TRNG I HC NGN HNG TP.

HCM KHOA QUN TR KINH DOANH

MN HC :

QUN TR GI

TI :CHIN LC CNH TRANH GIA HAI NH MNG VIN THNG VIETTEL V MOBIFONE

GVHD

: Th.S NG TH XUN BNH

NHM 6 : TRN CNG NGH U NGC THCH PHM NG HONG MINH PHM L TRUNG NGUYN NH HUY LU KIU YN NGA HUNH TRNG TN BI C T

Li m u
Hin nay th trng mng vin thng Vit Nam ang rt si ng vi s gp mt ca nhiu nh mng vi mc cnh tranh ngy mt gay gt, bi vy vic a ra chin lc gi cho cc nh mng l mt vn ht sc quan trng.Vic a ra chin lc v gi ph hp l mt yu t quan trng quyt nh s thnh cng hay tht bi ca cc doanh nghip. hiu r hn v chin lc gi sau qu trnh tm hiu thu thp ti liu nhm chng ti nghin cu v chin lc cnh tranh gi gia hai nh mng vin thng ln l VIETTEL v MOBIFONE

Ni Dung Bi Tiu Lun Gm 3 Phn:

Phn 1:Tng Quan V Hai Nh Mng VIETTEL V MOBIFONE

Phn 2:Phn Tch Cc Yu T Cnh Tranh

Phn 3:Kt Lun

Nhm hiu r hn v chin lc cnh tranh gi gia hai nh mng vin thng VIETTEL v MOBIFONE chng ta s i vo phn tch ni dung tng phn

PHN 1:TNG QUAN V HAI NH MNG

Cng ty thng tin di ng (VMS) l Doanh nghip Nh nc trc thuc Tp on Bu chnh Vin thng Vit nam (VNPT). c thnh lp vo ngy 16 thng 04 nm 1993, VMS tr thnh doanh nghip u tin khai thc dch v thng tin di ng GMS 900/1800 vi thng hiu MobiFone, nh du cho s khi u ca ngnh thng tin di ng Vit Nam. Lnh vc hot ng ca MobiFone l t chc thit k xy dng, pht trin mng li v trin khai cung cp dch v mi v thng tin di ng. 1993: Thnh lp Cng ty Thng tin di ng. Gim c cng ty ng inh Vn Phc 1994: Thnh lp Trung tm Thng tin di ng Khu vc I & II 1995: Cng ty Thng tin di ng k Hp ng hp tc kinh doanh (BCC) vi Tp on Kinnevik/Comvik (Thy in) Thnh lp Trung tm Thng tin di ng Khu vc III 2005: Cng ty Thng tin di ng k thanh l Hp ng hp tc kinh doanh (BCC) vi Tp on Kinnevik/Comvik. Nh nc v B Bu chnh Vin thng (nay l B Thng tin v Truyn thng) c quyt nh chnh thc v vic c phn ho Cng ty Thng tin di ng. ng L Ngc Minh ln lm Gim c Cng ty Thng tin di ng thay ng inh Vn Phc (v ngh hu) 2006: Thnh lp Trung tm thng tin di ng Khu vc IV 2008: Thnh lp Trung tm thng tin di ng Khu vc V. K nim 15 nm thnh lp Cng ty thng tin di ng. Thnh lp Trung tm Dch v Gi tr Gia tng.

Tnh n thng 04/2008, MobiFone ang chim lnh v tr s 1 v th phn thu bao di ng ti Vit Nam. 2009: Nhn gii Mng di ng xut sc nht nm 2008 do B Thng tin v Truyn thng trao tng; VMS - MobiFone chnh thc cung cp dch v 3G; Thnh lp Trung tm Tnh cc v Thanh khon. 7/2010: Chuyn i thnh Cng ty TNHH 1 thnh vin do Nh nc lm ch s hu.

Tr s giao dch: S 1, Giang Vn Minh, Kim M, Ba nh, H Ni.

in thoi: 04. 62556789 Fax: 04. 62996789 Email: gopy@viettel.com.vn Website: www.viettel.com.vn Tn c quan sng lp: B Quc phng

Quyt nh s 43/2005/Q-TTg ngy 02/03/2005 ca Th tng Chnh Ph ph duyt n thnh lp Tng cng ty Vin thng Qun i v Quyt nh s 45/2005/QBQP ngy 06/04/2005 ca B Quc Phng v vic thnh lp Tng cng ty Vin thng Qun i. * Hot ng kinh doanh:

- Cung cp dch v Vin thng; - Truyn dn; - Bu chnh; - Phn phi thit b u cui; - u t ti chnh; - Truyn thng; - u t Bt ng sn; - u t nc ngoi. Mi khch hng l mt con ngi mt c th ring bit, cn c tn trng, quan tm v lng nghe, thu hiu v phc v mt cch ring bit. Lin tc i mi, cng vi khch hng sng to ra cc sn phm, dch v ngy cng hon ho. Nn tng cho mt doanh nghip pht trin l x hi. VIETTEL cam kt ti u t li cho x hi thng qua vic gn kt cc hot ng sn xut kinh doanh vi cc hot ng x hi, hot ng nhn o. * Chng ng pht trin ca cng ty Nm 1989 Nm 1995 Nm 2000 Nm 2003 Nm 2004 Nm 2005 Nm 2008 Cng ty in t thit b thng tin, tin thn ca Tng Cng ty Vin thng Qun i (Viettel) c thnh lp. i tn thnh Cng ty in t Vin thng Qun i (tn giao dch l Viettel), Viettel c giy php cung cp th nghim dch v in thoi ng di 178 Viettel t chc lp t tng i a dch v in thoi c nh vo hot ng kinh doanh trn th trng Khai trng dch v in thoi di ng vo ngy 15/10/2004 vi thng hiu 098. Th tng Phan Vn Khi k quyt nh thnh lp Tng Cng ty Vin thng qun i ngy 02/3/2005 Doanh thu 2 t - Nm trong 100 thng hiu vin thng ln nht th gii USD.

