Page 164 - Nghệ Thuật Quản Lý Khách Hàng

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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