ĐỀ ÁN MÔN HỌC - TRỊNH THỊ NHƯ QUỲNH

N MN HC
GVHD:TRN DANH NHN
CNG HA X HI CH NGHA VIT NAM c Lp -T Do - Hnh Phc TRNG I HC KINH T KHOA THNG MI DU LCH B MN:KD THNG MI
GVHD: TRN DANH NHN SINH VIN: TRNH TH NH QUNH LP SINH HOT: 35K08.1 TI: Hon thnh n t hng, qun tr quan h khch hng in t.
SV:TRNH TH NH QUNH
TRANG: 1
N MN HC
MC LC
GVHD:TRN DANH NHN
I. Vi nt v thng mi in t v mt vi thut ng chuyn ngnh.................................2 1. Thng mi in t l g ?...........................................................................................3 2. Li ch ca TMT.......................................................................................................3 3. Cc loi hnh ng dng TMT ...................................................................................4 4. Mt s thut ng chuyn ngnh...................................................................................4 II. Tng quan v qu trnh thc hin n hng v dch v logistics....................................6 1) Tm quan trng ca qu trnh thc hin n hng......................................................6 a. Tng quan v thc hin n hng ...........................................................................9 b. Tng quan v logistics ............................................................................................9 3) Qu trnh thc hin n hng trong thng mi in t...........................................10 a. S khc nhau gia m hnh hot ng B2B v B2C.............................................10 b. M hnh thng mi B2C......................................................................................11 c. Chui cung cp v qun l chui cung cp............................................................12 d. Chui cung cp y v chui cung cp ko...........................................................13 e. Qun l n hng trong thng mi in t..........................................................13 f. Cc cng c h tr khch hng khi mua hng trc tuyn......................................26 4. Thc hin n hng v chui cung ng.....................................................................26 III. Nhng vn pht sinh trong qu trnh hon thnh n hng....................................26 1. Nhng vn in hnh trong chui cung ng..........................................................26 2. Nguyn nhn..............................................................................................................27 2. Ci tin vic qun l hng tn kho v kho hng.........................................................29 4. Nhng n lc hp tc v thu ngoi dch v Logistics (hu cn)..............................36 6. X l vic tr v (logistics ngc).............................................................................39 8. i mi chin lc hon thnh n hng trong thng mi in t ........................44 V. Qun tr quan h khch hng (CRM) v mi quan h ca CRM vi thng mi in t........................................................................................................................................46 1. CRM l g?.................................................................................................................46 b. ch li m CRM em li........................................................................................47 c. Phn loi CRM .....................................................................................................48 4. Li ch v hn ch ca CRM.....................................................................................51 5. Cc vn trong thc hin CRM..............................................................................51 6. Tch hp CRM vo doanh nghip..............................................................................53 7. S cn nhc gia dch v khch hng v cc chng trnh CRM.............................54 8. Hng tng lai ca CRM.........................................................................................57 1. Cc ng dng customer-facing..................................................................................59 c. Th in t tr li t ng (Email tr li t ng)................................................61 2. Cc ng dng customer-touching .............................................................................62 c. Trang web h tr t phc v (hay trang web t phc v).....................................63 3. Cc ng dng customer-centric.................................................................................65 b. Phn tch v khai thc d liu................................................................................65 4. Mng trc tuyn v cc ng dng khc.....................................................................66 e. Vai tr ca qun l tri thc v cc i l thng minh trong CRM.........................70
I. Vi nt v thng mi in t v mt vi thut ng chuyn ngnh
SV:TRNH TH NH QUNH
TRANG: 2
N MN HC 1. Thng mi in t l g ?
GVHD:TRN DANH NHN
C nhiu khi nim v thng mi in t (TMT), nhng hiu mt cch tng qut, TMT l vic tin hnh mt phn hay ton b hot ng thng mi bng nhng phng tin in t. TMT vn mang bn cht nh cc hot ng thng mi truyn thng. Tuy nhin, thng qua cc phng tin in t mi, cc hot ng thng mi c thc hin nhanh hn, hiu qu hn, gip tit kim chi ph v m rng khng gian kinh doanh. TMT cng c bit ti nh mt phng thc kinhdoanh hiu qu t khi Internet hnh thnh v pht trin. Chnh v vy, nhiu ngi hiu TMT theo ngha c th hn l giao dch thng mi, mua sm qua Internet v mng (v d mng Intranet ca doanh nghip). 2. Li ch ca TMT Li ch ln nht m TMT em li chnh l s tit kim chi ph v to thun li cho cc bn giao dch. Giao dch bng phng tin in t nhanh hn so vi giao dch truyn thng, v d gi fax hay th in t th ni dung thng tin n tay ngi nhn nhanh hn gi th. Cc giao dch qua Internet c chi ph rt r, mt doanh nghip c th gi th tip th, cho hng n hng lot khch hng ch vi chi ph ging nh gi cho mt khch hng. Vi TMT, cc bn c th tin hnh giao dch khi cch xa nhau, gia thnh ph vi nng thn, t nc ny sang nc kia, hay ni cch khc l khng b gii hn bi khng gian a l. iu ny cho php cc doanh nghip tit kim chi ph i li, thi gian gp mt trong khi mua bn. Vi ngi tiu dng, h c th ngi ti nh t hng, mua sm nhiu loi hng ha, dch v tht nhanh chng. Nhng li ch nh trn ch c c vi nhng doanh nghip thc s nhn thc c gi tr ca TMT. V vy, TMT gp phn thc y s cnh tranh gia cc doanh nghip thu c nhiu li ch nht. iu ny c bit quan trng trong bi cnh hi nhp kinh t quc t, khi cc doanh nghip trong nc phi cnh tranh mt cch bnh ng vi cc doanh nghip nc ngoi.
SV:TRNH TH NH QUNH TRANG: 3
N MN HC 3. Cc loi hnh ng dng TMT
GVHD:TRN DANH NHN
Da vo ch th ca thng mi in t, c th phn chia thng mi in t ra cc loi hnh ph bin nh sau: - Giao dch gia doanh nghip vi doanh nghip - B2B (business to business) - Giao dch gia doanh nghip vi khch hng - B2C (business to consumer) - Giao dch gia doanh nghip vi c quan nh nc - B2G (business to government) - Giao dch trc tip gia cc c nhn vi nhau - C2C (consumer to consumer) - Giao dch gia c quan nh nc vi c nhn - G2C (government to consumer). 4. Mt s thut ng chuyn ngnh - Buy/Sell Fulfillment Mua/Bn trn gi Nhng ngi tham gia phi t mua hoc bn v ngi mi gii thu l ph ca ngi bn hoc ngi mua cho mi giao dch. - Brick-and-mortar store L cc ca hng truyn thng c khng gian, a im c th. Ti y khch hng t mnh i la chn cc mt hng m mnh thch, thanh ton m khng c s dng mt cng c in t no h tr. - Electronic Data Interchange (Trao i d liu in t -EDI) Trao i d liu in t (EDI) l vic trao i ti liu gia cc my tnh theo mt tiu chun c tha thun gia cc i tc kinh doanh hoc trong mt t chc. y l mt ng dng c s dng nhiu trong thng mi in t B2B. EDI thng ng vai tr nh cht xc tc ci thin qu trnh giao dch. Ging nh email, EDI cho php gi v nhn thng ip gia cc my tnh c kt ni bng giao thc giao tip ca mng my tnh. - Intranet (mng ni b)
SV:TRNH TH NH QUNH
TRANG: 4
N MN HC
GVHD:TRN DANH NHN
Intranet l mt mng s dng ni b nh LAN hay WAN thc hin c cc ng dng. Intranet l phng php tng cng thng tin trong ni b cng nh vi bn ngoi s dng cng ngh Web, cung cp kh nng chia s thng tin trong ni b ca mt t chc. - Metamediary Ch o c x l giao dch Ging nh ch o, nhng ngi t chc cn c thm vic x l cc giao dch v cung cp thm cc dch v bo v khch hng. Trong m hnh ny, ngi ta thu ph thit lp h thng v ph trn mi giao dch. - Sales Force Automation (lc lng bn hng t ng - SFA) Lc lng bn hng t ng ha l mt k thut s dng phn mm t ng ha cc nhim v kinh doanh nhm nng cao doanh s bn hng, bao gm c x l n hng, qun l lin lc, chia s thng tin, theo di, kim sot hng tn kho, theo di, qun l khch hng, d bo doanh s bn hng phn tch v nh gi hiu sut nhn vin. - Stock Keeping Unit (SKU) SKU l mt s duy nht xc nh loi hng ha trong hng tn kho hoc trn danh mc sn phm. SKU thng c s dng xc nh cc sn phm, kch thc, loi sn phm hoc, v nh sn xut. Trong ngnh cng nghip bn l, SKU l mt phn ca h thng kim sot hng tn kho v cho php mt nh bn l theo di mt sn phm tn kho ca h trong kho hoc trong ca hng bn l. - Virtual Merchant Bn hng o y l m hnh ch iu hnh qua Internet v cung cp hoc l cc sn phm truyn thng hoc cc sn phm trn web. Cch thc bn c th l nim yt gi bn hoc u gi. Mt v d khc l Faccitme.net c coi l nh cung cp dch v chng trnh ng dng cung cp cho cc khch hng trc tuyn cc website thng mi in t. V d: Amazon.com, OnSale.com.
SV:TRNH TH NH QUNH
TRANG: 5
N MN HC
GVHD:TRN DANH NHN
- Warehouse management system (H thng qun l kho-WMS ) H thng qun l kho hng l mt phn quan trng ca chui cung ng v ch yu nhm mc ch kim sot s di chuyn v lu tr cc vt liu trong mt nh kho v qu trnh giao dch lin quan, bao gm c vn chuyn, tip nhn v chn, xut hng ha ra khi kho hng. WMS thng s dng cng ngh cao nh my qut m vch, my tnh, mng khng dy... theo di sn phm. II. Tng quan v qu trnh thc hin n hng v dch v logistics. 1) Tm quan trng ca qu trnh thc hin n hng Trc tin ta hy xem xt mt s s khc bit v tin trnh mua bn trong thng mi truyn thng v thng mi in t Tin trnh mua hng 1. thu nhn thng tin Thng mi in t Trang web,.. Catalogue trc tuyn 2. m t hng ha Thng mi truyn thng Tp ch, t ri, catalogue giy..
Cc mu biu in t, Th v cc mu biu in email, trn giy in thoi, th, fax..
3. kim tra kh nng Email, web, EDI cung ng v tho thun gi 4. to n hng 5. trao i thng tin 6. kim hng ti kho n hng in t E.mail, EDI
n hng trn giy in sn Th, fax
Cc mu biu in t, Cc biu mu in sn, fax EDI, e.mail..
7. giao hng
Chuyn hng trc tuyn, Phng tin vn ti phng tin vn ti
SV:TRNH TH NH QUNH
TRANG: 6
N MN HC 8. thng bo 9. chng t 10. thanh ton Email, EDI Chng t in t
GVHD:TRN DANH NHN Th, fax, in thoi Chng t in trn giy
EDI, tin in t, giao Cheque, hi phiu, tin dch ngn hng s ha mt, thanh ton qua ngn hng
T bng trn ta thy tin trnh mua hng trong thng mi truyn thng v thng mi in t v c bn l kh ging nhau ch khc nhau v cch thc v cc cng c h tr. Vy u l yu t to nn thnh cng ca cc cng ty trc tuyn? C phi thnh cng c phi do quy trnh hon thnh n hng in t mang li hay khng? V tin trnh hon thnh n hng trong thng mi in t phi tri qua nhng bc no? Tm quan trng ca tin trnh ny nh th no i vi mt cng ty trc tuyn ? Trc khi tr li cc cu hi trn ta hy tm hiu s thnh cng ca ng vua bn l in t l Amazon.com . Vi bn l truyn thng, khch hng i n mt ca hng v mua cc mt hng m h cn v sau mang v nh. Bi vy vic duy tr mt danh mc hng tn kho tr nn v cng quan trng. V vic duy tr hng tn kho v vic vn chuyn cc sn phm tn rt nhiu chi ph v thi gian.Vi thng mi in t ( hay chnh xc hn l bn l in t e-retailing), khch hng s mua hng mt cch nhanh chng v hng s c vn chuyn n tn nh ca h. Nm 1995 Amazon.com gia nhp th trng vi m hnh kinh doanh c gi l bn l o, khng c kho, khng c hng tn kho, khng c k hng. Vic kinh doanh ny da trn vic nhn n t hng in t v nhn thanh ton in t ri sau cho cc cng ty khc thc hin n t hng ny v mnh c phn chia mt phn li nhun. R rng rng m hnh ny ch thch hp vi cc cng ty nh m khng th ph hp vi cc cng ty bn l in t khng l. Amazon.com quyt nh thay i m hnh kinh doanh v x l vn hng tn kho ca mnh. Cc cng ty dnh gn 2 t USD xy dng nh kho trn khp t nc v tr thnh mt nh dn o tm c th gii trong qun l kho hng, t
N MN HC
GVHD:TRN DANH NHN
ng ha kho hng, ng gi, v qun l hng tn kho. Amazon.com thu ngoi cc cc dch v vn chuyn hng ha nh UPS v dch v bu chnh M (USPS). Amazon.com lm mt cuc cch mng trong qu trnh thc hin n hng nh nhng thay i trn. Kt qu l mi kho c th giao 200.000 mn hng hay c th nhiu hn trong mi ngy. Tt c nm kho phi x l nhiu hn 3 triu mn hng mi ngy trong thi gian bn rn nht l k ngh l. Tnh h thng gip Amazon.com kh nng cung cp mc gi thp hn v duy tr tnh cnh tranh, c bit l v cng ty ang tr thnh mt th trng trc tuyn khng l, bn hng ngn mt hng. Nh nm 2007, li nhun ca cng ty tng mt cch u n. tng hiu qu, Amazon.com kt hp cc hng ha vo mt chuyn hng nu chng nh. Vic vn chuyn trong kho hng th khng bao gm vic x l nhng hng ha khng mong mun b tr li. Trng hp Amazon.com minh ha cho tm quan trng v s phc tp ca thc hin n hng trong bn l trc tuyn ln v mt s gii php c s dng. Thc hin n hng l mt dch v chnh yu h tr thng mi in t, mang li thnh cng cho cc cng ty hot ng trn khng gian o ny. V n l ch ln ang c quan tm nhiu trong thi i bng n cng ngh thng tin nh ngy nay. V sau y l nhng hot ng trong quy trnh hon thnh n hng in t cng nh nhng vn pht sinh v nhng gii php cho nhng vn . 2. Tng quan v hon thnh n t hng v logistics
Vic thc hin hu ht cc ng dng thng mi in t i hi phi s dng cc dch v h tr. Cc dch v h tr r rng nht l bo mt, thanh ton, c s h tng v cng ngh, v thc hin n hng v logistics.Hu ht cc dch v ny c lin quan n c giao dch B2C v B2B. Phn di y s cung cp mt ci nhn tng quan v mt yu t dch v h tr kh quan trng trong TMT l thc hin n hng v dch v logistics.
N MN HC a. Tng quan v thc hin n hng
GVHD:TRN DANH NHN
Hon thnh n hng khng ch cp ti cc hot ng cung cp cho khch hng nhng g h yu cu v cung cp vo thi gian no m cn cung cp tt c cc dch v khch hng km theo. V d, khi mt khch hng yu cu hng dn lp rp cho mt thit b mi. iu ny c th c thc hin bng cch nh km mt ti liu giy vi sn phm hoc bng cch cung cp cc hng dn trn Web. Ngoi ra, nu khch hng khng hi lng vi mt sn phm, vic trao i hoc tr li phi c sp xp. Thc hin n hng lin quan n cc hot ng h tr vic hon thnh n t hng nh ng gi, vn chuyn, thanh ton, hay logistics, qun l tn kho (backoffice operations). V n cng lin quan cht ch n quy trnh kinh doanh hoc cc hot ng tng tc khch hng (front-office operations) nh t hng, gim gi, qung co.. l nhng hot ng m khch hng c th nhn ra c. b. Tng quan v logistics The Council of Supply Chain Management Professionals (hi ng chuyn gia qun l chui cung cp) nh ngha logistics l quy trnh lp k hoch, thc hin, v kim sot vic lun chuyn v lu tr hng ha, dch v mt cch c hiu qu t xut x n tiu th vi mc ch ph hp vi yu cu khch hng. Ch rng nh ngha ny bao gm dch chuyn bn trong, dch chuyn bn ngoi v vic quay tr li ca nguyn vt liu v hng ha. N cng bao gm qu trnh hon thnh n t hng. Tuy nhin, ranh gii phn bit s khc nhau gia logistics v qu trnh hon thnh n hng khng r rng v i khi hai khi nin ny c s trng lp. S khc bit chnh gia logistics trong thng mi in t (hay l e-logistics) v dch v logistics truyn thng l ch cc giao dch truyn thng phi gii quyt mt s lng ln hng ha n mt s t a im (v d, ca hng bn l). Cn trong e-logistics cc bu kin nh c gi v tn nh ca khch hng.
