y nay, cc doanh nghip; d hot ng trong bt k lnh vc no: dch v ti chnh, vin thng, bn l, cng ngh cao, u hiu

rng thnh cng ch n khi dch v h mang li cho cc khch hng hay i tc ca mnh l tt nht. ng dng CRM l bin php cn thit nng cp dch v khch hng trong mi doanh nghip. Tuy nhin, vic la chn ra mt gii php CRM ph hp vi bn thn doanh nghip khng d dng, lun t ra thch thc vi hu ht doanh nghip; c bit i vi cc doanh nghip va v nh. C 10 iu cc doanh nghip cn ch khi la chn cho mnh mt gii php CRM thch hp. 1.Mc tiu v chin lc ca doanh nghip. y l iu u tin, quan trng nht doanh nghip cn quan tm, nhm nh hng cho qu trnh tm hiu v cn nhc nhng gii php CRM ph hp. iu ng ni l rt nhiu doanh nghip thng khng cho rng y l yu t quan trng nht khi cn cn nhc mt gii php CRM. Mc tiu v chin lc ca doanh nghip ph thuc phn ln vo quy m ca doanh nghip v doanh nghip hon ton c quyn quyt nh. Do , qu trnh la chn gii php CRM ca doanh nghip quy m nh hay trung bnh hon ton khc bit so vi vi qu trnh ny ti mt doanh nghip c i gia. D hiu hn c th so snh, nhng yu cu v dch v khch hng t ra i vi mt cng ty vin thng ln c vn phng i din ti hng trm thnh ph trn th gii rt khc so vi yu cu tng t ti mt doanh nghip bn l nh ti vng Trung ng, chng hn. i khi yu t v kh nng cng ngh thng tin (IT) ca doanh nghip li thng b b qua khi xem xt cc mc tiu ca doanh nghip. Vn khng phi l doanh nghip cn hoch nh ra nhng chin lc v IT, doanh nghip cn hiu rng trc ht h cn xc nh r cc mc tiu kinh doanh, sau l a ra nhng chin lc IT c th nhm t c nhng mc tiu t ra. Sau cng, doanh nghip cn t t ra cc cu hi nh: - Cc mc tiu tng trng c xc nh r rng cha? Nu xc nh r rng cc mc tiu th u l l mc tiu u tin, quan trng nht, tip sau l nhng mc tiu no? - Khch hng thng tip cn vi cc dch v khch hng ca doanh nghip thng qua in thoi hay email? Cc dch v t phc v c quan trng vi doanh nghip khng v liu c th gim st dch v qua mng Internet c khng?

Tm li, mt quyt nh v la chn gii php CRM thch hp trc ht phi l mt quyt nh mang tnh kinh doanh ca doanh nghip. Mt khi cc mc tiu kinh doanh c xc nh, cc yu t khc m u tin l kh nng cng ngh - s cn c xem xt tip theo . 2. La chn gia mt h thng CRM trong ni b doanh nghip hay mt h thng CRM trc tuyn. Doanh nghip cn xc nh loi hnh no ph hp vi c cu t chc, vn ha doanh nghip ca mnh bi v mi loi hnh u c nhng u im ring. Mt h thng CRM trc tuyn thng c nhng u im nh: d dng trong to dng h thng, an ton v s dng kh thun tin. Tuy vy nu cc nhn vin trong doanh nghip cha c thi quen truy cp vo mng Internet, vic ng dng phn mm CRM trc tuyn c th s khng kh thi. Trong khi vic xy dng h thng CRM trong ni b doanh nghip cho php doanh nghip d dng trong vic tch hp vi nhng ng dng sn c. Tm li, mt doanh nghip tm c, c sn h thng CRM ni b, nn la chn s dng h thng CRM trc tuyn; nh vy kh nng v CRM ca h s c tng cng, c bit i vi nhng chi nhnh nm xa tr s chnh. Hay mt doanh nghip quy m nh nhng c tc pht trin nhanh cng nn to dng mt h thng CRM trc tuyn; nh vy doanh nghip s c th tip cn nhng phn mm CRM ang dn u trn th trng m khng phi tn chi ph u t thm cho phn cng hay phn mm. Tuy nhin nu doanh nghip ca bn c mt b phn IT ring bit c th h tr hot ng CRM, bn ch cn mt h thng CRM ni b doanh nghip. 3.Ngn sch ca doanh nghip: Nu cc mc tiu kinh doanh ca doanh c xc nh r rng, iu tip theo cn phi quan tm l: thc hin nhng mc tiu , doanh nghip c th b qua mt khon ngn sch bao nhiu? Chi ph ban u thp nht cho mt gii php CRM cha hn l c li, n gin v chi ph ban u ch chim mt phn nh trong tng chi ph doanh nghip s phi b ra cho mt gii php CRM. Thng thng chi

