B quyt ca 10 thng hiu ng tin cy nht phn tch cch to nn 1 thng hiu, khng c cch no tt hn l phn tch su vo cc cng

g ty m mi ngi u bit v tin cy. thc hin c iu ny, Entrepreneur phi hp vi y ban c vn The Values Institute ti DGWB, Santa Ana, California, trn tinh thn tp trung vo mi quan h ca cc thng hiu, tin hnh kho st ngi tiu dng khm ph nhng nguyn nhn to nn v tr dn u cho cc thng hiu ny. Mi chuyn r rng rng: Mc d h c th khng c th phn hay doanh s bn hng nhiu nht, nhng nhng thng hiu c tin cy nht ngy nay to c mi quan h thng qua nhng kinh nghim trong vic khi dy nhng phn hi tch cc t khch hng. Chng ti thy c tm quan trng ca vic xy dng thng hiu qua cc mi lin h cm xc vi khch hng bi v cch kho st nh vy rt hiu qu, trch dn cu ni ca nh t vn thng hiu Jim Stengel, nguyn l nh xy dng chin lc qung co ton cu ca Procter & Gamble v l tc gi cun sch Grow: How Ideals Power Growth and Profit at the World's Greatest Companies. Khi bn thc hin iu ny, bn s c mi quan h bn vng hn, mt doanh nghip ln mnh hn, s pht trin bn vng hn, m nhng kt qu r rng hn. Stengel cho bit thm: Khi chng ti quan st cc nhn hng (ti P&G), nhng nhn hng to c mi quan h cm xc nhiu hn so vi cc i th, chng ti thy th phn cc nhn hng cao hn rt nhiu. V bin tng trng so l cao hn nhiu so vi nhng i th ca chng ti m h ch c sn phm u vit v chc nng. Di y l cc chin lc m nhng thng hiu c tin cy hng u nc M p dng kt ni ti ngi tiu dng v nhng cch ny rt c th s gip ch cho vic kinh doanh ca chnh bn.

Amazon

1. Amazon: Phc v ti tng c nhn Nh bn l trc tuyn cung cp mi th ny ginh c s bu chn cao nht trong danh sch khng ch trong nim tin vi cc nhn hng ni chung m cn gi tr nim tin ca tng c nhn ni ring. iu ny khng gy ngc nhin cho Brad VanAuken, gim c chin lc thng hiu ca vn phng t vn The Blake Project. ng cho rng cch tip cn sn phm c bit, chc nng kinh doanh v kinh nghim v khch hng ca Amazon, tt c hi t to nn mt thng hiu v cng mnh m m ngi tiu dng tin tng. Vi hng triu sn phm, phc v 24/7, cng c tm kim chuyn nghip cng cng ngh tm kim v rt nhiu ngun thng tin chuyn su v sn phm, Amazon to ra mt tri nghim mua bn tht tuyt vi, VanAuken ni. ng ni thm rng thng hiu ny, cng vi gi c thp v min ph chi ph vn chuyn trn nhng n t hng vt qu ngng ti thiu, c xem nh l mt li cho bn hp dn, trong khi vic t mua hng ch bng mt c click chut v cc la chn vn chuyn li nhanh chng gip ngi mua tit kim rt nhiu thi gian. Nh cc i tc v cc knh qung b sn phm khc nh Partner Count, Amazon cng khin ngi tiu dng tin tng rng Amazon c mi sn phm m h tm kim. Trong khi mt lng ln cc li cho hng c th xem l khch quan, VanAuken cho rng Amazon lm mt vic ng n nhm nui dng mi quan h vi

khch hng bng cch gip h quyt nh thng qua nhng khuyn ngh v cc mt hng da trn cc ln mua bn trc, nh gi v xp hng tiu dng, v cc ln mua ngh b sung . Ngi tiu dng cng c nhiu la chn hn khi lin kt c nhn vi thng hiu bao gm h s ngi tiu dng, nh gi v xp hng, im bi vit hay bnh chn xp hng, danh sch mong mun hay danh sch gii thiu cc sn phm a thch Listmania.

