Izinga lokugcinwa kwamaklayenti

Izinga lokugcinwa kwamaklayenti liyiphesenti lamaklayenti aqhubeka nobudlelwano bawo nesikhungo ngesikhathi esinqunyiwe. Ekubolekiseni imali, ngokuvamile likala ingxenye yababoleki abathatha imali mboleko elandelayo ngemva kokukhokha ngokugcwele imali mboleko yangaphambili, kunokuba baphume ngemva komjikelezo owodwa.

Ukuphambana kwalo kuyizinga lokuyeka (noma izinga lokushintsha): ingxenye yamaklayenti ashiyayo.

Ukugcinwa kwamaklayenti kungenye yezinkomba ezibalulekile kakhulu ngokwezomnotho umbolekisi azilandelayo, ngoba cishe zonke izindleko zobudlelwano bokubolekisa zithwalwa ngaphambili — ukuthola amaklayenti, ukwakhiwa kwamaqembu, ukuhlolwa kokuqala, ukuqeqeshwa, i-KYC — kuyilapho inzuzo itholakala phakathi nemijikelezo. Umboleki oshiya ngemva kwemali mboleko eyodwa kungenzeka akaze azikhokhele izindleko zokwamukelwa kwakhe ohlelweni.

Indlela Yokubala Izinga Lokugcinwa Kwamaklayenti

Ayikho ifomula eyodwa okuvunyelwene ngayo, futhi lokhu kuyimbangela evamile kakhulu yokudideka lapho izibalo zokugcinwa kwamaklayenti ziqhathaniswa phakathi kwezikhungo. Izindlela ezine ezingezansi zonke zikhiqiza "izinga lokugcinwa kwamaklayenti" futhi zonke zinikeza izimpendulo ezihlukile ephothifoliyweni elifanayo.

Indlela 1 — Ifomula ejwayelekile yokugcinwa kwamaklayenti

Izinga lokugcinwa = ((E − N) / S) × 100
lapho S = amaklayenti ekuqaleni kwesikhathi, N = amaklayenti amasha atholakale phakathi nesikhathi, E = amaklayenti ekupheleni kwesikhathi

Lokhu kuhlukanisa amaklayenti aqhubekayo ngokususa amaklayenti amasha ebhalansini yokuvala. Kuyindinganiso evamile yebhizinisi futhi kusebenza kahle lapho isisekelo samaklayenti sikalwa njengesitoko esizinzile.

Isibonelo: amaklayenti angu-4,200 ekuqaleni konyaka; amaklayenti amasha angu-1,500 atholakale; angu-4,800 ekupheleni konyaka.

Ukugcinwa = ((4,800 − 1,500) / 4,200) × 100 = 78.6%

Indlela 2 — Izinga lokugcinwa kwababoleki (umkhuba we-microfinance)

Ukugcinwa kwababoleki = Ababoleki abasebenzayo ekupheleni kwesikhathi / (Ababoleki abasebenzayo ekuqaleni + Ababoleki abasha phakathi nesikhathi) × 100

Ukusebenzisa izibalo ezifanayo:

4,800 / (4,200 + 1,500) × 100 = 84.2%

Le ndlela ivamile ekuqhathaniseni kwe-microfinance. Iyathethelela kakhulu kuneNdlela 1 ngoba amaklayenti amasha ahlala ku-denominator kunokuba asuswe ku-numerator.

Indlela 3 — Indlela yomjikelezo wemali mboleko

Ukugcinwa = Izimali mboleko eziphindwayo ezikhishwe esikhathini / Ingqikithi yezimali mboleko ezikhishwe esikhathini × 100

Lokhu kukala ukuziphatha kokuvuselela ngqo kunokuba kukucabangele ngezibalo zamaklayenti, futhi kuyindlela esondelene kakhulu nendlela ukubolekisa okuqhubekayo okusebenza ngayo ngempela. Ubuthakathaka bayo ukuthi iyazwela emthameni wokukhishwa kwezimali: ukwanda okukhulu kokutholwa kwamaklayenti amasha kuzokwehlisa isilinganiso ngisho noma kungekho klayenti elivele likhona elishiyile.

Indlela 4 — Ukugcinwa kweqembu elilandelwayo

Landelela iqembu elinqunyiwe lokungeniswa ngokuhamba kwesikhathi bese ukala ukuthi bangaki abasasele emjikelezweni ngamunye.

