Nhn

Nghe

Ni

bng hnh ng

i
nht
Ni

Ngh
2

Tim nhit tnh

c thng minh
Mt tinh
Tai thnh
Chn nng ng
Tay rng m

Ming n n ci
Ngi y k nng & cng c
3

Mc ch
Kha o to nhm mc ch:
Gii thch tm quan trng ca CSKH
Xc nh mt s bin php lm hi lng KH

Kt qu
Kt thc kha hc, cc hc vin s c th:
1. Gii thch c l do v sao phi CSKH
2. Lit k c cc KH ca doanh nghip
3. p dng mt s bin php CSKH tt hn
5

Chm sc khch hng

1. Khch hng
2. Khi nim chm sc khch hng
3. K nng chm sc khch hng
4. Qun l chm sc khch hng ton din
6

Quan h gia CSKH v Marketing

Chm sc khch hng

1. Khch hng
2. Khi nim chm sc khch hng
3. K nng chm sc khch hng
4. Qun l chm sc khch hng ton din
8

Khch hng
Tm quan trng ca khch hng

Khi nim khch hng

Cc loi khch hng

9

Tm quan trng ca KH
Gy ra
Sc mua
ca KH

Quyn
la chn

Cnh tranh

Dn n
10

Tm quan trng ca KH

Chng ta
ang
kinh
doanh
ci g?
11

Tm quan trng ca KH

Doanh nghip hot ng

tha mn nhu cu ca
khch hng qua thu
c li nhun.
12

Khch hng
Tm quan trng ca khch hng

Khi nim khch hng

Cc loi khch hng

13

Khch hng
l
Thng
14

Khch hng l
Ngi cho ta vic lm
Ngi cho cng ty li nhun
Ngi m ta ph thuc vo
Khch hng khng phi l tranh ci
Khng ai thng khi ci nhau vi KH
Ngi thng tin v i th cnh tranh
15

Khch hng l "ng ch" duy

nht tr lng, sa thi nhn
vin, k c gim c, thm ch
gii th cng ty bng cch tiu
tin ch khc.
Gim c ch l ngi thc thi
mnh lnh ca khch hng.
16

Khch hng l ai?

Ngi
quyt
nh

Ngi
th
hng

Ngi
s dng
17

Khch hng l ai?

Khch hng
khng nht thit
l ngi mua
hng ca ta.
18

Khch hng l ai?

Mua sm
thc phm

Tip tn

Ban an ton
v sinh
thc phm

Khch
t bn

Thu ngn
Phc v
bn

Bp

Cc thu

Khch
n ung

19

hch hng ai?

Ban an ton
v sinh
thc phm

Khch
t bn
Tip tn

Mua sm
thc phm

Bp

Phc
v bn

Thu ngn
Cc thu

Khch
n ung
20

Khch hng
Tm quan trng ca khch hng

Khi nim khch hng

Cc loi khch hng

21

Khch hng bn ngoi

Khch h

ngoi l nhng
ngi khng thuc
doanh nghip v l
i tng phc v
ca doanh nghip.
22

Khch hng tim nng

1. C nhu cu v sn phm, dch v
2. C kh nng thanh ton
3. C kh nng tip cn
4. C quyn mua (ai c quyn quyt nh?)
23

Khch hng tim nng

nh
tin trong ti khon
ca cng ty
24

Khch hng tim nng

nh dng mu ca
mt c th kho mnh
25

Khng nh gi ng khch
hng tim nng ng ngha
vi vic lng ph thi gian,
doanh s v tin bc.
26

Money, Authority & Need

27

Khch hng ni b
Khch hng ni b l
nhng ngi cng lm
vic trong doanh nghip
v s dng sn phm
hoc dch v ca nhau
phc v khch hng
i.
28

Khch hng bn ngoi tr lng cho ta (tin)

