Nâng cao năng lực cạnh tranh của doanh nghiệp thông tin di dộng Việt Nam thông qua dịch vụ chăm sóc khách hàng

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<b>Nang cao nang li/c canh tranh </b>

<b>cua doanh nghiep thong tin di dong Viet Nam </b>

<b>thong qua djeh vu cham soc khach hang </b>

TRAN THI HONG MINH

<i>Trung tdm Thdng tin vd Dt/ bdo Kinh te' - xd hdi Qud'c gia </i>

Pingn:jijijg;^fi^)aBgjB£igiaaapft'gStijiiiij3iSISfjMijMff'^"rJ^ IJSaaaaBEiniCTiJmipliirHKJfi^iaaif

<i>in current business environment, competitiveness of an enterprise </i>
<i>heav-ily depends on Ihe superiority of value-added services and Ihe quality of </i>
<i>customer care ones compared to its competitors. Recently, Vietnam's </i>
<i>mobile communication enterprises have already given special attention to </i>
<i>customer care activities, thus the quality of their customer services has beeri </i>
<i>considerably enhanced. </i>

<i>Along with greater competition in enhancing subscription, competition in </i>
<i>improving customer services among mobile networks has increasingly got </i>
<i>fiercer. Nevertheless, Ihe activities of caring for customers and the practices </i>
<i>of providing this kind of services are not always perceived correctly and </i>
<i>adequately by the enterprises. At present, many enterprises have still </i>
<i>con-fused the concept of customer service and that of sales promotion, and not </i>
<i>well distinguished the connotation of these concepts. </i>

<i>For the perfection of customer care services, enterprises should improve </i>
<i>all aspects and stages in the process of delivering products and sen/ices to </i>
<i>their customers. For Vietnam's mobile communication enterprises, they can </i>
<i>complete their customer care systems on the basis of the existing ones </i>
<i>asso-ciated with other activities such as caring for employers as for customers; </i>

<i>building professional customer care system; using outsourced services... </i>

T

rong XU the kinh doanh hien

tai, vdi sQ phIt trien nhanh

chdng cua cdng nghe thdng

tin, sQ khle biet giOa cae sin

pham, dich vu ndi chung v l dae

biet la dich vu vien thdng ndi

rieng ngay d n g thu hep. Yeu td

canh tranh eua doanh« nghiep

(DN) tren thi trQdng gid d l y phu

thuoc nhieu vIo sQ vQflt trpi eua

cac dich vu gia tang va cha't iQpng

cham sde khich blng (CSKH) so

vdi ele dd'i thu canh tranh. Do

vay, de nlng cao khi nang canh

tranh eua sin pham, ele DN dang

chuyen hQdng tap trung d l u tQ,

nang eao chl't iQflng dich vu

CSKH. Khdng nam ngoli xu the

do, eac DN thdng tin di ddng Viet

Nam trong thdi gian gan d l y da

chu trpng dau tQ cho CSKH, nhd

do cha't iQpng dich vu v l boat

dong CSKH d l dQflc nlng len

dang ke so vdi trQdc dly.

Theo ket qui do kiem chl't

iQpng cua Cue QuIn ly cha't iQflng

Cong nghe thdng tin v l truyen

thong thudc Bd Thdng tin v l

^ O Tieu chudn ViSt Nam: chat lucjng thogi >= 3 diem: ty le cupc gpi thiet lap thdnh cong >=92%; ty le cupc gpi bi rdt <=5%; ty l§ khieu ngi cua khdch hdng
<i>ve chat lapng d|ch vu (so vu khieu ngi/lOOkhdch hdng/3 thdng) <=o!25; ty le eudc gpi tdi dich vu ho trd khdch hdng thanh cdng (nhdn dUpc trd Idi cuo dien </i>
thogi vien trong vdng 60s) >=80%

n^afc!)-ji-j.iaHEjag"g"a

Truyen thdng thQc hien nIm 2008, cha't iQflng dich vu va CSKH ed ra't

nhieu bQde tien lac quan. Tl't e l ele ehi tieu dQpe do kiem eua mang di

ddng deu vQpt so vdi tieu chul'n Viet Nam'^' (nam 2007, cd mang di

ddng vin cdn chi tieu do kiem chQa dat chuan), trong dd, mpt sd ehi tieu

da dat d mQc rl't eao.

