Ky Nang Cham Soc Khach Hang

K NNG CHM SC KHCH HNG
GT KHAI THC MT T Dnh cho Cp Qun l (CSM)
M KS: KNCA-QHK-01 Ln sa i: 00 Trang
K Nng Chm Sc Khch Hng

Dnh Cho Cp Qun L
(Customer Service for Managers)

Cho mng cc bn n vi kha hc

K Nng Chm Sc Khch Hng dnh cho Cp Qun L (Customer Service for Managers)
Trung tm o to Khi Dch v t ho em n bn kha o to chuyn nghip K Nng Chm Sc Khch Hng dnh cho Cp Qun L nhm gip cc bn c th ti u ha hiu qu trong chm sc hnh khch cp qun l, thu hiu marketing dch v v qun tr cc mi quan h khch hng trong qu trnh cung ng dch v cho cc hng hng khng v phc v hnh khch ti sn bay. * Mc tiu kha hc: Nng cao nhn thc ca cc cn b v qun tr mi quan h khch hng v marketing dch v. Thc hin c cc cng vic mang tnh chin lc v chm sc khch hng.
* Ni dung chnh ca kha hc: MARKETING DCH V: Tm hiu cc nh ngha v dch v, phn loi dch v, c im dch v, tam gic marketing dch v v cng c 7P. CHT LNG DCH V: p dng m hnh khe h v cht lng vo cng vic thc tin hng ngy. QUN TR MI QUAN H KHCH HNG: Xy dng v pht trin mi quan h tm chin lc vi khch hng. CHIN LC CHM SC KHCH HNG: Hnh ng c th v k hoch chm sc khch hng. THNG HIU V HNH NH CNG TY: Tr gip cp qun l ng thc hin xy dng v pht trin thng hiu.
* Yu cu lp hc: lp hc t hiu qu, bn cn: Nng ng, mnh dn trao i, chia s kin quan im. Nhit tnh tham gia vo cc hot ng, bi tp thc hnh theo nhm v trong lp hc. Chc cc bn mt kha hc vui v v b ch. ng ngn ngi lin h vi chng ti khi bn cn tr gip. Chng ti lun sn sng! Tt c v s thnh cng ca bn v s thnh cng ca chng ta! 2

TRUNG TM O TO KHI DCH V

GIN KHA HC

NI DUNG KHA HC
1 Marketing dch v......................................................................................7

1.1 nh ngha dch v ........................................................................................................7 1.2 Phn loi dch v ...........................................................................................................8 1.3 c im dch v ..........................................................................................................8 1.4 Qu trnh quyt nh mua dch v ca khch hng.......................................................9 1.5 Tam gic marketing dch v .......................................................................................11 1.6 Cng c marketing: 7P.................................................................................................12
2 Cht lng dch v ..................................................................................14

2.1 M hnh khe h v SERVQUAL.................................................................................14 2.2 Tiu chun dch v ......................................................................................................18 2.3 Bn cam kt mc cht lng (SLA)............................................................................21 2.4 Thuyt cng bng ........................................................................................................26 2.5 Cng c kim sot cht lng dch v .......................................................................27 2.5.1 Phiu kim tra.......................................................................................................27 2.5.2 Biu Pareto.......................................................................................................28 2.5.3 Biu nhn qu/ Biu xng c ..................................................................28
3 Qun tr mi quan h khch hng..........................................................31

3.1 Tng qut v qun tr mi quan h khch hng..........................................................31 3.1.1 Yu t xy dng mi quan h ..............................................................................31 3.1.2 Phn loi mi quan h ..........................................................................................33 3.1.3 Phng php marketing mi quan h...................................................................33 3.1.4 Chin lc xy dng marketing mi quan h .....................................................34 3.2 Xy dng cch thc qun tr mi quan h khch hng...............................................35 3.2.1 Lp h s khch hng/ C s d liu khch hng...............................................36 3.2.2 S dng thng tin khch hng .............................................................................37 3.2.3 Theo di duy tr h s khch hng ......................................................................37
4 Chin lc chm sc khch hng ...........................................................39

4.1 Chnh sch chm sc khch hng ...............................................................................39 4.1.1 Tiu thc phn nhm khch hng.........................................................................39 4.1.2 Xy dng chnh sch chm sc khch hng ........................................................40 4.2 Vn ha chm sc khch hng ....................................................................................41 4.3 Cc hnh thc chm sc khch hng ...........................................................................43 4.3.1 Thm hi, tng qu...............................................................................................43 4.3.2 Cc hnh thc t chc hi tho, hi ngh, s kin................................................44 4.3.3 Cc hot ng chm sc khch hng mang tnh thng mi .............................45 4.4 X l thng tin phn hi .............................................................................................47 4.4.1 Quan h vi Trung tm TT phn hi VNA..........................................................48 4.4.2 Qu trnh x l thng tin phn hi ......................................................................50 4.5 Giao dch qua th tn ...................................................................................................55 4.5.1 Nguyn tc c bn ...............................................................................................55 5

4.5.2 Vit th quan h thng mi/ Vit bo co.........................................................56 4.5.3 Vit th tr li than phin/ khiu ni ...................................................................57 4.5.4 Vit th in t ....................................................................................................59
5 Thng hiu v hnh nh cng ty...........................................................65

5.1 Tng quan.....................................................................................................................65 5.1.1 Cc yu t cu thnh thng hiu .......................................................................65 5.1.2 H thng nhn din thng hiu .........................................................................66 5.1.3 Hiu bit thng hiu VNA.................................................................................67 5.2 Vai tr ca thng hiu ..............................................................................................69 5.2.1 i vi khch hng ..............................................................................................69 5.2.2 i vi doanh nghip ..........................................................................................70 5.3 Cch thc duy tr thng hiu mnh ..........................................................................72 5.4 Truyn thng thng hiu ...........................................................................................73 5.5 Hoch nh ngn sch xy dng hnh nh cng ty......................................................74

1 Marketing dch v
1.1 nh ngha dch v
Dch v l mt qu trnh bao gm mt lot cc hot ng t hay nhiu l v hnh, m cc hot ng ny thng xy ra trong qu trnh giao dch gia khch hng v ngi cung ng dch v v/ hoc cc sn phm hu hnh, v/ hoc h thng ca ngi cung ng dch v m c xem l gii php cho cc vn ca khch hng. Trong ngnh dch v, khch hng mua cm nhn (experience) hoc mua s thc hin (performance). V d v khch hng mua s cm nhn: i xem chiu bng, i ngh h, i xem mt trn th thao. V d v khch hng mua s thc hin: Phu thut u gi, i my bay, dch v gio dc, dch v chm sc cy cnh.
BA LN SNG PHT TRIN KINH T

Ln sng 3
Da trn thng tin v tri thc Cng ngh sinh hc v sc kho Nn kinh t thng tin mi
Ln sng 2
Ln sng 1
Sn phm hu hnh Nng nghip Khai khong Sn xut Qung Ho cht v.v ...
Dch v Truyn thng Bn l Du lch Ti chnh Vn ti Xy dng Khch sn nh hng Dch v thng mi v.v ...

1.2 Phn loi dch v

Cc loi dch v bao gm: Hnh ng hu hnh Con ngi Vt cht Dch v lin quan n th cht Dch v lin quan n hng ha con ngi: v cc vt cht khc: - Chm sc sc kho - Vn chuyn hng ha - Vn chuyn hnh khch - Bo tr v sa cha thit b cng - Chm sc sc p nghip - Tp th dc thm m - Bo tr cao c - Nh hng - Git i - Ct tc - Chm sc vn v cy cnh - Chm sc vt nui Dch v lin quan n tr tu con Dch v lin quan n ti sn v ngi: hnh: - Gio dc - Ngn hng - Truyn hnh - T vn php lut - Thng tin - K ton - Nh ht - Bo v an ninh - Nh bo tng - Bo him
Hnh ng v hnh
1.3 c im dch v
c im ca hng ha Hu hnh c im ca dch v V hnh Hm i vi dch v - Dch v khng lu kho c. - Dch v khng c cp bn quyn. - Dch v khng c trng by sn. - Cht lng dch v cung ng v s tha mn ca khch hng tu thuc vo hnh ng ca nhn vin. - Cht lng dch v tu thuc vo nhiu yu t khng kim sot c. - Khng c g m bo dch v cung ng n khch hng khp vi nhng g ln k hoch 8
c tiu chun Khng ng nht ha

v qung b. Qu trnh sn ng thi va sn - Khch hng tham gia vo v nh hng n xut tch ri qu xut va tiu th tin trnh giao tip. trnh tiu th - Khch hng ny gy nh hng n khch hng khc. - Nhn vin phc v nh hng n kt qu ca dch v. - Sn xut i tr rt kh. - Lm ng ngay t u. Khng d hng D hng - Kh ng nht ha v cung v cu i vi dch v. - Dch v khng th hon tr li hoc ti bn.
1.4 Qu trnh quyt nh mua dch v ca khch hng
Nhn din vn Tm kim thng tin M hnh truyn thng nh gi cc la chn Quyt nh mua Hnh vi sau khi mua Trc khi mua dch v M hnh dch v Thi im mua dch v Hnh vi sau khi mua
1.
Trc khi mua dch v
2.
Thi im mua dch v
Nhn din nhu cu Tm kim thng tin nh gi cc la chn La chn mua dch v d kin Mua dch v

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3.
Hnh v sau khi mua dch v
S dng dch v (tiu th) nh gi dch v sau khi mua Lp li hnh vi mua S trung thnh ca khch hng Li truyn ming tch cc hay tiu cc Chuyn sang mua dch v ni khc
Cc yu t quyt nh trc khi mua dch v 1. Yu t bn trong: Nhu cu v s thch c nhn Kinh nghim qu kh Mong i c nhn Mc tham gia ( Khi lng thi gian, sc lc, quan tm v tnh cm m khch hng s dng trong qu trnh mua dch v) 2. Yu t bn ngoi bao gm: Chin lc truyn thng ca cng ty Chin lc cnh tranh Li truyn ming Hon cnh x hi (V d: Chn mt nh hng lng mn cho 2 ngi k nim ngy ci s khc hn khung cnh nh hng thc n nhanh, ni bn c th cho bn tr con xem trn banh mini). 3. Ri ro nhn thy: a) Ri ro v ti chnh: Tht thot, mt mt ti chnh ca khch hng nu nh dch v khng thc hin c, cng lin quan n nhng chi ph khng lng trc c. V d: Khch hng c th t hi Nu trung tm t vn du hc ny b ph sn, liu ti c mt tin khng? b) Ri ro v chc nng: C ngha l ri ro v mt thc hin. iu ny dn n nghi vn liu dch v c c cung ng nh ha v/ hoc nh mong i hay khng. V d: Khch hng c th t hi Liu bo him ti mua c bao gm ht chi ph b mt khng? hoc Liu ngi bn hoa c giao loi hoa ng nh ti t hng hay khng? c) Ri ro v vt cht: l nhng h hng c th xy ra hoc nhng iu c hi xy ra vi khch hng hoc ti sn ca h. V d: Khch hng c th t hi Liu hnh l ca ti c n im cui an ton khng? hoc Liu ti c an ton khi hc bi hay khng? 10

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d) Ri ro v tm l: l ri ro do dch v khng ph hp vi s nhn thc ca khch hng. V d: Khch hng c th t hi Liu ti c thch bui ha nhc ny khng? hoc Liu ti c thng minh nh cc hc vin khc trong kha ny khng?. e) Ri ro v cm gic: l nhng hiu ng tiu cc ln th gic, thch gic, khu gic, xc gic v v gic. V d: Khch hng c th t hi Liu ti c thch khu v ca nh hng ny khng? hoc Liu nha s c lm au ti khng?. f) Ri ro v x hi: C lin quan rt gn vi ri ro v tm l, tuy nhin ri ro ny ch trng nhiu hn v mi quan tm ca c nhn n kin ca ngi khc. V d: Khch hng c th t hi Liu bn ti c thch ti ct kiu tc ny? hoc Liu ba m ti c thch hng hng khng m ti chn cho chuyn du lch ln ny khng? g) Ri ro v thi gian: iu ny lin quan n mi quan tm v thi gian b lng ph hoc s chm tr. V d: Khch hng c th t hi Liu ti c th lm th tc ng gi cho chuyn bay i H Ni hm nay khng? hoc Ti sao trung tm bo tr phi mt 4 tun mi sa c ci my quay video ca ti?
1.5 Tam gic marketing dch v

Tam gic marketing hng ha CNG TY Nhn vin marketing/ bn
Thc hin li ha Tip tc pht trin sn phm SN PHM
a ra li ha Marketing bn ngoi Bn TH TRNG
Gi li ha c im ca sn phm 11

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Tam gic marketing dch v
CNG TY Nhn vin marketing/ bn a ra li ha Marketing bn ngoi Bn
Thc hin li ha Tip tc pht trin sn phm Marketing bn trong
NHN LC CNG NGH Gi li ha KIN THC THI GIAN CA KHCH HNG Marketing giao dch qua li Cng ngh v h thng KHCH HNG hng n khch hng
KHCH HNG
1.6 Cng c marketing: 7P
Place Produc t Price Proces s People Promoti on
Physical evidence
PEOPLE (CON NGI) Yu t con ngi trong ngnh dch v rt quan trng, bi v nh ch ra phn c im, qu trnh sn xut v cung ng dch v l khng th tch ri v do con ngi thc hin. Yu t con ngi y bao gm c cp qun l, nhn vin trc tuyn v nhn vin tuyn 12

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sau. Singapore Airlines tin rng duy tr v tr ng u ton cu, h cn phi cam kt tuyn chn v nui dng cc c nhn sng tr v nng ng. PROCESS (QU TRNH) Bao gm tt c cc hot ng lin quan n vic sn xut v cung ng dch v. Cc hot ng ny tri di t tuyn sau n tuyn trc. PHYSICAL EVIDENCE (MI TRNG VT CHT XUNG QUANH) Cc vt dng hin hu xung quanh to nn mt hnh nh nht nh trong mt ca khch hng cho cng ty dch v. Chi tit by P trong marketing dch v PRODUCT * c im hng ha * Mc cht lng * Ph tng * ng gi * Bo hnh * Nhn hiu PLACE * Knh phn phi * i l * Ca hng bn l * Vn chuyn * Lu kho * Knh qun l PROMOTION * Nhn vin bn S lng Tuyn chn Hun luyn Ch thng * Qung co Mc tiu Loi hnh Bn quyn * Chiu th PRICE * Mc gi * linh hot * S khc bit * Chit khu
PEOPLE * Nhn vin Tuyn chn o to Khuyn khch Khen thng Lm vic nhm * Khch hng o to
PHYSICAL PROCESS EVIDENCE * Thit k * Hot ng * Trang thit b Tiu chun ha * Bng biu Hng n khch * Trang phc ca hng nhn vin * Cc bc cng * Cc vt hu hnh vic khc n gin Danh thip Phc tp Bo co * S tham gia ca Ti liu khch hng T qung co
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2 Cht lng dch v

