Boekhouding eenmanszaak: eenvoudig in de cloud!

boekhouding voor eenmanszaak

Het is belangrijk om de administratie vanaf het begin goed bij te houden. De administratie is tenslotte een belangrijke informatiebron voor het nemen van beslissingen. Boekhoudsoftware voor de kleine onderneming maakt het werkleven een stuk eenvoudiger. Je bent veel minder tijd kwijt met administratie en de boekhouding is (bijna) automatisch op orde.

boekhouding voor eenmanszaak

Weinig tijd voor de boekhouding van je eenmanszaak

De kleine ondernemer: starter, freelancer, zzp-er of de eenmanszaak. De ambitieuze professional die continu bezig is met het aan de man brengen van producten en diensten, het op de hoogte blijven van nieuwe ontwikkelingen en het contact met de klanten. Er blijft weinig tijd over voor andere zaken, de administratie komt vanavond wel… Komt dit je bekend voor? Lees maar snel verder.

Enkele voordelen van boekhoudprogramma’s voor de eenmanszaak

Om te beginnen moet elke zakelijke administratie aan diverse wettelijke regels voldoen. Zo ben je onder andere verplicht de administratie zeven jaar te bewaren. Ook facturen moeten aan wettelijke eisen voldoen. Als je gebruik maakt van boekhoudsoftware dan wordt automatisch al aan vele voorschriften voldaan.

Boekhoudprogramma’s boeken de facturen automatisch en werken direct de btw-administratie bij. Facturen wordt hierdoor snel en eenvoudig. Hetzelfde geschiedt bij het inboeken van inkoopfacturen. Veel programma’s zetten aan het einde van de maand de btw-aangifte klaar, zodat deze direct verstuurd kan worden. Daarnaast verzorgen ze aan het eind van het jaar de balans en jaarrekening. Dat scheelt tijd en moeite.

Een ander voordeel is dat veel boekhoudprogramma’s modulair zijn opgebouwd.  Deze kunnen worden uitgebreid met geïntegreerde modules als bijvoorbeeld in- en verkoopadministratie, debiteuren en crediteuren, bankkoppeling, koppeling kassasysteem, urenregistratie of salarisadministratie. Zo kan de accounting software geïntegreerd met het bedrijf meegroeien.

Excel boekhouding en de eenmanszaak

De boekhouding kun je natuurlijk in Excel of Google Sheets bijhouden. Houd er echter rekening mee dat boekhouden meer is dan enkel het bijhouden van inkomsten en uitgaven. Je moet hiervoor dus wel over enige boekhoudkundige kennis beschikken, zodat alle gegevens consistent blijven.

Groeit de onderneming, dan is er vaak minder tijd beschikbaar voor het bijhouden van de boekhouding en wordt automatisering onvermijdelijk. Spreadsheets kunnen geautomatiseerd worden met behulp van macro’s en visual basic, maar dat is toch meer voor de echte kenners. Beschik je niet over de benodigde kennis, dan kun je gebruikmaken van kant-en-klare software voor de boekhouding van de eenmanszaak.

Boekhoudtools voor de kleine ondernemer in de cloud

Tegenwoordig heb je een ruime keus uit cloud software voor de boekhouding. Werken in de cloud betekent geen zorgen over de ICT-infrastructuur, updates en upgrades, beveiliging en back-up van gegevens. Je hebt enkel een internetverbinding nodig. Zo heb je 24/7 en overal inzicht in je boekhouding. De digitaal opgeslagen documenten geven tevens minder papieren rompslomp.

Kies bij voorkeur voor een clouddienst die de data opslaat op servers binnen Nederland of binnen de EU. Dit in verband met privacy regelgeving. Beveiliging van gegevens is belangrijk. Kijk dus ook of de leverancier ISO 27001 (internationale norm voor informatiebeveiliging) gecertificeerd is.

Minimale functionaliteiten van boekhoudtools voor het kleinbedrijf

Minimale functionaliteiten voor boekhoudingssoftware voor de eenmanszaak zijn:

  • Facturatie en inboeken van facturen
  • Voorbereiden van de btw-aangifte
  • Verzorgen van jaarrekening en balans

Als basisregel geldt dat de software je (invoer)werk uit handen neemt en tijd en kosten bespaart. Het verdient aanbeveling te kijken naar de mogelijkheden voor het exporteren van de gegevens, bijvoorbeeld voor accountant of boekhouder. Houd ook rekening met de toekomst. Heb je groeiplannen? Dan is het verstandig te kiezen voor modulaire software, zoals voorheen reeds genoemd.

Mobiele boekhoudapp

Steeds vaker beschikken de boekhoudpakketten over een mobiele app waarmee bonnetjes, inkoopfacturen en andere documenten worden gefotografeerd en doorgestuurd naar de cloud. Het document wordt door de software herkend, ingelezen en direct verwerkt in de boekhouding. Zo raak je nooit meer documenten kwijt en is de boekhouding altijd up-to-date.

Veel apps voorzien in een koppeling met de bank. Zo heb je altijd en overal inzicht in jouw bankzaken en kunnen betalingen “on the go” met de app worden afgehandeld.

Cloud boekhouden? Eenvoudig!

Veel programma’s zijn gemaakt voor mensen die geen boekhoudkundige ervaring hebben. Er zijn altijd uitgebreide online handleidingen van de leveranciers beschikbaar. De programma’s zijn meestal al standaard ingericht en sommige leveranciers bieden assistentie bij het overzetten van jouw huidige boekhouding naar de cloud.

Je kunt ook jouw eigen boekhouder om hulp vragen. Als het eenmaal is ingericht, lopen alle dagelijkse zaken zo veel mogelijk automatisch en hoeft de boekhouder enkel worden ingeschakeld voor controles en belastingtechnische vraagstukken.

Wat kost de boekhouding voor een eenmanszaak?

Zoals eerder gezegd zijn veel programma’s modulair opgebouwd. Prijzen kunnen afhankelijk zijn van het aantal in gebruik zijnde modules of van het aantal gebruikers. Er zijn leveranciers die factureren naar aanleiding van het aantal transacties of verwerkte documenten.

Veel boekhoudprogramma’s voorzien echter ook in een proefperiode of zelfs een gratis versie. Onderstaand enkele aanbieders aanbieders van boekhoudprogramma’s voor de eenmanszaak. Enkelen van hen kwamen in een onderzoek van Capterra onder MKB ondernemers naar voren als meest gebruikte programma’s in het kleinbedrijf.

Het programma e-Boekhouden voorziet in een versie voor starters, dat 15 maanden gratis is. Ondernemers hebben voor €24 per maand de beschikking over alle modules voor facturatie en een complete boekhouding met een onbeperkt aantal boekingen en facturen.

Een andere aanbieder is Snelstart, waarbij voor de instap module €10 per maand in rekening wordt gebracht. De instapmodule kan met diverse modules worden uitgebreid. Met de inControle module heb je voor €50 per maand je volledige boekhouding onder controle.

Ook Moneybird wordt door veel kleine ondernemers ingezet. Het is een volledig boekhoudpakket. Na een proefperiode van 60 dagen heb je al vanaf €12 per maand de beschikking over alle modules met als enige restrictie dat er slechts 20 banktransacties per maand verwerkt kunnen worden. Voor €30 per maand heb je het totale pakket en kunnen er een onbeperkt aantal banktransacties ingelezen en verwerkt worden.

Vanaf €120 per jaar kun je de boekhouding dus volledig geautomatiseerd en op orde hebben.

Wil je meer weten? Bekijk dan onze online catalogus met een uitgebreid aanbod aan boekhoudsoftware voor kleine bedrijven.

