Page 177 - Nghệ Thuật Quản Lý Khách Hàng

Rghg thuat quan tf hhaeh hang

ldi ich ldn cho cong ty ma cong ty chi phai bo ra so phi phuc
vu tha'p, vi the ho da tao lap mdi quan he ldi nhuan lau dai
cho cong ty. Bo phan khach hang nay da tiet kiem duqc gia
thanh khai thac khach hang mdi, dem de'n ldi ich dai lau cho
cdng ty, hdn nha cdn giup cdng ty phat hien ra nhieu khach
hang tiem nang.

3. Cd NHUNG CACH NAO DE PHAN BIET KHACH HANG LON?
Phan biet khach hang ldn la mdt khau rat quan trong
trong quy trinh quan ly khach hang, dudi day la qua trinh
nhan biet khach hang ldn thdng qua phan tich tU gdc dd quy
trinh lam viec.
1. Xac dinh muc dich nghien cdu
Thdng qua viec thu thap, phan tich thdng tin cua khach
hang, tim ra khach hang ldn, thtic hien quan ly ca tinh hoa
khach hang ldn, va tien hanh phuc vu tan tinh, theo sat
khach hang, cai tien dich vu kip thdi, duy tri sU trung thanh
cua khach hang. NhUng tin tUc can thu thap chu yeu gdm:
chi phi tieu dung lan gan day nha't cua khach hang (Recency),
tan sua't chi tieu (Frequency), so tien chi tieu (Monetary).
2. Ngudn phat trien thdng tin
Doanh nghiep nen tao ra nhieu ngudn thdng tin da dang
va tien cho khach hang giao dich vdi cdng ty, vi du nhu 1
thanh lap trung tam ban hang, dien thoai, trung tam trd
giup, thU dien tti va trang web, dien dan cua cdng ty.

3. Thu thap tin the khach hang
Thu thap tin tdc thdng qua cac ngudn da ndi tren, noi
dung thu th^p chu yeu gdm:

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