Bo co thc tp

TRNG I HC IN LC KHOA IN T VIN THNG

-------------------------

BO CO THC TP TT NGHIP
Thc trng hot ng Chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th

Gio vin hng dn : Th.S V Ngc Chm Sinh vin thc hin : Ch Th Ngc Lin Lp Khoa : C7_TVT : in t vin thng

H Ni 05/2011
Gvhd: Ths.V Ngc Chm - 1 Svth: Ch Th Ngc Lin

Bo co thc tp

NHN XT (Ca n v thc tp)

Xc nhn ca n v thc tp (K tn, ghi r h tn, ng du) Ngi vit nhn xt (K, ghi r h tn)

Gvhd: Ths.V Ngc Chm

- 2 -

Svth: Ch Th Ngc Lin

Bo co thc tp

NHN XT (Ca gio vin hng dn)

Ging vin hng dn (K, ghi r h tn)

Gvhd: Ths.V Ngc Chm

- 3 -

Svth: Ch Th Ngc Lin

Bo co thc tp

LI NI U
Trung tm vin thng cng ty in lc Ph Th l n v trc thuc cng ty in lc Ph Th. Tri qua gn su nm xy dng v trng thnh, Trung tm tch lu c nhiu kinh nghim trong kinh doanh vin thng. Song, trong tnh hnh cnh tranh gay gt ca th trng vin thng nh hin nay, hu ht cc nh cung cp dch v u gp phi khng t kh khn. Mt trong nhng kh khn lin quan n hot ng chm sc khch hng. Trn thc t, Trung tm vin thng cng ty in lc Ph Th tp trung mi n lc vo hot ng Marketing, chm sc khch hng nhm nng cao v th v uy tn ca Vin thng in lc trn thng trng, tng kh nng cnh tranh tn ti pht trin lu di. Xut pht t thc t nn em chn ch Thc trng hot ng chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th cho bi bo co thc tp ca mnh. Bi bo co c chia lm 2 phn nh sau: -Phn 1 : Gii thiu v Trung tm vin thng cng ty in lc Ph Th -Phn 2 : Cng tc Chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th Chng 1: Thc trng hot ng chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th. Chng 2: Mt s gii php nhm nng cao cht lng hot ng chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th.

Gvhd: Ths.V Ngc Chm

- 4 -

Svth: Ch Th Ngc Lin

Bo co thc tp

LI CM N
Li u tin em xin by t lng bit n n ton th thy c khoa in t vin thng trng i hc in lc to nhiu iu kin thun li em tip cn c vi mi trng thc t thng qua t thc tp y ngha thit thc ny. Em xin chn thnh cm n Ban gim c, cn b cng nhn vin Trung tm vin thng cng ty in lc Ph Th to iu kin thun li trong sut thi gian em thc tp. Em tip thu c nhng kin thc b ch t thc t v gp phn to ln vo vic hon thin kin thc chuyn mn. c bit, em xin chn thnh cm n gio vin hng dn c V Ngc Chm ht lng gip , hng dn em hon thnh bo co thc tp ng thi gian quy nh. Vi thi gian thc tp ngn, c hi tip cn thc t v hon thin bi vit tuy c c gng, nhng em s cn c nhiu thiu st nht nh. Trn c s ca nhng vn c gii quyt, em s tip tc qu trnh tm hiu, nghin cu gp phn vo s pht trin chung ca ngnh vin thng. Trn trng cm n!

Gvhd: Ths.V Ngc Chm

- 5 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

MC LC Ni dung Trang

MC LC............................................................................................................... 6 DANH MC HNH V............................................................................................7 PHN 1: KHI QUT V TRUNG TM VIN THNG CNG TY IN LC PH TH............................................................................................................... 7 PHN 2: CNG TC CHM SC KHCH HNG TI TRUNG TM VIN THNG CNG TY IN LC PH TH..............................................................7 CHNG 2: THC TRNG HOT NG CHM SC KHCH HNG TI TRUNG TM VIN THNG CNG TY IN LC PH TH...............................8 PHN 1 : KHI QUT V TRUNG TM VIN THNG CNG TY IN LC PH TH............................................................................................................... 8
1.1 Gii thiu v Trung tm vin thng (TTVT) cng ty in lc Ph Th ...................................................8 1.1.1 Qu trnh thnh lp doanh nghip.........................................................................................................8 1.1.2 Ngnh ngh kinh doanh hin ti...........................................................................................................8 1.1.3 T chc b my v nhn lc.................................................................................................................9 1.2 M hnh t chc, chc nng, nhim v ca Trung tm vin thng cng ty in lc Ph Th...............9 1.2.1 M hnh t chc....................................................................................................................................9

PHN 2 : CNG TC CHM SC KHCH HNG TI TRUNG TM VIN THNG CNG TY IN LC PH TH............................................................11 CHNG 1: THC TRNG HOT NG CHM SC KHCH HNG TI TTVTLPT........................................................................................................... 11
1.1. C s l lun v Chm sc khch hng .......................................................................................................11 1.1.1 Khi nim v khch hng ...................................................................................................................11 1.1.2 Khi nim v Chm sc khch hng ..................................................................................................11 1.1.3 Tm quan trng v vai tr ca Chm sc khch hng .......................................................................12 1.2 Thc trng hot ng Chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th ...12 1.2.2 M hnh t chc hot ng CSKH ti Trung tm vin thng cng ty in lc Ph Th .................14 1.2.3 Hot ng Chm sc khch hng .......................................................................................................15 1.2.4 Hoat ng h tr cng tc chm soc khach hang................................................................................18 1.2.5 Cng tc gii quyt khiu ni .............................................................................................................20 1.3 nh gi thc trng CSKH ti Trung tm vin thng cng ty in lc Ph Th .................................21 1.3.1. Kt qua a at c...........................................................................................................................21

Gvhd: Ths.V Ngc Chm

- 6 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip
1.3.2. Nhng tn ti ....................................................................................................................................22

CHNG 2 : MT S GII PHP NHM NNG CAO CHT LNG HOT NG CHM SC KHCH HNG TI TRUNG TM VIN THNG CNG TY IN LC PH TH........................................................................................... 24
2.1 nh hng pht trin ca trung tm vin thng cng ty in lc Ph Th..........................................24 2.1.1 nh hng v mc tiu hot ng pht trin chung ca Trung tm vin thng cng ty in lc Ph Th ..............................................................................................................................................................24 2.1.2 nh hng pht trin th trng v khch hng ...............................................................................26 2.2 Mt s gii php nhm hon thin nhm hon thin cng tc chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th ..................................................................................................................26 2.2.1 Hon thin c s d liu khch hng .................................................................................................26 2.2.2 Hon thin cng tc t chc b my chm sc khch hng ..............................................................28 2.2.3 Nng cao thc v trnh ca cn b cng nhn vin trong TTVTLPT......................................29 2.2.4 y mnh cng tc nghin cu th trng .........................................................................................32 2.2.5 Nng cao cht lng phc v khch hng .........................................................................................33 2.2.6 Tng cng cc knh thng tin v chng trnh khuyn mi ............................................................35

KT LUN........................................................................................................... 36

DANH MC HNH V PHN 1: KHI QUT V TRUNG TM VIN THNG CNG TY IN LC PH TH

Hnh 1.1: S t chc b my ca Trung tm vin thng cng ty in lc Ph Th..........................................................................................................................10

PHN 2: CNG TC CHM SC KHCH HNG TI TRUNG TM VIN THNG CNG TY IN LC PH TH

Hnh 2.1: S t chc hot ng CSKH ca Trung tm vin thng cng ty in lc...........................................................................................................................15

DANH MC BNG BIU

Gvhd: Ths.V Ngc Chm

- 7 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

CHNG 2: THC TRNG HOT NG CHM SC KHCH HNG TI TRUNG TM VIN THNG CNG TY IN LC PH TH
Bng 2.1: Bng thng k s lng khch hng ln trn mt s a bn tnh Ph Th (thng 5/2011).........................................................................................................17 Bng 2.2: Cc t chm sc khch hng ln ca Trung tm vin thng cng ty in lc Ph Th 5 thng u nm 2011........................................................................19 Bng 2.3: Tnh hnh gii quyt khiu ni ca Trung tm vin thng LPT 9 thng u nm 2009..........................................................................................................22 Bng 2.4: Nguyn nhn khiu ni...........................................................................22

