Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006

KHI NIM V CRM

CRM: Customer Relationship Management - Qun l quan h khch hng. o la qua trinh tim kim, chon loc, xy dng, phat trin va duy tri mi quan h lu dai vi khach hang nhm nm bt nhanh nht nhng nhu cu cua ho va thoa man nhng nhu cu o. o lng s tho mn ca khch hng l g? V sao cn o lng s tho mn ca khch hng? CSM: Customer Satisfaction Measurement - o lng s tho mn ca khch hng. Mi hot ng o lng s tho mn ca khch hng c thc hin trong nhng nm trc thp nin 60 u c th c coi l chuyn c xa. Hn th na, hot ng ny tn ti trc khi xut hin cc nghin cu th trng trn din rng. Trong giai on , vic lin h trc tip vi khch hng thng c coi l hot ng thay th cho o lng s tho mn ca khch hng. Trong phn ln cc trng hp, nhng ngi thc hin cng vic ny thng l nhn vin kinh doanh, cc thng gia nh, nhng ngi bn s hay nhng ngi thc hnh cng vic chiu th trc khi khi nim ny c chnh thc chp nhn v p dng rng ri. Trong mt cun sch ca thp nin 50 c tn - Sch gio khoa dnh cho th co - vit ng bao gi dng con dao cn co cho khch hng ngay c khi bn cho rng khch hng ch gy phin toi cho cng vic ca bn. C l on trch th hin mt bc tin khng nh ti cu ni ca ming ngy nay l Khch hng lun lun ng. u ngi ta ni, i vi khch hng bn phi lun nh 2 nguyn tc c bn sau y: 1. Khch hng lun lun ng 2. Nu khch hng sai, xem li iu 1.

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006

Lch s pht trin ca vic o lng s tho mn ca khch hng theo chng ti c bit bt u t nhng nm 60. Nhng ngi thc hnh vic o lng s tho mn ca khch hng c l s dng nhng kin thc v k thut sn c trong nghin cu th trng a ra cc chng trnh u tin cho vic o lng s tho mn ca khch hng. Cc k thut bao gm vic nhn thc, cc nghin cu v hnh vi v ng dng, phn on th trng, th nghim sn phm, nghin cu hnh nh ca tp on, nghin cu v v th, th nghim kinh doanh bng m phng,... ng u trong danh sch cc n v i tin phong trong o lng s tho mn ca khch hng l cc tp on ln nh Marriott, American Express, American Airlines, AT&T/Bell Systems, tp on GTE, Xerox, IBM, PG&E v Boeing. bit c cc tp on ny cng nh nhiu tp on khc lm g trong nhng nm u thp nin 70 cn phi c nhiu thi gian. Nhng ngy nay, s quan tm n vic o lng s tho mn ca khch hng ang trong giai on cao tro. ng lc thc y s thay i c bn ny chnh l phong tro qun l cht lng ton din (TQM) trong cc doanh nghip. Trong thi i ngy nay chng ta khng cn phi n lc nhiu thuyt phc cc nh qun l v ngha ca cht lng.Vic tp trung nhiu vo cht lng l kt qu tt yu trong qu trnh cnh tranh gay gt trn ton cu v gi tr o c v khch hng mi y c chp nhn rng ri. Cc nh qun l ngy nay phi tha nhn rng kh nng cnh tranh ca mt t chc c xc nh ng thi bi cht lng bn ngoi (p ng cc yu cu v mong i ca khch hng) v cht lng ni b (ph hp vi thng s k thut) ch khng ch bi mt trong hai im nu trn. Nhng thch thc trong o lng s tho mn ca khch hng C th ni y l nhng l do khin cc nh qun l say sa vi chng trnh o lng s tho mn ca khch hng. Tuy vy, nhng iu lc ban u tng chng nh n gin -

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006

ngh khch hng nh gi vic thc hin ca t chc - trong thc t ho ra khng n gin cht no. Nu khng c s tr gip c lc, cc t chc thng gp phi nhng tr ngi sau:

Khng phn bit r rng cc phn hi ca khch hng Kt qu sai lch nhiu Kt qu thay i ngu nhin gia cc giai on o lng (khng n nh) Khng c kh nng xc nh nhng yu t chnh quyt nh s tho mn Thiu qu nhiu d liu Kt lun v b (v d: nhn vin cn phi ti ci hn,...) Vn trong vic gii ngha t thuyt phc c t chc Khng dng n kt qu nghin cu

