Kh\u00e1ch h\u00e0ng c\u00f3 vai tr\u00f2 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p. Th\u1ef1c t\u1ebf, b\u1ea5t k\u1ec3 ng\u00e0nh kinh doanh n\u00e0o, cho d\u00f9 doanh nghi\u1ec7p cung c\u1ea5p lo\u1ea1i s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 n\u00e0o, kh\u00e1ch h\u00e0ng c\u1ee7a \u0111\u01a1n v\u1ecb \u0111\u1ec1u l\u00e0 t\u00e0i s\u1ea3n c\u00f3 gi\u00e1 tr\u1ecb nh\u1ea5t \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p \u0111\u00f3. Kh\u00e1ch h\u00e0ng cung c\u1ea5p cho c\u00f4ng ty v\u1ec1 m\u1ee5c \u0111\u00edch v\u00e0 h\u01b0\u1edbng. H\u1ecd cung c\u1ea5p th\u00f4ng tin ph\u1ea3n h\u1ed3i v\u00f4 gi\u00e1, v\u00e0 ph\u1ee5c v\u1ee5 nh\u01b0 m\u1ed9t b\u00e0n \u0111\u1ea1p cho c\u00e1c kh\u00e1i ni\u1ec7m v\u00e0 \u00fd t\u01b0\u1edfng m\u1edbi trong kinh doanh, mang l\u1ea1i doanh thu cho doanh nghi\u1ec7p. Khi t\u1ea5t c\u1ea3 \u0111\u01b0\u1ee3c n\u00f3i v\u00e0 l\u00e0m, s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng ph\u1ea3i l\u00e0 tr\u1ecdng t\u00e2m duy nh\u1ea5t c\u1ee7a b\u1ea5t k\u1ef3 doanh nghi\u1ec7p n\u00e0o. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng: (1) Nh\u1eadn bi\u1ebft kh\u00e1ch h\u00e0ng, t\u1ea1o ra gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng v\u00e0 l\u00e0m t\u0103ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u00f4ng ty; (2) Mang \u0111\u1ebfn nh\u1eefng k\u1ebft qu\u1ea3 d\u1ecbch v\u1ee5 \u0111\u1ea7u ra c\u00f3 gi\u00e1 tr\u1ecb \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng v\u00e0 (3) Gi\u1ea3m chi ph\u00ed, l\u00e0m t\u0103ng doanh thu v\u00e0 l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p.<\/p>\n\n\n\n
Theo Russell (2003)\u00a0\u0111\u1ec1 c\u1eadp CRM cho ph\u00e9p c\u00f4ng ty hi\u1ec3u r\u00f5 kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd l\u00e0 ai, c\u00f4 l\u1eadp kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t (nh\u1eefng ng\u01b0\u1eddi m\u00e0 c\u00f4ng ty mu\u1ed1n c\u00f3 m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i), t\u1ea1o m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i theo th\u1eddi gian v\u00e0 li\u00ean quan \u0111\u1ebfn nhi\u1ec1u t\u01b0\u01a1ng t\u00e1c, t\u1eeb \u0111\u00f3 t\u00ecm c\u00e1ch thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t. C\u00e1c \u0111\u1ea7u v\u00e0o nh\u01b0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb, c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng, s\u1ea3n ph\u1ea9m v\u00e0 quy \u0111\u1ecbnh, \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u00e0 c\u00e1c k\u1ef9 n\u0103ng c\u1ee7a nh\u00e2n
vi\u00ean \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p trong m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh CRM t\u1ea1o ra k\u1ebft qu\u1ea3 \u0111\u1ea7u ra d\u1ecbch v\u1ee5 kh\u00e1ch<\/p>\n\n\n\n
h\u00e0ng, gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng, s\u1eb5n s\u00e0ng chi ti\u00eau nhi\u1ec1u h\u01a1n t\u1eeb v\u00ed c\u1ee7a m\u00ecnh, gi\u1edbi thi\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ebfn c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng kh\u00e1c, v.v. c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c c\u00e1c lu\u1ed3ng doanh thu, c\u1ea3i thi\u1ec7n kh\u1ea3 n\u0103ng sinh l\u1eddi, chi ph\u00ed th\u1ea5p h\u01a1n.<\/p>\n\n\n\n
