B GIO DC V O TO TRNG I HC THNG LONG ---o0o---

TIU LUN CUI K MN: LNH O DOANH NGHIP

ti:

VAI TR LNH O VI DCH V CHM SC KHCH HNG CA ZAPPOS.COM

Gio vin hng dn : Th.s Vng Th Thanh Tr Nhm thc hin : Tnh Tnh Tang

H NI 2011

MC LC
LI M U...............................................................................................................7 PHN 1. C S L LUN V DCH V CHM SC KHCH HNG.............1 1.1. Khch hng ca Doanh nghip..........................................................................1 1.2. Dch v chm sc khch hng...........................................................................2 1.2.1. Khi nim v dch v chm sc khch hng................................................2 1.2.2. Phn loi dch v chm sc khch hng......................................................2 1.2.3. Vai tr ca chm sc khch hng vi doanh nghip...................................3 PHN 2: TNG QUAN V THNG MI IN T...........................................5 2.1. Khi nim thng mi in t..........................................................................5 2.2. Li ch ca thng mi in t.........................................................................6 2.3. Mt s hnh thc phn loi thng mi in t..............................................7 2.3.1. M hnh giao dch doanh nghip ngi tiu dng (B2C) ......................8 2.3.2. M hnh giao dch doanh nghip - doanh nghip (B2B).............................9 2.3.3. M hnh giao dch gia khch hng v khch hng (C2C).....................10 2.3.4. M hnh giao dch gia khch hng v doanh nghip (C2B)...................11 2.4. nh gi nhu cu s dng thng mi in t trn th gii.........................12 2.5. Xu hng pht trin thng mi in t ti Vit Nam.................................13 PHN 3. DCH V CHM SC KHCH HNG CA ZAPPOS.COM.............16 3.1. Tng quan v Zappos.com...............................................................................16 3.2. Dch v chm sc khch hng ti Zappos.com...............................................17 3.2.1. Dch v chm sc khch hng bn ngoi.................................................18 3.2.2. Dch v chm sc khch hng bn trong..................................................28 PHN 4: VAI TR CA LNH O TRONG CNG TC CHM SC KHCH HNG..........................................................................................................31 4.1 Vi nt v tiu s ca Tony Hsieh vi trang web Zappos.com.......................31 4.2. Vai tr Tony Hsieh trong xy dng dch v chm sc khch hng ti Zappos......................................................................................................................32

Chng ti phn tch vai tr ca Tony Hsieh theo 6 vai tr ca nh lnh o hin i ca tc gi Howard Gardner trong cun sch "Leading minds........32 4.2.1 Vai tr nh hng - Xy dng tm nhn ng n ca nh lnh o.....32 4.2.2. Vai tr phc v - Lnh o phc v nhn vin.........................................36 Robert Greenleaf "pht minh" ra mt t mi. tng ca ng l nhng nh lnh o tt nht trc ht phi t xem h nh nhng ngi phc v. Quyt nh ai - khng phi ci g m bn s phc v trong kh nng lnh o ca mnh. Gip h thnh cng trong nhng ng gp vo t chc, gip h hc tp v pht trin v xem h nh nhng khch hng cho dch v lnh o ca bn. ...............................................................................................................................36 iu ny c gii thch r qua phn chm sc khch hng bn trong. Vai tr quan trng ca Tony Hiesh chnh l phc v nhng nhn vin ca mnh. Tony lun tp mi iu kin h c mt mi trng lm vic tt nht h hon ton thoi mi trong khi lm vic v s lm vic ht sc mnh..................36 4.2.3. Vai tr lm gng - Gng sng v quan im s chia mt cch tht lng ...............................................................................................................................36 4.2.4 Vai tr hun luyn - o to nhn vin lnh hi c nhng gi tr ct li ...............................................................................................................................38 4.2.5 Vai tr qun l ra nhng tiu chun cao v t c kt qu tt .....38 D bn chia s quyn ra quyt nh bao nhiu v gn kt vi mi ngi nh th no, bn vn phi chu trch nhim cho vic ginh c kt qu v vic t c cc mc tiu. Duy tr nhng tiu chun cao, cho bn - tt nhin, v cho c nhng ngi bn lnh o. iu ny ngha l x l vi nhng ngi m lm vic thiu tch cc. Nh W. Somerset Maugham tng ni: "Mt iu th v ca cuc sng l ght ca no tri trao ca y". ...............................................38 L gim c iu hnh ca Zappos, ng nhin Tony l ngi chu trch nhim tt c nhng s vic ln nh xy ra ti Zappos. m bo xy dng c dch v chm sc khch hng tt nht, Tony rt ch trng ti vic phi tm c nhng ngi ph hp vi vn ha cng ty. y l iu anh ht sc lu v thn trng khi phng vn. Nhng ph hp vi vn ha cng ty cha , anh sn sngf thng cho nhn vin 2000USD nu h mun ngh vic tun u i lm. C khong 10% nhn vin chm sc khch hng ca Tony chp nhn s tin ny v ngh vic. H khng phi nhng ngi m Tony mun nhn vo lm, khng p ng c thi tn ty vi cng vic nh anh mong mun, nh vy cng s khng t c hiu qu cng vic nh anh mong mun. Do

dng cch ny m i ng nhn vin ca Zappos l mt i ng nhn khng ch ph hp vi vn ha cng ty m cn rt tn ty vi cng vic. Mt i ng tuyt vi gp phn khng nh to nn mt dch v chm sc khch hng tuyt vi.................................................................................................................38 4.2.6 Vai tr lm ch s thay i.........................................................................39 ng trc mt th trng kinh t y bin ng, l mt nh lnh o, Tony lun cn linh hot ng bin vi nhng s thay i ca th trng bin t th b ng thnh th ch ng..................................................................................39 Nm 2009 khi Amazon sp nhp Zappos, rt nhiu kin cho rng Amazon mun tr thnh Wall mart th hai v tm cch thu tm nhng i th cnh tranh. D lun cng lo ngi v s hao mn bn sc kinh doanh c o ca Zappos khi v vi Amazon, khi mt bn chuyn v chiu su phc v khch hng, mt bn li ch trng n b rng ca s a dng, phong ph sn phm. Tuy nhin, Tony Hsieh li kh ho hng vi vic st nhp ny: y l mt quyt nh kh khn, tuy nhin, chng ti cho rng s l mt c hi ln tht s qung b thng hiu v vn ha doanh nghip Zappos rng ri hn so vi trc y. Amazon tha thun s lun tn trng nhng hng i ring ca chng ti nh mt nhnh c lp, k c nhng nt khc bit nht. Hn na, st nhp vi Amazon cng l mt cch Zappos i xa hn vi cc k hoch di hn, khi chng ti cn n s h tr mnh v ti chnh. V pha Amazon, ti sao h li quyt nh b mt s tin ln n th thu tm Zappos? Theo kin phn tch ca cc chuyn gia kinh t th c bn l do ni bt y. Th nht, Zappos l mt cng ty tr c tc pht trin chng mt, cho thy tim nng rt ln. Th hai, cng ty to dng c nn tng vn ha doanh nghip p m khng phi u cng c, k c Amazon. Th ba, dch v khch hng Zappos l mt th mnh tuyt i m Amazon s cn n trong tng lai. Th t, Zappos c mt b my nhn s tuyt vi, t ngi lnh o sc bn n tng nhn vin c hun luyn chuyn nghip. Nu nhng nhn nh trn l chnh xc, nhng hoi nghi v sc sng ring ca Zappos s nhanh chng c gii ta. n gin v, chnh Amazon cng ang mun hc hi ngh thut xy dng thng hiu mi l t cu em Zappos, ni to dng ln mt hnh nh cng ty hnh phc rt tuyt vi. Ni theo li ca chnh CEO Tony Hsieh th: Zappos, mc ch cao nht ca chng ti l hnh phc. c th l hnh phc khi khch hng c nhn i giy mi lm t cht liu hon ho, hay hnh phc khi khch hng c nhn i giy mi lm t cht liu hon ho, hay hnh phc ca nhn vin khi h cm thy mnh l mt phn ca

vn ha doanh nghip, ni n cho c tnh ring ca tng c nhn. l cch m chng ti mun em hnh phc n cho mi ngi. V c l, chnh quan nim nhn vn l ca Tony Hsieh em li thnh cng rc r cho Zappos hm nay. ...............................................................................................................39 Zappos d sp nhp vi Amazon nhng Zappos vn mi l Zappos.......40 PHN 5. LIN H THC TIN VI DCH V CHM SC KHCH HNG CA MUA BN TRC TUYN TI VIT NAM.................................................41 5.1. Tt c u v s hi lng ca khch hng ......................................................41 5.1.1. Xy dng h thng nhiu website...............................................................42 5.1.2. Chp nhn thit thi v chi ph phc v khch hng .........................44 5.1.3. Chp nhn thit thi v danh ting gi vng nim tin ni khch hng ...............................................................................................................................44 5.1.4. Dng thi gian m bo uy tn v to nn s bt ng..........................45 5.1.5. t li ch ca khch hng ln trn li ch ca cng ty............................45 5.1.6. Gi gn khch hng trung thnh l cch hiu qu nht gia tng li nhun....................................................................................................................46 5.2 Mun xy dng nim tin ch thc ni khch hng th bn thn doanh nghip cng phi to dng c nim tin ch thc ni cc nhn vin vi cng ty...............................................................................................................................47 LI KT.....................................................................................................................49

DANH MC CC BNG BIU, HNH V, TH, CNG THC

S 1.1 Dy chuyn khch hng...............................................................................3 S 2.1 Cc m hnh giao dch in t ca cc t chc..........................................7 S 2.2. M hnh thng mi in t B2C..............................................................9 S 2.3. M hnh thng mi in t B2B..............................................................9 S 2.4. M hnh thng mi in t C2C............................................................11 S 2.5 M hnh thng mi in t C2B.............................................................11 S 2.1 Quy trnh bn v chm sc khch hng ti Zappos.................................19

LI M U
Trong bi cnh nn kinh t nhiu thay i v bin ng nh hin nay, dnh c mt khch hng cho doanh nghip mnh hon ton khng phi l mt vic d dng v lm sao gi chn v khch hng cng kh khn hn nhiu. lm c iu , lnh o tr thnh ch c quan tm c bit vi mi t chc, vi nhng ai c mc tiu hc hi tr thnh nh lnh o hiu qu. Bi l, khch hng l thng , chng ta ang phc v nhng thng , em li s tho mn nhu cu ca h. Lm th no ng trn vai tr l nh lnh o, chng ta dn dt con tu doanh nghip mnh i n thnh cng? Bi bi tiu lun cn nhiu hn ch, ti ca nhm Tnh tnh tang trnh by l vai tr cng nh tm quan trng ca nh lnh o trong cng tc chm sc khch hng. Trong ti ln ny, chng ti xin gii thiu vi c gio cng nh cc bn trong lp mt phng thc mua v bn cc sn phm v dch v thng qua h thng in t nh Internet: l thng mi in t. Trm hay khng bng mt thy. lm r nt hn nhng c s l lun, bi tiu lun v cng tc chm sc khch hng ca nhm s song hnh l v d v mt trong nhng cng ty bn l giy v o trc tuyn kh thnh cng trn th gii. l Zappos, cng ty ni ting v nhng tiu chun vng chm sc khch hng vi tn min l: zappos.com. Bi tiu lun nhm chng ti gm 5 phn: Phn 1. C s l lun v dch v chm sc khch hng Phn 2. Tng quan v th trng thng mi in t Phn 3. Dch v chm sc khch hng ca Zappos.com Phn 4. Vai tr ca Tony Hsieh trong cng cuc iu hnh DV chm sc KH Phn 5.Lin h thc tin vi dch v chm sc khch hng ca mua bn trc tuyn ti Vit Nam

PHN 1. C S L LUN V DCH V CHM SC KHCH HNG 1.1. Khch hng ca Doanh nghip - Khi nim v khch hng: nm bt c nhu cu ca khch hng, doanh nghip phi xc nh c khch hng ca mnh l ai? Qua rt nhiu ti liu, nhn chung mi phng din chng ta c nhiu khi nim v khch hng khc nhau. Song, tng quan chng ta c mt khi nim ngn gn v khch hng nh sau: Khch hng l nhng ngi chng ta phc v cho d h c tr tin cho dch v ca chng ta hay khng. Thng thng, doanh nghip ch gii hn khi nim khch hng l nhng ngi lm n bn ngoi vi doanh nghip. H l nhng ngi mua v tiu th sn phm ca doanh nghip. H l ti sn lm tng thm gi tr ca doanh nghip. Tuy nhin, chng ta cn hiu khi nim khch hng mt cch rng hn.
-