ph b ra mua quyn s dng mt gii php CRM ch chim 30 % tng chi ph; 70 % chi ph cn li dnh cho: iu chnh h thng CRM theo yu cu khch hng, tch hp vi cc ng dng khc, duy tr h thng, trin khai, o to s dng h thng v nng cp h thng. Tr khi nhng chi ph ny c tnh ton trc, nu khng doanh nghip s cn phi thng lng vi cc nh cung cp, v cc nh cung cp thng c thi quen a ra mc chi ph cao hn thc t. Kt qu l chi ph cao s khin vic ng dng CRM tht bi. Doanh nghip cn hiu rng y l 1 yu t kh quan trng khi cn nhc 1 gii php CRM. (CRM Vit Na CRM l vit tt ca t Customer Relationship Management - Qun tr quan h khch hng. l chin lc ca cc cng ty trong vic pht trin quan h gn b vi khch hng qua nghin cu, tm hiu k lng nhu cu v thi quen ca khch hng, tip cn v giao tip vi khch hng mt cch c h thng v hiu qu, qun l cc thng tin ca khch hng nh thng tin v ti khon, nhu cu, lin lc... nhm phc v khch hng tt hn. Thng qua h thng quan h khch hng, cc thng tin ca khch hng s c cp nht v c lu tr trong h thng qun l c s d liu. Nh mt cng c d tm d liu c bit, doanh nghip c th phn tch, hnh thnh danh sch khch hng tim nng v lu nm ra nhng chin lc chm sc khch hng hp l. Ngoi ra, doanh nghip cn c th x l cc vn vng mc ca khch hng mt cch nhanh chng v hiu qu. Thit lp mi quan h tt p vi vi khch hng c ngha c bit quan trng i vi s thnh cng ca mi cng ty. Mt h thng CRM n gin l s p dng phn mm nhm theo di cc d liu ca khch hng. Tuy nhin, mt h thng phc tp hn li i hi s kt hp cc yu t: thng tin, nhn lc, chnh sch v cc n lc ca cng ty nhm thu ht cng nh gn gi khch hng. Mc ch ca CRM

CRM khi nguyn t tng gip cc doanh nghip s dng ngun lc (nhn lc v cng ngh) hiu thu o v thi , thi quen ca khch hng v nh gi gi tr ca tng phn on khch hng ring bit. Vi s tr gip ca mt chng trnh CRM c hiu qu, cc doanh nghip c th: - Cung cp cho khch hng cc dnh v tt hn - Nng cao hiu qu ca trung tm h tr khch hng - Tr gip nhn vin bn hng thc hin n hng mt cch nhanh nht - n gin ho tin trnh tip th v bn hng - Pht hin cc khch hng mi - Tng doanh thu t khch hng Quy trnh hot ng ca CRM: Ni v hot ng ca CRM th c 5 im chnh to thnh 1 vng trng khp kn v khi bt u th chng ta c th bt u t bt k im no u c ( Lu l ly khch hng lm trung tm ). 1. Sales : c th coi y l mt nhim v chnh ca CRM, trong cc nghip v bn hng th c cc thc hin xung quanh nh : Giao dch, nhn th, email, bo gi, lch hn, hp ng, xut hng, thu tin ... 2. Marketing : Khi c khch hng mua SP ca chng ta tc l c giao dch, bc tip theo chng ta thnh lp cc k hoch Marketing nhm mc ch li ko khch hng mua tip sn phm ca cng ty mnh. 3. Service : Khi khch hng mua SP ca cty, cng vic tip theo l cung cp cc dch v tt nht cho khch hng nh: tng qu nhn ngy thnh lp cng ty, 14/2, 8/3, 20/11 ... mc ch nhm thu ht khch hng quay li mua hng ca Cty cho nhng ln tip theo. 4. Analysis : Khi chng ta to lp mt dach sch khch hng mc tiu hay nhng khch hng mua SP ca Cty mnh ( Khch hng thc hin bt k giao dch no) Phn phn tch s c coi l yu t then cht cho nhng cng vic Sales, marketing, Service tip theo nh phn tch theo tui, vng min, sn phm no bn chy, thi im. ni chung phn tch bt k nhng g m NV dng CRM mun. 5. Collaborative: Cung cp kh nng quan h vi cc khch hng (phone, email, fax, web, sms, post, in person). CRM gip doanh nghip tng tc vi khch hng thng qua tt c cc knh (lin h trc tip, th t, fax, in thoi, web, e-mail) v h tr s phi hp gia cc nhm nhn vin vi cc knh khch hng. Collaborative CRM l mt gii php gn lin gia con ngi, quy trnh v d liu vi nhau cc doanh nghip c th phc v v gi khch hng ca mnh c tt hn. Trong 5 bc ny chng ta bt u t bt k bc no chng ta mun. Mun s dng CRM thnh cng chng ta phi phi xy dng quy trnh bn ngoi tt ri khi p dng vo CRM th kh nng thnh cng s rt cao. thnh cng CRM tt c ty thuc vo lnh o ti mi cng ty. Vic trin khai CRM c tin hnh nh th no?

