CHIN LC CNH TRANH

TS. Hong Trung Dng

Ch tch AIDA VIETNAM Gim c Trung tm HPM
Tel: 0949 71 8888 Email: dunght286@gmail.com

CHIA NHM > CHIA

GII S
THIU > MONG I

NI DUNG

Chin lc v Chin lc cnh tranh

BSC/KPI hoch nh Chin lc kinh doanh

Trin khai BSC v KPI qun tr mc tiu

BSC/KPI tr lng, thng, to ng lc

1
CHIN LC V CHIN LC CNH TRANH

QUN TR DOANH NGHIP THI HI NHP:

KH KHN, THCH THC

BI CNH TH GII
TNH HNH VIT NAM

CHNG TA NN TP TRUNG VO U?

V ai, thc hin

cc mong mun y?

CHIN LC V CHIN LC CNH TRANH

nh hng chin lc & Mc tiu chin lc

nh hng n t u?
Ai l ngi trc tip nh hng?
nh hng nhm ti mc tiu g?
Mc tiu c th ca Cng ty?
Mc tiu c kh thi?
Nu khng t mc tiu, phng n B l g?

CHIN LC V CHIN LC CNH TRANH

Cc yu t nh hng n chin lc
C IM CA T CHC:
Quy trnh, c cu t chc v vn ha
doanh nghip
Cc chun quy nh ca chnh ph, cc
ban ngnh
C s h tng, cc phng tin, thit
b hin c ca doanh nghip
Ngun nhn lc, h thng QLNS
iu kin th trng, yu t chnh tr,
h thng thng tin

CHIN LC V CHIN LC CNH TRANH

Quy trnh qun l d n chin lc

1. Khi s d n (Initiating)
2. Lp k hoch (Planning)
3. Thc thi (Executing)
4. Kim sot (Controlling)
5. Kt thc d n (Closing)

CHIN LC V CHIN LC CNH TRANH

Quy trnh qun l d n chin lc

5 nhm
quy trnh

42 quy
trnh

9 mng
kin thc

CHIN LC V CHIN LC CNH TRANH

Quy trnh qun l d n chin lc

3 NI DUNG CA
QUY TRNH

U VO

CNG C
V K THUT
X L
U VO

U RA

CHIN LC V CHIN LC CNH TRANH

Lu khi la chn m hnh t chc d n

S r rng v quyn hn, trch nhim

ca tng v tr
minh bch v thng tin
S lp qun l cng t cng tt
Nhu cu, hiu sut s dng ngun lc
Tnh linh hot
Tc trao i thng tin gia cc v tr
Chi ph hot ng

CHIN LC V CHIN LC CNH TRANH

D n chin lc s c nhiu cu phn

Th trng,
khch hng
Sn phm
Qun l
RR
D n v gi c
ti
cu trc
T chc Cng ty
v qun l
Nhn s,
hiu qu
cng vic Vn hnh ti chnh
v cng
ngh

CHIN LC V CHIN LC CNH TRANH

Lp k hoch l bc u tin
m bo hiu qu d n chin lc
HOT NG
Thc y
kinh doanh

Qun l
nghip v

Qun l
con ngi
v hiu sut

CU HI CHNH

Mc tiu v ch tiu ca ti l g?
Lm th no ti t c nhng mc tiu v ch tiu ?
Ngun lc v nng lc m ti c l g?
Lm th no ti s dng nhng ngun lc v nng lc y?

Nhng hot ng yu cu thc hin trn nhng ch tiu m ti

t ra?
Ti qun l nhm ca ti nh th no m bo rng nhng hot
ng ny s c thc hin tt?

Lm th no ti qun l c hiu sut ca mi nhn vin trong

nhm ca ti?
Lm th no ti c th to dng nng lc cho mi nhn vin?
Lm th no to ng lc cho nhn vin?

CHIN LC V CHIN LC CNH TRANH

4 khu gim st chin lc hiu qu

Nu khng hiu qu

Hiu mc tiu c th
ca Anh/Ch

t mc cho mc
tiu v theo di
hiu sut thc t

Tiu ch nh
gi hiu sut

Ch tiu ngn
hn hn

Ch tiu trn mi
tiu ch nh gi

Tin v
hiu sut so
vi ch tiu

Chia nh cc
tiu ch nh gi

Xc nh cc hnh
ng c th t
c ch tiu

Lin tc nh gi
mc hiu qu
v nguyn nhn ct
li ca tnh trng
hiu sut thp

K hoch hnh Xc nh vn qua

ng trn tiu phn tch nguyn
ch nh gi nhn ct li
hiu sut
R sot k hoch
Ngun lc
vi cc chng
yu cu
trnh c iu
Khung thi gian chnh theo bi cnh
Tc ng c ang thay i
c tnh

Cu chuyn
Ngi th sn, n ch sn
v nhng Con th

2
NG DNG BSC V KPI TRONG
HOCH NH CHIN LC V K HOCH
KINH DOANH

BSC V KPI TRONG HOCH NH CHIN LC

Tng quan v BSC v KPI

KPI

BSC V KPI TRONG HOCH NH CHIN LC

BSC l g?

L mt h thng qun l (ch khng

ch l mt h thng o lng) gip
cho t chc xc nh r tm nhn v
chin lc v chuyn chng thnh
hnh ng

BSC V KPI TRONG HOCH NH CHIN LC

BSC xut phi

xem xt mt t chc t 4 kha cnh

BSC
HC HI V
PHT
TRIN

NI B

KHCH
HNG

TI CHNH

BSC V KPI TRONG HOCH NH CHIN LC

BSC n gin hay phc tp?

