{"id":1117,"date":"2013-07-01T15:01:50","date_gmt":"2013-07-01T08:01:50","guid":{"rendered":"http:\/\/science-technology.vn\/?p=1117"},"modified":"2013-07-01T15:01:50","modified_gmt":"2013-07-01T08:01:50","slug":"quan-li-quan-he-khach-hang-crm","status":"publish","type":"post","link":"https:\/\/science-technology.vn\/?p=1117","title":{"rendered":"Qu\u1ea3n l\u00ed quan h\u1ec7 kh\u00e1ch h\u00e0ng (CRM)"},"content":{"rendered":"

Ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3n l\u00ed quan h\u1ec7 kh\u00e1ch h\u00e0ng (CRM) l\u00e0 s\u1ea3n ph\u1ea9m ph\u1ea7n m\u1ec1m \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 gi\u00fap c\u00e1c doanh nghi\u1ec7p h\u1ed9i t\u1ee5 v\u00e0o m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a n\u00f3. Ph\u1ea7n m\u1ec1m CRM theo d\u00f5i li\u00ean h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng, thu th\u1eadp th\u00f4ng tin b\u00e1n h\u00e0ng, d\u1eef li\u1ec7u h\u1ed7 tr\u1ee3 s\u1ea3n ph\u1ea9m v\u00e0 c\u00e1c v\u1ea5n \u0111\u1ec1 kh\u00e1c. M\u1ecdi d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch, ph\u00e2n lo\u1ea1i, v\u00e0 t\u1ed5 ch\u1ee9c th\u00e0nh b\u00e1o c\u00e1o cho c\u1ea5p qu\u1ea3n l\u00ed.<\/span><\/p>\n

Ng\u00e0y nay g\u1ea7n nh\u01b0 m\u1ecdi doanh nghi\u1ec7p \u0111\u1ec1u d\u00f9ng ch\u01b0\u01a1ng tr\u00ecnh CRM, \u0111\u1eb7c bi\u1ec7t doanh nghi\u1ec7p ph\u1ee5 thu\u1ed9c v\u00e0o c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng l\u1eb7p l\u1ea1i, d\u00f9ng t\u1ed5 b\u00e1n h\u00e0ng \u0111\u1ec3 li\u00ean h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng, hay nh\u1eefng ng\u01b0\u1eddi cung c\u1ea5p d\u1ecbch v\u1ee5 b\u1ea3o h\u00e0nh. CRM thu th\u1eadp d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng, nh\u1eadn di\u1ec7n \u0111i\u1ec1u kh\u00e1ch h\u00e0ng c\u1ea7n, x\u00e1c \u0111\u1ecbnh li\u1ec7u kh\u00e1ch h\u00e0ng c\u00f3 mong \u0111\u1ee3i c\u00e1i g\u00ec \u0111\u00f3 t\u1eeb c\u00f4ng ti kh\u00f4ng, nh\u1eadn di\u1ec7n kh\u00e1ch h\u00e0ng m\u1edbi c\u0169ng nh\u01b0 kh\u00e1ch h\u00e0ng tho\u1ea3 m\u00e3n hay kh\u00f4ng tho\u1ea3 m\u00e3n v\u1edbi c\u00f4ng ti v.v.<\/p>\n

V\u1ec1 c\u0103n b\u1ea3n, h\u1ec7 th\u1ed1ng CRM l\u00e0 m\u1ed9t c\u01a1 s\u1edf d\u1eef li\u1ec7u, l\u01b0u gi\u1eef th\u00f4ng tin c\u00f3 t\u1ed5 ch\u1ee9c v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c b\u1ea3n ghi c\u1ee7a h\u1ecd \u0111\u1ec3 cho ph\u00e9p c\u1ea5p qu\u1ea3n l\u00ed c\u00f4ng ti c\u0169ng nh\u01b0 ng\u01b0\u1eddi b\u00e1n h\u00e0ng v\u00e0 ti\u1ebfp th\u1ecb truy nh\u1eadp nhanh ch\u00f3ng \u0111\u1ec3 ra quy\u1ebft \u0111\u1ecbnh. C\u00e1c ki\u1ec3u th\u00f4ng tin \u0111\u01b0\u1ee3c l\u01b0u gi\u1eef tu\u1ef3 thu\u1ed9c v\u00e0o h\u1ec7 th\u1ed1ng \u0111\u01b0\u1ee3c d\u00f9ng l\u00e0m g\u00ec v\u00e0 h\u1ec7 th\u1ed1ng \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp th\u1ebf n\u00e0o.<\/p>\n

