Qun tr quan h khch hng

I HC NNG TRNG I HC KINH T

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BI TP NHM QUN TR QUAN H KHCH HNG

ti: C s d liu khch hng v s dng IT trong phn tch, qun l d liuTrong ngn hng Sacombank

Gio vin hng dn: Sinh vin thc hin : Lp :

GV Trng Th Vn Anh Nhm 10 QTQHK_01 THNH VIN NHM: 1. Ng Th Kim Chi Lp 35k08.1

2. ng Th Cc Phng Lp 35k08.1 3. Nguyn Th Ti 4. Trn Th Thu Tho Lp 35k08.1 Lp 35k08.1

1. S lc v Ngn hng TMCP Si Gn Thng Tn:

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Ngn hng TMCP Si Gn Thng Tn, tn giao dch l Sacombank, nm trong h thng cc Ngn hng Thng mi Vit Nam, chu s kim tra v gim st ca Ngn hng Nh Nc Vit Nam. Sacombank l mt trong nhng ngn hng rt thnh cng trong lnh vc ti tr cc doanh nghip va v nh v ch trng n dng sn phm dch v phc v khch hng c nhn. Cc sn phm dch v ca Sacombank: Cc sn phm dch v ca Sacombank khng ngng c ci tin v m rng: Huy ng tin gi: Sacombank cung cp nhiu loi hnh tin gi vi cc k hn huy ng khc nhau: - Tin gi tit kim c k hn (VND, USD, EURO) - Tin gi thanh ton c nhn v doanh nghip - Tit kim tch ly - Tit kim tch ly bc thang Cho vay: - Cho vay sn xut kinh doanh i vi cc khch hng l c nhn v doanh nghip - Cho vay tiu dng - Cho vay bt ng sn - Cho vay i lm vic nc ngoi - Cho vay cm c s tit kim - Cho vay tiu thng - Cho vay du hc - Cho vay thu chi
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Thi hn cho vay ph hp vi mc ch v kh nng tr n ca khch hng, phng thc cho vay linh hot Dch v chuyn tin trong v ngoi nc Thanh ton quc t: Sacombank phc v khch hng c nhu cu thanh ton quc t bng nhiu phng thc: chuyn tin bng in, nh thu, tn dng chng t. Th Sacombank: - Th thanh ton Sacombank - Th tn dng Sacombank - Mi y Sacombank cn pht hnh th VISA ca Ngn hng. Cc dch v khc: - Nghip v bo lnh ngn hng; - Dch v ngn qu; - T vn u t; - Nhn y thc u t v qun l ti sn; Vi nh hng chin lc l pht trin Sacombank thnh mt Ngn hng bn l ln nht Vit Nam, th trng mc tiu m Ngn hng ang tp trung nghin cu pht trin v khai thc bng cc sn phm dch v ca Ngn hng l: cc doanh nghip va v nh ngoi quc doanh, cc c nhn, h gia nh ti cc trung tm kinh t tp trung ng doanh nghip v dn c trn c nc. Chnh v vy khi lng giao dch ti Ngn hng rt ln v ngnh ngh ht sc a dng. Ngn hng Si Gn Thng Tn c h thng chi nhnh rng khp trn ton quc chnh v vy mi hot ng cn phi c qun l cht ch v
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thng nht. Trong quan trng nht l phi qun l c lng khch hng giao dch hng ngy, phi ch ng trong vic a ra cc quyt sch i ngoi ng thi kp thi nm bt tnh hnh v phn hi thng tin tch cc n khch hng, gip gii quyt cc s c xy ra trong qa trnh trao i mua bn vi khch hng. Mun lm c iu ny th cn phi c mt h thng c s d liu ca khch hng. 2. C s d liu khch hng. C s d liu l ni lu tr d liu cho php tham kho nhng s liu cn tm mt cch mt cch nhanh chng, cho php rt ra nhng tp hp con t nhng s liu thng c lu tr trong my tnh thng khng cha thng tin. V c s d liu ny phi m bo cung cp y thng tin ca khch hng bao gm: -H s c nhn khch hng: bao gm tn, a ch, ngh nghip v n v cng tc nu c nhn, ngnh kinh doanh nu l t chc, s thch, ngy thnh lp cng ty -Tnh trng khiu ni v gii quyt khiu ni ca khch hng. -Ti khon im ng gp ca khch hng: s d ti khon ca khch hng, s ln giao dch vi ngn hng, quan h khch hng vi ngn hng. Theo mc ch o lng c gi tr m khch hng em li cho doanh nghip t c chin lc tng tc vi tng khch hng mt cch hiu qa nht. i vi mt ngn hng th c s d liu gm gm 2 mc ch l:

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- C s d liu phn tch y thng l phn thu gn ca c s d liu tc nghip. N thng ch bao gm cc thng tin c bn ca khch hng nh: tn khch hng, a ch, ngh nghip v n v cng tc nu c nhn, ngnh kinh doanh nu l t chc, ngy giao dch, m s giao dch Nhm cung cp thng tin doanh nghip thc hin tt giao dch vi khch hng trn c s nhn din v phn bit khch hng. - C s d liu tc nghip bao gm c phn c s d liu phn tch v nhiu phn khc: nh gi ca khch hng i vi cc dch v ca ngn hng, s thch ca khch hng. Da vo ti liu lu tr trong qu kh ca Ngn hng, xc nh s lng v phn chia khch hng ra thnh nhiu nhm c gi tr cao nht n nh nht da vo s tin gi ti ngn hng. Cung cp thng tin cho ngn hng c th tng tc v c bit theo tng khch hng. a. Xy dng c s d liu khch hng Cc bc xy dng c s d liu: Xy dng chc nng c s d liu

Xc nh yu cu thng tin

Nhn din ngun thng tin

La chn cng ngh c s d liu

Xem xt t s dng hay mua ng dng truy cp v x l thng tin

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Thit lp c s d liu

Duy tr c s d liu Xy dng chc nng c s d liu v yu cu thng tin: i vi lnh vc ngn hng,qun tr c s d liu khch hng bt u c s dng rng ri nhm nng cao cht lng dch v v tng kh nng cnh tranh ca mi ngn hng. Mt trong nhng im mnh mang li l bo m s tng tc gia ngn hng v khch hng, cho php khch hng c th theo di trng thi ca cc giao dch chuyn tin, thanh ton ho n...theo thi gian thc, qua ngn hng c th tip nhn phn hi ca khch hng mt cch nhanh chng v cht lng dch v. Ngoi ra, h thng cn gip ngn hng to dng mt c s d liu v khch hng nhm h tr cc qu trnh hoch nh chnh sch marketing, chng trnh xy dng v duy tr hiu qu mi quan h vi khch hng Tt c cc d liu, c s d liu ca giao dch ngn hng in t u c lu tr, trong cn lu i vi vic m hoc ng ti khon ca khch hng; giao dch c lin quan n kt qu ti chnh; s thay i v thm quyn truy cp, phm vi truy cp v gii hn c php giao dch ca tng c nhn trong t chc tn dng v khch hng. Ngn hng mun thit lp c c s d liu khch th cn phi xc nh nhng thng tin lin quan n cc c im nhn dng khch hng hay l d liu lin lc nh: tn, s in thoi. a ch, ngi chiu trch nhim nhn lin lc nu l doanh nghip s ti khon ti Ngn hng cn
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nhng d liu v lch s giao dch ca khch hng: s ln giao dch vi ngn hng, loi dch v s dng c th c thm phn nh gi ca khch hngThu thp v lin kt: Sp xp thu thp nhng thng tin lin quan c im nhn dng khch hng. Mt khi nhn dng mt khch hng c n nh, n phi c lin kt n tt c giao dch v tng tc vi khch hng , ti tt c cc im tip xc, bn trong cc n v hot ng nghip v khc nhau v tt c cc chi nhnh ca Ngn hng Nhn din ngun thng tin Cc thng tin trn c ly trc tip t cc giao dich ca khch hng, cc nhn vin phng dch v khch hng s nhn d liu th v khch hng khi c khch hng n giao dch thng qua cc phiu gi tin, phiu thu, phiu chiCc nhn vin s cp nhp cc thng tin ny vo h s khch hng trong my tnh. ng thi cc nhn vin cng s cp nhp thng xuyn cc loi hnh dch v ca ngn hng vi y cc thng tin nh: loi hnh dch v, i tng c s dng dch v, hnh thc ng k s dng dch vNgoi ra nhn vin c th ghi li cc nh gi ca khch hng i vi cc dch v ca ngn hng. Ngoi ra cn c cc hnh thc thu thp thng tin khch hng, ngoi hnh thc ch yu l cc d liu v khch hng giao dch vi ngn hng, cn c thm mt s hnh thc thu thp thng tin khch nh E-mail, Fax, Internet, thng qua trang Web, in thoi trc tip, th ... nhm thu ht nhiu thng tin v khch hng t nhiu ngun khch nhau. Tuy nhin i vi ngn hng sacombank cc hnh thc thu thp ny cha tht s c vn dng mt cch hiu qu nht.
