Understanding CRM and Marketing: Enhancing Customer Relationships and Business Growth, High school final essays of Mathematics

Download Understanding CRM and Marketing: Enhancing Customer Relationships and Business Growth and more High school final essays Mathematics in PDF only on Docsity! Chuong 1: Téng quan vé CRM Definitions of Marketing ++ Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (AMA, 2013). e Offering: something that is produced for other people use, watch, enjoy, etc “+ Marketing as the process by which companies create value for customers and build strong customer relationships inorder to capture value from customers in return. (Kotler, 2012) e Company: a business organization that makes money by producing or selling goods or services. Mét sé khai niém vé Marketing “+ Marketing la cac hoat d6éng, mét tap hop cac don vi, va la cac qua trinh lin quan dén viéc sang tao, truyén théng, chuyén giao, trao déi nhirng thik ma duoc tao ra va cung cAp cd gia tri cho khach hang, déi tac va x4 hdi noi chung cla mét té chic. (Hiép hdi Marketing hoa ky, 2013). ++ Marketing la qua trinh cac céng ty tao ra gia tri cho khach hang va xay dung méi quan hé than thiét voi khach hang dé tir dé thu vé gid tri loi ich cho t6 chic kinh doanh do khach hang mang lai. (Kotler, 2012) M6 hinh nam bu6c cua qua trinh Marketing \ Create value for customers and Capture value from build customer relationships customers in return. Understand the Design a conten Build profitable Corer narapcears | a | cistern | waved prem sap | stents eet custome needs marketing ‘haloohen create customer Cee and wants strategy super value delight Ty Cac quan diém vé CRM 3 “ CRM la mét hé théng théng tin tich hop duoc str dung dé lap ké hoach, tién dé va kiém soat cac hoat déng trudc va sau ban hang trong mét t6 chic kinh doanh. CRM bao trum moi khia canh cla giao dich voi cac trién vong va khach hang bao gdm trung tam cudc goi, lwc lung ban hang, tiép thi, hé tro ky thuat va dich vy tai hién trvong. Muc tiéu chinh cla CRM Ia cai thién su tang trudng va loi nhuan dai han thong qua sw hiéu biét t6t hon vé hanh vi cua khach hang. (Ghavami & Olyaei 2006) © Theo quan diém nay thi CRM co muc tiéu chinh la tang truéng va tao loi nhuan trong dai han. CRM cung cap théng tin phan héi hiéu qua hon va tich hop viée cai thigén nham danh gia tét hon loi tire dau tu (ROI). Cac quan diém vé CRM 4 “ CRM [a mét chién lvoe kinh doanh nham téi da hoa loi nhuan, doanh thu va sw hai long ctia khach hang bang cach té chr cac phan khuc khach hang, thc day hanh vi lam hai long khach hang va thuc hién cac quy trinh lay khach hang lam trung tam. (Gartner Group 2006) e CRM [a mét chién luc kinh doanh cia doanh nghiép. Day la quan diém cua Gartner, 6éng cho rang CRM la nham tdi wu loi nhuan, doanh thu va su hai long cia khach hang. Voi quan diém nay, CRM Ia mét chién luge nham tang kha nang canh tranh clia doanh nghiép trén thi trvong. Ba khung nhin co’ ban vé CRM Cac khung nhin Dac tinh néi bat (Operational) CRM CRM chién luo la mét chién lvoe kinh doanh dua trén Chién luge nén tang trong tam khach hang nhdém muc dich thang