Bai Giang CRM TTVanAnh

2HC PHN QUN TR QUAN H KHCH HNG (Customer Relationship Management) A. Quy cch mn hc Tng s tit: 30 tit - L thuyt:20 tit - Thc hnh:10 tit S tn ch:2 B. Lin h vi mn hc khc Hc phn tin quyt: Marketing cn bn C. Tm tt ni dung mn hc Mnhcnghincutngthvquntrquanhkhchhng(CRM)gmchinlc, nhng o lng marketing, t chc, s dng c s d liu khch hng Qua vic phi hp l thuyt v thchnh, mn hc gip sinh vin tr li c cc cu hi nh: Th no l CRM? CRMgiptatcgvtcnhthno?CchthcthchinchinlcCRM trong t chc? D. Mc tiu mn hc Sau khi hc xong sinh vin c th: -Nm c cc khi nim ct li trong CRM -Hiu c cch p dng cc thnh t trong m hnh IDIC to ra v qun tr quan h khch hng hiu qu. -Thc hin c nhng o lng marketing theo khch hng. -S dng c c s d liu khch hng hiu qu, thc thi c chin lc CRM. -Tng k nng lm vic nhm, tho lun v bo v cc quyt nh chin lc v CRM. E. Phng thc tin hnh Ngoi vic tham d gi ging trn lp, t hc nh, sinh vin phi hon thnh: -Bi tp c nhn: Tr li mt cu hi do gio vin cung cp vo gia k (10%). -Bi tp nhm: Vit mt vn lin quan n ni dung ca hc phn hoc v thc tin Quan h khch hng mt t chc do sinh vin t chn (30%). -Thi kt thc hc phn: 60%. 3 Chng 1: TNG QUAN V QUN TR QUAN H KHCH HNG ........................... 4 1.1Marketing, CRM v gi tr khch hng ................................................................... 4 1.1.1Mt s khi nim v marketing ....................................................................... 4 1.1.2CRM khi nim v c im ........................................................................ 5 1.1.3Gi tr khch hng ........................................................................................... 9 1.2Tm quan trng ca CRM....................................................................................... 9 1.3Nhng t tng v quan h khch hng ................................................................ 11 1.3.1c im ca mt mi quan h ..................................................................... 11 1.3.2Thuyt quan h ............................................................................................. 17 1.3.3Qu trnh pht trin quan h .......................................................................... 24 Chng 2: M HNH IDIC TRONG QUN TR QUAN H KHCH HNG ............ 28 2.1 M hnh IDIC v lng tin ........................................................................................... 28 2.1.1Lng tin v nhng mi quan h ..................................................................... 28 2.1.2M hnh IDIC trong CRM ............................................................................. 29 2.2 Nhn din khch hng ................................................................................................ 30 2.3 Phn bit khch hng .................................................................................................. 34 2.3.1 Phn bit khch hng theo gi tr ......................................................................... 34 2.3.2 Phn bit khch hng theo nhu cu ...................................................................... 39 2.4 Tng tc vi khch hng .......................................................................................... 42 2.5 Ty bin theo khch hng ........................................................................................... 51 Chng3:NHNGOLNGMARKETINGTHEOKHCHHNGTRONG CRM ................................................................................................................................... 63 3.1 o lng trong marketing truyn thng ...................................................................... 63 3.1.1 o lng th phn ................................................................................................ 63 3.1.2 o lng tng trng doanh s ............................................................................ 63 3.2 o lng trong Marketing da trn khch hng .......................................................... 64 3.2.1 o lng da trn khch hng chnh.................................................................... 64 3.2.2 o lng da trn khch hng i chng ............................................................. 68 3.2.3 o lng da trn khch hng chin lc ............................................................ 71 Chng 4: S DNG C S D LIU KHCH HNG .............................................. 77 4.1 C s d liu khch hng ........................................................................................... 77 4.1.1 Phn bit d liu vi thng tin ............................................................................. 77 4.1.2 Phn tch c s d liu khch hng ...................................................................... 78 4.2 Qun l c s d liu.................................................................................................. 80 Chng V: CRM CHIN LC V D N CRM ........................................................ 83 5.1 CRM chin lc ......................................................................................................... 83 5.1.1 Cc hot ng ca CRM chin lc ..................................................................... 83 5.1.2 Cc bc hnh thnh CRM chin lc ................................................................. 85 5.2 D n CRM ................................................................................................................ 87 5.2.1 Thnh phn ca h thng CRM, d n CRM........................................................ 87 5.2.2 ng dng ca CRM li nhun v chi ph .......................................................... 87 5.2.3 Gii php trin khai CRM .................................................................................... 88 4Chng 1: TNG QUAN V QUN TR QUAN H KHCH HNG 1.1 Marketing, CRM v gi tr khch hng 1.1.1Mt s khi nim v marketing Marketing: Marketing l mt chc nng thuc v t chc v l mt tp hp cc qu trnh sngto,truynthngvchuyngiaogitrchocckhchhng,quntrccmiquanh khchhngnhmemlilichchotchcvccbnquantmcatchc(Hiphi MarketingHoa K -AMA, 2004). Theo quan im marketing, haivn quan trng t c li ch: Mt l sng to, truyn thng v chuyn giao gi tr cho khch hng; Hai l qun tr cc mi quan h khch hng. Chonunhngnm80,huhtnhngnhmarketingtptrungvovicthutm khch hng qua vic pht trin marketing mix (kt hp ti u sn phm, a im, xc tin v gi t mc tiu phn on th trng 4P). S dng phng tin truyn thng i chng, nhng thng ip nh nhau c gi n tng khch hng. Sn phmvgi c pht trin thu ht ngi tiu dng v nhng i l phn phi c chun ha. Ngi ta tp trung vo vic pht trin h thng thang o kinh t, chi ph y l chi ph sao chp ch khng phi ty bin. Cc doanh nghip ch ngun hng vnchuyn lin tc nhm c nhiu khch hng hn. Mtkhikhchhngtimnng trthnhkhchhng,doanhnghipsbnchohnh xctin,ngoitnvach,vicbnkhngccnhnha.TheoC.Gronroos,yl cch tip cn hon ton ph hp vi ngnh cng nghip hng ha c ng gi Bc M. S thay i ny c xem l marketing c cch mng ha (hay cn gi l bc dch chuyn). Nhng nh marketing bt u dch chuyn t vic thu tm khch hng mi n duy tr, cng c, nui ng khch hng thng qua cc chin lc, sch lc gi l Qun tr quan h khch hng (CRM) (Baran v cng s, 2008). Marketing quan h:Cng thi im u nhngnm 80, cc doanh nghip bt u lmvicvi cc bn khc trong chui gi tr mang li gi tr ln hn cho khch hng, thng l theo chiu dc, lin minhchinlc,nhngdnchungT,nhngnhmarketingmrngcngngh CRMcamnhbaohmcquntrquanhitc(partnerrelationshipmanagement PRM). Mc tiu ca marketing quan h l xy dng kh c gia cc i tc da trn s hi lng, s tnnhimv scamkt t cnhnggiao dchlmhilng cc bn. Nhng i tc ny c thl ni b (nhnvin,thnhvinhi ng,nh u t, chuyngia phn tch ri ro), c th l bn ngoi (cc thnh vin trongknhgnvikhchhng cui cng, khch hng) hay bn ng h (cc bn v lut, chnh tr, cc trung gian iu tit, cng ng). Marketing quan h a marketing v ci r, l bc dch chuyn ln nht trong l lun v thc tin marketing sut hn 50 nm qua (Gronroos, 1996). 5Marketingquanhcmctiuxydngnhngmiquanhludi,thamnccbn quan trng nh khch hng, nh cung cp, nh phn phi v cc bn khc nhm kim c v duy tr cng vic kinh doanh (Kotler v Keller, 2005). MarketingquanhvCRMcnhiuimginghnlkhcdmarketingquanhni lnquanhvickhchhngvitccncmtCRMchnilnquanhvikhch hng.Hnna,c marketing quan hv CRM l chinlckinh doanh ton doanhnghip, khng b gii hn nh marketing truyn thng, ch tp trung b phn marketing. CRM phi c tch hp vi mi chcnng ca doanhnghip thnh cng.Vkhinim, CRM tp trungvonhngthnhphntcnghipcaquanhhnlmarketingquanh.Marketing quan h c thc thi thng qua h thng CRM (Baran v cng s, 2008). 1.1.2CRM khi nim v c im Khi nim CRM CRM Customer Relationship Management l mt hot ng kinh t kh nh ngha bi c ng dng vo nhiu cp khc nhau ca khch hng nh khch hng l nh phn phi, nh bn bun, i tc, ngi tiu dng. CRM khi ng dng cho quan h dng B2B hay B2C cng khcnhau (chng hn t ng ha lc lng bn thch hp cho quan h B2B hn). Kt cucahthngCRMcngskhcnhautytheoquymdoanhnghip,dccdoanh nghip c mc tiu nh nhau. Hp 1.1 Cc quan im v CRM Xem CRM nh gi phn mm, h thng hay cng ngh H thngCRM lgiphn mm c thhiu chnh thngs tch hpvqun tr mi kha cnh tng tc vi khch hng trong t chc v ci thin kh nng ca t chc trong vic x l dch v khch hng, sales, marketing, nhng giao dch trc tuyn v t hng (Green v Ridings, 2002). CRM l mt qu trnh thu thp thng tin tng hiu bit v vic qun tr quan h ca t chcvikhchhngcamnhlmtchinlckinhdoanhmcngnghthngtin c s dng cung cp cho doanh nghip quan im ton din, ng tin cy, tch hp vi c s khchhng, qua mi qu trnhvnhng tng tcvikhchhnggipduy trv m rng quan h c li cho c i bn. CRM do l mt k thut hay mt tp hp cc qu trnh c thit k thu thp d liu v cung cpthng tinh tr t chc nh gi cc ty chn chin lc (Zikmund v cng s, 2003). Xem CRM l vic lu tr v phn tch d liu CRM l qu trnhlu tr v phn tch mt lngln d liu t b phn bn hng, trung tm dch v khch hng, vic mua thc t, i su v hnh vi khch hng. CRM cng cho php doanh nghip i x khc nhau i vi nhng dng khch hng khc nhau (Hamilton, 2001). 6CRM l vic khai thc v phn tch cc c s d liu marketing v s dng cc cng ngh thng tinnhm nhgi tnh hnh ca doanhnghip vxc nh cc phng php cho php cc i gi trlu di(lifetimevalue) ca tngkhchhngi vi doanhnghip (Kumarv Reinartz, 2006). Xem CRM nh s thay i vn ha trong t chc CRM l s thay i vnha utin, tt nht ca mt t chc,chnghn thay i cch thckinhdoanhvicngnghcaotimiimtipxckhchhng(AntonvPetouhoff, 2002). XemCRMnhmthotngquntrtptrungvoCcmiquanhchkhngphi Cc giao dch nh ngha rng hn ca CRM bao gm tt c cc hot ng bin khch hng ngu nhin thnhkhchhngtrungthnhnhlmhilnghochncyucucahtimchs mua li (Swift, 2001). CRM l qu trnh ra cc quyt nh qun tr vi mc tiu sau cng l gia tng gi tr ca cskhchhngthngquaccmiquanhtthnvicckhchhngdatrncsc bit theo khch hng (Peppers v Rogers, 2004). Xem CRM nh mt hot ng qun tr nhu cu CRMlqutrnhquntrnngngmiquanhkhchhng-doanhnghipkhch hng quyt nh tip tc trao ithng mi c li cho c i bn vngn cnh thamgia vo nhng trao i khng sinh li cho doanh nghip (Bergeron, 2002). Xem CRM nh mt chin lc tp trung vo khch hng hin ti CRMbaogmnhngtintrnhkinhdoanhmtchcthchinnhmnhndin,la chn, thu tm, nui dng, duy tr v phc v khch hng tt hn. Nhng tin trnh ny bao hmthathunend-to-endcatchcvikhchhngvtrinvngvmiquanhvi khch hng qua thi gian (Bodenberg, 2001). CRMl mtchinlckinhdoanhtrong doanhthu,linhunvshilngkhch hng t c nh t chc phn on khch hng, nui dng s hi lng khch hng v thc thi cc qu trnh tp trung vo khch hng. Cng ngh CRM nn i su vo khch hng, tng cng tip cn khch hng, tng tc v hi nhp vi khch hng hiu qu hn qua tt c cc knh v cc b phn chc nng ca doanh nghip (Gartner Group). Xem CRM nh kh nng tc nghip, nhn mnh vo quan h sinh li CRM l kh nng to dng mi quan h sinh li trong di hn vi cc khch hng tt nht thng qua vic khai thc mt tp hp cc im tip xc (Lefbure v Venturi, 2001). 