SV:TRNH TH NH QUNH
TRANG: 9
N MN HC
GVHD:TRN DANH NHN
3) Qu trnh thc hin n hng trong thng mi in t a. S khc nhau gia m hnh hot ng B2B v B2C Thng mi in t gia doanh nghip v ngi tiu dng l mt trong nhng hnh thc thng mi rt ph bin. Mc d gia B2B v B2C c nhiu c im ging nhau nh Amazon.com bn sch cho cc cng ty v khch hng c nhn. i th cnh tranh ln nht ca amazon.com l Barnes & Noble th c b phn chuyn trch cc khch hng l t chc. Tuy nhin cc hot ng B2B i hi gia cc thnh vin c s tin tng ln nhau rt cao v phi c quan h chnh thc, trong khi i vi giao dch B2C, iu ny khng cn thit. Hn na cc giao dch B2B i hi phi c cc dch v kinh doanh i km, nh h tr hoc ti tr dch v logistics. Bn hng trc tuyn ca cng ty cho khch hng tiu dng cui cng l phng thc quan trng ca B2C. Chng ta cng cn lm r s khc nhau gia cc cng ty bn sn phm c gi l sn phm cng vn chuyn theo cch truyn thng ti khch hng v cc cng ty bn sn phm mm hay sn phm s ha, nh thng tin c th d dng truyn i qua internet. Cc sn phm s ha c th c bn dng vt cht c th qua cc website hoc qua cc ca hng bn l hoc c th bn trc tip trn mng v khc hng ti sn phm v my tnh ca h. Mt c tnh r rt nht trong thng mi in t B2C l kh nng thit lp mi quan h trc tip vi khch hng m khng c s tham gia ca khu trung gian nh nh phn phi, bn bun hoc mi gii. Cc hng c thng hiu ni ting nh Dell c th xy dng v thc hin chin lc marketing trc tip nu h quan tm n cc nguyn tc cn bn thc hin marketing trc tip v cung cp hng ha c cht lng cao ti khch hng mt cch hiu qu. Trong giai on u pht trin thng mi in t, cc hng bn l ni ting khng tham gia mnh vo th trng thng mi in t B2C. Cc trang web ca h thng s dng nh mt phm mm brochure v thiu tnh tng tc. Mc tiu chnh ca cc trang web lc by gi l thu ht khch hng ti cc ca hng thc.
SV:TRNH TH NH QUNH
TRANG: 10
N MN HC
GVHD:TRN DANH NHN
Ngy nay cc hng ny thc hin nhun nhuyn s kt hp gia cc ca hng bn l truyn thng (cn c gi l ca hng brick-and-mortar) v cc website trc tuyn. S kt hp c bn hng trc tuyn v bn hng theo cch truyn thng c gi l m hnh click-and-mortar hoc m hnh brick-and-click, c th y s l m hnh bn l trong tng lai. Hu ht cc doanh nghip thnh cng trong thng mi in t B2B u l nhng doanh nghip cung cp cc sn phm cht lng cao v mc gi hp dn cng thm dch v khch hng c cht lng cao. Theo r rng gia cc knh bn hng trc tip v cc knh bn hng truyn thng khng c s khc nhau ng k. Tuy nhin cc doanh nghip thc hin thng mi in t c th cung cp thm cc dch v khc m thng mi truyn thng khng c iu kin v kh nng. b. M hnh thng mi B2C Cn khng nh rng vic t mua sn phm bng cch n gin l nhn vo nt mua trn mt trang web l mt qu trnh phc tp v khng ging nhau i vi mi hng ha dch v. Tuy vy, mc d mi khch hng c cc cch thc mua hng khc nhau nhng tt c u theo mt m hnh mua tng qut, cc m hnh mua hng cho php tng qut c s tng tc gia khch hng v doanh nghip. Nhng m hnh cho php to ra s thng nht, cho php doanh nghip tn thi gian x l nhng yu cu khc nhau ca khch hng v qua h tr khch hng mua bn thun tin. M hnh thng mi in t B2C t pha cng ty m t chu trnh qun l vic mua hng ca khch hng, tc cc hot ng cng ty cn thc hin p ng cc nhu cu ca khch hng trong qu trnh mua hng: hon thnh n hng, giao hng cho khch cng nh thc hin cc hot ng logistics... Trn thc t nhiu cng ty khi bt u thc hin thng mi in t gp nhiu kh khn trong qu trnh hon tt n t hng v giao hng. V d nh amazon.com lc u hot ng nh mt hng thng mi in t o hon ton, sau ny phi xy dng h thng cc kho trm h tr vic giao hng v gim chi ph hon thnh n hng.
SV:TRNH TH NH QUNH
TRANG: 11
N MN HC
GVHD:TRN DANH NHN
Woolworths mt siu th bn l ln Australia khi p dng thng mi in t cng gp nhiu kh khn lin quan n vic hon thnh n hng v giao hng i vi cc loi hng ha mau hng v cui cng phi ci t li h thng giao hng ca mnh. Nhiu nhn t tc ng n vic giao hng chm tr t vic khng d on chnh xc nhu cu n vic p dng cc chui cung cp khng hiu qu. Cc vn ny cng tn ti trong thng mi truyn thng. Mt trong nhng nhn t quan trng trong thng mi in t l khi nim chui cung. hiu r hn m hnh thng mi in t B2C t pha cng ty, trc tin ta nghin cu chui cung cp v cc bin ng ca qun l chui cung cp cng nh tc ng ca thng mi in t vo qun l chui cung cp. c. Chui cung cp v qun l chui cung cp Chui cung cp l dng nguyn liu u vo, thng tin dch v t ngi cung cp u tin qua cc nh my, kho hng ti ngi tiu dng cui cng. Chui cung cp cng bao gm cc t chc, qu trnh to lp v phn phi cc sn phm, dch v v thng tin ti khch hng cui cng. Qun l chui cung cp l mt tp hp qu trnh kinh doanh t ngi cung cp u tin ti ngi tiu dng cui cng nhm cung cp cc sn phm dch v v thng tin c gi tr cho khch hng. Qun l chui cung cp bao gm nhiu hot ng nh mua hng, qun l nguyn vt liu, k hoch ha v kim sot sn xut, logistics v kho hng, kim sot tn kho, phn phi v giao hng. T thp nin 1990, cc nh kinh doanh nhn thy nu ch cung cp sn phm tt th cha thnh cng, thc t khch hng cn c dch v trong bao gm vic giao hng nhanh chng, thun tin. thc hin iu ny, cc cng ty cn gii quyt vic kt hp cc thng tin, tc l dng thng tin trong ni b cng ty v gia cc cng ty. V d n hng ca khch hng, mc tn kho, hoc cc thng tin quan trng khc phi c t do v t ng lu chuyn gia cc b phn chc nng trong cng ty v lin cng ty. Trong m hnh mi ny, cnh tranh khng cn l cnh
SV:TRNH TH NH QUNH
TRANG: 12
N MN HC
GVHD:TRN DANH NHN
tranh gia cc cng ty m l cnh tranh gia cc chui cung cp. Do vy qun l cc chui cung cp khc nhau tr nn ht sc quan trng. d. Chui cung cp y v chui cung cp ko Trong nhng nm gn y chui cung cp bin ng mnh do s pht trin ca cng ngh cho php khch hng c nhiu s la chn hn, v dn n chin lc ca cng ty cng c nhiu thay i, m hnh kinh doanh hng vo khch hng dn n su chuyn bin t chui cung cp y sang chui cung cp ko. Chui cung cp ko c c trng bi tnh c nhn ha i vi tng khch hng. iu ny ngc hn vi hot ng thng mi bn l truyn thng l bt u t vic sn xut cung cp hng n cc knh bn l (dn n tn kho) v sau c y n khch hng. Trong h thng ko, vic nghin cu v d bo nhu cu s gp kh khn do thiu kinh nghim. Trong m hnh ko da trn nn tng thng mi in t B2C, hng ha c giao tn tay ngi tiu dng cn trong thng mi truyn thng khch hng t n ca hng. Chui cung cp ko cho php h tr kh nng a dng ha sn phm, gim thi gian t khi sn xut n khi sn phm n tay khch hng, tng cht lng v gim gi thnh sn xut. Chui cung cp ko hot ng linh hot v nhp nhng hn. e. Qun l n hng trong thng mi in t Qun l (hon thnh) n hng khng ch n thun l vic cung cp nhng g h yu cu theo ng thi im ph hp m cn cung cp cc dch v khch hng lin quan. V d nh khch hng phi c c c hng dn cch thc lp rp v hng dn s dng i vi mt thit b mi. iu ny c th c thc hin bng cch km mt ti liu hng dn s dng vi sn phm hoc cung cp cc hng dn ny trn trang web. Bn cnh nu khch hng khng hi lng, th cng ty cng phi sn sang nhn li hng v hon tin li cho khch hng. Nh vy, thc hin n hng trong thng mi in t B2C v c bn l cc hot ng ca back office c lin quan mt thit ti cc hot ng ca front office.
N MN HC
GVHD:TRN DANH NHN
Qu trnh hon thnh n hng trong thng mi in t bao gm nhiu hot ng, c nhng hot ng thc hin cng lc, c nhng hot ng i hi phi thc hin tng bc. Cc hot ng nh sau: 1. m bo vic thanh ton ca khch hng Ty thuc vo phng php thanh ton v cc tha thun trc , cn kim tra tnh kh thi ca phng php thanh ton. Hot ng ny c th do phng ti chnh ca cng ty hoc mt t chc ti chnh (nh ngn hng, cc t chc tn dng ). Do vy cc thng tin thanh ton cn c thng bo cho b phn kim tra v c th cho cc t chc bn ngoi. Tng tc gia cc bn lin quan v ng dy trao i thng tin phi rt hiu qu. Bt k l do no gy ngng ng cng dn n vic giao hng cho khch hng b chm tr, gim s tn nhim ca khch hng v nguy him hn c th mt khch hng. 2. Kim tra hng ha trong kho Bt k ngi bn l ngi sn xut hay ch l ngi bn l u phi thc hin vic kim tra hng ha xem c trong kho hay khng. y c nhiu kh nng xy ra c lin quan n vic qun l nguyn liu, hay t cc b phn sn xut cng nh cc nh cung cp ca cng ty. Mt ln na thng tin v n t hng phi c gn kt vi thng tin v tn kho ca hng ha. Hn na nu mt loi hng ha c cam kt s giao cho khch hng th phi tr hng ha khi lng tn kho ca cng ty. 3. Chuyn hng Nu sn phm c trong kho th cng ty c th giao ngay cho khch hng (nu khng c th chuyn sang bc 5). Sn phm c th l dng s ha hay dng vt cht thng thng. Nu sn phm dng vt cht thng thng v sn sng cho vic vn chuyn th cng ty s thc hin vic ng gi v chuyn i. C phng vn chuyn v cc hng dch v vn chuyn bn ngoi cng ty u c th c s dng. Cc sn phm s ha thng lun lun c sn v tn kho khng gim khi cng ty bn sn phm. Tuy nhin, vi sn phm s ha v d nh mt phn mm,
N MN HC
GVHD:TRN DANH NHN
c th ang c nng cp b sung hay ang trong giai on hon thin v cha sn sng cho vic giao hng mt giai on nht nh. Do vy cng ty cn thng bo sm cho cc bn lin quan v ti khch hng. 4. Bo him Nhiu lc vic vn chuyn hng ha i hi phi c bo him, do phi c b phn ph trch bo him v mt cng ty bo him c lin quan n hot ng ny. Nh vy thng tin phi c trao i, thng bo cho cc i tc bn ngoi cng ty cng nh vi khch hng. 5. Sn xut Cc n hng c nhn ha thng i hi phi c hot ng sn xut hoc lp rp. Tng t nh trong cng ty bn l nu sn phm khng c sn th phi tin hnh mua. Vic sn xut c th thc hin trong cng ty hay khon cho bn th 3, tuy nhin cc hot ng sn xut trong cng ty th phi theo k hoch. K hoch sn xut lin quan n vn v nhn lc, my mc, ti chnh, nh cung cp nguyn vt liu u vo v cc nh thu ca cng ty. Vic sn xut cng lin quan n vic tm mua cc nguyn liu v bn thnh phm. Mi nh cung cp c th c nh cung cp ring cho mnh v nh vy knh cung cp ca cng ty c nhiu cp . Thm ch cc c s sn xut c th mt nc khc ngoi nc cng ty ang t tr s hoc c chi nhnh bn l, iu ny lm cho dng thng tin v vic trao i thng tin lin lc tr nn phc tp hn. 6. Cc dch v ca nh my Trong trng hp c sn xut hoc lp rp th cng ty c th s dng nhiu dch v nh my, k c vic hp tc vi i tc kinh doanh. Cc dch v c th ln k hoch v nhn lc v my mc. 7. Mua v cng tc kho vn Nu cng ty l hng bn l nh trong trng hp ca amazon.com hoc walmart.com t phi mua hng t nh sn xut. y cng c nhiu phng n
SV:TRNH TH NH QUNH
TRANG: 15
N MN HC
GVHD:TRN DANH NHN
xy ra. Cc sn phm mua v c lu trong kho i vi cc sn phm c tiu th nhiu. V d nh amazon.com ch trng lu kho vi cc cun sch bn chy. Nhng vi cc sn phm c s lng t hng khng ng k, cng ty khng cm thit phi gia trong kho m c th chn phng n vn chuyn trc tip t nh sn xut (trong trng hp ca amazon.com l t nh xut bn ti tay ngi tiu dng). y khng ch c cc lung thng tin m vic giao nhn hng, nguyn vt liu phi c thc hin chnh xc, n nh v chc chn. Khi vic thu mua hng hoc sn xut hon tt cng ty tip tc chuyn sang bc vn chuyn (bc 3). 8. Lin lc vi khch hng Ngi bn hng cn phi lin tc gi lin lc vi khch hng, bt u bng vic thng bo nhn c n hng v kt thc bng vic thng bo v vn chuyn v nhng thay i nu c. Vic lin lc thng c thc hin qua mail (thng c thc hin t ng) 9. Hon tr Trong mt s trng hp khch hng mun tr li hay i sn phm, vic hon tr l mt vn ln hin nay. M 30% cc sn phm sau khi mua b tr li cho ngi bn. Dng sn phm hon tr t khch hng ti cng ty c gi l hu cn ngc (hay logistics ngc). Hai hot ng khc cng lin quan n qu trnh thc hin n hng ca cng ty l: D bo nhu cu: i vi sn phm kh thc hin c bit ha nh chi.. cng ty phi thc hin d bo nhu cu xc nh chnh xc lng d tr trong kho vo cc im khc nhau trong chui cung cp. vic d bo s kh khn trong iu kin thng mi in t pht trin vi tc chng mt. i vi cc sn phm c th c bit ha i vi tng khch hng th cng ty cn phi d bo nhu cu cho cc nguyn liu hoc bn thnh phm s dng cho sn xut p ng cho cc n hng
SV:TRNH TH NH QUNH
TRANG: 16
N MN HC
GVHD:TRN DANH NHN
. Vic d bo nhu cu cn c thc hin vi cc i tc kinh doanh trong chui cung cp. K ton: trong nhiu trng hp, phng k ton c trch nhim ghi ha n, kim ton cc giao dch ni b v kim tra d tr, kim sot, thanh ton, cp nht s sch k ton. Cc vn v thu v thu quan cng do phng k ton x l. Do vy dng thng tin lin lc, trao i, tng tc thng tin lin tc l cn thit i vi mi giao dch. Qu trnh thc hin n hng i vi tng sn phm hoc cng ty khc nhau l khc nhau. Trong mt s trng hp c cc hot ng khc xut hin ty theo bi cnh. Nh phn tch trn Amazon.com thnh cng cng l do mt s h tr khng nh qu trnh hon thnh n hng. Sau y ta hy xem xt c th bng hnh nh trc quan v quy trnh t hng ca khch hng v cch thc mua hng ca khch hng quy nh ti cch thc hon thin v x l n hng ca Amazon.com.
SV:TRNH TH NH QUNH
TRANG: 17
N MN HC
GVHD:TRN DANH NHN
SV:TRNH TH NH QUNH
TRANG: 18
N MN HC Quy trnh t hng c th m t nh sau:
GVHD:TRN DANH NHN
Bc 1: Khch hng vo Website www.amazon.com, xem xt cc sn phm c trn . Khi thy ng sn phm no th nhn vo nt Add to Cart thm hng vo gi.
Add to cart
SV:TRNH TH NH QUNH
TRANG: 19
N MN HC
GVHD:TRN DANH NHN
Bc 2: Khch hng kim tra gi hng, thm bt hng ha, thay i s lng. Sau c th nhn vo nt Process to Checkout tin hnh thanh ton.
Process to checkout
Bc 3: Khch hng phi ng nhp (hoc ng k thnh vin).
ng nhp hoc ng k
SV:TRNH TH NH QUNH
TRANG: 20
N MN HC
GVHD:TRN DANH NHN
Bc 4: Khch hng cung cp cc thng tin v a ch nhn hng
a ch nhn hng
Bc 5: Khch hng chn phng thc vn chuyn
SV:TRNH TH NH QUNH
TRANG: 21
N MN HC
GVHD:TRN DANH NHN
Bc 6: Khch hng cung cp cc thng tin v hnh thc v thng tin thanh ton (nh s th tn dng, tn ngi s hu, ngy ht hn )
Bc 7: Khch hng xc nhn cc thng tin cung cp. Nu ng s nhn vo nt Place your Order t hng.
SV:TRNH TH NH QUNH
TRANG: 22
N MN HC
GVHD:TRN DANH NHN
Bc 8: Mn hnh bo co cho bit n hng ca khch hng c ghi nhn. ng thi h thng cng gi mt email cho khch hng thng bo n hng.
SV:TRNH TH NH QUNH
TRANG: 23
N MN HC
GVHD:TRN DANH NHN
Nu khng c thay i g v n hng (nh hy n hng Cancel Order) th h thng s t ng tin hnh b tr tin giao dch t thng tin th tn dng m khch hng cung cp. Nu vic thanh ton din ra khng gp trc trc g th hng s c xut kho chuyn ti cho khch hng qua cc nh cung cp dch v vn chuyn (nh FedEx, UPS, U1). Tuy nhin, nu bt k khu no gp trc trc th h thng s bo co li cho khch hng thng qua email v trong trang qun l n hng ca khch hng.