Vic trin khai chng trnh CRM khng phi ch n gin l mua cc phn mm thch hp v ci t vo h thng. chng trnh CRM pht huy tnh hiu qu, trc ht cc t chc cn phi quyt nh nhng loi thng tin no v khch hng cn phi quan tm v s dng nhng thng tin ny vi mc ch g. V d, nhiu t chc ti chnh lu tr thng tin "qung i" ca khch hng nhm mc ch tip th cc sn phm bo him ti khch hng nhng khong thi gian thch hp, st vi nhu cu ca khch hng. Tip , cc t chc cn phi xem xt cc con ng khc nhau m thng tin ca khch hng c ghi nhn, d liu v khch hng c lu tr nh th no v u cng nh cch thc nhng d liu ny hin ang c s dng. Mt cng ty c th tng tc vi khch hng theo rt nhiu cch khch nhau, chng hn qua ng th tn, Website, ca hng thc, trung tm h tr khch hng, lc lng bn hng c ng hoc cc chin dch tip th v qung co. Mt h thng CRM mnh phi c kh nng lin kt cc "giao din vi khch hng" ny vi nhau. Nhng lung d liu c thu thp qua cc h thng chc nng (nh h thng bn hng v qun tr kho hng) s c phn tch tm ra cc hnh mu chung nht cho tng nhm khch hng ring bit. Cc chuyn gia phn tch ca cng ty s xem xt k cng cc d liu thu thp v a ra nh gi tng quan v cc nhm khch hng hoc cc vng dch v cn c ci thin cht lng phc v. C cc ch s cho nhu cu v trin khai d n CRM? Khng c mt cch tht c th. Tuy nhin, nh gi nhu cu ca vic trin khai d n CRM, c th da vo s lng cc knh khch hng s dng tng tc vi cng ty. Cng c nhiu knh, nhu cu trin khai mt h thng CRM, qua doanh nghip c c mt "khung nhn" tp trung v khch hng l cng ln. Vic trin khai mt h thng CRM cn thi gian bao lu? Mt s nh cung cp cho bit "gii php" CRM ca h c th c ci t v i vo hot ng ch trong phm vi mt tun l. Tuy nhin, nhng "gii php" ny khng hiu qu v di hn v n khng c kh cung cp cho cc nh qun tr nhng thng tin tng quan qua nhiu phn on khch hng khc nhau. Thi gian cn thit trin khai mt d n CRM ng ngha ph thuc vo mc phc tp v cc thnh phn ca d n. Cc loi d liu m d n CRM cn phi thu thp? Cc d liu in hnh m mt d n CRM cn phi thu thp gm: - Phn ng ca khch hng i tc vi cc chin dch khuych trng v khuyn mi - Ngy thc hin n hng v vn chuyn - S liu v mua hng v bn hng - Thng tin v ti khon khch hng - Cc d liu ng k qua Web

