8/3/2019 Cc bc pht trin chin lc CRM

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Cc bc pht trin chin lc CRM

Chin lc CRM bao gm ba yu t c bn l: Chin lc kinh doanh ca cng ty, chinlc khch hng ca cng ty v tng hp hai chin lc ny thnh chin lc CRM.Trong bi ny chng ta s tp trung phn tch cc yu t ny, vai tr ca chng v cc

thnh t cn quan tm trong tng yu t.

CRM Strategy

1. Chin lc kinh doanh

C l khng cn phi bn nhiu v cm t ny, ni mt cch tong quan trong ng cnhca CRM th chin lc l cch to ra cc gi tr. N cho php chng ta hnh dung ra mtm hnh tng th gip cc doanh nghip xc nh cc c hi mang nhng gi trnht nh ti khch hng v bin n thnh li nhun. Chin lc l cch doanh nghipnh ngha vic kinh doanh ca h v lin kt cc ngun lc ni ti nh con ngi, kin

thc, mi quan h v li th cnh tranh ca mnh vi khch hng.

Trong chin lc kinh doanh ca doanh nghip chng ta s phi xc nh cc yu t sauy v cc yu t con ca n nhm phc v cho vic xy dng mt chin lc CRM:

a. Phn tch ngnh

Phn tch ngnh m doanh nghip quyt nh tham gia vo, vic phn tch ngnh s datrn cc tiu ch: cc c hi v tim nng ca n, quyn lc ca ngi mua, quyn lcca ngi bn, nguy c thay th, kh nng hp tc, phn tch cc i th cnh tranh, nhhng ca cng ngh v phn tch mi trng v m. Mi mt yu t s nh hng n

chin lc v khc hng v chin lc qun tr mi quan h vi khch hng sau ny.

b. M hnh chin lc tng quan

Trong phn ny chng ta phi quan tm ti mt s chin lc m doanh nghip la chnnh chin lc gi, chin lc v sn phmCc chin lc ny s nh hng n nhv ca doanh nghip trn th trng.2 Chin lc khch hng

T chin lc kinh doanh chng ta s bit doanh nghip quet nh tham gia vo ngnhno hay phc v i tng khch hng no, nh v ca doanh nghip trn th trng l

g? doanh nghip theo ui chin lc no chim th phn trong th trng

Trong chin lc khch hng chng ta s phi quan tm:

a. c im ca khch hng v phn khc khch hng.

Cc phn ny u c th hin thnh cc tiu ch trong cc cng c CRM, tuy nhin khip dng doanh nghip phi bit mnh s phn khc khch hng ca mnh theo cc tiu ch

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no. Vi mi dng khch hng khc nhau s c cch tip cn v qun l mi quan hkhc nhau ( chin lc CRM).

- Khch hng ca mnh l ai? l nh phn phi, l i l a phng hay ngi dngcui?

- Phn khc khach hng tim nng thnh cc nhm nh hn v xc nh ln, cim tng th trng nh ny. Vi cc doanh nghip dng B2B c th phn khc theocc tiu ch nh ngnh, dng dch v, dng gi tr cng thm doanh nghip cung cp chokhch hng.. Vi cc doanh nghip dng B2C c th phn khc theo tui, gii tnh, vtr a l, tim nng li nhun, tnh trung thnh..

b. Chin lc th trng v sn phm

- Xc nh chin lc sn phm v th trng ca mnh i theo hng no? Phc v thtrng c, khch hng c, hay th trng c m i tng khch hng mi, th trng

mi nhng khch hng c? hoc c th trng ln khch hng u mi? Mi kiu chinlc khc nhau s quyt nh n cch thc giao tip khc nhau vi khch hng.

c. Chin lc marketing

Xc nh doanh nghip s thc hin marketing theo kiu mass marketing hay one-to-onemarketing, hay thm ch nu phn khc khch hng tt doanh nghip c th thc hinMass Customization marketing. y l mt kiu marketing mang y cc li th vim mnh ca hai cch marketing trn.3. Chin lc CRM

Chin lc kinh doanh v chin lc khch hng l hai yu t c bn trong chin lcCRM. Hnh v di y l ma trn chin lc CRM, th hin cc cp khc nhau cachin lc CRM m doanh nghip c th p dng theo thi gian.Ma trn chin lc CRMCRM strategy matrixMa trn chin lc CRM

n gin nht v cng l cp thp nht l bn hng da trn sn phm. Doanh nghips tp trung vo sn phm v knh phn phi v hon ton khng quan tm ti khchhng. C l y l cp ca hu ht cc doanh nghip ta hin nay.

Cp th hai l cung cp thm cc dch v v h tr cho khch hng. giai on nydoanh nghip tp trung vo vic h tr cho khch hng nhiu hn v bt u c s ix khc bit gia cc khch hng khc nhau. Doanh nghip c th la chn xy dng cch thng call center, thc hin telemarketing, xy dng cc h thng qun tr cc khchhng dng n gin, thc hin vic bn hng v marketing t ng..

Cp th 3, theo hng thng tin khch hng ngy cng chi tit hn, cht lng hn.Lc ny doanh nghip c th thc hin cc chin lc marketing da trn khch hng v

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nhu cu thc s ca khch hng nhm xy dng lng trung thnh ca khch hng vi snphm. Doanh nghip s xy dng cc h thng qun l chi tit hn thng tin v hnh vica khch hng nhm m bo hiu khch hng hn v hiu nhu cu ca h hn. Mt shot ng c th bao gm: nh gi tim nng khch hng, phn ng ca i th cnhtranh, qun l trung thnh ca khch hng, tnh im ( nh kiu th thnh vin hay

im thnh vin chng hn), qun l cc ri ro c th xy ra.. lm c iu ny cc doanh nghip cn phi phn khc k hn khch hng camnh, a ra nhng li ch khc nhau ti nhng khch hng khc nhau ( bn cht caCRM), xc nh v qun l cc cch khc nhau bn hng cho v bn thm gia tngli nhun.

