LV 8225

1
Li m u
Trong tin trnh pht trin v hi nhp vi s cnh tranh khc lit nh hin nay th mi doanh nghip u nhn thc r nh hng ca khch hng i vi sn phm v dich v ca doanh nghip mnh.Vic duy tr khch hng i vi sn phm v dch v m doanh nghip cung cp s lm cho ngun li ca doanh nghip v t chc tng ln v ngc li vic khch hng ri b cc sn phm v dch v ca doanh nghip s tc ng i vi s tn ti v pht trin ca t chc ,thm ch c th dn ti tnh trng ph sn ca doanh nghip . Chnh v vy cc doanh nghip cn tip cn cc m hnh ,cng c qun l ,kinh nghim qun l khch hng nhm pht huy ti a kh nng nm bt thng tin lin quan n khch hng hin ti cng nh khch hng tim nng nh thi hiu , nhu cu , kh nng thanh ton v cc yu cu c bit t doanh nghip c th cung cp nhng sn phm c cht lng cao v tha mn c nhu cu khch hng . Chnh t thc t trong qu trnh thc tp tai cng ty c phn thng mi ton nng-OMNITECH em quyt nh hn ti: Qun l quan h khch hng (CRM) ti Cng ty OMNITECH cho chuyn thc tp. Ni dung gm 3 phn chnh : Chng 1: Nhng nt s lc v cng ty c phn cng ngh ton nng OMNITECH Chng 2: Thc trng hot ng v qun l mi quan h khch hng ti cng ty OMNITECH Chng 3: Mt s kin ngh v gii php nhm nng cao hiu qu hot ng CRM tai cng ty OMNITECH Em xin chn thnh cm n Th.S. V Anh Trng gip em trong qu trnh thc hin ti, trong qu trnh thu thp v s l ti liu cn
Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD
nhiu thiu st, em rt mong nhn c s ch bo gip ca thy bi lm c hon thin hn.
Chng I: NHNG NT S LC V CNG TY C PHN CNG NGH TON NNG OMNITECH

I. TNG QUAN V CNG TY OMNITECH 1. Qu trnh thnh lp v pht trin: cng ty c phn cng ngh ton nng (tn giao dch ting anh: omnitech corp) c thnh lp ngy 29 thng 11 nm 2000 theo giy chng nhn ng k kinh doanh s: 4103001327 c tr s ti 611/4c, in bin ph, phng i, qun 3, tp. h ch minh, n thng 05 nm 2001 vn phng ti h ni c thnh lp theo giy chng nhn ng k kinh doanh s 0103004362 do s k hoch v u t thnh ph h ni cp ngy 17 thng 05 nm 2001, ng k thay i ln th 2 ngy 14 thng 11 nm 2002 - hot ng chuyn nghip trong lnh vc tin hc v vin thng. ngay t khi mi thnh lp, vi mc ch pht trin trong lnh vc dch v cng ngh cao ny, cng ty omnitech ra hai yu cu cp thit trc tin l: phi nhanh chng xy dng mt i ng chuyn gia k thut thc s c nng lc, c kh nng nh gi, la chn v tin hnh tip thu, chuyn giao cc cng ngh tin hc, vin thng tin tin nht trn th gii, ph hp vi iu kin vit nam v trong bi cnh nc ta hin nay. tip l cng tc c la chn vi mt s cc nh sn xut thit b c uy tn, kinh nghim hng u trn th gii. h phi l cc hng sn xut thit b tin hc, vin thng ni chung hay thit b mng ni ring nhng u l nhng hng lm ch cc cng ngh hin i nht, c khch hng trn c th gii tin tng, a chung. v iu quan trng hn c h thc s mong
mun v c kh nng hp tc, h tr di hn vi cc khch hng ti vit nam. thng tin chi tit v cng ty: tn cng ty: cng ty c phn cng ngh ton nng tn giao dch: omnipotent technology corporation tn vit tt: omnitech corp a ch tr s ti h ni: 12c inh cng trng, hon
kim- h ni - in thoi: (84.4) 933.2950 - fax: (84.4) 933.2951
- email: info@omnitech.com.vn tr s ti tp. h ch minh: 806 trn hng o, qun 5- tp. hcm - in thoi: (84.8) 9230313 - fax: (84.8) 9230312
- email: omnitech@hcm.vnn.vn a ch ng k kinh doanh: s 12c inh cng trng,
phng phan chu trinh, qun hon kim- tp. h ni nm thnh lp: 2000 s nm hot ng kinh doanh: 06 nm vn iu l: 5.000.000.000 (nm t ng vit nam)
2. Lnh vc hot ng kinh doanh:

Cng ty C phn Cng ngh Ton nng (OMNITECH) c php hot ng trong lnh vc Dch v v in t Tin hc Vin thng. Trng tm pht trin ca cng ty l lnh vc dch v k thut mng my tnh v mng vin thng. Mc tiu th trng: Mc tiu chnh ca OMNITECH l thit lp cc h thng mng my tnh v vin thng t cc mng cc b n cc mng din rng c qui m ln ca cc B, Ngnh, C quan, T chc nh nc cng nh Quc t. V k thut mng my tnh, OMNITECH l mt trong s rt t cc Cng ty chuyn nghip c kh nng p ng mi nhu cu ca khch hng vi k thut, cng ngh hin i nht trn th gii. V dch v mng c th ni OMNITECH l Cng ty my tnh Vit nam u tin pht trin theo hng chuyn nghip v hin l Cng ty hng u v dch v mng ti Vit Nam. Mt mc tiu khc cng khng km phn quan trng ca OMNITECH l tiu th cc sn phm Tin hc vin thng c cht lng hng u th gii nh cc thit b kt ni ca hng ZTT v AMP, thit b vin thng ca Nortel Networks, Alcatel, KeyMile, Motorola.., thit b mng ca Bay Networks, 3COM, Cable v , cc h thng chng st ca Precision Power, Tercel, Erico, lu in thng minh v cc thit b bo v an ton mng ca APC, thit b o chuyn dng ca FLUKE, my tnh v thit b mng ca HP, IBM, COMPAQ n cc khch hng Dealer v End User, tt c nhm mc ch thit lp nhng h thng mng tin cy nht, hin i nht vi nhng cng ngh tin tin nht th gii. Cng vi cc mc tiu trn, OMNITECH cng y mnh pht trin th trng v my tnh c nhn vi cc sn phm Compaq, IBM, Hewlett Packard, Unisys, Acer...v hu ht cc thit b Tin hc khc cng nh y mnh pht trin cc phn mm ng dng trn mng... p ng mi nhu cu v h thng thng tin ca mi khch hng.
3. C cu t chc ca Cng ty OMNITECH: Cng ty chng ti quy t mt tp hp i ng cc k thut tr nhng giu kinh nghim v nng lc chuyn mn, nhit tnh trong cng vic. i ng chuyn gia ca cng ty chng ti lun sn sng cng vi khch hng xy dng, thm nh v trin khai cc gii php ng dng k thut tin hc, vin thng mang tnh kh thi, kinh t v tin cy cao nht. i ng cn b, nhn vin ca cng ty omnitech hin nay gm 32 ngi, trong 85% l cc k s tt nghip i hc chuyn ngnh in, in t -vin thng, tin hc, cng ngh thng tin ti cc trng i hc c uy tn trn c nc nh : i hc bch khoa, hc vin k thut qun s, i hc khoa hc t nhin quc gia, vin i hc m h ni, i hc k thut tp.hcm, Trong s hn 10 cn b k thut ca cng ty c tham d cc kho bi dng v nghip v cng ngh tin tin ca sn phm do cc nh sn xut thit b v gii php hng u th gii nh: ibm, intel, alcatel, nortel networks, witness system, amp, apc, hewlett packard, motorola,... t chc ti vit nam v nc ngoi. S lng cng nhn bc 4, bc 5: 15 ngi- c o to mt cch chnh quy ti cc trng dy ngh, trung cp k thut. hn na h cn c cc hng ni ting nh amp o to v chuyn mn, nghip v cng tc lp t trin khai thi cng cc mng cp my tnh, mng in thoi theo tiu chun quc t, i ng cng nhn trn tham gia trin khai thi cng nhiu d n mng c quy m trn ton quc cho b cng an, trng i hc bch khoa h ni, tng cng ty c phn bo minh, cng ty hoa mt tri, u ban nhn dn cc tnh thnh ph. Hn na omnitech cn c c s h tr c lc v v cng hiu qu t lc lng ng o cng tc vin, cc chuyn gia u ngnh ti vit
nam trong cc lnh vc cng ngh thng tin, in t, in t vin thng, ang cng tc ti cc vin nghin cu nh cc trung tm khoa hc t nhin v cng ngh quc gia, vin cng ngh thng tin, cc trng i hc nh i hc quc gia, i hc bch khoa h ni v i hc bch khoa tp h ch minh, cc trung tm tin hc ca cc b nh b ni v, b quc phng, b khoa hc cng ngh v mi trng, b gio dc, b cng an, b bu chnh vin thng.vi kinh nghim qu bu ca cc chuyn gia u ngnh ny m cc gii php k thut ca omnitech khng ch tin tin m cn c tnh kh thi cao nht. Cng ty omnitech c c cu t chc b tr nhn s rt n gin v hp l nhm t hiu qu cao nht trong cng vic v pht huy ti a kh nng, nng lc ca mi nhn vin. ngoi ra, omnitech cn quy mt i ng cng tc vin l cc k s giu kinh nghim v lnh vc vin thng, in t, tin hc tng tham gia thit k h thng, lp t cc cng trnh vin thng ln, tham gia thit k cc phn mm ng dng tin hc... iu quan trng hn, cc chuyn gia k thut ca cng ty omnitech thu c nhng kinh nghim v gi trong qu trnh thit k, trin khai cc n mng, cc d n c qui m quc gia, ti mt s cc tnh, thnh ca vit nam.
s 1: t chc ca cng ty omnitech
chc nng nhim v ca cc phng ban:

- ban gim c: qun l ton b hot ng kinh doanh ca cng ty. ban ny s a ra cc quyt nh, cc chnh sch a xung cc phng ban khc ch o thc hin. y cng l ban phi chu trch nhim nhiu nht khi c vic g sy ra trong cng ty. v n cng quyt nh n vic thnh bi cua cng ty. - phng kinh doanh d n: thc hin cc cng vic v kinh doanh, nghin cu v m rng th trng. tip nhn v x l cc thng tin v tiu th sn phm, x l cc khiu ni ca khch hng, gii quyt cc cng vic c lin quan n hot ng bn hng. - phng k thut: t vn gii php, trin khai k thut (phn cng, phn mm), bo hnh, bo tr, h tr k thut
phng ti chnh, k ton: t chc hch ton ti chnh v hot
ng kinh doanh ca cng ty, tng hp cc kt qu kinh doanh, lp cc bo co ti chnh, phn tch hot ng kinh doanh phc v cho vic kim tra thc hin k hoch ca cng ty. tham mu cho gim c cc gii php v ti chnh hot ng kinh doanh t hiu qu cao nht. II. C IM KINH T K THUT CA CNG TY OMNITECH 1. c im v lao ng: i ng cn b, nhn vin ca cng ty omnitech hin nay gm 32 ngi, trong 85% l cc k s tt nghip i hc chuyn ngnh in, in t -vin thng, tin hc, cng ngh thng tin ti cc trng i hc c uy tn trn c nc nh : i hc bch khoa, hc vin k thut qun s, i hc khoa hc t nhin quc gia, vin i hc m h ni, i hc k thut tp.hcm, Trong s hn 10 cn b k thut ca cng ty c tham d cc kho bi dng v nghip v cng ngh tin tin ca sn phm do cc nh sn xut thit b v gii php hng u th gii nh: ibm, intel, alcatel, nortel networks, witness system, amp, apc, hewlett packard, motorola,... t chc ti vit nam v nc ngoi. S lng cng nhn bc 4, bc 5: 15 ngi c o to mt cch chnh quy ti cc trng dy ngh, trung cp k thut. hn na h cn c cc hng ni ting nh amp o to v chuyn mn, nghip v cng tc lp t trin khai thi cng cc mng cp my tnh, mng in thoi theo tiu chun quc t, i ng cng nhn trn tham gia trin khai thi cng nhiu d n mng c quy m trn ton quc cho b cng an, trng i hc bch khoa h ni, tng cng ty c phn bo minh, cng ty hoa mt tri, u ban nhn dn cc tnh thnh ph.
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Bng 1: C cu lao ng ca cng ty OMNITECH TT 1 2 3 4 Phng ban Ban gim c Phng kinh doanh d n Phng k thut Phng ti chnh k ton v b phn khc (Ngun : Phng kinh doanh) do tnh cht ca sn phm cng ty to ra do vy cn b cng nhn vin trong cng ty i hi u phi l nhng ngi c trnh hc vn t cao ng tr ln hoc t nht phi c o to chuyn su v cng ngh thng tin t 1 nm tr ln v khi vao lm vic s tip tc c cng ty to iu kin thun li i hc tip. c nh vy th cn b cng nhn vin mi c kh nng p ng c nhu cu ngy cng cao ca cng vic. v nhn vo bng trn ta cng thy r c l phn ln nhn vin trong cng ty l nhng k s hoc su v k thut, su v cng ngh thng tin v s cn b ny chim hn 80% trong cng ty. trong khi c nhn v kinh t trong cng ty ch chim s nh v ch yu lm vic vn phng l chnh. ngoi ra do tnh cht ca cng vic nn s nhn vin trong cng ty l nam chim gii cng phn ng phi c n 75% nhn vin trong cng ty l nam cn lai l n. do cng ty mi thnh lp nn s nm lm vic ca cng ty nhn chung l tng i nh. v mi thnh lp nn vn o to nhn vin trong cng ty l mt vic v cng quan tang v phi c t nn hng u. 2. c im v th trng: 2.1. Th trng cung ng: OMNITECH v ang l i l phn phi sn phm, cung cp gii php, dch v bo hnh bo tr cho cc nh sn xut hng u th gii. l: Tng s 1 4 22 4 Trnh chuyn mn i hc i hc 17 i hc,5 Cao ng 1 i hc, 1 Cao ng, 2 Chung cp
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AMP - Nh sn xut thit b truyn dn (connectors, cable...) hng u th gii. Hin ti OMNITECH l i l duy nht va tiu th sn phm v chuyn giao cng ngh ca AMP ti Vit nam, cung cp hu ht cc sn phm Cable (Cable xon i, cable quang, cable cng nghip..) v cc thit b kt ni mang nhn hiu Netconnect cho khch hng cng nh cho cc Cng ty Tin hc khc trn phm vi ton quc. Hin ti sn phm ca AMP l sn phm cable v cc sn phm kt ni c uy tn v c u chung nht trn th trng, thng c la chn s dng trong cc d n ca nh nc, cc B, cc Ngnh, cc C quan, T chc trong nc v quc t. Nortel - Hng sn xut thit b vin thng, tin hc hng u th gii vi cc sn phm v cng ngh tiu biu: - Thit b truyn dn quang (Optical Transmission): Thit b truyn dn quang ca Nortel t STM-1/4/16/64 c nh gi hng u trn th gii v ti Vit nam. Chng ti thc hin rt nhiu hp ng cung cp thit b quang ca Nortel v dch v k thut cho cc n v thuc VNPT nh VTN, VTN1, Bu in Qung Ninh (lin danh vi VINALSC)... v cc n v khc nh B Cng an, Tng Cng ty in lc Vit nam, Cng ty in lc 3... - Thit b mng a dch v v mng d liu: Nortel ng u th gii v thit b Switch a dch v (Multi-service Switch) thng hiu Passport. Vi cng ngh v sn phm Nortel, chng ti trin khai thnh cng h thng mng Frame Relay ca Cng ty VDC trn quy m ton quc. Ngoi ra chng ti cng trin khai nhiu h thng mng a dch v khc nh B Cng an, Tng Cng ty in lc Vit nam, Hanoi Telecom... Vi thit b mng my tnh, chng ti cng trin khai nhiu h thng mng trn quy m ton quc vi cc sn phm Router, Switch, Firewall, IDS,
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Wireless... cho nhiu khch hng ln ti Vit nam nh B Cng an, Tng cc Tnh bo B Cng an, Tng Cng ty in lc Vit nam, Tng Cng ty Xng du VN, ALCATEL - Nh cung cp thit b v dch v vin thng hng u th gii vi cc sn phm: - H thng tng i PABX v h thng Contact Center: Alcatel ni ting vi gii php v sn phm cho cc h thng PABX v Contact Center. Chng ti trin khai rt nhiu h thng tng i PABX cho cc khch hng quan trng ti Vit Nam nh B Cng an, B Ti Chnh (lin doanh vi Cng ty Elinco), B Quc phng, Cng ty VDC (lin doanh vi Cng ty ONE JSC), Ngn hng Cng thng Vit Nam, Trung tm Ch huy iu hnh Bay v Trung tm iu hnh bay Min Bc u thuc Cc Qun l? Bay dn dng VN... v cc khch hng nc ngoi nh WHO, Khch sn Metrople Sofitel HN, Opera Hilton HN, New World SG, Omni Saigon, Park Pyatt SG... Chng ti cng trin khai h thng Contact Center cho h thng gii p thc mc khch hng (992000) ca Cng ty in lc 3 thuc Tng Cng ty in lc Vit Nam. - H thng thit b truyn dn quang: Thit b truyn dn quang ca Alcatel cng rt ni ting v cht lng v gi c. Chng ti thc hin mt s hp ng cung cp thit b truyn dn quang ca Alcatel cho Tng Cng ty in lc Vit nam v ng st Vit nam (lin doanh vi Cng ty Elinco) HP - Nh sn xut my tnh v thit b ngoi vi ln vo loi nht th gii. Vo thng 4 nm 1997, OMNITECH c HP ch nh l nh phn phi chnh thc cc sn phm PC, Server v thit b ngoi vi ti th trng Vit nam. Trc OMNITECH l Reseller truyn thng chuyn cung
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cp cc loi Server, Workstation v thit b mng ca HP trn khp th trng Vit nam. Quan h chnh thc gia OMNITECH v HP c thit lp t nm 2000. OMNITECH v HP tng cng hp tc trin khai mt s d n Tin hc ln trong B, Ngnh v tiu biu l h thng my ch HP mang nhn hiu NetServer OMNITECH cung cp v thc hin vic lp t, hng dn, bo hnh, bo tr cho Vin Cng ngh Thng tin, Trung tm Khoa hc t nhin v Cng ngh Quc gia, Trung tm thng tin t liu KHCN Quc gia v Vin Kim st Nhn dn Ti cao. COMPAQ - Nh sn xut my tnh v thit b mng hng u th gii. Vo thng 4 nm 1997, OMNITECH c Compaq ch nh l nh phn phi chnh thc v duy nht cc sn phm mng ca Compaq mang nhn hiu Netelligent- cc sn phm cn tng i mi i vi th trng Vit nam tuy nhin c ting trn mt s th trng khc ton th gii. Trc OMNITECH l Reseller truyn thng chuyn cung cp cc loi Server, Workstation v cc sn phm khc ca COMPAQ. OMNITECH l Cng ty u tin tiu th sn phm Server Proliant 4500 RackMount - loi Server mnh nht ca Compaq th trng Vit Nam (trang b cho B Gio dc v o to v Vin Cng ngh Thng tin). IBM - Hng sn xut my tnh ln nht th gii OMNITECH l mt trong nhng i l ca IBM ti Vit nam, chuyn cung cp cc loi PC Server v Workstation ng thi thc hin vic bo hnh bo tr i vi cc sn phm ca IBM ti Vit nam. OMNITECH thu c rt nhiu kinh nghim trong vic trang b Ngnh, cc c quan, t chc trong nc cng nh quc t. cng nh cung cp dch v i vi cc sn phm IBM trong cc d n ca cc B .
2.2. Th trng tiu th:

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Th trng CNTT th gii vn tip tc tng trng vi tc cao hn nm trc. Trong bi cnh , th trng CNTT Vit nam d khng gi c nhp tng trng ca nm 2004 nhng vn t c mc tng trng cao l 20.9% so vi tc tng trng ca chu l 9% v th gii l 7.1%, trong th trng phn mm/dch v tng 41.4%, th trng phn cng tng 15.6% - vi tng gi tr th trng l 828 triu USD. Nm 2005 l nm m c kim ngch nhp khu v kim ngch xut khu CNTT Vit nam u vt ngng 1 t USD trong c phn ng gp rt ln ca cc cng ty 100% vn nc ngoi. CNTT tr thnh mt trong 7 ngnh kinh t c kim ngch xut khu ln nht Vit nam. Ngnh cng nghip CNTT tip tc tng trng vi nhp cao: 49.6%/nm, trong gia cng xut khu phn mm tng 55.5%, t doanh s 70 triu USD v tng gi tr ngnh cng nghip phn mm/dch v t con s 250 triu USD. Tc tng trng ca lnh vc my tnh thng hiu Vit b chng li. Vi tc tng trng 86%/nm t l s ngi s dng Internet Vit nam ngang bng vi con s trung bnh ca th gii. Nm qua cng l nm chng kin s bng n ca ADSL v s vn ln ca ca Viettel cng EVNTel trong lnh vc cung cp dch v Internet Cc chnh sch nm 2005-2006 tp trung vo vic xy dng k hoch 2006-2010 lin quan n CNTT cng vi vic thng qua v thc thi mt s lut mang tnh c bn to tin pht trin CNTT trong giai on mi, trong c vic chun b gia nhp WTO vo cui nm 2006. Trong lnh vc o to nhn lc CNTT, nhiu ch trng c ban hnh to tin pht trin vng chc, tuy nhin vic thc thi vn cn chm v tnh trng cung khng theo kp cu vn tip din. Ni chung bc tranh o to CNTT hin nay c th nh gi l hn n trc khi tin ti cc thay i c bn
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V tr Vit nam trn bn CNTT ton cu khng c ci thin. Ch ring lnh vc Chnh ph in t c nng hng 7 bc, v ch s khc u tt hng. Mt iu l th l tc tng trng in thoi c nh ca Vit nam ang c xp cao nht th gii . 3. c im v c s vt cht: Cng ty OMNITECH ang dn tr thnh doanh nghip hng u v cung cp lp t thit b vin thng . Doanh nghip u t trang thit bi hin i my vi tnh , my fax, in thoi cho cc phng ban nhm lm cho thng tin c chuyn ti nhanh chng kp thi , qun l d liu, h s c chun xc v bt c khi no cn thit u c th ly c thng tin mt cch nhanh nht, to iu kin thun li cho hot ng qun l quan h khch hng tt hn v khi iu kin thu thp , qun l v x l thng tin s nhanh hn v hiu qu hn. Gip cho doanh nghip nh hng hot ng ti khch hng lm sao p ng tt nht nhu cu v mong mun ca khch hng. lm c iu cng ty phi u t thm trang thit b hin i tu sa v nng cao c s vt cht tc ng trc tip v gin tip ti hot ng qun l quan h khch hng. 4. c im v ngun vn v tim lc ti chnh. Bng 2: Tm tt ti sn ,tng n phi tr v vn lu ng ca Cng ty OMNITECH (n v: Triu Vit Nam ng) TT 1 2 3 Ti sn Tng ti sn Vn lu ng Tng n phi tr (Ngun: phng kinh doanh) nhn vo bng ch tiu trn ta c th a ra kt lun l: hng nm s tng ti sn trong doanh nghip ngy cng tng c bit l tng mnh trong
Nm 2003 8.342 8.013 2.937
Nm 2004 8.714 7.667 4.074
Nm 2005 12.841 11.547 6.416
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nm 2005 v trong nm 2004 gi tr ti sn tng ln ch l hn 371 triu, mc tng trng ch bng 4,26%. sang nm 2005 th tng s ti sn trong cng ty tng ln mt cch ang k th hin l s ti sn nm 2005 tng ln gn 4,13 t t mc tng trng l 32,14%. y l mt vic ng phi bn n v iu chng t l cng ty ch trng u t hn vo c s vt cht chun r b cho mt sch lc kinh t trong cc nm ti, y c th gi l vic u t cho tng lai. cng vi s ti sn tng ln th s n m cng ty phi tr cng tng ln iu ny l hin nhin ng v khng c cng ty no c tin u t vao mt lng ti sn ln c. III. HOT NG CA CNG TY TRONG NHNG NM GN Y 1. Mi trng kinh doanh ti Vit Nam v lnh vc Cng ngh Thng tin: Th trng CNTT th gii vn tip tc tng trng vi tc cao hn nm trc. Trong bi cnh , th trng CNTT Vit nam d khng gi c nhp tng trng ca nm 2004 nhng vn t c mc tng trng cao l 20.9% so vi tc tng trng ca chu l 9% v th gii l 7.1%, trong th trng phn mm dch v tng 41.4%, th trng phn cng tng 15.6% - vi tng gi tr th trng l 828 triu USD. Nm 2005 l nm m c kim ngch nhp khu v kim ngch xut khu CNTT Vit nam u vt ngng 1 t USD trong c phn ng gp rt ln ca cc cng ty 100% vn nc ngoi. CNTT tr thnh mt trong 7 ngnh kinh t c kim ngch xut khu ln nht Vit nam. Ngnh cng nghip CNTT tip tc tng trng vi nhp cao: 49.6%/nm, trong gia cng xut khu phn mm tng 55.5%, t doanh s 70 triu USD v tng gi tr ngnh cng nghip phn mm/dch v t con s 250 triu USD. Tc tng trng ca lnh vc my tnh thng hiu Vit b chng li.
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Vi tc tng trng 86%/nm t l s ngi s dng Internet Vit nam ngang bng vi con s trung bnh ca th gii. Nm qua cng l nm chng kin s bng n ca ADSL v s vn ln ca ca Viettel cng EVNTel trong lnh vc cung cp dch v Internet Cc chnh sch nm 2005-2006 tp trung vo vic xy dng k hoch 2006-2010 lin quan n CNTT cng vi vic thng qua v thc thi mt s lut mang tnh c bn to tin pht trin CNTT trong giai on mi, trong c vic chun b gia nhp WTO vo cui nm 2006. Trong lnh vc o to nhn lc CNTT, nhiu ch trng c ban hnh to tin pht trin vng chc, tuy nhin vic thc thi vn cn chm v tnh trng cung khng theo kp cu vn tip din. Ni chung bc tranh o to CNTT hin nay c th nh gi l hn n trc khi tin ti cc thay i c bn V tr Vit nam trn bn CNTT ton cu khng c ci thin. Ch ring lnh vc Chnh ph in t c nng hng 7 bc, v ch s khc u tt hng. Mt iu l th l tc tng trng in thoi c nh ca Vit nam ang c xp cao nht th gii 2. Hot ng ca Cng ty OMNITECH trong 3 nm qua: 2.1. Bo co ti chnh v doanh thu hng nm: a. s liu v ti chnh: c th ni vn v ti chnh lun c xem l mt vn quan trng trong cng ty v thng qua cc bn bo co v ti chnh ngi ta c th nh gi c cng ty ny ang hot ng nh th no. sau y em xin cung cp mt s thng tin v ti chnh m em thu thp c trong cng ty.
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bng 3: tm tt ti sn c v ti sn n trn c s bo co tnh hnh ti chnh, s liu ti chnh nm: 2003 2005. ( n v: vit nam ng) tt 1 2 3 4 5 6 ti sn tng ti sn tng n phi tr vn lu ng doanh thu li nhun trc thu li nhun sau thu nm 2003 8.342.551.791,0 0 2.937.689.752,0 0 8.013.482.206,0 0 6.615.268.357,0 0 208.870.458,00 150.386.729,00 nm 2004 nm 2005
8.714.148.373,00 12.841.147.050 4.074.623.202,00 6.416.110.664 7.667.619.390,00 11.547.122.441 8.868.998.655,00 14.018.432.166 328.868.778,00 430.638.860,00
236.785.520,00 310.123.560,00 (ngun: phng kinh doanh)
b. doanh thu hng nm: doanh thu th hin cho chng ta bit tnh hnh kinh doanh ca cng ty trong nm nh th no, cng ty c hot ng tt hay khng. sau y l bn bo co doanh thu ca cng ty trong cc nm t 2003 2004 v trong y cn biu hin s doanh thu trung bnh qua c 3 nm. bng 4: s liu v doanh thu qua cc nm 2003 - 2004 ( n v: vit nam ng) ch ti u tng doanh thu doanh thu bnh qun 3 nm (2003 - 2005) nm 2003 nm 2004 nm 2005 14.018.432.166
6.615.268.357,00 8.868.998.655,00 10.500.899.720,00 vn
(mi t, nm trm triu, tm trm chn mi chn nghn, by trm hai mi ng).
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Biu : doanh thu ca cng ty trong 3 nm kt lun: nhn vo 2 bng ch tiu trn ta c th a ra kt lun l:
hng nm s tng ti sn trong doanh nghip ngy cng tng c bit l tng mnh trong nm 2005 v trong nm 2004 gi tr ti sn tng ln ch l hn 371 triu, mc tng trng ch bng 4,26%. sang nm 2005 th tng s ti sn trong cng ty tng ln mt cch ang k th hin l s ti sn
Tng doanh 4,13 nm 2005 tng ln gnthu t t mc tng trng l 32,14%. y l

