Quản trị quan hệ khách hàng trong kinh doanh thương mại bán lẻ

QUAN TRI KINH DOANH<br /> <br /> <br /> CLAN I P ! ClAN HE KWA8H hANO<br /> imm KINH acANH THUCNG M A I BAN LE<br /> Phan Thi Thu Hoai *<br /> <br /> <br /> ^ ^ = ^ uan tn quan he khach hang la mdt trong nhOng hudng phat trien mdi cua cac doanh nghiep,<br /> C . ^ / / a tdet ly quan tn trong hoat ddng kinh doanh va gdp phan giOp cho cac nha kinh doanh ban<br /> le daTdddc ldi the kinh tetheo pham vi, nhd dd cd the gianh dOdc ldi the canh tranh tren thj trodng. Quan<br /> trj quan he khach hang trong ban le cd nhOng dac trung khac vdi quan tn, quan he khach hang trong<br /> cac Unh voc khac va can phai thOc hien theo mdt tien trinh nhat djnh de dat tdi dich cudi cung la thanh<br /> cdng trong kinh doanh. Trong dieu ki$n canh tranh cua nganh kinh doanh ban le dang bao hda hien nay,<br /> cac nha ban le can van dung triet ly nay tren gdc do khac nhau tO xac lap muc tieu, khac biet hda chao<br /> hang tdi cac khach hang, tao ra mdi trudng hoc hoi lab nhau giOa khach hang va nha ban le, thuc hien<br /> ddi mdi khdng ngOng va ludn tao ra gia tn cho khach hang ddng thdi can tao dieu kien thudn ldi nhat de<br /> dam bao cd the thUc hien trao ddi tUdng tacgiOa doanh nghiep va cOa hang ban le vdi cac khach hang.<br /> <br /> <br /> 1. Dac trUng hoat ddng quan tr| quan he vdi marketing ban le lai phu thudc vao quan he cua hp<br /> khach hang cua cac nha ban le vdi khach hang. Cac nha lam marketing ban le<br /> Theo truyen thdng, cac nha lam marketing ban thoc hidn td chOc cac no" lOc marketing theo cac<br /> le thudng theo dudi de dat dupc th| phan nhd dd chOdng trinh thu hut va lUu giO cac khach hang de<br /> cd the gianh dUpc Ipi the kinh te theo quy md. cd the tdi da hda thu nhap cua nha "ban le trong<br /> PhUdng thOc kinh doanh nay d mdt gdc dp nao dd khoang thdi gian quan he vdi cac khach hang cua<br /> la hpp ly, nhung xet cho cung phUdng thUc mar- hp. Cac nha lam marketing ban le cd gang tang<br /> keting dai tra nay da de lang phi mot ngudn loc hieu qua hoat ddng cua minh tren cd sd gia tang<br /> tOdng ddi Idn. ThOc te cho thay, de thu hut mot ty le khach hang mua lap lai, gia tang cac khgch<br /> khach hang mdi phai bd ra mdt khoan chi phi cao hang trung thanh va so gan ket cua hp vdi cac nha<br /> gap 10 lan khoan chi phi dung de lOu giO mot ban le. De dat dope dieu nay cac nha ban le phai<br /> khach hang hien tai. Ddng thdi, cac nha ban le xay dong so tin todng ddi vdi khach hang, xay<br /> thay rang can phai khai thac tdt nhat gia tri khoang dOng va gia tang so quen thupc ddi vdi khach<br /> thdi gian hpp tac cua doanh nghiep vdi khach hang va nudi dOdng quan he dai han vdi hp, ludn<br /> xay dong va quan tr| mdi quan he tOdng tac vdi<br /> hang ke ca khach hang cua hp la nhOng ca nhan<br /> khach hang de dam bao mpi hoat ddng phai<br /> va hd gia dinh nhd le, vi vay hien nay cac nha lam<br /> hodng tdi phuc vu tdt cho khach hang. Trong<br /> marketing ban le thodng theo dudi song song ca<br /> khoang thdi gian quan he vdi khach hang cac nha<br /> hai chien lOpc marketing la theo dudi th| phan cua<br /> lam marketing ban le phai tdi da hda nhOng ddng<br /> th| trudng va dac biet phai theo dudi th| phan cua<br /> gdp cua tOng khach hang vao Ipi nhuan tong the<br /> khach hang, nghTa la khai thac tdt hdn tOng khach<br /> cua doanh nghiep.