Ky Nang Cham Soc Khach Hang Cho Cap Quan Ly

K NNG
CHM SC KHCH HNG

M KS: KNCA-QHK-01
Ln sa i: 00

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Dnh cho Cp Qun l (CSM)
Trang 1

K Nng
Chm Sc Khch Hng

Dnh Cho Cp Qun L

(Customer Service for
Managers)

K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
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Cho mng cc bn n vi kha hc
K Nng Chm Sc Khch Hng dnh cho Cp Qun L
(Customer Service for Managers)

Trung tm o to Khi Dch v t ho em n bn kha o to chuyn nghip K
Nng Chm Sc Khch Hng dnh cho Cp Qun L nhm gip cc bn c th ti u
ha hiu qu trong chm sc hnh khch cp qun l, thu hiu marketing dch v v
qun tr cc mi quan h khch hng trong qu trnh cung ng dch v cho cc hng hng
khng v phc v hnh khch ti sn bay.

* Mc tiu kha hc:
Nng cao nhn thc ca cc cn b v qun tr mi quan h khch hng v
marketing dch v.
Thc hin c cc cng vic mang tnh chin lc v chm sc khch hng.

* Ni dung chnh ca kha hc:
MARKETING DCH V: Tm hiu cc nh ngha v dch v, phn loi dch
v, c im dch v, tam gic marketing dch v v cng c 7P.
CHT LNG DCH V: p dng m hnh khe h v cht lng vo cng
vic thc tin hng ngy.
QUN TR MI QUAN H KHCH HNG: Xy dng v pht trin mi
quan h tm chin lc vi khch hng.
CHIN LC CHM SC KHCH HNG: Hnh ng c th v k hoch
chm sc khch hng.
THNG HIU V HNH NH CNG TY: Tr gip cp qun l ng
thc hin xy dng v pht trin thng hiu.

* Yu cu lp hc:
lp hc t hiu qu, bn cn:
Nng ng, mnh dn trao i, chia s kin quan im.
Nhit tnh tham gia vo cc hot ng, bi tp thc hnh theo nhm v trong
lp hc.

Chc cc bn mt kha hc vui v v b ch. ng ngn ngi lin h vi chng ti khi
bn cn tr gip. Chng ti lun sn sng!
Tt c v s thnh cng ca bn v s thnh cng ca chng ta!
TRUNG TM O TO KHI DCH V
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
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Trang 3

GIN KHA HC

K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

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Trang 4

NI DUNG KHA HC

1 Marketing dch v................................................................................... 6
1.1 nh ngha dch v.................................................................................................... 6
1.2 Phn loi dch v....................................................................................................... 7
1.3 c im dch v ...................................................................................................... 7
1.4 Qu trnh quyt nh mua dch v ca khch hng................................................... 8
1.5 Tam gic marketing dch v ................................................................................... 10
1.6 Cng c marketing: 7P............................................................................................ 11
2 Cht lng dch v................................................................................ 13
2.1 M hnh khe h v SERVQUAL............................................................................ 13
2.2 Tiu chun dch v.................................................................................................. 17
2.3 Bn cam kt mc cht lng (SLA) ....................................................................... 20
2.4 Thuyt cng bng.................................................................................................... 25
2.5 Cng c kim sot cht lng dch v.................................................................... 26
2.5.1 Phiu kim tra .................................................................................................. 26
2.5.2 Biu Pareto.................................................................................................. 27
2.5.3 Biu nhn qu/ Biu xng c............................................................... 28
3 Qun tr mi quan h khch hng ....................................................... 31
3.1 Tng qut v qun tr mi quan h khch hng...................................................... 31
3.1.1 Yu t xy dng mi quan h.......................................................................... 31
3.1.2 Phn loi mi quan h...................................................................................... 33
3.1.3 Phng php marketing mi quan h .............................................................. 34
3.1.4 Chin lc xy dng marketing mi quan h.................................................. 34
3.2 Xy dng cch thc qun tr mi quan h khch hng........................................... 35
3.2.1 Lp h s khch hng/ C s d liu khch hng ........................................... 36
3.2.2 S dng thng tin khch hng ......................................................................... 37
3.2.3 Theo di duy tr h s khch hng................................................................... 37
4 Chin lc chm sc khch hng......................................................... 39
4.1 Chnh sch chm sc khch hng ........................................................................... 39
4.1.1 Tiu thc phn nhm khch hng.................................................................... 39
4.1.2 Xy dng chnh sch chm sc khch hng .................................................... 40
4.2 Vn ha chm sc khch hng................................................................................ 41
4.3 Cc hnh thc chm sc khch hng....................................................................... 43
4.3.1 Thm hi, tng qu .......................................................................................... 43
4.3.2 Cc hnh thc t chc hi tho, hi ngh, s kin ........................................... 43
4.3.3 Cc hot ng chm sc khch hng mang tnh thng mi........................... 45
4.4 X l thng tin phn hi ......................................................................................... 48
4.4.1 Quan h vi Trung tm TT phn hi VNA...................................................... 48
4.4.2 Qu trnh x l thng tin phn hi....................Error! Bookmark not defined.
4.5 Giao dch qua th tn............................................................................................... 55
4.5.1 Nguyn tc c bn............................................................................................ 55
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4.5.2 Vit th quan h thng mi/ Vit bo co ..................................................... 57
4.5.3 Vit th tr li than phin/ khiu ni ............................................................... 58
4.5.4 Vit th in t ................................................................................................ 59
5 Thng hiu v hnh nh cng ty......................................................... 66
5.1 Tng quan ............................................................................................................... 66
5.1.1 Cc yu t cu thnh thng hiu.................................................................... 66
5.1.2 H thng nhn din thng hiu...................................................................... 67
5.1.3 Hiu bit thng hiu VNA............................................................................. 68
5.2 Vai tr ca thng hiu .......................................................................................... 70
5.2.1 i vi khch hng.......................................................................................... 70
5.2.2 i vi doanh nghip....................................................................................... 71
5.3 Cch thc duy tr thng hiu mnh....................................................................... 73
5.4 Truyn thng thng hiu....................................................................................... 74
5.5 Hoch nh ngn sch xy dng hnh nh cng ty ................................................. 75

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1 Marketing dch v

1.1 jnh ngha djch v

Dch v l mt qu trnh bao gm mt lot cc hot ng t hay nhiu l v hnh, m cc
hot ng ny thng xy ra trong qu trnh giao dch gia khch hng v ngi cung
ng dch v v/ hoc cc sn phm hu hnh, v/ hoc h thng ca ngi cung ng dch
v m c xem l gii php cho cc vn ca khch hng.

Trong ngnh dch v, khch hng mua cm nhn (experience) hoc mua s thc hin
(performance).

- V d v khch hng mua s cm nhn: i xem chiu bng, i ngh h, i xem
mt trn th thao.
- V d v khch hng mua s thc hin: Phu thut u gi, i my bay, dch v
gio dc, dch v chm sc cy cnh.

BA LN SNG PHT TRIN KINH T

Sn phm hu hnh
Nng nghip
Khai khong
Sn xut
Qung
Ho cht v.v ...

Dch v
Truyn thng
Bn l
Du lch
Ti chnh
Vn ti
Xy dng
Khch sn nh hng
Dch v thng mi v.v ...

Da trn thng tin v tri
thc
Cng ngh sinh hc v sc
kho
Nn kinh t thng tin mi
Ln sng 1
Ln sng 2

Ln sng 3

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1.2 Phn loai djch v

Cc loi dch v bao gm:

Con ngi Vt cht
Hnh ng
hu hnh
Dch v lin quan n th cht
con ngi:
- Chm sc sc kho
- Vn chuyn hnh khch
- Chm sc sc p
- Tp th dc thm m
- Nh hng
- Ct tc
Dch v lin quan n hng ha
v cc vt cht khc:
- Vn chuyn hng ha
- Bo tr v sa cha thit b cng
nghip
- Bo tr cao c
- Git i
- Chm sc vn v cy cnh
- Chm sc vt nui

Hnh ng
v hnh
Dch v lin quan n tr tu con
ngi:
- Gio dc
- Truyn hnh
- Thng tin
- Nh ht
- Nh bo tng
Dch v lin quan n ti sn v
hnh:
- Ngn hng
- T vn php lut
- K ton
- Bo v an ninh
- Bo him

1.3 c dim djch v

c im ca
hng ha
c im ca
dch v
Hm i vi dch v
Hu hnh V hnh - Dch v khng lu kho c.
- Dch v khng c cp bn quyn.
- Dch v khng c trng by sn.
c tiu chun
ha
Khng ng nht - Cht lng dch v cung ng v s tha mn
ca khch hng tu thuc vo hnh ng ca
nhn vin.
- Cht lng dch v tu thuc vo nhiu yu t
khng kim sot c.
- Khng c g m bo dch v cung ng n
khch hng khp vi nhng g ln k hoch
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v qung b.
Qu trnh sn
xut tch ri qu
trnh tiu th
ng thi va sn
xut va tiu th
- Khch hng tham gia vo v nh hng n
tin trnh giao tip.
- Khch hng ny gy nh hng n khch
hng khc.
- Nhn vin phc v nh hng n kt qu ca
dch v.
- Sn xut i tr rt kh.
- Lm ng ngay t u.
Khng d hng D hng - Kh ng nht ha v cung v cu i vi
dch v.
- Dch v khng th hon tr li hoc ti bn.

1.4 Qu trnh quyt djnh mua djch v ca khch hng

1. Trc khi mua dch v Nhn din nhu cu
Tm kim thng tin
nh gi cc la chn
La chn mua dch v d kin
2. Thi im mua dch v Mua dch v
M hnh truyn thng
Nhn din vn
Tm kim thng tin
nh gi cc la chn
Quyt nh mua
Hnh vi sau khi mua
M hnh dch v
Trc khi
mua dch v
Thi im
mua dch v
Hnh vi sau khi mua
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CHM SC KHCH HNG
M KS: KNCA-QHK-01
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S dng dch v (tiu th)
3. Hnh v sau khi mua dch v nh gi dch v sau khi mua
Lp li hnh vi mua
S trung thnh ca khch hng
Li truyn ming tch cc hay tiu cc
Chuyn sang mua dch v ni khc

Cc yu t quyt nh trc khi mua dch v

1. Yu t bn trong:
Nhu cu v s thch c nhn
Kinh nghim qu kh
Mong i c nhn
Mc tham gia ( Khi lng thi gian, sc lc, quan tm v tnh cm m
khch hng s dng trong qu trnh mua dch v)

2. Yu t bn ngoi bao gm:
Chin lc truyn thng ca cng ty
Chin lc cnh tranh
Li truyn ming
Hon cnh x hi (V d: Chn mt nh hng lng mn cho 2 ngi k nim
ngy ci s khc hn khung cnh nh hng thc n nhanh, ni bn c th cho
bn tr con xem trn banh mini).

3. Ri ro nhn thy:

a) Ri ro v ti chnh:
Tht thot, mt mt ti chnh ca khch hng nu nh dch v khng thc hin c,
cng lin quan n nhng chi ph khng lng trc c. V d: Khch hng c th t
hi Nu trung tm t vn du hc ny b ph sn, liu ti c mt tin khng?

b) Ri ro v chc nng:
C ngha l ri ro v mt thc hin. iu ny dn n nghi vn liu dch v c c cung
ng nh ha v/ hoc nh mong i hay khng. V d: Khch hng c th t hi
Liu bo him ti mua c bao gm ht chi ph b mt khng? hoc Liu ngi bn hoa
c giao loi hoa ng nh ti t hng hay khng?

c) Ri ro v vt cht:
l nhng h hng c th xy ra hoc nhng iu c hi xy ra vi khch hng hoc ti
sn ca h. V d: Khch hng c th t hi Liu hnh l ca ti c n im cui an
ton khng? hoc Liu ti c an ton khi hc bi hay khng?

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d) Ri ro v tm l:
l ri ro do dch v khng ph hp vi s nhn thc ca khch hng. V d: Khch
hng c th t hi Liu ti c thch bui ha nhc ny khng? hoc Liu ti c thng
minh nh cc hc vin khc trong kha ny khng?.

e) Ri ro v cm gic:
l nhng hiu ng tiu cc ln th gic, thch gic, khu gic, xc gic v v gic. V
d: Khch hng c th t hi Liu ti c thch khu v ca nh hng ny khng? hoc
Liu nha s c lm au ti khng?.

f) Ri ro v x hi:
C lin quan rt gn vi ri ro v tm l, tuy nhin ri ro ny ch trng nhiu hn v mi
quan tm ca c nhn n kin ca ngi khc. V d: Khch hng c th t hi Liu
bn ti c thch ti ct kiu tc ny? hoc Liu ba m ti c thch hng hng khng m
ti chn cho chuyn du lch ln ny khng?

g) Ri ro v thi gian:
iu ny lin quan n mi quan tm v thi gian b lng ph hoc s chm tr. V d:
Khch hng c th t hi Liu ti c th lm th tc ng gi cho chuyn bay i H Ni
hm nay khng? hoc Ti sao trung tm bo tr phi mt 4 tun mi sa c ci
my quay video ca ti?

1.5 Tam gic marketing djch v

Tam gic marketing hng ha

CNG TY
Nhn vin marketing/ bn
SN PHM TH TRNG
a ra li ha
Marketing bn ngoi
Bn
Gi li ha
c im ca sn phm
Thc hin li ha
Tip tc pht trin sn phm
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Tam gic marketing dch v

1.6 Cng c marketing: 7P

PEOPLE (CON NGI)

Yu t con ngi trong ngnh dch v rt quan trng, bi v nh ch ra phn c
im, qu trnh sn xut v cung ng dch v l khng th tch ri v do con ngi thc
hin. Yu t con ngi y bao gm c cp qun l, nhn vin trc tuyn v nhn vin

CNG TY
Nhn vin marketing/ bn

NHN LC
CNG NGH
KIN THC
THI GIAN CA KHCH HNG
KHCH HNG
KHCH HNG
a ra li ha
Marketing bn ngoi
Bn

Gi li ha
Marketing giao dch qua li
Cng ngh v h thng hng
n khch hng
Thc hin li ha
Tip tc pht trin sn phm
Marketing bn trong
Place

Price

Process

People

Promotion

Physical
evidence

Product

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tuyn sau. Singapore Airlines tin rng duy tr v tr ng u ton cu, h cn phi
cam kt tuyn chn v nui dng cc c nhn sng tr v nng ng.

PROCESS (QU TRNH)

Bao gm tt c cc hot ng lin quan n vic sn xut v cung ng dch v. Cc hot
ng ny tri di t tuyn sau n tuyn trc.

PHYSICAL EVIDENCE (MI TRNG VT CHT XUNG QUANH)

Cc vt dng hin hu xung quanh to nn mt hnh nh nht nh trong mt ca khch
hng cho cng ty dch v.

Chi tit by P trong marketing dch v

PRODUCT PLACE PROMOTION PRICE
* c im hng
ha
* Mc cht
lng
* Ph tng
* ng gi
* Bo hnh
* Nhn hiu
* Knh phn phi
* i l
* Ca hng bn l
* Vn chuyn
* Lu kho
* Knh qun l

* Nhn vin bn
S lng
Tuyn chn
Hun luyn
Ch thng
* Qung co
Mc tiu
Loi hnh
Bn quyn
* Chiu th

* Mc gi
* linh hot
* S khc bit
* Chit khu
PEOPLE PHYSICAL
EVIDENCE
PROCESS
* Nhn vin
Tuyn chn
o to
Khuyn khch
Khen thng
Lm vic nhm
* Khch hng
o to
* Thit k
* Trang thit b
* Bng biu
* Trang phc ca
nhn vin
* Cc vt hu hnh
khc
Danh thip
Bo co
Ti liu
T qung co
* Hot ng
Tiu chun ha
Hng n khch
hng
* Cc bc cng
vic
n gin
Phc tp
* S tham gia ca
khch hng

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CHM SC KHCH HNG
M KS: KNCA-QHK-01
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2 Cht lng dch v

2.1 M hnh khe h v SERVQUAL

M HNH KHE H TRONG CHT LNG PHC V

Khch hng

Nhn vin phc v

Li tuyn truyn Nhu cu c nhn Kinh nghim tri
qua
Dch v mong i
Dch v nhn c
Qu trnh cung ng
dch v
Chuyn dch nhn
thc vo cc tiu ch
cht lng
Nhn thc v mong
i ca khch hng
Truyn thng n
vi khch hng
Khe h 3
Khe h 2
Khe h 1
Khe h 5
Khe h 4
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Khe h 1 Cng ty phc v khng hiu khch hng mong i iu g. iu ny dn n
dch v thit k v cung ng khng khp vi mong i ca khch hng.

