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CHNG 1: NGHA CA QUN L QUAN H KHCH HNG Mc tiu ca chng

n cui ca chng ny, bn s hiu: 1 ba quan im chnh v khc nhau v CRM 2 mt s hiu lm chung v CRM 3 l do ti sao cc cng ty v khch hng l ng lc thit lp v duy tr cc mi quan h vi nhau, hay khng 4 tm quan trng ca s tin tng v cam kt trong mt mi quan h 5 s hi lng ca khch hng, lng trung thnh ca hng v hiu qu kinh doanh c kt ni nh th no 6 nm c tri c mt s quan tm CRM. 7 lm th no xc nh CRM. khch

Gii thiu
Gii thiu Qun l quan h khch hng, hoc CRM, c ngha khc nhau vi nhng ngi khc nhau. Ngay c ngha ca ba ch vit tt CRM tranh ci. Hu ht mi ngi s dng CRM ch qun l quan h khch hng. Nhng ngi khc s dng CRM khch hng c ngha l quan h tip th. Mt nhm khc, trong nim tin rng khng phi tt c khch hng mun mt mi quan h vi mt nh cung cp, b qua mi quan h t, thch thut ng qun l khch hng. Vn cn nhng ngi khc la chn biu hin mi quan h marketing.D c gi l g i na, CRM l r rng l mt thc t kinh doanh tp trung vo khch hng. Thut ng CRM ch s dng cho mt vi nm. Thut ng CRM ch s dng cho mt vi nm. Mt ln xem, t chc bi mt s cc cng ty cng ngh (CNTT) thng tin, l rng thut ng CRM c s dng m t cc ng dng phn mm t ng ha tip th, bn hng v dch v chc nng ca cc doanh nghip. Mc d th trng cho cc phn mm CRM by gi l dn c vi nhiu ngi chi n bt u tr li vo nm 1993, khi Tom Siebel thnh lp Siebel Systems Inc s dng thut ng CRM c th c ngc tr li thi k . V ca lch s tng i ngn ca n vn

cn l cuc tranh lun v ngha ca CRM. Mt s s nhm ln t ra bi v thut ng c s dng trong mt s cch khc nhau. Chng ti c th suy ngh v CRM ti ba cp : chin lc, hot ng v phn tch, nh l tng kt trong hnh 1.1 v m t di y.

Chin lc CRM
Chin lc CRM l tp trung vo s pht trin ca mt nn vn ha Trung tm khch hng doanh nghip. Nn vn ha ny l dnh ring cho chin thng v gi khch hng bng cch to v cung cp gi tr tt hn so vi i th cnh tranh. Cc nn vn ha ny c phn nh trong lnh o hnh vi, thit k h thng chnh thc ca cng ty, v huyn thoi v nhng cu chuyn c to ra trong cng ty. Trong mt nn vn ha khch hng trung tm bn mong i ngun lc c cp pht ni h tt nht s nng cao gi tr khch hng, h thng khen thng thc y nhn vin hnh vi m tng cng s hi lng ca khch hng, v thng tin khch hng c thu thp, chia s v p dng trn kinh doanh. Bn cng s mong i tm cc anh hng ca doanh nghip l nhng ngi cung cp gi tr vt tri hoc dch v cho khch hng. Nhiu doanh nghip yu cu l khch hng trung tm, khch hng dn, tp trung khch hng hoc khch hng theo nh hng, nhng t. Tht vy, c th c rt t cng ty kch thc bt k m khng yu cu phi l mt nhim v p ng yu cu khch hng Cc doanh nghip theo nh hng bn hng hy gi nh rng nu h u t trong qung co, bn hng, quan h cng chng (PR) v xc tin bn hng, khch hng s c thuyt phc mua. Rt thng, mt nh hng bn hng sau mt nh hng sn xut. Cng ty sn xut sn phm gi r v sau thc y h rt nhiu dch chuyn hng tn kho. Mt khch hng hoc theo nh hng th trng cng ty c phn mt tp hp cc tn ngng v vic a khch hng u tin. N thu thp, ph bin v s dng cc khch hng v thng tin cnh tranh pht trin cc xut gi tr tt hn cho khch hng. Mt cng ty Trung tm khch hng l mt cng ty hc tp lin tc iu chnh theo yu cu khch hng v iu kin cnh tranh. Khng c bng chng rng khch hng-centricity tng quan mnh m vi hiu sut kinh doanh Nhiu nh qun l s tranh lun rng centricity khch hng phi l ph hp vi tt c cng ty. Tuy nhin, cc giai on khc nhau ca th trng hoc pht trin kinh t, nh hng khc c th c khng co mnh m hn. Khch hng centricity cnh tranh vi logic kinh doanh khc. Kotler xc nh ba nh hng kinh doanh ln khc: sn phm, sn xut v bn Cc doanh nghip sn phm theo nh hng tin rng khch

hng chn sn phm vi cht lng tt nht, hiu sut, thit k hoc tnh nng. y thng l rt sng to v kinh doanh cng ty. Nhiu mi doanh nghip Start-up l sn phm theo nh hng. Trong nhng cng ty rt ph bin cho ting ni ca khch hng thiu khi quyt nh quan trng tip th c thc hin t hoc khng c khch hng nghin cu c tin hnh. Qun l lm cho cc gi nh v nhng g khch hng mun. Kt qu l sn phm c overspecified hoc overengineered cho cc yu cu ca th trng, v do qu tn km cho phn ln cc khch hng. iu ni rng, cc nh tip th xc nh mt tp hp con ca tng i gi insensitive khch ngi m h dub nh i ' mi', nhng ngi c kh nng phn ng tch cc yu cu cng ty v sn phm xut sc. Tht khng may, y l mt phn on tng i nh, khng nhiu hn 2,5 phn trm ca th trng tim nng Cc doanh nghip sn xut theo nh hng tin rng khch hng chn sn phm cao-gi. Kt qu l, h c gng gi cho hot ng chi ph thp, v pht trin cc tuyn ng chi ph thp th trng. iu ny cng c th thch hp trong vic pht trin nn kinh t hoc trong cc phn on sinh hot ph ca pht trin econo-mies, nhng phn ln cc khch hng c yu cu khc. Trnh iu khin ca Hy s khng c thu ht vo cc thng hiu nu h bit rng cng ty ch c ngun gc yu t u vo nh phanh h thng t cc nh cung cp chi ph thp nht. Henry Ford khng gp phi vn ny giai on u ca s pht trin ca th trng t. N cho khch hng, h c th c bt k chic xe h mun min l n l mu en. Nhng sau , n cnh tranh v s mong i ca khch hng thay i.

Hot ng CRM
Hot ng CRM l tp trung vo t ng ha ca khch hng phi i mt vi cc phn ca cc doanh nghip. CRM phn mm ng dng khc nhau cho php cc chc nng tip th, bn hng v dch v c t ng. Cc ng dng ln trong hot ng CRM xut hin trong hnh 1.2. T ng ha tip th -th trng phn khc -chin dch qun l -s kin da tip th T ng ha lc lng bn hng -c hi qun l, bao gm c qun l ch -lin h vi qun l - xut th h -cu hnh sn phm T ng ha dch v -lin h vi v gi cho Trung tm hot ng -dch v da trn web -lnh vc dch v

Tip th t ng ha (MA) Tip th t ng ha (MA) p dng cng ngh tip th cc qu trnh. Nhiu kh nng c cung cp bi phn mm MA: phn khc khch hng, qun l chin dch v da trn s kin tip th. Phn mm cho php ngi dng khm ph d liu khch hng ca h pht trin lin lc nhm mc tiu v cung cp. Phn khc, trong mt s trng hp, c th cp ca khch hng c nhn. Cung cp duy nht c th c thc hin cho mt khch hng duy nht ti mt thi im thch hp trong thi gian Tip th t ng ha cho php cc cng ty pht trin, ngn sch v thc hin cc chin dch truyn thng. N t ng ha lung cng vic multiperson cung cp sn lng thng tin lin lc. Thng thng, mt chin dch truyn thng da trn in s lin quan n mt s ngi chng hn nh tip th qun l, phn tch th trng, copywriter, ngh s, my in, nhng ngi bn hng v phng tin truyn thng ngi mua. Nhng ng gp ca h cho cc chin dch c th co-lc vi s gip ca phn mm. MA cng c th kim ton v phn tch hiu sut chin dch, v trc tip dn t qung co chin dch n knh bn hng thch hp nht. Trong mi trng multichannel, qun l chin dch l c bit l th thch. Mt s nh bn l thi trang, v d, c ca hng thnh ph, mt trang web etail, trang ch mua sm, ca hng danh mc v c l ngay c mt TV mua sm knh. Mt s khch hng c th duy nht cho mt knh duy nht, nhng hu ht s l multichannel trin vng, nu khng phi c khch hng nhiu knh. Tch hp giao tip chin lc v nh gi hiu sut yu cu mt s lng ng k ca thng tin thu thp v phn phi, v ngi qun l trn cc knh ny. S kin da tip th cng c bit n nh kch hot da tip th. Thng thng, bn hng hoc hnh ng dch v c khi xng bi mt cng ty p ng vi mt s hnh ng ca khch hng. Khch hng hnh ng gy nn phn ng cng ty. Nu mt doanh nghip khch hng email trong mt yu cu thng tin, iu ny c th bt u mt qu trnh bn hng bt u vi mt cuc gi lch s cm n khch hng yu cu. Khi mt ngi s dng creditcard gi mt trung tm lin lc hi thm v hin ti t l li sut, iu ny c th c dng nh l mt du hiu rng cc khch hng l so snh la chn thay th, v c th chuyn sang mt nh cung cp khc nhau. S kin ny c th kch hot mt cung cp c thit k gi li khch hng. Cc cng ty c th trawl cc giao dch lch s, v bn hng v cc h s dch v, xc nh cc khai thc cc kt ni gia cc s kin v kt qu. V d, n c th c pht hin ra rng nhiu khch hng mua cc chuyn bay n k l cng mua bo him y t gi tr cao. Mt cng ty m hc c v kt ni ny c th nhm mc tiu sn phm bo him y t khch du lch.

