{"id":3490,"date":"2016-09-14T04:57:56","date_gmt":"2016-09-14T04:57:56","guid":{"rendered":"https:\/\/kiencang.net\/?p=3490"},"modified":"2017-10-30T14:47:07","modified_gmt":"2017-10-30T14:47:07","slug":"chuong-trinh-cham-soc-kien-tao-khach-hang-trung-thanh","status":"publish","type":"post","link":"https:\/\/kiencang.net\/chuong-trinh-cham-soc-kien-tao-khach-hang-trung-thanh\/","title":{"rendered":"Ch\u01b0\u01a1ng tr\u00ecnh ch\u0103m s\u00f3c ki\u1ebfn t\u1ea1o kh\u00e1ch h\u00e0ng trung th\u00e0nh"},"content":{"rendered":"

Gi\u1edd th\u00ec m\u1ecdi ng\u01b0\u1eddi kh\u00f4ng c\u00f2n b\u00e0n v\u1ec1 vi\u1ec7c c\u00f3 n\u00ean ch\u0103m s\u00f3c ki\u1ebfn t\u1ea1o kh\u00e1ch h\u00e0ng trung th\u00e0nh hay kh\u00f4ng, v\u00ec c\u00e2u tr\u1ea3 l\u1eddi \u0111\u00e3 qu\u00e1 r\u00f5 r\u1ed3i, c\u00e2u h\u1ecfi ch\u1ec9 l\u00e0 n\u00ean l\u00e0m nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n

Nh\u01b0ng cho nh\u1eefng ai v\u1eabn mu\u1ed1n h\u1ecfi t\u1ea1i sao, th\u00ec v\u1ea5n \u0111\u1ec1 th\u1ebf n\u00e0y: chi ph\u00ed t\u1ed1n nh\u1ea5t \u0111\u1ec3 c\u00f3 kh\u00e1ch h\u00e0ng m\u1edbi trong nhi\u1ec1u ng\u00e0nh l\u00e0 chi ph\u00ed marketing – qu\u1ea3ng c\u00e1o s\u1ebd \u0111\u01b0\u1ee3c gi\u1ea3m t\u1ed1i \u0111a v\u1edbi kh\u00e1ch h\u00e0ng c\u0169, b\u1ea1n ti\u1ebft ki\u1ec7m \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u.<\/p>\n

C\u00f3 hai h\u00ecnh th\u1ee9c t\u1eb7ng th\u01b0\u1edfng c\u01a1 b\u1ea3n v\u1edbi kh\u00e1ch h\u00e0ng c\u0169 \u0111\u00f3 l\u00e0 t\u1eb7ng hi\u1ec7n v\u1eadt v\u00e0 t\u1eb7ng ti\u1ec1n, ng\u01b0\u1eddi ta khuy\u00ean, ng\u01b0\u1eddi b\u00e1n h\u00e0ng n\u00ean t\u1eb7ng hi\u1ec7n v\u1eadt, d\u1ecbch v\u1ee5 m\u00e0 h\u1ecd \u0111ang s\u1edf h\u1eefu.<\/p>\n

H\u00e3ng h\u00e0ng kh\u00f4ng\u00a0American Airlines th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch ch\u0103m s\u00f3c ki\u1ebfn t\u1ea1o kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch t\u1eb7ng kh\u00e1ch h\u00e0ng c\u00e1c d\u1eb7m bay mi\u1ec5n ph\u00ed d\u1ef1a tr\u00ean qu\u00e3ng \u0111\u01b0\u1eddng m\u00e0 h\u1ecd \u0111\u00e3 \u0111i.<\/p>\n

C\u00e1i n\u00e0y d\u0129 nhi\u00ean l\u00e0 ti\u1ebft ki\u1ec7m h\u01a1n nhi\u1ec1u so v\u1edbi kh\u1ea5u tr\u1eeb ti\u1ec1n –\u00a0American Airlines t\u1eb7ng s\u1ea3n ph\u1ea9m m\u00e0 ch\u00ednh h\u1ecd \u0111ang b\u00e1n – v\u00e0 m\u1ed9t \u0111i\u1ec1u hay kh\u00e1c, s\u1ea3n ph\u1ea9m n\u00e0y h\u1eefu d\u1ee5ng v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd.<\/p>\n