loi (Strategic) va gitr nhirng khach hang dem lai loi nhuan. CRM diéu hanh tap trung vao viéc tu d6éng hoa cac quy Diéu hanh trinh hong toi khach hang nhu viéc ban hang, hoat d6éng tiép thi va dich vu khach hang. CRM phan tich la qua trinh ma théng qua né, cac to chure Phan tich chuyén déi dé liéu lién quan dén khach hang vao khung (Analytical) hinh hanh déng cho cac muc dich dinh hung chién luge hoac chién thuat cho doanh nghiép CRM chién Iworc * Khai niém ké hoach hanh déng mtéc cao nhat gan két con ngudi, quy trinh va céng nghé dé dat duoc cdc muc tiéu lién quan toi khach hang Van hoda doanh nghiép lay khach hang lam trung tam Thu hit va duy tri khach hang: tao ra va cung cap gia tri t6t hon cho khach hang so voi déi tht canh tranh Phan anh: hanh vi lanh dao, thiét ké cdc hé théng va huyén thoai/ cau chuyén dugc tao ra ndi tai cong ty Tang cudng tét nhat gia tri khach hang, hé théng khen thuéng thuic day hanh vi nhan vién Doanh nghiép dinh hwéng san pham (Product-oriented) Cac doanh nghiép dinh huong san pham tin rang khach hang chon nhivng san pham va dich vu cé chat luong, hiéu suat str dung, thiét ké hoac tinh nang tét nhat. “+ Cong ty khdi nghiép (start-up) la dinh huong san pham * Thiéu vang tiéng ndi khach hang quyét dinh tiép thi, ban hang, dich vu quan trong. It/khéng trién khai nghién clu khach hang “+ Truong hop Apple, iPad “ Khoang 2,5% thi truong tiém nang Doanh nghiép dinh hwéng san xuat (Production-oriented) Cac doanh nghiép dinh huong san xuat tin rang khach hang chon san pham co gia thap. “+ Cung cap cho khach hang cac gia tri tét nhat vé tién bac, thoi gian valhoac céng strc “> Gitr chi phi van hanh thap, phat trién cung cap tiéu chuan va tao Idi dan vao thi truong ’ Phuc vu cac khach hang muén san pham va dich vu “dui tét”, gid ré “ Khéng tin rang khach hang co nhu cau hoac mong muén dac biét “Loi nhuan cao: kinh doanh chi phi thap nhat, vi dy nhu Wal-Mart CRM hoat d6éng = Tu d6éng hoa quy trinh kinh doanh voi khach hang = Phan mém CRM, Tu d6ng hoa ban hang & dich vu = Xem bang Tu déng hoa Marketing Phan khuc thi trong Quan ly cac chién dich ban hang Tiép thi tai mét thei diém cu thé Tu déng héa luc luong ban hang Quan ly tai khoan khach hang Quan ly cac tiém nang (Leads) Quan ly cac co’ héi kinh doanh Quan ly quy trinh ban hang Quan ly cac théng tin lién lac khach hang Tw déng héa dich vu Quan ly cac tinh huéng hay phat sinh (incident or issue) Quan ly cac giao tiép két ndi 6 Quan ly cac lich trinh dinh tuyén Quan ly cac cp d6 ctia dich vu Tw déng hoa Marketing “+ Ndi dung © Quan ly chién dich (Campaign management): nhan vién tiép thi dung dir ligu khach hang phat tri va cung cap (offer) huoéng muc tigu. Phan khuc khach hang hay thue hién-danh gia truyén thong khach hang ca nhan cho muc dich chién dich, Thiét ké truyén théng d6éc dao © Méi trong da kénh (multi-channel), quan ly chién dich dac biét kho khan. Nha ban [é thdi trang: nhiéu kénh ctra hang déc lap (free- standing), clra hang nhuong b6 (department store concessions), trang web ban lé dién ttr, danh muc mua sam tai gia (home shopping catalogue), ban buén danh muc (catalogue stores) va