Page 106 - Nghệ Thuật Quản Lý Khách Hàng

Chaonfl 2. Lien ket khach hang

va duy tri stf co' gang. Trtfdc khi quye't dinh gia tri cua td hpp
khach hang hien co, ban phai danh gia gia tri dong thai cua
khach hang ca biet, gia tri cua to hdp khach hang chung, va
stf trUdng thanh cua nen tang khach hang.
Khi bat dau, ban co the khong hoan toan co thong tin
can thiet de phat trien stf danh gia chinh xac, nhtfng thong
qua mot sd kien thtfc va stf phan doan thong thtfdng, ban va
co the dtfa ra ldi danh gia tot nha't.
Khi nhtfng thong tin nay deu chuan bi thoa dang, ban co
the thong qua nhtfng van de dtfdi day, de tim ra trpng diem
phan tich va thao luan:
* Phan phdi gia tri cua quan he khach hang la nhtf the
nao? La phdn ldn khach hang deu tap trung tai gan so' binh
quan, hien len mpt tinh trang rat tap trung, hoac gitfa cac
ddi ttfdng khach hang khac nhau c6 tinh thay ddi rat 16n, va
hien len mpt tinh trang phan bo' ttfdng ddi rpng: Hoac gidi
han d gitfa hai ngtfdi?
* Stf tap trung cua gia tri chung dat den mtfc dp nhtf the
nao? Gia thiet 15% den 20% khach hang trtfdc day (Vi du cd
mdt sd'cdng ty cd phan phdi gia tri quan he tap trung cao dp.
Khach hang cua mdt so' cdng ty khac cd cam nhan tan thanh
hieu sua't mua lai va dd'i vdi thtfdng hieu rat cao, thi bieu
hien stf phan phdi gia tri cao.)
* Neu phan phdi gia tri ttfdng ddi tdp trung d nhdm
khach hang dac dinh, nhtf vay gitfa nhtfng khach hang nay
va khach hang khac phai chang cd stf khac biet rd ret? Sd
ltfdng hp mua cd phai la kha nhieu, tdn so' phai chang kha
cao, ldi nhuan san phdm mua sdm phai chang kha hau hinh,
hoac quan he duy tri kha lau.

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