Phn loi khch hng: Trn thc t, mi mt nhn vin lm vic trong mt doanh nghip u c khch

hng ring, khng phn bit c l ngi tiu dng sn phm v em li li nhun cho doanh nghip, hay ch n gin l mt ng nghip ca nhn vin ti ni lm vic. V vy, chng ta c hai cch phn loi khch hng nh sau: + Khch hng bn ngoi: y l nhng ngi thc hin cc giao dch vi doanh nghip, bng nhiu hnh thc nh : gp g trc tip, giao dch qua in thoi hay giao dch trc tuyn.... y chnh l cch hiu truyn thng v khch hng, khng c nhng khch hng nh th ny, doanh nghip cng khng th tn ti. Nhng khch hng c tha mn l nhng ngi mua v nhn sn phm, dch v ca chng ta cung cp. Khch hng c quyn la chn, nu sn phm v dch v ca chng ta khng lm hi lng khch hng th h s la chn mt nh cung cp khc. Khi doanh nghip s chu thit hi. Nhng khch hng c tha mn l ngun to ra li nhun cho doanh nghip v h chnh l ngi to nn s thnh cng cho doanh nghip. Khch hng chnh l ng ch ca doang nghip, h l
1

ngi tr lng cho chng ta bng cch tiu tin ca h khi dng sn phm, dch v ca doanh nghip. + Khch hng ni b Nhn vin chnh l khch hng ca doanh nghip, v cc nhn vin cng chnh l khch hng ca nhau. V pha doanh nghip, h phi p ng c nhu cu ca nhn vin, c nhng chnh sch nhm pht huy lng trung thnh ca nhn vin. Bn cnh , gia cc nhn vin cng cn c s quan tm, gip ln nhau trong cng vic. Vi khi nim v khch hng c hiu theo mt ngha rng, doanh nghip s c th to ra mt dch v hon ho hn bi ch khi no doanh nghip c s quan tm ti nhn vin, xy dng c lng trung thnh ca nhn vin, ng thi, cc nhn vin trong doanh nghip c kh nng lm vic vi nhau, quan tm p ng nhu cu v lm hi lng ng nghip th h mi c c tinh thn lm vic tt, mi c th phc v cc khch hng bn ngoi ca doanh nghip mt cch hiu qu, thng nht. 1.2. Dch v chm sc khch hng 1.2.1. Khi nim v dch v chm sc khch hng Thut ng "chm sc khch hng" thng c hiu mt cch khng y l s cho n nhit tnh i vi khch hng ca cc nhn vin bn hng. Tuy nhin tip xc vi khch hng ch l mt phn trong chin lc chm sc khch hng ca doanh nghip. Theo ngha tng qut nht, chm sc khch hng l tt c nhng g cn thit m doanh nghip phi lm tha mn nhu cu v mong i ca khch hng, tc l phc v khch hng theo cch m h mong mun c phc v v lm nhng vic cn thit gi cc khch hng mnh ang c. 1.2.2. Phn loi dch v chm sc khch hng Nh cp trn, Khch hng bao gm hai loi: khch hng bn trong v khch hng bn ngoi. V vy chm sc khch hng cng gm hai phn: chm sc khch hng bn trong v chm sc khch hng bn ngoi. Thng thng, ngi ta ch
2

ch trng n vic chm sc khch hng bn ngoi m khng thc c rng chm sc khch hng bn trong cng khng km phn quan trng. chm sc tt khch hng bn ngoi, nhn vin tip xc trc tip vi khch hng bn ngoi cn s h tr ca mt s nhn vin khc v tr thnh khch hng ni b ca nhng nhn vin ny. n lt mnh, nhng nhn vin ny li l khch hng ni b ca cc nhn vin khc naC nh vy to thnh mt dy chuyn khch hng nh sau: S 1.1 Dy chuyn khch hng KHCH HNG NI B C

KHCH HNG NI B A

KHCH HNG NI B B

KHCH HNG BN NGOI

(Ngun: t tng hp) Nu trong dy chuyn ny c mt on no b lng lo tc l mt tng no khch hng khng c phc v tt th h s khng c iu kin vt cht v tinh thn phc v tt cho tng khch hng tip theo. C nh th n cc nhn vin tip xc trc tip cng s khng iu kin phc v tt khch hng bn ngoi. iu c ngha l hot ng chm sc khch hng bn ngoi t kt qu tt th cc doanh nghip cng phi song song tng cng hiu qu ca cng tc chm sc khch hng bn trong. Hot ng chm sc khch hng cn phi c t chc nht qun v ng b trong ton doanh nghip. Bt c phng ban, b phn hay nhn vin no u phi chm sc tt cho khch hng ca mnh. 1.2.3. Vai tr ca chm sc khch hng vi doanh nghip Dch v chm sc khch hng ngy cng c vai tr quan trng hn trong h thng chin lc marketing v trong hot ng kinh doanh ca doanh nghip. Cng vi cht lng ca dch v v uy tn hnh nh ca doanh nghip, dch v chm sc khch hng
3

s lm cho khch hng tho mn v hi lng khi s dng dch v. Qua , h s tin tng vo doanh nghip, cht lng dch v do doanh nghip cung cp v tr thnh mt khch hng ca doanh nghip cng vi nhng ngi bn do h gii thiu. Mt li gii thiu ca khch hng c gi tr hn rt nhiu li qung co ca doanh nghip. V v tnh h tr thnh cng c qung co c lc cho doanh nghip, gip doanh nghip gim c phn no chi ph qung co ca mnh Marketing truyn ming c thc hin. Do doanh nghip cn tp trung vo cc bin php chm sc khch hng, gi c mc tho mn thng xuyn cho khch hng bng cch to ra c ch thu nhn thng tin ngc chiu c hot ng sa cha, iu chnh nhng sai lch nhm tho mn cho khch hng. Ngoi ra, doanh nghip cng cn pht hin kp thi s thay i nhu cu c lin quan n dch v chm sc khch hng. Trn thc tin c rt nhiu doanh nghip nhn thc c v tr quan trng ca dch v chm sc khch hng v s dng n nh mt cng c cnh tranh hiu qu. c th l: + Duy tr khch hng hin ti v to ra khch hng trung thnh. + Thu ht khch hng tim nng trong trng hp khch hng cm thy hi lng. Khi doanh nghip thc hin tt dch v chm sc khch hng vi cc khch hng hin ti, uy tn v danh ting ca doanh nghip s lan rng v s thu ht nhng khch hng tim nng. + Theo kha cnh Marketing, dch v chm sc khch hng l mt v kh cnh tranh quan trng. Trong trng hp nhng sn phm c cht lng v tnh nng nh nhau th vic khch hng quyt nh chn sn phm ca nh cung cp no ph thuc chnh vo yu t con ngi. Khch hng khng ch mua gii php cho sn phm h chn m cn mua c yu t cm gic khi tiu dng dch v. To c cm gic tt cho khch hng th khng ai khc ngoi chnh nhng con ngi hng ngy tip xc trc tip vi khch hng. Trong iu kin cnh tranh khc nghit th con ngi cng tr thnh yu t c vai tr ti quan trng trong vic nng cao nng lc cnh tranh.
4

PHN 2: TNG QUAN V THNG MI IN T 2.1. Khi nim thng mi in t Thng mi in t (cn gi l E-Commerce hay E-Business): l quy trnh mua bn hng ha v dch v thng qua cc phng tin in t v mng vin thng, c bit l qua my tnh v mng Internet. Thng mi in t (Electronic Commerce), mt yu t hp thnh ca nn "Kinh t s ha", l hnh thi hot ng thng mi bng cc phng php in t; l vic trao i thng tin thng mi thng qua cc phng tin cng ngh in t m ni chung l khng cn phi in ra giy trong bt c cng on no ca qu trnh giao dch (nn cn gi l "Thng mi khng c giy t"). - "Thng tin"(information): trong khi nim trn c hiu l bt c g c th truyn ti bng k thut in t, bao gm c th t, cc tp vn bn, cc c s d liu, cc bn tnh, cc bn v thit k bng my tnh in t, cc hnh ha, qung co, hi hng, n hng, ha n, biu gi, hp ng, cc mu n, cc biu mu, hnh nh ng, m thanh,v.v... - "Thng mi" (commerce): trong khi nim thng mi in t c hiu (nh quy nh trong "o lut mu v thng mi in t" ca Lin hip quc) l mi vn ny sinh ra t mi mi quan h mang tnh cht thng mi (commercial), d c hay khng c hp ng. Cc mi quan h mang tnh thng mi bao gm bt c giao dch thng mi no v cung cp hoc trao i hng ha, dch v; tho thun phn phi, i din hoc i l thng mi; y thc hoa hng, cho thu di hn; xy dng cc cng trnh; t vn; k thut cng trnh; u t; cp vn; ngn hng; bo him; tha thun khai thc hoc t nhng; lin doanh v cc hnh thc khc v hp tc cng nghip hoc kinh doanh; chuyn ch hng ha hay hnh khch bng ng bin, ng khng, ng st, ng b; v.v.v...

Nh vy, phm vi ca thng mi in t (E-commerce) rt rng, bao qut hu nh mi hnh thi hot ng kinh t, m khng ch bao gm bun bn hng ha v dch v; bun bn hng ho v dch v ch l mt trong hng nghn lnh vc p dng ca thng mi in t. 2.2. Li ch ca thng mi in t - Qung b thng tin v tip th cho mt th trng ton cu vi chi ph cc thp. Ch vi vi chc -la M mi thng, bn c th a thng tin qung co ca bn n vi vi trm triu ngi xem t cc ni trn th gii. y l iu m ch c Thng Mi in T lm c cho doanh nghip. Th so snh vi mt qung co trn bo Tui Tr vi vi triu c gi, mi ln qung co bn phi tr t nht 50 -la M, cn nu bn c mt website ca mnh, bn c th qung co thng tin 24 gi mi ngy, 7 ngy mi tun, v lng c gi ca bn l hng trm triu ngi t mi ni trn th gii. Chi ph cho website ca bn mi thng c tnh (kinh t nht) l: 5 -la M chi ph lu tr trc tuyn (hosting), 10-20 -la M tr cho chi ph qung co (lit k a ch web ca bn trn mt dng danh b doanh nghip in t. D nhin, y ch l chi ph ti thiu cho website ca bn. Nu bn c kh nng ti chnh, bn c th thu qung co vi chi ph cao hn mong qung co tt hn. - Dch v tt hn cho khch hng: Vi Thng Mi in T, bn c th cung cp catalogue, brochure, thng tin, bng bo gi cho i tng khch hng mt cch cc k nhanh chng, bn c th to iu kin cho khch hng mua hng trc tip t trn mng v.v Ni tm li, Thng Mi in T mang li cho bn cc cng c lm hi lng khch hng, bi trong thi i ngy nay, yu t thi gian thc s l vng bc, khng ai c kin nhn phi ch i thng tin trong vi ngy. Hn na, ngy nay cht lng dch v v thi phc v l nhng yu t rt quan trng trong vic tm v gi khch hng. Nu bn khng x l yu cu thng tin ca i tng quan tm mt cch nhanh chng, h s khng kin nhn m ch bn, trong khi c bit bao i th cnh tranh ang sn n h. - Tng doanh thu: Vi Thng Mi in T, i tng khch hng ca bn gi y khng cn b gii hn v mt a l, hay thi gian lm vic. Bn khng ch c th bn hng cho c dn trong thnh ph ca bn, m bn cn c th bn hng trong
6

ton b Vit Nam hoc cc nc khc. Bn khng ngi ch khch hng t tm n vi bn m bn ang tch cc v ch ng i tm khch hng cho mnh. V th, chc chn rng s lng khch hng ca bn s tng ln ng k dn n tng doanh thu. l iu m doanh nghip no cng m c. Tuy nhin, cng xin nhc li vi bn rng cht lng v gi c sn phm hay dch v ca bn phi tt, nu khng, Thng Mi in T cng khng gip g c cho bn. - Gim chi ph hot ng: Vi Thng mi in t, bn khng phi tn km nhiu cho vic thu ca hng, mt bng, ng o nhn vin phc v, bn cng khng cn phi u t nhiu cho kho cha... Ch cn khong 10 triu ng xy dng mt website bn hng qua mng, sau chi ph vn hnh website mi thng khng qu mt triu ng. Nu website ca bn ch l trng by thng tin, hnh nh sn phm, bn tit kim c chi ph in n brochure, catalogue v c chi ph gi bu in nhng n phm ny. V c bit nu doanh nghip bn lm hng xut khu, bn c th ngi nh v tm kim khch hng qua mng, khng cn phi tn km nhiu cho nhng chuyn ch thn xut ngoi. - Li th cnh tranh: Vic kinh doanh trn mng l mt sn chi cho s sng to, ni y, bn tha h p dng nhng tng hay nht, mi nht v dch v h tr, chin lc tip th v.v V mt khi tt c cc i th cnh tranh ca bn u p dng Thng Mi in T, th phn thng s thuc v ai sng to hay nht to ra nt c trng cho doanh nghip, sn phm, dch v ca mnh c th thu ht v gi c khch hng. 2.3. Mt s hnh thc phn loi thng mi in t Cc giao dch ca thng mi in t din ra bn trong v gia ba nhm t chc ch yu l: doanh nghip, cc c quan nh nc (Chnh ph) v ngi tiu dng. Da vo cc ch th tham gia giao dch thng mi in t ngi ta phn thnh cc loi m hnh giao dch thng mi in t nh sau: S 2.1 Cc m hnh giao dch in t ca cc t chc

