QT - Quan He Khach Hang (1)

7/31/2019 QT - Quan He Khach Hang (1)

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I HCTI CHNHMARKETING


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1.1 KHI NIM V QUN TR QUAN

H KHCH HNG (CRM)

1.2 LCH SPHT TRIN CA CRM

1.3 LI CH CA VIC P DNG CRM

TRONG DOANH NGHIP

1.4 M HNH V SVN HNH CAH THNG CRM

CHNG 1

TNG QUAN V CRM


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Nnkinhttoncubt uhnhthnhvphthuytcdng.

S hnhthnhcacccngtyxuynqucgiatonns lantarngvhngha.

Chuynmnhacaovphnchia abntheotnhchtcngvicngycngrrng

Trithccangitiudngnngcao, ngthivictriquamtloi

cccuckhnghonglmngitiudngcnthnhnvivicchitiu. GiihnqucgiatrnInternetkhng

cn.


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KHI M KHCH HNG TR

THNH THNG V QUYT NH STN TI HAYKHNG CA MI DOANH NGHIP

BNG CCH THCTIU TIN CA MNH


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Gichn khch hng l yu tquantrng duy tr hot ng kinhdoanh

Chi ph lun tng cao do mt khch

c v chiu d thm khch mi. Kt qu kinh doanh n nh vi mc

gia tng khng ng k, vng i

sn phm ngn li rt nhiu T l khch hng ch mua hng khic chng trnh khuyn mi gim girt cao.


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Cng ngh pht trin mnh dn n vicchnh lch v cht lng tnh nng giacc sn phm khng nhiu. Kh nng btchc qu nhanh nn vic trung thnh ivi thng hiu gim dn.

Chnh sch ti chnh tp trung v sit chttin t dn n vic xc nh vng quayng tin bt buc phi xem xt khi thchin chin lc pht trin.

Xu thmi cng ng khch hng trungthnh mi chnh l ti sn v to nn gitr ca mt thng hiu


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Ly shi lng ca khch hnggn cht khch hng vi hot ng kinh doanh

cng ty v xy dng cng ng khch

hng trung thnh vi thng hiu.

Nng cao cht lng sn phm dch

v, gi tr sdng dch vdnh cho cngng khch hng trung thnh.


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Lun lun to c hi tng tc vikhch hng trung thnh to c hi

nng cao li nhun thng qua vic duy tr cng

ng khch hng trung thnh.

Xy dng h thng thng tin khch

hng nhm n nh hng chnh xc chinlc pht trin cng ty trong giai on ton cu ha.


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XU HNGMI TRONGHOT NGCHIN LCC HNH

THNH L TTYU


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MC 1.1


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L mt sch lc kinh doanh i hi gili

cc mi quan h khch hng gia trnht. Thng qua vic thit lp mt t hp c h

thng thng tin v tiu sva li sng ca

khch hng nhm h tr ti a cho hot

ng marketing, bn hng va dch v hu

mi


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L s tch hp ton bchin lc

hot ng bn hng, tip th, dch v v

h tr, con ngi v cng ngh nhm n

mc tiu tiu ha s trung

thnh, s duy tr mi quan h

mt thitca khch hng ti a ha

li nhun.


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Lm mt chin lc kinh doanh c mc tiu l

chn la v qun l mi quan h

khch hng c gi tr nht.CRM lun yu cu mt vn ha, mt trit l kinh

doanh ly khch hng lm trngtm nhm h tr hiu nht cho cc hot ngtruyn thng, bn hng v chm sc.


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L chin lc kinh doanh m cng ty lun

lun sdng gia tng cht lng dch

v v li nhun bng cch nhn

cao shi lng cakhc hng, xy dng mt mi

quan h khng kt vikhch hng ca chnh mnh.


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L chin lc h tr kinh doanh ly khch hng lm trng

tm.

Thng qua shiu bit c h thng v khch hng

Gia tng shi lng ca khch hng

Gia tng strung thnh vi thng hiu ca khch hng

Pht trin h thng sn phm nhm p ng hon chnh nhu cu ca

khch hng.

To nn stng tc c th, thng xuyn vi cng ng

khch hng c chn la xy dng mi quan h khng

kht vi khch hng.


