ارزش‬ ‫ﺧﻠﻖ‬ ‫ﻣﯿﮑﻨﺪ‬ ‫ﺑﻪ‬ ‫وﺿﻮح‬ ‫ﺑﺮای‬ ‫ﮐﺴﺐ‬ ‫اﯾﻦ‬ ‫ﻧﺘﯿﺠﻪ‬ ‫اﻟﺰاﻣﯽ‬ ‫اﺳﺖ‬ : ‫ﻓﺮآﯾﻨﺪ‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ، ‫ﺛﺒﺖ‬ ‫ﺧﺮﯾﺪ‬ ‫و‬ ‫ارﺳﺎل‬ ‫ﮐﺎﻻ‬ ‫در‬ ‫دﯾﺠﯽ‬ ،‫ﮐﺎﻻ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﺑﺮﻗﺮاری‬ ‫ارﺗﺒﺎط‬ ‫ﻣﺴﺎﻓﺮ‬ ‫و‬ ‫راﻧﻨﺪه‬ ‫و‬ ‫ﺳﺮوﯾﺲ‬ ‫ﻫﺎی‬ ‫ﺟﺎﻧﺒﯽ‬ ‫در‬ ‫اﺳﻨﭗ‬ ، ‫ﻓﺮآﯾﻨﺪ‬ ‫ﲡﺮﺑﻪ‬ ‫ﻣﺸﺘﺮی‬ ‫در‬ ‫ﺷﻌﺐ‬ ‫ﺑﺎﻧﮏ‬ ‫ﻣﻠﺖ‬ ‫رﺳﻢ‬ ‫ﻓﻠﻮﭼﺎرت‬ ‫ﮐﻪ‬ ‫ﺑﻪ‬ ‫ﻧﻘﺸﻪ‬ ‫ﻧﮕﺎری‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﺷﻬﺮت‬ ‫دارد‬ ‫اﺑﺰاری‬ ‫اﺳﺖ‬ ‫ﮐﻪ‬ ‫ﻣ‬ ‫ﯿﺘﻮان‬ ‫ﺑﺮای‬ ‫ﻣﺮﯾﯽ‬ ‫ﮐﺮدن‬ ‫ﻓﺮآﯾﻨﺪﻫﺎ‬ ‫ﺑﻪ‬ ‫ﮐﺎر‬ ‫ﺑﺮد‬ . ‫ﻓﻠﻮﭼﺎرت‬ ‫ﮔﺎم‬ ‫ﻫﺎی‬ ‫دﺧﯿﻞ‬ ‫در‬ ‫اﺟﺮای‬ ‫ﻓﺮاﯾﻨﺪ‬ ‫را‬ ‫ﻣﺸﺨﺺ‬ ‫ﻣﯿﮑﻨﺪ‬ . ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ارزﯾﺎﺑﯽ‬ ‫ﻓﺮاﯾﻨﺪﻫﺎ‬ • ‫ﺑﺮﺗﺮی‬ • ‫ﺑﺮاﺑﺮی‬ • ‫ﺛﺒﺎت‬ • ‫ﺑﺎزﯾﺎﺑﯽ‬ ‫ﻗﺎﺑﻠﯿﺖ‬ • ‫ﺑﻮدن‬ ‫ﺑﺤﺮاﻧﯽ‬
‫ﻓﺮآﯾﻨﺪﻫﺎ‬ ‫در‬ ‫ﺑﺮﺗﺮی‬ ‫اﯾﺠﺎد‬ ‫ﻃﺮﯾﻖ‬ ‫از‬ ‫رﻗﺎﺑﺘﯽ‬ ‫ﻣﺰﯾﺖ‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﺷﺮﮐﺖ‬ ‫اﭘﻞ‬ ‫ﺑﻪ‬ ‫ﺟﺎی‬ ‫ﲤﺮﮐﺰ‬ ‫ﺑﺮ‬ ‫وادار‬ ‫ﮐﺮ‬ ‫دن‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺑﻪ‬ ‫ﺧﺮﯾﺪ‬ ،‫ﺗﻠﻔﻦ‬ ‫ﺑﺮ‬ ‫آﻣﻮزش‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﻧﺴﺒﺖ‬ ‫ﺑﻪ‬ ‫دوﺳﺖ‬ ‫داﺷﱳ‬ ‫و‬ ‫ﺷﻨﺎﺧﺖ‬ ‫ﻣﺰاﯾﺎی‬ ‫داﺷﱳ‬ ‫آی‬ ‫ﻓﻮن‬ ‫و‬ ‫آی‬ ‫ﭘ‬ ‫ﺎد‬ ‫ﺗﺎﮐﯿﺪ‬ ‫دارد‬ . Apple Genius process ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
• ‫و‬ ‫ﺑﯿﻨﯽ‬ ‫ﭘﯿﺶ‬ ‫ﺑﯿﻦ‬ ‫ﻓﺎﺻﻠﻪ‬ ‫ﲢﻠﯿﻞ‬ ‫و‬ ‫ﻫﺎ‬ ‫داده‬ ‫ﻣﺮور‬ ‫واﻗﻌﯿﺖ‬ ) ‫ﺷﮑﺎف‬ ( • ‫اﯾﻦ‬ ‫ﺑﻪ‬ ‫ﭘﺎﺳﺦ‬ ‫ﺑﺮای‬ ‫ﺧﻮﺑﯽ‬ ‫ﻣﻮﻗﻌﯿﺖ‬ ‫ﺑﺎﯾﺪ‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﺗﯿﻢ‬ ‫اﻋﻀﺎ‬ ‫ﺳﻮال‬ ‫ﺑﺎﺷﻨﺪ‬ ‫داﺷﺘﻪ‬ : ‫دارﯾﻢ؟‬ ‫ﻧﯿﺎز‬ ‫اﻃﻼﻋﺎﺗﯽ‬ ‫ﭼﻪ‬ ‫ﺑﻪ‬ • ‫ﭘﺮوژه‬ ‫رﯾﺰی‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﻣﺮﺣﻠﻪ‬ ‫اﯾﻦ‬ ‫در‬ CRM ‫داده‬ ‫ﻫﺎﯾﯽ‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫را‬ ‫ﻣﻘﺎﺻﺪ‬ ‫ﺑﺮای‬ ‫ﮐﻪ‬ ‫ﻣﯿﮑﻨﯿﺪ‬ CRM ‫ﺷﺪه‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﻣﻮردﻧﯿﺎزﻧﺪ‬ ‫ﯾﮏ‬ ‫و‬ ‫دﺳﺘﺮس‬ ‫در‬ ‫ﺣﺎﺿﺮ‬ ‫ﺣﺎل‬ ‫در‬ ‫ﮐﻪ‬ ‫ﻣﯿﮑﻨﯿﺪ‬ ‫ﺧﻠﻖ‬ ‫را‬ ‫داده‬ ‫ﻣﻮﺟﻮدی‬ ‫اﺳﺖ‬ : ‫ﻣﺜﺎل‬ : ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫واﺣﺪ‬ • ‫ﮐﺎ‬ ‫اﺳﺖ‬ ‫ﻣﻮردﻧﯿﺎز‬ ‫آﻧﭽﻪ‬ ‫و‬ ‫اﺳﺖ‬ ‫دﺳﺘﺮس‬ ‫در‬ ‫آﻧﭽﻪ‬ ‫ﺑﯿﻦ‬ ‫ﺷﮑﺎف‬ ‫ﻣﻼ‬ ‫اﺳﺖ‬ ‫ﻣﻬﻢ‬ . • ‫داده‬ ‫ﺧﻮب‬ ‫ﮐﯿﻔﯿﺖ‬ ‫و‬ ‫اﺳﺖ‬ ‫ﻣﺴﺎﻟﻪ‬ ‫ﯾﮏ‬ ‫داده‬ ‫داﺷﱳ‬ ‫اﺧﺘﯿﺎر‬ ‫در‬ ‫ﻫﺎ‬ ‫اﺳﺖ‬ ‫دﯾﮕﺮی‬ ‫ﻣﺴﺎﻟﻪ‬ : ‫ﻣﺜﺎل‬ : ‫ﺟﻨﺴﯿﺖ‬ ‫در‬ ‫ﺧﻄﺎ‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﺟﺎﯾﮕﺰﯾﻦ‬ ‫ﻫﺎی‬ ‫ﺣﻞ‬ ‫راه‬ ‫و‬ ‫ﻓﻨﺎوری‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﺗﻌﯿﯿﻦ‬ ‫ﲢﻘﯿﻘﺎﺗﯽ‬ ‫ﮔﺰﯾﻨﻪ‬ ‫ﻫﺎی‬ ‫ﺷﻤﺎ‬ ‫ﺳﺎﺧﱳ‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﮐﺎرﺑﺮدی‬ ‫ﺧﻮدﺗﺎن‬ ‫از‬ ،‫ﺻﻔﺮ‬ ‫ﺧﺮﯾﺪ‬ ‫ﯾﮏ‬ ‫ﻣﺠﻮز‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﮐﺎرﺑﺮدی‬ CRM ‫ﯾﺎ‬ ‫ﭘﺮداﺧﺖ‬ ‫ﯾﮏ‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﻣﺎﻫﯿﺎﻧﻪ‬ ‫ﺑﻪ‬ ‫ازای‬ ‫ﻫﺮ‬ ‫ﮐﺎرﺑﺮد‬ ‫ﺑﺮای‬ ‫ﯾﮏ‬ ‫راه‬ ‫ﺣﻞ‬ ‫ﺑﺮﺣﺴﺐ‬ ‫ﺗﻘﺎﺿﺎ‬ ‫اﺳﺖ‬ . ‫ﻧﺤﻮه‬ ‫دﺳﺘﺮﺳﯽ‬ : .1 ‫در‬ ‫ﻣﺤﻞ‬ ) ‫آﻓﻼﯾﻦ‬ ( : ‫ﻧﺼﺐ‬ ‫روی‬ ‫ﺳﺮورﻫﺎی‬ ‫ﺷﺮﮐﺖ‬ ‫ﺧﻮدﺗﺎن‬ ‫ﮔﺰﯾﻨﻪ‬ ‫ﺗﺮﺟﯿﺤﯽ‬ ‫ﺳﺎزﻣﺎن‬ ‫ﻫﺎی‬ ‫ﺑﺰرگ‬ ،‫آﻣﻮزش‬ ‫ﮐﺎرﮐﻨﺎن‬ ،‫اﺿﺎﻓﯽ‬ ‫ﺳﺨﺖ‬ ‫اﻓﺰار‬ ... .2 ‫ﻣﯿﺰﺑﺎﻧﯽ‬ ‫ﺷﺪه‬ ) ‫آﻧﻼﯾﻦ‬ ( ‫ﮔﺰﯾﻨﻪ‬ ‫ﻣﺤﺒﻮب‬ ‫ﺗﺮ‬ : ‫ﻣﻘﯿﺎس‬ ‫ﭘﺬﯾﺮی‬ ‫آﺳﺎن‬ ‫و‬ ،‫ﻓﻮری‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﻣﺘﻐﯿ‬ ‫ﺮ‬ ‫ﻧﻪ‬ ،‫ﺛﺎﺑﺖ‬ ‫ﺑﻪ‬ ‫روزرﺳﺎﻧﯽ‬ ‫ﻫﺎی‬ ،‫ﻣﻨﻈﻢ‬ ‫آﻣﻮزش‬ ‫و‬ ‫ﭘﺸﺘﯿﺒﺎﻧﯽ‬ ‫آﻧﻼﯾﻦ‬ ‫اﻧﺘﺨﺎب‬ ‫ﻣﺪل‬ ‫ﲢﻮﯾﻞ‬ ‫اﻏﻠﺐ‬ ‫ﺗﻮﺳﻂ‬ ‫ﻣﻼﺣﻈﻪ‬ ‫ﻣﺠﻤﻮع‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﻣﺎﻟﮑﯿ‬ ‫ﺖ‬ ‫ﺗﻌﯿﯿﻦ‬ ‫ﻣﯿﺸﻮد‬ . ) ‫ﻣﺤﺎﺳﺒﻪ‬ ‫در‬ ‫ﺑﺎزه‬ ‫ﻫﺎی‬ ‫زﻣﺎﻧﯽ‬ ‫ﻣﺨﺘﻠﻒ‬ (
‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
‫ﻫﺎی‬ ‫ﻃﺮح‬ ‫ﺑﺮای‬ ‫درﺧﻮاﺳﺖ‬ ‫ﻧﮕﺎرش‬ ‫ﭘﯿﺸﻨﻬﺎدی‬ RFP ‫ﭘﯿﺶ‬ ‫از‬ ‫ﻓﺮاﺧﻮاﻧﯽ‬ ‫ﻃﺮح‬ ‫ﻫﺎی‬ ‫ﭘﯿﺸﻨﻬﺎدی‬ ‫ﺑﺎﯾﺪ‬ ‫ﯾﮏ‬ RFP ‫ﻣﺸﺮوح‬ ‫ﺑﻨﻮﯾﺴﯿﺪ‬ . ‫اﯾﻦ‬ ‫ﺳﻨﺪ‬ ‫اﺳﺘﺎﻧﺪاردی‬ ‫اﺳﺖ‬ ‫ﺑﺮای‬ ‫ارزﯾﺎﺑﯽ‬ ‫ﻃﺮح‬ ‫ﻫﺎی‬ ‫ﭘﯿﺸﻨﻬﺎدی‬ ‫ﻓﺮوﺷ‬ ‫ﻨﺪﮔﺎن‬ ‫اﯾﻦ‬ ‫ﺳﻨﺪ‬ ‫ﻃﺮز‬ ‫ﻓﮑﺮ‬ ‫ﺷﻤﺎ‬ ‫درﺑﺎره‬ ‫ﺑﺮﻧﺎﻣﻪ‬ CRM ‫را‬ ‫ﻧﺸﺎن‬ ‫ﻣﯿﺪﻫﺪ‬ ‫و‬ ‫ﻃﺮف‬ ‫ﻫﺎی‬ ‫ﻋﻼﻗﻪ‬ ‫ﻣﻨﺪ‬ ‫را‬ ‫ﺑﻪ‬ ‫ﭘﺎﺳﺨﮕﻮﯾﯽ‬ ‫دﻋﻮت‬ ‫ﻣﯿﮑﻨﺪ‬ . ‫ﺷﺎﻣﻞ‬ : ‫دﺳﺘﻮراﻟﻌﻤﻞ‬ ‫ﻫﺎﯾﯽ‬ ‫ﺑﺮای‬ ‫ﭘﺎﺳﺦ‬ ‫دﻫﻨﺪﮔﺎن‬ ‫ﭘﯿﺸﯿﻨﻪ‬ ‫ﺷﺮﮐﺖ‬ ‫ﭼﺸﻢ‬ ‫اﻧﺪاز‬ ‫و‬ ‫اﺳﺘﺮاﺗﮋی‬ ‫ﻣﺴﺎﯾﻞ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﻣﺴﺎﯾﻞ‬ ‫ﻓﻨﺎوری‬ ‫ﻣﺴﺎﯾﻞ‬ ‫ﮐﺎرﮐﻨﺎن‬ ‫ﻫﺰﯾﻨﻪ‬ ‫ﯾﺎﺑﯽ‬ ‫ﭘﯿﺎده‬ ‫ﺳﺎزی‬ : ،‫آزﻣﺎﯾﺸﯽ‬ ،‫آﻣﻮزﺷﯽ‬ ‫ﭘﺸﺘﯿﺒﺎﻧﯽ‬ ‫ﻣﺴﺎﯾﻞ‬ ‫ﻗﺮاردادی‬ ‫ﻣﻌﯿﺎرﻫﺎی‬ ‫ارزﯾﺎﺑﯽ‬ ‫ﻃﺮح‬ ‫ﻫﺎ‬ ‫زﻣﺎن‬ ‫ﺑﻨﺪی‬ ‫ﺑﺮای‬ ‫ﭘﺎﺳﺨﮕﻮﯾﯽ‬ ‫ﺑﻪ‬ ‫ﻃﺮح‬ ‫ﻫﺎی‬ ‫ﭘﯿﺸﻨﻬﺎدی‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
• ‫ﻓﺮاﺧﻮاﻧﯽ‬ ‫ﻃﺮح‬ ‫ﻫﺎی‬ ‫ﭘﯿﺸﻨﻬﺎدی‬ : ‫دﻋﻮت‬ ‫از‬ ‫ﺷﺮﮐﺎی‬ ‫ﺑﺎﻟﻘﻮه‬ ‫ﺑﺮای‬ ‫ﭘﺎﺳﺦ‬ ‫ﺑﻪ‬ ‫ﻃﺮح‬ ‫ﻫﺎی‬ ‫ﻣﻌﻤﻮ‬،‫ﭘﯿﺸﻨﻬﺎدی‬ ‫ﻻ‬ ‫ﺑﯿﻦ‬ ‫ﺳﻪ‬ ‫ﺗﺎ‬ ‫ﺷﺶ‬ ‫ﻓﺮوﺷﻨﺪه‬ ‫ﻓﻨﺎوری‬ ‫ﺑﺎﻟﻘﻮه‬ ‫دﻋﻮت‬ ‫ﻣﯿﺸﻮﻧﺪ‬ . • ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﻓﻨﺎوری‬ ‫ﻫﺎی‬ ‫اﺻﻼح‬ ‫ﺷﺪه‬ : ‫ﻃﺮح‬ ‫ﻫﺎی‬ ‫ﭘﯿﺸﻨﻬﺎدی‬ ‫ﮔﺎﻫﯽ‬ ‫ﻓﺮﺻﺖ‬ ‫ﻫﺎﯾﯽ‬ ‫را‬ ‫ﺑﺮای‬ ‫ﺑﻬﺒﻮد‬ ‫ﻋﻤﻠﮑﺮد‬ CRM ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻣﯿﮑﻨﺪ‬ ‫ﮐﻪ‬ ‫ﺷﺎﯾﺪ‬ ‫ﻣﺎﯾﻞ‬ ‫ﻧﺒﺎﺷﯿﺪ‬ ‫در‬ ‫ﻧﻈﺮ‬ ‫ﺑﮕﯿﺮﯾﺪ‬ . • ‫ارزﯾﺎﺑﯽ‬ ‫و‬ ‫اﻧﺘﺨﺎب‬ ‫ﺷﺮﯾﮏ‬ : ‫ﺗﻮﺳﻂ‬ ‫ﮐﻤﯿﺘﻪ‬ ‫راﻫﺒﺮدی‬ ‫اﺟﺮا‬ ‫ﻣﯿﺸﻮد‬ . ‫اﮔﺮ‬ ‫ﯾﮏ‬ ‫ﺳﯿﺴﺘﻢ‬ ‫اﻣﺘﯿﺎزدﻫﯽ‬ ‫ﺑﻪ‬ ‫ﻃﺮح‬ ‫ﻫﺎی‬ ‫ﭘﯿﺸﻨﻬﺎدی‬ ‫وﺟﻮد‬ ‫داﺷﺘﻪ‬ ‫ﺑﺎﺷﺪ‬ ‫ارزﯾﺎﺑﯽ‬ ‫اﺳﺎﻧﺘﺮ‬ ‫اﺳﺖ‬ . ‫ﻣﻮزون‬ ‫و‬ ‫ﻏ‬ ‫ﯿﺮ‬ ‫ﻣﻮزون‬ ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬
۴ . ‫ﭘﺮوژه‬ ‫ﺳﺎزی‬ ‫ﭘﯿﺎده‬ • ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﺗﺼﻔﯿﻪ‬ ‫ﭘﺮوژه‬ : ‫اﺑ‬ ‫در‬ ‫ﻃﺮح‬ ‫اﯾﻦ‬ ‫زﯾﺮا‬ ،‫ﭘﺮوژه‬ ‫ﻃﺮح‬ ‫ﺗﺼﻔﯿﻪ‬ ‫در‬ ‫ﺗﺎن‬ ‫ﻣﻨﺘﺨﺐ‬ ‫ﺷﺮﮐﺎی‬ ‫ﺑﺎ‬ ‫ﺷﻤﺎ‬ ‫ﻫﻤﮑﺎری‬ ‫ﺘﺪا‬ ‫ﭘﺬﯾﺮی‬ ‫دﺳﺘﺮس‬ ‫و‬ ‫ﻧﯿﺎزﻫﺎ‬ ‫ﮐﺮدن‬ ‫ﳊﺎظ‬ ‫ﺑﺮون‬ ‫ﺷﺮﮐﺎﯾﺘﺎن‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﺗﻌﺮﯾﻒ‬ . • ‫ﺷﺪه‬ ‫ﺳﻔﺎرﺷﯽ‬ ‫ﻧﯿﺎزﻫﺎی‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻓﻨﺎوری‬ : ‫ﮐﻨﺪ‬ ‫ﺑﺮآورده‬ ‫را‬ ‫ﮐﺎرﺑﺮان‬ ‫اﻟﺰاﻣﺎت‬ ‫ﲤﺎم‬ ‫ﳕﯿﺘﻮاﻧﺪ‬ ‫اﻧﺒﻮه‬ ‫ﺗﻮﻟﯿﺪ‬ ‫ﻓﻨﺎوری‬ . ‫اوراﮐﻞ‬ ‫ﺑ‬ ‫ﻧﺮم‬ ‫ﻫﺎی‬ ‫ﺴﺘﻪ‬ ‫و‬ ‫ﻓﺮوﺷﯽ‬ ‫ﺧﺮده‬ ،‫ﺑﺎﻧﮑﺪاری‬ ‫ﺣﻮزه‬ ‫ﻣﺨﺘﺺ‬ ‫اﻓﺰاری‬ ... ‫ﺑﺎز‬ ‫وﺟﻮد‬ ‫اﯾﻦ‬ ‫ﺑﺎ‬ ‫اﻣﺎ‬ ‫ﻣﯿﺪﻫﺪ‬ ‫اراﯾﻪ‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﺗﻮﺳﻂ‬ ‫ﺳﺎزی‬ ‫ﺳﻔﺎرﺷﯽ‬ ‫ﻣﻘﺪاری‬ ‫ﺑﻪ‬ ‫ﻫﻢ‬ ‫ﻧﻮﯾﺲ‬ ‫دارد‬ ‫وﺟﻮد‬ ‫ارﺷﺪ‬ . • ‫ﭘﺮوژه‬ ‫ﺷﺮوع‬ ‫و‬ ‫اﺻﻼح‬ ،‫آزﻣﻮن‬ ،‫ﻃﺮاﺣﯽ‬ ‫اوﻟﯿﻪ‬ : ‫ا‬ ‫ﮔﺮوﻫﯽ‬ ‫روی‬ ‫ﻣﯿﺘﻮان‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اوﻟﯿﻪ‬ ‫ﳕﻮﻧﻪ‬ ‫ﯾﮏ‬ ‫ﺳﺎزی‬ ‫ﺳﻔﺎرﺷﯽ‬ ‫ﻓﺮآﯾﻨﺪ‬ ‫ﺧﺮوﺟﯽ‬ ‫ز‬ ‫ﮐﺮد‬ ‫ﻣﺸﺘﺮﯾﺎن‬ . ‫ﻣﯿﮑ‬ ‫ﻣﺸﺨﺺ‬ ‫را‬ ‫ﺳﺎزی‬ ‫ﺳﻔﺎرﺷﯽ‬ ‫ﺑﻪ‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﻧﯿﺎز‬ ‫ﻣﯿﺰان‬ ‫ﻫﺎ‬ ‫آزﻣﻮن‬ ‫ﻨﻨﺪ‬ . ‫ﻣﯿﺸﻮد‬ ‫اﺟﺮا‬ ‫و‬ ‫ﻣﻌﺮﻓﯽ‬ ‫ﺑﺮﻧﺎﻣﻪ‬ ‫ﯾﮏ‬ ‫ﻧﻬﺎﯾﯽ‬ ‫ﺑﺎزﻧﮕﺮی‬ ‫از‬ ‫ﭘﺲ‬ . ‫اﺳﺖ‬ ‫ﻓﺎز‬ ‫ﺑﻪ‬ ‫ﻓﺎز‬ ‫ﻋﻤﻮﻣﺎ‬ ‫اﺟﺮا‬ ) ‫اﺣﺘﻤﺎﻟﯽ‬ ‫ﻧﻮاﻗﺺ‬ ‫رﻓﻊ‬ (
۵ . ‫ارزﯾﺎﺑﯽ‬ ‫ﻋﻤﻠﮑﺮد‬ : ‫اﺳﺖ؟‬ ‫ﮐﺮده‬ ‫ﻋﻤﻞ‬ ‫ﭼﻄﻮر‬ ‫ﭘﺮوژه‬ ‫ﻣﺘﻐﯿﺮ‬ ‫دو‬ : • ‫ﭘﺮوژه‬ ‫ﻧﺘﺎﯾﺞ‬ : ‫ﭘﺮ‬ ‫ﺑﻮدﺟﻪ‬ ‫ﻃﺒﻖ‬ ‫و‬ ‫ﻣﻮﻗﻊ‬ ‫ﺑﻪ‬ ‫ﲢﻮﯾﻞ‬ ‫ﺑﺮ‬ ‫ﻣﺘﻤﺮﮐﺰ‬ ‫وژه‬ • ‫ﻧﺘﺎﯾﺞ‬ ‫ﺷﺪه‬ ‫ﻣﺤﻘﻖ‬ ‫ﲡﺎری‬ : ‫ا‬ ‫ﺗﺎن‬ ‫ﺗﻌﺮﯾﻒ‬ ‫ﺑﻪ‬ ‫ﻧﺘﺎﯾﺞ‬ ‫از‬ ‫ارزﯾﺎﺑﯽ‬ ‫ﻣﻮﻓﻘﯿﺖ‬ ‫ز‬ CRM ‫ﺑﺮﻣﯿﮕﺮدد‬ . ‫در‬ ‫ﻏﯿﺮﳑﮑ‬ ‫ﭘﻨﻬﺎن‬ ‫ﻧﺘﺎﯾﺞ‬ ‫ارزﯾﺎﺑﯽ‬ ‫ﻣﺪت‬ ‫ﮐﻮﺗﺎه‬ ‫ﻦ‬ ‫اﺳﺖ‬ . ‫ﻧﻈﺮی‬ ‫ﺳﺎرا‬

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