Cham Soc Khach Hang Vien Thong Nam Dinh 5726

1
Lun vn tt nghip
ti: Mt s gii php nhm nng cao cht lng chm sc khch hng ti Vin thng Nam nh
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Lun vn cao hc QTKD nm 2009
PHN M U
1.t vn - L do chn ti :
- Dch v chm sc khch hng c vai tr rt quan trng trong vic nng cao li th cnh tranh ca cc doanh nghip kinh doanh dch v vin thng, gip doanh nghip khc bit ho c hnh nh cht lng dch v ca mnh trong tm tr khch hng, duy tr khch hng hin c, gia tng khch hng trung thnh, thu ht khch hng tim nng v gim chi ph kinh doanh cho doanh nghip. Dch v chm sc khch hng l hot ng then cht trong cc hot ng Marketing ca doanh nghip nhm hng cc hot ng qun l ca doanh nghip vo khch hng mc tiu em li s tho mn vt tri cho khch hng khi tiu dng dch v vi cht lng chm sc khch hng tt. - Thc trng hot ng chm sc khch hng ti VNPT Nam nh, n v hch ton ph thuc VNPT ang gp nhiu kh khn bi t duy kinh doanh c mang tnh c quyn trong nhiu nm qua tuy s hu s lng ln khch hng, chim a s th phn nhng khng cn ph hp na khi c s tham gia cnh tranh ca cc doanh nghip vin thng khc nh EVN Telecom, Viettel..... tc ng mnh lm chia s th phn, lng khch hng ri b VNPT Nam nh ngy cng tng, khch hng mi kh thu ht, th phn gim st nghim trng t ra bi ton gi khch hng v to ra khch hng trung thnh l nhim v rt quan trng vi VNPT Nam nh. - Trc thc trng trn i hi VNPT Nam nh cn c nhng i mi trong cch ngh, cch lm gii bi ton chm sc khch hng theo phng php hin i, vn dng l thuyt v qun l cht lng chm sc khch hng, ng dng tin hc vo qun l khch hng, t chc thc hin chm sc khch hng chuyn nghip nhm nng cao hn na cht lng chm sc khch hng to s hi lng cho khch hng gi khch hng ti VNPT Nam nh. - L mt nhn vin ca VNPT Nam nh lm vic trong phng K hoch kinh doanh, ng trc kh khn v thch thc ca th trng, nhn thc c tm quan trng ca hot ng chm sc khch hng l rt cn thit v cp bch vi VNPT Nam nh, Bn thn ti mong mun c ng dng nhng l lun v qun tr kinh doanh ni chung, l thuyt v qun l cht lng v cht lng dch v chm sc khch hng cc thy c trao di nh gi, nhn nhn v xut cc gii php c tnh thc tin cao
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vo nghin cu trng hp ti VNPT Nam nh gp phn thc hin tt lun vn ca mnh, ng thi cc gii php sut s sm c ng dng ti VNPT Nam nh gp phn nng cao cht lng dch v chm sc khch hng nhm gi vng v m rng th phn ca n v trn th trng vin thng ti Nam nh. T nhng ng c v mong mun trn, vi s hng dn ca Thy gio TS Ng Trn nh, Ti chn ti Mt s gii php nhm nng cao cht lng dch v chm sc khch hng ti Vin thng Nam nh lm ti lun vn tt nghip ca mnh. Rt mong cc thy c gio, cc bn v cc ng nghip ng gp kin gip ti hon thnh tt ni dung lun vn ny.
2. Mc ch, mc tiu ca lun vn

Mc tiu: H thng ha li l thuyt cht lng chm sc khch hng dch v vin thng. nh gi thc trng hot ng chm sc khch hng ca Vin thng Nam nh tm ra cc im mnh, im yu. xut mt s gii php nhm pht huy im mnh, khc phc im yu nng cao cht lng dch v chm sc khch hng ca Vin thng Nam nh. Mc ch: Gi khch hng hin c, pht trin khch hng trung thnh, nng cao s hi lng cho khch hng, thu ht thm khch hng mi, gim chi ph kinh doanh t gip doanh nghip pht trin bn vng, nng cao kh nng cnh tranh trn th trng.
3. Phm vi nghin cu
p dng cho Vin thng Nam nh trn a bn tnh Nam nh.
4. ngun s liu nghin cu

- Cc bo co thng k hng nm ca VNPT Nam nh, ca VNPT, ca b thng tin v truyn thng, ca s Thng tin v truyn thng tnh Nam nh. - S liu kho st iu tra t pha khch hng.
5. Phng php nghin cu:

Lun vn s dng cc phng php nghin cu chnh l : Phng php nghin cu trng hp: Lun vn p dng l thuyt v marketing nghin cu v phn tch trng hp VNPT Nam nh. Phng php iu tra: Lun vn s dng phng php iu tra thc t, c chn mu.
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Tin hnh phng vn khch hng s dng dch v vin thng ni chung nhm mc ch thm d mc hi lng ca khch hng i vi dch v ca VNPT Nam nh. Phng php phn tch tng hp .
6. ngha ca lun vn
- H thng ha cc kin thc l lun v cht lng dch v chm sc khch hng. - Vn dng phn tch r vai tr, tc ng ca dch v chm sc khch hng ti VNPT Nam nh i vi vic gi v pht trin khch hng trung thnh, t a ra mt s xut gii php chm sc khch hng nhm nng cao s hi lng ca khch hng. - Lun vn c tc dng tham kho i vi cc doanh nghip cung cp dch v Vin thng khc trong vo ngoi VNPT.
7. Kt qu trng i
Qua nghin cu, lun vn s nh gi c cht lng hot ng chm sc khch hng hin ti ca VNPT Nam nh, a ra c nhng u im ng thi phi pht hin mt s tn ti c bn ca hot ng chm sc khch hng hin ti ca VNPT Nam nh.Trn c s nhng nghin cu v l thuyt v phn tch thc trng cc gii php chm sc khch hng hin ti ca VNPT Nam nh, lun vn a ra mt s gii php chm sc khch hng nhm nng cao s hi lng ca khch hng:
8.Tm tt cc phn / Kt cu ca lun vn Phn m u Chng 1: C s l thuyt v qun l cht lng v cht lng dch v chm sc khch hng trong hot ng kinh doanh dch v Vin thng. Chng 2:Thc trng cht lng dch v chm sc khch hng ti VNPT Nam nh. Chng 3: Mt s gii php nhm nng cao cht lng dch v chm sc khch hng ca VNPT Nam nh. Kt lun
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CHNG I
C S L THUYT V QUN L CHT LNG V CHT LNG DCH V CHM SC KHCH HNG TRONG HOT NG KINH DOANH DCH V VIN THNG
1.1 Khi nim v dch v, dch v Vin thng

1.1.1.Dch v Trong kinh t hc, dch v c hiu l nhng th tng t nh hng ha nhng l phi vt cht. Philip Kotler [4, tr 522] cho rng: Dch v l mi hnh ng v kt qu m mt bn c th cung cp cho bn kia v ch yu l v hnh v khng dn n quyn s hu mt ci g . Sn phm ca n c th c hay khng gn lin vi mt sn phm vt cht. PGS.TS Nguyn Vn Thanh [9, tr 1] cho rng: Dch v l mt hot ng lao ng sng to nhm b sung gi tr cho phn vt cht v lm a dng ho, phong ph ho, khc bit ho, ni tri ho m cao nht tr thnh nhng thng hiu, nhng nt vn ho kinh doanh v lm hi lng cao cho ngi tiu dng h sn sng tr tin cao, nh kinh doanh c hiu qu hn. Nh vy c th thy dch v l hot ng sng to ca con ngi, l hot ng c tnh c th ring ca con ngi trong x hi pht trin, c s cnh tranh cao, c yu t bng pht v cng ngh, minh bch v php lut, minh bch chnh sch ca chnh quyn. Nguyn tc ca dch v: Dch v c tnh c nhn nn phi ng i tng ngi c phc v th dch v mi c nh gi c cht lng. Dch v phi c s khc bit ho (bt ng, ngc nhin, hp gu). Dch v phi i tin phong tng bc to ra s kht vng trong tm tr ngi tiu dng. Dch v c cc c tnh sau :
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Tnh v hnh
Mau hng
Dch v
Khng lu tr c Khng ng nht
Khng chuyn giao s hu)
Ngun: [9, tr 12] Hnh 1.1 Cc c tnh ca dch v - Tnh v hnh: khng tn ti di dng vt cht ngha l dch v khng c hnh hi r rt. Cc dch v u v hnh, khng th thy trc khi tiu dng. - Tnh khng chia ct c (Khng chuyn giao quyn s hu): Dch v thng c sn xut ra v tiu dng ng thi hay ni cch khc qu trnh sn xut v qu trnh tiu dng din ra ng thi. Thiu mt ny th s khng c mt kia; Nu dch v do mt ngi thc hin, th ngi cung ng l mt b phn ca dch v . iu ny c ngha l hnh ng sn xut v tiu dng din ra ng thi vi nhau, i hi c nh sn xut v ngi tiu dng cng tham gia ti a im ca nh sn xut, v vy khng chia ct c dch v hay ni cch khc dch v c tnh khng chuyn giao s hu. - Tnh khng n nh, khng ng nht : khng c cht lng ng nht; iu ny cng c ngha l hu ht nhn vin ca n v cung cp dch v u tip xc vi ngi tiu dng mt mc no v c khch hng nhn nhn nh mt phn khng th tch ri khi sn phm dch v . Cht lng nhiu dch v c xc nh bi thi v hnh vi ca nhn vin m khng th a ra c nhng bo m thng thng cng nh khng th c s p buc v php l. Chng hn nh khng th p nhn vin phi
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M HNH TCH mm ci vi khch. Mt mc tiu chnh ca hu ht chin lc marketing dch v l HP CC CHNG to ra nhng cch thc tch ri hnh ng mua sm vi hnh ng tiu dng. V tnh TRNH CA H cht ny nn kh nh gi c cht lng dch v . THNG THNG - Tnh khng lu tr c (Inventory): khng lp kho lu tr nh hng ha c TIN H hot ng cung cp dch v thng c n nh v mt thi gian TR v khng gian v c Tnh l nu mt cng sut phc v c n nh trong ngy. iu ny c nghacc khng bn v qun l hng tp
c cng sut dch v vo ngy th doanh thu tim nng c th thu c t cng khch sut dch v s mt i v khng th thu li c.Cng sut ch tr nn hu dng khi trung khch hng hin din ti a im ca nh cung cp dch v . b gii hn bi thi gian v khng gian.
Kim sot nh gi - Tnh mau hng: Mi dch v ch tiu dng mt ln duy nht,cht lng li, dch v khng lp Bo hnh, sa cha, Sn phm dch v c th nm trong phm vi hoc vt qu phm vi sn phm ng cu K ton v vt cht. Sn phm c th phn bit thnh hai thi cc mt u ch sn phm hng ha qun l hng ha
hin hu hon ton, cn u kia ch sn phm dch v hon ton. Mt sn phm c th

Gii quyt
cha nhiu hay t phn dch v hn l ty thuc vo bn cht ca hot ng sn xut khiu ni kinh doanh ra n. Ranh gii gia hng ha v dch v ngy cng m dn, bi v cc Bn hng
Lin dch doanh nghip ngy cng a ra nhiu nhng hn hp sn phm v lc v cnh
tranh trn th trng.

V tuyn
vi khch hng H tr
Hng thng tin khng, Bo him ni b Bu in t vn Phn gio dc tch
Vt cht hon ton
nhu cu th trng
Mui, hp
Qun o may sn
Nh
Nh t hng, xe my Qun n
K bin bn nghim thu v bn giao B phn k thut thc hin lp t Nhn vin giao dch lm th tc hp ng Khch hng ng k dch v
Ngun: [10, tr 10] Hnh 1.2 Cc c tnh ca dch v Bn cht dch v c th khi qut nh sau: Hng ho trn th trng gm 2 phn:
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Lnh o Trung tm
Lnh o Vin thng Nam nh v phng chc nng B phnchc nng ca Trung tm vin thng
+ Phn vt cht thun tu. + Phn phi vt cht (dch v) C th chia hng ho thnh 5 cp nh sau: 1. Hng ho hu hnh thun tu (vt cht hon ton). 2. Hng ho hu hnh c km dch v. 3. Hng ho hn hp. 4. Dch v chnh km hng ho v dch v ph.
Ca hng, t, trm, 5. Dch v thun tu (dch v hon ton). i l, Ngi ta c th cn c vo mt s tiu thc khc nhau phn loicng tc cho ph hp. dch v vin
Cc mc ca dch v c th khi qut nh sau:
- Dch v c bn: to ra gi tr tho mn li ch ct li ca ngi tiu dng. - Dch v bao quanh: Mang li gi tr ph thm cho khch hng - Dch v s ng: gm dch v c bn v dch v bao quanh t ti mc no v ngi tiu dng nhn c chui gi tr tng ng vi chi ph b ra. - Dch v tng th: l h thng ca 3 mc dch v trn. 1.1.2.Dch v vin thng Vin thng (trong cc ngn ng chu u xut pht t tele ca ting Hy Lp c ngha l xa v communicare ca ting La tinh c ngha l thng bo) miu t mt cch tng qut tt c cc hnh thc trao i thng tin qua mt khong cch nht nh m khng phi chuyn ch nhng thng tin ny i mt cch c th (th d nh th). Theo ngha hp hn, ngy nay vin thng c hiu nh l cch thc trao i thng tin, d liu thng qua k thut in, in t v cc cng ngh hin i khc. Cc dch v vin thng u tin theo ngha ny l in bo v in thoi, sau dn pht trin thm cc hnh thc truyn a s liu, hnh nh ... Nh vy, dch v vin thng ni chung l mt tp hp cc hot ng bao gm cc nhn t khng hin hu, to ra chui gi tr v mang li li ch tng hp. Do , thc th dch v vin thng thng c phn lm 2 loi: dch v c bn (dch v ct li) v dch v gi tr gia tng (dch v ph thm). Dch v c bn l dch v ch yu ca doanh nghip cung cp cho th trng. Dch v c bn tha mn mt loi nhu cu nht nh v n mang li mt loi gi tr s dng (hay l gi tr li ch) c th. Dch v c bn quyt nh bn cht ca dch v, n gn
Dch v hon ton
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lin vi cng ngh, h thng sn xut v cung ng dch v. Ni mt cch c th hn vin thng c bn l dch v kt ni v truyn tn hiu s gia cc thit b u cui. Cc dch v c bn ca vin thng bao gm dch v thoi v dch v truyn s liu. Dch v thoi bao gm dch v in c nh, di ng; Dch v truyn s liu gm: dch v knh thu ring, dch v truyn dn tn hiu truyn hnh ... Dch v gi tr gia tng l nhng dch v b sung, to ra nhng gi tr ph tri thm cho khch hng, lm cho khch hng c s cm nhn tt hn v dch v c bn. Dch v gi tr gia tng ca dch v vin thng l cc dch v lm tng thm cc gi tr thng tin ca ngi s dng dch v bng cch khai thc thm cc loi hnh dch v mi nhm p ng nhu cu ca ngi s dng dch v . Dch v gi tr gia tng ca dch v vin thng bao gm cc dch v gia tng trn nn thoi l: dch v hin th s gi n, dch v chuyn cuc gi tm thi, dch v bo thc, dch v in thoi hi ngh ba bn, dch v nhn tin...; cc dch v gia tng trn nn truyn s liu nh: dch v truyn m thanh, hnh nh, tin nhn a phng tin GPRS (Genaral Packet Radio Services)... Dch v vin thng c cc c im c bn sau : c im th nht: Dch v vin thng rt khc vi cc sn phm ca ngnh sn phm cng nghip, n khng phi l mt sn phm vt cht ch to mi, khng phi l hng ho c th, m l kt qu c ch cui cng ca qu trnh truyn a tin tc di dng dch v. c im th hai: l s tch ri ca qu trnh tiu dng v sn xut dch v vin thng. Hiu qu c ch ca qu trnh truyn a tin tc c tiu dng ngay trong qu trnh sn xut. V d: trong m thoi in thoi bt u ng k m thoi l bt u qu trnh sn xut, sau khi m thoi xong tc l sau khi tiu dng hiu qu c ch ca qu trnh sn xut th qu trnh sn xut cng kt thc. Trong vin thng, kt qu cui cng ca hot ng sn xut khng th ct gi c trong kho, khng d tr c, khng th thu hi sn phm cho vo quay vng, ti sn xut. T c im ny rt ra yu cu v cht lng dch v vin thng phi cao nu khng s nh hng trc tip ngay n tiu dng. Hn na, s dng dch v vin thng ngi s dng phi c mt nhng v tr, a im xc nh ca nh cung cp dch v hoc ni c thit b ca nh cung cp dch v.
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10
c im th ba: Xut pht t truyn a tin tc rt a dng, n xut hin khng ng u v khng gian v thi gian. Thng thng, nhu cu truyn a tin tc ph thuc vo nhp sinh hot ca x hi, vo nhng gi ban ngy, gi lm vic ca cc c quan, doanh nghip, vo cc k hi, l tt th lng nhu cu rt ln. Trong iu kin yu cu phc v khng ng u, tho mn tt nhu cu ca khch hng, cc doanh nghip cung cp dch v vin thng phi d tr ng k nng lc sn xut v lc lng lao ng. c im th t: l s khc bit so vi ngnh sn xut cng nghip, ni m i tng chu s thay i vt cht (v mt vt l, ho hc,..), cn trong sn xut vin thng, thng tin l i tng lao ng ch chu tc ng di ch trong khng gian. Thm ch, nu thng tin trong qu trnh truyn ti nh cc thit b vin thng c bin i thnh cc tn hiu thng tin in, th cc ni nhn tn hiu phi c khi phc tr li trng thi ban u ca n. Mi s thay i thng tin, u c ngha l s mo m, mt i gi tr s dng v dn n tn tht li ch ca khch hng. c im th nm: l qu trnh truyn a tin tc lun mang tnh hai chiu gia ngi gi v ngi nhn thng tin. Nhu cu truyn a tin tc c th pht sinh mi im dn c, iu i hi phi hnh thnh mt mng li cung cp dch v c tin cy, rng khp.
1.2. Khch hng, k vng v s tho mn ca khch hng .

1.2.1. Khch hng Nn kinh t th trng tn vinh khch hng ln mt v tr rt quan trng, l Thng . Khch hng l ngi cho ta tt c. V vy cc cng ty phi xem khch hng nh l ngun vn cn c qun l v pht huy nh bt k ngun vn no khc. Tom Peters xem KH l ti sn lm tng thm gi tr. l ti sn quan trng nht mc d gi tr ca h khng c ghi trong s sch cng ty. Peters Drucker [17, tr 21], cha ca ngnh qun tr cho rng mc tiu ca cng ty l to ra khch hng. Khch hng l ngi quan trng nht i vi chng ta. H khng ph thuc vo chng ta m chng ta ph thuc vo h. H khng phi l k ngoi cuc m chnh l mt phn trong vic kinh doanh ca chng ta. Khi phc v khch hng, khng phi chng ta gip h m h ang gip chng ta bng cch cho chng ta c hi phc v.
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11
nm bt c nhu cu ca khch hng, doanh nghip phi bit c khch hng ca mnh l ai. Thng thng, doanh nghip ch gii hn khi nim khch hng l nhng ngi lm n bn ngoi vi doanh nghip. H l nhng ngi mua v tiu th sn phm ca doanh nghip. H l ti sn lm tng thm gi tr ca doanh nghip. Tuy nhin chng ta cn hiu khi nim khch hng mt cch rng hn. Trn thc t, mi mt nhn vin lm vic trong mt doanh nghip u c khch hng ring, khng phn bit l ngi tiu dng sn phm v em li li nhun cho doanh nghip, hay ch n gin l mt ng nghip ca nhn vin ti ni lm vic. Nh vy, khch hng l nhng ngi chng ta phc v cho d h c tr tin cho dch v ca chng ta hay khng, khch hng gm khch hng bn ngoi v khch hng ni b. Khch hng bn ngoi: y l nhng ngi thc hin cc giao dch vi doanh nghip, bng nhiu hnh thc: gp g trc tip, giao dch qua in thoi hay giao dch trc tuyn. y chnh l cch hiu truyn thng v khch hng, khng c nhng khch hng nh th ny, doanh nghip cng khng th tn ti. Nhng khch hng c tha mn l nhng ngi mua v nhn sn phm, dch v ca chng ta cung cp. Khch hng c quyn la chn, nu sn phm v dch v ca chng ta khng lm hi lng khch hng th h s la chn mt nh cung cp khc. Khi doanh nghip s chu thit hi. Nhng khch hng c tha mn l ngun to ra li nhun cho doanh nghip v h chnh l ngi to nn s thnh cng cho doanh nghip. Khch hng chnh l ng ch ca doang nghip, h l ngi tr lng cho chng ta bng cch tiu tin ca h khi dng sn phm, dch v ca doanh nghip. Khch hng ni b: nhn vin chnh l khch hng ca doanh nghip, v cc nhn vin cng chnh l khch hng ca nhau. V pha doanh nghip, h phi p ng c nhu cu ca nhn vin, c nhng chnh sch nhm pht huy lng trung thnh ca nhn vin. Bn cnh , gia cc nhn vin cng cn c s quan tm, gip ln nhau trong cng vic. Vi khi nim v khch hng c hiu theo mt ngha rng, doanh nghip s c th to ra mt dch v hon ho hn bi ch khi no doanh nghip c s quan tm ti nhn vin, xy dng c lng trung thnh ca nhn vin, ng thi, cc nhn vin trong doanh nghip c kh nng lm vic vi nhau, quan tm p ng nhu cu v lm hi lng ng nghip th h mi c c tinh thn lm vic tt, mi c th phc v cc khch hng bn ngoi ca doanh nghip mt cch hiu qu, thng nht.
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12
1.2.2. K vng v s tha mn ca khch hng : Peter Drucker [17, tr 76] cho rng "ch
c mt nh ngha ng v mc ch kinh
doanh: to ra khch hng. Th trng khng phi do Thng , thin nhin, hay cc ng lc kinh t to ra, m do chnh cc doanh nhn hnh thnh. Doanh nhn gip khch hng tho mn s ham mun ca mnh
. Nhng khch hng ngy nay ang ng trc rt nhiu chng loi sn
phm v nhn hiu, gi c v ngi cung ng v tha h la chn. Khch hng l ngi lun mong mun gi tr ti a trong phm vi ti tin cho php cng trnh hiu bit, kh nng c ng v thu nhp c hn. H ra mt k vng v gi tr ri cn c vo m hnh ng. Sau h tm hiu xem liu th hng ha c ph hp vi k vng v gi tr khng. iu ny nh hng n mc tho mn ca h v xc xut h mua na. Ngi mua nh gi gi tr ca hng ha/dch v ri cn c vo m hnh ng. Nhng sau khi mua ri th ngi mua c hi lng hay khng cn ty thuc vo quan h gia kt qu hot ng ca mn hng v nhng mong i ca ngi mua. Nh vy, s tha mn l mc ca trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t sn phm vi nhng k vng ca ngi . Nh vy, k vng c hnh thnh trc khi s dng dch v. Nhn thc l s nh gi ca khch hng v dch v . Khi s dng dch v, khch hng so snh dch v cm nhn c vi dch v mong mun v nu thc t s dng dch v c p ng hn nhng mong mun th khch hng thy hi lng . Nh vy, mc tha mn l hm ca s khc bit gia kt qu nhn c v k vng. Khch hng c th cm nhn mt trong ba mc tha mn sau. Nu kt qu thc t km hn so vi k vng th khch hng s khng hi lng. Nu kt qu thc t tng xng vi k vng th khch hng s hi lng. Nu kt qu thc t vt qu s mong i th khch hng rt hi lng, vui sng v thch th. K vng ca ngi mua c hnh thnh nh th no? Chng c hnh thnh trn c s kinh nghim mua sm trc kia ca ngi mua, nhng kin ca bn b v ng nghip, nhng thng tin cng ha hn ca ngi lm Marketing v i th cnh tranh.
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13
Thng tin truyn ming
Nhu cu c nhn
Kinh nghim tri qua
Qung co, Khuch trng
Dch v ca i th cnh tranh
Dch v ca cng ty
K vng ca khch (dch v mong mun)
Ngun:[10, tr12]
Hnh 1.3 S hnh thnh k vng ca khch hng
Trong 4 ngun thng tin to nn k vng ca khch hng bao gm: thng tin truyn ming, cc nhu cu c nhn, kinh nghim tri qua v cc thng tin giao tip qung co ca doanh nghip, th ch c ngun tin th 4 l nm trong tm kim sot ca doanh nghip. V vy giao tip khuch trng nh th no l vn rt quan trng. Qung co cn hp dn thu ht khch hng, nhng ng thi cng khng c phng i qu nhng g doanh nghip c th phc v bi v khi d to nn k vng qu cao cho khch hng, doanh nghip khng p ng c, kt qu l khch hng khng c tha mn. Theo nghin cu TS H Nam Khnh Giao [3, tr 57] cc k vng ca khch hng + L tng mc ao uc + Mong i mun hay hy vng nhn c + y - Mc dch v ti thiu m khch hng chp nhn. + Vng chp nhn Gia dch v y v l tng. + D on Tin tng s nhn c trong mi tnh hung.
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Dch v l tng
Dch v mong i Dch v d on Vng chp nhn Dch v y
Ngun : [3, tr 75] Hnh 1.4 M hnh k vng khch hng K vng khch hng cn c qun l doanh nghip p ng k vng ca khch hng ph hp vi thc t ca doanh nghip. Giai on trc khi mua hng: nghin cu xem khch hng mong i iu g, truyn thng cho khch hng bit nn mong i iu g, thng xuyn cung cp cc dch v m khch hng mong i gip khch hng hnh thnh cc k vng c th. Giai on trong khi thc hin chuyn giao dch v: Thng t vi khch hng trong qu trnh thc hin dch v, nu c th cn ci tin dch v p ng k vng khch hng, gii thch ti sao dch v khng th ci tin c. Giai on sau khi mua: Kim tra k vng c c p ng khng, pht trin cc chng trnh theo di, pht trin cc gii php i vi khch hng khng tho mn.
1.3. L thuyt v qun l cht lng v cht lng dch v khch hng.
1.3.1. L thuyt v qun l cht lng. Cht lng T chc Quc t v Tiu chun ha ISO a ra nh ngha sau: Cht lng l kh nng ca tp hp cc c tnh ca mt sn phm, h thng hay qa trnh p ng cc yu cu ca khch hng v cc bn c lin quan". y yu cu l cc nhu cu v mong i c cng b, ng hay bt buc theo tp qun.
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T nh ngha trn ta rt ra mt s c im sau y ca khi nim cht lng: 1/ Cht lng c o bi s tha mn nhu cu. Nu mt sn phm v l do no m khng c nhu cu chp nhn th phi b coi l c cht lng km, cho d trnh cng ngh ch to ra sn phm c th rt hin i. y l mt kt lun then cht v l c s cc nh cht lng nh ra chnh sch, chin lc kinh doanh. 2/ Cht lng c o bi s tha mn nhu cu, m nhu cu lun lun bin ng nn cht lng cng lun bin ng theo thi gian, khng gian, iu kin s dng. 3/ Khi nh gi cht lng ca mt i tng, ta phi xt v ch xt n mi c tnh ca i tng c lin quan n s tha mn nhng nhu cu c th. Cc nhu cu ny khng ch t pha khch hng m cn t cc bn c lin quan, v d nh cc yu cu mang tnh php ch, nhu cu ca cng ng x hi. 4/ Nhu cu c th c cng b r rng di dng cc qui nh, tiu chun nhng cng c nhng nhu cu khng th miu t r rng, ngi s dng ch c th cm nhn chng, hoc c khi ch pht hin c trong chng trong qu trnh s dng. 5/ Cht lng khng phi ch l thuc tnh ca sn phm, hng ha m ta vn hiu hng ngy. Cht lng c th p dng cho mt h thng, mt qu trnh. Qun l cht lng Cht lng khng t sinh ra; cht lng khng phi l mt kt qu ngu nhin, n l kt qa ca s tc ng ca hng lot yu t c lin quan cht ch vi nhau. Mun t c cht lng mong mun cn phi qun l mt cch ng n cc yu t ny. Hot ng qun l trong lnh vc cht lng c gi l qun l cht lng. Nh vy: Qun l cht lng l cc hot ng c phi hp nhm nh hng v kim sot mt t chc v cht lng
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Cc nguyn tc ca qun l cht lng Nguyn tc 1. nh hng bi khch hng : Doanh nghip ph thuc vo khch hng ca mnh v v th cn hiu cc nhu cu hin ti v tng lai ca khch hng, khng ch p ng m cn phn u vt cao hn s mong i ca h. Nguyn tc 2. S lnh o: Lnh o thit lp s thng nht ng b gia mc ch v ng li ca doanh nghip. Lnh o cn to ra v duy tr mi trng ni b trong doanh nghip hon ton li cun mi ngi trong vic t c cc mc tiu ca doanh nghip. Nguyn tc 3. S tham gia ca mi ngi: Con ngi l ngun lc quan trng nht ca mt doanh nghip v s tham gia y vi nhng hiu bit v kinh nghim ca h rt c ch cho doanh nghip. Nguyn tc 4. Quan im qu trnh : Kt qu mong mun s t c mt cch hiu qu khi cc ngun v cc hot ng c lin quan c qun l nh mt qu trnh. Nguyn tc 5: Tnh h thng : Vic xc nh, hiu bit v qun l mt h thng cc qu trnh c lin quan i vi mc tiu ra s em li hiu qu ca doanh nghip. Nguyn tc 6. Ci tin lin tc Ci tin lin tc l mc tiu, ng thi cng l phng php ca mi doanh nghip. Mun c c kh nng cnh tranh v mc cht lng cao nht, doanh nghip phi lin tc ci tin. Nguyn tc 7. Quyt nh da trn s kin Mi quyt nh v hnh ng ca h thng qun l hot ng kinh doanh mun c hiu qu phi c xy ng da trn vic phn tch d liu v thng tin. Nguyn tc 8. Quan h hp tc cng c li vi ngi cung ng
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Doanh nghip v ngi cung ng ph thuc ln nhau, v mi quan h tng h cng c li s nng cao nng lc ca c hai bn to ra gi tr. 1.3.2. Cht lng dch v khch hng Cht lng dch v. Theo PGS.TS Nguyn Vn Thanh [9, tr 87] cho rng cht lng dch v l mc hi lng ca khch hng trong qu trnh cm nhn tiu dng dch v, l dch v tng th ca doanh nghip mang li chui li ch v tho mn y nht gi tr mong i ca khch hng trong hot ng sn xut cung ng v trong phn phi dch v u ra. Cht lng dch v rt kh nh gi bi n ph thuc vo s cm nhn ca khch hng, thc o cht lng dch v l s so snh gia s mong i v gi tr mt dch v ca khch hng vi gi tr thc t nhn c(s tho mn). Cht lng dch v gm cht lng k thut v cht lng chc nng. Cht lng k thut: bao gm nhng gi tr khch hng thc s nhn c t dch v doanh nghip cung cp. Cht lng chc nng: l phong cch phn phi dch v. Cht lng dch v khng ch nh gi u ra so vi gi tr k vng ca khch hng m cn bao gm hot ng ca ton b h thng cung cp, phong cch phn phi. Cht lng dch v khch hng Trong mt doanh nghip th cht lng, dch v khch hng v Marketing c quan h cht ch vi nhau. N c c th ha nh sau :
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Marketing
Cc cp dch v khch hng phi c xc nh da trn c s ca cc thc o c tm ra qua nghin cu nhu cu khch hng cng nh hot ng ca cc i th cnh tranh v nht thit phi tha nhn nhng nhu cu trn cc on th trng khc nhau.
Cht lng phi c xc nh, nhn nhn t gc khch hng v phi da trn nhng nghin cu v iu chnh nh hng thng xuyn
Dch v Khch hng
Khi nim v mt cht lng tng th, ng b phi tc ng ti tt c cc yu t trong ton b qu trnh: my mc thit b cho sn xut, ch bin hay nhn vin phc v ti quy, n tip, giao dch vi khch
Cht lng
Ngun: [11, tr 48]

Hnh 1.5 Mi quan h gia Cht lng, Dch v khch hng v Maketing
Cc hot ng dch v khch hng nht thit phi lin quan cht ch ti nhng vn v cht lng. Marketing cn c coi l mt cng c lm mnh thm qu trnh tht cht c ba thnh t trn. Bi v khi ba khu vc ny c tp trung li lm mt v chng ln ln nhau th s em li sc mnh cng hng ln lao v cht lng dch v c m bo mc ti u. Cht lng dch v c xc nh bi khch hng, ch khng phi bi ngi cung cp - ngi bn. Nu cht lng dch v khng ph hp vi ng nhng g m khch hng mong mun th khch hng hin ti s b i v khch hng mi th kh thu ht c.
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Nhu cu v k vng ca khch hng

1. Khong cch v s hiu bit
KHCH HNG
nh ngha qun tr v cc nhu cu ny

2. Khong cch v tiu chun
QUN TR
Chuyn giao thit k/ chuyn giao
4. Khong cch v truyn thng ni b
3. Khong cch v chuyn giao
Thc hin thit k/ chuyn giao
17
Li ha trong qung co/ bn hng
5. Khong cch v nhn thc
6. Khong cch v cch hiu Cch hiu ca khch hng v truyn thng t DN
Nhn thc ca khch hng v sn phm
7. Khong cch v dch v
Tri nghim ca khch hng so vi n k vng
Ngun: Adapted from C. Lovelock, Production Plus (New York: McGraw Hill, 1994), 112.
Hnh 1.6
1.
M hnh 7 khong cch v cht lng Khong cch v s hiu bit: khc bit gia ci m ngi cung cp dch v Khong cch v tiu chun: khc bit gia nhn thc ca nh qun tr v k
tin l khch hng mong i vi nhu cu v k vng thc s ca khch hng.

