ti: ngha ca quan tr quan h khch hng

I HC NNG TRNG H KINH T ----------

BI TP NHM TI : NGHA CA QUN TR QUN TR QUAN H KHCH HNG

NHM THC HIN: Nhm 1 LP TN CH : QTQK2_05 GVHD: THS. L C TIN

Mc lc
I. Gii thiu......................................................................................................................................................................2 1. Khi nim v CRM..................................................................................................................................................3 NHM THC HIN: Nhm 1 Page 1

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2. Phn bit cc m hnh ca CRM..............................................................................................................................4 2.1 CRM chin lc:................................................................................................................................................4 2.1.1 Khi nim....................................................................................................................................................4 2.1.2 Cc mc ca CRM.................................................................................................................................4 2.1.3 Cc hot ng ca CRM chin lc...........................................................................................................4 2.1.4 ng dng ca m hnh:...............................................................................................................................5 2.2.3 ng dng ca m hnh:...............................................................................................................................8 2.3 CRM phn tch:..................................................................................................................................................9 2.3.1 Khi nim....................................................................................................................................................9 2.3.2 Mc tiu ca CRM phn tch:.....................................................................................................................9 2.3.3 Chc nng chnh ca CRM phn tch:........................................................................................................9 2.3.4 ng dng ca CRM phn tch:...................................................................................................................9 3. c trng CRM......................................................................................................................................................12 4. S hiu lm v CRM..............................................................................................................................................12 5. Gi tr khch hng:.................................................................................................................................................15 II. TM QUAN TRNG CA CRM ..........................................................................................................................18 1.Ti sao cc cng ty mun thit lp v duy tr cc mi quan h vi khch hng?...................................................18 2. Ti sao cc cng ty thc hin CRM?.....................................................................................................................21 3. Ti sao khch hng mong mun c mi quan h vi cng ty?..............................................................................21 4. Tm quan trng ca CRM. Kh nng p ng......................................................................................................21 III. NHNG T TNG V QUAN H KHCH HNG........................................................................................24 1.Mi quan h l g?...................................................................................................................................................24 2.c im ca mt mi quan h:..............................................................................................................................24 3. Tm quan trng ca s tin tng v cam kt trong mt mi quan h...................................................................29 4. Lm th no s hi lng ca khch hng, lng trung thnh ca khch hng v hiu qu kinh doanh c kt ni vi nhau?..............................................................................................................................................................30 5.Thuyt quan h........................................................................................................................................................33 6. Qu trnh pht trin quan h...................................................................................................................................37 6.1. Qu trnh tip din giao dch quan h............................................................................................................38 6.2. Qu trnh pht trin quan h hiu bit............................................................................................................39 IV. nh gi cc thnh vin trong nhm.......................................................................................................................42

I. Gii thiu Trong th gii kinh doanh ngy nay, vic p dng cng ngh thng tin tr thnh mt nhu cu cp bch cho cc cng ty tm cch nng cao nng sut v hiu sut hng ngy c th tn ti v ng vng trn th trng. Trn thc t, vic s dng cc phng tin khoa hc v cng ngh hin i ngy cng tr nn ph bin. Quan trng hn, phn ln cc doanh nghip cng by t mun c qun l ngun thng tin sn c mt cch nhanh chng hn, t t c nhng kt qu kinh doanh c li nht, gim chi ph v cng sc lao ng. Phn mm doanh nghip v cc trang web lin quan n kinh doanh l nhng hnh thc c cc hng u tin p dng cho vic qun l mc hp nht ca cng ty mnh t
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ngun nhn lc n khch hng da trn c s d liu. Qun tr quan h khch hng (CRM) l mt phng thc kinh doanh mi bao gm cc phng php, k thut v kh nng gip cho cc doanh nghip qun l cc mi quan h khch hng hiu qu hn. Mc ch khi qut ca CRM l cho php cc t chc kinh doanh qun l khch hng ca mnh tt hn thng qua s gii thiu v cc h thng, phng php, v th tc kinh doanh ng tin cy. C nhiu yu t cng ngh lin quan ti CRM nhng khng phi CRM l mt thut ng cng ngh thun tu. Cch hiu ng nht i vi CRM l: l ton b cc quy trnh thu thp, tng hp v phn tch thng tin v khch hng, hng bn, hiu qu ca cc cng tc tip th, kh nng thch nghi ca cng ty i vi cc xu hng ca th trng nhm mc ch nng cao hiu qu hot ng kinh doanh, mang li li nhun cao nht cho cng ty. CRM khi nguyn t tng gip cc doanh nghip s dng ngun lc (nhn lc v cng ngh) hiu thu o v thi , thi quen ca khch hng v nh gi gi tr ca tng phn on khch hng ring bit. Vi s tr gip ca mt chng trnh CRM c hiu qu, cc doanh nghip c th. - Cung cp cho khch hng cc dnh v tt hn. - Nng cao hiu qu ca trung tm h tr khch hng. - Tr gip nhn vin bn hng thc hin n hng mt cch nhanh nht. - n gin ho tin trnh tip th v bn hng. - Pht hin cc khch hng mi. - Tng doanh thu t khch hng. 1. Khi nim v CRM CRM l vit tt ca t 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 khch hng, tip cn v giao tip vi khch hng mt cch c h thng v hiu qu, qun l cc thng tin ca khch hng nh thng tin v ti khon, nhu cu, lin lc nhm phc v khch hng tt hn. Thng qua h thng quan h khch hng, cc thng tin ca khch hng s c cp nht v c lu tr trong h thng qun l c s d liu. Nh mt cng c d tm d liu c
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bit, doanh nghip c th phn tch, hnh thnh danh sch khch hng tim nng v lu nm ra nhng chin lc chm sc khch hng hp l. Ngoi ra, doanh nghip cn c th x l cc vn vng mc ca khch hng mt cch nhanh chng v hiu qu. Thit 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. Mt h thng CRM n gin l s p dng phn mm nhm theo di cc d liu ca khch hng. Tuy nhin, mt h thng phc tp hn li i hi s kt hp cc yu t: thng tin, nhn lc, chnh sch v cc n lc ca cng ty nhm thu ht cng nh gn gi khch hng. 2. Phn bit cc m hnh ca CRM 2.1 CRM chin lc: 2.1.1 Khi nim. CRM chin lc l m hnh t trn xung di coi CRM nh l chin lc ct li hng trng tm vo khch hng nhm t n mc tiu chin thng v gi chn khch hng trung thnh. 2.1.2 Cc mc ca CRM Mc thc dng: CRM l tp hp cc qu trnh thc thi cc chc nng marketing nh t ng ha lc lng bn(FSA) hay qu trnh chin dch. Mc giao tip ca khch hng: CRM l tp hp cc hot ng thng qua tt c cc knh tip xc. Thng tin khch hng thu thp c sn sng cho tt c cc chc nng giao tip ca khch hng. Mc t chc- CRM chin lc: CRM l tch hp cc hot ng,h thng giao tip v khng giao tip khch hng ca t chc( front-end/back-end) cng nh nhiu i tng khc lin quan n t chc. mc ny,CRM cung cp nhng hiu bit v khch hng,th hiu ca h. Nhng thng tin c s dng cho ton b t chc. 2.1.3 Cc hot ng ca CRM chin lc. Doanh nghip nh hng theo sn phm: tin tng rng khch hng s la chn nhng sn phm c cht lng tt nht,thit k hoc tnh nng tt nht.Nhiu hnh thc
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kinh doanh mi bt u theo nh hng sn phm. Trong nhng cng ty ny kin ca khch hng thng b qun lng khi cc tng Marketing quan trng c thc hin. Cc nh qun tr xy dng cc gi nh v nhng g khch hng mun. kt qu l sn phm qu khc bit hoc qu cu k cho cc yu cu ca th trng, v do qu tn km cho phn ln cc khch hng. Doanh nghip nh hng theo sn xut: tin rng khch hng s chn cc sn phm c mc gi thp nht.do h c gng gi cho chi ph vn hnh thp, v pht trin cc tuyn phn phi vi chi ph thp ti th trng. N c th thch hp cho cc nn kinh t ang pht trin hoc c cc giai on pht trin ca nn kinh t,nhng a s khch hng c nhng nhu cu khc nhau. Doanh nghip nh hng bn hng: gi nh rng nu h u t mnh vo qung co,bn hng,quan h cng chng(PR) v xc tin bn hng, khch hng s c thuyt phc c mua. Rt thng xuyn,nh hng doanh s bn hng sau mt nh hng sn xut. cng ty sn xut sn phm vi chi ph thp v sau h phi xc tin mnh tiu th hng tn kho. Trong khi ,vic nh hng khch hng l mt tp hp gi tr,nim tin v cc hnh ng c tnh chin lc ca t chc cho php thc thi cc nguyn tc ca qun tr khch hng. Trong CRM chin lc,vic nh hng qun tr khch hng c c trng bi nim tin v cam kt khch hng l trung tm ca nhng nh qun tr cp cao. Doanh nghip cn nhn thc cc khch hng khc nhau c gi tr i vi doanh nghip v nhu cu cng khc nhau. Do ,hot ng nh hng phi th hin s sn sng i s vi khch hng khc nhau theo nhng cch khc nhau v phi xem xt trn quan im di hn v thu nhp t khch hng. 2.1.4 ng dng ca m hnh: Chng hn vi m hnh kinh doanh CRM ca capital one thuc Falls church,Virginia)mt trong nhng tp on ti chnh pht trin nhanh nht nc M.M hnh kinh doanh capital one da trn c s rng mi khch hng mua li ri ro tn dng v li nhun tim nng,duy nht. Doanh nghip cng hiu v nh gi ri ro ca tng khch hng cng tt th cng d qun tr ri ro . Hn na,cng hiu khch hng,doanh nghip cng d ty bin
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sn phm theo nhu cu ca h,nh ri ro cng gim,doanh nghip cng c n p cao v khch hng cng hi lng. Bn cnh ,ri ro tn dng ca tng khch hng,vic qun tr v nh gi nhn vin cng ng vai tr quan trng trong vic duy tr khch hng v o lng kh nng sinh li ca h. CRM trong ngnh bu chnh Vit Nam: Trong m hnh CSKH xut, ti mi tnh t chc mt trung tm CSKH cho tt c cc dch v bu chnh. Trung tm ny m nhim ba mng chc nng ln l k hoch v thc hin cc cng tc marketing ni tnh, xc tin cc hp ng cung cp dch v v h tr khch hng. Ni cch khc, trung tm ny m nhim chc nng tng ng vi ba thnh phn chnh ca CRM l: marketing, bn hng v dch v. Tiu chun hot ng ca Trung tm ny da trn mt nn tng tri thc v khch hng m n thu thp v c rt c. Vic trin khai v p dng CRM vo hot ng kinh doanh Bu chnh s mang li nhng li ch to ln: To ra c mt CSDL hng vo khch hng c qui m ln d dng hn trong vic qun l d liu khch hng ca ton ngnh, cung cp ti cc n v thnh vin v ti tt c cc dch v. Qun l cc chin dch marketing kt hp p dng marketing trc tip ti khch hng trong CRM, c th tip th dch v ca mnh ti tng khch hng, a hnh nh v dch v vo trong thc tiu dng ca khch hng. Nng cao s trung thnh ca khch hng: khch hng tip cn dch v d dng hn nh h thng web site v cc dch v a phng tin, cc vn khch hng cng c gii quyt tt hn thng qua Trung tm gi (Call Center). Khch hng s khng do d khi quyt nh tip tc s dng dch v ca ngnh thay v s dng dch v ca i th cnh tranh. Phn on c th trng Bu chnh hiu v nhu cu ca sn phm dch v cho tng on th trng khc nhau. Hiu hn v u th ca sn phm trn th trng v nhng vng th trng m i th cnh tranh hot ng. i vi kinh doanh Bu chnh th vic phn on th trng cng c vai tr quyt nh v n phc v nhu cu ca nhiu i tng khc nhau.

