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Bi hc khi s dng h thng CRM (CRM Vit Nam) - Doanh nghip trin khai h thng CRM lun c mong

mun s nng cao hiu qu v nng sut lm vic trong doanh nghip, c c li th cnh tranh so vi i th, bn cnh cc mc tiu nh pht trin mi quan h vi khch hng, phc v v chm sc khch hng tt hn. Tuy nhin, c c thnh cng trong vic la chn v trin khai h thng, c nhng bi hc m doanh nghip phi thc s lu nhm trnh khi nhng tht bi khng mong mun. Trc ht, vic la chn mt h thng CRM ph hp khng phi d dng, i khi mt h thng c cho l ph hp li khng mang li nhiu kt qu v gi tr nh mong i. Thc ra, i vi h thng CRM, cn phi chn la nhng h thng c chc nng c bn. Nu khng trin khai mt h thng, mt m hnh CRM ph hp vi nhu cu hin ti ca doanh nghip cng nh ph hp mt cch tng i cho cc yu cu trong tng lai, th ch doanh nghip s mt khng t chi ph nhm ci thin h thng. y chnh l yu t u tin cc doanh nghip cn phi cn nhc, bn cnh yu t gi c. Bn cnh , khng phi h thng CRM no cng c nhng c tnh ging nhau, khi trin khai mt h thng, thng thng doanh nghip cn c nhiu s iu chnh nhm lm cho h thng tr nn hu ch hn, ph hp hn vi nhu cu thc t ca doanh nghip, tuy nhin khng phi h thng no cng c tnh thch ng cao. Chnh v th, xem xt n tnh linh hot ca h thng cng l rt quan trng. trnh tnh trng ny, doanh nghip cn xc nh r nhu cu ca mnh khi b tin ra mua mt phn mm no , d l c qung co l ht sc ph hp vi nhu cu thc t ca doanh nghip. Nu khng cn thn trong khu chun b, xc nh nhu cu v mc tiu, doanh nghip chc chn s phi c nhiu iu chnh
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trong thi quen, thm ch l vn ho kinh doanh ca doanh nghip mnh khi trin khai mt h thng hon ton mi. D thay i l tt yu, nhng doanh nghip nn hn ch iu ny cng nh tit kim chi ph, thi gian v hy cho h thng bn mua v phc v nhu cu ca bn mt cch hu ch nht. Ngoi ra, rt nhiu doanh nghip cn khng nhn thc c tm quan trng ca o to trc v sau khi trin khai h thng. Cn nh rng, nhng chng trnh o to ph hp s m bo nhn vin cng nh cc phng, ban c trang b kin thc v h thng nh cng dng, cch vn hnh, Khng ch ch tm n qu trnh o to trc khi trin khai, doanh nghip cng nn c k hoch o to cho nhn vin, cn b trong sut qu trnh p dng h thng, gip cho h lun c cp nht v tr nn t tin hn khi s dng. p dng h thng CRM, ng ngha vi vic doanh nghip c kh nng s hu mt kho d liu s, v lun c cp nht v khch hng. Tuy nhin, vn t ra l doanh nghip khai thc c g t nhng d liu y, do vy, nhng bn bo co thng tin l rt cn thit v hu ch, n cho bit doanh nghip c c g t nhng thng tin u vo ca khch hng, t c thm nh hng cho cng tc pht trin, ci thin sn phm cng nh dch v cung ng cho khch hng. Mt yu t na doanh nghip cn quan tm, l h thng CRM ch c coi l c trin khai mt cch ton din khi n c ban qun l s dng nhm nh gi kt qu lm vic ca cp di. Nu tn dng tt nhng bi hc trn y, cng nh lun sng to v khng ngng to thm gi tr cho doanh nghip t mt h thng c sn, chc chn doanh nghip s thu c nhiu li ch, khuyn khch tinh thn lm vic ca nhn vin cng nh lm hi lng khch hng.

www.crmvietnam.com Viettel Distribution Center p dng thnh cng h thng CRM Thng 6/2011, Trung tm Phn phi Viettel (Viettel Distribution Center) trin khai xong h thng Qun l Quan h Khch hng (Customer Relationship Managerment CRM) ni b trn ton quc. Cc v tr nhn vin cng hon tt vic o to nghip v v vn hnh h thng, khai thc trit khi d liu dng chung nhm nng cao hiu qu v nng sut lm vic, to li th cnh tranh.

Bt u trin khai t 1/5/2011, h thng CRM ca Trung tm Phn phi Viettel c my ch t ti H Ni. Ngi dng ti 3 min c s dng phn mm web-base trn nn h iu hnh m ngun m. Phn quan trng nht hin Trung tm ng dng l kh nng qun l cc c hi bn hng cho tng i l da trn d liu khch hng. Theo , mi c hi bn hng s ng vi tng khch hng trong c s d liu, mi giao dch bn hng s xut pht t c hi bn hng, ri chuyn ti cc giao dch khc nh bo gi, hp ng, phiu xut kho (theo ng quy trnh chun ca mt h thng CRM).

p dng h thng CRM, ng ngha vi vic tt c cc nhn vin kinh doanh c s hu mt kho d liu s, v lun c cp nht v khch hng. Vi h thng hin ti, d liu khch hng v c hi bn hng c qun l tp trung v phn quyn. D , cc nhn vin c th chia s c hi bn hng, cn b qun l ch cn ng nhp phn mm l c th xem c tt c thng tin v nhng c hi bn hng m cc nhn vin ca mnh ang lm, t l thnh cng v kt qu ca cc c hi y, rt thun li trong vic h tr nhn vin gii quyt v ra cc quyt nh ph hp. Ngoi ra, c s d liu khch hng c qun l chi tit s gip nhn vin c th theo di v cp nht chi tit ti tng khch hng ca mnh, gip vic phn loi, nh gi v chm sc khch hng c thun li hn. y l li ch m phng n qun l d liu vi cc file n l da trn Word, Excel trc y khng th c c. Ton b nhn vin kinh doanh, k hoch kinh doanh cng nh marketing ca Trung tm Phn phi Viettel c o to trc v sau khi trin khai h thng. Nhng chng trnh o to ph hp m bo nhn vin cng nh cc phng, ban c trang b kin thc v h thng nh cng dng, cch vn hnh, gip cho mi ngi lun c cp nht v tr nn t tin hn khi s dng. Theo eFinance Online

Cng ty chng khon u tin trin khai Dynamics CRM VnDirect, cng ty hot ng trong lnh vc mi gii v lu k chng khon, khng nh trin khai thnh cng gii php qun l quan h khch hng Dynamics CRM ca Microsoft ti VN. ng Nguyn Hong Giang, Tng gim c VnDirect, cho hay qun l, chm sc v p ng nhu cu ca hn 35.000 khch hng hin ti, h cn mt h thng linh hot v d s dng. Sau nhiu thng nghin cu, VnDirect chn Dynamics CRM. Ch sau hn mt thng lm quen, nhn vin VnDirect s dng thnh tho h thng Dynamics CRM, ng thi x l tt yu cu ca khch hng trn ton quc".

"D mi ch s dng 10% kh nng h thng CRM, VnDirect vn c th thc hin trch xut bo co thng tin lin quan n cc giao dch trn h thng khch hng nhanh hn. Vic tip cn tng khch hng nhm cung cp thng tin ph hp vi nhu cu c th cng hiu qu hn nhiu. chnh l li th chng ti c c so vi cc i th cnh tranh hin nay", ng Nguyn Hong Giang cho bit thm. Microsoft Dynamics CRM l b gii php qun l ti chnh, quan h khch hng v chui cung ng cho doanh nghip, cho php tit kim thi gian, chi ph v ti a ha li ch ca vic u t cng ngh nhm thc y hiu qu kinh doanh. ng dng ny h tr gii quyt nhu cu ca doanh nghip trong nhiu lnh vc nh qun l ti chnh, phn tch, qun l ngun lc, qun l d n v nghip v k ton, qun l mi quan h khch hng, sn xut, chui cung ng, thng mi in t, qun l phn phi v nhiu ng dng khc. Gii php ny c giao din Microsoft Outlook quen thuc vi ngi s dng. im ni bt ca Dynamics l hp l ha quy trnh vn hnh nghip v t hiu qu tt hn, nng cao chc chn trong vic a ra cc quyt nh ng lc v to ra nhiu n hng hn trong khi vn m bo mc bo mt thng tin tt nht. ng Malcolm De Silva, Tng gim c Microsoft Vit Nam, khng nh: "Cc gii php qun l doanh nghip trong b Microsoft Dynamics hot ng theo cng phng thc hot ng ca gii php cng ngh hin hnh m khch hng ang s hu, nn d dng tch hp vi h thng hin hnh ca doanh nghip. Chnh yu t ny mang n cho cc khch hng kh nng tn dng mc ti a cc khon u t vo cng ngh trc ca khch hng. Vi Dynamics CRM, khch hng c th b qua ni lo ngi v vic b ph ti nguyn u t v hn th l vn tng hp h thng". Dynamics CRM hin c hn 250.000 cng ty trn ton th gii trin khai cn ti Vit Nam cng c khong 10 cng ty trong lnh vc ti chnh - chng khon nh ngn hng ACB, Sacombank... ang xem xt ng dng gii php ny.

Qun l quan h khch hng hay CRM (Customer relationship management): l mt phng php gip cc doanh nghip 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.
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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. Qun l quan h khch hng cung cp mt h thng ng tin cy, gip qun l khch hng v nhn vin, ci thin mi quan h gia nhn vin vi khch hng. Mt chnh sch quan h khch hng hp l cn bao gm chin lc o to nhn vin, iu chnh phng php kinh doanh v p dng mt h thng cng ngh thng tin ph hp. Quan h khch hng khng n thun l mt phn mm hay mt cng ngh m cn l mt chin lc kinh doanh bao gm c chin lc tip th, o to v cc dch v m doanh nghip cung ng ti khch hng. Doanh nghip c th la chn mt gii php quan h khch hng hp l da trn tiu ch t khch hng v tr trung tm, quan tm ti nhu cu ca khch hng nhm t c mc ch l duy tr mi quan h tt vi khch hng v t c li nhun ti a trong kinh doanh. Tm li, CRM l tp hp cc cng tc qun l, chm sc v xy dng mi quan h gia cc khch hng v doanh nghip. iu kin CRM thnh cng

Xy dng c tm nhn CRM:

C ngha l xc nh c v tr ca doanh nghip trn th trng, nh hng phn on khch hng, thit lp cc mc tiu v khch hng, nh ra thc o gim st hot ng ca chin lc.

S thng nht trong ni b:

Khng ch ring CRM m tt c cc chin lc mt khi trin khai cn phi c s thng nht t cp lnh o cao nht n cc nhn vin bnh thng. Phi nhn nhn CRM nh mt chin lc chung, mt cng vic chung lin quan n mi c nhn trong doanh nghip. Nu doanh nghip mi ch chm chng nhng bc u tin p dng m hnh CRM, iu cn thit phi t chc mt cuc hp gia cc phng, ban, b phn trong doanh nghip, h ni ln nhu cu ca mnh v CRM. T , qun tr vin c th bit c cc b phn cn nhng g t CRM, cn nhng g trin khai thng sut CRM trong tng b phn . C th c nhiu kh nng, s thy nhng nhu cu, iu kin ca cc phng, ban, b phn ra l rt khc nhau.
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Vai tr ca qun tr vin l phi dung ho c nhng mu thun , p ng c nhng iu kin c bn, c th khc nhau, ca cc phng, ban, nhng vn m bo h thng CRM thng nht trong ton doanh nghip.

Khng nn chy theo tro lu hi-tech khi low-tech vn hot ng tt:

Cc t chc p dng thnh cng CRM lun tm kim phng n n gin nht, tit kim chi ph nht khi trin khai k hoch CRM. Mt gii php low-tech n gin v thn thin vi tt c mi ngi, t nhn vin n khch hng ca doanh nghip, vn s hiu qu hn mt gii php hi-tech cng knh, tn km v km thn thin.