Khe h 2 Cng ty phc v mt t khng thit k cc tiu chun dch v p ng
mong i ca khch hng.

Khe h 3 Qu trnh cung ng dch v khng theo tiu chun dch v. Con ngi, cc
qu trnh v c h thng khng cung ng dch v theo cc tiu chun cn thit.

Khe h 4 Cc li ha nu trn cc phng tin truyn thng khng khp vi dch v
cung ng thc s.

Khe h 5 (Khe h t hnh khch) Nhn thc v kinh nghim s dng dch v khng
khp vi s mong i v vic cung ng dch v v kt qu.

LM TH NO XA KHONG CCH KHE H ?

Khe
h
Gii thch Nguyn nhn Hng khc phc
1 Mong i ca khch
hng >< Nhn thc
ca cng ty v
mong i
Cng ty phc v khng
nhn bit c mong
i ca khch hng
- Xc nh nhng mong i ca
khch hnh
- Ci thin truyn thng
- Thc y vic truyn thng n
khch hng.
2 Nhn thc ca cng
ty v mong i
>< Chuyn ti nhn
thc vo cc tiu
chun phc v
Thin cn trong qun
l.
iu kin th trng,
nh v ngun lc,
K nng qun l
- Thit lp cc tiu chun cht
lng phc v
- Cn b v nhn vin cam kt
vi cht lng
- Xem ci tin dch v nh l
mt phn cng vic
- o to
- Xc nh v gii quyt cc ro
cn cht lng phc v
- Chun ha cc cng vic
gim bt s khc nhau trong
phc v
- Thc hin mc tiu cht lng
phc v
- o lng vic thc hin cng
vic
- Nhn TTPH v cht lng
- Khen thng
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- Nhn bit mong i ca khch
hng
- Nghin cu th trng
- Quan tm n k nng v s
thnh tho
3 S khc bit gia
tiu chun v cht
lng v dch v
cung ng
Nhn thc thp ca
nhn vin v tiu chun
cht lng,
K nng thp,
S thiu thin ch ca
nhn vin thc hin
cc tiu chun

- m bo vic thc hin phi
theo tiu chun
- Xc nh cng vic ca nhn
vin ng gp nh th no vo
cht lng dch v
- Gim bt mu thun v s m
h v vai tr.
- m bo cng vic ca nhn
vin ph hp.
- o to
- Tuyn chn ng ngi
- Khen thng
- Giao quyn cho nhn vin/ cn
b
- Xy dng tinh thn lm vic
ng i
4 Khc bit gia dch
v cung ng v
truyn thng cng
cng
Truyn thng km,
Ha qu li
- m bo dch v cung ng
ng vi qung b v iu
ha
- m bo li ha trn qung
co phn nh mc u tin v
cht lng dch v
- Qun tr s mong i ca
khch hng (iu g l c th/
khng th)
- Gii thch vn nu bt
thng
- Trnh ha qu li
5 Khc bit gia
nhng g khch
hng mong i v
nhng g h nhn
c
Mong i ca khch
hng khng khp vi
mc dch v c
cung ng
Cc khe h 1 n 4 c ng
th khe h ny t cng c xa.

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CC KHA CNH O LNG CHT LNG PHC V M HNH
SERVQUAL

Cc kha cnh M t V d
Tnh ng tin cy
(Reliability)
Kh nng cung ng dch v
ha mt cch ng tin cy v
chnh xc
- Chuyn bay xut pht
ng gi.
- Chuyn bay i v n
ng gi.
Tnh m bo
(Assurance)
Kin thc v phong cch lch s
ca nhn vin to nn s tin cy
v tin tng.
- Bng ghi v an ton rt
y .
- Thng hiu ng tin.
- Nhn vin c kinh
nghim.
Tnh hu hnh
(Tangible)
Vt cht, trang thit b v trang
phc trang im ca nhn vin
- My bay, quy v, ng
phc, bng chuyn nhn
hnh l, quy lm th tc,
phng ch.
Tnh p ng
(Responsiveness)
S sn lng gip v cung ng
dch v nhanh chng ca nhn
vin phc v
- H thng hiu qu v ng
gi.
- Nhn vin nhanh chng
p ng nhu cu ca khch
Tnh cm thng
(Empathy)
To s chm sc c nhn vi
khch hng; hiu v quan tm
khch hng.
- Nhn vin hiu nhu cu
ca khch hng, lng nghe,
kin nhn v phng on
nhu cu ca khch hng

NHNG HM XY DNG CC DCH V C CHT LNG THNG QUA
M HNH SERVQUAL

p ng c cc kha cnh ca m hnh SERVQUAL, chng ta phi:

1) Tnh ng tin cy: (Tnh nht qun v ng tin cy trong qu trnh cung ng dch
v)
- Hiu nhu cu v s mong i ca khch hng.
- Pht trin h thng v cc th tc qui trnh m tiu chun ha qu trnh sn xut
v cung ng dch v nhm m bo sn phm dch v chnh c cung ng mt
cch nht qun v ng tin cy.
- m bo rng cc li ha thng qua phng tin truyn thng l thc s v c th
t c.
- Qun tr c nhng mong i ca khch hng.

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M KS: KNCA-QHK-01
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2) Tnh m bo: (S thnh tho, s lch s v tnh an ton m mt cng ty trao cho
khch hng)
- To s tin tng thng qua kin thc v k nng ca nhn vin phc v.
- To tnh lin tc phc v ca nhn vin.
- To hnh nh rng khp t chc, phn nh gi tr ca cng ty.
- Xy dng mt thng hiu ln mnh.
- S dng s hu hnh nh trang phc, trang tr ni tht ca cng ty, thi ca
nhn vin, ti liu (v d nh sch/ bng ch dn) to s m bo i vi khch
hng.

3) Tnh hu hnh: (Yu t hu hnh ca dch v to nn s hin din ca vt cht)
- Xem xt nh hng ca mi trng xung quanh v d nh trang tr vn phng, vt
dng vn phng, trang thit b.
- Trao cho khch hng nhng vt dng hu hnh nh t ghi nhn cc ln giao dch,
biu mu, sch hng dn, danh thip, ha n, ti liu v.v....

4) Tnh p ng: (Thi im m cng ty cung ng dch v)
- C nhn ha loi hnh dch v v hng n khch hng.
- Xc nh rng qu trnh no, kt qu nh th no c khch hng chp nhn.
- Thc hin cc th tc qui trnh chun ti a ha tnh p ng i vi cc tnh
hung xy ra ngy cng thng xuyn hn.
- o to nhn vin h c th p ng yu cu ca khch hng.
- Pht trin cc ti liu hng dn, gip nhn vin tr li cc cu hi, yu cu v
khiu ni ca khch hng.
- m bo khch hng khng ch qu lu khi nhn c dch v cung ng.

5) Tnh cm thng: (Kh nng cung ng cc dch v mang tnh chm sc c nhn).
- Lm cho khch hng cm thy quan trng bng cch pht trin mi quan h lu
di.
- Lm cho khch hng cm thy quan trng bng cch p ng nhu cu ca h v
hiu mi quan tm ca h.
- o to nhn vin nhn bit nhu cu ca khch hng v gi h bng tn.

2.2 Tiu chun djch v

TIU CHUN PHC V

Qu trnh thit lp tiu chun phc v hng n khch hng:

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1) Xc nh dch v no c mong i
hoc ang tn ti
2) Chuyn mong i ca khch hng
thnh hnh ng
3) La chn nhng hnh ng c th
thnh tiu chun
4) t cc tiu chun cng v mm
5) Pht trin h thng thng tin phn hi
6) Thit lp thang o v mc tiu cht
lng
7) So snh mc o vi tiu chun
8) Phn hi vic thc hin n nhn vin
phc v khch hng
9) Cp nht mc tiu cht lng
vo thang o
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V D V TIU CHUN PHC V HNG N KHCH HNG
PHN CNG

Cng ty S u tin hng v
khch hng
Tiu chun phc v hng v
khch hng
Dun & Bradstreet
Information Services
iu tra ca cng ty c
thc hin nhanh chng
Thi gian tr li l 36 ting
(trc y l 7 ngy)
Great Plain Sofeware Nhanh chng tr li v vn
k thut
m bo thi gian tr li trong
vng 1 n 3 gi.
Canadian Imperial
Bank of Commerce
Kh nng truy cp Thm 5 pht m trc gi v sau
khi ng quy.
Aetna/ US Health Tr li nhanh chng,
thng xuyn lin lc vi
khch hng
Tr li in thoi trung bnh
giy th 25, 95% vn c
gii quyt trong ngy, tr li yu
cu trong 2 gi.
Lenscrafters (Bn l
mt knh)
Nhanh chng giao mt knh Giao trong vng 1 gi.

V D V TIU CHUN PHC V HNG N KHCH HNG
PHN MM

Cng ty S u tin hng v
khch hng
Tiu chun phc v hng v
khch hng
General Electric K nng giao tip ca nhn
vin:
- Ging ni
- Gii quyt vn
- Tm tt hnh ng
- Cch thc kt thc
- Chu trch nhim nhn in
thoi.
- Theo di cc li ha.
- Lch s v c kin thc.
- Hiu r cc yu cu ca khch
hng.
Ritz Carlton i x khch hng vi s
tn (trn) trng
Tiu chun vng
- ng phc phi sch s.
- i giy ph hp v an ton.
- Mang bng tn.
- Thc hin ng qui nh v
trang phc v tc.
- Thng bo ngay cn b trc
nhng vn bt thng.
- S dng in thoi lch lm,
lun dng Xin vui lng i
my (May I place you on
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hold?).
- Gim thiu vic chuyn in
thoi khi c th.
Nationwide Insurance Kh nng p ng Th hin ging ni ca ngi
(human voice) khi khch hng
phn nn.
L.L. Bean Ging ni bnh tnh, gim
thiu s lo lng ca khch
hng
- Ch vo ging ni.
- Khng lm vic khc (nh gi
qu) trong khi ni chuyn in
thoi vi khch hng.
BellSouth Kh nng p ng trn in
thoi
Khng chuyn giao hoc gi
my cuc gi ca khch hng,
kh nng tr li cc cu hi, lch
lm v chuyn nghip, quan tm
chm sc khch hng.
American Express Gii quyt vn

X l

S hin din lch lm
- Gii quyt vn ngay ln gp
u tin (khng chuyn giao,
khng hn nhiu ln), giao tip
v hng dn y , tranh th
mi thi gian cn thit.
- Lng nghe, lm mi vic c th
tr gip khch hng, to s tin
tng cho khch hng (ci m
v chn thnh).
- Lm cho khch hng thoi mi,
kin nhn gii thch qu trnh
lm ha n, th hin s quan
tm thc s trong qu trnh h
tr khch hng, lng nghe ch
ng, gi khch hng bng tn,
cm n khch hng khi kt thc
cuc gi.

2.3 Bn cam kt mc cht lng (SLA)

Theo thng k ca cc nh nghin cu marketing dch v, c n hn 80% cc cng ty s
dng yu t o lng s tha mn ca khch hng lm tin nh gi hot ng ca
cng ty . V vy, trc ngng ca ca hi nhp khi cnh tranh ni a v ton cu
ngy cng tng, vic nng cao s tha mn ca khch hng v thc hin thi phc v
tch cc i vi khch hng lun nm trong nhng ng lc bt buc cc cng ty phi
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xem xt li cht lng sn phm dch v ca mnh t gc ca khch hng. S tho
mn ca khch hng thng c nh gi thng qua vic so snh gia nhu cu v mong
i ca khch hng (Expectations E) v thc t dch v c cung ng
(Performance P). Mc tha mn cng cao (c ngha l P = hoc > E) trong qu trnh
phc v khch hng chng minh c cht lng dch v tt v iu ny s dn n kt
qu khch hng s trung thnh vi thng hiu v gia tng li nhun. Nhm t c
iu , cc nh qun l dch v v ang c gng chuyn ti cc mong i ca khch
hng thnh cc mc cht lng do chnh khch hng nh ngha (Customer-defined
standards). Do , cc cam kt (hay tha thun) mc cht lng dch v (Service Level
Agreement SLA) c s dng rng ri trong nhng nm gn y trong nhiu ngnh
kinh doanh, c bit l dch v nh cng ngh thng tin, vn ti hng khng, ti chnh
ngn hng, gio dc nhm kim sot v nh gi cht lng dch v (t pha khch
hng), ng thi qun tr c s mong i ca khch hng (t pha doanh nghip cung
ng dch v).

SLA c xem l mt cng c qun tr cht lng

Vi quan im nu, SLA c xem l cng c qun tr cht lng nhm xy dng nn
tng cho mi quan h hai bn u l doanh nghip (doanh nghip cung ng dch v v
doanh nghip l khch hng mua dch v) cng c li (win-win relationship). C th,
SLA l:
L cng c truyn thng: Qu trnh m phn v sau tha thun SLA s gip
truyn t thng tin cho c hai bn. Khch hng s dng SLA nh l mt thng
ip nu r mong i v yu cu ca mnh; nh cung ng dch v s dng SLA
truyn t kh nng p ng v mc cht lng c chp nhn.
L cng c ngn nga mu thun: SLA gip nh cung ng dch v v khch hng
trnh cc mu thun bng cch chia s hiu bit v nhu cu v cc u tin p
ng. Nu mu thun c xy ra, h c khuynh hng gii quyt vn trn c s
tho lun. Hn na, nu khng c SLA, vn ha khiu ni s bng n, i km
theo n l mt s lng ng k v th phn nn.
L cng c ci tin cht lng: Theo chu k thi gian nht nh, cc bn tham gia
s phi cng xem xt li cc tha thun nh gi mc ph hp ca dch v
cung ng v m phn iu chnh.
L mt cng c khch quan o lng hiu qu dch v: Nh cung ng dch v v
khch hng u s dng mt tiu chun (nu trong SLA) nh gi cht lng
dch v.

Chu trnh cht lng khp kn i vi vic thc hin SLA bao gm 4 cng an: Lp k
hoch (Cn xc nh r tiu chun dch v c p dng trong qu trnh cung ng, xc
nh trch nhim ca hai bn); Hnh ng (Thc t cung ng dch v ng nh cam kt
trong SLA); nh gi (Kim sot qu trnh cung ng dch v, r sot li vic cung ng
thc t so vi k hoch lp); v Ci tin (Xc nh v tn dng cc c hi ci tin).
Phn tip theo s cp r hn cch thc xc nh tiu chun dch v.
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Qu trnh thit lp tiu chun dch v (Service Standards)

SLA c hiu l bn tha thun (hp ng) hoc ph lc ca hp ng chnh gia nh
cung ng dch v v khch hng nhm lng ha cc tiu chun dch v v phn nh r
trch nhim ca hai bn lin quan n dch v cung ng. Cc nghin cu v SLA ch mi
xut hin cui thp nin 1990 tr v y. Cc nghin cu ny nhn nh rng SLA c
hnh thnh t vic pht trin cc ch s thc hin chnh (KPI Key Performance Index).
V vy, vic thit lp cc KPI hay cn gi l tiu chun dch v c thc hin trc. Cc
tiu chun dch v c xy dng di hai gc phn cng v phn mm, p ng
c nm kha cnh cht lng theo m hnh cht lng SERVQUAL do nhm cc nh
nghin cu ngi M Zeithaml, Berry v Parasuraman trnh by vo nm 1983. Nm
kha cnh l
hu hnh (Tangibles): S hin hu ca trang thit b phc v, con ngi (bao
gm c trang phc, trang im) v cc nguyn vt liu chuyn ti thng tin n
khch hng.
ng tin cy (Reliability): Kh nng thc hin cc dch v nh ha mt
cch chnh xc v ng tin cy.
p ng (Responsiveness): Sn sng tr gip khch hng v cung cp dch v
ngay lp tc.
m bo (Assurance): Kin thc, phong cch phc v v kh nng ca nhn
vin to nn s tin tng t khch hng.
cm thng (Empathy): S chm sc c nhn m doanh nghip dch v dnh
cho khch hng.

Tiu chun dch v phn cng c nh ngha di gc nhn ca khch hng l cc
tiu chun cn, ong, o ,m, c thng qua quan st v nh gi. Cn tiu chun
dch v phn mm thng lin quan n thi v hnh vi ca ngi cung ng dch v
i vi khch hng, c o lng trc tip trn kin v nhn xt ca khch hng.
Thng thng, cc tiu chun dch v phn mm c dng lm ch dn hoc l
thng tin phn hi cho ngi cung ng dch v t c s tha mn ca khch hng.
Qu trnh thit lp tiu chun dch v tri qua chn bc sau:
Xc nh cc nhu cu ang tn ti hoc c mong i.
Chuyn ti mong i ca khch hng vo thi v hnh ng.
La chn thi v hnh ng chun.
Xc nh cc tiu chun dch v phn cng hoc phn mm.
Pht trin h thng phn hi o lng tiu chun.
Thit lp h thng o lng v mc tiu.
So snh gia thc t o lng v tiu chun.
Phn hi vic thc hin n nhn vin trc tuyn.
nh k cp nht mc tiu v thang o.

