HOT NG THC T PHT TRIN V CHM SC KHCH HNG TI

FPTS HCM
A. FCS
I. Hot ng kho st:
-

Kho st Sn phm dch v top 10 CTCK trn a bn - 2 thng/ln

Kho st Cht lng sn phm dch v FPTS qua email vi ton b khch
hng - 6 thng/ln

Kho st Cht lng Chuyn vin t vn qua email vi ton b khch hng
c gn - 6 thng/ln

Kho st Mc hi lng ca KH qua in thoi vi top 2000 - 6 thng/ln

Ghi ch: Hot ng kho st vi cc KH VIP khng nn gi mail, hay in
thoi kho st m

manager nn hn gp trc tip tip chuyn v ly

kin khch hng.

II. Hot ng chm sc:
-

Gi mail cho khch, gii thiu im mnh v cm n khch hng s

dng dch v ca FPTS - Manager gi

Gi in thoi hi thm, cm n, kim tra xem khch hng nhn c mt

khu cha? C th truy cp v s dng EzTrade khng? Khch hng c cn
h tr thm g khng? - 1 ngy sau khi khch hng m ti khon.

Gi in chc mng sinh nht khch hng top 1000.

Thc hin, gim st thc hin cam kt vi ban lnh o cng ty v cc tiu
ch quan trong trong phc v khch hng:
+ 100% email ca Khch hng c tr li trong vng 4 ting
+ 100% cuc gi n ca Khch hng c tr li chm nht trong 5 hi
chung
+ 100% phn nn ca Khch hng c tr x l trong ngy, trng hp c
bit (lin quan nhiu phng ban, ch quyt nh ban G cng nh yu t bt
kh khng khc) khng qu 01 ngy lm vic tip theo
+ 100% Khch hng m ti khon ti sn v online c hng dn y
v SPDV m Khch hng quan tm

Thc hin kim tra tnh hnh s dng hn mc giao dch k qu ca khch
hng vo cui ngy ch ng nng hn mc cho khch hng

KH VIP ti tn nh m ti khon, tng Token

Kim tra cc li giao dch tr tin k qu, li chuyn tin ch ng h tr

khch hng x l ngay

Nu gi mt khu qua mail s gi in li cho Kh xc nhn li khch hng

nhn c cha, nu thay i thng tin email online cng gi in xc
nhn li trc khi thay i thng tin

Trng, ph phng DVKH gp trc tip tm hiu nguyn nhn KH chuyn

khon i, ng ti khon, yu cu i Chuyn vin t vn.

T chc lp hc nh k cho nh u t. Gi mail ti liu lp hc u t

chng khon ti tt c khch hng ng k i hc trong vng 2 ngy sau khi
kt thc bui hc
Ghi ch: Hot ng tip xc, chm sc vi cc KH VIP, doanh nghip khng
nn gi mail, hay in thoi kho st m manager nn hn gp trc tip
tip chuyn v to quan h bn vng khch hng.
III. Hot ng Sale:

Hng ngy gi in theo mu c sn gii thiu FPTS v mi khch hng

tim nng m TK. Lp bo co 3 ngy/ln

Hng ngy gi in cho khch hng ng k m ti khon online, thuyt phc

khch hng m ti khon, hng dn khch hng hon tt h s, cch thc
giao dch; theo di, h tr qu trnh thc hin hon tt h s cho n khi KH
c th giao dch.

Gi in cho khch hng ng k lp hc chng khon mi m ti khon

Lin h gi quan h vi khch hng tim nng c th gii thiu khch hng
mi

Gi mail sale gii thiu sn phm dch v FPTS ti khch hng tim nng

Gi mail cc bo co phn tch, bo co th trng ca FPTS ti khch hng

tim nng

Ch ng lin h vi doanh nghip do FCF giwois thiu, gi quan h tin cy

vi ngi ph trch doanh nghip h tr c ng m ti khon v giao
dch chng khon Tt nht l manager v ngi c kinh nghim lm vic
ny.

B. FSB

I.

Hot ng phn loi, chm sc, t vn

1. Khch hng di hn
a. c im nh u t di hn:
-

tui : Trung nin hoc ln tui

Thi gian: Khng c thi gian theo di th trng nhiu

Ngun vn : Tng i di do v n nh, c nhng khon tin gi ngn

hng

Mc chp nhn ri ro: thp

Phng thc u t: Hng c tc v c phiu tng gi.

b. Cch nhn bit :

-

Anh/ ch ang u t nhng c phiu no?