2.1 M hnh khe h v SERVQUAL
M HNH KHE H TRONG CHT LNG PHC V Khch hng Li tuyn truyn Li tuyn truyn Nhu cu c nhn Nhu cu c nhn Kinh nghim tri Kinh nghim tri qua qua
Dch v mong i Dch v mong i Khe h 5 Dch v nhn c Dch v nhn c Khe h 4 Qu trnh cung ng Qu trnh cung ng dch v dch v Khe h 3
Chuyn dch nhn Chuyn dch nhn thc vo cc tiu ch thc vo cc tiu ch cht lng cht lng
Nhn vin phc v
Truyn thng n Truyn thng n vi khch hng vi khch hng
Khe h 1
Khe h 2
Nhn thc v mong Nhn thc v mong i ca khch hng i ca khch hng
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Khe h 1 Cng ty phc v khng hiu khch hng mong i iu g. iu ny dn n dch v thit k v cung ng khng khp vi mong i ca khch hng. Khe h 2 Cng ty phc v mt t khng thit k cc tiu chun dch v p ng mong i ca khch hng. Khe h 3 Qu trnh cung ng dch v khng theo tiu chun dch v. Con ngi, cc qu trnh v c h thng khng cung ng dch v theo cc tiu chun cn thit. Khe h 4 Cc li ha nu trn cc phng tin truyn thng khng khp vi dch v cung ng thc s. Khe h 5 (Khe h t hnh khch) Nhn thc v kinh nghim s dng dch v khng khp vi s mong i v vic cung ng dch v v kt qu. LM TH NO XA KHONG CCH KHE H ? Khe h 1 Gii thch Nguyn nhn Hng khc phc - Xc nh nhng mong i ca khch hnh - Ci thin truyn thng - Thc y vic truyn thng n khch hng. - Thit lp cc tiu chun cht lng phc v - Cn b v nhn vin cam kt vi cht lng - Xem ci tin dch v nh l mt phn cng vic - o to - Xc nh v gii quyt cc ro cn cht lng phc v - Chun ha cc cng vic gim bt s khc nhau trong phc v - Thc hin mc tiu cht lng phc v - o lng vic thc hin cng vic - Nhn TTPH v cht lng - Khen thng
Mong i ca khch Cng ty phc v khng hng >< Nhn thc nhn bit c mong ca cng ty v mong i ca khch hng i Nhn thc ca cng ty v mong i >< Chuyn ti nhn thc vo cc tiu chun phc v Thin cn trong qun l. iu kin th trng, nh v ngun lc, K nng qun l
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S khc bit gia tiu chun v cht lng v dch v cung ng
Nhn thc thp ca nhn vin v tiu chun cht lng, K nng thp, S thiu thin ch ca nhn vin thc hin cc tiu chun
Khc bit gia dch Truyn thng km, v cung ng v Ha qu li truyn thng cng cng
Khc bit gia nhng g khch hng mong i v nhng g h nhn c
Mong i ca khch hng khng khp vi mc dch v c cung ng
- Nhn bit mong i ca khch hng - Nghin cu th trng - Quan tm n k nng v s thnh tho - m bo vic thc hin phi theo tiu chun - Xc nh cng vic ca nhn vin ng gp nh th no vo cht lng dch v - Gim bt mu thun v s m h v vai tr. - m bo cng vic ca nhn vin ph hp. - o to - Tuyn chn ng ngi - Khen thng - Giao quyn cho nhn vin/ cn b - Xy dng tinh thn lm vic ng i - m bo dch v cung ng ng vi qung b v iu ha - m bo li ha trn qung co phn nh mc u tin v cht lng dch v - Qun tr s mong i ca khch hng (iu g l c th/ khng th) - Gii thch vn nu bt thng - Trnh ha qu li Cc khe h 1 n 4 c ng th khe h ny t cng c xa.
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CC KHA CNH O LNG CHT LNG PHC V M HNH SERVQUAL Cc kha cnh Tnh ng tin cy (Reliability) Tnh m bo (Assurance) Tnh hu hnh (Tangible) Tnh p ng (Responsiveness) Tnh cm thng (Empathy) M t V d Kh nng cung ng dch v - Chuyn bay xut pht ng ha mt cch ng tin cy v gi. chnh xc - Chuyn bay i v n ng gi. Kin thc v phong cch lch s - Bng ghi v an ton rt y ca nhn vin to nn s tin cy . v tin tng. - Thng hiu ng tin. - Nhn vin c kinh nghim. Vt cht, trang thit b v trang - My bay, quy v, ng phc trang im ca nhn vin phc, bng chuyn nhn hnh l, quy lm th tc, phng ch. S sn lng gip v cung ng - H thng hiu qu v ng dch v nhanh chng ca nhn gi. vin phc v - Nhn vin nhanh chng p ng nhu cu ca khch To s chm sc c nhn vi - Nhn vin hiu nhu cu khch hng; hiu v quan tm ca khch hng, lng nghe, khch hng. kin nhn v phng on nhu cu ca khch hng
NHNG HM XY DNG CC DCH V C CHT LNG THNG QUA M HNH SERVQUAL p ng c cc kha cnh ca m hnh SERVQUAL, chng ta phi: 1) Tnh ng tin cy: (Tnh nht qun v ng tin cy trong qu trnh cung ng dch v) - Hiu nhu cu v s mong i ca khch hng. - Pht trin h thng v cc th tc qui trnh m tiu chun ha qu trnh sn xut v cung ng dch v nhm m bo sn phm dch v chnh c cung ng mt cch nht qun v ng tin cy. - m bo rng cc li ha thng qua phng tin truyn thng l thc s v c th t c. - Qun tr c nhng mong i ca khch hng. 2) Tnh m bo: (S thnh tho, s lch s v tnh an ton m mt cng ty trao cho khch hng) 17

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To s tin tng thng qua kin thc v k nng ca nhn vin phc v. To tnh lin tc phc v ca nhn vin. To hnh nh rng khp t chc, phn nh gi tr ca cng ty. Xy dng mt thng hiu ln mnh. S dng s hu hnh nh trang phc, trang tr ni tht ca cng ty, thi ca nhn vin, ti liu (v d nh sch/ bng ch dn) to s m bo i vi khch hng.
3) Tnh hu hnh: (Yu t hu hnh ca dch v to nn s hin din ca vt cht) - Xem xt nh hng ca mi trng xung quanh v d nh trang tr vn phng, vt dng vn phng, trang thit b. - Trao cho khch hng nhng vt dng hu hnh nh t ghi nhn cc ln giao dch, biu mu, sch hng dn, danh thip, ha n, ti liu v.v.... 4) Tnh p ng: (Thi im m cng ty cung ng dch v) C nhn ha loi hnh dch v v hng n khch hng. Xc nh rng qu trnh no, kt qu nh th no c khch hng chp nhn. Thc hin cc th tc qui trnh chun ti a ha tnh p ng i vi cc tnh hung xy ra ngy cng thng xuyn hn. o to nhn vin h c th p ng yu cu ca khch hng. Pht trin cc ti liu hng dn, gip nhn vin tr li cc cu hi, yu cu v khiu ni ca khch hng. m bo khch hng khng ch qu lu khi nhn c dch v cung ng.
5) Tnh cm thng: (Kh nng cung ng cc dch v mang tnh chm sc c nhn). - Lm cho khch hng cm thy quan trng bng cch pht trin mi quan h lu di. - Lm cho khch hng cm thy quan trng bng cch p ng nhu cu ca h v hiu mi quan tm ca h. - o to nhn vin nhn bit nhu cu ca khch hng v gi h bng tn.
2.2 Tiu chun dch v

TIU CHUN PHC V Qu trnh thit lp tiu chun phc v hng n khch hng:
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1) Xc nh dch v no c mong i 1) Xc nh dch v no c mong i hoc ang tn ti hoc ang tn ti
2) Chuyn mong i ca khch hng 2) Chuyn mong i ca khch hng thnh hnh ng thnh hnh ng 3) La chn nhng hnh ng c th 3) La chn nhng hnh ng c th thnh tiu chun thnh tiu chun
4) t cc tiu chun cng v mm 4) t cc tiu chun cng v mm
5) Pht trin h thng thng tin phn hi 5) Pht trin h thng thng tin phn hi
6) Thit lp thang o v mc tiu cht 6) Thit lp thang o v mc tiu cht lng lng
7) So snh mc o vi tiu chun 7) So snh mc o vi tiu chun
8) Phn hi vic thc hin n nhn vin 8) Phn hi vic thc hin n nhn vin phc v khch hng phc v khch hng
9) Cp nht mc tiu cht lng 9) Cp nht mc tiu cht lng vo thang o vo thang o
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V D V TIU CHUN PHC V HNG N KHCH HNG PHN CNG S u tin hng v khch hng Dun & Bradstreet iu tra ca cng ty c Information Services thc hin nhanh chng Great Plain Sofeware Nhanh chng tr li v vn k thut Canadian Imperial Kh nng truy cp Bank of Commerce Aetna/ US Health Tr li nhanh chng, thng xuyn lin lc vi khch hng Lenscrafters mt knh) (Bn l Nhanh chng giao mt knh Cng ty Tiu chun phc v hng v khch hng Thi gian tr li l 36 ting (trc y l 7 ngy) m bo thi gian tr li trong vng 1 n 3 gi. Thm 5 pht m trc gi v sau khi ng quy. Tr li in thoi trung bnh giy th 25, 95% vn c gii quyt trong ngy, tr li yu cu trong 2 gi. Giao trong vng 1 gi.
V D V TIU CHUN PHC V HNG N KHCH HNG PHN MM Cng ty General Electric S u tin hng v khch hng K nng giao tip ca nhn vin: - Ging ni - Gii quyt vn - Tm tt hnh ng - Cch thc kt thc i x khch hng vi s tn (trn) trng Tiu chun phc v hng v khch hng - Chu trch nhim nhn in thoi. - Theo di cc li ha. - Lch s v c kin thc. - Hiu r cc yu cu ca khch hng. Tiu chun vng - ng phc phi sch s. - i giy ph hp v an ton. - Mang bng tn. - Thc hin ng qui nh v trang phc v tc. - Thng bo ngay cn b trc nhng vn bt thng. - S dng in thoi lch lm, lun dng Xin vui lng i my (May I place you on hold?). - Gim thiu vic chuyn in
Ritz Carlton
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Nationwide Insurance L.L. Bean
BellSouth
American Express
thoi khi c th. Kh nng p ng Th hin ging ni ca ngi (human voice) khi khch hng phn nn. Ging ni bnh tnh, gim - Ch vo ging ni. thiu s lo lng ca khch - Khng lm vic khc (nh gi hng qu) trong khi ni chuyn in thoi vi khch hng. Kh nng p ng trn in Khng chuyn giao hoc gi my thoi cuc gi ca khch hng, kh nng tr li cc cu hi, lch lm v chuyn nghip, quan tm chm sc khch hng. Gii quyt vn - Gii quyt vn ngay ln gp u tin (khng chuyn giao, khng hn nhiu ln), giao tip v hng dn y , tranh th mi thi gian cn thit. X l - Lng nghe, lm mi vic c th tr gip khch hng, to s tin tng cho khch hng (ci m v chn thnh). S hin din lch lm - Lm cho khch hng thoi mi, kin nhn gii thch qu trnh lm ha n, th hin s quan tm thc s trong qu trnh h tr khch hng, lng nghe ch ng, gi khch hng bng tn, cm n khch hng khi kt thc cuc gi.
2.3 Bn cam kt mc cht lng (SLA)

Theo thng k ca cc nh nghin cu marketing dch v, c n hn 80% cc cng ty s dng yu t o lng s tha mn ca khch hng lm tin nh gi hot ng ca cng ty . V vy, trc ngng ca ca hi nhp khi cnh tranh ni a v ton cu ngy cng tng, vic nng cao s tha mn ca khch hng v thc hin thi phc v tch cc i vi khch hng lun nm trong nhng ng lc bt buc cc cng ty phi xem xt li cht lng sn phm dch v ca mnh t gc ca khch hng. S tho mn ca khch hng thng c nh gi thng qua vic so snh gia nhu cu v mong i ca khch hng (Expectations E) v thc t dch v c cung ng (Performance P). Mc tha mn cng cao (c ngha l P = hoc > E) trong qu trnh phc v khch hng chng 21

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minh c cht lng dch v tt v iu ny s dn n kt qu khch hng s trung thnh vi thng hiu v gia tng li nhun. Nhm t c iu , cc nh qun l dch v v ang c gng chuyn ti cc mong i ca khch hng thnh cc mc cht lng do chnh khch hng nh ngha (Customer-defined standards). Do , cc cam kt (hay tha thun) mc cht lng dch v (Service Level Agreement SLA) c s dng rng ri trong nhng nm gn y trong nhiu ngnh kinh doanh, c bit l dch v nh cng ngh thng tin, vn ti hng khng, ti chnh ngn hng, gio dc nhm kim sot v nh gi cht lng dch v (t pha khch hng), ng thi qun tr c s mong i ca khch hng (t pha doanh nghip cung ng dch v). SLA c xem l mt cng c qun tr cht lng Vi quan im nu, SLA c xem l cng c qun tr cht lng nhm xy dng nn tng cho mi quan h hai bn u l doanh nghip (doanh nghip cung ng dch v v doanh nghip l khch hng mua dch v) cng c li (win-win relationship). C th, SLA l: L cng c truyn thng: Qu trnh m phn v sau tha thun SLA s gip truyn t thng tin cho c hai bn. Khch hng s dng SLA nh l mt thng ip nu r mong i v yu cu ca mnh; nh cung ng dch v s dng SLA truyn t kh nng p ng v mc cht lng c chp nhn. L cng c ngn nga mu thun: SLA gip nh cung ng dch v v khch hng trnh cc mu thun bng cch chia s hiu bit v nhu cu v cc u tin p ng. Nu mu thun c xy ra, h c khuynh hng gii quyt vn trn c s tho lun. Hn na, nu khng c SLA, vn ha khiu ni s bng n, i km theo n l mt s lng ng k v th phn nn. L cng c ci tin cht lng: Theo chu k thi gian nht nh, cc bn tham gia s phi cng xem xt li cc tha thun nh gi mc ph hp ca dch v cung ng v m phn iu chnh. L mt cng c khch quan o lng hiu qu dch v: Nh cung ng dch v v khch hng u s dng mt tiu chun (nu trong SLA) nh gi cht lng dch v. Chu trnh cht lng khp kn i vi vic thc hin SLA bao gm 4 cng an: Lp k hoch (Cn xc nh r tiu chun dch v c p dng trong qu trnh cung ng, xc nh trch nhim ca hai bn); Hnh ng (Thc t cung ng dch v ng nh cam kt trong SLA); nh gi (Kim sot qu trnh cung ng dch v, r sot li vic cung ng thc t so vi k hoch lp); v Ci tin (Xc nh v tn dng cc c hi ci tin). Phn tip theo s cp r hn cch thc xc nh tiu chun dch v. Qu trnh thit lp tiu chun dch v (Service Standards) SLA c hiu l bn tha thun (hp ng) hoc ph lc ca hp ng chnh gia nh cung ng dch v v khch hng nhm lng ha cc tiu chun dch v v phn nh r 22

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trch nhim ca hai bn lin quan n dch v cung ng. Cc nghin cu v SLA ch mi xut hin cui thp nin 1990 tr v y. Cc nghin cu ny nhn nh rng SLA c hnh thnh t vic pht trin cc ch s thc hin chnh (KPI Key Performance Index). V vy, vic thit lp cc KPI hay cn gi l tiu chun dch v c thc hin trc. Cc tiu chun dch v c xy dng di hai gc phn cng v phn mm, p ng c nm kha cnh cht lng theo m hnh cht lng SERVQUAL do nhm cc nh nghin cu ngi M Zeithaml, Berry v Parasuraman trnh by vo nm 1983. Nm kha cnh l hu hnh (Tangibles): S hin hu ca trang thit b phc v, con ngi (bao gm c trang phc, trang im) v cc nguyn vt liu chuyn ti thng tin n khch hng. ng tin cy (Reliability): Kh nng thc hin cc dch v nh ha mt cch chnh xc v ng tin cy. p ng (Responsiveness): Sn sng tr gip khch hng v cung cp dch v ngay lp tc. m bo (Assurance): Kin thc, phong cch phc v v kh nng ca nhn vin to nn s tin tng t khch hng. cm thng (Empathy): S chm sc c nhn m doanh nghip dch v dnh cho khch hng. Tiu chun dch v phn cng c nh ngha di gc nhn ca khch hng l cc tiu chun cn, ong, o ,m, c thng qua quan st v nh gi. Cn tiu chun dch v phn mm thng lin quan n thi v hnh vi ca ngi cung ng dch v i vi khch hng, c o lng trc tip trn kin v nhn xt ca khch hng. Thng thng, cc tiu chun dch v phn mm c dng lm ch dn hoc l thng tin phn hi cho ngi cung ng dch v t c s tha mn ca khch hng. Qu trnh thit lp tiu chun dch v tri qua chn bc sau: Xc nh cc nhu cu ang tn ti hoc c mong i. Chuyn ti mong i ca khch hng vo thi v hnh ng. La chn thi v hnh ng chun. Xc nh cc tiu chun dch v phn cng hoc phn mm. Pht trin h thng phn hi o lng tiu chun. Thit lp h thng o lng v mc tiu. So snh gia thc t o lng v tiu chun. Phn hi vic thc hin n nhn vin trc tuyn. nh k cp nht mc tiu v thang o. xc nh cc tiu chun dch v, cc doanh nghip thng xc nh cc qu trnh cung ng dch v chnh v a ra cc nh hng u tin, t xy dng cc tiu chun dch v. Tin trnh m phn SLA gia nh cung ng dch v v khch hng doanh nghip 23

