LI M U

Nhng nm tr li y, b mt nn kinh t, x hi Vit Nam c nhiu chuyn bin

tch cc. Tc tng trng kinh t mc kh. Tnh hnh chnh tr, x hi n nh, i
sng nhn dn ngy cng c ci thin v nng cao. y l kt qu ca chnh sch m
ca, tng bc a nn kinh t Vit Nam hi nhp vo khu vc v th gii. Trong bi
cnh , cc loi hnh kinh doanh bn bun, bn l hin i dn c hnh thnh v pht
trin trong mi quan h vi qu trnh cng nghip ha, o th ha ti Vit Nam. Hnh thc
kinh doanh phn phi bn bun ang ngy cng c m rng bt nhp vi tc
pht trin ca nn kinh t. Tuy nhin, khng phi doanh nghip no cng gt hi c
thnh cng trong lnh vc ny. Cnh tranh khin cho cc doanh nghip phn phi lin tc
a ra nhng chnh sch thc y cu tiu dng hng ha ca khch hng, chnh sch gia
tng lng khch hng v cc chnh sch cng c hnh nh ca mnh tn ti v pht
trin. Bng nhng i mi v quy trnh bn hng, dch v khch hng, nhng ci tin v
cng ngh v c bit l cc chng trnh Marketing c th, cc doanh nghip phn
phi bn l ang n lc ht mnh ginh ly ch ng quan trng trong tm tr khch
hng mc tiu ca mnh.
Chnh v l , qun tr quan h khch hng tr thnh mt chin lc quan
trng trong cc cng ty. u t vo cc mi quan h vi khch hng l s u t ng
n, mang li hiu qu cao. Vic qun l cc mi quan h khch hng khng ch gi
chn khch hng m cn to nn mt li th cnh tranh rt ring v mnh ca cc doanh
nghip. Cng ty trch nhim hu hn MM Mega Market Vit Nam tin thn l Metro
Cash & Carry Vit Nam l mt in hnh trong ngnh bn l vi c th kinh doanh ph
hp vi vic nghin cu ti ca nhm l: Qun tr quan h khch hng (CRM) ti
Cng ty trch nhim hu hn MM Mega Market Vit Nam (Metro Vit Nam).

Chng 1: C s l lun v qun tr quan h khch hng (CRM)

1.1

Cc quan nim v qun tr quan h khch hng

Thut ng CRM xut hin t u nhng nm 1990 trong gii hc thut v cc

hng t vn ca m vi nhng tn tui nh tin s Jagdish Sheth ca trng kinh doanh
Goizeta, i hc Emory (Atlanta), Jim Bessen ca cng ty Intergraph (trong bi bo ng
trn tp ch Harvard Business Review HBR s thng 9 v 10 nm 1993) hoc Hugh
Bishop ca cng ty Aberdeen. Hin nay trong nc c nhiu doanh nghip p dng
CRM nhm lm tng mi quan h vi khch hng v xem y l yu t then cht dn n
s thnh cng. Vy CRM l g, c nhiu cng ty, cc nh chuyn mn a ra cc nh
ngha khc nhau. Sau y xin trch dn mt s nh ngha:
CRM l mt chin lc kinh doanh nhm la chn v qun l cc mi quan h
khch hng. CRM i hi trit l v vn ha kinh doanh hng vo khch hng h tr
hiu qu cho marketing, bn hng v dch v.
Mt chin lc kinh doanh n lc tm kim cch ci thin kh nng sinh ra
doanh thu v li nhun ca doanh nghip bng cch hiu hn v khch hng v phn phi
gi tr ti h.y l mt cch dch chuyn t hng vo sn phm sang hng vo khch
hng.
CRM l vit tt ca customer relationship management qun tr quan h khch
hng. l chin lc ca cc cng ty trong vic pht trin quan h gn b vi khch
hng qua nghin cu, tm hiu k lng nhu cu v thi quen ca h. Thit lp mi quan
h tt p vi vi khch hng c ngha c bit quan trng i vi s thnh cng ca
mi cng ty nn y l vn ht sc c ch trng.
Cc nh ngha khc nhau nhng thng nht v mt t tng. Mt cch tng qut
chng ta c th hiu v crm nh sau: CRM l h thng nhm pht hin cc i tng
tim nng, bin h thnh khch hng, v sau gi cc khch hng ny li vi cng ty.
Ni nh vy CRM s l mt tng hp ca nhiu k thut t marketing n qun l thng
tin hai chiu vi khch hng, cng nh rt nhiu cng c phn tch v hnh vi ca tng
phn khc th trng n hnh vi mua sm ca tng khch hng. Hin nay, vic nh gi
nhn nhn v CRM c doanh nghip nhn nhn trn nhiu quan im khc nhau. Trn
cc trang web c rt nhiu bi vit v CRM vi nhng quan im, gc nhn khc nhau.
Nhn chung, khi nim v CRM ang c xc nh theo ba quan im: cng ngh, chu
trnh bn hng v chin lc kinh doanh. ( theo ThS. Bi Thanh Hun, Qun tr quan h
khch hng, Trng i hc Kinh t Nng)
1.1.1 Qun tr quan h khch hng l cng ngh
Quan im ny coi CRM nh l mt gii php cng ngh, tr gip cho nhng vn
lin quan n khch hng. Theo quan im ny, CRM l kho thng tin c thu thp
t nhiu ngun khc nhau cng vi nhng phng php phn tch, thut ton phc tp
a ra nhng bo co gip doanh nghip (DN) c ci nhn tng th v khch hng, th
trng v nhng vn cn quan tm khc trong kinh doanh.

1.1.2 Qun tr quan h khch hng l chu trnh bn hng

Theo quan im ny th CRM nh l nng lc ca DN v tip cn, thuyt phc,
mua bn v k hp ng vi khch hng thng qua chu trnh bn hng. Trn quan im
ny, CRM c hiu l quy trnh kinh doanh nm trong h thng qun l cht lng
ISO9000, vi cc DN th y l quy trnh trung tm ca c h thng qun l. Vic trin
khai h thng CRM trong DN se ch tc ng ti mt s b phn tip xc vi khch hng
nh: tip th, bn hng, k hoch
1.1.3 Qun tr qun tr khch hng l chin lc kinh doanh
Theo quan im ny, th CRM c coi nh chin lc kinh doanh l quan im
ton din nht. Quan im ny, coi CRM l chin lc kinh doanh nhm ti u ha li
nhun, doanh thu v s hi lng ca khch hng, l mt chin lc tng hp vi nh
hng khch hng l trung tm nhm nng cao sc cnh tranh trn th trng. Vi quan
im ny th CRM mang tm v m v thng c nhng nh lnh o v nhng thnh
vin ch cht ca DN a ra tng, quyt nh.
Cho n nay, c s l lun v CRM vn ang c xy dng v hon chnh nhng
c th ni rng CRM theo ngha rng phi l mt chin lc kinh doanh vi mc ch
nh hng v khch hng v CRM khng th ch l dch v khch hng thun ty nh
nhiu ngi quan nim.
Da trn quan nim ny cho rng CRM l chin lc kinh doanh, c th ni rng
CRM l qu trnh tm kim, chn lc, xy dng, pht trin v duy tr mi quan h lu di
vi khch hng nhm nm bt nhanh nht nhng nhu cu ca h v tho mn nhng nhu
cu . CRM l mt phng php ton din nhm thit lp, duy tr v m rng cc quan
h khch hng.
Chng ta hy phn tch k hn hm ca nh ngha ny:
Trc ht, t ton din y c ngha l CRM khng ch thuc v lnh vc kinh
doanh v tip th, CRM khng phi l trch nhim ca ring nhm dch v khch hng,
n cng khng phi l sn phm sng to bi b phn cng ngh thng tin. Mc d, b
phn no cng c th l ngi dn u v CRM trong ni b cng ty, nhng thc cht
CRM l phng thc kinh doanh lin quan n mi lnh vc ch khng phi ch thuc v
mt nhm lnh vc ring bit no . Khi CRM ch c y thc cho mt b phn no
ca DN thi quan h khch hng ca DN s b suy yu i., nu cng ty khng a ra mt
b phn no vo k hoch CRM th chnh cng ty t quan h khch hng ca
mnh vo ri ro.
T kha th hai ta cn hiu l phng php. Mt phng php l cch thc
gii quyt mt vn no . CRM l mt cch t duy v x l cc mi quan h
khch hng.
Tip theo l t thit lp, duy tr v m rng. CRM ni v ton b chu trnh
khch hng, khi trin khai chin lc CRM, DN s phi thu thp v phn tch d liu v
khch hng ca mnh. T ngun thng tin phong ph ny, DN c th hiu v d bo hnh

vi ca khch hng. Khi hiu khch hng hn th vic tip cn khch hng, thuyt phc
khch hng s d thnh cng hn.
Cui cng, xt ngha ca quan h khch hng. Trong nn kinh t hin nay, khi
m vic giao dch kinh doanh c th din ra gia nhng t chc, c nhn cha tng gp,
khng cn gp v bit v nhau t hn nhiu theo ngha giao tip gia ngi vi ngi.
CRM lin quan n vic to cm nhn tip xc mc cao trong mi trng k thut
cao.
Tm li, phn ln khch hng mun giao dch vi cc t chc hiu c iu h
cn v mong mun. CRM gip cho cc nh qun l cc mi quan h khch hng hiu qu
hn, gip t chc c th ct gim chi ph, ng thi tng kh nng sng cn ca sn
phm, dch v m t chc cung cp.
1.2

