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Báo cáo tốt nghiệp ngành Marketing chủ đề Phân tích hành trình khách hàng tại Addo của công ty Acency Conando Đà Nẵng bản tiếng Anh mới 2020Bài báo cáo thực tập tốt nghiệp đạt điểm cao tại Đại học Kinh Tế Đà Nẵng, mọi người có thể tải và tham khảo tài liệu chuyên ngành này. Nghiên cứu hành trình khách hàng tại Acency Conando Đà NẵngBACHELOR’S THESISTHE CUSTOMER JOURNEY ANALYSIS AT ADDO AGENCY OF CONANDO TECHNOLOGY AND COMMUNICATION JOINTSTOCK COMPANY
DA NANG UNIVERSITY UNIVERSITY OF ECONOMICS - BACHELOR’S THESIS TOPIC: THE CUSTOMER JOURNEY ANALYSIS AT ADDO AGENCY OF CONANDO TECHNOLOGY AND COMMUNICATION JOINT-STOCK COMPANY Student : Le Thi Thu Class : 42K02.4-CLC Instructor : Prof Nguyen Truong Son Da Nang 2020 ACKNOWLEDGEMENT To complete this bachelor’s thesis, first of all, I would like to thank the teachers of Faculty of Business Administration at Da Nang University of Economics Especially, I would like to express my thanks to Professor Nguyen Truong Son who enthusiastically helped and accompanied me to complete the thesis during the last internship I sincerely send thanks to the board of directors, the departments of the company, the brothers and sisters at Conando Technology and Communication joint-stock company has facilitated me to have the opportunity to be an internship, work, learning experience and have helped me to complete the thesis in the best way In addition, I would like to thank all of you at the ADDO agency for creating the most friendly working environment so that I have the opportunity to work and improve my skills Finally, I would like to thank the university for giving me the opportunity to work in a practical environment, to give me the opportunity to interact and apply the knowledge that my teachers taught me when I was still sitting in a university Because of my limited time and knowledge, this thesis report still has many errors and wishes to receive valuable contributions from teachers I wish teachers always good health and success in teaching! Da Nang, 2020 STUDENT LE THI THU CONTENTS LIST OF SYMBOLS, ABBREVIATIONS B2B CRM IMC SMEs HR C&B CEO KOLs WOM eWOM Business To Business Customer Relationship Management Integrated Marketing Communications Small and Medium Enterprises Human Resources Compensation and Benefits Chief Executive Officer Key Opinions Leaders Word Of Mouth Electronic Word-Of-Mouth LIST OF TABLES LIST OF FIGURES OVERVIEW Research backgrounds and motivations Today, according to Følstad & Kvale (2018) The customer journey has become an increasingly important topic in service management and design Moreover, the customer journey plays an important role in helping the company grow sustainably It is important to help ensure an optimal experience for customers, thereby creating loyalty and a long-term relationship between customers and brands The current, thanks to the development of the information network, so customers have more choices and power Many companies may give customers the right to register, try, or choose to buy some product features With the increasing number of communication channels and the increasing number of consumers, understanding the next action for each customer journey at a specific time seems difficult It can be difficult to track every interaction across all channels and predict the next step to increase customer satisfaction, improve conversion rates, and increase sales or speed and time to handle Therefore, measuring experience is often complicated by subjective factors Lemon & Verhoef (2016) believe that over time, customer experience has become more familiar as customers can interact with companies through multiple contact points across multiple channels Many studies show that there is a need to strengthen theory, understanding, and knowledge in this important marketing area Especially, according to Følstad & Kvale (2018) within the service field, the processual and experiential aspects of services are very important For Verhoef, Lemon, Parasuraman, Roggeveen, Tsiros, & Schlesinger, (2009) a customer journey means that customers are reactive, aware and associates for a company and it is an important competitive advantage in a range of service areas The notion that the customer journey are formed in (as well as before and after) interactions between customers and service providers, therefore generated numerous customer journey studies (Carreira et al., 2013; Verhoef et al., 2009) So how does the customer journey develop throughout the service process? (Baron & Harris, 2010; Johnston & Kong, 2011; Walter et al., 2010) For having several methods such as detailed planning and service design have been proposed to manage the customer service process and experience (Verhoef et al., 2009) However, how to improve and manage customer experience across channels and interact with customers is a matter of concern According to Lemon & Verhoef (2016), companies should understand both their views and customers about the buying journey by identifying key issues, touchpoints, and specific events that cause customers to continue or stop the journey In today's business, it is a good customer journey that leads brands to succeed, not only in quality but also in the value of the products or services that the company brings to its customers (Edelman, David, and Marc Singer, 2015) Successful companies in delivering great customer journeys tend to win the market (Rawson, Duncan & Jones, 2013) In addition, according to Norton & Pine (2013) the customer journey, in essence, means the sequence of events (whether designed or not) that the customer undergoes to learn, buy and interact with products and services of the company Many companies realize