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Ct gim nhn vin m khng lm hng dch v khch hng


Nhn vin tn tm v c ng lc phc v khch hng tt hn; khch hng hi lng vi cc sn phm hoc dch v ca cng ty sn lng th hin s hi lng ca h, khin cc nhn vin ca bn cm thy yu cng vic ca mnh hn. l mt vng tun hon ca s hi lng.

Nhng vng tun hon c th b ph v bi vic ct gim chi ph do suy thoi. Khi c t nhn vin hn cng lm mt khi lng cng vic v cc nhn vin ny lo lng khng yn v khng c ng lc khi thy Cat giam nhan vien cc ng nghip b sa thi, cht lng dch v c th ma khong.. b nh hng, khin cho khch hng ri b bn quay sang i th cnh tranh. Trong bi cnh suy thoi, bn cn tm cch ct gim chi ph m khng lm xi mn cht lng dch v hay tinh thn ca i ng nhn vin. thu hp hot ng v vn phc v tt nhn vin v khch hng, trnh s phn tch sai lm gia hai nhm ny. Bn vn c th h tr c nhn vin v khch hng ngay c khi bn khng th dnh nhiu ngun lc cho hai i tng nh bn mun. Suy ngh mt cch chin lc v c hai nhm v i x vi h mt cch knh cn s m bo vng tun hon ca s hi lng s lin kt thit yu gia cc nhn vin gn b lu di v nhng khch hng hi lng s khng b ph v. V n s em n cho cng ty ca bn nhng thnh cng ln hn khi nn kinh t i chiu. Nu bn buc phi sa thi nhn vin, hy lm iu vi t duy lun hng

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n s hi lng ca khch hng. u tin, mt s tht khc nghit: Lng trung thnh khng ng ngha vi vic quan tm n mt nhn vin khng to ra gi tr, Frederick Reichheld, lm ti Bain & Company (Boston) v l tc gi ca cun Cu hi cui cng: Theo ui li nhun v tng trng thc s (The Ultimate Question: Driving Good Profits and True Growth) xut bn nm 2006). ch l ngha v ca bc cha m, i vi kinh doanh lm nh vy ch dn n thm ha. Lng trung thnh c ngha l t phc li ca khch hng v ca nhn vin ln trn nhng li ch ngn hn. Tha nhn s thc ny c th gip bn xc nh c nhng khu vc d dng ct gim nhn vin trong suy thoi, mc d Reichheld khng nh rng bn nn lm iu trong c nhng thi k thnh vng v kh khn. Nhng kch bn phc tp hn l khi bn b buc phi suy ngh k lng v vic phi sa thi cc nhn vin lm vic hiu qu. Khng phi l khng trung thnh vi nhn vin khi h ra i trong giai on kh khn, nhng cc chuyn gia gi lm nh vy ch sau khi nhng cch thc khc c khm ph hon ton v ch sau khi bn ni chuyn r rng v iu ang xy ra. Nhng ngi chn la con ng i d, ngay lp tc s tip cn vi vic ct gim nhn cng m khng nh gi cc c hi lm iu g theo nhng cch khc hn th s phi i mt vi nhiu vn , James L. Heskett, gio s danh d Trng Kinh doanh Harvard ni. Chui li nhun dch v (The Service Profit Chain), cun sch ng cng vit vi W.Earl Sasser Jr. v Leonard A. Schelsinger nm 1997, m t vng thng tin phn hi tch cc l kt qu ca vic cc cng ty va c c nhng khch hng hi lng v cc nhn vin tn ty. Do , khng nghi ng g, Heskett ni rng s l mt sai lm ln khi sa thi cc nhn vin m khng c s cn nhc k lng v nh hng ca n n cht lng dch v.

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Cc cng ty thng minh nht hin nay, thm ch khi h trong giai on kh khn, ch lun chuyn cc nhn vin, khin cc nhn vin cng m nhn cc cng vic, lm vic t gi hn do cng ty c th duy tr cng vic, ng ni. Mc d cc cng vic c th khc i v c th nu tnh gp li ch bng s lng gi lm nh trc hoc ch bng mc bi thng nhn vin c hng trc y trong thi k thnh vng, t nht nhng ngi ny cng vn ang lm vic. iu to ra lng tin gia nhn vin v ban qun l, v iu s nh hng ti cch cc nhn vin lm vic vi cc khch hng. Thi k kh khn l thi gian tuyt vi nhn mnh vi mi ngi trong t chc rng h lm vic phc v khch hng rng cng ty cng s khng b ri khch khng ca h. Mi ngi tin hnh sa thi, theo li Patricia Seybold, CEO ca Tp on Patricia Seybold Boston v l tc gi ca cun i mi bn ngoi: Lm cch no khch hng ca bn c th cng thit k tng lai ca cng ty bn (Outside Innovation: How Your Customers Will Co-Design Your Companys Future) xut bn nm 2006. Nhng cc cng ty tt nht s tp trung vo vic duy tr s hi lng ca khch hng. H tin rng duy tr s hi lng ca khch hng phi v tr u tin v trung tm chnh l cha kha cho kh nng tn ti, kh nng pht trin, v sau l kh nng sinh li, Seybold ni. Do , b ni rng b ang thy nhiu cng ty bin cht lng s hi lng ca khch hng thnh yu t v cng quan trng trong vic quyt nh vic tr lng theo kt qu lm vic. H ly lm chm ngn, theo li Seybold, bi v n gip cc nhn vin tp trung hng n phc v khch hng. - Bi vit ca Jimmy Guterman trn Harvard Business Publishing * Minh Phng dch

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