02/2005

XY DNG THNG HIU QUA CC QU TRNH TIP XC VI KHCH HNG

LANTABRAND
298 A, Nguyn Tt Thnh, Qun 4, TP. HCM T: (+84.8) 9 411 146 www.lantabrand.com

Di gc nhn ca khch hng, thng hiu l tng hp nhng tc ng qua li gia khch hng v cng ty. Mi thi im khch hng tip xc vi thng hiu c xem l mt tip im v c nh hng n cch khch hng nhn nhn v thng hiu. Mt kinh nghim khng tt c th lm tiu tan tt c ti sn thng hiu m doanh nghip dy cng xy dng trong cc giai on khc. great coffee experience (tm dch: mt qun c ph l tng) c th c xem l cm t sc tch nht th hin thng hiu Starbucks. Cm t ny bao hm y phong cch thit k ca hng Starbucks, cc loi c ph chn lc, hnh nh qung co, v.v, v c giy v sinh. C ln, mt nh c vn thng minh no ct cng tnh ton nhng chi ph phi tr cho loi giy v sinh 2 lp ang c Starbucks s dng , sau khi o m cn thn, nhn vt ny i n kt lun rng gim i phn chi ph qu ln ny, Starbucks nn chuyn sang s dng giy 1 lp. Tuy nhin, duy tr danh ting ca qun c ph l tng, Starbucks bc b kin trn. C th ni, xt v phng din no , iu Starbucks quan tm trong trng hp ny chnh l nhng touchpoint (thi im tip xc gia khch hng v thng hiu - tip im) trong xy dng thng hiu.

Di gc nhn ca khch hng, thng hiu l tng hp nhng tc ng qua li gia khch hng v cng ty. Mi thi im khch hng tip xc vi thng hiu c xem l mt tip im v c nh hng n cch khch hng nhn nhn v thng hiu. Mt kinh nghim khng tt c th lm tiu tan tt c ti sn thng hiu m doanh nghip dy cng xy dng trong cc giai on khc. Khi hng Microsoft cho ra i mt sn phm bo mt mi nhng li to thm nhiu l hng cho cc hacker, thng hiu ca h b tn hi kh nhiu. Trong ngnh cng ngh thng tin (IT), khch hng tip xc vi thng hiu thng qua cc qu trnh khuyn th, bn hng, s dng sn phm, h tr k thut, v.v. Tt c cc giai on ny u li n tng v thng hiu trong lng khch hng, do , cc doanh nghip cn phi lin tc xy dng thng hiu qua tt c cc tip im ny. Trc ht, cn phi xc nh c cc thi im tip xc ca thng hiu vi khch hng. Mi loi sn phm c nhng tip im khc nhau, trong ph bin nht bao gm: khuyn th, bn hng, th nghim sn phm, tr gip, v hu mi.