Trong nghi\u00ean c\u1ee9u kh\u00e1c (Chen & Karen Popovich, 2003) th\u00ec c\u00e1c kh\u00e1ch h\u00e0ng ng\u00e0y nay th\u00f4ng minh h\u01a1n, r\u1ea5t nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1 v\u00e0 c\u00f3 nh\u1eefng \u0111\u00f2i h\u1ecfi kh\u1eaft khe h\u01a1n, \u00edt tha th\u1ee9 cho doanh nghi\u1ec7p. B\u00ean c\u1ea1nh \u0111\u00f3, kh\u00e1ch h\u00e0ng r\u1ea5t d\u1ec5 b\u1ecb ti\u1ebfp c\u1eadn b\u1edfi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Trong khi c\u00e1c doanh nghi\u1ec7p l\u1ea1i th\u01b0\u1eddng t\u1eadp trung vi\u1ec7c ph\u00e2n t\u00edch c\u00e1c k\u1ebft qu\u1ea3 b\u00e1n h\u00e0ng, ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, qu\u1ea3ng c\u00e1o b\u00e1n h\u00e0ng v\u00e0 qu\u1ea3n l\u00fd c\u00e1c chi\u1ebfn d\u1ecbch c\u1ee7a m\u00ecnh. Theo nh\u00f3m t\u00e1c gi\u1ea3, l\u1ee3i \u00edch c\u1ee7a CRM \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n qua vi\u1ec7c kh\u00e1ch h\u00e0ng s\u1ebd c\u1ea3m th\u1ea5y h\u00e0i l\u00f2ng khi h\u1ecd c\u00f3 th\u1ec3 so s\u00e1nh \u0111\u01b0\u1ee3c vi\u1ec7c cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p. v\u00e0 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nh\u1eefng k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng. T\u1eeb \u0111\u00f3, t\u1ea1o \u0111\u01b0\u1ee3c l\u00f2ng tin c\u1ee7a kh\u00e1ch h\u00e0ng khi\u1ebfn h\u1ecd ng\u00e0y c\u00e0ng trung th\u00e0nh v\u1edbi c\u00f4ng ty, c\u00e1c kh\u00e1ch h\u00e0ng s\u1ebd \u00edt ch\u00fa \u00fd \u0111\u1ebfn c\u00e1c s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c. S\u1ef1 nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1 s\u1ebd gi\u1ea3m \u0111i v\u00e0 vi\u1ec7c th\u01b0\u1eddng xuy\u00ean giao d\u1ecbch v\u1edbi c\u00f4ng ty s\u1ebd d\u1ea7n tr\u1edf th\u00e0nh th\u00f3i quen trong c\u00e1c kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n
Nghi\u00ean c\u1ee9u (Timothy Bohling, 2006) ch\u1ec9 ra n\u00e2ng cao gi\u00e1 tr\u1ecb kh\u00e1ch h\u00e0ng trong khi gi\u1ea3m chi ph\u00ed, hai t\u00e1c \u0111\u1ed9ng n\u00e0y c\u00f9ng nhau t\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng v\u00e0 mang l\u1ea1i l\u1ee3i nhu\u1eadn ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n. \u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd c\u1ea7n ph\u1ea3i nh\u1eadn ra r\u1eb1ng c\u00e1c CRM c\u1ee7a m\u1ed9t doanh nghi\u1ec7p l\u00e0 m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb t\u1ed5ng th\u1ec3 ch\u1ee9 kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh ri\u00eang bi\u1ec7t.<\/p>\n","protected":false},"excerpt":{"rendered":"
Kh\u00e1ch h\u00e0ng c\u00f3 vai tr\u00f2 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p. Th\u1ef1c t\u1ebf, b\u1ea5t k\u1ec3 ng\u00e0nh kinh doanh n\u00e0o, cho d\u00f9 doanh nghi\u1ec7p cung c\u1ea5p lo\u1ea1i s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 n\u00e0o, kh\u00e1ch h\u00e0ng c\u1ee7a \u0111\u01a1n v\u1ecb \u0111\u1ec1u l\u00e0 t\u00e0i s\u1ea3n c\u00f3 gi\u00e1 tr\u1ecb nh\u1ea5t \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p \u0111\u00f3. Kh\u00e1ch h\u00e0ng cung c\u1ea5p cho c\u00f4ng … <\/p>\n","protected":false},"author":1,"featured_media":364,"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":[100],"class_list":["post-924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","tag-quan-tri-khach-hang","grid-sizer"],"_links":{"self":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/924","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=924"}],"version-history":[{"count":1,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/924\/revisions"}],"predecessor-version":[{"id":925,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/posts\/924\/revisions\/925"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/media\/364"}],"wp:attachment":[{"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/media?parent=924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/categories?post=924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kthtx.vn\/index.php\/wp-json\/wp\/v2\/tags?post=924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}