that if they want to be customer-centric, they need to understand and define the sequence of events that their customers may meet However, it would be counterproductive to approach the customer journey as if it were a marketing issue The customer journey must be the final result of implementing the strategic plan Journey by a chain of events where the company provides value to customers, seeking profit for the company and the difference from the competition Properly implementing and managing customer journey, so the company can improve better the current services, can help the company innovate, allocate resources and switch from the old business model to the new business model based on new jobs that customers want the company to Customer journey management helps solve complex problems in business strategies such as how to create a customer-focused vision in the future and implement a strategy that will bring benefits to the company The strategy is about how the company can create the best economical value for customers, so every strategy needs to consider the fundamental change occurring in the economy means that in many industries commodities and services quickly become essential goods In such industries, success ultimately depends on the experience that companies create for their customers, even if their main business activity is still goods or services The customer journey describes the important stages from the beginning to the end of the experience (Rawson, Duncan & Jones, 2013) The relationship between the customer journey and company strategy provides a coherent structure for the business model By understanding the milestones and designing the delivery channels on those milestones, companies can better understand the management of what customers need, value proposition, resource allocation, channel, revenue allocation, and cost structure In today's experience economy, value is measured by whether or not customers want to spend time engaging in a transaction and it multiple times When a company focuses on the customer journey, design an experience for the customer Or a company is offering a series of events, in which there will be what customers want to and what the company wants customers to Creating a balance between customers and the company is the essence of the experience According to Temkin (2010) in the past few years, about 90% of executives have told us that customer journeys are very important to their business operations It is not surprising that most organizations will fail if they not treat their customers well Although the importance of customer experience is well understood, sometimes it does not translate into great experiences Moreover, customer journey analysis helps marketers understand the behavior and emotions of potential customers before they make a purchase decision Thereby, it is possible to choose the appropriate impact method, accelerate the purchasing process, and create a deep impression on the brand and product Understanding the customer journey on each customer, marketers can visualize the problems and factors affecting the purchase behavior, so they may have reasonable marketing solutions to attract potential customers and satisfy the customer’s needs According to Hạnh, T T H (2009), understanding the customer journey will provide the basis for marketing strategies, such as product positioning, market segmentation, new product development, new market applications, global marketing, and marketing mix decisions These key marketing activities will be more effective when based on customer journey understanding Moreover, marketers need to research carefully on the customer journey to meet the needs, interests, habits of customers to build appropriate marketing strategies, thereby promoting customers to buy products and services So in the current, what is the customer journey at Addo agency of Conando company like? How are customers’ expectations and need in each stage of Addo’s customer journey and how Addo Agency meet those customers’ expectations and need? In the current, having little research on customer journeys for technology and communications companies Therefore, I chose the topic " The customer journey analysis at Addo agency of Conando Technology and Communication joint-stock company " Research objectives - Synthesis of Customer Journey theory Determine customers' expectations and need in each stage of the customer journey Identify and analyze the activities the company has carried out to meet customers' expectations and need Proposing some solutions to better satisfy customers' needs step by step from the customer journey Research object and scope - The object of this research is the customer journey at Addo agency of Conando Company Space scope: Addo Agency of Conand company Time range: The research is implemented from December 2019 to May 2020 Research methodology Qualitative research: - Synthesis of Customer Journey theory Identify customer journey framework used for research Perform by observation and interview method to identify the activities of the Addo division carried out in the customer journey Report structure Overview Chapter 1: Literature review of Customer Journey Chapter 2: Customer journey analysis at Addo agency of Conando Technology and Communication joint-stock company Chapter 3: Solutions to satisfy customers' needs step by step from the customer journey 10 Figure 2.23: Customers need to edit the content (Source: Zalo system at Addo Agency) Comment: In this stage, Almost the customer decided to buy based on the efforts and ability to advise and negotiate with customers of the sales staff During this purchase decision stage, Addo did not implement Marketing activities So the