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La chn cng ngh c s d liu v Xem xt t s dng hay mua ng dng truy cp v x l thng tin S dng c s d liu khch hng c m t nh mt s kt hp gia phn cng, Internet, phn mm ng dng v cc cam kt ca lnh o p ng yu cu qun l quan h khch hng.Ngn hng c th c nhiu hnh thc khc nhau nh e-CRM hot ng hoc e-CRM phn tch. Nu nh e-CRM hot ng ng mt vai tr quan trng i vi hiu qu kinh doanh ca doanh nghip bng cch to ra s tng tc gia khch hng v doanh nghip da trn nn tng ca cng ngh nh Internet, th in t, in thoi, faxh thng phn tch li gip doanh nghip nhn bit cc khch hng tim nng thng qua vic phn tch c s d liu khch hng to ra cc c hi kinh doanh mi. Nn tng cng ngh ng mt vai tr quan trng. Cng nh cc phn mm ng dng khc, h thng cn c hiu nh l mt cng c cung cp cho doanh nghip cc d liu thng k, phn tch v khch hng. Trn thc t, l mt h thng xuyn sut, c mt trong hu ht qu trnh kinh doanh ca ngn hng. N c th mang li nhiu hnh thi kinh doanh khc nhau ty thuc vo mc ch v kh nng ca n v s dng. Do vy, vi xu hng s ha v thng tin, cng s cnh tranh gay gt ca thng trng th vic la chn mt gii php c nn tng cng ngh tt lun c t ln hng u l iu hon ton d hiu. Mc tiu ca ngn hng l ci thin dch v khch hng, pht trin v duy tr nhng mi quan h khch hng c gi tr. Da trn nhng thng tin c c v khch hng c th a ra nhng chin lc marketing, bn hng v chm sc khch hng ph hp vi tng i tng. Ngy nay,
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trong lnh vc dch v ngn hng, nhiu ngn hng trin khai nhng gii php qun tr khch hng tn tin, gp phn nng cao nng lc cnh tranh ca ngn hng. c xy dng da trn nn tng cng ngh Web v Internet, h thng cho php qu trnh giao tip gia ngn hng v khch hng din ra thun li hn, khch hng c th theo di trng thi giao dch ca mnh theo thi gian thc (real-time), do cc thng tin phn hi ca khch hng c ngn hng tip nhn v x l mt cch nhanh chng, mi quan h gia ngn hng v khch hng ngy cng c cng c Hot ng trong mi trng cnh tranh gay gt, cc ngn hng vi ngun vn v nhn lc gii hn, khi mun pht huy li th ca mnh thng ngh n kh nng c bit ho dch v khch hng. y l kh nng tu bin phng thc phc v khch hng nhm tho mn nhu cu ca tng khch hng ring bit, i hi nhn vin nhn din khch hng, nm bt r thng tin v lch s giao dch, thi quen ca khch hng t c cch thc phc v ph hp. Qu trnh c bit ho dch v khch hng thng bao gm bn bc: nhn din khch hng, ghi nh c im ca khch hng, c bit ho dch v v pht trin thng tin khch hng. Qun tr c s d liu khch hng gip ngn hng thc hin mt bc quan trng trong qu trnh c bit ho dch v khch hng l ghi nh v m rng thng tin khch hng, y l kh nng pht trin d liu lin quan ti khch hng. H thng s lu gi li cc thng tin c nhn ca khch hng ngay t ln u giao dch nh in thoi, a ch email hay cc nh gi, nhn xt, v nhng xut gip nng cao cht lng dch v ca ngn hng. S hu cng nhiu thng tin v khch hng, bao gm c thng
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tin c nhn s gip ngn hng ch ng, sng to hn khi chinh phc khch hng, d l nhng khch hng kh tnh nht, nh gi qu tng nhn ngy l, gi th cm n, Mc ch ca ngn hng trong vic to ra dch v khch hng c c bit ho l tm cch giao tip vi mi khch hng theo phng thc ring, v m bo em li cho khch hng cm gic c cao v trn trng. Lm c iu ny, ngn hng s khng ch c lng khch hng trung thnh ln m kh nng thu ht khch hng mi cng rt cao. S ra i ca ngn hng in t cho php cc sn phm dch v ngn hng truyn thng trc y c phn phi trn cc knh mi nh Internet, in thoi, mng khng dy Hin nay, ngn hng in t tn ti di hai hnh thc: hnh thc ngn hng trc tuyn, ch tn ti da trn mi trng mng Internet, cung cp dch v 100% thng qua mi trng mng; v m hnh kt hp gia h thng ngn hng thng mi truyn thng v in t ho cc dch v truyn thng, tc l phn phi nhng sn phm dch v c trn nhng knh phn phi mi. Vic trin khai h thng qun tr c s d liu s gp phn nng cao uy tn v to dng hnh nh ca mt ngn hng hin i; ci thin cht lng dch v khch hng; cng c mi quan h vi cc i tc kinh doanh; n gin ha v chun ha cc quy trnh giao dch; tng nng sut, gim chi ph giy t; tng kh nng tip cn thng tin v gim chi ph vn chuyn; tng s linh hot trong giao dch v nng cao hiu qu hot ng kinh doanh ngn hng. Sacombank tr thnh ngn hng u tin ti Vit Nam trin khai thnh cng d n Data Ware House (kho d liu tp trung) vn hnh trn
Nhm 10 Trang 10

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h thng my ch d liu Oracle Exadata. D n u t Data Ware House bao gm phn cng v phn mm ti Sacombank c tng chi ph 3 triu USD.