Khi n hng cha c thanh ton th khch hng vn c th hy n hng. Sau khi hng c xut kho, khch hng s c theo di t m v hng ca mnh c vn chuyn nh th no, vn chuyn n u, doanh nghip no vn chuyn trn h thng qun l n hng trn trang web ca Amazon. Amazon gn nh hon ton chuyn vic theo di n hng cho khch hng.
N MN HC
GVHD:TRN DANH NHN
SV:TRNH TH NH QUNH
TRANG: 25
N MN HC
GVHD:TRN DANH NHN
f. Cc cng c h tr khch hng khi mua hng trc tuyn Trong thng mi in t khch hng c nhiu cng c h tr khi ra quyt nh mua hng v trong sut qu trnh mua hng. Khch hng c th phi cn nhc mua nhng sn phm dch v no? t cng ty no? T trang web no? Mt s trang web h tr khch hng trong vic so snh gi c, nh gi cht lng dch v, tin cy v cc nhn t khc. l cng mua hng, robot mua hng, cc trang web xp hng kinh doanh, cac trang xc minh tin cy v cc dng h tr mua hng khc. 4. Thc hin n hng v chui cung ng Chn bc ca qu trnh thc hin n hng, cng nh vic t hng u khng th tch ri chui cung ng. S lin tc ca cc n t hng, thanh ton, thng tin, nguyn liu v cc b phn cn c phi hp, tham gia ca tt c mi ngi trong ni b ca cng ty, cng nh gia cc i tc bn ngoi. Cc nguyn tc ca qun l chui cung ng phi c xem xt khi lp k hoch v qun l qu trnh thc hin n hng. III. Nhng vn pht sinh trong qu trnh hon thnh n hng. 1. Nhng vn in hnh trong chui cung ng. Khng c kh nng cung cp cc sn phm ng thi gian l mt vn in hnh trong thng mi phi trc tuyn v trc tuyn. Mt s vn khc c th hin dc theo chui cung ng nh: Mt s cng ty phi vt ln vi chi ph hng tn kho cao, vn cht lng tn ti do s hiu lm, vic vn chuyn nhm sn phm hay vt liu, v cng vic phi thc hin thng xuyn v chi ph tin hnh hot ng (vn hnh h thng) hoc vn chuyn cao. Cc vn nh vy xy ra trong TMT thm ch cn nhiu hn, cao hn do thiu c s h tng thch hp v kinh nghim bn l trc tuyn, cng nh cc c im c bit ch c ring trong thng mi in t. V d, hu ht cc nh kho ca nh sn xut v nh phn phi c thit k vn chuyn s lng ln hng ha ti mt s ca hng, h khng th ng gi v vn chuyn nhiu mn hng nh n tn tay ca khch
N MN HC
GVHD:TRN DANH NHN
hng. Mc hng tn kho khng ph hp cng l mt vn in hnh trong TMT, nh l kh khn lp k hoch giao hng v lng tng vi gi hng. Mt hot ng quan trng cng lin quan n cc vn chui cung ng l kh khn trong vic d bo nhu cu. Trong trng hp cc mt hng tiu dng hay nhng mt hng c tiu chun ha, chng hn nh chi d bo nhu cu phi c thc hin xc nh hng tn kho cho ph hp ti cc im khc nhau trong chui cung ng. Do s pht trin nhanh chng t hng trc tuyn nn d bo nhu cu rt kh khn. Trong trng hp cc sn phm ty chnh (cc sn phm lm theo nhu cu ca khch hng) th cn d bo nhu cu v thnh phn v vt liu cn thit cho n t hng . D bo nhu cu phi c thc hin vi cc i tc kinh doanh dc theo chui cung ng. V d nh trong k ngh l nm 1999, vn logistics pht sinh vi khch hng c nhn lm au u cc nh bn l trc tuyn, c bit l nhng ngi bn l chi. Cuc chin gi c lm tng nhu cu, v cc nh bn l trc tuyn cng nh cc nh sn xut th cha sn sng cho iu . Kt qu l, ngun cung cp t cc nh sn xut khng hoc lun b tr hn. cng ty Toys "R" Us l mt v d, h phi ngng nhn n t hng xung quanh ngy 14 thng 12. V cc nh sn xut, nh kho, v cc knh phn phi khng ng b vi cc nh bn l in t. Kt qu l, nhiu khch hng khng nhn c qu tng k ngh ca h ng hn. 2. Nguyn nhn. Ti sao li tn ti cc vn trong chui cung cp - Nhiu vn v chui cung ng trong thng mi in t thng xut pht t s khng chc chn, khng r rng v thiu hp tc trong mt s hot ng, gia cc n v trong ni b cng ty, doanh nghip v vi cc i tc kinh doanh. + Mt trong nhng l do chnh ca s khng chc chn trong TMT, nh ni trc l d bo nhu cu. Cc yu t nh hnh vi tiu dng, iu kin kinh t, cnh tranh, gi c, iu kin thi tit, pht trin cng ngh v th hiu tiu
N MN HC
GVHD:TRN DANH NHN
dng... Bt k yu t no trong nhng yu t ny u c th thay i mt cch nhanh chng. D bo nhu cu cn c tin hnh thng xuyn, kt hp vi hp tc i tc kinh doanh trong chui cung ng nh gi mt cch chnh xc nhu cu v lp k hoch p ng n. V cc cng ty c gng c c nhng d bo nhu cu chnh xc bng cc phng php nh chia s thng tin trong hp tc thng mi. + Yu t khng chc chn khc dn n cc vn trong chui cung ng v thc hin n hng l bin thi gian giao hng, bin ny ph thuc vo nhiu yu t khc nhau, t vic h hng my mc ti iu kin ng x v cc vn cht lng ca vt liu, ph phm c th to ra s chm tr trong sn xut t ko theo chm tr trong giao hng. RFID c th ci thin iu ny bng cch xc nh r thi gian thc giao hng nhm gim thiu s chm tr v nng cao dch v khch hng. - V s bn cc cng ty trc tuyn c th c nhiu vn hn bi v h khng c mt c s h tng v dch v logistics ti ch m s dng cc dch v logistics bn ngoi. Nhng dch v logistics bn ngoi c gi l nh cung cp hu cn th ba (3PL), hoc cc nh cung cp dch v logistics. Vic thu ngoi dch v nh vy c th rt tn km v n i hi hp tc nhiu hn v ph thuc nhiu vo bn ngoi. V l do ny, nhiu nh bn l trc tuyn ln nh l Amazon.com ang pht trin kho hng v h thng logistics ring ca h. Cc nh bn l trc tuyn khc ang to ra cc lin minh chin lc vi cc cng ty cung cp dch v logistics hoc cc cng ty chuyn v t hng qua mail v h c h thng logistics ring ca mnh. - Bn cnh s khng chc chn, thiu s phi hp v khng c kh nng hoc t chi chia s thng tin gia cc i tc kinh doanh cng to ra vn v hon thin chui cung cp trong thng mi in t. IV. Cc gii php cho nhng vn pht sinh trong qu trnh hon thnh n hng.
SV:TRNH TH NH QUNH
TRANG: 28
N MN HC 1. Ci tin quy trnh t hng.
GVHD:TRN DANH NHN
Mt cch ci thin vic thc hin n hng l ci tin qu trnh t hng. Vic t hng c th c thc hin thng qua EDI, Internet, Intranet v c th c thc hin hon ton t ng. V d, trong B2B, n t hng c th c to ra v c truyn t ng cho nh cung cp khi mc tn kho gim xung di mt ngng nht nh. Kt qu l qu trnh t hng din ra nhanh chng, khng tn km, v chnh xc. Trong B2C, vic t hng din ra trn web s dng cc biu mu in t, lm cho qu trnh chnh xc hn (v d, cc i l c th kim tra cc d liu u vo v cung cp phn hi tc th), v gim chi ph qun l cho ngi bn. Khi t hng tc tuyn c th tng tc hoc tch hp vi h thng backoffice ca cng ty, n rt ngn chu k thi gian v loi b cc li. Vic ci tin vic t hng cng c th din ra trong cng ty, doanh nghip. V d, khi mt nh sn xut t hng (nguyn vt liu, ph kin..) t b phn kho ring ca mnh, nu vic giao cc hng din ra thun li nhanh chng s gim thiu s gin on cho qu trnh sn xut, gim vic lng ph thi gian. Thc hin lin kt gia hai h thng t hng v thanh ton cng c th hu ch trong ci thin vic hon thnh n hng. Thanh ton in t c th y nhanh c chu k thc hin n hng v thanh ton chi ph giao hng. Vi h thng nh vy, quy trnh thanh ton c th t tn km v gian ln c th c kim sot tt hn. 2. Ci tin vic qun l hng tn kho v kho hng - Mt trong nhng gii php qun l hng tn kho ph bin trong thng mi in t l s dng h thng qun l kho (WMS). WMS l mt h thng phn mm gip qun l kho, bao gm nhiu thnh phn hp thnh. WMS rt hu ch trong vic lm gim hng tn kho v gim t l tn ng vn. H thng nh vy cng rt hu ch trong vic duy tr mt danh mc cc sn phm c th c gii quyt nhanh chng hay vic ly hng trong cc kho hng, thng tin, qun l hng tn, tip nhn cc mt vic hng ti cc kho hng v t ng ho kho (v d nh Amazon.com). Cc n t hng r rng hay theo ty
N MN HC
GVHD:TRN DANH NHN
bin tng khch hng v vic cung cp nhanh, chnh xc thng tin v nhu cu cho nh cung cp c th gim thiu hng tn kho. Cho php cc i tc kinh doanh theo di bng in t v gim st mc hng tn kho v cc hot ng sn xut c th ci thin qun l hng tn kho v mc hng tn kho, cng nh gim thiu cc chi ph hnh chnh qun l hng tn kho. Trong mt s trng hp, s ci thin hng tn kho cui cng l khng c hng tn kho iu ny c th hin cc sn phm c th c s ha (v d, phn mm), n hng c hon thnh tc thi c th loi b s cn thit v nhu cu hng tn. Hai phng php ci tin hng tn kho VMI v s dng PFID. - T ng ha kho Trong thng mi in t p ng mt s lng ln n hng cn c cc kho t ng. Nh kho thng thng c xy dng cung cp s lng ln hng ha cho mt s t cc ca hng v cc nh my. Cn trong B2C cc doanh nghip cn phi gi s lng nh hng ha ti mt s lng ln khch hng c nhn. Kho t ng c th gim thiu cc vn pht sinh trong thc hin nhng n hng ny. Xem v d: Lm th no m WMS gip Schurman ci tin vic hon thnh n hng trong ni b cng nh vi bn ngoi cng ty. Schurman Fine Paper (papyrusonline.com) l mt nh sn xut v bn l ca cc thip chc mng v cc sn phm lin quan. Cng ty bn hng thng qua 170 ca hng chuyn dng (Papyrus) ca chnh cng ty, cng nh thng qua 30.000 ca hng bn l c lp. Nh RedPrairie (redprairie.com) tch hp vi cc gii php phn mm logistics, Schurman ci thin kh nng d bo nhu cu v gim thiu c ngun vn bn trong cng nh huy ng bn ngoi. H thng ny cng cho php qun l, kim sot hng tn kho m khng cn phi ng ca cc kho trung tm mi ln mt tun v ba ln trong nm nh trc. Cc kho trung tm nhn cc chuyn hng t khong 200 nh cung cp trn ton th gii (500 n 1.000 n t hng mi ngy). n tn nm 2003, qun l hng tn kho v qun l logistics vn c thc hin th cng. V vn ny ch c
N MN HC
GVHD:TRN DANH NHN
gii quyt khi cng ty p dng mt phn mm gip chn cc sn phm t nhiu SKU. Vic chn hng tr nn nhanh hn v ti thiu sai st. n t hng ca khch hng i trc tip t EDI ti n v vn chuyn, ni thc hin qu trnh hon thnh n hng v giao hng. H thng ny s t ng to ra mt thng bo (thay th cho quy trnh kim tra th cng thng thng). H thng mi ny cng t ng ha nhim v nh gi chiu di, chiu rng, chiu cao v trng lng ca tng loi hng ha trc khi n i vo mt hp ( xc nh hng ha no th hp vi loi hp no). H thng cng gip ci thin, phn b, b sung hng tn kho. Trong qu kh, chn c mt danh mc cc th rt kh khn do cc mt hng khng c sn trong cc v tr thun li. Ngi la chn phi lng ph nhiu thi gian tm kim cc mt hng ny, v cc mt hng khng c tm thy th phi chn t trung tm lu tr d tr sau dn n chm tr. WMS ng thi to ra hai danh sch, xc tin thc hin. iu ny lm tng gp ba ln s lng n t hng hon thnh mi ngy. H thng ny cng t ng to ra cc n t hng b sung cho cc hng ha ang di mt mc ti thiu lu tr. Ngoi ra, phn mm c bit cung cp cho b phn dch v khch hng ca Schurman c kh nng truy cp bit tnh trng hng tn kho v cc qu trnh phn phi, cho php cc b phn theo di tnh trng ca tt c cc n t hng. WMS ny cng theo di tnh trng ca tt c cc n t hng v gi cnh bo khi mt vn xy ra. Mt e-mail gi cho tt c cc bn lin quan trong cng ty h c th khc phc vn . Cui cng, thng tin thu thp c v cc vn c th c phn tch cc bin php khc phc hu qu c th c thc hin mt cch nhanh chng. Tt c iu ny gip gim thiu c tnh trng d tr qu nhiu v tnh trang thiu hng. Kho t ng c th bao gm cc robot v cc thit b khc xc tin vic chn sn phm. Mt v d v mt cng ty s dng cc kho nh vy l Amazon.com. Kho hng phc v cho thng mi in t, hay t hng qua th ln nht ti Hoa K c iu hnh bi mt cng ty t hng qua th, Fingerhut. Cng ty ny x
SV:TRNH TH NH QUNH
TRANG: 31
N MN HC
GVHD:TRN DANH NHN
l qu trnh thc hin n hng cho cc n hng qua th v cc n t hng trc tuyn ca n, cng nh cc n t hng cho Wal-Mart, Macy v nhiu cng ty khc. Cc cng ty khc (v d, fosdickfulfillment.com) cung cp dch v thc hin n hng tng t. Cha kha mang li s thnh cng trong qun l hng tn kho, trong thc hin n hng l hiu qu v tc . Thit b khng dy c th mang li nhng iu ny. - S dng cng ngh khng dy. Cng ngh khng dy c s dng trong kho hn mt thp k. Vic s dng RFID gip ci thin WMS. RFID gip theo di cc hng ha khi chng di chuyn t nh sn xut n kho ca khch hng. Cn bn trong nh kho ca khch hng, RFID c th theo di v tr ca cc hng. iu ny c th to iu kin thun li cho qun l s lng hng tn kho cng nh tit kim thi gian ca nhn vin. Mt v d v s dng cng ngh khng dy l cng ty Peacocks ca x Wales (peacocks.co.uk). Peacocks hot ng trong khong 250 ca hng bn l, bn qun o v ni tht trong nh x Wales v min Nam nc Anh. Cng ty c mt vn vi chui cung ng ni b ca mnh: h thng qun l phn phi sn phm da trn giy t c nhiu vn , chng hn nh khng hon thnh cc danh sch la chn, chn sai hng ha, li sao chp, s chm tr trong vic to ra v nhn d liu, v nhiu hn na. Nhng iu tc ng ti chin lc pht trin ca cng ty v lm gim li nhun. Nm 1997, Peacocks hp nht su kho ca mnh vo mt trung tm phn phi duy nht (100.000 feet vung, 3 tng), ni thu xp cho hn 4.000 SKUs mi ngy. Do hng ha phi c thu gom v vn chuyn n cc ca hng hiu qu hn. S dng mt trung tm phn phi thay v su kho gii quyt mt s vn ca Peacocks, tuy nhin, h thng thng tin trn giy vn khng hiu qu. Vi h thng ghi nhn trn giy th rt d dng tht thot sn phm hay b qua sn phm ti nhng a im c th.
SV:TRNH TH NH QUNH
TRANG: 32
N MN HC
GVHD:TRN DANH NHN
Nm 1998, cng ty bt u thay th h thng da trn giy ca n vi mt h thng khng dy (t Symbol Technologies, mt b phn ca Motorola). Trung tm phn phi hon ton t ng c trang b vi sn phm h tr (hand-free l cc sn phm gip ngi dng thc hin mt s cng vic m khng cn dng n i tay). N da trn s kt hp ca hng chc my tnh v cc thit b u cui c h tr bi mt mng cc b khng dy. H thng ny cung cp vic kim sot thi gian truy cp. Cho d mt hng ha di chuyn bng tay hoc bng xe ti, Peacocks bit chnh xc n u. Nu ti bt k im no trong qu trnh ngi no sai v tr, x l cc sn phm sai, hoc gi sai a im, h thng s gi mt cnh bo v ngn nga cc hnh ng. Khi Peacocks nhn hng c giao hng t mt nh sn xut, l hng c kim tra v mi thng ca l hng c gn vi mt nhn m vch xc nh v c qut bo co nhn. Bng cch ny, t pht mi mn hng u c th c theo di thng qua cc trung tm phn phi. Nu c mt yu cu ti mt a im la chn, h thng s bit c ngay lp tc. Mt khi hp c dn nhn, Peacock s dng mt h thng bng ti t ng gi i theo hng dn ca cc WMS khng dy. Mi thnh vin ca nhm chn hng gn mt thit b u cui trn c tay nhn c hng dn chn t h thng my ch thng qua mng LAN (mng cc b) khng dy ca Peacocks. Khi xe y n trong khu vc la chn, nhn vin chn s qut m vch trn xe y trng, v mn hnh LCD ca thit b u cui ch cho nhn vin chn li i, v tr chn, v cc hng ha phi chn. Ngi chn qut m vch khc ti v tr sn phm xc minh rng v tr l chnh xc. Cui cng, ngi chn qut tng hng mc ngay khi n c t vo xe y. Sau khi mt la chn hon tt, h thng bng ti chuyn xe y ti khu vc gi hng c a vo thng giao hng cho mt ca hng Peacocks. Bi v d liu c gi n cc my ch trong thi gian thc ngay khi tin hnh vic chn hng, h thng bit c khi no cn thit lp mc b sung. Khi mt hng ha cn phi c b sung, h thng s gi mt cnh bo n mt thit b u cui gn trn xe ti trong cc . Nh vi cc thit
N MN HC
GVHD:TRN DANH NHN