sales efforts of salespeople are very important The implementation of Addo's sales activities and efforts during this period is quite good Sometimes, Addo meets customers who have high requirements, but Addo sales staff will deal well Moreover, the optimization of articles to maintain the position of posts on Top Google to show credibility and help customers trust Addo more 2.4.5 Post-purchase behavior Most of the time after customers sign a contract to buy a product or service, it is very rare for Addo to have an after-sales policy or encourage customers after buying Because of the nature of products and services different from other industries Addo has very few customer appreciation programs, so Addo needs to implement after-sales strategies to retain customers Comment: Addo should perform sales promotion activities after customer purchases which help they can feel better about Addo's brand Moreover, Addo has not implemented the Upsell strategy for customers so that customers have more options Each customer will have many suitable types of services, so Addo should carry out that strategy 62 Conclusion: In chapter information including company introduction, and customer journey analysis at Addo agency Customers are aware of the need through the information source on the Addo Website, or maybe other interactions give rise to the demand Customers can search for Addo information through the Website system, or find out about products or services through contact with Addo Customers will continue to search for information and create a selection of competing brands, and choose a suitable supplier for them Customers will negotiate with suppliers to get a suitable price for products and services that customers select If customers selected Addo's product, service After customers purchase products, customers will interact with Addo in case they ask for information about the products or services they have purchased Or Addo can contact customers to notify the contract expires and ask if customers want to extend the contract and continue to buy or not? Addo's customer base usually comes from the acquaintance of Mr Doan Thanh (General Director of Conando Company), and the customer source from the other project Currently, Addo does not have many marketing activities to promote products and services to customers more Therefore, Addo should implement Marketing strategies to help bring product and service information to customers faster 63 CHAPTER 3: SOLUTION 3.1 Need recognition (Stimulating customer needs) Currently, the number of customers aware of Addo's brand, products, and services is quite small Therefore, to stimulate customer needs, help customers to know about their products and services Addo should implement an effective online marketing strategy and can use media channels to advertise and introduce products and services through: Google ads: Addo may implement Google Ads ads, optimize search keywords to bring Addo brand to reach more customers Advertising Google Ads helps Addo reach its potential customers and increase the number of customers thanks to the Google marketing campaign for the right customers and needs Advertising Google Ads is suitable for each object, organization, business because Addo can use Google Ads proactively according to Addo's finances Search engine optimization on Google Map: Currently, Google is the largest search engine in the world The Google goal is to please the user and give them the best experience Therefore, we can see that the search of users on the tools is increasing day by day To create convenience for users in searching, google gives priority to the results with integrated tools business location or Google Maps Carry out Google Map to help customers find business addresses more easily Addo can deploy Google Map ads so that Addo's customers can see the address and the necessary information, helping customers can identify Addo's brand Social network Facebook-Marketing: The number of customers using Facebook today is increasing Many businesses use Facebook as a tool to promote their products and services Therefore, Addo can take advantage of Facebook as a tool to advertise, bringing its brand to more customers Moreover, Addo needs to have a plan to build and develop Fanpage content to promote the brand to customers The benefit of Fanpage is the accessibility (reach) widely Especially, the Facebook Ads feature can support Addo to promote information on its Website to a large number of users Besides, the "Insights" feature on the Fanpage will help Addo measure and analyze customer-related information such as gender, age, geographic area, behavior, reach, interaction, etc Based on this information, Addo can plan to develop the image as well as the message of the Website to suit the target customers The solution to implement Youtube videos: Because Youtube will be the second channel used in Vietnam communication, so the number of current users is very high Therefore, Addo can deploy to establish and create more Youtube channels to keep the 64 videos that have been deployed with customers as well as from communicating to potential customers on YouTube about the issue of the service itself Besides, Addo should create channels to share their YouTube videos to increase the level of brand recognition through synchronization from YouTube avatars and covers As for the information on the channel, Addo should optimize the information needed as well as contact and link on the Fanpage channels and Website of Conando Addo's biggest problem is the lack of human resources for marketing activities, so Addo can recruit more people specializing in YouTube, designed to carry out marketing activities About PR Addo brand on ranking and