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H tr phn tch khch hng c mt bc tranh tng th v khch hng v hiu

r hn v nhu cu ca h, t tm ra khch hng tim nng. Vic pht hin khch hng tim nng v duy tr quan h s l ct chnh trong vic ti a ho li nhun Bu Chnh trong tng lai. 2.2 CRM hot ng: 2.2.1 Khi nim: CRM hot ng l mt m thc v CRM tp trung vo vic t ng ha cc h thng hot ng ca cng ty nh h thng t ng ha dch v,t ng ha lc lng bn,t ng ha Marketing. CRM hot ng tp trung vo t ng ha cc b phn tng tc vi khch hng ca doanh nghip. ng dng phn mm CRM khc nhau cho php thc hin cc chc nng marketing,bn hng v dch v c t ng. 2.2.2 Cc quy trnh c bn ca CRM hot ng Nh vo nhng cng c nh gi chnh xc cc hot ng Marketing, bn c th qun l hiu qu nhng chin dch Marketing. Theo di phn ny, bn s nhanh chng nhn ra ch cn a ra nhng quyt nh ng n trn ngun thng tin chnh xc l c th gia tng ng k hiu qu u t Marketing.Marketing Automation gip cc nh qun tr trong vic thit lp cc chin lc v marketing, nh gi cc chin lc ; ng thi cc cng c h tr c lc trong vic tin hnh thc hin marketing. Cc ng dng chnh ca CRM hot ng: T ng ha marketing p dng cng ngh cho cc quy trnh marketing. Mt s quy trnh marketing c cung cp phn mm: phn on th trng, qun l chin dch v marketing da trn s kin. Phn mm cho php ngi s dng khm ph d liu khch hng ca h pht trin mc tiu thng tin lin lc v cung cp.T ng ha marketing cho php cc cng ty pht trin, xy dng ngn sch v thc hin cc chin dch truyn thng. N t ng ha kt ni cc c nhn trong dng chy cng vic. Thng thng, chin dch truyn thng s lin quan n mt s ngi nh:gim c tip th, phn tch th trng, tc gi, ngh s, my in, ngi bn hng v ngi mua phng tin truyn thng. ng gp ca h i vi chin dch c th c phi hp vi s tr gip ca phn mm.
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T ng ha marketing cng c th kim ton v phn tch hiu sut chin dch, v truyn trc tip t cc chin dch qung co n cc knh bn hng thch hp nht. T ng ha lc lng bn l hnh thc ban u ca CRM. N p dng cng ngh qun l cc hot ng bn hng ca cng ty. Phn mm t ng ha c th c thit k c m hnh ha qu trnh bn hng ca bt k ngnh cng nghip hoc t chc no.T ng ha lc lng bn hng c th qun l c hi,qun l lin h.qun l ti khon khch hng v phn mm cu hnh sn phm. Dch v t ng ha cho php cc cng ty t ng ha cc hot ng dch v ca h,cho d l cung cp thng qua mt trung tm cuc gi, mt trung tm lin lc, cc trang web hoc mt i mt. Phn mm cho php cc cng ty qun l v phi hp dch v lin quan n thng tin lin lc ca h trong rng buc trn tt c cc knh. Cc nh cung cp phn mm cho rng iu ny cho php cc cng ty hot ng tr nn hiu qu hn, bng cch gim chi ph dch v, ci thin cht lng dch v, nng cao nng sut v tng s hi lng ca khch hng. 2.2.3 ng dng ca m hnh: Chng ta hy gi s bn ang qu ti vi cc cuc gi in thoi mi ngy. Trong mong mun, bn mun bit tnh trng v s tin b ca cc dch v bn ang cung cp, bn c th mun ni chuyn vi khch hng ca bn, nhng ch l khng c thi gian. Thay v dnh thi gian thc hin cuc gi in thoi hng ngy, chng ta thc hin mt h thng CRM hot ng cho php khch hng ca bn c th ng nhp vo ti khon thng qua web v xem tt c cc chi tit ca cc dch v c cung cp. Hy th tng tng thi gian, bn c th tit kim m khng cn phi tr li cc cuc gi in thoi khng cn thit.

Chui siu th Home Plus thc hin chin dch qung co y sng to

hng ngi tiu dng s dng cc dch v mua sm trc tuyn ca mnh. Home Plus bt u ci t cc siu th nh bn trong cc ga tu in ngm. Nhng khng phi l nhng ca hng thc t. Thay vo ,Home Plus ng k hnh nh chnh xc cc mt hng c trong ca hng tp ha ca hng ti nhng khu vc m ngi i b thng dnh nhiu thi gian ch tu in ngm n. s dng cc m vch c th qut c,mi ngi c

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th d dng mua hng ha t ca hng o v c siu th ng gi ri chuyn n nh khi h v ti. 2.3 CRM phn tch: 2.3.1 Khi nim. CRM phn tch l mt m thc CRM tp trung vo vic khai thc cc d liu khch hng nhm phc v cho cc mc tiu chin thut v chin lc, qua lm tng cng gi tr dnh cho khch hng v cng ty. - D liu khch hng c th c tm thy trong kho ton d liu doanh nghip: doanh s bn hng(lch s giao dch), d liu ti chnh (lch s thanh ton, im s tn dng), cc d liu th trng(chin dch phn ng, chng trnh lng trung thnh d liu), dch v d liu. 2.3.2 Mc tiu ca CRM phn tch: - Pht trin, h tr cho tin trnh ra quyt nh ca mt t chc bng cch xc nh m hnh v d on trong d liu khch hng cung cp cc thng tin cn thit. - Cung cp cc gii php cho cc vn ca khch hng nhm nng cao s hi lng ca h. 2.3.3 Chc nng chnh ca CRM phn tch: -Nm bt tt c cc thng tin c lin quan v thit yu v khch hng t cc knh v cc ngun khc nhau, sau tch hp tt c cc d liu ny vo mt kho lu tr trung tm. - Xc nh cc thit lp bao gm cc quy tc, phng php phn tch quy m, ti u ha mi quan h vi khch hng bng cch gii quyt nhng cu hi c t ra cho qu trnh kinh doanh. - Thc hin, trin khai cc kt qu t vic phn tch thng tin nng cao hiu qu ca h thng CRM , nng cao mi quan h, tng tc vi khch hng. - Kt hp v tch hp cc gi tr ca khch hng vi chin lc qun l kinh doanh ca t chc v gi tr ca cc bn lin quan. 2.3.4 ng dng ca CRM phn tch: Walmart p dng m hnh CRM phn tch cho h thng ca mnh:
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- Ngun d liu: N thu thp d liu t 1200 ca hng ca mnh xc nh c phn khc no h mua sm, nhng g h mua v cc chng trnh khuyn mi hiu qu nht. N lin tc c gng nng cao gi tr trung bnh ca cc gi hng ha thng qua CRM phn tch. - Tnh hung: Wal-Mart s dng phn tch m hnh d on trn d liu ca n xc nh mt hng bn chy nht trc mt cuc khng hong hoc trc mt thin nh mt cn bo sp o b: Trong trng hp ca cn bo Florida, phn tch cho thy rng nhng th c mua nhiu nht ko di vt ra ngoi cc mt hng d kin s ging nh nc, n pin. Bia l danh mc tiu th hng u ca h trong khi du ty tng gi gp by trong cuc khng hong. Bi v phn tch, Wal-Mart bit h cn phi t hng trc v c lng s lng ti u ca cc mt hng trn trong ma bo. V nh mt kt qu tt yu nh nhng yu t gip Walmart tr thnh nh bn l hng u trn th gii hin nay. ng dng ca CRM phn tch trong ngn hng thng mi: CRM trong ngn hng thng mi vi cc phn mm h tr hin nay chia lm 3 b phn c bn: Marketing, bn hng, dch v-dch v. Cc chc nng cng ngh CRM mang li thng l:

Bn hng

Dch v h Cng tr l

tr KH - Cng c T ng ha lc c Qun lng

Marketing - Cng c Qun KH tim

bn dch v h tr.nng(Lead g dy nng. - Cng c Phn tch Cngli nhun KH. li c Qun tr cc - Cng c Qun l
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hng (Sale Force-Cngc n Management). Automation). tm tr - Cng c Trung -

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KH (Call Center). - Cng c Qun tr dy chuyn cung cp (demandchain). dch v ti ch. chin dch Marketing. Cng c Emarketing. - Cc cng c t ng ha tip th khc.

Chng ta c th hnh dung ra c ch hot ng ca cc h thng CRM trong NHTM nh sau: CRM gip cho cc KH ca NHTM c th d dng trao i thng tin vi ngn hng bng nhiu loi hnh tng tc a dng. Nhng thng tin m NHTM thu nhn c s c tp trung vo cc c s d liu m h thng CRM to ra. Mt s NHTM c phn bc u trin khai cc chng trnh h tr kho d liu KH tp trung ch yu pht trin cc thng tin v KH doanh nghip. Tip theo, cc c s d liu ny s c phn tch, nh gi, tp hp ti trung tm iu hnh x l, v cng vi s h tr ca b phn Marketing, s gip cho vic xc nh, phn loi tm quan trng ca cc loi KH c chnh xc v nhanh chng hn. Chnh vic khai thc ti a v lin tc cp nht thng tin v KH, CRM trong ngn hng hin nay chnh l cng c mnh h tr cc nhn vin bn hng trong vic tm kim, cp nht v thng nht cc d kin. Nhng thng tin ny s bao gm KH cha c quan h (do cc cn b quan h KH b sung dn vo h thng ) v cc KH c t trc. Cc nhn vin quan h khch hng, cc cn b tn dng s l nhng ngi nhp cc c s d liu khch hng u vo. Vic lm ny chnh l cch m mi nhn vin bn hng t xc nh Mt m hnh mu tm kim khch hng trong CRM dnh cho cc nhn vin quan h Mt m hnh mu tm kim khch hng trong CRM dnh cho cc nhn vin quan h khch hng.. cho ring mnh, ng thi cng l cch thng bo cho ton h thng bit trnh trng lp trong vic tip cn v b sung thng tin khch hng. Khng nhng th, cc nhn vin quan h khch hng hon ton c th tm kim, khai thc cc thng tin lin quan, thng tin mang tnh cht lch s qua li gia cc doanh nghip c lu tr.
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3. c trng CRM CRM cho php nhn dng, thu ht v lm trung thnh nhng khch hng tt nht nhm t doanh s v li nhun cao hn.