T ng ha lc lng bn hng (SFA) T ng ha lc lng bn hng (SFA) l dng CRM, ban u. N p dng cng ngh qun l cc hot ng bn hng ca cng ty. B phn trong qu trnh bn hng c th c hy thnh mt s giai on nh th h ch, ch bng cp, cn nhn dng, pht trin chi tit k thut, th h xut, trnh by ngh, x l phn i v ng bn. Phn mm t ng ha lc lng bn hng c th c cu hnh m hnh trong qu trnh bn hng ca bt k ngnh cng nghip hoc t chc. Phn mm t ng ha lc lng bn hng cho php cc cng ty t ng ghi li cc khch hng tim nng v theo di cc c hi khi h tin hnh thng qua cc ng ng dn bn hng theo hng ng ca. Cc ng dng thng minh ca SFA da trn d liu ton din khch hng c sn mt cch kp thi cho nhn vin bn hng thng qua cc phng tin truyn thng khc nhau nh my tnh bn, my tnh xch tay v my tnh cm tay, tr l k thut s c nhn (PDA) v in thoi di ng. Phn mm t ng ha lc lng bn hng c nhiu kh nng, bao gm c c hi qun l, qun l lin h, th h ngh v cu hnh sn phm. C hi qun l cho php ngi dng xc nh v tin c-ities bn t dn tnh trng thng qua closure v hn th na, thnh sau bn hng h tr. Phn mm qun l c hi thng cha dn qun l v bn hng d bo cc ng dng. Dn qun l cc ng dng cho php ngi dng vt qua vng loi khch hng tim nng v trc tip ca h, c l s t ng, nhn vin bn hng thch hp. Bn hng d bo cc ng dng thng s dng giao tc lch s v nhn vin bn hng c tnh sn xut s c lng bn hng trong tng lai. Qun l lin lc cho php ngi dng qun l ca h lin lc chuyn nghip-gramme vi khch hng. C s d liu khch hng ang pht trin trong lin lc lch s c ghi li. ng dng qun l lin lc thng c cc tnh nng nh khch hng t ng quay s bng, nhn vin bn hng c nhn lch v th in t chc nng. V d, c thng th xy dng th in t mu trong Microsoft Outlook m c th c c nhn ho vi cc chi tit c nhn khch hng trc khi giao hng. Mu c th c xy dng m cm n mt khch hng cho mt n t hng, hoc trnh by mt bo gi. T ng ha lc lng bn hng l cn c vo thng tin khch hng phi c to sn cho cc thnh vin i ng bn hng ngay v/hoc khch hng ti im ng thi gian. Trong multiperson quyt nh n v, iu quan trng l xc nh nhng ngi cn nhng thng tin no. Cc cng ty nn c gng c c nhng thng tin bn phi n ng ngi (xem case 1.1).

Roche l mt trong nhng t chc hng u th gii da trn nghin cu y t, tch cc trong vic khm ph, pht trin v sn xut cc dc phm v cc h thng chn on. Cc t chc c truyn thng c sn phm Trung tm v kh ngho trong lnh vc qun l khch hng. Roche ca khch hng l cc hc vin y t quy nh cc sn phm cho bnh nhn. Thng tin khch hng trc y thu thp c thng qua mt s ngun tin loi tr ln nhau, khc nhau, t thm c nhn th t vit tay, v khng tch hp vo c s d liu hoc trung np h s h thng, a ra quan im khng y ca khch hng. Roche xc nh s cn thit phi p dng mt cch tip cn nhiu khch hng-centric hiu khch hng ca h tt hn, ci thin dch v cung cp cho h v tng hiu qu bn hng. Roche thc hin mt h thng t ng ha lc lng bn hng ni tt c cc d liu v tng tc vi khch hng c lu tr trong c s d liu trung tm m c th c truy cp trong sut t chc. iu ny dn n Roche l c th to h s khch hng, phn on khch hng, v giao tip vi khch hng hin ti v tim nng. K t khi thc hin ca n Roche thnh cng trong vic xc nh, chin thng v gi chn khch hang ngh cc ng dng th h cho php nhn vin bn hng t ng ho vic sn xut cc xut cho khch hng. Nhn vin bn hng i vo chi tit nh l sn phm m, khi lng, tn khch hng v phn phi yu cu ments v phn mm t ng to mt bo gi gi s a vo ti khon ca khch hng quan h tnh trng. Khch hng khng thng xuyn ni chung c th mong i tr tin khch hng quan trng hn Sn phm cu hnh phn mm cho php nhn vin bn hng t ng thit k v gi cc gii php ty bin cho khch hng cc vn . Config-urators rt hu ch khi sn phm l c bit l phc tp, chng hn nh cc gii php CNTT. Configurators c da trn mt ' nu... th ' quy tc cu trc. Trng hp tng qut ca quy tc ny l 'X nu c chn, th y l cn thit hoc b cm hay legitimated hay khng b nh hng.' V d, nu khch hng la chn mt tnh nng c th (ni, c bit a cng cho mt my tnh), sau iu ny quy ra mt s s la chn khc hoc lin quan n cc tnh nng cng ngh khng tng thch hoc qu tn km hoc phc tp sn xut. Pha cng ngh ca SFA thng i km vi mt n lc ci thin v chun ho qu trnh bn hng. iu ny lin quan n vic dng imple mt phng php bn hng. Bn hng phng php cho php cc thnh vin i ng bn hng v qun l thng qua mt ci nhn tiu chun ha v chu k bn hng, v mt ngn ng ph bin tho lun v cc vn bn hng. Nhiu phng php-ologies c pht trin trong nhng nm qua, trong c vng quay (hnh 1.3), 8 Ti khon mc tiu bn (TAS), RADAR v bn cc chin lc Mt s cng ty i mt vi nhim v bn phc tp c bit. iu ny l c bit l thc s ca s mnh quan trng hng triu la

bn hng chng hn nh cc doanh thu ca h thng phng th chnh ph cc nc. y, mt i ng nhng ngi t pha bn cung cp s bn cho mt nhm t chnh ph/khch hng bn trong mt thi gian di, c th mt vi nm. S c mt lng ln s lin lc tp hiu, pht trin v cung cp cho rt yu cu khch hng chi tit k thut. N l r rng cn thit theo di cn thn tnh trng ca cc c hi v qun l a ch lin lc trong ti a cch hiu qu v hiu qu. Ngay c ni bi cnh bn l mt cch ng k t phc tp, SFA vn gi ra li ha tt hn lin h v c hi qun l. T ng ha dch v cho php cng ty t ng ho cc hot ng dch v ca h, cho d giao thng qua mt trung tm cuc gi, mt trung tm lin lc, web hoc mt mt trong lnh vc ny. Phn mm cho php cc cng ty qun l v phi hp ca h lin quan n dch v trong rng buc v rng buc ra khi truyn thng qua tt c cc knh. Nh cung cp phn mm cho rng iu ny cho php cc cng ty tr nn hiu qu hn v hiu qu, do gim chi ph dch v, ci thin cht lng dch v, nng nng sut v gia tng s hi lng ca khch hng. T ng ha dch v khc bit ng k ty thuc vo sn phm ang c phc v. Sn phm tiu dng thng thng c phc v thng qua cc ca hng bn l, cc trang web hoc mt trung tm cuc gi nh l im lin h u tin. Cc knh lin lc thng c h tr bi kch bn cng c trc tuyn gip chn on vn trn lin h u tin. Mt s cng ngh c ph bin trong t ng ha dch v. Phn mm nh tuyn cuc gi c th c dng chuyn cc cuc gi trong nc x l thch hp nht. Cng ngh nh ting ni tng tc phn ng (IVR) cho php khch hng tng tc vi cc cng ty my tnh. Khch hng c th nhp vo mt h thng IVR sau khi nghe hng dn ca trnh n hoc bng in thoi bn phm (kha 1 cho la chn A, kho 2 cho ty chn B) hoc bng ging ni. Nu u tin lin h vn ngh quyt khng phi l c th, qu trnh dch v c th sau bao gm cho php li ca hng ho, v chu k sa cha lin quan n bn th ba cung cp dch v. V d ca mt qu trnh bao gm in thoi di ng v my nh. T ng ha dch v thit b th ln l kh khc nhau. iu ny thng bao gm vic chn on v sa sai hnh ng s c thc hin trong lnh vc ny, ti a im ca thit b. V d v cc loi dch v bao gm iu ha khng kh cng nghip v in lnh. Trong nhng trng hp ny, t ng ha dch v c th bao gm vic cung cp dch v k thut vi diag-nostics, hng dn s dng sa cha, qun l hng tn kho v thng tin vic lm trn my tnh xch tay. Thng tin ny sau c ng b theo chu k thng xuyn cp nht h thng CRM trung tm.\ Nhiu cng ty s dng mt s kt hp ca cc knh trc tip v gin tip c bit l cho cc chc nng dch v v bn hng. Khi gin tip cc knh c tuyn dng, hot ng CRM h tr chc