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xc nh cc tiu chun dch v, cc doanh nghip thng xc nh cc qu trnh cung
ng dch v chnh v a ra cc nh hng u tin, t xy dng cc tiu chun dch
v.

Tin trnh m phn SLA gia nh cung ng dch v v khch hng doanh nghip

Tin trnh m phm cc cam kt hoc cc tha thun mc cht lng c th khc nhau.
Tuy nhin, chung qui chng thng bao gm cc im sau:
- m phn (Negotiation): m bo vic cung ng dch v c ti u, mi
kha cnh ca bn tha thun cht lng (bao gm c trch nhim thc hin ca
mi bn tham gia) phi c thng tho gia hai bn: Nh cung cp dch v v
khch hng. y cn c gi l qu trnh hp sc khm ph. Qu trnh thng
tho ny to iu kin hai bn ngy cng hiu r hn nhu cu v cc tr ngi
ca mi bn.
- Tha thun (Agreement): Tip theo qu trnh m phn thng tho s l tha
thun. Thit lp c s tha thun trn mi kha cnh nu trong bn tha thun
cht lng l iu ct li vic thc hin c thnh cng. Qu trnh m phn
v tha thun cn c xem l c hi tt truyn thng gio dc c hai bn v
cc nhu cu, cc mong i, cc vic u tin lm trc v cc tr ngi. Lm tt
iu ny s gip cho c khch hng ln nh cung cp dch v c y thng tin
v thng minh hn.
- Lng ha chun mc dch v (Quantifying service levels): Bn tha thun s
lng ha kt qu v mc cht lng u ra ca dch v cung ng thng qua cc
ch s thc hin (Key Performance Indicator KPI). Lng ha chun mc dch
v bao gm xc nh cc yu cu ca khch hng nhm thit lp cc li ch v
minh chng v chi ph cc mc dch v khc nhau. Mc tha thun l mc
hai bn u thng nht v vic nh gi hiu qu dch v, t s nh gi trn
c s khch quan v h tr cho nh cung ng dch v kim sot c mong i
v nhn thc ca khch hng.
- Phn nh r trch nhim (Clarification of responsibilities): nh cung ng
dch v cung cp dch v c cht lng cao, c nh cung ng dch v ln khch
hng u phi hon thnh trch nhim ca mi bn. Chnh v vy, SLA s ti liu
ha v thng t cc trch nhim ca mi bn tha thun.

Cc im lu i vi doanh nghip dch v khi m phn v k kt SLA

Vi v tr l khch hng ca doanh nghip cung ng dch v, doanh nghip cn xc nh
s qu trnh xc tin SLA. u tin, doanh nghip cn xem xt li chin lc qun tr
mi qun h khch hng (Customer Relationship Management CRM) ca chnh doanh
nghip mnh. y l c hi xc nh mt cch k lng cc yu cu v cht lng
dch v v nhng mong i. Vic xem xt ny nhm h tr thm vic khng nh liu
doanh nghip ca mnh c t c mc tiu cht lng khng. Bc k tip s l nh
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lng phng php o lng cht lng ca doanh nghip cung ng dch v so vi cc
yu cu v mong i t ra. Vic xc nh mc thng pht cn phi c tnh n
ngay sau bc nh lng ny. Tuy nhin, khuynh hng ca cc doanh nghip dch v
trn th gii cp nhiu v vn pht hn l thng. Vic cui cng l doanh nghip
cn phi theo di v yu cu iu chnh cht lng cc dch v khng t so vi yu cu
v mong i ra. Xu hng chung l theo nh k qu hoc thng hoc nm cn phi r
sot li SLA.

i vi doanh nghip l nh cung ng dch v, iu cn thit u tin l phi xc nh r
rng nng lc phc v ca doanh nghip v trch nhim ca cc bn tham gia vo SLA.
Bng khng, doanh nghip kh lng qun tr c yu cu v s mong i ca khch
hng ngy cng tng cao theo s pht trin ca x hi. im kh khn nht i vi cc
doanh nghip ny l tha thun v iu khon pht. Thng thng, cc doanh nghip
cung ng dch v thng cam kt s c gng ht sc cung ng dch v (tng ng
vi li ha) m khng mun rng buc vo bt c khon pht no, mc d i vi mt s
khch hng doanh nghip mua dch v iu khon pht a ra ch nhm mc ch rng
buc trch nhim thc hiu theo ng yu cu v mong i c cam kt.

SLA gia hng hng khng v cng ty phc v mt t

C hiu lc t ngy: ________

Vic cung ng dch v ca cng ty phc v mt t phi c gim st theo tiu chun
dch v tha thun (SLA) nhm t c mc tiu cht lng hng nm t ra cho sn
bay ny.

Cng ty phc v mt t v hng hng khng cn tho lun nh gi mc thc hin so
vi tiu chun v mc tiu t ra.

A. MC TIU CHT LNG I

Tnh ng gi 99%
(Xem xt theo li do Cng ty phc v mt t)

Service Assurance
Tr t 10 30 pht Pht 5% tr gi hp ng
Tr t 30 pht tr ln Pht 15% tr gi hp ng

B. MC TIU CHT LNG II

Ch s v s hi lng ca khch hng (CSI)
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a. Tnh hiu qu ca nhn vin 83
b. Mc lch s v kh nng sn lng gip ca nhn vin 86
c. ...

C. CC TIU CHUN DCH V TI THIU

2.4 Thuyt cng bng

THUYT CNG BNG (JUSTICE THEORY) MI QUAN H VI S THA
MN V CON NG DN N LNG TRUNG THNH CA KHCH HNG

Theo cc nghin cu, khch hng nh gi v dch v khng hon ho (c ngha l dch
v khng p ng c tiu chun dch v) v vic khi phc s tn nhim ca khch
hng da trn ba kha cnh ca thuyt cng bng: Qu trnh phc v (Procedural justice),
kt qu (Distributive justice) v tin trnh giao tip (Interactional justice). iu ny c
ngha l vic khch hng c cn li v tip tc mua dch v ca n v na hay
khng cn ph thuc vo cm gic h c c i x cng bng sau dch v khng hon
ho hay khng.

Loai dch
vu khong
hoan hao
o tram
trong cua
dch vu
khong hoan
hao
Dch vu
khong hoan hao

Chnh sach
boi thng
Toc o phan
hoi
Cach thc xin
loi
Cach khi au
Qua trnh
khoi phuc

Ket qua
Qua trnh phuc
vu
Tien trnh giao
tiep
Thoa man vi
dch vu o
X
X
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M hnh v s tha mn ca khch hng vi thuyt cng bng
(Ngun: Smith, Bolton & Wagner, 1999)

Cng bng trong qu trnh phc v c nh ngha l n v dch v c a ra cc
bc c th gii quyt vn hay khng. kha cnh ny, khch hng nh gi n
v dch v cc im: c ai ng ra nhn lnh trch nhim gii quyt vn v dch v
khng hon ho hay khng, tc phn hi, mc linh hot trong gii quyt, theo di
v kim sot qu trnh gii quyt.

Cng bng v kt qu th hin kt qu hu hnh v c th. iu ny c ngha l khch
hng trng ch mt chnh sch bi thng tha ng. V d nh mt mn n trng ming
min ph cho bui phc v ba n ti chm trong mt nh hng, hoc mt ci o mi
thay th cho chic o ca hnh khch b vy bn vt c ph do s sut ca tip vin, hoc
mt mn qu tng trng thay li xin li cho mt chuyn bay tr.

Cng bng trong tin trnh giao tip th hin ch nhn vin phc v c giao tip ci
m, chn thnh, lch s, chuyn nghip, gii thch nguyn nhn dn n dch v khng
hon ho v cch thc gii quyt c th. V vy, mc hi lng ca khch hng o
lng c thng qua vic nhn vin phc v t ra quan tm khch hng nh th no
trong qu trnh ny.

2.5 Cng c kim sot cht lng djch v

2.5.1 Phiu kim tra

Phiu kim tra l mt trong by cng c truyn thng thng c s dng cho vic thu
thp d liu. D liu thu c t phiu ki
m tra l u vo cho cc cng c phn tch d liu khc, do y l bc quan trng
quyt nh hiu qu s dng ca cc cng c khc

a) Phng php thu thp d liu:

Ghi chp li cc d liu vo mu h s tiu chun
Ghi chp li mi d liu cn thit i vi cc loi hnh cng vic, my mc,
thi gian khc nhau, d liu cn chnh xc v y ni dung tin cy dng con
s c ngha cho mc ch kim tra
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Phiu ghi chp cn c k tn xc nhn hoc ng du bi nhng ngi c
trch nhim kim tra.
Sau khi xc nhn h s ng n, cn b qun l c trch nhim kim tra v
k tn hoc nh du vo ct c th chng minh s ph duyt.

b) Cc d liu cn ghi
Cc d liu cn ghi trong phiu kim tra c th bao gm:
Tn, s hiu sn phm/ s hiu chuyn bay
Ni dung/ tn qu trnh
Tn thit b
Tn cng vic
Tn ngi vn hnh
Tn ngi ghi h s
M t cc c tnh cht lng.

MU PHIU KIM TRA ( GIO VIN T A RA V D)

2.5.2 Biu Pareto

a) Khi nim:
Biu Pareto c Loren xy dng da trn hc thuyt PARETO (tn ca mt
nh kinh t hc ngi ) l phn ln ca ci ca x hi nm trong tay mt s
t ngi. Tin s Juran (M) ng dng phng php ny vo lnh vc qun l
cht lng tip theo phn loi cc vn cht lng thnh vn trng yu
v th yu. ng ch ra rng phn ln cc khuyt tt v chi ph cht lng cho
cc khuyt tt ny xut pht t mt s t nguyn nhn trong s nhiu nguyn
nhn.
Biu PARETO s dng cc ct minh ha cc hin tng v nguyn nhn,
nhm li cc dng nh l cc khuyt tt, ti sn xut, sa cha, khiu ni v
hng hc. Cc ng gp khc c thm vo ch ra tn sut tch ly.

b) Biu PARETO cho thy:
Hng mc no quan trng nht.
Hiu c mc quan trng.
nhn ra t l mt s hng mc trong s cc hng mc.
T l ci tin c th thy c sau khi ci tin cc hng mc.
ln ca vn d dng thuyt phc khi nhn thong qua.

c) Mc ch s dng biu PARETO:
Quyt nh vn trng yu cn gii quyt.
Thy r s khc nhau gia trc khi ci tin v sau khi ci tin.
Bo co hay ghi li mt cch d hiu.
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MU BIU PARETO ( GIO VIN T CHO V D)

2.5.3 Biu nhn qu/ Biu xng c

a) Khi nim:

Biu nguyn nhn v kt qu ch mi lin h gia cc c tnh mc tiu v cc yu t,
nhng yu t dng nh c nh hng n cc c tnh, biu din bng hnh v ging
xng c. Biu nhn qu do nhng ngi cng lm vic thu thp v phn lai bng
kinh nghim v kin thc ca h phn tch cc yu t ging nh biu Pareto v
cc biu khc.
Biu nhn qu cn c gi l biu xng c, biu ISHIKAWA.

b) Xy dng biu nhn qu

Hnh dng ca biu nhn qu ging nh hnh xng c. Xng trung tm l xng
sng, sau n xng ln, xng va v xng nh ( Hng mc ln, va, nh..)
c v ni nguyn nhn v kt qu. Do phi sp xp cc yu t lin quan mt
cch c h thng v bu nhn qu.

HNH DNG CA MT BIU NHN QU
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Xy dng biu nhn qu

PHNG PHP PHT HIN CC YU T CA BIU NHN QU
Thc hin theo phng php huy ng tr no, gm cc bc:
Bc 1: a ra cc c tnh tho lun, cc c tnh phi ph hp vi vn cn gii
quyt vi mc ch r rng
Bc 2 : Tho lun cc yu t, nhng yu t no nh hng ti c tnh v thu thp cc
yu t ny. Thng thng khong 30-40 pht pht huy tr no tp th, c th a ra cc
yu t m t qua giy hoc th.
(Lu pht huy tr no trn nguyn tc khng ph phn, ch trch kin ngi khc, vit
ra cng nhiu kin cng tt, hoan nghnh cc kin t do v khng cng s thch, b
tr, sp xp v sa cha cc kin khc)
Bc 3: Phn loi cc yu t t 4 n 8 hng mc v v xng ln. Yu t xem xt
cc hng mc ny bao gm: My mc/ Thit b (Machine), Nguyn vt liu (Material),
Con ngi/ Ngi vn hnh (Men), Phng php (Method), o lng (Measurament),
Mi trng (Enviroment), Cng ngh thng tin (IT)
Bc 5: nh gi tm qua trng ca mi yu t v nh du vo cc yu t c nh hng
ln n c tnh cht lng c xem xt.

S DNG BIU NHN QU
t c cng vic tt, kt qu tt, cn thit l phi la chn nhng yu t no nh
hng n cc c tnh v thc hin cc bin php i vi cc nguyn nhn thc l h
Cc c tnh
kt qu
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thp gi tr trung bnh hoc s bin ng ln. Biu nhn qu rt c hiu qu trong
nhng trng hp di y:
bit c nguyn nhn xy ra cc khuyt tt. Biu nhn qu l cng c hu hiu
sp xp mi quan h gia nguyn nhn v kt qu, pht hin ra cc nguyn nhn thc
phn tch v phn loi xem vn tn ti u .
chun b cc bin php ci tin.

MU V D 01 BIU NHN QU ( GIO VIN T CHO V D)
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3 Qun tr mi quan h khch hng

3.1 Tng qut v qun trj mi quan h khch hng

Ngy nay, cc doanh nghip dch v vn ang tip tc khng ngng tm cch xy dng
lng trung thnh ca khch hng vi thng hiu. Vic gi chn khch hng tr thnh
mt chin lc ch lc, phn nh tm nhn di hn hn l lm cho khch hng hi lng
hoc nng cao cht lng dch v. Vi xu hng cnh tranh ngy cng cao v chi ph
thu ht mt khch hng mi c khi gp nm hay su ln chi ph gi chn mt khch hng
c, cc doanh nghip ngy cng ch trng vo vic cung ng dch v hng vo khch
hng, ng thi xy dng v thc hin marketing mi quan h (Relationship marketing).

Th ngh xem, bn ang gi in thoi n mt ngn hng, bn mun ngi nhn vin
tip bn thng bo cho bn bit rng ln giao dch cui cng trn ti khon ca bn lin
quan n vic g, hoc yu cu kt ni ti khon ca bn trn Internet, hoc cho bn bit
sao k ti khon ca bn. Bn khng mun phi gii thch nhiu v mun duy tr giao
dch nh th ngn hng c mi quan h thn quen vi bn. thc hin c iu ny,
ngn hng cn c mt h thng my tnh qun tr cc giao dch qu kh ca bn v cho
php nhn vin truy nhp vo cc thng tin khi h giao dch vi bn. Ngn hng
ch ng sng to, pht trin v duy tr cc giao dch hai chiu cam kt v i bn u
c li vi khch hng hoc i tc qua thi gian. l cch ngn hng marketing bn
bng mi quan h thit lp v s dng cng c cng ngh thng tin qun tr mi
quan h (Customer Relationship Management CRM). V vy, marketing mi quan
h c nh ngha l thit lp, duy tr, v cng c cc mi quan h c li vi khch
hng v cc i tc khc t c mc ch ca cc bn tham gia. iu ny t c
bng cch trao i qua li v thc hin li ha.

3.1.1 Yu t xy dng mi quan h

mt ngi tng lai c th l khch hng tr thnh i tc ca doanh nghip nh hnh
v m t di y, vic xy dng mi quan h tri qua by giai on theo thi gian:
l thu ht, thit lp, to dng, pht trin, duy tr, cng c v trung thnh. V vy, mi
quan h c to lp trn cc yu t ch yu bao gm s tin tng, s tha mn ca
khch hng, gi tr mang li, truyn thng hiu qu v mi rng buc x hi.