BSC V KPI TRONG HOCH NH CHIN LC

BSC bt u t u?

BSC V KPI TRONG HOCH NH CHIN LC

Mu bn chin lc

BSC V KPI TRONG HOCH NH CHIN LC

Mu bn chin lc

30%

30%

30%

40%

15%
15%

30%

30%

25%

30%
15%

30%

20%

10%

25%

25%
20%

20%

50%

10%

BSC V KPI TRONG HOCH NH CHIN LC

Bi tp:
Xy dng bn chin lc ca Doanh nghip

Phn tch SWOT, PEST, 5F...

Thng nht (gi nh) chin
lc ca Doanh nghip t
nay n 2020
Xy dng bn chin lc
ca Doanh nghip

Phn tch SWOT- Nhng g cn tm

im mnh ngun
lc tim nng
Chin lc mnh
Tnh hnh ti chnh mnh
Hnh nh ln/danh ting
tt
L cng ty dn u th
trng c cng nhn
K thut c o

im yu ngun lc
tim n
Khng c nh hng
chin lc r rng
Trang thit b lc hu
K ton ti, n qu nhiu

Qung co mnh

Chi ph tng th cao hn

i th
Thiu mt s k
nng/tim lc c bn
Li nhun m . . .

K nng i mi sn
xut
Dch v khch hng tt

Trc trc trong sn xut .

..
Tt hu trong R&D

Cht lng sn phm tt

hn
Lin minh hay lin doanh

Cc dng sn phm ca
hp
K nng marketing km

Li th gi c

27

C hi tim nng
ca cng ty
Phc v thm nhng
nhm khch hng
M rng ra nhng khu
vc a l mi
M rng dng sn phm
Chuyn k nng sang
mt sn phm mi
Hi nhp dc
M rng ginh th
phn t i th
Mua li i th
Lin minh hoc lin
doanh m rng che
ph
M rng khai thc
nhng c hi mi
M rng nng cao
thng hiu/ hnh nh

e da tim n t
bn ngoi
Nhiu i th mi vo th
trng
Mt doanh thu cho nhng
mt hng thay th
Th trng tng trng
chm
Nhng bin i khng
thun chiu trong t gi
hi oi v chnh sch
thng mi
Nhng quy nh mi tn
km.
Mc d b nh hng
trc vng kinh doanh
Khch hng hoc nh
cung cp c thm li th
Dch chuyn nhu cu ca
khch hng
Thay i nhn khu

Xc nh mc quan trng cho hp l

28

BSC V KPI TRONG HOCH NH CHIN LC

BSC c pht trin t bn chin lc

BSC V KPI TRONG HOCH NH CHIN LC

BSC c s xy dng k hoch c th

BSC V KPI TRONG HOCH NH CHIN LC

BSC: k hoch n gin v bn vng

BSC V KPI TRONG HOCH NH CHIN LC

Bi tp nhm

Trn c s bn chin
lc ca Doanh nghip va
xy dng, phc tho BSC ti
1 n v/phng ban trc
thuc, trn c s , nu r
cc kin ngh, xut

BSC V KPI TRONG HOCH NH CHIN LC

nh ngha KPI (Key Performance Indicators)

L cc ch s nh gi sc kho ca doanh nghip,
b phn hoc c nhn
c pht trin da trn:
Cc mc tiu chin lc
Cc c th sn phm/dch v
Thc trng n v/c nhn
Phn nh tnh hiu qu, hiu sut
c th tnh ton, theo di v nh gi (SMART)
ln can thip vo qu trnh

BSC V KPI TRONG HOCH NH CHIN LC

Mc ch s dng KPIs nh gi thc hin cng vic

m bo ngi lao ng thc hin ng

cc trch nhim trong bn m t cng vic
ca tng v tr chc danh c th.
Cc ch s mang tnh nh lng cao, c
th o lng c th do nng cao hiu
qu ca nh gi thc hin cng vic.
Vic s dng cc ch s KPIs gp phn
lm cho vic nh gi thc hin cng vic
tr nn minh bch, r rng, c th, cng
bng v hiu qu hn...

BSC V KPI TRONG HOCH NH CHIN LC

Tiu ch SMART khi xy dng KPIs

Khng phi l yu cu
bt buc khi xy dng
KPIs, tuy nhin nu
h thng KPIs cu t
chc m t c
tiu ch SMART th
hiu qu ca nh gi
thc hin cng vic
s rt cao.

S - Specific: C th
M - Measurable: o lng c
A - Achiveable: C th t c
R - Realistics: Thc t
T - Timbound: C thi hn c th

BSC V KPI TRONG HOCH NH CHIN LC

V d v li ch ca KPIs
L mt cch rt nhanh cho thy thnh qu hin thi ca mt
mc ch hoc mt mc tiu chin lc.
Cc quyt nh c th c thc hin nhanh hn khi c nhng
o lng nhn thy c v chnh xc.
C th gip khu qun l nhn bit thnh qu ca t chc,
phng/ban hoc mt nhn vin no c hng khuyn
khch, to ng lc cho nhn vin.
Mt i nhm c th lm vic chung vi nhau theo nhng mc
ch o lng c.
a ra cc ch tiu c th o lng c, t vic nh gi
hiu qu cng vic s c th hn v d thc hin hn m t c
nhng kin ngh, bt ng.

