CRM PHN TICH :I. Khch hng ca Vinamilk 1.

1 Khch hng v phn loi khch hng Khch hng ca cng ty Vinamilk: Khch hng c a cng ty Vinamilk l m t t p h p nh ng c nhn, t ch c... C nhu c u s dng sn phm hay phn phi sn phm ca cng ty. Mi quan h ca ngn hng vi khch hngl mi quan h hai chiu, to iu kin cho nhau cng tn ti v pht trin. Phn loi khch hng ca cng ty : bao gm cc nhm sau:+ Khch hng l ng i tiu dng s n ph m c a cng ty, c nhu c u s d ng v mong mu n c tha mn nhu cu ca mnh.+ Khch hng l t chc: l nhng nh phn phi, nh bn bun, nh bn l, i l ca cngty, s dng sn phm ca cng ty lm chc nng phn phi li sn phm. 1.2 Nhn din khch hng nhn din c khch hng ca cng ty mnh, h thng phn mm ngoi vic cn thu thpc nhng thng tin c bn v pha khch hng th cn thu thp cc d liu: a- D liu khch hngK h c h h n g c n h n K h c h h Thng tin nhn khu hc.T h n g t i n m t : T n k h c h h n g , a ch, in thoi/Fax, Email/Website...Thng tin Thng tin giao dch: doa nh thu, LCVD liu v hnh viT h n g t i n p h n h i t nh n g t c n g Ma r k e t i n g : k h k h n c a k h c h h n g , y u c u c a k h c h h n g , mo n g mu n ca khch hng.Thng tin c bn v kh nng ti chnh Thng tin: H tn, chc v, ngy sinh, N h m 6 T r a n g

1 r q u a n h h h n g G V H D : n g T h V n A n h a ch, in thoiL o i s n p h m s d n g v tng tc.Loi sn phm s dng v t n g t c . c th thu thp cng ty atn dng nhng thng tin giao dch trong qu kh m cng ty thu thp c vathng xuyn t chc cc cuc tip xc trc tip vi khch hng, hi ngh khchhng nhm thu thp cc kin khch hng, thm d khch hng qua phiu thm d. b- D liu v trin vng ca khch hng L d li u khng ph i thu th p v khch hng m l mi tr ng t n t i xung quanh khch hng, trin vng tng mt ca cng ty v v tr ca sn phm cng ty khc, trin vng c trng ring ca ngnh. C th thu thp bng cch ly kin ca cc chuyn gia, phng tin thong tini chng 1.3 Phn bit khch hng Phn lo i hi u qu nh t c n c d a trn gi tr kinh doanh lu di (LTV). Cng tyVinamilk phn lo i khch hng t ch c d a trn gi tr kinh doanh. M hnh ton l i ch m khch hng mang li cho cng ty da vo giao dch trong qu kh v hin ti i vi tng loi sn phm da trn cng thc:t: Thi k tnh ton hin ti.T: Tng thi k tnh ton trong c s d liu.J: S lng sn phm, dch v giao dch.K: S lng ca cng c marketing s dng i vi khch hng.Pj: Gi c ca sn phm th j giao dch.Cj: Chi ph cho sn phm th j giao dch.MCk: Chi ph ca cng c marketing trc tip ln k giao dch.Sau cng ty Vinamilk d on nhu cu ca khch hng bng cc phng php nh lng hocnh tnh.+ Phng php nh tnh:Ly kin ca nh qun tr.Ly kin ca nhn vin.Ly kin khch hng . t Q u n k h c T r

+ Phng php nh lng:Da vo gi tr kinh doanh m khch hng mang li ta c th v biu xu hng, khuynh hngm khch hng s tiu dng trong tng lai. Sau kt hp c 2 phng php, cng ty c th bit c khch hng no l khch hng timnng ca cng ty t c nhng chin lc gia tng gi tr khch hng tim nng ny. ( HA N CH) Cn i vi khch hng c nhn, ngoi trang web chnh thc ca cng ty, cng tycha c mt phn mm no tip cn, thu thp thng tin ca cc khch hng c nhn ny, trongkhi khch hng c nhn l khch hng tiu dng s n ph m cu i cng v nh ng nhu c u c a khch hng ny cn phi nm r nht cng ty c nhng chin lc p ng nhm duy tr lngtrung thnh ca khch hng. Phn bit theo nhu cu :( phuc xem lai ung hay cha nha?) N h m 6 T r a n g 2

r q u a n h h h n g G V H D : n g T h V n A n h + Nhu cu cu a khach hang canhn ( phn na y phuc xem cocn a cng dung vala tu i s dung vao ko /) VNM da vao vic phn bit nhu cu theo khach hang cung ng cac san phm a p ng nhucu lin quan cua khach hang:- S a tit trung FINO khng ng, cong, du vasocola-S a t i nguyn ch t 100% c ng v khng ng -S a ti t trng t bo,giu canxi Flex c ng v khng ng -S a ng ngon Sweetdream v i m t ong,vitamin B1,B6S a c h u a u n g m en s ng Pr o b i - N c p t r i c y o , t o , c a m -S a b t Dielac Pedia thch h p cho b t 1 n 10 tu i .... + Nhu cu cu a khach hang t chc Co th la cac ai ly, trung gian phn phi mua v ban lai, cac cng ty, cac n vi s nghi p ,,thchin vic mua san phm cua cng ty VNM phuc vucho nhiu nhu cu khac t

