Ky Nang Cham Soc Khach Hang Cho Cap Quan Ly

7/30/2019 Ky Nang Cham Soc Khach Hang Cho Cap Quan Ly

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M KS: KNCA-QHK-01Ln sa i: 00

GT KHAI THC MT T Dnh cho Cp Qun l (CSM) Trang 1

KNngChm Sc Khch Hng

Dnh Cho Cp Qun L

(Customer Service forManagers)


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Cho mng cc bn n vi kha hcKNng Chm Sc Khch Hng dnh cho Cp Qun L

(Customer Service for Managers)

Trung tm o to Khi Dch v t ho em n bn kha o to chuyn nghip KNng Chm Sc Khch Hng dnh cho Cp Qun Lnhm gip cc bn c th ti uha hiu qu trong chm sc hnh khch cp qun l, thu hiu marketing dch v vqun tr cc mi quan h khch hng trong qu trnh cung ng dch v cho cc hng hngkhng v phc v hnh khch ti sn bay.

* Mc tiu kha hc:

Nng cao nhn thc ca cc cn b v qun tr mi quan h khch hng vmarketing dch v.Thc hin c cc cng vic mang tnh chin lc v chm sc khch hng.

* Ni dung chnh ca kha hc:

MARKETING DCH V: Tm hiu cc nh ngha v dch v, phn loi dch

v, c im dch v, tam gic marketing dch v v cng c 7P.CHT LNG DCH V: p dng m hnh khe hv cht lng vo cngvic thc tin hng ngy.QUN TR MI QUAN H KHCH HNG: Xy dng v pht trin miquan htm chin lc vi khch hng.CHIN LC CHM SC KHCH HNG: Hnh ng c th v k hochchm sc khch hng.THNG HIU V HNH NH CNG TY: Tr gip cp qun l ngthc hin xy dng v pht trin thng hiu.

* Yu cu lp hc:

lp hc t hiu qu, bn cn:Nng ng, mnh dn trao i, chia s kin quan im.Nhit tnh tham gia vo cc hot ng, bi tp thc hnh theo nhm v tronglp hc.

Chc cc bn mt kha hc vui v v b ch. ng ngn ngi lin h vi chng ti khibn cn trgip. Chng ti lun sn sng!

Tt c v s thnh cng ca bn v s thnh cng ca chng ta!

TRUNG TM O TO KHI DCH V


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GIN KHA HC


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NI DUNG KHA HC

1 Marketing dch v................................................................................... 61.1 nh ngha dch v .................................................................................................... 61.2 Phn loi dch v....................................................................................................... 71.3 c im dch v ...................................................................................................... 71.4 Qu trnh quyt nh mua dch v ca khch hng................................................... 81.5 Tam gic marketing dch v ................................................................................... 101.6 Cng c marketing: 7P............................................................................................ 11

2 Cht lng dch v................................................................................ 132.1 M hnh khe hv SERVQUAL............................................................................ 132.2 Tiu chun dch v .................................................................................................. 172.3 Bn cam kt mc cht lng (SLA) ....................................................................... 202.4 Thuyt cng bng.................................................................................................... 252.5 Cng c kim sot cht lng dch v.................................................................... 26

2.5.1 Phiu kim tra .................................................................................................. 262.5.2 Biu Pareto.................................................................................................. 272.5.3 Biu nhn qu/ Biu xng c............................................................... 28

3 Qun tr mi quan h khch hng ....................................................... 313.1 Tng qut v qun tr mi quan h khch hng...................................................... 31

3.1.1 Yu t xy dng mi quan h .......................................................................... 313.1.2 Phn loi mi quan h...................................................................................... 333.1.3 Phng php marketing mi quan h .............................................................. 343.1.4 Chin lc xy dng marketing mi quan h .................................................. 34

3.2 Xy dng cch thc qun tr mi quan h khch hng........................................... 353.2.1 Lp h skhch hng/ Csd liu khch hng ........................................... 363.2.2 S dng thng tin khch hng ......................................................................... 373.2.3 Theo di duy tr h skhch hng................................................................... 37

4 Chin lc chm sc khch hng......................................................... 394.1 Chnh sch chm sc khch hng ........................................................................... 39

4.1.1 Tiu thc phn nhm khch hng .................................................................... 394.1.2 Xy dng chnh sch chm sc khch hng .................................................... 40

4.2 Vn ha chm sc khch hng................................................................................ 414.3 Cc hnh thc chm sc khch hng....................................................................... 43

4.3.1 Thm hi, tng qu .......................................................................................... 434.3.2 Cc hnh thc t chc hi tho, hi ngh, s kin ........................................... 434.3.3 Cc hot ng chm sc khch hng mang tnh thng mi........................... 45

4.4 X l thng tin phn hi ......................................................................................... 484.4.1 Quan h vi Trung tm TT phn hi VNA...................................................... 484.4.2 Qu trnh x l thng tin phn hi.................... Error! Bookmark not defined.

4.5 Giao dch qua th tn............................................................................................... 554.5.1 Nguyn tc cbn............................................................................................ 55


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4.5.2 Vit th quan h thng mi/ Vit bo co ..................................................... 574.5.3 Vit th tr li than phin/ khiu ni ............................................................... 584.5.4 Vit thin t ................................................................................................ 59

5 Thng hiu v hnh nh cng ty......................................................... 665.1 Tng quan ............................................................................................................... 66

5.1.1 Cc yu t cu thnh thng hiu.................................................................... 665.1.2 H thng nhn din thng hiu...................................................................... 675.1.3 Hiu bit thng hiu VNA............................................................................. 68

5.2 Vai tr ca thng hiu .......................................................................................... 705.2.1 i vi khch hng .......................................................................................... 70

5.2.2 i vi doanh nghip....................................................................................... 715.3 Cch thc duy tr thng hiu mnh....................................................................... 735.4 Truyn thng thng hiu....................................................................................... 745.5 Hoch nh ngn sch xy dng hnh nh cng ty ................................................. 75


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1 Marketing dch v

1.1 nh ngha dch v

Dch v l mt qu trnh bao gm mt lot cc hot ng t hay nhiu l v hnh, m cchot ng ny thng xy ra trong qu trnh giao dch gia khch hng v ngi cung

ng dch v v/ hoc cc sn phm hu hnh, v/ hoc h thng ca ngi cung ng dchv m c xem l gii php cho cc vn ca khch hng.

Trong ngnh dch v, khch hng mua cm nhn (experience) hoc mua s thc hin(performance).

- V d v khch hng mua s cm nhn: i xem chiu bng, i ngh h, i xemmt trn th thao.

- V d v khch hng mua s thc hin: Phu thut u gi, i my bay, dch vgio dc, dch v chm sc cy cnh.

BA LN SNG PHT TRIN KINH T

Sn phm hu hnhNng nghipKhai khongSn xutQungHo cht v.v ...

Dch vTruyn thngBn lDu lchTi chnhVn tiXy dngKhch sn nh hngDch v thng mi v.v ...

Da trn thng tin v trithcCng ngh sinh hc v sckhoNn kinh t thng tin mi

Ln sng 1

Ln sng 2

Ln sng 3


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1.2 Phn loi dch v

Cc loi dch v bao gm:

Con ngi Vt chtHnh nghu hnh

Dch v lin quan n th chtcon ngi:

- Chm sc sc kho- Vn chuyn hnh khch- Chm sc sc p- Tp th dc thm m- Nh hng- Ct tc

Dch v lin quan n hng hav cc vt cht khc:

- Vn chuyn hng ha- Bo tr v sa cha thit b cngnghip- Bo tr cao c- Git i- Chm sc vn v cy cnh- Chm sc vt nui

Hnh ngv hnh

Dch v lin quan n tr tu conngi:- Gio dc

- Truyn hnh- Thng tin- Nh ht- Nh bo tng

Dch v lin quan n ti sn vhnh:- Ngn hng

- T vn php lut- K ton- Bo v an ninh- Bo him

1.3cim dch v

c im cahng ha

c im cadch v

Hm i vi dch v

Hu hnh V hnh - Dch v khng lu kho c.- Dch v khng c cp bn quyn.- Dch v khng c trng by sn.

c tiu chunha

Khng ng nht - Cht lng dch v cung ng v s tha mnca khch hng tu thuc vo hnh ng canhn vin.- Cht lng dch v tu thuc vo nhiu yu tkhng kim sot c.- Khng c g m bo dch v cung ng nkhch hng khp vi nhng g ln k hoch


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v qung b.Qu trnh snxut tch ri qutrnh tiu th

ng thi va snxut va tiu th

- Khch hng tham gia vo v nh hng ntin trnh giao tip.- Khch hng ny gy nh hng n khchhng khc.- Nhn vin phc vnh hng n kt qu cadch v.- Sn xut i tr rt kh.- Lm ng ngay tu.

Khng d hng D hng - Kh ng nht ha v cung v cu i vi

dch v.- Dch v khng th hon tr li hoc ti bn.

1.4 Qu trnh quytnh mua dch vca khch hng

1. Trc khi mua dch v Nhn din nhu cu Tm kim thng tin nh gi cc la chn La chn mua dch v d kin

2. Thi im mua dch v Mua dch v

M hnh truyn th ng

Nhn din vn

Tm kim thng tin

nh gi cc la chn

Quyt nh mua

Hnh vi sau khi mua

M hnh dch v

Trc khi

mua dch v

Thi immua dch v

Hnh vi sau khi mua


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S dng dch v (tiu th)3. Hnh v sau khi mua dch v nh gi dch v sau khi mua

Lp li hnh vi mua S trung thnh ca khch hng Li truyn ming tch cc hay tiu cc Chuyn sang mua dch v ni khc

Cc yu t quyt nh trc khi mua dch v

1. Yu t bn trong: Nhu cu v sthch c nhn Kinh nghim qu kh Mong i c nhn Mc tham gia ( Khi lng thi gian, sc lc, quan tm v tnh cm m

khch hng s dng trong qu trnh mua dch v)

2. Yu t bn ngoi bao gm: Chin lc truyn thng ca cng ty Chin lc cnh tranh Li truyn ming

Hon cnh x hi (V d: Chn mt nh hng lng mn cho 2 ngi k nimngy ci s khc hn khung cnh nh hng thc n nhanh, ni bn c th chobn tr con xem trn banh mini).

3. Ri ro nhn thy:

a) Ri ro v ti chnh:Tht thot, mt mt ti chnh ca khch hng nu nh dch v khng thc hin c,cng lin quan n nhng chi ph khng lng trc c. V d: Khch hng c th thi Nu trung tm t vn du hc ny b ph sn, liu ti c mt tin khng?

b) Ri ro v chc nng:C ngha l ri ro v mt thc hin. iu ny dn n nghi vn liu dch v c c cungng nh ha v/ hoc nh mong i hay khng. V d: Khch hng c th t hiLiu bo him ti mua c bao gm ht chi ph b mt khng? hoc Liu ngi bn hoac giao loi hoa ng nh ti t hng hay khng?

c) Ri ro v vt cht: l nhng h hng c th xy ra hoc nhng iu c hi xy ra vi khch hng hoc tisn ca h. V d: Khch hng c th t hi Liu hnh l ca ti c n im cui anton khng? hoc Liu ti c an ton khi hc bi hay khng?


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d) Ri ro v tm l: l ri ro do dch v khng ph hp vi s nhn thc ca khch hng. V d: Khchhng c th t hi Liu ti c thch bui ha nhc ny khng? hoc Liu ti c thngminh nh cc hc vin khc trong kha ny khng?.

e) Ri ro v cm gic: l nhng hiu ng tiu cc ln th gic, thch gic, khu gic, xc gic v v gic. Vd: Khch hng c th t hi Liu ti c thch khu v ca nh hng ny khng? hocLiu nha sc lm au ti khng?.

f) Ri ro v x hi:C lin quan rt gn vi ri ro v tm l, tuy nhin ri ro ny ch trng nhiu hn v miquan tm ca c nhn n kin ca ngi khc. V d: Khch hng c th t hi Liubn ti c thch ti ct kiu tc ny? hoc Liu ba m ti c thch hng hng khng mti chn cho chuyn du lch ln ny khng?

g) Ri ro v thi gian:iu ny lin quan n mi quan tm v thi gian b lng ph hoc s chm tr. V d:Khch hng c th t hi Liu ti c th lm th tc ng gicho chuyn bay i H Nihm nay khng? hoc Ti sao trung tm bo tr phi mt 4 tun mi sa c cimy quay video ca ti?

