Umunsi w’Ababyeyi uzaba amahirwe ya mbere akomeye mu gice cya kabiri cy’umwaka ku bacuruzi ibihumbi gushyira mu igeragezwa ingamba zabo zo kugurisha. Mu gihe gushaka ibisubizo by’ubwenge bw’ubukorano kugira ngo serivisi ku bakiliya zikoreshwe mu buryo bwikora, gushaka serivisi, no gucunga imibanire bikomeje kwiyongera, ikibazo kirimo kwiyongera mu ba nyir’ubucuruzi: ese ni ngombwa gushora imari muri AI mbere yo gushyiraho uburyo bwo kugurisha? Ku mpuguke, igisubizo kiri mu guhitamo ibikoresho gusa ahubwo kiri mu gihe ubucuruzi bumaze kugera ku ntego.
Hugo Silveira, rwiyemezamirimo, impuguke mu iterambere ry’ubucuruzi, akaba n’umwe mu bashinze Grupo HRZ, ikigo cy’ubucuruzi cyihariye mu iterambere ry’ubucuruzi, kwihutisha ibicuruzwa, no kongera inyungu, avuga ko amasosiyete menshi agitangira impinduka mu ikoranabuhanga ahantu hatari ho.
Nk’uko abivuga, ubwenge bw’ubukorano bwongera ibyo busanzwe buri muri iki gikorwa. Yagize ati: “Ba nyir’ubucuruzi bakunze kubaza ubuhanga bw’ubukorano bagomba kugura. Ikibazo gikwiye ni ukumenya niba ikigo gisanzwe gifite inzira zisobanutse neza, ibimenyetso byagenwe, n’imikorere iteguye. Iyo igikorwa kidateguwe neza, ubuhanga bwo gukora ibintu mu buryo bw’ikoranabuhanga (AI) bwihutisha amakosa. Iyo hari uburyo, igenzura, n’imicungire, bigwiza umusaruro.”.
Iterambere ry'ikoranabuhanga rifasha gusobanura iyi ngengabihe. Nk’uko raporo y’ubushakashatsi bw’ubukorano ya Kaminuza ya Stanford yo mu 2025 ibivuga, ishoramari ry’abikorera ku giti cyabo ku isi mu bumenyi bw’ubukorano ryageze kuri miliyari 252 z’amadolari ya Amerika mu 2024, 26% byiyongereyeho ugereranyije n’umwaka ushize. Ubushakashatsi bwa McKinsey bwasohotse mu 2025 bwerekana ko 78% by’imiryango ku isi yose isanzwe ikoresha ikoranabuhanga ry’ubukorano nibura mu gice kimwe cy’ubucuruzi bwayo, ibi bikaba bishimangira ikoranabuhanga nk'ikintu cy’ingenzi mu ngamba z’ibigo.
Mu by’ukuri, ubwenge bw’ubukorano bushobora gusubiza umukiriya ku nshuro ya mbere, bugatanga amakuru yujuje ibisabwa, bukandika amakuru mu buryo bwikora muri CRM, bugatanga amahirwe mu bacuruzi, bugakurikirana abaguzi, kandi bugakurikirana ibitekerezo bifunguye. Ibi bikorwa bigabanya igihe gikoreshwa mu mirimo y’akazi kandi bigaha itsinda rishinzwe kugurisha imbaraga mu biganiro, gucunga imibanire n’abakiriya, no kurangiza kugurisha.
João Vinas, injeniyeri w’inzobere mu bya CRM, ikoranabuhanga mu kugurisha, n’ubwenge bw’ubukorano bukoreshwa mu kugurisha, akaba n’umufatanyabikorwa muri Grupo HRZ, asobanura ko aho gutangirira hagomba kuba ugutegura inzira izakorwa mu buryo bwikora. Yagize ati: “Mbere yo gushyiraho umukozi ushinzwe ubuhanga bwo gukora imibonano mpuzabitsina (AI) kugira ngo akurikirane itumanaho, ikigo kigomba kumenya ibigomba gukorwa kuri buri mukiriya nyuma yo kuvugana bwa mbere. Ni nde wakira iyi nguzanyo? Bifata igihe kingana iki? Ni ayahe makuru agomba gukusanywa? Umucuruzi azaza ryari? Hazageragezwa abantu bangahe? Ikoranabuhanga rishobora gushyira mu bikorwa iyi logique ku rugero runini, ariko mbere na mbere, iyi logique igomba kubaho.”
Raporo ya HubSpot ivuga ku bijyanye n’ubuhanga mu by’ubuhanga mu by’ikoranabuhanga mu kugurisha 2025 yemeza iyi gahunda, igaragaza ko porogaramu zikoreshwa cyane n’amatsinda y’abacuruzi zijyanye no gukora imirimo y’ubuyobozi mu buryo bwikora, gukora amabaruwa, gukora ubushakashatsi ku bakiriya, no kuvugurura inyandiko z’ubucuruzi. Ariko, inyungu mu musaruro ziterwa neza n’ubwiza bw’imikorere.
