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n Nghin cu khoa hc GVHD: Th.

S Trng Hng Trnh

GII THIU

1. L do nghin cu. Trong thi i hp nhp v cnh tranh gay gt nh hin nay, mi ngn hng thng mi u thc c s tn ti v pht trin ca h ph thuc vo vic ginh c khch hng khng; c tho mn c h khng; v c duy tr c lng trung thnh ca h khng? Cc ngn hng thng mi lun coi khch hng l u tin hng u trong mi hot ng ca mnh. Vn l lm nh th no c th s dng cng ngh, nhn lc v cc phng php qun l 1 cch hp l nm bt c bn cht nhng li ch, hnh vi, nhng gi tr ca khch hng qua to ra nhng dch v, chng trnh ti u ph hp vi nhu cu v mong mun ca khch hng mc tiu. t lu, trn th gii, Qun tr quan h khch hng (CRM) c nhc n nh l 1 cch thc hu hiu gip cc nh qun tr gii quyt nhng vn trn. Tuy nhin, i vi cc ngn hng thng mi Vit Nam, n cha c cc doanh nghip bit n v p dng nhiu. Vy, CRM l g ? n c tc dng nh th no? Trong ni dung phn nghin cu ny ny, em xin c lm r v khi nim CRM, nhng li ch v c cu hot ng ca CRM cng nh tin trnh trin khai h thng ny i vi h thng ngn hng Thng mi Vit Nam nhm nng cao kh nng cnh tranh ca h thng ngn hng trong thi k hi nhp hin nay. 2. C s ca ti. ti thc hin da trn mc tiu ca cc ngn hng thng mi Vit Nam. 3. Mc tiu ca ti. - Nng cao nng lc phc v khch hng ca h thng ngn hng thng mi. - Duy tr lng trung thnh ca khch hng 4. Phm vi nghin cu ca ti.

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh Cung cp cch thc hon thin h thng CRM cho ton b cc ngn hng thng mi Vit Nam theo cc khu vc a l. 3. Phng php nghin cu. Phng php m t da trn nhng d liu th cp thu thp t Ngn hng c phn Phng Nam chi nhnh Nng. Tham kho ti liu v CRM. Phng php m hnh ho. Phng php phn tch. 4. Kt qu t c. - a ra tin trnh trin khai cho cc h thng ngn hng theo cc khu vc a l. - a ra gii php hon thin CRM theo trit l 1:1 - a ra cc tiu thc nh gi cng ngh CRM.

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh

PHN I QUN TR QUAN H KHCH HNG


I. KHI NIM KHCH HNG - TM QUAN TRNG CA KHCH HNG I VI NGN HNG THNG MI. 1.Khi nim khch hng v phn loi khch hng. 1.1.Khi nim Khch hng ca ngn hng thng mi l mt tp hp nhng c nhn, nhm ngi, doanh nghip ... C nhu cu s dng sn phm ca ngn hng v mong mun c tha mn nhu cu ca mnh. Khch hng tham gia vo c qu trnh cung cp u vo nh gi tit kim, mua k phiu... ng thi cng l bn tiu th u ra khi vay vn t ngn hng. Mi quan h ca ngn hng vi khch hng l mi quan h hai chiu, to iu kin cho nhau cng tn ti v pht trin1.

. 1.2.Phn loi khch hng ca ngn hng2: C th phn loi khch hng ca cc ngn hng thng mi thnh cc nhm nh sau sau: Khch hng thuc nghip v huy ng vn ca ngn hng. Khch hng thuc nghip v cho vay ca ngn hng. Khch hng thuc nghip v c lin quan n cc dch v ti chnh tin t, ti sn ca ngn hng.

2.Tm quan trng ca khch hng i vi ngn hng thng mi


Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh C l chng kh khn g khi cp n tm quan trng ca khch hng i vi cc ngn hng thng mi. V nhu cu ca khch hng chnh l tin cho vic kinh doanh ca cc ngn hng thng mi. Bn cht ca vic kinh doanh ca ngn hng thng mi l thu c li nhun thng qua qu trnh huy ng vn, cho vay v cc hot ng giao dch lin quan n tin trn th trng, qu trnh ny ch c th xy ra khi c khch hng. Nh vy, c th khng nh rng: Khch hng chnh l ngun sng ca cc ngn hng. Nu khng c nhu cu ca khch hng, s khng c bt c hot ng kinh doanh ca ngn hng no c din ra nhm mc ch tm kim li nhun. II. TNG QUAN QUN TR QUAN H KHCH HNG (CRM3) 1. Li ch ca vic thu ht v duy tr khch hng c gi tr 4. Cc nghin cu cho thy c rng: Chi ph tm kim 1 khch hng mi lun cao hn chi ph gi 1 khch hng c.( Cao hn khong gp 5 n 15 ln) Mt khch hng khng tho mn s chia s s kh chu cho t 8-10 ngi khc.Trong khi 1 khch hng hi lng v cng ty s chia s iu ny vi 3 ngi khc ( C ch ln sng) 80% doanh thu hay li nhun ca doanh nghip thng do 20% s khch hng thng xuyn to ra (Nguyn l 80-20) Nu gi c thm khong 5% s lng khch hng li vi cng ty th cng ty c th gia tng thm t 25% n 100% li nhun tu ngnh, tu lnh vc. 70% khch hng s vn trung thnh vi cng ty nu khiu ni ca h c gii quyt tho ng Nh vy, mc tiu ca cc nh qun tr l: To dng c lng trung thnh vi khch hng Xc nh chi ph hp l dnh cho vic tm kim khch hng mc tiu. Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh nh gi c li nhun thu c t cc nhm khch hng. V vn y l lm nh th no c th thc hin c cc mc tiu nh trnh by trn. Hin nay CRM c nhc n rt nhiu nh l 1 cch thc gip cc nh qun tr thc hin cc mc tiu nh trn. Vy CRM l g?. 2. Khi nim v CRM v s pht trin ca CRM. 2.1.Khi nim: CRM l vit tt ca t Customer Relationship Management5. C ngha l Qun tr quan h khch hng. Qun tr quan h khch hng l mt chin lc kinh doanh hng vo vic tm kim, chn la v duy tr quan h vi nhng khch hng c gi tr nht. CRM tp trung vo cc qu trnh marketing, bn hng v dch v v qu trnh sn xut sn phm theo nhu cu khch hng nhm phc v khch hng mt cch tt nht. Mt cch tng qut, CRM l h thng nhm pht hin cc i tng tim nng, bin h thnh khch hng (KH), v sau gi cc KH ny li vi cng ty. Ni nh vy CRM s l mt tng hp ca nhiu k thut t marketing n qun l thng tin hai chiu vi KH, cng nh rt nhiu cng c phn tch v hnh vi ca tng phn khc th trng n hnh vi mua sm ca tng KH.6 Tm li, chng ta c th hnh dung v cc kha cnh ca CRM nh sau7:
Kha cnh chc nng Tp trung vo cng ngh: + T ng ho lc lng bn. + Qun l chin dch marketing Kha cnh ngoi vi v KH Tp trung kinh nghim v KH: Kha cnh chin lc Tp trung vo s tho mn khch hng:

+ xy dng ci nhn n nht v KH qua knh tip xc. + CRM t nguyn t nn tng k thut. + phn chia s hiu bit v KH cho tt c cc chc + M t CRM nh 1 qu trnh nng hng ti khch hng ly khch hng lm trung tm trn vic kinh doanh v xy dng gi tr c ng. + Hiu bit v khch hng nh hng n ton b t chc

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh 2.2. S pht trin ca CRM. Tin ca CRM l chng trnh PIM (Personal Information Manager - Qun l thng tin c nhn) c dng qun l tn, a ch, in thoi, thi gian v nhng thng tin c nhn khc. Sau , PIM pht trin thnh CMS (Contact Management System - H thng qun l giao tip) da vo nhng ngi bn hng, marketing c th cng s dng v khai thc thng tin chung. T CMS ngi ta pht trin thnh SFA (Sales Force Automation) t ng ha cc tc v bn hng. y cng l nn tng c bn ca CRM ngy nay8. Cc nh nghin cu nh tin s Jagdish Sheth, Jim Bessen, Hugh Bishop ca M vo nhng nm 1990 a ra thut ng CRM. T khi ra i n nay, cc quan nim v CRM khng ngng thay i v cng c nhiu quan nim khc nhau v CRM. C th th thy r cc quan im v CRM thng qua bng tm tt sau: Bng: Tm tt v cc quan im khc nhau lin quan n CRM9
Quan nim M t Mi quan h gia ngi mua v ngi bn pht trin theo thi gian v phi tin ti s lu di Quan nim v thnh cng ca CRM Thnh cng ca CRM da trn nng lc ca cng ty trong vic tm ra v tin ti p ng nhu cu v mong mun ca khch hng hng Khi nim tiu biu [CRM cp ti] vic to ra cng nh l tc dng ca vic kt ni vi th trng, mi quan h vi th trng bn ngoi, nht l vi cc knh v ngi s dng cui cng [CRM cho php cng ty ] u t vo khch hng mang li nhng gi tr hu ch cho cng ty, nhng cng gim ti thiu u t ca h vo nhng khch hng khng mang li li ch