1.5 Tam gic marketing dch v

Tam gic marketing hng ha

CNG TYNhn vin marketing/ bn

SN PHM TH TRNG

a ra li haMarketing bn ngoi

Bn

Gi li hac im ca sn phm

Thc hin li haTip tc pht trin sn phm


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Tam gic marketing dch v

1.6 Cng cmarketing: 7P

PEOPLE (CON NGI)

Yu t con ngi trong ngnh dch v rt quan trng, bi v nh ch ra phn cim, qu trnh sn xut v cung ng dch v l khng th tch ri v do con ngi thchin. Yu t con ngi y bao gm c cp qun l, nhn vin trc tuyn v nhn vin

CNG TYNhn vin marketing/ bn

NHN LC

CNG NGHKIN THC

THI GIAN CA KHCH HNGKHCH HNG

KHCH HNG

a ra li haMarketing bn ngoi

Bn

Gi li haMarketing giao dch qua liCng ngh v h thng hngn khch hng

Thc hin li haTip tc pht trin sn phm

Marketing bn trong

Place

PriceProcess

People

Promotion

Physical

evidence

Product


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tuyn sau. Singapore Airlines tin rng duy tr v trng u ton cu, h cn phicam kt tuyn chn v nui dng cc c nhn sng tr v nng ng.

PROCESS (QU TRNH)

Bao gm tt c cc hot ng lin quan n vic sn xut v cung ng dch v. Cc hotng ny tri di t tuyn sau n tuyn trc.

PHYSICAL EVIDENCE (MI TRNG VT CHT XUNG QUANH)

Cc vt dng hin hu xung quanh to nn mt hnh nh nht nh trong mt ca khchhng cho cng ty dch v.

Chi tit by P trong marketing dch v

PRODUCT PLACE PROMOTION PRICE* c im hngha* Mc chtlng* Ph tng

* ng gi* Bo hnh* Nhn hiu

* Knh phn phi* i l* Ca hng bn l* Vn chuyn* Lu kho

* Knh qun l

* Nhn vin bnS lngTuyn chnHun luynCh thng

* Qung coMc tiuLoi hnhBn quyn* Chiu th

* Mc gi* linh hot* S khc bit* Chit khu

PEOPLE PHYSICALEVIDENCE

PROCESS

* Nhn vinTuyn chno to

Khuyn khchKhen thngLm vic nhm* Khch hngo to

* Thit k* Trang thit b* Bng biu

* Trang phc canhn vin* Cc vt hu hnhkhcDanh thipBo coTi liuTqung co

* Hot ngTiu chun haHng n khch

hng* Cc bc cngvicn ginPhc tp* S tham gia cakhch hng


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2 Cht lng dch v

2.1 M hnh khe hv SERVQUAL

M HNH KHE H TRONG CHT LNG PHC V

Khch hng

Nhn vin phc v

Li tuyn truyn Nhu cu c nhn Kinh nghim triqua

Dch v mong i

Dch v nhn c

Qu trnh cung ngdch v

Chuyn dch nhn

thc vo cc tiu chcht lng

Nhn thc v mongi ca khch hng

Truyn thng nvi khch hng

Khe h3

Khe h2

Khe h1

Khe h5

Khe h4


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Khe h1 Cng ty phc v khng hiu khch hng mong i iu g. iu ny dn ndch v thit k v cung ng khng khp vi mong i ca khch hng.

Khe h2 Cng ty phc v mt t khng thit k cc tiu chun dch vp ngmong i ca khch hng.

Khe h3 Qu trnh cung ng dch v khng theo tiu chun dch v. Con ngi, ccqu trnh v c h thng khng cung ng dch v theo cc tiu chun cn thit.

Khe h4 Cc li ha nu trn cc phng tin truyn thng khng khp vi dch vcung ng thc s.

Khe h5 (Khe h t hnh khch) Nhn thc v kinh nghim s dng dch v khngkhp vi s mong i v vic cung ng dch v v kt qu.

LM TH NO XA KHONG CCH KHE H?

Kheh

Gii thch Nguyn nhn Hng khc phc

1 Mong i ca khch

hng >< Nhn thcca cng ty vmong i

Cng ty phc v khng

nhn bit c mongi ca khch hng

- Xc nh nhng mong i ca

khch hnh- Ci thin truyn thng- Thc y vic truyn thng nkhch hng.

2 Nhn thc ca cngty v mong i >< Chuyn ti nhnthc vo cc tiuchun phc v

Thin cn trong qunl.iu kin th trng,nh v ngun lc,K nng qun l

- Thit lp cc tiu chun chtlng phc v- Cn b v nhn vin cam ktvi cht lng- Xem ci tin dch v nh lmt phn cng vic- o to

- Xc nh v gii quyt cc rocn cht lng phc v- Chun ha cc cng vic gim bt s khc nhau trongphc v- Thc hin mc tiu cht lngphc v- o lng vic thc hin cngvic- Nhn TTPH v cht lng- Khen thng


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- Nhn bit mong i ca khchhng- Nghin cu th trng- Quan tm n k nng v sthnh tho

3 S khc bit giatiu chun v chtlng v dch vcung ng

Nhn thc thp canhn vin v tiu chuncht lng,K nng thp,S thiu thin ch ca

nhn vin thc hincc tiu chun

- m bo vic thc hin phitheo tiu chun- Xc nh cng vic ca nhnvin ng gp nh th no vocht lng dch v

- Gim bt mu thun v s mh v vai tr.- m bo cng vic ca nhnvin ph hp.- o to- Tuyn chn ng ngi- Khen thng- Giao quyn cho nhn vin/ cnb- Xy dng tinh thn lm vicng i

4 Khc bit gia dchv cung ng vtruyn thng cngcng

Truyn thng km,Ha qu li - m bo dch v cung ngng vi qung b v iu ha- m bo li ha trn qungco phn nh mc u tin vcht lng dch v- Qun tr s mong i cakhch hng (iu g l c th/khng th)- Gii thch vn nu btthng

- Trnh ha qu li5 Khc bit gianhng g khchhng mong i vnhng g h nhnc

Mong i ca khchhng khng khp vimc dch v ccung ng

Cc khe h 1 n 4 c ngth khe hny t cng c xa.


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CC KHA CNH O LNG CHT LNG PHC V M HNHSERVQUAL

Cc kha cnh M t V dTnh ng tin cy(Reliability)

Kh nng cung ng dch v ha mt cch ng tin cy vchnh xc

- Chuyn bay xut phtng gi.- Chuyn bay i v nng gi.

Tnh m bo(Assurance)

Kin thc v phong cch lch sca nhn vin to nn s tin cy

v tin tng.

- Bng ghi v an ton rty .

- Thng hiu ng tin.- Nhn vin c kinhnghim.

Tnh hu hnh(Tangible)

Vt cht, trang thit b v trangphc trang im ca nhn vin

- My bay, quy v, ngphc, bng chuyn nhnhnh l, quy lm th tc,phng ch.

Tnh p ng(Responsiveness)

S sn lng gip v cung ngdch v nhanh chng ca nhnvin phc v

- H thng hiu qu v nggi.- Nhn vin nhanh chngp ng nhu cu ca khch

Tnh cm thng(Empathy) To s chm sc c nhn vikhch hng; hiu v quan tmkhch hng.

- Nhn vin hiu nhu cuca khch hng, lng nghe,kin nhn v phng onnhu cu ca khch hng

NHNG HM XY DNG CC DCH V C CHT LNG THNG QUAM HNH SERVQUAL

p ng c cc kha cnh ca m hnh SERVQUAL, chng ta phi:

1) Tnh ng tin cy: (Tnh nht qun v ng tin cy trong qu trnh cung ng dchv)- Hiu nhu cu v s mong i ca khch hng.- Pht trin h thng v cc th tc qui trnh m tiu chun ha qu trnh sn xut

v cung ng dch v nhm m bo sn phm dch v chnh c cung ng mtcch nht qun v ng tin cy.

- m bo rng cc li ha thng qua phng tin truyn thng l thc s v c tht c.

- Qun trc nhng mong i ca khch hng.


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2) Tnh m bo: (S thnh tho, s lch s v tnh an ton m mt cng ty trao chokhch hng)

- To s tin tng thng qua kin thc v k nng ca nhn vin phc v.- To tnh lin tc phc v ca nhn vin.- To hnh nh rng khp t chc, phn nh gi tr ca cng ty.- Xy dng mt thng hiu ln mnh.- S dng s hu hnh nh trang phc, trang tr ni tht ca cng ty, thi ca

nhn vin, ti liu (v d nh sch/ bng ch dn) to sm bo i vi khchhng.

3) Tnh hu hnh: (Yu t hu hnh ca dch v to nn s hin din ca vt cht)- Xem xt nh hng ca mi trng xung quanh v d nh trang tr vn phng, vtdng vn phng, trang thit b.

- Trao cho khch hng nhng vt dng hu hnh nh tghi nhn cc ln giao dch,biu mu, sch hng dn, danh thip, ha n, ti liu v.v....

4) Tnh p ng: (Thi im m cng ty cung ng dch v)- C nhn ha loi hnh dch v v hng n khch hng.- Xc nh rng qu trnh no, kt qu nh th no c khch hng chp nhn.- Thc hin cc th tc qui trnh chun ti a ha tnh p ng i vi cc tnh

hung xy ra ngy cng thng xuyn hn.

- o to nhn vin h c thp ng yu cu ca khch hng.- Pht trin cc ti liu hng dn, gip nhn vin tr li cc cu hi, yu cu vkhiu ni ca khch hng.

- m bo khch hng khng chqu lu khi nhn c dch v cung ng.

5) Tnh cm thng: (Kh nng cung ng cc dch v mang tnh chm sc c nhn).- Lm cho khch hng cm thy quan trng bng cch pht trin mi quan h lu

di.- Lm cho khch hng cm thy quan trng bng cch p ng nhu cu ca h v

hiu mi quan tm ca h.- o to nhn vin nhn bit nhu cu ca khch hng v gi h bng tn.

2.2 Tiu chun dch v

TIU CHUN PHC V

Qu trnh thit lp tiu chun phc v hng n khch hng:


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1) Xc nh dch v no c mong ihoc ang tn ti

2) Chuyn mong i ca khch hngthnh hnh ng

3) La chn nhng hnh ng c ththnh tiu chun

4) t cc tiu chun cng v mm

5) Pht trin h thng thng tin phn hi

6) Thit lp thang o v mc tiu chtlng

7) So snh mc o vi tiu chun

8) Phn hi vic thc hin n nhn vin

phc v khch hng

9) Cp nht mc tiu cht lngvo thang o


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V D V TIU CHUN PHC V HNG N KHCH HNGPHN CNG

Cng ty Su tin hng vkhch hng

Tiu chun phc v hng vkhch hng

Dun & BradstreetInformation Services

iu tra ca cng ty cthc hin nhanh chng

Thi gian tr li l 36 ting(trc y l 7 ngy)

Great Plain Sofeware Nhanh chng tr li v vn k thut

m bo thi gian tr li trongvng 1 n 3 gi.

Canadian Imperial

Bank of Commerce

Kh nng truy cp Thm 5 pht mtrc giv sau

khi ng quy.Aetna/ US Health Tr li nhanh chng,

thng xuyn lin lc vikhch hng

Tr li in thoi trung bnh giy th 25, 95% vn cgii quyt trong ngy, tr li yucu trong 2 gi.

Lenscrafters (Bn lmt knh)

Nhanh chng giao mt knh Giao trong vng 1 gi.

V D V TIU CHUN PHC V HNG N KHCH HNG

PHN MM

Cng ty Su tin hng vkhch hng

Tiu chun phc v hng vkhch hng

General Electric K nng giao tip ca nhnvin:- Ging ni- Gii quyt vn - Tm tt hnh ng- Cch thc kt thc

- Chu trch nhim nhn inthoi.- Theo di cc li ha.- Lch s v c kin thc.- Hiu r cc yu cu ca khchhng.

Ritz Carlton i x khch hng vi s

tn (trn) trng

Tiu chun vng

- ng phc phi sch s.- i giy ph hp v an ton.- Mang bng tn.- Thc hin ng qui nh vtrang phc v tc.- Thng bo ngay cn b trcnhng vn bt thng.- S dng in thoi lch lm,lun dng Xin vui lng imy (May I place you on


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hold?).- Gim thiu vic chuyn inthoi khi c th.

Nationwide Insurance Kh nng p ng Th hin ging ni ca ngi(human voice) khi khch hngphn nn.

L.L. Bean Ging ni bnh tnh, gimthiu s lo lng ca khchhng

- Ch vo ging ni.- Khng lm vic khc (nh giqu) trong khi ni chuyn inthoi vi khch hng.

