Ba 1: NGH THUT CHINH PHC KHCH HNG

B quyt khi phc lng trung thnh ca khch hng khi gp s c dch v Tc gi: Janelle Barlow & Claus Moller Bin dch: Vng Long - Thanh Tuyn Trung An BA 4: LI PHN NN CA KHCH HNG CHA KHA N THNH CNG Trong n bn u tin ca quyn Ngh thut Chinh phc Khch hng, Janelle Barlow v Claus Moller gii thiu mt tng mang tnh cch mng: nhng li phn nn t khch hng l mt c ch phn hi rt qu gi, c th gip cc t chc ci thin sn phm, phong cch dch v v trng tm th trng mt cch nhanh chng v t tn km. Thc s, l nhng kha cnh hay nht trong hot ng nghin cu th trng. n bn ln th hai ny ni bt hn vi mt chng mi v vic tip nhn v phn hi nhng li phn nn qua Internet; mt chng mi v cch x l v tn dng li th ca nhng li phn nn c trc tip gi n bn; v mt ni dung th hin cch bn c th phn nn mt cch xy dng v hiu qu. Quyn sch c bin son li gn nh ton b vi nhiu v d, cng c v chin lc mi. n bn u tin ca quyn sch l mt vin ngc qu. Phin bn mi c cp nht ny cn cao cp hn na. Nhng v d mi ng thi mang nhng tnh cht ch dn, cm xc v c gii tr. Ch nhng tm tt v cc nghin cu cng ng bn c quyn sch ny. Chng s gy chn ng cho bt c ai ang nghi ng sc mnh ca vic lng nghe khch hng ca mnh. - Jim Kouzes ng tc gi quyn Thch thc Lnh o The Leadership Challenge

Bn thn quyn sch ny l mt mt qu. T duy rt mi m; suy lun cht ch; nhng v d v phong cch cung cp dch v khch hng tuyt ho tht xut sc. Janelle Barlow v Claus Moller c mt tm nhn thc t rt c o trong vic to ra gi tr cho c ng thng qua bin ting ni ca khch hng thnh trung tm ca chin lc kinh doanh. - Craig Dinsell Ph Ch tch ph trch Ngun nhn lc, Oppenheimer Funds Inc.

NHNG LI KHEN NGI DNH CHO QUYN SCH

Ngh thut Chinh phc Khch hng

Barlow v Moller vch ra l do ti sao mt khch hng phn nn c th tr thnh ti sn qu gi nht ca cng ty v hng dn bn cch dnh li khch hng, thc y thm giao dch v tch ly thm nhng li chng thc thun li. Nu thnh cng trong kinh doanh c ngha quan trng i vi bn, bn cn phi c quyn sch ny! Ron Kaufman, tc gi v nh sng lp trng UP Your Service

i vi nhng cng ty ang dnh ngy cng nhiu tin vo vic nghin cu k vng ca khch hng, quyn sch ny l mt ln gi mi m. Quyn sch cng c th c t tn mt cch thch hp Bin nhng cm nhn thng thng thnh li nhun. Paul Clark, Tng gim c, Dch v Khch hng, Country Energy, c

Mi li phn nn l mt mn qu cung cp mt phng tin tuyt vi gii thch cch thc mt cng ty c th cung cp dch v hon ho v x l li phn nn thng qua nhng mi quan h khch hng c ci thin, m cui cng l gip gia tng doanh s cng nh ci thin s hi lng ca khch hng. Thom Ray, Tng gim c British Telecom

Ngy nay mi th dng nh qu phc tp. Nhng Barlow v Moller chn mt vn gai gc v bin n thnh iu d hiu, khng ch trong th gii kinh doanh, m cn trong cuc sng hng ngy ca chng ta. Ti s khng bao gi cm thy li phn nn c tnh hy hoi na. Tin s Russ Volcmann, Ch bt v Bin tp vin, Tp ch Intergral Leadership Review

Trong ngnh kinh doanh ca hng tin ch, sau tc giao hng th dch v l quan trng nht. Quyn sch ny o su nghin cu nhng iu kin cn thit gip s khi phc dch v xy ra mt cch nht qun. Lee Barnes, Ch tch, chui ca hng tin ch Family Fare Quyn sch ny mang li mt s chuyn i thi mang tnh cm hng cho nhng nhn vin trong ngnh dch v, mt cng thc t ph to ra s khi phc dch v khi phi i mt vi nhng li phn nn kh khn, v mt s ci t h thng qun l. Rick Brandon, ng tc gi quyn S tn ti ca Tri thc

Quyn sch ny x l vic khi phc dch v nh mt ngh thut. Bi kim tra thc s ca mt thng hiu v i l kh nng tn dng c hi hnh thnh mi quan h khch hng mi. Thng qua s pha trn k

lng kh nng phn tch, tnh sng to trong kinh doanh v cc v d thc t, nhng trang sch ny s thuyt phc bn rng nhng li phn nn thc s l nhng mn qu. Mike English, Ph Gim c Trung tm Lin lc Khch hng, Starwood Hotels & Resorts Worldwide Inc.

Khi nim trong quyn sch ny l mt thi m chng ti p dng b sung cho li ha thng hiu ca mnh ti Royal Plaza Scotts, Singapore. Chng ti gieo mm cho s quan trng ca n vo tt c cc nhn vin h thc s bit n s phn hi ca khch hng, d chng thun li hay bt li. Patrick Garcia Fiat, Tng gim c, Royal Plaza Scotts, Singapore

Quyn sch ny rt su sc. N tr li vi nhng iu nn tng c bn ang thc y ngnh ca chng ti. Cc tc gi a bn i qua qu trnh t lc cp n mt tri nghim khng hay ca khch hng n lc bin v khch thnh mt khch hng trung thnh. Ta quyn sch ny khng th ng hn c na. Rich Hicks, Ch tch, Nh hng Tin Star Chng ti s hu mt trong nhng a im hng v nht trn th gii: cu b hnh trn khng (Sky Walk) Grand Canyon West. V chng ti vn nhn c nhng li phn nn. Quyn sch ny c th gip bt k t chc no t c nhng mc tiu tri nghim ca khch hng. Khi nim ny c tc dng rt tt nhiu nn vn ha khc nhau. Ngy nay, iu ny tr nn rt quan trng nhm to nn mt c trng thc s mang tnh quc t trong dch v mang li tri nghim cho khch hng. Waylon Honga, Gim c iu hnh, Grand Canyon West

Quyn sch ny dnh cho bt c nh qun l no hiu c rng nhng khch hng thc s tha mn s mang li nhng c hi tt nht kim thm nhiu khch hng khc. Mi li phn nn l mt mn qu l mt cng c mnh m cn c chia s cho mi nhn vin trong ton cng ty. Andy Jorishie, Ph ch tch cao cp, tng v Cch tn, The Zimmerman Agency

Quyn sch ny l mt tc phm ngh thut. Ti s gii thiu cho bt c ai ang tm kim s hon ho v hc hi v hot ng chm sc khch hng ni chung v x l phn nn ni ring. Omran Al Shansi, Gim c X l Phn nn Cao cp, Emirates Telecommunications Corporation

y l mt quyn sch k diu vi nhng cng c v k thut thc tin nhm m bo to ra nhng tri nghim th v cho khch hng v gii quyt tt ngay c nhng li phn nn mang tnh thch thc nht t pha h. N bao gm rt nhiu gi nhm cung cp dch v khch hng hon ho ngay c trong nhng tnh hung kh khn nht. Nhng cng c ny thc s c hiu qu, mang tnh thc tin. Michael Krumpak, nguyn Gim c o to v Pht trin, H vin M

Khi nim Li phn nn l mt mn qu ch ra s khc bit mang tnh di hn. Chng ti tin rng, l mt mng li cc ngn hng, chng ti c th sa cha mt s lng ln cc sai st t phn hi ca khch hng. Chc chn chng ti s tr nn c o hn trong cch thc phc v khch hng. Qun l phn nn l mt yu t then cht trong chin lc kinh doanh ca chng ti. Andrey Litvinov, Ph Ch tch, Life Financial Group, Nga

Tht th v khi cui cng ch phn nn cng c cp v tho lun su sc. Hot ng kinh doanh ca chng ti, vn c da trn vic xy dng quan h, nhn c li ch rt ln t nhng kin thc su sc c cung cp trong quyn Mi li phn nn l mt mn qu. Cliff Miller, Ch s hu M. J. Christensen Diamonds

Trit l li phn nn l mn qu mang li quyn lc cho nhng nhn vin tip xc khch hng ca chng ti trong vic ci thin v cng c quan h vi khch hng. Phng php tip cn bng s giao tip c o ny i vi nhng dch v sai st rt c ch cho t chc chng ti, gip xy dng nhng nhm nhn vin mnh hn v hiu qu lm vic cao hn. Peta Peter, Gim c Gio dc v o to, Amway c v New Zealand.

Quyn sch ny l mt thnh phn v gi trong b cng c ca chng ti nhm to ra nn vn ha dch v khch hng khc bit. N tp trung vo vic tip nhn nhng li phn nn ca khch hng tinh chnh dch v v thu phc khch hng tr li, thay v xem nhng li phn nn l nhng iu ti t cn n trnh. Muriel Roake, Gim c, Pht trin Thng hiu v T chc, Air New Zealand

Ti lun l ngi ng h trit l xem phn nn l qu tng ca Janelle v Claus trong lnh vc ny nhiu nm qua. Cc knh giao tip v s thng sut ca cch tip nhn li phn nn, thng qua blog v phng chat trc tuyn, to iu kin cho c nhng nhu cu thit yu hn trong vic x l s phn nn mt cch hiu qu v nhanh chng. Nigel Roberts, Ph Ch tch iu hnh, The Langham Hotels & Resorts

Dch v khch hng l mt nghch l: mt doanh nghip cng c nhiu s tng tc vi khch hng, h cng nhn c nhiu phn hi tiu cc, nhng ng thi cng c nhiu c hi to ra nhng iu tch cc. Nhiu yu t trong quyn Mi li phn nn l mt mn qu c Boyd Gamning s dng v t ra hu ch khi chng ti tip tc xy dng kh nng cung cp v gim st dch v khch hng cng nh cc chng trnh phn hi ch ng. Brian Shultz, Ph Ch tch Tip th, Midwest and South Region, Boyd Gaming Corp.

y l mt quyn sch v lnh vc tm l tm l ca nhng khch hng vn cn quan tm phn nn, tm l ca nhng t chc c t tin tip nhn li phn nn v x l chng, v tm l ca nhng ngi trong t chc cng nh mc t tin khc nhau trong vic x l phn nn. Sanjay Tiwari, Gim c, Bn hng v Dch v khch hng, KLM Cargo USA

Nu bn mun bit iu g thc s c hiu qu trong vic qun l li phn nn, hy nghin cu quyn sch ny. N bao gm nhng v d thc tin v nhng t duy mi nht v ch ny. Tht him khi c th tm thy mt quyn sch nh vy dnh cho nhng ngi lin quan n hot ng x l nhng khch hng phn nn v rt ta tt nhng nghin cu hc thut c gi tr. Jochen Wirtz, Gio s, i hc quc gia Singapore, v ng tc gi quyn Tip th Dch v: Con ngi, Cng ngh, Chin lc

Phng php tip cn mi m ny i vi s khi phc dch v v lng trung thnh ca khch hng tr thnh mt phn trong nhng t ng thng dng trong vn phng Butterfield Bank. Janelle v Claus cung cp ngun thc phm cho tng, nhng v d c th ging dy v gii tr, nhng hng dn d s dng nhm a trit l ca h vo thc t. Lori Baker-Lloyd Ph Ch tch ph trch Pht trin T chc v Ngun Nhn lc, Ngn hng N. T. Butterfield & Son, Bermuda

Xin dnh tng quyn sch ny cho Khng T, ngi thng thi ch ra rng: Ngi phm li m khng bit sa li th phm li thm mt ln na. Khng T khng bit v li phn nn ca nhng khch hng hm nay, nhng ng l gii mt cch tht d hiu rng ti sao nhng khch hng phn nn li l ngi tng qu cho ta.

LI NG
Ta quyn sch ny thot tin c th gy hiu nhm bi v b ngoi y ch l mt quyn sch v ch cch thc x l li phn nn. V mc d mi trang sch u cp n nhng li phn nn nhng quyn sch ny thc s ni n mt ch rng hn v quan trng hn nhiu: lm th no cung cp dch v mt cch tuyt ho. Ai cng bit rng cung cp dch v tuyt ho l vn c ngha sng cn, nhng ch mt s t cc cng ty lm tt iu ny. Ti sao nh vy? Khi nim dch v tuyt ho tuy v cng n gin, nhng p dng trong thc t th rt kh khn. Quyn sch ny c th c s dng nh mt cm nang hng dn tin bc u tin trong qu trnh xy dng mt t chc hng n mc tiu cung cp cho khch hng nhng dch v tuyt ho. Hy ngh n ln cui cng bn phn nn v mt cng ty no v mt tri nghim khng hay. By gi, bn hy ngh n nh hng ca lng trung thnh ca mnh dnh cho cng ty sau cch thc m h x l (hoc khng x l) li phn nn ca bn. Hng ngy, c hng triu li phn nn c chuyn n cc cng ty

trn ton th gii; trong khi hu ht cc cng ty u c gng trnh n nhng li phn nn, quyn sch ny s cho bn thy mi li phn nn thc s l mt c hi ln gia tng gi tr ca cng ty bn. Zappos.com, mc tiu ca chng ti l cung cp cc dch v khch hng tuyt ho. Chng ti tin rng cch thc tt nht t c mc tiu ny l t nn vn ha cng ty ly dch v khch hng lm trng tm thnh u tin s mt trong mi hot ng. Chng ti tin rng khi chng ti xy dng thnh cng nn vn ha th hu ht nhng iu cn thit khc cung cp dch v hon ho s t ng xut hin trong qu trnh ny. Nu cc bn c th bin cng ty ca mnh thnh mt t chc thn thin vi li phn nn bng cch thc hin theo nhng bc c vch ra trong quyn sch ny, th lc bn s tr thnh mt trong nhng cng ty c kh nng cung cp dch v tuyt ho. y khng phi l mt con ng d dng, v cng khng xy ra ch sau mt m m n din ra tng bc mt. Vic c quyn sch ny l mt trong nhng bc i u tin tt nht m bn c th thc hin. TONY HSIEH CEO, zappos.com

Li gii thiu

KHI KHCH HNG LN TING

hn 10 nm k t khi n bn u tin ca quyn Ngh thut Chinh Phc Khch hng c xut bn. Chng ti cm thy bi ri khi phi tha nhn rng chng ti ngy th tin rng nhng li phn nn c x l km ci tr thnh chuyn ca qu kh, nh s lu hnh rng ri ca n bn th nht. Chng ti nghe c mt s v d ng ngc nhin, nh mt cng ty cung cp cc sn phm y khoa Kiev, Ukraine ti t chc hon ton phng php tip cn vic x l s phn nn ch da vo ni dung ca phin bn ting Nga ca quyn sch ny. Vi nhng v d tng t t khp ni trn th gii, chng ti ngh rng chng ti s sm chm dt ni v s phn nn, d y l mt ch rt vui thuyt trnh. Thc vy, nhng cu chuyn v nhng li phn nn c x l km ci thu ht c rt nhiu s ch , s kinh ngc v nhng by t v cng th v t khn thnh gi ca chng ti. Chng ti ngh rng mi ngi u hiu rng mi li phn nn chnh l mt mn qu. Nhng iu khng xy ra. Nm 2006, trong mt kho st 3.200 ngi tiu dng chu u v M, 86% tr li rng nim tin ca h dnh cho cc cng ty st gim trong 5 nm va qua. Nm 2007, Cng ty Cng ngh RightNow Technologies bo co rng sau khi tri qua mt dch v km th: 80% ngi ln M quyt nh khng bao gi quay li cng ty mua hng. 74% a ra li phn nn v k cho ngi khc nghe. 47% khch hng la ht hoc chi th. 29% ni rng h b nhc u, cm thy tht ngc, hoc khc. 13% tm cch chng cng ty khi ng nhng li bnh lun hoc nhn xt tiu cc trn cc trang web/ trang blog.