(Ngun: www.thuongmaidientu.edu.vn) 2.3.1. M hnh giao dch doanh nghip ngi tiu dng (B2C) Do i tng tham gia m hnh giao dch ny gm doanh nghip v ngi tiu dng nn thng mi in t dng B2C c sc lan ta mnh v thng c x hi ch . y cng l phng thc thng c doanh nghip la chn khi bc u trin khai ng dng thng mi in t, c bit vi nhng doanh nghip va v nh hng ti phc v i tng ngi tiu dng. Ta c th rt ra mt s nhn nh sau: - im mu cht quyt nh thnh cng ca mt website thng mi in t B2C l kh nng thu ht v duy tr s quan tm ca ngi tiu dng. M hnh kinh doanh thng mi in t theo phng thc B2C ph hp hn vi cc doanh nghip thng mi dch v. - Thnh cng ca cc cng ty theo m hnh B2C l nh vo nhng thun li trong vic mua hng m h c th cung cp cho khch hng. Qu trnh ny c phn tng t vi dch v khch hng kiu c. Cc cng ty nh Amazon.com vv.. thu ht
8

c ng o khch hng trc tuyn ch yu l nh vo vic p ng mt cch hon ho nhu cu ca h. S 2.2. M hnh thng mi in t B2C

(Ngun:www.thuongmaidientu.edu.vn) 2.3.2. M hnh giao dch doanh nghip - doanh nghip (B2B) Gia cc doanh nghip, thng mi in t c s dng trao i d liu, mua bn v thanh ton hng ho v dch v. V mt cng ngh trong khi B2C ch yu s dng ca hng o trn mng, m hnh B2B ch yu s dng trao i d liu in t (EDI). V thanh ton, trong m hnh dng B2B vic thanh ton c tin hnh trn c s quyt ton b tr vo cui k v c th thc hin theo phng thc truyn thng m vn khng lm gim ngha ca n. Trong khi m hnh B2C, vic thanh ton c quan tm c bit v mua hng ln no thanh ton ln . y l ch khc nhau cn bn gia hai loi m hnh B2B v B2C. C nhiu kiu m hnh B2B cho cc kiu kinh doanh khc nhau, trong c trng nht l cc m hnh sau: M hnh bn hng thng qua h thng cc i l M hnh mua hng thng qua tp hp cc nh cung cp M hnh hn hp m rng extended site (ES) M hnh bn u gi M hnh gi thu S 2.3. M hnh thng mi in t B2B
9

2.3.3. M hnh giao dch gia khch hng v khch hng (C2C) Phng thc giao dch thng mi in t C2C din ra gia cc c nhn ngi tiu dng vi nhau, c nhn ngi tiu dng a thng tin v sn phm trn mng ngi mua xem thng tin v t mua cc phin giao dch din gia trc tip. M hnh C2C ph thuc rt nhiu vo trnh thng mi in t, i hi tng c nhn tham gia giao dch kin thc v hiu bit rt r v thng mi in t. Khc hn so vi thng mi in t B2C hoc B2B l nhng m hnh kinh doanh da trn doanh nghip v do doanh nghip lm ng lc. Hin nay tc pht trin kh nhanh v s lng trang web cng nh lng thng tin ng trn tng trang. y l nhng website thng tin v cc loi hng ha v dch v cn bn, cn mua, i cng vi mt s tin ch nh tm kim, t vn tiu dng, v.v... - c im ca m hnh ny: + M hnh ny bao gm giao dch gia nhng khch hng. y, khch hng thc hin vic mua bn trc tip vi khch hng khc. V d tiu biu nh: http://www.ebay.com/ v http://www.bazee.com/ l trng hp in hnh m thng qua , ngi bn c th qung co v bn sn phm ca mnh ti ngi mua khc. Nhng thc hin cc giao dch ny th ngi bn v ngi mua phi ng k vi
10

nh cung cp dch v trn cc site thng mi in t m mnh mun thc hin mua v bn. + ng thi ngi bn phi tr mt khong ph c nh cho nh cung cp dch v ( y l cc site thng mi in t), ngi mua c th tr gi cho sn phm mnh mua m khng cn tr bt k mt khon ph noV d: ebay.com, Chodientu.vn, Half.com S 2.4. M hnh thng mi in t C2C

(Ngun:www.thuongmaidientu.edu.vn) 2.3.4. M hnh giao dch gia khch hng v doanh nghip (C2B) Trong m hnh ny i tng ch yu l khch hng v doanh nghip c im ca m hnh ny cng tng t nh m hnh B2C, nh y khch hng (c nhn) l ngi bn, cn doanh nghip l ngi mua. Trong m hnh ny th ngi khch hng l ngi bn trc tip a ra cc thng tin v sn phm nhn t hng x l v gi sn phm doanh nghip l ngi mua (xem thng tin sn phm v t mua sn phm) S 2.5 M hnh thng mi in t C2B
11

(Ngun:www.thuongmaidientu.edu.vn) 2.4. nh gi nhu cu s dng thng mi in t trn th gii Theo bo co thng mi in t 2005 ca UNCTAD, tc tng trng v s lng ngi s dng Internet ton cu l 15,1%, thp hn so vi 2 nm trc (26%). Tuy s ngi s dng Internet ngy cng tng nhanh Chu Phi (56%), ng Nam v SNG (74%) nhng nhn chung khong cch gia cc nc pht trin v ang pht trin vn rt ln (ch 1,1% ngi dn Chu Phi truy cp c Internet nm 2003 so vi 55,7% ca dn c Bc M). Nhm tn dng trit tnh nng ca Internet, ngi s dng khng ch cn c kt ni m h cn cn kt ni nhanh vi cht lng tt. Trong mt s ng dng kinh doanh in t, bng thng rng tr thnh mt iu kin khng th thiu. Nu cc doanh nghip va v nh cc nc ang pht trin khng th truy cp Internet bng rng, h kh c th trin khai cc chin lc ICT nhm ci thin nng sut lao ng trong nhng mng tm kim v duy tr khch hng, kho vn v qun l hng tn. Hin nay, M chim hn 80% t l TMT ton cu, v tuy dung lng ny s gim dn, song M vn c kh nng ln cho vic chim ti trn 70% t l TMT ton cu trong 10-15 nm ti. Mc d mt s nc chu nh Singapore v Hong Kong (Trung Quc) pht trin rt nhanh v rt hiu qu, thng mi in t t cc nc khc chu lc ny u cn pht trin chm. Thng mi in t khng ch gii quyt nhng yu cu thit yu, cp bch trn cc lnh vc nh h thng giao dch hng ho, in t ho tin t v phng n an ton
12

thng tin..., m hot ng thc t ca n cn to ra nhng hiu qu v li ch m m hnh pht trin ca thng mi truyn thng khng th snh kp (v d, trng hp hiu sch Amazon, trang web u gi eBay). Chnh v tim lc ht sc to ln ca thng mi in t nn chnh ph cc nc u ht sc ch trng vn ny. Nhiu nc ang c chnh sch v k hoch hnh ng y mnh s pht trin ca thng mi in t nc mnh, nhm nm bt c hi ca tin b cng ngh thng tin nng cao nng lc cnh tranh quc t, thc y s pht trin kinh t ca t nc, ginh ly v tr thun li trong x hi thng tin tng lai. Khong cch ng dng thng mi in t gia cc nc pht trin v ang pht trin vn cn rt ln. Cc nc pht trin chim hn 90% tng gi tr giao dch thng mi in t ton cu, trong ring phn ca Bc M v chu u ln ti trn 80%. Phng thc kinh doanh B2B ang v s chim u th ni tri so vi B2C trong cc giao dch thng mi in t ton cu. Trong phng thc B2C, loi hnh bn l tng hp (siu th thng mi in t) d chim t l khng cao trong tng s ca hng bn l trc tuyn nhng li nm gi phn ln gi tr giao dch B2C trn th trng o. Vic kt hp ca hng bn l trc tuyn vi cc knh phn phi truyn thng hin vn l phng thc c nhiu nh kinh doanh la chn. 2.5. Xu hng pht trin thng mi in t ti Vit Nam Thng mi in t l lnh vc hot ng kinh t khng cn xa l vi nhiu quc gia, bi nhng tnh u vit ca n nh t tn thi gian, cng sc, tin bc cho nhng giao dch kinh t, trong khi cch lm truyn thng khi gii thiu sn phm l phi chuyn hng ha sang tn ni, nhng hng mu ny c th mt hng thng mi c th n c cc th trng ny, dn n chi ph cao v sn phm c th gim cht lng. Do , vic p dng thng mi in t trong hot ng kinh doanh l mt xu th tt yu ca thi i, v Vit Nam trong qu trnh hi nhp cng khng nm ngoi xu hng pht trin chung . Thc t nc ta cng cho thy, khng t doanh nghip p dng thng mi in t cng nh tham gia vo sn giao dch thng mi in t mang li nhng kt qu rt kh quan.
13

Trong nn kinh t th trng cnh tranh khc lit hin nay, nhu cu gii thiu, qung b v sn phm, hnh nh doanh nghip mt ngy cng gia tng v tr nn cp thit, trong chi ph v hiu qu l vn thng c t ra. Thc t cho thy, thng mi in t c th p ng tt c cc nhu cu vi chi ph thp nht v hiu qu cao nht. Theo tnh ton ca cc chuyn gia kinh t, thng mi in t gip ngi tiu dng v cc doanh nghip gim ng k thi gian v chi ph giao dch (giao dch c hiu l qu trnh t qung co, tip xc ban u, giao dch t hng, giao hng, thanh ton). C th, thi gian giao dch qua Internet ch bng 7% thi gian giao dch qua Fax, bng khong 0,5% thi gian giao dch qua bu in; Chi ph giao dch qua Internet ch bng 5% chi ph giao dch qua Fax hay qua bu in chuyn pht nhanh; Chi ph thanh ton in t qua Internet ch bng 10-20% chi ph thanh ton theo li thng thng. Trong hai yu t ct gim ny, yu t thi gian ng k hn, v vic nhanh chng thng tin hng ha n ngi tiu dng m khng phi qua trung gian c ngha sng cn trong cnh tranh kinh doanh. Khi cp n thng mi in t, nhiu doanh nghip, nht l nhng doanh nghip nh t ra ngn ngi do ngh chi ph u t cao so vi hiu qu mang li. Tuy nhin, cc chuyn gia khoa Thng mi in t (Trng i hc Thng mi) cho bit, ch cn khong 10 triu ng xy dng mt Website bn hng qua mng, v chi ph vn hnh Website mi thng khng qu 1 triu ng, doanh nghip c th ngi nh v tm kim khch hng qua mng, khng cn phi tn nhiu chi ph v thi gian cho nhng chuyn cng tc xa hay ch thn xut ngoi nh i vi phng php truyn thng. Thi gian qua, c rt nhiu cc website v thng mi in t ra i vi cc dng doanh nghip vi doanh nghip, doanh nghip vi khch hng hay khch hng vi khch hng. Nhiu doanh nghip bt u lp cc website ring phc v cho vic tip th, qung b bn hng, h tr bn hng cng nh tm kim th trng, m rng th trng ra khp th gii. Tuy nhin, thng mi in t nc ta cha c nhng bc tin di do ngi tiu dng v c doanh nghip cha tht s hiu r li ch
14

ca thng mi in t em li. V vy, ngi tiu dng th xem cc trang bn hng trn mng l c tr bp, ch dng tham kho, cn doanh nghip th lm cho c, thiu cp nht thng tin thc t. Theo iu tra ca V thng mi in t (B Thng Mi), hin nc ta c hn 98,3% doanh nghip c website gii thiu v doanh nghip mnh, trong c n hn 62,5% website ch dng gii thiu sn phm, dch v v ch c khong 27,4% cho php t hng qua mng trong s website c h tr thanh ton trc tuyn ch hn 3,2%. Bn cnh , mt hn ch rt ln trong thi gian qua ca thng mi in t nc ta l thanh ton trc tuyn, bi mu cht mt thng v thng mi in t thnh cng l phi c h thng m bo ca ngn hng. Yu cu ny li cng quan trng hn i vi cc nc nhp khu hng ha nc ta. Do , thng mi in t tht s l gii php kinh doanh mang li hiu qu cao, cc doanh nghip xut khu nn lin h vi cc ngn hng c uy tn c h cp chng nhn bo m v ti chnh, cng nh lin h vi cc t chc an ninh mng c chng ch bo mt, an ton trong giao dch in t. Ni chung, trong thi gian qua thng mi in t nc ta c nhng bc pht trin ng k, bi nhng li ch to ln m chng mang li cho doanh nghip. Tuy nhin, trn bnh din chung, ngi tiu dng v doanh nghip vn cha thy ht hiu qu m thng mi in t em li nn vn cn thiu s quan tm, s u t loi hnh kinh doanh ny pht huy ti a th mnh ca mnh.

