“NGHIÊN CỨU CÔNG TÁC QUẢN TRỊ QUAN HỆ KHÁCH HÀNG TẠI CÔNG TY CỔ PHẦN NGHỆ THUẬT VIỆT pptx


 



 !"#$%&
'()&*+,
(&-./012345
-6'(789:
;-/%:"<;=609+>9
 ?"@ABC;?:5)%$5)
.D09$6E"
$ 4 +
2*/F)/./9+2
% :GF0; 55
86: 9)"$0
4H/+I!J5<:C); < E 
9+K L0"0)
*GF5?:$4:G4+&
9;5 44MC6
NO9$&5P:?C
AQ)F@R;%+I*0)8
"9GS 8<JO9/%*
6+KH:4
$T9**QU!GQ@)4@
?70$SQ9;5 4 
0$$& 9+
><P79&<
E:(?;78?7+V95
4:G4C;;-.75
9?/0 4U

 

 
JF"Q40+5&;4:G4
84HE%W;84:9 #
9!FX;+
>C;>-?2&YRZ90=
4:)-.<+[@;"=;*?6
4 +;\";?&)C;(%
G0975+]5)C;(
6 P&)9;5)!4
;*;^'@;9Q<).S+
&.$?4H;_"!445
&50>C;>-?2&YRZ)4:G4
7C;86R4@8+KR4;GH
6B  !"#$
%&'#()#*;*6 +
+,
,O45*.?0$S*<B
`aMQ<04:G47>C;>-
?2&+
`&9S".(H*.64:G4
'@;9$Q<04:G47>C;
>-?2&>C;.9S< /+
[0$"S*5?5"86<B
`2'@;9/<!T&64:G4
06:T;9@QQ76+
`25U7GF=;6C`-.<
b4:b4U002c[d*+
`*.550<:'897>C;>-?

2&+
 !

 
`*.5504:G47>C;>-
?2&+
`aM$GFS*67C;+
-./& 0
123456735869:2
`>@AeBf'@;9  4g
`>@AhB]:G40C;$4;
5;g
`>@AiBIj E54:G4g
5;<35=<6735869:2<>?67:67
` j:eB['@;9  45*Q
<4S+
` j:hB]:G40C;4;5)
.S+
`j:iBIj 4H4:G4
kEQ<4:G4+
@AB
26;R<l9S/*.G<lC:<
*.)*.")/&<<)
/ **4@Q-$C60
4:G40>C;>-?2&+
`K"&BV< C6>C;>-?2&?
;*69"Q*404:G4
0C;+[LF:*C%**
6+
`c/&9"B[H);&)5)*.)

<)%);65)mRRD+4<A8+
 "

 
`c/@Q<<9"B[H)@Q)<<)40)
9n:9")P)&'o)6'8D
CDAE)%)
[ $*.B
- I*B9"6559)%:%)55
07C;+
- I*B9)(<l9S9G
S7C;+
c0*.B
[6$*.%P?\;epqrsqhreebepqeeqhree0>C;>-
?2&+
`2*C;B >C;>-c?2&YRtZ+
`[GuB vh;n2GVwb2c+[d+
`[0B rpee+isxrysr)rpee+isxryse
`z'B rpee+iss{xyr
`V(< B rxrrpsespv
`|B }~R+
`1R%<RB •••+R+
`f=0B
€c•`2;6C`2-.<
€,:'884U
€2)C4:
€2)Q08
€>88W4:
 #


 
, *.6\hrry`hrer+K"06F
)< 4;C7;*6*R(54;GB
`[6&*.6864:G4&
9S097C;+
`c0*.9*55097
>C;>-?2&)04:G4
86*4=4"=($H
;*<@*.5'@;9$Q<04:G
47>C;>-?2&
FG$)HI
V0>C;$Q<4:G4 
/+2\C;.9Sn<75)@
E""60$0%6
")7 GQ< =-.<0 [d+
J$0KI
[6Li?B
3L6M5NOPL2`jT9H6k*S**.k
"@A:*.k/*.k $
0*.k**T=Hn76
86+
3L6Q5R267
 3>?67?SOTUT2V6WXY2;6<Z[Y2\63]^3_933`67`25%;
6R4k4:G4+2**
8664:G4k?4Hk8>•V
5'@;9Q<4:G4/<!
C4:G40>C;>-?2&+
 3>?67+a9P5bN<c633c633de<PQ67^563Rd\63f<3g9<Ze67
3de<PQ67h_63`67W`Y2;6<Z[Y2\63]^3_933`67<e5i67<jkl3L673]
 $