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nhau.Cuth: Cac ai ly, trung gian: Mua vban laiCac cng ty, cac n vis nghi p : Mua v tng, biu, s dung cho nhn vin cng tyhoc i tac lam n. B. CRM TAC NGHIP1 Tng tc vi khch hng. Ph i m b o nguyn t c dng thng tin 2 chi u trong tri t l one-to-one marketing. lvi c t o m t knh thng tin gi a khch hng v cng ty. c bi t, i v i cc khch hng m c tiu, vic thng xuyn phi chuyn cc thng tin nh v sn phm mi, thng bo l ht sccn thit.nh gi tng trng s ca cc hnh thc tng tc trn bng cch cho im v c c h sring cho tng hnh thc. i vi cc khch hng mc tiu, c th s dng phi hp cc hnh thcc i m s trung bnh cao. Cc hnh th c c s i m th p h n: khch hng khng n m trong skhch hng mc tiu. Cng ty Vinamilk th ng s d ng cc hnh th c t ng tac nh : tr c ti p ti p xc, i ntho i, th , fax ti p xc v i khch hng t ch c. Cn khch hng c nhn th cng ty ch y u da vo Internet ( tc l trang web ca cng ty) tng tc vi khch hng. ***Vinamilk a xy dng than h cng cac quan h t t d a va o 6 y u t ma m t doanh nghi pthc hin CRM cn co: V N M a n h n din vahiu khach hang cua minh laai va khach hang cung bit VNM la thng hiu cua linh vc nao. VNM a xy d ng ca c w e b : www.vinamilk.com.vn, c a c h p th go p y v a i a chi email d thu c, d nh . C a c nhn vin co n l a c u n i d l i n l a c gi a doanh nghi p va kha chhan g. Co n v i kha ch hang, VNM lin lac v i ho thng qua nh ng d li u ma VNM a thu th pc qua nhng ln giao dich: hotn, ngay sinh, ia chi VNM xem khach hang lathng trong mi cuc i thoai nn chu cua cuc ithoai lun coli cho khach hang cung nh VNM.

VNM tn trong quyt inh, mong mun cua khach hang trong qua trinh trao i thngtin. Vi v y tu y theo ti nh cht , mu c i ch, b i can h ma cu c i thoai co th c bt c bn na oiu kin. N h m 6 T r a n g 3

r q u a n h h h n g G V H D : n g T h V n A n h V N M l u n c h o n lo c cac cuc i thoai vi muc ich co th thay i c ha nh ngcua khach hang trong tng lai, qua otit kim c chi phi, thi gian. K h i a x y d ng c mi quan h vi khach hang, VNM ti p tuc duy tri vatht chtlong trung thanh vi ho. Thay i quy trnh phn phi bng vic ap dung phn mmH thng SAP CRM cho php mng phn phi Vinamilk trn c nc c th kt nithng tin v i trung tm trong c hai tnh hu ng online ho c offline. Tr c khi c h th ng SAPCRM, thng tin phn ph i c a Vinamilk ch y u c t p h p theo d ng th cng gi a cng ty v cc i l. Hthng ny h tr cc nhn vin nng cao nng lc, tnh chuyn nghip v khn ng n m b t thng tin th tr ng t t nh t nh s d ng cc thng tin c chia s trn ton hthng. t

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Palm Z22 l thi t b c m tay m Vinamilk trang b ng lo t cho cc NPP c mnhnh cm ng n sc (en- trng). Vi phn mm nay la cng c hu ch dnh cho cc NVBH.Trc ht, Z22 tip nhn cc l trnh bn hng theo ng k hoch cc GSKD ra. Th hai, Z22thay th cho hng ng h s, giy t lin quan ti tng i l m trc y cc GSKD vn phimang theo. Th ba, Z22 h tr mnh cc chng trnh khuyn mi m NVBH i lc khng thnh ht v c qu nhiu kiu khuyn mi. phc v cho gn 200 NPP trn ton quc, Vinamilk thu dch v h tr k thutqua in thoi (call center) c a FPT. D ch v ny s h tr nhanh t vi c s a ch a g p trong vng mt gi n vic thay lun tng chic my tnh bn ca NPP. Vinamilk cng i hi cc NPP phi c h thng sao lu d liu phng trng hp h thng gp s c. Phng CNTT caV i n a m i l k g i v a i t r g i m s t h t h n g . Thng tin c tch hp qua phn mm SAP CRM Vinamilk thng nht cc quy trnh kinh doanh vi cc nh phn phi theo cc yu cuqun l mang tnh h thng nh qun l gi, khuyn mi, k hoch phn phi, cng nh quy trnhtc nghip cho nhn vin bn hng bng PDACc trung tm h tr ng dng (call center) h tr cho cc h thng thc hin ti nh phn phi, bo m gii quyt cc trc trc theo ng cam kt a ra vi nh phn phi. Vinamilk u t cho h thng CNTT tng cng 4 triu la M.Trong trung tm d li u t i tr s chnh c a Vinamilk c 4 chi c my ch System p cng cc my ch khc ang lu tr cc gii php SAP CRM . Vinamilk xy dng trung tmd p h n g n y t m c hi n i nh t v i c p m c 7, m c d ph n g c ao n h t t he o c c t i u chun v d phng quc t nhm m bo hot ng lin tc ca h thng. 3. Tuy bin theo khach hanga. tuy bin san phm vadich vu chun hoa