Anh/ ch mun u t vo ngnh ngh no?

Mc tiu u t ca anh chi nh th no?

Kh nng chp nhn ri ro ra sao?

Anh/ch mun nm gi khong u t bao lu?

Ngun vn hin ti ca anh ch hin ti nh th no?

c. Phng php chm sc:

- Bm st danh mc u t khch hng v cp nht thng tin tc ng gi c
phiu khch hng.
- Phn tch, nhn nh, tm kim thng tin nhng c phiu khch hng yu cu.
- Tm kim nhng c phiu ph hp vi nhng tiu chun u t ca khch
hng v t vn khch hng.
- Thnh thong email cho khch hng v tinh hinh v m, tinh hinh doanh nghip.
- Thnh thong gi in trao i hiu nhng mong mun khch hng v to s
gn b khch hng vi cng ty.
d. Tiu chun la chn c phiu.
- Kinh doanh lnh vc n nh, t bin ng (thc phm, dc, vn ti)
- Li nhun trn vn cao. (ROE > 25%)
- 5< P/E<10
- V th u ngnh.
- Tng trng doanh thu cao v n nh.
- Dng tin daonh nghip duy tr tt.
- Thu nhp doanh nghip c th d on c.
- Ban lnh o doanh nghip phi hng n c ng.

2. Khch hng trung tnh

a. Khi Qut:
L nhng NT trung hn nhng mun tn dng nhng c hi bin ca gi c
phiu trong ngn hn gia tng tm kim li nhun.
b. c im
-

Tui: NT tr tui, hot bt, phn ng nhanh nhy, thng t 30 45

tui.

Thi gian: theo di th trng thng xuyn (thng tn sut theo di tt: 3
ln/ tun )

Ngun vn: n nh v linh ng.

Mc chp nhn ri ro: Trung bnh.

Danh mc u t: Hn hp v c s phn b.

Tn sut giao dch: kh thng xuyn

c. Cch thc nhn bit:

-

Bao gm 2 cch thc: trao i trc tip km t cu hi vi KH hoc xem lch

s giao dch
Cc cu hi thng t:
S thch u t l g? ( Trung Hn )
K vng t sut sinh li l bao nhiu? ( 15% - 25% )
Thi gian u t? ( 1 3 thng )
Mc chp nhn ct l? ( 10% )
C thch lt nu c s bin ng gi c phiu mnh khng? ( lt 5 7% )

d. Phng Php T Vn
Bao gm: Phng thc t vn v Phng tin t vn
-

Phng thc t vn:

+ Phn b t trng danh mc (% lt sng v % trung hn).

+ Phn b ri ro danh mc (bao gm nhng m c bn v m lt sng).
+ Bm st danh mc u t a ra chin lc mua bn hp l ty tng thi
im.
+ Cung cp thng tin v c phiu ang nm gi, tnh hnh th trng, tnh hnh v
m.
-

Phng tin chm sc: Mail, in Thoi, Gp Mt, Khc...

+ Mail: Thng xuyn gi mail t 2 n 3 ln / tun (Bo co v tnh hnh v m, bo

co v nhn nh xu hng th trng, bo co phn tch v m c phiu tim nng)
+ in thoi: 2, 3 ln trong tun (thng trc v sau gi giao dch)

+ Gp Mt: 1 ln / thng
+ Khc: Cht, gi tin nhn.

3. Khch hng lt sng

a. Tiu ch phn loi:
Vn u t: khong vn u t ca khch hng lt sng vo khong 300- 1 t

ng.
Cng vic hin ti: thng l nhn vin vn phng, hoc nh u t chuyn

nghip c thi gian bm st th trng.

Thi gian nm gi (xt trn mi deal giao dch): T+3, ti a 2 tun -1 thng.
Mc sinh li k vng: v l thi gian nm gi ngn nn mc sinh li k vng

trong mi ln gio dch xoay quanh ngng 2-5%.

Mc chp nhn ri ro: nh u t lt sng c mc chp nhn ri ro cao. V

ng thi ct l khi im mua sai l rt quyt lit.

Kinh nghim u t: nh u t lt sng thng chia lm 2 loi, mt loi l nh
u t mi gia nhp th trng, mt loi l nh u t tham gia lu c nhiu kinh

nghim v kin thc u t.