Come organizzare al meglio le consegne con i software per la pianificazione

Come organizzare le consegne: software per la pianificazione

Come organizzare le consegne: software per la pianificazione

Moltissime aziende, sia di grandi che di piccole e medie dimensioni, mostrano tra i loro bisogni essenziali una corretta ed efficace ottimizzazione dei giri riguardanti la distribuzione. Il concetto si riferisce alla logistica, ovvero, nello specifico, alle consegne di materiale, prodotti, lettere e pacchi ai destinatari interessati.

L’organizzazione di questo aspetto di norma dovrebbe spettare ai responsabili dell’ufficio spedizioni, ma coinvolge in realtà tutti i rami aziendali. Il lavoro deve il più possibile essere coordinato, affinché tutto sia pronto al momento giusto, inizi il suo viaggio senza ritardi e arrivi alla meta in tempo utile. Per favorire questo imprescindibile meccanismo dell’attività aziendale, sono nati in questi ultimi anni numerosi software per la pianificazione delle consegne.

Questi programmi forniscono un prezioso supporto relativo a come organizzare le consegne, attraverso una serie di strumenti e algoritmi che stabiliscono i percorsi più appropriati, l’ordine corretto da seguire e le distanze più favorevoli, aggiornate in tempo reale in base a traffico, condizioni meteo e altri fattori. Le caratteristiche appena espresse si indirizzano a uno scopo ben preciso: impostare le priorità, ridurre le tempistiche, facilitare il lavoro dei conducenti, ottenere un risparmio in termini di costi e far sì che la tua azienda possa mostrarsi affidabile e precisa nel rispetto degli impegni presi.

Come funzionano i software per le consegne

Le aziende si trovano in molti casi a dover gestire un’ampia serie di spedizioni nell’arco della giornata. Appare evidente come un eventuale disordine in tal senso possa condurre a conseguenze spiacevoli, con confusione, stress, percorsi errati, consegne del tutto mancate o comunque procrastinate secondo ritardi via via sempre più marcati. Ciò può influire negativamente sul buon nome dell’ impresa, desiderosa invece di fornire a partner e clienti una sensazione di accuratezza e praticità.

I software, presenti ormai in gran numero sul mercato, sono dotati di algoritmi interni che stabiliscono un ordine basato su priorità preimpostate o calcolato autonomamente analizzando diversi parametri, tra i quali il congestionamento del traffico in orari di punta e in aree precise. È possibile impostare il programma indicando quali clienti devono essere serviti più rapidamente. Si ha l’opportunità di evidenziare chi ha l’abitudine di sbilanciare le tempistiche allungando le modalità di ricevimento della merce. Al contempo puoi analizzare la situazione e capire quali corrieri sono più indicati per ciascuna consegna, in base a rapidità di spostamento e maggiore conoscenza di uno specifico quartiere o di una particolare zona della città.

Questa collaborazione tra conoscenze dell’utilizzatore e calcoli del software genera grandi vantaggi, razionalizza le modalità di lavoro e riduce al minimo il rischio di errori. Inoltre, siccome è usuale che durante la giornata si aggiungano nuove urgenze e nascano esigenze diverse e imprevedibili, molti di questi programmi offrono l’opportunità di modificare in corso d’opera la pianificazione dei tragitti, cambiando la classificazione delle consegne con un semplice drag-and-drop o scambiando direttamente i percorsi tra un veicolo e l’altro.

Utilizzando un programma per la pianificazione delle consegne, l’attività aziendale trae evidenti benefici: dall’ufficio acquisti ai reparti produttivi, dall’ufficio marketing ai conducenti stessi, ogni dipendente può svolgere le proprie mansioni quotidiane con maggiore tranquillità e meno ansia.

Proprietà specifiche dei software e ambiti di impiego

Come accennato, il mercato presenta un gran numero di programmi adibiti a organizzare le consegne, alcuni operativi già da diversi anni, altri da poco immessi in commercio. Alcune caratteristiche risultano piuttosto simili, altre variano e devono dunque essere studiate caso per caso al fine di trovare il software perfetto per le singole esigenze.

Ci sono comunque funzionalità essenziali che tornano frequentemente all’interno dei gestionali. Troviamo ad esempio il database dei clienti, le mappe interattive, l’inserimento degli ordini, la ricerca del percorso migliore, la stampa di etichette, il supporto per codici a barre, la firma tramite cellulare, il controllo delle consegne con GPS, l’ora di arrivo prevista, il monitoraggio del conducente in tempo reale e le notifiche anch’esse in tempo reale su eventuali variazioni nei percorsi.

I software più completi sono solitamente a pagamento con tariffa mensile, ma offrono una prova gratuita, in lingua italiana, un servizio di assistenza online durante le ore lavorative, implementazione per Cloud e dispositivi mobili iOS e Android nativi e strumenti di formazione (documentazione scritta, webinar o incontri di persona). Ulteriori supporti possono prevedere dash cam integrate, avvisi per eccesso di velocità, fatturazione automatica, notifiche via SMS, esportazione dei percorsi in Excel, riscossione di pagamenti per servizi esterni e creazione di report approfonditi.

I software vengono solitamente usati in vari ambiti lavorativi come ad esempio:

  • Produzione di beni di consumo
  • Ristorazione, catering e food delivery
  • Flotte navali
  • Gestione dei rifiuti e servizi di manutenzione
  • Corrieri e spedizionieri

Come accennato in precedenza, le opzioni disponibili sul mercato variano da caso a caso e si adattano alle specifiche necessità di ogni azienda.

Come scegliere un software per organizzare le consegne

Le opzioni da considerare sono numerose. La loro valutazione prende in esame fattori basati sulla dimensione dell’azienda, la mole di lavoro da svolgere e l’ attività specifica. Nel caso in cui, ad esempio, il volume di consegne da completare sia particolarmente esteso, è utile scegliere un software con funzionalità approfondite per tutto ciò che riguarda la gestione del territorio e la pianificazione di percorsi e tempistiche. Qualora invece le necessità siano più limitate, può essere sufficiente un programma basilare e dal costo mensile inferiore.

Se si opera in settori particolari come le flotte navali, i ristoranti, il riciclaggio dei metalli, i servizi igienici portatili o la gestione dei rifiuti, è invece consigliabile indirizzarti verso un programma studiato e sviluppato ad hoc anche o soprattutto per queste tipologie di destinatari.

Qualsiasi sia l’applicativo selezionato, è sempre conveniente approfittare della prova gratuita, per comprendere se soddisfa pienamente le proprie aspirazioni. Le alternative sono peraltro tante, diversificate e in grado di abbracciare ogni esigenza. L’adozione di un buon programma per organizzare le consegne può contribuire a fidelizzare di clienti già conquistati, ad acquisirne di nuovi, a ridurre i costi e a creare un fondamentale senso di fiducia e rispetto nei confronti dell’azienda.

 

Vuoi saperne di più? Visita il nostro catalogo completo di programmi per organizzare le consegne

Marketing nas PMEs: dicas para implementar estratégias de segmentação

Estratégias de segmentação

*Artigo publicado originalmente em 25/09/2019

Estratégias de segmentação

Um serviço inovador ou um produto melhor que o da concorrência não significam garantia de sucesso no mercado. Para se destacar, os empresários precisam conhecer muito bem o seu público e saber com o máximo de precisão possível quais são o seus interesses. Com dados sobre seus compradores em mãos, o segundo passo é trabalhar estratégias de segmentação e implementá-las com a ajuda de softwares, como ferramentas de e-mail marketing.

Isso ajudará as PMEs (pequenas e médias empresas) a desenhar melhores ações de comunicação e a atender com mais eficiência os seus consumidores.  

