Emerald Digital MKT

SVTH: PHM TH DIM TRANG
TRNG AI HOC KINH TE TP. HCM

KHOA THNG MAI DU LCH MARKETING
CHUYEN E TOT NGHIEP
E TAI :
GIAI PHAP NHAM NANG CAO S THOA MAN CUA

KHACH HANG KHI S DUNG DCH VU TAI CONG TY
EMERALD DIGITAL MARKETING
GIANG VIEN HNG DAN: Th.s INH TIEN MINH

SINH VIEN THC HIEN
: PHAM TH DIEM TRANG
LP
: MAKERTING 01
NIEN KHOA 2008 - 2012
GVHD: TH.S INH TIN MINH
LI CM N
Qua khong thi gian ba thng thc hin chuyn tt nghip, em xin gi li cm n
n thy inh Tin Minh, thy hng dn, theo st em trong qu trnh lm ti v lp
nn mt k hoch lm vic hiu qu em c th hon thnh c chuyn tt nghip ca
mnh.
Trong thi gian thc tp ti cng ty Emerald Digital Marketing, cho em c php
cm n s gip tn tnh ca cc anh ch nhn vin trong cng ty v c bit ti ch Denis
Thi (Ph gim c cng ty) hng dn em mt cch tn tnh v chu o.
Em cng xin gi li cm n n Ban gim hiu, cc thy c gio trong khoa Thng
mi Du lch Marketing ca trng i hc Kinh t TPHCM, cho em mt mi trng
hc tp tt v nng ng to tin tt cho em sau ny. Bn cnh , em cng xin c cm
n ba m, bn b, anh ch gip v mt tinh thn, vt cht v gp cho em trong sut
qu trnh hon thnh chuyn tt nghip.
Em xin cm n!
MC LC
LI M U ............................................................................................. 1
1. L do chn ti ........................................................................................................... 2
2. Mc tiu ......................................................................................................................... 2
2.1.
Mc tiu vi sinh vin ........................................................................................... 2
2.2.
Mc tiu i vi doanh nghip ............................................................................. 2
3. Quy trnh thc hin v phng php thc hin ........................................................ 2

3.1.
Quy trnh thc hin ............................................................................................... 2
3.2.
Phng php nghin cu ...................................................................................... 3
4. Phn tch d liu ........................................................................................................... 4

5. Phm vi nghin cu....................................................................................................... 4
6. Hn ch ca ti ......................................................................................................... 5
7. Kt cu ca ti .......................................................................................................... 5
CHNG 1:C S L LUN V S HI LNG CA KHCH

HNG .......................................................................................................... 6
1.1.
nh ngha v gi tr v s hi lng (tha mn) ca khch hng......................... 6
1.1.1.
Gi tr ca khch hng ......................................................................................... 6
1.1.2.
S hi lng ca khch hng .................................................................................. 8
1.2.
Nhng phng php theo di v lng nh s hi lng ca khch hng .......... 9
1.2.1.
H thng khiu ni v gp ................................................................................. 9
1.2.2.
iu tra ............................................................................................................... 10
1.2.3.
Phn tch nguyn nhn mt khch hng ............................................................. 11
1.3.
To ra gi tr cung ng v s hi lng cho khch hng ................................... 2012
1.4.
Cc yu t nh hng n s tha mn ca khch hng .................................... 12
1.4.1.
Yu t con ngi ................................................................................................. 12
1.4.2.
Yu t sn phm .................................................................................................. 12
1.4.3.
Yu t thun tin ................................................................................................. 12
1.5.
Ch s o lng v s hi lng ca khch hng (CSI Customer Satisfaction
Index) .................................................................................................................................. 13
1.5.1.
Ngun gc v vic s dng ch s CSI ................................................................ 13
1.5.2.
Mc tiu ca vic s dng ch s hi lng khch hng CSI ........................... 2213
1.5.3.
Cc yu t c th o lng ch s .................................................................. 14
1.6.
Kt lun chng 1 .................................................................................................... 16
CHNG 2:GII THIU CHUNG V CNG TYEMERALD

DIGITAL MARKETING.......................................................................... 17
2.1.
Gii thiu chung v cng ty TNHH T vn Ngc Lc Bo (Emerald Digital
Marketing) .......................................................................................................................... 17
2.2.
ngh logo ................................................................................................................ 17
2.3.
Lch s hnh thnh v pht trin ca cng ty ....................................................... 17
2.4.
Tng quan v dich v ca cng ty .......................................................................... 18
2.4.1.
Tip th tm kim (SEM Search Engine Marketing) ..................................... 2718
2.4.2.
Qung co hin th .............................................................................................. 19
2.4.3.
Tip th lan truyn ............................................................................................... 19
2.4.4.
Tip th qua th in t....................................................................................... 20
2.4.5.
Dch v sng to ................................................................................................. 20
2.4.6.
Thit k Web........................................................................................................ 21
2.4.7.
Phn tch Web ..................................................................................................... 21
2.4.
C cu hot ng ca cng Ty ............................................................................... 23
2.5.
Quy trnh lm vic ca cng ty ............................................................................... 25
2.6.
Kt qu hot ng kinh doanh v nhng thnh tu cng ty t c trong thi
gian gn y........................................................................................................................ 27
2.6.1.
Kt qu hot ng kinh doanh ............................................................................ 27
2.6.2.
Thnh tu cng ty t c ................................................................................ 28
2.7.
Kt lun chng 2 .................................................................................................... 28
CHNG 3: THC TRNG CUNG CP DCH V TI CNG TY

EMERALD DIGITAL MARKETING .................................................... 29
3.1.
Tnh hnh khch hng s dng cc dch v ca cng ty trong hai nm gn y
2010 v 2011 ....................................................................................................................... 29

3.1.1.
Khch hng vi chin dch xy dng thng hiu trong di hn. ..................... 29
3.1.2.
Khch hng vi nhng chng trnh thc hin trong ngn hn. ................... 3930
3.2.
Phn tch kt qu nghin cu ................................................................................. 30
3.2.1.
Nghin cu nh lng ....................................................................................... 30
3.2.2. Nghin cu nh tnh .............................................................................................. 39

3.2.3
M hnh s hi lng ca khch hng khi s dng dch v t vn ti cng ty
Emerald Digital Marketing ..................................................................................................... 47

3.3.
Kt lun chng 3 .................................................................................................... 49
CHNG 4: HNG XUT GII PHP NHM NNG CAO

S HI LNG CA KHCH HNG KHI S DNG DCH V TI
CNG TY
EMERALD DIGITAL MARKETING .................................................... 50
4.1. xut gii php .......................................................................................................... 50

4.1.1.
Gii php v nng lc: cht lng dch v ........................................................ 50
4.1.2.
Gii php v pht trin bn vng v trch nhim x hi (CSR Coporate Social
Responsibility). ................................................................................................................. 52
4.2.Kin ngh ...................................................................................................................... 56
4.3.Kt lun chng 4 ......................................................................................................... 56
KT LUN ................................................................................................. 57
PH LC ............................................................................................................................... 58
DANH MC TI LIU THAM KHO ................................................. 62
DANH MC BNG
Bng 2.1 Bo co kt qu hot ng kinh doanh ca cng ty ba nm 2009, 2010, 2011 .... 27
Bng 3.1 Thng k mc s dng dch v t vn ti cng ty ........................................... 31
Bng 3.2 Thng k mc ng v uy tn cng ty trong dch v t vn ......................... 32
Bng 3.3 Nhng yu t th hin mc uy tn ca cng ty ................................................. 34
Bng 3.4 Nhn xt ca khch hng v cht lng dch v ca cng ty................................. 35
Bng 3.5 Gi tr cm nhn v s ph hp gia chi ph v kt qu t c ........................ 36
Bng 3.6 kin v vic tip tc s dng dch v ti cng ty ............................................... 36
Bng 3.7 kin v vic sn lng gii thiu dch v cho i tc .......................................... 37
Bng 3.8 Kt qu ca cng ty sau khi dc t vn ti cng ty .............................................. 38
DANH MC HNH V
Hnh 1.1 Cc yu t quyt nh gi tr dnh cho khch hng ........................................ 7

Hnh 2.1 i tc ca cng ty ................................................................................ 22
Hnh 2.2 Khch hng trc tip ca cng ty .............................................................. 22
Hnh 2.3 C cu hot ng ca cng ty................................................................... 23
Hnh 2.4 i ng qun l .................................................................................... 24
Hnh 2.5 Quy trnh hot ng ti cng ty Emerald Digital Marketing ............................ 25
Hnh 3.6 M hnh s hi lng ca khch hng khi s dng dch v ti cng ty ................ 48
DANH MC BIU
Hnh 3.1 Biu th hin t l s lng d n s dng dch v ti cng ty .......................... 32

Hnh 3.2 Biu th hin t l mc ng v uy tn cng ty trong dch v t vn ......... 33
Hnh 3.3 Biu th hin t l mc hi lng ca khch hng v cht lng dch v ti
cng ty ..................................................................................................................................... 36
Hnh 3.4 Biu th hin t l mc tip tc s dng dch v ti cng ty khi c d n mi
................................................................................................................................................. 37
Hnh 3.5 Biu th hin t l mc ng v vic gii thiu dch v ca Emerald vi i
tc ca khch hng .................................................................................................................. 38
Hnh 3.6 Biu th hin t l t mc tiu ca khch hng vi kt qu thu c ............. 39
LI M U
1.
L do chn ti
Trong qu trnh cnh tranh khc lit nh hin nay, khch hng c qu nhiu la chn
p ng mt nhu cu ca mnh. Th trng ngi mua ngy cng kh tnh v i hi cao

cht lng sn phm h s dng, v c s so snh gia cc thng hiu la chn cho
mnh mt nh cung cp tt nht, p ng ng nhu cu hin ti ca mnh nht.
Khch hng l mu cht quan trng ca mt cng ty tn ti v pht trin. chin
thng cnh tranh v sng st, cc doanh nghip cn phi c mt trit l mi ly khch hng
lm trng tm v cung ng gi tr ho hng cho cc khch hng mc tiu ca mnh th mi
chin thng c cnh tranh. Nhng cng ty ny bit to ra khch hng ch khng ch n
thun to ra sn phm cung cp cho th trng.
Emerald Digital Marketing l mt cng ty cung cp, t vn chin lc dch v truyn
thng trn k thut s. Trong thi gian thc tp ti cng ty, ti bit rng, cng ty c rt nhiu
khch hng ln vn ang hp tc vi cng ty nhng cng khng t khch hng thay v tip
tc chn Emerald li chuyn qua tm kim mt i tc mi. B mt i nhng khch hng
quan trng l iu khng ai mun, tuy nhin phi tm hiu c nguyn nhn ca vic b mt
khch hng t a ra gii php khc phc. Qua qu trnh tm hiu, sn phm cng ty cung
cp tt cho khch hng, mang li s hi lng cao khi s dng, nhng bn cnh , quan h
gia cng ty v khch hng cn mt s iu cn khc phc nn ti chn ti Gii php
nhm nng cao s tha mn ca khch hng khi s dng dch v ti cng ty Emerald
Digital Marketing lm chuyn tt nghip.
10
2.
Mc tiu
2.1.
Mc tiu vi sinh vin
ng dng dc l thuyt to s tho mn cho khch hng bng cht lng dch v v
gi tr vo thc t ca cng ty.
Nm r hn tnh hnh khch hng hin ti ca doanh nghip v mc hi lng ca

khch hng vi cng ty nh th no trong thi gian ba nm gn dy v tm hiu c
nhng nguyn nhn b mt khch hng ca doanh nghip.
2.2.
Mc tiu i vi doanh nghip
nh gi c mc hi lng ca khch hng vi cht lng dch v ca doanh

nghip.
xut a ra nhng gii php hon thin tt hn chnh sch chm sc khch
hng gi chn c khch hng tip tc s dng dch v ti cng ty.
3.
Quy trnh thc hin v phng php thc hin
3.1.
Quy trnh thc hin

Bc 1: Xc nh vn cn nghin cu l mc hi lng ca khch hng khi s
dng dch v ti cng ty Emerald Digital Marketing.

Thi gian thc hin: T ngy 01- 06/02/2012.
Bc 2: Thu thp thng tin cn nghin cu. D liu cn phi thu thp l l thuyt
v Marketing, v s hi lng ca khch hng khi s dng sn phm dch v, v ch s o
lng s hi lng ca khch hng.
Thi gian thc hin: T ngy 06 15/02/2012.
Bc 3: Thu thp d liu cng ty ang thc tp v nhng d liu c bn ca cng ty
nh ti liu gii thiu cng ty, c cu t chc, khch hng, bo co kt qu hot ng kinh
doanh ca cng ty trong ba nm 2009, 2010, 2011.
Thi gian thu thp: T ngy 15 18/02/2012.
Bc 4: Nghin cu ti bn cc thng tin v th trng, tnh hnh chung ca cc
doanh nghip Vit Nam nh gi v ch trng s hi lng vi khch hng. Tip theo nghin
11
cu thctrng khch hng s dng cc dch v ti cng ty, mc hi lng ca khch hng
khi s dng nhng dch v ny.
Thi gian thc hin: T ngy 19 24/02/2012
Bc 5: Tin hnh lp bng cu hi nghin cu nh gi s hi lng ca khch hng
khi s dng dch v ti Emerald Digital Marketing. i tng kho st l nhng khch hng
tng s dng dch v ca cng ty, gi bng cu hi qua mail. Sau dng phn mm SPSS
11.5 phn tch s liu.
Thi gian thc hin: T ngy 25 13/03/2012
Bc 6: T nhng s liu thu thp c cng vi kt qu phn tch c t SPSS tin
hnh vit bo co, a ra hng xut gii php cho cng ty nng cao s tha mn ca
khch hng khi s dng dch v ti cng ty.
Thi gian thc hin: T ngy 14 17/03/2012.
3.2.
Phng php nghin cu
3.2.1. Phng php nghin cu ti bn

Thu thp thng tin th cp: thu thp thng tin lin quan n c s l thuyt v s hi
lng ca khch hng, thng tin v th trng, thng tin c bn v cng ty, c cu t chc,
tnh hnh hot ng, bo co kt quhot ng kinh doanh. Tm kim thng tin qua website,
ti liu v cng ty, ngun thng tin ni b.
3.2.2. Phng php phng vn
Ly thng tin kin t ph gim c kim nh nhng thng tin thu thp c v
hi k hn v quy ch hot ng ca cng ty.
3.2.3. Phng php kho st ti hin trng
D liu s cp c thu thp bng kho st:
Kho st nh tnh: Quan st ca c nhn, hi nhn vin cng ty v khch hng ph
trch:
12
Ni dung phng vn
o
Nhng d n no v ang chy.
Thi lm vic vi khch hng.
Qu trnh tng tc vi khch hng.
Hot ng ca cng ty dnh cho khch hng.

