Nghe Thuat Chinh Phuc Khach Hang - Smith.N Studio

8/3/2019 Nghe Thuat Chinh Phuc Khach Hang - Smith.N Studio

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Ba 1:

NGH THUT CHINH PHC KHCH HNGB quyt khi phc lng trung thnh ca khch hng khi gp sc dch v

Tc gi: Janelle Barlow & Claus MollerBin dch: Vng Long - Thanh Tuyn Trung An

BA 4:

LI PHN NN CA KHCH HNG CHA KHA N THNH CNGTrong n bn u tin ca quynNgh thut Chinh phc Khch hng, Janelle Barlow v Claus Moller

gii thiu mt tng mang tnh cch mng: nhng li phn nn t khch hng l mt cch phn hi rtqu gi, c th gip cc t chc ci thin sn phm, phong cch dch v v trng tm th trng mt cch nhanhchng v t tn km. Thc s, l nhng kha cnh hay nht trong hot ng nghin cu th trng.

n bn ln th hai ny ni bt hn vi mt chng mi v vic tip nhn v phn hi nhng li phnnn qua Internet; mt chng mi v cch x l v tn dng li th ca nhng li phn nn c trc tip gin bn; v mt ni dung th hin cch bn c th phn nn mt cch xy dng v hiu qu. Quyn sch c bin son li gn nh ton b vi nhiu v d, cng c v chin lc mi.

n bn u tin ca quyn sch l mt vin ngc qu. Phin bn mi c cp nht ny cn cao cphn na. Nhng v d mi ng thi mang nhng tnh cht ch dn, cm xc v c gii tr. Ch nhng tm tt vcc nghin cu cng ng bn c quyn sch ny. Chng s gy chn ng cho bt c ai ang nghi ngscmnh ca vic lng nghe khch hng ca mnh.

- Jim Kouzes

ng tc gi quyn Thch thc Lnh o The Leadership Challenge

Bn thn quyn sch ny l mt mt qu. T duy rt mi m; suy lun cht ch; nhng v d v phongcch cung cp dch v khch hng tuyt ho tht xut sc. Janelle Barlow v Claus Moller c mt tm nhnthc t rt c o trong vic to ra gi tr cho cng thng qua bin ting ni ca khch hng thnh trung tmca chin lc kinh doanh.

- Craig Dinsell

Ph Ch tch ph trch Ngun nhn lc, Oppenheimer Funds Inc.

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NHNG LI KHEN NGI DNH CHO QUYN SCH

Nghthut Chinh phc Khch hng

Barlow v Moller vch ra l do ti sao mt khch hng phn nn c th tr thnh ti sn qu ginht ca cng ty v hng dn bn cch dnh li khch hng, thc y thm giao dch v tch ly thm nhngli chng thc thun li. Nu thnh cng trong kinh doanh c ngha quan trng i vi bn, bn cn phi cquyn sch ny!

Ron Kaufman, tc gi v nh sng lp trng UP Your Service

i vi nhng cng ty ang dnh ngy cng nhiu tin vo vic nghin cu k vng ca khch hng,quyn sch ny l mt ln gi mi m. Quyn sch cng c thc t tn mt cch thch hpBin nhngcm nhn thng thng thnh li nhun.

Paul Clark, Tng gim c, Dch v Khch hng, Country Energy, c

Mi li phn nn l mt mn qu cung cp mt phng tin tuyt vi gii thch cch thc mt cngty c th cung cp dch v hon ho v x l li phn nn thng qua nhng mi quan h khch hng c cithin, m cui cng l gip gia tng doanh s cng nh ci thin s hi lng ca khch hng.

Thom Ray, Tng gim c British Telecom

Ngy nay mi th dng nh qu phc tp. Nhng Barlow v Moller chn mt vn gai gc vbin n thnh iu d hiu, khng ch trong th gii kinh doanh, m cn trong cuc sng hng ngy ca chngta. Ti s khng bao gicm thy li phn nn c tnh hy hoi na.

Tin sRuss Volcmann, Ch bt v Bin tp vin, Tp chIntergral Leadership Review

Trong ngnh kinh doanh ca hng tin ch, sau tc giao hng th dch v l quan trng nht. Quyn

sch ny o su nghin cu nhng iu kin cn thit gip s khi phc dch v xy ra mt cch nht qun.Lee Barnes, Ch tch, chui ca hng tin ch Family Fare

Quyn sch ny mang li mt s chuyn i thi mang tnh cm hng cho nhng nhn vin trongngnh dch v, mt cng thc t ph to ra s khi phc dch v khi phi i mt vi nhng li phn nn khkhn, v mt s ci t h thng qun l.

Rick Brandon, ng tc gi quyn Stn ti ca Tri thc

Quyn sch ny x l vic khi phc dch v nh mt ngh thut. Bi kim tra thc s ca mt thnghiu vi l kh nng tn dng chi hnh thnh mi quan h khch hng mi. Thng qua s pha trn kSmi

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lng kh nng phn tch, tnh sng to trong kinh doanh v cc v d thc t, nhng trang sch ny s thuytphc bn rng nhng li phn nn thc s l nhng mn qu.

Mike English, Ph Gim c Trung tm Lin lc Khch hng, Starwood Hotels & Resorts Worldwide Inc.

Khi nim trong quyn sch ny l mt thi m chng ti p dng b sung cho li ha thnghiu ca mnh ti Royal Plaza Scotts, Singapore. Chng ti gieo mm cho s quan trng ca n vo tt ccc nhn vin h thc s bit n s phn hi ca khch hng, d chng thun li hay bt li.

Patrick Garcia Fiat, Tng gim c, Royal Plaza Scotts, Singapore

Quyn sch ny rt su sc. N trli vi nhng iu nn tng cbn ang thc y ngnh ca chngti. Cc tc gia bn i qua qu trnh t lc cp n mt tri nghim khng hay ca khch hng n lcbin v khch thnh mt khch hng trung thnh. Ta quyn sch ny khng thng hn c na.

Rich Hicks, Ch tch, Nh hng Tin Star

Chng ti shu mt trong nhng a im hng vnht trn th gii: cu b hnh trn khng (SkyWalk) Grand Canyon West. V chng ti vn nhn c nhng li phn nn. Quyn sch ny c th gip btk t chc no t c nhng mc tiu tri nghim ca khch hng. Khi nim ny c tc dng rt tt nhiunn vn ha khc nhau. Ngy nay, iu ny trnn rt quan trng nhm to nn mt c trng thc s mangtnh quc t trong dch v mang li tri nghim cho khch hng.

Waylon Honga, Gim c iu hnh, Grand Canyon West

Quyn sch ny dnh cho bt c nh qun l no hiu c rng nhng khch hng thc s tha mns mang li nhng chi tt nht kim thm nhiu khch hng khc. Mi li phn nn l mt mn qu lmt cng c mnh m cn c chia s cho mi nhn vin trong ton cng ty.

Andy Jorishie, Ph ch tch cao cp, tng v Cch tn, The Zimmerman Agency

Quyn sch ny l mt tc phm ngh thut. Ti s gii thiu cho bt c ai ang tm kim s hon ho

v hc hi v hot ng chm sc khch hng ni chung v x l phn nn ni ring.Omran Al Shansi, Gim c X l Phn nn Cao cp, Emirates Telecommunications Corporation

y l mt quyn sch k diu vi nhng cng c v k thut thc tin nhm m bo to ra nhngtri nghim th v cho khch hng v gii quyt tt ngay c nhng li phn nn mang tnh thch thc nht tpha h. N bao gm rt nhiu gi nhm cung cp dch v khch hng hon ho ngay c trong nhng tnhhung kh khn nht. Nhng cng c ny thc s c hiu qu, mang tnh thc tin.

Michael Krumpak, nguyn Gim c o to v Pht trin, H vin M

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Khi nimLi phn nn l mt mn qu ch ra s khc bit mang tnh di hn. Chng ti tin rng, lmt mng li cc ngn hng, chng ti c th sa cha mt s lng ln cc sai st t phn hi ca khchhng. Chc chn chng ti s trnn c o hn trong cch thc phc v khch hng. Qun l phn nn lmt yu t then cht trong chin lc kinh doanh ca chng ti.

Andrey Litvinov, Ph Ch tch, Life Financial Group, Nga

Tht th v khi cui cng ch phn nn cng c cp v tho lun su sc. Hot ng kinhdoanh ca chng ti, vn c da trn vic xy dng quan h, nhn c li ch rt ln t nhng kin thc

su sc c cung cp trong quynMi li phn nn l mt mn qu.

Cliff Miller, Ch shu M. J. Christensen Diamonds

Trit l li phn nn l mn qu mang li quyn lc cho nhng nhn vin tip xc khch hng cachng ti trong vic ci thin v cng c quan h vi khch hng. Phng php tip cn bng s giao tip co ny i vi nhng dch v sai st rt c ch cho t chc chng ti, gip xy dng nhng nhm nhn vinmnh hn v hiu qu lm vic cao hn.

Peta Peter, Gim c Gio dc v o to, Amway c v New Zealand.

Quyn sch ny l mt thnh phn v gi trong b cng c ca chng ti nhm to ra nn vn ha dchv khch hng khc bit. N tp trung vo vic tip nhn nhng li phn nn ca khch hng tinh chnh dchv v thu phc khch hng trli, thay v xem nhng li phn nn l nhng iu ti t cn n trnh.

Muriel Roake, Gim c, Pht trin Thng hiu v T chc, Air New Zealand

Ti lun l ngi ng h trit l xem phn nn l qu tng ca Janelle v Claus trong lnh vc nynhiu nm qua. Cc knh giao tip v s thng sut ca cch tip nhn li phn nn, thng qua blog v phngchat trc tuyn, to iu kin cho c nhng nhu cu thit yu hn trong vic x l s phn nn mt cch hiuqu v nhanh chng.

Nigel Roberts, Ph Ch tch iu hnh, The Langham Hotels & Resorts

Dch v khch hng l mt nghch l: mt doanh nghip cng c nhiu s tng tc vi khch hng, hcng nhn c nhiu phn hi tiu cc, nhng ng thi cng c nhiu chi to ra nhng iu tchcc. Nhiu yu t trong quynMi li phn nn l mt mn qu c Boyd Gamning s dng v t ra huch khi chng ti tip tc xy dng kh nng cung cp v gim st dch v khch hng cng nh cc chngtrnh phn hi chng.

Brian Shultz, Ph Ch tch Tip th, Midwest and South Region, Boyd Gaming Corp.

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y l mt quyn sch v lnh vc tm l tm l ca nhng khch hng vn cn quan tm phnnn, tm l ca nhng t chc c t tin tip nhn li phn nn v x l chng, v tm l ca nhng ngitrong t chc cng nh mc t tin khc nhau trong vic x l phn nn.

Sanjay Tiwari, Gim c, Bn hng v Dch v khch hng, KLM Cargo USA

Nu bn mun bit iu g thc s c hiu qu trong vic qun l li phn nn, hy nghin cu quynsch ny. N bao gm nhng v d thc tin v nhng t duy mi nht v ch ny. Tht him khi c th tmthy mt quyn sch nh vy dnh cho nhng ngi lin quan n hot ng x l nhng khch hng phn nn

v rt ta tt nhng nghin cu hc thut c gi tr.

Jochen Wirtz, Gio s, i hc quc gia Singapore, v ng tc gi quyn Tip th Dch v: Con ngi, Cngngh, Chin lc

Phng php tip cn mi m ny i vi s khi phc dch v v lng trung thnh ca khch hng trthnh mt phn trong nhng t ng thng dng trong vn phng Butterfield Bank. Janelle v Claus cungcp ngun thc phm cho tng, nhng v d c th ging dy v gii tr, nhng hng dn d s dng nhma trit l ca h vo thc t.

Lori Baker-Lloyd

Ph Ch tch ph trch Pht trin T chc v Ngun Nhn lc, Ngn hng N. T. Butterfield & Son, Bermuda

Xin dnh tng quyn sch ny cho Khng T, ngi thng thi chra rng: Ngiphm li m khng bit sa li th phm li thm mt ln na. Khng Tkhng bit vli phn nn ca nhng khch hng hm nay, nhng ng l gii mt cch tht dhiu

rng ti sao nhng khch hng phn nn li l ngi tng qu cho ta.

LI NG

Ta quyn sch ny thot tin c th gy hiu nhm bi v b ngoi y ch l mt quyn sch v ch cch thc x l li phn nn. V mc d mi trang sch u cp n nhng li phn nn nhng quynsch ny thc s ni n mt ch rng hn v quan trng hn nhiu: lm th no cung cp dch v mtcch tuyt ho.

Ai cng bit rng cung cp dch v tuyt ho l vn c ngha sng cn, nhng ch mt s t cccng ty lm tt iu ny. Ti sao nh vy? Khi nim dch v tuyt ho tuy v cng n gin, nhng p dngtrong thc t th rt kh khn. Quyn sch ny c thc s dng nh mt cm nang hng dn tin bcu tin trong qu trnh xy dng mt t chc hng n mc tiu cung cp cho khch hng nhng dch vtuyt ho.

Hy nghn ln cui cng bn phn nn v mt cng ty no v mt tri nghim khng hay. By gi,bn hy nghn nh hng ca lng trung thnh ca mnh dnh cho cng ty sau cch thc m h x l(hoc khng x l) li phn nn ca bn. Hng ngy, c hng triu li phn nn c chuyn n cc cng tySmi

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trn ton th gii; trong khi hu ht cc cng ty u c gng trnh n nhng li phn nn, quyn sch ny scho bn thy mi li phn nn thc s l mt chi ln gia tng gi tr ca cng ty bn.

Zappos.com, mc tiu ca chng ti l cung cp cc dch v khch hng tuyt ho. Chng ti tin rngcch thc tt nht t c mc tiu ny l t nn vn ha cng ty ly dch v khch hng lm trng tmthnh u tin s mt trong mi hot ng. Chng ti tin rng khi chng ti xy dng thnh cng nn vn ha th hu ht nhng iu cn thit khc cung cp dch v hon ho s tng xut hin trong qu trnh ny.

Nu cc bn c th bin cng ty ca mnh thnh mt t chc thn thin vi li phn nn bng cchthc hin theo nhng bc c vch ra trong quyn sch ny, th lc bn s tr thnh mt trong nhngcng ty c kh nng cung cp dch v tuyt ho. y khng phi l mt con ng d dng, v cng khng xy

ra ch sau mt m m n din ra tng bc mt. Vic c quyn sch ny l mt trong nhng bc i u tintt nht m bn c th thc hin.

