c c n ci ca khch hng

ch l mt trong s rt nhiu dch v tin ch phc v khch hng vi mong mun duy nht l mua ly n ci tha mn ca "thng ". Ngy nay, cng vi mc tiu pht trin n nh, vic thc y doanh thu, nng cao li nhun lun l i hi cp thit i vi cc cng ty. iu t ra cho cng ty khng ch bi ton quy m kinh doanh m cn l cc chin lc chm sc khch hng hiu qu, cc k thut kinh doanh hin i vi ci ch cui cng l lm va lng khch hng. V cng chnh l b quyt thnh cng ca cc doanh nghip. H thng khch sn Sofitel t tiu chun 4- 5 sao c ting tm trn th gii t nhiu nm nay. Th nhng khng phi ai cng bit mt iu rng, Sofitel thuc quyn s hu ca Tp on kinh doanh khch sn Accor SA (Php) v ch l mt trong s nhiu thng hiu c ting ca Accor SA, bn cnh cc chui khch sn khc nh Novotel, Ibis, Mercure, Formule1, Motel6... Accor SA hin l tp on kinh doanh khch sn ln nht chu u v ln th 3 trn th gii (sau Best Western v Intercontinental Hotels Group), vi tng doanh thu hng nm t trn 7 t euro (doanh thu nm 2004 t 9,19 t euro), hin s hu hoc qun l khong 440.800 phng (ca 3.289 khch sn) cng vi khong 157.000 nhn vin lm vic hn 140 quc gia v vng lnh th trn th gii. Theo nhiu chuyn gia trong ngnh, khc hn vi cc i th cng hng nh cc tp on ni ting th gii Intercontinental, Hilton, Marriott, Starwood..., ch tp trung khai thc cc khch sn t 3 sao hoc 4 sao tr ln, Accor SA li c "chiu c" l "cn" ht mi khch hng. Khch no t tin xin mi vo ngh ti h thng khch sn Formule 1, Etap, Red Roof Inns, Ibis (hng 1- 2 sao) vi gi ch khong 20 -30 euro/ngy m. Khch no c nhiu tin hn th c h thng khch sn Novotel (3 sao) cho mi v chm sc. Cn ng nhin cc thng nhn giu c, chnh khch c mu mt th s c chiu chung nh ng hong khi bc chn vo ngh h thng khch sn Sofitel, vi gi thu phng bnh qun trn 2000 euro/ngy m. iu ny cho thy, Accor a dng ha cc lp khch hng ca mnh, hng u t mnh m vo h thng khch sn phc v c tt c cc loi khch, khch dng no, hng no cng chiu c, v theo ng kiu "tin no... dch v ny". Jean-Marc Espalioux, gim c iu hnh Accor cho bit: "Chnh nh vic phc v tt mi khch hng m chng ti c th chng tt hn khi gp nhng bin c ln. Trong nm ngoi, mc d ngnh kinh doanh khch sn gp nhiu kh khn, do dch vim ng h hp SARS, nn khng b, chin tranh Iraq, nhiu cuc bi cng n ra Php, nhng doanh thu ca chng ti vn lun mc n nh". Trit l ch c cho cuc sng - mt cun sch hu ch gip bn hiu r hn v cung cch phc v

khch hng. Chin lc ca Accor cho thy rng vic p ng gn nh mi yu cu ca khch hng cng nh vic lm sao phc v h mt cch tt nht chnh l cha kha dn n thnh cng ca tp on ny. Hn th na, trong mt mi trng cnh tranh gay gt nh hin nay, r rng thch thc nm vic mang li s hi lng cho khch hng. khng phi ch l vn lin quan n c im sn phm v gi c, m cht lng, dch v, s thun tin cng nh trch nhim ca tng c nhn trc khch hng tr thnh nhng yu t quan trng. ng qun rng, c c n ci ca khch hng, bn cn phi hiu c nhng nhu cu v mong mun ca h. iu ny ng vi bt k mt cng ty no d nh, trung bnh hay mt tp on a quc gia ln. Ti hng kinh doanh gia dng in t Lince Kofan, gim c iu hnh Mary Lince p dng mt iu lut bt bin vi nhn vin: "Cc bn mun ngi khc i x vi mnh nh th no th hy i x vi ngi khc nh vy".Mary khc su iu ny nhc nh cc nhn vin ca mnh lm theo, v nh m t mt cng ty ch c 9 ngi, Lince Kofan pht trin thnh mt tp on vi hn 200.000 ngi. Khch hng ca Lince Kofan lun c chiu hng tng theo thi gian. Hu x t nhin hng l l do khin uy tn ca cng ty cng ngy cng tng cao. Mary Lince k li, tnh c trong mt ln lng sc cc salon bn xe hi, b nh mua 2 chic t ti mt ca hng n. , ngi bn hng c v nh khng g n nhu cu cng nh tm trng ca b. Bc bi v cm thy mnh khng c tn trng, b tht vng bc sang ca hng khc. Ti y, ngi bn hng li ht sc n cn, nht l khi ngi ny bit hm li l ngy sinh nht ca Mary. Anh ta lp tc xin php i ra ngoi mt lt. Mi lm pht sau, mt c th k ca ca hng mang n mt b hoa hng tng Mary vi li chc mng sinh nht. Lc , Mary cm thy b hoa hng cn gi tr hn hng triu la. Khng n g na, b quyt nh mua lun hai chic xe hi v t v sau ca hng ny tr thnh mt i tc thn tn vi cng ty ca Mary. Khng nhng th, Mary cn gii thiu nhiu i tc mua t khc cho ca hng. Cu chuyn ca Mary cho ta thy rng, mt c ch d rt nh i vi khch hng cng c th mang li nhiu c hi trong kinh doanh. Khch hng s cm thy xc ng v thm qu mn cng ty bn. Nm bt c tm l ny, nhiu doanh nghip quyt nh m chin dch kinh doanh theo kiu mng li. Mt khch hng no khi mua sn phm, nu thy hi lng v cht lng sn phm cng nh cung cch phc v, s gii thiu cho bn b v ngi thn. C nh th, nu thc s quan tm n khch hng v p ng mt cch tt nht nhu cu ca h, nh sn xut s c nhiu kh nng thnh cng. Chng hn nh cng ty Taperuie chuyn sn xut cc loi hp nha dng ng thc phm ni ting ca M, bn sn phm ca mnh qua h thng "cc b ni tr" c hng thu lm nhn vin. Mi "nhn vin" nh vy thng xuyn mi cc bn gi n nh mnh v gii thiu vi h hp ng thc phm tuyt p, gi phi chng, rt tin dng v d ra, xp chng ln nhau nn khng chim mt