7CRM l qu trnh chn la nhng khch hng m doanh nghip c th phc v mt cch sinhlinht v thitlp nhng tng tc ring bitgia doanhnghipvi tngkhchhng (Kumar v Reinartz, 2006). Theo quan im xem CRM l mt h thng, CRM phi lm tt ba vic l thu thp d liu khch hng ti mi im tip xc (qua in thoi, web, e-mail hay cc giao dch c nhn), lu khod liu cung cp d liu theo cch d tip cnnht, cng b thng tin c php s dng da trn d liu. Bn thnh tcngngh mt h thng CRM cn c slkhod liu (cha d liu v khch hng, hp ng, giao dch, knh), cng c phn tch nhn din hnh vi khch hng, cng c qun tr chin dch pht trin, nh gi hiu qu marketing v giao din duy tr c s d liu. nh ngha CRM da trn cng ngh c th, hon thin nht cho rng CRM l k thut t ng,tchhpcctintrnhkinhdoanhtheochiunganglinquannccimtipxc trc tip vi khch hng (front office - nh b phn sales, marketing, dch v khch hng) qua nhiuknhcmilinhvinhau.ngdngCRMphikthpckthuttcnghip (qun tr cc qu trnh kinh doanh da trn giao dch)v k thut phn tch (qun tr cc qu trnhkinh doanh da trn dliu)(Peel, 2002). Tuynhin, chnh Peel sau cng cho rng CRM khng ch v cngngh mlvic pht trinnhng mi quan h thchhpvikhch hng qua s giao thip to nn li nhun di hn. KhihthngCRMthtbi,CRMthinvyutvnhachkhngphicngngh. Nhiudoanhnghip tp trungvo kha cnh i lp vi quan h (chnghnnhgiao dch). y ch l quan im ngn hn, n thun tp trung vo s trao i sn phm dch v thu tincadoanhnghip.Marketinggiaodchxemvicbnlktthccaquanhcn marketing quan h li xem l s khi u. SwiftchorngmctiucaCRMltngchi(mualicakhchhng)nhci thin qutrnh giao thip vi ng khch hng,cung cp ng sn phmvigih cn qua ng knh, ng lc. CRM c t nn tng da trn bn nguyn l: (1) khch hng nn c qun tr nh ti sn quan trng, (2) khng phi tt c cc khch hng u nh nhau, (3) khch hng khc nhau vnhu cu, thhiu, hnhvi mua, (4) hiu khch hng tt hngip doanhnghip cung ng tt hn, ti a ha ton b gi tr. Doanhnghipcnghiu khchhng thcng tngc hi thm nhp th trng v tng phn ng gp ca khch hng (Kutner v Cripps, 1997). dng chung nht, CRM c th c xem l mt tp hp cc hot ng kinh doanh c thitk n gin t mt doanhnghip trongmi linhngy cng thn thin vi khch hng ca mnh nhm hiu hn v ngy cng gia tng gi tr ca mi khch hng. l cch tip cn m v pha doanh nghip nhm hiu v gy nh hng n hnh vi khch hng thng 8qua s giao thip nhmci thin vic thu tm, duy tr khchhng v khnng sinhli ca khch hng. c trng ca CRM CRMchophpnhndng,thuhtvlmtrungthnhnhngkhchhngttnhtnhm t doanhsvlinhuncaohn.CRMtodngnhngmiquanhludi,cngha, mangtnhcnhnvicckhchhng,nhngngistorathunhpchodoanhnghip trong tng lai. CRM pht trin v hon thin cc mi quan h vi cc khch hng qua vic gia tng hot ng kinh doanh vi tng khch hng hin ti ca doanh nghip (cross-selling, up-selling). CRMadoanhnghipngncckhchhnghn,hiurhntngngi, chuyn giao gi tr ln hn cho tngngi v lm cho tng ngi tr nn c gi tr hn i vidoanhnghip.Doanhnghipkhinsnphm,dchvcamnhthamnkhchhng, thun tin,gi trhnkhinkhchhng sn sng dnhht thigian, tin bc cho mnhhn bt k i th cnh tranh no. Vic xy dng gi tr khch hng gia tng gi tr ca chui nhu cu, dng chy kinh doanh t khch hng tr li nh bn l ri nh sn xut. CRMlinquannvicixvinhngkhchhngkhcnhaumtcchkhcnhau. Mtcngtymangchinlckhchhngtngtctrctipvitngkhchhngcnhn. Khch hng cho cng ty bit cch mnh mun c i i. Da trn s tng tc ny, cng ty s iu chnh hnh vi ca mnh i vi khch hng . V bn cht, quan nim c th l miquanh 1-1(mtkhchhngvimtdoanhnghip uvocakhchhngchoti u ra ca doanh nghip i vi khch hng c th). CRM nhm t n nhng mc tiu khch hng c th thng qua nhng hnh ng hng vonhngkhchhngcth.iukhinCRMthnhmtmhnhthcskhcbittrong kinhdoanhvcnhtranhlchinlckinhdoanhcacngtynhmtcmctiu khch-hng-c-thbngnhnghnhngkhch-hng-c-th.Nkhngthcquyl marketingkhikhng chivng thnh cng. Mc tiu lkhch-hng-c-th tcgia tnggi tr mikhchhng. Do , cng tys c nhnghnh ng c thvi mikhchhng bng nhng cng ngh mi. CRM to ra hiu qu u t ti u nh tch hp thng tin khch hng c nhn vo mi b phn chc nng ca t chc, t dch v khch hng, sn xut, logistics cho ti qun tr knh. CRM va l qu trnh tc nghip, va l qu trnh phn tch. CRM tc nghip tp trung vo nhng thit lp phn mm v nhng thay di trong tin trnh nh hng hng ngy ti s vn hnh ca doanh nghip. CRM phn tch tp trung vo vic ln k hoch chin lc cn thit xydnggitrkhachhng,cngnhvnha, olng,nhngthayivtchc thc hin chin lc thnh cng. 9Mc tiu ca CRM l tng trng li nhun qua vic cung ng ng sn phm cho ng khch hng, qua ng knh vi chi ph v thi gian hp l. Mc tiu kinh doanh tng th ca chin lc ny l lm cho doanh nghip ngy cng sinh li bng cch tng bc gia tng gi tr c s khch hng. 1.1.3Gi tr khch hng Gi tr khch hng l gi tr kinh t ca khch hng i vi doanh nghip, th hin thng qua li nhun rng. Cc chin lc gia tng gi tr c s khch hng Chim khch hng (kimc nhng khch hng sinhli)l thchintin trnh bn v marketing khng nhng hiu qu m cn phi ph hp hn. Gi khch hng (nm gi lu di khch hng sinh li, lyli nhng khch hng sinh li, loibnhngkhchhngkhngsinhli)t rathchthclntrongkinhdoanhngynay: qun tr s hao mn khch hng. Mt s ngi cho rng iu ny n gin l cu hi ca vic tng lng trong thnh, gim tl doanh thu. Nhng thch thc cn ln hn nhiu. Gikhch hng cng l vic bit gi ng khch hng. V c bn, y l cu hi v kh nng sinh li. Nhngvnlcnbitulkhchhngsinhlivulkhchhngcthtrthnh khch hng sinh li. Cui cng, nui dng khch hng l vic gia tng gi tr tn ti ca khch hng i vi mt doanh nghip. C 2 cch pht trin khch hng l tng thi gian tn ti ca khch hng v tng tng li tc thu c t mi tng tc ca khch hng trong sut thi gian tn ti . Cchthnhtnginltnglngtrungthnhcakhchhnghgnbvidoanh nghip trong thi gian di. Cch th hai l tng li nhun trn mi giao dch, d on nhu cu ca khchhngv tc nglihnh ng thc t ca khchhng vi s cho hng c nhn ha, thch hp. Mi tng tc vi khch hng l mt c hi xy dng quan h v pht trin gi tr khch hng. 1.2 Tm quan trng ca CRM Kh nng p ng CRMpngvinhngthayimccdoanhnghipangimtclinquann khch hng, th trng, cng ngh lu tr d liu, chc nng marketing. Nhng thay i v khch hng: -S a dng ngy cng tng do nhng khuynh hng nhn khu v hnh vi -Khch hng eo hp v thi gian v khng thch sn phm qu phc tp -S gia tng v mong i ca khch hng v s suy gim v mc hi lng ca khch hng 10-Khch hng c nhiu thng tin hn v trao i thng tin ln nhau, hiu bit hn trong quyt nh mua -Khch hng so snh nhiu hn gia cc nh cung cp, cc giao dch -Khch hng quan tm cc vn x hi v mi trng xung quanh -Khch hng thch c mt quan h lm n lu di nhng suy gim v lng trung thnh Cchmngcngnghkotheocuccchmngkhcmdnubichnhkhch hng.Khchhnggiybittrayucuivisnphmvdchvkhchhng hon thin. Cc doanh nghip nhn ra rng h thc s bit rt t hoc chng bitg v khch hngcnhnvvykhngngngnlcccinhncthhnnhucucamikhch hng. Trong khi khchhng mun c i x nhnhng c nhn hn l nhng con s, theo nhu cu v nhng s thch c nhn, ring bit. H truyn t nhu cu ca mnh mt cch ch ng ti doanh nghip. H mc c, h cho nhng nh qun tr bit mc gi h nh tr, h munsnphmcthitkrasao,mum,lprp, phnphi,bo qunthno.Ngi tiu dng mun c tn trng. Kh nng nh khch hng v nhng thng tin lin quan ca doanh nghip khng ch gip vic t hng d dng hn m cn gip khch hng hiu rng h quan trng. Nhng ng dng my tnh cho php nhng ty chn nh one-click , chuyn pht nhanh, t hng qua mngkhinnhngnhcungcp trc tuynhiu hn tnh cnhn ca khch hng cung cp dch v mc cao hn. Nhng thay i v th trng: -S cnh tranh khch hng mnh m gia cc doanh nghip -S phn ha ca cc th trng -Khng tn ti s phn bit da vo cht lng sn phm -S lc hu nhanh chng ca cc sn phm Ngy nay CRM cn b sung gi tr cho cc khch hng bng vic cung ng cc sn phm c bit ha, nh hng chin lc kinh doanh theo khch hng duy tr th phn. Nhng thay i v cng ngh lu tr d liu: -Cng ngh tt hn, r hn v kh nng lu tr ln hn -S gia tng v nhu cu lu tr d liu -S ph cp ca kho d liu Nhng thay i v chc nng marketing: -Strnngpccphngtingiaotipvikhchhng(email,telephone,internet, knh trc tip) -Cc k thut nh gi khng cn quan trng do tn ti nhiu chng trnh khch hng trung thnh, khch hng c nhiu thng tin v sn phm v gi. -Tc dng ca qung co trn mt s phng tin gim. 11Kh nngnhn bit: CRM chophp nhn bit cc khchhng c lng trung thnh cao cng nh hiu chnh cc sn phm to lng trung thnh. Khnngtng gi trkhchhng:CRMcho phplmchokhchhngcgitrhn qua vic khch hng mua nhiu hn, thng xuyn hn, nhiu loi sn phm hn. Chi ph tc nghip, phc v cng nhng sai st trong phc v khch hng cng gim. Bn cnh l s gia tngnngsut v snhit tnh ca nhnvin phcv, gii thiuca cc khchhng tha mn, gim chi ph truyn thng c ng. Doanh nghip cn c c nhiu thng tin hn cng mc gi bn cao c th chp nhn. Bng 1.1 S dch chuyn t mass-marketing sang CRM Mass-marketingCRM Khch hng khuyt danhKhch hng c nhn dng Sn phm chun haCung ng c nhn ha Sn xut hng lotLm theo t hng (make-to-order) Thng ip mang tnh i chngThng ip mang tnh c nhn Truyn thng mt chiuTruyn thng tng tc Phn th trng (market share)Phn khch hng (share of customer) Chnh sch cho cc th trng trng imChnh sch cho tng khch hng sinh li Qun tr sn phmQun tr khch hng Chin lc phn bit sn phmChin lc phn bit khch hng Bn sn phm cho cc khch hngHp tc vi cc khch hng Tm khch hng miTm giao dch mi t khch hng hin ti T sut li nhun trn doanh sT sut li nhun trn khch hng 1.3 Nhng t tng v quan h khch hng 1.3.1c im ca mt mi quan h Mtkhchhngvmtdoanhnghipcquanhvinhaunghalg?Khchhngc quan h vi doanh nghip khng bit v h khng? Doanh nghip c th c gi l c quan h vi khch hng m h khng bit khng? Khch hng c th c quan h vi mt nhn hiu khng? C l vic quan h ca mt khch hng vi mt nhn hiu chnh xc hn c m t l thi ca khch hng hay khuynh hng ca h i vi nhn hiu. Cc chuyn gia nghin cu v bn cht ca quan h trong kinh doanh nhiu nm v c rt nhiu gc nhn khc nhau v mc ch c bn ca quan h trong cc chin lc kinh doanh. Mctiukinhdoanhcbncthkhngcnbgiihntrongvicthutmhuht khch hng v t c th phn ln nht v sn phm v dch v. Thay vo l thnh cng trongknguyn tng tc, c thlin quan c th vinhngkhchhng ring r, mc tiu kinh doanh phi bao gm vic thit lp nhng quan h ngha v sinh li t nht l vi phn lnkhchhnggitr,lmchotonbcskhchhnggitrhn.Ningngn,doanh nghip phnu chimc khchhng,gikhchhng trong thigian di, v pht trin gi tr ca khch hng i vi doanh nghip. 