BSC V KPI TRONG HOCH NH CHIN LC

Cc bc xy dng KPIs
Bc 1: Xc nh b phn cn xy dng KPIs
Bc 2: Xc nh cc KRAs (Keys Result Area) ca b phn
(cc chc nng/nhim v)
Bc 3: Xc nh v tr chc danh v cc trch nhim chnh
ca v tr chc danh
Bc 4: Xc nh cc ch s KPIs (ch s nh gi)
KPIs ca b phn
KPIs cho tng v tr chc danh
Bc 5: Xc nh trng s v ch tiu cho cc ch s KPIs
Bc 6: Lin h kt qu nh gi KPIs vi lng, thng

BSC V KPI TRONG HOCH NH CHIN LC

Lu khi xy dng KPIs

Nu cc ch s KPIs xy dng khng t c

tiu ch SMART th n khng ch gy nh
hng xu cho h thng nh gi m cn gy
hu qu xu cho h thng qun tr ca t chc
ni chung.
Nu mc tiu khng t c tiu ch c th
th ngi lao ng khng bit mnh phi lm g
v lm nh th no t c hiu qu
cng vic nh mong mun.
Cc ch s khng t tiu ch o lng
c: Nh vy khi a ra cc tiu ch khng
cn ngha o lng kt qu.

BSC V KPI TRONG HOCH NH CHIN LC

Lu khi xy dng KPIs

Cc ch s KPIs khng t c tiu ch c th t c v

thc t: Mc tiu xy dng qu xa vi so vi thc t, nhn
vin khng th t c mc tiu d c gng ht mnh. iu
ny dn n tm l tht vng, chn nn, khng mun lm vic.
Cc ch s KPIs khng c hn nh c th: ngi lao ng
khng bit cng vic ny phi lm trong thi gian bao lu hay
khi no phi hon thnh. iu ny gy kh khn rt ln cho
ngi lao ng trong qu trnh thc hin cng vic.
Khi s dng cc tiu ch KPIs lm mc tiu th phi thay i
theo mc tiu ca t chc, n khng c hiu qu cao nu c
s dng theo thi gian di.

BSC V KPI TRONG HOCH NH CHIN LC

Cc ch s KPI thuc nhiu loi khc nhau

Vic hiu nhm v p dng my mc h thng KPI s

to ra nhng bt cp trong h thng nh gi trong
cng ty. KPI c th thuc 3 loi nh sau:
KPI

H thng KPI
tp trung vo
u ra (output)

H thng KPI
hnh vi
(behavior)

H thng KPI
nng lc
(competencies)

BSC V KPI TRONG HOCH NH CHIN LC

Cc ch s KPI thuc nhiu loi khc nhau

H thng KPI tp trung vo u ra:

Cc KPI u ra output qu quen thuc.
KPI output cho php thc hin cng tc
nh gi nhanh v hiu qu. Tuy nhin h
thng ny c cc yu im l khng cn
nhc tt tnh hnh thay i trn th trng
kinh doanh, khng khuyn khch pht
trin, to iu kin cho nhn vin tp trung
vo cc gii php ngn hn tnh th

BSC V KPI TRONG HOCH NH CHIN LC

Cc ch s KPI thuc nhiu loi khc nhau

H thng KPI hnh vi: Cc KPI v

hnh vi tng i mi. Cc KPI hnh
vi rt thch hp vi cc v tr m u ra
rt kh lng ha. V d ti v tr
chuyn vin dch v khch hng, cc
hnh vi nh tch cc lm vic, chm
ch, cn thn l nhng yu t tin
quyt m bo u ra ti v tr lm vic

BSC V KPI TRONG HOCH NH CHIN LC

Cc ch s KPI thuc nhiu loi khc nhau

H thng KPI nng lc: Cc KPI v

nng lc ch trng vo kh nng ca
ngi nhn vin. H thng KPI nng
lc tp trung vo nguyn nhn thay v
kt qu nh trong h thng KPI tp
trung vo u ra

BSC V KPI TRONG HOCH NH CHIN LC

Ch dn xc nh t l hp l cho 3 nhm KPI

V tr cng vic: V tr cng vic ng vai tr quyt nh t l

ba nhm KPI. Ti v tr chuyn vin nghin cu R & D, h
thng KPI tp trung u ra s khng hiu qu do nghin cu
pht trin mang tnh cht ri ro v bt nh cao. m bo chi
ph v cc hot ng h tr R & D khng m bo 100 %
thnh cng. p t l KPI output s to ra nhng p lc v hnh
cho chuyn vin nghin cu. Tuy nhin ti v tr gim st bn
hng FMCG, h s KPI output s phi chim t trng ln nht.
Cng tng t, h thng KPI nng lc s ph hp vi cc v
tr nhn vin tr.
Chin lc kinh doanh: Mt cng ty c chin lc kinh
doanh di hn v bn vng s c trng s h thng KPI v
nng lc v hnh vi nhiu hn cng ty tp trung vo ngn hn.

BSC V KPI TRONG HOCH NH CHIN LC

Ch dn xc nh t l hp l cho 3 nhm KPI

p lc mi trng kinh doanh: p lc mi trng kinh
doanh nh hng ngn hn ti h thng KPI nh gi.
Cc ngn hng l mt v d c th khi tt c cc nhn
vin u phi m bo ch s huy ng vn.
Nng lc ca Phng Nhn s: Nng lc hin hu ca
phng nhn s v cc cp qun l cng l yu t quyt
nh la chn h thng KPI. H thng KPI tp trung v
ouput s khng i hi nng lc chuyn mn ca phng
nhn s. Tri li, h thng KPI v nng lc v hnh vi s
i hi nng lc cao hn.