S tin tng c xem l yu t ch yu trong mi quan h. iu ny bao hm s tin
tng, s ng tin cy vo qu trnh v nhn vin cung ng dch v. Nim tin ca
khch hng thng t vo kh nng ca doanh nghip, mc thnh tho v kin thc
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ca nhn vin giao dch. Trong giai on ny, khch hng thng vo th d b dao
ng v gp ri ro, v vy, tin tng l mt yu t quan trng gip khch hng v doanh
nghip tip tc duy tr giao dch. Th tng tng bn ang s dng dch v t vn v
qun tr, t vn vin rt cn s tin tng t ngi khch hng bi v cc hot ng t vn
rt kh nh gi mt cch khch quan. S tha mn ca khch hng c nh hng rt
ln n s cam kt v mi quan h ny. Cc cuc nghin cu cho thy khng my khch
hng cc k hi lng vi dch v li b thng hiu . Gi tr mang li trong mi quan
h c xc nh qua khong cch gia li ch nhn c v chi ph b ra. Cc khch
hng trung thnh thng mong i mt mc gi cng bng, nhng vn lun i hi gi
tr t mi quan h nh c trn trng, c nhn din l khch hng thng xuyn ngay
t khi mi bc vo khu vc giao dch ca doanh nghip, tin tng l nhn vin thu
hiu v to ra cc giao dch c li cho khch hng. Truyn thng hiu qu c hiu l
cc hnh thc chia s thng tin chnh thc hoc khng chnh thc, c li v lin quan gia
khch hng v nhn vin. Vic truyn thng tt bao gm c vic chuyn ti s cm
thng, p ng yu cu nhanh chng v hiu r sn phm cung ng s gip duy tr v
nui dng mi quan h ny. Mi rng buc x hi hay cn gi l tnh bng hu dn
n mc cam kt trong mi quan h rt cao. Gi tr l ch mi rng buc ny c to
lp theo thi gian. Th ngh v th ht hoc un tc, h c rt c o to bi bn v
marketing nhng theo cc cuc nghin cu cho thy mc cam kt v mi quan h lu
di ca khch hng i vi h kh cao. l do mi rng buc x hi c pht trin
trong qu trnh giao dch (ht/ un tc), h khng ch tho lun cc kiu tc m cn ni
chuyn v gia nh v cc vn x hi khc.

Thu ht Thit lp To dng Pht trin Duy tr Cng c Trung thnh
Khch hng
tng lai
Khch hng
ln u
Khch hng
lp li
Khch hng
thnh vin
Ngi bnh
vc
i tc
Qun tr mi quan h Marketing mi quan h
Cam kt
mi quan h
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Ngun: L. Kirchmajer, 1999.

3.1.2 Phn loi mi quan h

Pht trin mi quan h i hi t nht c hai nhn t giao dch vi nhau. Theo
Gummersson (1995, nu trong McColl-Kennedy, 2003), mi quan h c chia ra lm ba
loi: hai mt l mi quan h gia khch hng v doanh nghip; ba mt lin quan n
mi quan h tay ba gia khch hng, doanh nghip cung ng hin ti v i th cnh
tranh; v mng li lin quan n tt c cc bn tham gia trong dy chuyn phn phi.
Tuy nhin, mt cch phn loi cc mi quan h phong ph hn v bao qut hn c
Teale (1999, nu trong McColl-Kennedy, 2003) m t nh trong hnh v sau:

Mi quan h theo hp ng ch trng vo hp ng lin quan n vic giao hng v gii
quyt cc tranh chp, trong khi mi quan h phi hp ng thng ng pht trin t
cc giao dch c lp i lp li m khng c hp ng hay giao ko tn ti.

Moi quan he theo hp ong

6. Ma ng
l i
1. Giao
dch
2. Giao
dch la p la i
3. Quan he phu
thuo c gi a ng i
mua va ng i ba n
4. Quan he
mang tnh h p
o ng la u da i
5. Lie n
minh
6. Ma ng
l i
1. Giao
dch
2. Giao
dch la p la i
3. Quan he phu
thuo c gi a ng i
mua va ng i ba n
4. Quan he
mang tnh h p
o ng la u da i
5. Lie n
minh

Moi quan he phi hp ong
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3.1.3 Phng php marketing mi quan h

Marketing mi quan h c bn phng php thc hin: l gi th trc tip (direct
mail), marketing trc tip (direct marketing), marketing d liu (data marketing) v qun
tr mi quan h khch hng (customer relationship management). Trong bn phng
php ny, c mt s c im khng tch bch, c ngha l vn c s chng cho v
ngha v ni dung gia cc phng php.

Gi th trc tip hoc marketing qua in thoi l cc marketing mi quan h s dng c
s d liu khch hng thng tin mt chiu n khch hng. Phng php ny thng
s dng nh l mt cng c chiu th vi mc ch ngn hn.

Marketing trc tip cng pht trin t phng php nu trn, nhng ch trng vo cc
hot ng chiu th m d dng qun tr v sinh li hn. Phng php ny lin quan
nhiu n chin thut truyn thng marketing v bn cho (cross selling) nhng mt hng
khc ca doanh nghip m khch hng cha tng mua.

Marketing d liu l phng php s dng cng ngh thng tin trong ton mng ca
doanh nghip nhm thu thp v lu tr cc d liu lin quan n c nhn khch hng
trong qu kh, hin ti v/ hoc khch hng tim nng, duy tr th thng nht ca ngun
d liu cho vic lin tc kim sot khch hng, truy nhp vo kho d liu cho tng
tnh hung giao dch c th v s dng thng tin thit lp chin lc marketing v y
mnh cc cuc giao dch c nhn v to mi quan h vi khch hng. S dng marketing
c s d liu s c cc li ch nh to kh nng c nhn ha nhng ln giao dch nhm
cung ng dch v theo yu cu c nhn. C s d liu s l ngun thng tin ng tin cy
gip doanh nghip nh n khch hng ca mnh v a ra cc chng trnh xy dng
lng trung thnh ca khch hng mt cch hiu qu, v c th p ng nhanh chng nhu
cu c nhn ca khch hng.

Qun tr mi quan h khch hng (CRM) c xem l knh truyn thng c nhn bao
gm giao dch i mt, gi th, gi in v giao dch qua Internet. C th hn, CRM l
mt hnh thc marketing c s d liu (database marketing) ha trn gia marketing mi
quan h v cng ngh thng tin qua mt phn mm bao hm c cu trc t chc, h
thng, vn ha doanh nghip v nhn vin. Ni tm li, CRM c xem l mt chin
lc chn la v qun tr cc mi quan h khch hng c gi tr v yu cu hng n
khch hng v trit l h tr marketing, cng tc bn v cc qu trnh cung ng mt cch
hiu qu.

3.1.4 Chin lc xy dng marketing mi quan h

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Berry (2002) tho lun nm chin lc xy dng marketing mi quan h: l xy dng
v pht trin dch v li, c nhn ha mi quan h n tng khch hng, to gi tr gia
tng cho dch v, nh gi v marketing ni b.

Xy dng v pht trin dch v li (Core service) l chin lc ch o trong marketing
mi quan h nhm thit lp mi quan h khch hng xoay quanh dch v li . Dch v
li l tng l dch v c kh nng thu ht khch hng thng qua c im p ng nhu
cu v mong i ca khch hng, gn kt doanh nghip vi biu tng cht lng v bn
vng, cung cp nn tng pht trin cc dch v ph tr.

C nhn ha mi quan h n tng khch hng (Relationship customization) bng cch
thu hiu cc c tnh c th, yu cu ca tng c nhn khch hng v a ton b thng
tin vo c s d liu v ly ra s dng khi cn. Nu lm c iu ny, doanh nghip
c th thit k dch v chnh xc theo tng tnh hung hoc trng hp c th.

To gi tr gia tng cho dch v (Service Augmentation) lin quan n vic cung ng cc
th thm vo sn phm dch v chnh nhm to s khc bit vi i th cnh tranh.

nh gi (Relationship pricing): Xa c cu, gi tt dnh cho khch rut hnh thnh c
s cho vic nh gi i vi cc mi quan h, y l mt chin lc khc xy dng
lng trung thnh ca khch hng. Khi nim gim gi theo s lng khng cn l mi,
nhng nhiu doanh nghip cung ng dch v p dng khi nim ny mt cch sng to
nh chng trnh khch hng thng xuyn ca cc hng hng khng l mt n lc trong
vic xy dng lng trung thnh ca khch hng.

Marketing ni b (Internal marketing) l cch to dng nim tin t cn b nhn vin ca
doanh nghip bi v cht lng dch v ph thuc rt nhiu vo trnh chuyn mn, tay
ngh v thi ca h i vi khch hng. Nhng cuc gp g v i thoi gip cho ban
qun tr c th hiu r nhu cu v mong i ca nhn vin, t lm cho nhn vin
hi lng vi cng vic v doanh nghip. C nh vy h mi phc v khch hng tt v
vi cht lng cao, t xy dng lng trung thnh ca khch hng i vi thng hiu.

3.2 Xy dng cch thc qun trj mi quan h khch hng

CRM l chin lc tip cn khch hng bng s kt hp con ngi, qu trnh v cng
ngh ti a ha mi quan h ca mt t chc vi tt c cc khch hng. Gi tr tht s
ca CRM l bin i chin lc, tin trnh hot ng v chc nng kinh doanh nhm mc
ch duy tr khch hng v gia tng lng trung thnh ca khch hng v li nhun ca
doanh nghip (theo nh ngha ca Aris Pantazopoulos - Founder, CRM Today).

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CRM c th hiu n gin l chic cu ni gia doanh nghip v khch hng m
qua chic cu ni doanh nghip hiu r hn v khch hng ca mnh tha
mn nhu cu ca khch hng v gia tng li nhun.
CRM cn l qu trnh tng tc gia doanh nghip v khch hng c hai cng
t c mc tiu.

CRM Customer Relashionship Management (thut ng qun tr mi quan h khch
hng s dng cng ngh chm sc khch hng trc tuyn), c ng dng trong chin
lc kinh doanh ly khch hng lm trng tm, cho php cng ty ca bn c th truy xut
d liu khch hng thng qua cc cuc giao dch gia nhn vin cng ty v khch hng.
Khi bn thc hin lu tr thng tin khch hng theo dng h s, bn c th chuyn ti cc
ni dung cuc tip xc vo h s thng tin khch hng, khi y, bt c nhn vin no
trong cng ty ca bn cng c th trao i vi khch nh th bit v khch hng t
trc. Thng qua vic s dng cng ngh CRM, gip chng ta thu hiu mi quan h
gia cng ty v khch hng, chng ta cn c th to ra mi quan h mt-mt (one to one)
trc tuyn vi hng trm hay hng nghn khch hng cng mt lc.
S dng CRM hiu qu: (Ngay tc th) Gip chng ta lm hi lng khch hng ngay tc
th, v chng ta c thng tin p ng yu cu, hay vn ca khch hng ngay. (C
nhn ha) Gip chng ta p ng nhu cu ring bit cho tng c nhn khch hng.

3.2.1 Lp h s khch hng/ C s d liu khch hng

LP THNG TIN KHCH HNG
Lp danh sch khch hng mc tiu.
Lp danh sch cc khch hng khc (c quan hu quan, i tc, khch hng
vng lai, cc a ch cn lin h khc nh : bnh vin, khch sn, cng ty du lch,
nh hng, ca hng/ trung tm mua sm, ).
D liu c nhn khch hng (Tn, tui, a ch, s in thai, ngy sinh, ngy k
nim c bit, s thch).
C nhn s thng xuyn cp nht, theo di v x l.

THIT LP C S D LIU KHCH HNG

Chun b
Thnh lp nhm chm sc khch hng
Lp k hoch chm sc khch hng

Thc hin k hach
Xc nh nhng thng tin v khch hng
Xc nh khch hng mc tiu .
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Phn nhm khch hng theo c im v tnh cht phc v (theo vng a l,
theo lin minh, theo tn sut, tnh cht hp ng, theo vng vn ha, chnh sch,
chin lc khai thc )
Xy dng c s d liu thng tin khch hng ca tng hng hng khng phc v
(bao gm: chnh sch, quy trnh, yu cu, tnh cht khch hng ca tng vng
vn ha).
Tm hiu v cp nht thng tin khch hng thng xuyn (c th bao gm khch
VIP/CIP, v s thch c nhn, nhu cu ch ngi,) ca tng hng HK.
S dng phn mm exel, word hoc phn mm ring

3.2.2 S dng thng tin khch hng

XC NH NHNG NGUN THNG TIN V KHCH HNG
NGUN THNG TIN NHNG YU T CN XEM XT
Ngun lc ca cng ty:
Nhng d liu v khch hng c sn.

Nhng thng tin sn c s cung cp cho
bn s lng v chi tit nhng loi hnh
dch v m khch hng s dng, li ch
m h nhn c.
Nhng hip hi ngnh ngh
Cc hip hi ngnh ngh i din cho
nhng lnh vc c th ring.
Nhng hip hi ny thng xut bn nhng
tp ch hoc cc bn tin, thng c trang
Web m bn c th tham kho bit
thm thng tin v cc khch hng.
Nhng bo co chuyn nghip
Cn phi tr ph c nhng thng tin m
bn yu cu t cc t chc nghin cu th
trng chuyn nghip.
Thng c vit thnh nhng bn tm tt
c th v c cng b, c th c tham
kho thng tin.
Phn hi t khch hng

y l mt ngun thng tin cc k quan
trng v nhng nhu cu v th hiu ca
khch hng bi v n bt ngun trc tip t
khch hng

3.2.3 Theo di duy tr h s khch hng

nh k (tun/ thng/ qu) cp nht thng tin mi vo h s khch hng
Duy tr bn k hach hnh ng/k hach chm sc khch hng
S dng biu Gant kim sat k hach thc hin v trin khai k hach
ng thi hn, trnh b b st. V qu trnh chm sc khch hng l to dng
mi quan h lu di v bn vng, vic thng xuyn duy tr k hach chm sc
khch hng l to thi quen tt v pht trin vn ha ca t chc lun hng
n khch hng .
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L cn b qun l b phn, chng ta nn thng xuyn ch ng lin h v trao i thng
tin vi khch hng.
Mt s cch thc gi duy tr mi quan h gn b bn cht vi khch hng:
T chc survey (ly kin khch hng) nh k v khng nh k.
Gp g, phng vn khch hng tm hiu nhu cu v cc yu cu trong qu
trnh cung cp dch v.
Gi th tay, th in t trao i, gii thiu thng tin ca cng ty n khch
hng, chia s kinh nghim v cc ngun thng tin c li cho khch hng.
T chc tic, hi tho v mi khch hng cng tham d.
Thnh thong nn tm cch tip xc, gp g ring vi khch hng.
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4 Chin lc chm sc khch hng

4.1 Chnh sch chm sc khch hng

4.1.1 Tiu thc phn nhm khch hng

Vng a l

Phn theo vng a l:
Quc tch
Ni sinh sng
im i/im n
Ni mua

Hnh vi

Phn theo hnh vi
Thi im tiu dng
S dng dch v nh th no
Li ch tm kim
Mc tiu dng
Tn sut s dng
Mc trung thnh

Phn nhm KH theo iu kin KT-XH
Tui
Cc giai on trong cuc sng gia nh, kch c gia nh
Gii tnh
Thu nhp
Ngh nghip
Gio dc
Tn gio
Chng tc
Quc tch
Phn nhm theo tm l- li sng

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Tng lp x hi
Phong cch sng
C tnh

Phn nhm theo nhu cu v li ch
Cc li ch khch hng khi mua/s dng dch v, v d
An ton
Tit kim
c tn trng

PHN NHM KHCH HNG PHI M BO 5 TIU THC
o lng c (Phi o, m c)
n nh (on th trng cn ln em li li nhun cho cng ty)
C th nhn dng c (C th nhn dng khch hng hiu qu cung ng
dch v )
Khc bit (Gia cc on phi c s khc bit. Tc l phn ng khc nhau vi
chnh sch a ra.)
C th a ra phng n phc v (Phi c kh nng a ra cc phng n thu
ht on KH )

4.1.2 Xy dng chnh sch chm sc khch hng

Chin lc chm sc khch hng nhm mc ch:
Xy dng v duy tr quan h vi khch hng
Duy tr v nng cao cht lng dch v
Chm sc khch hng c th bao gm chin lc:
Dch v khch hng
Khi phc s tn nhim ca khch hng

Thu hiu v
Phn nhm
KH
Xc nh
nhm KH
mc tiu
ra mc tiu
v chnh sch
cho tng
nhm
Xy dng Quy
trnh thc
hin
T chc
thc hin
Kim tra
Gim st
o lng
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Chin lc xy dng quan h khch hng:
Cung cp cht lng dch v tuyt ho v gi tr cho khch hng
Phn nhm khch hng chnh xc
Xy dng xut gi tr (value propositions)
Cc chin lc i t cp thp n cp cao hn
Vic la chn chin lc ph thuc vo:
Loi hnh kinh doanh
i tng khch hng
Cp trung thnh c
Nng lc ca cng ty

Cc cng c
Chng trnh CRM
Chng trnh khch hng thng xuyn
Chng trnh chm sc khch hng

4.2 Vn ha chm sc khch hng

VN HA CNG TY T KHCH HNG LN TRN HT
Vn ha l tp hp cc gi tr, nim tin v chun mc c xc lp, chia s trong cng ty
lm c s kim sot cch hnh x ca cc thnh vin trong cng ty v vi khch hng
nhm t c mc tiu chung

nh ngha 1: Nn vn ha dch v
Vn ha l tp hp cc gi tr, nim tin v chun mc c xc lp, chia s trong cng ty
lm c s kim sot cch hnh x ca cc thnh vin trong cng ty v vi khch hng
nhm t c mc tiu chung.

nh ngha 2: Vn ha Chm sc khch hng tn trng v th hin cc gi tr:
Tn trng c nhn
Hiu qu
Lch s
ng tin
Thn thin
Linh ng
Trung thc

Vn ha ca Southwest Airlines

11 thi c bn ca ngi qun l:
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 42

1. NV lun l s 1. Cch bn c x vi nhn vin chnh l cch bn c x vi khch
hng.
2. Bt u t nhng iu nh pht trin ln mnh
3. Thi im kh khn chnh l thi gian tt th hin k nng qun tr.
4. S thiu tn knh cp trn khng coi l trng ti
5. Hy l chnh bn
6. Vui v ti chnh ni lm vic
7. Hy thi ua, cnh tranh nghim tc
8. Kh c th thay i thi ca con ngi v vy hy la chn nhng nhn vin c
thi tt v sau dy h k nng
9. Hy ngh cng ty ang l nh cung ng dch v trong ngnh hng khng
10. Hy lm bt c vic g cn thit
11. Thng xuyn thc tp Quy tc vng d trong ni b hoc bn ngoi

KHUYN KHCH THI XEM TRNG KHCH HNG

Lun quan tm n nhu cu ca khch hng l cha kho c th p ng nhu cu ca
h. Hy thc y thi xem khch hng l trn ht bng cch khuyn khch mi ngi
tp trung vo nhu cu ca khch hng v nhn bit c tm quan trng ca th trng
i vi cc vn ni b.

