Do dd, neu cM phin tieh thii dd cua khaeh hing theo mdt kenh don (vl du mdt cudc khio sit), tM se khdng eung cap dupc cii nhin day du ve quan diem cua khich hang ddi vdi sin pham/dic[r]
(1)KINH TE B U U DIEN
Chien lutrc de cong OAT VAN DE
Do tic ddng ciia cudc khiing hoing kinh te toin eau, cic doanh ngMep (DN) dang phii ddi mat vdi viec sut giim doanh thu vi khd tiep can ngudn vdn, dd tap tmng cit giim cM pM vi cii tMen luu lupng tien mat la van de cap tMet Men Ben canh dd, cic cdng ty cdn phii cMu ip luc ngiy cing Idn hon viec giii khich hing cii vi thu hiit khich hing mdi - yeu td sdng cdn cua bat cit DN vien thdng nio Vi van de cing tid nen quan trpng hon nen kinh te khd khan Men Duy tri su trung thirih cua khich hing mdt cich Meu qui khdng cM cd ngWa li tri cdng viec kinh doarih vi doanh thu, mi cdn giup DN tranh dupc khoin cM pM Idn cua viec tim kiem khich hing KM hp quay tta lai mua hing, doanh sd Ueu dimg se tang len vi viec gidi tMeu sin pham cua DN tdi ban bd vi ngudi thin se de ding dupc md rdng Theo hang tu van Bain & Company, sd niy udc tinh gap khoing biy Ian so vdi sd Uen can tMet de giii chin nhiing khich hing da cd
Tuy nMen, viee giii khich hing vi tri su trung thinh ciia hp li mdt thach thitc Idn Trong xu the kinh doanh Men nay, kM mi su chenh lech ve chat lupng, miu ma sin pham giiia eae DN ngiy cing bi thu hep tM sire canh tiarih eiia bin than sin pham khdng mang tinh quyet dinh niia Do dd, it chu bii da dan chuyen hudng sang chat lupng dich vu chim sdc khach hang hay chinh xic hon, toin bd
nhirng ttii ngMem cua khich hing li cue ky quan ttpng de tiep can vi giii khach hing Hay lim mgi viec tiong ning kinh doanh cd the de nhiing khach hing niy cim thay hii Idng vi thoii mai vdi nhirng sin pham vi dich vu mi cdng ty ban dem lai Nhu vay, hp se hpp tic vi sii dung sin pham ciia ban nMeu hon
Trong mdt ngMen cim gan diy cua Convergys, ttong sd 10 khich hing cho biet hp ding ky dich vu, lua chpn thuong Meu vi gii cudc dua tren viec danh gia cic yeu td trii ngMem ctia khich hing Theo hp, yeu td quyet dinh khdng han li sin pham, mi ttil ngMem se khing dinh thuong Meu
Cieh tdt nhat de nim giir khach hing li lam hg hai Idng Do dd, tmdc mit, cic cdng ty nen tap tnmg vio ci hai khiu: cit giim cM pM vi ning cao chat lupng dich vu De thue Men dieu dd, Andrea Ayers, Giim ddc Quin ly khich hing cua Convergys cho biet cic cdng ty cd the tap trung vio mdt sd it cac cMen lupc cd the giup hp cii tMen Meu qui tren ca hai mat ttin niy "Dieu quan ttpng li phii xic dmh nhiing linh vuc mi ban cd the tip trung nd lire de giup ban vupt qua thdi ky khd khan vi chuan bi cho su thirih cdng liu dii"
XAY DLTNG CHIEN L U O C CHAM SOC KHACH HANG
(2)KINH TE BUu DIEN dich vi li sd Ueu tdng hpp nhat de dinh gia tat ci
boat ddng cua DN Theo mdt ngMen ciru gin diy cua Forrester Research, nhiing trii ngMem ve dich vu khach hing tdt se thitc day khich hing quay lai vi trung thinh lau dii Cdn nhiing trii ngMem xau khdng cM lim tang cM pM sd cudc gpi den cac trung tam djch vu khach hing de kMeu nai tang, cing cd nMeu khich hang rdi mang, mi cdn din den cic tin ddn xau giy inh hudng den uy tin, inh huong tdi thuong Meu cua cdng ty
Te hon, nMeu khach hing cho biet hp se khdng ndi cho cdng ty biet ve nhung trii ngMem xau cua mlrih mi hp se the Men bing hinh ddng Theo ngMen ciiu cua Convergys, khoing 40% sd khich hing khdng kMeu nai don giin li vl hp se ngimg sir dung dieh vu vdi cdng ty dd
