Page 51 - Nghệ Thuật Quản Lý Khách Hàng

Rghe thuat quan ly hhaeh hang

Nhiing khach hang co tan suat tieu thu cao chiem 5%
tong so' khach hang, va gin nhu la nhom khach hang ngoai le
co tan suat tieu thu cao mot cao nhat chiem 1/4 tong ltfdng
thu nhap kinh doanh.
Do ho khong co each nao de co dtfdc nhUng tai lieu ve
thdi gian duy tri mdi quan he v6i khach hang va ti le giii
chan khach hang, dong ho Pressler tinh toan ring tat ca cac
moi quan he vdi cac nhom khach hang deu dtfdc duy tri trong
khoang 4 nam (vdi ti le ghi chan khach hang la 75%).
Chi phi de gianh dtfdc va phat trien khach hang se diidc
chia binh quan cho ta't ca khach hang, boi vi muc tieu ho co
gang dat dtfdc la nhim vao ta't ca cac khach hang trong
nhom khach hang dong dao. NhUng thong tin co lien quan va
tai lieu ve chi phi cua nhUng khach hang nay giup phat trien
gia tri cua mbi quan he vdi nhUng khach hang nay.
Quan sat theo ket qua phan tich ve nang ltfc gianh dtfdc
khach hang, dong ho Pressler biet lay ca thi trUdng lam
phUdng thdc kinh doanh dinh hudng, giong nhu la viec dau
tu qua nhieu cho viec gianh dtfdc cac khach hang co gia tri
thap nhUng chi phi diu tu cho cac khach hang co gia tri cao
nha't lai khong du. Ne'u td hdp khach hang cua trung tam riia
xe co phan phoi ti le gia tri gidng nhu toan the thi trUdng thi
gia tri tinh cua nhUng khach hang cua trung tam vtfa kheo
la 1USD, nhtf the so v6i gia tri tinh cua khach hang ma mile
ton that va thu ve can bang. (Xem bang 1-1)
Ro rang, neu dat muc tieu phan dau ve ADR cua trung
tam rtfa xe nay d nhtfng mdi quan he khach hang co gia tri
thap do va hudng t6i nhtfng mo'i quan he khach hang co gia
tri cao thi trung tam rda xe se thu dtfdc ldi nhuan rat 16n.

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