Coca-cola

2. Coca-cola : Bn nim hnh phc nh nng lnh, Khi ngun ca s ti mi Cuc sng vui v T khi bt u khi nghip cho ti nay, cam kt ca nh sn xut ung ln nht th gii ny l mang ti s vui thch cho khch hng. Mi th m h lm u c truyn cm hng t tng ny, Lm th no chng ta xc tin, pht trin v to ra nim hnh phc?, tc gi Stengel ni. Coca Cola n lc gn thng ip ny trong tng mi lin h vi khch hng, t Facebook ti cc my bn hng t ng, iu m cho php khch hng t do pha ch hng v ung theo nhng cch ring. H ly tng v s ham thch khng g b, vui ti v truyn ti vo tt c mi th, Stengel pht biu. B qua s tht bi ca xy dng thng hiu New Coke vo nhng nm 80, Stengel cho bit thm cng ty ny vn tp trung vo nim hnh phc vi s nhn bit thng hiu mnh m da trn tui th v tnh k tha. H c s tn trng su sc vi qu kh v cc bc tin bi, ng ni, H khng bao gi qun l do v ni m h bt u, v iu ny c ngha rt to ln vi khch hng ca h.

Nim tin l iu d nhn thy trong s nhng ngi m chng ti kho st, v khng li cht suy ngh tiu cc no.

FedEx

3. FedEx : Sng vi s cam kt Vi am m khng ngng cho nhng nhim v trong tm tay, FedEx to ra mt s nhn bit thng hiu mnh m. Khng ngc nhin khi ni rng, cng ty ny ginh c s bu chn cao nht cho kh nng, c bit l c th t c nhng g n cam kt, v cho s hiu qu trong vic kinh doanh. Ngoi vic cung cp mt dch v ng tin cy, thng hiu ny em li nim tin thng qua nhng sng kin nh chin dch Chng ti hiu, ni theo Kari Blanchard, gim c chin lc ca vn phng New York ca Future Brand H nng tm thng hiu v nhn ra rng mi th khng ch n gin l vn chuyn hng ho,Blanchard ni. H nh gi cn l ca ci, k sinh nhai v c tng lai, v vic nhn ra iu ny trong nhng l hng ny c ngha rt to ln vi tt c mi ngi. mang thng ip ny i xa hn, FedEx cam kt vi ngi tiu dng thng qua chng trnh trao thng c nhn v cc tng tc thng qua cc knh truyn thng x hi. Khi bn ginh c s tin tng th rt cn thit vi vic kinh doanh nhng khng phi l th chnh xc khin bn yu mt nhn hng no

y l khi suy ngh ca khch hng l th ct yu nht ch khng phi ch l mt con s n thun, Blanchard ni.

Apple

4. Apple : Gi n lun tuyt (v vui v) Cc cng ty khc khin d lun v bo ch phi nn th ch i mi khi c sn phm mi ra i ? Vn mu cht thc s chnh l Apple tung ra bt c mt sn phm mi no, ngi tiu dng tin tng rng y l mt sn phm thng minh v n s gip h ci thin cch h giao tip, lm vic hay gii tr. Thm vo , h tn hng tri nghim mua, bn v c c mn . Trong khi Apple lun c bit v s sng to v tnh biu t, thng hiu ny nng tm ch s cm xc khi cho ra i cc ca hng bn l thc y tnh hp tc v tnh minh bch gia khch hng v nhng nhn vin bn hng. H thu nhng nhn vin c s ng cm, v h khng nh gi doanh s bn hng lin quan n vic bn hng, Stengel cho bit. ng gi cch tip cn cc ca hng ny ca Apple l s n lc bn l tt nht trong lch s. H thc s mun mi ngi n, c truyn cm hng, xy dng long tin v thc s cm nhn tt hn v bn thn mnh thng qua tri nghim h c trong ca hng. Apple s dng cc ca hng bn l trng by, khng ni, trit l thng hiu v ngi tiu dng ca mnh; iu th hin t nhng chic bn ln, khng gian m, nhng bc tng lm bng ca knh n nhng nhn vin c o to chuyn nghip (nhng ngi ng gp xy dng thng hiu Apple ), l nhng