Tdm lai, trii ngMem cua khich hing ddng vai trd sdng cdn mdi tradng kmh doanh Men Tuy nMen, tir tmdc den bd phan cham sdc khich hing thudng tip tmng vao hai chirc ning: phin phdi sin pham, dich vu sau bin hing vi giii quyet cic phin nin eua khich hing Uen quan den cdng tic phan phdi dd Nhin vio hai ehire nang niy ed the thay dupc cic sd Ueu ludng ket qui thue Men vi su phit trien eua bd phan bao gdm: dd dii cic cudc gpi, sd lupng cic phin nin, thdi gian giao hing, giii quyet cic ldi sai Tuy nMen, chimg ta lai khdng he thay dupe cic sd Ueu cho biet cim giac ciia khich hing kM nhin dupc dich vu niy Theo ngMen cim eiia Convergys, sd cic khich hing dupc khio sit, 45% cho biet cic DN khdng nhan thirc dugc tam quan trpng trii ngMem cua hp; nMeu van de dupc trich din nhu rihan vien thd lo, thdng tin khdng ehinh xic, vi tMeu su phin tich Vi te hon, nMeu ngudi cdn cho ring cM don giin li DN khdng quan tam tdi thii dd cua hp, 37% ngM cdng ty khdng ling nghe hay hinh ddng trade su phin hdi ciia khich hing Theo dng Ryan PeUet, Phd Giim ddc tu van eiia Convergys, chim sdc khich hing li khau rat quan trpng vi d nMeu cdng ty Idn, nd can phii dugc cii tMen
Do dd, neu mudn phit trien bd phan cham sdc khich hing ndi rieng vi DN ndi chung, ban can
phii tao rihiing "trii ngMem" tdt bing cich tim Meu xem khich hing cua ban mong dpi gl vi cung cap nMeu hon the de kMen khich hing ludn "phii" chap nhan ban Theo Convergys, de dat dupe dieu niy, DN ctia ban can tap trang vio cMen lupe sau:
- Dat minh vio vl tri khich hing
- cit giim cM pM va nang eao su hii Idng eua khach hing,
- Tang doanh thu vdi cie cMen lupe ban hing da kenh
- Tang cudng vi tri su trang thinh cua khich hing thdng qua tiep can ehu ddng
4 CHIEN L U Q C DE THANH CONG TRONG CHAM SOC KHACH HANG
Dat minh vao vi t r i khach hang
Thdng thudng, cic cdng ty xem xet trii ngMem cua eae khich hing dua tren cic yeu td be ngoii nhu sd lupng cic phin nin, thdi gian giao hing, giii quyet cic loi sai, vi can eir vio dd de danh gii su hii long eua khich hing Ket qui li viec xiy dung cac cMen lupe cham sdc khich hing thudng bi inh hudng Idn bdi cic yeu td nhu sin pham, quy trlnh vi cic chinh sich eua cdng ty, tire li theo quan diem cua DN, dieu dd ddi kM cdn trii ngupc vdi nhung gl khich hing mong mudn Do dd, din den mdt khoing cich Idn giiia khich hing vi DN
Bdi vay, cic cdng ty can tim Meu cich dinh gii DN cua khich hang, dit minh vio vi tri cua hp de Meu dupc quan diem cua hp Tham cM, ban cd the thue nhirng "khach hing bi mat" thudng xuyen bio
(3)KINH TE BUU DIEN
cio ve thdng tin vi y Men khach hing Hien cdn cd nhiing cdng cu vi cdng nghe phin tich mdi gin ket cic dii Ueu niy lai vdi nhau, giilp DN Meu dupc nhiing trii ngMem cua khach hing Vi du, eie cdng ty ed the tien hinh phan tich:
Phan tich cpian diem ciia khaeh hing theo loai su Men Cac DN nen dirih thdi gian de gap go khich
hing vi tUn Meu cM tiet hon ve ly khach hing gpi kMeu nai Qua dd thu thap y kien phin hdi ctia khich hing Uen quan tdi mire dp thoi man cua hp ddi vdi sin pham, dich vu ciia nhi sin xuat, de tir dd cd cac phuang in vi cMen luge hoat ddng phii hpp vdi tM Meu eua khich hing, nham gia tang Idng trang thirih, kich tMch hp quay lai mua sim vi sin Idng gidi tMeu sin pham hay dieh vu eua ban tdi ban bd, ngudi thin vi ddng ngMep cua hp
