Hoàn thiện quy trình ứng dụng hệ quản trị quan hệ khách hàng CRM tại Công ty cổ phần Netnam

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MỤC LỤC
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DANH MỤC BNG BIỂU

Bảng 2.1. Các quan niệm về CRM 22222222222222222222222222222222222222222222222222222222222222222222222222222222222 8
Bảng 2.2. Diện tích đất đai, nhà xưởng sau khi cổ phần hóa của Công ty 22222222222 Error:
Reference source not found
Bảng 2.3. Tình hình hoạt động kinh doanh của công ty trong 3 năm gần đây 22222 Error:
Reference source not found
Bảng 2.4. Chỉ số chất lượng dịch vụ năm 2011 22222222 Error: Reference source not found
Bảng 2.5. Mức đầu tư cho hệ thống thông tin 22222222222 Error: Reference source not found
DANH MỤC HÌNH VẼ
Hình 2.1. Sự tiến hóa và tăng trưởng của CRM Error: Reference source not found
Hình 2.2. Mô hình CRM Error: Reference source not found
Hình 2.3. Sơ đồ tổ chức của công ty Error: Reference source not found
Hình 2.4. Văn phòng làm việc trụ sở chính ở Hà nội Error: Reference source not
found
Hình 2.5. Phân loại khách hàng Error: Reference source not found
Hình 2.6. Ma trận chiến lược Error: Reference source not found
Hình 2.7. Giao diện phần mềm Customer services Error: Reference source not found
Hình 2.8. Sơ đồ lắp đặt phần mềm Error: Reference source not found
Hình 2.9. Quy trình tiếp nhận và xử lý cuộc gọi Error: Reference source not found
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DANH MỤC TỪ VIẾT TẮT TIẾNG VIỆT
Từ viết tắt Nghĩa tiếng việt
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r`= rEtE qJ*
rsr rttE# fC.0>
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Sud SEtE R1,.
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CHƯƠNG 1-TỔNG QUAN VỀ VẤN ĐỀ NGHIÊN CỨU
1.1. Lý do lựa chọn đề tài
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“Hoàn thiện quy trình ứng dụng hệ quản trị quan hệ khách hàng CRM tại Công
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1.2. Mục tiêu của đề tài

G/$1/x
Q R8.( $A CV .0%#'><='
(# 88C'><=(Yj($/V#
062
Q R&C'><=&D#:3E )1&10-
$)}A&!#06'(V !*
)1@110.(##w(8C
'><=$*0-'T$>V&3E2
1.3. Phương pháp nghiên cứu
G.9$/10-9#$#*7@
8##1/ #|$#23 9AN'>
9#10-!CB($Y$`EE2
1.4. Đối tượng và phạm vi nghiên cứu
 Đối tượng
WT$>V&*VD#:
3E2
 Phạm vi nghiên cứu
3!C$/&C'><=&D#:3E )
 V$M0%#06@11/M##1
(8C'><=$*0-'T$>V
D#:3E2
1.5. Tình hình nghiên cứu
R%' $(#'>(1FY
:#.'(#8*V$(
1B&$1C$)!T0O2R!$(N'>#06(
$((1&#D.2q6 #:%'
(#+.|J10-JB„,
@11&10-'- #7$C1,2qT
Z
(<=,#06C'%.B#06