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Tin trnh m phm cc cam kt hoc cc tha thun mc cht lng c th khc nhau. Tuy nhin, chung qui chng thng bao gm cc im sau: - m phn (Negotiation): m bo vic cung ng dch v c ti u, mi kha cnh ca bn tha thun cht lng (bao gm c trch nhim thc hin ca mi bn tham gia) phi c thng tho gia hai bn: Nh cung cp dch v v khch hng. y cn c gi l qu trnh hp sc khm ph. Qu trnh thng tho ny to iu kin hai bn ngy cng hiu r hn nhu cu v cc tr ngi ca mi bn. - Tha thun (Agreement): Tip theo qu trnh m phn thng tho s l tha thun. Thit lp c s tha thun trn mi kha cnh nu trong bn tha thun cht lng l iu ct li vic thc hin c thnh cng. Qu trnh m phn v tha thun cn c xem l c hi tt truyn thng gio dc c hai bn v cc nhu cu, cc mong i, cc vic u tin lm trc v cc tr ngi. Lm tt iu ny s gip cho c khch hng ln nh cung cp dch v c y thng tin v thng minh hn. - Lng ha chun mc dch v (Quantifying service levels): Bn tha thun s lng ha kt qu v mc cht lng u ra ca dch v cung ng thng qua cc ch s thc hin (Key Performance Indicator KPI). Lng ha chun mc dch v bao gm xc nh cc yu cu ca khch hng nhm thit lp cc li ch v minh chng v chi ph cc mc dch v khc nhau. Mc tha thun l mc hai bn u thng nht v vic nh gi hiu qu dch v, t s nh gi trn c s khch quan v h tr cho nh cung ng dch v kim sot c mong i v nhn thc ca khch hng. - Phn nh r trch nhim (Clarification of responsibilities): nh cung ng dch v cung cp dch v c cht lng cao, c nh cung ng dch v ln khch hng u phi hon thnh trch nhim ca mi bn. Chnh v vy, SLA s ti liu ha v thng t cc trch nhim ca mi bn tha thun. Cc im lu i vi doanh nghip dch v khi m phn v k kt SLA Vi v tr l khch hng ca doanh nghip cung ng dch v, doanh nghip cn xc nh s qu trnh xc tin SLA. u tin, doanh nghip cn xem xt li chin lc qun tr mi qun h khch hng (Customer Relationship Management CRM) ca chnh doanh nghip mnh. y l c hi xc nh mt cch k lng cc yu cu v cht lng dch v v nhng mong i. Vic xem xt ny nhm h tr thm vic khng nh liu doanh nghip ca mnh c t c mc tiu cht lng khng. Bc k tip s l nh lng phng php o lng cht lng ca doanh nghip cung ng dch v so vi cc yu cu v mong i t ra. Vic xc nh mc thng pht cn phi c tnh n ngay sau bc nh lng ny. Tuy nhin, khuynh hng ca cc doanh nghip dch v trn th gii cp nhiu v vn pht hn l thng. Vic cui cng l doanh nghip cn phi theo di v yu cu iu chnh cht lng cc dch v khng t so vi yu cu v mong i ra. Xu hng chung l theo nh k qu hoc thng hoc nm cn phi r sot li SLA. 24

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i vi doanh nghip l nh cung ng dch v, iu cn thit u tin l phi xc nh r rng nng lc phc v ca doanh nghip v trch nhim ca cc bn tham gia vo SLA. Bng khng, doanh nghip kh lng qun tr c yu cu v s mong i ca khch hng ngy cng tng cao theo s pht trin ca x hi. im kh khn nht i vi cc doanh nghip ny l tha thun v iu khon pht. Thng thng, cc doanh nghip cung ng dch v thng cam kt s c gng ht sc cung ng dch v (tng ng vi li ha) m khng mun rng buc vo bt c khon pht no, mc d i vi mt s khch hng doanh nghip mua dch v iu khon pht a ra ch nhm mc ch rng buc trch nhim thc hiu theo ng yu cu v mong i c cam kt. SLA gia hng hng khng v cng ty phc v mt t C hiu lc t ngy: ________ Vic cung ng dch v ca cng ty phc v mt t phi c gim st theo tiu chun dch v tha thun (SLA) nhm t c mc tiu cht lng hng nm t ra cho sn bay ny. Cng ty phc v mt t v hng hng khng cn tho lun nh gi mc thc hin so vi tiu chun v mc tiu t ra. A. MC TIU CHT LNG I
Tnh ng gi 99% (Xem xt theo li do Cng ty phc v mt t) Service Assurance Tr t 10 30 pht Pht 5% tr gi hp ng Tr t 30 pht tr ln Pht 15% tr gi hp ng B. MC TIU CHT LNG II Ch s v s hi lng ca khch hng (CSI) a. b. c. Tnh hiu qu ca nhn vin Mc lch s v kh nng sn lng gip ca nhn vin ... 25
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C.
CC TIU CHUN DCH V TI THIU
2.4 Thuyt cng bng

THUYT CNG BNG (JUSTICE THEORY) MI QUAN H VI S THA MN V CON NG DN N LNG TRUNG THNH CA KHCH HNG Theo cc nghin cu, khch hng nh gi v dch v khng hon ho (c ngha l dch v khng p ng c tiu chun dch v) v vic khi phc s tn nhim ca khch hng da trn ba kha cnh ca thuyt cng bng: Qu trnh phc v (Procedural justice), kt qu (Distributive justice) v tin trnh giao tip (Interactional justice). iu ny c ngha l vic khch hng c cn li v tip tc mua dch v ca n v na hay khng cn ph thuc vo cm gic h c c i x cng bng sau dch v khng hon ho hay khng.
Dch vu khong hoan hao Loai dch vu khong hoan o tram trong cua dch vu khong hoan Qua trnh khoi phuc Chnh sach boi thng X Toc o phan hoi Cach thc xin loi X Cach khi au Qua trnh phuc vu Thoa man vi dch vu o
Ket qua
Tien trnh giao tiep
M hnh v s tha mn ca khch hng vi thuyt cng bng (Ngun: Smith, Bolton & Wagner, 1999) 26

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Cng bng trong qu trnh phc v c nh ngha l n v dch v c a ra cc bc c th gii quyt vn hay khng. kha cnh ny, khch hng nh gi n v dch v cc im: c ai ng ra nhn lnh trch nhim gii quyt vn v dch v khng hon ho hay khng, tc phn hi, mc linh hot trong gii quyt, theo di v kim sot qu trnh gii quyt. Cng bng v kt qu th hin kt qu hu hnh v c th. iu ny c ngha l khch hng trng ch mt chnh sch bi thng tha ng. V d nh mt mn n trng ming min ph cho bui phc v ba n ti chm trong mt nh hng, hoc mt ci o mi thay th cho chic o ca hnh khch b vy bn vt c ph do s sut ca tip vin, hoc mt mn qu tng trng thay li xin li cho mt chuyn bay tr. Cng bng trong tin trnh giao tip th hin ch nhn vin phc v c giao tip ci m, chn thnh, lch s, chuyn nghip, gii thch nguyn nhn dn n dch v khng hon ho v cch thc gii quyt c th. V vy, mc hi lng ca khch hng o lng c thng qua vic nhn vin phc v t ra quan tm khch hng nh th no trong qu trnh ny.
2.5 Cng c kim sot cht lng dch v

2.5.1 Phiu kim tra
Phiu kim tra l mt trong by cng c truyn thng thng c s dng cho vic thu thp d liu. D liu thu c t phiu ki m tra l u vo cho cc cng c phn tch d liu khc, do y l bc quan trng quyt nh hiu qu s dng ca cc cng c khc a) Phng php thu thp d liu: Ghi chp li cc d liu vo mu h s tiu chun Ghi chp li mi d liu cn thit i vi cc loi hnh cng vic, my mc, thi gian khc nhau, d liu cn chnh xc v y ni dung tin cy dng con s c ngha cho mc ch kim tra Phiu ghi chp cn c k tn xc nhn hoc ng du bi nhng ngi c trch nhim kim tra. Sau khi xc nhn h s ng n, cn b qun l c trch nhim kim tra v k tn hoc nh du vo ct c th chng minh s ph duyt.
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b) Cc d liu cn ghi Cc d liu cn ghi trong phiu kim tra c th bao gm: Tn, s hiu sn phm/ s hiu chuyn bay Ni dung/ tn qu trnh Tn thit b Tn cng vic Tn ngi vn hnh Tn ngi ghi h s M t cc c tnh cht lng. MU PHIU KIM TRA ( GIO VIN T A RA V D)
2.5.2 Biu Pareto

a) Khi nim: Biu Pareto c Loren xy dng da trn hc thuyt PARETO (tn ca mt nh kinh t hc ngi ) l phn ln ca ci ca x hi nm trong tay mt s t ngi. Tin s Juran (M) ng dng phng php ny vo lnh vc qun l cht lng tip theo phn loi cc vn cht lng thnh vn trng yu v th yu. ng ch ra rng phn ln cc khuyt tt v chi ph cht lng cho cc khuyt tt ny xut pht t mt s t nguyn nhn trong s nhiu nguyn nhn. Biu PARETO s dng cc ct minh ha cc hin tng v nguyn nhn, nhm li cc dng nh l cc khuyt tt, ti sn xut, sa cha, khiu ni v hng hc. Cc ng gp khc c thm vo ch ra tn sut tch ly. Biu PARETO cho thy: Hng mc no quan trng nht. Hiu c mc quan trng. nhn ra t l mt s hng mc trong s cc hng mc. T l ci tin c th thy c sau khi ci tin cc hng mc. ln ca vn d dng thuyt phc khi nhn thong qua. Mc ch s dng biu PARETO: Quyt nh vn trng yu cn gii quyt. Thy r s khc nhau gia trc khi ci tin v sau khi ci tin. Bo co hay ghi li mt cch d hiu.
b) c)
MU BIU PARETO ( GIO VIN T CHO V D)
2.5.3 Biu nhn qu/ Biu xng c

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a)
Khi nim:
Biu nguyn nhn v kt qu ch mi lin h gia cc c tnh mc tiu v cc yu t, nhng yu t dng nh c nh hng n cc c tnh, biu din bng hnh v ging xng c. Biu nhn qu do nhng ngi cng lm vic thu thp v phn lai bng kinh nghim v kin thc ca h phn tch cc yu t ging nh biu Pareto v cc biu khc. Biu nhn qu cn c gi l biu xng c, biu ISHIKAWA. b) Xy dng biu nhn qu
Hnh dng ca biu nhn qu ging nh hnh xng c. Xng trung tm l xng sng, sau n xng ln, xng va v xng nh ( Hng mc ln, va, nh..) c v ni nguyn nhn v kt qu. Do phi sp xp cc yu t lin quan mt cch c h thng v bu nhn qu. HNH DNG CA MT BIU NHN QU
Cc c tnh kt qu
Xy dng biu nhn qu PHNG PHP PHT HIN CC YU T CA BIU NHN QU Thc hin theo phng php huy ng tr no, gm cc bc: Bc 1: a ra cc c tnh tho lun, cc c tnh phi ph hp vi vn cn gii quyt vi mc ch r rng 29

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Bc 2 : Tho lun cc yu t, nhng yu t no nh hng ti c tnh v thu thp cc yu t ny. Thng thng khong 30-40 pht pht huy tr no tp th, c th a ra cc yu t m t qua giy hoc th. (Lu pht huy tr no trn nguyn tc khng ph phn, ch trch kin ngi khc, vit ra cng nhiu kin cng tt, hoan nghnh cc kin t do v khng cng s thch, b tr, sp xp v sa cha cc kin khc) Bc 3: Phn loi cc yu t t 4 n 8 hng mc v v xng ln. Yu t xem xt cc hng mc ny bao gm: My mc/ Thit b (Machine), Nguyn vt liu (Material), Con ngi/ Ngi vn hnh (Men), Phng php (Method), o lng (Measurament), Mi trng (Enviroment), Cng ngh thng tin (IT) Bc 5: nh gi tm qua trng ca mi yu t v nh du vo cc yu t c nh hng ln n c tnh cht lng c xem xt. S DNG BIU NHN QU t c cng vic tt, kt qu tt, cn thit l phi la chn nhng yu t no nh hng n cc c tnh v thc hin cc bin php i vi cc nguyn nhn thc l h thp gi tr trung bnh hoc s bin ng ln. Biu nhn qu rt c hiu qu trong nhng trng hp di y: bit c nguyn nhn xy ra cc khuyt tt. Biu nhn qu l cng c hu hiu sp xp mi quan h gia nguyn nhn v kt qu, pht hin ra cc nguyn nhn thc phn tch v phn loi xem vn tn ti u . chun b cc bin php ci tin. MU V D 01 BIU NHN QU ( GIO VIN T CHO V D)
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3 Qun tr mi quan h khch hng

3.1 Tng qut v qun tr mi quan h khch hng
Ngy nay, cc doanh nghip dch v vn ang tip tc khng ngng tm cch xy dng lng trung thnh ca khch hng vi thng hiu. Vic gi chn khch hng tr thnh mt chin lc ch lc, phn nh tm nhn di hn hn l lm cho khch hng hi lng hoc nng cao cht lng dch v. Vi xu hng cnh tranh ngy cng cao v chi ph thu ht mt khch hng mi c khi gp nm hay su ln chi ph gi chn mt khch hng c, cc doanh nghip ngy cng ch trng vo vic cung ng dch v hng vo khch hng, ng thi xy dng v thc hin marketing mi quan h (Relationship marketing). Th ngh xem, bn ang gi in thoi n mt ngn hng, bn mun ngi nhn vin tip bn thng bo cho bn bit rng ln giao dch cui cng trn ti khon ca bn lin quan n vic g, hoc yu cu kt ni ti khon ca bn trn Internet, hoc cho bn bit sao k ti khon ca bn. Bn khng mun phi gii thch nhiu v mun duy tr giao dch nh th ngn hng c mi quan h thn quen vi bn. thc hin c iu ny, ngn hng cn c mt h thng my tnh qun tr cc giao dch qu kh ca bn v cho php nhn vin truy nhp vo cc thng tin khi h giao dch vi bn. Ngn hng ch ng sng to, pht trin v duy tr cc giao dch hai chiu cam kt v i bn u c li vi khch hng hoc i tc qua thi gian. l cch ngn hng marketing bn bng mi quan h thit lp v s dng cng c cng ngh thng tin qun tr mi quan h (Customer Relationship Management CRM). V vy, marketing mi quan h c nh ngha l thit lp, duy tr, v cng c cc mi quan h c li vi khch hng v cc i tc khc t c mc ch ca cc bn tham gia. iu ny t c bng cch trao i qua li v thc hin li ha.
3.1.1 Yu t xy dng mi quan h

mt ngi tng lai c th l khch hng tr thnh i tc ca doanh nghip nh hnh v m t di y, vic xy dng mi quan h tri qua by giai on theo thi gian: l thu ht, thit lp, to dng, pht trin, duy tr, cng c v trung thnh. V vy, mi quan h c to lp trn cc yu t ch yu bao gm s tin tng, s tha mn ca khch hng, gi tr mang li, truyn thng hiu qu v mi rng buc x hi. S tin tng c xem l yu t ch yu trong mi quan h. iu ny bao hm s tin tng, s ng tin cy vo qu trnh v nhn vin cung ng dch v. Nim tin ca khch hng thng t vo kh nng ca doanh nghip, mc thnh tho v kin thc ca nhn 31

