Page 310 - Nghệ Thuật Quản Lý Khách Hàng

Chuonft 7. Marketing phuc vu
doanh nghiep se giam. Gia sti ban quan ly vin khong hay
biet, thi se trd thanh mot cau chuyen ctidi cho thien ha.
Thti hai, chat ltidng phuc vu tot hay kem khong da phan
biet nhti the, ddi dai lich su v6i khach hang cung khong bang
1
phuc vu tot.
"Doi dai lich sti vdi khach hang" la mpt dieu kien tat yeu
cua "phuc vu chat lupng tot", chU khong phai la mpt dieu
kien day du. Dung phUdng thdc cua khach hang than bi de
danh gia qua thUc la qua bi dpng, td goc dp quan sat ben
ngoai chi co the nhin thay be ngoai cda "sU do'i dai lich sti v6i
khach hang", chd khong the nhin ro ban chat cua phuc vu.

4. THE NAO LA SU* KIEN QUAN TRONG?
Dieu kien day du cua phuc vu chat lupng tot la gi? Nhu
the nao mdi co the phan tich ban chat cua phuc vu? Chung ta
phai ap dung phtidng phap nao? Mudn tra ldi nhdng van de
tren, chdng ta phai biet mpt ly luan quan trpng trong
marketing phuc vu - sti kien quan trpng. Ndi mdt each ddn
gian, sti kien quan trpng chinh la sti kien cd the lam ngtidi
tieu dung hdac khach hang rat bat man hoac hai long.

Ly luan sti kien quan trpng cho ring, phuc vu cd td't hay
khdng can dtia vao mdt hoac nhieu sd kien quan trpng, de
danh gia dp hai long cua khach hang mdi dtidc, nhting chung
ta khdng dtidc hieu li n ldn gida ly luan nay vdi ky thuat cua
sti kien quan trpng. Ky thuat cua sd kien quan trpng chi sd
dung mpt ban miu hang, de thu thap cac trtidng hdp that bai
ve khau phuc vu cda doanh nghiep, sau khi cung thao luan
se tim ra nguyen nhan that bai.

309