- Cc h s h tr v dch v - Cc d liu nhn khu hc - D liu v bn hng qua mng i tng s dng Ngi qun tr h thng - To CSDL, ci t CRM - Thit lp cu hnh h thng, ci t tham s h thng - Thit lp phn nhm, ngi s dng Nh qun l - Thng k tnh hnh kinh doanh - Thit lp cc chin dch qung co - Xem bo co cng vic ca nhn vin v theo di qu trnh tc nghip ca tng nhn vin. Nhn vin. - Nhp y thng tin khch hng tim nng, t chc, ngi lin h - Lp k hoch cng vic hng ngy - To v theo di cc c hi bn hng - Qun l email - To bo gi khch hng - n t hng - Hp ng L do tht bi ca mt d n CRM? C nhiu l do dn n s tht bi ca mt d n CRM. Ngay t u, khng th c c mt bc tranh trung thc, y v khch hng nu thiu s truyn t, chia s thng tin gia nhng ngi, b phn trong "chui" quan h khch hng. Thiu s truyn t, chia s thng tin lm cho cc ng dng cng ngh tuy c trin khai nhng khng c h tr v mt con ngi. V d, nu b phn bn hng lun tm cch t chi cung cp cc thng tin v khch hng, d n CRM khng th thnh cng. trin khai CRM thnh cng, DN nn ch nhng im sau: - Yu t con ngi ng vai tr quan trng nht. u tin l vai tr ca nh lnh o trong vic quyt tm trin khai CRM. Tip n l vai tr ca NV lm vic vi PM CRM, tm l thng thng l chng li s thay i thi quen hng ngy. Ngi lnh o phi cho NV thy c li ch m CRM mang li cho cng vic hin ti v trong tng lai, qua gip NV sn sng n nhn s thay i! - Yu t vn ha v quy trnh lm vic. Cng ty cn xy dng "vn ha cng ty" ca ring mnh, xem KH l trung tm phc v v chm sc KH khng phi ch ring phng kinh doanh m ton cng ty phi thc hin, t ban gim c, k ton, vn phng n cc thnh vin khc. Cn xy dng quy trnh cng vic r rng trc khi ng dng CRM.

- Yu t cng ngh. Nn chn CRM ng dng nn Web trin khai trn Internet nhm phc v cng vic mi lc, mi ni; gim thiu vic bo tr h thng. - Xy dng ngn hng d liu KH. Ngn hng d liu KH c xy dng t u s gip NV v cng ty tit kim thi gian, tin bc m ch tp trung vo khai thc ngun d liu KH. Ngnh cng nghip no ang dn u v vic ng dng CRM Hin nay, cc cng ty dch v ti chnh v vin thng l 2 ngnh ang dn u trong vic ng dng CRM. Tip l cc cng ty sn xut hng tiu dng v cc cng ty bn l. t ng dng CRM nht l cc cng ty thuc ngnh cng nghip nng. (Tng hp t Internet) ma chn gii php CRM cho t chc/doanh nghip (TC/DN) khng n gin ch l la chn phn mm vi nhng tnh nng ph hp. Yu t u tin: phng php x l C th chia qu trnh xy dng h thng CRM lm hai giai on: la chn gii php v trin khai thc hin. Vic la chn mt gii php CRM thng c xem xt trn nhiu phng din nhng quan trng nht l: gii php c ph hp vi chin lc kinh doanh v h thng qun l (QL) hin hnh ca TC/DN hay khng? Do ht nhn ca h thng CRM l kho thng tin v cc cng c x l nn gii php xy dng h thng CRM trn nn tng CNTT c u th vt tri so vi nhng gii php khc. V vy, la chn gii php xy dng h thng CRM c nhiu ngi hiu l la chn c s d liu (CSDL) v phn mm (PM) CRM. Khi bt u xy dng d n CRM TC/DN, iu u tin nh QL thng ngh ti l s dng CSDL v PM CRM no. Thm ch, l xy dng h thng CRM ca TC/DN nh th no cho ph hp vi PM CRM chn. Vn tip theo s l PM CRM c xy dng trn nn tng cng ngh no? Nhng cng ngh c phi l yu t quyt nh la chn gii php cho h thng CRM ti TC/DN? Cu tr li l khng. Trin khai h thng Trin khai h thng CRM cung cp thng tin v thc y qu trnh kinh doanh ca TC/DN nn i vi nh QL, cng ngh ch nn l mi quan tm th hai, cn kh nng tr gip ca h thng mi l mi quan tm hng u. Ni cch khc, phng php, quy trnh x l yu cu t