 
32V<)5]<mc@Q))&'o5509
04:G40C;+
 3>?67-d`6<35]69i67<_9Y2;6<Z[Y2\63]^3_933`67<e5
i67<jkl3L673]32V<)5]<`2*/<!"86T&)550
9)0EL0.6S*7C;<J
C4:G40>C;+
3L6$=<T2V6W`^5=6673[
 %

 
n
3>?67Bo() !"#$
!$p#)$
$3_565]NN\Z^q<567Y2\63]
‚VR4$RS*&9;
5 4)$&@9)$'O%
?ƒY2RBqq•••+;;+Z+
VR4$E7
0/)/<@9+[LF
 0J%8H"C
_$?$Q7H%OW;!!+
VR45.R(\R
)OH'@;9 4@9.C:6
9G@+VR4*4<%?7
 C4EF780
<:WU9GS_$?+
+$3_565]N^3_933`67
>6G=6)R=$

G=<B‚Khách hàng có thể là bất kỳ cá nhân hay tổ chức nào tham gia
vào kênh phân phối hay quyết định (không phải đối thủ cạnh tranh) mà hành động của
họ có thể tác động đến việc mua sản phẩm hay dịch vụ của công ty”.
2RG=&;)C8:"F
)9GSH-.)?)4:T:
"F9);:-.$&N
9_SQ7HCP$&<%<:W
;9GS+
2%9^L00)Q
%+[Q"F9+V#@
*6?<$O)$7FC7
55&;)HF!7
 &

 
>NRG=*, N%L:"@-
.@;:!4;G<:W9GS79
+wCEu"079
")N($!"6Y
/Z+
K:Y"F6U
-8;<:W;9GS79Z:Y"
F&<:W79\"Z+
20)?:$Q'?;7
R=.C:/?u"F6<:
W79+V#9<J"
9_9"5^CC_4H+KH
?$SS)<&5)+
-)\5<Zr9s\^3_933`67
‚wC<JC%8.9L0ƒ+&G

7-|•z9(8;E7H
09+V6PH*?4H7
QB;  ;9L0+
a;6C:Q+>
9?:H;RR„9&
$&Y}``}<Z<9&<!"
Y<R`•`}<Z+>9?:.u&6
họ đã có một người chủ mới, đó chính là khách hàng+@*
9C=)5HC<<;=+
HCSS)5H*5SS
+HC4@75)5F<J
<7H+[68;)64T
%8:96$+
&%$G7<:;<JO90%
 RP%PG?Y><R,RZ
 '

 
G@9Y><R}RRRZC49S?<:
Wq9GS$/+
wEC_4H%079
+cRRKRY;*?684:G0Z(\
S79‚tạo ra khách hàngƒYRR<RZ+
f+fIR)9;*6;(E
/=G<B‚Khách hàng là vị khách quan
trọng nhất đối với công ty chúng ta. Họ không phụ thuộc vào chúng ta, mà chúng ta
phụ thuộc vào họ. Họ không phải là người ngoài trong công việc kinh doanh của
chúng ta mà họ chính là một phần của nó. Chúng ta không ban phát cho họ ân huệ khi
phục vụ họ mà chính họ là những người đang ban phát ân huệ cho chúng ta khi trao
cho chúng ta cơ hội được làm như vậyƒ+

"&G*8;EC_4H
 <L07%8XC;+2)0<:
4T%8C;?:@H)@<
8%!@;QL7<C79+
@t9<582^3_933`67<Zd67N\Z^q<567Y2\63]
;;)9'R"!$
7):?590+'0;)Q
O8;<?Q"@
N+5&;)9;OH.9GS
LF'@;9R 4+
VS*7R4'@;9" 9*
<E)<Q<0$"9GE
%*+" ;‚%ƒY@*)*L)
?);*@Q7Z)‚%*ƒY**
?P _Z;‚%*7ƒY%*6&)QG)
6)LZ+
VR4S*'@;94@9:(%*4
H)8%*SQ$
9;5C9YwRwRRZ+
 (