TONY HSIEH

CEO, zappos.com

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Li gii thiu

KHI KHCH HNG LN TING

hn 10 nm k t khi n bn u tin ca quynNgh thut Chinh Phc Khch hng c xut bn.Chng ti cm thy bi ri khi phi tha nhn rng chng ti ngy thtin rng nhng li phn nn c xl km ci trthnh chuyn ca qu kh, nhs lu hnh rng ri ca n bn th nht. Chng ti nghec mt s v dng ngc nhin, nh mt cng ty cung cp cc sn phm y khoa Kiev, Ukraine ti tchc hon ton phng php tip cn vic x l s phn nn ch da vo ni dung ca phin bn ting Nga ca

quyn sch ny. Vi nhng v d tng t t khp ni trn th gii, chng ti nghrng chng ti s sm chmdt ni v s phn nn, d y l mt ch rt vui thuyt trnh. Thc vy, nhng cu chuyn v nhng liphn nn c x l km ci thu ht c rt nhiu s ch , s kinh ngc v nhng by t v cng th v tkhn thnh gi ca chng ti. Chng ti nghrng mi ngi u hiu rng mi li phn nn chnh l mtmn qu.

Nhng iu khng xy ra. Nm 2006, trong mt kho st 3.200 ngi tiu dng chu u v M, 86%tr li rng nim tin ca h dnh cho cc cng ty st gim trong 5 nm va qua. Nm 2007, Cng ty Cngngh RightNow Technologies bo co rng sau khi tri qua mt dch v km th:

80% ngi ln M quyt nh khng bao giquay li cng ty mua hng.

74% a ra li phn nn v k cho ngi khc nghe.

47% khch hng la ht hoc chi th.

29% ni rng h b nhc u, cm thy tht ngc, hoc khc.

13% tm cch chng cng ty khi ng nhng li bnh lun hoc nhn xt tiu cc trn cc trang web/trang blog.

Cui cng, mt cuc thm d kin ca Vin Gallup do y ban Ci tin Hot ng Kinh doanh ch trc tin hnh t 22/8 n 8/9/2007 cho thy rng khong 18% cng dn M trng thnh ni rng nim tinca h vo cc doanh nghip st gim trong nm trc . Tuy nhin 93% nhng ngi c kho st nirng uy tn ca mt cng ty v s trung thc v cng bng ng vai tr v cng quan trng i vi h. Bo cokt lun rng nu mt cng ty no khng thc hin li ha ca mnh (ngun gc ca mi li phn nn), thkhch hng s tm n mt ni khc. khng phi l mt bc tranh ti sng.

Trong khi nhng tng t quyn sch ny nh hng n rt nhiu ngi, th cc cng ty vn tiptc phm sai lm, v khch hng tip tc phn nn. Cc nh cung cp dch v thng tha cho khch hngv nhng li m h phn nn, hoc yu cu khch hng phi chng minh s vic. Trong nhiu trng hp, hmt rt nhiu thi gian phn hi n ni chnh ngi phn nn cng khng cn nhmnh phn nn iu gvi cng ty. Ri khch hng thng xuyn b buc phi ni chuyn vi nhng h thng m thanh in t. Tuynhin, nhng cuc trao i nh th ny li tt hn c s tip xc trc tip vi ngi tht trong nhiu trnghp. Chng ti s khng vin n nhng con s thng k v thi gian chi ca khch hng khi h mun nimy in thoi cho mt b phn no x l phn nn. ri khi hc giao dch trc tip vi mt ngino th mi bit rng ngi y ang sng mt t nc ngc mi giv ang tm hiu vn qua nhngli m t. Nhiu khch hng t ra qu tht vng vi cch thc giao tip nh th ny nn n lc h ni chuync vi ngi c trch nhim thc s th h thng by t thi gin d v do ngay lp tc h b gn mcl khch hng gy phin toi mc d h ch cn mt cu tr li cho mt cu hi n gin.

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Bn c th thc hin mi giao dch hon ho vi khch hng, nhng ch cn mt giao dch no cmt sai st nh l thu ht s ch ca rt nhiu ngi. Thc t ny cho thy chng ta phi tp trung vonhng iu chng ta c th hc hi t nhng khch hng khng hi lng.

Nhiu nh cung cp dch v xem phn nn l iu cn n trnh iu ny th hin ch nhiu cng tytip tc khen thng cho i ng qun l da vo kh nng lm gim s lng li phn nn. Nhng cuc khost c tin hnh khp ni trn th gii nhiu ln chng t rng nhng cng ty c dch vc khch hngnh gi cao nht trong ngnh l nhng cng ty c li nhun cao nht.

Trn thc t, nhiu cng ty ln xy dng nhng phng php tip cn bng cng ngh mt cch tinhvi p li nhng li phn nn mt cch hiu qu hn. V nhiu cng ty hun luyn nhn vin ca mnh

nhng cch tt nht phn hi cho nhng khch hng kh tnh nht. Mi nm, nhiu nh cung cp dch vmi tham gia vo th trng th gii, ng thi cng c nhiu li phn nn mi c ngi tiu dng t ra.Cc nh qun l ho hc ri tht vng khi tip tc t di mnh v nghrng cch tt nht trnn hon ho lloi b tt c nhng vn c th to ra li phn nn ca khch hng. Hin ti, sau 12 nm quyn sch Nghthut Chinh phc Khch hng c xut bn ln u, ngy cng c nhiu li phn nn c th hin cng khaitrn mng Internet vi ging iu cay nghit hn, bc xc hn.

Khi gp nhng khch hng phn nn kh tnh, khng may l nhiu nhn vin xem nhng hnh vi khngkim ch ca khch hng nh th nhm vo c nhn h - v th l h c nhng nhng phn ng t v c nhnkhng thch hp i vi khch hng ca mnh.

C ng ngc nhin khng khi hu ht cc trung tm dch v khch hng ang rt kh khn trong vicgi nhn vin, tr phi ha ra nhng mc lng cao nht trong khu vc? S mt ngi thng xuyn vnhanh chng nh vy i hi cng ty phi lin tc tuyn dng nhn vin mi m khng kp o to y cc

k nng. Hu qu l nhiu trung tm dch v khch hng khng c i ng nhn vin bit cch x l phn nnhiu qu.

Nhng nghin cu mang tnh hc thut v vic x l phn nn cng cha bc lc nhng thng tingy chn ng k t khi chng ti kho st cc cuc nghin cu cho ra i n bn u tin. Tuy nhin, stinh chnh ngy cng nhiu t nhng g xy ra trong qu trnh x l phn nn cng xut hin u n trong10 nm qua. V d, c nhiu nghin cu c tin hnh v nhng khc bit trong cc kiu cch phn nn gianhng nhm quc gia khc nhau. Kin thc su hn v hnh vi ca ngi tiu dng mra nhng lnh vc bsung cn c nghin cu. y l kt lun ca chng ti sau khi c hng trm bo co nghin cu:

Cng nm r hot ng khi phc dch v, s hiu bit ca chng ta cng trnn su sc hn.

Cng hiu bit nhiu, chng ta cng cn phi bit cch t c kt qu mong mun bng s khi phcdch v ni khch hng.

Cng hiu bit nhiu, chng ta cng phi thc hnh thng xuyn hn bit c nhng g c hiu qutrong nhng tnh hung c th.

Tuy d kin c th c th thay i, nhng kt qu ca nhng nghin cu c tin hnh t nhngnm 1960 n 1990 vn tip tc ng trong nhng nm 2000. Thc ra, tht ng skhi nghrng mt s hiubit hon ton mi v li phn nn va bt ngxut hin, vic ny ko theo s cn thit phi c mt phngphp tip cn hon ton mi i vi vic x l liphn nn. Ni tm li, khi nimMi li phn nn l mtmn qu vn ng trong thi i ngy nay cng nh trong 10 nm qua. Phn nn s khng bao gibin mt,cc t chc v nhn vin ca mnh cn phi p dng mt chin lc mi cho php h khi phc li lng tin vs trung thnh ca khch hng sau khi xy ra s c.

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NHN THCTHAY I

iu thay i l ngy cng c nhiu t chc i theo hng ny v t c tm hiu bit su schn v tm quan trng ca vic x l phn nn hiu qu. Cc t chc ny hiu rt r ci gi phi tr khi mtc khch hng ln nhn vin khi s khng hi lng v nhng cn gin d ca h khng c x l kho lo.

Nhiu t chc tha nhn rng s khi phc dch v hiu qu l mt phn rt quan trng trong vic to ranhng thng hiu mnh. Nm 2004, quynDch v Khch hng Cao cp (Branded Customer Service) ca cctc gi Janelle Barlow v Paul Stewart xem xt tm quan trng ca cc thng hiu x l phn nn hiu quv kt lun l: khch hng sn sng tha th cho nhng thng hiu lc u khng thc hin c li ha camnh, min l nhng ngi i din thng hiu phn hi cho khch hng mt cch hiu qu, thc hin li li

ha ban u v cho thy vn ang c ci thin. Mt s khch hng s chp nhn nhng sai st ln nungi cung cp dch v thnh thc, n cn v sn sng gip h. Nu nhn vin ca bn duy tr c thi xem rng s phn hi l mt trong nhng cch giao tip tt nht m h c th dnh cho khch hng, th hbt u mt cch ng n trong vic xy dng gi tr cm xc vi khch hng. Vn ny c trnh ny chitit hn trong quyn Gi tr Cm Xc (Emotional Value) m Janelle l ng tc gi.

Ni li cm n khi nhn mt phn hi tiu cc c tc dng mnh mi khi ngoi sc tng tng cabn. Quan trng hn, chin lc i lin sau li cm n cng c ngha to ln hn. Thi ca chng ta khinhn v x l phn nn ca khch hng, nht l khi chng ta xem mili phn nn l mn qu, l mt v khrt mnh m khi phc dch v v ly li lng tin ca khch hng.

Trc khi chng ti trnh by cho cc bn thy cch t chc n bn mi ny, chng ta hy bt u cuchuyn vi mt v d tht ngc nhin trong vic x l phn nn Family Fare, mt chui ca hng tin ch theokiu kinh doanh nhng quyn North Carolina.

Family Fare xc nh mc tiu ca mnh l trthnh nh cung cp dch v khch hng tt nht trong ccca hng tin ch M. Hu t mt khon tin kh ln o to cc ch ca hng v qun l ca hng vthng hiu dch v m h mun cung cp v cch x l phn nn. Cng ty ch c mt li ha n gin nh thv lun tp trung tt c cc ngun lc thc hin li ha mt cch hon ho.

Family Fare bit rng h khng th cnh tranh vi cc i siu thM chuyn phc v nhu cu muasm cui tun ca khch hng, nhng h cng khng phi l mt ni cung cp nhng hng ha thit yu vchn p khch hng vi mc gi cao. Tuy nhin, cc ca hng Family Fare lun sch s, sng sa, v githng c nim yt ging cc siu th. Hu ht khch hng ca Family Fare u quen bit vi nhng ngiqun l ca hng (l nhng ngi d thng v chn thc nht m bn c th gp) v a thch h. H thc s lmt cng ng gn b.

Tng Gim c Lee Barnes sng v th cng dch v khch hng. Nhng li phn nn gi n Family

Fare sn thng vi ng v ch thn ng tr li cho khch hng. Nhng li phn nn nhn c, theo ng, lnhng li cnh tnh t tri tim.

Mt ln n, khi ang ngi trong xe, Barnes nhn c mt li phn nn qua bng in thoi di ng tmt khch hng ni rng c b t chi tham gia bc thm trng my chi game Xbox bi v a ch nh ckhng gn ca hng Family Fare. C vit rng mnh c nh cho thu nh gn mt trong s cc ca hng vngi chng lm vic trong qun i ca c mua gas . C rt gin d v th l s khng bao gimua sm Family Fare na, v nhiu gia nh m c quen bit cng s lm theo c. Tht ng tic khi cc ng b quanhng khch hng lm vic gn a im ca mnh ngay c khi h khng sinh sng gn . n gin l c qunhiu ni khc chng ti mua gas v soda. Tm bit. Ln sau, c th cc ng nn tuyn mt ngi no ckinh nghim khuyn mi iu hnh nhng chin dch trong tng lai. i, li l ca c tht l chm chchlm sao!

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Barnes lp tc gi mt li phn hi t my BlackBerry ca mnh, cm n c lin h vi ng v mbo rng ng s xem xt c tham gia chng trnh bc thm trng thng. Ha ra l cc lnh phn cuitrn trang web tng loi b nhng ngi trong tnh hung ca c ra khi cuc thi. C khng phi l ngiduy nht gp s c ny, nhng l ngi duy nht ln ting phn nn. Sau khi trv vn phng, Barnes gicho khch hng mt thng ip di hn, cm n c gip ng bit n tnh trng , v rng ch thn ng ng k cho c tham gia cuc thi.

Phn hi ca c y vi l th th hai c ging iu nh nhng hn rt nhiu. Trong ln trao i th ba,v khch hng phn nn ny vit v cuc sng v nhng a con ca mnh. Vng, v ng rt t t vi tinn ti khng ty chay ca hng ca ng na. Trong mt bc email di hai trang, ngi ph ny bc bchrng ch huy ca chng c b git vo bui sng m c gi li phn nn u tin. C c mt a con nui v

gn y nhn thm hai a na nui dng mt a c sinh ra t mt ngi m b nghin. Ngy sinhnht ca a con ln sp n v n mun c mt chic Xbox, nhng h khng tin mua v sng nhnglng qun i. C ni rng: V th, khi thy cuc thi ca cc ng, ti nghrng mnh c th may mn trngmt chic Xbox cho Jess, nhng Cha i, ti li khng c tham gia.

n lc ny, Barnes v v khch ca mnh xng h vi nhau thn mt bng tn ring. ng cm ngv quyt nh tng cho Jessie mt chic Xbox, d m chu c thng hay khng. Ngi thit k web cho cng tycng tng cho cu b mt a tr chi i cng chic Xbox v ssut ca mnh. L th tip theo ca v khchhng gii thch k lng rng c y khng i hi s thng cm hay t thin. Thc ra, c cm thy bi ri vnhng g mnh vit ban u. C ni: Ti khng mong cc ng gi cho chng ti mt h thng chi game.Ti ch cm thy thoi mi khi cng ty thc s quan tm, lng nghe v hi p cho li phn nn ca mt khchhng. Barnes p li rng ng khng nghe thy mt li yu cu thng cm no v ng ni rng l mtmn qu dnh cho Jessie v em trai by t lng bit n v c y dnh thi gian gii thch vn lin quann trang web h c th sa cha. Hai tun sau, Jessie nhn c chic Xbox. Nhng l th cm n t ngi

m v nhng a con tht cm ng v kh lng cm c nc mt.