LUN N KHCH HNG

Hy gip cc thnh vin ca nhm lun ngh v khch hng bng cch lp bng ghi nhn
tnh hnh tho mn ca khch hng v t ch mi ngi c th thy uc d dng, trn
ghi nhn thnh cng v nhng vn phi gii quyt vi khch hng bn ngoi di
dng biu . Bn cng c th ghi doanh s bn hng ln bng, th hin c gi tr doanh
s lp li, hay phn trm th phn t c. m bo rng bn cng nu bt c cc vn
cn phi gii quyt.

HY CHO KHCH HNG NH NGHA CHT LNG

Hy m bo rng cht lng sn phm v dch v m bn cung cp p ng c k
vng ca khch hng, ch khng phi ch p ng c cc tiu chun cht lng ni b.
Hy cn i gia s hu ch (nhng gi tr m sn phm v dch v ca bn mang li cho
khch hng), gi c (quan im ca khch hng v chi ph m h phi tr) v thi gian
(tc cung cp hng ho hoc dch v hoc p ng yu cu h tr cho khch hng).
Hy ghi nhng tiu ch ny ln bng, theo di mc tho mn ca khch hng. Nu bn
khng c tip xc khch hng nhiu, hy tho lun vi nhng ng nghip tip xc
trc tip vi khch hng m bo rng cc tiu ch cht lng ca bn l chnh xc.
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 43

4.3 Cc hnh thc chm sc khch hng

4.3.1 Thm hi, tng qu

a) ngha:

Nhm gn kt bn vng mi quan h vi khch hng v duy tr tin cy ca khch hng
i vi cng ty, qua , khng ngng thc y hnh nh cng ty qua cc chng trnh
chm sc khch hng.

b) K hach chun b
Lp danh sch khch hng (phn theo th t A,B,C, tn hng, tn quc gia..)
Lp danh sch cc ngy quc khnh (c th lin h dch v 1080 ng k mua
thng tin ny)
Tm hiu ngy thnh lp hng hng khng, ngy thnh lp cng ty i tc, tm
hiu ngy sinh nht ca cc nhn vt ch cht ca hng hng khng, khch
hng
T chc tng hoa, tng qu nhn cc dp l ln nh: Tt dng lch, Tt m lch,
k nim ngy thnh lp cng ty ca mnh, ca i tc, ngy quc khnh ca khch
hng, nhn ngy sinh nht, cc dp, s kin quan trng ca khch hng.
Vo ngy quc khnh: tng hoa cho khch hng (hng hng khng), trin khai
cho nhn vin chc mng hnh khch c quc tch ca quc gia khi lm th
tc check-in ti sn bay.
C nhn s thng xuyn theo di v nh k cp nht cc thng tin lin quan
n khch hng v xut vic t chc thm hi v tng qu.

c) K hach thc hin:
Lp k hoch nm, k hoch trin khai chi tit (mu k hoch gio vin t a v
d) trong d tnh ngn sch thc hin.
T chc thc hin theo phn cp qun l hoc thnh lp mt nhm chuyn trch
thc hin.
Thc hin hng thng.

4.3.2 Cc hnh thc t chc hi tho, hi ngh, s kin

K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 44

C rt nhiu hnh thc t chc ty theo mc ch. Di y l mt s gi phi hp t
chc:
T chc Hi tho cht lng: n nh thi gian, nh k t chc, to thi quen, vn ha
ng gp kin, chia s thng tin nng cao cht lng, hi tho cht lng c th t
chc theo cc hnh thc:

Hnh thc Mc ch ngha
Phi hp vi khch hng
ng t chc hi tho
Nng cao cht lng dch
v cung cp cho khch hng

L dp cng ty bn v
khch hng c c hi tho
lun, a ra cc tng,
xut cc ci tin nhm mc
ch nng cao cht lng dch
v.
Tht cht mi quan h gia t
chc ca bn v khch hng.
Cng ty t chc v mi
khch hng tham d
Nng cao cht lng dch
v cung cp cho khch
hng.

Th hin cam kt nng cao
cht lng dch v ha vi
khch hng.
Th hin cng ty lun t
khch hng lm trng tm.

Khch hng t chc v mi
cng ty cung cp dch v
tham d
Nng cao cht lng dch
v cung cp cho khch
hng.

Thin ch mong mun cht
lng c duy tr tt v n
nh.
Nhn mnh tm quan trng
ca vic nng cao cht lng
dch v cung cp cho khch
hng.

T CHC HI NGH/ TIC KHCH HNG

Hnh thc Mc ch ngha
Hi ngh khch hng

Trao i kinh nghim
Tho lun cc vn cn
quan tm
Thu thp thng tin khch
hng
Tht cht mi quan h kinh
doanh.
Tng kt thnh qu sau mt
nm/ mt d n.
Lng nghe kin, xut ca
khch hng. Cp nht thng
tin khch hng.

Tic khch hng

T chc l tng kt cht
lng dch v cung cp v
Cng b thnh qu ca cng ty
vi khch hng.
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 45

km tic chiu i Th hin thin ch hng n
khch hng ca cng ty.
T chc dp gp g, giao lu
gia cng ty vi khch hng
v gia cc khch hng vi
nhau.
Tic chiu i ( Gala
Dinner, Thank you Party,..)
Chiu i khch hng l
chnh.

Tng thng cho khch
hng, to cm gic thoi mi,
th gin cho khch hng.
Xa b mi ro cn, khong
cch, tht cht hn na mi
quan h vi khch hng.

T CHC S KIN
Hnh thc Mc ch ngha
T chc s kin (Partner
Rewarding Event )
To cho khch hng mt n
tng kh qun, mt k
nim duy nht trong nm.
nh du k nim mt s
kin trng th no (v d:
UA k nim mt nm u
tin m ng bay M-
Vit nam, .)
To iu kin khch hng
tham gia trc tip vo cc
chng trnh do cng ty t
chc (khch mi khng cn l
khn gi m l ngi chi trc
tip).
Khch hng cm nhn cm
gic khc l so vi cc cuc
Hi Ngh khch hng khc m
h tham d.
Khch hng s lun k v s
kin t chc vi nim t
ho mnh l thnh vin tham
d cc chng trnh hp dn.

4.3.3 Cc hot ng chm sc khch hng mang tnh thng mi

Cc hnh thc sau hng n chm sc khch hng, tuy nhin mt s hot ng ch yu
hng n ngi tiu dng.

K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 46

To gi tr cng thm

Thm dch v c lin h cht ch vi sn phm.
Tng hiu sut hay hiu qu trong qu trnh s dng sn phm ca khch hng.
Cng thm sn phm hay dch v khc khch hng thng dng.
Mang n cc tin ch vo cc dp c bit trong nm.
Lin kt vi i th cnh tranh to thun li cho khch hng

Khuyn mi

Tng qu min ph
im thng
Phiu chuyn i
Bn hng gim gi
Ti tr c bit
Trng thng

Nhm u tin
To gi tr
cng thm
Khuyn mi Nhm u tin
Cho i
nhn li
Tng thng
Hng n
khch hng
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 47

Xy dng Cu lc b , Khch hng Thn thuc, VIP
Khai thc yu t gio dc, sc kho, y t,
Nhm u tin tm thi

Cho i nhn li

Hot ng t thin
Thc hin trch nhim x hi gio dc
m bo mi trng
Ti tr cho cc hot ng cng ng

Tng thng

Quan tm n khch hng
Tng qu nhn dp c bit
Phn thng cao cho mc thng xuyn cao
Chng trnh khch hng u i

Hng n khch hng

To iu kin d dng
Gi mi vic n gin
To iu kin thun tin nht

n vi khch hng
Cp nht thng tin sn phm
Thng bo tin mua hng
Mang sn phm n tn tay

Cho nhng g khch hng mun
Lng nghe c mun ca khch hng
To ra sn phm/ dch v m khch hng yu cu
C nhn ha mt hng

K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 48

4.4 X l thng tin phn hi

4.4.1 Quan h vi Trung tm TT phn hi VNA

Cu trc h thng TTPH ca VNA (Cu trc thng tin v cu trc quan h)

Cu trc thng tin
(Tham kho cng vn 1290/ 1291/TCTHK-KHTT ngy 31/10/2006 ngy v vic ban
hnh quy nh v cng tc TTPH).
Cu trc thng tin: Trang 3-4, Mc III:

- Bn knh thng tin: Th, iu tra khch hng, iu tra cng chng v bo co ni
b.
- Th: tu theo ni dung th ca khch m c th phn ra thnh 2 loi th khen v
th khiu ni.
Th khen: L th m ni dung ca n bao gm cc nhn xt, nh gi mang
tnh tch cc, ng vin i vi cc hot ng sn xut kinh doanh, quan h
bn hng, quan h khch hng, quan h x hi, uy tn, cht lng sn phm;
cht lng, thi , tc phong, quy trnh, t chc phc v ca hng, cc n
v, b phn hoc cc c nhn trc thuc.
Th khiu ni: l th m ni dung ca n bao gm cc nhn xt nh gi ph
phn i vi tt c cc lnh vc, ni dung nu trn, c km theo hoc khng
km theo yu cu bi thng vt cht hoc bi thng danh d mi mc ,
hnh thc no.

Cu trc quan h
Cu trc quan h: Trang 3- v 4, Trang 3-4, Mc III:

p ng c tt c cc yu cu t ra cho h thng TTPH, v mt quan h h thng
c cu trc bi: mt trung tm qun l, cc n v v cc thnh vin.

- Trung tm: L n v m nhn nhim v t chc qun l, iu hnh cc hot ng
thu thp, x l v qun l TTPH; hng dn khai thc ton b c s d liu v
TTPH ca Hng; chu trch nhim chung trc Lnh o Hng v cc hnh thc
hot ng thu thp v qun l TTPH; c trch nhim trin khai, hng dn cho cc
n v tham gia h thng cc k nng, yu cu nghip v cn thit lin quan n cc
hot ng t chc v qun l TTPH; ch tr thc hin cc hot ng iu tra khch
hng v iu tra cng chng cp Hng; phi hp (m bo v mt phng php)
thc hin cc chng trnh iu tra ca cc n v ng thi l Trung tm ca cc
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 49

hot ng quan h khch hng cp Hng, lp cc bo co nh k v tnh hnh
hot ng ca h thng TTPH.

Trong m hnh quan h ca h thng TTPH, vi cc chc nng nhim v c giao,
phng iu tra Th trng v Quan h Khch hng thuc Ban K hoch Th trng
ng vai tr l Trung tm.

- n v: Bao gm cc ban ngnh chuyn mn khi c quan (k c Vn phng i
ngoi), cc Trung tm, on bay, on tip vin, cc vn phng khu vc, cc
phng thng mi, cc c quan i din ti nc ngoi, cc X nghip Phc v K
thut Thng mi mt t, cc X nghip sut n do Hng qun l ton b. Tuy
nhin cc hot ng t chc v qun l TTPH c tt v c trch nhim th mi
n v phi c ra mt b phn chuyn trch hoc kim nhim trc tip hay phi
hp thc hin cc hot ng thu thp v x l cc TTPH, gi l cc Thnh vin ca
h thng.

Cc n v theo chc nng nhim v ca mnh trong tng trng hp c th c
gi l n v tip nhn hay n v x l TTPH trong h thng.

n v tip nhn: l n v u tin tip nhn c th ca khch, c th l bt c
n v chc nng no thuc Hng, hoc cc n v c s nh nu trn v cng
c th l Ban Lnh o Hng.

n v x l: l n v trc tip hay phi hp tham gia vo vic x l cc TTPH
ph hp vi ni dung th v chc nng, nhim v, quyn hn ca mnh.

Trong trng hp n v tip nhn ng thi l n v x l th n v tip nhn v
n v x l l mt, lc ny n v thc hin c hai chc nng tip nhn v x l.

Vai tr ca x l khiu ni ca khch hng qua giao dch th tn:
Mi quan h gn b gia khch hng v VN khng ch c da trn vic cung
ng nhng dch v tt ngay t ln u khch hng chn la m cn bi 1 h thng
khi phc dch v lm vic hiu qu. Vic c gi c khch hng hay khng ph
thuc rt ln vo cng tc x l khi trc trc xy ra i vi khch hng. Nu chng
ta lm tt khch hng s tr thnh tuyn truyn vin t nguyn cho chng ta. S
hi lng v gn b ca khch hng s gy nh hng tch cc dy chuyn ti tm
l lm vic ca nhn vin, em ti s hi lng v t ho v cng vic ca mnh.
Gii quyt tt khiu ni v hon thin dch v:
Khiu ni l mt c hi hon thin
Khiu ni trong qu trnh cung cp dch v: kh khn l nhn vin phc v ti
quy khng c thm quyn.
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 50

Khiu ni sau khi dch v c cung cp, khng c nhiu la chn trong vic
gii quyt, ch c th xin li, cung cp dch v khc thay th hoc bi thng di
mt hnh thc no .
Di bt k hnh thc no, gii quyt tt khiu ni vn c ngha quyt nh trong
vic gi li khch hng cho doanh nghip.

4.4.2 Qu trnh x l thng tin phn hi

Bc 1: Tip nhn
Tip nhn, xc nhn th vi khch, nhp th vo c s d liu
Tip nhn th
- Tt c mi cn b CNV ca TCT ni chung, c bit thnh vin TTPH ni ring u
phi c thc v QHKH, khi c phn nh ca khch hoc khch chuyn th u phi
c thi tip thu, tip nhn sau chuyn v cho b phn TTPH/thnh vin
TTPH x l. Trong mt s trng hp cc CV tip xc trc tip vi khch thc
hin gii quyt ngay hoc phi hp vi thnh vin TTPH ca n v theo quy trnh
ni b ca n v theo ng chuyn mn, thm quyn v tp hp bo co li cho b
phn TTPH.
- Tip nhn qua in thoi hoc gp trc tip, cc thnh vin TTPH/ ngi ghi nhn ti
n v cn lu : ghi nhn y thng tin v khch, a ch in thoi lin h, thng
tin v chuyn bay, s vic xy ra, lin quan n n v no, khch lin h, tip xc
vi nhn vin ca b phn no ca VN, tn nhn vin c th, nu c, ni dung s vic
din bin nh th no, sau c gii quyt ra sao.
Xc nhn th
- VXL trong trng hp trng vi n v tr li th khch th c trch nhim xc
nhn th vi khch v vic nhn th gp ca khch v thng bo ni dung th
phn nh ang c xc minh v gii quyt, trong mt s trng hp c bit, nn c
d liu qu trnh gii quyt v nh ngy tr li cho khch khch yn tm.
- Trong nhng trng hp c bit nh th khiu ni i bi thng, th cn x l
gp, th ca cc i tng quan trng nh VIP, CIP, th VTN cn xc nhn
nhn th khch v chuyn n n v thch hp x l khch yn tm trong qu
trnh ch i chuyn th v xc minh thng tin.