Vn ha doanh nghip v CRM:

Mt h thng CRM khng ch l mt gi phn mm mi. l c mt thay i v t duy chin lc, v cch thc kinh doanh, v cch qun l nhn s. Thnh cng vi m hnh CRM phn ln nh vo nhng cng nhn vin sn sng chia s thng tin v khch hng v i tc. Tinh thn cng tc ny cn phi c hun luyn bi bn v thng nht. Cc nhn vin c th ngh rng khi chia s thng tin, h ng thi nh mt c hi cho ngi khc. Tuy nhin, nu cng nhn vin hiu rng CRM to nn c hi cho tt c mi ngi, t l thnh cng s tng ln r rt. Do , iu cn thit l cho mi ngi thy mt v d thc t, khi chia s thng tin lm li cho ton b cng ty. Vic qun l phi hng ti mc ch xy dng vn ho doanh nghip da trn nn tng li ch ca doanh nghip t bn trn li ch c nhn. t c mc tiu ny, cng nhn vin - nhng ngi s dng CRM, phi thy bng chng thc s rng thng tin m h chia s c s dng thc y cc hot ng kinh doanh, v c thm mt i tc mi s em li li ch cho tt c mi ngi trong cng ty. Nguyn nhn tht bi trong qu trnh trin khai CRM

Cha tht s t khch hng v tr trung tm:

C th v qu ch trng vo cng ngh v chin lc, doanh nghip qun i v tr trung tm ca khch hng. c c nhng thnh cng nht nh khi trin khai CRM, doanh nghip lun cn ch trng n vic xy dng mi quan h di lu, bn vng vi khch hng bi CRM chnh l cu ni gia doanh nghip vi khch hng, gip doanh nghip hiu c nhu cu v nm bt thng tin ca khch hng nhanh hn, chnh xc hn, v quan trng l mi s thay i, ci tin cn bt ngun t nhu cu ca khch hng.
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Qu vi vng trong qu trnh trin khai CRM:

V pha doanh nghip, nu trong qu trnh p dng CRM, doanh nghip khng ch trng vo vic o to nhn vin, trong khi nhn vin c c hiu bit tt nht v khi nim, cng dng cng nh cch thc trin khai CRM th mi c th phc v khch hng d dng, th khng th em li thnh cng cho doanh nghip. i vi khch hng, d doanh nghip c p dng m hnh no, nhng quan trng nht l h khng phi gp nhiu tr ngi trong vic tip cn nhng thng tin t pha doanh nghip v c cung cp nhng dch v tt nht. C th ni CRM l mt chin lc di hn gip doanh nghip t c nhng mc tiu di hn. Do , khi p dng n cng i hi s kin nhn s dng, h thng kh phc tp nhng khng phi khng c p dng thnh cng. Nu c trin khai mt cch hp l, hiu qu, hn ch ti a sai st ti doanh nghip, CRM s em li li nhun cho cng ty, khng ch di hnh thc vt cht m quan trng hn l s trung thnh ca khch hng. y mi chnh l ti sn v gi ca doanh nghip.

Cc nhn t to nn mt h thng CRM thnh cng Nh chng ta bit, chin lc CRM l nhn t quyt nh s thnh bi trong vic trin khai h thng ny. Bn cnh , vn cn nhng nhn t khc tc ng n CRM. Chng ta s tp trung tm hiu 3 nhn t quan trng nht, rt nhiu doanh nghip trin khai CRM thnh cng, vi mc li nhun u t cao, u c c im chung l 3 nhn t c bn ny. 1. Thng nht ni b v chin lc CRM. CRM l mt chin lc chung v lin quan ti mi c nhn trong doanh nghip ca bn. iu ny c ngha l bn v cc nhn vin trong doanh nghip phi thit lp c s thng nht ni b xung quanh CRM. Nu doanh nghip ca bn mi ch chm chng nhng bc u tin p dng CRM, bn cn t chc mt cuc hp gia cc phng, ban, b phn trong doanh nghip, h ni ln nhu cu ca mnh v CRM. Bn s bit c h cn nhng g t CRM, h cn nhng g trin khai thng sut CRM trong b phn ca h. Bn c th, v nhiu kh nng, s thy nhng nhu cu, iu kin ca cc phng, ban, b phn ra l rt khc nhau. Vai
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tr ca mt nh qun l th hin ch bn phi dung ho c nhng mu thun , p ng c nhng iu kin c bn, c th khc nhau, ca cc phng, ban, nhng vn m bo h thng CRM thng nht trong ton doanh nghip. 2. ng chy theo tro lu hi-tech khi low-tech vn chy tt: Ti nh my sn xut ca hng ch to xe my ni ting Harley-Davidson Milwaukee, vo ma h, ngi ta thng m cnh ca kim loi to ra gi v lung khng kh mt m bui ti la vo. Nhng cnh ca khng ch n gi, m thnh thong cn cho nhng th khc, v d nh con chn hi, chui vo. H thm ch lp mt i xem xt v tm phng n gii quyt vn vi nhng con chn hi ny. Sau khi cn nhc nhng ci li v hi nu lp mn che, hay khng m ca na, h i n quyt nh ti u khng lm g c! Nghe tht n gin, nhng l cch hp l nht. Khi chn hi m vo nh my sn xut, c mc k n ri n s i ra, c th chn hi cng thch xe Harley, nhng n chc chn khng li lu trong nh my. y l mt v d rt th v v low-tech chy tt. Cc t chc p dng thnh cng CRM lun tm kim phng n n gin nht khi trin khai k hoch CRM ca h. Mt gii php low-tech nhng n gin v thn thin vi tt c, nhn vin ln khch hng, hiu qu hn mt gii php hi-tech cng knh, tn km v km thn thin. 3. Vn ha doanh nghip v CRM Mt gii php CRM khng ch l mt gi phn mm mi. N l c mt thay i v t duy, v cch thc kinh doanh, v cch qun l nhn s. Thnh cng trong p dng CRM nm trn i vai ca nhng cng nhn vin sn sng chia s thng tin v khch hng v i tc. Tinh thn cng tc ny khng phi n gin m c. Cc nhn vin c th hoi nghi rng khi chia s thng tin, h chng khc g em c hi dng cho ngi khc. Tuy nhin, nu bn lm cho cng nhn vin hiu rng CRM to nn c hi cho tt c mi ngi, t l thnh cng s tng ln r rt. Do , mt vic quan trng bn cn lm l cho mi ngi thy mt v d thc t, khi chia s thng tin lm li cho ton b cng ty, vi ngha bao gm tt c cng nhn vin ca n. Vic qun l phi hng ti xy dng vn ho doanh nghip da trn nn tng li ch ca doanh nghip t trn li ch c nhn. t c mc
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tiu ny, cng nhn vin - nhng ngi s dng CRM, phi thy bng chng thc s rng thng tin m h chia s c s dng thc y cc hot ng kinh doanh, v c thm mt i tc mi s em li li ch cho tt c mi ngi trong cng ty. C th mt nhiu thi gian, nhng khi xy dng c vn ho doanh nghip nh vy, bn s khng ung cng. Hong Nam ( Tc gi crmvietnam.com )

Nh h thng CRM, nhn vin giao dch s d dng nhn ra nhiu i tng khch hng, phi hp vi cc b phn k thut khc trong cng ty thc hin cc hot ng maketing, bn hng v cung cp dch v ph hp, nhm ti u ho li nhun v mang li s tho mn cao nht cho khch hng.

CRM cn gip ban lnh o cng ty xem xt, nh gi hiu qu cng vic ca cc nhn vin a ra c cc chnh sch khen thng hoc k lut. Nhn chung, CRM c cc chc nng sau: Chc nng Giao dch: CRM hot ng tng t nh i vi chng trnh Outlook ca Microsoft. N cho php bn giao dch th in t trong mng li
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ngi s dng CRM, ng thi giao dch th tn vi bn ngoi nh khai bo cc ti khon POP3. Chc nng Phn tch: CRM cho php cng ty to lp v phn tch thng tin qun l v theo di nhng vic cn lm, chng hn cng vic din ra vi khch hng no, trong bao lu, thuc d n hay ti no, do ai chu trch nhim... Chc nng Lp k hoch: CRM gip bn b tr lch lm vic cho c nhn, cho tp th, gm lch hng ngy, lch hng tun v lch hng thng. Chc nng Khai bo v qun l: CRM cho php khai bo v qun l cc mi quan h vi khch hng nm c l i tng no trn c s nhng thng tin h s n gin v h. CRM s gip xc nh c nhng khch hng no thng xuyn quan h vi cng ty, cng ty c nhng cuc hn lm vic vi khch hng no, khch hng l i tc lin quan ti k hoch no cn u tin... Chc nng Qun l vic lin lc: CRM cho php qun l v theo di cc cuc gi in thoi trong cng ty, gip bn t c k hoch vo nhng thi gian no cn gi cho ai, gi trong bao lu v bn thc hin cha hay qun mt... Chc nng Lu tr v Cp nhp: CRM cho php bn c v ghi ti liu d l bt c dng vn bn g, nh , ngi s dng h thng CRM c th chia s vi nhau v cc ti liu dng chung, nhng ti liu cn cho mi ngi tham kho. c bit khi nhn vin i cng tc xa, anh ta vn s dng c mt cch d dng kho ti liu chung ca cng ty mnh, ng thi c th gi vo nhng h s ti liu mi cho ng nghip bt chp khong cch a l... C th ni, CRM loi b hon ton vic gi vn bn nh km qua th in t n vi mi ngi mt cch ri rc nh trc y. Chc nng H tr cc d n: CRM cho php khai bo v qun l thng tin cn thit v nhng d n m cng ty bn cn lp k hoch v trin khai. Cng vi nhng thng tin chnh v d n, bn c th qun l danh sch cc thnh vin tham gia d n, h thuc cc cng ty no, tin trnh cng vic din ra nh th no, thi im cc cuc hn ra sao, cc hp ng no cn k kt.... Bn cng c th phn chia d n thnh cc d n nh hn v ln lch trnh thc hin chng. Chc nng Tho lun: CRM to ra mi trng giao lu thng tin cng khai trn ton h thng thng qua vic vit tin, tr li tin... CRM c th gip tng nhm ngi trao i trc tuyn th hin quan im, kin ca mnh v mt vn no , bt k h ang ngi ti c quanhay ang i cng tc.
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Chc nng Qun l hp ng: CRM cho php qun l danh sch cc hp ng km theo, d l nhng nguyn bn hp ng lu di dng PDF. Chc nng Qun tr: CRM cho php cc nh qun tr cng ty xc lp vai tr v v tr ca nhng nhn vin bn hng, nhn vin quan h khch hng, qua qun l v pht huy ht vai tr ca h. Theo phuoctin.com.vn VS khc nhau gia CRM v PRM - Hin nay, cc cuc tranh lun v s khc nhau gia Qun l quan h i tc (Partner Relationship Management - PRM) v Qun l quan h Khch hng (CRM) ang ngy mt tng ln, khi ngy cng nhiu doanh nghip s dng cc knh thng tin gin tip t mc ch doanh thu. Cng ty u t Morgan Stanley tng d on rng cho n nm 2005, 65% doanh thu ca cc cng ty s t c t cc knh thng tin ny. Bi vy, doanh nghip u t vo cc h thng ny ang c gng quyt nh xem liu cc gii php c th ph hp qun l i tc nh mt dng khch hng hay khng. Nhn b ngoi, iu ny c v hp l. V c hai h thng u c thit k phc v cho vic qun l s phn phi, cc c hi v hp ng. Tuy nhin s khc nhau gia cc qu trnh lm vic trc tip v gin tip l rt r rng, nn ta c th d dng thy rng iu ny l khng ph hp. So snh s khc nhau gia qun l quan h khch hng v qun l quan h i tc cng ging nh so snh s khc nhau gia ci xe bus v my bay. C 2 u c thit k ch hnh khch. Tuy nhin, xe bus i trn ng b, cn my bay li bay trn khng. V gi s c gn cho chic xe bus mt i cnh th cng khng th gip n bay ln c. CRM c thit k qun l s bn hng trc tip gia i din bn hng v ngi mua. Cn PRM li c thit k qun l mt h thng phc tp bao gm cc t chc i tc c lp. Trong mt mu hnh doanh nghip trc tip, tng nh qun l cung cp phn mm lm vic trc tip vi tng i din bn hng. Nhng trong mt mu hnh doanh nghip gin tip, cc nh qun l knh thng tin lm vic vi rt nhiu i tc khc nhau v cc i din bn hng lm vic vi rt nhiu cng ty cung cp c mt b cc sn phm gii php cho khch hng.
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Mi i tc u c cc cch kinh doanh khc nhau. Cc qu trnh lm vic vi i tc v khch hng him khi tng ng nhau. iu ny khin cc thng tin nh gi v bo co hu nh l khng th. Mt quy trnh hon chnh gia cng ty cung cp phn mm, i tc v khch hng cn tng quan vi nhau. Cc h thng CRM khng c thit k ng u vi mc kh khn . Mun qun l gin tip cc mi quan h lm n, cc doanh nghip cn h thng PRM tp trung cc nh cnh tranh. CRM v PRM hon ton khc nhau. C CRM v PRM u c ch ng cho ring mnh. C 2 mu hnh doanh nghip (trc tip v gin tip) u cn cc h thng ny c th lm vic hiu qu. Liu cc h thng CRM c ph hp cho cc quy trnh gin tip khng? Thc t l khng. Cc h thng ny khng c thit k ng u vi kh nh th. iu chnh CRM tr thnh PRM cng ging nh gn cho xe bus mt i cnh vy. Ngc Huyn ( Tc gi crmvietnam.com ) C s xy dng chin lc CRM - H thng CRM h tr cc doanh nghip trong qun l dch v khch hng, n va l chin lc kinh doanh, va l cng ngh, phn mm. Chin lc l yu t quyt nh ti tnh hiu qu ca ton b h thng CRM; v cng ngh, phn mm ph thuc cu trc t chc ca bn, m cu trc t chc li ph thuc chin lc CRM. Nh vy sc mnh ca h thng CRM trc tin phi n t chnh chin lc CRM. Chin lc CRM, ni mt cch n gin, l nhng mc ch, d nh, k hoch ca bn v CRM - qun l dch v khch hng. Ch khi bn vch r k hoch ca mnh, bn mi c th la chn c mt cng c CRM thch hp. Thc ra, nhng vt dng vn phng n gin cng c tc dng nh mt cng c CRM i vi bn. Ly v d, mt quyn s nh c lch v ghi a ch, ghi ch, cng gip bn qun l v ln k hoch cho mnh. Hoc hin i hn, bn s dng PC, laptop, hay PDA, sp xp qun l mi cng vic. Nu bn khng xc nh c bn s lm g vi cng c mnh s dng, th mt chic laptop cu hnh hi-end cng ch l lng ph. Nhng khi bn xc nh c bn cn g, v chn c cng c thch hp cho nhu cu ca mnh, th mt quyn s nh & mt tp Post-it notes cng c th tr thnh mt cng c CRM mnh m chng km mt chic laptop.
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V d ngay ti Vit Nam, c mt s trng hp, ngi ta mua PDA ch ra dng doanh nhn, trong khi ci h cn ch l gi & nhn tin, m 2 tnh nng ny mt chic PDA gi hn chc triu ng cng khng mnh & tin li bng mt chic Nokia 6030 gi ch trn 1 triu ng. Trong nhng trng hp , ngi ta mua PDA ch v xu hng, v thy nhiu doanh nhn khc dng PDA, ch khng phi v bn thn h cn mt chic PDA. Nhng vi nhiu ngi khc, mt chic latop gi 2000 USD vn rt phi chng, mt khi h bit mnh cn nhng g, v h bit chc rng chic laptop c th p ng nhu cu ca h. iu tng t i vi cc phn mm CRM. Mt gi phn mm CRM ti tn ca Oracle gi 500.000 USD l mt mn hi nu bn tn dng ht kh nng ca n, nu khng, ch l mt mn chi v dng v t tin. Khi xc nh chin lc CRM, bn hy bt u t nhng khch hng ca mnh, bt k h l doanh nghip, t chc, hay c nhn. V hy vch ra mt chin lc CRM da trn thc tin tnh hnh kinh doanh ca mnh, trnh vin vng hay lng ph. c c p n v chin lc CRM, hy t ra nhng cu hi, v tm kim cu tr li: - V sao khch hng mun lm n, giao dch vi bn? - Trong giao dch khch hng, bn nn chm sc, qun l thng tin khch hng nh th no? Sao cho bn hiu hn v ci khch hng cn & mun, v c th p ng nhu cu khch hng tt hn na? - iu g s thc y khch hng tip tc lm n vi bn trong tng lai? - Nhng thng tin g c th gip bn kch thch khi lng giao dch ca khch hng vi mnh? Nhng cu tr li cho nhng cu hi trn y s l nn tng cho bn xy dng chin lc CRM. V hy nh rng, ton b i ng nhn vin ca bn, ai cng phi nm r chin lc CRM vch ra, ai cng phi nm r v cng c CRM chn. Khi , bn hay bt k nhn vin no khch, u m bo c hot ng chm sc, qun l dch v khch hng mt cch tt nht. Hong Nam Sai st trong trin khai CRM - Trin khai mt h thng CRM thnh cng khng ch da vo nhng h tr v mt cng
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ngh m cn l mt "ngh thut" v i khi thnh cng c c cn cha ng c s mo him. B ra khng t tin cp nht nhng phn mm CRM mi nht, khng ai li mun phi chu tht bi, bi vy cc doanh nghip nn trnh 3 sai st sau y khi trin khai CRM