Segmentar não é nada mais do que dividir o público-alvo a partir de determinadas características. Uma empresa que vende certo produto tanto para crianças como para adultos, por exemplo, provavelmente terá de trabalhar com diferentes tipos de segmentação de mercado, escolhendo uma abordagem demográfica (por faixa-etária) ou comportamental (por utilização do produto). 

O objetivo é conhecer melhor cada grupo para sempre enviar a mensagem correta, diminuir as chances de criar uma campanha de marketing que não atinja os seus objetivos e aumentar as vendas.  

Relação com o cliente

Na hora de dividir os seus consumidores em grupos, as PMEs devem estar atentas a três fatores que norteiam a relação com o cliente: 

  • Desejos: para saber o quanto o consumidor está propenso a adquirir determinado produto ou serviço.  
  • Necessidades: para saber quão necessário é um produto a determinado consumidor.
  • Compatibilidade: para saber se determinado cliente é o ideal para tal produto ou serviço.

Ferramentas de automação de marketing, especialmente de e-mail marketing, ajudam na hora de criar campanhas segmentadas, que aumentam drasticamente as chances de que uma mensagem seja lida. 

Segundo dados da plataforma de e-mail marketing Mailchimp, a taxa média de abertura de e-mails é de 21%. Ainda de acordo com a empresa, a probabilidade de que as pessoas cliquem em uma campanha segmentada, no entanto, é 75% maior que de uma não-segmentada.   

Outra dica na hora de trabalhar com mensagens personalizadas é investir nas redes sociais (muitas ferramentas de e-mail marketing oferecem funcionalidades para criar campanhas nas redes) e no envio de mensagens por sistemas de SMS em massa

Dicas para criar estratégias de segmentação


  1. Personas: concentre-se nas principais característica do seu cliente ideal
  2. Acompanhe e analise o êxito das campanhas
  3. Crie novos segmentos de mercado

1. Personas: concentre-se nas principais características do seu cliente ideal

É importante diferenciar os conceitos de segmentação de clientes e personas (ou buyer personas). Ambos podem ser usados na hora de desenhar  campanhas de e-mail marketing.

O primeiro dá conta da definição de grupos dentro do público-alvo, enquanto o segundo busca respostas sobre as motivações dos clientes e de como conectar-se melhor com eles. Para resumir em uma frase, a persona pode ser vista como o cliente ideal da empresa dentro daqueles que compõem o seu público-alvo.

Abaixo detalhamos algumas das principais características a serem observadas ao montar personas.

Tipos segmentação mercado persona

Para encontrar essas informações, as PMEs devem analisar os dados dos clientes que já têm em mãos. Outra dica para a criação das personas é contatar diretamente os clientes mais fiéis e perguntá-los sobre os problemas que enfrentam, suas motivações de compra e por que buscaram determinada empresa. 

É importante lembrar que a persona não é algo fixo e deve ser revisada à medida que o negócio avança.  

Exemplo de persona para estratégias de segmentação

2. Acompanhe e analise o êxito das campanhas

Campanhas de marketing exigem um esforço contínuo: como para a criação das buyer personas, é preciso trabalhar constantemente para se adaptar às mudanças de cada segmento. 

Os times de marketing e de vendas devem sempre trabalhar juntos para garantir que os segmentos de mercado definidos reflitam o consumidor real. Para isso, é preciso medir quais segmentos geram mais leads e quais necessitam ajustes. 

Aqui também entram as ferramentas de e-mail marketing. Com elas, é possível realizar testes A/B, que permitem que as empresas enviem duas versões de uma campanha para um grupo de clientes e analisem qual das duas produz melhores resultados (como número cliques e taxa de retorno).

Para as PMEs que ainda pensam duas vezes na hora de investir em uma ferramenta de e-mail marketing, vale lembrar outros benefícios desse tipo de software:

Aumento da eficiência: as tarefas são automatizadas e, com menos intervenção manual, os erros tendem a diminuir. Além disso, as equipes de vendas e marketing trabalharão juntas para alcançar os mesmos objetivos: adquirir e nutrir mais leads e gerar mais receita.

Melhora do ROI (retorno sobre o investimento):  uma maior eficiência, menos tempo gasto em atividades repetitivas e mais leads conquistados levam a menos dinheiro sendo desperdiçado.

3. Crie novos segmentos de mercado

A mesma prática de análise constante das campanhas e dos correspondentes ajustes necessários se aplica na hora de testar novos públicos. 

Um aumento na taxa de conversão de clientes que estavam fora das suas estratégias de segmentação pode ser um indicador de que há uma oportunidade de trabalhar com este novo grupo. 

Se o time de marketing vê oportunidades de negócio, pode ser hora de dar meia-volta e debruçar-se sobre os dados outra vez. Investigue esse público, como ele interage com o mercado, quais são suas necessidades e como seu produto ou serviço poderia ajudá-lo.

Busca soluções de e-mail marketing? Confira nosso catálogo.

What Is inbound marketing? The complete guide for strategic marketers

What is inbound marketing

What is inbound marketing? When running a company, it is important to understand this concept, as it can revolutionise how your business generates new business. If properly applied, an inbound marketing strategy can become self-running while successfully bringing in numerous new customers.

What is inbound marketing
In this blog, we’ll provide a detailed definition of what inbound marketing is and how marketing automation software can help. Plus, we’ll explain how it can work in four simple steps.

What is inbound marketing? 

An inbound marketing strategy comprises of three main areas:

1. Marketing 

The aim of the inbound methodology is to let customers come to the company instead of the company actively (and possibly intrusively) contacting and soliciting them. The potential customers are continuously supplied with added value through content. The aim is to enrich the customer on their buyer’s journey, build trust, and encourage them to become a paying customer.

The methodology also means that the potential customer is more likely to be familiar with the company or brand name. Additionally, they are more likely to have an idea of how your company can solve their problems or pain points.

2. Customer service

If the customer wants advice or has questions about a product, inbound customer service is a great option. Annoying advertising calls are a thing of the past with this method. For example, the customer is shown a chat window, a telephone number or an email address on the website that they can use to contact an employee. 

3. Sales

The transitions from inbound marketing and inbound sales are fluid. The easiest way to explain this point is with an example: A reader can find exciting information on the topic of SEO and content marketing on a company blog. The added value and the in-depth knowledge convinced him and aroused the need to deal with the matter further.

Since trust has already been created by the relevant content, the biggest hurdle has been cleared. If the company now offers a suitable product on its blog that will help the customer and build on the valued content, the customer is usually willing to buy it. Not because it was advertised dominantly, but because the customer was convinced of the company in advance through high-quality contributions.

What is inbound marketing and how does it differ from outbound marketing?

To understand inbound marketing even better, it helps to know the differences between inbound and outbound marketing:

Inbound marketing

Inbound marketing follows the principle that the customer will find their way to the company through appealing content and lead generation tactics. The methodology removes direct advertising measures and active advertising. 

Instead, content is used that will:

  • Advance the potential customer
  • Help them solve their problem
  • Convey useful knowledge
  • Simply entertain them well. 

This can be blog posts, e-books, whitepapers, social media posts, and more. Free online courses and webinars are also becoming increasingly popular as they are a great way to add value and introduce the company personally and concisely.

Outbound marketing

Outbound marketing is geared towards approaching customers and competing for their favour. This methodology tries to win customers by showing them the offers and making them palatable. There can be a fine line between satisfied and annoyed customers who feel overwhelmed and harassed. Companies should therefore be careful not to be too aggressive with outbound marketing, as this quickly scares off potential customers.

Outbound marketing methods can include email offers, advertisements, and sales calls. 