b u cui gn trn c tay, mt mn hnh LCD trn thit b u cui xe ti ch o cc trnh iu khin n mt v tr chnh xc trong cc k. Khi n ti a im, ngi li xe s dng mt my qut cm tay qut m vch v tr. iu ny xc nhn rng cc ti x xe ti ng ng v tr v chn ng sn phm. 3. y nhanh tin giao hng. Nm 1973, mt s cch tn mi sau cc cng ty nh bt u khi nim nextday-delivery ("giao hng ngy tip theo"). l mt cuc cch mng trong logistics. Mt vi nm sau , FedEx gii thiu dch v giao hng mi sng. Ngy nay, FexdEx chuyn giao trn 6 triu gi hng mi ngy, trn ton th gii, s dng hng trm my bay v vi ngn xe ti. Ngu nhin, mt bo co (Pickering 2000), 70% ca nhng gi ny l kt qu ca thng mi in t. - Giao hng cng ngy, thm ch cng gi. Trong thi i k thut s, thm ch giao hng vo ngay c sng hm sau c th vn khng nhanh. Ngy nay, chng ta ni v giao hng trong cng mt ngy v thm ch giao hng trong vng mt gi. Giao hng vt liu khn cp ti bnh vin v t cc bnh vin i cc ni khc l mt v d ca dch v nh vy. Hai trong s nhng ngi mi trong lnh vc ny l eFulfillment Service (efulfillmentservice.com) v One World (owd.com). Cc cng ty ny to ra mng li phn phi cc sn phm mt cch rng khp, m cc cng ty ny ch yu l cc cng ty thng mi in t. H thit lp cc h thng phn phi cp quc gia trn khp Hoa K v phi hp vi cc cng ty vn chuyn, chng hn nh FedEx v UPS. Nhanh chng l yu t quan trng trng cc ca hng thc phm mt s ni. Dch v cung cp bnh Pizza nhanh chng xut hin trong mt thi gian di. Ngy nay, nhiu n t hng bnh pizza c th c t trc tuyn. Ngoi ra, nhiu nh hng cn cung cp thc phm cho khch hng trc tuyn ca mnh bng mt dch v gi l "n cm tra trc tuyn. V d v cc dch v ny c th c tm thy ti dineonline.com, gourmetdinnerservice.com.au, v
SV:TRNH TH NH QUNH
TRANG: 34
N MN HC
GVHD:TRN DANH NHN
letsdineonline.com. Mt s cng ty thm ch cung cp dch v cung cp tng hp, x l cc n t hng t mt s nh hng v sau giao hng (v d, dialadinner.com.hk Hng Kng). - Giao hng Siu th Vic giao hng siu th c thc hin trong cng mt ngy hoc ngy hm sau. Sp xp v giao hng nh vy c th kh khn, c bit l khi vn chuyn thc phm ti. Ngi mua c th cn phi nh ti thi im nht nh nhn cc l hng. Do , h thng phn phi ca cc doanh nghip nh vy l rt quan trng. V d v mt h thng phn phi hiu qu l Woolworths ca c. - ng dng mt m hnh Drive-in trong cc siu th. Autocart (autorat.biz) cho php bn chn cc n t hng ca ca hng tp ha, git kh, thuc theo toa, DVD, v nhiu hn na m khng cn ri khi chic xe ca bn. Di y l cch hot ng. Khch hng trc tuyn thc hin vic la chn ca h qua in thoi, hoc trn trang web bng cch s dng mt my tnh Tablet mn hnh cm ng. Mi li xe c giao hng ti mt trm xe. Cc n t hng hin th trn mn hnh bn trong mt nh kho rng hn 130.000 mt vung, v nhn vin c ch o thng qua tai nghe. Sau khi c chn cc hng ha c t trn mt bng ti tc cao v chuyn n ni ng gi hay b vo ti ri a n ngi mua. Ngi mua trong lc ch i c th xem. Khong 15 pht sau khch hng nhn c thng qua mt dy chuyn. Khch hng tr tin vi th tn dng, tin mt, hoc kim tra v chn hng ho. y nhanh tin giao hng c th mang li cho cng ty nhiu li th cng nhng cng c th lm cho cng ty trng tay. iu c th hin r nht qua nhng thng trm ca Kozmo.com. tng nghe c v hp l: To mt h thng chuyn pht nhanh cho t hng qua mng v cung cp trong vng mt gi. tng ny khng phi l mi. Domino Pizza xy dng cng ty ca mnh trn tng ny, v nhiu cng ty ngy nay cung cp bnh pizza, n tn ca nh khch hng, trong vng hn mt gi trong hng ngn cc thnh ph trn ton th gii.
N MN HC
GVHD:TRN DANH NHN
Kozmo.com 's m hnh kinh doanh da trn tng ny. Tuy nhin, thay v pizza, Kozmo.com hnh dung ra vic cung cp cc mt hng thc phm, video cho thu, tr chi in t, v cc sn phm tin li. Ngoi ra, mc tiu ca m hnh l cc thnh ph ln, c bit l New York v Boston. Cc hng ha c phn phi bi "Kozmonauts" gm nhng nhn vin giao hng bng xe ti, xe p, hoc xe tay ga. n t hng c t trn Internet, nhng cc n t hng qua in thoi v fax cng c chp nhn. Cc sn phm c chuyn giao t cc trung tm phn phi Kozmo.com 's. Vn u tin m Kozmo.com phi i mt l s khng thu hi c cc video cho thu. iu khng mang li li ch kinh t. V vy, Kozmo.com xy dng cc trm (nh cc trm ca FedEx), ban u New York. Nhiu trong s cc trm b ph hoi. Trong mt n lc gii quyt vn , Kozmo.com hp tc vi Starbucks v di chuyn trm n qun c ph Starbucks, mt s trong l m ca 24 gi mt ngy. Starbucks tr thnh mt nh u t vo Kozmo.com. Vi vn u t mo him nhiu hn $ 250 triu, cng ty m rng nhanh chng n 10 thnh ph. Trong thi gian ban u, giao hng min ph, v khng yu cu mt khon tin ti thiu no. Chin lc ny thu ht nhiu khch hng nhng kt qu l tn tht nng n, c bit l trn cc mt hng c gi tr nh. Nhng sau cng ty tng trng nhanh chng, n cui nm 2000 c 1.100 nhn vin. Ngay sau , nhiu vn hn bt u xut hin. Kozmo.com gp nhng tn tht ln. Kozmo.com phi ng ca hot ng ti San Diego v Houston. Cng thm vi s ra khi ngnh ca hng trm doanh nghip vo cui nm 2000 v u nm 2001, mt nh u t ln rt h tr ca n vo Kozmo.com. Cui cng, Kozmo.com ht tin mt v kt qu l phi ng ca vo ngy 11 thng t nm 2001. 4. Nhng n lc hp tc v thu ngoi dch v Logistics (hu cn) Mt cch hiu qu gii quyt vn thc hin n hng l mt t chc hp tc vi cc cng ty khc. V d, mt s cng ty trc tuyn thit lp quan h i tc vi
SV:TRNH TH NH QUNH
TRANG: 36
N MN HC
GVHD:TRN DANH NHN
UPS hoc FedEx, hoc cc cng ty ny l c ng trong cc cng ty trc tuyn. Sky Mall (skymall.com), by gi l mt cng ty con ca Gem-Star TV Guide International, l mt nh bn l hng ha qua catalogs trn my bay, qua Internet, v qua th t hng. L mt nh cung cp nh khng x l l hng ring cc cng ty ln v cho cc l hng quc t, Sky Mall k hp ng thu ngoi trung tm phn phi thuc s hu ca cng ty Sykes Enterprise. Khi cc n t hng n, Sky Mall truyn ti cc d liu n cc nh cung cp thch hp hoc trung tm phn phi Sykes. Mt bo co sau c gi n Sky Mall. - Dch v logistics (hu cn) ton din Ch hng ln, c bit l UPS v FedEx cn cung cp cc dch v logistics ton din. Nhng dch v ny l dnh cho B2C, B2B, G2B, v cc loi khc ca thng mi in t. UPS khng nhng l mt nh vn chuyn hng u ca hng ha bn trn Internet m n cn l mt nh cung cp kin thc chuyn mn, c s h tng, v cng ngh cho qun l thng mi ton cu, lm cho ng b s lu thng hng ha, thng tin, v cc qu cho cc khch hng ca mnh. UPS c mt c s h tng ln h tr nhng n lc ny. V d, c hn 120 terabyte (1.012 byte) c s d liu (nm 2003) c cha thng tin khch hng v cc h s vn chuyn. Hn 100.000 khch hng ca UPS kt hp Cng c UPS trc tuyn vo cc trang Web ca ring mnh tng cng cc dch v khch hng ca h. Ngoi ra, UPS cung cp cc ng dng thng mi in t sau y: + Dch v chui cung ng in t cho khch hng doanh nghip. iu ny bao gm mt trang cng thng tin ngnh cng nghip lin quan n thng tin v thng k. + My tnh tnh ton ph vn chuyn. + Gip khch hng qun l chui cung ng in t ca h (v d, xc tin thanh ton v y nhanh tin cc khon phi thu).
N MN HC
GVHD:TRN DANH NHN
+ Ci thin qun l hng tn kho, kho bi, v giao hng, h thng qun l vn chuyn tch hp vi h thng theo di, xc nhn a ch, la chn dch v, v cc cng c v thi gian, chuyn ch vi b phn mm ng dng ERP ca Oracle. + Thng bo ti khch hng bng th in t v tnh trng v thi gian n d kin ca gi hng n. - Cng c i din, tiu biu Cng c trc tuyn ca UPS l mt tp hp ca by ng dng vn chuyn v hu cn cho php khch hng lm tt c mi th t theo di vic ng gi phn tch lch trnh vn chuyn ca h bng cch s dng cc nh gi ch quan tnh ton chnh xc thi gian vn chuyn cho cc l hng gia hai m bu chnh bt k Hoa K. Khch hng c th ti cc cng c ny v cc trang web ca h, cho php khch hng truy cp h thng UPS c c bng chng cho thy cc gi hng c th c chuyn giao ng tin . V d, nu mt cng ty mua vt t trc tuyn v mun giao vo mt ngy nht nh, mt khch hng UPS c th s dng mt tnh nng nh tuyn ti u m bo cung cp vo ngy hm , cng nh t ng ghi li bng chng v vic giao hng trong h thng k ton. UPS cung cp cc dch v logistics ph hp cho cc ngnh cng nghip nht nh. V d, UPS Logistics Group h tr ti cu trc chui cung ng, qun l mng li vn chuyn, v mt phn ca dch v logistics l cho cc nh sn xut xe, nh cung cp, v mt phn khc l cho nh phn phi trong ngnh cng nghip t trn ton th gii. UPS Autogistics ci thin mng li phn phi xe t. V d, n gip Ford gim thi gian cung cp xe t cc nh my n cc i l Bc M t 14 n khong 6 ngy. Cng tng t UPS Logistics Group, n h tr chui cung ng v dch v theo di giao hng ti cc vng khc ca nh sn xut. UPS cng ang m rng mt s phn quan trng i vi vi chng t giao nhn kinh doanh in t. Cng ty gi gi hng u tin cng nh xm nhp vo th trng trong nm 1998 khi tung ra UPS Document Exchange. Dch v ny cung
N MN HC
GVHD:TRN DANH NHN
cp, gim st chng t giao nhn in t, cung cp cc thng bo chp nhn, m ha, v truy cp mt bng khu duy nht. UPS cn cung cp nhiu dch v khc lin quan n thng mi in t khc. Chng bao gm kh nng truy cp vo h thng UPS t cc thit b khng dy, gip khch hng cu hnh v ty chnh cc dch v, cung cp cc ha n in t v quy nh v hnh thc thanh ton (trong B2B). - Thu ngoi dch v logistics (hu cn) Thay v lin doanh hay mua c phn ca cc cng ty i tc, hu ht cc cng ty ch cn thu ngoi dch v logistics. Mt li th ca vic ny l rt d dng thay i nh cung cp, c th nhn thy c trong trng hp ca Tng cng ty National Semiconductor. 5. Tch hp h thng Logistics ton cu. S gia tng thng mi ton cu to ra mt nhu cu cho mt h thng logistics ton cu hiu qu. Cc vn thc hin n hng c xu hng ngy cng khng d dng thm ch c khuynh hng cn m rng hn hay cn nhng chui cung ng di hn xuyn qua bin gii quc gia. S lng ca cc i tc trong mt hp ng kinh doanh th cng nhiu hn (v d nh nh mi gii, thu quan, nh cung cp ton cu), do cn thit phi c s phi hp, thng tin lin lc v hp tc. Hn na, h thng nh vy i hi mt mc bo mt cao, c bit l khi Internet l nn tng cng ngh trung tm. 6. X l vic tr v (logistics ngc) Cho php tr li hng ha khng mong mun v trao i sn phm l nhng yu t cn thit duy tr lng tin v lng trung thnh ca khch hng. Boston Consulting Group (2001) nhn thy rng y l mt trong nhng tr ngi ln trong mua bn trc tuyn. Theo Ellis (2006), mt chnh sch hon tr tt l v cung cn thit trong thng mi in t.
SV:TRNH TH NH QUNH
TRANG: 39
N MN HC
GVHD:TRN DANH NHN
Cng vi vic tr li hng ha, vn logistics cho hng tr li cng l vn khin cho cc thng gia ang tham gia kinh doanh trc tuyn phi au u. Di y l mt s gii php cho cc vn ang tn ti ny. - Tr li hng ha mua. iu ny l d dng thc hin vi mua hng t phi trc tuyn thng thng nhng khng phi l mt ca hng o. tr mt sn phm v li ca hng o, khch hng cn c c s ng , cho php t pha bn hay phi c quyn nh ghi nhn trc , sau ng gi, tr tin vn chuyn n tr li, bo him hng ha, v ch i n hai chu k giao dch trn th tn dng v cui cng l hin th trn phn trng thi ca khch hng. C ngi mua v ngi bn u khng c li hay thy thoi mi vi tnh hung ny. Ngi phi ng gi li, kim tra li giy t, v a vo hng mc bn li nhng thng thng c mt mt so vi ban u. Gii php ny l kh thi nu s lng hng tr li l nh hoc hng ha t tin. - Tch ring dch v logistics thnh dch v logistic cho hng bn v dch v logistics cho hng mua. Vi ty chn ny, hng tr li c vn chuyn bi mt n v c lp v c x l mt cch ring bit. Gii php ny c th c hiu qu hn t quan im ca ngi bn, nhng quy trnh tr hng v khng d dng thc hin i vi ngi mua. -Thu ngoi hon ton dch v logistics cho hng tr v. Mt s cng ty cung cp dch v thu ngoi bao gm c UPS v FedEx, cung cp cc dch v logistics cho hng tr li. Cc dch v ny khng ch gii quyt hng ha tr hay i v m cn vi ton b qu trnh logistics. - Cho php khch hng tr li hng ha ti mt trm trung gian. Cung cp cho khch a im (chng hn nh mt ca hng tin li hoc cc ca hng UPS), ni h c th tr hng. chu v c, hng tr v c chp nhn trong cc ca hng tin li v ti cc trm xng du.V d, cng ty BP Australia Ltd hp tc vi wishlist.com.au v Caltex Australia chp nhn hng tr v ti cc ca hng tin li kt ni vi trm xng ca n. Japaness 7-Elevens (7dream.com)
N MN HC
GVHD:TRN DANH NHN
l mt cng ty bn hng trc tuyn ti Nht Bn, nhng ti i Loan, bn c th tr tin, nhn sch v n t hng sn phm khc, v tr li cc mc khng mong mun mt ca hng 7-Eleven bt k. Cc ca hng truyn thng thng thng cho php khch hng tr li hng ha c t hng t cc ca hng o trc tuyn n cc ca hng thc ca h (v d nh walmart.com v eddiebauer.com). - Bn u gi cc mt hng tr li. Gii php ny c th i km vi bt k gi php no c a ra trc y. 7. Hon thnh n t hng trong quan h B2B. Hu ht cc vn tho lun trn y u tp trung vo thc hin n hng trong B2C. Nhn tng quan th hon thnh n hng trong B2B v B2C cng da trn nhng bc c bn chnh yu nhng cng c nhiu im khc bit. Sau y l mt s vn lin quan n hon thnh n hng trong B2B. Hon thnh n hng trong B2B c th phc tp hn so vi ca B2C. N c t nht su chiu hng phc tp (vi B2C l hai): kch thc l hng, nhiu knh phn phi hn, tn s chuyn hng nhiu hn, quy m khng ng u ca cc nh cung cp dch v, t trung gian vn chuyn, v ng dn giao dch trong thng mi in t rt phc tp. - S dng BPM ci thin thc hin n hng. Hon thnh n hng B2B thng s dng phn mm qun l quy trnh kinh doanh (BPM) nhm t ng ha cc bc khc nhau trong qu trnh ny. Qu trnh thc hin n hng ca Daisy Brand l mt v d in hnh. Daisy Bran l mt cng ty ln ca M sn xut cc sn phm kem chua c bit n l mt cng ty c cht lng lun m bo n nh . Khch hng chnh ca n l cc siu th hot ng trong mi trng kinh doanh rt cnh tranh. Hu ht cc khch hng yu cu Daisy Bran cung cp mt s dch v nng cao hiu qu hot ng, v d nh h tr cung cp qun l hng tn kho (VMI), lp k hoch hp tc, v d bo. Cn cc khch hng cng b p lc t thng hiu Daisy nn
SV:TRNH TH NH QUNH
TRANG: 41
N MN HC
GVHD:TRN DANH NHN
phi c gng ci thin cc dch v dc theo chui cung ng. bo v thng hiu, Daisy thng xuyn tm kim, i mi cng ngh ci thin hiu qu ca qu trnh thc hin n hng. Khch hng t hng bng cc n hng in t. Cc n ny c Daisy Bran x l qua ba ng dng l EDI, ERP, v Tibco. - S dng sn giao dch in t hay sn giao dch chng khon gii quyt d dng cc vn trong thc hin n hng B2B. V c bn, sn giao dch TMT B2B (B2B e-marketplace) l mt website m nhiu cng ty c th mua bn hng ho trn c s s dng chung mt nn tng cng ngh. Sn giao dch B2B cn cung cp nhng dch v h tr nh thanh ton hay vn chuyn, giao nhn cc cng ty c th hon thnh giao dch. Ngoi ra sn giao dch cng c th h tr cho cng ng doanh nghip nh cung cp nhng thng tin v cc lnh vc ngnh ngh, to cc din n trc tuyn v cung cp cc bn nghin cu, nh gi v nhu cu ca khch hng cng nh cc d bo cng nghip i vi cc mt hng c th. V c bn, cc c im chnh ca sn giao dch (e-marketplace) c th c tm lc li bng bn chnh di y. + a im ngi mua v bn trn khp th gii gp nhau + Tp trung cc mi quan h gia c nhn, t chc v chnh ph + L nn tng cho cc hot ng thng mi, bn thn e-marketplace khng mua bn hng ho, dch v m ch nhng ngi tham gia thc hin cc giao dch ti y + C t nht mt trong cc chc nng thng mi Nhng c im trn cng l nhng yu t chnh phn bit sn giao dch vi cc website khc b xung thm cc yu t sau: + Ch cung cp thng tin th trng hay cung cp danh mc cc cng ty + L website ca mt cng ty lp ra bn cc sn phm ca cng ty + Ch cung cp cc gii php v Thng mi in t
N MN HC
GVHD:TRN DANH NHN