BSC V KPI TRONG HOCH NH CHIN LC

H thng KPI tt

H thng KPI tt l h thng KPI thc t vi

hon cnh doanh nghip ca mnh, kh thi,
thu thp c thng tin chnh xc vi chi
ph v thi gian hp l.
Nu mun thit lp cc KPIs cho tng
phng ban, Phng Nhn s phi tham vn
vi trng phng ban v cp cao hn
(h cn nhng thng tin g a ra cc
quyt nh qun l) ngoi ra, cng cn cn
c vo mc tiu v chc nng ca phng
ban

BSC V KPI TRONG HOCH NH CHIN LC

3 giai on trin khai KPIs

Giai on
chp chng
bit i

Giai on
vp ng

Giai on
ng dy v
i vng vng

Cu chuyn

Con kin

3
TRIN KHAI BSC V KPI QUN TR
MC TIU KINH DOANH

BSC V KPI QUN TR MC TIU KINH DOANH

Cc bc xy dng KPI c th
HQT
Ban Th k HQT
UB Qun l RR
UB Nhn s
UB Kim sot v tun th

Mc tiu Top 5
TG
Ban Tr l
Ban ALCO
Hi ng Tn dng

TG
Ngn hng
C nhn

Cc chi nhnh
KHCN

TT Bn hng
trc tip

TT DV Ngn
hng t ng

P. Ptrin sp
P. Marketing

P. ptrin mng
li

TT vn hnh
P. ptch
KD&CLDV

3
TG
Ngn hng
Doanh nghip

Cc TT SME
TT ti tr TM
P. KD DN SX
P. KD DN
thng mi
P. KD DN bn
l
TT Thanh
ton trong
nc
P. ql n
P. ptch KD &
CLDV

Cc n v KD

4
TG Ngn hng
DNL v CTC

Khi ngoi hi
TT GD ngoi hi,
tin t, CCPS
P. pht trin sp
P. Thng tin v d
bo
P. u t
Khi KHDN & C
Cc TT KHDN ln
P. nh ch
P. marketing v
PTSP
P. x l giao dch
P. phn tch
KD&CLDV

5
G Khi
Qun l
Ti chnh

P. Ti

chnh K
ton
P. Thm
nh u
t mua
sm
P. K
hoc
ngn
sch
P. Qun
tr trung
tm bo
co

G Khi
Qun l
Ri ro

G Khi
Qun l
Nhn ti

G Khi
Qun l
Chin lc

TT x l

P. chin

P. pht

tn dng
tp trung
TT qun
l tn
dng
TT qun
l RR th
trng
TT qun
l RR
hot ng
P. thu hi
n xu

lc pht
trin nhn
ti
P. tuyn
dng
Trung tm
o to
P. nghip
v nhn
s

Cc Khi h tr

trin
chin
lc
P. iu
phi d
n
D n

G Khi
Cng ngh

9
G Khi
Tng hp

Ngn hng

Trung

tm pht
trin
CNNH
Trung
tm vn
hnh
CNNH

P. truyn

thng v
qun l
thng
hiu
P. php
ch
P. nghin
cu KT
TT mua
sm
P. hnh
chnh

BSC V KPI QUN TR MC TIU KINH DOANH

Chi tit c cu ca 1 n v nh

Tp trung ha cc chc nng hnh

chnh trong tng lai lu di

G Vng

G Trung tm iu hnh trung

Kim sot
vin

tm v nh gi nhn vin

G Trung Tm

G Trung tm bo co ln G
Vng

GDV

RM bo co ln G Trung Tm
RM lm vic vi CSO v h s

L tn

Li xe

RM1

RM2

RM3

RM4

RM5

RM6

Cn b hnh
chnh
K ton

CSO
chnh

v theo di cng vic thu nhn

h s ca CSO
RM phn h s cho CSO thng
qua CSO chnh
RM nhn xt v CSO vi CSO
chnh v G Trung Tm

Tt c CSO bo co vi CSO
chnh

CSO chnh bo co ln G
CSO1

CSO2

CSO3

Trung Tm
Mi CSO h tr cho mt hoc
nhiu RM x l th tc h s

BSC V KPI QUN TR MC TIU KINH DOANH

Mi quan h gia cc v tr trong n v

L tn

Cho khch hng ti ca

Hng dn KH n khu vc hoc NV
ph hp mt cch hiu qu (khu
chm sc, giao dch hay dch v)

GDV

Thc hin cc giao dch nh gi v rt

tin/ sc, m TK, giao dch TK

CSO
RM

RM tm kim khch hng mi/ gp KH mi do

l tn gii thiu n.
C trch nhim hon thnh quy trnh bn hng
Gii thiu KH sang CSO hon thin th tc
h s v x l tip

Tip nhn KH mi t RM
Trc tip tip KH hin c
Gii thch v hon thin h s
Gii quyt thc mc
a thc mc ngoi gii hn ln RM

BSC V KPI QUN TR MC TIU KINH DOANH

M t v tr cng vic v cc yu cu cn t
Thit k tng th

KV DCH V

KV CHM SC KHCH HNG

Khu vc trng by
Khng gian cho qun l cp
cao nht ca khch hng tip
xc vi RM
Ni to ra c hi xy dng mi
quan h thay v khu vc giao
dch
Khng giao thoa vi khu vc
giao dch
Giao thoa mt cht vi khu vc
dch v
Lu lng khch hng rt t
vi TAT/ khch hng cao
Tp trung to ra tri nghim
tuyt ho cho khch hng