DANH MC T VIT TT
BTS (BASE TRANSCEIVER STATION): TRM THU PHT SNG DI NG CBCNV :CN B CNG NHN VIN CSKH : CHM SC KHCH HNG TBC : THIT B U CUI TTVTLPT :TRUNG TM VIN THNG CNG TY IN LC PH TH TTVT : TRUNG TM VIN THNG

PHN 1 : KHI QUT V TRUNG TM VIN THNG CNG TY IN LC PH TH

1.1 Gii thiu v Trung tm vin thng (TTVT) cng ty in lc Ph Th 1.1.1 Qu trnh thnh lp doanh nghip Trung tm vin thng cng ty in lc Ph Th c thnh lp ngy 01/12/2006 theo quyt nh s 2690/Q-L1-P3 ngy 29/11/2006 ca Tng cng ty in lc Min Bc. 1.1.2 Ngnh ngh kinh doanh hin ti - Cung cp cc dch v vin thng cng cng. - Kinh doanh dch v Internet.
- 8 -

Gvhd: Ths.V Ngc Chm

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

- Phi hp kinh doanh v qun l h thng ng dy, cp quang trc mng truyn hnh cp. 1.1.3 T chc b my v nhn lc Qui m n v: Trung tm vin thng c tng s lao ng tnh n thi im ngy 01 thng 5 nm 2011 c 68 CBCNV. Ban lnh o gm: P.Gim c TTVT, Ph trng TTVT, 3 trng phng chc nng (phng Kinh doanh, Phng Tng hp, phng K thut) v 12 in Lc (gm: in lc Th x Ph Th, in lc huyn Lm Thao, in lc huyn Ph Ninh, in lc huyn oan Hng, in lc huyn Thanh Ba, in lc huyn Cm Kh, in lc huyn H Ho, in lc huyn Yn Lp, in lc huyn Thanh Sn, in lc huyn Thanh Thu, in lc huyn Tam Nng, in lc huyn Tn Sn) Hin ti, n v ang qun l chnh thc 13 ca hng i l cp 1 v trn 150 ca hng (cng tc vin bn hng) trn khp a bn tnh Ph Th. 1.2 M hnh t chc, chc nng, nhim v ca Trung tm vin thng cng ty in lc Ph Th 1.2.1 M hnh t chc
TNG CNG TY

IN LC MIN BC

EVNTELECOM

GIM C CNG TY LPT

P. GIM C TRNG TTVT

PH TRNG TTVT

PHNG KINH DOANH

PHNG TNG HP

PHNG K THUT

Gvhd: Ths.V Ngc Chm

- 9 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

MAKETING

IN LC

IN LC

CA HNG, I L

CNG TC VIN

CA HNG, I L

KHCH HNG

KHCH HNG

Hnh 1.1: S t chc b my ca Trung tm vin thng cng ty in lc Ph Th( Ngun: Phong Tng hp Trung tm vin thng cng ty in lc Ph Th) 1.2.2 Chc nng, nhim v ca Trung tm vin thng cng ty in lc Ph Th - Cng ty in lc Ph Th l n v c Tng cng ty in lc Min Bc giao nhim v kinh doanh, phn phi cc sn phm, dch v Vin thng cng cng (VTCC), Internet v truyn hnh cp trn a bn tnh Ph Th (bao gm c cc dch v tr trc v tr sau). - Trin khai trc tip cc hot ng khai thc, kinh doanh cung cp dch v, qun l thu bao, pht trin v h tr, chm sc phc v khch hng vin thng trn a bn tnh Ph Th. - Qun l vn hnh h thng cp quang truyn dn ni ht, cc trm BTS theo hp ng gia EVNTelecom v Tng cng ty in lc Min Bc hoc cng ty in lc Ph Th. - Qun l h thng knh phn phi (i l ph thng, cng tc vin bn hng). - Kho st v tm kim khai thc th trng, xc nh cc khch hng chin lc, t chc trin khai thc hin cc chng trnh qung co, tip th, khuyn mi cc dch v vin thng cng cng theo quy nh ca EVNTelecom.

Gvhd: Ths.V Ngc Chm

- 10 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

- Xy dng quy trnh khai thc kinh doanh, tp hun, t chc cng tc gim st v kim tra nghip v; Tip nhn, gii quyt cc khiu ni theo quy trnh gii quyt khiu - Thc hin cc nhim v khc do cng ty in lc Ph Th giao theo phn cp. - Thc hin thi cng, lp t cc ng kt ni ni ht v u ni cc thit b u cui cung cp cc dch v vin thng cng cng n cc khch hng khi c yu cu trn a bn tnh Ph Th.

PHN 2 : CNG TC CHM SC KHCH HNG TI TRUNG TM VIN THNG CNG TY IN LC PH TH CHNG 1: THC TRNG HOT NG CHM SC KHCH HNG TI TTVTLPT
1.1. C s l lun v Chm sc khch hng 1.1.1 Khi nim v khch hng i vi bt k mt doanh nghip hot ng sn xut kinh doanh no th vic tn ti v pht trin lu di trn th trng l iu ht sc quan trng. thc hin c iu th doanh nghip phi khng ngng gi vng khch hng hin c v thu ht c ngy cng ng nhng khch hng mi. V vy, khch hng i vi tt c cc doanh nghip hot ng kinh doanh u c vai tr rt quan trng. Vy khch hng l nhng ai? Theo mt cch hiu chung nht ca cc nh kinh t th khach hang la tt ca cac t chc, ca nhn co nhu cu v cac san phm, dich vu ma doanh nghip cung cp; a, ang va se s dung san phm, dich vu cua doanh nghip. 1.1.2 Khi nim v Chm sc khch hng T nhn thc ng n v vai tr ca khch hng i vi s pht trin v tn ti ca doanh nghip, cng tc chm sc khch hng ngy cng c ch trng. Ngi ta thng nghi rng chm soc khach hang nghia la phai lich s va thn thin khi tip xuc vi khach hang va chi co nhn vin trc tip tip xuc vi khach hang mi cn quan tm n vic chm soc khach hang. Thc cht thi thai khi tip xuc vi khach hang chi la mt phn rt nho cua cng tac chm soc khach hang. Bn canh o,

Gvhd: Ths.V Ngc Chm

- 11 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

cng tac nay con bao gm rt nhiu cac hoat ng khac na. Vy, chm soc khach hang la gi? Trn thc t hin nay, thut ng chm soc khach hang vn cha c inh nghia mt cach nht quan. Tuy nhin, ta co th hiu mt cach tng i v CSKH l mt trong nhng hot ng ca Marketing hin i. No hng ti vic phuc vu khach hang theo nh cach ho mong mun. Ni mt cch khc, chm sc khch hng l tt c nhng g mt doanh nghip c th lm lm khch hng hi lng. 1.1.3 Tm quan trng v vai tr ca Chm sc khch hng Hot ng chm sc khch hng c th em li nhiu li th cho doanh nghip, gip doanh nghip pht trin quan h vi khch hng, duy tr v gi vng li th cnh tranh. Khch hng thng coi chm sc khch hng l mt tiu chun quan trng khi quyt nh la chn nh cung cp. Nh vy mt dch v s thiu hon chnh nu thiu ni dung chm sc khch hng. Cn xt v thc cht, nu thiu hot ng chm sc khch hng th dch v khng c kh nng cnh tranh, do vy khng th cung cp c trong mi trng cnh tranh nh hin nay. Chm sc khch hng c mt s vai tr c th nh sau: Th nht: chm soc khach hang giup doanh nghip duy tri khach hang hin tai va tao ra khach hang trung thanh Th hai: chm soc khach hang gop phn thu hut khach hang tim nng Th ba: chm soc khach hang giup doanh nghip giam chi phi kinh doanh Th t: chm soc khach hang vu khi canh tranh quan trong cua cac doanh nghip trong mi trng kinh doanh hin nay 1.2 Thc trng hot ng Chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th 1.2.1 Cc dch v Trung tm vin thng cng ty in lc Ph Th cung cp cho khch hng + Dch v in thoi c nh khng dy (E-Com): Hay cn gi l in thoi bn, xut hin u tin ti Vit Nam so vi cc nh cung cp khc. Vic truyn tn