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vin giao dch. Trong giai on ny, khch hng thng vo th d b dao ng v gp ri ro, v vy, tin tng l mt yu t quan trng gip khch hng v doanh nghip tip tc duy tr giao dch. Th tng tng bn ang s dng dch v t vn v qun tr, t vn vin rt cn s tin tng t ngi khch hng bi v cc hot ng t vn rt kh nh gi mt cch khch quan. S tha mn ca khch hng c nh hng rt ln n s cam kt v mi quan h ny. Cc cuc nghin cu cho thy khng my khch hng cc k hi lng vi dch v li b thng hiu . Gi tr mang li trong mi quan h c xc nh qua khong cch gia li ch nhn c v chi ph b ra. Cc khch hng trung thnh thng mong i mt mc gi cng bng, nhng vn lun i hi gi tr t mi quan h nh c trn trng, c nhn din l khch hng thng xuyn ngay t khi mi bc vo khu vc giao dch ca doanh nghip, tin tng l nhn vin thu hiu v to ra cc giao dch c li cho khch hng. Truyn thng hiu qu c hiu l cc hnh thc chia s thng tin chnh thc hoc khng chnh thc, c li v lin quan gia khch hng v nhn vin. Vic truyn thng tt bao gm c vic chuyn ti s cm thng, p ng yu cu nhanh chng v hiu r sn phm cung ng s gip duy tr v nui dng mi quan h ny. Mi rng buc x hi hay cn gi l tnh bng hu dn n mc cam kt trong mi quan h rt cao. Gi tr l ch mi rng buc ny c to lp theo thi gian. Th ngh v th ht hoc un tc, h c rt c o to bi bn v marketing nhng theo cc cuc nghin cu cho thy mc cam kt v mi quan h lu di ca khch hng i vi h kh cao. l do mi rng buc x hi c pht trin trong qu trnh giao dch (ht/ un tc), h khng ch tho lun cc kiu tc m cn ni chuyn v gia nh v cc vn x hi khc.
Marketing mi quan h
Qun tr mi quan h i tc Ngi bnh vc
Cam kt mi quan h
Khch hng thnh vin Khch hng lp li Khch hng ln u
Thu ht Thit lp To dng Pht trin Duy tr Cng c Trung thnh
Khch hng tng lai
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Ngun: L. Kirchmajer, 1999.
3.1.2 Phn loi mi quan h

Pht trin mi quan h i hi t nht c hai nhn t giao dch vi nhau. Theo Gummersson (1995, nu trong McColl-Kennedy, 2003), mi quan h c chia ra lm ba loi: hai mt l mi quan h gia khch hng v doanh nghip; ba mt lin quan n mi quan h tay ba gia khch hng, doanh nghip cung ng hin ti v i th cnh tranh; v mng li lin quan n tt c cc bn tham gia trong dy chuyn phn phi. Tuy nhin, mt cch phn loi cc mi quan h phong ph hn v bao qut hn c Teale (1999, nu trong McColl-Kennedy, 2003) m t nh trong hnh v sau:
Moi quan he theo hp ong

4. Qu he an mang tnh h p og la da n u i 5. Lie n minh 6. Ma g n l i 1. Giao d ch 2. Giao d la la ch p i 3. Qu he an phu thu c gi ng o a i mu va a ngba i n
Moi quan he phi hp ong
Mi quan h theo hp ng ch trng vo hp ng lin quan n vic giao hng v gii quyt cc tranh chp, trong khi mi quan h phi hp ng thng ng pht trin t cc giao dch c lp i lp li m khng c hp ng hay giao ko tn ti.
3.1.3 Phng php marketing mi quan h

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Marketing mi quan h c bn phng php thc hin: l gi th trc tip (direct mail), marketing trc tip (direct marketing), marketing d liu (data marketing) v qun tr mi quan h khch hng (customer relationship management). Trong bn phng php ny, c mt s c im khng tch bch, c ngha l vn c s chng cho v ngha v ni dung gia cc phng php. Gi th trc tip hoc marketing qua in thoi l cc marketing mi quan h s dng c s d liu khch hng thng tin mt chiu n khch hng. Phng php ny thng s dng nh l mt cng c chiu th vi mc ch ngn hn. Marketing trc tip cng pht trin t phng php nu trn, nhng ch trng vo cc hot ng chiu th m d dng qun tr v sinh li hn. Phng php ny lin quan nhiu n chin thut truyn thng marketing v bn cho (cross selling) nhng mt hng khc ca doanh nghip m khch hng cha tng mua. Marketing d liu l phng php s dng cng ngh thng tin trong ton mng ca doanh nghip nhm thu thp v lu tr cc d liu lin quan n c nhn khch hng trong qu kh, hin ti v/ hoc khch hng tim nng, duy tr th thng nht ca ngun d liu cho vic lin tc kim sot khch hng, truy nhp vo kho d liu cho tng tnh hung giao dch c th v s dng thng tin thit lp chin lc marketing v y mnh cc cuc giao dch c nhn v to mi quan h vi khch hng. S dng marketing c s d liu s c cc li ch nh to kh nng c nhn ha nhng ln giao dch nhm cung ng dch v theo yu cu c nhn. C s d liu s l ngun thng tin ng tin cy gip doanh nghip nh n khch hng ca mnh v a ra cc chng trnh xy dng lng trung thnh ca khch hng mt cch hiu qu, v c th p ng nhanh chng nhu cu c nhn ca khch hng. Qun tr mi quan h khch hng (CRM) c xem l knh truyn thng c nhn bao gm giao dch i mt, gi th, gi in v giao dch qua Internet. C th hn, CRM l mt hnh thc marketing c s d liu (database marketing) ha trn gia marketing mi quan h v cng ngh thng tin qua mt phn mm bao hm c cu trc t chc, h thng, vn ha doanh nghip v nhn vin. Ni tm li, CRM c xem l mt chin lc chn la v qun tr cc mi quan h khch hng c gi tr v yu cu hng n khch hng v trit l h tr marketing, cng tc bn v cc qu trnh cung ng mt cch hiu qu.
3.1.4 Chin lc xy dng marketing mi quan h

Berry (2002) tho lun nm chin lc xy dng marketing mi quan h: l xy dng v pht trin dch v li, c nhn ha mi quan h n tng khch hng, to gi tr gia tng cho dch v, nh gi v marketing ni b.
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Xy dng v pht trin dch v li (Core service) l chin lc ch o trong marketing mi quan h nhm thit lp mi quan h khch hng xoay quanh dch v li . Dch v li l tng l dch v c kh nng thu ht khch hng thng qua c im p ng nhu cu v mong i ca khch hng, gn kt doanh nghip vi biu tng cht lng v bn vng, cung cp nn tng pht trin cc dch v ph tr. C nhn ha mi quan h n tng khch hng (Relationship customization) bng cch thu hiu cc c tnh c th, yu cu ca tng c nhn khch hng v a ton b thng tin vo c s d liu v ly ra s dng khi cn. Nu lm c iu ny, doanh nghip c th thit k dch v chnh xc theo tng tnh hung hoc trng hp c th. To gi tr gia tng cho dch v (Service Augmentation) lin quan n vic cung ng cc th thm vo sn phm dch v chnh nhm to s khc bit vi i th cnh tranh. nh gi (Relationship pricing): Xa c cu, gi tt dnh cho khch rut hnh thnh c s cho vic nh gi i vi cc mi quan h, y l mt chin lc khc xy dng lng trung thnh ca khch hng. Khi nim gim gi theo s lng khng cn l mi, nhng nhiu doanh nghip cung ng dch v p dng khi nim ny mt cch sng to nh chng trnh khch hng thng xuyn ca cc hng hng khng l mt n lc trong vic xy dng lng trung thnh ca khch hng. Marketing ni b (Internal marketing) l cch to dng nim tin t cn b nhn vin ca doanh nghip bi v cht lng dch v ph thuc rt nhiu vo trnh chuyn mn, tay ngh v thi ca h i vi khch hng. Nhng cuc gp g v i thoi gip cho ban qun tr c th hiu r nhu cu v mong i ca nhn vin, t lm cho nhn vin hi lng vi cng vic v doanh nghip. C nh vy h mi phc v khch hng tt v vi cht lng cao, t xy dng lng trung thnh ca khch hng i vi thng hiu.
3.2 Xy dng cch thc qun tr mi quan h khch hng

CRM l chin lc tip cn khch hng bng s kt hp con ngi, qu trnh v cng ngh ti a ha mi quan h ca mt t chc vi tt c cc khch hng. Gi tr tht s ca CRM l bin i chin lc, tin trnh hot ng v chc nng kinh doanh nhm mc ch duy tr khch hng v gia tng lng trung thnh ca khch hng v li nhun ca doanh nghip (theo nh ngha ca Aris Pantazopoulos - Founder, CRM Today). CRM c th hiu n gin l chic cu ni gia doanh nghip v khch hng m qua chic cu ni doanh nghip hiu r hn v khch hng ca mnh tha mn nhu cu ca khch hng v gia tng li nhun. CRM cn l qu trnh tng tc gia doanh nghip v khch hng c hai cng t c mc tiu. 35

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CRM Customer Relashionship Management (thut ng qun tr mi quan h khch hng s dng cng ngh chm sc khch hng trc tuyn), c ng dng trong chin lc kinh doanh ly khch hng lm trng tm, cho php cng ty ca bn c th truy xut d liu khch hng thng qua cc cuc giao dch gia nhn vin cng ty v khch hng. Khi bn thc hin lu tr thng tin khch hng theo dng h s, bn c th chuyn ti cc ni dung cuc tip xc vo h s thng tin khch hng, khi y, bt c nhn vin no trong cng ty ca bn cng c th trao i vi khch nh th bit v khch hng t trc. Thng qua vic s dng cng ngh CRM, gip chng ta thu hiu mi quan h gia cng ty v khch hng, chng ta cn c th to ra mi quan h mt-mt (one to one) trc tuyn vi hng trm hay hng nghn khch hng cng mt lc. S dng CRM hiu qu: (Ngay tc th) Gip chng ta lm hi lng khch hng ngay tc th, v chng ta c thng tin p ng yu cu, hay vn ca khch hng ngay. (C nhn ha) Gip chng ta p ng nhu cu ring bit cho tng c nhn khch hng.
3.2.1 Lp h s khch hng/ C s d liu khch hng

LP THNG TIN KHCH HNG Lp danh sch khch hng mc tiu. Lp danh sch cc khch hng khc (c quan hu quan, i tc, khch hng vng lai, cc a ch cn lin h khc nh : bnh vin, khch sn, cng ty du lch, nh hng, ca hng/ trung tm mua sm, ). D liu c nhn khch hng (Tn, tui, a ch, s in thai, ngy sinh, ngy k nim c bit, s thch). C nhn s thng xuyn cp nht, theo di v x l. THIT LP C S D LIU KHCH HNG Chun b Thnh lp nhm chm sc khch hng Lp k hoch chm sc khch hng Thc hin k hach Xc nh nhng thng tin v khch hng Xc nh khch hng mc tiu . Phn nhm khch hng theo c im v tnh cht phc v (theo vng a l, theo lin minh, theo tn sut, tnh cht hp ng, theo vng vn ha, chnh sch, chin lc khai thc ) Xy dng c s d liu thng tin khch hng ca tng hng hng khng phc v (bao gm: chnh sch, quy trnh, yu cu, tnh cht khch hng ca tng vng vn ha). 36

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Tm hiu v cp nht thng tin khch hng thng xuyn (c th bao gm khch VIP/CIP, v s thch c nhn, nhu cu ch ngi,) ca tng hng HK. S dng phn mm exel, word hoc phn mm ring
3.2.2 S dng thng tin khch hng

XC NH NHNG NGUN THNG TIN V KHCH HNG NGUN THNG TIN NHNG YU T CN XEM XT Ngun lc ca cng ty: Nhng thng tin sn c s cung Nhng d liu v khch hng c cp cho bn s lng v chi tit sn. nhng loi hnh dch v m khch hng s dng, li ch m h nhn c. Nhng hip hi ngnh ngh Nhng hip hi ny thng xut Cc hip hi ngnh ngh i din bn nhng tp ch hoc cc bn cho nhng lnh vc c th ring. tin, thng c trang Web m bn c th tham kho bit thm thng tin v cc khch hng. Nhng bo co chuyn nghip Thng c vit thnh nhng Cn phi tr ph c nhng thng bn tm tt c th v c cng tin m bn yu cu t cc t chc b, c th c tham kho thng nghin cu th trng chuyn tin. nghip. Phn hi t khch hng y l mt ngun thng tin cc k quan trng v nhng nhu cu v th hiu ca khch hng bi v n bt ngun trc tip t khch hng
3.2.3 Theo di duy tr h s khch hng

nh k (tun/ thng/ qu) cp nht thng tin mi vo h s khch hng Duy tr bn k hach hnh ng/k hach chm sc khch hng S dng biu Gant kim sat k hach thc hin v trin khai k hach ng thi hn, trnh b b st. V qu trnh chm sc khch hng l to dng mi quan h lu di v bn vng, vic thng xuyn duy tr k hach chm sc khch hng l to thi quen tt v pht trin vn ha ca t chc lun hng n khch hng .
L cn b qun l b phn, chng ta nn thng xuyn ch ng lin h v trao i thng tin vi khch hng. 37

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Mt s cch thc gi duy tr mi quan h gn b bn cht vi khch hng: T chc survey (ly kin khch hng) nh k v khng nh k. Gp g, phng vn khch hng tm hiu nhu cu v cc yu cu trong qu trnh cung cp dch v. Gi th tay, th in t trao i, gii thiu thng tin ca cng ty n khch hng, chia s kinh nghim v cc ngun thng tin c li cho khch hng. T chc tic, hi tho v mi khch hng cng tham d. Thnh thong nn tm cch tip xc, gp g ring vi khch hng.
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4 Chin lc chm sc khch hng

4.1 Chnh sch chm sc khch hng
4.1.1 Tiu thc phn nhm khch hng
Vng a l Phn theo vng a l: Quc tch Ni sinh sng im i/im n Ni mua Hnh vi
Phn theo hnh vi Thi im tiu dng S dng dch v nh th no Li ch tm kim Mc tiu dng Tn sut s dng Mc trung thnh Phn nhm KH theo iu kin KT-XH Tui Cc giai on trong cuc sng gia nh, kch c gia nh Gii tnh Thu nhp Ngh nghip Gio dc Tn gio Chng tc Quc tch Phn nhm theo tm l- li sng 39

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Tng lp x hi Phong cch sng C tnh Phn nhm theo nhu cu v li ch Cc li ch khch hng khi mua/s dng dch v, v d An ton Tit kim c tn trng PHN NHM KHCH HNG PHI M BO 5 TIU THC o lng c (Phi o, m c) n nh (on th trng cn ln em li li nhun cho cng ty) C th nhn dng c (C th nhn dng khch hng hiu qu cung ng dch v ) Khc bit (Gia cc on phi c s khc bit. Tc l phn ng khc nhau vi chnh sch a ra.) C th a ra phng n phc v (Phi c kh nng a ra cc phng n thu ht on KH )
4.1.2 Xy dng chnh sch chm sc khch hng

Chin lc chm sc khch hng nhm mc ch: Xy dng v duy tr quan h vi khch hng Duy tr v nng cao cht lng dch v Chm sc khch hng c th bao gm chin lc: Dch v khch hng Khi phc s tn nhim ca khch hng
Thu hiu v Phn nhm KH
Xc nh nhm KH mc tiu
ra mc tiu v chnh sch cho tng nhm
Kim tra Gim st o lng
T chc thc hin

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Xy dng Quy trnh thc hin

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Chin lc xy dng quan h khch hng: Cung cp cht lng dch v tuyt ho v gi tr cho khch hng Phn nhm khch hng chnh xc Xy dng xut gi tr (value propositions) Cc chin lc i t cp thp n cp cao hn Vic la chn chin lc ph thuc vo: Loi hnh kinh doanh i tng khch hng Cp trung thnh c Nng lc ca cng ty Cc cng c Chng trnh CRM Chng trnh khch hng thng xuyn Chng trnh chm sc khch hng
4.2 Vn ha chm sc khch hng

VN HA CNG TY T KHCH HNG LN TRN HT Vn ha l tp hp cc gi tr, nim tin v chun mc c xc lp, chia s trong cng ty lm c s kim sot cch hnh x ca cc thnh vin trong cng ty v vi khch hng nhm t c mc tiu chung nh ngha 1: Nn vn ha dch v Vn ha l tp hp cc gi tr, nim tin v chun mc c xc lp, chia s trong cng ty lm c s kim sot cch hnh x ca cc thnh vin trong cng ty v vi khch hng nhm t c mc tiu chung. nh ngha 2: Vn ha Chm sc khch hng tn trng v th hin cc gi tr: Tn trng c nhn Hiu qu Lch s ng tin Thn thin Linh ng Trung thc Vn ha ca Southwest Airlines 11 thi c bn ca ngi qun l: 41