Ty bin khch hng ng ngha vi vic c nhn ha v kh tn km. i vi Vinamilk, cng ty cung cp cho th trng nhiu chng loi sn phm, a dng v phong ph. Ty vo tng it ng khch hng v nhu c u c a h m nh ng s n ph m c a Vinamilk s mang l i hi u qu , cng dng ca bn thn n i vi khch hng . C th ni, danh mc sn phm ca Vinamilk ph hp vi mi i tng khch hng c nhn, t tui, gii tnh cho n thu nhp. Chng hnnh cng ty cung cp dng sn phm sa Dialac dnh cho b m, tr em, v dnh cho ngi ln.Mi sn phm Dialac s c sn xut theo cng thc ring, ph hp vi nhu cu v c im catng i tng. Hoc l sn phm sa gim cn dnh cho nhng khch hng c nhu cu gim bo,Vinamilk th c hi n cc cng tc t nghin c u th tr ng cho n vi c thi t k s n ph m, a s n ph m n tay ng i tiu dng r t chu o. lm c nh ng i u trn, Vinamilk N h m 6 T r a n g 4

r q u a n h h h n g G V H D : n g T h V n A n h lm tt khu tng tc vi khch hng ca mnh. Qua , cng ty bit c khch hng cn gv cng ty cn thc hin nh th no nng cao uy tn v cht lng sn phm. chnh l mttrong nhng yu t lm nn s thnh cng ca Vinamilk.VNM da vao vic phn bit nhu cu theo khach hang cung ng cac san phm a p ng nhucu lin quan cua khach hang: + Nhu cu cu a khach hang ca nhn ( phn na y phuc xem co cn a cng dung va la tu i s dung vao t

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ko /. Phn na y bitrung vi phn cho trn nhng vino lathuoovj tu y bin mangn vaanh k pit lam sao ht. - S a tit trung FINO khng ng, cong, du vasocola-S a t i nguyn ch t 100% c ng v khng ng -S a ti t trng t bo,giu canxi Flex c ng v khng ng -S a ng ngon Sweet dream v i mt ong,vitamin B1,B6- S a c h u a u ng m e n s n g Pr o b i - N c p t r i c y o , t o , c a m -S a b t Dielac Pedia thch h p cho b t 1 n 10 tu i .... + Nhu cu cu a khach hang t chc Co th la cac ai ly, trung gian phn phi mua v ban lai, cac cng ty, cac n vi s nghi p ,,thchin vic mua san phm cua cng ty VNM phuc vucho nhiu nhu cu khac nhau.Cuth: Cac ai ly, trung gian: Mua vban laiCac cng ty, cac n vis nghi p : Mua v tng, biu, s dung cho nhn vin cng tyhoc i tac lam n b. i mi lin tuc VNM a thc hin vic i mi cac san ph m cua minh va cai tin vi nh ng sa n phm a ngvng nh : i mi bao bisan phm sa vao nhng di p tt, VNM a a ra nhng san phm savi bao biin n thng i p mua xun n ngi tiu dung K y k t h p tac qu c t v nghin c u, ng du ng khoa ho c dinh d ng v i 3 i ta chang u chu u : T p oan DSM- Thuy Si; Cng ty Lonza- Thuy Si Thay i nh ng m u qua ng ca o : l u c la hi nh anh nh ng con bo s a v i thng i p :sa ti nguyn cht 100%; luc la nhng ca khuc nhac trinh do l cat trong lyth hin : gio cun i C. CRM CHIN LCI . Chui giatri xy dng thanh cng CRM chin lc, bc u tin VNM a xac i nh vic tip cn chui giatrivathc hin, am bao cac cam kt ung vi cac bn hu quan. Cuthla:1. Quan h vi nh cung cp Xy dng mc tiu pht trin lu di v bn vng i vi cc nh cung cp chin lc ln trong v ngoi nc l mc

tiu chnh ca Vinamilk nhm m bo ngun cung cp nguyn liu th ninh vi giacacanh tranh, cht lng cao. Ngay t u Vinamilk xc nh, ngun cung cp sa nguyn liu cht lng v nnh c bit quan trng. Vinamilk h tr ti chnh cho nng dn mua b sa v mua sa c N h m 6 T r a n g 5

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