{"id":1143,"date":"2023-05-18T09:03:43","date_gmt":"2023-05-18T02:03:43","guid":{"rendered":"http:\/\/kthtx.vn\/?p=1143"},"modified":"2023-05-18T09:03:45","modified_gmt":"2023-05-18T02:03:45","slug":"khai-niem-va-noi-dung-cua-quan-tri-quan-he-khach-hang-crm","status":"publish","type":"post","link":"https:\/\/kthtx.vn\/index.php\/2023\/05\/18\/khai-niem-va-noi-dung-cua-quan-tri-quan-he-khach-hang-crm\/","title":{"rendered":"Kh\u00e1i ni\u1ec7m v\u00e0 n\u1ed9i dung c\u1ee7a qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng (CRM)"},"content":{"rendered":"\n

Kh\u00e1i ni<\/strong>\u1ec7<\/strong>m v\u00e0 n<\/strong>\u1ed9<\/strong>i dung c<\/strong>\u1ee7<\/strong>a qu<\/strong>\u1ea3<\/strong>n tr<\/strong>\u1ecb <\/strong>quan h<\/strong>\u1ec7 <\/strong>kh\u00e1ch h\u00e0ng (CRM)<\/strong><\/p>\n\n\n\n

Qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p theo \u0111\u1ecbnh h\u01b0\u1edbng th\u1ecfa m\u00e3n nhu c\u1ea7u kh\u00e1ch h\u00e0ng s\u1ebd d\u1eabn \u0111\u1ebfn doanh nghi\u1ec7p ph\u1ea3i thay \u0111\u1ed5i v\u00e0 ph\u00e1t tri\u1ec3n t\u1ed5 ch\u1ee9c, s\u1ea3n xu\u1ea5t v\u00e0 cung \u1ee9ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 theo nh\u1eefng y\u00eau c\u1ea7u mu\u00f4n h\u00ecnh mu\u00f4n v\u1ebb c\u1ee7a kh\u00e1ch h\u00e0ng, ch\u1ee9 kh\u00f4ng ch\u1ec9 d\u1ef1a tr\u00ean nhu c\u1ea7u v\u00e0 kh\u1ea3 n\u0103ng hi\u1ec7n c\u00f3 c\u1ee7a doanh nghi\u1ec7p.<\/p>\n\n\n\n

V\u00ec th\u1ebf, c\u00e1c doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u \u0111\u00fang b\u1ea3n ch\u1ea5t qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng l\u00e0 qu\u1ea3n tr\u1ecb theo \u0111\u1ecbnh h\u01b0\u1edbng x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i v\u00e0 ch\u1eb7t ch\u1ebd gi\u1eefa kh\u00e1ch h\u00e0ng – doanh nghi\u1ec7p. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y gi\u00fap doanh nghi\u1ec7p thi\u1ebft l\u1eadp \u0111\u01b0\u1ee3c nh\u1eefng m\u1ed1i quan h\u1ec7 c<\/em><\/strong>\u1ed9<\/em><\/strong>ng t\u00e1c <\/em><\/strong>gi\u1eefa doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng. C\u1ea3 doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng \u0111\u1ec1u \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i \u00edch c\u1ee7a m\u00ecnh th\u00f4ng qua vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 h\u1ee3p t\u00e1c l\u00e2u d\u00e0i. V\u1eady l\u00e0m th\u1ebf n\u00e0o gia t\u0103ng \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng \u2013 doanh nghi\u1ec7p? M\u1ee5c ti\u00eau c\u1ee7a Qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng l\u00e0 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u00e0 qu\u1ea3n l\u00fd quan h\u1ec7 doanh nghi\u1ec7p \u2013 kh\u00e1ch h\u00e0ng thu\u1ea7n khi\u1ebft v\u00e0 t\u1eeb \u0111\u00f3 l\u00e0m t\u0103ng gi\u00e1 tr\u1ecb m\u1ed1i quan h\u1ec7 \u0111\u00f3.<\/p>\n\n\n\n