nng ny thng qua qun l quan h i tc (PRM). Cng ngh ny cho php cc i tc giao tip vi cc nh cung cp thng qua mt cng, qun l dn, bn hng n t hng, thng tin sn phm v u i. Cu hnh sn phm phn mm cho php nhn vin bn hng t ng thit k v gi c ty chnh gii php cho cc vn ca khch hng. Configurators rt hu ch khi sn phm c c bit phc tp, chng hn nh IT cc gii php. Configurators c da trn mt 'nu. . . sau l "quy tc cu trc. Cc trng hp chung ca quy tc ny l "Nu X l chn, sau Y l cn thit hoc b cm hoc hp php hoc khng b nh hng V d, nu khch hng la chn c bit l tnh nng (v d, mt a cng c bit cho mt my tnh), sau ny bc b s la chn nht nh hoc cc tnh nng khc lin quan c cng ngh khng tng thch hoc qu tn km hoc phc tp sn xut. Pha cng ngh ca SFA l bnh thng i km vi mt n lc ci thin v chun ha quy trnh bn hng. iu ny lin quan n vic thc hin mt phng php bn hng. Phng php bn hng cho php i ng bn hng thnh vin v qun l thng qua mt ci nhn tiu chun ca chu k bn hng, v mt ngn ng chung tho lun v cc vn bn hng. nhiu phng php c pht trin trong nhng nm qua, bao gm c SPIN (Hnh 1.3), 8 Mc tiu Ti khon bn hng (TAS), 9 RADAR10 v chin lc Selling.11 Mt s cng ty phi i mt vi nhim v bn hng c bit phc tp. y l c bit ng vi doanh s bn hng triu la nhim v quan trng nh doanh s bn hng ca h thng phng th cho cc chnh ph quc gia. y, mt nhm ngi t pha cung s bn cho mt nhm t chnh ph khch hng bn trong mt thi gian di, c th mt vi nm. S c mt lng ln s tp phim lin lc hiu, pht trin v cung cp n rt yu cu chi tit k thut ca khch hng. r rng l iu cn thit theo di cn thn tnh trng ca c hi v qun l a ch lin lc nhiu nht cch hiu qu v hiu qu. Ngay c khi bi cnh bn l ng k t phc tp hn, SFA vn gi li ha tip xc tt hn v c hi qun l. Dch v t ng ha Dch v t ng ha cho php cc cng ty t ng ha cc hot ng dch v ca h, cho d l cung cp thng qua mt trung tm cuc gi, mt trung tm lin lc, cc trang web hoc faceto phi i mt trong phn mm field.i cho php cc cng ty qun l v phi hp dch v lin quan trong rng buc v gii hn ra thng tin lin lc trn tt c cc knh. Cc nh cung cp phn mm cho rng iu ny cho php cc cng ty tr nn hiu qu hn v hiu qu, bng cch gim chi ph dch v, ci thin cht lng dch v, nng nng sut v tng s hi lng ca khch hng. Dch v t ng ha khc nhau ng k ty thuc vo sn phm c phc v. Sn phm tiu

dng thng c phc v thng qua bn l ca hng, cc trang web hoc mt trung tm cuc gi nh l im tip xc u tin. Nhng lin h knh thng c h tr bi cc cng c kch bn trc tuyn gip chn on mt vn tip xc u tin. Mt s cng ngh ph bin dch v t ng ha. Phn mm nh tuyn cuc gi c th c s dng trc tip cc cuc gi trong nc x l thch hp nht. Cc cng ngh nh li thoi tng tc tr li (IVR) cho php khch hng tng tc vi my tnh cng ty. Khch hng c th u vo cho mt h thng IVR sau khi nghe trnh n hng dn hoc bng bn phm in thoi (phm 1 cho cc ty chn A, phm 2 la chn B) hoc bng ging ni. Nu phn gii u tin lin h vi vn l khng th, qu trnh dch v sau c th lin quan n vic cho php tr li hng ho, v mt chu k sa cha lin quan n mt nh cung cp dch v bn th ba. V d nh vy mt qu trnh bao gm in thoi di ng v my nh. Dch v t ng ha cho cc thit b vn ln l kh khc nhau. iu ny thng lin quan n hnh ng chn on v khc phc c thc hin trong lnh vc ny, ti v tr ca thit b. V d v cc loi dch v ny bao gm cng nghip iu ha khng kh v lm lnh. Trong nhng trng hp ny, dch v t ng ha c th lin quan n vic cung cp cc dch v k thut vi chn on, sa cha hng dn s dng, qun l hng tn kho v thng tin cng vic trn my tnh xch tay. Thng tin ny sau c ng b trong khong thi gian thng xuyn cp nht cc h thng CRM tp trung. Nhiu cng ty s dng mt s kt hp ca cc knh trc tip v gin tip c bit l bn hng v chc nng dch v. Khi cc knh gin tip l lm vic, hot ng CRM h tr chc nng ny thng qua i tc qun l quan h (PRM). Cng ngh ny cho php cc i tc giao tip vi nh cung cp thng qua mt cng thng tin, qun l dn, bn hng n t hng, thng tin sn phm v u i.

phn tch CRM Phn tch CRM l c lin quan vi cc d liu khch hng khai thc tng cng c khch hng v gi tr cng ty. Phn tch CRM c xy dng trn nn tng ca thng tin khch hng. D liu khch hng c th c tm thy trong cc kho trn ton doanh nghip: doanh s bn hng d liu i Lin h cc trung tm khc nhau t cc trung tm cuc gi m h x l cc cuc gi in thoi khng ch, m cn thng tin lin lc trn cc phng tin truyn thng khc nh mail, fax, th in t v tin nhn SMS. (mua lch s), d liu ti chnh (lch s thanh ton, im s tn dng), tip th d liu (chin dch phn ng, lng trung thnh d liu chng trnh), dch v d liu. i vi nhng d liu ni b c th c thm vo d liu t cc ngun bn ngoi: geodemographic v li sng ca d liu t cc t chc kinh doanh thng minh, v d. Vi ng dng cc cng c khai thc d liu, cng ty c th thm vn cc d liu. Thm vn thng minh cung cp cc cu tr li cu hi nh: khch hng c gi tr nht ca chng ti l ai? Trong khch hng c xu hng cao nht chuyn n cc i th cnh tranh? Trong khch hng s c nhiu kh nng i ph vi mt cung cp c th? Phn tch CRM tr thnh mt phn thit yu ca CRM c hiu qu thc hin. CRM hot ng u tranh t c hiu qu y khng c thng tin phn tch v gi tr ca khch hng. khch hng gi tr a quyt nh CRM nhiu hot ng, chng hn nh:? Chng ta s nhm mc tiu m khch hng cung cp ny? ? u tin tng i ca khch hng ch i trn ng dy l g, v nhng g mc dch v c cung cp nh th no?? Ti nn tp trung n lc bn hng ca ti? T quan im ca khch hng, phn tch CRM c th cung cp tt hn, kp thi hn, thm ch c nhn ty chnh, cc gii php ca khch hng vn , do nng cao s hi lng ca khch hng. T cng ty quan im, phn tch CRM cung cp cho cc khch hng tim nng ca crossselling mnh m hn v bn chy chng trnh, v gi chn khch hng hiu qu hn v khch hng chng trnh mua li. Nh bn l Wal-Mart s dng phn tch CRM. N thu thp d liu t 1200 ca hng ca mnh xc nh c phn on c mua sm, nhng g h ang mua v chng trnh khuyn mi hiu qu nht. N lin tc c gng nng cao gi tr trung bnh gi thng qua CRM phn tch hiu qu. Trng hp 1,2 cho thy mt Vng quc Anh da trn danh mc kinh doanh doanh nghip (B2B) hot ng tm thy phn tch CRM ci thin hiu qu ca n trn mts s liu chng hn nh chi ph ca vic mua li khch hng, bn hng ban u cho mi duy tr khch hng, trung bnh gi tr khch hng v khch hng, so nhng g n thng t c m khng c ci nhn su sc phn tch c cung cp bi CRM.

