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<b>KINH TE B U U DIEN </b>

<b>Chien lutrc de thanh cong </b>

<b>OAT VAN DE </b>

Do tic ddng ciia cudc khiing hoing kinh te toin
eau, cic doanh ngMep (DN) dang phii ddi mat vdi
viec sut giim doanh thu vi khd tiep can ngudn vdn,
do dd tap tmng cit giim cM pM vi cii tMen luu
lupng tien mat la van de cap tMet Men nay. Ben
canh dd, cic cdng ty cdn phii cMu ip luc ngiy cing
Idn hon trong viec giii khich hing cii vi thu hiit
khich hing mdi - yeu td sdng cdn cua bat cit DN
vien thdng nio. Vi van de nay cing tid nen quan
trpng hon trong nen kinh te khd khan Men nay. Duy
tri su trung thirih cua khich hing mdt cich Meu
qui khdng cM cd ngWa li duy tri cdng viec kinh
doarih vi doanh thu, mi cdn giup DN tranh dupc
khoin cM pM Idn cua viec tim kiem khich hing.
KM hp quay tta lai mua hing, doanh sd Ueu dimg se
tang len vi viec gidi tMeu sin pham cua DN tdi ban
bd vi ngudi thin se de ding dupc md rdng. Theo
hang tu van Bain & Company, con sd niy udc tinh
gap khoing biy Ian so vdi sd Uen can tMet de giii
chin nhiing khich hing da cd.

Tuy nMen, viee giii khich hing vi duy tri su trung
thinh ciia hp li mdt thach thitc Idn. Trong xu the
kinh doanh Men nay, kM mi su chenh lech ve chat
lupng, miu ma sin pham giiia eae DN ngiy cing bi
thu hep tM sire canh tiarih eiia bin than sin pham

khdng mang tinh quyet dinh niia. Do dd, con it chu
bii da dan chuyen hudng sang chat lupng dich vu
chim sdc khach hang hay chinh xic hon, toin bd

nhirng ttii ngMem cua khich hing li cue ky quan
ttpng de tiep can vi giii khach hing. Hay lim mgi
viec tiong khi ning kinh doanh cd the de nhiing
khach hing niy cim thay hii Idng vi thoii mai vdi
nhirng sin pham vi dich vu mi cdng ty ban dem lai.
Nhu vay, hp se hpp tic vi sii dung sin pham ciia
ban nMeu hon.

Trong mdt ngMen cim gan diy cua Convergys, 9
ttong sd 10 khich hing cho biet hp ding ky dich
vu, lua chpn thuong Meu vi gii cudc dua tren viec
danh gia cic yeu td trii ngMem ctia khich hing.
Theo hp, yeu td quyet dinh khdng han li sin pham,
mi ttil ngMem se khing dinh thuong Meu.

Cieh tdt nhat de nim giir khach hing li lam hg
hai Idng. Do dd, tmdc mit, cic cdng ty nen tap tnmg
vio ci hai khiu: cit giim cM pM vi ning cao chat
lupng dich vu. De thue Men dieu dd, Andrea Ayers,
Giim ddc Quin ly khich hing cua Convergys cho
biet cic cdng ty cd the tap trung vio mdt sd it cac
cMen lupc cd the giup hp cii tMen Meu qui tren ca
hai mat ttin niy "Dieu quan ttpng li phii xic dmh
nhiing linh vuc mi ban cd the tip trung nd lire de
giup ban vupt qua thdi ky khd khan vi chuan bi cho
su thirih cdng liu dii".

<b>XAY</b>

<b> DLTNG</b>

<b> CHIEN</b>

<b> L U O C</b>

<b> CHAM SOC </b>

<b>KHACH HANG </b>

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KINH TE BUu DIEN
dich vi li sd Ueu tdng hpp nhat de dinh gia tat ci

boat ddng cua DN. Theo mdt ngMen ciru gin diy
cua Forrester Research, nhiing trii ngMem ve dich
vu khach hing tdt se thitc day khich hing quay lai
vi trung thinh lau dii. Cdn nhiing trii ngMem xau
khdng cM lim tang cM pM do sd cudc gpi den cac
trung tam djch vu khach hing de kMeu nai tang,
ngay cing cd nMeu khich hang rdi mang, mi cdn
din den cic tin ddn xau giy inh hudng den uy tin,
inh huong tdi thuong Meu cua cdng ty.

Te hon, nMeu khach hing cho biet hp se khdng
ndi cho cdng ty biet ve nhung trii ngMem xau cua
mlrih mi hp se the Men bing hinh ddng. Theo
ngMen ciiu cua Convergys, khoing 40% sd khich
hing khdng kMeu nai don giin li vl hp se ngimg sir
dung dieh vu vdi cdng ty dd.