Cui cng, mt cuc thm d kin ca Vin Gallup do y ban Ci tin Hot ng Kinh doanh ch tr c tin hnh t 22/8 n 8/9/2007 cho thy rng khong 18% cng dn M trng thnh ni rng nim tin ca h vo cc doanh nghip st gim trong nm trc . Tuy nhin 93% nhng ngi c kho st ni rng uy tn ca mt cng ty v s trung thc v cng bng ng vai tr v cng quan trng i vi h. Bo co kt lun rng nu mt cng ty no khng thc hin li ha ca mnh (ngun gc ca mi li phn nn), th khch hng s tm n mt ni khc. khng phi l mt bc tranh ti sng. Trong khi nhng tng t quyn sch ny nh hng n rt nhiu ngi, th cc cng ty vn tip tc phm sai lm, v khch hng tip tc phn nn. Cc nh cung cp dch v thng tha cho khch hng v nhng li m h phn nn, hoc yu cu khch hng phi chng minh s vic. Trong nhiu trng hp, h mt rt nhiu thi gian phn hi n ni chnh ngi phn nn cng khng cn nh mnh phn nn iu g vi cng ty. Ri khch hng thng xuyn b buc phi ni chuyn vi nhng h thng m thanh in t. Tuy nhin, nhng cuc trao i nh th ny li tt hn c s tip xc trc tip vi ngi tht trong nhiu trng hp. Chng ti s khng vin n nhng con s thng k v thi gian ch i ca khch hng khi h mun ni my in thoi cho mt b phn no x l phn nn. ri khi h c giao dch trc tip vi mt ngi no th mi bit rng ngi y ang sng mt t nc ngc mi gi v ang tm hiu vn qua nhng li m t. Nhiu khch hng t ra qu tht vng vi cch thc giao tip nh th ny nn n lc h ni chuyn c vi ngi c trch nhim thc s th h thng by t thi gin d v do ngay lp tc h b gn mc l khch hng gy phin toi mc d h ch cn mt cu tr li cho mt cu hi n gin.

Bn c th thc hin mi giao dch hon ho vi khch hng, nhng ch cn mt giao dch no c mt sai st nh l thu ht s ch ca rt nhiu ngi. Thc t ny cho thy chng ta phi tp trung vo nhng iu chng ta c th hc hi t nhng khch hng khng hi lng. Nhiu nh cung cp dch v xem phn nn l iu cn n trnh iu ny th hin ch nhiu cng ty tip tc khen thng cho i ng qun l da vo kh nng lm gim s lng li phn nn. Nhng cuc kho st c tin hnh khp ni trn th gii nhiu ln chng t rng nhng cng ty c dch v c khch hng nh gi cao nht trong ngnh l nhng cng ty c li nhun cao nht. Trn thc t, nhiu cng ty ln xy dng nhng phng php tip cn bng cng ngh mt cch tinh vi p li nhng li phn nn mt cch hiu qu hn. V nhiu cng ty hun luyn nhn vin ca mnh nhng cch tt nht phn hi cho nhng khch hng kh tnh nht. Mi nm, nhiu nh cung cp dch v mi tham gia vo th trng th gii, ng thi cng c nhiu li phn nn mi c ngi tiu dng t ra. Cc nh qun l ho hc ri tht vng khi tip tc t di mnh v ngh rng cch tt nht tr nn hon ho l loi b tt c nhng vn c th to ra li phn nn ca khch hng. Hin ti, sau 12 nm quyn sch Ngh thut Chinh phc Khch hng c xut bn ln u, ngy cng c nhiu li phn nn c th hin cng khai trn mng Internet vi ging iu cay nghit hn, bc xc hn. Khi gp nhng khch hng phn nn kh tnh, khng may l nhiu nhn vin xem nhng hnh vi khng kim ch ca khch hng nh th nhm vo c nhn h - v th l h c nhng nhng phn ng t v c nhn khng thch hp i vi khch hng ca mnh. C ng ngc nhin khng khi hu ht cc trung tm dch v khch hng ang rt kh khn trong vic gi nhn vin, tr phi h a ra nhng mc lng cao nht trong khu vc? S mt ngi thng xuyn v nhanh chng nh vy i hi cng ty phi lin tc tuyn dng nhn vin mi m khng kp o to y cc k nng. Hu qu l nhiu trung tm dch v khch hng khng c i ng nhn vin bit cch x l phn nn hiu qu. Nhng nghin cu mang tnh hc thut v vic x l phn nn cng cha bc l c nhng thng tin gy chn ng k t khi chng ti kho st cc cuc nghin cu cho ra i n bn u tin. Tuy nhin, s tinh chnh ngy cng nhiu t nhng g xy ra trong qu trnh x l phn nn cng xut hin u n trong 10 nm qua. V d, c nhiu nghin cu c tin hnh v nhng khc bit trong cc kiu cch phn nn gia nhng nhm quc gia khc nhau. Kin thc su hn v hnh vi ca ngi tiu dng m ra nhng lnh vc b sung cn c nghin cu. y l kt lun ca chng ti sau khi c hng trm bo co nghin cu: Cng nm r hot ng khi phc dch v, s hiu bit ca chng ta cng tr nn su sc hn. Cng hiu bit nhiu, chng ta cng cn phi bit cch t c kt qu mong mun bng s khi phc dch v ni khch hng. Cng hiu bit nhiu, chng ta cng phi thc hnh thng xuyn hn bit c nhng g c hiu qu trong nhng tnh hung c th.

Tuy d kin c th c th thay i, nhng kt qu ca nhng nghin cu c tin hnh t nhng nm 1960 n 1990 vn tip tc ng trong nhng nm 2000. Thc ra, tht ng s khi ngh rng mt s hiu bit hon ton mi v li phn nn va bt ng xut hin, vic ny ko theo s cn thit phi c mt phng php tip cn hon ton mi i vi vic x l li phn nn. Ni tm li, khi nim Mi li phn nn l mt mn qu vn ng trong thi i ngy nay cng nh trong 10 nm qua. Phn nn s khng bao gi bin mt, cc t chc v nhn vin ca mnh cn phi p dng mt chin lc mi cho php h khi phc li lng tin v s trung thnh ca khch hng sau khi xy ra s c.

NHN THC THAY I iu thay i l ngy cng c nhiu t chc i theo hng ny v t c tm hiu bit su sc hn v tm quan trng ca vic x l phn nn hiu qu. Cc t chc ny hiu rt r ci gi phi tr khi mt c khch hng ln nhn vin khi s khng hi lng v nhng cn gin d ca h khng c x l kho lo. Nhiu t chc tha nhn rng s khi phc dch v hiu qu l mt phn rt quan trng trong vic to ra nhng thng hiu mnh. Nm 2004, quyn Dch v Khch hng Cao cp (Branded Customer Service) ca cc tc gi Janelle Barlow v Paul Stewart xem xt tm quan trng ca cc thng hiu x l phn nn hiu qu v kt lun l: khch hng sn sng tha th cho nhng thng hiu lc u khng thc hin c li ha ca mnh, min l nhng ngi i din thng hiu phn hi cho khch hng mt cch hiu qu, thc hin li li ha ban u v cho thy vn ang c ci thin. Mt s khch hng s chp nhn nhng sai st ln nu ngi cung cp dch v thnh thc, n cn v sn sng gip h. Nu nhn vin ca bn duy tr c thi xem rng s phn hi l mt trong nhng cch giao tip tt nht m h c th dnh cho khch hng, th h bt u mt cch ng n trong vic xy dng gi tr cm xc vi khch hng. Vn ny c trnh ny chi tit hn trong quyn Gi tr Cm Xc (Emotional Value) m Janelle l ng tc gi. Ni li cm n khi nhn mt phn hi tiu cc c tc dng mnh m i khi ngoi sc tng tng ca bn. Quan trng hn, chin lc i lin sau li cm n cng c ngha to ln hn. Thi ca chng ta khi nhn v x l phn nn ca khch hng, nht l khi chng ta xem mi li phn nn l mn qu, l mt v kh rt mnh m khi phc dch v v ly li lng tin ca khch hng. Trc khi chng ti trnh by cho cc bn thy cch t chc n bn mi ny, chng ta hy bt u cu chuyn vi mt v d tht ngc nhin trong vic x l phn nn Family Fare, mt chui ca hng tin ch theo kiu kinh doanh nhng quyn North Carolina. Family Fare xc nh mc tiu ca mnh l tr thnh nh cung cp dch v khch hng tt nht trong cc ca hng tin ch M. H u t mt khon tin kh ln o to cc ch ca hng v qun l ca hng v thng hiu dch v m h mun cung cp v cch x l phn nn. Cng ty ch c mt li ha n gin nh th v lun tp trung tt c cc ngun lc thc hin li ha mt cch hon ho. Family Fare bit rng h khng th cnh tranh vi cc i siu th M chuyn phc v nhu cu mua sm cui tun ca khch hng, nhng h cng khng phi l mt ni cung cp nhng hng ha thit yu v chn p khch hng vi mc gi cao. Tuy nhin, cc ca hng Family Fare lun sch s, sng sa, v gi thng c nim yt ging cc siu th. Hu ht khch hng ca Family Fare u quen bit vi nhng ngi qun l ca hng (l nhng ngi d thng v chn thc nht m bn c th gp) v a thch h. H thc s l mt cng ng gn b. Tng Gim c Lee Barnes sng v th cng dch v khch hng. Nhng li phn nn gi n Family Fare s n thng vi ng v ch thn ng tr li cho khch hng. Nhng li phn nn nhn c, theo ng, l nhng li cnh tnh t tri tim. Mt ln n, khi ang ngi trong xe, Barnes nhn c mt li phn nn qua bng in thoi di ng t mt khch hng ni rng c b t chi tham gia bc thm trng my chi game Xbox bi v a ch nh c khng gn ca hng Family Fare. C vit rng mnh c nh cho thu nh gn mt trong s cc ca hng v ngi chng lm vic trong qun i ca c mua gas . C rt gin d v th l s khng bao gi mua sm Family Fare na, v nhiu gia nh m c quen bit cng s lm theo c. Tht ng tic khi cc ng b qua nhng khch hng lm vic gn a im ca mnh ngay c khi h khng sinh sng gn . n gin l c qu nhiu ni khc chng ti mua gas v soda. Tm bit. Ln sau, c th cc ng nn tuyn mt ngi no c kinh nghim khuyn mi iu hnh nhng chin dch trong tng lai. i, li l ca c tht l chm chch lm sao!

Barnes lp tc gi mt li phn hi t my BlackBerry ca mnh, cm n c lin h vi ng v m bo rng ng s xem xt c tham gia chng trnh bc thm trng thng. Ha ra l cc lnh phn cui trn trang web t ng loi b nhng ngi trong tnh hung ca c ra khi cuc thi. C khng phi l ngi duy nht gp s c ny, nhng l ngi duy nht ln ting phn nn. Sau khi tr v vn phng, Barnes gi cho khch hng mt thng ip di hn, cm n c gip ng bit n tnh trng , v rng ch thn ng ng k cho c tham gia cuc thi. Phn hi ca c y vi l th th hai c ging iu nh nhng hn rt nhiu. Trong ln trao i th ba, v khch hng phn nn ny vit v cuc sng v nhng a con ca mnh. Vng, v ng rt t t vi ti nn ti khng ty chay ca hng ca ng na. Trong mt bc email di hai trang, ngi ph n y bc bch rng ch huy ca chng c b git vo bui sng m c gi li phn nn u tin. C c mt a con nui v gn y nhn thm hai a na nui dng mt a c sinh ra t mt ngi m b nghin. Ngy sinh nht ca a con ln sp n v n mun c mt chic Xbox, nhng h khng tin mua v sng nh ng lng qun i. C ni rng: V th, khi thy cuc thi ca cc ng, ti ngh rng mnh c th may mn trng mt chic Xbox cho Jess, nhng Cha i, ti li khng c tham gia. n lc ny, Barnes v v khch ca mnh xng h vi nhau thn mt bng tn ring. ng cm ng v quyt nh tng cho Jessie mt chic Xbox, d m chu c thng hay khng. Ngi thit k web cho cng ty cng tng cho cu b mt a tr chi i cng chic Xbox v s sut ca mnh. L th tip theo ca v khch hng gii thch k lng rng c y khng i hi s thng cm hay t thin. Thc ra, c cm thy bi ri v nhng g mnh vit ban u. C ni: Ti khng mong cc ng gi cho chng ti mt h thng chi game. Ti ch cm thy thoi mi khi cng ty thc s quan tm, lng nghe v hi p cho li phn nn ca mt khch hng. Barnes p li rng ng khng nghe thy mt li yu cu thng cm no v ng ni rng l mt mn qu dnh cho Jessie v em trai by t lng bit n v c y dnh thi gian gii thch vn lin quan n trang web h c th sa cha. Hai tun sau, Jessie nhn c chic Xbox. Nhng l th cm n t ngi m v nhng a con tht cm ng v kh lng cm c nc mt. Hu ht nhng li phn nn khng to ra nhng c hi nh vy bn th hin mnh gii n mc no. Tuy nhin, khi chng din ra nh trng hp ny, bn hy tip nhn v x l chng mt cch trn trng nht v tt c mi ngi lin quan u c li. Bn cng ng s rng mi ngi s thi nhau vit nhng l th phn nn tht thng thit mong nhn mt chic Xbox min ph v chc chn bn s nhn ra u l s tht.

PHP N D - LI PHN NN L MN QU Khng c khch hng, cng ty khng tn ti. Ngy nay, nhng cm t nh dch v khch hng ton din, khch hng l trung tm, th trng nh hng khch hng, ch s v s tha mn ca khch hng, vn ha hng vo khch hng, bn hng ch trng n khch hng, chm sc khch hng, dch v khch hng ht nhn v ngoi vi, s nhy cm ca khch hng, khch hng ni b v khch hng bn ngoi, trng tm khch hng, v cc quan h khch hng cng hoc mm thng xuyn xut hin trong li ni ca cc nh kinh doanh c bit l nhng nh t vn. Cc kha hc v khi phc dch v (v cch bin khch hng khng hi lng thnh khch hng trung thnh) thng l nhng hi tho ph bin nht trn th gii trong thi gian qua. Trong n bn u tin, chng ti tin hnh tm kim trn my tnh Dialog nhng bi bo vit t nm 1981 c nu ra nhng li phn nn ca khch hng trong nhng tp ch hc thut v khm ph ra mt s gia tng khng khip s lng ca nhng bi bo nh vy. K t , mi quan tm ca gii hc thut n ch phn nn v khi phc dch v gia tng u n, nh biu miu t di y. V tn dng u th ca mng Internet, chng ti quyt nh xem xt c bao nhiu mc v s phn nn ca khch hng c Google lit k hng nm trong cng khong thi gian. Kt qu ca c trnh by sau y: Hnh 1: Thng k cc bi bo ni v li phn nn trong ngnh truyn thng, dch v v qun tr.