CRM h\u1ed7 tr\u1ee3 cho c\u00f4ng ti trong vi\u1ec7c ki\u1ebfm kh\u00e1ch h\u00e0ng (ti\u1ebfp th\u1ecb, b\u00e1n) gi\u1eef h\u1ecd l\u00e0 kh\u00e1ch h\u00e0ng trung th\u00e0nh b\u1eb1ng vi\u1ec7c cho h\u1ecd c\u00e1c l\u00ed do \u0111\u1ec3 \u1edf l\u1ea1i v\u1edbi c\u00f4ng ti (khuy\u1ebfn kh\u00edch, gi\u1ea3m gi\u00e1) v\u00e0 t\u0103ng tr\u01b0\u1edfng thu nh\u1eadp th\u00eam t\u1eeb h\u1ecd qua th\u1eddi gian b\u1eb1ng vi\u1ec7c b\u00e1n cho h\u1ecd nhi\u1ec1u th\u1ee9 h\u1ecd \u0111\u00e3 mua (khuy\u1ebfn kh\u00edch \u0111\u1eb7c bi\u1ec7t \u0111\u1ec3 t\u0103ng s\u1ed1 b\u00e1n). Trong qu\u00e1 kh\u1ee9, ph\u1ea7n l\u1edbn c\u00e1c l\u00ed thuy\u1ebft kinh doanh ch\u1ec9 h\u1ed9i t\u1ee5 v\u00e0o vi\u1ec7c b\u00e1n h\u00e0ng v\u00e0 l\u1ee3i nhu\u1eadn nh\u01b0ng trong c\u1ea1nh tranh to\u00e0n c\u1ea7u, m\u1ed9t l\u00ed thuy\u1ebft m\u1edbi n\u1ed5i l\u00ean \u0111\u1ec3 h\u1ed9i t\u1ee5 v\u00e0o vi\u1ec7c gi\u1eef kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng tr\u01b0\u1edfng doanh nghi\u1ec7p. Ng\u00e0y nay \u201ctho\u1ea3 m\u00e3n kh\u00e1ch h\u00e0ng\u201d l\u00e0 qui t\u1eafc m\u1edbi c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

Gi\u1eef kh\u00e1ch h\u00e0ng \u1edf l\u1ea1i v\u1edbi doanh nghi\u1ec7p l\u00e0 c\u00f3 hi\u1ec7u qu\u1ea3 chi ph\u00ed l\u1edbn h\u01a1n nhi\u1ec1u vi\u1ec7c bao gi\u1edd c\u0169ng ph\u1ea3i t\u00ecm kh\u00e1ch h\u00e0ng m\u1edbi. Nhi\u1ec1u doanh nghi\u1ec7p ng\u00e0y nay \u0111ang h\u1ed9i t\u1ee5 b\u00ean ngo\u00e0i h\u01b0\u1edbng t\u1edbi kh\u00e1ch h\u00e0ng. B\u1eb1ng vi\u1ec7c cho kh\u00e1ch h\u00e0ng d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n, hi\u1ec3u nhu c\u1ea7u c\u1ee7a h\u1ecd v\u00e0 h\u1ed7 tr\u1ee3 h\u1ecd, d\u1ec5 d\u00e0ng h\u01a1n \u0111\u1ec3 gi\u1eef h\u1ecd l\u00e0 kh\u00e1ch h\u00e0ng trung th\u00e0nh. \u0110\u00f3 l\u00e0 l\u00ed do t\u1ea1i sao ph\u1ea7n m\u1ec1m CRM \u0111\u01b0\u1ee3c d\u00f9ng r\u1ed9ng r\u00e3i trong m\u1ecdi doanh nghi\u1ec7p. Ch\u1eb3ng h\u1ea1n, c\u00f4ng ti vi\u1ec5n th\u00f4ng t\u1eb7ng nhi\u1ec1u \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng cho kh\u00e1ch h\u00e0ng ch\u1eebng n\u00e0o h\u1ecd c\u00f2ng \u0111\u1ed3ng \u00fd \u1edf l\u1ea1i v\u1edbi c\u00f4ng ti \u00edt nh\u1ea5t trong hai n\u0103m. \u0110\u1ec3 gi\u1eef h\u1ecd, c\u1ee9 hai m\u01b0\u01a1i th\u00e1ng c\u00f4ng ti l\u1ea1i cho ph\u00e9p h\u1ecd \u0111\u1ed5i \u0111i\u1ec7n tho\u1ea1i c\u0169 l\u1ea5y \u0111i\u1ec7n tho\u1ea1i m\u1edbi \u0111\u1ec3 cho h\u1ecd kh\u00f4ng chuy\u1ec3n c\u00f4ng ti. T\u1ea5t nhi\u00ean, c\u00f4ng ti s\u1ebd t\u0103ng tr\u01b0\u1edfng thu nh\u1eadp th\u00eam b\u1eb1ng vi\u1ec7c t\u00ednh th\u00eam ti\u1ec1n v\u00e0o c\u00e1c t\u00ednh n\u0103ng ph\u1ee5, l\u01b0u gi\u1eef, v\u00e0 n\u00e2ng c\u1ea5p \u0111\u1ec3 cho h\u1ecd chi nhi\u1ec1u h\u01a1n.<\/p>\n