marketing websites: Currently, Addo owns the Community Blog system nationwide In particular, the most prominent blog is currently ranking and reviewing locations, services, education, shops on the Da Nang market is a famous website www.danangaz.com The website has a daily user of about 14,000 users (Figure 3.1) This is considered Conando's most effective marketing and PR channel Customers may contact, and search at this channel pretty much occupies the high proportion of Conando's customers Because of that, the array of products related to marketing such as Da Nang website design, Danang SEO service, Danang Facebook advertising Conando is always ranked in the first position in those top list articles to push new visitors to the website and increase the quality reputation by standing in the position of the business to create credibility and corporate PR Figure 3.1: Number of people visiting Danang Website(Source: From the sales department of Addo agency) Besides, Addo can build the brand and product promotion plans on Blog Ranking websites such as Toplistdanang.com, Ohay.vn, Write Toplist articles related to the remaining consulting and other industries of Addo Writing own reviews and 65 upcoming events of Conando, places banners to increase brand awareness on the website Addo should use the Marketing mix tool to identify products, prices, distribution, after-sales, and combine with market segments to identify their target customers more clearly After months of internship, I noticed that the segmentation and understanding of the target market are still unclear This causes the loss of time and cost for the communication of products and services to the wrong customer object Moreover, Addo should implement more marketing strategies to introduce products and services to increasingly more customers 3.2 Information search (Find customers, provide Addo information for customers) To help customers have a more active source of information and for Addo to find customers quickly, can attract a larger number of customers I have the following suggestions: Currently, Addo needs to increase 1-2 full-time employees to have enough resources to find customers and telesales to introduce products to new customers The implementation of telesales partly helps to introduce products and services to customers Help customers get a basic visualization of this new marketing service So, helping SMEs have more solutions to reach their potential users Implement more proactive customer search plans via the Internet After selecting potential customers, Addo will implement a telesales plan to introduce products and services to customers Currently, the inventory of Addo articles is still so many, so it is quite convenient to get available products to introduce to customers Because products and services of Addo are quite new, when telesales customers sometimes may not understand about Addo products and services Often people who specialize in marketing arrays can clearly understand a referral call So, the telesales for customers to understand the products and services is not as simple as just a single call But the telesales will contribute a large part to the introduction of Addo products and services Addo access to customers Help customers from unknown, not understand to know and understand this new service product This contributes to stimulating the needs of customers and after the demand, so they will seek information After telesales, Addo can summarize the number of calls called, the number of customers interested, the number of customers who sent quotes via zalo or email, and the number of potential customers that Addo can exploit Through aggregated data on Addo, we can know how many percent customers know about this product or service, and how many percent of customers not understand anything about Addo's products and services 66 To increase the quality of each telesales call that employees make, Addo should apply the App My Hub to record all calls Then each employee will listen to his conversation with the customer to know the quality, how is the call volume? If there are any errors or communication with customers is not good, there will be a plan to correct it Repeat the sales scenario accordingly Moreover, Addo can let its sales staff learn the sales skills, helping sales staff to have more skills and knowledge of business and communication Addo needs to prepare a complete telesales scenario so employees can know how to respond when customers call and receive calls from customers Therefore, it helps the sales staff not to be confused and confident when consulting customers via phone, this helps customers to feel better about Addo To increase the market coverage, Addo can implement cooperation plans with its competitors such as danangz.com, top1danang.com, top10danang.com, toplist.vn Besides, Addo can collaborate more with popular Fanpage in Danang such as "I love Da Nang", "Love Da Nang", "Danang News Danangz" with a high number of followers This will result in a higher level of brand awareness of Addo's websites, which can attract more customers Addo needs to expand its Website more, establishing more websites Articles on the Website need to check the quality of the article more closely to create more trust with customers Here's a picture of some Fanpages that can be a partner of Addo (Figure 3.2, Figure 3.3, Figure 3.4): Figure 3.2: Fanpage « Tơi u Đà Nẵng » (Source: Facebook) 67 Figure 3.3: Fanpage « Tin tức DaNangz » (Source: Facebook) Figure 3.4: Fanpage “Yêu Đà Nẵng” (Source: Facebook) 68 Addo can carry out the brand identity with business cards, because nowadays business individuals or establishments use car visits a lot A business card is a small publication