## …9$V;#'(#J((
62j8$9<=1F 1$410-'(#;1:02P(
/8!C$/<= $7'>0x
Q PCRS6~Z][]• GB(#“Quản lý quan hệ khách hàng CRM tại
công ty OMNITECH”,G&p'*2
3,'1/xG0,C$/T(<= 
&C'><=&s=3`RLPx9#$J
 9#$'8($% MNJ&
o 1$10##x)9-$V
<= 1&10-$& !*B&$10
0%2
3,'1/1F#0618'+0&
C'><=s=3`RLP2R! ,C1/10
0VC $01$/-7<=&~1
.!$1.!•2
Q 35jVR~Z][[• •Bàn về CRM trong ngân hàng thương mại‚ R0O
G&$#B*2
3,'.$8.($#<= :
<=&1,*06&$(1&10-2R
! .$"1/9#*06&
#,*>!0!z10-8C'>+0
B:110(<=$$92
1.6. Ý nghĩa của vấn đề nghiên cứu
Ý nghĩa lý luận:p9(10-&C'><=&'
(#j($10##1C'><='(#2
Ý nghĩa thực tiễn:p9:T(
1$%B&$#D#:3E 10,##
w(8C'>(($*
0-'T$>V2
p9+($!89#

$!C$1/!1T(<=2
1.7. Kết cấu của đề tài
p.9B†#:06C$%†06x
†
Chương I-Tổng quan về vấn đề cần nghiên cứu
3,'06`8.J'1/ >!1/2r06
## 10-$#&$!C2p1/B)#:2
Chương II-Cơ sở lý luận và thực trạng quy trình ứng dụng hệ quản trị quan hệ
khách CRM tại Công ty cổ phần Netnam
3,'06$1/x
Q R8.D$/(T(<=x
( TN8$# CV $A &1,
8 .0%#'><='(#2
Q R88C'><=(&j( M0%#
062
Q f%(60-$/D#:3E >!&1, TN
8 6*$61BDC 6Y$97 €$
' 'T$># 88'†V:1*
0-1T0%#O%2
Q 3)&1,<=#&$'T$>V
*V2
Q 3)11$%'T$>~ B&•$#060%&
1,'T$>$VZ][Z2
Chương III-Giải pháp hoàn thiện quy trình CRM và nâng cao chất lượng chăm
sóc khách hàng cho Công ty cổ phần Netnam.
3,'06##101(8<=$*
0-V3Ex
Q GT0%T(2
Q P(8V2
Q P(6Y')(2

Q {(*$!2
Q =E,.,2
‡
CHƯƠNG 2-CƠ SỞ LÝ LUẬN VÀ THỰC TRẠNG QUY TRÌNH ỨNG DỤNG HỆ
QUN TRỊ QUAN HỆ KHÁCH HÀNG CRM TẠI CÔNG TY CỔ PHẦN
NETNAM
2.1. Cơ sở lý luận
2.1.1. Tổng quan về hệ thống quản trị quan hệ khách hàng CRM
a. Khái niệm
<=$@E<E#=EEQqT(
2G0-'(#$(#(.$%
!C 8…0I:$E
 #9$#$%,($( J
0$/ : !&ow#>$>
62
R(( 410-9#
9$10-0)(J6Y')(23O,>8')
(1}.( '(##*7 8'/V
$*V18)0-V-#J23'
(#AMNJ$1/$0%,$
(2
R9#(1ˆ#$%J€1}.(1$%
H'(#2=,(<=16#'>#:/
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Quan niệm Mô tả Quan niệm về thành
công của CRM
Khái niệm tiêu
biểu
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)  8    .&
.10-$/  
2
(
p  C  $  
(T06
10-

B
:      '
(#  1  M*  '
  0-    '
&w&-
9@
($%2
S      
<=    8  
  , &  1
CV$N'>
('
(#  w  >
17  M*  '  /
    C  $/
   $  
T062
<=   (
10-N'>1H
- #-#.,
#9  .  
E M
E!:$'T
$> #
.,  #9    
1M*'
  (  $%  
2
Bảng 2.1. Các quan niệm về CRM
3)89$/<=Y!(62R

