Page 153 - Nghệ Thuật Quản Lý Khách Hàng

Hghg thuat quan ly khach hang

nhu the nao tren thi trudng. Bo phan maketing cua Steptone
quan ly td hpp khach hang da phat trien cua doanh nghiep
vha va nhd vdi sd' lupng nhan cdng khoang ttf 5 de'n 50 ngtfiji.
Ddi vdi khach hang vtfa va ldn Steptone cung cap cho ho sti
dinh vi gia tri keo dai, bao gdm ca phuc vu va stf tin hieing
lau dai. trong sP dd tren, chung ta cd the tha'y dtfpc muc tieu
ro rang va dinh vi gia tri keo dai cua Steptone khi ltfa chon
khach hang.

Mudn dat dupe yeu cau cua khach hang, ro rang phai
lien he den tinh hinh kinh te cua khach hang, bao gom sieu
thi cd gia thanh cd' dinh cao va dac tinh gia thanh biendong
tha'p, va tinh trang khac nhau cua kinh doanh hieu qua trtic
tiep gitfa thanh pham cd dinh tha'p va dac trtfng thanh pham
bien dpng cao.
Bp phan maketing cua Steptone vtfa phu trach cd cau chi
nhanh tieu thu hieu qua trtfc tiep cua cdng ty vtfa la vi du tot
nha't cua viec van dung rdng rai kien thtfc khach hang de tim
hieu sau sac ve tinh trang kinh te cua khach hang.
Ttf nam 1991 sau khi trd thanh bp phan maketing ciia
cdng ty Steptone bp phan nay da tang trtfdng vdi mdc gan
55%/nam, kim ngach tieu thu la 3,5 ti dola, ddng thdi so
khach hang ma hp chiu trach nhiem xd ly da chiem tren 25
% khach hang doanh nghiep nhd.

Su ra ddi cua maketing Steptone cd ngudn gdc td mo
hinh quan he khach hang cua Steptone thdi ky dau tien (sieu
thi hinh thdc ttf trp)
Cho du hinh thtfc maketing rat thanh cdng nhtfng van
chtfa cd the lien ket vdi nhu cau cua mdt sd tap the khach
hang quan trpng. Thdi ky dau Steptene phan dinh thi trtfdng

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