CRM to dng nhng mi quan h lu di, c ngha,mang tnh c nhn vi cc CRM pht trin v hon thin cc mi quan h vi cc khch hng qua vic gia tng

khch hng, nhng ngi s to ra thu nhp cho doanh nghiptrong tng lai.

hot ng kinh doanh vi tng khch hng hin ti ca doanh nghip (cross-selling, upselling).

CRM a doanh nghip n gn cc khch hng hn, hiu r hn tng ngi,

chuyn giao gi tr ln hn cho tng ngi v lm cho tng ngi tr nn c gi tr hn ivi doanh nghip. 4. S hiu lm v CRM y l s nhm ln v CRM pht sinh mt s hiu lm dn ti nhng thch thc di y:

S hiu lm 1: CRM l c s d liu tip th.

C s d liu tip th l c lin quan vi s pht trin v khai thc d liu khch hng cho mc ch tip th. Cc cng ty thu thp d liu t mt s ngun. Nhng d liu c xc minh, lm sch, tch hp v lu tr trn cc my tnh, thng xuyn trong kho d liu hoc siu th d liu . sau h s dng cho mc ch tip th nh phn khc th trng, nhm mc tiu,cung cp cho vic pht trin v giao tip khch hng. Trong lch s, hu ht cc cng ty c t gn cc th trng h phc v v hiu bit mt thit khch hng ca h. Thng thng s phi mt i mt, thm ch ngy ngy, tng tc vi khch hng, trong hiu bit v yu cu ca khch hng v s thch ca khch hng s ngy cng tng. Tuy nhin, nu nh cng ty pht trin ln hn, h tr thnh xa cch i vi khch hng m h phc v. Xa xi khng phi l ch dn a l; n c th l vn ha. Ngay c th trng M c ngng m nht, cng ty khng phi lun lun hiu r th trng h phc v. Disney pht trin mt cng vin gn th nc Php, Paris, khng phi l mt thnh cng ban u bi v h khng cung cp gi tr mong i ca
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khch hng chu u. V d, Disney khng cung cp du khch chu u ru ti ch, tuy nhin, quen vi vic thng thc mt hoc hai ly ru vang vi thc n ca h.Trong khi , cc cng ty ln v va thc s xy dng v khai thc c s d liu khch hng, CRM l rng ln hn nhiu trong phm vi hn so vi c s d liu tip th. Rt nhiu nhng g chng ti m t trc nh phn tch CRM c s xut hin ca c s d liu tip th . Tuy nhin, vn m t chin lc hoc hot ng CRM khng tm thy trong c s d liu tip th. S hiu lm 2: CRM l mt qu trnh tip th Thot u c s cho rng, iu ny l ng, c bit l i vi nhng ngi ngh CRM c ngha l tip th quan h khch hng. Tht vy, CRM ng dng c th c s dng cho hot ng tip th nhiu phn on th trng, khch hng mua li, duy tr khch hng, khch hng pht trin (bn cho v bn hng), qun l chin dch, v qun l c hi, v d. mt mc chin lc, tuy nhin, CRM c th c s dng nh l mt cng ngh ct li h tr s mnh ca cng ty c nhiu khch hng trung tm. Cc d liu khch hng h tr mt chin lc CRM c th c chia s rng ri hn trong ton doanh nghip hn so vi chc nng tip th mt mnh. hot ng qun l c th s dng cc d liu khch hng sn xut sn phm v dch v ty chnh. Ngi qun l (ngun nhn lc) c th s dng d liu khch hng u tin tuyn dng v o to i ng cn b cho cc cng vic pha trc c giao tip vi khch hng. Qun l nghin cu v pht trin c th s dng d liu khch hng tp trung pht trin sn phm mi. D liu khch hng khng ch c th c s dng tch hp cc phng ban khc nhau trong ni b, nhng cng c th c chia s gia cc doanh nghip m rng vi cc nh cung cp v cc i tc bn ngoi . V d, Tesco, siu th hot ng quc t, c mt s mi quan h hp tc pht trin sn phm mi vi cc nh cung cp chnh. Tesco cng cng tc vi mt ngn hng chnh cung cp cc dch v ti chnh cho khch hng ca Tesco. c hai hot ng yu cu chia s thng tin v khch hng Tesco vi nh cung cp v i tc. R rng c nhiu CRM hn mt qu trnh tip th Hiu lm th 3: CRM l mt vn cng ngh thng tin
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Nhiu ngi trong vic trin khai CRM th xem nh l sng kin v IT. Hu ht cc trin khai CRM yu cu phi to ra c s d liu khch hng cht lng cao v trin cc gii php IT. Tuy nhin , iu ny khng nn c hiu lm. Qun l quan h khch hng nhm to ra gi tr tt hn cho khch hng v cng ty. Mc tiu ny ch n gin l c th thc hin bi IT. Ni rng CRM vi IT ging nh trng vn hoc ni thng ra nh ngh thut v cy c. K t khi IT nh l mt kh nng ca mc tiu kinh doanh, n thnh mt phn ca n lc qun l quan h khch hng Khng phi cc sng kin v CRM u lin quan n khon u t cho IT. Trng tm ca CRM l lm tt hn vic qun l cc mi quan h khch hng. iu ny lin quan n s thay i hnh vi trong cc nhn vin bn hng, gio dc ca nhn vin trung tm gi , v tp trung vo s cm thng v tin cy t nhn vin bn hng

S hiu lm th 4: CRM l mt chng trnh lng trung thnh. Chng trnh lng trung thnh th c ph bin trong nhiu ngnh cng nghip

chng hn nh: thu xe, hng hng khng, thc phm bn l, khch sn. Khch hng tch ly cc khong tn dng t vic mua hng. Sau c mua ti mt s im trong tng lai. Hu ht cc chng trnh lng trung thnh yu cu cc thnh vin mi hon thnh mt hnh thc ng dng khi h tham gia chng trnh. Thng tin cc nhn mang tnh cht ny thng c s dng cng vi d liu mua gip cc cng ty tr nn hiu qu trong vic truyn thng tip th v pht trin cung cp. TRong khi , mt s trin khai c lin kt vi cc chng trnh lng trung thnh ch khng phi tt c. Chng trnh lng trung thnh ng 2 vai tr trong vic trin khai CRM. u tin, h to ra d liu khch hng c th c s dng hng dn hot ng mua li, duy tr v pht trin khch hng. Th hai, chng trnh lng trung thnh c th phc v nh mt ro cn. Khch hng ngi tch ly c cc khon tn dng trong cc chng trnh c th khng thch ra khi mi quan h . Tch ly tn dng phn nh gi tr u t m khch hng thc hin trong chng trnh ny v trong mi quan h ny. Hiu lm th 5: CRM c th c thc hin bi bt c cng ty no Qu tht vy ; chin lc CRM c th thc hin trong bt k cng ty no. Mi t chc u c th c thc y bi mong mun c nhiu khch hng trung tm. Gim c
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iu hnh c th thit lp mt tm nhn, nhim v v thit lp cc gi tr mang li cho khch hng trung tm ca doanh nghip , v cng ngh CRM c th ng vai tr trong vic chuyn i . Mt s n kc chc chn c nhiu thnh cng hn so vi nhng ci khc. Ngnh cng nghip ngn hng trin khai CRM rt rng ri, nhng vn c s khc bit ng k gia cc xp hng s hi lng ca khch hng v t l duy tr khch hng trn ton ngnh cng nghip. Bt k cng ty no cng c th c gng tc hin hot ng CRM c h tr bi cng ngh CRM. Bt k cng ty no vi mt lc lng bn hng c th t ng bn hng ha ca n v lin h vi qu trnh qun l. iu ny cng ng cho qu trnh tip th v dch v. cng ngh CRM c th c s dng h tr cc chin dch tip th trn co s khch hng. N cng c th c s dng h tr vic x l truy vn, gii quyt cc vn v qun l khiu ni. tuy nhin, CRM hot ng c th c tt hn nu c h tr ca CRM phn tch. V d: cch tip cn bn hng c th khc nhau gia cc nhm khch hng khc nhau. Khch hng c gi tr tim nng cao hn s c cung cp bn hng kiu mt i mt, v khch hng c gi tr thp hn c th gp in thoi vin. CRM phn tch da trn d liu khch hng. D liu l cn thit xc nh khch hng c kh nng to ra gi tr nht trong tng lai, v phn chia cc c s khch hng thnh cc on c yu cu khc nhau. Cung cp khc nhau sau thng bo cho tng nhm khch hng ti u ca cng ty v nhm khch hng di hn. Nu nhng d liu ny mt th CRM phn tch khng th thc hin c. Cng s khng c h tr lm sn cho vic trin khai hot ng ca CRM. 5. Gi tr khch hng: Gi tr khch hng l gi tr kinh t ca khch hng i vi doanh nghip, th hin thng qua li nhun rng.

Gi tr khch hng (customer value) l ton b li ch m khch hng nhn c nh

s hu sn phm/dch v, n bao gm nhng li ch do sn phm/dch v mang li, li ch do dch v cng thm, li ch do hnh nh ca thng hiu ngi bn, li ch nh mi quan h c nhn hnh thnh. Cc chin lc gia tng gi tr c s khch hng:
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-

Chim khch hng (kim c nhng khch hng sinh li) l thc hin tin trnh Gi khch hng (nm gi lu di khch hng sinh li, ly li nhng khch hng sinh

bn v marketing khng nhng hiu qu m cn phi ph hp hn.

