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De dam bao thu dUdc cac thdng tin ve khach hang tren cd sd dieh tien, cac doanh nghiep thUdng mai ban le nudc ta can phdi hpp hoat ddng marketing truyen thdng va hoat dong marketing [r]
(1)QUAN TRI KINH DOANH
CLAN I P ! ClAN HE KWA8H hANO
imm KINH acANH THUCNG M A I BAN LE
Phan Thi Thu Hoai *
^ ^ = ^ uan tn quan he khach hang la mdt nhOng hudng phat trien mdi cua cac doanh nghiep, C ^ / / a tdet ly quan tn hoat ddng kinh doanh va gdp phan giOp cho cac nha kinh doanh ban
le daTdddc ldi the kinh tetheo pham vi, nhd dd cd the gianh dOdc ldi the canh tranh tren thj trodng Quan trj quan he khach hang ban le cd nhOng dac trung khac vdi quan tn, quan he khach hang cac Unh voc khac va can phai thOc hien theo mdt tien trinh nhat djnh de dat tdi dich cudi cung la cdng kinh doanh Trong dieu ki$n canh tranh cua nganh kinh doanh ban le dang bao hda hien nay, cac nha ban le can van dung triet ly tren gdc khac tO xac lap muc tieu, khac biet hda chao hang tdi cac khach hang, tao mdi trudng hoc hoi lab giOa khach hang va nha ban le, thuc hien ddi mdi khdng ngOng va ludn tao gia tn cho khach hang ddng thdi can tao dieu kien thudn ldi nhat de dam bao cd the thUc hien trao ddi tUdng tacgiOa doanh nghiep va cOa hang ban le vdi cac khach hang
1 Dac trUng hoat ddng quan tr| quan he vdi khach hang cua cac nha ban le
Theo truyen thdng, cac nha lam marketing ban le thudng theo dudi de dat dupc th| phan nhd dd cd the gianh dUpc Ipi the kinh te theo quy md PhUdng thOc kinh doanh d mdt gdc dp nao dd la hpp ly, nhung xet cho cung phUdng thUc mar-keting dai tra da de lang phi mot ngudn loc tOdng ddi Idn ThOc te cho thay, de thu hut mot khach hang mdi phai bd mdt khoan chi phi cao gap 10 lan khoan chi phi dung de lOu giO mot khach hang hien tai Ddng thdi, cac nha ban le thay rang can phai khai thac tdt nhat gia tri khoang thdi gian hpp tac cua doanh nghiep vdi khach hang ke ca khach hang cua hp la nhOng ca nhan va hd gia dinh nhd le, vi vay hien cac nha lam marketing ban le thodng theo dudi song song ca hai chien lOpc marketing la theo dudi th| phan cua th| trudng va dac biet phai theo dudi th| phan cua khach hang, nghTa la khai thac tdt hdn tOng khach hang ddi vdi hoat ddng ban le cua minh de lam the nao mdt khach hang mua modi san pham (tOc la dat dope ldi the theo pham vi) chO khdng phai chi ciiu y tdi viec thu hut modi khach hang va mdi khach hang chi mua mdt san pham (tOc la dat ldi the kinh te theo quy md) Tuy nhien, mOc dp khai thac nhOng khach hang hien tai cua cac nha lam
marketing ban le lai phu thudc vao quan he cua hp vdi khach hang Cac nha lam marketing ban le thoc hidn td chOc cac no" lOc marketing theo cac chOdng trinh thu hut va lUu giO cac khach hang de cd the tdi da hda thu nhap cua nha "ban le khoang thdi gian quan he vdi cac khach hang cua hp Cac nha lam marketing ban le cd gang tang hieu qua hoat ddng cua minh tren cd sd gia tang ty le khach hang mua lap lai, gia tang cac khgch hang trung va so gan ket cua hp vdi cac nha ban le De dat dope dieu cac nha ban le phai xay dong so tin todng ddi vdi khach hang, xay dOng va gia tang so quen thupc ddi vdi khach hang va nudi dOdng quan he dai han vdi hp, ludn xay dong va quan tr| mdi quan he tOdng tac vdi khach hang de dam bao mpi hoat ddng phai hodng tdi phuc vu tdt cho khach hang Trong khoang thdi gian quan he vdi khach hang cac nha lam marketing ban le phai tdi da hda nhOng ddng gdp cua tOng khach hang vao Ipi nhuan tong the cua doanh nghiep
