{"id":3107,"date":"2019-03-08T02:15:44","date_gmt":"2019-03-08T02:15:44","guid":{"rendered":"https:\/\/miraway-cetm.com\/?p=3107"},"modified":"2019-03-08T02:15:44","modified_gmt":"2019-03-08T02:15:44","slug":"ca-nhan-hoa-trai-nghiem-khach-hang-kho-hay-de","status":"publish","type":"post","link":"https:\/\/miraway.vn\/blog\/ca-nhan-hoa-trai-nghiem-khach-hang-kho-hay-de\/","title":{"rendered":"C\u00e1 Nh\u00e2n H\u00f3a Tr\u1ea3i Nghi\u1ec7m Kh\u00e1ch H\u00e0ng – Kh\u00f3 Hay D\u1ec5?"},"content":{"rendered":"

Ng\u00e0y nay, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c l\u00e0m h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng. H\u01a1n th\u1ebf n\u1eefa, h\u1ecd c\u1ea7n khi\u1ebfn kh\u00e1ch h\u00e0ng trung th\u00e0nh h\u01a1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. C\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3 l\u00e0 mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m ri\u00eang bi\u1ec7t d\u00e0nh cho kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, kh\u00e1i ni\u1ec7m \u201cC\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m\u201d v\u1edbi nhi\u1ec1u doanh nghi\u1ec7p th\u1ef1c s\u1ef1 c\u00f2n r\u1ea5t m\u1edbi m\u1ebb. V\u1eady \u201cC\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m\u201d kh\u00f3 hay d\u1ec5?<\/span><\/p>\n

C\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/b><\/span><\/h2>\n

Th\u1ef1c ra, c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/a> kh\u00f4ng n\u1eb1m ngo\u00e0i vi\u1ec7c n\u00e2ng cao tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng n\u00f3i chung. Thay v\u00e0o vi\u1ec7c l\u00e0m h\u00e0i l\u00f2ng nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0o \u0111\u00f3, \u201cc\u00e1 nh\u00e2n h\u00f3a\u201d nh\u1eafm v\u00e0o t\u1eebng kh\u00e1ch h\u00e0ng \u0111\u1ec3 mang \u0111\u1ebfn nh\u1eefng tr\u1ea3i nghi\u1ec7m ri\u00eang bi\u1ec7t cho h\u1ecd. <\/span><\/p>\n

Kh\u00e1ch h\u00e0ng s\u1ebd \u1ea5n t\u01b0\u1ee3ng h\u01a1n r\u1ea5t nhi\u1ec1u n\u1ebfu khi b\u01b0\u1edbc v\u00e0o c\u1eeda h\u00e0ng ho\u1eb7c mua s\u1eafm online, b\u1ea1n g\u1ecdi \u0111\u01b0\u1ee3c t\u00ean h\u1ecd v\u00e0 bi\u1ebft \u0111\u01b0\u1ee3c l\u1ecbch s\u1eed giao d\u1ecbch, s\u1edf th\u00edch c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y khi\u1ebfn h\u1ecd c\u00f3 c\u1ea3m gi\u00e1c \u0111\u01b0\u1ee3c t\u00f4n tr\u1ecdng v\u00e0 quan t\u00e2m \u0111\u1eb7c bi\u1ec7t h\u01a1n. N\u00f3i c\u00e1ch kh\u00e1c, \u201cC\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m\u201d gi\u00fap th\u1eaft ch\u1eb7t m\u1ed1i quan h\u1ec7 gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi\u1ec7p v\u00e0 gia t\u0103ng doanh s\u1ed1 \u0111\u00e1ng k\u1ec3.<\/span><\/p>\n

Gartner – c\u00f4ng ty chuy\u00ean nghi\u00ean c\u1ee9u v\u00e0 t\u01b0 v\u1ea5n chi\u1ebfn l\u01b0\u1ee3c d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng to\u00e0n c\u1ea7u d\u1ef1 \u0111o\u00e1n r\u1eb1ng doanh thu t\u1eeb c\u00e1c doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 cho vi\u1ec7c c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng s\u1ebd v\u01b0\u1ee3t tr\u1ed9i h\u01a1n 20% so v\u1edbi c\u00e1c \u0111\u01a1n v\u1ecb ch\u01b0a th\u1ef1c hi\u1ec7n.<\/span><\/p>\n