Gvhd: Ths.V Ngc Chm

- 12 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

hiu khng bng dy cp ng nh my bn thng thng m tn hiu c truyn i bng sng v tuyn tn s 450MHz gia my in thoi v trm thu pht sng nh c h thng Anten lp sn trong my in thoi. Dch v ny rt ph hp vi a bn vng su, vng xa, nhng ni cha c iu kin ko cp in thoi hu tuyn. Vi tnh nng vt tri l kt ni khng cn i cp nh vy, my E-Com c th di chuyn my d dng trong nh, mang n ni lm vic. Ngoi ra, dch v in thoi c nh khng dy cn cung cp nhiu dch v tin ch nh nhn tin, min ph chc nng hin th s gi n, gi i, gi l + Dch v in thoi di ng ni tnh (E-Phone): L dch v in thoi di ng m vng di ng (di chuyn) ca my trong phm vi tnh m khch hng ng k s dng dch v. Thit b u cui ca EVNTelecom cho php s dng SIM ri vi y tnh nng nghe, gi nh cc dch v di ng thng thng khc ViNa, Viettel, SFone nn to iu kin cho khch hng nng cp my v chuyn sang s dng dch v di ng ton quc E-Mobile d dng. Cch tnh cc hp l 6s+1s, th tc ha mng nhanh chng, gi cc cc r so vi di ng ton quc v cung cp nhiu nhiu dch v phong ph: nhn tin, kt ni Internet tc cao E-Phone thc s l dch v in thoi di ng dnh cho khch hng t c nhu cu di chuyn ra ngoi tnh. + Dch v di ng ton quc (E-Mobile): Phm vi cung cp trn c nc, EVNTelecom lun cam kt m bo cht lng dch v. Vng ph sng ca EVNTelecom trn tnh Ph Th t khong 95% din tch hnh chnh. Dch v E-Mobile mang n cho khch hng cc dch v thng thng nh nhn tin, hin th s cuc gi v cn c nhiu dch v vt tri khc: Truy cp Internet, mng ring o, thng tin nh v ton cu Chng loi thit b tng i a dng, phong ph, mu m c ci tin lin tc v c dng th SIM ri rt thun tin cho vic khch hng thay th v nng cp my. + Dch v in thoi ng di gi r trong nc v quc t (VoIP 179): Dch v gi r trong nc v quc t s dng cng ngh thoi qua giao thc IP nn gi 179 khch hng s tit kim c nhiu chi ph. Cng ging nh cc nh cung cp dch v khc nh Viettel c 178, VNPT c 171, EVNTelecom cung cp cho khch hng

Gvhd: Ths.V Ngc Chm

- 13 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

dch v 179 vi gi cc r v cch tnh cc hiu qu ang l dch v c tnh cnh tranh cao nht i vi cc dch v cng loi trn th trng 1.2.2 M hnh t chc hot ng CSKH ti Trung tm vin thng cng ty in lc Ph Th Ngy 02/4/2008, T Chm sc khch hng ti TTVTLPT chnh thc c thnh lp vi m hnh t chc nh sau:

KHCH HNG

Tr li

Tr li

TRUNG TM CSKH CA EVNTELECOM

Chuyn y/c h tr trc tip

1. T CSKH CNG TY IN LC 2. T CSKH IN LC

Thng bo kt qu

Chuyn tip phn nh ca KH

Thng bo kt qu

Hnh 2.1: S t chc hot ng CSKH ca Trung tm vin thng cng ty in lc (Ngun phng Kinh doanh vin thng) Cch thc phi hp hot ng CSKH Khch hng phn nh ti b phn CSKH no (i CSKH ca in lc, hay Trung tm CSKH ca EVNTelecom) th b phn chu trch nhim gii quyt n cng phn nh ca KH . Mi b phn CSKH ch ng tr li cc thng tin c bn

Gvhd: Ths.V Ngc Chm

- 14 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

nh: hng dn quy trnh th tc, quy nh v gi cc, khuyn mi, hng dn s dng TBC, truy cp Internet Dial Up, hng dn s dng cc dch v gia tng, i vi cc trng hp KH phn nh n in lc m in lc c th t gii quyt. i CSKH ti in lc c trch nhim gii quyt v thng bo kt qu cho khch hng, thi gian gii quyt ti a khng qu 24h k t thi im nhn c phn nh. i vi cc trng hp khch hng phn nh n in lc tip v cc vn in lc khng gii quyt c kt ni, KH khng s dng c dch v (gi i, gi n, hp th thoi, truy cp Internet,), KH khng np c th co, khng kch hot c dch v,.Sau khi kim tra nhng khng khc phc c cho KH, in lc cn chuyn yu cu cho Trung tm CSKH ca EVNTelecom (Callcenter hoc HTHM) tip tc gii quyt trong vng 4h. Trung tm CSKH ca EVNTelecom c trch nhim thng bo kt qu gii quyt hoc tin gii quyt c th (vi cc trng hp cha x l c ngay) trong vng 24h. i vi cc khch hng phn nh n Trung tm CSKH cn s h tr trc tip (cc phn nh lin quan n bo hnh, thu cc, thi nhn vin, KH b chn ct dch v,.). Trung tm CSKH s lin h vi i CSKH ca in lc. i CSKH c trch nhim phi hp gii quyt ngay cho KH. Ngoi thi gian lm vic ca i CSKH ti in lc, mi phn nh ca KH u do Trung tm CSKH tip nhn gii p. 1.2.3 Hot ng Chm sc khch hng Hin ti, TTVTLPT ang thc hin cc hot ng chm sc khch hng theo ch th ca Tng cng ty in lc Min Bc s 2491/CT-PC1 v theo k hoch ca TTVTLPT. Da trn cc iu kin v tnh hnh kinh t x hi ca tnh, nhu cu ca khch hng, kh nng ca n v. Trung tm vin thng cng ty in lc Ph Th phn loi khch hng thnh cc cp v mc khc nhau c k hoch v phng thc chm sc ph hp cho tng i tng khch hng. C th l: Nhm khch hng c bit

Gvhd: Ths.V Ngc Chm

- 15 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

L khch hng thuc cc c quan thng trc, iu hnh ca ng, c quan qun l nh nc t tnh n huyn, x. Cc s my c bit phc v bo chy, cu thng, phng chng bo lt, ho hon, thin tai v cc s my phc v cc trng hp khn cp khc. Nhm khch hng ny tuy c th l doanh thu khng cao nhng phi lun c u tin phc v. TTVTLPT t chc tng hoa, tng qu cho khch hng nhn dp L, Tt, ngy k nim, ngy truyn thng Trung tm vin thng in lc Ph Th ln k hoch tng qu c th cho khch hng theo tng thng, trong k hoch nu r tn khch hng, ni dung qu tng, chi ph tng qu v n v chu trch nhim tng qu . i vi khch hng c bit cp tnh, lnh o Trung tm vin thng s trc tip tng hoa, qu cho khch hng. i vi khch hng c bit cp Huyn, Th x Trung tm yu cu Lnh o n v trc tip tng hoa, qu cho khch hng. Nhm khch hng ln L khch hng s dng cc dch v vin thng in lc tr sau t mc doanh thu bnh qun trn thng t 500.000 ng tr ln. i vi khch hng l cc doanh nghip, cng ty kinh doanh th nhu cu s dng dch v vin thng l rt ln. Phn cng cho c nhn c th, cho nhm nhn vin chu trch nhim chm sc tng i tng khch hng. Cc c nhn, nhm nhn vin ny c nhim v thng xuyn lin lc vi khch hng tm hiu v khch hng cng nh xy dng mi quan h thn thit vi khch hng. Dch v Vin thng Khu vc TP. Vit Tr TX. Ph Th oan Hng Cm Kh Yn Lp Tam Nng Tn Sn S lng 160 115 98 82 48 56 21 T trng DT/ DT khu vc (%) 17,3 16,5 12,1 8,2 10,7 11,3 21,5

Gvhd: Ths.V Ngc Chm

- 16 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

Bng 2.1: Bng thng k s lng khch hng ln trn mt s a bn tnh Ph Th (thng 5/2011) (Ngun: Phng Kinh doanh vin thng)

