MARKETING & FINANCE UNVERSITY

I HC TI CHNH MARKETING

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TNG QUAN V CRM

1.1 KHI NIM V QUN TR QUAN H KHCH HNG (CRM) 1.2 LCH S PHT TRIN CA CRM 1.3 LI CH CA VIC P DNG CRM TRONG DOANH NGHIP 1.4 M HNH V S VN HNH CA H THNG CRM

MARKETING & FINANCE UNVERSITY

 Nnkinhttoncubtuhnh thnhvphthuytcdng. Shnhthnhcacccngtyxuyn qucgiatonnslantarngv hngha. Chuynmnhacaovphnchiaa bntheotnhchtcngvicngy cngrrng Trithccangitiudngnng cao,ngthivictriquamtloi cccuckhnghonglmngitiu dngcnthnhnvivicchitiu. GiihnqucgiatrnInternetkhng cn.

MARKETING & FINANCE UNVERSITY

KHI M KHCH HNG TR

THNH THNG
V QUYT NH S TN TI HAY KHNG CA MI DOANH NGHIP BNG CCH THC

TIU TIN CA MNH

MARKETING & FINANCE UNVERSITY

 Gi chn khch hng l yu t quan trng duy tr hot ng kinh doanh Chi ph lun tng cao do mt khch c v chiu d thm khch mi. Kt qu kinh doanh n nh vi mc gia tng khng ng k, vng i sn phm ngn li rt nhiu T l khch hng ch mua hng khi c chng trnh khuyn mi gim gi rt cao.

MARKETING & FINANCE UNVERSITY

 Cng ngh pht trin mnh dn n vic chnh lch v cht lng tnh nng gia cc sn phm khng nhiu. Kh nng bt chc qu nhanh nn vic trung thnh i vi thng hiu gim dn. Chnh sch ti chnh tp trung v sit cht tin t dn n vic xc nh vng quay ng tin bt buc phi xem xt khi thc hin chin lc pht trin. Xu th mi cng ng khch hng trung thnh mi chnh l ti sn v to nn gi tr ca mt thng hiu

MARKETING & FINANCE UNVERSITY

 Ly s

hi lng ca khch hng

cng ng khch

gn cht khch hng vi hot ng kinh doanh cng ty v xy dng

hng trung thnh vi thng hiu.

Nng cao cht lng sn phm dch

v, gi tr s dng dch v dnh cho

cng

ng khch hng trung thnh.

MARKETING & FINANCE UNVERSITY

 Lun lun

to c hi tng tc vi
cng

khch hng trung thnh to c hi

nng cao li nhun thng qua vic duy tr

ng khch hng trung thnh.

Xy dng

h thng thng tin khch

hng nhm n nh hng chnh xc chin

lc pht trin cng ty trong giai on ton cu ha.

MARKETING & FINANCE UNVERSITY

MARKETING & FINANCE UNVERSITY

XU HNG MI TRONG HOT NG CHIN LC C HNH THNH L TT YU

MARKETING & FINANCE UNVERSITY

MC 1.1

L mt sch lc kinh doanh i hi

gi li

cc mi quan h khch hng gia tr

nht. Thng qua vic thit lp mt t hp c h thng thng tin

v tiu s va li sng ca

khch hng nhm h tr ti a cho hot ng marketing, bn hng va dch v hu mi

MARKETING & FINANCE UNVERSITY

L s tch hp ton b chin

lc

hot ng bn hng, tip th, dch v v

h tr, con ngi v cng ngh nhm n mc tiu ti u

ha s trung

thnh, s duy tr mi quan h mt thit ca khch hng ti a ha

li nhun.

MARKETING & FINANCE UNVERSITY

Lm mt chin lc kinh doanh c mc tiu

chn la v qun l mi quan h khch hng c gi tr nht.

CRM lun yu cu mt vn ha, mt trit l kinh doanh

ly khch hng lm trng

tm nhm h tr hiu nht cho cc hot ng

truyn thng, bn hng v chm sc.

MARKETING & FINANCE UNVERSITY

L chin lc kinh doanh m cng ty lun lun s dng gia tng cht lng dch v v li nhun bng

cch nhn

cao s hi lng ca khc hng, xy dng mt mi

quan h khng kt vi khch hng ca chnh mnh.

MARKETING & FINANCE UNVERSITY

MARKETING & FINANCE UNVERSITY

L chin lc h tr kinh doanh ly khch hng lm trng tm.

Thng qua s hiu bit c h thng v khch hng

Gia tng s hi lng ca khch hng Gia tng s trung thnh vi thng hiu ca khch hng Pht trin h thng sn phm nhm p ng hon chnh nhu cu ca khch hng.

To nn s tng tc c th, thng xuyn vi cng ng khch hng c chn la xy dng mi quan h khng kht vi khch hng.