Vai tr, c im v mc tiu ca qun tr quan h khch hng

1.2.1 Vai tr ca qun tr quan h khch hng

CRM mang li cho DN s gia tng v gi tr DN cng nh l doanh thu v li
nhun thng qua nhng kin thc v am hiu v khch hng ca mnh nh:
+ Xc nh mc tiu c nhm n: Khch hng ca DN l ai?
+ Xt mi quan h ca khch hng vi i th cnh tranh: Khch hng ang giao dich vi
DN no trong hin ti?
+ Nhu cu, mong mun ca khch hng: Khch hng mong mun c giao dch vi DN
nh th no trong tng lai?
+ Li ch m khch hng em li: Gi tr v li ch khch hng em li l g?
Bng cch cung cp cc cng c v a ra nhng thng tin hu ch cho vic ra
quyt nh kinh doanh cho DN nh:
+ Chin lc kinh doanh tng hp
+ Nhng khch hng nn thit lp mi quan h
+ Loi knh giao dch no cn phi cng c v pht trin
+ Lm th no t chc, tp trung hot ng kinh doanh ca DN theo mt quy trnh
hon ho v ph hp vi chin lc kinh doanh
Vi s tr gip ca mt chng trnh CRM c hiu qu, cc DN c th:
+ Cung cp cho cc khch hng c dch v tt hn
+ Nng cao hiu qu ca trung tm h tr khch hng
+ Tr gip nhn vin bn hng thc hin n hng mt cch nhanh nht
+ n gin ha qu trnh tip th v bn hng
+ Tng doanh thu t khch hng

 l nhng ng gp to ln m CRM em li cho DN nu DN c c mt chin

lc CRM hp l, hiu qu.
1.2.2 c im ca qun tr quan h khch hng
T nh ngha ca CRM nu ln y cc c im ca CRM. C th l:
1.2.2.1 Qun tr quan h khch hng mang tnh ton din
CRM khng phi l trch nhim ca ring nhm dch v khch hng, n cng
khng phi l sn phm sng to bi b phn cng ngh thng tin. Mc d, b phn no
cng c th l ngi dn u v CRM trong ni b cng ty, nhng thc cht CRM l
phng thc kinh doanh lin quan n mi lnh vc ch khng phi ch thuc v mt
nhm lnh vc ring bit no . Khi CRM ch c y thc cho mt b phn no ca
DN thi quan h khch hng ca DN s b suy yu i, nu cng ty khng a ra mt b
phn no vo k hoch CRM th chnh cng ty t quan h khch hng ca mnh
vo ri ro.
1.2.2.2 Qun tr quan h khch hng l mt phng php
CRM l mt cch t duy v x l cc mi quan h khch hng. Phng php
CRM ca cng ty c vai tr nh l tiu chun cho cc chin lc khc ca cng ty. Chin
lc thit lp phng hng cho cng ty v bt k chin lc no cn tr quan h khch
hng cng s lm cho cng ty i sai hng.
1.2.2.3 Qun tr quan h khch hng nhm mc ch thit lp, duy tr v mi rng quan
h khch hng
CRM ni v ton b chu trnh khch hng, khi trin khai chin lc CRM, DN s
phi thu thp v phn tch d liu v khch hng ca mnh. T ngun thng tin phong
ph ny, DN c th hiu v d bo hnh vi ca khch hng. Khi hiu khch hng hn th
vic tip cn khch hng, thuyt phc khch hng s d thnh cng hn.
1.2.3 Mc tiu ca qun tr quan h khch hng
C nhiu nh sn xut phn mm CRM in hnh l Microsoft, khi c hi v
mc tiu ca CRM h cho bit rng khng c mt tr li ging nhau cho tt c cc cng
ty nu bn hi 10 khch hng ca chng ti m t h s dng CRM vi mc tiu g, bn
s nhn c 10 cu tr li khc nhau. n gin v mc tiu v chin lc ph thuc
vo mc tiu v chin lc kinh doanh ca ton cng ty. Chng hn mt cng ty mun
pht trin h thng a knh thu ht khch hng mi, trong khi mt cng ty khc mun
c c li th cnh tranh t nhng thng tin khch hng bng cch khai thc c s d
liu khch hng cc cng ty c th theo ui nhng chin lc kinh doanh khc nhau,
do khng c chin lc kinh doanh no ging nhau. Nhng v ct li ca CRM l
gip cc doanh nghip s dng cng ngh v nhn lc nhm nm bt hnh vi v gi tr
ca khch hng. Cng ty s c c mt chin lc CRM thnh cng nu t c mc
tiu ct li ny. y l c s cho cc cng t c nhng mc tiu c th sau:
Cung cp dch v cho khch hng tt hn

 T chc trung tm giao dch

Gip nhn vin kt thc mt thng v tt hn
n gin ho qu trnh bn hng v tip th
Pht hin cc khch hng mi
Tng doanh s
1.3

Ni dung qun tr quan h khch hng

1.3.1 Xy dng c s d liu chung cho khch hng

Bc quan trng th nht hon thnh mt gii php CRM l vic t chc mt
c s d liu hoc mt file thng tin
Khi nim v c s d liu: Mt c s d liu l mt tp hp cc tp tin c lin quan
vi nhau, c thit k nhm lm gim thiu s lp li d liu.
Mc tiu ca to lp c s d liu khch hng:

Truy cp d dng, tit kim thi gian v thun li cho vic chia s thng tin gia
cc b phn khc nhau trong t chc

C s d liu marketing l c s phn tch, nh gi c im, gi tr ca khch

hng h tr thc hin phn loi khch hng v cung cp thng ip, sn phm hay
dch v ti khch hng hiu qu nht.

L c s ch yu t nh hng cc chin lc, k hoch marketing

Cung cp cc thng tin chnh xc v cn thit cho hot ng marketing trc tip
thng qua cc cng c nh direct mail, telemarketing

Ni dung ca c s d liu khch hng

D liu c tm quan trng quyt nh n chin lc marketing, do vy bt c mt
t chc no cng phi quan tm n thit lp c mt d liu v khch hng. Nhng
quy m, tnh h thng v hiu qu ca c s d liu ph thuc vo ni dung v k thut
thu thp, tp hp v t chc d liu. Vy ni dung ca mt c s d liu bao gm nhng
g.
Mt c s d liu c th bao gm nhng thng tin v:
1. Thng tin v khch hng hin ti v khch hng tim nng: nhng d liu c bn
nh tn, a ch, s in thoi, email; i vi cc khch hng t chc cn thm
cc thng tin cn thit nh c im ngnh kinh doanh ca khch hng, vn ho t
chc, ngi c quyn quyt nh cao nht nhng thng tin ny s to iu kin
thun li cho vic tip xc, gp g v thng thuyt vi khch hng
2. Cc cuc giao dch: thng qua cc cuc giao dch s cung cp cho doanh nghip
v lch s mua ca khch hng vi cc d liu c th nh: gi thanh ton, ngy
giao nhn hng, nhp mua sm, ln mua sm va qua ca khch hng, quy m

mi ln mua hng. Phn tch cho loi s liu ny vi loi s liu v khch hng c
th cho php chng ta d on khch hng c khuynh hng mua loi sn phm
no. Phn loi khch hng theo gi tr m h mang li cho cng ty
3. Thng tin v phn hi ca khch hng i vi cc chin dch marketing ca doanh
nghip: phn hi ca khch hng sau khi doanh nghip tung ra cc chin dch c
ng (khuyn mi, qung co, hi ngh khch hng) c th l nhng phn hi
ca khch hng thng qua cc tng ca marketing trc tip, cc cuc thm
ving ca khch hng, vic gia tng doanh s hay cc lin h khc ca khch hng
4. Thng tin v sn phm: y l nhng thng tin v nhng sn phm c
khuyn mi theo cch thc no, u, khi no v nhng phn hi thu nhn c t
khch hng
5. Thng tin m t: phn on th trng v nhng d liu phn tch c lin quan.
Nh nhng thng tin v c im nhn khu (tui, ngnh ngh, a l) hoc a
v x hi phong cch, vn ho ca khch hng
Thu thp d liu t u:
Cng ty c nhiu cch c c d liu khch hng thng qua nhiu phng tin
khc nhau, v c th ng thi s dng nhiu phng tin.
+ Theo cch truyn thng, lc lng bn hng s h tr c lc tong vic cung cp cc
thng tin v khch hng, cc cuc giao dch vi khch hng. Ngi bn hng s cung cp
ln cp trn nhng s liu lin quan n cc thng v bn hng theo sn phm, nhn
hiu v theo khch hng thng qua cc bn bo co ngy hay tun, cc ho n, phiu
bn hng. Hoc thng qua cc s sch ca cng ty, cng l mt ngun thng tin di
do hi ch cho vic n gi
+ Nhng d n nghin cu th trng cng c th gp phn xy dng c s d liu khch
hng t chnh cc khch hng
+ Ngy nay cng ngh thng tin bng n, khng mt cng ty no c th ng ngoi cuc.
Nhiu doanh nghip chuyn dn sang kinh doanh trc tuyn, tham gia vo thng mi
in t, hoc xy dng website. Thng qua website cng ty thu nhn v lu tr thng tin
trc tip t khch hng, hoc nhn c phn hi trc tip mt cch nhanh chng. Cc
doanh nghip c th thu thp d liu v khch hng thng qua cng ngh th: th thanh
ton, th bo him, th thnh vin,
+ Ngoi ra cn c cc cng c marketing trc tip nh: Direct mail, telemarkting, v
nhng tip xc khc vi khch hng
c nhiu cng ty tht bi v khng c mt m hnh c s d liu hiu qu,
tn km trong vic thit k mt h c s d liu. C rt nhiu cng ty ln hin nay
phi u t hng triu la dn dp v t chc li khi d liu khng l nhm xy
dng mt nn tng d liu v mt gii php hp l h tr hot ng kinh doanh.