15

PHN 3. DCH V CHM SC KHCH HNG CA ZAPPOS.COM 3.1. Tng quan v Zappos.com

Nm 1999, Tony Hsieh v Nick Swinmurn sng lp ra website chuyn bn hng qua mng ShoeSite.com. V sau ny khi quyt nh tp trung kinh doanh vo nng cao dch v chm sc khch hng, h i tn website thnh Zappos.com. Zappos bt ngun t zapatos theo ting Ty Ban Nha ngha l giy. Zappos l ci tn da theo t zapatos gi nh cc v iu cung nhit, cun ht trn nhng i giy Tn Ban Nha. to c s khc bit trong hng trm, hng ngn trang web bn hng trc tuyn cn li, Tony i hi Zappos phi c nhng dch v khch hng tuyt ho nht, bt chp nhng ph tn v giao nhn. l l do ti sao n nay, Zappos ni ting khp th gii, khng phi v hng triu nhn hiu giy dp bn ra m chnh l dch v ca n: sau khi mua giy trong vng 365 ngy, nu bn mun i, nhn vin s n tn nh giao nhn, sn sng giao hng trong m, trung tm giao dch hot ng 24/7

16

V t nhng im khc bit ny, vi khi u gn nh khng c g nm 1999, ch vi mt trang web duy nht, sau gn 10 nm, n nm 2008, doanh thu ca Zappos ln n 4,3 t USD (theo s liu bo co t Forrester Research). Ngy 22/07/2009 va qua l mt bc ngot lch s i vi Cng ty Zappos khi h chnh thc st nhp vo cng ty bn hng trc tuyn ln nht th gii, Amazon, vi chi ph mua li ln n khong 850 triu USD. y l cuc st nhp ln nht trong lch s ca Amazon. y l mt ngy trng i trong lch s pht trin ca Zappos, ha hn nhng bc t ph mnh m hn ca trang web ny trong tng lai. Ti Zappos c 10 gi tr ct li m tt c cc nhn vin phi ghi nh v m bo thc hin. l: 1. To ra s ngc nhin (WOW) thng qua dch v cung cp cho khch hng. 2. Cam kt v theo ui s i mi 3. To ra nim vui v mt cht g k quc. 4. Chp nhn phiu lu, sng to v phng khong. 5. C tinh thn thng tin v hc hi. 6. Xy dng mi quan h cng khai, r rng v chn tht vi gii truyn thng. 7. Xy dng nhm lm vic tch cc vi tinh thn gia nh. 8. Ni t, lm nhiu 9. am m & quyt on. 10. Khim tn.

3.2. Dch v chm sc khch hng ti Zappos.com

17

Zappos rt ni ting v cht lng chm sc khch hng bn ngoi. lm c iu ny h xy dng c mt nn tng rt tt cho dch v chm sc khch hng bn ngoi l dch v khch hng bn trong. V chng ta hy cng tm hiu xem h xy dng dch v chm sc khch hng nh th no. Nh trnh by phn c s l lun, chng ti s tm hiu v hai loi dch v: dch v chm sc khch hng bn ngoi v dch v chm sc khch hng bn trong . 3.2.1. Dch v chm sc khch hng bn ngoi Trc khi tm hiu c th v dch v chm sc khch hng bn ngoi ca Zappos, hy cng chng ti tm hiu v cng thc PACT trong dch v chm sc khch hng. 3.2.1.1. Cng thc PACT trong dch v chm sc khch hng Trong dch v chm sc khch hng, cng thc PACT s lm va lng khch hng v nh c ngy mt nhiu hn cc khch hng trung thnh. Mc d c kh nhiu kha cnh a dng khc nhau trong phc v v tho mn cc khch hng nhng tt c u c th bt ngun t cng thc PACT. C th ni, mi dch v v s tho mn u quay xung quanh cng thc PACT ca bn vi khch hng. - Khi bn c mt Quy trnh (P_Process) tt, bn s p ng cc mong i ca khch hng. - Nu nhn vin ca bn c mt Thi (A_Attitude) tch cc, bn ang gy ngc nhin th v cho khch hng. - Vi nhng Giao tip (C_Communication) hiu qu, bn lun cung cp thng tin cho cc khch hng. - Khi bn thc hin ng hn (T_Time), bn tho mn cc khch hng. Bi vy, c cng thc PACT tht y , chng ta ang lm thch th cc khch hng. s l cha kho thnh cng cho mi doanh nghip chng ta lm hi lng khch hng ca mnh.
18

3.2.1.2. ng dng cng thc PACT vii dch v chm sc khch hng bn ngoi ca Zappos.com
Ch ci u tin P : Quy trnh (P_Process)

S 2.1 Quy trnh bn v chm sc khch hng ti Zappos

Trung tm chm sc khch hng

t hng v thanh ton qua website

Vn chuyn

i tr hng

(Ngun:t tng hp) - t hng v thanh ton qua website. L 1 trang thng mi in t, website Zappos.com thc s l 1 website ht sc tin li cho khch hng. Vi 96% doanh thu t website, dch v khch hng c cung cp di hnh thc chuyn pht nhanh v min ph, la chn a dng vi hn 1200 nhn hiu ca 2.9 triu sn phm, cung cp mi kch c hng ho, giao din website thn thin vi khch hng. Khch hng c th d dng tm kim hng ho theo kch c, phong cch, chiu rng, mu sc, gii tnh v h c th tm c hng chc hoc hng trm sn phm p ng yu cu. khng lm ht hng khch hng trong trng hp t hng m khng c sn phm, Zappos ch hin th ln website ca mnh nhng sn phm ang c trong kho
19

(thc t mt sn phm c lng tn trong kho di 25% doanh s bn hng cng b xem l thiu. t hng v thanh ton khi mua hng trn Zappos.com, khch hng cn thc hin 6 cng on sau: + Khch hng (t mt my tnh ti mt ni no ) in nhng thng tin thanh ton v i ch lin h vo n t hng (Order Form) ca www.zappos.com. Zappos nhn c yu cu mua hng ho hay dch v ca khch hng s phn hi xc nhn tm tt li nhng thng tin cn thit nhng mt hng chn, a ch giao nhn v s phiu t hng. + Khch hng kim tra li cc thng tin v kch (click) vo nt (button) "t hng", t bn phm hay chut (mouse) ca my tnh, gi thng tin tr v cho Zappos. + Zappos nhn v lu tr thng tin t hng ng thi chuyn tip thng tin thanh ton (s th tn dng, ngy o hn, ch th ...) c m ho n my ch (Server, thit b x l d liu) ca Trung tm cung cp dch v x l th trn mng Internet. Vi qu trnh m ha cc thng tin thanh ton ca khch hng c bo mt an ton nhm chng gian ln trong cc giao dch (chng hn doanh nghip s khng bit c thng tin v th tn dng ca khch hng). + Khi Trung tm X l th tn dng nhn c thng tin thanh ton, s gii m thng tin v x l giao dch ng sau bc tng la (FireWall) v tch ri mng Internet (off the Internet), nhm mc ch bo mt tuyt i cho cc giao dch thng mi, nh dng li giao dch v chuyn tip thng tin thanh ton n ngn hng ca doanh nghip (Acquirer) theo mt ng dy thu bao ring (mt ng truyn s liu ring bit). + Ngn hng ca doanh nghip gi thng ip in t yu cu thanh ton (authorization request) n ngn hng hoc cng ty cung cp th tn dng ca khch
20

hng (Issuer). V t chc ti chnh ny s phn hi l ng hoc t chi thanh ton n trung tm x l th tn dng trn mng Internet. + Trung tm x l th tn dng trn Internet s tip tc chuyn tip nhng thng tin phn hi trn n doanh nghip, v ty theo doanh nghip thng bo cho khch hng c r l n t hng s c thc hin hay khng. Ton b thi gian thc hin mt giao dch qua mng t bc 1 -> bc 6 c x l trong khong 15 - 20 giy. - Vn chuyn + Vn chuyn min ph Zappos rt nhit tnh theo ui nhng dch v xut sc - h khng ch mun lm hi lng khch hng m cn mun khin khch hng phi ngc nhin. Trong khi nhiu website khc tnh ph vn chuyn th h hon ton vn chuyn min ph cho khch hng + Vn chuyn nhanh chng Zappos t nh kho v trung tm vn chuyn c t ti Kentucky, kh gn nhau tin li cho vic giao hng. Khong thi gian trung bnh lc nhn c n hng cho ti khi gi hng c chuyn ra xe ti l 45 pht i vi n hng mt sn phm v 3 gi i vi n hng nhiu sn phm. Hu ht cc cng ty khc phi mt n vi gi, thm ch l vi ngy, chng c cng ty no li ch mt c my chc pht. Nhng hng ho c t vo trc 1 gi sng s c chuyn ti cho khch hng ngay ngy hm sau v tr s ca Zappos ngay st cng ty vn chuyn ca hng, UPS. H c gng y nhanh tc vo bui ti nhng sn phm s c mt sn bay trc 2 gi sng. H cam kt giao hng min ph ti tn tay khch hng trong vng bn ngy. Ch ring iu l kh tt ri. Nhng thng th h giao hng ngay ngy hm sau - v
21

y chnh l iu em li mt n tng kh phai trong lng khch hng: "Cc anh bo ch 4 ngy, th m ngay sng hm sau ti nhn c ri". - i tr hng Nu sau khi nhn c hng m khch hng khng va , h c th gi tr li cho Zappos nh vo chnh sch i tr hng min ph sau khi mua trong vng 365 ngy. V t bit, chi ph vn chuyn khch hng gi tr li sn phm c chi tr hon ton bi Zappos. Mt chuyn gia kinh t ni chuyn vi cc khch hng. C y t cho h cu hi: "Cc bn c ai bit v Zappos khng? Hu ht tt c nhng ngi chuyn s dng Zappos li l ph n. Ti sao li vy? Bi v h thch giy dp nhng khng c thi gian i ti cc ca hng hay quay li . Ti ngh rng chnh l s khc bit. Zappos khng ch tit kim thi gian cho khch hng, m cn gip h gim ri ro mua phi sn phm gi. Khi nhng ri ro ny gim bt, nim tin ca khch hng vo sn phm s tng ln v h s mua hng nhiu hn. V nhng khch hng s dng sn phm ca Zappos c ti t cu hi u l nhng ngi cc k trung thnh. Ti sao li c s trung thnh ? a s cc nh bn l v nh sn xut khng thch b tr li hng ha v lm mi cch ngn cn iu ny xy ra. Hng tr li c v von l "nhng ch vt xu x trong lnh vc bn l. Nhng Zappos v mt s nh cc nh sn xut hay nh bn l (ang ngy cng tng) tm mi cch nng cao nhu cu tiu dng v lng trung thnh ca khch hng. Nhng tng i ngc vi phn on thng thng nh th ny li c ngha to ln trong vic thc y pht trin cc chin lc i mi. Trung tm chm sc khch hng