Khch hng ni b cho ta tnh cm (tnh)

sng, ta cn tin bc v tnh cm

C ngha l cn

Khch hng
29

Khch hng
Tm quan trng ca khch hng

Khi nim khch hng

Cc loi khch hng

30

Suy cho cng

mi ngi u
sng bng cch
bn mt ci g
R.L.Stevenson
31

Chm sc khch hng

1. Khch hng
2. Khi nim chm sc khch hng
3. K nng chm sc khch hng
4. Qun l chm sc khch hng ton din
32

Chm sc khch hng

Khi nim

Ba yu t c bn tho mn khch hng

33

Chm sc khch hng

Phc v khch
Lm nhng vic
hng THEO
cn thit GI
CCH H MONG v
khch hng bn
MUN c
ang c
phc v

34

Khi nim CRM

CRM l mt chin lc kinh doanh nhm
chn la v QL KH ti u ha GT lu di

CRM i hi:
Mt trit l kinh doanh nh hng vo KH
Vn ha nh hng vo KH

h tr:
Hot ng marketing v bn hng
Qu trnh cung cp dch v hiu qu
35

Khi nim CRM

CRM m rng khi nim bn hng:
t mt hnh ng ring bit ca mt NV
n mt qu trnh lin tc lin quan mi ngi

Quan h con ngi l ng lc c bn

36

Chm sc khch hng

Khi nim

Ba yu t c bn tho mn khch hng

37

Khch hng mong mun g?

S hi lng cao nht

khi s dng sn
phm v dch v ca
doanh nghip
38

Ba yu t c bn tho mn KH
Yu t
sn phm

Tha m n
khch hng
Yu t
thun tin

Yu t
con ngi

39

Yu t sn phm
S a dng ca sn phm
Gi c ca sn phm
Cht lng v kiu dng
Cht lng dch v hu mi
40

Kh
ng
Sn phm

Qu trnh

(Product)

(Processes)

Ci ct li ta
cung cp cho
khch hng

H thng v
hot ng h
tr vic cung
cp SP v DV

Con ngi

Thc hin

(People)
Tng tc gia
nhn vin v
i x vi KH

(Performance)

Kh nng
khc bit ha

Cung cp sn
phm ng
hn, ng loi
41

Yu t thun tin
a im bn hng
iu kin giao hng
iu kin i hng
Phng thc thanh ton
Gi m ca
42

Pht trin dch v

43

Khch hng mua g?

Gii php
Cm gic
44

Yu t con ngi
Thi phc v

K nng phc v

Trnh ngi phc v

45

Bn
Bn

Bn
Ban

46

Mc tha mn KH
Cc yu t cm gic
Tng tc vi
doanh nghip
Thc hin
Qu trnh
v h tr
SP
Ct li
47

Khch hng khng

mua sn phm, dch
v m mua gii php
cho vn ca h.
48

Chm sc khch hng

Khi nim

Ba yu t c bn tho mn khch hng

49

Chm sc khch hng

1. Khch hng
2. Khi nim chm sc khch hng
3. K nng chm sc khch hng
4. Qun l chm sc khch hng ton din
50

K nng chm sc KH
Yu cu i vi nhn vin CSKH

Giao dch qua in thoi

Giao dch vi khch hng hay than phin

51

Yu cu i vi CSKH
Sng to
Nhit tnh
C k hoch
Hiu bit su v cng ty v i th
Hiu bit rt su v sn phm, dch v
52

Khch hng khng

mua sn phm, dch
v m mua gii php
cho vn ca h.
53

Yu cu i vi CSKH
Thu hiu khch hng
Giao tip tt
Bit lng nghe
Bit cch thuyt phc
Bit cch kt thc
54

Yu cu i vi CSKH
Hnh thc ph hp
Hiu tm l khch hng
Thi ho nh, lch s
Nhanh nhn
Bn c hng
55