<br /> hang ddi vdi hoat ddng ban le cua minh de lam the<br /> nao mdt khach hang mua modi san pham (tOc la Ddi vdi cac nha ban le, khach hang cua hp la<br /> dat dope ldi the theo pham vi) chO khdng phai chi cac ca nhan va cac hp gia dinh nen cd sd lupng<br /> ciiu y tdi viec thu hut modi khach hang va mdi khach hang Idn ddng thdi cd dac diem nhan kiiau<br /> khach hang chi mua mdt san pham (tOc la dat ldi<br /> the kinh te theo quy md). Tuy nhien, mOc dp khai<br /> thac nhOng khach hang hien tai cua cac nha lam PGS. TS., Trudng Dai hpc Thuong mai<br /> <br /> KHOA HOC<br /> 24 Thuang Mai' So 37/2010<br />  TRI KINH D I<br /> <br /> hpc, dSc diem tam ly het sOc da dang. Hdn nOa, 2. Cac budc cua quan tr| quan h$ khach hang<br /> sd lan mua hang cua nhOng khach hang mua le Quan tri quan he vdi khach hang cua cac nha<br /> thodng nhd, do dd viec nam bat dcic diem, theo ddi ban le thudng bao gdm cac hoat ddng khac<br /> so thay ddi nhu cau, hoan canh cua khach hang nhau theo mdt trinh to nhat dmh dope bieu dieii<br /> theo thdi gian, thoc hien cac djch vu sau ban va trong hinh 1.<br /> quan he tUdng tac Hinh 1: Qua trinh va cac giai doan quan tn quan he khach hang cua nha ban le<br /> vdi khach hang cd<br /> tinh dieh tien khd<br /> khan hdn nhieu so<br /> vdi cac nha kinh<br /> doanh ban budn vdi<br /> cac khach hang cd<br /> sd lupng Idn hdn va<br /> mua tap trung hdn.<br /> Dac biet, vdi cac<br /> khach hang cua nha ban le thi do sd thich va th| Bodc 1, djnh hodng khach hang: toan bd<br /> hieu thay ddi nen mong mudn, yeu cau vdi dang doanh nghiep hay cOa hang ban le phai cd suy<br /> san pham lai cd so thay ddi theo lOa tudi, theo giai nghT va hanh ddng tap trung vao cac nhu cau,<br /> doan khac nhau cua chu ky ddi sdng, hoac trong mong mudn va khd khan cua khach hang hien tai<br /> qua trinh sinh trudng va thay ddi nghe nghiep, cung nhu tiem nang. De dam bao cd the thoc hien<br /> hoan canh sdng cua cac ca nhan va cac thanh dieu nay nha ban le phai cd tri thOc day du va<br /> vien trong hp gia dinh. Vay nen, trong qua trinh thdng tin chinh xac ddi vdi th| trudng, san pham,<br /> quan tr| quan he vdi khach hang ddi hdi cac nha ddi thu canh tranh va dac biet la cac khach hang.<br /> ban le can nhan dang, nam bat dupe nhOng thay Bodc 2, tap trung vao chat lodng san pham va<br /> ddi nay va cac tac ddng cua no tdi hanh vi mua djch vu: yeu td quan trpng cd the thanh cdng dUdc<br /> cua khach hang de dieu chinh cac chUdng trinh<br /> la chat lupng san pham va d|ch vu cua nha ban le<br /> marketing hdn hpp cho phO hpp vdi tOng ca nhan<br /> phai dam bao trong tUdng quan vdi cac ddi thu<br /> khach hang va tOng hp gia dinh theo tOng giai<br /> canh tranh. Cac nha ban le can phai phdi hpp<br /> doan. So vdi cac nha ban budn, cac nha ban le<br /> nhOng hieu biet ve nhu cau cua khach hang vao<br /> gap khd khan hdn nhieu trong nam bat thong tin<br /> trong giai doan thiet ke chung loai m§t hang ban<br /> khach hang, phan doan khach hang, theo doi<br /> le, nghTa la tim kiem cac chung loai san pham<br /> nhOng thay ddi cua khach hang... vi vay cac nha<br /> thich hpp cho cac khach hang hien tai va tiem<br /> ban le can cd nhOng phUdng thOc thich hpp de thu<br /> nang cua nha ban le.