Page 240 - Nghệ Thuật Quản Lý Khách Hàng

Chuong b. Quan ly tri thiic khach hang
hang va ho sd khach hang mang tinh hanh vi rpng rai, phan
ldn doanh nghiep (85%) phai dtia vao he thdng kho dti heu tti
nhieu nguon thong tin khac nhau. Chi co 19% doanh nghiep
co the phat trien thanh cong he thong chung, dong thdi thong
qua he thong nay de cung cap quan diem khach hang hoan
chinh. Thong tin thtidng gap nhat trong kho dti lieu
marketing bao gom nhiing mat sau:
* Khach hang hien co (97%)
* Khach hang cu (76%)
* Khach hang tiem nang (53%)
Trong nhiing doanh nghiep dinh nghia "khach hang" la
nha trung gian hoac ddi tac sti nghiep, chung ta dtidc con sd
la 70%.
* Ngudn thdng tin tiep ndi ben ngoai, vi du dieu tra hp
khau, danh sach dat mua hoac he thdng kho dti lieu chuyen
ban.
Da sd doanh nghiep ldn tren (tap chi Ngdi sao tai chinh"
deu sti dung ky thuat khoa hpc thdng tin khach hang, de
mong cd dtidc ket qua sau:

* Chu trpng ty le bao ltiu cua khach hang (78%)
* Tim khach hang cd kha nang phat trien quan he lam
muc tieu chinh de gianh lay khach hang (76%)
* Xac dinh nhting khach hang nao can ra stic marketing
theo kieu chinh hdp (66%)
* Kiem nghiem thanh tich va hieu qua cua heat ddng
marketing va san pham (58%)

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