22

Mc d a phn khch hng t hng trc tip qua website, trung bnh mi ngy thnh vin ca nhm chm sc khch hng trung thnh (customer loyalty team) phi x l 5.100 cuc gi. Nhn vin CLT c coi l nhng ngi gii quyt vn , bi hu ht cc khch hng gi in ti hi l do h khng th tm c cu tr li trn website ca Zappos. V d, nhn vin c th gip khch hng tm sn phm ca mt nhn hiu m Zappos khng bn. Ngha l, trong trng hp ny, nhn vin s h tr khch hng tm sn phm trn website ca nhng i th cnh tranh. rt nhiu trung tm dch v khch hng, cc nhn vin b gii hn thi gian hon thnh mt cuc gi ca khch hng, khong 180 giy hoc t hn. Tuy nhin Zappos th khng, bi h mun khch hng thy mnh c coi trng. T duy ca chng ti l khi lm vy, khch hng s chia s iu ny vi 10 ngi thn thit nht v ri nhng ngi cng s tr thnh khch hng ca chng ti. Cc thnh vin CLT ca Zappos gi chn khch hng bng cht lng dch v hon ho. Nhng thnh vin CLT c u quyn, thm ch khuyn khch dnh nhiu thi gian h tr khch hng, tr li cu hi v khc phc s c. Ngy 5/7/2009, mt thnh vin nhm CLT lp k lc vi cuc gi ko di 5 ting 20 pht ca mt khch hng n quan tm ti mt hng giy MBT, loi giy c ci tin nhm tng kh nng i li trn nhng b mt mm v g gh (k lc c l cuc gi hn 4 gi ca mt ph n v s kh chu khi i giy). Cc cuc tr chuyn vi khc hng thng to cm gic thn mt v chia s. i khi h hi khch hng v nhng ngi thn trong gia nh, v c nhng khch hng thm ch cn k cho h v tui th ca mnh. Sau cuc tr chuyn nh vy, cc nhn vin CLT s gi th cm n vit tay ti khch hng hng ngn bc mi thng v gi hoa hay ko thay cho li cm thng hay chc mng. Tony Hsieh CEO ca Zappos tng nhc nh rng phi khng ngng ci thin dch v: Nu khng phi bn tm v chi ph, chc chng ta c th chuyn vi cho khch hng bng my bay ch. Mt trong nhng chi ph cao nht l chi ph nhn lc (hn 25% s nhn vin trong cng ty l thnh vin ca CLT vi thu nhp 14 15 -la mi gi ) v chi ph
23

vn chuyn chim 17% doanh thu (con s ny cao hn so vi nhng hng bn l khc v Zappos chi tr cho nhng dch v chuyn ch cao cp hn). Ngoi ra, Zappos sn sng gii thiu khch hng n vi cc cng ty cnh tranh khc, ni m h c th tm thy sn phm mong mun khi m Zappos ht hng hoc cha cung cp. Zappos khuyn khch khch hng ca mnh gi ti trung tm khch hng bt c lc no v vi bt k ni dung no m h mong mun. Zappos khng quy nh mi cuc gi t khch hng s gii hn trong bao lu, hay ni dung tr li ca in thoi vin s theo mt kch bn no, tt c ch nhm mt mc ch duy nht: lm hi lng khch hng sau cuc gi. C cu truyn rng: sau khi lm vic, Tony cng cc nh u t ca mnh quyt nh ra ngoi n ti. Mt trong s nh u t mun n pizza nhng li khng bit quanh y c nh hng pizza no ang cn hot ng trong ci gi khuya th ny. Th l h quyt nh a trung tm khch hng ca Zappos bng cch gi ti xin a ch cc nh hng pizza vn ang m ca. Sau mt khong thi gian ngn tm kim thng tin, in thoi vin cung cp cho h danh sch cc nh hng pizza gn y vn cn hot ng. Zappos c ch trng ch thu nhng ngi vui v v lc quan vo lm vic, ng thi lun c gng to ra mi trng thn thin v ha ng cho mi nhn vin. Phng chm ca Zappos l: Bn khng th khin khch hng hi lng nu khng c nhng nhn vin vui v v bn cng khng th c nhng nhn vin vui v nu vn ha doanh nghip ca cng ty bn khng hp dn v to cm hng cho nhn vin. Theo nh gi ca tp ch Fortune, Zappos.com ng th 23 trong danh sch 100 cng ty c mi trng lm vic tt nht nm 2009. Khi nhn vin vui vi cng vic s ng gp mc cao nht cho cng ty v cung cp cc dch v hon ho cho khch hng. Mi nhn vin u l i s ca cng ty, u lm cng tc tip th ch khng ch c nhn vin bn hng hay ban gim c. D nhin Zappos.com cng khng b l vic s dng truyn

24

thng x hi nh mt cng c nhn vin tng tc vi th trng v khch hng trong blog v Twitter l hai cng c c s dng nhiu nht. Ch ci th hai A :Thi (A_Attitudes) Ngay t nhng ngy u thnh lp, Zappos tp trung vn tuyn dng nhn s ca mnh theo 2 hng: mt hng l thu nhng nhn vin c qu trnh o to v kinh nghim tt, hng khc l thu nhng nhn vin ph hp vi vn ha ca cng ty. Qua nhiu nm, Zappos sa thi mt lng ln nhn vin giu kinh nghim ca mnh v l do n gin: h khng ph hp vi vn ha cng ty. Vn ny c Tony th hin r: chng ti thu h v thi hn l v kinh nghim. Hy th c mt cu chuyn ca khch hng trn Facebook khi c gi ny mun gi tr mt i giy khng va ca m c cho Zappos nhng khng may, ngi m qua i ngay khi c va ngh gi tr: Khi ti tr v nh sau l tang, ti nhn c email ca Zappos hi v i giy v h vn cha nhn c. V ang ri tung nn ti nh tr li rng m ti va mt nhng ti s tr giy ngay khi c th. Ngay lp tc, h ni s sp xp ngi n nhn giy, ti khng cn lm g c. Lc ti rt cm ng. Hm sau, ti nhn c mt lng hoa ly v hoa hng trng mut km theo mt tm thip chia bun t Zappos. Sut na th ti a ln khc vi mn qu ny, tht s ti khng ngh mt cng ty khng l tr gi hng t USD nh h li c th quan tm n tng khch hng chu o n vy! Ch mt hnh ng n gin nhng th hin s cm thng v s chia ca Zappos vi khch hng, khng phi vi khch hng VIP, hay khch hng chin lc, r rng Zappos thnh cng trong cng cuc chinh phc tri tim ca khch hng. Ch ci th ba C : Giao tip (Communication) L mt cng ty bn hng qua mng, Zappos rt quan tm ti vic o to thi phc v ca nhn vin vi khch hng. Zappos.com giao tip vi khch hng thng qua cc phng thc.
25

- Gp mt trc tip: Nhng nhn vin gp mt trc tip vi khch hng chnh l nhng nhn vin thuc b phn giao nhn ca Zappos. H c nhim v a sn phm ca cng ty ti tay khch hng v nhn li nhng sn phm m khch hng mun tr li cho cng ty. H c o to rt k v cch giao tip vi khch hng. - in thoi: Thng qua trung tm chm sc khch hng ca Zappos. Bn cnh Internet, trung tm chm sc khch hng ca Zappos hng ngy phi tip nhn rt nhiu cuc in thoi t khch hng gii quyt cc vn cho khch hng. Zappos cn l bc thy trong ngh thut phc v qua in thoi - vn l "h en t thn" ca hu ht cc nh bn l qua Internet. i ng nhn vin trc tng i thng minh, hi hc ca h lc no cng sn lng lm mi vic khin bn hi lng. Khng c kch bn son sn, khng c gii hn cuc gi, khng c nhng hnh ng my mc nh robot, v c v vn nhng cu chuyn "huyn thoi" v s lin lc gia Zappos vi khch hng ca h. - Internet: Internet l phng tin chnh Zappos giao tip vi khch hng. Zappos tn dng rt tt phng tin ny giao tip vi khch hng. Khch hng khng ch c giao tip vi Zappos m cn c th giao tip vi chnh cc nhn vin ca Zappos. + Giao tip vi cng ty: Khch hng hon ton c th giao lu vi cng ty thng qua 2 h thng website: https://www.facebook.com/zappos?sk=wall v http://www.zappos.com/ Cc khch hng c th post tt c nhng thc mc v sn phm ln 2 website ny, t vic mua hng, chn hng n tr li sn phm v ngh t vn v sn phm. ng thi thng qua 2 website ny, cng ty cng a ra nhng thng bo mi nht ca cng ty v cc chng trnh khuyn mi, cc sn phm mi. 2 website ny tr nn c bit hu hiu vi khch hng v h khng ch c th trao i vi cc nhn vin ca Zappos
26

m gia cc khch hng cn c th trao i ln nhau, cho nhau nhng li khuyn nhng li t vn. Nu nh Zappos.com l trang ch, mang chc nng gii thiu sn phm nhiu hn l chc nng lin kt vi khch hng th trn mng x hi facebook, facebook ca Zappos thc s tr thnh cu ni lin kt gia cng ty v khch hng. iu khin khch hng c bit hi lng l bt k mt comment no ca khch hng post ln facebook u c nhn vin ca Zappos tr li rt lch s v khim tn. Ti sao li khim tn bi h thng xuyn nhn c nhng li khen tng, cm n ca khch hng ln trang facebook. Ngoi vic gii p cc thc mc, thng bo cc thng tin mi vi khch hng, nhn vin ch tr trang facebook ca Zappos thc s chia s nhng thng tin, cm ngh khc, nhng s kin khc xy ra trong cuc sng vi khch hng. Nhng status khng lin quan n Zappos ny cng nhn c rt nhiu s quan tm ca khch hng thng qua cc comments.

Mt cch chia s suy ngh ca Zappos v khch hng Trong mt bi vit ca mt khch hng v trang mng x hi facebook ca Zappos, c ni rng c c tt c nhng status cng nh nhng comments gia Zappos v khch hng, c cha bao gi c c mt li no m Zappos yu cu khch hng mua hng ca h, hay qung co trn facebook v sn phm ca h tt nh th no. H lun t khch hng cm nhn v ni ra nhng suy ngh ca mnh.

27

+ Giao tip vi nhn vin: D nhin Zappos cng khng b l vic s dng truyn thng x hi nh mt cng c nhn vin tng tc vi th trng v khch hng. Blog v Twitter l hai th c s dng nhiu nht. Bn cnh li tip cn th trng mang tnh minh bch, truyn thng x hi l mt cch nhn vin chia s thng tin ni b v cc s kin ang din ra ti cng ty, thm ch c nhng xu hng c th nh hng ti cng vic ca h, nhng li khuyn gi gn sc khe, hnh phc gia nh. Trong s i qun ng o gm 1.600 nhn vin ca Zappos, tt c u s dng Twitter c th cp nht cho bn b, ng nghip, v khch hng v nhng hot ng ca h vo bt k lc no. i vi Zappos iu quan trng nht khi giao tip vi khch hng l giao tip chia s ch khng phi giao tip bn hng. Chnh bi vy m h to dng c nim tin v cng to ln ni khch hng v c rt nhiu khch hng trung thnh. Ch ci cui cng l T: Thi gian (Time) Khch hng ch cn 15-20s click chut l gi xong mt n t hng n cho Zappos. H cam kt giao hng min ph ti tn tay khch hng trong vng bn ngy. Ch ring iu l kh tt ri. Nhng thng th h giao hng ngay ngy hm sau. y chnh l iu em li mt n tng kh phai trong lng khch hng: "Cc anh bo ch 4 ngy, th m ngay sng hm sau ti nhn c ri". V h cng ch cn mt ngy ti thu hi li sn phm m khch hng yu cu. Chnh s nhanh chng v chnh xc trong vic giao nhn khin cho khch hng khng ch hi lng m cn rt ngc nhin vi dch v chm sc khch hng ca Zappos. 3.2.2. Dch v chm sc khch hng bn trong Khng ch ch ti vic chm sc cho khch hng bn ngoi m Zappos cn rt ch trng ti vic chm sc cho khch hng bn trong, chnh l nhng nhn vin ca cng ty. Zappos. Khng c nhiu cng ty c nhn vin coi l ni hnh phc nht lm vic nh Zappos.com - cng ty thng mi in t c tr s ti Nevada (M) vi
28

1.500 nhn vin. Theo nh gi ca tp ch Fortune, Zappos.com ng th 23 trong danh sch 100 cng ty c mi trng lm vic tt nht nm 2009. Dch v chm sc khch hng bn trong ca Zappos c th hin 2 kha cnh: - Qu trnh o to + Mun cc nhn vin c th h tr nhau tht tt phc v khch hng mt cch tt nht th iu u tin h phi c o to rt cn thn v chuyn nghip. + Nhn vin mi s hon thnh mt kho o to bn tun k nng chm sc khch hng bt k h c tuyn vo v tr no trong cng ty. Nu khng vt qua c thi gian o to ny, h s b loi khi Zappos, v cng ty s cp cho h 2000 USD trc khi sa thi, iu khon ny c a ra ngay trong tun u tin ca kho o to. Nm 2008, Roger Dana, ngi chu trch nhim pht trin o to truyn thng lp nn mt quy trnh mi gip nhn vin pht trin t cp thp ti cp cao nht. Quy trnh ny yu cu nhn vin phi vt qua 225 gi o to v mc ct li, trong bao gm 160 gi o to v s gn b cho nhng nhn vin mi cng nh nhng kho b sung v truyn thng hiu qu, hun luyn, khc phc tranh chp v gii quyt stress. Kho hc mi nht c tn l Khoa hc ca hnh phc (Science of Happiness), bi v: Mc ch ln ca Zappos chnh l mang hnh phc n vi ton th gii. Thng qua vic tin hnh quy trnh trn, cng ty cng c nhng kho hc nhm gip nhn vin lm ch cc k nng gp phn vo s pht trin chung ca cng ty. Roger Dana cho bit: Quy trnh ny cng gip mi ngi trang b nhng k nng c th tr thnh qun l cp cao trong tng lai. Thc t, sau khi hon thnh kho o to v qun l, qun l vin c th tham gia mt kho o to b sung vi thi lng 39 gi v kh nng lnh o, trong c bao gm mt s kho nh truyn cm hng cho cp di, lnh o theo phong cch ca Zappos, nui dng nn vn ho. Ngoi ra,
29

nhng lnh o mi cn c mi ging dy nhng kho hc mi hoc nhng kho hc trong ni b cc phng ban cng nh thuyt trnh trc cc nhn vin ca Zappos, khch thm quan v trng hc trong vng. - i ng tt vi nhn vin Ch o to thi cha , iu quan trng na l Zappos c nhng ch i ng rt tt vi nhn vin m bo nhn vin cm thy thoi mi trong mi trng lm vic v lun c ng lc lm tt nhng cng vic c giao. Khi tuyn dng nhn vin mi, h t chc mt t o to ko di 4 tun nhn vin mi c th "hp th" y v chin lc, vn ha, v nim am m phc v khch hng. Trong sut thi gian o to, cc nhn vin vn c tr lng y . zappos.com cn cung cp cc dch v nh th vin, n ung, y t hon ton min ph. l cha k vic nhn vin hon thnh cc lp hc m cng ty t chc min ph cng nhiu th lng h cng cao. Hnh phc ca nhn vin chnh l li nhun lu di ca Zappos. Vi Zappos, nhng cng ty tng trng nhanh nhng nhn vin cng thng v khng hnh phc th l tng trng khng bn vng, nu khng ni l s sp sm..