Inbound marketing and content marketing are similar, but not the same

Inbound marketing and content marketing have similar goals and are therefore often confused. However, a closer look shows that there are differences that are as small as they are important. 

Both methods should deliver added value to the customer and bring him to the company. In content marketing, however, the focus is more on attracting prospects to the company, while inbound marketing aims to build a lasting connection with the customer and accompany him on his journey.

The content is useful and interesting in both strategies, but inbound marketing puts the bigger picture more on the radar. This means that the method is aimed at long-term loyalty that creates a strong bond between the customer and the company. In content marketing, the prompt implementation and quick effect of the campaign are more in the foreground.

What is an inbound marketing strategy?

The inbound marketing definition is a good place to start to understand the strategy. However, the definition alone is not enough to really immerse yourself in the topic. Knowing how the methodology works show its full impact and relevance for companies and the marketing world.

The four phases of inbound marketing

Inbound marketing can be divided into four phases. Each of them deserves full attention, as the overall concept only works if all phases interact smoothly. Like gears that make a machine run. If one catches, all others stop. 

1, Attract

The first step is to attract the customer. Strong and attractive content acts like a magnet and arouses interest. A mix of real added value and well-implemented SEO strategies ensures that the potential customer finds his way to the company and deals with the offers. 

Search engine optimisation plays a central role here, as most people come across interesting offers and companies via search engines, social networks, forums and other platforms. No matter how good the content is, it is useless if no one finds it. In short, this phase is about attracting traffic through high-quality content and SEO optimisation.

2. Convert

Converting means that, in the second step, traffic becomes leads. So that the customer is not only attracted, but also puts a foot in the door of the company and continues to deal with it. This is usually done using a form in which they enter their details. 

Companies have to earn this. The best way to do this is through download offers with a practical use (checklists, e-books, white papers), email courses, call-to-action-buttons, forms, webinars and landing pages. If the customer sees a good reason to disclose their data, the lead is not far away.

3. Close

Just because the person has stored their data and has registered for an e-mail newsletter, for example, does not mean that they will also become a customer or buyer. The third phase is therefore the “hot phase” in which the aim is to continue to convince the customer with the content offered. 

Lead Nurturing doesn’t bear its name for nothing: The customer wants to be fed with content that suits them and relevant offers.

4. Delight

If the content and the end product are really good and delight the customer, something great happens, something that all companies strive for: The customer becomes an advertisement for the company by recommending it and its products. 

Advertising from customer to customer conveys a particularly independent and therefore serious impression that convinces interested parties even faster of the offers. The fourth phase is there to look after the customer so well beyond the purchase that he feels he has been given the best advice. It is this phase that decides whether the customer will become a regular customer who even really promotes the company.

Which metrics are important in relation to inbound marketing?

You can measure whether the inbound marketing concept is successful. The following metrics are some of the most important factors that provide information about the success of the strategy:

  • Visitors
  • Leads
  • Conversion rate, i.e. the percentage of the traffic that becomes leads
  • Customers
  • Sales
  • Costs
  • The willingness of customers to share and disseminate the content
  • Recommendations and referrals.

Which tools are necessary for successful inbound marketing?

As well as marketing automation software, there are some other tools suitable for implementing an inbound marketing strategy correctly and efficiently. Here are some examples:

The more of which you can automate in the strategy, the more it will allow your team to focus on existing customers and provide the best possible service.

Looking for marketing automation software? Check out our catalogue.

Almost half of Kiwi SMEs chose to invest in eCommerce software since the pandemic

Digital transformation of New Zealand SMEs

Digital transformation of New Zealand SMEs

Since the start of the coronavirus outbreak last year most organisations have introduced to protect their bottom lines. In the process, businesses were likely to shift their focus to short-term sustainability rather than investing into digital innovation and transformation.

SMEs in New Zealand have also followed this trend by showing readiness and positivity when it comes to accelerating digital investments and going virtual with the help of collaboration and communication tools during the pandemic.

We surveyed over 600 business leaders of Kiwi SMEs gain insights into their digital priorities and decisions since the start of the pandemic, and to understand their business strategies and investments. (the full methodology is available at the bottom of the article)

The findings reveal that even through the instabilities caused by the pandemic, businesses have continued to invest in their digital infrastructure. And while most Kiwi businesses are satisfied with their digitisation investments, many are also considering further overhauling their IT infrastructure by replacing or eliminating legacy and inefficient technology platforms to set them up for longer term success.

eCommerce software was the most popular business investment

The survey analysed businesses’ categories since the coronavirus outbreak and found that eCommerce software was the most purchased software solution investments in a range of software by 49% of respondents.  Online meeting software (48%) ranked a close second, closely followed by website software with 47% of the organisations purchasing the software to use either on a temporary or permanent basis.

Software that businesses considered or purchased

94% of kiwi businesses are satisfied with their new software investments

Organisations are investing more in technology infrastructure as the digital maturity of New Zealand’s economy continues to rise. 54% of ANZ CIOs report that the funding for digital innovation in their organisation increased in 2020 due to the pandemic, and two-thirds expect it to further rise this year, according to a Gartner research.

94% of respondents are either very satisfied or somewhat satisfied with their new software. Only 6% expressed dissatisfaction. Crucially, 80% say their investments has helped them to survive the coronavirus pandemic.

When asked to share the top three positive impacts resulting from the new software purchases, most respondents ranked the top three as enabling businesses to operate remotely (53%), improving engagement with customers (50%), and increasing productivity (48%).

positive impact of newly bought software

Investment in sales and promotions is on top of the digitisation agenda for 2021

The survey looked at some key software investments by organisations in New Zealand over the last year, in terms of eliminating or replacing the old ones. It also looked at the areas of the businesses where they plan to invest the most on digitisation.

When it comes to the software renewal decisions, 48% of respondents intend to replace at least one of software solutions due to a failure to meet their current needs. Another 24% cite an inability to keep up with evolving business models as the primary reason for replacing software. Almost a third (2%) will eliminate old software for the same reason, while 7% of respondents plan to retire at least one software programme due to financial constraints.

software to replace or eliminate

The areas of business where decision-makers plan to invest this year are very diverse. The results of the survey show that most businesses are keen to invest on digitisation of their sales, amplification and promotions arm (63%).

most investments in sales and promotion

Kiwi businesses anticipate benefits from adopting emerging technologies

New Zealand’s government is encouraging the adoption of a digital approach to modernise and transform the public system, putting citizens and businesses at the centre of government services. This has set high standards and motivation for kiwi organisations at large to become digitally mature, making the country a consistent top performer of the Digital Intelligence Index.

More than half of the respondents (58%) anticipated big data analysis to be the most valuable emerging technology for their businesses.

Most valuable emerging tech for New Zealand SMEs:

  • Big data analytics (58%)
  • Artificial Intelligence (AI) and machine learning (52%)
  • Internet of things (IoT) connectivity (41%)
  • Augmented Reality/Virtual Reality (36%)
  • Cloud-based data storage (36%)
  • Blockchain (3%)

The recent COVID-19 crisis has prompted transformation across the country, and organisations will now have to integrate the ability to innovate into their core. The growing culture of innovation is fuelling business resilience and economic recovery in New Zealand. Continuing to develop digital infrastructure will ensure businesses can go on to create more jobs and deliver effective services to optimise the economy.

Looking to optimise your digital transformation strategy? Check out our catalogue.

Survey methodology

Data for this study was collected in December 2020 from an online survey of 608 respondents that live in New Zealand.

To participate in the survey, respondents had to be:

  • Employed full-time in one of the following roles:
    • Owner, founder or other head of an organisation
    • C-Suite executive e.g. CEO, CIO
    • President of Vice-president
    • Director
    • Manager
  • Working for a company of up to 250 people
  • Working at the organisation during the COVID-19 pandemic

This article may refer to products, programs or services that are not available in your country, or that may be restricted under the laws or regulations of your country. We suggest that you consult the software provider directly for information regarding product availability and compliance with local laws.

