K Nng Dch v khch hng

Ts. Phan Quc Vit Nguyn Huy Hong

1

Ni dung
Tng quan v dch v khch hng
K nng lng nghe

K nng hi p
Yu cu i vi dch v khch hng

i ph vi khch hng kh tnh

K hoch c nhn
2

Phn 1 Tng quan v Dch v khch hng

3

Khi nim CRM

CRM l mt chin lc kinh doanh nhm
chn la v qun l KH ti u ha gi tr lu di

CRM i hi:
Mt trit l kinh doanh nh hng vo khch hng Vn ha nh hng vo khch hng

h tr:
Hot ng marketing v bn hng Qu trnh cung cp dch v hiu qu
4

Khi nim CRM

CRM m rng khi nim bn hng:
t mt hnh ng ring bit ca mt nhn vin

n mt qu trnh lin tc lin quan n mi ngi

CRM l cch thu thp v s dng thng tin v

KH
to s trung thnh KH v tng gi tr KH

Quan h con ngi l ng lc c bn

Khch hng l Thng

6

Khch hng l
Ngi cho ta vic lm
Ngi cho cng ty li nhun

Ngi m ta ph thuc vo
Khch hng khng phi l tranh ci

Khng ai thng khi ci nhau vi khch

Ngi thng tin v i th cnh tranh
7

Khch hng l "ng ch" duy nht tr lng, sa thi nhn vin, k c gim c, thm ch gii th cng ty bng cch tiu tin ch khc. Gim c ch l ngi thc thi mnh lnh ca khch hng.
8

Khch hng tim nng

1. C nhu cu v sn phm, dch v
2. C kh nng thanh ton 3. C kh nng tip cn

4. C quyn mua (ai c quyn quyt nh?)

Khch hng tim nng nh tin trong ti khon ca cng ty

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Khch hng tim nng nh dng mu ca mt c th kho mnh

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Mi khi mt mt khch

hng, bn s nh mt thm 250 khch hng tim nng khc na

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S khng hi lng ca KH
Ta nhn c than phin ca
4% s KH khng hi lng v dch v

1 li than phin th s c 25 ngi khc gp phi

1 KH c vn s ni vi 9-10 ngi 13% KH c vn s ni cho hn 20 ngi

Theo: Technical Assistance Research Program (TARP)
13

S khng hi lng ca KH
1 KH c vn c gii quyt s ni vi 5 ngi
KH than phin hay tip tc mua hng:
54 - 70% nu vn c gii quyt

95% nu vn c gii quyt nhanh chng

Theo: Technical Assistance Research Program (TARP)
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Chi ph trung bnh c mt khch hng mi l 118,16$ Chi ph trung bnh gi mt khch hng ch l 19,76$
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Lut dch v khch hng

iu 1: Khch hng lun lun ng iu 2: Nu nghi ng, hy xem li iu mt

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Ti sao khch hng b ta

Nhn vi n phc v khng tt 68%

Qua i 1% Chuy n ch 3% C c c quan tm kh c 5% Khng tho m n v i SP 14%

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Bi th li ko 9%

n vi nhau ch l s khi u

Lm vic cng nhau l s tin b Gi c nhau mi l thnh

Henry Ford

cng

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Khch hng bn ngoi tr lng cho ta

(tin)
Khch hng ni b cho ta tnh cm (tnh) sng, ta cn tin bc v tnh cm

C ngha l cn Khch hng

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Cng ty nh hng ni b
CEO Qun tr vin Gim st vin Nhn vin trc tip Khch hng
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Cng ty nh hng ni b
Tuyn dng ngi hon thnh nhim v
Lm cp trn vui lng ch khng phi KH Thng tin trn c s thm nin, quan h o to theo chc nng ch khng theo yu cu
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Cng ty nh hng ni b
Khng giao dch KH th khng chu trch

nhim

Quyt nh khng c kin ngi giao dch

Thin v cc gii php ngn hn

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Cng ty nh hng khch hng

CEO/ Qun tr vin cao cp Qun tr vin/ Gim st vin Nhn vin trc tip Khch hng
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Cng ty nh hng khch hng

Tuyn dng ngi tha mn KH v nhim v
Gip cp di lm hi lng KH Thng tin trn c s k nng v thm nin o to tp trung vo k nng giao tip, k thut
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Cng ty nh hng khch hng