30

PHN 4: VAI TR CA LNH O TRONG CNG TC CHM SC KHCH HNG ng sau thnh cng ca mt doanh nghip l du n rt m nt ca nh lnh o. Zappos c c thnh cng nh ngy hm nay, khng phi l chuyn mt sm mt chiu m c c, l c mt qu trnh lu di, l kt qu ca nhng t duy sng to tin tin v nhng quyt nh dt khot ca ngi lnh o. Gim c iu hnh ca Zappos.com l Tony Hsieh (T Gia Hoa), mt chng trai cn rt tr nhng khng nh c ti nng ca mnh v vn hnh c my Zappos rt tt. V chng ta hy cng phn tch xem anh y th hin vai tr ca mt nh lnh o nh th no trong vic iu hnh dch v chm sc khch hng ca Zappos. 4.1 Vi nt v tiu s ca Tony Hsieh vi trang web Zappos.com Tony Hsieh, CEO ca cng ty bn l giy v qun o trc tuyn Zappos, ni ting vi nhng tiu chun vng v dch v chm sc khch hng cng nh k c vn ha doanh nghip. Hsieh cn l tc gi quyn sch Delivering Happiness c xut bn bi New York Times, thu ht s quan tm v yu thch ca ng o cng ng mng v nhng ngi sao ni ting nh Ashton Kutcher, Demi Moore Tony Hsieh - v CEO c bit ca Zappos - Sinh nm 1974 tt nghip i hc Harvard chuyn ngnh Computer Science. - Nm 1998, bn Cng ty Qung co Trc tuyn Link Exchange cho Microsoft vi s tin 265 triu USD. - Nm 1999, cng vi Nick Swinmurn cho ra i trang web bn giy trc tuyn Zappos.com. Su thng sau, Nick ri b cng ty v Tony tr thnh CEO ca Zappos.

31

- Thng 3-2003, Tony ra quyt nh thay i v dch v khch hng, ch u t mt phn nh vo qung co v u t mnh m vo dch v khch hng: sau khi mua giy trong vng 365 ngy, nu mun i, nhn vin s n tn nh giao nhn, sn sng giao hng trong m, trung tm giao dch hot ng 24/7. - Thng 1-2005, khi ang n ti cng nhau, Tony v hi ng qun tr ngh ra tng di tr s v Las Vegas v ngy khi kt thc ba n, quyt nh bt u c hiu lc. n thng 3.2009, Zappos chuyn ton b cng ty v Las Vegas cho n nay. - Nm 2008, di s lnh o ca Tony Hsieh, tng doanh thu ca Zappos ln n 4,3 t USD. Bn cnh vic kinh doanh giy dp, Zappos m rng hn vi cc mt hng nh ti xch, qun o, mt knh - Ngy 22-7-2009, Zappos chp nhn v vi Amazon vi tng s tin l 850 triu USD, y l mt ngy trng i trong lch s pht trin ca Zappos, ha hn nhng bc t ph mnh m hn ca trang web ny trong tng lai. 4.2. Vai tr Tony Hsieh trong xy dng dch v chm sc khch hng ti Zappos Chng ti phn tch vai tr ca Tony Hsieh theo 6 vai tr ca nh lnh o hin i ca tc gi Howard Gardner trong cun sch "Leading minds. 4.2.1 Vai tr nh hng - Xy dng tm nhn ng n ca nh lnh o 4.2.1.1. Khc bit ha bng vic tp trung xy dng dch v chm sc khch hng Nm 1999, thi im Shoesite (tn u tin ca Zappos) ra i, lc tnh hnh kinh doanh bn l giy dp trn mng ht sc m m. Phn ln khch hng vn mi mit ti tng ca hng tm mua giy dp. Nhng lc Tony Hsieh v bn anh nhn ra mt iu Ngnh cng nghip giy dp t doanh thu 40 t -la ti M v 5% trong s c thc hin thng qua nhng n t hng bng email. y cng l phn khc pht trin nhanh nht trong ngnh cng nghip. Thng mi in t c xu hng tip tc pht trin v ngi ta s c xu hng chn mua nhng i giy, dp nhn thy trn mng. Chnh iu khin anh quyt tm b vn u t cho Zappos, mong rng sau ny Zappos s tr thnh mt website thnh cng nh Amazon.com. V bng tm nhn
32

ca mnh Tony nhanh chng nm bt thi c dn u xu hng mua giy dp thng qua cc trang thng mi in t. Tuy nhin nu ging nh nhng hng khc th tnh hinh kinh doanh ca Zappos c l s m m nh h, tuy nhin v sng lp vin to ra s khc bit nn Zappos thnh cng. Zappos ra i vi nh hng cnh tranh ban u l s tr thnh mt website cung cp mi chng loi giy ca nhiu nhn hiu khc nhau. Tuy nhin 2 sng lp vin ca h l Tony Hsieh v Nick Swinmurn (ngi sau ny ri cng ty v li v tr CEO cho Tony) nhn ra rng tht kh i theo nh hng ny v khi y cc nh sn xut giy khng mun lm vic vi mt cng ty nh m li chuyn bn hng qua mng nh . V nu khng c c s h tr t cc nh sn xut giy, ShoeSite s mt rt nhiu nm c th cung cp a dng nhiu chng loi giy theo ng nh hng ban u vch ra. Do , Tony v Nick quyt nh chuyn ton b ngun lc ca cng ty t nh hng a dng trong vic chn la sang nh hng cung cp Dch v khch hng tt nht. V tn Zappos ra i t .

Ngay t tng,Zappos - Ly i nh hng l mt tm thc ln v trong quan vic chuyn khch hng lm trng thch nim ca khch hng, cm t Dch v chm sc khch hng khng h c ngha g bi h qu nhm vi cc khu hiu kiu ny. Tuy nhin nu thnh cng, h s i c xa hn, v v lu di h s c c mt thng hiu bn l da hon ton trn
33

Cung cp Dch v thay v ph thuc vo cht lng sn phm cung cp. T h c th v hiu ha cnh tranh v m rng sang kinh doanh nhiu chng loi sn phm khc nhau nh giy dp, ti xch (v thc t hin nay h lm nh vy). C 2 sng lp vin Nick v Tony u cho rng thnh cng ca cng ty ngy nay chnh l vic tp trung ti a vo vic cung cp li ch cao nht cho cc thng ca mnh. Ngy nay khi nhc ti Zappos, ngi ta khng nhc ti mt thng hiu c nhng sn phm tt nht th gii nhng chc chn l mt trong nhng thng hiu c dch v chm sc khch hng tuyt vi nht. Zappos thc s tr nn khc bit ha so vi nhiu website thng mi in t khc thi by gi thng qua dch v chm sc khch hng c cng ty. l iu c nh v trong tm tr khch hng, th hin tm nhn ng n ca 2 sng lp vin. to c s khc bit trong hng trm, hng ngn trang web bn hng trc tuyn cn li, Tony i hi Zappos phi c nhng dch v khch hng tuyt ho nht, bt chp nhng ph tn v giao nhn. l l do ti sao n nay, Zappos ni ting khp th gii, khng phi v hng triu nhn hiu giy dp bn ra m chnh l dch v ca n. 4.2.1.2. Vn ha cng ty l nn tng pht trin dch v chm sc khch hng Mun xy dng c mt dch v chm sc khch hng tt th phi c vn ha cng ty tt. i vi Tony, nu nh coi dch v chm sc khch hng ca anh l mt ngi nh th vn ha cng ty chnh l mng nh. Mng c vng th nh mi vng chc. Tony xc nh rng, mun xy dng mt dch v chm sc khch hng tuyt vi th u tin s mt ca anh phi l xy dng c mt nn tng vn ha cng ty tuyt vi. Nhng ngi lnh o Zappos xem vn ha doanh nghip nh yu t khc bit nhm to ra li th cnh tranh cho cng ty. H ch thu nhng ngi vui v v lc quan v c gng to ra mi trng thn thin v ha ng cho mi nhn vin khi lm vic cho Zappos. Nm 2005, Zappos
34

xy dng danh sch nhng gi tr ct li ca cng ty nhm gip cng ty pht trin theo hng trong mi thnh vin ca cng ty u ng gp vo qu trnh xy dng v h tr vn ha. Sau khi tip nhn nhng phn hi t nhn vin, cng ty la chn ra 10 gi tr ct li. Hsieh ni: Hin chng ti xy dng c nhng gi tr ct li, iu c ngha l chng ti sn sng thu cng nh sa thi da trn vic mi ngi c ht lng v nhng gi tr ny hay khng, nhng cng vic m h lm liu c em li hiu qu tt hay khng. Zappos nh gi cao nhn vin thi , ch khng phi kinh nghim lm vic. H cng ch tuyn nhng ngi thc s ph hp vi vn ha ca cng ty.

35

Zappos - ni nhn vin hnh phc vi cng vic ca mnh 4.2.1.3. Mc tiu cao nht ca dch v chm sc khch hng khng phi l bn c hng, thu v li nhun m l mang li hnh phc cho khch hng 10 gi tr ct li ca cng ty thc cht xut pht t mong mun Tt c mi ngi u c hnh phc ca Tony. Nh trnh by phn trn, mi dch v ca Zappos u nhm mang ti tin ch ti a cho ngi mua, thi phc v nhanh chng, lch s ca nhn vin khin khch hng khng nhng vui v m nhiu khi cn ht sc bt ng. Chic hp nim vui l iu nhiu khch hng miu t khi h nhn c nhng hp giy t t trang Zappos.com. Hnh phc y cn l hnh phc ca ngi nhn vin khi lm vic ti Zappos.com. 4.2.2. Vai tr phc v - Lnh o phc v nhn vin Robert Greenleaf "pht minh" ra mt t mi. tng ca ng l nhng nh lnh o tt nht trc ht phi t xem h nh nhng ngi phc v. Quyt nh ai khng phi ci g m bn s phc v trong kh nng lnh o ca mnh. Gip h thnh cng trong nhng ng gp vo t chc, gip h hc tp v pht trin v xem h nh nhng khch hng cho dch v lnh o ca bn. iu ny c gii thch r qua phn chm sc khch hng bn trong. Vai tr quan trng ca Tony Hiesh chnh l phc v nhng nhn vin ca mnh. Tony lun tp mi iu kin h c mt mi trng lm vic tt nht h hon ton thoi mi trong khi lm vic v s lm vic ht sc mnh. 4.2.3. Vai tr lm gng - Gng sng v quan im s chia mt cch tht lng

36

L ngi t ra 10 gi tr ct li ca Zappos nhn vin phi tun theo, bn thn Tony cng rt nghim tc thc hin theo nhng gi tr ct li ny. L mt nh lnh o, anh chnh l tm gng sng cc nhn vin nhn vo hc hi v noi gng anh. Mun nhn vin thc hin tt cng vic ca mnh, anh thc s tr thnh mt nhn vin mu mc in hnh ca Zappos.com. Mt iu khin khch hng rt tin tng Zappos bi h cm nhn c rng Zappos thc s quan tm ti h, quan tm mt cch chn thnh. Bn thn Tony chnh l in hnh cho vic s chia tht lng . Tony cng dng Twitter nh cc nhn vin, khng ch giao lu vi nhn vin trong cng ty m cn giao lu vi cc khch hng. Tony i x vi cc nhn vin cng bng v r rng, thm ch i thoi trc tip vi tng c nhn thng qua Twitter Anh cng thng xuyn tham gia nhng bui hi tho, thuyt trnh chia s nhng b quyt thnh cng. Trung bnh anh din thuyt t mt bui n bn bui/tun, ni chuyn nhiu cuc hi tho v c mt trong gn nh mi hot ng truyn thng Las Vegas (tr s chnh ca Zippos). Trong 55 Power Point slide, Hsied ch dnh mt vi slide lit k s liu v Zappos. S cn li anh dnh gii thch cch Zappos t c thnh cng v quan trng nht l nhng g khn gi c th hc c t cu chuyn ca Zappos. Bn thn Tony cng rt khim tn bi khim tn l mt trong nhng c tnh m Tony yu cu cc nhn vin phi chp hnh. Vic tham gia nhng hi tho, nhng bui thuyt trnh, theo Tony th vi cch lm ny, so vi vic c v cng ty u trn bo hay bn tin, khch hng s c s kt ni su v nhiu ngha hn vi thng hiu, n gin v h c th lin tng cng ty vi mt con ngi c th. Phng php qung co s mt ca Zappos l thng qua truyn ming (word of mouth). Chnh v th, hu ht chi ph qung co u c u t vo cc dch v khch hng nh giao nhn nhanh chng, min ph T , chnh khch hng s l ngi mang nhng li gii thiu ng tin cy nht v cng ty n nhng ngi khc!
37

Tony l ngi duy tr trang mng x hi Twitter ca Zappos. Trn trang Twitter ca mnh, anh khng ch chia s vi cc khch hng m anh cn chia s vi cc nhn vin. Tony chnh l ngi truyn thng ip s chia chn thnh ca Zappos ti cc nhn vin v cc khch hng mt cch hiu qu nht. S s chia l mt hnh thc marketing cc k hiu qu li chng tn nhiu chi ph cht no.