BellSouth Kh nng p ng trn inthoi

Khng chuyn giao hoc gimy cuc gi ca khch hng,kh nng tr li cc cu hi, lchlm v chuyn nghip, quan tmchm sc khch hng.

American Express Gii quyt vn

X l

S hin din lch lm

- Gii quyt vn ngay ln gpu tin (khng chuyn giao,khng hn nhiu ln), giao tipv hng dn y , tranh thmi thi gian cn thit.- Lng nghe, lm mi vic c th

trgip khch hng, to s tintng cho khch hng (ci mv chn thnh).- Lm cho khch hng thoi mi,kin nhn gii thch qu trnhlm ha n, th hin s quantm thc s trong qu trnh htr khch hng, lng nghe chng, gi khch hng bng tn,cm n khch hng khi kt thccuc gi.

2.3 Bn cam kt mc cht lng (SLA)

Theo thng k ca cc nh nghin cu marketing dch v, c n hn 80% cc cng ty sdng yu to lng s tha mn ca khch hng lm tin nh gi hot ng cacng ty . V vy, trc ngng ca ca hi nhp khi cnh tranh ni a v ton cungy cng tng, vic nng cao s tha mn ca khch hng v thc hin thi phc vtch cc i vi khch hng lun nm trong nhng ng lc bt buc cc cng ty phi


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xem xt li cht lng sn phm dch v ca mnh t gc ca khch hng. S thomn ca khch hng thng c nh gi thng qua vic so snh gia nhu cu v mongi ca khch hng (Expectations E) v thc t dch v c cung ng(Performance P). Mc tha mn cng cao (c ngha l P = hoc > E) trong qu trnhphc v khch hng chng minh c cht lng dch v tt v iu ny s dn n ktqu khch hng s trung thnh vi thng hiu v gia tng li nhun. Nhm t ciu , cc nh qun l dch v v ang c gng chuyn ti cc mong i ca khchhng thnh cc mc cht lng do chnh khch hng nh ngha (Customer-definedstandards). Do , cccam kt (hay tha thun) mc cht lng dch v (Service LevelAgreement SLA)c s dng rng ri trong nhng nm gn y trong nhiu ngnh

kinh doanh, c bit l dch v nh cng ngh thng tin, vn ti hng khng, ti chnh ngn hng, gio dc nhm kim sot v nh gi cht lng dch v (t pha khchhng), ng thi qun trc s mong i ca khch hng (t pha doanh nghip cungng dch v).

SLA c xem l mt cng c qun tr cht lng

Vi quan im nu, SLA c xem l cng c qun tr cht lng nhm xy dng nntng cho mi quan h hai bn u l doanh nghip (doanh nghip cung ng dch v vdoanh nghip l khch hng mua dch v) cng c li (win-win relationship). C th,SLA l:

L cng c truyn thng: Qu trnh m phn v sau tha thun SLA s giptruyn t thng tin cho c hai bn. Khch hng s dng SLA nh l mt thngip nu r mong i v yu cu ca mnh; nh cung ng dch v s dng SLAtruyn t kh nng p ng v mc cht lng c chp nhn.

L cng c ngn nga mu thun: SLA gip nh cung ng dch v v khch hngtrnh cc mu thun bng cch chia s hiu bit v nhu cu v cc u tin png. Nu mu thun c xy ra, h c khuynh hng gii quyt vn trn cstho lun. Hn na, nu khng c SLA, vn ha khiu ni s bng n, i kmtheo n l mt s lng ng k v th phn nn.

L cng c ci tin cht lng: Theo chu k thi gian nht nh, cc bn tham gias phi cng xem xt li cc tha thun nh gi mc ph hp ca dch v

cung ng v m phn iu chnh. L mt cng c khch quan o lng hiu qu dch v: Nh cung ng dch v vkhch hng u s dng mt tiu chun (nu trong SLA) nh gi cht lngdch v.

Chu trnh cht lng khp kn i vi vic thc hin SLA bao gm 4 cng an:Lp khoch (Cn xc nh r tiu chun dch vc p dng trong qu trnh cung ng, xcnh trch nhim ca hai bn);Hnh ng (Thc t cung ng dch vng nh cam kttrong SLA); nh gi (Kim sot qu trnh cung ng dch v, r sot li vic cung ngthc t so vi k hoch lp); v Ci tin (Xc nh v tn dng cc chi ci tin).Phn tip theo s cp r hn cch thc xc nh tiu chun dch v.


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Qu trnh thit lp tiu chun dch v (Service Standards)

SLA c hiu l bn tha thun (hp ng) hoc ph lc ca hp ng chnh gia nhcung ng dch v v khch hng nhm lng ha cc tiu chun dch v v phn nh rtrch nhim ca hai bn lin quan n dch v cung ng. Cc nghin cu v SLA ch mixut hin cui thp nin 1990 trvy. Cc nghin cu ny nhn nh rng SLA chnh thnh t vic pht trin cc ch s thc hin chnh (KPI Key Performance Index).V vy, vic thit lp cc KPI hay cn gi l tiu chun dch vc thc hin trc. Cctiu chun dch vc xy dng di hai gc phn cng v phn mm, p ng

c nm kha cnh cht lng theo m hnh cht lng SERVQUAL do nhm cc nhnghin cu ngi M Zeithaml, Berry v Parasuraman trnh by vo nm 1983. Nmkha cnh l

hu hnh (Tangibles): Shin hu ca trang thit b phc v, con ngi (baogm c trang phc, trang im) v cc nguyn vt liu chuyn ti thng tin nkhch hng.

ng tin cy (Reliability): Kh nng thc hin cc dch v nh ha mtcch chnh xc v ng tin cy.

p ng (Responsiveness): Sn sng trgip khch hng v cung cp dch vngay lp tc.

m bo (Assurance): Kin thc, phong cch phc v v kh nng ca nhn

vin to nn stin tng tkhch hng. cm thng (Empathy): Schm sc c nhn m doanh nghip dch v dnh

cho khch hng.

Tiu chun dch v phn cng c nh ngha di gc nhn ca khch hng l cctiu chun cn, ong, o ,m, c thng qua quan st v nh gi. Cn tiu chundch v phn mm thng lin quan n thi v hnh vi ca ngi cung ng dch vi vi khch hng, c o lng trc tip trn kin v nhn xt ca khch hng.Thng thng, cc tiu chun dch v phn mm c dng lm ch dn hoc lthng tin phn hi cho ngi cung ng dch vt c s tha mn ca khch hng.Qu trnh thit lp tiu chun dch v tri qua chn bc sau:

Xc nh cc nhu cu ang tn ti hoc c mong i. Chuyn ti mong i ca khch hng vo thi v hnh ng. La chn thi v hnh ng chun. Xc nh cc tiu chun dch v phn cng hoc phn mm. Pht trin h thng phn hi o lng tiu chun. Thit lp h thng o lng v mc tiu. So snh gia thc to lng v tiu chun. Phn hi vic thc hin n nhn vin trc tuyn. nh k cp nht mc tiu v thang o.


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xc nh cc tiu chun dch v, cc doanh nghip thng xc nh cc qu trnh cungng dch v chnh v a ra cc nh hng u tin, t xy dng cc tiu chun dchv.

Tin trnh m phn SLA gia nh cung ng dch v v khch hng doanh nghip

Tin trnh m phm cc cam kt hoc cc tha thun mc cht lng c th khc nhau.Tuy nhin, chung qui chng thng bao gm cc im sau:

- m phn (Negotiation): m bo vic cung ng dch vc ti u, mikha cnh ca bn tha thun cht lng (bao gm c trch nhim thc hin ca

mi bn tham gia) phi c thng tho gia hai bn: Nh cung cp dch v vkhch hng. y cn c gi l qu trnh hp sc khm ph. Qu trnh thngtho ny to iu kin hai bn ngy cng hiu r hn nhu cu v cc trngica mi bn.

- Tha thun (Agreement): Tip theo qu trnh m phn thng tho s l thathun. Thit lp c s tha thun trn mi kha cnh nu trong bn tha thuncht lng l iu ct li vic thc hin c thnh cng. Qu trnh m phnv tha thun cn c xem l chi tt truyn thng gio dc c hai bn vcc nhu cu, cc mong i, cc vic u tin lm trc v cc trngi. Lm ttiu ny s gip cho c khch hng ln nh cung cp dch v c y thng tinv thng minh hn.

- Lng ha chun mc dch v (Quantifying service levels): Bn tha thun slng ha kt qu v mc cht lng u ra ca dch v cung ng thng qua ccch s thc hin (Key Performance Indicator KPI). Lng ha chun mc dchv bao gm xc nh cc yu cu ca khch hng nhm thit lp cc li ch vminh chng v chi phcc mc dch v khc nhau. Mc tha thun l mchai bn u thng nht v vic nh gi hiu qu dch v, t snh gi trncskhch quan v h trcho nh cung ng dch v kim sot c mong iv nhn thc ca khch hng.

- Phn nh r trch nhim (Clarification of responsibilities): nh cung ngdch v cung cp dch v c cht lng cao, c nh cung ng dch v ln khchhng u phi hon thnh trch nhim ca mi bn. Chnh v vy, SLA s ti liu

ha v thng t cc trch nhim ca mi bn tha thun.

Cc im lu i vi doanh nghip dch v khi m phn v k kt SLA

Vi v tr l khch hng ca doanh nghip cung ng dch v, doanh nghip cn xc nhs qu trnh xc tin SLA. u tin, doanh nghip cn xem xt li chin lc qun trmi qun h khch hng (Customer Relationship Management CRM) ca chnh doanhnghip mnh. y l chi xc nh mt cch k lng cc yu cu v cht lngdch v v nhng mong i. Vic xem xt ny nhm h tr thm vic khng nh liudoanh nghip ca mnh c t c mc tiu cht lng khng. Bc k tip s l nh


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lng phng php o lng cht lng ca doanh nghip cung ng dch v so vi ccyu cu v mong i t ra. Vic xc nh mc thng pht cn phi c tnh nngay sau bc nh lng ny. Tuy nhin, khuynh hng ca cc doanh nghip dch vtrn th gii cp nhiu v vn pht hn l thng. Vic cui cng l doanh nghipcn phi theo di v yu cu iu chnh cht lng cc dch v khng t so vi yu cuv mong i ra. Xu hng chung l theo nh k qu hoc thng hoc nm cn phi rsot li SLA.

i vi doanh nghip l nh cung ng dch v, iu cn thit u tin l phi xc nh rrng nng lc phc v ca doanh nghip v trch nhim ca cc bn tham gia vo SLA.

Bng khng, doanh nghip kh lng qun trc yu cu v s mong i ca khchhng ngy cng tng cao theo s pht trin ca x hi. im kh khn nht i vi ccdoanh nghip ny l tha thun viu khon pht. Thng thng, cc doanh nghipcung ng dch v thng cam kt s c gng ht sc cung ng dch v (tng ngvi li ha) m khng mun rng buc vo bt c khon pht no, mc d i vi mt skhch hng doanh nghip mua dch viu khon pht a ra ch nhm mc ch rngbuc trch nhim thc hiu theo ng yu cu v mong i c cam kt.

SLA gia hng hng khng v cng ty phc v mt t

C hiu lc tngy: ________

Vic cung ng dch v ca cng ty phc v mt t phi c gim st theo tiu chundch v tha thun (SLA) nhm t c mc tiu cht lng hng nm t ra cho snbay ny.

Cng ty phc v mt t v hng hng khng cn tho lun nh gi mc thc hin sovi tiu chun v mc tiu t ra.

A. MC TIU CHT LNG I

Tnh ng gi 99%(Xem xt theo li do Cng ty phc v mtt)

Service AssuranceTr t 10 30 pht Pht 5% tr gi hp ng

Tr t 30 pht trln Pht 15% tr gi hp ng

B. MC TIU CHT LNG II

Chsv shi lng ca khch hng (CSI)


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a. Tnh hiu qu ca nhn vin 83b. Mc lch s v kh nng sn lng gip ca nhn vin 86c. ...

C. CC TIU CHUN DCH V TI THIU

2.4 Thuyt cng bng

THUYT CNG BNG (JUSTICE THEORY) MI QUAN H VI S THAMN V CON NG DN N LNG TRUNG THNH CA KHCH HNG

Theo cc nghin cu, khch hng nh gi v dch v khng hon ho (c ngha l dchv khng p ng c tiu chun dch v) v vic khi phc s tn nhim ca khchhng da trn ba kha cnh ca thuyt cng bng: Qu trnh phc v (Procedural justice),kt qu (Distributive justice) v tin trnh giao tip (Interactional justice). iu ny cngha l vic khch hng c cn li v tip tc mua dch v ca n v na hay

khng cn ph thuc vo cm gic h c c i x cng bng sau dch v khng honho hay khng.