Sai st th 1: Khng Xy dng gi tr ring ca doanh nghip Xy dng v xc nhn gi tr ring s to nn im khc bit v ni bt ca doanh nghip so vi cc i th cnh tranh v cng khng nh vi khch hng rng h tht sng sut khi tr thnh i tc ca cng ty. Bn cnh , doanh nghip cn a ra nhng l do nhm thuyt phc khch hng c th thit lp mi quan h lu di vi h. Khng ch vy, doanh nghip cn cn xc nh nhu cu ca khch hng, bi c nhng khch hng mong mun c c mi quan h mt thit vi cng ty nhng mt s khc li ch mun xy dng mi quan h lm n thng thng. Chnh bi vy, doanh nghip phi thc s linh hot trong vic p ng nhu cu ca nhiu nhm khch hng khc nhau. Nu doanh nghip p dng cng ngh CRM nhm cung cp nhng dch v khch hng n nhiu i tng, bao gm c nhng khch hng khng c nhu cu th chc chn s gp phi nhng tc dng khng mong mun. Sai st th 2: p dng cng ngh khng ph hp vi phong cch lm vic ca doanh nghip Rt nhiu doanh nghip trin khai CRM b l thuc vo cng ngh, khng xem xt n chuyn quy trnh v cch thc hot ng trong doanh nghip c ph hp vi cng ngh hay khng. Nhng cng ty cho rng h ch vic mua mt phn mm CRM mi nht, hin i nht gip tng cng mi quan h gia doanh nghip vi khch hng, kinh doanh hiu qu hn v yu cu nhn vin bn hng cng nh nhn vin chm sc khch hng phi thay i cch lm vic cho ph hp vi cng ngh mi. Tuy nhin, c th thy y l cch lm khng khoa hc, tn km bi nhn vin s rt kh khn c nhng thay i kp thi c v tc phong, thi quen cng nh vn ho lm vic. Thay vo , cc doanh nghip c th t ra quy trnh lm vic cho cc nhn vin, gip h lm quen vi quy trnh ri mi ng dng mt cng ngh CRM ph hp nht c th, bi nhn vin cng c th thch ng cao th kh nng thnh cng khi trin khai CRM cng ln.
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Sai st th 3: p dng chnh sch ging nhau cho cc i tng khch hng Doanh nghip khng th bit ht mi iu v khch hng ca mnh m ch c th n lc tm hiu c nhiu nht c th, xy dng nhng dch v chm sc khch hng mt cch ph hp, p ng c nhu cu c th ca tng nhm khc nhau, ng thi xy dng nhng chnh sch gii quyt cc vn ca khch hng. iu cng c ngha doanh nghip khng th p dng cc chnh sch ging nhau i vi khch hng bi h lun c nhu cu khc nhau v yu cu nhn c nhng s chm sc c bit. Trin khai h thng CRM mt cch tp trung, c h thng trong ton doanh nghip v trnh 3 sai st trn y, doanh nghip s c th iu hnh hot ng mt cch d dng hn v quan trng l c thm nhiu khch hng trung thnh, tng doanh thu v tng li nhun. Nh Qunh ( Tc gi crmvietnam.com ) yu t con ngi trong CRM Yu t con ngi l mt trong nhng yu im ca tin trnh p dng Custumer Relationship Management (CRM) trong doanh nghip. y, bn cn hiu bit thu o v nm vng cc mc tiu kinh doanh ca cng ty, cng nh nhng gi tr m CRM hng ti. Yu cu t ra l bn, vi t cch mt nh qun l cp cao, cn tham gia ngay t thi im trin khai CRM v phi dnh u tiu cho cc hot ng nhm ti u ha qu kt qu ca h thng CRM.

Li khuyn cho cc nh qun l Thnh cng i hi phi c s quan tm t pha cc nh lnh o hng u. Cc d n CRM phi c ng thi cc chuyn gia cng ngh v qun l kinh doanh chp thun. CRM ca bn s tht bi, nu n ch gii hn trong khun kh lm vic ca cc chuyn gia IT m thiu s tham gia tch cc ca cc nh lnh o. Ngc li, vic ch cc nh lnh o c mt trong cc d n CRM tuyn dng nhn vin bn hng v tip th cng s lm cho CRM gp nhiu tr ngi. Mt chng trnh CRM thnh cng i hi cng ty bn phi ng lng th hin s
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quyt tm tr thnh mt t chc ly khch hng lm trng tm. iu ny c ngha l bn cn dnh nhng u tin hng u cho vic tm hiu nhu cu, s thch ca khch hng, t khng ngng ci tin sn phm/dch v v quy trnh kinh doanh sao cho ph hp vi nhng g khch hng mong mun. Chng trnh CRM cng lun u tin ti vic phn tch v tng hp cc thng tin m chng trnh thu thp c t khch hng, ng thi ch trng yu t thi gian v s n lc ca con ngi ch khng tn dng u th tin bc v cng ngh. CRM lm bn mun lng nghe khch hng. Cc chng trnh CRM hng ti i tng m bn v cng ty bn ch c th tc ng, ch khng th kim sot: cc khch hng. V vy, bn cn thng qua CRM lng nghe khch hng, quan st hnh vi ca h v s dng nhng thng tin nh hng qu trnh pht trin v giao nhn sn phm/dch v. i vi mt s cng ty, CRM bao gm nhiu phn on c tu bin khc nhau theo yu cu ca c nhn khch hng. Kh nhiu nh qun l kinh doanh cp cao ca bn tin rng h thuc lng nhng g khch hng mong mun v bit cch xc nh li hnh x ca cng ty i vi khch hng. Tuy nhin, cc chng trnh CRM hp l v hiu qu thng c thc hin theo nguyn tc va hc va lm, ngha l c thit k da trn nhng chun mc v gi thit v thi v hnh vi ca khch hng, sau th nghim chng trnh CRM ny vi nhng khch hng thc t. iu ny khng n thun l vic thay i tn gi trong cc s , m vi cch thc tip cn ny, bn phi tnh n kh nng - t nht l vo lc u - gi thit ca bn c th sai. Khi , bn bt u iu chnh da trn nhng g xy ra trong thc t v xy dng mt khi nim mi thch hp hn. Khi cc chng trnh tip th v bn hng bt u hot ng, kinh nghim ca bn s c chia s vi cc b phn khc trong cng ty. V nhng th nghim mi s li bt u. Cha kho y chnh l vic cc cuc th nghim v s gi nh s thay th hot ng iu hnh t cc phng hp. Bn nn th nghim ton b chng trnh CRM vi khch hng thc t ca mnh. Nhng li khuyn cho gim c thng tin a dng ho cc k hoch, ch khng phi cc c hi. Bi v cc nh lp trnh CRM bt u t nhng gi thuyt, nn bn hy to dng mt mi trng gi nh th nghim cc quy trnh mi, cc knh phn phi mi v cc phng tin truyn thng mi trc khi quyt nh u t quy m vo cc phn mm. Cc h thng giao dch, v d trung tm in thoi khch hng hay phn mm bn hng