Bo co s khng y nu ch nu 75% s khch hng m chng ta iu tra cho bit h v cng tho mn. ch l d liu v b c th khng mang li gi tr no c. S tho mn thc s ca khch hng s c khi t chc c kh nng lun thu ht v gi c khch hng cng nh lun tng cng cng c mi quan h vi khch hng. iu ny khng n gin v khng ch gi gn trong cc ch s v s tho mn ca khch hng. iu m cc nh qun l thc s cn n chnh l nhng thng tin v cht lng do khch hng tip nhn, nhng thng tin ny s dn n vic nng cao v tng cng kh nng cnh tranh cng nh kh nng sinh li ca t chc.
u trang

Mc tiu o lng s tho mn ca khch hng Vic lit k ra mt danh sch cc mc tiu cho vic o lng s tho mn ca khch hng khng phi l kh, thm ch rt n gin. Di y l mt s v d v mc tiu thng c lin h vi chng trnh o lng s tho mn ca khch hng:

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006

bit c kin nh gi mt cch khch quan, mang tnh nh lng hin nay ca khch hng v cht lng chung ca t chc bit chc nguyn ca khch hng, trong nhiu trng hp, hnh vi ca h b nh hng nh th no bi s tip nhn v cht lng nu trn xc nh nhng tnh nng ca sn phm v dch v c nh hng nhiu nht n cht lng c tip nhn xc nh xem khch hng tip nhn mt cch thin ch hay khng thin ch i vi nhng tnh nng c th d bo nhng ci tin quan trng nhm t cht lng c nh gi cao nht xut cch thc t chc c th cng c nhng im mnh ca mnh thu ht v gi c nhiu khch hng hn cc nh qun l v nhn vin ca t chc c lng nghe nguyn vn kin ca khch hng bit c xu th khch hng tip nhn/nh gi cht lng ca t chc so snh cht lng cng vic ca cc b phn trong t chc benchmark/so snh hiu qu cht lng ca t chc vi cc i th ln benchmark/so snh hiu qu cht lng ca t chc vi cc phng php thc hnh tt nht trong lnh vc (c tha nhn trong ngnh, cho ngnh,...) xc nh nhng mong i v yu cu v cht lng m da vo khch hng thng nh gi t chc i vi mi sn phm/dch v ca t chc cung cp xc nh vn v nhng trng hp quan trng m khch hng tri nghim v xut hnh ng khc phc gip d on c nhng thay i tch cc/tiu cc trong kin ca khch hng.

Chin lc Qun l quan h khch hng (CRM) v mi quan h trong lnh vc dch v v h tr khch hng

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006 Trong 20 nm tr li y, vic qun l dch v tr thnh mt ch thu ht s quan tm ca cc doanh nghip k t khi lnh vc dch v chuyn t chc nng truyn thng l mt trung tm tiu tn chi ph ln v tr hin thi l mt c s to li nhun hay mt trong nhng ngnh kinh doanh ca chnh doanh nghip. Thng thng, chng ta thng xem xt dch v trong vai tr chin lc ca n, bao gm vic cung cp cho khch hng dch v trn gi i vi ton b vng i ca sn phm. Quan im ny tp trung vo cc loi dch v ti thi im bn hng hoc hu mi; n c xu hng b qua nhu cu qun l y mi hot ng giao dch vi khch hng, bao t khu trc khi bn hng, ti thi im bn hng v giai on hu mi m hin nay chu trnh ny thng c cp vi thut ng Qun l quan h khch hng (Customer Relations Management - CRM). CRM l mt qu trnh qun l tng hp y cc mi quan h gia ngi mua v ngi bn. Vi ngha ny, khi nim cng ngh CRM i hi phi to ra mt giao din ton din gia ngi mua v ngi bn, c thc hin thng qua cc cng ngh h thng hin i cng nh hnh thc thng mi in t. Khi nim CRM to ra mt m hnh cng nh c hi i vi cc nh qun l trong ngnh dch v cn phi tng cng vic qun l dch v mt cch tng th v ng thi phi th hin c nng lc ca t chc ca mnh. Vic khng nhn thc y v ngha ca h thng qun l khch hng c th dn n nhng kh khn trong qu trnh thc hin h thng. Trong mt doanh nghip in hnh, vic bn hng v cung cp dch v theo phng thc truyn thng thng c kt hp, trong , dch v ng vai tr h tr cho vic bn hng, v b phn ny thng c coi nh mt trung tm tiu tn chi ph. Trong lnh vc cng ngh cao, hot ng cung cp dch v c tch ra khi v tr h tr v c coi nh mt ngnh kinh doanh c qun l c lp. Vic tp trung vo lnh vc qun l khch hng s i hi phi tch hp li h thng, trc ht l c s h tng ca cc h thng bn hng v dch v, trong dch v hu mi l mt hot ng tng ng vi bn hng ch khng phi ng vai tr l thuc nh cc hot ng trc khi bn hng v h tr. CRM i hi s tch hp y tt c cc khu t cc dch v trc khi bn hng cho n dch v sau khi bn hng, vn hnh t mt c s d liu chung, s dng tt c cc hnh thc thu thp d