Loai dchvu khong

hoan hao

o tramtrong cuadch vu

khong hoanhao

Dch vukhong hoan hao

Chnh sachboi thng

Toc o phanhoi

Cach thc xinloi

Cach khi au

Qua trnhkhoi phuc

Ket qua

Qua trnh phucvu

Tien trnh giaotiep

Thoa man vidch vu o

X

X


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M hnh v s tha mn ca khch hng vi thuyt cng bng

(Ngun: Smith, Bolton & Wagner, 1999)

Cng bng trong qu trnh phc vc nh ngha l n v dch v c a ra ccbc c th gii quyt vn hay khng. kha cnh ny, khch hng nh gi nv dch vcc im: c ai ng ra nhn lnh trch nhim gii quyt vn v dch vkhng hon ho hay khng, tc phn hi, mc linh hot trong gii quyt, theo di

v kim sot qu trnh gii quyt.

Cng bng vkt qu th hin kt qu hu hnh v c th. iu ny c ngha l khchhng trng chmt chnh sch bi thng tha ng. V d nh mt mn n trng mingmin ph cho bui phc v ba n ti chm trong mt nh hng, hoc mt ci o mithay th cho chic o ca hnh khch b vy bn vt c ph do ssut ca tip vin, hocmt mn qu tng trng thay li xin li cho mt chuyn bay tr.

Cng bng trong tin trnh giao tip th hin ch nhn vin phc v c giao tip cim, chn thnh, lch s, chuyn nghip, gii thch nguyn nhn dn n dch v khng

hon ho v cch thc gii quyt c th. V vy, mc hi lng ca khch hng olng c thng qua vic nhn vin phc v t ra quan tm khch hng nh th notrong qu trnh ny.

2.5 Cng ckim sot cht lng dch v

2.5.1 Phiu kim tra

Phiu kim tra l mt trong by cng c truyn thng thng c s dng cho vic thuthp d liu. D liu thu c t phiu kim tra l u vo cho cc cng c phn tch d liu khc, do y l bc quan trngquyt nh hiu qu s dng ca cc cng c khc

a) Phng php thu thp dliu:

Ghi chp li cc d liu vo mu h stiu chun Ghi chp li mi d liu cn thit i vi cc loi hnh cng vic, my mc,

thi gian khc nhau, d liu cn chnh xc v y ni dung tin cy dng cons c ngha cho mc ch kim tra


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Phiu ghi chp cn c k tn xc nhn hoc ng du bi nhng ngi ctrch nhim kim tra.

Sau khi xc nhn h s ng n, cn b qun l c trch nhim kim tra vk tn hoc nh du vo ct c th chng minh s ph duyt.

b) Cc dliu cn ghi Cc d liu cn ghi trong phiu kim tra c th bao gm: Tn, s hiu sn phm/ s hiu chuyn bay Ni dung/ tn qu trnh Tn thit b

Tn cng vic Tn ngi vn hnh Tn ngi ghi h s M t cc c tnh cht lng.

MU PHIU KIM TRA ( GIO VIN TA RA V D)

2.5.2 Biu Pareto

a) Khi nim:

Biu Pareto c Loren xy dng da trn hc thuyt PARETO (tn ca mtnh kinh t hc ngi ) l phn ln ca ci ca x hi nm trong tay mt st ngi. Tin sJuran (M) ng dng phng php ny vo lnh vc qun lcht lng tip theo phn loi cc vn cht lng thnh vn trng yuv th yu. ng ch ra rng phn ln cc khuyt tt v chi ph cht lng chocc khuyt tt ny xut pht t mt s t nguyn nhn trong s nhiu nguynnhn.

Biu PARETO s dng cc ct minh ha cc hin tng v nguyn nhn,nhm li cc dng nh l cc khuyt tt, ti sn xut, sa cha, khiu ni vhng hc. Cc ng gp khc c thm vo ch ra tn sut tch ly.

b) Biu PARETO cho thy: Hng mc no quan trng nht. Hiu c mc quan trng. nhn ra t l mt s hng mc trong s cc hng mc. T l ci tin c th thy c sau khi ci tin cc hng mc. ln ca vn d dng thuyt phc khi nhn thong qua.

c) Mc ch sdng biu PARETO: Quyt nh vn trng yu cn gii quyt. Thy r s khc nhau gia trc khi ci tin v sau khi ci tin. Bo co hay ghi li mt cch d hiu.


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MU BIU PARETO ( GIO VIN TCHO V D)

2.5.3 Biu nhn qu/ Biu xng c

a) Khi nim:

Biu nguyn nhn v kt qu ch mi lin h gia cc c tnh mc tiu v cc yu t,nhng yu t dng nh c nh hng n cc c tnh, biu din bng hnh v ging

xng c. Biu nhn qu do nhng ngi cng lm vic thu thp v phn lai bngkinh nghim v kin thc ca h phn tch cc yu t ging nhbiu Pareto vcc biu khc.Biu nhn qu cn c gi l biu xng c, biu ISHIKAWA.

b) Xy dng biu nhn qu

Hnh dng ca biu nhn qu ging nh hnh xng c. Xng trung tm l xngsng, sau n xng ln, xng va v xng nh ( Hng mc ln, va, nh..)c v ni nguyn nhn v kt qu. Do phi sp xp cc yu t lin quan mtcch c h thng v bu nhn qu.

HNH DNG CA MT BIU NHN QU


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Xy dng biu nhn qu

PHNG PHP PHT HIN CC YU T CA BIU NHN QUThc hin theo phng php huy ng tr no, gm cc bc:Bc 1: a ra cc c tnh tho lun, cc c tnh phi ph hp vi vn cn giiquyt vi mc ch r rngBc 2 : Tho lun cc yu t, nhng yu t no nh hng ti c tnh v thu thp ccyu t ny. Thng thng khong 30-40 pht pht huy tr no tp th, c tha ra ccyu t m t qua giy hoc th.(Lu pht huy tr no trn nguyn tc khng ph phn, ch trch kin ngi khc, vitra cng nhiu kin cng tt, hoan nghnh cc kin t do v khng cng sthch, btr, sp xp v sa cha cc kin khc)Bc 3: Phn loi cc yu t t 4 n 8 hng mc v v xng ln. Yu t xem xtcc hng mc ny bao gm: My mc/ Thit b (Machine), Nguyn vt liu (Material),Con ngi/ Ngi vn hnh (Men), Phng php (Method), o lng (Measurament),Mi trng (Enviroment), Cng ngh thng tin (IT)Bc 5: nh gi tm qua trng ca mi yu t v nh du vo cc yu t c nh hngln n c tnh cht lng c xem xt.

SDNG BIU NHN QUt c cng vic tt, kt qu tt, cn thit l phi la chn nhng yu t no nhhng n cc c tnh v thc hin cc bin php i vi cc nguyn nhn thc l h

Cc c tnh

kt qu


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thp gi tr trung bnh hoc s bin ng ln. Biu nhn qu rt c hiu qu trongnhng trng hp di y: bit c nguyn nhn xy ra cc khuyt tt. Biu nhn qu l cng c hu hiusp xp mi quan h gia nguyn nhn v kt qu, pht hin ra cc nguyn nhn thc phn tch v phn loi xem vn tn ti u . chun b cc bin php ci tin.

MU V D 01 BIU NHN QU ( GIO VIN TCHO V D)


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3 Qun tr mi quan h khch hng

3.1 Tng qut v qun trmi quan h khch hng

Ngy nay, cc doanh nghip dch v vn ang tip tc khng ngng tm cch xy dnglng trung thnh ca khch hng vi thng hiu. Vic gi chn khch hng trthnh

mt chin lc ch lc, phn nh tm nhn di hn hn l lm cho khch hng hi lnghoc nng cao cht lng dch v. Vi xu hng cnh tranh ngy cng cao v chi phthu ht mt khch hng mi c khi gp nm hay su ln chi ph gi chn mt khch hngc, cc doanh nghip ngy cng ch trng vo vic cung ng dch v hng vo khchhng, ng thi xy dng v thc hin marketing mi quan h (Relationship marketing).

Th nghxem, bn ang gi in thoi n mt ngn hng, bn mun ngi nhn vintip bn thng bo cho bn bit rng ln giao dch cui cng trn ti khon ca bn linquan n vic g, hoc yu cu kt ni ti khon ca bn trn Internet, hoc cho bn bitsao k ti khon ca bn. Bn khng mun phi gii thch nhiu v mun duy tr giaodch nh th ngn hng c mi quan h thn quen vi bn. thc hin c iu ny,ngn hng cn c mt h thng my tnh qun tr cc giao dch qu kh ca bn v chophp nhn vin truy nhp vo cc thng tin khi h giao dch vi bn. Ngn hng chng sng to, pht trin v duy tr cc giao dch hai chiu cam kt v i bn uc li vi khch hng hoc i tc qua thi gian. l cch ngn hng marketing bnbng mi quan h thit lp v s dng cng c cng ngh thng tin qun tr miquan h (Customer Relationship Management CRM). V vy, marketing mi quanhc nh ngha l thit lp, duy tr, v cng c cc mi quan h c li vi khchhng v cc i tc khc t c mc ch ca cc bn tham gia. iu ny t cbng cch trao i qua li v thc hin li ha.

3.1.1 Yu t xy dng mi quan h

mt ngi tng lai c th l khch hng trthnh i tc ca doanh nghip nh hnhv m t di y, vic xy dng mi quan h tri qua by giai on theo thi gian: l thu ht, thit lp, to dng, pht trin, duy tr, cng c v trung thnh. V vy, miquan h c to lp trn cc yu t ch yu bao gm s tin tng, s tha mn cakhch hng, gi tr mang li, truyn thng hiu qu v mi rng buc x hi.

S tin tng c xem l yu t ch yu trong mi quan h. iu ny bao hm s tintng, sng tin cy vo qu trnh v nhn vin cung ng dch v. Nim tin cakhch hng thng t vo kh nng ca doanh nghip, mc thnh tho v kin thc


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ca nhn vin giao dch. Trong giai on ny, khch hng thng vo th d b daong v gp ri ro, v vy, tin tng l mt yu t quan trng gip khch hng v doanhnghip tip tc duy tr giao dch. Th tng tng bn ang s dng dch v t vn vqun tr, t vn vin rt cn s tin tng t ngi khch hng bi v cc hot ng t vn rt kh nh gi mt cch khch quan. Stha mn ca khch hng c nh hng rtln n s cam kt v mi quan h ny. Cc cuc nghin cu cho thy khng my khchhng cc k hi lng vi dch v li b thng hiu . Gi tr mang li trong mi quanhc xc nh qua khong cch gia li ch nhn c v chi ph b ra. Cc khchhng trung thnh thng mong i mt mc gi cng bng, nhng vn lun i hi gitr t mi quan h nhc trn trng, c nhn din l khch hng thng xuyn ngay

t khi mi bc vo khu vc giao dch ca doanh nghip, tin tng l nhn vin thuhiu v to ra cc giao dch c li cho khch hng. Truyn thng hiu qu c hiu lcc hnh thc chia s thng tin chnh thc hoc khng chnh thc, c li v lin quan giakhch hng v nhn vin. Vic truyn thng tt bao gm c vic chuyn ti s cmthng, p ng yu cu nhanh chng v hiu r sn phm cung ng s gip duy tr vnui dng mi quan h ny. Mi rng buc x hi hay cn gi l tnh bng hu dnn mc cam kt trong mi quan h rt cao. Gi tr l ch mi rng buc ny c tolp theo thi gian. Th nghv thht hoc un tc, h c rt c o to bi bn vmarketing nhng theo cc cuc nghin cu cho thy mc cam kt v mi quan h ludi ca khch hng i vi h kh cao. l do mi rng buc x hi c pht trintrong qu trnh giao dch (ht/ un tc), h khng ch tho lun cc kiu tc m cn ni

chuyn v gia nh v cc vn x hi khc.

Thu ht Thit lp To dng Pht trin Duy tr Cng c Trung thnh Khch hngtng lai

Khch hngln u

Khch hnglp li

Khch hngthnh vin

Ngi bnhvc

i tc

Qun tr mi quan hMarketing mi quan h

Cam ktmi quan h


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Ngun: L. Kirchmajer, 1999.