• Umjikelezo 1: amaklayenti angu-1,000 asasele (ukugcinwa okuqongelelayo okungu-100%)
• Umjikelezo 2: amaklayenti angu-720 asele (72% uma kuqhathaniswa nomjikelezo owedlule, 72% ukugcinwa okuqongelelekile)
• Umjikelezo 3: amaklayenti angu-590 asele (82% uma kuqhathaniswa nomjikelezo owedlule, 59% ukugcinwa okuqongelelekile)
• Umjikelezo 4: amaklayenti angu-505 asele (86% uma kuqhathaniswa nomjikelezo owedlule, 51% ukugcinwa okuqongelelekile)
• Umjikelezo 5: amaklayenti angu-450 asele (89% uma kuqhathaniswa nomjikelezo owedlule, 45% ukugcinwa okuqongelelekile)

Ukuhlaziywa kwe-cohort kuyindlela enolwazi oluningi kakhulu ngoba kukhombisa lapho amaklayenti ashiya khona. Iphethini engenhla — ukulahleka okukhulu phakathi komjikelezo 1 no-2, bese kuba nokuzinza okuqhubekayo — kuvamile, futhi kukutshela ukuthi iphuzu lokungenelela ukuvuselelwa kokuqala, okuyinto iphesenti elilodwa lezinga lephothifoliyo elingeke likuveze.

Umthetho osebenzayo: khetha indlela eyodwa, uyichaze ngokubhala, bese uyisebenzisa ngokungaguquki. Isibalo sokugcinwa esingenayo ifomula yaso esinamathiselwe asiqhathaniseki nanoma yini.

Kungani Ukugcinwa Kweklayenti Kubalulekile

Ukwehliswa kwezindleko zokuthola amaklayenti. Ukuqaliswa kwemali mboleko, ukwakhiwa kwamaqembu, ukuqeqeshwa, i-KYC kanye nokuhlolwa kokuqala ikakhulukazi kuyizindleko ezenzeka kanye. Yonke imijikelezo eyengeziwe isabalalisa lezo zindleko phezu kwemali engenayo eyengeziwe.

Ubungozi obuphansi besikweletu. Ababoleki abaphindayo bahlala besebenza kangcono kunababoleki bomjikelezo wokuqala, ngoba isikhungo sesikubonile ukuziphatha kwabo futhi umboleki useqongelele inani lobudlelwano angafuni ukulahlekelwa yilo. Ngakho-ke ukugcinwa kuthuthukisa ikhwalithi yephothifoliyo, hhayi imali engenayo kuphela.

Usayizi ophakathi omkhudlwana wemali mboleko. Ngaphansi kokubolekisa okuqhubekayo, amaklayenti agciniwe akhuphukela phezulu esitebhisini. Ukugcinwa yikhona okuguqula iphothifoliyo yemali mboleko yokuqala emincane ibe yileyo enezilinganiso eziphakathi ezisebenzayo.

Ukuhlolwa kwesikweletu okushibhile. Ukuhlolwa kokuvuselela komboleki owaziwayo onomlando wokukhokha kubiza ingxenye encane yokuhlolwa kokuqala.

Inani lempilo yonke yeklayenti. Ukugcinwa kuwumthombo oyinhloko we-CLV. Izinguquko ezincane ziyahlangana: ukukhuphula ukugcinwa komjikelezo ngomjikelezo kusuka ku-70% kuye ku-80% cishe kuphinda kabili inani lemijikelezo elilindelekile ngeklayenti ngalinye.

Ikhwalithi yesignali. Ukuyeka kuyimpendulo ethembekile. Amaklayenti akuvamisile ukukhononda — avele angabuyi. Izinga elikhuphukayo lokuyeka ngokuvamile liyinkomba yokuqala yokuthi intengo, ubukhulu bemalimboleko, ikhwalithi yesevisi noma okunikezwa yimbangi kushintshile.

Izingibe Ezivamile Zokulinganisa

Ukubala amaklayenti alele njengasebenzayo. Iklayenti elinebhalansi enguziro elingazange lenze msebenzi izinyanga aligciniwe. Chaza ngokucacile "elisebenzayo" — imali mboleko esele, umsebenzi phakathi nesikhathi esibekiwe, noma ibhalansi yokonga engaphezu komkhawulo — bese ukusebenzisa ngokungaguquki.

Ukungazinaki izikhathi zokuphumula. Ababoleki bavame ukuphumula phakathi kwemijikelezo ngenxa yezizathu zesizini noma zomuntu siqu bese bebuya kamuva. Ukulinganisa ukugcinwa ngewindi elifushane kakhulu kubeka la maklayenti njengalahlekile. Chaza iwindi lokubuya (ngokuvamile izinyanga ezi-3–6 ngemva kokukhokhelwa) ngaphambi kokubala iklayenti njengeliphumile.