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t ng, u c th l cc phng th nghim nh, ni bn s nh hnh v th nghim mt ng dng mi no m bn va pht trin. Chp nhn yu t khng th chp nhn. Hy cung cp nhng bin php thc hin, nhng ng p buc nhn vin ca bn lm theo nhng tiu chun cng nhc. Bn cn chp nhn mt thc t l cng ty ca bn c th khng xc nh c nhng khi nim kinh doanh then cht (khch hng hay sn phm) mang li li ch di hn. Quan trng hn, khi nim v khch hng ng vi cng ty ny nhng cha chc s ng vi cng ty khc. ng vin s hp tc gn kt. Hy ng vin mi ngi tho lun v nhng phn ng c th xy ra ca khch hng i vi chng trnh CRM ca bn. Bn cn thu thp d liu, cn nhc v chia s nhng thng tin m bn bit v cc nhu cu ca khch hng v v cch thc tc ng ln hnh vi v thi ca khch hng. Hy xy dng mt mi trng m trong mi c nhn, mi tp th u c th chia s tin tc v thnh cng v tht bi ca h. Yu cu cc bng chng xc thc. Cc chng trnh CRM phi c hon chnh v th nghim thnh cng trc khi trin khai. Mt chng trnh khng th hin c kt qu v khng c xy dng trong mt quy trnh hc hi rt kinh nghim iu chnh s khng c bt c l do g bin minh cho vic tin hnh cc bc i tip theo. Ch trng vic hc hi thng qua cc giao dch. Hy y mnh quy trnh tm hiu, pht trin mt trung tm gi nh, ni bn c th thit k cc quy trnh, cc dch v v phng php tip cn mi, sau th nghim chng. Vic gi nh s cho php cng ty bn tm ra cc khim khuyt trong quy trnh mi trc khi bn thc thi. y l mt cch loi tr nhng sai st ni b khch hng ca bn khi nhn thy chng. Xy dng danh sch cc tnh hung kinh doanh c th xy ra. Hy xy dng mt danh sch cc tnh hung kinh doanh cho chng trnh CRM ca bn m bo rng nhng quyt nh lin quan n ti chnh lun da trn cc tiu ch nht nh, ch khng da vo hnh vi c th ca khch hng. Hng CSC Research Services ch ra rng, phn ln cc tnh hung kinh doanh c a vo CRM u da trn nhng gi nh v hnh vi ca khch hng, v chng gii thch cho cc khon u t ln vo giai on mi trin khai CRM. Nhn ra nhng vn vng mc khi trin khai CRM trong qu kh, hin ti v tng li, bn s cn trng hn khi tin hnh cc bc thc hin CRM sao cho hot ng kinh doanh ca bn t ri nht, cng nh vic chm sc khch hng ngy
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mt tt hn. iu quan trong l bn cn quan tm nhiu hn n nhng mc tiu u tin ca mnh. Khng t cng ty hin nay ang phi u t hng triu USD sp xp v t chc li khi d liu CRM khng l xy dng mt nn tng d liu hp l c th h tr thit thc cho hot ng kinh doanh. Vy th ti sao bn khng trnh xa bi hc bng vic thit lp mt h thng CRM hiu qu ngay t lc u? ( Dch t CSC) ( Tc gi Bwportal ) CRM On - Demand, mt ci nhn tng quan (CRM Vit Nam) - Trong kinh doanh, mc ch ca doanh nghip l lm sao c c khch hng mi v gn gi khch hng tim nng. Nu ch lm n vi khch hng theo hnh thc bn giao sn phm v h tr h trong thi gian bo hnh th s rt kh c th gi c nim tin ca khch hng khi h thng gp s c. Khi nim On - Demand ra i lm cho mi quan h ca khch hng v nh cung cp ngy cng bn cht.

Ngy nay, khi nim dch v i lin vi chm sc khch hng, khi nim sn phm dn thay i, c bit l sn phm phn mm. Cc nh sn xut thay i dn t sn xut nhng h thng ng gi mang tnh tng quan sang h thng cu trc module mang tnh nhu cu. Cc cng ty by gi khng mun pht trin h thng theo hnh thc "n t, bn on" vi sn phm l mt chic a CD mang n bn giao vi khch hng m h hng sn phm n theo nhu cu ca tng loi khch hng, tng loi doanh nghip Nu ng trn kha cnh mt cng ty ln, p dng mt h thng CRM vi 100% module l iu n gin. H c vn, c nhn s, c thi gian nhng vi mt doanh nghip c quy m va v nh th vic trin khai mt h thng CRM vi y cc chc nng l mt iu kh khn. H khng c vn, nhn s v thi gian c th vn hnh h thng ny Chnh v th s ra i ca CRM On - Demand nh du mt bc tin ln trong vic trin khai sn phm ca cc cng ty pht trin phn mm cho khch hng. N m ra mt phng thc, mt trang kinh doanh mi. Hy nhn vo cc cng ty phn mm ngy nay, phng thc ca h s dng tip th sn phm l cho khch hng dng th sn phm phn mm (free trial version) trong thi gian 30 ngy v
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nu khch hng cm thy thch th vi sn phm , h c th mua sn phm phin bn y (full version) bng cch lin h vi nh cung cp. l hnh thc kinh doanh ca phn mm Cn vi CRM On - Demand th khc. Trong CRM On - Demand c rt nhiu cc module qun l thng tin khch hng da trn phng din ti chnh. Nhng module qun l thng tin mang tnh cht "tnh" thng c cc nh cung cp cp cho khch hng dng min ph trn nn tng web. Pha cng ty pht trin h thng s m nhn vai tr cung cp, t vn, h tr v bo mt. Cn pha khch hng s m nhn vai tr cung cp thng tin, m bo tnh chnh xc ca thng tin v lin lc thng xuyn vi cc bn cung cp. Khng cn hnh thc "n t, bn on" na, mt hnh thc khc c hnh thnh. l s lin lc thng xuyn gia khch hng v nh cung cp. Khi khch hng c yu cu th nh cung cp dch v s ng ng yu cu . V khi s lng thng tin v cc mi quan h ln th nh cung cp nn t vn cho khch hng s dng thm module nhm nng cao kh nng phn tch, tng hm lng cht xm trong tm kim c hi lm n v thng k doanh s...Do , pha khch hng s dng h thng s c nhu cu thit lp thm module v pha nh cung cp s m nhn vic ny ng thi gia tng gi tr cho chnh bn thn h. Vic lm n gia khch hng v nh cung cp khng cn n c m thay vo l vic thng xuyn lin h qua li. T tng nh hng ca nh cung cp vi khch hng ng thi tng nim tin v s cng tc lu di t hai pha. Trung Hiu CRM - Th trng mi ni CRM (Customer Relationship Management - Qun L Quan H Khch Hng) hiu nm na l nhng h thng cho php doanh nghip c y thng tin khi i din vi khch hng (customer-facing system). CRM khng phi l mt gii php ni tri v tnh t ph hay sng to nhng li c doanh nghip Vit Nam quan tm nhiu v y chnh l cng c h tr doanh nghip tht cht hn mi quan h vi khch hng

Th trng gii php CRM ca Vit Nam ni ln 4 gii php c lp ca BSC, an Phong, HPT, Goodland. D nhin, tt c cc gii php ERP ca Eyesoft , Fast,
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Lc Vit, AZ Solutions, DigiNet, Effect, Pythis, Vietsoft cng u c module CRM bn trong.

V gi, CRM c lp hay module CRM thng c gi khng km PM k ton. Nu tnh chi ph PM cho 5 ngi dng, gii php CRM ca cng ty Goodland, CustCentric, c gi thp nht vi mc 55 USD/ 1 ngi dng. im c bit ca CRM ny l kh nng chy trc tuyn trn Internet, cho php i ng bn hng ca DN truy cp vo CSDL quan h khch hng mi lc, mi ni qua Internet.

EasyBiz 3.0 ca cng ty an Phong l gii php xut hin kh lu trn th trng v c b dy thnh tch nht. Cng ty ny cho bit s nng cp min ph 2 phin bn tip theo dnh cho khch hng mua PM EasyBiz 3.0. Ngoi ra, khi mua PM EasyBiz, khch hng c tng min ph ton b h s doanh nghip vi thng tin chnh xc m an Phong hin c. Hin an Phong ang c ch khuyn mi 15% trn gi thnh cho bn dnh cho cc khch hng mua PM EasyBiz trong thng 10/2005.

Th trng CRM cng ghi nhn s xut hin ca HPT CRM, c vit bng m ngun m PHP, da trn sugar CRM. V c pht trin trn m ngun m nn HPT khng tnh ph bn quyn i vi ngi dng, ch tnh ph trin khai.

DN cng cn lu bn thn 1 gii php CRM cng c nhiu module trong . V DN c th chn mua cc module ny ty theo nhu cu cng vic ca DN. Chng hn, Eyesoft CRM c n 7 module, DN c th mua 1 module vi 4.800.000 VND hay tt c vi gi 72.000.000 VND.

CC PHN MM CRM C LP Tn gii Module Gi v cc loi chi Cng Gii php ph ngh ngthng t
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dng

BSC Venus 2006 (cng ty BSC)

Easy Biz 3.0 (cng ty an Phong)

Thu thp thng tin. Phn tch tm kim. K hoch Marketing.Cng vic hng ngy.Giao dch. Phin bn my Phn loi khchmng 880.000 VND. hng. D bo, t VB hng. Lch hn. o to 2 ngy.studio; SQL n/a Gi th hng lot.Bo hnh 1 nm. ChiServer H tr cch tipph bo tr: 20% gi tr cn. Qun l snhp ng/nm phm. Bo gi t ng. H thng. Phin bn my ch 4.400.000 VND. T chc h 6.575.000 VND/1 VB6, 6 gii thng giao tipmy, 16.985.000SQL Server thng kinh doanh ni bVND cho phin bn trong nc trong i ng kinhLAN 5 ND; v quc t doanh. Xy dng25.985.000 VND/ CSDL khch hngphin bn LAN 10 v thng tin khchNDs; 2.500.000 VND/ hng. Qun tr1 ND b sung t s 11 cng vic, kt qutr ln. Ph o to: 3 cng vic ca cnbui o to min ph, b kinh doanh. T200.000/bui cho mi chc cc hotbui yu cu thm. ng marketing,Ph t vn: min ph. xc tin bn hng,S thm cng tc ph xy dng thngi vi khch hng hiu. Qun lcc tnh ngoi H Ni cho hng, n& TP HCM. hng, ti chnh & cng n khch hng. Lp v theo di thc hin k hoch bn hng.
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Goodlan d CusCentric 1.3.9 (cng ty Goodland Informatics)

HPT CRM 1.0 (cng ty HPT)

Phn tch kinh doanh T ng ha lc lng bn hng (sales force automation) - cho cc t chc kinh J2EE, T 880.000 doanh/dch v MySQL, VND /user/thng tr B2B. Web ln tu theo module Qun l chin Services, v s ngi s dng dch tip th, ph giao din Chi ph ty bin tu hp m hnh B2C ngi dng: theo nhu cu thc t Qun l dch v HTML khch hng (call center) v hat ng tip th t xa (telemarketing) Ph trin khai cho 10 50 my trm: 9.600.000 VND. T Qun l qu 50 95 my trm: sugarCR trnh nhn vin 13.600.000 VND. TM PHP, kinh doanh lm 100 my trm tr ln:Linux, Unix, vic vi khch 15.984.000 VND. BHWindows hng. 1 nm. Ph bo tr tr gi 20% gi tr hp ng

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Nhng li ch m CRM mang n cho doanh nghip Trn thng trng, mt khch hng tng ng l mt c hi kinh doanh. Tm kim khch hng mi v chm sc khch hng c l iu m mt doanh nghip lun lun phi quan tm v khng th l l. Vic mt doanh nghip tm hiu v trin khai CRM vo trong cng ty hay t chc ca mnh l mt cch a doanh nghip n gn vi khch hng hn v to mt mi quan h cht ch nh nhng tnh nng m CRM mang li.