Wat is CRM? Zo werkt CRM in de praktijk

Wat is CRM?

Dit artikel dateert oorspronkelijk van 18 juni 2019

Wat is CRM?

Wat is CRM?

CRM staat voor customer relationship management systeem (CRM). Maar wat houdt CRM in? CRM is een bedrijfsstrategie en een technologie die de omzet en winstgevendheid van je bedrijf optimaliseert en daarnaast de klanttevredenheid en loyaliteit bevordert. CRM-software biedt bedrijven functionaliteit in vier segmenten: verkoop, marketing, klantenservice en digitale handel. Met een CRM-systeem wordt het mogelijk om klantrelaties strategisch te beheren. 

CRM is voor veel bedrijven een soort synoniem van digitale transformatie. Dat komt omdat de implementatie van CRM-software je bedrijf in een keer een grote stap vooruitzet op de weg naar een geautomatiseerde en gedigitaliseerde werkomgeving. 

Kopersgids voor CRM-systemen

4 belangrijkste voordelen van CRM

  1. Vereenvoudigde samenwerking: klantgegevens en de klantinteractie geschiedenis bevinden zich in één doorzoekbare en gedeelde database, waardoor iedereen gemakkelijker kan werken.
  2. Verhoogde productiviteit: klantgerichte processen worden geautomatiseerd met maatoplossingen. Zo voorkom je fouten en verhoog je de efficiëntie. 
  3. Beter beheer van leads: door automatische follow-up, segmentering en scoring van leads verbeter je de klanttevredenheid en vergroot je de kans op meer gesloten deals.
  4. Versnelde rapportage: CRM maakt het mogelijk beslissingen te nemen op basis van door data verkregen inzichten en trends. 

Hoe werkt een CRM-systeem?

De meeste crm-systemen zijn opgebouwd uit de volgende vijf basismodules: leads, accounts, contacten, activiteiten en deals. Vervolgens heeft het systeem een aantal functionaliteiten die je op deze gegevens kunt loslaten en waardoor je het gebruik ervan kunt optimaliseren en meer winst kunt realiseren. 

  1. Leads: contactpersonen uit bedrijven waarmee je een potentiële zakelijk relatie kunt opbouwen.
  2. Accounts: organisaties waarmee jouw bedrijf al zaken doet.
  3. Contacten: de mensen in die organisaties waarmee je communiceert over hun account. 
contacts module in crm
Contacts tab in Freshworks CRM (bron: Capterra)

4. Deals: leads die mogelijk een klant worden

Deals dashboard in crm software Vtiger
Weergave van alle deals in Vtiger CRM (bron Capterra)

Voor elke deal is te zien in welke fase van het verkoopproces deze zich bevindt. Welke fases je in je systeem wilt weergeven bepaal je zelf. 

5. Activiteiten: Alle meetings, calls en taken gericht op leads, accounts of contacten.

activiteiten module
Activiteiten dashboard in Freshworks CRM (bron Capterra)

Deze vijf pijlers zijn de basis van je CRM-systeem. Vervolgens kun je handige technologie loslaten op deze brondata om CRM-activiteiten uit te voeren. 

Tip: Zorg ervoor dat je verkopers alle informatie netjes bijhouden en neem de tijd voor het instellen van geautomatiseerde acties, want dit zal je uiteindelijk veel tijd besparen! 

Wat zijn de functionaliteiten van CRM?

De toepassingen van CRM-technologie zijn vooral gericht op de verkoop, marketing en klantenservice.

CRM functionaliteiten voor verkoopbeheer

Van oorsprong is CRM ontstaan vanuit de sales-hoek. Daarom biedt het ook veel oplossingen om beter grip te houden op de salesafdeling. Door het gebruik van een CRM-systeem ontstaat er een gemeenschappelijke werkwijze en zijn processen duidelijk. Verkoopcijfers worden duidelijk weergegeven, de relatiewaarde kan worden ingeschat zodat leidinggevenden het overzicht kunnen houden en verkoopdoelstellingen waar nodig kunnen bijsturen. Het CRM-systeem maakt de gegevens inzichtelijk met op maat gemaakte dashboards: 

Dashboard Customer relationship management
Deals dashboard in Zoho CRM plus (bron: Capterra)

Gestandaardiseerde functionaliteit voor verkoopbeheer binnen CRM zijn

  • documenten opslaan
  • gedeelde kalender;
  • taakbeheer; 
  • automatisering van processen; 
  • opstellen van offertes;
  • rapportage en analyse;
  • prognose (eventueel met AI).
  • interne chat (feeds)

CRM-functies voor marketing

Vanuit de CRM-software en de lead- en klantinformatie die daarin beschikbaar is, kan de marketingafdeling gerichte marketingcampagnes opzetten. Het systeem houdt alle interactie van leads en klanten bij, dus als een lead je website bezoekt kun je precies achterhalen welke pagina’s deze heeft bekeken en je mailings hierop afstemmen. Bovendien ken je de leeftijd van je klanten, weet je welke producten of diensten deze heeft afgenomen en hoeveel de klant heeft besteed. Op basis van al deze informatie kun je je klantenbestand in groepen onderverdelen, oftewel segmenterenen. Vervolgens kun je prospects en leads kwalificeren en een bepaalde score geven. Dit helpt om leads en klanten op het juiste moment te benaderen met de juiste informatie en via het juiste kanaal. Bijkomende marketing processen kun je vervolgens automatiseren, zoals het versturen van marketing e-mails, follow-up mails of newsletters. 

CRM functies voor marketing zijn:

  • segmenteren; 
  • lead scoring;
  • email-marketing; 
  • marketing automatisering;
  • integratie sociale media.

CRM in actie

Nu je bekend bent met de opbouw en de functionaliteiten van CRM, volgt hier een voorbeeld van hoe je CRM kunt toepassen in de praktijk. Hiervoor nemen we als uitgangspunt een veel voorkomende salesuitdaging, namelijk prospecst met uitstelgedrag.  Hoe zet je je CRM in om meer uit deze prospects te halen? 

Segmenteren van prospects met uitstelgedrag

Vraag je salesteam om alle excuses van de klanten bij te houden en een lijst te maken van alle redenen die ze geven om niet nú te kopen. Maak vervolgens labels van de meest voorkomende bezwaren en verbind deze aan de desbetreffende prospects. Nu heb je een duidelijke segmentatie van je prospects met uitstelgedrag waarmee je veel gerichter aan de slag kan.

crm in actie

Vervolgens kun je je CRM programmeren om op maat gemaakte acties uit te voeren voor elk van de aan een label verbonden prospects. Dit kan in de vorm van het versturen van e-mails, sms-berichten of het toevoegen van leadgegevens aan ad campaigns op Facebook of Google.

Een voorbeeld van een sms-bericht dat je naar een lead kunt sturen met het label “Markt aan het verkennen” zou kunnen zijn:

Voorbeeld van sms-bericht naar lead

Verkoopprofessionals weten dat op maat gemaakte acties over het algemeen meer klanten opleveren dan brede, algemene berichten. Het segmenteren en labelen van prospects is dus een goede manier om je conversiepercentages te verhogen.

Welk CRM-systeem kiezen?

Bij de keuze van een CRM-systeem is het belangrijk om eerst te bepalen welk doel je wilt bereiken. Dan weet je ook welke functionaliteiten je nodig hebt en kun je gericht gaan zoeken.