Thu hiu KH bn ngoi v KH ni b

Quyt nh c s tham gia ca ngi giao dch

Coi trng cc gii php tng th lu di

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Suy cho cng mi ngi u sng bng cch bn mt ci g

R.L.Stevenson
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Th no l mua hng?
Mua hng l qu trnh khch hng
ra quyt nh i mt s tin nht nh

ly mt sn phm hoc dch v no

tho mn nhu cu ca mnh
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Th no l bn hng?
L qu trnh nhn vin bn hng
h tr, hng dn khch hng pht trin v hon thnh quyt nh mua hng ca h
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Bn hng
L qu trnh trao i
Tm hiu v tho mn nhu cu Xy dng quan h lu di cng c li

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Bn hng l ngh thut thuyt phc ngi khc lm mt vic m

bn khng c quyn bt ngi ta

lm vic
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Khch hng khng mua sn

phm, dch v m mua gii php cho vn ca h.
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Cc cp ca sn phm

SP c bn

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Pht trin dch v

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Bn
Bn

DVKH
Ban

Bn

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Hnh ng
Gi th cm n t thi nh gi cao KH
Khch l s c gng ca khch hng

Tng mn qu nh th hin s quan tm

Gi thip chc mng sinh nht

Trch hoa hng cho gii thiu khch

Hi thm vic kinh doanh ca khch hng
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Hnh ng
Gip khch hng m rng kinh doanh
Gi lin lc thng xuyn

L cch qung co r tin nht

To mng li khch hng

Nghin cu thm v khch hng

Thu thp thng tin v i th cnh tranh
36

M.A.N.
Money, Authority & Need
37

Phn 2 K nng lng nghe

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Ni l gieo, nghe l gt.

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K nng lng nghe

Khi nim chung
Nguyn nhn nghe khng hiu qu K nng lng nghe hiu qu

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K nng lng nghe

Khi nim chung
Nguyn nhn nghe khng hiu qu K nng lng nghe hiu qu

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Khi nim
Nghe thy

Sng m

Mng nh

No

Ngh a
Lng nghe

Ch - Hiu - Phn hi - Ghi nh

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Thi lng dng cc k nng

c 16% Vit 9%

Ni 30%

Nghe 45%

43

25 - 30%
44

Hiu sut nghe?

So snh cc hot ng giao tip

Nghe
Phi hc Phi s dng - c d y
u ti n Nhi u nht

Ni
Th hai

c
Th ba

Vi t
Cui c ng t nht Nhi u nht
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T- ng i T- ng i nhi u t T- ng i T- ng i t nhi u

Ba tui hc ni, nhng c cuc i khng bit lng nghe.

46

Phn loi theo chc nng

Nghe thng tin

Nghe phn tch

Nghe ng cm

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V d v tc hi ca li nghe
Cu chuyn "Cy Th l" Phi thuyn con thoi Challenger 28 thng 01 nm 1986

48

ic hn ngi ic l ngi khng mun nghe

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K nng lng nghe

Khi nim chung
Nguyn nhn nghe khng hiu qu K nng lng nghe hiu qu

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Nguyn nhn nghe khng hiu qu

Nghe khng n lc/ tp trung
Nghe phc kch Nghe mt phn Gi v nghe
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Nguyn nhn nghe khng hiu qu

Qu nhiu thng ip
Nhiu tm l Nhiu vt l Ngh nhanh hn ni
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Ta ang ngh g? Ta nn ngh g?

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S tand back O bserve S teer

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Khng lm cng c - khng lm Khng lm khng c - lm ngay tc th

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m rm nhm bng.

Thn lm ti i. Km hm ngi khc.

56

Suy ngh Hnh vi Thi quen Tnh cch S phn

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Suy ngh Hnh vi Thi quen Vn ha S nghip

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Ta l hin thn ca cch ta ngh.

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Nguyn nhn nghe khng hiu qu

C vn v thnh gic
Nghe phng th (bng) V on, ng nhn Cho rng ni c li hn nghe
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Ni l bc,
im lng l vng, lng nghe l kim cng
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K nng lng nghe

Khi nim chung
Nguyn nhn nghe khng hiu qu K nng lng nghe hiu qu

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K nng lng nghe hiu qu

Nghe xong hy ni
Gc tt c cc vic khc li Kim sot cm xc bn thn Hi p ng h ngi ni
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K nng lng nghe hiu qu

Nhn vo ngi ni (look)
Khng ngt li khi cha tht cn Khng vi vng tranh ci hay phn xt Hi hiu r vn
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Th dt 5 pht cn hn ngu c i. Th dt trc vi ngi cn hn ngu trc thin h.