Tin trnh

Chin lc

Gi tr theo thi gian ca khch hng (A customers lifetime value) quyt nh s lng v chng loi ngun lc u t vo mi quan h ni ring vi khch hng

S thnh cng ca CRM i hi cng ty phi lin tc nh gi, c nh v u tin cho nhng mi quan h c gi tr da trn li nhun theo thi gian m h mang li

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh


Vic duy tr khch hng (mang li li nhun cao) l kt qu tt nht xuyn sut cc mc tiu ca qu trnh xy dng v duy tr cc mi quan h Trong di hn, kt qu ca cc mi quan h mang ch li li ch khi cc cng ty c kh nng lin tc thch nghi cc hnh vi ca h vi nhng mong mun ca c nhn tng khch hng Kin thc v cng ngh qun tr s tng tc m t cc ngun lc quan trng, cn thit ca cng ty xy dng trong di hn li nhun mang li t cc mi quan h vi khch hng S thnh cng ca CRM i hi cng ty phi l trung tm phc v khch hng v phi n lc trong vic tm hiu v nhng nhu cu ca khch hng Thnh cng ca CRM ph thuc vo vic cng ty c th s hu c nhng ngun lc hu hnh v v hnh m c kh nng linh hot thay i theo nhu cu ca tng c nhn cc khch hng trn c s pht trin cc d liu ca khch S thnh cng ca CRM l cha kho trong cuc chy ua theo chc nng v s dng cng ngh ca cc cng ty nhm mc ch xy dng nn tng kin thc v khch hng v qun tr s tng tc CRM khng phi l 1 d n c lp, ring l, m n l 1 trit l kinh doanh, ly khch hng l trung tm ca cc hot ng trong cng ty

Trit l

Nng lc

[CRM] c ngha l sn sng v c kh nng thay i tu theo nhu cu ca c nhn mi khch hng da trn nhng g m khch hng ni vi bn v nhng g m bn bit c v khch hng

Cng ngh

CRM l cng ngh c s dng h tr, phi hp cc b phn bn hng, marketing, sn xut theo yu cu v dch v, cung cp cho cc b phn ny thng tin xy dng mi quan h vi khch hng

Nhng cch nhn nhn v CRM cng ngy cng tr nn hon thin hn. Thng qua m hnh v s tin ho v tng trng ca CRM, c th thy quan nim v CRM hin nay nng ln tm chin lc, nhim v qun tr quan h khch hng l nhim v ca ton b t chc, ton b t chc phi cng hng ti khch hng, vi mc tiu cui cng l gim chi ph, tng doanh thu t cc khch hng mc tiu v cui cng l phi to ra li th cnh tranh t chnh hot ng CRM ca mnh. Hnh: S tin ho v tng trng ca CRM10

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh

S tin ho v
Th h th 1 >1990 Qun l Trung tm tr li KH Cung cp dch v khch hng

III. HON THIN H THNG CRM TI CC NGN HNG TM.

Trn th gii, 75% DN tht bi trong ng dng CRM. Hn mt na trong s

cng ty u t vo CRM t ra tht vng. Theo nghin cu th c ti 30-40% CRM tht bi mc chin thut, 60% tht bi trong chin lc trin khai. Vic nhn nhn ng n CRM cc gc khc nhau s lm gim ri ro u t i vi DN ng dng11. Tng hp t cc d n v CRM trn th gii, t chc Gartner c kt ra 7 nguyn nhn khin cc d n CRM tht bi: S khc bit gia ngi s dng trong ngnh kinh doanh v CNTT Thiu k hoch chin lc Cc d liu khng y Thiu chuyn mn

T ng ho lc lng bn

H Fr

Qun l chin dch Marketing

Scope: Chc nng bn hng

Sinh vin thc hin: Phan S ng

Ch Ch

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh Thiu quan h khch hng Chu trnh t ng ha khng hp l Cc yu t chnh tr v vn ha

Lm th no c th trin khai 1 h thng CRM hiu qu ti 1 ngn hng thng mi. Mt CRM hiu qu khng ch l vic ci t gi phn mm vo l xong. S nhn nhn ng n v CRM l bc sng cn c c mt chnh sch CRM tch cc v hiu qu. c 1 ci nhn ng n v 1 h thng CRM, ta cn phi hiu r nhng yu t quyt nh thnh cng ca h thng CRM? 1. Cc b phn to nn thnh cng ca h thng CRM ti ngn hng thng mi12: 1.1. Chin lc khch hng. Nu chin lc khch hang khng c to ra trc khi trin khai chng trnh qun tr quan h khch hang th chng trnh s c nguy c b tht bi. Chin lc khch hang c nhim v thu ht khch hang v lm th no c th duy tr nhng khch hang c gi tr theo thi gian (LVC) v nhng khch hng c mc tin cy cao hay nhng khch hng ph hp vi mc tiu ca ngn hng. Khi mt chin lc c xy dng, n s to nn trch nhim v cam kt nhng n lc nhm a ngn hng t c mc tiu chin lc ra. 1.2. Chin lc tng tc khch hng. Chin lc tng tc vi khch hng cho php cc ngn hng xc nh cc phng thc tip xc vi khch hng ca mnh cng nh l cc cch thc cung cp cc sn phm v dch v, c th xc nh c khi no khch hng mun tng tc vi t chc v thng qua cc knh no. 1. 3. Chin lc v nhn hiu.

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh Chin lc nhn hiu s to ra s tin cy trong quyt nh giao dch ca khch hng i vi cc ngn hng, tng cng danh ting, to ra ro cn i vi i th v do vy gp phn to nn li th cnh tranh cho ngn hng. Mt nhn hiu mnh s to nn s li cun cho ngn hng v to ra s tin tng i vi khch hng bn ngoi v thm ch i vi c nhn vin bn trong t chc, do vy to nn ch ng vng chc trn th trng. 1.4. Chin lc sng to ra gi tr. Qun tr mi quan h l hot ng to thm gi tr xuyn sut qu trnh tng tc v ph thuc ln nhau gia ngn hng-khch hng. Do vy, vic to nn gi tr tng thm chnh l mc ch chnh ca s tn ti h thng qun tr mi quan h, n cng l 1 iu kin hnh thnh chin lc marketing. Bt k chin lc sng to gi tr no cng cn phi mang n li ch cho ngn hng cng nh l khch hng ca h. 1.5. Vn ho Vn ho ca ngn hng l tng th nhng gi tr, lng tin, gip cc c nhn hiu r v ngn hng, hiu r v nhau v n quy c 1 khun mu hnh vi chung cho h.Vn ho c l l yu t quan trng nht trong cch thc hin chin lc qun tr mi quan h . Mt s thay i v cch thc hng ti khch hang trong ton b t chc l iu tt yu. nh hng khch hang l 1 kiu vn ho t chc v n lm cho ngn hng p ng 1 cch tt hn nhu cu ca khch hang. Hn na, vn ho l 1 yu t thit yu quyt nh n cht lng giao dch ca ngn hng v yu t to nn s hiu bit v khch hng. 1.6. Con ngi. Con ngi rt cn thit trong mi t chc. H l nhng ngi lm nn ngn hng, qun l ngn hang v ng vai tr tng tc vi khch hng. Do vy, ngn hng cn phi duy tr c lng trung thnh khng nhng ca khch hng m cn ca nhn

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh vin gii . iu ny i hi nhn vin phi c cng nhn v c nhng hnh thc khen thng cho nhng thnh tch v vic thu ht v duy tr khch hng c gi tr cho ngn hng. 1.7. T chc. Nhng nguyn l ng vai tr thit yu trong qun tr quan h khch hng chnh l lm th no thu thp, phi hp v phn tch 1 cch chnh xc cc d liu v khch hng, qua pht trin nhng chin lc marketing trn c s qun tr mi quan h. Lm cc i li nhun ca t chc thng qua vic tp trung vo nhng khch hng c gi tr. Nn iu ny i hi c cu t chc ph hp thc y s hp tc cao ca cc b phn chc nng, nng cao hiu qu truyn thng gia khch hng vi t chc v cc b phn trong t chc vi nhau. iu ny ln na i hi c cu t chc cn phi mm do, linh hot, p ng nhu cu khch hng, vi nhng s hp tc chc nng to iu kin thun li cho hot ng ca t chc. 1.8.Cng ngh thng tin Vai tr ca cc cng c cng ngh thng tin trong qun tr quan h khch hng s to iu kin thun li cho ngn hang trong vic phn on khch hng thnh tng nhm khc nhau thng qu gi tr ca h hay cc d on v hnh vi ca khch hang. Yu cu vi h thng cng ngh thng tin i vi lnh vc ngn hng l - Cc cng c cng ngh thng tin cn c t chc tt v c cu trc hiu qu gip cho vic thng tin lien lc c d dng xuyn sut h thng ngn hng. - Phi to ra kh nng d tip cn i vi nhn vin ngn hng trong vic thu thp, phn tch v tip xc vi khch hng. - Phi m bo rng tt c nhng u t v cng ngh ny phi c hiu qu, i hi s tng hp thng tin, phn tch v tng tc ln nhau gia cc h thng. Thng thng, cc cng ngh CRM s c cc chc nng sau