C\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u1ea7n thi\u1ebft ra sao?<\/b><\/h3>\n

Theo Segment – c\u00f4ng ty chuy\u00ean nghi\u00ean c\u1ee9u v\u1ec1 n\u1ec1n t\u1ea3ng d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng k\u1ebft lu\u1eadn: <\/span>\u201cH\u01a1n m\u1ed9t n\u1eeda s\u1ed1 kh\u00e1ch h\u00e0ng mua s\u1eafm t\u1ea1i c\u1eeda h\u00e0ng mong mu\u1ed1n \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a, nh\u01b0ng ch\u1ec9 1 ph\u1ea7n 5 c\u00e1c c\u1eeda h\u00e0ng l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3. Tr\u00ean n\u1ec1n t\u1ea3ng online, s\u1ef1 kh\u00e1c bi\u1ec7t th\u1eadm ch\u00ed c\u00f2n l\u1edbn h\u01a1n: H\u01a1n 75% nh\u1eefng ng\u01b0\u1eddi mua s\u1eafm online mong ch\u1edd \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a nh\u01b0ng ch\u1ec9 c\u00f3 23% c\u1eeda h\u00e0ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c.\u201d<\/span><\/i><\/p>\n

T\u1eeb s\u1ed1 li\u1ec7u tr\u00ean c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 mong mu\u1ed1n nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 ch\u0103m s\u00f3c, quan t\u00e2m \u0111\u1eb7c bi\u1ec7t t\u1eeb th\u01b0\u01a1ng hi\u1ec7u b\u1ea5t k\u1ec3 tr\u00ean n\u1ec1n t\u1ea3ng online hay offline. Tuy nhi\u00ean r\u1ea5t \u00edt doanh nghi\u1ec7p th\u1ef1c s\u1ef1 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u n\u00e0y, ngay c\u1ea3 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn nh\u01b0 Nordstrom hay Amazon.<\/span><\/p>\n

C\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng – kh\u00f3 hay d\u1ec5?<\/b><\/span><\/h4>\n

D\u00f9 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f3 g\u00ec qu\u00e1 kh\u00f3 hi\u1ec3u. Tuy nhi\u00ean, \u0111\u1ec3 c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m th\u1ef1c s\u1ef1 kh\u00f4ng h\u1ec1 d\u1ec5 d\u00e0ng. \u00a0<\/span><\/p>\n

Nordstrom – chu\u1ed7i b\u00e1ch h\u00f3a xa x\u1ec9 b\u1eadc nh\u1ea5t c\u1ee7a M\u1ef9 v\u00e0 Amazon – trang th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi l\u00e0 hai v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh.<\/span><\/p>\n

Kh\u00e1ch h\u00e0ng \u0111\u1ebfn v\u1edbi Nordstrom \u0111\u1ec1u nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m \u0111\u1eb7c bi\u1ec7t. Nh\u00e2n vi\u00ean \u1edf \u0111\u00f3 th\u1eadm ch\u00ed c\u00f3 th\u1ec3 nh\u1eadn ra v\u00e0 g\u1ecdi t\u00ean kh\u00e1ch h\u00e0ng song l\u1ea1i kh\u00f4ng bi\u1ebft g\u00ec v\u1ec1 l\u1ecbch s\u1eed giao d\u1ecbch v\u00e0 s\u1edf th\u00edch c\u1ee7a h\u1ecd. V\u1edbi Amazon th\u00ec kh\u00e1c, h\u1ecd ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 n\u1eafm \u0111\u01b0\u1ee3c l\u1ecbch s\u1eed giao d\u1ecbch, s\u1edf th\u00edch, s\u1ef1 quan t\u00e2m c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng khi mua s\u1eafm tr\u00ean trang c\u1ee7a h\u1ecd. Tuy nhi\u00ean, nh\u1eefng thu\u1eadt to\u00e1n l\u1ea1i kh\u00f4ng gi\u00fap Amazon c\u00f3 nh\u1eefng k\u1ebft n\u1ed1i th\u1ef1c s\u1ef1 gi\u1eefa ng\u01b0\u1eddi & ng\u01b0\u1eddi v\u1edbi kh\u00e1ch h\u00e0ng. V\u00ec th\u1ebf, \u0111\u1ed3ng b\u1ed9 h\u00f3a d\u1eef li\u1ec7u \u0111\u1ec3 t\u1ea1o ra c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tr\u00ean 2 k\u00eanh online v\u00e0 offline \u0111ang l\u00e0 th\u00e1ch th\u1ee9c c\u1ee7a b\u1ea5t c\u1ee9 doanh nghi\u1ec7p b\u00e1n l\u1ebb n\u00e0o.<\/span><\/p>\n