PHN 2: PHN TCH CC YU T CNH TRANH

Bao gm 5 chnh:
Yu t cnh tranh v gi cc Yu t cnh tranh v cht lng dch vu Yu t cnh tranh v sn phm by bn Yu t cnh tranh v knh phn phi Yu t cnh tranh v chm sc khch hang

1. Cnh tranh v gi cc.

Viettel xc nh vic nh gi cc l rt kh khn v phi cn c vo ba yu t l chi ph dch v cho ngi cung cp, tnh trng cnh tranh trn th trng, gi tr dch v m ngi tiu dng nhn c. V vy cng ty Viettel quyt nh chia thnh 13 loi hnh dch v chnh l dch v tr sau FAMILY, BASIC +, CORPORATE, VIP; dch v tr trc ECONOMY, DAILY, CHA V CON, CIAO, TOMATO, HAPPY ZONE, TI L SINH VIN. Viettel vi slogan : Hy ni theo cch ca bn.

Vi u th l mng di ng i u trong ngnh di ng Vit Nam, MobiFone khng my kh khn khi nh gi trong thi gian u mi gia nhp th trng, nhng k t sau khi xut hin thm nhiu i th cnh tranh khc nh Viettel, VinaPhone, SFone th vic nh gi gp rt nhiu tr ngi. V cc ph cc gi cc ca MobiFone gim dn trong cuc chin gi c. Chng hn nh: i vi dch v MobiGold; cc ha mng 99000 ng/ thu bao, c thu 1 ln; bao gm c Simcard 64; cc thu bao thng 49000 ng/thng, cc thng tin gi lin mng Block 06 giy u l 108 ng/1 giy; Block 01 giy tip theo l 18 ng/1 giy Cn cc dch v ngy

Mobi4U : cc thu bao l 1480 ng/ ngy; cc thng tin di ng gi ni mng 6 giy u l 128 ng/6 giy, block 1 giy tip theo l 21,33 ng/1 giy.. Mobifone gn lin vi sologan Mi lc, mi ni i vi dch v tr sau: MobiFone c cc gi dch v sau: MobiGold: T do kt ni, ti u ha hiu qu. Ngoi ra cn c cc gi cc nh Mbusiness (dnh cho doanh nghip), Mfriend (dnh cho bn b), Mhome (dnh cho gia nh) i vi dch v tr trc : Dch v tr trc c cc gi cc nh Mobicard ( l dch v in thoi di ng mi cho php khch hng ha mng MobiFone- mng thng tin di ng cht lng cao- mt cch d dng v nhanh chng, MobiQ ( cho nhng nim vui lun c chia s ), Mobi4U ( cuc sng nng ng lun xa), Mobi365 ( cho cuc sng thm tm cao mi ) , MobiZoneThm na, MobiFone cn a ra gi cc Q- Student, gi cc dnh ring cho sinh vin, v gi cc Q- Teen, dnh ring cho la tui teen

Gi cc c trng cho Viettel v Mobifone l : Sinh Vin( Viettel) v Qstudent ca Mobifone.

i vi gi cc Sinh vin ca Viettel:

 Mc cc thoi v nhn tin r nht trong s cc gi cc tr trc: 1390/pht

khi gi ni mng, 1590/pht khi gi ngoi mng. Khng gii hn thi gian s dng. Cc ph tin nhn SMS 100/tin ni mng, 250/tin ngoi mng, cc tin nhn MMS l 500/ cho mt bn tin. c cng 25.000 ng vo ti khon s dng mi thng, s dng tnh nng gi nhm tit kim 50% chi ph. c ng k t ng v min ph cc thu bao gi data tc cao vi 30MB lu lng s dng min ph hng thng. y l mn qu rt u i dnh cho i tng l sinh vin c thu nhp khng cao

i vi gi cc Q-student ca Mobifone:
Gi cc Q-Student c thit k dnh ring cho khch hng l sinh vin cc

trng trung cp, cao ng v i hc. S dng gi cc ny, ngi dng c tng 25.000 ng/thng, tng cc GPRS 25.000 ng/thng/thu bao, tng 25 tin nhn MMS/thng; nhn tin ni mng 99 ng/SMS (mc thp nht trn th trng hin nay), nhn tin lin mng 250 ng/SMS; gi ni mng 1.380 ng/pht, gi ngoi mng 1.580 ng/pht. c bit, khch hng dng gi QStudent c th ng k nhm 5 thu bao MobiFone khc v c gim 40% khi gi ti cc thu bao ny. Mobifone theo chn ngay sau cc chin lc gi ca Viettel, v c 1 th phn ng k trn th trng 2. Cnh tranh v cht lng dch v Ngi dng di ng chn Viettel nhiu nht khi ng k thm thu bao, nhng li nh gi cht lng dch v v cht lng sng ca MobiFone cao nht - theo kho st va cng b ca Bo Bu in Vit Nam.