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh Cc chc nng ca cng ngh CRM. Theo quan im mi, h thng CRM bao gm c ton b t chc, c ngha l ton b t chc cng hng ti khch hng, vic qun tr quan h khch hng khng phi l nhim v ca ring 1 phng ban no c, tuy nhin xt v mt cng ngh, cc phn mm trn th trng hin nay chia thnh cc chc nng h tr 3 b phn c bn trong ngn hng: marketing, bn hng, dch v- cung cp13 cng ngh CRM mang li thng l:
Bn hng - Cng c T ng ha lc Automation) - Cng c Trung tm tr li KH (call center) - Cng c Qun tr dy chuyn cung cp (demand-chain). Dch v h tr KH - Cng c Qun tr dch v h Marketing - Cng c Qun l khch hng tim nng ( Lead Management) - Cng c Phn tch li nhun khch hng. - Cng c Qun l chin dch Marketing. - Cng c E-marketing - Cc cng c t ng ha tip th khc
14 15

. Cc chc nng ca

lng bn hng (Sale Force tr: - Cng c ng dy nng: - Cng c Qun tr cc dch v ti ch:

1.9. Nhng tin trnh trong qun tr quan h khch hng. Chng ta c th hnh dung c ch hot ng ca cc h thng CRM i vi cc cng ty, trong c ngn hng thng mi nh hnh sau: H thng CRM gip cho cc khch hng c th d dng trao i thng tin vi ngn hng qua nhiu cch. Nhng thng tin m ngn hng thu nhn c s c tp trung vo cc c s d liu m CRM to ra. Cc c s d liu ny s c phn tch, nh gi, tp hp ti 1 trung tm x l iu hnh, v cng vi s h tr ca b phn marketing, s gip cho vic xc nh, phn loi tm quan trng ca cc loi khch hng c chnh xc v nhanh chng hn. Sau h thng CRM s tr gip xc nh cc cng c, cc chng trnh CRM tho mn cc khch hng, c bit l cc khch hng mc tiu. Tt c nhng kt

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh qu ny s c tng hp tr li c s d liu ca khch hng, gip cho vic nm bt, tho mn nhu cu khch hng c tt hn. Qu trnh ny khng ch din ra 1 ln vi 1 khch hng m c lp i lp li, din ra thng xuyn lin tc, Cp nhp nhng thay i trong nhu cu ca khch hng. Nh vy, chng ta c th nhn thy rng: S thnh cng ca h thng CRM th hin mc d dng khi KH trao i thng tin vi ngn hng: theo bt c cch no KH thch, vo bt c lc no, thng qua bt c knh lin lc no, bng bt c ngn ng no v thng qua h thng CRM th khch hng lun c cm gic ang giao tip vi mt thc th duy nht v nhn c s chm sc mang tnh c nhn16 Ni tm li, chng ta c th thy rng, c ch hot ng ca CRM bao gm 6 bc c bn17 Thu thp thng tin c s d liu v khch hng (database of customer activity) Phn tch c s d liu.(Analyses of the database) La chn khch hng mc tiu thng qua s phn tch.(Given the analyses, decisions about which customers to target) Xc nh nhng cng c no s dng cho khch hng mc tiu.(Tools for targeting the customers) Xc nh v xy dng nhng chng trnh to mi quan h vi khch hng mc tiu.(How to build relationships with the targeted customers) o lng thnh cng ca chng trnh CRM (Metrics for measuring the success of the CRM program) 1.10. Qun l kin thc v o to Qun l kin thc l qu trnh y mnh vic nhin cu, chia s, v ng dng ra thc t nhng kin thc thu nhn c lm t chc thch nghi nhanh chng vi s thay i ca mi trng. S sn sang v cc kin thc thch hp l 1 phn quan trng trong

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh vic y mnh cc hot ng pht trin qun tr quan h khch hang nh pht trin chin lc, pht trin cc knh phn phi, hon thin h thng chm sc khch hang, quan h cng chngNgoi ra qu trnh o to s gip cho nhn vin pht trin kh nng ph hp vi mc tiu t ra ca ngn hng 2. Cc bc trin khai h thng CRM ti cc ngn hng thng mi. Vi nhng yu t quyt nh n thnh cng ca h thng CRM nh nu trn, em ngh a ra tin trnh trin khai h thng CRM ti cc ngn hng thng mi gm 5 bc. Xy dng chin lc khch hng, qua to mi trng vn ho cng ty tt mi ngi tham gia s dng CRM c th chia s thng tin. t ra cc mc tiu thc t cho CRM thng qua chin lc CRM. Thc hin v duy tr s h tr t cc cp lnh o v cng ngh, v o to, tuyn dng v ti c cu cho ph hp vi yu cu h thng. Phn tch cc quy trnh cng vic t xy dng CRM. La chn ng i tc.

PHN II THC TRNG CA H THNG NGN HNG THNG MI VIT NAM TRONG THI GIAN QUA.
I. MI TRNG CHNH TR V PHP LUT. H thng chnh tr v php lut ca Vit Nam ang trong qu trnh chuyn i. T do ho ti chnh v hp nhp quc t v ngn hng l 1 yu cu khch quan, khng nhng ph hp vi xu th ca thi i m cong ph hp ci ch trng v ng li ca ng v nh nc. Vi quan im "ch ng hp nhp" cho thy quyt tm hi

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh nhp ca ca chnh ph ta. Trong xu hng chung ca hi nhp , Vit Nam c nhng bc i thch hp. - Khai thng quan h vi cc t chc ti chnh tin t quc t (IMF, WB,ADB) nm 2002. - Tr thnh thnh vin hip hi cc quc gia DNA thng 7/1995. - 11/1996 k kt hip nh u i v thu quan c hiu lc chung(CEPT) v tham gia khu mu dch t do AFTA. - Tham gia din n hp tc -u (ASEAN) vi t cch l thnh vin sng lp. - Thnh vin chnh thc din n hp tc kinh t chu -Thi Bnh Dng(APEC) t thng 1 nm 1998. - 10/12/2002. K kt hip nh Thng mi Vit Nam-Hoa K. - K kt Hip nh Khu vc Mu dch T do ASEAN (AFTA), Hip nh Khung ASEAN v Dch v (AFAS), Khu vc u t ASEAN (ATA), Hip nh Khung v Hp tc Cng nghip ASEAN (AICO), L trnh Hi nhp Ti chnh v Tin t ASEAN, v.v, - Vit Nam chnh thc tr thnh thnh vin ca t chc thng mi ton cu WTO t ngy 7/11/2006. Cc s kin trn dn n vic Chnh ph ban hnh 1 s cc chnh sch nhm iu chnh hot ng ca cc t chc tn dng, dn n vic c nhng cam kt mi ca Vit Nam trong lnh vc Ngn hng, v iu to nn s thay i rt nhiu trong hot ng kinh doanh ca cc ngn hng thng mi. II. MI TRNG KINH T V M. Ngnh kinh doanh Ngn hng l 1 ngnh kinh doanh dch v chu s chi phi rt mnh ca mi trng kinh t v m. Mi s chuyn bin, thay i nh v tnh hnh kinh t v m s gy nn s bin ng ng k trong lnh vc ny, nht l khi nn kinh

