{"id":14999,"date":"2018-07-04T02:21:33","date_gmt":"2018-07-04T02:21:33","guid":{"rendered":"http:\/\/miraway-cetm.com\/?p=1795"},"modified":"2018-07-04T02:21:33","modified_gmt":"2018-07-04T02:21:33","slug":"trai-nghiem-khach-hang-chien-luoc-moi-cho-cac-doanh-nghiep","status":"publish","type":"post","link":"https:\/\/miraway.vn\/blog\/trai-nghiem-khach-hang-chien-luoc-moi-cho-cac-doanh-nghiep\/","title":{"rendered":"Tr\u1ea3i Nghi\u1ec7m Kh\u00e1ch H\u00e0ng – Chi\u1ebfn L\u01b0\u1ee3c M\u1edbi Cho C\u00e1c Doanh Nghi\u1ec7p"},"content":{"rendered":"

Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/a> \u0111ang tr\u1edf th\u00e0nh chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c nhi\u1ec1u nh\u00e0 \u0111i\u1ec1u h\u00e0nh v\u00e0 c\u00e1c chuy\u00ean gia marketing ch\u1ecdn l\u1ef1a. V\u1eady vi\u1ec7c mang l\u1ea1i c\u00e1c tr\u1ea3i nghi\u1ec7m t\u1ed1t \u0111\u00f3ng vai tr\u00f2 nh\u01b0 th\u1ebf n\u00e0o trong vi\u1ec7c thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng?<\/p>\n

Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ea1i ng\u00e2n h\u00e0ng.<\/strong><\/span><\/h2>\n

Havard Business Review \u0111\u00e3 c\u00f3 s\u1ef1 m\u00f4 t\u1ea3 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng qua b\u00e0i vi\u1ebft “S\u1ef1 th\u1eadt v\u1ec1 tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng” v\u00e0 r\u00fat ra k\u1ebft lu\u1eadn: “Vi\u1ec7c qu\u1ea3n l\u00fd m\u1ed9t c\u00e1ch kh\u00e9o l\u00e9o to\u00e0n b\u1ed9 c\u00e1c tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd gi\u00fap cho doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng th\u00e0nh c\u00f4ng l\u1edbn: s\u1ef1 t\u0103ng tr\u01b0\u1edfng v\u1ec1 doanh thu, m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean v\u00e0 s\u1ef1 h\u1ea1n ch\u1ebf c\u00e1c b\u1ea5t \u1ed5n c\u1ee7a doanh nghi\u1ec7p”.<\/p>\n

V\u1eady v\u1edbi ng\u00e2n h\u00e0ng, ng\u00e0nh ngh\u1ec1 ho\u00e0n to\u00e0n mang t\u00ednh ch\u1ea5t d\u1ecbch v\u1ee5 th\u00ec c\u00f3 c\u1ea7n gia t\u0103ng s\u1ef1 tr\u1ea3i nghi\u1ec7m cho kh\u00e1ch h\u00e0ng? Chia s\u1ebb v\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y, \u00f4ng Hu\u1ef3nh B\u1eedu Quang, T\u1ed5ng gi\u00e1m \u0111\u1ed1c c\u1ee7a Maritime Bank cho bi\u1ebft: “T\u00f4i bi\u1ebft r\u1eb1ng n\u1ebfu ch\u1ec9 d\u1ef1a v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m th\u00ec l\u00e0 kh\u00f3 \u0111\u1ec3 t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa ng\u00e2n h\u00e0ng n\u00e0y v\u1edbi ng\u00e2n h\u00e0ng kia. Ch\u01b0a k\u1ec3, t\u1ed1c \u0111\u1ed9 “copy” s\u1ea3n ph\u1ea9m tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u0169ng r\u1ea5t nhanh. Do \u0111\u00f3, vi\u1ec7c ch\u00fa tr\u1ecdng “mang \u0111\u1ebfn nh\u1eefng tr\u1ea3i nghi\u1ec7m t\u1ed1t nh\u1ea5t cho kh\u00e1ch h\u00e0ng” ch\u00ednh l\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c Maritime Bank ch\u1ecdn l\u1ef1a \u0111\u1ec3 ph\u00e1t tri\u1ec3n v\u00e0 t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t ri\u00eang.<\/p>\n