Tdm lai, trii ngMem cua khich hing ddng vai trd
sdng cdn trong mdi tradng kmh doanh Men nay.
Tuy nMen, tir tmdc den nay bd phan cham sdc
khich hing thudng tip tmng vao hai chirc ning:
phin phdi sin pham, dich vu sau bin hing vi giii
quyet cic phin nin eua khich hing Uen quan den

cdng tic phan phdi dd. Nhin vio hai ehire nang
niy ed the thay dupc cic sd Ueu do ludng ket qui
thue Men vi su phit trien eua bd phan bao gdm:
dd dii cic cudc gpi, sd lupng cic phin nin, thdi
gian giao hing, giii quyet cic ldi sai. Tuy nMen,
chimg ta lai khdng he thay dupe cic sd Ueu cho
biet cim giac ciia khich hing kM nhin dupc dich
vu niy. Theo ngMen cim eiia Convergys, trong sd
cic khich hing dupc khio sit, 45% cho biet cic DN
khdng nhan thirc dugc tam quan trpng trii ngMem
cua hp; nMeu van de dupc trich din ra nhu rihan
vien thd lo, thdng tin khdng ehinh xic, vi tMeu su
phin tich. Vi te hon, nMeu ngudi cdn cho ring cM
don giin li DN khdng quan tam tdi thii dd cua hp,
37% ngM cdng ty khdng ling nghe hay hinh ddng
trade su phin hdi ciia khich hing. Theo dng Ryan
PeUet, Phd Giim ddc tu van eiia Convergys, chim
sdc khich hing li khau rat quan trpng vi d nMeu
cdng ty Idn, nd can phii dugc cii tMen.

Do dd, neu mudn phit trien bd phan cham sdc
khich hing ndi rieng vi DN ndi chung, ban can

phii tao rihiing "trii ngMem" tdt bing cich tim Meu
xem khich hing cua ban mong dpi gl vi cung cap
nMeu hon the de kMen khich hing ludn "phii"
chap nhan ban. Theo Convergys, de dat dupe dieu
niy, DN ctia ban can tap trang vio 4 cMen lupe
sau:

- Dat minh vio vl tri khich hing

- cit giim cM pM va nang eao su hii Idng eua
khach hing,

- Tang doanh thu vdi cie cMen lupe ban hing da
kenh

- Tang cudng vi duy tri su trang thinh cua khich
hing thdng qua tiep can ehu ddng.

<b>4 CHIEN</b>

<b> L U Q C</b>

<b> DE THANH CONG TRONG </b>

<b>CHAM SOC KHACH HANG </b>

Dat minh vao vi t r i khach hang

Thdng thudng, cic cdng ty xem xet trii ngMem
cua eae khich hing dua tren cic yeu td be ngoii
nhu sd lupng cic phin nin, thdi gian giao hing,
giii quyet cic loi sai,... vi can eir vio dd de danh
gii su hii long eua khich hing. Ket qui li viec xiy
dung cac cMen lupe cham sdc khich hing thudng
bi inh hudng Idn bdi cic yeu td nhu sin pham, quy
trlnh vi cic chinh sich eua cdng ty, tire li theo
quan diem cua DN, dieu dd ddi kM cdn trii ngupc
vdi nhung gl khich hing mong mudn. Do dd, din
den mdt khoing cich Idn giiia khich hing vi DN.

Bdi vay, cic cdng ty can tim Meu cich dinh gii
DN cua khich hang, dit minh vio vi tri cua hp de

Meu dupc quan diem cua hp. Tham cM, ban cd the
thue nhirng "khach hing bi mat" thudng xuyen bio

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<b>KINH TE BUU DIEN </b>

cio ve thdng tin vi y Men khach hing. Hien nay
cdn cd nhiing cdng cu vi cdng nghe phin tich mdi
gin ket cic dii Ueu niy lai vdi nhau, giilp DN Meu
dupc nhiing trii ngMem cua khach hing. Vi du, eie
cdng ty ed the tien hinh phan tich:

<i>Phan tich cpian diem ciia khaeh hing theo loai su </i>
<i>Men. Cac DN nen dirih thdi gian de gap go khich </i>

hing vi tUn Meu cM tiet hon ve ly do khach hing
gpi kMeu nai. Qua dd thu thap y kien phin hdi ctia
khich hing Uen quan tdi mire dp thoi man cua hp
ddi vdi sin pham, dich vu ciia nhi sin xuat, de tir dd
cd cac phuang in vi cMen luge hoat ddng phii hpp
vdi tM Meu eua khich hing, nham gia tang Idng
trang thirih, kich tMch hp quay lai mua sim vi sin
Idng gidi tMeu sin pham hay dieh vu eua ban tdi
ban bd, ngudi thin vi ddng ngMep cua hp.