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh t trong nc ang phi i mt vi nhng c hi v thch thc ca xu th hi nhp nn kinh t khu vc v th gii. nh gi mi trng kinh t v m ca Vit Nam trong nn qua: Theo cng b ca Tng cc Thng k, tng trng tng sn phm trong nc (GDP) ca Vit Nam nm 2006 tng 8,17% so vi nm 2005. C cu nn kinh t ang chuyn dch theo hng tng dn t trng cng nghip, xy dng v dch v, gim dn t trng nng, lm, nghip, thu sn. Kim ngch xut khu ca Vit Nam t mc cao k lc, xp x 40 t USD, tng 24% so vi nm 2005 v vt 2 t USD so vi k hoch. u t trc tip nc ngoi (FDI) tng t bin, t trn 10,2 t USD. Hi ngh Nhm t vn cc nh ti tr (CG) cam kt h tr pht trin chnh thc (ODA) gn 4,5 t USD cho Vit Nam trong nm 2007, mc cao nht t trc ti nay. Nh vy vi nh hng kinh t th trng ca nn kinh t ngy cng c ci thin, Vit Nam thu ht mt lng vn u t trc tip nc ngoi k lc trong nm 2006. Lung vn chy vo di do tip tc ci thin cn cn thanh ton v i ngho tip tc gim. Ngoi ra, Vit Nam chnh thc tr thnh thnh vin th 150 ca T chc thng mi th gii (WTO). ng thi, M cng thng qua Quy ch Quan h Thng mi bnh thng vnh vin (PRNT) vi Vit Nam. C th thy trin vng tng trng v ti chnh i ngoi ngn hn kh kh quan. III. CC C IM CHNH TRONG HOT NG KINH DOANH CA H THNG NGN HNG THNG MI VIT NAM Hin nay, Vit Nam c 5 ngn hng thng mi nh nc, 36 ngn hng c phn, 26 chi nhnh ngn hng nc ngoi, 5 Ngn hng lin doanh. Trong cc ngn hng thng mi nh nc ng vai tr chi phi h thng vi th phn huy ng chim 76%, cho vay chim ti 74%. C th im qua cc c im chnh trong hot ng kinh doanh ca h thng ngn hng thng mi Vit Nam trong thi gian qua nh sau 1. Li sut

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh Trong nm 2004, 2005, li sut trn th trng ngn hng lin tc tng mnh. Sang nm 2006, cc t tng li sut vn tip din v cng thng, tp trung li sut huy ng USD. Loi hnh li sut ny khng nm trong gii hn tha thun gia cc ngn hng thng mi nn c c ch m hn li sut VND. Vi li sut VND, mc tng v cc t tng nh nhng, tha tht hn, ch yu t cc ngn hng thng mi c phn. 2. Vn iu l. Theo l trnh hi nhp lnh vc ti chnh ngn hng ngy 1/4/2007, cc ngn hng nc ngoi c m chi nhnh 100% vn nc ngoi v cc ngn hng 100% vn nc ngoi cng c thnh lp ti Vit Nam. Do vy Th tng Chnh ph quy nh bt buc cc ngn hng thng mi phi tng vn t 300 t ng ln 1.000 t ng vo nm 2008. Nu khng t mc ny, ngn hng s chu cc bin php x l, k c thu hi giy php hot ng. Do vy thi gian va qua tnh hnh vn iu l ti cc ngn hng thng mi ang c chiu hng tng mnh. 3. N xu. Nm 2006 l nm cui chun b hi nhp ln, qu trnh hi nhp v c phn ha buc cc ngn hng phi cng khai nhng s liu v vn. Nn cc ngn hng ang rt n lc ci thin tnh hnh ti chnh ca mnh. Nm 2006, n xu ca h thng ngn hng c ci thin, theo nh nhng g c cng b th c tnh, n xu ca cc ngn hng thng mi hin nay khong 3,2%, gim gn mt na so vi nm 2005. Ring khi ngn hng c phn, n xu ch khong 1%, nhiu ngn hng ph bin di mc 1%. 4. Tnh hnh thu ht vn nc ngoi. Nm 2006 ln sng u t t bn ngoi vo ngn hng trong nc l mt vn c ch . Do s u tranh ca cc nh u t nng t l s hu ca nh u t nc ngoi trong ngn hng ni t 30% ln 49%. 1 s ngn hng nh Sacombank, ACB, Techcombank, VPBank ln lt c i tc chin lc nc ngoi. Nhng i tc ny tham gia vo hot ng ca cc ngn hng v h v ang chng minh hiu Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh qu ln ca s tham gia . 5. Li nhun. Nm 2006 nh du thnh cng v li nhun ca cc ngn hng TM. NH ACB vi mc li dn u khi c phn, li khong hn 600 t ng. K n l Sacombank vi li c trn 520 t ng. Mt n tng khc l Eximbank, cng c mc li d kin trn 360 t ng. Li nhun NH Techcombank khong 300 t ng; MB, VIB Bank khong t 200 250 t ng. Cc ngn hng khc cng li t 150 180 t ng. Nguyn nhn l s chuyn bin v cht, a dng ha ngun li nhun. Trong bi cnh li sut tng cao, li nhun ca cc ngn hng khng th tip tc ph thuc vo ngun tn dng, m phi m rng t ph dch v v c bit l t hot ng u t. y l s dch chuyn, a dng ca mt ngn hng hin i v theo s vn ng tt yu ca th trng. 6. Cng ngh thng tin. Tip ni ln sng u t cng ngh din ra mnh m trong nm 2005, nm 2006, cc ngn hng bt u bc vo hon thin c bn v a ra cc dch v ng dng: Cng ngh th, cc dch v Internet Banking, Home Banking, Mobile Banking tr nn ph bin v kh thng dng. Cc ngn hng cng u t mnh vo h thng cng ngh trong nm 2006. Sacombank u t khong 4 triu USD cho vic ng dng h thng Core Banking; VIB Bank cng mt hng triu USD hon thnh d n h thng ngn hng a nng SYMBOL do hng System Access (Singapore) cung cp; MB nghin cu d n ng dng cng ngh T24 v a Internet vo ng dng qun l h thng; EAB u t nghin cu nhng chic my ATM thng minh 7. Ti sn. Tng ti sn ca cc ngn hng thng mi Vit Nam t xp x gn 1.200 nghn t ng, tng 33% so cui nm 2005 v ln u tin vt mc GDP (gn bng 120% GDP). Cht lng ti sn c ci thin ng k, t l n tn ng tnh trn cng mt chun mc k ton gim t khong 5% cui nm 2005 xung cn 3,5% cui Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh nm 2006. Nhn xt a. V nng lc ti chnh: Mc d cc Ngn hng khng ngng tng nhanh vn iu l ca mnh, song vn t c vn cn nh so vi quy m hot ng v so vi cc Ngn hng trong khu vc; t l an ton vn cn thp; n xu mt s Ngn hng cn chim t trng cao trong tng d n v cha c kim ch vng chc; mt s ch tiu ti chnh c bn cha m bo theo quy nh ca NHNN v thng l quc t. b. V t chc v qun l: Hu ht cc Ngn hng cha c chnh sch tng th v cha thc s c hiu qu v qun l ri ro, qun l ti sn n - ti sn c, kim ton ni b; t chc b my c i mi nhng cn thiu ng b v tn ti mt s bt cp so vi yu cu kinh doanh theo c ch th trng. c. V cng ngh: Mc d cc Ngn hng tch cc u t hin i ho cng ngh, song vic pht trin h thng cng ngh vn mang tnh t pht, cha c quy hoch, nh hng v hng dn c th ca cc c quan chc nng, dn n vic pht trin khng ng b gy ri ro tn km v hn ch tin ch i vi khch hng. d. C ch chung: Hot ng ngn hng Vit Nam cha hon ton c lp bi cn ph thuc vo Ngn hng Nh nc ng ng sau. S yu km v th ch ti chnh, thiu nhng phn ng ph hp vi th trng, nht l vic gim st ngun vn ca cc ngn hng thng mi l iu Chnh ph Vit Nam cn ch v kim sot cht ch hn. e. Ngn hng thng mi nh nc tuy ln nhng ang nhng ng cho cc ngn hng c phn Ngnh ngn hng vn do bn ngn hng thng mi nh nc ln chi phi, chim ti 70 - 75% th phn ti sn v d n cho vay, ang chim v th chi phi trong ngnh. Nhng v th ny c c phn ln l nh quan h kinh doanh vi cc doanh nghip nh nc m lc no cng thiu vn. Cc ngn hng c phn hin nay c quy m kinh doanh nh, ang khng ngng tn cng vo khu vc doanh nghip va v nh, v khu vc bn l m cc ngn hng thng mi nh nc cha quan tm Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh ng mc. f. Ngn hng th nhiu m sn phm dch v cung ng th t C qu nhiu ngn hng ang tranh nhau phc v khch hng. Tuy nhin, nhc im chnh ca cc ngn hng c phn l kh nng cung cp sn phm b hn ch: ch c cc khan cho vay thng thng v hu nh khng c g khc hn. Mc d vy, hot ng cho vay to ra cha n 2/3 doanh thu, v d n cho vay ch hn phn na ca tin gi. Doanh thu cn li ch yu t cc hot ng t doanh. IV. THC TRNG QUN TR QUAN H KHCH HNG CA H THNG NHTM TI VIT NAM. Trong hon cnh cnh tranh gay gt nh hin nay, thu ht v gi chn nhng khch hng c gi tr l 1 yu t ht sc quan trng m bo s pht trin n nh v bn vng ca cc ngn hng thng mi. c th thu ht v gi chn khch hng, ngoi vic nng cao cht lng giao dch, mi ngn hng cn c chin lc khch hng hiu qu thu thp nhng thng tin khch hng cn thit, lu tr nhng thng tin 1 cch tp trung v khoa hc, v c th s dng nhng thng tin xy dng 1 bc tranh y v nhu cu hin ti v tng lai ca khch hng. Trn c s ngn hng c th xy dng v trin khai nhng chin dch marketing hiu qu tng cng mi quan h lu di vi nhng khch hng mc tiu. Mt c s d liu v khch hng y v lin tc c cp nht l c s ngn hng nhanh chng pht hin nhng c hi kinh doanh mi, tm kim nhng gii php pht trin sn phm mi hay i mi phng thc phc v nhm cung cp cc dch v c cht lng cao vi mc chi ph hp l. Ngoi ra do c th ca ngnh ngn hng l c 1 h thng khch hng phong ph nn vic qun l khch hng rt kh khn. V nhng nguyn nhn trn, h thng gii php Qun tr quan h khch hng ang c hu ht cc ngn hng Thng mi Vit Nam quan tm v nghin cu tm cch thc trin khai, cc bui hi tho v o to chuyn su ang c cc ngn hng t chc nghin cu tm cch thc hon thin.