Mt vn t ra sau khi c nhng d liu v thng tin v khch hng l cng ty

s tch hp cc ngun d liu khc nhau nh th no c c mt c s d liu thng
nht tp trung gip ngi s dng c ci nhn tng qut v khch hng. Mt cng ty
trong danh sch fortune 500 ang trin khai CRM ln th 4, nhng ln trc tht bi do
cc nhn vin khng chu chia s d liu cho nhau khi mi ngi qun l mt kha cnh
trong quan h khch hng.
1.3.2 Phn tch, thng k d liu
Bc quan trng th nht hon thnh mt gii php crm l vic t chc mt c
s d liu hoc mt file thng tin.
Phn tch d liu da trn cng ngh v kh nng nhy bn ca ngi phn tch
nhm khai thc gi tr d liu, ng dng kt qu phn tch vo nhng cng vic c th
nh sau:
Nm bt cc thng tin v khch hng: cc mi lin h, cc c im hnh vi ca khch
hng trc khi bt u mt cuc giao dch
Phn loi khch hng theo nhiu gc : c im nhn khu, gi tr kinh doanh, trng
thi hnh vic s lp k hoch chin lc: nh v, marketing chin lc
Hoch nh chin lc, ngn sch u t cho cc quan h khch hng, cc nhm khch
hng chin lc, v nhm khch hng khng c kh nng sinh li. T cng ty bit tp
trung vo nhm khch hng chin lc no, b qua nhm khch hng no
Tm kim khch hng tim nng
1.3.3 La chn khch hng
Vic la chn ng khch hng cho mnh l rt quan trng v phi c xc nh
ngay t u. DN phi nhn nh c u l khch hng ca mnh, doanh thu v li
nhun h em li, n c ngha nh th no vi hot ng ca cng ty. Nu ch tp trung
vo n t hng l cha , bi l c n t hng khng ng ngha l c li. Cn phi
quan tm n li nhun ca hp ng, v phi d on chnh xc c gi tr thu c t
hp ng cng nh t khch hng. Cc nh qun l cng phi nm bt c u l mc
chun trong tnh trng li nhun ca cng ty mnh, t c bin php thc y doanh
thu t pha khch hng.
Tip phi xem xt DN xc nh c gi tr li nhun trong nhng khch
hng ca mnh cha? Bi l c th p ng c nhu cu ca khch hng nhiu khi
DN s phi b ra nhng khon chi ph pht sinh thm v c th nh hng ti li nhun
chung m khng em li mt kt qu c th no c. Tuy nhin nu nhng khon chi ph
em li cho DN nhng hp ng khc trong tng lai th vic tm thi thua l l hon
ton chp nhn c.
DN cng nn n nhng mi quan h c gi tr sinh li nhiu hn. Yu t no
khin nhng i tng khch hng ny mang li li nhun cao hn cho cng ty? u l
mt hng v dch v u th thu ht c nhng v khch tim nng? Ngoi ra cn mt

vi yu t khc na cn tm hiu thm trong qu trnh giao dch vi nhng v khch hng
ng qu ny, chng hn nh nhn nh v nh gi ca h, nhng yu cu nhc im
cn c khc phc c hai bn Cui cng l vic so snh hai i tng khch hng:
mt bn l c gi tr li nhun thp v mt bn l c gi tr li nhun cao. i chiu nh
vy c th tm kim thm nhng i tng khch hng c c im sinh li ging nh
khch hng hin ti ca DN, hoc bit cch trnh xa nhng v khch khng c cht li
ch no trong cng vic kinh doanh.
C th ni, trong bt k mi mi trng kinh doanh nao, chin lc nhm ng
vo i tng khch hng lun lun quan trng. Nht l trong tnh trng kh khn, li
nhun gim st, th vic la chn khch hng mt cch khn ngoan li cng c ngha
vi cng vic kinh doanh ca DN. Tp trung mi n lc ca cng ty, nhm ng vo
nhng i tng khch hng c gi tr sinh li cao s ng ngha vi vic m bo li
nhun n nh cho cng ty.
1.3.4 Xy dng mi quan h
Sau khi xc nh c khch hng mc tiu, phn loi c khch hng, th bc
tip theo l lm th no nh hng ti khch hng mc tiu, truyn thng ti khch
hng mc tiu, chuyn i nhng khch hng tim nng thnh khch hng thc s ca
cng ty, v tng cung lng trung thnh ca h.
C th ni y l nhim v kh khn nht trong qu trnh pht trin CRM. y l
bin php thuyt phc khch hng s dng sn phm ca mnh, li ko khch hng t i
th cnh tranh. V vy chng ta cn nh trng tm l ca ngi tiu dng, ca khch
hng. Hiu v p ng mong mun v nhu cu ca khch hng, cng c th p dng
chng trnh khuyn mi c bit cho khch hng nh l tng qu vo nhng ngy l, k
nim ca cng ty, chi nhnh, cc chng trnh vip, cc khch hng mi. Tt c nhng
vic ny, nhm to n tng tt v hnh nh ca DN trong lng khch hng, gy thin
cm ca khch hng, t gia tng khch hng cho cng ty.
1.3.5 Thu thp nhng thng tin khc c lin quan n khch hng
H thng CRM nh m t trn ph thuc rt nhiu vo c s d liu khch
hng, cng nh vic phn tch s liu v to dng mi quan h vi khch hng. Tuy
nhin, h thng CRM gp phi mt thch thc ln nh cc h thng x l thng tin khc
l mu thun gia mong mun p ng nhu cu khch hng v lng thng tin t khch
hng cn thu thp, x l. Vic thu thp thng tin c nhn ca khch hng cho php DN
hiu r khch hng hn v tr gip tt hn.
Mt s thng tin sau y v khch hng l rt quan trng v cn c thu thp x l:
Nhng iu quan trng cn bit:
+ Tn chnh xc ca khch hng
+ a ch v s in thoi ca khch hng
Nhng iu t nh cn bit

+ Trong qu kh khch hng thanh ton mua hng nh th no

+ Khch hng hin ang l c quan h vi DN no
+ Nhu cu ca khch hng ra sao?
+ Khch hng s dng dch v, sn phm g ca DN cha? Phn ng ca khch hng
nh th no v cht lng sn phm, cng nh thi tip n ca nhn vin
Nhng iu khng phi ai trong cng ty cng bit
+ Tui ca khch hng
+ Mc thu nhp ca khch hng
+ Tnh trng hn nhn v con ci trong gia nh
+ Trnh hc vn
+ S thch ca khch hng
Nm bt c cc thng tin trn th gip cho DN s hiu khch hng hn, hiu
c nhu cu v mong mun ca h a ra cc chng trnh, pht trin cc gi sn
phm dch v ph hp nhm p ng yu cu ca khch hng.
1.3.6 nh gi hiu qu
nh gi hiu qu c coi l qu trnh quan trng nht ca CRM, n l nhng g
m gt hi sau khi pht trin h thng CRM, th hin hai gc : mt l nh gi hiu
qu m CRM mang li cho hot ng kinh doanh ca DN, li nhun ca DN. Hai l nh
gi tnh trng hin ti, v xu hng tng lai lm c s cho vic ra chin lc kinh
doanh.
1.3.6.1 nh gi hot ng qun tr quan h khch hng
Khc vi cc tiu ch nh gi thng thng da trn cc cn c v ch s ti
chnh, vi CRM phng thc nh gi hiu qu cn ly khch hng lm trung tm. nh
gi CRM cn thc hin vi cc hot ng bn trong DN v cc hot ng c lin quan
n chnh cc khch hng ca DN
Mt s ch tiu thng c s dng nh:
nh gi bn trong
+ Gi tr t c t khch hng
+ T l hon thnh mc tiu ra
+ Khong thi gian t khi thu nhn, x l thng tin n khi ra quyt nh thc hin
+ T l trao i, s dng thng tin v khch hng i vi cc b phn c lin quan
+ T l bn hng cho cng mt i tng
+ Kh nng tip nhn thng tin t pha khch hng
nh gi bn ngoi

+ T l chuyn t quan tm sang mua sn phm

+ Mc tin cy ca khch hng vi DN: thng hiu, sn phm, cht lng dch v,...
+ T l thay i cc thnh phn ca sn phm theo yu cu khch hng
+ T l khng hi lng ca khch hng s dng sn phm
1.3.6.2 nh gi ca hot ng qun tr quan h khch hng
Nh cc h thng phn mm ng dng khc, h thng CRM c hiu nh l mt
cng c cung cp cho DN cc d liu thng k, phn tch v khch hng. Nhng d liu
thng k ni ln iu g, nh hng tip theo ra sao th hon ton ph thuc vo
ngi s dng cc thng tin , nng lc ca ngi lnh o DN v l b quyt kinh
doanh ca mi t chc c nhn . Tuy nhin, vn t ra l: thu nhn v tch ly cc
kinh nghim nh th no? C th chuyn nhng kinh nghim thnh ti sn chung
ca DN c hay khng? Bng cch no ang l thch thc i vi nhiu DN. Trn thc
t, nh gi ca CRM chnh l vn to nn s khc bit r rng nht gia cc h thng
CRM vi nhau. u l tiu ch quan trng nht nh gi h thng CRM c ph hp
vi nh gi ca DN hay khng, t a ra quyt nh la chn.
CRM l mt h thng xuyn sut, c mt trong hu ht qu trnh kinh doanh ca
DN. N mang li nhiu hnh thi kinh doanh khc nhau ty thuc vo mc ch v kh
nng s dng ca n v s dng. Trn thc t, kh tm c m hnh m hnh c th cho
h thng CRM. Do vy, vi xu hng s ha v thng tin, cng s cnh tranh gay gt
trn th trng th vic la chn mt gii php CRM c nn tng cng ngh tt lun t
ln hng u l iu hon ton d hiu.
1.4