Nhp th
- Nhp ni dung th l khu rt quan trng: Nguyn tc l m bo tnh trung thc ni
dung phn nh ca khch, mc d ni dung nhp tm tt ngn gn nhng cn phi
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 51

y , mc khch phn nh, khch mong mun; i khi cn nhc li nguyn
vn li khch th hin chnh xc ca khch.
- Ni dung phn nh th khch chnh xc v gn lin vi vic phn loi theo m dch
v chung d dng la chn, tng hp bo co.

Bc 2: Chuyn kin
- Sau khi nhn th khch, thnh vin TTPH ca n v tip nhn th cn c k
nm bt ng ni dung, phn loi th/ kin ngay v thc hin chuyn th/chuyn
kin n cc n v x l theo ng quy trnh.

- Nguyn tc chuyn kin: theo chc nng v theo thm quyn ca n v
VTN - n v tip nhn: l n v u tin tip nhn c th ca khch,
c th l bt c n v chc nng no thuc Hng, hoc cc n v c s hoc
l Ban Lnh o Hng.

VXL - n v x l: l n v trc tip tham gia v phi hp vo vic x l
cc TTPH ph hp vi ni dung kin theo chc nng v thm quyn.

Trong trng hp VTN ng thi l VXL th VTN v VXL l mt, lc
ny n v thc hin c hai chc nng tip nhn v x l.
Bc 3: Xc minh thng tin
- VXL c trch nhim thc hin vic xc minh thng tin lin quan n ni dung
kin phn nh i vi n v theo chc nng nhim v. C th: khng nh thng tin
ng/sai, tng trnh ca cc c nhn lin quan, tng trnh ca n v v din bin
s vic thc t xy ra, nh gi thc hin so vi Q, QT, vn bn chnh sch hay
chc nng, thm quyn ca nhn vin v n v (qu trnh tip xc vi khch, thi ,
li l gii thch, cc hnh ng... gii quyt vi khch).
- VXL ngoi vic tng trnh, xc minh s vic, cn thit phi c kin v vic nh
gi mc li, khen, thc hin ng/sai chnh sch, Q, QT v kin x l i vi
khch v i vi ni b, cc kin ngh khc.
- i vi nhng ni dung phc tp, kt qu xc minh chnh xc, VXL cn tham
kho kin ca cc b phn chuyn mn ti n v hoc ban chuyn mn (TTHK,
DVTT, BCL, VPKV...) v vic nh gi cng nh cc kin ngh gii quyt.
- Cc thng tin xc minh phi m bo tnh trung thc/chnh xc, thu o v m bo
yu cu nhanh v thi gian cung cp thng tin.
- Trng hp nu cha m bo y , chnh xc v thu o nh gi, nhn nh
v vic, n v x l lin quan cn xc minh thng tin b sung hoc xc minh li
a ra kt lun cui cng.
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 52

Bc 4: Lp phng n x l
- VXL sau khi xc minh y thng tin cn thit phi lp phng n x l kin
lin quan. C th, trn c s ton b thng tin xc minh v kin ca ban chuyn
mn, VXL cn phn tch v nh gi s vic xem mc li, khen, thc hin
ng/sai chnh sch, quy nh, quy trnh a ra phng n x l cho kin lin
quan.
- Phng n x l bao gm gii quyt i vi khch v ni b v lu la chn
phng n ti u cn i m bo quyn li v quan h khch hng vi quyn li v
uy tn ca VN.
- i vi mt s trng hp phc tp hoc vn bn quy nh cha c hay khng r
rng cn xut hp phi hp trao i gia Trung tm, ban chuyn mn v n v
khc a ra hng gii quyt thng nht v hp l.
Lu : Trc khi thc hin bc bo co lnh o ph duyt phng n gii quyt
cn c s trao i trc v thng nht gia cc VXL lin quan trnh cc bt ng
v hng gii quyt cho khch v nhn nh li trong vic x l ni b.
Bc 5: Bo co ph duyt
- VXL thc hin gii quyt theo thm quyn, quyn hn c phn cp ti n v.
Bo co trc tip vi lnh o qun l trc tip v phng hng gii quyt kin.
- Trng hp cn lm vn bn xin cp c thm quyn ph duyt th tin hnh son vn
bn. Vn bn trnh lnh o ph duyt cn bao gm y ni dung: 1/ ni dung th
khch phn nh (cn tm tt y trung thc); 2/ kt qu xc minh v kin ca
cc n v lin quan, cc vn php l lin quan (lut, bo him...nu c), kin
/kt lun ca n v x l v/hoc ca Trung tm v v vic; 3/ cc kin ngh: kin
ngh x l vi khch (th tr li, xin li, phng n bi thng theo hoc ngoi quy
nh hoc thin ch theo thm quyn,...) v kin ngh x l ni b (rt kinh nghim,
cc xut bin php khc phc, phng nga).
Bc 6: Tng hp gii quyt v ng h s

a. Gii quyt vi khch
- VXL thc hin gii quyt cho khch theo quyn hn/thm quyn hoc v theo ph
duyt lnh o n v/TG. n v tr li th khch s tin hnh tr li /phn hi
cho khch (di nhiu hnh thc nh th tr li, in thoi, gii quyt trc tip,),
b. Gii quyt ni b
- Qua mt v vic c th hoc nhiu v vic tng t, VXL cn c khuyn co bng
vn bn (cng vn trnh lnh o cho tng v vic hay tp hp nhiu v tng t
hoc cng vn gi trc tip cho n v hoc ban chuyn mn cn kin ngh. Ni dung
kin ngh ni b:
K NNG
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+ tp hp kin v li, bin php rt kinh nghim qun trit thc hin ng quy
nh/quy trnh cng vic i vi nhn vin hay vi h thng i l ca VN.
+ bin php khc phc, phng nga hoc kin ngh Ban chuyn mn iu chnh
chnh sch, quy trnh phc v v b sung thm cho ph hp vi qu trnh khai
thc v m bo mc tiu cht lng dch v chung.
+ kin ngh iu chnh, b sung ni dung hp ng hoc trao i lm vic vi cc
i tc tham gia vo dy chuyn cung ng dch v cho VN.
+ kin ngh thanh tra, kim tra, iu tra nh gi cht lng dch v, xut xy
dng chnh sch, quy inh, quy trnh mi v o to nhn vin, i l, nu cn.

Tng hp cc bc x l th:
Bc 1: Tip nhn
Bc 2: Chuyn kin
Bc 3: Xc minh thng tin
Bc 4: Lp phng n x l
Bc 5: Bo co ph duyt
Bc 6: Tng hp gii quyt v ng h s

Mt s nguyn tc v lu trong vic x l knh th
- H thng TTPH hot ng theo nguyn tc: x l phn tn, qun l tp trung hay x
l c thc hin phn tn, thng tin c qun l tp trung (Trang 3, II. Nguyn
tc chung).
- Cn nng cao mi quan h ngang hay trao i ngang (phi hp, trao i thng tin)
gia cc VXL sao cho cc TTPH c thu thp mt cch nhanh nht, y , chnh
xc v ton din d dng a ra phng n x l v ra quyt nh ph duyt.
- Tt c cc th khiu ni v cc th khen (trong trng hp c bit) c km a ch
ca ngi gi u phi c tr li, tuy nhin phi m bo nguyn tc thng nht
sao cho mi khch hng gi th ch c th nhn c tr li chnh thc t mt n v.

Mt s iu cn lm khi c than phin/ khiu ni:

1. Hnh ng ngay.
Nu nhn c khiu ni ngay trong qu trnh phc v, thi gian l yu t quan trng
khi phc li s tn nhim ca khch hng. Nu nhn c khiu ni sau khi phc v,
nhiu n v dch v a ra chnh sch l tr li cc khiu ni chm nht l 24 gi
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CHM SC KHCH HNG
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ng h. Nu vic gii quyt i hi nhiu thi gian hn th cn phi thng bo vi khch
hng tin trnh gii quyt. V nn nh quan trng nht vn l vic c ai ng ra gii
quyt khiu ni, ng ng l.

2. Tha nhn li nhng ng th th hay chng ch.
Th th, chng ch s dn n hiu nhm l n v dch v ny c iu g mun giu
gim hay ngn ngi khng mun tm hiu y s v ny. Nu l li do yu t bn
ngoi, hy gii thch vi khch hng v theo thuyt quy kt (Attribution theory) khch
hng s d cm thng. iu quan trng l phi gii thch vi khch hng l iu ny xy
ra ngoi mun, l ngu nhin, ch khng phi l li in hnh ca n v dch v.

3. Th hin bn hiu vn ca khch hng t cch nhn ca khch.
y l cch duy nht bn hiu r vn v ti sao khch hng li tht vng v dch
v. C nh vy nhn vin phc v khch hng mi trnh khi vic quy kt vn t cch
nhn ca bn thn v nhn nh sai.

4. ng tranh ci vi khch hng.
Mc tiu l nhanh chng thu thp thng tin a ra mt gii php tha ng cho c hai
bn. y khng phi l mt cuc hng bin chng ta chin thng hoc chng minh
khch hng sai.

5. Nhn bit cm xc ca khch hng.
C th dng mt cu ni nh ti hiu ng/b rt bc mnh v vn ny, v chng ti s
(thc hin iu g gii quyt vn ). iu ny khi u cho vic xy dng li
cuc giao tip t c s tha thun.

6. Cng nn nghi ng v khiu ni mt cht.
Khng phi mi khiu ni ca khch hng u ng tin v c nh gi mt cch cng
bng. Tuy nhin, khch hng phi c i x nh th h a ra nhng khiu ni c gi
tr, tc l l c hi cho n v dch v ci tin cht lng phc v. V vy, nn nhn li h
s xem c tin s v khiu ni sai hoc gi mo ca khch hng cha.

7. Nu r cc bc cn thit gii quyt vn .
Khi cch gii quyt tc thi khng t hiu qu, hy thng bo vi khch hng v tin
trnh gii quyt ca n v dch v. Nh lp bng thi gian c th v ng ha qu li
nh!

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8. Thng xuyn thng bo vi khch hng v tin gii quyt.
Khng ai mun trong bng ti c. Khch hng c khuynh hng chp nhn s chm tr
trong qu trnh gii quyt nu nh h c thng bo y thng tin.

9. Xem xt vic bi thng.
Khi khch hng khng nhn c mt dch v tha ng m h tr ph, hoc phi
chu nhng bt li hoc mt thi gian tin bc do dch v khng hon ho , th vic bi
thng hay a ra mt dch v thay th tng ng s l cch gii quyt tt. Cc n v
dch v u a ra chnh sch bi thng, iu quan trng l p dng n nh th no. V
iu quan trng l khch hng mong mun c mt li xin li (chnh l hi li lng t
trng ca khch hng) v mt li cam kt trnh nhng li tng t xy ra trong tng lai.

10. Khi phc thin ch ca khch hng.
Khi khch hng tht vng v dch v, mt trong nhng thch thc ln ca n v dch
v l khi phc s tin tng v duy tr mi quan h. V vy, nn duy tr, theo di v quan
tm n loi khch hng nh th ny.

4.5 Giao djch qua th tn

4.5.1 Nguyn tc c bn

Nguyn tc c bn
a) Vit th l mt ngh thut.
b) Yu cu c bn i vi ngi vit th l phi vit vi ngn ng n gin v d
hiu nh th ang ni chuyn vi nhau - ging nh mt cuc tr chuyn qua bu
in vy.
c) Trong th tr li, tt c cc vn khch hng a ra u phi c cp n.
d) Tuy nhin, cc cch trnh by th tr li ca nhng ngi vit khc nhau th khc
nhau v mi ngi u c nhng th hin khc nhau v thi quen ca c nhn
mnh.
e) Mc d nhng thi quen c nhn thng c nhng th hin khc nhau, nhng cc
bc th vit ra u phi c t chc r rng, trc ht phi hng c ngi c
n ch , ri gii thch l do vit ca ngi vit v cung cp nhng thng tin
tng ng thch ng.
f) Yu cu i vi ngi vit l phi nh ngha c vn , phn tch c ht
nhng kin ca bn c cng nh lng trc c nhng kin s pht sinh
v ri quyt nh iu cn ni.
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 56

Cu trc ca bc th
Trong nhng nm gn y, cng vi s pht trin giao dch bng cch vit th thng
mi, mu th vit khng tht vo u hng tr thnh mu thng dng nht cho vic
trnh by cc l th. Mu th ny c lp ra thnh mt hnh thc c nh c ngh
dng trnh by trong mt l th. c im chnh ca mu th ny l tt c cc dng
trong th u nm st l tri.

Mu th ny thng p dng cch chm cu ng; ngha l khng cn dng n chm
cu ngoi tr trong phn ni dung th. V d khng cn dng du chm cu sau phn
ngy/thng/nm, a ch ngi nhn trong th, cu cho u th v cu cho cui th.

Vi cng khong cch nh nhau gia mi on vn (thng cch mt dng), mi ngi
u cho rng cch trnh by nh th ny rt hp dn v d nh my cng nh l c hiu
qu.

Nhng quy tc vit mt l th hay
Tm hiu nhng mi quan tm ca ngi s nhn c th ca bn (xc nh
mc tiu ca vit th ca khch, cc vn khch phn nh, tm hiu xem khch
c thng xuyn s dng VN khng, khch c hiu bit v ngnh hng khng
khng)
Vit r rng v ng vo vn khch thc mc.
Dng ging vn sao cho ph hp (nh nhn, quan tm v phi tu thuc vo i
tng khch c vn phong v s gii thch cho ph hp)
Vit t nhin v chn thnh
Trnh vit di dng, k l (khng nn i co vi khch v trnh tranh lun khch
sai, VN ng, khng a nhn nh ch quan ca ngi vit vo bc th).
Trnh dng nhng bit ng thng mi, nhng t ng chuyn ngnh hng
khng
Vit n gin v c hiu qu
Kim tra th bng cch t mnh t nhng cu hi nh:
o Ngi nhn c hiu c l th khng?
o L th vit c t nhin v chn thnh khng?
o Ging vn trong th c ng khng?
o Tt c cc chi tit c chnh xc khng?
o L th c sc tch v nh nhn khng?
o Tt c t ng c ng chnh t khng?
o L th vit c ng ng php, chm cu thch hp khng?
o L th c c trnh by hp l khng? c nht qun khng v c hp dn
khng?

K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 57

4.5.2 Vit th quan h thng mi/ Vit bo co

MT S GI I VI BC TH QUAN H THNG MI :

Vit r rng, ngn gn th hin r tnh cht cng vic ca bc th.
Trnh vit nhng bc th kh hiu, qu di v khng c tiu im.
Th phi lch s, nh nhng, khng nghi thc qu.
Khng dng t ng k c.
Vit rnh mnh, mc ch r rng.
Vit nhm trao i thng tin.
Khng nn dng vn phong vn hc.

Hnh thc bc th rt quan trng, phi : Chnh xc Gn gng- Tun th kiu cch trnh
by chun no

PHN LOI CC BO CO:
Bo co thng k (bo co tun/thng/ bo co chuyn bay)
Bo co tin
Bo co nghin cu khoa hc
Bo co khuyn ngh
Bo co kim tra

CC BC TIN HNH VIT BO CO

Bc 1: Chun b
t cu hi xc nh trc khi vit bo co
Mc ch ca bo co l g?
C cn bo co bng vn bn khng?
Nu nhng khuyn ngh c chp nhn th d bo kt qu ra sao?
Ai s c bn bo co ny?

Bc 2: T chc bi bo co
Ghi thng tin ln mu/ phiu, mi on/ ch ghi 1 thng tin.
Chia mu bo co thnh tng mc thng tin , sp xp cc nhm thng tin lin
quan nhau theo trt t logic.
Phi c dn bi, thn bi gii quyt vn g, kt thc ra sao ?

Bc 3: Vit v c li
Vit nh trnh by bng ming
Trch dn nhng iu ngi khc gp
t vn v a ra phng n
Bo co phi c th: S dng minh ha v v d
Dng ngn t n gin
K NNG
CHM SC KHCH HNG
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Vit xong, c li v hon thin bo co

MU BO CO CHUYN BAY (GIO VIN T A V D)
MU TH QUAN H THNG MI (GIO VIN T A V D)

4.5.3 Vit th tr li than phin/ khiu ni

Trong hot ng Quan h Khch hng, vit th tr li cho hnh khch c th ni l mt
hnh thc giao tip ht sc quan trng. Cc l th giao tip thng qua cch trnh by,
ngn ng v vn phong cng nh cht lng giy vit th, tiu u th s li mt
n tng no cho hnh khch v Hng ca bn.