mét kénh ban hang truyén hinh. Dua trén/dugc kich hoat bang su kién (event-based /trigger): phat trién truyén théng diép va cung cap toi khach hang tai cac thoi diém dac biét. e Thoi gian thuc Tw d6éng hoa luc lworng ban hang *% Gidi thiéu e Sales force automation (SFA): ap dung céng nghé dé quan ly hoat d6ng ban hang cua céng ty; ban dau cia CRM diéu hanh “+ Ndi dung Phan mém SFA: céng ty gan dan dat ty déng & theo ddi co héi tién trién théng qua cac luéng ban hang cho toi khi két thuc. e Quan ly co hdi (Opportunity management) cho phép xac dinh ngudi dung va tang tién co hdi ban tang © quan ly dan dat: nguoi diing nudi duéng cac d&n dat va giao chuing toi cac nhan vién ban hang thich hop. Cac trng dung du bao ban hang thuong su dung cac lich str giao dich va cac u@c tinh nhan vién ban hang dé tao ra uéc tinh vé ban hang trong tuong lai. Cac ung dung cau hinh san pham (Product configuration) gitip | nhan vién ban hang, hoac chinh khach hang, tu d6ng tuy chinh thiét ké va bao gia san pham, dich vu hay giai phap. Tinh huéng 2 Vi du 3.2. Tre déng luc luong ban hang tai Roche (Buttle15] Roche 14 mét té chite chim séc site khée dua trén cdc nghién ctu hang dau thé gidi, tich cyc trong viéc phat hién, phat trién va san xuat duoc pham va hé thong chan doan. Té chite c6 truyén théng 14 dinh hudng san pham va kha kém trong linh vue quan lf khach hang. Khach hang cla hang Roche 1a cac hoc vién y té gan cac san pham tdi bénh nhan. Théng tin khach hang true day dugc thu thap qua nhiéu nguén Joai tri 14n nhau, trai pham vi tit ving thim cd nhan tdi thu viét tay va khéng due tich hgp vao mét CSDL, cho khung nhin khong toan dién vé khach hang. Roche xac dinh sy cn thiét phai ap dung mét cach tiép can lay khach hang 1am trung tam hon dé hiéu 16 hon vé khach hang, cai thién dich vu cung cap cho khach hang nhiim ting hiéu qua ban hang. Roche thy hién mot hé théng ty déng héa Iyc lrong ban hang, trong do moi dit ligu va twong tac vi khach hang duoc luv trong mét CSDL trung tim duoc truy cap trén toan bé t6 chitc. Diéu nay cho phép Roche tao hé so khach hang, phan khuc khach hang va truyén thong khach hang hién tai va tiem nang. Roche thanh céng hon trong viéc x4c dinh, gianh va duy tri khach hang. Tw déng hoa dich vu + Gidi thiéu e Service automation: ap dung céng nghé thao tac dich vu khach hang Giup céng ty quan ly thao tac dich vy bat ky kénh: trung tam cuéc goi, trung tam lién lac, dich vu Iinh vuc, Web hoac true dién dat hiéu suat, tin cay va hiéu qua mtrc dé cao e Phan mém ty d6éng hoa dich vu cho phép nam bat duoc truy€n théng ndi bé va bén ngoai trén moi kénh. e Tuy thudc dang ké san pham/dich vu dug cung cap Tw d6ng héa dich vu 1 - San pham tiéu ding # Diém lién lac dau tién: clra hang ban lé/ trung tam cuéc goi “ Sly dung céng cu hdi thoai true tuyén: xac dinh+giai quyét van dé “+ Céng nghé nhu Interactive Voice Response (IVR) “> Cong ty tim hiéu nham dap tng khiéu nai cla khach hang trong phuong tién xa hdi nhu Facebook va Twitter twong tac thoi gian thuc. ++ Nhitng nguwoi tham gia khac trong cudc dam thoai, vi du ngudi dung Twitter khac, cling gop phan vao viéc giai quyét