Gutondekanya imitekerereze ya psychologiya Yagaragaye: Nigute Kugabanya Amahitamo Byongera Igipimo cyawe

Tekereza kugenda muri resitora ifite menu ya page 15. Ukoresha iminota 20 uhinduranya amahitamo, ugenda urushaho gucika intege, hanyuma amaherezo ugatura kubintu byoroshye - cyangwa bibi, ugenda utabitegetse na gato. Ibi bintu bimwe byo mumitekerereze ni ugusenya gahunda yo gutondekanya gahunda. Ukuri kuvuguruzanya ni uko guhitamo byinshi bidasobanura byinshi; bivuze ubumuga bwinshi, gutererana cyane, na bake barangije gahunda. Muri uku kwibira cyane muri psychologiya yo gutondekanya, tuzasuzuma impamvu guhuza amahitamo yawe byongera cyane impinduka, uburyo ubwonko butunganya ibyemezo, hamwe ningamba zifatika ushobora gushyira mubikorwa uyumunsi kugirango uhindure ibitabo byawe biva mumasoko yimvururu mumashini ihinduka.

Ubumenyi bwo Guhitamo Ibirenze: Iyo Byinshi Bisobanura bike

Mu 2000, abahanga mu by'imitekerereze ya muntu Sheena Iyengar na Mark Lepper basohoye ubushakashatsi bwibanze bwahinduye uko ubucuruzi butekereza ku guhitamo. Bashyizeho akazu karyoshye mububiko bw'ibiribwa hamwe n'ubwoko 24 bwa jam. Undi munsi, bagabanije guhitamo kumoko 6 gusa. Ibisubizo byari bitangaje: 60% byabakiriya bahagaritse ahabigenewe kwerekana, ariko 3% gusa ni bo baguze. Ku cyumba gito-cyerekana, 40% gusa ni bo bahagaritse, ariko 30% baguze - kwiyongera inshuro icumi guhinduka. Iyi "guhitamo kurenza urugero" yakuweho mubice byinshi, uhereye kumahitamo yikigega cyizabukuru kugeza kuri shokora ya shokora, kandi irareba neza na sisitemu yo gutumaho.

Ubwonko bwumuntu bufite ubushobozi buke bwo kumenya gufata ibyemezo. Iyo duhuye nuburyo bwinshi, duhura numunaniro wicyemezo - imiterere yo kunanirwa mumutwe ituma dushobora guhitamo nabi cyangwa kwirinda gufata icyemezo rwose. Mugihe cyo gutondekanya, ibi bigaragarira nka "Nzabitekerezaho nyuma" syndrome, aho abakiriya bashobora kureba kalendari yawe, reba umwanya utagira ingano mugihe cyibyumweru byinshi, hanyuma bagasohoka nta gutumiza. Sisitemu yawe yuzuye yo guteganya, yashizweho kugirango itange ibintu byoroshye, irashobora kuba umwicanyi wawe ukomeye.

Uburyo Ubwonko Bwubwonko bukora: Umutwaro wo kumenya no gufata ibyemezo

Iyo umuntu ageze kurupapuro rwawe, mubisanzwe aba mumitekerereze yihariye. Bamaze gufata icyemezo cyo gukenera serivise yawe - yaba umusatsi, kugisha inama, cyangwa massage - none bakeneye kwiyemeza mugihe runaka. Iyi nzibacyuho kuva "Ndashaka ibi" ikajya "Nzabikora" bisaba kurenga imipaka. Ingingo yose yinyongera-uwuhe munsi? isaha ki? ni he? ni ubuhe buryo butandukanye bwa serivisi? ninde wimenyereza umwuga? -kongeramo ubwumvikane buke bwongerera amahirwe yo gutererana.

Ubwonko butunganya ibyemezo byo kubika binyuze muri sisitemu ebyiri zibanze: Sisitemu 1 (byihuse, intuitive, amarangamutima) na Sisitemu 2 (buhoro, nkana, isesengura). Sisitemu yo gutumaho isaba gutekereza cyane kuri sisitemu 2 - kugereranya amahitamo menshi, gupima ibyiza n'ibibi, kwibuka inzitizi ziboneka - birenze abakoresha. Inararibonye nziza zo gutondekanya zirimo sisitemu ya 1 hamwe nibitekerezo byoroshye, bisobanutse byunvikana kuruta gusesengura. Ubushakashatsi bwerekana ko mugihe ibyemezo byo gutondeka bigoye cyane, kunyurwa na gahunda watoranijwe bigabanuka mubyukuri, niyo byaba ari amahitamo meza, kuko dushidikanya gushidikanya kubushobozi bwacu bwo guhitamo neza muburyo butandukanye.

