Hng ha t tin Mt cng ty thnh cng trong vic customize cc dng ca mt sn phm t tin c th t c li th cnh tranh so vi i th.

Suy xt v xe t. Mt ngi mua xe, c th to ra hng trm ngn la khi m financing, dch v, gii thiu cng nh vic mua xe ban u c ti. Tt c nhng yu t ny cng vi nhau, tng ng vi mt c hi ln cho cc doanh nghip nhm phc v s thch c nhn ca khch hng. C hi tng t cng ng vi cc sn phm thng mi, bao gm my mc, h thng thng tin, hot ng thu ngoi v t vn. Sn phm v dch v s ha Bt k th g c th s ha c u c th customize. Nu nhng sn phm c mua thng xuyn, cung cp mt mu phn bit c ca s thch c nhn, chng c th ph hp l tng cho marketing one-to-one. D nhin chng khng ch bao gm thip chc mng m cn l phn mm, tp ch, dch v vin thng, v sn phm gii tr nh phim nh, videos, games, v nhc ghi m. Tht vy, rt nhiu cng ty trong nhng ngnh kinh doanh ny ang tin hnh pht trin hc hi cc mi quan h??? Dch v trc tuyn Nh cung cp cc dch v trc tuyn cung cp mt lot cc la chn bao gm mua sm in t, cc din n, gii tr, tin tc v dch v ti chnh nhng ch mt s t p ng c s thun tin. Hin nay, ngi dng phi duyt thng tin qua cc s la chn sau khi la chn. Mt i th cnh tranh m nghin cu nhu cu khch hng c th duyt thng tin thay cho khch hng v la chn nhng kh nng lin quan. Sn phm c bit v xa x Mt s ngnh (nh qun o, nc hoa v m phm, thit b th thao, ru) c nhiu khch hng vi nhng s thch rt phc tp. V d nh, mi ngi khc nhau khng ch bi nhng s o m cn ci cch h thch qun o c va v trng nh th no. Levis Strauss li dng iu ny bng nhng s khc bit da trn masscustomize jeans xanh cho ph n, s dng cng ngh cung cp bi Custom Clothing Technology Corporation of Newton, MA. Sau khi c c s o ca khch hng, c ta s mc th mt hoc hai cp qun jean quyt nh xem thch ci no. Thng tin sau c gi ti nh xng may. Mc d hin ti Levis gii hn chng trnh ny ch cho mt kiu jeans, th cch ny vn to ra mt c hi to ln nhm xy dng nghin cu mi quan h???

Dch v bn l Trong nhiu ngnh cng nghip th cc nh bn l c nhiu li th so vi nh sn xut trong vic xy dng Learning Relationship vi ngi tiu dng, nht l khi khch hng mun chm, cm nhn, tm kim (qun o, giy, v sch) hoc khi sn phm c dng ngay lp tc (nh hng, bar). Chng cng c li th khi khch hng khng mua mt lng ln sn phm ca mt nh sn xut (tp ha). l v cc nh bn l mt v th tt hn quan st cc kiu khch mua hng v v n c th tn km hn cho cc nh sn xut xy dng Learning Relationship. Cui cng, rt nhiu nh bn l offer cho khch hng c ch ring sn phm m cn l dch v, v dch v th c th mass-customize d dng hn so vi sn phm. Ginh git khch hng Nh bn l, i l bo him, nh phn phi, trang tr ni tht v nhng ngi khc m c th giao dch trc tip vi khch hng c th kim sot cc mi quan h. Mt khc, nh sn xut v dch v c mt li th khi khch hng thng xuyn mua cng loi ca sn phm ( trang im, tp ch, vn phng phm); khi sn phm c phn phi mt cch kinh t ti nh hoc vn phng; khi khch hng nh gi mi quan h vi sn phm hoc nhn hiu. R rng, nhng ranh gii ny c th b vt qua v thay i lin tc: nh sn xut v dch v c th tr thnh nh bn l v ngc li. V tin b trong cng ngh ang lm cho n ngy cng d dng cho mt thnh vin ca chui gi tr lm xa nha nhng li th t nhin. xem xt, v d, 3 l do c bn ngi tiu dng ti ca hng bn l: c thng tin h cn nhm ra quyt nh mua hng, tr tin, s hu n. Nh vo cng ngh da trn thng tin ging nhau lm cho vic Learning Relationship tr nn c th lm c???, ngi mua khng phi v bt c l do g ti ca hng. Ngy nay, ngi tiu dng c th tip nhn thng tin tt hn thng tin khng thin v, so snh, chnh xc, tc thi thng qua dch v trc tuyn, CD-ROM catalog, fax v cui cng c th tip nhn qua TV. Nh s bng n tip tc trong catalog v home-TV shopping chng thc, khch hng c nhn v t chc c th mua hng qua in thoi v qua dch v trc tuyn d dng nh vy, nu khng mun ni l d dng hn. Cui cng, hu ht u c giao ti tn nh nh Fedex, UPS, dch v chuyn pht chuyn dng, v fax Vi cc nh bn l, thng ip l rt r rng: nu h mun duy tr hoc tng cng li th cnh tranh, h phi bt u thit lp Learning Relationships vi nhng

