Page 38 - Nghệ Thuật Quản Lý Khách Hàng
P. 38
Chaong 1. Moi quan he vdi khach hang
12. SUT DUNG CAC SU KIEN MANG TINH XAC SUAT DE TINH TOAN
GIA TRj TjNH CUA KHACH HANG NHU THE NAO?
Khi moi quan he vdi khach hang dtfdc duy tri trong thdi
gian kha dai va mong muon mua hang kha on dinh, cong
thdc tinh gia tri tinh cua khach hang co the bien thanh mot
mau ti suat co the cung cap phtfdng an danh gia va kha ddn
gian. Xac suat mua hang (hoac tiep tuc mua hang), giup
chdng ta khong nhdng co the dtf tinh dtfdc gia tri khach hang
rieng le, cung cd the dat ra md hinh lien ket hanh vi cua
ngtfdi mua va tinh toan quy md thi trtfdng tiem nang, va cd
gang thay ddi va tao ra xac suat mua hang cua khach hang.
Ngoai ra md hinh xac suat mua hang cung cd the giup
doanh nghiep hieu ro hdn ve viec ltfa chon each phan phdi
ngudn vd'n nhtf the nao khi ma cdng ty vtfa mud'n gianh dtfdc
nhieu khach hang mdi hdn va phat trien hoan toan cac khach
hang da cd. Trong rat nhieu vi du, nhieu doanh nghiep tuy
da gianh dtfdc khach hang nhtfng chi nam dtfdc mdt phan
hanh vi mua hang cua ho. Ne'u chi chu y den bd phan san
pham, chung ta khd tranh khdi viec khdng phan biet ro giao
dich gida gianh dtfdc khach hang va phat trien khach hang.
Vi du: vdi 25% thi phan tren thi trtfdng ca phe Kaffa
gianh vi tri ddng dau, xep trddc nhan hieu ca phe truyen
thd'ng Maxwell vdi thi phan 15%. Nhtfng ti le nhdng khach
mua ca phe vi dam cua Kaffa chi cao hdn ti le nay cua
Maxwell 6% (58% so vdi 52%). Nhtfng xac suat cd the mua ca
phe nhan hieu Kaffa cua cac khach mua ca phe vi dam cua
hang nay la 38% (sd dung cdng thdc chung tdi dtfa ra); ttfdng
dng vdi nd, trong cung thdi diem dd xac suat nay d khach
mua san pham ca phe cua Maxwell chi la 24%.
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