M\u1ed9t chuy\u1ebfn bay t\u1eb7ng th\u00eam tr\u1ecb gi\u00e1 500 USD c\u00f3 chi ph\u00ed th\u1ef1c t\u1ebf th\u1ea5p h\u01a1n r\u1ea5t nhi\u1ec1u. American Airlines ch\u1ec9 t\u1ed1n v\u00e0i ch\u1ee5c USD trong khi kh\u00e1ch h\u00e0ng v\u1eabn c\u00f3 c\u1ea3m nh\u1eadn h\u1ecd \u0111\u01b0\u1ee3c th\u01b0\u1edfng 500 USD. Ph\u1ea7n th\u01b0\u1edfng n\u00e0y s\u1ebd l\u1ea5p \u0111\u1ea7y nh\u1eefng gh\u1ebf tr\u1ed1ng th\u01b0\u1eddng b\u1ecb l\u00e3ng ph\u00ed.<\/p>\n

B\u1ea5t c\u1ee9 \u0111\u01a1n v\u1ecb kinh doanh n\u00e0o c\u0169ng c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng m\u00f4 h\u00ecnh t\u01b0\u01a1ng t\u1ef1\u00a0American Airlines \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh, \u0111i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c ch\u1ee9ng m\u00ecnh l\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n d\u00f9ng gi\u00e1 th\u1ea5p \u0111\u1ec3 d\u1ee5 kh\u00e1ch h\u00e0ng.<\/p>\n

M\u1ed9t s\u1ed1 c\u00e2u h\u1ecfi.<\/p>\n

C\u00f3 kh\u00f3 kh\u0103n n\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u00f4 h\u00ecnh ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng trung th\u00e0nh?<\/h3>\n

C\u00f3 kh\u00f3 kh\u0103n v\u1ec1 k\u1ef9 thu\u1eadt n\u1ebfu b\u1ea1n kh\u00f4ng c\u00f3 ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3n l\u00fd \u0111i\u1ec7n t\u1eed, \u0111\u01a1n gi\u1ea3n l\u00e0 v\u00ec vi\u1ec7c t\u00ednh to\u00e1n b\u1eb1ng tay tr\u00ean quy m\u00f4 l\u1edbn m\u00e0 ch\u1ec9 th\u00f4ng qua gi\u1ea5y t\u1edd l\u00e0 kh\u00f4ng th\u1ec3. Ch\u01b0\u01a1ng tr\u00ecnh c\u1ea7n bi\u1ebft \u0111\u01b0\u1ee3c to\u00e0n b\u1ed9 qu\u00e1 tr\u00ecnh mua h\u00e0ng c\u1ee7a kh\u00e1ch, t\u00ednh \u0111i\u1ec3m th\u01b0\u1edfng, kh\u1ea5u tr\u1eeb,…T\u1ea5t c\u1ea3 c\u00e1c b\u01b0\u1edbc n\u00e0y kh\u00f4ng qu\u00e1 kh\u00f3, nh\u01b0ng r\u1ea5t m\u1ea5t c\u00f4ng n\u1ebfu l\u00e0m th\u1ee7 c\u00f4ng v\u00e0 c\u00f3 th\u1ec3 c\u00f2n kh\u00f4ng ch\u00ednh x\u00e1c n\u1eefa.<\/p>\n

N\u1ebfu \u0111\u1ed1i th\u1ee7 c\u0169ng l\u00e0m m\u00f4 h\u00ecnh t\u01b0\u01a1ng t\u1ef1 th\u00ec th\u1ebf n\u00e0o?<\/h3>\n

D\u0129 nhi\u00ean khi \u0111\u1ed1i th\u1ee7 b\u1eaft ch\u01b0\u1edbc, l\u1ee3i \u00edch ch\u01b0\u01a1ng tr\u00ecnh c\u1ee7a b\u1ea1n s\u1ebd gi\u1ea3m \u0111i, nh\u01b0ng d\u00f9 c\u00f3 nh\u01b0 v\u1eady \u0111i n\u1eefa \u0111i\u1ec1u \u0111\u1ea5y v\u1eabn t\u1ed1t h\u01a1n vi\u1ec7c \u0111\u1ec3 kh\u00e1ch h\u00e0ng nh\u1ea3y h\u1ebft t\u1eeb n\u01a1i mua h\u00e0ng n\u00e0y \u0111\u1ebfn n\u01a1i mua h\u00e0ng kh\u00e1c, \u0111i\u1ec1u \u0111\u00f3 l\u00e0m th\u1ecb ph\u1ea7n kh\u00f4ng t\u0103ng, nh\u01b0ng c\u00e1c chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng l\u1ea1i t\u0103ng.<\/p>\n