3.1.2 Phn loi mi quan h

Pht trin mi quan h i hi t nht c hai nhn t giao dch vi nhau. TheoGummersson (1995, nu trong McColl-Kennedy, 2003), mi quan hc chia ra lm baloi: hai mt l mi quan h gia khch hng v doanh nghip; ba mt lin quan nmi quan h tay ba gia khch hng, doanh nghip cung ng hin ti v i th cnh

tranh; v mng li lin quan n tt c cc bn tham gia trong dy chuyn phn phi.Tuy nhin, mt cch phn loi cc mi quan h phong ph hn v bao qut hn cTeale (1999, nu trong McColl-Kennedy, 2003) m t nh trong hnh v sau:

Mi quan h theo hp ng ch trng vo hp ng lin quan n vic giao hng v giiquyt cc tranh chp, trong khi mi quan h phi hp ng thng ng pht trin tcc giao dch c lp i lp li m khng c hp ng hay giao ko tn ti.

Moi quan he theo hp ong

6. Mangli

1. Giaodch

2. Giaodch lap lai

3. Quan he phuthuoc gia ngimua va ngi ban

4. Quan hemang tnh hp

ong lau dai

5. Lien

minh6. Mang

li

1. Giaodch

2. Giaodch lap lai

3. Quan he phuthuoc gia ngimua va ngi ban

4. Quan hemang tnh hp

ong lau dai

5. Lien

minh

Moi uan he hi h on


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3.1.3 Phng php marketing mi quan h

Marketing mi quan h c bn phng php thc hin: l gi th trc tip (directmail), marketing trc tip (direct marketing), marketing d liu (data marketing) v quntr mi quan h khch hng (customer relationship management). Trong bn phngphp ny, c mt sc im khng tch bch, c ngha l vn c s chng cho v ngha v ni dung gia cc phng php.

Gi thtrc tip hoc marketing qua in thoi l cc marketing mi quan h s dng csd liu khch hng thng tin mt chiu n khch hng. Phng php ny thng

s dng nh l mt cng c chiu th vi mc ch ngn hn.

Marketing trc tip cng pht trin t phng php nu trn, nhng ch trng vo cchot ng chiu th m d dng qun tr v sinh li hn. Phng php ny lin quannhiu n chin thut truyn thng marketing v bn cho (cross selling) nhng mt hngkhc ca doanh nghip m khch hng cha tng mua.

Marketing d liu l phng php s dng cng ngh thng tin trong ton mng cadoanh nghip nhm thu thp v lu tr cc d liu lin quan n c nhn khch hngtrong qu kh, hin ti v/ hoc khch hng tim nng, duy tr th thng nht ca ngund liu cho vic lin tc kim sot khch hng, truy nhp vo kho d liu cho tng

tnh hung giao dch c th v s dng thng tin thit lp chin lc marketing v ymnh cc cuc giao dch c nhn v to mi quan h vi khch hng. S dng marketingcsd liu s c cc li ch nh to kh nng c nhn ha nhng ln giao dch nhmcung ng dch v theo yu cu c nhn. Csd liu s l ngun thng tin ng tin cygip doanh nghip nh n khch hng ca mnh v a ra cc chng trnh xy dnglng trung thnh ca khch hng mt cch hiu qu, v c thp ng nhanh chng nhucu c nhn ca khch hng.

Qun tr mi quan h khch hng (CRM) c xem l knh truyn thng c nhn baogm giao dch i mt, gi th, gi in v giao dch qua Internet. C th hn, CRM lmt hnh thc marketing csd liu (database marketing) ha trn gia marketing mi

quan h v cng ngh thng tin qua mt phn mm bao hm c cu trc t chc, hthng, vn ha doanh nghip v nhn vin. Ni tm li, CRM c xem l mt chinlc chn la v qun tr cc mi quan h khch hng c gi tr v yu cu hng nkhch hng v trit l h trmarketing, cng tc bn v cc qu trnh cung ng mt cchhiu qu.

3.1.4 Chin lc xy dng marketing mi quan h


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Berry (2002) tho lun nm chin lc xy dng marketing mi quan h: l xy dngv pht trin dch v li, c nhn ha mi quan hn tng khch hng, to gi tr giatng cho dch v, nh gi v marketing ni b.

Xy dng v pht trin dch v li (Core service) l chin lc cho trong marketingmi quan h nhm thit lp mi quan h khch hng xoay quanh dch v li . Dch vli l tng l dch v c kh nng thu ht khch hng thng qua c im p ng nhucu v mong i ca khch hng, gn kt doanh nghip vi biu tng cht lng v bnvng, cung cp nn tng pht trin cc dch v ph tr.

C nhn ha mi quan hn tng khch hng (Relationship customization) bng cchthu hiu cc c tnh c th, yu cu ca tng c nhn khch hng v a ton b thngtin vo csd liu v ly ra s dng khi cn. Nu lm c iu ny, doanh nghipc th thit k dch v chnh xc theo tng tnh hung hoc trng hp c th.

To gi tr gia tng cho dch v (Service Augmentation) lin quan n vic cung ng ccth thm vo sn phm dch v chnh nhm to s khc bit vi i th cnh tranh.

nh gi (Relationship pricing): Xa c cu, gi tt dnh cho khch rut hnh thnh cscho vic nh gi i vi cc mi quan h, y l mt chin lc khc xy dnglng trung thnh ca khch hng. Khi nim gim gi theo s lng khng cn l mi,

nhng nhiu doanh nghip cung ng dch v p dng khi nim ny mt cch sng tonh chng trnh khch hng thng xuyn ca cc hng hng khng l mt n lc trongvic xy dng lng trung thnh ca khch hng.

Marketing ni b (Internal marketing) l cch to dng nim tin t cn b nhn vin cadoanh nghip bi v cht lng dch v ph thuc rt nhiu vo trnh chuyn mn, tayngh v thi ca hi vi khch hng. Nhng cuc gp gv i thoi gip cho banqun tr c th hiu r nhu cu v mong i ca nhn vin, t lm cho nhn vinhi lng vi cng vic v doanh nghip. C nh vy h mi phc v khch hng tt vvi cht lng cao, t xy dng lng trung thnh ca khch hng i vi thng hiu.

3.2 Xy dng cch thc qun trmi quan h khch hng

CRM l chin lc tip cn khch hng bng s kt hp con ngi, qu trnh v cngngh ti a ha mi quan h ca mt t chc vi tt c cc khch hng. Gi tr tht sca CRM l bin i chin lc, tin trnh hot ng v chc nng kinh doanh nhm mcch duy tr khch hng v gia tng lng trung thnh ca khch hng v li nhun cadoanh nghip (theo nh ngha ca Aris Pantazopoulos - Founder, CRM Today).


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CRM c th hiu n gin l chic cu ni gia doanh nghip v khch hng mqua chic cu ni doanh nghip hiu r hn v khch hng ca mnh thamn nhu cu ca khch hng v gia tng li nhun.

CRM cn l qu trnh tng tc gia doanh nghip v khch hng c hai cngt c mc tiu.

CRM Customer Relashionship Management (thut ng qun tr mi quan h khchhng s dng cng ngh chm sc khch hng trc tuyn), c ng dng trong chinlc kinh doanh ly khch hng lm trng tm, cho php cng ty ca bn c th truy xutd liu khch hng thng qua cc cuc giao dch gia nhn vin cng ty v khch hng.

Khi bn thc hin lu tr thng tin khch hng theo dng h s, bn c th chuyn ti ccni dung cuc tip xc vo h s thng tin khch hng, khi y, bt c nhn vin notrong cng ty ca bn cng c th trao i vi khch nh th bit v khch hng ttrc. Thng qua vic s dng cng ngh CRM, gip chng ta thu hiu mi quan hgia cng ty v khch hng, chng ta cn c th to ra mi quan h mt-mt (one to one)trc tuyn vi hng trm hay hng nghn khch hng cng mt lc.S dng CRM hiu qu: (Ngay tc th) Gip chng ta lm hi lng khch hng ngay tcth, v chng ta c thng tin p ng yu cu, hay vn ca khch hng ngay. (Cnhn ha) Gip chng ta p ng nhu cu ring bit cho tng c nhn khch hng.

3.2.1 Lp h s khch hng/ C s d liu khch hng

LP THNG TIN KHCH HNG Lp danh sch khch hng mc tiu. Lp danh sch cc khch hng khc (c quan hu quan, i tc, khch hng

vng lai, cc a ch cn lin h khc nh : bnh vin, khch sn, cng ty du lch,nh hng, ca hng/ trung tm mua sm, ).

D liu c nhn khch hng (Tn, tui, a ch, sin thai, ngy sinh, ngy knim c bit, sthch).

C nhn s thng xuyn cp nht, theo di v x l.

THIT LP C S DLIU KHCH HNG

Chun b Thnh lp nhm chm sc khch hng Lp k hoch chm sc khch hng

Thc hin khach Xc nh nhng thng tin v khch hng Xc nh khch hng mc tiu .


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Phn nhm khch hng theo c im v tnh cht phc v (theo vng a l,theo lin minh, theo tn sut, tnh cht hp ng, theo vng vn ha, chnh sch,chin lc khai thc )

Xy dng csd liu thng tin khch hng ca tng hng hng khng phc v(bao gm: chnh sch, quy trnh, yu cu, tnh cht khch hng ca tng vngvn ha).

Tm hiu v cp nht thng tin khch hng thng xuyn (c th bao gm khchVIP/CIP, v sthch c nhn, nhu cu ch ngi,) ca tng hng HK.

S dng phn mm exel, word hoc phn mm ring

3.2.2 S dng thng tin khch hng

XC NH NHNG NGUN THNG TIN V KHCH HNGNGUN THNG TIN NHNG YU T CN XEM XTNgun lc ca cng ty:Nhng d liu v khch hng c sn.

Nhng thng tin sn c s cung cp chobn s lng v chi tit nhng loi hnhdch v m khch hng s dng, li chm h nhn c.

Nhng hip hi ngnh nghCc hip hi ngnh nghi din cho

nhng lnh vc c th ring.

Nhng hip hi ny thng xut bn nhngtp ch hoc cc bn tin, thng c trang

Web m bn c th tham kho bitthm thng tin v cc khch hng.

Nhng bo co chuyn nghipCn phi tr ph c nhng thng tin mbn yu cu t cc t chc nghin cu thtrng chuyn nghip.

Thng c vit thnh nhng bn tm ttc th v c cng b, c thc thamkho thng tin.

Phn hi t khch hng y l mt ngun thng tin cc k quantrng v nhng nhu cu v th hiu cakhch hng bi v n bt ngun trc tip tkhch hng

3.2.3 Theo di duy tr h s khch hng

nh k (tun/ thng/ qu) cp nht thng tin mi vo h skhch hng Duy tr bn k hach hnh ng/k hach chm sc khch hng S dng biu Gant kim sat k hach thc hin v trin khai k hach

ng thi hn, trnh b b st. V qu trnh chm sc khch hng l to dngmi quan h lu di v bn vng, vic thng xuyn duy tr k hach chm sckhch hng l to thi quen tt v pht trin vn ha ca t chc lun hngn khch hng .


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L cn b qun l b phn, chng ta nn thng xuyn chng lin h v trao i thngtin vi khch hng.Mt s cch thc gi duy tr mi quan h gn b bn cht vi khch hng:

T chc survey (ly kin khch hng) nh k v khng nh k. Gp g, phng vn khch hng tm hiu nhu cu v cc yu cu trong qu

trnh cung cp dch v. Gi th tay, thin t trao i, gii thiu thng tin ca cng ty n khch

hng, chia s kinh nghim v cc ngun thng tin c li cho khch hng. T chc tic, hi tho v mi khch hng cng tham d.

Thnh thong nn tm cch tip xc, gp gring vi khch hng.