2.
vng ca khch hng vi tiu chun cht lng t ra cho vic chuyn giao dch v.
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Khong cch v chuyn giao (delivery gap): khc bit gia cc tiu chun
chuyn giao c th vi s thc hin trn thc t ca nh cung cp dch v v cc tiu chun ny.
4. Khong cch v truyn thng ni b (internal communications gap): khc bit
gia qung co ca doanh nghip v suy ngh ca nhn vin bn hng v cc tnh nng sn phm, cch thc hin, v mc cht lng dich v vi ci m doanh nghip thc s c kh nng cung cp.
5.
Khong cch v nhn thc (perceptions gap): khc bit gia ci thc t c
chuyn giao vi ci m khch hng cho l h nhn c (bi v khch hng khng th nh gi cht lng dch v mt cch chnh xc)
6. Khong cch v cch truyn t (interpretation gap): khc bit gia n lc
truyn thng ca doanh nghip vi ci m khch hng ngh l c ha hn t s truyn thng ny.
7.
Khong cch v dch v (service gap): khc bit gia ci m khch hng k Dch v khch hng quan tm ti vic xy dng mt mi lin h vi khch hng
vng s nhn c vi nhn thc/ cm nhn ca h v dch v c cung cp. v cc on th trng khc nhau m bo cho mt mi quan h lu di c th khai thc cc c hi th trng mi. Do vy dch v khch hng c th xem l mt hot ng mang li nhng li ch v thi gian v a im cho khch hng. Cc hc gi ngi M: Zeitham V.A., Parasuraman A v Leonard L.B. a ra cc yu t quyt nh n cht lng dch v, l: Th nht l tin cy: L s nht qun trong vn hnh, thc hin ng chc nng ngay t u, thc hin ng nhng li ha hn lm cho khch hng thy ng tin cy. Th hai l tinh thn trch nhim: L s st sng hoc sn sng cung cp dch v ng lc, kp thi ca nhn vin cung ng. Th ba l nng lc: Nhn vin phi c cc k nng v kin thc cn thit thc hin dch v. Th t l tip cn c: C th d dng n gn, c thi gian ch i, c gi gic m ca. Th nm l tc phong: L s lch thip, tn trng, quan tm v thn thin ca nhn vin trong doanh nghip vi khch hng.
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Th su l giao tip: Thng tin vi khch hng bng ngn t ca h, lng nghe kin ca khch hng, iu chnh cch giao tip i vi nhng nhm khch hng khc nhau, gii thch v bn thn qu trnh dch v s chi ph ht bao nhiu v n gip gii quyt c nhng vn g. Th by l s tn nhim: L s trung thc, ng tin cy, uy tn ca doanh nghip, t cch c nhn ca ngi phc v. Th tm l tnh an ton: Khch hng cm thy khng c nguy him, ri ro hoc ng vc, an ton v vt cht, an ton v ti chnh, gi c b mt ca khch hng . Th chn l thu hiu khch hng: L s n lc tm hiu nhu cu ca khch hng, ghi nh nhng yu cu c th ca tng ngi, to ra s ch ti tng c nhn, nhn bit khch hng thng xuyn v trung thnh ca doanh nghip. Th mi l tnh hu hnh: L cc chng c vt cht ca dch v, cc phng tin thit b phc v, hnh thc bn ngoi ca nhn vin, dng c tin hnh dch v, biu tng vt cht ca dch v. Trn c s mi yu t trn ngi ta a ra m hnh cht lng RATER:
Thng tin truyn ming Nhu cu c nhn Kinh nghim tri qua Qung co, Khuch trng
Cc yu t cht lng dch v tin cy Trch nhim Nng lc Kh nng tip cn Tc phong Giao tip S tn nhim Tnh an ton Thu hiu khch hng Tnh hu hnh
Mc tho mn ca khch hng A. Dch v mong mun Vt qu k vng (A<B, cht lng tuyt ho) p ng k vng (A=B, cht lng hi lng) B. Dch v nhn thc c Khng p ng k vng (A>B, cht lng khng t)
Ngun: [10, tr 12]

Hnh 1.7 M hnh th hin mi quan h 10 yu t cht lng v k vng ca khch hng
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1.4. Dch v khch hng trong lnh vc Vin thng.

H thng kinh doanh dch v vin thng bao gm mng li vin thng lm c s h tng v mt h thng dch v vin thng cung cp, h tr khch hng s dng dch v t mng li vin thng. Dch v vin thng khi n vi ngi tiu dng l mt dch v hon ho v c gia tng gi tr thng qua dch v khch hng. Dch v khch hng trong doanh nghip vin thng l mt b phn c bn gn lin vi dch v vin thng, l cu ni gia ngi tiu dng v thit b vin thng. Dch v vin thng trong cc doanh nghip thc hin cc qu trnh chuyn giao quyn s dng dch v vin thng cho ngi tiu dng, thc hin cc bin php h tr, khuyn khch v thc y cc qu trnh s dng dch v ca khch hng. Dch v khch hng trong doanh nghip cung cp dch v vin thng l mt qu trnh t chc khai thc c hiu qu mng vin thng, cung cp cc gi tr s dng v vin thng cho khch hng. Ngoi ra n cn h tr khch hng trong sut qu trnh s dng dch v. Qu trnh thc hin dch v vin thng bao gm ba cng on:
- Cng on ban u: k t khi nghin cu th trng, marketing, t chc bn hng
n khi khch hng ng k s dng dch v vin thng.

- Cng on h tr, hng dn khch hng s dng dch v vin thng: n bao gm
cc chng trnh chm sc khch hng trc, trong v sau bn hng.

- Cng on thanh ton: bao gm vic tnh cc, thng bo cc, pht hnh ho n
v thu tin cc s dng dch v ca khch hng. Ngoi ra dch v khch hng vin thng cn c nhim v gii quyt cc khiu ni ca khch hng v cc dch v vin thng. S trng hp khiu ni c quan h t l nghch vi cht lng dch v khch hng c cung cp. S tn ti v pht trin ca doanh nghip ph thuc vo chnh khch hng. V vy dch v khch hng ra i nhm duy tr v thu ht khch hng, tho mn nhu cu ca khch hng. Ti cc doanh nghip vin thng, dch v khch hng c tc dng rt ln, l: Lm tng khch hng mi, lm gim s lng khch hng ri b mng, lm tng s lng dch v v dung lng s dng ca khch hng, gim thiu tht thot do n ng ca khch hng bi nguyn nhn dch v khch hng cha p ng yu cu.
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1.5. Ni dung chm sc khch hng, vai tr, nguyn l v phng thc chm sc khch hng.
1.5.1.Chm sc khch hng a. Chm sc khch hng l g? Thut ng "chm sc khch hng" thng c hiu mt cch khng y l s cho n nhit tnh i vi khch hng ca cc nhn vin bn hng. Tuy nhin tip xc vi khch hng ch l mt phn trong chin lc chm sc khch hng ca doanh nghip. Theo ngha tng qut nht, chm sc khch hng l tt c nhng g cn thit m doanh nghip phi lm tha mn nhu cu v mong i ca khch hng, tc l phc v khch hng theo cch m h mong mun c phc v v lm nhng vic cn thit gi cc khch hng mnh ang c. Chm sc khch hng lun lun l mt yu cu cn thit trong cng vic kinh doanh ca cc doanh nghip. Khch hng ngy nay l nhng con ngi y i hi, mun c i x nh nhn, c tn trng v c nghe nhng li cm n chn thnh. Chm sc khch hng khng c ngha l nu vi mt sn phm hay dch v ti m c cng tc chm sc khch hng tt th vn gi c khch hng. C 3 yu t then cht quyt nh vic lm tha mn khch hng, l: - Cc yu t sn phm/dch v. - Cc yu t thun tin. - Yu t con ngi. Nh vy, chm sc khch hng l vic hng cc hot ng ca doanh nghip vo khch hng. l qu trnh phn tch, tm hiu v gii quyt mi quan h gia t chc dch v v khch hng mc tiu. V thc cht, chm sc khch hng bao gm ton b nhng cng vic phc v cn thit nhm duy tr c nhng khch hng hin ang c ca doanh nghip. Cng vic phc v ny gp phn to nn tng s gi tr cung ng cho khch hng. Dich v hay s thun tin do nh cung cp to ra v em n cho khch hng v mt gi tr tuy khng ln nhng n li mua c s hi lng ca khch hng. Chng hn nh mt li chc mng nhn dp ngy sinh nht, mt li chc mng nhn dp nm mi hay ngy trng i vui v ca khch hng... em n s hi lng cho khch hng v do to c s trung thnh ca khch hng.
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Vi ngha , chm sc khch hng ngy cng c coi l mt hot ng marketing ht sc quan trng. N l cng c gp phn pht huy li th cnh tranh v m bo s thnh cng ca doanh nghip c bit doanh nghip kinh doanh dch v. b.S khc bit gia chm sc khch hng v dch v khch hng T nh ngha trn c th thy khi nim chm sc khch hng bao gm hai phn: Th nht, chm sc khch hng l phc v khch hng theo cch m h mong mun c phc v.
Th hai, chm sc khch hng nhm gi cc khch hng hin c, to ra
khch hng trung thnh. Chnh iu ny lm nn s khc bit gia hai khi nim chm sc khch hng v dch v khch hng. Thng thng ngi ta thng ng nht hon ton hai khi nim ny, chm sc khch hng cng l dch v khch hng v ngc li. Tuy nhin, thc s th khng hn vy. Dch v khch hng cng l lm tt c nhng g cn thit phc v khch hng theo mun ca h, tho mn nhu cu v mong i ca khch hng. Nhng khi nhc n dch v khch hng ngi ta khng nhn mnh ti tnh mc ch v i tng tc ng ca n. Hay c th ni cch khc, i tng ca dch v khch hng bao gm c khch hng hin ti ln khch hng tim nng, mc ch ca dch v khch hng cng bao gm c vic duy tr khch hng hin ti ln thu ht khch hng tim nng. Trong khi , chm sc khch hng ch t trng tm vo khch hng hin ti, nhm gi khch hng hin ti. Chm sc khch hng v dch v khch hng khc nhau v mc ch v i tng tc ng. Ni dung ca cng tc chm sc khch hng l thc hin cc dch v khch hng i vi nhm khch hng hin c. V vy, c th a ra mt nh ngha khc v chm sc khch hng: Chm sc khch hng l dch v khch hng nhm duy tr khch hng hin ti. c.S khc bit gia chm sc khch hng v Marketing Marketing l hot ng qun l ca doanh nghip nhm pht hin v tho mn cc nhu cu ca khch hng. Nu xt theo qu trnh qun tr Marketing th Marketing bao gm tt c mi hot ng t nghin cu th trng pht hin nhu cu, thit k sn phm (sn phm ct li, sn phm hin thc, sn phm b sung), nh gi, xy dng knh
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phn phi v t chc cc hot ng xc tin. Chm sc khch hng l mt hot ng Marketing v ch xut hin trong mt s khu ca qu trnh . khu thit k sn phm, trong ba cp c bn ca mt sn phm th chm sc khch hng tng ng vi cp 3 sn phm b sung. N c ngha nng cao gi tr cho sn phm da trn cp c bn v cp hin thc. y chnh l v kh cnh tranh ca cc cng ty. Theo xu hng hin nay, khi m cnh tranh v gi c v cht lng dn dn gim bt th khch hng s chuyn s ch sang cc dch v chm sc khch hng. Khi cng ty no lm tt cng tc chm sc khch hng s chim u th trn th trng. Ngoi ra, chm sc khch hng cng xut hin trong mt s khu khc nh qu trnh xy dng knh phn phi, bn hng trc tip, xc nh c ch khuyn miTrong vic xy dng knh phn phi, doanh nghip cn phi bo m m rng mng li n mc ti a, to iu kin cho khch hng c th tip cn dch v d dng. Trong khu bn hng trc tip, cc nhn vin tip xc trc tip vi khch hng phi thc hin tt cng tc chm sc khch hng. V mc ch, chm sc khch hng ch nhm duy tr khch hng hin ti cn Marketing th lin quan n c vic duy tr khch hng hin ti v thu ht khch hng mi. L mt hot ng Marketing, chm sc khch hng nhn c s h tr t cc hot ng khc v ngc li cng h tr cho cc hot ng ny. d.Chm sc khch hng v tin cy ca sn phm, dch v Chm sc khch hng cng nh nhiu hot ng Marketing khc u hng ti vic tho mn nhu cu, mong i ca khch hng. Trn thc t c nhiu yu t khc nhau tho mn khch hng. Cc yu t ny c chia thnh ba nhm tr ct: Cc yu t v sn phm: nh s a dng ca sn phm, gi c, cht lng Cc yu t thun tin: a im, iu kin giao hng, iu kin i hng, gi
m ca, phng thc thanh ton Cc yu t con ngi: k nng trnh ca ngi bn hng, thi hnh vi ca nhn vin Trong ba nhm yu t ny, nhm no ng vai tr quan trng hng u? iu ny ph thuc vo tng tnh hung c th. Chng hn:
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- Nu sn phm khng ph hp v gi li qu cao th khch hng s khng mua d ngi bn hng c lch s hay cu knh. - Nu sn phm tt, gi r th khch hng c th chp nhn chu ng nhiu yu t bt tin. - Nu sn phm c bn rng ri trn th trng vi mc gi v cht lng tng ng th yu t con ngi tr nn quan trng C ngha l hot ng chm sc khch hng c pht huy c hiu qu hay khng v mc pht huy nh th no cn ph thuc rt nhiu vo c im ca sn phm, dch v. Bt c khch hng no d l c nhn hay t chc, u mong mun hn c t sn phm, dch v h mua l chng phi hon ton ng tin cy, tc l yu t sn phm lun t ln hng u trong quyt nh la chn ca h, sau mi n cht lng cc hot ng chm sc khch hng. Tt c nhng n ci thn thin v nhng li cho mi lch s cng khng th b p c cho nhng sn phm khng ng tin cy hay nhng dch v khng t tiu chun. Hot ng chm sc khch hng ch thc s c ngha khi bn thn sn phm, dch v ca cng ty p ng yu cu ca khch hng. e.Chm sc khch hng bn trong v bn ngoi Nh cp trn, Khch hng bao gm hai loi: khch hng bn trong v khch hng bn ngoi. V vy chm sc khch hng cng gm hai phn: chm sc khch hng bn trong v chm sc khch hng bn ngoi. Thng thng, ngi ta ch ch trng n vic chm sc khch hng bn ngoi m khng thc c rng chm sc khch hng bn trong cng khng km phn quan trng. chm sc tt khch hng bn ngoi, nhn vin tip xc trc tip vi khch hng bn ngoi cn s h tr ca mt s nhn vin khc v tr thnh khch hng ni b ca nhng nhn vin ny. n lt mnh, nhng nhn vin ny li l khch hng ni b ca cc nhn vin khc naC nh vy to thnh mt dy chuyn khch hng nh sau:
KH ni b A KH ni b (Nhn vin ni b C trc tip)bn ngoi B KH tip xc KH
Hnh 1.8 Dy truyn khch hng
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Nu trong dy chuyn ny c mt on no b lng lo tc l mt tng no khch hng khng c phc v tt th h s khng c iu kin vt cht v tinh thn phc v tt cho tng khch hng tip theo. C nh th n cc nhn vin tip xc trc tip cng s khng iu kin phc v tt khch hng bn ngoi. iu c ngha l hot ng chm sc khch hng bn ngoi t kt qu tt th cc doanh nghip cng phi song song tng cng hiu qu ca cng tc chm sc khch hng bn trong. Hot ng chm sc khch hng cn phi c t chc nht qun v ng b trong ton doanh nghip. Bt c phng ban, b phn hay nhn vin no u phi chm sc tt cho khch hng ca mnh.
1.5.2.
Vai tr ca chm sc khch hng i vi doanh nghip.
Theo nghin cu ca H Nhn [1, tr 31]cho rng: Dch v chm sc khch hng ngy cng c vai tr quan trng hn trong h thng chin lc marketing v trong hot ng kinh doanh ca doanh nghip. Cng vi cht lng ca dch v v uy tn hnh nh ca doanh nghip, dch v chm sc khch hng s lm cho khch hng tho mn v hi lng khi s dng dch v. Qua h s tin tng vo doanh nghip, cht lng dch v do doanh nghip cung cp v tr thnh mt khch hng ca doanh nghip cng vi nhng ngi bn do h gii thiu. Mt li gii thiu ca khch hng c gi tr hn rt nhiu li qung co ca doanh nghip. V v tnh h tr thnh cng c qung co c lc cho doanh nghip, gip doanh nghip gim c phn no chi ph qung co ca mnh - Marketing truyn ming c thc hin. Do doanh nghip cn tp trung vo cc bin php chm sc khch hng, gi c mc tho mn thng xuyn cho khch hng bng cch to ra c ch thu nhn thng tin ngc chiu c hot ng sa cha , iu chnh nhng sai lch nhm tho mn cho khch hng. Ngoi ra, doanh nghip cng cn pht hin kp thi s thay i nhu cu c lin quan n dch v chm sc khch hng. Rt nhiu doanh nghip nhn thc c v tr quan trng ca dch v chm sc khch hng v s dng n nh mt cng c cnh tranh hiu qu. Tm li, dch v chm sc khch hng c 1 s vai tr nh sau:8
- Duy tr khch hng hin ti v to ra khch hng trung thnh - Thu ht khch hng tim nng trong trng hp khch hng cm thy hi lng.
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28 - Gim chi ph kinh doanh: Trong trng hp khch hng hi lng doanh nghip s
khng phi b ra chi ph khc phc hu qu. Theo nghin cu L Hiu[2, tr 129]: dch v chm sc khch hng l mt v kh cnh tranh quan trng: Trong trng hp nhng sn phm c cht lng v tnh nng nh nhau th vic khch hng quyt nh chn sn phm ca nh cung cp no ph thuc chnh vo yu t con ngi. Khch hng khng ch mua gii php cho sn phm h chn m cn mua c yu t cm gic khi tiu dng dch v. To c cm gic tt cho khch hng th khng ai khc ngoi chnh nhng con ngi hng ngy tip xc trc tip vi khch hng. Trong iu kin cnh tranh khc nghit th con ngi cng tr thnh yu t c vai tr ti quan trng trong vic nng cao nng lc cnh tranh.
Kh nng tng gi tr Sn phm (Product) Ci ct li ta cung cp cho khch hng (Processes) H thng hot ng h tr vic cung cp sn phm v dch v
Con ngi (People) tng tc gia nhn vin v i x vi khch hng
Kh nng khc bit ha
Thc hin (Perfomance) Cung cp sn phm ng hn, ng loi
Ngun: [10, tr 12]

Hnh 1.9 Cc yu t to nn cm nhn v cht lng dch v - Chm sc khch hng l phc v khch hng khng phi theo mun ch quan ca
doanh nghip cung ng dch v m phi theo cch m khch hng mun v phi c thng xuyn ci tin mt cch sng to.
- To s hi lng, tho mn cho khch hng, t to n tng tt cho khch hng. - Cc doanh nghip cung cp dch v phi bit coi trng tt c cc khch hng, ngay - c khch hng b i v phi n lc tp trung ginh li h.
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1.5.3. Nguyn l v phng thc chm sc khch hng Mi doanh nghip khc nhau th c sn phm, dch v khc nhau nn s c nhng khch hng khc nhau theo tng khng gian v thi gian phc v khc nhau. Mc d cch thc phc v khch hng rt a dng, phong ph nhng n u tun th theo mt s nguyn l c bn, l:
- Dch v chm sc khch hng bao gm nhng cng vic phc v khch hng theo
cch thc khch hng mun c phc v v phi c ci tin thng xuyn.
- Trong qu trnh thc hin dch v chm sc khch hng cn phi c gng vt qua
c s mong i ca h. Nh vy s to c n tng tt ni khch hng v do s gi c h. Khi khch hng khng c tho mn th h s tm n ch khc ngay khi h c th v nguy him hn l h c th ni xu doanh nghip vi nhng ngi khc. Mc hi lng hay vui sng ca khch hng ph thuc vo kt qu thc hin li ha ca doanh nghip . khch hng hi lng th nn ha t lm nhiu v tt hn mc khch hng mong i.
- Phi coi trng nhng khch hng b i v hy c gng ginh li h, bi v theo cc
nghin cu cho thy nhng khch hng b i khi quay li s tr thnh nhng khch hng rt trung thnh.
- Khi khch hng cn c gip th phi kin nhn, lng nghe, lun th hin s vui
v trong ging ni v nh mt. Khch hng lun ng v khng c thng khch hng bng l m phi dng tnh cm khch hng nhn ra ci l. Ch ha nhng g doanh nghip cho l chc chn v khng ha nhng g m doanh nghip khng chc chn hoc khng lm c.
- Vi nhng nguyn l c bn trn, thc t ngi ta tng kt c kh nhiu
phng thc, bin php phc v khch hng vt qu s mong i lm hi lng khch hng. C th c mt s phng thc c bn sau:
- Giao tip v ng x mt cch thn thin v tt p vi khch hng. N bao gm t
thi , hnh vi n nng lc ca ngi phc v. Phi lun sn sng gii p v gii quyt c hiu qu nhng thc mc, than phin, bc dc ca khch hng.
- Bit s dng c hiu qu nhng sn phm i km, nhng mn qu min ph, nhng
li khuyn hay ch dn chn thnh m bo khch hng s dng sn phm mt cch thun li nht.
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30 - Sn sng to thm nhng thun li cho khch hng nh phc v chu o hn, p
ng li khch hng khi h c yu cu khn cp, ko di thi gian phc v khi khch hng cn, to cho ni lm vic, giao dch vi khch hng khng b cn tr.
- Duy tr mi lin lc thng xuyn vi khch hng v m bo khch hng c y
thng tin v sn phm dch v s dng.

- Theo di vic thc hin nhng li ha, cam kt vi khch hng.
Vic chm sc khch hng khng ch gii hn nhng ngi nhn vin trc tip giao dch vi khch hng m bao gm ton th mi nhn vin ca doanh nghip - nhng ngi khng trc tip tip xc vi khch hng. V vy h cng cn c hun luyn c x vi khch hng mt cch ng n hn.
1.6. Dch v chm sc khch hng ti cc doanh nghip cung cp dch v vin thng, vai tr v ni dung.
1.6.1. Dch v chm sc khch hng ti cc doanh nghip cung cp dch v Vin thng Chm sc khch hng ti cc doanh nghip cung cp dch v vin thng l cc qu trnh cung cp dch v vin thng t mng li, vic h tr trong qu trnh s dng v cc cng on thanh ton vi khch hng. Cc qu trnh ny bt u t vic nghin cu th trng, qung co, tip th, t chc bn hng, h tr khch hng s dng dch v, pht hnh ha n v thu tin . Do c th v tnh cht v gi tr s dng nn dch v chm sc khch hng trong cc doanh nghip cung cp dch v vin thng c nhng nt c trng ring, l: - Do c im ca thng tin lin lc l lin tc, khng c gin on dn n dch v chm sc khch hng ca vin thng c tnh phc v thng xuyn v lin tc, c bit l khu h tr s dng dch v. Trong trng hp s c do u khch hng dn n mt lin lc hay kh khn trong vic s dng dch v th vic u tin hn c l vic nhanh chng gip khch hng khc phc s c, khi phc tnh trng s dng ca dch v tt nht cho khch hng. - Do dch v vin thng c yu cu v cng ngh cao dn n trnh phc v ca dch v chm sc khch hng cng phi cao th mi ph hp. Vic hng dn s dng
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dch v, gii p thc mc, giao dch sau bn hng... u i hi s chuyn su v vin thng v cng ngh thng tin. - Phm vi phc v ca dch v chm sc khch hng trong cc doanh nghip cung cp dch v vin thng rt rng v a dng do mng vin thng tri di trong phm vi mt vng lnh th, mt quc gia, hay trn ton th gii. C dch v phi c s quan h, phi hp vi cc cng ty ch qun dch v trong VNPT mi thc hin c nh: dch v Internet, dch v knh thu ring, dch v mng ring o Do vy trong cng tc chm sc khch hng thng gp mt s kh khn v , phi hp gia cc b phn trong VNPT, v giao tip v phi lin lc t xa khng trc tip gp khch hng c. Vic giao tip qua in thoi ngoi nhng tin li ra th cng c nhng hn ch nht nh c th d lm khch hng khng hi lng. - Hnh thc phc v ca dch v chm sc khch hng trong cc doanh nghip cung cp dch v vin thng rt phong ph. Khch hng c th c phc v trc tip thng qua cc im giao dch ca nh cung cp, hoc c th gi in n tng i hng dn c hng dn gii p cc vn cn thc mc m khng cn i ra ngoi. Khch hng cng c th c phc v thng qua mng Internet hay cc ti liu hng dn min ph. Vic thanh ton cc ph c th chuyn tin qua ngn hng hoc thanh ton trc tip (ti nh hoc ti ni giao dch ca doanh nghip cung cp dch v vin thng). - Phn ln dch v vin thng c thi gian s dng lu di, thng xuyn lin tc. Doanh thu chnh ca doanh nghip cung cp dch v vin thng l t cc khch hng thng xuyn. Vy trong chnh sch chm sc khch hng cng phi c nhng tiu chun duy tr khch hng c v c nhng tiu chun hp dn khch hng mi. - Dch v chm sc khch hng trong cc doanh nghip cung cp dch v vin thng vin thng mang phong cch phc v cao cp, cng ngh cao. V vy dch v chm sc khch hng phi c mt phong cch phc v nhit tnh, chu o v hin i mi c th to s cn bng v nng cao v th ca doanh nghip hoc trn an khch hng trong trng hp doanh nghip cn s chp nhn t pha khch hng. - Do yu cu i hi trong dch v chm sc khch hng cao dn n cc phng tin v iu kin phc v khch hng s dng dch v vin thng cng phi cao. V d t vic trang b y phng tin vn phng hin i nh my vi tnh, my in,
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in thoi, cc h thng qun l, cc thit b o kim, cc thit b phc v nh t, xe my n iu kin v giao tip u t tiu chun hin i. Khi mi c th phc v tt cho khch hng c. 1.6.2.Vai tr ca dch v chm sc khch hng trong cc doanh nghip cung cp dch v vin thng : i vi bt k mt doanh nghip no u phi thc hin tt hai nhim v quan trng l to ra khch hng v gi khch hng hin c. i vi doanh nghip cung cp dch v vin thng doanh thu pht sinh ch yu c to ra bi cc khch hng thng xuyn. Do vy, vic gi khch hng hin c bin h thnh khch hng thng xuyn, trung thnh c vai tr cc k quan trng. Dch v chm sc khch hng l cu ni gia ngi tiu dng vi dch v ca doanh nghip. Vic gi khch hng hin c bng dch v chm sc khch hng s gip doanh nghip gim chi ph, n nh sn xut v tng gi tr thng hiu trn th trng t gip doanh nghip li cun, hp dn khch hng mi s dng dch v. Nh vy, dch v chm sc khch hng ti cc doanh nghip cung cp dch v vin thng c vai tr then cht nh hng quyt nh n s thnh bi ca doanh nghip, c bit khi th trng vin thng c nhiu doanh nghip cng tham gia cung cp dch v. Tm li, vn chm sc khch hng trong mt doanh nghip l ht sc quan trng, n c th quyt nh ti s thnh cng ca doanh nghip. 1.6.3. Ni dung ch yu ca chm sc khch hng trong cc doanh nghip cung cp dch v vin thng : Hot ng chm sc khch hng rt a dng phong ph, n va mang tnh cht tru tng li va mang tnh cht hin hu. Da trn cc yu t p ng k vng ca khch hng, c th nu ni dung ca hot ng chm sc khch hng bao gm: - Cc hot ng mang li s thun tin cho khch hng s dng dch v: Cn chn a im bn hng, b tr ni bn hng, thi gian m ca ph hp v thun li cho khch hng; Hnh thc thanh ton linh hot, lp trang web gip khch hng tm hiu v dch v v thit lp ng dy nng gii p t vn cho khch hng...Cc hot ng ny u to iu kin thun li cho khch hng d dng n vi sn phm/dch v ca nh cung cp hn. - Cc hot ng lin quan n yu t con ngi cung cp dch v: l thi ,
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hnh vi, trnh , quan h ng x, k nng ca i ng nhn vin phc v. S am hiu ca nhn vin phc v v mng li vin thng, v cng ngh, v cng dng ca tng dch v, thao tc thun thc trong qu trnh cung cp dch v...c tc ng rt ln n khch hng. N lm cho khch hng c cm nhn tt hn v dch v v lm khch hng cm thy hi lng hn khi s dng dch v ca nh cung cp. - Cc hot ng h tr, chm sc khch hng khc: Bao gm cc hot ng nh tng qu khch hng, gi in nhn tin chc mng khch hng nhn dp ngy sinh nht, ngy l, ngy trng i ca khch hng hoc gi mu sn phm mi khch hng dng th. Cc hot ng ny v mt gi tr tuy nh nhng c tc dng ln trong vic tng cng mi quan h thn thit vi khch hng, lm cho khch hng thy mnh lun c cao, c quan tm. Dch v chm sc khch hng trong cc doanh nghip cung cp dch v vin thng thng c chia lm 3 giai on: trc khi bn dch v, trong khi bn dch v v sau khi bn dch v. Giai on trc khi bn dch v l giai on khch hng cha trc tip s dng dch v ca doanh nghip. Dch v chm sc khch hng trong giai on ny bao gm cc ni dung ch yu sau: - Xc nh nhim v, mc tiu ca dch v chm sc khch hng l duy tr khch hng hin c v gia tng khch hng trung thnh, gim khch hng ri b mng, to s nhn bit uy tn, hnh nh ca doanh nghip. T gp phn vo vic ti a ho li nhun cho doanh nghip. - Lm cho khch hng nhn thc r v dch v ca doanh nghip bng cch tin hnh nhng hot ng qung co, tip th gii thiu dch v, t chc cc s kin... nhm cung cp thng tin cho khch hng v dch v nh loi hnh dch v, cch s dng dch v, cc chnh sch khuyn mi, chit khu, gim gi, h tr khch hng v k thut, thit b u cui ... - a ra mt quy trnh cung cp dch v thun li v hp l nht nhm m bo dch v c cung cp ti khch hng mt cch nhanh chng, chnh xc, chuyn nghip. Giai on trong khi bn dch v l giai on khch hng trc tip s dng dch v ca doanh nghip. Giai on ny bao gm mt s ni dung chnh sau: Qun l khch hng, cc loi nhu cu ca khch hng, t c th phn loi khch
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hng , nhu cu ca khch hng c nhng phng php gii quyt cho ph hp, tho mn tt nht nhu cu ca tng i tng khch hng. - Qun l v tin v thi gian p ng dch v ca doanh nghip vi khch hng. Trong qu trnh s dng dch v nu khch hng c s c hoc chnh bn thn dch v cung cp xy ra s c th phi nhanh chng gii quyt s c trong thi gian nhanh nht nhm tho mn nhu cu ca khch hng. - Tnh chnh xc ca h thng trong quy trnh giao dch, trong thng tin khch hng nhn c, thng tin phn hi ca khch hng cho doanh nghip. - Tho mn cc nhu cu ti ch ca doanh nghip, l vic gii quyt ngay lp tc cc nhu cu pht sinh ca khch hng trong qu trnh nhn vin giao dch tip xc vi khch hng. - Xc nh cc dch v ph h tr cho vic thc hin giao dch c tt hn. Giai on sau khi bn dch v l giai on x l cc vn lin quan n qu trnh s dng dch v ca khch hng. Mc ch nhm duy tr cc khch hng s dng dch v, cng c nim tin cho khch hng ang s dng dch v. Dch v chm sc khch hng trong giai on ny bao gm: - X l v cung cp thng tin phn hi cho khch hng nh gii p thng tin, gii quyt tr ngi ca khch hng thng qua nhn vin giao dch v h thng tng i. - Gii quyt khiu ni ca khch hng mt cch chnh xc, ng n v thu o khch hng thy rng nhng vn mnh a ra c quan tm gii quyt mt cch nhanh chng, kp thi. - Cc cng tc lin quan n con ngi, k thut v thng tin phn hi nhm gip khch hng c tho mn trong khi s dng dch v nh: T chc i ng nhn vin h tr k thut cho khch hng m bo thng tin thng xut thng xuyn, lin tc, nhanh chng khc phc s c mt thng tin cho khch hng, h tr khch hng s dng dch v mt cch nhanh nht. - Cc hot ng nhm duy tr v cng c nim tin cho khch hng nh: t chc hi ngh khch hng, t chc cc s kin cho mng khch hng mi theo mt mc no , cc chng trnh tng qu (thng qua hnh thc gim gi s dng dch v, chc mng nhn dp cc s kin trng i ca khch hng, nhn dp L, Tt ..), ...Cc hot ng ny gip cho khch hng thy mnh c quan tm hn v c nhng li ch m khi s dng dch v ca doanh nghip khc khng c.
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- Hot ng thu thp thng tin phn hi v mc hi lng ca khch hng khi s dng dch v ca doanh nghip, v kt qu nhng hot ng m dch v chm sc khch hng tin hnh. T pht hin nhng tn ti cn khc phc. Nhng thng tin phn hi c th hin qua s khch hng gia nhp mng, t l khch hng ri mng v mc s dng dch v ca khch hng. - Tng cng kim tra cht lng dch v (cht lng mng li, cht lng thit b, cc ch tiu dch v cng b...), mc hp l ca quy trnh cung cp dch v, vn cn tn ti v nghin cu cch thc i th cnh tranh ang thc hin, iu tra mc hi lng t pha ngi s dng. T c nhng thay i trong quy trnh cung cp dch v cho ph hp theo hng to thun li nht cho khch hng, nhm nng cao hn na cht lng ca dch v chm sc khch hng ca doanh nghip.
1.7. Cc nhn t nh hng n cht lng dch v chm sc khch hng trong cc doanh nghip vin thng
Cht lng dch v chm sc khch hng trong doanh nghip cung cp dch v vin thng b nh hng bi 3 yu t c bn, l: - Mi trng vt cht ca dch v gm phng tin, thit b cung cp dch v, iu kin mt bng, nh ca, cc tin nghi h tr dch v ... - Cht lng t chc cung cp dch v chm sc khch hng bao gm cc yu t: phng thc t chc, qun l iu hnh, ch chnh sch ca doanh nghip i vi hot ng chm sc khch hng. - Cht lng cng tc chuyn giao dch v l yu t tc ng trc tip n cht lng dch v chm sc khch hng, quyt nh mc tho mn yu cu ca khch hng. N th hin qua hai yu t l kin thc dch v v k nng giao dch. Kin thc sn phm l s hiu bit, thng tho v dch v c th phc v khch hng tt hn. Cn k nng giao dch l nhng biu hin giao tip bn ngoi nh li ni, hnh vi, nh mt, kh nng thng thuyt, m phn...nhm tn dng ti a mi c hi c th a giao dch n thnh cng. Mt nghin cu ca Technical Asistans Research Program- TARP v vic khch hng b i c tin hnh v kt qu nh sau:
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Qua i 1% Chuyn ch 3% C ccquan t khc m 5%
B i th li ko 9% Khngth a m n v i S P 14%
Nhn vin phc v khng tt 68%
Ngun: Technical Asistans Research Program- TARP [18, tr 65] Hnh 1.10 Ti sao khch hng b ta Trong s tt c cc khch hng ri b doanh nghip, 4% ra i vi nhng li phn nn v khiu ni, 96% cn li b i lng l v 91% trong s 96% s khng bao gi quay li vi doanh nghip. L do khch hng b ta nh sau: - 3% l do x hi nh thay i ni ... - 5% do c mi quan h mi hoc bn b mt doanh nghip khc - 9% do cnh tranh nh gi, gi tr s dng ca hng ho dch v ch khc tt hn. - 14% do khng tho mn vi sn phm v h tin rng sn phm ca mt doanh nghip khc tt hn. - 68% khch hng ri b doanh nghip v khng c coi trng. Nh vy phn ln khch hng ra i v thiu s chm sc t doanh nghip, khng c quan tm ng mc, thiu nhng hnh ng th hin s ghi nhn v cm n nhng gi tr m h em n cho doanh nghip.
1.8. Cc tiu ch nh gi cht lng dch v chm sc khch hng.