 
Cu5U939s\W5]9R2j<Zc^3_933`67
K;5< E7#9+w
C; 4H 9)$()
"E/+&;)?796
P:<?8*HHu:%AQ)#
<:F?H(!
4R7C;)4*?4H79;5:
 4"+

wGF%A9)*9E6
\;N<J+[6;:!$&79
+2/";(8EA:?*6
RQ)0U8+5)9;5
EC_4H+
2< F$)u?:A9;5
N7O99+9;5O
90$"$Q<B
`j"$$-G9< $
8G+
`… Q/<9?/5
R)%O)Co+
`w79<l9S<:WF
';*)E9n%G;S/<l9S*<:W7
9+
`29< $&+
+ !"#$
+3v67Ww6PX9?h;6WXY2;6<Z[Y2\63]^3_933`67
!  )*+
>•V$C4"G=<B
  ,

 
`]:G4Y>•VZ45H"
9SS<F8&"/
*%"9\Y+w†+•R‡)hrrvZ+
`>•V$9#5.::
<9$&79%/6
@ GH+[@;9G;\<:W
<YRRwRR)•••+RR+RZ+

`2R0QY2R|<Z)5‚>•V;*P-.
%L<'G)O<l9S89;5<
!$&ƒ+
>86G=;6>•V)/)
4:%7C;CC?6>•V(6
F?!>•Vu*4CH86*4
6C4%&SCC79+;:
9)"4:TNL066
%:87>•V+
ˆ < F)>•V=&<:'8)<:W
_$?7+2;*)8:"*u
%4Q074:G4+28)“Quản trị quan
hệ khách hàng một chiến lược kinh doanh nhằm chọn lọc và quản lý các mối quan hệ
đáng giá nhất. CRM đòi hỏi doanh nghiệp phải thực hiện một văn hoá, một triết lý
kinh doanh lấy khách hàng làm trung tâm để hổ trợ có hiệu quả cho các quá trình
marketing, bán hàng và cung cấp dịch vụ . Những ứng dụng CRM có thể đảm bảo việc
quản lý quan hệ khách hàng hiệu quả, miến là doanh nghiệp có sự lãnh đạo sáng suốt,
có chiến lược đúng đắn và văn hoá công ty phù hợp” (Theo www.CRMGuru.com)
>•V&45R)%9GSk9&;EA
#9:?5$0G
+
VS*Q7>•VO"$%0
"G _$? 7H+
! !*-.+/-01-2*3
 

 
xqN!63>7y5l3L6NXNf3]<3z673\j9i67673]
a >•V?6uC< Q$4:
GHQ0/-.::7-

.'lQ9GS)<R<)R)"9G;
UYjRR•9<)hrrhZ+
>•V45&C%64:G4
7-.75D[$9C
C$<l9S8949)
&;)Q$/<!)4H45"/
O9;5!4$:C%*+>•V9
‰&;&$45$&9"8
C#$-._;H$YŠ9<)hrriZ+
xqN!T`W5]9T>2<ZvW`l316<U93RvT5]2
>•V45"@Q$9"\%&%
)@9GS))<@+
>•VNo9 'l "90
Ya)hrreZ+
>•V@Q/<!9"R<l9S
CC5579'G
/o0G@9Y}RRRZ7\ 
9Yw•R‡)hrrvZ+
xqN!63>Sg<3\jPk5W{63y\<Zd67<k93:9
>•V<;-?*) 87-.)‹0;
-.9C0#'OYt
cR}})hrrhZ+
xqN!63>NQ<3de<PQ67Y2;6<Z[<Vl<Z267W`d9_9Nz5Y2\63]
93:^3i67l3;59_975\dR[93
[G=/7>•V%L8:0%
^*FEU/:;*?7H
.H<J0Y,•})hrreZ+
  !

