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DN nay I p dung nhieu hinh thQc nhQ 100% khich hang dQflc cham sde giln tiep qua d c hinh thQc trQ tien vao thdng blo cQdc v l gan 30% trong tdng sd gan 30 trieu khich blng dQpc ch[r]
(1)Nang cao nang li/c canh tranh
cua doanh nghiep thong tin di dong Viet Nam thong qua djeh vu cham soc khach hang
TRAN THI HONG MINH
Trung tdm Thdng tin vd Dt/ bdo Kinh te' - xd hdi Qud'c gia
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in current business environment, competitiveness of an enterprise heav-ily depends on Ihe superiority of value-added services and Ihe quality of customer care ones compared to its competitors Recently, Vietnam's mobile communication enterprises have already given special attention to customer care activities, thus the quality of their customer services has beeri considerably enhanced
Along with greater competition in enhancing subscription, competition in improving customer services among mobile networks has increasingly got fiercer Nevertheless, Ihe activities of caring for customers and the practices of providing this kind of services are not always perceived correctly and adequately by the enterprises At present, many enterprises have still con-fused the concept of customer service and that of sales promotion, and not well distinguished the connotation of these concepts
For the perfection of customer care services, enterprises should improve all aspects and stages in the process of delivering products and sen/ices to their customers For Vietnam's mobile communication enterprises, they can complete their customer care systems on the basis of the existing ones asso-ciated with other activities such as caring for employers as for customers; building professional customer care system; using outsourced services
Trong XU the kinh doanh hien tai, vdi sQ phIt trien nhanh chdng cua cdng nghe thdng tin, sQ khle biet giOa cae sin pham, dich vu ndi chung v l dae biet la dich vu vien thdng ndi rieng d n g thu hep Yeu td canh tranh eua doanh« nghiep (DN) tren thi trQdng gid d l y phu thuoc nhieu vIo sQ vQflt trpi eua cac dich vu gia tang va cha't iQpng cham sde khich blng (CSKH) so vdi ele dd'i thu canh tranh Do vay, de nlng cao nang canh tranh eua sin pham, ele DN dang chuyen hQdng tap trung d l u tQ, nang eao chl't iQflng dich vu CSKH Khdng nam ngoli xu the do, eac DN thdng tin di ddng Viet Nam thdi gian gan d l y da chu trpng dau tQ cho CSKH, nhd do cha't iQpng dich vu v l boat dong CSKH d l dQflc nlng len dang ke so vdi trQdc dly
Theo ket qui kiem chl't iQpng cua Cue QuIn ly cha't iQflng Cong nghe thdng tin v l truyen thong thudc Bd Thdng tin v l
^ O Tieu chudn ViSt Nam: chat lucjng thogi >= diem: ty le cupc gpi thiet lap thdnh cong >=92%; ty le cupc gpi bi rdt <=5%; ty l§ khieu ngi cua khdch hdng ve chat lapng d|ch vu (so vu khieu ngi/lOOkhdch hdng/3 thdng) <=o!25; ty le eudc gpi tdi dich vu ho trd khdch hdng cdng (nhdn dUpc trd Idi cuo dien thogi vien vdng 60s) >=80%
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Truyen thdng thQc hien nIm 2008, cha't iQflng dich vu va CSKH ed ra't nhieu bQde tien lac quan Tl't e l ele ehi tieu dQpe kiem eua mang di ddng deu vQpt so vdi tieu chul'n Viet Nam'^' (nam 2007, cd mang di ddng vin cdn chi tieu kiem chQa dat chuan), dd, mpt sd ehi tieu da dat d mQc rl't eao