with great meaning in communication, it can introduce where the company is? and what business is? When the company comes to meet customers, you can leave your company information with a card Currently, Addo's customer base is mainly in Da Nang, to increase the number of customers So, Addo can expand its market to Nha Trang, Ho Chi Minh City, and other provinces 3.3 Evaluation of alternatives and purchase decision To customers to have more choices, the company may propose other products Links with competitors, famous blogs, websites to provide more options for customers When customers have a choice about a service or product, the sales department should upsell customer-related products and services Addo can perform after-sales services to direct customers to other products Addo should implement after-sales and discount strategies, which helps customers to consider Addo's brand when choosing products and services For example, Addo can discount its products and services by 10-15% to attract customers It comes with other services when buying high-value products or services On February 28, I participated in a salesman training class of Mr Nguyen Bao Quoc During the lesson, he gave many tips and lessons for salespeople He provides a lot of information, lessons, and tips for the work of a salesman that he experienced He offers a solution for customers to first come to the company can understand which visualization is somewhat active The company should build the Sales kit (Company profile) also known as "record capacity" Conando Corporation in general and parts of Addo in particular has not yet built its own “Sales kit” In the Sales kit (Company profile) includes vision, mission, quotes all marketing services, certificates of products or services (CO, CQ), thank-you letter, contract form board, and commitment to sales This will help customers understand more about the company and can rely on this information to help evaluate the options When customers have the best view of the company, the percentage of customers who choose the company may be higher Therefore, the Addo agency should build a separate "Sales kit" for its customers to know more and better understand the business of Addo 69 Figure 3.5: The lesson about selling skills with Mr Nguyen Bao Quoc (Source: Doan Thanh profile) In the lesson with Mr Nguyen Bao Quoc, he also helped Addo to have an overview of helping customers identify brands, products, and services Moreover, Addo can prepare tasks and documents when consulting and recommending products to customers 3.4 Post-purchase behavior a (Addo implements a strategy after a customer makes a purchase) To satisfy more customers after purchase Addo should pay more attention to the quality of articles on the site, regularly optimizing the article on the Website to the article that the customer puts Toplist less likely to be dropped This guarantees the reputation of Addo for customers Moreover, Addo enhances the expansion and more open the Website to introduce more new products to customers Addo can implement a customer care strategy such as sending a thank you message when the product or service has been purchased, which also partly helps customers feel they played an important part for Addo Also, Addo should have after-sales programs after purchase, such as upsell programs that reduce % on products and services to stimulate customers Perform product draw-out programs by Addo to create activities to help customers interact with Addo more Addo should build after-sales customer care processes to handle issues arising concerning products/services Thereby ensuring customer satisfaction in the 70 consumer, a good after-sale customer care process will help you strengthen your relationship with customers Moreover, this process is also playing an important role which helps customers become business partners Addo must regularly monitor the level of satisfaction after providing the product or service, the following actions when making a purchase, and whether the customer continues to use the product, service, or discard after the purchase Conclusion: Customer analysis to help businesses identify the activities that need to be performed to meet customer needs Moreover, implementing the above communication strategies to promote the construction and promotion of Addo's current marketing system in a methodical, planned, and professional manner Help Addo to boost its current sales and create a professional online marketing system to enhance its current brand reputation Addo should conduct more marketing activities to attract more customers because the majority of Addo's customers are acquaintances and old referrals Moreover, creating trust with existing customers about the effectiveness of Addo case study and the media, this helps raise Addo's potential customers as well as develop in markets like Ho Chi Minh City Ho Chi Minh City, Da Nang, and other neighboring provinces 71 REFERENCES I) Viet Nams’ references [1] Hạnh, T T H (2009) Hành vi khách hàng [2] Philip Kotler & Kevin Laue Keller (1967) Quản trị tiếp thị 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JOURNEY ANALYSIS AT ADDO AGENCY OF CONANDO COMMUNICATION AND TECHNOLOGY COMPANY I have completed my internship at Addo agency of Conando company, so in this report, I introduced Conando Corporation's... about Addo agency 2.1 Conando Company overview 2.1.1 Conando company information Currently, the main information of Conando company is summarized in the following table (Table 2.1): Table 2.1: Conando. .. established as a subsidiary of Conando 33 By the beginning of 2020 on 14/01 /2020 established SEODO Communications Co., Ltd., is a subsidiary of Conando By January 16, 2020, BRANDO Communications