Hnh 2: S lng trang web c cha dng ch customer complaints (phn nn ca khch hng) trn cng c tm kim Google. Nhiu ngi cn nh sau s kin 11/9/2001, vic phn nn dng nh b xem l thiu lch s. Nhng t nm 2007, s lng li phn nn li c s gia tng mnh m, c l mt phn do s bng n ca blog. Khi nim khch hng c m rng trong 25 nm qua. Khch hng khng ch c ngha l nhng ngi thanh ton tin, m l bt c ai nhn c li ch t sn phm v dch v, bao gm c bnh nhn trong bnh vin, hc sinh trng, v nhng ngi s dng phng tin vn chuyn cng cng N cng mang ngha khch hng ni b ca t chc, nh ng nghip v cp trn. Mc d mt s ngi khng thch gi bn b v nhng thnh vin trong gia nh l khch hng, nhng nhiu tng khch hng cng p dng tng t cho cc mi quan h c nhn. Chng ta s tho lun mt s tng ny trong nhng chng tip theo. Peter Drucker tng ni rng khch hng chnh l l do chng ta duy tr hot ng kinh doanh. Nhng chng ta thng qun i iu ny. Nhiu cng ty c cch truyn t thng ip chng ta sng v khch hng mt cch ngh thut, nhng li tin rng tt c nhng g h cn lm ch l pht i nhng mnh lnh v ch ny. Trong vai tr t vn dch v, chng ti tng gp rt nhiu nh qun l khng hiu rng vic yu cu nhn vin hnh x theo mt cch no vn cha . M nm 1920, lnh vc dch v chim 53% s lng cng nhn khng lm vic nng tri, n 1960 t l ny nhy vt ln 62%; nm 2000, con s ny tng ln 81%. M hnh ny th hin mt cch nht qun tt c cc nn kinh t pht trin trn th gii. Thc ra, hu ht cc doanh nghip xem phn nn l bng chng ca s tht bi thuc v trch nhim ca h m h khng mun tha nhn, hoc l s cng c nghi ng ca h rng khch hng ang mu cu mt iu g m khng phi mt g. Tuy nhin, trong khi mt s cng ty c xu hng t chi chp nhn li phn nn ca khch hng th nhiu cng ty khc li mong mun loi b chng. Nhng li phn nn l mt trong nhng cch trc tip v hiu qu nht khch hng ni vi doanh nghip rng h lun c th ci thin dch v ca mnh. V nu s ci thin ny khng din ra th khch hng s giao dch vi mt cng ty khc v thi khng hi lng ca khch hng s to ra thit hi ln cho cng ty v tc ng tiu cc n hnh nh thng hiu. Php n d m chng ti s dng trong quyn sch ny l php n d Li phn nn nh mt mn qu. Nhng li phn nn l c ch phn hi c th gip cc t chc chuyn i sn phm, phong cch dch v hoc tiu im th trng mt cch nhanh chng v t tn km nhm p ng nhu cu ca khch hng nhng ngi cui cng phi thanh ton tin hng ha hoc dch v. n lc tt c cc t chc phi ngh n vic x l li phn nn nh mt cng c chin lc mt c hi hc hi mt iu g v sn phm hoc dch v m c th h khng bit v xem nh mt ti sn tip th hiu qu, thay v l s phin toi, mt khon chi ph, hoc mt ni au kh chu. Nhng li phn nn ca khch hng cung cp mt trong nhng phng cch c bn v trc tip nht giao tip vi khch hng. Xt cho cng, c bao nhiu ngi tiu dng chu kh nhc in thoi ch trao i vi cng ty nu h khng c vn g? Thc t nhiu khi chng ta phi tr thm tin cho khch hng h in thng tin vo nhng phiu kho st ca chng ta! Vy, tt hn ht l chng ta cn chun b lng nghe h. Quyn sch ny rt hu dng vi nhng ngi tip xc vi khch hng hng ngy, nhng ngi mong mun c hng li t phn hi ca khch hng, v nhng ngi c trch nhim gi li nhng khch hng khng hi lng v bin h thnh nhng khch hng trung thnh. lm c iu ny, bn cn phi c s thay i cn bn trong thi i vi vn ny. Nu cng ty ca bn ci thin c hot ng x l li phn nn v bt u xem phn nn l nhng mn qu, th bn m ra nhng knh giao tip r rng hn dnh cho khch hng. Mc tiu ca chng ti l gip bn nhn ra s thay i cch nhn v nhng li phn nn ca khch hng c th tr thnh bc i u tin ci thin v thc s m rng hot ng kinh doanh ca cng ty bn nh th no.

CCH T CHC CA QUYN SCH NY Quyn sch c chia thnh ba phn. Phn u tin, Li phn nn - Dy cu sinh i vi khch hng, xem xt chin lc c th gip chng ta duy tr thi tch cc i vi nhng khch hng hay phn nn. Phn ny thit lp gi tr ca vic lng nghe khch hng. Vai tr ca vic x l phn nn nh mt cng c chin lc to dng thm ngun kinh doanh s c gii thiu y. Chng ta cng s xem xt ti sao hu ht nhng khch hng khng hi lng him khi phn nn. (Phn ln h khng bao gi lm iu ny, mc d mng Internet c th ang tc ng n iu ny.) Chng ta s xem xt iu m khch hng phn nn ang ngh trong u da trn nhng g h ni, lm v mong mun khi h khng hi lng. Phn th hai, p dng chin lc Li phn nn l qu tng, tp trung vo cch x l li phn nn. Chng ta s xem xt cng thc qu tng gm 8 bc gi cho ngn ng, s tng tc, v hnh ng nht qun vi nim tin rng li phn nn l mt mn qu. Khi quyn sch ny c xut bn ln u tin, trang web l mt din n ch bt u xut hin dnh cho nhng khch hng tht vng. Nn nh rng phi n nm 1995 th phn ln mi ngi mi bt u s dng mng Internet. Trong 10 nm qua, nhng li th thm trc kia gi tr thnh ting vang ln trn ton cu. May mn l chng ta khng phi khng c cch chng nhng li phn nn trn mng. Do , chng ta s xem xt cch thc cc t chc c th s dng trang Web theo cch c li cho mnh. n bn u tin ca quyn sch ny c mt phn vi tiu Lm cch no cho t chc ca bn sn sng n nhn li phn nn. Do quyn sch ny c m rng thm hn 50 trang, chng ti quyt nh a vic tho lun v ch ny ln trang web ca TMI US (www.tmius.com). Ti y, bn s tm thy nhng bi vit c th ti v v a ra nhn xt. Chng ti thng xuyn cp nht (1) cch cn i vic khi phc dch v ph hp vi v th ca thng hiu, (2) cch nh gi chnh sch v h thng ca bn sn sng n nhn li phn nn, v (3) cch pht trin v duy tr mt nn vn ha m vi nhng li phn nn. Trn trang web ca chng ti, bn cng s tm thy qu trnh trin khai nhm bin t chc ca bn hng vo khch hng hn bng cch tp trung vo hot ng x l li phn nn. Do s lng phn hi ng k m chng ti nhn c t c gi ca n bn u tin, chng ti quyt nh tng thm phn b sung: Cho v Nhn - Kha cnh c nhn trong li phn nn. Nhiu ngi ni vi chng ti rng vic p dng cng thc mn qu cho cuc hn nhn ca h thc s cu h. Mt trong nhng cch tt nht khm ph ra iu m khch hng mong mun l lng nghe li phn nn ca h. V mt trong nhng cch tt nht ci thin mt mi quan h c nhn l ch khi no h tht vng v p li theo mt cch c th gii quyt c mu thun. Nhng trao i nhanh, vi nhng knh tip nhn phn hi m t bn b, ng nghip v cc thnh vin trong gia nh hng n vic gii quyt s kh chu ca ngi khc c th gi cho cc mi quan h hi ha v lm cho chng mnh m hn. Hoc c l h s tn cng chng ta trn MySpace. Gordon Bethune, CEO ca Continental Airlines n nm 2004, ni rng: Bn khng th xem bn gi ca mnh nh mn qu t trn tri ri xung, v bn cng khng th lm nh th vi khch hng ca bn. Nu bn lm th, kh nng rt ln l ngi khc s nhn c mn qu t trn tri ri xung ca bn. cui mi chng l mt s cu hi tho lun v nhng li phn nn v nhng iu m t chc ca bn c th lm ci thin dch v ca mnh. Nhng cu hi ny c th c s dng trong cc cuc hp nhn vin kch thch vic tho lun v hiu r v nhng li phn nn ca khch hng, hoc nh mt phn ca nhng n lc o to nhm ci thin hot ng x l phn nn. Nhng trng hp thc t ca cc t chc thnh cng trong vic qun l v x l s phn nn ca khch hng cng s c trnh by trong quyn sch. Chng ti lng nghe c gi ca mnh v m rng nhng v d sang cc lnh vc khc thay v tp trung vo ngnh hng khng, mt ngnh thng b nhiu ngi ta thn nht. Wally Bock, mt blogger ni ting, ni rng: Nhng tng gn nh chc chn c tc dng l nhng thng l tt nht t nhng cng ty khc trong ngnh. Nhng nhng tng t ph thng n t nhng ngnh khc, t mt ngnh c th gii quyt nhng vn bnh thng, nhng mi l i vi bn. Chng ti ng .

Tt c nhng v d ca chng ti u rt tht. Nu chng ti ni sai v mt chi tit no , chng ti thnh tht xin li trc. Trong hu ht cc trng hp, khi tri nghim mang tnh tiu cc, chng ti khng a tn cng ty vo tr phi h khng cn tn ti hoc li phn nn l mt phn thng tin cng b cng khai. y l mt quyt nh cn trng. Mi cng ty u c th phm sai lm vo mt lc no . Chng ti cng khng mun bn ngh rng mt cng ty no l xu ch v mt ai ang phn nn v h. Cui cng, quyn sch ny cha ng rt nhiu d liu nghin cu c tng hp. Bn s nhanh chng nhn thy rng c rt nhiu lch trong cc ti liu v s phn nn, nhng tt c nhng nghin cu u ch n mt hng: nhng khch hng khng hi lng thng khng phn nn, v khi h phn nn th s phn hi i vi h thng c x l km ci v khng c qun l mt cch ph hp. Nu chng ta c th xem nhng li phn nn nh nhng mn qu, chng ta phi tin hnh nhng thay i ln trong c suy ngh v hnh ng. Tin tt l lun c rt nhiu c hi tt c cc t chc thc hin nhng hot ng ci tin ln trong cch thc x l s phn nn ca mnh.

PHN 1

Li Phn nn
Dy cu sinh i vi Khch hng
Khi khch hng khng hi lng v mt sn phm hay dch v no , h thng th hin bng hai cch: hoc by t kin ca mnh, hoc lng lng b i. Nu h b i, iu c ngha l h khng cho chng ta mt c hi no gii thch hay khc phc s c lm h khng hi lng. Khi khch hng phn nn l h vn cn mun ni chuyn vi chng ta v to c hi cho chng ta gi chn h. Trong mt th gii hu nh mi th u c ni mng Internet nh ngy nay, nhng li r tai truyn ming khng cn quanh qun ti mt bn n ti n thun m chng tr thnh ti bn tn si ni trong nhng bui tic c n hng ngn thc khch. Cho nn, d chng ta khng thch nhn nhng phn hi tiu cc, nhng chnh cc khch hng trc tip phn nn vi chng ta mi l nhng ngi ang mang n cho chng ta mt mn qu. Tht vy, nu chng ta nhn thc rng mi li than phin l mt mn qu, chng ta s hc c nhiu iu t nhng tnh hung kh khn. Khi , vi chng ta, li phn nn ca khch hng lun l mt trong nhng ngun thng tin v th trng v ngi tiu dng sn c nht nhng li cha c s dng ng mc; khi , chng s l mt trong nhng c s chng ta tin hnh cc chng trnh ci thin cht lng sn phm v dch v ca mnh. Qu tht, l nhng mn qu khng h nh! hiu r hn v nhng v khch hng phn nn, Phn I ca cun sch ny s i su vo phn tch tm l ca h. Khi hiu c h, chng ta mi d dng chp nhn h. Chng ta cn tch cc n nhn nhng li than phin v c nhng khch hng phi ni i khi rt kh tnh; chng ta phi to iu kin cho h phn hi thng thn v trc tip thay v ni xu sau lng chng ta.

~1~ Chin lc xem mi li Phn nn l mt Mn qu

Tht khng d dng g khi phi nghe khch hng phn nn sut c ngy. Li tm s y tm trng trn Internet ca mt nhn vin dch v khch hng di y khng khc g lm so vi nhiu ni nim m chng ti tng c nghe trc tip:
Khch hng lin tc phn nn. H phn nn phi n 90% thi gian ca chng ti ch bi v h c mt ngy ti t v ang cn trt ht mi th ln mt ai . Ti lm vic cho mt cng ty mng in thoi di ng v ti nhn c qu nhiu li phn nn n mc ti mun pht m... Cng vic ca ti l gip khch hng khi h cn nhng mi s chu ng u c gii hn. Ti chn ngy nhng li phn nn. Bt lun l chng ti c gng

ht mc c th, h vn khng cm thy hi lng... Mt khi khch hng c thi kh chu ngay t pht u tin th bn rt kh gi c bnh tnh khi h c mng xi x vo mt bn v buc ti bn c x th l vi h. - Mt nhn vin dch v khch hng giu tn

Bn c mun xem mt kch bn khc hn mt cht? Hy tng tng mt ngi bn trong tay cm mt mn qu xinh xn n d sinh nht ca bn. Li u tin bn ni sau khi cho hi ngi y c l l t lng bit n: Cm n. Cm n v n v cm n v mn qu tht d thng. C ngn ng v c ch ca bn u th hin s vui mng khi gp li ngi bn c v c nhn qu. Ri chuyn g s xy ra nu bn m qu v thy mt chic CD c mua ring tng cho bn? Bn s ni g? i, tht l thch. T mun c chic CD ny lu ri. Cu tht l chu o. Sao cu bit t thch ca s ny? Mi ln nghe CD ny, t s nh n cu. Vng, c th nh th l hi nhiu li, nhng i khi ngi ta thng biu l cm xc nh th. No, gi hy tng tng mt khch hng gi n bn phn nn. "Ti tn l Chris Cooper. Mng in thoi di ng ca anh chng bao gi cung cp dch v cho ra hn c. Ti c b rt sng lin tc, trong khi cc qung co ca anh th c ra r bo rng d bt c ni u trn t nc ny, chng ti vn c th nghe r. Cha ht, giy bo cc thng u tin tnh tin nhng cuc gi m ti khng bao gi gi! Nhng ti khng ngc nhin lm, bi v sng ca cng ty anh t nh vy th ng nhin l cc anh cng khng th tnh cc chnh xc c! Trong tnh hung , t ngi c th ni: Xin cm n v ng gi v cho chng ti bit vic ny. ng tht l chu o. Chng ti rt bit n v nhng li gp ca ng. Vy m khi nhn qu sinh nht, chng ta khng h chn ch ni ngay li cm n. V sao? l bi v chng ta c mt ngi bn quan tm, dnh thi gi tm hiu v mang n cho chng ta mt nim vui, mt mn qu c bit. Cn nhng khch hng ang phn nn kia th sao? H c phi l nhng ngi bn, hay h l k th ca bn? H ang c lm iu g v ang trao tng cho chng ta mn qu g th? Khi phn nn l khch hng cho chng ta c hi tm hiu vn ca h l g c th gip h v khuyn khch h tip tc mua sn phm hay s dng dch v ca chng ta. iu cng ging nh h tng cho chng ta mt bi vit trn blog ca h: C hi Tn ti: Hy Lng nghe Ti v Bn s gi c vic Kinh doanh ca bn. Vy th xin bn ng ni rng: Hy bin i cho! T c CD ca ca s ny v t khng mun c thm mt ci na. T ang bn lm! Khi i mt vi nhng ngi nh v khch hng phn nn v nhng cuc gi b rt mng lin tc v nhng li tnh cc lp i lp li, nhiu nhn vin dch v khch hng thng dng ln mt hng ro gm ton nhng cu hi kiu cht vn: Tn ng l g? N c nh vn nh th no? S in thoi ca ng? a ch nh ca ng? ng bt u s dng dch v khi no? S s-ri sn phm trn in thoi ca ng l bao nhiu (Nu ng khng c sn con s trong tay, ng c th tm thy n bn di chic in thoi ca ng. l nhng con s nh li ti m c th ng phi dng knh lp mi c c.) ng c t giy bo cc trc mt ng khng? S th t ca n l bao nhiu? S n t hng trn mng ca ng l bao nhiu? M s mua hng (PO Nr Purchasing Order Number) ca ng l bao nhiu? ng thanh ton ln cui l khi no? C th h s li cho h thng tnh cc bng mt ci th di v ni: Chng ti nhn c rt nhiu li phn nn v vic tnh cc sai. H cn c th cng kch cng ty ca chnh h khi ni: Nhng cuc gi b rt mng nh vy xy ra rt nhiu ch chng ti. K cng l khi cc qung co khng nh rng cht lng dch v ca cng ty chng ti l tt nht. Nu l s tht, chc chn ng cng s nghi ng tt c cng ty cung cp mng in thoi di ng khc. Nu may mn, nhng khch hng ny s nhn c mt li xin li t nhng nhn vin c kinh nghim hn. Nhng c rt t nhn vin dch v khch hng ni li cm n ngay lp tc. C th h s cm n vo cui bui ni chuyn, lc m rt c th bn qu phn n v cu cm n tr nn v ngha. Chuyn g s xy ra nu c ai tng mt CD mng sinh nht bn v bn p li bng mt lot cu hi: "Cu mua n u th? Cu tr bng tin mt hay bng th tn dng? Cu tr ng gi gc hay mua gim gi hay trn eBay? Thi no, hy th tht i. C bao nhiu bi ht trong ? Cu nghe qua v ti n v iPod ca cu ri phi khng? Ti sao cu li tng n cho t trong khi bn thn cu cha tng nghe? Ch da vo m y