Cc nhn t nh hng ti hot ng qun tr quan h khch hng

1.4.1 Nhn thc t pha nh qun l

CRM s khng th thnh cng nu khng c s quan tm su sc t pha cc nh
qun l cao cp. Nhng nhn vt ny nn sn lng tham gia v lnh o h thng CRM
vi mong mun em li nhng kt qu tt nht cho DN. Cc cng ty s nhiu kh
khn, vng mc trong qu trnh trin khai CRM nu cc nh qun l cp cao khng ph
mc quyn qun l v iu hnh cho mt b phn ring bit. CRM cn s h tr t tt c
mi thnh vin trong cng ty, c bit l ban lnh o v b phn IT, thay v mt
nhm cc nhn vin t mnh iu hnh v x l cc vn pht sinh. Trc tin hy xc
nh cc quy trnh lm vic v tc ng ca CRM, sau mi ngh n cc yu t k
thut khi trin khai. Yu t con ngi khi p dng CRM l mt trong nhng thch thc
ln nht. Do vy, yu cu t ra l cc nh qun l cp cao trong cng ty cn tham gia t
u qu trnh trin khai CRM v phi lm sao h thng CRM c ng dng mt cch
tt nht, hiu qu nht.
1.4.2 Nng lc, trnh ca i ng nhn vin
y l nhng ngi s trc tip thit k cng nh trin khai chin lc CRM cho
cng ty, v vy nng lc trnh hiu bit ca h nh hng rt ln ti cht lng cng

nh thnh cng ca CRM. Mt i ng nhn vin gii, nhit tnh, nng ng s l nn

tng vng chc cho k hoch CRM. C th ni trnh ca i ng nhn vin ng vai
tr to ln i vi s thnh cng trong hot ng CRM.
1.4.3 Vn ha doanh nghip
C rt nhiu nh ngha v vn ha. Theo E.Herit th ci g cn li khi tt c
nhng ci khc b qun i- ci gi l vn ha. Cn UNESCO li c mt nh ngha
khc v vn ha: Vn ha phn nh v th hin mt cch tng qut, sng ng mi mt
ca cuc sng din ra trong qu kh, cng nh ang din ra trong hin ti, qua hng
bao nhiu th k n cu thnh mt h thng cc gi tr truyn thng, thm m, li
sng, v da trn tng dn tc khng nh bn sc ring ca mnh.
Vy vn ha l g? Vn ha DN l ton b cc gi tr vn ha c gy dng nn
trong sut qu trnh tn ti v pht trin ca mt DN, tr thnh cc gi tr, cc quan nim
cc tp qun, truyn thng n su vo hot ng ca DN v chi phi tnh cm, np suy
ngh v hnh vi ca mi thnh vin ca DN trong vic theo ui v thc hin nhng mc
tiu, to nn nt p gi tr ca DN .
Mt gii php CRM khng ch l mt gi phm mm mi. N l c mt thay i
v t duy, v cch thc kinh doanh, v cch qun l nhn s. Thnh cng trong p dng
CRM nm trn i vai ca nhng nhn vin sn sng chia s thng tin v khch hng v
i tc. Tinh thn cng tc ny khng phi n gin m c. Cc nhn vin c th hoi
nghi rng khi chia s thng tin, h chng khc g em c hi dng cho ngi khc. Tuy
nhin, nu lm cho cng nhn vin hiu rng CRM to nn c hi cho tt c mi ngi
th t l thnh cng s cao hn r rt.
Do , mt vic quan trng m DN cn lm l cho mi ngi thy mt v d thc
t, khi chia s thng tin lm li cho ton b cng ty, vi ngha bao gm tt c cng nhn
vin ca n. Vic qun l phi hng ti xy dng vn ha DN da trn nn tng li ch
ca DN t trn li ch c nhn. t c mc tiu ny, cng nhn vin nhng ngi
s dng CRM, phi thy c bng chng thc s rng thng tin m h chia s c s
dng thc y cc hot ng kinh doanh, v c thm mt i tc mi s em li li ch
cho tt c mi ngi trong cng ty.
S tht l mt chin lc CRM c xy dng trn c s nn tng vn ha DN s
m bo kh nng thnh cng ln hn rt nhiu. Bi l khi , chin lc CRM s c
tip nhn mt cch d dng hn, v vic trin khai cng nhanh chng, thng nht hn.
Vn ha DN c hnh thnh t nhng ngy u tin v l gi tr ct li, c trng nht
ca mi DN. CRM da trn nn tng vn ha DN tc l m bo c ph hp v kh
thi cho chin lc ny, iu cn li l c gng duy tr v ng dng CRM mt cch thng
nht trong ton b t chc DN.
1.4.4 Cng ngh phn mm qun tr quan h khch hng
Nh h thng phn mm CRM, nhn vin giao dch s d dng nhn ra nhiu i
tng khch hng, phi hp vi cc b phn k thut khch trong cng ty thc hin cc
hot ng marketing, bn hng v cung cp dch v ph hp, nhm ti u ha li nhun

v mang li s hi lng cao nht cho khch hng. CRM cn gip ban lnh o cng ty
xem xt, nh gi hiu qu cng vic ca cc nhn vin c th a ra c cc chnh
sch khen thng hoc k lut. Nhn chung, phn mm CRM c cc chc nng sau:
+ Chc nng giao dch: phn mm CRM hot ng tng t nh i vi chng trnh
outlook ca Microsoft. N cho php bn giao dch th in t trong mng li ngi s
dng h thng 4CRM, ng thi giao dch th tn vi bn ngoi nh khai bo cc ti
khon POP3.
+ Chc nng phn tch: phn mm CRM cho php cng ty to lp, phn tch thng tin
qun l v theo di nhng vic cn lm, chng hn cng vic din ra vi khch hng no,
trong bao lu, thuc d n hay ti no, do ai chu trch nhim.
+ Chc nng lp k hoch: phn mm CRM gip bn b tr lch lm vic cho c nhn,
cho tp th, gm lch lm vic ngy, tun, thng.
+ Chc nng khai bo v qun l: phn mm CRM cho php khai bo v qun l cc mi
quan h vi khch hng nm c l i tng no trn c s nhng thng tin h
s n gin v h. CRM gip xc nh c nhng khch hng no thng xuyn quan h
vi cng ty, cng ty c nhng cuc hn lm vic vi khch hng no, khch hng l i
tc lin quan ti k hoch no cn u tin
+ Chc nng qun l lin lc: phn mm CRM cho php qun l v theo di cc cuc gi
in thoi trong cng ty, gip bn t c k hoch vo nhng thi gian no cn gi cho
ai, goi trong bao lu v bn thc hin cha hay qun mt
+ Chc nng lu tr v cp nht: phn mm CRM cho php bn c v ghi ti liu d l
bt c dng vn bn g. Nh , ngi s dng h thng CRM c th chia s vi nhau v
cc ti liu dng chung, nhng ti liu cn cho mi ngi tham kho. c bit khi nhn
vin i cng tc xa, anh ta vn s dng c mt cch d dng kho ti liu chung ca
cng ty mnh, ng thi c th gi vo nhng h s ti liu mi cho ng nghip bt
chp khong cch khng gian, a l C th ni, CRM loi b hon ton vic gi vn
bn nh km qua th in t n vi mi ngi mt cch ri rc nh trc y.
+ Chc nng h tr cc d n: phn mm CRM cho php khai bo v qun l thng tin
cn thit v nhng d n m cng ty bn cn lp k hoch v trin khai.
+ Chc nng qun l hp ng: phn mm CRM cho php qun l danh sch cc hp
ng km theo, d l nhng nguyn bn hp ng lu di dng pdf.
+ Chc nng qun tr: phn mm CRM chi php cc nh qun tr cng ty xc lp vai tr
v v tr ca nhng nhn vin bn hng, nhn vin quan h khch hng, qua qun l v
pht huy ht vai tr, kh nng ca h.
C th thy cng ngh phn mm CRM c rt nhiu tin ch c th ng dng v em li
hiu qu i vi DN. Tuy nhin, cng cn lu rng khng phi lc no cng ngh mi,
hin i cng em li thnh cng. Cc t chc p dng thnh cng CRM lun tm kim
phng n n gin nht khi trin khai k hoch CRM ca h. Mt gii php cng ngh

