Quản trị quan hệ khách hàng trong kinh doanh thương mại bán lẻ

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QUAN TRI KINH DOANH

<b>CLAN I P ! ClAN HE KWA8H hANO </b>

<i><b>imm KINH acANH</b></i>

<b> THUCNG M A I BAN LE </b>

<b>Phan Thi Thu Hoai * </b>

<i>^ ^ = ^ uan tn quan he khach hang la mdt trong nhOng hudng phat trien mdi cua cac doanh nghiep, </i>
<i>C . ^ / / a tdet ly quan tn trong hoat ddng kinh doanh va gdp phan giOp cho cac nha kinh doanh ban </i>

<i>le daTdddc ldi the kinh tetheo pham vi, nhd dd cd the gianh dOdc ldi the canh tranh tren thj trodng. Quan </i>
<i>trj quan he khach hang trong ban le cd nhOng dac trung khac vdi quan tn, quan he khach hang trong </i>
<i>cac Unh voc khac va can phai thOc hien theo mdt tien trinh nhat djnh de dat tdi dich cudi cung la thanh </i>
<i>cdng trong kinh doanh. Trong dieu ki$n canh tranh cua nganh kinh doanh ban le dang bao hda hien nay, </i>
<i>cac nha ban le can van dung triet ly nay tren gdc do khac nhau tO xac lap muc tieu, khac biet hda chao </i>
<i>hang tdi cac khach hang, tao ra mdi trudng hoc hoi lab nhau giOa khach hang va nha ban le, thuc hien </i>
<i>ddi mdi khdng ngOng va ludn tao ra gia tn cho khach hang ddng thdi can tao dieu kien thudn ldi nhat de </i>
<i>dam bao cd the thUc hien trao ddi tUdng tacgiOa doanh nghiep va cOa hang ban le vdi cac khach hang. </i>

1. Dac trUng hoat ddng quan tr| quan he vdi
khach hang cua cac nha ban le

Theo truyen thdng, cac nha lam marketing ban
le thudng theo dudi de dat dupc th| phan nhd dd
cd the gianh dUpc Ipi the kinh te theo quy md.
PhUdng thOc kinh doanh nay d mdt gdc dp nao dd
la hpp ly, nhung xet cho cung phUdng thUc
mar-keting dai tra nay da de lang phi mot ngudn loc
tOdng ddi Idn. ThOc te cho thay, de thu hut mot
khach hang mdi phai bd ra mdt khoan chi phi cao

gap 10 lan khoan chi phi dung de lOu giO mot
khach hang hien tai. Ddng thdi, cac nha ban le
thay rang can phai khai thac tdt nhat gia tri khoang
thdi gian hpp tac cua doanh nghiep vdi khach
hang ke ca khach hang cua hp la nhOng ca nhan
va hd gia dinh nhd le, vi vay hien nay cac nha lam
marketing ban le thodng theo dudi song song ca
hai chien lOpc marketing la theo dudi th| phan cua
th| trudng va dac biet phai theo dudi th| phan cua
khach hang, nghTa la khai thac tdt hdn tOng khach
hang ddi vdi hoat ddng ban le cua minh de lam the
nao mdt khach hang mua modi san pham (tOc la
dat dope ldi the theo pham vi) chO khdng phai chi
ciiu y tdi viec thu hut modi khach hang va mdi
khach hang chi mua mdt san pham (tOc la dat ldi
the kinh te theo quy md). Tuy nhien, mOc dp khai
thac nhOng khach hang hien tai cua cac nha lam

marketing ban le lai phu thudc vao quan he cua hp
vdi khach hang. Cac nha lam marketing ban le
thoc hidn td chOc cac no" lOc marketing theo cac
chOdng trinh thu hut va lUu giO cac khach hang de
cd the tdi da hda thu nhap cua nha "ban le trong
khoang thdi gian quan he vdi cac khach hang cua
hp. Cac nha lam marketing ban le cd gang tang
hieu qua hoat ddng cua minh tren cd sd gia tang
ty le khach hang mua lap lai, gia tang cac khgch
hang trung thanh va so gan ket cua hp vdi cac nha
ban le. De dat dope dieu nay cac nha ban le phai
xay dong so tin todng ddi vdi khach hang, xay

dOng va gia tang so quen thupc ddi vdi khach
hang va nudi dOdng quan he dai han vdi hp, ludn
xay dong va quan tr| mdi quan he tOdng tac vdi
khach hang de dam bao mpi hoat ddng phai
hodng tdi phuc vu tdt cho khach hang. Trong
khoang thdi gian quan he vdi khach hang cac nha
lam marketing ban le phai tdi da hda nhOng ddng
gdp cua tOng khach hang vao Ipi nhuan tong the
cua doanh nghiep.

