Nghệ Thuật quản lý khách hàng

Ngh p thua t

Q u a ni y

Khac h han g

NHA XUAT BAN LAO BONG - XA HOI

NGHE THUAT

QUAN LY KHACH HANG

QUfi N L Y KHfiC H HfiN Q

CHINH PHUC KHACH HANG TIEM NANG

HO NHAN

(Bien soan)

THU VIEN KHOA HOC KY" THUAT

BUU DIEN

PHU BAN:

NHA XUAT BAN LAO DONG XA HOI

Su phat trien manh me cua khoa hpc ky thuat, va su

canh tranh khdc liet cua thi trudng, lam cho giai doanh

nghiep hien nay dd ddt minh trong thdi dgi td'c dp cua

cdc hinh thuc sdn xuat, thu thdp, xu ly, chinh hpp, phdn

hoi, quyet sdeh thdng tin. Quan niem vd md thuc quan ly

khach hdng ra ddi vd phat trien dua tren Pd'i canh ldn

nay, hon nua cung vdi su phdt trien xu the nay dd trd

thdnh mpt de tdi ndng Pong ve ITnh vuc marketing vd

quan ly trong may nam gan day.

Tren thuc te, vdn de can gidi quye't trong khdu quan

ly khach hdng Id: tren thuong trudng linh hoat, khan

chuong, chat luong tdt, gid re, doanh nghiep phdi lam

the ndo mdi cd the cung cdm nhdn dupe nhu cdu thay

ddi nhanh chdng cua khach hdng vd dua ra phdn ung

kip thdi. Dudi dp luc ndng ne cua khoa hpc ky thudt

thdng tin, doanh nghiep phdi ddi phd nhu the ndo de

chien thdng trong vdng xoay cua nen kinh te toan cdu

hod.

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Trong the gioi ngdy nay dai da sd cdc doanh nghiep

thdnh cdng deu Id nhung doanh nghiep the hien dupe

ndng luc khdc diet, vupt trdi trong viec phdn diet vd dap

ung dung nhu cdu cua khach hdng. Xet tren phuong dien

cua nhung nhan vien quan ly cao cap, viec xay dung mdi

quan he lau ddi vdi khach hdng chu yeu Id diem mdu

chdt de cd the giup doanh gnhiep ludn Id ngudi chien

thdng trong thj trudng ndng ddng, day sue sdng. Vi vay

hp dang nd luc phat trien doanh nghiep cua minh theo

hudng lay khach hdng Idm trung tdm, viec phat hien, thu

hut vd giu chan khach hdng trudc khi doanh nghiep ddi

mat vdi thj trudng trong su cgnh tranh quyet liet, dien hod

khon ludng dd trd thdnh mdt vd'n de ngdy cdng duoc

cdc doanh nghiep quan tdm, chu trpng, vi vdy viec dp

dung cdc khdi niem ve quan ly khach hdng cdng trd nen

hpp ly hon. Do dd, ngay cd Id d cdc qudc gia cd nen kinh

te phat trien khdc, tinh hinh thuc te cua cdng tdc quan ly

khdeh hdng cung khdng he Igc quan, dieu nay cd the

khien cho chung ta cam tha'y ngac nhien. Thuc chdt

nguyen nhan chu yeu Id trong rd't nhieu doanh nghiep,

cdng tdc quan ly khach hdng chi dupe coi Id ung dung

cua mdt loai ky thuat mdi noi len md thdi, tham chi cd

nhieu doanh nghiep dd bd ra mdt sd vdn ldn de mua vd

cdi dat cdc phdn mem tien tien ve quan ly khach hdng

md van khdng the dat dupe hieu qud that su. Trong thuc

tien thuc hien cdng tdc audn ly khach hdng, rd't cudc

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phai lam nha the ndo de cd the gidi quyet nhung vd'n de

nay?

Trong cud'n sdeh nay, chung tdi dua theo kinh nghiem

rut ra sau nhieu nam Idm cdng tdc tu vd'n quan ly khach

hdng, md ra hudng di rieng, xua't phat tu quan niem ve

quan ly khach hdng trpng tdm, tu mpi gdc dp cua cdng

tdc quan ly nha md'i quan he vdi khach hdng, lien ket to

hpp khach hdng, quan ly khach hdng ldn, md'i quan he

vdi cdc dai ly ban budn, quan ly nhdn thuc ve khach

hdng, djch vu kinh doanh, xay dung che dp quan ly cdc

nguy co de trinh bay tudng tdn mdt cdch cd he thd'ng ve

su khdc biet tren tdt cd cdc phuong dien dapc de cap

den trong qud trinh thuc hien quan ly md'i quan he vdi

khach hdng.