ra c h thng CRM thc hin, thng qua nhng thut ton s dng khi x l thng tin, mi l yu t lm nn cht lng ca n. phng php, quy trnh x l thng tin t c hiu qu th n phi da vo ci chung l ci ph hp vi quy lut v ci ring l ci ph hp vi c ch hot ng trong QL, kinh doanh ca TC/DN. Mt h thng CRM khng a ra c cho nh QL nhng thng tin c cht lng hn trc, khng thc y kinh doanh ca TC/DN th ng nhin khng c l do tn ti. Tuy vy, vai tr ca cng ngh trong h thng CRM khng nh, n nh hng rt ln n tnh kh thi ca d n, tnh hu dng ca gii php nh: kinh ph xy dng v trin khai h thng CRM; mc , kh nng thc hin nhng yu cu ca ngi QL TC/DN Cc tiu ch la chn PM CRM Nh sn xut thng gii thiu sn phm ca mnh c nhiu tnh nng, ph hp vi mi TC/DN. Nhng thc cht, yu t ch yu no cn c quan tm khi la chn PM CRM? C phi tnh nng th hin gi tr ca PM CRM? Di y l mt s tiu ch c tnh nh hng trc khi quyt nh la chn PM CRM m TC/DN nn cn nhc: - PM c thc s ph hp vi lnh vc m TC/DN ang hot ng hay khng? Mi lnh vc hot ng c nhng c th ring bit, do chin lc khch hng cng c nhng yu cu khc nhau. PM ph hp ngoi vic c cc chc nng p ng yu cu cn phi a ra nhng hng dn trin khai cng vic hoc nhng m hnh, bin php tng t ngi s dng la chn. - Nhng ni dung ca CRM c th hin trong PM nh th no? Cc cng c ch cht ca CRM trong lnh vc: QL trin khai tip th; QL bn hng; QL h tr khch hng c mt trong PM mc no? Chc nng x l thng k ca PM nh th no? Chc nng d bo trong nhng h QL ny c hay khng? Nu c, d bo theo phng php no v kh nng m rng, p dng cc phng php d bo khc n u? Ni cch khc, nh sn xut PM c thc s hiu CRM to ra mt sn phm p ng yu cu ca TC/DN i vi h thng CRM. - Yu cu v ngun lc ca TC/DN vic trin khai v duy tr hot ng ca PM CRM. Khng ch trin khai PM CRM mi i hi TC/DN phi p ng c yu cu v cc ngun lc cn thit nh: ti chnh, h thng h tng IT, nhn lc m vic duy tr hot ng cng i hi rt

nhiu ngun lc. Nh QL TC/DN cn phi c nhng thng tin c th t nh cung cp m bo h thng CRM trin khai khng b na ng t gnh hay xy ra tnh trng u voi, ui chut ch v khng p ng c yu cu ca PM CRM. - Kh nng tch hp ca PM i vi cc ng dng khc c ca TC/DN. Da trn danh mc chng trnh, h qun tr d liu m nh sn xut cung cp, ngi qun tr h thng ca TC/DN cn xem xt kh nng tch hp vi PM CRM, m bo s thay i i vi h thng CNTT ca mnh l chp nhn c. - Kh nng h tr cc phng thc thu thp s liu v tng tc. V d, nu TC/DN c nhu cu s dng h thng CRM mi lc, mi ni th cn tm nhng PM c pht trin da trn nn cng ngh Web (Web-based). - Tnh ty bin ca PM. y, tnh ty bin ca PM khng ch l kh nng thay i cu hnh, thay i thut ton tm kim, x l thng k m bao gm c kh nng thay i cu trc ca CSDL. Thng thng, cu trc ca CSDL c xy dng kh cht ch m bo tnh ton vn ca d liu nn kh nng ty bin gn nh khng c. Tuy nhin, vic cho php thay i cu trc mt mc no s p ng c nhng vn ny sinh trong thc t trin khai m khng yu cu TC/DN phi thc hin th tc nng cp PM rt phc tp v tn km. - Chc nng xut phng n v tch ly kinh nghim. y khng phi l yu cu c th ca CRM m l yu cu t ra i vi PM QL ni chung. Liu PM CRM c kh nng a ra mt vi phng n kh thi trn c s nhng s liu thu thp c cng vi kinh nghim QL c lu tr trong CSDL CRM? Trn thc t, nhng PM CRM c mt Vit Nam hin nay cha thy h tr chc nng ny. S khc bit gia cc thut ng Ngoi ra, nhng vn khc nh: mc phc tp trong qu trnh chuyn giao, tnh kh dng, tnh bo mt, kh nng h tr ca nh cung cp cng cn c tnh n m bo hiu qu s dng PM CRM. Trn thc t, PM CRM ch l mt trong rt nhiu gii php trin khai h thng CRM ti TC/DN. Cho d PM c kh nng gii quyt nhiu vn ca CRM nhng yu t khng th hoc kh lng ha th PM khng th thc hin c. V vy, phng php x l thng tin l yu t quyt nh trong h thng CRM. Tuy nhin, mt nghch l ang xy ra l: mc d th trng c nhiu PM CRM khc nhau la chn nhng khch hng ch