8$/$V0Y<= ($/<=(1F
Ž
*!:0- ($>T(($>.,
DC$%>!‰#7 V'@>
!$&-&@7&1,<=82
Mô hình phát triển và tăng trưởng CRM
Nguồn: www.sugarcrmvietnam.com
Hình 2.1. Sự tiến hóa và tăng trưởng của CRM
c. Mô hình CRM
j(M*' $9(<=YH'(#0O2W
$9 $1/1:!(<=#110-8<=
7-#$%16$T823/0O0O1}*|x•^(8
<=#'>'(#•‚2*O•‚2j8H
'(#!7&1, >!'$1}‰2R
! MX!.8'( 0O81
'(# @1C1,#‰-#1$%'(#2
38<=B•1&x
•
Nguồn: www.crmvietnam.com
Hình 2.2. Mô hình CRM
Xây dựng cơ sở dữ liệu chung về khách hàng
G*!:!1$%'(#2/#06##1
9#0x#M;# ##1/ vE.E E 1(&o
j1/:&Y1*'(#:#M*'6Y')($/
$)')(1#10-'(#C
#.C*2R!1F/'(#1F#
11/0Y016*$!O.|'(#~0O8
$/'*$!'$*$!E
)•2
Phân tích thống kê dữ liệu

G$%'(#$(#*7 !')($/
#$1/8%2R0%H1T F1&'(#.O
+:10-#1:1$/16Y1238
')($/$#06###*7 !10-(
‹
1$%@'(#00-:1110-(
&$0680O061062
Lựa chọn khách hàng
j(10->0O:!.D@
)B')(0x$/T0O $/1&o3
7M1))
/V2W$9$(1.')( 1:$•&‚
1/(1)1T{M0%2
Xây dựng mối quan hệ
j/7&11*10-.(##X$8>17
$(M*'(1#C)!:~1F10-
•YC61&2
Thu thập những thông tin liên quan đến khách hàng
P(<=0Y!#>,/$6Y')(
+0$(#*7($M*'(2R!(
<=}##,C%0(MNJ*U
)1#C:$0-:9#MNJ2j(
9#*#X#'(#z6@
1-;#62
Đánh giá hiệu quả
G(10-#:(<= (
Y1,x=,1(<=&&1,'
'(# 18&(&$M0%0616Y
$(1/0-'$1TY,O1>2
d. Các mảng hoạt động

=8<=10-C'>Y/#*(2R!10-N'>
#D.Y,#*(x
Salexq8.10-E'z}4 #X##*7' '.
-9 #(6,.$."2
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ServicexP(J(#X#T#B@
 -#1B'T$> J,$&1,06$%

MarketingxqJ$(9#&E&1,06$%
2=E#*1&~EEE•9#$$(##{
'T$>1}0%@10-2
Analysisx<=#X#&9#$#*71J$E'z
)$(: ‘&$('5$% .*
,'1/ 'T(2
Collaborativex#V($%~#E E tM 
vE. # #E•2<=;#'(#06$%
!~!(# 0@ tM 1(&o•$H-#-#)
*$!$%!2.$E<=,##/)
0O 8$')($%1'(##>$>$)
810-62
2.1.2. CRM trong doanh nghiệp
a. Chức năng và vai trò của CRM trong doanh nghiệp
P(<='(#BCVx
Q Chức năng giao dịchx<=&1,0601$%068
=t23#X#'T01(N&0%0ON'>
<= 1BO'T07$%.!O.rsr†
~rsttErQfC.0>•2
Q Chức năng phân tích:<=#X#'(#&9#$#*71
E'z)$(: ‘&$('5$% 
.* ,'1/ 'T(2

Q Chức năng lập kế hoạch:<=;#.7T$(* 9#
BT T:$T2
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###‰-#2<=+;#'(#188'$(
$(@*$!2
3 <=#X#*$!JO$$(( 1BO
;#*$!J$z@1!($
VT#O&7 @1;1{()
$'(#1BO)**'2
b. Các bước áp dụng CRM trong doanh nghiệp
R‰E%| €$'8<=&
'(#230$UB.0%6.x
Q Xây dựng chiến lược:G<=&1,(8:#M*',
&$($%(<=E@1&,-#J 
0-z1T0%$((230-<=:#
M#@71T0%'(#2>'(#
81&$T7*7 !060O )
1&2