T\u1ea5t nhi\u00ean, quan ni\u1ec7m v\u1ec1 qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng kh\u00f4ng th\u1ed1ng nh\u1ea5t, do c\u00e1c kh\u00eda c\u1ea1nh quan t\u00e2m kh\u00e1c nhau. Hi\u1ec7n nay, \u0111ang t\u1ed3n t\u1ea1i nhi\u1ec1u quan ni\u1ec7m kh\u00e1c nhau v\u1ec1 CRM v\u00e0 ph\u1ea1m vi bao qu\u00e1t c\u0169ng nh\u01b0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng c\u1ee7a n\u00f3. \u0110\u1ed3ng th\u1eddi, c\u0169ng c\u00f3 h\u00e0ng ch\u1ee5c lo\u1ea1i s\u1ea3n ph\u1ea9m ph\u1ea7n m\u1ec1m CRM do c\u00e1c c\u00f4ng ty kh\u00e1c nhau cung c\u1ea5p cho kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

Nh\u00ecn chung, c\u00e1c kh\u00e1i ni\u1ec7m v\u1ec1 CRM \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh theo ba quan \u0111i\u1ec3m: (1) nh\u1ea5n m\u1ea1nh y\u1ebfu t\u1ed1 c\u00f4ng ngh\u1ec7, (2) nh\u1ea5n m\u1ea1nh \u0111\u1ebfn quy tr\u00ecnh kinh doanh hay b\u00e1n h\u00e0ng v\u00e0 (3) coi CRM ch\u00ednh l\u00e0 chi\u1ebfn l\u01b0\u1ee3c kinh doanh.<\/p>\n\n\n\n

Quan \u0111i\u1ec3m coi CRM nh\u01b0 m\u1ed9<\/em>t gi<\/em>\u1ea3<\/em>i ph\u00e1p c\u00f4ng ngh<\/em>\u1ec7 <\/em>tr\u1ee3 gi\u00fap cho qu\u1ea3n l\u00fd nh\u1eefng v\u1ea5n \u0111\u1ec1 li\u00ean quan \u0111\u1ebfn kh\u00e1ch h\u00e0ng l\u00e0 quan \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed1i ph\u1ed5 bi\u1ebfn. Theo quan \u0111i\u1ec3m n\u00e0y, CRM l\u00e0 m\u1ed9t h\u1ec7 th\u1ed1ng th\u00f4ng tin \u0111\u01b0\u1ee3c thu th\u1eadp t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau c\u00f9ng v\u1edbi nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n t\u00edch \u0111\u1ec3 \u0111\u01b0a ra nh\u1eefng b\u00e1o c\u00e1o, b\u1ea3ng bi\u1ec3u gi\u00fap doanh nghi\u1ec7p c\u00f3 m\u1ed9t b\u1ee9c tranh t\u1ed5ng th\u1ec3 v\u1ec1 kh\u00e1ch h\u00e0ng, th\u1ecb tr\u01b0\u1eddng v\u00e0 nh\u1eefng v\u1ea5n \u0111\u1ec1 c\u1ea7n quan t\u00e2m kh\u00e1c trong kinh doanh. Mei Lin Fung cho r\u1eb1ng \u201cCRM l\u00e0 si\u00eau t\u1eadp h\u1ee3p c\u00e1c m\u00f4 h\u00ecnh, ph\u01b0\u01a1ng ph\u00e1p v\u00e0 c\u00f4ng ngh\u1ec7 kinh doanh hi\u1ec7n \u0111\u1ea1i c\u00f3 quan h\u1ec7 qua l\u1ea1i l\u1eabn nhau \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng nh\u1eb1m t\u1ea1o d\u1ef1ng duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n m\u1ed1i quan h\u1ec7 t\u1ed1t \u0111\u1eb9p v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng nh\u1ea5t\u201d. CRM l\u00e0 nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p trong th\u1eddi \u0111\u1ea1i c\u00f4ng nghi\u1ec7p th\u00f4ng tin, l\u00e0 m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh ph\u1ea7n m\u1ec1m, v\u00e0 th\u01b0\u1eddng s\u1eed d\u1ee5ng kh\u1ea3 n\u0103ng c\u1ee7a internet nh\u1eb1m h\u1ed7 tr\u1ee3 qu\u1ea3n l\u00fd nh\u1eefng kh\u00f3 kh\u0103n trong c\u00e1c m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng. V\u00ed d\u1ee5, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t h\u1ec7 th\u1ed1ng c\u01a1 s\u1edf d\u1eef li\u1ec7u v\u1ec1 kh\u00e1ch h\u00e0ng trong \u0111\u00f3 ch\u1ee9a \u0111\u1ef1ng th\u00f4ng tin \u0111\u1ea7y \u0111\u1ee7, chi ti\u1ebft v\u1ec1 m\u1ed1i quan h\u1ec7 kinh doanh gi\u1eefa c\u00e1c nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng, ng\u01b0\u1eddi cung c\u1ea5p d\u1ecbch v\u1ee5 v\u1edbi c\u00e1c kh\u00e1ch h\u00e0ng \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u1ea3m b\u1ea3o th\u1ecfa m\u00e3n nhu c\u1ea7u kh\u00e1ch h\u00e0ng v\u1edbi nh\u1eefng k\u1ebf ho\u1ea1ch s\u1ea3n ph\u1ea9m, cung c\u1ea5p d\u1ecbch v\u1ee5, c\u00e1c ch\u00ednh s\u00e1ch ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng kh\u00e1c…<\/p>\n\n\n\n