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Tng lp x hiPhong cch sngC tnh

Phn nhm theo nhu cu v li chCc li ch khch hng khi mua/s dng dch v, v dAn tonTit kimc tn trng

PHN NHM KHCH HNG PHI M BO 5 TIU THC o lng c (Phi o, m c) n nh (on th trng cn ln em li li nhun cho cng ty) C th nhn dng c (C th nhn dng khch hng hiu qu cung ng

dch v ) Khc bit (Gia cc on phi c s khc bit. Tc l phn ng khc nhau vi

chnh sch a ra.) C tha ra phng n phc v (Phi c kh nng a ra cc phng n thu

ht on KH )

4.1.2 Xy dng chnh sch chm sc khch hng

Chin lc chm sc khch hng nhm mc ch: Xy dng v duy tr quan h vi khch hng Duy tr v nng cao cht lng dch v

Chm sc khch hng c th bao gm chin lc: Dch v khch hng Khi phc s tn nhim ca khch hng

Thu hiu vPhn nhm

KH

Xc nhnhm KHmc tiu

ra mc tiuv chnh sch

cho tng

Xy dng Quytrnh thc

hin

T chcthc hin

Kim traGim sto lng


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Chin lc xy dng quan h khch hng: Cung cp cht lng dch v tuyt ho v gi tr cho khch hng Phn nhm khch hng chnh xc Xy dng xut gi tr (value propositions) Cc chin lc i t cp thp n cp cao hn

Vic la chn chin lc ph thuc vo: Loi hnh kinh doanh i tng khch hng Cp trung thnh c

Nng lc ca cng ty

Cc cng cChng trnh CRMChng trnh khch hng thng xuynChng trnh chm sc khch hng

4.2 Vn ha chm sc khch hng

VN HA CNG TY T KHCH HNG LN TRN HT

Vn ha l tp hp cc gi tr, nim tin v chun mc c xc lp, chia s trong cng tylm cskim sot cch hnh x ca cc thnh vin trong cng ty v vi khch hngnhm t c mc tiu chung

nh ngha 1: Nn vn ha dch vVn ha l tp hp cc gi tr, nim tin v chun mc c xc lp, chia s trong cng tylm cskim sot cch hnh x ca cc thnh vin trong cng ty v vi khch hngnhm t c mc tiu chung.

nh ngha 2: Vn ha Chm sc khch hng tn trng v th hin cc gi tr:Tn trng c nhn

Hiu quLch sng tinThn thinLinh ngTrung thc

Vn ha ca Southwest Airlines

11 thi cbn ca ngi qun l:


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1. NV lun l s 1. Cch bn c x vi nhn vin chnh l cch bn c x vi khchhng.

2. Bt u t nhng iu nh pht trin ln mnh3. Thi im kh khn chnh l thi gian tt th hin k nng qun tr.4. S thiu tn knh cp trn khng coi l trng ti5. Hy l chnh bn6. Vui v ti chnh ni lm vic7. Hy thi ua, cnh tranh nghim tc8. Kh c th thay i thi ca con ngi v vy hy la chn nhng nhn vin c

thi tt v sau dy h k nng9. Hy nghcng ty ang l nh cung ng dch v trong ngnh hng khng10.Hy lm bt c vic g cn thit11.Thng xuyn thc tp Quy tc vng d trong ni b hoc bn ngoi

KHUYN KHCH THI XEM TRNG KHCH HNG

Lun quan tm n nhu cu ca khch hng l cha kho c thp ng nhu cu cah. Hy thc y thi xem khch hng l trn ht bng cch khuyn khch mi ngi

tp trung vo nhu cu ca khch hng v nhn bit c tm quan trng ca th trngi vi cc vn ni b.

LUN N KHCH HNG

Hy gip cc thnh vin ca nhm lun nghv khch hng bng cch lp bng ghi nhntnh hnh tho mn ca khch hng v t ch mi ngi c th thy uc d dng, trn ghi nhn thnh cng v nhng vn phi gii quyt vi khch hng bn ngoi didng biu . Bn cng c th ghi doanh s bn hng ln bng, th hin c gi tr doanhs lp li, hay phn trm th phn t c. m bo rng bn cng nu bt c cc vn cn phi gii quyt.

HY CHO KHCH HNG NH NGHA CHT LNG

Hy m bo rng cht lng sn phm v dch v m bn cung cp p ng c kvng ca khch hng, ch khng phi chp ng c cc tiu chun cht lng ni b.Hy cn i gia s hu ch (nhng gi tr m sn phm v dch v ca bn mang li chokhch hng), gi c (quan im ca khch hng v chi ph m h phi tr) v thi gian(tc cung cp hng ho hoc dch v hoc p ng yu cu h trcho khch hng).Hy ghi nhng tiu ch ny ln bng, theo di mc tho mn ca khch hng. Nu bnkhng c tip xc khch hng nhiu, hy tho lun vi nhng ng nghip tip xctrc tip vi khch hng m bo rng cc tiu ch cht lng ca bn l chnh xc.


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4.3 Cc hnh thc chm sc khch hng

4.3.1 Thm hi, tng qu

a) ngha:

Nhm gn kt bn vng mi quan h vi khch hng v duy tr tin cy ca khch hngi vi cng ty, qua , khng ngng thc y hnh nh cng ty qua cc chng trnhchm sc khch hng.

b) Khach chun b Lp danh sch khch hng (phn theo th t A,B,C, tn hng, tn quc gia..) Lp danh sch cc ngy quc khnh (c th lin h dch v 1080 ng k mua

thng tin ny) Tm hiu ngy thnh lp hng hng khng, ngy thnh lp cng ty i tc, tm

hiu ngy sinh nht ca cc nhn vt ch cht ca hng hng khng, khchhng T chc tng hoa, tng qu nhn cc dp l ln nh: Tt dng lch, Tt m lch,

k nim ngy thnh lp cng ty ca mnh, ca i tc, ngy quc khnh ca khchhng, nhn ngy sinh nht, cc dp, s kin quan trng ca khch hng.

Vo ngy quc khnh: tng hoa cho khch hng (hng hng khng), trin khaicho nhn vin chc mng hnh khch c quc tch ca quc gia khi lm thtc check-in ti sn bay.

C nhn s thng xuyn theo di v nh k cp nht cc thng tin lin quann khch hng v xut vic t chc thm hi v tng qu.

c) Khach thc hin: Lp k hoch nm, k hoch trin khai chi tit (mu k hoch gio vin ta vd) trong d tnh ngn sch thc hin.

T chc thc hin theo phn cp qun l hoc thnh lp mt nhm chuyn trchthc hin.

Thc hin hng thng.

4.3.2 Cc hnh thc t chc hi tho, hi ngh, s kin


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C rt nhiu hnh thc t chc ty theo mc ch. Di y l mt s gi phi hp tchc:T chc Hi tho cht lng: n nh thi gian, nh k t chc, to thi quen, vn hang gp kin, chia s thng tin nng cao cht lng, hi tho cht lng c th tchc theo cc hnh thc:

Hnh thc Mc ch nghaPhi hp vi khch hngng t chc hi tho

Nng cao cht lng dchv cung cp cho khch hng

L dp cng ty bn vkhch hng c c hi tholun, a ra cc tng,

xut cc ci tin nhm mcch nng cao cht lng dchv.Tht cht mi quan h gia tchc ca bn v khch hng.

Cng ty t chc v mikhch hng tham d

Nng cao cht lng dchv cung cp cho khchhng.

Th hin cam kt nng caocht lng dch v ha vikhch hng.Th hin cng ty lun tkhch hng lm trng tm.

Khch hng t chc v micng ty cung cp dch vtham d

Nng cao cht lng dchv cung cp cho khchhng.

Thin ch mong mun chtlng c duy tr tt v nnh.Nhn mnh tm quan trngca vic nng cao cht lngdch v cung cp cho khchhng.

T CHC HI NGH/ TIC KHCH HNG

Hnh thc Mc ch ngha

Hi ngh khch hng Trao i kinh nghimTho lun cc vn cnquan tmThu thp thng tin khchhng

Tht cht mi quan h kinhdoanh.Tng kt thnh qu sau mtnm/ mt d n.Lng nghe kin, xut cakhch hng. Cp nht thngtin khch hng.

Tic khch hng T chc l tng kt chtlng dch v cung cp v

Cng b thnh qu ca cng tyvi khch hng.


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To gi tr cng thm

Thm dch v c lin h cht ch vi sn phm. Tng hiu sut hay hiu qu trong qu trnh s dng sn phm ca khch hng. Cng thm sn phm hay dch v khc khch hng thng dng. Mang n cc tin ch vo cc dp c bit trong nm. Lin kt vi i th cnh tranh to thun li cho khch hng

Khuyn mi

Tng qu min ph im thng Phiu chuyn i Bn hng gim gi Ti trc bit Trng thng

Nhm u tin

To gi trcn thm

Khuyn mi Nhm u tin

Cho i nhn li

Tng thng Hng nkhch hng


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Xy dng Cu lc b , Khch hng Thn thuc, VIP Khai thc yu t gio dc, sc kho, y t, Nhm u tin tm thi

Cho i nhn li

Hot ng t thin Thc hin trch nhim x hi gio dc

m bo mi trng Ti trcho cc hot ng cng ng

Tng thng

Quan tm n khch hng Tng qu nhn dp c bit Phn thng cao cho mc thng xuyn cao Chng trnh khch hng u i

Hng n khch hng

To iu kin d dng Gi mi vic n gin To iu kin thun tin nht

n vi khch hng Cp nht thng tin sn phm Thng bo tin mua hng Mang sn phm n tn tay

Cho nhng g khch hng mun

Lng nghe c mun ca khch hng To ra sn phm/ dch v m khch hng yu cu C nhn ha mt hng


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4.4 Xl thng tin phn hi

4.4.1 Quan h vi Trung tm TT phn hi VNA

Cu trc h thng TTPH ca VNA (Cu trc thng tin v cu trc quan h)

Cu trc thng tin(Tham kho cng vn 1290/ 1291/TCTHK-KHTT ngy 31/10/2006 ngy v vic banhnh quy nh v cng tc TTPH).Cu trc thng tin: Trang 3-4, Mc III:

- Bn knh thng tin: Th, iu tra khch hng, iu tra cng chng v bo co nib.

- Th: tu theo ni dung th ca khch m c th phn ra thnh 2 loi th khen vth khiu ni. Th khen: L th m ni dung ca n bao gm cc nhn xt, nh gi mang

tnh tch cc, ng vin i vi cc hot ng sn xut kinh doanh, quan hbn hng, quan h khch hng, quan h x hi, uy tn, cht lng sn phm;cht lng, thi , tc phong, quy trnh, t chc phc v ca hng, cc n

v, b phn hoc cc c nhn trc thuc. Th khiu ni: l th m ni dung ca n bao gm cc nhn xt nh gi ph

phn i vi tt c cc lnh vc, ni dung nu trn, c km theo hoc khngkm theo yu cu bi thng vt cht hoc bi thng danh dmi mc ,hnh thc no.

Cu trc quan h(Tham kho cng vn 1290/ 1291/TCTHK-KHTT ngy 31/10/2006 ngy v vic banhnh quy nh v cng tc TTPH).Cu trc quan h: Trang 3- v 4, Trang 3-4, Mc III:

p ng c tt c cc yu cu t ra cho h thng TTPH, v mt quan h h thngc cu trc bi: mt trung tm qun l, cc n v v cc thnh vin.

- Trung tm: L n vm nhn nhim v t chc qun l, iu hnh cc hot ngthu thp, x l v qun l TTPH; hng dn khai thc ton b c sd liu vTTPH ca Hng; chu trch nhim chung trc Lnh o Hng v cc hnh thchot ng thu thp v qun l TTPH; c trch nhim trin khai, hng dn cho ccn v tham gia h thng cc k nng, yu cu nghip v cn thit lin quan n cchot ng t chc v qun l TTPH; ch tr thc hin cc hot ng iu tra khchhng v iu tra cng chng cp Hng; phi hp (m bo v mt phng php)thc hin cc chng trnh iu tra ca cc n vng thi l Trung tm ca cc


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hot ng quan h khch hng cp Hng, lp cc bo co nh k v tnh hnhhot ng ca h thng TTPH.

Trong m hnh quan h ca h thng TTPH, vi cc chc nng nhim vc giao,phng iu tra Th trng v Quan h Khch hng thuc Ban K hoch Th trngng vai tr l Trung tm.

- n v: Bao gm cc ban ngnh chuyn mn khi cquan (k c Vn phng ingoi), cc Trung tm, on bay, on tip vin, cc vn phng khu vc, ccphng thng mi, cc cquan i din ti nc ngoi, cc X nghip Phc v K

thut Thng mi mt t, cc X nghip sut n do Hng qun l ton b. Tuynhin cc hot ng t chc v qun l TTPH c tt v c trch nhim th min v phi c ra mt b phn chuyn trch hoc kim nhim trc tip hay phihp thc hin cc hot ng thu thp v x l cc TTPH, gi l cc Thnh vin cah thng.