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Khi mt doanh nghip trin khai CRM vo trong cng ty ca mnh, iu chng t doanh nghip mun s ho ton b thng tin lin quan n khch hng. Chng ta nn nh rng, con ngi c kh nng tm kim thng tin, nhng lu tr thng tin th con ngi chng ta khng th bng mt ci my tnh. V th, khi trin khai h thng CRM, cc doanh nghip c th lu tr thng tin v khch hng ca h. Mc d khch hng m h lu tr l mi hay c th nhng thng tin ny lun l nhng thng tin cn thit mt doanh nghip c th tin hnh phn tch v t tm ra c hi kinh doanh vi khch hng. CRM bn cnh vic l mt phn mm my tnh th trong cuc sng kinh doanh, CRM cng ng vai tr v cng quan trng. Bn ngh g khi khch hng bit bn lun nh trong u nhng thng tin v h v sn sng chm sc h vi nhng dch v tt nht c a ra da trn s thch cng nh mong mun ca khch hng? Chc chn h s rt hi lng vi phong cch chm sc khch hng ca bn v h cm thy nhng g lin quan n yu cu v mc ch ca h c i tc quan tm mt cch nghim tc. Bn cnh vic lu tr thng tin v khch hng, CRM cn l mt mi trng lm vic ht sc l tng. CRM to ra mt trng lm vic ht sc tp trung v chia s tt thng tin trong mt d n da trn d liu v khch hng c lu tr. Nhng ngi lm vic trn b d liu v cng mt khch hng, cng mt c hi kinh doanh c th bit c ton b thng tin v khch hng ny v nh th tng tnh kt dnh trong mt d n. CRM l mt h qun tr quan h khch hng tn tin v CRM cng cung cp cho doanh nghip nhiu chc nng lin quan n vic lu tr v x l thng tin v khch hng da trn phng din ti chnh. Vic p dng CRM cho doanh nghip l iu nn lm v cn thit v khi p dng CRM, doanh nghip cng khng nh s quan tm ca mnh vi khch hng. Trung Hiu ( Tc gi crmvietnam.com ) ( Tc gi Pcworld.com.vn ) Cc bc pht trin chin lc CRM Chin lc CRM bao gm ba yu t c bn l: Chin lc kinh doanh ca cng ty, chin lc khch hng ca cng ty v tng hp hai chin lc ny thnh chin lc CRM. Trong bi ny chng ta s tp trung phn tch cc yu t ny, vai tr ca chng v cc thnh t cn quan tm trong tng yu t.
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1. Chin lc kinh doanh C l khng cn phi bn nhiu v cm t ny, ni mt cch tong quan trong ng cnh ca CRM th chin lc l cch to ra cc gi tr. N cho php chng ta hnh dung ra mt m hnh tng th gip cc doanh nghip xc nh cc c hi mang nhng gi tr nht nh ti khch hng v bin n thnh li nhun. Chin lc l cch doanh nghip nh ngha vic kinh doanh ca h v lin kt cc ngun lc ni ti nh con ngi, kin thc, mi quan h v li th cnh tranh ca mnh vi khch hng. Trong chin lc kinh doanh ca doanh nghip chng ta s phi xc nh cc yu t sau y v cc yu t con ca n nhm phc v cho vic xy dng mt chin lc CRM: a. Phn tch ngnh Phn tch ngnh m doanh nghip quyt nh tham gia vo, vic phn tch ngnh s da trn cc tiu ch: cc c hi v tim nng ca n, quyn lc ca ngi mua, quyn lc ca ngi bn, nguy c thay th, kh nng hp tc, phn tch cc i th cnh tranh, nh hng ca cng ngh v phn tch mi trng v m. Mi mt yu t s nh hng n chin lc v khc hng v chin lc qun tr mi quan h vi khch hng sau ny. b. M hnh chin lc tng quan

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Trong phn ny chng ta phi quan tm ti mt s chin lc m doanh nghip la chn nh chin lc gi, chin lc v sn phmCc chin lc ny s nh hng n nh v ca doanh nghip trn th trng. 2 Chin lc khch hng T chin lc kinh doanh chng ta s bit doanh nghip quet nh tham gia vo ngnh no hay phc v i tng khch hng no, nh v ca doanh nghip trn th trng l g? doanh nghip theo ui chin lc no chim th phn trong th trng Trong chin lc khch hng chng ta s phi quan tm: a. c im ca khch hng v phn khc khch hng. Cc phn ny u c th hin thnh cc tiu ch trong cc cng c CRM, tuy nhin khi p dng doanh nghip phi bit mnh s phn khc khch hng ca mnh theo cc tiu ch no. Vi mi dng khch hng khc nhau s c cch tip cn v qun l mi quan h khc nhau ( chin lc CRM). - Khch hng ca mnh l ai? l nh phn phi, l i l a phng hay ngi dng cui? - Phn khc khach hng tim nng thnh cc nhm nh hn v xc nh ln, c im tng th trng nh ny. Vi cc doanh nghip dng B2B c th phn khc theo cc tiu ch nh ngnh, dng dch v, dng gi tr cng thm doanh nghip cung cp cho khch hng.. Vi cc doanh nghip dng B2C c th phn khc theo tui, gii tnh, v tr a l, tim nng li nhun, tnh trung thnh.. b. Chin lc th trng v sn phm - Xc nh chin lc sn phm v th trng ca mnh i theo hng no? Phc v th trng c, khch hng c, hay th trng c m i tng khch hng mi, th trng mi nhng khch hng c? hoc c th trng ln khch hng u mi? Mi kiu chin lc khc nhau s quyt nh n cch thc giao tip khc nhau vi khch hng. c. Chin lc marketing Xc nh doanh nghip s thc hin marketing theo kiu mass marketing hay one-to-one marketing, hay thm ch nu phn khc khch hng tt doanh nghip c
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th thc hin Mass Customization marketing. y l mt kiu marketing mang y cc li th v im mnh ca hai cch marketing trn. 3. Chin lc CRM Chin lc kinh doanh v chin lc khch hng l hai yu t c bn trong chin lc CRM. Hnh v di y l ma trn chin lc CRM, th hin cc cp khc nhau ca chin lc CRM m doanh nghip c th p dng theo thi gian. Ma trn chin lc CRM

Ma trn chin lc CRM n gin nht v cng l cp thp nht l bn hng da trn sn phm. Doanh nghip s tp trung vo sn phm v knh phn phi v hon ton khng quan tm ti khch hng. C l y l cp ca hu ht cc doanh nghip ta hin nay. Cp th hai l cung cp thm cc dch v v h tr cho khch hng. giai on ny doanh nghip tp trung vo vic h tr cho khch hng nhiu hn v bt
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u c s i x khc bit gia cc khch hng khc nhau. Doanh nghip c th la chn xy dng cc h thng call center, thc hin telemarketing, xy dng cc h thng qun tr cc khch hng dng n gin, thc hin vic bn hng v marketing t ng.. Cp th 3, theo hng thng tin khch hng ngy cng chi tit hn, cht lng hn. Lc ny doanh nghip c th thc hin cc chin lc marketing da trn khch hng v nhu cu thc s ca khch hng nhm xy dng lng trung thnh ca khch hng vi sn phm. Doanh nghip s xy dng cc h thng qun l chi tit hn thng tin v hnh vi ca khch hng nhm m bo hiu khch hng hn v hiu nhu cu ca h hn. Mt s hot ng c th bao gm: nh gi tim nng khch hng, phn ng ca i th cnh tranh, qun l trung thnh ca khch hng, tnh im ( nh kiu th thnh vin hay im thnh vin chng hn), qun l cc ri ro c th xy ra.. lm c iu ny cc doanh nghip cn phi phn khc k hn khch hng ca mnh, a ra nhng li ch khc nhau ti nhng khch hng khc nhau ( bn cht ca CRM), xc nh v qun l cc cch khc nhau bn hng cho v bn thm gia tng li nhun. Mt v d n gin l cho cc siu th, siu th c th s dng cc thng tin v mua hng ca khch hng ti quy tnh tin, s dng cc thng tin v thnh vin nm bt nhu cu v xu hng ca ngi mua, thm ch mt s siu th ( hi xa mnh c hnh nh l Tesco) phn tch ngi mua v hnh vi ca h bit nn mua v by bn sn phm no vo thi im no, theo ngy, theo gi v theo ma. Siu th c th t cc my quay tnh ton v phn tch vic di chuyn ca ngi mua hng bit nn t cc mt hng u? t cao no?.. Cp cui cng, l c nhn ha. y l mc tiu cui cng ca vic trin khai mt h thng CRM vo doanh nghip. Mi khch hng khc nhau s c i x khc nhau, nhn nhng gi tr khc nhau t doanh nghip. Cc ng dng doanh nghip phi xy dng trong giai on ny l: One-to-One marketing, cc h thng tch hp ( tch hp h thng in thoi, tch hp cc quy trnh bn hng t ng, qun l cc hot ng doanh nghip lin quan ti khch hng, cc cng c cho php khch hng tng tc trc tip vi doanh nghip, qun l tt c cc mi hot ng t bn trong doanh nghip ra bn ngoi nh cc cuc hn, cc cuc gi, cc emailC th tm xem nh nu doanh nghip trin khai cc h thng ny chng ta s c ci nhn tan cnh v khch hng ca mnh, v lch s lm vic ca h vi doanh nghip, thng qua phn nh cc hot ng ca tng nhn vin, tng b phn v cht lng ca cc hot ng ny,
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Vi mi doan nghip, da vo c th ngnh, c th doanh nghip v kh nng ni ti s la chn cho mnh mt chin lc pht trin CRM ph hp nht. C doanh nghip s di thng t cp 1 ln 4, c doanh nghip i vng thng qua cp 2 hoc 3 ln cp 4. Vic la chn cho mnh ng i v cc bc cn thc hin trn ng i chnh l chin lc CRM. Theo pmnm.net Kh khn v thch thc khi trin khai CRM (CRM Vit Nam) - Theo Gartner, 70% cc d n CRM khng thnh cng, t l d n ln tht bi kh cao v l yu t ch yu to nn s hoi nghi v CRM. C rt nhiu nguyn nhn gii thch cho s tht bi ny nhng iu cng khng c ngha CRM l mt ci g qu kh thc hin hoc kh thnh cng.

Mt d n CRM thnh cng bao gm cc quy trnh, chnh sch, nhn lc, chin lc v cng ngh. Bn cnh l mt s yu t khc m ta cn thc c m bo s thnh cng khi trin khai. V d mt s vn nh cht lng d liu khng c quan tm, quyn s hu v trch nhim i vi CRM trong doanh nghip, thay i c ch qun l v s chp nhn ca ngi s dng, s quan tm ca khch hng vo d n... Trong mt d n CRM, chng ta nn ch trng vo tm quan trng ca kh nng tip cn nhng d liu c cht lng. L do l v d liu s dn n vic cung cp thng tin kp thi v chnh xc cho t chc, doanh nghip. iu s gip h c c hiu qu u t tng xng. CRM hiu qu ti mc no t l thun vi d liu c s dng v con ngi khai thc n. Nu d liu khng sch hoc khng chnh xc, vic s dng n s khin chi ph tng thm. Nhiu trng hp trin khai khng em li c nhng g m CRM ha hn, n gin v n b cn tr bi s phn tn thng tin v s tch bit gia h thng CRM front-office (khu vc trc tip hot ng kinh doanh) v cc ng dng ERP back-office (khu vc hnh chnh, h tr). Module CRM/Front Office cho doanh nghip nhng phng thc theo di s tng tc ca khch hng vi nhn vin kinh doanh. Module ny gip doanh nghip tng ti a sc thu ht khch hng, s trung thnh ca khch hng, kh nng gi khch v to li nhun.

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Rt nhiu trong s nhng t chc u tin chp nhn CRM tp trung vo CRM hot ng (operational) vi mc ch thc y cc tnh nng hin c ca hu ht cc nh cung cp. Tuy nhin, vic s dng thnh cng cc tin ch ny ph thuc vo nhng d liu cp nht v chnh xc c chia s trong ni b doanh nghip. Khi doanh nghip pht trin, chi ph tch hp theo kiu truyn thng rp ni tng im s rt hn ch v khng n nh lu. CRM tc l gi khch hng v tr trung tm. c c mt ci nhn n gin v chnh xc v khch hng, d liu cn c thng nht trn tt c cc ngun v phi l d liu sch. y, chng ta khng bn v mt nh kho cha d liu m l mt ngun d liu hot ng thng nht. Khc vi nhng cch trin khai da vo thng tin dng chng vnh theo tng khi, Tp on Oracle h tr vic truy cp thi gian thc v cp nht vo d liu khch hng trung tm vi kh nng chy nhiu bo co quan trng v h thng sn xut, kinh doanh. Tp on Oracle khuyn khch p dng mt nn thng tin trung tm cho tt c cc d n CRM. Mt ngun thng tin chnh xc n nht nh vy s chc chn gp phn m bo s thnh cng ca d n CRM m bn trin khai. CRM c th c bt c t chc, doanh nghip no trin khai, min l h c s tng tc vi khch hng. Nhiu doanh nghip va v nh ang theo ui CRM hoc p dng thnh cng. Trn thc t, khi m cc doanh nghip ln thng gp thch thc khi x l nhng thay i (yu t then cht ca CRM), th cc cng ty nh li linh hot hn v c kh nng sm thch nghi vi s thay i, do thu c kt qu nhanh hn. Ch cn quy trnh p dng c thc hin ng ch v doanh nghip thc s sn sng t iu chnh li theo hng ly khch hng lm trung tm th CRM c th chc chn trin khai thnh cng. V mc tiu cui cng cng chnh l phc v khch hng tt hn v tng doanh thu. Doanh nghip cng ln th cng nhiu khu cn c chin lc ha v iu chnh. Tt nhin, s thay i lun to ra nhng thch thc ln hn i vi cc doanh nghip ln. y, vai tr ca cng ngh cng ln th s khc bit cng s cng nh d l trin khai CRM cng ty ln hay b. S khc bit ch yu l tnh quy m v s linh hot ca doanh nghip khi thay i lung thng tin v thun tin ca cu trc thng tin. Cc quy trnh CRM tiu biu ang c trin khai cng tng t nh vy. Tuy nhin, cc cng ty nh nn c bit ch n vic nm bt k nhng yu cu h tr cng ngh m gii php CRM i hi. Mt h tng h tr mnh l iu
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then cht, bn cnh cc yu t nh thun tin khi trin khai, cc cng tc tch hp v h tng c kh nng m rng... Cng ngh h tng bng Linux s h tr tng trng m khng i hi nhiu vn u t. S dng phn mm theo chun m rt quan trng khi m chi ph bn quyn khai thc t v khng n gin. Cc doanh nghip nh cng nn rt kinh nghim t cc t chc ln. Nhiu khi nn bt u bng nhng d n CRM quy m nh ri sau mi pht trin rng ra ton cng ty. Trung Hiu Xem: 2050 ln ( Tc gi crmvietnam.com ) CRM l g? Nhng nhn nh v qun l mi quan h khch hng hin nay khng cn mi m na. Ngy nay, n c tha nhn mt cch rng ri bi bn c x vi khch hng nh th no th iu s quyt nh ti li ch m bn nhn c trong tng lai, v cc cng ty hin nay ang u t ngy cng nhiu to ra c nhng li ch . Cc khch hng hin nay cng hiu bit hn trc rt nhiu v nhng dch v m h nhn c v b phiu cho cc cng ty bng ti tin ca h da trn nhng kinh nghim c.