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh 1. Xt v mt cng ngh CRM. Hin nay xt v mt cng ngh c ngn hng Techcombank trin khai p dng cng ngh ny v bc u thu c hiu qu tt. Cc ngn hng cn li ang mc s khai ca h thng CRM, tc l di dang CMS (Contact Management System - H thng qun l giao tip). iu ny gii hn hiu qu hot ng qun tr quan h khch hng. Do cc ngn hng mi ch xy dng 1h C s d liu chung cho vic tm hiu thng tin v khch hng, v chia s n gia cc b phn marketing, bn hng v chm sc khch hng khai thc. Ngoi ra do cha p dng cc cng ngh phn mm CRM nn cc ngn hng cha c 1 b phn CRM ring trong t chc. Ngoi ra cc ngn hng hin nay u c trung tm Call Center, tuy nhin rt nhiu ngn hng mi ch di hnh thc n gin ca Call Center l trung tm t vn khch hng qua in thoi. Hin nay, 2 ngn hng c h thng Call Center hin i nht l Ngn hng ACB (Thnh vin ca hip hi SWIFT ( Society for Worldwide Interbank Financial Telecommunication)- Hip hi Vin thng ti chnh Lin Ngn hng ton th gii) vi dch v Reuteus Monitor v Reuteus Dealing System, v ngn hng ng vi Trung tm dch v ngn hng 24/24 2. V chin lc khch hng ca cc ngn hng thng mi. Nhn chung, do i tng khch hng thng xuyn ca cc ngn hng thng mi khc nhau nn mi ngn hng c 1 chin lc khch hng ring cho mnh, nhng c im chung nht v vic phn loi khch hng hin nay ca cc ngn hng Vit Nam ( Ngoi tr Techcombank) l mi ch dng li vic lp ra cc tiu ch phn loi tm ra nhng khch hng c gi tr trong nghip v cho vay, v c im ca hot ng ngn hng l cc giao dch kinh doanh lin quan n tin nn mc ri ro rt cao. Vic phn loi khch hng lin quan n nghip v cho vay s gim thiu ri ro v t l n xu. Sau da vo cc tiu ch phn loi a ra nhng quyt nh v li sut , mc cho vay v cc chnh sch tng tc khc nhau. iu ny lm cho cc h thng v tnh b qua vic phn loi cc nhm khch hng trong cc nghip v khc. Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh 3. nh gi chung v kha cnh ngoi vi hng ti KH ca cc ngn hng. nh gi v kha cnh ngoi vi ca cc ngn hng hng ti khch hng ti cc ngn hng thng mi c phn. C th da vo 1 s yu t sau:

TT

Cc yu t nh gi (1) 1 S a dng trong knh tng tc 2 An ton 3 Nhanh chng 4 Thi gian m ca di 5 tin cy (Chnh xc- nghip v n.vin)

Phn loi h s (2) 0.074 0.121 0.101 0.075 0.092 0.118 0.099 0.105 0.120 0.096 1

im (3) -

Quy i (4) -

6 Gi c cnh tranh 7 N.vin c nghip v- Thi Nvin 8 Sn phm a dng- c bo h 9 Hot ng marketing 10 Mng li chi nhnh thun tin Tng cng

Nguyn tc nh gi. - (2) H s quan trng: H s quan trng c quyt nh bi tm quan trng tng i ca yu t i vi vic nh gi kha cnh ngoi vi hng ti khch hng ca ngn hng. H s ny c iu tra bi ngn hng thng mi c phn Phng Nam - (3) im: Phn loi t 1 n 10 cho mi yu t. S im ny c quyt nh da trn tnh hnh, kh nng hin ti ca cc ngn hng. 0 im th hin yu t , ngn hng yu nht, v ngn hng c 10 im nu yu t ngn hng mnh nht. Quy nh: Cc ngn hng c th c phn lm 4 loi nh sau: Mnh -Kh-Trung Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh bnh-Yu. Vi tiu thc phn chia da vo tng im quy i nh sau: 8 im < Tng im quy i 10 im: Rt mnh. 7 im < Tng im quy i 8 im: Kh. 6,5 im < Tng im quy i 7 im: Trung bnh 0 im < Tng im quy i 3 im: Kh.

Kt qu phn loi: Da vo tiu thc phn loi trn, c th phn chia h thng ngn hng thng mi ca Vit Nam theo kha cnh ngoi v hng ti khch hng nh sau:
Nhm Mnh Kh S lng 0 12 ACB, EAB, TECHCOMBANK, SACOMBANK, VCB, ICB, BIDV, AGB, VIT , EIB,VIB, PNB Trung bnh 12 MSB, MB, Si Gn Cng Thng, Vit Nam thng tn, Nam Vit, Ton Cu, Si Gn-H NI, Si Gn, Phng ng, ng Nam , Nam , Pht trin nh TP H Ch Minh, Yu 18 i , ng Thp Mi, An Bnh, Hi Hng, Kin Long, M Xuyn, Thi Bnh Dng, Bc , Nht, Gia nh, i Dng, Rch Kin, Min Ty, Vit Hoa, Nam , Vng Tu, Chu , Thi Bnh Dng Danh sch ngn hng

Hnh: Biu din mc tng quan ca h thng ngn hng trong kha cnh ngoi vi hng ti khch hng.

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh


20 15 10 5 0 So luong

Manh Kha Trung binh Yeu

Nhn xt Nh vy, c th ni, ngoi vic cc ngn hng thng mi Vit Nam hin nay cn cha hon thin v mt cng ngh CRM, chin lc khch hng th mi ch tp trung phn loi nhng khch hng trong nghip v vay vn, ch cha c c s d liu v cc tiu ch liu xc nh c th v vic phn loi cc nhm i tng khch hng trong cc lnh vc nghip v khc, do vy cha trin khai 1 cch khoa hc nhng cch thc tng tc 1 cch hiu qu vi cc nhm i tng khch hng mc tiu. Th cc ngn hng thng mi Vit Nam hin nay cha thc s lm tho mn khch hng trong lhh vc ngoi vi hng ti khch hng. iu ny th hin ch trong s 43 ngn hng thng mi th c ti 18 ngn hng c nh gi l yu trong kha cnh ny, tp trung 12 ngn hng ca Vit Nam hin nay l mc trung bnh . Cn li ch c khong 12 ngn hng thng mi c phn c nh gi l kh trong kha cnh ngoi vi hng ti khch hng.

PHN III HON THIN H THNG QUN TR QUAN H KHCH HNG TI H THNG NGN HNG VIT NAM.
I. PHN TCH S PH HP CA H THNG NGN HNG TM VIT NAM VI TIN TRNH HON THIN H THNG CRM NH XUT. 1. Tnh kh thi i vi vic trin khai theo tin trnh ngh.