<br /> thap thdng tin ve khach hang, theo ddi nhOng thay<br /> ddi ve hanh vi mua, cd nhOng cdng cu giup nhan Bodc 3, khach hang thoa man: sau khi khach<br /> dang k|p thdi sU chuyen ddi tO giai doan nay sang hang mua va sO dung san pham d|ch vu, nha ban<br /> giai doan khac cua chu ky ddi sdng cac ca nhan le phai dam bao khach hang thoa man vdi san<br /> va hd gia dinh. Ngoai ra, do cac nha ban le cd sd pham va djch vu ma minh cung cap. Chi khi khach<br /> lupng khach hang Idn, yeu cau da dang, phOc tap hang dat dupc mOc dp thoa man cao thi hp mdi cd<br /> va khach hang phan tan, cho nen viec dieu chinh the tien hanh mua lan sau hay lap lai mua nhieu<br /> chUdng trinh marketing cd tinh ca nhan hda cao lan trd thanh khach hang thudng xuyen, ddng thdi<br /> va viec dam bao dat hieu qua chi phi trong hoat hp se gidi thieu nha ban le vdi nhOng ngudi khac.<br /> ddng quan tr| quan he vdi khach hang cua hp thoc Bodc 4, lou giO khach hang: yeu td then chdt<br /> SO khd khan hdn nhieu cac nha kinh doanh vdi cac trong xay dOng cac khach hang thodng xuyen la<br /> khach hang td chOc. Vi vay, cac nha ban le ngoai phai dam bao dUdc so thoa man cua khach hang.<br /> viec ap dung nhOng phOdng phap thoc hien cac Cac nha ban le thudng phai thOc hien chinh xac<br /> hoat ddng marketing cd tinh ca nhan hda cao cdn cac hoat ddng cua hp thich Ong vdi y tOdng va<br /> phai phu hpp vdi tiem nang Ipi nhuan ma ca nhan mong mudn cua cac khach hang, tham chi cdn<br /> cac khach hang va cac hp gia dinh cd kha nang quan tri cac hoat ddng nay de cd the dap Ong cao<br /> mang lai. hdn nhu cau cua khach hang, tao ra sU thoa man<br /> cao nhd dd cd the tao l$p dope cd sd de phat trien<br /> <br /> _KHOA HOC<br /> So 37/2010<br /> Thuang Mai 25<br />  QUAN TRI KINH DO/<br /> <br /> hoat ddng kinh doanh trong tOdng lai. Ngoai ra, vdi cac khach hang hien tai, cac nha<br /> Bodc 5, gia'in cua khach hang va so thanh lam marketing can nhan dang va danh gia dupc<br /> cdng cua nha ban le: den giai doan nay nha ban trong sd hp nhdm nao cd dieu kien, cd kha nang<br /> le tao lap dope mdi quan he ben chat vdi khach tai dat mua va phai dat ra muc tieu, tim kiem bien<br /> hang, mdi quan he nay cd anh hudng rat Idn tdi Ipi phap de cung cd, thuc day cac khach hang tai d§t<br /> nhuan cua nha ban le. Lpi nhuan trung binh tren mua. Cac nha lam marketing ban le can len ke<br /> mdt khach hang cua nha ban le se gia tang cung hoach de quan tr| cac lan mua lap lai cua khach<br /> vdi so gia tang cua mdi quan he khach hang vdi hang nham dat dupc muc tieu khai thac tdi da<br /> nha ban le, nen cac nha ban le phai phan dau dat quan he vdi khach hang.<br /> tdi giai doan nay. ThO hai, van dung bien phap marketing ban le<br /> 3. Van dung quan tr| quan h§ khach hang cua khac biet hda<br /> cac nija kinh doanh thUdng mai ban le nUdc ta Sau khi nhan dang nhOng nhdm khach hang<br /> De thanh cong trong viec khai thac moi quan khac nhau, cac nha lam marketing ban le can<br /> he vdi khach hang cac nha lam marketing ban le nhan dang, xac djnh dupc dac diem ca nhan cua<br /> nudc ta phai dap Ong cac yeu cau sau: khach hang hien tai va tiem nang, ddng thdi thuc<br /> ThO nhat, xac dinh muc tieu ddi vdi hoat ddng hien cac bien phap marketing khac biet hda tdi<br /> marketing ban le nhOng nhdm nay tren cd sd khac biet hda mOc gia<br /> Ddi vdi cac nh^ '•^m marketing ban le khi thoc tr| cua khach hang ddi vdi cOa hang hay doanh<br /> hien quan tri quan he vdi khach hang thodng phai nghiep thOdng mai ban le va dac diem nhu cau<br /> dat ra muc tieu la thoc hien Idi keo va ban hang cua ban than khach hang. Khac biet hda theo<br /> cho khach hang, xay dOng quan he vdi khach hudng tien tdi khach hang hda va ca nhan hda<br /> hang tuy theo tiem nang Ipi nhuan khach hang hoat ddng marketing ddi vdi khach hang de cac •<br /> mang lai. Cac nha ban le khdng nen chi quan tam chao hang, Ong xO marketing ban le phu hpp vdi<br /> den mOc Ipi nhuan hien tai cua khach hang mang khach hang d tOng san pham, d|ch vu chao ban tdi<br /> lai cho minh ma can quan tam tdi cac tiem nang khach hang.