Ddi vdi cac nha ban le, khach hang cua hp la cac ca nhan va cac hp gia dinh nen cd sd lupng khach hang Idn ddng thdi cd dac diem nhan kiiau
PGS TS., Trudng Dai hpc Thuong mai
KHOA HOC
(2)TRI KINH D I
hpc, dSc diem tam ly het sOc da dang Hdn nOa, sd lan mua hang cua nhOng khach hang mua le thodng nhd, dd viec nam bat dcic diem, theo ddi so thay ddi nhu cau, hoan canh cua khach hang theo thdi gian, thoc hien cac djch vu sau ban va quan he tUdng tac Hinh 1: Qua trinh va cac giai vdi khach hang cd
tinh dieh tien khd khan hdn nhieu so vdi cac nha kinh doanh ban budn vdi cac khach hang cd sd lupng Idn hdn va mua tap trung hdn Dac biet, vdi cac
khach hang cua nha ban le thi sd thich va th| hieu thay ddi nen mong mudn, yeu cau vdi dang san pham lai cd so thay ddi theo lOa tudi, theo giai doan khac cua chu ky ddi sdng, hoac qua trinh sinh trudng va thay ddi nghe nghiep, hoan canh sdng cua cac ca nhan va cac vien hp gia dinh Vay nen, qua trinh quan tr| quan he vdi khach hang ddi hdi cac nha ban le can nhan dang, nam bat dupe nhOng thay ddi va cac tac ddng cua no tdi hanh vi mua cua khach hang de dieu chinh cac chUdng trinh marketing hdn hpp cho phO hpp vdi tOng ca nhan khach hang va tOng hp gia dinh theo tOng giai doan So vdi cac nha ban budn, cac nha ban le gap khd khan hdn nhieu nam bat thong tin khach hang, phan doan khach hang, theo doi nhOng thay ddi cua khach hang vi vay cac nha ban le can cd nhOng phUdng thOc thich hpp de thu thap thdng tin ve khach hang, theo ddi nhOng thay ddi ve hanh vi mua, cd nhOng cdng cu giup nhan dang k|p thdi sU chuyen ddi tO giai doan sang giai doan khac cua chu ky ddi sdng cac ca nhan va hd gia dinh Ngoai ra, cac nha ban le cd sd lupng khach hang Idn, yeu cau da dang, phOc tap va khach hang phan tan, cho nen viec dieu chinh chUdng trinh marketing cd tinh ca nhan hda cao va viec dam bao dat hieu qua chi phi hoat ddng quan tr| quan he vdi khach hang cua hp thoc SO khd khan hdn nhieu cac nha kinh doanh vdi cac khach hang td chOc Vi vay, cac nha ban le ngoai viec ap dung nhOng phOdng phap thoc hien cac hoat ddng marketing cd tinh ca nhan hda cao cdn phai phu hpp vdi tiem nang Ipi nhuan ma ca nhan cac khach hang va cac hp gia dinh cd kha nang mang lai
2 Cac budc cua quan tr| quan h$ khach hang Quan tri quan he vdi khach hang cua cac nha ban le thudng bao gdm cac hoat ddng khac theo mdt trinh to nhat dmh dope bieu dieii hinh
doan quan tn quan he khach hang cua nha ban le
Bodc 1, djnh hodng khach hang: toan bd
doanh nghiep hay cOa hang ban le phai cd suy nghT va hanh ddng tap trung vao cac nhu cau, mong mudn va khd khan cua khach hang hien tai cung nhu tiem nang De dam bao cd the thoc hien dieu nha ban le phai cd tri thOc day du va thdng tin chinh xac ddi vdi th| trudng, san pham, ddi thu canh tranh va dac biet la cac khach hang
Bodc 2, tap trung vao chat lodng san pham va djch vu: yeu td quan trpng cd the cdng dUdc
la chat lupng san pham va d|ch vu cua nha ban le phai dam bao tUdng quan vdi cac ddi thu canh tranh Cac nha ban le can phai phdi hpp nhOng hieu biet ve nhu cau cua khach hang vao giai doan thiet ke chung loai m§t hang ban le, nghTa la tim kiem cac chung loai san pham thich hpp cho cac khach hang hien tai va tiem nang cua nha ban le