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1. NV lun l s 1. Cch bn c x vi nhn vin chnh l cch bn c x vi khch hng. 2. Bt u t nhng iu nh pht trin ln mnh 3. Thi im kh khn chnh l thi gian tt th hin k nng qun tr. 4. S thiu tn knh cp trn khng coi l trng ti 5. Hy l chnh bn 6. Vui v ti chnh ni lm vic 7. Hy thi ua, cnh tranh nghim tc 8. Kh c th thay i thi ca con ngi v vy hy la chn nhng nhn vin c thi tt v sau dy h k nng 9. Hy ngh cng ty ang l nh cung ng dch v trong ngnh hng khng 10. Hy lm bt c vic g cn thit 11. Thng xuyn thc tp Quy tc vng d trong ni b hoc bn ngoi
KHUYN KHCH THI XEM TRNG KHCH HNG Lun quan tm n nhu cu ca khch hng l cha kho c th p ng nhu cu ca h. Hy thc y thi xem khch hng l trn ht bng cch khuyn khch mi ngi tp trung vo nhu cu ca khch hng v nhn bit c tm quan trng ca th trng i vi cc vn ni b. LUN N KHCH HNG Hy gip cc thnh vin ca nhm lun ngh v khch hng bng cch lp bng ghi nhn tnh hnh tho mn ca khch hng v t ch mi ngi c th thy uc d dng, trn ghi nhn thnh cng v nhng vn phi gii quyt vi khch hng bn ngoi di dng biu . Bn cng c th ghi doanh s bn hng ln bng, th hin c gi tr doanh s lp li, hay phn trm th phn t c. m bo rng bn cng nu bt c cc vn cn phi gii quyt. HY CHO KHCH HNG NH NGHA CHT LNG Hy m bo rng cht lng sn phm v dch v m bn cung cp p ng c k vng ca khch hng, ch khng phi ch p ng c cc tiu chun cht lng ni b. Hy cn i gia s hu ch (nhng gi tr m sn phm v dch v ca bn mang li cho khch hng), gi c (quan im ca khch hng v chi ph m h phi tr) v thi gian (tc cung cp hng ho hoc dch v hoc p ng yu cu h tr cho khch hng). Hy ghi 42

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nhng tiu ch ny ln bng, theo di mc tho mn ca khch hng. Nu bn khng c tip xc khch hng nhiu, hy tho lun vi nhng ng nghip tip xc trc tip vi khch hng m bo rng cc tiu ch cht lng ca bn l chnh xc.
4.3 Cc hnh thc chm sc khch hng

4.3.1 Thm hi, tng qu
a) ngha: Nhm gn kt bn vng mi quan h vi khch hng v duy tr tin cy ca khch hng i vi cng ty, qua , khng ngng thc y hnh nh cng ty qua cc chng trnh chm sc khch hng. b) K hach chun b Lp danh sch khch hng (phn theo th t A,B,C, tn hng, tn quc gia..) Lp danh sch cc ngy quc khnh (c th lin h dch v 1080 ng k mua thng tin ny) Tm hiu ngy thnh lp hng hng khng, ngy thnh lp cng ty i tc, tm hiu ngy sinh nht ca cc nhn vt ch cht ca hng hng khng, khch hng T chc tng hoa, tng qu nhn cc dp l ln nh: Tt dng lch, Tt m lch, k nim ngy thnh lp cng ty ca mnh, ca i tc, ngy quc khnh ca khch hng, nhn ngy sinh nht, cc dp, s kin quan trng ca khch hng. Vo ngy quc khnh: tng hoa cho khch hng (hng hng khng), trin khai cho nhn vin chc mng hnh khch c quc tch ca quc gia khi lm th tc check-in ti sn bay. C nhn s thng xuyn theo di v nh k cp nht cc thng tin lin quan n khch hng v xut vic t chc thm hi v tng qu. c) K hach thc hin: Lp k hoch nm, k hoch trin khai chi tit (mu k hoch gio vin t a v d) trong d tnh ngn sch thc hin. T chc thc hin theo phn cp qun l hoc thnh lp mt nhm chuyn trch thc hin. Thc hin hng thng.
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4.3.2 Cc hnh thc t chc hi tho, hi ngh, s kin

C rt nhiu hnh thc t chc ty theo mc ch. Di y l mt s gi phi hp t chc: T chc Hi tho cht lng: n nh thi gian, nh k t chc, to thi quen, vn ha ng gp kin, chia s thng tin nng cao cht lng, hi tho cht lng c th t chc theo cc hnh thc: Hnh thc Mc ch ngha Phi hp vi khch hng Nng cao cht lng dch v L dp cng ty bn v khch ng t chc hi tho cung cp cho khch hng hng c c hi tho lun, a ra cc tng, xut cc ci tin nhm mc ch nng cao cht lng dch v. Tht cht mi quan h gia t chc ca bn v khch hng. Cng ty t chc v mi Nng cao cht lng dch v Th hin cam kt nng cao cht khch hng tham d cung cp cho khch hng. lng dch v ha vi khch hng. Th hin cng ty lun t khch hng lm trng tm. Khch hng t chc v mi Nng cao cht lng dch v Thin ch mong mun cht cng ty cung cp dch v cung cp cho khch hng. lng c duy tr tt v n tham d nh. Nhn mnh tm quan trng ca vic nng cao cht lng dch v cung cp cho khch hng. T CHC HI NGH/ TIC KHCH HNG Hnh thc Hi ngh khch hng Mc ch Trao i kinh nghim Tho lun cc vn cn quan tm Thu thp thng tin khch hng ngha Tht cht mi quan h kinh doanh. Tng kt thnh qu sau mt nm/ mt d n. Lng nghe kin, xut ca khch hng. Cp nht thng tin khch hng.
Tic khch hng
T chc l tng kt cht Cng b thnh qu ca cng ty lng dch v cung cp v vi khch hng. 44

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km tic chiu i
Tic chiu i ( Gala Dinner, Thank you Party,..)
Chiu i khch hng l chnh.
Th hin thin ch hng n khch hng ca cng ty. T chc dp gp g, giao lu gia cng ty vi khch hng v gia cc khch hng vi nhau. Tng thng cho khch hng, to cm gic thoi mi, th gin cho khch hng. Xa b mi ro cn, khong cch, tht cht hn na mi quan h vi khch hng. ngha To iu kin khch hng tham gia trc tip vo cc chng trnh do cng ty t chc (khch mi khng cn l khn gi m l ngi chi trc tip). Khch hng cm nhn cm gic khc l so vi cc cuc Hi Ngh khch hng khc m h tham d. Khch hng s lun k v s kin t chc vi nim t ho mnh l thnh vin tham d cc chng trnh hp dn.
T CHC S KIN Hnh thc T chc s kin (Partner Rewarding Event )
Mc ch To cho khch hng mt n tng kh qun, mt k nim duy nht trong nm. nh du k nim mt s kin trng th no (v d: UA k nim mt nm u tin m ng bay M- Vit nam, .)
4.3.3 Cc hot ng chm sc khch hng mang tnh thng mi

Cc hnh thc sau hng n chm sc khch hng, tuy nhin mt s hot ng ch yu hng n ngi tiu dng.
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To gi tr cng thm
Khuyn mi
Nhm u tin
Cho i nhn li
Tng thng
Hng n khch hng
To gi tr cng thm Thm dch v c lin h cht ch vi sn phm. Tng hiu sut hay hiu qu trong qu trnh s dng sn phm ca khch hng. Cng thm sn phm hay dch v khc khch hng thng dng. Mang n cc tin ch vo cc dp c bit trong nm. Lin kt vi i th cnh tranh to thun li cho khch hng
Khuyn mi Tng qu min ph im thng Phiu chuyn i Bn hng gim gi Ti tr c bit Trng thng
Nhm u tin 46

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Xy dng Cu lc b , Khch hng Thn thuc, VIP Khai thc yu t gio dc, sc kho, y t, Nhm u tin tm thi
Cho i nhn li Hot ng t thin Thc hin trch nhim x hi gio dc m bo mi trng Ti tr cho cc hot ng cng ng
Tng thng Quan tm n khch hng Tng qu nhn dp c bit Phn thng cao cho mc thng xuyn cao Chng trnh khch hng u i
Hng n khch hng To iu kin d dng Gi mi vic n gin To iu kin thun tin nht n vi khch hng Cp nht thng tin sn phm Thng bo tin mua hng Mang sn phm n tn tay Cho nhng g khch hng mun Lng nghe c mun ca khch hng To ra sn phm/ dch v m khch hng yu cu C nhn ha mt hng
4.4 X l thng tin phn hi

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4.4.1 Quan h vi Trung tm TT phn hi VNA

Cu trc h thng TTPH ca VNA (Cu trc thng tin v cu trc quan h) Cu trc thng tin (Tham kho cng vn 1290/ 1291/TCTHK-KHTT ngy 31/10/2006 ngy v vic ban hnh quy nh v cng tc TTPH). Cu trc thng tin: Trang 3-4, Mc III: Bn knh thng tin: Th, iu tra khch hng, iu tra cng chng v bo co ni b. Th: tu theo ni dung th ca khch m c th phn ra thnh 2 loi th khen v th khiu ni. Th khen: L th m ni dung ca n bao gm cc nhn xt, nh gi mang tnh tch cc, ng vin i vi cc hot ng sn xut kinh doanh, quan h bn hng, quan h khch hng, quan h x hi, uy tn, cht lng sn phm; cht lng, thi , tc phong, quy trnh, t chc phc v ca hng, cc n v, b phn hoc cc c nhn trc thuc. Th khiu ni: l th m ni dung ca n bao gm cc nhn xt nh gi ph phn i vi tt c cc lnh vc, ni dung nu trn, c km theo hoc khng km theo yu cu bi thng vt cht hoc bi thng danh d mi mc , hnh thc no.
Cu trc quan h (Tham kho cng vn 1290/ 1291/TCTHK-KHTT ngy 31/10/2006 ngy v vic ban hnh quy nh v cng tc TTPH). Cu trc quan h: Trang 3- v 4, Trang 3-4, Mc III: p ng c tt c cc yu cu t ra cho h thng TTPH, v mt quan h h thng c cu trc bi: mt trung tm qun l, cc n v v cc thnh vin. Trung tm: L n v m nhn nhim v t chc qun l, iu hnh cc hot ng thu thp, x l v qun l TTPH; hng dn khai thc ton b c s d liu v TTPH ca Hng; chu trch nhim chung trc Lnh o Hng v cc hnh thc hot ng thu thp v qun l TTPH; c trch nhim trin khai, hng dn cho cc n v tham gia h thng cc k nng, yu cu nghip v cn thit lin quan n cc hot ng t chc v qun l TTPH; ch tr thc hin cc hot ng iu tra khch hng v iu tra cng chng cp Hng; phi hp (m bo v mt phng php) thc hin cc chng trnh iu tra ca cc n v ng thi l Trung tm ca cc hot ng quan h khch hng cp Hng, lp cc bo co nh k v tnh hnh hot ng ca h thng TTPH.
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Trong m hnh quan h ca h thng TTPH, vi cc chc nng nhim v c giao, phng iu tra Th trng v Quan h Khch hng thuc Ban K hoch Th trng ng vai tr l Trung tm. n v: Bao gm cc ban ngnh chuyn mn khi c quan (k c Vn phng i ngoi), cc Trung tm, on bay, on tip vin, cc vn phng khu vc, cc phng thng mi, cc c quan i din ti nc ngoi, cc X nghip Phc v K thut Thng mi mt t, cc X nghip sut n do Hng qun l ton b. Tuy nhin cc hot ng t chc v qun l TTPH c tt v c trch nhim th mi n v phi c ra mt b phn chuyn trch hoc kim nhim trc tip hay phi hp thc hin cc hot ng thu thp v x l cc TTPH, gi l cc Thnh vin ca h thng. Cc n v theo chc nng nhim v ca mnh trong tng trng hp c th c gi l n v tip nhn hay n v x l TTPH trong h thng. n v tip nhn: l n v u tin tip nhn c th ca khch, c th l bt c n v chc nng no thuc Hng, hoc cc n v c s nh nu trn v cng c th l Ban Lnh o Hng. n v x l: l n v trc tip hay phi hp tham gia vo vic x l cc TTPH ph hp vi ni dung th v chc nng, nhim v, quyn hn ca mnh. Trong trng hp n v tip nhn ng thi l n v x l th n v tip nhn v n v x l l mt, lc ny n v thc hin c hai chc nng tip nhn v x l. Vai tr ca x l khiu ni ca khch hng qua giao dch th tn: Mi quan h gn b gia khch hng v VN khng ch c da trn vic cung ng nhng dch v tt ngay t ln u khch hng chn la m cn bi 1 h thng khi phc dch v lm vic hiu qu. Vic c gi c khch hng hay khng ph thuc rt ln vo cng tc x l khi trc trc xy ra i vi khch hng. Nu chng ta lm tt khch hng s tr thnh tuyn truyn vin t nguyn cho chng ta. S hi lng v gn b ca khch hng s gy nh hng tch cc dy chuyn ti tm l lm vic ca nhn vin, em ti s hi lng v t ho v cng vic ca mnh. Gii quyt tt khiu ni v hon thin dch v: Khiu ni l mt c hi hon thin Khiu ni trong qu trnh cung cp dch v: kh khn l nhn vin phc v ti quy khng c thm quyn. Khiu ni sau khi dch v c cung cp, khng c nhiu la chn trong vic gii quyt, ch c th xin li, cung cp dch v khc thay th hoc bi thng di mt hnh thc no . Di bt k hnh thc no, gii quyt tt khiu ni vn c ngha quyt nh trong vic gi li khch hng cho doanh nghip. 49

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4.4.2 Qu trnh x l thng tin phn hi

(Tham kho cng vn 1290/ 1291/TCTHK-KHTT ngy 31/10/2006 ngy v vic ban hnh quy nh v cng tc TTPH). Bc 1: Tip nhn Tip nhn, xc nhn th vi khch, nhp th vo c s d liu Tip nhn th Tt c mi cn b CNV ca TCT ni chung, c bit thnh vin TTPH ni ring u phi c thc v QHKH, khi c phn nh ca khch hoc khch chuyn th u phi c thi tip thu, tip nhn sau chuyn v cho b phn TTPH/thnh vin TTPH x l. Trong mt s trng hp cc CV tip xc trc tip vi khch thc hin gii quyt ngay hoc phi hp vi thnh vin TTPH ca n v theo quy trnh ni b ca n v theo ng chuyn mn, thm quyn v tp hp bo co li cho b phn TTPH. Tip nhn qua in thoi hoc gp trc tip, cc thnh vin TTPH/ ngi ghi nhn ti n v cn lu : ghi nhn y thng tin v khch, a ch in thoi lin h, thng tin v chuyn bay, s vic xy ra, lin quan n n v no, khch lin h, tip xc vi nhn vin ca b phn no ca VN, tn nhn vin c th, nu c, ni dung s vic din bin nh th no, sau c gii quyt ra sao. VXL trong trng hp trng vi n v tr li th khch th c trch nhim xc nhn th vi khch v vic nhn th gp ca khch v thng bo ni dung th phn nh ang c xc minh v gii quyt, trong mt s trng hp c bit, nn c d liu qu trnh gii quyt v nh ngy tr li cho khch khch yn tm. Trong nhng trng hp c bit nh th khiu ni i bi thng, th cn x l gp, th ca cc i tng quan trng nh VIP, CIP, th VTN cn xc nhn nhn th khch v chuyn n n v thch hp x l khch yn tm trong qu trnh ch i chuyn th v xc minh thng tin.
Xc nhn th -
Nhp th Nhp ni dung th l khu rt quan trng: Nguyn tc l m bo tnh trung thc ni dung phn nh ca khch, mc d ni dung nhp tm tt ngn gn nhng cn phi y , mc khch phn nh, khch mong mun; i khi cn nhc li nguyn vn li khch th hin chnh xc ca khch. Ni dung phn nh th khch chnh xc v gn lin vi vic phn loi theo m dch v chung d dng la chn, tng hp bo co.
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Bc 2: Chuyn kin Sau khi nhn th khch, thnh vin TTPH ca n v tip nhn th cn c k nm bt ng ni dung, phn loi th/ kin ngay v thc hin chuyn th/chuyn kin n cc n v x l theo ng quy trnh. Nguyn tc chuyn kin: theo chc nng v theo thm quyn ca n v VTN - n v tip nhn: l n v u tin tip nhn c th ca khch, c th l bt c n v chc nng no thuc Hng, hoc cc n v c s hoc l Ban Lnh o Hng. VXL - n v x l: l n v trc tip tham gia v phi hp vo vic x l cc TTPH ph hp vi ni dung kin theo chc nng v thm quyn. Trong trng hp VTN ng thi l VXL th VTN v VXL l mt, lc ny n v thc hin c hai chc nng tip nhn v x l. Bc 3: Xc minh thng tin VXL c trch nhim thc hin vic xc minh thng tin lin quan n ni dung kin phn nh i vi n v theo chc nng nhim v. C th: khng nh thng tin ng/sai, tng trnh ca cc c nhn lin quan, tng trnh ca n v v din bin s vic thc t xy ra, nh gi thc hin so vi Q, QT, vn bn chnh sch hay chc nng, thm quyn ca nhn vin v n v (qu trnh tip xc vi khch, thi , li l gii thch, cc hnh ng... gii quyt vi khch). VXL ngoi vic tng trnh, xc minh s vic, cn thit phi c kin v vic nh gi mc li, khen, thc hin ng/sai chnh sch, Q, QT v kin x l i vi khch v i vi ni b, cc kin ngh khc. i vi nhng ni dung phc tp, kt qu xc minh chnh xc, VXL cn tham kho kin ca cc b phn chuyn mn ti n v hoc ban chuyn mn (TTHK, DVTT, BCL, VPKV...) v vic nh gi cng nh cc kin ngh gii quyt. Cc thng tin xc minh phi m bo tnh trung thc/chnh xc, thu o v m bo yu cu nhanh v thi gian cung cp thng tin. Trng hp nu cha m bo y , chnh xc v thu o nh gi, nhn nh v vic, n v x l lin quan cn xc minh thng tin b sung hoc xc minh li a ra kt lun cui cng. VXL sau khi xc minh y thng tin cn thit phi lp phng n x l kin lin quan. C th, trn c s ton b thng tin xc minh v kin ca ban chuyn mn, VXL cn phn tch v nh gi s vic xem mc li, khen, thc hin ng/sai chnh sch, quy nh, quy trnh a ra phng n x l cho kin lin quan. 51
Bc 4: Lp phng n x l -