Bo Bu in Vit Nam mi y trin khai mt cuc kho st ngi dng dch v thng tin di ng ti Vit Nam v cht lng dch v. Cuc kho st din ra trong thng 11 v 12/2010 vi 3.200 khch hng ti H Ni v TP.HCM. Kt qu cuc kho st ny va c cng b hm 19/1/2011Theo kt qu ca cuc kho st, i vi cu hi Nu cn s dng thm mt thu bao di ng na, anh/ch chn mng no"? C n 26,7% ngi dng tr li chn Viettel. Mt t l xp x (26,8%) tr li rng h cn ang phn vn. Cn li, t l ngi dng chn Mobifone v Vinaphone tng ng l 24,1% v 14,6%. i vi cu hi Nu gi nguyn s ang dng v i mng, anh/ch s la chn mng di ng no?", t l cao nht cng thuc v Viettel vi 26,7%, tip n l Mobifone 24,1% v Vinaphone 14,6%. C l, quyt nh la chn mng di ng ca ngi dng ph thuc nhiu vo chi ph v an ton, khi m c hai hng mc ny Viettel u dn u. ni dung m bo an ton thng tin v bo mt cao i vi cc dch v 3G, Viettel t 3,54 (im ti a l 5), bng vi Mobifone; v chi ph hp l, Viettel t 3,36 trong khi Vinaphone l 3,32, Mobifone l 3,22. Tuy nhin, ngi dng dch v di ng c hnh thc thu bao tr trc v tr sau u nh gi cht lng dch v ca mng di ng MobiFone cao nht vi im s tng ng ca thu bao tr trc l 3,92/5 im v thu bao tr sau l 3,95/5 im. Tip n l cc mng di ng Viettel (im tng ng l 3,85 v 3,88 im), VinaPhone (im tng ng l 3,83 v 3,72 im)

V cht lng sng, tc ng truyn, Mobifone u dn trc, im tng ng 3,37 v 3,36 (trong khi Viettel t 3,29 v 3,25). ni dung v tnh cc chnh xc, Vinaphone dn u, t 3,39 im; Viettel 3,27; Mobifone 3,22. Theo n v t chc kho st, vic la chn a im kho st l H Ni v TP.HCM bi ni y tp trung mt thu bao cao, mt bng trnh dn tr cao, c thu nhp tt v do h thng t yu cu cao v cht lng dch v. Cc ni dung kho st ngi dng nh gi cht lng ca mt mng di ng bao gm nh gi v dch v gi tr gia tng, cc ph v thu cc, tng i, x l khiu ni, h thng im giao dch/i l sim th, h tr bn hng, xy dng hnh v cc hot ng chm sc khch hng khc. Cc iu tra vin tip cn ngi dng cui (loi tr i tng trc tip lm vic cho cc mng di ng trn) v phng vn theo bng cu hi mu. Sau , cc kim sot vin cng gi in trc tip n cc s thu bao tham gia kho st xc nhn thng tin m h cung cp. im th v ca cuc kho st l t cc ni dung nh gi v cht lng, n v t chc kho st c gng ch ra c hnh vi tng lai ca ngi dng (gii thiu cho ngi khc, s dng thm thu bao, gi s i mng). Viettel dn u v t l ngi dng s la chn khi s dng thm s hay i mng. Mobifone dn u v t l ngi dng s gii thiu cho ngi khc s dng, chim 28,3%, trong khi Viettel l 25,6%, Vinaphone 15,6%.

3. Cnh tranh v sn phm by bn - Viettel hin ti khng ch l nh cung cp dch v mng vin thng Vit Nam na , m hin ti ang cn l 1 nh phn phi ln in thoi v laptop.

- Sau 3 nm phn phi v bn l cc dng in thoi cao cp th hin ti viettel va lin kt vi Dell v Intel lm nh phn phi laptop vitnam . Viettel trin khai bn hng ti

19 siu th v d kin s m rng ra 110 siu th cng nh hn 600 ca hng trn ton quc trong thi gian ti - Vic tung sn phm ra trc cc nh mng cn li th hin Viettel mun i u trong lnh vc bn sn phm cao cp chnh hng ny trong th trng Vit Nam , xut hin trc cc nh mng cn li nhng vi mc gi cnh tranh v cc gi cc ph hp nn vic bn IP ca viettel gp nhiu thun li .Vic i trc khng ch mng li th ca ngi dn u cn khin cho Viettel rt c li cho vic cung cp cc sn phm cao cp sau ny v th trng Vit Nam lc ny ang rt c rt t cc sn phm cao cp ny , ti thi im Ip ca Viettel nh gii cn kht in thoi cao cp chnh hng ca th trng Vit Nam . - Cc dch hu mi ca Viettel cng c kh nhiu ngi hng ng , khi mua Ip s c tng cc sim s ( ty chn 4 s cui ) . - Vic tung sn phm ra trc cc nh mng cn li th hin Viettel mun i u trong lnh vc bn sn phm cao cp chnh hng ny trong th trng Vit Nam. - S tin tm ng trc khi mua my ca Viettel cng thp hn so vi cc hng khc y l 1 li th r rt so vi nhng nh mng khc , v y l dng sn phm c gi rt cao vic ny s gip cho ngi tiu dng v ch trng ti Viettel . - Gi bn ngay Ip lc ny ca Viettel cng rt ph hp khng chnh lch nhiu qu so vi th trng ngoi . Vic ny to dng c lng tin vi khch hng khi mua sn phm chnh hng vi gi c ph hp . - Cc gi cc mng tr sau ca Viettel cng c a phn khch hng la chn v n ph hp vi nhau cu s dng in thoi thng minh ca h vic ny cng l mt im mnh na ca Viettel. - Khch hng c th mua hng online ti www.vio.com.vn (y l ch website bn hng online ca Viettel) 4. Cnh tranh v knh phn phi

Knh phn phi l mt chui cc trung gian m sn phm s chuyn qua trc khi ti tay ngi tiu dng cui cng. Vai tr :