MARKETING & FINANCE UNVERSITY

MARKETING & FINANCE UNVERSITY

MC 1.2

Khi nim d liu Marketing c hnh thnh nh mt cng c nhm n vic o lng hiu qu nhn bit cc mu qung co, cc chng trnh qung co v xc nh thi quen xem qung co ca ngi tiu dng theo tng khu vc.

MARKETING & FINANCE UNVERSITY

1. M hnh chin lc Relationship Marketing c trnh by ti i hc Harvard - M da trn mt s xc thc ch c 20% lng

khch hng em li 80% li nhun cho cng ty.

2. M hnh ny xoy su vo vic nng cao s trung thnh ca khch hng i vi thng hiu v da trn n nh mc tg trng ca li nhun.

MARKETING & FINANCE UNVERSITY

1.

M hnh chin lc CRM c xc nh l 1 trong nhng thnh t quan trng ca chin lc hoch nh ngun lc pht trin cng ty. CRM c xem l mt chin lc song hnh.

2.

Thay v ch n thun l vic thu nht thng tin khch hng nhm n li ch ring ca cng ty, CRM cn h tr vic hiu r khch hng, c to nn nhng hot ng khuyn mi ph hp vi tng vng, tng i tng cng nh to nn s tng tc hiu qu nht gia hai bn.

3.

C th ni thng tin c xy dng trong chin lc CRM lun Bit Ni

MARKETING & FINANCE UNVERSITY

Avaya SAS Microsoft VerintWitnessActionableSolutions Aspect Amdocs CegidimDendrite Salesforce.com Oracle SAP

272 267 433 323 500 360 395 703 DOANHTHU(TRIUUSD) NM2010 DOANHTHU(TRIUUSD) NM2009

470 480 595 522 602 749 1,096 1,131 2,641 3,240 3,500

1,900

2,700 500 1,000 1,500 2,000 2,500 3,000

Ngun: Bo co ca AMR - 2010

MARKETING & FINANCE UNVERSITY

MARKETING & FINANCE UNVERSITY

MC 1.3

 Gia tng doanh thu t vic mua tip sau v thc hin nhng ngh tip theo. Cp s nhn khi khch hng trung thnh ca h ho hc mua nhng sn phm v dch v mi. Gim thiu chi ph cho bn sn phm mi. Vic gi khch v lng trung thnh ca khch hng c nng cao: Nhn thc c khon tn tht khng l trong vic khch hng ri b cng ty v li ch qua li ln nhau ca s trung thnh, Li nhun c th tng n 100% v thm ch thm 5% na t cc khch hng TRUNG THNH. Gia tng t l quay li ca khch hng, Vic thay th mt khch hng mi s phi nh i gp 4 n 7 ln vic gi li mt khch hng c. Ti a ha doanh thu trn c s ti a ha li nhun

MARKETING & FINANCE UNVERSITY

 CRM lm cho li ch ca khch hng cng s tng mt cch ng k. CRM gp phn thc y mi quan h lu di gia khch hng v doanh nghip, gip khch hng c hiu r hn, c phc v chu o hn nh s thch, nhu cu S hi lng ca dch v sn phm lun c chm cht v nng cao.

MARKETING & FINANCE UNVERSITY

 Gip nh qun l nhanh chng thng k, phn tch, nh gi tnh hnh kinh doanh ca doanh nghip t qu kh, hin ti v tng lai. Gip nhn vin nm r thng tin v tng khch hng ca mnh a ra phng thc h tr nhanh chng, hp l, to c uy tn i vi khch hng, gi chn khch hng lu hn.

MARKETING & FINANCE UNVERSITY

NGOI BIN

NI TI

MARKETING & FINANCE UNVERSITY

CH S C GIA TNG

NGOI BIN

NI TI

MARKETING & FINANCE UNVERSITY

L THUYT 20/80 TRONG CHIN LC CRM MARKETING & FINANCE UNVERSITY

- 20% dn s trn th gii nm gi 80% ti sn th gii - 20% khch hng m bo 80% li nhun - 20% sn phm em v 80% doanh thu

CHNH L CHIN LC NHM GIA TNG TR TUYT I CA CON S 20% NY

MARKETING & FINANCE UNVERSITY

MC 1.4

XY DNG C S D LIU CHUNG V KHCH HNG PHN TCH, THNG K D LIU, LP BO CO HNG I TNG LA CHN KHCH HNG XY DNG MI QUAN H THU THP NHNG THNG TIN C LIN QUAN N KHCH HNG NH GI HIU QU

MARKETING & FINANCE UNVERSITY

M HNH V S VN HNH CA CRM Xy dng c s d liu chung v khch hng. Phn tch, thng k d liu, lp bo co hng i tng La chn khch hng Xy dng mi quan h Thu thp nhng thng tin c lin quan n khch hng nh gi hiu qu
MARKETING & FINANCE UNVERSITY

MARKETING & FINANCE UNVERSITY

MARKETING & FINANCE UNVERSITY