mt vic ng phi bn n v iu chng t l cng ty ch trng u t hn vo c s vt cht chun b cho mt sch lc kinh t trong cc nm ti, y c th gi l vic u t cho tng lai. cng vi s ti sn tng ln th s n m cng ty phi tr cng tng ln iu ny l hin nhin ng v khng c cng ty no c tin u t vao mt lng ti sn ln c. tng doanh thu cua cng ty t nm 2003 2005 cng tng mt cch nhanh chng. iu c th hin l tng doanh thu trong nm 2004 ch tng gn bng 2,25 t ng so vi nm 2003 tng ng vi tc tng l
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25,41 %. trong khi sang nm 2005 th s tng li nhun ca cng ty ln ti hn 14 t ng tng hn 5,15 t so vi nm 2004, vi mc tng trng l36,73%. li nhun m cng ty thu c cng c xu hng ngy cng tng. th hin l li nhun nm 2004 tng ln hn 86 triu ng so vi nm 2003 vi mc tng l 36,49%. sang nm 2005 li nhun cng ty tip tc tngv cao hn nm 2004 l73 triu v mc tng ch t l 30,97%. iu ny cng ng vi suy lun trn khi chng ta cho rng cng ty s tin cng ty thu c mt phn u t cho trang thit b phc v cho hot ng kinh doanh lu di. mt khc vic doanh thu tng ln chng t nhu cu ca mi ngi v my tinh, v cng ngh thng tin ngy cng ln. v vy cng ty cng phi lun ch i mi theo kp vi cc i th cnh tranh v ngy cng c nhiu sn phm tin hc mi sng to p ng nhu cu ngy cng cao ca khch hng. nh vy, ta c th khng nh rng trong nhng nm va qua cng ty hot ng rt c hiu qu. nhng v l cng ty v cng ngh thng tin cho nn sn phm ca cng ty l cc sn phm i hi v tr tu, do cng ty phi lun quan tm n vic o to i ng nhn vin cho bt kp vi nhu cu ca khch hng, lun cp nhp nhng thng tin mi, nhng thit b mi tho mn nhu cu khch hng tt hn.
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Chng II:
THC TRNG HOT NG V QUN L QUAN H KHCH HNG TI CNG TY OMNITECH
I. MT S VN L LUN V QUAN H KHCH HNG 1. Vai tr ca CRM i vi hot ng sn xut kinh doanh ca Doanh nghip 1.1. Vai tr ca CRM Ngy nay thnh cng ca mt doanh nghip ph thuc vo nhiu mi quan h ca doanh nghip vi khch hng. Khi cnh tranh trn th trng din ra ngy cng gay gt, vic thu ht v gi chn khch hng l mt vic rt kh khn, th qun tr quan h khch hng l mt vic rt quan trng m doanh nghip cn phi lm c c khch hng trung thnh. Cc nghin cu cho thy bn mt sn phm mi cng ty cn phi tn chi ph gp 6 ln so vi vic gi mt khch hng c. Mt khch hng khng tho mn s chia s s kh chu ca h vi 10 ngi khc. Nu gi c them khong 5% s lng khch hng li vi cng ty th cng ty c th gia tng them 85% li nhun v 70% khch hng c khiu ni vn trung thng vi cng ty nu khiu ni c gii quyt. Nh vy, Khch hng l mt nhn t v cng quan trng trong qu trnh hot ng ca cng ty v vy cng ty cn phi gi c cng nhiu khch hng cng tt. Tm li, cnh tranh trong nn kinh t hin nay cng ty cn phi tip cn vi qun l quan h khch hng ( CRM) v vn dng c hiu qu trong cng ty mnh mt h thng CRM hiu qu khng ch l p dng mt phn mn hp l m cn yu cu doanh nghip c tnh thch ng cao, c kh nng thay i theo yu cu ca khch hng. Vy CRM l g? 1.2. CRM l g?
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CRM l vit tt ca Customer Relationship Management - Qun tr quan h khch hng. l chin lc ca cng ty trong vic pht trin quan h gn b vi khch hng qua nghin cu, tm hiu k lng nhu cu v thi quen ca h. Thit lp mi quan h tt p vi khch hng c ngha c bit quan trng i vi s thnh cng ca mi cng ty. Nn ay l vn ht sc c ch trng vy CRM l g? l ton cc qu tnh thu thp, tng hp v phn tch thng tin v khch hng, hng ho, hiu qu ca cc cng tc tip th kh nng thch nghi ca cng ty i vi xu hng ca th trng nhm mc ch nng cao hiu qu hot ng kinh doanh, mang li li nhun cao nht cho cng ty. Vy CRM l qu trnh tm kim chn lc xy dng, pht trin mi quan h lu di vi khch hng nhm nm bt nhanh nht nhu cu ca h v tho mn nhng nhu cu . 1.3. Vai tr ca CRM i vi hot ng sn xut kinh doanh ca Doanh nghip CRM c mt vai tr rt quan trng i vi hot ng sn xut kinh doanh ca doanh nghip cho d l cng ty sn xut hay dch v th khng th khng ni ti vai tr ca hot ng CRM:
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Qun l quan h khch hng gip cho doanh nghip nm r thng tin v khch hng nh th hiu tui tc, nhu cu, cc thng tin phn hi ca khch hng,gip cho doanh nghip c nhng nh hng sn xut kinh doanh khi hp tc vi nhng nhu cu ca khch hng.
Qun l quan h khch hng gip cho cng ty bit c lng khch hng hin ti ca mnh v khch hng c th c trong tng lai. T , c th so snh vi i th cnh tranh v bit c v th ca mnh trn th trng.
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Qun l quan h khch hng gip cho cng ty bit kh nng tm kim, chn lc xy dng pht trin h thng khch hng qua cc thi k ra sao? T chng ta c th nh gi mc pht trin ca doanh nghip trn th trng v c chnh sch ci tin ph hp vi cc thi k tip theo.
Qun l quan h khch hng cho cng ty bita cc dch v hu mi ca mnh nh th no? V c kh nng gii quyt khiu ni ca h ra sao? p ng c nhu cu hay cha? t c c cc bin php thch hp.
2. Mc ch v nguyn tc thc hin 2.1. Mc ch CRM l cng c kim sot th trng - V mt v m: Cc doanh nghip a ra cc chnh sch Marketing vi th trng mc tiu thng thng l chnh sch 4P: Product- sn phm, Prace- knh lung tiu th, PromotionXc tin th trng. Phn ng li th trng s c nhn thc , thi hnh vi nht dnh i vi sn phm v dch v ca doanh nghip. Vi cc hang ln bao gi cng c cng tc iu tra, nh gi t phn ng ca th trng , vi cc hangnh th cha c hoc cha ngh ti hoc c th cha c cng c ph hp gii quyt CRM l cng c chng ta nhn phn hi t th trng thay i trong t chc cho ph hp.
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V mt vi m: Cc mi quan h giao dch da trn cc con ngi c th i din cho cng ty ca h. Cc yu t nh hng n quan h giao dch bao gm: Mc ch giao dch, phng tin, tnh trng, ni dung giao dch, cc i tng tham gia giao dch v tn sut giao dch. C c kt qua rgiao dch l cc doanh
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nghip phi o lng c cc yu t nh hng ti giao dch v cc phn mn CRM s h tr cc doanh nghip. CRM l cng c quy hoch th trng chim lnh th trng chng ta phi xc nh th trng mc tiu, c im th trng phi c thng tin r rang. Phi c cch phn bit cc khch hng. Phn tch bng CRM s lm cho doanh nghip c c cc chin lc khch hng ng n. CRM l cng c lp k hoch Marketing Cc t chc doanh nghip nh thng khng c nhn thc lp k hoch trc khi bt u cng vic. y l l do c s khc bit v nng sut lao ng trong cc t chc vic phi cp n cc yu t c th ca k hoch nh: Ngi thc hin, sn phm knh lung gi c, xc tin doanh s, mc tiu l chng ta vch mt con ng chim lnh th trng. y l mt vic quan trng khng th thiu c trong vic p dng CRM CRM cng c tng nng sut lao ng V mt khi lng, cht lng cng vic trong qu trnh c lu vit trong h s giao dch hay phn tch giao dch u ch ra cho ngi kinh doanh kt qu cng vic lm c. Bn cht ca vic pht trin nng sut lao ng l phi o lng c khi lng, cht lng cng vic phi c h thnga gim st v thc y thng xuyn. Phn loi khch hng CRM s gip doanh nghip trong vic nh gi v phn loi khch hng doanh nghip c th tp trung ngun lc vo th trng mc tiu.
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D bo t hng CRM cho chng ta s liu trc tip t s cam kt cha thnh vn ca tng khch hng trong cc ln giao dch. C th l: v sn phm , v s lng, gi c, thi gian d nh mua,..C s cc mi quan h khch hng tr thnh c s cc n dt hng. Gi thng ip hng lot ti khch hng ay l cng c hiu qu khi cng gi th, email hng lot n khch hng v cc thng tin ca doanh nghip gip chng ta c th giao dch vi s ng khch hng cng mt lc. Duy tr tnh lin tc trong kinh doanh CRM gip cho doanh nghip duy tr khi lng khch hng v duy tr doanh s ca doanh nghip Tm lai, mc tiu ca CRM l gip doanh nghip s dng cng ngh v nhn lc nhm nm bt hnh vi v gi tr ca khch hng thng qua : + Cung cp dch v tt hn cho khch hng + T chc trung tm giao dch vi khch hng tt hn +Tr gip nhan vin bn hng thc hin tt hn n hng mt cch nhanh nht. 2.2. Nguyn tc thc hin i vi mi loi doanh nghip c quy m to nh khkc nhau th khi p dng CRM vo cc doanh nghip mnh s c cc chin lc khc nhau cho ph hp vi tnh hnh, iu kin c th ca tng doanh nghip. Tuy nhin vn phi bo m cc nguyn tc thc hin sau khi s dng CRM l:
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S quan tm su sc t cc nh qun l cp cao. CRM s khng th thnh cng nu khng c s quan tm su sc t phi cc nh qun l cp cao. V vy nn sn long tham gia v lnh do h thng CRM vi mong mun em li nhng kt qu tt nht. Cc cng ty s trnh khi nhiu kh khn vng mc trong qu trnh trin khai CRM nu cc nh qun l cp cao khng th ph mc quyn qun l v iu hnh cho mt b phn ring bit. CRM cn s h tr t tt c cc thnh vin trong cng ty thay v mt nhm cc nhn vin t mnh iu hnh v x l cc vn d pht sinh. Trc tin hy xc nh cc quy trnh lm vic v tc ng ca CRM, sau mi ngh n cc yu t k thut khi trin khai. Yu t con ng khi p dng CRM l mt trong nhng thch thc ln nht. Do vy, yu cu dt ra l cc nh qun l cp cao trong cng ty cn tham gia t u qu trnh trin khai CRM v phi lm sao h thng CRM c ng dng mt cch hiu qu nht.
Ci thin cc quy trnh v cch thc kinh doanh: Cc cng ty cn phi tip cn CRM theo mt lp trng quan im kinh doanh duy nht. V phi nhn ra u l ni m cc quy trnh qun l khch hng b t qung hay cn chnh sa, trc khi nh gi tnh hiu qu ca h thng CRM, cng nh tng cng yu t k thut cho cc phn mn CRM; Trong qu trnh ci thin cc quy trnh v cch thc kinh doanh cng ty cn phi tm ra m hnh CRM cho ph hp vi c th kinh doanh ca cng ty mnh, ch khng phi gt gia cc hot ng cho ph hp vi nhng phn mn CRM. Vic trn khai CRM s gp nhiu kh khn nu cng ty b qua khu t chc thc hin sao cho hiu qu nht. V cc nh qun l nn dnh nhiu thi gian ca mnh cho vic thu
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thp v sp xp d liu bin d liu thnh mt li th ch khng phi l mt chng ngi vt.
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Xy dng mt chu trnh qun l khch hng: c th trin khai thnh cng h thng CRM cn phi son tho mt chu trnh qun l khch hng hiu qu tren giy t. Chu trnh ny t vic xc nh, phn loi, lp mc tiu v quan h tng tc vi khch hng trong mt chui c s thng tin lin tc, nhm to ra nhng mi quan h su sc hn v tt hn vi khch hng. Chu trnh cn phi tho mn cc yu cu ng: ng khch hng, ng sn phm, ng lc, ng gi, ng knh phn phi, ng thng ip v ng chi phi. Vic phn loi khch hng thng xuyn, hay vic tm hiu khch hng no mang li cho mnh li nhun nhiu nht, li nhun trung bnh v li nhun it nht cng rt cn thit. Bi da vao , cng ty c th vch ra mt chin lc duy tr v pht trin cc khch hng, nhm tng them li nhun cho cnng ty, ng thi loi b cc khch hng khng mang li li nhun.
T vn v trin khai CRM theo yu cu ( On-eman CRM): Cc cng ty cn dnh thi gian nh gi v cn nhc xem m hnh CRM no thch hp no vi mnh nht. CRM ch thc s pht huy ht hiu qu khi n c thc thi trn nn tng cng ngh v chc thc ng dng hp l. Nhng cng ty kinh doanh nh c th xem xt n vic thu cc cng ty chuyn t vn v thc hin gip mnh cc gii php CRM, bi v cch thc ny s t ri ro hn, chi ph thp hn, tit kim hn. Trong khi vn gii quyt n tho cc vn qun l mi quan h vi khch hng.
CRM cn c ng dng ti tt c cc cng ty, khng k quy m v kch thc. Nhiu cng ty, tp on ln cng phi nh cy n nhng cng ty chuyn nghip thc hin gip cc gii php CRM. Qu ng nh
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vy, c rt nhiu cng ty hin nay ang phi u t hng triu USD dn dp v t chc li cc khi d liu khng l, nhm xy dng mt nn tng d liu hp l h tr hot ng kinh doanh. vy th ti sao ta khng trnh xa bi hc c bng vic thit lp mt h thng CRM hiu qu ngay t by gi? 3.Cc hnh thc thu thp thng tin khch hng 3.1. Kho st qua in thoi Kt qu ca mt nghin cuc kho st qua in thoi i vi mt mu c la chn ngu nhin thng c tnh i din, tng qut. Doanh nghip cn xy dng mt bng hi tiu chun la chn mu v phng vn tin hnh gi in thoi v ghi li d lieu. Theo phng php ny c th em li thng tin c gi tr nhng li tn km v chi phi v mt thi gian. 3.2. Kho st qua th gi C th thu c d liu c th nh lng. Thng tin kho st c th i din cho mt mu ln m khng tn km nhiu chi ph nh kho st qua in thoi. Tuy nhin thi gian kho st c th ko di mt thi gian, trong khi t l phn hi khng nhiu. Nu t l phn hi thp th thng tin s khng tin cy. 3.3. iu tra nhm Vic trao i thng tin vi mt nhm ngi thng t 8 n 10 ngi s tn khong 2 gi vi vai tr hng dn ca mt ngi iu phi. Vi cch ny doanh nghip s nhn c thng tin chi tit nhng nhiu thng tin ny s khng th i din cho mt mu iu tra m ch i din cho mt nhm ngi c hi. T cuc hi tho ngi i din s tm ra gii php gii quyt vn , chi ph cho cun iu tra thng km nhng cuc iu tra li thc hin c nhiu ni khc nhau.
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3.4. iu tra nhm trc tuyn Mt nhm trc tuyn bao gm nhiu ngi vo trang Wed trao i. Khi ngi iu tra s ra cu hi v ngi tham gia cng tr li v trao i. 3.5. Phng vn tng ngi Hnh thc ny thng khng i din cho mt mu iu tra cuc tho lun c th cung cp thng tin chi tit. 3.6. Chn hi ngu nhin Tip cn vi tng c nhn ti a im cng cng. Thng tin thu thp c c th va c nh hng va c nh tnh. 3.7. iu tra vi ngi s dng Yu cu t cu hi vi ngi s dng, vic t cu hi cho ngi s dng c th em li thng tin gi tr hiu c lm th no c th a ra sn phm tho mn khch hng mt cch tt hn. 3.8. Khiu ni khch hng Cc thng tin thu c c th v vn xy ra. Tuy nhin kin ca h li khng i din cho s ng. 4. M hnh qun l quan h khch hng Cc bc bt buc cn thc hin trong qun l qua h khch hng l gm 7 bc. Bc 1: Thit lp c s d liu y l nn tng ca mi hot ng qun l quan h khch hng, c s d liu ca doanh nghip bao gm nhng thng tin nh: Thng tin giao dch, thng tin lin h vi khch hng, thng tin m t phn ng ca khch hng, cc thng tin v khch hng
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S 2: M hnh qun l quan h khch hng

