Page 291 - Nghệ Thuật Quản Lý Khách Hàng

flghe rhuar quan ly hhaeh hang

rat ctdn gian, "btidc tiep theo, san pham hoac sti phuc vu can
thiet cua khach hang la loai nao?" Cau tra ldi cua van de nay
can co that nhieu quan sat va ddi thoai trtic tiep, chd khong
phai la phtidng phap tinh toan khoa hoc tien tien.

18. SUfDUNG NGUON THONG TIN HIEN CO NHU THE NAO?
Ban co the nghe qua cau chuyen ve dau may Haley.
Haley Davids la nha che tao dau may dtidc htidng ting nhat
cua My, ong khong chi dai dien cho mot mat cua nen van hoa
My, cung la sti ttidng trting chd tinh than ton thd tti do. Nam
1980, dau may Haley dtidng nhti mat hut ten cac tuyen
dtidng, quan he gitia cong ty Haley vdi khach hang cung
hoan toan bi gian doan. Ho san xua't ra san pham dau may co
gia thanh dat nhting chat ltidng khdng td't, lam cho, lich sii
vinh quang cua thtidng hieu cd tieng tam nha't bay lau nay
khdng cdn tdn tai.
Nam 1986, dau may Haley da di de'n bd vtic pha san.
Ban quan ly mdi nhan thtic ring, hd phai phan cha'n trd lai,
the la lai tien vao the gidi cua khach hang va lien he m&t
thiet vdi khach hang, ddng thdi cung nang cao chat ltidng cua
san pham chinh (dau may loai nang).

Frank Ximon - giam dd'c phdng ke hoach sti nghiep cua
cdng ty dau may Haley tting ndi: "Chung ta phai loai bo ly do
khdng mua dau may Haley cua moi ngtidi."
Trong 5 nam tiep theo, dau may Haley da gianh diidc
38% ty le chiem htiu thi trtidng. Tti nam 1991, ltidng tieu thu
ra ntidc ngoai cua dau may cung tang 50%. Trong cung mot
thdi ky, ldi nhuan doanh nghiep da tang 185%, lai rdng U)l
ky luc lich sti vdi mtic tang trtidng 220%. Ddng thdi, cdng ty

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