12Hp 1.2 Quan h cn s tha nhnylquanimvquanhkhchhngcaJameG.Barnes(Professorofmarketing, MemorialUniversityofNewfoundland).ngtinrngquanhchckhikhchhngtha nhn s c mt ca n. hiu CRM, trc ht phi hiu ba thnh t ca n l khch hng, quan h v vic qun tr chng. Theo ng, mt quan h l c bit. Sau ht, quan h c th nh cuc i thoi vi gia nh, bn b, hng xm, ng nghip v nhng thnh vin trong nhm. ng a ra trng hpcakhchsnMarriott,UnitedAirlines, CokehayWal-Mart.Nhngquanhlnhng quan nim mang m tnh c nhn. Nu buc phi s dng t quan h trong cch tip cn hin i i vi vic kinh doanh v trong bi cnh s trung thnh ca khch hng lu di th doanh nghip cn hiu quan h l g. Theo ng, quan im ca John Czepiel l chnh xc nht v quan hkhch hng khi cho rng quan h trn th trng l s cng nhn ln nhau v mt vi tnh trng c bit gia cc bn traoi.Quanimphnnhrngquanhcthtntigiakhchhngvdoanh nghip, khch hng v nhn hiu, v khch hng phi cm thy s tn ti ca tnh trng c bit. Khicnhiukhchhng,nhiunhquntrhontonkhnglm.Hmclikhinhn nhn tng tc ca cng ty vi khch hng bng mt mnh hn l mt khch hng. H tin vo nhng iu chc chn lm tha mn khch hng trong khi thc s khch hng quan tm n nhng thkhc. Mt trongnhng bihc quan trng mccnh marketingv qun tr cn hc l sn phm tt vi gi ttkhng m bo cho s hi lng khch hng v mua lp li. Thc t, sau 30 nm nghin cu khch hng, Barnes kt lun rng phn ln nhng yu tlm nn s hi lng hay trung thnh lu di hon ton khng phi l sn phm hay gi m l cch khch hng c i x, iu h tri qua, v cui cng l cm gic ca khch hng v vic giao thip vi doanh nghip. limmvichiukhchhnggpgquanh.Phnlnkhchhngkhd lnh hi kinxy dng quan hvi doanhnghip v nhnhiu. Nu c bt c s ng vc no v vic khch hng pht trin quan h vi nhn hiu th l Susan Fournier, ngi m t rtchititslinktcmxcgiakhchhngvnhnhiuhthngsdng.Lcu khch hng khng c to quan h pht sinh t nhin. Quan h cn thi gian pht trin v phicnuidng,nhngmtkhiphttrin,khchhngcmthymtschn thnh, thc duy tr lng trung thnh vi doanh nghip hay nhn hiu. Phn ln khch hng mun quan h vi doanh nghip hay dng nhn hiu m h cm thy c th tin tng v trng cy c vi t chc h cm thy thoi mi, i x vi h chn thnh v tn trng. Ch khi 13doanhnghip hiu cchkhchhng pht trin quanh th no vkhchhng c g t , doanh nghip mi bt u hiu cch xy dng quan h. Ngi ta thng b rivo by khi tin rng mt doanh nghip c th d dng quyt nh to quanhvimtkhchhng,dkhch hngcmun haykhng. lktquca nim tin sai lm khi cho rng quan h khch hng c th c xy dng hoc p t qua vic to c s d liu khch hng hay chng trnh khch hng thng xuyn. Hoc doanh nghip nghhc quanhvimtkhchhngbi hthnhcngtrongvicgikhchhngtrong hp ng dch v 5 nm hay th chp nh 10 nm. Mt gim c ngn hng chu u tng chorng mc tiu chng CRM ca ngnhng ng ta l to c rng buc cao vi khch hng.Nhnggiaothipnhvygiadoanhnghipvkhchhngkhngphilquanh trong mt khch hng. Liu h khch hng c c li hay mun c quan h chn thnh hn qua thi gian khng? Cc yu t ca mt quan h tt Khi cp n quan h gia doanhnghip v khchhng, iu quan trng l phi thng nht nhng nhn t to nn quan h chn thnh. iu quan trng l chng ta hiu nh ngha quan hgip cng ty thnh cng trong cnh tranhvquy m khchhngnh thno. V vy, tt hn l chun b mt s t, lit k nhng yu t cht lng c th m t mt quan h gia doanh nghip v khch hng. u tin, mt quan h phi c s qua li. Trong bt c s giao thip no c xem l mt quan h, c hai bn phi tham gia v nhn thc c s tn ti ca quan h . iu ny c nghal bn cht quan hvn phi c tnhhai chiu. Chng ta khng th c quan hvi mt ngi khng thy c quan h vi bn. Nhng c s khc bit rt ln gia vic c nhng hotngcuthnhmtquanhvikhchhnghaykhng.Liumtngicthc quan h thc s vi mt nhn hiu khng? C, nhng khng xy ra do khch hng thch nhn hiu v mua lp li. Mtkhchhng c th c cm gic rtthch mt nhnhiu nhng mt quanhgiakhchhngvnhnhiuchcthgiltntinunhnhiu(haydoanh nghip qun l nhn hiu) cng thc c s tn ti ca c nhn khch hng , hnh thnh mt nh ngha mi v nhn bit nhn hiu (Hp 2.1). Tip theo, quan h phi c s tng tc. Khi hai bn tng tc, h trao i thng tin, v s traoinylphngtinchyuxydngquanh.ngnhiniunycngth hin s qua li. Nhng nhng tng tc khng phi qua in thoi hay phm vi c nhn hay qua mng. Mt tng tc xy ra khi khchhng mua sn phm t cng ty bn sn phm . Mi tng tc li tng lng thng tin trong quan h. c im th ba ca mt quan h l bn cht lp i lp li. Ngha l k t khi hai bn c tng tc qua li, chnh nhng tng tc to nn mt lch s, qua thi gian gi l bi cnh. 14Bi cnhnykhinnhng tngtcsauny ca quan h tnglnvhiu qu hn, bi mi giao dch thnh cng th hin mt s lp li. Cng tng cng giao thip th cng t phi hi bn kia ln tip theo. Mt thc t th hin bn cht lp li ca quan h khch hng l n to nn s thun tin cho khch hng khi tip tc quan h. Amazon.com nh s thch v sch ca khch hng, a ch, s th tn dng da trn nhng giao dch trc ca h. mua cun sch tip theo t Amazon.com, khch hng ch cn tm sch v kch chut vo. Nu mua , h cthkhngcntmccunkhc,Amazoncthtmthaychokhchhng.Bicnhca quan h cng thun li, khch hng cng kh quan h vi ni khc v do c nhiu khch hng trung thnh hn. Th t, quan h to ra li ch lin tc cho c hai bn. S thun tin ca khch hng l mt trong s nhng ch li nhng khng phi l li ch duynht. Tham gia mt quan h cn lin quan n chi ph, thi gian, cng sc v s khng ai cam kt quan h lu di nu khng c li nhun lin tc b p chi ph. Tuy nhin, do bi cnh ca quan h v li nhun lin tc chochaibn,mibntrongquanhphicngckhcphcnhngsaist.Gitr tng lai m mi bn mong i t vic tip tc quan h c th d dng vt ra c chi ph sa cha sai lm hin ti. Quan h cng cn c s thay i trong hnh vi c hai bn c tip tc. Sau tt c, iu dn dt li ch lin tc ca quan h khng ch l bi cnh ca n lch s tng tc ca quan h, s pht trin qua thi gian m cn l hnh ng ph hp trong tng lai ca mi bn phn nh bi cnh lch s. y l c im quan trng, ring r bi doanh nghip i khi sailmkhichorngtngtcvikhchhngchcndinrahngngy,giaothiprng, thchin theo cchnhnhau i vi mikhchhng. Nhng trkhinhnghnh ng ca doanh nghip hng n mt khch hng c th c p ng ng nh mong i bng cch no , s khng c li nhun lin tc cho khch hng, v khch hng tt nhin c th khng tip tc quan h. Cn mt c im khc ca quan h l s duy nht. Mi quan h rt khc nhau. Quan h cthitlpvicnhnmkhngphiltp th.Do ,mt doanhnghiptmkims tha thun ca khch hng trong quan h phi c chun b tham gia vo nhng tng tc khcnhau, lchskhcnhauvnhngcamkthnhvikhcnhau hng nnhngkhch hng khc nhau. Cuicng,yucukhngththiuvlktqucamtquanhthnhcng,lintc chnh l lng tin. Lng tin t n l mt ti sn cht lng, nhng y c bn l thc rng khi khch hng pht trin quan h vi mt doanh nghip, khch hng c khuynh hng ngy cng tin vo doanh nghip v hnh ng theo s thch ca mnh. Lng tin v syu mn, s tha mn u l nhng cm gic t pha khch hng i vi cng ty m h c quan h. H to 15ra nhiu yu t cm xc hn trong quan h, nhng mt cng ty bit nm bt v s dng nhng yu t ny mt cch c li s phi tng thch vi vn ha v hnh vi ca h to ra v duy tr lng tin ca khch hng. Quan h hiu bit Nhngmiquanhlmuchtdoanhnghip cchinlckhchhng.Quanhgia khch hng v doanh nghip quy nh khun kh cho bt c iu g c quan h vi m hnh kinhdoanhdavogitrkhchhng.Straoigiakhchhngvdoanhnghiptr thnhcngsinhli,chnghnkhchhngcungcpthngtinphnhidchvcc nhnha,p ngnhucuc nhncah.TngtcnytonncscaQuanh hiu bit, c th l i thoi hp tc gia doanh nghip v khch hng pht trin ngy cng nhanh hn vi mi giao dch thnh cng. Chin lc c bn ng Quan h hiu bit l doanh nghip em n cho khch hng mt c hi truyn cho cng ty bit h mun g, ghi nh, p li khchhng v gi c cng vickinhdoanh.Khchhngtruyncngnhiuthdoanhnghipcngcungcpchnhxc nhng g khch hng mun v khch hng cng u t vo mi quan h. Nh vy, khch hng s chn vic tip tc quan h vi cng ty hn l tn thm thi gian v n lc thit lp mt quan h tng t vi ni khc. C th, nu bn l khch hng ca ti v ti bn ni vi ti, ti ghi nh nhng g bn ni v ngy cng hiu bn nhanh hn. Ti bit vi iu v bn m i th cnh tranh ca ti khngbit.Vvyticthlmiumithcnhtranhcatikhnglmcvh khnghiubnbngti.Chngbaolu, bnccnhnggttimbnkhngthc c bt c u khc bng bt k gi no. Ch t th bn s phi bt u li tt c nhng vic s tn km hn l li vi ti. Ngay c khi i th cnh tranh c cng kh nng thit lp quan h, mt khch hng c quanhvimtcngtysphitnthigianvcngscikhirtnhiuthigianv cng sc cho i th cnh tranh bit cng ty hin ti hiu g v mnh. iu ny to ra mt mc chi ph chuyn i ng k cho khch hng. Kt qu l khch hng trung thnh hn vi cng ty bi n gin cng l li ch ca chnh h. Khi quan h tin trin, li nhun ca khch hng cng gia tng v doanh nghip tr nn c gi hn vi h, khin doanh nghip duy tr c li rng vi khch hng, trong khi gim c chi ph phc v khch hng . Quan h hiu bit to nn tng cho s cnh tranh hon ton mi, ring rv khc bit so vi cnh tranh truyn thng l da trn sn phm. Mt doanh nghip khng th ngn cn i thcnh tranh cung cp nhng sn phm dchv tt nhca mnh. Mt khi nhvy, uy tn hng ha s b gim. Nhng doanh nghip no cam kt Quan h hiu bit vi tng khch hngs c c li th cnh tranhkhcbit,bi hbit nhng iu m i thkhng bit. 16TrongmtQuanhhiubit,doanhnghiphiutngkhchhngquanhnggiaodchv tng tc ca khch hng sut qu trnhkinh doanh. Khch hng ngcli cng hiu doanh nghipquanhngtringhimmuathnhcngvnhngtngtckhc.Do ,ngoivic tng lng trung thnh ca khch hng, Quan h hiu bit cn em li 2 li ch khc: -Mtl,khchhngrhnsthchcamnhquamitringhimvphcpca doanh nghip, do c th mua sm hay gii quyt mt s vn ca cuc sng hiu qu v hp l hn trc kia. -Hail, doanhnghip r hn im mnhv imyu ca mnh qua mi tng tcv phnhi ca khchhng, v do c th tip th, truyn thngvgii quyt mt s vn v sch lc hay chin lc hiu qu v hp l hn trc kia. Trau di Quan h hiu bit ph thuc vo kh nng ca doanh nghip trong vic khi gi vqunlthngtinhuchvkhchhng.Khchhng,dlngitiudnghaydoanh nghip, khng mun nhiu la chn hn. Khch hng mun c chnh xc iu h mun hn khino, u v nh thno. Cngnghgip doanhnghip thchin c iu . Cng ngh tng tc v c s d liu cho php doanh nghip tp hp c lng ln d liu v nhu cu tng khch hng v s dng d liu ty bin sn phm dch v cho mi khch hng. Doanhnghipangchuyndntvictptrungvogiao dchbnsnphmsangbnh ng quan h. Hu ht sm nhn ra rng h khng cha nh gi ng kh nng sinh li ca khch hng. Khng phi tt c cc khch hng u nh nhau. Mt s khch hng khng mun tn thi gianvti chnhvo vic thit lp Quan hhiu bit,cng khng phi tt ckhch hng u sn sng b cng duy tr mt quan h nh vy. Doanh nghip cn sm xc nh khch hng no mnh mun t quan h, khch hng no khng v loi quan h no l thch hp. Nhng li nhun mang li t vic pht trin Quan h hiu bit vi khch hng c gi tr haycgitrtimnnglrtln.Bivkhibnsnphmdchvngvinhucuca khchhng, doanhnghip c th tnh mt mc ph (khikhchhng t quan tmngi ty bin sn phm dch v) v tng c li rng. Sn phm dch v gi tr hn i vi khch hng v khch hng c gip nh hnh v th hin c c tnh ca mnh. Sn phm dch v khi gim tnh cht hng ha v tr nn gi tr hn vi khch hng ny. Quntrquanhkhchhnghiuqulvicthchinkhngchgiihnsnphm dchv.KhithitlpmtQuanhhiubitctinhtngtcvikhchhngcgitr, nhng doanh nghip c chin lc khch hng ghi nh nhu cu c th ca khch hng v sn phm, cng nh hng ha, dch v, thng tin xung quanh sn phm nh khch hng thch ha n thno, sn phm c ng gi nh th no. Doanh nghip c th ngh v n nh gi dch v ph thuc, thi gian giao, k hoch chuyn hng (invoicing schedules), nhng cn 17nhcvcpnhtcnhnvnhngctnhkhc.Chakhaca doanhnghipltptrung vo vic ty bin theo tng nhu cu c nhn ca khch hng. Khi khch hng cho doanh nghip bit iu h mun th khch hng v doanh nghip thc chtlanghptctrongvicbnsnphm.Khchhngcngphnhinhiuthcngt mun b i. Cha kha l thit k sn phm dch v, thng tin sao cho khch hng hnh din, khch hng v nh tip th s phi hp tc c c sn phm, dch v hay li nhun. Nhng doanh nghip xy dng Quan h hiu bit chc chn c li nhun hn nhng cng ty tp trung vo nhng giao dch dn o gi. H dch chuyn t m hnh d bo sang m hnh kinh doanh t hng, hng Dell l mt v d v vic gim c tn kho khi to ra sn phm sau khi n c tr gi. Bng vic tp trung vo thu thp thng tin c nhn v s dng ty bin thng tin, sn phm dch v, doanh nghip c th d on chnh xc hn mc tn kh v sn phm ca mnh. Cng c t n t hng b mt hn bi s ty bin i tr c th to nn sn phm theo nhu cu, do khin sn phm khng b tn kho m vn c sn cho mtkhchhngnhtnh.Phnphikhngctnkhonhmhnhkinhdoanhbuild-to-orderc th ngn s thiu ht doknh phn phi, cngnhgimc chiph tn kho. Kt qultchitnththn.Hnna,vnhnhtybinhaichnghiuqucth chuyn cho khch hng build-to-order sn phm nhanh hn nhng i th cnh tranh ty bin sn phm. Quanhhiubitkhindoanhnghiptphitncngtonimhamthchtpha khch hng i vi mt sn phm hay nhn hiu c th v n lc hn c kh nng nh v phnphidatrnnhngtngtctrcyvikhchhng.Mtdoanhnghipcamkt trong mt quan hhiu bit cng l to ra mt kh c v gi tr cho khch hng l do m khchhngkhng bao gi mun giao du vii th cnh tranh tr li, tc doanhnghip s tip tc cung cp sn phm dchvchtlng vi mc giva phivghinh, hnh ng da trn s thch cngnh th hiu ca khch hng. Quan h hiu bit i khi cng da trn lng tin c hu gia khch hng v doanh nghip. Chng hn khch hng c th cho s th tn dng cho doanhnghip luli v dng vo cc giao dch sau. Khch hng tin tng cng ty s gi b mt s th tn dng ca mnh. iu ny s gip vic mua bn c d hn, nhanh hn v ln sau khch hng khng mt thi gian c li s th tn dng. 1.3.2Thuyt quan h Hp 1.3 Ngun gc tm l x hi ca quan h hiuquanhkhchhng,nnquaylingungctmlxhicaquanhgia nhng c nhn vi nhau. Nhngyu t ng gp vo s pht trin v duy trnhng quan h c nhn ch l hp l, cho php ngi ta hiu r hn khch hng mun g trong giao thip vi doanh nghip hay t chc khc. 18Nu khc phc c quan ims sivvicxy dng quan h p t vikhchhng, cc nh qun tr s hiu rng quan h l mt khi nim