nhiu ch. Tn mt "mc s th" sn phm, cc bn gi ca nhng "nhn vin" ny cui cng cng m hu bao. Taperuie nh trng tm l ngi tiu dng: ai cng vy, d "xiu lng" trc nhng li t t ca bn b mnh hn l nghe mt ngi xa l tip th sn phm. Taperuie thit lp c mt mng li tiu th rng ri kiu nh vy c trong v ngoi th trng M, 75% sn phm ca hng c tiu th bn ngoi th trng M v theo c tnh th c 2,7 giy li din ra mt phin bn hng kiu ny ti mt ni no trn th trng. S tho mn cao ca khch hng l nhng g m mt cng ty cn phn u t c. l cch tt nht thu ht v gi c khch hng. Bn cn nh rng s trung thnh ca khch hng ch c th c c vi mt s tho mn cao bi v n s to ra mt s a thch v mt tnh cm, mt iu cn ang thiu trong s tho mn thng thng vn ch to ra mt s trung thnh hn ch, ngha l c th c s thay i v sn phm v cng ty cung cp. Nhng khch hng c tho mn cao cng t quan tm hn n vn gi c. Mt sn phm nu c khch hng a chung s lun c ch v nh gi cao. T , nhiu bn b, ngi thn ca h s bit n cc mt hng ca bn trong cc bui ni chuyn thn mt. Sau y l mt s yu t cng ty bn c c n ci ca khch hng: Cht lng v dch v: Cuc sng ang pht trin ngy mt tt hn, cht lng hn, v bi vy, khch hng khng cn chp nhn cc sn phm c cht lng thp hoc trung bnh. Gi y, mt sn phm tt cng cn phi c mt s tip cn v dch v c cht lng cao. Khch hng mun c bit nhng thng tin cn thit v c im ca sn phm v cch s dng cng nh cc ch hu mi i vi h. Trong thi i m s khc bit cht lng sn phm ngy cng b thu hp, cc doanh nghip ang tm mi cch to ra s khc bit. Cht lng dch v tr thnh mt nhn t quan trng trong cnh tranh thng mi. Mt v d in hnh l hin tng cc cng ty ang ngy cng cung ng cc sn phm thch hp theo yu cu ca khch hng. Cc sn phm sn xut hng lot ang nhng ch cho cc sn phm c sn xut theo n hng c th. Khch hng gi y c th a ra yu cu v sn phm thng qua Internet, iu c thc hin trong ngnh cng nghip vi tnh v cng nghip ch to xe hi. Cng nh vy, trong lnh vc may mc, cc my qut in t v vic t hng bng cc phng tin in t cho php ngi ta cung ng cc sn phm theo yu cu ca khch hng. Ngi ta hy vng rng cc khch hng s c th nhanh chng c nhn ho bt c mt sn phm no h yu thch, t in thoi di ng n nhng dng c nh bp, qun jean v o jacket.