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Nhng khi nim v qun l mi quan h khch hng tng rt xa l khi ngi c xa c quyn la chn vic mua mi tn t nhng ngi khc, nhng CRM tr nn ph bin vo gia thp k 90 ca th k 20. Cc nh phn tch th trng vn cn tranh lun rt gay gt v nh ngha chnh xc ca n, nhng tt c u tha nhn rng trong mt vi nm ti, cc cng ty s cn rt hng t la vo cc gii php phn mm CRM v nhng dch v thit k tr gip cc doanh nghip qun l mi quan h khch hng ngy cng c hiu qa hn thng qua nhng knh trc tip hoc gin tip m khch hng la chn s dng. Vy th ti sao vi mt th trng bng n v cng ngh CRM, mt trong nhng cu hi c t ra nhiu nht li l CRM l g?. C th bi v nu bn hi ba chuyn gia v CRM, th bn s nhn c nm cu tr li khc nhau. Chng ti a cu hi ny trong mt hi tho ca cc chuyn gia CRM, nhng ngi c uy tn ang lm vic vi CRMGuru.com loi b i mt cuc chi c phong cch v h thp bn cht ca CRM: "Qun l mi quan h khch hng (CRM) l mt chin lc doanh nghip la chn v qun l nhng mi quan h khch hng c gi tr nht. CRM yu cu mt nguyn l v doanh nghip khch hng trung tm v s m rng h tr cc qu trnh dch v, giao dch, tip th mt cch c hiu qu. Cc ng dng CRM c th tc ng tt n vic qun l mi quan h khch hng vi iu kin hng kinh doanh phi c cc chin lc, s lnh o v s m rng ng n". T bn c th thy, r rng y l mt cu hi v mt cu tr li n gin phi khng? Tuy nhin, khng phi ci g n gin cng u d dng. Nh rt nhiu u vin ban qun tr doanh nghip v gim c d n CRM cng nhn, CRM c hiu qu ang ngy cng tr nn n gin nh l cu tr li cho vic gim cn - l n t i v tp th dc nhiu hn - v n cng rt n gin thc hin Khch hng l trung tm - im khi u Hy cng bt u nh ngha v CRM ti y. Chnh xc th mt cng ty to ra nguyn l v khch hng trung tm ca doanh nghip v s m rng nh th no? Cn gi rng: Khng vi mt sn phm phn mm. t nht th CRM cng l mt hnh thc hu ch v thnh cng, n lun bt u cng vi chin lc doanh nghip iu khin nhng s thay i trong vic t chc v cc qu trnh hot ng - nhng ci m ln lt c to ra bi cng ngh thng tin. S hn ch khng bao gi din ra, khng bao gi. Chng ti s gi cho bn c mt hp sm panh i vi mi mt cng ty m bn tm thy rng h t ng ho phng thc tin ti chin lc doanh nghip mi. Cc d n m tp
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trung vo cng ngh trc ht, hn l cc mc tiu doanh nghip, ang phi n nhn nhng tht bi, theo c nhng bi nghin cu thc hnh m rng nht cng nh nhng cu chuyn thng tm ti O'Malley's Happy Hour. Mt doanh nghip khch hng trung tm, tuy nhin li ang c sn sng mt cch hon ho gt hi nhng ch li quan trng s dng cng ngh CRM. Ngy nay, phn chin lc ca CRM tr nn quen thuc. Cc u vin ban qun tr doanh nghip khn ngoan lun lun hiu r tm quan trng ca vic tp trung vo cc khch hng vi nhng tim nng to ln nht em li cho giao dch, li nhun v cung cp dch v tt m nh m khch hng quay li vi bn nhiu ln sau . Lu rng bn khng cn bt c mt th chi k thut no cho vn ny. Hy xem xt mt doanh nghip nh thnh cng: Ch doanh nghip v i ng nhn vin lm vic rt cn mn cung cp nhng dch v c nhn v c cht lng cao, xy dng lng trung thnh khch hng. Vy th ti sao CRM li tm cch nng gi cch thc ca n ti mt ngnh kinh doanh hng t la? im mu cht l ch: Sc mnh c chuyn sang cc khch hng, ngi m ng gia ba xu hng: 1. S tht bi ca nhng h thng ln k hoch ngun kinh doanh (ERP) to li th cnh tranh lu di cho cc cng ty. Vy c quan trc ca bn c c t ng ho mt cch hon ton hay khng? 2. Chu trnh t s i mi n sn xut v n s li thi c tng tc, dn ti s d tha nhng phng thc la chn cho cc khch hng v rt ngn cnh ca th trng cho cc nh bun bn. 3. Cc khch hng Internet c ngy cng nhiu thi gian hn thu lm thng tin v nhng nh cung cp cnh tranh v c th tip cn mt i l khc ch bng mt ci kch chut. Vi nhng li th sn phm c gim bt hoc l b v hiu ho trong nhiu ngnh kinh doanh do tng hng ho, mi quan h khch hng bn thn n l trng tm ca li th cnh tranh. i vi cc doanh nghip ln hn, cc ca hng nh ln cn thng phi Cho ng Watkins, cnh tay b gy ca Ryan by gi ra sao ri? Ti c mt cht t vi k m ng c th cn n, n pha di chic my m tin l mt cch tip cn khng thc t. Cng ngh CRM c th l mt cch thc c h thng qun l mi quan h khch hng trn mt phng din rng hn. Chu k mi quan h khch hng

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c xc nh mt cch truyn thng bi v trc khi bn nhn ra Internet c ngha l g?, nhng ngi lao ng ca hng l nhng ngi s dng u tin ca cc ng dng c gi l CRM. Sau l kinh doanh in t hoc l mt thut ng thng dng c a thch trong thng. Nhng ng dng CRM in t c gii thiu l cho php cc hng kinh doanh tng tc trc tip vi cc khch hng thng qua nhng Website tp th, cc giao din ca thng mi in t, v cc ng dng t phc v. Bt u vo nm 1999, nhng ng dng qun l mi quan h i tc thnh cng trn th trng, c thit k h tr cc knh i tc v nhng phng tin trung gian khc gia hng kinh doanh v nhng khch hng ca n. Nhng ng dng di y h tr cc qu trnh kinh doanh tip sau , bao gm chu k mi quan h khch hng: Tip th: Nhm vo nhng trin vng v kim c cc khch hng mi thng qua vic khai thc d liu, qun l chin dch v ch o phn phi. Nn nh rng, tm quan trng y chnh l gi tr ca nhng mi quan h lu di, ch khng phi nhng thnh cng nhanh chng. Giao dch: ng li nhng doanh nghip vi cc qu trnh bun bn hiu qu m c s dng nhng my pht sinh xut, nhng b cu hnh, cc cng c qun l tri thc, tip xc vi nhng gim c v d bo c trc c nhng vin tr tt c khng bao gm li tuyn b gm 8 t m c th ph hu mt cuc giao dch. Thng mi in t: Trong thi i Internet, cc qu trnh giao dch cn phi c chuyn giao mt cch t on sang cc giao dch bun bn, c thc hin mt cch nhanh chng, thun tin, v vi mt chi ph thp nht. Tt c cc khch hng cn c mt s i din vi cng ty ca bn, bt k l im tip cn no m h la chn s dng. Dch v: Vn dng nhng dch v bn hng qua bu in (post-sales) v h tr nhng vn khc vi cc ng dng ti trung tm yu cu (call center) hoc l cc tu chn t phc v khch hng Web-based. Chng ti ni l vn dng ch khng phi vt b mt trang FAQ khng tng xng.

CRM l mt chin lc doanh nghip to ra v duy tr nhng mi quan h khch hng c li lu di. Nhng sng kin CRM thnh cng bt u vi nguyn l doanh nghip m sp xp cc hot ng ca cng ty ph hp vi nhu cu ca khch hng. Ch c nh vy th cng ngh CRM mi c th c s dng nh l mt cng c hu dng ca cc qu trnh i hi phi bin cc chin lc thnh thnh qu kinh doanh.

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Theo HanoiSoftware (Bin tp t www.CRMguru.com) Th trng CRM ti Vit Nam: Tim nng cha m Th trng Vit nam vi cc doanh nghip (DN) a phn c quy m va v nh, c nh gi l kh tim nng ng dng gii php qun tr quan h khch hng (CRM - Customer Relationship Management) nhm nng cao nng lc cnh tranh. Tuy nhin, s n nhn khng my ho hng ca th trng ang lm nn lng nhiu nh sn xut.