4.2.4 Vai tr hun luyn - o to nhn vin lnh hi c nhng gi tr ct li Ngoi vic o to nghip v, cc nhn vin ca Zappos cn c hc nhng kha hc v kinh nghim sng, v vn ha cng ty,do Tony trc tip hng dn. Thng qua nhng kha hc ny, Tony s truyn ti nhng thng ip ca cng ty ti cho nhn vin, gip nhn vin hiu r s mnh ca cng ty, hiu r hnh phc m cng ty mong mun khch hng cm nhn c. Nhng kha hun luyn ny l ht sc quan trng, nhn vin c th lnh hi su sc ngha ca nhng kha hc ny th mi c th phc v khch hng theo ng nhng g cng ty mong mun. Phn ny chng ti ni r phn o to khch hng bn trong. 4.2.5 Vai tr qun l ra nhng tiu chun cao v t c kt qu tt D bn chia s quyn ra quyt nh bao nhiu v gn kt vi mi ngi nh th no, bn vn phi chu trch nhim cho vic ginh c kt qu v vic t c cc mc tiu. Duy tr nhng tiu chun cao, cho bn - tt nhin, v cho c nhng ngi bn lnh o. iu ny ngha l x l vi nhng ngi m lm vic thiu tch cc. Nh W. Somerset Maugham tng ni: "Mt iu th v ca cuc sng l ght ca no tri trao ca y". L gim c iu hnh ca Zappos, ng nhin Tony l ngi chu trch nhim tt c nhng s vic ln nh xy ra ti Zappos. m bo xy dng c dch v chm sc khch hng tt nht, Tony rt ch trng ti vic phi tm c nhng ngi ph hp vi vn ha cng ty. y l iu anh ht sc lu v thn trng khi phng vn. Nhng ph hp vi vn ha cng ty cha , anh sn sngf thng cho nhn vin 2000USD nu h mun ngh vic tun u i lm. C khong 10% nhn vin
38

chm sc khch hng ca Tony chp nhn s tin ny v ngh vic. H khng phi nhng ngi m Tony mun nhn vo lm, khng p ng c thi tn ty vi cng vic nh anh mong mun, nh vy cng s khng t c hiu qu cng vic nh anh mong mun. Do dng cch ny m i ng nhn vin ca Zappos l mt i ng nhn khng ch ph hp vi vn ha cng ty m cn rt tn ty vi cng vic. Mt i ng tuyt vi gp phn khng nh to nn mt dch v chm sc khch hng tuyt vi. 4.2.6 Vai tr lm ch s thay i ng trc mt th trng kinh t y bin ng, l mt nh lnh o, Tony lun cn linh hot ng bin vi nhng s thay i ca th trng bin t th b ng thnh th ch ng. Nm 2009 khi Amazon sp nhp Zappos, rt nhiu kin cho rng Amazon mun tr thnh Wall mart th hai v tm cch thu tm nhng i th cnh tranh. D lun cng lo ngi v s hao mn bn sc kinh doanh c o ca Zappos khi v vi Amazon, khi mt bn chuyn v chiu su phc v khch hng, mt bn li ch trng n b rng ca s a dng, phong ph sn phm. Tuy nhin, Tony Hsieh li kh ho hng vi vic st nhp ny: y l mt quyt nh kh khn, tuy nhin, chng ti cho rng s l mt c hi ln tht s qung b thng hiu v vn ha doanh nghip Zappos rng ri hn so vi trc y. Amazon tha thun s lun tn trng nhng hng i ring ca chng ti nh mt nhnh c lp, k c nhng nt khc bit nht. Hn na, st nhp vi Amazon cng l mt cch Zappos i xa hn vi cc k hoch di hn, khi chng ti cn n s h tr mnh v ti chnh. V pha Amazon, ti sao h li quyt nh b mt s tin ln n th thu tm Zappos? Theo kin phn tch ca cc chuyn gia kinh t th c bn l do ni bt y. Th nht, Zappos l mt cng ty tr c tc pht trin chng mt, cho thy tim nng rt ln. Th hai, cng ty to dng c nn tng vn ha doanh nghip p m khng phi u cng c, k c Amazon. Th ba, dch v khch hng Zappos l mt th mnh tuyt i m Amazon s cn n trong tng lai. Th t, Zappos c mt b my nhn s tuyt vi,
39

t ngi lnh o sc bn n tng nhn vin c hun luyn chuyn nghip. Nu nhng nhn nh trn l chnh xc, nhng hoi nghi v sc sng ring ca Zappos s nhanh chng c gii ta. n gin v, chnh Amazon cng ang mun hc hi ngh thut xy dng thng hiu mi l t cu em Zappos, ni to dng ln mt hnh nh cng ty hnh phc rt tuyt vi. Ni theo li ca chnh CEO Tony Hsieh th: Zappos, mc ch cao nht ca chng ti l hnh phc. c th l hnh phc khi khch hng c nhn i giy mi lm t cht liu hon ho, hay hnh phc khi khch hng c nhn i giy mi lm t cht liu hon ho, hay hnh phc ca nhn vin khi h cm thy mnh l mt phn ca vn ha doanh nghip, ni n cho c tnh ring ca tng c nhn. l cch m chng ti mun em hnh phc n cho mi ngi. V c l, chnh quan nim nhn vn l ca Tony Hsieh em li thnh cng rc r cho Zappos hm nay. Zappos d sp nhp vi Amazon nhng Zappos vn mi l Zappos.

40

PHN 5. LIN H THC TIN VI DCH V CHM SC KHCH HNG CA MUA BN TRC TUYN TI VIT NAM T nm 2009 n nay, vic mua bn qua mng tr thnh mt hnh thc tiu dng c nhng ngi tiu dng tr a chung c bit l nhng ngi lm vic trong cc c quan, vn phng, doanh nghip ti cc th ln nh H Ni, thnh ph H Ch Minh. Theo kt qu kho st ca B Cng Thng nm 2010 v tnh hnh ng dng thng mi in t ti 500 h gia nh ti H Ni th 49% s h gia nh kt ni Internet, 18% trong s cho bit mc ch truy cp Internet c lin quan n thng mi in t v 4% trong s tng s dng phng php thanh ton hoc ngn hng trc tuyn khi truy cp Internet. Vic bn hng trc tuyn c rt nhiu cc doanh nghip trin khai, s dng, m i u l cc doanh nghip v hng khng, du lch, bn l hng tiu dng, Phng thc thanh ton c thc hin ht sc linh hot, p ng nhu cu ca ngi mua t thanh ton sau khi nhn hng n chuyn khon cho n thanh ton trc tuyn.Cc giao dch gia ngi mua v ngi bn ch yu c thc hin thng qua cc website ring, cc mng x hi v sn giao dch thng mi in t. Sau khi tm hiu v dch v chm sc khch hng ca Zappos.com v t duy lnh o ca Tony Hsieh, chng ti c nhng lin h thc tin vi dch v chm sc khch hng ca cc website thng mi in t ti Vit Nam v mua bn trc tuyn 5.1. Tt c u v s hi lng ca khch hng D du nhp vo Vit Nam gn 10 nm nay nhng thc s th hnh thc mua bn trc tuyn mi ch pht trin mnh khong 2 nm li y. Hin nay ngi tiu dng Vit Nam la chn mua bn trc tuyn n gin bi hnh thc mua bn ny rt tit kim thi gian (nhng ngi a chung hnh thc ny l nhng ngi lm vic c quan, vn phng, doanh nghip, khng c nhiu thi gian s dng hnh thc mua bn truyn thng l mua bn trc tip) v tit kim khng gian (bn ngi mt ch m

41

c th mua hng trn ton quc) ch cha ch nhiu ti cht lng dch v chm sc khch hng. Chnh bi vy phn ln website mua bn trc tuyn ti Vit Nam vn cha coi s hi lng ca khch hng l mc tiu quan trng nht m h mong mun t c. Nh phn tch phn trc, nu nh Tony chn dch v chm sc khch hng to nn s khc bit cho Zappos th Vit Nam vn cha c m hnh mua bn trc tuyn no hot ng vi mc tiu nh vy. Theo bo co thng mi in t 2010 ca B Cng Thng, mc tiu ln nht ca cc doanh nghip khi ng dng thng mi in t vn l gia tng doanh s v thu c li nhun cao hn. Phn ln cc website mua bn trc tuyn cch hot ng vn tng ng ging nhau, dch v chm sc khch hng cng cha phong ph a dng. Thit ngh nu website mua bn no bit quan tm n li ch khch hng ln hng u ging nh Zappos, chc chn website s tr nn khc bit v gt hi c nhng thnh cng nht nh. Qu thc, c c dch v chm sc khch hng tt nht, Tony ch hon thin ti tng chi tit nh trong dch v ca mnh. cng nhng bi hc qu gi th trng thng mi in t Vit Nam c th hc tp v pht trin cng bn b th gii. 5.1.1. Xy dng h thng nhiu website Hu ht cc website mua bn trc tuyn ti Vit Nam ch c mt h thng website duy nht, nhng Zappos ca Tony th khng nh vy. Vi mc ch c th phc v khch hng mt cch tt nht, Tony xy dng cc h thng website khc nhau ca Zappos, mi website c mt chc nng ring. - Trang ch www.zappos.com c chc nng chnh l gii thiu sn phm ti khch hng. S tin li ca website ny chng ti trnh by r rng quy trnh ca dch v chm sc khch hng.