s hiu lm v CRM Nhm ln v CRM ny lm tng mt s hiu lmc th thch di y. S hiu lm 1: CRM l tip th c s d liu C s d liu tip th l c lin quan vi s pht trin v khai thc d liu khch hng cho mc ch tip th. Cc cng ty thu thp d liu t mt s ngun. Nhng d liu ny c xc minh, lm sch, tch hp v lu tr trn my tnh, thng xuyn trong kho d liu hoc d liu siu th. H sau c s dng cho mc ch tip th nh phn khc th trng, nhm mc tiu, pht trin v giao tip khch hng. Trong lch s, hu ht cc cng ty c t gn cc th trng h phc v v bit khch hng ca h mt thit. Rt thng s c mt i mt, thm ch ngy ngy, tng tc vi khch hng, trong kin thc v yu cu v s thch ca khch hng ln. Tuy nhin, nh cng ty pht trin ln hn, h tr thnh iu khin t xa t khch hng m h phc v. Xa xi khng phi l ch dn a l; n c th cng c vn ha. Ngay c mt s ngi M c ngng m nht cng ty khng phi lc no cng hiu c th trng h phc v. Disney pht trin ca mt cng vin ch gn th nc Php, Paris, khng phi l mt thnh cng ban u bi v h khng cung cp gi tr mong i ca khch hng chu u. V d, Disney khng cung cp du khch ru ti ch. Chu u, tuy nhin, quen vi vic thng thc mt thy tinh hoc ru vi thc n ca chng. Trong khi , cc cng ty ln v va thc s xy dng v khai thc c s d liu khch hng, CRM trong phm vi rng ln hn nhiu so vi c s d liu tip th. Rt nhiu nhng g chng ta m t trc nh CRM phn tch c s xut hin ca tip th c s d liu. Tuy nhin, vn m t theo CRM chin lc hoc hot ng khng con s trong c s d liu tip th.

S hiu lm 2: CRM l mt qu trnh tip th Vt qua u tin, iu ny s xut hin l ng, c bit l i vi nhng ngi tham CRM c ngha l tip th quan h khch hng. Tht vy, CRM ng dng c th c s dng cho nhiu hot ng tip th: Phn khc th trng, khch hng mua li, duy tr khch hng, khch hng pht trin (crossselling v bn), qun l chin dch, v qun l c hi,v d. mc chin lc, tuy nhin, CRM c th c s dng nh mt cng ngh ct li h tr s mnh ca cng ty tr thnh khch hng trung tm. Cc d liu khch hng h tr mt chin lc CRM

c th c chia s rng ri hn trong sut cc doanh nghip hn so vi chc nng tip th mt mnh. hot ng qun l c th s dng d liu khch hng sn xut cc sn phm ty chnh v dch v. Nhn dn qun l (nhn s) c th s dng ca khch hng d liu u tin gip tuyn dng v o to nhn vin cho cc cng vic tuyn u m giao tip vi khch hng. Nghin cu v pht trin qun l c th s dng d liu khch hng tp trung pht trin sn phm mi.\D liu khch hng khng ch c th c s dng tch hp khc nhau ni b cc phng ban, nhng cng c th chia s gia cc doanh nghip m rng vi nh cung cp v cc i tc bn ngoi. V d, Tesco, quc t siu th hot ng, c mt s sn phm mi hp tc pht trin mi quan h vi nh cung cp chnh. Tesco cng cng tc vi mt ngn hng ln cung cp cc dch v ti chnh cho khch hng Tesco. C hai hot ng yu cu chia s thng tin v khch hng ca Tesco vi nh cung cp v i tc. R rng, c nhiu CRM hn l mt qu trnh tip th. S hiu lm 3: CRM l mt vn IT Nhiu ngi trong vic trin khai CRM u c xem l CNTT sng kin. Hu ht cc Trin khai CRM i hi vic to ra cc khch hng cht lng cao c s d liu v trin khai cc gii php CNTT. Tuy nhin, iu ny khng nn c c sai. Qun l quan h khch hng l nhm mc ch to ra gi tr tt hn cho khch hng v cng ty. Mc tiu ny ch n gin l thc hin bi CNTT. Ni rng CRM l v IT cng ging nh ni rng lm vn v thung hoc ngh thut m l v c. K t khi n l mt to kh nng ca mc tiu kinh doanh, do nhiu nht l mt phn ca CRM n lc. Khng phi tt c cc sng kin CRM lin quan n u t CNTT. Trng tm ca CRM l qun l tt hn cc mi quan h khch hng. iu ny c th lin quan n hnh vi thay i nhn vin ca hng, gio dc ca nhn vin trung tm cuc gi, v mt tp trung vo s cm thng v tin cy nhng ngi bn hng.

S hiu lm 4: CRM l v lng trung thnh n Chng trnh lng trung thnh ph bin trong nhiu ngnh cng nghip, chng hn nh thu xe, cc hng hng khng, thc phm bn l, khch sn. Khch hng tch ly cc khon tn dng, chng hn nh airmiles, t mua hng. Sau c mua li ti mt s im trong tng lai. Hu ht cc chng trnh lng trung thnh yu cu cc thnh vin mi hon thnh mt ng dng hnh thnh khi h tham gia chng trnh. Thng tin nhn khu hc l thng c s dng cng vi vic mua d liu gip cc cng ty tr nn hiu qu truyn thng tip th ca h v cung cp pht trin. Trong khi , mt s trin khai CRM lin quan n lng trung

thnh n khng phi tt c. Chng trnh lng trung thnh c th ng hai vai tr trong vic trin khai CRM. u tin, chng to ra d liu cho c s d liu khch hng c th c s dng hng dn khch hng hot ng mua li, duy tr v pht trin. Th hai, chng trnh lng trung thnh c th phc v nh mt ro cn xut cnh. Khch hng tch ly tn dng trong mt chng trnh c th khng a thot khi mi quan h. Tch ly tn dng phn nh gi tr u t khch hng c thc hin trong chng trnh ny, v do trong mi quan h. Chng trnh lng trung thnh s c tho lun chi tit hn trong Chng 9. cng ngh c th ng mt vai tr trong vic chuyn i m. Mt s n lc chc chn thnh cng hn hn nhng ngi khc. Cc ngnh cng nghip ngn hng trin khai CRM rt rng ri, nhng vn c s khc bit ng k gia s hi lng ca khch hng xp hng v t l duy tr khch hng trn ton ngnh cng nghip. Bt k cng ty cng c th c gng thc hin CRM hot ng h tr CRM cng ngh. Bt k cng ty vi mt lc lng bn hng c th t ng ho bn, qun l lnh o v cc quy trnh qun l lin lc. Cng ng cho qu trnh tip th v dch v. Cng ngh CRM c th c c s dng h tr cc chin dch tip th trn c s khch hng. n cng c th c s dng h tr x l truy vn, gii quyt vn v khiu ni qun l. Tuy nhin, hot ng CRM c th c tt hn tp trung nu c h tr bi CRM phn tch. V d, vic bn phng php tip cn c th khc nhau gia cc nhm khch hng khc nhau. khch hng cao hn gi tr tim nng c th s c cung cp phi i mt phi i mt vi bn thp hn gi tr khch hng c th kinh nghim Telesales. Phn tch CRM l da trn d liu khch hng. D liu l cn thit xc nh khch hng c kh nng to ra gi tr nht trong tng lai, v phn chia cc c s khch hng thnh cc on c yu cu khc nhau. Cung cp khc nhau sau thng bo cho tng nhm khch hng ti u ha gi tr t cc cng ty v khch hng trong di hn. Nu nhng d liu ny sau mt tch CRM phn tch khng th c thc hin. khng s h tr c thc hin cho vic trin khai CRM hot ng. Mi quan h l g? 'R' trong CRM l vit tt ca 'quan h'. Nhng chng ta lm nhng g thc s c ngha bi biu hin mi quan h? Mt mi quan h gia khch hng l g v nh cung cp? Suy ngh v mt mi quan h dyadic, l mt mi quan h gia hai bn, chng ta c th xc nh mt mi quan h nh sau: Mi quan h bao gm mt lot cc tp phim gia dyadic cc bn tham gia theo thi gian.

-----------------------------------------------------------------------------------------------------PHN CA V CHA DCH/ NG BN V LM BI NG K HOCH y l s ch dn ch yu t tng ca CRM ,khch hng khng nn nhn vo vic qun l kinh doanh mt cch c lp,m khch hng l ngun thu nhp sut i ca doanh nghip.V d trong ngnh xe hi,n c lng mt nh bn l cua General Motors cho bit h c ti 276000 dolla trong sut thi gian h bn xe(11 hoc nhiu hn cc loi phng tin khc),ph tng hoc dch v khc.Khi khch hng ca GM chuyn sang hng Ford,thu nhp t khch hng ny c th b mt Mc d li nhun sinh ra t mi quan h ,thnh thong lm nn ch nhiu doanh nghip trong vic thit lp mi quan h vi khch hng ca h,c th nh trong mi quan h gia doanh nghip v doanh nghip 1.Mt s kim sot:Mi quan h l mt tha thun song phng v bi vy h i hi phi pht trin s kim sot n phng bn ngoi ngun lc.Mi quan h gia hai bn l s mong i nhng hnh ng ph hp v ngun lc c trin khai bi c hai bn v nhng b phn khch na.Thnh thong s u t d lm cho nhng mi quan h khng quay tr li khi mi quan h b ph v 2.s cam kt ngun lc: Mi quan h ph thuc vo cam kt ca nhng ngun lc nh con ngi,thi gian v tin bc.Nhng cng ty quyt nh n s tt hn nu ngun lc phn pht cho nhng nh qun l khch hng hoc c s kinh doanh khc nh cng ty kinh doanh hoc pht trin ngun nhn lc 3. c hi gi c: nu ngun lc c cam kt vi mt khch hng th h khng th s dng ci khc.Mi quan h ny mang n cho h nhiu c hi gi c.Nu bn cam kt ngun lc vi khch hng ,bn c th thit lp quan h vi khch hng B thm ch n tt hn c mt li tuyn b. S THA MN CA KHCH HNG,S TRUNG THNH V HIU QU KINH DOANH Cc nguyn nhn CRM ci thin kt qu kinh doanh bi nng cao s tha mn ca khch hng v gia tng s trung thnh ca khch hng nh biu 1.6.s tha mn tng ln bi v khch hng cho php nhng doanh nghip hiu khch hng ca h tt hn,v to ra ,ci thin gi tr khch hng.Cng nh s tha mn ca khch hng tng ln th nh mua li ca tng ln.iu thc s nh hng n hot ng mua hng v c ngha n vic nh hng kt qu kinh doanh. S tha mn ca khch hng S trung thnh ca khch hng Hiu qu kinh doanh