Tim nng Khi ngun t tng gip DN duy tr v pht trin mi quan h vi khch hng, mt nhu cu tt yu ca bt c t chc kinh doanh no, nn ngay khi ra i, CRM c t nhiu k vng. Vi s tr gip ca mt chng trnh CRM hiu qu, DN c th phn tch thu o mi thng tin v mi khch hng c dng tim nng v thn thit. T nh ra
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cc gi tr thc m khch hng c kh nng mang li v phn loi cc nhm khch hng theo cc th trng mc tiu nhm c chnh sch chm sc hp l hn. mt phng din khc, CRM cn h tr c lc cho cc DN khi xy dng chin lc marketing nh mt h thng thng tin trong sut v h s cc khch hng, gip n gin ha qu trnh tip th v bn hng. Theo kt qu nghin cu ca 2 chuyn gia l Paul Gray v Jongbok Byun, trng Claremont Graduate School, khi trin khai CRM thnh cng, DN s c hng rt nhiu li ch nh: C th tit kim chi ph tip cn khch hng mi (thng cao hn gp 5-10 ln) nh duy tr c mi quan h tt vi khch hng hin ti. Thng thng chi ph phc v khch hng c cng thp hn nhiu so vi mt khch hng mi. t c s tha mn v trung thnh ca khch hng. iu ny rt c li v khch hng trung thnh thng c xu hng quay tr li mua v t quan tm ti gi c hn khch hng mi v s l knh tuyn truyn hiu qu vi cc i tng tim nng khc. Tng li nhun: Mt cng ty c tng thm 5% khch hng trung thnh th c th tng 25% n hn 100% li nhun ty theo cc ngnh ngh kinh doanh (xem biu ) Tng cng hiu qu hot ng qun l cng ty nh h thng quy trnh r rng trong CRM bt buc cc nhn vin (NV) phi tun th quy nh v bo co tnh hnh ca tng b phn. Mt nhu cu tt yu Ti Vit Nam, khi nim CRM hu nh c du nhp cng lc vi th gii, vo nhng nm 1995, 1996. Nhng cng ty u tin tip cn ng dng ny l cc cng ty nc ngoi v lin doanh. TRV (Technology Resources Vietnam), cng ty hot ng trong lnh vc t vn v bn gii php phn mm (PM), l mt trong nhng n v i tin phong ng dng
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CRM Vit Nam t nm 1996. Cng ty ny cng l mt trng hp him hoi Vit Nam tng s dng qua ti 3 PM CRM v c bit, quan nim CRM l "mt phn khng th thiu". Nhn mnh s cn thit v quan trng ca CRM l i vi mt cng ty t vn, dch v nh TRV, ng Phm Hng Thi, ph gim c TRV cho bit: "ng dng CRM khng ch n gin l tng doanh thu m CRM tr thnh cng c hnh ngh hng ngy ca cc nh t vn TRV. Chng ti phn phi nhiu gii php nh Systems Union, Infor hay Microsoft, k c dch v gia cng PM (outsourcing), khc vi cc nh phn phi ch c 1 sn phm duy nht. V vy, khng th khen CRM ny m ch CRM kia. Khi i bn gii php, t vn vin phi hiu nhu cu ca khch hng. Thng tin v khch hng cng y bao nhiu th a ra gii php cng gn gi by nhiu. Vi h thng CRM, thng tin v khch hng, c tp hp t nhiu u mi s gip ngi t vn a ra gii php ph hp nht. Ni cch khc, ti nguyn ca TRV chnh l thi gian ca cc nh t vn. Chnh CRM gip TRV khai thc hiu qu hn cht xm ca h. Cn ng Ng Tt Thng, gim c cng ty TNHH Ngc Linh, mt cng ty hot ng trong lnh vc cung cp th v cc thit b cng nghip th t ra hi lng ngay ln u tin tip xc vi PM qun l quan h khch hng BSC Venus. "Ti mun i ng kinh doanh thay i t duy lm vic chuyn nghip hn", ng Thng ni. "PM bc u gip NV ca cng ty tit kim c nhiu thi gian nh kh nng quy hoch, phn loi khch hng, phn vng th trng trng tm, ln danh sch khch hng... Ngoi ra, PM gip cn b qun l kim sot v thm nh cc chin lc, bc i trong mi k hoch". ng Thng cng cho bit, sau mt thi gian, nu kt qu u tt, cng ty s trin khai gii php qun tr quan h khch hng Venus cho chi nhnh v cc cng ty thnh vin ca mnh. Pht trin "ra", v sao? Cho n thi im ny, Vit Nam vn c nh gi l mt th trng kh tim nng ca CRM nhng tc pht trin kh chm chp. Cung c, cu c, nhng s ng bng ca th trng CRM trong thi gian qua khin nhiu ngi nghi ngi v tnh kh thi ca CRM vi cc DN trong nc.

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Hin cc sn phm CRM Vit Nam kh phong ph, t sn phm CRM chuyn nghip ca nc ngoi cho ti cc PM CRM thun Vit do cc cng ty trong nc t lm. Chi ph cho mt PM CRM cng kh phi chng, nh PM BSC Venus bn dnh cho my n cha n 1 triu ng. Vic trin khai CRM theo ng Phan Quc Khnh, gim c cng ty FAST cng khng kh khn g v "n gin hn nhiu so vi cc PM qun l khc nh k ton, qun l nhn s, qun tr DN ERP Theo ng Khnh, s d CRM cha c cc khch hng trong nc n nhn v CRM gn vi vn ha, cung cch, trnh qun l kinh doanh. Nhng yu t ny cn rt yu VN. Khng nh PM k ton mang tnh cht bt buc v l yu cu ti thiu ca DN, CRM khng bt buc, n ph thuc rt nhiu vo phong cch qun l ca ngi s dng. Mt hn ch khc khin th trng CRM pht trin kh chm chp, theo ng Nguyn Quc Ton, ch tch HQT cng ty BSC, l v CRM thng khin NV cm thy g b do yu cu phi thng xuyn cp nht thng tin. Nn cho d lnh o rt mong mun trin khai nhng nu thiu quyt tm th rt kh quyt nh do vp phi s phn i ca NV pha di. ng quan im trn, ng Thng nhn nh, v tng th trin khai CRM khng kh, nhng ci kh chnh l thi quen ca NV. Trc y cc NV quen t do lm vic trn s sch v theo ring tng c nhn nay h phi lm vic theo quy trnh nn c th khng thc s thoi mi. C th thy khng ring g Vit Nam, kh nhiu quc gia khc cng vp phi tnh trng tng t. Tuy nhin, vi nhng g m CRM mang li v c nhng thch thc cnh tranh ca th trng m cc DN s phi i u th CRM cn c th trng nhn nhn mt cch nghim tc. Thnh cng ca mt d n CRM quyt nh bi s quyt tm ca lnh o v nhn thc ng n ca NV. Nu khng, cho d DN chn mua CRM, nhng NV khng cp nht thng tin v cn b ph trch khng qun l thng qua CRM th d n CRM vn tht bi nh thng. (Theo pcworld) La chn gii php cho h thng CRM

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La 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 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...
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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
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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. 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 PCWorld Mt s khi nim v CRM

Khi nim c bn v CRM CRM l vit tt ca Customer Relationship Managemet Qun tr quan h khch
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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 h. 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 nn y l vn ht sc c ch trng. C nhiu yu t cng ngh lin quan ti CRM nhng khng phi CRM l mt thut ng cng ngh thun tu. Cc hiu ng nht i vi CRM l: l ton b cc quy trnh thu thp, tng hp v phn tch thng tin v khch hng, hng bn, hiu qu ca cc cng tc tip th, kh nng thch nghi ca cng ty i vi cc xu hng ca th trng nhm mc ch nng cao hiu qu hot ng kinh doanh, mang li li nhun cao nht cho cng ty. 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 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 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
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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 i 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
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u l cha kha thnh cng trong vic trin khai CRM? Hy phn d n CRM thnh cc giai on c th qun l c, t vic tin hnh cc chng trnh th nghim n vic t ra cc mc tin trong thi gian ngn hn. Bt u vi mt chng trnh th nghim, hp nht d liu ca tt c cc phng v nhm lm vic m qua c th trin khai d n mt cch nhanh nht. D n th nghim vn phi khng c nh gn v mc linh ng cn thit c th i cho ph hp trong sut thi gian tin hnh. Phi tnh ton y v lng d liu phi thu thp (c th rt nhiu) v m bo rng h thng cho php c th m rng khi cn thit Cn nhc k lng v cc d liu c thu thp v lu tr. Khng phi thu thp tt c cc loi d liu cng ty c kh nng m ch nhng d liu cn thit. Lu tr cc d liu khng s dng ti s lng ph thi gian v tin bc C kh nng nhn ra ti cc c trng c nhn ca khch hng v phn ng mt cch ph hp. V d, mt h thng CRM nn c chc nng t gi sn phm linh ng ph hp vi cc i tng khch hng c th.

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 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. 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. Theo CIO.com

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Bin quan h khch hng thnh doanh s Trong lot bi ny, chng ti s cp n cc h thng qun tr quan h khch hng (Custom Relationship Management - CRM), mt loi ng dng sinh ng v giu sng to hn nhiu so vi cc phn mm k ton hoc qun tr ngun lc ERP. Trong lot bi tip theo trong chuyn mc phn mm qun l chng ti s cp n cc h thng qun tr quan h khch hng (Custom Relationship Management - CRM), mt loi ng dng sinh ng v giu sng to hn nhiu so vi cc phn mm k ton hoc qun tr ngun lc ERP.

Bc tranh tng qut Thut ng CRM xut hin t u nhng nm 1990 trong gii hc thut v cc hng t vn ca M vi nhng tn tui nh tin s Jagdish Sheth ca trng kinh doanh Goizeta, i Hc Emory (Atlanta), Jim Bessen ca cng ty Intergraph (trong bi bo ng trn tp ch Harvard Business Review - HBR s thng 9 v 10 nm 1993) hoc Hugh Bishop ca cng ty Aberdeen. Mt cch tng qut, CRM l h thng nhm pht hin cc i tng tim nng, bin h thnh khch hng (KH), v sau gi cc KH ny li vi cng ty. Ni nh vy CRM s l mt tng hp ca nhiu k thut t marketing n qun l thng tin hai chiu vi KH, cng nh rt nhiu cng c phn tch v hnh vi ca tng phn khc th trng n hnh vi mua sm ca tng KH. CRM l s pht trin tip theo ca cc h thng nh H Thng T ng Ha Bn Hng (Sales Force Automation-SFA). Mc ch ca SFA l cung cp cho lc lng bn hng nhng thng tin v KH thu thp ti cc b phn khc. CRM tip thu cc thnh cng ca SFA v m rng khi nim ra rng hn nhiu so vi SFA. V mt tng, CRM bao gm mt b cng c v tin hc cng nh qun l. Ht nhn ca h thng CRM s l mt CSDL tng hp v KH thu thp v t cc b phn trong cng ty (xem s minh ha). Hng lot cc cng c phn tch da trn k thut khai thc d liu (data mining) s hot ng trn CSDL ny v a ra bo co cho cc i tng khc nhau. Qua vic ti u ha cc chu trnh v cung cp cho cc nhn vin bn hng v dch v KH cc thng tin y lin quan n

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KH, CRM cho php cc cng ty thit lp cc quan h c li hn vi KH trong khi vn gim c chi ph hot ng. C th nh sau: B phn bn hng c th rt ngn chu k bn hng v nng cao cc nh mc quan trng nh doanh thu trung bnh theo nhn vin, gi tr trung bnh n hng v doanh thu trung bnh theo KH. B phn tip th c th nng cao t s phn hi ca cc chin dch tip th ng thi gim chi ph lin quan n vic tm ra i tng tim nng v bin h thnh KH. B phn chm sc KH c th nng cao nng sut phc v KH ca tng nhn vin, nng cao h s tha mn ng thi gim thi gian phn hi v thi gian gii quyt mi yu cu t KH. S thnh cng ca h thng CRM th hin d dng khi KH trao i thng tin vi cng ty: theo bt c cch no KH thch, vo bt c lc no, thng qua bt c knh lin lc no, bng bt c ngn ng no... D rng cc yu cu t KH c th phi i qua nhng knh ni b phc tp n vi ng b phn ph trch v sn phm/dch v (nht l trong cc cng ty a quc gia vi nhiu vn phng v nhiu nhm sn phm), nhng thng qua h thng CRM KH c cm gic ang giao tip vi mt thc th duy nht v nhn c s chm sc mang tnh c nhn.

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Cu trc CRM Khng c nh ngha duy nht v cu trc mt h thng CRM v qun l v khai thc quan h KH (gm thng tin v KH) bin i nhiu theo tng cng ty c th. Mt h thng CRM thc t c th bao gm mt hoc nhiu tnh nng (my tnh ha) nh lit k di y: Tip th Qun tr chin dch tip th: cc cng c gip lp k hoch, thc hin k hoch v nh gi hiu qu cc chin dch qung co. Cng c ny cn gip xc nh cc phn khc th trng, chn cc mu i tng, lp k hoch a bc v a knh v thng tin qung b, theo vt cc phn hi v phn tch kt qu thu c. E-marketing: l nhng ng dng to cng c tip th trc tuyn thit yu trong cc hot ng thng mi in t, tip th s ha trc tip v cc giao tip khc trn Web. Cng c ny c th gm cc phn h thc hin vic qung co trn Internet, thc hin cc chin dch pht phiu gim gi (coupon) v nhng vic tng t. Cc cng c t ng ha tip th khc: cc cng c gip lp k hoch tip th, nghin cu tip th, qun tr thng hiu, gip lm vic trong nhm v qun l cc ti sn lin quan n tip th (v d nh cc t lm mt m hng Coca Cola cho cc i l mn ng sn phm nc ngt ca hng).
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THNH CNG NGOI SC TNG TNG! Tom Siebel tt nghip hai bng thc s v CNTT v qun tr kinh doanh ti i hc Illinois (UIUC) - M vo Tom nm 1985 v lmSiebel(bn vic cho hngtri) Oracle vi cng v k s h thng, c bu lm ph ch tch Oracle M vo nm 1990. Sau ng ri khi Oracle v lm tng gim c cho Gain Technology, mt hng sn xut phn mm v multimedia. n nm 1993, Siebel lp ra hng Siebel Systems, chuyn lm cc sn phm CRM. Cng ty pht trin nhanh chng v pht hnh chng khon trn th trng t do vo nm 1997. Nm 1999 cng ty c tp ch uy tn Fortune bnh chn l cng ty pht trin nhanh nht ti M. Nm 2003, cng ty Siebel c doanh s l 1,35 t la (so vi 100 triu nm 1997), vi 5.000 nhn vin v hn 4.000 khch hng trn ton th gii. Tom Siebel gi khong 15% c phn ca Siebel vi gi tr l 4,7 t la