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MC 1.2


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Khi nim d liuMarketingc hnhthnh nh mt cng cnhm n vic o lnghiu qu nhn bit cc muqung co, cc chngtrnh qung co v xc nh

thi quen xem qung coca ngi tiu dng theotng khu vc.


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1. M hnh chin lc RelationshipMarketing c trnh by ti ihc Harvard - M da trn mts xc thc ch c 20% lngkhch hng em li 80% li

nhun cho cng ty.2. M hnh ny xoy su vo vic

nng cao s trung thnh ca

khch hng i vi thng hiuv da trn n nh mc tgtrng ca li nhun.


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1. M hnh chin lc CRM c xc nh l 1

trong nhng thnh t quan trng ca chin lc

hoch nh ngun lc pht trin cng ty. CRMc xem l mt chin lc song hnh.

2. Thay v chn thun l vic thu nht thng tin

khch hng nhm n li ch ring ca cng ty,

CRM cn h tr vic hiu r khch hng, c

to nn nhng hot ng khuyn mi ph hp

vi tng vng, tng i tng cng nh to nn

s tng tc hiu qu nht gia hai bn.

3. C th ni thng tin c xy dng trong chin

lc CRM lun Bit Ni


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500 1,000 1,500 2,000 2,500 3,000 3,500

SAP

Oracle

Salesforce.com

CegidimDendrite

Amdocs

Aspect

VerintWitnessActionableSolutions

Microsoft

SAS

Avaya

2,700

1,900

749

602

522

480

395

360

323

267

3,240

2,641

1,131

1,096

595

470

703

500

433

272

DOANHTHU(TRIUUSD)

NM2010

DOANHTHU(TRIUUSD)

NM2009

Ngun: Bo co ca AMR - 2010


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MC 1.3


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Gia tng doanh thu t vic mua tip sau v thchin nhng ngh tip theo. Cp s nhn khi

khch hng trung thnh ca h ho hc mua nhngsn phm v dch v mi. Gim thiu chi ph chobn sn phm mi.

Vic gi khch v lng trung thnh ca khch hngc nng cao: Nhn thc c khon tn tht

khng l trong vic khch hng ri b cng ty v lich qua li ln nhau ca s trung thnh, Li nhunc th tng n 100% v thm ch thm 5% na tcc khch hng TRUNG THNH.

Gia tng t l quay li ca khch hng, Vic thay th

mt khch hng mi s phi nh i gp 4 n 7ln vic gi li mt khch hng c. Ti a ha doanh thu trn c s ti a ha li nhun


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CRM lm cho li ch ca khch

hng cng s tng mt cchng k. CRM gp phn thcy mi quan h lu di gia

khch hng v doanh nghip,gip khch hng c hiu rhn, c phc v chu o hn

nh s thch, nhu cu S hi lng ca dch v snphm lun c chm cht vnng cao.


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Gip nh qun l nhanh chngthng k, phn tch, nh gitnh hnh kinh doanh ca doanhnghip t qu kh, hin ti vtng lai.

Gip nhn vin nm r thng tinv tng khch hng ca mnh a ra phng thc h tr

nhanh chng, hp l, to cuy tn i vi khch hng, gichn khch hng lu hn.


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NIT

I

CH SC GIA TNG

NGO

IBIN


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NGO

IBIN

NITI


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L THUYT 20/80 TRONG CHIN LC CRM

- 20% dn strn thgii nm

gi80% ti sn thgii- 20% khch hng m bo80% li nhun

- 20% sn phm em v 80%doanh thu

CHNH L CHIN

LC NHM GIATNG TR TUYTI CA CON S

20% NY


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MC 1.4


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XY DNG CSDLIU CHUNG V

KHCH HNGPHN TCH, THNG K DLIU, LP BO

CO HNG I TNG

LA CHN KHCH HNG

XY DNG MI QUAN H

THU THP NHNG THNG TIN C LINQUAN N KHCH HNG

NH GI HIU QU


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Xy dng c s dliu chung vkhch hng.

Phn tch, thng k dliu, lp boco hng i tng La chn khch hng

Xy dng mi quan h Thu thp nhng thng tin c lin

quan n khch hng

nh gi hiu qu

M HNH V SVN HNH CA CRM


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Documents

QT - Quan He Khach Hang (1)