cdc van dé “ Dich vu khach hang ngu6n céng déng (crowd-sourced customer service) Vai tro cua CRM phan tich ¢ Vai tro CRM phan tich @ CRM diéu hanh: khéng co théng tin phan tich khach hang © CRM phan tich mét phan thiét yéu cia nhiéu trién khai CRM ¢ CRM phan tich hé tro ra quyét dinh: khach hang cung cap, wu tién khach hang, dinh hung né luc ban hang Tiép can ban hang nén khac biét gira cac nhom khach hang e Khach hang gia tri cao: cung cap ban hang true tiép; khach hang gia tri thap: qua dién thoai CRM phan tich nhin tr hai phia e Khach hang: CRM phan tich cung cap cac giai phap kip thdi, tuy chinh tdi cac van dé cla khach hang. nang cao su hai long cula khach hang © Céng ty: cung cap trién vong vé cdc chuong trinh ban chéo va ban tang cuong manh hon va cac chuong trinh duy tri knach hang va thu hut khach hang hiéu qua hon Cac khu vuc phi ho’p voi CRM xa héi * Gioi thiéu e CRM xa hdi moi ndi gan day, dac biét khéi céng nghé e Dang CRM co ban ? Khong tim thay & ba dang co ban “+ Ndi dung e Khai pha di ligu mang x4 hdi cho muc dich quan ly khach hang e Tuong tac gia cac ca nhan trong mang xa hdi tao lwong dé liéu khong lo , thuong khdéng cd cau truc, doanh nghiép hién thoi co thu thap, giai thich va str dung cac dir liéu do dé tao ra va duy tri cac quan hé khach hang co loi ich lau dai. Cac khu vuc phi ho’p voi CRM xa héi “> Ndi dung @ CSDL khach hang cla CRM truyén théng: can khai pha dtr liéu e D@ liéu khach hang cé tte cac hoat d6ng Facebook/Twitter cua khach hang va ndi dung do nguoi ding tao ra duoc dua lén YouTube. © Mong muén cla céng ty: Tich hop der ligu “sd htu riéng” voi dy liéu duoc xa hdi tao cung cap khung nhin toan dién hon vé khach hang. e Phuong tién xa hdi: ngudn hé tro va nang cao CRM phan tich. Khi khach hang dung phuong tién xa hoi dé mua hang, phuorng tién x4 hdi tro thanh mot thanh phan clla CRM diéu hanh. Dich vu khach hang ngu6n dam déng (crowd-sourced). Mtrc CRM chién luac: rat hiém Nhirng hiéu lam vé CRM “1: CRM chila CSDL tiép thi © CSDL tiép thi: xay dung va khai pha dor ligu khach hang chat lueng cao —lam can ctr cho cac muc dich tiép thi CRM réng hon rat nhiéu so voi CSDL tiép thi. CSDL tiép thi 6 rat nhiéu ndi dung cua CRM phan tich, trong CRM chién luoc va CRM diéu hanh la rat it va khéng ré rang 2: CRM [a mét qua trinh tiép thi e Ung dung phan mém CRM: nhiéu hoat déng tiép thi nhu: phan khuc thi trwong, thu hut khach hang, duy tri khach hang va phat trién khach hang (ban chéo/ban tang cudng/ban sau) Phan mém CRM hi tro st mang ctia céng ty theo dinh hung KH: dir ligu khach hang chia sé toan céng ty<>phong ban tiép thi. e Tich hop ndi b6 va mo réng chia sé gitra cac doanh nghiép voi cac nha cung cap va cac déi tac bén ngoai Nhieng hiéu lam vé CRM “ 3: CRM la mét van dé CNTT e Hiéu lam nay la nghiém trong nhat © Céng nghé CRM giup gitr da thang tién, co thé t6n kém. Quan ly cap cao tim thay cac chtre nang CNTT cho dan dat CRM. “4: CRM la chuong trinh long trung thanh . Khach hang tich lay diém tin dung duoc str dung vao mét thoi diém. Yéu cau mét don dang ky voi cac théng tin nhan khau hoc. © Mét sé thc thi CRM co lién két voi chuong