ngi c trang b cc thit b my qut kim tra cm tay gip khch mua hng thanh ton nhanh chng m khng phi xp hng. Vi im tr nh: Thng hiu ny t im thp hn trung bnh kt ni nhn vin cng nh khng nh gi cao gi tr kinh ca khch hng hay khng vinh danh khch hng trung thnh ca h. iu ny c th l gii l do Apple ch tp trung vo chc nng ct li m thi. Steve Jobs ch ngh v nhng g ng n cho thng hiu v cho ngi tiu dng, Stengel ni. iu ny l gii cho l do v sao h vn tip tc lm tt cng vic to ra cc sn phm v danh mc mi tip tc b xa cc i th cnh tranh ca h. 5. Target: Thit k nhng tri nghim Rt d qun mt rng Target l mt ca hng bn gim gi. Vi nhng chin dch qung co thu ht, mang m phong cch ring v cng s cng tc vi cc nh thit k hng u, nhng ngi to ra cc s lng thit k c hn lm cho nhng ngi chy theo thi trang phi bn lon , Target lun b lm tng l mt thng hiu bun bn hng lot. y mnh s khc bit gia cng ty v cc i l trong cng ngnh, Target lun nht qun cung cp tri nghim bn l c bitt thit k ca hng n la chn hng ha v dch v khch hng. "Target thc s n lc trong vic cung cp tri nghim mua hng ht sc th v, song bn vn tm c sn phm cht lng vi gi c rt phi chng, pht biu ca nh t vn thng hiu Rob Frankel. L mt phn to nn b mt thng hiu, h c gng to ra s nim n v tnh nhn vn, iu ny to nn mt ting vang rt ln vi mi ngi v khin cho mi ngi cm nhn c n. Nhng khch hng ca Target cng nh gi rt cao kh nng ca cng ty v thit k hng ha hp dn nhng gi c li phi chngim ng ch nht, l ph kin nh v lot cc qun o lun thnh hnh. Target tuyn b rng s em n cho bn s la chn tao nh m c th cnh tranh vi nhiu nhn hiu thi trang t tin khc, Frankel cho bit.

Dch v khch hng than thin v ph hp, nh mt s tr li m cuc kho st ghi nhn, t cch nhng ngi thu tin tm nhng ngi ang xp hng v hng dn h sang nhng hng t ng hn, n nhng nhn thc rng h lun c nhn vin trong ca hng ti mt thi im v khch hng c xem nh l khch Frankel cho rng cc doanh nghip nn cung cp nhng tri nghim mua bn nng hu v m cng nh vy, iu ny gip nui dng nim tin thng hiu tt hn cc i th. Khng cn bit l bn bn ci g, nu bn khng a c cho khch hng l do m h nn n ca hng ca bn, th h s chng bao gi t hiu ra c c, bi ch mnh gi c th khng th lm c iu , ng ni.

Ford

6. Ford : Trc sau nh mt Trong mt thi i m i vi mi th, s thay i dng nh l chc chn th vic Ford vn gi mi thng hiu ca mnh c nh gi nh l mt biu tng ca s ng tin cy. VanAuken ca The Blake Project ch ra rng t tn gi 1 m tit n gin ti logo chun mu v tm quan trng ca cha Henry Ford, nhn dng thng hiu ca cng ty ny vn ng vng trc th thch ca thi gian. Mi ngi bit v ngng m cu chuyn ca Ford, ng cho bit, trong 3 nh sn xut t Detroit, Ford c mt thng hiu, chin lc kinh doanh v s vn hnh n nh nht.

Ford cng lng nghe v hnh ng da trn nhu cu ca khch hng, VanAuken cho bit thm, v lu rng chnh CEO Alan Mulally l trc tip tng tc vi khch hng thng qua cc phng tin truyn thng x hi. Nhng ng thi ny to ra mt s lin kt vng chc: Thng hiu c xp hng v tr cao cho tnh n nh v tnh tin cy, v ngi tiu dng bu chn cao nht cho Ford v s quan tm, c bit l hnh ng c trch nhim v quan tm ti li ch ca nhn vin v khch hng. Mt s ngi tham gia phng vn ch ra Ford t chi nhn vin tr ca chnh ph l mt bng chng cho thy s chnh trc ca cng ty ny. VanAuken nhn mnh rng tnh kin nh l cn thit cho bt c ngnh ngh kinh doanh no. Vic thng xuyn thay i logo, khu hiu hay thng ip s khin khng mt th g trong thng hiu ca bn chc chn tn ti trong ngh ca khch hng, ng ni. Mt khi bn pht trin c gi tr c o v hp dn cho thng hiu ca bn, hy lp li iu ln na v ln na.