Knh phn phi l mt thnh phn khng th thiu c trong khi thc ca marketing. i vi nh sn xut : Knh phn phi gip tiu th sn phm rng khp v hiu qu Lu gi v vn chuyn hng ha Qun b hnh nh Nm thng tin th trng chnh xc Truyn thng thng tin chnh xc Thu thp khiu ni , kin khch hng - Truyn thng tin chnh xc, kp thi t nh sn xut ti ngi tiu dng cui cng i vi ngi tiu dng: m bo hng ha ng thi im, ng s lng, ng cht lng. - T vn h tr thng tin, k thut, tn dng. Do : Knh phn phi ng vai tr trng yu trong sn xut kinh doanh ca doanh nghip.Mt doanh nghip c h thng phn phi hp l s lm cho qu trnh kinh doanh tr nn an ton. Tng cng sc mnh cnh tranh ca doanh nghip, lm cho qu trnh lu thng din ra nhanh chng v m rng th trng ca doanh nghip. -

*Knh phn phi ca Viettel v Mobifone

- Mc tiu chung v xy dng h thng knh phn phi + Xy dng knh phn phi rng khp, m bo ph kn th trng, tip cn c ngi tiu dung trong phm vi gn nht + Xy dng h thng knh phn phi linh hot, hot ng hiu qu vi chi ph thp. + Nng cao hnh nh,thng hiu Viettel qua h thng knh phn phi. H thng knh phn phi v phng thc phn phi: M hnh cung cp sn phm dch v qua knh phn phi ca Viettel hin nay

Viettel

CH/ST

CTV

BHTT

WEB

Hotline

Ngi tiu dng

M hnh knh phn phi ca Mobifone

Mobifone

CHTT

BHTT

i l phn phi

im bn

Ngi tiu dng

V phng thc phn phi:

Viettel s dng c cch thc phn phi rng ri v phn phi c quyn: Phn phi rng ri: Viettel t chc mng li cc i l sim tt c cc a phng trong c nc. Phn phi c quyn: ti cc qun, huyn tu vo mc tp trung dn c cng ty m 1 hoc hn 1 chi nhnh c quyn Viettel v h ch kinh doanh dch v ca Viettel m khng kinh doanh dch v ca bt c i th no. C th v chnh sch phn phi m Viettel thc hin: L ngi n sau, Viettel t c rt cho mnh bi hc: lm gii hn ngi khc thnh cng th t c hi nhng nu lm khc ngi khc th c hi thnh cng s nhiu hn.

2005, 2006 Viettel tm c mt cu Nng thn bao vy thnh th t sch ca Mao Trch ng v quyt nh p dng chin lc Nng thn bao vy thnh th Vi chin lc phn phi m Viettel s dng th c th thy h tn cng cc i th bng chin lc Tn cng sn. Cng tc qun l knh phn phi: Gn y trn th trng thu bao tr trc ca Viettel xy ra tnh trng cc ch i l qua mt Viettel bng cch dng sim a nng ng k v kch hot hng lot sim nhm n trnh vic ng k thng tin thu bao tr trc. V x l tnh trng , Viettel a ra hp ng cam kt nu i l no vi phm s b x pht 10.000 ng/sim V Mobifone
Trong giai on trc nm 2008 Mobifone Vn c coi l mng di ng ca nhng khch

hng c thu nhp cao nn cc knh phn phi ch yu tp trung cc tnh thnh ph, nng thn chim t l rt t. Nhng k t nm 2008 vi s kin ra mt gi cc siu r Mobi365 dnh cho phn khc khch hng bnh dn, c bit l ngi dn nng thn cho thy mt chin lc mi ca MobiFone. Mobifone bt u ch trng pht trin cc sn phm, dch v v xy dng cc knh phn phi phc v nhng ngi c thu nhp thp nng thn.

Mobifone ch pht trin th bao tr sau qua knh ca hng trc tuyn v bn hnh trc tuyn .Vi h thng i l ch tp trung pht trin qua s t Tng i l s kt v thet co.i ng bn hng trc tuyn ca Mobifone hot ng kh chuyn nghip v hiu qu.i vi im bn th bn th co in t qua mobile easy v thu cng ty chm sc chuyn nghip. u im ca knh phn phi Viettel Telecom: +H thng knh rng khp gip qung b v nng cao hnh nh v thng hiu Viettel +H thng ca hng trc tip v i l ln ,tri rng trn ton quc gip bm st th trng ,bn hng v chm sc khch hng tt hn. -

+ H thng i l nhiu ,a dng gip gim bt s ph thuc vo mt vi i l ln ,trnh tnh trng nhng nhiu th trng. + Pht trin h thng CTV gip Viettel tip cn c n hu ht cc tng lp khch hng khc nhau,k c nhng khch hng vng su,vng xa. + Pht trin h thng im bn gip vic tip cn khch hng tt hn. Nhc im ca knh phn phi Viettel Telecom + Chi ph cho h thng knh phn phi cao,bao gm chi ph h tr ,chi ph hnh nh ,chi ph qun l + H thng knh pht trin nhanh nn cc yu t v qun l con ngi cha theo kp dn n hiu qu hot ng cha cao. + Pht sinh nhiu vn khiu ni,khch hnh ma -

