Một số giải pháp chủ yếu nhằm nâng cao chất lượng chăm sóc khách hàng của lĩnh vực kinh doanh dịch vụ thông tin di động, nghiên cứu tình huống tại công ty thông tin di động VMS mobiphone

r«^ \ ^ f INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chifang trinh Cao hoc Quan trj Kinh doanh Quoc te LUAN VAN TOT NGHIEP •> X MOT SO GIAI PHAP CHU YEU NHAM NANG CAO C H A T LU^ONG CHAM SOC KHACH HANG CUA LINK VUC KINH DOANH DICH VU THONG TIN DI DONG, NGHIEN ClTU TINH HUONG TAI CONG TY THONG TIN DI DONG VMS - MOBIFONE NGO THI THU HA IeMBA#3 THANG 5, 2007 INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chirang trinh Cao hoc Quan trj Kinh doanh Quoc te BAN LUAN VAN N A Y DU'OC NO? CHO TRl/OnVG DAI HOC IRVINE (MY) VA KHOA QUAN TRI KINH DOANH HSB (DAI HOC QUOC GIA HA NOI) BAN LUAN VAN LA M O T PHAN BAT B U O C T R O N G CHU'ONG TAG THAC SY Q U A N TRI KINH DOANH QUOC TE THANG 5, 2007 TRINH DAO Phe duyet cua Chirong trinh Cao hoc quan trj kinh doanh quoc te Chu nhiem chuang trinh Toi xac nhan rang ban khoa luan da dap ung dugc cac yeu cau mot khoa luan tot nghiep thugc chuang trinh dao tao Thae sy Quan tri kinh doanh Chii tieh Hoi dong PGS.TS V u C o n g T y Chiing toi, ky ten duai day xac nhan rang chung toi da doe toan bg khoa luan va cong nhan ban khoa luan hoan toan dap ung cac tieu chuan ciia mot khoa luan Thae sy quan trj kinh doanh luang dan NCSVfla Nguyen Cac vien Hoi dong P G S T S V U TRI DUNG NCS T R A N P H U O N G NCS HA NGUYEN NCS-DANGNGOCSLT LAN DANK MUC CAC TlT VIET TAT BSC Base Station Controller BTS Base Transceiver Station BCC Business Co - Operation Contract CSKH Cham SOC khach hang CLDV Chat lugng dich vu CLDVCSKH Chdt lugng dich vu cham soc khach hang CLDVKH Chat lugng djch vu khach hang CIV Comvik/Kinnevik CTTTDD Cong ty Thong tin di dong CP Content Provider DV Djch vu DVCSKH Djch vu cham soc khach hang Call Forwarding Djch vu chuyin tilp cugc goi DVDD Dich vu di dong DVKH Djch vu khach hang DVVT • Dich vu vien thong GPRS Genaral Paket Radio Service GSM HLR i Global System for Mobile Communications Home Location Register IN Intelligent Network KH Khach hang MCA Missed Call Alert MMS Multimedia Messaging Service PUK Personal Unblocking Key PR Public relations SMS Short Messager Service VNPT Tap doan Buu chinh Vien thong TTDD Thong tin di dong TQM Total Quality Management USSD Unstructured Supplementary Service Data WAP Wireless Application Protocol DANK MUG BANG BIEU VA HINH VE Hinh Ten hinh Trang Chu'ong 1.1 Ranh giai hang hoa va dich vu 1.2 Su hinh ky vgng cua khach hang 11 1.3 Cac bac ky vgng cua khach hang 12 1.4 Moi quan he giu'a Chat lugng, Dich vu khach hang va Marketing 13 1.5 Mo hinh SERVQUAL: Khoang cach/Chenh lech CLDV BHSC 14 1.6 Mo hinh the hien moi quan he 10 yeu to chat lugng va ky vgng cua KH 17 1.7 He thong sang tao va cung cap DVKH vien thong 18 1.8 Giai phap kha nang canh tranh 24 1.9 Muc thoa man khach hang 25 1.10 Tai khach hang bo ta 35 Chirong 2.1 Bang mot so chi tieu ket qua cua nganh Vien thong 40 2.2 Bang so lieu thue