S lng phng vn: 3 nhn vin
Thi gian phng vn: 3 ngy
Kho st nh lng: bng bng cu hi v thng qua mail
Ni dung phng vn
Gi dch v ang c t vn.
Thi lm vic ca nhn vin.
Kt qu ca nhng d n trc .
Tin trnh ca d n ang chy.
Mc hi lng vi qu trnh lm vic ca cng ty.
kin v vic tip tc s dng dch v t vn ti cng ty.

S lng mu: 20
Thi gian phng vn: 7 ngy
i tng mu: 20 khch hng, gi bng cu hi qua mail c sn trong d liu
khch hng ca cng ty.

Bng cu hi: s lng 8 cu hi
4.
Phn tch d liu
X l d liu bng phn mm SPSS 11.5.
V bng phn tch bng phn mm Excel.
5.
Phm vi nghin cu
Phm vi khng gian: kho st trong phm vi khch hng ti TPHCM vi d liu
khch hng c sn ca cng ty.

Phm vi thi gian: Trong thi gian 2 thng t ngy 01/02- 30/03/2012.
13
6.
Hn ch ca ti
i tng kho st hp v kh tm c i tng thch hp.
D liu ca khch hng nn kh c s dng.
Thi gian thc tp ti cng ty ngn.
7.
Kt cu ca ti
Ngoi li m du v kt lun, ti cn c 4 chng:
Chng 1: C s l lun v s hi lng ca khch hng
Trong chng ny, chng ta s c nhng khi nim c bn v chm sc khch hng,
h thng o lng v nh gi mc hi lng ca khch hng lm nn tng phn tch

thc trng v xut gii php phn sau.
Chng 2: Gii thiu chung v cng ty Emeral Digital Marketing
Khi qut v cng ty, lch s hnh thnh v pht trin, c cu hot ng v quy trnh
lm vic ti cng ty. Bn cnh khi qut v tnh hnh hot ng kinh doanh ca cng ty
trong ba nm 2009, 2010 v 2011.
Chng 3: Thc trng cung cp dch v ti cng ty Emeral Digital Marketing
nh gi tnh hnh khch hng ti cng ty theo hai hng khch hng vi nhng
chng trnh pht trin thng hiu trong di hn v chng trnh thc hin trong ngn hn.
Phn tch kt qu nghin cu v mt nh tnh v nh lng.
Chng 4:Hng xut gii php nhm hon thin v nng cao s hi lng ca
khch hng khi s dng dch v ti cng ty.
14
CHNG 1:
C S L LUN V S HI LNG CA KHCH HNG
1.1.
nh ngha v gi tr v s hi lng (tha mn) ca khch hng
1.1.1. Gi tr ca khch hng

Khch hng l ngi lun mong mun gi tr ti a trong phm vi ti tin cho php
cng trnh hiu bit, kh nng c ng v thu nhp c hn. H ra mt k vng gi tr
ri cn c vo m hnh ng. Sau khch hng tm hiu xem liu mt hng c ph
hp vi k vng v gi tr khng. iu ny s nh hng n mc tha mn v xc
sut tip tc thc hin hnh vi mua.
y chng ta s nghin cu k hn nhng quan im v gi tr ca khch hng v s
tha mn ca khch hng.
Gi tr ca khch hng.
Tin nghin cu ny l ngi mua s mua hng ca nhng cng ty no m h c
th nhn c gi tr cao nht dnh cho khch hng. Gi tr c nh ngha nh sau:
Gi tr dnh cho khch hng chnh l chnh lch gia tng gi tr ca khch hng v
tng chi ph ca khch hng. Tng gi tr ca khch hng l ton b nhng li ch m khch
hng trng i mt sn phm hay dch v nht nh.
(Philip Kotler,Qun tr Marketing, NXB Gio dc, 2003, tr.47)
15
Hnh 1.1 Cc yu t quyt nh gi tr dnh cho khch hng

Gi tr sn phm
Gi tr dch v
Gi tr v nhn s
Tng gi tr ca
khch hng
Gi tr v hnh
nh
Gi tin
Ph tn thi gian
Ph tn cng sc
Gi tr dnh cho
khch hng
Tng gi tr ca
khch hng
Ph tn tinh thn
(Philip Kotler, Qun tr Marketing, NXB Gio dc, 2003, tr. 47)
Ngi mua phi chu nhng rng buc khc nhau v hn na h thng la chn mt
cch ty tin, c li hn cho c nhn so vi li ch ca cng ty. Tuy nhin vic tng ti a
gi tr dnh cho khch hng vn cn l mt cn c hu ch gii thch nhiu tnh hung v
cch nhn nhn sng sut hn.
Th nht l ngi bn phi dnh gi c tng gi tr ca khch hng v tng chi ph
ca khch hng tng ng vi sn phm ca tng i th cnh tranh bit r v tr sn
phm ca mnh u.
Th hai l ngi bn c gi tr dnh cho khch hng cn t hn, c hai phng n
la chn. Ngi bn c th c gng tng tng gi tr ca khch hng hay gim tng chi
ph nhn s v hnh nh ca hng ha. Phng n th hai i hi phi gim chi ph ca
ngi mua. Ngi bn c th gim gi, n gin ha th tc t hng v giao hng hay gnh
chu mt phn no ri ro ca ngi mua bng cch p dng ch bo hnh.
16
1.1.2. S hi lng ca khch hng

Nh vy ngi mua nh gi gi tr ca hng ha ri cn c vo hnh ng.
Nhng sau khi mua ngi mua c hi lng hay khng cn ty thuc vo quan h gia kt
qu hot dng ca mn hng mua v nhng mong i ca ngi mua. Sau y l nh
ngha ca v s tha mn khch hng.
S tho mn l mc ca trng thi cm gic ca mt ngi bt ngun t vic so
snh kt qu thu c t sn phm (hay sn lng) vi nhng k vng ca ngi .
(Philip Kotler, Qun tr Marketing, NXB Gio dc, 2003, tr. 47)
Nh vy mc s tha mn l hm ca s khc bit gia kt qu t c v k
vng. Khch hng c th c cm nhn mt trong ba mc tha mn sau. Nu kt qu thc
t km hn so vi k vng th khch hng s khng hi lng. Nu kt qu thc t tng xng
so vi k vng th khch hng hi lng. Nu kt qu thc t vt qua s mong i th khch
hng rt hi lng, vui sng v thch th.
Th nhng nhng k vng ca ngi mua c hnh thnh nh th no? Chng c
hnh thnh trn c s kinh nghim mua sm trc kia ca nhng ngi mua, nhng kin
ca bn b v ng nghip, nhng thng tin cng ha hn ca ngi lm Marketing v di
th cnh tranh. Nu ngi lm Marketing lm cho nhng ngi mua c nhng k vng qu
cao th chc chn nhng ngi mua s tht vng.
Mt s cng ty hin nay ang thnh t nht tng cao k vng ca khch hng cng
ng thi m bo c tnh nng ca sn phm tng ng vi nhng k vng . H ly
tng mc tha mn ca khch hng (TCS Total Customer Saticfaction) lm mc ch.
i vi nhng cng ty ly khch hng lm trung tm th s tha mn ca khch hng
l mc tiu va l mt cng c Marketing. Nhng cng ty c xp hng cao v mc d
tha mn khch hng th phi m bo chc chn l th trng mc tiu ca mnh bit r iu
. Mt cng ty ly khch hng lm trung tm tm cch to ra mc tha mn cao cho
khch hng, song n c th tng ti a mc tha mn ca khch hng. Th nht, v cng
ty c th tng mc tha mn ca khch hng bng cch gim gi bn ca mnh hay tng
thm dch v, nh vy s c kh nng gim bt li nhun ca mnh. Th hai l v cng ty c
17
th sc tng kh nng sinh li bng nhiu cch khc nhau nh ci tin sn xut hay u
t nhiu hn vo nghin cu pht trin. Th ba l v cng ty c nhiu ngi nui nh
cng nhn, i l, nhng ngi cung ng v c ng. Vic chi thm tin tng thm mc
tha mn ca khch hng s lm gim bt kinh ph tng thm mc tha mn ca
cc i tc khc. Cui cng cng ty phi hnh ng theo trit l l c gng m bo mc
hi lng cao cho khch hng trn c s vn phi m bo mc d tha mn ch t l cng c
th chp nhn c cho nhng i tng khc nhau trong phm vi ti nguyn c hn.
1.2.
Nhng phng php theo di v lng nh s hi lng ca khch hng
1.2.1. H thng khiu ni v gp

Mt t chc ly khch hng lm trung tm phi to iu kin d dng cho khch hng
gp v khiu ni. Nhiu nh hng v khch sn cung cp nhng mu in sn khch
ghi vo nhng iu h thch v khng thch. Bnh vin c th t nhng thng th gp
hnh lang, a nhng phiu nhn xt cho nhng bnh nhn xut vin gp v thu mt
ngi hng hi nhit tnh x l nhng iu bt bnh ca bnh nhn. Mt s cng ty ly
khch hng lm trung tm, nh P & G, General Electric, Whirlpool, thit lp ng dy
nng cho khch hng vi 800 s in thoi gi min ph to iu kin ti a cho khch
hng tm hiu thng tin, gp hay khiu ni. Nhng dng thng tin ny gi cho nhng
cng ty nhiu tng hay v cho php h hnh ng nhanh chng hn gii quyt
nhng vn ny sinh.
Cng ty khng c tha mn rng, n c th c c bc tranh y v s tha
mn ca khch hng v v s khng hi lng ca h ch bng mt h thng khiu ni v gp
. Nhiu cng trnh nghin cu chng t rng c mi bn ln mua hng th c mt ln c
khiu ni. Khch hng c th thy rng nhng khiu ni ca mnh l khng quan trng hay
h s b xem l ng ngn v cch khng gii quyt c g. Hu ht khch hng s mua t
i hay chuyn sang nhng ngi cung ng khc ch khng khiu ni. Kt qu l cng ty mt
khch hng mt cch khng ng mt.
V vy cng ty khng th s dng mc khiu ni lm thc o s tha mn ca
khch hng. Nhng cng ty nhy bn thng lng nh s tha mn ca khch hng bng
cch tin hnh iu tra nh k. H gi nhng phiu cu hi hay gi in thoi cho nhng
18
khch hng mi mua hng ca mnh tm hiu xem h cm thy nh th no v cc mt

khc nhau trong cng tc ca cng ty. Hcng hi kin ngi mua v cc i th cnh
tranh.
1.2.2. iu tra
S tha mn ca khch hng c th lng nh bng nhiu cch. C th lng nh
trc tip bng cch phng vn: Xin qu khch cho bit mc tha mn ca mnh v dch
v X theo thang o sau: rt khng hi lng, khng hi lng, khng quan tm, hi lng, rt hi
lng (S tha mn c trc tip ni ra). Ngi c phng vn c th c yu cu nh
gi xem h mong i mt tnh cht c th n mc no v thc t h cm thy nh th
no (ngun gc ca s khng hi lng). Cn mt phng php na l yu cu ngi phng
vn lit k mi vn m h gp phi i vi hng ha v lit k nhng kin ngh
ci tin ca mnh (phn tch vn ). Cui cng cng ty c th yu cu ngi c phng
vn xp hng cc yu t khc nhau ca sn phm theo tm quan trng ca tng yu t v t
chc m bo tng yu t tt n mc no (xp hng tm quan trng/tnh nng).
Phng php cui cng gip cng ty nm c nhng yu t quan trng no mnh lm cha
t yu cu v nhng yu t tng i t quan trng no mnh m bo qu mc
Khi thu thp s liu v s tha mn ca khch hng cng nn c nhng cu hi ph
thm lng nh s mua hng ca khch hng. Ch tiu ny thng t cao nu cc khch
hng rt hi lng. Theo kin ca John Young, nguyn tng gim c iu hnh ca cng ty
Hewlett- Packards (HP) th:
Tt c chn trong mi khch hng thuc din iu tra ca HP t nh gi l mnh rt
hi lng u ni rng h dt khot v chc chn s tip tc mua hng ca HP. S tha mn
ny chuyn thnh kh nng sinh li, bi v chi ph ginh c mt khch hng mi cao
gp nm ln chi ph gi mt khch hng hin c.
Cng nn lng nh c kh nng hay thi sn sng ca khch hng gii thiu
cng ty v nhn hiu i vi nhng ngi khc. Nu c nhng ting n tt p th c
ngha l cng ty ang to ra s tha mn cao cho khch hng.
1.2.3. Phn tch nguyn nhn mt khch hng
19
Cng ty cn phi tip xc vi nhng khch hng khng mua hng na v chuyn
sang ngi cung ng khc tm hiu xem ti sao li nh vy. V d khi IBM mt mt
khch hng h tm mi cch tm hiu xem v sao h tht bi (gi qu cao, dch v yu
km, sn phm khng tin cy...). iu quan trng l khng ch tin hnh phng vn nhng
ngi b cng ty, m cn phi theo di mc thu ht c khch hng mi v nu thy
n tng ln iu c ngha cng ty mt phn tha mn khch hng c v gia tng thm
lng khch hng mi n.
Mt s iu cn thn trng khi lng nh s tha mn ca khch hng.
Khi khch hng nh gi mc tha mn ca mnh v mt yu t trong kt qu cng
tc ca cng ty, chng hn nh vic giao hng, ta cn nhn thc c rng khch hng lun
thay i cch xc nh th no l m bo giao hng tt: C thl giao hng sm, giao hng
ng hn, m bo y theo n hng...Nu nh cng ty xc nh r rng, chi tit tng
yu t th khch hng c mt phiu cu hi rt di. Ta c th thy rng c hai khch hng u
rt hi lng v nhng l do khc nhau. Mt ngi c th hu nh lun lun cm thy hi
lng, cn ngi kia th rt kh lm va lng, nhng trong trng hp ny th cm thy hi
lng.
Cng ty ang cn lu rng cc cn b qun l v nhn vin bn hng c th thao
tng cc kt qu nh gi mc tha mn khch hng. H c th i x lch thip mt cch
c bit i vi khch hng trc khi tin hnh iu tra. H cng c th tm cch loi nhng
khch hng bt mn ra khi danh sch nhng ngi s c phng vn.
Mt iu cn nguy hi hn l nu khch hng bit c rng cng ty d tm cch lm
va lng khch hng, th mt s khch hng c th t ra rt khng hi lng (cho d tht s
hi lng) c c s nhn nhng nhiu hn ca cng ty.
1.3.
To ra gi tr cung ng v s hi lng cho khch hng