Da trn cc yu t p ng k vng v s tho mn ca khch hng, c th nh gi cht lng ca hot ng chm sc khch hng bao gm: - Cc hot ng mang li s thun tin cho khch hng s dng dch v: Hnh thc
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thanh ton cc, t chc knh thu cc, h tr gii quyt s c khi cung cp dch v. - Cc hot ng lin quan n yu t con ngi cung cp dch v: l thi , hnh vi, trnh , quan h ng x, k nng ca i ng nhn vin phc v. - Cc hot ng h tr, chm sc khch hng khc: Bao gm cc hot ng nh tng qu khch hng, gi in nhn tin chc mng khch hng nhn dp ngy sinh nht, ngy l, ngy trng i ca khch hng (cc chnh sch kinh t dnh khch hng) theo bng hi vi cc tiu ch nh gi sau: 1.8.1. nh gi ca khch hng v cht lng dch v chm sc khch hng bn ngoi ca VNPT Nam nh Bng 1.1 Bng tiu ch nh gi chm sc khch hng bn ngoi TT 1 Cc cu hi nh gi cht lng k thut.
nh gi (cm nhn) ca khch hng v cht lng dch v do VNPT Nam nh cung cp 2 2.1 nh gi cht lng chc nng (cht lng chm sc khch hng) Theo yu t con ngi nh gi ca khch hng v thi phc v ca
nhn vin Vin thng Nam nh khi giao tip vi khch hng Cc chnh sch h tr nh gi ca khch hng v cc chnh sch kinh t chm sc khch hng ca Vin thng Nam nh cho cc dch v nh gi hot ng mang li s thun tin Thi gian khc phc s c mt lin lc ca Vin thng Nam nh i vi cc dch v khch hng ang s dng Hnh thc thanh ton cc vin thng hin nay i vi khch hng Nhu cu ca khch hng v hnh thc thanh ton cc vin thng T l %
Mc hi lng
- Tt - Chp nhn c - Khng chp nhn c
- Nim n, nhit tnh - Chp nhn c - Khng th chp nhn c - Tt - Chp nhn c - Km hp dn - Ln hn 1 ngy - 1 ngy - 4 gi lm vic - ph hp - Cha ph hp - Thanh ton ti nh - Thanh ton ti ca hng - Thanh ton qua ngn hng
2.2
2.3
1.8.2. nh gi nng lc v hiu qu ca khch hng ni b ti VNPT Nam nh.
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Trong hnh 1.10 cho thy c ti 68% khch hng ri b doanh nghip l do phc v khng tt, nh vy song song yu t sn phm, gi c, s thun tin th yu t con ngi ht sc quan trong trong vic cu thnh cht lng dch v. Theo CRM Vit Nam, By tiu ch di y nh gi thc trng nng lc v hiu qu khch hng bn trong ca doanh nghip ng thi l tiu ch xc nh thc trng cht lng chm sc khch hng bn trong ca doanh nghip t doanh nghip nhn ra nhng im mnh v im yu trong ni b ca chnh mnh.
Bng 1.2
Bng tiu ch nh gi nng lc v hiu qu khch hng bn trong TT

1
Cc ni dung nh gi
nh gi v s thn thin ca nhn vin ni chung trong ni b n v v vi khch hng.
Mc cht lng
- Rt thn thin - Bnh thng - Khng thn thin - Tt - Chp nhn c - cha tt - Nhit tnh - Chp nhn c - cha nhit tnh - Rt lng nghe - bnh thng - khng lng nghe - Tn trng - bnh thng - khng tn trng - Rt ng hn - bnh thng - khng ng hn - c t mc tiu - Nhn vin khng bit - khng t mc tiu
T l %
nh gi v K nng giao tip ca nhn vin.
nh gi v s nhit tnh v sn sng h tr khch hng ca nhn vin. nh gi v s lng nghe ca nhn vin t khch hng. nh gi v nhn vin c tn trng thi gian ca khch hng khng nh gi v nhn vin c thc hin yu cu ca khch hng ng hn khng nh gi ca Lnh o v nhn vin ph trch chm sc khch hng v nhn vin c t mc tiu phn u khng
CHNG II
THC TRNG CHT LNG DCH V CHM SC KHCH HNG TI VNPT NAM NH
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2.1 Khi qut th trng vin thng Vit Nam, th trng vin thng Nam nh
2.1.1 Khi qut v th trng vin thng Vit Nam Ngnh Bu in Vit Nam ra i cch y 64 nm nhng pht trin bng pht ch trong hn 10 nm gn y khi t nc m ca nn kinh t t kinh t tp trung bao cp sang kinh t hng ho v tin ti kinh t th trng. S tng trng kinh t nhanh (GDP) t nm 2004-2008 tng bnh qun khong 7%/nm, i sng vt cht v tinh thn ca nhn dn c ci thin. S kin Vit Nam gia nhp WTO v mc nm 2008, GDP u ngi ca Vit nam vt qua ngng 1.000 USD/ngi/nm m ra cho cc doanh nghip kinh doanh dch v Vin thng Cng ngh thng tin th trng Vin thng tim nng rt ln. Nhu cu s dng cc dch v vin thng ngy cng tng. Vin thng l phng tin hin i v thun li nht phc v vic trao i thng tin gia mi ngi cc quc gia khc nhau, cc vng lnh th khc nhau trong mt nc... v vy n cng l nhp cu kt ni thng tin. y l mt nguyn nhn chnh to c hi cho s pht trin ca ngnh Vin thng Vit nam. Xu hng hi nhp ca kinh t quc t ca mi quc gia lm cho thng mi quc t, thng mi in t c y mnh, nh cu tm hiu v kt ni dn n bng n nhu cu s dng dch v vin thng trn ton th gii. Vit Nam gia nhp t chc thng mi th gii WTO va l c hi nhng cng l thch thc cho cc doanh nghip vin thng Vit Nam. Trong m phn gia nhp WTO dch v vin thng chu sc p m ca rt ln. Vit Nam phi cam kt m ca th trng dch v vin thng cc nh u t nc ngoi vo u t ti Vit nam. V vy nhiu doanh nghip mi xut hin to nn s cnh tranh gay gt trn th trng Vin thng. Trn th trng vin thng Vit nam tnh n cui nm 2008 c trn 20 nh cung cp dch v vin thng, in hnh l Tp on Bu chnh Vin thng Vit Nam (VNPT), Cng ty c phn bu chnh vin thng Si gn (SPT), Tng cng ty vin thng qun i (Viettel), Cng ty thng tin vin thng in lc (EVN Telecom), Cng ty c phn vin thng H ni (HT Telecom), Tng cng ty Vin thng tan cu (Gtel), Cng ty c
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phn FPT (FPT), Cng ty vin thng hng hi (Vishipel), Tng cng ty truyn thng a phng tin VTC.... Tuy nhin VNPT vn l doanh nghip ch lc trn th trng. VNPT ngoi nhim v sn xut kinh doanh cn c nhim v m bo cc dch v cng ch cho cc vng su, vng xa, bin gii, hi o v cc d n khc ca chnh ph nh ph cp in thoi, internet ti nng thn Hin nay 100% s x trn ton quc c in thoi, 100% cc trng i hc, cao ng, hu ht cc trng trung hc ph thng c kt ni internet. Bng 2.1 Bng mt s ch tiu kt qu ca ngnh vin thng Vit nam S T T 1 2 3 3 4 Ch tiu Tng s my trn mng (triu my) Mt my in thoi trn 100 dn % s x c in thoi trn ton quc Tng doanh thu ( nghn t ng) Np ngn sch ( nghn t ng ) Nm 2004 9,9 12 97,5 33,18 4,62 Nm 2005 15 16 100 33,78 5,14 Nm 2006 27,46 32,57 100 38,33 6,3 Nm 2007 47,8 53 100 66,8 9,2 Nm 2008 79,1 92,5 100 93 11
Ngun: [13] Theo d bo n nm 2010, th phn ca cc doanh nghip mi ngoi VNPT s t khong 40-50%. Cc doanh nghip vin thng Vit nam c to iu kin pht trin v khai thc c hiu qu th trng trong nc, m rng kinh doanh ra nc ngoi v thc hin ng l trnh gim cc do b Thng tin v truyn thng cam kt. Cc doanh nghip vin thng trong nc phi nng cao c nng lc, to th ch ng chun b bc vo mi trng cnh tranh mi y kh khn v c cc doanh nghip nc ngoi vo u t. Trn thc t cho thy trong nhng nm gn y tc tng trng ca ngnh vin thng Vit nam c xp vo hng th 2 th gii (sau Trung quc). 2.1.2 Khi qut th trng vin thng tnh Nam nh. 2.1.2.1. c im t nhin, kinh t x hi tnh Nam nh Nam nh nm nam chu th sng Hng, din tch 1.649,86 km2, cch th H Ni 90 km v pha nam theo quc l 1 v quc l 21. Pha ty bc gip tnh H Nam, pha ng gip tnh Thi Bnh, pha ty nam gip tnh Ninh Bnh, pha ng nam gip vi
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bin ng. Tnh Nam nh c 10 n v hnh chnh gm 1 thnh ph v 9 huyn. Dn s tnh Nam nh nm 2008 l 1.991.191 ngi, mt dn s trung bnh l 1.207 ngi/km2. S dn thnh th chim khong 16,85% dn s ton tnh. So vi cc tnh trong khu vc th Nam nh c mt dn s kh cao, y l iu kin tt kinh doanh cc dch v vin thng c hiu qu. Nam nh l tnh c truyn thng trng la nc, dt la um t, c 72 km b bin ko di thun li cho cc ngnh nui trng thu hi sn v nh bt c. Nam nh c cc khu di tch lch s tm c quc gia nh khu di tch Trn (n Trn Hng o), khu ph dy, cha c L , khu bo tn thin nhin t Ngp Nc Xun Thu (khu Ramsa) v 2 bi bin Qut Lm v Hi thnh l iu kin thun li cho pht trin kinh t du lch tm linh kt hp vi du lch sinh thi. Trong nhng nm qua, Nam nh ginh nhiu thnh tu quan trng, to cho cc bc tng tc trong thi k y mnh cng nghip ho hin i ho ca tnh. Tnh Nam nh c tc tng trng kinh t mc kh, bnh qun 5 nm (2003-2007) tng 9,2%. Nm 2007 tng sn phm trong tnh (GDP-gi c nh nm 1994) c t 7.953,7 t ng, tng 11,5% so vi nm 2006. GDP bnh qun u ngi nm 2007 t 7,35 triu ng/ngi/nm. (nm 2006 t 6,2 triu ng/ngi) C cu kinh t: nng, lm, thu sn nm 2006 t 32,15% n nm 2007 gim dn v t 29,61%. Cng nghip xy dng nm 2006 t 31,99% n nm 2007 tng dn v t 35,13%. Dch v nm 2006 t 35,86% n nm 2007 t 35,26%. 2.1.2.2 Mc tiu pht trin kinh t x hi ca tnh Nam nh n nm 2015 * Mc tiu tng qut: Phn u a kinh t ca tnh Nam nh c bc pht trin nhanh v bn vng, c cu kinh t chuyn dch theo hng cng nghip dch v, c mng li kt cu h tng kinh t x hi tng bc hin i, h thng th tng i pht trin, cc lnh vc vn ho x hi tin tin, i sng nhn dn c nng cao tng bc a Nam nh tr thnh mt trong nhng tnh c trnh pht trin mc kh ca vng ng bng sng Hng. * Mc tiu c th Tc tng trng GDP bnh qun giai on 2006-2010 khong 12%/nm. Trong khu vc nng lm ng nghip tng khong 3,5%/nm, cng nghip v xy dng tng bnh qun khong 20%/nm v khu vc dch v tng bnh qun khong 10,8%/nm. Thi k 2010-2015 mc tng trng kinh t l 12,5%/nm v khong 13%/nm trong
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thi k 2016-2020. Chuyn dch mnh c cu kinh t n nm 2010 t trng cc ngnh nng lm ng nghip cn khong 21%/nm, cng nghip chim khong 43%/nm, khu vc dch v chim khong 36%/nm. n nm 2015 cc t l tng ng l: 13%, 51% v 36%. n nm 2020 t trng nng lm ng nghip gim xung cn khong 8%, cng nghip xy dng t khong 54% v dch v mc khong 38%. GDP bnh qun u ngi t khong 12,4 triu ng nm 2010, khong 26 triu ng nm 2015 Tng thu ngn sch nhm m bo cc nhim v chi ca tnh v tng bc phn u c tch lu. Phn u tc thu ngn sch trn a bn tng 18-20%/nm. V cng nghip: trong giai on t nay n nm 2010 d kin pht trin 7 khu cng nghip: khu cng nghip Ho X, khu cng nghip M Trung, khu cng nghip Bo Minh, khu cng nghip Thnh An, khu cng nghip Trung Thnh ( Yn 2), khu cng nghip Ngha An, khu cng nghip Hng Tin ( Yn 1), giai on 2010-2015 d kin pht trin 5 khu cng nghip: khu cng nghip M Thun, khu cng nghip Thnh Long, khu cng nghip Ngha Bnh, khu cng nghip Xun Kin, khu cng nghip Hin Khnh. 2.1.2.3 Khi qut th trng vin thng tnh Nam nh Qua phn tch tnh hnh kinh t x hi tnh Nam nh cho thy tc tng GDP ca Nam nh tng cao (giai on 2003-2007 t 9,2%, c cu GDP ang dch chuyn sang cc ngnh cng nghip, dch v). Mc tiu tng trng GDP bnh qun giai on 2006-2010 khong 12%/nm. Thi k 2010-2015 mc tng trng kinh t l 12,5%/nm v khong 13%/nm trong thi k 2016-2020. Chuyn dch mnh c cu kinh t n nm 2010 t trng cc ngnh dch v chim khong 36%/nm. Song song kinh t x hi pht trin mnh v cng ngh bng pht l mi trng tt cho cc ngnh kinh doanh dch v pht trin trong dch v Vin thng cng ngh thng tin l mt trong nhm dch v u tu pht trin kinh t t nc. i i vi s pht trin ca th trng vin thng Vit Nam, th trng vin thng ti tnh Nam nh trong thi gian qua cng c s pht trin bng pht. n nay c 6 doanh nghip c cp php cung cp dch v vin thng ti tnh Nam nh, gm Tp on bu chnh vin thng Vit nam (VNPT) i din l Vin thng Nam nh (VNPT Nam nh), Cng ty thng tin Vin thng in lc (EVN Telecom), Tng cng ty vin thng Qun i (Viettel), Cng ty c phn vin thng H ni (HT Telecom), Cng ty c phn bu
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chnh vin thng Si gn (SPT). Gtel ang gp rt u t h tng sm gia nhp th trng ti Nam nh vo cui nm 2009 u nm 2010. V cnh tranh trn th trng in thoi c nh gm VNPT Nam nh , Cng ty thng tin Vin thng in lc (EVN Telecom), Tng cng ty vin thng Qun i (Viettel). V cnh tranh trn th trng bng rng (internet): Vin thng Nam nh (VNPT Nam nh), Viettel Nam nh. V cnh tranh trn th trng di ng gm c 6 doanh nghip u cung cp dch v in thoi di ng. Thc trng cc doanh nghip kinh doanh dch v vin thng ang ch trng cnh tranh v gi vi hng lot cc t gim gi v khuyn mi trin min thu ht khch hng mi ch cha quan tm nhiu n vic nng cao cht lng dch v c bit l cht lng chm sc khch hng gi khch hng trn mng v to ra khch hng trung thnh. T thc t trn to ra nhiu lp khch hng o tiu dng nhiu dch v ca nhiu nh cung cp khc nhau nn khi gi v s a dng sn phm tin ti ngng ti u th tim n nguy c khch hng ri mng cao khi cht lng chm sc khch hng khng c ch trng. T xu hng trn kt hp vi s yu km trong cng tc truyn thng to ra k vng o v cht lng dch v v Khch hng rt kh la chn cho mnh mt nh cung cp c li ch thc s ph hp vi k vng ca c nhn dn n khch hng c nhiu la chn m doanh nghip khng xc nh c lp khch hng mc tiu nn tim n nguy c xu cho tnh hnh kinh doanh ca cc doanh nghip trong thi gian ti. C hi cho doanh nghip no sm ch trng cng tc chm sc khch hng s dnh chin thng. Trn th trng vin thng Nam nh, cc khch hng nh, khch hng c nhu cu s dng t, khng mang tnh thng xuyn, vic s dng dch v vin thng khng i hi cht lng cao th thng h chn nh cung cp l Vietel hoc EVN Telecom v gi r hn, khuyn mi hp dn hn. Cn cc khch hng, doanh nghip ln nh ngn hng, Kho bc, cc c quan ca ng v Chnh quyn a phng, cc doanh nghip ln, cc doanh nghip ti cc khu cng nghip, cc c nhn, h gia nh... nhng n v i hi c chnh xc cao, cht lng dch v phi cao, tnh n nh ca thng tin phi m bo th chn VNPT Nam nh. Nhng ni vng su, vng xa phi VNPT Nam nh v
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ti ch c VNPT Nam nh mi p ng c nhu cu do nng lc mng li rng khp ton tnh.

Bng 2.2 H tng vin thng mng in lc Nam nh
H tng Trm thu pht sng (BTS) H thng cp quang (km)
Nm 2006 18 166,7
Nm 2007 11 5,5
Nm 2008 11 73,2
6 thng u nm 2009 0 0
Ngun: Phng K thut - TTVT in lc Nam nh

Bng 2.3 Th phn thu bao in thoi c nh khng dy
Doanh nghip in lc Nam nh Viettel Nam nh Vin thng Nam nh
Nm 2006 100% 0% 0%
Nm 2007 80% 13,6% 6,4%
Nm 2008 44% 35% 21%
6 thng u nm 2009 27% 47% 26%
Ngun: S Thng tin v truyn thng Nam nh
Bng 2.4 Th phn thu bao in thoi di ng
Doanh nghip in lc Nam nh Viettel Nam nh
Nm 2006 1,5% 53,2%
Nm 2007 0,97% 55,1%
Nm 2008 0,72% 55,54%
6 thng u nm 2009 0,51% 55,66%
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45 Vin thng Nam nh Mobiphone Nam nh SP (ti th trng Nam nh) 32,12% 12,95 1,73% 32,37% 10,75% 0,69% 36,08% 7,26% 0,40% 36,22% 7,37% 0,22%
Ngun: S Thng tin v truyn thng Nam nh Bng 2.5 Th phn dch v thu knh ring
Doanh nghip in lc Nam nh Vin thng Nam nh
Nm 2006 0% 100%
Nm 2007 3,3% 96,7%
Nm 2008 2,3% 97,7%
6 thng u nm 2009 1,76% 98,2%
Bng 2.6 Th phn dch v VoiP
Doanh nghip in lc Nam nh Viettel Nam nh Vin thng Nam nh
Nm 2006 0% 0% 100%
Nm 2007 5% 0% 95%
Nm 2008 5% 1% 94%
6 thng u nm 2009 4% 6% 90%
Bng 2.7 Kh nng cung cp dch v ca Viettel Nam nh Dch v cung cp in thoi c nh khng dy a bn cung cp Ton tnh
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46 in thoi di ng Dch v Internet bng rng ADSL Dch v VoiP Ton tnh Thnh ph, Th trn huyn Ton tnh
Bng 2.8 H tng ca Viettel Nam nh Nm 2006 39 320 Nm 2007 87 427 Nm 2008 172 739 6 thng u nm 2009 240 1.127
Bng 2.9 Th phn thu bao ca Viettel Nam nh
Th phn dch v (%) in thoi c nh khng dy in thoi di ng Dch v Internet ADSL Dch v VoiP
Nm 2006 0% 53,2% 0% 0%
Nm 2007 13,6% 55,1% 3,1% 0%
Nm 2008 35% 55,54% 4,2% 1%
6 thng u nm 2009 47% 55,66% 4,27% 6%
Bng 2.10 Kh nng cung cp dch v ca VNPT Nam nh
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47 Dch v cung cp Dch v in thoi c nh c dy in thoi c nh khng dy Gphon in thoi di ng Dch v Internet bng rng ADSL Dch v VoiP a bn cung cp Ton tnh Ton tnh Ton tnh Ton tnh Ton tnh
Bng 2.11 H tng ca VNPT Nam nh Nm 2006 65 297 Nm 2007 88 378 Nm 2008 113 487 6 thng u nm 2009 136 584
Ngun: Vin thng Nam nh
Bng 2.12 Th phn thu bao ca VNPT Nam nh

Dch v Nm 2006 Nm 2007 Nm 2008 6 thng u nm 2009
in thoi c nh c dy in thoi c nh khng dy GPhone in thoi di ng Dch v Internet ADSL
100% 0% 32,12%
100% 6,4% 32,37% 96,9%
100% 21% 36,08% 95,8%
100% 26% 36,22% 95,73%
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48 Dch v VoiP Dch v thu knh ring 100% 100% 95% 96,7% 94% 97,7% 90% 98,24%
2.2 Gii thiu v VNPT Nam nh

2.2.1 Qu trnh hnh thnh v pht trin ca VNPT Nam nh Bu in Vit Nam c thnh lp vo ngy 15 thng 08 nm 1945, tri qua 64 phn u v trng thnh cng cc nt son lch s t nc, Ngnh Bu in Vit Nam ng gp to ln cho thnh qu ca cch mng. Trong thi chin l n v h tr c lc cho cc lc lng v trang bo v t quc. Trong thi bnh l n v kinh t ch lc ca t nc i trc n u ng dng khoa hc cng ngh mi vo sn xut kinh doanh, tin phong hi nhp v cnh tranh quc t khi chng ta m ca th trng v gia nhp WTO. T truyn thng qu bu , Tp on Bu chnh Vin thng Vit Nam (VNPT) l mt trong nhng n v ch o ca ngnh Bu in Vit Nam tip tc vn vai ng dy pht huy th mnh ca mnh thc hin nhng nhim v ca ng v nh nc giao cho. Vin thng Nam nh hay vit tt l VNPT Nam nh c tn giao dch quc t l Namdinh Telecommunications, tin thn l Bu in tnh Nam nh (c), c thnh lp t 1/1/2008 theo quyt nh s 655/Q-TCCB/HQT ngy 06/12/2007 ca Tp on Bu chnh Vin thng Vit nam (VNPT) khi thc hin phng n i mi phng thc sn xut kinh doanh ca Tp on Bu chnh Vin thng Vit Nam. VNPT Nam nh l n v kinh t trc thuc VNPT, hch ton ph thuc VNPT. VNPT Nam nh c k tha quyn, ngha v php l v li ch hp php v dch v vin thng v cng ngh thng tin ca Bu in tnh Nam nh c theo qui nh ca php lut. Phm vi hot ng ca Vin thng Nam nh bao gm ton b a bn tnh Nam nh. Nh vy VNPT Nam nh c k tha truyn thng 64 nm ca ngnh Bu in Vit nam ni chung v ca VNPT ni ring. VNPT Nam nh k tha mng li vin thng hin i tri u v rng khp trn ton tnh Nam nh. Vi Nng lc hin ti h tng vin thng ca VNPT Nam nh tng i hin i v ng b vi vic s ha mng
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vin thng t nm 1992 n nay c 3 tng i HOST in thoi k thut s, trn 120 trm chuyn mch v tinh vi hn 300.000 line thoi; h thng truyn dn c cp quang ha trn ton tnh vi gn 300 km cp quang, trn 7.300km cp ng cc loi; h thng trm thng tin di ng BTS c trn 150 trm. H thng kt ni Internet ADSL ph u ti tt c cc x trong ton tnh vi dung lng ln ti 50.000 port. Hn 64 nm qua, VNPT Nam nh t ho l n v cung cp cc dch v vin thng hin i s 1 ti tnh Nam nh, c bn p ng c nhu cu phc v s ch o ca ng, Nh nc, cc c quan chnh quyn a phng, p ng c nhu cu pht trin kinh t, x hi, an ninh quc phng v nhu cu thng tin ni chung cho nhn dn a phng. VNPT Nam nh t c nhiu thnh qu trong sn xut kinh doanh c ng v nh nc trao tng nhiu bng khen cao qu, c phong tng Anh Hng lc lng v trang nhn dn, Anh hng thi k i mi c bit c gn 300.000 khch hng trn ton tnh Nam nh tin dng dch v ca VNPT Nam nh v thng hiu VNPT Nam nh c khng nh trong tm tr ngi tiu dng tnh Nam nh. 2.2.2 Chc nng nhim v v lnh vc hot ng ch yu ca VNPT Nam nh VNPT Nam nh c Tp on Bu chnh Vin thng Vit Nam giao nhim v : - T chc, xy dng, qun l, vn hnh, lp t, khai thc, bo dng, sa cha mng vin thng trn a bn tnh Nam nh. - T chc, qun l, kinh doanh cc dch v VT-CNTT. - Sn xut, kinh doanh, i l vt t, thit b VT-CNTT.. - Kho st, t vn, thit k, lp t, bo dng cc cng trnh VT-CNTT. - Kinh doanh dch v qung co, dch v truyn thng. - Kinh doanh bt ng sn, cho thu vn phng. - T chc phc v thng tin t xut theo yu cu ca cp y ng, chnh quyn a phng v cp trn. B my t chc ca VNPT Nam nh c chia thnh 2 khi chnh nh sau: Khi chc nng l khi u no ca VNPT Nam nh c nhim v t chc, qun l, iu hnh mi hot ng sn xut kinh doanh ca n v; Chu trch nhim v mi mt i vi Tp on bu chnh vin thng Vit nam, khi chc nng gm: - T Tng hp - Phng T chc- Cn b - Lao ng - Phng u t-XDCB
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- Phng K ton - Thng k - Ti chnh - Phng K hoch - Kinh doanh - Phng Mng - Dch v v Tin hc - Phng Hnh chnh - Qun tr Khi n v sn xut c nhim v qun l, khai thc kinh doanh mng li vin thng khu vc hnh chnh tng huyn, thnh ph gm: Trung tm Vin thng thnh ph Nam nh Trung tm Dch v Khch hng Trung tm Vin thng Giao Thu Trung tm Vin thng Hi Hu Trung tm Vin thng Xun Trng Trung tm Vin thng Trc Ninh Trung tm Vin thng Ngha Hng Trung tm Vin thng Nam Trc Trung tm Vin thng M Lc Trung tm Vin thng V Bn Trung tm Vin thng Yn
VIN THNG NAM NH
Phng Mng & DV - TH
Phng K hoch Kinh doanh
Phng T XDCB
Phng TC-CBL
Phng K ton -TK-TC
T Phng HC- QT Tng hp
Trung tm Vin thng thnh ph Nam nh T Kinh t k hoch T Tng hp (K thut, TCHC) i OMC VT h 1 & i bo dng CTT,119 Cc t bo dng, sa chady my 1,2,3,4 T Qun l
Trung tm Dch v Khch hng
Trung tm Vin thng cc huyn
T Kinh doanh tip th & CSKH T thu cc ph
T Qun l
T dch v k thut
Cc trm Vin thng khu vc Cc ca hng i l Vin thng
T 1080
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Hnh 2.1
Ngun: VNPT Nam nh
M hnh t chc ca VNPT Nam nh Hin nay VNPT Nam nh ang cung cp cc loi hnh dch v vin thng gm: - Dch v in thoi c nh c dy: l dch v in thoi hu tuyn c nh s dng cng ngh k thut s, cho php ngi s dng dch v lin lc c vi mi my in thoi mi ni trn th gii min l c kt ni vi mng in thoi ca Vit nam, nhng khng di ng c. - Dch v in thoi c nh khng dy G-phone: . - Dch v in thoi di ng tr trc v tr sau (Vinaphone v MobiFone). - Dch v MegaVNN (Internet ADSL). - Dch v thu knh ring. - Dch v mng in thoi ni b IP-Centrex. - Dch v mng ring o IP VPN/MegaWAN. - Cung cp cc loi th vin thng tr trc ca VNPT (cc loi th tr trc ca mng di ng Vinaphone, MobiFone, th Internet) Trong cc loi hnh dch v vin thng ni trn c phn ra thnh cc dch v c bn gm: - Dch v in thoi ni ht - Dch v in thoi ng di trong nc. - Dch v in thoi di ng - Dch v in thoi quc t - Dch v kt ni mng ring. - Dch v kt ni mng Internet ton cu. - Dch v truyn s liu. - Dch v truyn a hnh nh, m thanh (truyn hnh). Cc dch v gia tng trn nn mng in thoi k thut s gm: - Quay s rt gn - Bo thc t ng - Thng bo i vng - Chuyn tip cuc gi tm thi - Thng bo cuc gi n trong khi m thoi - Dch v in thoi ba bn
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- Dch v Bt gi cuc gi - To nhm lin t - Hin th s ch gi - Dch v Nhn tin di ng v c nh - Dch v thng tin kinh t x hi 1080 - Dch v hp th thng tin 801108 - Dch v t vn 1088 - Dch v min cc ngi gi 1800 - Dch v Thng tin, Gii tr, Thng mi 1900 Sn phm dch v ca VNPT Nam nh l kt qu ca mt chui cc hot ng thng nht trong ton b dy truyn sn xut. Sn phm sn xut ra khng nhng l ca tp th ngi lao ng trong VNPT Nam nh m cn c s tham gia ca cc n v khc trc thuc Tp on Bu chnh Vin thng Vit Nam hoc ca cc doanh nghip vin thng khc mi to ra c sn phm dch v hon chnh. Sn phm ca VNPT Nam nh l dch v vin thng lm tho mn nhu cu ca khch hng. Qu trnh sn xut v tiu th sn phm din ra ng thi khi c nhu cu ca khch hng. Sn phm khng c ph phm v l loi sn phm tiu dng mt ln. Do tnh cht v c im ca Ngnh nn sn phm ca VNPT Nam nh lun phi m bo cht lng, khng c th phm v sai st phi mc thp nht. 2.2.3 Nng lc h tng kinh doanh ca VNPT Nam nh V thit b chuyn mch: VNPT Nam nh hin c 45 tng i gm 3 HOST v 42 v tinh vi tng dung lng lp t ton mng trn 300.000 lines. V mng truyn dn: VNPT Nam nh hin c 7.370 nghn km cp ng v 268 km cp quang, c t chc thnh 14 vng ring cng vi 54 trm truy nhp quang . H thng trm thng tin di ng BTS: c trn 150 trm. H thng kt ni Internet ADSL : ph ti tt c cc x vi dung lng 50.000 port. Vi nng lc h tng hin c, Vin thng Nam nh t ho l n v cung cp cc dch v vin thng hin i s 1 ti tnh Nam nh, c bn p ng c nhu cu phc v s ch o ca ng, Nh nc, p ng c nhu cu pht trin ca kinh t, x hi v nhu cu thng tin ni chung cho nhn dn a phng. Bn cnh , VNPT Nam nh cn l n v cho cc doanh nghip vin thng khc thu li c s h tng kinh doanh cc dch v vin thng trn a bn.
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Bng 2.13 Bng thng k nng lc h tng kinh doanh ca Vin thng Nam nh Hin trng mng truyn dn TT Khu vc S m cp ng 1 2 3 4 5 6 7 8 9 10
Thnh ph Nam nh Huyn Hi Hu Huyn Giao Thu Huyn Xun Trng Huyn Ngha Hng Huyn Nam Trc Trc Ninh Huyn V Bn Huyn Yn Huyn M Lc
S trm v tinh/tng i 06 06 04 05 02 04 04 04 05 05 45 S trm truy nhp 07 07 05 03 08 07 04 05 11 02 58
S m cp quang
890.000 28.000 1.350.000 35.000 845.000 20.300 720.000 40.000 690.000 28.000 620.000 34.000 580.000 17.200 580.000 17.500 745.000 31.000 350.000 17.000 Tng cng 7.370.000 268.000 Ngun: Phng mng dch v v tin hc VNPT Nam nh
2.2.4 Kt qu tnh hnh sn xut kinh doanh ca VNPT Nam nh qua cc nm. c im hot ng sn xut kinh doanh ca VNPT Nam nh l va hot ng kinh doanh li va hot ng cng ch phc v s ch o ca ng, Nh nc v chnh quyn a phng. iu ny c th hin nh sau: V chc nng kinh doanh: VNPT Nam nh c Tp on BCVT Vit nam giao quyn qun l vn v ti sn, ng thi phi c trch nhim pht trin v bo ton vn. T chc qun l, khai thc, iu hnh, pht trin mng li v kinh doanh dch v vin thng - cng ngh thng tin theo phn cp ca Tp on, m bo thng tin lin lc thng sut cho khch hng trong phm vi ca tnh kt ni vi cc tnh khc trong nc v vi nc ngoi. Chc nng phc v: VNPT Nam nh lun m bo thng tin phc v s ch o ca cc c quan ng, nh nc, chnh quyn cc cp, phc v an ninh, quc phng. Vin thng Nam nh c nhim v phc v thng tin vin thng c nhng khu vc m nhu cu thng tin lin lc khng c nhiu nh cc vng su, vng xa, mc doanh thu khng b p chi ph. y l nhim v chnh tr rt to ln ca VNPT Nam nh gp phn thc hin ch trng ca ng v nh nc giao cho. Thc hin theo phng chm pht trin ca Tp on: ly phc v lm mc tiu v
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ly kinh doanh lm ng lc, VNPT Nam nh ang c gng tng mc phc v x hi v tng doanh thu bng cch to thm nhng dch v khc hoc nhng sn phm dch v km theo mt dch v vin thng trn mt thit b. Hot ng kinh doanh chnh ca VNPT Nam nh l kinh doanh cc dch v vin thng nh in thoi, Internet, knh thu ring, mng ring o... Bng 2.14 Mt s ch tiu kt qu sn xut kinh doanh ca Vin thng Nam nh S T T Ch tiu VT Tr.ng % My My
Thu bao Thu bao Thu bao Thu bao 1000 pht 1000 pht 1000 pht 1000 pht 1000 pht
24 994
Nm 2004
164 151
Nm 2005
205 189 25,0% 24 956
Nm 2006
222 835 8,6% 35 634
Nm 2007
239 009 7,3% 38 824
Nm 2008
255 631 7,0% 31 377
1 Tng doanh thu pht sinh Tc tng trng 2 3 4 5 6 7 My in thoi c nh pht trin mi Thu bao in thoi c nh c trn mng Thu bao Internet ADSL PT mi Thu bao Internet ADSL c trn mng Thu bao di ng tr sau pht trin mi Thu bao di ng tr sau c trn mng
97 883
122 839
158 473
197 297
228 674
253
452
1 106
6 715
9 015
253
705
1 811
8 526
17 541
3 069
3 316
1 611
1 151
580
5 989 106 670
9 305 125 651
10 916 146 658
12 067 153 566
12 647 135 451
8 in thoi ni ht 9 in thoi ni tnh 10 in thoi lin tnh 11 in thoi di ng 12 in thoi quc t
15 208
22 753
29 161
32 074
27 419
16 952
18 763
21 037
25 871
28 775
36 586
45 756
50 946
59 835
74 591
121
215
313
425
536
Ngun: [12] Bng 2.15 Bng c cu doanh thu ca VNPT Nam nh
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Nm 2004 Ch tiu
Doanh thu t TC (c dy v Gphone) Doanh thu t di ng tr sau Doanh thu t Internet ADSL Doanh thu khc ( ha mng + DV khc) Tng cng
Gi tr (triu ng) T trng (%)
Nm 2005
Nm 2006
Nm 2007
Nm 2008
123 585
76,8
147 158
73,0
160 758
71,4
166 176
71,2
175 658
68,7
15 875 503
9,9 0,3
23 943 3 206
11,9 1,6
28 485 4 481
12,7 2,0
31 298 9 211
13,4 3,9
29 896 24 577
11,7 9,6
21 027 160 990
13,1 100
27 124 201 431
13,5 100
31 386 225 110
13,9 100
26 764 233 449
11,5 100
25 500 255 631
10,0 100
Ngun: [12] Bng 2.16 Tc tng trng ca doanh thu in thoi c nh giai on 2004-2008 Ch tiu Doanh thu t in thoi c nh (c dy v Gphone) Tc tng
Doanh thu (triu ng)
2004 123 585
2005 147 158 119,1
2006
2007
160 758 166 176 109,2 103,4
2008 175 658 105,7
200 000 150 000 100 000
123 585
147 158
160 758
166 176
175 658
50 000 0 2004 2005 2006 2007 2008
Ngun: [12] Bng 2.17 Tc tng trng ca doanh thu Internet ADSL giai on 2004-2008 Ch tiu 2004 2005 2006 2007 2008
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Doanh thu t Internet ADSL Tc tng