Paradox ya Booking: Kuki Kuboneka Kutagira umupaka bigaruka

Abatanga serivisi benshi bishimira gutanga "kuboneka kutagira imipaka" - gufungura kalendari yabo yose ibyumweru cyangwa amezi biri imbere. Ibi bisa nkibikorwa byiza byabakiriya, ariko psychologiya irerekana ko akenshi bidatanga umusaruro. Iyo abakiriya babonye kalendari ifunguye rwose, babona agaciro kari hasi kandi byihutirwa. Ihame ry'ubuke, ryanditse neza muri psychologiya y'abaguzi, ryerekana ko kuboneka gake byongera agaciro kabonetse kandi bigatera ibikorwa byihuse.

Sisitemu nziza yo gutondekanya ntabwo yerekana ibiboneka-yerekana ibyasabwe. Guhitamo gukosora bihindura neza kuruta ubwisanzure bwuzuye burigihe.

Ubushakashatsi bwakozwe mu nganda zo kwakira abashyitsi bwerekanye ko amahoteri yerekana "ibyumba 2 gusa bisigaye kuri iki giciro" yiyongereyeho 35% ugereranije n’urutonde rumwe nta butumwa buke. Muguteganya gahunda, ibi bisobanura kwerekana umwanya muto-umwanya aho kuba ikirangaminsi cyubusa kirambye ubuziraherezo. Igihe Mewayz yasesenguye amakuru yo gutumiza mu bucuruzi bwa serivisi 12.000, basanze abakora imyitozo bagabanije kuboneka ku minsi 7-10 iri imbere bongereye ibitabo byabo 42% ugereranije n’iminsi 30+ yo kuboneka.

Ubwubatsi bwiza bwo Kwubaka: Amahitamo angahe arukuri?

Noneho niba amahitamo 24 ari menshi kandi 1 ihitamo ni mike cyane, numero yubumaji niyihe? Ubushakashatsi mu nganda nyinshi bwerekana "ahantu heza" h'uburyo 3-7 bwo gufata ibyemezo byiza. Uru rutonde rutanga uburyo buhagije bwo guhaza ibyifuzo bitandukanye nta bushobozi burenze ubwenge bwo kumenya. Bikoreshwa kuri sisitemu zo kubika, ibi bivuze:

• Kwerekana umwanya wa 5-7 umwanya uhari kumunsi ntarengwa
• Gutanga ubwoko bwa serivisi 3-4 aho kuba 10+ zitandukanye
• Gutanga amahitamo 2-3 yo kwitoza (niba bishoboka) hamwe no gutandukanya neza
• Kugabanya iminsi ya kalendari igaragara kugeza 7-14 imbere
• Guteranya gahunda zisa mubyiciro kuruta kurutonde rwabantu

Module ya Mewayz ishyira mubikorwa iyi psychologiya ikoresheje "ubwenge buboneka" ihita igaragara kumwanya wambere uzwi cyane, igahisha ibihe bitifuzwa (nko kubonana hakiri kare cyane cyangwa gutinda cyane) keretse ushakishijwe byumwihariko, kandi bikagabanya idirishya ryibitabo bigaragara ukurikije ubucuruzi bwawe. Ba nyiri salon bakoresha igenamiterere ryiza batangaza 28% bake batereranywe hamwe na 19% mugihe kimwe cyicyumweru kimwe cyuzuye.

Intambwe ku yindi: Guhindura sisitemu yawe yo gutumaho kugirango uhindurwe hejuru

Witeguye gushyira mu bikorwa aya mahame ya psychologiya muri sisitemu yawe bwite? Kurikiza ubu buryo bufatika bwo gushyira mu bikorwa:

Intambwe ya 1: Kugenzura Ingingo Zitondekanya Zitondekanya

Genda unyuze mubikorwa byawe bwite nkuko umukiriya yabikora. Bara ingingo zose zifatizo kuva kumanuka kurupapuro rwawe rwo kwemeza kugeza byemejwe. Igihe kingana iki kugirango utange gahunda yoroshye. Shakisha ahantu ushidikanya cyangwa wumva udashidikanya. Ibigo byinshi bivumbura ingingo 5-8 zidakenewe zishobora gukurwaho cyangwa gutunganywa.

Intambwe ya 2: Shyira mu bikorwa 3 × 3 × 7 Itegeko

. Ibi bihita bigabanya umutwaro wubwenge mugihe ukomeje guhitamo.