5. Cnh tranh v chm sc khch hng

5.1 VIETEL: Thc trng v cht lng hot ng chm sc khch hang

Ra i 15/10/2004 vi thng hiu 098, l mng di ng mi xut hin trn th trng Vit Nam, tuy nhin ra i sau l mt u th ca Viettel trong vic tip nhn v s dng cng ngh, t nhng bi hc ca nhng nh mng i trc t Viettel c c nhng bc i ng sau ny. L mt doanh nghip qun i Trc thuc B quc phng, vi phm cht ca ngi lnh: sng to, chp nhn th thch, bit vt qua kh khn, cng vo l tnh k lut ca qun i l mt iu kin ht sc thun li Viettel Telecome pht trin vng mnh nh hm nay. C s h tng v mng pht trin tt, vi hn 15.000 trm BTS ln nht tri khp c nc, sng ca Viettel ph gn nh ton b cc x trong c nc, t vng ni

cao n hi o trong khi cc mng di ng khc cha lm c, l im mnh gip cho cng ty tng trng v s lng thu bao s dng ng thi p ng c yu cu bo m an ninh quc phng v c bit l to c thun li cho ngi s dng mng Viettel c th kt ni cuc gi c tt c mi ni trn lnh th. H thng i l pht trin nhanh v mnh, tri khp cc qun huyn l yu t thun li cng ty m rng th trng, p ng c yu cu v c th chm sc khch hng mt cch nhanh nht v tt nht. Thi gian qua, cng ty Viettel Telecom thc hin nhiu chng trnh khuyn mi v chm sc khch hng hp dn, mang li nhiu quyn li hu ch, di lu cho khch hng nh: Chng trnh chm sc khch hng c bit dnh cho thu bao di ng tr trc v tr sau bng t khuyn mi np th v quay s trng thng. Theo , trong khong thi gian u nm 2011, ton b thu bao di ng tr trc (khng phn bit thi gian kch hot ca thu bao), khi np th c tng ngay 100% gi tr cc th np. Gi tr khuyn mi c cng vo ti khon khuyn mi. T ngy 28/6 - 30/6/2011, Cng ty Vin thng Viettel dnh tng khch hng tr trc mc khuyn mi cao nht theo quy nh mi l 50% gi tr th np i vi thu bao tr sau, Viettel cng c chng trnh min ph di 10 pht gi ni mng trong thi gian
s lng cuc gi.)
khuyn mi: T 14/06/2011 ngy 30/06/2011 ( khng gii hn

Cng nhn dp ny, Viettel t chc mt chng trnh quay s trng thng. Cc khch hng ca Viettel s c c hi nhn c hn 6.000 gii thng vi tng gi tr 3 t ng.
10 triu l s lng hc sinh, sinh vin nhn c u i ca Viettel t cc chng trnh khuyn mi cho sinh vin v tn sinh vin cc trng i hc, cao ng trong nm 2011.

Viettel tri n khch hng bng live concert xuyn Vit (21/11/2011)

Vi nhng chng trnh khuyn mi v u i trn, Viettel telecom thu ht c s quan tm v ng h ca nhiu khch hng. ng thi Viettel cn lin tc tung ra cc chnh sch v sn phm vi nhiu gi cc khc nhau to cho ngi tiu dng c thm nhiu c hi la chn. Cng thm vo l nhng dch v gi tr gia tng khc m cc mng di ng khc cha c iu ny to nn s khc bit vi i th cnh cnh.

Cc dch v gi tr gia tng Viettel ang cung cp:

Dch v DailyNews: l dch v cung cp nhng thng tin hu ch hng ngy nh X s, Bng , thi tit Dch v I-Muzik qu tng m nhc: l dch v gip cc thu bao ca Viettel c th gi tng cc ca khc, bn nhc t h thng n cc thu bao khc trong mng Viettel.Dch v Mobile Newspaper: l dch v cung cp gii php c bo ton din trn di ng, dch v cho php khch hng c th c cc t bo ln qua tin nhn MMS. Dch v Data (GPRS/EDGE): Dch v Data (GPRS/EDGE) l dch v kt ni Internet di ng trn nn cng ngh GPRS/EDGE vi tc cao. Dch v BalackBerry: L dch v Push Mail s 1 trn th gii do RIM (Research In Motion) pht trin, ch p dng cho cc loi my Black Berry. Dch v Call Blockinh: l dch v cho php thu bao di ng ca Viettel c th chn chiu gi n ca 1 hoc nhiu s di ng khc nhau theo danh sch Black List m bn ng k (c ni mng v ngoi mng). Dch v I-Mail: l dch v gi v nhn email trn in thoi di ng di dng tin nhn SMS hoc tin nhn a phng tin (MMS Multimedia Message).

Dch v np tin Topup: la dich vu do Viettel Telecom cung cp, cho phep khach hang la thu bao tra trc cua Viettel nap tin trc tip vao tai khoan di ng thng qua SMS hoc h thng tai khoan tai ngn hang Dch v c bo: l dch v tin ch cho php cc thu bao s dng GPRS ca Viettel c th c bo ngay trn di ng. Dch v chuyn tin I-Share: l dch v cho php cc thu bao di ng tr trc ca Viettel chuyn tin trong ti khon cho nhau t my in thoi di ng. Dch v 6xxx-8xxx. Dch v AnyPay: l dch v khch hng np tin vo ti khon nhng khng s dng th co. Dch v nhc chung ch Imuzik: l dch v gi tr gia tng dnh cho tt c cc thu bao di ng ca Viettel, dch v nhc ch cho php khch hng ci t cc bn nhc, ca khc hoc nhng m thanh c o ngi gi n c thng thc trong khi ch ngi nghe nhc my. Dch v ng tin: y l dch v cho php khch hng tr trc ht tin nhng cn thi hn s dng (cha b kho 1 chiu) thc hin vic ng tin ca Viettel Telecom tip tc s dng dch v. Pay 199: dch v Thanh ton cc tr sau bng th np tin tr trc. Dch v tra cc. Dch v thng bo cuc gi nh (MCA). Dch v Call me back: L dch v cho php khch hng l thu bao tr trc (A) ca Viettel (b kha 1 chiu hoc cn thi hn gi nhng ht tin hoc cn tin nhng khng kh nng thit lp cuc gi) c th gi mt tin nhn ti mt thu