cm xc. Mt quan h hnh thc n gin nht theo khch hng l da trn cm gic v cm xc. Quan h khng thuc v hnh vi, mc d c nhng n lc mang tnh hnh vi ca khch hng trong vic pht trin quan h bn vngvidoanhnghip.Nhnghnhvilktquca quanh,khngphilquanh.Kt qu hnh vi bt ngun t vic to quan h. Mtsdoanhnghipckhuynhhngnhmlnhnhvivilngtrungthnh.Chv khchhng mua nhiu mt hng tdoanh nghip, hay mua thng xuynkhng c ngha l h trung thnhhoc quan h tn ti. chl mc cao ca lng trung thnh mang tnh hnh vi m khng phi l lng trung thnh cm xc. Chng hn rt nhiu khch hng mua rt nhiu tp ha t siu th gn nh. H mua hng hng tun hay c th nhiu nm. Khi chitisaohtrungthnh,khchhngscp nnhngyutnhvtrthun tin, hot ng 24/24, bi xe rng, t phi ch khi thanh ton Tt c nhng yu t lin h nyu tthc dngnhiu hnkhinh mua li. Nhngkhchhngny c lngtrung thnh thc dng. Vilngtrung thnh thc dng, c mtyu tvng mt cn ch l thc gn bvi doanh nghip. Khng c s gn kt cm xc no. Nu chuyn n thnh ph hay th trn mi, khch hng s tmkim mt siu th thun li tng t cho vic mua sm. Lng trung thnh ca h rt d mt, khng h c quan h theo quan im pha khch hng. Vi nhng khchhng cng mua sm thngxuyn mt siu th nm gn 2 hay 3 siu th cnhtranhthngcli.Khichitisaohmuasm,hstrlivbihl khch quen, h cm thy thoi mi khi mua sm, h quen vi ngi thanh ton hay h n ung caf vi bn b. l lng trung thnh cm tnh, mt s gn kt gia khch hng v doanh nghip, s lin kt lu di khng da trn nhng nhn t thc dng m l cm xc tht. Khi nhng khch hng ny chuyn ch , h tm chi nhnh ca siu th . Lng trung thnh ca h t b mt i hn. Cc yu t cu thnh quan h Csukhi(block),haynhngbintrunggiancnthithnhthnhquanh.Khng c nhm lnnhngyu t to nn quan h vi nhng skin ngu nhin mang tnh quan h (chng hn nhng l do hnh thnh quan h), nh l hon cnh, kh nng, s n nh. Hn na, nhng yu t to nn quan h u nh hng ti kt qu thc t ca quan h, bt k khi u c thay i. Nhng yu t c nhn c v tr tng i quan trng trong. S tn nhim S tn nhim c xem l s t tin ca mt bn vo s ng tin, tnh lu bn, trung thc trong quan h vi bn kia v tin rng hnh ng ca bn kia mang li ch li nhiu nht cng 19kt qu tch cc cho bn t S tn nhim. S hin din ca S tn nhimlyu tthen cht cho quan h thnh cng. Chng hn mt tnh hung minh ha l mt khch hng mua mt tp ch trong mt nm. Tp ch cn cha xut bn, ni dung ch quan v cht lng cn cha bit ti thi im thanh ton. S tn nhim rng nh cung cp dch v s lm trn bn phn to cho vic trao i. Nim tin ca mt mi quan h da trn S tn nhim rt quan trng, bao gm: -S hp tc. S tin cy lm gim cm gic khng chc chn v ri ro, do vic hnh ng tng cng shp tcgia cc bn quanh. Thngqua vic tng mc hp tc, cc bn hiu rng n lc chung em li kt qu ngoi mong i. -Scamkt.Camktrtdkhngcthchin,nnchchnhthnhvibn ng tin. -Tnh lu bn ca quan h. S tin cy khin cc bn quan h n lc gi gn quan h v vt qua nhng cm d ch c li tc thi hay nhng hnh ng mang tnh c hi. S tin cy ca bn bn r rnglin quan ti kh nng ca ngi mua trong tng lai, do gp phn tng bn ca quan h. -Chtlng.Bntnimtinckhuynhhngnhnvsdngthngtintmt ngunng tin,vkhaithclichtthngtin.Cuicng,stnticastn nhimchophpgiiquytxungthaytranhchptheocchthathunhiuqu. Khng c s tn nhim, tranh chp c xem l du hiu ca nhng kh khn v sau v thng khin quan h chm dt. S tnnhim r rngl rttt v quan trng i vinhngai mong mun thitlp mt quan h. Tuy nhin, tr thnh mt bn ng tin khng h d v cn s phi hp. Nhng nhn t sau y ng vai tr chnh trong vic hnh thnh S tn nhim: -Gitrchias.GitrlyutcbnphttrinStnnhim.Mcchias nimtin ca cc bn trong mt quanhvhnhvi, mc tiu, chinlc phhp s nhhngnkhnngphttrinStnnhim bnkia.Trnht,skhtinvo bn c kin khng thng nht v iu g l quan trng v thch hp. -Sphthuclnnhau.Sphthucvobnkialimyu.gimrirolin quan, cc bn s theo ui quan h vi bn m h c th tin tng c. -S giao thip cht lng. Giao thip rng v thng xuyn, d chnh thc hay khng chnhthcuclichovict cmongi,gii quyttranhchpvgims khng chc chn lin quan ti nhng trao i. hnh thnh lng tin, giao thip phi thng xuyn, c cht lng cao, hay ni cch khc phi thch ng, ng lc v ng tin.TrongkhinhnggiaothiptchcctrongqukhdnnStnnhim,th ngc li S tn nhim li dn n s giao thip tt hn. 20-Hnhvikhngmangtnhc hi.Hnhvichichyutrongnhnggiaodchri rc, ngha l ch c li nhun ti a mt ln duy nht. Tuy nhin, quan h lu di da trnStnnhimihisthamgiacaccbnkhngchthilngmcn tng li nhun chia s lu di. iu ny lin quan ti s ng tin v trung thc ca bn quan h, hai yu t tin quyt lng tin tn ti. S cam kt Blockthhaitrongqutrnhhnhthnhquanhlscamkt.lnimtinrngs quan trng ca vic mbo cho n lc ti a duy tr mt quan hlttyu. Ging nh lng tin, s cam kt c xem l yu t quan trng trong vic hnh thnh quan h khch hng. Morgan v Hunt cho rng S hin din ca s cam kt v lng tin trong quan h l yu t then cht marketing quan h thnh cng Stha thunv lng tin dn dt n hnhvi hp tc mt cch trc tip, to nn thnh cng ca marketing quan h. Nhn chung, c hai dngkhcnhau ca s camkt: tnhton v cmtnh. Cam kt tnh tonlktquca php phntchkinhtvchiphvlinhunkhicamkt.Chnghn, quyt nh tha thun ngun lc vi mt doanh nghip nhm pht trin mt cng ngh mi c th bt ngun t vic thiu i tc quan h tim nng trn th trng, hay t s bt lc nhm duy trsn phm/dch v cn thit mc gi thp hn th trng.Cam kt tnh ton c nh hng tiu cc nlng tinv da trn chi ph, li nhun tnh ton. Do n khng c ch choquanhthnhcngludi.Ngcli,camktcmtnh datrnvicduytrquanh khng chv li nhun kinh tngnhn mv mi bn cm thy sgn b v cmxc hay tm l i vi bn kia. Cam kt cm tnh c quan h tch cc vi lng tin v do gip quan h lu bn hn, gim khuynh hng c hi v sn sng gii quyt nhng mu thun theo cch ha gii cho c i bn. Do s camkt d khng c thchin, cc bntmkim quanhvi bn mh ng tin.Vvy,lngtinlnhnttcngmnhncamkt.Tngt,camktvtraoi thng tin m c th torathi tch cc i vi cc bn quan h v c th tng cngli ch t quan h. Cc bn quan h th hin kh nng cung cp li ch mnh hn s c bn kia nh gi cao v bn kia s vui v khi cam kt quan h. Cui cng, cc bn quan h c u th khng c th on ngay c khi h c th s c nh gi tch cc, do tng kh nng cam kt cho mt quan h lu di. S hi lng Block th ba to nn quan h l s hi lng. S hi lng khch hng ng vai tr bao qut trong vic hnh thnh quan h, n thuc v trc gic. Mt khch hng khng tha mn s tm cchthaythnhcungcpkhcnuc.Vngcli,khchhngthamnckhuynh hng duy tr quan h. Trong khi phi tha nhn rng c quan h tch cc gia khch hi lng 21vikhchhng trung thnh th quan hgia khchhnghi lngv s lu bn ca quan h phc tp hn. Khi doanh nghip tm kim nhng phng thc hiu qu c quan h vi khch hng th rtnhiudoanhnghipsdngcngctruynthngnhgishilngkhchhng trong khi nhng cng c lu nay dng tm hiu nhn thc ca khch hng v sn phm v dchv. Bngviclinlc trc tip vikhchhng qua in thoi, cng ty c thkhin khchhnghiucngtycoitrnghvkincah.Ccdoanhnghipcgngtmra nhng l do khin khchhngkhng hilng m khnglmkhch hng kh chuhayhon ton mt khch hng. Thc t, nhng cng ty dch v sa cha t nghin cu v s hi lng khch hng v bit lm th no khch hng mua lp li. bn ca quan h mua bn ph thuc vo nh gi ch quan ca khch hng v gi tr ca quan h da vo kinh nghim ca mnh. Khch hng thng n nhng tri nghim tha mn trc hn l nhng tri nghim mi. Nhng khch hng mi thng d nn lng vi nhngrirotrongquanhhnlnhngkhchhngludi,hilngviquanh.Doanh nghipphitptrungvoshilngkhchhngtrongsutgiaionucaquanh. Nhng bt trc ban u trong quan h s c nh hng xu n quan h hn l nhng vn tngtxyrasaukhimtquanhhilngcthitlp.Khchhngcngtmn nhng tri nghim tiu cc hay nhng thit hi hn l nhng tri nghim tch cc hay li lc. Cc doanh nghip c gng gi khch hng li lu hn qua vic c gng ci thin mc hi lng hin ti. y c xem nh ci by hi lng m cng ty tr nn t ch tm vo bn ca quan hkhi t cmc hilng cao. Tp trungvovic ci thin tri nghim ca khch hng khng nn xem l chi ph gim ri ro t pha khch hng. Thc s, khch hng lu di c quan h hi lng thng nh gi nhng vn tiu cc gn y da trn mc hi lng trc . Dovy, tm quan trng ca khch hnglu bn nn c ch hn l vic ngn cn nhng vn tiu cc. S khng chc chn v s ph thuc Hai bin nh hng ti qu trnh hnh thnh quan h l mc khng chc chn ca mi trng v cc bn b ph thuc ln nhau. S ph thuc c xem l s kin ngu nhin ivivichnhthnhquanh,ikmviskhanhimtinguyn.Quanhchnh thnh khi mi bn khi cn thit phi s dng ti nguyn vi bn kia. Bngcch hp tc, cc bns s dng tinguyn tthnkhi lmvic c lp. Nhngyu tkhng chc chnca ngun lc lun tn ti, do to nn s ph thuc. Bng vic hnh thnh quan h, cc bn s cho li trong mi trng tt hn, do gim s khng chc chn. Trong quan h B2B, ti nguyn c ngha rnghn, bao gm tipcn th trng, to ranhng ro cn th trngv nh v chin lc. 22Nhngquanhdatrnskhngchcchnhayphthucthngtbnvngkhikhi ngi ta qu quan tm vo nhng iu kin hin ti. Nhng thay i ca iu kin bn ngoi, tnh sn c ca ti nguyn v s khng chc chn ca mi trng c th thay i gii hn ban u trong vic hnh thnh quan h, do quan h s khng cn mang li li ch cho i bn. Hn na, khi khng mong mun b ph thuc, cc bn quan h s lun tm kim nhng quan h khc. Do , khi s ph thuc ng vai tr quan trng trong s pht trin quan h lu di th khng c kh nng duy tr quan h. Mt yu t ca lng tin cng cn thit cho mt quan h ph thuc l c nh hng lu di. Trung thc Block th nm l tnh trung thc. Trong khi cht lng quan h l ci g ch quan th o lng cht lng quan h da trn mc lng tin, cam kt v kh nng gii quyt xung t hiu qu l hp l. Cp ca nhng nhn t ny cng cao, cht lng ca quan h cng tng. Nhng quan h cht lng cao c mc mu thun t, s lin tc tng, s sn sng u t vo quan h ca cc bn nhiu, do dn n nhiu quan h thnh cng lu di hn. Nhn thc v tnh trung thc ca quan h cng nng cao cht lng ca quan h. C hai dng khc nhau ca tnh trung thc: phn bit v th tc. Tnh trung thc phn bit da trn nhn thc v li ch quan h i vi s bt buc hay ngha v, do ch trng vo kt qu hn. Tnh trung thc th tc da trn nhn thc v th tc v nhng tin trnh hp l, do ch trng vo hnh vi, s c lp ca kt qu hn. Trong bi cnh quan h, tnh trung thc phn bit b nh hng bi s kt hp ca cc nhn t c th chu s kim sot ca cc bn quan h hoc khng. Mt quan h hon ton c th tht bi, khng phi v hnh ng ca bn mua hay bn bn m v hon cnh nhiu hn, nh sinh con, hay phi chuyn cng tc. Ngc li, tnh trung thc th tc b nh hng ln bi nhng nhn t thuc s kim sot ca cc bn, nh l ngi mua tm vo k hoch chi tiu sai do chi tr mc gi cao hn mc cn thit. Trong hailoi th tnh trung thc th tc c tc ng mnh n s pht trin ca lng tin v s cam kt hn, do l nhn t mnh hn i vi s pht trin ca quan h di hn hiu qu. Tptrungnhiu hnvo kt qu, tnh trungthc phn bitthngkhng bn vngkhi kt qu thay i. Nhng h thng giao dch c s trung thc th tc thng c cht lng lu bn hn v to nn quan h bn b hn. Cc bn cng tun th cc quy trnh v th tc th bn kia cng trung thc duy tr quan h trong giai on bt ng. S cn i S cn i trong quan h th hin mc bnh ng gia cc bn quan h. l hm ca nhiu yu tt, bao gm s chia s thng tin, s ph thuc v nng lc. Nhng quan h cn i 23bn vng hn, bi nhng s khng cn i s hy hoi s cn bng v ni lc v to ng lc cho bn mnh hn hng li t bn yu, c bit trong iu kin kinh t kh khn. S tng ng v li ch mnh nht khi quan h cn i. S cn i ngn cn s pht trin ca xung t bi cc bn c quyn li tng ng trong quan h. Ngc li, cc bn trong quan h bt cn i thng c li ch khng ng u v d ny sinh mu thun nn khng bn vng. S ph thuc c tnh khng cn i l mt hnh thc c bit ca s cn i. S ph thuc c xem l nhng ty chn m mt bn c th phi phi nh i, hay chng mc m mt bn cn duy tr quan h nhm t mc tiu. S ph thuc ln nhau c tnh i xng tn ti khi cc bn quan h u ph thuc vo bn kia. Khi khc bit ca s ph thuc c tnh quan h gia cc thnh vin tng, quan h tr nn bt cn i v t bn vng. pha t ph thuc, hay bn mnh hn, nhng trngiv cutrc ngn cnhnhvi c hi c gim. Bn ph thuc hn c th cm thy bt an, mong mun mtni c quan h tt hn, v c th lun tm mt quan h khc. tng cht lng quan h, cc thnh vin nn theo ui mc bt cn i thp hn v tng mc ph thuc ln nhau. t c s cn i hon ho trong quan h v cng kh v thng rt him. Gim mc bt cn i hay iu chnh s ph thuc ca cc bn s d t mc tiu hn. Bnym