Nike

7. Nike : Ch cn lm thi Trn website ca mnh, Nike tuyn b s mnh ca h l mang cm hng v s i mi ti mi vn ng vin trn th gii, thm vo , Nu bn c mt c th, th bn chnh l mt vn ng vin. y l mt thng ip th hin tham vng mnh m v l pht ngn mang xu hng i u, kt ni cng ty may mc th thao vi ngi tiu dng ton cu, ni theo nh t vn thng hiu Kevin Lane Keller, gio s ngnh marketing ca

trng kinh doanh Tuck, i hc Dartmouth. Nike bao gi cng cc k tp trung vo nhu cu ca khch hng, vi mng li rng ri khin thng hiu ny c th kt ni vi cc vn ng vin cng nh con ngi thng ngy, Keller ni. Nike trao quyn cho bn c hnh ng tr thnh chnh bn thn bn, nh mt li mi t thng hiu ny ch cn lm thi (Just do it). Vic pht trin sn phm lu bn, bao gm gii thiu cc cng ngh mi nh nm Nike Air, si tng hp Dri-Fit, y l mt trong nhng im mnh nht, theo Keller, ngi m ni rng khch hng c xu hng cn bng s i mi vi chuyn mn. Khi bn i mi, khch hng s tin tng bn hn, bi h ngh rng bn thc s bit bn ang lm g, ng ni. Sn phm u tin ca Nike ch l bc khi u cho mt hnh trnh, m h hon ton vt qua nhng nh ban u nh mt i giy cht lng cho mi mn th thao ton th gii. Keller cho rng Nike t c s tin bi nh ng sng lp lng danh Phil Knight vn tham gia iu hnh cng ty, mt thc t ghi nhn ca mt ngi tr li kho st tuyn b l "tin tng rng cng ty [Knight] s lun lun hnh ng c trch nhim." Keller ch thch rng Khi nh sng lp vn cn , mi ngi tn trng thng hiu theo mt cch khng ging vi quyn iu hnh c truyn qua nhiu i. Ting ni v t cch ca con ngi ny s gip cng ty lien kt cht ch vi ngi tiu dng. 8. Starbuck: Vun p s kt ni

Sau khi hng chu s khng hong vi nm trc, nh bn l c ph dn u th gii ny vc dy cng vic kinh doanh v thng hiu ca mnh bng cch quay tr li cam kt ban u l mang mi ngi ti gn nhau hn. Starbucks hiu rt r l do v sao h y, v iu ny gip to ra s kt ni, tc gi Stengel ni. T Wi-fi min ph ti m nghe nhc trong ca hng, cho ti nhng ci bn ln vi phng cho cc nhm v cc cuc gp g, ca hng ca cng ty ny c thit k gip cc khch hng tng tc vi nhau. Vo bt k mt ca hng Starbucks no cng s thy cng vic kinh doanh din ra v mi ngi ang chia s vi nhau, v cng ty hiu rt r iu , Stengel ni. Mi th trong y u l v s lin kt, khm ph, cm hng v sng to. Khi u thnh cng nh du s tip cn sang to ca cng ty, iu ny gip cng ty c th thit lp lch trnh khong vi th k. H to ra s nng ng thch hp vi thng hiu ca h v tr nn rt thnh cng, v vn khng mt ai c th ging nh h, Stengel ni. iu quan trng, ng ni, l thu hiu cc phm tr nguyn tc v chin lc ca i th, v xc nh cch no trc tip hng n li th ca bn. Nu bn l mt thng gia mi thm nhp vo th trng, c th bn khng th thit lp lch trnh cng vic, nhng nu bn c th i hng pht trin ca n, th c ngha rng bn thnh cng, ng ni. Nu bn ang thm nhp vo th trng, v tr thnh mt ti khc, chng ai quan tm u 9. Southwest Airlines: p ng mi i hi Hng vn chuyn gi r ny lun kin nh vi l trnh ca chnh mnh trong ngnh cng nghip hng khng, to ra nhng c tnh ring bit thng qua mi th, t cch mi khch vo gh ngi cho ti nhng tip vin, nhng ngi bo m s an ton trn chuyn bay. "Southwest l mt thng hiu c lp nhanh chng ph v nhng quy phm trong ngnh cng nghip hng khng, pht biu cua Tim Calkins, gio s ngnh marketing, Khoa qun tr kinh doanh, i hc Kellogg Northwestern. T cch sp xp ch ngi cho thy mt thc t rng cng ty ny khng ln danh sch theo h thng trc tuyn, n lun t ho theo cch ring ca mnh.