bao khc (B) ca tt c cc mng di ng trong nc (bao gm mng Viettel v cc mng trong nc khc) vi ni dung yu cu thu bao (B) gi li cho mnh. Dch v DailySMS: l dch v tm kim thng tin theo yu cu ca Viettel, cho php khch hng tra cu thng tin v: x s, bng , chng khon, gi vng, t gi, thi tit... Yahoo SMS Messenger: dch v ny cho php khch hng ca Viettel c th gi tin nhn (SMS) ti Yahoo! Messenger (YM) v nhn SMS t YM bng my in thoi di ng. Viettel l mng di ng u tin ti Vit Nam cho php cc khch hng trao i 2 chiu vi YM. Dch v Web Surf: lt web trn di ng. Thanh ton cc tr sau bng ATM. Dch v DailyExpress: l dch v tin tc trn in thoi di ng, nm trong gi dch v DailyInfo ca Viettel. Dch v Inmarsat: l dch v thng tin lin lc trc tip qua v tinh ca nh cung cp v tinh Inmarsat. Dch v chuyn vng quc t - Roaming: l dch v cho php khch hng c th dng th Sim v s di ng ca Viettel nhn v thc hin cuc gi khi ang quc gia khc hoc cc thu bao ca quc gia khc chuyn vng quc t v Vit Nam H thng chm sc khch hng qua tng i c m rng v nng cp ngy cng tt hn p ng c nhu cu ca khch hng. Va qua ti TP. H Ch Minh v H Ni Viettel khai trng hai trung tm chm sc khch hng c quy m ln: hai trung tm ny c kh nng tip nhn 30.000 cuc gi/gi v 15.600 cuc gi ng thi vo h thng tr li t ng c iu hnh bi 5.500 nhn vin.

im yu:

Tuy c s h tng vin thng c xem l mt im mnh ca Viettel, tuy nhin n cng l mt im yu m Viettel Telecom cn phi khc phc. Vi th phn thng lnh th trng di ng Vit Nam, s lng thu bao hn 28 triu ch trong nhng nm pht trin, th c s h tng cng ty hin c kh c kh nng p ng c yu cu ca ngi tiu dng nht l trong thi gian cao im, l tt thng xy ra hin tng ngn mng, Thi ca cc nhn vin cc i l ca Viettel khng lm hi lng ngi tiu dng, gy kh khn cho khch hng khi h tm n h thng ny. K nng v trnh chuyn mn ca i ng chm sc khch hng qua h thng tng i cn hn ch, tip nhn v x l nhng kin ca khch hng chm chp, gy mt thi gian trong khi khng gii quyt c hiu qu yu cu ca ngi tiu dng. Tnh cc ph 200/pht khi khch hng gi n h thng tng i chm sc khch hng, iu ny gy phn cm cho khch hng, c bit l nhng ngi gi n nhng khng gii quyt c vn li phi mt tin. C nhiu chng chm sc khch hng nh khuyn mi, u i,..tuy nhin chng trnh ny ch p dng cho thu bao tr trc m hu nh qun i mt i tng khc l nhng thu bao tr sau. Khng c nhng chng trnh chm sc khch hng lu nm, ch ch trng quan tm n nhng i tng c mc pht sinh cc cao, gn y Viettel cng ang ch ti vn ny, cng t chc nhiu chng trnh chm sc khch hng thn thit nh Viettel Privilege, tuy nhin cha ph bin, n ch c t chc nhng thnh ph ln. Knh tip nhn thng tin phn nh t khch hng ca Viettel t, hin nay ch qua hai knh chnh l h thng i l v tng i gii p thc mc, chnh iu ny to

nn s qu ti ti h thng tng i, dn n nhiu thc mc cn gii p ca khch hng khng tip cn c b phn chm sc khch hng ca cng ty v hu qu l li nhng n tng khng tt trong lng ngi tiu dng. C s vt cht, trang thit b Viettel u t ti cc chi nhnh khng p ng nhu cu cu ca cc nhn vin chi nhnh gii quyt nhng yu cu ca ngi tiu dng.

Mt s gii php nhm nng cao cht lng dch v chm sc khch hng Hon thin nng cao c s vt cht:

Nng cao v m rng trung tm chm sc khch hng ti TP. H Ch Minh, hin ti trung tm ny vi trung tm chm sc khch hng ca Viettel H Ni c kh nng p ng ti hn 35.000 cuc gi/gi vo h thng tr li v 15.600 cuc gi ng thi vo h thng tr li t ng (IVR) c vn hnh 24/24h vi 5.500 nhn vin, tuy nhin vn cha p ng nhu cu gii p nhng thc mc cho khch hng v theo kin ca nhiu chuyn gia th h thng ny cha xng tm vi lng thu bao ln n hn 28 triu ca Viettel. ng thi cn thnh lp thm phng hng dn s dng dch v v phng ci t dch v trc tip cho khch hng nhm p ng nhu cu ca khch hng tt hn. Ci thin c s vt cht: u t trang thit b, my mc nh my fax, my photocopy. cho cc i l h tr khch hng tt nht, v to s thun tin, khng gy phin h, i li mt thi gian cho khch hng. Hin ti Viettel c hai knh tip nhn nhng kin ca khch hng l qua h thng i l v qua h thng Call Center nn cn thnh lp mt forum tip nhn kin ca khch hng v sn phm ca cng ty, ng thi cng qua knh thng tin ny cng ty c th gii p nhng thc mc cho khch hng mt cch nhanh chng, thun li, gim bt p lc cho h thng tng i gii p thc mc.