th c th gim s ph thuc bng vic to thm quan h vi nhng bn khc. Bn ym th c th la chn tng s ph thuc ca bn kia qua vic tng gi tr ca mnh trong quan h. Vi c hai cch tip cn, bn ph thuc hn nn theo cch sau. Cch u c th gim s bt cn i, nhng s tiu tn li ch ca quan h. Cui cng, nn ch rng s tn nhim v s cam kt c th pht trin trong quan h bt cn i, nu bnym th c i x cng bng, tn trng. Trongkhi bn mnhhn c th b thithchnh ng mt cchkhngcngbng qua vicp t nhng th tc. Trnh c nhng hnh vi c th to c quan h lu di hn, mang li li ch nhiu hn. CRM mnh v l lun nhng c th kh trong thc tin. M, t l hilng khch hng gimtrongkhinhngphnnn,tychayvnhngbtbnhcangitiudnggiatng. Mtsngichorngcssuyyuc bntrongvicxydngquanhcanhngt chc coi trng li nhun hng qu hn l thit lp quan h thn thit vi khch hng sinh li. MimtcaCRMubnhhngbihiubitcadoanhnghipvquanh.Doanh nghipphinghincuvlnhhi cnhngnntngctyuca quanhnichungv nhng nguyn l c bn ca quan h hiu bit trc khi t mnh thc hin CRM. Quan hvvai tr ca quan h trongkinh doanhkhcnhau, nhng chai u lin quan n vic to nn mt khun khcho CRM.Jim Barnes cho rng quan h gia doanhnghip v khch hng c th tn ti bn cp : 24-Thnthit. Quan hny c c im ring t, thn thin vnhn chung lin quan ti s tit l thng tin c nhn. C th c lin quan n vt l, chng hn quan h gia bc s v bnh nhn hay nh to mu tc v khch hng. -Mt i mt (i din). Quanh mt i mt vi khchhngc th cnhockhng cn thng tin c nhn ca khch hng. Ca hng bn l l mt th d. -Khng thn mt. Quan h khng thn mt t c tng tc thng xuyn v c th din qua in thoi, trc tuyn hay qua hi tho video. -Khnglinlc.Quanhkiunyrthimhockhngbaogiihikhchhng tng tc vi doanh nghip trc tip. in hnh l khchhng vi nh phn phihay i l, chng hn khi mua mt nhn hiu soda trong siu th. 1.3.3Qu trnh pht trin quan h Hp 1.4 Suy ngh v thuyt quan h (Julie Edell Britton, Associate professor, Fuqua School of Business, Duke University and Josh Rose, Director of Marketing, TriVirix) Nhngquanhcnhnvdoanhnghipcnhiuimtngng.Vdtronghn nhn, hai ngi ng quan h n khi tnh hnh cn trin vng vi c hai v nhiu hn mc c th nhn c t ni khc. Li nhun ca mt cuc hn thnh cng bao gm tnh bn, s ring t, s pht trin c nhn, ca ci chia s, trch nhim chia s. Trong quan h mua bn, d l gia mt doanh nghip v mt khch hng c nhn (B2C) hay gia nhng doanh nghip (B2B), u to nn t nhng thnh t ging nh vy. v cng c qu trnh pht trin tng t. Qu trnh hnh thnh quan h gia nhng c nhn tng t nh qu trnh hnh thnh quan h kinhtgiangimua(khchhng)vngibn(doanhnghip).Quanhgiacnhn chnhthnhquamttintrnhchthng,gmnhiugiaion.Dqutrnhcth khcnhau, nhngyu tcu thnh chnhl:snhn din, thit lp quan h,thuthp thng tin, tng tcban u v tng cng tng tcnh camkt. quan h thnh cong, nhng yuthayhngicbnphicthchin.Chnghn,vicnhndinthchhpcn kin thc c bn v kiu c nhn ang tm kim. Thit lp quan h cn s thch nghi vi kiu tng tc ca bn kia. Thu thp thng tin phi thch ngv thu hiu c bn trong cng nh nhu cu ca i tc. Cc dng trao i mua bn Khngphittcnhngtraoimuabnutiubiuchoquanh.Mtschn thun l c tnh giao dch. Nhiu doanh nghip ch bt u ngh v khch hng nh l bn m hmuncquanhcduytr(vngcli).Trongtchctptrungvvicbnsn phm, mi giao dch l ri rc, khng c tng quan vi bt c giao dch no trc y hay 25tng lai. Do , s trao i c th c xem l tn ti trn mt th lin tc gia nhng giao dch ri rc, c tnh quan h, hay c tnh cng tc, trao i vi bn kia. Khi nim mt quan h ri rc lin quan ti ti chnh ca mi bn, d dng o lng c vhon tonkhng cyu t quan h.N c m t bng giao thip huhn v ni dung hnhp.hnhthctrutng,lmtstrao itcthigianhngbnxalsrt himkhi tng tc trong tnglai. kha cnhkinh t,giao dch l mt tr chivngha. Bn ny cng nhn c nhiu th bn kia cn li cng t. Ly v d mt giao dch ri rc, th tng tng mt khch hng vng lai i qua mt thnh ph, dng li mua 5 gallon xng v tr 6$ tin mt cho mt trm xng. Giao dch ny l ri rc. Khng c giao dch no trc , khng sao bit ai thc hin v khng on trc c tng lai. S trao i cng c tnh quan h hn khi dch chuyn sang phi (xem hnh 1.1). Hnh 1.1 Qu trnh tip din giao dch/quan h C th khch hngli i du lch, s cy xng ca cng mt hng. Vi khch hng khi ,giaodchnycquanh.Khingikhchxng,hmongimt mcxngtng ng nh ln trc, d gi, dch v, a im v nhng nhn t khc c th khc i. D nhng giao dchny c xeml rirc i vingi bn xnghay sktni ph thuc vo kh nnggnktgiaodchcangibnquathigianvikhchhngny.Nukhchhng thanhtonbngthtndng,cng tycthnhnramilinhgiaccgiaodchvxc nhxemnginy c mun xy dng mt quan hhaykhng. Khi , y r rngl mt khch hng, ch khng ch l mt chui giao dch ri rc, c lp. Nhng trao i c tnh quan h din ra qua thi gian vi mi giao dch l mt s lin kt theo chui, c tnh lch s v d on c trong tng lai. Ngc vi nhng trao i ri rc khng c tnh quan h, cc bn trong trao i c tnh quan h chia s thng tin v hi vng ci thin cht lng trao i cho c khch hng ln doanh nghip. iu ny c ngha l thc t t thin v phn phi hn, cn nhng tho lun su hn, lp k hoch trc v quan trng nht l lng tin. c bit trong nhng mi trng ri ro, t chc cn p ng c nhu cu ca c hai bn. Quanhngibn-ngimuacbiuthHnh1.2.y,linhuntvicpht trin quan h ca mi bn hnh thnh mt chiu (dimension). Mt s quan h khng i xng, hai bn nhn quan h theo cch khc nhau. Nu ngi bn c li nhun nhiu m ngi mua khng,ngibnthngmunlplilythngtintkhchhngnhngngimua khng mun p li. Ngc li, khi ngi mua c linhun nhiu trongvic pht trin quan h vi nh cung cp, h c th lin lc vi hng v phn hi vic lm sao nhu cu ca mnh c p ng tt hn, nhng doanh nghip khng hng th g khi dng nhng thng tin Ri rc (c tnh giao dch) C tnh quan h (hp tc) 26tybinchokhchhng.Chqutrnhcmttronghnh1.1xuthintheo ng cho chnh ca ma trn hnh 1.2. Nhng trao i ch l ri rc tn ti khi c ngi bn vngi mua ukhng mun pht trin quan h, trongkhinhng trao i c tnh quan h mnh tn ti ch khi c hai bn u c mong mun ln. Linhun cangi bntrong quan h Cao Traoictnh quan h ThpGiao dch ri rc ThpCao Li nhun ca ngi mua trong quan h Hnh 1.2 Qu trnh pht trin quan h Qu trnh pht trin quan h hiu bit Lm th no quan h pht trin, ci thin v ti a ha li ch t quan h? F. R. Dwyer, P. Shurr v Sejo Oh cho rng quan h B2B tin trin thng qua 5 giai on: -Nhnthc. Tronggiaiontintrao ihaygiaionqu ny,ccbnnhnthy bn kia l i tc quan h c. Trongkhi cc bn th hin s thu ht ca mnh qua cc du hiu ni bt hay t xc tin, khng c tng tc no trong giai on ny. -Thm d.ylgiaionththchcaquanh.Nhngthnhvinc quanhtim nng cam kt trong nhng hot ng tm-v-th vi n lc xc nh kh nng tng thch, s trungthc,khnngthchin ca i phng. Giao thip pht sinhv thngchuyn sang mongmun,snphmvsutin.Nhngmccbanucthlduhiuchossn sng mt quan h v hng n to gi tr cho c hai bn. Thiu s sn sng c th dn ti s hy dit qu trnh pht trin quan h. Tng t, s trung thc ca cc bn cng c nh gi.Thathunt cmctiuvschnthnhsto thc yquanh.Giai on ny quan trng nhng cng rt d tht bi. Cc bn cng t tn tm hay u t th cng d ngn chn qu trnh thit lp quan h. - Pht trin. Kt qu tch cc ca giai on thm d l to nn du hiu ca quan h thch hp, do thc y giai on pht trin. Giai on ny c m t bng mt s gia tng li nhun bt ngun t quan h v bng s gia tng ri ro, ph thuc ln nhau. Cnglc , cc bn tham gia vn th v xc nhn li ln na nhn thc ca bn kia. - Cam kt. Trong giai on ny, cc bn t c mc gi tr v s tha mn khin h cam kt quan h mt cch d chu, v th t tp trungvo nhng quan h khc. Ba tiu chun c o lng th hin cam kt l: + u vo. C hai bn u u t nhiu cho quan h 27+ S kin nh. Cht lng uvo phi xc thc v cho php d on chnh xc v u ra ca quan h tng lai. +Slu bn.Linhuntraoickthxcnhcvcthmongitiptc trong nhng trao i tng lai. - Tan r. S tan r c th xy ra bt c giai on no trong qu trnh pht trin quan h. Ngc vi s pht trin quan h (cn n lc kin tr song phng), s tan r rt d v c th l n phng. S tan r xy ra khi mt bn tham gia nh gi gi tr quan h v cho rng chi ph ln hn li nhun. Hnh 1.3 Qu trnh pht trin quan h hiu bit Trong sut qu trnh pht trin quan h, c nhng nhn t chnh ngvai tr xc tc. S giao thip, c xem l s chia s thng tin chnh thc hoc khng chnh thc thng qua trao i hai chiu, nhng hnh ng tch cc cng c quan h. Mc d khng cn c th, nhng tin b gn y trong giao thip in t c c nhn ha, tng tc c nhn c th lm tng s camkt v pht trin lng tin ca khch hng.S hp tc, c xem l nhng hnh ng c phihp bichai bnchaitcktqunhmongi,thcyqutrnh pht trin bngvic tngyu ttruyn thng, kodi trao i v to thc dnh c quyn chonhau sau ny. Trong khi nhng xung t c th c nh hng tiu cc n quan h, vic gii quyt xung t hiu qu c th c nh hng tch cc. t c tha hip m khng cn phi thc hin nhng th tc thng thng tng thc v lng tin v s cam kt ca cc bn. Cuicng,trongqutrnhquanhhiubit, doanhnghipvkhchhngthathuntrong mt chui nhng tng tc,plinhng phnhn lin tc,cho php mi bn hiu hnv bn kia (nhu cu, s thch, s png nhit tnh) ng thi hiu chnh mnh. Qu trnh quan h hiu bit c th tng giai on ca qu trnh pht trin. Xem mi giai on l mt c hi hiu qua mch phn hi c th khin quan h pht trin nhanh hn v mc su hn. 28Chng 2: M HNH IDIC TRONG QUN TR QUAN H KHCH HNG 2.1 M hnh IDIC v lng tin 2.1.1Lng tin v nhng mi quan h Lng tin rt quan trng trong mt mi quan h, c xem l s y nhimvi tt c nim yu mnv cm xc tt to nn mi quan h thnh cng. Trong bt k trnghp no, iu trc tinnn ch trnglhnhvi c th ca doanhnghip vikhchhng. Bi quan h l haichiuvduynht,mtdoanhnghipcthddngcquanhvimtkhchhng nhng khng phi vi tt c. C th doanh nghip rt thun li trong quan h vi khch hng ny nhng gp kh khn, trc tr trong quan h vi khch hng khc. Mt chin lc kinh doanh da trn qun tr quan h khch hng v vy cn c s i x khc nhau vi nhng khch hng khc nhau. Mt doanh nghip phi c kh nng nhn din vnhnranhngkhchhngcnhnkhcnhauvphibitiugkhinkhchhngny khc khch hng kia. Cn c tng tc c nhn vi bt k khch hng no, i khi phi thay ihnhvipngnhucucthcakhchhnghayphthincnhucu.V quan trng l phi em li li nhun ti a cho khch hng cng nh doanh nghip. Tmli,mtdoanhnghipixkhcnhau vinhngkhchhngkhcnhau,phi hp nht khch hng vi doanh nghip v lm sn phm dch v thch ng vi khch hng v nhucu c nhnca h. Nhngkhi mt cng tybt uhiu khchhng, tng tc,hc t khch hng, phn hi li, quan im ca khch hng v sn phm dch v t cng ty c th s bt u thay i. V d mt ngi mua mt chic o len t L.L. Bean. Nhng sau , anh ta tm trn website ca L.L. Bean hay xem trn catalog v thy loi khc hp hn, hay tm mt mn qu ging sinh, tm cm tri. By gi L.L. Bean khng cn l ni duy nht mua o len m l ngun thng tin c gi tr ca khch hng. V c bn, y ta nh vic tng tm quan trng ca lng tin vi vai tr l mt nhn t trong quan h. Khch hng cng tin tng L.L. Bean th cng mun chp nhn nhng mi hng, gii thiu ca L.L. Bean. Thngtinkhchhng cng cungcp cho doanhnghip khnng phn bitkhchhng camnhvinhngngikhc.Thngtinkhchhnglmttisnkinht,tanhmt phn ca thit b, nh my hay bng sng ch, gip doanh nghip ci thin sn xut, gim chi ph bnh qun. Nu bit s dng hp l thng tin khch hng c nhn, khch hng c th mua li trong nhiu nm. Thng tin c nhn c ch v mt phm vi hn l mc . Khi hai doanh nghip cnh tranh cng kiu khchhng c nhn, doanh nghip c phm vi thng tin rng hn v khch hng s c li th hn. Cng ngh ngy nay gip doanh nghip mi quy m theouinhngquanhcnhnvikhchhngcnhnnnmcvnhnhcadoanh nghip km phn quan trng c c li th cnh tranh. Nui dng mt quan hvi 29khchhng sinh li s ph thuc chyu vothng tin c cv khchhng c th v s dng thng tin kho lo. Mtkhi cngtybtucquanimkinhdoanhcthvkhchhng,cngtysbt uxemkhchhngnhtisncncquntrchuonhnhngtisnkhc.kha cnh ti chnh, chin lc kiu ny s c khuynh hng tp trung nhiu ngun lc ca t chc hnnhm tha mnnhu cu ca nhngkhchhng emligi tr dihn cho doanh nghip, trong khi gii hn hoc gim ngun lc vi nhng khch hng c gi tr thp hn. Nhng, v mt tc nghip, tng gi tr di hn ca mt khch hng c th cn ch tm vo nhu cu c nhn ca khch hng, ty bin theo s ngnhng sn phm dch v cho khch hng c nhn. Cngngh to ra c mt vng phn hi (feedback loop)c nhnhiu qu cho mi khch hng. Vng ny m bo rng mt quan h thnh cng ngy cng tt hn, phc v mt khchhngvomtthi im.Khimt quanhnhvytntigiakhchhngvdoanh nghip, nhiu nguyn tc marketing truyn thng c sng bi trc y s khng cn thch hp,tnhtltrongphmvikhchhngcbit.Doanhnghipkhngcnphidavo nhng cuc kho st khchhng hin ti hay tim nng quyt nh u l hnh ng ph hp na, cng khng cn thng xuyn lm nhng thng ip qung co. Thay vo , khch hngvdoanhnghipcamktvinhaucithinquanhlintctheokiuTibitbn. Hychoti bit bn mun tilmg chobn. Ti slm. Ri bnhyni tilmc ng khng. Ti s nh v ln sau cn lm tt hn.Bquytgiv pht trin mt khchhng c nhn mi mi chnhlvng phnhiny. N i hi s tham gia v n lc ca khch hng cng vi lng tin ca h vo doanh nghip h cung cp thng tin. Nhng tng tc thnh cng c c im nh quan h hiu bit,cui cngmanglichodoanhnghipkhnngkhinsnphmdchvcgitrcaoivi khch hng c nhn. Tht vy, quan h hiu bit l duy nht, bt ngun phn ln t s tham gia ca khch hng, c th tr thnh gi tr khng th thay th i vi khch hng , m bo cho lng trung thnh v gi tr lu di ca khch hng i vi doanh nghip. 