Mi cng ty l mt tp hp cc hot ng c thc hin nhm thit k, sn xut, bn
hng, giao hng v h tr sn phm ca mnh. Chui gi tr c xc nh vi chn hot
20
ng tng ng v chin lc to ra gi tr v chi ph trong mt doanh nghip c th. Chn

hot ng to ra gi tr ny bao gm nm hot ng ch cht v bn hot ng h tr.
Nhng hot ng ch cht th hin mt chui nhng cng vic chuyn vt t v x
nghip, gia cng chng, xut chng i, bn v phc v chng. S thnh cng ca cng ty
khng ch ph thuc vo kt qu cng tc tt ca tng b phn m cn ph thuc vo vic
phi hp tt cc hot ng ca cc b phn khc nhau. Cc b phn ca cng ty thng hay
hnh ng bng cch tng ti a li ch ca b phn mnh, ch khng phi li ch ca cng
ty hay ca khch hng.
1.4.
Cc yu t nh hng n s tha mn ca khch hng
1.4.1. Yu t con ngi

Con ngi l yu t tc ng trc tip hoc gin tip n s tha mn ca khch
hng. Con ngi s tc ng trc tip ti khch hng nu l sn phm dch v. Do ,
vic o to v nng cao kh nng giao tip, k nng chuyn mn, thi lm vic ca nhn
vin l iu cn thit v chin lc lu di cho mi cng ty nu mun duy tr c s hi
lng cho khch hng.
1.4.2. Yu t sn phm
Sn phm ng vai tr quan trng v l bn cht c bn ca s hi lng khch hng.
Mt sn phm cht lng s mang n cho khch hng s tha mn vi chi ph b ra. Khch
hng k vng nhiu mt sn phm, nu cng ty p ng c th s lm khch hng hi
lng v tip tc s dng dch v, sn phm ca cng ty trong thi gian tip theo.
1.4.3. Yu t thun tin
L iu kin khch hng tip xc v c c sn phm mnh mong mun mt cch
d dng nh h thng phn phi, s chm sc cn thn, dch v giao hng c thc hin
nhanh chng v chnh xc, vic cung cp kp thi v m bo.
1.5.
Chso lng v s hi lng ca khch hng (CSI Customer Satisfaction
Index)
1.5.1. Ngun gc v vic s dng ch s CSI
21
Vic tha mn khch hng tr thnh mt ti sn quan trng i vi cc doanh nghip

v t chc trong n lc nng cao cht lng dch v, gi vng s trung thnh, nng cao nng
lc cnh tranh ca doanh nghip. Nm 1989, ch s (barometer) o mc hi lng u tin
c ra i ti Thy in (Swedish Customer Satisfaction Barometer - SCSB) nhm thit
lp ch s hi lng ca khch hng i vi vic mua v tiu dng sn phm - dch v ni a.
Trong nhng nm sau , ch s ny c pht trin v ng dng rng ri ti cc nc pht
trin nh M - ACSI, Na Uy NCSI, an Mch - DCSI v cc quc gia EU ECSI (1998).
Ch s ny c th thc hin trn phng din quc gia (cc doanh nghip, cc ngnh
s tha mn nh th no i vi khch hng ca h) hoc gc ni b ngnh (so snh s
tha mn ca cc doanh nghip trong phm vi mt ngnh) v so snh gia cc thi im
khc nhau ( nhn thy s thay i). T , cc doanh nghip c th bit c v th, s
nh gi ca khch hng i vi doanh nghip hoch nh cc mc tiu v chin lc
kinh doanh.
1.5.2. Mc tiu ca vic s dng ch s hi lng khch hng CSI
Nghin cu v ng dng CSI cp doanh nghip l vic (1) xc nh cc yu t
(bin) c tc ng n nhn thc cht lng hay s hi lng ca khch hng; (2) lng ha
trng s hay mc quan trng ca mi yu t trong tng quan vi cc yu t khc; (3)
xc nh mc hi lng ti thi im nghin cu ca khch hng, (4) so snh nh gi ca
khch hng trn tng tiu ch vi i th cnh tranh hay vi chnh mnh trong qu kh (mc
tiu ny th hin r hn khi CSI c trin khai cp ton ngnh v a ngnh), (5) lng
ha mi lin h gia mc hi lng vi cc i lng tip th khc (lng trung thnh, phn
ca khch hng);(6) so snh cu trc s hi lng, mc hi lng v tc ng ca s hi
lng gia cc nhm khch hng khc nhau ca cng ty.
Cc doanh nghip cn coi CSI nh mt hnh thc kim ton hng nm vi ti sn v
hnh l uy tn, thng hiu, tnh cm m khch hng dnh cho mnh, cc thng tin ca CSI
cn c lin tc cp nht vo h thng thng tin ca doanh nghip lm c s trong vic
hoch nh cc chin lc trong tng lai.
1.5.3. Cc yu t c th o lng ch s
22
Ch s hi hi lng ca khch hng bao gm cc nhn t (bin), mi nhn t c

cu thnh t nhiu yu t c th c trng ca sn phm hoc dch v. S hi lng khch
hng c nh ngha nh l mt s nh gi ton din v s s dng mt dch v hoc hot
ng sau bn hng ca doanh nghip v y chnh l im ct li ca m hnh CSI. Xung
quanh bin s ny l h thng cc mi quan h nhn qu xut pht t nhng bin s khi to
nh s mong i (expectations) ca khch hng, hnh nh (image) doanh nghip v sn
phm, cht lng cm nhn(perceived quality) v gi tr cm nhn (perceived quality) v sn
phm hoc dch v km theo n cc bin s kt qu ca s hi lng nhs trung thnh
(customer loyalty) hay s than phin ca khch hng (customer complaints).
1.5.3.1. Hnh nh
Hnh nh biu hin mi quan h gia thng hiu (nhn hiu) v s lin tng ca
khch hng i vi cc thuc tnh ca thng hiu (nhn hiu). Bin s ny c th hin
bi danh ting, uy tn, lng tin ca chnh ngi tiu dng i vi thng hiu. Cc nghin
cu thc tin khng nh rng, y l nhn t quan trng v c tc ng trc tip n s
hi lng ca khch hng. ng thi, n cng c mi quan h ng bin (positive) i vi s
hi lng v s trung thnh i vi sn phm hoc thng hiu.
Trong lnh vc dch v, hnh nh ng vai tr rt quan trng trong vic quyt nh ni
th hin dch v, i hi cc cng ty cn phi nh v v xy dng hnh nh ca mnh trn c
s nhng thuc tnh quan trng nhm thit lp mt s cm nhn tt nht i vi i th cnh
tranh, gip khch hng d dng nhn din c thng hiu.
1.5.3.2. S mong i
Th hin mc cht lng m khch hng mong i nhn c, cc thng s o
lng s mong i gn lin vi nhng thng s ca hnh nh v cht lng cm nhn ca
sn phm v dch v. y l kt qu ca kinh nghim tiu dng trc hoc thng tin
thng qua nhng knh truyn thng i vi sn phm hoc dch v. Trong mt s ngnh, c
thbin s ny khng c mi quan h vi gi tr cm nhn, kt qu ny cng c th hin
trong nghin cu ca Martensen v cng s (2000). Trn thc t, mong i cng cao th cng
d c kh nng dn n quyt nh mua nhng mong i cng cao th kh nng dch v tha
mn khch hng cng kh.
23
1.5.3.3. Cht lng cm nhn ca khch hng

C 2 loi cht lng cm nhn: (1) cht lng cm nhn sn phm (hu hnh): l s
nh gi v tiu dng sn phm gn y ca khch hng i vi sn phm v (2) cht lng
cm nhn dch v (v hnh) l s nh gi cc dch v lin quan nh dch v trong v sau khi
bn, iu kin cung ng, giao hng ca chnh sn phm. Do vy, c hai c to thnh bi
nhng thuc tnh quan trng (importants attributs) c kt tinh trong chnh sn phm - dch
v.
1.5.3.4. Gi tr cm nhn
Cc nghin cu v l thuyt cho thy, s hi lng ca khch hng ph thuc vo gi tr
cm nhn ca hng ha v dch v. Gi tr l mc nh gi hoc cm nhn i vi cht
lng sn phm so vi gi phi tr hoc phng din gi tr khng ch bng tin m khch
hng tiu dng sn phm . Theo Kotler (2003), gi tr dnh cho khch hng l chnh lch
gia tng gi tr m khch hng nhn c v tng chi ph m khch hng phi tr v mt
sn phm/dch v no . i vi dch v, l tng s tin phi tr (nhng chi ph v thi
gian, cng sc v chi ph ri ro khc so vi gi tr dch v (li ch hu hnh mang li), gi tr
tm l, nim tin v gi tr nhn lc.
1.5.3.5. S trung thnh
L bin s cui cng trong m hnh v mang tnh quyt nh n s tn vong ca
doanh nghip trong tng lai, n c o lng bi nh tip tc mua, lng tin v s gii
thiu vi ngi khc v sn phm v dch v m h ang dng. Ngc li vi s trung thnh
l s than phin. S trung thnh ca khch hng c xem nh mt ti sn ca doanh
nghip, v vy, cc doanh nghip cn phi to ra s hi lng i vi khch hng hng nng
cao s trung thnh ca h i vi doanh nghip.
1.6.
Kt lun chng 1
H thng c s l thuyt cho chng ta thy c ci nhn tng quan nhng kin thc
c bn v s hi lng ca khch hng, cc ch s, thang o o lng v nh gi mc

hi lng ca khch hng. Ch s s dng ph bin hin nay thng c cc cng ty s dng
24
l CSI (Customer Satisfaction Index) nh gi v lng s hi lng ca khch hng

trong vic hoch nh chin lc kinh doanh.
C s l thuyt l nn tng nh gi, o lng thc trng khch hng s dng dch
v ti cng ty v cng l c s a ra hng xut gii php ph hp nhm nng cao s
hi lng ca khch hng.
25
CHNG 2:
GII THIU CHUNG V CNG TY
2.1.
Gii thiu chung v cng ty TNHH T vn Ngc Lc Bo (Emerald Digital

Marketing)
Cng ty Emerald Digital Marketing
ia ch: Lu 2, 25/7 Nguyn Bnh Khim, Qun 1, TPHCM
in thoi: +84 8 62751580
Fax: +84 8 3918615
Email: info@emerald.vn
Website: http://digitalmarketing.vn/
2.2.
ngh logo
Emerald, ting vit c ngha l ngc Lc Bo. Mu ch o ca logo l vng v en.
Mu vng th hin s sang to, l i hi v yu cu ca mt cng ty cung cp dch v t

vn v lnh vc Marketing. Tuy nhin, s sng to khng theo mt rang buc no nhng n
li yu cu phi chuyn nghip ngha ca mu en logo. S chuyn nghip y c
th hin nhn vin cng ty, mi trng, phng tin h tr v trong cht lng dch v
t vn. Ch E c hnh dng nh mt vin ngc, cng l tn ting anh ca cng ty.
y c s thng nht v hi ha, gia ch E v nhng ch cn li. Dng ch nh Digital
Marketing Agency ni v dch v ca cng ty. L mt cng ty cung cp dch v t vn v
thc thi truyn thng k thut s.
Tm li, logo cng ty ang nhng yu cu cn thit nh tn r, mu sc ch o, nu
r dch v. Logo cng l c s, l hnh nh lu li trong tm tr khch hng sau khi s dng
dch v ti cng ty.
26
2.3.
Lch s hnh thnh v pht trin ca cng ty

c thnh lp vo nm 2008 vi gim c iu hnh Nguyn Khoa Hng Thnh v
ngi ng sng lp l b Denise Thi. Sau 4 nm hoat ng, Emerald c nhng thnh tu
v v th ng k trong lnh vc truyn thng k thut s ti Vit Nam. Hin ti, Masso
Group l c ng ln nht ca cng ty.
Saunm thng hot ng, cng ty c li nhun v ch c bn nhn vin. Sau mt
nm thnh lp, i ng nhn vin c hn 20 ngi v c c nhn s cp cao ti M.
Thnh cng hn na khi Emerald Digital Marketing nhn c u t t tp on Masso
Group, cng ty cng l n v a thng hiu dit vi rt Kaspersky tr thnh thng hiu
s mt ti Vit Nam.
i ng Emerald Digital Marketing s hu nhng nh t vn chuyn nghip v hc
vin trong lnh vc Marketing v truyn thng mi. Cng vi s hiu bit su sc v bi
cnh a phng Vit Nam v vn ho, truyn thng v cc phng tin truyn thng x hi,
i ng ca cng ty lun khm ph cc chin lc v k thut mi to thun li cho khch
hng trong k nguyn mi ca phng tin truyn thng.e
v Emeral Digital Marketing l mt cng ty chuyn v lnh vc truyn thng k thut
s, vi mt nhim v duy nht l gip khch hng ti Vit Nam thnh cng trong xy dng
thng hiu v hot dng kinh doanh qua cc ng dng k thut cao trn Internet.
2.4.
Tng quan v dich v ca cng ty
2.4.1. Tip th tm kim (SEM Search Engine Marketing)