Thnh lp b phn chm sc khch hng c bit, b phn ny c trch nhim chm sc nhng khch hng ln ca cng ty, nh nhng khch hng lu nm, c mc pht sinh cc cao. C trnh nhim thng xuyn lin h vi nhng i tng xem trong qu trnh s dng h c thc mc g khng? T h tr h khc phc, hay ch n thun l gii thiu nhng gi cc mi, nhng dch v mi tin ch ca cng ty ang cung cp cho lp khch hng ny
Nng cao cht lng i ng chm sc khch hng:

o to nghip v cho i ng nhn vin chm sc khch hng, c nhn vin trc tng i gii p thc mc, v nhn vin chm sc khch hng ti cc i l ca Viettel. Thng xuyn t chc cc kha bi dng v k nng chm sc khch hng cho nhn vin chm sc khch hng. Ch trng cng tc tuyn dng nhn s cho b phn chm sc khch khch hng, phi thc s l nhng ngi c kh nng chu c p lc, cng nh kh nng trnh by v iu khng km phn quan trng l ging ni. Th trng ngun nhn lc cht lng cao ca Vit Nam hin ang rt thiu, vi tc pht trin v tng quy m n chng mt ca cc doanh nghip vin thng hin nay dn n s thiu ht nghim trng ngun nhn lc cht lng cao, c bit l v cng ngh thng tin, in t vin thng v nhn lc lm vic chuyn nghip v dch v khch hng. Trong khi ngun nhn lc o to t cc trng i hc cn yu v thiu th nng cao kh nng cnh tranh, doanh nghip vin thng cn ch trng o to thng xuyn lc lng nhn lc hin c nng cao trnh lm ngun c s, thnh lp cc trung tm o to, cc trng i hc ca ring doanh nghip v c nhn vin i hc tp nc ngoi. Thng xuyn t chc cc on thanh kim tra cht lng ca cc i l, cht lng ca nhn vin im giao dch v thi phc v cng nh trnh nghip v ca h.

Hon thin quy trnh chm sc khch hng:

Rt ngn thi gian ch i x l thng tin khi khch hng c yu cu xung di 48h nhm gim bt thi gian ch i cho khch hng. Hon thin quy trnh tr li khch hng, s dng phm mm qun l gii p thc mc, khi nhn vin tip nhn kin ca khch hng s nhp kin ny vo h thng theo di thi gian ch i gii quyt, ng thi y cng l kho d liu tr li cho nhng cu hi tng t cho cc khch hng trc.
Cc gii php khc:

Cn c nhng chng trnh khuyn mi, u i hay nhng chng trnh chm sc t bit cho nhng khch hng lu nm ca Viettel nh nhn tin chc mng sinh nht, tng hoa nhn dp sinh nht,... Hin ti cng ty ang b ng i tng ny, a s quan tm ti nhng khch hng c mc cc pht sinh cao. Khi phc li nhng chng trnh khuyn mi trc y to c n tng cho khch hng nhng by gi khng cn na nh: chn s p, tng tin nghe, gim gi cc cuc gi trong gi thp im. Dnh nhiu u i hn cho cc khch hng s dng tr sau. Cc u i hu nh Viettel u dnh cho cc thu bao tr trc m qun i s lng thu bao tr sau ca mnh, thi gian gn y c nhiu chng trnh quan tm nhng thc s cha ng k. B vic thu cc 200/pht khi khch hng gi n tng i h tr 19008198, mc d bin php ny nhm hn ch lng thu bao quy ri gi n tng i nhng mc khc n c tc dng ngc li to nh gi khng tt v dch v chm sc khch hng ca ngi tiu dng v Viettel trong khi cc mng di ng khc hon ton min ph khi gi n tng i.

Thi gian qua, cng ty Viettel Telecom thc hin nhiu chng trnh khuyn mi v chm sc khch hng hp dn, mang li nhiu quyn li hu ch, di lu cho khch hng nh: Chng trnh chm sc khch hng c bit dnh cho thu bao di ng tr trc v tr sau bng t khuyn mi np th v quay s trng thng. Theo , trong khong thi gian u nm 2011, ton b thu bao di ng tr trc (khng phn bit thi gian kch hot ca thu bao), khi np th c tng ngay 100% gi tr cc th np.. T ngy 28/6 - 30/6/2011, Cng ty Vin thng Viettel dnh tng khch hng tr trc mc khuyn mi cao nht theo quy nh mi l 50% gi tr th np.

Cng nhn dp ny, Viettel t chc mt chng trnh quay s trng thng. Cc khch hng ca Viettel s c c hi nhn c hn 6.000 gii thng vi tng gi tr 3 t ng. Vi nhng chng trnh khuyn mi v u i trn, Viettel telecom thu ht c s quan tm v ng h ca nhiu khch hng. ng thi Viettel cn lin tc tung ra cc chnh sch v sn phm vi nhiu gi cc khc nhau to cho ngi tiu dng c thm nhiu c hi la chn. Cng thm vo l nhng dch v gi tr gia tng khc m cc mng di ng khc cha c iu ny to nn s khc bit vi i th cnh cnh.

5.2 MOBIFONE Trong nm 2011, MobiFone tip tc duy tr trin khai nhiu chng trnh hu mi nhm em li nhiu li ch cho khch hng trong qu trnh s dng dch v Mobifone nh chc mng sinh nht dnh cho thu bao tr sau: Chm sc khch hng ln dnh cho khch hng doanh nghip; Chm sc khch hng VIP dnh cho nhng khch hng lu nm, khch hng cc cao. Bn cnh , Mobifone cn c chng trnh khch hng thn thit kt ni di lu vi nhiu u i hp dn cho hi vin khi s dng dch v ti i tc lin kt hay gim cc ng lot cho cc dch v Data (dch v Mobile Internet, Fast Connect) vi mc gim ln n 50%...