Quan \u0111i\u1ec3<\/em>m th<\/em>\u1ee9 <\/em>2 <\/em>cho r\u1eb1ng CRM nh\u01b0 l\u00e0 n\u0103ng l\u1ef1c c\u1ee7a doanh nghi\u1ec7p trong ti\u1ebfp c\u1eadn v\u00e0\/ho\u1eb7c th\u1ef1c hi\u1ec7n trao \u0111\u1ed5i mua b\u00e1n v\u1edbi kh\u00e1ch h\u00e0ng th\u00f4ng qua x\u00e2y d\u1ef1ng v\u00e0 th\u1ef1c hi\u1ec7n quy tr\u00ecnh b\u00e1n h\u00e0ng. Tr\u00ean quan \u0111i\u1ec3m n\u00e0y, CRM \u0111\u01b0\u1ee3c hi\u1ec3u nh\u01b0 l\u00e0 m\u1ed9t quy tr\u00ecnh b\u00e1n h\u00e0ng n\u1eb1m trong h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd ch\u1ea5t l\u01b0\u1ee3ng ISO 9000. V\u1edbi c\u00e1c doanh nghi\u1ec7p th\u01b0\u01a1ng m\u1ea1i th\u00ec \u0111\u00e2y l\u00e0 quy tr\u00ecnh trung t\u00e2m c\u1ee7a c\u1ea3 h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd. Vi\u1ec7c tri\u1ec3n khai h\u1ec7 th\u1ed1ng CRM trong doanh nghi\u1ec7p s\u1ebd t\u1eadp trung v\u00e0o m\u1ed9t s\u1ed1 b\u1ed9 ph\u1eadn qu\u1ea3n l\u00fd ti\u1ebfp x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng nh\u01b0: marketing, b\u00e1n h\u00e0ng, k\u1ebf ho\u1ea1ch… David Sims cho r\u1eb1ng \u201c CRM l\u00e0 qu\u00e1 tr\u00ecnh m\u00e0 doanh nghi\u1ec7p s\u1eed d\u1ee5ng nh\u1eefng ki\u1ebfn th\u1ee9c<\/p>\n\n\n\n

s\u00e2u r\u1ed9ng v\u1ec1 kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c t\u00edch l\u0169y theo th\u1eddi gian m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 \u0111\u1ec3\u00a0x\u00e2y d\u1ef1ng v\u00e0 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u1ee7a m\u00ecnh nh\u1eb1m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee5\u00a0th\u1ec3\u00a0c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau\u201d.<\/p>\n\n\n\n

