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7/31/2019 QT - Quan He Khach Hang (1)
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MA
RKETING
&
FINANCEUNVERSITY
I HCTI CHNHMARKETING
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1.1 KHI NIM V QUN TR QUAN
H KHCH HNG (CRM)
1.2 LCH SPHT TRIN CA CRM
1.3 LI CH CA VIC P DNG CRM
TRONG DOANH NGHIP
1.4 M HNH V SVN HNH CAH THNG CRM
CHNG 1
TNG QUAN V CRM
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RKETING
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FINANCEUNVERSITY
Nnkinhttoncubt uhnhthnhvphthuytcdng.
S hnhthnhcacccngtyxuynqucgiatonns lantarngvhngha.
Chuynmnhacaovphnchia abntheotnhchtcngvicngycngrrng
Trithccangitiudngnngcao, ngthivictriquamtloi
cccuckhnghonglmngitiudngcnthnhnvivicchitiu. GiihnqucgiatrnInternetkhng
cn.
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KHI M KHCH HNG TR
THNH THNG V QUYT NH STN TI HAYKHNG CA MI DOANH NGHIP
BNG CCH THCTIU TIN CA MNH
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Gichn khch hng l yu tquantrng duy tr hot ng kinhdoanh
Chi ph lun tng cao do mt khch
c v chiu d thm khch mi. Kt qu kinh doanh n nh vi mc
gia tng khng ng k, vng i
sn phm ngn li rt nhiu T l khch hng ch mua hng khic chng trnh khuyn mi gim girt cao.
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FINANCEUNVERSITY
Cng ngh pht trin mnh dn n vicchnh lch v cht lng tnh nng giacc sn phm khng nhiu. Kh nng btchc qu nhanh nn vic trung thnh ivi thng hiu gim dn.
Chnh sch ti chnh tp trung v sit chttin t dn n vic xc nh vng quayng tin bt buc phi xem xt khi thchin chin lc pht trin.
Xu thmi cng ng khch hng trungthnh mi chnh l ti sn v to nn gitr ca mt thng hiu
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MA
RKETING&
FINANCEUNVERSITY
Ly shi lng ca khch hnggn cht khch hng vi hot ng kinh doanh
cng ty v xy dng cng ng khch
hng trung thnh vi thng hiu.
Nng cao cht lng sn phm dch
v, gi tr sdng dch vdnh cho cngng khch hng trung thnh.
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MA
RKETING&
FINANCEUNV
ERSITY
Lun lun to c hi tng tc vikhch hng trung thnh to c hi
nng cao li nhun thng qua vic duy tr cng
ng khch hng trung thnh.
Xy dng h thng thng tin khch
hng nhm n nh hng chnh xc chinlc pht trin cng ty trong giai on ton cu ha.
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ERSITY
XU HNGMI TRONGHOT NGCHIN LCC HNH
THNH L TTYU
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ERSITY
MC 1.1
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ERSITY
L mt sch lc kinh doanh i hi gili
cc mi quan h khch hng gia trnht. Thng qua vic thit lp mt t hp c h
thng thng tin v tiu sva li sng ca
khch hng nhm h tr ti a cho hot
ng marketing, bn hng va dch v hu
mi
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MA
RKETING&
FINA
NCEUNV
ERSITY
L s tch hp ton bchin lc
hot ng bn hng, tip th, dch v v
h tr, con ngi v cng ngh nhm n
mc tiu tiu ha s trung
thnh, s duy tr mi quan h
mt thitca khch hng ti a ha
li nhun.
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ERSITY
Lm mt chin lc kinh doanh c mc tiu l
chn la v qun l mi quan h
khch hng c gi tr nht.CRM lun yu cu mt vn ha, mt trit l kinh
doanh ly khch hng lm trngtm nhm h tr hiu nht cho cc hot ngtruyn thng, bn hng v chm sc.
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MA
RKETING&
FINA
NCEUNV
ERSITY
L chin lc kinh doanh m cng ty lun
lun sdng gia tng cht lng dch
v v li nhun bng cch nhn
cao shi lng cakhc hng, xy dng mt mi
quan h khng kt vikhch hng ca chnh mnh.
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ERSITY
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ERSITY
L chin lc h tr kinh doanh ly khch hng lm trng
tm.
Thng qua shiu bit c h thng v khch hng
Gia tng shi lng ca khch hng
Gia tng strung thnh vi thng hiu ca khch hng
Pht trin h thng sn phm nhm p ng hon chnh nhu cu ca
khch hng.
To nn stng tc c th, thng xuyn vi cng ng
khch hng c chn la xy dng mi quan h khng
kht vi khch hng.