Hin nay c ba m hnh sn giao dch B2B ph bin l: Sn giao dch B2B ca mt cng ty: l mt sn giao dch B2B trc tuyn do mt cng ty iu hnh. y c th l sn dnh cho bn mua hoc cho bn bn giao dch vi mt cng ty, trong : Sn giao dch dnh cho bn bn l ni mt cng ty bn cc sn phm tiu chun hoc sn phm thit k ring cho cc cng ty khc. Sn giao dch cho bn mua l ni mt cng ty mua hng t cc nh cung cp. Sn giao dch chuyn ngnh (v d Boeing v Hng khng ton cu) l ni cc cng ty ln to ra mt sn giao dch cho mt ngnh hng no to ln mt mng li cung cp. Sn giao dch B2B t do: l mt th trng dnh cho doanh nghip, thng do mt n v c lp s hu v qun l. Sn giao dch ny bao gm nhiu ngi mua v nhiu ngi bn. V d v cu chuyn thnh cng ca Alibaba.com c nh gi nh mt a ch mi gii hn nhn trong lnh vc thng mi, mng Alibaba.com l mt trong nhng mng thng mi in t ln nht th gii hin nay. Aliaba thnh cng nh ni kt cc cng ty tin ti cc cuc hn nhn thng mi, theo nh cch nhn xt ca Stephen McKay, gim c thng mi in t, cng ty t vn Adersen Cosulting Hng Kng. Lc ban u Alibaba ch l cng ty Internet nh, tr s chnh t ti Trung Quc. Nhng sau , trong khi cc cng ty dot.com vn lao ao v cha tm li thot cho mnh trong cuc khng hong dot.com th Alibaba nhanh chng pht trin thnh h thng mng in t rt thnh cng. Alibaba.com kt ni hng nghn cng ty nh v va khp mi ni trn th gii, gip h bn c hng ho t thit b cng nghip nng n qun o, giy dp thi trang, my vi tnh, thit b in gia dng, chi,cho cc tp on ln nh Kmart, Toys R Us, Hoem Depot, Tandy Radio Shack hay Texas Instrument. Gi y, vi Alibaba.com, ngi trong vn phng ca mnh ti London, Paris hay NewYork, mt gim c cng ty ng k lm thnh vin Alibaba.com c th s dng my vi tnh truy nhp vo mng Alibaba thc hin
N MN HC
GVHD:TRN DANH NHN
mt cuc ving thm o c s sn xut ca nhiu cng ty nh v va ri rc khp chu . Qua mn hnh, v gim c y c th xem xt mu m nhiu loi mt hng, gi c, th tc thanh ton, xut cng v thi gian vn chuyn. Bt tn km chi ph i li, n ti khch sn v tn cng sc ln thi gian m hiu qu nhanh, l mt trong nhng l th m Alibaba mang li cho khch hng ca mnh. Vi s vn ban u ch vn vn 12 triu USD v h thng c xy dng trn database do Oracle thit k, pht trin v c truyn i qua mt server Sun Microsystem t ti Singapore, nm 2004 tng doanh thu ca Alibaba l 2,1 t USD trong c 780 triu USD n t ngun Alibaba thng mi in t. - Hon thnh n t hng dch v. Thng thng nhc ti hon thnh n hng th nhiu ngi ngh ngay ti cc n hng vi cc sn phm vt cht, nhng ngoi cc sn phm vt cht thng mi in t cn c cc sn phm dch v. Thc hin cc n t hng dch v (v d, mua hoc bn c phiu, qu trnh bo him) c th i hi x l thng tin nhiu hn, i hi h thng thng mi in t tinh vi hn. 8. i mi chin lc hon thnh n hng trong thng mi in t Bowman (2006) v Vitasek v Manrodt (2006) xut ra mt s i mi chin lc hon thnh n hng trong thng mi in t nh l mt trong s 4 chin lc di y. - Merge-in-transit: l m hnh hu cn trong cc b phn ca sn phm c th n t cc a im khc nhau v c chuyn trc tip n a im ca khch hng. Merge-in-transit l mt m hnh trong cc thnh phn cho mt sn phm c th n t hai hay nhiu a im khc. V d nh khi mua mt my tnh, mn hnh c th n t B ng Hoa K v CPU t b bin pha Ty. Khi thay v vn chuyn cc thnh phn n mt v tr trung tm v sau vn chuyn c hai cho khch hng th, cc thnh phn c vn chuyn trc tip cho khch hng v c sp nhp vo mt l hng bi nhng nh vn chuyn a phng (khch hng
N MN HC
GVHD:TRN DANH NHN
c tt c cc phn trong mt giao) nh gim i nhng chi ph, vn chuyn khng cn thit. - Rolling warehouse: l phng thc logistics trong cc sn phm trn cc xe giao hng khng cn t trc n ch, nhng quyt nh v s lng chuyn xung ti mi ni n c thc hin ti thi im chuyn xung. Vi mt rolling warehouses, cc sn phm trn cc xe ti giao hng khng phi c tnh ton trc giao hng cho mt n hng c th, n mt ch n c th. Vic quyt nh v s lng d b xung ti mi im n l c thc hin ti thi im d hng. V vy, thng tin t hng mi nht c th c a vo ti khon, h tr kim sot hng tn kho v gim chi ph logistics n mc thp nht (bng cch trnh cc chuyn giao hng lp li). Cc phng php rolling warehouses c p dng nhiu trong ngnh cng nghip vn ti bin, ni n c gi l mt kho ni - Leveraged shipments: k hoch vn chuyn da vo s lng (hay gi tr) ca yu cu v a im - Delivery-value density: l mt quyt nh h tr cng c gip xc nh tnh kinh t ca phn phi hng ha ti cc khu vc lng ging trong mt hnh trnh. Lm th no Sundowner Motor Inns thc hin cc dch v trc tuyn. Vi c s chnh ti Shepparton Victoria, Australia v 24 c s nhng quyn thng mi l nhng nh ngh dc khp vng nng thn nc c. Nm 2003, Sundowner Motor Inns bt u khi to mt h thng chui cung ng cho khch hng t ng ha vic qun l phng trng. Phn mm c pht trin cho php tn ti hai h thng: (1) cc h thng t phng trc tuyn v (2) h thng qun l ti sn thc (PMS). Hai h thng ny lm vic thnh cng do vy n lin tc c ci thin. y l cch h thng hon thnh cc n t hng:
SV:TRNH TH NH QUNH
TRANG: 45
N MN HC
GVHD:TRN DANH NHN
1. Khch hng t phng ti trang web ca cng ty (sundownermotorinns.com.au) hoc ti cc cng thng tin t phng trc tuyn khc (v d, wotif.com, expedia.com). 2. Khch hng c kt ni t ng ti mt my ch Web, v h thng qun l ti sn thc (PMS) cung cp cc d liu ha, gi c v thng tin v phng trng. 3. Ti thi gian , khch hng c xem xt, nh gi chi tit phng. 4. Khch hng xc nhn t phng bng cch gi chi tit th tn dng ca h thng qua trang Web an ton. 5. Sau khi xc nhn t phng, h thng qun l ti sn thc c cp nht t ng phn nh ng s sn c ca phng trng. 6. Cng ty s gi mt email t ng xc nhn ti cho khch hng. V. Qun tr quan h khch hng (CRM) v mi quan h ca CRM vi thng mi in t. 1. CRM l g? Qun l quan h khch hng (CRM) nhn ra rng, khch hng l ct li ca mt doanh nghip v mt cng ty, thnh cng ca cng ty ph thuc vo hiu qu qun l cc mi quan h ca n vi h. CRM tp trung vo vic xy dng cc mi quan h khch hng lu di v bn vng, iu m lm gia tng gi tr cho khch hng v cng ty. Cng ging nh i tc off-line ca h, cc cng ty trc tuyn cng phi cung cp cc dch v ca khch hng. Dch v khch hng l mt phn quan trng ca CRM. a. Mt s nh ngha v CRM. CRM l vit tt ca Customer Relationship Management - Qun tr quan h khch hng. l chin lc ca cc cng ty trong vic pht trin quan h gn b vi khch hng qua nghin cu, tm hiu k lng nhu cu v thi quen ca h. Thit
SV:TRNH TH NH QUNH
TRANG: 46
N MN HC
GVHD:TRN DANH NHN
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. Trn th gii hin nay c kh nhiu nh ngha v CRM, sau y l mt s nh ngha c bn: CRM l trit l kinh doanh ly khch hng lm trung tm, trong ly c ch hp tc vi khch hng bao trm ton b quy trnh hot ng kinh doanh ca doanh nghip. CRM l mt chin lc kinh doanh c thit k nng cao li nhun, doanh thu v s hi lng ca khch hng. N bao gm phn mm, cc dch v v mt phng thc kinh doanh mi nhm gia tng li nhun, doanh thu, ng thi lm hi lng khch hng hn gi chn khch hng lu hn. b. ch li m CRM em li - i vi Khch hng: CRM gp phn thc y mi quan h lu di gia khch hng v doanh nghip, gip khch hng c hiu r hn, c phc v chu o hn. Nh c CRM, khch hng cm thy rt c quan tm t nhng iu rt nh nh: s thch, nhu cu, ngy k nim - i vi doanh nghip: CRM gip doanh nghip lng nghe khch hng ca mnh nhiu hn, d dng qun l tnh hnh kinh doanh v pht trin ca mnh trong qu kh, hin ti cng nh tng lai; gip doanh nghip qung b sn phm, thng hiu mt cch nhanh chng, d dng v t chi ph nht. ng thi, CRM l cng c h tr doanh nghip qun l tp trung ngun ti nguyn ca mnh, cng nh qun l nhn vin mt cch hiu qu. - i vi nh qun l: CRM cung cp cho nh qun l nhiu cng c h tr c lc, gip nh qun l nhanh chng thng k, phn tch, nh gi tnh hnh kinh doanh ca doanh nghip t qu kh, hin ti v tng lai; pht hin nhng kh khn, ri ro tim n ca doanh nghip c th kp thi a ra c nhng gii php thch hp cho nhng vn . ng thi CRM cn cho php ngi qun l nh gi c tnh hnh v hiu qu lm vic ca tng nhn vin cp di.
N MN HC
GVHD:TRN DANH NHN
- i vi nhn vin: CRM cho php nhn vin qun l mt cch hiu qu thi gian v cng vic ca mnh. ng thi CRM gip nhn vin nm r thng tin v tng khch hng ca mnh a ra phng thc h tr nhanh chng, hp l, to c uy tn i vi khch hng, gi chn khch hng lu hn. c. Phn loi CRM Ta phn bit ba loi hot ng ca CRM: hot ng, phn tch, v hp tc. - CRM hot ng lin quan n chc nng kinh doanh in hnh bao gm dch v khch hng, qun l t hng, bin nhn hoc thanh ton, bn hng v t ng ha tip th v qun l. - CRM phn tch lin quan n hot ng nm bt, lu tr, trch xut, x l, phn tch, gii thch v bo co d liu khch hng cho cc nh qun tr h s dng, phn tch chng khi cn thit. - CRM hp tc gii quyt tt c cc giao tip truyn thng cn thit, phi hp v hp tc gia cc nh cung cp v khch hng. d. Phn loi cc chng trnh CRM - Chng trnh khch hng trung thnh. Cc chng trnh nhm c gng gia tng lng trung thnh ca khch hng. Mt v d l chng trnh khch hng thng xuyn c a ra bi cc hng hng khng. - Kho st. Nhng chng trnh truyn thng, c ng c gng ginh c s quan tm ca khch hng hin ti cng nh thu ht khch hn nng Li ko hoc thuyt phc khch hng tr li. C nhng chng trnh m c gng thuyt phc khch hng ng ri khi hoc, nu h ri khi th li ko h ti gia nhp. V d cc cng ty cung cp nhiu u i thu ht khch hng tr v. - M rng bn hng hoc tng cht lng hng bn. Bng cch cung cp cc sn phm b sung (cross-sell) hoc cc sn phm c nng cao cht lng (upsell) m khch hng mun, cc cng ty lm cho khch hng hi lng v tng doanh thu ca h.
N MN HC 2. eCRM (qun tr quan h khch hng in t)
GVHD:TRN DANH NHN
Qun tr quan h khch hng l mt hot ng kinh doanh m cc cng ty thc hnh qua nhiu thi k. Bng chng l nhiu doanh nghip thnh cng tn ti trc . Khi c my tnh, nhiu cng ty cng khng yu cu thc hin vic qun l khch hng tt hn. Tuy nhin, k t gia nhng nm 1990, do s gia tng cnh tranh, CRM tng cng yu t cng ngh thng tin. CRM cng ngh ra i l mt s phn ng li vi nhng thay i mi trng, c s dng cc thit b v cc cng c cng ngh thng tin mi nht. Cc vn v qun tr quan h khch hng in t (eCRM) c t ra vo gia nhng nm 1990 khi khch hng bt u s dng cc trnh duyt Web, Internet, v cc phn mm h tr in t (e-mail, POS thit b u cui, cc trung tm cuc gi, v bn hng trc tip). eCRM cng bao gm cc ng dng qu trnh trc tuyn, nh phn on v c nhn ha. Vic s dng Internet, mng ni b, v Extranet thc hin dch v cho khch hng v cho cc i tc ngy cng hiu qu hn nhiu v hiu qu hn so vi trc khi Internet. Thng qua cng ngh Internet, d liu tng qut v khch hng c th l u vo cho marketing, bn hng, v c s d liu dch v khch hng phn tch. S thnh cng hay tht bi ca nhng n lc CRM c th c o v sa i trong thi gian thc tin, tip tc nng cao s mong i ca khch hng. Trong th gii kt ni Internet, eCRM tr thnh mt yu cu cho s sng cn, khng ch l mt li th cnh tranh. eCRM bao gm mt lot cc vn , cc cng c v phng php khc nhau, t vic thit k thch hp ca sn phm cng ngh cao ti cc dch v gi c v chng trnh lng trung thnh . Lu rng eCRM i khi c gi l dch v in t. Tuy nhin, thut ng dch v in t c nhiu ngha khc. V d, mt s dch v in t xc nh nh thng mi in t trong cc ngnh dch v, chng hn nh ngn hng, bnh vin, v chnh ph, trong khi nhng ngnh khc li nh ngha l nhng dch v in t t phc v. C rt nhiu s nhm ln gia thut ng eCRM v dch v in t, nhng hai thut ng ny hon ton khc nhau. Lu rng nhng ngi s dng thut
N MN HC
GVHD:TRN DANH NHN
ng eCRM v CRM thay th cho nhau. Hu ht cc nh cung cp ch s dng CRM, v cc ti liu k ton-nghip v s dng thut ng thng xuyn nht. 3. Phm vi ca CRM - i vi cc giao dch trc tuyn, CRM thng cung cp cc tnh nng gip . Ngoi ra, nu mt sn phm c mua phi trc tuyn (off-line), dch v khch hng c th c cung cp trc tuyn. V d, nu mt ngi tiu dng mua mt sn phm off-line v c nhu cu t vn v vn lm th no s dng n, ngi c th tm thy hng dn chi tit trc tip t trang web trc tuyn (v d, livemanuals.com). - Theo Voss (2000), c ba cp ca CRM: + Dch v nn tng. iu ny bao gm cc dch v ti thiu cn thit, chng hn nh trang web c s tng tc (v d, lm th no dch v c cung cp mt cch nhanh chng v chnh xc), trang web gip nng cao hiu qu, v thc hin n hng. + Trung tm dch v khch hng. Nhng dch v ny theo di, cu hnh v tu bin, v bo mt v tin cy. y l nhng dch v khch hng quan trng nht. + Gi tr dch v gia tng. y l nhng dch v ph thm, chng hn nh mi gii, u gi trc tuyn, v gio dc v o to trc tuyn. - Dch v khch hng nn c cung cp trong sut ton b vng i sn phm. Bn phn sau hp thnh chui gi tr cho CRM: + Khch hng mua li (h tr vic mua li). Mt chin lc dch v phn nh v cng c thng hiu ca cng ty v cung cp thng tin cho khch hng tim nng khuyn khch h mua. + H tr khch hng trong qu trnh mua. Chin lc dch v ny cung cp mt mi trng mua sm m ngi tiu dng thy hiu qu, cung cp nhiu thng tin, v hu ch.
SV:TRNH TH NH QUNH
TRANG: 50
N MN HC
GVHD:TRN DANH NHN
+ Vic hon thnh n hng ca khch hng (vic mua bn nhanh gn). iu ny lin quan n vic giao hng kp thi, bao gm c vic gi lin lc thng bo cho cc khch hng v qu trnh thc hin, c bit l nu c bt k s chm tr. + Tip tc h tr khch hng (dch v sau mua). Thng tin thm v h tr, duy tr mi quan h mua bn vi khch hng. 4. Li ch v hn ch ca CRM. - Li ch chnh ca CRM l vic cung cp cc dch v chm sc khch hng tt hn thng qua vic s dng Internet v cng ngh IT. Ni cch khc, CRM lm cho khch hng hi lng bng cch cung cp nhiu s la chn cc sn phm v dch v, nhanh chng gii quyt vn v phn hi li, d dng v nhanh chng tip cn thng tin, v cn nhiu hn na.Cng ty c gng t c li th cnh tranh hn cc i th cnh tranh ca h bng cch cung cp CRM tt hn. - Hn ch chnh ca CRM l n i hi tch hp vi h thng thng tin ca mt cng ty khc, m iu ny th khng th d dng thc hin. Ngoi ra, vic xc minh chi ph cho CRM khng phi l d dng. Hn na cng ty s gp rt nhiu kh khn h tr nhn vin mt s ng dng CRM mi. Nhng ch trong vi nm qua m thng mi in t di ng khuyn khch vic to ra cc ng dng CRM th v. 5. Cc vn trong thc hin CRM. Theo mt nghin cu ca CIO Insight (2004) v Petersen (2006): vn ha, cam kt qun l ca nhng nh qun l ng u, v truyn thng l nhng yu t dn n thnh cng ca CRM ch khng phi do cng ngh. Bohling, Jolland v Abrell (2005), v Seybol (2006) nh du mt s bc quan trng trong vic xy dng mt chin lc thng mi in t tp trung vo khch hng. Cc bc ny bao gm mt tp trung vo cc khch hng cui cng, h thng v quy trnh kinh doanh c thit k d s dng v c xem xt t quan im ca khch hng cui cng, v nhng n lc nui dng lng trung thnh ca khch hng (mt
SV:TRNH TH NH QUNH
TRANG: 51
N MN HC
GVHD:TRN DANH NHN
cha kha t li nhun trong thng mi in t). thc hin thnh cng cc bc ny, cc doanh nghip phi c nhng hnh ng sau y: - Cung cp dch v c nhn (v d, dowjones.com). - Nhm vo khch hng mc tiu (v d, aa.com, national.com). - Tr gip khch hng lm cng vic ca h (v d, boeing.com). - Hy khch hng t gip mnh (v d, iprint.com). - Hp l ha quy trnh kinh doanh tc ng n khch hng (v d, ups.com, amazon.com) - S hu kinh nghim khch hng bng cch tip xc vi khch hng khi c th (v d, amazon.com, hertz.com). - Cung cp mt ci nhn tng qut (360 ) v mi quan h khch hng (v d, wellsfargo.com, Verizon.com). Agarwal (2004) v Bohling (2006) cho rng nhiu d n CRM l tht bi ngay t u v yu s cu khc phc bi v cng ty khng qun l ng cch. Ngoi ra h cn cung cp mt phng php m rng v vic lm th no thc hin CRM. Thc hin CRM quy m ln l khng d dng khng gi r. Nm yu t cn thit thc hin mt chng trnh CRM c hiu qu: 1. Chin lc khch hng trung tm . Chin lc khch hng trung tm c thnh lp u tin cp doanh nghip. Chin lc phi c da trn v ph hp vi chin lc tng th ca cng ty v phi c ton b t chc thng qua. 2. Cam kt. Cc cam kt l yu t cn thit thc hin chuyn i chin lc CRM thnh cng. Nh s vic cc nhn vin sn sng hc hi cc k nng cng ngh cn thit. 3. Ci thin hoc thit k li quy trnh. y l mt cng vic rt kh khn, nhng cn c thc hin thng xuyn trong CRM.