CRM l\u00e0 m\u1ed9t quy tr\u00ecnh ho\u1eb7c ph\u01b0\u01a1ng ph\u00e1p \u0111\u01b0\u1ee3c doanh nghi\u1ec7p s\u1eed d\u1ee5ng \u0111\u1ec3 t\u00ecm hi\u1ec3u v\u1ec1 nhu c\u1ea7u v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng trong qu\u00e1 tr\u00ecnh mua b\u00e1n, nh\u1eb1m ph\u00e1t tri\u1ec3n m\u1ed1i quan h\u1ec7 th\u00e2n thi\u1ebft h\u01a1n v\u1edbi h\u1ecd. C\u00f3 r\u1ea5t nhi\u1ec1u y\u1ebfu t\u1ed1 c\u00f4ng ngh\u1ec7 l\u00e0m n\u00ean ch\u01b0\u01a1ng tr\u00ecnh CRM, nh\u01b0ng CRM kh\u00f4ng ch\u1ec9 l\u00e0 nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh ph\u1ea7n m\u1ec1m qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng. CRM \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 m\u1ed9t quy tr\u00ecnh gi\u00fap doanh nghi\u1ec7p c\u00f3 \u0111\u01b0\u1ee3c nhi\u1ec1u th\u00f4ng tin v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 s\u1ef1 ph\u1ea3n h\u1ed3i t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

Quan \u0111i\u1ec3<\/em>m th<\/em>\u1ee9 <\/em>ba<\/em>, coi CRM nh\u01b0 chi\u1ebfn l\u01b0\u1ee3c kinh doanh l\u00e0 quan \u0111i\u1ec3m to\u00e0n di\u1ec7n nh\u1ea5t. Theo quan \u0111i\u1ec3m n\u00e0y, CRM l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c kinh doanh nh\u1eb1m t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn, doanh thu v\u00e0 s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng (\u0111\u1ecbnh ngh\u0129a c\u1ee7a Gartner); l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c t\u1ed5ng h\u1ee3p v\u1edbi \u0111\u1ecbnh h\u01b0\u1edbng kh\u00e1ch h\u00e0ng nh\u1eb1m n\u00e2ng cao s\u1ee9c c\u1ea1nh tranh c\u1ee7a DN tr\u00ean th\u1ecb tr\u01b0\u1eddng. V\u1edbi quan \u0111i\u1ec3m n\u00e0y, CRM th\u01b0\u1eddng \u0111\u01b0\u1ee3c c\u1ea5p l\u00e3nh \u0111\u1ea1o cao nh\u1ea5t c\u1ee7a c\u00e1c DN quan t\u00e2m.<\/p>\n\n\n\n