Nhm khch hng doanh nghip c bit L doanh nghip c tim nng s dng nhiu dch v Vin thng , phm vi hot ng trn ton quc v quc t. l cc doanh nghip ti cc khu cng nghip. t mc doanh thu bnh qun trn thng t 1triu tr ln. c tng qu vo cc dp l tt, u tin gii quyt nhanh chng yu cu cng nh khiu ni, thc mc ca khch hng. C th nh sau: - c thc hin chnh sch u tin mm do, linh hot trong gii quyt cc yu cu cung cp dch v, gii quyt khiu ni cng nh trong vic x l tm dng thng tin do chm thanh ton cc ph theo qui nh ca Trung tm vin thng. - c cc n v qun l hng dn, tp hun v cung cp y cc thng tin v dch v, gi cc v cc hot ng chm sc khch hng. Nhm khch hng l cc i l L cc khch hng k lm Cng tc vin cho Trung tm vin thng cng ty LPT, hng hoa hng theo doanh s bn hng. Bao gm: Cng tc vin bn hng, Cng tc vin thu cc. Cung cp cho nhm khch hng ny 01 s thu bao v c h tr tin thu bao hng thng. c tng qu 1ln/nm nhn cc ngy l, Tt, tng kt cui nm. Nhm khch hng nh, khch hng l c nhn h gia nh i vi cc khch hng l cc h gia nh, cng nhn lao ng, hc sinh sinh vin th nhu cu v dch v vin thng, internet cng kh cao. i vi loi khch hng ny, TTVTLPT thc hin CSKH vi hnh thc t chc hi ngh khch hng, pht t ri, ly phiu thm d ca khch hng nhn xt v cht lng sn phm, cht lng phc v ca tng loi dch v. Ti cc im giao dch, khch hng c
Gvhd: Ths.V Ngc Chm - 17 Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

phc v tn tnh chu o. Tt c cc khiu t khiu ni v dch v c gii quyt nhanh chng, chnh xc, kp thi lm khch hng rt hi lng. Vo cc dp l t TTVTLPT tin hnh tng qu cho khch hng. S lng khch hng nhn qu l tng i nhiu v y ch yu l nhng khch hng ln ca Trung tm vin thng in lc Ph Th. Kinh ph chi ra mi t chm sc khch hng ln n hng chc triu ng. iu ny cho thy Trung tm vin thng ch trng rt nhiu n vn chm sc khch hng c bit l cc khch hng ln. TT 1 2 3 4 Ni dung tng qu cho khch hng Tng qu nhn dp ngy l tt T chc hi ngh khch hng Ngy thnh lp cc doanh nghip ln Mng ngy l sinh nht Tng cng S lng khch hng 626 100 300 150 1176

Bng 2.2: Cc t chm sc khch hng ln ca Trung tm vin thng cng ty in lc Ph Th 5 thng u nm 2011. (Ngun: Phng Kinh doanh vin thng) 1.2.4 Hoat ng h tr cng tc chm soc khach hang Qung co V hnh thc, cc loi hnh qung co ca TTVTLPT c thc hin theo tng t khi c yu cu pht trin dch v hoc khi a ra sn phm mi trn nhiu loi phng tin phong ph khc nhau nh:

- Qung co trn bo, tp ch: bo Ph Th, hoc trn cc bo ngnh nh:

Tp ch in lc...

- Qung co trn truyn thanh, truyn hnh: chng trnh qung co cha hp
dn, khng gy c nh hng ln vi khch hng.

- Qung co trn bng rn. - Qung co trn t ri t ti cc knh phn phi.

- 18 -

Gvhd: Ths.V Ngc Chm

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

Quan h vi cng chng

Trong nhng nm qua ngnh in lc ni chung v in lc Ph Th ni ring quan tm nhiu n cng tc ny. C th bng cc hot ng sau: - Xy dng nh tnh ngha v nui dng hai m Vit nam anh hng trn a bn Tnh, thng xuyn thm hi, gp mt tng qu cho gia nh chnh sch, cho thng binh, gia nh lit s. Quyn gp tin ng h qu xa i gim ngho, qu cht c mu da cam, qu v ngi ngho, qu v tr th, qu ngi tn tt, ng h, gip ng bo b thin tai, l lt vi s tin mi t ln ti hng trm triu ng. - Tham gia ti tr cho cc hot ng Vn ho x hi ca Tnh - Tham gia cc hot ng cng cng ca a phng nh tham gia phong tro phng chng ti phm, phng chng ma ty, phong tro phng chng chy n, phong tro an ninh quc phng, phong tro thi ua xy dng c quan vn ho Khuyn mi Vic khuyn mi cho khch hng ca TTVTLPT c thc hin theo ng Quy nh ca Tng cng ty in lc Min Bc. - Khuyn mi gim tr tin cc i vi cc thu bao tr sau. -Khuyn mi bn th di ng tr trc EVNTelecom: Tng 100% mnh gi th co, thi gian gi, nghe. - Khuyn mi b kt tr trc: tng tin vo ti khon, thi gian gi, nghe... T chc hi ngh khch hng Vic t chc Hi ngh khch hng ca Trung tm vin thng cng ty in lc Ph Th din ra mi nm mt ln. Do tnh cht quy m ca t chc Hi ngh ln nn vi iu kin hin ti ca Trung tm vin thng khng th t chc lin tc c. Tuy nhin, vi s lng khong 200 khch hng ln th sau mi hi ngh, Trung tm vin thng thu c nhng kin ng gp rt b ch cho cng tc chm sc khch ca mnh. T chc qun l, theo di c s d liu khch hng

Gvhd: Ths.V Ngc Chm

- 19 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

- Vi khch hng l c quan, doanh nghip c mt s thng tin ch yu nh: tn c quan; doanh nghip; loi khch hng; a ch; in thoi; tn ngi lin h; ngy thnh lp; chc nng hoc lnh vc kinh doanh ch yu; nhng thng tin v cc cp lnh o; mc cc s dng. - i vi khch hng l c nhn, h gia nh c cc thng tin ch yu: h v tn khch hng; ngy thng nm sinh; a ch ngh nghip; mc cc s dng. - C s d liu khch hng c chia lm 2 mng chnh: khch hng hin ti v tim nng theo quy nh ca Cng ty. Vic qun l v theo di c s d liu v khch hng gip Trung tm vin thng nm r khch hng v c nhng chnh sch chm sc khch hng hp l, ng thi im... to c nhng n tng tt cho khch hng. 1.2.5 Cng tc gii quyt khiu ni Cng tc gii quyt khiu ni l mt b phn quan trng ca chm sc khch hng. TTVTLPT t chc a dng ho cc knh tip nhn khiu ni ca khch hng nh: tip nhn trc tip cc khiu ni bng vn bn ti cc im giao dch ca chi nhnh in, qua ng th gi v T CSKH ca TTVTLPT. Knh tip nhn khc: l b phn tip nhn khiu ni i ng thu cc, bn hng trc tip. B phn ny c trch nhim tip nhn n khiu ni ca khch hng v chuyn n b phn gii quyt khiu ni. B phn gii quyt v tip nhn khiu ni l T CSKH ca TTVTLPT. B phn ny tip nhn v tr li cc khiu ni nu c c s chnh xc. Khi nhn c khiu ni cc nhn vin s tin hnh phn loi khiu ni thnh khiu ni v cht lng dch v, v thi phc v, v cc ph v cc loi khc. T nh tuyn khiu ni v gi phiu xc minh khiu ni n Trung tm CSKH ca EVNTelecom nhng vn khng thuc quyn gii quyt. Khi nhn c thng tin khiu ni Trung tm CSKH ca EVNTelecom s gii quyt khiu ni v phn hi v T CSKH ca TTVTLPT, b phn s phi hp vi cc in lc thng bo tr li khch hng. nh gi s hi lng ca khch hng

Gvhd: Ths.V Ngc Chm

- 20 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

Vi s n lc ht mnh ca tp th cn b cng nhn vin trong thi gian qua, ng thi vi nhn thc mi v cng tc chm sc khch hng, TTVTLPT bc u xy dng c hnh nh tt trong lng khch hng. y s l ng lc v iu kin thun li gip vin thng cng ty in lc Ph Th tng kh nng cnh tranh v ngy cng pht trin hn na. Do vic thc hin cng tc chm sc khch hng c y mnh nn s lng n khiu ni gim ng k. S n khiu ni tnh n thng 5/2011 gim 28% so vi thi gian cng k nm trc.

