12/2004

10 NGUYN TC XY DNG THNH CNG

THNG HIU TP ON

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

Xy dng thng hiu tp on l cng c hu ch cho vic ti t chc chin lc tp on v m bo rng, tp on, d ln hay nh, ang u t thch ng vo nhng ngun lc cha c khai ph bn trong v ngoi tp on. Mt nh qun l gii v i ng nhn vin tn tnh lun lun tm cch m rng phm vi hot ng v tr thnh nhng i s ci cch cho tp on c hu thun bi mt chin lc xy dng thng hiu tp on r rt. Chin lc v k hoch xy dng thng hiu tp on c son tho k lng v qun l chuyn nghip c th tr thnh mt thnh phn quan trng trong cng tc qun l. Sau y l 10 nguyn tc dn n thnh cng trong vic xy dng thng hiu tp on v c th c p dng nh nhng hng dn hu ch cho bt k d n xy thng hiu tp on no. 1. Gim c iu hnh phi l ngi lnh o chin lc thng hiu. Xy dng thng hiu tp on phi xut pht t ban qun l, v cng l ni kim tra tin lm vic trong sut thi gian thc hin cng trnh. Nh qun l phi trc tip tham gia vo cng vic, h phi l ngi nhit tnh v hiu y ngha ca vic xy dng thng hiu. m bo thnh cng, bt chp nhng p lc ca cng vic hng ngy vi nhng trch nhim bn mnh, ngi qun l phi c h tr bi i ng qun l thng hiu bao gm cc nh phn phi chnh, i tng c th m bo s pht trin lin tc v s thng nht ca chin lc mi. 2. Khng c m hnh no ph hp vi tt c, mi tp on phi t xy dng mt m hnh ph hp vi chnh mnh. Tt c cc cng ty u c cc nhu cu ring, h thng gi tr kinh doanh v cch thc lm vic duy nht. V th, ngay c nhng m hnh xy dng thng hiu ton din v hon ho nht cng phi c bin i ph hp vi cc yu cu trn. Nhm hnh thnh nn cng c n gin, thng thng ch mt vi chi tit quan trng c iu chnh tng thch vi nhng m hnh kinh doanh v chin lc tng t khc ca cng ty. Nn nh rng xy dng thng hiu chnh l b mt ca chin lc kinh doanh do 2 lnh vc trn phi lun c thc hin song song cng lc. 3. Phi thu ht nhng ngi c lin quan, k c khch hng. Cn ai bit nhiu v cng ty hn cc khch hng, nhn vin v nhng ngi lin quan khc? iu ny hon ton hp l nhng khng t cng ty b qun ngun thng tin n gin, quan trng v d tip cn ny cho chin lc xy dng thng hiu. Quy tc c bn nht l s dng 5% ngn sch tip th cho vic nghin cu v ch t cng phi bit phn ln v ton cnh th trng hin ti v hnh nh thng hiu ca cng ty trong tm tr ngi khc, v tr thng hiu cng nh nhng hng i then cht khc. Tuyt i khng nn b qun kin qu bu ca khch hng trong gian on ny.

4. Pht trin vin cnh tp on. Chin lc thng hiu tp on l ngun quan trng trong vic pht trin ca tp on trong c cng ty. N s gip trong vic thu ht b my qun l trong vic tham gia, hun luyn v tp trung mi ngi chung quanh hng n mc tiu, gi tr v nh hng i tng lai ca tp on. N ng vai tr nh ngi sao ch ng v dn dt mi ngi i ng hng. Nhng ni lc trong ni b gp 50% vo s thnh cng chung trong chin lc xy dng thng hiu tp on. 5. Tn dng cng ngh mi Cng ngh hin i ng mt vai tr quan trng trong vic xy dng thnh cng thng hiu tp on. Cng ngh s nng cao hiu qu trong cng vic v c th pht trin li th cnh tranh trong tp on. Mt h thng mng Intranet hin i l iu cn bn cn phi c trong mi trng lm vic v l tr thnh mng li ni kt i vi nhng nhn vin lm vic ti nh, hoc dnh cho nhng ngi i cng tc xa t mi ni trn th gii. Mng Extranet c th mang n cu ni xuyn sut vi nhng i tc chin lc, nh cung cp, khch hng, tit kim thi gian dng vo nhng cng vic giy t v cc thao tc th khc. Website ca tp on khng ch l mt yu t bt buc m cn l ngun thng tin quan trng nht cho d tp on nh hay ln. Nu mt tp on khng c website ring th coi nh n khng h tn ti! Website cng chuyn nghip th cc khch hng hiu bit internet cng d nhn bit cng ty hn. Nhng ngy thng doanh nghip ch s dng name card nh hnh nh thng c thy trn internet qua ri. 6. Bin ngi khc thnh cc i s thng hiu. Ti sn quan trng nht ca mt tp on l nhn vin trong tp on . H tip xc hng ngy vi ng nghip, khch hng, i th cnh tranh, v cc chuyn gia trong ngnh nhng ng thi h cng tip xc vi mt s lng ng o nhng ngi hon khng lin quan nhiu lm n cc hot ng ca tp on nh gia nh, bn b, ng nghip c, v v s khc, do , h c vai tr rt quan trng nh nhng i s ca thng hiu. Nhng li truyn ming ca h c nh hng rt ln n ton b hnh nh ca thng hiu tp on. Cch thc hiu qu nht bin mi thnh vin thnh mt ngi i s ca tp on l vic o to mt cch k lng v chin lc thng hiu tp on (bao gm vin cnh, gi tr, c tnh) v lm sao phi oan chc rng mi thnh vin phi hiu mt cch tng tn - h phi tin tng v hiu r c hnh nh m tp on mun c c qua khch hng hay nhng ngi lin quan (stakeholders). Nike l mt cng ty thu hiu c vn ny v h gio dc cho mi thnh vin ca cng ty tr thnh nhng ngi i s.