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh i vi lnh vc ngn hng Vit Nam hin nay, dch v hp l v nhanh chng l iu kin cn thit u tin ca mt h thng CRM c cht lng. Ngoi ra, 1 trong nhng yu t quan trng nht c th xy dng 1 h thng CRM thnh cng l vn ho khch hng ca cc ngn hng thng mi. Tuy nhin Vn ho khch hng vn cha tr thnh mt khi nim chnh xc v chc chn v ng nht trong cc b phn, cc chi nhnh ca cc ngn hng. C th do nhng l do v mt a l, yu t vn ho ca a l v s pht trin v mt kinh t V th, c mt s khc bit r rt trong cht lng dch v v thi c x vi khch hng cc thnh ph ln, trung tm vn ho chnh tr v cc vng kinh t km pht trin trong cng 1 ngn hng. Hn na, quan nim v vn ho hng ti khch hng l vn ho ca cc b phn giao dch, marketing, kinh doanhvn n su vo quan im ca cc ngn hng. V khi nim Khch hng vn l mt mng ln hn l mt c nhn khc bit vi nhng c im c nhn ca ring h. Do vy cc ngn hng cn xc nh vai tr quan trng ca vic trin khai vn ho khch hng, m cng vic u tin phi lm l xy dng chin lc khch hng. M iu ny th cc ngn hng thng mi Vit Nam vi kh nng ca mnh, hon ton c th p ng c. Do cc ngn hng thng mi c phn Vit Nam, phn ln cha xc nh gi tr theo thi gian ca cc khch hng(CLV) nn cha a ra nhng chin lc nhm cc i ho gi tr CLV gia cc ngn hng v khch hng thng qua qu trnh tng tc. Do vy cc ngn hng cha a ra nhng chin lc tng tc hiu qu. i vi s thc thi 1 chin lc CRM, i hi 3 yu t: nh hng trong vic qun l khch hng (Customer-Management Orientation), S hp nht v phi hp ca cc tin trnh trong ngn hng (Integration and alignment of organizational processes), S nm bt thng tin v s ph hp v mt cng ngh (Information capture and alignment of technology). Trong iu kin pht trin v khoa hc cng ngh nh hin nay, vic nm bt thng tin v khch hng, nhng cng ngh tng tc vi khch hng khng cn l 1 iu qu kh khn i vi cc ngn hng Vit Nam, iu quan trng nht l cc ngn hng cn xc nh r nh hng ca mnh trong vic qun l khch

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh hng, nhng cch thc no m ngn hng duy tr v thu ht khch hng c gi tr. iu cui cng i hi cc ngn hng thng mi phi lu tm l c th phi thay i li c cu t chc nu tin hnh trin khai cng ngh CRM v nhng i hi ca cng ngh ny. Cc cng vic ca nhng b phn lin quan nh marketing, giao dch, v chm sc khch hng. Lm cho cc ngn hng c th phi o to li k nng ca cc nhn vin hay tuyn dng thm nhn vin cho s thay i ny. V quy trnh qun tr quan h khch hng, i vi cc ngn hng thng mi, do c im ca khch hng y phn chia lm 3 loi: Lnh vc huy ng vn, lnh vc cho vay, lnh vc s dng cc sn phm dch v khc. Nn cc tiu thc phn loi khch hng s khc vi cc loi hnh kinh doanh khc rt nhiu. c bit l i vi lnh vc cho vay th ngoi vic phn tch nhng ch tiu nh l LCV th phi tch hp c nhng ch tiu v mc an ton- ri ro trong giao dch, cc giao dch trong lnh vc khc a ra mc nh gi hp l v li ch m cc nhm khch hng c th mang li. V mt phn mm CRM, hin nay trn th trng c rt nhiu phn mm Qun tr quan h khch hng cho lnh vc ngn hng vi cc mc gi khc nhau. Cc ngn hng Vit Nam c th tu vo iu kin ti chnh v yu cu i vi h thng la chn ra phn mm ph hp cho mnh. Di y l bng nh gi chung v s ph hp trong vic trin khai h thng CRM ti cc ngn hng thng mi Vit nam
Yu t hon thin Mc hin ti Mc p ng L gii Cc ngn hng Vit Nam mi ch quen Chin lc KH Trung bnh Tng i vic xy dng cc chin lc ngn hn ch cha quen xy dng chin lc di hn v trung hn Vn ho KH Trung bnh Tng i S khng ng u ca nng lc cc chi nhnh, s pht trin kinh t theo a

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh


l dn n i hi KH khc nhau Cc phng tin tng tc hin nay ca Tng tc vi KH Trung bnh Tt cc ngn hng a dng v cc ngn hng c ngun lc pht huy hiu qu cc knh ny Vic thay i c cu t chc ph hp C cu t chc Trung bnh Kh vi h thng CRM khng phi l yu cu kh Hin nay trn th trng c rt nhiu nh cung cp, vi nhng u im khc Cng ngh CRM Yu Kh nhau, vic s dng 1 cng ngh CRM khng phi l yu cu kh i vi cc ngn hng

Kt lun: Nh vy theo nh gi nh trn, cc ngn hng thng mi Vit nam hon hon c th trin khai, hon thin h thng CRM. y l 1 cch thc gip h thng ngn hng nng cao nng lc cnh tranh trong bi cnh cnh tranh hin nay. 2. c im ca cc ngn hng nh hng th no n vic hon thin h thng CRM. C th ni, mi ngn hng thng mi c nhng c im khc nhau, im mnh im yu khc nhau v kha cnh ngoi vi hng ti khch hng, nn vic a ra 1 cch thc chung nht v vic hon thin h thng CRM cho 1 ngn hng l khng th c. Do vy, i vi vic trin khai h thng ny, c th phn loi mi ngn hng thnh cc nhm a l khc nhau vi hot ng ca cc chi nhnh khc nhau. Vi tng khu vc a l, do c cc c im khc nhau v li th m a ra cc chin lc khch hng khc nhau. - Tng vi th, tao uy tin cua ngn hang trn thi trng( Tp trung vo m rng th trng v gia tng kha cnh ngoi vi) -Increase position, creat banks prestige on the market (I).

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh - am bao kha cnh ngoi vi- Secue fiability for bank (II). - M rng thi phn cho ngn hang-Share market extension for bank (III). - Nng cao li nhun cho ngn hang- Profit enhancement for bank (IV). Bng biu din phng thc la chn chin lc KH theo khu vc a l.

Bng: Phn tch mc nh hng ca chin lc KH ti tin trnh hon thin CRM
Mc tiu I Mc tiu II Mc tiu III Mc tiu IV

Tim hiu nhu cu KH l trung tm Tm kim KH mi Thc hin tt cac cua khach hang mi hot ng ca v duy tr KH c, muc tiu khac la Chin lc KH ap ng mt cach ngn hng tt nht, ng thi khng ngng m rng th phn p ng nhu cu Tm hiu c nhu Kt ni Mc tiu h thng CRM khch hng. Chp cu tng vi th Tp trung vo thu m rng h thng at c muc phn phi v sn tiu li nhun phm

khch trng, mi quan ht v duy tr i bn ngoi c gi tr

nhn chi ph cao, hng c th h vi th trng tng khch hng kt hp vi mass phc v tt nht marketing

S h tr ca ban lnh o Tin trnh

u t mnh v u t mnh v u t mnh v u t mnh v con ngi v cng con ngi v cng con ngi v cng con ngi v cng ngh y mnh ngh ngh ngh

qu Vic duy tr khch Tin trnh to mi Gi tr Kh quyt

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh


trnh tng tc vi hng c gi tr l quan h hng n nh mc u t nhiu nhm khch kt qu tt nht nhiu i tng CRM hng ca qu trnh xy dng v duy tr cc mi quan h La chn da trn La chn da trn La chn da trn La chn da trn i tc CRM chi ph v cc cng chi ph v cc cng chi ph v cc cng chi ph v cc cng dng mang li ph dng mang li ph dng mang li ph dng mang li ph hp vi yu cu hp vi yu cu hp vi yu cu hp vi yu cu vo mi quan h

3. Tin trnh hon thin h thng CRM ti cc ngn hng TM Vit Nam Chng ta c th hnh dung quy trnh hon thin h thng Qun tr quan h khch hng hin nay ca cc ngn hng thng mi ti mi khu vc a l nh sau: u tin, da vo cc hon cnh mi trng nh l c im ca khch hng, tnh hnh cnh tranh trn th trng, s lng khch hng v nng lc v kha cnh ngoi vi hng ti khch hng m xc nh nhng chin lc khch hng cho ph hp. T chin lc khch hng vch ra, c th ho thnh cc mc tiu CRM nh: cn phi hiu r nhng nhu cu g ca khch hng? s thun tin trong qu trnh lin lc 2 chiu ca ngn hng v khch hng m cc ngn hng mun hng ti nh th no? i vi lnh vc ngn hng th vic o lng gi tr ca khch hng s gm cc yu t g v yu cu ca h thng CRM v mc tho mn ca khch hng nh th no? Tt nhin, thc hin c nhng mc tiu nh vy cn c nhng thay i trong t chc, nh nhng thay i v cng ngh, v c cu t chc, v k nng ca nhn vin, cng tc o to v tuyn dng. Nn iu ny i hi s h tr t ban lnh o ngn hng l rt ln. Sau mi n bc phn tch cc quy trnh cng vic ca CRM, tch hp vo vi c im ca loi hnh kinh doanh ngn hng v nng lc ca ngn hng m a ra cc chgn trnh thc t ph hp. Bc cui cng l nh gi vic la chn i tc cung cp cng ngh CRM. C th nh gi thng qua cc tiu ch nh yu cu v chc nng cng ngh, chi ph cho vic s hu m hnh, kh nng ca ngn hng trong vic s hu m hnh v cc chc nng v cng ngh m i tc cung cp Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh

Tuy nhin c th ni: n cha ng sau ca h thng tin trnh trin khai h thng CRM chung cho h thng ngn hng Vit Nam, d phc v cho bt c mc tiu no cng u tun theo nguyn tc One to one marketing ( mi khch hng c phc v theo 1 cch khc nhau) nhm xc nh v o lng gi tr khch hng qua phc v khch hng tt nht. II. XY DNG H THNG CRM THEO TRIT L MARKETING 1:1 CHO CC NGN HNG. phn ny, vic xy dng h thng CRM cho cc ngn hng c th tin hnh theo trit l marketing 1:1. One-to-one marketing l chin lc ca qun tr quan h khch hng tng tc trc tip vi khch hng theo nguyn tc mi khch hng c phc v theo 1 cch khc nhau. Khi nim one-to-one marketing c a vo cch tip cn ca CRM c pht trin bi Don Peppers and Martha Rogers trong sch c pht hnh nm 1994 ca h, The One to One Future18.

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh Cc bc ca One-to-one marketing: Trit l ny gm c 4 bc c bn v c vit tt l IDIC19. c 1 ci nhn tng quan v one to one marketing, chng ta c th xem xt bng sau. Nhn din khch hng (IDENTIFY) thng qua tt c cc thng tin ca qu trnh tip xc. Phn bit khch hng (DIFFERENTIATE) thng qua nhu cu c nhn ca h v gi tr m h mang li cho ngn hng. Tng tc vi khch hng (INTERACT) bng phng thc i thoi 2 chiu. Phc v theo nhu cu ring ca khch hng (CUSTOMIZE) da trn nhng sn phm v dch v m ngn hng cung cp.

1. Nhn din khch hng (Identification) nhn din c cc khch hng ca mnh, h thng phn mm ngoi vic cn thu thp c nhng thng tin c bn sau v pha khch hng. C 3 loi c s d liu cn lp20. a. D liu khch hng -Customer Database
Khch hng c nhn Thng tin nhn khu hc (Demographic). Psychographic. Khch hng t chc Thng tin m t: Tn khch hng, a ch, in thoi/Fax, Email/Website... Thng tin giao dch: doanh thu, LCV Thng tin phn hi t nhng tc ng Marketing: D liu v hnh vi (Behavioral Data). kh khn ca khch hng, yu cu ca khch hng, mong mun ca khch hng. Thng tin c bn v kh nng ti chnh Thng tin ngi i din: H tn, chc v, ngy

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh


sinh, a ch, in thoi Loi dch v s dng, ti khon v tng tc. Thng tin phn hi t pha khch hng. Loi dch v s dng, ti khon v tng tc. nh gi ri ro ( Nu l giao dch cho vay vnLy thng tin t b phn qun l tn dng

c th thu thp nhng thng tin nh vy th i vi lnh vc ngn hng, l 1 iu hon ton d dng, v c th tn dng nhng thng tin giao dch trong qu kh m ngn hng thu thp c, ngoi ra do ngn hng thng xuyn t chc cc cuc tip xc trc tip vi khch hng, t chc cc hi ngh khch hng nhm thu thp cc kin khch hng, thm d khch hng qua phiu thm d. Ngn hng nn b sung thm bng cc hot ng nh gi th, Email, Fax, in thoi, Internet...nhm thu thp thm nhiu thng tin v khch hng. Tng cng cng tc thu thp thng tin khch hng trong ton b cc phng ban, khuyn khch nhn vin trong cc khu tip xc vi khch hng nhm thu thp thng tin khi cung ng dch v cho khch hng.

b. D liu v trin vng khch hng- Prospect Data Base. y l nhng d liu khng phi v khch hng m n tng t nh mi trng tn ti ca khch hng, trin vng tng mt ca t chc v v tr ca sn phm ca cc t chc khc trong trin vng c trng ring ca ngnh. C th thu thp d liu ny thng qua cc phng tin thng tin i chng, bo co ti chnh, nh gi ca cc chuyn gia. c. D liu cm- Clusters database. y l d liu lin quan n nhm a l, cc mi quan h v vn ho, phong cch sng. Da vo loi d liu ny m t chc c th a cc phng thc marketing trn thng hiu qu hn. C 3 loi d liu ny cn c thng xuyn tng hp v b sung 21.

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh Hnh: Minh ho v d liu thu thp thng tin cho khch hng ca ngnh ngn hng Vit Nam.

2. Phn bit khch hng (Differentiation) Cc phn loi khch hng thng xuyn da trn: nhn khu hc (tui, ngh nghip, tnh trng hn nhn...), phong cch sng khng cn ph hp v khng c tnh kh thi khi trin khai CRM i vi ngnh ngn hng. Chin lc phn loi hiu qu nht cn c da trn gi tr kinh doanh lu di (LCV) v vic phn loi khch hng da trn yu t ri ro trong giao dch cho vay. Gi tr kinh doanh s cho ta cu tr li khch hng no mang li nhiu li nhun nht, li nhun trung bnh v li nhun t nht hin ti v tng lai cng nh s an ton v ri ro m khch hng c th mang li. Gi tr kinh doanh ca khch hng: Do i tng khch hng ca ngn hng gm 3 nhm l nhm huy ng vn, nhm cho vay v nhm s dng cc sn phm v dch v khc, nn vic tnh ton li

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh ch ca khch hng mang li khc vi cc ngnh kinh doanh khc. M hnh tnh ton li ch m khch hng mang li cho ngn hng da trn vic giao dch trong qu kh v hin ti i vi mi nhm dch v da trn theo cng thc22.

t: Thi k tnh ton hin ti. T: Tng thi k tnh ton trong c s d liu. J: S lng sn phm, dch v giao dch. K: S lng ca cng c marketing s dng i vi khch hng mc tiu. Pj: Gi c ca sn phm th j giao dch. Cj: Chi ph cho sn phm th j giao dch. MCk: Chi ph ca cng c marketing trc tip ln k giao dch. Chng ta c th s dng cc tnh li nhun theo nghip v m khch hng mang li cho ngn hng nh trn tnh LCV bng cch thm vo cc d on cho thng s ch yu v khon chit khu ngc li. iu ny yu cu cc thng tin v vic giao dch trong tng lai, sn phm v chi ph marketing. Cng ging nh vic cc d on v vic lm th no gi khch hng li vi ngn hng. Hin nay, i vi vic d on cho cc thng s ny, v 2 phng php ch yu l phng php nh lng v nh tnh. Phng php nh tnh gm: Ly kin ca nh qun tr. Ly kin ca nhn vin. Ly kin khch hng. Phng php nh lng gm:

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh


D on theo dy s thi gian -PP bnh qun di ng khng trng s. -PPbnh qun di ng c trng s. -PP san bng s m. -PP san bng s m c iu chnh xu hng. D bo theo ng khuynh hng -PP ng thng thng k -PP ng thng thng thng. -PP d bo khuynh hng c bin ng thi v -PP ng Parabol thng k.