D oanh thu (triu ng)
503
3 206 637,4
4 481 139,8
9 211 205,6
24 577 266,8
24 577
25 000 20 000 15 000 10 000 5 000 0

503 3 206 4 481 9 211
Ngun: [12] Qua bng s liu 2.5, bng 2.6 v bng 2.7 cho thy tc tng doanh thu ca Vin thng Nam nh chm dn li tng ng vi tc tng ca thu bao in thoi c nh c trn mng. c s dch chuyn ca khch hng s dng dch v Internet ADSL ngy cng cao. y l xu hng tiu dng tt yu ca khch hng s dng cc dch v vin thng do s bng n thng tin trn ton cu, thng mi in t tng cao, nhu cu kt ni thng tin ca khch hng ngy cng cao. 2.2.5 nh gi tnh hnh kinh doanh cc dch v vin thng ca VNPT Nam nh. Qua phn tch trn, c th nh gi tnh hnh kinh doanh ca Vin thng Nam nh c nhng c hi, thch thc, im mnh, im yu sau: V c hi kinh doanh - Vi dn s trn 2 triu ngi trong khi mi ch c trn 300.000 nghn m khch hng s dng cc dch v vin thng ca VNPT Nam nh, do vy Nam nh l th trng cn rt tim nng VNPT Nam nh khai thc cc dch v vin thng, cng ngh thng tin. - Tc tng trng kinh t x hi ca Nam nh trong nhng nm qua tng i n nh mc cao so vi mt bng chung ton quc, Nam nh l tnh c nh gi t hc nn trnh dn tr kh cao kt hp vi mi trng cng ngh ng dng trong ngnh vin thng tng i hin i l mi trng tt cho dch v pht trin c bit l cc dch v cnh tranh cao nh ti chnh, ngn hng, bu chnh vin thng. V vy thc
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y hnh thnh nhu cu s dng cc dch v thng tin lin lc ca nhn dn ngy cng cao, cng a dng. - Thng tin lin lc ang tr thnh nhu cu bc thit khng th thiu c ca mi doanh nghip, n chnh l v kh quan trng gip cc doanh nghip cnh tranh thng li trn thng trng ng thi thng tin lin lc (v d nh internet) cn l ni doanh nghip gii thiu sn phm dch v ca mnh cho khch hng. Nhng thch thc - Th trng vin thng trn a bn tnh Nam nh ang cnh tranh si ng hn bao gi ht vi s tham gia cnh tranh ca 6 doanh nghip vin thng trn tt c cc nhm dch v chnh. V dch v in thoi di ng gm 6 n v: Viettel, EVN-Telecom, VMS, SPT, HTMobil, VNPT Nam nh. V dch v in thoi c nh gm 3 n v l Viettel, EVN-Telecom, Vin thng Nam nh. V dch v internet gm 3 n v l Viettel, EVN-Telecom, Vin thng Nam nh. Vi li th l doanh nghip i sau, b my gon nh, cc i th ang ngy tr ln ln mnh v quy m v cht lng dch v - Th phn cc dch v ca Vin thng Nam nh ang b thu hp li. - Khch hng ngy cng i hi cao hn: Vi xu hng cnh tranh ngy cng gia tng, v d nh dch v in thoi di ng hin trn th trng c 6 nh cung cp: Vinaphone, MobiFone, Viettel, S-phone, EVN-Telecom, Vietnam mobile.. khch hng s c nhiu quyn la chn, do vy h i hi ngy cng cao khng ch v cht lng, gi c, s tin li m cn v thi , phong cch phc v hay ni cch khc l hot ng chm sc khch hng Nhng im mnh VNPT Nam nh l doanh nghip ch o trn th trng vin thng do vy c nhiu im mnh nh sau: - V quy m, nng lc h tng cung cp cc dch v vin thng - cng ngh thng tin: VNPT Nam nh c h thng chuyn mch tng i hin i, mng li truyn dn (cp ng, cp quang) c mt rng khp ti 100% cc x trong ton tnh v l doanh nghip duy nht cung cp y cc dch v vin thng trn a bn.
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- VNPT Nam nh c i ng cn b cng nhn vin giu kinh nghim, c o to c bn. - Thng hiu VNPT v cc dch v nh Vinaphone, Mobiphone, Mega VNNdo VNPT Nam nh cung cp c khng nh trn a bn. - VNPT Nam nh ang c gn 300.000 m khch hng trung thnh trn mng s dng ng b nhiu dch v vin thng khc nhau l ngun ti nguyn v cng qu gi m khng phi mt sm mt chiu cc doanh nghip cnh tranh khc c c - VNPT Nam nh c ng v nh nc giao trng trch phc v thng tin lin lc cho cc cp Lnh o, cc c quan ban ngnh trong nhiu nm qua nn c mi quan h gn kt vi cc c quan ban ngnh ca ng v chnh quyn trn ton tnh l lp khch hng c bit c quyn lc v sc nh hng ht sc to ln trn th trng vin thng m n v ang c li th. Nhng im yu - Phng chm kinh doanh hng v khch hng, tuy nhin cn mt s b phn cha thay i c nhn thc hoc c nhn thc nhng cha chuyn thnh hnh ng nn trong hnh ng mang t duy lm theo lnh o (hng vo xp) v theo kiu kinh doanh c ch c xin cho k hoch nn cha t mc tiu phc v khch hng ln hng u. - Nhn thc ca cn b cng nhn vin c bit ti Trung tm vin thng cc huyn v cng tc kinh doanh, cng tc chm sc khch hng cha chuyn bin kp so vi yu cu mi, h vn cn t tng ch khch hng n vi mnh v cha nhn thc su sc tm quan trng ca cng tc chm sc khch hng, gi khch hng nh hng nh th no ti ng lng ca h. - Nng sut lao ng cn thp, c bit trong tnh hnh hin nay khi tc pht trin cc dch v vin thng truyn thng nh c nh, di dng...ang c xu hng chng li do c nhiu i th cnh tranh cng cung cp dch v chim dn th phn. - C ch iu hnh, lng thng cn chm thay i, cha thch nghi trong mi trng cnh tranh ngy cng quyt lit. C ch phn phi thu nhp theo tiu ch bng cp v s nm cng tc, cha tp trung phn phi theo hiu qu cng vic. - Lc lng chm sc khch hng yu c s lng v km cht lng chuyn mn (5% lao ng lm cng tc kinh doanh tip th v chm sc khch hng chuyn trch, cn li l k thut v cng nhn dy my).
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- C ch tuyn dng, b nhim v o to cn b c chuyn ngnh ph hp phc v tt khch hng cha c quan tm, ch yu tuyn dng theo ch quan ca Lnh o v phn ng i ng dy my v k thut.
2.3 Dch v chm sc khch hng v cht lng chm sc khch hng ca VNPT Nam nh
2.3.1 H thng cung cp dch v chm sc khch hng ca VNPT Nam nh H thng cung cp dch v chm sc khch hng Vin thng Nam nh c t chc theo m hnh cc trung tm vin thng huyn, thnh ph, Trung tm Dch v khch hng trn thnh ph Nam nh t di s qun l thng nht ca ban gim c. Ti cc Trung tm Vin thng huyn s m nhn t khu tip th, bn hng, lp t, chm sc khch hng , in cc vin thng v thu cc khch hng. H thng ny gm 43 ca hng vin thng, 103 trm vin thng, 265 i l Bu in tnh Nam nh lm nhim v bn hng, h tr khch hng v hng dn khch hng s dng dch v, 24 i l pht trin thu bao Mega VNN. Bn cnh l h thng cc b phn lp t, sa cha, qun l h s, gii quyt khiu ni. Lin quan n qu trnh thanh ton thuc cng on cui cng ca qui trnh cung cp dch v l vic tnh cc, in ha n v thu cc. Trong giai on ny c 2 b phn lin quan l phng K hoch Kinh doanh ca VNPT Nam nh, cc b phn kinh doanh tip th v chm sc khch hng, b phn k ton ca cc trung tm vin thng huyn, thnh ph. Bn cnh cc b phn trc tip cung cp, h tr khch hng, VNPT Nam nh cn c mt i ng nhn vin gin tip thuc cc phng ban t VNPT Nam nh n cc Trung tm Vin thng c chc nng kim tra, gim st, phn tch bo co v ra cc bin php, chnh sch cho hot ng chm sc khch hng . Cc giai on chnh ca khch hng trong s dng dch v vin thng ca Vin thng Nam nh bao gm: - Qu trnh nhn bit v k hp ng s dng dch v vin thng : Giai on ny l nhim v trc tip ca b phn tip th - bn hng. B phn tip th c nhim v iu tra nhu cu ca khch hng, xy dng phng n Marketing, trin khai truyn thng thng ip ti khch hng mc tiu, t chc cc chng trnh xc tin bn hng li ko, mi cho khch hng tc ng hnh thnh k vng v t chc xc tin bn thng
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qua h thng knh bn hng ca VNPT Nam nh khch hng k hp ng s dng dch v . - Sau khi k hp ng s dng dch v vi b phn bn hng, thng tin ca khch hng s c chuyn sang b phn lp t trc tip ca cc Trung tm Vin thng. B phn lp t phi phi hp vi b phn qun l tng i (b phn c v) c lin quan cung cp h tng vin thng phc v bn dch v cho khch hng. - Trong qu trnh tiu dng dch v c th khch hng gp s c nh mt tn hiu ng truyn, hng thit b u cui, hoc nhng thc mc cn c gii p... Cc s c lin quan n k thut th s c b phn k thut phi hp x l, gii quyt, cc thc mc lin quan n qu trnh s dng v cc vn khc s c tr li thng qua cc b phn gii quyt khiu ni, cc hp th tr li t ng min ph 801108 hoc lin h trc tip vi nhn vin VNPT Nam nh . nh k vo cui mi thng, b phn k ton ca cc n v s in ha n gi cho khch hng (b phn tnh cc ca phng K hoch kinh doanh tnh cc tp trung). Cn c vo ha n v thng bo cc ph nhn c, khch hng c th tr tin qua knh thu cc ca VNPT Nam nh nh ngn hng, tr trc tip bng tin mt ti cc im thu cc ca Bu in tnh Nam nh hoc cc im thu cc ca cc Trung tm Vin thng, Trung tm Dch v khch hng, tr tin ti nh ring theo yu cu vi tng i tng khch hng H thng dch v chm sc khch hng ca Vin thng Nam nh chu s chi phi ca a bn phc v. Mi Trung tm vin thng huyn, thnh ph chu trch nhim kinh doanh a bn huyn, thnh ph. Trn thnh ph Nam nh c 2 n v u thc hin chc nng chm sc khch hng nhng nhng mt khc nhau l Trung tm Dch v khch hng , Trung tm vin thng thnh ph Nam nh. Cc Trung tm vin thng u c b phn kinh doanh, tip th v chm sc khch hng chu trch nhim trin khai cc hot ng chm sc khch hng, cc nhn vin dy my chu trch nhim bo dng, h tr k thut khch hng . H thng cung cp dch v chm sc khch hng ca Vin thng Nam nh c tnh c th ca dch v vin thng, nhng c vn dng c th vo iu kin ca tnh Nam nh. Tuy nhin cha c tnh t ph, mang nng tnh hnh chnh. Khi vn phng Vin thng Nam nh qun l cc trung tm v ra ch trng chnh sch, gim st ch o hot ng ca cc trung tm vin thng, Trung tm Dch v khch hng. Cc hot ng v dch v chm sc khch hng ca VNPT Nam nh ch yu l h tr v
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duy tr khch hng. Mi quan h gia khch hng v VNPT Nam nh ch yu l gin tip thng qua cc trung tm vin thng, Trung tm Dch v khch hng. 2.3.2 Qui trnh trong dch v chm sc khch hng ca VNPT Nam nh: 2.3.2.1 Giai on trc khi bn hng : Trong giai on ny, dch v chm sc khch hng c nhim v cung cp thng tin cho khch hng vi mc ch hnh thnh k vng ca khch hng v qun tr c k vng ca khch hng m bo cam kt cung cp dch v p ng nhu cu ca khch hng. V vy giai on ny VNPT Nam nh thc hin hng lot cc hnh thc qung co nh qung co bng cc t ri, pano p phch, bng rn, qung co trn cc chng trnh truyn hnh ca cc i truyn hnh Nam nh, truyn hnh cp Nam nh. Bn cnh VNPT Nam nh cn thc hin qung co bng cch ti tr cho cc chng trnh nhn o, tnh cng ng cao nh ti tr cho ngnh gio dc, ti tr cc hot ng on th...nhm to ra cho khch hng nhn bit nht nh v dch v, v sn phm, gi c v cc chng trnh khuyn mi... Song song gia cc knh truyn thng trn, VNPT Nam nh t chc tip th trc tip, t vn min ph dch v, kt hp cc s kin t chc PR truyn thng dch v cho khch hng nhn bit, hp th gii thiu dch v min ph 801104.... nng cao trnh cho i ng tip xc vi khch hng, VNPT Nam nh kt hp vi nhiu i tc nh VDC, VTN, Vinaphone ... thng xuyn m cc lp o to v nghip v chm sc khch hng cho cc nhn vin giao dch v nhng ngi trc tip tip xc vi khch hng nhm em li s hi lng cho khch hng. 2.3.2.2 Giai on trong khi bn hng. y l giai on m nhn vin tip xc vi khch hng nhiu nht. Ti cc ca hng ca cc trung tm vin thng, khch hng c th lm vic ngay vi nhn vin giao dch. Trong trng hp phi ch i, khch hng c th s dng cc dch v ph km theo ca dch v chm sc khch hng nh xem bo, t ri, tp ch, ti liu hng dn s dng dch v, ti liu gii thiu v cc dch v mi, cc chng trnh khuyn mi, cc chng trnh chm sc khch hng... Qui trnh ha mng cho thu bao vin thng mi : trong qu trnh giao dch, nhng cng vic thng thng mt nhn vin chm sc khch hng phi thc hin l: Ly thng tin v nhu cu ca khch hng nh a im lp t, tc ng truyn ( nu l dch v Internet MegaVNN), thit b km theo, phng thc thanh ton...
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T vn cho khch hng nhng dch v, gi cc hp l khch hng c th la chn cho ph hp vi nhu cu. Gii thiu cho khch hng cc chng trnh khuyn mi, cc chnh sch chit khu, trch thng hin Vin thng Nam nh ang p dng. Gii thiu cho khch hng nhng dch v GTGT mi, tin ch cho khch hng. K hp ng vi khch hng. Sau khi hp ng c chuyn cho b phn lp t v vic lp t cho khch hng hon thnh th phi c bin bn nghim thu cng vic vi khch hng. Trong qu trnh khch hng s dng dch v, nhn vin phi c trch nhim gii quyt tt c cc vn lin quan n dch v m khch hng s dng, chng hn nh cc yu cu v k thut, cc yu cu v hng dn s dng, cc vn lin quan n lu lng, thi gian truyn dn, thi gian mt lin lc, gim cc do mt lin lc... Nhn vin giao dch tip nhn cc thng tin t khch hng, nu vn no khng gii quyt c nh vn v k thut .. th phi c trch nhim lin lc cho khch hng trao i trc tip vi b phn lin quan n vn . Mc ch cui cng l tha mn tt nht nhu cu ca khch hng. Trong giai on ny cng vic ca dch v chm sc khch hng phi giao tip ng x tt vi khch hng th hin phi quan tm n cht lng dch v (cht lng k thut v cht lng chc nng). Pht hin kp thi cc s c c th khc phc trong thi gian nhanh nht c th. Chng hn nh khi xy ra s c t dy sub thu bao nh hng n tnh lin tc ca dch v th phi kp thi pht hin xem t ti a im no v nhn vin k thut phi x l ngay. Trong qu trnh tip xc vi khch hng, nu pht hin thy khch hng c nhu cu s dng dch v th t vn cho khch hng v mi cho khch hng n vi n v, t vn cho khch hng thy c tc dng ca cc dch v do VNPT Nam nh cung cp, t khch hng s pht sinh nhu cu s dng dch v ca VNPT Nam nh. Trong qu trnh s dng dch v, khch hng c th trao i gin tip bng in thoi vi nhn vin giao dch, nhn vin k thut qua s my in thoi min ph 119... Khi khch hng c thc mc hay nhng thng tin khch hng khng tm thy trn mng th khch hng c th trc tip kt ni vi in thoi vin 1080 hoc hp th in thoi min ph 801104. Hot ng ca giao dch vin tng i ch dng li vic tr li
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nhng cu hi, thc mc ca khch hng, hng dn h cch tm kim thm thng tin v dch v m khng tin hnh bt k mt tha thun mang tnh php l no.
T vn khch hng la chn dch v Tip nhn, kho st v k hp ng Lp t, kch hot, hng dn s dng IN cc, thu cc khch hng v gii p khiu ni
Ngun : Phng Mng - Dch v - Tin hc VNPT Nam nh