2.1.2M hnh IDIC trong CRM To ra v qun tr quan h khch hng c nhn c th tht bi nu khng c bn thnh t khng th thiu. Nhng thnh t ny da trn s duy nht, c bit khch hng v c im lp li ca quan h: Nhn dinkhchhng:Quanhchhnhthnhvi khchhngcnhn,khngphith trng,bphnhaytpth.Do,nhimvutintrongvicthitlpmtquanhl nhn din tng khch hng. Bc u tin ny c tnh cht quyt nh. Nhng vi hu ht cc doanh nghip, nhn din cng i hi tchc nhng ngun thng tin khc nhau trong doanh 30nghip, ngha l m bo rng doanh nghip c c ch khch hng c nhn, khng ch vi m sn phm m cn vi m khch hng bn cn li ca quan h hai chiu. Mt doanh nghip phinhnramtkhchhngkhianhtaquayli,hayquainthoi,trctuyn.Hnna, doanh nghip cn bit mi khch hng cng chi tit cng tt bao gm thi quen, s thch v nhng c im khc ring bit ca tng ngi. Phnbitkhchhng:Bitcskhcnhaucakhchhngchophpdoanhnghip tp trung cc ngun lc vo khch hng no mang li gi tr nhiu nht, vch ra chin lc c bit khchhngc thhonchnhnhmtha mnnhucu khcnhau ca khchhng.Vic nhm khchhng tin trnhgpkhchhngvo cng mt loi da trn gi tr cbit l mt bc quan trng trong vic hiu v phc v khch hng mt cch c li nht. Phn bit khch hng lin quan n vic phn loi khch hng theo gi tr v theo nhu cu. Tng tc vi khch hng: Doanh nghip phi ci thin hiu qu ca tng tc vi khch hng.Mitngtcthnhcngnnttrongbicnhttcnhngtngtctrcy. Tng tc hiu qu gip doanh nghip nhn thu nhu cu ca khch hng. i x ty bin. Doanh nghip nn c hnh vi thch ng i vi khch hng, da trn nhu cuvgitrcnhncah.akhchhngvomtquanhhiubitlintc,mt doanh nghip cn c hnh vi thch ng tha mn nhu cu ring bit ca khch hng. C th i hi ty bin i tr mt sn phm hay bin i mt s mt ca dch v. S ty bin ny c th l cch xut ha n hay cch ng gi sn phm. Hnh 2.1 M hnh IDIC Phn tch v Tc nghip M hnhIDIC c th cth c phn thnhhaihot nglnhnlPhn tch v Tc nghip (hnh 2.1). Hai nhim v u khng cn s tham gia ca khch hng, c th gp thnh giai on phn tch (CRM phn tch). Hai nhim v sau cn s tham gia ca khch hng, gi l giai on tc nghip (CRM tc nghip). 2.2 Nhn din khch hng R sot li d liu khch hng 31toquanhvibtckhchhngno,mtdoanhnghipcnbitnhndngca khch hng. Do , trc ht phi bit c phm vi gii hn, to c hi, lp th t u tin nhn din khch hng c nhn. Bc 1: Doanh nghip nhn din bao nhiu khch hng? nh gi chnh xc hn c bao nhiu thng tin nhn din, doanh nghip nn: -Kimk tt c d liu int v khch hng c. Thng tinnhn dinkhchhng c th c lu di dng d liu in t, nh trn web server hay c s d liu call center. -Tmthngtinnhn dinkhch hng didng hs.Nu nggi,dliuny nn c chuyn vo c s d liu my tnh phng tht lc hay b sao chp v c. Sau khinhgi,kimk thng tinnhn dinkhchhnghin ti, cng tynn lp mt chng trnh thu thp d liu. Chng trnh s thu thp thng tin khch hng hoc nu thng tin c sn, c th mua t bn th ba. Bc 2: khch hng t hin din Nhng cuc thi bn hng hay nhng s kin ti tr thng nhm mc ch tp hp tn v danh sch khch hng. Nhng mun c quan h thc s, mt cng ty cn phi kt ni khch hng vi hnh vi mua c bit giao dch dch v ca h. Phn tch hnh vi xy ra l phng php n gin, hu hiu nht nh hnh gi tr tng lai ca khch hng. V th nhng vic lm trn d c th gip cng ty nhn din khch hng nhng khng c ngha l bit, lin kt c khch hng vi nhng giao dch thc s ca h. Nhng chng trnh khchhng thng xuyn (hay cngi l chng trnh trung thnh) ph hp vi c hai mc ch, khng ch l c ch nhn din khch hng m cn kt ni c khch hng vi giao dch c bit ca h theo thi gian. Tuy nhin nhng chng trnh ny ch l phng thc, khng phi l chin lc. Lp nn cc bc c quan h rng hn rt quan trng,bichngtrnhmarketingthngxuynchlcchnhndinvtheodikhch hng. Chkhi doanhnghip thc s dng thng tin c c i xkhcnhau vinhng khch hng khc nhau, quan h thc s mi c hnh thnh. McKean phn chia doanhnghip thnh 3loi da trnkhuynhhng cnh tranh cah v mass-market, tnh chuyn i v s nm bt thng tin: -Mass-market: Mt doanh nghip tp trung ngun lc ch yu vo cc qu trnh thng tin nh hng giao dch. y c xem l iu bt buc hon thnh nhim v giao dch (xut ha n, thanh ton, thng bo cho khch hng) -Tnh chuyn i: Tng t loi mass-market, doanh nghip loi ny tp trung vo vic tng mc phc tp ca thng tin. 32-Nm bt thng tin hay i th cnh tranh da vo thng tin: Doanh nghip loi ny cho rng thng tin khch hng thc s l ti sn c gi tr nht. Cc hot ng nhn din -Xcnh:Quytnhthngtinnhndinkhchhnghinti(tn,ach,sin thoi,stikhon,thngtinhgianh).Khchhngcthdngnhiutnkhc nhau, c th l h, tn lt, nickname nn vn l xc nh c username duy nht. -Thu thp: C ch thu thp nhng c im nhn dng c th thng qua m khch hng thng xuyn, d liu th tn dng, n t, tng tc trn web, bng cu hi... -Linkt:Linktcccimnhndngcakhchhngvittcccgiaodch, tng tckhch hng thc hin ti tt c ccim tip xc cc n v, b phn khc nhau ca doanh nghip. -Hi nhp (tch hp): Nhn dng khch hng khng ch cn c lin kt vi tt c cc tng tc, giao dch m cn phic tch hp vo hthng thng tin doanhnghip sdngiuhnhhotngkinhdoanh.Chnghnnhngcimnhndin khchhng thngxuyn ca mt hng hng khng cn c tch hpvo h thng d liu t ch bay. -Nhnra:Khchhngmualicncnhnratimiimtipxc.Chnghn khch hng do trn website, ti ca hng, gi n trung tm dch v khch hng vo nhngthiimkhcnhaucncnhnralcngmtngichkhngphil nhng s kin hay c nhn ring r. -Lu tr: Thng tin nhn din tng khch hng phi c lu tr v duy tr trong mt hoc nhiu c s d liu in t. -Cp nht:Mi d liukhchhng bao gm d liu nhn dinl i tng cnphi c kim duyt, cp nht, hon thin hoc xem li thng xuyn. -Phntch:Cccimnhndinkhchhngphilyutchnhphntch nhngkhc bit gia khch hng cnhn. Da vo nhng thng tin nhn nh nhu cu v hnh vi khch hng trong tng lai. -To s sn sng: D liu cc c im nhn din khch hng trn c s d liu phi sncchonhnvin,ccbphnchcnngtrongdoanhnghipkhicntruycp. c bit trong t chc dch v, nhng thng tin nhn dng khch hng c nhn sn c chob phn tuyn u rt quan trng. My tnhgip doanhnghip mha,tp hp, lc v phn loi thng tin khch hng. Lu tr thng tinnhn din di dng d tip cn l ct yu thnh cng. 33-m bo an ton: Thng tinkhchhng cnhn rtnhy cm mang tnh cnh tranh v nh hng n s ring t ca khch hng nn cn c bo v nghim ngt nhm ngn cn vic s dng tri php. Nhn din khch hng trong quan h B2C Trong quan h B2C, nhng nh marketing i chng lun hiu rng thng tin khch hng rt quan trngv cchnhn dinkhchhnggn nhv hn. Thng tinnhn din bao gm c im, v tr al, v trknh. Gio s George Daytrong cun Market-Driven Strategy: Proccesses for Creating Value cho rng nhng c im nhn dng c th c s dng tip cn khch hng vi mt chin lc marketing. Nhng c im ny thng da trn nhn khuhc,lisngcakhchhnghaytintrnhraquytnh.Nhngdliunhndin khch hng gm: -D liu hnh vi: c im mua, thi quen mua, tn sut, tng tc vi doanh nghip, knh truyn thng, ngn ng s dng, s tiu th sn phm -D liu thi : Phn nh thi v sn phm nh mc hi lng, v th cnh tranh cm nhn, s thch, c mun hay li sng, s a chung nhn hiu, gi tr c nhn v x hi, kin -D liu nhn khu: Tui, thu nhp, trnh gio dc, tnh trng hn nhn, chi tiu h gia nh, gii tnh, ti sn Trong nhng loi d liu , c d liu c nh (nh ngy sinh, gii tnh) ch cn thu thp 1lnv d liu khngc nh (nh d nh mua, cmgicvngino m mnh quan tm). D liu c nh ch cn thu thp 1 ln, khi cp nht nu c sai st ch cn sa v khng cn bt k s thay i no cn d liu khng c nh cn c cp nht lin tc. Nhn din khch hng trong quan h B2B Mt doanh nghip B2B cng cn phi nhn din khch hng nhng cn xem xt thm mt s yu t khc. Chng hn, khi bn cho khch hng doanh nghip, doanh nghip cn xem xt aisl pha bnkia ca quanh, c phi lnh qun tr mua hayngi c quyn quyt nh, ai ph duyt, hay ngi ph trch sn phm c thc s s dng sn phm khng? Cch tt nht l xem nhng c nhn ny l mt phn ca c s khch hng. Mi ngi h u quan trng theo cch ring, nn cn c nhn din v theo di. Ci kh l xc nh ngi s dng cui cng ca sn phm. C vi cch nhn din ngi s dng cui cng nh sau: -Visnphmnhanhhng(nhmc,giythan,hacht):xcnhquangiti t hng. -Visnphmsdngphctp,thngcnhngdn chitit,nhnglukhis dng, hay thm ch hun luyn: xc nh qua hot ng t vn, thit k k thut. 34-Vi sn phm cn bo dng hoc kim tra nh k hay dch v thng xuyn, c th tn dng nhng c hi nhn din khch hng. Cc danh nghip B2B s dng nhiu chin lc tm hiu nhng ngi gi vai tr khc nhau trong tchc mua sn phm ca mnh. H t chc nhng cuc gp g nhn vin, tham gia trin lm thng mi, trao i danh thip, ti tr nhng hi tho, t chc nhng cuc tip ilinquanncngvicNhngphngthcnginnhndinquanhtrong quanhkhchhngoanhnghiplcungcpmtdchvhaylichchokhchhng. Dch v hay li ch gip nhn ra y nhng ngi c vai tr khc nhau khi chnh h th hin nhng c im ca mnh v ch ng tham gia vo quan h. 2.3 Phn bit khch hng Nhng m t khc nhau v khch hng, c im nhn khu, mc hi lng, c im tm l, v tr a l ch l nhng d liu gip ta phc ha nhu cu khch hng v gi tr m khch hng mang li r hn. Phn bit khch hng c hai dng: Theo gi tr v theo nhu cu. 2.3.1 Phn bit khch hng theo gi tr Gi tr khch hng l mt bin nh hng tng lai Nhng doanhnghip qua th t hng, doanhnghip tn dng, doanhnghip vin thng v nhngnh marketing khc c linh trc tip vi ngi tiu dng thng dng mt hnh thc u tin gi l phn tch decile xp khch hng theo gi tr, lp danh sch theo th t t cao xung thp. T , h phn tch gi tr ca khch hng. Mt cng ty tn dng chng hn phthinrarngc 65%khchhngtrongtop-decilelpgianhvc 2thtrncng mt ti khon trong khi ch 30% ca nhm t gi tr hn c c im ny. Chng hn, mt cng ty c 2 khch hng doanh nghip.Khch hng A mang li li nhun 1000$ mi thng trong 2 nm qua, trong khi khch hng B em li 500$ mi thng trong cng mt thi gian. Khch hng no c gi tr hn? Chng ta s khng nh ng nhin lkhch hng A. Nhng cha chc! Nu khch hng A em li li nhun 1000$ tt c cc thng sau vkhchhngBvnemli500$thmiktlunkhchhngAcgitrgpikhch hng B. Nhng nu d on c A nh st nhp vi t chc khc trong 3 thng v chuyn i lun nh cung cp, trong khi B vn tip tc gi mc giao dch nh c trong tnglai th sao? Trong trng hp , B c gi tr hn A. Tuy nhin, nu s tht l mt i th nh bi doanh nghip lin kt vi A, trong khi B ph sn phi ngng hot ng thng tip theo, nhn nh ca chng ta vn sai. Theonhngha,gitrkhchhngivimt doanhnghipcxemlmttisn, mt bin nh hng tng lai. Do , n l i lng c th thc s bit chc t hnh vi thc t ca khch hng trong tng lai. Chng ta c th phn tch d liu t hnh vi trong qu kh cakhchhng,phngvnhiud nhtnglai cah,ngaycvicthathunbng 35hp ngmbovicthchin,nhngsthtlkhngcmtscmnhtintrino. Chng takhng th bitgi tr thc s ca khch hng cho tikhi tnglai n. Mtkhc, khi tng lai xy ra, chng ta c th tc ng n n bng hnh ng ca mnh. Gi s chng ta tm c ngun thu nhp B tip tc kinh doanh thay v ph sn, chng ta c th thay i gi tr ca B. Khinivgi tr, cn s dnghaikhinimlgi tr thcvgi tr timn. Gi tr hin ti (thc t)l gi tr ca khch hng nh mt ti sn ca doanh nghip, chng tabitquahnhvihintihaydonvhnhvitnglaicakhchhng.Gitrny khngcthayinhiutrongmitrngcnhtranh.Gitrtimnlttcgitrm khchhng c thmang linuchng ta p dng c thc mt chinlc ci thinn, tc bng cch no they i hnh vi tng lai ca khch hng. Gi tr khch hng lu di (Customer lifetime value) Gi