- Chi tieu ve cha't iQflng thoai: MobiFone tiep tue d i n dau vdi sddiem

II 3,522 - eao nhl't trong 5 mang di ddng dQpe do kiem; ke tiep la mang

Viettel dat 3,517 diem, VinaPhone 3,383 diem; S-Fone dat 3,14 diem;

E-Mobile eua EVN-Teleeom dat 3,025 diem.

- Ty le eudc gpi bi rdt: MobiFone cung cd ty le thi'p nhl't trong 3

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<i>^ </i>

<b>DIEN DAN TRAO DOI </b>

mang dien thoai sd dung cdng

nghe GSM(2): 0,29%; Viettel:

0,35%, VinaPhone: 0,5%; S-Fone:

0,45%; EVN-Teleeom: 0,64%.

- Ty le khieu nai cua khich

blng ve chl't iQflng djeh vu:

MobiFone I I 0,008; S-Fone I I

0,01; EVN-Teleeom la 0,0004.

- Ty le eudc gpi tdi dich vu hd

trfl khich hang (Call Center) thanh

cdng v l nhan dQflc t r i Idi eua dien

thoai vien trong vdng 60 gily:

MobiFone cung dat eao nhl't vdi ty

le 98,82%; Viettel 91,76%;

VinaPhone 85,88%; S-Fone

93,46%; EVN-Teleeom 9T,37%.

Ngoli ra, cdng t i c CSKH dae

biet phIt trien vdi d c chQflng

trinh khuyen mai, quIng d o ,

quan he cdng chung. Vi du nhQ

elc chQflng trinh "Chuc mQng sinh

nhat" (t|ng hoa hole qua cho cle

khich hang sd dung thue bao t r i

sau nhin ngly sinh nhat); cle

chQflng trinh tinh diem tich luy de

tang qui, tang cQde sd dung cho

cle thue bao (el t r i sau v l t r i

trQdc) deu dQpc ele mang GSM I p

dung; neu nhQ Mobifone cd

chQflng trinh "Ket ndi dai lau" thi

Viettel cd "Privilege" v l

VinaPhone cd Care Plus... Khdng

chi cd d e chQflng trinh thQdng

xuyen, ele mang di dpng edn tien

hinh ele chQflng trinh CSKH bd

sung dae biet dd'i vdi ele thue bao

ed cQde eao, thue bao llu nam...

nhQ viec td chQc gili Golf, bdc

tham trung thQdng xe hfli, hdi nghi

khach blng VIP...

Trong nam 2009, sQ canh tranh

giQa d c DN vien thdng qua cdng

tie CSKH mdi thQc sQ bung nd va

dQflc coi la nam CSKH vien thdng.

(2) Boo gom: rvipbifpne, Vinafone vd Viettel

VinaPhone dat mue tieu kinh doanh trong nam 2009 II can bang ca

3 mue tieu: CSKH, cha't iQflng dich vu va g i l cQdc. Cdng t i e CSKH dQpc

VinaPhone chu trpng bat dau bang mdt chien djeh thQc sQ hQdng tdi

khich blng nhQ cle gdi cQdc thdng minh, tiet kiem chfl tl't c l elc thue

bao. Mdi day, VinaPhone da cdng bd ra mat gdi cQde thdng minh v l tiet

kiem Talk 24 danh cho cle thue bao t r i sau cua mang.