B\u1eb1ng c\u00e1ch cung c\u1ea5p c\u00e1c d\u1ecbch v\u1ee5, s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng, th\u00e1i \u0111\u1ed9 ph\u1ee5c v\u1ee5 chu \u0111\u00e1o t\u1eadn t\u00e2m, quy tr\u00ecnh chu\u1ea9n x\u00e1c, nhanh g\u1ecdn, gi\u00fap kh\u00e1ch h\u00e0ng c\u00f3 tr\u1ea3i nghi\u1ec7m t\u1ed1t th\u00ec s\u1ebd t\u1ea1o s\u1ef1 y\u00eau th\u00edch cho kh\u00e1ch h\u00e0ng. T\u1eeb \u0111\u00f3, h\u1ecd s\u1ebd g\u1eafn b\u00f3 v\u1edbi Ng\u00e2n h\u00e0ng h\u01a1n v\u00e0 gi\u1edbi thi\u1ec7u cho ng\u01b0\u1eddi th\u00e2n, b\u1ea1n b\u00e8 c\u1ee7a m\u00ecnh”.<\/p>\n

Th\u1ef1c t\u1ebf cho th\u1ea5y, nh\u1eefng ng\u00e2n h\u00e0ng t\u0103ng tr\u01b0\u1edfng t\u1ed1t t\u1ea1i Vi\u1ec7t Nam hi\u1ec7n nay \u0111\u1ec1u l\u00e0 c\u00e1c ng\u00e2n h\u00e0ng “ch\u1ecbu” \u0111\u1ea7u t\u01b0 cho m\u1ea3ng b\u00e1n l\u1ebb, h\u01b0\u1edbng \u0111\u1ebfn c\u00e1 nh\u00e2n h\u00f3a d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng v\u1edbi nhi\u1ec1u s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 v\u00e0 \u01b0u \u0111\u00e3i ri\u00eang bi\u1ec7t cho t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u1ec3 gia t\u0103ng tr\u1ea3i nghi\u1ec7m cho kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 gi\u00fap “l\u00f4i k\u00e9o” kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n.<\/p>\n

T\u1eeb n\u0103m 2013 \u0111\u1ebfn nay, h\u1ec7 th\u1ed1ng ng\u00e2n h\u00e0ng Vi\u1ec7t Nam c\u00f3 nhi\u1ec1u c\u1ea3i t\u1ed5, b\u1ed9 m\u1eb7t ng\u00e2n h\u00e0ng c\u00f3 nhi\u1ec1u \u0111\u1ed5i thay, \u0111\u1eb7c bi\u1ec7t v\u1edbi c\u00e1c ng\u00e2n h\u00e0ng th\u01b0\u01a1ng m\u1ea1i c\u1ed5 ph\u1ea7n. Nhi\u1ec1u cu\u1ed9c mua b\u00e1n, s\u00e1p nh\u1eadp \u0111\u00e3 di\u1ec5n ra d\u1eabn \u0111\u1ebfn thay \u0111\u1ed5i m\u1ea1nh v\u1ec1 v\u1ecb tr\u00ed c\u00e1c ng\u00e2n h\u00e0ng. T\u1eeb 42, \u0111\u1ebfn nay, s\u1ed1 l\u01b0\u1ee3ng ng\u00e2n h\u00e0ng th\u01b0\u01a1ng m\u1ea1i ch\u1ec9 c\u00f2n 34 v\u00e0 con s\u1ed1 n\u00e0y c\u00f2n c\u00f3 th\u1ec3 s\u1ebd ti\u1ebfp t\u1ee5c gi\u1ea3m. Ch\u00ednh nh\u1eefng \u0111i\u1ec1u n\u00e0y khi\u1ebfn c\u00e1c ng\u00e2n h\u00e0ng bu\u1ed9c ph\u1ea3i x\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c ti\u00eau, chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n \u0111\u1ec3 t\u1ed3n t\u1ea1i.<\/p>\n

“N\u00ean \u0111\u1eb7t v\u1ea5n \u0111\u1ec1 con ng\u01b0\u1eddi l\u00e0m tr\u1ecdng t\u00e2m”.<\/strong><\/span><\/h2>\n