T\u1eb7ng bao nhi\u00eau th\u00ec v\u1eeba?<\/h3>\n

R\u1ea5t kh\u00f3 n\u00f3i c\u1ee5 th\u1ec3, nh\u01b0ng v\u1ec1 t\u01b0\u01a1ng \u0111\u1ed1i th\u00ec r\u00f5 r\u00e0ng h\u01a1n, b\u1ea1n n\u00ean d\u1ef1a v\u00e0o chi ph\u00ed qu\u1ea3ng c\u00e1o \u0111\u1ec3 c\u00f3 m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi. Gi\u1ea3 d\u1ee5 20% chi ph\u00ed c\u1ee7a b\u1ea1n l\u00e0 \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1edbi, v\u1eady th\u00ec b\u1ea1n s\u1eb5n s\u00e0ng chi bao nhi\u00eau % \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng c\u0169?<\/p>\n

Kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c ph\u00e9p cho, t\u1eb7ng ng\u01b0\u1eddi kh\u00e1c \u0111i\u1ec3m th\u01b0\u1edfng kh\u00f4ng?<\/h3>\n

T\u1ed1t nh\u1ea5t ch\u00fang ta s\u1ebd tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi n\u00e0y qua th\u00ed d\u1ee5:<\/p>\n

Kh\u00e1ch h\u00e0ng A \u0111\u1ee7 \u0111i\u1ec3m th\u01b0\u1edfng \u0111\u1ec3 \u0111\u01b0\u1ee3c t\u1eb7ng m\u0169 l\u01b0\u1ee1i chai 80K t\u1eeb c\u1eeda h\u00e0ng XYZ, gi\u00e1 th\u1ef1c c\u1ee7a chi\u1ebfc m\u0169 khi ng\u01b0\u1eddi b\u00e1n nh\u1eadp l\u00e0 20K, chi ph\u00ed thu\u00ea \u0111\u1ecba \u0111i\u1ec3m tr\u01b0ng b\u00e0y l\u00e0 10K, v\u00e0 qu\u1ea3ng c\u00e1o l\u00e0 15K. Nh\u01b0 v\u1eady n\u1ebfu b\u00e1n chi\u1ebfc m\u0169, ng\u01b0\u1eddi b\u00e1n l\u1eddi 35K.<\/p>\n

Khi ng\u01b0\u1eddi b\u00e1n t\u1eb7ng th\u01b0\u1edfng cho ng\u01b0\u1eddi A, c\u1eeda h\u00e0ng XYZ\u00a0ch\u1ec9 m\u1ea5t 20K ti\u1ec1n v\u1ed1n nh\u1eadp.<\/p>\n

Ng\u01b0\u1eddi B, c\u0169ng mu\u1ed1n mua m\u0169 l\u01b0\u1ee1i chai. B \u0111\u00e3 xem qu\u1ea3ng c\u00e1o, t\u1eebng \u0111\u1ebfn c\u1eeda h\u00e0ng nh\u01b0ng ch\u01b0a mua. Gi\u1edd n\u1ebfu ng\u01b0\u1eddi A cho ng\u01b0\u1eddi B \u0111i\u1ec3m th\u01b0\u1edfng, ng\u01b0\u1eddi n\u00e0y s\u1ebd d\u00f9ng \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c chi\u1ebfc m\u0169. L\u00fac n\u00e0y c\u1eeda h\u00e0ng XYZ s\u1ebd thi\u1ec7t h\u1ea1i bao nhi\u00eau?<\/p>\n

\u0110\u00f3 l\u00e0 to\u00e0n b\u1ed9 chi ph\u00ed tr\u01b0ng b\u00e0y + qu\u1ea3ng c\u00e1o + ti\u1ec1n l\u1eddi kh\u00f4ng ph\u00e1t sinh = 60K<\/p>\n

Do v\u1eady, c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh kh\u00f4ng n\u00ean cho ph\u00e9p cho t\u1eb7ng ng\u01b0\u1eddi kh\u00e1c \u0111i\u1ec3m th\u01b0\u1edfng. M\u1eb7c d\u00f9 \u0111i\u1ec1u n\u00e0y s\u1ebd kh\u00f4ng h\u1ea1n ch\u1ebf \u0111\u01b0\u1ee3c h\u1ebft nguy c\u01a1 cho t\u1eb7ng ng\u1ea7m kh\u00e1c.<\/p>\n