Dch v Vin thng

Tng s n khiu ni 120

S n khiu ni c gii quyt S n 110 T l 91,6%

S n khiu ni cha gii quyt S n 10 T l 8,4%

Bng 2.3: Tnh hnh gii quyt khiu ni ca Trung tm vin thng LPT 9 thng u nm 2009 (Ngun: Phng Kinh doanh vin thng)

Dch v Vin thng

Xc nh nguyn nhn gy li Do TTVTLPT 67% Do khch hng 33%

S tin bi thng (ng) 5.000.000

Bng 2.4: Nguyn nhn khiu ni (Ngun: Phng Kinh doanh vin thng) 1.3 nh gi thc trng CSKH ti Trung tm vin thng cng ty in lc Ph Th 1.3.1. Kt qua a at c Trong giai on hin nay, khi tnh hnh cnh tranh v cc dch v vin thng trn th trng ngy cng tr nn gay gt TTVTLPT ngy cng ch trng hn n vic xy dng v thc hin cc hot ng chm sc khch hng. Vi nhng n lc khng ngng TTVTLPT t c mt s kt qu nht nh sau:

Gvhd: Ths.V Ngc Chm

- 21 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

- C i ng CSKH bo hnh lu ng n tng khch hng khi c nhu cu ca khch hng. Do d to c n tng tt ca khch hng v dch v vin thng in lc. - Thit lp h thng ng dy nng CSKH qua s in thoi 0210. 2244444 min ph ni mng chiu gi n. Mi thc mc khch hng gi trc tip v c gii p mt cch nhanh chng to tm l thoi mi cho khch hng. - Vic gii quyt khiu ni ca khch hng ngy cng nhanh gn hn, s lng khiu ni gim bt nhiu do cc khu c qun l cht ch v ng b. V vi chnh sch chm sc khch hng hin ti, TTVTLPT thit lp c mi quan h tt p vi rt nhiu khch hng ln trong tnh. Nhng kt qu bc u trn tr thnh ng lc, ngun c v rt ln cho cn b TTVTLPT tip tc hon thin thm cng tc chm sc khch hng. 1.3.2. Nhng tn ti Ngoi nhng thnh cng m TTVTLPT t c th bn cnh cng tn ti hn ch m TTVT cn khc phc, c th nh sau: - Nhiu chi nhnh in cha to c tnh tin li, an ton cho khch hng nh quy giao dch cn hi nh, cc bin qung co, hng dn nghip v t nhng ch khng thun tin. - Vic tuyn truyn qung co, tip th cha c thc hin rng ri cho ngi s dng, nn cha tn dng c ht khch hng c nhu cu s dng v. Bn cnh , cc chnh sch khuyn mi ca TTVTLPT cng thiu tnh chin lc nn cha thc s khuyn khch khch hng s dng dch v lu di. - Cc hot ng CSKH ca TTVTLPT nhiu khi cha xut pht t thc t m mang tnh dy chuyn, cha thc s ch ng. Nhn chung, cc hot ng CSKH ca TTVT cn n l, cha c xy dng thnh mt chin lc hot ng c th. Ni dung cc hot ng phn ln ch ch trng vo cc hnh thc khuyn mi. Qua kt qu iu tra khch hng, TTVTLPT nhn c mt s phn nh nh sau:

Gvhd: Ths.V Ngc Chm

- 22 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

+ Vic tip nhn khch hng ti a ch giao dch vo gi cao im cn chm. + C trng hp khch hng phi ch i lu trong qu trnh s dng dch v, yu cu phi c phc v ngay khi c yu cu. Do vy i ng giao dch vin cn phi c chuyn mn nghip v vng chc. + Th tc, quy trnh dch v phc tp. Chnh v vy m c nhiu khch hng chuyn sang s dng dch v ca cc i th cnh tranh vi th tc n gin hn. - Chm sc khch hng i khi cha thng nht, thiu s n c kim tra ca trung tm, vi phm v thi phc v cha mm do gy cho khch hng khng hi lng. - Cng tc nghin cu th trng cha pht huy c ht th mnh. i vi khch hng tim nng cha s dng dch v hoc ang s dng dch v ca i th cnh tranh, hoc ngng s dng dch v ca n v chuyn sang s dng dch v ca i th cnh tranh, TTVTLPT cha c cc hnh thc tch cc tm hiu, thm d, nghin cu th trng, p ng nhu cu ca khch hng tim nng, thuyt phc khch hng quay li s dng dch v. Nhng tn ti v hot ng chm sc khch hng ca TTVTLPT c th thy l do nhng nguyn nhn sau: - Vic bi dng v pht trin lc lng cn b c chuyn mn v cng tc Maketing cng nh CSKH trong TTVTLPT cha c tin hnh y , hon chnh v rng khp. - Cc hnh thc khuyn mi, qung co khng hiu qu do cha thc s ch trng v cc knh thng tin t, nhiu khi thng tin v khuyn mi hay qung co khng n c ngi tiu dng hoc n ni m khng y . - Cc sn phm thay th mang li s tin li, cht lng cao, hoc theo nhu cu s thch ca tng nhm i tng khch hng cn t. Cc sn phm thay th thng l kt qu ca cng ngh mi trin khai chm. Do cng tc nghin cu th trng cha thc s chuyn su nn chm a ra cc sn phm mi hoc sn phm thay th v khi a ra ri c mt s li khng thc s ph hp vi th hiu ca khch hng.
Gvhd: Ths.V Ngc Chm - 23 Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

- H thng c s d liu khch hng l cn c xy dng cc chnh sch v ni dung CSKH. Vic hon thin c s d liu l iu kin tin quyt hon thin cng tc CSKH. Tuy nhin vic ny vn cha c hon thin v quan tm ng mc, xy dng c s d liu v khch hng cn th s.

CHNG 2 : MT S GII PHP NHM NNG CAO CHT LNG HOT NG CHM SC KHCH HNG TI TRUNG TM VIN THNG CNG TY IN LC PH TH
2.1 nh hng pht trin ca trung tm vin thng cng ty in lc Ph Th 2.1.1 nh hng v mc tiu hot ng pht trin chung ca Trung tm vin thng cng ty in lc Ph Th c mt hng i ng n, mt chin lc pht trin lu di m bo cho s pht trin bn vng trong thi k cnh tranh v hi nhp, Trung tm vin thng ra cho mnh cc nh hng pht trin nh sau :

Gvhd: Ths.V Ngc Chm

- 24 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

- Cung cp thm dch v mi (3G). C th l gi vng v nng cao cht lng dch v chp hnh nghim chnh cc th l, th tc quy nh, khng xy ra sai st nghip v, tch cc nghin cu pht trin thm dch v mi v ra bin php ginh li th trng doanh thu cao. - Chuyn nghip ho cc dch v phi hp vi vin thng v cc hot ng lin quan n dch v vin thng nh: thu cc kinh doanh vin thng cng cng, Internet, ho mng. - Chnh sch hoa hng, chit khu linh hot v bm st ch o ca Cng ty. C ch giao khon ph hp. - Giao khon sn lng, doanh thu, n gi tin lng n tng n v tin ti giao khon n tng c nhn. - R sot v nh mc li lao ng trong ton tnh. Cc n v phi t chc cho cc cn b cng nhn vin t thu cc. Gim c trc tip qun l v chu trch nhim v cng tc thu n. Giao thu n kim nhim cho T khon qun ca bn in, giao dch vin.. - Vic mua sm cng c dng c phi c kim sot cht ch, ch mua khi thc s cn thit. Cc loi cng c dng c nh giy, mc in, vn phng phm, c cp bng hin vt gim chi ph, qun l c thi gian s dng. - Quy nh li ch s dng v thanh ton cc in thoi, nh mc s dng, vn phng phm - R sot li cng tc o to, vic o to, bi dng ngn hn v di hn c thc hin trn nguyn tc chc danh no cn trnh o to n u th o to n . - Khn trng ban hnh cc quy nh, quy ch to hnh lang php l cho hot ng vin thng v cng tc qun l. Quy ch phn phi thu nhp phi da trn nguyn tc: lm vic nhiu, kt qu cao th hng nhiu, lm vic t, kt qu thp lng thp. - Cc t chc ng, on th tp trung ch o, vn ng ng vin tch cc thc hin cc ch trng ln ca Trung tm vin thng cng ty in lc Ph Th,
Gvhd: Ths.V Ngc Chm - 25 Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