bao toan mang di dong tij 2002 - 2006 41 2.3 Bang ty le thue bao c6 dinh, thue bao di dong tu 2002 - 2006 42 2.4 Thj phan cac mang DD tren t f Viet Nam tinh din cu5i nam 2006 46 2.5 So ca cau to chuc cua Cong ty Thong tin di dong VMS - MobiFone 52 2.6 Bieu tang truang thue bao MobiFone tu 2002 - 2006 67 2.7 Bieu Doanh thu - Chi phi - Lgi nhuan 2002 - 2006 67 2.8 Khoang each giira khach hang va Cong ty VMS 71 2.9 Cac hinh thue giao djch true tiep tai VMS - MobiFone 73 Quy trinh hoa mang cho cac thue bao 74 2.10 2.11 Quy trinh giai quyet khieu nai tai VMS - MobiFone 75 2.12 Thue bao rai mang 81 2.13 Giai quyet khieu nai - Phan anh cua khach hang 81 2.14 Ket qua tri khach hang 81 2.15 Muc giai quyet yeu cau 85 2.16 Muc hai long cua khach hang 86 Chuong 3.1 Mo hinh de xuat dich chuyen nhan luc 100 3.2 Mo hinh quan ly nhieu chieu c6 giam sat Ian 101 3.3 Du kien ti'ch hgp he thong thong tin ho trg DVCSKH 104 3.4 Mo hinh he thong tin tu dong danh cho khach hang 105 3.5 Ca c4u dao tao nhan lire de xuAt cho DVCSKH 107 3.6 De xuat cac chuang trinh tri khach hang 110 3.7 Mo hinh boat dong BHSC de xudt 121 3.8 De xuat to chuc bo phan Bao hanh sua chu'a 122 3.9 Toi uu hoa cong tac giai quyet khieu nai 124 MUC LUC PHAN MO DAU 1 Tinh tat yeu eua de tai I Muc tieu, pham vi eua de tai 2 Muc tieu 2.2 Phgm vi nghien cuu 3 Phuang phap nghien ctiu cua de tai Ket qua ciia luan van Ket cau cua luan van CHirONG i: biCH VU THONG TIN DI DONG VA DICH VU CISAM SOC KHACH HANG 1.1 Khai niem ve dich vu va dich vu thong tin di dong 7.7.7 Dich vu 1.1.2 Dich vu thong tin di dong 1.2 Khach hang, ky vgng eiia khach hang va chat lugng dich vu khach hang 10 7.2.7 Khach hang 10 1.2.2 Ky vong va su thod man cua khach hang 11 1.2.3 Chat luang dich vu khach hang 12 1.3 Dich vu khach hang vien thong va thong tin di dong 18 1.3.1 Dich vu khach hang vien thong 18 1.3.2 Dich vu khach hang thong tin di dong 19 1.4 Dich vu eham soc khach hang, vai tro, nguyen ly va phuang thue CSKH 22 7.^ Dich vu cham soc khach hang 22 1.4.2 Vai tro cua dich vu cham soc khach hang doi vai doanh nghiep 23 1.4.3 Mot so nguyen ly dich vu cham soc khach hang 25 1.4.4 Phuang thue dich vu cham soc khach hang 26 1.4.5 Nhitng nguai tham gia dich vu cham soc khach hang 27 1.5 Dich vu eham s6e khach hang thong tin di dong, vi tri va ngi dung 28 1.5.1 Dich vu cham soc khach hang thong tin di dong 28 1.5.2 Vi tri cua dich vu cham soc khach hang dich vu thong tin di 30 dong 1.5.3 Noi dung chu yeu cua DVCSKH thi truang DVTTDD 30 1.5.4 Nhung ton that khach hang rai bo doanh nghiep 34 1.5.5 Cac yeu to anh huang den chat luang DVCSKH linh vuc 36 TTDD CmfONG 2: THlfC TRANG DICH VU CHAM SOC KHACH HANG TAI 39 CONG TY THONG TIN DI D Q N G VMS - MOBIFONE 2.1 Khai quat thi truang vien thong & thong tin di dong a Viet nam 39 2.7.7 Khai qudt thi truang vien thong Viet Nam 39 2.1.2 Khai qudt thi truang dich vu thong tin di dong Viet Nam 41 2.2 Tinh hinh thue hien DVCSKH tren thi truang DVTTDD 42 2.3 Tinh hinh canh tranh tren thj truang dich vu thong tin di dong 45 2.4 Khai quat ve Cong ty thong tin di dong VMS - MobiFone 48 2.4.1 Qua trinh hinh vaphdt trien cua Cong ty TTDD VMS MobiFone 48 (Xin anh, chi vui long tieh ^ vao nhan dinh anh chi cho Id dung nhdt) Cau 6: Muc thoa man cua anh (chi) sau su dung dich vu CSKH cua VMSMobiFone? 