66

Ch c Cha mi bit mnh dt Ch dt mi ngh mnh l Cha

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K nng lng nghe hiu qu

Nhc li ni dung

Din gii ni dung

N lc v tp trung

69

K nng lng nghe hiu qu

Tm ra chnh ( t)
Khng v on Ghi chp thng tin c bn

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Ci g cng chp cng ghi

Khng bit th hi t ty lm g

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Mu bt ch hn tr nh tt

Tr nh m khng bng nt mc m
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K nng lng nghe

Khi nim chung
Nguyn nhn nghe khng hiu qu K nng lng nghe hiu qu

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Nh

Nhn

Nh t Vng Tm

Lun lun lng nghe, lun lun thu hiu

75

Ngi cung cp dch v khch hng gii nht l

ngi bit lng nghe tt nht

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Phn 3 K nng hi p
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Phn ng?
hay

Hi p?
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Bnh chnh kin

(gii quyt khu oai)
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Hng dn hi p
Ch lng nghe, ng h bng c ch, ting
Hi lm r ngi khc mun g ta

Hy c th, ng chung chung

Khng so snh hoc dn li ngi khc
80

Ngi khn n ni na chng cho k di na mng na lo

81

Ni tht th khng Ni hayhay th khng

tht
82

Cp gt
Tm phc, khu chi
Tm phc, khu tt Tm phc, khu phc Tm chi, khu chi Tm chi, khu tt Tm chi, khu phc

Thin tai, thin tai

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Khng than khc, Khng ch trch,

Hy a ra gii php.
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Khng tm im yu,
Hy khai thc im mnh.
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Hng dn hi p
Hy m t, ng nh gi, co buc (ch)
Hy tnh n nhu cu ca hai bn a hi p r rng v kim tra li

ng a qu nhiu kin
Tin tng ngi nhn s tip thu v thay i
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Li cha ni ra, ta l ch n Li ni ra ri, n l ch ta

88

Dng li mt cht trc khi hi p

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Li ni khng mt tin mua, la li m ni cho va lng nhau

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Phn 4 Yu cu i vi dch v khch hng

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Yu cu i vi DVKH
Sng to
C k hoch Nhit tnh

Hiu bit su v cng ty v i th

Hiu bit rt su v sn phm, dch v
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Khch hng khng mua sn

phm, dch v m mua gii php cho vn ca h
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c tnh v li ch
c tnh l tnh cht ca sn phm ch khng phi l mt phn ca sn phm Li ch l nhng g sn phm c th em li cho khch hng

94

Lin h v c tnh ca sn
phm vi nhu cu ca khch hng

Cng thc F-A-B

95

c tnh v li ch
Dch v c tnh Li ch Khng tin ni qua in thoi Gi nhn thng tin chnh xc Lun gi c tin nhn Lin lc thng sut 24/24 Tnh bo mt cao D s dng
96

S Fone

SMS

S Fone

Hp th thoi

Yu cu i vi DVKH
Thu hiu khch hng
Giao tip tt Bit lng nghe

Bit cch thuyt phc

Bit cch kt thc
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Yu cu i vi DVKH
Hnh thc ph hp
Hiu tm l khch hng Thi ho nh, lch s

Nhanh nhn
Bn c hng
98

Nguyn nhn tht bi

Thiu tnh sng to
K hoch, t chc ti Thiu hiu bit v sn phm

55%
39% 37%

Thiu nhit tnh

Thiu quan tm khch hng

31%
30%
99

Nguyn nhn tht bi

Thiu o to bi bn
Thiu mc tiu c nhn r rng Thiu hiu bit th trng

23%
20% 19%

Thiu kin thc v cng ty mnh 16%

Thiu kim sot cht ch 9%
100

Tam gic yu cu - A.S.K.