Thit k cho nhn vin vn phng

hng trung ca khch hng
H s lin quan n CSO
Gii quyt nhng thc mc ca
khch hng
Giao dch bn hng cp thp
Giao thoa mt phn vi khu vc
chm sc v khu vc giao dch
Chung phong ch vi khu vc giao
dch (i khi c th s dng khu
ch ca khu chm sc khch hng)

KV GIAO DCH
Thit k cho nhn vin k ton, nghip v ca khch hng
Gn li vo m khng p vo tm mt
Khng giao thoa vi khu chm sc khch hng
Khu ch ring vi khu ch bn khu vc chm sc khch hng
Gi tin mt v sc
Lu lng khch cao vi thi gian giao dch ngn

XY DNG M HNH M PHNG HOT NG THC T

CEO doanh nghip bc vo, n tng ban u

Ti gp ng Hng, RM cch y vi ngy ti vn

phng ti.

ng Hng mi ti n chi nhnh. y l ln u tin

ti vo chi nhnh vi li mi ca RM. Mt tin bn
ngoi v khng gian tng mt rt trang nh.

Li dn vo khu tng 2 c ch dn r rng v c v l

khu c bit ch khng phi l mt vn phng hu
ho lnh trn tng.

L tn cho ti v dn ti vo ngi trong khu ch

sang trng. C l tn thng bo ng Hng s gp ti
trong vng 2 pht.

Ti vo Chi nhnh qua ca chnh khng ng ngi.

Ti thy khch hng n giao dch dng ca ph.

Ti thy r ti c i x nh mt khch hng u

tin.

Ti thch n tng ban u ca chi nhnh ny.

XY DNG M HNH M PHNG HOT NG THC T

CEO bc vo, ng mua sn phm

ng Hng a ti vo phng hp kn
cnh phng ch.

Ti gii thch vi ng rng ti cn vay

vn d n XD mt c s thit b mi.
Ti n mt vi NH nhng h khng
th cho vay ng khon tin m ti cn
v ti th chp bt ng sn vay
khon tin khc v ch c sn phm u
ra lm vt th chp.

ng hi 4-5 cu hi v cty ti, v d n

v ti sn th chp. Sau 10 pht, ng
gii thiu vi ti sp vn vay p ng
mc vn cao hn gii hn ti cn vi ti
sn th chp hn hp ti hin c.

Ti cm thy ngc nhin mt cch l

th. y l ni duy nht p ng nhng

nhu cu vn vay ca ti. ng ly thng
tin lin lc ca k ton cty ti v gii
thch CSO s lin lc vi k ton cty ti
vay
hon
thnh
thcc
tc h
h s
s.cn np, chi
ng trao cho ti mt t giy vi mi chi tit chng ti tho lun lng vn
tim
nng,
tit lin lc, ngy d nh duyt tn dng

RM cng gii thch vi ti rng ti c quyn s dng min ph c bit phng kinh doanh cho cc cuc gp vi khch
hng ca ti.

Nhn chung, y l cuc ving thm rt b ch i vi ti. Ti hn hnh la chn ni y lm i tc kinh doanh vi
mnh.

XY DNG M HNH M PHNG HOT NG THC T

K ton trng, n ngn hng thc hin th tc

h s
Bi cnh Sp ti, ng Nguyn, thng bo ngn hng sn sng cho chng ti vay vn. ng cng a cho ti

danh mc nhng h s cn np. Vic ny rt c ch. Ti tip xc vi CSO qua in thoi v hiu phi np nhng
h s no c vay vn. CSO gii thch r cc yu cu. Cty chng ti thiu mt h s v CSO t ra rt hu ch.
Anh ta gi chng ti np mt ti liu thay th khc. Ti nhanh chng chun b nhng h s cn v quyt nh n
chi nhnh np h s xin NH cho vay vn.
L tn nng nhit cho n ti v ch cho ti
bn ca CSO.

CSO xem cc h s ti mang n. Ti thiu

mt giy t v anh ta ch ngay ra. Ti rt n

tng vi s t m ca anh ta. Ti ha s gi
ti liu ny n trc bui ti.

CSO thng bo vi ti rng mt chuyn gia

thm nh NH s lin h vi ti nh
gi ti sn th chp vo ngy hm sau.

CSO cho ti bit ti s nhn c quyt

nh tn dng trong vng 2 ngy.

Ti rt vui v s hiu qu. CEO ca ti

chn ng i tc kinh doanh.

CHN NGI PH HP M NHIM CC V TR CNG VIC

Gim c qun l quan h KH/ Relationship Manager - RM

G QLQHKH l i
tc ngang hng
VAI TR
ng tin cy ca ch
s hu/Tng G/G
ti chnh ca KH
Tm kim Khch hng mi
Bn hng v
chm sc khch
XD quan h KH mi thng qua cc din n, hi tho, c s chuyn
hng
ngnh, tm KH mi cho chi nhnh

Qun l tn
dng v dch v

Qun l v tng ti a doanh thu t cc KH hin c

Phi XD quan h su sc v di hn vi KH trong kinh doanh, vi vai tr l

i tc cng tho lun hn l ngi cung cp dch v

Bo m ng cht lng ngun KH tng ti a t l ph duyt v

cc trng hp c chp nhn ngay.