Thit lp c s d liu V mc ch khi bt tay vo vic thit k l qun l v c th d dng trong vic truy vn d liu, lm bo co, tnh lng mt cch chnh xc trong mt khong thi gian ngn v t tn nhn lc thc hin cng vic ny nn trang web ny nhm gip cho nhng ai thc hin vic qun l. y phm vi kho st ch yu l phng nhn s v phng t chc ca chi nhnh ngn hng Sacombank. Sacombank xy dng v p dng h thng xp hng tn dng ni b t nm 2005 nhm thc hin phn loi cc khon n, nh gi cht lng tn dng, trch lp d phng trong cc hot ng tn dng ca Sacombank. Ngoi ra, h thng ny cng xy dng cc b tiu ch chm im xp hng tn dng i vi cc khch hng theo tng nhm ngnh ngh
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khc nhau. Bn cnh , h thng cng c thit k mt s sn phm tn dng c th ring ca Sacombank. y l cng c hiu qu trong cng tc thm nh, ra quyt nh cho vay v gip Sacombank c th nh gi chnh xc mc ri ro ca tng khon vay, phn loi n theo thng l quc t, v cng l c s nng cao cht lng qun l tn dng v trch lp d phng ph hp. Duy tr c s d liu

S : cp nhp h s khch hng Thng tin khch hng thu thp t nhiu ngun khch nhau, phi c tp hp v thng qua trung tm in ton ca ngn hng, nu sai st th phi lin lc vi khch hng. Sau khi thng tin khch hng c thu thp s c truy cp vo my tnh thng qua h thng cung cp d liu ni b theo di hot ng giao dch ca khch hng vi ngn hng.

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Lu tr v lun cp nhp cc thng tin nhn dng v tng khch hng trong mt hoc nhiu c s d liu. Cp nhp thng tin khch hng bao gm c nhng d liu nhn dng phi c thng xuyn c xem xt li v cp nht. 3. Phn tch d liu khch hng. Thng tin v khch hng sau khi c thu thp vo h thng hnh thnh nn c s d liu (CSDL) v khch hng, CSDL gm ba phn chnh: H s c nhn khch hng: bao gm tn, a ch, ngh nghip v n v cng tc nu c nhn, ngnh kinh doanh nu l t chc, s thch, ngy thnh lp cng ty; Tnh trng khiu ni v gii quyt khiu ni ca khch hng; Ti khon im ng gp ca khch hng: s d ti khon ca khch hng, s ln giao dch vi ngn hng, quan h khch hng vi ngn hng. Phn tch d liu da trn ti khon im ng gp ca khch hng c th phn loi khch hng nh sau:
Phn loi khch hng

Nhm khch hng sinh li nht

Nhm khch hng trin vng nht

Nhm khch hng d tn thng nht

Nhm khch hng phin toi nht

Nhm khch hng sinh li nht: hin ti em li nhiu li ch cho ngn hng nht ni ring v doanh nghip ni chung thng lng tin gi ln v lng trung thnh ca h; Nhm khch hng trin vng nht: hin ti khng sinh li nhiu cho ngn hng nhng tng lai mang li li nhun
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nhiu cho ngn hng; Nhm khch hng d tn thng nht: y l khch hng d b cc i th cnh tranh l cc ngn hng khc li ko, tn cng, d b mt nht; Nhm khch hng phin toi nht l nhm khch hng khng em li li cho ngn hng m cn mang li s phin toi cho ngn hng. T ta c chnh sch dnh ring cho tng nhm, c th nh sau: + Nhm khch hng sinh li nht v nhm khch hng trin vng nht. Nng cao gi tr n mc ti a cho nhm i tng ny bng cch trin khai dch v ph v khch hng mt cch nhanh chng, li sut hp dn, gii quyt tha ng bt k yu cu ca khch hng. + Nhm khch hng d tn thng th phi c chnh sch to nn lng trung thnh ca khch hng. + Nhm khch hng em li phin toi nht th ch giao dch theo ng nguyn tc ca ngn hng. Khch hng khng bit hoc khng quan tm gi tr ca h i vi Ngn hng. Khch hng ch mun vn ca h c gii quyt. Hiu su hn v khch hng, Ngn hng cn phn bit nhng nhu cu khc nhau ca khch hng nhm tng tc ring l theo tng nhm khc khch hng c nhu cu tng t. Phn loi v gp nhm khch hng bng nhu cu, sau kt ni mi nhm vi nhng sn phm v dch v c bit ha khi lng ln mt cch thch hp. kt qu ca qu trnh ny chng ta gi l cc doanh mc khch hng (customer portfolios) mi doanh mc khch hng s c nhu cu gn tng t.