Cu trc ng php ca cu, cch ngt cu v chnh t l yu t chnh vit mt l th
cho tt. Tuy nhin, nhng yu t ny cng ch l cng c trong vic vit th m thi. Vit
mt bc th hay v c tnh thuyt phc i hi ngi vit phi c kh nng s dng cc
k thut trong ngn ng nhiu hn; gm c kh nng truyn t nhng suy ngh, tng
v cm xc ca mt ngi sang mt ngi khc. Bt c mt bc th feedback no cng
c 3 vn trng tm, l: NGI VIT TH, NGI NHN TH V NI DUNG
BC TH. Ngi vit th phi lun nh rng mnh khng ch ang giao tip, i ph
vi mt con ngi m cn ang i ph vi mt tnh hung na. V th ngi vit phi
c mt tng r rng v nhng g bn d nh s a vo trong ni dung bc th trc
khi vit. Ni dung th tr li khng nhng phi r rng, khng b sai st m cn phi
c nhn v hiu ng theo tinh thn ca ni dung th c gi n. Cho nn vic chn
, t vn , trin khai v phn loi cc s vic cng nh trnh by chng vi mt hnh
thc ph hp cho tng trng hp c th l rt quan trng.

Cch trnh by mt l th cng l iu ht sc quan trng. Mt l th c trnh by p,
nht qun s gp phn khng nh trong vic cao hnh nh ca Hng m bn i din.
V th, vic vit c hiu qu kt hp vi cch trnh by hp dn v nht qun phi gi
mt vai tr ht sc quan trng khi vit th feedback.

Cu trc ca mt bc th feedback u gm cc phn sau:
1. Tiu th (gm logo - tn hng - a ch - phone - fax...)
2. S tham chiu (nu c). Thng thng mt s tham chiu gm tn h vit tt ca
ngi vit th (thng c vit hoa) v tn ngi nh l th (c th vit hoa hay
vit thng), s h s lu (c th l tn hnh khch, ty thuc vo cch t chc lu
file ca n v)... (VD: TAT/PLC/pax 1)
3. Ngy thng nm gi th: thng dng cch vit theo th t ngy thng nm v lun
c vit dng y . i vi th vit bng ting Anh, phn ngy thng nm c
K NNG
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t v tr cn l bn tri, cn th ting Vit c t v tr cn l bn phi ca bc
th.
4. a ch ngi nhn th: Tn v a ch ngi nhn th phi c nh thnh nhng
dng ring bit nh l c ghi trn b th (quy nh i vi c th vit bng ting
Vit v ting Anh)
5. Phn cho u th: Nu bn ghi tn ngi nhn trong phn a ch ngi nhn
trong th th bn nn dng cch cho c nhn, ngha l c gi tn khch (ch p dng
i vi th ting Anh). V d: Dear Mr.Jackson
6. Ni dung chnh
7. Phn cho kt thc th: phn ny n thun ch l mt thng l v l cch lch s
kt thc th.
8. K (nu r h tn, chc danh)

4.5.4 Vit th in t

Ngy nay, th in t c mt khp mi ni v v vy n i hi phi c cc qui c
nhm m bo c cc nguyn tc ng x nh l mt phong cch giao thip. ngha c
n giu sau t qui c chnh l cho thy s trn trng i vi ngi khc. Cch n gin
nht lm vic ny l hi chnh bn: Mnh s cm nhn nh th no nu nhn c
mt thng ip?. Sau khi bn nghin ngm thng ip trong th in t di y v s
c cu tr li c bn nht.

Di y l mt bc th in t t mt nhn vin ca cng ty phn mm gi n phng
k ton ca cng ty lin quan n bo co chi ph. Bn hy kim tra liu bn c nhn thy
cc sai li thng gp nht hay khng.

Cch thc vit email

Phi c ci nhn ton cnh
o nh sn m iu
o S dng hng tiu c th
o Hng cho thng ip r rng v chnh xc
o ng truyn thng qu li v km li
o ng CC nhiu
o R sot li th in t trc khi gi
Bt u v kt thc ng mc
p dng nguyn tc vn phm v ch vit ng
Lm cho bc th in t tr nn quyn r v d c
t yu cu ln trn
o C th ha hnh ng m bn yu cu
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 60

o nh khung thi gian
o Thit lp s hiu bit ln nhau
o nh gi mc thnh tho ca ngi nhn
Ta tt cu t: Mt s ngi vit th in t nh vn ni. Vn nm ch
vn ni khng c cht ch nh vn vit.

Mt s biu tng s dng trong email v mt s t vit tt

Cm xc in t (Emoticons)

Cm xc in t (Emoticons) l cc biu tng c s dng trong th in t nhm m
t trng thi/ ging iu/ tnh hi hc (cn gi l emotion icon). Hy s dng chng nu
khng tt ca bn s b hiu nhm!

Sau y l mt vi biu tng hu ch:

:) or :-) Ci
;-) Nhy mt/ khng nghim trng
:( or :-( Nhn
:\ or :-\ Ci t mn
:-@ ng ght
:O or :-o Ngc nhin/ Thc hin/ Reo ln (Ty thuc vo bi cnh)
>-| Nhu my/ khng hi lng
:-| Khng cm xc/ khng quan tm
<:-) Cm thy ngc nghch
O:-) Cm thy b trn; c du hiu ngy th
:-P Th li ra
:-] Khng n tng
:-[ Tht vng
>:-) Xu/ nghch ngm
:-? Lim mi
:-x Hn hoc khng ni
<grin>
or <g>
Nhe rng ra ci!
(-: Ci (i vi ngi s dng tay tri hay ngi c)
:-* Hn
:-> Hnh phc
:-< Cc k bun
:'-( ang khc
:-/ ang ngh
:-D or :-)) N ci ln
8-) Mt knh (Mt m)
K NNG
CHM SC KHCH HNG
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Ln sa i: 00

GT KHAI THC MT T
Trang 61

B-) Knh mt (Cha mt)

:-) hoc :-)) v :-)))
Cc n ci c bn th hin ngi vit ang ci (cm thng, chc gho hoc xin li)
vi ngi c. S ngoc n cng nhiu th hin n ci cng rng.

;-) hoc ;-)) v ;-)))
Cc n ci bt u bng du chm phy c ngha l ci c khu hoc hi nhn.
Ging nh n ci c bn, s ngoc n cng nhiu th hin n ci cng rng.

:-( hoc :-(( v :-(((
y l mt s biu hin bun, tic hoc au kh. S ngoc n cng nhiu th hin ni
bun, tic hoc au kh cng ln.

Mt s v d v n ci
N ci c bn
:-) N ci chun
:`-( N ci khc
:~-( N ci oang oang
%-( N ci bi ri
%-) N ci hnh phc nhng hi lng tng
:-0 Uh-oh!
8-0 Oh my god!
:-| Ai quan tm ?
Mt vi bim ha
=):-) Uncle Sam
:-)B Dolly Parton
:-.) Madonna
:/7) Cyrano de Bergerac
) Cheshire Cat
o-) Cyclops
=:o] Bill Clinton
B-| Batman
=*0 Felix the Cat
N ci c bit
/:-) Vi nn m ni
d:-) Vi nn bng chy
<:-) Ti l n ....
{:-) Tc xung mt na
}:-) Tc gi che u hi
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

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(-) Cn ct tc
`:-) Mt chn my nhng ln
%-\ Treo l lng
%*@:-( V treo l lng nn u ti b tn thng ...
X-( Mi cht
N ci u
:b Th li ra
:-q C gng li chm n mi
(:-D Bun chuyn
:-(O) Ht ln
:-@ Nguyn ra
Hn
:-x Hn
:-X G t t y m
:-<> Khun mt mun hn
:* Hn
:X Ci g? Ti ni y ?
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

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Trang 63

BI TP V QUI C VIT EMAIL

Hy c bc th in t di y l cho bit nhng im thiu st.

Gi: actng.mny@lpa.com
T: peterrut@lpa.com
Re: Hy ln dy ct i
CC: Jakie.colr@lpa.com
Steve.bldr@lpa.com
Molly.daut@lpa.com
Aron.sn@lpa.com

Tun trc ti trnh bo co chi ph v ti vn cha nhn li tm sc: - (

Ti lun gp phi vn v vic nhn sc ng hn. Ti bit rng cc anh
ch cn thi gian x l v ti lun mun lm iu , vy ti khng bit iu
g ang xy ra?

C cch no m cc anh ch c th thng bo vi mi ngi khi cc anh ch
khng x l bo co ca h ng thi gian khng? CC ANH CH C TH
XC NH MT CCH CHNH XC BAO LU TH CC ANH CH X
L XONG? cng nh l xem xt li chnh sch m cc anh ch ang thc
hin lin quan n vic ct gim sc sau thi gian ct gim chun. Ti mun
c tm sc ca theo c gi theo ng Fedex ngay ngy mai. Ti nhn
thy rng TNSTAAFL nhng c th l cch tt hn x l vn ny ! ! ! !
! ! ! Lm sao m cc anh ch x l sc i vi trng hp k qu trc tip?
Cc anh ch cn thi gian x l? Cc anh ch c th x l bo co chi ph ca
tun trc v chuyn vo ti khon ca ti Wells Fargo cng nhanh cng
tt? Ti thc s khng mun ch thm mt tun na. Vui lng thng bo.
Vui lng ng chuyn cho ti li tr li k ton theo RTFM.

K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 64

Mi li mc phi trong bc th in t m bn c

Li th 1: Hng tiu khng r. Hng tiu trong bc th trn c tn l Hy ln
dy ct i. Tiu khng ch cho thy mt ging vn kh tiu cc, ng thi cho ngi
c mt suy ngh khng bit bc th ny vit v ci g.

Li th 2: Ging cho ngho nn hoc khng li cho. Ngi vit khng th hin n
lc mun thit lp mi quan h vi ngi c. Thay vo , ngi vit bt u m t vn
ngay. iu ny khng ch cho thy ngi thiu thin cm m cn lm cho ngi
c phi phng th. Li cho l mt trong mt vi cch chuyn ti m iu thng qua
th in t.

Li th 3: S dng t vit tt khng thng dng hoc d hiu. Ngi vit s dng
hai t vit tt khng thng dng trong kinh doanh ngy nay. S dng t kh hiu cng
tng t nh kiu gi mt bc th in t bng ting Anh cho ngi ch bit ting Php!
Kh nng hiu nhm v din ngha sai rt cao. Hy xem mt s qui c vit tt thng
dng.

Li th 4: CC khng cn thit. C bn ngi m tc gi mun CC dng nh khng c
nh hng no n vic gii quyt vn . Vic CC ch nhm mc ch bun
chuyn trn internet v nhm x cn gin ca ngi vit.

Li th 5: Sai vn phm, ch vit v chm cu. Khng s dng thi gian kim tra
li ch vit, ngi vit to ra mt n tng khng my tch cc. Th in t m cu
th, c ch vit sai s lm gim kh nng ng tin cy i vi ngi nhn.

Li th 6: Dng ch vit hoa nhn mnh cu t. Trong cng ng k thut s, vic
vit in cu t trong th in t l tng ng vi vic bn la mng hay chi ra ngi
nhn.

Li th 7: Khng c cu kt v ch k. Cng nh vo u cu chuyn, ngi vit
khng c li cho nhm to ra bu khng kh thn thin th kt thc th cng khng c
cu kt v ch k.

Li th 8: Kh c. Nhng cu ni tip nhau, cc im, lp li v cch ngn on
khng hp l chng t ngi vit khng quan tm nhiu n ngi c.

Li th 9: m iu khng thn thin. Ging iu ca bc th c v buc ti v th hn

Li th 10: Thiu yu cu c th. iu m tc gi bc th ny mun t Phng K ton
l g? Bi v bc th c qu nhiu cu hi v yu cu, ngi kh c th xc nh c
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

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Trang 65

yu cu c th ca ngi vit tha mn nhu cu. Th in t nhm n yu cu hnh
ng c th v ch thng tin. Vy phi cho ngi c bit ngay t u.
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

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Trang 66

5 Thng hiu v hnh nh cng ty

5.1 Tng quan

Thng hiu l khi nim trong ngi tiu dng v sn phm vi du hiu ca nh sn
xut gn ln mt, ln bao b hng ho nhm khng nh cht lng v xut x sn phm.
Thng hiu thng gn lin vi quyn s hu ca nh sn xut v thng c u
quyn cho ngi i din thng mi chnh thc.

Thng hiu - theo nh ngha ca T chc s hu tr tu th gii (WIPO): l mt du
hiu (hu hnh v v hnh) c bit nhn bit mt sn phm hng ho hay mt dch v
no c sn xut hay c cung cp bi mt c nhn hay mt t chc.

Thng hiu c hiu l mt dng ti sn phi vt cht. Lu phn bit thng hiu vi
nhn hiu. Mt nh sn xut thng c c trng bi mt thng hiu, nhng ng ta
c th c nhiu nhn hiu hng ha khc nhau. V d, Toyota l mt thng hiu, nhng
i km theo c rt nhiu nhn hiu hng ha: Innova, Camry...

5.1.1 Cc yu t cu thnh thng hiu

Phn c c:
Bao gm nhng yu t c th c c, tc ng vo thnh gic ca ngi nghe nh tn
cng ty, doanh nghip (v d nh: Gateway, PGrand, 3M...), tn sn phm (555, Coca
Cola), cu khu hiu (Ti yu Vit Nam), on nhc, ht, cu slogan c trng v cc
yu t pht m khc.

Phn khng c c:
Bao gm nhng yu t khng c c m ch c th cm nhn c bng th gic nh
hnh v, biu tng (hnh bng sen ca Vietnam Airlines), mu sc (mu xanh ca Nokia,
ca Coca-Cola, hay kiu dng thit k, bao b (kiu chai bia Henniken) v cc yu t
nhn bit (bng mt) khc.

S trung thnh ca khch hng i vi thng hiu
S trung thnh ca khch hng i vi thng hiu chnh l s quay tr li ca khch
hng vi cng ty. Nhng khch hng trung thnh l nhng v khch s lun bn cng ty
k c trong lc kh khn. Theo s liu thng k th 80% li nhun ca cc cng ty n t
20% khch hng trung thnh ca cng ty. Do vy vic chm sc nhng khch hng trung
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
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GT KHAI THC MT T
Trang 67

thnh qua cc chin lc marketing trc tip v Dch v chm sc khch hng lun c
cc cng ty quan tm, c bit cc cng ty trong lnh vc cung cp dch v.

Du hiu nhn bit thng hiu mt cch nhanh chng
Logo, mu sc, c im nhn dng gip thng hiu khc bit vi thng hiu khc.
V d c tnh c bn ca Aquafina l: Nc tinh khit ng chai; Logo mu trng trn
nn xanh mt m vi mu ca mt tri trn dy ni, xanh vi sng trng, r nt, khc
bit.

Lin tng ca khch hng khi nhn thy hoc nghe thy thng hiu
Brand identity bao gm tt c cc yu t c th cm nhn c v c th gy n tng
lin tng n tn v s nhn bit mt nhn hiu.
V d: hng MGM s dng ting gm ca s t nh mt Brand identity rt c o.
Brand identity c th l slogan, mu sc, ng nt, hnh nh sn phm, biu tng, mi
v, ting ng, ting nhc

5.1.2 H thng nhn din thng hiu

NHN DIN THNG HIU

nh ngha Nhn din thng hiu
S nhn din thng hiu l mt tp hp ca nhng lin tng m cng ty mun xy
dng v gn gi trong suy ngh ca khch hng.

H thng th hin thng hiu

Th hin qua sn phm: Chng loi sn phm, cht lng v gi tr sn phm,
cch s dng, ngi s dng.
Th hin qua cng ty: Vn ha, tnh cch ca cng ty
Th hin qua con ngi: Tnh cch
Th hin qua biu tng: Tn gi, logo, khu hiu, nhc hiu, hnh tng, kiu
dng, mu m.

Cng c th hin hnh thc thng hiu

Tn gi
Logo
Khu hiu
Nhc hiu
Hnh tng
Kiu dng v mu m
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GT KHAI THC MT T
Trang 68

Trin khai thit k h thng nhn din thng hiu c bn
Tin trnh xy dng h thng nhn din thng hiu
Nghin cu v phn tch
Chin lc thng hiu (Xy dng h thng nh v)
Th hin tng (Mu sc, kiu ch, logo, trit l, nguyn tc)
Trin khai th hin h thng nhn din (Lit k cc danh mc thit k, Thit k
theo danh mc)
Thc hin v kim sot

Tiu ch xy dng h thng nhn din thng hiu
1. Bm st nh v v th hin tch cch thng hiu
2. Nht qun
3. Kh thi
4. Khc bit
5. Gii thch r rng vi i tng.

