Page 44 - Nghệ Thuật Quản Lý Khách Hàng

Chiionfl 1. Moi quan he voi khach hang

Chi phi cho viec gianh dupe khach hang rat quan trpng
trong viec danh gia trien vpng thdi ky dau. Dp ttfdng quan
giiia chi phi cho viec gianh dtfdc khach hang va ltfu ltfdng
tien mat tinh moi nam cang cao thi bat budc phai co mdi
quan he khach hang dtfdc duy tri lau dai hdn de tao ra gia tri
dtfdng cua khach hang.

Khi chi phi de gianh dtfdc khach hang bang gia tri ltfu
ltfdng tien mat cua nam do, so' nam can thiet la thdi gian duy
tri moi quan he v6i khach hang phai keo dai den giai doan
mtfc tdn that va mtfc thu dtfdc can bang vdi nhau. Neu khong
triet khau di cac nhan to hien co, thi chi lay ti le chi phi cho
viec gianh dtfdc khach hang dem so vdi ltfu ltfdng tien mat
moi nam.
Mo'i quan he gitfa chi phi de gianh dtfdc khach hang va
thdi gian duy tri mdi quan he vdi khach hang da giai thich
cho viec tai sao lai cd ngtfdi tin chac rang tang them met each
hdp ly ti le gitf chan khach hang dang cd se lam tang them
tinh kich tinh cho gia tri md'i quan he vdi khach hang.
Vi du cd mdt sd ngtfdi chd rang, ti le gitf chan khach
hang dang cd tang them 5% se khien md'i quan he vdi khach
hang da cd tang them 35% den 95%. Trong nhtfng nganh
nghe ma chi phi cho viec gianh dtfdc khach hang chiem ti le
kha cad, vi du nganh bao hiem va linh vtfc the tin dung, khi
thdi gian duy tri md'i quan he vdi khach hang lau hdn mdt vai
nam so vdi thdi diem mdc mtfc tdn that va thu ve can bang,
thi dung la gia tri tinh md'i quan he vdi khach hang tang len
rd rang. Tuy nhien, day la danh gia cd dtfdc khi xem xet
"nhtfng yeu td' cd lien quan tdi viec gianh dtfdc khach hang",
ciing the hien rd rang chung ta phai dat muc tieu la thdi gian

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