Nhm 10

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Ngoi ra h s khch hng s c phn loi theo nhiu tiu ch khc nhau, bao gm: c trng ca hot ng v m hnh kinh doanh ca ngn hng, quy m, nghnh ngh, mc giao dch vi cng ty (Khch hng c bit, Khch hng ang s dng cc dch v, Khch hng sp ht hn, Khch hng tim nng). Cc cch phn loi ny do ngi qun l quyt nh v chnh sa theo cc thay i trong m hnh hot ng ngn hng. Cc m t khc v khch hng, c im nhn khu, mc tha mn, c im tm l, xut x,. Ch l nhng d liu gip c c mt bc tranh r rng hn v nhu cu khch hng, v gi tr m khch hng c kh nng th hin vi Ngn hng. 4. Qun l d liu: Ngi chu trch nhim bo co, cho php truy cp, quyt nh ni dung: Ngn hng ch nh r mt nhn vin c nhim v qun l c s d liu khch hng nh l mt ngi gc cng. C y hoc anh y s quyt nh vic cn em thng tin vo c s d liu khch hng, v thng tin no c th cung cp cho nhng nhn vin khc. Ngi ny cng chu trch nhim v vic thng tin ch s dng duy nht cho mc ch cung cp cho khch hng khi ngn hng thu thp thng tin y. Mc hiu bit ca nhn vin ngn hng v vic s dng thng tin: ngn hng sacombank l mt ngn hng in t, mi thng tin ca khch hng c cp nht trn h thng in t ca ngn hng, ng dng thnh tu ca khoa hc cng ngh, my tnh in t, mng internet, v mi d liu v khch hng c s dng mt cch ng b v c h thng. T liu v khch hng c nhn vin ngn hng s dng mi lc. V l h thng ngn hng in t nn mi d liu c h thng ha vo ti khon ca
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khch hng. Vic nhn vin ngn hng s dng thng tin khch hng ty vo mc ch tm kim v giao dch vi khch hng m vic s dng thng tin khc nhau. Cch thc chia s thng tin trong ngn hng sacombank:v l ngn hng in t, nn vic s dng thng tin khch hng trong doanh nghip v khch hng, mi khch hng c mt ti khon nht nh v ch cn truy cp thng tin v khch hng bng h thng my tnh ca ngn hng nn thng tin v khch hng c cp nht lin tc, mi nhn vin ca ngn hng u c th truy cp thng tin vo ti khon khch hng bng mt ti khon ng nhp trong ni b ngn hng.Tuy nhin khi quyt nh thng tin no s c gi tr cho taatscar cc nhn vin c lin lc vi khch hng, phn chia thng ton trong c s d liu khch hng ca ngn hng thnh ba loi: + Nhng iu quan trng cn bit: Vit ng chnh t tn ca khch hng a ch v s in thoi ca khch hng Pht m ng tn ca khch hng Dng nhng t xng h tn trng (ng, b,c,)

