Bài giảng Quản trị quan hệ khách hàng: Bài 3 - ThS. Đinh Thu Quỳnh

This document, focusing on "Hoạt động tạo ra giá trị," delves into the foundational aspects of value creation within a business context. In today's dynamic marketplace, understanding and strategically managing the process of generating and delivering value to customers is paramount for sustainable competitive advantage. This study aims to elucidate the multifaceted nature of value, exploring both the benefits businesses provide to their clientele and the reciprocal value organizations derive from these relationships. By examining key concepts such as "Giá trị khách hàng" and "Giá trị trọn đời của khách hàng," alongside the structured components of a product, this paper provides a framework for practitioners and academics to optimize their "Đề xuất giá trị" and foster enduring customer loyalty.

Students and professionals in business administration, marketing, strategic management, and entrepreneurship seeking to understand and optimize value creation and customer relationship management.

This academic module, titled "Hoạt động tạo ra giá trị," systematically explores the critical processes involved in value creation and delivery, emphasizing its significance for organizational success. The discussion begins by introducing the core tenets of value generation, including the imperative to create and transfer value to customers, alongside strategies for maximizing "Giá trị trọn đời của khách hàng" through methods like extracting, up-selling, and cross-selling. A comprehensive exploration of the "Khái niệm giá trị" is presented, detailing how businesses provide value through various activities such as developing a robust "Đề xuất giá trị" and ensuring effective value delivery. The module further elaborates on the intricate nature of "Giá trị khách hàng," defining it as the aggregate benefits customers receive from an enterprise, which can extend beyond the core product or service. It highlights the dual perspective of value, encompassing both what the organization gains from customers (e.g., profit, long-term relationship) and what customers perceive and experience, influencing their satisfaction and willingness to incur costs. Key issues related to "Giá trị khách hàng" are addressed, such as the varied perception of value across different customer segments, the importance of analyzing value drivers, competitor analysis to refine "Đề xuất giá trị," and the strategic use of relationships and brand building. Moreover, the document provides a detailed breakdown of the "Cấu tạo sản phẩm," distinguishing between the core product, expected product (minimum customer expectations), augmented product (exceeding expectations), and potential product. This granular approach underscores how businesses can strategically layer benefits to enhance their overall value offering. Ultimately, the module presents a holistic understanding of how organizations can not only create compelling value but also effectively communicate and sustain it, leading to enhanced customer engagement and long-term profitability.