Bodc 3, khach hang thoa man: sau khach
hang mua va sO dung san pham d|ch vu, nha ban le phai dam bao khach hang thoa man vdi san pham va djch vu ma minh cung cap Chi khach hang dat dupc mOc dp thoa man cao thi hp mdi cd the tien hanh mua lan sau hay lap lai mua nhieu lan trd khach hang thudng xuyen, ddng thdi hp se gidi thieu nha ban le vdi nhOng ngudi khac
Bodc 4, lou giO khach hang: yeu td then chdt
trong xay dOng cac khach hang thodng xuyen la phai dam bao dUdc so thoa man cua khach hang Cac nha ban le thudng phai thOc hien chinh xac cac hoat ddng cua hp thich Ong vdi y tOdng va mong mudn cua cac khach hang, tham chi cdn quan tri cac hoat ddng de cd the dap Ong cao hdn nhu cau cua khach hang, tao sU thoa man cao nhd dd cd the tao l$p dope cd sd de phat trien
So 37/2010 _KHOA HOC
(3)QUAN TRI KINH DO/
hoat ddng kinh doanh tOdng lai
Bodc 5, gia'in cua khach hang va so cdng cua nha ban le: den giai doan nha ban
le tao lap dope mdi quan he ben chat vdi khach hang, mdi quan he cd anh hudng rat Idn tdi Ipi nhuan cua nha ban le Lpi nhuan trung binh tren mdt khach hang cua nha ban le se gia tang cung vdi so gia tang cua mdi quan he khach hang vdi nha ban le, nen cac nha ban le phai phan dau dat tdi giai doan
3 Van dung quan tr| quan h§ khach hang cua cac nija kinh doanh thUdng mai ban le nUdc ta
De cong viec khai thac moi quan he vdi khach hang cac nha lam marketing ban le nudc ta phai dap Ong cac yeu cau sau:
ThO nhat, xac dinh muc tieu ddi vdi hoat ddng marketing ban le
Ddi vdi cac nh^ '•^m marketing ban le thoc hien quan tri quan he vdi khach hang thodng phai dat muc tieu la thoc hien Idi keo va ban hang cho khach hang, xay dOng quan he vdi khach hang theo tiem nang Ipi nhuan khach hang mang lai Cac nha ban le khdng nen chi quan tam den mOc Ipi nhuan hien tai cua khach hang mang lai cho minh ma can quan tam tdi cac tiem nang Ipi nhuan cua hp Mot sd khach hang Ipi nhuan hien tai mang lai thap nhong tiem nang Ipi nhuan lai rat cao nho cac khach hang hien la sinh vien dai hpc thudc mdt sd nganh nghe cd thu nhap cao xa hdi, day la ddi tupng can tap trung khai thac tUdng lai Vi vay cac doanh nghiep hay cOa hang ban le can quan tam tdi cac thdng tin chinh xac ve mOc Ipi nhuan hien tai va tiem nang Ipi nhuan tOdng lai cua cac khach hang khac de tO dd cd cac bien phap Ong xO cho thich hpp Hinh la mot nhOng cp sd de nha ban le phan loai khach hang va loa chpn nhOng quyet dmh dau tu va xay dOng quan he cho thich hdp vdi cac phan doan khac
Hinh 2: Phan doan khach hang theo ldi nhuan khach hang mang lai [=han tlcti tiem nang Igi nliu?n khach hang
mang lai cho nha ban IS
Han che Dangke
MJK:ldnhu$n hiatal khach [lang mang lai
cho nha ban le
Cao Mp
Baovevaduytri
QLiantnvaloaibo
Tinh the duacua thich nhat-khai thac I S da hoa
Ngoai ra, vdi cac khach hang hien tai, cac nha lam marketing can nhan dang va danh gia dupc sd hp nhdm nao cd dieu kien, cd kha nang tai dat mua va phai dat muc tieu, tim kiem bien phap de cung cd, thuc day cac khach hang tai d§t mua Cac nha lam marketing ban le can len ke hoach de quan tr| cac lan mua lap lai cua khach hang nham dat dupc muc tieu khai thac tdi da quan he vdi khach hang
ThO hai, van dung bien phap marketing ban le khac biet hda