L dch v t vn kh nng s dng trang web ca khch hng mt cch c hiu qu
nht. Gm c dch v qung co Google Adwords v ti u ha cng c tm kim. Dch v
qung co Google Adwords lin quan n cc v tr qung co tn ph trong qu trnh tm
kim bn di lin kt c ti tr. Google Adwords cung cp mt gii php gn nh tip
xc ngay lp tc cho website ca cng ty trn cng c tm kim, mng li hin th ca
Google v cc trang web c nhn khi tm t kha.
Ti u ha cng c tm kim (SEO Search Engine Optimation): bao gm cc yu t
ti u ha trong trang web v ngoi trang web nhm ci thin v tr t nhin (khng tn ph)
27
c hin th trong kt qu b my tm kim. Cng ty ch s dng hnh thc SEO theo

phng thc m trng, bo v hnh nh cng ty bn v trnh c tnh trng trang web
ca bn b b qua bi cc cng c tm kim. Mt s dch v ca cng ty p ng c
yu cu ti a ha cng c tm kim nh: nghin cu t kha, ci tin mt t kha, xy
dng lin kt v nhiu cc yu t khc. Ti u ha cng c tm kim c rt nhiu li ch nh
ci thin c th hng trn cng c tm kim, gia tng lu lng mc tiu, li ch xy dng
thng hiu thng qua hin th tm kim cao hn, ci thin ROI Marketing do hiu qu chi
ph tt nht t cc chuyn gia SEO.
2.4.2. Qung co hin th
Nu c mt vn quan trng cn y mnh doanh s th chnh l vn tip th
ca cng ty. Vic s dng qung co qung b sn phm l vn cn thit v quan
trng ca mt cng ty. Hai phng php tip th c s dng ph bin nht l phng php
qung co trc tuyn v phng php qung co truyn thng. Qung co trc tuyn s dng
Internet qung b sn phm v dch v. N c mt phm vi rng hn so vi phng php
qung co truyn thng trong s dng cc cch tip cn nh: qung co qua in n, truyn
thng, qung co qua truyn hnhv truyn thanh, tt c nhng th khng c tr gip t
Internet v nhng g i khi qung co c gi l hin th.
Qung co hin th trc tuyn t tn km v phm vi rng ln hn. Chng ta c th
qung co trn mt trang web bng cch mua mt v tr trn trong thi gian mt thng hay
mt nm ty thuc vo nhu cu qung co ca cng ty. N cung cp cc hin th khc nhau
nh vn bn, hnh nh, hot hnh, cc dch v a phng tin khc.
Hin th trc tuyn hin ang l xu hng nng nht trong vic qung b sn phm v
dch v. Thc t l s ngi s dng Internet ngy cng tng, cng c nhiu ngi s dng
Internet thc hin cc chc nng c bn nh thng tin v sinh hot.
2.4.3. Tip th lan truyn
L cng c gip thng tin ca cng ty c th lan truyn mt cch mnh m nhanh
chng trn Internet cng ging nh phng php truyn thng trc kia l truyn ming.
Mt trong nhng li ch ca vic tip th lan truyn l n gip doanh nghip trc tuyn gia
tng quy m v n tr thnh mt trong nhng hnh thc qung co hiu qu nht ca cc
cng ty hin nay.
28
S dng phng php tip th lan truyn gip thu ht c s lng ngi xem v
gh thm website nhiu hn nng cao mc nhn bit thng hiu, xy dng thng
hiu nhanh chng thun tin v d dng, gp phn y mnh cng c tm kim website
nhanh chng v d dng.
Thng qua phng php truyn thng gi thnh thp, doanh nghip c nhiu li ch:
-
Tp trung vo cc i tng mc tiu d dng hn.
Tn dng cc mng li truyn thng c sn
T ng cc phng thc tip th ca cng ty
Gii php qung co t tn km so vi cc phng thc tip th khc
Cung cp mt cm gic tt hn v trch nhim
D dng tch hp cc phng thc tip th khc
Gia tng lng truy cp vo website ca cng ty
Tip th lan truyn bao gm cc dch v:

-
Ti u ha truyn thng x hi: l phng thc ti u ha cc hot ng

truyn thng x hi
Trc tuyn v qun tr khch hng trn cc din n
Tip th trang c nhn v din n
Tip th truyn thng x hi
S kin o
2.4.4. Tip th qua th in t

Tip th qua th in t l mt hnh thc s dng Email nh l mt phng tin
qung co truyn thng hay thng ip gy ch n khn gi. Trong ngha rng, mi Email
gi n khch hng tim nng u l hnh thc tip th qua th in t.
Tip th qua th in t i vi cc cng ty c vai tr quan trng v cn thit v:
-
Mi s tr li chnh xc ca khch hng u c chng minh l kh cao khi

cng lc s dng tip th bng th in t ng cch, ch sau tip th tm kim.
Nh qung co c th t n con s ng k ca thu bao Email, hn mt na

s ngi dng Internet kim tra Email trong ngy.
29
Giao dch Email cho php doanh nghip c th tr li t ng vi cc s kin

khch hng quan trng nh t hng hoc ng ca hng.
2.4.5. Dch v sng to

Dch v sng tao bao gm cc hot ng lin quan n hnh nh, thit k ha v b
tr thit k, l nhng vt liu cn thit cho cc chin lc tip th k thut s.
Dch v sng to gm c:
-
Nhn dng thng hiu k thut s
Thit k ha
Thit k ha l mt tin trnh sng to thng lin quan n mt khch hng v

mt ngi thit k v c hon thnh trong mt s kt hp nhiu ngun lc vi nh sn
xut c thc hin truyn ti mt thng ip n vi mt khch hng c th.
Cc ng dng c bn ca thit k ha bao gm bn sc (logo v nhn dng thng
hiu), trang web, n phm (tp ch v bo)...Bn cnh thit k ha cn nm trong tin
trnh ca mt chin dch truyn thng.
2.4.6. Thit k Web
Thit k web theo nh hng chuyn i v tm kim thn thin. Mt khc, cng ty
s thit k web tp trung vo vic gia tng t l chuyn i khch hng.
2.4.7. Phn tch Web
Mt i ng nhn vin cung cp dch v Google Analytist. Thit lp v cu hnh ti
khon Google Analytist, hng dn v cung cp cho nhn vin nhng tnh nng mi cng
nh sn c cho h.
Nhng i tc quan trng ca Emerald Digital Marketing l Google Vit Nam, Yahoo
Vit Nam, Trng Doanh nhn c Nhn Tm. Bn cnh , mt s khch hng trc tip
gp phn vo s thnh cng ca cng ty l Samsung, Heineken, Holcim, The Faceshop,
Rohto, Vin Thng A..
30
Hnh 2.1i tc ca cng ty
(Ngun: Phng kinh doanh)
Hnh 2.2 Khch hng trc tip ca cng ty
(Ngun: Phng kinh doanh)
31
Tm nhn:
Tr thnh cng ty hng u trong lnh vc truyn thng k thut s.
S mnh:
H tr khch hng ti Vit Nam thnh cng trong vic xy dng thng hiu v pht
trin kinh doanh thng qua cc hot ng truyn thng k thut s.
Trit l ca cng ty:
Chia s v b sung cc gi tr.
2.4.
C cu hot ng ca cng Ty
Hnh 2.3 C cu hot ng ca cng ty
(Ngun: D liu cng ty http://digitalmarketing.vn/)

Trong i ng qun l gm c gim c, ph gim c - l nhng ngi c quyn hn
cao nht trong cng ty, mi quyt nh u thng qua s xt duyt ca gim c. i ng
qun l thc hin vic kim sot chung nhng hot ng chnh ca cng ty: hot ng ni b
nh hnh chnh, nhn s, hot ng pht trin kinh doanh, hot ng kinh doanh ca cng ty.
32
Trong hot ng ni b, gm c cc hot ng thng c nh k ton, hot ng ca

ngi qun l chung. Trong hot ng pht trin kinh doanh gm c b phn bn hng.
Trong hot ng kinh doanh ca cng ty gm c i ng nhn vin PR, nhn vin t chc s
kin, i ng nhn vin k thut.
Ccbphn ny lun h tr nhau trong qu trnh lm vic. Ty d n ca khch hng
m i ng qun l s c chnh sch iu chnh nhn vin cho ph hp.
Hnh 2.4 i ng qun l
(Ngun: Ti liu cng ty http://digitalmarketing.vn/)
33
u im:
-
Cc b phn c th h tr cho nhau trong cng mt d n.
To nn mi trng lm vic thn thin v thoi mi khi c s giao lu cng vic
gia cc b phn.
-
i ng qun l c th nm c tnh hnh chung ca tt c cc b phn trong d n
v theo di su sc.
Nhc im:
-
Nhim v chng cho v khng quy nh r rng nu mt nhn vin qun l qu
nhiu hot ng.

-
Cha c b phn c th x l tnh hung gp phi vi khch hng.
2.5.
Quy trnh lm vic ca cng ty

Hnh 2.5: Quy trnh hot ng ti cng ty Emerald Digital Marketing
(Ngun:Ti liu cng ty http://digitalmarketing.vn/)

Sau khi tip nhn yu cu ca khch hng, cng ty s thc hin nhim v v vai tr
ca mnh vi khch hng qua quy trnh sau:
34
Bc 1: Tho lun v phc tho s b yu cu ca khch hng.

Trong bc ny da trn nhng yu t t pha khch hng nh thng hiu ca khch
hng, ni dung truyn thng Marketing, mc tiu ca d n hoc chin lc, nhu cu dc
bit ca khch hng to nn mt bn phc tho hon chnh nhng yu cu cn thit t
pha khch hng. Mt bn phc tho v k hoch truyn thng c lp ra cho nhng ngi
tham gia d n ca cng ty, hiu r thc s v nhu cu ca khch hng. Ni tm li, trong
khu ny, cng ty cn nghin cu s tht ngm hiu ca khch hng nh th no lp ra
mt k hoch truyn thng ng nh hng vi mong mun ca khch hng.
Bc 2: Nghin cu v phn tch
Trong bc ny, cng ty s nghin cu ti bn nhng thng tin, d liu v th trng,
v xu hng, nhng yu t nh hng n tnh hnh hin ti, v tt c nhng thng tin v d
n sp ti ca khch hng. Tip theo , cng ty s phn tch m hnh SWOT ca cng ty
khch hng, xc nh c im mnh, im yu, c hi, nguy c tnh hnh hin ti
xut nhng chin lc t vn ng n, xem xt vn truyn thng hin ti ca cng ty cn
c gii quyt l g? Trong giai on ny, cng ty phi to ra c ni dung chnh ca hp
ng ngh, ni dung chnh ca xut nh th no, nhng hng c th gii quyt vn
ny.
Bc 3: xut dch v ph hp v gp g trao i vi khch hng.
Trong bc ny, cng ty s i su vo nghin cu vn v phn tch k hn nhng
vn hin ti ca khch hng. C nhng ngh, t vn da trn nhng vn hin ti ca
cng ty ang gp phi, lp bng nh hng ni dung cho li xut, phc tho k hoch c
th cho tng trng hp, phng php no nh gi v o lng cc gii php . Ngoi ra,
trong bc ny cn c tnh kt qu t c ca k hoch ny nh th no i n k mt
hp ng cam kt chnh thc.
Trong giai on ny, cng ty s c mt hp ng xut chi tit hn da trn ni
dung chnh xut trc , da vo tnh hnh thc t ca cng ty, nhng vn hin ti
c phn tch.
35
T bc 3 v 4, cng ty s lp nn mt hp ng xut hon chnh vi nhng gi

dch v cng ty s thc hin gii quyt nhng vn hin ti ca khch hng.
Bc 4: Trin khai thc hin k hoch v nh gi
Trong bc ny, cng ty s tin hnh trin khai thc hin k hoch c khch
hng ng . Bn cnh , thng xuyn ghi nhn nhng ch s o lng, theo di tnh hnh
hot ng ca h thng, ti u ha cc ch s, lp bo co nh k, bo co cc chng trnh
tin hnh, tip tc k hoch trong tng lai c iu chnh.
Trong thi gian ny, cng ty s trin khai thc hin v lp bo co, hon giao kt qu
mi k, kt qu cui cng cho khch hng c s tng tc gip khch hng theo di c
kt qu ca d n.
2.6.
Kt qu hot ng kinh doanh v nhng thnh tu cng ty t c trong

thi gian gn y.
2.6.1. Kt qu hot ng kinh doanh

Bng 2.1 Bo co kt qu hot ng kinh doanh ca cng ty ba nm
2009, 2010, 2011
n v tnh: ngn ng
Nm
2009
2010
2011
Doanh thu
2,981,410,000
3,640,340,000
4,124,000,000
Li nhun trc thu
1,042,540,000
1,256,432,000
1,725, 250,000
781,905,000
1017,324,000
1,402,000,000
Li nhun sau thu
(Ngun: Phng Hnh chnh)