c tip cn thng tin v phng php x l, thut ton x l nu c yu cu, thm ch ch c sau khi mua sn phm. iu ny hn ch rt nhiu kh nng la chn ca TC/DN. theo thuchanhchungkhoan.com sugarcrm.com.vn ) Posted on December 6, 2010 Cc chin lc marketing truyn thng nhm vo chin lc 4P l gi (Price), sn phm (Product), xc tin thng mi (Promotion) v th trng (Place) lm tng li nhun th trng. T tng chnh ca n l lm tng lng giao dch gia ngi mua v ngi bn. Lng giao dch gia ngi mua v ngi bn c xem nh tiu chun o lng cho hiu nng ca cc chin lc v chin thut kinh doanh. S pht trin ca th trng, cng ngh dn hon thin cc chin lc marketing v y n ln mt tm cao mi, tr thnh mt ngh thut trong kinh doanh. Trong nhng nm gn y, mt chin lc kinh doanh mi c nhc n nh mt s kt hp hi ha gia marketing, bn hng, dch v v cng ngh. l qun l quan h khch hng, thng c bit n di thut ng CRM (Customer Relationship Management). CRM l mt chin lc thu ht, duy tr v pht trin khch hng tim nng. Bng phng php tp trung vo dch v chm sc khch hng (CSKH) nhm to ra s trung thnh ca khch hng vi doanh nghip (DN). Hin nay, trn th gii rt nhiu cng ty xy dng chin lc kinh doanh vi CRM. S kt hp CRM v CNTT (IT) tr thnh cha kha thnh cng trong kinh doanh. Bi vit trnh by khi qut nhng nghin cu v CRM v ng dng ca n trn th gii, phn tch s cn thit ng dng CRM trong kinh doanh Bu chnh Vit Nam, gii thiu gii php h thng CRM v xut cc pha trin khai cho Bu chnh Vit Nam. 1. GII THIU CRM CRM ra i nh du mt bc chuyn i trong cch ngh t chin lc tp trung vo sn phm n chin lc tp trung vo dch v. Vy CRM l g? C rt nhiu hng, cng ty, DN nh hng kinh doanh theo CRM v a ra nh ngha mang tnh nh hng cho mnh. Bn cnh cn c nhng nh nghin cu, nh pht trin phn mm CRM cng a ra nhng nh ngha v lnh vc ny. Nhn chung, mi nh ngha u thng nht nhau. Sau y xin trch dn hai nh ngha in hnh, phn nh y nht v CRM. CRM l mt chin lc kinh doanh nhm la chn v qun l cc mi quan h khch hng. CRM i hi trit l v vn ha kinh doanh hng vo khch hng h tr hiu qu cho marketing, bn hng v dch v (Ben Carman Jason Lather,www.unr.edu )

Mt chin lc kinh doanh n lc tm kim cch ci thin kh nng sinh ra doanh thu v li nhun ca DN bng cch hiu hn v khch hng v phn phi gi tr ti h. y l mt cch dch chuyn t hng vo sn phm sang hng vo khch hng (Vince kellen, www.kellen.net). Cc nh ngha trn v thc t th trng cho thy, khi gi c v cht lng sn phm t n mc bo ha hoc c xu hng kch thch tiu dng km i th vic sn xut sn phm mi cng nh nng cp sn phm c cho khch hng c l mt iu rt ng xem xt. Tuy nhin, khng phi mi khch hng u mang li li nhun nh nhau v v th khng phi mi khch hng u c quan tm cng mt mc nh nhau. Mt khch hng tt l mt khch hng mang li li nhun ln nht vi chi ph nh nht. Vi quan im trn, khch hng cn c hiu mt cch nhn mnh l khch hng tim nng. Do , mt vn vi CRM l nhn din khch hng tim nng, a ra chin lc ph hp nhm cng c lng trung thnh ca h. thc hin mc tiu , chin lc CRM c thc hin bao gm mt chui cc hot ng phn nh chin lc kinh doanh. C th xp cc hot ng ny vo 3 nhm chnh: Marketing, bn hng v dch v hu mi. y chnh l cc yu t chnh trong qu trnh hnh thnh CRM. Vic xy dng, pht trin cc h thng CRM hin nay u da trn trit l v ba lnh vc ny. - Marketing: trong CRM chin lc marketing trc tip ti khch hng c s dng nh mt c trng ni bt. l mt chui cc hot ng kinh doanh c c nhn ha tc ng n khch hng. thc hin c chin lc ny i hi DN hiu v phn on c khch hng trong lnh vc kinh doanh. - Bn hng: mt chnh sch phn phi hp l s gip cho hot ng kinh doanh an ton hn, tng cng kh nng lin kt trong kinh doanh, gim s cnh tranh v lm cho qu trnh lu thng hng ha nhanh v hiu qu. Ngoi cc knh giao dch trc tip v gin tip truyn thng, cc h thng CRM hin i cn cho php kh nng bn hng t ng. - Dch v: l cch thc, phng thc th hin s quan tm ca DN ti khch hng. Mc ch ca dch v l to ra mt s nhn thc v quan h v li ch ca mi quan h gia i bn. Cc hot ng thng thy ca dch v khch hng l: h tr s dng, gii p thc mc, khiu ni Yu t thnh cng c bn ca dch v khch hng l s gii quyt nhanh chng nhng vn ca khch hng, cng nh tip nhn nhng phn hi t pha khch hng.