n gin v thn thin vi tt c, nhn vin v c khch hng, hiu qu hn mt gii php
cng ngh cng knh, tn km v km thn thin.
1.4.5 Cc nhn t bn ngoi nh hng n h thng qun tr quan h khch hng
Mi trng kinh t x hi: tc tng trng kinh t v thu nhp bnh qun trn u
ngi l yu t thc y sc mua ca ngi tiu dung, thng qua tc ng gin tip n
nhu cu sn xut v mua sm ca khch hng t chc. Sc mua ca nn kinh t to thnh
doanh thu v li nhun cho cc doanh nghip. ng thi cng xut hin nhiu i th
cnh tranh v mc cnh tranh ngy cng mnh hn. Vic u t vo chin lc CRM
va l mt yu cu thit yu va to iu kin thun li tng tnh hiu qu hot ng kinh
doanh ca t chc.
Chnh ph: chnh ph c to iu kin thun li cho cc hot ng kinh doanh ti Vit
Nam, c bit l cc doanh nghip trong ngnh sn xut cng nghip v kinh t tr thc:
ng dng cng ngh thng tin vo qun l v cc hot ng kinh doanh, hin i ha sn
xut thng qua cc chnh sch nh chnh sch u t v pht trin vo pht trin khoa hc
cng ngh, chnh sch o to, cc hi tho khoa hc, pht trin mi trng cng ngh
thng tin trong nc tt c cc yu t cng to iu kin thun li cho mt nn cng
nghip sn xut phn mm. Nn sn xut cng nghip phn mm l mt lnh vc mi
trong nc, n ng vai tr nh mt nn kinh t tr thc khng th thiu c trong vic
to ra li th cnh tranh trong mi trng cnh tranh ngy nay. H thng CRM cng
chnh v th ngy cng hon thin hn, va d tng thch vi cc doanh nghip trong
nc va thun li cho ngi s dng. Vai tr ca chnh ph cn th hin vic to ra
mt mi trng php l: bo v bn quyn, mt mi trng kinh doanh cng bng
Mi trng cng ngh: cc chin lc kinh doanh ngy nay chu tc ng ln ca cng
ngh thng tin. l mt yu t tng tnh cnh tranh ca cc cng ty. Mi trng kinh
doanh cng pht trin c ngha rng nn tng cng ngh thng tin cng cao, th cng to
iu kin thun li cho vic ng dng crm ti cc doanh nghip th hin cc im sau:
+ Hm lng cht xm cao trong lao ng
+ S ph bin ca cng ngh thng tin gip ngi s dng tm kim, tip thu v thch
ng nhanh vi s thay i trong iu kin kinh doanh ngy cng thay i
+S pht trin ca nn cng nghip sn xut phn mm, cnh tranh gia cc cng ty phn
mm c li cho cc t chc s dng: s cho ra i cc phin bn ngy cng u vit hn,
gi phn mm cng cnh tranh hn, gim bt chi ph cho cc doanh nghip s dng.
1.5

Cch thc la chn v xy dng chin lc qun tr quan h khch hng

1.5.1 Cc tiu ch la chn chin lc qun tr quan h khch hng ph hp

1.5.1.1 Ph hp vi mc tiu, nh hng pht trin ca doanh nghip
C th ni khi lm bt k iu g, c bit l trong kinh doanh th c th tn ti
v pht trin th bn thn mi DN cn phi c nhng phng hng pht trin ph hp.
y l iu kin u tin v quan trong nht nhm nh hng cho qu trnh nghin cu

v tm gii php CRM ph hp vi DN. Tuy nhin th khng phi DN no cng ti

iu ny v khng coi y l mt yu t quan trng trong khi cn nhc v gii php CRM
ca mnh.
Mc tiu v nh hng pht trin ca DN ph thuc ln vo quy m ca DN v
DN c ton quyn quyt nh cho mnh. Do qu trnh tm hiu la chn gii php
CRM ca DN tm c quy m nh khc hon ton so vi DN c tm c quy m ln. iu
ny cng d hiu bi l nhu cu dch v khch hng ca mt cng ty quc t, cc cng ty
xuyn quc gia c chi nhnh ti nhiu thnh ph ln trn th gii khc bit rt ln so vi
ca mt cng ty ch hot ng trong lnh th mt nc duy nht.
1.5.1.2 D dng v thun tin trong trin khai v s dng
Khng phi c mang v nhng cng ngh cao cp, hin i mi lm nn thnh
cng cho chin lc CRM ca DN. M ngc li, DN nn tm kim phng n n gin
nht c th cho k hoch CRM ca mnh. Hn na, chin lc CRM cng cn phi m
bo yu cu l ph hp vi c cu t chc v vn ha DN ca mnh. Nu l mt DN m
cc nhn vin cha c thi quen s dng internet th nn xy dng mt h thng CRM
ni b cho mnh, iu ny s to s d dng trong vic tch hp nhng ng dng vn c
ca DN cng nh khng gy kh khn cho nhn vin trong qu trnh lm vic. Ngc li,
h thng CRM trc tuyn vi u im d dng trong to dng h thng, an ton v s
dng kh thun tin li ph hp vi nhng DN tm c, c sn h thng thng tin ni b,
hoc nhng DN nh nhng tc pht trin nhanh cng nn s dng h thng CRM trc
tuyn v DN c th ng dng cho cng ngh CRM hng u th trng m khng qu tn
km chi ph cho vic u t thm vo phn cng hay phn mm.
1.5.1.3 Kh nng ti chnh ca doanh nghip
Nu nh cc mc tiu kinh doanh, chin lc pht trin ca DN c xc nh
r rng, vn tip theo cn phi quan tm l: thc hin nhng mc tiu , DN c
th b qua mt khon ngun vn l bao nhiu?
Chi ph ban u thp nht cho mt gii php CRM cha hn c li, n gin v
chi ph ban u ch chim mt phn nh trong tng chi ph DN s phi b ra cho mt gii
php CRM. Thng thng chi ph b ra mua quyn s dng mt gii php CRM ch
chim 30% tng chi ph; 70% chi ph cn li l dnh cho: iu chnh h thng CRM theo
yu cu khch hng, tch hp vi cc ng dng khc, duy tr h thng, trin khai, o to
s dng h thng v nng cp h thng.
Tr khi nhng chi ph ny c tnh ton trc, nu khng th DN s cn phi
thng lng vi cc nh cung cp, v cc nh cung cp thng c thi quen a ra mc
chi ph cao hn thc t. Kt qu l chi ph cao s khin vic ng dng CRM tht bi. DN
cn hiu rng y l 1 yu t kh quan trng khi cn nhc mt gii php CRM.

Chng 2: Thc trng hot ng qun tr quan h khch hng ti Cng ty

trch nhim hu hn MM Mega Market Vit Nam (Metro Vit Nam).
2.1.

Gii thiu v Metro Vit Nam

2.1.1. Tp on Metro, Metro Cash & Carry

Tp on Metro l tp on bn bun, bn l quc t c tr s ti c, ng th
ba Chu u v th t trn Th gii, cung cp cc dch v a dng cho tt c cc i
tng khch hng bng cc h thng phn phi khc nhau bao gm: Metro Cash & Carry,
Real, Media Markt v Saturn, Galeria, Cc cng ty dch v b tr. Trong Metro Cash
& Carry l h thng bn s t phc v hiu qu v em li ngun thu ln nht cho Tp
on Metro ( chim khong 48% tng doanh s ca Tp on).
Metro Cash & Carry (MCC) c thnh lp t nm 1964 ti c, l h thng bn
bun t phc v hng u th gii. c bit, MCC tp trung vo cc th trng tr, sc
tng trng cao v linh hot ti Chu , Chu u, Trung ng v Bc Phi. Vi 50.000
sn phm thc phm v phi thc phm, MCC p ng c hu ht nhu cu ca khch
hng chuyn nghip.
2.1.3. Cng ty TNHH MM Mega Market Vit Nam (Metro Vit Nam):
Cng ty TNHH MM Mega Market Vit Nam (tn c l Metro Cash & Carry Vit
Nam) c thnh lp ngy 28 thng 3 nm 2002 ti Bnh Ph, TP. H Ch Minh, trc
thuc h thng Metro Cash & Carry ca Tp on Metro
Ngy 7/1, Tp on Metro AG ca c c thng bo hon tt bn cng ty
Metro Cash & Carry Vit Nam cho tp on TCC Holdings ca Thi Lan. Vic thay i
ng k kinh doanh ca Metro Vit Nam, bao gm thay i ch s hu v thay i ngi
i din theo php lut v thay i tn thnh Cng ty TNHH MM Mega Market Vit Nam
c hiu lc t ngy 28/12/2015. Cng ty vn gi li thng hiu Metro v cc m hnh
hot ng c nn ti s vit tt Cng ty TNHH MM Mega Market (Vit Nam) l
Metro Vit Nam.
TCC Holdings l mt trong nhng tp on u t hng u Thi Lan thuc s
hu ca t ph Charoen Sirivadhanabhakdi ngi ang dnh s quan tm c bit n
th trng Vit Nam. TCC Holdings ng vai tr l c ng chnh trong nhiu cng ty
thuc kim sot ca t ph Charoen nh Berli Jucker, TCC Land, ThaiBev,
Fraser&Neave Sau khi nhng quyn thnh cng, Berli Jucker Public Company

Limited (BJC), Cng ty thnh vin ca Tp on TCC s tip tc khai thc th trng ln
y tim nng ca METRO Cash & Carry Vit Nam to lp thi gian qua.
Hin ti, Metro Vit Nam c tt c 19 trung tm bn s vi 3300 nhn vin ang
hot ng trn ton quc. 19 trung tm bao gm: 03 ti thnh ph H Ch
Minh, 03 ti H Ni, v 01 trung tm cc thnh ph Bin Ha, Bnh Dng, Vng
Tu, Cn Th, Long Xuyn, Qui Nhn, Nng, Hi Phng, Vinh, H Long, Nha
Trang, Bun Ma Thut, Rch Gi v mi nht l H ng. Ngoi ra, nng cao m
bo cht lng sn phm khi a n tay khch hng, Metro Vit Nam cn c 02 trung
tm trung chuyn, phn phi rau qu t ti Lm ng v c ti ti Cn Th; 02 trung
tm chuyn vn phng phm ti Tp. HCM v H Ni.
2.2.