danh sch bn chy v vn trn iTunes1 m cu mun t b thi gi ra nghe th v vn ny sao?" Bn s khng bao gi c x khim nh nh th vi mt ngi ang tng qu cho bn, tr phi bn tht s c vn trong giao tip. Chc chn bn s ni "Cm n!" mt cch chn thnh cho d bn c CD ri, hoc hu ht cc bi ht trong CD bn u khng thch. Nhn thc ca nhn vin dch v khch hng c nh hng su sc n nhng g s din ra trong qu trnh tip xc khch hng, c bit khi khch hng a ra nhng li phn nn hoc yu cu gip . Trong mt nghin cu v tc ng ca thc phc v ca nhn vin trong vic gii quyt khiu ni ca khch hng, cc nh nghin cu ca i hc Alabama t cu hi rng bn thn cc nhn vin dch v tc ng nh th no n vic s dng cc Cng ngh T Phc v (Self-Service Technology - SST). Nhng ngi cho rng SST gip h thc hin cng vic ca mnh tt hn lun dnh thi gian hng dn khch hng cch s dng nhng cng c SST. Trong khi , cc nhn vin cho rng SST l mt gnh nng v khng phi l mt tin ch cho bt c ai s khng ngn ngi can thip v t vn hnh cc cng c thay cho khch hng. Kt qu l, khch hng ca h khng c c hi t hc hi v bo m rng khi sau khi ra v, h s li phi i mt vi ng nhng kh khn . R rng nhn thc rt quan trng, cho d nhn vin phc v c th khng thc c tc ng ca thi ln hnh vi ca chnh h. Mt cuc kho st cc ngn hng bn l chu u cho thy c mt mi lin h trc tip gia suy ngh ca cc nh qun l v li phn nn ca khch hng v cch ng x ca khch hng khi h khiu ni. Ni cch khc, khch hng c th cm nhn c vic mt t chc lun xem nhng li phn nn nh mt mn qu, hay ch cho rng l mt iu khng mong mun nhng vn phi n nhn. Mt nghin cu chi tit ca hai ngn hng Thy in cng ng h kin trn. Cc nghin cu ch ra rng ti cc doanh nghip c quy m nh, s d cc nh qun l t c thnh cng l nh h ly vic x l khiu ni lm cng c chnh yu trong vic to ra s hi lng cho cc khch hng trung thnh. Vy, lm th no chng ta c th tip thu t tng rng li phn nn chnh l mt mn qu? Trc ht hy bt u bng vic tm hiu xem li phn nn l g. Li Phn nn l g? Hiu theo ngha n gin nht, phn nn l s by t thi bt mn v cc k vng khng c p ng. Nhng quan trng hn, l c hi mt t chc kt ni li vi khch hng ca mnh bng cch iu chnh li mt dch v hoc x l mt sn phm hng. Nh th, li phn nn chnh l mn qu m khch hng tng cho mt t chc. Mi ngi u c hng li t vic cn thn m nhng mn qu ny v xem c g bn trong. B ngoi, khch hng c th ch phn nn rng chic qun jeans h mi mua b co rt hoc mu b loang trong khi git lm h c mt m qun o trng ca h. Nhng su xa hn, khch hng ang cho ca hiu mt c hi phn hi sau h s tip tc mua qun o ca hiu nhiu hn na. B ngoi, khch hng ch phn nn rng ci my ht bi h va mua khng p ng nhu cu ca h. Nhng su xa hn, h ang th xem nh bn l s nhn li ci my ht bi y nh th no. B ngoi, khch hng ch ni rng h phi ch sut ba ting ri mi c ngi n ci t chic my tnh t tin ca h. Nhng su xa hn, h ang ni n mi lo ngi rng khng bit c phi h a ra mt quyt nh mua sm sai lm chng. Hay, mt mi lo khc s dy ln trong h v vic n vn chy tt trong nhiu nm hay khng. B ngoi, khch hng c th than phin vi ch ca hng thc phm rng con g ty h mua khng c b lng v u, chn, cnh, c, nhng ch n tn ngy L T n h mi pht hin ra iu , v lc tim ng ca ngh l. Su xa hn, khch hng ang t hi khng bit ca hng thc phm ny c tin li h khng v s n b cho s tht vng ny nh th no. B ngoi, khch hng qu quyt vi mt i l bo him rng h gi n cng ty bo him ch hi mt cu n gin, vy m sau my ngy ch i h vn khng nhn c phn hi. Nhng su xa hn, khch hng ang cnh bo rng h s cn nhc mt cng ty i th khi hp ng bo him ca h n hn k li. Theo bn th phn ln cc nhn vin dch v khch hng ch nghe nhng li phn nn n thun hay h thc s hiu c cc thng ip su xa n cha bn trong? Chng ti phi ni rng, tht khng may, c qu nhiu ngi trong s h ch nghe nhng cu t b mt. ("C l qu v s khng tin nhng iu ti nghe c t
1

iTunes: trnh ng dng cho php ti nhc s v cc my nghe nhc iPod do hng Apple sn xut.

mt khch hng u! Con g ty ca h khng c b lng v u, chn, cnh. Ti ni: ' cho ti sng vi ch.' Bao nhiu ngi ang cht i ngoi kia, th m y h li ku ca v con g ty hn 10 k-l ca h khng c mt ming lng no c!) Kt qu l nhng li phn nn y c x l rt km ci, thiu s ng cm, v ng nhin l h mt khch hng. Khi cc doanh nghip chu lng nghe khch hng bng mt thi ci m hn v da trn nhng quan im uyn chuyn hn, h s cm nhn c li phn nn chnh l mn qu. Ri thay, hu ht chng ta u khng thch nghe nhng li than phin v khi nghe khch hng ni, chng ta thng dng ln nhng chng ngi vt tm l rt to tt. Thm ch, nh chng ta s tho lun phn sau, nhiu khch hng khng c nh ban tng cho chng ta li phn nn ca h, m n gin l h chuyn sang mt nh cung cp khc. Ti sao chng ta khng thch nghe li phn nn? Xt b ngoi, dng nh ai cng hiu ti sao li phn nn thng b xa lnh n th. C ai li thch nghe ngi khc ni rng h khng thch iu g ni mnh bao gi? Nhng mt khi c ngi ni ln iu tc l c iu g khng n t pha chng ta. Phn nn gn ging nh li, hay cn c cc nh tm l hc gi l s quy kt tiu cc. Khi mt s vic xy ra theo chiu hng tch cc, ngi ta c khuynh hng quy kt v bn thn h hoc nhn li khen cho hnh vi ca ring h. V d nh khi khch hng mua mt chic o, nu c nhiu ngi khen ngi, c th c y s t ngh rng mnh l tht sng sut khi chn chic o , mc d chnh nhn vin bn hng mi l ngi tm thy chic o v gii thiu n cho c. Tuy nhin, mi chuyn s rt khc nu c chuyn khng hay xy ra. Hu ht chng ta u li cho c nhn khc hay do li h thng khi mi chuyn din ra khng c tt p. Tht vy, theo nghin cu ca i hc Saint Louis, khch hng c khuynh hng li cho nhng doanh nghip c th hay nhng c nhn c th. iu ny c ngha l cc nhn vin, nht l nhng ngi trc tip gp g hay ni chuyn vi khch hng s b li ngay khi c mt sn phm hay mt dch v khng mang li tin ch nh c mong i. V pha nhn vin, h cng x s gn ging nh vy. Khi tip nhn li phn nn, h cng c khuynh hng li cho khch hng. Khi khch hng c thi kh chp nhn v mt x hi (nh la ht hoc mng nhic), h hu nh lun bc l mt thi tiu cc i vi khch hng. Vi cch nhn nhn s vic tiu cc nh th, h khng sn sng i li sn phm cho khch hng, hoc nu c, h cng khng lm cho vic i li sn phm c din ra mt cch thoi mi cho c hai bn. Tuy vy, nhiu nhn vin hiu rng li cho khch hng khng phi l hnh vi tho ng c khch hng nh gi cao hay c thng tin, v th h che giu cm xc ca mnh v c gii thch bng cc l l d chp nhn hn l tm hiu l do ti sao mi th li hng c. Nhng ph bin nht l cc nhn vin thng li cho doanh nghip, cho cc chnh sch hoc do c cu qun l cng ty. Cc nhn vin c th ni vi khch hng rng: "Ti thc s mun gip ng, nhng rt tic ti khng th lm g hn v l chnh sch ca cng ty chng ti... " hoc "Ti xin b tay thi! Ti s b ph bnh nu ti lm iu ny cho ng/b. Ti thnh tht xin li ng/b." Tht khng may, vic li cho cc chnh sch ca cng ty li chng c tc dng g i vi khch hng bi iu khng h gip h gii quyt vn v cng khng ngn chn c vic khch hng tip tc phin h nhn vin. Ngay c khi nhn vin ni r rng bn thn h khng h ng tnh vi cc chnh sch ca cng ty nhng yu t ngn cn h lm va lng khch hng th a s khch hng cng khng th phn bit u l hnh vi ca nhn vin v u l chnh sch cng ty. Fritz Heider, cha ca thuyt quy kt hin i (modern attribution theory), lu rng phn ln chng ta quy li cho cc c nhn hn l hon cnh c lin quan n sn phm hay dch v b li. Chng hn nh, nu mt nh cung cp dch v ni rng: "Ti bit iu ny nghe c v k cc, nhng ti cn..." th khch hng c th ngh "Nu bit l k cc, ti sao anh li i hi thng tin ny?" Hu ht quy trnh cung cp dch v ngy nay u phc tp, v nhiu doanh nghip hay c nhn hn khng th trnh khi sai st. iu ny c ngha l cc nh cung cp dch v cn phi gii thch cn k v nhng iu xy ra ch khng nn ni nh th h ang c tnh li cho mt ai khc. Chng hn nh: "Ti xin chu trch nhim v vic ny, cho d cn mt vi ngi khc na cng c lin quan. Chng ti cn phi tm hiu xem chuyn g xy ra, khi ti mi c th gip ng/b gii quyt vn ny."

Comment [TH1]: 1.Cha ca thuyt quy kt hin i, (p. 25) kt qu search GG: khng tm thy kt qu ca "modeM attribution theory", nhng "modeRN attribution theory" th c kt qu ti http://www.amazon.com/AttributionSocial-Interaction-LegacyEdward/dp/1557984751 Fritz Heider,

Wegmans Food Market, mt chui ca hng ni ting trong vng thng ng bc nc M, hot ng theo cam kt "Mi ngy qu v u nhn c nhng iu tt p nht t chng ti", iu c ngha l "[chng ti] s lng nghe nhng li phn nn ca qu v [chng ti] c th lm cho mi th ngy cng tt hn na." Chui ca hng Wegmans c thnh lp t nm 1916 v nhn hn 30 gii thng ln v s c o, v cht lng dch v khch hng v v "thay i cch chng ta mua sm." H va nhn Gii thng Food Network Award 2007 dnh cho Ca hiu Bch ha Tt Nht." V Wegmans cn c bnh chn l 1 trong 100 ni lm vic tt nht nc M bi tp ch Fortune: nm 2005, nht bng; nm 2006, h gi v tr s hai v nm 2007, v tr s ba. Wegmans tn trng cam kt vi khch hng rng: nu khch hng khng thch mn hng h mua, nu mt hng khng p ng nhu cu, khng t tiu chun, h c ton quyn nu ln vn ca mnh. Wegmans cng khai a nhng li phn nn ca khch hng ln trang Web ca h; cc biu mu ghi kin phn hi rt d s dng, v hin nhin l mi ngi u c th c c. Trang Web nu r rng bt c ngi no ang sng trn tri t ny u c th gi li phn nn n cho h v chc chn s nhn c phn hi trong thi gian ngn. Chng ti th v ng l h thng ny vn hnh nh vy tht. Ph Ch tch ph trch dch v khch hng Mary Ellen Burris kt ni mi thng tin lin quan n nhng than phin ca khch hng vo bng k hoch lm vic ca mnh v thng bo cho khch hng bit cc hot ng ca Wegmans c lin quan n nhng phn hi m h nhn c. V d, trong mt ct c t trn trang Web ca Wegmans, Mary ghi ch rng khch hng phn nn rng h khng th c d dng nhng dng thng tin v kch thc sn phm trn np bnh thuc ty v Wegmans phn hi kin ng gp ny bng vic thay i mu np. Khch hng phn nn thng l khch hng trung thnh c th n nhn v trn trng li phn nn nh mt mn qu, chng ta cn phi thay i nhn thc v thi ca mnh i vi vai tr ca li phn nn trong cc mi quan h kinh doanh hin i. iu ny i hi chng ta phi tch ngn t ca li phn nn ra khi cm xc b phin trch, nhm thu hiu ng c ca nhng khch hng b tht vng v suy ngh xem li phn nn gip chng ta t c mc tiu kinh doanh ca mnh nh th no. Cc bn hy xem nhng v d sau y trong lnh vc xy dng nh , v on xem nhng cng ty ny ngh g nu h c yu cu xem li phn nn nh mt mn qu.
Marvin Windows & Doors nhn thy khung ca s v ca ra vo thng b mc v nhng li phn nn ch xut hin sau khi ht mt nm bo hnh. Nguyn nhn ca s c ny tht ra l t cht bo qun g ca cng ty Pittsburgh Paint & Glass (PPG). Nhng PPG thoi thc trch nhim v Marvin Windows & Doors ng ra nhn trch nhim v phn mnh. H chp nhn i cc sn phm b hng, khng hp tc vi nh cung cp PPG na v tm ra nh cung cp cht bo qun tt hn, nh h c th tng thi gian bo hnh sn phm t 1 nm ln 10 nm. Nm 2007, ln th hai lin tip, Marvin Windows & Doors t s im cao nht trong J. D. Powers v Gii thng ca Hip hi Cc Cng ty Xy dng v Sa cha Cng trnh Dn dng. Cng ty Dryvit sn xut tm p cch m v nhit v cc h thng dng cho trang tr ngoi tht cng trnh. Trong nhiu trng hp khiu ni, hi m lm mc lp vn g ngoi tm p, nguyn nhn chnh c iu tra sau l do li ca nh xy dng trong qu trnh lp t. Tuy nhin, Dryvit vn ng ra chu trch nhim v sau gn thm h thng ht m gi cho sn phm lun kh ro. Dryvit cng tng thi gian bo hnh ln 10 nm. Nh s thay i ny, Oak Ridge National Laboratory, c quan kim nh uy tn nht ca Cc Nng lng M, xp sn phm ca Dryvit cao hn sn phm c tnh nng tng t ca nh sn xut ng th hai n 84%. Cui thp nin 1980, Cng ty Vt liu Xy dng Louisiana-Pacific bt u nhn c nhiu li than phin v tnh trng mc nt ca lp vn g ngoi gin khung trong tm InnerSeal, c bit xy ra rt nhiu khu vc c kh hu m t thuc vng Ty Bc - b Thi Bnh Dng. C 800.000 ngi nh s dng sn phm ny, v khch hng lp h s khi kin tp th. Louisiana-Pacific quyt nh nhn trch nhim, mc d s c h hng l do li lp t, ch khng phi do sn phm, v h thay ht cc lp vn b h hng. Cng ty thit k li ton b vn g sn phm c th chu c kh hu m, t tn l SmartSide, v tuyn b bo hnh sn phm trong 50 nm. Su nm sau khi cng b c tnh u vit ny, th phn ca cng ty m rng gp nhiu ln so vi trc , v cng c th trng tha nhn, c minh chng qua rt nhiu gii thng m h nhn c. Dudley Webre mua mt khu cha g Luling, bang Louisiana t khi n cha phi l mt khu vc kinh doanh c trin vng trong vng. Webre trc tip n gp cc nh thu tm hiu xem u l nhng vn lm h lo lng nht. Ha ra cc khu cha g ch giao hng khi xe ti c cht g trng ti. iu c ngha l cc nh thu phi t bo v

g ca h trnh b trm cp. Th l Webre a ra nhng mc ti trng nh hn va loi tr nn trm cp va gip khch hng tit kim chi ph nh vo vic gim nn trm cp, mc d cui cng h phi chu chi ph cao hn i cht. Kt qu l, t nm 1982 n 1994, Laundry Lumber tng nng lc kinh doanh ca h ln mc 300%.