- Chi tieu ve cha't iQflng thoai: MobiFone tiep tue d i n dau vdi sddiem II 3,522 - eao nhl't mang di ddng dQpe kiem; ke tiep la mang Viettel dat 3,517 diem, VinaPhone 3,383 diem; S-Fone dat 3,14 diem; E-Mobile eua EVN-Teleeom dat 3,025 diem
- Ty le eudc gpi bi rdt: MobiFone cung cd ty le thi'p nhl't
(2)^
DIEN DAN TRAO DOI
mang dien thoai sd dung cdng nghe GSM(2): 0,29%; Viettel: 0,35%, VinaPhone: 0,5%; S-Fone: 0,45%; EVN-Teleeom: 0,64%
- Ty le khieu nai cua khich blng ve chl't iQflng djeh vu: MobiFone I I 0,008; S-Fone I I 0,01; EVN-Teleeom la 0,0004
- Ty le eudc gpi tdi dich vu hd trfl khich hang (Call Center) cdng v l nhan dQflc t r i Idi eua dien thoai vien vdng 60 gily: MobiFone cung dat eao nhl't vdi ty le 98,82%; Viettel 91,76%; VinaPhone 85,88%; S-Fone 93,46%; EVN-Teleeom 9T,37%
Ngoli ra, cdng t i c CSKH dae biet phIt trien vdi d c chQflng trinh khuyen mai, quIng d o , quan he cdng chung Vi du nhQ elc chQflng trinh "Chuc mQng sinh nhat" (t|ng hoa hole qua cho cle khich hang sd dung thue bao t r i sau nhin ngly sinh nhat); cle chQflng trinh tinh diem tich luy de tang qui, tang cQde sd dung cho cle thue bao (el t r i sau v l t r i trQdc) deu dQpc ele mang GSM I p dung; neu nhQ Mobifone cd chQflng trinh "Ket ndi dai lau" thi Viettel cd "Privilege" v l VinaPhone cd Care Plus Khdng chi cd d e chQflng trinh thQdng xuyen, ele mang di dpng edn tien hinh ele chQflng trinh CSKH bd sung dae biet dd'i vdi ele thue bao ed cQde eao, thue bao llu nam nhQ viec td chQc gili Golf, bdc tham trung thQdng xe hfli, hdi nghi khach blng VIP
Trong nam 2009, sQ canh tranh giQa d c DN vien thdng qua cdng tie CSKH mdi thQc sQ bung nd va dQflc coi la nam CSKH vien thdng
(2) Boo gom: rvipbifpne, Vinafone vd Viettel
VinaPhone dat mue tieu kinh doanh nam 2009 II can bang ca 3 mue tieu: CSKH, cha't iQflng dich vu va g i l cQdc Cdng t i e CSKH dQpc VinaPhone chu trpng bat dau bang mdt chien djeh thQc sQ hQdng tdi khich blng nhQ cle gdi cQdc thdng minh, tiet kiem chfl tl't c l elc thue bao Mdi day, VinaPhone da cdng bd mat gdi cQde thdng minh v l tiet kiem Talk 24 danh cho cle thue bao t r i sau cua mang
MobiFone cung dQa ke hoach kha cu the viec tiep tue hoan thien Cfl sd dQ lieu eua d c d e thue bao t r i trQdc de md rpng hPn nufa dien CSKH; ddng thdi cung se md rpng, nang cao chat iQpng, da dang hda hinh thQc v l ting 14-15% ngan sleh cho boat ddng CSKH so vdi nam 2008
Viettel cung dang danh mdt ngudn kinh phi kha I6n cho cdng tie CSKH, d|c biet la dd'i vdi thue bao t r i sau vdi khoing 20% doanh thu ma khich hang mang lai DN I p dung nhieu hinh thQc nhQ 100% khich hang dQflc cham sde giln tiep qua d c hinh thQc trQ tien vao thdng blo cQdc v l gan 30% tdng sd gan 30 trieu khich blng dQpc cham sde trQc tiep tai nha bang hinh thQc tang qua Viettel cdn cd gan 10.000 nhin vien tren toan qudc tham gia vao cdng t i c CSKH, chiem 3/4 tdng nhin vien cua toan Tdng cdng ty
NhQ vay, cung vdi canh tranh phIt trien thue bao, canh tranh cdng t i c CSKH cua d c mang di ddng cung d n g quyet liet nham giO chan khach hang trung vdi mang cua minh