Hn ch ti a n xu

Gim st cht lng cng vic ca CSO bo m x l h s v gii

p thc mc ng hn

T chc cc hi tho chuyn ngnh cho KH

CHN NGI PH HP M NHIM CC V TR CNG VIC

CSO

CSO thc hin mi

hot ng phi bn
hng v h tr cho RM

VAI TR
H tr ph duyt
khon cho vay mi

H tr quan h
khch hng hin c

Nhn KH t RM

Gi cc h s hon thin cho G chi nhnh ra quyt nh tn dng v

thng bo quyt nh cho KH
X l cc yu cu gii ngn

iu phi v hon thnh cc mu h s v tn dng; gii quyt bt c thc mc

no v h s v tn dng

Yu cu cc h s cn thit ng thi hn gia hn khon vay

Phi hp vi cp trn v cc yu cu theo di thm
Theo di v ph duyt cc hot ng hng ngy ca CSO

K NNG/ PHM CHT CN THIT

Hiu r quy trnh ph duyt tn dng

Hiu r cc sn phm v th tc h s

Thch lm vic theo quy trnh v hon thnh cng

vic
Nhit tnh/ cam kt
Thng minh, a nhn

khiu DV khch hng v thin hng phc v KH

KPI
Tn dng T l n xu (15%)
Quy trnh
Thi gian x l h s (35%)
T l b tr li (15%)
Cht lng DV
Kim ton ni b (5%)
Kho st kin khch hng (5%)
nh gi ca ng nghip (5%)
nh gi ca ngi qun l (20%)

CNG NHAU XY DNG H THNG CH

TIU
KPIs

GD TT

RM

CSO

S KH mi

25%

30%

D n KH

20%

30%

T l ph duyt

5%

5%

T l n xu

10%

10%

15%

T l h s b tr li

5%

15%

Thi gian x l h s

5%

5%

35%

Thi gian phc v KH

5%

40%

im kim ton ni b

5%

5%

10%

Mc hi lng KH VoC
nh gi ng nghip
360
nh gi ca ngui qun
l

5%

5%

5%

15%

5%

5%

5%

15%

10%

10%

20%

20%

100%

100%

100%

100%

Khch hng

Tn dng

Quy trnh

Cht lng

nh gi ca
ngui qun l

CNG NHAU XY DNG H THNG CH TIU

Khch hng

Tn dng

Quy trnh

Cht lng
nh gi ca
ngui qun l

Trng
CSO tm
GDV/KSV

KPIs

GD TT

RM

S KH mi hng thng

3/5/7

Tng d n KH cui nm
(t ng)

Tng
ca RMs
Tng
ca RMs

T l ph duyt

80%

80%

T l n xu

1%

1%

1%

T l h s b tr li

10%

10%

Thi gian x l h s
(ngy)
Thi gian phc v KH
(pht)
im kim ton ni b
(ti a 100)
Mc hi lng ca KH
(ti a 100)
nh gi ng nghip
360
(ti a
100)
nh
gi
ca ngi qun

10

10

80

80

80

90

90

90

90

90

90

90

90

144/240/33
6

TIN HNH O V NH GI TH
t ch tiu

nh gi hiu sut1
Ch tiu

Thc t

Mc t mc tiu
thnh phn
125%

T l ng gp
trn tng ch tiu
31.25%
=

T trng
25%

130%

20%

26%

40%

50%

5%

2.5%

1%

0.5%

150%

10%

15%

10%

5%

150%

5%

7.5%

80%

5%

4%

10

12

80%

5%

4%

Kim ton ni b

80%

100%

125%

5%

6.25%

Mc hi lng KH
(VoC)

90%

90%

100%

5%

5%

nh gi ng nghip 360

90%

90%

100%

5%

5%

100%

100%

10%

10%

S KH mi

312

390

Tng d n KH (t VND)

1560

2028

T l ph duyt

80%

T l n xu
T l h s b tr li
Thi gian x l h s (ngy)
Thi gian phc v KH giao
dch (pht)

nh gi ca qun l
Mc t ch tiu c nhn GIM C
1 Mc t ch tiu thnh phn c mc trn 200%

116.5%

TIN HNH O V NH GI TH
t ch tiu

nh gi hiu sut1
Ch tiu

S KH mi (3KH/thng)

36

Thc t
48

Mc t mc tiu
thnh phn
133%

Tng d n KH
(t ng/nm)

180

T l ph duyt

80%

T trng
x

30%

540

T l ng gp trn
tng ch tiu
=

40%

200%1

30%

60%

60%

75%

5%

3.75%

1%

1%

100%

10%

10%

100%

5%

5%

Mc hi lng KH

90%

80%

88%

5%

4.4%

nh gi ng
nghip 360

90%

80%

88%

5%

4.4%

50%

50%

10%

5%

T l n xu
Thi gian x l h s
(ngy)

nh gi ca qun l
Mc t ch tiu c nhn RM
1 Mc t ch tiu thnh phn c mc trn 200%

132.55%

TIN HNH O V NH GI TH
t ch tiu

nh gi hiu sut1
Ch tiu

Thc t

Mc t mc
tiu thnh phn

T trng

T l ng gp trn
tng ch tiu

1%

0.5%

150%

15%

22.5%

10%

5%

150%

15%

22.5%

100%

35%

35%

im kim ton ni
b

80%

40%

50%

5%

2.5%

Mc hi lng KH

90%

45%

50%

5%

2.5%

nh gi ng
nghip 360

90%

45%

50%

5%

2.5%

80%

80%

20%

16%

T l n xu

T l h s b tr li
Thi gian x l h s
(ngy)