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Phng n x l bao gm gii quyt i vi khch v ni b v lu la chn phng n ti u cn i m bo quyn li v quan h khch hng vi quyn li v uy tn ca VN. i vi mt s trng hp phc tp hoc vn bn quy nh cha c hay khng r rng cn xut hp phi hp trao i gia Trung tm, ban chuyn mn v n v khc a ra hng gii quyt thng nht v hp l. Lu : Trc khi thc hin bc bo co lnh o ph duyt phng n gii quyt cn c s trao i trc v thng nht gia cc VXL lin quan trnh cc bt ng v hng gii quyt cho khch v nhn nh li trong vic x l ni b.
Bc 5: Bo co ph duyt VXL thc hin gii quyt theo thm quyn, quyn hn c phn cp ti n v. Bo co trc tip vi lnh o qun l trc tip v phng hng gii quyt kin. Trng hp cn lm vn bn xin cp c thm quyn ph duyt th tin hnh son vn bn. Vn bn trnh lnh o ph duyt cn bao gm y ni dung: 1/ ni dung th khch phn nh (cn tm tt y trung thc); 2/ kt qu xc minh v kin ca cc n v lin quan, cc vn php l lin quan (lut, bo him...nu c), kin /kt lun ca n v x l v/hoc ca Trung tm v v vic; 3/ cc kin ngh: kin ngh x l vi khch (th tr li, xin li, phng n bi thng theo hoc ngoi quy nh hoc thin ch theo thm quyn,...) v kin ngh x l ni b (rt kinh nghim, cc xut bin php khc phc, phng nga).
Bc 6: Tng hp gii quyt v ng h s a. Gii quyt vi khch VXL thc hin gii quyt cho khch theo quyn hn/thm quyn hoc v theo ph duyt lnh o n v/TG. n v tr li th khch s tin hnh tr li /phn hi cho khch (di nhiu hnh thc nh th tr li, in thoi, gii quyt trc tip,), b. Gii quyt ni b Qua mt v vic c th hoc nhiu v vic tng t, VXL cn c khuyn co bng vn bn (cng vn trnh lnh o cho tng v vic hay tp hp nhiu v tng t hoc cng vn gi trc tip cho n v hoc ban chuyn mn cn kin ngh. Ni dung kin ngh ni b: + tp hp kin v li, bin php rt kinh nghim qun trit thc hin ng quy nh/quy trnh cng vic i vi nhn vin hay vi h thng i l ca VN. + bin php khc phc, phng nga hoc kin ngh Ban chuyn mn iu chnh chnh sch, quy trnh phc v v b sung thm cho ph hp vi qu trnh khai thc v m bo mc tiu cht lng dch v chung. + kin ngh iu chnh, b sung ni dung hp ng hoc trao i lm vic vi cc i tc tham gia vo dy chuyn cung ng dch v cho VN.
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+ kin ngh thanh tra, kim tra, iu tra nh gi cht lng dch v, xut xy dng chnh sch, quy inh, quy trnh mi v o to nhn vin, i l, nu cn.
Tng hp cc bc x l th:
Bc 1: Tip nhn Bc 2: Chuyn kin Bc 3: Xc minh thng tin Bc 4: Lp phng n x l Bc 5: Bo co ph duyt Bc 6: Tng hp gii quyt v ng h s
Mt s nguyn tc v lu trong vic x l knh th

H thng TTPH hot ng theo nguyn tc: x l phn tn, qun l tp trung hay x l c thc hin phn tn, thng tin c qun l tp trung (Trang 3, II. Nguyn tc chung). Cn nng cao mi quan h ngang hay trao i ngang (phi hp, trao i thng tin) gia cc VXL sao cho cc TTPH c thu thp mt cch nhanh nht, y , chnh xc v ton din d dng a ra phng n x l v ra quyt nh ph duyt. Tt c cc th khiu ni v cc th khen (trong trng hp c bit) c km a ch ca ngi gi u phi c tr li, tuy nhin phi m bo nguyn tc thng nht sao cho mi khch hng gi th ch c th nhn c tr li chnh thc t mt n v.
Mt s iu cn lm khi c than phin/ khiu ni:

1. Hnh ng ngay. Nu nhn c khiu ni ngay trong qu trnh phc v, thi gian l yu t quan trng khi phc li s tn nhim ca khch hng. Nu nhn c khiu ni sau khi phc v, nhiu n v dch v a ra chnh sch l tr li cc khiu ni chm nht l 24 gi ng h. Nu vic gii quyt i hi nhiu thi gian hn th cn phi thng bo vi khch hng tin trnh gii quyt. V nn nh quan trng nht vn l vic c ai ng ra gii quyt khiu ni, ng ng l. 2. Tha nhn li nhng ng th th hay chng ch. Th th, chng ch s dn n hiu nhm l n v dch v ny c iu g mun giu gim hay ngn ngi khng mun tm hiu y s v ny. Nu l li do yu t bn ngoi, hy 53

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gii thch vi khch hng v theo thuyt quy kt (Attribution theory) khch hng s d cm thng. iu quan trng l phi gii thch vi khch hng l iu ny xy ra ngoi mun, l ngu nhin, ch khng phi l li in hnh ca n v dch v. 3. Th hin bn hiu vn ca khch hng t cch nhn ca khch. y l cch duy nht bn hiu r vn v ti sao khch hng li tht vng v dch v. C nh vy nhn vin phc v khch hng mi trnh khi vic quy kt vn t cch nhn ca bn thn v nhn nh sai.
4. ng tranh ci vi khch hng. Mc tiu l nhanh chng thu thp thng tin a ra mt gii php tha ng cho c hai bn. y khng phi l mt cuc hng bin chng ta chin thng hoc chng minh khch hng sai. 5. Nhn bit cm xc ca khch hng. C th dng mt cu ni nh ti hiu ng/b rt bc mnh v vn ny, v chng ti s (thc hin iu g gii quyt vn ). iu ny khi u cho vic xy dng li cuc giao tip t c s tha thun. 6. Cng nn nghi ng v khiu ni mt cht. Khng phi mi khiu ni ca khch hng u ng tin v c nh gi mt cch cng bng. Tuy nhin, khch hng phi c i x nh th h a ra nhng khiu ni c gi tr, tc l l c hi cho n v dch v ci tin cht lng phc v. V vy, nn nhn li h s xem c tin s v khiu ni sai hoc gi mo ca khch hng cha. 7. Nu r cc bc cn thit gii quyt vn . Khi cch gii quyt tc thi khng t hiu qu, hy thng bo vi khch hng v tin trnh gii quyt ca n v dch v. Nh lp bng thi gian c th v ng ha qu li nh! 8. Thng xuyn thng bo vi khch hng v tin gii quyt. Khng ai mun trong bng ti c. Khch hng c khuynh hng chp nhn s chm tr trong qu trnh gii quyt nu nh h c thng bo y thng tin.
9. Xem xt vic bi thng. Khi khch hng khng nhn c mt dch v tha ng m h tr ph, hoc phi chu nhng bt li hoc mt thi gian tin bc do dch v khng hon ho , th vic bi 54

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thng hay a ra mt dch v thay th tng ng s l cch gii quyt tt. Cc n v dch v u a ra chnh sch bi thng, iu quan trng l p dng n nh th no. V iu quan trng l khch hng mong mun c mt li xin li (chnh l hi li lng t trng ca khch hng) v mt li cam kt trnh nhng li tng t xy ra trong tng lai. 10. Khi phc thin ch ca khch hng. Khi khch hng tht vng v dch v, mt trong nhng thch thc ln ca n v dch v l khi phc s tin tng v duy tr mi quan h. V vy, nn duy tr, theo di v quan tm n loi khch hng nh th ny.
4.5 Giao dch qua th tn

4.5.1 Nguyn tc c bn
Nguyn tc c bn a) Vit th l mt ngh thut. b) Yu cu c bn i vi ngi vit th l phi vit vi ngn ng n gin v d hiu nh th ang ni chuyn vi nhau - ging nh mt cuc tr chuyn qua bu in vy. c) Trong th tr li, tt c cc vn khch hng a ra u phi c cp n. d) Tuy nhin, cc cch trnh by th tr li ca nhng ngi vit khc nhau th khc nhau v mi ngi u c nhng th hin khc nhau v thi quen ca c nhn mnh. e) Mc d nhng thi quen c nhn thng c nhng th hin khc nhau, nhng cc bc th vit ra u phi c t chc r rng, trc ht phi hng c ngi c n ch , ri gii thch l do vit ca ngi vit v cung cp nhng thng tin tng ng thch ng. f) Yu cu i vi ngi vit l phi nh ngha c vn , phn tch c ht nhng kin ca bn c cng nh lng trc c nhng kin s pht sinh v ri quyt nh iu cn ni. Cu trc ca bc th Trong nhng nm gn y, cng vi s pht trin giao dch bng cch vit th thng mi, mu th vit khng tht vo u hng tr thnh mu thng dng nht cho vic trnh by cc l th. Mu th ny c lp ra thnh mt hnh thc c nh c ngh dng trnh by trong mt l th. c im chnh ca mu th ny l tt c cc dng trong th u nm st l tri. Mu th ny thng p dng cch chm cu ng; ngha l khng cn dng n chm cu ngoi tr trong phn ni dung th. V d khng cn dng du chm cu sau phn ngy/thng/nm, a ch ngi nhn trong th, cu cho u th v cu cho cui th. 55

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Vi cng khong cch nh nhau gia mi on vn (thng cch mt dng), mi ngi u cho rng cch trnh by nh th ny rt hp dn v d nh my cng nh l c hiu qu. Nhng quy tc vit mt l th hay Tm hiu nhng mi quan tm ca ngi s nhn c th ca bn (xc nh mc tiu ca vit th ca khch, cc vn khch phn nh, tm hiu xem khch c thng xuyn s dng VN khng, khch c hiu bit v ngnh hng khng khng) Vit r rng v ng vo vn khch thc mc. Dng ging vn sao cho ph hp (nh nhn, quan tm v phi tu thuc vo i tng khch c vn phong v s gii thch cho ph hp) Vit t nhin v chn thnh Trnh vit di dng, k l (khng nn i co vi khch v trnh tranh lun khch sai, VN ng, khng a nhn nh ch quan ca ngi vit vo bc th). Trnh dng nhng bit ng thng mi, nhng t ng chuyn ngnh hng khng Vit n gin v c hiu qu Kim tra th bng cch t mnh t nhng cu hi nh: o Ngi nhn c hiu c l th khng? o L th vit c t nhin v chn thnh khng? o Ging vn trong th c ng khng? o Tt c cc chi tit c chnh xc khng? o L th c sc tch v nh nhn khng? o Tt c t ng c ng chnh t khng? o L th vit c ng ng php, chm cu thch hp khng? o L th c c trnh by hp l khng? c nht qun khng v c hp dn khng?
4.5.2 Vit th quan h thng mi/ Vit bo co

MT S GI I VI BC TH QUAN H THNG MI : Vit r rng, ngn gn th hin r tnh cht cng vic ca bc th. Trnh vit nhng bc th kh hiu, qu di v khng c tiu im. Th phi lch s, nh nhng, khng nghi thc qu. Khng dng t ng k c. Vit rnh mnh, mc ch r rng. Vit nhm trao i thng tin. Khng nn dng vn phong vn hc.
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Hnh thc bc th rt quan trng, phi : Chnh xc Gn gng- Tun th kiu cch trnh by chun no PHN LOI CC BO CO: Bo co thng k (bo co tun/thng/ bo co chuyn bay) Bo co tin Bo co nghin cu khoa hc Bo co khuyn ngh Bo co kim tra CC BC TIN HNH VIT BO CO Bc 1: Chun b t cu hi xc nh trc khi vit bo co Mc ch ca bo co l g? C cn bo co bng vn bn khng? Nu nhng khuyn ngh c chp nhn th d bo kt qu ra sao? Ai s c bn bo co ny? Bc 2: T chc bi bo co Ghi thng tin ln mu/ phiu, mi on/ ch ghi 1 thng tin. Chia mu bo co thnh tng mc thng tin , sp xp cc nhm thng tin lin quan nhau theo trt t logic. Phi c dn bi, thn bi gii quyt vn g, kt thc ra sao ? Bc 3: Vit v c li Vit nh trnh by bng ming Trch dn nhng iu ngi khc gp t vn v a ra phng n Bo co phi c th: S dng minh ha v v d Dng ngn t n gin Vit xong, c li v hon thin bo co MU BO CO CHUYN BAY (GIO VIN T A V D) MU TH QUAN H THNG MI (GIO VIN T A V D)
4.5.3 Vit th tr li than phin/ khiu ni

Trong hot ng Quan h Khch hng, vit th tr li cho hnh khch c th ni l mt hnh thc giao tip ht sc quan trng. Cc l th giao tip thng qua cch trnh by, ngn 57