Nguyn nhn tht bi

Thiu tnh sng to

55%

K hoch, t chc ti

39%

Thiu hiu bit v sn phm

37%

Thiu nhit tnh

31%

Thiu quan tm khch hng

30%
56

Nguyn nhn tht bi

Thiu o to bi bn

23%

Thiu mc tiu c nhn r rng

20%

Thiu hiu bit th trng

19%

Thiu kin thc v cng ty mnh

16%

Thiu kim sot cht ch

9%
57

Yu t con ngi trong CSKH

Nng lc
Hnh vi
Thi

Competence

Behavior

Attitude
58

Tam gic yu cu

ASK
Kin thc (Knowledge)
59

CSKH thnh cng

80%: Thi
Nhit tnh
Kin tr

20%: K nng v kin thc

K nng chuyn mn
Hiu bit sn phm, cng ty, th trng
60

Tiu chun hng u ca ngi

dch v khch hng l thi
tt, ri mi n kinh nghim,
trnh , din mo.
Cc tiu chun sau u c th
nng cao nu c thi tt.
61

Thi
C ch
Nhn thng vo khch hng khi ni chuyn
T ra nhanh nhn, th v
Trnh u oi, chm chp v thiu din cm

Ngoi hnh
Nhn thy l nhn ra ngay nh chuyn nghip
62

Mun tr thnh nh
chuyn nghip trc
tin trng phi ging
chuyn nghip
63

Thi
T phn tch
Nhn khuyt im v c gng khc phc.
T hi c th c phng php no tt hn?

Trnh tranh lun

Trnh nhng cuc tranh lun khng cn thit
Tranh lun: thng -> Bn hng: tht bi
64

Ta cn thng
hay

thnh cng?
65

Thi
Nhit tnh
iu ny s nh hng n khch hng
Nhit tnh khng t n nu mnh khng c

Tin tng
Tin tng vo sn phm, cng ty, chnh mnh
L xng sng ca nhit tnh
L kh nng thc hin cng vic hiu qu
66

Thi
Thnh tht v trung thc
Trnh by gi ca bn thnh tht
Bn ang tht s em li li ch cho h
Khch hng c th hiu v cm nhn c

S dng thi gian

Thi gian l tin bc
S dng cn thn v khn kho
67

Thi
Kh nng lng nghe
Ni l gieo nghe l gt
Hy ch lng nghe khch hng

Kin tr
KH c th ni KHNG khi h c th ni C
Khng h t chi mt cch d dng
68

Thnh cng trong bn hng:

Bt u t lng ham mun tip
xc vi khch hng tim nng
Ch khng ch pht sinh t
qu trnh tip xc vi khch
hng
69

Khng bit ci,

ng bn hng.
70

K nng chm sc KH
Yu cu i vi nhn vin CSKH

Giao dch qua in thoi

Giao dch vi khch hng hay than phin

71

Giao dch qua in thoi

Cho v cho ngi gi bit tn ta
Ci trong khi ni qua in thoi
Cho ngi gi bit nu ta phi tm thng tin
Hng ngi gi n vn chnh
72

Giao dch qua in thoi

Ha thc hin yu cu ca ngi gi
Gi ging ni, m iu, cng t nhin
Gi cuc gi ca khch hng cn thn
Cho hoc cm n ngi gi kt thc
73

n thoi
NN

KHNG NN

Tr li ngay khi c chung

chung lu

Nu tn doanh nghip

Ch ni Al

Nu tn ngi nhn in

Va nghe va

Tp trung lng nghe

lm vic khc

C sn thng tin cn thit

Khng ghi chp

Tm cch gii quyt

Qun li ha
74

Ngi gi gin d
Dnh thi gian cho h x gin
ng nghe xa tai va nghe
Ghi li nhng li phn nn, chi ra
Ni tn, xc nhn s quan trng ca vn
Chuyn cuc gi n ngi c th gii quyt
Ung mt cc nc trc khi lm vic khc
75

K nng chm sc KH
Yu cu i vi nhn vin CSKH

Giao dch qua in thoi

Giao dch vi khch hng hay than phin

76

S khng hi lng ca KH
Ta nhn c than phin ca
4% s KH khng hi lng v dch v
1 li than phin th s c 25 ng khc gp phi