Hu ht nhng li phn nn khng to ra nhng chi nh vy bn th hin mnh gii nmc no. Tuy nhin, khi chng din ra nh trng hp ny, bn hy tip nhn v x l chng mt cch trntrng nht v tt c mi ngi lin quan u c li. Bn cng ng srng mi ngi s thi nhau vit nhng lth phn nn tht thng thit mong nhn mt chic Xbox min ph v chc chn bn s nhn ra u l s tht.

PHP N D - LI PHN NN L MN QU

Khng c khch hng, cng ty khng tn ti. Ngy nay, nhng cm t nhdch v khch hng tondin, khch hng l trung tm, th trng nh hng khch hng, chsvs tha mn ca khch hng, vnha hng vo khch hng, bn hng ch trng n khch hng, chm sc khch hng, dch v khch hng ht

nhn v ngoi vi, snhy cm ca khch hng, khch hng ni b v khch hng bn ngoi, trng tm khchhng, v cc quan h khch hng cng hoc mm thng xuyn xut hin trong li ni ca cc nh kinhdoanh c bit l nhng nh t vn.

Cc kha hc v khi phc dch v (v cch bin khch hng khng hi lng thnh khch hng trungthnh) thng l nhng hi tho ph bin nht trn th gii trong thi gian qua. Trong n bn u tin, chngti tin hnh tm kim trn my tnh Dialog nhng bi bo vit t nm 1981 c nu ra nhng li phn nnca khch hng trong nhng tp ch hc thut v khm ph ra mt s gia tng khng khip s lng canhng bi bo nh vy. K t, mi quan tm ca gii hc thut n ch phn nn v khi phc dch vgia tng u n, nh biu miu t di y. V tn dng u th ca mng Internet, chng ti quytnh xem xt c bao nhiu mc v s phn nn ca khch hng c Google lit k hng nm trong cngkhong thi gian. Kt qu ca c trnh by sau y:

Hnh 1: Thng k cc bi bo ni v li phn nn trong ngnh truyn thng, dch v v qun tr.SmithNg

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Hnh 2: S lng trang web c cha dng ch customer complaints (phn nn ca khch hng) trncng c tm kim Google.

Nhiu ngi cn nhsau s kin 11/9/2001, vic phn nn dng nh b xem l thiu lch s. Nhng tnm 2007, s lng li phn nn li c s gia tng mnh m, c l mt phn do s bng n ca blog.

Khi nim khch hng c m rng trong 25 nm qua. Khch hng khng ch c ngha l nhngngi thanh ton tin, m l bt c ai nhn c li ch t sn phm v dch v, bao gm c bnh nhn trongbnh vin, hc sinh trng, v nhng ngi s dng phng tin vn chuyn cng cng N cng mang ngha khch hng ni b ca t chc, nhng nghip v cp trn. Mc d mt s ngi khng thch gi bnb v nhng thnh vin trong gia nh l khch hng, nhng nhiu tng khch hng cng p dng tng t

cho cc mi quan h c nhn. Chng ta s tho lun mt s tng ny trong nhng chng tip theo.

Peter Drucker tng ni rng khch hng chnh l l do chng ta duy tr hot ng kinh doanh. Nhngchng ta thng qun i iu ny. Nhiu cng ty c cch truyn t thng ip chng ta sng v khch hngmt cch ngh thut, nhng li tin rng tt c nhng g h cn lm ch l pht i nhng mnh lnh v chny. Trong vai tr t vn dch v, chng ti tng gp rt nhiu nh qun l khng hiu rng vic yu cu nhnvin hnh x theo mt cch no vn cha . M nm 1920, lnh vc dch v chim 53% s lng cngnhn khng lm vic nng tri, n 1960 t l ny nhy vt ln 62%; nm 2000, con s ny tng ln 81%. Mhnh ny th hin mt cch nht qun tt c cc nn kinh t pht trin trn th gii.

Thc ra, hu ht cc doanh nghip xem phn nn l bng chng ca s tht bi thuc v trch nhim cah m h khng mun tha nhn, hoc l s cng c nghi ngca h rng khch hng ang mu cu mtiu g m khng phi mt g. Tuy nhin, trong khi mt s cng ty c xu hng t chi chp nhn li phnnn ca khch hng th nhiu cng ty khc li mong mun loi b chng. Nhng li phn nn l mt trong

nhng cch trc tip v hiu qu nht khch hng ni vi doanh nghip rng h lun c th ci thin dch vca mnh. V nu s ci thin ny khng din ra th khch hng s giao dch vi mt cng ty khc v thi khng hi lng ca khch hng s to ra thit hi ln cho cng ty v tc ng tiu cc n hnh nh thnghiu.

Php n d m chng ti s dng trong quyn sch ny l php n dLi phn nn nhmt mn qu.Nhng li phn nn l cch phn hi c th gip cc t chc chuyn i sn phm, phong cch dch v hoctiu im th trng mt cch nhanh chng v t tn km nhm p ng nhu cu ca khch hng nhng ngicui cng phi thanh ton tin hng ha hoc dch v. n lc tt c cc t chc phi nghn vic x l liphn nn nh mt cng c chin lc mt chi hc hi mt iu g v sn phm hoc dch v m cth h khng bit v xem nh mt ti sn tip th hiu qu, thay v l s phin toi, mt khon chi ph,hoc mt ni au kh chu.

Nhng li phn nn ca khch hng cung cp mt trong nhng phng cch cbn v trc tip nht

giao tip vi khch hng. Xt cho cng, c bao nhiu ngi tiu dng chu kh nhc in thoi ch trao ivi cng ty nu h khng c vn g? Thc t nhiu khi chng ta phi tr thm tin cho khch hng hinthng tin vo nhng phiu kho st ca chng ta! Vy, tt hn ht l chng ta cn chun b lng nghe h.

Quyn sch ny rt hu dng vi nhng ngi tip xc vi khch hng hng ngy, nhng ngi mongmun c hng li t phn hi ca khch hng, v nhng ngi c trch nhim gi li nhng khch hngkhng hi lng v bin h thnh nhng khch hng trung thnh. lm c iu ny, bn cn phi c s thayi cn bn trong thi i vi vn ny. Nu cng ty ca bn ci thin c hot ng x l li phn nnv bt u xem phn nn l nhng mn qu, th bn mra nhng knh giao tip r rng hn dnh cho khchhng. Mc tiu ca chng ti l gip bn nhn ra s thay i cch nhn v nhng li phn nn ca khch hngc th trthnh bc i u tin ci thin v thc s mrng hot ng kinh doanh ca cng ty bn nh thno.

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CCH T CHC CA QUYN SCH NY

Quyn sch c chia thnh ba phn.

Phn u tin, Li phn nn - Dy cu sinh i vi khch hng, xem xt chin lc c th gip chngta duy tr thi tch cc i vi nhng khch hng hay phn nn. Phn ny thit lp gi tr ca vic lng nghekhch hng. Vai tr ca vic x l phn nn nh mt cng c chin lc to dng thm ngun kinh doanh sc gii thiu y. Chng ta cng s xem xt ti sao hu ht nhng khch hng khng hi lng him khiphn nn. (Phn ln h khng bao gilm iu ny, mc d mng Internet c thang tc ng n iu ny.)Chng ta s xem xt iu m khch hng phn nn ang nghtrong u da trn nhng g h ni, lm v mongmun khi h khng hi lng.

Phn th hai, p dng chin lc Li phn nn l qu tng, tp trung vo cch x l li phn nn. Chngta s xem xt cng thc qu tng gm 8 bc gi cho ngn ng, s tng tc, v hnh ng nht qun vinim tin rng li phn nn l mt mn qu. Khi quyn sch ny c xut bn ln u tin, trang web l mtdin n ch bt u xut hin dnh cho nhng khch hng tht vng. Nn nhrng phi n nm 1995 th phnln mi ngi mi bt u s dng mng Internet. Trong 10 nm qua, nhng li th thm trc kia gi trthnh ting vang ln trn ton cu. May mn l chng ta khng phi khng c cch chng nhng li phnnn trn mng. Do , chng ta s xem xt cch thc cc t chc c th s dng trang Web theo cch c li chomnh.

n bn u tin ca quyn sch ny c mt phn vi tiu Lm cch no cho t chc ca bn snsng n nhn li phn nn. Do quyn sch ny c mrng thm hn 50 trang, chng ti quyt nha vic tho lun v ch ny ln trang web ca TMI US (www.tmius.com). Ti y, bn s tm thy nhngbi vit c th ti v v a ra nhn xt. Chng ti thng xuyn cp nht (1) cch cn i vic khi phc dch

v ph hp vi v th ca thng hiu, (2) cch nh gi chnh sch v h thng ca bn sn sng n nhnli phn nn, v (3) cch pht trin v duy tr mt nn vn ha mvi nhng li phn nn. Trn trang web cachng ti, bn cng s tm thy qu trnh trin khai nhm bin t chc ca bn hng vo khch hng hn bngcch tp trung vo hot ng x l li phn nn.

Do s lng phn hi ng k m chng ti nhn c tc gi ca n bn u tin, chng ti quyt nh tng thm phn b sung: Cho v Nhn - Kha cnh c nhn trong li phn nn. Nhiu ngi ni vi chng ti rng vic p dng cng thc mn qu cho cuc hn nhn ca h thc s cu h. Mt trongnhng cch tt nht khm ph ra iu m khch hng mong mun l lng nghe li phn nn ca h. V mttrong nhng cch tt nht ci thin mt mi quan h c nhn l ch khi no h tht vng v p li theomt cch c th gii quyt c mu thun. Nhng trao i nhanh, vi nhng knh tip nhn phn hi m tbn b, ng nghip v cc thnh vin trong gia nh hng n vic gii quyt s kh chu ca ngi khc c th gi cho cc mi quan h hi ha v lm cho chng mnh m hn. Hoc c l h s tn cng chng ta trnMySpace. Gordon Bethune, CEO ca Continental Airlines n nm 2004, ni rng: Bn khng th xem bn

gi ca mnh nh mn qu t trn tri ri xung, v bn cng khng th lm nh th vi khch hng ca bn.Nu bn lm th, kh nng rt ln l ngi khc s nhn c mn qu t trn tri ri xung ca bn. cui mi chng l mt s cu hi tho lun v nhng li phn nn v nhng iu m t chc ca bn

c th lm ci thin dch v ca mnh. Nhng cu hi ny c thc s dng trong cc cuc hp nhn vin kch thch vic tho lun v hiu r v nhng li phn nn ca khch hng, hoc nh mt phn ca nhng nlc o to nhm ci thin hot ng x l phn nn.

Nhng trng hp thc t ca cc t chc thnh cng trong vic qun l v x l s phn nn ca khchhng cng sc trnh by trong quyn sch. Chng ti lng nghe c gi ca mnh v mrng nhng vd sang cc lnh vc khc thay v tp trung vo ngnh hng khng, mt ngnh thng b nhiu ngi ta thnnht. Wally Bock, mt blogger ni ting, ni rng: Nhng tng gn nh chc chn c tc dng l nhngthng l tt nht t nhng cng ty khc trong ngnh. Nhng nhng tng t ph thng n t nhng ngnhkhc, t mt ngnh c th gii quyt nhng vn bnh thng, nhng mi li vi bn. Chng ti ng .Smi

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Tt c nhng v d ca chng ti u rt tht. Nu chng ti ni sai v mt chi tit no , chng tithnh tht xin li trc. Trong hu ht cc trng hp, khi tri nghim mang tnh tiu cc, chng ti khng atn cng ty vo tr phi h khng cn tn ti hoc li phn nn l mt phn thng tin cng b cng khai. yl mt quyt nh cn trng. Mi cng ty u c th phm sai lm vo mt lc no . Chng ti cng khngmun bn nghrng mt cng ty no l xu ch v mt ai ang phn nn v h.

Cui cng, quyn sch ny cha ng rt nhiu d liu nghin cu c tng hp. Bn s nhanhchng nhn thy rng c rt nhiu lch trong cc ti liu v s phn nn, nhng tt c nhng nghin cu uchn mt hng: nhng khch hng khng hi lng thng khng phn nn, v khi h phn nn th s phnhi i vi h thng c x l km ci v khng c qun l mt cch ph hp. Nu chng ta c th xemnhng li phn nn nh nhng mn qu, chng ta phi tin hnh nhng thay i ln trong c suy nghv hnh

ng. Tin tt l lun c rt nhiu chi tt c cc t chc thc hin nhng hot ng ci tin ln trong cchthc x l s phn nn ca mnh.

PHN 1

Li Phn nnDy cu sinh i vi Khch hng

Khi khch hng khng hi lng v mt sn phm hay dch v no , h thng th hin bng hai cch:hoc by t kin ca mnh, hoc lng lng bi. Nu h bi, iu c ngha l h khng cho chng ta mtchi no gii thch hay khc phc s c lm h khng hi lng. Khi khch hng phn nn l h vn cn

mun ni chuyn vi chng ta v to chi cho chng ta gi chn h. Trong mt th gii hu nh mi thuc ni mng Internet nh ngy nay, nhng li r tai truyn ming khng cn quanh qun ti mt bn n tin thun m chng tr thnh ti bn tn si ni trong nhng bui tic c n hng ngn thc khch. Chonn, d chng ta khng thch nhn nhng phn hi tiu cc, nhng chnh cc khch hng trc tip phn nn vichng ta mi l nhng ngi ang mang n cho chng ta mt mn qu.

Tht vy, nu chng ta nhn thc rng mi li than phin l mt mn qu, chng ta s hc c nhiu iut nhng tnh hung kh khn. Khi , vi chng ta, li phn nn ca khch hng lun l mt trong nhngngun thng tin v th trng v ngi tiu dng sn c nht nhng li cha c s dng ng mc; khi ,chng s l mt trong nhng cs chng ta tin hnh cc chng trnh ci thin cht lng sn phm vdch v ca mnh. Qu tht, l nhng mn qu khng h nh!

hiu r hn v nhng v khch hng phn nn, Phn I ca cun sch ny si su vo phn tch tm lca h. Khi hiu c h, chng ta mi d dng chp nhn h. Chng ta cn tch cc n nhn nhng li thanphin v c nhng khch hng phi ni i khi rt kh tnh; chng ta phi to iu kin cho h phn hi thngthn v trc tip thay v ni xu sau lng chng ta.

~ 1 ~

Chin lc xem mi li Phn nn l mt Mn qu

Tht khng d dng g khi phi nghe khch hng phn nn sut c ngy. Li tm sy tm trng trnInternet ca mt nhn vin dch v khch hng di y khng khc g lm so vi nhiu ni nim m chng titng c nghe trc tip:

Khch hng lin tc phn nn. H phn nn phi n 90% thi gian ca chng ti ch bi v h c mt ngy tit v ang cn trt ht mi th ln mt ai . Ti lm vic cho mt cng ty mng in thoi di ng v ti nhnc qu nhiu li phn nn n mc ti mun pht m... Cng vic ca ti l gip khch hng khi h cnnhng mi s chu ng u c gii hn. Ti chn ngy nhng li phn nn. Bt lun l chng ti c gngSmi

thNguyenS

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ht mc c th, h vn khng cm thy hi lng... Mt khi khch hng c thi kh chu ngay t pht u tinth bn rt kh gic bnh tnh khi h c mng xi x vo mt bn v buc ti bn c x th l vi h.