SV:TRNH TH NH QUNH
TRANG: 52
N MN HC
GVHD:TRN DANH NHN
4. Cng ngh phn mm. Phn mm CRM c th ghi li cc giao dch kinh doanh, to ra cc c s d liu tp trung, to iu kin thun li cho lu tr d liu v khai thc d liu, h tr ra quyt nh v cung cp cng c qun l chin dch marketing. Cc cng ty nn chn gi phn mm CRM ph hp vi tnh hnh v nhu cu CRM ca cng ty. 5. C s h tng. Thc hin CRM hiu qu i hi mt c s h tng ph hp vi cng ty. C s h tng ny bao gm thit lp mng, lu tr, sao lu d liu, nn tng my tnh, v my ch web. C s h tng thch hp c th cung cp h tr vng chc cho vic thc hin CRM. 6. Tch hp CRM vo doanh nghip. Mt s ng dng CRM l c lp vi cc h thng khc ca doanh nghip. Tuy nhin, cc ng dng CRM phi c tch hp vi h thng thng tin khc. Ta thy, CRM ch yu nm gia khch hng v doanh nghip. Cc thng tin lin lc gia hai bn c thc hin thng qua Internet, in thoi thng thng, th gi qua ng bu in... Tuy nhin, tr li cc truy vn ca khch hng, truy cp cc tp tin v c s d liu l iu cn thit. Trong cc cng ty va v ln, y l nhng thng l mt phn ca h thng ERP. Cc cng ty c th kim tra cc d liu lin quan n mt n t hng vi nh my sn xut ca h, cc nh cung cp dch v vn chuyn, nh cung cp, hoc cc i tc kinh doanh khc. V vy, CRM cn phi giao tip vi cc chui cung ng, v thc hin iu mt cch d dng, khng tn km, v nhanh chng. Ngoi ra, CRM phi tch hp vi cc kho d liu bi v xy dng cc ng dng bng cch s dng cc d liu trong kho th d dng hn bng cch s dng d liu trong c s d liu ni b v bn ngoi. Cui cng, CRM t thc hin thu thp d liu khch hng v sn phm. iu ny cn phi c chun b cho khai thc d liu v cc loi khc phn tch. S tch hp ca ERP v CRM phi bao gm ng b ha d liu mc thp
N MN HC
GVHD:TRN DANH NHN
cng nh qu trnh hi nhp kinh doanh vai tr ton vn ca kinh doanh c th c duy tr trn ton h thng v nhim v ca quy trnh lm vic c th vt qua h thng. Hi nhp ny cng m bo rng cc t chc c th thc hin kinh doanh thng minh trn ton h thng. 7. S cn nhc gia dch v khch hng v cc chng trnh CRM. Hai vn ln pht sinh khi cng ty c gng xc minh cc chi ph cho dch v khch hng v cc chng trnh CRM. Vn u tin l hu ht nhng li ch ca CRM l v hnh, th hai l li ch ng k ca cng ty thng c th c thu c t khch hng trung thnh lu di. iu ny ng cho c hai t chc phi trc tuyn (offline) v trc tuyn (online). Trong mt nghin cu nm 1990 c cng b trong Harvard Business Review c tiu "Zero Defections: Cht lng i km vi dch v", cc nh nghin cu chng minh rng chi ph cho khch hng mua li cao lm cho nhiu chng trnh quan h khch hng khng mang li li nhun cho doanh nghip. Ch trong nm sau, khi chi ph duy tr khch hng trung thnh gim xung v khi lng mua tng ln, vic thc hin CRMs to ra li nhun ln. V vy, cc cng ty rt cn thn v vic xc nh chi ph cho dch v khch hng. a. Cc ch s trong dch v khch hng v CRM. Mt cch xc nh cung cp bao nhiu dch v l so snh cng ty vi tp hp ca cc tiu chun c gi l ch s trong ngnh. Cc ch s ny l c v s lng v cht lng. Di y l mt s ch s Web lin quan n mt cng ty c th s dng xc nh mc thch hp h tr khch hng: - Thi gian phn hi. Nhiu cng ty c mt thi gian phn hi mc tiu t 24 n 48 gi. Nu mt cng ty s dng cc i l thng minh, phn hi c th c thc hin trong thi gian thc hoc cc h thng c th cho thy rng thng ip ca khch hng nhn c mt phn hi s c a ra.
SV:TRNH TH NH QUNH
TRANG: 54
N MN HC
GVHD:TRN DANH NHN
- S sn c ca trang web. Khch hng s c th n trang web ca cng ty ti bt k thi gian no (24 gi mt ngy). iu ny c ngha l thi gian cht nn cng gn bng khng cng tt. - Thi gian ti v. Ngi dng thng s khng i nhng ti v ko di hn 10 n 20 giy. - Kp thi. Thng tin trn trang web ca cng ty phi c cp nht tng ngy. Cng ty thit lp mt khong thi gian (v d, mi thng) m ti thng tin phi c sa i. Nu sau mt khong thi gian thit lp m khng c s dng th c th l do cc cng ty c nhng sn phm mi trong ca hng nhng khng phi trn Web hoc ngc li. Trong c hai trng hp, n c th b mt doanh s bn hng tim nng. - Bo mt v ring t. Cc trang web phi cung cp cc iu khon v tnh bo mt thng tin v gii thch cc bin php bo mt. - Thc hin n hng ng thi gian. Thc hin n hng phi nhanh chng v thc hin ng vi ngy giao hng ha. - Chnh sch tr hng. Ti Hoa K v mt s nc khc, chnh sch tr hng l mt tiu chun ca dch v. C mt chnh sch hon tr lm tng nim tin v lng trung thnh ca khch hng. Cc trng hp m khch hng c th tr hng v s mang li s hi lng cho khch hng. - iu hng. Mt trang web phi d dng iu khin. nh gi nng lc iu hng, cc cng ty c th o s lng khch hng i vo su trong mt n t hng. b. eCRM phn tch CRM phn tch cp n vic s dng cc k thut phn tch kinh doanh v kinh doanh thng minh, chng hn nh khai thc d liu v phn tch x l trc tuyn ng dng CRM.
SV:TRNH TH NH QUNH
TRANG: 55
N MN HC
GVHD:TRN DANH NHN
Chng ta thy c nhiu ngun d liu khch hng bao gm cc thi gian truy cp cho cc hot ng trn web, thi gian thc v thi gian khch hng tng tc v cc hot ng trong POS. Mt s lng ln cc d liu c x l v lu tr trong mt kho d liu hoc trong mt siu th d liu hoc ch trong c s d liu. Mt s loi cng c phn tch c th c p dng c c thng tin cho cc nh qun tr ra quyt nh, v d, h s khch hng c s dng cho vic lp k hoch qung co v chin dch tip th. Ngay khi cc trang Web c kh nng thm vo mt cch thc mi v nhanh hn tng tc vi khch hng, th c hi v s cn thit chuyn d liu thu thp c v khch hng vo thng tin hu ch tr nn r rng. Kt qu l, mt s cng ty phn mm pht trin cc sn phm gip phn tch d liu khch hng. (V d, SAP Business One CRM, Dyna ca Microsoft, ics CRM 3.0). Vic phn tch c th cung cp cho ta thy v cc nhm phn khc khch hng. V d, n gin nht l phn chia khch hng vo nhm nhiu kh nng v t kh nng mua lp li mt sn phm; khch hng mang li li nhun nhiu nht theo thi gian. Vic phn tch cn cung cp cc thng tin c nhn nh kh nng mua hng ca khch hng c nhn khch hng da trn cc d liu thu thp c Theo di cc s kin v d nh khi no th mt khch hng t n mt lng tin nht nh cho mua hng.. D on kch bn nh kh nng mt nhm khch hng hoc mt khch hng mua mt sn phm tng t sn phm mua.. a ra m hnh tin on, v d nh t so snh s thnh cng ca cc k hoch pht trin sn phm khc nhau trong tng lai c kh nng a ra nhng kin thc c s v khch hng. Li ch ca vic phn tch CRM khng ch lm cho quan h vi khch hng tt hn m cn mang li s hiu qu trong bn hng v dch v, trong ci thin qun
SV:TRNH TH NH QUNH
TRANG: 56
N MN HC
GVHD:TRN DANH NHN
l chui cung ng (gim hng tn kho v giao hng nhanh hn) v do gim chi ph v gi c cnh tranh hn. t c nhiu li ch nht t eCRM th thu thp v phn tch d liu khch hng l cn thit. Nemati et al. (2004) cung cp kt qu ca mt nghin cu v s tch hp ca d liu trong phn tch eCRM. S dng vic khai thc d liu ng cch s cung cp cho cc cng ty nhng thng tin c gi tr nh lm th no phc v khch hng trc tuyn, lm th no gi chn khch hng. 8. Hng tng lai ca CRM. Greenberg (2006) ch ra cc hng CRM trong tng lai sau y: Kinh nghim ca khch hng v cc sn phm, dch v, v vic cung cp ca cng ty cho khch hng s l nn tng cho s tin ln ca CRM v c xem xt trong cc chin lc di hn ca cng ty. Cc ch s s c pht trin o lng s thnh cng.
-
CRM da trn nhu cu s tr thnh u vit, mc d cc nh cung cp da trn tin vt cht s tip tc tn ti, nhng hu ht cc cng ty cho rng vic u t hay mt h thng u t vo cng ngh thng tin s gip doanh nghip la chn c nhng sn phm sn xut da trn nhu cu thc t ca khch hng.
S dng phn mm m ngun m. Cc hot ng v cc cng ty m ngun m nh SugarCRM (sugarcrm.com / CRM) s c hiu qu cnh tranh cao hn trong th trng theo yu cu.
CRM s c tch hp ngy cng nhiu vi cc mng x hi v nhiu cp ng dng. Cc cng c mng x hi nh podcast, blog, wiki, LinkedIn.
VI. Cung cp dch v khch hng trong khng gian mng, cc ng dng v cc cng c qun tr quan h khch hng.
SV:TRNH TH NH QUNH
TRANG: 57
N MN HC
GVHD:TRN DANH NHN
ng dng CRM l cc cng c dch v c thit k tng cng s hi lng ca khch hng (mang li cm gic rng mt sn phm hoc dch v p ng mong i ca khch hng). Cc ng dng CRM ci thin dch v khch hng truyn thng nh l thng tin lin lc d dng hn v gii p nhanh hn cc vn ca khch hng, t ng tr li cc cu hi quen thuc, cho khch hng t phc v, hoc cho php cc khch hng yu cu mt cuc in thoi t mt nhn vin dch v khch hng. Ngy nay, nhm gia tng s tha mn nhng mong i ca khch hng, cc nh marketing trong thng mi in t phi p ng bng cch cung cp mt h thng CRM tt nht, mnh nht. H phi to ra mt trung tm khch hng trong h thng thng mi in t. Dch v khch hng (hay l dch v h tr) l lin kt cui cng trong chui cc nh cung cp v khch hng. Dch v khch hng lm tng gi tr cho sn phm v dch v v l mt phn khng th thiu trong kinh doanh thng mi. Ngy nay hu ht cc cng ty trung bnh v ln u s dng Web nh l mt knh h tr khch hng. Cc ng dng trn web c th di nhiu hnh thc, t vic cung cp tm kim sn phm, dch v ti kh nng so snh gi c, cht lng, hnh thc cho php khch hng theo di tnh trng n t hng ca h. Bc u tin xy dng cc mi quan h khch hng cung cp cho khch hng l do chnh ng h tham quan v quay tr li trang web ca cng ty. Ni cch khc, t chc nn to ra mt trang web giu thng tin, vi nhiu ni dung c mong i. Trang web khng ch bao gm thng tin ca sn phm v dch v m cn l ni khch hng c th tm kim nhng thng tin c gi tr hay v cc dch v min ph. Phn loi cc ng dng CRM Cc Patricia Seybold (2002) phn bit cc ng dng CRM thnh cc loi: Customer-facing, customer-touching v customer-centric intelligence
SV:TRNH TH NH QUNH
TRANG: 58
N MN HC
GVHD:TRN DANH NHN
- Cc ng dng customer-facing. ng dng ny bao gm tt c cc lnh vc m khch hng tng tc vi cng ty: cc trung tm cuc gi, giao dch trc tip vi khch hng ti bn giao dch, lc lng bn hng t ng ha v ngay c cc ng dng trn c s t ng ca CRM hay h tr t nhn vin cng thuc trong khu vc ng dng ny. - Cc ng dng customer-touching bao gm cc ng dng m khch hng c th tng tc trc tip vi ng dng . ng ch y l cc hot ng t phc v, chng hn nh cc cu hi thng gp (mt trong cc tin ch thng thy nht trn cc trang web trn Internet), qun l chin dch v cc ng dng thng mi in t c mc ch chung. - Cc ng dng customer-centric intelligence. y l cc ng dng phn tch kt qu ca quy trnh hot ng v s dng cc kt qu phn tch ci thin cc ng dng CRM. D liu bo co v d liu lu tr v khai thc d liu l ch chnh y. - Ngoi ra cn c th chia cc ng dng CRM thnh loi th t sau: cc ng dng kt ni trc tuyn v cc ng dng khc. Kt ni trc tuyn l phng php cung cp c hi xy dng mi quan h c nhn vi rt nhiu ngi. Bao gm cc phng chat, blog, v danh sch tho lun. 1. Cc ng dng customer-facing Cc ng dng customer-facing l nhng ni m khch hng tng tc vi mt cng ty. Cc ng dng ny bao gm: a. Trung Tm tng tc khch hng Mt trung tm tng tc khch hng (CIC) l mt t chc dch v khch hng ton din trong vic cng ty bn hng chm sc khch hng ca mnh c truyn thng qua hng lot cc knh thng tin lin lc. iu cho php khch hng tng tc v giao tip, truyn thng vi cng ty bng bt c cch no m h mun. Cung cp nhng chng trnh o to tt cho nhn vin dch v khch hng, nhng ngi m s truy cp d liu khch hng nh lch s khch hng, cc giao
N MN HC
GVHD:TRN DANH NHN
dch mua bn, cc lin lc trc nh l mt cch thc h ci thin dch v khch hng. Mt trung tm dch v khch hng a knh (multichannel CIC) lm vic nh sau: (1) Khch hng c th thc hin mt s lin lc thng qua mt hoc nhiu knh (2) H thng s thu thp thng tin v tng tc vi c s d liu v sau s xc nh mt dch v phn hi. (3) H thng s nh tuyn cho cc khch hng t phc v hoc cn ti i din cng ty. (4) Dch v s c cung cp cho khch hng (v d, vn ca khch hng c gii quyt hoc cu hi c tr li). Mt v d ca mt trung tm qun l cuc gi tt l Bell Advanced Communication (mt cng ty truyn thng) Canada. Cc ch thu bao c thu a ra yu cu v cc dch v khch hng trn web. T trang web Bell Web.From trang web chnh thc ca Bell Advanced, khch hng c th in vo mt email c h tr sn trong, ci ny s gip tm ra cc vn ca khch hng. Khi m trung tm cuc gi nhn c email ny, h c gng tr li ngay lp tc hay c gng c c gii p vin trong vng mt gi. b. i l thng minh trong dch v khch hng v cc trung tm cuc gi gim tnh trng qu ti thng tin t cc hot ng CRM, cng ty c th s dng i l thng minh. Nh th hin mt i l c gi l Web Guide c th h tr v mt tng tc cho khch hng bng cch iu hng trang Web s dng ting anh hay cc ngn ng khc ph hp vi khch hng. Mt i l gi l Mesenger s nh lng s Email n v to ra cc tr li t ng. i l The Call Center (trung tm cuc gi) s cung cp cc gii php gii quyt gia Web Guide v khch hng. Nu cn thit, The Call Center cng ngh mt giao dch vin gii quyt trc tip vi khch hng. V i l thng mi din t (The EC agent) s thi cng tt c cc cng vic lin quan n thng mi in t nh cung cp thi gian thc truy cp hay tnh trng ti khon ca khch hng. Cui cng, cc i l i
N MN HC
GVHD:TRN DANH NHN
din bn hng (Sales Rep agent) c th to ra cho ngi dng mt h s chi tit da trn thng tin thu thp c t cc i l khc. c. Th in t tr li t ng (Email tr li t ng) Mt cng c h tr dch v khch hng trc tuyn ph bin nht l th in t (Email). t tn km v nhanh chng, email ph bin thng tin v tin hnh phn hi v nhiu vn , bao gm phn hi v yu cu ca khch hng. Do d dng trong vic gi th in t dn n cng ty b ngp trn trong mt lot nhng email t khch hng cng nh t cc c quan t chc khc hay c th rc. Cng ty c th nhn n hng ngn, chc ngn hay thm ch cn hn na email mi tun thm ch mi ngy. Vic tr li tng email th rt tn km v cn nhiu thi gian trong khi khch hng li mun c cu tr li nhanh nht, thng thng l trong vng 24 gi. Mt s nh cung cp a ra h thng tr li th t ng (autoresponders). H thng ny s cung cp cu tr li t ng cho cc cu tr li thng gp, nhng cu hi quen thuc thng qua cc t kha c xc nh trc. Nhiu cng ty khng cung cp cu tr li thc t trong phn ng t ng ca h, nhng ch tha nhn cc yu cu c chp nhn. Yu cu ca khch hng c phn loi bi mt n v h tr ra quyt nh v c lu tr ring cho ti khi cc c ngi ph trch ng nhp v phn hi li. iu ny c th c thc hin trong mt trung tm cuc gi s dng cc i l thng minh. d. Lc lng bn hng t ng Ngi bn hng l lc lng chnh lin lc vi khch hng (khch hng y l c khch hng c nhn v doanh nghip). Nu lc lng bn hng c cng nhiu s h tr sn c t my tnh, th dch v m h c th cung cp cho khch hng cng tt hn (nhanh hn, chnh xc hn) ng dng lc lng bn hng t ng (SFA) s h tr vic bn cho lc lng bn hng ca cng ty, gip nhng ngi bn hng qun l vic cho hng, khch hng hin ti, nhn ra khch hng tim nng thng qua cc mt h thng bn hng xuyn sut. Mt v d v ng dng ny
N MN HC
GVHD:TRN DANH NHN