Cud'n sdeh nay cdn trinh bay khdi niem ca bdn ve

quan ly khach hdng ldn, Idm the ndo de phdn biet khach

hdng ldn, Idm the ndo de thuc hien td't cdc cdng viec vdi

khach hdng ldn, Idm the ndo de nuoi dudng, tdng cadng

dp gdn bd vdi cdc khach hdng ldn, cung cap cdc khdi

niem, quy trinh, nghe thuat vd phuong phdp gidi quyet

rd't td't cho viec thuc hien cdng tdc quan ly khach hdng

ldn cua cdc doanh nghiep.

Ve mat ly ludn cua viec xay dung che dp qudn ly

nguy ca, chu trpng trinh bay rd cdc giai doan vd ddc

trang tuyen truyen ve nguy co, loai hinh cua cdc nguy co

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doi vdi doanh nghiep, gidi quyet nguy co, cdc diem trpng

yeu trong qudn ly nguy co, nguy co chung, tdng ket nguy

co vd ke ra mdt vdi vl du thuc te ve viec Ong phd trade

cdc nguy co.

Hy vpng rang cud'n sdeh nay se giup Ich cho cdng

viec cua ban!

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Chuong 1. Moi quan he voi khach han;

Chi/ONq 1

MOI QCJfiN HE V0I KHfiCH HfiNG

1. KINH DOANH DUA TREN MOI QUAN HE LA Gi?

Til "kinh doanh dtfa tren moi quan he" dau tien do hoc

gia ngiidi My Blair de ra, ong cho rang kinh doanh dtfa tren

moi quan he la mpt loai sach hide, co the bao gom sach hide

dich vu, dinh gia moi quan he va kinh doanh npi bp. Nhieu

hpc gia cho ring kinh doanh dtfa tren moi quan he la moi

quan he giiia ngtfdi mua va ngtfdi ban, loai quan he nay hinh

thanh tii su" lien ket cua cac ddu moi khac nhau, van de la

dinh nghia nay thieu chieu sau, no chi la stf giai thich ve mat

til ngQ. Dau moi chi la mpt bp phan khach quan cua moi

quan he, con nhdng bp phan chu quan hoac nhiing bp phan

thupc ve tinh cam lai khong diidc de cap nhieu trong nen van

hien cua viec kinh doanh dtfa tren moi quan he d phtfdng Tay.

Nam 1985, Barbra Jackson dtfa ra quan niem nay trong

linh vtfc kinh doanh thi trtfdng nganh san xuat. Ong cho

rang: "Kinh doanh diia tren moi quan he la chi viec gianh

diidc, xay dung va duy tri moi quan he lau dai, g^n bo chat

che vdi cac khach hang cua nganh san xuat."

Mot bac thay ve kinh doanh Kotler tung noi: "Trong the

ky mdi day bien dpng nay, Uu the canh tranh duy nhat ma

doanh nghiep co the duy tri la moi quan he tot dep cua doanh

nghiep do vdi ngtfdi tieu dung, cac doi tac lam an va moi

quan he vdi can b6 cong nhan vien trong cong ty."

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Rghe thuat quan ly hhaeh hang

Tren thu'c te, kinh doanh dtfa tren moi quan he chinh la

cac hoat dong nhan biet, xay dtfng va duy tri, ciing co moi

quan he gitfa doanh nghiep vdi khach hang va vi nhtfng

ngtfdi mang lai ldi ich co lien quan khac.

Thtfc chat cua viec kinh doanh dtfa tren moi quan he la

moi quan he phi mua ban dtfdc xay dtfng tren cd sd cua moi

quan he mua ban, nham dam bao cho quan he mua ban co

the tiep tuc khong ngtfng dtfdc xac lap va nay sinh.

Nhiing con co mpt so chi tiet van chua dtfdc lam ro, vi du:

Thtf nha't, moi quan he cua kinh doanh dtfa tren moi

quan he dien ra sau khi giao dich hay trtfdc khi giao dich.

Trong dinh nghia dtfa ra ttf "xay dtfng", nhtfng trat tii

trtfdc sau lai khong ro rang. Diem nay dtfdc dtfa ra la vi van

hoa Dong Tay thtfdng co each nhin khac nhau doi vdi viec

xay dtfng moi quan he. NgUdi phtfdng Tay da so thtfdng tien

hanh lam an trtfdc roi sau do mdi xay dtfng cac moi quan he

tU viec kinh doanh do, "kinh doanh" noi den d day chinh la

chi "giao dich". NgUdi phUdng Dong thi ngUdc lai, thUdng la

ket ban trtfdc roi sau do mdi kinh doanh. Trong dinh nghia,

"ket ban trtfdc" la xay dtfng moi quan he, khi do giao dich

van chua dien ra, nhu vay thi co dUdc xem la kinh doanh diia

tren moi quan he hay khong? Gia du neu ctf coi la nhtf vay

thi hinh thtfc nao co hieu qua va hdp ly hdn?