Intambwe ya 3: Kurema Inzira Zisanzwe

Ubushakashatsi bwerekana ko 68% byateganijwe byateganijwe bikurikiza uburyo buteganijwe. Kora "igitabo cyihuse" buto kubwoko bwawe busanzwe bwo guhura burenga ibyatoranijwe byinshi. Kurugero, "Andika massage yiminota 60" irashobora guhita ihitamo kalendari aho guhatira guhitamo hagati yiminota 30, 60, niminota 90.

Intambwe ya 4: Koresha Ubuke Buke

Aho kwerekana iminsi ifunguye rwose, koresha sisitemu yo kubika kugirango ugaragaze ibihe byifuzwa. Mewayz igushoboza kwerekana "umwanya wambere" (nko kuwa gatandatu mugitondo cya salon cyangwa amasaha ya sasita kubajyanama) mugihe ukomeje ibihe bitamenyekana kuboneka ariko ntibigaragare.

Intambwe ya 5: Ikizamini na Iterate

Nyuma yo gushyira mubikorwa impinduka, gukurikirana igipimo cyo guhindura iminsi 30. Ibigo byinshi bibona iterambere ryihuse, ariko gukomeza guhora bitanga umusaruro mwiza. Ikizamini cya A / B imipaka itandukanye - gerageza werekane umwanya wa 5 umurongo wa 7, cyangwa iminsi 10 niminsi 14 yo kugaragara. Amakuru azagaragaza icyakorwa kubakiriya bawe.

Imitekerereze yubwenge busanzwe: Kuyobora utagenzuye

Imwe muma progaramu ikomeye cyane yo gutondekanya psychologiya ni ugukoresha ingamba zidasanzwe. Mugihe uteganya amahitamo amwe - nko kutubahiriza igihe cya serivise ikunzwe cyane cyangwa guhita uhitamo umwanya wawe wihuse ushobora kuboneka - ntabwo ukuraho guhitamo; urimo gutanga inzira isabwa abakiriya benshi bazemera. Ubushakashatsi bwerekana ko kutubahiriza amategeko byemewe 70-95% byigihe muburyo butandukanye bwo gufata ibyemezo.

Ubwenge busanzwe burakora kuko bo:

1. Kugabanya umunaniro wicyemezo utanga "ibyiza bihagije"
2. Koresha ihame rya psychologiya ryo kwemeza (niba ari ibisanzwe, bigomba gusabwa)
3. Kora uburambe bwihuse, bworoshye bwo gutondeka wumva bitagoranye
4. Emera kwihindura kubabishaka utabanje guhatira abantu bose guhitamo bigoye

Sisitemu yo gutondekanya Mewayz ikubiyemo ibintu byubwenge byigira kubucuruzi bwawe. Niba 80% byabakiriya bawe banditse iminota 60 yogusezerana muminsi y'icyumweru, sisitemu izahita ibona ibyo bipimo, bigabanya cyane inzira yo gutumaho kubakiriya bawe benshi mugihe utanga ubundi buryo bwa 20% hamwe nibikenewe bitandukanye.

Kurenga kuri Kalendari: Byuzuye Byuzuye Ibitekerezo bya psychologiya Ecosystem

Kunoza imyubakire yububiko ni ngombwa, ariko nikintu kimwe gusa cya sisitemu yo gutondekanya imitekerereze. Ubunararibonye bwose - uhereye kubimenyeshwa bwa mbere binyuze nyuma yo kwemezwa - bigomba gutegurwa kugabanya ubushyamirane no kubaka ubwitange. Ibyingenzi byingenzi birimo:

Ingamba zabanje kwiyemeza: Emerera abakoresha "gufata" umwanya wiminota 5-10 mugihe barangije kubika. Ibi birema nyirubwite yongera igipimo cyo kurangiza. Ubushakashatsi bwerekana ko kongeramo gusa "gufata" byongera kurangiza kubitabo 23%.

Kumenyekanisha Iterambere: Ntubaze amakuru yose imbere. Saba gusa ibikenewe kugirango intambwe igerweho. Bika ibibazo birambuye (amateka yubuvuzi, ibyo ukunda, ibyifuzo byihariye) nyuma yigihe cyagenwe. Ibi birinda "gushiraho umunaniro" mugihe cyicyemezo gikomeye.

Kwishyira hamwe kw'Imibereho Myiza y'Abaturage: Erekana ibikorwa nyabyo byo gutumiza igihe ("abantu 3 banditse iyi serivisi uyumunsi") cyangwa ibipimo byamamare byamamare. Ingaruka ya bande irakomeye-kumenya ko abandi bandika byongera icyizere kandi byihutirwa.