 

>•V454;G4:GS*<_
G7/<!C4 4 /9
*/<!%RYcRR<•R<)hrrxZ+
xqN!63>NQ<3de<PQ67Y2;6<Z[6329L2
>•V454:G 4`9
4;GS-/0$:C%*:
H"-C<$9YIRR)hrrhZ+

xqN!63>NQ<935=6T>u9<Vl<Z267W`d^3_933`6735]6<e5
>•V%L"59-.&
9)H)@)C9Œ)9;5SS /+"
5;%A&R9``R97-.H
6 44FYI9R%R)hrreZ+
>•V$99)$&<E
0$F-.@0)C9Œ<E
45&+>C>•V*
<@)F&)/&
4:/48:*%&.79
YjRjZ+
xqN!63>^3;6{67<_96735]lf63w6Ne63W`dY2\63]S563Tu5
>•V:09 4<$90
 8C4&$'OYfR}o%R
R)hrreZ+
>•V45H9SS
<$8&"/*%"9/\
Yw•R‡)hrrvZ+
! "-01-2*3
>•VY><R•R<VRRZ?VR)
SQ7 $VR)%9GS4
59)%CLC0

<'O+2R) >•V;6 %L
  "

 
 49")8@*SQ
T;VRn+
>•VU*6:x;*TBYeZw*$4:G
<:4H)YhZC:8:6kYiZ
6?)G)kYxZ /O9
. /) %G+K
5/@&GF?7
YwR><)e{{yZ+
•908>•V$'R&$0
9$/:U9 *;
@75/;QG7
#+[&6Q9@;:
!7C4<:@
)9;5:<$7+
V >•V%Lx?Ž&Q8B
`w9"6*0)&&L9"+
`>CS@Q/<!9"&%"^
+
`>$4:GCSo%&VR0M
.;6C<&;6C+
`"866%-7CF9;5&&
tI"L;6Cl"C+I 
?$0%5J<@;B
c63_9<3`63l3L693U639s\3]<3z67!
  #


 
(Theo Stan Makkan CSS Computer Sciences Coporation, 1999)
! #456-01-2*3
>•Vo&90)O" 8
09< $&/+>•V09" 4@9)
T=Q@)"F<J0&
9/+
>•V 44
09\079Y<<`
<R)`<RZ+>•V9?/)M
/\F);G/\F\F
!*G/ 9+K<:W)9GS7
5A()&)G/<d<9
F)6%05/%85 70+'@;9G
G7#?)9E:;9\!
0%•L<:'8+
>•V*4 'l"
+VC;$/\
@+wC;%5 $ (+K*<
/;)C;<J6u75 +6%:
8)4S 4e`eY9b
?7?79 SZ+
  $

 
>•V0"S*SC4"
"S+[6>•VC5
<%90$97C;
0$S*``S`%"``S`+
C$4;RCHC+VS*

``S`.G#+K)C;<J"
S#%"C+
>•V04:? FQ$C@
#%&.7-.)\9GS)<:'8)<<
4:G*+>•V!\45)\45@Q+
!<_96735]l
2&"&?6";9-5:
!;<&79+
!l316<U93
2&*0$?'@;9G
)N)F)";-6-.$
C+
VS*7>•V!$&4.O<:W
O)4O*QF$T+VS*
9-7$;9;<$%
\%G/<!+
++LNY2\6<Z|679s\Y2;6<Z[Y2\63]^3_933`67
>•V&"(!*4R69)
9S>•VO9 475)
9*"C$6)"$
R)%<_$\ $+
!! )07*
>•V.";-9 U*4
)GF)C"9").R+
`";-6B
  %

 
€,;-;9";@W
€w•6FCQ"<:W4.0

€,6$7<<;:6.E
7+
€w6C/-^)H6%
/4;G75+
€w;<<6/"8)
9G+
€w4@6/86'(CF'
4+
`";-6GFB
€,00J"9+
€,@7GF+
€wCL0<@%98$<:W+
€,0&E7<:W+
`";-6C"9"B
€>C /)•/:"/+
€,6?"9"+
€,-&79"+
`";-6.RB
€,&/BR)RRR)
RR)*+
€>‰&GCE4H9L06/5
)66<:W+
€29S74:*< /:+
!!!)0789
>•Vo&%EN
u<:W9n0E+
!!")077*12*3
>•VoG/4
6/)F';*/)60<:W/+>Q)SS
  &