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ERSITY
MC 1.2
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ERSITY
Khi nim d liuMarketingc hnhthnh nh mt cng cnhm n vic o lnghiu qu nhn bit cc muqung co, cc chngtrnh qung co v xc nh
thi quen xem qung coca ngi tiu dng theotng khu vc.
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ERSITY
1. M hnh chin lc RelationshipMarketing c trnh by ti ihc Harvard - M da trn mts xc thc ch c 20% lngkhch hng em li 80% li
nhun cho cng ty.2. M hnh ny xoy su vo vic
nng cao s trung thnh ca
khch hng i vi thng hiuv da trn n nh mc tgtrng ca li nhun.
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ERSITY
1. M hnh chin lc CRM c xc nh l 1
trong nhng thnh t quan trng ca chin lc
hoch nh ngun lc pht trin cng ty. CRMc xem l mt chin lc song hnh.
2. Thay v chn thun l vic thu nht thng tin
khch hng nhm n li ch ring ca cng ty,
CRM cn h tr vic hiu r khch hng, c
to nn nhng hot ng khuyn mi ph hp
vi tng vng, tng i tng cng nh to nn
s tng tc hiu qu nht gia hai bn.
3. C th ni thng tin c xy dng trong chin
lc CRM lun Bit Ni
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NCEUNV
ERSITY
500 1,000 1,500 2,000 2,500 3,000 3,500
SAP
Oracle
Salesforce.com
CegidimDendrite
Amdocs
Aspect
VerintWitnessActionableSolutions
Microsoft
SAS
Avaya
2,700
1,900
749
602
522
480
395
360
323
267
3,240
2,641
1,131
1,096
595
470
703
500
433
272
DOANHTHU(TRIUUSD)
NM2010
DOANHTHU(TRIUUSD)
NM2009
Ngun: Bo co ca AMR - 2010
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FINA
NCEUNV
ERSITY
MC 1.3
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ERSITY
Gia tng doanh thu t vic mua tip sau v thchin nhng ngh tip theo. Cp s nhn khi
khch hng trung thnh ca h ho hc mua nhngsn phm v dch v mi. Gim thiu chi ph chobn sn phm mi.
Vic gi khch v lng trung thnh ca khch hngc nng cao: Nhn thc c khon tn tht
khng l trong vic khch hng ri b cng ty v lich qua li ln nhau ca s trung thnh, Li nhunc th tng n 100% v thm ch thm 5% na tcc khch hng TRUNG THNH.
Gia tng t l quay li ca khch hng, Vic thay th
mt khch hng mi s phi nh i gp 4 n 7ln vic gi li mt khch hng c. Ti a ha doanh thu trn c s ti a ha li nhun
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NCEUNV
ERSITY
CRM lm cho li ch ca khch
hng cng s tng mt cchng k. CRM gp phn thcy mi quan h lu di gia
khch hng v doanh nghip,gip khch hng c hiu rhn, c phc v chu o hn
nh s thch, nhu cu S hi lng ca dch v snphm lun c chm cht vnng cao.
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ERSITY
Gip nh qun l nhanh chngthng k, phn tch, nh gitnh hnh kinh doanh ca doanhnghip t qu kh, hin ti vtng lai.
Gip nhn vin nm r thng tinv tng khch hng ca mnh a ra phng thc h tr
nhanh chng, hp l, to cuy tn i vi khch hng, gichn khch hng lu hn.
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MARKETIN
G&
FINA
NCEUNV
ERSITY
NIT
I
CH SC GIA TNG
NGO
IBIN
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MARKETIN
G&
FINA
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ERSITY
NGO
IBIN
NITI
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MARKETIN
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ERSITY
L THUYT 20/80 TRONG CHIN LC CRM
- 20% dn strn thgii nm
gi80% ti sn thgii- 20% khch hng m bo80% li nhun
- 20% sn phm em v 80%doanh thu
CHNH L CHIN
LC NHM GIATNG TR TUYTI CA CON S
20% NY
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G&
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NCEUNV
ERSITY
MC 1.4
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MARKETIN
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ERSITY
XY DNG CSDLIU CHUNG V
KHCH HNGPHN TCH, THNG K DLIU, LP BO
CO HNG I TNG
LA CHN KHCH HNG
XY DNG MI QUAN H
THU THP NHNG THNG TIN C LINQUAN N KHCH HNG
NH GI HIU QU
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MARKETIN
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FINA
NCEUNV
ERSITY
Xy dng c s dliu chung vkhch hng.
Phn tch, thng k dliu, lp boco hng i tng La chn khch hng
Xy dng mi quan h Thu thp nhng thng tin c lin
quan n khch hng
nh gi hiu qu
M HNH V SVN HNH CA CRM
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ERSITY
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