Page 40 - Nghệ Thuật Quản Lý Khách Hàng
P. 40
Chiiong 1. Moi quan he vdi khach hang
Cong thdc nay cung co the dtfdc bieu thi theo phtfdng
thdc sau:
GV = N^iQ^d -N^{A, +D, +R,)d'
1
Chung toi gia thie't khach mua ca phe vi dam binh quan
moi nam se mua 20 hop ca phe, ne'u lai rong cua moi bao ca
phe la mot dong, hoac moi nam 20 dong, va ho duy tri viec
mua hang nay trong thdi gian kha dai. Chi phi sd dung von
la 10% gia tri thtfc te cua khach mua ca phe vi dam la 200
ddng. Gia tri tinh cua khach mua ca phe htfdng vi dam cua
hang Kaffa trong sd' dd la 38% hay la 76 ddng, gia tri tinh
cua khach hang cua ca phe Maxwell chi la 48 ddng bdi vi xac
suat ho cd the mua hang chi la 24%.
Lieu Maxwell cd nen thd thu hut nhieu khach hang cd
gia tri cao hdn hoac la phat trien gia tri cua cac khach hang
da cd md'i quan he lau dai vdi cdng ty (cung chinh la tang ti le
xac suat nua hang cua nhdng khach hang nay)?
Trd phi cdng ty nay cd nhdng han che ve dtf toan mang
tinh toan dien, neu khdng quyet dinh xem lieu cd gianh dtfdc
khach hang mdi hoac la phat trien tren cd sd cac khach hang
da cd, hai van de nay ve cd ban la ddc lap vdi nhau.
Nen bo ra bao nhieu chi phi va tam huyet vao viec gianh
dtfdc khach hang mdi va duy tri cac khach hang da cd, dieu
nay dddc quyet dinh bdi cac chi phi va san pham rieng le.
Neu khdng cd nhdng han che ve dtf toan, hang ca phe
Maxwell nen thd thu hut cac khach hang mua ca phe vi dam
mdi de cd the dat dtfdc muc tieu cd lai, vi chi phi de gianh
dddc khach hang khoang 48 ddng. Bdi vi xac suat mua hang
cua mdi khach hang tang mot gia tri phan tram khoang 2
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