H\u1ec7 th\u1ed1ng CRM l\u00e0 g\u00f3i ph\u1ea7n m\u1ec1m c\u00f3 th\u1ec3 hi\u1ec7u ch\u1ec9nh th\u00f4ng s\u1ed1 \u0111\u1ec3 t\u00edch h\u1ee3p v\u00e0 qu\u1ea3n tr\u1ecb m\u1ecdi kh\u00eda c\u1ea1nh t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng trong t\u1ed5 ch\u1ee9c v\u00e0 c\u1ea3i thi\u1ec7n kh\u1ea3 n\u0103ng c\u1ee7a t\u1ed5 ch\u1ee9c trong vi\u1ec7c x\u1eed l\u00ed d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, sales, marketing, nh\u1eefng giao d\u1ecbch tr\u1ef1c tuy\u1ebfn v\u00e0 \u0111\u1eb7t h\u00e0ng (Green v\u00e0 Ridings, 2002).<\/p>\n\n\n\n
CRM l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh thu th\u1eadp th\u00f4ng tin \u0111\u1ec3 t\u0103ng hi\u1ec3u bi\u1ebft v\u1ec1 vi\u1ec7c qu\u1ea3n tr\u1ecb quan h\u1ec7 c\u1ee7a t\u1ed5 ch\u1ee9c v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh… \u0110\u00f3 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c kinh doanh m\u00e0 c\u00f4ng ngh\u1ec7 th\u00f4ng tin \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 cung c\u1ea5p cho doanh nghi\u1ec7p quan \u0111i\u1ec3m to\u00e0n di\u1ec7n, \u0111\u00e1ng tin c\u1eady, t\u00edch h\u1ee3p v\u1edbi c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng, qua \u0111\u00f3 m\u1ecdi qu\u00e1 tr\u00ecnh v\u00e0 nh\u1eefng t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng gi\u00fap duy tr\u00ec v\u00e0 m\u1edf r\u1ed9ng quan h\u1ec7 c\u00f3 l\u1ee3i cho c\u1ea3 \u0111\u00f4i b\u00ean. CRM do \u0111\u00f3 l\u00e0 m\u1ed9t k\u1ef9 thu\u1eadt hay m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c qu\u00e1 tr\u00ecnh \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u v\u00e0 cung c\u1ea5p th\u00f4ng tin h\u1ed7 tr\u1ee3 t\u1ed5 ch\u1ee9c \u0111\u00e1nh gi\u00e1 c\u00e1c t\u00f9y ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c (Zikmund v\u00e0 c\u1ed9ng s\u1ef1, 2003).<\/p>\n\n\n\n
Xem CRM l\u00e0 vi\u1ec7c l\u01b0u tr\u1eef v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/em><\/p>\n\n\n\n CRM l\u00e0 qu\u00e1 tr\u00ecnh l\u01b0u tr\u1eef v\u00e0 ph\u00e2n t\u00edch m\u1ed9t l\u01b0\u1ee3ng l\u1edbn d\u1eef li\u1ec7u t\u1eeb b\u1ed9 ph\u1eadn b\u00e1n h\u00e0ng, trung t\u00e2m d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, vi\u1ec7c mua th\u1ef1c t\u1ebf, \u0111i s\u00e2u v\u00e0 h\u00e0nh vi kh\u00e1ch h\u00e0ng. CRM c\u0169ng cho ph\u00e9p doanh nghi\u1ec7p \u0111\u1ed1i x\u1eed kh\u00e1c nhau \u0111\u1ed1i v\u1edbi nh\u1eefng d\u1ea1ng kh\u00e1ch h\u00e0ng kh\u00e1c nhau (Hamilton, 2001).<\/p>\n\n\n\n CRM l\u00e0 vi\u1ec7c khai th\u00e1c v\u00e0 ph\u00e2n t\u00edch c\u00e1c c\u01a1 s\u1edf d\u1eef li\u1ec7u marketing v\u00e0 s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng ngh\u1ec7 th\u00f4ng tin nh\u1eb1m \u0111\u00e1nh gi\u00e1 t\u00ecnh h\u00ecnh c\u1ee7a doanh nghi\u1ec7p v\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1c ph\u01b0\u01a1ng ph\u00e1p cho ph\u00e9p c\u1ef1c \u0111\u1ea1i gi\u00e1 tr\u1ecb l\u00e2u d\u00e0i (lifetime value) c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p (Kumar v\u00e0 Reinartz, 2006).<\/p>\n","protected":false},"excerpt":{"rendered":" H\u1ec7 th\u1ed1ng CRM l\u00e0 g\u00f3i ph\u1ea7n m\u1ec1m c\u00f3 th\u1ec3 hi\u1ec7u ch\u1ec9nh th\u00f4ng s\u1ed1 \u0111\u1ec3 t\u00edch h\u1ee3p v\u00e0 qu\u1ea3n tr\u1ecb m\u1ecdi kh\u00eda c\u1ea1nh t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng trong t\u1ed5 ch\u1ee9c v\u00e0 c\u1ea3i thi\u1ec7n kh\u1ea3 n\u0103ng c\u1ee7a t\u1ed5 ch\u1ee9c trong vi\u1ec7c x\u1eed l\u00ed d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, sales, marketing, nh\u1eefng giao d\u1ecbch tr\u1ef1c tuy\u1ebfn v\u00e0 \u0111\u1eb7t … <\/p>\n","protected":false},"author":1,"featured_media":1710,"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":[102],"class_list":["post-1997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","tag-crm","grid-sizer"],"_links":{"self":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/1997","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=1997"}],"version-history":[{"count":2,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/1997\/revisions"}],"predecessor-version":[{"id":1999,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/1997\/revisions\/1999"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/media\/1710"}],"wp:attachment":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/media?parent=1997"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/categories?post=1997"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/tags?post=1997"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}