Khuyn th Trc y, Hewlett-Packard tng b xem l tn tui IT hng u khng bit cch qung b sn phm ca mnh. Nhiu ngi a rng, nu giao cho HP tip th sushi, hng ny chc hn s gii thiu sushi l mt loi c cht nhng c th n nhiu m khng s b giun sn. Qung co l giai on tip xc u tin ca khch hng vi thng hiu, thu ht s ch ca khch hng. Tuy nhin, nhiu nh tip th non nt phm phi sai lm khi to nn hnh nh qung co khng thch hp vi sn phm/thng hiu - i khi, ngc li, cc doanh nghip li khng th hot ng theo ng nhng g qung co. D sao i na, tht bi ny to nn s tht vng trong khch hng. Nu qung co th hin chn tht hnh nh thng hiu th c doanh nghip phi duy tr hnh nh ny, nu khng, ngi tiu dng s cho rng cc qung co ca doanh nghip l sai lch v thng hiu ny khng ng tin cy. Trong th trng IT, cc qung co b nh gi l lch lc c th dn n nhng hu qu tai hi khn lng v khch hng lun mun xy dng mi quan h lu di vi nh cung cp da trn s tin tng, v khch hng s quay lng mt khi h thy mnh b la di. Bn hng Nhn vin bn hng l nhng nhn vt u tin trc tip tip xc vi khch hng. Nhng nhn vin khng c o to chnh quy s ph hng hnh nh thng hiu nhanh hn c mt sn phm km cht lng. Do , cc nhn vin phi c tc phong phc v nghim chnh. i vi cc thng hiu c xy dng da trn cht lng dch v khch hng, cc nhn vin phi hc cch lng nghe v p ng yu cu ca khch hng. V v pha khch hng, khng g ng s bng nhng ngi s dng phn mm PowerPoint gii thiu sn phm. H c thao thao bt tuyt v nhng tnh nng tuyt ho ca sn phm, uy tn hng u ca cng ty m khng my may bn tm v nhu cu tht s ca khch hng l g. Do , pht trin thng hiu thnh cng, cc doanh nghip cn lu o to cc nhn vin ca mnh... Th nghim sn phm i vi nhng nh cung cp sn phm IT, th nghim l mt khu quan trng v l thi im tip xc u tin ca khch hng vi sn phm. Nu sn phm th nghim khng hon ton ph hp vi nhng g c qung b, tt nht cc doanh nghip nn hon tung ra sn phm trc khi mi th u hon chnh v thng nht. Hai tai nn thng xy ra cho thng hiu khi th nghim sn phm IT thng l beta hack v ease-of-use. - Beta hack: Thng thng, cc nh cung cp thng c tm l nng vi mun tung sn phm ra th trng trc khi hon thin, v thng thng y ch l nhng mu th (beta hack demo) trc khi a ra sn phm sau cng. Vic lm nh th rt d gy ra thit hi nghim trng v ngnh IT i hi cc cng c phi c chnh xc tuyt i. Khi a ra nhng sn phm th nghim nh trn, cc doanh nghip ph hng yu t nng ct ca thng hiu. - Ease-of-use: Mt sn phm d s dng l tip im quan trng nht. Nu thng hiu c xy dng mt phn trn cam kt ny, cc doanh nghip nn gi ng nhng g mnh ha, v khng c cch no bin minh c cho mt sn phm thiu tin dng. Tr gip H tr k thut l tip im c bn, c th tng cng hoc ph v mi lin kt gia khch hng vi thng hiu v thng bao hm nhiu hot ng lin lc trong cng ty hn bt k giai on no khc. Cc dch v h tr chnh l thi im khch hng c c nim tin hoc t b s tn nhim i vi nh cung cp sau khi c cc qung co thu ht, thuyt phc bi ngi bn v tin vo cc th nghim sn phm. Tuy nhin, ng bun rng c rt nhiu doanh nghip khng o to c i ng nhn vin h tr k thut v thng hiu ca cng ty v cch p ng s k vng vn c to nn qua qu trnh qung co v bn hng. Mt hnh thc h tr khc khng gy c thin cm chnh l cc email tr li t ng - chng ch mang n nhng li p khng u v phn loi sai cc nhu cu ca khch hng. Tm li, cc doanh nghip nn ghi nh rng hun luyn i ng h tr trong xy dng thng hiu khng kh v nhng li ch m n mang li th v cng to ln.

Hu mi Sau ln bn u tin, nhim v tip theo ca cc nhn vin bn hng l tn dng cc c hi kch cu v tng doanh thu. Tuy vy, bn cnh vn c nguy c lm nh hng n thng hiu sau qu trnh bn hng. Cc c hi kch cu thng b b l bi: th nht, gi tr thng hiu b gim sau khi bn do mu m thit k hoc dch v h tr km; v th hai, nhn vin/h thng bn hng khng th vch ra c nhu cu k tip cho khch hng. Vn y l khi mun kch cu, cc doanh nghip phi nm vng tnh trng ca khch hng nh ln bn u tin. i vi cc sn phm IT, ngi bn phi ch ra ng nhu cu chin lc ca khch hng ln u. Tuy nhin, thng thng t ngi bn no c th nm bt c chin lc thc t ca mi trng hu mi v cc c hi kch cu hin c. Chnh s yu km ny lm ph i ti sn thng hiu vn c hnh thnh qua ton b qu trnh hot ng. Kt lun Cc nh qun l lun lun phi xc nh r rng thng hiu ca h lun c chuyn n khch hng trong mi qu trnh tip xc. T giai on khuyn th, n bn hng, tr gip v c s thn thin ca nhn vin tip tn - tt c u gp phn vo s thnh cng hay tht bi trong xy dng v pht trin thng hiu. Xc nh thng hiu l mt vic d dng. Cng vic quan trng tip theo chnh l t thng hiu vo tt c cc hot ng ca cng ty chnh cng nh ca cc chi nhnh. Guy Smith (su tp bi Cng ty Thng Hiu LANTABRAND)

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