Nhn vo bng hot ng kinh doanh ca cng ty trong ba nm gn y 2009, 2010 v
2011, ta c th thy c tnh hnh hot ng kinh doanh ca cng ty ang trn i vo n
nh v tng bc nng cao li nhun ca mnh.
Nm 2009, doanh thu cng ty gn 3 t, nhng li nhun ch hn 780 triu, iu ny ta
c th gii thch c. Sau khi thnh lp mt nm, cng ty ang tng bc xy dng thng
36
hiu v nh v v tr ca mnh trn th trng Marketing nn chi rt nhiu cho vic qung
co, nhng hot ng x hi. Trong giai on ny, cng ty cng c nhng khch hng
ln, gp phn vo vic y doanh thu ca cng ty ln cao nh phn mm dit vi rt
Kaspersky, trng mu gio quc t Kinder World.
Nm 2010, tnh hnh hot ng cng ty vn mc n nh v li nhun tng so vi
nm 2009. Trong nm 2010, cng ty bt u i vo nhng hot ng cng c v o to
nhn s, xy dng mt i ng nhn vin cht lng v c trnh d chuyn mn cao. Cng
ty tip tc duy tr nhng d n di hn ca nm 2009, v tip tc c thm c nhiu khch
hng mi, nhn thm nhiu d n mi nh trng o to c Nhn Tm.
Nm 2011, nh du bc pht trin v s thay i ca cng ty Emerald Digital
Marketing khi tr thnh i tc qung co Google ti Vit Nam. Trong nm ny, doanh thu
v li nhun cng ty tng ln ng k, cng ty thc hin t vn nhiu lnh vc dch v
khc v kh mi trn th trng, do thu nhn c rt nhiu d n t nhiu khch hng
ln. in hnh mt s d n nh Samsung, Heineken, Canon, The Face shop, Siu th in
my Nguyn Kim, Toshiba
2.6.2. Thnh tu cng ty t c
-
Ngy 25/11/2011 tr thnh i tc qung co ca Google ti Vit Nam.
a phn mm dit virut Kaspersky tr thnh phn mm dit virut hng u ti Vit
Nam.
2.7.
Kt lun chng 2
Qua chng 2, chng ta nm c tnh hnh hot ng v nhng dch v ca cng
ty Emerald Digital Marketing mt cch tng qut nht. Nm c quy trnh lm vic ti
cng ty c th hiu r hn tng bc phc v khch hng v tha mn khch hng giai
don no.
Bn cnh , chng ta cng c thng tin chung nht v tnh hnh hot ng ca cng
ty trong ba nm gn y, 2009, 2010 v 2011. Cng ty ang trn n nh, tng bc pht
trin v tng bc nh v v th ca mnh trong lng khch hng. Mt s thnh tu cng ty
t c cng chng t c kh nng pht trin v kh nng m rng ca cng ty trong
tng lai.
37
CHNG 3:
THC TRNG CUNG CP DCH V TI CNG TY
3.1.
Tnh hnh khch hng s dng cc dch v ca cng ty trong hai nm gn

y 2010 v 2011
Thc t, khi mt khch hng lm vic vi cng ty, khng ch n nht s dng mt
gi dch v m bao gm tng th nhiu gi.Ty vo ngn sch v mc tiu ca khch hng,
cng ty s t vn nhng gi dch v ph hp. C th l s kt hp ca nhiu gi dch v.
Khch hng ca cng ty chia lm hai loi: nhng khch hng vi chin dch xy dng
thng hiu trong di hn v khch hng thc hin nhng chng trnh trong ngn hn.Sau
y l mt s khch hng in hnh ca cng ty v s dng nhng gi dch v c t vn.
3.1.1. Khch hng vi chin dch xy dng thng hiu trong di hn.
Nhng khch hng trong di hn ca cng ty thng l nhng d n xy dng thng
hiu qua phng tin truyn thng k thut s. K n khch hng ny, th cng ty c nhng
d n nh phn mm dit virut Kaspersky (2008 2012). Trong chin dch ny, cng ty
thc hin vic t vn v pht trin thng hiu cho phn mm dit virut ny trn cc phng
tin nh thc hin chin dch PR trc tuyn v trc tip pht trin dng sn phm ny.
Hin ti cng ty vn tip tc qun l v x l thng tin lin quan n vic pht trin thng
hiu cho dng sn phm ny. Kt qu t c ca d n a thng hiu Kaspersky tr
thnh phn mm dit virut hng u ti Vit Nam v nhn c nhiu gii thng do ngi
tiu dng bnh chn.
Bn cnh , cng ty cn c nhng khch hng t vn pht trin lu di nh Holcim
(2011 - 2012), trng o to c Nhn Tm (2009 - 2011) v cng ty TNHH Thng mi
Nam Trng Sn (2009 - 2011). Nhng khch hng ny c chin lc pht trin di hn nn
c nhng nh hng quan trng vi tnh hnh hot ng ca cng ty.
38
3.1.2. Khch hng vi nhng chng trnh thc hin trong ngn hn.
Vi khch hng ny, cng ty thng ch thc hin d n trong mt nm hoc vi
thng, c khi l ch trong mt thng. Nhng chng trnh ny mang tnh ngn hn, thng
qung b mt sn phm mi, mt cuc thi hay s kin. C th k n mt s chng trnh
tiu biu cng ty thc hin nh chng trnh Heineken Countdown (12/2011) - y l
chng trnh m ngc cho n nm 2012. chng trnh ny, cng ty thc hin chin
dch truyn thng trn mng x hi nhm thu ht vic tham gia s kin ti TPHCM ca
ngi dn v gy sc nh hng ca chng trnh trn trc tuyn. Mt s chng trnh khc
nh gii thiu sn phm Canon IXUS (11/2011) thc hin truyn thng trn mng x hi,
chng trnh ca Samsung (2011) vi chin dch ti a ha cng c tm kim. Mt s d n
khc nh ca The Faceshop (09/2011), h thng gio dc trng Kinderworld (12/2011) trn
cng c trc tuyn, chng trnh gii thiu sn phm Tivi ca Toshiba (2011)
Hin ti cng ty ang thc hin nhng d n ca Fujitsu (03/2012), cuc thi ca hng
xe Ford (04/2012), cuc thi ca Acer - yu tht khc (03/2012)Nhng d n ny tuy ngn
hn nhng gp phn vo vic cng c v tr ca Emerald trn th trng tip th rt ln, v
y l nhng khch hng cng ty s duy tr thc hin nhng chng trnh tip theo ca
khch hng trong thi gian sp ti.
3.2.
Phn tch kt qu nghin cu
3.2.1. Nghin cu nh lng
39
Kt qu thng k v t l s dng dch v ti cng ty Emerald Digital Marketing.

Quy cong ty da tung su dung dich vu tu van cua cong ty chung toi bao nhieu du
an
Frequency Percent Valid Percent Cumulative Percent
Valid
1 du an
41.8
45.0
45.0
2 - 4 du an
41.8
45.0
45.0
Tren 4 du an
7.3
10.0
10.0
20
90.9
100.0
100.0
9.1
22
100.0
Total
Missing
System
Total
Bng 3.1: Thng k mc s dng dch v t vn ti cng ty
10%
1 du an
45%
45%
2 - 4 du an
Tren 4 du an
Hnh 3.1 Biu th hin t l s lng d n s dng dch v ti cng ty

Nhn vo bng s liu thng k phn tch t SPSS v c tng hp thnh biu , ta
thy rng c 45% khch hng mi s dng dch v t vn ti cng ty ln u. y l con s
kh tim nng vi cng ty v l c s xy dng mt lng khch hng trung thnh tim
nng ca cng ty trong nhng d n tip theo. Nhn mt cchkhi qut, cng ty c 55%
khch hng trung thnh s dng dch v t vn cng ty t 2 d n tr ln. c bit ng ch
40
, c 10% khch hng s dng dch v ti cng ty trn 4 d n. Chng ta c th bao qut v
mc d gi chn khch hng v cng ty to s tin tng khch hng tip tc s dng
dch v trong nhng chin dch tip theo.
Tip theo, nh gi ca khch hng v uy tn cng ty trong qu trnh lm vic.
Cong ty uy tin trong qua trinh lam viec
Valid
Cumulative
Percent
Percent
Frequency
Percent
Khong dong y
36.4
3.0
3.0
Dong y
40.9
52.0
52.0
Hoan toan dong y
13.6
45.0
45.0
20
90.9
100.0
100.0
9.1
22
100.0
Total
Missing
Valid
System
Total
Bng 3.2 Thng k mc ng v uy tn cng ty trong dch v t vn
3%
Khong dong y
45%
Dong y
52%
Hoan toan dong y
Hnh 3.2 T l mc ng v uy tn cng ty trong dch v t vn

Nhn vo thng k c 45% khch hng hon ton ng , v 52% khch hng ng
rng cng ty c uy tn trong qu trnh lm vic vi h. Tuy nhin, c 3% khch hng khng
41
ng v uy tn lm vic ca cng ty. y l mt t l nh, nhng cng ty cn phi ch

n nhng yu t khch hng nh gi l cng ty lm vic khng uy tn trong nhng d n
tng thc hin.Nhng yu t no c xt vo s uy tn ca cng ty, chng ta hy xem
bng pha di.
Model
1
Unstandardized
Standardized
Coefficients
Coefficients
B
(Constant)
Cam ket dat muc
tieu de ra
Goi bao cao dung
han
Std. Error
1.520
1.178
.450
.229
.628
Beta
Sig.
1.290
.226
.347
1.966
.078
.140
.560
4.501
.001
.045
.135
.042
.336
.744
-.194
.136
-.208
-1.428
.184
-.580
.145
-.446
-3.994
.003
-.167
.141
-.173
-1.181
.265
.588
.146
.612
4.035
.002
Bao mat tuyet doi

thong tin khach
hang
Thuc hien dung
nhung dieu khoan
trong hop dong
Nhan vien
chuyen nghiep
trong qua trinh
lam viec
Thai do nhan
vien than thien
Tac phong
nghiem tuc khi
42
lam viec
Day du nhung
phuong tien ho
.022
.120
.021
.180
.861
-.225
.130
-.201
-1.723
.116
tro
Nhan vien trinh
bay ro rang va
giai dap thac mac
khach hang mot
cach triet de
a Dependent Variable: Cong ty uy tin trong qua trinh lam viec
Bng 3.3: Nhng yu t th hin mc uy tn ca cng ty
Bin ph thuc y l uy tn ca cng ty trong qu trnh lm vic. Nhn vo bng ta
c th thy theo khch hng cm nhn th uy tn ca cng ty c th hin qua ba yu t r
rng nht l gi bo co ng hn, nhn vin chuyn nghip v thi nghim tc khi lm
vic. Gi bo co nm trong qu trnh ang thc hin d n khch hng cp nht c
tin trnh ca cng vic cng ty ang thc hin. Nhn vin chuyn nghip v thi nghim
tc bao gm c khu trc, trong v sau khi chy d n. Tm li khch hng nh gi cao uy
tn ca cng ty trong qu trnh thc hin d n.
43
Khch hng nh gi cht lng dch v c cung cp bi cng ty.

Chat luong dich vu duoc dam bao
Cumulative
Valid
Frequency
Percent
Valid Percent
10
45.5
50.0
50.0
Hai long
35.5
40.0
40.0
Hoan toan hai long
9.9
10.0
10.0
20
90.9
100.0
100.0
9.1
22
100.0
Binh thuong
Total
Missing System
Total
Percent
Bng 3.4: Nhn xt ca khch hng v cht lng dch v ca cng ty
10%
Binh thuong
50%
40%
Hai long
Hoan toan hai long
Hnh 3.3 T l mc hi lng ca khch hng v cht lng dch v c m bo ti

cng ty
S hi lng ca khch hng bn cht u xut pht t cht lng sn phm ca doanh
nghip. Vi cng ty Emerald th cht lng sn phm c th hin qua hai yu t l cht
lng t vn v cht lng dch v thc thi. 40% khch hng hi lng v 10% khch hng
hon ton hi lng v cht lng dch v c cung cp ti cng ty, s cn li th khng
44
kin v vic m bo cht lng dch v ca cng ty. iu ny c th ni rng, khch hng
ang hi lng vi cht lng dch v c dm bo ca cng ty khi trin khai thc hin
chin dch.
Gi tr cm nhn ca khch hng qua kho st sau khi s dng dch v t vn ti cng
ty:
Anh/ Chi co cam thay chi phi cong ty minh bo ra phu hop voi ket qua cua du an
Valid
Valid
Cumulativ
Percent
e Percent
Frequency
Percent
18
70.9
80.0
80.0
20.0
20.0
20.0
9.1
22
100.0
100.0
100.0
Phu hop
Khong phu hop
Missing System
Total
Bng 3.5: Gi tr cm nhn v s ph hp gia chi ph v kt qu t c

Qua kt qu phn tch, ta thy rng 80% khch hng cm thy chi ph m cng ty b
ra khi s dng dch v ti Emreald hon ton ph hp vi kt qu m h nhn dc. iu
ny th hin gi tr cm nhn ca h, cm thy hi lng, thy ph hp v khng c bt k s
than phin no y. Gi tr cm nhn y rt quan trng, v y cng l c s h s
dng dch v ti cng ty na hay khng hay s i tm mt i tc khc h cm thy chi ph
m cng ty b ra l ph hp hn vi kt qu t c.
Mc trung thnh ca khch hng c nh gi qua hai nhn t: th nht l vic
tip tc s dng dch v ti cng ty, th hai l vic sn lng gii thiu dch v cho nhng i
tc khc.
45
Anh/ Chi co tiep tuc su dung dich cu cua Emerald neu cong ty co du an moi khong
Frequency
Valid
Co
Cumulative
Percent
Percent
14
62.7
70.0
70.0
Khong
9.9
5.0
5.0
Can suy nghi lai
18.1
25.0
25.0
20
90.9
100.0
100.0
9.1
22
100.0
Total
Missing
Percent
Valid
System
Total
Bng 3.6: kin v vic tip tc s dng dch v ti cng ty
25%
Co
Khong
5%
70%
Can suy nghi lai
Hnh 3.4 T l mc tip tc s dng dch v ti cng ty khi c d n mi
46
Anh/ Chi co san long gioi thieu dich vu tu van cua cong ty Emerald voi nhung doi tac
hay khong
Valid
Cumulative
Percent
Percent
Frequency
Percent
10
45.0
50.0
50.0
Khong
5.0
5.0
5.0
Can suy nghi lai
40.9
45.0
45.0
20
90.9
100.0
100.0
9.1
22
100.0
Co
Total
Missing
Valid
System
Total
Bng 3.7: kin v vic sn lng gii thiu dch v cho i tc
Co
45%
50%
Khong
Can suy nghi lai
5%
Hnh 3.5 T l mc ng v vic gii thiu dch v ca Emerald vi i tc ca

khch hng
S hi lng ca khch hng cn c nh gi qua s trung thnh khch hng s tip
tc s dng dch v t vn ti cng ty. S trung thnh ca khch hng th hin hai gc :
th nht l tip tc s dng dch v t vn ti cng ty nhng d n tip theo, th hai l s
sn lng gii thiu cho i tc ca mnh v dch v t vn ti cng ty Emerald. Qua kho st
47
ta thy rng, n 70% khch hng tr li s tip tc s dng dch v t vn ti cng ty v

50% khch hng sn lng gii thiu dch v t vn ny vi i tc ca mnh. iu ny c th
khng nh, cng ty c mt lng khch hng trung thnh vi dch v ca cng ty v sn
sng chn Emerald lm i tc qung co trong nhng d n tip theo v mong mun i
tc ca mnh c th tip cn s dng dch v ti cng ty.
Ket qua cua cong ty Anh/Chi dat duoc sau khi hoan thanh chien dich
Frequen
cy
Valid
Missing
Dat muc tieu
Percent
Valid
Cumulativ
Percent
e Percent
19
85.9
95.0
95.0
Khong dat muc tieu
5.0
5.0
5.0
System
9.1
22
100.0
100.0
100.0
Total
Bng 3.8: Kt qu ca cng ty sau khi dc t vn ti cng ty
5%
Dat muc tieu

