Page 41 - Nghệ Thuật Quản Lý Khách Hàng
P. 41
Rghe rhuat quan ly khach hang
dong, hang ca phe Maxwell phat trien cac khach hang mua
ca phe vi dam da co cua minh cho den khi cudi cung chi phi
dat mile 2 ddng thi ho cung co the co lai.
Mo hinh kha nang co the mua hang cung co the dtfdc ting
dung vao viec tinh toan, danh gia gia tri hy vong cua thdi
gian duy tri mo'i quan he vdi khach hang. Trong rat nhieu vi
du, doanh nghiep se cam tha'y khd cd the tinh dtfdc dp dai
quang thdi gian duy tri dtfdc md'i quan he. Dd'i vdi mdt nhom
khach hang cd cung dac trtfng, nhtfng tai lieu mang tinh he
thd'ng ttf trtfdc den nay cua nhdm khach hang nay cd the se
cd ich cho viec dtf doan hanh vi mua hang cua hp trong ttfdng
lai, nhtfng da phan day la mdt chi dan khdng dang tin cay.
Nhtfng rat nhieu doanh nghiep se tien hanh dtf tinh xac suat
mua hang hoac la xac suat tiep tuc mua hang cua cac khach
hang hien tai hay cac khach hang gan thdi diem dd nha't
thdng qua cac cudc dieu tra nghien ctfu hoac cac td tieu thu.
Chung tdi gia thiet nhan vien ban hang chi ra ring mot
khach hang cd xac suat tiep tuc mua hang la 80%. Neu hang
vi mua hang dtfdc quyet dinh theo ttfng nam, va chung toi
gia thie't ti le tiep tuc mua hang cua vi khach nay khdng doi
(hoac cung nhtf vay, gia sd chung tdi khdng cd ly do gi de tin
rang ti le nay se thay ddi), thi trong 4 nam khach hang do
van cd xac suat mua hang khoang 41%.
[(0.8) (0.8) (0.8) (0.8)]
Gidng nhtf vay, gia sd chung tdi tfdc tinh gia tri cd the
thu dtfdc sau cd gang gianh dtfdc va duy tri khach hang co
the gan lien vdi stf thay ddi ve gia tri mdi quan he. Lay vi du,
vdi xac suat mua hang hien tai la 10%, ldi nhuan mdi nam la
5 ddng, va vdi tien de la chi phi tien vd'n la 10%, gia tri thtfc
40