Hnh 1. Thnh phn CRM theo gc hot ng (Activity) trin khai c mt chin lc CRM cn p dng nhiu cng ngh. Tuy nhin nu cho rng ch cn u t vo cng ngh l c th t c thnh cng CRM mt cch d dng th l quan nim sai lm, bi v CRM khng ch thun ty l p dng cc cng ngh m l mt chin lc kinh doanh kt hp cht ch gia marketing, dch v, bn hng v cng ngh thng tin (CNTT). Khi DN la chn CRM nh l mt chin lc kinh doanh th CRM s chi phi cu trc ca t chc v cng ngh. V sau , cng ngh h tr tr li, lm cho chin lc CRM tr nn hiu qu hn. S nhm ln, nh ng CRM vi cng ngh khng nhng nh hng ti vic s dng ng vai tr ca cng ngh m cn c th lm v ton b chin lc trin khai CRM. Trin khai mt h thng CRM khng n gin l xy dng hay mua mt phn mm v ci t n. Vic la chn cng ngh v pht trin h thng phn mm CRM gn lin vi l thuyt v khch hng ca DN nh: khch hng c phn on nh th no, vng i ca mi quan h vi DN ra sao hay d liu khch hng no c lu tr v cc d liu c thu thp bng cc con ng no. CNTT p dng trong CRM l mt h thng tch hp bao gm cng ngh lu tr, phn tch v khai khong d liu; cng ngh tng tc a phng tin vi khch hng. Vi cc cng ngh lu tr nh c s d liu (CSDL) (database), dataware house DN c th lu tr c chn lc thng tin khch hng mt cch tin cy, an ton vi dung lng ln. Thng tin khch hng chung nht to mi lin h gia marketing, bn hng v dch v. Bn cnh , CRM nhn mnh vo vic s dng chin lc marketing trc tip ti khch hng, bn hng t ng, v CSKH nn nhng cng ngh cho vic tng tc vi khch hng l rt cn thit. Ngy nay, vi cng ngh tin tin khch hng c cung cp rt nhiu knh giao tip nh Web, th in t, in thoi di ng bn cnh knh thoi truyn thng.

Hnh 2. CNTT l nn tng trong chin lc CRM Tiger CRM: Cu ni gia doanh nghip - khch hng - i tc v nh cung cp Gii php qun l quan h khch hng - CRM trn nn vTiger ERP cung cp y cc chc nng gip qun l xuyn sut chu trnh dch v khch hng t trc bn hng (qun l thng tin, lch s lin h, nh gi tim nng...) n tip cn bn hng (qun l lch hn, qu trnh giao dch, c hi m phn...) v sau bn hng (qun l cc yu cu, phn nn t khch hng, qun l trung tm h tr khch hng...) Vi vTiger CRM dch v khch hng ca doanh nghip khng ch hon thin hn m cn gip gia tng doanh thu t a knh bn hng. Cc tnh nng chnh ca Gii php VTiger CRM : Qun l quy trnh nghip v (Workflow): Ngi qun l c th d dng thit k quy trnh lm vic (workflow) v kim sot qui trnh ny di dng ha gip m bo vic x l cng vic c thc hin nht qun v hiu qu. Nhn vin tip qun c th truy cp vo chng trnh c hng dn thng qua cc Workflow (quy trnh) x l cc nghip v lin quan hoc cc th tc ni b. " Phn h qun l quan h khch hng - CRM ca vTiger ERP c th gip nhn vin bn hng qun l mt cch hiu qu v thng minh cc c hi, nhim v, yu cu, v cc sai st ... trong dch v khch hng."