Sau nhan dang nhOng nhdm khach hang khac nhau, cac nha lam marketing ban le can nhan dang, xac djnh dupc dac diem ca nhan cua khach hang hien tai va tiem nang, ddng thdi thuc hien cac bien phap marketing khac biet hda tdi nhOng nhdm tren cd sd khac biet hda mOc gia tr| cua khach hang ddi vdi cOa hang hay doanh nghiep thOdng mai ban le va dac diem nhu cau cua ban than khach hang Khac biet hda theo hudng tien tdi khach hang hda va ca nhan hda hoat ddng marketing ddi vdi khach hang de cac • chao hang, Ong xO marketing ban le phu hpp vdi khach hang d tOng san pham, d|ch vu chao ban tdi khach hang
Cac nha lam marketing ban le cung can thudng xuyen theo ddi, nhan dang khach hang de dOa cac chao hang thich Ong giOa cac san pham, d|ch vu cua nha ban le vdi nhu cau cua khach hang va thoc hien cac bien phap to van cho khach hang, thuyet phuc khach hang theo nhOng phOdng each cd tinh ca nhan hda cho tOng khach hang Cac nha lam marketing ban le can thoc hien hoat ddng marketing chu ddng ddi vdi cac khach hang mua lai va khach hang trien vpng nham thuc day hp thoc hien hoat ddng mua lai
Hoat ddng marketing ban le cung phai dUpc triet de phan cap theo tam quan trpng cua khach hang ddi vdi cOa hang hay ddi vdi doanh nghiep ban le, dd la cd sd de phan bd ngudn loc cua hoat ddng marketing ban le, tO cung cap cho hp nhOng kinh nghiem mua sam khac biet hda vdi cac nhdm khach hang khac Cac doanh nghiep thOdng mai ban le can tap trung tren hai gdc dp la can phai ghi nhd cac thdng tin ve dSc diem nhan
(4)im mMH D
khau hpc, nhu cau cua khach hang va ghi nhd hd khach hang de nhac nhd hp nhOng thdi diem ma nhu cau mua sam cua hp se cd nhOng thay ddi hoac dieu chinh De cd the khai thac tdt gia tn khoang thdi gian quan he vdi khach hang cac nha ban le can thuc hien quan tn va dieu chinh hoat ddng marketing ban le theo cac phan doan khach hang khac nhau, theo giai doan cua chu ky cudc sdng va theo nhu cau cua khach hang Chi l<hi lam dupc dieu cac nha lam marketing ban le mdi tao dupc ly xac dang, vOng chac ma ddi thu canh tranh khd cd the tan cdng dupc, tO dd tap trung thuc day khach hang mong mudn thoc hien giao d!ch vdi nha ban le
De thoc hien quan tr| quan he khach hang, cac nha ban le can khai thac tdt hdn cac thdng tin thu thap dupc de cd the ket hdp giOa viec xay dong chOdng trinh marketing cd tinh ca nhan hda vdi cac khach hang va cac hp gia dinh vdi cac chOdng trinh dai ngp khach hang Cac thdng tin thu dupc cho phep phan doan dupc khach hang theo tiem nang Ipi nhuan hien tai va tiem nang ldi nhuan tUdng lai cung nhu phan doan dupc theo dac diem hanh vi mua cua khach hang nhu nhu cau, sd thich cua khach hang Cac phan doan la cd sd de cd nhOng chUdng trinh marketing thich hdp vdi dac diem cua khach hang va la cd sd de xac dmh mOc dp dau tu cua nha ban le cho tOng phan doan khach hang theo tiem nang Ipi nhuan cua hp Mot nhOng bien phap ddn gian nhat de phan doan khach hang theo tiem nang Ipi nhuan hien tai la cac nha ban le phan doan khach hang theo khdi lupng hang hda tich ddn ma hp mua va phan biet cac loai the khach hang khac nhu the thdng thudng, the bac hoac the vang ChUPng trinh uu dai cac nhdm the khach hang phai khac va Ipi ich cua chUdng trinh xay dong ty le vdi tiem nang ldi nhuan khach hang mang lai