Hnh 2.2 Qui trnh ha mng thu bao vin thng mi
2.3.2.3 Giai on sau giao dch Trn th trng vin thng, cc dch v chm sc khch hng ch yu c thc hin giai on sau giao dch. Nhim v ca dch v chm sc khch hng l duy tr khch hng c, gia tng khch hng trung thnh v thu ht khch hng tim nng. lm c iu ny,VNPT Nam nh t chc h thng dch v chm sc khch hng theo tng vng th trng vi cc thnh phn c th : - Qun l khch hng qun tr cc nhu cu ca khch hng bng cch xy dng tiu ch phn loi khch hng, xy dng cc phn mm qun l c s d liu khch hng . - Xy dng cc chnh sch chm sc cho tng i tng khch hng ( chnh sch v u tin k thut, chnh sch v kinh t ) - T chc h thng h tr khch hng ( khc ph s c k thut ca dch v ) - Xy dng cc quan h vi khch hng - m bo cht lng mng li, cht lng dch v, cht lng phc v . - T chc h thng thu cc vin thng v gii p khiu ni ca khch hng ti cc a ch theo yu cu ca khch hng . 2.3.2.4 Thc trng cc hot ng chm sc khch hng bn ngoi ca VNPT Nam nh trong khun kh sau bn:
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Qun l khch hng
Xy dng c s d liu khch hng Phn loi khch hng Qun l v khai thc d liu khch hng
Chm sc khch hng trc khi a dch v vo cung cp Chm sc khch hng Chm sc khch hng trong giao dch Chm sc khch hng sau bn Chm sc khch hng l i l, cc nh khai thc khc T chc gii p h tr khch hng gin tip. H tr khch hng trc tip qua nhn vin CSKH T chc cho khch hng gp Hi ngh khch hng
H tr khch hng
Quan h ng x
Quan h gia ngi bn hng trc tip v khch hng Quan h gia ngi CSKH v khch hng
Hnh 2.3 Tng quan v chm sc khch hng bn3ngoi3
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2.3.2.4.1 Qun l khch hng: VNPT Nam nh thc hin phn loi khch hng theo hng dn ca Tng cng ty (nay l tp on Bu chnh Vin thng Vit Nam) ti quyt nh s 3838/Q-GCTT ngy 26/9/2002 v cng vn hng dn s 3158/TCCBL-GCTT ngy 11/6/2003. Theo hng dn, khch hng ca VNPT Nam nh c chia lm cc loi nh sau: khch hng c bit, khch hng l nh khai thc, khch hng doanh nghip c bit, khch hng ln, khch hng va v nh, khch hng c nhn v h gia nh. - Khch hng c bit: L nhng khch hng s dng dch v thuc cc c quan thng trc, iu hnh ca ng, c quan qun l Nh nc t Trung ng n a phng, c quan ngoi giao (khng phn bit doanh thu). - Khch hng l nh khai thc khc: L cc doanh nghip ngoi Tp on tham gia cung cp dch v Vin thng-Tin hc trn th trng, c mng li khai thc ring v kt ni vi mng li khai thc, cung cp dch v ca Tp on. - Khch hng doanh nghip c bit: L nhng doanh nghip c nhu cu s dng nhiu dch v Vin thngTin hc, s dng vi s lng ln, c nhu cu mng thng tin ni b din rng, phm vi hot ng trn ton quc v quc t. - Khch hng ln: L cc t chc, doanh nghip c qui m ln, phm vi hot ng rng ti nhiu tnh, Thnh ph c nhu cu s dng nhiu dch v Vin thng-Tin hc vi mc thanh ton cc cao v khng thuc nhm khch hng doanh nghip c bit. - Khch hng va v nh: L cc t chc, doanh nghip c qui m nh v phm vi hot ng trn a bn mt tnh, mt thnh ph hoc mt vi tnh, thnh ph, c nhu cu s dng cc dch v Vin thng-Tin hc vi mc thanh ton cc hng thng khng cao. - Khch hng c nhn, h gia nh: L c nhn, h gia nh s dng cc dch v Vin thng-Tin hc p ng nhu cu lin lc ca bn thn c nhn, gia nh ngi s dng. Trn c s quy nh chung ca Tp on Bu chnh - Vin thng Vit Nam, VNPT Nam nh phn loi khch hng, lm c s ban hnh cc chnh sch chm sc ph hp vi i tng khch hng ti cng vn 188a/KH-KD ngy 28/09/2006, c th nh sau: Ngoi qui nh c th ca Tp on Bu chnh-Vin thng Vit Nam v danh sch khch hng doanh nghip c bit, Vin thng tnh qui nh tiu chun c th phn loi khch hng ph hp vi tnh hnh n v.
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- Khch hng c bit: L nhng khch hng s dng dch v vin thng thuc cc c quan thng trc, iu hnh ca ng, c quan qun l nh nc t Trung ng n a phng, c quan ngoi giao (khng phn bit doanh thu) bao gm: + Tnh y, Hi ng nhn dn, UBND tnh. + Cc s ban ngnh trc thuc tnh nh s Ni v, s Thng mi, s ti chnh, s Thng tin v Truyn thng... v cp tng ng nh Cc thu, Kho bc Nh nc tnh, i PTTH tnh... + Thnh y, huyn y, Hi ng nhn dn thnh ph/huyn, UBND thnh ph/huyn v cc cp tng ng nh: ng y Doanh nghip, ng y khi dn chnh ng... + ng y, Hi ng nhn dn, UBND cc phng, x trong ton tnh. - Khch hng l cc doanh nghip c bit: + Khch hng l h thng cc ngn hng (bao gm: Ngn hng Nh nc, Ngn hng u t v pht trin, Ngn hng Nng nghip v PTNT, Ngn hng Cng thng, Ngn hng Chnh sch) + Khch hng l h thng Vn ti ng st: X nghip ng st H-Ninh. + Khch hng l cc doanh nghip trong khu cng nghip mi ti thnh ph Nam nh v cc huyn, khu th mi ti thnh ph Nam nh. + Khch hng l Cng ty xng du H Nam Ninh. - Khch hng ln: Cn c vo nghip v chm sc khch hng, cc vn bn hng dn ti cng vn s 2603/GCTT ngy 13/09/2006 ca Tp on Bu chnh vin thng Vit Nam quy nh: Khch hng ln l cc t chc, doanh nghip c quy m ln, phm vi hot ng rng ti nhiu tnh, thnh ph c nhu cu s dng nhiu dch v vin thng, tin hc vi mc doanh thu pht sinh t 1.000.000 ng/thng tr ln (khng bao gm VAT) v khng thuc nhm khch hng doanh nghip c bit. - Khch hng c doanh thu cao: Vin thng Nam nh qui nh khch hng c doanh thu cao l cc t chc, doanh nghip, c nhn, h gia nh c nhu cu s dng nhiu dch v vin thng vi mc doanh thu pht sinh t 500.000 ng/thng tr ln (khng bao gm VAT) v khng thuc nhm khch hng doanh nghip c bit. Bng 2.18 S liu khch hng c bit, doanh nghip c bit, khch hng ln, khch hng doanh thu cao tnh n 31/12/2008 ca Vin thng Nam nh
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STT 1 2 3 4 5 6 7 8 9 10
n v TTVT M Lc TTVT Yn TTVT V Bn TTVT Nam Trc TTVT Trc Ninh TTVT Ngha Hng TTVT Hi Hu TTVT Giao Thu TTVT Xun Trng TTVT TP Nam nh Tng
Khch hng c bit, doanh nghip c bit 31 72 44 49 52 60 79 53 49 122 611
Khch hng ln 14 68 21 36 39 33 87 28 45 799 1.170
Khch hng doanh thu cao 55 179 104 121 114 128 274 146 161 2.088 3.370
Ngun: Phng k hoch kinh doanh - VNPT Nam nh Nh vy vi cch phn loi khch hng nh trn th n v cha phn loi khch hng theo tiu ch c thi gian s dng dch v lin tc v lu di (khch hng trung thnh, cha phn loi cc nhm khch hng c mc nh hng ln n VNPT Nam nh nh: gio dc, y t, xng du, taxi, cha phn loi theo mc ng gp doanh thu ca tng dch v vin thng v d khch hng ln s dng di ng tr sau Vinaphone... ban hnh cc chnh sch chm sc i tng khch hng ny; Mc qui nh doanh thu pht sinh cho i tng khch hng c doanh thu cao cng cn xem xt li cho ph hp vi th trng, vi mc s dng dch v ca khch hng v chnh sch chm sc khch hng ca i th cnh tranh. thc hin cc chnh sch chm sc khch hng, n v cn xy dng tt h thng c s d liu khch hng. Nhng c s d liu khch hng trong thi gian qua vn cha pht huy c hiu qu cung cp thng tin ca khch hng. Vic tra cu thng tin v khch hng cn nhiu kh khn, cha c h thng tra cu, h tr cng tc chm sc khch hng mt cch thun tin nht. C s d liu cn s si cha h thng tp trung nn cha h tr tt cng tc chm sc khch hng.
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Thc trng c s d liu khch hng ti Vin thng Nam nh: Chng trnh CRM c u t nm 2004, mi ch trin khai ti Trung tm Dch v khch hng bao gm cc chc nng: + Qun l chng trnh khuyn mi; + Qun l thng tin khch hng, ngy sinh, lch s thanh ton; + Qun l khiu ni; + Nhc n cc; + Qun l thu bao bo hng. Tuy nhin t lc a vo s dng vic phn giao nhim v qun tr h thng, cp nht s liu qun l trn my khng c r rng, khng c ngi chu trch nhim qun tr h thng, khng c bo co tnh hnh s dng vng mc kh khn trong h thng chng trnh; nhiu chc nng ca h thng khng c trin khai, n c, gim st vic cp nht d liu, khai thc s dng do chng trnh khng i vo thc t ch c duy nht phn nhc n c s dng nhc n t ng, hng thng nhc c khong 7.000-8.000 khch hng. Cc cng tc chm sc khch hng v chnh sch i vi khch hng trong thi gian qua VNPT Nam nh vn thc hin trn c s d liu cc pht sinh ca khch hng, thng tin v khch hng trong h thng tnh cc, cc nhm khch hng s ban ngnh, chnh quyn mi t chm sc cui nm l, Tt l s kt hp s liu cc v do n v lp danh sch bo co ln. Cng tc gii p khiu t khiu ni khch hng cha n v no s dng h thng CRM m ch m s theo di nhn khiu ni rt th cng, cc n v cng cha c bo co chnh thc no v tnh hnh khiu t khiu ni Vic cp nht thng tin v tn, a ch, ngy sinh, loi khch hng trong h thng tnh cc cha c ch nhp, hoc cha c nhp vo mt cch chun mc nn dn n vic thng k bo co, phn tch s liu cn thiu tnh chnh xc v y Thng tin v khch hng ln, thng tin v khch hng trung thnh, thng tin lch s thu bao, thng tin v chnh sch m khch hng c hng cha y cha c s lin kt vi nhau nn khng nh gi c hiu qu ca cc chng trnh chm sc khch hng. B phn tip nhn thng tin ca khch hng ch yu thng qua hp ng cung cp dch v vi thng tin s si ch c ngy sinh, h tn v a ch nn cha c cc thng tin nhu
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cu c nhn nh s thch c nhn... v cha c s chun ho v cp nht thng xuyn nn khi khch hng c s bin ng nh thay i a ch ng, s nh hoc gia nh c bin ng th khng c thng tin u vo qun l khch hng rt kh cho vic qun tr k vng ca khch hng v p ng nhu cu mong mun ca khch hng mang tnh cht c nhn tng ngi m ch thc hin chm sc khch hng theo nhm nhu cu v vo cc dp l tt tp trung. 2.3.2.4.2 Xy dng chnh sch chm sc khch hng cho tng nhm khch hng: Tp on Bu chnh - Vin thng Vit Nam xy dng chnh sch khung cc n v t quyt nh trong iu kin thc t ti n v. Cc chnh sch dnh cho khch hng bao gm: - Cc chnh sch v gi cc (chit khu, gim gi): p dng cho khch hng c bit, khch hng ln, khch hng doanh thu cao (c phn bit theo mc doanh thu). - Cc chnh sch h tr khch hng s dng min ph mt s sn phm, dch v nh: tng dch v min ph, cho mn thit b u cui min ph, tng phn mm s dng min ph... - Chnh sch u tin th t h tr k thut theo mc s dng dch v ca khch hng nh: u tin cung cp dch v sm nht, khc phc s c sm nht cho i tng khch hng ln, khch hng c bit, doanh nghip c bit. - Chnh sch thm hi, tng qu khch hng nhn dp cc ngy Tt, l ln, ngy trng i ca khch hng (k c cc ngy hiu, h)... p dng cho khch hng ln, khch hng doanh thu cao, khch hng c bit, doanh nghip c bit, khch hng trung thnh. Cn c vo chnh sch khung ca Tp on, gi v pht trin khch hng, c bit l i vi i tng khch hng ln, khch hng c bit, doanh nghip c bit, khch hng c doanh thu cao, Vin thng Nam nh thc hin cc chnh sch chm sc khch hng nh sau: * Chnh sch kinh t dnh cho khch hng: - Chnh sch chit khu, trch thng cho khch hng ln: + Chit khu thng mi 10% trn tng doanh thu pht sinh t my in thoi c nh gi i quc t (bao gm c gi IDD v VoIP171). + Chnh sch trch thng i vi dch v in thoi ng di trong nc (doanh thu pht sinh t my in thoi c nh gi ng di ni tnh, lin tnh, gi vo di ng):
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- Trch thng 5% cho khch hng c tng doanh thu cc cc dch v vin thng pht sinh t 1 triu n di 3 triu ng/thng. - Trch thng 7% i vi khch hng pht sinh cc t 3 triu ng n di 5 triu ng/thng. - Trch thng 10% i vi khch hng pht sinh cc t 5 triu ng/thng tr ln. - Chnh sch min cc, gim gi cho khch hng ln, khch hng c bit, khch hng l doanh nghip c bit, khch hng doanh thu cao: + Min cc ng k v cc s dng hng thng khi khch hng s dng cc dch v gia tng ca tng i. + Min cc ho mng thu bao Internet ADSL-MegaVNN trn ng dy thu bao in thoi sn c (khng bao gm thit b u cui) khi khch hng cam kt s dng dch v Internet ADSL-MegaVNN t 12 thng tr ln. + Min cc ho mng TC c dy trn ng Internet MegaVNN c sn. + Gim 50% cc ho mng in thoi c nh, GPhone, di ng tr sau Vinaphone. + Min ph thay sim di ng tr sau trong trng hp sim khch hng hng. + Min cc dch chuyn thu bao in thoi c nh, Internet MegaVNN. - Chnh sch thm hi, tng qu vo cc ngy k nim, ngy l tt, ngy vui bun ca khch hng nhm to mi quan h gn b gia nh cung cp dch v v ngi s dng dch v: Ngoi cc chng trnh chm sc khch hng tp trung ca Vin thng Nam nh, Vin thng Nam nh xy dng mc chi ph phn cp cc n v ch ng thc hin cng tc chm sc khch hng ph hp vi tnh hnh c th ca n v. + Khch hng ln: Tu theo tng doanh thu cc pht sinh ca khch hng bnh qun/thng m qui nh mc gi tr qu tng: - Ti a 200.000/khch hng/nm i vi khch hng c doanh thu pht sinh t 1 triu n di 3 triu ng/thng. - Ti a 400.000/khch hng/nm i vi khch hng c doanh thu pht sinh t 3 triu n di 5 triu ng/thng.
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- Ti a 600.000/khch hng/nm i vi khch hng c doanh thu pht sinh t 5 triu n di 10 triu ng/thng. - Ti a 2 triu ng/khch hng/nm i vi khch hng c doanh thu pht sinh t 10 triu ng/thng tr ln. + Khch hng c bit, khch hng l cc doanh nghip c bit: Nu i tng khch hng ny c mc doanh thu pht sinh thuc i tng khch hng ln th p dng mc gi tr qu tng dnh cho khch hng ln nhng ti thiu khng thp hn 300.000/khch hng/nm; Nu mc doanh thu pht sinh cha t n i tng khch hng ln th mc gi tr qu tng ti a 300.000/khch hng/nm. + i vi khch hng c doanh thu cao: Tu vo iu kin thc t tng n v, c th c qu hoc hoa, th (thip) chc mng, thm hi vo nhng ngy sinh nht, ngy thnh lp, ngy truyn thng - ngy c bit i vi khch hng - mc chi ph thp hn so vi khch hng ln. * Cc chnh sch h tr khc: - Khch hng ln, khch hng c bit, khch hng l doanh nghip c bit, khch hng c doanh thu cao c la chn hnh thc thu cc vin thng theo nhu cu ca khch hng. - Thng xuyn o kim, m bo cht lng mng li lun hot ng tt trong iu kin bnh thng. - H tr bo dng min ph cc tng i ni b PABX (khng bao gm vt t bo dng v thay th) khi khch hng c yu cu. - u tin x l khi phc thng tin khi cc thu bao vin thng mt lin lc hoc cc s c ca ng truyn Internet MegaVNN. - u tin lp t, dch chuyn thit b u cui (trong kh nng n v p ng c khi khch hng c yu cu). - Thng xuyn thng bo bng vn bn cc chnh sch mi dnh cho i tng khch hng ln, khch hng c bit, doanh nghip c bit thng bo gii thiu n khch hng cc dch v mi ca Vin thng Nam nh...
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2.3.2.4.3 Quan h ng x, H tr khch hng: Tp on Bu chnh - Vin thng Vit Nam qui nh cc ni dung quan h ng x, h tr khch hng bao gm : * T chc h thng gii p, h tr dch v khch hng - T chc h thng gii p khch hng: + T chc h thng gii p v h tr dch v thng nht v tp trung, kt hp c hai ch : Gii p nhn cng v gii p t ng. i ng gii p khch hng phi c cp nht v kim tra thng xuyn v trnh chuyn mn nghip v, hiu bit v dch v v thi phc v khch hng. + Thc hin ch kim sot vin i vi b phn giao dch vin gii p khch hng v h tr dch v. + T chc cc knh thng tin gii p qua cc s gii p dch v min ph, qua cc Website ca n v. Trung tm gii p dch v phi thng xuyn cp nht cc thng tin v dch v, gi cc mi, thng tin gii quyt khiu ni. + Cc knh thng tin gii p phi m bo cc ch tiu chim mch v thi gian tr li khch hng theo quy nh ca Tp on. + Thit lp c s d liu lu tr v qun l h s khiu ni nhm tin hc ho cng on gii quyt khiu ni, rt ngn thi gian gii quyt khiu ni. - Nghip v gii p dch v : Nghip v gii p dch v bao gm cc cng tc sau: + Hng dn, t vn s dng dch v. + Hng dn th tc ng k dch v. + Hng dn cch s dng thit b u cui (theo kh nng). + Thng bo, gii thiu cc dch v mi, cc chnh sch u tin cho tng i tng khch hng. + Gii p v cc ph dch v. + Nhn v tr li cc thc mc, khiu ni ca khch hng trong phm vi c phn cp. - H tr khch hng: Cng tc h tr khch hng phi c m bo theo mc u tin qui nh cho tng loi khch hng: + H tr v th tc ng k s dng dch v: chp nhn ng k dch v ti a ch khch hng yu cu. + Cung cp dch v m bo ch tiu thi gian cng b.
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+ Cung cp ti liu v sn phm dch v khch hng t tm hiu, s dng dch v: ti liu s dng Internet, di ng... + Hng dn khch hng s dng dch v thit b u cui... k c cng tc o to nu thy cn thit. + o kim cht lng dch v. + Thi gian khc phc s c thu bao. + H tr, t vn khch hng u ni mng ni b, thit b... + Cho mn thit b khi thit b khch hng b li... * Quan h ng x vi khch hng: - Cc hnh thc quan h ng x vi khch hng: Quan h ca n v vi khch hng thng qua cc hnh thc sau : + Giao tip ca i ng lnh o vi khch hng... + Giao tip ca i ng CBCNV vi khch hng: . Giao tip trc tip: nhn vin giao dch, nhn vin lp t, sa cha, bo dng, thu cc, tip th... . Giao tip qua in thoi: cc i gii p nghip v, cung cp thng tin, tip nhn yu cu ca thu bao: bo hng, khiu ni... . Giao tip ca n v vi khch hng qua fax, e-mail, website, th cng... + T chc hi ngh, hi tho... vi khch hng. + T chc cho khch hng gp thng qua nhiu hnh thc: ng dy nng min ph, E-mail, qua website, th gp ... + Thc hin vic thm hi, tng qu, hoa, bu thip ti khch hng nhn ngy L, Tt, ngy trng i, ngy c bit (bao gm c nhng ngy hiu, h); u tin cc i tng: khch hng ln, khch hng c bit, khch hng l doanh nghip c bit... - Nguyn tc ng x vi khch hng : Khi tip xc vi khch hng, nhn vin cc n v phi tun th cc nguyn tc ng x c bn sau: + Tt c cn b, nhn vin mi cp qun l, v tr cng tc khi tp xc giao dch vi khch hng phi th hin phong cch vn minh, lch s, bnh ng, tn trng, cng hp tc v li ch ca khch hng, v li ch uy tn ca Tp on Bu chnh - Vin thng Vit Nam v ca n v.
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+ i vi cc giao dch vin, khi tip xc vi khch hng phi m bo trang phc theo qui nh, eo th nhn vin, c thi nim n, lch s, tip nhn v gii quyt cc yu cu ca khch hng theo ng th l, th tc. Trng hp khch hng c khiu ni m nhn vin giao dch khng gii quyt c hoc khng c thm quyn gii quyt, nhn vin giao dch c trch nhim tip nhn yu cu khiu ni ca khch hng hoc hng dn khch hng n gp nhng cn b c trch nhim gii quyt. + Nghim cm mi hnh vi ca quyn, coi thng khch hng, gy bc tc cho khch hng, nhn qu, tin bi dng ca khch hng trong qu trnh cung cp dch v. + Nghim cm tit l cc thng tin lin quan n khch hng, s dng cc thng tin khch hng vo mc ch ngoi mc ch cung cp dch v v chm sc khch hng. + Hi ngh khch hng c t chc ph hp vi i tng khch hng, m bo tun th nguyn tc: trn trng khch hng, khng ph trng hnh thc, hiu qu v tit kim. Tip thu kin ng gp c tnh cht xy dng ca khch hng ti hi ngh. i vi nhng kin ng gp cha c thng tin tr li ti hi ngh, n v t chc tr li sau, trnh tr li gy hiu nhm v dch v. Nghim cn vic tranh ci vi khch hng ti hi ngh. Thc trng trin khai ni dung ny ti VNPT Nam nh: Trc nm 2008, h thng gii p khch hng ca VNPT Nam nh cha c t chc thng nht v tp trung. Ch c Trung tm Dch v khch hng c t tip th c trch nhim tip nhn khiu ni, thc mc ca khch hng (qua s in thoi 3640108). Cc Trung tm Vin thng huyn cha c b phn chuyn trch tip nhn kin khch hng. Do cng tc gii quyt khiu ni ca khch hng cn hn ch. T Kinh doanh Tip th- TT Dch v khch hng c trch nhim tip nhn khiu kin, khiu ni ca khch hng. Khi tip nhn kin khch hng phn nh v cht lng dch v, thi phc v hay khiu ni v gi cc, v tinh thn phc v ca nhn vin .... T tip th c trch nhim phn tch s liu ly t Vin thng tnh, t cng ty Vinaphone... kt hp vi cc t dy my xc minh tr li khch hng mt cch tho ng v nhanh nht.
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Nu cc kin phn nh ca khch hng v cht lng dch v, nhn vin tip th phi tp hp, phn tch v bo cho bn b phn k thut trung tm Vin thng thnh ph kim tra, khc phc kp thi. Cc n v Vin thng huyn cha c b phn chuyn trch tip nhn kin, gii quyt khiu kin khiu ni ca khch hng. Cng tc gii p, h tr khch hng ti cc n v c th nh sau :
Bng 2.19 Bng tng hp gii quyt khiu ni VNPT Nam nh 2008 n v Gi cc Cuc gi bt thng
S n nh n S n gii quy t
Cht lng DV/mng li

S n nhn S n gii quy t
Thi nhn vin

Khiu ni khc
S n nh n
S n gii quy t
M Lc Yn V Bn Nam Trc Trc Ninh Ng. Hng Hi Hu Giao Thu X.Trng TP N.nh Tng
12 18 2 5 15
12 18 0 5 15
5 27 15 45 8 4 3 15
5 25 15 45 8 4 3 15 14
10 5 6 10 6 25
10 5 6 10 6 25 3 12 6 3 12 6 4 3 1 4 3 1 3 95 3 90
5
23 8 29 5
5
23 8 29 3
14
20
23
20
23 105 1 9 1 9 95 21 4 95 20 9
13 6
134
105
Ngun: Trung tm dch v khch hng -VNPT Nam nh
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Vic t chc knh tip nhn thng tin khch hng yu cu khc phc s c ch c 2 n v l Trung tm vin thng thnh ph v Trung tm vin thng Hi Hu t chc tip nhn tp trung qua s in thoi 119, cn li cc n v khc u t chc tip nhn thng tin ti cc trm vin thng; i vi n v kh kim sot ch tiu x l s c thu bao ca cc trm vin thng, dn n mt s trng hp khch hng b s c nhiu ngy khng c x l, ch n khi khch hng khiu ni th mi pht hin ra. Cha t chc knh thng tin gii p khch hng tp trung qua s gii p dch v min ph h tr khch hng trong qu trnh s dng dch v, gii p kp thi cc thc mc ca khch hng; Cha thit lp c s d liu lu tr v qun l h s khiu ni khch hng lm c s cho vic phn tch, nh gi, tm gii php nng cao cht lng dch v, cht lng phc v khch hng. cng tc chm sc khch hng t hiu qu cao, cc trung tm giao cho tng nhn vin ph trch, qun l mt s lng khch hng ln nht nh, cc nhn vin ny hng thng c trch nhim gii quyt cc yu cu pht sinh nh theo di x l s c, theo di s bin ng v doanh thu, v s lng u my tng hay gim ca cc khch hng ny ang s dng. Tuy nhin vi s lng nhn vin cn hn ch nn dch v chm sc khch hng hiu qu cha cao. Ch c Trung tm dch v khch hng c t "Kinh doanh tip th" c phn giao nhim v thc hin cc hot ng chm sc khch hng. Cn li cc n v ch c 1 nhn vin kinh doanh ph trch thm cng tc chm sc khch hng; do vy hot ng chm sc khch hng nh: tng cc ho mng, chm sc khch hng nhn dp ngy l, ngy sinh nht vn cha c ch trng v tin hnh thng xuyn. Vi cc chnh sch u tin h tr i tng khch hng ln, khch hng c bit, khch hng l doanh nghip c bit, khch hng doanh thu cao trong vic thc hin cc yu cu: pht trin mi, x l s c,... VNPT Nam nh c nhiu c gng trong vic thc hin chnh sch h tr khch hng theo mc u tin; Tuy nhin mt s n v cng cha thc s qun trit v quan tm n cng tc ny. Mt phn cng do h thng c s d liu cha p ng vic phn loi khch hng n tn b phn giao dch khch hng hay cng nhn dy my xc nh mc u tin m bo ch tiu pht trin thu bao mi, ch tiu x l vi i tng khch hng c u tin.
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- V hnh thc giao tip khch hng: Vin thng Nam nh trin khai cc hi ngh khch hng, nghin cu nhu cu khch hng ... tuy nhin cc hnh thc giao tip gia n v vi khch hng cn hn ch cha c website, cha tip nhn kin phn nh ca khch hng qua e-mail, qua ng dy nng min ph, hp th gp , s gp , qua th xin kin khch hng... - V nguyn tc ng x trong giao tip khch hng mt s cn b cng nhn vin (k c cp qun l) khi tip xc vi khch hng trong thi gian va qua cha to c hnh nh n tng trong tm tr khch hng. Thi giao tip khch hng thiu tnh chuyn nghip, cha th hin phong cch vn minh, nim n, lch s. C bit cn c nhng nhn vin th hin hnh vi thiu tn trng khch hng, gy bc tc cho khch hng; thm ch vn cn c trng hp vi vnh nhn qu, tin bi dng ca khch hng trong qu trnh cung cp, x l dch v. - Trang phc cha thc hin nghim chnh theo quy nh ca n v, mt s n v trc thuc nhn vin cha eo th nhn vin khi i lm. Mt s n v v ang khc phc tnh trng ny, c ng phc cho nhn vin v yu cu nhn vin phi mc trang phc ng quy nh khi tip xc vi khch hng, bc u c mt tch cc nhng vn cha trin khai c ng b ton Vin thng Nam nh. - Giao tip qua in thoi ca cc nhn vin vi khch hng cha c cu cho hi mang tnh chuyn nghip ca b phn 119, 1080, b phn chm sc khch hng; Trch nhim gii quyt cc yu cu ca khch hng qua in thoi cha cao, cha gii quyt kp thi v trit cc thc mc ca khch hng.
2.3.3 nh gi cht lng chm sc khch hng ca VNPT Nam nh

2.3.3.1 nh gi chung. Xut pht t vai tr chm sc khch hng l: + Gi khch hng hin c, to ra khch hng trung thnh. + Thu ht khch hng tim nng nu khch hng hin c hi lng. + Gim chi ph cho doanh nghip c bit chi ph qung co v khc phc khch hng ri mng.
Bng 2.20
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S liu phn nh kt qu chm sc khch hng ti VNPT Nam nh
STT 1
Ni dung S lng khch hng thc tng

T l nm sau so nm trc
2006
35,634
2007
40,067
112%
2008
30,128
75%
2009
30,271
100%
S lng khch hng b VNPT Nam nh

947
1,366
144%
3,623
265%
18,276
504%
Bin ng khch hng ln 3

(DT trn 1 triu ng/thng)
400
353
88%
559
158%
952
170%
Bin ng khch hng trung thnh

T l nm sau so nm trc Khch hng c thi gian trung thnh <1nm T l tng khch hng mi Khch hng trn 1 nm
161,454 201,521 231,649

125% 28,295 31,584 112% 133,159 169,937 128%
66,168 81,376
261,920
113% 46,162 155% 215,758 107%
84,458
115% 29,876 95% 201,773 119%

87,601
4.1
4.2 T l tng khch hng trung thnh Khch hng c thi gian trung thnh t trn 1nm n 3 nm T l tng khch hng trung thnh
Khch hng c thi gian trung thnh trn 3 nm n 5nm 30,904
4.2.1
123%
39,878
108%
51,387
96%
57,903
4.2.2
T l tng khch hng trung thnh

Khch hng c thi gian trung thnh trn 5 nm 36,087
129%
48,683
129%
62,785
113%
73,397
4.2.3
T l tng khch hng trung thnh
135%
129%
117%
Ngun: phng k hoch kinh doanh - VNPT Nam nh
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T kt qu phn nh trn bng trn nu r bc tranh kinh doanh ca VNPT Nam nh ni chung v hot ng chm sc khch hng ni ring ang c du hiu i xung. + Vai tr thu ht khch hng tim nng vo mng ca VNPT Nam nh c tc i xung t khi tnh hnh cnh tranh ngy cng quyt lit bt u t 2007 n nay khi i th Viettel v EVN Telecom u t h tng xong v trc tip cnh tranh vi VNPT Nam nh th khch hng c s so snh, k vng ca khch hng c hnh thnh mc cao hn so vi trc cnh tranh nn mc hi lng ca khch hng khi s dng cc dch v ca VNPT Nam nh suy gim m nguyn nhn c bn khu chm sc khch hng ca VNPT Nam nh trong thi gian qu di bn hng mt mnh mt ch trong c ch c quyn, kinh doanh theo kiu c nn t ch trng n hot ng chm sc khch hng. Qui m th trng ngy cng ln nhng tc m rng th phn ca VNPT Nam nh ngy cng nh li, khch hng thc tng vo mng thp c bit 2008 so 2007 ch t 75%. - nh gi ca khch hng tim nng v nguyn nhn khng s dng dch v ca VNPT Nam nh (kt qu iu tra trong phn 2.3) Bng 2.21 Kt qu kho st trng hp khch hng tim nng ca VNPT Nam nh TT 1 2 3 4 5 6 7 L do khng s dng dch v ca Vin thng Nam nh Khng c nhu cu s dng ang s dng dch v ca doanh nghip vin thng khc Do cht lng dch v ca Vin thng Nam nh km Do phong cch phc v ca nhn vin Vin thng Nam nh km Do gi cc cao hn ca doanh nghip khc. C nhu cu nhng kh nng mng li ca Vin thng Nam nh khng p ng c. T l % 11% 22% 15% 12% 31% 5%
Do khng c kh nng thanh ton. 4% Ngun: phng k hoch kinh doanh - VNPT Nam nh
Nh vy khch hng khng s dng dch v ca Vin thng Nam nh do gi cc cao chim ti 31%. Phn gi cc ny do Tp on Bu chnh - Vin thng Vit Nam qui nh b B Thng tin v Truyn thng qun l v VNPT chim th phn khng ch. Cn li ch yu l do nguyn nhn ch quan ca VNPT Nam nh nh u t mng li cha theo nhu cu ca khch hng m u t theo k hoch ch quan ca n v, cht
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lng dch v, cht lng phc v thp nn khng thu ht c khch hng tim nng vo mng khch hng s dng dch v ca i th cnh tranh. Vai tr gi khch hng hin c, to ra khch hng trung thnh: T kt qu trong bng 2.20 cho thy: + Khch hng hin c ri b VNPT Nam nh vi tc rt cao trong cc nm gn y khi c s cnh tranh, nm 2006 ch c 947 khch hng ri b VNPT Nam nh th 7 thng u nm 2009 con s ny ln ti 18.276 khch hng ri b VNPT Nam nh, d kin ht 2009 khch hng b mng tng xng vi s khch hng pht trin mi trong nm. S lng khch hng b mng c xu hng tng cao v nhiu vng th trng khi tnh hnh cnh tranh ngy cng quyt lit v con s ny mi ch phn nh s lng khch hng b mng, trong nhiu khch hng trn mng ri b mt s dch v ca VNPT Nam nh nh trong cng m khch hng ri b in thoi c nh nhng vn dng cc dch v khc nh internet.... cn ln hn nhiu. Kt qu iu tra thc hin quyt nh s: 301/Q-VTT ngy 17/11/2008 ca VNPT Nam nh v khi st nguyn nhn khch hng ri mng Tng s phiu 2053 phiu trong o: Thnh ph 742 phiu, Cc huyn 1311 phiu. Hnh thc iu tra chn mu phng vn trc tip qua iu tra vin Bng 2.22 Kt qu iu tra nguyn nhn khch hng b mng
STT
1 2 3 4 5 6 7 8 9 10 11 12
Nguyn nhn khch hng b mng
Ton Tnh
% % % % % % % % % % % %
Khng c nhu cu 39.03 Do gi cc cao 3.78 Do vic sa cha dy my khng kp thi 3.17 Do cht lng mng 2.16 Do khng gii quyt thc mc cc chu o 1.96 Do thu cc khng hp l 1.01 Do b ct my thu cc 2.63 Do chuyn sang s dng dch v khc ca VNPT 14.31 Do chuyn sang s dng dch v ca doanh nghip khc 10.13 Cc nguyn nhn khc 8.78 Vng nh 11.75 khi phc tr li 1.28 Ngun: phng k hoch kinh doanh - VNPT Nam nh
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+ Khch hng trung thnh c xu hng tng chm t 125% nm 2007 so vi 2006 n 2008/2007 st gim cn 113%. Nhm khch hng di 1 nm hot ng trn mng khi s dng dch v ca VNPT Nam nh bin ng kh lng ch yu tng s lng khch hng do cc chng trnh khuyn mi ht vo mng sau hot ng cht lng dch v c bit cht lng chm sc khch hng khng t c k vng khch hng li ri mng m khng chuyn c sang nhm t trn 1 nm. V vy y cng l mt trong s nguyn nhn chnh dn n tc tng thp ca nhm khch hng trn 1 nm. nhm khch hng trung thnh trn 1 nm th nhm c thi gian hot ng t 1 n 3 nm ang suy gim mnh do khng thu ht c khch hng tim nng vo mng nhiu, khng gi c khch hng trn mng qu 1 nm v do nhm ny l nhng khch hng mi nn s trung thnh km hn so vi cc nhm trn v k vng cao hn nn d b tc ng bi i th cnh tranh, v li cc chnh sch chm sc khch hng ca VNPT Nam nh tp trung da theo mc doanh thu m cha ch trng n thi gian trung thu ca khch hng trong khi i th cnh tranh do mi gia nhp th trng vin thng c s t nm v khch hng ca h ch yu di 3 nm v h coi trng n thi gian trung thnh ca khch hng c chnh sch u tin chm sc khch hng nn truyn thng qung b tc ng xu ti k vng khch hng ca VNPT Nam nh trong khi VNPT Nam nh cha qun l c k vng ca khch hng dn ti kt qu s lng khch hng khng tho mn ngy cng cao. Cc nhm khch hng c thi gian trn mng trn 3 nm mc n nh cao hn do c thi gian gn b vi VNPT Nam nh c bit s dng tch hp nhiu dch v s thnh quen v cc nhm khch hng ny thng doanh thu cao hn 500.000 ng/thng nn c chm sc tt hn do chnh sch chm sc khch hng ca VNPT Nam nh tp trung ngun lc cho nhm khch hng doanh thu t 500.000 ng/thng tr ln. Nhm khch hng trn 5 nm thng l cc khch hng VIP nn doanh thu rt cao v s i hi s dng nhiu dch v gia tng tin ch v cc cng ngh mi. Nhm ny bt u c s bin ng gim do i th cnh tranh thc hin chnh sch tip th ht vo lp trn khch hng VIP ca VNPT Nam nh khuyn khch dng trn gi tt c cc dch v c bit dch v mi cht lng cao nh truyn dn cp quang FTTh..v dng chnh sch gi kt hp vi cng ngh chm sc khch hng c bit l
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linh hot theo s bin ng ca k vng khch hng nn c xu hng st gim l hi ci cnh bo VNPT Nam nh nu khng sm nng cao cht lng chm sc khch hng th khng ch mt khch hng lp di doanh thu thp v mc trung thnh cha cao m mt ngay chnh lp khch hng 20% ra 80% doanh thu ca n v. Tuy nhin do cc chnh sch chm sc khch hng ca VNPT Nam nh da trn tiu ch doanh thu m cha thc s qun l k vng ca khch hng v p ng cc k vng nn ch kch c mt nhm khch hng c doanh thu cao nh nhm khch hng ln cng tng cao trong cc nm gn y nhng s lng khch hng ln cha tng xng vi qui m khch hng tim n nguy c i th cnh tranh ang rt rut dn cc dch v trong m khch hng thuc nhm 20% top u nn tc tng cha tng xng vi tc tng nhu cu ca khch hng. Chm sc khch hng da theo tiu ch doanh thu ng gp ca khch hng cho VNPT Nam nh s khng bn vng v s trung thnh ca khch hng s gim dn c bit khi cc ngun lc v kinh t ca n v u t cho khch hng gim st so vi i th cnh tranh. Nh vy trn phng din tng th cht lng chm sc khch hng ca VNPT Nam nh ang gim st v cha p ng c k vng ca khch hng c bit cha thc hin tt c vai tr ca chm sc khch hng trong hot ng sn xut kinh doanh ca VNPT Nam nh. tm hiu r hn v cht lng ca tng nhm hot ng chm sc khch hng ca VNPT Nam nh v nguyn nhn su xa dn ti cht lng chm sc khch hng ca VNPT Nam nh cn nhng tn ti cha tho g c, lun vn s nh gi cht lng chm sc khch hng da trn mc hi lng ca khch hng v cht lng dch v ni chung cht lng chm sc khch hng ni ring ca VNPT Nam nh ng thi nh gi da trn nng lc v hiu qu ca khch hng bn trong trong lnh vc chm sc khch hng t nh gi ch quan ca cc b phn lnh o v qun l ca VNPT Nam nh. 2.3.3.2 nh gi cht lng hot ng chm sc khch hng bn ngoi ca VNPT Nam nh . nh gi mc hi lng ca khch hng, VNPT Nam nh t chc iu tra th trng i vi nhng khch hng ang s dng v cc khch hng ri mng vi mc ch tm ra cc nguyn nhn dn n vic khch hng khng s dng dch v ca VNPT Nam nh, (Mu phiu ti ph lc TRANG 127)
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* S lng chn mu : 1.000 ngi * Khu vc chon mu : Thnh ph Nam nh : 200 ngi, 9 huyn : 800 ngi. Kt qu iu tra trong nm 2008 nh sau Bng 2.23 Kt qu kho st khch hng ang s dng dch v ca VNPT Nam nh TT 1 Cc cu hi nh gi cht lng k thut.
nh gi (cm nhn) ca khch hng v cht lng dch v do Vin thng Nam nh cung cp - Tt - Chp nhn c - Khng chp nhn c 56% 27% 17%
Mc hi lng
T l %
nh gi cht lng chc nng (cht lng chm sc khch hng) 2.1 Theo yu t con ngi 2
nh gi ca khch hng v thi phc v ca nhn vin Vin thng Nam nh khi giao tip vi khch hng - Nim n, nhit tnh - Chp nhn c - Khng th chp nhn c - Tt - Chp nhn c - Km hp dn - Ln hn 1 ngy - 1 ngy - 4 gi lm vic - ph hp - Cha ph hp - Thanh ton ti nh - Thanh ton ti ca hng - Thanh ton qua ngn hng 38% 51% 11% 12% 21% 67% 27% 52% 21% 33% 67% 79% 12% 9%
2.2 Cc chnh sch h tr

nh gi ca khch hng v cc chnh sch kinh t chm sc khch hng ca Vin thng Nam nh cho cc dch v
2.3 nh gi cc hot ng mang li s thun tin