1^ Rit hai Idng [g] Khdng hai Idng ^ Hai long ^ Rit khdng hai Idng [^ Binh thuang Ciu 7: Anh (chi) hay su dung hinh thue CSKH nao nhit cua VMS - MobiFone? [^ Qua dien thoai ^ Phdng CSKH true tilp cua VMS - MobiFone 1^ Qua mang Intemet Cau 8: Tai s^ao anh (chi) lai hay su dung hinh thue dd nhat? 1^ De su dung IM] De tim kiem thdng tin [Ml Nhanh chdng nhan dugc cau tra Idi [^ Ly khae: Cau 9: Theo ban, VMS - MobiFone cd nhung hinh thue CSKH nao? IM Qua dien thoai [^ True tilp 1^ Qua intemet (^ Qua dai bao Cau 10: Anh (chi) thiy thich hinh thiic nao nhit? Tai sao? Ciu 11: Anh (chi) thay khdng thich hinh thue nao nhit? Tai sao? Cau 12: Trudc day anh (chi) su dung mang 090 & 093, anh (chi) da su dung mang dien thoai di ddng nao khae khdng? [^ Cd (chuyen den ciu hdi sd 12) 1^ Khdng (chuyen den ciu hdi sd 14) Cau 13: Ly nao anh (chi) quyet dinh chuyen sang su dung mang dien thoai di ddng 090& 093? IMl Gia ca hgp ly \Mi Mdi (^ Nhieu dich vu khuyen mai hap din (ebon sd theo y thich, ) [^ Ly khae: Cau 14: Dich vu CSKH cua mang 090 & 093 so vdi mang cU anh (chi) da tung su dung nhu the nao? Nhin vien giao Kha nang Tinh tin cay Tinh san sang dich tiep can Mang 090 & 093 Mang (Vui Idng tieh ^ vao mgng anh(chi) danh gid Id tdt hem) Ciu 15: Anh (chi) hay nhan xet mot each tong quat nhit ve uu, nhugc dilm cua cdng tac CSKH - dich vu DTDD cua VMS - MobiFone U*udiem: Nhugc diem: • ;-•• Cau 16: Theo cam nhin chu quan cua anh (chi), hay danh sd thu tu giam din theo muc ua thich cac mang dien thoai di dgng dudi day: VinaPhone 091: MobileFone 090: Viettel Mobile 098: S-Fone 095: EVN 096: HT Mobile 092: Cau 17: Anh (chi) cd y kiln ddng gdp gi dl cdng tac CSKH cua VMS - MobiFone eang tot han khdng? 140 Xin chin cam on su cdng tac cua anh (chi) Mong anh (chi) cho tdi bilt them mdt sd thdng tin ca nhin: Hg va ten: Tudi: Nghe nghiep: Don vi cdng tac: Loai san phim dich vu cua VMS - MobiFone ma anh (chi) hien dang su dung: Muc cudc tmng binh thing anh (chi) sudung: Thu nhip/thang hien cua anh (chi): Nhung ciu tra Idi cua anh (chi) la nhiing thdng tin vd cung quy gia doi vdi tdi Rit mong ring nhung thdng tin thu thip dugc se gdp mdt phin nhd be vao viec nang cao hieu qua ciia cdng tac CSKH cua MobiFone, dem lai eang nhilu gia tri gia tang danh cho nhung khach hang su dung mang 090 & 093 Xin chin cam an! Phu luc 2,14 Tong ho-p cac boat dong tri khach hang cua VMS^^ Chuong STT trinh Chiie mung sinh nhat khach hang Doi tuong Hinh thue Muc dich Tat ca cac thue bao MobiFone (tru ng cudc, tam khoa) cd du lieu sinh hoac lip cdng ty - Cudc thue bao < 500.000d d cac phd nhu Ha Ndi, TPHCM & Da ning; < 400.000d d cac tinh: Tang thiep chuc mung sinh nhat cd kem qua nhd (but, vi ) - Cudc thue bao tu 500.000d den 1500.000d: Tang thiep va hoa - Cudc thue bao >1500.000d: Tang thiep, hoa va qua - Nhan tin chuc mung vao may cua tit ca cac KH nhan dip sinh nhit Thue hien su quan tim cua Cdng ty ddi vdi KH Tao an tugng va hinh anh dep ve Cdng ty vdi KH Gdp phan tri khach hang, giam ty le thue bao rdi mang Tao mot kenh thdng tin quang cao ve chinh saeh CSKH cua cdng ty Cap nhat kip thdi cac trudng hgp KH ddi dia chi toan "Ngudn: Bdo cdo tdng kit cdc nam VMS 141 Chao mung khach hang nhap mang Thue bao mdi boa - Gui thiep chuc mung den dia chi mang hoac chuyen toan cudc cua khach hang chu quyen Nhan tin chuc miing vao may cua KH Hoi nghi - Thue bao lau nam cam on (ban nam), thue bao cudc cao va khach toan cudc dung ban hang - Khach hang dang ky su dung nhieu thue bao Chuong trinh CSKH dac biet ap dung cho thue bao da eat lien lac - Thue bao MobiFone da tam ngung su dung dich vu thing va bi chim dut hgp ddng nhung cd nhu ciu su dung lai dich vu - Thue bao da bi cit lien lac ng cudc (thdi ban cit lien lac la thing) va bi chim dut hgp ddng nhung cd nhu ciu su dung lai dich vu va da nop du tien cudc - Gidi thieu ve boat dong cua Cdng ty - Cam an khach hang va buu dien dia phuang - Hudng dan khach hang each cai dat va su dung dich vu mdi tren cac loai may - Tiln hanh tham dd y kien khach hang ve chit lugng dich vu, mang ludi va thai phuc vu cua cac giao dich vien - NIU thdi gian ke tu chim dut hgp ddng den khdi phuc lai dich vu la dudi nam: KH dugc mien cudc boa mang, KH phai tra tiln phi md may la 50.000d - NIU thdi gian ke tu chim dut hgp ddng din khdi phuc lai dich vu la tren nam: KH dugc giam 30% cudc boa mang, mien tiln phi md may la 50.000d Tuv nhien diiu kien dv duns chuoms trinh ndv Id: - Sd thue bao xin khdi phuc lai phai cdn tren he thdng (chua cd khach hang sudung) - Khach hang phai cam kit su dung dich vu it nhit la thing - Khach hang khdng dugc hudng chuang trinh khuyin mai ap dung cho thue bao mdi - Trong thing tu khdi phyc lai thue bao khdng dugc ehuyln quyIn su dung cho KH khae - The hien su quan tam cua Cdng ty ddi vdiKH - Tao binh anh va in tugng tdt ve cdng ty KH mdi hoa mang - Kiem tra tinh chinh xac cua dia chi toan cudc cua KH Giam ty le thdng bao bi tra ve dia chi khdng dung Xay dung, cung cd mdi quan he giua cdng ty va KH - Tao hinh anh va an tugng tdt dep ve MobiFone ddi vdiKH - Ket hgp giai tri, gidi thieu cac DV mdi, cac chuang trinh khuyen mai - The hien su quan tam cua cdng ty ddi vdi khach hang cu - Gdp phin diy manh cdng tac phat trien thue bao tai Trung tim va danh lai thi phin - Chuang trinh cd chi phi thap nhung hieu qua cao 142 Thay Simeard cho thue bao MobiFo ne lau nam - Tinh trang thue bao liu nam van hoat ddng binh thudng toan cudc dung ban Khach hang chi can mang Sim cii den cua hang cua VMS de dugc thay Sim khach hang dugc su dung mien phi 01 the Simeard cd dung lugng Idn ban, hien la 64K (nlu cd nhu ciu) thdi gian hieu luc cua chuang trinh - The hien su quan tim, cham sdc dac biet cua Cdng ty vdi khach hang liu nam - Tao kenh quang cao vd hinh ve chinh