Cc n v theo chc nng nhim v ca mnh trong tng trng hp c thcgi l n v tip nhn hay n v x l TTPH trong h thng.

n v tip nhn: l n vu tin tip nhn c th ca khch, c th l bt cn v chc nng no thuc Hng, hoc cc n v csnh nu trn v cng

c th l Ban Lnh o Hng.

n v x l: l n v trc tip hay phi hp tham gia vo vic x l cc TTPHph hp vi ni dung th v chc nng, nhim v, quyn hn ca mnh.

Trong trng hp n v tip nhn ng thi l n v x l th n v tip nhn vn v x l l mt, lc ny n v thc hin c hai chc nng tip nhn v x l.

Vai tr ca xl khiu ni ca khch hng qua giao dch thtn: Mi quan h gn b gia khch hng v VN khng chc da trn vic cung

ng nhng dch v tt ngay t ln u khch hng chn la m cn bi 1 h thng

khi phc dch v lm vic hiu qu. Vic c gic khch hng hay khng phthuc rt ln vo cng tc x l khi trc trc xy ra i vi khch hng. Nu chngta lm tt khch hng s trthnh tuyn truyn vin t nguyn cho chng ta. Shi lng v gn b ca khch hng s gy nh hng tch cc dy chuyn ti tml lm vic ca nhn vin, em ti s hi lng v t ho v cng vic ca mnh.

Gii quyt tt khiu ni v hon thin dch v: Khiu ni l mt chi hon thin Khiu ni trong qu trnh cung cp dch v: kh khn l nhn vin phc v ti

quy khng c thm quyn.


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Khiu ni sau khi dch v c cung cp, khng c nhiu la chn trong vicgii quyt, ch c th xin li, cung cp dch v khc thay th hoc bi thng dimt hnh thc no .

Di bt k hnh thc no, gii quyt tt khiu ni vn c ngha quyt nh trongvic gi li khch hng cho doanh nghip.

4.4.2 Qu trnh x l thng tin phn hi

(Tham kho cng vn 1290/ 1291/TCTHK-KHTT ngy 31/10/2006 ngy v vic ban

hnh quy nh v cng tc TTPH).Bc 1: Tip nhn

Tip nhn, xc nhn th vi khch, nhp th vo csd liu

Tip nhn th

- Tt c mi cn b CNV ca TCT ni chung, c bit thnh vin TTPH ni ring uphi c thc v QHKH, khi c phn nh ca khch hoc khch chuyn thu phic thi tip thu, tip nhn sau chuyn v cho b phn TTPH/thnh vinTTPH x l. Trong mt s trng hp cc CV tip xc trc tip vi khch thchin gii quyt ngay hoc phi hp vi thnh vin TTPH ca n v theo quy trnh

ni b ca n v theo ng chuyn mn, thm quyn v tp hp bo co li cho bphn TTPH.

- Tip nhn qua in thoi hoc gp trc tip, cc thnh vin TTPH/ ngi ghi nhn tin v cn lu : ghi nhn y thng tin v khch, a chin thoi lin h, thngtin v chuyn bay, s vic xy ra, lin quan n n v no, khch lin h, tip xcvi nhn vin ca b phn no ca VN, tn nhn vin c th, nu c, ni dung s vicdin bin nh th no, sau c gii quyt ra sao.

Xc nhn th

- VXL trong trng hp trng vi n v tr li th khch th c trch nhim xcnhn th vi khch v vic nhn th gp ca khch v thng bo ni dung th

phn nh ang c xc minh v gii quyt, trong mt s trng hp c bit, nn cd liu qu trnh gii quyt v nh ngy tr li cho khch khch yn tm.

- Trong nhng trng hp c bit nh th khiu ni i bi thng, th cn x lgp, th ca cc i tng quan trng nh VIP, CIP, th VTN cn xc nhn nhn th khch v chuyn n n v thch hp x l khch yn tm trong qutrnh chi chuyn th v xc minh thng tin.

Nhp th

- Nhp ni dung th l khu rt quan trng: Nguyn tc l m bo tnh trung thc nidung phn nh ca khch, mc d ni dung nhp tm tt ngn gn nhng cn phi


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y , mc khch phn nh, khch mong mun; i khi cn nhc li nguynvn li khch th hin chnh xc ca khch.

- Ni dung phn nh th khch chnh xc v gn lin vi vic phn loi theo m dchv chung d dng la chn, tng hp bo co.

Bc 2: Chuyn kin

- Sau khi nhn th khch, thnh vin TTPH ca n v tip nhn th cn c knm bt ng ni dung, phn loi th/ kin ngay v thc hin chuyn th/chuyn kin n cc n v x l theo ng quy trnh.

- Nguyn tc chuyn kin: theo chc nng v theo thm quyn ca n v

VTN - n v tip nhn: l n vu tin tip nhn c thca khch,c th l bt cn v chc nng no thuc Hng, hoc cc n v cs hocl Ban Lnh o Hng.

VXL - n v xl: l n v trc tip tham gia v phi hp vo vic x lcc TTPHph hp vi ni dung kin theo chc nng v thm quyn.

Trong trng hp VTN ng thi l VXL th VTN v VXL l mt, lc

ny n vthc hin c hai chc nng tip nhn v x l.Bc 3: Xc minh thng tin

- VXL c trch nhim thc hin vic xc minh thng tin lin quan n ni dung kin phn nh i vi n v theo chc nng nhim v. C th: khng nh thng tinng/sai, tng trnh ca cc c nhn lin quan, tng trnh ca n v v din bins vic thc t xy ra, nh gi thc hin so vi Q, QT, vn bn chnh sch haychc nng, thm quyn ca nhn vin v n v (qu trnh tip xc vi khch, thi ,li l gii thch, cc hnh ng... gii quyt vi khch).

- VXL ngoi vic tng trnh, xc minh s vic, cn thit phi c kin v vic nhgi mc li, khen, thc hin ng/sai chnh sch, Q, QT v kin x l i vi

khch v i vi ni b, cc kin ngh khc.- i vi nhng ni dung phc tp, kt qu xc minh chnh xc, VXL cn tham

kho kin ca cc b phn chuyn mn ti n v hoc ban chuyn mn (TTHK,DVTT, BCL, VPKV...) v vic nh gi cng nh cc kin ngh gii quyt.

- Cc thng tin xc minh phi m bo tnh trung thc/chnh xc, thu o v m boyu cu nhanh v thi gian cung cp thng tin.

- Trng hp nu cha m bo y , chnh xc v thu o nh gi, nhn nhv vic, n v x l lin quan cn xc minh thng tin b sung hoc xc minh li a ra kt lun cui cng.


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Bc 4: Lp phng n xl

- VXL sau khi xc minh y thng tin cn thit phi lp phng n x l kinlin quan. C th, trn c s ton b thng tin xc minh v kin ca ban chuynmn, VXL cn phn tch v nh gi s vic xem mc li, khen, thc hinng/sai chnh sch, quy nh, quy trnh a ra phng n x l cho kin linquan.

- Phng n x l bao gm gii quyt i vi khch v ni b v lu la chnphng n ti u cn i m bo quyn li v quan h khch hng vi quyn li vuy tn ca VN.

- i vi mt s trng hp phc tp hoc vn bn quy nh cha c hay khng rrng cn xut hp phi hp trao i gia Trung tm, ban chuyn mn v n vkhc a ra hng gii quyt thng nht v hp l.

Lu : Trc khi thc hin bc bo co lnh o ph duyt phng n gii quytcn c s trao i trc v thng nht gia cc VXL lin quan trnh cc bt ngv hng gii quyt cho khch v nhn nh li trong vic x l ni b.

Bc 5: Bo co ph duyt

- VXL thc hin gii quyt theo thm quyn, quyn hn c phn cp ti n v.Bo co trc tip vi lnh o qun l trc tip v phng hng gii quyt kin.

- Trng hp cn lm vn bn xin cp c thm quyn ph duyt th tin hnh son vnbn. Vn bn trnh lnh o ph duyt cn bao gm y ni dung: 1/ ni dung thkhch phn nh (cn tm tt y trung thc); 2/ kt qu xc minh v kin cacc n v lin quan, cc vn php l lin quan (lut, bo him...nu c), kin/kt lun ca n v x l v/hoc ca Trung tm v v vic; 3/ cc kin ngh: kinngh x l vi khch (th tr li, xin li, phng n bi thng theo hoc ngoi quynh hoc thin ch theo thm quyn,...) v kin ngh x l ni b (rt kinh nghim,cc xut bin php khc phc, phng nga).

Bc 6: Tng hp gii quyt v ng h s

a. Gii quyt vi khch

- VXL thc hin gii quyt cho khch theo quyn hn/thm quyn hoc v theo phduyt lnh o n v/TG. n v tr li th khch s tin hnh tr li /phn hicho khch (di nhiu hnh thc nh th tr li, in thoi, gii quyt trc tip,),

b. Gii quyt ni b

- Qua mt v vic c th hoc nhiu v vic tng t, VXL cn c khuyn co bngvn bn (cng vn trnh lnh o cho tng v vic hay tp hp nhiu v tng thoc cng vn gi trc tip cho n v hoc ban chuyn mn cn kin ngh. Ni dungkin ngh ni b:


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+ tp hp kin v li, bin php rt kinh nghim qun trit thc hin ng quynh/quy trnh cng vic i vi nhn vin hay vi h thng i l ca VN.+ bin php khc phc, phng nga hoc kin ngh Ban chuyn mn iu chnhchnh sch, quy trnh phc v v b sung thm cho ph hp vi qu trnh khaithc v m bo mc tiu cht lng dch v chung.+ kin nghiu chnh, b sung ni dung hp ng hoc trao i lm vic vi cci tc tham gia vo dy chuyn cung ng dch v cho VN.+ kin ngh thanh tra, kim tra, iu tra nh gi cht lng dch v, xut xydng chnh sch, quy inh, quy trnh mi v o to nhn vin, i l, nu cn.

Tng hp cc bc xl th:Bc 1: Tip nhn

Bc 2: Chuyn kin

Bc 3: Xc minh thng tin

Bc 4: Lp phng n x l

Bc 5: Bo co ph duyt

Bc 6: Tng hp gii quyt v ng h s

Mt s nguyn tc v lu trong vic xl knh th

- H thng TTPH hot ng theo nguyn tc: x l phn tn, qun l tp trung hay xl c thc hin phn tn, thng tin c qun l tp trung (Trang 3, II. Nguyntc chung).

- Cn nng cao mi quan h ngang hay trao i ngang (phi hp, trao i thng tin)gia cc VXL sao cho cc TTPH c thu thp mt cch nhanh nht, y , chnhxc v ton din d dng a ra phng n x l v ra quyt nh ph duyt.

- Tt c cc th khiu ni v cc th khen (trong trng hp c bit) c km a chca ngi gi u phi c tr li, tuy nhin phi m bo nguyn tc thng nhtsao cho mi khch hng gi th ch c th nhn c tr li chnh thc t mt n v.

Mt siu cn lm khi c than phin/ khiu ni:

1. Hnh ng ngay.

Nu nhn c khiu ni ngay trong qu trnh phc v, thi gian l yu t quan trng khi phc li s tn nhim ca khch hng. Nu nhn c khiu ni sau khi phc v,nhiu n v dch va ra chnh sch l tr li cc khiu ni chm nht l 24 gi


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ng h. Nu vic gii quyt i hi nhiu thi gian hn th cn phi thng bo vi khchhng tin trnh gii quyt. V nn nhquan trng nht vn l vic c ai ng ra giiquyt khiu ni, ng ng l.

2. Tha nhn li nhng ng th thhay chng ch.

Th th, chng ch s dn n hiu nhm l n v dch v ny c iu g mun giugim hay ngn ngi khng mun tm hiu y s v ny. Nu l li do yu t bnngoi, hy gii thch vi khch hng v theo thuyt quy kt (Attribution theory) khchhng s d cm thng. iu quan trng l phi gii thch vi khch hng l iu ny xy

ra ngoi mun, l ngu nhin, ch khng phi l li in hnh ca n v dch v.

3. Thhin bn hiu vn ca khch hng tcch nhn ca khch.

y l cch duy nht bn hiu r vn v ti sao khch hng li tht vng v dchv. C nh vy nhn vin phc v khch hng mi trnh khi vic quy kt vn t cchnhn ca bn thn v nhn nh sai.

4.ng tranh ci vi khch hng.

Mc tiu l nhanh chng thu thp thng tin a ra mt gii php tha ng cho c hai

bn. y khng phi l mt cuc hng bin chng ta chin thng hoc chng minhkhch hng sai.

5. Nhn bit cm xc ca khch hng.

C th dng mt cu ni nh ti hiu ng/b rt bc mnh v vn ny, v chng ti s (thc hin iu g gii quyt vn ). iu ny khi u cho vic xy dng licuc giao tip t c s tha thun.