<i>Phan tieh quan diem ciia khaeh hing bang each </i>
<i>phan doan: Cdng ty cd the tim Meu vi dinh gii cie </i>

phin doan (nhdm) khich hing khic nhau. Vi du,
nhiing khich hing VIP tMch mdt img dung nhu the
nio, hoac lim the nio de khich hing the he tre

tMch su dung sin pham dd hon. Tti day, DN ed the
tao ra cic sin pham, dieh vu vi xay dung cac cMen
lupe bin hing phii hpp hon de tham nhap vio cic
phan doan khich hing khic nhau.

<i>Phan tieh cpian diem ciia khaeh hing qua nhieu </i>
<i>kerih. Nhiing mong mudn, nhu eau vi mong dpi cua </i>

khaeh hing ludn bien ddi nhanh chdng ciing vdi
nhiing thay ddi cua tM tmdng, vi vl vay, nhung gl
kMen khich hing tMch thii lite niy ed the khdng
cdn Meu qui niia trong nhirng thdi diem khac. Do
dd, neu cM phin tieh thii dd cua khaeh hing theo
mdt kenh don (vl du mdt cudc khio sit), tM se
khdng eung cap dupc cii nhin day du ve quan diem
cua khich hang ddi vdi sin pham/dich vu eua cdng
ty, bdi vay viec phin tieh dinh gii can phii xem
xdt tren nMeu kenh, nMeu gdc dp vi tai nhieu thdi
diem khic nhau. Vi du: DN cd the to chirc eie cudc
dieu tra tham dd khich hing, lay y kien, ket hgp vdi
phdng van hay sir dung cac pMeu gdp y.

Tdm lai, nim bit tim ly vi mong mudn eiia khich

hing ludn li yeu td quan ttpng hing dau tre oat
eir cMen luge cham sdc khich hing nio. Clu kM
nio ban biet dugc khich hing thuc su mong mudn
nhiing gl tM luc dd ban mdi cham sdc khich hing
Meu qui vi ehu dio rihat.

<b>c i t giam chi phi va nang cao s i / hai long </b>
<b>cua khach hang </b>

Cich tdt nhat de giii khich hing li lim hg hii
Idng. Vi cich tdt nhat de lim hii Idng khich hing
li omg cap cho hp hing hda, sin pham, dieh vu
khdng cM ximg ding mi cdn cao hon gii tri ddng
tien cua hp. Ctmg vdi sir phit trien ciia cdng nghe,
viec Cham sdc khich hing ciing trd nen don giin
hon, eie DN cd the xem xdt trien khai 3 phuang an
sau:

<i>Cong nghe tu phuc vu (Sell-servicej. Ngudi tieu </i>

diing thdi Men dai dang mong mudn dupc giii
phdng khdi nhiing noi pMen toil xep hing rat mat
thdi gian. Hp van cd the mua sim, dip img cic nhu
cau ci nhin mi ching can trd chuyen vdi ngudi
cung cap. CM can mot eii cham vio min hinh miy
Unh li ed the nit tien ngin hing, mua kM ddt, dit
vd xem phim, mua thire in, xin ddi bing lai, dang
ky sang ten xe, xuat trinh vd may bay vi nMeu thir
khic niia. Dieu dd khdng ehi giup DN cat giim cM
pM bin hing mi cdn mang lai nhiing trii ngMem
tdt hon cho khaeh hing. Vi ngiy cing cd nMeu Unh
vuc kinh doanh ed quan he khich hing ting dung
cdng nghe mdi niy

<i>Tuphuc vu ket hop vdi suhd tig ciia dai ly. Su ket </i>

hpp niy mang lai nhung uu diem Idn vi Meu qui
vi cM pM, trong kM cho phep su can tMep cua con
ngudi thdng qua chat hoac trd chuyen -neu khich
hing gap phai mdt van de ric rdi.

<i>Tich hop 0ao dien khach hing. Hien nay, cic dai </i>

ly vi cac he thdng cd the phdi hpp chat che vdi
nhau de mang lai trii nghiem phii hgp cho khich
hing. Vi du, mdt he thdng cM sir dung cdng cu phan
tich de eung cap cie dieh vu hoac cac khuyen eao
bin hing Uidi gian thuc, phii hpp vdi kiic ^ng ea
rihan kM hg ggi den trung tim dieh vu khac; g.

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<b>KINHTE BUU D I E N </b>

Dieu dd khdng cM giiip tao ra mdt ttii ngMem tdt
cho khich hing mi cdn giiip cit giim cM pM.

<i><b>Tdng doanh t h u v6i cac chien iiidc ban hang </b></i>
<b>da kenh </b>

Trong nen kinh te khd khan Men nay, cit giim
cM pM li mdt trong rihiing thach thirc Idn. Ben canh
dd, cic DN ciing nen tip trung vio khau ban hing
de nang cao doanh thu vi vupt qua suy thoii.