Tuy nhien, hieu nhQ the nao cho dung va du ve cdng tac CSKH va d c d c h thQc CSKH cua d c DN thi v i n cdn nhieu dieu phli xem xet Hien nay, nhieu DN van nham lan giQa d c khIi niem ve dich vu khich hang, xue tien b i n blng va sQ khle npi ham nhQng khai niem tren
Theo ly thuyet marketing, dich vu khich hang (Customer Service) la
(3)cac dich vu bd sung td'i thieu di kem theo s i n pham cdt Idi b i n sin pham cho k h i c h hang Trong nghien cQu k h I i niem e l e el'p dp sin pham, dich vu k h i c h b l n g thupc v I o el'p dp 3, I I b l n g h o i bd sung, nang eao Dich vu k h i c h hang bao gdm d c dich vu b l o hanh, sda chQa, hinh thQc toan, giao b l n g tai n h i , lap dat, hua'n luyen, tQ v i n iQa chpn sQ dung sin pham, cung cap day du thong tin ve s i n pham, nham lam tang them g i l tri eua s i n pham cdt Idi, giup k h i c h b l n g tien Ipi hfln, b l i Idng hon
Xue tien (Promotion) I I e l e hoat dpng truyen tin ve s i n pham va bin t h i n D N tdi k h i c h hang nham thuyet phuc hp tin tQdng va mua sin phl'm; bao gdm e l e hoat dpng quIng d o , quan he vdi cdng chung, tuyen truydn, khuyen mai va bin hIng trQc tiep
Tuy nhien, k h I i niem CSKH (Customer Care) cd pham tru rdng hfln so vdi djeh vu k h i c h b l n g v l bao gom nhQng d | c diem hoat ddng xue tien b i n b l n g CSKH cd the hieu I I t i t e l nhQng gl m l mpt D N e i n p h l i lam de dap Qng nhu eau v l mong dpi eua khach hIng, nham mue dich giQ cac khich b l n g hien cd Nhieu DN cho rang viee tQ v i n s i n phIm, giao h I n g tan n h i hay b l o dudng sin pham I I da thQc hien du cong t i c CSKH Tuy nhien, e l e hoat ddng tren ehi I I mdt p h i n CSKH hay dung hfln chi la hoat ddng dich vu k h i c h hang NhQ phan tich d tren, d c DN vidn thdng chu yeu ehu trpng de'n cdng t i e CSKH thdng qua chat iQflng dich vu, thdng qua dpi ngu b i n h I n g trQc tiep, khuyen
mai, q u I n g d o v l e l e boat ddng quan he cdng ehung NhQng cdng cu n l y thQc c h i t thupe chQflng trinh xue tien, nhien, hieu q u i eua c l e boat dpng n l y cung ed ddng gdp v I o cdng t i c CSKH, v | y , nghi den CSKH c l e DN nghT de'n viec sQ dung c l e cdng cu tren C I c h hieu n l y d i n den viee thQc hien cdng t i e CSKH dd bi an v l chdng cheo vdi e l c boat ddng marketing k h l e v l khdng dQflc thQc hien mpt e l e h tdng the v l d l y du Ket q u i I I hieu q u i eua cdng t i c CSKH khdng dQpc p h I t huy td'i da
Diem k h l e biet co b i n k h I i niem CSKH ehinh I I d mue dich eua boat ddng n l y n h l m d i p Qng nhu c l u v l mong dpi eua k h i c h h I n g Vi vay, dieu quan trpng n h i t CSKH I I D N can hieu v l nam bat e l e nhu e i u eua k h i c h h I n g de dQa e l e hanh ddng phu hpp Lang nghe k h i c h b l n g ed the dQpc thQc hien bang nhieu e l e h , vi du thdng qua d c m l u tham dd khieh b l n g , e l e mau qua tang v l khIo sit sQ thda man eua k h i c h hIng Hien da cd mdt so D N cd c l e chuyen vien ve ITnh vQc n l y de d i m b l o Ipi ieh eua k h i c h hang cung nhQ cua chinh D N
TQ viec hieu k h i c h hang, DN e i n p h l i ehu trpng tdi tQng khia canh cua s i n pham va dich vu m l D N cung c i p de d i p Qng nhu cau k h i c h b l n g , ddng thdi c i n ehu y de'n yeu td then chd't:
- C l e yeu td ve s i n pham: s i n p h i m cung c i p d i m b l o c h i t iQflng v l g i l e l hflp ly, bang hoac cd uU the hfln ddi thu canh tranh