Thit lp c s d liu
Phn tch d liu
La chn khch hng
nh hng vo khch hng
Thit lp quan h khch hng
Vn bo mt
o lng
Bc 2: Phn tch d liu Mc ch ca phn tch d liu l tm hiu khch hng v li ch m khch hng c th em li cho t chc t xc nh cch tc ng ti khch hng. Ngoi ra c th phn tich trn c s chn lc th trng tiu th. Bc 3: La chn khch hng Xc nh cc i tng khch hng cnphi hng ti v cc chng trnh Marketing tng ng. Mc ch phn loi v pht hin nhng khch hng c kh nng mang li li nhun di hn cho doanh nghip. Doanh nghip cn thn trng khi la chn khch hng.
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Bc 4. nh hng ti khch hng Dng cc phng php tip cn: - Marketing t xa

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Th trc tip
- Bn hng trc tip Bc 5: Thit lp quan h Mc tiu nhm duy tr quan h vi khch hng em li cho khch hng mc tho mn cao hn so vi i th cnh tranh. Bc 6: Vn bo mt y l vn lin quan n tm l khch hng. Khch hng cm thy b xm phm i t; khch hng cm thy kh chu khi c nhng email khng mong mun; Khch hg khng mun nhng ngi khc bit n. Bc 7: o lng Pht trin cc phng php o lng nh hng vo khch hng qua cc cp lnh o c th nhn bit c tnh hnh hot ng ca cc chnh sch v chng trnh CRM. Mt s phng php o lng l: Chi ph thu ht khch hng; t l khch hng duy tr trn s khch hng ri b; t l bn hng cho cng mt khch hng; o lng trung thnh ca khch hng. II. TNH HNH HOT NG QUN L QUAN H KHCH HNG CA CNG TY OMNITECH 1. Cn c thc hin hot ng qun l quan h khch hng ti cng ty OMNITECH 1.1. Yu t thuc v khch hng Vi mc tiu chnh ca cng ty OMNITECH l thit lp cc h thng mng my tnh v vin thng t cc mng cc b n cc mng din rng c quy m ln. V vy khch hng ca cng ty l cc t chc c quan
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nh nc cng nh quc t. i vi cc khch hng ln ny cng ty cn phi c cc hot ng marketing vi cc gii php tng cng tip th, khuyn mi cc gii php gim thiu chi ph c mc gi bn hp l. i vi cc khch hng c nhn doanh nghip cn cung cap nhng sn phm c chat lng v gia c hp l hn. V ngy cng tng cng hot ng marketing thng tin v sn phm ca doanh nghip n vi mi ngi tiu dung. p ng mi nhu cu v h thng thng tin ca mi khch hng. 1.2. Mi trng cnh tranh ca Cng ty OMNITECH Hin nay th trng cng ngh thng tin Vit Nam ang c nhp tng trng cao. Cng ngh thng tin tr thnh mt trong 7 ngnh kinh t c kim ngch xut khu ln nht Vit Nam. Vi tc tng trng 8,6% nm t l s ngi s dng internet Vit Nam ngang bng vi con s trung bnh ca th gii. Chnh v vy cng ngh thng tin l mt ngnh mi hp dn , thu ht c nhiu s quan tm ca cc doanh nghip. Th tng Vit Nam trong nhng nm gn y cc doanh nghip kinh doanh mc ln nh nm cng vi cc doanh nghip, cc tp on ln u t vo Vit Nam. Ngoi ra trong tng lai s c rt nhiu doanh nghip mi s lm tng sc p cnh tranh cho doanh nghip. Chnh v l do nn vn qun l mi quan h khch hng ang ttr nn ht sc quan trng i vi doanh nghip c th thu ht v gi c khch hng. 1.3. Mc tiu hot ng CRM ti cng ty OMNITECH Doanh nghip phi lun nm bt lm ch c nhng cng ngh tin tin nht p ng nhng nhu cu ngy cng cao ca khch hng. p ng nhu cu ca mi thnh phn kinh t x hi nhng c nhn t chc c nhu cu s dng sn phm v dch v do cng ty cung cp, p ng nhu
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cu ca khch hng nhng vng a l khc nhau, c khch hng trong nc v ngoi nc. Duy tr v cng c lng khch hng trung thnh ca cng ty ng thi thu ht cc khch hng tim nng. Cc khch hng ca i th cnh tranh bng cc hot ng marketing hiu qu. Gim thiu khiu ni ca khch hng v sn phm v dch v ca cng ty cung cp. C gng gii quyt nhanh chng cc khiu ni ca khch hng em li nim tin cho khch hng v c th gi c khch hng trung thnh i vi cng ty. T nhng mc tiu trn doanh nghip c th lp k hoch thu thp thng tin ca khch hngv m rng mng li khch hng ca cng ty nhm em li s tho mn cao nht cho khch hn 2. Thc trng CRM ti cng ty OMNITECH 2.1. Thu thp v qun l thng tin khch hng Cc hnh thc thu thp thng tin Kho st qua in thoi Cng ty thng xuyn s dng phng php gi in thoi trc tip cho khch hng thu thp thng tin m cng ty cn. Vi tnh hnh ny cng ty thng gi in cho khch hng trong v sau khi thc hin hp ng. Kho st qua in thoi thng c u im v hn ch sau: - u im : + Thng tin chnh xc + Thng tin nhanh chng - Nhc im: + Chi ph cho phng php ny l tng i cao + Cn phi c mt i ng nhn vin chuyn nghip c trnh v hiu bit v cng ngh thng tin c th nhn bit c nhng nhu cu ca khch hng.
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Khiu ni khch hng Ly thng tin t s liu khiu ni khch hng c th c c thng tin c th v vn xy ra y l nhng thng tin cn thit cho doanh nghip c th thay i cch thc lm vic ca cng ty sao cho tho mn khch hng mt cch tt nht. Phng php ny c nhng u im v nhc im nh:
-
u im: thng tin nhn c chnh xc, c th; chi ph thu thp thng tin thp.
Nhc im: Khng c tnh i din cho mt s ng khch hng; Nhng thng tin thu thp c ch mang tnh nh tnh.
S 3: Quy trnh tip nhn v x l thng tin