Ukudida ukuphuma okuphoqelekile nokuzithandela. Iklayenti iqembu lalo eliwohlokile, elinqatshiwe, noma elicinyiwe liphumile ngesizathu esihluke kakhulu kunalelo elikhethe ukuhamba. Ukuhlanganisa wona kufihla isignali esetshenziswayo.

Ukulinganisa kwezinga leqembu kuqhathaniswa nezinga lelungu. Ekubolekisweni kweqembu, iqembu lingaqhubeka likhona ngenkathi lilahlekelwa amalungu, noma lihlakazeke ngenkathi wonke amalungu ethuthela emikhiqizweni yomuntu ngamunye. Kokubili kudinga ukulandelelwa okuhlukene.

Izimalimboleko eziningi ezikhona ngesikhathi esisodwa. Lapho iklayenti lingaba nezimalimboleko ezingaphezu kweyodwa, izindlela ezisuselwa enanini lezimalimboleko zenza isisekelo samaklayenti sibonakale sikhulu kunalokho esiyikho. Ukugcinwa kwamaklayenti kufanele kukalwe ezingeni leklayenti, hhayi ezingeni lemalimboleko.

Ukuzwela kwenkathi. Amazinga okugcinwa kwamaklayenti onyaka, ekota nanyanga zonke awakwazi ukuguqulwa abe elinye ngendlela eqondakala kalula, ikakhulukazi emikhiqizweni yesikhathi esifushane lapho iklayenti lingaqeda imijikelezo emithathu ngonyaka.

Ukusinda kwinani elingaphansi. Amaklayenti asaphakathi nesikweletu awazange abe nethuba lokushiya. Ukuwafaka kukhukhumalisa izinga lokugcinwa. Amadenominetha ahlanzeke kakhulu aqukethe kuphela amaklayenti afinyelele ephuzwini lesinqumo lokuvuselela.

Yini Ebangela Ukushiya Kwamaklayenti

Umkhawulo ophezulu wemalimboleko. Isizathu esivame kakhulu sokuthi amaklayenti amahle ashiye. Obolekayo osekhule wadlula inani elikhulu elitholakalayo uzoya kumbolekisi ongakwazi ukumsiza — ethatha umlando wesikweletu okwakuthatha isikhungo imijikelezo eminingana ukuwakha.

Ukubambezeleka kokuvuselela. Obolekayo okhokha ngoLwesihlanu futhi engakwazi ukuthola imalimboleko elandelayo amasonto amathathu unesikhewu semali yokusebenza. Izimbangi zincintisana ngqo ngalelo gebe.

Izindleko zesikhathi zemihlangano. Ukuba khona okuphoqelekile masonto onke kuyizindleko zangempela, eziphindelelayo kumhwebi. Akukaze kuvele ezingeni lenzalo kodwa kuvame ukushiwo ezinhlolokhonweni zokuphuma.

Imigomo yomkhiqizo eqinile. Imvamisa yokukhokha, ubude besikhathi noma usuku lokuqala okungahambisani nomjikelezo wemali kabolekayo — kubi kakhulu kwezolimo nasohwebeni lwesizini.

Intengo. Imvamisa kuyimbangela encane kunalokho okucatshangwayo, kodwa kuba yisici esinqumayo uma imbangi inikeza imigomo engcono ngokusobala yomkhiqizo ofanayo.

Ukwehluleka kweqembu. Ngaphansi kwesibopho esihlanganyelwe, ilungu elehluleka ukukhokha lingakhipha ngenkani abakhokhi abahle abaningana. Lokhu kungomunye wemithombo emikhulu yokushiya okugwemekayo emaphothifoliyweni eqembu.

Ukuziphatha kwabasebenzi nokushintsha kwabasebenzi. Ubudlelwano ekubolekiseni kwensimu buvame ukuba nesikhulu semalimboleko, hhayi nesikhungo. Ukushintsha kwezikhulu kuyisibikezelo esilinganisekayo sokulahleka kwamaklayenti ephothifoliyweni elithintekile.

Ukweletwa ngokweqile. Obolekayo okhokha kubabolekisi abaningana angahoxa ngamabomu, okuwukuphuma okunempilo futhi okufanele kuqoshwe ngendlela ehlukile.

Ukuvalwa kwebhizinisi noma ukuthuthela kwenye indawo. Ukulahleka kwangempela okungahlobene nekhwalithi yesevisi, kodwa kusafanele kubalwe futhi kulinganiswe kunokuba kucatshangwe nje.