MobiFone cung dQa ra ke hoach kha cu the trong viec tiep tue hoan

thien Cfl sd dQ lieu eua d c d e thue bao t r i trQdc de md rpng hPn nufa

dien CSKH; ddng thdi cung se md rpng, nang cao chat iQpng, da dang

hda hinh thQc v l ting 14-15% ngan sleh cho boat ddng CSKH so vdi

nam 2008.

Viettel cung dang danh mdt ngudn kinh phi kha I6n cho cdng tie

CSKH, d|c biet la dd'i vdi thue bao t r i sau vdi khoing 20% doanh thu

ma khich hang mang lai. DN nay I p dung nhieu hinh thQc nhQ 100%

khich hang dQflc cham sde giln tiep qua d c hinh thQc trQ tien vao

thdng blo cQdc v l gan 30% trong tdng sd gan 30 trieu khich blng dQpc

cham sde trQc tiep tai nha bang hinh thQc tang qua. Viettel cdn cd gan

10.000 nhin vien tren toan qudc tham gia vao cdng t i c CSKH, chiem

3/4 tdng nhin vien cua toan Tdng cdng ty.

NhQ vay, cung vdi canh tranh phIt trien thue bao, canh tranh trong

cdng t i c CSKH cua d c mang di ddng cung ngay d n g quyet liet nham

giO chan khach hang trung thanh vdi mang cua minh.

Tuy nhien, hieu nhQ the nao cho dung va du ve cdng tac CSKH va

d c d c h thQc CSKH cua d c DN thi v i n cdn nhieu dieu phli xem xet.

Hien nay, nhieu DN van nham lan giQa d c khIi niem ve dich vu khich

hang, xue tien b i n blng va sQ khle nhau trong npi ham nhQng khai

niem tren.

Theo ly thuyet marketing, dich vu khich hang (Customer Service) la

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cac dich vu bd sung td'i thieu di
kem theo s i n pham cdt Idi khi b i n
sin pham cho k h i c h hang. Trong
nghien cQu k h I i niem e l e el'p dp
sin pham, dich vu k h i c h b l n g
thupc v I o el'p dp 3, I I b l n g h o i
bd sung, nang eao. Dich vu k h i c h
hang bao gdm d c dich vu b l o
hanh, sda chQa, hinh thQc thanh
toan, giao b l n g tai n h i , lap dat,
hua'n luyen, tQ v i n iQa chpn sQ

dung sin pham, cung cap day du
thong tin ve s i n pham,... nham
lam tang them g i l tri eua s i n
pham cdt Idi, giup k h i c h b l n g
tien Ipi hfln, b l i Idng hon.

Xue tien (Promotion) I I e l e
hoat dpng truyen tin ve s i n pham
va bin t h i n D N tdi k h i c h hang
nham thuyet phuc hp tin tQdng va
mua sin phl'm; bao gdm e l e hoat
dpng quIng d o , quan he vdi cdng
chung, tuyen truydn, khuyen mai
va bin hIng trQc tiep.

Tuy nhien, k h I i niem CSKH
(Customer Care) cd pham tru rdng
hfln so vdi djeh vu k h i c h b l n g v l
bao gom nhQng d | c diem trong
hoat ddng xue tien b i n b l n g .
CSKH cd the hieu I I t i t e l nhQng
gl m l mpt D N e i n p h l i lam de
dap Qng nhu eau v l mong dpi eua
khach hIng, nham mue dich giQ
cac khich b l n g hien cd. Nhieu
DN cho rang viee tQ v i n s i n
phIm, giao h I n g tan n h i hay b l o
dudng sin pham I I da thQc hien
du cong t i c CSKH. Tuy nhien, e l e
hoat ddng tren ehi I I mdt p h i n

trong CSKH hay dung hfln chi la
hoat ddng trong dich vu k h i c h
hang. NhQ phan tich d tren, d c
DN vidn thdng chu yeu ehu trpng
de'n cdng t i e CSKH thdng qua
chat iQflng dich vu, thdng qua dpi
ngu b i n h I n g trQc tiep, khuyen