phn u hon thnh nhim t ra trong nm 2011 v cc nm tip theo. Kp thi pht hin nhng nhn t tch cc ng vin khen thng, ng thi cng pht hin nhng vi phm sai st phi hp vi chuyn mn c hnh thc x l ph hp. 2.1.2 nh hng pht trin th trng v khch hng TVTVLPT thc hin c cc ch tiu kinh doanh cng nh chin lc pht trin lu di th n v cn phi t chc nghin cu th trng nhm xc nh nhu cu tiu dng cc dch v, pht hin nhng yu cu cn i hi ca khch hng i vi cc dch v hin c c bin php iu chnh nng cao cht lng phc v, m bo gi th phn khch hng hin c. ng thi kch thch khi dy tim nng s dng dch v ca khch hng. Vic xc nh gi vng khch hng hin c v mc tiu pht trin khch hng, th trng l mt trong nhng mc tiu c ngha ht sc quan trng trong ton b mc tiu pht trin ca ca doanh nghip. thc hin mc tiu ny, Trung tm vin thng cng ty in lc Ph Th xc nh trong thi gian ti cn ch trng thc hin tt cc vn sau: - Kho st, pht trin thm cc Cng tc vin, nhm m rng din phc v v tng doanh thu; nghin cu a thm dch v mi vo kinh doanh nhm mc tiu cung cp v lm hi lng cc khch hng ang v s s dng cc dch v ca Vin thng in lc. - Nng cao cht lng dch v to nim tin v lng trung thnh ca khch hng hin c, vi mc tiu quan trng l gi khch hng trung thnh s dng dch v, sn phm ca doanh nghip. 2.2 Mt s gii php nhm hon thin nhm hon thin cng tc chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th T nhng nguyn nhn v tn ti trong cng tc chm sc khch hng v nh hng pht trin ca Trung tm vin thng, em xin xut mt s gii php gp phn hon thin hn cng tc chm sc khch hng ti Trung tm vin thng. 2.2.1 Hon thin c s d liu khch hng chm sc tt khch hng khng g tt hn l phi hiu r khch hng c nh vy mi tht s bit c khch hng cn g v phi cung cp phc v khch

Gvhd: Ths.V Ngc Chm

- 26 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

hng th no cho h hi lng. Do vy, TTVTLPT cn phi xy dng, cp nht c s d liu khch hng. Sau y l nhng vn cn thc hin : Hin nay ti b phn chm sc khch hng ca Trung tm vin thng ch qun l c s d liu ca khch hng vi nhng d liu n gin nh: tn , a ch, mc cc s dng, ngy ho mng ch cha xy dng c mt c s d liu vi y mi thng tin v khch hng. D liu v khch hng bao gm cc thng tin v khch hng, thng tin do khch hng to ra v cc thng tin khch hng c th gip doanh nghip hiu c khch hng. Cc thng tin ny c th gip ch ra cc th trng cn hng ti v cc khch hng cn phi quan tm chm sc c bit. * Cc bc chnh trong vic xy dng c s d liu khch hng Trc ht xy dng cc thng tin, d liu c bn v khch hng nh l: tn, tui, a ch lin lc, sn lng khch hng s dng dch v ca doanh nghip. Sau khi xy dng c c s d liu th cn thc hin sp xp v phn loi khch hng. Khi phn loi c cc khch hng ln, c bit cn tin hnh thu thp b sung thm cc thng tin chi tit. Thng tin cng chi tit cng gip ch cho vic chm sc khch hng. C c c s d liu ri cn phi thng xuyn cp nht thng tin theo mt khong thi gian nht nh, tu theo c im ca doanh nghip c th cp nht theo tun, qu. * Nhm thng tin cn thu thp v khch hng - Nhm thng tin c bn v khch hng . - D liu v qu trnh s dng dch v ca khch hng. - Mi quan h gia Trung tm vin thng v khch hng. - D liu v khiu ni ca khch hng. - Mt s d liu khc m doanh nghip thy cn thit.

Gvhd: Ths.V Ngc Chm

- 27 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

* i tng nhn vin chu trch nhim thu thp thng tin - c c thng tin v khch hng cn s tham gia ca tt c cc nhn vin giao dch, nhn vin khai thc, c iu kin tip xc mt hoc vi ln vi khch hng. Thc hin gii php ny s gip cho Trung tm vin thng cng ty in lc Ph Th hiu r v khch hng hn, trn c s s duy tr lng trung thnh ca khch hng v tranh th nhng khch hng mc tiu ang s dng dch v ca i th cnh tranh. Ngoi ra, TTVTLPT cn phi c trang b thm mt s h thng phn mm qun l d liu, chi ph bc u cho vic thu thp. Ngun nhn lc c ch cn o to thm v k nng phn tch thng k d liu. V vic qun l li c thc hin trn my tnh nn cng khng tn nhiu nhn cng. Chi ph u t khng tn km lm v nu c s quan tm ca cc cp lnh o v cc nhn vin s thc hin c d dng. 2.2.2 Hon thin cng tc t chc b my chm sc khch hng T chc b my chm sc khch hng ng vai tr quan trng trong cng tc qun l v iu hnh t chc cc hot ng chm sc khch hng, nng cao v th, uy tn ca Trung tm vin thng i vi khch hng. b my hot ng pht huy tt hn vai tr ca mnh th cn phi t chc b my theo hng gn nh, nng ng, linh hot, hiu qu trn c s nhng ni dung sau: - Phn cng trong b my chm sc khch hng phi c mt ngi gi vai tr ch o, l ngi c nhim v qun l ton din, chu trch nhim v mi mt ca hot ng trong b my . - T chc cc t, nhm hoc chuyn vin chm sc khch hng cc n v trc thuc. Qui nh r chc nng, nhim v, quyn hn ca tng b phn, tng khu, tng v tr, tng ngi h pht huy quyn t ch thc hin nhim v c phn cng. - Xc nh, tuyn chn, b tr nhn s lm vic trong b my chm sc khch hng l nhng ngi c kin thc, am hiu v cng tc Marketing v chm sc khch

Gvhd: Ths.V Ngc Chm

- 28 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

hng, nu qua thc t th cng c iu kin h pht huy nng lc v em li hiu qu cao cho b my. - Thng xuyn xem xt nh gi thc trng hot ng ca b my c nhng bin php chn chnh v hon thin. Cng tc ny c ngha quan trng, nh c th kim tra c hiu qu hot ng ca tng khu, tng b phn. - T chc cc nhm chm sc khch hng i vi nhm khch hng ln, khch hng c bit. i vi Trung tm vin thng do c im ring nn cha c phng chm sc khch hng ring bit nn vn cn thit nht l phi thnh lp phng chm sc khch hng ring, c hiu qu tt trong vic chm sc khch hng. Cng tc hon thin b my chm sc khch hng phi c tin hnh song song vi cng tc tuyn truyn gio dc, nng cao thc kinh doanh v trnh chuyn mn nghip v ca ngi lao ng. Nhng lp tp hun v cng tc kinh doanh ni chung v chm sc khch hng ni ring. chnh l c s lnh o cc n v, cc thnh vin tham gia lp tp hun t nng cao trnh v thc kinh doanh. ng thi chnh h s tr thnh cn b o to ti n v mnh, bin nhng kin thc thu nhn c tr thnh kin thc v hnh ng chung ca ton n v. Kt hp vi cng tc o to l hc tp, rt kinh nghim qua cc hot ng c th ca n v, xy dng n v th im, in hnh sau s dng trong ton n v. Kt qu l mi cn b cng nhn vin s tr thnh nhng nhn vin chm sc khch hng khng chuyn, to nn mt mng li chm sc khch hng rng khp v ng b. Vic t chc b my CSKH theo hng nu trn c th gim bt gnh nng cho phng Kinh doanh vin thng, ng thi to ra b my chm sc khch hng chuyn su hn. Trn thc t, vi iu kin v ngun lc v ngun vn ca n v, cng vi s quyt tm ca lnh o, cn b cng nhn vin trong TTVTLPT th nht nh gii php s thc hin c. 2.2.3 Nng cao thc v trnh ca cn b cng nhn vin trong TTVTLPT Ban lnh o n v l nhn t quyt nh cc chin lc kinh doanh ca doanh nghip, tm nhn ca h quyt nh quy m phng thc kinh doanh ca doanh