Mt v d n gin l cho cc siu th, siu th c th s dng cc thng tin v mua hngca khch hng ti quy tnh tin, s dng cc thng tin v thnh vin nm bt nhu cuv xu hng ca ngi mua, thm ch mt s siu th ( hi xa mnh c hnh nh lTesco) phn tch ngi mua v hnh vi ca h bit nn mua v by bn sn phm no

vo thi im no, theo ngy, theo gi v theo ma. Siu th c th t cc my quay tnh ton v phn tch vic di chuyn ca ngi mua hng bit nn t cc mt hng u? t cao no?..

Cp cui cng, l c nhn ha. y l mc tiu cui cng ca vic trin khai mt hthng CRM vo doanh nghip. Mi khch hng khc nhau s c i x khc nhau,nhn nhng gi tr khc nhau t doanh nghip. Cc ng dng doanh nghip phi xydng trong giai on ny l: One-to-One marketing, cc h thng tch hp ( tch hp hthng in thoi, tch hp cc quy trnh bn hng t ng, qun l cc hot ng doanhnghip lin quan ti khch hng, cc cng c cho php khch hng tng tc trc tip vidoanh nghip, qun l tt c cc mi hot ng t bn trong doanh nghip ra bn ngoinh cc cuc hn, cc cuc gi, cc emailC th tm xem nh nu doanh nghip trinkhai cc h thng ny chng ta s c ci nhn tan cnh v khch hng ca mnh, v lchs lm vic ca h vi doanh nghip, thng qua phn nh cc hot ng ca tngnhn vin, tng b phn v cht lng ca cc hot ng ny,

Vi mi doan nghip, da vo c th ngnh, c th doanh nghip v kh nng ni tis la chn cho mnh mt chin lc pht trin CRM ph hp nht. C doanh nghip sdi thng t cp 1 ln 4, c doanh nghip i vng thng qua cp 2 hoc 3 ln cp 4. Vic la chn cho mnh ng i v cc bc cn thc hin trn ng i chnhl chin lc CRM.

Theo pmnm.net

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CRM Gii php ton din cho doanh nghip

Qun l quan h khch hng [CRM] l mt thut ng c ngha kh rng, bi y khngch l mt khi nim m cc cng ty s dung duy tr mi quan h ca h vi khchhng, m n cn bao hm c vic thu thp, lu tr v phn tch cc thng tin quan trng

v khch hng.

CRM c 3 hnh thi chnh; mi hnh thi hot ng theo mt hnh thc hon ton tingr. Tuy vy, y chng ti cng xin trnh by mt s thng tin s lc v tng hnhthi.

1. CRM Operational y c th coi l chc nng ct li ca CRM, chc nng chnhca hnh thi ny l h tr trc tip cho cc b phn trc tuyn nh: Marketing, Bn hngv Dch v khch hng, thu thp thng tin, t ng ha cc phn mm h tr, ng thixy dng c s d liu v khch hng da trn cc thng tin thu thp c.Trong hnh thi Operational CRM, tt c cc thng tin v khch hng nh qu trnh lin

lc, cc sn phm mua v tim nng u c thu thp v phn tch nhm a ra chinlc kinh doanh chun xc. Cc thnh vin c th truy xut vo cc thng tin khi thchin vic h tr khch hng hoc xy dng chin lc kinh doanh.

2. CRM Collaborative Chc nng chnh ca Collaborative CRM cho php doanhnghip tng tc vi khch hng thng qua tt c cc knh (lin h trc tip, th t, fax,in thoi, web, e-mail) v h tr s phi hp gia cc nhm nhn vin vi cc knhkhch hng. Collaborative CRM l mt gii php gn lin gia con ngi, quy trnh vd liu vi nhau cc doanh nghip c th phc v v gi khch hng ca mnh ctt hn. Thng tin d liu v cc hot ng c th c l c cu trc, khng c cu trc,di dng m thoi v/hoc dng giao dch nh bn cht ca chng.

ng thi, Collaborative CRM cng mang li kh nhiu li ch nh tit kim chi ph vci thin c cht lng dch v bi hnh thi ny cho php khch hng c t phc vcc nhu cu ca chnh mnh.

3. CRM Analytic Cung cp kh nng phn tch hnh vi ca khch hng thng qua vicng dng cc cng ngh nh Business Intelligence (BI). Vi hnh thi ny, thng tin vd liu v khch hng s c phn tch v ti s dng vi nhiu mc ch nh:

a. Ln k hoch v trin khai cc chin dch qung co v tip th nhm nng cao hiuqu thnh cng cho vic qung b sn phm.

b. Ln k hoch v thc hin cc chin dch quan h khch hng song song vi vic mrng i tng khch hng, tng doanh s, kinh doanh cho v tng mc chit khu.c. Xem xt cc hot ng ca khch hng h tr cho vic ra mt s quyt inh nh:

pht trin sn phm mi, a ra mc gid. ng thi cng c s dng phn tch tim nng ca khch hng hoc d on ti

chnh...

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Ngy nay, CRM l mt gii php IT c hu ht cc doanh nghip p dng. H s dngCRM khng ch v h nhn thc c tnh hiu qu ca n m cn bi tm quan trngca ch C (khch hng) trong cm t ny.

Ngun: vietnamlearning.vn