- C l e yeu td thuan tien: s i n pham p h l n phdi rdng rai, kip thdi, thu|n tien cho viee d i p Qng nhu e i u k h i c h b l n g
- C l e yeu td ve eon ngQdi: phong e l e h phue vu k h i c h b l n g tan tinh, ehu d I o , cdi md v l c i n nam bat, d i p Qng dQflc nhu e i u eua k h i c h b l n g NhQ v l y , de cdng t i c CSKH dQflc h o l n h l o , c l e DN c i n cham chut, h o l n thien d mpi m|t, mpi khIu eija q u i trinh cung c i p s i n pham v l dich vu tdi k h i c h hang Q u i trinh n l y ehi e i n sP suit d mdt khIu n I o dd thi t i t c l t h I n h q u i eua he thd'ng se I I vd nghTa v l khdng dat mue tieu mong dpi eua D N Dd'i vdi e l c mang thdng tin di ddng Viet Nam hien nay, DN h o l n t o l n ed the hoan thien he thd'ng CSKH tren nen t i n g he thd'ng CSKH s i n ed v l h o l n thien d mpt sd m | t sau:
(1) Cham sdc nhan vien cung nhit CSKH
Theo e l e h truyen thd'ng, e l e D N ehu yeu t | p tnjng v I o CSKH ben ngoli v l h i u nhQ khdng xem xet den quan he tQOng t i e giQa c l e phdng D N vdi Dieu dan den e l e boat ddng eua cdng ty thQc hien rdi rac, giQa d c phdng, ban khdng ed sQ hd trfl, h i n h ddng vi mue tieu ehung Xu hQdng q u I n ly c h i t iQflng hien I I DN can ehu trpng e l e ndi dung e l ve khIeh b l n g ben v l ben ngoai C l i thien e l e mdi quan he ndi bd se hd trfl viec cung d p td't hfln dich vu k h i c h hang ben n g o l i , g i l m thdi gian lanh dao, gia t i n g c h i t iQQng v l k h i n l n g tiep can khIeh b l n g Md hinh "Service - Profit Chain" TrQdng Doanh nghiep Havard p h I t trien n h i n manh quan he khep kin giQa n h i n vien, k h i c h h I n g v l lanh dao C l e nhan vien khdng ed sQ td chQc, dao tao se khdng dam b l o thQc hien td't dich vu k h i c h b l n g , dieu n l y se khien k h i c h b l n g rdi bd D N C l e ehinh sleh p h l i dQpe thQc hien n h l m thu
(4)^
DIEN DAN TRAO DOI hut, ddng vien v l giQ n h i n vien nhQ I p dung vdi k h i c h b l n g , mdt e l e h cfl b i n nha't I I sQ quan tam eua l i n h dao, bao gdm c l sQ ddng vien, khich le c l ve vat c h i t l l n tinh than
(2) Xay difng he thdng CSKH chuyen nghiep
Hien nay, hinh thQc CSKH thdng qua e l e Trung tam t r i Idi k h i c h b l n g (Call center) da td khdng edn phu hpp ban che hinh thQc giao tiep vdi k h i c h hang (ehu yeu bang dien thoai) BQde p h I t trien cao hfln eua cdng t i e CSKH I I thdng qua e l e Trung tam CSKH chuyen nghiep (Contact center) Hoat ddng eua Trung t i m I I sQ ket hflp thd'ng nha't e l c phQflng thQc tQflng t i e vdi k h i c h b l n g , tQ dien thoai, e-mail, website cho de'n hinh thQc chat (dd'i thoai trQc tie'p) hay gdi tin nhan tQc thdi Trung tam CSKH chuyen nghiep cho phep kiem solt tQflng t i e giQa k h i c h hang vdi D N mdt d c h t o l n dien Day I I e i u nd'i giQa k h i c h b l n g v l D N , nfli t i p trung xQ ly mpi yeu e i u cua k h i c h b l n g
Den thdi diem nay, h i u het e l e "ten tudi" Idn tren the gidi ve iTnh vQc VoIP cd m | t tai Viet Nam nhQ Cisco, Avaya, Nortel, 3Com, Alcatel-Lucent, Siemens deu cd he thd'ng Tmng t i m CSKH chuyen nghiep C l e he thd'ng cdng nghe eua hp ed nhQng d | e thu khac nhQng nhin chung deu cho phep tQflng t i e vdi h i u het e l c p h i n mem q u I n ly quan he k h i c h b l n g (CRM) He thdng CSKH chuyen nghiep hien dang dQflc Qng dung v l p h I t trien td't d e iTnh vQc n g I n h I n g (vdi sQ p h I t trien cua d c loai the ATM),