mai, q u I n g d o v l e l e boat ddng quan he cdng ehung. NhQng cdng cu
n l y thQc c h i t thupe chQflng trinh xue tien, tuy nhien, hieu q u i eua c l e
boat dpng n l y cung ed ddng gdp v I o cdng t i c CSKH, do v | y , khi nghi
den CSKH c l e DN nghT ngay de'n viec sQ dung c l e cdng cu tren. C I c h
hieu n l y d i n den viee thQc hien cdng t i e CSKH dd bi an v l chdng cheo
vdi e l c boat ddng marketing k h l e v l khdng dQflc thQc hien mpt e l e h
tdng the v l d l y du. Ket q u i I I hieu q u i eua cdng t i c CSKH khdng dQpc
p h I t huy td'i da.

Diem k h l e biet co b i n trong k h I i niem CSKH ehinh I I d mue dich
eua boat ddng n l y n h l m d i p Qng nhu c l u v l mong dpi eua k h i c h h I n g .
Vi vay, dieu quan trpng n h i t trong CSKH I I D N can hieu v l nam bat e l e
nhu e i u eua k h i c h h I n g de dQa ra e l e hanh ddng phu hpp. Lang nghe
k h i c h b l n g ed the dQpc thQc hien bang nhieu e l e h , vi du thdng qua d c
m l u tham dd khieh b l n g , e l e mau qua tang v l khIo sit sQ thda man
eua k h i c h hIng. Hien da cd mdt so D N cd c l e chuyen vien ve ITnh vQc
n l y de d i m b l o Ipi ieh eua k h i c h hang cung nhQ cua chinh D N .

TQ viec hieu k h i c h hang, DN e i n p h l i ehu trpng tdi tQng khia canh
cua s i n pham va dich vu m l D N cung c i p de d i p Qng nhu cau k h i c h
b l n g , ddng thdi c i n ehu y de'n 3 yeu td then chd't:

- C l e yeu td ve s i n pham: s i n p h i m cung c i p d i m b l o c h i t iQflng
v l g i l e l hflp ly, bang hoac cd uU the hfln ddi thu canh tranh.

- C l e yeu td thuan tien: s i n pham p h l n phdi rdng rai, kip thdi, thu|n
tien cho viee d i p Qng nhu e i u k h i c h b l n g .

- C l e yeu td ve eon ngQdi: phong e l e h phue vu k h i c h b l n g tan tinh,
ehu d I o , cdi md v l c i n nam bat, d i p Qng dQflc nhu e i u eua k h i c h b l n g .
NhQ v l y , de cdng t i c CSKH dQflc h o l n h l o , c l e DN c i n cham chut,
h o l n thien d mpi m|t, mpi khIu eija q u i trinh cung c i p s i n pham v l
dich vu tdi k h i c h hang. Q u i trinh n l y ehi e i n sP suit d mdt khIu n I o
dd thi t i t c l t h I n h q u i eua he thd'ng se I I vd nghTa v l khdng dat mue
tieu mong dpi eua D N . Dd'i vdi e l c mang thdng tin di ddng Viet Nam
hien nay, DN h o l n t o l n ed the hoan thien he thd'ng CSKH tren nen t i n g
he thd'ng CSKH s i n ed v l h o l n thien d mpt sd m | t sau:

<i><b>(1) Cham sdc nhan vien cung nhit CSKH </b></i>

Theo e l e h truyen thd'ng, e l e D N ehu yeu t | p tnjng v I o CSKH ben
ngoli v l h i u nhQ khdng xem xet den quan he tQOng t i e giQa c l e phdng
trong D N vdi nhau. Dieu nay dan den e l e boat ddng eua cdng ty thQc
hien rdi rac, giQa d c phdng, ban khdng ed sQ hd trfl, h i n h ddng vi mue
tieu ehung. Xu hQdng q u I n ly c h i t iQflng hien nay I I DN can ehu trpng
e l e ndi dung e l ve khIeh b l n g ben trong v l ben ngoai. C l i thien e l e
mdi quan he ndi bd se hd trfl viec cung d p td't hfln dich vu k h i c h hang
ben n g o l i , g i l m thdi gian lanh dao, gia t i n g c h i t iQQng v l k h i n l n g tiep
can khIeh b l n g . Md hinh "Service - Profit Chain" do TrQdng Doanh
nghiep Havard p h I t trien n h i n manh quan he khep kin giQa n h i n vien,
k h i c h h I n g v l lanh dao. C l e nhan vien khdng ed sQ td chQc, dao tao se
khdng dam b l o thQc hien td't dich vu k h i c h b l n g , dieu n l y se khien

k h i c h b l n g rdi bd D N . C l e ehinh sleh p h l i dQpe thQc hien n h l m thu

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<i><b>^ </b></i>

<b>DIEN DAN TRAO DOI </b>

hut, ddng vien v l giQ n h i n vien
nhQ I p dung vdi k h i c h b l n g , mdt
e l e h cfl b i n nha't I I sQ quan tam
eua l i n h dao, bao gdm c l sQ ddng
vien, khich le c l ve vat c h i t l l n
tinh than.

<i><b>(2) Xay difng he thdng CSKH </b></i>
<i><b>chuyen nghiep </b></i>

Hien nay, hinh thQc CSKH
thdng qua e l e Trung tam t r i Idi
k h i c h b l n g (Call center) da td ra
khdng edn phu hpp do ban che
trong hinh thQc giao tiep vdi k h i c h
hang (ehu yeu bang dien thoai).
BQde p h I t trien cao hfln eua cdng
t i e CSKH I I thdng qua e l e Trung
tam CSKH chuyen nghiep
(Contact center). Hoat ddng eua
Trung t i m I I sQ ket hflp thd'ng nha't
e l c phQflng thQc tQflng t i e vdi
k h i c h b l n g , tQ dien thoai, e-mail,
website cho de'n hinh thQc chat
(dd'i thoai trQc tie'p) hay gdi tin

nhan tQc thdi. Trung tam CSKH
chuyen nghiep cho phep kiem
solt tQflng t i e giQa k h i c h hang vdi
D N mdt d c h t o l n dien. Day I I
e i u nd'i giQa k h i c h b l n g v l D N ,
nfli t i p trung xQ ly mpi yeu e i u
cua k h i c h b l n g

Den thdi diem nay, h i u het
e l e "ten tudi" Idn tren the gidi ve
iTnh vQc VoIP cd m | t tai Viet Nam
nhQ Cisco, Avaya, Nortel, 3Com,
Alcatel-Lucent, Siemens... deu cd
he thd'ng Tmng t i m CSKH chuyen
nghiep. C l e he thd'ng cdng nghe
eua hp ed nhQng d | e thu khac
nhau nhQng nhin chung deu cho
phep tQflng t i e vdi h i u het e l c
p h i n mem q u I n ly quan he k h i c h
b l n g (CRM). He thdng CSKH
chuyen nghiep hien dang dQflc
Qng dung v l p h I t trien td't trong
d e iTnh vQc n g I n h I n g (vdi sQ
p h I t trien cua d c loai the ATM),

b l o hiem v l cung se I I iQa chpn
thich hflp cho c l e nha cung cap
dich vu vien thdng trong giai doan
hien nay.