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Nhng bin s ny v s lin kt gia chng s c kim tra.u tin,bin c chnh s tha mn khch hng,s trung thnh v hiu qu kinh doanh s c miu t S tha mn khch hng l ch c ch trng nhc ti v c nh ngha mt cch thn trng bng nhiu cch.N c th c nh ngha nh sau: S tha mn l s thc hin ca khch hng tr li cho mt kinh nghim mua hng hoc l mt phn ca vic mua hng S tha mn l s phn ng li mt cch thch th.Khng tha mn l s p ng li mt cch khng thch th. iu d bao gm sn phm,dch v,cch thc, hoc bt k th g to nn tri nghim mua hng ca khch hng Cch thng thng nht so snh s tha mn ca khch hng l so snh s nhn thc trong kinh nghim mua hng vi nhng g h k vng.iu c bit l nh l s mong i khng ph hp vi s tha mn ca khch hng.V c bn,mu ngh nu nh khch hng nhn thy c s mong i ca h th h tha mn.nu nh mong i ca h.Nu mong i ca khch hng khng c thc hin.y l s khng thch hp v h s khng hi lng.S thch hp hon ton khi s mong i vt mc s mong i ca h.Khch hng c th cm thy ngc nhin hoc sung sng. l s tha mn c tha nhn,khch hng c c s mong i v h c th xt don hiu qu.Mt phn ng ngc ca s tha mn c nh du bi ngi tm kim s ph hp vi mong i ca khch hng.Lc s mong i ca khch hng c th gp nhng khch hng vn cha tha mn .iu ny din ra khi s mong i ca khch hng cn thp ti mong i chic my bay b mun,ti khng vui Nhiu cng ty tm hiu nhu cu v s mong i nhn thc c iu g l quan trng i vi khch hng v sau o lng nhn thc ca ngi tiu dng so snh hiu qu kinh doanh ca mnh v ca i th cnh tranh.iu trng yu trong CRM nm yu t gi tr li tuyn b ci m to nn gi tr cho khch hng .Cc cng ty phi lm tt trong vic cung cp gi tr quan trng ca sn phm S trung thnh cng l ch c quan tm tm kim .C hai cch tip cn ch r v o lng lng trung thnh.u tin khch hng c tip tc mua hng hay khng?Th hai chng ti duy tr c phn ca mnh thng qua chi tiu ca khch hng khng? Trong mi trng u t ni m khch hng mua sn phm v dch v vi s lng nhiu hay t hn bng lng cn cung cp.phn ng gp ca khch hng tr li cho cu hi l mt phn quan

trng .Nhng nh qun l maketing ca nhng cng ty s dng RFM d do lng lng trung thnh .Lng trung thnh nht c th l nhng ngi c im s cao ba im bin s: mua hng mi (R), mua hng thng xuyn (F), gi tr tin ca vic mua hng(M).Nhng bin s ny c th c o lng nh sau: R= qung thi gian t ln mua hng cui F= s ln mua hng trong mt khon thi gian c th M= gi tr mua trong mt khon thi gian c th Lng trung thnh thi c o lng bi s xem xt s cu thnh ca thi nh lng tin, cm nhn v mc ch mua hng.Nhng khch hng c s thch mnh,s bao hm hoc s cam kt t nh cung cp c nhiu s trung thnh trong thi ca khch hng. Thng thng ngi tm kim c th kt hp c s nhn nhn ton din ca lng trung thnh khch hng.Theo s nhn bit ca Dick v Baus ti biu 1.7 Theo tc gi nhn thy c bn kha cnh ca lng trung thnh theo s gia tng thi v s lp li hnh vi mua hng .Lng trung thnh tht s l nhng khch hng c mc mua hng lp li mc cao thi quan h khng kht hn.S mua hng lp li cao khng c s lin quan vi thi tt hn c th phn hi s khng hp tc,s thay i gi cao v s khng quan tm.Lng trung thnh tim tng tn ti khi mt thi tt khng i cng vi vic mua hng lp li.C l y l cu hi cho phn phi v s thun tin. Trn thc t,cch xc nh cch c x ca lng trung thnh c thu ht bi s lng bn v li nhun nhn c t hnh ng ch khng phi t thi .Mt cch tip cn thi c th gip nh qun l hiu cn lm g xy dng cp cao ca lng trung thnh ,ci m khng ch hnh vi ca i th cnh tranh.Tuy nhin,n khng r rng t mu ny, thi i trc cch c x hoc cch c x i trc thi Mua hng lp li cao thp mnh Trung thnh thi lng trung thnh tim tng

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khng c lng trung thnh

Nhng nh nghin cu tha nhn kt qu nhn c c th thng qua theo mt cch thng nht .Theo nhng t khc, mi loi c th i theo v lm tng thm nhng th khc

Hiu qa kinh doanh c th o lng bng nhiu cch .Phng hng gn y o lng da trn ti chnh trong ngn hn nh s u t tr li hoc tng phn trm c phn .Nhng cng ty dn u th trng thng vn hnh theo hng thit t kt qu t c nh i din cho mt cn cn thng bng.Bn bin s s dng thit t cha kha dn n hiu qu (KPI):ti chnh,khch hng,ni b,hc tp v pht trin.Mi quan h ny hm gia ngi lnh o l nhng con ngi (hc tp v pht trin ) lm nhiu th (ni b) cho khch hng c th tc ng n hiu qu kinh doanh.Nhng ch s KPI c th ty bin theo mi t chc bao gm: Ti chnh S u t li Tng phm trm th trng Tng thm gi tr kinh t Khch hng S tha mn ca khch hng Gi chn khch hng Ginh c khch hng Lng trung thnh cu khch hng Chim gi khch hng Tng phn trm khch hng Thu nhp tng Th phn th trng tng C phn ca khch hng nh biu 1.8 c phn ca khch hng ch trng vo vic tng th phn ca khch hng mc tiu hoc nhn khc th trng b qua hn l th phn ca nhng th trng thp Ni b Cht lng ca vic thch ng Chi ph sn xut Chu k kinh doanh Tc th trng Qun tr tn kho H thng thng tin khch hng ng gi, y khng sai trong dch v logistics Hc tp v pht trin S hi lng ca nhn vin Gi chn nhn vin Nhn vin lnh ngh Nng sut lao ng Phiu ghi im c cao c th da vo ni dung ca CRM.Cc cng ty cn hi nhng cu hi sau : Khch hng tc ng nh th no n kt qu ti chnh ? nhng yu t bn trong tc ng nh th no hiu qu ca khch hng? Yu t hc tp v pht trin nh hng nh th no n hiu qu ca ni b? biu 1.6 ta thy khch hng tc ng n s tha mn v lng trung thnh lin kt vi hiu qu kinh doanh.Nhng loi hnh kinh doanh khc trng cy vo thc hnh CRM trong cung cp dch v vi bn loi ch dn.H tin rng s tha mn ca nhn