Phan tieh quan diem ciia khaeh hing bang each phan doan: Cdng ty cd the tim Meu vi dinh gii cie
phin doan (nhdm) khich hing khic Vi du, nhiing khich hing VIP tMch mdt img dung nhu the nio, hoac lim the nio de khich hing the he tre tMch su dung sin pham dd hon Tti day, DN ed the tao cic sin pham, dieh vu vi xay dung cac cMen lupe bin hing phii hpp hon de tham nhap vio cic phan doan khich hing khic
Phan tieh cpian diem ciia khaeh hing qua nhieu kerih Nhiing mong mudn, nhu eau vi mong dpi cua
khaeh hing ludn bien ddi nhanh chdng ciing vdi nhiing thay ddi cua tM tmdng, vi vl vay, nhung gl kMen khich hing tMch thii lite niy ed the khdng cdn Meu qui niia nhirng thdi diem khac Do dd, neu cM phin tieh thii dd cua khaeh hing theo mdt kenh don (vl du mdt cudc khio sit), tM se khdng eung cap dupc cii nhin day du ve quan diem cua khich hang ddi vdi sin pham/dich vu eua cdng ty, bdi vay viec phin tieh dinh gii can phii xem xdt tren nMeu kenh, nMeu gdc dp vi tai nhieu thdi diem khic Vi du: DN cd the to chirc eie cudc dieu tra tham dd khich hing, lay y kien, ket hgp vdi phdng van hay sir dung cac pMeu gdp y
Tdm lai, nim bit tim ly vi mong mudn eiia khich
hing ludn li yeu td quan ttpng hing dau tre oat eir cMen luge cham sdc khich hing nio Clu kM nio ban biet dugc khich hing thuc su mong mudn nhiing gl tM luc dd ban mdi cham sdc khich hing Meu qui vi ehu dio rihat
c i t giam chi phi va nang cao s i / hai long cua khach hang
Cich tdt nhat de giii khich hing li lim hg hii Idng Vi cich tdt nhat de lim hii Idng khich hing li omg cap cho hp hing hda, sin pham, dieh vu khdng cM ximg ding mi cdn cao hon gii tri ddng tien cua hp Ctmg vdi sir phit trien ciia cdng nghe, viec Cham sdc khich hing ciing trd nen don giin hon, eie DN cd the xem xdt trien khai phuang an sau:
Cong nghe tu phuc vu (Sell-servicej Ngudi tieu
diing thdi Men dai dang mong mudn dupc giii phdng khdi nhiing noi pMen toil xep hing rat mat thdi gian Hp van cd the mua sim, dip img cic nhu cau ci nhin mi ching can trd chuyen vdi ngudi cung cap CM can mot eii cham vio hinh miy Unh li ed the nit tien ngin hing, mua kM ddt, dit vd xem phim, mua thire in, xin ddi bing lai, dang ky sang ten xe, xuat trinh vd may bay vi nMeu thir khic niia Dieu dd khdng ehi giup DN cat giim cM pM bin hing mi cdn mang lai nhiing trii ngMem tdt hon cho khaeh hing Vi ngiy cing cd nMeu Unh vuc kinh doanh ed quan he khich hing ting dung cdng nghe mdi niy
Tuphuc vu ket hop vdi suhd tig ciia dai ly Su ket
hpp niy mang lai nhung uu diem Idn vi Meu qui vi cM pM, kM cho phep su can tMep cua ngudi thdng qua chat hoac trd chuyen -neu khich hing gap phai mdt van de ric rdi
Tich hop 0ao dien khach hing Hien nay, cic dai
ly vi cac he thdng cd the phdi hpp chat che vdi de mang lai trii nghiem phii hgp cho khich hing Vi du, mdt he thdng cM sir dung cdng cu phan tich de eung cap cie dieh vu hoac cac khuyen eao bin hing Uidi gian thuc, phii hpp vdi kiic ^ng ea rihan kM hg ggi den trung tim dieh vu khac; g
(4)KINHTE BUU D I E N
Dieu dd khdng cM giiip tao mdt ttii ngMem tdt cho khich hing mi cdn giiip cit giim cM pM
Tdng doanh t h u v6i cac chien iiidc ban hang da kenh
Trong nen kinh te khd khan Men nay, cit giim cM pM li mdt rihiing thach thirc Idn Ben canh dd, cic DN ciing nen tip trung vio khau ban hing de nang cao doanh thu vi vupt qua suy thoii