Khong dat muc tieu
95%
Hnh 3.6 T l mc t mc tiu ca khch hng vi kt qu thu c

Tt c s hi lng hay nhn xt trc u th hin r vic d n ca cng ty c
t c mc tiu ra hay khng. Theo kho st, 95% khch hng khi s dng dch v t
vn ti Emerald u t c mc tiu mnh ra, v c 5% khch hng khng t c
mc tiu ra ban u. Nguyn nhn khng t mc tiu y c th l do tnh hnh khch
48
quan, do chnh bn thn khch hng hoc bn thn cng ty Emerald nn vn ny cn

c xem xt. y cng l yu ch cht gp phn vo vic nh gi s hi lng ca khch
hng khi s dng dch v ti cng ty hay khng?
3.2.2. Nghin cu nh tnh
3.2.2.1. Kt qu t nghin cu nh tnh
Nghin cu nh tnh nm c tnh hnh hot ng v quy trnh lm vic ca nhn
vin vi khch hng. Giai on nghin cu nh tnh h tr rt nhiu trong phn nghin cu
nh lng, nm c quy trnh lm vic v th v r rng hn. Di y l kt qu
phng vn t ba nhn vin ca cng ty.
Nhn vin 1: Anh Hunh Minh o Trng d n
Cu 1: Anh v ang chy nhng d n no?
Nm 2011, anh chy d n Canon (IXUS - Kiu hnh tng gc nhn), y l mt cuc
thi do Canon t chc, mt cuc thi nh trc tuyn. Do , y mnh truyn thng, to tr
chi trn cc trang cng ng x hi nh Facebook, din n thu ht s lng ngi tham
gia.
Hin ti, nm 2012 anh ang thc hin d n Fujitsu (Fujitsu LIFEBOOK Vietnam).
y cng l mt cuc thi nh, ghp nh chp vi my Fujitsu, mang tnh ngh thut v t
tin. Cuc thi do Fujitsu t chc, thu ht cc bn tr am m chp nh v t tin th hin bn
thn.
Cu 2: Trong mi d n , Anh gi vai tr g?
Trng d n (Project manager). Hu ht nhng d n ny ch yu thc hin trn
trang cng ng Facebook.
Cu 3: Anh thc hin cng vic nh th no v qu trnh lm vic vi khch hng ra
sao?
Khi nhn c li mi ca khch hng, anh s nghin cu k yu cu, mc tiu ca
khch hng t ra v ngn sch nh th no ln k hoch v lp bo gi cho khch hng.
Tip theo , gi nhng ti liu ny qua cho khch hng v xt duyt. Nu khch hng ng
49
, anh s tip tc trin khai thc hin v b tr nhn s. Trong qu trnh chy d n, anh s
bo co kt qu tng giai on ca d n, chnh sa v thay i ni dung nu khch hng
yu cu. Kt thc mi d n, s lm bo co tng kt mi chin dch v thanh l d n.
Cu 4: Anh c tng tc v bo co tnh hnh vi khch hng thng xuyn khng,
hnh thc bo co nh th no?
Trong qu trnh gi bo co cho khch hng s c qu trnh gii p nhng thc mc
v thng bo nhng tnh hnh khn cp cho khch hng. Thng thng, trong qu trnh s
lin h qua mail, khng gp mt trc tip tr khi c nhng thay i t xut v c s ng
ca hai bn trong nhng tha thun.
Cu 5: Theo Anh s hi lng ca khch hng khi s dng dch v ti cng ty mnh th
da vo nhng yu t no?
Trong qu trnh khch hng s dng dch v ti cng ty, th s hi lng ca khch
hng c tha mn qua nhiu yu t:
u tin l cht lng dch v cung cp. Cht lng dch v y l cht lng
ca dch v t vn v qu trnh thc thi nhng cam kt nh trong hp ng. Cht lng dch
v cn c th hin kha cnh khc l cht lng ca nhn vin cng ty trong qu trnh
lm vic vi khch hng. Nhn vin chuyn nghip, trnh chuyn mn tt v c kh nng
t vn, gip khch hng hiu r v tin tng dch v ca cng ty.
Th hai, l chm sc khch hng tt. iu ny th hin thi v tinh thn ca
nhn vin. Thi nhn vin thn thin v tinh thn thoi mi, lch s khi gii p nhng
thc mc ca khch hng.
Cu 6: Theo Anh cm nhn, th nhng khch hng Anh ph trch u hi lng vi kt
qu t c hay khng?
Vi nhng d n anh lm th khch hng u t ra kh hi lng v mong mun hp
tc vi cng ty trong nhng d n tip theo.
50
Cu 7: Anh c gp kh khn g khi chy nhng d n ny khng?

Trong qu trnh chy mt d n th khng phi tt c cc mng ca d n cng ty u
t thc hin v i khi phi thu nhng nh cung cp bn ngoi, nh ngi theo di, qun tr
thng tin trn Facebook, din nCht lng ca ngun cung cp nycha cao nn dn
n nhiu kh khn khi anh phi chnh sa v xc nhn thng tin, kt qu cng vic khng
nh mong i nn bn thn phi t chnh sa nhiu.
Cu 8: Theo Anh ngh th cng ty mnh nn c nhng hot ng g nhm nng cao
s hi lng ca khch hng v h trung thnh vi mnh?
V vn ny theo anh ngh th hin ti cng ty mnh cng c th lm hi lng
khch hng hin ti. Tuy nhin, mi trng ngy cng thay i, ci g cng pht trin nn
cng ty mnh nng cao s hi lng ca khch hng th cht lng dch v phi c u
tin hng u, khng ngng nng cao v ci tin dch v p ng nhu cu ngy cng cao
ca khch hng. Bn cnh vic nng cao tng gi dch v th cng phi a dng ha cc gi
dch v ca mnh, y mnh vic nghin cu v pht trin cc dch v mi theo pht trin
v xu th ca th trng, y mnh hn na cc cng c trong k thut s.
Nhn vin 2: Ch ng Th Thanh Ngn
Cu 1: Ch v ang chy nhng d n no?
Nm 2011, ch c tham gia mt s d n nh Heineken, trng doanh nhn c Nhn
Tm, chng trnh ca xe Ford Fiesta, chng trnh ca C gi H Lan, Samsung. y u
l nhng d n ln nn ch b p lc rt nhiu.
Hin ti, ch ang chy nhng d n nh trng RMIT (mt ngy lm sinh vin
RMIT), Ponds, cuc thi ca Ford Ranger
Cu 2: Trong mi d n , Ch gi vai tr g?
Trong mi d n, ch l ngi iu hnh hot ng, trng d n.
51
Cu 3: Ch thc hin cng vic c th nh th no v qu trnh lm vic vi khch

hng ra sao?
i vi mi d n, th hu ht quy trnh ch lm vic ging nhau v ging vi quy
trnh lm vic chung ca cng ty. u tin ch s lin lc v gp khch hng, hiu r
nhng mc tiu ca khch, sau thc hin dch v t vn ca mnh qua vic thuyt trnh
vi khch hng nhng gi dch v cng ty mnh s thc hin. Quan trng l giai on thuyt
phc khch hng h tin tng vo dch v ca mnh, tha thun chi ph i ti k kt
hp ng. Tip theo, sau khi k kt c hp ng th bt u chy chin dch, trong qu
trnh chy s bo co tin hng tun, thng bo cho khch hng nhng tin t xutKt
thc mi chin dch th s lm bo co cui cng v thanh l hp ng.
Cu 4: Ch c tng tc v bo co tnh hnh vi khch hng thng xuyn khng,
Khch hng ch bit chng ta lm vic nh th no qua bo co hng tun. Hnh thc
lin h t trc ti gi nhanh nht l qua mail, khi khch hng d dng xem v d tr li
li cho mnh m khng cn mt thi gian ca hai bn gp nhau tr khi c vic t xut v
quan trng.
Cu 5: Theo Ch s hi lng ca khch hng khi s dng dch v ti cng ty mnh da
vo nhng yu t no?
Theo ch, s hi lng ca khch hng da vo nhiu yu t, khch hng c quyt nh
thc hin nhng chin dch tip theo vi cng ty mnh na hay khng ty thuc vo tnh
minh bch trong mi d n v trong c cch lm vic, bo gi cho khch hng. Mt yu t
na l ci tm ca nhn vin, quan tm thc s n hiu qu ca chin dch, khng phi ch
bit chy theo nhng mc tiu m h t ra. Bn cnh , qu trnh t vn ca mnh c
thc hin min ph v h tr khch hng ht sc nhit tnh v ch ng s gp phn lm
nng cao s hi lng ca khch hng hn.
52
Cu 6: Theo Ch cm nhn, th nhng khch hng Ch ph trch u hi lng vi kt qu t

c hay khng?
Nhng chin dch t trc ti gi ch thc hin th khch hng hi lng, khng c
phn nn g c.
Cu 7: Chc gp kh khn g khi chy nhng d n ny khng?
D n no ch cng c gp kh khn ht. Nhng kh khn ln l khi ch lm vic vi
nhng khch hng khng hiu bit nhiu v tip th k thut s, h khng th hiu mnh ni
g v ch mt nhiu thi gian lm cho khch hng hiu c v to s tin tng. Thm vo
, v khng bit v k thut s, nn khch hng ca mnh khng bit o lng kt qu nh
th no, ch nhn vo mt ni, v khng to c s tin tng khi ch gi bo co cho hng
tun. Tm li, vi nhng khch hng nh th ny lm ch mt nhiu thi gian. Nhng quan
trng, ch vn mun lm vic vi h, v lm nh th no h hiu.
Cu 8: Theo Ch ngh th cng ty mnh nn c nhng hot ng g nhm nng cao
s hi lng ca khch hng v h trung thnh vi mnh?
Theo ch nng cao s hi lng ca khch hng khi s dng dch v ti cng ty
chng ta phi thng xuyn sng to nhng dch v mi, p ng nhu cu ca th trng
ngy cng kht khe trong vic la chn dch v. Bn cnh , khch hng hiu nhng
dch v chng ta ang chy v hiu qu nh th no th cn hng dn khch hng nhng
cch o lng hiu qu h c th t nh gi v kim tra khng nht thit phi thng qua
nhn vin t vn ca cng ty mnh.
Nhn vin 3: Ch Nguyn Kim Ngn
Cu 1: Ch v ang chy nhng d n no?
Ch tng chy nhiu d n, nhng d n ca nm 2011 nh Umami ca Ajinomoto,
d n Freshkon. Nm 2012, ch vn tip tc chy d n ca Mn ngon Vit Nam, cuc thi
Acer - yu tht khc, Cook with Love
53
Cu 2: Trong mi d n , ch nm vai tr g?
Vi mi d n ch ch yu lm vic trn Facebook, vi vai tr ch ti khon ca
nhng trang qung b.
Cu 3: Ch thc hin ng vic c thnh th no v qu trnh lm vic vi khch
hng ra sao?
Cng vic c th ca ch l qun l nhng trang x hi ca d n ang chy, xy dng
ni dung pht trin nhng trang , lm sao thu ht nhiu ngi tham d v bit n
chng trnh ca mnh. Cng vic ny i hi kh nng qun l, nm bt v x l thng tin
hiu qu.
Qu trnh lm vic vi khch hng:u tin ch nhn m t yu cu t khch hng,
gm mc tiu, i tng ca d n t s lm hp ng t vn v k hoch thc
hin. Sau , trnh by trc khch hng, nu khch hng duyt th hai bn s k hp ng v
bt u chy d n. Trong qu trnh chy d n, phi theo di tnh hnh v x l khng
hong (nu c).
Cu 4: Ch c tng tc v bo co tnh hnh vi khch hng thng xuyn khng,
Trong qu trnh chy d n, ch phi bo co hng tun vi khch hng v tin
thc hin tng giai on v bo co tng kt sau chin dch. Bo co tng kt chin dch s
lm Powerpoint v thuyt trnh kt qu chin dch trc khch hng. Trong qu trnh chy
phi thng xuyn cp nht v lin h qua th in t vi khch hng c s thay i v
chnh sa kp thi khi khch hng yu cu.
Cu 5: Theo Ch s hi lng ca khch hng khi s dng dch v ti cng ty mnh da
vo nhng yu t no?
Vi nhng d n ch chy, th s hi lng ca khch hng ph thuc v cht lng
dch v v kh nng gii quyt tt nhng tnh hung xu trong qu trnh chy d n,
khng gy hu qu v nh hng ti khch hng.
54
Cu 6: Theo ch cm nhn, th nhng khch hng m ch ph trch u hi lng vi

kt qu t c hay khng?
Theo ch th nhng d n ch lm khch hng u kh hi lng v khng c thi g
ht, ni chung h hi lng vi kt qu h nhn c.
Cu 7: Ch c gp kh khn g khi chy nhng d n ny khng?
Kh khn th m khng ht, v thc s lm cng vic t vn v qua trc tuyn rt
kh o lng. Kh khn nht ca ch l v thi gian, mt lc ch ang chy rt nhiu d n
v cng vic nhiu, gy kh khn, lm khng ht vic c giao. Cn mt s nguyn nhn
na nh ngun cung bn ngoi cha dt cht lng cao nh mnh yu cu.
Cu 8: Theo ch ngh th cng ty mnh nn c nhng hot ng g nhm nng cao
s hi lng ca khch hng v h trung thnh vi mnh khng?
Theo ch nng cao s hi lng ca khch hng khi s dng dch v t vn ca cng
ty Emerald th cn phi nng co tnh sng to. Sng to trong cng vic, trong vic x l
tnh hung v trong cch thc lm vic vi khch hng. Ty khch hng chng ta s c
nhng cch lm vic khc nhau mang li hiu qu cao. Nhng ch thy quan trng mu
cht vn l cht lng dch v ca mnh, phi ci thin v pht trin hn na.
3.2.2.2. Kt lun t nghin cu nh tnh
Kt qu nghin cu nh tnh l t bn thn nhn vin cng ty, l nhng kt qu v
cm nhn c khi nhn vin cng ty lm vic trc tip vi khch hng. Ta c th nhn thy
rng, s hi lng ca khch hng c th hin nhiu khu v s tng tc ca cng ty nh
th no vi khch hng. Qu trnh lm vic trc tip vi khch hng ca nhn vin cng ty
khng nhiu, tuy nhin nhn vin ng mt vai tr quan trng trong vic lm tha mn v
nng cao s hi lng ca khch hng.
T kt qu nghin cu nh tnh c th rt ra c mt s kt lun sau:
-
Qu trnh lm vic ca nhn vin cng ty vi khch hng ch yu c thc hin qua
vic gi th in t, tip xc trc tip khch hng khng nhiu, y cng l c tnh
ca ngnh dch v t vn nh Emerald.
55
c trng ca vic la chn i tc thc hin chin dch ca khch hng l s c s

