Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006

QUN L QUAN H KHCH HNG V QUN L THNG HIU HAI TRONG MT?
Qun l thng hiu (Brand Management - BM) v Qun l quan h khch hng (Customer Relationship Management - CRM) l hai vn ln ca mt cng ty. Chng ta thng thy hai cng vic ny do cc phng ban v nhng nhn vin khc nhau thc hin. Vy chng c g ging nhau v khc nhau? V liu chng ta c th tch hp hai b phn ny lm mt? Hin nay, trn th gii c rt nhiu nhng khi nim khc nhau v thng hiu (brand), thm ch cn nhiu quan nim ln ln gia thng hiu v nhn hiu (trade mark). C quan im cho rng "Thng hiu l tn hay mt biu tng dng nhn bit v phn bit vi cc tn hoc sn phm khc trn th trng". Cch nh ngha ny gn ging vi Hip hi Marketing Hoa K ("thng hiu l tn, t ng, du hiu, biu tng, hnh v hay tng hp ca tt c cc yu t trn nhm xc nh cc sn phm hay dch v ca mt (hay mt nhm) ngi bn v phn bit cc sn phm v dch v i vi cc i th cnh tranh") v rt d gy nhm ln vi nh ngha v nhn hiu ca Hip hi Nhn hiu Quc t ("nhn hiu l bt k mt ch, mt ci tn, hay mt biu tng, mt cu khu hiu, mt thit k mu m hoc s phi hp ca nhng yu t ny khi c dng nhn bit v phn bit mt sn phm trn th trng"). Bn cnh , nh ngha v thng hiu do Microsoft a ra tng i ngn gn: "Thng hiu l mt v tr ring bit m chng ta c c trong tm tr ca khch hng, khng ch l mt ci tn hay mt logo v mnh nht khi c s cam kt v tnh cm". Cng nh thng hiu, cc khi nim v CRM rt khc nhau v c th tm chia ra thnh ba trng phi chnh: nh ngha CRM hng vo cng ngh, nh ngha CRM hng vo vng i khch hng v nh ngha CRM hng vo chin lc.

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006

CRM hng vo cng ngh cho thy nhu cu ca cc nh sn xut phn mm trong vic nh v mt sn phm c th ca h, thng l t ng ha mt phn ca CRM. Nhng nh ngha theo xu hng ny thng bao hm vic s dng cng ngh. V theo , CRM gn nh ng ngha vi cng ngh (phn mm CRM). Tuy nhin, trng phi nh ngha hng vo vng i khch hng li quan nim CRM l kh nng giao dch vi khch hng mt cch lin tc trong sut vng i ca khch hng. Cn trng phi hng vo chin lc nh ngha CRM l mt chin lc kinh doanh nhm t c li th cnh tranh lu di bng cch mang li gi tr ti u cho khch hng, t em li gi tr cho doanh nghip. Cho d cc cch nh ngha v Thng hiu (hay Qun l quan h khch hng) cn rt khc nhau v cn nhiu tranh ci nhng khi xem xt bn cht cng vic ca BM (hay CRM) th chng ta li tm thy s thng nht. Chng ta cng so snh BM v CRM thy r hn bn cht cng vic ca hai chin lc ny. V c bn, CRM v BM l khng ging nhau: BM CRM Gip khch hng thy c Tp trung vo vic qun l cng ty v/hoc sn phm quan h vi cc khch hng ca cng ty i din cho ci nhm tng li nhun; g; Cc vn thu ht, xy Tt c cc hot ng ca dng, pht trin v duy tr cng ty phi th hin s quan h trong vng i nht qun; khch hng l nhng ch Gi tr ca thng hiu chnh trong cc chng

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006

c hnh thnh theo thi trnh CRM; gian nhng cng ty cn xc CRM hot ng da vo nh c gi tr ngay t d liu; trong thit k chi tit ban D liu v khch hng u; c s dng mt cch ti Hu nh ton b n lc ca a hiu c hnh vi cng ty l nhm nh r du ca khch hng ng thi n ca thng hiu, ngha l nh hng cho cc chng xc nh gi tr ca cng ty trnh i thoi ph hp vi hay gi tr ca sn phm v khch hng; s ph hp ca nhng gi CRM tc ng n tt c tr vi khch hng; cc b phn, phng ban ca Cc c im, phong thi cng ty. Bi vy cc qu cng nh cch thc ca sn trnh kinh doanh nn tp phm, dch v ti tt c cc trung t trung tm v lan knh tip xc vi khch ta ra cc knh phn phi hng cn phi c xc ni tip xc trc tip vi nh thng qua chnh khch hng. thng hiu ch khng phi bt k mt hnh thc no khc. Nhng chng khng th tch ri, lun h tr ln nhau. Ta c th m t mi quan h ca BM v CRM nh sau: Trong khi CRM c coi l yu t cng, tng i c th th BM li mm hn, linh hot v c tnh tru tng hn. BM gii quyt cc vn v gi tr (values), cc thi (attitudes), hnh nh ca t chc (images), cc t ng (words) v s sng to (creatives). Cn CRM th lm vic

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006

vi cc vn nh d liu v phn tch d liu, t chc v vn ho, cc qu trnh kinh doanh, cng ngh v cc chun mc. BM gn vi cc nhu cu v tm l ca khch hng vi cc c trng ca hng ho, dch v ca cng ty, cn CRM gii quyt cc vn lin quan n vic xy dng v duy tr cc mi quan h vi khch hng. BM gip hnh hnh nn cc mong mun, yu cu, xut ca khch hng, cn CRM li tip nhn nhng mong mun v xut p ng nhu cu ca khch hng. Nhn chung, BM v CRM khng mu thun, cng khng phi l nhng cch tip cn Marketing khc nhau m hai chin lc ny kt hp rt hi ha vi nhau. Qun l thng hiu s xc nh gi tr ca hng ha, dch v. Vic cung cp nhng hng ha dch v phi c t chc sao cho nht qun vi cc gi tr c xc nh. Qua , ta xc nh nhng mong mun, yu cu ca KH a ra nhng li cho hng ph hp.

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Cng ty TNHH in thoi Vn Chung

a ch: 157 ng Tin ng, ng a, H Ni Tel: 04 3 5375995 Fax: 04 3 5376006

CRM a ra cch tip cn bi bn qun l quan h vi cc khch hng. CRM to ra nhng c ch a thng hiu n vi nhng khch hng bit v a thch thng hiu . Trong thc t, nu t chc khng xy dng c thng hiu ca chnh mnh cng nh khng xc nh c nhng nhu cu v mong mun ca khch hng th vai tr ca v hiu qu ca CRM s b gim i rt nhiu. L Minh Tm

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