-

li, loi b nhng khch hng khng sinh li) t ra thch thc ln trong kinh doanh ngy nay: qun tr s hao mn khch hng. Mt s ngi cho rng iu ny n gin l cu hi ca vic tng lng trong thnh, gim t l doanh thu. Nhng thch thc cn ln hn nhiu. Gi khch hng cng l vic bit gi ng khch hng. V c bn, y l cu hi v kh nng sinh li. Nhng vn l cn bit u l khch hng sinh li v u l khch hng c th tr thnh khch hng sinh li.
-

Cui cng, nui dng khch hng l vic gia tng gi tr tn ti ca khch hng i

vi mt doanh nghip. C 2 cch pht trin khch hng l tng thi gian tn ti ca khch hng v tng tng li tc thu c t mi tng tc ca khch hng trong sut thi gian tn ti . Cch th nht n gin l tng lng trung thnh ca khch hng h gn b vi doanh nghip trong thi gian di. Cch th hai l tng li nhun trn mi giao dch, d on nhu cu ca khch hng v tc ng li hnh ng thc t ca khch hng vi s cho hng c nhn ha, thch hp. Mi tng tc vi khch hng l mt c hi xy dng quan h v pht trin gi tr khch hng. Lm th no xc nh gi tr ca khch hng: Xc nh gi tr ca khch hng l mt vic c th em li nhiu li nhun nht cho cng vic kinh doanh. Cn c vo gi tr khch hng, ta s thy c cc hot ng marketing, qung co & chm sc khch hng c th em li li nhun nh th no. Vy lm th no xc nh gi tr khch hng? Gi tr ca khch hng chnh l tng li nhun m khch hng em li trong sut qu trnh lm n bun bn. Tc l bao gm ton b doanh thu ca ln giao dch u tin v nhng ln giao dch sau, tr i cc chi ph ginh c khch hng . Gi s trong ton b qu trnh bun bn vi mt khch hng, bn nhn c $75 cho ln giao dch u tin. Sau , trong vng 2 nm, khch hng t mua tip tng cng 6 ln (3 ln/nm) vi s tin trung bnh l $300/ln giao dch, trong bn thu c $150 li.
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Khi gi tr ca khch hng c tnh nh sau: $75(li nhun ca ln giao dch u tin) cng vi $150 cho mi ln giao dch thm, s bng 75 +150 * 6 = $975 Nh vy mt khch hng bnh thng em li cho bn $975 trong mt qu trnh bun bn. Gi s bn phi chi $30 cho cc hot ng marketing v qung co ginh c khch hng , th mi ln chi ra $30 bn s thu v $975. T cc cng thc n gin trn, bn c th d dng thy c rng bn nn tng ngn sch cho qung co, marketing & chm sc khch hng. V vi ngn sch ln hn, bn s chi c nhiu hn v bn cng chi c nhiu ln $30 , bn cng thu c nhiu ln $975 li. V mt l thuyt, bn c th chi ti a $975 cho hot ng qung co & kinh doanh, khi bn s khng l m cng chng li v bn cng thu v $975. Tt nhin khng ai mun iu ny xy ra, nhng cng khng th trnh c tnh hung ny. Bi v nu tnh trung bnh, bn chi $30 ginh c mt khch hng. Nhng c nhng khch hng bn ch phi chi t hn con s $30 trung bnh , v c nhng khch hng bn phi chi nhiu hn, thm ch l $975. Tuy nhin ch l trng hp ri rc m thi. Bn cng c th dng 100% li nhun ca ln giao dch u tin ($75) qung co, marketing & chm sc khch hng, khi bn s m bo khng b l. V nu khch hng t mua thm nh gi nh trn th bn s vn thu c $975 trong 2 nm sau. Thot tin, bn c th ngh rng chi $30 thu c $975 th vn c li hn l chi $75 cng thu c $975. Nhng s tht l khi chi ra trung bnh $75 thay v $30 cho qung co, marketing & chm sc khch hng, bn s li ko c nhiu khch hng hn, v tng doanh thu ca bn s ln hn. Thm ch, c nhng doanh nhn cho rng, nn chi tt c s tin c th ginh c thm nhiu khch hng, min l s tin chi ra vn nh hn s tin s thu c t cc khch hng . H l lun rng, hy chi cho qung co, marketing & chm sc khch hng, chng no dng tin lu ng ca cn cho php lm iu . Bi v ban u li nhun s thp,

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nhng dn dn s lng cc hp ng t mua thm ca khch hng s tng ln, v li nhun s tng ln nhanh chng II. TM QUAN TRNG CA CRM . 1.Ti sao cc cng ty mun thit lp v duy tr cc mi quan h vi khch hng?
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i vi doanh nghip, vic pht trin v qun tr mi quan h vi khch hng, ng

thi cung cp nhng dch v tt nht s gip doanh nghip gia tng cc c hi bn hng v c thm nhiu khch hng trung thnh. Bn cnh , hiu r thng tin v khch hng cng gip doanh nghip gia tng li nhun v c th ct gim mt phn khng nh chi ph, thi gian trong khu marketing hay bn hng. Li ch t vic thit lp v gi chn khch hng D kinh doanh trn bt c lnh vc no, doanh nghip cng lun phi thit lp c mi quan h tt vi khch hng. y l mt trong nhng chin lc kinh doanh kh hiu qu .

Xy dng cc mi quan h vi cc t chc khch hng, hoc cc doanh nghip khc

m l khch hng ca bn l cha kho m bo doanh s bn hng thng xuyn v chc chn. Doanh nghip cng qun l tt mi lin h ca h vi khch hng th thnh cng t c s cng ln. Do , h thng cng ngh thng tin dnh ring cho vic lin h vi khch hng hng ngy ang ngy cng tr nn ph bin.Qun tr quan h khch hng khng n thun l vic ng dng cng ngh, m l chin thut tm hiu nhu cu v hnh vi ca khch hng xy dng mi quan h thn thit vi h. Nh vy, y l mt trit l kinh doanh hn l mt gii php cng ngh thit lp mi lin h vi khch hng mt cch hiu qu hn. Tuy nhin, s thnh cng ca CRM cng phi da vo cng ngh. Trong th gii thng mi hin nay, gi c lng khch hng hin ti v m rng vic kinh doanh l v cng quan trng. Chi ph tm mt khch hng mi rt ln, v vy mi khch hng ang c hin ti l thc s quan trng.To ra c hi khch hng c th lm vic vi cng ty ca bn cng nhiu cng tt, v mt cch t c iu ny l m ra nhiu knh bn hng nh: bn hng trc tip, bn hng trc tuyn, qua cc ca hng
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nhng quyn thng hiu v cc i l, Tuy nhin, cng nhiu knh bn hng c m ra th s cn thit ca vic qun l khch hng cng ln. Qun tr mi quan h vi khch hng (CRM) gip cc doanh nghip nng cao c hnh nh ca mnh i vi khch hng, v h tr cho hot ng ca doanh nghip m bo khch hng c phc v tt nht. V bn cht, CRM gip doanh nghip nhn ra gi tr ca khch hng v da vo ci thin mi quan h gia doanh nghip vi h. Cng hiu c khch hng ca bn nhiu hn, bn s p ng c nhng yu cu ca h tt hn.

Li ch ln nht ca CRM, xy dng mi lin h tt hn vi cc khch hng hin Tng doanh thu bn hng nh vo vic chn ng thi im, do d on c nhu Xc nh c nhu cu ca khch hng mt cch hiu qu hn nh vo nhng hiu C th thuyt phc c khch hng mua nhng sn phm khc lin quan (Cross-

ti, v thng qua :

o

cu khch hng da vo cc xu hng c xc nh trc .

o

bit v yu cu ca tng nhm khch hng.

o

selling) nh vic thng hiu c h nhn bit, v ta c th a ra nhiu sn phm thay th hoc nhng sn phm ci tin.
o

Xc nh nhng khch hng no c th mang li li nhun cho cng ty. L do rt r rng: chi ph tip th ca cng ty c gim, chi ph to ra giao

dch vi khch hng c thp hn nhiu so vi tm kim nhng khch hng mi. iu ny mang n cho cng ty s thun li trong vic m rng quy m kinh doanh, u t vo cc hot ng khc nhm thu li nhiu hn. Ti Anh, cc cng ty ln c th chi tiu 2 triu bng vo nghin cu, phn tch chin lc v cng vic sng to trong vic tm kim khch hng ln. Ngoi ra gim chi ph tm kim khch hng, chi ph phc v khch hng hin ti cng c xu hng gim theo thi gian. Cui cng, nh trong mt s th trng B2B, mi quan h c th tr thnh hon ton t ng. Mt s mi quan h dy chuyn, v d, s dng trao i d liu in t (EDI) hon ton t ng ha qu trnh t hng, hng tn kho v ha n, hoc pht trin cng thng tin cho php khch hng qun l vic mua ca mnh.
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Nh cung cp hiu r hn v yu cu ca khch hng. Khch hng cng n hiu

nhng g mt cng ty c th lm cho h. Do , nh cung cp xc nh v p ng tt hn yu cu ca khch hng , bn sn phm v dch v cho khch hng. Theo thi gian, khi mi quan h su sc hn, tin tng v cam kt gia cc bn c kh nng pht trin. Trong nhng trng hp ny, doanh thu v cc dng li nhun t khch hng tr nn an ton hn.

Tm li, chi ph v doanh thu hai mt ca phng trnh li nhun nh hng bi gi

chn khch hng. Mt s cng ty s dng mt m hnh khc nhau c bit n nh mt bc thang gi tr hoc cu thang gi tr gip h hiu khch hng c nh v trong nhim k ca h vi cng ty. Cc cng ty mun cc mi quan h vi khch hng: Bi v cc cng ty qun l c s khch hng ca h xc nh, p ng v duy tr li nhun khch hng tn hng kt qu kinh doanh tt hn. mc chin lc, tuy nhin, CRM c th c s dng nh mt cng ngh ct li h tr cc nhim v ca cng ty tr thnh trung tm khch hng. D liu khch hng h tr mt chin lc CRM c th c chia s rng ri trn khp cc doanh nghip hn chc nng tip th mt mnh. L do c bn cho cc cng ty mong mun xy dng cc mi quan h vi khch hng

l kinh t. cc cng ty to ra kt qu tt hn khi h qun l c s khch hng ca h xc nh, p ng v gi chn khch hng sinh li nhiu nht ca h. y l mt mc tiu quan trng ca CRM chin lc. Nhng th khc l nh nhau, mt lng khch hng ln mang li hiu qu kinh doanh tt hn. Khch hng l ngun thu nhp tim nng: Mt tng CRM ct li l 1 khch hng khng c xem y khng phi l 1 b phn cc giao dch c lp m l 1 thu nhp theo dng thi gian ca 1 cuc sng.
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2. Ti sao cc cng ty thc hin CRM? Bi v cc cng ty qun l c s khch hng ca h xc nh, p ng v duy tr li nhun khch hng kt qu kinh doanh tt hn. Ta c th k ti cc li ch sau: +Thu ht s lng khch hng ln hn +Nhim k cn cc khch hng trung bnh +Gi chn khch hng, gim chi ph tip th thu ht khch hng mi. +Hiu r hn v yu cu khch hng. +Nhiu c hi bn hng hn. 3. Ti sao khch hng mong mun c mi quan h vi cng ty? Hin nay, khch hng i hi nhiu hn cc doanh nghip v cht lng sn phm, dch v v h ch ng truyn t nhu cu ca h ti doanh nghip. H cho nhng nh qun tr bit mc gi h nh tr, h mun sn phm c thit k ra sao, mu m, lp rp, phn phi, bo qun th no.Ngi tiu dung mun c tn trng. V vy, khch hng mong mun c mi quan h vi cng ty.