Phn on khch hng

Vi c th l mt cng ty phn phi, tham gia vo th trng bn bun, Metro
xc nh khch hng ca mnh l nhng i tng mua vi s lng ln hoc mua vi s
lng theo n v tnh ca Metro.
Khch hng ca Metro bao gm:
- Khch hng HORECA: l nhng khch sn, nh hng, qun bar hay cng-tin
ln, c nhu cu mua sm hng ha vi s lng ln phc v cho cng vic kinh doanh
ca mnh. Nhng sn phm ch yu m nhm khch hng ny tiu th l cc thc phm
kh, thc phm ti sng, ha phm, cc dng c phc v nh bp, sn phm dt may
ginh cho bung, phng v ng phc ca nhn vin. Khch hng HORECA mua sm
thng xuyn theo n t hng hng ngy v thng yu c nhng yu cu v h tr
vn chuyn. Tuy s lng khch hng HORECA ch chim khong 20% s khch hng
ca ton Metro nhng doanh thu t nhm khch hng ny chim n 65% doanh s bn
ca Metro. iu ny cho thy, y l mng khch hng rt tim nng. Tuy nhin, trong
giai on kinh t kh khn, cc nh hng, khch sn khng thu ht c nhiu khch nh
trc dn n nguy c ct gim s lng hng ha mua sm ti Metro. y l mt thch
thc khng nh i vi cc cp lnh o chin lc ca Metro nhm duy tr doanh s bn
v li nhun trong thi k khng hong khi nhm khch hng trng im ct gim tiu
dng.
- Khch hng l cc cng ty, vn phng, trng hc: c nhu cu mua hng ha
phc v nhu cu ca ni b. Nhm khch hng ny mua sm khng thng xuyn nhng
gi tr mi n hng thng ln. Cc sn phm ch yu m nhm khch hng ny c nhu

cu l vn phng phm. T l nhm khch hng ny so vi tng th khch hng mc

tiu chim khong 11%. Hin nay,Metro ang y mnh chin lc bn hng tp trung
vo nhm khch hng ny, c bit l nhm khch hng trng hc. Bi y l nhm
khch hng c nhu cu tiu dng kh ln v n nh ngay c khi nn kinh t ri vo trng
thi suy thoi.
- Khch hng Trader: l nhng khch hng mua bun s lng ln bn l ra
ngoi th trng. Khch hng Trader mua sm hu ht cc loi sn phm ca Metro. y
cng l nhm khch hng c s lng ng o (chim khong 60% tng s khch hng
ca Metro). Nhm khch hng ny n tn kho mua hng v t vn chuyn. Gi tr
mi ha n mua hng kh ln vi rt nhiu chng loi hng ha khc nhau. Khch hng
Trader khng n kho mua hng thng xuyn m theo nh k hoc ty thuc vo th
trng, khi lng hng ha m cc khch hng trc tip ca h tiu th.
- Khch hng Family: l nhng khch hng mua hng ha theo n v tnh ca
Metro phc v cho tiu dng. Khi x hi ngy cng pht trin, cng vic bn rn khin
cc b ni tr khng th i mua sm thng xuyn. Chnh v th, xu hng mua sm ti
siu th phc v sinh hot ca h gia nh ang ngy cng pht trin. Nhm khch
hng ny hin ti cha c pht trin v cha phi l khch hng mc tiu ca Metro.
Tuy nhin,trn thc t lng khch hng ny n mua sm ti Metro l kh ln. y
chnh l nhng khch hng tim nng m Metro cn xem xt c chin lc bn hng
hp l.
Vi mi i tng khch hng, cng ty u c nhng chnh sch bn hng khc
nhau bng vic p dng cc mc gi, chng trnh khuyn mi, dch v vn chuyn v
cc chnh sch khc nhm phc v mt cch tt nht nhu cu a dng ca khch hng.
2.3.

Hot ng marketing nh hng khch hng

Metro Vit Nam thc hin hot ng marketing mc tiu nhm hng ti cc
nhm khch hng mua trin vng. Theo chin lc kinh doanh, Metro Vit Nam tp trung
ch yu vo cc i tng khch hng chuyn nghip nh nh hng, khch sn, cng tin,
cng nh cc ca hng bn l c quy m va v nh, cng cc cng ty v dch v v vn
phng. Metro Vit Nam em li cho nhm khch hng mc tiu hiu qu hot ng ln
hn so vi chui cung ng a tng, ng thi gip nhm khch hng ny nng cao hiu
qu cng vic kinh doanh. Metro Vit Nam cung cp cho khch hng gii php "n
mt ni c th mua c nhiu loi hng ha" (one stop shopping), gip h phn loi
hng, cung cp cc sn phm cht lng cao vi gi tt nht vi ngun cung n nh.

C th khng nh, b quyt thnh cng ca Metro Vit Nam nm chnh trit l
kinh doanh linh hot, c th p ng c mi nhu cu ca khch v c th tng nc,
ni Metro Vit Nam ang hot ng. Metro Vit Nam c cch kinh doanh c o l
khch hng s t mnh n cc trung tm Metro mua v vn chuyn hng ha thay v t
hng qua cc nh cung ng.
Trong chin lc kinh doanh ca mnh, Metro Vit Nam c nhng yu cu c bn
i vi nh cung cp v cht lng, nhn hng ha, chui cung ng hin i, tnh an ton
v v sinh. c bit, h thng vn chuyn hng ha hin i, khp kn bao gm cc xe
lnh nhiu ngn c trng ti ln v cc kho lnh trung chuyn l mt trong nhng u th
khc bit ca h thng cung ng ca Metro Vit Nam ti Vit Nam, gp phn m bo
cht lng n nh v s ti mi ca sn phm trong qu trnh bo qun, vn chuyn.
nhiu tnh thnh, Metro Vit Nam thnh cng trong vic xy dng cc ngun cung cp
hng ha trc tip, gim hao ht v gip nng dn bn vi gi tt; ng thi cung cp
cho khch hng nhng sn phm c cht lng, ngun gc r rng.
M hnh bn s B2B (t kinh doanh n kinh doanh) ca Metro Vit Nam chng
minh tnh u vit i vi cc nn kinh t mi ni nh Vit Nam. M rng u t tip
cn khch hng, m rng hot ng kinh doanh ca mnh, gip doanh nghip ni a tng
trng v nm bt c hi kinh doanh t nhng khch hng tim nng ny. V c bn
Metro Vit Nam nhm n nhng thnh ph c s ngi kinh doanh quy m ln v
nh tim nng, ng thi p ng c s lng khch hng cn thit cho mt trung tm.
2.4.

Phn tch gi tr cung ng cho khch hng

Mua hng ha vi mc gi thp nht c th c ti Metro: Vi phng php tip
cn nh sn xut v h thng mua hng chuyn nghip, Metro lun mang n cc hng
ha cht lng c mc gi thp nht c th cho Khch hng.
Ngun hng n inh: Vi h thng GMS qun l ngun hng ha qua h thng
my tnh c lin kt gia cc trung tm Metro ton quc s m bo lun c mt lng
hng ha sn c p ng nhu cu ca Khch hng.
a im mua sm l tng: Vi hn 25.000 chng loi hng ha t thc phm
n phi thc phm, gip khc hng tit kim c thi gian mua sm khi mi th khch
hng cn u c ti Metro.
Gi m ca hp l: M ca mi ngy bt u t 6h00 sng n 9h00 ti.

Cht lng hng ha c m bo: Chng trnh qun l cht lng v quy
trnh bo qun hng ha hin i ca Metro m bo p ng c nhu cu ca khch
hng v cht lng ca ngun hng ha.
Gi xe min ph: Bi gi xe rng ri thong mt sc cha cho cc phng tin
xe lu thng.
Dch v hu mi: i ng nhn vin thng xuyn c o to v hng dn,
lun lun sn sng phc v v gii p mi thc mc yu cu t khch hng.
Chng trnh khuyn mi: Cc chng trnh khuyn mi thng xuyn v u n
cch 2 tun mt ln ti Metro. Bn cnh , Metro cn a n nhiu chng trnh siu
khuyn mi hng qu. L khch hng Metro, s nhn c Metro Post cch 2 tun/ln
hoc E-blasting (qua email) vi cc thng tin khuyn mi hp dn.
H thng tnh tin cht ch v minh bch: Ha n mua hng l ha n gi tr gia
tng, to thun li cho cc khch hng chuyn nghip trong khi lm vic cng vi cc c
quan nh nc.
Chi ph thc, gi tr thc: Chng loi hng ha cht lng v a dng vi mc gi
thp nht c th, Metro thc s a n cho khch hng gi tr thc cho chi ph b ra.
Vit nam gm 3 nhm khch hng chnh gm: h thng nh hng, nhng ngi
bun bn nh v doanh nghip cung cp sut n cng nghip s l th trng tt tiu
th sn phm ca Metro Cash&Carry.
Metro l mt tp on siu th bn s thc phm ca c chuyn phc v cc
khch sn nh hng v cc n v kinh doanh n ung ln. Nhng khch hng ln ny
chim ti hn phn na doanh thu ca Metro Vit Nam vi khong hn 100 triu USD
trong nm 2013. Cng tc khng ch vi nh cung cp, cng ty cn m rng ra vi khch
hng. in hnh l quan h lu di ca cng ty vi khch sn 5 sao New World.
Tng gim c ca Metro v New World Hotel vo nm 2002 ng vic th
nghim xy dng quan h chin lc trong Metro s cung cp phn ln cc nhu cu
ca khch sn ny. C bn l Khch sn ny s mua mi th m Metro c th cung cp.
Kt qu l hn 97% hot ng thu mua ca khch hng ny n t Metro xp x 130
ngn USD mt thng.
Mi quan h i tc ny c xy dng trn s cng tc cht ch v chia s thng
tin trong vic xy dng k hoch t hng v b sung. C hai bn c ra nhn vin chuyn
trch theo di v qun l quan h chin lc ny bao gm: Key account manager ca
Metro v Procurement Manager ca New World.
Gim c mua hng ca khch sn c th gi cho gim c khch hng Metro vo
bt k lc no trong gi lm vic yu cu giao hng gp v Metro s giao hng ngay
lp tc thm ch l trong ngy ngh cui tun. Hn th na Metro lun gi nhn vin

