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Курсы Обработки - Занятие 6 - Эфир от 05.11.21

Курсы Обработки - Занятие 6 - Эфир от 05.11.21

Channel: Adamant Studio

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00:00:04

as I promised, the introduction to gray should

00:00:07

not be considered in the abstract, but only in

00:00:10

relation to the main

00:00:11

business tools and the key, as you remember, the

00:00:14

cornerstone in e-commerce in

00:00:17

online commerce is the

00:00:18

conversion funnels, the client crm passes through these funnels,

00:00:21

this is everything that is connected with the

00:00:23

client, we are a little -we’ll

00:00:25

give definitions a little later, but before that, let’s remember

00:00:28

that the client passes through three funnels,

00:00:30

traffic is converted through the funnel in the

00:00:32

film into accepted orders, this is where the

00:00:35

money already appears, this is where the clients make a

00:00:37

decision in your favor and not in

00:00:39

favor of your competitors, place an order with you,

00:00:41

make a deal if you bi-tu-bi

00:00:43

sign contracts and so on 2nd

00:00:46

operational funnel this

00:00:48

order fulfillment funnel we have already studied

00:00:50

in courses on operational gray that in

00:00:52

this funnel orders go through a certain

00:00:56

management cycle, losses also arise here

00:00:58

therefore 1500 accepted orders I

00:01:00

remind you that the numbers are conditional for examples

00:01:03

turn into actually completed and

00:01:05

paid for in clients passes through this

00:01:07

funnel already here, looking at the number 1500

00:01:10

minus 900, it is clear that there are clients

00:01:12

who disappeared in this funnel,

00:01:15

they didn’t hurt me and didn’t successfully

00:01:17

leave it, you understand, here it’s already starting to

00:01:19

smell like crm and it

00:01:21

is also clear that those clients who

00:01:24

received a negative experience in this funnel are

00:01:26

unlikely to enter that very third funnel

00:01:29

where we are already starting to

00:01:31

earn money again from one

00:01:33

attracted client; this is a funnel of

00:01:35

repeat orders and it is also clear that

00:01:38

even those individuals from clients who

00:01:39

left the 2nd funnel do not all of them entered the

00:01:42

third funnel of repeat purchases,

00:01:44

here crm is already starting to scream, here it is

00:01:47

loyalty, this difference is 360,900,

00:01:50

relatively speaking, three times before

00:01:54

what the company could have received as

00:01:55

loyal customers, but for some reason did not

00:01:57

receive it, thus

00:02:00

crm is directly related with

00:02:03

conversion funnels because everything rm is connected to the

00:02:05

client and the client goes through three

00:02:07

funnels, therefore we must

00:02:10

consider all the goals and objectives in gray

00:02:13

only from the point of view of ensuring that the

00:02:14

maximum number of clients pass

00:02:17

through the first second and third funnel, and

00:02:20

so we have more or less figured out the funnels,

00:02:23

I hope you understand how the conclusion is how gray is

00:02:25

connected with funnels now the relationship between

00:02:28

operational and analytical gray they are

00:02:30

also connected and so now we will give an

00:02:33

official definition of gray

00:02:35

are translated and you probably already know the

00:02:37

English term custom relation ship and the

00:02:41

last letter m in the case of operational

00:02:45

srm means management

00:02:47

customer relationship management caste world

00:02:50

relationship management operational

00:02:52

ciara and another definition that

00:02:55

exists and is actively used

00:02:57

all over the world is where the last letter m

00:02:59

means marketing dresser relation

00:03:02

ship marketing management of

00:03:05

relations with crits only marketing of

00:03:07

relations with clients and so it is

00:03:09

traditionally customary to call this

00:03:13

part epam about gray, that is, operational

00:03:15

gray, and this part is gray,

00:03:17

analytical gray, and now we connect

00:03:19

them with funnels;