- Mt nhn vin dch v khch hng giu tn

Bn c mun xem mt kch bn khc hn mt cht?

Hy tng tng mt ngi bn trong tay cm mt mn qu xinh xn n d sinh nht ca bn. Li utin bn ni sau khi cho hi ngi y c l l t lng bit n: Cm n. Cm n v n v cm n v mnqu tht d thng. C ngn ng v c ch ca bn u th hin s vui mng khi gp li ngi bn c v cnhn qu.

Ri chuyn g s xy ra nu bn mqu v thy mt chic CD c mua ring tng cho bn? Bn sni g? i, tht l thch. Tmun c chic CD ny lu ri. Cu tht l chu o. Sao cu bit tthch ca sny?Mi ln nghe CD ny, ts nhn cu. Vng, c th nh th l hi nhiu li, nhng i khi ngi ta thngbiu l cm xc nh th.

No, gihy tng tng mt khch hng gi n bn phn nn. "Ti tn l Chris Cooper. Mng inthoi di ng ca anh chng bao gicung cp dch v cho ra hn c. Ti c b rt sng lin tc, trong khi cc qung co ca anh th c ra r bo rng d bt c ni u trn t nc ny, chng ti vn c th nghe r.Cha ht, giy bo cc thng u tin tnh tin nhng cuc gi m ti khng bao gigi! Nhng ti khngngc nhin lm, bi v sng ca cng ty anh t nh vy th ng nhin l cc anh cng khng th tnh ccchnh xc c! Trong tnh hung , t ngi c th ni: Xin cm n v ng gi v cho chng ti bit vicny. ng tht l chu o. Chng ti rt bit n v nhng li gp ca ng.

Vy m khi nhn qu sinh nht, chng ta khng h chn ch ni ngay li cm n. V sao? l bi vchng ta c mt ngi bn quan tm, dnh thi gi tm hiu v mang n cho chng ta mt nim vui, mtmn qu c bit. Cn nhng khch hng ang phn nn kia th sao? H c phi l nhng ngi bn, hay h l

k th ca bn? Hang c lm iu g v ang trao tng cho chng ta mn qu g th?Khi phn nn l khch hng cho chng ta chi tm hiu vn ca h l g c th gip h v

khuyn khch h tip tc mua sn phm hay s dng dch v ca chng ta. iu cng ging nh h tng chochng ta mt bi vit trn blog ca h: Chi Tn ti: Hy Lng nghe Ti v Bn s gic vic Kinhdoanh ca bn. Vy th xin bn ng ni rng: Hy bin i cho! T c CD ca ca sny v tkhng munc thm mt ci na. Tang bn lm!

Khi i mt vi nhng ngi nh v khch hng phn nn v nhng cuc gi b rt mng lin tc vnhng li tnh cc lp i lp li, nhiu nhn vin dch v khch hng thng dng ln mt hng ro gm tonnhng cu hi kiu cht vn: Tn ng l g? N c nh vn nh th no? Sin thoi ca ng? a chnh ca ng? ng bt u s dng dch v khi no? S s-ri sn phm trn in thoi ca ng l bao nhiu (Nung khng c sn con s trong tay, ng c th tm thy n bn di chic in thoi ca ng. l nhngcon s nh li ti m c th ng phi dng knh lp mi c c.) ng c tgiy bo cc trc mt ngkhng? S th t ca n l bao nhiu? Sn t hng trn mng ca ng l bao nhiu? M s mua hng (PONr Purchasing Order Number) ca ng l bao nhiu? ng thanh ton ln cui l khi no? C th h s li

cho h thng tnh cc bng mt ci thdi v ni: Chng ti nhn c rt nhiu li phn nn v vic tnhcc sai. H cn c th cng kch cng ty ca chnh h khi ni: Nhng cuc gi b rt mng nh vy xy rart nhiu ch chng ti. K cng l khi cc qung co khng nh rng cht lng dch v ca cng ty chngti l tt nht. Nu l s tht, chc chn ng cng s nghi ng tt c cng ty cung cp mng in thoi ding khc. Nu may mn, nhng khch hng ny s nhn c mt li xin li t nhng nhn vin c kinhnghim hn.

Nhng c rt t nhn vin dch v khch hng ni li cm n ngay lp tc. C th h s cm n vo cuibui ni chuyn, lc m rt c th bn qu phn n v cu cm n trnn v ngha.

Chuyn g s xy ra nu c ai tng mt CD mng sinh nht bn v bn p li bng mt lot cu hi:"Cu mua n u th? Cu tr bng tin mt hay bng th tn dng? Cu trng gi gc hay mua gim gi hay trn eBay? Thi no, hy th tht i. C bao nhiu bi ht trong ? Cu nghe qua v ti n v iPodca cu ri phi khng? Ti sao cu li tng n cho ttrong khi bn thn cu cha tng nghe? Ch da vo mySmi

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danh sch bn chy vvn trn iTunes1 m cu mun tb thi gira nghe th vvn ny sao?" Bn s khngbao gic x khim nh nh th vi mt ngi ang tng qu cho bn, tr phi bn tht s c vn trong giaotip. Chc chn bn s ni "Cm n!" mt cch chn thnh cho d bn c CD ri, hoc hu ht cc biht trong CD bn u khng thch.

Nhn thc ca nhn vin dch v khch hng c nh hng su sc n nhng g s din ra trong qu trnhtip xc khch hng, c bit khi khch hng a ra nhng li phn nn hoc yu cu gip . Trong mtnghin cu v tc ng ca thc phc v ca nhn vin trong vic gii quyt khiu ni ca khch hng, ccnh nghin cu ca i hc Alabama t cu hi rng bn thn cc nhn vin dch v tc ng nh th non vic s dng cc Cng ngh T Phc v (Self-Service Technology - SST). Nhng ngi cho rng SST giph thc hin cng vic ca mnh tt hn lun dnh thi gian hng dn khch hng cch s dng nhngcng c SST. Trong khi , cc nhn vin cho rng SST l mt gnh nng v khng phi l mt tin ch cho bt

c ai s khng ngn ngi can thip v t vn hnh cc cng c thay cho khch hng. Kt qu l, khch hngca h khng c chi t hc hi v bo m rng khi sau khi ra v, h s li phi i mt vi ng nhng khkhn . R rng nhn thc rt quan trng, cho d nhn vin phc v c th khng thc c tc ng cathi ln hnh vi ca chnh h.

Mt cuc kho st cc ngn hng bn lchu u cho thy c mt mi lin h trc tip gia suy nghcacc nh qun l v li phn nn ca khch hng v cch ng x ca khch hng khi h khiu ni. Ni cchkhc, khch hng c th cm nhn c vic mt t chc lun xem nhng li phn nn nh mt mn qu, haych cho rng l mt iu khng mong mun nhng vn phi n nhn. Mt nghin cu chi tit ca hai ngnhng Thy in cng ng h kin trn. Cc nghin cu ch ra rng ti cc doanh nghip c quy m nh, sdcc nh qun l t c thnh cng l nhh ly vic x l khiu ni lm cng cchnh yu trong vic tora s hi lng cho cc khch hng trung thnh.

Vy, lm th no chng ta c th tip thu t tng rng li phn nn chnh l mt mn qu? Trc ht hybt u bng vic tm hiu xem li phn nn l g.

Li Phn nn l g?

Hiu theo ngha n gin nht, phn nn l s by t thi bt mn v cc k vng khng c p ng.Nhng quan trng hn, l chi mt t chc kt ni li vi khch hng ca mnh bng cch iu chnhli mt dch v hoc x l mt sn phm hng. Nh th, li phn nn chnh l mn qu m khch hng tng chomt t chc. Mi ngi u c hng li t vic cn thn mnhng mn qu ny v xem c g bn trong.

B ngoi, khch hng c th ch phn nn rng chic qun jeans h mi mua b co rt hoc mu b loangtrong khi git lm h c mt mqun o trng ca h. Nhng su xa hn, khch hng ang cho ca hiu mt chi phn hi sau h s tip tc mua qun o ca hiu nhiu hn na.

B ngoi, khch hng ch phn nn rng ci my ht bi h va mua khng p ng nhu cu ca h.Nhng su xa hn, hang th xem nh bn l s nhn li ci my ht bi y nh th no.

B ngoi, khch hng ch ni rng h phi chsut ba ting ri mi c ngi n ci t chic mytnh t tin ca h. Nhng su xa hn, hang ni n mi lo ngi rng khng bit c phi h a ra mtquyt nh mua sm sai lm chng. Hay, mt mi lo khc s dy ln trong h v vic n vn chy tt trongnhiu nm hay khng.

B ngoi, khch hng c th than phin vi ch ca hng thc phm rng con g ty h mua khng cb lng v u, chn, cnh, c, nhng chn tn ngy L Tn h mi pht hin ra iu , v lc tim ng ca ngh l. Su xa hn, khch hng ang t hi khng bit ca hng thc phm ny c tin li h khngv sn b cho s tht vng ny nh th no.

B ngoi, khch hng qu quyt vi mt i l bo him rng h gi n cng ty bo him ch himt cu n gin, vy m sau my ngy chi h vn khng nhn c phn hi. Nhng su xa hn, khchhng ang cnh bo rng h s cn nhc mt cng ty i th khi hp ng bo him ca hn hn k li.

Theo bn th phn ln cc nhn vin dch v khch hng ch nghe nhng li phn nn n thun hay hthc s hiu c cc thng ip su xa n cha bn trong? Chng ti phi ni rng, tht khng may, c qunhiu ngi trong s h ch nghe nhng cu t b mt. ("C l qu v s khng tin nhng iu ti nghe c t

1 iTunes: trnh ng dng cho php ti nhc s v cc my nghe nhc iPod do hng Apple sn xut.SmithNg

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mt khch hng u! Con g ty ca h khng c b lng v u, chn, cnh. Ti ni: ' cho ti sng vi ch.'Bao nhiu ngi ang cht i ngoi kia, th m y h li ku ca v con g ty hn 10 k-l ca h khng cmt ming lng no c!) Kt qu l nhng li phn nn y c x l rt km ci, thiu sng cm, vng nhin l h mt khch hng.

Khi cc doanh nghip chu lng nghe khch hng bng mt thi ci mhn v da trn nhng quanim uyn chuyn hn, h s cm nhn c li phn nn chnh l mn qu. Ri thay, hu ht chng ta ukhng thch nghe nhng li than phin v khi nghe khch hng ni, chng ta thng dng ln nhng chngngi vt tm l rt to tt. Thm ch, nh chng ta s tho lun phn sau, nhiu khch hng khng c nh bantng cho chng ta li phn nn ca h, m n gin l h chuyn sang mt nh cung cp khc.

Ti sao chng ta khng thch nghe li phn nn?

Xt b ngoi, dng nh ai cng hiu ti sao li phn nn thng b xa lnh n th. C ai li thch nghengi khc ni rng h khng thch iu g ni mnh bao gi? Nhng mt khi c ngi ni ln iu tc lc iu g khng n t pha chng ta. Phn nn gn ging nh li, hay cn c cc nh tm l hc gi ls quy kt tiu cc.

Khi mt s vic xy ra theo chiu hng tch cc, ngi ta c khuynh hng quy kt v bn thn h hocnhn li khen cho hnh vi ca ring h. V d nh khi khch hng mua mt chic o, nu c nhiu ngikhen ngi, c th c y s t nghrng mnh l tht sng sut khi chn chic o , mc d chnh nhn vin bnhng mi l ngi tm thy chic o v gii thiu n cho c.

Tuy nhin, mi chuyn s rt khc nu c chuyn khng hay xy ra. Hu ht chng ta u li cho cnhn khc hay do li h thng khi mi chuyn din ra khng c tt p. Tht vy, theo nghin cu ca ihc Saint Louis, khch hng c khuynh hng li cho nhng doanh nghip c th hay nhng c nhn c th.iu ny c ngha l cc nhn vin, nht l nhng ngi trc tip gp ghay ni chuyn vi khch hng s b li ngay khi c mt sn phm hay mt dch v khng mang li tin ch nhc mong i. V pha nhnvin, h cng x s gn ging nh vy. Khi tip nhn li phn nn, h cng c khuynh hng li cho khchhng. Khi khch hng c thi kh chp nhn v mt x hi (nh la ht hoc mng nhic), h hu nh lunbc l mt thi tiu cc i vi khch hng. Vi cch nhn nhn s vic tiu cc nh th, h khng sn sngi li sn phm cho khch hng, hoc nu c, h cng khng lm cho vic i li sn phm c din ra mtcch thoi mi cho c hai bn. Tuy vy, nhiu nhn vin hiu rng li cho khch hng khng phi l hnh vithong c khch hng nh gi cao hay c thng tin, v th h che giu cm xc ca mnh v c giithch bng cc l l d chp nhn hn l tm hiu l do ti sao mi th li hng c. Nhng ph bin nht l ccnhn vin thng li cho doanh nghip, cho cc chnh sch hoc do ccu qun l cng ty. Cc nhn vinc th ni vi khch hng rng: "Ti thc s mun gip ng, nhng rt tic ti khng th lm g hn v lchnh sch ca cng ty chng ti... " hoc "Ti xin b tay thi! Ti s b ph bnh nu ti lm iu ny chong/b. Ti thnh tht xin li ng/b."

Tht khng may, vic li cho cc chnh sch ca cng ty li chng c tc dng g i vi khch hngbi iu khng h gip h gii quyt vn v cng khng ngn chn c vic khch hng tip tc phinh nhn vin. Ngay c khi nhn vin ni r rng bn thn h khng hng tnh vi cc chnh sch ca cng ty nhng yu t ngn cn h lm va lng khch hng th a s khch hng cng khng th phn bit u lhnh vi ca nhn vin v u l chnh sch cng ty. Fritz Heider, cha ca thuyt quy kt hin i (modernattribution theory), lu rng phn ln chng ta quy li cho cc c nhn hn l hon cnh c lin quan n snphm hay dch v b li. Chng hn nh, nu mt nh cung cp dch v ni rng: "Ti bit iu ny nghe c vk cc, nhng ti cn..." th khch hng c th ngh"Nu bit l k cc, ti sao anh li i hi thng tinny?"