khch hng sang New World gim st giao hng v nh gi cht lng cng vi bn
khch sn.
New World t hng 3 ln mi tun vo th hai, t v su u n. Vi chu k n
hng nh vy gip Metro c thi gian chun b hng v tit kim thi gian cho nhn vin
bn khch sn. Chi ph vn ti cng c gim thiu bi c th tn dng c xe ti ln.
Metro cng gia hn tn dng cho i tc c bit ny vi mc thanh ton chuyn khon 2
ln mi thng.
Mi quan h ny cn ph thuc vo vic trao i thng tin gia gim c bn
hng ca Metro v gim c mua hng ca khch sn. Gim c mua hng s gi in
cho gim c bn hng 4 ln mt tun nh gi cht lng ca cc n hng trong
tun. Ngoi ra nhn vin Metro cng c nhim v kp thi thng bo cho khch sn khi
c s bin ng hay thiu ht sn phm khch sn c nhng iu chnh kp thi. Cng
nh vic thng tin vi nh cung cp s tng tc gia Metro vi khch hng cng rt n
gin, c bit ha nhng rt hiu qu.
2.5.

Thc trng hot ng qun tr quan h khch hng ti Metro Vit Nam
Xut pht t quan im kinh doanh ca mt nh phn phi bn bun, cng ty
to dng cho mnh mt ngun hng ha phong ph, a dng v chng loi v kiu dng,
p ng y nhu cu ca cc i tng khch hng mc tiu. Cc mt hng u c
m bo v tiu chun cht lng, lun to c s tin cy ca khch hng. C cu hng
ha theo t l ni a ha l 90/10, khng ch mang n c hi kinh doanh cho cc doanh
nghip Vit Nam, m cn to nn thi quen dng hng ni trong khch hng. Khng
nhng th, ngun hng c phn b kh hp l v c lu chuyn linh hot gia cc
kho, to nn s thng sut trong dng chy hng ha. Chnh v th t xy ra hin tng
hng tn kho ny v thiu ht kho khc.
Gi c hng ha kh n nh v lun mc cnh tranh so vi gi th trng. L
doanh nghip phn phi bn bun u tin trn th trng Vit Nam, li l thnh vin ca
mt tp on phn phi ni ting th gii, Metro Vit Nam c li th v tnh chuyn
nghip trong tt c cc khu. Cng vi gii php tit kim chi ph kho bi, chi ph trang
tr kho, vic nh gi thp l mt li th ng k ca Metro so vi cc nh phn phi
khc. iu ny gip cho Metro tr thnh nh phn phi hng u ti th trng Vit Nam.
Gi c c iu chnh linh hot theo tng thi im khc nhau gip kch cu, gia tng
doanh s bn v gim bt c lng hng ha tn, hng ht date, km phm cht (c
bit vi cc mt hng rau c qu, ti sng). Khi th trng c bin ng v gi c, cng
ty lun ch ng nm chc tnh hnh v iu chnh gi ph hp nhng vn gi mc gi
thp hn gi th trng.

H thng cc kho (cc siu th) u c xy dng nhng thnh ph ln, ng

dn c, vi quy m kh ln, trang b y thit b cn thit c th phc v tt nhu cu
mua sm ln ca khch hng.
Ngun nhn lc nhit tnh vi cng vic, c kin thc chuyn mn, c o to
bi bn v c s thch nghi cao l mt trong nhng ti sn qu gi ca cng ty. Cng tc
tuyn dng, la chn, nh gi nhn vin c tin hnh kh chuyn nghip, gip tm
kim c nhng ngi ph hp vi cc v tr thiu, t gim c chi ph hun luyn
li, chi ph tuyn dng nhiu ln.
Khng ch ch trng n hot ng kinh doanh ca doanh nghip, Metro cn thc
hin quan im Marketing hin i, l Marketing hng n cng ng. Chnh v th,
xut pht t tng bo v mi trng, Metro tr thnh doanh nghip u tin ni khng
vi ti nilon v khuyn khch khch hng ca mnh s dng ti c th dng nhiu ln.
Chnh chin lc ny gip Metro to c nim tin v s ch khng ch ca cc cp
lnh o m cn ca chnh khch hng mc tiu.
Bn cnh nhng u im , Metro Vit Nam cn c nhng hn ch trong hot
ng Marketing. Tuy thnh lp lu, c tip nhn tnh chuyn nghip ca mt tp
on phn phi c ting trn th gii nhng nhn chung hot ng Marketing ca Metro
cha thc s ni bt. Metro ch ch trng vo bn hng c nhn. Trong , kinh nghim
ngh nghip ca mi nhn vin c cao hn c. Vic chm sc khch hng cha
c thc hin trit . Nhng khch hng thng ch ng tm n mua hng ti Metro
do h c nhu cu ch khng phi do Metro khi gi v tm cch tha mn nhu cu ca
h.
Hot ng xc tin bn vn nng v gim gi v t c s i mi. Vic gim gi
thng xuyn cc mt hng to cho khch hng cm gic hoi nghi v cht lng sn
phm. Mt khc, hu ht cc siu th v trung tm thng mi khc u s dng bin
php ny. Do , khch hng s cm thy nhm chn v khng hng th. Ngoi ra vic
thc hin chin lc chi ph thp nn cc dch v m Metro cung cp cho khch hng cn
rt hn ch. Metro ch h tr vn chuyn cho nhng khch hng ln v mua thng
xuyn. Cn li, nhng khch hng nh hn phi t vn chuyn hng ha ca mnh.
Lc lng nhn vin ngnh hng mng, kim nhim qu nhiu vic nn khng
gii p c ht cc cu hi ca khch hng lin quan n sn phm. i khi nhn vin
cha hiu ht v sn phm nn khng th cung cp thng tin cho khch hng mt cch
y . y l nguyn nhn dn n s khng hi lng ca khch hng, lm mt i hnh
nh p ca Metro trong tm tr khch hng.

Chng 3: Gii php hon thin h thng qun tr quan h khch hng ti
Cng ty trch nhim hu hn MM Mega Market Vit Nam (Metro Vit Nam).
3.1

nh hng chin lc CRM ca Metro Vit Nam

T ma thc tin nhn thy Metro Vit Nam ang c nhiu li th khi trin khai h
thng CRM. Metro c th dng im mnh ca mnh, nm bt cc c hi khc phc
im yu v cc thch thc t pha mi trng, T c th a ra chin lc CRM ph
hp vi iu kin kinh doanh ca mnh.
Chin lc ly khch hng lm trung tm trong mi hot ng ca Metro v thng
nht ti mi v tr ca mi kho hng trn c nc. iu ny chng t Metro cn tp trung
nhn mnh vo ch C Khch hng trong CRM. Hay c th hn, nhu cu khch
hng ng vai tr quan trng, quyt nh, nh hng cho s pht trin ca doanh nghip.
Theo , mi nhn vin cn c o to v lm vic theo phong cch chuyn nghip,
thc s c tinh thn nhit tnh, hiu qu p ng nhu cu hin ti ca khch hng.
Metro cng cn phi hp vi nhim v xy dng mi quan h tt vi khch hng
bng vic phc v tt ti cc kho hng ca Metro. Vi c th kinh doanh t la chn
hng ha, thanh ton tin v t vn chuyn, Metro tit kim mt cch ti a chi ph cho
vic bi tr gian hng trong kho, cng nh vic phc v khch hng ca cc nhn vin ti
kho. i ng nhn vin mng, kim nhim qu nhiu vic nn khng th c tinh thn,
thi phc v khch hng mt cch tt nht. iu ny chc chn lm nh hng n uy
tn v thng hiu chung cho h thng Metro trn c nc. Bng vic duy tr chng
trnh o to ban u, o to thng xuyn, thc y nh gi phn hi thng tin v
khen thng, Metro mi c th chc chn nhng nhn vin ca mnh khng lm ny sinh
rc ri vi khch hng ti cc quy hng. Tt c cc nhn vin thuc cc b phn khc
nhau u phi lm vic theo ng kh nng ca mnh trong vic thit lp v duy tr cc
mi quan h khch hng.
Mt chin lc CRM thnh cng l chin lc ng n, ph hp vi tnh hnh thc
t ca doanh nghip. Theo , t c chin lc CRM hiu qu, Metro Vit Nam
cn xc nh nhng yu t sau:
-

Mc ch trin khai CRM ca Metro

Chin lc pht trin khch hng t khch hng tng lai n khch hng c
di b Metro
Kh nng ti chnh
Chin lc qun l cc kho trn c nc
Mc tiu tng trng
Chin lc tip th v qung b dch v ti khch hng

Vai tr ca ban lnh o cng ty trong vic trin khai chin lc CRM l rt to ln.
Nu chnh ban lnh o khng tin tng vo m hnh CRM mi th chc chn nhn vin
ca h cng s khng c nim tin vo vic thc hin chng trnh. Ban lnh o phi l
ngi nm quyn kim sot v tham gia gim st qu trnh thc hin c s iu chnh
kp thi cho ph hp vi tnh hnh thc t y bin ng.
3.2
Cc hot ng thc hin chin lc CRM
3.2.1. CRM Phn tch
3.2.1.1. Nhn din khch hng
a, R sot d liu
Cc ngun d liu:
- Ha n GTGT
- Thng tin cng khai ca cc Cng ty/ T chc:
+ Bn sao giy php KKD hoc giy php u t
+ Bn sao giy ng k m s thu
+ Giy gii thiu
+ Giy xc nhn tng s nhn vin lm vic chnh thc
+ Danh sch nhn vin c ngh cp th c xc nhn ca ngi i din theo
php lut
- Thng tin cng khai ca cc h kinh doanh:
+ Bn sao giy php KKD
+ Bin lai thu hoc giy ng k m s thu
+ Bn sao giy CMND ca ngi lm th hi vin
- Thng tin cng khai ca cc c nhn:
+ Bn sao giy CMND ca ngi lm th hi vin
+ Phiu ng k th hi vin tm thi ca Metro
- Website: metro.com.vn, facebook, email
- T cc phng Tele Marketing, Customer Marketing, Hu mi, H tr bn hng,...