C\u00e1c chuy\u00ean gia c\u1ee7a H\u1ecdc vi\u1ec7n Saga nh\u00ecn nh\u1eadn: “C\u00e1c ng\u00e2n h\u00e0ng c\u1ea7n ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c b\u1ee9c tranh to\u00e0n c\u1ea3nh v\u1ec1 kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh b\u1eb1ng c\u00e1ch thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u1ec1 kh\u1ea3 n\u0103ng sinh l\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng, nh\u1eefng \u0111i\u1ec3m ti\u1ebfp x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi doanh nghi\u1ec7p v\u00e0 b\u00e1m s\u00e1t nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. Nh\u1eefng ng\u00e2n h\u00e0ng th\u1ef1c s\u1ef1 th\u1ea5u hi\u1ec3u m\u1ecdi kh\u00eda c\u1ea1nh v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u \u0111\u00f3 \u0111\u1ec3 \u0111\u1ea7u t\u01b0 m\u1ed9t c\u00e1ch th\u00f4ng minh b\u1eb1ng nh\u1eefng gi\u1ea3i ph\u00e1p th\u00edch h\u1ee3p th\u00ec s\u1ebd v\u01b0\u1ee3t qua \u0111\u01b0\u1ee3c nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh”.<\/p>\n

\u00d4ng Hu\u1ef3nh B\u1eedu Quang, T\u1ed5ng gi\u00e1m \u0111\u1ed1c Maritime Bank, n\u00eau quan \u0111i\u1ec3m: “Ng\u00e2n h\u00e0ng mu\u1ed1n t\u1ed3n t\u1ea1i th\u00ec n\u00ean \u0111\u1eb7t v\u1ea5n \u0111\u1ec1 con ng\u01b0\u1eddi l\u00e0m tr\u1ecdng t\u00e2m. Con ng\u01b0\u1eddi \u1edf \u0111\u00e2y bao g\u1ed3m c\u1ea3 kh\u00e1ch h\u00e0ng l\u1eabn nh\u00e2n vi\u00ean ng\u00e2n h\u00e0ng”.<\/p>\n

“Kh\u00e1ch h\u00e0ng khi \u0111\u1ebfn giao d\u1ecbch t\u1ea1i ng\u00e2n h\u00e0ng, ngo\u00e0i mong mu\u1ed1n quy tr\u00ecnh \u0111\u01a1n gi\u1ea3n, th\u1ee7 t\u1ee5c nhanh g\u1ecdn, ch\u00ednh x\u00e1c th\u00ec h\u1ecd c\u00f2n c\u1ea7n s\u1ef1 \u1ea5m \u00e1p, th\u00e1i \u0111\u1ed9 ph\u1ee5c v\u1ee5 chu \u0111\u00e1o, t\u1eadn t\u00ecnh c\u1ee7a nh\u00e2n vi\u00ean ng\u00e2n h\u00e0ng. \u0110\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u n\u00e0y th\u00ec ng\u00e2n h\u00e0ng ph\u1ea3i l\u00e0m \u0111\u01b0\u1ee3c c\u1ea3 hai th\u1ee9: \u0111\u00e0o t\u1ea1o con ng\u01b0\u1eddi th\u1eadt t\u1ed1t v\u00e0 \u0111\u1ea7u t\u01b0 m\u00e1y m\u00f3c c\u00f4ng ngh\u1ec7 hi\u1ec7n \u0111\u1ea1i. S\u1ef1 k\u1ebft h\u1ee3p, c\u1ed9ng h\u01b0\u1edfng n\u00e0y s\u1ebd mang \u0111\u1ebfn s\u1ef1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t”, \u00f4ng cho bi\u1ebft th\u00eam.<\/p>\n

L\u00e0 m\u1ed9t trong nh\u1eefng ng\u00e2n h\u00e0ng ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0m l\u1ee3i th\u1ebf c\u1ea1nh tranh, \u0111\u1ebfn nay Maritime Bank c\u0169ng b\u01b0\u1edbc \u0111\u1ea7u thu \u0111\u01b0\u1ee3c nh\u1eefng k\u1ebft qu\u1ea3 \u0111\u1ea7u ti\u00ean. S\u1ed1 kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n trong n\u0103m 2017 \u0111\u00e3 t\u0103ng l\u00ean h\u01a1n 1,5 tri\u1ec7u, s\u1ed1 doanh nghi\u1ec7p hi\u1ec7n c\u00f3 l\u00e0 h\u01a1n 38.000. Nh\u00ecn chung, m\u1ed7i n\u0103m t\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng t\u0103ng h\u01a1n 10%.<\/p>\n