Silveira avuga ko hari igihe gikwiye cyo gushyira mu bikorwa ubuhanga bw’ubukorano. Ibigo bidafite abakiriya bateguye, bitazi ibimenyetso by’ingenzi by’imikorere yabyo, cyangwa bidakurikirana imikorere y’uburyo bwo kugurisha, ntibizashobora gukuramo agaciro mu ikoranabuhanga. "Ikosa ni ukwemera ko ubuhanga bw’ubukorano buzashyiraho ikigo kitari mu buryo buteguye. Biterwa n’ubwiza bw’amakuru yakira n’inzira ihura na zo. Iyo izi nzira zitabaho, inyungu iba iri hasi cyane ugereranyije n’uko byari byitezwe.".
Nk’uko iyo mpuguke ibivuga, hari ibimenyetso bigaragaza ko ikigo gikeneye gushyiraho gahunda y’imikorere yacyo mbere yo gushora imari mu bikorwa by’ikoranabuhanga:
- ntabwo ikoresha CRM buri gihe;
- Nta buryo bwo kugurisha bufite ishingiro;
- Bifata igihe kirekire cyane gusubiza abakiriya;
- Ntabwo ikurikirana igipimo cy'ihindagurika ry'ibicuruzwa;
- ntabwo azi inzira zinjiza amafaranga menshi;
- Ntabwo ikomeza kugira amateka y'imibanire n'abakiriya.
Vinas yongeraho ko ikigo kidakeneye gutegereza kugera ku bikorwa bitunganye kugira ngo gitangire gukoresha ubwenge bw'ubukorano. Ingingo y'ingenzi ni ukubasha gupima ibyabaye mbere yo gushyirwa mu bikorwa kugira ngo ugereranye imikorere nyuma yaho. Yagize ati: “Niba nyir'ubucuruzi atazi uyu munsi igihe bifata kugira ngo asubize ku mukozi waguze, umubare w'abantu bahuriraho baba amahirwe, n'uburyo amahirwe angana arangira mu kugurisha, ntabwo azashobora kwerekana ko ubuhanga bwo gukora imibonano mpuzabitsina (AI) bwazamuye umusaruro. Gukora imashini nta shingiro bihindura ishoramari mu ikoranabuhanga nk'imikino y'amahirwe.”.
Iyo ibyo by'ibanze bimaze gushyirwaho, ubwenge bw'ubukorano butangira gukora nk'umuvuduko w'iterambere. Icy'ingenzi kuruta gushyira mu bikorwa ibikoresho bishya ni ukugenzura ibipimo bishobora kwerekana niba ishoramari ritanga inyungu koko.
Mu bipimo by'ingenzi bigomba gukurikiranwa harimo:
- Kugabanya igihe mpuzandengo cyo gusubiza abakiriya;
- Igipimo cyo guhindura abantu cyariyongereye;
- kwiyongera k'umubare w'abakurikiranwe;
- Kugabanya amahirwe yatakaje;
- umusaruro wiyongera kuri buri mucuruzi;
- izamuka ry'igiciro mpuzandengo cy'itike;
- kwiyongera kw'igipimo cyo kugura ibintu;
- Izamuka ry'amafaranga yinjira nta kwiyongera kw'abakozi ku rugero rungana.
Hugo agira ati: “Intsinzi y’ubwenge bw’ubukorano ntigomba gupimwa n’umubare w’imashini zikora zikoresha ikoranabuhanga, ahubwo igomba gupimwa n’ingaruka bigira ku musaruro n’amafaranga. Niba ibipimo bikomeje kuba bimwe nyuma yo gushyirwa mu bikorwa, ikibazo gishobora kuba kitari ku gikoresho, ahubwo ni ku micungire y’ibikorwa.”.
Ubunararibonye bwa HRZ Group bushimangira ubu bwumvikane. Iyi sosiyete ihuza CRM, ikoranabuhanga mu kugurisha, abakozi b’inzobere, n’uburyo bwo guhanura ubucuruzi, ubucuruzi bwo kuri interineti, amavuriro, n’ibigo bitanga serivisi, buri gihe ihuza ikoranabuhanga n’imiterere y’ibikorwa by’ubucuruzi. Iyi sosiyete imaze kwihutisha ibikorwa birenga 250 mu gihugu hose kandi ifite inyigo z’ingero nka R$ 764.000 mu kugurisha mu masaha 24 mu maduka menshi afatika na miliyoni 1.9 z’amadolari mu masaha 48 gusa mu bucuruzi bwo kuri interineti.
Ku bigo bishaka kubyaza umusaruro umunsi mukuru w’ababyeyi, Silveira avuga ko hakiri umwanya wo gukoresha ubuhanga bw’ubukorano mu buryo bw’ikoranabuhanga, mu gihe imyiteguro itangirana no gutegura ibikorwa. Asoza agira ati: “Abashyira mu bikorwa igikoresho iminsi mike mbere y’uko ubukangurambaga butangira ntibazabona umusaruro uhoraho. Inyungu nziza iba iyo CRM, inzira yo kugurisha, serivisi ku bakiliya, n’ibipimo by’ingenzi by’imikorere byamaze gushyirwa mu byiciro. Ubwenge bw’ubukorano bwihutisha imikorere myiza, ariko ntibusimbura imicungire.”.