b l o hiem v l cung se I I iQa chpn thich hflp cho c l e nha cung cap dich vu vien thdng giai doan hien
Tuy nhien, viec da dang hda e l c kenh giao tiep vdi k h i c h hang ehi la sQ iQa chpn ve mat cdng nghe, ky t h u l t He thdng chi thQc sQ p h I t huy hieu q u i cdng t i e CSKH e l e ky nang cham sdc cua nhan vien dQflc h o l n thien V i du, giafl tiep vdi k h i c h hang qua dien thflai, nhan vien e i n ehu y den gipng ndi cua chinh minh, cQdng dp v l trQdng dp gipng ndi se quyet dinh % hieu q u i ma thdng diep m i n h mudn truyen t l i Khi giao tiep qua e-mail nhan vien cung c i n chu y den ngdn tQ, ehu de va d c h h i n h v l n cho chuyen nghiep Ndi dung e-mail ngan gpn, ngdn ngQ Iich sQ t r i n h d c ldi ve chinh t l nhQng v i n d i m b l o d c thdng diep dQflc truyen t l i day d u Khdng ngQng n l n g eao chat iQflng giao tiep cua n h i n vien, iQa chpn e l e kenh giao tiep phu hflp vdi tQng ddi tQflng k h i c h hang cung nghe thuat lang nghe se giup D N t h I n h cdng cdng t i c CSKH cCia minh
(3) Sir dung dich vu thue ngoai (Outsource)
Mdt k h I o s i t mdi day ddi vdi e l e td chQc t l i ehinh Idn d Ha Npi chfl biet, h i u het d c D N deu cd ke hoach dau tQ cho He thd'ng CSKH chuyen nghiep Trong d d , % D N cd ke hoach xay dQng vdng t h i n g tdi, % dat ke hoach thQc hien vdng nam tdi va k h o i n g % cdn lai cung len ke hoach dau tQ nam tdi K h I o sat cdn dQa thdng tin dang chu y la cd k h f l i n g %
d c td chQc t l i ehinh dQ kien se thue ngoai ddi vdi dich vu CSKH
D N thue ngoai se thay DN giao dich trQc tuyen vdi ddng d I o khach hang cung mpt luc: b i n b l n g , q u I n g b l D N , tQ van, g i l i d i p thac mac, xQ ly thdng tin cho k h i c h hang ve s i n pham, dich vu, d c che dp b l o hanh, hau mai, K h i c h h I n g se t h i y hai Idng nhu cau dQflc d i p Qng nhanh chdng, dQflc hd trp mdt d c h hieu q u i va dieu quan trpng la thQc sQ d m t h i y minh la "thQflng d e " Ddi vdi D N , viee suf dung dich vu thue ngoai se tao dQng dQflc phong d c h kinh doanh cao cap dieu kien canh tranh gay gat hien nay; ddng thdi D N tiet kiem dQflc nhieu chi p h i de cd he thd'ng CSKH nhQ: ehi p h i d i u tQ cfl sd t i n g , tuyen dung, d I o tao nhan sQ de tQ v i n , g i l i dap k h i c h b l n g , Theo dd, c l e D N se ed k h i nang dem lai dich vu CSKH hoan h l o hfln, sd hQu nhQng thdng tin tap trung n h i t ve c l e khach h I n g Id cung nhQ d c ddi t i c Idn, nhanh chdng p h I t hien va x d ly sQ cd TQ dd, D N tan dung tdi da mpi ngudn iQc cao cap de tap trung v I o chien iQflc kinh doanh cdt Idi cua minh Tuy nhien, mdi hinh thQc deu cd uU d i e m v l nhUfle diem rieng M d i D N c i n can cQ vao tinh hinh t l i c h i n h , n h i n sQ cua minh de cd the iQa chpn g i l i p h l p : tQ trien khai h o l e thue k h o l n ben ngoli de thQc hien cdng t i e CSKH cho phu hpp D i e m cd't yeu la D N dat muc tieu cudi cung la CSKH hoan h l o , d i p Qng nhu cau, mong mud'n cua k h i c h hang, giQ dQflc k h i c h b l n g hien ed va thu hut them nhOng k h i c h h I n g mdi.D