ThU hai, dinh nghia van nham vao cac hoat dong xay

dtfng, phat trien va duy tri moi quan he, vi vay van chtfa

vtfdt khoi cai khung ma d do moi quan he dtfdc coi la sach

hide.

Khong the chi khi nao muon dat dUdc muc dich nao do

mdi bat dau xay dUng moi quan he, bdi vi cac moi quan he

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Chuonfi 1. Moi quan he voi khach hanfl

c4n phai xay dting phuc vu cac muc dich khac nhau thi cung

khong the giong nhau, yeu ciu ve thdi gian dai ngan cua moi

mo'i quan he mot khac. Quan he theo each noi cua chung ta

tren thiic te dong thdi ciing chinh la phtfdng phap va muc

dich.

Khi no la phtfdng phap thi ngtfdi ta hy vong thong qua

moi quan he do de cuoi cung co the tien hanh cong viec giao

dich, day cung la "sach ltfdc" theo each noi cua ngtfdi phtfdng

Tay.

Khi no la muc dich, xay dtfng mdi quan he chinh la hy

vong co the tan dung va dtfdc htfdng ldi ttf moi quan he do,

htfdng ldi ttf cac dau moi cua moi quan he, htfdng ldi ttf stf tac

dong qua lai va tinh cam trong moi quan he ma khong nhat

dinh c£n phai tien hanh dtfdc giao dich.

Do do, kinh doanh dtfa tren mo'i quan he theo kieu

phtfdng Tay de dang xay ra tinh trang "Con tien con chtfc con

anh chi, het cdm he't rtfdu he't ong toi", khi doi phtfdng khong

con tiem nang kinh doanh ntfa thi ho se khdng ddi nao ton

thdi gian de duy tri moi quan he do, vi vay no se trd nen gia

doi va khong chan thanh. Kinh doanh dtfa tren mo'i quan he

theo kieu phtfdng Dong lai cho rang mo'i quan he la mot stf

din htfdng kinh doanh, no phat sinh ttf long thanh cua ngtfdi

kinh doanh va thtfdng co the boc phat bat ctf luc nao giong

nhtf la stfc hap dan cua mot con ngtfdi. Kieu kinh doanh dtfa

tren moi quan he vdi tinh cam dan dat, moi quan he dtfdc xay

dtfng nen nha't dinh se vtfng chdc va lau dai.

Stf tin nhiem va cac quan niem chung ve gia tri la cac

bien so' anh htfdng den mo'i quan he. Dieu nay la noi stf cam

ket, htfa hen, stf tin ttfdng lan nhau giiia hai ben va so' ltfdng

cac quan niem chung ve gia tri, quyet dinh mtfc do mo'i quan

he giiia hai ben la thupc ve cac bien so'ben ngoai. Stf cam ket

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Rghe thuat quan ly hhaeh hang

va tin nhiem d day la ket qua cua hanh dong ma so ltf dng cua

cac gia tri chung lai phai trai qua stf kha nghiem cua thdi

gian mdi co the quye't dinh dtfdc, vi vay giiia hanh dong va

viec xay dtfng cac moi quan he doi khi co stf khac biet. Dac

diem ly luan cua chung la khong coi 3 bien so nay nhtf mot

bo phan cua moi quan he, khong coi bien so' nay nhtf mot

bien so to thanh mo'i quan he de tien hanh nghien ciiu.

Nhtfdc diem cua mo'i quan he nay la: gia du nhan vien kinh

doanh cua doanh nghiep khong nhan biet dtfdc hay di sau

vao ban than viec kinh doanh dtfa tren moi quan he thi lam

the nao mdi co the xay dtfng mot each co hieu qua stf cam ket,

tin nhiem giiia hai ben. Ngoai ra, gia tri chung khong phai la

mot bien so nhan to' can va du duy nhat, vi vay cdn phai xay

dtfng moi quan he trong va ngoai kinh doanh giiia hai ben

mua va ban, ttf do tim hieu nhu cau cua ngtfdi tieu dung de

cung dat dtfdc muc tieu lau dai cua ca hai ben.