ASK
Kin thc (Knowledge)
101

DVKH thnh cng

80%: Thi
Nhit tnh

Kin tr

20%: K nng v kin thc

K nng chuyn mn Hiu bit sn phm, cng ty, th trng
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Tiu chun hng u ca ngi dch v khch hng l thi tt, ri mi n kinh nghim, trnh , din mo. Cc tiu chun sau u c th nng cao nu c thi tt.
103

Thi
Ngoi hnh
Nhn thy bn, nhn ra ngay nh chuyn nghip

C ch
Nhn thng vo khch hng khi ni chuyn T ra nhanh nhn, th v Trnh u oi, chm chp v thiu din cm
104

Thi
Trnh tranh lun
Tranh lun: thng -> Bn hng: tht bi

Trnh nhng cuc tranh lun khng cn thit

T phn tch
Nhn khuyt im v c gng khc phc. T hi c th c phng php no tt hn?
105

Thi
Nhit tnh
iu ny s nh hng n khch hng Nhit tnh khng t n nu mnh khng c

Tin tng
Tin tng vo sn phm, cng ty, chnh mnh L xng sng ca nhit tnh L kh nng thc hin cng vic hiu qu
106

Thi
Thnh tht v trung thc
Khch hng c th hiu v cm nhn c Trnh by gi ca bn thnh tht Bn ang tht s em li li ch cho h

S dng thi gian

Thi gian l tin bc S dng cn thn v khn kho
107

Thi
Kh nng lng nghe
Ni l gieo nghe l gt

Hy ch lng nghe khch hng

Kin tr
KH c th ni khng khi h c th ni c Khng h t chi mt cch d dng
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Thnh cng trong bn hng:

Bt u t lng ham mun tip xc vi khch hng tim nng

Ch khng ch pht sinh t qu trnh tip xc vi khch hng

109

Khng bit ci, ng bn hng.

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Phn 5 Khch hng kh tnh

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Tch vn ra khi c nhn

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9 buc gii quyt

Gi bnh tnh v kim ch xc ng
Tp trung vo gii php Lng nghe kin ca khch hng Khng ph nhn cm xc ca khch hng By t s cm thng
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9 bc gii quyt
t cu hi lm r vn
Thng nht v gii php Hnh ng Cc bc tip theo
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Mt b ci l khng bng mt t ci

tnh
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Phn 6 K hoch c nhn

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Khng lp k hoch l lp k hoch cho tht bi

118

Ti sao phi c k hoch

Lp k hoch tng bc t mc tiu
C thc tt hn trong vic s dng thi gian Ghi chp vic lm s dng thi gian tt

o lng tin trnh thc hin t mc tiu

iu chnh cc hot ng ca mnh
119

Thnh
cng
100%

Mc
tiu
100%

Phng
php
0%

120

Cc yu cu
Thc hin k hoch hng ngy
Vit ra k hoch ca mnh Cn c s la chn (ngun khch hng) Quyt tm thc hin k hoch ra
121

Mt mc tiu khng c k hoch l mt gic m tuyt

vi khng bao gi tr thnh

hin thc.
122

Ni dung
Tng quan v dch v khch hng
K nng lng nghe

K nng hi p
Yu cu i vi dch v khch hng

i ph vi khch hng kh tnh

K hoch c nhn
123

Khch hng l "ng ch" duy nht tr lng, sa thi nhn vin, k c gim c, thm ch gii th cng ty bng cch tiu tin ch khc. Gim c ch l ngi thc thi mnh lnh ca khch hng.
124

Nh

Nhn

Nh t Vng Tm

Lun lun lng nghe, lun lun thu hiu

125

Nhit tnh
126

Ngi thnh cng khng phi

c bit nhiu m l thc hin ngay ci g mnh bit.

127

ng tuy gn, chng i chng

n Vic tuy nh, chng lm chng nn

Tun T
128

 ngh xc nh ci m bn mong
mun Hnh ng xc nh ci m bn nhn

Bt u lc thng li mt na!
129

n vi nhau ch l s khi u

Lm vic cng nhau l s tin b Gi c nhau mi l thnh

Henry Ford

cng

130

a ch lin h
Cng ty o to v T vn Tm Vit
P205 nh B, S 347 i Cn, Ba nh, H Ni Tel: 04. 762 8758; E-mail: tamviet.co@hn.vnn.vn

Ts. Phan Quc Vit

D: 091 320 8538; Email: phanquocviet@hn.vnn.vn

Nguyn Huy Hong

D: 091 332 3113; Email: hoangru@vol.vnn.vn
131