00:03:21

operational gray, for the most part, is

00:03:24

connected with the djed funnel, which we

00:03:26

call the operational funnel, the

00:03:28

order fulfillment funnel, and this is included here from the point of

00:03:31

view of e-commerce,

00:03:32

customer service operations management

00:03:34

and in general, the customer experience of

00:03:36

interaction with the company for placing

00:03:39

orders, and in the analytical gray area

00:03:42

there are customer base management,

00:03:46

segmentation,

00:03:47

personalized offers,

00:03:49

marketing, all kinds of

00:03:51

promotional tools, which helps the

00:03:54

client repeatedly enter the

00:03:57

djed funnel, that is, the funnel of repeat

00:04:00

purchases, but the best way to get away from

00:04:03

abstract philosophical reasoning on the

00:04:05

topic of what is operating gray

00:04:07

analytical what is the connection between them it is

00:04:10

always to come to my favorite

00:04:11

definition to define in terms of KPI

00:04:14

and 100 of the key

00:04:16

performance indicators then ask yourself the question: is

00:04:19

operating gray responsible for such indicators of business performance and for

00:04:21

what indicators answers analytical

00:04:23

sulfur this is what we will do

00:04:24

now here I like the

00:04:27

performance indicators of operational gray

00:04:29

colleagues some of them you already know

00:04:31

some of them we will learn to count in this

00:04:34

course and so measurable

00:04:36

performance indicators that are associated with

00:04:38

operational gray this is the service level

00:04:40

service level we study it in detail in the

00:04:43

know operational gray contact raid

00:04:46

level of contacts between clients and the company

00:04:48

level of satisfaction index so-

00:04:51

called NPC complaints raid you are also

00:04:54

great and you remember in the case of the polar

00:04:56

bear we studied it in detail

00:04:58

remember the type of speed of responses to any

00:05:01

customer request

00:05:02

quality of customer service or with these

00:05:05

sectors index it, too, it was studied and the

00:05:07

conversion from any request or from a

00:05:10

complaint in the future I buy, that is,

00:05:12

how much after contacting the

00:05:14

client’s support service we will continue your

00:05:17

desire to buy from the company, here you

00:05:20

can also supplement it here, you can

00:05:22

screw the indicator at the end deprived of the raid,

00:05:24

you will also find out the level of cancellation of

00:05:27

orders funnels z and indicators turn this is

00:05:30

the level of returns look show them they

00:05:33

can be expanded but these are the basic ones

00:05:35

that are used to

00:05:37

measure the pressure

00:05:40

on the client base on the client

00:05:43

service to some pressure there we have the

00:05:45

client how he feels in general everything is

00:05:47

fine you can fly with him further whether in the open

00:05:49

spaces of the business or not, now

00:05:51

we move on to analytical sulfur, what are the

00:05:55

indicators and so here we measure

00:05:58

conversion from any sales channels

00:06:00

purchase but you already know it very well by

00:06:03

this point how conversion is measured the

00:06:05

growth in the number of new customers which is

00:06:09

equivalent to occupying market share by some

00:06:12

specific business Also an important

00:06:13

indicator is the growth of repeat customers and

00:06:16

purchases, but this indicator, in principle,

00:06:18

is the main meaning and purpose of the

00:06:21

gray one, but here we are talking about that very

00:06:23

measured loyalty, the so-called

00:06:25

health of the client base, the share of active

00:06:28

buyers in the total client base,

00:06:31

I’ll stop here in more detail,

00:06:33

I’ll stop right away and they won’t go far

00:06:34

and I’ll tell you one case

00:06:37

from mine from my many years of experience, but

00:06:41

it really happened many years ago, there are all

00:06:44

sorts of conferences on Internet

00:06:45

commerce, there are a lot of them, and there, on

00:06:47

the sidelines, different

00:06:49

representatives of different companies of

00:06:51

Internet companies meet and they’re like, what kind of

00:06:53

client base do you have? tell me the client

00:06:55

base is 6 million you have 6 million before that’s

00:06:57

nothing we have 11 million client

00:06:59

base oh and we only have three million

00:07:01

client base yes you actually have three

00:07:03

million client base and so on so

00:07:05

these numbers in themselves do

00:07:08

n’t mean anything at all you may have a million-dollar

00:07:10

client base, but it can be,

00:07:12

excuse my uneducational language,

00:07:14

half-dead, half-alive, it doesn’t matter how many

00:07:17

clients you have, what matters is what percentage of these

00:07:20

clients is active, if someone has a

00:07:23

client base, relatively speaking, 1 million

00:07:26

clients, here are six zeros, but of them

00:07:29

active, that is, they made at least one

00:07:32

purchase during the year, 10 percent is

00:07:34

just, for example, a conditional figure, then in

00:07:36

fact your client base

00:07:38

that brings you money is

00:07:41

never one million, but it’s 100 thousand,

00:07:43

and 90 percent of your client base is

00:07:46

here words of health not great she's

00:07:49

half alive she's not there why do you need dead

00:07:52

counts dead souls in your some kind of

00:07:55

gray system why do you need them if

00:07:57

they don't bring you money thus the

00:08:00

health of the customer base is the main

00:08:03

indicator that generally measures the

00:08:06

quality of sulfur as a line of business in the

00:08:09

company what percentage of your customer

00:08:12

base makes purchases during a

00:08:14

certain specified period of time,

00:08:17

for example, were the body during the year, and

00:08:20

this is where this indicator is fought for, so it’s

00:08:23

called analytical gray, and

00:08:25

of course, revenue and profitability

00:08:27

per customer or per customer

00:08:30

segment, you and I All the same, in this course we will

00:08:33

study the cementation of the vbd in the

00:08:36

database, dear colleagues, I now

00:08:38

really recommend that you

00:08:41

pause this video once again with your eyes,

00:08:43

look at the indicators, if at this

00:08:46

moment you understand that in the operational

00:08:48

gray there are some indicators without knowing these,

00:08:51

go to the course on operational gray and

00:08:53

study them because otherwise a

00:08:56

vacuum hole will form in knowledge it will be very

00:08:58

difficult in analytical gray we will

00:09:01

also study the indicators, but if you

00:09:05

paused then let me

00:09:07

ask you one question, what do you think is the

00:09:09

common indicator for

00:09:12

operational and

00:09:15

analytical in gray it will now

00:09:18

appear here, but I want to ask you a question

00:09:21

what is the general indicator that is not here yet

00:09:25

not here it is here it belongs

00:09:27

and it unites both directions in gray

00:09:31

please answer the question

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