Cie phin tich ed the giup cac DN thu hut cie khich hing mdi vi hpp tie Meu qua hon vdi nhiing khich hing da ed Dua tren eie dii Ueu thu thap dupc, hp cd the xic dinh eie phin doan khich hing quan ttpng vi tip trang ngudn luc vio dd Ddng thai, cic cdng ty nen phit trien mdt cMen lupc bin hing da kenh Vi du: Thay vl phit trien kenh ban hing trac tuyen ddc lip, DN nen ket hpp ci hai kenh: tmyen thdng vi trac tuyen nhim khai thie mat manh eua mdi kenh bin hing, tir dd dem lai gii tri gia ting cao nhat cho khich hing
Vdi su ket hpp cua cdng nghe tu phuc vu vi sir hd trp eua dai ly, ning phuc vu khich hing tme tuyen vi trayen thdng, cic cdng ty cd the chuyen ddi til phuang thiic bin hing thdng thudng vi eie chirc nang quin ly tii khoin den cic kenh bin hing tu ddng Do dd tao mdt phuong thirc kinh doanh Meu qui, kinh te, gdp phan gia tang doanh thu
T i n g cUdng va tri sir t r u n g t h a n h cua khach hang thong qua tiep can chu dong
Trong kM cit giim chi pM vi thiic day doanh thu, cic cdng ty ciing can chu ddng giii chin nhiing khich hing da ed vdi nhiing ke hoach, cMen luge toin dien, die biet li mdi tradng canh trarih Men Nhung dieu khich hing mong mudn cd the dugc cMa thinh hai nhdm khic Thir nhat, khich hing mudn dich vu cdt ldi hoat ddng kinh doanh eua ban thue sir dap img nhiing nhu cau ciia hg Thii hai, khich hing mong dgi dieh vu hau mai sau bin hing eua ban thuc sir tien lpi Tuy nMen, khdng cd yeu td nio nhirng yeu td ke tten se giiip ban tao sir trung thinh ciia khich hing ciing lihu kMen hp ndi vdi rihirng ngudi xung quanh ring sin pham, clieh vu cua ban tdt den miic
nio Khich hing ddn nhin nhiing dich vu cdt ldi mdt each duong nMen
NMeu eude ngMen cim ve khich hing da ven hire bi mat ve nhiing sd Ueu khich hing cim thay khdng thoi man vdi dich vu cua cie cdng ty:
- 96% khich hing khdng thoa man khdng bao 00" tme tiep phin nin vdi nhi cung cap
- 90% khich hang bat man se khdng quay ttd lai - Mdt khich hing khdng hanh phiic se ke ve dieu niy vdi ngudi khic
Nhiing sd Ueu thdng ke tren cho thay ring phan Idn khich hing se khdng tu ddng giai bay vdi DN ve ndi that vpng cua hp ddi vdi chat lupng dich vu Don gian vl hp se rdi bd ban va khdng bao gid quay lai niia
Do dd, cic DN nen ehu ddng tiep can vi tim Meu khich hing, nhim dap img nhu cau eua hp tdt nhat, nhu vay hp se hpp tic vdi ban nMeu hon Ngoii cic ich lpi tren, DN cdn cd dupc nMeu ich lpi khac tii viee giao tiep Moi cudc giao tiep li mdt eo hdi cho dieh vu khich hing Hay tin dung timg co hdi vi tat ci eie ea hdi phu thudc vio ddi ngii nhan vien cua ban
KET L U A N
Trong mdi tmdng Men nay, noi mi cic sin pham tuong tu, eie miie gii taong tu vi nhiing dich vu taong tu dang trd nen quy chuan hon, su khic biet se xuat Men tam tri khich hing tren ca sa bin sic nhan Meu, nhin thiie vi Unh cim ve DN, tat ci dupc gpi Chung li trii ngMem cua khach hing Vi ehinh nhirng trii ngMem eua khich hing se tao su khac biet, xay dung Idng trung thinh vi cud'i ciing din tdi su ting tradng vi Igi nhuan ngiy mdt cao cho cie cdng ty
Thiiy Hdng, Lan Huong Tai lieu t h a m khao
[1] Succeeding with customer care in challenging times, Telecom Asia, November, 2009
[2] ANDREW B ZIMMERMAN, Managing through Challenging Times, Accenture