IV. PHAN TICH SWOT HOAT DQ NG THU ClTdC TAI VMS
2.Chinh sach moi ve phan loai khach hang de to chuc quan ly khach hang VIP
trong boat dong thu cudc cua VMS
2,1, Chinh sach m&i ve td chuc quan ly thu ddi v&i khach hang VIP (tir 10%-20% tdng luang khach hang)
(Xem tieu chi phan loai khach hang VMS tai trang 46, 47) (khach hang dac biet, khach hang Idn, khach hang ngoai giao).
Nghien cuu cac kinh nghiem quan ly khach hang va phan loai khach hang ciia qudc te, rieng tieu chi dugc quan tam va lay lam trung tam ddi vdi quan ly ciia hoat ddng thu cudc do la:
- Thdi gian su dung dich vu cua khach hang.
- Miic cudc sii dung hang thang.
- Thdi diem thanh toan cudc trong thang.
Nhiing tieu chi nay ndi len diem tin dung ciia khach hang cao hay thap va danh gia do tin cay ve thanh toan cudc ciia khach hang, (chi tilt tai trang 16)
+ f^dm 2007: ddi vdi lugng khach hang dac biet, khach hang idn, khach hang ngoai giao
(dinh nghia trang 46, 47) dugc ggi chung la khach VIP. Phan loai va chgn 10% khach VIP - thuc hien td chiic, quan ly cd che do cham sdc thu cudc dac biet va hien nay dang xay dung ca chi ddi vdi lao ddng quan ly, true tiep quan ly thu va cham sdc dac biet, vdi nhung chuang trinh gianh rieng de "giir khach".
+ Nam 2008: Tang khdi lugng khach VIP len 20% tdng sd khach hang vdi khdi lugng
khach nay, gan 80% doanh thu da dugc dn dinh va tan thu. Cac khach hang VIP se dugc hudng cac chinh sach uu dai ve gia, khuyen mai, thdi gian chan cat, chiet khau thanh toan va sir phuc vu tdt nhat. (chi tiet tai trang 16)
2,2, Muc tieu chinh sach phan loai khach hang m&i ciia he thdng thu cu&c VMS
- Ap dung miic do phuc vu cac ddi tugng khach hang khac nhau cd co che rieng biet. - Td chiic quan ly phan cdng cu the nhan vien de quan he phuc vu khach VIP.
- Co dao tao dac biet de phuc vu tung ddi tugng khach bang.
Khi quan tam phan loai khach hang chi tiet cu the se phan loai dugc 98% miic do nii ro. Vdi nhiing kinh nghiem phan loai cham sdc khach hang VIP ciia Singtel bd phan thu cudc trd thanh mot bd phan kinh doanh mang lai Igi nhuan cho cdng ty. Singtel cd chuang trinh lien ket vdi ngan hang va chiec dien thoai trd thanh mot chiec "vi dien tir"dung de thanh toan mgi hoat ddng kinh doanh ciia khach hang (thanh toan hinh thiic GIRO).
Tai Singtel nam 1991 chua cd ca che phan loai de phuc vu khach hang. Den nay 2006, hg da xay dung dugc mot chien luge marketing ciia cdng ty trong dd cd ky thuat phan tich thdng tin cudc ggi cua khach hang, phan tich chi tiet mat do sii dung ciia tung doan khach hang, thdi gian sii dung de biet dugc dau la lugng khach hang mang lai Igi nhuan cao nhat. Lugng khach hang nao la d diem boa vdn va lugng khach hang gay nii ro ddi vdi doanh nghiep.
Phan loai khach hang dua vao nhieu tieu chi: - Doanh thu khach hang mang lai.
- Do tin cay (the hien thdi gian thanh toan cudc).
- Phan loai theo truyen thdng (phan loai khach hang tai chuang II).
Ho kit hgp nhiing tieu chi phan loai khach hang de tu van va tao dieu kien quan ly td
chiic thu ddi vdi tung ddi tugng khach hang khac nhau. Day la bdi hoc kinh nghiem vd ciing quy bdu trong quan ly thu cudc ng, Phdng thanh toan cudc phi VMS hien dang
nghien ciiu va de xuat chi tiet viec phan loai khach hang mdi va cd chuang trinh phuc vu khach hang VIP. Chuang trinh nghien ciiu lich sii thanh toan de tim ra dac diem chung trong boat dgng thanh toan cudc cua mdi loai khach bang.