Gupima umusaruro wo kwamamaza no kugurisha mu bukangurambaga bwo gukoresha uburyo bumwe akenshi ni inzira yoroshye: guhitamo intego igaragaza imikorere y'umuyoboro runaka hanyuma ukabara inyungu ku nyungu. Ariko se bite iyo umukiriya akoze ubushakashatsi ku bicuruzwa ku rubuga rwawe, akabaza ibibazo umucuruzi mu iduka rifatika, kandi akarangiza kugura binyuze muri porogaramu? Muri omnichannel, buri gice cy'itumanaho kibara agaciro—kandi uku guhuza imiyoboro, nubwo ari ingirakamaro mu kongera umusaruro, bituma gupima inyungu ku ishoramari birushaho kugorana.
Mu rwego rw'imiyoboro yose, inyungu iboneka mu mafaranga isuzuma inyungu zingana n'ibikorwa bihuza imiyoboro myinshi, yaba ifatika cyangwa iy'ikoranabuhanga, byakozwe ugereranije n'ishoramari ryakozwe. Ariko, mu gihe mu bukangurambaga bw'imiyoboro imwe gusa birashoboka guhuza ishoramari n'inyungu, iyo hari imiyoboro myinshi igamije inyungu, inyungu ituruka ku mikoranire y'abantu ku buryo butandukanye, akenshi hamwe n'ingendo ndende kandi zitari zisanzwe zo kugura - ibi bituma iki gikorwa kiba ingorabahizi cyane ku bigo byinshi.
Uretse ingorane zo gusuzuma ingaruka zituruka ku miyoboro itandukanye, ni ngombwa kandi gusuzuma izindi mbogamizi zikomeye muri uru rugendo: guhuza amakuru, kuko buri muyoboro ukusanya amakuru mu buryo butandukanye n'ibipimo; kugaragara k'urugendo rwose, kubera ko ibice by'uburambe akenshi bitandikwa mu buryo bushoboka kandi bupimirwa; no guhuza ibisubizo bishobora kubaho nta buryo bwo kureba buhuriweho, iyo impinduka imwe ibarwa mu miyoboro irenze imwe, bityo bigatuma inyungu y'abaturage igabanuka.
None se, ni izihe mbogamizi zo kutita kuri izi ngamba, cyane cyane ku isoko rikoresha ikoranabuhanga kandi rihujwe cyane? Nk’uko ubushakashatsi bwakozwe na ILUMEO bubivuga, hafi 20% by’ishoramari mu itangazamakuru ntirigaragaza isano ikomeye mu mibare n’ibyavuye mu bucuruzi, nko kugurisha cyangwa kubona amafaranga menshi. Ibi bivuze ko, hatabayeho gupima neza, kimwe cya gatanu cy’ingengo y’imari yo kwamamaza gishobora gupfushwa ubusa.
Aya makuru ashimangira akamaro ko gushyira hamwe amakuru aturuka ahantu hatandukanye mu buryo bumwe no gushyiraho ibipimo, amazina y’imiyoboro, n’uburyo bwo kuyakurikirana, kugira ngo habeho kureba urugendo rw’umukiriya ku gipimo cya 360º, bityo, habeho ishusho isobanutse kandi idafite aho ibogamiye ku nyungu ikigo cyabonye muri buri gikorwa cyashyizweho. Kandi, muri urwo rwego, birumvikana ko tutabura kugaragaza uburyo ikoranabuhanga rishobora kuba inshuti y’ingirakamaro.
Hari ibikoresho byinshi ku isoko bishobora gufasha muri iki gipimo, nka CRM zihujwe zifasha gukurikirana imikoranire yose mu buzima bw'abakiriya no guhuza amakuru y'imyitwarire, ubucuruzi, n'ubwitabire; ndetse n'ibisubizo bya BI bifasha guhindura amakuru menshi mo dashboard zoroshye gusobanura. Byinshi muri byo bigufasha no gushyira uburemere kuri buri muyoboro, bigatuma iri sesengura rirushaho kuba ryuzuye kandi ryizewe kugira ngo rishyigikire gufata ibyemezo mu gihe kizaza.
Muri ubu buryo, nta kimenyetso kimwe gusa ibigo bishobora gukoresha; byose biterwa n'ingamba byafashwe n'intego bifuza kugeraho. Nubwo bimeze bityo, hari bimwe mu by'ingenzi bigomba gushyirwa imbere, nko inyungu rusange y'ubukangurambaga, CAC igereranije mbere na nyuma yo gushyira mu bikorwa omnichannel, LTV (ipima agaciro kose umukiriya yinjiza mu mibanire), igipimo cy'impinduka kuri buri muyoboro n'imiyoboro inyuranyije (igaragaza aho abaguzi batera imbere mu rugendo rwabo), uruhare, n'igipimo cyo kugumana.
Iri sesengura ry'amakuru rituma habaho isuzuma rihoraho ry'ibitekerezo, guhindura ubutumwa, ibice, n'imiterere kugira ngo habeho ubunararibonye bwihariye, kongera ubwitabire, bityo, inyungu ku ishoramari. Kora ubu bugenzuzi kenshi, uko imyitwarire y'abaguzi ihinduka kandi ibi bigira ingaruka zitaziguye ku mikorere y'imiyoboro iri mu ngamba zo kwamamaza za omnichannel.
Ikintu cy'ingenzi muri ibi byose ni ukugenzura ireme n'ivugurura ry'aya makuru buri gihe, kuko bishobora kwangiza isesengura ryose ry'inyungu ku nyungu no gutuma hafatwa ibyemezo by'ubucuruzi bitari byo. Ibanga ni uguhindura imibare mu bitekerezo , kuko mu kumenya inzira zigira ingaruka zikomeye kuri buri cyiciro cy'umuyoboro, birashoboka kongera kugabanyiriza ingengo y'imari n'imbaraga mu buryo bw'ubwenge no mu buryo bw'ingamba kugira ngo wongere umusaruro wifuzwa.