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ng v vn phong cng nh cht lng giy vit th, tiu u th s li mt n tng no cho hnh khch v Hng ca bn. Cu trc ng php ca cu, cch ngt cu v chnh t l yu t chnh vit mt l th cho tt. Tuy nhin, nhng yu t ny cng ch l cng c trong vic vit th m thi. Vit mt bc th hay v c tnh thuyt phc i hi ngi vit phi c kh nng s dng cc k thut trong ngn ng nhiu hn; gm c kh nng truyn t nhng suy ngh, tng v cm xc ca mt ngi sang mt ngi khc. Bt c mt bc th feedback no cng c 3 vn trng tm, l: NGI VIT TH, NGI NHN TH V NI DUNG BC TH. Ngi vit th phi lun nh rng mnh khng ch ang giao tip, i ph vi mt con ngi m cn ang i ph vi mt tnh hung na. V th ngi vit phi c mt tng r rng v nhng g bn d nh s a vo trong ni dung bc th trc khi vit. Ni dung th tr li khng nhng phi r rng, khng b sai st m cn phi c nhn v hiu ng theo tinh thn ca ni dung th c gi n. Cho nn vic chn , t vn , trin khai v phn loi cc s vic cng nh trnh by chng vi mt hnh thc ph hp cho tng trng hp c th l rt quan trng. Cch trnh by mt l th cng l iu ht sc quan trng. Mt l th c trnh by p, nht qun s gp phn khng nh trong vic cao hnh nh ca Hng m bn i din. V th, vic vit c hiu qu kt hp vi cch trnh by hp dn v nht qun phi gi mt vai tr ht sc quan trng khi vit th feedback. Cu trc ca mt bc th feedback u gm cc phn sau: 1. Tiu th (gm logo - tn hng - a ch - phone - fax...) 2. S tham chiu (nu c). Thng thng mt s tham chiu gm tn h vit tt ca ngi vit th (thng c vit hoa) v tn ngi nh l th (c th vit hoa hay vit thng), s h s lu (c th l tn hnh khch, ty thuc vo cch t chc lu file ca n v)... (VD: TAT/PLC/pax 1) 3. Ngy thng nm gi th: thng dng cch vit theo th t ngy thng nm v lun c vit dng y . i vi th vit bng ting Anh, phn ngy thng nm c t v tr cn l bn tri, cn th ting Vit c t v tr cn l bn phi ca bc th. 4. a ch ngi nhn th: Tn v a ch ngi nhn th phi c nh thnh nhng dng ring bit nh l c ghi trn b th (quy nh i vi c th vit bng ting Vit v ting Anh) 5. Phn cho u th: Nu bn ghi tn ngi nhn trong phn a ch ngi nhn trong th th bn nn dng cch cho c nhn, ngha l c gi tn khch (ch p dng i vi th ting Anh). V d: Dear Mr.Jackson 6. Ni dung chnh 7. Phn cho kt thc th: phn ny n thun ch l mt thng l v l cch lch s kt thc th. 58

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8. K (nu r h tn, chc danh)
4.5.4 Vit th in t
Ngy nay, th in t c mt khp mi ni v v vy n i hi phi c cc qui c nhm m bo c cc nguyn tc ng x nh l mt phong cch giao thip. ngha c n giu sau t qui c chnh l cho thy s trn trng i vi ngi khc. Cch n gin nht lm vic ny l hi chnh bn: Mnh s cm nhn nh th no nu nhn c mt thng ip?. Sau khi bn nghin ngm thng ip trong th in t di y v s c cu tr li c bn nht. Di y l mt bc th in t t mt nhn vin ca cng ty phn mm gi n phng k ton ca cng ty lin quan n bo co chi ph. Bn hy kim tra liu bn c nhn thy cc sai li thng gp nht hay khng. Cch thc vit email Phi c ci nhn ton cnh o nh sn m iu o S dng hng tiu c th o Hng cho thng ip r rng v chnh xc o ng truyn thng qu li v km li o ng CC nhiu o R sot li th in t trc khi gi Bt u v kt thc ng mc p dng nguyn tc vn phm v ch vit ng Lm cho bc th in t tr nn quyn r v d c t yu cu ln trn o C th ha hnh ng m bn yu cu o nh khung thi gian o Thit lp s hiu bit ln nhau o nh gi mc thnh tho ca ngi nhn Ta tt cu t: Mt s ngi vit th in t nh vn ni. Vn nm ch vn ni khng c cht ch nh vn vit.
Mt s biu tng s dng trong email v mt s t vit tt Cm xc in t (Emoticons) 59

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Cm xc in t (Emoticons) l cc biu tng c s dng trong th in t nhm m t trng thi/ ging iu/ tnh hi hc (cn gi l emotion icon). Hy s dng chng nu khng tt ca bn s b hiu nhm! Sau y l mt vi biu tng hu ch: :) or :-) ;-) :( or :-( :\ or :-\ :-@ :O or :-o >-| :-| <:-) O:-) :-P :-] :-[ >:-) :-? :-x <grin> or <g> (-: :-* :-> :-< :'-( :-/ :-D or :-)) 8-) B-) Ci Nhy mt/ khng nghim trng Nhn Ci t mn ng ght Ngc nhin/ Thc hin/ Reo ln (Ty thuc vo bi cnh) Nhu my/ khng hi lng Khng cm xc/ khng quan tm Cm thy ngc nghch Cm thy b trn; c du hiu ngy th Th li ra Khng n tng Tht vng Xu/ nghch ngm Lim mi Hn hoc khng ni Nhe rng ra ci! Ci (i vi ngi s dng tay tri hay ngi c) Hn Hnh phc Cc k bun ang khc ang ngh N ci ln Mt knh (Mt m) Knh mt (Cha mt)
:-) hoc :-)) v :-))) Cc n ci c bn th hin ngi vit ang ci (cm thng, chc gho hoc xin li) vi ngi c. S ngoc n cng nhiu th hin n ci cng rng. ;-) hoc ;-)) v ;-))) Cc n ci bt u bng du chm phy c ngha l ci c khu hoc hi nhn. Ging nh n ci c bn, s ngoc n cng nhiu th hin n ci cng rng.
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:-( hoc :-(( v :-((( y l mt s biu hin bun, tic hoc au kh. S ngoc n cng nhiu th hin ni bun, tic hoc au kh cng ln. Mt s v d v n ci N ci c bn :-) N ci chun :`-( N ci khc :~-( N ci oang oang %-( N ci bi ri %-) N ci hnh phc nhng hi lng tng :-0 Uh-oh! 8-0 Oh my god! :-| Ai quan tm ? Mt vi bim ha =):-) Uncle Sam :-)B Dolly Parton :-.) Madonna :/7) Cyrano de Bergerac ) Cheshire Cat o-) Cyclops =:o] Bill Clinton B-| Batman =*0 Felix the Cat N ci c bit /:-) Vi nn m ni d:-) Vi nn bng chy <:-) Ti l n .... {:-) Tc xung mt na }:-) Tc gi che u hi (-) Cn ct tc `:-) Mt chn my nhng ln %-\ Treo l lng %*@:-( V treo l lng nn u ti b tn thng ... X-( Mi cht N ci u :b :-q (:-D :-(O) :-@ Th li ra C gng li chm n mi Bun chuyn Ht ln Nguyn ra 61

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Hn :-x :-X :-<> :* :X Hn G t t y m Khun mt mun hn Hn Ci g? Ti ni y ?
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BI TP V QUI C VIT EMAIL Hy c bc th in t di y l cho bit nhng im thiu st.
Gi: actng.mny@lpa.com T: peterrut@lpa.com Re: Hy ln dy ct i CC: Jakie.colr@lpa.com Steve.bldr@lpa.com Molly.daut@lpa.com Aron.sn@lpa.com Tun trc ti trnh bo co chi ph v ti vn cha nhn li tm sc: - ( Ti lun gp phi vn v vic nhn sc ng hn. Ti bit rng cc anh ch cn thi gian x l v ti lun mun lm iu , vy ti khng bit iu g ang xy ra? C cch no m cc anh ch c th thng bo vi mi ngi khi cc anh ch khng x l bo co ca h ng thi gian khng? CC ANH CH C TH XC NH MT CCH CHNH XC BAO LU TH CC ANH CH X L XONG? cng nh l xem xt li chnh sch m cc anh ch ang thc hin lin quan n vic ct gim sc sau thi gian ct gim chun. Ti mun c tm sc ca theo c gi theo ng Fedex ngay ngy mai. Ti nhn thy rng TNSTAAFL nhng c th l cch tt hn x l vn ny ! ! ! ! ! ! ! Lm sao m cc anh ch x l sc i vi trng hp k qu trc tip? Cc anh ch cn thi gian x l? Cc anh ch c th x l bo co chi ph ca tun trc v chuyn vo ti khon ca ti Wells Fargo cng nhanh cng tt? Ti thc s khng mun ch thm mt tun na. Vui lng thng bo. Vui lng ng chuyn cho ti li tr li k ton theo RTFM.
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Mi li mc phi trong bc th in t m bn c Li th 1: Hng tiu khng r. Hng tiu trong bc th trn c tn l Hy ln dy ct i. Tiu khng ch cho thy mt ging vn kh tiu cc, ng thi cho ngi c mt suy ngh khng bit bc th ny vit v ci g. Li th 2: Ging cho ngho nn hoc khng li cho. Ngi vit khng th hin n lc mun thit lp mi quan h vi ngi c. Thay vo , ngi vit bt u m t vn ngay. iu ny khng ch cho thy ngi thiu thin cm m cn lm cho ngi c phi phng th. Li cho l mt trong mt vi cch chuyn ti m iu thng qua th in t. Li th 3: S dng t vit tt khng thng dng hoc d hiu. Ngi vit s dng hai t vit tt khng thng dng trong kinh doanh ngy nay. S dng t kh hiu cng tng t nh kiu gi mt bc th in t bng ting Anh cho ngi ch bit ting Php! Kh nng hiu nhm v din ngha sai rt cao. Hy xem mt s qui c vit tt thng dng. Li th 4: CC khng cn thit. C bn ngi m tc gi mun CC dng nh khng c nh hng no n vic gii quyt vn . Vic CC ch nhm mc ch bun chuyn trn internet v nhm x cn gin ca ngi vit. Li th 5: Sai vn phm, ch vit v chm cu. Khng s dng thi gian kim tra li ch vit, ngi vit to ra mt n tng khng my tch cc. Th in t m cu th, c ch vit sai s lm gim kh nng ng tin cy i vi ngi nhn. Li th 6: Dng ch vit hoa nhn mnh cu t. Trong cng ng k thut s, vic vit in cu t trong th in t l tng ng vi vic bn la mng hay chi ra ngi nhn. Li th 7: Khng c cu kt v ch k. Cng nh vo u cu chuyn, ngi vit khng c li cho nhm to ra bu khng kh thn thin th kt thc th cng khng c cu kt v ch k. Li th 8: Kh c. Nhng cu ni tip nhau, cc im, lp li v cch ngn on khng hp l chng t ngi vit khng quan tm nhiu n ngi c. Li th 9: m iu khng thn thin. Ging iu ca bc th c v buc ti v th hn Li th 10: Thiu yu cu c th. iu m tc gi bc th ny mun t Phng K ton l g? Bi v bc th c qu nhiu cu hi v yu cu, ngi kh c th xc nh c yu cu c th ca ngi vit tha mn nhu cu. Th in t nhm n yu cu hnh ng c th v ch thng tin. Vy phi cho ngi c bit ngay t u. 64

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5 Thng hiu v hnh nh cng ty

5.1 Tng quan
Thng hiu l khi nim trong ngi tiu dng v sn phm vi du hiu ca nh sn xut gn ln mt, ln bao b hng ho nhm khng nh cht lng v xut x sn phm. Thng hiu thng gn lin vi quyn s hu ca nh sn xut v thng c u quyn cho ngi i din thng mi chnh thc. Thng hiu - theo nh ngha ca T chc s hu tr tu th gii (WIPO): l mt du hiu (hu hnh v v hnh) c bit nhn bit mt sn phm hng ho hay mt dch v no c sn xut hay c cung cp bi mt c nhn hay mt t chc. Thng hiu c hiu l mt dng ti sn phi vt cht. Lu phn bit thng hiu vi nhn hiu. Mt nh sn xut thng c c trng bi mt thng hiu, nhng ng ta c th c nhiu nhn hiu hng ha khc nhau. V d, Toyota l mt thng hiu, nhng i km theo c rt nhiu nhn hiu hng ha: Innova, Camry...
5.1.1 Cc yu t cu thnh thng hiu

Phn c c: Bao gm nhng yu t c th c c, tc ng vo thnh gic ca ngi nghe nh tn cng ty, doanh nghip (v d nh: Gateway, PGrand, 3M...), tn sn phm (555, Coca Cola), cu khu hiu (Ti yu Vit Nam), on nhc, ht, cu slogan c trng v cc yu t pht m khc. Phn khng c c: Bao gm nhng yu t khng c c m ch c th cm nhn c bng th gic nh hnh v, biu tng (hnh bng sen ca Vietnam Airlines), mu sc (mu xanh ca Nokia, ca Coca-Cola, hay kiu dng thit k, bao b (kiu chai bia Henniken) v cc yu t nhn bit (bng mt) khc. S trung thnh ca khch hng i vi thng hiu S trung thnh ca khch hng i vi thng hiu chnh l s quay tr li ca khch hng vi cng ty. Nhng khch hng trung thnh l nhng v khch s lun bn cng ty k c trong lc kh khn. Theo s liu thng k th 80% li nhun ca cc cng ty n t 20% khch hng trung thnh ca cng ty. Do vy vic chm sc nhng khch hng trung thnh
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qua cc chin lc marketing trc tip v Dch v chm sc khch hng lun c cc cng ty quan tm, c bit cc cng ty trong lnh vc cung cp dch v. Du hiu nhn bit thng hiu mt cch nhanh chng Logo, mu sc, c im nhn dng gip thng hiu khc bit vi thng hiu khc. V d c tnh c bn ca Aquafina l: Nc tinh khit ng chai; Logo mu trng trn nn xanh mt m vi mu ca mt tri trn dy ni, xanh vi sng trng, r nt, khc bit. Lin tng ca khch hng khi nhn thy hoc nghe thy thng hiu Brand identity bao gm tt c cc yu t c th cm nhn c v c th gy n tng lin tng n tn v s nhn bit mt nhn hiu. V d: hng MGM s dng ting gm ca s t nh mt Brand identity rt c o. Brand identity c th l slogan, mu sc, ng nt, hnh nh sn phm, biu tng, mi v, ting ng, ting nhc
5.1.2 H thng nhn din thng hiu

NHN DIN THNG HIU nh ngha Nhn din thng hiu S nhn din thng hiu l mt tp hp ca nhng lin tng m cng ty mun xy dng v gn gi trong suy ngh ca khch hng. H thng th hin thng hiu Th hin qua sn phm: Chng loi sn phm, cht lng v gi tr sn phm, cch s dng, ngi s dng. Th hin qua cng ty: Vn ha, tnh cch ca cng ty Th hin qua con ngi: Tnh cch Th hin qua biu tng: Tn gi, logo, khu hiu, nhc hiu, hnh tng, kiu dng, mu m.
Cng c th hin hnh thc thng hiu Tn gi Logo Khu hiu Nhc hiu Hnh tng Kiu dng v mu m 66

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Trin khai thit k h thng nhn din thng hiu c bn Tin trnh xy dng h thng nhn din thng hiu Nghin cu v phn tch Chin lc thng hiu (Xy dng h thng nh v) Th hin tng (Mu sc, kiu ch, logo, trit l, nguyn tc) Trin khai th hin h thng nhn din (Lit k cc danh mc thit k, Thit k theo danh mc) Thc hin v kim sot Tiu ch xy dng h thng nhn din thng hiu 1. Bm st nh v v th hin tch cch thng hiu 2. Nht qun 3. Kh thi 4. Khc bit 5. Gii thch r rng vi i tng. NHN DIN THNG HIU CNG TY n phm qung co (Tp ch, brochure, profile) Vt phm qung co (ph hiu, ph iu, chn giy, c, ) ng phc (N/ nam, ng phc theo ma) Business card Mu giy tiu , bao th Ti xch / v ng phc Ti ng qu tng Cc vt dng phc v khch hng ( Khay, tch, a phc v trn my bay)
5.1.3 Hiu bit thng hiu VNA

Nm 1989 Hng Khng Vit Nam c tch ra khi s qun l ca Khng Qun v B Quc Phng sang hot ng nh mt doanh nghip nh nc, vi tn gi chnh thc l Hng hng Khng Quc gia Vit Nam, tn giao dch quc t l Vietnam Airlines. nh du s thay i ny, vo thng 3/1990 Tng cng ty HKVN t chc thi sng tc biu tng mi cho Vietnam Airlines thay th biu tng cnh bay c dng khi cn trc thuc Khng qun. Qua cuc thi, mu Con c vi hnh nh l mt cnh c bay trn nn trng rm ca ho s Nguyn Vn Thn c chn. Do vo thi im Vit Nam ngnh m thut cng nghip cn yu, Tng cng ty HKVN ngh cng ty Airbus s dng tng ca ha s hon thin thit k biu tng v ng dng trn my bay. Do thi gian v kh nng ti chnh hn ch, Tng cng ty HKVN khi cha t ra mc tiu xy dng mt chng trnh thng hiu, 67