nh gi ca qun l

Mc t ch tiu c nhn CSO

1 Mc t ch tiu thnh phn c mc trn 200%

103.5%

TIN HNH O V NH GI TH
t ch tiu

nh gi hiu sut1
Mc t mc
tiu thnh phn

Thc t

10

10

100%

40%

40%

im kim ton ni
b

80%

100%

125%

10%

12.5%

Mc hi lng KH

90%

90%

100%

15%

15%

nh gi ng
nghip 360

90%

90%

100%

15%

15%

70%

70%

14%

Thi gian phc v KH

giao dch (pht)

nh gi ca qun l

Mc t ch tiu c nhn GDV/KSV

1 Mc t ch tiu thnh phn c mc trn 200%

T trng

T l ng gp trn
tng ch tiu

Ch tiu

20%

96.5%

BSC V KPI QUN TR MC TIU KINH DOANH

Bi tp ln
1. Trnh by c cu t chc trong tng
lai ca Doanh nghip mt cch chi tit,
xut cc iu chnh (nu c) ph
hp vi giai on pht trin mi.
2. Xy dng bn m t cng vic ca 1
Trng b phn v t nht 2 v tr chc
danh khc trong b phn .
3. Xy dng cc ch s nh gi c bn
cho 3 v tr ny ph hp vi cc bn
m t cng vic

BSC V KPI QUN TR MC TIU KINH DOANH

Qun l hiu sut cng vic bng KPI

Hy ghi nh Tiu chun ca KPI:
Phn nh mc tiu doanh nghip
c lng ha theo mc tiu SMART

Lun tn ti ch s KPI chun v cha

chun, hy c cch nhn ng v chng
Khng ai c th xy dng KPIs tt cho
n v bng chnh nhng ngi ang
lm vic trong n v y

BSC V KPI QUN TR MC TIU KINH DOANH

K thut xy dng mc tiu v chuyn i

mc tiu sang ch tiu c th lng ha

Xy dng mc tiu v chuyn i mc tiu sang ch tiu

c th lng ha
Phn b mc tiu chung ca doanh nghip thnh mc
tiu hp l ca tng n v/phng ban chc nng (Vai tr
ca i ng qun l cp trung).
CNG NHAU
THC HIN

Chuyn i t mc tiu ca n v sang cc ch tiu o

lng chnh - lng ha c cho tng cn b, nhn
vin
t KPI cng bng cho mt v tr cng vic c th
xut cc ch tiu ngn hn/di hn, ch tiu nh
hng sm/ghi nhn tr.

BSC V KPI TRONG HOCH NH CHIN LC

Thc hnh xy dng KPI

KPI cho cc n v sn xut

KPI cho cc n v kinh doanh
KPI cho hot ng khai thc
KPI cho phng hnh chnh
KPI cho phng t chc nhn s
KPI cho phng cung ng, mua hng
KPI cho phng k ton- ti chnh
C phi tt c cc n v u xy dng c KPIs?

Tho lun
Bn v tnh kh thi v
nhng
tr ngi khi p
dng KPI cho cc Doanh
nghip Hi Phng

4
S DNG BSC & KPI NH GI
HIU QU CNG VIC, TR LNG,
THNG V TO NG LC

BSC V KPI NH GI HIU QU CNG VIC

Ai cng ni v lng 3P vy n l g?

POSITION

PERSON

PERFORMANCE

BSC V KPI NH GI HIU QU CNG VIC

Nhng vic cn trin khai ng b

Hon thin h thng bo co kim sot KPI tng hp.

Hon thin h thng nh gi thc hin KPI tng hp.
Xy dng T in nng lc o lng s ng gp ca
nhn vin.
Xy dng c ch lng 3P + thng da trn vic nh
gi KPI v nng lc ng gp ca nhn vin.
S dng KPI to ng lc lm vic.
S dng BSC & KPI xy dng h thng o to ni b.

BSC V KPI NH GI HIU QU CNG VIC

Bi tp ln

Th lin kt kt qu nh gi
KPIs gi nh vi h thng
lng v ch i ng ca
Doanh nghip.
Nu thy bt cp, hy xut
gii php.

4
hiu sut

BSC V KPI NH GI HIU QU CNG VIC

Quy trnh 8 bc trong qun l & nh gi

Bc 1: Chun b
Bc 2: T chc cuc hp nh gi hiu sut lm vic
Bc 3: Xc nh nhng thiu st trong hiu sut lm vic
Bc 4: Tm cn nguyn ca nhng thiu st trong hiu sut
lm vic
Bc 6: nh gi li cc mc tiu v hiu sut lm vic
Bc 7: Ghi chp li
Bc 8: Theo di v ci tin

BSC V KPI NH GI HIU QU CNG VIC

Xem li tnh tng th ca H thng chnh sch nhn s,

m bo c s chuyn dch m thm gia chnh sch
c v chnh sch mi, song vn to ra s khc bit r rt

BSC V KPI NH GI HIU QU CNG VIC

Thc hnh

Tm lc quy trnh 8
bc trong qun l v
nh gi hiu sut ti
Doanh nghip.