Ngoai ra, tren cd sd cac thdng tin ve hch sO mua sam cua cac khach hang, nha ban le cd the du bao dupc hanh vi mua cua khach hang de cd nhOng chao hang thich hpp tdi cac khach hang tren cd sd van dung bd sung cac cdng cu market-ing troc tiep cd the tOdng tac vdi khach liang nhO e - mail, dien thoai' cd dmh hoac dien thoai di ddng, thO chao hang trOc tiep TO dd, cac nha ban le cd the bao dope cac san pham hang hda ma khach hang quan tam, cac san pham bd trp vdi san pham hang hda hp thodng mua, nhOng thay ddi nhu cau va th| hieu de dieu chinh chao hang
So 37/2010
cua minh, cd bien phap thdng tin va Idi keo khach hang Vi du nhu cua khach hang chuyen to giai doan dodi thang tudi len giai doan tO thang den tudi thi loai sOa bdt danh cho be se thay ddi va nha ban le can cd tho nhac nhd khach hang Hoac vdi chung loai hang hda ma khach hang thudng mua, nha ban le cd nhOng thOdng hieu mdi hoac san pham mdi cung cd the gOi thU chao hang nhOng thay ddi tdi cac khach hang Ngoai ra, viec trOng bay hang hda d cOa hang ban le, cac hoat ddng xuc tien vdi cac khach hang cung dupc thoc hien tren cd sd cac thdng tin thu dupc ve sd thich va th| hieu cua khach hang, qua dd the hien sO cham sdc cua nha ban le dupc thich Ong mot each dieh tien vdi d3c diem cua tOng khach hang toan bp qua trinh quan he cua nha ban le vdi khach hang Thoc hien dope dieu dd se gdp phan thoa man cao nhu cau cua khach hang vdi cac san pham va d|ch vu cua nha ban le, day la tien de tao so trung cua khach hang va khai thac tdi da tiem nang mua sam cua tOng khach hang
ThO ba, tao mdi trodng de nha ban le va khach hang thoc hien hoc hoi lan
Cac nha lam marketing ban le ngoai viec thoc hien cac hoat ddng marketing ban le khac biet hda theo khach hang cdn phai xay dong cac kenh thdng tin giao tiep troc tiep vdi khach hang de cd the thu thap thdng tin phan hdi tO khach hang ve cac chao hang va chOdng trinh marketing ban ie ddi vdi hp Ben canh dd, kenh thong tin cung phai gdp phan giup khach hang cd the chu ddng va theo cac phUdng thOc an toan de ludn cap nhat dupc nhOng thdng tin ve san pham, ve cac nha marketing ban le Chinh so trao ddi thdng tin tOdng tac se lam cho cac nha lam marketing ban le hieu dope khach hang tdt hPn ddi thu canh tranh va chuyen hda nhOng hieu biet hanh ddng nhanh hdn, tOc la chuyen cac chUdng trinh marketing thich hdp vdi khach hang Day la mot nhOng diem quan trpng de gianh dupc Ipi the canh tranh so vdi cac ddi thu
ThO to, cac nha lam marketing ban le phai thoc hien ddi mdi khdng ngOng de cd the tao cac gia tn mdi cho khach hang
Gia tri thoc so chi cd the tao cho khach hang cac nha lam marketing ban le thoc hien khai thac triet de cac hieu biet cua hp ddi vdi khach hang de tao nhOng ddi mdi dap Ong dope nhu cau cua khach hang mot each chu ddng hdn va tdt hdn Doa
_KHOA HOC ' ^
(5)QUAN TRI KINH DOANH
tren nhOng hieu biet ve khach hang ma cac nha lam marketing ban le chi tao nhOng gi ma khach hang can va chuyen hda nhOng yeu td cac ddi mdi, cai bien san pham, d|ch vu va chi tap trung vao so ddi mdi thi mdi cd the tao so phat trien hOu cd va tang dupc so thich Ong cua nha ban le vdi tinh hinh chu ky sdng cua cac san pham cang ngan hdn Cac nha lam marketing can phai nam rd cac nhan td tac dong tdi nhu cau cua khach hang bao gdm cd nhu cau ddi vdi san pham, nao hp can tdi cac san pham nay, hp can tdi no d ndi nao ve d|a diem cung nhu ndi nao tren gia bay hang, va hp can tdi bao nhieu