Thi gian khc phc s c mt lin lc ca Vin thng Nam nh i vi cc dch v khch hng ang s dng Hnh thc thanh ton cc vin thng hin nay i vi khch hng Nhu cu ca khch hng v hnh thc thanh ton cc vin thng
Ngun: phng k hoch kinh doanh - VNPT Nam nh T bng kt qu iu tra trn c th nh gi nh sau: V cht lng k thut dch v vin thng VNPT Nam nh cung cp c 83% khch hng nh gi cht lng k thut nm trong vng chp nhn ca k vng khch hng, 17% khng tho mn, kt qu ny cho thy cht lng k thut ca VNPT Nam
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nh cn c ci thin, nu cht lng k thut tt, gi c hp l th chm sc khch hng mi pht huy c hiu qu cao. V con ngi c nh gi y l nhng ngi tuyn u c khch hng nh gi 11% khng th chp nhn c v trnh chuyn mn nghip v, thi phc v v giao tip vi khch hng, 38% hi lng v 51% tm chp nhn. Trong hot ng kinh dooanh dch v nhn t con ngi cc k quan trng, nhn vin trong doanh nghip l mt phn ca dch v v c tc ng rt ln n s tho mn nhu cu ca khch hng em li s hi lng ca khch hng. Tuy nhin nng lc ca nhng ngi tuyn u VNPT Nam nh cha lm tho mn c khch hng, ch c 38% khch hng thc s hi lng l ch s ng bo ng phn nh thc trng cht lng khch hng bn trong ca VNPT Nam nh cn nhiu yu km. Nguyn nhn ny khng hn ch do chnh ngi ngi giao tip trc tip vi khch hng m do hot ng chm sc khch hng bn trong ca VNPT Nam nh cha tt dn ti dy truyn chm sc khch hng b gin on mt s mt xch tc ng xu ti cht lng giao tip ng x nn n bc l nhng im yu km l nguyn nhn khch hng khng hi lng. V chnh sch chm sc khch hng ca VNPT Nam nh: 67% khch hng c phng vn nh gi chnh sch chm sc khch hng ca VNPT Nam nh km hp rt cho thy im yu ca cc chnh sch chm sc khch hng ca VNPT Nam nh nh cha ch trng n thi gian chung thy ca khch hng vi VNPT Nam nh, cha thc s coi trng nhu cu, mong mun ca khch hng v ban hnh ra theo ch quan ca n v nn mc d tn km ngun lc nhng khng t c mc tiu, s km hp dn cho thy VNPT Nam nh cn c nhng i mi v cch ngh, cch lm, phi coi trng khch hng v qun l tt nhu cu ca khch hng t lm nn tng ban hnh chnh sch thay v ban hnh chnh sch theo ch quan ca doanh nghip v theo s ch o ch quan ca lnh o n v m cha ch trng n khch hng mun g h hi lng vi nhng yu km thiu xt trong qu trnh kinh doanh cha p ng c k vng v s bin i k vng ca khch hng khi c s tc ng ca i th cnh tranh, ca truyn thng.. V cc hot ng mang li s thun tin: + Thi gian khc phc s c cha kp thi v theo qui nh VNPT Nam nh s cam kt khc phc s c trc 4 h lm vic nhng thc trng ch c 21% khch hng
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c iu tra nh gi ng thi gian qui nh cn li 79% cha thc hin c cam kt, song song gia x l s khng kp thi th cht lng x l khng c kim tra kim sot, thi nhn vin cn u sch nhiu vi vnh gy kh d cho khch hng dn ti khch hng b mng hoc khiu kin vt cp, vn ny hin VNPT Nam nh v ang c nhng bc t ph vi hnh thc quyt lit gim st v gim thi gian cam kt x l xung di 2 h lm vic tnh cnh tranh khi cc doanh nghip khc nh Viettel cam kt di 3 gi lm vic trong khi VNPT Nam nh c i ng t dy v k thut rt ln c tr s khp a bn tnh Nam nh. Hnh thc thu cc vin thng hin trng ca VNPT Nam nh cha ch ng v thu hu ht cc quy giao dch v mt s Bu in vn ho x nn bn knh phc v c im nn ti 3Km n 5 Km l qu xa, thi gian thu theo gi hnh chnh v cng nhc ngy thu nn kh khn cho khch hng, 67% khch hng cha rng thu cc nh hin ti l cha thun tin, ch c 33% khch hng cho l ph hp mt phn do khch hng gn im thu cc, khch hng chuyn khon hoc khch hng mt s khu vc th im thu ti nh. 79% khch hng cho rng thu cc ti nh l ph hp, iu ny s mang li s thun tin cho khch hng. Hnh thc thu ti quy dng in thoi nhc n s gy kh chu cho khch hng, nhn vin thu n khng nm c nhu cu mong mun ca khch hng, khch hng c cn t vn, thc mc, hi p th do thu vi s lng ho n nhiu, lng khch hng ng nn tr li cha c chu o hoc t chi tr li dn ti khch hng than phin tim n nguy c b mng hoc khiu ni, khiu t nu hot ng gii quyt khiu ni khiu t khng c thun tin vi cht lng thp nh hin nay cng y nguy c khch hng tht vng v b mng sang i th cnh tranh. 2.3.3.3 nh gi cht lng khch hng bn trong t ch quan ca cc nh qun l ca VNPT Nam nh. Theo nghin cu Rosenbluth[6, tr 19] cho rng: Cc cng ty ch t nh la bn thn mnh khi tin rng: Khch hng l thng . Nhn vin s khng coi khch hng l s mt ch v lnh o ca h k vng nh vy. Ch khi nhn vin nhn thy mnh quan trng nh th no, th h mi chn thnh chia s cm gic ca mnh vi ngi
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khc. Ci l c a ra l, nu cng ty to cho nhn vin cm gic cng thng, lo s v tht vng thng xuyn, h s mang nhng cm gic y v nh, to ra nhng cng thng trong gia nh v h s li mang tm trng y n cng ty ngy hm sau, ri hm sau na, vng quay y lp i lp li Dn dn, s am m, nhit tnh trong cng vic s b thay th bng ni lo s, trch nhim phi hon thnh cng vic lun nng trn vai. Hu qu xu hn l khi nhn vin ca bn n gp khch hng bng chnh tm trng bt n y. Lc , khch hng s l ngi hng chu s kh chu, bc bi y v h s chng th l thng theo ng nhng g m ng ch doanh nghip mong mun. Hiu qu cng vic ca nhn vin khi tip xc vi khch hng ch c c khi nhn vin c s chm sc tt ca cc khch hng trc mnh m u tin l ch doanh nghip, t cc nh Lnh o, cc nh qun l v t chnh nhn vin h tr trc tip vi mnh trong dy truyn chm sc khch hng th khi chm sc khch hng bn ngoi mi mang li hiu qu cao. Chm sc khch hng bn trong th hin s quan tm ca doanh nghip tho mn cc k vng ca nhn vin nh nhu cu o to bi dng chuyn mn nghip v, c ch tuyn dng v b nhim, c hi thng tin, thu nhp, mi trng cng tc (vn ho doanh nghip), s cng nhn ca cp trn Nu cc nhu cu ny khng t nh k vng ca nhn vin, doanh nghip s c cht lng i ng chm sc khch hng km, tc ng nghim trng n cht lng chm sc khch hng bn ngoi. Nu nng lc v hiu qu cng vic tt th doanh nghip ang s hu i ng chm sc khch hng tt vn ch l yu t thun tin v cc chnh sch h tr chm sc khch vi khch hng bn ngoi nu doanh nghip lm tt s thnh cng. Nh vy nh gi nng lc v hiu qu ca i ng nhn vin hin ti ca VNPT Nam nh xem thc cht h cng hin ht mnh cho khch hng bng chnh con tim ca h cha hay ni cch khc nh gi s quan tm u t v chm sc nhn vin trong c quan h cng hin ht mnh cho khch hng bng chnh con tim ca h. nh gi nng lc v hiu qu ca i ng nhn vin s phn nh c cht lng chm sc khch hng ni b ca doanh nghip ng thi tm ra nguyn nhn tc ng n cht lng dch v chm sc khch hng bn ngoi to ra kt qu chm sc khch hng bn ngoi nh phn tch trn..
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Cc tiu ch nh gi theo CRM Vit Nam, lun vn xy dng v thc hin phiu iu tra vi cc ni dung sau: i tng c phng vn: L nhng ngi qun l cc b phn v nhn vin chuyn trch chm sc khch hng ca VNPT Nam nh nh gi thc trng nng lc v hiu qu ca nhn vin trong hot ng chm sc khch hng ti VNPT Nam nh gm: - Trng ph cc phng chc nng ca VNPT Nam nh. - Gim c, ph gim c cc n v trc thuc VNPT Nam nh. - Ph trch kinh doanh tip th, k ton chnh, ph trch k thut ti cc n v. - Nhn vin phng k hoch kinh doanh. - Ph trch cc nhm ca cc phng ban chc nng VNPT Nam nh. - Ton b cc t trng cc t sn xut ca Trung tm dch v khch hng v nhn vin ph trch tip th, bn hng v chm sc khch hng. - Chuyn vin ph trch nhn s, nhn vin ph trch o to ca phng t chc lao ng tin lng VNPT Nam nh, cc nhn vin ph trch lao ng tin lng ti cc n v trc thuc VNPT Nam nh. Ngi phng vn:Nhn vin ph trch chm sc khch hng ti cc n v, Nhn vin ph trch chm sc khch hng ca VNPT Nam nh. S phiu pht ra 100 phiu, S phiu c cht lng l 95 phiu. (Mu phiu ti ph lc) Bng 2.24 Kt qu phng vn khch hng ni b: TT Ni dung nh gi
nh gi v s thn thin ca nhn vin VNPT Nam nh vi khch hng. nh gi v K nng giao tip ca nhn vin VNPT Nam nh vi khch hng.
Mc cht lng - Rt thn thin - Bnh thng - Khng thn thin - Tt - Chp nhn c
S phiu
20 72 3 14 74
T l
21% 76% 3% 15% 78%
1 2
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- cha tt
nh gi v s nhit tnh v sn sng h tr khch hng ca nhn vin VNPT Nam nh.
7 26 58 11 39 51 5 43 44 8 28 61 6 67 21 7
7% 27% 61% 12% 41% 54% 5% 45% 46% 8% 29% 64% 6% 71% 22% 7%
- Nhit tnh - Chp nhn c - cha nhit tnh - Rt lng nghe - bnh thng - khng lng nghe - Tn trng - bnh thng - khng tn trng - Rt ng hn - bnh thng - khng ng hn - c t mc tiu - Nhn vin khng bit - khng t mc tiu
nh gi v s lng nghe ca nhn vin VNPT Nam nh vi khch hng. nh gi v nhn vin c tn trng thi gian ca khch hng khng (c khch hng ch lu khng trong khi c nhn khng ch hoc lm vic ring). nh gi v nhn vin c thc hin yu cu ca khch hng ng hn khng (c tn trong khi hn khch hng k hp ng hay t vn, sa cha..).
nh gi v nhn vin c t mc tiu phn u khng
Ngun: phng k hoch kinh doanh - VNPT Nam nh
T kt qu iu tra ti bng tng hp trn cho thy mt s nhng l hng v cht lng nhn lc ca VNPT Nam nh trong hot ng chm sc khch hng nh s thn thin ca nhn vin vi khch hng c 21% s ngi c phng vn nh gi ch quan l rt thn thin, t l chp nhn c 76% v 3% nh gi nhn vin khng thn thin vi khch hng, ch tiu ny cho thy v ch quan theo nhn nh ca i ng Lnh o v qun l chuyn trch v tip th, bn hng v chm sc khch hng ch c 21% c coi l hi lng v nhn vin ca mnh, cn li t l qu ln nh gi mc thn thin mc chp nhn c cho thy s yu km ca i ng nhn vin ca VNPT Nam nh mt phn do c thi gian qu di VNPT Nam nh lm vic trong mi trng c quyn theo phng thc khch hng cn tm n doanh nghip mua hng, mua hng theo c ch phn phi kiu c v hng ngn khch hng c nhu cu nhng cha c mng li dn ti khch hng phi chiu chung, chy cht, b phong b cho nhn vin c u tin s dng dch v vin thng ca VNPT Nam nh trong nhng nm 2004, 2005, 2006 tr v trc li th h, np ngh, s nhn thc
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n su vo trong tr no ca nhn vin k c Lnh o n v m khng phi mt sm mt chiu m i mi c. V trnh chuyn mn nghip v v k nng giao tip l nhng nhn t quan trong cu thnh nn cht lng dch v cung cp cho khch hng, ch tiu ny rt ng bun ch 15% nh gi nhn vin ca VNPT Nam nh c cht lng phc v v giao tip vi khch hng tt, 78% nh gi chp nhn c mc khng hi lng lm v n 7% cho rng cha tt. Nh vy trnh chuyn mn nghip v v k nng giao tip ng x ca nhn vin VNPT Nam nh vi khch hng cht lng thp, nhiu nhn vin i lm hi lng b m do i b phn l con em trong ngnh Bu in, nhng nhn vin ny c mt giai on hng thnh ca ngnh t nhng nm 1995 n 2003 nn gia nh kh gi i lm nhng khng c mc ch, phn cn li cha c o to nhiu v k nng, hot ng kim tra, nh gi cht lng phc v theo qui nh ca VNPT cha c n v trin khai nn cht lng giao tip ng x khng c iu chnh thng xuyn dn ti cht lng nhn lc thp. nh gi s nhit tnh ca nhn vin cho thy 12% cha nhit tnh, 61% chp nhn c ch 21% nhit tnh cho thy nhn vin lm vic cha ht mnh, cha lm bng con tim ca mnh, s ngi lm nhit tnh l nhng ngi mi vo, nhng ngi khng c ngi thn trong c quan hoc nhng ngi rt kh khn c c cng vic trong VNPT Nam nh. S nhit tnh ca nhn vin rt km cho thy c ch phn phi thu nhp ca VNPT Nam nh cha nh gi c quyn li v trch nhim ca tng nhn vin m ang theo c ch co bng ngi lm tt cng nh khng tt chnh lch khng ng k, n hn li ln c bit c hi thng tin v s cng nhn ca Lnh o n v cha nh gi da trn cht lng lao ng ca nhn vin theo mt qu trnh m cn theo ch quan ca Lnh o dn ti nhn vin khng cng hin ht mnh nhit tnh vi cng vic m lm theo kiu ht gi v ch khng lm theo ht vic mi v dn ti cht lng dch v thp. K nng lng nghe ca nhn vin l k nng rt quan trng ca ngi cung cp dch v vi khch hng. 41% nhn vin c nh gi lng nghe khch hng, s cn li ngng chp nhn c v 5% khng quan tm khch hng ni g. Nguyn nhn ny cn xem xt v s o to ca VNPT Nam nh cho nhn vin, qui trnh cung cp dch v c bit c s vt cht nh h thng bn quy giao dch c ph hp khng, hu ht bn quy ca VNPT Nam nh thit k theo kiu c c vch knh ngn cao hn ch
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mt cp, giao dch vin chm ch nhn mn hnh, khch hng ng giao tip dn ti nhn vin kh nghe khch hng ni v qui trnh cung cp dch v qu phc tp, th tc rm ra, cc phn mm h tr nhn vin hn ch c bit c s d liu khch hng v cc chng trnh phn mm bn hng, iu kin vt cht km nh giao dch hp khch hng xp hng ch t, cha t chc tt cng tc coi xe min ph nn khch hng va giao dch va coi xe, nhn vin lm vic khng c thi gian nghe khch hng ni v giao tip vi khch hng nn cht lng cha cao. Ch tiu s tn trng thi gian khch hng ca nhn vin v c bn cc im giao dch c nh dn t khch, s bn hng v chm sc khch hng theo yu cu cn c tng cng v lng khch hng nhp mng mi gim v s cnh tranh ngy cng quyt lit, khch hng c nhiu la chn nn ch tiu ny c kh quan hn, tuy nhin ch tiu ng hn ca nhn vin khi t lch vi khch hng cn 6% cha ng hn, 64% bnh thng, ch tiu ny cho thy s i mi ca VNPT Nam nh trc kia khch hng t tm n VNPT Nam nh lm vic nay c s i mi ng k. Nhn vin i lm khng c mc ch, i lm hi lng b m, c vic lm cho vui chim 7% s phiu iu tra, 22% nh gi nhn vin khng bit mc tiu ca mnh l g, nu khng xc nh mc tiu, khng c tham vng khc g ngi m i gia ban ngy. Nhn vin khng c mc ch s dn ti khng c ng c lm vic, khng c ng c lm vic s khng gn b v cng hin ht mnh, i lm n u th n v hu qu xu cht ln khch hng. S v hng ch phn u ca nhn vin th hin cht lng cng tc tuyn dng u vo ca VNPT Nam nh thp, cng tc truyn t truyn thng ngnh, vn ho doanh nghip v to ng c lm vic, to mi trng lm vic vn minh, to c hi thng tin ca nhn vin cha c s r rng dn ti nhn vin v vng hoc khng c k vng khi lm vic ti VNPT Nam nh. Vi i ng nhn vin 29% i lm khng c mc ch v khng xc nh c mc ch ca mnh i lm VNPT Nam nh l g dn ti 29% s lao ng ny khng c ng c lm vic, lm ht gi ch khng lm ht vic, khng cng hin ht mnh nh hng ti cc mt xch khch hng bn trong v tc ng ti khch hng bn ngoi. 2.3.4 nh gi cht lng chm sc khch hng ca cc i th cnh tranh Trn a bn tnh Nam nh hin c 6 doanh nghip vin thng gm VNPT (Vin VNPT Nam nh v cng ty VMS- MobiFone), Viettel, EVN-Telecom, SPT, Cng ty c phn vin thng H ni, Gtel ang u t h tng. Tuy nhin ch c 3 doanh nghip
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l c h thng dch v chm sc khch hng cnh tranh quyt lit vi nhau l VNPT Nam nh , Viettel, EVN-Telecom (ngoi ra cn c VMS-Mobifone, nhng n v ny cng trong tp on VNPT khng phi l n v cnh tranh vi VNPT Nam nh). Thc trng h thng dch v khch hng ca 2 doanh nghip cnh tranh trc tip vi Vin thng Nam nh l Viettel v EVN-Telecom nh sau : *Viettel : Chi nhnh Viettel ti Nam nh c tch thnh 2 b phn hot ng c lp theo chc nng ring l : chi nhnh v k thut v chi nhnh v kinh doanh. Vic tch ring cho thy cng tc chm sc khch hng ca Viettel c c bit quan tm v c tnh c lp cao tng tnh linh hot trong vic kinh doanh cng nh tng cng hn na tnh chuyn nghip trong i ng cn b nhn vin kinh doanh, tip th, bn hng v chm sc khch hng ca Viettel trnh c tnh trng coi nh cng tc dch v khch hng vi i ng khng c chuyn mn v lm kim nhim nhiu chc nng nn khng c tnh chuyn su. im mnh ca Viettel : - Chnh sch cho ngi bn hng, chm sc khch hng trung gian l cc i l v cc cng tc vin linh hot nn pht huy c tnh ch ng v sng to ca nhn vin, pht huy c sc mnh ca cng tc vin (quyn li v trch nhim i song hnh). To ng lc cho ngi lm dch v chm sc khch hng. - Nhn vin bn hng, chm sc khch hng l lao ng hp ng thi v v c s o thi. - Cc chnh sch gi cc ca Viettel mang tnh di hi, thc hin cc gi cc hp dn khch hng. - Ton b chi nhnh kinh doanh c chnh sch lng thng mm do vi mc thng gia ngi c ng gp cao v ngi c ng gp thp rt cao ti 100% lng chnh, to ng lc cho nhn vin lun c ng c lm vic tt vi tm l thoi mi s c s sng to trong lao ng, nng ng v nhit tnh trong quan h vi khch hng v ng nghip c bit c s h tr gip nhau gia cn b cng nhn vin cng hon thnh nhim v cng nhn c thng trong thng ngay nn Viettel pht huy sc mnh tp th rt tt trong cng tc kinh doanh. - Cng tc tuyn dng lao ng ca Viettel tng i tt, chnh sch i ng hp dn kt hp vi thng hiu Viettel ang l thng hiu mnh trong tm tr khch hng ( hnh nh Viettel l n v nng ng, gi cc thp v s lng khng hng tiu dng di ng ng nht ). V vy Viettel c c hi thu ht lao ng gii. Viettel lun m ca
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vi nhng ngi lao ng c nng lc thc s, c c mi trng v c hi cng hin trong cng tc nn thu ht c nhiu lao ng tr vi sc nhit thuyt v s sng to cao li vi n v. C th ni Viettel v ang thnh cng vi cng tc qun l nhn lc ca mnh c bit l cng tc to ng lc lm vic cho nhn vin. - i ng qun l kinh doanh/chm sc khch hng ca Viettel c o to bi bn, c tnh chuyn nghip v c s sng lc qua thi gian. - Vic thu n cc vin thng c thc hin theo yu cu khch hng. im yu ca Viettel : - Cc im bn hng b ng: c bn l cc i l nn tnh chuyn nghip khng cao trong cng tc h tr khch hng, t hiu bit dch v. - i ng bn hng, chm sc khch hng lin kt mm nn d b ng trong cng tc bn hng, chm sc khch hng nu i th c chnh sch u vit hn s thu ht ht ngi bn hng gii, chm sc khch hng gii v cc i l s khng c tnh n nh cao nu chnh sch i l khng c tnh cnh tranh so vi i th cnh tranh. - Cha c h thng h tr khch hng nh cc s my bo hng, ng dy nng. EVN-Telecom: i l EVN-Telecom l in lc Nam nh. Ti mi huyn c 1 im bn hng v chm sc khch hng ca EVN-Telecom do 1 lao ng chuyn trch chu trch nhim t chc thc hin v tng hp kt qu kinh doanh dch v EVN-Telecom hng thng. Cng tc trin khai kinh doanh,chm sc khch hng s phi hp vi chi nhnh in cc huyn giao khon tng cn b cng nhn vin ngnh in buc phi t pht trin, chm sc khch hng thu bao cho ngnh. Vic thc thi cng tc bn hng, chm sc khch hng vin thng l nhim v ca cc chi nhnh in v ca tng cn b cng nhn vin c nh gi theo im hon thnh ca qu. n thi im hin ti c th ni EVN-Telecom ch pht trin trong ni b, s hiu bit ca i ng bn hng, chm sc khch hng v dch v b hn ch . im mnh ca EVN-Telecom: - EVN-Telecom c h thng knh phn phi v chm sc khch hng tng i ch ng, tri u trn tt cc cc vng th trng ( ti cc chi nhnh in a phng). - xy dng c h thng bn hng, chm sc khch hng ch ng l cn b cng nhn vin ca ngnh in. - Vic thu n cc vin thng c thc hin theo yu cu khch hng.
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im yu ca EVN-Telecom : - Do cht lng dch v ca EVN-Telecom thp dn n tc pht trin thu bao chm nn i l khng doanh thu, khng thu nhp, h khng mn m vi cng tc chm sc khch hng v b dn khng bn hng, chm sc khch hng cho EVN-Telecom na. - Chnh sch cho ngi bn hng, chm sc khch hng cha linh hot. - i ng bn hng, chm sc khch hng ca EVN- Telecom cha chuyn nghip. - Cha c h thng h tr khch hng nh cc s my bo hng, ng dy nng. 2.3. 5 im mnh, im yu tc ng cht lng chm sc khch hng ti VNPT Nam nh. 2.3.5.1. im mnh: - Vin thng Nam nh xy dng c h thng knh bn hng, chm sc khch hng ti nhiu vng trong tnh, tip cn vi khch hng mi ni. Khong cch t khch hng ti a im cung cp dch v ngn. H thng ca hng ca Vin thng Nam nh c ng b ha thng hiu, to du n cho khch hng. - Bc u xy dng c h thng phn loi khch hng v qun l khch hng. - c cc chnh sch h tr khch hng bao gm cc chnh sch v kinh t, chnh sch v h tr k thut cho cc i tng khch hng c bit, khch hng doanh nghip c bit, khch hng ln, khch hng c doanh thu cao. - i ng bn hng v chm sc khch hng ca VNPT Nam nh c o to qua trng lp, c chuyn mn nghip v vin thng p ng c nhu cu khch hng. - Hng nm Vin thng Nam nh u t chc Hi ngh khch hng lng nghe cc kin phn nh t pha khch hng t c gii php p ng nhu cu khch hng. - Thng nin u t chc cc hot ng chm sc khch hng nhn dp u nm mi m lch; Cc hot ng chm sc khch hng nhn cc ngy quan trng ca khch hng (ngy sinh nht, ngy thnh lp, ngy hiu, h ... ca khch hng c bit, khch hng doanh nghip c bit, khch hng ln, khch hng c doanh thu cao) u c cc n v trin khai thc hin. - thnh lp trung tm dch v khch hng thc hin chc nng chm sc khch hng trn thnh ph Nam nh v mt s ni dung trin khai trn ton tnh nh tip nhn gii p thc mc ca khch hng v t chc hi ngh khch hng... 2.3.5.2. im yu
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2.3.5.2.1 Cc im yu chm sc khch hng bn ngoi V qun l khch hng VNPT Nam nh cha c s qun l nhu cu khch hng v k vng ca khch hng mt cch thng xuyn lin tc v khoa hc c bit ng dng cng ngh thng tin vo qun tr khch hng th hin: + Phn loi khch hng cha quan tm n i tng khch hng trung thnh s dng dch v lu nm (cha c ch s thi gian trung thnh ca khch hng), cc tiu thc phn loi ch yu theo doanh thu phc v nhng mc tiu nng ca n v mang tnh ma v theo tng t chm sc khch hng gi cc khch hng doanh thu cao, cc tiu thc phn loi theo tng dch v hoc theo tng ngnh ngh cha c trin khai. + C s d liu khch hng cn mang tnh th cng, cha c chng trnh phn mm qun l d liu khch hng p ng yu cu cho hot ng chm sc khch hng, chng trnh CRM hin ti qu lc hu v khng p ng c cc nhu cu ca khch hng bn trong trong qu trnh h tr chm sc khch hng v cha qun tr c nhu cu ca khch hng bn ngoi. H thng c s d liu khch hng hin ti cha p ng yu cu h tr cho cng tc chm sc khch hng. + Cng tc qun l nhu cu ca khch hng hay ni cch khc thng tin t khch hng qu s si ch c a ch, s in thoi cn li hu ht cc nhu cu ca khch hng nh s thch, ngy sinh nht, ngy k nim, thi gian trung thnh trn mng, nhu cu cc dch v v nhu cu khu thanh ton, lch s s c lin lc ca khch hng do cc nguyn nhn, s ln khiu ni, ni dung khiu ni c lp li nhiu ln khng, i t ca khch hng ra sao..... cn thiu v cha ng nht nh nh hoc c quan i tn, a ch nhng cha cp nht c vo d liu... V chm sc khch hng. - Cc chnh sch kinh t trong thi gian qua mi ch quan tm n i tng khch hng ln, cha thc s hp dn, thu ht cc i tng khch hng khc so vi cc i th cnh tranh. Cc tiu thc chm sc khch hng quan tm nhiu n ch tiu doanh thu, cha quan tm n mc trung thnh ca khch hng. - Cha pht huy c s tnh u vit trong vic a dng ho dch v cung cp cho khch hng v s lng khch hng trung thnh trn mng ca n v bng cc chnh
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sch mc ni tch hp a dch v min gim cc v khuyn khch tiu dng nhiu dch v ca VNPT trong mt m khch hng. - Cha thc hin chnh sch chit khu thanh ton cho cc khch hng thanh ton sm hn qui nh ti a hoc thanh ton ng hn y mnh khuyn khch khch hng np cc sm gia tng li ch cho khch hng ng thi tng hiu qu thu n. H tr khch hng. - Cha t chc knh gii p thng tin khch hng v tip nhn thng tin bo hng tp trung qua s in thoi min ph 119 h tr khch hng trong qu trnh s dng dch v, Cng tc t chc h thng gii p v h tr dch v cha a dng, cha thng nht v tp trung ton tnh nn gy phin h cho khch hng khi bo hng. - Cha xy dng c Website qung co, hng dn khch hng s dng dch v v tip nhn nhu cu s dng dch v t pha khch hng . Cha ban hnh s in thoi ng dy nng phc v nhu cu cp thit ca khch hng. - ng dy thu bao ca khch hng khng c o kim v bo dng nh k, vn c tnh trng thu bao bo hng nhiu ln mi sa, thi gian sa cha lu, khng m bo ch tiu k thut cng b. - Thc t mt s n v c s bung lng khng thc hin ng cc quy trnh cung cp dch v v bo dng thu bao, khng m bo cc ch tiu cht lng ca dch v cung cp cho khch hng. - Cng tc thu n cc vin thng nhiu n v t chc cha tt, t l khch hng n ng cao dn n khch hng ri mng. - Cha thit lp c s d liu lu tr v qun l h s khiu ni khch hng lm c s cho vic phn tch, nh gi, tm gii php nng cao cht lng dch v, cht lng phc v khch hng. Quan h ng x vi khch hng - Cha thc hin vic nh gi thng xuyn cht lng phc v theo hng dn ti b tiu chun cht lng phc v ca VNPT. - Cc hot ng giao tip vi khch hng ch yu giao dch trc tip, hi ngh khch hng, cha c cc quan h ng x nhiu qua cc phng tin thng tin a phng tin nh trc tip trn Web, tr li trc tuyn trn truyn hnh, trn i pht thanh... 2.3.5.2.2 Cc im yu chm sc khch hng bn trong
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- Cht lng v i ng: i ng nhn vin kinh doanh tip th cn thiu, cht lng cha cao; i ng nhn vin k thut h tr khch hng cn yu v chuyn mn, c bit l trnh tin hc h tr dch v Internet MegaVNN cho khch hng. - Nhn thc v cng tc chm sc khch hng ca mt b phn cn b cng nhn vin cn yu km k c cp lnh o mt s Trung tm Vin thng dn n trin khai cng tc chm sc khch hng ca VNPT Nam nh mt cch chiu l, hi ht, khng mang tnh chuyn nghip. Tnh ch ng ca cc n v cn hn ch, yu km trong khu trin khai thc hin cc ch o ca VNPT Nam nh . - H thng t chc chm sc khch hng cha chuyn nghip m mang tnh kim nhim, Trung tm dch v khch hng ch n thun thc hin chm sc khch hng trn a bn thnh ph Nam nh m cha trin khai chm sc khch hng trn ton tnh theo ng chc nng chm sc khch hng thay v bn hng nh hin nay. - Hot ng chm sc khch hng bn trong cn nhiu yu km cha p ng c k vng ca nhn vin nn cha to c ng lc cho nhn vin cng hin ht mnh. - C ch lng, thng cha thc s l ng lc khuyn khch nhn vin nng cao hiu qu cng vic trong cng tc chm sc khch hng.
CHNG 3
MT S GII PHP NHM NNG CAO CHT LNG DCH V CHM SC KHCH HNG CA VNPT NAM NH
3.1. MC TIU CHUNG V NNG CAO CHT LNG CHM SC KHCH HNG CA VIN THNG NAM NH
- VNPT Nam nh thc hin chin lc cnh tranh theo s khc bit ho ly cht lng dch v lm mi nhn cnh tranh trong cht lng chm sc khch hng v kh cnh tranh ch o, khc bit ho cht lng chm sc khch hng m bo c tnh ni tri, hp gu v hi lng vi tng nhm khch hng tin ti tng khch hng c th trn tng dch v c th nh sau: - em li s hi lng, tin cy cho khch hng.
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- Gi khch hng hin ti, gia tng khch hng trung thnh, thu ht khch hng tim nng, gim chi ph kinh doanh, gim thiu thu bao ri mng, gia tng thu bao s dng a dch v nhm gi vng v m rng th phn gp phn tng doanh thu. - Xy dng hnh nh VNPT Nam nh nng ng, lun st cnh chung vai cng khch hng, sn sng phc v nhu cu v vin thng cng ngh thng tin khch hng mi lc, mi ni m bo cht lng tt nht, gi c ph hp nht, thun tin nht, kp thi nht vi phong cch phc v chuyn nghip nht em li s hi lng vt tri m kh c doanh nghip cung cp dch v vin thng no trn a bn m bo lin tc v kp thi nh VNPT Nam nh, lun m bo cam kt Phng trm kinh doanh tt c v khch hng p ng vi k vng ca khch hng khi la chn cc dch v vin thng cng ngh thng tin mang thng hiu VNPT Nam nh. - Gi vng v pht trin c i ng nhn vin chm sc khch hng c nng lc lm vic tt, hiu qu lm vic cao l n by tc ng tt n chm sc khch hng bn ngoi.
3.2. CC GII PHP NNG CAO CHT LNG CHM SC KHCH HNG CA VNPT NAM NH
3.2.1. Nhm gii php nng cao cht lng chm sc khch hng bn ngoi
3.2.1.1. Gii php qun l khch hng
thc hin gii php ny cn p dng cc bin php sau:
* Phn loi khch hng theo mc ch qun l khch hng:

- Mc ch: Nhm ng dng tin hc trong qun l khch hng theo tng nhm c im khc bit ca khch hng t tm ra nhm nhu cu qun l chm sc khch hng em li s hi lng vt tri cho khch hng vi mc chi ph ti u nht. - L do xut bin php: Khc phc nhng im yu v phn loi khch hng nh cha phn loi theo thi gian trung thnh ca khch hng m ch quan tm ti doanh thu, khng c c s d liu v tiu thc phn loi lm nn tng xy dng cc chnh sch chm sc khch hng theo mc ng gp ca khch hng v nhu cu ca nhm khch hng.... - Cc cng vic cn trin khai:
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Khch hng l doanh nghip c bit
Phn loi theo doanh thu
Phn loi theo thi gian trung thnh Khch hng kim cng Khch hng vng
Khch hng ln
Khch hng doanh thu cao Khch hng bc
Khch hng l cc nh khai thc Khch hng l cc t chc Khch hng l c nhn, h gia nh
Khch hng va v nh
Khch hng ng
Khch hng thy tinh
Hnh 3.1
M hnh phn loi khch hng VNPT Nam nh Theo c im ca khch hng: - Khch hng c bit; - Khch hng l doanh nghip c bit; - Khch hng l cc nh khai thc; - Khch hng l cc c quan, t chc; Trong phn ra: Cc t chc thuc nh nc v cc t chc t nhn. - Khch hng l h gia nh, c nhn. Theo mc ng gp doanh thu ca khch hng i vi n v: - Khch hng ln: Doanh thu pht sinh tnh gp cho mt m khch hng t 1 triu ng/thng tr ln (cha bao gm VAT). - Khch hng doanh thu cao: + Khch hng doanh thu cao tnh gp theo m khch hng vi mc cc pht sinh bnh qun/thng/khch hng ti thiu t 400.000 ng tr ln n di 1 triu ng (cha bao gm VAT).
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+ Khch hng doanh thu cao cho tng loi hnh dch v c phn loi theo mc ng gp doanh thu pht sinh bnh qun/thng/thu bao nh sau: Thu bao c nh, Gphone ti thiu t 100.000 tr ln; Thu bao di ng tr sau, MegaVNN ti thiu 250.000 tr ln. Phn loi theo thi gian trung thnh (thi gian khch hng hot ng trn mng).
a. Khch hng kim cng. L cc khch hng c thu bao hot ng lin tc t 7 nm tr ln. b. Khch hng vng. L cc khch hng c thu bao hot ng lin tc t 5 nm n di 7 nm. c. Khch hng bc. L cc khch hng c thu bao hot ng lin tc t 3 nm n di 5 nm d. Khch hng ng. L cc khch hng c thu bao hot ng lin tc t 1 nm n di 3 nm e. Khch hng thu tinh L cc khch hng c thu bao hot ng lin tc t di 1 nm
D liu khch hng ca VNPT Nam nh hin ch phn loi c n khch hng c thi gian 7 nm l cao nht. V vy vic phn loi theo ch tiu thi gian trung thnh ca khch hng ti a ch c th ph hp l t di 1 nm n trn 7 nm - Thi gian thc hin bin php: Ban hnh quyt nh phn loi khch hng theo tiu ch trn c hiu lc t 01/12/2009 lm tiu thc ban hnh chnh sch chm sc khch hng tri n khch hng trong dp tt nguyn n cho n 2010 ng thi khc phc yu km nm 2009 qung b v tr li cc kin ngh trong hi ngh khch hng nm 2010. - Kt qu mong i: K vng vic phn loi khch hng theo tiu ch trn s thun li cho ban hng cc chnh sch chm sc khch hng m bo khc phc c nhng im yu m i a s khch hng kin ngh trong nhiu hi ngh khch hng 2008 cng nh th gp v vic VNPT Nam nh t quan tm thng xuyn n nhng khch hng lu nm trung thnh trn mng do dng lu dy hng, my hng m ch quan tm nhiu ti
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khch hng mi gia nhp mng tri n vi nhng khch hng chung thu s dng dch v ca VNPT Nam nh s c c s ban hnh cc chnh sch h tr v chm sc khch hng tp trung nh tch ly im quay s m thng tri n khch hng. - Kt lun: Bin php ny tuy n gin nhng l bn l chun ho d liu khch hng ca VNPT Nam nh lm nn tng trin khai ng dng tin hc qun l c s d liu khch hng lm cng c h tr cho khch hng ni b VNPT Nam nh trong vic qun l khch hng ban hnh cc chnh sch chm sc, h tr, quan h ng x, gii quyt khiu ni vi khch hng v trin khai ng b tin li c chiu su hot ng chm sc khch hng.
* Xy dng v tin hc ha c s d liu khch hng:

- Mc ch: xy dng c s d liu khch hng chun ng dng tin hc tch hp phn mm dch v khch hng trong tch hp c phn mm qun l mng cp v cc hin nay thnh mt phn mm qun l v khai thc h thng dch v khch hng ly d liu t 1 ngun c s d liu khch hng nhm ng nht s liu v hn ch thao tc nhiu chng trnh trong cng tc qun l v tc nghip ca khch hng ni b thay v thc hin bn th cng v nhiu thao tc trong cung cp dch v khch hng nh hin nay. - L do xut bin php: Trn c s mng tin hc din rng ca VNPT Nam nh c, p ng cc yu cu v thng tin ca khch hng lm c s ban hnh cc chnh sch chm sc a dng, ph hp vi tng loi khch hng; cc bo co thng k cc s liu cn khai thc theo di ngy cng m rng v chuyn su m h thng CRM n giai on ny khng th p ng c. Do vy cn phi thit k h thng c s d liu mi p ng c cc nhu cu trong giai on mi. - Cc cng vic cn trin khai: Xy dng c s d liu khch hng : C s d liu khch hng phi c xy dng tp trung theo qui nh ca Tp on v ph hp vi tnh hnh ca VNPT Nam nh. C s d liu khch hng c xy dng da trn qui nh v phn loi khch hng v c cp nht thng xuyn lin tc cc bin ng v thng tin khch hng gm: - Tn khch hng: Tn thc ca khch hng, chc danh.
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- a ch c quan, a ch nh ring. - M khch hng: M thanh ton c gn cho khch hng. - S my/s account internet lin h. - Dch v s dng. - i tng khch hng phn theo c tnh ca khch hng:
+ Khch hng c bit. + Khch hng doanh nghip c bit. + Khch hng l cc nh khai thc khc. + Khch hng l t chc. + Khch hng l c nhn h gia nh. + i l. + Nghip v. + Cng v. + Doanh thc
Ngoi ra cn lu gi thm cc thng tin khc phc v chm sc khch hng nh: - Ngy k nim, ngy sinh ca khch hng (khch hng l c nhn). - Thng tin v ngi tham mu, quyt nh, thanh ton vic s dng dch v, ngy truyn thng, ngy k nim (i vi cc c quan, t chc...). - Tnh hnh khiu ni v gii quyt khiu ni. - Tnh hnh v s c v khc phc s c thu bao. - c im ngnh ngh, lnh vc kinh doanh. - Tiu chun k thut thit b, mng li ca khch hng. - S thch ca khch hng.
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Pht trin Qun tr
Mn g cp
Cp s X l 119
Giao tip i
TNG I
Website
CSDL
Chm s c
Qun l Qu Internet
Danh b Danh mc Audio text
Thu n
Hnh 3.2
Cc module tch hp khai thc c s d liu khch hng
Lnh o
CSDL
Giao nhim v nhi v chm sc s
Chm sc s
Khch hng Kh h
Ngun: Tham kho m hnh CSS VNPT nng, Hi phng Hnh 3.3 Module chm sc khch hng khai thc c s d liu khch hng Phn cp qun tr, s dng c s d liu khch hng :
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H thng c s d liu khch hng phi m bo tnh bo mt v h tr cc n v khai thc nng cao cht lng dch v chm sc khch hng. Cc n v s c qui nh mc s dng h thng c s d liu theo chc nng, nhim v v quyn hn ca n v trong vic khai thc s dng h thng c s d liu khch hng. C th phn thnh cc cp s dng khai thc nh sau: Cp 1 - Lnh o Vin thng tnh, phng K hoch Kinh doanh. Cp 2 - Cc phng qun l khc: Theo chc nng, nhim v qun l. Cp 3 - Cc n v c s: Qui nh chi tit cho cc chc danh: Cp 3.1 Lnh o n v. Cp 3.2 Nhn vin k thut tng i. Cp 3.3 Nhn vin k ton Cp 3.4 Nhn vin kinh doanh, tip th, chm sc khch hng. Cp 3.5 Nhn vin giao dch khch hng. Cp 3.6 Nhn vin tip nhn thng tin v gii p khch hng (1080, 119...). Cp 3.7 Nhn vin dy my, h tr k thut khch hng. Cp 3.8 Nhn vin thu n cc vin thng. Trn c s d liu khch hng, VNPT Nam nh cn trin khai mt h thng tch hp cc chng trnh qun l v khai thc nghip v ca dch v khch hng. Do vy s khc phc c cc tn ti hin nay v kh nng khai thc ca h thng thng tin. trin khai h thng thng tin h tr dch v chm sc khch hng cn phi u t v c s vt cht v xy dng mt i ng cn b tin hc c trnh v kinh nghim, kh nng tip thu v pht trin cng ngh tin hc mi vo iu kin c th ca Vin thng Nam nh. Pht trin c mng thng tin ti u h tr dch v chm sc khch hng l mc tiu ca tt c cc nh cung cp dch v vin thng ni chung v ca VNPT Nam nh ni ring. H thng thng tin hon thin s l mt cng c v cng c lc quyt nh nng sut lao ng v m bo cc ch tiu v cht lng dch v chm sc khch hng nh an ton, tnh chnh xc thng tin, tin cy... C s d liu khch hng c tin hc ho trn h thng dch v khch hng (Customer Service System) gi tt l CSS:
CSS l mt h thng qun l cc dch v vin thng trn m hnh khp kn ca.
cc qui trnh nghip v do VNPT qui nh, n cung cp mt b cng c phc v khai thc cc dch v vin thng mt cch hiu qu v tin li
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H thng c xy dng thc thi trn mng (kin trc Client/Server) vi my ch LINUX, h qun tr c s d liu Oracle, cc my trm s dng h iu hnh Windows 98 tr ln C s d liu c t chc qun l tp trung, m bo vic bo mt v d dng bo tr, bo dng h thng. Vic giao tip tng i Host, AudioText c thc hin hon ton t ng, vn cp s, ci t dch v, chm v m chm my, thng bo nhc n, i s my c gii quyt trit ngay sau khi c s tc ng ca ngi dng. Vn theo di n di hn, n kh i c gii quyt tt. H thng bo co ng trc tuyn gip cho vic theo di, gim st v n c thc hin cng vic c nhanh chng v hiu qun hn
Lnh o Khch hng Tnh cc
Giao dch
Danh mc Danh b
H thng CSS
Cp my
i OCB AudioText
K ton Mng cp
i 119
Ngun: Tham kho m hnh CSS VNPT nng, Hi phng Hnh 3.4 Phn cp cc i tng khai thc c s d liu khch hng - Thi gian thc hin bin php:
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T chc cho thu trong qu 4/2009, thc hin trong qu I/2010 v hon thin i vo khai thc chnh thc trong qu 4/2010 trong u tin thc hin modul bn hng v chm sc khch hng. - Chi ph bin php: Theo th mi Cng ty tin hc VNPT nng l mt n v trc thuc VNPT c th ch nh thu vi gi 800.000 triu ng (tm trm triu ng). Vi chi ph ny hon ton kh thi bi nm 2009 k hoch chinh ph ca VNPT Nam nh l 270 t ng trong chi ph sa cha 18 t ng, chi ph Marketing 20,6 t ng. - Kt qu mong i: Bin php s khc phc c nhng yu im ca CRM hin nay l khng p ng c qui m khch hng qu ln v s ng b c s d liu, ng nht thng tin, khc phc c im yu ca VNPT Nam nh l cha c c s d liu ng nht VNPT Nam nh khng nhng qun l tin hc ho d liu khch hng m cn kinh doanh danh b khch hng cho cc doanh nghip khc trn ton cu trong vic tm hiu th trngv thng tin khch hng ti Nam nh. - Kt lun: Bin php ny nhm ng dng tin hc vo sn xut kinh doanh ti VNPT Nam nh gp phn tng nng sut lao ng, qun l lu gi tp trung d liu khch hng lm c s qun l thng tin khch hng xy dng v trin khai cc chnh sch chm sc khch hng c thng xuyn lin tc v kp thi ng thi tng doanh thu cho VNPT Nam nh qua vic kinh doanh thng tin khch hng cho cc doanh nghip lm th trng.
3.2.1.2. Gii php xy dng cc chnh sch chm sc khch hng:

xy dng cc chnh sch chm sc khch hng c hiu qu thit thc mng li gi tr hu ch cho khch hng ng thi khc phc c nhng im yu v chm sc khch hng nh cha c nhiu chnh sch quan tm n khch hng ang trn mng, cha pht huy c li th a dch v ca VNPT Nam nh v cha c chnh sch tri n khch hng di hi cn thc hin cc bin php sau:
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Thi gian trung thnh
Gii php gi tr khch hng
S lng dch v s dng
Hnh 3.5 M hnh tch hp cc vc t gi tr khch hng
* Khuyn khch min gim cc cho khch hng doanh thu cao, khch hng ln:
- Mc ch: Dng n by kinh t ban hnh cc chnh sch khuyn khch khch hng s dng nhiu cc vin thng trn m khch hng v thanh ton ng hn s c chit khu, trch thng nhm gia tng doanh thu v tng t l thu rc n cc vin thng . - L do xut bin php: Khc phc im yu v gi cc cao ca VNPT so vi Viettel, khc phc im yu v chnh sch khch hng s dng nhiu khng c chnh sch khuyn khch, tng t l thu rc n hn ch chy mu doanh thu khi khch hng rt dn cc dch v trong m khch hng s dng dch v ca i th cnh tranh khc. - Cc cng vic trin khai: Chnh sch chit khu, trch thng theo doanh thu pht sinh: Da trn quyt nh ca Tp on v chnh sch chm sc khch hng s dng dch v vin thng, VNPT Nam nh cn ban hnh chnh sch chit khu, trch thng linh hot theo th trng v i th cnh tranh nh sau:
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Chit khu hoc trch thng da theo doanh thu tnh gp cho mt m khch hng: + i vi cc khch hng ln: T l chit khu thng mi ti a khng qu 10%. + i vi khch hng doanh thu cao: T l chit khu thng mi ti a 8%. Chit khu hoc trch thng da theo doanh thu tng loi thu bao: + Thu bao c nh, Gphone: Doanh thu ti thiu t 100.000 tr ln. T l chit khu ti a khng qu 10%. + Thu bao di ng tr sau: Doanh thu ti thiu t 250.000 tr ln. T l chit khu ti a khng qu 10%. + Thu bao Mega VNN: Doanh thu ti thiu t 250.000 tr ln. T l chit khu ti a khng qu 22%. Chnh sch chit khu thanh ton: Ban hnh chnh sch chit khu thanh ton cho cc khch hng np cc trc thi hn ti a qui nh, t l chit khu tnh theo t l li sut khng k hn ca Ngn hng MaritimeBank. Thi hn tnh li ngy l s ngy khch hng np cc thng sau so vi ngy 28 thng lin k. - Thi gian thc hin cc bin php Thc hin t thng 01/2010 nhng cn qung co sm trong thng 12/2009 khch hng bit di nhiu hnh thc nh gi th, in trn ha n cc khuyn khch khch hng gi vo cc thng tt nguyn n. - K vng Bin php s gia tng li ch cho khch hng khi s dng cng nhiu cc vin thng cng c h tr vi mc chi ph thp ng thi thanh ton cng sm s c chit khu gim chi ph vi mong c su xa khuyn khch khch hng s dng nhiu dch v v gia tng s dng dch v vin thng ca VNPT Nam nh, tng t l thu rc n v bo m gia tng li ch cho khch hng khi s dng cng nhiu, thanh ton cng sm s c chnh sch gim thiu chi ph cng cao. Bin php ny l hnh thc tng nng sut cho h thng cung cp dch v vin thng trong nhng khong thi gian trng ca h thng khi c th ngnh vin thng hot ng cung ng dch v lin tc nhng khch hng s dng kh d bo trc v thi gian, a im v s lng khch hng. - Kt lun
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y l bin php gia tng gi tr cho khch hng nhm khuyn khch khch hng gia tng s dng cc dch v ca VNPT Nam nh vi mc cc c h tr gim dn theo tc tng doanh thu lm ko di vc t cc ca khch hng gia tng gi tr cho khch hng ng ngha vi gia tng nng sut s dng h tng h thng cung cp dch v vin thng ca VNPT, s dng hiu qu ti sn, khc bit ho mang li cht lng chm sc khch hng vt tri so vi k vng ca khch hng v i th cnh tranh.
* Khuyn khch s dng nhiu dch v vin thng ca VNPT Nam nh:
- Mc ch: Dng n by kinh t ban hnh cc chnh sch khuyn khch khch hng s dng nhiu cc dch v vin thng ca VNPT Nam nh trn m khch hng nhm gia tng doanh thu, gim thiu thu bao in thoi c nh ri b mng vi s lng ln nh hin nay do gi cc thu bao thng cao, pht trin cc thu bao mi c mc cc cao nh Mega VNN, di ng tr sau ng thi gia tng gi tr cho khch hng bng cch mc xch tch hp cc dch v vin thng theo m khch hng min gim cc thu bao thng theo qui nh cho php ca Tp on. - L do xut bin php: pht huy c im mnh ca VNPT Nam nh l n v cung cp y cc dch v vin thng m kh c n v no p ng ng b trn gi cc loi dch v cho khch hng ng thi khc phc c im yu v gi cc thu bao cao ng thi VNPT Nam nh gim thiu chi ph khi tch hp nhiu dch v trn 1 n v h tng vin thng sn c. - Cc cng vic trin khai: Chnh sch min gim cc thu bao thng cho cc khch hng tch hp a dch v. Da trn qui nh phn cp ca Tp on v chnh sch chm sc khch hng s dng nhiu dch v vin thng, VNPT Nam nh cn ban hnh chnh sch min gim cc thu bao thng khi khch hng dng nhiu dch v vin thng ca VNPT Nam nh nh sau: Gi tch hp 2 dch v + Khch hng s dng dch v in thoi c nh cng vi Mega VNN trn cng i dy in thoi c nh c sn c min cc thu bao in thoi c nh tr gi
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20.000 ng/thng/cp tch hp (tch hp trn cng 1 h tng mng in thoi hu tuyn). + Khch hng s dng in thoi Gphone cng vi di ng tr sau Vinaphone min cc thu bao Gphone tr gi 20.000 ng/thng/cp tch hp dch v (cng dng chung h tng sng di ng Vinaphone). + Khch hng s dng dch v in thoi c nh hoc Gphone cng vi 1 dch v khc ngoi 2 dch v lin kt trn ca VNPT Nam nh c min 50% cc thu bao in thoi c nh hoc Gphone tr gi 10.000 ng/thng. Gi tch hp 3 dch v + Khch hng s dng dch v in thoi c nh cng vi internet Mega VNN v mt dch v khc ca VNPT nh Gphone hoc di ng tr sau c min cc thu bao in thoi c nh tr gi 20.000 ng/thng, tng 50% cc thu bao dch v th 3. + Khch hng s dng dch v in thoi Gphone cng vi di ng tr sau Vinaphone v mt dch v khc c gim 100% cc thu bao in thoi Gphone tr gi 20.000 ng/thng, tng 50% cc thu bao di ng tr sau tr gi 25.000 ng/thng. Cc m khch hng c nhiu dch v s ghp theo cc gi c bn trn p dng chnh sch c gi tr ti u nht cho khch hng. Chnh sch min gim cc ha mng dch chuyn thu bao cho cc khc hng tch hp a dch v: Min hoc tng cc ha mng, dch chuyn thu bao, thay tn i ch khi khch hng tch hp a dch v. - Thi gian thc hin bin php: Cn ban hnh ngay chnh sch tch hp a dch v chn ng tnh trng s lng ln thu bao in thoi c nh ri mng do gi cc thu bao cao hn i th cnh tranh v tnh hnh kh thu ht cc thu bao cht lng cao ban hnh trong thng 12/2009 k cc thu vo thng 01/2010 bt u pht huy hiu qu n tt nguyn n kch thch tiu dng. - K vng: Bin php s khc bit ha c chnh sch chm sc khch hng ca VNPT Nam nh so vi i th cnh tranh nhm chn ng c tnh trng khch hng ri b my in thoi c nh v Gphone ng thi ly li c cc khch hng dng di ng
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tr internet ri b VNPT Nam nh v thu ht khch hng mi gia tng s dng cc dch v ca VNPT Nam nh. - Kt lun: y l bin php c ngha thit thc v c tnh khc bit cao n thi im hin nay ch c VNPT Nam nh mi trin khai c v hin n v ang chim gi a s th phn v a dch v nu kt hp mc xch cc dch v vi nhau gia tng li ch cho khch hng khi s dng nhiu dch v kt hp vi khuyn khch gia tng doanh thu v tri n vi khch hng c thi gian trung thnh cao s l lin kt bn vng gia khch hng v VNPT Nam nh kh c i th cnh tranh no ph v c.
* Khuyn khch ko di thi gian trung thnh ca khch hng:

- Mc ch: Dng n by kinh t ban hnh cc chnh sch khuyn khch cc khch hng trung thnh vi VNPT Nam nh to lng khch hng n nh trn mng vi doanh thu ngy cng cao v chi ph ca doanh nghip ngy cng gim. - L do xut bin php: Pht huy c im mnh ca VNPT Nam nh l n v c b dy cung cp dch v vin thng t rt nhiu nm v c nhng khc hng trung thnh vi n v rt cao gi vng th phn, hn ch thu bao ri b mng do chnh sch chm sc khch hng nng ch ch trng ti doanh thu. - Cc cng vic trin khai * Chnh sch min thm hi, tng qu tn vinh khch hng. Cc khch hng vng, bc, kim cng l nhm khch hng c thi gian trung thnh cao cn c thm hi tng qu vo cc ngy k nim ca khch hng nh ngy sinh nht, ngy l tt, cn c mi n d hi ngh khch hng, cn c gi th tri n khch hng v c tn vinh thng qua hi ngh khch hng, thng qua cc chng trnh PR, cc chng trnh chm sc khch hng. * Nhm chnh sch h tr khc: Thng xuyn do kim, m bo cht lng mng li lun hot ng tt. H tr bo dng min ph cc tng i ni b PABX (nu c). u tin x l s c, lp t, dch chuyn cc thit b u cui (trong kh nng p ng c ca n v).
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u tin tip nhn yu cu ng k cc dich v ti nh: lp t, ho mng thu bao, thay i thng tin trong Hp ng, ng k s dng dch v vin thng GTGT.. Sa cha, bo dng thit b u cui min ph, cho khch hng mn thit b u cui, tng thit b u cui ... tu theo mc u tin ca khch hng; - Thi gian thc hin: Cn c d liu khch hng c bn th trin khai lin tc c theo tng thng, hin ti t chc theo nh k ly s liu trong chng trnh cc trin khai vo thng 01/2010, n cui nm 2010 khi chun ha c d liu khch hng s duy tr lin tc chnh sch. - K vng: em li s hi lng cho khch hng lu nm vi n v ng thi m bo li ch ti a vt tri cho khch hng trung thnh so vi khch hng thy tinh d v v nhm khch hng ng ng thi l sc ht a cc nhm khch hng ngy cng bn vng vo dch chuyn v nhm khch hng trung thnh cao, ngn chn c hin tng i th rt rut khch hng trung thnh ca VNPT Nam nh nh hin nay. - Kt lun: y l chnh sch rt quan trng m VNPT ni trung v VNPT Nam nh ni ring t trc ti nay t ch trng nn c nhng kt qu kinh doanh bt li khi tnh hnh cnh tranh ngy cng khc lit trong khi cc chnh sch duy tr thi gian trung thnh ca khch hng t dn ti khch hng ri b doanh nghip ra i, nhng khch hng ny tuy i th kh li ko nhng ra i kh ly li c. V vy tri n khch hng trung thnh cn c quan tm hng u trong chnh sch chm sc khch hng ca n v. * Chnh sch tri n khch hng. - Mc ch: Tng hp cc tiu thc v thi gian trung thnh, cc ng gp, s lng dch v s dng ban hnh chnh sch gia tng gi tr cho khch hng nhm tri n khch hng thc hin phng chm kinh doanh tt c v khch hng m bo nguyn tc kinh doanh 2 bn u c li. - L do xut bin php:
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Chm sc khch hng l gim chi ph kinh doanh, gi khch hng trn mng, gia tng khch hng trung thnh, thu ht khch hng tim nng. theo Trn Vit Dng [10, tr12] cho rng chi ph thu ht khch hng mi nhiu gp 5 ln gi mt khch hng c. V vy bin php bao thc hin tt vai tr chm sc khch hng. - Cc bin php thc hin Tch hp cc gi tr ca khch hng tnh im tri n. Tnh theo tng dch v trn tng thu bao trong mi nm trung thnh trn mng tnh 12 im, phn l ca nm mi thng tnh 1 im. Mi nm trung thnh theo tng thu bao ca tng dch v tnh 12 im/nm ngha l mi thng 01 im. C 10.000 ng doanh thu mi thng tnh 1 im. Tnh gp tng im theo m khch hng ngha l mt m khch hng cng c nhiu thu bao s dng dch v ca VNPT, cng c thi gian trung thnh cao v cng c mc cao s c s im tri n cao c cng gp li tch ly im tri n cho khch hng bng cc chnh sch gia tng gi tr cho khch hng. Ban hnh cc gii php gia tng gi tr khch hng tri n khch hng. T im tri n ban hnh cc chnh sch tri n khch hng. + Quay s trng thng cho khch hng theo qu, mi qu tnh im 1 ln theo theo qu , cc c tnh gp theo tng thng trong qu v s lng dch v c xc nh theo s lng dch v tng thng, s thng trung thnh tnh ly k i im c 30 im 1 c hi trng thng. Gii thng s c gii ti tt c cc huyn v thnh ph v 1 gii trn ton tnh thay v chnh sch quay s trng thng theo qu nh hin nay ch tnh theo doanh thu c 30.000 ng/01 c hi trng thng khng khuyn khch c gia tng gi tr li ch khch hng vi doanh nghip. + T chc theo nh k nm cui nm hi ngh khch hng tn vinh khch hng c mc im cao theo tng ni dung v tng th im ng thi thc hin cc chnh sch nh i im ly cc vin thng, t chc mi khch hng i thm quan du lch, i im ly th tiu dng ti cc siu th, i im ly v VIP i xem bng ti
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sn thin trng trn ma gii theo s lng ch ngi mua trn khu vc ca VNPT Nam nh - Thi gian thc hin bin php: Thc hin trong qu 1/2010 theo cch tnh th cng ly d liu trong cc, cui nm 2010 khi c s d liu hon thnh s thun li. - K vng: Tnh im tri n khch hng s thu ht s quan tm ca khch hng b p c nhng khim khuyt trong khu phc v m bo quyn li cng bng cho khch hng khi s dng dch v ca VNPT Nam nh ng thi nng cao cht lng chm sc khch hng ca VNPT nam nh so vi hin ti v so vi cc i th cnh tranh. - Kt lun: y l bin php ng b c tnh h thng cao m bo pht trin bn vng c chiu su. Nu n v lm tt v c nhng iu chnh linh hot gip n v gi vng khch hng hin c, gia tng khch hng trung thnh, thu ht khch hng mi, gim chi ph kinh doanh.
3.2.1.3 Gii php h tr khch hng

