Qun l c s d liu khch hng Khi nim c s d liu: C s d liu khch hng l d liu v khch hng cn giao dch,

khch hng khng cn giao dch v khch hng tim nng. Vi khch hng cn giao dch, d liu thng gm: - Thng tin c bn (thng tin c nhn): tn, a ch, s in thoi - c im nhn khu: tui, gii tnh, tnh trng hn nhn, trnh gio dc, thu nhp, s ngi trong gia nh - Hnh vi mua: Tn sut mua, khon chi tiu, thay i v loi hng mua - Thi mua hng: nhng cm xc, nhn xt khen ch ca khch hng nh khch hng thch iu g nht v doanh nghip, h mong mun iu g - Yu t tc ng n quyt nh giao dch: Yu t thuc v doanh nghip nh cht lng sn phm, gi, chng loi sn phm, dch v khch hng, mi quan h lu di v yu t thuc pha khch hng nh kt hn, ngh hu, truy cp internet Vi khch hng khng cn giao dch, nhm c bin php khc phc v c nhng tng tc thch hp thu ht khch hng quay li th ngoi thng tin c bn, c im nhn khu, d liu cn thu thp gm: - Hnh vi mua: c im hnh vi mua sm ca khch hng trc y, khon chi ph ca h cho doanh nghip. - Thi gian giao dch: Thi gian khch hng tng giao dch vi doanh nghip, h khng cn giao dch bao lu. - Cch thc trc y doanh nghip t c khch hng. - L do khch hng thi giao dch vi doanh nghip. Vi khch hng tim nng thng tin thu thp tng t khch hng hin ti. Sn phm c phn bit ca doanh nghip phi p ng nhu cu c th ca khch hng tim nng.

Vai tr ca qun l c s d liu khch hng Qun l c s d liu khch hng m bo marketing vn hnh c hiu qu, tng kh nng ca doanh nghip trong vic: - Thc thi phn on th trng c li: C s d liu cho php ngi lm marketing phn tch cc khch hng v phn loi khch hng thnh nhng nhm khc nhau trin khai nhng chng trnh marketing mt cch c hiu qu. - Gi khch hng v khuyn khch mua lp li: C s d liu gip doanh nghip hiu khch hng v nhng nhn tt chnh nh hng n s hi lng khch hng, t c th xc nh c cc chng trnh marketing, quan h khch hng nhm to lng trung thnh cho h, p ng tt hn cc nhu cu ca h vi chi ph thp nht. - Nhm n nhng khch hng sinh li tim nng: Khch hng sinh li tim nng l nhng khch hng hin ti m da trn c s d liu khch hng doanh nghip c th nhn ra u l khch hng c gi tr tim nng nht t c chnh sch quan h khch hng ph hp. Cch thc tin hnh qun l c s d liu Trc khi doanh nghip chn mt h thng c s d liu, ni chn, cch thc lu tr d liu v trc khi tin hnh thu thp thng tin cn thit v khch hng, doanh nghip cn xc nh cch thc qun l d liu. Nhng iu cn xc nh gm: - Ngi chu trch nhim bo co, cho php truy cp, quyt nh ni dung: Ngi gc cng ny s quyt nh cn em thng tin no vo c s d liu khch hng, thng tin no c th cung cp cho nhng nhn vin khc v chu trch nhim thng tin c s dng ng mc ch. - Mc hiu bit ca nhn vin v vic s dng thng tin: Khng nn cung cp thng tin chi tit cho qu nhiu ngi, s nh hng khng tt n chin

lc kinh doanh ca doanh nghip. Nhn vin ch cn nhn c phn tch hp l c th gii p thc mc ca nhng khch hng hiu k t thc y khch hng cung cp thng tin. - Cch thc chia s thng tin trong doanh nghip: Ch nn chia s thng tin khi thng tin c th c thu thp d dng hoc c i th cnh tranh cng b. Doanh nghip cng cn tn trng mi quan h gia nhn vin bn hng v khch hng v thng tin v khch hng cho nhn vin bn hng nhng tng phc v khch hng tt hn. Ngoi ra gim tit l thng tin do nhn vin bn hng thu thp c s trnh cho nhn vin nguy c b ng nghip li dng hay ph hoi ngm trong doanh nghip. - Cch thc m bo vic s dng thng tin hp php, hp l: Doanh nghip ch c s dng thng tin thu thp trc tip t khch hng cho mt mc ch duy nht l tr chuyn vi khch hng, khng c bn cho cng ty khc hoc s dng cho mc ch khc tr khi c s ng ca khch hng. Nu doanh nghip tht bi trong vic nh gi v s dng thng tin, h s b i th tn cng. Bn cnh cng cn m bo khch hng cm thy thoi mi khi chia s thng tin ca mnh, nu h cm thy b xm phm tt s gy chia r trong mi quan h vi khch hng. Doanh nghip cng khng nn ph trng thng tin m mnh bit, nu khng khch hng s cm thy mnh khng c tn trng s ring t khi nhng nhn vin h cha tng gp li bit r v vic giao dch ca mnh.