T s phn tch d liu, s hnh thnh nhiu nhm d liu khch hng khau nhau, qua chi nhnh s la chn cc d liu khch hng c gi tr cao, ngha l ch s li nhun khch hng ln. V nh vy, y s l nhm khch hng mang li ch s li nhun cao trong tng lai chi nhnh c th tp trung vo phc v theo cc chnh sch ring bit. Hnh: M t phng php d bo theo ng Parabol thng k

Mc an ton trong giao dch vi KH thuc nghip v cho vay vn: i vi dch v ngn hng th y l yu t quan trng nht nh gi li ch m khch hng mang li cho ngn hng i vi loi giao dch ny, v mi ngn hng thng c 1 b phn ring nh gi mc an ton v ri ro trong cc giao dch, Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh vi tn gi l Phng Qun l tn dng. Cc phng ny cn c s hu 1 phn h trong h thng cng ngh CRM thng xuyn cp nht mc an ton trong giao dch ca cc i tng khch hng vo h thng 3. Tng tc vi khch hng. Vic tng tc vi khch hng nhm tm hiu nhu cu ca h c th phc v theo cc cch thc ring bit, do c im ca khch hng l nhu cu thng xuyn thay i nn i hi cng tc tng tc phi din ra 1 cch thng xuyn. y cng chnh l nguyn tc bo m dng thng tin 2 chiu trong trit l one-to-one marketing. l vic to 1 knh thng tin gia khch hng v ngn hng. c bit, i vi cc khch hng mc tiu, vic thng xuyn phi chuyn cc thng tin nh v sn phm mi, li sut u i ca ngn hng, hay ban lnh o t chc cc bui gp ring. thng bo l ht sc cn thit. Vic tng tc vi khch hng ng vai tr quan trng trong chin lc quan h ng ca h thng CRM trong ngn hng. Chu trnh ca chin lc ny bao gm: xc nh, phn loi, lp mc tiu v tng tc vi khch hng trong mt chui cc c s thng tin lin tc nhm to ra nhng mi quan h su hn v tt hn vi khch hng. Chin lc kinh doanh ny cn phi tha mn cc yu cu "ng": ng khch hng, ng sn phm, ng lc, ng gi, ng knh phn phi, ng thng ip v ng chi ph. *Cc hnh thc tng tc C nhiu hnh thc tng tc khc nhau: Da vo c im khch hng, iu kin ca mi trng, cc yu t v sn phm ti cc ngn hng, chng ta cn lp ra cc tiu thc nh gi ph hp xc nh nhng phng tin no c hiu qu nht i vi cc ngn hng Vit Nam hin nay s dng chng c hiu qu. Bang: Bng nh gi cc ch tiu phng tin truyn thng
Tng tc Chi ph im Trc tip 4 in thoi 1 Th, fax 2 Internet 4 Phiu thu thp 1

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh


H s Mc tip xc Gy n tng Kh nng la chn Mc hng ng nh gi chung im H s im H s im H s im H s Tng TB 2 2 2 3 3 3 3 2 4 38 2,71 2 4 2 4 3 2 3 3 4 40 2,86 2 3 2 4 3 3 3 3 4 43 3,07 2 1 2 2 3 3 3 1 4 29 2,07 2 2 2 2 3 2 3 1 4 22 1,57

Nh vy, mi hnh thc tng tc u c u v nhc im khc nhau, v i vi cc khch hng mc tiu, c th s dng phi hp cc hnh thc c im s trung bnh cao nh tng tc qua th, fax, qua in thoi hay l tng tc trc tip. Cc hnh thc c s im thp hn c th s dng thu thp nhng d liu ca cc khch hng khng nm trong s khch hng mc tiu.. 4. Phc v theo nhu cu ca khch hng. Mc ch chnh ca vic phc v theo nhu cu ca khch hang theo trit l 1:1 l mi khch hng s c phc v theo 1 cch thc khc nhau. V iu ny th ph thuc vo nhu cu ca khch hang c tm hiu, phn tch nh trn, v cc chng trnh m h thng CRM thit k phc v khch hng. Hnh: M hnh m t vic tng hp cc thng tin nhm xc nh nhu cu ca khch hng thng qua vic tm hiu v phn tch thng tin t khch hng.

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh

III. Gii php vic nh gi cc phn mm CRM cho cc ngn hng thng mi 1. Cc tiu thc nh gi chng trnh CRM ph hp. Hin nay trn th trng c rt nhiu phn mm CRM, tuy nhin mi phn mm li cung cp cho ngn hng nhng chc nng khc nhau v khng c s ng nht, Do vy cn gi xem phn mm no c chc nng g, cc chc nng c ph hp vi c im hot ng ngn hng ca mnh hay khng. Do thi gian v nng lc hn ch, em khng th a ra nhng nh gi v cc h thng phn mm CRM hin c trn th trng m ch a ra nhng tiu thc v chc nng la chn 1 phn mm ph hp, v em cng ly phn mm ca CRM Microsoft nh gi minh ho.
Tn tiu thc CRM Microsof

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh


Mi trng Lu tr d liu Chi ph C s tr thc Gii quyt xung t thi gian cho cc hot ng Th t gii quyt cng vic Khun mu cho quy trnh lm vic S lng thng tin t nh ngha Nghin cu i th cnh tranh Dch v ca ngn hng Qun l kho n hng Ho n Thng tin c bn ca ngn hng kin v th hiu ca KH v dch v NH Phn on th trng La chn th trng mc tiu nh v dch v ngn hng trn th trng Qun l n v tnh cho cc sn phm Bng bo gi Nhp khu DL Tng thch vi Microsoft Outlook Qun l gi c sn phm theo tng n v tnh Qun l thng tin ph dch v cho KH mc tiu Qun l thng tin chit khu theo s lng dch v Qun l thng tin khuyn mi cho cc t khuyn mi Qun l thng tin cho cc chng trnh qung co Qun l thng tin hoa hng cho nhn vin-mi gii Qun l thng tin chi nhnh D bo mc nhu cu Xc nh th phn ang chim Lp k hoch tip th Web Phn tn v tp trung Khng qun l Lu trong CSDL Th cng Hng i theo quy tc FIFO Khng c 10 C C qun l Khng Khch hng t hng cho ngn hng Ngn hng vit ho n cho vic cung cp dch v Khng C 1 tiu ch Khng Khng C C C C C Khng C Khng Khng Khng Khng Khng Khng Khng

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh


Xy dng ngn sch d kin cho k hoch Phn cng hot ng cho nhn vin Kim tra cc hot ng tip th Thng tin nhn vin v nhm lm vic Qun l tin trnh giao dch H thng bo biu, bo co thng k nh gi mc ph hp vi yu cu ca h thng Khng C nhng cha kim tra xung t v thi gian Cha C C C Cc ngn hng s t nh gi tu nhu cu ca mnh

KT LUN
Do mc ch ca ti nhm a ra nhng gii php nhm hon thin h thng CRM cho cc ngn hng thng mi Vit Nam nn khng th a ra cc gii php c th v a ra nhng phn tch c th cho mi ngn hng v vic nh gi phn mm, m hnh t chc hot ng CRM, cc vn v nhn lc v ti chnh cng nh cc chnh sch marketing nh hng khch hng. Hin nay CRM cn ang l 1 vn cn kh mi m v nhiu cch tip cn. Tuy nhin vi n lc ca bn thn v s ch bo tn tnh ca Thc s Trng Hng Trnh, ti a ra c 1 cch tip cn c th trin khai vic hon thin h thng CRM cho cc ngn hng thng mi. V rt mong ti ny s nhn c s ng gp kin ca cc thy c gio nhm ti c hon thin hn. Xin chn thnh cm n Nng 04/2007 Phan S ng

Sinh vin thc hin: Phan S ng

n Nghin cu khoa hc GVHD: Th.S Trng Hng Trnh TI LIU THAM KHO

Sinh vin thc hin: Phan S ng

Hoc vin ngn hang: Marketing dich vu tai chinh (Nhiu tac gia), NXB Thng K, Ha Ni, 11/1999 2 Hoc vin ngn hang: Marketing dich vu tai chinh (Nhiu tac gia), NXB Thng K, Ha Ni, 11/1999 3 Customer Relationship Management: Qun tr quan h khch hng 4 Want to Maximize Your CRM Performance? Measure It! James BrewtonFounder CRMetrix 5 www.quantri.com.vn 6 www.crmvietnam.com 7 Customer Relationship Management A Databased Approach. V. Kumar Werner J. Reinartz 8 Quantrimang.com.vn 9 An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon. Alex R. Zablah*, Danny N. Bellenger, Wesley J. Johnston 10 Customer Relationship Management A Databased Approach. V. Kumar Werner J. Reinartz 11 Theo Nick Hewson, 1 tc gi ca Guidelines for successful CRM implementation 12 A relationship-management assessment tool: Questioning, identifying, and prioritizing critical aspects of customer relationships Adam Lindgreen a,*, Roger Palmer b, Joelle Vanhamme c, Joost Wouters d 13 Hi ngh khoa hc ln th 6.Lnh vc cng ngh thng tin. Hc vin cng ngh bu chnh vin thng 14 www.crmvietnam.com 15 www.crpvn.com Web side: Gii php cng ngh doanh nghip Vit Nam. 16 Web side IT-soft ERP http://www.bscsoft.com.vn 17 http://groups.haas.berkeley.edu/fcsuit/PDF-papers/CRM%20paper.pdf. 18 CRM Definitions - One-to-one marketing www.search.CRM.com 19 One-To-One With Don Peppers by: Christian Sarkar http://www.onewwworld.com/peppers.html 20 Customer Relationship Management A Databased Approach Chapter 7-V. Kumar Werner J. Reinartz 21 Customer Relationship Management A Databased Approach Chapter 7-V. Kumar Werner J. Reinartz 22 CRM . A Framework, Research Direction, and the Future. Russell S. Winer
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