Op softwarevergelijkingssite Capterra, in de categorie CRM-systemen, kun je de verschillende CRM-systemen filteren op functies, prijs, implementatie en klantbeoordelingen. Hierdoor kun je gericht zoeken naar een systeem wat goed aansluit bij jouw organisatie.  

En nu? Bekijk onze catalogus met CRM-software om de juiste tool te vinden.

Online meeting platforms are the most purchased software solution since the start of COVID-19

software solution UK business invested most in

software solution UK business invested most in

Last week, Health Secretary Matt Hancock warned the UK is a “long, long, long way” away from lockdown restrictions being lifted, maintaining pressure on businesses as they continue to adapt to COVID-19.

In 2020, many organisations assumed that pandemic-driven changes to operations would be temporary. However, the ongoing nature of the crisis is bringing home the reality that they may need to be retained in the medium- to long-term, particularly the use of collaboration and communication solutions to enable remote working.

With digital tools playing such a critical role in helping businesses respond to the coronavirus, we asked over 500 SME business leaders about their experiences introducing new technologies throughout the pandemic.

The findings indicate that while most organisations have seen success in driving effective digital transformation, there is still work to be done in 2021 to optimise IT strategies.

43% of businesses purchased online meeting software since the start of the COVID-19 crisis

The analysis of technology investments across eight software categories found that online meeting tools are the most purchased solution since the introduction of social distancing requirements. 43% of organisations have bought products from this category to use on either a temporary or permanent basis.

The next most popular purchase (28%) was website software, possibly a result of brands seeking to improve experiences for an increasingly virtual customer base. The same number of businesses also ramped up efforts to protect their digital assets by investing in endpoint protection software.

Further, over a quarter of respondents confirmed they had bought CRM (28%), project management (28%) or Virtual Private Network (26%) software.

online meeting most purchased software solution

91% of organisations satisfied with the performance of their 2020 software investments

Overall, the UK’s investments in technology appear to have paid off, addressing both the immediate challenge of coronavirus and driving overall satisfaction.

Almost three in four businesses (74%) report that their software purchases have helped them to adapt to the challenges of COVID-19. A quarter state (25%) that new technology has had a very positive impact, while a further 49% say it has been somewhat positive.

When it comes to satisfaction with overall performance, this trend is more pronounced. 39% indicate they are very satisfied with the software they have acquired, while 52% are somewhat satisfied – 91% in total.

Taking a closer look at the specific benefits of technology investments, it appears the solutions purchased have had a broad impact across business operations, helping companies to achieve a wide range of key commercial goals:

main benefits software solutions

Sales and promotion are the top technology priorities for 2021

While most businesses are clearly happy with the results of their investments in digital, many feel more work is required before they can consider their IT fully optimised. Indeed, a significant number believe they need to replace or eliminate at least one software programme in the next 12 months.

31% of organisations intend to replace software due to legacy systems failing to meet business needs. Similarly, almost a quarter (24%) plan to eliminate outdated software as it is incompatible with their evolving business model. 21% plan to replace software for the same reason.

software solutions to be replaced or eliminated

Given the broad range of solutions businesses plan to replace or eliminate, it is unsurprising that the top areas they intend to invest in are similarly diverse. Sales and promotion ranked as the top tech priority for 2021 with 71%, followed by production and service delivery (57%) and logistics and supply chain (45%).

areas to invest in digitisation

Businesses already anticipating the impact of emerging technologies

Whether planning to invest big in technology this year or not, businesses would be well advised to closely monitor digital developments in the coming months. Across both the UK and EU, digital technologies are at the forefront of policy initiatives designed to drive the economic recovery post-pandemic.

From the UK’s National Data Strategy to the European Commission’s Digital Decade, data and technology will be central to efforts to inspire innovation and generate growth. Moreover, it is important to a number of emerging technologies are rapidly maturing and likely to become commercially viable in an increasing array of industries:

most valuable emerging technologies

Next-generation 5G connectivity, for example, combined with Internet of Things (IoT) and Artificial Intelligence (AI), is set to enable a new age of intelligent automation opportunities via edge computing. Meanwhile, advancements in Augmented Reality (AR) and Virtual Reality (VR) are providing compelling new ways to engage with remote audiences.

Many businesses are already thinking about how these innovations could fit into their operations so monitoring developments will be important for keeping up with the competition.

Looking to optimise your digital transformation strategy? Check out our catalogue.

Survey methodology

Data for this study was collected in December 2020 from an online survey of 541 respondents that live in the UK.

To participate on the survey, respondents had to be:

  • Employed full-time in one of the following roles:
    • Owner, founder or other head of an organisation
    • C-Suite executive e.g. CEO, CIO
    • President of Vice-president
    • Director
    • Manager
  • Working for a company of up to 250 people
  • Working at the organisation during the COVID-19 pandemic

Las pymes indican que el software en la nube ayuda a mejorar los procesos de negocio y afrontar los retos de la pandemia

Estudio: Uso e importancia de software en la nube para las pymes

Estudio: Uso e importancia de software en la nube para las pymes

Incremento de uso e importancia de software en la nube en las pymes

El software en la nube es la alternativa a usar software instalado de forma local en los ordenadores y dispositivos de las empresas. Este tipo de servicio provee herramientas digitales desde internet, a las cuales se pueden acceder desde diferentes dispositivos como un portátil, móvil, tablet u ordenador, lo cual quiere decir que no hace falta estar en un lugar específico para acceder a ellas. Las soluciones en la nube cubren varias categorías, algunas de ellas son software de seguridad, almacenamiento de datos o comunicación.

Desde antes de la pandemia, las organizaciones ya estaban optando por este tipo de servicio en algunas de sus áreas. La llegada de la crisis sanitaria incrementó la implementación de estas herramientas. ¿Cuáles son las ventajas de este tipo de software frente al software de instalación local? ¿De qué forma influyó el coronavirus en la adopción y uso de estas aplicaciones? ¿Mejoran los procesos de negocios gracias a este software? 

GetApp ha realizado una encuesta a 616 propietarios, directivos y managers de pymes que utilizan software en la nube, la finalidad es conocer el impacto y uso que tiene esta tecnología en los negocios y si ha sido útil para enfrentar tanto los retos que surgieron a partir de la pandemia como los desafíos usuales de la empresa. Ve al final del artículo para leer la metodología completa.

Mantenimiento, implementación y accesibilidad son motivos para elegir software en la nube frente al software de instalación local

El software en la nube es parte de la computación en la nube, en la cual existen varios modelos de negocio: SaaS (software como servicio, por sus siglas en inglés), PaaS (Plataforma como servicio, por sus siglas en inglés) e IaaS (Infraestructura como servicio, por sus siglas en inglés). Este es un gran abanico de servicios disponibles en este formato que cubren diferentes necesidades de las organizaciones.

La encuesta señala que la mayoría de las empresas que tiene implementado software en la nube también utiliza software instalado de forma local (78 %), aunque cabe destacar que el porcentaje que usa únicamente herramientas en la nube (22 %) indica que es posible operar un negocio exclusivamente de esta forma.

Los motivos principales por los que las pymes eligen utilizar software en la nube en vez de local son esencialmente operativos (mantenimiento, implementación y responsabilidad del software) y de alcance (acceder a la información desde cualquier sitio por medio de distintos dispositivos).

Importancia y ventajas de software en la nube frente a software instalado localmente

Implementar varios productos en la nube también es una decisión común si ya se ha optado por esta tecnología en el negocio. El 65 % de los encuestados utiliza de 1 a 5 productos, un 19 % utiliza de 6 a 10 herramientas, un 10 % tiene implementado de 10 a 15 software, y el resto usa más de 15 productos en su negocio.