Tuy nhien, viec da dang hda
e l c kenh giao tiep vdi k h i c h hang
ehi la sQ iQa chpn ve mat cdng
nghe, ky t h u l t . He thdng chi thQc
sQ p h I t huy hieu q u i trong cdng
t i e CSKH khi e l e ky nang cham
sdc cua nhan vien dQflc h o l n
thien. V i du, khi giafl tiep vdi
k h i c h hang qua dien thflai, nhan
vien e i n ehu y den gipng ndi cua
chinh minh, cQdng dp v l trQdng
dp gipng ndi se quyet dinh 8 6 %
hieu q u i ma thdng diep m i n h
mudn truyen t l i . Khi giao tiep qua
e-mail nhan vien cung c i n chu y
den ngdn tQ, ehu de va d c h h i n h
v l n sao cho chuyen nghiep. Ndi
dung e-mail ngan gpn, ngdn ngQ
Iich sQ t r i n h d c ldi ve chinh t l
nhQng v i n d i m b l o d c thdng
diep dQflc truyen t l i day d u .
Khdng ngQng n l n g eao chat iQflng
giao tiep cua n h i n vien, iQa chpn
e l e kenh giao tiep phu hflp vdi
tQng ddi tQflng k h i c h hang cung
nghe thuat lang nghe se giup D N
t h I n h cdng trong cdng t i c CSKH
cCia minh.

<i><b>(3) Sir dung dich vu thue ngoai </b></i>

<i><b>(Outsource) </b></i>

Mdt k h I o s i t mdi day ddi vdi
e l e td chQc t l i ehinh Idn d Ha Npi
chfl biet, h i u het d c D N deu cd
ke hoach dau tQ cho He thd'ng
CSKH chuyen nghiep. Trong d d ,
6 0 % D N cd ke hoach xay dQng
trong vdng 6 t h i n g tdi, 3 0 % dat ke
hoach thQc hien trong vdng 1 nam
tdi va k h o i n g 1 0 % cdn lai cung
len ke hoach dau tQ trong 2 nam
tdi. K h I o sat nay cdn dQa ra thdng
tin dang chu y la cd k h f l i n g 7 0 %

d c td chQc t l i ehinh dQ kien se
thue ngoai ddi vdi dich vu CSKH.

D N thue ngoai se thay DN
giao dich trQc tuyen vdi ddng d I o
khach hang cung mpt luc: b i n
b l n g , q u I n g b l D N , tQ van, g i l i
d i p thac mac, xQ ly thdng tin cho
k h i c h hang ve s i n pham, dich
vu, d c che dp b l o hanh, hau
mai,... K h i c h h I n g se t h i y hai
Idng khi nhu cau dQflc d i p Qng
nhanh chdng, dQflc hd trp mdt
d c h hieu q u i va dieu quan trpng
la thQc sQ d m t h i y minh la

"thQflng d e " . Ddi vdi D N , viee suf
dung dich vu thue ngoai se tao
dQng dQflc phong d c h kinh
doanh cao cap trong dieu kien
canh tranh gay gat hien nay; ddng
thdi D N tiet kiem dQflc nhieu chi
p h i de cd he thd'ng CSKH nhQ: ehi
p h i d i u tQ cfl sd ha t i n g , tuyen
dung, d I o tao nhan sQ de tQ v i n ,
g i l i dap k h i c h b l n g , . . . Theo dd,
c l e D N se ed k h i nang dem lai
dich vu CSKH hoan h l o hfln, sd
hQu nhQng thdng tin tap trung
n h i t ve c l e khach h I n g Id cung
nhQ d c ddi t i c Idn, nhanh chdng
p h I t hien va x d ly sQ cd. TQ dd,
D N tan dung tdi da mpi ngudn iQc
cao cap de tap trung v I o chien
iQflc kinh doanh cdt Idi cua minh.
Tuy nhien, mdi hinh thQc deu cd
uU d i e m v l nhUfle diem rieng.
M d i D N c i n can cQ vao tinh hinh
t l i c h i n h , n h i n sQ cua minh de cd
the iQa chpn g i l i p h l p : tQ trien
khai h o l e thue k h o l n ben ngoli
de thQc hien cdng t i e CSKH cho
phu hpp. D i e m cd't yeu la D N dat
muc tieu cudi cung la CSKH hoan
h l o , d i p Qng nhu cau, mong
mud'n cua k h i c h hang, giQ dQflc

k h i c h b l n g hien ed va thu hut
them nhOng k h i c h h I n g mdi.D

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