u thu gia nhiu cng ty t vn dch v khc nhau. Do , giai on khch hng
ng thc hin dch v ca mnh hay khng l khu thuyt trnh, trnh by
tng v t vn cho khch hng. Giai on ny, nhn vin tip xc vi khch hng rt
quan trng v phi to s tin tng cao, vi mt tc phong lm vic chuyn nghip,
thi tch cc v sng to.
Khch hng c hi lng v dch v t vn ca mnh hay khng c nh gi qua thi

hp tc ca nhn vin, chng trnh c t c mc tiu ra hay khng, chi ph
ca khch hng b ra c ph hp vi kt qu m h nhn c hay khng.
Qu trnh lm vic vi khch hng c nhiu kh khn do c trng ca ngnh tip th

k thut s, khch hng nu khng am hiu v nhng cng c th rt kh gii thch v
t vn khch hng s dng dch v ti cng ty. Bn cnh , tip th k thut s rt
kh o lng v o lng qua nhng cng c phc tp, chuyn mn nn khch hng
khng th t o lng c, t s dn n s thiu tin tng khi nhn vin bo co
tnh hnh hot ng.
Qu trnh lm vic vi khch hng ti cng ty i theo mt chui nhng hot ng

v khng th tch ri. l khu tip nhn yu cu, lm hp ng t vn, lp bo gi,
thuyt trnh trc khch hng, k kt hp ng, t chc thc hin, bo co tin v
thanh l hp ng.
Ngoi ngun lc bn trong ca cng ty, cht lng dch v thc thi cn ph thuc
nhiu vo nhng ngun lc bn ngoi nh i ng cung cp cc dch v khc nh
qung co trn bo, trn iTt c nhng nh cung cp ny, nhn vin cng ty lin
h nhng khng th m bo ht c kt qu v kh nng lm vic ca h. Thc
cht, cng ty lm vic theo hai hng, th nht l vi khch hng cng ty nhn d
n, th hai l nhng ngun cung cp cc dch v khc cng ty hon thnh mc
tiu ca khch hng. y l mt s lin h hai chiu, nh hng v tc ng ln nhau,
nhng s hi lng ca khch hng ch c nh gi qua cung cch lm vic ca cng
ty, c th gy kh khn cho nhn vin.
56
3.2.3 M hnh s hi lng ca khch hng khi s dng dch v t vn ti cng ty

Emerald Digital Marketing.
Hnh 3.6 M hnh s hi lng ca khch hng khi s dng dch v ti cng ty
(Ngun: Tc gi)
M hnh s hi lng ca khch hng khi s dng dch v t vn ti cng ty Emerald
Digital Marketing c xc nh da vo 5 yu t:
Th nht l hnh nh ca cng ty. Hnh nh ca cng ty c nh gi bao gm uy
tn ca cng ty, tc l nhng vic cng ty cam kt thc hin nh gi bo co ng hn, thc
hin ng nhng iu khon trong hp ng. Hnh nh cng ty cn l thi ca nhn vin
khi lm vic vi khch hng. Nhn vin chuyn nghip, thn thin, chuyn mn t vn gii
hay khng?
Th hai l gi tr cm nhn ca khch hng, l cm nhn chi ph khch hng b ra
c ph hp vi kt qu thu c sau chin dch hay khng. y l gi tr cm nhn ch v
mt chi ph, cm thy ph hp th khch hng s tin tng v s dng dch v ca cng ty.
57
Th ba l s mong i. y l nhng mong i nh t c mc tiu ra, c

gi bo co ng thi hn, th tc hnh chnh n gin, dch v t vn a dng v c nhiu
la chn, mong i c o lng kt qu chnh xc sau mi chin dch.
Th t l cht lng dch v. Ti cng ty Emerald, cht lng dch v bao gm hai
mt, u tin l cht lng dch v t vn v th hai l cht lng ca dch v thc thi. Cht
lng dch v t vn c th hiu l hp ng a ra thuyt trnh trc khch hng gip h
tin tng, v c nhiu la chn khi c t vn v trin khai thc hin. Cht lng ca dch
v thc thi chin lc l nhng cng c, nhng knh, phng php cng ty s s dng
thc hin cam kt vi khch hng, v nhng kt qu ny s o lng c.
Th nm l s trung thnh ca khch hng. S trung thnh vi khch hng th hin
qua hai kha cnh. Khch hng s tip tc s dng dch v t vn ca cng ty nu c d n
mi v khch hng sn sng gii thiu dch v t vn ca cng ty Emerald vi nhng i tc
ca mnh.
3.3.
Kt lun chng 3
Thng qua chng ny, thc trng khch hng s dng dch v ti cng ty c
khi qut v gip ta c ci nhn tng quan hn. Bn cnh , thng qua vic phn tch kt
qu nghin cu v nh tnh ln nh lng, chng ta c ci nhn r hn v thc trng khch
hng s dng dch v t vn ti cng ty v thc trng nhn vin lm vic vi khch hng nh
th no.
M hnh s hi lng ca khch hng khi s dng dch v ti cng ty cng c m t
vi y nm yu t l cht lng dch v, s mong i, gi tr cm nhn, hnh nh
cng ty v lng trung thnh. S hi lng ca khch hng c nh gi mt cch cht ch v
lin kt vi nhau to nn mt th thng nht v hon chnh.
58
CHNG 4:
HNG XUT GII PHP NHM NNG CAO S HI
LNGCA KHCH HNG KHI S DNG DCH V TI CNG
TY EMERALD DIGITAL MARKETING
xut gii php
4.1.
4.1.1. Gii php v nng lc: cht lng dch v

C s xut gii php
Da vo kt qu nghin cu nh tnh, hin ti khch hng v c nhn vin cng ty
u ang chp nhn v hi lng vi dch v cng ty ang cung cp song nu v mt tng lai
th cha th duy tr c.
Xt v bn cht, tt c s hi lng ca khch hng u bt ngun t cht lng dch
v dc cung cp ti cng ty. Do , vic nng cao cht lng dch v v p ng nhng
nhu cu mi trong tng lai l iu cn thit v bt buc phi thc hin.
Ni dung gii php
Xt v dch v ti cng ty, c hai cht lng dch v cn c nhiu thay i v pht
trin hn:
Th nht l v cht lng dch v t vn. Cht lng dch v t vn l nhng xut
cng ty c nhn vin t vn trnh by vi khch hng sau khi nhn c yu cu thuyt
phc h chp nhn hp tc vi cng ty. Trong cht lng dch v t vn, xt n cht lng
ca nhn vin t vn v nhng dch v i km. Do :
o to nhn vin c kin thc chuyn su v tt c nhng dch v ti cng ty. Nhn
vin t vn cho khch hng khng ch dn thun nm r lnh vc bn thn ph trch m
cn nm vng tt c c ch lm vic v bn cht ca nhng i lm vic khc. o to:
-
Kin thc v qung co trn cng c tm kim (SEM), ti a ha trn cng c tm

kim (SEO).
Kin thc v tip th lan truyn
Kin thc v thit k v phn tch Website
59
Kin thc v qung co trc tuyn

o to nhn vin c kh nng v hiu bit chnh xc v vic o lng kt qu thc
hin trn nhng cng c trc tuyn t c th gii thiu v gii p cho khch hng khi
o lng, to s tin tng i vi kt qu cng ty mang li ca d n.
-
o to v vic o lng hiu qu chin dch trn cng c Google. Mt thng thc
hin cp nht thng tin v c o to mt ln. Thc hin vo chiu th 2 u tin
ca thng.
o to kin thc v o lng trn nhng cng c khc, ngoi Google, nhng trang
o ch s truy cp nh Alexa
Th hai v cht lng dch v thc thi vic t vn. Bn cnh cng ty s dng nhng
gi dch v trn cng c k thut s do ngun lc cng ty thc hin cam kt cho khch hng
th cn s dng nhng ngun lc bn ngoi nh qung co trn bo, tp ch, ng tin trn cc
bo do :
Vi i ng nhn vin cng ty cn c thng xuyn kim tra, nng cao trnh
chuyn mn v pht trin nhng lnh vc dch v mi nh Mobile Marketing.
-
Thi gian kim tra vo khong gia nm, thc hin nhng bi kim tra kin thc v
chuyn mn ln kin thc c o to.
Tnh im thng hng thng qua thnh tch lm vic mi d n.

Khuyn khch tinh thn ch ng v sng to ca nhn vin hn na trong qu trnh
lm vic, nh gi nng lc nhn vin qua kh nng sng to.

Vi ngun lc thu bn ngoi, do s bp bnh v khng ng u nn s nh hng
n cht lng ca dch v thc thi. V th cng ty cn c mt ngun lc n nh, hp tc
lu v xy dng tinh thn, thi lm vic tt vi cc nh cung cp trnh tnh trng b p
v gy kh khn cho cng ty.
-
Tuyn dng thm cng tc vin vit bi cho d n, lm vic bn thi gian v c rng
buc cht ch.
Duy tr quan h vi ngun lc c nh nh i ng ng bi, i qun l trn cc

din n, cc trang cng ng.
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ng nht v khu lin h bo gi v khu k kt hp ng cng vi mt nhn vin

cng ty cung cp dch v.
Trong qu trnh lin h xin bo gi nh qung co, bi PR, mua ch trn cc din
n v qu trnh k kt hp ng, nn thng nht lin h vi mt nhn vin cng ty

trnh tnh trng k kt vi mt nhn vin khc s gy kh khn sau ny.
C mt h thng tng hp li tt c thng tin lin quan n nhng ngun cung bn
ngoi, v a ch, thng tin lin h thun li hn trong qu trnh lm nhng d n

k tip.
Tnh kh thi ca gii php
Cng tyEmerald vi phng chm chin lc pht trin lu di v ang tng bc
nng cao cht lng dch v nn chng trnh ny cng nm trong k hoch di hn.
Nhn lc: gim c Nguyn Khoa Hng Thnh c trnh chuyn mn cao, vng, c
kinh nghim trong vic ging dy ti cc trng o to Marketing, c th thc hin vic o
to trong ni b cng ty, khng cn thu nhn vin o to bn ngoi do chi ph s thp.
Tnh hnh ti chnh ca Emerald n nh v c thduy tr lu di.
Phng tin h tr cho vic o to c: phng hp, my chiu, cc cng c h tr
khc
Thi gian thc hin: Thng 4/2012 xut k hoch c th v chng trnh o to v
s trin khai trong 3 thng ca qu 3 nm 2012
4.1.2. Gii php v pht trin bn vng v trch nhim x hi (CSR Coporate Social
Responsibility).
Pht trin bn vng l kh nng p ng nhng nhu cu hin ti m khng nh hng
ti nhu cu pht trin trong tng lai. Do , s pht trin bn vng trong doanh nghip l
chin lc pht trin ca doanh nghip trong di hn, c kh nng sinh li nhun thi im
hin ti, pht trin cao hn na trong tng lai v bn vng trong di hn.
Trch nhim x hi ca doanh nghip (CSR) l cam kt ca doanh nghip di vi o
c kinh doanh v ng gp vo pht trin kinh t bn vng, nng cao cuc sng cho ngi
lao ng v gia nh, cng ng a phng v x hi. CSR c coi l mt yu t quan
61
trng nh nhng yu t truyn thng khc nh chi ph, cht lng v giao hng trong kinh
doanh. CSR c lng ghp vo chin lc kinh doanh ca doanh nghip v tr thnh iu
kin bt buc doanh nghip tn ti v pht trin.
C s xut gii php
Trong bi cnh Vit Nam ang trong giai on chu tc ng suy thoi kinh t th
gii, s bin i kh hu th vic pht trin bn vng tr thnh mt trong nhng chin lc
tm im ca chin lc pht trin doanh nghip trong thi gian sp ti. Mt khc, Vit Nam
ang trn pht trin ha nhp vo nn kinh t th gii, th gii ang bt u v bc vo
giai on pht trin bean vng th Vit Nam cng phi theo xu th chung.
Thc tca cc doanh nghip trong v ngoi nc cho thy, u t cho pht trin bn
vng khng nhng l mc ch pht trin lu di cho doanh nghip m cn cho c cng
ng. V nu ch bit chm lo cho bn thn doanh nghip th doanh nghip Vit Nam khng
th vn ra tm th gii. Hn ht, hin ti th gii l mt tng th thng nht v lmt h
thng cht ch, mt vic nh hng n mt nc trn th gii s nh hng n ton b
nhn loi.
Trong chin lc pht trin bn vng th hu ht cc doanh nghip Vit Nam u a
v chng trnh trch nhim x hi ca doanh nghip.
(Theo nhn nh ca Nguyn Cng Minh - Gim c phng pht trin bn vng ca
Holcim, Tp ch thng mi thy sn 01/2011)
Vi doanh nghip Vit Nam khi nim trch nhim x hi cn kh mi m v cha
c p dng cha c rng ri v cha c phng php ng n.
Nu trch nhim x hi ca doanh nghip v b quy tc ng x c hiu ng v
thc hin ng, ph hp vi lut php quc gia th vic thc hin trch nhim x hi chnh l
vic lm m cc bn u c li: l uy tn v tnh cnh tranh ca doanh nghip c tng
ln; quyn li v nhn phm ca ngi lao ng c bo m tt hn; v vic thc hin
lut php quc gia cng c tt hn, tnh cnh tranh ca c nn kinh t cng cao hn, mi
trng u t tt hn.
62
Ni dung ca gii php

Trong chin lc pht trin bn vng th hu ht cc doanh nghip Vit Nam u a
v chng trnh trch nhim x hi ca doanh nghip.
Gi gn v pht trin bn sc vn ha cng ty
Duy tr vic xy dng vn ha chuyn nghip.
-
Chuyn nghip trong khu tip xc khch hng. Nhn vin chuyn nghip c th
hin trong vic ng gi, tc phong nghim tc lm vic hp l v s dng y
nhng phng tin h tr.
S phn quyn v trch nhim r rng gia nhng c nhn v gia lnh o vi nhn
vin.
Th tc hnh chnh nhanh gn v chnh xc.

