Page 164 - Nghệ Thuật Quản Lý Khách Hàng
P. 164

ChJdng 3. To hgp khach hang

           dang ke hoac can ban la khong co ldi. Do do de nhan thay
           rang co thi danh gia tinh co lai cua mdi quan he khach hang
           co thd dem den cho ho nhieu ldi ich, dong thdi c6 the chinh
           help co hieu qua sxi no liic trong viec tao ra, phat trien va duy
           tri moi quan he khach hang.
              Trinh tii moi quan he mdi co the diia vao gia tri tiem
           nang cua khach hang ma sap xep thd td hoac chia thanh
           nhieu tang ldp khac nhau de khi nhu cau cda khach hang co
           sti thay doi hoac can lay thong tin m6i nhat ve ho thi no co
           tac dung tich ctic trong viec quan ly mdi quan he vdi khach
           hang. Tuy d day chung ta ta ndi ve trinh td mdi quan he la
           noi den viec phat trien va duy tri quan he vdi khach hang
           hien cd, thtic ra dieu nay cung gidng nhii dd'i vdi khach hang
           mdi.
              Tuy nhien, de danh gia gia tri hoac ldi ich tiem tang cua
           quan he khach hang khdng ddn gian nhu  chung ta nghi.
                                                 1
           Trong nhieu khach hang, nhdm khach hang gia tri cao va gia
           tri thap thdng thiidng cd rat nhieu dang, hdn nda cung khdng
           the hoan toan ddn gian lay nhdng dac trdng td ket qua thd'ng
          ke dan sd'de giai thich.
              Do vdy, chung ta cdn vdn dung nhieu loai nhan td' khac
          nhau de phan tich va dii bao kha nang thu ldi tiem tang td
          md'i quan he khach hang, tdc la tan dung md hinh mat cat
          doc mot each chuan xac.
              Wachovia cd mot dac diem la: ho tien hanh phan tich va
          danh gia dd'i vdi ta't ca cac khach hang, dieu nay khac vdi
          each lam cua da sd' hien tai.
              Cach lam thdng thtidng la gia dinh cd mot nhdm khach
          hang vdi dac trUng nha't dinh, vi du la nhdng ngudi chuyen

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