El 89 % de las pymes encuestadas ya había implementado software en la nube antes de la pandemia. Las áreas en que más se había invertido son las siguientes:

  • Seguridad y TI (45 %)
  • Gestión de proyectos (30 %)
  • Almacenamiento e intercambio de datos (30%)
  • Finanzas y contabilidad (28 %)
  • Ventas (26 %)

Esto muestra un uso de esta tecnología en aspectos esenciales de cualquier negocio: vender, llevar las cuentas, gestionar los proyectos, el almacenamiento y seguridad de la información.

La inversión de software en la nube incrementó debido a la pandemia

El 45 % de las organizaciones encuestadas tuvo que adquirir nuevo software en la nube, no planificado, debido a la pandemia. De este segmento que invirtió de manera imprevista, un 25 % lo hizo por primera vez en este tipo de tecnología.

Este gasto inesperado supuso destinar de 1 a 50 % más del presupuesto anual programado para este tipo de software a casi la totalidad de las empresas (90 %) que se vieron en esta situación.

Las áreas en las que se invirtió a raíz de la situación causada por el coronavirus son básicamente las mismas que antes (Seguridad y TI, Gestión de proyectos, Finanzas y contabilidad) pero con dos áreas nuevas que están enfocadas a la comunicación interna y externa.

Áreas en las que se invirtió software en la nube debido a la crisis causada por el coronavirus

Esto señala el valor de las herramientas de colaboración y comunicación, ya sea de forma interna (con el equipo de la empresa) o de forma externa (asistencia y gestión de clientes). Este incremento de inversión y uso en estas categorías observa una necesidad de compensar operativamente la falta de contacto en persona causado por el distanciamiento social y el teletrabajo.

¿Ha valido la pena esta inversión imprevista? El 89 % de los encuestados dice que sí, el software en la nube ha sido útil o muy útil a la hora de afrontar los problemas surgidos a raíz de la pandemia.

El software en la nube ayuda a mejorar los procesos de negocio

El estudio reporta que el software en la nube es útil de forma general, no únicamente en el contexto actual. Casi la totalidad (90 %) de los encuestados cree que los procesos de negocio han mejorado mucho (46 %) o en cierta medida (44 %) desde que se implementó esta tecnología, independientemente de la pandemia.

Importancia de softwre en la nube: mejora los procesos de negocio

Las ventajas más importantes del software en la nube, indicadas en la encuesta, son las siguientes:

  • La capacidad de acceder al software desde diferentes dispositivos: portátiles, móviles, tablets, ordenadores, etc. (59 %)
  • La disponibilidad de los cambios en tiempo real (35 %)
  • La disponibilidad de la información y los documentos, que siempre están al alcance de todo el mundo (33 %)
  • La implementación y la configuración, relativamente rápidas, del software en la nube (32 %)
  • La capacidad de facilitar el funcionamiento de la empresa en remoto (31 %)

La utilidad principal de las herramientas alojadas en la nube es permitir a las empresas operar a distancia. Los empleados pueden acceder, utilizar y modificar los datos desde cualquier dispositivo y cualquier lugar. Estos cambios se actualizan en tiempo real, lo cual optimiza la comunicación y procesos.

A su vez, la rapidez y facilidad de implementar esta tecnología es otra ventaja que sobresale, un 45 % de los encuestados dice que es sencillo este proceso, mientras que un 20 % señala que es muy sencillo.

Aunque utilizar de este software también tiene desventajas, las principales son:

  • La exigencia de contar con internet para poder utilizar el software, no siempre presenta la funcionalidad de poder trabajar sin conexión (47 %)
  • Es más probable que el software sufra ataques de hackers (40%)
  • La dependencia de terceros proveedores (34 %) 
  • Hay menos control sobre cómo se almacenan y controlan los datos, ya que los gestiona el proveedor de software (31 %)
  • Los problemas de cumplimiento con la legislación local, por ejemplo: la protección de datos (27 %)

La implementación de software en la nube ha ganado la confianza de las empresas, es una herramienta muy útil actualmente

El estudio muestra que las pymes que utilizan software en la nube consideran que es favorable para la organización. Casi la totalidad de los encuestados cree que esta tecnología ha mejorado los procesos del negocio, y también señala que ha sido útil para enfrentar los nuevos retos que se crearon a raíz de la pandemia.

El valor de estas herramientas está en que permite a los empleados trabajar de forma remota, con información actualizada en tiempo real, y desde cualquier lugar utilizando distintos dispositivos. Por su parte, las empresas se ahorran tiempo y gastos en equipo y personal ya que es un servicio externo y es el proveedor quién se encarga del mantenimiento, seguridad y tareas operativas del software y los datos.

Las principales áreas en donde se utiliza esta tecnología son áreas clave en cualquier negocio, lo cual indica la importancia que han adquirido para las empresas, así como el nivel de seguridad que hay en ellas a pesar de las preocupaciones y desventajas que esto implica.

El hecho de que casi un cuarto de las pymes que utilizan esta tecnología lo hace exclusivamente con software en la nube, sin software instalado de forma local, también observa una tendencia de los negocios a confiar más en la nube.

La importancia del software en la nube y su utilidad para las empresas, ya sean pymes o grandes, no está en duda. Esto es parte de la forma actual de operar de los negocios y no hay indicadores que muestren que se va a revertir esta tendencia, al contrario, es posible que en unos años sea la forma común de trabajar.

¿Quieres saber más? Visita nuestro catálogo de soluciones de integración en la nube y descubre más productos.
Infografía GetApp - Uso e importancia de software en la nube en las pymes - España

Metodología de la encuesta
Para recopilar los datos de este informe hemos llevado a cabo una encuesta online durante diciembre de 2020. Las respuestas provienen de una muestra del mercado español. La encuesta se envió a 1479 propietarios y empleados de pequeñas y medianas empresas, entre los que se seleccionaron 616 para participar. El criterio de selección de los participantes es:
  • Debe ser residente en España.
  • Debe trabajar a jornada completa o parcial en una pequeña o mediana empresa.
  • Debe tener alguno de los siguientes puestos en la empresa:
    • Propietario o CEO
    • Directivo 
    • Gestor de varios departamentos
    • Gestión intermedia 
  • Debe estar involucrado o al tanto del proceso de selección y compra de software en la empresa.
Los participantes provienen de diferentes sectores de la industria. 

Digitalisation in Singapore – 76% of businesses are now operating virtually since COVID-19

digitalisation singapore

Small and medium business in Singapore are embracing digital tools as a means to cope during the pandemic, but there is also a need for a long-term plan for business continuity.

In Singapore, the coronavirus crisis has accelerated digitalisation and digital transformation in many aspects of our lives, from our lifestyle and hobbies to work. However, the pandemic had a much bigger impact on how businesses leverage technology to ensure continuity – from the way businesses connect with employees and customers to running administrative tasks and internal processes.

In March last year, the Infocomm Media Development Authority (IMDA) rolled out a “Stay Healthy, Go Digital” initiative to help small and medium enterprises (SMEs) implement safe distancing and business continuity measures by building their digital capabilities such as collaboration tools, online meeting software tools, queue management systems and temperature screening solutions. The initiative helped businesses adapt and become more resilient to economic disruptions.

The state of digitalisation in Singapore small and medium businesses

As we enter 2021, businesses need to shift from using digital tools for disaster recovery to a more strategic use of technology that will drive better business outcomes in a post-pandemic world. Hence, we’ve asked over 500 local SMEs in Singapore about their digital transformation initiatives to date to better understand how they can ensure their technology deployments are delivering business value.

While the survey findings reveal that organisations have shown great adoption of digital tools, they will also need to focus on planning for the long-term and working with technology partners that can help them achieve their business goals.