Hu ht quy trnh cung cp dch v ngy nay u phc tp, v nhiu doanh nghip hay c nhn hn khngth trnh khi sai st. iu ny c ngha l cc nh cung cp dch v cn phi gii thch cn k v nhng iu xy ra ch khng nn ni nh th hang c tnh li cho mt ai khc. Chng hn nh: "Ti xin chu trchnhim v vic ny, cho d cn mt vi ngi khc na cng c lin quan. Chng ti cn phi tm hiu xemchuyn g xy ra, khi ti mi c th gip ng/b gii quyt vn ny."

Comment [TH1]: 1.Cha cquy kt hin i, (p. 25) kt qu sGG: khng tm thy kt qu ca "attribution theory", nhng "modeattribution theory" th c kt quhttp://www.amazon.com/AttributSocial-Interaction-Legacy-Edward/dp/1557984751Fritz He

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Wegmans Food Market, mt chui ca hng ni ting trong vng thng ng bc nc M, hot ngtheo cam kt "Mi ngy qu v u nhn c nhng iu tt p nht t chng ti", iu c ngha l"[chng ti] s lng nghe nhng li phn nn ca qu v [chng ti] c th lm cho mi th ngy cng tthn na." Chui ca hng Wegmans c thnh lp t nm 1916 v nhn hn 30 gii thng ln v sco, v cht lng dch v khch hng v v "thay i cch chng ta mua sm." H va nhn Gii thngFood Network Award 2007 dnh cho Ca hiu Bch ha Tt Nht." V Wegmans cn c bnh chn l 1trong 100 ni lm vic tt nht nc M bi tp chFortune: nm 2005, nht bng; nm 2006, h gi v tr shai v nm 2007, v tr s ba.

Wegmans tn trng cam kt vi khch hng rng: nu khch hng khng thch mn hng h mua, numt hng khng p ng nhu cu, khng t tiu chun, h c ton quyn nu ln vn ca mnh.Wegmans cng khai a nhng li phn nn ca khch hng ln trang Web ca h; cc biu mu ghi kin

phn hi rt d s dng, v hin nhin l mi ngi u c thc c. Trang Web nu r rng bt c ngino ang sng trn tri t ny u c th gi li phn nn n cho h v chc chn s nhn c phn hitrong thi gian ngn. Chng ti th v ng l h thng ny vn hnh nh vy tht. Ph Ch tch ph trchdch v khch hng Mary Ellen Burris kt ni mi thng tin lin quan n nhng than phin ca khch hngvo bng k hoch lm vic ca mnh v thng bo cho khch hng bit cc hot ng ca Wegmans c linquan n nhng phn hi m h nhn c. V d, trong mt ct c t trn trang Web ca Wegmans, Maryghi ch rng khch hng phn nn rng h khng thc d dng nhng dng thng tin v kch thc snphm trn np bnh thuc ty v Wegmans phn hi kin ng gp ny bng vic thay i mu np.

Khch hng phn nn thng l khch hng trung thnh

c thn nhn v trn trng li phn nn nh mt mn qu, chng ta cn phi thay i nhn thc vthi ca mnh i vi vai tr ca li phn nn trong cc mi quan h kinh doanh hin i. iu ny i hichng ta phi tch ngn t ca li phn nn ra khi cm xc b phin trch, nhm thu hiu ng cca nhngkhch hng b tht vng v suy nghxem li phn nn gip chng ta t c mc tiu kinh doanh ca mnhnh th no. Cc bn hy xem nhng v d sau y trong lnh vc xy dng nh , v on xem nhng cng tyny nghg nu hc yu cu xem li phn nn nh mt mn qu.

Marvin Windows & Doors nhn thy khung ca s v ca ra vo thng b mc v nhng li phn nn ch xut hinsau khi ht mt nm bo hnh. Nguyn nhn ca s c ny tht ra l t cht bo qun g ca cng ty Pittsburgh Paint& Glass (PPG). Nhng PPG thoi thc trch nhim v Marvin Windows & Doors ng ra nhn trch nhim v phnmnh. H chp nhn i cc sn phm b hng, khng hp tc vi nh cung cp PPG na v tm ra nh cung cp chtbo qun tt hn, nh h c th tng thi gian bo hnh sn phm t 1 nm ln 10 nm. Nm 2007, ln th hai lintip, Marvin Windows & Doors t sim cao nht trong J. D. Powers v Gii thng ca Hip hi Cc Cng tyXy dng v Sa cha Cng trnh Dn dng.

Cng ty Dryvit sn xut tm p cch m v nhit v cc h thng dng cho trang tr ngoi tht cng trnh. Trongnhiu trng hp khiu ni, hi m lm mc lp vn g ngoi tm p, nguyn nhn chnh c iu tra sau ldo li ca nh xy dng trong qu trnh lp t. Tuy nhin, Dryvit vn ng ra chu trch nhim v sau gn thm

h thng ht m gi cho sn phm lun kh ro. Dryvit cng tng thi gian bo hnh ln 10 nm. Nhs thay iny, Oak Ridge National Laboratory, cquan kim nh uy tn nht ca Cc Nng lng M, xp sn phm caDryvit cao hn sn phm c tnh nng tng t ca nh sn xut ng th hai n 84%.

Cui thp nin 1980, Cng ty Vt liu Xy dng Louisiana-Pacific bt u nhn c nhiu li than phin v tnhtrng mc nt ca lp vn g ngoi gin khung trong tm InnerSeal, c bit xy ra rt nhiu khu vc c kh hu mt thuc vng Ty Bc - bThi Bnh Dng. C 800.000 ngi nh s dng sn phm ny, v khch hng lp hs khi kin tp th. Louisiana-Pacific quyt nh nhn trch nhim, mc d s c h hng l do li lp t, chkhng phi do sn phm, v h thay ht cc lp vn b h hng. Cng ty thit k li ton b vn g sn phmc th chu c kh hu m, t tn l SmartSide, v tuyn b bo hnh sn phm trong 50 nm. Su nm sau khicng bc tnh u vit ny, th phn ca cng ty m rng gp nhiu ln so vi trc , v cng c th trngtha nhn, c minh chng qua rt nhiu gii thng m h nhn c.

Dudley Webre mua mt khu cha gLuling, bang Louisiana t khi n cha phi l mt khu vc kinh doanh c trinvng trong vng. Webre trc tip n gp cc nh thu tm hiu xem u l nhng vn lm h lo lng nht. Hara cc khu cha g ch giao hng khi xe ti c cht g trng ti. iu c ngha l cc nh thu phi t bo vSmi

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g ca h trnh b trm cp. Th l Webre a ra nhng mc ti trng nh hn va loi tr nn trm cp va gipkhch hng tit kim chi ph nhvo vic gim nn trm cp, mc d cui cng h phi chu chi ph cao hn i cht.Kt qu l, t nm 1982 n 1994, Laundry Lumber tng nng lc kinh doanh ca h ln mc 300%.

Mt khi khch hng chu b thi gira phn nn tc l h cng cn mt cht lng tin vo cng ty cabn. Xt cho cng, khi h cn phn nn th h vn cn l khch hng ca chng ta. Cu Tng thng BillClinton, qua chin dch vn ng cho vng trong cuc so k quyt lit gia hai ng vin tng thng ca ngDn ch vo nm 2008, k mt cu chuyn vi nh nhc nhtt c cc thnh vin trong ban vn ng gilin lc vi nhng c tri cn do d. ng ni rng khi ng cn l Thng c bang Arkansas, ng khng bao git b qua vic tm thm mt l phiu ng h. Khi Clinton ang vn ng ti mt cng ty du kh ni trc nhs can thip ca chnh ph, ba trm nhn vin c gi li khng b mt vic. Clinton gp mt nhn

vin r rng l khng thch ng, anh ta ni vi ng: "Ti khng bao gib phiu cho ng. Cho d ng lngi cui cng trn tri t ny th ti cng s khng b phiu cho ng!" Clinton p: "Ny, anh bn, chnh ti mang li vic lm cho anh m!" Anh ta tr li: "ng, nhng ng lm th ch ng c thm mt nging thu." Clinton bo: "y, ti xem anh ta l mt c tri do d."

Tt c nhng khch hng n vi bn bng li phn nn cng l nhng v khch hng ang do d. H vnang i thoi vi bn y thi. ng b qua h!

Hy trung thc bi l mt phn quan trngca chin lc chinh phc khch hng

Hy c li phn nn trong nh mt ca khch hng v bn s cm thy d dng hn khi xem nhng thanphin nh mt mn qu. Hy tng tng chnh bn l mt khch hng ang phn nn v mt vn g .

Bn s nghg v cm gic ca bn ra sao? Phn ng ca bn th no? Bn k vng vo iu g? iu g c thlm bn vui ln c? Vi bn, u l phn ng cn thit thot khi si u ny v thy thoi mi vi liphn nn ca bn cng nh c cm nhn tt hn v cng ty? Mi ng x da trn nn tng s trung thc lun lmt khi u tt p.

C khch hng no c tnh ph hng cng vic kinh doanh ca bn khng? Chc chn l c. Nhng bnkhng thi x vi tt c khch hng nh th h l nhng k trm cp ch bo v mnh khi mt s t ktrm tht s. Guy Kawasaki, tc gi cun sch c xp vo hng bn chy nht Selling the Dream (Bn Gic

M), vit trn blog ca ng rng: "Vn l ng bao gign ghp tnh hung ti t nht trthnh tnh hungph bin nht... Nu chng ta a ra mt chnh sch tp trung gii quyt tnh hung ti t nht, con ngi tit nht, c gng s phn tc dng v xc phm n sng khch hng."

Ngi ta c lng rng c t 1 - 4% khch hng gitr bp bm vi cc cng ty mt cch c h thng.Hu ht cc cng ty xem loi hnh vi ny l mt phn ca chi ph kinh doanh, d ai cng thy tt hn l nn tithiu ho khon thit hi . R rng Internet lm ny sinh nhiu bt lng. Cc hot ng la o dimi hnh thc bng n trn cc trang web. Cha kho l phi lm sao gi cho chic ng-ten pht hin la o

ca bn lun trong tnh trng cnh bo m khng xc phm n nhng khch hng trung thc.George Sarris, ch nhn ca nh hng The Fish Market Birmingham, bang Alabama,16 b mt khchhng bc bi i li 6,89 -la, l s tin tr cho ba ti m ng ta bo l dng ti nh hng. Sarris thngtip xc kh gn gi vi khch hng, v vy khi nhn thy mnh khng th nhra v khch hng c bit ny,ng bt u nghi ngv quyt nh iu tra. ng gi vi cuc in thoi v bit c rng ngi ny nung khp th trn, ri gi vbc bi v lun i cc nh hng phi tr li ng ta 6,89 -la! Hu ht cc nhhng khc u tr tin cho xong chuyn v s tin ny qu nh so vi danh ting c th b hy hoi ca h.Nugp trng hp ny, tt nht bn nn vit mt l th tr li mt cch nh nhng, lch s, nh nhn (theo Cchthc Nhn Qu c trnh by trong Chng 6) v ni r rng bn rt vui lng tr li s tin cho khch theo yucu. Trong mi tnh hung, ng t vn v tnh lim chnh ca v "thng " ny, nhng hy yu cu anhta cung cp bn sao ho n tnh tin hoc vi thng tin c nhn khc bn lu vo h s. Nu mun, bn hygi km mt b th ghi sn a ch ca bn v c dn tem h tr li thun tin hn nu vic phn nn lchnh ng.Smi

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Hy lun lun cnh gic xem c ai li dng vic kinh doanh ca bn bng cc yu sch qu ngkhng... Nhng khch hng khc khi chng kin phn ng ca bn s hiu rng bn lun tn trng khch hngv xem mi phn hi ca khch hnh nh nhng mn qu. Nhng ngi ny s cn nhc k hn khi a raphn hi ca chnh h.

Tom Weir, bin tp vin ca Grocery Headquarters, k li vic anh theo di mt khch hng ang chira om sm, ng ng st khi tr li thng sa m ng ta cho l va mua hi sng sm nhng qu hns dng v sa b h. Ngi qun l siu th c ngi yn v trong phng nhn ra quy tnh tin v p li tht torng khch hng phi lun kim tra hn s dng trc khi mua bt c th g. y l mt v d rt r v sli. Xt cho cng, bao nhiu ngi trong chng ta c kim tra hn s dng mi khi mua sm? Khch hng trthnh ngi chu trch nhim kim k hng ha t khi no th?

khng phi l mt cu chuyn hay ho, nhng Weir a ra mt s cu hi l th xem nhng khch

hng c dp quan st cnh ny nhn c thng ip g. l, liu chuyn tng t c xy ra vi h nu hphn nn siu th ny? Thng hiu ca siu th ny bnh hng nh th no? Khch hng c cho rng ldo chnh sch ca siu th hay khng? Ri Weir cng t ra nhng cu hi lin quan n thng ip m ccnhn vin bn hng s nhn c t cu chuyn trn. H c thy khch hng gin d l v l hay khng? Nung nh vy th u l gii hn m mt nhn vin c th kim ch khng cng kch khch hng?R rng lnhng khch hng khc nhn thy v khch hng ny thiu kim ch, nhng nh Weir ch ra, chc h cng thy vic khch hng phn nn l chnh ng v ng y bi x bt lch s. Nhng ngi ny s bnkhon khng bit liu cng ty c tht s quan tm n vic chm sc khch hng ca h hay khng.

Nu c nhn hoc cng ty c cho rng h thy nhng ngi phn nn c vng nghi ngv c xkhim nh, th ngay lc , khch hng s chuyn sang t th phng th hoc chng tr. T hn na, h s gind bi v khng ni g vi cc qun l cp cao hn ca cng ty m s k cho ht mi chuyn cho nhngngi h quen bit. Lc , bn s khng cn chi bo v danh ting ca cng ty na.

Mt vi ngi thiu k nng giao tip nn khi phn nn, h c th c nhng thi hay hnh vi qu mc.H trng c v cc cn, gin d hoc thm ch hi ngngn. C th h cha bit nh th no l hp tnh hpl. Nh cung cp dch v phi bit cch tp trung vo ni dung ca li phn nn v nhng cm xc c bc l,ch khng xem xt li phn nn c c th hin bng mt cch thc c th chp nhn v mt x hi haykhng. iu ny i hi nhiu n lc t pha cc nh cung cp dch v, nhng mt khi h thc rng li phnnn chnh l nhng mn qu, l lc h bt u t nn tng vng chc nht qun l xut sc mt trongnhng kha cnh kh nht trong quan h khch hng.

CU HI THO LUN

Cng ty ca bn nhn thc nh th no v nhng li phn nn ca khch hng? Nhng quan im khc nhau v li phn nntrong cng ty ca bn l g? Bn ni v nhng khch hng phn nn ca bn nh th no? Bn c xem h l ngi ang mangqu n tng bn khng?