trinh long trung thanh e@ CRM bao goi “5: CRM duoc thuc hién & moi céng ty © CRM chién luge co thé & moi cong ty. e Hiém hon CRM diéu hanh. e Hiém hon niva/khéng co CRM phan tich Dinh nghia CRM moi “ CRM [a chién luc kinh doanh cét Idi tich hop cac quy trinh, chtrc nang ndi bé va cac mang bén ngoai bén ngoai dé tao ra va cung cap gia tri cho khach hang muc tiéu loi nhuan. No dwa trén nén tang dé liéu cé chat lueng cao lién quan dén khach hang va dugc kich hoat boi cong nghé théng tin (Buttle 2012). #¢ Phan tich dinh nghia © CRM [a mét "chién Iu kinh doanh cét Idi* nham “tao va cung cap gia tri cho khach hang muc tiéu loi nhuan”: CRM kh6ng chi la céng nghé thong tin. e CRM ‘tich hop quy trinh ndi bé va chire nang”: cho phép b6 phan trong doanh nghiép dé giai tan cac burc twong silo cho riéng ho. M6 hinh IDIC cua CRM (Don Peppers va Martha Rogers) “ Bén hanh dong bao gém xac dinh (Identify), phan biét (Differntiate), twong tac (Interact) va tly chinh (Customize) dé hiéu sau sac khach hang (customer insight) va dan d&t khach hang trai nghiém (customer experience) xy dung duo'c mét quan hé twa mét-mét voi khach hang Xac dinh khach hang Ia ai va xay dung dug hiéu biét sau sac ho. . Phan biét tap khach hang nham xac dinh khach hang gia tri nhat, can cung cap toi ai © Tuong tac voi khach hang dé dam bao rang hiéu dung ky vong cua khach hang, quan hé cua ho voi céng ty va cac nha cung cap khac Tuy chinh cung cap, truyén thong dam bao mong muén khach hang dug dap ung M6 hinh IDIC cua CRM (Don Peppers va Martha Rogers) * Ca biét hda theo tleng don vi khach hang “+ Céng ty can cung cap san pham va truyén théng cho khach hang theo cach ho mong muén. Dé tao dung sw gan két voi khach hang trong méi quan hé voi minh, c6ng ty can xem xét nhitng hanh vi cu thé ctia khach hang dwa trén gia tri va nhu cau ca nhan. M6 hinh IDIC cua CRM (Don Peppers va Martha Rogers) Phan tich Chuéi gia tri CRM “» N&m giai doan co ban két hop voi 4 diéu kién hé tro dan dén loi nhuan khach hang nang cao «+ Nam giai doan: Phan tich danh muc khach hang, giao lwu khach hang, phat trién mang Iwoi, phat trién phat biéu gia tri va quan ly vong déi khach hang dam bao véi sy hé tro cla mang nha cung cap, déi tac va nhan vién, tao ra va cung cap cac ménh dé gia tri thu hut va duy tri knach hang loi nhuan. “> Bén diéu kién hé tro hang dau la hé tro cla lanh dao va van hoa, di liéu va CNTT, con ngudi va quy trinh cho phép cac chién luoc CRM dé hoat déng hiéu suat va hiéu qua. Chudi gid triCRM Phan sy . st tid Cie fch | giao | Prattién | PIRI | oun giai doan hoso | uu manglyoi | mean dg) | Vong di co bin khach | khach | (SCOPE) | Os knach hang hang hang . Su lanh dao va van hoa Cac Oi ligu va CNTT: digu kién ho tro Cae quy trinh M6 hinh nam qua trinh CRM cua Payne Gioi thiéu + M6 hinh nam qua trinh do Adrian Payne va Pennie Frow phat trién. Nam qua trinh cét |di CRM: Phat trién chién luge, Khoi tao gia tri, Tich hop da kénh, Danh gia hiéu nang e Quan ly théng tin. * Hai qua trinh dau tién dai dién cho CRM chién luoc “+ Qua trinh tich hop da kénh thé hién CRM diéu hanh * Qua trinh quan ly théng tin la CRM phan tich