7. Thit lp h thng phn phi thch hp. Thng hiu tp on l nn tng ca chin lc kinh doanh v l s cam kt nhng g m mi ngi lin quan (stakeholders) c th mong i tp on. V th, vic a ra nhng sn phm v dch v ph hp vi nhng g c mong i cn phi c gim st cht ch v nh gi hot ng trc khi bt u k hoch xy dng thng hiu tp on. Hy ngh v quan nim t khi cho i n lc nhm mt xui tay ca mt khch hng, trong c qung i y, ngi s mang n gi tr g? Cn phi m bo rng ngi khch hng ny c chm sc tn tnh da vo nhng quy nh chun ha ni b v s mong i ca khch hng. Thi im m khch hng tip xc vi tp on chnh l gi khc m nhng li hu v thng hiu tp on s c chuyn ti v n s mang n hiu qu tt khi nhng g m tp on mang li vt qua s mong i ca khch hng. Singapore Airlines t ra mt s m t chi tit, k lng v nghim ngt v s giao tip vi khch hng v nhiu ngun lc c vn dng p ng mi nhu cu ca tt c khch hng trong mi lc. Tt c nhn vin ca Singapore Airlines bt k thuc th hng v cp bc no u b ra khng t thi gian mi nm c hun luyn v k nng trn. 8. Truyn thng. a thng hiu tp on vo cuc sng bng nhng hot ng tip th c hoch nh v thc hin nghim tc, v m bo cho cc thng ip chung nht phi nht qun, r rng v thch hp vi nhng khn gi nhm ti. Phi m bo cc thng ip sc tch v d hiu. ng c nu ht tt c cc im trong chin lc, v hy thay vo bng mt bc tip cn c chn lc th s c nh hng su sc hn. 9. o hiu qu ca thng hiu. Mt thng hiu cng quan trng khng km g thng hiu tp on. Thng hiu y mang n gi tr cho tp on th no v quan trng ra sao trong vic m bo tnh cnh tranh ca thng hiu tp on? l 2 cu hi cn c tr li v cc nh qun l cn tm hiu nh li cam kt thc hin thnh cng chin lc thng hiu tp on. Ti sn thng hiu bao gm nhiu ch s hot ng chnh thch hp (bao gm gi tr ti chnh ca thng hiu) cn phi c kim tra thng xuyn. Vic o lng v hiu chnh thng hiu c th gip mang n ci nhn tng qut v ti sn thng hiu v nhng tin b t c khi thc hin chin lc. 10. Khng ngng thay i v lun sn sng m rng hot ng. Ton cnh kinh doanh hu nh lun thay i mi ngy v vy tp on cn phi nh gi v c th iu chnh chin lc thng hiu tp on thng xuyn. Thng hiu tp on ng nhin cn phi thch hp, khc bit v nht qun theo thi gian, v th s cn bng l iu ct

yu. Nhng yu t cn bn ca thng hiu nh hnh nh, s chun ho, tnh cht v gi tr khng nn thay i thng xuyn v chng chnh l nhng thnh phn c bn. Thay vo nn thay i nhng hot ng nh thng ngy v cch giao tip trong tp on v cng chnh l mt phn trong n lc tip th thng hiu. Khng nn tnh t mn pht sinh lm nh hng n mc tiu. Thng hiu mnh l nhng thng hiu c hnh thnh bi nhng nh qun l lun sn sng m rng hot ng. H tr thnh nhng i s ci cch cho chnh tp on mnh v xy dng nhng thng hiu v ch trong cc thng hiu mnh. Martin Roll