Cng l nhng li phn nn, nhng nhn vin tip xc trc tip vi khch hng v ngi qun l trong cng ty bn nhn nhnkhc nhau nh th no? u l im ni bt ca quan im cho rng li phn nn l c hi lm hi lng nhng khch hng btht vng?

Nhn vin tip xc trc tip vi khch hng trong cng ty bn thng ni g khi h khng th gii quyt vn ca khch hng?H c khuynh hng li cho chnh sch cng ty khng? H thng a ra nhng li xin li nh th no? Nhng li ny gy ra

nhng kiu phn ng no ni khch hng? Nhng bi hc c th m bn rt ra c t nhng khch hng phn nn l g? Cng ty ca bn c nhng cch tip cn no thch hp khuyn khch khch hng a ra phn nn rt kinh nghim? Bn c nghrng cng ty ca bn x l nhng phn nn ca khch hng tt hn so vi cc cng ty khc trong cng lnh vc kinh

doanh? Nu c, cng ty ca bn ang xp th my trong nhm nhng cng ty ny?

Bn c t mc tiu gim bt vic pht sinh nhng li phn nn ca khch hng khng? iu nh hng th no n cchtip cn ca bn trong vic x l li phn nn?

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~ 2 ~

Li Phn nniu bn khng mun nhng buc phi chp nhn, hay l chi ca bn?

Nu bn l bc cha m, c l bn tng nghim khc bo con mnh rng: "Ba/m rt tc gin con v con ckh nng lm tt hn th!" Hoc khi sa pht chng, c th bn ni: "Con phi bit rng, hnh pht ny cnlm ba/mau n hn c con na." Tr con thng khng tin iu ny ngay u, nhng khi c con, chng sc cm nhn khc vi cc phn hi tiu cc chng nhn c hi cn nh. i khi, tr con khin cha m

pht in ln bi v chng khng thc hin nhng g chng ta k vng ni chng. Tr con ni mt ng, lmmt no. Chng thng qun thc hin nhng g chng ha. Chng ni nng ln xn. Vi cng v l nhngngi lm cha lm m, bn ng b qua hnh vi ny nu mun con ci mnh sau ny c mt cuc sng tt pv trthnh nhng con ngi m chng ta c th t ho. iu ny bn nghe c quen khng?

Fred Wiersema, nh hoch nh chin lc kinh doanh v l mt tc gi, nu r mt im th v v vickhch hng bi khi ni rng cc cng ty t hn lm nhng iu rt ngu ngc mi c thnh mt h. ngcho rng: "Ti khng ng vi quan im chung hin nay rng lng trung thnh khng cn tn ti na...Phn ln khch hng c mt s gn kt vi bn n mc kh tin... Nu bn mt mt khch hng, iu cngha l bn tht s i x vi h rt t. C g khng n trong cc tiu chng x ca bn khng? C gkhng n trong nhng mi tng tc ngy qua ngy gia ngi ca bn v cc khch hng khng? Hay mtiu g khc khng n? Bi v tht ra bn phi c x rt t bc th khch hng mi quay lng vi bn."

Nu xt v tn sut nh mt khch hng ca cc doanh nghip, chng ta s nhn thy rng h tht lnhng k xun ngc. Jeffrey Pfeffer, trong cun What Were They Thinking? (Hang NghG?) ca mnh, chorng cc cng ty lm nhng chuyn ngu ngc, chng hn nh xua ui khch hng i ni khc, ch yu l v

h khng m xa g n nhng phn hi ca khch hng. H nghim nhin nhn cng vic c giao v c thlm vic m khng g n tc ng ca cc quyt nh ca h. Horizon Group, mt cng ty t vn qun trngun nhn lc v sn u ngi, pht hin ra rng cc nh bn lnh mt t 25 n 40% lng khch hngrut mi nm. iu ny c ngha l, gi cho kt qu kinh doanh khng bi xung, hu ht cc nh bn lu phi ra sc tm kim n 40% s lng khch hng mi.

C nhiu cch khin khch hng cm thy kh chu hoc thm ch l bin nhanh khi ca hiu ca bn, vmt s cng ty th nghim tt c nhng cch y. Hai trong s nhng cch ph bin nht l pht lcc phnhi tiu cc, hoc x l khiu ni ca khch hng mt cch km ci. Nhiu ngi qun rng nhng li phn nnc x l tt c th to ra nhng mi rng buc khng kht hn na gia khch hng v doanh nghip. ikhi, vn bng trnn n gin khi bn cho khch hng thy rng bn rt qu trng h.

Dch v Nurse Next Door, hot ng Vancouver, British Columbia, Canada, s dng phng php"humble pie"2 (tha nhn rng h cn phi hc hi thm) gi khch hng. Mi khi c sai st, hu gi nkhch hng mt chic bnh to nng nng hi, km theo dng chc vit trang trng: "Chng ti cnhm ln v chng ti xin t li vi ng/ b viu ny". Cho n by gih vn lm nh vy. Theo c tnh,

h gic 90.000 la doanh thu t cc khch hng ny vi khon chi ph ch 1.300 la dng muabnh nhn to, tc 1,4%. Thnh cng ca Nurse Next Door cng khng c g l ng ngc nhin. Trc y ccnh nghin cu chng minh c rng vic qun tr tt nhng than phin ca khch hng c th gip h thpchi ph marketing nhgim bt hot ng qung co. Trn thc t, s tin tit kim c t qung co c thb p cho khon chi ph bi thng cho nhng khch hng cha hi lng v sn phm ca cng ty. Theo likhuyn ca cc nh nghin cu ny, bn khng nn ch tnh phn li nhun trn tng khon phi tr khi ctranh ci vi khch hng, m hy c tm nhn ln hn tc tng ngn sch ca bn.

Nm 2004, chng ti nhn c mt e-mail y phn khch t mt qu ng tham d mt trong cc buihi tho A Complaint Is A Gift ca chng ti. Trong th, ng k v mt c in thoi m ng tr li h bphn giao nhn, v c b phn cng nhau ra ngoi n tra.

2 Humble pie: bnh nhn toSmithNg

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V khch hng rt nng gin v yu cu c phc v ngay tc th. Ri thay, khng c cch no giaohng cho b y vo gin tra ny v c b phn u i ht. B y ra x rng s khng bao gimua mtsn phm no ca cng ty my tnh ny na. Ngi i din im tnh lng nghe v theo nh gi ca ng, vkhch hng ang ri vo tnh hung "tr hon theo kiu vng gi". Cui cng, khi b y vi bt cn gin,ng ni: ", rt cm n b v gi in v cho chng ti bit chuyn ny. Vic ny gip ch cho chng ti rtnhiu. Ti thnh tht xin li v b gp phi chuyn rc ri nh th ny. R rng l chng ti c th lm tthn nhiu. Ti s lm tt c nhng g c th thu xp vic ny ngay lp tc cho b". Mt s im lng ko di tu dy bn kia. ng ni rng vo lc b phn giao nhn quay trli lm vic v gii quyt yu cu ca b y,v khch hng ny nghrng ng y l ngi tuyt vi nht. ng vit: "Nu ti khng p dng B quyt QuTng vo tnh hung ny, khng bit chuyn g xy ra. C l ti s ni linh tinh g lm cho b y cnggin d thm, cn ti chc cng b chong."

Trong nhiu trng hp khc, mt tnh th kh khn li to chi mt cng ty gy n tng mnh mvi khch hng ca mnh. Zappos, mt cng ty bn giy trc tuyn, bit c rng mt khch hng mua byi giy tng m c y, ang m nng v phng cu cha, nhng v m c y b st cn nhiu nn c khngchc cgiy c va chn m mnh hay khng. M c gi qua i khng lu sau khi nhng i giy c gin. Trong hon cnh ny, hin nhin l vic tr li giy cho mt nh bn l trc tuyn ch l cng vic cuicng trong danh sch nhng vic cn lm ngay ca c gi, d Zappos quy nh thi hn tr hng khng mt phch mi lm ngy k t ngy nhn hng. Trong khi , v bit rng kch cca nhng i giy ny ch lphng on, nn mt ngi i din c Zappos tip xc vi khch hng ca mnh v hi xem c y c muntr li i giy no khng. C gi k cho ngi i din v ci cht ca m c v ni rng s tr li giy ngaykhi c th.

Khng hn l ngi ph nang gp chuyn au lng ny c phn nn, nhng hu ht cc khch hngu hy vng rng sc cng ty i x nh nhng ang khi hang ng u vi nhng hon cnh c nhnkhin h kh tun theo qui nh ca cng ty. Zappos quyt nh vo cuc. H sp xp cng ty pht chuynnhanh UPS n nh ngi ph n v chuyn i giy v cng ty, c gi au bun v s qua i ca my v thkhng cn phi t mnh mang giy n cng ty pht chuyn nhanh UPS. Ngy hm sau, Zappos gi ngay mtlng hoa tht ln n nh c. Ngi ph n vit trn mng: "Ti bt khc trc hnh ng ht sc t t cah, v nu khng phi l mt trong nhng iu tt p nht tng xy n vi ti, ti cng khng bit trn icn c iu . V vy... NU BN C NH MUA GIY TRC TUYN, HY MUA GIY CAZAPPOS. Vi nhng con ngi nhn hu nh vy, bn bit r rng h lun l mt i tc ng tin cy".

Mt cu chuyn c tht lm mi ngi phi tht ln mt ting y cm xc sau khi c. Li bnh lunny c post ln mng vo ngy 7 thng 7 nm 2007. Hn bn thng sau, 181 li hng ng cng c aln mng. Phn bnh lun trn c ni kt vi hng ngn trang web khc nhau bi nhng ngi nh gi caoc ch cao p ca Zappos. C n hng trm blog vit v cu chuyn ny v ngay lc ny y bn cng angc n.

Li Phn nn thng cha ng mong mun ca khch hng

Nhng li phn nn ca khch hng mch bo cho cc doanh nghip bit h phi lm th no ci tindch v v sn phm v bng cch y s gip h duy tr th phn. Leslie Byrne ni rng khi cn l gim c Vnphng S v Ngi Tiu dng M (Office of Consumer Affairs - OCA), b c th k ra cng ty no ang lmhi lng khch hng v cng ty no khng, chn gin bng cch lng nghe ni dung ca ng dy h trkhch hng ca OCA, ni nhng li phn nn khng cha mt cng ty no c. B trch dn mt nghin cuin hnh v vic x l phn nn v a ra c kt ca OCA: " khng phi mt ming kh nut nh nhiunh qun l thng ngh, m l mt ngun thng tin qu bu cho cng tc qun tr." B khuyn rng: Hy migim c ca bn trc ng dy nng gii p thc mc ca khch hng ng y bit khch hng ang nghg v chc chn ng y s nhanh chng pht hin ra nhng vic cn lm ngay trong t chc ca mnh."

John David, trc y tng l i din bn hng ca IBM, nhn xt trn phng din cnh tranh: "B quytbn hng chnh l thit lp mt knh lin lc trc tip t no b ca khch hng thng n tai ngi bn hng.Khi hiu r nhng iu khch hng mun v khng mun, nhng iu lm h hi lng hay than phin, bn mic thiu chnh tm nhn sao cho ph hp v lun i trc i th mt bc."Smi

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Eileen McDargh, tc gi v l mt din gi, mun t mua mt ti nc c th bm phng t trongbn tm v c th cha c nhiu gallon3 nc sch. l mt sn phm rt cn thit cho bt k c dn nosng trong vng thng c bo ca Florida. McDargh, sng California, nhn thy sn phm qung co trn tFort Lauderdale News v gi t mua ngay mt ti nh th cho m c ang sng Florida. Sin thoi trongmu qung co khng ng, nhng McDargh nghsn phm ny rt hu dng, nn c kin tr ln mng v tht hng . Khng may l, c khng tht hng trc tuyn v sn phm c gi n mt a ch khc via ch chp nhn thanh ton qua th tn dng ca c. C tm sin thoi cng ty v gi trc tip n . Nhnvin tng i nhc li vi c rng h khng chp nhn n t hng nu sn phm c gi n mt a chkhc vi a ch thanh ton trn th tn dng!

Cng ty ny b qua nhng thng tin rt gi tr khi McDargh gc my in thoi trong ni tht vng.Trc ht, sin thoi min ph b vit sai trong mu qung co ( c tr tin) ca h khng mang li cho

h thm mt khch hng no. Th hai, nh McDargh ni, c rt nhiu ngi dn Florida sng cc thnhph khc. Rt c th khi xem qung co th h khng Florida nhng h li mun mua mt sn phm nh vycho nhng ngi thn ang sng Florida. McDargh ni rng: "Vi cht lng dch v kiu ny, th hi lmsao mi ngi c th tin tng vo sn phm ca hc?" Fred Wiersema ni rng nhng khch hng tngri vo tnh hung ging nh McDargh c th lm bn in ln, nhng chung quy li, hang dn bn ntng lai ca chnh bn. ng gii thch rng nhng khch hng "dn dt" ny nu bn chu lng nghe h sa bn n mt ni m trong tng lai chc chn bn cng s phi n .

Nu cc doanh nghip c th nhn ra v p ng cc nhu cu v mong mun ca khch hng, chc chn hsn sng tr thm tin cho cc sn phm , d h khng ngng ni rng h mua sm da trn s cn nhc vgi c ca sn phm. Khi , cc cng ty s c thm tin dng vo vic nghin cu v pht trin nhng snphm m h bit l sp ng c mong mun ca khch hng. Chu trnh ny nu c lp i lp li t c haipha ngi mua ln ngi bn s lm gim gi thnh sn phm.

Nhng li phn nn ca khch hng cng a n chi hnh thnh nhng mi quan h khng kht nmc kh tin vi khch hng. Khng c nhng mi quan h thuc dng ny s khin cho cng ty d b mtkhch hng. Mt khch hng gi mt bi vit trn blog ca Matt Woodward v mt tht hin nhin: "Bnkhng yu mn nhng cng ty tht s hiu bn sao? Nhng cng ty lun n lc sn sng phc v v c trchnhim i vi tt c khch hng s to ra mt ngha tht s v s tin cy v lng trung thnh.

Jim Norton, khi vit v cc doanh nghip nh va mc ln nh nm sau ma, t ra tic nui v ci giphi tr cho vic h b qua li phn nn ca khch hng. ng m t mt tnh hung kinh doanh gia hai cngty vi nhau m sau nhiu nm vn cn khin ng phi bc bi. Cng ty trc y m ng tng lm vic phm mt li nghim trng lm cho cng ty khch hng ca h xem ra rt bc bi, nhng h khng h phnnn mt li no m m thm quyt nh ngng hp tc vi cng ty ca Jim khi hp ng ht hn. Thng tin nyc pha bn kia gi b mt. Mt nm sau, cng ty ca Norton nhn c mt l th t lut s ca khch hngcho bit hp ng s khng c ti k. Norton buc phi tin rng "Nhng khch hng ni ra suy nghca hv nhng khim khuyt trong sn phm hay dch v ca bn l v h mun bn trnn tt hn. Cn nhngngi khng lm nh th l h mun bn tht bi". ng ni rng l mt khch hng trong mm ai cngmun giao dch, nhng hu qu l ng khng th gic khch hng . ng khng h c tn hiu haymanh mi no cho thy cng ty n sp t b cng ty ca ng.