khch hng tt nht ca h. Mt khc, nh sn xut hoc cng ty dch v, mt hoc nhiu lin kt loi b t ngi dng c nhiu la chn??? N c th xy dng Learning Relationships vi nhng ngi chim lin kt tip theo, t kin thc v nhng mong mun, nhu cu ca h, v s thch theo thi gian, v cc sn phm v mass-cutomize p ng yu cu ca h.????V y cng l hng Andersen nhn ra rng ch nh khng thng xuyn mua ca s to thnh mt mi quan h hiu qu, lu di vi cng ty - ang hng v . Mc d Andersen ln k hoch tip tc mass-customize ca s cho ngi mua, h cng d nh nui dng Learning Relationships vi kin trc s, th xy, v nh phn phi ca s. Mt la chn khc cho nh sn xut hay cng ty dch v l hnh thnh mi quan h cht ch hn vi nh bn l h c th cng nhau kim sot Learning Relationship vi khch hng c nhn. Nhng mi quan h ny i hi chia s thng tin v s hiu bit, hot ng lin kt cht ch mong mun ca ngi tiu dng c th c chuyn i mt cch hiu qu v nhanh chng thnh cc sn phm v dch v ph hp, v c th lm cho u t chung v quyt nh chin lc v cch tt nht phc v khch hng theo thi gian. Ty chn ny c th c ngha cho cc cng ty nh sn xut t, m ch yu da vo cc i l cung cp s tip xc, cm gic, v li th cn thit cho ngi tiu dng thc hin vic mua. Lm th no xy dng Learning Relationships Nu cc nh qun l quyt nh rng cng ty ca h c th v nn duy tr Learning Relationships vi khch hng, vy h phi lm th no? C 4 yu t c bn: mt chin lc thng tin bt u i thoi vi khch hng v ghi nh s thch ca h; mt chin lc sn xut / cung cp thc hin nhng g cng ty bit v khch hng c nhn; mt chin lc t chc trong vic qun l khch hng v kh nng; mt chin lc nh gi nh gi hiu sut. Chin lc thng tin: Duy tr Learning Relationships ty thuc vo kh nng ca cng ty trong vic khi gi v qun l thng tin v khch hng. Bc u tin l xc nh nhng khch hng c nhn m n tr tin c c Learning Relationship. Rt d cho vic kinh doanh khch sn, hng khng, c khch hng t ch bng tn ca h v giao dch v s thch d dng theo di. Trong cc lnh vc m khch hng l v danh, nh bn l, mt cng ty c th s dng mt hoc 2 cch thuyt phc h xc nh v cung cp thng tin v h;

cho h thy rng c th phc v tt hn nu h cung cp thng tin hoc cho h mt s th gi tr nh qu hoc gim gi. V d, Waldenbooks offer 10% discount trn tt c n hng nu khch hng tr thnh Preffered Readers. Chng trnh ny cho php cng ty theo di c khch mua hng bt k ca hng Waldenbooks no. Tm hiu v s thch ca khch hng cho php cc hiu sch cho mt khch hng c th bit khi no, v d, cun tiu thuyt tip theo ca William Styron s c pht hnh hoc khi mt tc gi c tc phm khch hng mua s mt ca hng k sch. Rt t cng ty mun c mi quan h nh vy vi tt c khch hng. Chng trnh ca Waldenbooks, v d, nhm vo nhng ngi chi tiu nhiu hn 100$ mt nm ti cc ca hng ca mnh. Nh mt thit b sng lc, cc cng ty thu 10 USD l ph hng nm cho Preferred Reader. Vi bt k chng trnh mi, th cch tt nht l bt u vi cc khch hng c gi tr nht ca cng ty. Khi cng ty thy rng gi tr ca Learning Relationships vi h vt qu chi ph, c th dn dn m rng chng trnh cho khch hng khc. Khi mt cng ty xc nh c cc khch hng m n mong mun c Learning Relationships, c mt s cch m n c th thc hin mt cuc i thoi hiu qu. S pht trin nhanh chng ca cng ngh tng tc - bao gm c cc ki t in t, dch v trc tuyn, v mail c nh hng - ang lm cho cc cuc i thoi nh vy d dng hn v t tn km. Cc doanh nghip m bao hm mt cch t nhin cc lin h c nhn vi khch hng, hoc trn in thoi hoc trc tip, c c hi vng tm hiu v chng.