Mt khi khch hng chu b thi gi ra phn nn tc l h cng cn mt cht lng tin vo cng ty ca bn. Xt cho cng, khi h cn phn nn th h vn cn l khch hng ca chng ta. Cu Tng thng Bill Clinton, qua chin dch vn ng cho v ng trong cuc so k quyt lit gia hai ng vin tng thng ca ng Dn ch vo nm 2008, k mt cu chuyn vi nh nhc nh tt c cc thnh vin trong ban vn ng gi lin lc vi nhng c tri cn do d. ng ni rng khi ng cn l Thng c bang Arkansas, ng khng bao gi t b qua vic tm thm mt l phiu ng h. Khi Clinton ang vn ng ti mt cng ty du kh ni trc nh s can thip ca chnh ph, ba trm nhn vin c gi li khng b mt vic. Clinton gp mt nhn vin r rng l khng thch ng, anh ta ni vi ng: "Ti khng bao gi b phiu cho ng. Cho d ng l ngi cui cng trn tri t ny th ti cng s khng b phiu cho ng!" Clinton p: "Ny, anh bn, chnh ti mang li vic lm cho anh m!" Anh ta tr li: "ng, nhng ng lm th ch ng c thm mt ngi ng thu." Clinton bo: "y, ti xem anh ta l mt c tri do d." Tt c nhng khch hng n vi bn bng li phn nn cng l nhng v khch hng ang do d. H vn ang i thoi vi bn y thi. ng b qua h!

Hy trung thc bi l mt phn quan trng ca chin lc chinh phc khch hng
Hy c li phn nn trong nh mt ca khch hng v bn s cm thy d dng hn khi xem nhng than phin nh mt mn qu. Hy tng tng chnh bn l mt khch hng ang phn nn v mt vn g . Bn s ngh g v cm gic ca bn ra sao? Phn ng ca bn th no? Bn k vng vo iu g? iu g c th lm bn vui ln c? Vi bn, u l phn ng cn thit thot khi s i u ny v thy thoi mi vi li phn nn ca bn cng nh c cm nhn tt hn v cng ty? Mi ng x da trn nn tng s trung thc lun l mt khi u tt p. C khch hng no c tnh ph hng cng vic kinh doanh ca bn khng? Chc chn l c. Nhng bn khng th i x vi tt c khch hng nh th h l nhng k trm cp ch bo v mnh khi mt s t k trm tht s. Guy Kawasaki, tc gi cun sch c xp vo hng bn chy nht Selling the Dream (Bn Gic M), vit trn blog ca ng rng: "Vn l ng bao gi gn ghp tnh hung ti t nht tr thnh tnh hung ph bin nht... Nu chng ta a ra mt chnh sch tp trung gii quyt tnh hung ti t nht, con ngi ti t nht, c gng s phn tc dng v xc phm n s ng khch hng." Ngi ta c lng rng c t 1 - 4% khch hng gi tr bp bm vi cc cng ty mt cch c h thng. Hu ht cc cng ty xem loi hnh vi ny l mt phn ca chi ph kinh doanh, d ai cng thy tt hn l nn ti thiu ho khon thit hi . R rng Internet lm ny sinh nhiu bt lng. Cc hot ng la o di mi hnh thc bng n trn cc trang web. Cha kho l phi lm sao gi cho chic ng-ten pht hin la o ca bn lun trong tnh trng cnh bo m khng xc phm n nhng khch hng trung thc. George Sarris, ch nhn ca nh hng The Fish Market Birmingham, bang Alabama,16 b mt khch hng bc bi i li 6,89 -la, l s tin tr cho ba ti m ng ta bo l dng ti nh hng. Sarris thng tip xc kh gn gi vi khch hng, v vy khi nhn thy mnh khng th nh ra v khch hng c bit ny, ng bt u nghi ng v quyt nh iu tra. ng gi vi cuc in thoi v bit c rng ngi ny n ung khp th trn, ri gi v bc bi v lun i cc nh hng phi tr li ng ta 6,89 -la! Hu ht cc nh hng khc u tr tin cho xong chuyn v s tin ny qu nh so vi danh ting c th b hy hoi ca h. Nu gp trng hp ny, tt nht bn nn vit mt l th tr li mt cch nh nhng, lch s, nh nhn (theo Cch thc Nhn Qu c trnh by trong Chng 6) v ni r rng bn rt vui lng tr li s tin cho khch theo yu cu. Trong mi tnh hung, ng t vn v tnh lim chnh ca v "thng " ny, nhng hy yu cu anh ta cung cp bn sao ho n tnh tin hoc vi thng tin c nhn khc bn lu vo h s. Nu mun, bn hy gi km mt b th ghi sn a ch ca bn v c dn tem h tr li thun tin hn nu vic phn nn l chnh ng.

Hy lun lun cnh gic xem c ai li dng vic kinh doanh ca bn bng cc yu sch qu ng khng... Nhng khch hng khc khi chng kin phn ng ca bn s hiu rng bn lun tn trng khch hng v xem mi phn hi ca khch hnh nh nhng mn qu. Nhng ngi ny s cn nhc k hn khi a ra phn hi ca chnh h. Tom Weir, bin tp vin ca Grocery Headquarters, k li vic anh theo di mt khch hng ang chi ra om sm, ng ng st kh i tr li thng sa m ng ta cho l va mua hi sng sm nhng qu hn s dng v sa b h. Ngi qun l siu th c ngi yn v trong phng nhn ra quy tnh tin v p li tht to rng khch hng phi lun kim tra hn s dng trc khi mua bt c th g. y l mt v d rt r v s li. Xt cho cng, bao nhiu ngi trong chng ta c kim tra hn s dng mi khi mua sm? Khch hng tr thnh ngi chu trch nhim kim k hng ha t khi no th? khng phi l mt cu chuyn hay ho, nhng Weir a ra mt s cu hi l th xem nhng khch hng c dp quan st cnh ny nhn c thng ip g. l, liu chuyn tng t c xy ra vi h nu h phn nn siu th ny? Thng hiu ca siu th ny b nh hng nh th no? Khch hng c cho rng l do chnh sch ca siu th hay khng? Ri Weir cng t ra nhng cu hi lin quan n thng ip m cc nhn vin bn hng s nhn c t cu chuyn trn. H c thy khch hng gin d l v l hay khng? Nu ng nh vy th u l gii hn m mt nhn vin c th kim ch khng cng kch khch hng? R rng l nhng khch hng khc nhn thy v khch hng ny thiu kim ch, nhng nh Weir ch ra, chc h cng thy vic khch hng phn nn l chnh ng v ng y b i x bt lch s. Nhng ngi ny s bn khon khng bit liu cng ty c tht s quan tm n vic chm sc khch hng ca h hay khng. Nu c nhn hoc cng ty c cho rng h thy nhng ngi phn nn c v ng nghi ng v c x khim nh, th ngay lc , khch hng s chuyn sang t th phng th hoc chng tr. T hn na, h s gin d b i v khng ni g vi cc qun l cp cao hn ca cng ty m s k cho ht mi chuyn cho nhng ngi h quen bit. Lc , bn s khng cn c hi bo v danh ting ca cng ty na. Mt vi ngi thiu k nng giao tip nn khi phn nn, h c th c nhng thi hay hnh vi qu mc. H trng c v cc cn, gin d hoc thm ch hi ng ngn. C th h cha bit nh th no l hp tnh hp l. Nh cung cp dch v phi bit cch tp trung vo ni dung ca li phn nn v nhng cm xc c bc l, ch khng xem xt li phn nn c c th hin bng mt cch thc c th chp nhn v mt x hi hay khng. iu ny i hi nhiu n lc t pha cc nh cung cp dch v, nhng mt khi h thc rng li phn nn chnh l nhng mn qu, l lc h bt u t nn tng vng chc nht qun l xut sc mt trong nhng kha cnh kh nht trong quan h khch hng.
CU HI THO LU N Cng ty ca bn nhn thc nh th no v nhng li phn nn ca khch hng? Nhng quan im khc nhau v li phn nn trong cng ty ca bn l g? Bn ni v nhng khch hng phn nn ca bn nh th no? Bn c xem h l ngi ang mang qu n tng bn khng? Cng l nhng li phn nn, nhng nhn vin tip xc trc tip vi khch hng v ngi qun l trong cng ty bn nhn nhn khc nhau nh th no? u l im ni bt ca quan im cho rng li phn nn l c hi lm hi lng nhng khch hng b tht vng? Nhn vin tip xc trc tip vi khch hng trong cng ty bn thng ni g khi h khng th gii quyt vn ca khch hng? H c khuynh hng li cho chnh sch cng ty khng? H thng a ra nhng li xin li nh th no? Nhng li ny gy ra nhng kiu phn ng no ni khch hng? Nhng bi hc c th m bn rt ra c t nhng khch hng phn nn l g? Cng ty ca bn c nhng cch tip cn no thch hp khuyn khch khch hng a ra phn nn rt kinh nghim? Bn c ngh rng cng ty c a bn x l nhng phn nn ca khch hng tt hn so vi cc cng ty khc trong cng lnh v c kinh doanh? Nu c, cng ty ca bn ang xp th my trong nhm nhng cng ty ny?

Bn c t mc tiu gim bt vic pht sinh nhng li phn nn ca khch hng khng? iu nh hng th no n cch tip cn ca bn trong vic x l li phn nn?

~2~ Li Phn nn iu bn khng mun nhng buc phi chp nhn, hay l c hi ca bn?
Nu bn l bc cha m, c l bn tng nghim khc bo con mnh rng: "Ba/m rt tc gin con v con c kh nng lm tt hn th!" Hoc khi sa pht chng, c th bn ni: "Con phi bit rng, hnh pht ny cn lm ba/m au n hn c con na." Tr con thng khng tin iu ny ngay u, nhng khi c con, chng s c cm nhn khc vi cc phn hi tiu cc chng nhn c hi cn nh. i khi, tr con khin cha m pht in ln bi v chng khng thc hin nhng g chng ta k vng ni chng. Tr con ni mt ng, lm mt no. Chng thng qun thc hin nhng g chng ha. Chng ni nng ln xn. Vi cng v l nhng ngi lm cha lm m, bn ng b qua hnh vi ny nu mun con ci mnh sau ny c mt cuc sng tt p v tr thnh nhng con ngi m chng ta c th t ho. iu ny bn nghe c quen khng? Fred Wiersema, nh hoch nh chin lc kinh doanh v l mt tc gi, nu r mt im th v v vic khch hng b i khi ni rng cc cng ty t hn lm nhng iu rt ngu ngc mi c th nh mt h. ng cho rng: "Ti khng ng vi quan im chung hin nay rng lng trung thnh khng cn tn ti na... Phn ln khch hng c mt s gn kt vi bn n mc kh tin... Nu bn mt mt khch hng, iu c ngha l bn tht s i x vi h rt t. C g khng n trong cc tiu ch ng x ca bn khng? C g khng n trong nhng mi tng tc ngy qua ngy gia ngi ca bn v cc khch hng khng? Hay mt iu g khc khng n? Bi v tht ra bn phi c x rt t bc th khch hng mi quay lng vi bn." Nu xt v tn sut nh mt khch hng ca cc doanh nghip, chng ta s nhn thy rng h tht l nhng k xun ngc. Jeffrey Pfeffer, trong cun What Were They Thinking? (H ang Ngh G?) ca mnh, cho rng cc cng ty lm nhng chuyn ngu ngc, chng hn nh xua ui khch hng i ni khc, ch yu l v h khng m xa g n nhng phn hi ca khch hng. H nghim nhin nhn cng vic c giao v c th lm vic m khng g n tc ng ca cc quyt nh ca h. Horizon Group, mt cng ty t vn qun tr ngun nhn lc v sn u ngi, pht hin ra rng cc nh bn l nh mt t 25 n 40% lng khch hng rut mi nm. iu ny c ngha l, gi cho kt qu kinh doanh khng b i xung, hu ht cc nh bn l u phi ra sc tm kim n 40% s lng khch hng mi. C nhiu cch khin khch hng cm thy kh chu hoc thm ch l bin nhanh khi ca hiu ca bn, v mt s cng ty th nghim tt c nhng cch y. Hai trong s nhng cch ph bin nht l pht l cc phn hi tiu cc, hoc x l khiu ni ca khch hng mt cch km ci. Nhiu ngi qun rng nhng li phn nn c x l tt c th to ra nhng mi rng buc khng kht hn na gia khch hng v doanh nghip. i khi, vn bng tr nn n gin khi bn cho khch hng thy rng bn rt qu trng h. Dch v Nurse Next Door, hot ng Vancouver, British Columbia, Canada, s dng phng php "humble pie"2 (tha nhn rng h cn phi hc hi thm) gi khch hng. Mi khi c sai st, h u gi n khch hng mt chic bnh to nng nng hi, km theo dng ch c vit trang trng: "Chng ti c nhm ln v chng ti xin t li vi ng/ b v iu ny". Cho n by gi h vn lm nh vy. Theo c tnh, h gi c 90.000 la doanh thu t cc khch hng ny vi khon chi ph ch 1.300 la dng mua bnh nhn to, tc 1,4%. Thnh cng ca Nurse Next Door cng khng c g l ng ngc nhin. Trc y cc nh nghin cu chng minh c rng vic qun tr tt nhng than phin ca khch hng c th gip h thp chi ph marketing nh gim bt hot ng qung co. Trn thc t, s tin tit kim c t qung co c th b p cho khon chi ph bi thng cho nhng khch hng cha hi lng v sn phm ca cng ty. Theo li khuyn ca cc nh nghin cu ny, bn khng nn ch tnh phn li nhun trn tng khon phi tr khi c tranh ci vi khch hng, m hy c tm nhn ln hn tc tng ngn sch ca bn. Nm 2004, chng ti nhn c mt e-mail y phn khch t mt qu ng tham d mt trong cc bui hi tho A Complaint Is A Gift ca chng ti. Trong th, ng k v mt c in thoi m ng tr li h b phn giao nhn, v c b phn cng nhau ra ngoi n tra.