C\u00f3 nhi\u1ec1u s\u1ea3n ph\u1ea9m ph\u1ea7n m\u1ec1m CRM tr\u00ean th\u1ecb tr\u01b0\u1eddng; m\u1ed9t s\u1ed1 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf cho doanh nghi\u1ec7p hay c\u00f4ng ti \u0111\u1eb7c bi\u1ec7t. Tuy nhi\u00ean, ph\u1ea7n l\u1edbn s\u1ea3n ph\u1ea9m ph\u1ea3i \u0111\u01b0\u1ee3c chuy\u00ean bi\u1ec7t ho\u00e1 cho t\u1eebng doanh nghi\u1ec7p. C\u00e1c h\u1ec7 th\u1ed1ng CRM \u0111\u01b0\u1ee3c c\u00e0i \u0111\u1eb7t k\u00e9m c\u00f3 th\u1ec3 g\u00e2y nhi\u1ec1u h\u1ea1i h\u01a1n l\u00e0 l\u1ee3i. C\u01a1 s\u1edf d\u1eef li\u1ec7u ch\u1ec9 l\u00e0 t\u1ed1t khi n\u00f3 ch\u1ee9a th\u00f4ng tin, n\u1ebfu d\u1eef li\u1ec7u kh\u00f4ng \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c t\u1ed1t, hay kh\u00f4ng \u0111\u01b0\u1ee3c l\u01b0u gi\u1eef \u0111\u00fang, th\u00ec n\u00f3 kh\u00f4ng th\u1ec3 \u0111\u01b0\u1ee3c d\u1ef1a v\u00e0o \u0111\u1ec3 b\u00e1o c\u00e1o. L\u1ea5y th\u00f4ng tin sai s\u1ebd ph\u00ed th\u1eddi gian v\u00e0 ti\u1ec1n b\u1ea1c, v\u00e0 c\u00f3 th\u00f4ng tin kh\u00f4ng \u0111\u00fang \u0111\u01b0\u1ee3c chuy\u1ec3n cho kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 l\u00e0 \u0111i\u1ec1u t\u1ed3i t\u1ec7 cho doanh nghi\u1ec7p.<\/p>\n