vin c thc hin trong qu trnh to gi tr cho khch hng, ngi tr nn trung thnh v li nhun t nhng sn phm cho cng ty Mt chng trnh cn c vo nhng iu g? Nhng nh nghin cu c s lin kt gia s tha mn ca khch hng,lng trung thnh v hiu qu kinh doanh c tho lun.Nhng phn tch lm trn trn d liu quc t,d liu quc gia, d liu cng nghip v d liu ca lin hip cng ty.Bng danh mc s tha mn khch hng chu u l mt cng c.N th hin mi quan h gia s lng mi quan h c th thay i c, bao gm gi tr khch hng nhn thc c,s tha mn v lng trung thnh ti cp cao.M hnh khng m rng bao gm hiu qu kinh doanh.Tuy nhin, nhng nh nghin cu d tm ra mi quan h cao gia gi tr nhn thc ,s tha mn v lng trung thnh.Ti cp quc gia,d liu khch hng t SCSB lin quan ti li nhun .Mt quan h c thit lp ,cho bit s tha mn hin ti tc ng nh th no n li nhun ngy mai.D liu SCSB kt ni s o lng da trn khch hng vi o lng ngun ti chnh vi kt qu kinh doanh nh kh nng sn xut v s u t tr li.Nhng nh nghin cu SCSB thm vn in thoi 35000 c nhn ngi m c kinh nghim v sn phm hoc dch v v a ra nhng nh gi khc thng v s tha mn ca h qua 9 phn ca nn cng nghip.SCSB l mt danh mc ton quc.C nhng th khc c,Switzerland v M.Ging nh hc,s dng data t ACSI cng tm thy s tha mn c tc ng ln lao trong hiu qu kinh doanh mc d c s bin i qua nhng b phn S lng nn cng nghip v nhng cng ty bao gm truyn thng ,ngn hng, hng khng,phn phi in thoi ng h mi quan h gia s tha mn khch hng,lng trung thnh v hiu qu kinh doanh. thc ca qun l quan h khch hng. -Vin thng. Mt nghin cu ca ngnh cng nghip vin thng pht hin ra rng mt Tng 10% trong mt ch s hi lng ca khch hng d on l 2 mi % tng trong duy tr khch hng(mt bin php hnh vi ca lng trung thnh) v mt li sut 3% doanh thu (mt bin php hiu qu kinh doanh). Cc tc gi kt lun rng s hi lng ca khch hng l mt ch dn duy tr tng trng, doanh thu v doanh thu ca khch hng. - Ngn hng. Mt nghin cu khc pht hin ra rng s hi lng ca khch hng trong bn l ngn hng cao tng quan vi li nhun chi nhnh. rt hi lng khch hng c s d 20% cao hn so vi khch hng hi lng v mc hi lng theo thi gian, v vy s d ti khon. Ngc li cng ng nh mc hi lng gim, v vy ti khon cn bng. -Hng hng khng. Mt nghin cu trong ngnh cng nghip hng khng kim tra s lin kt gia

khch hng khng hi lng, thu nhp hot ng, doanh thu hot ng iu hnh chi ph. Nghin cu xc nh cc trnh iu khin ca s khng hi lng cc yu t ti trng cao, x l sai hnh l v ng gi km. cc nghin cu kt lun rng nh s bt mn tng, doanh thu hot ng (mt ch s v hnh vi khch hng) gim, hot ng thu nhp gim v chi ph hot ng tng -Xe phn phi. Mt nghin cu ca Volvo ch s hu xe t kim tra cc lin kt gia s hi lng ca khch hng vi ba thuc tnh - mua xe, dch v hi tho v xe - v lng trung thnh v i l hiu qu kinh doanh. Kt qu cho thy im mt quy m gia tng s hi lng ca khch hng tng th c kt hp vi mt 4 mt phn trm gia tng li nhun i l mua xe tip theo hnh minh t ho u 1.9 t

Tng li nhun vo s hi lng ca khch hng

QUN TR QUAN H KHCH HNG c mt tc ng c th so snh v t l duy tr khch hng vi mt quy m mt s thay i im i xung (ni 3-2 trn quy m nm cng mt im). Ngoi ra, cc lin kt c th c phi tuyn tnh. Phi tuyn tnh i khi phn nh suy gim tr li, ln khc li tng.V d, li nhun tng c th t c trong vic gi chn khch hng l khi s hi lng ca khch hng tng theo qui m, nh trong hnh 1.9. u t vo s hi lng ca khch hng ngy cng tng Highmc cao v hiu sut khng c tc ng tng t nh u t cc cp thp hn v hiu sut. Tuy nhin, c th khch hng mun to mi quan h vi cng ty? Mc d r rng rng cc cng ty mun mi quan h vi khch hng,n cng c ngha rng khch hng ph thng mun mi quan h vi cc nh cung cp. C mt s trng hp khi mt khch hng B2B c th mun Low 6 7 2 3 4 5 1 Rt hi lng Rt khng hi lng lng Hi mt mi quan h lu di vi mt nh cung cp. Chng bao gm: -sn phm hoc cc ng dng ca n l phc tp, v d, mng c s h tng - sn phm chin lc quan trng hoc nhim v quan trng, v d, li nguyn liu cung cp cho mt nh sn xut

- c yu cu dch v h lu, v d, i vi my cng c - ti chnh ri ro l cao, v d, trong vic mua phn ln vn thit b Trong mt bi cnh B2C, cc mi quan h c th c tm kim khi khch hng tm kim li ch nhiu hn v trn nhng ngi trc tip bt ngun t vic mua, tiu th hoc s dng sn phm hoc dch v.V d: - Cng nhn.Mt khch hng c th cm thy c gi tr khi c cng nhn v c lu tn. - C nhn. V d, theo thi gian, mt th lm tc c th hiu c nhng u i c bit hoc k vng ca khch hng -quyn lc. Mt s quyn lc khng i xng trong cc mi quan h gia cc ngn hng v khch hng ca h c th o ngc khi khch hng cm thy rng h c mi quan h c nhn vi cn b ngn hng c th hoc cc chi nhnh - Gim thiu ri ro. Nguy c di nhiu hnh thc: hiu sut, vt l, ti chnh, x hi, tm l. ngha ca qun l quan h khch hng gy bt tin cho nhiu khch hng. Mt mi quan h c th gim, hoc thm ch c th loi b ri ro nhn thc. V d, mt khch hng c th pht trin mt mi quan h vi mt nh xe gim kh nng nhn thc v nguy c vt l c mt dch v gi xe. Mi quan h ny cung cp s m bo rng cng vic c kho lo thc hin v rng chic xe l an ton li. - Trng thi. Khch hng c th cm thy rng a v ca h c tng cng bi mt mi quan h vi mt t chc, chng hn nh mt cu lc b sc khe u t - Chi nhnh. Nhu cu x hi ca nhn dn c th c p ng thng qua thng mi, hoc khng thng mi da trn mi quan h. Nhiu khch hng (thnh vin) ca cc hip hi chuyn nghip hoc cng ng Phn khc khch hng khc nhau v mong mun ca h c mi quan h vi cc nh cung cp. .Trong ngnh ngn hng, v d, cc cng ty ln c b phn ngn qu ca h v thng c c t gi tr t mi quan h ngn hng;nhng ch ti khon t nhn nh khng c nhu cu i vi cc dch v cng l mt mi quan h cung cp. CRM c tri Mt s c tri, cng bao gm h thng sinh thi CRM,c mt quan tm n CRM: - Cc cng ty thc hin CRM. Nhiu cng ty thc hin CRM chin lc. Th trng phn mm CRM c cho l hon thin trong cc th trng CRM ln nht, M.Cc cng ty ln trong cc ngnh cng nghip hon thin l ngi u tin p dng CRM.H c theo di bi cc cng ty c trung bnh.Hin vn cn tim nng cho cc CRM t c cc cng ty nh hn, cc th trng khc trn ton th gii v khi ng kinh doanh mi.

- Khch hng v i tc ca cc cng ty. Cc khch hng v cc i tc ca cng ty thc hin CRM l c bit quan trng c tri. Nu CRM khng nh d nh, n s cung cp kinh nghim ca khch hng c ci thin - Nh cung cp phn mm CRM. Nh cung cp phn mm CRM bao gm cc cng ty chng hn nh Siebel, PeopleSoft, Oracle Pivotal, SalesLogix v Salesforce.com. Mt s cc nh cung cp cung cp cc h thng CRM m-un c th c bt hoc tt theo nhu cu ca khch hng. V d, Siebel cung cp mt s dch v khc nhau ca t ng ha phn h: gi cho trung tm, dch v web v cc lnh vc dch v. QUN TR QUAN H KHCH HNG -Cc nh cung cp phn cng CRM v c s h tng. Cc nh cung cp phn cng v c s h tng cung cp cc cng ngh cho vic trin khai CRM. H cung cp cc cng ngh nh my ch, my tnh, cc thit b cm tay, phn cng trung tm cuc gi v h thng in thoi. - T vn vi a dng cc kh nng nh chin lc, ng dng, kinh doanh, t vn k thut. T vn c hng li rt ln t vic trin khai CRM. H gip cc cng ty thc hin CRM trong mt s cch: la chn gia cc nh cung cp khc nhau, pht trin k hoch thc hin v qun l d n thc hin c trin khai. Hu ht cc trin khai CRM l bao gm mt s lng ln cc d n nh hn, v d, tch hp h thng, nng cao cht lng d liu, phn khc th trng, quy trnh k thut v thay i vn ha.Cc t vn ln nh Accenture, McKinsey, BearingPoint, Braxton v CGEY CRM cung cp tt c cc t vn.Cng ty nh hn i khi cung cp chuyn mn chuyn ngnh. Peppers v Rogers cung cp t vn chin lc. SAS v MicroStrategy tp trung vo phn tch thng k d liu khch hng.DunnHumby c bit n vi chuyn mn trong vic khai thc d liu cho cc mc ch phn khc, Nh cp trc , c rt t s ng thun v nhng g cu thnh CRM. Cc nh cung cp CRM v cc chuyn gia t vn c th thy ct li ca CRM bao gm ba yu t chnh: c s d liu khch hng, kh nng khai thc mt s thng tin, v mt b cc ng dng giao din ngi dng bao gm tip th, bn hng v chc nng dch v khch hng hot ng trn tt c cc knh v cc im cm ng. Cc cng ty thc hin CRM c th xem n nh l mt ci g th s v c bn, chng hn nh cch thc lm kinh doanh tp trung vo khch hng. Trong thi hn cc cng ty, cc nhm chc nng khc nhau c th c quan im khc nhau: c th xem n nh l vic thc hin h thng, trong khi tip th c th nhn thy n nh l mt cch tt hn chy cc chin dch. Ti sao cc cng ty thc hin CRM? Cc cng ty ang c ng lc p dng CRM cho c hai l do phng th v tn cng. ng c tn cng c lin quan vi mong mun nng cao li nhun bng cch gim chi ph v tng doanh thu