tr hin ti ca mt khch hng tng ng vi mt i lng thng c gi l gi tr khch hng lu di (lifetime value LTV), hay gi tr hin ti thun ca dng ng gp ti chnh k vng trong tng lai ca khch hng cho doanh nghip vi gi nh vic kinh doanh khng thay i. Mi khch hng ngy nay u c hnh trnh theo thi gian trong quan h vi doanhnghipmmiskinucnhhngvtichnhndoanhnghip(scmua, thanh ton dch v, trao i hay nng cp sn phm, yu cu bo hnh, gii thiu cho nhng khchhngkhc,giinnhtrgip...Miskinsdinravomtthigiancth trong tng lai v c tc ng n ti chnh, tnh ton c vo thi im . Gi tr hin ti thun c th quy v hin ti bng cch tnh ton theo gi tr thi gian ca ng tin, s dng t l chit khu ph hp. C th, LTV l tng ccgi tr hin ti thun ca tt c nhng s kin tng lai thuc v mt khch hng c th. Cchhu hiu xemxtnhngskinhayhot ngkhcnhau l hnh dung mi khchhngcmtthtrongquanhtichnhvidoanhnghipquathigian.Chng hn, vi th ca mt khch hng, mt vi im, anh ta tng chi tiu, mua dng sn phm khc, sau bt uchinhiu hncho nhng dchv i km. Sauna anh tali phnnn, lm doanh nghip tn chi ph dn xp. Anh ta gii thiu khch hng cho cng ty, v chu k cakhchhng clpli.Cuicng,sau vinmhaynhiunm,conanhtalnln hoc anh ta quyt nh i sang sn phm khc, hoc ly d, v hu, cht. Ti im ny, quan h ca anh ta vi doanh nghip kt thc (vi khch hng doanh nghip cng tng t). Nhngkhchhngkhcnhaucthkhcnhau.Gitrludicamikhchhng c xem lgi trhin ti thun ca nggp ti chnh theo th thng qua c s khch hng. T dng ng gp tch cc ca mtkhch hng, bao gm vic mua sn phm dch v, doanh nghip phi khu tr chi ph lin quan ti khch hng , bao gm chi ph duy tr quan 36h.Chnghn, chi ph giao tipc nhn, qua in thoi, fax, web, mail, hay mt imt c th vt qu mi ng gp tch cc ca khch hng, khi LTV ca khch hng s m. Chng ta phi cnnhc ng gp cngnh li nhun, bi gi tr mt khchhngtng ng vi ng gp ca khch hng . Gi s chng ta tng dng tin mt ca cng ty trong vinmtip theo ln X$.Nhng sau th giao dch ti chnh ca A kt thc,dng tin mt s b mt i Y$. ng gp bin ca khch hng l X-Y. Gi tr hin ti thun ca nhng ng gp khc nhau t A l gi tr lu di ca A. Trong thc t, mt doanh nghip khng th bit nggp no trong tnglail tht, vnu mun raquyt nh da trnnhng con s nhhng tnglai, chng ta phi c lng. Cc nhn t d on cnghnhvi tng lai ca khch hng cng xc thc th chng ta cng c lng chnh xc. Mt s doanh nghip c c s d liu khch hng cho php m hnh ha v phn tch phc tp. Chng hn phn tch cthcdngcnhbotrckhinomtkhchhngtndnghaykhchhngin thoi di ng b sang i th. Li ch ca cc m hnh LTV Nhng m hnh LTV c th gip doanh nghip mc chi ph kh d thu tm mt khch hngmi,mcchiph duytrkhchhnghinti.Vimtmhnhckhnngdon cao, mt doanh nghip c th tp trung n lc cn thit thu ht nhng khch hng c gi tr cao hn. nh gi LTV c th l cch hu hiu cho nhng u t marketing thay v ch xem xt vic bun bn hin ti. D vy, c nhiu bin kh xc nh c nh s h tr ca khch hng trong vic thit k mt sn phm mi, hay gi tr khch hng mang li t vic gii thiu khch hng cho doanh nghip. Bt c m hnh no dng tnh LTV ca khch hng c nhn nn c nhng d liu sau: -Vic mua lp li ca khch hng -Li nhun cao hn v/hoc chi ph thp hn (trn mi phin giao dch) t khch hng mua li hn t khch hng ban u -Li nhun gin tip t khch hng (nhng li gii thiu) -Tnh trng sn sng tip tc giao dch trong tng lai so vi chuyn i nh cung cp -H s khch hng -H s giao dch (tm tt v chi tit) -Sn phm v chi ph sn phm -Chi ph phc v/h tr -Marketing v chi ph giao dch (bao gm chi ph tm kim KH) -T l hng ng nhng n lc marketing/qung co. Gia tng gi tr ca khch hng 37Mc tiu ca bt k chin lc khch hng no nn r rng nhm bin i th ti chnh ca khch hng, tng tng gi tr ca khch hng i vi doanh nghip. Tuy nhin, thch thc l hiu c cch cng ty c th bin i th thc s, doanh nghip c th n lc tng c gi tr khch hng bao nhiu. Gi tr tim n m h l mt khi nim dng biu th lnggitrkhchhngcthmdoanhnghipcthtngthmnupdngmtchin lc.Nidinchogiaodchtimnngphtsinhthmmmtkhchhngcththc hin, khng c c th ha. Khi doanh nghip ngy cng nhn ra gi tr tim nng ca khch hng, c th chorng phnng gp vo vickinh doanh ca khchhngngy cngnhiu. Tng phn nggp ca khch hng l mt mc tiu quan trng ca doanhnghip c chin lc khch hng, c th c hon thnh qua vic tng lng giao dch thng mi m khch hng thc hin. C t nht 3 dng chin lc mt doanh nghip c th thc hin tng gi tr thc t ca khch hng. l 3 kha cnh ca gi tr tim n m h ca mt khch hng vi mt doanh nghip: -Giao dch thng mi vi i th cnh tranh: Bt c giao dch no ca khch hng vi i th cnh tranh u th hin gi tr tim n. Nu ginh c giao dch t i th s tng gi tr hin ti ca khch hng vi doanh nghip. -S thay i hnh vi: i khi khch hng cn c thc y thay i hnh vi sao cho chi ph ca doanh nghip gim hay lng trung thnh ca khch hng tng. -S pht trin ca khch hng: Khi khch hng tr nnln hn, hay c kh nng sinh li hn, c nng lc hn th doanh nghip c th khng cn giao dch vi khch hng. Khch hng khc nhau c gi tr khc nhau Nhng khch hng c gi tr nht (Most valuable customers MVC) Nhngkhchhngnymanglilinhunchodoanhnghipnhiunht.Tptrungvo ngun lcvo nhngkhchhngnylnguynl quan trngca phnbitkhchhng m ct li l nguynl Pareto (80% hot ngkinhdoanh ca doanhnghip n t 20%khch hng ca n) Phn nhm khch hng theo gi tr Xpkhchhngtheothtgitrcahividoanhnghip.Sau chiacckhch hngthnh10nhmbngnhauvslng(minhmc10%khchhng),phntchs khcbitgianhngkhchhngtrongmthochainhmcgitrnhtvinhngkhch hng trong nhng nhm c gi tr hn. Phn tch s cho thy phn ln li nhun thu c t mt hoc hai nhm khch hng dn u. Xc nh LTV rt kh, v tn km nn doanh nghip c th tm mt s bin thay th. Mt bin thay th l mt con s c th c s dng xp hng khch hng thay cho LTV. Mt bin thay th nn d o lng, nhng d nhin s khng cho chnh xc khi nh lng gi 38tr thc ca mt khch hng. Chng hn, nhiu nh marketing trc tip dng mt bin gi gi lgitrmi,thngxuyn,thucvtint(recency,frequency,monetary RFM)xp hng th t khch hng ca h v phng din gi tr. M hnh RFM da trn lch s mua ca khch hng c nhn v kt hp cht ch 3 thnh phn nh lng ring bit: -Tnh mi m: Ngy giao dch gn y ca khch hng -Tnh thng xuyn: Mc thng xuyn mua ca khch hng -Gi tr tin t: Khch hng tiu bao nhiu trong giai on c th gn nht Mt hng hng khng, ngc li c th dng tng qung ng i ca mt khch hng thng xuyn nh mt bin thay th phn bit gi tr ca khch hng ny vi khch hng khc. Tng qung ng s l mt i lng tt ca gi tr khch hng nhng s khng hon ton chnh xc. Chng hn n khng th cho hng hng khng bit khch hng c thng bay gh hng sang hay khng, hay khch hng c thng mua v t gi r hay khng, c thng i vo th by hay khng Mt bin thay th hiu qu l mt i din cho gi tr khch hng ca i vi doanh nghip. Bin thay th c th l cng c quan trng gip doanh nghip xp hng khch hng da trn gi tr v vi xp hng ny doanh nghip p dng nhng chin lc khc nhau i vi nhng khch hng khc nhau da trn gi tr tng i ca h. Nhng m hnh LTV phc tp c th tn km chi ph v thi gian. Nu mt doanh nghip tm hiu t m v hiu li ch ca nguyn l gi tr khch hng, bin thay th cho php xp hng khch hng theo gi tr vo ban u. Mc tiu ca vic phn bit gi tr khng phi l hiu v mt lch s m l k hoch hnh ng c d on. RFM v nhng bin thay th tng t cho thy d phn bit khch hng c th phc tp nhng v c bn l mt nguyn l gin n. Chin lc gi tr khch hng raquyt nh tp trungngun lc tthn, doanhnghip cng phi bo cogi tr ti sn v hnh v khuynh hng mua ca khch hng trong tng lai mt ti sn v hnh quan trng i vi doanh nghip. Khch hng c th d c phn bit thnh 4 loi: -Nhng khch hng gi tr nht (MVCs): H c gi tr thc t cao nht i vi doanh nghip. H giao dch nhiu nht, mang li li nhun cao nht, sn lng hp tc v c xuhngtrungthnhnht.Hcgitrphnnggplnnhtvmctiuca doanhnghiplduytrnhngkhchhngnyvhcthgichohotngca doanh nghip v tr dn u. -Nhng khch hng c kh nng tng trng cao nht (MGCs):H c tim nng pht trin nht (thng qua bn cho SP, gi KH lu, hay thay i hnh vi KH gim chi ph). H c kh nng tn ti khc bit ln gia gi tr thc t v gi tr tim nng, c th l khch hng tt nht (MVCs) ca i th cnh tranh. 39-Nhngkhch hngc gi trm(BZs):Hlnhngkhchhngmdnlcmy cng ty cng thu c li nhun thp hn chi ph, nghal gi tr thc t ca h m, gi tr tim nng cng c th m bt k doanh nghip lm g, theo ui chin lc no. Hunhdoanhnghipnocngcnhngkhchhngloiny(chnghnKHvin thngdichuynthngxuyn,thngxuynkhngthanhtonhan,cnnhiu dchv,KHhaypgikhinngibnthngkhngcli)Doanhnghipnn binh thnhnhngkhchhng sinh li (chng hn thm ph dch v)hay tnhtl ha vn, hoc khuyn khch h tr thnh khch hng khng sinh li ca ngi khc.-Khchhngcndchchuyn(Migrators):HlnhngKHngpngbvckhng sinh li v kh bit trc gi tr tng trng tim nng. Doanh nghip cn xc nh h c th c nui dng pht trin hay khng. Mc tiu ca doanh nghip l nn di chuynhnnhmMGChockhinhthhinlinhundihnthts (marketing i chng theo truyn thng, thu thp phn hi) Hnh 2.2 Gi tr hin ti v gi tr tim nng tng lai 2.3.2 Phn bit khch hng theo nhu cu Xem xt mt doanh nghip sn xut chi tr em, gi s cng ty ny cho ra th trng mt b sn phm lp rp tu v tr. Ba b trai 7 tui chi b lp rp ny c th c nhng nhu cukhcnhau.Mtbcthdngchitrtngtng,lprpphithuynritng tng mnh l phi hnh gia i ln sao Mc. B khc c th ch n gin chi theo hng dn, lprptmntng chitittheohngdn.Tuynhinkhiphithuynhonthnh,ns thy km th v. a tr th ba c th dng b lp rp lm nhng th hon ton khc theo tng tng. N khng thch xp theo ch dn ca ngi khc (bng 2.1). Bng 2.1 Thuc tnh v Li ch Thuc tnh sn phmLi ch ca sn phm chi hnh dng k lGip gi trang Nhiu mu sc, hnh dng k l d lp ghpKt hp a dng C hng dn t m, chi titCh dn phc tp nhng d lm theo 40Cng mt loi chi,nhng ba a tr chi cch khc nhau, mi b tha mn nhu cu khc nhau. Hn na, nu nh marketing bit nhu cu ca tr s tng c gi tr ca tr nh mtkhchhng.Nunhsnxutchi thcsbitnhucucamiatrvckh nng lin h vi tng b s tng c gi tr ng gp ca mi a tr vo s tiu th chi gii tr. Chng hn, i vi din vin, c th l trang phc din hay dng sn khu theo truynvbngvideogiptrtrongnhnghotngthvai.iviks,cthl nhng bn thit k chi, hay nhng biu phc tp hn. V vi dng sng to hn, dng nghs, cng ty c th cung cp nhng mu ghp c mu sc,hnh dnglhaynhng b ghp b sung khng c trong biu (bng 2.2). Bng 2.2 ng sau li ch: Nhu cu Nhu cu khch hngSn phm v dch v b sung Din vin: ng vai, gi trang, tng tngTrang phc, video, sch truyn, chi Ngh s: Sng to, lm iu khc bitMu v sn, cc ph kin, b phn l K s: Gii quyt vn , hon thnh vic khBiu , cc vn , phn m rng logic Cng c nhiu khch hng dng khc. Chng hn, c nhng b gi thc s thch tn la, v tr hay nhng b trai l nh su tp chi dng ny. Hoc c th nhng b khc li thch mi bn cng chi. Mi a tr li c nhu cu mong c p ng khc nhau. Bng vic hiu ckhchhngtptrungvovichiunhngnhucukhcnhau doanhnghipsd dng tc ng ti hnh vi khch hng hn v nhn ra gi tr tng thm t khch hng . Phn bit khch hng theo nhu cu Vy th ti sao cc nh sn xut chi cha theo ui chin lc loi ny? C rt nhiu ro cn. Trc ht,phn ln cc nh snxut bn sn phm thng qua nh bn l v t hoc khnglinlcvingisdngsnphmcuicng.linhvingi tiudng,mt nh sn xut s phi thc hin mt chng trnh hp tc vi nh bn l hoc tnh ton lm th no xem ht cc nh bn l mt tin trnh c xem nh l lm pht lng cc nh bn l. Vvy t nht di iu kin th trnghin ti, phnln ccnhsn xut u d tr trc rng doanhnghip hon tonkhng bitngi tiu th cui cng.Hnna,ngay cnu c nhngcimnhndngcakhchhng,nhsnxutvncnmtsphngtin tng tc vi tng khch hng v nhn s phn hi ca h nhm bit nhu cu thc s. Sau phichuynnhu cu thnhnhnghnh ngkhc nhau, i hi mt c ch cung cp, phn phi sn phm dch v cho nhng ngi tiu th khc nhau. Nhng tr ngi khin nhng nh sn xut chi kh c c chng trnh xy dng quan h vi ngi tiu th chi ngi cui cng ca chui gi tr. Ngha l, nh sn xut khng ng thi thchin c chng trnh nh th cho tt cnhngngi tiuth. Hn na, chng trnh cth lmsuyyu ccnhbn lnn cn c lnkhochkcng. 