 
_"<<SSN:+I*0<
<8<57@*SS)7(
:():Q;6C-+K6C
/_.%8&$+
&;)8;>•V(#$9\@5
)<$+[
C)9?OTHC_$)8;0
@*)-.CF9)4H8
0E@7)'@;9 4 +
+-_99wlPQ!
!" :;<5=
a. Các hoạt động của CRM chiến lược
>.7>•V
`V.9SB>•V45.R
$%Y,ztZ;4:G9G+
`V.B>•V&$0C48:
*'O+2C&$<d<8:.
+
`V.-.b>•V$B>•VQ$0) 
C7-.N6 $
*4-.+•.;)>•V8"%6
)G7H+"C$<l9S%-.+
>•V$
>•V$C&$.0"00*6
:$0%6")%P+>•V$G5
/"90f27+
>•V$N&"%"6G
N$7H 9+

>07>•V$
  '

 
`[G4:G
G4:G&$G)6
Q$7-.)o;*P7
4:G+2>•V$G4:G
$U%!6@7•'
4:G8+K?&.:
'R'o*4906&\+
`a&*457-.
20;)9?&L%45)
  !0o;*P4:G
+?7N?$$UJS*79
.<:W9GS+K06L
*u."G%/R44
0)"EA70P )
9;%*.%+
a0&*45-.N$U%!
<%G7H)@;8:4
5+2\450<L%S*O"
5H+>45$&<":L
$&"QQ_$4:G<JG
@*NS*7-.+
`P%PC<P'6C
a0;%L8:4;5C?&)
"'lTC6)$U%!:;-
9"C"Q4;G+P%P
C<JO454:G"/+K*"

C$)90$$0F"T
!\"_$+
`2>•V$
>•V$%L0450*>•V
@Q)>•V+>•V$4:U%!:
  (

 
G7 9)<90?7H+K*<
%6)<@%6G)?7)9
"6u*S.75O"@+
b. Các bước hình thành CRM chiến lược
a5>•V$%Lx%<B
IeB[0$
IhB2-.9>•V
IiBc@QEA9
IxB‘G>•V$
IeB[0$
"4:G8N@*\?):%:
LCH%&-._+>
95 E84HC7>•V
$+5&;9N?@%-@<:-+
IhB2-.9>•V
-.9>•V?:<7B
`I(0S6)OW;<+
`>@*‰&q9GSC:%: >•V
/Q?6.9S0+
`>%)R9GSBOQ"9S7
 >•V9Q)4:.E+
`I&QB@Q4H9<8%)

Q0)Q! 9•3m+
`>;*>•V%*B8LC4
":LG+
IiBc@QEA9
K?&C'G<:W9GS
$-$):</LC0)<S
%+w'R'oC0)U754;
G?;C+>490?$
:&\'G"EA9+
 !,

 
,('GEA9)</LC4;5:
$&)'G"<6C):074;
5\C9^&)&
0^+
IxB‘G>•V$
V>•V$%LB
`‘G"G*4B:6
<:W))9GS)45;6C/49
+['GG?8065GY65
9*&Z)956<:Wq9GS
5.'G<9.5H+
`";*?9B@;< .G
<<0G-C):%:$.?8&$+
>?OT0G<G7R45
47H9):!7<7
E0$):!7:QC
44:7R/<:Wq9GS$+
`>$B'G.9<J&

4:G9S+>$%L<%
)% :0)'GG4:G
+
`w0%-9B9?06u
?659)-.)G)9EC
)'G0.9S)0?C+
`>4@Q />•V$B%L)7<!
"q-C)@*)(0)8 )G*
+
!"!:;*
2&"&?6";-5:
!;<&79+>•V4
 !