V\u00ec th\u1ebf, m\u1eb7c d\u00f9 c\u00f3 r\u1ea5t nhi\u1ec1u kh\u00e1i ni\u1ec7m kh\u00e1c nhau v\u1ec1 qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng, v\u00e0 cho \u0111\u1ebfn gi\u1edd th\u00ec c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u1eabn c\u00f2n tranh c\u00e3i v\u1ec1 kh\u00e1i ni\u1ec7m ch\u00ednh x\u00e1c c\u1ee7a “qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng”. Tuy nhi\u00ean, \u0111\u1ec3 kh\u00e1i qu\u00e1t h\u00f3a v\u00e0 ti\u1ebfp c\u1eadn \u0111\u00fang theo b\u1ea3n ch\u1ea5t c\u1ee7a kh\u00e1i ni\u1ec7m v\u1ec1 qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng, trong to\u00e0n b\u1ed9 gi\u00e1o tr\u00ecnh n\u00e0y, ch\u00fang t\u00f4i s\u1eed d\u1ee5ng kh\u00e1i ni\u1ec7m CRM v\u1edbi n\u1ed9i dung l\u00e0 chi\u1ebfn l\u01b0\u1ee3c kinh doanh, c\u1ee5 th\u1ec3 \u0111\u01b0\u1ee3c hi\u1ec3u: “l\u00e0 t<\/em>\u1ead<\/em>p h<\/em>\u1ee3<\/em>p c\u00e1c ho<\/em>\u1ea1t \u0111\u1ed9<\/em>ng mang t\u00ednh chi<\/em>\u1ebfn l\u01b0\u1ee3<\/em>c nh<\/em>\u1eb1<\/em>m l<\/em>\u1ef1<\/em>a ch<\/em>\u1ecd<\/em>n, thi<\/em>\u1ebf<\/em>t l<\/em>\u1ead<\/em>p, duy tr\u00ec v\u00e0 ph\u00e1t tri<\/em>\u1ec3<\/em>n c\u00e1c m<\/em>\u1ed1<\/em>i quan h<\/em>\u1ec7 <\/em>t<\/em>\u1ed1t \u0111\u1eb9<\/em>p v\u00e0 l\u00e2u d\u00e0i gi<\/em>\u1eef<\/em>a doanh nghi<\/em>\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng tr\u00ean c\u01a1 s\u1edf <\/em>l\u00e0m th\u00edch <\/em>\u1ee9<\/em>ng c\u00e1c qu\u00e1 tr\u00ecnh t<\/em>\u1ea1<\/em>o ra l<\/em>\u1ee3<\/em>i \u00edch c<\/em>\u1ee7<\/em>a kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi<\/em>\u1ec7<\/em>p”<\/em>. CRM l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh qu\u1ea3n tr\u1ecb, trong \u0111\u00f3 kh\u00e1ch h\u00e0ng l\u00e0 trung t\u00e2m c\u1ee7a m\u1ecdi ho\u1ea1t \u0111\u1ed9ng v\u00e0 m\u1ecdi qu\u00e1 tr\u00ecnh m\u00e0 doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n. CRM s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 hi\u1ec7n \u0111\u1ea1i, k\u1ebf ho\u1ea1ch h\u00f3a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c t\u00edch h\u1ee3p, c\u00e1c k\u1ef9 thu\u1eadt marketing c\u00e1 nh\u00e2n v\u00e0 c\u00e1c c\u00f4ng c\u1ee5 ph\u00e1t tri\u1ec3n t\u1ed5 ch\u1ee9c \u0111\u1ec3 x\u00e2y d\u1ef1ng c\u00e1c m\u1ed1i quan h\u1ec7 b\u00ean trong v\u00e0 b\u00ean ngo\u00e0i, nh\u1eb1m t\u0103ng doanh thu l\u1ee3i nhu\u1eadn c\u0169ng nh\u01b0 hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p. CRM bao g<\/em>\u1ed3<\/em>m c<\/em>\u1ea3 <\/em>nguy\u00ean l\u00fd, chi<\/em>\u1ebfn l\u01b0\u1ee3<\/em>c, gi<\/em>\u1ea3<\/em>i ph\u00e1p, <\/em>\u1ee9<\/em>ng d<\/em>\u1ee5<\/em>ng, h<\/em>\u1ec7 <\/em>th<\/em>\u1ed1<\/em>ng, ph<\/em>\u1ea7<\/em>n m<\/em>\u1ec1<\/em>m, v\u00e0 \u00fd <\/em>t\u01b0\u1edf<\/em>ng cho ho<\/em>\u1ea1t \u0111\u1ed9<\/em>ng qu<\/em>\u1ea3<\/em>n tr<\/em>\u1ecb <\/em>quan h<\/em>\u1ec7 <\/em>kh\u00e1ch h\u00e0ng hi<\/em>\u1ec7<\/em>u qu<\/em>\u1ea3<\/em>.<\/em><\/p>\n\n\n\n

L\u00fd lu\u1eadn v\u1ec1 CRM v\u1eabn \u0111ang \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u00e0 ho\u00e0n ch\u1ec9nh nh\u01b0ng c\u00f3 th\u1ec3 kh\u1eb3ng \u0111\u1ecbnh r\u1eb1ng CRM theo ngh\u0129a r\u1ed9ng ph\u1ea3i l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c kinh doanh \u0111\u1ecbnh h\u01b0\u1edbng theo kh\u00e1ch h\u00e0ng v\u00e0 CRM kh\u00f4ng th\u1ec3 ch\u1ec9 l\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng hay c\u00f4ng ngh\u1ec7 ph\u1ea7n m\u1ec1m \u0111\u1ec3 qu\u1ea3n l\u00fd h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng thu\u1ea7n t\u00fay nh\u01b0 nhi\u1ec1u ng\u01b0\u1eddi quan ni\u1ec7m.<\/p>\n\n\n\n