Mt nhm nghin cu thm d 1.179 ngi mua sm ti cc siu th v pht hin ra rng nhng khchhng hi lng l nhng ngi hay phn nn hn nhng ngi khc. Ri sau nhiu nghin cu mrng khc, hkhm ph ra rng sau khi phn nn, nhng khch hng ny trnn trung thnh hn. Nhm nghin cu cn sosnh nhng khch hng hay phn nn vi cc khch hng c gi l khch hng trung thnh - l nhngngi rt hi lng vi kinh nghim mua sm ca bn thn. H pht hin rng c hai nhm u tng ng vmt tui tc v tn sut mua sm: 45 tui v i mua sm t nht mt ln trong thng. Ni cch khc, nhngkhch hng trung thnh v nhng khch hng phn nn khng khc nhau nhiu. Nu ng nh vy, th khi nichuyn vi mt khch hng ang phn nn, bn hy nghrng y l mt trong nhng khch hng trung thnhca mnh. Tm l ny s gip bn tm ra cch ng x thch hp vi khch hng trong nhng tnh hung nangii.

3 1 gallon = 3,78 lt (M), hay 4,54 lt (Anh)SmithNg

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Mi khi lng nghe kin khch hng, cc cng ty s c thm nhiu tng mi lm cho sn phm vdch v ca mnh ph hp hn vi yu cu ca h, iu chnh kp thi cc quy trnh ni b nhm t tc cao hn v chnh xc hn, hay nng cao cht lng b phn dch v khch hng phc v tt hn. Bn thon xem hng Fort Lauderdale c th bn thm c bao nhiu ti nc c th bm phng (c l h cn tmt ci tn d gi hn cho sn phm ny!) nu h to iu kin cho khch hng c tht hng mt ni vnhn hng bt k ni no khc trn nc M. Vic ny Amazon.com lm rt tt mi ngy. S thay i tuy rtn gin ny li cho thy s khc bit ln gia s sng v ci cht ca mt cng ty.

Trong nhiu trng hp, thng tin t nhng li phn nn ca khch hng khng c chuyn ln cp qunl cao hn trong t chc. Thm ch nu li than phin b ngn cch vi cp qun l c thm quyn bi qunhiu tng nc (nh trong trng hp ti nc c th bm phng, khch hng phn nn trc tip vi nhn vintrc tng i), th cng ty nn thit lp cc knh thng tin nhn ra nhng l hng trong khu dch v khch

hng v nhng khim khuyt ca sn phm. Cch qun l ny cng to iu kin cho nh cung cp dch v cth t tin ni vi khch hng ca mnh rng: "Qu l mt tng hay. Nht nh ti s chuyn tng ny lnban gim c ca chng ti". l mt trong nhng cch d dng nht chng t cho khch hng ca bn thyrng hang ng gp cho cng ty bn.

Hy nhrng cng ty ca bn ang ng trc chi thc hin cam kt ca mnh vi khch hng thngqua vic quan tm n nhng bn khon ca h, d l nhng li phn nn nh nht. Nu chin lc ca bnl xy dng quan h khch hng bn vng th cng ty nn c mt ngi no chu trch nhim gi lin lc vthng bo cho khch hng bit rng tng ca h c thc hin.

Li phn nn: Mt trong nhng Cng c Marketing t Tn Km Nht

Nhng li phn nn c phn hi trc tip chnh l con ng hiu qu nht v t tn km nht lythng tin v thu hiu nhng k vng ca khch hng i vi sn phm v dch v ca bn. Cc phng phpkhc, tn km hn v t trc tip hn, bao gm vic xem xt k vng ca khch hng trong cc ngnh kinhdoanh tng t; tin hnh nghin cu da trn cc giao dch nh s dng nhn vin mua sm b mt hocnhng kim ton vin bn ngoi; v nhng nghin cu lin quan n kh nng thu hiu k vng ca khchhng, nh thit lp cc nhm khch hng trng tm. Trong giai on nghin cu, nhng phng php nykhng gip bn to thm mi quan h vi khch hng. Thm na, trong khi cc cng ty ln c kh nng chi trcho vic thc hin nhng nghin cu trn, th cc cng ty va v nh nn da vo khch hng nm bt suynghca h v sn phm v dch v ca cng ty.

Trong hu ht cc trng hp, khch hng s khng chng a ra nhng tng mang tnh t ph chobn. H s khng gi ln hnh nh ca chic Toyota Prius hybrid, h khng nghra chic iPhone hoc iPod, cptai nghe chng n Bose hay Segway. Sng to l cng vic ca b phn nghin cu v pht trin (R&D Research & Development). Nhng phn hi ca khch hng c th gip tinh chnh cc quan nim v sn phmdnh cho mt phn khc khch hng nht nh. (Mt v d rt hay: ti nc c th bm phng c tht tnli d nhn din tnh nng hn l ti cu h bo.) Richard Branson, lm vic ti hng hng khng VirginAtlantic, ni rng ng nhn c nhiu tng rt kh thi nhlng nghe cc hnh khch i my bay ca hng.V d, tng trin khai dch v mt-xa trn my bay n t ngi xoa bp ca vng, ngi bay cng htrong mt chuyn bay.

Hn na, cc doanh nghip c th s khng bao gihiu c nhu cu ca khch hng cho n khi u xy ra tnh trng hng hc sn phm hoc dch v km cht lng. Khch hng ch c th gi nhng than phinca hn cng ty sau khi sn phm c pht minh v em bn hoc dch v c cung cp. Chnh vvy bn phi sn lng lng nghe v sp t nhng b phn c kh nng tip thu kiu phn hi ny pht trinsn phm, dch v ca bn. Cng ngh my tnh chng hn, pht trin nhanh v mnh nhvo cng sc cangi s dng (thng qua phn hi) cng ngang bng vi cng sc ca cc ng ch ca n.

i vi cc ngnh kinh doanh cn thch ng ngay vi s thay i nhanh ca th trng, vic lng nghe vnhanh chng phn hi n khch hng gip hp ng kp thi cc k vng ca khch hng. V d nh cc cahng tin ch thng by bn cc mt hng c nhu cu tiu th cao ch trong vng vi thng. Nhng li phnnn ca khch hng nh Sao ng/b li khng bn mt hng...? ngay lp tc chuyn ti thng tin rng nhu cutrn th trng ang thay i nhanh chng. Cc ngnh kinh doanh t chy theo xu hng th trng cng hcc bi hc ny. Nghin cu th trng c th xem l tnh nu so snh vi vic phn nn, v ng, nu so snhSmi

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vi th trng. Bn th xem bao nhiu ln trong nhng li phn nn ca ring bn thc s cha ngmt tng tch cc i vi cng ty. Nu c, bn hy tip tc t hi tng c c chuyn n mt ngic thm quyn v c thc thi trong ni b cng ty khng. Kh nng thng l khng.

Sau y l mt v d rt in hnh cho thy vic lng nghe khch hng quan trng nh th no. Nm 1985,Coca-Cola b gii bom trn cc ng dy nng 1-800-Get-Coke ti tr schnh ca hAtlanta bi nhngli than phin v phn i ca khch hng khi hng quyt nh thay th New Coke bng th m ngy nay ngita gi l Coke Classic. Coca-Cola nhanh chng phn hi cho cng chng ang gin d, xoa du nhng khchhng ang sng st v ngn chn c mt v l khng l tim n. Khi mt cng ty ch ch n kt qunghin cu th trng th c th h ch nghe c mt phn ca cu chuyn. Sau s c, Coca-Cola nghincu ton din hn v New Coke.

Mt trong nhng cu chuyn ph bin nht v nhng kinh nghim dch v khch hng yu km thng l

ti c bn tn nhiu nht trn cc bn n ti l cc trung tm chm sc khch hng qua in thoi thungoi.

Alan Angelo, mt ngi iu hnh tng i ti trung tm chm sc khch hng qua in thoi ca cng tyAfni Tucson, Arizona, ni rng: "Nhiu cng ty chy theo nhn cng gi rhi ngoi. Nhng h khng nhnthy c mc cht lng phc v m cc khch hng M k vng. Hin cc cng ty hng u ang manghot ng ny trv thc hin ti M." Hu ht chng ta u cm thy tht d chu khi tip xc vi mt ai c cng ging ni, cng nn vn ho vi chng ta. Khch hng kh chp nhn vic phi ni chuyn vi mtnhn vin dch vn gii quyt vn trc trc ha n v ri b chuyn n mt ngi khc Philippines lm r cu hi m trung tm chm sc khch hng qua in thoi ti n khng th gii p.Chm sc khch hng khng phi l mt cm t bng dng xut hin khi c vn xy ra. Albert Eistein tm tt iu ny tht tinh t: "Mt s tht hin nhin l cng ngh vt khi tnh nhn bn ca con ngi."

Vo nm 2007, xu hng s dng lao ng thu ngoi thc hin khu quan yu ny trong dch v chmsc khch hng dng nh c mt bc ngot ln. Nhiu cng ty M bt u nhn ra rng hang b mtkhch hng v p dng m hnh ny. Dell Computer mang b phn h trk thut i vi khch hng cngty trv M sau khi nhn c mt s lng li phn nn qu ln v cht lng phc v.

Toyota Financial Services v Zappos l hai trong s cc cng ty kin quyt khng s dng dch v chmsc khch hng thu ngoi. H tiu hnh mt cch rt xut sc cc trung tm chm sc khch hng qua inthoi ca mnh v b p chi ph hot ng ca cc trung tm ny qua vic gia tng mt lng ln khch hngmi bng chnh cht lng dch v vt tri ca mnh.

Cc chuyn gia marketing thng tnh ton phn tch nhng iu h cho l quan trng bng cch tp hpcc phn hi ca khch hng vo mt biu nh gi. V d, vi cc khch sn th phng c phi sch s v nhnvin phc v phi thn thin v khch hng mong i nhng iu ny. Tuy nhin, yu cu cao hn na l phngc phi thc s yn tnh, n bn phi sng v c t ngay bn cnh ging ng, ng h bo thc phi dci t khch c th yn tm c sch cho n khi ng thip i v bit chc rng h sc nh thc nggivo sng hm sau. Khng may l, nhiu khch sn hu nh khng quan tm n sng ca bng n hoccch thc s dng ng h bo thc c n gin hay khng, thm ch h cn khng xem cn phng c yntnh hay khng. Ngoi ra, h cng khng quan tm n cch in trong cc menu hoc cc bng hng dn xemcc sin thoi trc tip ca khch sn c ln khch hng c thc r hay khng. Gi m khch snchu lng nghe nhng li khch phn nn, v c nhng li khen ngi ca khch hng, th h c c rtnhiu tng tuyt vi. Kt qu nghin cu th trng c them li nhng thng tin ny nu c tin hnhng n v cn thn, nhng nhng li phn nn s ch ra tt c trong chp mt.

Bn cnh vic ku gi hn ch cc khim khuyt ca sn phm v cc sai st ca dch v hay cc qui trnhlm vic yu km, cc khch hng hay phn nn l ngi cnh bo cho cc nh qun l v nhng li con ngiti quy tip tn. Khch hng thng l nhng ngi u tin nhn ra hnh nh ca mt cng ty b lm xu ibi chnh nhn vin ca h. Thc ra, cc nh qun l c th khng bao gibit v si x t hi vi khchhng nu chn gin quan st nhn vin khi hang lm vic, bi v nhn chung mi ngi u lm vicnghim tc hn khi c mt qun l ca h bn cnh; hoc khi h bit rng cc cuc ni chuyn in thoi uc ghi m li.

Gi tr ca mt khch hng gn lin vi cuc i mua sm ca hSmithNg

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Gic mt khch hng l rt kh, nhng nh mt h th v cng d. C v s s liu thng k cho thynu khch hng tin rng nhng li phn nn ca hc n nhn v c phn hi, gn nh h lun quay limua hng. Hn na, i vi nhng khch hng thn thuc, bn khng ch d phc v h hn v h bit cch lmcho nhu cu ca mnh c p ng; h bit r sn phm, nhn vin v c h thng qun l ca bn.

C th bn cho rng nhng khch hng thng chn loi dch v hoc sn phm gi thp th khng mangli mt khon doanh thu ng k. Thm vo , khi h than phin viu g th nhng khch hng khccng b li ko vo v n bn. Vim ny, bn cn c mt tm nhn di hn hn. Nu trung bnh mtkhch hng mi thng mua mt cun sch tr gi 20 la trn Amazon.com, tng s tin h s tr cho Amazonl 240 la mt nm v c kh nng l h s tr 10.000 la trong sut cuc i mnh. Gi mi ln git iqun o ch 10 n 15 la. Tuy nhin, sut mt i ngi, mt khch hng c th d dng tiu ht 30.000 la cho cng vic git i hp ty ny. V con s ny cha tnh n s lng bn b hoc h hng ca mt v

khch hng hi lng sc gii thiu n bn. Mt ngi ni tr thng chi khong 25 la vo mi cuitun cho bnh pizza v soda, sau 4 nm sem li khong 5.000 la cho cng ty no may mn gi chn ckhch hng ny. Khi xy ra s c vi khch hng, nu nhn vin bn hng ngh rng v khch hng ny angmua 5.000 la bnh pizza, chc chn h s c mt phn ng khc vi vic h ch nhn thy mt ngi khchbnh thng bc vo v mua mt chic bnh pizza bnh thng. Nhng ngi bun xe hi cng phi ch n iu ny. Mt ngi M c thu nhp trung bnh chi tiu khong 250.000 n 350.000 la cho xe hi trongsut cuc i h. Nm c iu chc chn s lm nhn vin tip xc khch hng bit cch phi ni chuynnh th no vi cc khch hng trung thnh hay khch hng tim nng ca mnh.