4. Tm quan trng ca CRM. Kh nng p ng. i mt vi nhng s thay i v khch hng, th trng, cng ngh lu tr d liu v chc nng marketing th mi doanh nghip u cn phi xy dng mt chnh sch CRM hp l. i vi nhng thay i v khch hng: - S a dng ngy cng tng do nhng khuynh hng nhn khu v hnh vi - Khch hng eo hp v thi gian v khng thch sn phm qu phc tp - S gia tng v mong i ca khch hng v s suy gim v mc hi lng ca khch hng - Khch hng c nhiu thng tin hn v trao i thng tin ln nhau, hiu bit hn trong quyt nh mua - Khch hng so snh nhiu hn gia cc nh cung cp, cc giao dch - Khch hng quan tm cc vn x hi v mi trng xung quanh - Khch hng thch c mt quan h lm n lu di nhng suy gim v lng trung thnh
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V pha doanh nghip, h nhn ra rng h thc s bit rt t hoc chng bit g v khch hng c nhn v vy khng ngng n lc c ci nhn c th hn nhu cu ca mi khch hng. Nhng thay i v th trng: - S cnh tranh khch hng mnh m gia cc doanh nghip - S phn ha ca cc th trng - Khng tn ti s phn bit da vo cht lng sn phNm - S lc hu nhanh chng ca cc sn phNm Ngy nay CRM cn b sung gi tr cho cc khch hng bng vic cung ng cc sn phm c bit ha, nh hng chin lc kinh doanh theo khch hng duy tr th phn. Nhng thay i v cng ngh lu tr d liu: - Cng ngh tt hn, r hn v kh nng lu tr ln hn - S gia tng v nhu cu lu tr d liu - S ph cp ca kho d liu Nhng thay i v chc nng marketing: - S trn ngp cc phng tin giao tip vi khch hng (email, telephone, internet, knh trc tip) - Cc k thut nh gi khng cn quan trng do tn ti nhiu chng trnh khch hng trung thnh, khch hng c nhiu thng tin v sn phNm v gi. - Tc dng ca qung co trn mt s phng tin gim. Kh nng nhn bit: CRM cho php nhn bit cc khch hng c lng trung thnh cao cng nh hiu chnh cc sn phm to lng trung thnh. Kh nng tng gi tr khch hng: CRM cho php lm cho khch hng c gi tr hn qua vic khch hng mua nhiu hn, thng xuyn hn, nhiu loi sn phNm hn. Chi ph tc nghip, phc v cng nhng sai st trong phc v khch hng cng gim. Bn cnh l s gia tng nng sut v s nhit tnh ca nhn vin phc v, gii thiu ca cc khch hng tha mn, gim chi ph truyn thng c ng. Doanh nghip cn c c nhiu thng tin hn cng mc gi bn cao c th chp nhn.
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Bng 1.1 S dch chuyn t mass-marketing sang CRM Mass-marketing Khch hng khuyt danh Sn phm chun ha Sn xut hng lot Thng ip mang tnh i chng Truyn thng mt chiu Phn th trng (market share) Chnh sch cho cc th trng trng im li Qun tr sn phm Chin lc phn bit sn phm Bn sn phm cho cc khch hng Tm khch hng mi T sut li nhun trn doanh s Qun tr khch hng Chin lc phn bit khch hng Hp tc vi cc khch hng Tm giao dch mi t khch hng hin ti T sut li nhun trn khch hng CRM Khch hng c nhn dng Cung ng c nhn ha Lm theo t hng (make-to-order) Thng ip mang tnh c nhn Truyn thng tng tc Phn khch hng (share of customer) Chnh sch cho tng khch hng sinh