Duy tr vic xy dng vn ha thn thin: thn thin vi nhn vin, vi khch hng,
to mi trng lm vic thoi mi cho nhn vin. Gi lm vic linh ng, khng bt buc
lm vic ht gi, ch cn lm ht vic. B sung cc trang thit b to s thun li hn cho
nhn vin nh my fax, my photo, my scan.
-
Tip tc duy tr vic rt ngn khong cch gia lnh o v nhn vin. Trong qu
trnh ny, ch rt ngn khong cch khng rt ngn quyn lc.
To quan im ng n cho nhn vin v trch nhim x hi ca doanh nghip.

Vic thc hin cc quy nh th hin trch nhim x hi trong cc b quy tc ng x
l mt khon chi ph mang tnh cht u t ca doanh nghip, c thc hin trc
v trong khi lm ra sn phm, ch khng phi l mt ng gp ca doanh nghip
mang tnh cht nhn o, t thin.
Bo v quyn li cho nhn vin
Nhn vin c minh bch v r rng trong vic chi tr tin lng.
Xy dng h thng tnh im thng hng thng cho nhn vin vi vic thc hin
chng trnh tnh im thng cui nm.
Bt buc nhn vin tham gia y cc ch bo him cho ngi lao ng
63
Chng tham nhng

-
Tt c cc khon chi thu ca cng ty u phi r rng v minh bch.
Tc ng t tng nhn vin v vic trung thc, thng thn v chnh xc trong mi
hp ng, khu bo gi.
Thu hp khong cch nhn vin v lnh o
Hin ti cng ty ang rt ngn khong cch gia lnh o v nhn vin, tip tc duy
tr to mt mi trng lm vic t do, thoi mi.
Lnh o thng xuyn hp mt nhn vin, c thng th gp gii p thc mc

cng nh bc xc ca nhn vin.
V li ch cng ng
Cng ty t chc tham cc chng trnh t thin i vi cng ng cho tr em m ci,

tr em c hon cnh kh khn vo cc dp nh ngy l, tt thiu nhi, trung thu.
Tham gia tch cc hn vo cc hot ng x hi. T chc mt k hot ng nh k

cho nhn vin n cc trung tm x hi.
C chnh sch nhn o to v pht trin ngun nhn lc tr cho cng ty v x hi.
Tnh kh thi ca gii php
Cng ty ang hng ti mc tiu pht trin bn vng v mang tnh t nguyn v mc
tiu pht trin cng ng. Cng ty mun m rng th trng v pht trin thnh mt cng ty
mang tm quc t nn chin lc pht trin bn vng v th hin trch nhim x hi phi c
trong chng trnh pht trin di hn ca cng ty.
Emerald Digital Marketing c y ngun lc v kh nng thc hin pht trin
bn vng v trch nhim vi x hi.
Nhn lc: Nhn vin cng ty trnh cao c kh nng ph bin v thc hin tt. Ph
gim c Thi Anh o l ngi c kinh nghim, tng tip xc vi m hnh pht trin bn
vng v trch nhim x hi ca cng ty nhng nc chu u pht trin.
Ti chnh: Cng ty c ngun lc ti chnh n nh
64
4.2.
Kin ngh
Ngoi nhng gii php c xut trn, mt s kin ngh ti xin xut cng ty
c th nng cao s hi lng ca khch hng v nng cao s hi lng cho nhn vin, to tinh
thn thoi mi cho nhn vin lm vic:
-
C nhng hot ng dnh cho khch hng vo nhng ngy c bit. l nhng li
chc ti cng ty khch hng, li chc ti ngi lm vic trc tip vi cng ty.H thng
phn mm qun tr mi quan h khch hng (CRM) cn c p dng qun l
thng tin d liu khch hng c cht ch hn.
Vic thc hin nhn thanh ton vi nhng khch hng ca cng ty nn tp trung vo
mt ngi, c trch nhim nhc nh khch hng, khng nn tnh trng ai ph
trch khch hng no s ph trch khon thanh ton ca khch hng .
4.3.
Kt lun chng 4
Nhng gii php v nng lc, gii php v pht trin bn vng v trch nhim x hi
vi cng ty l mt trong nhng iu kin gp phn vo nng cao s hi lng ca khch hng
khi s dng dch v. Khch hng khng ch nhn vo ci hin ti ca cng ty, m cn xem
xt c kh nng pht trin ca cng ty nh th no, i ng nhn vin ra sao v hnh nh
ca cng ty trong mt cng ng quyt nh c tip tc trung thnh vi cng ty hay
khng.
Do d, c c s hi lng lu di ca khch hng ngoi vic cung cp nhng gi
dch v tt nht, ti u nht cn phi c mt con ng ng n pht trin bn vng v xy
dng hnh nh cng ty vi cng ng s to nn li th cnh tranh khi khch hng quyt nh
hp tc thc hin d n vi cng ty, l c s to li nhun lu di cho cng ty.
65
KT LUN
Cnh tranh pht trin v tn ti, do mt doanh nghip mun thc s ng vng
trong th trng phi ly s hi lng ca khch hng lm tiu ch phn u v tha mn.
Khch hng ca doanh nghip mang li doanh thu, mang li cng vic cho nhn vin v
mang li s pht trin cho x hi, v vy cn nh gi c mc v tm quan trng ca
khch hng trong doanh nghip c nhng hng pht trin bn vng l lu di.
Tuy nhin, c c mt lng khch hng trung thnh v lu di, doanh nghip cn
c nhng chin lc ng n v bn vng khng nhng nng cao cht lng dch v, khng
nhng nng cao li th cnh tranh truyn thng m cn phi th hin trch nhim ca doanh
nghip vi x hi, to c nim tin t cng ng, t x hi s to c nim tin ni khch
hng.
66
PH LC
BNG CU HI KHO ST
Cho anh (ch)!
Li u tin cho php ti c cm n qu cng ty anh (ch) s dng dch v
t vn ca chng ti trong thi gian qua.
Ti l nhn vin ang cng tc ti cng ty Emerald Digital Marketing. Hin ti
ang lm mt cuc nghin cu nh gi mc hi lng ca qu khch khi s dng
dch v t vn ti cng ty chng ti. S ng gp ca qu cng ty c ngha ln lao
chng ti c th ci thin nhng thiu st v phc v qu khch c tt hn.
Thng tin ca qu khch s c hon ton bo mt. Ti xin chn thnh cm n.
CU HI THNG TIN
Anh/Ch ang cng tc ti cng ty:
a ch:
CU HI NI DUNG
Cu 1: Qu cng ty tng s dng dch v t vn ca chng ti bao nhiu d n?
1 d n
2 4 d n
Trn 4 d n
67
Cu 2: Qu cng ty vui lng cho bit mc ng ca qua nhng kin sau theo
thang im t 1 5
1: Hon ton khng ng
4: ng
2: Khng ng
5: Hon ton ng
3: Khng kin
Yu t
Cng ty c uy tn trong qu trnh lm vic

Cam kt dt mc tiu ra
Gi bo co ng hn
Bo mt tuyt i thng tin khch hng
Thc hin ng nhng iu khon trong hp
ng
Nhn vin chuyn nghip trong qu trnh lm
vic
Thi d nhn vin thn thin
Nhn vin ng gi
Tc phong nghim tc khi lm vic
y nhng phng tin h tr
Nhn vin trnh by r rng v gii p thc mc
ca khch hang mt cch trit
68
Cu 3: Vui lng cho bit mc dt c nhng mong i ca qu cng ty vi

nhng k vng qua thang im t 1-5
1: Hon ton khng t c
4: t c
2: Khng t c
5: Hon ton dt c
3: Bnh thng
Yu t
Hu ht nhng mong i ca cng ty

Mc tiu chin dch ca cng ty ra
c thng xuyn cp nht thng tin v
qu trnh chy d n
S thun tin khi lin h vi nhn vin
Th tc hnh chnh nhanh gn
Cu 4: Vui lng cho bit kin ca qu cng ty v dch v c cng ty chng ti

cung cp theo thang im t 1 - 5
1: Hon ton khng hi lng
4: Hi lng
2: Khng hi lng
5: Hon ton hi lng
3: Khng kin
Yu t
Cht lng dch v c m bo
Dch v t vn a dng
Cung cp thng tin t vn y , chnh
xc v r rng
S hi p tch cc v chnh xc
Cu 5: Anh/ch cm thy chi ph mnh b ra l ph hp vi kt qu thu c

Ph hp
Khng ph hp
69
Cu 6: Anh/ Ch c tip tc s dng dch v t vn ti cng ty Emerald Digital

Marketing khng?
C
Khng
Cn suy ngh li
Cu 7: Anh/ Ch c sn lng gii thiu dch v cng ty Emerald vi nhng i tc ca
mnh khng?
C
Khng
Cn suy ngh li
Cu 8: Kt qu chin dch cng ty Anh/ Chi t c sau khi cng ty chng ti thc
hin?
t mc tiu ra
Khng t mc tiu ra
70
DANH MC TI LIU THAM KHO

1. Sch
- Kotler, Philip (2003), Qun tr Marketing, Nh Xut bn Gio dc.
-
Bachelet, D. (1995), Measuring Satisfaction; or the Chain, the Tree, and the Nest,
Customer Satisfaction Research, Brooker, R.(ed), Emosar.
Th.s Quch Bu Chu, Ths Nguyn Cng Dng, Th.s inh Tin Minh, Th.s o
Hoi Nam, GV. Nguyn Vn Trng (2009), Marketing cn bn, NXB Lao ng
2. Website
-
Website cng tyhttp://digitalmarketing.vn/
Websitehttp://www.dinhtienminh.net/
Website http://bayvut.com
3. Ngun khc
Ti liugii thiu cng ty
Nguyn Tn Dng (2010), M hnh nghin cu s hi lng ca khch hng.

V Th Dng,http://www.tuoitre.com.vn/Tianyon/Index.aspx?ArticleID=35936
71

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SVTH: PHM TH DIM TRANG

TRNG AI HOC KINH TE TP. HCM

CHUYEN E TOT NGHIEP

GIAI PHAP NHAM NANG CAO S THOA MAN CUA

GIANG VIEN HNG DAN: Th.s INH TIEN MINH

: PHAM TH DIEM TRANG

NIEN KHOA 2008 - 2012

GVHD: TH.S INH TIN MINH

SVTH: PHM TH DIM TRANG

GVHD: TH.S INH TIN MINH

SVTH: PHM TH DIM TRANG

Mc tiu vi sinh vin ........................................................................................... 2

Mc tiu i vi doanh nghip ............................................................................. 2

3. Quy trnh thc hin v phng php thc hin ........................................................ 2

Quy trnh thc hin ............................................................................................... 2

Phng php nghin cu ...................................................................................... 3

4. Phn tch d liu ........................................................................................................... 4

CHNG 1:C S L LUN V S HI LNG CA KHCH

nh ngha v gi tr v s hi lng (tha mn) ca khch hng......................... 6

Gi tr ca khch hng ......................................................................................... 6

S hi lng ca khch hng .................................................................................. 8

Nhng phng php theo di v lng nh s hi lng ca khch hng .......... 9

H thng khiu ni v gp ................................................................................. 9

Phn tch nguyn nhn mt khch hng ............................................................. 11

GVHD: TH.S INH TIN MINH

SVTH: PHM TH DIM TRANG

To ra gi tr cung ng v s hi lng cho khch hng ................................... 2012

Cc yu t nh hng n s tha mn ca khch hng .................................... 12

Yu t con ngi ................................................................................................. 12

Yu t thun tin ................................................................................................. 12

Ch s o lng v s hi lng ca khch hng (CSI Customer Satisfaction

Ngun gc v vic s dng ch s CSI ................................................................ 13

Mc tiu ca vic s dng ch s hi lng khch hng CSI ........................... 2213

Kt lun chng 1 .................................................................................................... 16

CHNG 2:GII THIU CHUNG V CNG TYEMERALD

Gii thiu chung v cng ty TNHH T vn Ngc Lc Bo (Emerald Digital

ngh logo ................................................................................................................ 17

Lch s hnh thnh v pht trin ca cng ty ....................................................... 17

Tng quan v dich v ca cng ty .......................................................................... 18

Tip th tm kim (SEM Search Engine Marketing) ..................................... 2718

Qung co hin th .............................................................................................. 19

Tip th lan truyn ............................................................................................... 19

Tip th qua th in t....................................................................................... 20

Dch v sng to ................................................................................................. 20

GVHD: TH.S INH TIN MINH

SVTH: PHM TH DIM TRANG

Phn tch Web ..................................................................................................... 21

C cu hot ng ca cng Ty ............................................................................... 23

Quy trnh lm vic ca cng ty ............................................................................... 25

Kt qu hot ng kinh doanh v nhng thnh tu cng ty t c trong thi

Kt qu hot ng kinh doanh ............................................................................ 27

Thnh tu cng ty t c ................................................................................ 28

Kt lun chng 2 .................................................................................................... 28

CHNG 3: THC TRNG CUNG CP DCH V TI CNG TY

Tnh hnh khch hng s dng cc dch v ca cng ty trong hai nm gn y

2010 v 2011 ....................................................................................................................... 29

Phn tch kt qu nghin cu ................................................................................. 30

Nghin cu nh lng ....................................................................................... 30

3.2.2. Nghin cu nh tnh .............................................................................................. 39

M hnh s hi lng ca khch hng khi s dng dch v t vn ti cng ty

Emerald Digital Marketing ..................................................................................................... 47

Kt lun chng 3 .................................................................................................... 49

CHNG 4: HNG XUT GII PHP NHM NNG CAO