saeh cham sdc khach hang cua Cdng ty - Nang cao su thoa man cua khach hang viec su dung dich vu - Da dang cac loai hinh cham sdc khach hang Cam on khach hang CO nhieu thue bao va cudc cao * KH la cong ty, to chuc hoac ca nhan: - Cd tu thue bao dang boat ddng trd len va cd muc cudc trung binh tu 500.000D/thue bao/thang trd len; - Thanh toan cudc dung ban thing gin nhit * KH la thue bao don (chi cd thue bao) dap ung tat ca cac yeu ciu sau: Tai Trung tam I: tu 2.000.0000 d/thang trd len; Tai Trung tam II: tu 3.000.000 d/thang trd len; Tai Tmng tim III: tu 1.500.000 d/thang trd len; Thanh toan cudc dung ban thai gian thing gin nhat - Hudng muc giam gia 5% ddi vdi nhirng cudc ggi di tdi cac sd ndi bo mang MobiFone; - Dugc nhin qua tang cua MobiFone dinh ki 01 lin/nam - Dugc hudng cic uu dai nhu: Mien phi thay Sim card bi bdng - Dinh ky dugc nhin cac an pham cua MobiFone - The hien sir quan tim, cham sdc dac biet cua Cdng ty vdi khach hang liu nam - Tao kenh quang cao vd hinh ve chinh saeh CSKH cua Cdng ty - Nang cao su thoa man cua KH viec su dung dich vu - Da dang cic loai hinh CSKH 143 Cam on khach hang MobiCa rd cudc cao va trung Tit ca cac khach hang MobiCard cd: Ngay nhap mang >= nam Muc su dung trung binh/nam la 1.800.000 VND Khuyen khich thue bao nap the Khach hang tra tmdc - Khi nap the khach hang se dugc tang tiln vao tai khoan Muc tang thudng cu thi la: - Khach hang cd thdi gian nhip mang nam; tang 5% gia tri the nap - Khich hang cd thdi gian nhip mang nam; tang 7% gia tri the nap - Khach bang cd thdi gian nhip mang nam; tang 40% gia tri the nap - Khich hang cd thdi gian nhap mang nam; tang 12% gia tri the nap - Khach hang cd thdi gian nhip mang tren nam; tang 15% gia tri the nap * Khuyen khich thue bao MobiCard khoa mot chieu nap the: - Khach hang nap the: + 100.000 d dugc tang 10 tin nhin vao tai khoan (5.000 d) va su dung; + 200.000 d dugc tang 25 tin nhin vao tai khoin (12.500 d) va su dung; + 300.000 d dugc tang 40 tin nhin vao tai khoan (20.000 d) + 500.000 d dugc tang 70 tin nhin vao tai khoan (35.000 d) * Khuyen khich MobiCard va Mobi4U nap the - Cac thue bao MobiCard va Mobi4U dang hoat ddng tren mang nap tien vao tai khoan tieh luy tu 500.000 d trd len nap the cao se dugc cdng them 20% gia tri the nap dd vao tai khoan - KH cua chuang trinh se khdng dugc tham gia cac chuang trinh - The hien su quan tim, cham sdc dac biet cua Cdng ty vdi KH lau nam - Tao kenh quang cao vd hinh vl chinh saeh CSKH cua Cdng ty - Nang cao su thoa man cua khach hang viec su dung dich vu - Da dang cac loai hinh CSKH - The hien su quan tim, cham sdc dac biet cua Cdng ty vdi khich hang lau nam - Tao kenh quang cao vd hinh vl chinh saeh cham sdc khach hang cua Cdng ty - Ning cao su thoa man cua khach hang viec sir dung dich vu - Da dang cac loai hinh cham sdc khich hang tri icH khie - Cic chuang trinh khuyen khich cd thdi gian ap dung ngan (thudng la thing) 144 Phu luc 2.15 Ket qua chi tieu thue bao rai mang NAM 2003 NAM 2004 NAM 2005 NAM 2006 KH TH KH TH KH TH KH TH < 50% 44%