l vic s dng cc thit b khng dy cho php truyn thng nhanh trong ni b cng ty. e. Lnh vc dch v t ng Nhn vin thuc lnh vc dch v chng hn nh i din bn hng th lun phi di chuyn, h phi tng tc trc tip vi khch hng. Nhng i din thuc lnh vc dch v bao gm ngi sa cha (v d t cng ty in thoi hoc cng ty in), h phi i n tn nh tng khch hng. Khi m cc nhn vin ny c h tr bng cc thit b t ng c th lm gia tng gi tr cho khch hng. 2. Cc ng dng customer-touching Cc ng dng customer-touching c p dng vo nhng ni no m khch hng s dng cc chng trnh tng tc vi my tnh ch khng phi l tng tc vi con ngi. Di y l cc ng dng customer-touching ph bin. a. Cc trang Web c nhn Nhiu cng ty cung cp cho khch hng cc cng c to ra cc trang web c nhn ca h (v d, MyYahoo!). Cc cng ty c th cung cp thng tin cho khch hng mt cch hiu qu, chng hn nh thng tin sn phm v thng tin bo hnh khi khch hng ng nhp vo trang web c nhn ca h. Khch hng khng ch c y thng tin t trang web ca nh cung cp, m cc nh cung cp c th a thm thng tin cho khch hng. Thm vo , cc trang web c nhn c th ghi li lch s mua hng, nhng u i c bit t nh cung cp. Mt trang web c nhn in hnh bao gm ti khon ngn hng, danh mc chng khon u t, ti khon th tn dng v nhiu thng tin khc na American Airlines l mt cng ty in hnh v vic s dng cc trang web c nhn. b. Cc ng dng thng mi in t Cc ng dng thng mi in t thc hin marketing, bn hng, v nhiu chc nng dch v khc thng qua cc im lin lc trc tuyn, tiu biu nht l ng
SV:TRNH TH NH QUNH
TRANG: 62
N MN HC
GVHD:TRN DANH NHN
dng Web. Nhng ng dng ny cho khch hng i mua sm cc sn phm thng qua cc ca hng mua sm o v mua cc sn phm trong gi hng ca mnh thng qua thanh ton trc tuyn. Khch hng c th t mnh thc hin cc dch v h tr nh kim tra tnh hnh t hng, lch s t hng, tr li hng hay khch hng c th qun l thng tin c nhn.. nhng iu mang li s tin li cho khch hng, gip h tit kim chi ph, gia tng s tha mn Thng mi in t l th trng ln, cn nhiu ch trng nn thu ht rt nhiu cng ty nhy vo. Nhng cn c cc yu t khc m khin thng mi in t l mt gii php tt l - Chi ph giao dch thp hn. Nu trang web c thc hin tt, cc trang web c th lm gim ng k chi ph nh chi ph trng by, chi ph dch v khch hng - S a dng cho ngi mua sm: N cung cp cho mi ngi c hi mua sm theo nhng cch khc nhau. - Kh nng xy dng mt n t hng trong vi ngy - Kh nng xem cu hnh sn phm v xem gi thc t - Kh nng so snh gi c gia nhiu nh cung cp - Kh nng tm kim danh mc sn phm ln mt cch d dng c. Trang web h tr t phc v (hay trang web t phc v) Mi trng Web cung cp mt c hi cho khch hng t phc v bn thn. c bit n l Web t phc v, chin lc ny cung cp cc cng c cho ngi s dng thc hin cc hot ng m trc y nhng hot ng ny c thc hin bi dch v khch hng c nhn ca cng ty. Cc trang web c nhn l mt trong nhng cng c c th h tr Web t phc v. Cc ng dng t phc v c th c s dng vi khch hng, vi nhn vin, nh cung cp, v cc i tc kinh doanh khc. Mt v d ni ting l h thng t theo di ca FedEx. Trc y, nu khch hng mun bit thm thng tin v ni ca mt gi hng, h phi gi in cho i din
N MN HC
GVHD:TRN DANH NHN
pha i tc, cung cp cho cc thng tin v l hng ca h, v ch i cu tr li. Ngy nay, khch hng ch cn vo trang web fedex.com, nhp s vn n vn chuyn ca h, v xem tnh trng ca l hng bao b. Nhiu v d khc, khch hng c th kim tra thi gian ti ca mt my bay, kim tra s cn bng ca ti khon. Ban u, h thng t theo di c thc hin trong ging ni da trn h thng phn hi ca khch hng. Ngy nay, cc h thng ny c tch hp v b sung cho h thng da trn Web. Mt s ng dng t phc v ch c thc hin trc tuyn. V d nh s dng cc cu hi thng gp ti mt trang web. Nhng li ch ca Web t phc v cho khch hng l thi gian p ng nhanh chng, tr li ph hp v i khi d liu chnh xc hn, c kh nng cung cp thm chi tit, tht vng t hn v hi lng cao hn. Nhng li ch cho t chc l tit kim chi ph thp cung cp dch v, c kh nng m rng quy m dch v m khng cn thm nhn vin, tng cng quan h i tc kinh doanh, v ci thin cht lng dch v. Khng phi l d dng thc hin cc h thng t phc v quy m ln. H i hi mt s pha trn phc tp ca quy trnh cng vic v cng ngh. Ngoi ra, ch c cc th tc xc nh r rng, lp li th ph hp cho cc h thng nh vy. C rt nhiu cng c t phc v khc nhau, trong c 3 cng c c bit thng c s dng l: t theo di, cc cu hi thng gp, v t cu hnh. + T theo di. T theo di cp n h thng, ging nh Fedex, ni khch hng c th tm thy tnh trng ca mt hay nhiu dch v trong thi gian truy cp. Hu ht cc dch v chuyn pht ln cung cp cc dch v trc tip theo di tin giao hng cho khch hng ca mnh. + Cu hi thng gp FAQ. Bng cch lm mt trang hi p c sn cu tr li, khch hng c th nhanh chng v d dng tm thy cu tr li cho cu hi ca h, tit kim thi gian v cng sc cho c ch s hu trang web v khch hng.
SV:TRNH TH NH QUNH
TRANG: 64
N MN HC
GVHD:TRN DANH NHN
+ T cu hnh v tu bin. Nhiu nh cung cp xy dng theo n t hng, Dell Mattel l mt v d in hnh cho dch v t cu hnh v try bin theo khch hng ny. 3. Cc ng dng customer-centric a. Bo co v kho d liu. Bo co d liu. Bo co d liu trnh by nhng thng tin lin quan n CRM th hoc qua x l, nhng thng tin m nh qun l v nh phn tch c th xem v phn tch. Bo co cung cp mt lot cc nh dng trnh by di dng bng v ha. Cc nh phn tch c th tng tc vi bo co trnh by, thay i nh dng hnh nh ca n, lt qua cc thng tin tm tt hoc i su vo chi tit b sung. Kho d liu. Cc cng ty va v ln t chc v lu tr d liu trong mt kho lu tr trung tm c gi l mt kho d liu d dng phc v cho vic phn tch sau ny khi cn thit. Kho d liu cha c d liu lin quan n CRM v d liu khng lin quan n CRM. Theo cc Patricia Seybold Group, kho d liu c th l cc cng c CRM c hiu qu nu chng c cha cc thng tin sau y: thng tin khch hng - c s dng cho tt c cc ng dng CRM, v cc ng dng phn tch nu thch hp (nh im s gi tr khch hng); thng tin v sn phm, dch v v cc knh ca cng ty, m qua cung cp thng tin v marketing, bn hng v cc sng kin dch v ca cng ty v thng tin v cc giao dch ca khch hng. b. Phn tch v khai thc d liu Cc ng dng phn tch s t ng ha x l v phn tch cc d liu CRM. Nhiu nghin cu thng k, khoa hc qun l v cc cng c h tr ra quyt nh c th c s dng cho mc ch ny. Cc ng dng phn tch x l d liu ti kho d liu, trong khi bo co ch n thun l trnh by thng tin . Cc ng dng phn tch l nhng cng c phn tch hiu sut, hiu qu v hiu qu hot ng ca cc ng dng CRM. Kt qu u ra cho php mt cng ty ci thin cc ng dng hot
N MN HC
GVHD:TRN DANH NHN
ng, cung cp tri nghim khch hng t c cc mc tiu CRM cho cc khch hng mua lp li hay duy tr khch hng. Cc ng dng phn tch c th c thit k cung cp ci nhn su sc v hnh vi khch hng, cc yu cu, cc giao dch khch hng cng nh vo phn ng ca khch hng i vi cc chng trnh tip th, bn hng ca cng ty, v cc sng kin dch v. Cc ng dng phn tch cng to ra cc m hnh thng k v hnh vi khch hng, gi tr ca cc mi quan h khch hng theo thi gian, v d bo ca vic mua li khch hng, vic duy tr, v ri b doanh nghip ca khch hng. Khai thc d liu l mt hot ng phn tch c lin quan n chn lc thng qua mt lng ln d liu khm ph, tm ra nhng n s ca nhng m hnh trc cha bit. Trong mt s trng hp, d liu c hp nht trong mt kho d liu v siu th d liu, mt khc, chng c lu gi trn Internet v trong cc my ch mng ni b. 4. Mng trc tuyn v cc ng dng khc Mng trc tuyn v cc ng dng khc h tr truyn thng, lin lc v hp tc gia cc khch hng, i tc kinh doanh, v cc nhn vin cng ty. Cc cng ngh i din, tiu biu s c tho lun di y. a. Mng trc tuyn Cc cng c v phng php tiu biu, i din ca mng trc tuyn bao gm: - Cc din n. C sn t cc cng thng tin Internet, chng hn nh Yahoo! v AOL, cc hnh thc cung cp cho ngi dng c hi tham gia cc cuc tho lun cng nh lnh o din n v mt ch "thch hp". - Cc phng chat. c tm thy trn mt lot cc trang web, h cung cp mtmt (cuc tr chuyn gia hai bn) hoc nhiu-nhiu (cuc chuyn tr gia nhiu bn) cuc tr chuyn din ra trong thi gian thc. - Blog v wiki ang tr thnh cng c kt ni mng trc tuyn ln. Blog cho php cc cng ty tip cn cc phn on tp trung ca khch hng. Ngoi ra Stonyfield
SV:TRNH TH NH QUNH
TRANG: 66
N MN HC
GVHD:TRN DANH NHN
Farm cc hng hng khng, cc cng ty du lch, ngn hng, v cc doanh nghip ti tr cc trang blog cho khch hng ca h. Cng ty c th hc hi t cc blog v c gng ci thin hot ng ca h lm cho khch hng hi lng nhiu hn. V d, nh theo di blog ca khch hng, USCellular bit rng nhiu thanh thiu nin khng hi lng do thi gian gii hn trn in thoi di ng ca h. Cc cng ty bt u cung cp khng gii hn pht gi "hy gi cho ti" thu ht cc thanh thiu nin. - Bn tin trn email (bn tin in t) Nhng bn tin ny thng cung cp cho ngi c c hi c vit ln nhng g mnh suy ngh, nhng g thuc v yu t cc nhn c bit l trong phn "Hy chng ti nghe t bn" . Ngi s dng c th tm thy cc bn tin rt th v bng cch truy cp mt ch trong mt cng c tm kim. Nhiu bn tin dch v (v d, emarketer.com) mi bn tham gia. Nhng cng c nhiu bn tin khc ch cho php truy cp vo bi vit khi bn l thnh vin, ngi s dng phi ng k tham gia. Thng thng vic ng k l mt la chn ty chn. Mc tiu ca mt bn tin trn e-mail l nhm xy dng mi quan h vi cc thu bao. S khi u tt nht l tp trung vo dch v bng cch cung cp thng tin gi tr v mt ngnh cng nghip, mt bn tin ton din bao gm phn vn bn v phn ha m rng. Hin nay bi v mt s lng ln cc e-mail qung co v tip th lm cho khch hng ban u c th khng tin tng vo cc e-mail tip th. Do , cc bi vit trong bn tin, bi bnh lun, phn cung cp c bit, th thut, bo gi v phn khc ca thng tin c gi ti mi ngi qua th in t phi c trnh by mt cch chuyn nghip v hp dn. Ch khi khch hng nhn thy rng h c th tin tng vo thng tin c cung cp th h mi cung cp cho cng ty nhiu thng tin nhn khu hc, thng tin c nhn cc cng ty c th thm vo c s d liu khch hng ca mnh.
SV:TRNH TH NH QUNH
TRANG: 67
N MN HC
GVHD:TRN DANH NHN
- Danh sch tho lun. Mt danh sch tho lun l cc cng c ti phn phi thng qua mt e-mail c gi n mt a ch v sau c t ng chuyn tip n tt c nhng ngi ng k vo danh sch. Danh sch tho lun t ng chuyn tip trn e-mail cho tt c nhng ngi ng k vo danh sch h c th phn hi. Danh sch tho lun c phn phi bng cch post-by-post (mi ngi nhn c mt e-mail t cc thnh vin c nhn khc) hoc digests (tt c cc e-mail c son tho v gi i theo mt lch trnh nht nh v d mt ngy mt ln). Cc ba l do chnh mt cng ty c th s dng danh sch l: (1) tm hiu nhiu hn v khch hng trong mt ngnh cng nghip c th (gi s khch hng s phn ng vi nhng e-mail nh th no) (2) gii thiu ra th trng sn phm v dch v ca cng ty (3) thu thp v chia s thng tin vi mt cng ng, cc c nhn. Nu mt cng ty xc nh c mt danh sch tho lun, n c th xc nh cc vn s c tho lun, xc nh tn s xut bn, v thm ch n cn l mt cng c to ra doanh thu. b. CRM di ng CRM di ng cp n vic cung cp cc ng dng CRM cho bt k ngi dng no, bt c khi no v bt c ni no khi cn thit bng cch s dng c s h tng khng dy v cc thit b di ng. Nhiu cng c khng dy v cc phng thc thng mi c tin hnh thng qua cc thit b di ng (cc phng thc ny u c c tnh chung l khng cn dy dn (v tuyn), kch thc nh gn v lun i cng vi mt c nhn no c th cung cp dch v khch hng. Nh bn bit, cc dch v chng hn nh vic tm kim s d ti khon ngn hng ca bn, c phn kinh doanh chng khon, v kim tra thi gian biu ca cc hng hng khng.. th lun d dng c tm thy bi cc thit b khng dy. Mc tiu chnh ca CRM di ng l cung cp dch
N MN HC
GVHD:TRN DANH NHN
v khch hng nhanh hn v thun tin hn. Hn na, cc cng ty c th s dng chin lc "y" ch khng phi phng php tip cn "ko" trong vic cung cp cho khch hng thng tin cn thit (v d, bng cch gi tin nhn SMS). in thoi di ng video, m tr thnh mt hin tng thng mi trong nm 2007, v tr thnh nn tng cho vic y mnh thng tin lin lc vi khch hng c. Thng tin thoi v cch hiu thng tin thoi qua my. Cch thc giao tip t nhin nht l bng ging ni. Nu c c hi lm nh vy, nhiu khch hng thch kt ni vi Internet thng qua ging ni. Trong nhng nm 1990, h thng VAR tr nn ph bin. Ngy nay, c s ca h thng web thoi u da trn nn tng . Cc cng ty nh bevocal.com v Tellme (tellme.com) cung cp cc gii php cho truy cp Internet bng ging ni. N lin quan n vic chuyn i ging ni vn bn, x l v truyn ti cc tin nhn vn bn v sau chuyn i vn bn c tm thy trn cc trang web thoi. Thm ch s c nhiu h thng tin tin hn xut hin trong tng lai. Hy tng tng nhng tnh hung sau y: Mt du khch b mc kt trong khu vc b c tc giao thng trn ng vo sn bay, C gi ti sn bay bng in thoi ca c v nghe. "Tt c cc nhn vin u ang bn. Bn c vic quan trng cn chng ti, xin vui lng gi my". Nhng vi cng ngh Visual Text To Speech t cng ty AT & T, c c th click vo" ni chuyn vi nhn vin "trn Internet trn in thoi thng minh ca mnh. Khun mt ti ci ca mt nhn vin o xut hin trn mn hnh in thoi. Du khch ni vi cc nhn vin vn ca mnh v yu cu sp xp li chuyn bay ca mnh. Mt xc nhn ging ni c cung cp trong vi giy, v tt c cc hnh ng xy ra trong mt thi gian ngn. Hu ht mi ngi u cm thy thoi mi hn khi ni chuyn vi mt ngi, thm ch l mt o, hn l tng tc vi my. N ci v ting ni r rng ca nhn vin hng khng lm tng s tin tng, tin cy t ngi du khch .
SV:TRNH TH NH QUNH
TRANG: 69
N MN HC
GVHD:TRN DANH NHN
Phn tch ngn ng thoi, mt thit b c mn hnh s dng s dng ngn ng vn bn s phn tch ting ni ca ngi gi n cc trung tm v nhn ra cc t quen thuc nh l cn gp in thoi vin, gp vn Mt thit b khc l my d cm xc, m c th theo di s lng li thoi v a ra mt cnh bo ti cc nh qun l v s gin d ca cc khch hng. Cc hi thoi c nhn ra bi cc my tnh l rt quan trng n hiu qu hot ng ca trung tm cuc gi bi v n gip ct gim ng k chi ph v cho php cc phn hi vo thi gian sm nht c th. Vic s dng cng thng tin bng ging ni nh tellme.com ang gia tng nhanh chng. Mc d khng hon ho,nhng vic nhn d liu dng ting ni l rt quan trng i vi dch v t phc v. d. Ngn ng dch Mt s ngi thch dch v khch hng c th hin bng ngn ng bn a hoc l theo s la chn ca h. Mt trang web dch thut l v cng hu ch trong vic phc v khch du lch. Mt thit b c gi l InfoScope (t IBM) c th c cc du hiu, thc n nh hng, v vn bn khc c vit bng mt ngn ng v dch chng thnh nhiu ngn ng khc. e. Vai tr ca qun l tri thc v cc i l thng minh trong CRM Vic nh tuyn t ng ho yu cu v tr li cc truy vn i hi kin thc, iu ny c th c to ra t d liu lch s v t kin thc chuyn mn ca con ngi v c lu tr trong c s d liu kin thc s dng bt c khi no cn thit nh khi tr li cc cu tr li cu hi thng gp FAQs hoc cc thng tin chi tit v sn phm theo yu cu ca khch hng. Cc cng ty cn phi t ng ho vic cung cp cc kin thc nh vy gim cc chi ph. Cc i l thng minh s h tr cc c ch nh tuyn yu cu, tr li t ng. Mt s trm tr li t ng s dng cc i l nh l cc trm trung gian nhn ra cc t kha on c truy vn nh cu tr li c th ng ti 80% trng hp.
SV:TRNH TH NH QUNH
TRANG: 70
N MN HC Ngun thng tin. 1. Lun vn tt nghip
GVHD:TRN DANH NHN
2. Sch Strategic_Retail_Management_Text_and_international_cases_-_2007
3. Sch kienthuctmdt-1213841611806892-9
4. Sch An_Executive_s_Guide_To_CRM 5. Sch Thuongmaidientu tranvanhoe 6. Sch casestudysieuthi-090720211349-phpapp02 7. Sch CRM-Concepts and Tools-Francis Buttle 8. Trang web http://www.diendantmdt.com/forum/forums/77-Hau-can-Thuong-mai-dien-tue-Logistics http://www.diendantmdt.com/forum/forums/72-Giao-dich-Thuong-mai-dientu-e-Transaction http://tailieu.vn/tag/tai-lieu/l%E1%BB%B1c%20l%C6%B0%E1%BB%A3ng %20b%C3%A1n%20h%C3%A0ng.html http://en.wikipedia.org/wiki/Sales_force_management_system http://go3.trekaklik.com/baseredirect.php?url=%3A%2F%2Fclk.secureintl.com %2F%3Fdom%3DVN%26noaudio%3D1%26nopop%3D1%26noalert %3D1%26 9. Ngoi ra bi lm cn c s h tr t GV: Trn Danh Nhn
SV:TRNH TH NH QUNH
TRANG: 71