1 KH c vn s ni vi 9-10 ngi
13% KH c vn s ni cho hn 20 ngi
Theo: Technical Assistance Research Program (TARP)
77

S khng hi lng ca KH
1 KH c vn c gii quyt s ni vi 5ng
KH than phin hay tip tc mua hng:
54 - 70%: nu vn c gii quyt
95%: nu vn c gii quyt nhanh chng
Theo: Technical Assistance Research Program (TARP)
78

Chi ph trung bnh c mt khch

hng mi l

118,16$

Chi ph trung bnh gi mt khch

hng ch l

19,76$
79

Mua danh 3 vn
Bn danh 3 ng
80

Ti sao khch hng b ta

Nhn vin
phc v
khng tt
68%

Qua i
1%
Chuyn ch
3%

C cc quan
tm khc
5%

B i th
li ko
9%

Khng tho
m n vi SP
14%
81

Mi khi mt mt khch hng,

bn s nh mt thm 250
khch hng tim nng khc na.
82

Lut dch v khch hng

iu 1:
Khch hng lun lun ng
iu 2:
Nu c ngh khc,
hy xem li iu mt
83

n vi nhau ch l s khi u
Lm vic cng nhau l s tin b
Gi c nhau mi l thnh cng
Henry Ford
84

Thc hin chm sc KH

1. Kim tra mc tha mn ca KH

2. Tm nguyn nhn kim khuyt

3. X l nguyn nhn
85

Cng c kim tra tha mn

1. Phiu thm d kin khch hng
2. Hi ngh khch hng
3. S gp ca khch hng
4. Doanh s
86

Tm kim nguyn nhn

S t duy

S xng c

Cc phn tch khc

87

S t duy
o to ni b
Nhn
s dch
v
Thu
ngn

Cc dch v
tr gip
Li xe

Tr l

Nhn
s lin

bn
hng

quan
Li
H hng

Thay i
SP

Kt qu
Phn nn
ca khch

Thng tin
Sa i qu trnh
Tip xc trc tip
E-mail

Bng
cch

Th

hng
L do
Chm tr

Dch
ti

Cht lng ti

n
Trong
tho
Trong
i
Khng tt

cng
mt
ngy

vng
mt
tun

88

ng c
Ngi ph
trch nhm

a im
lm vic

Phong cch
Thi
Qu kh

Ni

Nhiu l
thuyt

dung

Nng
lc

Ging
Thiu
kinh
nghim

vin

Nhim v
o to

Chc v

Nhn vin
khng p
dng nhng
phng php
mi c
o to

89

xng c

Cc nh qun l t c
o to chnh thc
Khng c o

a im lm vic
Thanh ton /
khuyn khch
Cc nh QL c
thu theo cc mi
quan h hn l theo
nng lc ca h
B gii hn/ khng
c tip cn vi
mi trng bn
ngoi
Gii hn v
vic tip cn
vi thng tin v
phng tin
truyn thng

iu kin
lao ng

Cht lng
o to
km
Nng cao
Thiu
tay ngh
CN

Thiu
o to

kinh ph
o to

o to nhiu l
thuyt, khng ph
hp
Khng bit cc

to trc
Ch c mt vi dch v
o to thch hp

Thiu
k nng qun l
Trc y thiu nhu
cu v dch v ny
S lng cc nh
cung cp t

dch v c sn
Cc
nh
qun
thiu kinh nghim

Cung cp dch
v cht lng
l

Thiu
ngi
cung cp dch
v/ cc dch v
thch hp

km
90

X l nguyn nhn

Tnh nng ca h thng

K nng ca nhn vin

91

Hnh ng
Cho hi KH ngay khi nhn thy
Gi KH bng tn bt c khi no c th
Giao tip bng nh mt vi KH
Mm ci vi KH
Ph tan bu khng kh t nht
KH lm iu g
92