Humble pie: bnh nhn to

V khch hng rt nng gin v yu cu c phc v ngay tc th. Ri thay, khng c cch no giao hng cho b y vo gi n tra ny v c b phn u i ht. B y ra x rng s khng bao gi mua mt sn phm no ca cng ty my tnh ny na. Ngi i din im tnh lng nghe v theo nh gi ca ng, v khch hng ang ri vo tnh hung "tr hon theo kiu vng gi". Cui cng, khi b y vi bt cn gin, ng ni: ", rt cm n b v gi in v cho chng ti bit chuyn ny. Vic ny gip ch cho chng ti rt nhiu. Ti thnh tht xin li v b gp phi chuyn rc ri nh th ny. R rng l chng ti c th lm tt hn nhiu. Ti s lm tt c nhng g c th thu xp vic ny ngay lp tc cho b". Mt s im lng ko di t u dy bn kia. ng ni rng vo lc b phn giao nhn quay tr li lm vic v gii quyt yu cu ca b y, v khch hng ny ngh rng ng y l ngi tuyt vi nht. ng vit: "Nu ti khng p dng B quyt Qu Tng vo tnh hung ny, khng bit chuyn g xy ra. C l ti s ni linh tinh g lm cho b y cng gin d thm, cn ti chc cng b chong." Trong nhiu trng hp khc, mt tnh th kh khn li to c hi mt cng ty gy n tng mnh m vi khch hng ca mnh. Zappos, mt cng ty bn giy trc tuyn, bit c rng mt khch hng mua by i giy tng m c y, ang m nng v phng cu cha, nhng v m c y b st cn nhiu nn c khng chc c giy c va chn m mnh hay khng. M c gi qua i khng lu sau khi nhng i giy c gi n. Trong hon cnh ny, hin nhin l vic tr li giy cho mt nh bn l trc tuyn ch l cng vic cui cng trong danh sch nhng vic cn lm ngay ca c gi, d Zappos quy nh thi hn tr hng khng mt ph ch mi lm ngy k t ngy nhn hng. Trong khi , v bit rng kch c ca nhng i giy ny ch l phng on, nn mt ngi i din c Zappos tip xc vi khch hng ca mnh v hi xem c y c mun tr li i giy no khng. C gi k cho ngi i din v ci cht ca m c v ni rng s tr li giy ngay khi c th. Khng hn l ngi ph n ang gp chuyn au lng ny c phn nn, nhng hu ht cc khch hng u hy vng rng s c cng ty i x nh nhng ang khi h ang ng u vi nhng hon cnh c nhn khin h kh tun theo qui nh ca cng ty. Zappos quyt nh vo cuc. H sp xp cng ty pht chuyn nhanh UPS n nh ngi ph n v chuyn i giy v cng ty, c gi au bun v s qua i ca m y v th khng cn phi t mnh mang giy n cng ty pht chuyn nhanh UPS. Ngy hm sau, Zappos gi ngay mt lng hoa tht ln n nh c. Ngi ph n vit trn mng: "Ti bt khc trc hnh ng ht sc t t ca h, v nu khng phi l mt trong nhng iu tt p nht tng xy n vi ti, ti cng khng bit trn i cn c iu . V vy... NU BN C NH MUA GIY TRC TUYN, HY MUA GIY CA ZAPPOS. Vi nhng con ngi nhn hu nh vy, bn bit r rng h lun l mt i tc ng tin cy". Mt cu chuyn c tht lm mi ngi phi tht ln mt ting y cm xc sau khi c. Li bnh lun ny c post ln mng vo ngy 7 thng 7 nm 2007. Hn bn thng sau, 181 li hng ng cng c a ln mng. Phn bnh lun trn c ni kt vi hng ngn trang web khc nhau bi nhng ngi nh gi cao c ch cao p ca Zappos. C n hng trm blog vit v cu chuyn ny v ngay lc ny y bn cng ang c n. Li Phn nn thng cha ng mong mun ca khch hng Nhng li phn nn ca khch hng mch bo cho cc doanh nghip bit h phi lm th no ci tin dch v v sn phm v bng cch y s gip h duy tr th phn. Leslie Byrne ni rng khi cn l gim c Vn phng S v Ngi Tiu dng M (Office of Consumer Affairs - OCA), b c th k ra cng ty no ang lm hi lng khch hng v cng ty no khng, ch n gin bng cch lng nghe ni dung ca ng dy h tr khch hng ca OCA, ni nhng li phn nn khng cha mt cng ty no c. B trch dn mt nghin cu in hnh v vic x l phn nn v a ra c kt ca OCA: " khng phi mt ming kh nut nh nhiu nh qun l thng ngh, m l mt ngun thng tin qu bu cho cng tc qun tr." B khuyn rng: Hy mi gim c ca bn trc ng dy nng gii p thc mc ca khch hng ng y bit khch hng ang ngh g v chc chn ng y s nhanh chng pht hin ra nhng vic cn lm ngay trong t chc ca mnh." John David, trc y tng l i din bn hng ca IBM, nhn xt trn phng din cnh tranh: "B quyt bn hng chnh l thit lp mt knh lin lc trc tip t no b ca khch hng thng n tai ngi bn hng. Khi hiu r nhng iu khch hng mun v khng mun, nhng iu lm h hi lng hay than phin, bn mi c th iu chnh tm nhn sao cho ph hp v lun i trc i th mt bc."

Eileen McDargh, tc gi v l mt din gi, mun t mua mt ti nc c th bm phng t trong bn tm v c th cha c nhiu gallon3 nc sch. l mt sn phm rt cn thit cho bt k c dn no sng trong vng thng c bo ca Florida. McDargh, sng California, nhn thy sn phm qung co trn t Fort Lauderdale News v gi t mua ngay mt ti nh th cho m c ang sng Florida. S in thoi trong mu qung co khng ng, nhng McDargh ngh sn phm ny rt hu dng, nn c kin tr ln mng v th t hng . Khng may l, c khng th t hng trc tuyn v sn phm c gi n mt a ch khc vi a ch chp nhn thanh ton qua th tn dng ca c. C tm s in thoi cng ty v gi trc tip n . Nhn vin tng i nhc li vi c rng h khng chp nhn n t hng nu sn phm c gi n mt a ch khc vi a ch thanh ton trn th tn dng! Cng ty ny b qua nhng thng tin rt gi tr khi McDargh gc my in thoi trong ni tht vng. Trc ht, s in thoi min ph b vit sai trong mu qung co ( c tr tin) ca h khng mang li cho h thm mt khch hng no. Th hai, nh McDargh ni, c rt nhiu ngi dn Florida sng cc thnh ph khc. Rt c th khi xem qung co th h khng Florida nhng h li mun mua mt sn phm nh vy cho nhng ngi thn ang sng Florida. McDargh ni rng: "Vi cht lng dch v kiu ny, th hi lm sao mi ngi c th tin tng vo sn phm ca h c?" Fred Wiersema ni rng nhng khch hng tng ri vo tnh hung ging nh McDargh c th lm bn in ln, nhng chung quy li, h ang dn bn n tng lai ca chnh bn. ng gii thch rng nhng khch hng "dn dt" ny nu bn chu lng nghe h s a bn n mt ni m trong tng lai chc chn bn cng s phi n . Nu cc doanh nghip c th nhn ra v p ng cc nhu cu v mong mun ca khch hng, chc chn h sn sng tr thm tin cho cc sn phm , d h khng ngng ni rng h mua sm da trn s cn nhc v gi c ca sn phm. Khi , cc cng ty s c thm tin dng vo vic nghin cu v pht trin nhng sn phm m h bit l s p ng c mong mun ca khch hng. Chu trnh ny nu c lp i lp li t c hai pha ngi mua ln ngi bn s lm gim gi thnh sn phm. Nhng li phn nn ca khch hng cng a n c hi hnh thnh nhng mi quan h khng kht n mc kh tin vi khch hng. Khng c nhng mi quan h thuc dng ny s khin cho cng ty d b mt khch hng. Mt khch hng gi mt bi vit trn blog ca Matt Woodward v mt tht hin nhin: "Bn khng yu mn nhng cng ty tht s hiu bn sao? Nhng cng ty lun n lc sn sng phc v v c trch nhim i vi tt c khch hng s to ra mt ngha tht s v s tin cy v lng trung thnh. Jim Norton, khi vit v cc doanh nghip nh va mc ln nh nm sau ma, t ra tic nui v ci gi phi tr cho vic h b qua li phn nn ca khch hng. ng m t mt tnh hung kinh doanh gia hai cng ty vi nhau m sau nhiu nm vn cn khin ng phi bc bi. Cng ty trc y m ng tng lm vic phm mt li nghim trng lm cho cng ty khch hng ca h xem ra rt bc bi, nhng h khng h phn nn mt li no m m thm quyt nh ngng hp tc vi cng ty ca Jim khi hp ng ht hn. Thng tin ny c pha bn kia gi b mt. Mt nm sau, cng ty ca Norton nhn c mt l th t lut s ca khch hng cho bit hp ng s khng c ti k. Norton buc phi tin rng "Nhng khch hng ni ra suy ngh ca h v nhng khim khuyt trong sn phm hay dch v ca bn l v h mun bn tr nn tt hn. Cn nhng ngi khng lm nh th l h mun bn tht bi". ng ni rng l mt khch hng trong m m ai cng mun giao dch, nhng hu qu l ng khng th gi c khch hng . ng khng h c tn hiu hay manh mi no cho thy cng ty n sp t b cng ty ca ng. Mt nhm nghin cu thm d 1.179 ngi mua sm ti cc siu th v pht hin ra rng nhng khch hng hi lng l nhng ngi hay phn nn hn nhng ngi khc. Ri sau nhiu nghin cu m rng khc, h khm ph ra rng sau khi phn nn, nhng khch hng ny tr nn trung thnh hn. Nhm nghin cu cn so snh nhng khch hng hay phn nn vi cc khch hng c gi l khch hng trung thnh - l nhng ngi rt hi lng vi kinh nghim mua sm ca bn thn. H pht hin rng c hai nhm u tng ng v mt tui tc v tn sut mua sm: 45 tui v i mua sm t nht mt ln trong thng. Ni cch khc, nhng khch hng trung thnh v nhng khch hng phn nn khng khc nhau nhiu. Nu ng nh vy, th khi ni chuyn vi mt khch hng ang phn nn, bn hy ngh rng y l mt trong nhng khch hng trung thnh ca mnh. Tm l ny s gip bn tm ra cch ng x thch hp vi khch hng trong nhng tnh hung nan gii.

1 gallon = 3,78 lt (M), hay 4,54 lt (Anh)

Mi khi lng nghe kin khch hng, cc cng ty s c thm nhiu tng mi lm cho sn phm v dch v ca mnh ph hp hn vi yu cu ca h, iu chnh kp thi cc quy trnh ni b nhm t tc cao hn v chnh xc hn, hay nng cao cht lng b phn dch v khch hng phc v tt hn. Bn th on xem hng Fort Lauderdale c th bn thm c bao nhiu ti nc c th bm phng (c l h cn t mt ci tn d gi hn cho sn phm ny!) nu h to iu kin cho khch hng c th t hng mt ni v nhn hng bt k ni no khc trn nc M. Vic ny Amazon.com lm rt tt mi ngy. S thay i tuy rt n gin ny li cho thy s khc bit ln gia s sng v ci cht ca mt cng ty. Trong nhiu trng hp, thng tin t nhng li phn nn ca khch hng khng c chuyn ln cp qun l cao hn trong t chc. Thm ch nu li than phin b ngn cch vi cp qun l c thm quyn bi qu nhiu tng nc (nh trong trng hp ti nc c th bm phng, khch hng phn nn trc tip vi nhn vin trc tng i), th cng ty nn thit lp cc knh thng tin nhn ra nhng l hng trong khu dch v khch hng v nhng khim khuyt ca sn phm. Cch qun l ny cng to iu kin cho nh cung cp dch v c th t tin ni vi khch hng ca mnh rng: "Qu l mt tng hay. Nht nh ti s chuyn tng ny ln ban gim c ca chng ti". l mt trong nhng cch d dng nht chng t cho khch hng ca bn thy rng h ang ng gp cho cng ty bn. Hy nh rng cng ty ca bn ang ng trc c hi thc hin cam kt ca mnh vi khch hng thng qua vic quan tm n nhng bn khon ca h, d l nhng li phn nn nh nht. Nu chin lc ca bn l xy dng quan h khch hng bn vng th cng ty nn c mt ngi no chu trch nhim gi lin lc v thng bo cho khch hng bit rng tng ca h c thc hin. Li phn nn: Mt trong nhng Cng c Marketing t Tn Km Nht Nhng li phn nn c phn hi trc tip chnh l con ng hiu qu nht v t tn km nht ly thng tin v thu hiu nhng k vng ca khch hng i vi sn phm v dch v ca bn. Cc phng php khc, tn km hn v t trc tip hn, bao gm vic xem xt k vng ca khch hng trong cc ngnh kinh doanh tng t; tin hnh nghin cu da trn cc giao dch nh s dng nhn vin mua sm b mt hoc nhng kim ton vin bn ngoi; v nhng nghin cu lin quan n kh nng thu hiu k vng ca khch hng, nh thit lp cc nhm khch hng trng tm. Trong giai on nghin cu, nhng phng php ny khng gip bn to thm mi quan h vi khch hng. Thm na, trong khi cc cng ty ln c kh nng chi tr cho vic thc hin nhng nghin cu trn, th cc cng ty va v nh nn da vo khch hng nm bt suy ngh ca h v sn phm v dch v ca cng ty. Trong hu ht cc trng hp, khch hng s khng ch ng a ra nhng tng mang tnh t ph cho bn. H s khng gi ln hnh nh ca chic Toyota Prius hybrid, h khng ngh ra chic iPhone hoc iPod, cp tai nghe chng n Bose hay Segway. Sng to l cng vic ca b phn nghin cu v pht trin (R&D Research & Development). Nhng phn hi ca khch hng c th gip tinh chnh cc quan nim v sn phm dnh cho mt phn khc khch hng nht nh. (Mt v d rt hay: ti nc c th bm phng c th t tn li d nhn din tnh nng hn l ti cu h bo.) Richard Branson, lm vic ti hng hng khng Virgin Atlantic, ni rng ng nhn c nhiu tng rt kh thi nh lng nghe cc hnh khch i my bay ca hng. V d, tng trin khai dch v mt-xa trn my bay n t ngi xoa bp ca v ng, ngi bay cng h trong mt chuyn bay. Hn na, cc doanh nghip c th s khng bao gi hiu c nhu cu ca khch hng cho n khi u xy ra tnh trng hng hc sn phm hoc dch v km cht lng. Khch hng ch c th gi nhng than phin ca h n cng ty sau khi sn phm c pht minh v em bn hoc dch v c cung cp. Chnh v vy bn phi sn lng lng nghe v sp t nhng b phn c kh nng tip thu kiu phn hi ny pht trin sn phm, dch v ca bn. Cng ngh my tnh chng hn, pht trin nhanh v mnh nh vo cng sc ca ngi s dng (thng qua phn hi) cng ngang bng vi cng sc ca cc ng ch ca n. i vi cc ngnh kinh doanh cn thch ng ngay vi s thay i nhanh ca th trng, vic lng nghe v nhanh chng phn hi n khch hng gip h p ng kp thi cc k vng ca khch hng. V d nh cc ca hng tin ch thng by bn cc mt hng c nhu cu tiu th cao ch trong vng vi thng. Nhng li phn nn ca khch hng nh Sao ng/b li khng bn mt hng...? ngay lp tc chuyn ti thng tin rng nhu cu trn th trng ang thay i nhanh chng. Cc ngnh kinh doanh t chy theo xu hng th trng cng hc c bi hc ny. Nghin cu th trng c th xem l tnh nu so snh vi vic phn nn, v ng, nu so snh