Gvhd: Ths.V Ngc Chm

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Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

nghip, l nhn t ch cht dn n s thnh cng hay tht bi ca doanh nghip. Cc cp lnh o phi thng xuyn i mi t duy bt kp vi s thay i ca th trng, kin quyt ch o t bng c nhng k hoch t ra. Yu t con ngi, thc, cht lng i ng CBNV c ngha rt quan trng i vi cng tc CSKH. Cng tc chm sc khch hng khng cn l vic ring ca mt b phn no m phi tr thnh thc ca mi lao ng tham gia. Ring i vi vi cc khu trc tip giao dch vi khch hng (nh: giao dch vin, nhn vin thu cc, nhn vin bo hnh thit b u cui) cn c nng cao hn na thc phc v khch hng, thi phc v chu o n cn, nim n. lm c iu ny, TTVTLPT cn c bin php gio dc tch cc mi ngi u nhn thc mt cch su sc rng ngy nay chm sc khch hng l mt v kh cnh tranh mnh nht ca doanh nghip, nh hng n s sng cn ca doanh nghip v n s gin tip nh hng n thu nhp v li ch ca tng ngi trong doanh nghip. i i vi vic nng cao thc kinh doanh, tuyn truyn gio dc phi khng ngng nng cao trnh ca cng nhn vin. Coi trng vn tuyn dng o to, bi dng o to li, khuyn khch i hc thm. c bit l trong mi trng cnh tranh hin nay tng sc cnh tranh, tng u th cnh tranh th phi m bo i ng lao ng c nng lc l rt cn thit. i vi hnh thc o to cn a dng ho cc loi hnh o to nh sau : - Thu cc chuyn gia hng u trong lnh vc chm sc khch hng v ging dy trc tip cho tt c cc nhn vin chuyn trch v chm sc khch hng. - Lun phin c cc nhn vin chm sc khch hng i o to, v chuyn mn nghip v hoc tham d cc chng trnh hi tho, hi ngh v chm sc khch hng. - Tin hnh o to ti ch: Xy dng mt i ng chuyn gia c o to chuyn su v chm sc khch hng chuyn phc v nhng khch hng ln ca Trung tm vin thng v s dng chnh cc chuyn gia ny o to cho cc nhn vin cn b trong Trung tm vin thng.

Gvhd: Ths.V Ngc Chm

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Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

-Tin hnh iu tra i ng cn b cng nhn vin hin c theo cc tiu thc: la tui, trnh chuyn mn nghip v, s trng, sc khe c k hoch bi dng, o to b tr lao ng cho ph hp vi tng b phn, tng c s sn xut. Tng cng bi dng kin thc nghip v, k thut mi chuyn su hn ngi lao ng tng lnh vc cng tc nm vng kin thc phc v tt hn trong cng vic - i vi lao ng qun l: khi dinh doanh trong iu kin cnh tranh, ngi qun l ngoi vic bit v chuyn mn nghip v k thut cn phi c o to cc kin thc v kinh t, ti chnh, qun tr kinh doanh. Trn c s nhng kin thc nn tng, h cn phi thng xuyn c cp nht cc thng tin v cng ngh mi, cc phng php qun l tin tin, v cc ch trng chnh sch ca nh nc, ca ngnh. - i vi lao ng k thut: lao ng k thut phi thng xuyn c o to v ti o to thch ng vi cng ngh mi, t lm ch c cng ngh, k thut mng li, sc m ng vic vn hnh, khai thc mng li an ton, n nh, gii p nhng kh khn vng mc ca khch hng. - i vi nhn vin giao dch: cn c o to cc k nng v khai thc, x l nghip v, nn khuyn khch nhn vin c gng hc hi, nng cao trnh , k nng giao tip x l tnh hung. Ngoi ra y cn l b phn lao ng trc tip tip xc vi khch hng, l ni th hin hnh nh ca doanh nghip. Vi i ng ny nn b xung cc chng trnh o to v kin thc Marketing, lm cho mi ngi u hiu r nhng nguy c thch thc ca qu trnh cnh tranh v hi nhp, t thay i cung cch kinh doanh, phc v mi giao dch vin u l nhn vin tip th cho cc hot ng ca n v, chim c nim tin yu ca khch hng. Thc hin gii php ny s to ra i ng nhn vin c phm cht, nghip v cao, sn sng cho nhng kh khn v th thch mi. L tin cho vic pht trin ca Trung tm vin thng cng ty in lc Ph Th v lu v di.

Gvhd: Ths.V Ngc Chm

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Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

2.2.4 y mnh cng tc nghin cu th trng Mc ch ca cng tc iu tra nghin cu, tm hiu th trng l o lng, nh gi mc tho mn nhu cu ca khch hng, nh gi s am hiu, lng tin v s a thch ca khch hng, pht hin ra cc nhu cu tim n ca khch hngT xc nh chnh xc nhu cu tiu dng i vi dch v ang cung cp v kh nng cung cp dch v mi nhm phc v khch hng tt hn. Ni dung nghin cu c th tp trung vo cc vn : - Nghin cu nhu cu ca khch hng: Nhm xc nh nhu cu m khch hng mun tho mn khi s dng dch v. Khi xc nh c nhng nhu cu no ca khch hng m hin ti cha c p ng th y l c hi Trung tm vin thng cng ty in lc Ph Th pht trin dch v cung cp cho khch hng. - Nghin cu s mong i ca khch hng: Dng cc k thut nh lng xc nh tiu chun dch v m khch hng mong i khi h tiu dng dch v. V d thi gian ch i khi s dng dch v, thi gian s l khiu ni, thi phc v ca nhn vin Trung tm vin thng cng ty in lc Ph Th - Nghin cu s nhn thc ca khch hng v dch v: Trung tm vin thng cng ty in lc Ph Th khng th cho rng dch v mnh cung cp l tt, m phi xem xt s nh gi ca khch hng nh th no. Nu tht s dch v m vin thng in lc cung cp l tt th phi chng minh khch hng hiu v s dng; nu theo ng nh gi ca khch hng cha tt th ta phi sa i hon thin cht lng dch v. - Nghin cu phn loi cc i tng khch hng: Vic nghin cu ny nhm mc ch phn loi tng i tng khch hng c c ch chm sc khch hng i vi tng loi khch hng. - Nghin cu tm hiu v hot ng ca cc i th cnh tranh tm ra im mnh, im yu ca i th cnh tranh v ca doanh nghip mnh, t a ra cc quyt nh chnh xc trong t chc hot ng sn xut kinh doanh c hiu qu. Nghin cu v khch hng c th bng nhiu phng php khc nhau:

Gvhd: Ths.V Ngc Chm

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Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