B\u00e0 Jennifer Polk – gi\u00e1m \u0111\u1ed1c nghi\u00ean c\u1ee9u c\u1ee7a Gartner \u0111\u00e3 chia s\u1ebb nh\u1eefng l\u01b0u \u00fd quan tr\u1ecdng cho c\u00e1c nh\u00e0 Market khi b\u1eaft \u0111\u1ea7u th\u1ef1c hi\u1ec7n vi\u1ec7c c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m t\u1ea1i t\u1ed5 ch\u1ee9c c\u1ee7a m\u00ecnh: <\/span><\/p>\n

X\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng m\u1ee5c ti\u00eau cho c\u00e1 nh\u00e2n h\u00f3a. <\/b><\/span><\/h5>\n

\u0110\u00e2y l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean v\u00f4 c\u00f9ng quan tr\u1ecdng cho b\u1ea5t c\u1ee9 m\u1ed9t Marketer n\u00e0o khi b\u1eaft \u0111\u1ea7u th\u1ef1c hi\u1ec7n c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m. X\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng m\u1ee5c ti\u00eau, doanh nghi\u1ec7p s\u1ebd c\u00f3 nh\u1eefng b\u01b0\u1edbc \u0111i \u0111\u00fang h\u01b0\u1edbng, ch\u00ednh x\u00e1c.<\/span><\/p>\n

T\u1ea1o ph\u00e2n kh\u00fac d\u1ef1a tr\u00ean nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m quan tr\u1ecdng.<\/b><\/span><\/h5>\n

\u0110\u1ec3 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 chu \u0111\u00e1o, doanh nghi\u1ec7p n\u00ean t\u1ea1o ph\u00e2n kh\u00fac ng\u01b0\u1eddi d\u00f9ng d\u1ef1a tr\u00ean nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m quan tr\u1ecdng. D\u1ef1a v\u00e0o h\u00e0nh vi hay th\u00f4ng tin \u0111\u1eb7c bi\u1ec7t v\u1ec1 th\u00f3i quen, s\u1edf th\u00edch c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 ph\u00e2n h\u1ecd th\u00e0nh nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng \u0111\u1ed3ng \u0111\u1ec3 d\u1ec5 d\u00e0ng h\u01a1n trong vi\u1ec7c qu\u1ea3n l\u00fd & ch\u0103m s\u00f3c.<\/span><\/p>\n

X\u00e1c \u0111\u1ecbnh \u0111\u00fang m\u1ee9c \u0111\u1ed9 c\u00e1 nh\u00e2n h\u00f3a.<\/b><\/span><\/h5>\n

Kh\u00f4ng ph\u1ea3i m\u1ecdi kh\u00e1ch h\u00e0ng n\u00e0o c\u0169ng mu\u1ed1n doanh nghi\u1ec7p hi\u1ec3u nhi\u1ec1u v\u1ec1 m\u00ecnh. V\u00ec th\u1ebf, \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng th\u1ebf n\u00e0o l\u00e0 l\u00fd t\u01b0\u1edfng, doanh nghi\u1ec7p c\u1ea7n d\u1ef1a tr\u00ean k\u1ef3 v\u1ecdng v\u00e0 s\u1edf th\u00edch th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng. \u00a0<\/span><\/p>\n