+ Nhng iu t nh cn bit: Trong qu kh khch hng thanh ton giao dch nh th no Ngi ny l khch hng ca ngn hng bao lu Nu c thm mt ngi t cng ty hay ngi nh ca khch hng giao dch vi ngn hng Khch hng ny thng s dng loi giao dch no Ln va qua khch hng s dng loi giao dch no Khch hng c phn nn hay khng v nhng phn nn l g
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+ Nhng iu khng phi ai trong ngn hng cng nn bit: Tui ca khch hng Mc thu nhp ca khch hng Tnh trng hn nhn ca khch hng v s con ci Trnh hc vn ca khch hng Nhng cu tr li i vi cu hi kho st c th c thit k tm hiu thi ca khch hng v dch v ca ngn hng. Khi c ti liu mi cn chia s th ngi chiu trch nhim s a nhng thng tin ny ln trong mng cc b ca ngn hng. Gi an ton thng tin: Ngn chn nhng vic s dng khng c php. Cc thng tin v khch hng l rt nhy cm, mang tnh cnh tranh v c nh hng n s ring t ca khch hng. lm c nh vy i hi ngn hng phi kim sot c quyn truy cp, sa i thng tin ca khch hng. Nhng ngi qun l s chiu trch nhim v nhng thng tin ca khch hng, cng l ngi c php sa i thng tin ca khch hng mt cch hp l. V ch nhng nhn vin giao dich vi khch hng mi c truy cp h s ca khch hng nhng khng c sa i mun sa i phi c s ng ca cp trn. Cch thc m bo s dng thng tin hp php, hp l: vi sacombank, khi giao dch vi khch hng, khi trao i vi khch hng v cc giao dch vi khch hng hoc l khi kim tra thng tin khch hng iu chnh vic ghi s, cng c mi quan h vi khch hng hin ti hoc l khi to ra mi quan h mi vi khch hng mi th thng tin khch hng c s dng. Ngn hng phi tuyt i bo v thng tin khch hng, tn trng mi thng tin ca khch hng,khng c php bn hoc s dng vo cc mc
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ch nm ngoi vic mc ch chm sc v thit lp cc mi quan h v tha mn khch hng. Ngn hng sacombank l ngn hng p dng h thng in t thng tin, s dng IT trong vic qun l v thit lp cc mi quan h vi khch hng, thng tin ca khch hng c s dng vi mc ch phc v nhu cu ca khch hng, c s chp thun ca khch hng. Vic tch hp thng tin khch hng trn nhiu phng din khc nhau, vy nn, thng tin phi c s dng trong trng hp no l thch hp nht. Thnh tu ca IT ngy cng pht trin, vic ng dng n vo qun tr c s d liu khch hng c a s mi lnh vc dch v ng dng rng ri ng dng cng ngh thng tin trong vic qun l d liu ngoi vic s dng cc phn mm n gin ca may tinh nh: outlook, excel, mng cc b d dng chia s thng tin vi nhau gia nhng nhn vin cng mt chi nhnh hoc khc chi nhnh. 5. S cn thit v s dng c s d liu. a. S cn thit ca c s d liu khch hng C s d liu khch hng m bo marketing vn hnh c hiu qu, tng kh nng ca doanh nghip trong vic: Thc thi phn on th trng c li: C s d liu cho php ngi lm marketing phn tch cc khch hng v phn loi khch hng thnh nhng nhm khc nhau trin khai nhng chng trnh marketing mt cch c hiu qu. Phn tch s khc bit gia cc khch hng, nhn dng v nhu cu v hnh vi ca khch hng trong tng lai da vo thng tin t khch hng.
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Qun tr quan h khch hng

To s sn sng cho cc nhn vin, cc b phn chc nng tip cn khch hng. Vic lu gi cc thng tin nhn dng khch hng di mt dng d tip cn l ct yu cho thnh cng. Gi an ton thng tin: Ngn chn nhng vic s dng khng c php. Cc thng tin v khch hng l rt nhy cm, mang tnh cnh tranh v c nh hng n s ring t ca khch hng. V d: Khch hng ca ngn hng rt a dng v phong ph, n bao gm cc tng lp dn c,cc t chc kinh t,chnh tr v c bit cc ngn hng cng tr thnh khch hng ca nhauDo hot ng trong nhng iu kin phc tp ca th trng nn ngn hng phi ch ti cc vn phc v ai v nh th no.Da trn c s d liu khch hng m ngn hng c c th ngn hng c th phn on th trng theo cc xu hng: Phn on th trng theo cc nhm ngi tiu dng gm 4 nhm: + Th trng cng ty + Th trng bn bun + Th trng bn l + Cc t chc ti chnh tn dng khc v chnh ph Phn on theo dch v cung ng gm 4 nhm: + Phn on theo dch v tn dng + Phn on theo dch v tin gi + Phn on theo nghip v u t + Phn on theo c dch v khc Phn on theo mt vi tham s khc:

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Qun tr quan h khch hng

+ Phn on theo tiu thc a l + Phn on theo la tui + Phn on theo mc tin gi T ngn hng c th p dng cc chnh sch khc nhau cho mi nhm khch hng. Gi khch hng v khuyn khch mua lp li: C s d liu gip doanh nghip hiu khch hng v nhng nhn t chnh nh hng n s hi lng khch hng, t c th xc nh c cc chng trnh markating, quan h khch hng nhm to lng trung thnh ca h, p ng tt hn nhu cu ca h vi chi ph thp nht. V d: C s d liu khch hng gip ngn hng hiu v khch hng v tm ra cc nhn t nh hng n s hi lng khch hng v sn phm, gi c, phn phi xc nh chng trnh marketing ph hp giu khch hng, p ng tt hn cc nhu cu ca khch hng vi chi ph thp nht h tip tc s dng dch v ca ngn hng. Nhm n nhng khch hng sinh li tim nng: Khch hng sinh li tim nng l nhng khch hng hin ti m da trn c s d liu khch hng doanh nghip c th nhn ra u l khch hng c gi tr tim nng nht t c chnh sch quan h khch hng ph hp. V d: Da trn c s d liu khch hng v tn sut giao dch, s tin giao dch trn 1 ln ca khch hng th ngn hng c th nhn ra khch hng c gi tr tim nng nht ngn hng c chnh sch quan h khch hng ph hp. Vi nhm khch hng ny, ngn hng c th c c nhng li
ch l: Lm tng li nhun ca ngn hng trong tng lai. M rng th
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Qun tr quan h khch hng