BSC V KPI NH GI HIU QU CNG VIC

Hiu bit v s thay i

1. TI SAO NN THAY I?
VI T CHC: gi th cn bng v pht trin
VI C NHN: To ra c hi lm phong ph con
ng s nghip v cuc sng
=> Hy n nhn s thay i

Mi vic u thay i, ch c s thay i

l khng bao gi thay i

BSC V KPI NH GI HIU QU CNG VIC

Hiu bit v s thay i

2. NGUYN NHN CA S THAY I

Nguyn nhn x hi : xu hng

tiu dng
Nguyn nhn kinh t : ton cu
ho, c phn ho doanh nghip
doanh nh nc
Nguyn nhn v cng ngh :
internet; mobile phone

BSC V KPI NH GI HIU QU CNG VIC

Hiu bit v s thay i

3. NHN BIT THAY I T U?

T bn trong: Thay i ln thng

xut pht t cp cao nht
T i th cnh tranh: Sn phm
mi; H gi bn sn phm
T mi trng xung quanh:Php l;
Cc nh u t, khch hng

BSC V KPI NH GI HIU QU CNG VIC

Hiu bit v s thay i

4. PHN LOI S THAY I

Thay i t t: ti
cu trc

Thay i tc th:
chnh sch an ton
lao ng, quy nh
qun tr bo mt
thng tin

BSC V KPI NH GI HIU QU CNG VIC

Hiu bit v s thay i

5. CHN LA THAY I

Tp trung vo mt vi quy trnh

tht s cn thit
u tin thay i nhng lnh vc chnh,
sau theo chnh sch vt du loang
Phi c mc tiu r rng

BSC V KPI NH GI HIU QU CNG VIC

Thit lp mc tiu c th

Quy trnh thay i nn c bt u vi nhng tuyn b

r rng v chi tit v cc mc tiu.
Cc mc tiu ny nn c trnh by trong bi cnh tnh
hnh thc t v lin quan vi mc ch chung ca cng ty.
=> Thng tin v giao tip ni b phi c m bo thng
sut mi ngi chc chn rng cc mc tiu ln ca cng
ty khng mu thun vi nhu cu ca nhn vin.

BSC V KPI NH GI HIU QU CNG VIC

Hoch nh v thc hin s thay i

Thay i l mt qu trnh khng phi mt s kin.
Thay i nn l mt gi chin lc sau:
Mc tiu chin lc r rng;
C s h tr t cp cao nht;
Tiu d n Qun tr s thay i;
Cn c thi gian;
H thng thng pht;
Lp k hoch v theo di k hoch st sao;
Thay i phi c tnh thc t;
S dng h thng hin c;
Hp tc gia cc b phn trong t chc;
M hnh mu (pilot);
Phi linh hot;
Xc nh cc thc o mc tiu r rng ;

BSC V KPI NH GI HIU QU CNG VIC

Hoch nh v thc hin s thay i

V sao cn c s h tr ca cp trn?
C ngun lc thc hin thay i
Gim st s thay i

Gp phn thc y nhanh s thay i

V sao cn c k nng qun l d n?

Do thay i thng ko di
Lin quan n nhiu b phn
V sao cn thi gian v k hoch cho s thay i?
Nhn vin c lin quan cn c hun luyn
Bo m t c mc tiu trong khung thi gian
c xc nh c th

BSC V KPI NH GI HIU QU CNG VIC

Hoch nh v thc hin s thay i

THAY I THNG I THEO 5 GIAI ON
Giai on chng i
Giai on t chi chp nhn/bo v
Giai on loi b nhng ci c
Giai on thch nghi vi thay i
Giai on thay th hon ton ci c

BSC V KPI NH GI HIU QU CNG VIC

Hoch nh v thc hin s thay i

THAY I THNG C 3 KHU PHN KHNG

Khng hi lng vi thc trng
Khng sn sng vi s thay i
Khng thoi mi khi buc phi thch nghi
=> THAY I LUN TO RA PHN KHNG

BSC V KPI NH GI HIU QU CNG VIC

Hoch nh v thc hin s thay i

MT S CNG C GII QUYT NHNG CHNG I

Thng tin 2 chiu, thng tin r rng, nht qun;
Xy dng in hnh;
Tip xc nm bt tm t nguyn vng ca
nhn vin;
Xy dng li lng t trng ca nhn vin;
Khuyn khch nhn vin tham gia, hun luyn;
S dng t vn bn ngoi;
Gii quyt s khc nhau v vn ho (nhng
thay i c tnh quc t).

BSC V KPI NH GI HIU QU CNG VIC

Hoch nh v thc hin s thay i

5 BC PHN NG SONG HNH CNG S THAY I

1. T chi khng th thy trc bt c s thay
i quan trng no c.
2. Gin d - vi ngi khc v nhng g m h
bt mnh phi lm.
3. K ko - thc hin nhng gii php nht nh,
gip mi ngi cm thy hnh phc.
4. Chn nn, nghi ng - liu c ng hay
khng? cn s ng vin, gip .
5. Chp nhn - thc t chng minh

BSC V KPI NH GI HIU QU CNG VIC

Hoch nh v thc hin s thay i

QU TRNH 8 BC DN DT S THAY I THNH CNG
1. To nn tnh cp bch
2. Thnh lp nhm dn ng
3. Xc nh tm nhn v chin lc
4. Truyn t tm nhn, gii thch s thay i
5. Trao quyn cho nhn vin hnh ng
6. To ra thng li ngn hn
7. Cng c li nhun v to thm cc thay i
8. To ra cc gi tr mi, gn vo vn ho cng
ty

BSC V KPI NH GI HIU QU CNG VIC

Nghin cu in hnh

1. Maritime Bank Mc Kinsey

WHY NOT?
2. Cng ty CP Qun tr Ngun nhn lc M-Talent
THAY I THNH CNG
3. VINGROUP
=> 12H HNH NG THAY I

TR CHI TP TH

91