vi th trng. Bn th xem bao nhiu ln trong nhng li phn nn ca ring bn thc s cha ng mt tng tch cc i vi cng ty. Nu c, bn hy tip tc t hi tng c c chuyn n mt ngi c thm quyn v c thc thi trong ni b cng ty khng. Kh nng thng l khng. Sau y l mt v d rt in hnh cho thy vic lng nghe khch hng quan trng nh th no. Nm 1985, Coca-Cola b gii bom trn cc ng dy nng 1-800-Get-Coke ti tr s chnh ca h Atlanta bi nhng li than phin v phn i ca khch hng khi hng quyt nh thay th New Coke bng th m ngy nay ngi ta gi l Coke Classic. Coca-Cola nhanh chng phn hi cho cng chng ang gin d, xoa du nhng khch hng ang sng st v ngn chn c mt v l khng l tim n. Khi mt cng ty ch ch n kt qu nghin cu th trng th c th h ch nghe c mt phn ca cu chuyn. Sau s c , Coca-Cola nghin cu ton din hn v New Coke. Mt trong nhng cu chuyn ph bin nht v nhng kinh nghim dch v khch hng yu km thng l ti c bn tn nhiu nht trn cc bn n ti l cc trung tm chm sc khch hng qua in thoi thu ngoi. Alan Angelo, mt ngi iu hnh tng i ti trung tm chm sc khch hng qua in thoi ca cng ty Afni Tucson, Arizona, ni rng: "Nhiu cng ty chy theo nhn cng gi r hi ngoi. Nhng h khng nhn thy c mc cht lng phc v m cc khch hng M k vng. Hin cc cng ty hng u ang mang hot ng ny tr v thc hin ti M." Hu ht chng ta u cm thy tht d chu khi tip xc vi mt ai c cng ging ni, cng nn vn ho vi chng ta. Khch hng kh chp nhn vic phi ni chuyn vi mt nhn vin dch v n gii quyt vn trc trc ha n v ri b chuyn n mt ngi khc Philippines lm r cu hi m trung tm chm sc khch hng qua in thoi ti n khng th gii p. Chm sc khch hng khng phi l mt cm t bng dng xut hin khi c vn xy ra. Albert Eistein tm tt iu ny tht tinh t: "Mt s tht hin nhin l cng ngh vt khi tnh nhn bn ca con ngi." Vo nm 2007, xu hng s dng lao ng thu ngoi thc hin khu quan yu ny trong dch v chm sc khch hng dng nh c mt bc ngot ln. Nhiu cng ty M bt u nhn ra rng h ang b mt khch hng v p dng m hnh ny. Dell Computer mang b phn h tr k thut i vi khch hng cng ty tr v M sau khi nhn c mt s lng li phn nn qu ln v cht lng phc v. Toyota Financial Services v Zappos l hai trong s cc cng ty kin quyt khng s dng dch v chm sc khch hng thu ngoi. H t iu hnh mt cch rt xut sc cc trung tm chm sc khch hng qua in thoi ca mnh v b p chi ph hot ng ca cc trung tm ny qua vic gia tng mt lng ln khch hng mi bng chnh cht lng dch v vt tri ca mnh. Cc chuyn gia marketing thng tnh ton phn tch nhng iu h cho l quan trng bng cch tp hp cc phn hi ca khch hng vo mt biu nh gi. V d, vi cc khch sn th phng c phi sch s v nhn vin phc v phi thn thin v khch hng mong i nhng iu ny. Tuy nhin, yu cu cao hn na l phng c phi thc s yn tnh, n bn phi sng v c t ngay bn cnh ging ng, ng h bo thc phi d ci t khch c th yn tm c sch cho n khi ng thip i v bit chc rng h s c nh thc ng gi vo sng hm sau. Khng may l, nhiu khch sn hu nh khng quan tm n sng ca bng n hoc cch thc s dng ng h bo thc c n gin hay khng, thm ch h cn khng xem cn phng c yn tnh hay khng. Ngoi ra, h cng khng quan tm n c ch in trong cc menu hoc cc bng hng dn xem cc s in thoi trc tip ca khch sn c ln khch hng c th c r hay khng. Gi m khch sn chu lng nghe nhng li khch phn nn, v c nhng li khen ngi ca khch hng, th h c c rt nhiu tng tuyt vi. Kt qu nghin cu th trng c th em li nhng thng tin ny nu c tin hnh ng n v cn thn, nhng nhng li phn nn s ch ra tt c trong chp mt. Bn cnh vic ku gi hn ch cc khim khuyt ca sn phm v cc sai st ca dch v hay cc qui trnh lm vic yu km, cc khch hng hay phn nn l ngi cnh bo cho cc nh qun l v nhng li con ngi ti quy tip tn. Khch hng thng l nhng ngi u tin nhn ra hnh nh ca mt cng ty b lm xu i bi chnh nhn vin ca h. Thc ra, cc nh qun l c th khng bao gi bit v s i x t hi vi khch hng nu ch n gin quan st nhn vin khi h ang lm vic, bi v nhn chung mi ngi u lm vic nghim tc hn khi c mt qun l ca h bn cnh; hoc khi h bit rng cc cuc ni chuyn in thoi u c ghi m li.

Gi tr ca mt khch hng gn lin vi cuc i mua sm ca h

Gi c mt khch hng l rt kh, nhng nh mt h th v cng d. C v s s liu thng k cho thy nu khch hng tin rng nhng li phn nn ca h c n nhn v c phn hi, gn nh h lun quay li mua hng. Hn na, i vi nhng khch hng thn thuc, bn khng ch d phc v h hn v h bit cch lm cho nhu cu ca mnh c p ng; h bit r sn phm, nhn vin v c h thng qun l ca bn. C th bn cho rng nhng khch hng thng chn loi dch v hoc sn phm gi thp th khng mang li mt khon doanh thu ng k. Thm vo , khi h than phin v iu g th nhng khch hng khc cng b li ko vo v n bn. V im ny, bn cn c mt tm nhn di hn hn. Nu trung bnh mt khch hng mi thng mua mt cun sch tr gi 20 la trn Amazon.com, tng s tin h s tr cho Amazon l 240 la mt nm v c kh nng l h s tr 10.000 la trong sut cuc i mnh. Gi mi ln git i qun o ch 10 n 15 la. Tuy nhin, sut mt i ngi, mt khch hng c th d dng tiu ht 30.000 la cho cng vic git i hp ty ny. V con s ny cha tnh n s lng bn b hoc h hng ca mt v khch hng hi lng s c gii thiu n bn. Mt ngi ni tr thng chi khong 25 la vo mi cui tun cho bnh pizza v soda, sau 4 nm s em li khong 5.000 la cho cng ty no may mn gi chn c khch hng ny. Khi xy ra s c vi khch hng, nu nhn vin bn hng ngh rng v khch hng ny ang mua 5.000 la bnh pizza, chc chn h s c mt phn ng khc vi vic h ch nhn thy mt ngi khch bnh thng bc vo v mua mt chic bnh pizza bnh thng. Nhng ngi bun xe hi cng phi ch n iu ny. Mt ngi M c thu nhp trung bnh chi tiu khong 250.000 n 350.000 la cho xe hi trong sut cuc i h. Nm c iu chc chn s lm nhn vin tip xc khch hng bit cch phi ni chuyn nh th no vi cc khch hng trung thnh hay khch hng tim nng ca mnh. Mt s ngi xem vic bn hng nhiu hn cho cc khch hng thng xuyn l th phn theo s lng khch hng (customer share); cn th phn (market share) l bn sn phm cho cng nhiu khch hng cng tt. i vi hu ht cc cng ty, khong 2/3 doanh s l do khch hng thng xuyn mang li. Nhn vin phc v ti cc ca hng t nht u c th nhn din c u l khch hng thng xuyn ca h, nhng iu cha khai thc ht tim nng ca nhng khch hng ny. V d, u nhng nm 2000, khch hng trc tip mua sm ti ca hiu Staples trung bnh chi khong 600 n 700 la/ nm. Nhng nu v khch hng cng ng thi mua hng qua catalog ca Staples, ngi y s tiu gp i con s . Nhng ngi mua sm bng cc hnh thc nh qua catalog v trc tip ti ca hiu, ng thi mua hng trn mng s chi tiu mt s tin gp bn ln so vi ngi ch mua sm ca hiu. Chnh v doanh thu m mt khch hng n l c th mang li qua cc loi hnh mua sm l rt ln, v v khng ai c th xc nh c gi tr thc s ca mt khch hng bng cch quan st b ngoi ca h, nn mi than phin ca khch hng u phi c x l mt cch cn trng v nhanh chng. Mt kho st ca hng IBM cho thy nu nhng khch hng n than phin v ri khi cng ty m vn cha c gii quyt tha ng vn ca mnh th ch c cha y mt na trong s h s quay tr li. Ni cch khc, nu khch hng cm thy vn ca h c gii quyt tho ng, hu nh tt c h u cho cng ty mt c hi bn hng ln na. C sau mi nm c gi chn li, cc khch hng thn thit li mang v nhiu li nhun hn cho cng ty bi chi ph marketing c phn b trn doanh thu di hn. Robert LaBant, Ph Ch tch cp cao ph trch bn hng v marketing khu vc Bc M ca IBM, ni rng i vi IBM, "mi phn trm tng gim trn thang im ghi nhn mc hi lng ca khch hng tng ng vi 500 triu la doanh thu tng hoc gim xt trong thi hn 5 nm." ng ni rng pht trin mt b phn khch hng mi, IBM phi b ra mt khong chi ph gp t 3 n 5 ln so vi chi ph duy tr nhng khch hng hin c. Khi Vonage, mt cng ty in thoi VoIP (voice over internet protocol - in thoi internet) tin hnh c phn ha, h cung cp thng tin cho y ban Chng khon Hoa K v t l khch hng khng hi lng l 2,11% mi thng vo thng 3/2006. iu ngha l c 77.000 khch hng chm dt s dng dch v ca h trong ba thng u nm 2006. Vonage nhn thy cn phi chi ph cho hot ng marketing thu ht 77.000 khch hng mi trong mi qu nhm trnh tnh trng st gim doanh thu. Vonage buc phi bo co nh sau: "Do , nu chng ti khng th gi chn khch hng hoc buc phi chi tiu vt qu ngn sch tip th cho php thu ht s lng khch hng mi th chc chn doanh thu s b st gim v khon l s tng ln". Vonage khng cp n vic h gi chn khch hng thn thit ca mnh nh th no, nhng h c ni n "mt khon tin ln" m h phi chi ra mang v cc khch hng mi. V cc nghin cu v hnh vi mua sm ca ngi tiu dng cho chng ta thy rng mt t l kh cao cc khch hng ri b cc cng ty do vic x l yu km nhng li phn nn ca h, nn vn t ra l c cch no gi chn khch hng hiu qu hn so vi vic ch n thun x l nhng than phin ca h?

t Mc tiu Ct Gim S Lng Li Than Phin ca Khch hng - Li bt cp hi Cc cng ty cn khch l nhn vin tm kim li phn nn hn l c gng lm gim bt nhng than phin ny. Nu mc tiu ca cng ty l li phn nn trong nm nay phi t hn nm trc th vic t c mc tiu ny d dng hn bn tng rt nhiu. Nhn vin s nhn mi thng ip t pha khch hng nhng n gin l h s khng bo co ln cp trn. C bao nhiu ln bn vit mt li phn nn v a cho nhn vin tip tn ca mt khch sn v t hi khng bit li phn nn ca bn c c chuyn n bn tng gim c hay khng? Nhiu ln chng ti gp phin phc khi in vo phiu ghi nhn kin khch hng ti cc khch sn. Chng ti nh du vo th hin mong mun nhn c phn hi cho li phn nn ca mnh, nhng cui cng khng nhn c g c. Nh vy, hoc khch sn khng x l tt nhng phn nn ca khch hng, hoc li phn nn ca khch hng khng bao gi c chuyn n ng ch. C ln, trong khi ri khi quy tip tn, Janelle th lic nhn li v tht s nhn thy nhn vin khch sn x toc cc phiu yu cu phn hi ca b. C th mun lm gim bt nhng li phn nn t pha khch hng xut pht t tuyn b: "Chng ti khng bao gi nhn c bt k than phin no t pha khch hng". David Powley, mt kim ton vin chuyn v Chng nhn ISO 9000, ni rng khi nghe cu ni , ng ngh n mt cng ty khng bit cch nhn din u l nhng phn nn ca khch hng cho d khch hng c ni thng nhn xt ca mnh vo mt h". Nh nhiu nh nghin cu khc, Powley cho rng "khng c bt ng " khng c ngha l khng c phn nn. D khng c ni ra bng li, nhng cc kin u rt quan trng. t mc tiu gim bt s lng li phn nn ca khch hng c th dn n vic nh mt gi tr ca mt dch v khch hng xut sc. Mt trong nhng nh sn xut xe hi hng u th gii ch sn xut mt s lng xe va cung cp cho cc i l qua thu thp thng tin t cc khch hng va mua xe mi. Th ri mi vic din tin nh th no? Trc tin, nhn vin bn hng s lch s xin php khch hng cho h thc hin mt cuc kho st nho nh nh gi kinh nghim s dng xe ca h. Ngi bn hng t cu hi: "L do g khin ng/b khng cho chng ti ton b im 5 cho cc cu hi?"; hoc, "Sao ng khng a biu mu n y ti in gip ng nh, nh vy s rt tin cho ng!" Mt s nhn vin khc thm ch cn thng thng hn: "Chng ti c nhng im 5 ca ng th cng ty mi sn xut xe bn". Khi chng ti ni vi nhn vin bn hng rng chng ti khng th cho im h mc tuyt i, h lin mua chuc chng ti bng vic thay du nht min ph hoc tng mt bnh xng y, v c ln l c mt b v xe mi hon ton. Nim vui va tu mt chic xe mi bng dng b hoen bi nhng mnh khe chng hay ho g ca cc nhn vin bn hng. V th, cc cng ty cn suy xt cn thn gia li ch thu c t cc bng thm d cht lng dch v v mc tiu gim bt s ln than phin ca khch hng. Cc nhn vin dch v khch hng lun c nhiu cch khc nhau em v cho bn nhng con s m bn mong mun. Mt thi gian ngn trc khi Pan Am (Pan American Airways) c bn cho United Airlines, mt nhn vin phc v trong lc bc tc gi mt bc th cho tng bin tp ca mt t bo, rng dch v ca Pan Am xung cp trm trng n mc gi y khch hng khng cn mun ku ca g na. S l mt chic Boeing 747 ca Pan Am ch y mt on khch i ngh sut tun Club Med. My bay n khu ngh mt tr mt ngy so vi d nh v qun ch theo ton b hnh l ca khch! Theo li ca cu nhn vin Pan Am ny, tuyt nhin khng mt hnh khch no trn chuyn bay than phin g c. i khi, vic gim bt li phn nn c th l du hiu ca mt xu hng tch cc. Trong nhng trng hp nh vy, nhiu cng ty s thng k s lng li phn nn m h nhn c v mt vn c th no . V d, cho n thp nin 1980, Brooks Brothers lun c nh gi l mt hng qun o cht lng cao. Ri sau nhn s ca ban qun tr thay i ba ln. Cc v ch tch cui cng, Marks v Spencer, xy dng cc phng php ci tin cht lng mi v ghi nhn rng s lng li than phin v cht lng sn phm ca cng ty gim t 25% xung cn 5%. l mt kt qu tuyt vi. Tuy vy, Brooks Brothers ch bit rng li phn nn v cht lng sn phm gim xung, nhng nhng con s khng phn nh c chnh xc nhng g khch hng ang nh gi v sn phm ca h. Nm 2003, Adelphia, mt nh cung cp dch v truyn hnh cp, nhn c nhiu li phn nn (c ghi m li) nht tu Los Angeles. Th l h tp trung gii quyt cc s c c th c lin quan v mt nm sau gim bt 54% s lng li phn nn. Mt trong nhng l do em li thnh tch ny l song song v mc tiu gim li than phin, cng ty cng t ra mc tiu ci thin cung cch giao tip vi khch hng. Ti Los

Angeles, iu ny ng ngha vi vic phi thu cc nhn vin i din dch v khch hng ni ting Ty Ban Nha sn sng lm vic 24/7, tc 24 gi mt ngy v sut 7 ngy trong tun. tha mn khch hng, bn phi nhn ra nhng li phn nn b n giu Cng c lc, li phn nn khng n c vi cc cng ty do c cu t chc kinh doanh ca h. Bn phi t ra tht sng to c th nghe c mi li phn nn ca khch hng. V d, nhiu cng vin vui chi gii tr thu dch v bn ngoi thc hin mt s khu quyt nh trong hot ng kinh doanh ca h. Mt cng vin c th k hp ng vi nhiu nh thu ph trong lnh vc n ung dn sc cho vic qun l chung trong cng vin. Kt qu l, nhng than phin v dch v n ung gim xung, hoc ch t cc bo co tng hp khiu ni ca khch hng v dch v n ung c chuyn ln ban qun tr cng vin cng gim i (l do l cc li than phin ny do cc nh thu ph tip nhn v gii quyt). ng gc l ngi n vui chi trong nhng cng vin ny, mt chic bnh b kp xc xch km cht lng hoc li c x khng thn thin ca mt ngi bn hng no vn thuc v trch nhim ca cng vin. H u bit rng nh hng khng cn chu s qun l trc tip ca cng vin. V pha cng vin, h hu nh khng bit g v s tn ti ca nhng dch v ti t nh vy nn cng khng th chn chnh vic c. Mt vi cng ty tin hnh kho st mc hi lng ca khch hng v bit thm nhiu iu c lin quan n nhng li phn nn ang b n giu u . y l mt tng hay. Nhng ai s tham gia vo nhng kho st nh th ny? Tr khi cng ty t ra mc tiu tham kho kin ca nhng khch hng c trc y tng mua sm, cn thng thng nhng ngi c thm d ch l nhng khch hng hin hu, nhng ngi vn cn cm thy hi lng vi cng ty mc chp nhn c. Cc cuc kho st mc hi lng ca khch hng khng h khng a ra bt k thng tin no c lin quan n nhm khch hng bt mn ca bn. Kt qu ca cc cuc kho st c th cung cp cho bn vi tng, nhng bn cn phi tm kim nhng khch hng ri b bn bit l do ti sao h b i. Ch nh vy th cng ty mi c th tm thy c nhng mn qu tht s. Nu cc cng ty ch ch trng n nhng ngi thng hay phn nn m khng tm kim nhng phn hi t cc khch hng khng h phn nn th h khng th c c mt bc tranh hon chnh v nhng ngi khng hi lng hoc khng bit c l do ti sao h li khng hi lng. Nhng ngi ni ra li phn nn khng i din cho i a s nhng ngi c nhng li phn nn n giu trong lng m khng ni ra. Ni chung ti M, nhng ngi hay phn nn nht l nhng ngi n ng da trng tr tui, nn np v c thu nhp trn mc trung bnh. H l nhng ngi khng thch mua sm ti mt ca hng c nh no c. Chng hn, h khng phi l mt khch hng trung thnh ca McDonalds.

