Xy dng thng hiu qua dch v ca khch hng

1. Thit lp v thc hin mt mc ch dch v khch hng ph hp thng hiu Cc cng ty thnh cng cng thc ha mt mc tiu chin lc (strategic intent) v thc hin theo cng thc c c thnh cng th trng; cc t chc c hiu bit bn ha mc tiu chin lc thnh mc tiu thng hiu. Trong khi cc doanh nghip thng nm bt mc ch thng hiu bng hot ng qung co, h li b qua iu khi a ra cc dch v khch hng, d l thng qua trang web, trung tm t vn khch hng, cc ca hng, hay cc chi nhnh. iu ny c th kt thc bng s ph hy thng hiu. Do vic tung ra dch v khch hng ph hp thng hiu l iu rt quan trng m cc nh iu hnh cp C phi lm m bo s thc hin thng sut c nhng hot ng trc tip vi khch hng v nhng hot ng h tr sn xut. 2. Thit k cc quy trnh ph hp vi thng hiu Cc quy trnh dch v khch hng thng lin quan n nhiu khu, nhiu nhim v, ngun nhn lc, v cc t chc khc nhau. V d, dch v trung tm t vn khch hng bao gm ng dy cuc gi, cc tng tc, cc gii

php, s hi lng, v cng c th bao gm cc giao tip vi nc ngoi, da trn nhng nguyn tc kinh doanh c xc nh trc. Cc thng hiu cao cp nn thit k cc quy trnh tp trung vo dch v khch hng h tr trc tip bng con ngi hn l cc dch v tng i c nh, d n theo khng gian tr s (brick-and-motar) hay mt ch t vn khch hng (v d nh ni chuyn qua in thoi hoc qua web). Vic m bo rng cc cp dch v cam kt phi t c thng qua cc cng c qun l quy trnh dch v khch hng mnh l iu cng rt quan trng. Cc thng hiu khng b xm phm cn hn ch dch v khch hng ni chuyn phim hoc nhng cuc ni chuyn c nhn hung hng. 3. Cung cp dch v ph hp thng hiu c s h tr ca con ngi Dch v h tr s dng con ngi c ngha l cc yu cu dch v khch hng phc tp v cc giao dch c th i hi phi c s tham gia ca con ngi. Hn na, mt vi phn khc khch hng thch c tip cn vi con ngi. Do , vic cng ty thu v duy tr i ng nhn s ph hp cho dch v khch hng l quan trng. Cc t chc ngun nhn lc c th lm cho c tnh ca thng hiu tng thch vi c tnh mong mun ca i ng i din tuyn u m bo vic tuyn dng v duy tr nhn vin t vn ph hp vi thng hiu. Phong cch giao tip v kin thc ca cc i l trung tm t vn khch hng theo kiu m hnh vai tr (tc l, ph hp vi thng hiu nht) c th c a vo cc h thng qun l dch v khch hng theo dng ni

dung thng tin v hng dn tng tc i vi cc nhn vin t vn ti cc im tng tc vi khch hng, v thm ch c trong cc h thng tng i c nh. Cc cng ty dch v ti chnh v bn l i trc thi i ang m rng nhng h thng nh vy thnh nhng ca hng v cc chi nhnh c khng gian tr s nng cao tnh hiu qu v tnh ng b. 4. Cung cp nhng tng i c nh ph hp vi thng hiu Tng i c nh em n mt c hi ln xy dng hnh nh ca thng hiu. V d, cc h thng thng tin tr gip hng dn tinh vi v cc chatbot trc tuyn c thit lp theo sau nhng pht ngn vin qung co a truyn thng ca cng ty c th kt hp tha ng gia tng tc tng i c nh ph hp thng hiu vi khch hng. Mt v d gi thuyt c th l chatbot c thip lp theo sau con tc k hoc ngi c i vi GEICO v William Shatner i vi priceline.com. Trn thc t, mt cng ty dch v ti chnh hng u Nht Bn s dng mt chatbot thit lp theo sau mt din vin ni ting trn thng mi truyn hnh. 5. S dng thc o ph hp thng hiu Mt sai lm nghim trng trong qun l dch v khch hng l s khng ng b gia chin lc thng hiu vi cc thc o dch v. V d, thc o Wal-Mart force-fitting i vi mt mc tiu thng hiu Nordstrom l mt chin lc khng tt. Cc thng hiu cao cp khng nn nhn mnh vo cc thc o s lng nh l s ln x l cuc gi trung bnh.

6. Ph hp ha vi thng hiu tt c cc im tip xc Hu ht cc doanh nghip vn c s tng tc, d liu, v kho kin thc cc trung tm t vn cuc gi, cc trung tm dch v trc tuyn, v cc h thng tng i c nh, nhng nhng b phn ny khng bit cc b phn khc ang hot ng nh th no. Gn y, rt nhiu cc cng ty bt u lin kt cc tng tc khch hng vi kin thc vo mt nn tng chung nh l bc u tin lin kt kinh nghim khch hng qua cc knh khc nhau vi cc nhn vin t vn dch v. Tuy nhin, hu ht cc cng ty vn cha ph hp ha vi thng hiu cc dch v khch hng qua cc knh giao tip. Mt nn tng thng nht tip cn ti dch v khch hng lin knh v ph hp thng hiu c th gip h t c hiu qu nhanh hn, v nhng khch hng ca h s khng gp phi kh khn g khi b chuyn t knh giao tip ny sang knh giao tip khc, hoc t nhn vin t vn ny sang i l khc. thiet ke logo, in an, thuong hieu, branding, logo vector, thiet ke thuong hieu, quang ba thuong hieu, thit k logo, in n, thng hiu, thit k thng hiu, qung b thng hiu