im nhn thng tin
Phone Email
Fax Wed
Tip nhn thng tin
S ghi nhn thng tin
Thc hin x l cng vic
Kt qu x l
H S lu tr
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2.2. Thit lp v duy tr quan h vi khch hng Trn thng trng mt khch hng tng ng l mt c hi kinh doanh. Tm kim khch hng mi v chm sc khch hng c l iu m mt doanh nghip lun lun phi quan tm ti v khng th l l. Doanh nghip cn phi xc nh khch hng mucj tiu ca mnh. Xy dng c s d liu v khch hng trung thnh v phn loi theo cc tiu ch khc nhau ( khch hng l t chc ,c nhn , trong nc hay ngoi nc, c in, mc tiu th hng ho) c s d liu ny rt quan trng trong vic phc v khch hng sau ny, m bo nng cao cht lng dch v vi phng chm c cng nhiu khch hng cng tt. Danh sch khch hng tiu biu ca cng ty: - Trung tm vin thng khu vc II_ VTNII - Cng ty tch hp h thng v cc dch v _SIS - Cng ty pht trin nh Q2. Bnh vin da liu Tnh ph - Vn phng u ban tnh Bn tre - Cng ty in t, tin hc, ho cht_ B quc phng.
-
Lin hip khoa hc sn xut cng ngh phn mm_ CSE.
- 2.3. ng vin khuyn khch cc khch hng ca cng ty Cng ty lun c gng to dng mi quan h gn b lu di, to cho h tm l c hai bn cng c li. Cng ty thchin vic khuyn mi nh phn mn, chi ph vn chuyn, chi ph lp t, chi ph o to chuyn vin iu hnh h thng, .. Cng ty c nhng chnh sch khch hng ring vi nhng khch hng thng xuyn v tiu biu.
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Bng 5: Danh sch khuyn mi khch hng thng xuyn v lu di ca cng ty a im khuyn mi 1. Trng i hc bch khoa H Ni Ni dung khuyn mi % KM/H 1% 1,5% 1% 0,5% 1% 1% 0,5% Gi tr KM 10 triu ng 22 triu ng 7,5 triu ng 3 triu ng 10 triu ng 5 triu ng 3 triu ng
- Chi ph vn chuyn v lp t, km theo chi ph o to chuyn vin iu hnh h thng 2. Cng ty in t, tin - Phn mn iu hnh Routor hc ho cht_ B quc ( Microsoft) phng - Chi ph vn chuyn 3. Trung tm k thut - Chi ph vn chuyn v lp t vin thng B Quc - Phn mn Endpoint Phng 4 Cng ty c phn u - Chi ph lp t t Th Thim 5. Cng ty C phn thng mi v cng - Phn mn Editon_Intel ngh tin hc s I - chi ph lp t (ONE JSC) 6. Khch sn Hilton- - Phn mn iu hnh h thng H Ni mng 7. Vn phng B Cng An ( V11) - chi ph vn chuyn v lp t 8. Cng ty in lc
- Chi ph o to chuyn vin 8 triu 1% - ch ph vn chuyn v lp t ng (Ngun:Phng kinh doanh) 2.4. m bo dch v khch hng Cng ty xy dng chin dch dch v chung cho doanh nghip v cc chun dch v c th vi tng khch hng. Thc hin ng cc chun dch v c cam kt b tr hon hay khng thchin c v bt k l do g th ngay lp tc phi xin li thng bo ngay cho khch hng kp thi v xut phng n khc phc . Cng ty c cc dch v h tr k thut v dch v bo tr sau bo hnh. Cam kt tip tc theo di, bo dng v h tr k thut trong sut qu trnh s dng thit b. Cung cp thit b linh kin ph tng cn thit phc v nng cp, m rng hoc d phng cho h thng thit b vi gi u i c bit. Thng xuyn hng dn, cp nhp thng tin
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mi nht cho khch hng khch hng c th khai thc hiu qu nht h thng thit b ca mnh. Cc dch v h tr k thut ca cng ty OMNITECH: - H tr ti a im khch hng - H tr k thut qua in thoi - H tr vn hnh v khai thc h thng mng H tr dch v khc phc s c t xa - H tr cc dch v sa cha - H tr cc dch v thay th - H tr cc dch v v phn mm 2.5. Coi trng kin khch hng Khch hng chnh l ngi cho im i vi sn phm v dch v ca cng ty v vy m mi thay i phi theo nh hng t phi khch hng. Thc vy do th hiu ca khch hnglun lun thay i do s pht trin ca khoa hc k thut ngnh cng ngh thng tin ngy cng pht trin v ngy cng c nhiu sn phm hin i. V vy cng ty OMNITECH lun coi trng vic thu thp thng tin t phi khch hng v lun cung cp cho khch hng nhng sn phm hin i v tin tin nht nhm tho mn nhu cu khch hng. 2.6. Chnh sch gi ph hp c th duy tr v thu ht khch hng Trong th trng cnh tranh ngy cng khc lit hin nay th vn nh gi cho sn phm v dch v mt cch hp l cng l mt bin php gi chn khch hng c v tm kim them khch hng mi.
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Thu ht khch hng t pha i th cnh tranh. Cng ty OMNITECH lun c gng gim thiu nhng chi ph khc c th nh gi hp l hn so vi cc i th cnh tranh. i vi cc khch hngln v i vi khch hng trung thnh ca cng ty th s c u i nht vi mc gi u i nht. 3. Khiu ni ca khch hng v cch x l 3.1. Nhng khiu ni ca khch hng v sn phm v dch v m cng ty cung cp l ngun thng tin quan trng nht c gi tr trong cng tc bo m cht lng sn phm v dch v ca mi cng ty. Tuy nhin mi cng ty phi s dng thng tin nh th no t c mc ch v hiu qu tt nht. Cng ty OMNITECH lun to iu kin d dng trong vic tip xuc vi khch hng. Dch v chm sc khch hng c thc hin lin tc vi kh nng p ng 7 ngy tromg tun 224 gi trn ngy. Nhng khch hng khng c gii quyt khiu ni mt cch tho ng s dn n nhng tc ng tiu cc: Ngi s dng sn phm v dch v ca cng ty thng c xu hng gii thiu sn phm vi bn b v ngi than ca h. V vy nu h ni tt v sn phm v dch v ca cng ty th cng ty s c c nhng khch hng mi ngc li nu h ni xu v sn phm ca cng ty th cng ty s gim uy tn ca mnh. 3.2. Gii quyt khiu ni ca khch hng * Quy trnh x l khiu ni ca khch hng Sau khi nhn c thng bo khiu ni ca khch hng cc cn b ca cng ty s c gng thu thp thng tin nhanh nhm xc nh nguyn nhn gy ra s c v s thng bo chnh thc n cc cn b ph trch thit
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b trc tip xut phng n khc phc s c, m bo hn ch ti thiu thi gian gin on qu trnh vn hnh ca thit b . Chm nht l 2 gi sau khi nhn c thng bo cng ty s tin hnh tp hp cc thng tin v a ra phng n x l s c m bo s c c khc phc trong vng 24 gi k t khi nhn c thng bo.
Bng 6: Danh snh s lng khiu ni ti cng ty OMNITECH

a im khiu ni S lng khiu 1. Khch sn HitonH Ni 2. Vn phng B ni 1 2 1 2 - Dch v bo tr h thng tng i - Thit b mng - Thi hn thi cng d n - Thit b my hn cp quang Type_ 37SE - Thit b mng tin hc - Tng i PASX_Nortel 3.1 1 - My hn cp quang Type_37SE Ni dung khiu ni
Cng An 3. Cng ty in lc H Ni 4. Th vin v mng thng tin_ trng H Bch khoa H Ni 5. Cng ty c phn thng mi v cng ngh tin hc s I (ONE_JSC) 6. Cng ty hoa mt tri (Ngun:Phng kinh doanh)
- My Com PAQ - Dch v bo tr thit b mng my tnh
Qua bng s lng khiu ni khch hng ta c th thy phn ln khiu ni ca khch hng l do sn phm do cng ty cung ng chnh v vy cng ty cn phi c ch kim sot cht lng sn phm u vo tt hn.
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Ngoi ra cng ty cng cn m bo thi gian hon thnh hp ng to s tin tng i vi khch hng . Ni chung c c nhiu khch hng chung thnh hn th cng ty cn phi gim thiu s lng khiu ni ca khch hng mt cch ti a.
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S 4 : X l khiu ni khch hng Khch hng
Phng ban khc
Phng K thut ( Log Book)
Khc phc ti ch
Trng phng k thut ( Phn Cng)
Kim tra, Xc nh li
Cn
Nhn vin KT (Xc nh thi hn BH- h s thit b)
Ht
Service Report
Kim tra xc nh thi gian v chi ph
Li khng khc phc c
Phng kinh doanh