Cie phin tich ed the giup cac DN thu hut cie khich
hing mdi vi hpp tie Meu qua hon vdi nhiing khich
hing da ed. Dua tren eie dii Ueu thu thap dupc, hp

cd the xic dinh eie phin doan khich hing quan
ttpng vi tip trang ngudn luc vio dd. Ddng thai, cic
cdng ty nen phit trien mdt cMen lupc bin hing da
kenh. Vi du: Thay vl phit trien kenh ban hing trac
tuyen ddc lip, DN nen ket hpp ci hai kenh: tmyen
thdng vi trac tuyen nhim khai thie mat manh eua
mdi kenh bin hing, tir dd dem lai gii tri gia ting
cao nhat cho khich hing.

Vdi su ket hpp cua cdng nghe tu phuc vu vi sir hd
trp eua dai ly, khi ning phuc vu khich hing tme
tuyen vi trayen thdng, cic cdng ty cd the chuyen
ddi til phuang thiic bin hing thdng thudng vi eie
chirc nang quin ly tii khoin den cic kenh bin hing
tu ddng. Do dd tao ra mdt phuong thirc kinh doanh
Meu qui, kinh te, gdp phan gia tang doanh thu.

<b>T i n g cUdng va duy tri sir t r u n g t h a n h cua </b>
<b>khach hang thong qua tiep can chu dong </b>

Trong kM cit giim chi pM vi thiic day doanh
thu, cic cdng ty ciing can chu ddng giii chin nhiing
khich hing da ed vdi nhiing ke hoach, cMen luge
toin dien, die biet li trong mdi tradng canh trarih
Men nay. Nhung dieu khich hing mong mudn cd
<i>the dugc cMa thinh hai nhdm khic nhau. Thir nhat, </i>
khich hing mudn dich vu cdt ldi trong hoat ddng
kinh doanh eua ban thue sir dap img nhiing nhu
<i>cau ciia hg. Thii hai, khich hing mong dgi dieh vu </i>
hau mai sau bin hing eua ban thuc sir tien lpi. Tuy

nMen, khdng cd yeu td nio trong nhirng yeu td ke
tten se giiip ban tao ra sir trung thinh ciia khich
hing ciing lihu kMen hp ndi vdi rihirng ngudi xung
quanh ring sin pham, clieh vu cua ban tdt den miic

nio. Khich hing ddn nhin nhiing dich vu cdt ldi
nay mdt each duong nMen.

NMeu eude ngMen cim ve khich hing da ven hire
min bi mat ve nhiing sd Ueu khich hing cim thay
khdng thoi man vdi dich vu cua cie cdng ty:

- 96% khich hing khdng thoa man khdng bao
00" tme tiep phin nin vdi nhi cung cap.

- 90% khich hang bat man se khdng quay ttd lai.
- Mdt khich hing khdng hanh phiic se ke ve dieu
niy vdi 9 ngudi khic.

Nhiing sd Ueu thdng ke tren cho thay ring phan
Idn khich hing se khdng tu ddng giai bay vdi DN
ve ndi that vpng cua hp ddi vdi chat lupng dich vu.
Don gian vl hp se rdi bd ban va khdng bao gid quay
lai niia.

Do dd, cic DN nen ehu ddng tiep can vi tim Meu
khich hing, nhim dap img nhu cau eua hp tdt nhat,
nhu vay hp se hpp tic vdi ban nMeu hon. Ngoii cic
ich lpi tren, DN cdn cd dupc nMeu ich lpi khac tii
viee giao tiep. Moi cudc giao tiep li mdt eo hdi cho

dieh vu khich hing. Hay tin dung timg co hdi vi
tat ci eie ea hdi phu thudc vio ddi ngii nhan vien
cua ban.

<b>KET L U A N </b>

Trong mdi tmdng Men nay, noi mi cic sin pham
tuong tu, eie miie gii taong tu vi nhiing dich vu
taong tu dang trd nen quy chuan hon, su khic biet
se xuat Men trong tam tri khich hing tren ca sa bin
sic nhan Meu, nhin thiie vi Unh cim ve DN, tat ci
dupc gpi Chung li trii ngMem cua khach hing. Vi
ehinh nhirng trii ngMem eua khich hing se tao
ra su khac biet, xay dung Idng trung thinh vi cud'i
ciing din tdi su ting tradng vi Igi nhuan ngiy mdt
cao cho cie cdng ty.

<i>Thiiy Hdng, Lan Huong </i>
<b>Tai lieu t h a m khao </b>

<i>[1]. Succeeding with customer care in challenging times, </i>
<i>Telecom Asia, November, 2009 </i>

<i>[2]. ANDREW B. ZIMMERMAN, Managing through Challenging </i>
<i>Times, Accenture. </i>

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