trng hot ng ca ngn hng. C kh nng tr thnh khch hng trung thnh ca ngn hng nu cc sn phm, dch v ca ngn hng tho mn ti a nhu cu ca h. Cc sn phm, dch v ca ngn hng c bn nhiu hn. b. S dng c s d liu Trong quan h khch hng, c s d liu c s dng nhm: Xc nh nhng khch hng sinh li nht Thu ht cc khch hng c gi tr tim nng Gi cc thng ip c nhn ha c lin quan n sn phm/dch v Gi cc thng ip cho nhng khch hng sau khi mua cng c Cross-sellling m bo hiu qu trong giao tip vi khch hng Ci thin kt qu xc tin nh nh hng ng C nhn ha dch v khch hng t c s giao tip kn o vi khch hng

V d: T c s d liu v khch hng th ngn hng c cc thng tin ca khch hng v tn sut giao dch, a ch, s in thoi, email, s tin giao dch/ln, loi hnh giao dch ,... ngn hng c th xc nh nhng khch hng sinh li nht, thu ht cc khch hng c gi tr tim nng, gi cc thng ip c nhn ha lin quan n dch v, gi cc thng ip cho nhng khch hng sau khi giao dch cng c Trong cc hot ng khc, c s d liu c s dng nhm:
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Qun tr quan h khch hng

nh gi s iu chnh cc chnh sch marketing hin i Duy tr gi tr thng hiu Gia tng tnh hiu lc v n tng ca cc knh phn phi Thc hin nghin cu sn phm v th trng Tch hp cc chng trnh marketing To ra mt ngun lc qun tr mi c gi tr V d: C s d liu trong ngn hng c s dng nhm: + Thc hin nghin cu cu : Khch hng cn nhng sn phm g? nhu cu thc t v chng nh th no? Ngoi ra ngn hng cn cn thit phi bit thm cu c kh nng chi tr, ngha l cu c m bo bng tin vn ca khch hng. Nghin cu mc cu hin ti, hnh thnh cc nhu cu ca khch hng tim nng v c khch hng ang phc v, cn pht hin trong s khch hng th hin nay cn quan tm n nhng khch hng no.D on cu nh s bin ng ca khch hng c mc thu nhp cao s c tc ng ti cc dch v ngn hng nh t vn thu kha, cc khon vay ln. +Thc hin nghin cu sn phm:T c s d liu khch hng ngn hng phi tm cch khc ha hnh nh sn phm trng tm khi khch hng th trng mc tiu, bt ngun t s thu hiu nhng cm nhn v nh gi ca h v sn phm. +Tch hp cc chng trnh marketing: chin lc sn phm, chin lc gi, chin lc phn phi,chin lc xc tin hn hp( bn hng c nhn, kch thch tiu th, qung co,tuyn truyn). KT LUN
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Qun tr quan h khch hng

H thng c s d liu khch hng cn phi c Hon thin qun tr tt quan h vi khch hang, lm c iu ngn hng phi thc hin cc bin php sau: Sacombank th hnh thc thu thp thng tin khch hng ch yu l cc d liu v khch hng giao dch vi ngn hng, cn phats trin mnh hn mt s hnh thc thu thp thng tin khch nh E-mail, Fax, Internet, thng qua trang Web, in thoi trc tip, th ... nhm thu ht nhiu thng tin v khch hng t nhiu ngun khch nhau. y mnh hot ng qung co, nu bt ln nhng li ch khi khch hng giao dch vi ngn hng. Qun trit tinh thn thu thp thng tin ca khch hng cho ton th nhn vin gip nhn vin cc khu cung ng sn phm cho khch hng ch ng tr gip v khuyn khch khch hng u t h thng thit b lu tr, m bo b nh lu tr khch hng trong tng lai nu c s gia tng t bin khch hng. Nng cao hn na cc quyn li khch hng nhm thu ht s tham gia giao dch ca khch hng v gi chn khch hng. Thng tin khch hng thu thp t nhiu ngun khch nhau, phi c tp hp v thng qua trung tm in ton ca ngn hng, nu sai st th phi lin lc vi khch hng. Sau khi thng tin khch hng c thu thp s c truy cp vo my tnh thng qua h thng cung cp d liu ni b theo di hot ng giao dch ca khch hng vi ngn hng.

TI LIU THAM KHO 1. Philip Kotler, Qun tr Marketing, Nh xut bn Thng k.