Ph\u00e2n t\u00edch d\u1eef li\u1ec7u k\u0129 l\u01b0\u1ee1ng.<\/b><\/span><\/h5>\n

T\u1ea5t c\u1ea3 m\u1ecdi chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a nh\u00e0 Market \u0111\u1ec1u ph\u1ea3i d\u1ef1a v\u00e0o nhu c\u1ea7u v\u00e0 ti\u1ec1m n\u0103ng th\u1ef1c t\u1ebf c\u1ee7a th\u1ecb tr\u01b0\u1eddng. V\u00ec th\u1ebf, vi\u1ec7c nghi\u00ean c\u1ee9u d\u1eef li\u1ec7u m\u1ed9t c\u00e1ch k\u0129 l\u01b0\u1ee1ng trong qu\u00e1 tr\u00ecnh tri\u1ec3n khai c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m s\u1ebd gi\u00fap doanh nghi\u1ec7p c\u00f3 c\u00e1i nh\u00ecn s\u00e2u s\u1eafc h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

\u0110\u00e1nh gi\u00e1 ti\u1ec1m l\u1ef1c c\u00f4ng ngh\u1ec7.<\/b><\/span><\/h5>\n

B\u00e0 Jennifer Polk \u0111\u00e3 nh\u1ea5n m\u1ea1nh r\u1eb1ng: <\/span>\u201cVi\u1ec7c c\u00e1 nh\u00e2n h\u00f3a theo \u0111\u1ecbnh h\u01b0\u1edbng d\u1eef li\u1ec7u kh\u00f4ng ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ed1 l\u01b0\u1ee3ng d\u1eef li\u1ec7u b\u1ea1n s\u1edf h\u1eefu m\u00e0 ch\u00ednh l\u00e0 c\u00e1ch b\u1ea1n s\u1eed d\u1ee5ng n\u00f3 nh\u01b0 th\u1ebf n\u00e0o\u201d. <\/span><\/i>V\u00ec th\u1ebf tr\u01b0\u1edbc khi th\u1ef1c hi\u1ec7n c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m, doanh nghi\u1ec7p h\u00e3y nh\u00ecn nh\u1eadn l\u1ea1i nghi\u00eam t\u00fac ti\u1ec1m l\u1ef1c c\u00f4ng ngh\u1ec7 c\u1ee7a m\u00ecnh \u0111\u1ec3 \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh ph\u00f9 h\u1ee3p.<\/span><\/p>\n

Sau t\u1ea5t c\u1ea3, b\u1ea1n \u0111\u00e3 s\u1eb5n s\u00e0ng b\u1eaft tay v\u00e0o vi\u1ec7c \u201cC\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng\u201d?<\/span><\/p>\n

Xem th\u00eam b\u00e0i vi\u1ebft: Big Data \u1ea3nh h\u01b0\u1edfng nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ebfn qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Ng\u00e0y nay, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c l\u00e0m h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng. H\u01a1n th\u1ebf n\u1eefa, h\u1ecd c\u1ea7n khi\u1ebfn kh\u00e1ch h\u00e0ng trung th\u00e0nh h\u01a1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. C\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3 l\u00e0 mang \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m ri\u00eang bi\u1ec7t d\u00e0nh cho kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, kh\u00e1i ni\u1ec7m \u201cC\u00e1 […]\n","protected":false},"author":1,"featured_media":3110,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_lock_modified_date":false,"footnotes":""},"categories":[11],"tags":[232],"class_list":["post-3107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trai-nghiem-khach-hang","tag-trai-nghiem-khach-hang"],"featured_image_url":"https:\/\/miraway.vn\/blog\/wp-content\/uploads\/2019\/03\/ca-nhan-hoa-trai-nghiem-khach-hang-1-1.jpg","_links":{"self":[{"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/posts\/3107"}],"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=3107"}],"version-history":[{"count":0,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/posts\/3107\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/media\/3110"}],"wp:attachment":[{"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/media?parent=3107"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/categories?post=3107"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/miraway.vn\/blog\/wp-json\/wp\/v2\/tags?post=3107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}