Hnh ng
Lng nghe khch hng nhiu hn
Khen ngi ci m v chn thnh
D kin trc nhu cu ca khch hng
Gii thch cn k li ch, quy trnh hot ng
Ni cm n; lm n; vui lng
Gi ni lm vic ngn np
93

Hnh ng
Gi th cm n t thi nh gi cao KH
Khch l s c gng ca khch hng
Tng mn qu nh th hin s quan tm
Gi thip chc mng sinh nht
Trch hoa hng cho gii thiu khch
Hi thm vic kinh doanh ca khch hng
94

Hnh ng
Gip khch hng m rng kinh doanh
Gi lin lc thng xuyn
Nghin cu thm v khch hng
ngh khch hng gii thiu
To mng li khch hng
Thu thp thng tin v i th cnh tranh
95

KH than phin thng mun:

c lng nghe v c hnh ng nghim tc
Lm cho ngi khc hiu nguyn nhn
Nhn c n b v bi thng
c x l vn nhanh chng
96

KH than phin thng mun:

Trnh c nhng bt tin v sau
c i x tn trng
C ngi phi b x l v gy ra vn
c m bo vn s khng xy ra na
97

X l li than phin ca KH
Nn

Khng nn

Lng nghe

Bo cha

T ra thng cm

Tranh ci

Tp trung n lc tm

C gng xoa du s tc

cch gii quyt vn

gin ca khch hng

98

Tch vn
ra khi c nhn
99

Vn

Hp tc

Khch hng

Chng ta
100

X l than phin ca KH
Gi bnh tnh v kim ch xc ng
Lng nghe kin ca khch hng
Khng ph nhn cm xc ca KH
By t s cm thng vi khch hng
101

X l than phin ca KH
t cu hi lm r vn
Tm kim v thng nht v gii php
Hnh ng
Cc bc tip theo
102

Mt b ci l
khng bng

mt t ci tnh
103

Chm sc khch hng

1. Khch hng
2. Khi nim chm sc khch hng
3. K nng chm sc khch hng
4. Qun l chm sc khch hng ton din
104

Vai tr ca nh qun l

Xy dng
vn ha CSKH
Hng v
Khch hng

Thit lp
chun mc

Xy dng
h thng

S-M-A-R-T

Cht lng
ton din
105

Lnh o lm g CSKH
mi ngi cng lp tung ch o CSKH
Sc tch, R rng, c o
Fed Express: An ton, chc chn, nhanh gn

Gio dc thi lm vic cho nhn vin

o to v cng c k nng cho nhn vin
Gii thch nhng iu cm k nn trnh
106

Lnh o lm g CSKH
Gip nhn vin thot khi nhng KH kh tnh
To thi gian ngh ngi cho nhn vin
m bo nhn vin c dng c lm vic
Tm kim nhn vin c kh nng CSKH tt
Lm phong ph thm cng vic ca NV
Khen thng hnh ng ng trong CSKH
107

nh gi nhn vin
Yu t v ngh nghip quan trng

Gim
c

Nhn
vin

1. nh gi cao v cng vic tt

2. t mnh trong cc tnh hung

10

3. Gip nhng vn ring t

4. m bo ngh nghip

5. Lng cao

Customer Service Managers Letter, 6 Sep 1989

108

nh gi nhn vin
Yu t v ngh nghip quan trng

Gim
c

Nhn
vin

6. Cng vic th v

7. C kh nng c thng tin

8. S trung thnh i vi cty, lnh o

9. iu kin lm vic tt

10. Nguyn tc t nh

10

Customer Service Managers Letter, 6 Sep 1989

109

Cng ty nh hng ni b

CEO
Qunt r vin
im st vin
Nhn in trc tip

Khch hng
110

Gim st vin

Cng ty nh hng ni b
Tuyn dng ngi hon thnh nhim v
Lm cp trn vui lng ch khng phi KH
Thng tin trn c s thm nin, quan h
o to theo chc nng, khng theo yu cu
111