 
6>•V&99GS)
$%U/5R+
gPQ673d_93>?67<Zc63N\Z^q<567
2/5RYVtZB9SC4;
5R+V< :$8%!?6VtB@O
)4:T9GG9*<+c?6oF<l
9S9"7H;6CPS
*8+c@0GF)< F$)!87
@+>89;8$0
Q$F+
2/5Ro9
9G;6C+2CF)9*%:9G;6C<J
*4< FB4:TR)@QGF)F
%+
gPQ673d_Tg9T>u67h_63`67

2$%Y,ztZ5.%?7>•V+
9SC4:T0%7C;+c?6
$%Y,ztZoC;R9MH%C
4%+’9SC7,zt9*9"
9<dGF@*%C4/;6
C;Q%);Q';;Q?;)$T
‰&< @YcKtZ09+2$%
:)%L:/4:T)4:T*0)6G85<:
W+
gPQ673y\R[93Wt
KGSoC;09GS
7H)9_8C4@H)@*0)
•R%+>8?66;oC;
!*4:/)%:Q9GS):8$9GS)
@<8<E7+KGS
_;<:W$SS+KGS%G
 !!

 
 +[6;F*4W
PS$=;)0GQ7%G+6C;<l
9S<$7*)U% 9<
%.9GS+w*$;9S)>•V
#$.;C44:T4 Yc•VZ+>C;
o 8C4-C)4:
T9^)%)C<:W(+
!"":;>?
>•V@Q*49"F
G77C;+>•V@Q$'@;99*6
:C7+K"$58;L

79B9< %9"YG<lZ)9"QYG<l
)< Q9SZ)9"GFY9G:.)9"
/5EZ)9GS9"+]9.9S
CS9")W89"+2W8C4
@ABG879g2
'8; 70g2
<J6: 8Sg
>•V@Q(!?;7>•V
4:+2\47)>•V@Q8 /)GF
/)&Q_;uR\@):6)
9@<E7+2\4C;)>•V@Q
860J/4%%
/5+%•1`V<l9S>•V@Q+&9"\
ehrrl75'G$@0GF$<P)"
5H"/5;(4:8+*S P
@G%5C4>•V@Q4:+
+@5=6<Zc63}1jRg6793>?67<Zc63Y2;6<Z[Y2\63]^3_933`67
25'@;9/54:G4$
C4y%<B
IeB20&/<!9"6
 !"

 
IhBc@Q/<!9"
IiB];GHS*
IxB>CS<l9SS*
IpB‘@;9 4S*
IvB2/
IyB[F<C7/5>•V
!# @A<8BCDEF</2*3

ˆ@;6?%'@;9:>•V?;7)
:'@;9/<!9"UL</6C+ˆ@;
6:%8X0>•V+86?80!@;:'@;
9/<!9"6:$<:79
.C:7%8.@+2*(869
::P6!/:;@*F%A9
+
`97/<!9"BT!/<!9"?
:.%LCB
€2C606
€>9G
€2C6:L7 9GR7
9
€2C6<:W)9GS
€2CC:
!#!G>?BCDEF<
K"<JCT=5C$@Q-.%-
_$?CNSQ<l9S79+w
4:@Q8"Q"CBP%PC6
%L *)U7%P?
9G+V-4)@Q9"O-.
@"@0;S
+2*/<!)9Q<9_$+
!#"H/3ACH>?I<HJ2*3+K
 !#

 
H $SF?*C%-<\
"L9"BC6GF)6 70+++
HCQ'8"4H<

"6+K&;):%:9")C?Q
'6 l$4;GW'+w4:7
45@Q$@60_;9<l
9S*Q@0+@09*U5
@0 8$H"0
UŽ08) 8)4;C
8+c@0$H;CS6;
+
V< .@09"*QY-)U
6Z8CCSR)
6+5$>•V)@0
R*.;CGQ7+>$@04:8
?$9*G9+jG9<J@:F
06$&8)$&%5$&Q8+2\
@;)G0$9;5
0$&5:QN0%A
C0$&+
!##*LK*M/3A2*3+K
>/R(;65)9U4:A
8"Q&.76-.0$
"S*;6C+2;*)O0!*0>•V5
C$'G $*+2Ž;*)Ž/U
*?;)5CS7R$U*
?)6<4@8A84:
/5>•V+V< CSRB
`2B79l4%Gu7
SQ<:WU9GS);()
9ET):/)F/579
 !$