> Ibi bigabanya impungenge nyuma yubuguzi kandi bigabanya igipimo cyo guhagarika.

Gupima Ibyingenzi: Ibyingenzi Byibanze Byibitekerezo bya psychologiya

Kumenya niba optimizasiyo ya psychologiya ikora, kurikiza ibipimo byihariye kuruta kubika muri rusange:

• Kureka Intambwe: Nihehe muri booking abantu baterera?
• Igihe-Kuri-Igitabo: Amasegonda angahe / iminota ingahe yatumijwe?
• Guhitamo Ikwirakwizwa: Nihe ijanisha rihitamo kutubahiriza amahitamo yihariye?
• Igihe cyo gufata umwanzuro: Iyo kumunsi / icyumweru haboneka ibitabo byinshi?
• Amanota Yumutwaro Utanga: Ibipimo bibarwa ukurikije umubare wibyemezo bisabwa

Isesengura rya Mewayz ryerekana ibice byerekana imitekerereze ya psychologiya hamwe nimero gakondo zandikirwa, bituma ubucuruzi bushobora kubona neza aho guterana ibyemezo bibera. Ivuriro rivura umubiri ukoresheje ubwo bushishozi ryongeye guhindura uburyo bwo gutumaho kuva ku byemezo 11 kugeza kuri 4 kandi byabonye umunsi umwe byiyongereyeho 67%.

Sisitemu yo gutondekanya neza cyane yemera ko amahitamo yose yinyongera aribishobora gusohoka. Ukoresheje amahame ya psychologiya yubwenge - kugabanya amahitamo, gukora ibintu bitaribyo byubwenge, gukoresha ubukene, no kugabanya umunaniro wicyemezo - uhindura booking kuva kumurimo wubwenge ugahinduka uburambe. Ubucuruzi bwize iyi psychologiya ntibubona gahunda nyinshi; babona abakiriya bishimye bumva bafite ikizere mubyo bahisemo aho gushidikanya kubyo bashobora kuba barabuze. Mwisi yisi idakunze kwitabwaho, uburambe bwo gutondeka bwubahiriza imipaka yubwenge butsinda buri gihe.

Ibibazo bikunze kubazwa

Kugabanya amahitamo yo gutondeka bikora muburyo bwubucuruzi bwose?

Yego, ubushakashatsi mubikorwa bitandukanye - kuva mubuvuzi kugeza serivisi zumwuga kugeza ubwiza - burigihe byerekana ko kugabanya ibibazo bigoye byongera ihinduka. Umubare mwiza wamahitamo aratandukanye ninganda, ariko ihame ryo kwirinda kurenza urugero rihitamo gukoreshwa kwisi yose.

Abakiriya ntibazumva ko babujijwe niba nterekanye ko mboneka?

Mubyukuri, psychologiya yerekana ko guhitamo gukosora byongera kunyurwa. Abakiriya bashima ubuyobozi kumahitamo meza aho kurengerwa nibishoboka byose. Urashobora gutanga ibisobanuro byuzuye binyuze muburyo bwa 'kwerekana byinshi' kubabishaka.

Nibihe bangahe nshobora kwerekana kumunsi kugirango uhindure neza?

Ubushakashatsi bushyigikiwe nibyiza ni 5-7 umwanya ugaragara kumunsi. Ibi bitanga amahitamo ahagije nta bushobozi burenze bwo gufata ibyemezo. Urashobora buri gihe gushiramo 'inshuro nyinshi' amahitamo yinyongera kuboneka.

Ni ubuhe buryo bwiza bwo gutumaho bwereka abakiriya?

Amakuru yerekana iminsi 7-14 nibyiza kubucuruzi bwinshi bwa serivisi. Kwerekana bitarenze icyumweru wumva bikubuza, mugihe kwerekana ibyumweru birenga bibiri bigabanya ibyihutirwa kandi byongera ubumuga bwicyemezo. Amakuru ya Mewayz yerekana iminsi 10 yerekana ihinduka ryinshi mu nganda.

Nigute nshobora gutegereza kubona ibisubizo nyuma yo guhitamo amahitamo yanjye?

Ibigo byinshi bibona iterambere ryagerwaho muminsi 7-10, ibisubizo byuzuye bigaragara nyuma yiminsi 30. Kugabanuka kurenze urugero guhitamo byongera ihinduka kuri 25-40% mugihe ugabanije gutererana 20-35%.

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