thng qua ci thin s hi lng ca khch hng v lng trung thnh. ng c phng th pht sinh khi cc i th cnh tranh hng u p dng CRM thnh cng, v mt cng ty lo ngi mt khch hng v doanh thu. Cc cng ty ngh n vic p dng CRM phi i mt vi mt vn quan trng. h cn phi bit gi phi tr cho CRM . u t vo CRM c th chi ph nhiu hng triu la. Vic u t in hnh ca mt cng ty ton cu 3500 cng ngh trong CRM (phn mm v dch v) c c tnh l 15 -30 triu la M mi nm. ngha ca qun l quan h khch hng Cng ngh khng phi l chi ph duy nht ca CRM. Mt d n CRM c th mt t ba n nm nm thc hin y . Cc chi ph cng ngh c khuynh hng tp trung ca d n.Khi thi gian hot ng d n, con ngi v chi ph hot ng tr nn ln hn. Nhng ngi trong bin ch hin nay cn phi c tay ngh cao hoc b mt vic lm.ti nng mi vi k nng CRM-hu ch, chng hn nh phn tch khch hng, c th phi c tuyn dng.C cu t chc c th cn phi c ci t, c l bng cch thay i n t mt trung tm sn phm n mt cu trc trung tm khch hng. Cng ngh thng thng s chim ch mt phn nm n mt phn ba ca tng s Chi ph d n CRM. Nhiu cng ty by gi xem xt tng chi ph quyn s hu, v chi ph qu trnh trong vic tnh li nhun trn u t. Trong vic trin khai CRM sm khng c nhiu bng chng Cc nh cung cp v t vn bn CRM trn li ha duy tr khch hng ln hn li nhun.Ngy nay, cc nh cung cp s dng bng chng trong vic bn cho khch hng mi:CRM h tr quyt nh u. Sm chp nhn mua CRM bi v h cm thy n p ng khch hng ca h tt hn. Trong nhng nm gn y c bnh lun nhiu v hiu qu ca CRM. Nghin cu Gartner c tnh rng t l tht bi l 65% v n c th leo thang n 80%, v rng "c mt ci nhn ngy cng tng gia cc t chc p dng CRM l cc d n ca h khng cung cp gi tr k vng cho khch hng. Mt cuc kho st Internet ca mt s khch hng CRM 2200, trong c nhiu ngi ci t GoldMine, Onyx, Oracle, PeopleSoft, Pivotal, SalesLogix, SAP v Siebel sn phm, kt lun rng s hi lng ca khch hng vi cc sn phm CRM l thc s rt thp. Ch s hi lng ca khch hng s im trung bnh trn tt c cc nh cung cp l 63,1, thp hn so vi bo co trong cc nghin cu khc so snh vi cc lnh vc khc, Cuc kho st o lng thuc tnh: trin khai thc hin, tp trung khch hng, s hi lng gi, h tr v chc nng. Trong khi c mi quan tm v pha khch hng thc hin CRM, cc nh cung cp v t vn, c l bt ng, lc quan hn. Mt bo co t Accenture tuyn b rng 10% ci thin trong 21 kh nng CRM hng u, bao gm c dch v khch hng v thng tin khch hng, red Reichheld t Bain v Cng ty ni ting tuyn b rng 5% ci thin duy tr khch hng, mt mc tiu quan trng ca nhiu ngi, Chin thut CRM co th nng cao li nhun tu 45 n 95 % trong nhiu loai hinh doanh nghip

Mc du co nhiu bng chng ung h cho vic cung cp ROI bng chin thut CRM, nhiu nghin cu khac chi ra rng 45% cng ty khng th tinh toan c ROI bng ngun u t CRM cua ho, Chi co 1/3 s cng ty trong cuc khao sat cua GGEY co th cung cp bt c c tinh nao v sut sinh li cua ngun u t CRM Cac n lc tinh toan ROI t ngun u t CRM xoay quanh 3 cu hoi : 1. iu i c xem la 1 ngun u t trong CRM? 2. iu gi c xem la sut sinh li cua knh u t CRM? 3. Sut sinh li nn c tinh toan vao thi ky nao? iu i c xem la 1 ngun u t trong CRM? Cac cng ty s dung CRM trong kinh doanh thng phai bo ra 1 khoang chi tiu trong 1 vai linh vc, co th la chi phi doanh nghip hay chi phi vn. Cac chi phi o thng nm trong 3 mang chinh: IT, nhn s va chi phi vn hanh Chi phi cho Cng ngh thng tin bao gm s u t cho s phat trin cuatr c s ha tng v c s d liu, phn cng va phn mm. Chi phi cho phn cng va phn mm ang giam dn. Doanh nghip co th mua phn mm vi ban quyn hoc khng co ban quyn. 1 vai phn cua phn mm co th c cn cho 1 s u t ln cho CRM. No co th bao gm SFA, ban quan ly ban hang t ng, trung lin lac, MA, ban quan ly thng mai in t Chi phi nhn s bao gm phi tuyn dung, phi tai c cu va phi ao tao. Chi phi cho chuyn gia IT phu thuc vao ngun nng lc. Trong thi ky thiu ngun nng lc, chi phi cho nhn vin IT se tng nhanh. Chi phi vn hanh cung co th chim 1 khoang ang k. Cng vic hin tai co th se cn sp xp lai. Chi phi quan ly d an, tai c cu va t vn se tn 1 khoang chi tiu ang k cua doanh nghip iu gi c xem la sut sinh li cua knh u t CRM? cp chin lc CRM, nhm iu hnh s mun bit khon u t trong CRM s mang li bao nhiu li nhun. i vi cc d an ln, phc tp, lu di, y l mt cu hi khng th tr li. tnh ton c s phat trin lin quan n CRM cn yu cu tt c cc bin s khc nh hng n phng trnh li nhun phai c g khng thay i, hoc thit k mt th nghim. Cac cuc trin khai ln co th mt ti 5 nm hoan thanh. Trong thi gian , mi trng cnh tranh c th thay i ng k, vi cac i thu mi vo, sp nhp v mua li, cc sn phm mi trn th trng, v mong i ca khch hng c tng ln Mc du cac c ng mong i rng hi ong se tinh toan hiu qua i vi mt tp hp cc ch s ti chnh kh, qun l cp cao cng c kh nng s dng mt s ch tiu ca CRM. Mt kho st cho thy rng khch hng quan tm n tm nhn, trong giam c iu hanh se phat trin 1 cai nhin cho doanh nghip v cac chin lc cua ho t tm nhin cua khach hang la kt qua co gia tri nht cua CRM. Ro rang rng, kt qua nay kho ma c tinh toan bi nhng con s cu th

Nh a cp trn, bt c cuc trin khai quy m ln nao u bao gm mt s lng cac d an quy m nho. Mi d an nay u tn 1 khoang thi gian va chi phi. Tuy nhin, khng phai d an nao cung co li nhun. Vi du nh, u t cho s phat trin c s d liu va phn khuc thi trng thng tn tai nhng chi phi chim ma khng co no se khng th thc hin cac chin lc marketing CRM va chin lc ban hang. o la nhng chi phi cn thit chin lc CRM hoat ng Vi cac d an quy m nho, sut sinh li c tinh d dang hn. Nu chi co 1 cng thc c tinh toan, thit lp 1 muc tiu hiu sut ro rang la hoan toan co th lam c. Vi du nh, daonh nghip co th tinh toan c s lng vn ban nghi trc va sau SFA, hay s lng khach hang tim nng tr thanh khach hang chinh thc. Mc du vy, nu khng co s quan ly phu hp, ban quan ly se khng th am bao rng nguyn nhn cua s thay i la do u t CRM Khi cac d an ln c chia thanh cac phn nho hn, doanh nghip se d dang hn trong vic thit lp cac KPI cu th tinh toan c s anh hng cua CRM ln 1 hoc ca 2 cng thc li nhun: doanh thu hoc chi phi. Cac KPI vn hanh co th bao gm nng sut ban hang tt hn, gim chi ph dch v, v tng c phn ca khch hng. Cac KPI phn tich co th bao gm gim chi ph mua ca khch hng, ci thin nng sut t cc chin dch tip th trc tip, v t l s hu nhiu sn phm cao hn. Vi du nh, ngn hang co th tng kha nng li nhun t khach hang bng cho khach hang mua mt vai san phm nh tai khoan tit kim, tai khoan u t va cac chinh sach bao him. Nhng khach hang chi co tai khoan hin tai thng khng mang lai li nhun. Rt nhiu chin dich trin khai CRM thm chi s dung nhiu phng phap gian tip cua anh hng CRM ln ROI. Nhng phng phap nay khng em lai li nhun hay tn bt c chi phi nao. Hn th na, chung tinh toan c cac yu t iu khin cua mt hay ca hai, vi du nh, s hai long cua khach hang hay s duy tri cua khach hang. Anderson, Fornell va Lehmann a chi ra rng mc hai long cao cua khach hang co th iu khin li nhun. Reichheld a cng bng khi no rng s duy tri cua khach hang co th iu khin li nhun. Ca 2 u la nhng nhn t cua mt xich hai long-li nhun a c cp trn Sut sinh li nn c tinh toan vao thi ky nao i vi nhiu cng ty, CRM la 1 ngun u t dai han co th c hoan vn trong 5 nm hoc dai hn. D trn quan im CRM chuyn t chin lc n hot ng va phn tch, khung thi gian m hiu sut c o tr nn ngn hn. Mt t chc co th bt u t khach hang trung tm da trn vic s dung CRM hay khng l mt cu hi m ch c th c tr li trong di hn. Tuy nhin, n chc chn c th o lng cc chi ph v tc ng doanh thu ca cc chin dch tip th CRM trong mt vi tun, nu khng phi l ngy. Co rt nhu bi canh trong vic thc hin CRM va trong cac vn v mi quan h ma cac doanh nghip gp phai trong cac bi canh o. Qun l quan h khch hng c nhiu hnh thc v xac inh