T\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng quay tr\u1edf l\u1ea1i s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 c\u1ee7a Maritime Bank c\u0169ng t\u0103ng cao, ri\u00eang kh\u00e1ch h\u00e0ng doanh nghi\u1ec7p \u0111\u1ea1t 650% trong n\u0103m 2017.<\/p>\n

R\u00f5 r\u00e0ng nh\u1eefng doanh nghi\u1ec7p quan t\u00e2m \u0111\u1ebfn vi\u1ec7c gia t\u0103ng nh\u1eefng tr\u1ea3i nghi\u1ec7m d\u00e0nh cho kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 v\u00e0 s\u1ea3n ph\u1ea9m, \u0111\u1ea7u t\u01b0 c\u00f4ng ngh\u1ec7 hay n\u00e2ng cao th\u00e1i \u0111\u1ed9 nh\u00e2n vi\u00ean ph\u1ee5c v\u1ee5 ho\u1eb7c k\u1ebft h\u1ee3p c\u1ea3 hai th\u00ec \u0111\u1ec1u c\u00f3 l\u1ee3i th\u1ebf v\u00e0 c\u01a1 h\u1ed9i th\u00e0nh c\u00f4ng trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng c\u1ea1nh tranh gay g\u1eaft.<\/p>\n

Tuy nhi\u00ean, d\u00f9 ch\u1ecdn ph\u01b0\u01a1ng ph\u00e1p n\u00e0o th\u00ec y\u1ebfu t\u1ed1 “kh\u00e1ch h\u00e0ng” v\u1eabn l\u00e0 trung t\u00e2m c\u1ee7a m\u1ecdi thay \u0111\u1ed5i \u0111\u1ec3 mang \u0111\u1ebfn th\u00e0nh c\u00f4ng cho doanh nghi\u1ec7p.<\/p>\n

Xem th\u00eam b\u00e0i vi\u1ebft: Tp Bank Ecounter – T\u1ef1 \u0111\u1ed9ng nh\u1eadn di\u1ec7n v\u00e0 x\u1ebfp ch\u1ed7 kh\u00e1ch h\u00e0ng giao d\u1ecbch t\u1ea1i qu\u1ea7y<\/a><\/p>\n

h\u1ec7 th\u1ed1ng x\u1ebfp h\u00e0ng t\u1ef1 \u0111\u1ed9ng<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111ang tr\u1edf th\u00e0nh chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c nhi\u1ec1u nh\u00e0 \u0111i\u1ec1u h\u00e0nh v\u00e0 c\u00e1c chuy\u00ean gia marketing ch\u1ecdn l\u1ef1a. V\u1eady vi\u1ec7c mang l\u1ea1i c\u00e1c tr\u1ea3i nghi\u1ec7m t\u1ed1t \u0111\u00f3ng vai tr\u00f2 nh\u01b0 th\u1ebf n\u00e0o trong vi\u1ec7c thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng? Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ea1i ng\u00e2n h\u00e0ng. Havard Business Review \u0111\u00e3 […]\n","protected":false},"author":1,"featured_media":1796,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_lock_modified_date":false,"footnotes":""},"categories":[11],"tags":[182,232],"class_list":["post-14999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trai-nghiem-khach-hang","tag-cetm","tag-trai-nghiem-khach-hang"],"featured_image_url":"https:\/\/miraway.vn\/blog\/wp-content\/uploads\/2018\/07\/trai-nghiem-giao-dich-khach-hang-1-1.jpg","_links":{"self":[{"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/posts\/14999"}],"collection":[{"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/comments?post=14999"}],"version-history":[{"count":0,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/posts\/14999\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/media\/1796"}],"wp:attachment":[{"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/media?parent=14999"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/categories?post=14999"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/tags?post=14999"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}