thc hin tt gii php ny cn thc hin cc bin php sau: * T chc h thng knh tip nhn thng tin khch hng m bo a dng, ng nht to iu kin thun li cho khch hng: - Mc ch: Gii to nhng phn nn, thc mc, khiu ni, khiu t ca khch hng ngay t bc u trnh khiu kin vt cp ng thi khc phc kp thi nhng yu km v x l s c min ph cho khch hng mt cch nhanh nht hn ch ti a tn tht cho khch hang ng thi xoa du nhanh nht s c cha p ng c ca doanh nghip khch cm thng chia s em li s hi lng cho khch thng qua tng hp c thng tin phn hi t khch hng lm tiu thc nh gi cht lng dch v ni chung, thc trng cht lng dch v chm sc khch hng ca n v ni ring. - L do xut bin php:
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Nhu cu khch hng ni chung, c bit l i tng khch hng ln, khch hng c bit trong qu trnh s dng dch v mong mun c s dng dch v trn phm vi rng, c tip xc, k hp ng, gii quyt cc kh khn mt ca. lm hi lng khch hng, n v cn phi t chc h thng knh tip nhn thng tin khch hng m bo a dng, thng nht v tp trung; Cc knh thng tin phi m bo thi gian phc v 24 gi/ngy, 7 ngy/tun; m bo cc ch tiu chim mch v thi gian tr li khch hng theo quy nh ca Tp on. - Cc cng vic cn trin khai: Tip nhn thng tin bo hng min ph qua s in thoi thng nht: 119. Thnh lp h thng bo hng 119 tp trung ton tnh tch khi i OMC chuyn trch vic nhn cc yu cu bo hng ca thu bao trn ton tnh. Ngoi vic tip nhn thng tin bo hng, b phn 119 cng c nhim v gim st cht lng mng li v cht lng x l thu bao hng ti cc n v. Sa i h thng phn mm qun l thu bao ph hp vi m hnh ng dng mi p ng cc yu cu qun l tp trung trn h thng c s d liu thng nht thng qua chng trnh phn mm qun l CSS vi modul tch hp 119 giao tip vi c s d liu v khch hng ng thi s dng h thng o kim cht lng OCB t ng kt ni vi tng i v c s d liu phc v nhu cu tip nhn x l s c v khc phc s c nhanh nht.
K H C H H N G
i 119
CSDL
Giao tip ti OCB (o kim) ki
TNG I
Cp my m
Ngun: Tham kho m hnh CSS VNPT nng, Hi phng
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Hnh 3.6 M hnh modul giao tip vi c s d liu khch hng qua h thng CSS B phn 119 thuc Trung tm dch v khch hng qun l thc hin chc nng tip nhn x l s c ton tnh thng qua s in thoi min ph vi chc nng nh sau: + Tip nhn thng tin bo hng ca khch hng qua h thng in thoi 119. + Cp nht thng tin bo hng ca khch hng vo h thng phn mm qun l chuyn n cc b phn qun l, bo dng, x l thng qua h thng CSS. + Kim tra, n c vic x l ca cc Trung tm vin thng trong qu trnh lin lc m bo ch tiu khi phc v thi gian v cht lng ca VNPT Nam nh cam kt. + Hng tun tng hp phn tch, nh gi v bo co v Lnh o VNPT Nam nh v cc phng ban chc nng ca VNPT Nam nh. + Gii p t vn min ph cho khch hng s dung thit b u cui, hng dn khch hng x l s c thng thng. + Tip nhn y cc thng tin phn hi ca khch hng v cc yu cu v cc b phn lin quan gii quyt. + Tng hp mi kin khiu ni ca khch hng qua ng dy nng bo co lnh o n v v Lnh o VNPT Nam nh, cc phng ban chc nng. T chc ng dy nng min ph qua s in thoi d nh Tip nhn tt c cc kin trao i, thc mc, khiu ni t pha khch hng. - Thit lp ng dy nng qua s in thoi min ph; - Trang b phn mm CSS kt ni mng gia b phn tip nhn thng tin ng dy nng vi cc b phn c lin quan trch nhim gii quyt yu cu khch hng thng qua c s d liu khch hng: Gii quyt khiu ni, pht trin thu bao, x l s c thu bao, t vn s dng thit b - Trang b phn mm lu gi thng tin, tng hp s liu lm c s phn tch nhu cu khch hng. T chc tip nhn thng tin khch hng qua website, a ch email:
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Thit lp website, a ch email a dng ho phng tin giao tip khch hng; Trc mt cha c website c th trin khai tip nhn thng tin khch hng qua email, giao nhim v u mi tip nhn x l email cho b phn ng dy nng nu trn. i ng tip nhn thng tin, gii p kin khch hng phi c cp nht v kim tra thng xuyn v trnh chuyn mn nghip v v thi phc v. T chc h thng knh ch ng cung cp thng tin t doanh nghip ti khch hng: - T chc di hnh thc tin nhn thng bo cc chnh sch chm sc khch hng i vi thu bao di ng tr sau t s in thoi nghip v ca Vin thng Nam nh. - T chc knh thng tin thng bo n khch hng qua h thng t ng tng i ACD (s in thoi t ng 801108). - Thng bo chnh sch chm sc khch hng n cc i tng khch hng bng hnh thc gi th n tn a ch khch hng (cn chun ho ni dung thng bo, hnh thc giy vit th, phong b th hin s trn trng i vi khch hng v tnh chuyn nghip trong cng tc chm sc khch hng ). - Thng bo cc chnh sch chm sc khch hng v tr li t vn h tr trc tuyn qua truyn hnh Nam nh v qua internet. - Thi gian thc hin Trin khai thc nghim qu 4/2009, trin khai chnh thc thng 12/2009 - Kt qu mong i ca bin php: Thng qua bin php trn VNPT Nam nh c h thng call central ph hp h tr khch hng kp thi nht bng bt c knh truyn thng no nh thoi, Fax, ng dy nng, Web, email, hp th t ng v tin ti dch v truyn hnh Mytivi ca VNPT. Bin php s chuyn nghip ho hot ng chm sc khch hng m khng c doanh nghip cung cp dch v vin thng no trn a bn tnh Nam nh trong thi gian ngn ti c th c c nhm em li dch v h tr khch hng hon ho nht khch hng hon ton tin cy khi s dng dch v ca VNPT Nam nh vi thng hiu l nh cung cp dch v vin thng cht lng tt nht trn a bn Nam nh m bo thc hin ng cam kt vi khch hng. - Kt lun
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Cc bin php h tr khch hng gia tng s thun tin ti khch hng ng thi khc phc nhng sai xt mt cch nhanh nht qun l bin ng nhu cu khch hng cng nh a ra cc chnh sch chm sc khch hng thng qua giao tip phn hi 2 chiu t khch hng v nh cung cp. y l knh thng tin quan trng nh gi cht lng dch v ca n v. Gii php l ht sc cn thit v cp bch cho n v kinh doanh thun dch v nh VNPT Nam nh nhng ng dng cng ngh thng tin thiu kp thi.
3.2.2. Nhm gii php nng cao cht lng chm sc khch hng ni b.
* Xy dng h thng chm sc khch hng chuyn trch c cht lng tt. - Mc ch: Xy dng c mng li chm sc khch hng c cht lng v hiu qu lm vic ca nhn vin cao nhm khc phc im yu trong cng tc tc nghip chuyn giao ch trng chnh sch chm sc khch hng t cp Lnh o VNPT Nam nh n cc cp phng ban chc nng v n v c s trnh tc nghn khu truyn thng khch hng ni b khch hng ni b nm bt c cc ch trng chnh sch chm sc khch hng ca VNPT Nam nh v c ng lc thc hin t mi chm sc tt c khch hng bn ngoi. - L do: Khc phc im yu nht ca VNPT Nam nh l khu t chc thc hin, cc chnh sch chm sc khach hng ban hnh ra nhng khu t chc, gim st v kim tra l rt yu, hi tho, hp nhiu nhng trin khai cng vn xung cc n v b ngn ko dn ti khng o lng c hiu qu ca cc chnh sch ban hnh nn hao tn ngun lc khng em li k vng t ra. Khc phc tnh trng nhn vin lm vic vi kt qu cng vic km nh hin nay. Theo NCS.MBA. TRn Vit Dng [10,tr 52] Kt qu cng vic = Kh nng + S khuyn khch. Kh nng = k nng + k so + ngun lc. S khuyn khch = S mong mun + nhit huyt. Kt qu ti do kh nng khng ? do thiu s khuyn khch? do c hai? Gii php s a ra cc bin php thc hin mc ch trn.
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- Cc bin php T chc li b my chm sc khch hng chuyn trch t trn xung di. Hin trng s lao ng lm cng tc chm sc khch hng chuyn trch ti VNPT Nam nh chim t l cha y 5% trn tng s lao ng v i a s l lm kim nhim, 80% cha c o to qua kin thc v Marketing m i a s l t k thut v cng nhn dy my chuyn sang nn cht lng rt thp. B my chm sc khch hng cn c ti cu trc li. - Trung tm dch v khch hng l n v u mi t chc, gim st v nh gi cc chng trnh chm sc khch hng ca VNPT Nam nh ra thay v thc hin chc nng bn hng v chm sc khch hng ch trn thnh ph Nam nh l ch yu nh hin nay. - B my chm sc khch hng ca cc huyn v thnh ph cn c t 1 n 3 nhn vin chuyn trch, mi trm vin thng cn c 1 nhn vin kim nhim chm sc khch hng. Cc nhn vin ny hot ng theo t kinh doanh tip th v chm sc khch hng theo nh hng chuyn dch c cu nhn lc thay v 95% lm k thut, 5% lm kinh doanh nh hin nay sang 40% lm cng tc bn hng v chm sc khch hng chuyn nghip, 60% lm cng tc k thut phc v cho bn hng v dn dch chuyn c cu sang 60% lm Marketing v bn hng. Tuyn dng, o to, b nhim nhn vin chm sc khch hng. - Cn tuyn dng nhn vin chm sc khch hng c kin thc v kinh t, c trnh chuyn mn v thi tuyn cng khai vi cht lng tt thay v nhn ngi khng qua tuyn dng nh hin nay sau lun chuyn sang lm chm sc khch hng tri ngnh o to cha hiu bit g v dch v, nghip v v k nng giao tip ng x... - Tuyn dng theo yu cu ca cc b phn v cc n v s dng, cn t chc thi tuyn chn lao ng c cht lng tt, c nhit thuyt v c sc kho tt. - Xy dng vn ha b nhim theo nhim k v linh hot lun chuyn cn b, vn ha t chc, bi b vn ho b nhim l ngi mi mi n lc v hu to c hi cho lao ng tr c nng lc v nhit thuyt c tr hng phn u v c c hi thng tin. - o to vn ha doanh nghip, truyn thng ngnh, sn phm, khch hng, cnh tranh, k nng phc v khch hng, chu trnh phc v khch hng, t chc cc cuc thi chm sc khch hng c gn kt ni dung trn to lng trung thnh khch hng bn trong.
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Chnh sch to ng lc cho nhn vin chm sc khch hng. Theo NCS.MBA.Trn Vit Dng [10, phn 3 tr 12]cho rng: Nhn vin khng thch lm vic khi: + B i x khng cng bng. + Cm gic l ngi v dng, km ci. + B gim st qu cht, mt t do. + Khng th quan h tt vi ng nghip. + Khng nhn c s ng h ca cp trn To ng lc lm vic cho nhn vin chm sc khch hng nhn vin lm vic c ng lc th hin c ng c phn u, c mc tiu phn u khc phc tnh trng nhiu nhn vin khng c mc tiu hoc khng xc nh c mc tiu nh kt qu iu tra ti bng 2.24. Mi trng lm vic ti phng k hoch kinh doanh cn c b phn chuyn trch chm sc khch hng, phn cng ngi ph trch cn c chuyn mn v chm sc khch hng trnh trng hp kim nhim v phn cng lao ng c cht lng khng p ng c i hi thc t dn ti cc chnh sch ban hnh mong tnh ma v khng c chiu su v lng ph ngun lc khng t c mc tiu. u t chun ha li c s d liu khch hng, c chng trnh phn mm phc v chm sc khch hng chuyn nghip. i ng chm sc khch hng ti cc n v c s cn c phng lm vic ring v c chc nng nhim v r rng, c cng c lao ng y nh my vi tnh, kt ni mng, my in thoi nh cc b phn chuyn trch khc k thut, k ton Quan h gia i ng chm sc khch hng cn c ci thin mc thn thin cao gia cp trn v cp di trnh quan cch nh hin nay. T chc sinh hot theo chuyn trch chm sc khch hng. Thu nhp ca nhn vin chm sc khch hng cn c quan tm nh tin in thoi ti thiu c h tr tin cc thu bao thng my di ng tr sau, h tr tin thu bao thng my in thoi c nh ti nh ring, iu chnh h s phc tp trong cng vic ngang bng vi k ton v k thut, c ph cp xng xe v chi ph cng tc c c ch ng vin khuyn khch nhng ngi chm sc khch hng gii.
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Xy dng c ch lng phn cp mnh xung c s theo hng lng c bn tr theo bng cp v s nm cng tc, lng kinh doanh tr theo nng lc v hiu qu cng vic thay v tr theo chc danh v s nm cng tc nh hin nay. C hi thng tin: cn to mi trng phn u v b nhim, o to bi dng cn b chm sc khch hng ly thc o l cht lng phc v khch hng thay thc o lm hi lng Lnh o t mi to ng lc cho ngi lm chm sc khch hng phc v khch hng bng c con tim ca mnh cho khch hng. S cng nhn ca cp trn: Cn ng vin khuyn khch nhn vin kp thi bng s cng nhn kt qu cng vic ca cp di trnh tnh trng co bng v mi phn thng u thuc v cp trn nh chin s thi ua, cc bng khen ca c quan on th thnh c hu trong nhiu nm qua. Cn ng vin khuyn khch v qun l nhn vin da trn kt qu cng vic thay v qun theo gi hnh chnh v gim st mt t do ca nhn vin kinh doanh theo kiu ng gi c mt ht gi v thay v lm ht cng vic ch khng lm ht gi. T chc xy dng qui ch, tiu chun chm sc khch hng. Cn c vo tiu chun cht lng phc v v tiu chun cc im phc v cng nh cc b tiu chun v cht lng cc phng ban chc nng xy dng b tiu chun phc v ca VNPT Nam nh da trn qui nh chung ca Tp on t lm s c cam kt vi khch hng v lm cn c qun l cht lng chm sc khch hng. - i ng giao tip trc tip: tip th, giao dch, dy my, thu n: V tc phong giao tip khch hng, qui nh eo th nhn vin, mc ng phc theo qui nh. - Giao tip qua in thoi, email, cng vn: in thoi vin 119, ng dy nng, 1080: Quy nh v cu cho hi khch hng qua in thoi; trch nhim gii quyt cc yu cu khch hng nhanh chng, trit . - Xy dng h thng tiu chun cht lng phc v khch hng cho cc chc danh: Giao dch vin thng, in thoi vin 119, ng dy nng ... T chc kim tra, gim st v tng hp bo co thng xuyn. Cn phi qun l cht lng chm sc khch hng t mi hng cc hot ng chm sc khch hng v khch hng mc tiu cn chm sc m bo thc hin tt vai tr chm sc khch hng trnh lng ph ngun lc, vic kim tra gim st cn theo nh k kt hp vi kim tra cht lng qu nh qui nh v kim tra t xut da trn
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kin ca khch hng qua ng dy nng, qua 119, qua th v qua n th khiu ni ca khch hng c thng pht kp thi gim thiu thit hi cho khch hng. - Thi gian thc hin: Thc hin ngy trong qu I/2010 trong cng tc tuyn dng v t chc o to ngn hn v di hn theo qu cho nhn vin chuyn i c cu v kin thc chm sc khch hng, t chc c cn b i hc hng nm u tin cn b hc cc chuyn ngnh kinh t thay v i a s i hc k thut trong 5 nm tip theo. - K vng: Nng cao cht lng chm sc khch hng bn trong c bit l nhn thc ca cc b phn tc nghip ng thi tho g c ch b tc trong phn phi thu nhp, tuyn dng, b nhim, o to nh hin nay to dng i ng chm sc khch hng chuyn nghip vi c ch linh hot thc hin tt chc nng chm sc khch hng tr thnh v kh cnh tranh thc s ca n v. - Kt lun Bin php nhm tho g bi ton v c ch v cht lng chm sc khch hng ni b nhm nng cao c hiu qu cng vic ca nhn vin c bit tng tnh phn cp cp di ch ng thc hin theo ch trng thay v hot ng cng nhc nh hin nay. y l bi ton thay i nhn thc ca c mt tp th cn c thi gian t nht l 5 nm m bo va lm va o to ngn hn di hn kt hp vi sc p cnh tranh s chng minh hiu qu ca bin php.
Kt lun
Trn c s nghin cu l thuyt v cht lng dch v chm sc khch hng v phn tch, nh gi, xut gii php nhm nng cao cht lng chm sc khch hng ti VNPT Nam nh cho thy: Hot ng chm sc khch hng ti VNPT Nam nh cn rt nhiu khim khuyt, mi ch trng ti cnh tranh bng gi thu ht khch hng mi m t quan tm ti cht lng c bit cht lng chm sc khch hng dnh cho cc khch hng ang hot ng trung thnh trn mng dn n kt qu lng khch hng ri mng tng, khch hng trung thnh gim st, khch hng mi kh thu ht tc ng st gim doanh thu, hao tn ngun lc, st gim th phn, li th cnh tranh gim st t ra yu cu ht sc cp bch cn c phn tch v nghin cu k v mt l
V Xun Dng
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thuyt cng nh thc hnh gip cho cc doanh nghip t hiu qu kinh doanh cao hn trong mi trng cnh tranh hin nay. Lun vn phn tch trng hp VNPT Nam nh l n v ch o cung cp cc dch v vin thng trn th trng Nam nh s hu c s h tng vin thng rng khp bao ph trn ton tnh Nam nh. Cng ngh c VNPT u t ng b, hin i, tin tin ngang tm khu vc v trn th gii. Nhng b my t chc sn xut kinh doanh ca VNPT Nam nh kng knh, cha ng b v thin v k thut vi t duy kinh doanh bn hng b ng, cc chnh sch kinh doanh cha c h thng, cc hot ng chm sc khch hng mi ang dn hon thin, nng lc v hiu qu ca khch hng bn trong cn yu km cha p ng c tnh hnh cnh tranh, Nhn thc v cnh tranh ca i b phn khch hng bn trong ca VNPT Nam nh cn m nht, cha chuyn bin thnh hnh ng trong khi Cc i th khc ra i sau nhng vi b my tinh gn, nhn lc tr, c trnh chuyn mn nghip v v k nng giao tip ng x tim n nguy c mt th phn. T yu cu ca thc tin nng cao cht lng chm sc khch hng ti VNPT Nam nh . Vi lng kin thc v tri nghim ca bn thn c hn, ti mnh dn phn tch, nh gi v ra cc gii php nhm hon thin v nng cao cht lng hot ng chm sc khch hng ti VNPT Nam nh. Hy vng rng vic nghin cu v a ra mt s xut cho hot ng chm sc khch hng ca lun vn s phn no ng gp vo s pht trin v nng cao hn na cht lng cng tc chm sc khch hng nhm em li s hi lng hn mong i ca khch hng ti Nam nh . TI LIU THAM KHO
1
H Nhan (2006), Ngh thut qun l khch hng, NXB Lao ng X hi, H Ni. L Hiu (2005) B quyt c khch hng trung thnh, NXB T in Bch khoa, H Ni.
TS H Nam Khnh (2005), Marketing dch v M hnh 5 khong cch cht lng dch v , nh xut bn thng k, H ni
3 4 5 6
Kotler, Philip (2003), Qun tr Marketing, NXB Thng k, H Ni. Kotler, Philip (2006), Thu hiu tip th t A n Z, Nh xut bn tr. Rosenbluth.(2009). Khch hng cha phi l thng , nh xut bn tri thc.
V Xun Dng
123 7
John E.G Bateson (2002) Chm sc khch hng v vai tr ca n trong kinh doanh hin nay, NXB Thng k. Lu Vn Nghim (2001) Marketing trong kinh doanh dch v, NXB Thng k, H Ni. PGS.TS Nguyn Vn Thanh (2008), Bi ging Marketing dch v, i hc Bch khoa H ni.
10 NCS.MBA.Trn Vit Dng (2009), Marketing dch v vin thng v qun l bn
hng, i hc kinh t - i hc quc gia H Ni.

11 V Tr Dng (2008), Bi ging Marketing dch v vin thng v dch v khch
hng ti VNPT, i hc kinh t quc dn, H Ni. 12 Bo co tng kt cng tc chuyn mn cc nm 2003 - 2008 v phng hng hot ng nm 2004 -2009 ca Vin thng Nam nh. 13 Tp on Bu chnh - Vin thng Vit Nam - Bo co tng kt t nm 2003 n nm 2008. 14 Tng cc Bu in - nh hng pht trin Vin thng Vit Nam 1996-2010. 15 Tp on BCVT Vit Nam (2003), nghip v chm sc khch hng, H ni.
16 Trang web:http://www.quantri.com.vn 17
Peter Drucker .(14-08-2008). Ngi tn vinh ngh qun tr quantri.com.vn.
18 Technical Asistans Research Program- TARP.
19 Trang web:http://www.vnpt.com.vn 20 Trang web:http://www.viettel.com.vn

21 Trang web:http://www.google.com.vn PH LC
Bng cu hi iu tra nh gi mc hi lng ca khch hng v cht lng dch v chm sc khch hng ca Vin thng Nam nh
Xin cho anh (ch). Vi mong mun c phc v khch hng nhng dch v vin thng c cht lng ngy cng tt hn, p ng tt hn nhng nhu cu ca khch hng , ti l nhn vin Vin thng Nam nh xin hi anh (ch) mt s cu hi. Rt mong anh chi bt cht thi gian cng tc cng ti. Ti xin chn thnh cm n.
V Xun Dng
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Cu 1: Anh (ch) s dng dch v no ca Vin thng Nam nh TC Gphone Vinaphone MegaVNN
Khng s dng dch v no ca Vin thng Nam nh . Nu khch hng s dng bt k dch v no ca Vin thng Nam nh s chuyn sang cu 2 phng vn . Nu khch hng khng s dng dch v ca Vin thng Nam nh, s phng vn nh sau: V sao anh (ch) khng s dng dch v ca Vin thng Nam nh ? Khng c nhu cu s dng ang s dng dch v ca ................................... Do cht lng dch v ca Vin thng Nam nh km. Do phong cch phc v ca nhn vin Vin thng Nam nh km. Do gi cc cao hn ca doanh nghip khc. C nhu cu nhng kh nng mng li ca Vin thng Nam nh khng p ng c. Do khng c kh nng thanh ton. ( kt thc phng vn y ) Cu 2: Anh (ch) nh gi (cm nhn) th no v cht lng dch v do Vin thng Nam nh cung cp Tt c Cu 3: Anh (ch) nh gi th no v thi phc v ca nhn vin Vin thng Nam nh khi giao tip vi anh (ch ) ? Nim n, nhit tnh Bnh thng Khng th chp nhn c Bnh thng (chp nhn c) Xu, khng th chp nhn
Cu 4 : Anh ch nh gi th no v cc chnh sch chit khu, trch thng ca Vin thng Nam nh cho cc dch v anh (ch) ang s dng ?
V Xun Dng
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Tt
Chp nhn c
Thp.
Cu 5: Thi gian khc phc s c mt lin lc ca Vin thng Nam nh i vi cc dch v anh ch ang s dng khong bao lu ? Ln hn 1 ngy 1 ngy Sau 4 gi lm vic.
Cu 6: Hnh thc thanh ton cc vin thng hin nay i vi anh (ch) to iu kin thun li cho anh ch cha ? Thun li Cha thun li
Nu cha thun li, xin anh (ch) vui lng cho bit hnh thc no ph hp vi anh ch Thu cc ti nh Thu cc ti im giao dch Chuyn khon.
Xin chn thnh cm n s cng tc ca anh (ch). Xin anh (ch) vui lng cho chng ti bit thm mt s thng tin sau : H v tn .........................................................Tui........................................ Ngh nghip............................................................ n v cng tc............ Mc cc trung bnh hng thng anh ( ch ) s dng................................... Thu nhp bnh qun/thng hin nay ca anh (ch) ...................................... Nhng cu tr li ca anh ch l nhng thng tin v cng qu gi vi chng ti. Chng ti tin rng nhng thng tin ny s gip chng ti c c s phc v khch hng ngy cng tt hn . Xin trn trng cm n !
Phiu nh gi cht lng i ng chm sc khch hng VNPT Nam nh

BNG CU HI NH GI NNG LC V HIU QU NHN VIN VNPT Nam nh
Knh gi: ....................................................................................................... nh gi cht lng chm sc khch hng ti VNPT Nam nh, xin qu v cho kin nh gi ch quan ca c nhn theo ni dung bng hi sau: TT
1 2
Cc cu hi
nh gi v s thn thin ca nhn vin VNPT Nam nh vi khch hng.
Mc hi lng
- Rt thn thin - Bnh thng
- Khng thn thin nh gi v K nng giao tip ca nhn vin VNPT - Tt Nam nh vi khch hng. - Chp nhn c
V Xun Dng
126 - cha tt - Nhit tnh - Chp nhn c - cha nhit tnh - Rt lng nghe - bnh thng - khng lng nghe - Tn trng - bnh thng - khng tn trng - Rt ng hn - bnh thng - khng ng hn - c t mc tiu - Nhn vin khng bit - khng t mc tiu
nh gi v s nhit tnh v sn sng h tr khch hng ca nhn vin VNPT Nam nh. nh gi v s lng nghe ca nhn vin VNPT Nam nh vi khch hng. nh gi v nhn vin c tn trng thi gian ca
khch hng khng (c khch hng ch lu khng trong khi c nhn khng ch hoc lm vic ring). nh gi v nhn vin c thc hin yu cu ca
khch hng ng hn khng (c tn trong khi hn khch hng k hp ng hay t vn, sa cha..).
nh gi v nhn vin c t mc tiu phn u khng
MC LC
STT DANH MC
Danh mc ch vit tt Danh mc hnh v tn hnh Danh mc bng v tn bng
TRANG
1 2 3 4 5 6 7 8
PHN M U t vn - L do chn ti Mc ch, mc tiu ca lun vn Phm vi nghin cu Ngun s liu nghin cu Phng php nghin cu: ngha ca lun vn Kt qu trng i Tm tt cc phn / Kt cu ca lun vn
CHNG I
C S L THUYT V QUN L CHT LNG V CHT LNG DCH V CHM SC KHCH HNG TRONG HOT NG KINH DOANH DCH V VIN THNG
1 2 2 2 2 3 3 3
4 4
1.1
Khi nim v dch v, dch v Vin thng
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1.1.1 1.1.2 1.2 1.2.1 1.2.2 1.3 1.3.1 1.3.2 1.4 1.5 1.5.1 1.5.2 1.5.3 1.6 1.6.1 1.6.2 1.6.3 1.7 1.8 1.8.1 1.8.2
Dch v Dch v vin thng Khch hng, k vng v s tho mn ca khch hng Khch hng K vng v s tha mn ca khch hng L thuyt v qun l cht lng v cht lng dch v khch hng. L thuyt v qun l cht lng. Cht lng dch v khch hng Dch v khch hng trong lnh vc Vin thng. Ni dung chm sc khch hng, vai tr, nguyn l v phng thc chm sc khch hng. Chm sc khch hng Vai tr ca chm sc khch hng i vi doanh nghip. Nguyn l v phng thc chm sc khch hng Dch v chm sc khch hng ti cc doanh nghip cung cp dch v vin thng, vai tr v ni dung. Dch v chm sc khch hng ti cc doanh nghip cung cp dch v Vin thng Vai tr ca dch v chm sc khch hng trong cc doanh nghip cung cp dch v vin thng Ni dung ch yu ca chm sc khch hng trong cc doanh nghip cung cp dch v vin thng Cc nhn t nh hng n cht lng dch v chm sc khch hng trong cc doanh nghip vin thng Cc tiu ch nh gi cht lng dch v chm sc khch hng. nh gi ca khch hng v cht lng dch v chm sc khch hng bn ngoi ca VNPT Nam nh nh gi nng lc v hiu qu ca khch hng ni b ti VNPT Nam nh. CHNG II
THC TRNG CHT LNG DCH V CHM SC KHCH HNG TI VNPT NAM NH
4 7 9 9 11 13 13 15 20 21 21 25 27 28 28 30 30 33 34 35 36
37
2.1 2.1.1 2.1.2 2.1.2.1. 2.1.2.2
Khi qut th trng vin thng Vit Nam, th trng vin thng Nam nh Khi qut v th trng vin thng Vit Nam Khi qut th trng vin thng tnh Nam nh c im t nhin, kinh t x hi tnh Nam nh Mc tiu pht trin kinh t x hi ca tnh Nam nh n nm 2015
37 37 39 39 39
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2.1.2.3 2.2 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.3 2.3.1 2.3.2 2.3.2.1 2.3.2.2 2.3.2.3 2.3.2.4 2.3.2.4.1 2.3.2.4.2 2.3.2.4.3 2.3.3 2.3.3.1 2.3.3.2 2.3.3.3 2.3.4 2.3. 5 2.3.5.1 2.3.5.2 2.3.5.2.1 2.3.5.2.2
Khi qut th trng vin thng tnh Nam nh Gii thiu v Vin thng Nam nh Qu trnh hnh thnh v pht trin ca VNPT Nam nh Chc nng nhim v v lnh vc hot ng ch yu ca VNPT Nam nh Nng lc h tng kinh doanh ca VNPT Nam nh Kt qu tnh hnh sn xut kinh doanh ca VNPT Nam nh qua cc nm. nh gi tnh hnh kinh doanh cc dch v vin thng ca VNPT Nam nh. Dch v chm sc khch hng v cht lng chm sc khch hng ca VNPT Nam nh H thng cung cp dch v chm sc khch hng ca VNPT Nam nh Qui trnh trong dch v chm sc khch hng ca VNPT Nam
40 46 46 47 50 51 54 57 57
59 nh Giai on trc khi bn hng 59 Giai on trong khi bn hng. 59 Giai on sau giao dch 61 Thc trng cc hot ng chm sc khch hng bn ngoi ca VNPT 61 Nam nh trong khun kh sau bn Qun l khch hng 63 Xy dng chnh sch chm sc khch hng cho tng nhm khch hng 67 Quan h ng x, H tr khch hng 70 nh gi cht lng chm sc khch hng ca VNPT Nam nh. 75 nh gi chung. 75 nh gi cht lng hot ng chm sc khch hng bn ngoi ca 80 VNPT Nam nh . nh gi cht lng khch hng bn trong t ch quan ca cc nh 84 qun l ca VNPT Nam nh. nh gi cht lng chm sc khch hng ca cc i th cnh tranh 89 im mnh, im yu, nguyn nhn tc ng cht lng chm 91 sc khch hng ti VNPT Nam nh. im mnh 91 im yu 92 Cc im yu chm sc khch hng bn ngoi 92 Cc im yu chm sc khch hng bn trong 94 CHNG 3
MT S GII PHP NHM NNG CAO CHT LNG DCH V CHM SC KHCH HNG CA VNPT NAM NH
95
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3.1. 3.2. 3.2.1 3.2.1.1 3.2.1.2 3.2.1.3 3.2.2
Mc tiu chung v nng cao cht lng dch v chm sc khch hng ca VNPT Nam nh Cc gii php nng cao cht lng dch v chm sc khch hng ca VNPT Nam nh . Nhm gii php nng cao cht lng chm sc khch hng bn ngoi Gii php qun l khch hng Gii php xy dng cc chnh sch chm sc khch hng Gii php h tr khch hng Gii php nng cao cht lng chm sc khch hng ni b
95 95 95 96 103 111 115
KT LUN
TI LIU THAM KHO PH LC
120
DANH MC CH VIT TT
STT VIT Y VIT TT
1 2 3 4 5 6 7 8 9 10 11 12
Tp on bu chnh vin thng Vit Nam Vin thng Nam nh Tp on bu chnh vin thng Vit Nam Cng ty in ton v truyn s liu Trung tm in ton v truyn s liu khu vc 1 Cng ty dch v vin thng Vinaphone Trung tm dch v vin thng khu vc 1 Cng ty thng tin di ng Mobifone Trung tm thng tin di ng khu vc 5 Cng ty vin thng lin tnh Cng ty vin thng quc t Cng ty c phn bu chnh vin thng Si gn
VNPT VNPT Nam nh

Tp on BCVT Vit Nam
VDC VDC1 VNP VNP1 VMS VMS5 VTN VTI SPT
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13 14 15 16 17 18 19
Tng cng ty vin thng qun i Cng ty thng tin vin thng in lc Cng ty c phn vin thng H ni Tng cng ty Vin thng tan cu Cng ty c phn FPT Cng ty vin thng hng hi Tng cng ty truyn thng a phng tin
Viettel EVN Telecom HT Telecom Gtel FPT Vishipel VTC
DANH MC HNH V TN HNH

HNH TN HNH TRANG
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 2.1 2.2 2.3 3.1 3.2 3.3 3.4
Cc c tnh ca dch v Cc c tnh ca dch v S hnh thnh k vng ca khch hng M hnh k vng khch hng Mi quan h gia Cht lng, Dch v khch hng v Maketing M hnh 7 khong cch v cht lng M hnh th hin mi quan h 10 yu t cht lng v k vng ca khch hng Dy truyn khch hng Cc yu t to nn cm gic v cht lng dch v Ti sao khch hng b ta M hnh t chc ca Vin thng Nam nh Qui trnh ha mng thu bao vin thng mi Tng quan v chm sc khch hng bn ngoi M hnh phn loi khch hng VNPT Nam nh Cc module tch hp khai thc c s d liu khch hng Module chm sc khch hng khai thc c s d liu khch hng Phn cp cc i tng khai thc c s d liu khch hng
5 6 12 13 16 17 19 24 26 34 48 61 62 97 100 100 102
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3.5 3.6
M hnh tch hp cc vc t gi tr khch hng M hnh modul 110 giao tip vi c s d liu khch hng qua h thng CSS
104 113
DANH MC BNG V TN BNG

BNG TN BNG TRANG
Bng 1.1 Bng 1.2 Bng 2.1 Bng 2.2 Bng 2.3 Bng 2.4 Bng 2.5 Bng 2.6 Bng 2.7 Bng 2.8 Bng 2.9 Bng 2.10 Bng 2.11 Bng 2.12 Bng 2.13 Bng 2.14 Bng 2.15 Bng 2.16 Bng 2.17
Bng tiu ch nh gi chm sc khch hng bn ngoi Bng tiu ch nh gi nng lc v hiu qu khch hng bn trong Bng mt s ch tiu kt qu ca ngnh vin thng Vit nam H tng vin thng mng in lc Nam nh Th phn thu bao in thoi c nh khng dy Th phn thu bao in thoi di ng Th phn dch v thu knh ring Th phn dch v VoiP Kh nng cung cp dch v ca Viettel Nam nh H tng ca Viettel Nam nh Th phn thu bao ca Viettel Nam nh Kh nng cung cp dch v ca VNPT Nam nh H tng ca VNPT Nam nh Th phn thu bao ca VNPT Nam nh Bng thng k nng lc h tng kinh doanh ca Vin thng Nam nh Mt s ch tiu kt qu sn xut kinh doanh ca Vin thng Nam nh Bng c cu doanh thu ca VNPT Nam nh Tc tng trng ca doanh thu in thoi c nh giai on 2004-2008 Tc tng trng ca doanh thu Internet ADSL giai on 2004-2008
35 36 38 42 42 43 43 43 44 44 44 45 45 45 51 52 53 53 54
BNG
TN BNG
TRANG
Bng 2.18
S liu khch hng c bit, doanh nghip c bit, khch
65
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hng ln, khch hng doanh thu cao tnh n 31/12/2008 ca Vin thng Nam nh Bng 2.19 Bng 2.20 Bng 2.21 Bng 2.22 Bng 2.23 Bng 2.24 Bng tng hp gii quyt khiu ni VNPT Nam nh 2008 S liu phn nh kt qu chm sc khch hng ti VNPT Nam nh Kt qu kho st trng hp khch hng tim nng ca VNPT Nam nh Kt qu iu tra nguyn nhn khch hng b mng Kt qu kho st khch hng ang s dng dch v ca VNPT Nam nh Kt qu phng vn khch hng ni b 78 81 86 73 76 77
V Xun Dng
133
V Xun Dng

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1

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

2. Mc ch, mc tiu ca lun vn

4. ngun s liu nghin cu

5. Phng php nghin cu:

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

1.1 Khi nim v dch v, dch v Vin thng

Lun vn cao hc QTKD nm 2009

Khng chuyn giao s hu)

Lun vn cao hc QTKD nm 2009

hin hu hon ton, cn u kia ch sn phm dch v hon ton. Mt sn phm c th

tranh trn th trng.

Hng thng tin khng, Bo him ni b Bu in t vn Phn gio dc tch

Vt cht hon ton

Lun vn cao hc QTKD nm 2009

Cc mc ca dch v c th khi qut nh sau:

Dch v hon ton

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

1.2. Khch hng, k vng v s tho mn ca khch hng .

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

Thng tin truyn ming

Kinh nghim tri qua

Qung co, Khuch trng

Dch v ca i th cnh tranh

K vng ca khch (dch v mong mun)

Lun vn cao hc QTKD nm 2009

Dch v mong i Dch v d on Vng chp nhn Dch v y

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

Dch v Khch hng

Ngun: [11, tr 48]

Lun vn cao hc QTKD nm 2009

Nhu cu v k vng ca khch hng

nh ngha qun tr v cc nhu cu ny

Chuyn giao thit k/ chuyn giao

4. Khong cch v truyn thng ni b

3. Khong cch v chuyn giao

Thc hin thit k/ chuyn giao

Li ha trong qung co/ bn hng

5. Khong cch v nhn thc

Nhn thc ca khch hng v sn phm

7. Khong cch v dch v

Tri nghim ca khch hng so vi n k vng

tin l khch hng mong i vi nhu cu v k vng thc s ca khch hng.

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

Ngun: [10, tr 12]

Lun vn cao hc QTKD nm 2009

1.4. Dch v khch hng trong lnh vc Vin thng.

n khi khch hng ng k s dng dch v vin thng.

cc chng trnh chm sc khch hng trc, trong v sau bn hng.

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

Lun vn cao hc QTKD nm 2009

Hnh 1.8 Dy truyn khch hng

Lun vn cao hc QTKD nm 2009