Thay mi, cho mn ( hng mi giao) Bo hnh Nhp bo hnh ( Phng Nhp hng)
ng /khng
Ht BH NCC
Khch hng
Nh cung cp
Phng K thut ( Repair Services)
Phng K thut
Phng K Thut (Test)
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III. NH GI HIU QU HOT NG CRM 1. Cc tiu ch nh gi Vic tm kim chn lc xy dng pht trin lu di vi khch hng, nm bt tt nhu cu lun l mc tiu hng u ca cng ty OMNITECH. nh gia c nhng hiu qu ca hot ng ny ta cn c vo ch tiu v uy tn ca doanh nghip , ch tiu v s lng khiu ni khch hng, ch tiu v li nhun , ch tiu v doanh s v t trng doanh s khch hng. Tt c cc yu t ny l tiu ch nh gi hiu qu hot ng CRM. V chi ph doanh nghip c s u t tm kim, thu ht v duy tr quan h ni khch hng tt th mi thu ht c nhiu khch hng mi v gi c khch hng c lm tng doanh thu v li nhun ca doanh nghip. V ngc li doanh thu v li nhun c cao th mi chng t hot ng qun l quan h khch hng ca cng ty tt. 1.1. Ch tiu v doanh thu v s lng hp ng thc hin Bng 7: S liu v doanh thu v s lng hp ng thc hin qua cc nm 2003 n 2005 (n v: Triu Vit Nam ng) Cc ch tiu Nm 2003 Nm 2004 8.868 11 Nm 2005 14.018 14 Doanh thu 6.615 (triu ng) S hp ng 11 thc hin (Ngun:Phng kinh doanh)
Nhn vo bng s liu trn ta thy trong nm 2003-2005 Doanh thu ca doanh nghip tng lin tc nm sau lun cao hn so vi nm trc. C th doanh thu nm 2004 tng so vi nm 2003 gn bng 2,25 t ng tng ng vi tc tng trng l 25,41%. Sang nm 2005 ta thy doanh thu tng hn so vi nm 2004 l hn 5,15 t ng tng ng vi tc
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tng trng l 36,73%. Diu c th thy tc tng trng qua cc nm tng rt nhanh. V s lng hp ng thc hin nm 2005 tng so vi nm 2003 v 2004. iu ny c th cho thy s khch hng ca cng ty ngy cng tng v kh nng cung ng ca cng ty cng ngy cng cao. 1.2. Ch tiu v uy tn ca doanh nghip Uy tn ca doanh nghip l mt ch tiu rt kh nh lng c, ch tiu ny c lin quan nhiu n cc ch tiu khc: Nh cht lng sn phm m cng ty cung cp, hot ng marketing, quan h ca doanh nghip vi cc t chc khc. Uy vtn l mt ch tiu quan trng khch hng n vi doanh nghip. Cng ty OMNITECH lun c gng to dng mt doanh nghip c uy tn cao. Vi mt i ng cng nhn lnh ngh c chng ch v bng cp quc t. V dang l di l phn phi sn phm, cung cp gii php, dch v bo hnh bo tr cho cc nh sn xut hng u th gii nh: MP; COM PAQ; IBM; HP:H l cc hng sn xut thit b tin hc vin thng hay thit b mng lm ch cc cng ngh hin i nht c khch hng trn c th gii tin tng c a chung. V iu quan trng hn c l h thc s mong mun v c kh nng hp tc v h tr di hn vi cc khch hng ti Vit Nam. Hn na OMNITECH c s h tr hp tc c lc v v cng hiu qu t lc lng ng do cng tc vin, cc chuyn gia u ngnh ti Vit Nam trong lnh vc cng ngh thng tin, in t, in t vin thng ang cng tc ti cc vin nghin cu nh cc trung tm khoa hc t nhin v cng ngh guc gia, vin cng ngh thng tin, c trung tm tin hc ca cc b nh B Ni v, B Quc Phng, B Khoa hc cng ngh v mi trng, B cng an, B Bu chnh vin thng, 1.3. Ch tiu v s lng khi ni ca khch hng S lng khiu ni khch hng l mt trong s cc ch tiu nh gi hiu qu hot ng CRM ti doanh nghip. Nu cng ty c th gii quyt
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ton b cc khu khiu ni ca khch hng th noa cng th hin mc quan tm v hiu qu ca hot ng CRM. Gii quyt cc khiu ni ca khch hngl mt trong nhng bin php duy tr quan h vi khch hng. Kh nng gii quyt khiu ni khch hng cng nhanh chng th s cng c li cho doanh nghip v: iu ny s lm cho doanh nghip gi c khch hng ca mnh v s em li cho khch hng s hi lng v kin ca h c tn trng. Bng 8: S lng khiu ni v mc x l khiu ni ti Cng ty OMNITECH Ch tiu Nm 2003 Nm 2004 Nm 2005 Tng khi lng 3 3 6 khiu ni S khiu ni c 3 3 6 gii quyt (Ngun:Phng kinh doanh) Nhn vo bng s liu trn ta thy tt c cc khu khiu ni ca khchhng u c cng ty x l ton b, nm no dt im nm y, khng ko di mt uy tn vi khch hng. iu ny chng t cng ty lun ch trng n vic duy tr mi quan h vi khch hng. 2. nh gi hot ng CRM ti cng ty OMNITECH 2.1 Nhng yu t nh hng ti hot ng CRM ti cng ty. Mt l : cng tc o to v nhn vin cn c o to , cn thi gian thch ng vi h thng mi nh vy qu trnh ng dnh s tr nn nhanh trng hn . Trn thc t, cc doanh nghip cn tin hnh o to nhn vin ngay khi h quyt nh la chn mt gii php phn mm no , ngha l mt trong nhng khu u tin. Nhn vin nn c o to, lm quen vi h thng ngay t ban u, iu s gip h cm nhn mnh l mt phn ca qu trnh. Chnh v vy cng tc o to chnh l mt yu t nh hng rt ln ti hot ng CRM ti mi cng ty. Hai l: yu t cng ngh doanh nghip phi la chn mt h thng CRM ph hp, thc s hiu qu v c th h tr doanh nghip trong mi giao tip vi khch hng . Cng ngh l mt tr ct trong thnh cng ca
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mt h thng CRM nhng ch l mt mt trong rt nhiu tr ct. Cn rt nhiu yu t khc cng khng km phn quan trng nh hng n thnh cng ny. Ba l: yu t ti chnh :
CRM
ging nh cc loi h thng phn mm
khc lun cn c mt khon chi ph duy tr v nng cp thng xuyn. Lnh o cn phi nm bt c iu ny v phi chp nhn n. Mt cch n gin c th hiu nh sau nu x l s tin doanh nghip b ra c quyn khai thc, s dng mt h thng CRM no th chi ph tng ng duy tr, nng cp h thng ny l 3x. iu cc doanh nghip nn lm l theo di chi ph ca h thng phi c theo di hng thng, hng qu hng nm v 3 nm mt ln. Thng qua nh gi ri ro, tm hiu chi ph ban u cng nh cc loi chi ph sau ny, so snh vi nhng li ch v ti chnh khc, c th nhn thy rng h thng CRM trc tuyn c thi gian ng dng nhanh hn v chi ph ban u cng thp. Bng vic nh gi gia cc mc chi ph, doanh nghip xc nh c loi h thng ph hp vi mnh, sau l doanh nghip cn ng dng mc no, phm vi no. Doanh nghip i khi tht bi do h ch nhn CRM l gnh nng v chi ph. Bn l : i vi hot ng ca tng b phn: Mi b phn thuc doanh nghip t b phn call center (Trung tm gi), marketing, b phn bn hng u c nhng mc tiu v nhng yu cu ring. Cc b phn ny phi lin kt cht ch vi nhau c bit l nhng vn lin quan ti khch hng. ng thi, phi c mt s iu chnh, sp xp hp l, trnh s chng cho hoc khng c b phn no ng ra gii quyt cc vn lin quan ti khch hng. Nguyn nhn cn bn cho s tht bi ca mt h thng CRM chnh l khng c s iu chnh v cc tip xc vi khch hng trong phm vi ni b doanh nghip.
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Nm l : ban lnh o ca doanh nghip : Nu chnh bn thn Ban lnh o khng tin tng vo h thng CRM mi, iu chc chn l nhn vin ca h cng s khng c nim tin vo n. Ban lnh o khng ch c nhim v k vo cc hp ng mua h thng hay phn mm CRM, chi tin, d cc cuc hp hng thng; hn th, chnh h phi nm quyn kim sot v tham gia trc tip vo mi qu trnh ca h thng. y mi l iu thc s quan trng v cn thit. Hy bt u t nhng nh lnh o cp cao nht. Lnh o phi l ngi hiu c gi tr ca h thng, nhn ra nhng vn cn vng mc cn gii quyt; dnh thi gian cng nh cng sc vo gii quyt vn . Nu vy khng nhng vic ng dng CRM s thnh cng m doanh nghip cn c th tit kim phn ln chi ph trong trin khai. 2.2. Nhng thun li v kh khn ca cng ty khi thc hin CRM: Thun li: Cng ty c i ng nhn vin tr c trnh chuyn mn cao c o to qua cc kho bi dng v nghip v cng ngh tin tin ca sn phm do cc nh sn xut thit b hin i hng u th gii trc tip o to ti Vit nam v nc ngoi. Vi kh nng cung cp thit b v cc dch v mng hng u th gii do cc Nh sn xut ln trn th gii cung cp nh:IBM, INTEL, NetWorks, Motorola, Cng ty c s h tr c lc v v cng hiu qu t lc lng nh o cng tc vin, cc chuyn gia hng u ti Vit Nam trong lnh vc cng ngh thng tin v in t vin thng. Kh khn: Cng ty c nhiu i th cnh tranh trong nc v nc ngoi, cng ty phi i mt vi mt s i th cnh tranh nhp hng km cht lng hng sch tay c t nc ngoi nh Trung Quc, Singapore,..vi gi r hn. Hay mt s cc cng ty nc ngoi vi chin lc thu ht th trng
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h cung cp sn phm v dch v c cht lng nhng mc gia li mm hn so vi cng ty. Tim lc ti chnh ca cng ty cn yu gy kh khn trong vic pht trin v m rng th trng ca cng ty ra cc tnh v thnh ph khc khi cng ngh thng tin ngy cng tr nn ph bin ti tt c cc ngi dn trong ton x hi. Hn ch trong vic a thng tin n ngi s dng, cng ty cn nhiu cc knh thng tin qung co a thng tin sn phm v dch v ca mnh n vi ngi s dng. 2.3. Nhng thnh cng v tn ti trong hot ng CRM ti cng ty MNITECH Nhng thnh cng Cng ty duy tr c mi quan h vi khch hng trung thnh v c c mt s lng khch hng mi n vi doanh nghip. C th trong nm 2005 lng hp ng ca cng ty tng ln vi cc hp ng c gi tr ln. y cn cha k n cc sn phm bn l cho cc c nhn, t chc c nhu cu ring l. Trong vic x l khiu ni khch hng cng ty to mi iu kin khch hng c th tip xc d dng v kh nng gii quyt khiu ni ca khch hng nhanh chng vi i ng nhn vin k thut cao Cng ty cung cp cc dch v cho khch hng to mi iu kin thun li cho khch hng trong khu thanh ton vi vic p dng nhiu hnh thc thanh ton khc nhau nh tin mt, sc, th tn dng, .. cho php khch hng tr tin ngay hoc thanh ton chm theo hp ng. T chc i ng cn b thu thp v phn tch thng tin t pha khch hng.
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Nhng tn ti trong hot ng CRM ti cng ty Bn cnh nhng thnh cng th hot ng CRM ti cng ty OMNITECH vn cn mt s tn ti sau: Hn ch trong vic tm kim thu thp thng tin khch hng lng thu thp thng tin cn t, mc cp nhp thng tin cn hn ch. - Trong vic qun l thng tin v lu tr thng tin khch hng cn hn ch: Cha c phn mm qun l v lu tr thng tin khch hng. V vy gy kh khn trong vic qun l v tp trung phn tch thng tin - Hn ch trong vic o to i g nhn vin trong cng tc qun l quan h khch hng v phn a nhn vin c o to cc trng k thut v vy vic tip xc vi khch hng cn yu, cha c nghip v chuyn mn thu thp thng tin khch hng to dng mi quan h tt vi hch hng Bn cnh nhng thnh cng m hot ng CRM mang li cho Cng ty th vn c nhng hn ch lm gim hiu qu hot ng CRM trong vic duy tr, tm kim v thu thp thng tin khch hng. V vy Cng ty phi c s quan tm ng mc gii quyt nhng vn cn yu km.
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Chng III:
MT S KIN NGH V GII PHP NHM NNG CAO HIU QU HOT NG CRM TI CNG TY OMNITECH
I. NNG CAO HIU QU V THU THP THNG TIN KHCH HNG CRM l h thng qun l dch v khch hng, y l mt h thng rt mnh m nhng h thng CRM ch c th hot ng nu doanh nghip thu thp c nhng thng tin d liu khch hng y d v hp l. 1. Mc ch thu thp thng tin khch hng: Vic iu tra v khch hng mang li li ch rt to ln gip cho Cng ty c mt tm nhn chin lc hn v khch hng v v mi quan h khch hng. iu tra v khch hng l c s cng ty lp k hoch v sn xut nhm p ng nhu cu khch hng, k hoch duy tr v m rng h thng khch hngDoanh nghip c th tng doanh thu v li nhun thng qua vic m rng h thng khch hng. Thng hiu ca cng ty s ngy cng c khng nh v tr nn quen thuc vi ngi tiu dung hn. Cng ty c th duy tr dc h thng khch hng c v tm kim c nhng khch hng cho php cng ty c th: Bit c kh nng ca doanh nghip trong cng tc qun l quan h khch hng. V khi c thng tin v khch hng, Cng ty c th bit c khch hng ca mnh c hi long hay khng? mc hi lng ca khch hng n u? Cng ty p ng nhu cu ca khch hng nh th no? Cc dch v m Cng ty cung cp c lm khch hng tho mn khng? t ra nhng bin php ci tin ph hp.
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Cng ty c th tch lu c mt s kinh nhim hot ng c mt s kinh nghim hot ng CRM T nhng thng tin thu thp c t pha khch hng Cng ty c th thay i v p ng nhu cu khch hng mt cch tt hn. T lp k hoch sn xut, k hoch duy tr v m rng mng li khch hng. Tng uy tn ca doanh nghip trn th trng: Cng ty c p ng tt nhu cu v mong mun ca khch hng. Th hnh nh ca cng ty mi tr nn quen thuc vi ngi tiu dung v gii php cho thng hiu ca doanh nghip ngy cng ni ting. 2. Bin Php thc hin Ngoi nhng bin php m cng ty thc hin thu thp thng tin khch hng cng ty c th s dng mt s cc phng php khc nh: S dng cc cuc iu tra ca chnh ph: Hng nm chnh ph thng t chc cc cuc iu tra theo tng vng v dn s, tui tc, thu nhp,thng qua cc bn bo co ca cc cuc iu tra ny doanh nghip c th thu thp thng tin v d liu ca khch hng mt cch d dng khng tn bt k mt khong chi ph no. Tuy nhin, vi hnh thc thu thp thng tin ny cc thng tin thu thp c ch mang tnh cht khi qut khng chi tit. Bo co ring ca cc cng ty. Cc bn bo co dng ny cho chng ta thng tin v khch hng chi tit hn nhng d liu m cuc iu tra m chnh ph thc hin t trnh hc vn, tui tc, ngh nghip, thu thp, v nhiu thng tin khc lin quan ti khch hng t bo m cht lng chm sc khch hng tt nht. T chc cc cuc iu tra khch hng y chnh l hnh htc ph bin v hiu qu nht thu thp d liu v thng tin khch hng. Cng ty c th dng cc hnh thc nh phng vn qua in thoi hay kim tra i vi ngi s ng cc phng php ny
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gip cho doanh nghip c ci nhn tng quan nhng cng rt chi tit rang v khch hngca mnh vi chnh xc cao. 3. iu kin thc hin bin php Phi c s ng lng nht ch ng h ban lnh o. Tt c cc k hoch ra v thu thp thng tin khch hng phi c chp nhn. Nhn vin thu thp thng tin phi c kinh nghim thc t, Nng lc chuyn mn cao, phi nng ng, nhit tnh vi cng vic. Ngoi ra ngi thu thp thng tin phi l ngi kho lo, tinh t, bit cch ng x l mi tnh hung. Phi c mt khon chi ph nht nh hot ng thu thp thng tin khng b gin on cc khon chi ph phi c cp thng xuyn. 4. Hiu qu Doanh nghip s c lng thng tin y v chnh xc.Doanh nghip c th p ng tt c cc nhu cu ca khch hng v lm tho mn h mt cch tt hn.To c mi quan h khch hng t c th tng lng khch hng trung thnh vi doanh nghip. II. O TO I NG NHN VIN CHUYN NGHIP TRONG QUN L QUAN H KHCH HNG 1. Mc ch Con ngi l yu t mang tnh cht quyt nh. Trong vic xy dng h thng CRM, doanh nghip thc s nh hng vo khch hng th ton b cng nhn vin trong t chc tham gia thay i v phi c phn quyn phc v v chm sc khch hng. H cng cn c o to ng dng cng ngh v quy trnh mi ph hp vi mc tiu CRM trong t chc. Cng ty OMNITECH c i ng nhn vin tr nhit tnh vi cng vic v c trnh chuyn mn cao. Tuy nhin, h li cha c o to nh hng vo khch hng cc cn b cng nhn vin ch hon thnh
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tt cng vic c giao. Trong cng ty phn ln l cn b k thut cn thiu cc nhn vin c k nng v kinh nghim trong vic thc hin CRM. Cc nhn vin thc hin hot ng CRM l yu t nng ct c th dn ti thnh cng hoc tht bi trong hot ng qun l quan h khch hng. S thnh cng ph thuc vo trnh , k nng chuyn mn cn b CRM. i vi hot ng CRM th cn phi c mt phng ban ring v cc nhn vin trong phng ban phi c giao nhim v c th v r rng. Vic o to cn b v hnh thnh phng ban qun l quan h khch hng mang li nhng li ch sau:
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Nng cao hiu qu hot ng thu thp thng tin khch hng. Cc cn b c chuyn mn cao v c khinh nghim s gip cho cng ty gim c chi ph v c kinh nghim s gip cho cng ty c chi ph v thi gian nng cao hiu qu trong cng vic.
Cc cn d c th a ra cc tng hay, c o. Cc cn b khng ch hon thnh cc cng vic c giao m h c th a ra cc gii php thch hp cho hot ng phng thc qun l v tm kim khch hng.
- Khi c mt phng ban qun l quan h khch hng th trch nhim s c phn giao c th.
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To li nhun cho vic thu thp qun l thng tin khch hng mi thng tin v khch hng c th c lu tr ring; d dng trong vic tm kin v x l thng tin.
2. Bin Php To v nh hng vo khch hng:

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thay i vn ho doanh nghip nh hng vo khch hng ph hp vi bn cht ca HTQLC l vn thi gian. Chng ta khng th thay i thi quen ca ton b CVN ch trong vi bui hp tuyn truyn ph bin ni dung . Cch tt nht nhn vin nhn thc c tm quan trng ca khch hng v s ng gp
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ca mi c nhn trong t chc i vi mc tiu chung CRM ca ton cng ty l vic huy ng ton b s tham gia ca mi ngi ngay t u khi lp mc tiu, xc nh v thc hin gii php CRM.
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Mi ngi t xc nh cho mnh nhng thay i cn thit trong cch ngh, cch thc hin phc v khch hng mt cch tt nht th bn thn h cng cm thy c khch l v c trch nhim hn, ng thi mi ngi c th gip ngi kia nhn thc li ch ca t chc khi nh hng vo khch hng.
Nhn vin cn thu vic h ang lm hoc s lm c h tr ra sao v vai tr ca cng vic trong n lc chung ca ton cng ty. Do vy lnh o cn quan tm ti ting ni ca chnh nhn vin trong t chc trc khi ngh n vic tho mn khch hng bn ngoi.
Vic pht trin v duy tr vn ho tp chung vo cc mc tiu CRM i hi mi ngi u c thc, thi nh hng vo khch hng. Hay ni cch khc chng ta cn a ra cc tiu ch thnh cng ca hot ng trong doanh nghip. c th to ra nhng bin i thc s trong hnh vi ca mi ngi, t chc cng cn to ta nhng thay i cn thit v mi trng lm vic, cc phong php nh gi hiu qu v cc hnh thc khch l nhn vin trong doanh nghip.
Thnh lp vn phng qun l mi quan h khch hng: Lp k hoch v thi gian , a im, s lng cn b c i o to, bi dng kin thc, nghip v chuyn mn cho cn b thc hin cng tc qun l khch hng. B tr sp xp to iu kin thun li cho cn b cng nhn vin i o to, bi dng. Khi tham gia vo qun l quan h khch hng th h s oc tin hnh o to chuyn mn ngay v hot
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ng ny nn duy tr hng nm, c th l u nm,c th l cui nm hoc c th mt nm 2 ln. + S lng: c th tin hnh o to ton b hoc tng phn theo nhu cu cp thit ca cng vic. Cng ty c th o to tt c cc cn b thuc phng qun l quan h khch hng hoc mi ngi m nhn trch nhim tng th tng c c i o to. + a im : C th tin hnh o to trc tip ti cng ty bng Phng php mi chuyn gia v o to. Vi phng php ny c th tn nhiu chi ph cho mi bui hc nhng cn b cng ty khng phi i li nhiu. Cng ty cng c th c cn b i o to ti cc c s o to nh cc trung tm v chm sc khch hng,.. + Bi dng kin thc v nghip v chuyn mn v: Kh nng nm bt nhanh nhu cu ca khch hng, cc k nng tip xc vi khch hng, cc k nng thu thp thng tin khch hng, k nng thu ht v qun l quan h khch hng, Bn cnh cng tng cng o to, bi dng cc kin thc v kinh t, ti chnh, cc k nng ngoi ng tin hc cho cc cn b lm cng tc CRM nhm nng cao hiu qu ca hot ng nh: Cc thng tin thu thp v kh nng x l, pht trin cc thng tin sao cho hp l nht. 3. iu kin doanh nghip thc s nh hng vo khch hng th trc ht iu i hi s cam kt v quyt tm ca lnh o cp cao nht: Cng ty cn t ra cho minh mt tm nhn, nhim v, mc tiu, chin lc, gi tr, chun mc, hng ti s tho mn khch hng, mong mun v em li nhng li ch dch v tt nht cho khch hng. C gi tr c truyn t ti mi cn b trong t chc. Cn c s trao i thng tin thng xuyn gia gim c v nhn vin: Nhn vin cn bit nhng vic h ang lm l tt hay xu, cn phi pht huy ci tin im no. iu i hi h thng phn hi thng tin
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phi nhanh, r rng, c th, tp trung vo hnh vi thay v tp trung vo nhng c im c nhn. Mt mi trng lm vic hiu qu s mang li s tho mn cho nhn vin, cng chnh l iu kin cho dch v khch hng hon ho. Phng nhn s phi c k hoch o to hoc tuyn dng: Phng nhn s ca cng ty ln k hoch o to hoc tuyn dng cc cn b ca phng qun l mi quan h khch hng sau lm bo co v k hoch ny v trnh ln ban gim c xem xt v ph duyt. Ban lnh o cng ty chp nhn v ph duyt d n: Mi k hoch tuyn dng v o to phi c ban lnh o chp nhn th k hoch mi c thc hin. Khi c s ng lng ng h ca lnh o cng ty th cn b cng nhn vim s c khch l ng vin, hng say lm tt nhim v ca mnh. Phng ti chnh lp qu o to cn b mt cch thng xuyn lin tc: Qu o to ny c th c trch mt phn t li nhun ca cng ty v nn trch 2% li nhun cho hot ng ny hng nm. Khi qu ny c thnh lp mt cch thng xuyn lin tc. C chnh sch khuyn khch ngi lao ng lm vic t ch sang to: Cc chnh sch ay c th l hnh thc thng thc i vi cc cn b, nu thc hin tt cng vic ng gp nhiu cho hot ng CRM th c th thng bng tin hoc bng hin vt, nhng thng thng nn thng bng tin th mang li hiu qu hn trong qun l quan h khch hng v hiu qu trong qun l quan h khch hng ph thuc vo nhng n lc v chin lc u t ca doanh nghip vo vic tuyn chn nhn vin ph hp, pht trin nhn vin, to mi trng lm vic nhm, khuyn khch cc tng sng to, cc kin ngh ci tin cng nh s trao i v s phi hp ng b trong vic trin khai yu cu ca khch hng sn xut v dch v khch hng.
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4. Hiu qu Con ngi l mt yu t v cng quan trng quyt nh n cht lng ca cng vic. Cho d my mc c hin i n u nhng nu khng c nhng ngi lao ng nng ng v linh hot iu khin nhng chic my th n cng ch l cc st vn m thi. Bin php hnh thnh qun l mi quan h khch hng v o to cc cn b CRM mang li nhng hiu qu to ln: + Chc nng nhim v c phn nh r rang: Hnh thnh v o to cc cn b CRM s gip cho vic giao nhim v c phn nh r rng. Cc cn b CRM cng bit c cng vic hng ngy ca mnh l g. T h c th chuyn tm vo vic thc hin cng vic v s c gng hon thnh tt cng vic c giao. + Lm cho qu trnh qun l quan h khch hng c din ra lin tc v khng b gin on, thng tin th nhanh chng kp thi: Vic hnh thnh phng CRM nn thng tin dc cp nhp thng xuyn kp thi p ng nhu cu sn xut. + o to cn b CRM s cng c, nng cao kin thc, kh nng v kinh nghim lm vic: Khi cc cn b c kinh nghim tt v chuyn mn gii th kh nng lm vic cng nhanh chng khng b tr tr v chi ph cng gim : c chi ph v thi gian v chi ph i li, + o to ngun nhn lc gip cho doanh nghip nng cao kh nng cnh tranh i vi i th cnh tranh. Khi c nhng ngi lao ng c trnh chuyn mn th doanh nghip c th nng cao c hiu qu sn xut, cc cn b s ng gp nhng sang kin hay gip doanh nghip pht trin v i ln, chnh l c s gip cho doanh nghip nng cao kh nng cnh tranh i vi cc i th cnh tranh trn th trng. + To thm uy tn cho cng ty trn th trng: Cng ty c nhng chnh sch o to tt v hiu qu l c s thu ht ngun nhn ti n vi cng ty v l iu kin gi nhng cn b gii trung thnh vi doanh
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nghip. Nh vy, cng ty to dng cho mt uy tn tt trn th trng lao ng v tiu dung. + Lm gim chi ph cho cng ty: Do cc cn b c kh nng s l cng vic tt hn trnh xy ra sai st lp li. III. P DNG PHN MM QUN L QUAN H KHCH HNG 1. Mc ch Mt trong nhng cng c qun l quan h khch hng l phn mm CRM c cc hng phn mm Vit Nam cng nh nc ngoa gii thiu vo th trng Vit Nam hin nay. Mt cch tng quan CRM l h thng nhm pht hin cc i trng tim nng, bin h thnh khch hngv sau gi h thnh cc khch hng trung thnh ca cng ty. Ni nh vy th CRM s l mt tng hp ca nhiu k thut t Marketing n qun l thng tin hai chiu vi khch hng, cng nh rt nhiu cng c phn tch v hnh vi mua sm ca tng khch hng. CRM l s pht trin theo ca h thng T ng ho bn hng ( Sales Force Automation- SFA). Mc ch ca SFA l cung cp cho lc luong bn hng nhng thng tin v khch hng thu thp tcc b phn khc. CRM tip thu cc thnh cng ca SFA v m rng khi nim ra rng hn so vi SFA. V mt l tng CRM bao gm mt b cng c v tin hc cng nh qun l. Ht nhn ca CRM s l mt CSDL tng hp v khch hng thu thp t cc b phn ca cng ty. Hng lot cc cng c phn tch da trn k thut khai thc d liu s hot ng trn c s d liu ny v a ra bo co cho cc i tng khc nhau. 2. Bin php - Bc 1: Cng ty xy dng thnh cng phn mm ny th cn chn nh t vn. Cng ty c th thu cc t vn ti trung tm nng
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sut cht lng hoc cc t vn ni ting, hng u v vn CRM ti singapore, Malaysaia, Nht Bn. - Bc 2: Sau khi la chn nh t vn hng dn th cng ty cn chun b ton b ti liu lin quan n khch hng. Tt c cc ti liu c tp hp li g my, lu trn tp CSDL tp trung. - Bc 3: p dng cu trc CRM cho cng ty: Da vo tnh hnh thc t Cng ty c th p dng phn mm cho cng ty mnh nh sau: S 5 : Cu trc CRM ca cng ty
Phn tch Web & email
C
Trung tm tr li KH Khch hng Chi nhnh
Trun g tm x l iu hnh
s d liu thng tin
i tc
Maketing
* Tip th: + Qun tr chin lc tip th: cc cng c gip lp k hoch, thc hin k hoch v nh gi hiu qu cc chin lc qung co. Cng c ny cn gip phn khc th trng, chn cc mu i tng, lp k hoch a bc v a knh v thng tin qung b theo vt cc thng tin phn hi v phn tch kt qu thu c. + E marketing: l nhng ng dng to cng c tip th trc tuyn thit yu trong cc hot ng thng mi in t, tip th s ha trc tip
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v giao tip khc trn Web. Cng c ny c th gm cc phn h thc hin vic qung co trn Internet, thc hin cc chin dch pht phiu gim gi v nhng vic tng t. + Cc cng c t ng ha tip th khc: cc cng c gip lp k hoch tip th nghin cu tip th, qung b thng hiu, gip lm vic theo nhm v qun l cc ti sn lin quan n tip th. * Bn hng: + T ng ha lc lng bn hng: cung cp cho nhn vin bn hng cc thng tin lin quan n khch hng v cc cng c h tr bn hng v tng hiu qu s dng thi gian ca nhn vin bn hng. Cng c ny c th gm cc phn h qun tr lin quan n i tng tim nng, phn h to ra cc bn cho hng, phn h thc hin vic bn hng theo vt hnh vi ca khch hng. + Trung tm tr li khch hng: cung cp cc phn h qun l vic h tr cc khch hng hin c cng nh cung cp thng tin sn phm/ dch v cho khch hng tim nng. Cng c ny thng gn lin vi h thng mng in thoi v cc h thng trao i a nng. Cng c cng c th gm phn h o to trc tuyn cho i ng bn hng, phn h to cc bn trnh din trn power poit hoc t sinh ra cc th cho hng. + Qun tr dy truyn cung cp: cc cng c gip m rng dy truyn cung cp n tn khch hng bao gm cc phn h qun l v thng tin sn phm, to cc catalog trc tuyn. + Qun tr quan h vi cc i l: bao gm cc phn h qun tr mng li i tc, qun l vic phn chia th trng cho i l, qun l hoa hng cho i l v d on doanh s. * Dch v khch hng: + Qun tr dch v h tr: Cc cng c ny s c a vo cc trung tm tr li hoc cc trung tm h tr qua Internet. Cng c ny c th
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gm cc phn h: Qun tr trao i vi khch hng, tr gip lin lc a knh web-email, theo vt cuc gi, cho php khch hng t phc v. + ng dy nng: cc phng tin v phn mm cho php khch hng c th gi trc tip n b phn dch v 24/7 ( 24h mi ngy, 7 ngy mt tun). Cng c ny cng bao gm tin ch tr li t ng gip khch hng t tm cu tr li cho mt s cu hi thng gp lin quan n sn phm dch v h ang s dng. + Qun tr cc dch v ti ch: Cc cng c cho php qun l cc tr gip ti hin trng nh qun l v hu cn, xp hng, cc yu cu t khch hng, qun l kho vt t 3. iu kin * Ngun nhn lc: - C s chp nhn ca ban lnh o cp cao: Trc khi p dng phn mm ny th bao lnh o cp cao thnh lp k hoch v chng trnh, lp chng trnh giao dch vi khch hng th lnh o ca b phn chin lc kinh doanh phi vch ra tt c cc im giao dch khch hng ca mnh xc nh cch thc khch hng s dng sn phm ca Cng ty, bao gm cc i tng s dng trc tip cng nh gin tip. - CBCNV trong t chc c s hiu bit ton din v su rng v h thng CRM: Mi ngi trong t chc c bit l b phn thng tin c s hiu bit ton din v chin lc kinh doanh v nhu cu ca khch hng. Cng ty nn thnh lp mt i ng lin chc nng gm cc cn b qun l v kinh doanh v thng tin xc nh r v cc i tng khch hng. Cng ty phi lu tr ton b cc thng tin lin quan n khch hng t nhng yu cu hay nhng n t hng - Cng ty cn c mt i ng Cng ngh thng tin c s hiu bit ton din nhng s tng tc gia khch hng vi cng ty, h c th ng mt vai tr quan trng trong vic thit lp v thc hin cc chin
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lc kinh doanh. Cng ty cng c th xc nh c nhu cu c th ca tng i tng khch hng t nh hng nhng gii php cng ngh tt nht nhm p ng nhu cu . - Cn to ra vn ha nh hng vo khch hng: Cn phi to ra s thay i trong vn ha doanh nghip. Lnh o cn cam kt xem xt cc h thng ca mnh t gc khch hng, phi cc cn b hiu c nhng gi tr ca h thng CRM. * Ngun ti chnh: c th xy dng v p dng thnh cng cu trc CRM th Cng ty phi c mt ngun lc ti chnh mnh c th trin khai thc hin. Ngun ti chnh do phng ti chnh ln k hoch cung cp v c ph duyt ca ban lnh o. Ngun ti chnh dnh cho hot ng ny c th trch t li nhun hng nm v t cc qu dnh ring cho cc k hoch ca Cng ty. * Cc k hoch: Cng ty cn c nhng k hoch c th nh: - K hoch nh hng vo khch hng: Cn d dng thc hin i vi khch hng ch khng phi cho Cng ty. - K hoch tng bc trong chng trnh CRM v xc inh nhng nh hng ti khch hng. - K hoch b tr sp xp cng vic v nhp d liu v nhng thi gian hp l trnh nh hng n cng vic. 4. Hiu qu Qua vic ti u ha cc chu trnh v cung cp cho cc nhn vin bn hng v dch v khch hng cc thng tin y lin quan n khch hng, CRM cho php cc cng ty thit lp cc quan h c li hn vi khch hng trong khi vn gim c chi ph hot ng. C th nh sau: - B phn bn hng c th rt ngn chu k bn hng: B phn bn hng nh cu trc CRM c th rt ngn chu k bn hng v nng cao cc
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nh mc quan trng nh doanh thu trung bnh theo nhn vin, gi tr trung bnh n hng v doanh thu trung bnh theo khch hng. - B phn tip th c th nng cao t s phn hi ca cc chin dch: B phn tip th khng ch nng cao c t s phn hi ca khch hng m ng thi gim chi ph lin quan n vic tm ra i tng tim nng v bin h thnh khch hng. - B phn chm sc khch hng c th nng cao nng sut phc v khch hng: Khng ch ton b cc nhn vin m b phn bn hng cn nng cao nng sut phc v ca tng nhn vin, nng cao h s tha mn ng thi gim thi gian phn hi v thi gian gii quyt khiu ni ca khch hng. S thnh cng ca h thng CRM th hin d dng khi khch hng trao i thng tin vi cng ty theo bt c cc no khch hng thch, vo bt c lc no thng qua bt c knh lin lc no, bt c ngn ng noD rng cc yu cu t khch hng c th phi i qua nhng knh ni b phc tp n vi ng b phn ph trch v sn phm/dch v, nhng thng qua h thng CRM khch hng c cm gic ang giao tip vi mt thc t duy nht v nhn c s chm sc mang tnh c nhn. - Nh c phn mm ny th thng tin s c tp trung khng phn tn: Mi d liu, thng tin thu thp c khng b ri rc trn giy t na m c lu tp trung vo mt c s d liu theo mt cu trc nh sn trn my ch. My ch ny c ni vi cc my con khc thng qua mt h thng mng ni b. Cc my con khi mun truy xut d liu s gi yu cu n my ch. My ch sau khi x l yu cu s chuyn tr li kt qu. Vi c s d liu tp trung nh vy mang li nhiu li ch nh: + D liu c truy cp mt cch c h thng: Vic d liu c lu tp trung s gip cho qu trnh truy xut d liu mang tnh nh hng cao. V d ngoi vic xem thng tin c nhn ca mt khch hng, bn mun xem thm khch hng mua nhng sn phm no ca doanh nghip. Qua vi phm bm trn mn hnh, phn mm s cho bn bit danh sch nhng sn phm khch hng mua va qua v cho bit lun c doanh s
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tng ng i vi tng mt hng. T bn c th bit c sn phm no c khch hng mua vi s lng ln nht hay sn phm no t doanh thu cao nht. Nu thc hin cc thao tc tng ng trong iu kin d liu b lu tr phn tn s mt rt nhiu thi gian lc tm ti liu, h s. + D liu lun sn sng truy cp 24/24: y l mt c im ni tri ca h CSDL tp trung so vi CSDL n thun lu tr trn giy t. Chng no my ch cn hot ng th mi nhn vin u c th truy cp d liu bt c khi no cn thit. Trong h thng c s d liu phn tn, vic truy cp d liu thnh cng ti mi thi im l rt kh thc hin v nhiu khi l khng th. + To cho mi nhn vin mt ci nhn thng nht v khch hng: CSDL tp trung to iu kin ti a cho mi thnh vin mt ci nhn tng qut v tng khch hng. Mi thng tin v khch hng u c mi ngi hiu nh nhau. Ch khi c c mt ci nhn thng nht, cc b phn trong t chc mi c th phi hp vi nhau mt cch hiu qu trong tng giao dch nhm tha mn khch hng mc cao nht c th. + Tc truy cp v tm kim d liu nhanh chng: D liu c tp hp li thnh mt c s duy nht nn bn khng cn phi chy i chy li gia cc phng ban c oc d liu mnh cn na. Tc my tnh cho php x l trong giy lt. Tnh nng phn mm nh hng cho ngi s dng cch thc tm kim thng tin nhanh chng. Vic tm kim d liu trong h d liu phn tn l mt cng vic nhm chn v rt mt thi gian. Bn cn bit d liu nm b phn no, ai trong b phn qun l d liu, ngi c ang trong cng ty hay khng, d lieu cn tm c sn hay khng. i vi h CSDL tp trung lu trn my tnh, cng c h tr gip bn tm cc thng tin theo tng ch s hay tp hp theo cc ch tiu rt d dng. + Qun l d liu l mt cch khoa hc: D liu lu tr phn tn s d dng dn n hai vn . Th nht: C th mi phng ban cng lu tr d liu v mt khch hng. Vn s pht sinh khi ni dung cc vn ny khng ging nhau. Th hai: d liu khi c chua s cho cc phng
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ban khc th khng th c cp nhp mt cch t ng dn n tnh trng d liu li thi khng c gi tr na nhng vn mang ra s dng. + Tit kim chi ph v thi gian : S dng CSDL tp trung cng c ngha l bn ang tit kim thi gian v chi ph cho doanh nghip minh. Thi gian th r nh ac phn tch trn: khng cn thi gian lin h vi cc phng ban khc tm kim, thi gian tm kin c rt xung ng k v vic tm kim l ch ng, c lp. Khon chi ph tit kim c ay c th hiu c l chi ph giao dch d liu ni b trong doanh nghip v c th nhn thy c. Vic chia s v cp nhp d lieu trn h thng bn cng i hi chi ph in n v phn phi ti i tng quan tm. Nu u mc cp nhp nhiu v i tng quan tm ln th khon chi ph m khng phi doanh nghip no cng trang tri c. l cha k n chi ph xy dng CSDL, chi ph mua phn mm, chi ph o to s dng h thng cng i hi nhiu cng sc v tin ca. Tuy nhin chng ta cn xc nh y l khon u t mang tnh chin lc lu di mang li li ch v hiu qu lu di, bn vng nn mt s u t nh vy ry ng c cn nhc. + Trch nhim thu thp v cp nhp thng tin d liu c phn nh r rng: Trong h d liu phn tn phn vic ny ch mang tnh pht sinh v ch phc v cho nhu cu ca ngi lin quan. iu ny dn n vic d liu khng thu thp y v vic cp nhp l manh mn. H CSDL tp trung c sn mt cu trc v c chia s theo tng m- un khch hng, m-un hp ng, Cc m-un ny c lin kt logic vi nhau.
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KT LUN
Khng th ph nhn rng thnh cng ca mt doanh nghip ph thuc rt nhiu vo mi quan h ca doanh nghip vi khch hng. Khi cnh tranh trn th trng din ra ngy cng gay gt, vic thu ht v gi chn khch hng l rt kh khn, th qun tr quan h khch hng l vic rt quan trng m doanh nghip cn lm c c khch hng trung thnh. Ngy nay, rt ng cc ch doanh nghip ang s dng gii php CRM (Qun tr quan h khch hng) vi mc ch phn tch thi quen, nhu cu ca khch hng trn c s d liu sn c, qun l cc chin dch tip th v nng cao hiu qu kinh doanh. Qun tr quan h khch hng l mt phng php gip cc doanh nghip tip cn v giao tip vi khch hng mt cch c h thng v hiu qu, qun l cc thng tin ca khch hng nh thng tin v ti khon, nhu cu, lin lc nhm phc v khch hng tt hn. Doanh nghip c th t c doanh s bn hng ngy cng cao, ng thi em li s hi lng cho khch hng l do p dng h thng CRM hiu qu v phn tch d liu mt cch chnh xc. Doanh nghip mun trin khai h thng CRM cn pht trin mt chin lc kinh doanh hp l, t ra ch tiu r rng v c th bt u bng vic p dng phn mm t ng ho cc yu t bn hng. Mt h thng CRM n gin l s p dng phn mm nhm theo di cc d liu ca khch hng. Tuy nhin, mt h thng phc tp hn li i hi s kt hp cc yu t: thng tin, nhn lc, chnh sch v cc n lc ca cng ty nhm thu ht cng nh gn gi khch hng Chnh v vy em chn ti: Qun l quan h khch hng (CRM) ti cng ty OMNITECH . hon thnh ti ny em xin chn thnh cm n s hng dn tn tnh ca gio vin hng dn: Th.s V Anh Trng trong qu trnh thc hin ti . Do kh nng hiu bit cn hn hp nn bi vit cn nhiu sai st rt mong s ng gp ca thy, c gio v cc bn. Em xin chn thnh cm n!
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DANH MC TI LIU THAM KHO