 Bng tng hp thng tin khch hng

Khch hng c nhn

Khch hng t chc

- Tn Cng ty, lnh vc kinh doanh, a ch, s in thoi, s
fax, m s thu.
- S lng nhn vin lm vic chnh thc
- Thng tin ch th: tn, tui, gii tnh, s t, email, chc v,
- Tn, a ch, s in phng ban,...
thoi, email
- Thng tin ngi i din: tn, tui, gii tnh, s in thoi,
- Tui, gii tnh, s email, chc v, mi quan h,...
CMND
- Tn sut mua, s lng mua, cc mt hng thng xuyn
- Tn sut mua, s mua, thay i v loi hng mua,...
lng mua,...
- Nht k giao dch
Nht k giao dch
- Thi : hi lng, khng hi lng, yu cu
- Yu t tc ng n quyt nh giao dch: cht lng sn
phm, gi, dch v,...
- L do thay i hp ng giao dch hay kt thc giao dch,

b. khch hng t hin din

Qua cc chng trnh:
+ Khuyn mi
+ Hi ngh khch hng, hi ch m thc, trnh din nu n
+ Chng trnh gii php kinh doanh cho khch hng
3.2.1.2. Phn bit khch hng
a. Phn bit theo nhu cu
- Nhm Horeca (Hotel Restaurant Canteen): Mua phc v hot ng sn xut,
kinh doanh dch v
- Nhm Trader: Mua s v bn l ra th trng
- Nhm cc Cng ty, Vn phng, Trng hc: Mua phc v nhu cu ni b
- Nhm Family: Mua tiu dng

b. Phn bit theo gi tr

Loi khch hng

c im

- S lng hng mua ln

Khch hng cn
- Tn sut mua hng nhiu
duy tr (khch
- Doanh thu mua cao (trn 300 triu ng / nm)
hng trng im)
- L khch hng ca Metro trn 1 nm
- S lng hng mua ln nhng tn sut mua thp
- Tn sut mua hng nhiu nhng s lng hng mua ch trn mc trung
Khch hng cn
bnh
pht trin
- Doanh thu mua trn trung bnh ( trn 50 triu / nm)
- L khch hng ca Metro trn 6 thng
Khch hng c - S lng hng mua t
kh nng dch - Tn sut mua hng thp
chuyn
- Doanh thu mua di 50 triu / nm
- Khch hng ng k th Hi vin nhng cha bao gi i mua hng
Khch
hng
ti siu th trong vng 6 thng k t ngy lm th
khng em li li
- Khch hng kt thc giao dch ln cui cch thi im hin ti t nht
nhun
1 nm
Khch hng mang - Khch hng khng thanh ton c trong thi hn hp ng, c tnh
li gi tr m
tr hon thanh ton trong nhiu ln giao dch
3.2.2. CRM Tc nghip
3.2.2.1. Knh tng tc
Nhm
khch hng

Knh tng tc

Family

- Trc tip: nhn vin tip tn, bn hng, thanh ton, hu mi ...
- Gin tip: Website Metro Vit Nam: thng tin v cc chng trnh
khuyn mi, gii p cc cu hi thng gp.

Horeca Trader
Cng ty, trng
hc, vn phng

- Trc tip:
+ Nhn vin vn chuyn, tip tn, bn hng, thanh ton, hu
mi,...
+ Nhn vin kinh doanh
- Gin tip:
+ Email
+ Metro Mail
+ Website Metro Vit Nam
+ in thoi
- Vi cc khch hng trng im: Metro xy dng b phn ph
trch khch hng trng im (cc Key Account) chuyn phc v
cho nhm ny. Ngoi nhng tng tc gin tip nh trn, cc Key
Account nhn mnh tng tc gin tip vi khch hng qua nhiu
hnh thc khc nhau xy dng mi quan h mt thit vi khch
hng.

3.2.2.2. C bit theo khch hng

Metro khng c bit theo khch hng, ch c bit dch v theo mt s i tng
khch hng
Th tn dng Metro
- i tng: Khch hng ca Metro, Visa v Vietin Bank
- Dch v:
+ Mua trc, thanh ton sau, min li ti a ln 45 ngy
+ Hnh thc thanh ton a dng
+ u tin t hng khuyn mi
+ Tng bo him tai nn (khi i du lch) ton cu ln n 500.000 USD cho ch
th hng Bch Kim.
Cu lc b vn phng
- i tng: Khch hng Metro thuc nhm cng ty, trng hc, vn phng
mua hng ti h thng Metro t nht 1 nm v doanh s mua vn phng phm mi
thng t nht 3 triu ng.
- Dch v:
+ Mua cng nhiu, thng cng nhiu

3.2.3. CRM Chin lc

3.2.3.1. Chui gi tr
Metro Vit Nam c cu trc t chc a l

Metro Vit Nam cha c phng

ban thc hin qun tr quan h
khch hng ton din. Hot ng
CRM c thc hin an xen vi
Marketing cc b phn hu mi, h
tr bn hng, Customer Marketing,
Key account v Tele Marketing.

3.2.3.2. Qun tr mng li

a, Nh cung cp
Metro Vit Nam t chc nhng hi ngh nh cung cp chia s cho cc nh cung
cp nhng thng tin v:
- Quy trnh kim tra v kim sot cht lng sn phm ca Metro
- Cc loi khch hng chuyn nghip ca Metro
- Nhng nhu cu c trng ca tng nhm khch hng v sn phm
- Hnh vi mua ca cc nhm khch hng
- Doanh s v sn lng bn hng thng, qu, nm.
b, i tc
Vi mi i tc khch nhau th Metro Vit Nam li xy dng mc quan h hp
tc khc nhau, v d:
i tc

Ngn hng
Vietin Bank,
Visa

Bo
him
Prudential
Vit Nam

Unilever Vit
Nam

Ni dung hp tc

Thng tin chia s

Hp tc pht hnh th tn
dng ng thng hiu vi
nhng tin ch thanh ton
vt tri cho khch hng
ca Metro, Vietin bank v
Visa
Prudential Vit Nam s
gii thiu v cung cp n
khch hng chuyn nghip
ca Metro nhng gi bo
him nhn th tit kim
c bit.
Hp tc t chc chng
trnh Chn ng mn
hng, ng vng sinh li
dnh cho khch hng l cc
ch tim tp ha ti 19 siu
th ca Metro trn ton
quc

- Tn Cng ty, lnh vc kinh doanh, a ch,

s in thoi, s fax, m s thu.
- Thng tin ngi i din: tn, tui, gii
tnh, s t, email, chc v, mi quan h,...
- Tn sut mua, s lng mua, doanh thu
bn...
- Nht k giao dch
- Kh nng thanh ton
- Tn Cng ty, lnh vc kinh doanh, a ch,
s in thoi, s fax, m s thu.
- Thng tin ngi i din: tn, tui, gii
tnh, s t, email, chc v, mi quan h,...

- Tn hiu tp ha, s in thoi, a ch, m

s thu
- Thng tin ngi i din hiu tp ha :
tn, tui, gii tnh, s t, email,...
- Tn sut mua, s lng mua, cc mt hng
thng xuyn mua, cc thng hiu u
chung,...
- Nht k giao dch

KT LUN

Xy dng mi quan h khch hng v ang tr thnh mt yu cu tt yu cho

s tn ti v pht trin ca mi cng ty trong thi bui cnh tranh ngy nay. Chnh quan
h khch hng s mang li doanh s v li nhun cho doanh nghip. xut pht t thc t
, Metro Vit Nam cn a vo dng chin lc CRM gip tha mn khch hng mang
li li nhun cao cho doanh nghip. Tuy nhin, lm c iu ny qu l khng n
gin. Hin nay, trn th gii cng nh Vit Nam xut hin nhiu gii php cng ngh
nhm qun l quan h khch hng ca cng ty. Tuy nhin, vn ca chin lc CRM
khng phi ch nm cng ngh m cn nm chnh ngun nhn lc ca doanh nghip.
Thnh cng ca CRM chnh l vic khch hng n mua sm ti Metro v quay tr li
mua sm trong nhng ln tip theo. Nhn thc c thc cht ca CRM, Metro s c cc
chin lc ph hp gi chn khch hng c, bin h thnh khch hng trung thnh, v
hn th na, Metro cng s thu ht c ngy cng nhiu khch hng mi thng qua s
tn nhim trn th trng. Trong tng lai khng xa, chng ta hy vng v mt mi trng
kinh doanh m khch hng lun c tn trng v tr thnh trung tm ca mi mi quan
h.