ĐỀ ÁN MÔN HỌC - TRỊNH THỊ NHƯ QUỲNH

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

ĐỀ ÁN MÔN HỌC - TRỊNH THỊ NHƯ QUỲNH

Uploaded by

Copyright:

Available Formats

N MN HC

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

I. Vi nt v thng mi in t v mt vi thut ng chuyn ngnh

GVHD:TRN DANH NHN

N MN HC 3. Cc loi hnh ng dng TMT

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

Cc mu biu in t, Th v cc mu biu in email, trn giy in thoi, th, fax..

n hng trn giy in sn Th, fax

Cc mu biu in t, Cc biu mu in sn, fax EDI, e.mail..

Chuyn hng trc tuyn, Phng tin vn ti phng tin vn ti

N MN HC 8. thng bo 9. chng t 10. thanh ton Email, EDI Chng t in t

GVHD:TRN DANH NHN Th, fax, in thoi Chng t in trn giy

GVHD:TRN DANH NHN

N MN HC a. Tng quan v thc hin n hng

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

N MN HC Quy trnh t hng c th m t nh sau:

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

Bc 3: Khch hng phi ng nhp (hoc ng k thnh vin).

GVHD:TRN DANH NHN

Bc 4: Khch hng cung cp cc thng tin v a ch nhn hng

Bc 5: Khch hng chn phng thc vn chuyn

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

N MN HC 1. Ci tin quy trnh t hng.

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

GVHD:TRN DANH NHN

N MN HC 2. eCRM (qun tr quan h khch hng in t)