Trch nhim x hi ca cng ty - yu t gy dng lng tin: Hnh nh ca sn phm ngy cng gn lin vi hnh nh ca cng ty. Khch hng ngy cng c nh hng mnh m n trch nhim ca cc cng ty i vi x hi v mi trng. Cc tp on a quc gia khng th pht l iu ny, bi nu khng, n s c th gy ra nhng tc ng tiu cc i vi cc hot ng ca doanh nghip. iu ny xut pht t vic nhng yu cu ca khch hng cn c cc sn phm thng mi bnh ng v sn phm sinh thi. Mt doanh nghip a ra c nhng sn phm tin ch cho ngi tiu dng s c nh gi cao hn na nu bit gn lng tin ca khch hng vi trch nhim x hi ca mnh. Cc cam kt bo v mi trng, bo v h sinh thi s tng thm uy tn cho doanh nghip. S tin li cho ngi tiu dng: Theo mt nghin cu mi y ca t chc lao ng th gii (ILO), s tham gia ca ph n trong lc lng lao ng ang ngy mt tng cao. iu ny c ngha rng, trong cc gia nh hin i, c v ln chng u l nhng ngi bn rn. Mt mt, iu ny s dn n s gia tng v sc mua bi mc thu nhp tng ln gp i. Mt khc, iu ny cn c ngha l ngi ph n s c t thi gian hn cho vic mua sm. V th, khch hng i hi s tin li tit kim thi gian. t hng qua in thoi hay Internet cn tr nn ph bin hn na, v hnh thc mua sm mt ln (one-stop shopping) cng bt u xut hin, theo , khch hng c th la chn tt c nhng sn phm mnh cn ti mt a ch mua sm. Nhng ca hng bn l ln, cc siu th hay cc trung tm thng mi ang thu li ln t xu hng ny thng qua vic tng gi gi m ca cng nh vic m rng danh mc sn phm v dch v,.. Gi c - yu t quan trng trong iu kin cnh tranh: Bn cnh nhng yu t cht lng, hnh nh trch nhim, s thun tin, cc cng ty hon ton khng nn xem nh yu t gi c. Mc d khch hng c th vui lng tr mt mc gi cao hn nu nhng yu cu ca h v cht lng, dch v, hnh nh, v s thun tin c p ng, nhng, bn khng c qun rng s cnh tranh trn thng trng lun lun din ra khc lit. V th, gi c s vn l nhn t quyt nh trong hot ng mua sm. C th ni, khch hng lun l yu t quan trng quyt nh thnh bi ca mt cng ty. Nim tin v s yu mn ca khch hng i vi cng ty l rt quan trng. Ch mt thi , mt hnh vi c x khng kho cng c th gy n tng khng tt i vi khch hng. V nh vy, v hnh chung, bn ang y khch hng ra xa khin h d dng "mt i khng tr li".

 c c nim tin ca khch hng, cc cng ty cn ra c nhng chin lc phc v "thng " mt cch ph hp nht, trong thi tn trng khch hng vn c coi l yu t quan trng nht. Nhng cng ty c i ng nhn vin bn hng nim n, thi phc v n cn lch s, chu o thng to ra c "ting thm" thu ht khch hng. V nh vy, n ci ca khch hng cn phi c t ln hng u trong bt c chin lc kinh doanh no.

MR hin i l "Bn nhng g khch hng cn ch khng phi bn nhng g doanh nghip c". Hay ni theo cch khc khch hng ngy nay ch mua nhng g ngi ta cn. Nhim v ca marketing(Mr) l tm ra nhu cu ca khch hng t tha mn nhu cu ca khch hng. Trong khi nhu cu ca khch hng l rt a dng v phong ph, khng th mt doanh nghip vi ngun lc hu hn ca mnh c th tha mn tt c nhu cu ca KH c. Tm ra nhu cu ca khch hng m doanh nghip c kh nng phc v tt nht chnh l s sng cn ca doanh nghip. V ngy nay th trng hot ng t do, cc doanh nghip t do cnh tranh, Mt cng ty mun gia nhp th trng l mt vic rt d dng, nhng lm sao c th tm ra khch hng cho mnh, doanh nghip c th duy tr, ng vng v pht trin trong th trng mi l vn kh khn cho doanh nghip. Khch hng u ? Tha mn nhu cu chnh l con ng m marketing m i doanh nghip phi i tm n vi khch hng. . Khi c khch hng ri cha chc doanh nghip ng vng nu nh cha thc s tha mn nhu cu ca khch hng. V nhu cu ca khch hng lun m rng, pht trin ( Cc bc thang nhu cu). Ngy cng cao hn v kh nhn bit hn. Tm ra v tha mn nhu cu gip doanh nghip m rng khch hng, gi chn khch hng li l nhim v ca MR ( c th l MR relationship ). Tm li Vi nhng doanh nghip cha tham gia vo th trng MR l cha kha gip doanh nghip bc chn vo th trng. Gip doanh nghip tn ti v pht trin trn th trng . Khi doanh nghip tham gia vo th trng th Tha mn nhu cu khch hng gip doanh nghip c th bn cc sn phm ca mnh, t mi c th tn ti. Doanh nghip no tha mn nhu cu tt hn th s c nhiu khch hng hn, mi c th ng vng v pht trin trn th trng. "Chnh l yu t cnh tranh."