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006 liu t d liu li ni qua cc cuc in thoi, d liu s v cc knh truyn thng khc nh: in thoi di ng, Internet Nhng d liu ny cn c thit k to ra mt giao din cht ch vi khch hng, tp trung vo nhng nhu cu v yu cu v dch v ca khch hng hin thi cng nh ca nhng khch hng tim nng, ng thi d hiu i vi c ngi mua v ngi bn. t c iu ny, cn n s h tr ca cng ngh i vi vic xy dng c s h tng thng tin cng nh nhng cng ngh t ng h tr cho vic bn hng nh vic khai thc d liu, lu gi d liu, lp k hoch bn hng v ln k hoch thi gian. Vy th, vn quan trng trong vic sng to, thc hin v chuyn i sang mt h thng qun l quan h khch hng CRM l g? Xt din rng, vn chnh l nhu cu t ra i vi mt dch v v mi s tng tc c lin kt y , theo nh hng khch hng, khc phc c nhng ro cn v chnh tr, hnh vi ca khch hng, nhng ro cn v t chc cng nh s khc bit gia vic bn hng v cung cp dch v. y cng chnh l s khc bit c bn trong hot ng qun l gia cc doanh nghip sn xut v doanh nghip trong ngnh dch v. Trong lnh vc sn xut, do cc sn phm l c th, hu hnh nn c th lu kho c nhng trong dch v th khng nh vy. Chnh v vy, vic p dng CRM p dng trong ngnh dch v c th s phi u t nhiu hn so vi vic p dng CRM trong ngnh sn xut. Nhng ngi bn hng trong ngnh dch v thng bn nhng mt hng tru tng, ni cch khc l "bn nhng sn phm trong mt kho hng trng rng", v v vy nhng nhn vin ny cn phi c s hiu bit y v cc yu cu ca khch hng cng nh thi gian thc gia tng gi tr cho khch hng. Do , ngi bn hng cng hiu r nhu cu v yu cu thc s ca khch hng v dch v (yu cu v thi gian, gi tr dch v cung cp cho khch hng, v kh nng chi tr), th t chc s cng thu c nhiu li nhun trong giao dch bn hng. Tuy nhin, phn ln cc nhn vin bn hng thng c xu hng xem dch v nh l mt lnh vc tiu tn chi ph ca t chc. H thng gp kh khn khi xem y l mt ngnh c gi tr thc, v thng thng trong cc t chc sn xut, cc nh qun l thng c xu hng b qua khu dch v khi bn sn phm. Vic p dng CRM s bt buc nhng nhn vin bn hng phi hiu y nhng dch v ch thc cn thit cho nhng

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006 khch hng hin thi cng nh nhng khch hng tim nng. Tuy nhin, nu chng trnh CRM thiu mt chin lc v k hoch y , th t chc s d i n tnh trng qu ch trng vo hot ng bn hng v marketing m thiu s ch n cc dch v hu mi cng nh nhng nhu cu h tr. Ngy nay, vi s pht trin ca cng ngh, cc t chc c th xy dng cho mnh mt m hnh CRM, mt c s h tng i vi cc h thng v giao din ton din qun l cc thng tin v khch hng. Tuy nhin mt vn quan trng cn phi cn nhc chnh l vic khc phc nhng ro cn v mt chnh tr, hnh chnh v t chc ti thit k mt m hnh chin lc, trong tch hp cc khu bn hng, dch v, h tr, thng qua mt c s h tng hon thin v mt h thng h tr hon ho. Xt din rng, v c bn, cc khi nim CRM bao gm nhng h thng tch hp qun l dch v, v ch yu ch trng n kha cnh dch v trong th cn bng vi lnh vc bn hng. Trong khi , nhng h thng t ng h tr lc lng bn hng thng li ch tp trung vo kha cnh bn hng, m qun i hay gim thiu s h tr i vi cc hot ng hu mi. Hin gi, ch c mt s t h thng p ng c 2 lnh vc bn hng v dch v mt cch hon ho. Chnh v vy, iu quan trng i vi cc nh qun l l nn trnh vic vi v i ti quyt nh v gii php v cng ngh khng ton din, ch ch trng vo vai tr ny m li coi nh vai tr khc. Do , trc khi bt u mt d n CRM, bc u tin t chc cn lm l xy dng mt k hoch tch hp y , ton din v tit kim trong qu trnh thc hin.

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