93% businesses are seeing increase in traffic from Singapore and overseas

In Singapore, many organisations (76%) have seen a boost in digital engagements from customers and prospects since the COVID-19 outbreak last March. 32% report a major rise in traffic to websites, while 44% have experienced minor increases.

Furthermore, 92% of businesses are seeing heavier traffic originating from regions or countries where they had not previously operated in:

website traffic from new regions due to digitalisation

Apart from increased digital customer and prospect engagements, most companies in Singapore (76%) state that they have been conducting the bulk of their business virtually since the start of the pandemic:

surge in digitalisation of singapore organisations

73% of respondents reported that they are using their online channels to drive promotions and sales of their products and services. Businesses are also communicating with customers on product reviews, providing updates and addressing queries – all of which suggests reactive and short-term usage of online channels.

use of digital networks for engagement

While Singapore has been able to successfully transition to Phase 3 of COVID-19 reopening in December last year, it is clear that digital will continue to play a significant role in facilitating businesses in 2021.

Globally, we saw organisations from various industries rapidly accelerating their digital transformation to survive. Today, the way we used to do business has changed for good and businesses’ competitive advantage is now based on how well they adopt these digital tools.

While businesses have been able to engage customers digitally, challenges of digitalisation remain

A successful digitalisation plan starts with understanding the business objectives. For many of our survey respondents, across both the first financial quarter and 2021 as a whole, they’ve identified these priorities: retaining existing customers, shifting business operations digitally/remotely, cutting costs and increasing cash flow.

Businesses are also thinking ahead, where finding new customers and improving brand image ranked high in priority for respondents in the long run.

business priorities 2021

According to the findings, 29% ‘very successful’ and 55% ‘somewhat successful’ of the business leaders surveyed believe they were successful at engaging customers in digital environments, including company websites and social media accounts. But their success may not last forever as they are continuously facing challenges that could affect their business performance in an increasingly digitalised economy.

Over a third (35%) of organisations are finding several key areas of digitalisation considerably challenging, such as the process of enabling online checkout and payments and the shift to socially distanced operational processes, such as contactless delivery.

Challenges of digitalisation

Furthermore, organisations are also encountering issues trying to digitalise internal procedures. Most of the business leaders surveyed experienced moderate or considerable challenges in maintaining team and cross-team collaboration (76%), shifting business processes online (80%), and training employees to use new software (78%).

The key to optimising an organisation’s digitalisation strategy is the need to improve software acquisition and implementation. More than a third (34% and 32% respectively) reported that they are facing considerable challenges in both areas.

40% of businesses will need social media marketing skills in the next six months

For a holistic digital transformation, organisations also need to upskill their workers and equip them with digital skills to gain competitive edge and remain relevant in the digital landscape.

The survey respondents reported they would need these digital skills the most in the next six months: social media marketing, cybersecurity, business intelligence/data analytics and website and app development.

challenges of digital transformation

Seeing that hybrid work formats and digital business models are likely here to stay, one of the findings that was quite concerning revealed that a significant number of companies are deploying new technologies on a temporary basis only.

We asked respondents whether COVID-19 had led them to consider shifting marketing efforts online, 40% reported that they had implemented or planned to implement temporarily. Likewise, when it came to expanding the use of digital selling platforms (e.g. Facebook Shops, Qoo10, Carousell, Shopee, Lazada) 36% were also doing so temporarily.

These temporary solutions could be attributed to how businesses are leveraging their digital environments for short-term goals on sales, promotion, updates and addressing queries. This suggests great potential for businesses to maximise their digital channels to build long-term engagement, reputation, affinity and loyalty.

To survive and thrive in today’s digital age, businesses need to adopt a long-term view on their digital investments from choosing the right tools to deploying them. With over a third (34% “finding the right software” and 32% “software implementation”) of the respondents finding these areas challenging, it is even more crucial to work with the right technology partner.

Business leaders must ensure their choice of vendors and service providers are adept at helping them create a cohesive digital strategy that addresses today’s roadblocks, while anticipating and mitigating future challenges. Partners who can also train and upskill employees are also worth the long-term investment to help businesses derive maximum value from their technology.

Looking to optimise your digital transformation strategy? Check out our catalogue.

Survey methodology

Data for this digitalisation study was collected in December 2020 from an online survey of 538 respondents that live in Singapore.

To participate on the survey, respondents had to be:

  • Employed full-time in one of the following roles:
    • Owner, founder or other head of an organisation
    • C-Suite executive e.g. CEO, CIO
    • President of Vice-president
    • Director
    • Manager
  • Working for a company of up to 250 people
  • Working at the organisation during the COVID-19 pandemic

30% of South African employees see their productivity increase as a result of working from home

Productivity while working remotely

Productivity while working remotely

Remote working was not all that common before COVID-19, only 26% of South Africans had the freedom to work from home before the crisis. Since March last year, almost all businesses in South Africa turned to technologies like digital communication and collaboration to enable employees to work remotely, without stepping out of their homes to adhere to Government regulations and assist in curbing the spread of the COVID-19.

Productivity has increased as a result of working from home

According to the GetApp study on productivity in the workplace, 30% of South African employees said their productivity has increased as a result of working from home, whilst 25% of employees said that they perform better with a mix of in-office and remote working.

The study also revealed that 37% of employees prefer to work at home on full-time basis, whilst 30% of employees prefer going to the office at least 2-3 times a week. Businesses in South Africa are still trying to navigate through this new working order and bring to life their company culture, ethics; and allow for flexibility, transparency, and collaboration; which are necessities for effective remote working. Businesses need to adapt its culture in this emerging hybrid model that combines remote work with a traditional office hub.

employees want hybrid model of work

Greater adoption of new cloud-based technologies and collaboration tools are a major driver

On a global scale, South Africa currently ranks 78th on the Digital Readiness Index that was published by Cisco in early 2020. This statistic further highlights that even with South Africa’s low ranking, multiple businesses still see themselves as already digitally transformed. This reflects a disparity between the companies’ transformation journey versus the country’s transformation journey and infrastructure capabilities. Therefore, South Africa’s digital transformation is mainly lead by its business sector.

Greater adoption of new cloudbased technologies is the major driver of this trend. The productivity in the workplace survey shows that South African employees consider online meeting softwaredocument sharing tools and collaboration software as the three most critical tools for their productivity.  

critical technology for productivity remote

Working remotely can seem like a dream come true for many employees— but it can present its own set of challenges

Many employees are trying to oversee day to day family needs whilst balancing their children’s education at home because many schools are closed or operating virtually. These employees need flexibility and support to stay engaged and productive while also dealing with the larger social disruption that has forced many of them; particularly employees dealing with loss and COVID-19 care.

Amongst the many challenges like dealing with depression, loneliness, time management problems and adapting to constant digital miscommunication, employees have expressed frustration with technology challenges like connectivity, cost of data, adequate equipment – 78% of employees expressed challenges with internet and speed.

connectivity main challenges to stay productive at home

On the positive side, remote working is effective on multiple levels. It ensures that employees are safe and productive; while it also transforms businesses by equipping them with resilient and adaptive ways to engage with their stakeholders and deliver economic value.

Therefore, businesses need to ensure that employees have the hardware and software they need to do their job and invest in the tools and training needed to support hybrid working that will benefit both businesses and employee’s productivity.

Looking for online collaboration or video meeting software? Check our catalogue.

Productivity and remote workplace study: GetApp Survey methodology 

Data for this study was collected in November 2020 from an online survey of 450 respondents that live in South Africa. 

To participate in the survey, respondents had to be: 

  • Employed full-time or part-time, or self-employed
  • Working for a company with at least two people
  • Working remotely sometimes or all the time since COVID-19.