Q Lựa chọn giải pháp:##:VC!>! :z
'(#2p/::1#C !M1T:0!
.9 YC1,$@#C.8 @1,##
V1#C:12j%#}0611:1
##J(@#10JB6
J$(.,#9' J1&. J
[†
0-EoW(#1,*B*
$(.T<=2
Q Thực hiện triển khai:
q8(B.0%x
o G}!: >@.,#9 #A.'!)
>!D1/.1:0-<=2
o R$7-#(x1*0O1&/O
2
o RE(x)CV##1F#>$>
:'(#YC1, 1.(10-$9
2
o G&*$!N'>$(2
o R9#J#B*$!1}.(*$!.,#9V
 +0)J@#72R!6Y11
&1,$)-7<=&2
o .(##'8$;1{(2
W(#:M*',0O$(706).,
#9 ;#*$!1D( 1BO#7'* /
*$!/62W1)9#10-@O<=Y
!J€$#'>2’*$! )0O/6,
#M;$%:10-*62
:1.')(•&‚ 1; 1:1$/$10-9#9
0OM! #>$>$(#*7$ E

w#>$>$(1 #*7'#A.'(#2
2.1.3. Tình hình ứng dụng CRM tại Việt nam
<=1F#D.!% !Yj(<=$U010-
*$#1;C23/'(#j((1F9C10-
:J( 0"'@&Y1:0##
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J.741#C10-!:2
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/&o2!:$/')(8$
'!')(O&(#A.!42R<=:/
1M*'&('$%1F}
M*'&E7. 'T$>o28$(#
0O$1,7M0 01#C!:2
e!&1 #7#:/1C'><= '0%
#$!@'(#0!0%&
.$/T0O$*j(2A#:/M&
#‰-#&7‰.1#‰-#@'(#2j8
'(#&.T}.TB8$U01(2
<=,0-'&;#'(#1&10-)>!'&2
R!#'>,'(#!U 00,#:

'(#
30$9$A<=1$%'(##9 $8/
V#<=06Yj(4%2R1FCw
'(#,O&1,0OB')(1:1$/
 0O-#*$!E*$!'"$(
8'(#4$/2e!&1$(#'><=
16 #C&# 0O 1A|!2'
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(#|%1/#'><=2=} (1F#
 $(#'>$T10-/'(#*2j(
$%C&# '(#:#(#7 0$9<=,
##7-#2
2.2. Thực trạng quy trình ứng dụng CRM tại Netnam
2.2.1. Quá trình hình thành và phát triển của công ty
a. Sơ lược về công ty
R!xD#:3E2
R!$x3E2
R!'Tx3E#2
R>YxN(( [•Pqj( :f P3,2
G(&x•‡Q‡Q†Ž\•‡‹]ŽuMx•‡Q‡Q†Ž\•[•••
,8CD#: &1,E9'(#$
1T(0%,AMF,€j(32
“E.E:www.netnam.vn
b. Mục tiêu hoạt động
RY,)#'T$>`EEƒ$5$##
&1:&-70D1 &T$0-
$!Q0O1, 1##$MF,2
c. Lịch sử hình thành
Q 7/12/1994:3E”&071(N1:!&j(31O@#AP(
&7j((”R*pR

!•(q~j(p•(j(3•2
Q 11/1997:3EY,]‡#'T$>`EE~`Sr•1:
!&j(32
Q 10/1998:W(#0%3E10-9#E1T
Z‡Z]ƒqGQpP3qfZ•ƒ[[ƒ[‹‹•R*pR!•
(q~j(p•(j(3•2
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Văn phòng làm việc Trụ sở chính doanh nghiệp tại Hà Nội:
Nguồn: Phòng hành chính công ty cổ phần Netnam
Hình 2.4. Văn phòng làm việc trụ sở chính ở Hà nội
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