Phng thc la chn c phiu v giao dch: thng ch vo nhng m c
phiu c thanh khon ln beta cao, da vo phn tch k thut xc nh gi

mua bn, cng c th da vo tin tc giao dch.

b. Cch thc chm sc:
Email cp kt qu giao dch hng ngy trong ti khon, cp nht thng tin th
trng v cc m c phiu c trong danh mc trong bn tin km theo cc thng
tin nh hng ln n th trng. Cc phn tch c nhn ca broker v xu hng

sp ti.
Gi tin nhn u ngy cp nht thng tin mi, ni bt nh u t c ci nhn

khi qut v khi u phin giao dch nhanh hn.

Kt hp chat realtime trn yahoo hoc skype h tr thng tin kp thi nht,
y l knh nhanh nht thng tin cho nh u t bm sn vo thi im hin

ti.
Gi in thoi trc tip t vn, c th h tr t lnh khi khch hng bn rn:
kih khng th lin lc vi khch hng qua knh yahoo hoc skype knh in

thoi l cch tt nht.

c. Phng thc t vn v chn la c phiu
Da trn phn tch k thut:
+ Xc nh cc ngng h tr khng c,
+ S dng cc ch bo xung lng hay xu hng c tnh cht ngn shnj xy
dng h thng giao dch: RSI, Stochastic, MFI...
+ Khi lng t bin km theo cc iu kin gi tha mn
+ Knh gi theo xu hng tng gim hoc i ngang

Da trn bin ng, thng tin mang tnh chu k hng thng, hng qu, hng

nm: khuyn ngh khch hng mua n u thng tin t 3-5 phin giao dch
+ Cng b ch s CPI hng thng 20-25
+ Cc s liu v m: k hp thng k chnh ph cui/u thng
+ Bo co tng kt ca NHNN, B Ti chnh, B k hoch u t
+ Lch s kin ca UBCK, S giao dch
+ Chu k tng gi thng tin tch cc ca cc ngnh ring bit
Ngnh bnh ko thc phm: ma trung thu, ma l tt
Ngnh sch thit b trng hc: ma khai ging chun b cho nm hc mi thng

6 thng 7
- Ngnh chng khon: bo co cng b th phn hng qu, cc khon hon nhp
d phng tng gi chng khon
- Ngnh sm lp nha: bin ng theo gi du m th gii
- Ngnh thp: nhu cu xy dng, gi thp cn nng th gii
- Thng tin ni gin, thng tin bt thng
- Da vo cc k, thng tin review danh mc ca cc qu ETFs
-

4. Khch hng VIP chim doanh s ln

T vn nh phn loi trn
Thc hin gp g trao i, xy dng quan h c nhn bn vng, tt nht l c

manager i cng - 1 thng/ln.

II.
Hot ng Sale:
1. Chun b, rn luyn
Cp nht y , hon thin kin thc lin quan n SPDV, DVKH, K nng

sale, K nng thuyt trnh, cc kin thc t vn u t chng khon theo chng
trnh o to ni b ca FPTS
So sch s khc bit v u th sn phm FPTS vi cc CTCK khc tng
kh nng thuyt phc khch hng nh Giao dch k qu, ng trc rt tin trong
phin, Thc hin quyn trc tuyn,
Hc hi kinh nghim cc Salesman i trc
2. Tm kim khch hng:
R sot ton b cc mi quan h thn quen, cc, nhm KH tim nng t ngi
thn gii thiu, t cc trang mng v BS, Vng, chng khon
Cc khch hng trong danh sch khch hng c cng ty phn b, trong
bao gm khch hng l nh u t v khch hng FPTS khng c giao dch.
Tip cn cc cng ty c phn, c bit l khai thc khch hng l ban lnh
o, phng u t ti chnh ca cc cng ty nim yt v cha nim yt. Cc mi
quan h ny c th thit lp
Khch hng c gii thiu. y l ngun khch hng quan trong vi nhng mi
gii xy dng c data khch hng
3. Hn gp khch hng:

Gi in, gi mail hn gp ti bt c ni no thun tin nht vi khch hng,

Ch yu l hn ung Caf.
Nn ghi li thng tin KH ch ng gi hn gp m ti khon vo thi im
ph hp.VD thng tin s hu CP ca KH th s hn gp khi c phiu c bit ng
v.v
4. Cng vic thc t ca 1 Broker Sale
4.1

Cc phng thc tm kim v tip cn khch hng.

a. Qua email:

Gi th ng v cc thng tin tin ch ca cng ty n cc a chi mail ca

khch hng gii thiu v cng ty cng nh dch v bn mnh.
Gi cc bn tin, bi phn tch, cp nht thng tin cho khch hng cho
thy s quan tm n khch hng.
Cc bn tin v thng tin i hi phi cht lng, v nn dng mail merge
gi khch hng thy bn tin l gi ring cho h.
-u im: tip cn mt lng rt ln khch hng cng mt lc, nhanh
chng t mt thi gian, chi ph thp.
-Nhc im: khch hng c th khng c qua email, danh sch email
khng tim nng v tip cn theo phng thc ny s c tr vi thng
c th n vi nm.
b. Qua in thoi:
Trc tip gi in thoi lm quen vi khch hng, to thin cm v gii
thiu qua v bn cng ty.
T 3-5 ngy gi li ni chuyn v th trng, thng tin, v to s thn
thit. Sau 3 ln gi c th cp mi v bn mnh giao dch v thit lp
mt cuc hn gp. Nu cha th cht th lu li nhng khch hng tm
nng, c kh nng thuyt phc tip tc theo ui.
-u im: tip cn trc tip vi khch hng, s bit ngay khch hng c
nhu cu hay tim nng hay khng tp trung ngun lc c hiu qu. C
th to thin cm v s quan tm ca mnh vi khch hng.
-Nhc im: mt nhiu thi gian gi lc ra khch hng c nhu cu,
chi ph in thoi cng kh cao, cng cn c tr.
c. Qua mi quan h ca mnh:
Tn dng cc mi quan h ca mnh, mi nhng ngi c nhu cu hoc
ang giao dch v bn mnh tham gia giao dch
-u im: chi ph thp, d thuyt phc, nhanh.
-Nhc im: ngun khch hng s c hn, d dn n mu thun v
nhiu vn pht sinh khi c nh hng li ch.

d. Qua khch hng gii thiu:

To dng mi quan h thn thit vi khch hng hin ti, gi m li mi
cc ngi quen khch hng v bn mnh giao dch.
-u im: ngun khch hng hiu qu, t tn chi ph, ngun khch hng
nhiu c th khai thc lu di.
-Nhc im: cn phi c chin lc di hn v mt thi gian lu to
tnh cm v thn thit vi khch hng khch hng tin tng v gii
thiu cho mnh.
e. Qua i hi c ng cc doanh nghip v cc bui hi tho
v chng khon.
Tham gia cc k i h c ng tip cn c ng, xin thng tin v
cho mi v bn mnh giao dch, sau gi chm sc
-u im: khch hng rt tim nng, c nhu cu v hiu v th trng.
-Nhc im: HC khng t chc thng xuyn, a phn c ng ni
b v au t di hn
=> cc phng php h tr cho nhau cho tng chin lc t ngn hn
n di hn, u tin nn tn dng sale qua mi quan h, in thoi, i
HC v email. Sau thi gian c khch hng th pht trin sang ngun
gii thiu ca khch hng v tip tc duy tr vic sale qua email, in
thoi. sale tt nht nn tn dng tt c cc phng php.
4.2

Cch xc nh khch hng mc tiu v ngun khch hng.

a. Xc nh khch hng mc tiu

Nhng ngi lm trong lnh vc ti chnh, trong cc doanh nghip l

cng ty c phn, cng ty nim yt.

Nhng ngi ang giao dch ti cc cng ty chng khon khc.

Nhng ngi lm kinh doanh hay cc ngnh ngh khc m thch u

t.

Nhng ngi ang c nhu cu tm hiu v quan tm.

b. Ngun khch hng

Danh sch c ng cc doanh nghip

Danh sch nhng ngi c kh nng u t nh danh sch gi tit kim,

danh sch mua cn h...

Tn dng mi quan h xung quanh, mi quan h ca khch hng

4.3 Lch lm vic mt ngy.

-

T sng n 9h30: c tin tc, in thoi trao i v th trng v

thng tin vi khch hng thn thit v thi gian bui sng khch hng
thng i lm bn hp v cc sinh hot bui sng nn ch gi khch
hng thn thit. Nu gi vo thi im ny c th lm khch hng kh
chu v khng mun trao i.

T 9h30-11h30 v 14h-16h30: thi gian thch hp gi in thoi

T 11h30-14h: tng hp tnh hnh th trng, gi mail khch hng cc

thng tin cp nht cc c phiu v y l thi im khch hng ngh
tra nn trnh gi l phin.

T 16h30-18h: vit bn tin, tng hp th trng gi mail khch hng

ti khch hng xem qua, thi gian ny khch trn ng lm v, lo
chuyn gia nh khng nn gi.

5. Hu bn hng: Quay li phn (B) (I)