ThO nam, tao lap dieu kien cd sd thuc hien quan tn quan he khach hang cua nha ban le
Dieu kien de giup cac nha lam marketing ban le thoc hien quan tr| quan he khach hang cong la phai thoc hien thu thap u iCng tin va dO lieu k|p thdi tao cd sd dO lieu ve dac diem cua cac khach hang, thoc hien thuc day cac hoat ddng ban hang dan cheo dOa tren hd sd thdng tin ve khach hang, xay dong cac mdi quan he ben chat vdi khach hang tao cac cong ddng khach hang thoc, tao dong he thong de khach hang cd the to phuc vu, cd the chao ban tdi cac khach hang thdng qua cac phUdng tien marketing trOc tiep de tiet kiem thdi gian, cdng sOc cho khach hang va dat dope hieu qua chi phi Idn hdn Cac kenh thdng tin tUdng tac vdi khach hang cd the tao lap tai cOa hang, dudng day ndng, hdm thU gdp y, cac trang web va email, thu true tiep, cac cudc ndi chuyen
Cac nha ban le can thu thap thdng tin cd ban, can thiet ve cac khach hang lam cd sd thu thap, lUu trO va phan tich dO lieu nham nhan dang nhu cau va hanh vi mua De lam dupe dieu cac nha ban le Viet Nam nen khai thac chUdng trinh The khach hang d cac cOa hang ban le cua minh Lan dau tien khach hang mua hang hp se dupc dang ky the khach hang sau da cung cap day du thdng tin can thiet ve ban than va gia dinh theo mdt bieu ma'u thdng nhat ma nha ban le xay dOng de dam bao cd dope cac thdng tin day du va ddng bp Mac du, nhieu nha ban le d Viet Nam da cd cac chUdng trinh The khach hang nhien viec sO dung nhOng thdng tin thu dope ve khach hang va qua trinh mua sam de tao cac cd sd dO lieu va khai thac chOdng trinh marketing thi cdn rat it cac nha ban le thOc hien dope
Cac nha ban le theo cac hinh thai ban le hien dai cd cac dieu kien thuSn Ipi hPn nhieu so vdi nha ban le theo hinh thai truyen thdng vi cd he thdng may
KHOA HOC ^ ^ ^ ^ ^ ^ ^ _ ^ ^ ^ ^ _ ^ ^ _ _ ^
quet la mdt nhOng cdng cu hOu hieu thu thap thdng tin va theo doi su dieh bien ve hanh vi va hoat ddng mua sam cua cac khach hang
De dam bao thu dUdc cac thdng tin ve khach hang tren cd sd dieh tien, cac doanh nghiep thUdng mai ban le nudc ta can phdi hpp hoat ddng marketing truyen thdng va hoat dong marketing troc tiep de dam bao so tudng tac trao ddi thdng tin giOa nha marl<eting ban le vdi khach hang, lam can cO thu thap thdng tin de dieu chinh, thich Ong cac chao hang va hoat ddng marketing k|p thdi theo nhOng thay ddi cua khach hang
Nho vay, quan tr| quan he khach hang la mdt nhOng hudng phat trien mdi cua cac doanh nghiep dac biet la cac doanh nghiep thUdng mai ban le dieu kien nganh kinh doanh ban le bao hda, day la mot nhflng bien phap cd the tao nang loc canh tranh cho cac doanh nghiep ban le va dam bao tri, nang cao vi the cua doanh nghiep tren th| t r o d n g •
Tai li$u tham khao:
1 Auto Origin report, Cutomer Relationship
Management, 2006
2 Benjamin Scribner, CRM and retail industry, November 2001
3 Gerhard Raab, Riad A Ajami, Vidyaranya B Gargeya, G Jason Goddard, Customer
Relationship Management: A Global Perspective,
Prentice Hall, 2010
4 GreaterChina CRM report, 2005,
Customer-centric Retailing
5 Microsoft Dynamics™ CRM report
Customer Relationship Management: The Winning Strategy in a Challenging Economy, April
8th, 2009
6 SAS special report Competing as a 21st Century Retailer, Master the new realities of
cus-tomer relationship management, 2003
Summary