Gi\u1edd \u0111\u1ea3o qua v\u1ea5n \u0111\u1ec1 m\u1ed9t ch\u00fat.<\/p>\n

B ch\u01b0a t\u1eebng xem qu\u1ea3ng c\u00e1o, ch\u01b0a \u0111\u1ebfn c\u1eeda h\u00e0ng, v\u00e0 c\u0169ng kh\u00f4ng c\u00f3 d\u1ee5ng \u00fd mua m\u0169 \u1edf XYZ. Gi\u1edd n\u1ebfu A nh\u1eadn th\u01b0\u1edfng v\u1ec1 r\u1ed3i t\u1eb7ng chi\u1ebfc m\u0169 cho B\u00a0th\u00ec c\u1eeda h\u00e0ng XYZ c\u00f3 thi\u1ec7t h\u1ea1i g\u00ec kh\u00f4ng?<\/p>\n

C\u00e2u tr\u1ea3 l\u1eddi l\u00e0 kh\u00f4ng.<\/p>\n

C\u00f3 n\u00ean \u0111\u1ec3 kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng h\u1ebft \u0111i\u1ec3m th\u01b0\u1edfng kh\u00f4ng?<\/h3>\n

Khi kh\u00e1ch h\u00e0ng t\u00edch lu\u1ef9 ch\u01b0a \u0111\u1ee7 \u0111i\u1ec3m th\u01b0\u1edfng \u0111\u1ec3 s\u1edf h\u1eefu m\u1ed9t chuy\u1ebfn bay mi\u1ec5n ph\u00ed ch\u1eb3ng h\u1ea1n, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng quay tr\u1edf l\u1ea1i h\u00e3ng h\u00e0ng kh\u00f4ng quen thu\u1ed9c \u0111\u1ec3 t\u00edch lu\u1ef9 th\u00eam. V\u1eady khi h\u1ecd t\u00edch lu\u1ef9 \u0111\u1ee7, v\u00e0 r\u1ed3i h\u1ecd th\u1ef1c hi\u1ec7n chuy\u1ebfn bay mi\u1ec5n ph\u00ed \u0111\u00f3, \u0111\u1ed9ng l\u1ef1c quay l\u1ea1i c\u00f3 gi\u1ea3m \u0111i kh\u00f4ng?<\/p>\n

Ch\u1eafc ch\u1eafn l\u00e0 c\u00f3 gi\u1ea3m \u0111i ph\u1ea7n n\u00e0o, b\u1edfi v\u00ec c\u00e1c \u0111i\u1ec3m th\u01b0\u1edfng \u0111\u00e3 \u0111\u01b0\u1ee3c ti\u00eau x\u00e0i h\u1ebft, \u0111\u1ed9ng l\u1ef1c l\u00fac n\u00e0y ch\u1ec9 l\u00e0 n\u1ebfu h\u1ecd quay l\u1ea1i h\u1ecd s\u1ebd c\u00f3 \u0111i\u1ec3m th\u01b0\u1edfng m\u1edbi.<\/p>\n

M\u1ed9t m\u1eb9o \u0111\u1ec3 tr\u00e1nh l\u00e0m gi\u1ea3m \u0111i\u1ec3m th\u01b0\u1edfng v\u1ec1 0 \u0111\u00f3 l\u00e0 t\u00ecm c\u00e1ch th\u1ee9c \u0111\u1ec3 s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c \u0111\u1ed5i l\u00fac n\u00e0o c\u0169ng ch\u1ec9 ti\u1ec7m c\u1eadn \u0111\u01b0\u1ee3c \u0111i\u1ec3m th\u01b0\u1edfng. T\u1ee9c l\u00e0 ki\u1ec3u g\u00ec c\u0169ng c\u00f3 \u0111i\u1ec3m th\u01b0\u1edfng d\u01b0.<\/p>\n

Gi\u1ed1ng ki\u1ec3u t\u00fai b\u1ea1n l\u00fac n\u00e0o c\u0169ng ch\u1ec9 c\u00f3 ti\u1ec1n ch\u1eb5n (10K, 20K, 50K…) th\u00ec khi mua s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 l\u1ebb, v\u00ed d\u1ee5 36K, th\u00ec l\u00fac n\u00e0o b\u1ea1n c\u0169ng s\u1ebd \u0111\u01b0\u1ee3c tr\u1ea3 l\u1ea1i ti\u1ec1n th\u1eeba.<\/p>\n

(*) M\u1ed9t s\u1ed1 \u00fd t\u01b0\u1edfng trong b\u00e0i \u0111\u01b0\u1ee3c tham kh\u1ea3o t\u1eeb cu\u1ed1n s\u00e1ch:\u00a0L\u00fd Thuy\u1ebft Tr\u00f2 Ch\u01a1i Trong Kinh Doanh c\u1ee7a\u00a0Adam M. Brandenburger – Barry J. Nalebuff<\/p>\n","protected":false},"excerpt":{"rendered":"

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