Chng ta ly v d sn phm p ng ng nhng g khch hng ch i. n c chui ca hng c-ph Highlands, mt trong nhng a im thi thng ca lp tr trung lu thnh th hin nay. Highlands khng n thun l im bn c-ph. cn l ni ngi ta c thng thc khong khng gian th gin, m nhc tr trung, l im hn bn b, ni doanh nhn gp g bn bc chuyn lm nTch c-ph khng cn ch l mt mn ung. l mt th vn ha thng thc. Chnh nt ngh thut ny thu ht khch hng n vi Highlands. Ung c-ph ti Highlands cng lc p ng nhiu nhu cu ca khch hng: gii tr, gii kht, th gin, giao lu vi mi ngi Nhc n thng hiu c-ph Highlands, ta tng tng n nhng nhn vin vn phng n mc lch s, nhm nhp ly c-ph bc khi trong chic gh bnh m i, kh khng trao i cu chuyn lm n. y khng c ting ni ci n , khng c nhng ngi lum thum trong chic o c c sn, cu bn xy dng c hnh nh , ngi to dng ra Highlands khng s dng nhng phng tin qung co i chng nh ti-vi, bo iCc ca hng Highlands dng mu sc v logo thng nht, trang phc cho nhn vin phc v c mu thng nht, cch trang tr ca hng thng nht. Highlands lun c mt nhng im c ng nhn vin vn phng lm vic, rt d thu ht khch hng. Thc n
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ng nht, cht lng mi ca hng, u nh nhauV th, khch hng ca Highlands d bc chn vo bt c ca hng khc nhau no ca Highlands cng u c cm gic thn quen nh nhau. III. NHNG T TNG V QUAN H KHCH HNG 1.Mi quan h l g? "R" trong CRM l vit tt ca "mi quan h". Nhng nhng g chng tht s c ngha bi biu hin ca mt mi quan h. Mt mi quan h gia khch hng v nh cung cp l g? Suy ngh v mt mi quan h cp i, l mt mi quan h gia hai bn, chng ta c th xc nh mt mi quan h nh sau: Mt mi quan h bao gm hng lot cc tnh tit gia cc bn theo thi gian. Mi mt tnh tit l hng lot cc tng tc, c rng buc bi thi gian( bt u v kt thc ) v ng ghi nh. Mi mt tnh tit c hiu nh l vic mua hng, tm hiu sn phm, t li mt bo gi, thc hin cuc gi bn hng, gii quyt khiu ni v chi mt vng n sn golf to thnh mt mi quan h. Mi quan h kinh doanh c to thnh t cc nhim v v cc quan h trong x hi. Trong mi tnh tit, mi ngi tham gia s hnh ng tng tc v hng ti ngi khc. Ni dung ca mi tnh tit l hng lot cc hnh vi giao tip trong c ting ni, hnh ng v ngn ng c th. Mc d hai bn tham gia ang trong mt mi quan h nhng h c th c nhng tng khc nhau. Ngi mua c th ngh l h ang gp kh khn trong qu trnh giao dch cn ngi bn th cm thy rng h xy dng c mt mi quan h. 2.c im ca mt mi quan h: Mt khch hng v mt doanh nghip c quan h vi nhau ngha l g? Khch hng c quan h vi doanh nghip khng bit v h khng? Doanh nghip c th c gi l c quan h vi khch hng m h khng bit khng? Khch hng c th c quan h vi mt nhn hiu khng? C l vic quan h ca mt khch hng vi mt nhn hiu chnh xc hn c m t l thi ca khch hng hay khuynh hng ca h i vi nhn hiu.
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Mc tiu kinh doanh ca doanh nghip phi bao gm vic thit lp nhng quan h ngha v sinh li t nht l vi phn ln khch hng gi tr, lm cho ton b c s khch hng gi tr hn. Ni ngn gn, doanh nghip phn u chim c khch hng, gi khch hng trong thi gian di, v pht trin gi tr ca khch hng i vi doanh nghip. 2.1. Cc yu t ca mt quan h tt Khi cp n quan h gia doanh nghip v khch hng, ch l phi thng nht nhng nhn t to nn quan h chn thnh. iu quan trng l chng ta hiu nh ngha quan h gip cng ty thnh cng trong cnh tranh v quy m khch hng nh th no. V vy, tt hn l chun b mt s t, lit k nhng yu t cht lng c th m t mt quan h gia doanh nghip v khch hng. u tin, mt quan h phi c s qua li. Trong bt c s giao thip no c xem l mt quan h, c hai bn phi tham gia v nhn thc c s tn ti ca quan h . iu ny c ngha l bn cht quan h vn phi c tnh hai chiu. Chng ta khng th c quan h vi mt ngi khng thy c quan h vi bn. Nhng c s khc bit rt ln gia vic c nhng hot ng cu thnh mt quan h vi khch hng hay khng. Liu mt ngi c th c quan h thc s vi mt nhn hiu khng? C, nhng khng xy ra do khch hng thch nhn hiu v mua lp li. Mt khch hng c th c cm gic rt thch mt nhn hiu nhng mt quan h gia khch hng v nhn hiu ch c th gi l tn ti nu nhn hiu (hay doanh nghip qun l nhn hiu) cng thc c s tn ti ca c nhn khch hng , hnh thnh mt nh ngha mi v nhn bit nhn hiu. Tip theo, quan h phi c s tng tc. Khi hai bn tng tc, h trao i thng tin, v s trao i ny l phng tin ch yu xy dng quan h. ng nhin iu ny cng th hin s qua li. Nhng nhng tng tc khng phi qua in thoi hay phm vi c nhn hay qua mng. Mt tng tc xy ra khi khch hng mua sn phm t cng ty bn sn phm . Mi tng tc li tng lng thng tin trong quan h. c im th ba ca mt quan h l bn cht lp i lp li. Ngha l k t khi hai bn c tng tc qua li, chnh nhng tng tc to nn mt lch s, qua thi gian gi l bi cnh. Mt thc t th hin bn cht lp li ca quan h khch hng l n to nn s thun
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tin cho khch hng khi tip tc quan h. Amazon.com nh s thch v sch ca khch hng, a ch, s th tn dng da trn nhng giao dch trc ca h. mua cun sch tip theo t Amazon.com, khch hng ch cn tm sch v kch chut vo. Nu mua , h c th khng cn tm c cun khc, Amazon c th tm thay cho khch hng. Bi cnh ca quan h cng thun li, khch hng cng kh quan h vi ni khc v do c nhiu khch hng trung thnh hn. Th t, quan h to ra li ch lin tc cho c hai bn. S thun tin ca khch hng l mt trong s nhng ch li nhng khng phi l li ch duy nht. Tham gia mt quan h cn lin quan n chi ph, thi gian, cng sc v s khng ai cam kt quan h lu di nu khng c li nhun lin tc b p chi ph. Tuy nhin, do bi cnh ca quan h v li nhun lin tc cho c hai bn, mi bn trong quan h phi c ng c khc phc nhng sai st. Gi tr tng lai m mi bn mong i t vic tip tc quan h c th d dng vt ra c chi ph sa cha sai lm hin ti. Quan h cng cn c s thay i trong hnh vi c hai bn c tip tc. Sau tt c, iu dn dt li ch lin tc ca quan h khng ch l bi cnh ca n lch s tng tc ca quan h, s pht trin qua thi gian m cn l hnh ng ph hp trong tng lai ca mi bn phn nh bi cnh lch s. y l c im quan trng, ring r bi doanh nghip i khi sai lm khi cho rng tng tc vi khch hng ch cn din ra hng ngy, giao thip rng, thc hin theo cch nh nhau i vi mi khch hng. Nhng tr khi nhng hnh ng ca doanh nghip hng n mt khch hng c th c p ng ng nh mong i bng cch no , s khng c li nhun lin tc cho khch hng, v khch hng tt nhin c th khng tip tc quan h. Cn mt c im khc ca quan h l s duy nht. Mi quan h rt khc nhau. Quan h c thit lp vi c nhn m khng phi l tp th. Do , mt doanh nghip tm kim s tha thun ca khch hng trong quan h phi c chuNn b tham gia vo nhng tng tc khc nhau, lch s khc nhau v nhng cam kt hnh vi khc nhau hng n nhng khch hng khc nhau. Cui cng, yu cu khng th thiu v l kt qu ca mt quan h thnh cng, lin tc chnh l lng tin. Lng tin t n l mt ti sn cht lng, nhng y c bn l thc
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rng khi khch hng pht trin quan h vi mt doanh nghip, khch hng c khuynh hng ngy cng tin vo doanh nghip v hnh ng theo s thch ca mnh. Lng tin v s yu mn, s tha mn u l nhng cm gic t pha khch hng i vi cng ty m h c quan h. H to ra nhiu yu t cm xc hn trong quan h, nhng mt cng ty bit nm bt v s dng nhng yu t ny mt cch c li s phi tng thch vi vn ha v hnh vi ca h to ra v duy tr lng tin ca khch hng. 2.2. Quan h hiu bit S trao i gia khch hng v doanh nghip tr thnh cng sinh li, chng hn khch hng cung cp thng tin phn hi dch v c c nhn ha, p ng nhu cu c nhn ca h. Tng tc ny to nn c s ca Quan h hiu bit, c th l i thoi hp tc gia doanh nghip v khch hng pht trin ngy cng nhanh hn vi mi giao dch thnh cng. Chin lc c bn ng sau Quan h hiu bit l doanh nghip em n cho khch hng mt c hi truyn cho cng ty bit h mun g, ghi nh, p li khch hng v gi c cng vic kinh doanh. Khch hng truyn cng nhiu th doanh nghip cng cung cp chnh xc nhng g khch hng mun v khch hng cng u t vo mi quan h. Nh vy, khch hng s chn vic tip tc quan h vi cng ty hn l tn thm thi gian v n lc thit lp mt quan h tng t vi ni khc. C th, nu bn l khch hng ca ti v ti bn ni vi ti, ti ghi nh nhng g bn ni v ngy cng hiu bn nhanh hn. Ti bit vi iu v bn m i th cnh tranh ca ti khng bit. V vy ti c th lm iu m i th cnh tranh ca ti khng lm c v h khng hiu bn bng ti. Chng bao lu, bn c c nhng g t ti m bn khng th c c bt c u khc bng bt k gi no. Ch t th bn s phi bt u li tt c nhng vic s tn km hn l li vi ti. Ngay c khi i th cnh tranh c cng kh nng thit lp quan h, mt khch hng c quan h vi mt cng ty s phi tn thi gian v cng sc i khi rt nhiu thi gian v cng sc cho i th cnh tranh bit cng ty hin ti hiu g v mnh. iu ny to ra mt mc chi ph chuyn i ng k cho khch hng. Kt qu l khch hng trung thnh hn vi cng ty bi n gin cng l li ch ca chnh h. Khi quan h tin trin, li nhun ca khch hng cng gia tng v doanh nghip tr nn c gi hn vi h, khin
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doanh nghip duy tr c li rng vi khch hng, trong khi gim c chi ph phc v khch hng . Trong mt Quan h hiu bit, doanh nghip hiu tng khch hng qua nhng giao dch v tng tc ca khch hng sut qu trnh kinh doanh. Khch hng ngc li cng hiu doanh nghip qua nhng tri nghim mua thnh cng v nhng tng tc khc. Do , ngoi vic tng lng trung thnh ca khch hng, Quan h hiu bit cn em li 2 li ch khc: - Mt l, khch hng r hn s thch ca mnh qua mi tri nghim v phc p ca doanh nghip, do c th mua sm hay gii quyt mt s vn ca cuc sng hiu qu v hp l hn trc kia. - Hai l, doanh nghip r hn im mnh v im yu ca mnh qua mi tng tc v phn hi ca khch hng, v do c th tip th, truyn thng v gii quyt mt s vn v sch lc hay chin lc hiu qu v hp l hn trc kia. Qun tr quan h khch hng hiu qu l vic thc hin khng ch gii hn sn phm dch v. Khi thit lp mt Quan h hiu bit c tinh tng tc vi khch hng c gi tr, nhng doanh nghip c chin lc khch hng ghi nh nhu cu c th ca khch hng v sn phm, cng nh hng ha, dch v, thng tin xung quanh sn phNm nh khch hng thch ha n th no, sn phm c ng gi nh th no. Doanh nghip c th ngh v n nh gi dch v ph thuc, thi gian giao, k hoch chuyn hng, nhng cn nhc v cp nht c nhn v nhng c tnh khc. Cha kha ca doanh nghip l tp trung vo vic ty bin theo tng nhu cu c nhn ca khch hng. Khi khch hng cho doanh nghip bit iu h mun th khch hng v doanh nghip thc cht l ang hp tc trong vic bn sn phm. Khch hng cng phn hi nhiu th cng t mun b i. Cha kha l thit k sn phm dch v, thng tin sao cho khch hng hnh din, khch hng v nh tip th s phi hp tc c c sn phm, dch v hay li nhun. Quan h hiu bit khin doanh nghip t phi tn cng to nim ham thch t pha khch hng i vi mt sn phm hay nhn hiu c th v n lc hn c kh nng nh v phn phi da trn nhng tng tc trc y vi khch hng. Quan h hiu bit i khi cng da trn lng tin c hu gia khch hng v doanh nghip. Chng hn khch
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hng c th cho s th tn dng cho doanh nghip lu li v dng vo cc giao dch sau. Khch hng tin tng cng ty s gi b mt s th tn dng ca mnh. iu ny s gip vic mua bn c d hn, nhanh hn v ln sau khch hng khng mt thi gian c li s th tn dng. 3. Tm quan trng ca s tin tng v cam kt trong mt mi quan h. C rt nhiu yu t m t mt mi quan h nh s qua li, tnh lin tc, s lp i lp liMi mi quan h rt khc nhau, quan h c thit lp gia c nhn m khng phi tp th. Nhng c im chung ca mt mi quan h, yu cu khng th thiu v l kt qu ca mt quan h thnh cng, lin tc chnh l lng tin,s tin tng. Lng tin, s tin tng ln nhau rt quan trng trong vic to dng v duy tr mi quan h. s tin tng t n l mt ti sn cht lng, nhng y c bn l thc rng khi khch hng pht trin quan h vi mt khi khch hng pht trin quan h vi mt doanh nghip, khch hng c khuynh hng ngy cng tin vo doanh nghip v hnh ng theo s thch ca mnh. S tin tng v s yu mn, s tha mn u l nhng cm gic t phia khch hng i vi cng ty m h c quan h. H to ra nhiu yu t cm xc hn trong quan h, nhng mt cng ty bit nm bt v s dng yu t ny mt cch c li s phi tng thch vi vn ha v hnh vi ca h to ra v duy tr lng tin ca khch hng. V mt yu t na c phn quan trng trong hnh thnh quan h l su cam kt. l nim tin rng s quan trng cu vic m bo cho n lc ti qua duy tr mt mi quan h l tt yu. Ging nh s tin tng, s cam kt c xem l yu t quan trng trong vic hnh thnh quan h khch hng. Morgan v Hunt cho rng S hin din ca s cam kt v lng tin trong quan h l yu t then cht marketing quan h thnh cng..S tha thun v lng tin d dt n hnh vi hp tc mt cch trc tip, to nn thnh cng ca marketing quan h. Nhn chung, c hai dng khc nhau cu s cam kt: tnh ton v cm tnh . Cam kt tnh ton l kt qu ca php phn tch kinh t v chi ph v li nhun khi cam kt. Cam kt tnh ton c nh hng tiu cc n lng tin v da trn chi ph, li nhun tnh ton. Do n khng c ch cho quan h thnh cng, lu di v ngc li, cam kt cm tnh da trn vic duy tr quan h khng ch v li nhun kinh t ngn hn m v mi bn cm thy su gn b
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v cm xc hay tm l i vi bn kia.Cam kt cm tnh c quan h tch cc i vi lng tin v do gip quan h lu bn hn, gim khuynh hng c hi v sn sng gii quyt mu thun theo cch ha gii cho c i bn. S cam kt khng d thc hin, nn cc bn tm kim quan h vi bn m h ng tin. V vy, lng tin l nhn t tc ng mnh n cam kt. Tng t, cam kt v trao i thng tin m c th to ra thi tch cc i vi cc bn quan h v c th tng cng li ch t quan h. Cc bn quan h th hin kh nng cung cp li ch mang mnh hn s c bn kai nh gi cao v bn kia s vui v khi cam kt quan h. Cui cng , cc bn quan h c u th khng c th on ngay c khi h c th s c nh gi tch cc, do tng kh nng cam kt cho mt quan h lu di. S tin tng v cam kt c vai tr rt quan trng trong mt mi quan h.N tc ng, c nh hng ln nhau gp phn lm cho mi quan h tr nn gn gi, gn b v tr nn tt hn, bn vng hn.

4. Lm th no s hi lng ca khch hng, lng trung thnh ca khch hng v hiu qu kinh doanh c kt ni vi nhau? Khi cp n quan h gia doanh nghip v khch hng iu quan trng nht l phi thng nht, phi kt ni, lin h nhng nhn t to nn quan h chn thnh, quan h tt. C th chng ta phi quan tm n vic kt ni, xy dng s hi lng ca khch hng, lng trung thnh ca khch hng v hiu qu kinh doanh thnh mt th thng nht, c tc ng qua li vi nhau, cng h tr nhau xy dng nn mt mi quan h bn vng, tt p. S hi lng ng vai tr bao qut trong vic hnh thnh quan h, n thuc v trc gic. Mt khch hng khng tha mn s tm cch thay th nh cung cp khc nu c. V ngc li, khch hng tha mn c khuynh hng duy tr quan h. Trong khi phi tha nhn rng c quan h tch cc gia khch hng hi lng vi khch hng trung thnh th quan h gia khch hng hi lng v s lu bn ca quan h phc tp hn. V s hi lng ca khch hng ty thuc vo hiu qu hay li ch ca sn phm, dch v mang li so vi nhng g m h k vng. Nu hiu qu sn phm dch v mang li thp
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hn so vi k vng, khch hng s bt mn. Nu hiu qu sn phm dch v khp vi k vng, khch hng s hi lng. Nu hiu qu sn phm dch v mang li cao hn c k vng, khch hng s ht sc hi lng v vui mng, v nh th c hi m doanh nghip c thm khch hng trung thnh s tng ln.V nh th, hiu qu kinh doanh s c tng ln r rt. Vi nhng mi lin h cht ch gia s hi lng, lng trung thnh v hiu qu kinh doanh, nn cc doanh nghip lun c gng tm ra nhng l do khin khch hng khoogn hi lng m khng lm khch hng kh chu hay hon ton mt khch hng. V h lun c gng tm cch lin kt cc vn ny vi nhau, c nh mong mun th trc ht Doanh nghip cn bt u xc nh mt chin lc CRM, c nhng khch hng trung thnh, gn b c i vi doanh nghip th bn thn doanh nghip cn cho khch hng thy rng doanh nghip s dnh tt c nhng g tt nht cho h ch khng phi cho mc ch li nhun ca doanh nghip.Khi lm c iu ny th doanh nghip mi t c hiu qu kinh doanh tt nht. Di y l mt s bin php m doanh nghip c th p dng gi chn khch hng, gn kt cc yu t trn vi nhau mt cch hiu qu v cht ch: + Cn tr li cu hi Khch hng cn g?Doanh nghip c th p ng nhu cu khch hng hay khng? Bn nn nh, ng bt u t li ch ca doanh nghip. Hy hiu rng bn quan tm ti s thch, nhu cu ca khch hng bao nhiu th li nhun ca bn s tng ln by nhiu. Vn bit mc tiu chnh ca doanh nghip l li nhun, nhng li nhun s n t nhng khch hng thng xuyn ca doanh nghip. + Chn thnh, ci m, n gin, bit lng nghe, gi li ha C qu nhiu doanh nghip ch quan tm ti vic lm th no gi chn khch hng m qun mt rng chnh sn phm hay dch v ca h li khng p ng c nhu cu ca khch hng. Hy chc chn rng nhng g bn lm xng ng c p tr bi lng trung thnh ca khch hng; cn phi tip tc nui dng lng trung thnh . iu c bit quan trng l cn phi n gin ho mi chuyn khi tip xc vi khch hng. + Ni phi i i vi lm