<br /> Ipi nhuan cua hp. Mot sd khach hang Ipi nhuan Cac nha lam marketing ban le cung can thudng<br /> hien tai mang lai thap nhong tiem nang Ipi nhuan xuyen theo ddi, nhan dang khach hang de dOa ra<br /> lai rat cao nho cac khach hang hien la sinh vien cac chao hang thich Ong giOa cac san pham, d|ch<br /> dai hpc thudc mdt sd nganh nghe cd thu nhap cao vu cua nha ban le vdi nhu cau cua khach hang va<br /> trong xa hdi, day la ddi tupng can tap trung khai thoc hien cac bien phap to van cho khach hang,<br /> thac trong tUdng lai. Vi vay cac doanh nghiep hay thuyet phuc khach hang theo nhOng phOdng each<br /> cOa hang ban le can quan tam tdi cac thdng tin cd tinh ca nhan hda cho tOng khach hang. Cac<br /> chinh xac ve mOc Ipi nhuan hien tai va tiem nang nha lam marketing ban le can thoc hien hoat ddng<br /> Ipi nhuan trong tOdng lai cua cac khach hang khac marketing chu ddng ddi vdi cac khach hang mua<br /> nhau de tO dd cd cac bien phap Ong xO cho thich lai va khach hang trien vpng nham thuc day hp<br /> hpp. Hinh 2 la mot trong nhOng cp sd de nha ban thoc hien hoat ddng mua lai.<br /> le phan loai khach hang va loa chpn nhOng quyet Hoat ddng marketing ban le cung phai dUpc<br /> dmh dau tu va xay dOng quan he cho thich hdp vdi triet de phan cap theo tam quan trpng cua khach<br /> cac phan doan khac nhau. hang ddi vdi cOa hang hay ddi vdi doanh nghiep<br /> ban le, dd la cd sd de phan<br /> Hinh 2: Phan doan khach hang theo ldi nhuan khach hang mang lai<br /> bd ngudn loc cua hoat ddng<br /> [=han tlcti tiem nang Igi nliu?n khach hang marketing ban le, tO do cung<br /> cap cho hp nhOng kinh<br /> mang lai cho nha ban IS<br /> nghiem mua sam khac biet<br /> Han che Dangke hda vdi cac nhdm khach<br /> hang khac. Cac doanh<br /> MJK:ldnhu$n Cao Baovevaduytri Tinh the duacua thich nhat- nghiep thOdng mai ban le<br /> hiatal khach [lang mang lai khai thac can tap trung tren hai gdc dp<br /> cho nha ban le la can phai ghi nhd cac<br /> Mp QLiantnvaloaibo thdng tin ve dSc diem nhan<br /> I S da hoa<br /> <br /> KHOA HOC<br /> <br /> 26 Thuang Mai So 37/2010<br />  im mMH D<br /> <br /> khau hpc, nhu cau cua khach hang va ghi nhd hd cua minh, cd bien phap thdng tin va Idi keo khach<br /> khach hang de nhac nhd hp nhOng thdi diem ma hang. Vi du nhu khi con cua khach hang chuyen<br /> nhu cau mua sam cua hp se cd nhOng thay ddi to giai doan dodi 6 thang tudi len giai doan tO 6<br /> hoac dieu chinh. De cd the khai thac tdt gia tn thang den 1 tudi thi loai sOa bdt danh cho be se<br /> khoang thdi gian quan he vdi khach hang cac nha thay ddi va nha ban le can cd tho nhac nhd khach<br /> ban le can thuc hien quan tn va dieu chinh hoat hang. Hoac vdi chung loai hang hda ma khach<br /> ddng marketing ban le theo cac phan doan khach hang thudng mua, nha ban le cd nhOng thOdng<br /> hang khac nhau, theo giai doan cua chu ky cudc hieu mdi hoac san pham mdi cung cd the gOi thU<br /> sdng va theo nhu cau cua khach hang. Chi l