Qun l thng tin lin h v ti khon i tc: Vi vTiger CRM, i tc i din tt c cc i tng m bn c th hp tc kinh doanh. C th l mt khch hng tim nng, mt khch hng c, mt nh cung cp hay ngay c nhn vin lm vic trong cng ty ca bn. Khi nim v i tc y linh hot hn nhiu ng dng qun l khc

bi v i tc c th ph hp vi mt kiu hoc kt hp vi nhiu kiu khc. iu ny gip trnh vn nhp d liu nhiu ln v cung cp linh ng hn nhng c im sn c. V vy mt i tc trong cng mt lc c th l nh cung cp v khch hng. c im ny rt quan trng khi bn c nhiu chi nhnh hoc nhng quyn thng hiu v trong nhng trng hp ny, giao dch gia cng ty m v cc chi nhnh l cc giao dch hai chiu. vTiger CRM cho php lu li tt c thng tin chi tit n tng i tc, cho php phn loi i tc t nhiu ngun khc nhau nh t lin h qua in thoi, qua email, fax, tm trn internet, hoc lin h c nhn ... --> gip qun l v pht trin cc mi quan h ca doanh nghip ti mi khch hng tim nng, khch hng c, khch hng hin ti v cc i tc khc. Bn hng t ng: Qun l u mi bn hng (Leads): vTiger CRM cho php bn chuyn d liu v qun l cc Leads t nhiu ngun khc nhau (nh t cc chin dch tip th, hoc chuyn t website lin h ca cng ty). Sau to mt quy trnh x l t ng nhm theo di, lp k hoch vic cho hng, v chuyn i thnh c hi kinh doanh. Qun l c hi kinh doanh: K hoch tip cn khch hng ph hp gip gia tng li nhun v gim chi ph. VTiger CRM gip qun l cc nhim v chnh nh lu tr thng tin, nhn dng khch hng, u tin x l, giao vic, gii quyt trc trc v lu . VTiger CRM cung cp y cc cng c cn thit gip nh hng cho nhn vin bn hng v nng cao hiu sut b phn kinh doanh. Marketing t ng: vTiger CRM cho php lp k hoch tip th a knh v trin khai chng mt cch hon ho. Gn nhim v v trch nhim theo doanh s d kin, theo cc giai on ca chin dch, theo i tng mc tiu v theo knh. Xc nh cc vn , kh nng trin khai v ti phn b ti nguyn. S dng cc nhm lin h ti u ha phn khc chin lc bng cch khai thc cc d liu ton din v khch hng. vTiger CRM h tr qun l a dng cc knh tng tc vi khch hng nh lin h trc tip, Fax, Phone, n Mobile Marketing - Sms, eMail Marketinggip gia tng hiu qu, rt ngn thi gian marketing v m rng knh thu ht khch hng v bn hng. Chm sc v h tr khch hng t ng: Cha kha cung cp cc chm sc h tr khch hng tt nht l gii quyt cc yu cu ca khch hng mt cch nhanh chng v chnh xc. VTiger CRM cho php nhn vin chm sc khch hng ca bn lm vic v cng hiu qu bng cch cung cp mt h thng tr gip hon chnh cho php nhn vin theo di cc yu cu, cc rc ri, tra cu thng tin v sn phm, dch v vi cc cng c tm kim t kha linh hot.

Chc nng kt ni t ng vi CallCenter gip nhn vin ca bn nm bt c ngay thng tin khch hng khi khch hng gi n. S l mt tri nghim th v i vi khch hng khi nhn vin ca bn nm bt ngay nhu cu v thng tin ca ngi gi n. Theo di lch s giao dch ca khch hng y s cung cp mt bc tranh ton din v mi khch hng, iu ny gip doanh nghip c th cung cp cc dch v khch hng tt hn trong thi gian ngn hn. CRM Dashboard (bn lm vic in t) Khi lm vic, nhn vin ca bn cn mt h thng trc quan cung cp cho h tc th thng tin h cn. Thay v phi tm v s bo co ri rc t nhiu ngun khc nhau, chc nng Dashboard ca VTiger CRM cung cp y cc d liu lin quan thng dng ngay tc th. Vi Dashboard ny nhn vin s c mt ci nhn ton din nht, xem ton b cng vic ca h trn mt mn hnh duy nht. Ngoi ra Dashboard cn cung cp cc biu phn tch tng hp nh d bo bn hng, sn phm bn chy, doanh s trong k cng cc bo biu phn tch chuyn su khc, gip ngi qun l nhanh chng c ci nhn tng quan v tnh hnh hot ng ca doanh nghip ra quyt nh nhanh chng. Kh nng gn kt ca cc phn h khc nhau trong vTigerERP gip doanh nghip tng bc xy dng h thng qun l ton din, ti u ch cn bt u vi mt phn h duy nht. Ti liu ny c s dng Flash Player. Nu my bn cha c, hy bm vo y ci t Flash Player 7.0