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Doanh nghip cn t mnh vo v tr khch hng v i x vi h ng nh nhng g bn mong mun n nhn; sau c th pht trin hn na m theo mt cch ni c in: vt qu s mong i ca khch hng. Khch hng cn c nhng l do gn b lu di vi doanh nghip. Sn phm hay dch v tt l nhng li th tuyt vi tuy nhin u i chnh l cng c tt nht gi chn khch hng. Nhng phng thc u i a ra, c th chng tn qu nhiu chi ph, v nh vic gim gi cho khch hng vi nhng ln mua hng sau ca h. Hy hiu rng, lng trung thnh ca khch hng cn c nh gi cao v n p xng ng. + Khng c nhn vin trung thnh, khng c khch hng trung thnh Doanh nghip cng cn tip tc nui dng nhn vin, y l mt cch lm khng mi nhng hiu qu. Nghin cu ch ra rng mi quan h c nhn vi cc nhn vin chnh l cha kho gi chn khch hng trung thnh, v khi mt nhn vin cm thy tho mn, h s khin cho khch hng quay li. Bn cng nn i x vi nhn vin nh nhng g bn mong mun c n nhn khi bn v tr ca h. L tt nhin, nhng nhn vin trung thnh cng cn c nh gi cao v khen thng xng ng, nu doanh nghip khng th c nhng nhn vin trung thnh, h cng chng c cch no gi chn khch hng. + Khc bit ho hot ng Marketing Phn ln khch hng cm thy kh chu khi hm th ca h trn ngp th qung co hoc phi nhn v vn nhng cuc in thoi qung co. Cch tt nht l tin hnh nhng cuc kho st t tm kim nhng khch hng trung thnh. Mt khi doang nghip nhn din c khch hng tt nht ca mnh, cng vic mi thc s bt u hy tm cch thuyt phc h gn b lu di vi doanh nghip. Khi doanh nghip mang li nhng gi tr thc s cho khch hng, h s quay li vo ln sau. + Trn trng gi tr ca khch hng Tht sai lm khi quan nim rng bt k ai cng c th tr thnh khch hng lu nm ca doanh nghip. iu quan trng l doanh nghip c th nhn ra nhng khch hng trung thnh gia v s khch hng m doanh nghip tip xc. + S dng hiu qu h thng CRM nhng ng b l thuc vo CRM ng b chi phi bi cc nh t vn. Hy s dng h, i khi h l ngi am hiu v k
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thut ny r hn bn. iu hnh h thng CRM da trn chnh nhu cu ca khch hng. mi ch l mc tiu ch cha phi im kt thc ca mi chuyn. 5.Thuyt quan h - Ngun gc tm l ca thuyt quan h x hi Ch l hp l, cho php ngi ta hiu r hn khch hng mun g trong giao thip Nhng yu t ng gp vo s pht trin v duy tr nhng quan h c nhn doanh nghip hay t chc khc. Nu khc phc c quan im s si v vic xy dng quan h p t vi khch hng, nh qun tr s hiu rng quan h l 1 khi nim cm xc. Mt quan h hnh thc n gin nht theo khch hnh l da trn cm gic v cm xc. Quan h khng thuc v hnh vi, nhng hnh vi l kt qu ca quan h, khng phi quan h kt qu hnh vi bt ngun t vic to quan h. Mt s doanh nghip c khuynh hng nhm ln hnh vi vi lng trung thnh. Ch v khch hng mua nhiu mt hng t doanh nghip, hay mua thng xuyn khng c ngha l h trung thnh hoc quan h tn ti. ch l mc cao ca lng trung thnh mang tnh hnh vi m khng phi l lng trung thnh cm xc. Chng hn rt nhiu khch hng mua nhiu tp ha t siu th gn nh. H mua hng hng tun hay c th nhiu nm, khi c hi ti sao h trung thnh,khch hng s cp n nhng yu t nh v tr thun li, hot ng 24/24, bi xe rng, t phi ch khi thanh tonTt c nhng yu t lin quan n yu t thc dng nhiu hn khin h mua li. Nhng khch hng ny c lng trung thnh thc dng. Vi lng trung thnh thc dng, 1 yu t vng mt cn ch l thc gn b vi doanh nghip. Khng c s gn kt cm xc no. Nu chuyn n thnh ph hay th trn mi, khch hng s tm kim 1 siu th thun li cho vic mua sm. Lng trung thnh ca h d mt, khng h c quan h theo quan im v pha khch hng. Vi nhng khch hng cng mua sm thng xuyn 1 siu th nm gn 2 hay 3 siu th cnh tranh th ngc li. H mua sm v h cm thy thoi mi, h quen vi ngi thanh ton, hay c th n ung cafe vi bn b. l lng trung thnh cm tnh, mt s gn kt gia khch hng v doanh nghip, s lin kt lu di khng da trn nhng
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nhn t thc dng m l nhn t cm xc tht. Khi nhng khch hng ny chuyn ch , h tm chi nhnh ca siu th ,lng trung thnh ca h t b mt i hn. Cc yu t cu thnh quan h S tn nhim S tn nhim c xem l s t tin ca mt bn vo s ng tin, tnh lu bn, trung thc trong quan h vi bn kia v tin rng hnh ng ca bn kia mang li li ch nhiu nht cng kt qu tch cc cho bn t s tn nhim. S hin din ca s tn nhim l yu t then cht cho quan h thnh cng. Nim tin ca s tn nhim rt quan trng, bao gm S hp tc: s tin cy lm gim cm gic khng chc chn v ri ro, do vic hnh ng tng cng s hp tc gia cc bn quan h. S cam kt: cam kt rt d khng c thc hin, nn ch hnh thnh vi bn ng tin. Tnh lu bn ca quan h: s tin cy khic cc bn quan h n lc gi gn quan h v vt qua nhng cm d ch c li tc thi hay nhng hnh ng mang tnh c hi. Cht lng: bn t nim tin c khuynh hng nhn v s dng thng tin t mt ngun ng tin, v khai thc li ch t thng tin S tn nhim r rang l rt tt v quan trng i vi nhng ai mong mun thit lp mt quan h. Tuy nhin, tr thnh mt bn ng tin khng h d v cn s phi hp. Nhng yu t sau y ng vai tr chnh trong vic hnh thnh s tn nhim: Gi tr chia s: l yu t c bn pht trin s tn nhim S ph thuc ln nhau: s ph thuc bn kia l im yu. gim ri ro lin quan, cc bn s theo ui quan h vi bn m c th tin tng c. S giao thip cht lng: giao thip rng v thng xuyn d chnh thc hay khng chnh thc u c li cho vic t c mong i, gii quyt tranh chp v gim s khng chc chn lin quan ti nhng trao i. Hnh vi khng mang tnh c hi: hnh vi c hi ch yu trong nhng giao dich ri rc, ngha l ch c li nhun ti a mt ln duy nht. S cam kt

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Blog th hai trong qu trnh hnh thnh quan h l s cam kt. S quan trng ca vic m bo cho n lc ti a duy tr mt quan h l tt yu. Ging nh lng tin, s cam kt c xem l yu t quan trng trong vic hnh thnh quan h khch hng . C hai dng khc nhau ca s cam kt: tnh ton v cm tnh Cam kt tnh ton l kt qu ca php phn tch kinh t v chi ph v li nhun khi cam kt. Cam kt tnh ton c nh hng tiu cc n lng tin v da trn chi ph, li nhun tnh ton. Do n khng c ch cho quan h thnh cng lu di. Ngc li, cam kt cm tnh da trn vic duy tr quan h khng ch v li nhun kinh t ngn hn m v mi bn cm thy s gn b v cm xc hay tm l i vi bn kia. Cam kt cm tnh c quan h tch cc vi lng tin do gip quan h lu bn hn,gim khuynh hng c hi v sn sng gii quyt nhng mu thun theo cch ha gii c i bn. Do s cam kt khng d thc hin, cc bn tm kim quan h vi bn m h ng tin. V vy lng tin l nhn t tc ng mnh n cam kt. Tng t cc bn cam kt v trao i thng tin m c th to ra thi tch cc i vi cc bn quan h v c th tng cng li ch t quan h. Cc bn quan h th hin kh nng cung cp mnh hn s c bn kia nh gi cao v bn kia s vui v cam kt quan h. Cui cng, cc bn c u th khng c th on ngay c khi h c th c nh gi tch cc, do tng kh nng cam kt cho mt quan h lu di. S hi lng Blog th ba to nn quan h l s hi lng. S hi lng khch hng ng vai tr bao qut trong vic hnh thnh quan h, n thuc v trc gic. Mt khch hng khng tha mn s tm cch thay th nh cng cp khc nu c. V ngc li, khch hng tha mn c khuynh hng duy tr quan h. Khi doanh nghip tm kim nhng phng thc hiu qu c quan h vi khch hng th rt nhiu doanh nghip s dng cng c truyn thng nh gi s hi lng ca khch hng trong khi nhng cng c lu nay dng tm hiu nhn thc ca khch hng v sn phm v dch v.