Cng ty nh hng ni b
Khng giao dch KH th khng chu trch nhim

Quyt nh khng c kin ngi giao dch

Thin v cc gii php tnh th, ngn hn

112

Cng ty nh hng KH
CE / Qun tr vin cao cp

Qunt r vin/ Gim st vin

Nhn in trc tip

Khch hng
113

Cng ty nh hng KH
Tuyn dng ngi tha mn KH v nhim v
Gip cp di lm hi lng khch hng
Thng tin trn c s k nng v thm nin
o to tp trung vo giao tip, k thut
114

Cng ty nh hng KH
Thu hiu KH bn ngoi v KH ni b

Quyt nh c tham gia ca ngi giao dch

Coi trng cc gii php tng th lu di

115

Qun l tha mn KH
Cam kt - Commitment

+ Kh nng - Abilities
+ Chun mc - Standard
+ Trao i tt - Communication
+ Quan tm - Attention
+ Chi tit - Detail
= Xut sc - Excellence

Cng thc chui cht lng

CASCADE

Sn
phm v
dch v
cht
lng
cao
Tho
mn
khch
hng
ton din
116

Cam kt
Bt u t cp cao nht

Xy dng vi s tham gia ca mi ngi

Thc hin cam kt mi cp trit

117

Kh nng
Cc k nng cn thit t cc chun mc:
S dng thit b
Chun b bo co
X l than phin ca khch hng
Lm sch, p vn phng
118

Chun mc
Nhng chun mc phi t
c t ra v o lng c
L mc tiu ti thiu ca mi ngi

Mc p ng hin ti
Cng vic nh hng g n ngi khc
119

Thng tin
Thng tin hai chiu
a ra ch dn r rng
Tip nhn thng tin v hi p

m bo thng tin thng sut

Cng vic i hi g
Khch hng l ai (ni b hay bn ngoi)
Khi no phi hon thnh cng vic
Ti sao phi lm vic
120

Quan tm n chi tit

Hoch nh chin lc CSKH
Kim sot cc quy trnh, chc nng
Lp k hoch chi tit
Thc hin cng vic t m
121

Dch v tuyt ho
To s khc bit ha dch v

To ra nhng khch hng trung thnh

Th hin du cht lng trong vic mnh lm

122

CASCADE
to nn s tuyt
ho ca dch v
khch hng
123

Gi tr i vi KH
Gi c

Phng tin

D tip cn

Quan h

Kh nng la chn

Cch i x ring

Nhn vin

n tng mnh

Thng tin

Cng ng

ng hnh

K c
124

Li ch khi KH quay li
Tm KH mi tn km chi ph
KH mua nhiu hn: tng gi tr
H c c s thoi mi khi giao dch
H tuyn truyn tt v doanh nghip
tn km hn trong phc v h
125

Li ch khi KH quay li
t nhy cm vi gi
D tha th hn khi ta c li
Lm chng trnh marketing hiu qu hn
Mang li tim nng thu nhp ln hn
126

Tip tc mua
Trung thnh
KH quay li

Danh ting
Tng gi tr

Tha mn
Gi tr
127

Giai on pht trin Marketing

1. Cng c
2. Chin lc
3. Dch v
4. Vn ha
128

Marketing nh Cng c
Marketing Mix
Sn phm
Qung co
Xc tin
Phn phi
Gi
129

Marketing nh Chin lc
Thu hiu KH
Phn on
a dng ha
Li th cnh tranh
nh v
130

Marketing nh Dch v
Cng nghip dch v

Giao dch vi KH

Cht lng dch v

131

Marketing nh Vn ha
Quan h KH
KH quay li
Gi tr ca KH
Danh ting
Gi tr ca c ng
132

Chm sc khch hng

1. Khch hng
2. Khi nim chm sc khch hng
3. K nng chm sc khch hng
4. Qun l chm sc khch hng ton din
133

Chm sc khch hng phi bt r

trong vn ha v nim tin ca cng ty.
Ta khng th p dng chm sc
khch hng nh mt gii php tnh th.
Andrew Brown (1989)
134