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biu tng Con c trong nhng nm qua t ra thiu ng b v nht qun, ngha xut x biu tng ngy cng m nht. n nm 1993, Hng Hng khng quc gia Vit Nam (Vietnam Airlines) ra i. Cng vi vic hin i ho i my bay, chuyn t cng ngh Hng Khng Lin-X (c) sang cng ngh M v Ty u, m rng pht trn mng ng bay quc t v trong nc, Tng cng ty HKVN quyt nh nghin cu v xy dng mt biu tng mi trong tng th mt chng trnh rt tn km (thi im ny, Cathay Pacific chi cho chng trnh biu tng mi ca h 15 triu USD), Tng cng ty HKVN lm vic vi cc cng ty sn xut my bay ngh h tr v chuyn mn v ti chnh. Hng ng ngh ny, Boeing ng ti tr 2,5 triu USD, gii ngn trong vng 5 nm 1993-1998; vic ti tr c thc hin thng qua Peck Communication (l cng ty qung co ca M ch tr chng trnh biu tng hoa phong lan ca Thai Airways). Trn c s cam kt ca Boeing, bt u t cui nm 1993 chng trnh biu tng ca Vietnam Airlines c t chc thc hin. Vic la chn ni dung biu tng c giao cho b phn qung co ca Vietnam Airlines v Boeing m nhim, phi hp, tham kho kin t vn ca cc nh vn ho, lch s, m thut Vit Nam; phn thit k m thut cng nghip c giao cho ha s Kub ngi Nht. Cc bn tham gia dy cng kho st, nghin cu nhiu hnh tng khc nhau c trng cho Vit Nam v Vn ho Vit Nam nh cy tre, cy la, trng ng, chic nn phn tch so snh cc u, nhc im ca tng hnh tng trn. Qua kt qu tm ti, nghin cu cc bn i n thng nht pht trin hoa sen thnh biu tng Bng Sen Vng, vi mt s c s chnh nh sau: ngha ca logo, mu sc, slogan Th nht, Hoa sen gn b vi lng qu, cung nh, cha chin, rt gn gi, thn thit vi i sng ca ngi Vit Nam thuc cc tng lp khc nhau. Hoa sen va i thng, li va cao qu, linh thing, th hin st nht s tinh t v vn ho, o c ca ngi Vit Nam, tinh thn vn ln vt qua kh khn, gian kh ca dn tc. t nc ta d chu bao nhiu kh khn, gian kh ca dn tc. t nc ta d chu hn 1000 nm h ca phong kin phng Bc, gn 100 nm xm chim ca thc dn, quc, nhng vn bo tn c nn vn ho ring. Khng c g th hin c nhng nt p ca Vit Nam tt hn Hoa sen qua nhng cu ca dao quen thuc Trong m g p bng sen . Th hai, Hoa sen gn lin vi thn th, s nghip, ca Ngi cha v i cu dn tc Ch tch H Ch Minh (Lng sen qu Bc) Th ba, theo kin ca nhiu nh vn ho v lch s, Hoa sen l ng c vin tt nht chn lm quc hoa ca Vit Nam khi c ch trng ny. Qua nhiu hot ng vn ho ngh thut, c th thy Hoa sen ngy cng c s dng ph bin lm biu tng Vit Nam ta. 68

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Th t, vic chn Hoa sen ph hp vi thc t l ngy cng c nhiu Hng hng khng cc nc chuyn sang s dng cc hnh tng thin nhin lm biu tng trong xu th hng v thin nhin, bo v mi trng (Thay v dng hnh tng cnh chim truyn thng c ngun gc t Khng qun). Th nm, Hoa sen c tnh m thut v m thut cng nghip rt cao, d cch iu hn so vi cc hnh tng khc. lm biu tng, Hoa sen c v cch iu v kt hp vi mu vng l mu th hin cht lng v s sang trng, thnh Bng sen vng. Ngoi ra do Vietnam Airlines l Hng hng khng quc gia, biu tng Bng sen vng trn cc ui my bay bao gi cng i cng vi Quc k ca Vit Nam. Sau qu trnh lm vic nghim tc t nm 1993 n nm 1997, biu tng Hoa sen c hi ng t vn m thut thuc Hi M Thut Vit Nam thng qua ti cng vn s 550/BTK ngy 9/5/1997. Cn c vo , Hi ng qun tr Tng cng ty ph duyt biu tng Bng Sen Vng ti quyt nh s 1206/HQT ngy 23/07/1997. Cc Hng khng dn dng Vit Nam cng ph duyt ch trng thay i biu tng ca Vietnam Airlines theo quyt nh s 1996/CAAV-KT ngy 4/11/1997. T n nay, biu tng Bng sen vng v ang c bo v bn quyn ti cc Cc bn quyn sng ch ca Vit Nam v M. Vo thng 11/1997, Tng cng ty HKVN sn th nghim Bng Sen Vng trn 01 my bay B767 (cng vi mt s xe phc v mt t ti sn bay Tn Sn Nht) ly kin ng gp kin rng ri. Chic my bay B767 ny khng nhng thc hin hng nghn chuyn bay thng l ca Vietnam Airlines i n nhiu nc trn th gii, m cn nhiu chuyn bay chuyn c cho cc ng ch lnh a ca ng v nh nc trong chuyn cng tc thm chnh thc cc nc.
5.2 Vai tr ca thng hiu

5.2.1 i vi khch hng
i vi khch hng thng hiu c 3 cng dng c bn: Gip cho khch hng la chn, mt cch tn km thi gian v cng sc, nhng mt hng c cho mi trn th trng, thng qua cc tiu ch c trng hm cha trong tn tui ca doanh nghip Mang n cho khch hng s tin tng v an tm trong quyt nh ca h v mt hng mua sm 69

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Mang n cho khch hng nhng gi tr biu tng ph hp vi nhng g m h mun th hin thng qua vic tiu dng.
hon thnh 3 s mnh ny, thng hiu cn phi m nhn 5 chc nng chnh Nm chc nng ca thng hiu i vi khch hng: nh Tuyn ( Spotting Axis): B tr nhng thng tin thit yu hm cha trong thng hiu nhm gip khch hng xc nh nhanh chng v d dng u l nhng mt hng v nhng doanh nghip c kh nng p ng thch hp nht cc yu cu ca khch hng trong nhng tnh hung nht nh. Phn bit loi thng hiu c bit n trn th trng, loi thng hiu i vo tm tng ca khch hng Thng hiu c c s tin tng ca khch hng v thng hiu c nm trong top of mind tm tr ngi tiu dng. nh Tn: Minh nh lng tin ca khch hng i vi thng hiu, t c s tn nhim ca ngi tiu dng. nh Ng: Ly chc nng ca thng hiu to iu kin ngi tiu dng khng nh nhn cch, c tnh ring bit. Thng hiu phi l mt loi ngn ng qua ngi tiu dng c c s t ho v chnh bn thn h. nh Th: Mang n cho khch hng s hnh din v h khi h i din vi ngi khc, vi mi trng x hi bao quanh h. nh H: La chn s dng thng hiu l mt phng thc khch hng khng nh s mong mun ha nhp vo mt cng ng no y m khch hng chn lm chun.
5.2.2 i vi doanh nghip

Thng hiu khng ch c cng dng i vi khch hng, m cn phi m nhn mt vai tr v cng quan trng i vi ni b cng ty: l vic mang n cho ton th nhn vin ca doanh nghip iu m thut ng chuyn ngnh gi l sense of belonging v sense of pride thc v s t ho c l mt thnh vin ca mt cng ty c tn tui. Ngy nay, thc v s t ho c gii nghin cu v qun tr doanh nghip nhn nhn nh mt ng lc thc y s ny n ca quy trnh mang tn l Emotional Intelligence Competencies- EIC, c dch y ngha l S thng minh ca nhng nng lc c c nh cm xc n t s ng cm gia cc thnh phn nhn s ca doanh nghip
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cng nhau chia s t duy v hnh s thc hin cc ng hng chung ca doanh nghip Bn cht ca con ngi l s mong mun tm hiu (theo trit gia Hy lp Aristotle 384-322 trc CN), s mong mun ngy cng c khng nh bi s pht trin ca mt i ng lao ng cng lc cng c nhiu kin thc v tham vng, v th m ngha v ng c ca vic lm ca h khng ch n thun n t vic i hi chia s nhng gi tr vt cht m cn l tinh thn ca doanh nghip. Do vy, doanh nghip cn ch trng n vic vun bi thc v nim hnh din tn tui ca chnh doanh nghip i vi ni b doanh nghip, iu ny s gp phn nng cao bn thn doanh nghip trong vic cao doanh nghip vi khch hng. i vi ni b doanh nghip, thng hiu c cng dng ch yu l to nn mt quy trnh lin kt 3C Community (Cng ng), Challenge (Thch thc) v Confidence (Tin tng), li ch ca doanh nghip khng phi ch n t cc chin lc hay cc sn phm/ dch v m cn ch yu n t nhng mi quan h c c gia cc thnh vin trong tp th nhn s ca doanh nghip. Theo chiu hng , tinh thn cng ng doanh nghip khng nhng c m rng m cc mi quan h gia nhng thnh vin ca cng ng cn c gn kt cht ch hn bi vic cng nhau hng v thc hin mt mc thch thc chung, trn c s s tin tng ln nhau v cng nhau chia s nim tin trong qu trnh lm ln mnh tn tui ca doanh nghip. to c quy trnh lin kt 3C, thng hiu phi m nhn 5 chc nng sau: nh Gic (Vision): Minh nh mt tm nhn nh Nhim (Mision): n nh mt nhim v nh Ngh (Core Business Activities): Xc nh u l cc lnh vc hot ng ngh nghip trung tm nh Nng (Core competencies): Xc nh nhng nng lc ct li nh Phm (Values): Nhng phm cht c t nh r rng v c cng nhn c gi tr chung. Doanh nghip to c cho chnh mnh mt cng ng yu ngh v yu i thc y bi EIC th tn tui doanh nghip s tr thnh mt hp lc khng ch li cun ngun nhn lc ngy cng nng ng v sng to m cn thu ht ngy cng ln ngun khch hng trung thnh trong th trng cnh tranh. lm c iu , ton th ni b doanh nghip phi c mt t duy thng hiu (Brand mindset) ngha l phi suy ngh nh mt thng hiu, suy ngh nhn danh tn tui, danh ting chung. S vn hnh ca ni b doanh nghip, do , chnh l phi nhm thc hin nhng g m doanh nghip ha hn vi chnh h v khch hng, th trng, x hi. Khi tt c nhng iu trn c thc hin th thng hiu mi pht huy c ht trng lc ca n i vi ni b doanh nghip. 71

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5.3 Cch thc duy tr thng hiu mnh

Cn lm g xy dng v duy tr thng hiu mnh Phi xc nh nh v r rng. Chn mt s khc bit cho thng hiu ca bn. Xy dng thng hiu cn c thi gian v nht qun. xy dng thng hiu mnh, bn phi xy dng nhng gi tr mnh m, v.d: mt cm/ t khc su trong u khch hng. C kht vng tr thnh Ngi dn u trong phm tr sn phm (category). Nhn hiu ca bn cn phi Tp trung hn.
Nghin cu duy tr thng hiu t Singapore Airlines Brand Pyramid
Phn quan trng nht ca tnh cch nhn hiu ny khin ngi ta mua hng? Ngi mua s nhn c g t nhn hiu ny? Ngi mua sp s c g t sp v cng ty? Ngi mua c th t c g t sn phm?
Nhng thuc tnh no l quan trng nht i vi ngi dng?
Singapore Airlines Brand Pyramid B quyt ca cc thng hiu mnh - R rng v nht qun. 72

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Trong hn 40 nm nhn hiu SIA lun gn lin vi hnh nh Singapore Girl Gentle Hosstes in Sarong Kebaya.
Singapore Girl Gentle Hostess
Great way to fly, Feel at home Phc v tn tnh, N ci duyn dng, Kinh nghim cng phi hnh on tinh t, s chm sc tng c nhn, . Thi gian Bay ngn hn, sang trng, yn tm, thoi mi, ... My bay hin i, networks, lch bay,
5.4 Truyn thng thng hiu

ngha hot ng cng chng ( PR) PR Pubblic Relation, l mt chc nng qun l nhm nh gi thi ca cng chng, xc nh cc ng li v quy trnh ca mt c nhn hay t chc i vi li ch cng ng, v hoch nh cng nh thc hin chng trnh hnh ng vi mc ch t c s hiu bit v chp nhn ca cng chng i vi sn phm hay dch v ca cng ty Quan h cng chng bao hm c nhng vic nh: Quan h vi cng ng, quan h vi nh u t, t chc hp bo, t chc cc s kin truyn thng, thng tin ni b, gii quyt khng hong (V mt cng khai) (V mt khng cng khai: Vit sn cc thng co bo ch, vn ng bo ch ng bo...) Cng chng mc tiu Xc nh r ai l cng chng mc tiu ca cng ty bn l mt n lc cc k quan trng ca cng tc quan h cng chng. V dng li ni v cng ty, v sn phm, dch v i vi nhng ai c th b tin mua sn phm hay dch v .
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ngha Truyn thng ni b To dng nim tin, lng t ho v thng hiu, v cng ty. To ng lc cho nhn vin, thng qua cc hat ng b ni. Cung cp thng tin xuyn sut cc cp trong t chc. Duy tr tnh r rng, nht qun ca t chc i vi ni b v khch hng. Hng dn hnh vi cho nhn vin thc hin chin lc ca t chc. Qung co thng hiu c thc hin di cc hnh thc qung co truyn hnh, trn tp ch, trn bng pa-n v.v
5.5 Hoch nh ngn sch xy dng hnh nh cng ty

Cc yu t lin quan n hoch nh ngn sch : Mc % d kin chi ngn sch nhn hiu trn tng doanh thu ca nm. Xem xt c cu nhn hiu/ sn phm hay c cu a nhn hiu trong nm ti kho sp ti, da trn nh v a nhn hiu c th t xc nh sn phm ch lc cho k hoch marketing. Xem xt cc thng tin lin quan v i th cnh tranh, chin lc nhn hiu, k hoch sn phm, k hoch pht trin th trng v nh v nhn hiu trong thi gian ti Xem xt cc yu t h thng t chc marketing ca cng ty. Xem xt k hoch pht trin phn phi v pht trin th trng ca cng ty Xem xt mc tng trng ( hay suy gim) ca th trng trong nm ti nhm n nh mc ngn sch tng cho ph hp. Xc nh t l ATL:BTL (Above the line : Below the line) Khon ngn sch d phng.
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K NNG CHM SC KHCH HNG

GT KHAI THC MT T Dnh cho Cp Qun l (CSM)

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

K Nng Chm Sc Khch Hng

(Customer Service for Managers)

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

Cho mng cc bn n vi kha hc

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

TRUNG TM O TO KHI DCH V

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

1 Marketing dch v......................................................................................7

2 Cht lng dch v ..................................................................................14

3 Qun tr mi quan h khch hng..........................................................31

4 Chin lc chm sc khch hng ...........................................................39

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

5 Thng hiu v hnh nh cng ty...........................................................65

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

BA LN SNG PHT TRIN KINH T

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

1.2 Phn loi dch v

c tiu chun Khng ng nht ha

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

1.4 Qu trnh quyt nh mua dch v ca khch hng

Trc khi mua dch v

Thi im mua dch v

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

Hnh v sau khi mua dch v

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

1.5 Tam gic marketing dch v

Thc hin li ha Tip tc pht trin sn phm SN PHM

a ra li ha Marketing bn ngoi Bn TH TRNG

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

Tam gic marketing dch v

CNG TY Nhn vin marketing/ bn a ra li ha Marketing bn ngoi Bn

Thc hin li ha Tip tc pht trin sn phm Marketing bn trong

1.6 Cng c marketing: 7P

Place Produc t Price Proces s People Promoti on

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

2 Cht lng dch v

Nhn vin phc v

Truyn thng n Truyn thng n vi khch hng vi khch hng

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

K NNG CHM SC KHCH HNG

M KS: KNCA-QHK-01 Ln sa i: 00 Trang

S khc bit gia tiu chun v cht lng v dch v cung ng

Khc bit gia nhng g khch hng mong i v nhng g h nhn c

Mong i ca khch hng khng khp vi mc dch v c cung ng

K NNG CHM SC KHCH HNG