Mt s ngi xem vic bn hng nhiu hn cho cc khch hng thng xuyn l th phn theo s lngkhch hng (customer share); cn th phn(market share) l bn sn phm cho cng nhiu khch hng cng tt.i vi hu ht cc cng ty, khong 2/3 doanh s l do khch hng thng xuyn mang li. Nhn vin phc vti cc ca hng t nht u c th nhn din c u l khch hng thng xuyn ca h, nhng iu cha khai thc ht tim nng ca nhng khch hng ny. V d, u nhng nm 2000, khch hng trc tipmua sm ti ca hiu Staples trung bnh chi khong 600 n 700 la/ nm. Nhng nu v khch hng cngng thi mua hng qua catalog ca Staples, ngi y s tiu gp i con s. Nhng ngi mua sm bngcc hnh thc nh qua catalog v trc tip ti ca hiu, ng thi mua hng trn mng s chi tiu mt s tingp bn ln so vi ngi ch mua sm ca hiu. Chnh v doanh thu m mt khch hng n l c th mangli qua cc loi hnh mua sm l rt ln, v v khng ai c th xc nh c gi tr thc s ca mt khch hngbng cch quan st b ngoi ca h, nn mi than phin ca khch hng u phi c x l mt cch cn trngv nhanh chng.

Mt kho st ca hng IBM cho thy nu nhng khch hng n than phin v ri khi cng ty m vncha c gii quyt tha ng vn ca mnh th ch c cha y mt na trong s h s quay trli. Nicch khc, nu khch hng cm thy vn ca hc gii quyt thong, hu nh tt c hu cho cngty mt chi bn hng ln na. C sau mi nm c gi chn li, cc khch hng thn thit li mang v nhiuli nhun hn cho cng ty bi chi ph marketing c phn b trn doanh thu di hn. Robert LaBant, Ph Chtch cp cao ph trch bn hng v marketing khu vc Bc M ca IBM, ni rng i vi IBM, "mi phn trmtng gim trn thang im ghi nhn mc hi lng ca khch hng tng ng vi 500 triu la doanh thutng hoc gim xt trong thi hn 5 nm." ng ni rng pht trin mt b phn khch hng mi, IBM phib ra mt khong chi ph gp t 3 n 5 ln so vi chi ph duy tr nhng khch hng hin c.

Khi Vonage, mt cng ty in thoi VoIP (voice over internet protocol - in thoi internet) tin hnh cphn ha, h cung cp thng tin cho y ban Chng khon Hoa K v t l khch hng khng hi lng l 2,11%mi thng vo thng 3/2006. iu ngha l c 77.000 khch hng chm dt s dng dch v ca h trongba thng u nm 2006. Vonage nhn thy cn phi chi ph cho hot ng marketing thu ht 77.000 khchhng mi trong mi qu nhm trnh tnh trng st gim doanh thu. Vonage buc phi bo co nh sau: "Do ,nu chng ti khng th gi chn khch hng hoc buc phi chi tiu vt qu ngn sch tip th cho php thu ht s lng khch hng mi th chc chn doanh thu s b st gim v khon l s tng ln". Vonagekhng cp n vic h gi chn khch hng thn thit ca mnh nh th no, nhng h c ni n "mtkhon tin ln" m h phi chi ra mang v cc khch hng mi. V cc nghin cu v hnh vi mua sm cangi tiu dng cho chng ta thy rng mt t l kh cao cc khch hng ri b cc cng ty do vic x l yukm nhng li phn nn ca h, nn vn t ra l c cch no gi chn khch hng hiu qu hn so vivic chn thun x l nhng than phin ca h?Smi

thNguyenS

tudio.


27/31

t Mc tiu Ct Gim S Lng Li Than Phin ca Khch hng - Li bt cp hi

Cc cng ty cn khch l nhn vin tm kim li phn nn hn l c gng lm gim bt nhng than phinny. Nu mc tiu ca cng ty l li phn nn trong nm nay phi t hn nm trc th vic t c mc tiuny d dng hn bn tng rt nhiu. Nhn vin s nhn mi thng ip t pha khch hng nhng n gin lh s khng bo co ln cp trn. C bao nhiu ln bn vit mt li phn nn v a cho nhn vin tip tn camt khch sn v t hi khng bit li phn nn ca bn c c chuyn n bn tng gim c hay khng?Nhiu ln chng ti gp phin phc khi in vo phiu ghi nhn kin khch hng ti cc khch sn. Chng tinh du vo th hin mong mun nhn c phn hi cho li phn nn ca mnh, nhng cui cng khng

nhn c g c. Nh vy, hoc khch sn khng x l tt nhng phn nn ca khch hng, hoc li phnnn ca khch hng khng bao gic chuyn n ng ch. C ln, trong khi ri khi quy tip tn,Janelle th lic nhn li v tht s nhn thy nhn vin khch sn x toc cc phiu yu cu phn hi ca b.

C th mun lm gim bt nhng li phn nn t pha khch hng xut pht t tuyn b: "Chng tikhng bao ginhn c bt k than phin no t pha khch hng". David Powley, mt kim ton vin chuynv Chng nhn ISO 9000, ni rng khi nghe cu ni , ng nghn mt cng ty khng bit cch nhn dinu l nhng phn nn ca khch hng cho d khch hng c ni thng nhn xt ca mnh vo mt h". Nhnhiu nh nghin cu khc, Powley cho rng "khng c bt ng " khng c ngha l khng c phn nn. Dkhng c ni ra bng li, nhng cc kin u rt quan trng.

t mc tiu gim bt s lng li phn nn ca khch hng c th dn n vic nh mt gi tr ca mtdch v khch hng xut sc. Mt trong nhng nh sn xut xe hi hng u th gii ch sn xut mt s lngxe va cung cp cho cc i l qua thu thp thng tin t cc khch hng va mua xe mi. Th ri mivic din tin nh th no? Trc tin, nhn vin bn hng s lch s xin php khch hng cho h thc hin mtcuc kho st nho nhnh gi kinh nghim s dng xe ca h. Ngi bn hng t cu hi: "L do g khinng/b khng cho chng ti ton bim 5 cho cc cu hi?"; hoc, "Sao ng khng a biu mu n y ti in gip ng nh, nh vy s rt tin cho ng!" Mt s nhn vin khc thm ch cn thng thng hn:"Chng ti c nhng im 5 ca ng th cng ty mi sn xut xe bn". Khi chng ti ni vi nhn vinbn hng rng chng ti khng th cho im hmc tuyt i, h lin mua chuc chng ti bng vic thaydu nht min ph hoc tng mt bnh xng y, v c ln l c mt b v xe mi hon ton. Nim vui va tumt chic xe mi bng dng b hoen bi nhng mnh khe chng hay ho g ca cc nhn vin bn hng. Vth, cc cng ty cn suy xt cn thn gia li ch thu c t cc bng thm d cht lng dch v v mc tiugim bt s ln than phin ca khch hng. Cc nhn vin dch v khch hng lun c nhiu cch khc nhau em v cho bn nhng con s m bn mong mun.

Mt thi gian ngn trc khi Pan Am (Pan American Airways) c bn cho United Airlines, mt nhnvin phc v trong lc bc tc gi mt bc th cho tng bin tp ca mt tbo, rng dch v ca Pan Am xung cp trm trng n mc giy khch hng khng cn mun ku ca g na. S l mt chic Boeing747 ca Pan Am chy mt on khch i ngh sut tun Club Med. My bay n khu ngh mt tr mtngy so vi dnh v qun ch theo ton b hnh l ca khch! Theo li ca cu nhn vin Pan Am ny,tuyt nhin khng mt hnh khch no trn chuyn bay than phin g c.

i khi, vic gim bt li phn nn c th l du hiu ca mt xu hng tch cc. Trong nhng trng hpnh vy, nhiu cng ty s thng k s lng li phn nn m h nhn c v mt vn c th no . V d,cho n thp nin 1980, Brooks Brothers lun c nh gi l mt hng qun o cht lng cao. Ri sau nhn s ca ban qun tr thay i ba ln. Cc v ch tch cui cng, Marks v Spencer, xy dng cc phngphp ci tin cht lng mi v ghi nhn rng s lng li than phin v cht lng sn phm ca cng ty gim t 25% xung cn 5%. l mt kt qu tuyt vi. Tuy vy, Brooks Brothers ch bit rng li phn nnv cht lng sn phm gim xung, nhng nhng con s khng phn nh c chnh xc nhng gkhch hng ang nh gi v sn phm ca h.

Nm 2003, Adelphia, mt nh cung cp dch v truyn hnh cp, nhn c nhiu li phn nn (c ghim li) nht tu Los Angeles. Th l h tp trung gii quyt cc s c c th c lin quan v mt nm sau gim bt 54% s lng li phn nn. Mt trong nhng l do em li thnh tch ny l song song vmc tiugim li than phin, cng ty cng t ra mc tiu ci thin cung cch giao tip vi khch hng. Ti LosSmi

thNguyenS

tudio.


28/31

Angeles, iu ny ng ngha vi vic phi thu cc nhn vin i din dch v khch hng ni ting Ty BanNha sn sng lm vic 24/7, tc 24 gimt ngy v sut 7 ngy trong tun.

tha mn khch hng, bn phi nhn ra nhng li phn nn bn giu

Cng c lc, li phn nn khng n c vi cc cng ty do ccu t chc kinh doanh ca h. Bn phit ra tht sng to c th nghe c mi li phn nn ca khch hng. V d, nhiu cng vin vui chi gii trthu dch v bn ngoi thc hin mt s khu quyt nh trong hot ng kinh doanh ca h. Mt cng vin cth k hp ng vi nhiu nh thu ph trong lnh vc n ung dn sc cho vic qun l chung trong cngvin. Kt qu l, nhng than phin v dch vn ung gim xung, hoc ch t cc bo co tng hp khiu nica khch hng v dch vn ung c chuyn ln ban qun tr cng vin cng gim i (l do l cc li than

phin ny do cc nh thu ph tip nhn v gii quyt). ng gc l ngi n vui chi trong nhng cngvin ny, mt chic bnh b kp xc xch km cht lng hoc li c x khng thn thin ca mt ngi bnhng no vn thuc v trch nhim ca cng vin. Hu bit rng nh hng khng cn chu s qun ltrc tip ca cng vin. V pha cng vin, h hu nh khng bit g v s tn ti ca nhng dch v ti t nhvy nn cng khng th chn chnh vic c.

Mt vi cng ty tin hnh kho st mc hi lng ca khch hng v bit thm nhiu iu c lin quann nhng li phn nn ang bn giu u . y l mt tng hay. Nhng ai s tham gia vo nhngkho st nh th ny? Tr khi cng ty t ra mc tiu tham kho kin ca nhng khch hng c trc ytng mua sm, cn thng thng nhng ngi c thm d ch l nhng khch hng hin hu, nhng ngivn cn cm thy hi lng vi cng ty mc chp nhn c. Cc cuc kho st mc hi lng ca khchhng khng h khng a ra bt k thng tin no c lin quan n nhm khch hng bt mn ca bn. Kt quca cc cuc kho st c th cung cp cho bn vi tng, nhng bn cn phi tm kim nhng khch hng ri b bn bit l do ti sao h bi. Ch nh vy th cng ty mi c th tm thy c nhng mn qutht s.

Nu cc cng ty ch ch trng n nhng ngi thng hay phn nn m khng tm kim nhng phn hit cc khch hng khng h phn nn th h khng th c c mt bc tranh hon chnh v nhng ngikhng hi lng hoc khng bit c l do ti sao h li khng hi lng. Nhng ngi ni ra li phn nnkhng i din cho i a s nhng ngi c nhng li phn nn n giu trong lng m khng ni ra. Nichung ti M, nhng ngi hay phn nn nht l nhng ngi n ng da trng tr tui, nn np v c thu nhptrn mc trung bnh. H l nhng ngi khng thch mua sm ti mt ca hng cnh no c. Chng hn, hkhng phi l mt khch hng trung thnh ca McDonalds.

Cnh gic trc nhng li r tai truyn ming v hnh vi phn nn

Hon ton c th hiu c v sao cc cng ty lun rt quan tm n nhng g cng chng ni v h. Nhngli khch hng r tai nhau c th mang li thnh cng hoc tht bi cho mt doanh nghip hay mt sn phm.Mi khch hng ri b bn trong s bt mn l mt mi e da tim tng trong mt th trng vn rt nhy cm

trc nhng li than phin.Nhng li phn nn c th mang li lch hoc gy tn hi cho cng ty ca bn theo ba cch sau:

1- Ngi ta d tin vo mt li gii thiu mang tnh cht c nhn hn l nhng tuyn b hng hnca mt nh qung co.

Mt nghin cu ca General Electric pht hin rng li gii thiu t nhng ngi quen ca khch hng ctrng lng gp i nhng mu qung co y mu sc v s dng nhng t ngao to ba ln (nhng khtin). C l bn c ln nhn thy mt ngi gn nh quyt nh mua hng bng i khi ngi khch ngbn cnh th thm: "Ti s khng mua ci u. Ti cng c mt ci ging nh vy, n d vlm! (hoc d bphai mu, hoc xung cht lng ch sau mt ln mc, hoc sn phm khng vn hnh theo li nh sn xut,hoc bn c th mua mt ci tng t vi gi r hn mt ni khc)". Nhng v khch hng s mua ngaynu ngi kia ni: ", ti c mt ci nh th ny, rt tuyt! Ti thch n lm. Ch bo hnh rt tt. C muai, bn s khng phi hi hn u!"Smi

thNguyenS

tudio.


29/31

Mi mt tin n xu v mt doanh nghip sau nhiu vng truyn ming s khin cho h kh vt qua cchot ng tip th hn. Ngi ta sn lng lng nghe li khuyn ca mt ngi bn tt, hoc thm ch ca mtngi hon ton xa l, hn l tin vo mt chin dch qung co tn km hng triu la. John DiJulius, ngiqun l ca John Robert's Spa Cleveland, Ohio, ni v nhng vic lm nhm to ra nhng tin truyn mingtch cc mi khi khch hng c bt k phn nn g. Mt khch hng vo tim nhum tc v phi ra v vimt b qun o b vy bn bi thuc nhum. DiJulius chn thnh xin li v gi cho c y mt tm ngn phiu c mua li mt b qun o mi sau khi nhng vt bn c mang i git ty m vn khng sch. ngcng tng khch hng n mt ln lm mt v lm mng tay min ph. DiJulius c tnh rng ca hiu ca ng c thm ba mi khch hng mi qua c chp ny, v cho n by giv khch hng vn u nn s dng dch v ti John Roberts. C y ni: "Lc , ti nghmnh s khng bao giquay li ni y.Nhng by giti li khng bao ginghn vic i n mt ch no khc."

Li truyn ming tiu cc thm ch cn tc ng n c mt ngnh kinh doanh. Chng ta th nhn vongnh bo him. Hnh nh ca ngnh ny M hin nay ang mc km ci cha tng thy. Vin Gallup nhnthy rng hu ht hai phn ba khch hng c hi kin u tin rng cc cng ty bo him u tnh ph bohim qu cao cho cc ch xe hi, ch nh, v cc ch th hp ng bo him thuc nhm doanh nghip. VinGallup cng pht hin mt con sng kinh ngc l c n 61% ngi M tin rng li nhun trong ng

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