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2. Tp bi ging mn: Qun tr quan h khch hng, Trng i hc Kinh t Nng. 3. Bn co bch ca NGN HNG THNG MI C PHN SI GN THNG TN 4. Cc trang Wed tham kho: http://www.tuvannhansu.com/cong-nghe-cham-soc-khach-hang/quan-ly-thong-tincua-khach-hang/76-giai-phap-11-xay-dung-kho-du-lieu-thong-tin-khachhang.html http://www.tuvannhansu.com/cong-nghe-cham-soc-khach-hang/quan-ly-thong-tincua-khach-hang/71-giai-phap-6-xay-dung-ho-so-va-chinh-ly-thong-tin-khachhang.html
http://www.sacombank.com.vn/Pages/default.aspx PHN PHN CNG CNG VIC TRONG NHM V NH GI PHN TRM NG GP TRONG BI LM 1. Ng Th Kim Chi: chiu trch nhim tng hp word, phn phn tch

c s d liu v phn c s d liu, slide. (30%)

2.

Trn Th Thu Tho: chiu trch nhim phn qun l d liu. (20%) dng c s d liu, slide. (30%)

3. ng Th Cc Phng: chiu trch nhim phn s cn thit v s

4.

Nguyn Th Ti : chiu trch nhim v phn s lt v Sacombank v phn c s d liu. (20%)

PHN TR LI CU HI:

1. i vi khch hng doanh nghip th ngn hng cn thng tin s in thoi, a ch ca ngi chiu trch nhim lin h, ngi ra quyt nh, ngi nh hng hay la ch l v ca gim c, ngoi ra cn nhng thng tin c bn nh tn doanh nghip, m s thu, ngnh ngh kinh doanh, v
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tt c nhng thng tin trong qu kh khi m doanh nghip n giao dch vi ngn hng. 2. i vi khch hng c nhn th ngn hng cn thng tin : tn, s in thoi, a ch lin lc, s chng minh th, tn sut giao dch, thi quen s dng dch v, nhng nh gi cc dich v ngn hng, v tt c nhng thng tin v ti khon im ng gp 3. Vic phn loi thnh khch hng sinh li nht, khch hng trin vng nht, khch hng d tn thng nht v khch hng phin toi nht l da vo ti khon im ng gp hay chnh l mc li nhun m c nhn hay doanh nghip mang li cho ngn hng. 4. Phn bit khch hng theo gi tr: Sacombank xp khch hng theo gi tr, lp danh sch theo th t t cao xung thp. y cng l cch phn loi da vo mc li nhun m khch hng mang li cho ngn hng v kh nng mang li li nhun trong tng lai na. V d nh ngn hng c hai khch hng. Khch hng A mang li li nhun l 10 triu mi thng ttronh 2 nm qua, khch hng B em li li nhun 5 triu mi thng trong cng thi gian. Khch hng no s c ga tr hn? Chng ta s khng nh l A ch khi A vn tip tc giao dch vi ngn hng trong nhng thng tip theo. Nu nh ngn hng d on c A s sp nhp v chuyn i nh cung cp cn B vn gi giao dich vi ngn hng nh vy th khch hng B c gi tr hn. phn bit khch hng theo gi tr ngn hng phi da trn cc d liu: - H s khch hng - Tn sut giao dch

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- Li nhun cao hn v hoc chi ph thp hn (trn mi giao dch) ca khch hng mua li hn t khch hng ban u. - Li nhun gin tip t khch hng -Tnh trng sn sng tip tc giao dch trong tng lai so vi chuyn i nh cung cp -H s giao dch ( tm tt v chi tit) -Chi ph phc v, h tr - Marketing v chi ph giao dch ( bao gm chi ph tm kim khch hng) Khch hng c phn thnh 4 loi sau: Khch hng c gi tr nht: l nhng khch hng c gi tr thc t cao nht i vi ngn hng . H giao dch nhiu nht sn lng hp tc v c xu hng trrung thnh nht. Ngn hng phi duy tr nhm khch hng ny.

Nhng khch hng c kh nng tng trng cao nht: l nhng khch hng c tim nng nht, c kh nng tn ti khc bit gia gi tr thc t vi gi tr tim nng, c th y l nhng khch hng tt nht ca i th cnh tranh.

Nhng khch hng c gi tr m: l nhng khch hng m d c n lc n my ngn hng thu c li nhun thp hn chi ph, ngha l gi tr thc t m gi tr tim nng cng c th m bt k ngn hng lm g. Khch hng cn dch chuyn: l nhm khch hng khng sinh li nhng kh bit trc gi tr tng trng tim nng. Ngn hng cn xc nh c nn nui dng phat trin hay khng.
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5. Cc kin ng gp khc ca c em b sung vo bi .

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