Li khuyn chm sc khch hng cho doanh nghip

Ai cng bit, duy tr khch hng trung thnh l vn sng cn ca mi doanh nghip (DN). Nhng DN bn l v ang loay hoay i tm cu tr li cho cu hi: Lm th no gi chn khch hng, h s dng sn phm hay dch v ca mnh lu di? Cu tr li tht n gin: DN hy cung cp dch v chm sc khch hng vt qu s mong i ca h. Bn cnh nng cao cht lng sn phm, dch v, cc DN hin nay bt u ch trng n cc cng c b tr xy dng v cng c mi quan h mt thit hn vi khch hng. Khch hng trung thnh mang li rt nhiu li ch cho

DN. Th nht, DN gi chn khch hng trung thnh s tn t chi ph hn so vi li ko khch hng mi. Th hai, khch hng trung thnh ngoi s dng sn phm c thng xuyn, cn d b thuyt phc hn trong vic s dng thm mt sn phm mi ca DN. V cui cng, khch hng trung thnh s qung b sn phm ca DN vi bn b v ngi thn ca h. Xy dng lng trung thnh ca khch hng l cng vic phc tp v lu di. Duy tr s trung thnh ca khch hng phi thng qua vic p ng c s mong i v tha mn ti a nhu cu ca h. Nhn chung, th trng Vit Nam c su gii php c DN p dng chm sc khch hng: 1 Pht hnh th giy ng du, k tn, bm l, dn tem khi s dng, hoc tng khch hng phiu gim gi s dng cho ln sau. Hnh thc ny chi ph thp, d thc hin, d bt chc, nhng khng mang li li th cnh tranh, khng thu thp c thng tin ca khch hng. 2 Pht hnh phiu gim gi rng ri thng qua cc i tc truyn thng. Phng php ny cng c kh nng thu ht c khch hng mi, nhng li khng thc s gip gi chn nhng khch hng hin hu. Nu thc hin khng

kho cn c th nh hng n hnh nh thng hiu v cng khng thu thp c thng tin ca khch hng. 3 u i cho ch th ca n v khc. Phng php ny cn ty vo hnh thc u i, cng c kh nng thu ht c khch hng mi, nhng khng thc s gip gi chn nhng khch hng hin hu v cng khng thu thp c thng tin ca khch hng. 4 Tng th nha VIP (th trn hoc th t). Phng php ny c kh nng to du n ring vi khch hng, xy dng c hnh nh thng hiu, nhng chi ph u t v pht hnh th qu cao, vn hnh h thng phc tp v kh to ra u i hp l v mt chi ph m vn c gi tr cao i vi khch hng. 5 Bn th thnh vin vi nhng quyn li min ph, gim gi... Li ch ca DN l thu tin trc nn to s rng buc v gn b ca khch hng v xy dng c thng hiu cao cp. Tuy nhin, phng php ny ch thc s ph hp vi nhng thng hiu ln trong lnh vc vui chi, gii tr... 6

Lin minh khch hng thn thit. Nm phng php trn c nhc im ln nht l ph thuc qu nhiu vo th hoc phiu v thiu s lin kt vi nhng i tc khc. i vi ngi tiu dng th tht phin phc bi nu mun c hng u i th h phi mang theo qu nhiu loi th. khc phc nhc im ny, DN bn l thng tm n mt hnh thc mi, l lin minh khch hng thn thit. - Lin minh cho gia cc i tc: Cc i tc trc tip lin kt to ra li ch cho h thng khch hng chung, c thc hin di hnh thc cc chng trnh u i (privilege club). V d: Khi tr thnh ch s hu th thanh ton quc t HSBC, khch hng s c nhn nhng u i ca cc i tc, nh: gim gi trn ha n, tng qu (hin vt hoc hin kim) khi mua hng ca i tc... Tuy nhin, nhc im ca phng php ny l thiu kh nng thu thp d liu v khch hng cng nh v hnh vi mua sm ca h. - Lin minh khch hng thn thit tch hp qua mt h thng duy nht. y l h thng lin minh nhiu khch hng thn thit, c kh nng tha mn ti a nhu cu ca khch hng. C ngha l, cc i tc lin minh vi nhau tch hp vo mt h thng duy nht. S im ca khch hng tch ly c qua mi ln s dng dch v s nh mt ng tin chung cho cc bn v c kh nng thanh ton, mua hng v dch v tt c cc i tc trong lin minh.

Hnh thc ny ang c Cng ty Gii Tr Nt (www.tichluydiem.com) trin khai vi h thng lin minh khch hng thn thit thng qua in thoi di ng. Nhiu DN bn l tham gia h thng ny, gm: in my Thin Ha, chui bnh ngt Brodard, chui caf Soho, Trung tm Cleverlearn...