Indlela Ewusizo Yokulandelela Ukugcinwa Kwamaklayenti

• Kuhlukanise ngezigaba. Ukugcinwa kwamaklayenti ezingeni lephothifoliyo kucishe kungabi nalusizo ngokwako. Kuhlukanise ngenombolo yomjikelezo, igatsha, isikhulu semalimboleko, umkhiqizo, iqembu uma kuqhathaniswa nomuntu ngamunye, umkhakha nobulili. Umehluko phakathi kwezigaba yikhona okuthathwa khona izinqumo.
• Thwebula izizathu zokuphuma emthonjeni. Ikhodi yesizathu sokuphuma ephoqelekile ekuvaleni, enohlu oluncane, oluchazwe kahle, ikhiqiza idatha engcono kunanoma yikuphi ukuhlaziya okubheka emuva.
• Yenza izinhlolokhono zokuphuma kusampula. Amakhodi ezizathu aqoshwa ngabasebenzi achemile ngendlela ehlelekile abheke ezizathwini ezingabeki icala kubasebenzi. Isampula elincane elizimele liyalungisa lokhu.
• Qaphela umjikelezo 1 kuya kumjikelezo 2 ngokukhethekile. Yilapho ukulahleka okukhulu kakhulu kwenzeka khona nalapho ukungenelela kunenzuzo ephezulu kakhulu.
• Landelela ukugcinwa kwamakhasimende ngokumelene nokukhula kosayizi wemalimboleko. Uma ukugcinwa kuphezulu kodwa usayizi omaphakathi wemalimboleko awushintshi, amakhasimende ayahlala kodwa awathuthuki — inkinga yomkhawulo efihliwe.
• Hlukanisa ukuphuma ngokuzithandela nokuphuma okuphoqelekile kuyo yonke imibiko.

Liyini izinga elikahle lokugcinwa kwamakhasimende?

Akukho silinganiso sokuqhathanisa somhlaba wonke, futhi izibalo ezishicilelwe kufanele zithathwe ngokuqapha ngenxa yezizathu ezimbili: izikhungo zisebenzisa amafomula ahlukene, futhi zichaza "ikhasimende elisebenzayo" ngendlela ehlukile. Okubikiwe okungu-85% ngaphansi kwenye indlela kungaba yiphothifoliyo efanayo nokubikiwe okungu-70% ngaphansi kwenye indlela.

Izivivinyo eziwusizo kakhulu kunesilinganiso sokuqhathanisa sangaphandle:

• Isiqondiso. Ngabe izinga lakho siqu liyakhuphuka noma liyehla ngaphansi kwencazelo engaguquki?
• Isimo seqoqo. Yikuphi esitebhisini lapho amakhasimende aphuma khona, futhi ingabe lelo phuzu liyanyakaza?
• Ukusabalala kwezigaba. Libanzi kangakanani igebe phakathi kwamagatsha noma izikhulu zakho ezihamba phambili nezenza kabi kakhulu ngomkhiqizo ofanayo? Ukwehluka kwangaphakathi ngokuvamile kuyithuba elikhulu kunawo wonke futhi elingalungiseka kalula.
• Ukwaneleka ngokwezomnotho. Ngabe isilinganiso senani lemijikelezo ngekhasimende ngalinye sidlula inani elidingekayo ukuze kubuyiswe izindleko zokuthola amakhasimende? Lona uwukuphela komkhawulo obaluleke ngempela, futhi uhluka ngokwesikhungo ngasinye.

Izinkomba Ezihlobene

• Izinga lokuphuma / lokuyeka: 100% − izinga lokugcinwa
• Izindleko zokuthola amakhasimende (CAC): Ingqikithi yemali esetshenzisiwe yokuthola amakhasimende ÷ amakhasimende amasha atholiwe
• Inani lempilo yonke lekhasimende (CLV): Imajini ephelele elindelekile evela kukhasimende kulo lonke ubudlelwano babo
• Isilinganiso semijikelezo ngekhasimende ngalinye: Isilinganiso senani lemijikelezo yemalimboleko eqediwe ngaphambi kokuphuma
• Inani lamakhasimende asebenzayo: Amakhasimende ahlangabezana nomkhawulo wokusebenza ochazwe yisikhungo
• Iphothifoliyo esengozini (PAR): Ingxenye yephothifoliyo enezinkokhelo ezisilele ngale komkhawulo
• Usayizi omaphakathi wemalimboleko ngokomjikelezo: Kulandelela ukuthi amakhasimende agciniwe ayathuthuka ngempela yini