c nhiu vn v cac mi quan h. Bn bi cnh s c xem xt la: ngn hng, cc nh sn xut t, cc cng ty cng ngh cao v cc nh sn xut hng tiu dng. Ngn hng v cc cng ty vin thng thng gp phai cac khch hng c nhn. H mun s dung CRM cho kha nng phn tich cua doanh nghip giup h qun l t l tht thoat khch hng v nng cao hiu sut bn hang. K thut khai thc d liu c th c s dng xc nh khch hng nao c th bo i, nhng g c th c thc hin gi ho lai, khch hng nao tim nng doanh nghip chao ban, v lm th no giao tip vi nhng ngi cung cp 1 cach tt nht. Ngn hng v cc cng ty vin thng mun ly 1 khoan ln tin cua khach hang. Trong iu kin ca CRM, h l c hai dch v vn chuyn vo trung tm lin lc trong mt n lc gim chi ph. _ Nh sn xut t lam vic vi mng li phn phi / i l. H c rt t tip xc vi ngi tiu dung. H s dung CRM cho kh nng ca doanh nghip gip h pht trin mi quan h tt hn v nhiu li nhun hn vi mng li ca h. T khi khng con kt ni thu cng vi nha cung cp, h xy dng trang web cho php chng tng tc vi nhng ngi tiu dung. iu ny giup ho co nhiu kinh nghim hn v yu cu ca khch hng. Cui cng, h hy vng rng CRM s cho php h ginh c 1 khoang tin ln hn cua ngi tiu dung danh cho xe, bo tr v chu k thay th. _ Cc cng ty cng ngh cao sn xut cc sn phm phc tp thng c bn bi cc t chc i tc. V d, cac nh pht trin phn mm sng to nh c truyn thng hp tc vi cc cng ty nh IBM c phn phi v bn hang cua minh. Tuy nhin, cc cng ty nh Dell i mi cc phng thc tip cn. H giao tip trc tip vi khach hang (DTC). Cc cng ty DTC nay c th s dng CRM thu thp thng tin khch hng, phn chia thanh cac mang khach hang, t ng ha qu trnh bn hng ca h vi sn phm cu hnh phn mm v cung cp dch v khch hng trc tuyn. H cng pht trin mi quan h t ng vi cc nh cung cp, h co th khng gi hoc chi gi mc thp cua hang hoa trong kho, va co th c b sung thng xuyn khi doanh nghip phan ng nhanh vi n t hang cua khach hang _ Cc nh sn xut hng tiu dng lam vic vi thng mi bn l. H s dng CRM gip h pht trin cc mi quan h c li nhun vi cc nh bn l, v hiu c cc chi ph phc v v li nhun ca khch hng. Cac chng trinh qun l ti khon chnh c p dng cho cac khch hng chin lc quan trng. Qu trnh mua hng c h tr bi CNTT cung cp mc chnh xc cao hn trong vic cung cp hang vao kho. Cc nh sn xut c th thc hin cc chin dch tip th CRM c nh gi cao v hiu qu chi ph. Pham vi khng li nhun Hu ht chng nay cp ti ng dung CRM trong bi canh vi li nhun. Tuy nhin, CRM co th con c ng dung cho bi canh khng li nhun. Mt vai ky nng cn ban cua s khai thac va phat

trin c s ha tng, quan ly vong i khach hang u co gia tri nh nhau i vi cac t chc khng li nhun Qun i Salvation s dng CRM thu ht cc khon ng gp, thng qua s kin gy qu. Qun i cng bit gi tr ca cc phn on ca cc nh ti tr khc nhau, v lam vic gi li cc nh ti tr c gi tr cao ca h v di chuyn cc nh ti tr thng i ln trn thang gi tr Cc trng i hc trin khai CRM qun l cac mi quan h cua sinh vin v cu sinh vin. Hc sinh hin tai c cho l i din cho gi tr tim nng cua cc trng i hc. V d, sinh vin hoc tai 1 trng ai hoc kinh t co th tr li hoc quan ly. H c th a hoc vin ln mng li c nhn ca h, hoc khi h t n mt mc thch hp tham kho kin hoc cung cp o to v pht trin cho cc cng ty ca h. Cc trng hc ni ting nh Trng Kinh doanh Harvard cc k thnh cng trong vic gy qu t mng li cu sinh vin ca h. Case 1.4 Khng v li nhun hot ng CRM ti thnh ph Lynchburg Hi ng thnh ph ca Lynchburg, VA, M, tm cch ci thin mc thng tin v dch v m n cung cp cho 69 000 cng dn. Chng trnh cng dn u tin lin quan n vic thit k v thc hin mt chin lc CRM hot ng m ng dy thng tin lin lc v t ng ha nhiu dch v gia 1100 nhn vin cua hi ng thnh ph, phng ban v cc cng dn ca Lynchburg. D n bao gm vic thnh lp mt trang web cung cp cho cng dn vi quyn truy cp 24 / 7 vo thng tin lin quan n dch v v c s ca thnh ph, v cho php cng dn yu cu v thng tin, thc mc v khiu ni. H tr trang web l phn mm CRM v mt trung tm lin kt, cung cp h tr c nhn lin tc. K t khi thc hin vo nm 1999, nhiu li ch c nhn thy, c th l: _ c gim 50% trong thi gian thc hin p ng cc yu cu ca cng dn. _ Cng dn c th theo di tin yu cu dch v, yu cu, vv _ Hi ng thnh ph c th o lng v bo co v hiu nng t chc. _ Mc giao tip trong hi ng thnh ph v gia cc phng ban, c ci thin. inh nghia CRM Trong bi cnh ca ba cp ca CRM, hiu lm v CRM, quan im bu c khc nhau, v bi cnh thc hin, khng d dng co mt nh ngha duy nht ca CRM. Tuy nhin, chng ta c th xc nh mt s cc thuc tnh ct li cua CRM, v tch hp chng vo 1 nh ngha se la nn tng phn cho cn li ca cun sch ny. CRM l chin lc kinh doanh ct li tch hp quy trnh ni b v chc nng, v mng bn ngoi, to ra v cung cp gi tr cho khch hng mc tiu nh 1 li nhun. N cn c trn d liu khch hng cht lng cao v c kch hot bi CNTT.

nh ngha ny chc chn c mt bi cnh phi li nhun. Nu cng ng khng v li nhun c thay th bng cc doanh nghip, khch hng v li nhun tng ng thch hp, sau n s c p dng nh nhau trong bi cnh . Tm Tt Trong chng ny bn hc c rng CRM c nhiu ngha. N c th c xem xt ba cp : chin lc, hot ng v phn tch. C nhiu hiu lm v CRM. V d, mt s ngi a sai khi nh ng CRM vi cc chng trnh trung thnh, trong khi nhng ngi khc ngh v CRM l mt vn CNTT. Cac bn khc nhau nh la t vn CRM, cc nh cung cp phn mm CRM, CRM phn cng v cc nh cung cp c s h tng, cc cng ty ang thc hin CRM, khch hng ca h, c th c quan im rt khc nhau v CRM. Vic thc hin CRM c th tn nhiu triu la, v qun l ngy cng i hi bng chng cho thy cc khon u t CRM s tao ra 1 ngun thu v tha ng. Mc d CRM ni chung l mt hnh ngh kinh doanh n cng c ng dng trong bi cnh khng li nhun. Cui cng, chng ti xac inh mt nh ngha nn tng trong phn cn li ca cun sch ny. Chng ti xc nh CRM nh chin lc kinh doanh ct li tch hp quy trnh ni b v chc nng, v mng bn ngoi, to ra v cung cp gi tr cho khch hng nh 1 li nhun. N cn c trn d liu khch hng cht lng cao v c kch hot bi CNTT.

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