Cnh gic trc nhng li r tai truyn ming v hnh vi phn nn

Hon ton c th hiu c v sao cc cng ty lun rt quan tm n nhng g cng chng ni v h. Nhng li khch hng r tai nhau c th mang li thnh cng hoc tht bi cho mt doanh nghip hay mt sn phm. Mi khch hng ri b bn trong s bt mn l mt mi e da tim tng trong mt th trng vn rt nhy cm trc nhng li than phin. Nhng li phn nn c th mang li l ch hoc gy tn hi cho cng ty ca bn theo ba cch sau: 1- Ngi ta d tin vo mt li gii thiu mang tnh cht c nhn hn l nhng tuyn b hng hn ca mt nh qung co. Mt nghin cu ca General Electric pht hin rng li gii thiu t nhng ngi quen ca khch hng c trng lng gp i nhng mu qung co y mu sc v s dng nhng t ng ao to ba ln (nhng kh tin). C l bn c ln nhn thy mt ngi gn nh quyt nh mua hng bng i khi ngi khch ng bn cnh th thm: "Ti s khng mua ci u. Ti cng c mt ci ging nh vy, n d v lm! (hoc d b phai mu, hoc xung cht lng ch sau mt ln mc, hoc sn phm khng vn hnh theo li nh sn xut, hoc bn c th mua mt ci tng t vi gi r hn mt ni khc)". Nhng v khch hng s mua ngay nu ngi kia ni: ", ti c mt ci nh th ny, rt tuyt! Ti thch n lm. Ch bo hnh rt tt. C mua i, bn s khng phi hi hn u!"

Mi mt tin n xu v mt doanh nghip sau nhiu vng truyn ming s khin cho h kh vt qua cc hot ng tip th hn. Ngi ta sn lng lng nghe li khuyn ca mt ngi bn tt, hoc thm ch ca mt ngi hon ton xa l, hn l tin vo mt chin dch qung co tn km hng triu la. John DiJulius, ngi qun l ca John Robert's Spa Cleveland, Ohio, ni v nhng vic lm nhm to ra nhng tin truyn ming tch cc mi khi khch hng c bt k phn nn g. Mt khch hng vo tim nhum tc v phi ra v vi mt b qun o b vy bn bi thuc nhum. DiJulius chn thnh xin li v gi cho c y mt tm ngn phiu c mua li mt b qun o mi sau khi nhng vt bn c mang i git ty m vn khng sch. ng cng tng khch hng n mt ln lm mt v lm mng tay min ph. DiJulius c tnh rng ca hiu ca ng c thm ba mi khch hng mi qua c ch p ny, v cho n by gi v khch hng vn u n n s dng dch v ti John Roberts. C y ni: "Lc , ti ngh mnh s khng bao gi quay li ni y. Nhng by gi ti li khng bao gi ngh n vic i n mt ch no khc." Li truyn ming tiu cc thm ch cn tc ng n c mt ngnh kinh doanh. Chng ta th nhn vo ngnh bo him. Hnh nh ca ngnh ny M hin nay ang mc km ci cha tng thy. Vin Gallup nhn thy rng hu ht hai phn ba khch hng c hi kin u tin rng cc cng ty bo him u tnh ph bo him qu cao cho cc ch xe hi, ch nh, v cc ch th hp ng bo him thuc nhm doanh nghip. Vin Gallup cng pht hin mt con s ng kinh ngc l c n 61% ngi M tin rng li nhun trong ngnh bo him cao hn trong cc ngnh khc v tin rng cc cng ty khai bo khng trung thc trong cc bo co ti chnh ca h che giu cc khon li nhun qu ng. l mt du n rt ti t. Mi v x l yu cu bi thng khng tha ng c bn tn si ni tip theo sau v s thm ha thin nhin, c bit l s tn ph do cn bo Katrina li vo nm 2005, cng thuyt phc hng ngn ngi rng khi h t vn v cc khon bi thng vi cc i l bo him ca h, tt c s b x l mt cch t hi. Mt khi bn tin rng cng ty bo him ca bn l th th bt k ngi ta ni bao nhiu ln l bn ang c i x tt, bn cng khng cn tin na. Robert Hunter, gim c bo him ca Ngi Tiu dng Lin bang M ni: "Gi s bn c 10 thanh chn bn v 1 chic xe hon ton b ph hy, hy on xem trng hp no s khng c gii quyt?" Cc i l bo him xem mt v i bi thng l s c gii quyt khi n tha mn mt s iu kin trong bn hp ng. V Hunter cn ch ra rng: "Mt cng ty bo him c th tuyn b rng mt trng hp no " c gii quyt!" cho d ngi khiu ni vn ang ku go hay rt min cng nhn mt vi th c h ban pht cho". Hy nh rng cc bin tp vin truyn hnh rt thch a hnh nh nhng ngi ang go tht ln bn tin bui ti. 2- X l hiu qu li phn nn l ngun lan truyn tin tt mt cch mnh m. Bn hy th c cc bi vit trn web v mt s tri nghim dch v m cc blogger4 vit hoc ghi li, hoc bnh lun khi c nhn xt c ng ti trn blog ca ngi khc. Cc trang blog ang bng n v ngi ta c tnh rng mi ngy c khong mt trm ngn trang blog mi ra i, d phn nhiu trong s khng tn ti lu. Cc cu chuyn v dch v khch hng l mi quan tm hng u ca nhng ngi vit blog. Chng l nhng cu chuyn y tnh nhn vn v khng ko theo nhng cuc tranh lun tc th nh thng thy ni cc trang blog bn v chnh tr. Nu bn cha phi l mt ngi c blog, th mt ni th v bt u l Vox, mt dch v blog c nhn min ph kh th v. Saska, mt ngi vit blog trn Vox c mt trang blog c gi l Fiendish Glee Club, ni v mnh nh sau: "Ti l mt nhip nh gia, mt nh vn, mt c gi, mt game th, mt b m, v l mt ngi thch cc tr chi tr no. Ti khng mun trng thnh". Saska a ln mng mt cu chuyn di v dch v l lng c y nhn c t Nintendo. C mua mt my chi game Nintendo Wii mi toanh vo ngy n va c tung ra th trng nm 2007, ngay t u chic a quang pht ra nhng ting n bt thng. Khi ting n vn khng gim, Saska in thoi cho Nintendo v c c mi gh qua vn phng ca h v c sng gn v h mun tit kim thi gi cho c. Dch v hu mi m c nhn c sau tt "mt cch ng kinh ngc". C ni: "y l mn qu Valentine ti mun dnh cho Nintendo. l mt tri nghim v dch v chm sc khch hng tt nht m ti tng bit". V c ti ln blog ca c mt s bc nh chng minh quan im ca mnh. l mt bi c vui, v c rt nhiu ngi tham gia bnh lun trn trang web ca c cng nh t thm nhiu cu hi c lin quan v mnh dn a ra nhng nhn xt tch cc cho Nintendo. Nu bn ang d
4

Blogger: ngi vit blog. Blog l mt dng trang web c nhn hin nay pht trin thnh tro lu trn khp th gii.

nh mua mt b tr chi video, sau khi c trang blog ny, bn s chn ngay Nintendo. Tht vy, Wii l mn hng c t mua nhiu nht lm qu tng trong ma Ging sinh 2007. 3- Cng bt mn, khch hng cng c xu hng r tai nhau v s kh chu ca h Nu khch hng gin d b i v mang theo nhng li phn nn ni ra nhng li cha c x l tha ng, c l khng mt cng ty no c th chn ng c li truyn ming tiu cc ca h. Nhng nu cc cng ty lng nghe v x l tt nhng li phn nn ny th mc bt mn s gim, cc li truyn ming tiu cc s t i, v nhng li truyn ming tch cc s tng ln. Nu th c nhng li phn nn c c ng trn mng, bn s thy rng hu nh tt c u khng c x l tt. Dng nh th cc khch hng n gin ch mun ni ra cc vn ca h, nhng nu cc cng ty khng lng nghe hay lng nghe m khng c phn hi no, h s i tm ngay mt hoc nhiu ngi khc tm s. Trong trng hp cc cng ty c nhng chnh sch d di trong vic i hng, chng ti tin rng cng chng s t c nhn xt tiu cc v h hn. Costco l mt v d in hnh. Mi ngi u bit cam kt ni ting ca h "Chng ti ng nhn li hng khng c bt k thc mc no!". Thm ch Costco cn nhn c nhng mn hng tr li m khng c ho n km theo. Ni cch khc, Costco nh ang ni vi cc khch hng ca mnh rng: "Xin hy mang nhng li phn nn ca bn n cho chng ti. Chng ti mun khc phc cc vn m bn ang gp phi i vi mi sn phm ca chng ti". Cc cng ty s kim sot c hnh vi truyn ming tiu cc nu c th chng minh cho khch hng thy rng h chn thnh thc hin mi vic cn thit to ra s hi lng cao nht cho khch hng ca mnh.

Hu qu ca vic x l yu km li phn nn
Khng hiu qu trong hnh ng khi phc li dch v hay qui tc x l phn nn c th kch hot mt chui nhng phn ng tiu cc dn n kh nng lm cho cht lng dch v v sn phm tr nn ti t hn, ng thi gia tng ri ro kinh doanh ca bn. T hi nht l vic x l li phn nn km ci thng bt u bng hnh ng lm cho khch hng bt mn v kt thc l khch hng cng doanh nghip nm vo nhau nhng thi tiu cc. y l chui hnh ng ng dng trong thp nin 1990 v vn cn gi c tnh thc t trong nhng nm 2000: 1. 2. 3. 4. 5. 6. Khch hng ri b doanh nghip trong s bt mn. H tr thnh nhng "i s c "5 em ht nhng iu kh chu ca mnh ni ra cho ngi khc nghe. Ngy cng c nhiu ngi bt u nhn ra rng doanh nghip khng phi l ni h phn nn bi h khng th trng mong g vic mi chuyn s c ci thin. Cc khch hng ngng khng phn nn na v doanh nghip mt c hi bit c mnh c th lm g ci thin dch v hoc p ng nhng nhu cu ca khch hng. (Hoc qu nhiu khch hng phn nn, nn doanh nghip bt mt bng tai khng phi nghe na.) Cht lng sn phm v dch v v th khng c ci thin, th l ngy cng nhiu khch hng bt mn hn. Nhng khch hng cn chiu c ti doanh nghip s vn lui ti c th v gi y r hn. Cng c th h n vi ngh rng cht lng sn phm v dch v y ch mc ti thiu. Nhn vin khng cm thy thoi mi khi phi gip nhng khch hng kh tnh. Thc vy, nhn vin bt u t cho khch hng nhng ci tn. (Chng ti tng nghe cc tip vin hng khng trn mt chuyn bay ca mt hng hng khng ang gp kh khn v doanh s ni vi nhau khi hnh khch bc ln my bay: "L ng vt n ri ka!" Nhn vin ngy cng cm thy rng h ch lm c "mi mt vic", v l mt cng vic ti t. Nhng ai c th tm c cng vic ni khc tt hn u b i, bng cch , nhng ngi ny em ra khi doanh nghip nhiu kinh nghim v k nng. ngi li c t ng c nn h t c kh nng nhn c s tin tng, lng tin cy, v lng trung thnh ca khch hng.

7.

Nguyn vn: bad-will-ambassadors, mt cch chi ch ca tc gi, ngc li l goodwill ambassador, i s thin ch.

8.

n lt mnh, iu ny khin ngy cng c nhiu khch hng ri b doanh nghip m lng y bt mn, h s i ni ht tt c nhng g h ngh vi mi ngi h gp. H s khng tnh tin bn mt xu no cho qung co truyn ming ny. V c nh vy chu k tiu cc ny nhn ln.

Nhiu cng ty khng ch tm n chi ph thc t pht sinh do khi b mt khch hng. H c th ni vi bn chnh xc nhng g h ang lm thu ht khch hng mi v h phi chi bao nhiu cho vic ny, nhng h dng nh khng c mt manh mi g lin quan n s lng khch hng b mt v ti sao h li mt khch hng nh vy. Nm 1989, d liu t mt nghin cu th trng M ch ra hng hng khng no kinh doanh hiu qu v hng no khng. Eastern Airlines v Pan Am c t l li than phin cao nht v hai nm sau c hai phi tm ngng hot ng. (Nghin cu ny ch tnh nhng li phn nn c gi n B Giao thng Vn ti.) Bn hng k tip trong danh sch l TWA, America West, Continental, v US Airways, nhng tt c u tm c cch bo v mnh khi nguy c ph sn trong nhng nm sau . Trong s bn hng, ch c America West l c th gim chi ph trn mi dm bay c ti trng. Cc hng hng khng c t l li phn nn thp nht (United, Northwest, American, Alaska, Southwest, v Delta), cng phi n mi nm sau khi s liu ny c thu thp mi thc s t c mc tiu chi ph thp hn trn mi dm bay c ti trng, d tt c u kh cht vt sau s kin 9/11/20016. Cn y l nhng g ti liu ny mun ni: mc phn nn thp hn cho thy mc cht lng cao hn, ngha l chi ph thp hn. Mt v d khc, vn phng Better Business Bureau (BBB) ng Missouri v nam Illinois pht i mt thng co v khong 32 cng ty hot ng qua cc nm t 1997 n 2006. BBB cnh bo khch hng hy cn thn khi hp tc kinh doanh vi cc cng ty ny v t l nhng li phn nn cha c gii quyt ca h kh cao. C 26 cng ty trong s khng cn hot ng.BBB kt lun rng nhng li phn nn khng c gii quyt s t doanh nghip vo tnh trng ri ro phi chm dt kinh doanh. "H qu l, mi li phn nn khng c gii quyt, hoc mi khch hng cn bt mn, u c th tr thnh mt vin lt ng a doanh nghip thng n b vc ph sn." CU HI THO LUN u l nhng cch bn x l li phn nn ca khch hng nh mt ngun thng tin th trng? Bn bit g v cng ty ca bn qua vic lng nghe nhng li phn nn ca khch hng? Nhn vin v khch hng ca bn c bit nhng v d trn y khng? Nhng cch bn o lng s lng li phn nn ca khch hng l g? Sau khi tng kt s lng cc li phn nn bn nhn c, bn c nhn s ln nhiu ln ( mc hp l) nh gi s khng hi lng (nhng khng c ni ra) t pha khch hng i vi loi hnh kinh doanh ca bn khng? Bn c so snh t l li phn nn trn tng s khch hng bn ang c trong tay hay khng? Chi ph bn phi b ra c c mt khch hng mi l bao nhiu? Bn mt bao nhiu khch hng trong nm qua? Nhng khch hng ny l ai? Khch hng ca bn dnh cho bn bao nhiu tin trong sut cuc i mua sm ca h? Khch hng ca bn ni g v bn trn th trng? Bn c k hoch g kim sot nhng cuc ni chuyn kiu ny hay nhng li li truyn ming ca khch hng?

S kin nhng k khng tc cp 5 my bay thng mi hu nh cng lc v cho my bay lao vo cc ta nh biu tng ca M (Trung tm Thng mi Th gii, Lu Nm gc...) lm thit mng hng ngn thng dn, gy cm phn khp th gii.