Bn hng T ng ha lc lng bn hng: cung cp cho nhn vin bn hng cc thng tin lin quan n KH v cc cng c tr gip vic bn hng v tng hiu sut s dng thi gian ca nhn vin bn hng. Cng c ny c th gm cc phn h qun tr cc lin h v i tng tim nng, phn h to cc bn cho hng, phn h thc hin vic bn hng, theo vt hnh vi ca KH, phn tch hiu sut lm vic ca nhn vin bn hng v phn h d on doanh s. Trung tm tr li KH (call center): cung cp cc phn h qun l vic h tr cc KH hin c cng nh cung cp thng tin sn phm/dch v cho KH tim nng. Cng c ny thng thng gn lin vi h thng mng in thoi hoc cc h thng trao i a knh. Cng c cng c th c thm cc phn h o to trc tuyn (t xa) cho i ng bn hng, phn h to cc bn trnh din trn Power Point, hoc t sinh ra cc th cho hng. Qun tr dy chuyn cung (demand-chain): cc cng c gip m rng dy chuyn cung cp (supply chain) n tn KH, bao gm cc phn h qun l v thng tin sn phm, to cc catalog trc tuyn, d on yu cu v ti u ha vic lm gi; Qun tr quan h vi cc i l/i tc: gm cc phn h qun tr mng li i tc, qun l vic phn chia th trng cho i l, qun l hoa hng cho i l v d on doanh s. Dch v khch hng Qun tr dch v h tr: cc cng c ny s c a vo cc trung tm tr li hoc cc trung tm h tr qua Internet. Cng c ny c th gm nhng phn h: qun tr trao i KH, tr gip lin lc a knh web-email, theo vt cuc gi, cho php KH t phc v (t tm kim cc h tr cho sn phm/dch v trn mng extranet ca cng ty). ng dy nng: cc phng tin v phn mm cho php KH c th gi in trc tip n b phn dch v 24/7 (24 gi mi ngy, 7 ngy mi tun). Cng c

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ny cng thng bao gm tin ch tr li t ng gip KH t tm cu tr li cho mt s cu hi thng gp lin quan n sn phm/dch v h ang s dng. Qun tr cc dch v ti ch: cc cng c cho php qun l cc tr gip ti hin trng (a im ca KH) nh qun l v hu cn, xp hng cc yu cu t KH v t lch cho i h tr, qun l kho vt t lin quan n dch v cho KH... Phn ln cc CEO hin nay thiu quan tm v cng c CRM. Vi cc l do c th sau: o i vi vic qun tr khch hng, mi doanh nghip thng c mt chin lc ring v t chc thc hin vic qun tr khch hang theo li ring. Ti cc doanh nghip c b phn hay phng chuyn trch, mi c nhn b phn ny thng c mt cch thc thc hin ring:

Mi c nhn thng c ngun database khch hng ring, t chia x. CEO ch cn quan tm n doanh s bn hng. Do vy, vic quan tm khch hang sau bn hang thng c t quan tm v n gin l cc nhn vin Sale cng thng thay i ch lm. Mt khc, cc doanh nghip Vit Nam hu nh khng c b phn R&D, do vy cng khng c khi nim ly nhu cu khch hng lm nh hng sn xut kinh doanh cc sn phm ca mnh. Thng thng mi nhn vin marketing hoc sale lun c mt vng an ton hay b mt ca mnh, t khi chia x, y l tr ngi ln nht khi p dng CRM. Cc nhn vin cm thy phi g b do phi thng xuyn cp nht d liu thng tin m khng mang li li ch c th thit thc trc mt cho mnh, nn thng chng i hay tham gia chiu l. * i vi cc chin dch qung co hay khuyn mi, thng thng c t chc theo kiu: bn hng tn kho, ly doanh s, adua theo i th cnh tranh, tranh ginh th phn trong thi on ngn. Gn nh t c doanh nghip c hn mt chin lc CRM bi bn. Thng thng p dng cc chin thut ngn hn. * B mt kinh doanh cng l mt tr ngi ln nht khi p dng CRM. Vic p dng cng c CRM thng i khi l b mt kinh doanh, c bit i vi cc doanh nghip thng phi chi tiu cc ph hoc cc doanh nghip ang c vn v uy tn.
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* Vic p dng CRM, i hi cc nhn s tham gia phi c tin cy v b mt ti chnh, b mt sn phm y l iu rt kh trong tnh hnh lut php Vit Nam gn nh khng c cng c bo v doanh nghip khi nhn vin gy thit hi cho doanh nghip. Vic p dng cng c CRM thng to cho CEO hay CFO mt cm gic mt an ton v thng tin. o Mt s CEO i hi qu nhiu v cng c CRM, h ngh rng CRM gn nh c sn cc cch thc gip h gii quyt vn v thng giao cho b phn IT qun tr, khng c nhn s chuyn trch. o p dng CRM cho mt doanh nghip, bn thn CEO cng phi thay i cch lm vic. Trong khi bt k doanh nghip no nu cha c hn mt khi nim v emaketting, nu trang b cng c CRM, gn nh phi thay i trn 20% cch thc iu hnh, doanh nghip t khi s hu c hn mt chuyn gia chuyn nghip v CRM, do vy c khong 70% doanh nghip tht bi khi trang b cng c CRM. Bt k CEO no khi trang b CRM cng mong mun tng nng sut, tng hiu qu nhng li khng bit cch thc t chc d liu, xy dng mt chin lc CRM v chin dch trn cng c CRM. Bn thn cc CEO quen lm vic trn s sch, mail, note .. v theo cc s thch thun tin khc, nay cng b bt buc phi tun theo quy trnh m li cha thy hiu qu trc mt. o Mt c th cho th trng Vit Nam l: * Khch hng s dng cng ngh thng tin cn thp, dn n cc tin ch trong CRM khng pht huy hiu qu. * Thnh cng CRM kh o m c c th. Dn n ch c nhng cng ty m khi lng nhn vin vn phng s dng my vi tnh trong tc nghip nhiu th may ra mi nh gi c. o Cc nh cung cp phn mm v CRM cng l mt trong nhng nguyn nhn hn ch p dng CRM trong cc doanh nghip Vit Nam

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* Mt s phn mm c chi ph qu cao, gn nh khng CEO no oan chc c v hiu qu u t, nn khng dm trang b. Mt s doanh nghip ln trang b nhng n nay vn cha nh gi c hiu qu ca n. L do, cng c CRM c gi cao, thng thng c cc cng ty nc ngoi cung cp, c vit ring cho tng doanh nghip, nhng cc chuyn gia nc ngoi li thiu hiu bit su sc v th trng Vit Nam v nhn s Vit Nam. * Cc phn mm sn xut hng lot c gi c ph hp thiu tnh ty bin ph hp cho tng doanh nghip. Mt khc mc ph hp ca cng c CRM c gi c ph hp i vi cc quy trnh sn xut kinh doanh ca tng doanh nghip thng di 50%, dn n doanh nghip mun p dng cng c CRM phi thay i li c cu t chc. Mt iu na, l mi doanh nghip thng thng i hi cng c CRM p dng cho doanh nghip mnh phi c c th ring vt ln i th cnh tranh, nhng gn nh cc nh cung cp hu ht l dn IT, khng th p ng c i hi ca doanh nghip. * Cc phn mm v CRM gi c ph hp thng thng ch c mt phng php v cch thc thc hin, gn nh khng c phn mm no cha ng nhiu phng n t chc thc hin v ty bin theo nhu cu ca doanh nghip. Khi cc doanh nghip t vit ring, cc nh cung cp gi c ph hp khng nng lc m phng quy trnh ha li hot ng ca doanh nghip, t vn cng nh ci thin quy trnh hin hu. Thng thng cc nh cung cp v CRM bn ci mnh c, ch khng bn ci doanh nghip cn. Cc nh cung cp CRM khng c cch tip cn khch hng theo hng to cho khch hng c nim tin v cm nhn cng c ny s to nn s pht trin v an ton cho doanh nghip. Ngha l thiu hn cc chuyn gia v CRM chuyn giao hay thit lp hay m phng quy trnh kinh doanh ca doanh nghip ln cng c CRM, lm sao khch hng thy thc s c li nhun. * Cc phn mm v CRM thiu hn cc cng c giao tip khc, tc l thiu s thu ht ngi s dng quan tm. Ni nm na CRM i vo quy trnh qun l ca doanh nghip, cc phn mm phi b sung nhiu cc tin ch khc (d thc s c th khng cn thit hay khng lin quan n CRM). Nhng nh ni trn, phn ln nh cung cp chm chm bn ci mnh c, khng chu h mnh i ng vng. Trc khi tri cc c nhn ca doanh nghip yu thch CRM, cc nh cung cp cn phi trang b kh nhiu tin ch giao tip khc d khng cn thit cho ngi dung,
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to s thch th v quan tm ca ngi dung bng cc tin ch nh phc v cng vic hng ngy ca h trc khi i su vo CRM. o Nguyn nhn c bn nht l cc CEO ti Vit Nam thng l dn tay ngang, khng c o to bi bn v CEO. Thng thng cc CEO ti Vit Nam l dn K thut hoc Thng gia. Mt khc cc CEO c o to bi bn nc ngoi khi v iu hnh cc doanh nghip trong nc thng tht bi rt nhiu, nn cc doanh nghip Vit Nam mt nim tin v cc kin thc qun tr tn tin. Do vy, li ch ca CRM i vi cc CEO l gn nh m m. Do vy vi bt li ln nht l phn mm CRM khng c nhu cu bt buc nh nhiu phn mm khc, l thuc rt nhiu v vn ha v trnh qun l ca CEO. Gn nh c th ni vic trang b CRM l ph thuc vo phong cch qun l ca CEO, l thuc vo nhu cu ca CEO ch khng l thuc vo nhu cu ca doanh nghip.

Tim nng pht trin v CRM hin nay ti Vit Nam s ln:

o Cc doanh nghip sau mt thi gian hot ng, thng thiu hn ngun database bi bn v khch hng. Cc nhn vin Marketting hoc Sale ngh vic, doanh nghip thng mt lun ngun d liu t cc nhn vin ny. Rt nhiu doanh nghip sau mt thi gian pht trin, cm thy mi mt v vic qun l theo kiu khng chnh quy, nay mong mun p dng cc kiu qun l chnh quy. Vic tm kim khch hng theo kiu thun tin truyn thng bt u thc s kh khn. Nhu cu i hi ca khch hng ngy cng cao v gn ng nht, gn nh c h thng ha c. o Vic p dng CRM thc s n gin, khng phc tp rm r hay i hi c chuyn mn cao. Cc doanh nghip t quy m nh n ln, t chc bi bn hay cha u c th p dng CRM c nu c nhn lc chuyn trch ph hp. o Cng ngh thng tin ti VN pht trin, vic p dng tin hc vo qun tr doanh nghip c nhiu doanh nghip quan tm. Sau cn st ISO, CRM, ERP th trng v CRM ng bng kh lu, thi gian cho nh cung cp v doanh nghip cn s dng c cch nhn nhn ng vn hn.

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o Vi mc lm pht cao, cc doanh nghip bt u phi tit kim chi ph, do vy CRM l mt cng c kh thch hp. Cc doanh nghip bt u c thc cao v vic qun tr khch hng theo vn ha v t duy mi. Tng quan v vic s dng CRM hiu qu trn th trng ti giai on hin nay: gn nh cha c bo co hay iu tra no. Thc ra iu ny cng d hiu, v y l b mt kinh doanh. Hng tip cn CRM ch hng vo cc doanh nghip: + Sn lng cung cp mt d liu trung thc v y v khch hng. Nhng ngi tham gia tc nghip sn lng chia x theo tng cp bc (vi chnh sch bo mt theo nhm v theo 2 chiu quan h). c bit l b phn bn hng phi sn lng chia x v tham gia nhit tnh trong chui quan h khch hng. + u tin: Cc cng ty cung cp dch v (T vn, Ti chnh, Qung co, Mi gii, Bn bun bn l) c lng khch hng ng. Cc cng ty sn xut hng tiu dng..

c thm http://sugarcrmvietnam.com/ve-sugarcrm-viet-nam/29-ly-do-chonsugarcrm/128-tong-quan-ve-tinh-hinh-su-dung-crm-cua-cac-doanh-nghiep-vietnam.html#ixzz1WI0fIvWo

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