CRM bao g\u1ed3m nghi\u00ean c\u1ee9u nhu c\u1ea7u v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3\u00a0x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7\u00a0ch\u1eb7t ch\u1ebd\u00a0gi\u1eefa doanh nghi\u1ec7p v\u1edbi kh\u00e1ch h\u00e0ng. Vi\u1ec7c thi\u1ebft l\u1eadp m\u1ed1i quan h\u1ec7 n\u00e0y \u0111\u01b0\u1ee3c xem l\u00e0 y\u1ebfu t\u1ed1\u00a0trung t\u00e2m quy\u1ebft \u0111\u1ecbnh th\u00e0nh c\u00f4ng c\u1ee7a doanh nghi\u1ec7p. Qu\u1ea3n tr\u1ecb\u00a0quan h\u1ec7\u00a0kh\u00e1ch h\u00e0ng ph\u1ea3i mang l\u1ea1i l\u1ee3i \u00edch cho c\u1ea3\u00a0hai b\u00ean: doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng tr\u00ean c\u01a1 s\u1edf\u00a0th\u00edch\u00a0\u1ee9ng \u0111\u01b0\u1ee3c qu\u00e1 tr\u00ecnh t\u1ea1o ra l\u1ee3i \u00edch cho\u00a0kh\u00e1ch h\u00e0ng qua \u0111\u00f3\u00a0t\u1ea1o ra l\u1ee3i \u00edch cho doanh nghi\u1ec7p. Do \u0111\u00f3, qu\u1ea3n tr\u1ecb\u00a0quan h\u1ec7 kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p c\u1ea7n \u0111\u01b0\u1ee3c coi l\u00e0 m\u1ed9t quy tr\u00ecnh li\u00ean k\u1ebft t\u1ea5t c\u1ea3\u00a0c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing, b\u00e1n h\u00e0ng v\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng \u0111\u1ec3\u00a0th\u1ecfa m\u00e3n kh\u00e1ch h\u00e0ng c\u1ee7a doanh nghi\u1ec7p.<\/p>\n\n\n\n

(PGS, TS. Tr\u01b0\u01a1ng \u0110\u00ecnh Chi\u1ebfn – Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng)<\/p>\n","protected":false},"excerpt":{"rendered":"

Kh\u00e1i ni\u1ec7m v\u00e0 n\u1ed9i dung c\u1ee7a qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng (CRM) Qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p theo \u0111\u1ecbnh h\u01b0\u1edbng th\u1ecfa m\u00e3n nhu c\u1ea7u kh\u00e1ch h\u00e0ng s\u1ebd d\u1eabn \u0111\u1ebfn doanh nghi\u1ec7p ph\u1ea3i thay \u0111\u1ed5i v\u00e0 ph\u00e1t tri\u1ec3n t\u1ed5 ch\u1ee9c, s\u1ea3n xu\u1ea5t v\u00e0 cung \u1ee9ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 theo nh\u1eefng y\u00eau c\u1ea7u mu\u00f4n h\u00ecnh mu\u00f4n v\u1ebb c\u1ee7a kh\u00e1ch h\u00e0ng, ch\u1ee9 kh\u00f4ng ch\u1ec9 d\u1ef1a tr\u00ean nhu c\u1ea7u … <\/p>\n","protected":false},"author":1,"featured_media":1015,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[101],"tags":[113],"class_list":["post-1143","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","tag-quan-tri-quan-he-khach-hang","grid-sizer"],"_links":{"self":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/1143","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/comments?post=1143"}],"version-history":[{"count":1,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/1143\/revisions"}],"predecessor-version":[{"id":1144,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/1143\/revisions\/1144"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/media\/1015"}],"wp:attachment":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/media?parent=1143"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/categories?post=1143"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/tags?post=1143"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}