NHN DIN THNG HIU CNG TY

n phm qung co (Tp ch, brochure, profile)
Vt phm qung co (ph hiu, ph iu, chn giy, c, )
ng phc (N/ nam, ng phc theo ma)
Business card
Mu giy tiu , bao th
Ti xch / v ng phc
Ti ng qu tng
Cc vt dng phc v khch hng ( Khay, tch, a phc v trn my bay)

5.1.3 Hiu bit thng hiu VNA

Nm 1989 Hng Khng Vit Nam c tch ra khi s qun l ca Khng Qun v B
Quc Phng sang hot ng nh mt doanh nghip nh nc, vi tn gi chnh thc l
Hng hng Khng Quc gia Vit Nam, tn giao dch quc t l Vietnam Airlines.
nh du s thay i ny, vo thng 3/1990 Tng cng ty HKVN t chc thi sng tc
biu tng mi cho Vietnam Airlines thay th biu tng cnh bay c dng khi cn
trc thuc Khng qun. Qua cuc thi, mu Con c vi hnh nh l mt cnh c bay trn
nn trng rm ca ho s Nguyn Vn Thn c chn. Do vo thi im Vit
Nam ngnh m thut cng nghip cn yu,

Tng cng ty HKVN ngh cng ty Airbus s dng tng ca ha s hon thin
thit k biu tng v ng dng trn my bay. Do thi gian v kh nng ti chnh hn
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Trang 69

ch, Tng cng ty HKVN khi cha t ra mc tiu xy dng mt chng trnh thng
hiu, biu tng Con c trong nhng nm qua t ra thiu ng b v nht qun, ngha
xut x biu tng ngy cng m nht.

n nm 1993, Hng Hng khng quc gia Vit Nam (Vietnam Airlines) ra i. Cng
vi vic hin i ho i my bay, chuyn t cng ngh Hng Khng Lin-X (c) sang
cng ngh M v Ty u, m rng pht trn mng ng bay quc t v trong nc,
Tng cng ty HKVN quyt nh nghin cu v xy dng mt biu tng mi trong
tng th mt chng trnh rt tn km (thi im ny, Cathay Pacific chi cho chng
trnh biu tng mi ca h 15 triu USD), Tng cng ty HKVN lm vic vi cc
cng ty sn xut my bay ngh h tr v chuyn mn v ti chnh. Hng ng ngh
ny, Boeing ng ti tr 2,5 triu USD, gii ngn trong vng 5 nm 1993-1998; vic
ti tr c thc hin thng qua Peck Communication (l cng ty qung co ca M
ch tr chng trnh biu tng hoa phong lan ca Thai Airways). Trn c s cam kt ca
Boeing, bt u t cui nm 1993 chng trnh biu tng ca Vietnam Airlines c
t chc thc hin. Vic la chn ni dung biu tng c giao cho b phn qung co
ca Vietnam Airlines v Boeing m nhim, phi hp, tham kho kin t vn ca cc
nh vn ho, lch s, m thut Vit Nam; phn thit k m thut cng nghip c giao
cho ha s Ku-b ngi Nht.
Cc bn tham gia dy cng kho st, nghin cu nhiu hnh tng khc nhau c
trng cho Vit Nam v Vn ho Vit Nam nh cy tre, cy la, trng ng, chic nn
phn tch so snh cc u, nhc im ca tng hnh tng trn. Qua kt qu tm ti,
nghin cu cc bn i n thng nht pht trin hoa sen thnh biu tng Bng Sen
Vng, vi mt s c s chnh nh sau:

ngha ca logo, mu sc, slogan

Th nht, Hoa sen gn b vi lng qu, cung nh, cha chin, rt gn gi, thn thit vi
i sng ca ngi Vit Nam thuc cc tng lp khc nhau. Hoa sen va i thng, li
va cao qu, linh thing, th hin st nht s tinh t v vn ho, o c ca ngi Vit
Nam, tinh thn vn ln vt qua kh khn, gian kh ca dn tc. t nc ta d chu
bao nhiu kh khn, gian kh ca dn tc. t nc ta d chu hn 1000 nm h ca
phong kin phng Bc, gn 100 nm xm chim ca thc dn, quc, nhng vn bo
tn c nn vn ho ring. Khng c g th hin c nhng nt p ca Vit Nam
tt hn Hoa sen qua nhng cu ca dao quen thuc Trong m g p bng sen .

Th hai, Hoa sen gn lin vi thn th, s nghip, ca Ngi cha v i cu dn tc
Ch tch H Ch Minh (Lng sen qu Bc)

Th ba, theo kin ca nhiu nh vn ho v lch s, Hoa sen l ng c vin tt nht
chn lm quc hoa ca Vit Nam khi c ch trng ny. Qua nhiu hot ng vn ho
ngh thut, c th thy Hoa sen ngy cng c s dng ph bin lm biu tng
Vit Nam ta.
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 70

Th t, vic chn Hoa sen ph hp vi thc t l ngy cng c nhiu Hng hng khng
cc nc chuyn sang s dng cc hnh tng thin nhin lm biu tng trong xu th
hng v thin nhin, bo v mi trng (Thay v dng hnh tng cnh chim truyn
thng c ngun gc t Khng qun).

Th nm, Hoa sen c tnh m thut v m thut cng nghip rt cao, d cch iu hn so
vi cc hnh tng khc.

lm biu tng, Hoa sen c v cch iu v kt hp vi mu vng l mu th hin
cht lng v s sang trng, thnh Bng sen vng. Ngoi ra do Vietnam Airlines l Hng
hng khng quc gia, biu tng Bng sen vng trn cc ui my bay bao gi cng i
cng vi Quc k ca Vit Nam.

Sau qu trnh lm vic nghim tc t nm 1993 n nm 1997, biu tng Hoa sen
c hi ng t vn m thut thuc Hi M Thut Vit Nam thng qua ti cng vn s
550/BTK ngy 9/5/1997. Cn c vo , Hi ng qun tr Tng cng ty ph duyt
biu tng Bng Sen Vng ti quyt nh s 1206/HQT ngy 23/07/1997. Cc Hng
khng dn dng Vit Nam cng ph duyt ch trng thay i biu tng ca
Vietnam Airlines theo quyt nh s 1996/CAAV-KT ngy 4/11/1997. T n nay,
biu tng Bng sen vng v ang c bo v bn quyn ti cc Cc bn quyn sng
ch ca Vit Nam v M.

Vo thng 11/1997, Tng cng ty HKVN sn th nghim Bng Sen Vng trn 01 my
bay B767 (cng vi mt s xe phc v mt t ti sn bay Tn Sn Nht) ly kin
ng gp kin rng ri. Chic my bay B767 ny khng nhng thc hin hng nghn
chuyn bay thng l ca Vietnam Airlines i n nhiu nc trn th gii, m cn nhiu
chuyn bay chuyn c cho cc ng ch lnh a ca ng v nh nc trong chuyn
cng tc thm chnh thc cc nc.

5.2 Vai tr ca thong hiu

5.2.1 i vi khch hng

i vi khch hng thng hiu c 3 cng dng c bn:
Gip cho khch hng la chn, mt cch tn km thi gian v cng sc,
nhng mt hng c cho mi trn th trng, thng qua cc tiu ch c
trng hm cha trong tn tui ca doanh nghip
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 71

Mang n cho khch hng s tin tng v an tm trong quyt nh ca h v
mt hng mua sm
Mang n cho khch hng nhng gi tr biu tng ph hp vi nhng g m
h mun th hin thng qua vic tiu dng.

hon thnh 3 s mnh ny, thng hiu cn phi m nhn 5 chc nng chnh
Nm chc nng ca thng hiu i vi khch hng:
nh Tuyn ( Spotting Axis): B tr nhng thng tin thit yu hm cha trong
thng hiu nhm gip khch hng xc nh nhanh chng v d dng u l
nhng mt hng v nhng doanh nghip c kh nng p ng thch hp nht
cc yu cu ca khch hng trong nhng tnh hung nht nh.
Phn bit loi thng hiu c bit n trn th trng, loi thng hiu
i vo tm tng ca khch hng
Thng hiu c c s tin tng ca khch hng v thng hiu c nm
trong top of mind tm tr ngi tiu dng.

nh Tn: Minh nh lng tin ca khch hng i vi thng hiu, t c
s tn nhim ca ngi tiu dng.

nh Ng: Ly chc nng ca thng hiu to iu kin ngi tiu dng
khng nh nhn cch, c tnh ring bit. Thng hiu phi l mt loi ngn
ng qua ngi tiu dng c c s t ho v chnh bn thn h.

nh Th: Mang n cho khch hng s hnh din v h khi h i din vi
ngi khc, vi mi trng x hi bao quanh h.

nh H: La chn s dng thng hiu l mt phng thc khch hng
khng nh s mong mun ha nhp vo mt cng ng no y m khch
hng chn lm chun.

5.2.2 i vi doanh nghip

Thng hiu khng ch c cng dng i vi khch hng, m cn phi m nhn mt vai
tr v cng quan trng i vi ni b cng ty: l vic mang n cho ton th nhn
vin ca doanh nghip iu m thut ng chuyn ngnh gi l sense of belonging v
sense of pride thc v s t ho c l mt thnh vin ca mt cng ty c tn
tui. Ngy nay, thc v s t ho c gii nghin cu v qun tr doanh nghip
nhn nhn nh mt ng lc thc y s ny n ca quy trnh mang tn l Emotional
Intelligence Competencies- EIC, c dch y ngha l S thng minh ca nhng
nng lc c c nh cm xc n t s ng cm gia cc thnh phn nhn s ca
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 72

doanh nghip cng nhau chia s t duy v hnh s thc hin cc ng hng chung
ca doanh nghip
Bn cht ca con ngi l s mong mun tm hiu (theo trit gia Hy lp Aristotle 384-
322 trc CN), s mong mun ngy cng c khng nh bi s pht trin ca mt
i ng lao ng cng lc cng c nhiu kin thc v tham vng, v th m ngha v
ng c ca vic lm ca h khng ch n thun n t vic i hi chia s nhng gi
tr vt cht m cn l tinh thn ca doanh nghip. Do vy, doanh nghip cn ch trng
n vic vun bi thc v nim hnh din tn tui ca chnh doanh nghip i vi ni b
doanh nghip, iu ny s gp phn nng cao bn thn doanh nghip trong vic cao
doanh nghip vi khch hng.

i vi ni b doanh nghip, thng hiu c cng dng ch yu l to nn mt quy
trnh lin kt 3C Community (Cng ng), Challenge (Thch thc) v Confidence
(Tin tng), li ch ca doanh nghip khng phi ch n t cc chin lc hay cc sn
phm/ dch v m cn ch yu n t nhng mi quan h c c gia cc thnh vin
trong tp th nhn s ca doanh nghip. Theo chiu hng , tinh thn cng ng doanh
nghip khng nhng c m rng m cc mi quan h gia nhng thnh vin ca cng
ng cn c gn kt cht ch hn bi vic cng nhau hng v thc hin mt mc
thch thc chung, trn c s s tin tng ln nhau v cng nhau chia s nim tin trong
qu trnh lm ln mnh tn tui ca doanh nghip.

to c quy trnh lin kt 3C, thng hiu phi m nhn 5 chc nng sau:
nh Gic (Vision): Minh nh mt tm nhn
nh Nhim (Mision): n nh mt nhim v
nh Ngh (Core Business Activities): Xc nh u l cc lnh vc hot ng
ngh nghip trung tm
nh Nng (Core competencies): Xc nh nhng nng lc ct li
nh Phm (Values): Nhng phm cht c t nh r rng v c cng
nhn c gi tr chung.

Doanh nghip to c cho chnh mnh mt cng ng yu ngh v yu i thc y bi
EIC th tn tui doanh nghip s tr thnh mt hp lc khng ch li cun ngun nhn lc
ngy cng nng ng v sng to m cn thu ht ngy cng ln ngun khch hng trung
thnh trong th trng cnh tranh.

lm c iu , ton th ni b doanh nghip phi c mt t duy thng hiu
(Brand mindset) ngha l phi suy ngh nh mt thng hiu, suy ngh nhn danh tn
tui, danh ting chung. S vn hnh ca ni b doanh nghip, do , chnh l phi nhm
thc hin nhng g m doanh nghip ha hn vi chnh h v khch hng, th trng,
x hi.

Khi tt c nhng iu trn c thc hin th thng hiu mi pht huy c ht trng
lc ca n i vi ni b doanh nghip.
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 73

5.3 Cch thc duy tr thong hiu manh

Cn lm g xy dng v duy tr thng hiu mnh

Phi xc nh nh v r rng.
Chn mt s khc bit cho thng hiu ca bn.
Xy dng thng hiu cn c thi gian v nht qun.
xy dng thng hiu mnh, bn phi xy dng nhng gi tr mnh m,
v.d: mt cm/ t khc su trong u khch hng.
C kht vng tr thnh Ngi dn u trong phm tr sn phm (category).
Nhn hiu ca bn cn phi Tp trung hn.

Nghin cu duy tr thng hiu t Singapore Airlines

Brand Pyramid

Nhng thuc tnh no l quan trng nht
i vi ngi dng?
Ngi mua c th t c g t sn phm?
Ngi mua sp s c g t sp v cng ty?
Ngi mua s nhn c g t nhn hiu
ny?
Phn quan trng nht ca tnh cch nhn hiu
ny khin ngi ta mua hng?
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 74

Singapore Airlines Brand Pyramid

B quyt ca cc thng hiu mnh - R rng v nht qun.
Trong hn 40 nm nhn hiu SIA lun gn lin vi hnh nh Singapore Girl Gentle
Hosstes in Sarong Kebaya.

5.4 Truyn thng thong hiu

ngha hot ng cng chng ( PR)
PR Pubblic Relation, l mt chc nng qun l nhm nh gi thi ca cng chng,
xc nh cc ng li v quy trnh ca mt c nhn hay t chc i vi li ch cng
ng, v hoch nh cng nh thc hin chng trnh hnh ng vi mc ch t c
s hiu bit v chp nhn ca cng chng i vi sn phm hay dch v ca cng ty
Quan h cng chng bao hm c nhng vic nh: Quan h vi cng ng, quan h vi
nh u t, t chc hp bo, t chc cc s kin truyn thng, thng tin ni b, gii quyt
khng hong (V mt cng khai)
(V mt khng cng khai: Vit sn cc thng co bo ch, vn ng bo ch ng bo...)

Cng chng mc tiu
Singapore Girl Gentle
Hostess
Great way to fly, Feel at home
Phc v tn tnh, N ci duyn dng, Kinh
nghim cng phi hnh on tinh t, s chm
sc tng c nhn, .
Thi gian Bay ngn hn, sang trng, yn tm,
thoi mi, ...
My bay hin i, networks, lch bay,
K NNG
CHM SC KHCH HNG
M KS: KNCA-QHK-01
Ln sa i: 00

GT KHAI THC MT T
Trang 75

Xc nh r ai l cng chng mc tiu ca cng ty bn l mt n lc cc k quan trng
ca cng tc quan h cng chng. V dng li ni v cng ty, v sn phm, dch v
i vi nhng ai c th b tin mua sn phm hay dch v .

ngha Truyn thng ni b
To dng nim tin, lng t ho v thng hiu, v cng ty.
To ng lc cho nhn vin, thng qua cc hat ng b ni.
Cung cp thng tin xuyn sut cc cp trong t chc.
Duy tr tnh r rng, nht qun ca t chc i vi ni b v khch hng.
Hng dn hnh vi cho nhn vin thc hin chin lc ca t chc.

Qung co thng hiu
c thc hin di cc hnh thc qung co truyn hnh, trn tp ch, trn bng pa-n
v.v
5.5 Hoach djnh ngn sch xy dng hnh nh cng ty

Cc yu t lin quan n hoch nh ngn sch :
Mc % d kin chi ngn sch nhn hiu trn tng doanh thu ca nm.
Xem xt c cu nhn hiu/ sn phm hay c cu a nhn hiu trong nm ti
kho sp ti, da trn nh v a nhn hiu c th t xc nh sn phm ch
lc cho k hoch marketing.
Xem xt cc thng tin lin quan v i th cnh tranh, chin lc nhn hiu, k
hoch sn phm, k hoch pht trin th trng v nh v nhn hiu trong thi
gian ti
Xem xt cc yu t h thng t chc marketing ca cng ty.
Xem xt k hoch pht trin phn phi v pht trin th trng ca cng ty
Xem xt mc tng trng ( hay suy gim) ca th trng trong nm ti nhm n
nh mc ngn sch tng cho ph hp.
Xc nh t l ATL:BTL (Above the line : Below the line)
Khon ngn sch d phng.

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