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Tp trung vo vic ci thin tri nghim ca khch hng khng nn xem l chi ph gim ri ro t phi khch hng. Thc s khch hng lu di c quan h hi lng thng nh gi nhng vn tiu cc gn y da trn mc hi lng trc . Do vy, tm quan trng ca khch hng lu bn nn c ch hn l vic ngn cn nhng vn tiu cc. Khng chc chn v s ph thuc Hai bin nh hng ti qu trnh hnh thnh quan h l mc khng chc chn ca mi trng v cc bn b ph thuc ln nhau. S ph thuc c xem l s kin ngu nhin i vi vic hnh thnh quan h, i km vi s khan him ti nguyn. Quan h c hnh thnh khi mi bn cn thit phi s dng ti nguyn vi bn kia. Khi s ph thuc ng vai tr quan trng trong s pht trin quan h lu di th khng c kh nng duy tr quan h. Mt yu t cho lng tin cng cn thit cho mt quan h lu di. Trung thc Trong khi cht lng quan h l ci g ch quan th o lng cht lng quan h da trn mc lng tin, cam kt v kh nng gii quyt xung t hiu qu l hp l. Nhn thc v tnh trung thc ca quan h cng nng cao cht lng quan h. C hai dng khc nhau ca tnh trung thc: phn bit v h tc Tnh trung thc phn bit da trn nhn thc v li ch quan h i vi s bt buc hay ngha v, do ch trng vo kt qu hn. Tnh trung thc th tc da trn nhn thc v th tc v nhng tin trnh hp l, do ch trng vo hnh vi, s c lp ca kt qu hn. Trong hai loi th tnh trung thc h tc c tc ng mnh n s pht trin ca lng tin v s cam kt hn, do nhn t mnh hn i vi s pht trin ca quan h di hn hiu qu. S cn i S cn i trong quan h th hin mc bnh ng gia cc bn quan h. Nhng quan h cn i bn vng hn, bi s khng cn i s hy hoi s cn bng v ni lc v to ng lc cho bn mnh hn hng li t bn yu, c bit trong iu kin kinh t kh khn.
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S tng ng v li ch mnh nht khi quan h cn i. S ph thuc c tnh khng cn i l mt hnh thc t bit ca s cn i. tng cht lng quan h, cc thnh vin nn theo ui mc bt cn i thp hn v tng mc ph thuc ln nhau. Nn ch rng s tn nhim v s cam kt c th pht trin trong quan h bt cn i, nu bn yu th c i x cng bng , tn trng. CRM mnh v l lun nhng c th kh trong thc tin. Mi mt CRM u b nh hng bi hiu bit ca doanh nghip v quan h. Doanh nghip phi nghin cu v lnh hi c nhng nn tng ct yu ca quan h ni chung v nhng nn tng ct yu ca quan h hiu bit trc khi t mnh thc hin CRM. Quan h v vai tr ca quan h trong kinh doanh khc nhau, nhng c hai u kin quan n vic to nn mt khun kh cho CRM. Jim Barnes cho rng quan h gia doanh nghip v khch hng c th tn ti bn cp -Thn thit -Mt i mt -Khng thn mt -Khng lin lc 6. Qu trnh pht trin quan h Suy ngh v thuyt quan h Quan h gia c nhn c hnh thnh qua mt h thng , gm nhiu giai on. D qu trnh c th khc nhau, nhng yu t cu thnh chnh l: s nhn din, thit lp quan h , thu nhp thng tin,tng tc ban u v tng cng tng tc nh cam kt. Cc dng trao i mua bn Khng phi tt c nhng trao i mua bn u tiu biu cho quan h. Mt s ch n thun c tnh giao dch. Trong t chc tp trung v vic bn sn phm, mi bn giao dch l ri rc, khng c tng quan vi bt c giao dch no trc y hay tng lai. Do , s tao i c th c xem l tn ti trn mt th lin tc gia nhng giao dich ri rc, c tnh quan h hay, c tnh cng tc, trao i vi bn kia.

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Khi nim mt quan h ri rc lin quan ti ti chnh ca mi bn, d dng o lng c v hon ton khng c yu t quan h. N c m t bng giao thip hu hn v ni dung hn hp. hnh thc tru tng, l mt s trao i tc thi gia bn xa li s rt him khi tng tc trong tng lai. kha cnh kinh t,giao dch l mt tr chi v ngha.s trao i cng c tnh quan h hn khi dch chuyn sang phi. 6.1. Qu trnh tip din giao dch quan h Ri rc(c tnh giao dch)

c tnh quan h(hp tc)

V d mt giao dch ri rc: tng tng mt khch hng vng lai i qua mt thnh ph, dng li mua 5 gallon xng v tr 6 la tin mt cho mt trm xng. Giao dich ny l ri rc. Khng c giao dich no trc , khng sao bit ai thc hin v khng on trc c tng lai. S trao i ngy cng c tnh quan h hn khi dch chuyn sang phi. C th khch hng li i du lch, s cy xng vo cng mt hng. Vi khch hng khi , giao dch ngy c quan h. Khi ngi khch xng h mong i mc xng tng ng nh ln trc, d gi, dch v, a im v nhng nhn t khc c th thay i. D nhng giao dch ny c xem l ri rc vi nhng ngi bn xng hay s kt ni ph thuc vo kh nng gn kt giao dch vi ngi bn qua thi gian vi khch hng ny. Nu khch hng thanh ton bng th tn dng, cng ty c th nhn ra mi lin h gia cc giao dch v xc nh xem ngi ny c mun xy dng mi quan h hay khng, khi , y r rng l mt khch hng ch khng phi l mt giao dich ri rc, c lp. Nhng trao i c tnh quan h din ra qua thi gian vi mi giao dch l mt s lin kt theo chui, c tnh lch s v d on c trong tng lai. Ngc vi nhng trao i ri rc khng c tnh quan h, cc bn trong trao i c tnh quan h chia s thng tin v hi vong ci thin cht lng trao i cho khch hng ln doanh nghip. iu ny c ngha l thc t t thin v phn phi hn, cn nhng tho lun su hn, lp k hoch trc v quan trng nht l lng tin. c bit trong nhng mi trng ri ro, t chc cn p ng c yu cu ca c hai bn. Quan h gia ngi bn v ngi mua c biu th hnh 1.2 y, li nhun t vic pht trin quan h mi bn hnh thnh mt chiu. Mt s quan h khng i xng,hia bn nhn quan h theo cch khc nhau. Nu ngi bn c li nhun
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nhiu m ngi mua khng, ngi bn mun lp li ly thng tin t khch hng nhng ngi mua khng mun p li. Ngc li, khi ngi mua c li nhun nhiu trong vic pht trin quan h vi nh cung cp, h c th lin h vi hng v phn hi vic lm sao nhu cu ca mnh c p ng tt hn, nhng doanh nghip khng hng th g khi dung nhng thng tin ty bin cho khch hng. Ch qu trnh c m t trong hnh 1.1 xut hin ng cho chnh ca ma trn hnh 1.2 Nhng trao i ch l ri rc tn ti khi c ngi bn v ngi mua u khng mun pht trin quan h,trong khi nhng trao i c tnh quan h mnh tn ti ch khi hai bn u c mong mun ln. Li nhun ca ngi bn trong cao quan h Giao dch ri rc h Trao i c tnh quan

Thp Li nhun ca ngi mua trong cng quan h

6.2. Qu trnh pht trin quan h hiu bit. Lm th no quan h pht trin, ci thin v ti a ha li ch t quan h? F.R.Dwyer, P.Shurr v Sejo Oh cho rng quan h B2B tin trin thng qua 5 giai on:
-

Nhn thc: trong giai on tin trao i hay giai on qu ny, cc bn nhn

thy bn kia l i tc quan h c. Trong khi cc bn th hin s thu ht ca mnh qua cc du hiu ni bt hay t xc tin, khng c tng tc no trong giai on ny.
-

Thm d: y l giai on th thch ca quan h, nhng thnh vin c quan h tim

nng cam kt trong nhng hot ng tm-v-th vi n lc xc inh kh nng tng thch, s trung thc, kh nng thc hin ca i phng. Giao thip pht sinh v thng chuyn sang mong mun, sn phm v s u tin. Nhng mc c ban u c th l du hiu cho s sn sang mt quan h v hng n to gi tr cho c hai bn. Thiu s sn sng c th
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dn n s hy dit qu trnh pht trin quan h. Tng t, s trung thc ca cc bn cng c nh gi.Tha thun t c mc tiu v s chn thnh s to thc y quan h. Giai on ny quan trng nhng cng d tht bi. Cc bn cng t bn tm hay u t th cng d ngn chn qu trnh thit lp quan h.
-

Pht trin: kt qu tch cc t giai on thm d l to nn du hiu ca quan h

thch hp,do thc y giai on pht trin. Giai on ny c m t bng mt s gia tng li nhun t quan h v bng s gia tng ri ro, ph thuc ln nhau. Cng lc cc bn tham gia vn th v xc nhn li ln na nhn thc ca bn kia.
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Cam kt: trong giai on ny,cc bn t c mc gi tr v s tha mn khin

h cam kt quan h mt cch d chu, v th t tp trung vo nhng quan h khc. Ba tiu chun c o lng th hin cam kt l: + u vo: c hai bn u u t nhiu vo quan h +S kin nh: cht lng u vo phi xc thc v cho php d on chnh xc v u ra ca quan h trong tng lai. +S lu bn: li nhun trao i c th xc inh c v c th mong i tip tc trong nhng trao i tng lai.
-

Tan r: S tan r c th xy ra trong bt c giai on no trong qu trnh pht trin

quan h. Ngc vi s pht trin quan h, s tan r rt d v c th l n phng. S tan r xy ra khi mt bn tham gia nh gi gi tr quan h v cho rng chi ph ln hn li nhun.

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Development Learning Relationship Process Communication, Cooperation, Conflict Resolution
awareness exploration expansion

enhancers

commitment

Development Detractors

Dissolution

Hnh 1/3: Qu trnh pht trin quan h hiu bit Nhng tin b gn y trong giao thip in t c nhn ha, tng tc c nhn c th lm tng s cam kt v pht trin lng tin ca khch hng. S hp tc c xme l nhng hnh ng c phi hp vi c hai bn t c kt qu nh mong i, thc y qu trnh pht trin bng vic tng yu t truyn thng. Koes di trao i v t dnh c quyn cho sau ny. Cui cng tng quan h hiu bit, doanh nghip v khch hng tha thun trong mt chui nhng tng tc, p li nhng phn hi lin tc, cho php mi bn hiu hn v bn kia(nhu cu, s thch, s p ng nhit tnh) ng thi hiu chnh mnh. Qu trnh quan h hiu bit c th tn gai on ca qu trnh pht trin. Xem mi gia on l mt c hi hiu qua mch phn hi c th khin quan h nhanh hn v mc su hn.

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IV. nh gi cc thnh vin trong nhm. Thnh vin Nguyn Th Trang Nguyn Th Thanh Thy Khu Th Xun Tin Nguyn Th Ly Na L Th Qunh M Nguyn Th Xun Trang L Nht Tr Quyn Lp 35k08.2 35k08.2 35k08.2 35k08.2 35k08.2 35k17 35k17 nh gi

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