6. Cng nn nghi ngvkhiu ni mt cht.

Khng phi mi khiu ni ca khch hng u ng tin v c nh gi mt cch cng

bng. Tuy nhin, khch hng phi c i x nh th ha ra nhng khiu ni c gitr, tc l l chi cho n v dch v ci tin cht lng phc v. V vy, nn nhn li hsxem c tin s v khiu ni sai hoc gi mo ca khch hng cha.

7. Nu r cc bc cn thitgii quyt vn .

Khi cch gii quyt tc thi khng t hiu qu, hy thng bo vi khch hng v tintrnh gii quyt ca n v dch v. Nh lp bng thi gian c th v ng ha qu linh!


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Cu trc ca bc thTrong nhng nm gn y, cng vi s pht trin giao dch bng cch vit th thngmi, mu th vit khng tht vo u hng trthnh mu thng dng nht cho victrnh by cc l th. Mu th ny c lp ra thnh mt hnh thc cnh c nghdng trnh by trong mt l th. c im chnh ca mu th ny l tt c cc dngtrong thu nm st l tri.

Mu th ny thng p dng cch chm cu ng; ngha l khng cn dng n chmcu ngoi tr trong phn ni dung th. V d khng cn dng du chm cu sau phn

ngy/thng/nm, a ch ngi nhn trong th, cu cho u th v cu cho cui th.

Vi cng khong cch nh nhau gia mi on vn (thng cch mt dng), mi ngiu cho rng cch trnh by nh th ny rt hp dn v dnh my cng nh l c hiuqu.

Nhng quy tc vit mt l thhay Tm hiu nhng mi quan tm ca ngi s nhn c th ca bn (xc nh

mc tiu ca vit th ca khch, cc vn khch phn nh, tm hiu xem khchc thng xuyn s dng VN khng, khch c hiu bit v ngnh hng khngkhng)

Vit r rng v ng vo vn khch thc mc. Dng ging vn sao cho ph hp (nh nhn, quan tm v phi tu thuc vo itng khch c vn phong v s gii thch cho ph hp)

Vit t nhin v chn thnh Trnh vit di dng, k l (khng nn i co vi khch v trnh tranh lun khch

sai, VN ng, khng a nhn nh ch quan ca ngi vit vo bc th). Trnh dng nhng bit ng thng mi, nhng t ng chuyn ngnh hng

khng Vit n gin v c hiu qu Kim tra th bng cch t mnh t nhng cu hi nh:

o Ngi nhn c hiu c l th khng?

o L th vit c t nhin v chn thnh khng?o Ging vn trong th c ng khng?o Tt c cc chi tit c chnh xc khng?o L th c sc tch v nh nhn khng?o Tt c t ng c ng chnh t khng?o L th vit c ng ng php, chm cu thch hp khng?o L th c c trnh by hp l khng? c nht qun khng v c hp dn

khng?


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4.5.2 Vit th quan h thng mi/ Vit bo co

MT S GI I VI BC THQUAN H THNG MI :

Vit r rng, ngn gn th hin r tnh cht cng vic ca bc th. Trnh vit nhng bc th kh hiu, qu di v khng c tiu im. Th phi lch s, nh nhng, khng nghi thc qu. Khng dng t ng k c. Vit rnh mnh, mc ch r rng. Vit nhm trao i thng tin.

Khng nn dng vn phong vn hc.

Hnh thc bc th rt quan trng, phi : Chnh xc Gn gng- Tun th kiu cch trnhby chun no

PHN LOI CC BO CO: Bo co thng k (bo co tun/thng/ bo co chuyn bay) Bo co tin Bo co nghin cu khoa hc Bo co khuyn ngh Bo co kim tra

CC BC TIN HNH VIT BO CO

Bc 1: Chun b t cu hi xc nh trc khi vit bo co Mc ch ca bo co l g? C cn bo co bng vn bn khng? Nu nhng khuyn nghc chp nhn th d bo kt qu ra sao? Ai sc bn bo co ny?

Bc 2: T chc bi bo co

Ghi thng tin ln mu/ phiu, mi on/ ch ghi 1 thng tin. Chia mu bo co thnh tng mc thng tin , sp xp cc nhm thng tin lin

quan nhau theo trt t logic. Phi c dn bi, thn bi gii quyt vn g, kt thc ra sao ?

Bc 3: Vit v c li Vit nh trnh by bng ming Trch dn nhng iu ngi khc gp t vn v a ra phng n Bo co phi c th: S dng minh ha v v d Dng ngn tn gin


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Vit xong, c li v hon thin bo co

MU BO CO CHUYN BAY (GIO VIN TA V D)MU THQUAN H THNG MI (GIO VIN TA V D)

4.5.3 Vit th tr li than phin/ khiu ni

Trong hot ng Quan h Khch hng, vit th tr li cho hnh khch c th ni l mt

hnh thc giao tip ht sc quan trng. Cc l th giao tip thng qua cch trnh by,ngn ng v vn phong cng nh cht lng giy vit th, tiu u th s li mtn tng no cho hnh khch v Hng ca bn.

Cu trc ng php ca cu, cch ngt cu v chnh t l yu t chnh vit mt l thcho tt. Tuy nhin, nhng yu t ny cng ch l cng c trong vic vit th m thi. Vitmt bc th hay v c tnh thuyt phc i hi ngi vit phi c kh nng s dng cck thut trong ngn ng nhiu hn; gm c kh nng truyn t nhng suy ngh, tngv cm xc ca mt ngi sang mt ngi khc. Bt c mt bc th feedback no cngc 3 vn trng tm, l: NGI VIT TH, NGI NHN THV NI DUNGBC TH. Ngi vit th phi lun nh rng mnh khng chang giao tip, i ph

vi mt con ngi m cn ang i ph vi mt tnh hung na. V th ngi vit phic mt tng r rng v nhng g bn dnh sa vo trong ni dung bc th trckhi vit. Ni dung th tr li khng nhng phi r rng, khng b sai st m cn phic nhn v hiu ng theo tinh thn ca ni dung thc gi n. Cho nn vic chn, t vn , trin khai v phn loi cc s vic cng nh trnh by chng vi mt hnhthc ph hp cho tng trng hp c th l rt quan trng.

Cch trnh by mt l th cng l iu ht sc quan trng. Mt l thc trnh by p,nht qun s gp phn khng nh trong vic cao hnh nh ca Hng m bn i din.V th, vic vit c hiu qu kt hp vi cch trnh by hp dn v nht qun phi gimt vai tr ht sc quan trng khi vit th feedback.

Cu trc ca mt bc thfeedback u gm cc phn sau:

1. Tiu th (gm logo - tn hng - a ch - phone - fax...)2. S tham chiu (nu c). Thng thng mt s tham chiu gm tn h vit tt ca

ngi vit th (thng c vit hoa) v tn ngi nh l th (c th vit hoa hayvit thng), s h s lu (c th l tn hnh khch, ty thuc vo cch t chc lufile ca n v)... (VD: TAT/PLC/pax 1)

3. Ngy thng nm gi th: thng dng cch vit theo th t ngy thng nm v lunc vit dng y . i vi th vit bng ting Anh, phn ngy thng nm c


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t v tr cn l bn tri, cn th ting Vit c t v tr cn l bn phi ca bcth.

4. a ch ngi nhn th: Tn v a ch ngi nhn th phi c nh thnh nhngdng ring bit nh l c ghi trn b th (quy nh i vi c th vit bng tingVit v ting Anh)

5. Phn cho u th: Nu bn ghi tn ngi nhn trong phn a ch ngi nhntrong th th bn nn dng cch cho c nhn, ngha l c gi tn khch (ch p dngi vi th ting Anh). V d: Dear Mr.Jackson

6. Ni dung chnh7. Phn cho kt thc th: phn ny n thun ch l mt thng l v l cch lch s

kt thc th.8. K (nu r h tn, chc danh)

4.5.4 Vit thin t

Ngy nay, thin t c mt khp mi ni v v vy n i hi phi c cc qui cnhm m bo c cc nguyn tc ng x nh l mt phong cch giao thip. ngha cn giu sau t qui c chnh l cho thy s trn trng i vi ngi khc. Cch n ginnht lm vic ny l hi chnh bn: Mnh s cm nhn nh th no nu nhn cmt thng ip?. Sau khi bn nghin ngm thng ip trong thin t di y v s

c cu tr li cbn nht.

Di y l mt bc thin t t mt nhn vin ca cng ty phn mm gi n phngk ton ca cng ty lin quan n bo co chi ph. Bn hy kim tra liu bn c nhn thycc sai li thng gp nht hay khng.

Cch thc vit email

Phi c ci nhn ton cnho nh sn m iuo S dng hng tiu c tho Hng cho thng ip r rng v chnh xco ng truyn thng qu li v km lio ng CC nhiuo R sot li thin t trc khi gi

Bt u v kt thc ng mc

p dng nguyn tc vn phm v ch vit ng

Lm cho bc thin t trnn quyn r v dc

t yu cu ln trno C th ha hnh ng m bn yu cu


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o nh khung thi giano Thit lp s hiu bit ln nhauo nh gi mc thnh tho ca ngi nhn

Ta tt cu t: Mt s ngi vit thin t nh vn ni. Vn nm chvn ni khng c cht ch nh vn vit.

Mt s biu tng sdng trong email v mt s tvit tt

Cm xc in t(Emoticons)

Cm xc in t (Emoticons) l cc biu tng c s dng trong thin t nhm mt trng thi/ ging iu/ tnh hi hc (cn gi l emotion icon). Hy s dng chng nukhng tt ca bn s b hiu nhm!

Sau y l mt vi biu tng hu ch:

:) or :-) Ci;-) Nhy mt/ khng nghim trng

:( or :-( Nhn:\ or :-\ Ci t mn

:-@ ng ght

:O or :-o Ngc nhin/ Thc hin/ Reo ln (Ty thuc vo bi cnh)>-| Nhu my/ khng hi lng:-| Khng cm xc/ khng quan tm

:-) Xu/ nghch ngm:-? Lim mi:-x Hn hoc khng ni

or

Nhe rng ra ci!

(-: Ci (i vi ngi s dng tay tri hay ngi c):-* Hn:-> Hnh phc:-< Cc k bun:'-( ang khc:-/ ang ngh

:-D or :-)) N ci ln8-) Mt knh (Mt m)


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B-) Knh mt (Cha mt)

:-) hoc :-)) v :-)))

Cc n ci cbn th hin ngi vit ang ci (cm thng, chc gho hoc xin li)vi ngi c. S ngoc n cng nhiu th hin n ci cng rng.

;-) hoc ;-)) v ;-)))

Cc n ci bt u bng du chm phy c ngha l ci c khu hoc hi nhn.Ging nh n ci cbn, s ngoc n cng nhiu th hin n ci cng rng.

:-( hoc :-(( v :-(((

y l mt s biu hin bun, tic hoc au kh. S ngoc n cng nhiu th hin nibun, tic hoc au kh cng ln.

Mt sv d v n ci

N ci cbn:-) N ci chun:`-( N ci khc:~-( N ci oang oang

%-( N ci bi ri%-) N ci hnh phc nhng hi lng tng:-0 Uh-oh!8-0 Oh my god!:-| Ai quan tm ?

Mt vi bim ha=):-) Uncle Sam:-)B Dolly Parton:-.) Madonna:/7) Cyrano de Bergerac

) Cheshire Cat

o-) Cyclops=:o] Bill ClintonB-| Batman=*0 Felix the Cat

N ci c bit/:-) Vi nn m nid:-) Vi nn bng chy


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(-) Cn ct tc`:-) Mt chn my nhng ln%-\ Treo llng%*@:-( V treo llng nn u ti b tn thng ...X-( Mi cht

N ci u:b Th li ra:-q C gng li chm n mi(:-D Bun chuyn:-(O) Ht ln:-@ Nguyn ra

Hn:-x Hn:-X G t t y m:- Khun mt mun hn:* Hn:X Ci g? Ti ni y ?


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BI TP V QUI C VIT EMAIL

Hy c bc thin t di y l cho bit nhng im thiu st.

Gi: [email protected]: [email protected]

Re: Hy ln dy ct iCC: [email protected]

[email protected]@[email protected]

Tun trc ti trnh bo co chi ph v ti vn cha nhn li tm sc: - (

Ti lun gp phi vn v vic nhn sc ng hn. Ti bit rng cc anhch cn thi gian x l v ti lu

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