41Mt websiteli cun c ngi tiu dng ngvai tr quan trng. Trongkhinhsnxut chi vn khuynkhch ngi mua mua sn phm t ca hng, vn c th cung cp nhiu chngloisnphmtrctiptrnwebmuasm.Nucnhvy,chngtrnhtora nhng sn phm khc nhau chho nhng ngi tiu th khc nhau da trn nhu cu c nhn s d thc hin hn. Thc s, l do chnh m nhiu doanh nghip ang theo ui quan h khch hng l cng c thng tin k thut mi khng ch c trang web m cn l c s khch hng, lc lng bn t ng, marketing v nhng ng dng phn tch khch hng thng minh v c hiu qu chi ph hn. Phn loi khch hng theo nhu cu Tc ng ti hnh vi khch hng nh khin khch hng mua thm sn phm, hay s dng dch v, sn phm ti chnh trn gi, tng tc trn website gim chi ph thay v thng qua trung tm dch v khch hng nhm nm gi gi tr tim n ca h. V vy hiu c nhu cu ca khch hng l iu thc s quan trng. Khch hng l ngi kim sot hnh vi ca h vnhnghnhvichthayinuchinlcca doanhnghipcththeokpnhucu ca khch hng. C kh nng nhn nhn tnh hnh theo quan im ca khch hng l cha kha thnh cng cho bt k chin lc khchhng no. Nhng trong thc tin, nhng khch hng khc nhau phi c phn loi vo nhng nhm khc nhau da theo nhu cu. R rng s rt tn kmkhi doanh nghip phi thit k nhng c tnh sn phm hay dch v ring cho tng khchhng.Thayvo,sdngcngnghthngtinsgipccdoanhnghipphnloi khchhngthnhnhmtthn,saukthpminhmvisnphmdchvcty bin i chng thch hp.Vn l s phc tp ca vic m t v phn loi khch hng theo nhu cu. Theo cc nh phntch,nhucukhchhngcnhiukchcvscthi.ivingitiudng,c nhng nim tin mnh m thin v tm l, giai on sng, tm trng, mong mun... Vi khch hng doanh nghip, c nhng giai on kinh doanh khc nhau, bo co ti chnh, nhng kiu raquytnh,haynhngkiutchckhcnhau(khngknhngngccacnhn trongtchckhchhng, baogmngi raquyt nh,ngi ph duyt,ngixemxt hay nhng bn lin quan c nh hng n hnh vi doanh nghip). Marketing lun da trn vic li cun nhng khch hng khc nhau theo cch khc nhau m phn on th trng l cch pht trin cao, tinh vi nhng li ch yu da trn sn phm, linhun tsn phmhnlkhchhnghaynhu cu ngy cngln cah. Doanhnghip cn phi t khch hng vo danh mc vn u t, chyu da trn nhu cu. Mt phn on thtrnggmnhngkhchhngccngthuctnh.Mtdanhmcvnutkhch hng gm nhng khch hng ging nhau. Cch tip cn phn on th trng da trn nhng thuc tnh trongkhi cch tip cn danh mc vn u t da trn s p ng nhu cu ln hn 42catngkhchhng.Nusnphmlchithchicxechachymucthnm trongmt phnonthtrngchibaogmbc am,sonmicho bp bv nhng th mu . Nhng chic xe cha chy c th nm trong mt danh mc u t chi gm xe cu thng, thuyn cha chy, xe cnh st hay my bay trc thng y t cng vi m cha chy, thang Mt phn on th trng c th l ph n trn 45 tui vi thu nhp hgianhhn50000$.Mt danhmc utkhchhngcthltremthchgitrang, hnh ng, giu tr tng tng. Phnonthtrngtruynthngvn ngvaitr quantrngnhngkhidoanhnghip ngycngcngcphnloikhchhngnhiuhn,doanhnghipsthyrngquntr quan h khng c hon thin theo cch phn on bi bt c khch hng c nhn no cng ddngcxpvotrnmtphnon.Thayvo,khidoanhnghipnmctrin vng ca khch hng, nhng nh qun tr s hiu rng h phi p ng nhu cu phc tp, a dngcatngkhchhngcnhn.Viunyihiphnloikhchhngtheonhucu hn l phn ng ca h vi thuc tnh v li nhun ca sn phm. 2.4 Tng tc vi khch hng Nhu cu i thoi C 6 tiu chun m mt doanh nghip nn t c trc khi c xem l i thoi chnh thc vi mt khch hng c nhn: - Ccbnucnhndinrrng:Doanhnghipbitkhchhnglaivkhch hng cng bit doanh nghip l ai. - Cc bn i thoi phi c nng lc tham gia: Mi bn nn c phng tin lin lc vi bn kia. - Ccbnphimunthamgia:Chcacuc ithoiphiclichokhchhng cng nh doanh nghip. - Cuc ithoicthc btc bnno iu khin:Mtcucithoilinquan n c hai bn cng nh s trao i thng tin ln nhau nn c th c bt c bn no lm ch. - i thoi vi khch hng c nhn s thay i hnh vi doanh nghip i vi c nhn v thay i hnh vi c nhn i vi doanh nghip. Mt doanh nghip nn bt u tham gia i thoi ch khi i thoi c th thay i c hnh ng trong tng lai.- ithoinnbtutchchmdttrc:iunyschomiquanh phm vi tht cht lng trung thnh ca khch hng. Nu quan h gia doanh nghip vkhchhngchnhthnh,cnphitiptcduytrnhthkhng baogikt thc. 43Tha thun ngm v tha thun cng khai Qun l mt cuc i thoi vi khch hng c s trao i ngh, l mt hnh thc cng tc v tinh thn, ngha l gii quyt yu cu ca khch hng hay thu thp nhng thng tin cn thit v khch hng. Nhng ch l khi u. Nhiu khch hng khng sn lng tr chuyn vidoanhnghip.Trongithoihuch,cngcli, phikimsot ithoicchvi tng khch hng, hiu khch hng thay v c gng bn nhiu sn phm hn mi khi i thoi. Nu doanhnghip mun khchhnglngi cng tc ng tin cy,khng c c thi cphnmnh(self-oriented)thayvnhngthngipmarketingnhhngbn,nh hngsnphmrirc,doanhnghipssdngcngnghtngtcnhmtnggitr khchhng.Bngcchmangligitrny,doanhnghip mikhchhngvocuc i thoi. Phn hi sau s tng phm vi quan hkhchhng, l iu ctyu tng phn gp ca doanh nghip vo giao dch vi khch hng . Chng hn khi nh qung co ti tr mt chng trnh TV, h to nn mt tha thun ngm vi ngi xem rng Xem qung co ca chng tivxemtrng bymin ph.Sut thp k u ca TV, nhng tha thun ngm ny to ra nhiu ngha bi ngi xem ch c mt vi knh la chn. Thi gian u, ai cng xem qung co trn TV. Nhngnhng khngi ngynay sng trong mi trng rt khc. Khng ch c hng trm knh la chn m ngi ta cng xem TV mt cch c chn lc, nhanh, n nh v ch ng hn. H c th tt qung co nu mun. Cng ngh mi, nh ccphngtinthukthutsgipngitiu dnghnhdungc qungco.Do vn ca nh marketing l khng c cch no buc khch hng xem qung co hoc bit h cxemhaykhngvphngtintruynthngnykhngthachvkhngctnh tng tc. Nhng vi cng ngh truyn thng tng tc, doanh nghip c kh nng tha thun cng khai hn l tha thun ngm. H c th tng tc 1-1, trc tip vi tng khch hng c nhn (trc tip hoc thng qua nhng phng tin tng tc khc nhau). Mt tha thun cng khai l mt tha thun m doanh nghip thc hin vi mt c nhn nhm m bo thi gian, thi , phn hi ca c nhn. i thoi v tng tc c vai tr quan trng trong vic ci thin v cng c mt quan h,thng c ch trongvic bi thng cho khchhng, v chit khu, gimgi, dch v min ph. C y ry nhng tha thun cng khai trong th gii tng tc. Hng trm website, tHotmail ti Yahoo cung cp email min ph cho khchhng sn sng nhnthngipqungcohaytoiukinthunlinhngthngipqungcon nhngngikhc.lthnglkhimtnhvnhnhwebsitecncngivingthm, ng k cung cp nhng d liu nhn din c nhn, s thch truy cp nhng thng tin chi tithnvs dngnhng cngc t ng ca trang web. Vloi tha thunnykhng b gii hn bi web. Mt cng ty dch v voicemail s c c nhng thng tin cp nht hn khi 44khchhngs dng dch v voicemail. Trong mt phng tin tng tc,nh qung co c th m bo c s cho php, ng tnh ca khch hng c nhn. Thng qua vic gn nhng thng tin v s thch c nhn thnh thnh phn ca tha thun kiuny, dch v cng c th m bo rng qungco hayxc tin ti c ngi ngk c th mtcch cnhnhn, tng gi tr ca tng tc i vi nh marketing nh tng s thch ng vi khch hng. Tha thuncngkhainhthcSethGodingilmarketingcphpmtheokhch hng ng hoc chp nhn nhn nhng thng ip c c nhn ha. Cng ngh gip doanh nghip hon thnh tha thun cng khai vi c nhn nh tng tccvimikhchhngcpcnhn.Nhiudoanhnghipsdngnhng phng tin hai chiu, c th xc nh a ch nh knh truyn thng ti khch hng c c nhn ha. Thnh cng trong chin lc tng tc ngha l hp tc thng qua im tip xc Quan h vi khch hng cng mt thit, da trn i thoi th cng bn cht. Khch hng c th mun m rng ithoi v h bit mi ln h ni doanh nghip s lng nghe. bui u ca thi i web, nhiu doanh nghip to ra cc bulletinv brochureware, cung cp thng tin 1chiu, trctip ti khch hng. Giai on u ca hot ng tng tc trn web, nhng trang vng in t khin khch hng tm c a ch, s in thoi ca doanh nghip, i khi lin kt khch hng vi trang web qua bn , danh mc sn phm v thng tin khc. Vt xa nhn thc v TV trc (n thun l radio km hnh nh), doanh nghip nhanh chng m rng cc chc nng ca web to mi trng tng tc cao hn, c bit ha hn, gip duy tr cho Quan h hiu bit c bit. Cc doanh nghip khng ch tp trung vo kh nng ca knh thng tin m cn hiu qu cantrongithoivikhchhng.olngkhnngcthbaogmtheodikhch hng lin h vi b phn dch v khchhng trong vng bao lu trc khi h ngngkt ni, ngthiolnghiuqucthbaogmvictheoditlphnnncxlhay nhngvncgiiquytngaylnu.hithoithnhcngphitngtcthnh cngvikhchhngtrongdngtholuntrichy,lintc.Dtrchuynquamail,in thoi, web hay bt k knh thng tin no khc, cuc i thoi tip theo phi bt u t ch kt thc ln trc. Doanhnghip phi tchhp tt c ccknh truyn thng trc tip vikhch hng c thnhn dinkhchhngchnhxc btk cchh tng tcvi doanhnghip. Nu khch hng gi t sn phm t 2 tun trc, ri gi email hm qua hi v tnh trng thng,doanhnghipnnccutrlithchngchokhchhngnhanhchngvhiu qu.Doanhnghipnnnhkhchhnghnsaumilngiaodchthnhcng.Quantrng hnlkhngbaogilplicuhilnthhaibiphinhnkhchhngtondin,nh phn hi ca h. Doanh nghip cng nh khch hng th cng gim c nguy c ri b ca 45khch hng. Thng ip phi m bo khng ch sp xp bn thng qua nhng phng tin khc nhau nh TV, tranh nh, xc tin thng mi, mail m cn phi sp xp theo chiu dc qua thi gian quan h ca khch hng vi doanh nghip. Doanhnghipkthpdliukhchhng,phihptngtcvikhchhngpht trin danh ting. Chng hn tp on my tnh Dell pht trin chin lc khch hng bng cchdngmailtrctip,email,linhcnhnthngquaidinthngmi,truycp website ni b gi lin h vi khch hng. Tc ng ca chin lc ny ca Dell c o bi lng trung thnh khch hng, thu nhp c nh, mc tng li nhun. Dn dn, khch hng s cm thy c cng ty bit. Khi khch hng lin h vi doanh nghip, hay mt b phn ca t chc, th lp tc thng tin v khch hng c truy cp, nh ngy t giao hng trc, tnhtrngtndng,thngtinthanhton,chititvcucithoilntrcMtkhch hngkhng cnnhnthmthngtintdoanhnghipmmunbitthngtinphhphn, lin quan ticnhn mnh. Cngtyc th dngphn mm to ramt h sinh thi d liuvkhchhng,lachnthngtintmiimtipxcnhtrungtmdchvkhch hng, website, email Nu doanh nghip c th hiu khch hng tt hn th c th mang li cho h nhng sn phm dch v c bit, ton vn hn. Nhng doanh nghip B2C n kh nng truy cp website ca khchhng, phi hp nhng tng tctrn websitevi tng tc qua call center hay ti im bn. Doanh nghip B2B li thng quan tm n lc lng bn t ng nhm m bo phi hp tt hn tng tc ca khch hng vi thng tin c th. S xut hin ca nhngk thut tng tc c hiu qu chi ph buccc doanhnghip mi lnh vc ngnh ngh trn th gii xem li tin trnh kinh doanh ca mnh. gii quyt hot ng tngtc,hphitoranhngtintrnhmiphihp cvinhngtngtcmica khch hng, m bo rng tng tckhng ch hiu qu m cn phi ph hp trong vic xy dng mi quan h vng vng, sinh li vi khch hng. Tng tc vi khch hng v qun tr i thoi R rng tng tc i hi s tham gia ch ng ca khch hng v c nh hng trc tip nkhchhngngihiurtngtclphnkhngththiu.Khchhnglin tng vi doanh nghip thng qua phn hi. Mc tiu bao qut l thit lp i thoi nhm tm kim thng tin v hiu bit. Ngc li, thng tin v hiu bit lm ch kin thc v khch hng nh doanh nghip khin khch hng thnh ti sn kinh doanh c gi tr. Nhngkhchhngkhcnhau c nhucu khcnhau, nghalh cng thchnhng cch tng tc khc nhau. Nginy thch mailhn in thoi, ngikia li thchkt hpemail v mail thng thng. Doanh nghip phi xc nh c knh khch hng thch ri quyt nh s h tr tng tc nh th no. Khng c kh nng tng tc ph hp c th doanh nghip s thtbi.Theoltng,doanhnghipsphibitgiphngtinathch(Preferred 46MediaPackagePMP)cakhchhng.Vimikhchhng,cngtysthitlpnhng nguyn tc kinh doanh nhm iu ha gia PMP ca khch hng v gi tr ca h vi doanh nghip v hiu qu s dng knh truyn thng kt hp . (Khch hng nc ngoi c th thch cchgi in, nhngnu l khchhngc gi tr thp, c th kt hp vic bnvi dch v qua web km in thoi h tr). Mctiukhngphilhiuthtrngquamu mlhiutngcnhntrongtngth thng qua i thoi. Mi tng tckhng chlc hi xy dng Quanhhiu bit su hn vi mi khch hng m cn l c hi c c thng tin quan trng tkhch hng m i th cnh tranh khng c. Nhng thng tin nh vy gm 2 loi: -Nhu cu khch hng: Cch tt nht bit khch hng mun g l tng tc trc tip. Milnbn,doanhnghipsbitrhnkhchhngthchmuagvmuathno. Nhngtngtckhngchquantrngvkhchhngutvo quanhvidoanh nghip m cn v doanhnghip c c thng tin quan trnghnvkhchhng m i th cnh tranh khng bit. -Gi tr tim n: Vi mi tng tc,khch hng gip doanh nghip d on chnhxc hn th ca mnh v gi tr tim n vi doanh nghip. Khch hng c th c nhng k hoch c th v thi gian giao dch, thi gian s dng sn phm dch v v doanh nghip c th bitnhng d nhny trc tip t khchhng. Chnghn,USAAs dng nguyn tc kinh doanh trong qun tr d liu khch hng n