Trong thi gian qua khch hng nh gi cht lng chm sc khch hng ca mobifone tt v hiu qu hn chnh sch chm sc khch hng ca Viettel, chnh iu ny khch l cho nh mng ny khng ngng nng cao cht lng phc v.

Trong nm 2011, MobiFone tip tc duy tr trin khai nhiu chng trnh hu mi nhm em li nhiu li ch cho khch hng trong qu trnh s dng dch v MobiFone nh chc mng sinh nht dnh cho thu bao tr sau: Chm sc khch hng ln dnh cho khch hng doanh nghip; Chm sc khch hng VIP dnh cho nhng khch hng lu nm, khch hng cc cao. Bn cnh , MobiFone cn c chng trnh khch hng thn thit kt ni di lu vi nhiu u i hp dn cho hi vin khi s dng dch v ti i tc lin kt hay gim cc ng lot cho cc dch v Data (dch v Mobile Internet, Fast Connect) vi mc gim ln n 50%... Sau y l mt s chng trnh khuyn mi nhm chm sc khch hng tt hn ca mobifone trong nm 2011:
Alo ngay Tin y tay

T ngy 28/11 n ht ngy 15/01/2012, MobiFone trin khai chng trnh khuyn mi Alo ngay tin y tay dnh cho khch hng tr trc v tr sau ang hot ng trn mng MobiFone v c pht sinh cc dch v thng tin di ng. Theo , c mi 5.000/ngy cc pht sinh khch hng s nhn c 01 m s d thng, tng gi tr gii thng ca chng trnh ln ti gn 3 t ng.

u gi ngc - Trng iPhone 4

Sau 3 tun ra mt, chng trnh u gi ngc ca MobiFone nhn c s ng h ca ng o khch hng v mang n c hi chin thng cho nhng thu bao may mn. Nhng gii thng l iPhone4 (tun 1), Nokia N9 (tun 2) v iPad2 (tun 3) thuc v nhng s thu bao tr mc gi thp nht v duy nht tnh n thi im kt thc chng trnh.

Vui nhn tin - Rinh 300 triu!!!

T ngy 24/11/2011 n ht ngy 10/12/2011, MobiFone tip tc trin khai chng trnh Triu ph MobiFone cho khch hng l thu bao (tr trc, tr sau) ang hot ng hai chiu trn mng. C 10 gii thng vi tng tr gi ln n hn 350 triu ng, trong c 01 gii nht tr gi 300 triu ng, 03 gii Nh, mi gii tr gi 8 triu ng v 06 gii Ba, mi gii 5 triu ng.

u gi ngc - trng Apple iPad 2

Sau 2 tun ra mt, chng trnh u gi ngc ca MobiFone nhn c s ng h ca ng o khch hng v mang n c hi chin thng cho nhng thu bao may mn. Nhng gii thng l iPhone4 (tun 1) v Nokia N9 (tun 2) thuc v nhng s thu bao tr mc gi thp nht v duy nht tnh n thi im kt thc chng trnh.

Khuyn mi dnh cho khch hng tr sau

T ngy 15/11 n ngy 31/12/2011, MobiFone trin khai chng trnh khuyn mi dnh cho thu bao tr sau ha mng mi, thu bao tr sau kha 02 chiu khi phc s dng dch v, thu bao chuyn t tr trc sang tr sau p ng iu kin s c hng u i 10 pht gi ni mng MobiFone, cc s c nh VNPT, VinaPhone, v cc u i khc.

u gi ngc - Trng Nokia N9 khc bit!

Tip theo phin u gi ngc - Trng iPhone 4 u tin kt thc vo 14:00:00 ngy 12/11/2011 vi gii nht l chic iPhone 4 32GB thuc v s thu bao tr gi thp nht v duy nht, MobiFone tip tc t chc phin u gi ngc th hai, bt u t ngy 13/11/2011 n ngy 19/11/2011. Chng trnh th hai c tn gi u gi ngc - Trng Nokia N9 dnh cho tt c khch hng l thu bao ang hot ng hai chiu trn mng. Gii Nht ca chng trnh ln hai l 01 chic Nokia N9 16GB ginh cho thu bao c mc t gi sn phm THP NHT v DUY NHT tnh n thi im kt thc chng trnh. Kt lun: Cc nh mng ln thng c nhng chnh sch chm sc khch hng ca mnh.Nhm mc tiu gi chn khch hng cng thu ht khch hng v pha cng ty khng ngng ra tng lng khch hng s dng dch v.Lm tng sc cnh tranh ca cng ty so vi i th

Phn 3:Kt Lun

Cc nh mng u n lc cnh tranh nhau bng cch cung cp nhng dch v tt nht, tin ch nht vi ch hu mi chu o. C th ni cha bao gi cc nh mng li mang n nhiu gi tr li ch thit thc cho cc khch hng ca mnh nh hin nay. V gi

cc, mi bn tm ca cc thng , by gi cng khng cn l s quan tm hng u khi m cc nh cung cp mng lun c nhng chng trnh khuyn mi hp dn hng thng, thm ch hng Theo nhn nh ca cc chuyn gia v vin thng, khi m th trng thng tin di ng Vit Nam ang i dn ti im bo ho th vic cnh tranh ht cc khch hng mi cui cng s ngy cng kh khn, cc mng di ng phi tranh th ti a cc ngun ti nguyn sn c cha s dng ht c th em li li ch cao nht cho khch hng m vn m bo hiu qu kinh doanh