\u0110\u1ec3 chuy\u00ean bi\u1ec7t ho\u00e1 m\u1ed9t CRM, c\u00f4ng ti c\u1ea7n c\u00f3 ng\u01b0\u1eddi qu\u1ea3n l\u00ed h\u1ec7 th\u00f4ng tin c\u00f3 k\u0129 n\u0103ng, ng\u01b0\u1eddi hi\u1ec3u c\u1ea3 doanh nghi\u1ec7p c\u0169ng nh\u01b0 v\u1ea5n \u0111\u1ec1 k\u0129 thu\u1eadt. Nh\u1eefng ng\u01b0\u1eddi c\u00f3 k\u0129 n\u0103ng n\u00e0y c\u00f3 th\u1ec3 c\u1ea3i ti\u1ebfn c\u00e1c \u1ee9ng d\u1ee5ng CRM m\u1edbi \u0111\u1ec3 l\u00e0m cho ch\u00fang l\u00e0m vi\u1ec7c t\u1ed1t v\u1edbi kinh doanh c\u1ee7a c\u00f4ng ti. Kh\u00f4ng c\u00f3 hi\u1ec3u bi\u1ebft v\u1ec1 doanh nghi\u1ec7p hay kh\u00f4ng c\u00f3 hi\u1ec3u bi\u1ebft k\u0129 thu\u1eadt t\u1ed1t, c\u00f4ng ti c\u00f3 th\u1ec3 ph\u1ea3i ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c nh\u00e0 t\u01b0 v\u1ea5n b\u00ean ngo\u00e0i \u0111\u1ec3 chuy\u00ean bi\u1ec7t ho\u00e1 c\u00e1c \u1ee9ng d\u1ee5ng CRM.<\/p>\n

 <\/p>\n

—-English version—-<\/p>\n

 <\/p>\n

Customer Relationship Management (CRM)<\/p>\n

A Customer Relationship Management (CRM) program is a software product designed to help businesses focuses on the relationships with its customers. CRM software tracks contact with customers, collect sales information, product support data and other issues. All data are analyzed, categorized, and organized into reports to management.<\/p>\n

Today nearly all businesses are using a CRM program, especially business that depends on a repeat customer base, uses a sales team to contact customers, or those providing a maintenance service. CRM collects customers data, identifies what customers want, determine whether customer is expecting something from the company, identify potential new customers as well as which customer is happy or unhappy with the company etc.<\/p>\n

Basically, CRM system is a database, storing organized information about customers and their records to allow company management as well as sale and marketing people to access quickly to make decision. The types of information that are stored depend on what system is used for and how that system is set up.<\/p>\n

CRM supports the company in getting customers (Marketing, Sales), keeps them as loyal customers by giving them reasons to stay with the company (Incentives, Discounts) and grows additional revenue from them overtime by selling them more of what they have brought (Special incentives to increase sales). In the past, most business theories are focusing only on sales and profit but in global competition, a new theory emerges to focus on keeping customers and growing the business. Today \u201cCustomer Satisfaction\u201d is the new rule of business.<\/p>\n

Keep customer to stay with the business is much more cost effective than always having to find new customers. Many businesses today are focusing externally towards the customer. By giving customers better services, understand their needs and supporting them, it is easier to keep them as loyal customers. That is why CRM software is widely used in every business. For example, Telecommunication Company would give away mobile phones to customers as long as they agree to stay with the company for at least two years. To keep them, every twenty months company would allow them to exchange old phone for new phone so they do not switch company. Of course, company would grow additional revenue by charging more on additional features, storage, and upgrades to get them to spend more.<\/p>\n

There are many CRM software products on the market; some are designed for specific business or companies. However, most must be customized for each business. Badly implemented CRM systems can do more harm than good. A database is only as good as the information it contains, if the data is not well organized, or incorrectly stored, then it cannot be relied upon for report. Getting wrong information will waste time and money, and having incorrect data relayed to a customer can be worse for business.<\/p>\n

To customize a CRM, the company needs to have skilled information system managers who understand both the business as well as the technical issues. These skilled people can improve new CRM applications to make them work well with company business. Without understand the business or having good technical understanding, the company may have to depend on external consultants to customize the CRM applications.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3n l\u00ed quan h\u1ec7 kh\u00e1ch h\u00e0ng (CRM) l\u00e0 s\u1ea3n ph\u1ea9m ph\u1ea7n m\u1ec1m \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 gi\u00fap c\u00e1c doanh nghi\u1ec7p h\u1ed9i t\u1ee5 v\u00e0o … <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,3],"tags":[],"class_list":["post-1117","post","type-post","status-publish","format-standard","hentry","category-nha-doanh-nghiep","category-quan-li-he-thong-tin"],"_links":{"self":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/1117","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1117"}],"version-history":[{"count":1,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/1117\/revisions"}],"predecessor-version":[{"id":1118,"href":"https:\/\/science-technology.vn\/index.php?rest_route=\/wp\/v2\/posts\/1117\/revisions\/1118"}],"wp:attachment":[{"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1117"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/science-technology.vn\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}