- Qua phiu iu tra do b phn chm sc khch hng thit k mu m v thu thp d liu. - Thit lp ng dy nng bng cch cung cp s my in thoi thng trc nhn tin khch hng gi n phn nh cc vn c lin quan n vic cung cp v s dng dch v. - Nu khch hng cho php c th phng vn xin kin khch hng v cc lnh vc: Cht lng dch v, cht lng phc v, nhu cu s dng dch v mi - Ngi lm cng tc chm sc khch hng c th ng vai ngi bnh thng thm nhp tm hiu, lng nghe khch hng trong qu trnh s dng cc dch v ti cc ni cng cng. - M hp th nhn cc kin ng gp ca khch hng v mi mt. Hp th nn s dng c hai hnh thc bu chnh v in t thun li cho khch hng. - n v phi t chc cc cuc iu tra nhu cu ca th trng v dch v vin thng, tm hiu cc i th cnh tranh v dch v b cnh tranh, tm hiu th trng trong tng lai. t c c s ra quyt nh kinh doanh c hiu qu. Qua cng tc nghin cu th trng doanh nghip s xc nh c im mnh im yu ca mnh sa cha khc phc. Bit c im yu ca i th tn cng v im mnh ca i th phng th. Bit c nhu cu, kin ca khch hng v sn phm dch v mnh cung cp sa cha cho ph hp th hiu ngi tiu dng. Trung tm vin thng in lc Ph Th c i ng cn b c kinh nghim, hiu bit v cc dch v vin thng. i ng giao dch, chm sc khch hng c trnh , nhanh nhy trong vic nm bt tm l khch hng l iu kin thc hin tt gii php. 2.2.5 Nng cao cht lng phc v khch hng Nng cao cht lng phc v khch hng chnh l vic thc hin theo phng chm Hng v khch hng, TTVTLPT phi ci tin cung cch phc v nhm p ng ngy cng tt hn nhu cu ca khch hng. nng cao cht lng phc v, TTVTLPT cn phi k n cc hot ng sau:
Gvhd: Ths.V Ngc Chm - 33 Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

- Tip tc u t trang thit b khai thc, giao dch hin i cho tt c cc im phc v, nhm nng cao cht lng dch v cung cp cho khch hng. - B tr quy gjao dch, bng gi cc, bng hng dn s dng dch v nhng ni d quan st khch hng d dng tm hiu v cc sn phm, dch v m doanh nghip cung cp. - Cn pht trin hn na mng li phn phi bng cch m thm i l nhng ni c nhu cu ln nhm nng cao kh nng phc v cho khch hng. - y mnh cc dch v sau cung cp dch v: Vi th trng cnh tranh nh hin nay th vic y mnh cc dch v chm sc khch hng sau cung cp dch v l v cng cn thit v nu nh khch hng khng hi lng vi nhng sn phm dch v m Trung tm vin thng cung cp th h s chuyn sang s dng dch v ca cc nh cung cp khc. Cc hot ng chm sc khch hng sau cung cp dch v c th bao gm: T vn, gip khch hng khi s dng sn phm dch v - Thc hin vic a dng ha cc hot ng chm sc khch hng, mc tiu ca cc hot ng ny l duy tr mi quan h gia khch hng v nh cung cp. V vy, TTVTLPT cn c k hoch xy dng cc hot ng chm sc khch hng c th vi tng nhm khch hng khc nhau. thc hin tt c cc hot ng chm sc khch hng th cn phi hiu r tm l th hiu cng nh c im ca tng i tng khch hng trn tng khu vc th trng. - C gng gii quyt khiu ni mt cch trit , hn ch khiu ni vt cp, khiu ni khng cn thit ca khch hng. Cc th tc gii quyt v tip nhn khiu ni cn c ci tin, cht lng gii quyt khiu ni phi c nng cao hn, gim thi gian tr li khiu ni cho khch hng. Nn xy dng quy trnh gii quyt khiu ni ni b, phn cp, to iu kin ch ng v gii quyt khiu ni tng khu, nhm rt ngn thi gian gii quyt khiu ni ca khch hng. Phi thng xuyn nh gi, thng k t l khiu ni ca khch hng c gii php tr li, hng dn tha ng xy dng cc ni dung hng dn, tr li khch hng mu cc nhn vin lm nhim v lin quan c s c tr li khch hng mt cch thng nht.

Gvhd: Ths.V Ngc Chm

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Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

Thc hin gii php ny s p ng c nhu cu s dng cc dch v vin thng ca mi tng lp khch hng. Thng qua cc phn phi nh gi c th trng ca tng loi dch v v c k hoch cung cp cc dch v cho ph hp vi tng a bn. ng thi nng cao hiu qu sn xut kinh doanh, thu ht c nhiu khch hng, l mc tiu ca n v. Vi s lng im phc v rng v i ng lao ng nh hin nay, ch cn s quan tm ca lnh o n v v s quyt tm ca ton th cn b, nhn vin Trung tm vin thng cng ty in lc Ph Th s thc hin c gii php ny. 2.2.6 Tng cng cc knh thng tin v chng trnh khuyn mi Ngi ta thng cho rng chnh sch khuyn mi l c vic b tin ra mua ly lng tin, hng ng ca khch hng v khuyn mi cng nhiu cng tt m t ai n vic cc thng tin v chng trnh khuyn mi c n c vi ngi s dng hay khng. i vi cng tc chm sc khch hng th khuyn mi l cng c hu hiu thu ht khch hng v pha doanh nghip. Nhng cc chng trnh khuyn mi c thnh cng th vic trc ht l phi lm cho khch hng bit n chng. V lm c iu ny th phi tng cng cc knh thng tin n ngi tiu dng v cc t, cc chnh sch khuyn mi , ang v sp c ca doanh nghip. i vi cc khch hng va v nh, khch hng c bit, khch hng l doanh nghip c bit trong thi gian ti, Trung tm vin thng cn phi tng cng cc knh thng tin thng bo, nhanh chng kp thi cc chng trnh khuyn mi ti tt c cc khch hng. Thay v b ra rt nhiu tin c mt vi pht xut hin trn i truyn hnh, sng pht thanh qung co chng ta c th gim bt chi ph bng cc knh phn phi trc tip phn tn ti a ch khch hng l cc nhn vin thu cc, lp t, nhn vin bo hnh thit b u cui gi cc thng bo v khuyn mi i km vi cc ho n, cc hp ng. Trn cc thng bo khuyn mi s ghi tn v a ch c th ca khch hng. Vic lm ny s lm tng tnh hiu qu ca cc chng trnh khuyn mi ln rt nhiu. Vi cc doanh nghip thuc nhm khch hng ln cn phi m bo rng tt c trong s h s nhn c thng bo khuyn mi ca mnh. Cn gi in, gi email
Gvhd: Ths.V Ngc Chm - 35 Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

thm ch c c chuyn vin chm sc khch hng n tn ni thng bo. Theo nhiu nghin cu th nhm khch hng ny s quyt nh ngay sau khi nhn thng bo khng lu. Qua cc hnh thc trn, th vic thng tin khuyn mi n vi khch hng l hiu qu. Phng php ny s dng ngun nhn lc sn c khng phi thu ngoi ch cn t chc cho tt v c s ng ca ban lnh o th gii php ny s thc hin c.

KT LUN
Ngy nay, trong xu th m ca hi nhp quc t, cnh tranh s ngy cng gay go quyt lit, vn cht lng, gi c v dch v chm sc khch hng l vn then cht i vi mi doanh nghip Vit Nam. Thc hin cc hot ng chm sc khch hng theo ch th ca Tng cng ty in lc Min Bc v theo k hoch ca Trung tm vin thng cng ty in lc Ph Th. TTVTLPT ang rt n lc c th dn ng vng trn i chn ca mnh. Vi nhng c gng khng ngng TTVTLPT dn p ng c nhng yu cu ngy cng cao ca khch hng. Nh vy, vin thng in lc phc v tt nhu cu s dng dch v vin thng ca ton x hi.

Gvhd: Ths.V Ngc Chm

- 36 -

Svth: Ch Th Ngc Lin

Bo co thc tp tt nghip

Trn c s sau khi c lin h thc tin vi hot ng chm sc khch hng ti TTVTLPT, em chn ch bo co thc tp l Thc trng hot ng chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th. Trong bi bo co ny em nu c mt s vn sau: - Phn tch thc trng hot ng chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th. - xut mt s gii php hon thin cng tc chm sc khch hng. Em hy vng bi bo co ny s ng gp phn no vo vic ci thin cng tc chm sc khch hng ti Trung tm vin thng cng ty in lc Ph Th. Song, do hiu bit v l thuyt cng nh thc t cn hn ch, v vy bo co ca em khng trnh khi nhng thiu st. Em rt mong c cc thy c gio gp bi bo co ca em c hon thin hn na. Em xin cm n s gip ca CBCNV trong TTVTLPT v c gio hng dn gip em hon thnh bi bo co thc tp ny . Sinh vin Ch Th Ngc Lin

Gvhd: Ths.V Ngc Chm

- 37 -

Svth: Ch Th Ngc Lin