- Gio trnh Qun tr Cht lng trong T chc - L thuyt Marketting cn bn
-
Trang web: CRMVietNam.com mi OMNITECH
- Bo co Tnh hnh kinh doanh ca Cng ty C phn Thng - Gio trnh Qun tr Doanh nghip
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MC LC Li m u...................................................................................................1 Chng I:.....................................................................................................3 NHNG NT S LC V CNG TY C PHN CNG NGH TON NNG OMNITECH.......................................................................3
I. TNG QUAN V CNG TY OMNITECH.............................................................3
1. Qu trnh thnh lp v pht trin:..............................................................3 2. Lnh vc hot ng kinh doanh:...............................................................4 3. C cu t chc ca Cng ty OMNITECH:...............................................6
II. C IM KINH T K THUT CA CNG TY OMNITECH......................9
1. c im v lao ng:..............................................................................9 2. c im v th trng:..........................................................................10 3. c im v c s vt cht:....................................................................15 4. c im v ngun vn v tim lc ti chnh.........................................15

III. HOT NG CA CNG TY TRONG NHNG NM GN Y...............16
1. Mi trng kinh doanh ti Vit Nam v lnh vc Cng ngh Thng tin: .....................................................................................................................16 2. Hot ng ca Cng ty OMNITECH trong 3 nm qua:.........................17 c th ni vn v ti chnh lun c xem l mt vn quan trng trong cng ty v thng qua cc bn bo co v ti chnh ngi ta c th nh gi c cng ty ny ang hot ng nh th no. sau y em xin cung cp mt s thng tin v ti chnh m em thu thp c trong cng ty..................................................................................................................17 (ngun: phng kinh doanh).........................................................................18 b. doanh thu hng nm:...............................................................................18 doanh thu th hin cho chng ta bit tnh hnh kinh doanh ca cng ty trong nm nh th no, cng ty c hot ng tt hay khng. sau y l bn bo co doanh thu ca cng ty trong cc nm t 2003 2004 v trong y cn biu hin s doanh thu trung bnh qua c 3 nm..................................18 bng 4: s liu v doanh thu qua cc nm 2003 - 2004..............................18
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Chng II:.................................................................................................21 THC TRNG HOT NG V QUN L QUAN H KHCH HNG TI CNG TY OMNITECH.....................................................21
I. MT S VN L LUN V QUAN H KHCH HNG...........................21
1. Vai tr ca CRM i vi hot ng sn xut kinh doanh ca Doanh nghip..........................................................................................................21 2. Mc ch v nguyn tc thc hin..........................................................23 3.Cc hnh thc thu thp thng tin khch hng...........................................28 4. M hnh qun l quan h khch hng.....................................................29
II. TNH HNH HOT NG QUN L QUAN H KHCH HNG CA CNG TY OMNITECH.........................................................................................................31
1. Cn c thc hin hot ng qun l quan h khch hng ti cng ty OMNITECH................................................................................................31 2. Thc trng CRM ti cng ty OMNITECH.............................................33 3. Khiu ni ca khch hng v cch x l.................................................38
III. NH GI HIU QU HOT NG CRM....................................................42
1. Cc tiu ch nh gi...............................................................................42 2. nh gi hot ng CRM ti cng ty OMNITECH...............................44 Chng III:................................................................................................49 MT S KIN NGH V GII PHP NHM NNG CAO HIU QU HOT NG CRM TI CNG TY OMNITECH....................49
I. NNG CAO HIU QU V THU THP THNG TIN KHCH HNG...........49
1. Mc ch thu thp thng tin khch hng:................................................49 2. Bin Php thc hin................................................................................50 3. iu kin thc hin bin php................................................................51 4. Hiu qu..................................................................................................51
II. O TO I NG NHN VIN CHUYN NGHIP TRONG QUN L QUAN H KHCH HNG.......................................................................................51
1. Mc ch.................................................................................................51 2. Bin Php................................................................................................52

3. iu kin................................................................................................................54
4. Hiu qu .................................................................................................56
III. P DNG PHN MM QUN L QUAN H KHCH HNG.....................57 Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD
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1. Mc ch.................................................................................................57 2. Bin php................................................................................................57 3. iu kin.................................................................................................60 4. Hiu qu .................................................................................................61 KT LUN................................................................................................65 DANH MC TI LIU THAM KHO.................................................66

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Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Chng I: NHNG NT S LC V CNG TY C PHN CNG NGH TON NNG OMNITECH

kim- h ni - in thoi: (84.4) 933.2950 - fax: (84.4) 933.2951

- email: omnitech@hcm.vnn.vn a ch ng k kinh doanh: s 12c inh cng trng,

2. Lnh vc hot ng kinh doanh:

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

s 1: t chc ca cng ty omnitech

chc nng nhim v ca cc phng ban:

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

phng ti chnh, k ton: t chc hch ton ti chnh v hot

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

2.2. Th trng tiu th:

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Nm 2003 8.342 8.013 2.937

Nm 2004 8.714 7.667 4.074

Nm 2005 12.841 11.547 6.416

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

236.785.520,00 310.123.560,00 (ngun: phng kinh doanh)

6.615.268.357,00 8.868.998.655,00 10.500.899.720,00 vn

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Tng doanh 4,13 nm 2005 tng ln gnthu t t mc tng trng l 32,14%. y l

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

S 2: M hnh qun l quan h khch hng

Phn tch d liu

La chn khch hng

nh hng vo khch hng

Thit lp quan h khch hng

Bc 4. nh hng ti khch hng Dng cc phng php tip cn: - Marketing t xa

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

S 3: Quy trnh tip nhn v x l thng tin

Tip nhn thng tin

S ghi nhn thng tin

Thc hin x l cng vic

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Lin hip khoa hc sn xut cng ngh phn mm_ CSE.

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Bng 6: Danh snh s lng khiu ni ti cng ty OMNITECH

- My Com PAQ - Dch v bo tr thit b mng my tnh

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

S 4 : X l khiu ni khch hng Khch hng

Phng ban khc

Phng K thut ( Log Book)

Trng phng k thut ( Phn Cng)

Kim tra xc nh thi gian v chi ph

Li khng khc phc c

Phng kinh doanh

Phng K thut ( Repair Services)

Phng K Thut (Test)

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

ging nh cc loi h thng phn mm

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD

Sinh vin: Ha Thanh Sn Lp: QTCL 45 H. KTQD