Calkins cho rng phn ln s thnh cng ca thng hiu Southwest xut pht t thc t rng mc d cch t chc iu hnh v vn ha doanh nghip mang phong cch ring, nhng nhng s khc bit ny h tr cho chc nng trung tm ca cng ty ny. "Southwest c vn ha cng s vui v, trn y nng lng v l c nht v nh trong ngnh cng nghip hng khng, nhng ct li nht l h chuyn nghip trong tt chc khi mang ti cho khch hng gi c cc k phi chng nhng vn rt hiu qu, ng ni. Mc d hng hng khng ny nhn c t l bu chn thp trong vic khng chia s thng tin v cc quyt nh ca cng ty, nhng nhng thc o bo v ny c th l l do khin n vn tip tc pht trin thnh vng. Vi hng hng khng ln khc c i theo phong cch Southwest vi gi c thp (nh Deltas Song v Uniteds Ted), nhng khng ai trong s h lm c. "Bn c th thy nhng g Southwest lm, h ch bay vi mt loi my bay, h khng tnh ph hnh l v h c i ng nhn vin thn thinv bn ngh rng ai c th sao chp cch lm , nhng vn khng mt ai lm c c, Calkins ni. iu k diu ca Southwest l ngay c khi h s hu nhng yu t c o, nhng tt c nhng im khc bit ny li phi hp c vi nhau to ra mt cch phc v khch hng c o theo cch ca ring h m thi. 10. Nordstrom: Khch hng l Thng

Khi dch v khch hng tuyt vi ca bn c lu truyn nh l mt thn thoi, lc bn bit rng bn ang i rt ng hng. nh l mt con du xc nhn tiu chun ca ca hng bch ho cao cp ny, ni m c li n rng h nhn tr

li t mt khch hng mt b lp xe, ngay c khi ca hng cha bao gi bn lp xe t. "Nordstrom c tt c sc mnh phn phi sn phm, c bit l dch v khch hng, th m c lan truyn v vt ra khi mt tri nghim dch v in hnh, Calkins ca Northwestern ni. Nordstrom c nhng ngi tham gia phng vn bnh chn rt cao trong vic quan tm ti khch hng, cng nh cht lng ca sn phm trn tng s gn 230 ca hng ca n. Dch v hp dn, bao gm chnh sch tr li hng v iu kin, th in t km nh k thut s v sn phm mi cho khch hng thn thit v thip cm n sau khi mua hng, khin nh bn l Seatle khng cn qu lo lng v gi c cnh tranh, gip thu c li nhun cao hn. H khng cn ni h c gi thp nht, v h cng chng cn phi lm nh th, Calkins ni. Khi mi ngi ti y h u bit l h phi tr thm mt cht na, nhng dch v qu tt nn iu cng xng ng. Mt s ngi tham gia phng vn ch trch Nordstrom v khng cung cp cho khch hng nhiu thng tin v cc chnh sch ca cng ty, nhng Calkins cho rng khi xy dng mt bn sc thng hiu, la chn ca bn vn ng n khi chi tp trung vo mt yu t c bn, min l bn lm n tt nht l c. iu khin thng hiu ny c ch chnh l t tri nghim dch v ch khng phi t cch tip cn, anh ni. Nordstrom cha bao gi tp trung vo cng ty hay nhn vin ca mnh, tt c nng lng tch cc u hng vo khch hng v kinh nghim bn l, l b quyt dn ti thnh cng ca h. V cuc kho st: Hc Vin Value thc hin nghin cu, xc nh nm gi tr c nh hng n lng tin vo mt thng hiu: kh nng (s th hin cacng ty); mi quan tm (chm sc cho ngi tiu dng, nhn vin v cng ng), kt ni (chia s cc gi tr ngi tiu dng); thng nht ( tin cy ca sn phm / dch v); v chn thnh (ci m v trung thc). Tng cng c 1.220 ngi tiu dng M c yu cu nh gi mi gi tr nim tin trn mt m hnh nh gi nm im, t "rt khng quan trng" n "rt quan trng." Ngoi ra, nm nhn thc ngi tiu dng c nh gi cho mi gi tr, bao gm nhng nh gi chng hn nh "H tr li cc kin phn hi v sn

phm v dch v ca cc cng ty," v "doanh nghip nh gi gi tr ca ti v tng thng cho lng trung thnh." Mi ngi tr li nh gi hai thng hiu c la chn ngu nhin, nhng ngi cm thy thch th cng c yu cu cung cp kin c nhn. Kt qu l "Ch s Tn nhim", mt ch s tng hp cho bit mc tin tng nhng ngi tr li vi mi thng hiu c nhn lin quan n cc nghin cu thng hiu khc. Source http://www.entrepreneur.com/article/223125