Trong xa hoi chung ta, "biet long ngtfdi" thtfdng co the

tao ra dtfdc stfc hap dan ldn hdn, khien cho mdi quan he cua

hai ben "co btfdc tien ldn" chi trong mot thdi gian ngan, moi

quan he cang trd nen lau dai.

Vi viy, nhieu khi 2 ben co cung quan niem ve gia tri

nhtfng chtfa chac da nhan dtfdc stf tan thtfdng, khen ngdi cua

doi phtfdng. Ngay trtfdc, Tao Thao va Quan Van Trtfdng tuy

la nhiing ngtfdi khong cung mot con dtfdng, khong cung chi

htfdng nhtfng trong rat nhieu trtfdng hdp stf "tri am" lai dtfdc

the hien ri t ro rang.

2. DAN HUONG KINH DOANH DUA TREN MOI QUAN HE LA GI?

Din htfdng kinh doanh dtfa tren moi quan he gidng nhtf

din htfdng thi trtfdng, chu trong viec noi ltfc hoa ddi vdi khai

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Chu'on.fl 1. Moi quan he v6i khach hanfi

niem kinh doanh cua cac doanh nhan. Dan hudng thi tritdng

nham dung vao chu trUdng lay khach hang, canh tranh, td

chUc noi bo lam noi dung chinh, moi viec tren deu lay nhu

cau, mong muon cua khach hang lam cd sd, them vao do la stf

suy ngam ve tinh hinh canh tranh va viec din dat thu'c hien

mot each co hieu qua sach ltfdc phdi hdp gitfa cac bo phan,

ma khong phai la lay dieu nay lam sach ltfdc thi trUdng. Dan

hudng kinh doanh dtfa tren mo'i quan he lai lay nhu cau va

mong muon cua khach hang lam cd sd, nhtfng dong thdi liic

nao ciing phai tam niem ring duy tri moi quan he tdt dep vdi

khach hang, thuc day viec hoach dinh va thtfc thi sach ltfdc

to hdp cac nhan to' thi trUdng. Bieu do dudi day the hien dan

hudng khach hang, dan hudng kinh doanh dtfa tren mo'i

quan he va moi trUdng ben ngoai doanh nghiep co anh htfclng

nhu the nao tdi td hdp 4 nhan to' thi trUdng. Trong bilu do

vin lay khach hang lam trung tam, dieu nay vtfa bieu thi

din hudng mdi quan he khong nhiing khong tach rdi khach

hang ma lai la stf phat trien them mot btfdc cua moi quan he

vdi khach hang. Khach hang va viec kinh doanh dtfa tren

moi quan he la 2 bo phin ttfdng ho li n nhau, vi vliy din

htfdng khach hang thi trtfdng va din htfdng kinh doanh dtfa

tren mdi quan h$ la 2 trong 1, khong the tach rieng ra.

Trong vong tron thtf 2 ben trong, din htfdng mdi quan he

co diu mui ten chi htfdng td hdp 4 nhan td thi trtfdng trong

vong tron thtf 3. Dieu nay the hi&n ring viec hoach dinh va

thtfc thi noi dung td hdp cac nhan td thi trtfdng phai lay mo'i

quan he lam diem dong quy.

Nhtf v&y, san pha'm cd th i dtfdc dat dung mdi quan h§

tao ra san pha'm quan he, vi du cung ca'p cac san phim va

dich vu ma chi co hoi vien mdi co the mua hay dtfdc htfdng.

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Rghe thuat quan ly hhaeh hang

Hinh 1-1: Ddn hitdng kinh doanh diia tren moi quan he

Gia ca ciing co the dUdc dinh ra theo diing khai niem nay,

vi du the Uu dai khach hang ldn co the giup khach hang

nhan dUdc stf giam gia vdi nhUng Uu dai dac biet.

Dac biet la viec lap ra cac kenh ban hang rieng danh cho

cac khach hang co moi quan he, chi co nhtfng khach hang

nay mdi co tu each mua hang d mot cda hang nao do trong

kenh ban hang rieng.

Khong chi co dan hudng mdi quan he anh htfdng den to

hdp nhan to' thi trUdng, nhan to' moi trUdng ben ngoai trong

vong tron thU 4 cung phat huy tac dung, nhUng khong the

lay tUng vi du ve tac dung nay va nhUng gidng nhau cua dan

hudng thi trUdng.

3. TRONG TAM CUA KINH DOANH DUA TREN Mdi QUAN Hf LA Gi?

Kotler cho rang: kinh doanh dua tren mdi quan he phai

trd thanh nghe thuat de 2 ben mua va ban tao dung mdi

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