42

R rng ta c th nhn thy s tin li khi s dng website ca Zappos. Khi bn xem mt sn phm, bn khng ch c c nhng thng tin chi tit v sn phm m nhng kt ni gip cho bn chn size v chn mu, ngoi ra bn cn c th gi nhng nhn xt ca bn v sn phm sau khi s dng gip nhng khch hng khc cn nhc khi mua. Khng ging nhiu website ca Vit Nam, ch nhng mt hng c ng trn website l nhng mt hng vn cn trong kho mi c ng ln website. - Website th hai l: http://www.youtube.com/user/zappos: Knh Youtube ca Zappos, l ni khch hng c th xem c nhng clip qung co, nhng bi hc v nhng clip khc lin quan n Zappos. - Tip theo l http://www.zapposinsights.com/: Website dnh cho nhn vin v cc khch hng ca Zappos vi mc ch chia s. Thng qua website, Tony v cc nhn vin ca Zappos s s chia nhng kin thc, kinh nghim xy dng c vn ha cng ty v dch v chm sc khch hng. Website ny cng chnh l mt lp hc trc tuyn cho khch hng v t chc rt nhiu hcuwowng tnh, s kin giao lu vi khch hng. - Mng x hi facebook, twitter c ni k phn trc. - Extranet cho cc nh u t: y l website gip cc nh u t c th truy cp vo thng tin ni b ca Zappos, nh vy h s kim sot c mt hng ca mnh c tiu th nh th no, c vn g xy ra vi cc sn phm ca h. Tony khng h e s vic thng tin ni b ca cng ty s b truyn ti cc i th cnh tranh v anh cho rng cc nh u t u mong mun kim sot c tnh hnh kinh doanh ca h v
43

mong mun xy dng mi quan h da trn c s l s tin tng vi Zappos. xy dng mi quan h tt vi nh u t, Tony chn cch tin tng h. i vi hnh thc mua bn trc tuyn, s thun tin ca, y cc thng tin v sn phm v dch v ca website l iu c bn khch hng yu cu v mong ch. Nhng nu c th lm tt hn c mong i nh iu m Zappos lm c th chc chn khch hng s rt ngc nhin, hi lng v n tng su sc. 5.1.2. Chp nhn thit thi v chi ph phc v khch hng - Vn chuyn hng min ph Vit Nam, bn s phi t tr ph vn chuyn khi mua bn trc tuyn. Hoc nu mun c min ph bn s phi chp nhn nhng iu kin no v d nh bn phi tng vng bn knh l bao nhiu, n hng bn mua c gi tr thanh ton l bao nhiu th bn mi c min ph. Nhng i vi Zappos, d bn ch t hng mt i giy, h cng s vn chuyn hon ton min ph ti tn nh cho bn. Thm ch nu bn tr li hng, h cng s ti tn ni mang hng v. - Trung tm chm sc khch hng hot ng 24/7: Thng thng s c quy nh gi lm vic ca trung tm chm sc khch hng ca cc doanh nghip ti Vit Nam. Rt t cc doanh nghip s dng phng n lm vic 24/7 nh Zappos. Bt c lc no khch hng cng c th gi in ti trung tm v c cc nhn vin ca Zappos t vn. R rng vi lng khch hng ln khp mi ni trn th gii nh Zappos th chi ph cho vic vn chuyn v chi ph duy tr hot ng ca trung tm khch hng sut 24 gi/7 ngy l rt ln nhng c c mt dch v chm sc khch hng tt nht Tony sn sng chp nhn iu . 5.1.3. Chp nhn thit thi v danh ting gi vng nim tin ni khch hng Bnh thng khi bn i mua hng, sn phm mua ch c i li trong mt thi gian ngn no (1-3 ngy) sau khi mua hng. Hay nu bn mua hng cc siu th bn thm ch cn khng c i li hng sau khi mua. y vy m Zappos, bn c th i v tr li hng sau tn 365 ngy, ch cn vn cn nguyn tem nguyn mc. Vng, xin hy ch , khng ch c i hng m cn c tr li hng nu bn khng hi lng. Tony qu thc thng minh khi ngh ti phng n ny. Thng thng cc
44

doanh nghip s hi nht l chuyn khch hng mua hng ri m li tr li (th nn mi c nhng quy nh trn kia gim thiu ti mc thp kh nng xy ra ri ro ny) nhng Tony th ngc li, anh dng chnh s ri ro ny to dng nim tin ca khch hng. R rng nu khch hng tr li hng danh ting ca cng ty s b nh hng khng t nhng b li khch hng rt yn tm khi s dng sn phm ca Zappos. Nu khng hi lng h c ti 365 ngy i-tr hon ton min ph. 5.1.4. Dng thi gian m bo uy tn v to nn s bt ng Rt nhiu khch hng Vit Nam than phin v vic t hng trn mng m ch mi chng thy cng ty chuyn hng n ni. Hn 3 ngy th phi 7 ngy, 10 ngy mi chuyn n. Ngay c trong bo co thng mi in t 2010 ca B Cng Thng cng cho rng h thng giao nhn ca thng mi in t Vit Nam cn rt yu, v l mt tr ngi khi khch hng s dng cc hnh thc mua bn trc tuyn. Zappos ang cnh tranh vi cc nh bn l giy trn cc din n v cc shop bn l trc tuyn khc. Cc i th cnh tranh ny gi giy cho khch hng sau 5 -7 ngy. Tony quyt nh lm tt hn vn chuyn vo ngay ngy hm sau. Tony rt thng minh trong cch a ra chnh sch ny. Khi mt khch hng ngh rng i giy ca h t s c vn chuyn t 3 7 ngy th h nhn c 1 email thng bo rng h l 1 khch hng VIP ca Zappos do Zappos nng level ca khch hng ln v s vn chuyn giy ca h trong 1 ngy v hon ton Free. Mt c ch nh nhng lm n tng ngi tiu dng. Tuy nhin chnh sch ny khng p dng cho tt c cc khch hng. Zappos ch thc hin nng cp level ca cc khch hng quen 1 cch ngu nhin. Khng ch lun giao nhn theo ng quy nh ca cng ty khin khch hng hi lng m iu quan trng hn l Zappos bit mang li bt ng cho khch hng khin khch hng rt n tng t nng cao uy tn ca cng ty. 5.1.5. t li ch ca khch hng ln trn li ch ca cng ty Hng ti li ch ca khch hng l u tin hng u ca tt c cc doanh nghip nhng t li ch ca khch hng ln trn li ch ca cng ty th khng phi l iu m doanh nghip no cng c th lm c. Nu bn t hng ti Zappos nhng Zappos khng cn s lng bn yu cu, hoc sn phm bn yu cu khng cn
45

trong kho, Zappos s lp tc lin lc vi i th cnh tranh gip bn t hng hoc gii thiu cho bn nhng i th khc ca h bn la chn. 5.1.6. Gi gn khch hng trung thnh l cch hiu qu nht gia tng li nhun Cng ging nh Steve Jobs ca Apple, Tony khng chi nhiu tin cho qung co. Nu nh Steve Jobs tp trung ngun vn a nng cao cht lng sn phm th Tony s dng ngun vn nng cao cht lng dch v chm sc khch hng. Chnh bi iu ny m Zappos mi c nhng min ph u i nh vy cho khch hng. Ta hy th lm mt php tnh: Doanh s = s lng khch hng * n hng * gi tr / n hng Gi s sn phm dch v ca doanh nghip khng i Nh vy ta c 3 cch gia tng doanh s: + Tng s lng khch hng mi + Tng s ln s dng/ mua sn phm dch v ca khch hng. + Tng s tin m khch hng tiu dng trong 1 ln mua / s dng dch v Vy cch no l thng minh nht v em li hiu qu cao nht? n gin l cch s (2) cch m Zappos v ang trin khai em li thnh cng ca mnh: Gia tng s ln mua sn phm ca khch hng hay gia tng t l khch hng quay tr li mua hng. C Nick v Tonny u coi dch v chm sc khch hng l yu t quyt nh nht ti s thnh cng ca Zappos. Dch v khch hng tuyt vi gip cng ty xy dng 1 c s khch hng trung thnh. Khong 50% n t hng Zappos c c t cc khch hng hin ti v thm 20% t cc khch hng mi c gii thiu bi cc khch hng trung thnh.( Theo Zappos.com) y l iu quan trng nht m chng ti mun cc doanh nghip mua bn trc tuyn ni ring v cc doanh nghip thng mi in t ni chung c th hc hi c t Zappos. ng ch ngh rng xy dng c dch v chm sc khch hng nh Zappos s phi tn mt chi ph rt ln. Khi bn cho i, bn cng s c nhn li rt nhiu. Zappos khng ch nhn c nim tin v s tn nhim tuyt i trong lng khch hng m doanh thu ca Zappos cng rt ln, t ti hn 4,3 t USD nm 2008
46

(Theo Forrest Research). Chnh Amazon phi tha nhn Zappos l mt i th rt ng gm ca h v tm cch st nhp Zappos vo Amazon nm 2009. 5.2 Mun xy dng nim tin ch thc ni khch hng th bn thn doanh nghip cng phi to dng c nim tin ch thc ni cc nhn vin vi cng ty. Cc doanh nghip lun c gng ht sc to dng c s tin tng ca khch hng nhng li thng xuyn b qun vic to dng nim tin trong ni b cng ty. Chuyn gia kinh t John Helliwell tin hnh mt cuc iu tra xc nh nhn t no l nhn t quan trng nht khin nhn vin cm thy hi lng vi ni lm vic. Khng phi ch lng thng, hay khi lng cng vic, m chnh l nim tin mi l nhn t quan trng nht khin nhn vin cm thy hi lng vi ni lm vic. John Helliwell ch ra rng vic gia tng 1 im trn biu s tin tng tng ng vi s gia tng v s tm l hi lng ca nhn vin khi lng tng ti 40%. Nhiu doanh nghip khc c th qun ch Zappos th khng h qun cht no. H c 5 phng thc xy dng nim tin i vi cc nhn vin trong cng ty: - Quyn sch Vn ha cng ty l mt quyn sch c Zappos xut bn hng nm, ghi li tt c nhng cm xc, suy ngh v nhng phn ng ca nhn vin i vi vn ha cng ty Zappos. Thm ch trong nhng quyn sch y vn gi nguyn nhng li chnh t, li nh my ca nhn vin khi ng gp kin cho Zappos. Quyn sch gip cho ngi xem c th thy r nhng mt c v cha c ca Zappos. - Bn tin Hi mi iu ca Zappos c bin tp v xut bn hng thng. Bn tin ny l ni gii p mi cu hi ca nhn vin v cng ty, k c nhng cu hi lin quan n tnh hnh ti chnh. - Website ring cho cc nh u t: c trnh by phn trc. - Zappos hon ton cho php bn ti thm tr s chnh ca cng ty. Khi cc phng vin ti thm tr s chnh ca Zappos, h khng h c bt c yu cu no v vic c th ni chuyn vi nhng ngi ny, cn nhng ngi kia th khng th. H cc phng vin t do tm hiu mi ni v ni chuyn vi bt c ai m cc phng vin mun. Khi khng c iu g phi che du, cc nhn vin cng thoi mi ni ra nhng suy ngh ca ring h.
47

- S dng mng x hi Twitter v Face book: c phn tch phn trc. Khi nhn vin cm thy hon ton tin tng vo cng ty, h s rt hi lng vi cng vic ca mnh v hnh phc khi lm vic ti cng ty. Do h cng s ton tm ton phc v tt cho khch hng. R rng khi nhn vin cm thy hi lng vi cng ty th khch hng cng s cm thy hi lng vi dch v ca cng ty. Cc doanh nghip thng mi in t Vit Nam cn cn nhc iu ny xy dng cho nhn vin mt mi trng lm vic ph hp h c th ton tm ton lm vic mt cch ht mnh.

48

LI KT Mi doanh nghip cng nh cc t chc khc nhau khi bc vo xm nhp bt k th trng no th u la chn cho mnh mt hng i ring cng nh nhng cch lm c o nh v chim lnh c nim tin ca khch hng. Mt yu t ht sc quan trong bn cnh cht lng sn phm l cng tc chm sc khch hng. Vi cng vic ny cng th hin vai tr lnh o v cng quan trng trong mi doanh nghip. Qu thc, n vi Zappos, cng tc CSKH ny cng mang n mt phng din khc, mt cn gi l hn. Mc d, trn con ng kinh doanh, Zappos c nhng s thay i v t chc. Song, cng ty ny nh du mt s thnh cng y ngha cho thng mi in t. Mnh dn ngay t nhng bc i ban u, Zappos c ra i khi chuyn i ton b ngun lc ca cng ty t nh hng a dng trong vic chn la sang nh hng cung cp Dch v khch hng tt nht. Nhng c im c o trong dch v ca Zappos chnh l nhng con virus lan truyn rt nhanh v em n cho cng ty mt lng ln khch hng trung thnh. th hin bc i ng n ca v gim c iu hnh c mnh danh l T ph bn giyny. Trn y l nhng tm hiu ca chng ti trong sut qu trnh hc tp cng nh lm nhm v ti vai tr lnh o trong cng tc chm sc khch hng. Bi nhiu l do cn hn ch, bi tiu lun ca nhm Tnh tnh tang khng th khng trnh khi nhng thiu st. Tuy nhin, nhm chng ti s lun lng nghe nhng kin ng gp tch cc t pha cc nhm bn v c bit l t c gio. Bi l kt qu lm vic hng hi, si ni thng qua cc bui tho lun ca nhm trong hc k ny. Cui cng, nhm chng ti xin gi li cm n chn thnh ti c gio Vng Th Thanh Tr lng nghe nhm thuyt trnh v h tr gip cho nhm c th hon thin bi tiu lun ny. Xin chn thnh cm n !!

TI LIU THAM KHO

1. Slide mn Lnh o doanh nghip Thc s Vng Th Thanh Tr. 2. Bo co hot ng kinh doanh ca Zappos 2008 3. Bo co Zappos Cost Reduce 4. Bo co Zappos How to build customer service 5. Bo co thng mi in t Vit Nam 2010 6. Bo co Tr ngi Thng mi in t Vit Nam 2009 7. Cc website lin quan n Zappos.com + www.wikipedia.com + www.zappos.com + www.counterfeitchic.com + www.prenhall.com 8. Cc website lin quan n Thng mi in t + www.thuongmaidientu.edu.vn + www.vecom.vn + www.diendantmdt.com

DANH SCH NHM TNH TNH TANG

H tn ng Phng ip (NT) Trn Minh Cng Nguyn Kiu Trang T Quang Thng Nguyn H Duy

M SV A13060 A12535 A12727

Mc tham gia Tt Tt Tt Tt

A10209

Tt