Ddi vdi cac nha ban le, khach hang cua hp la
cac ca nhan va cac hp gia dinh nen cd sd lupng
khach hang Idn ddng thdi cd dac diem nhan kiiau

<i>PGS. TS., Trudng Dai hpc Thuong mai </i>

KHOA HOC

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<b>TRI KINH D I </b>

hpc, dSc diem tam ly het sOc da dang. Hdn nOa,
sd lan mua hang cua nhOng khach hang mua le
thodng nhd, do dd viec nam bat dcic diem, theo ddi
so thay ddi nhu cau, hoan canh cua khach hang
theo thdi gian, thoc hien cac djch vu sau ban va
<i>quan he tUdng tac Hinh 1: Qua trinh va cac giai </i>
vdi khach hang cd

tinh dieh tien khd
khan hdn nhieu so

vdi cac nha kinh
doanh ban budn vdi
cac khach hang cd
sd lupng Idn hdn va
mua tap trung hdn.
Dac biet, vdi cac

khach hang cua nha ban le thi do sd thich va th|
hieu thay ddi nen mong mudn, yeu cau vdi dang
san pham lai cd so thay ddi theo lOa tudi, theo giai
doan khac nhau cua chu ky ddi sdng, hoac trong
qua trinh sinh trudng va thay ddi nghe nghiep,
hoan canh sdng cua cac ca nhan va cac thanh
vien trong hp gia dinh. Vay nen, trong qua trinh
quan tr| quan he vdi khach hang ddi hdi cac nha
ban le can nhan dang, nam bat dupe nhOng thay
ddi nay va cac tac ddng cua no tdi hanh vi mua
cua khach hang de dieu chinh cac chUdng trinh
marketing hdn hpp cho phO hpp vdi tOng ca nhan
khach hang va tOng hp gia dinh theo tOng giai
doan. So vdi cac nha ban budn, cac nha ban le
gap khd khan hdn nhieu trong nam bat thong tin
khach hang, phan doan khach hang, theo doi
nhOng thay ddi cua khach hang... vi vay cac nha
ban le can cd nhOng phUdng thOc thich hpp de thu
thap thdng tin ve khach hang, theo ddi nhOng thay
ddi ve hanh vi mua, cd nhOng cdng cu giup nhan
dang k|p thdi sU chuyen ddi tO giai doan nay sang
giai doan khac cua chu ky ddi sdng cac ca nhan
va hd gia dinh. Ngoai ra, do cac nha ban le cd sd

lupng khach hang Idn, yeu cau da dang, phOc tap
va khach hang phan tan, cho nen viec dieu chinh
chUdng trinh marketing cd tinh ca nhan hda cao
va viec dam bao dat hieu qua chi phi trong hoat
ddng quan tr| quan he vdi khach hang cua hp thoc
SO khd khan hdn nhieu cac nha kinh doanh vdi cac
khach hang td chOc. Vi vay, cac nha ban le ngoai
viec ap dung nhOng phOdng phap thoc hien cac
hoat ddng marketing cd tinh ca nhan hda cao cdn
phai phu hpp vdi tiem nang Ipi nhuan ma ca nhan
cac khach hang va cac hp gia dinh cd kha nang
mang lai.

2. Cac budc cua quan tr| quan h$ khach hang
Quan tri quan he vdi khach hang cua cac nha
ban le thudng bao gdm cac hoat ddng khac
nhau theo mdt trinh to nhat dmh dope bieu dieii
trong hinh 1.

<i>doan quan tn quan he khach hang cua nha ban le </i>

<i>Bodc 1, djnh hodng khach hang: toan bd </i>

doanh nghiep hay cOa hang ban le phai cd suy
nghT va hanh ddng tap trung vao cac nhu cau,
mong mudn va khd khan cua khach hang hien tai
cung nhu tiem nang. De dam bao cd the thoc hien
dieu nay nha ban le phai cd tri thOc day du va
thdng tin chinh xac ddi vdi th| trudng, san pham,
ddi thu canh tranh va dac biet la cac khach hang.

<i>Bodc 2, tap trung vao chat lodng san pham va </i>
<i>djch vu: yeu td quan trpng cd the thanh cdng dUdc </i>

la chat lupng san pham va d|ch vu cua nha ban le
phai dam bao trong tUdng quan vdi cac ddi thu
canh tranh. Cac nha ban le can phai phdi hpp
nhOng hieu biet ve nhu cau cua khach hang vao
trong giai doan thiet ke chung loai m§t hang ban
le, nghTa la tim kiem cac chung loai san pham
thich hpp cho cac khach hang hien tai va tiem
nang cua nha ban le.

<i>Bodc 3, khach hang thoa man: sau khi khach </i>

hang mua va sO dung san pham d|ch vu, nha ban
le phai dam bao khach hang thoa man vdi san
pham va djch vu ma minh cung cap. Chi khi khach
hang dat dupc mOc dp thoa man cao thi hp mdi cd
the tien hanh mua lan sau hay lap lai mua nhieu
lan trd thanh khach hang thudng xuyen, ddng thdi
hp se gidi thieu nha ban le vdi nhOng ngudi khac.

<i>Bodc 4, lou giO khach hang: yeu td then chdt </i>

trong xay dOng cac khach hang thodng xuyen la
phai dam bao dUdc so thoa man cua khach hang.
Cac nha ban le thudng phai thOc hien chinh xac
cac hoat ddng cua hp thich Ong vdi y tOdng va
mong mudn cua cac khach hang, tham chi cdn

quan tri cac hoat ddng nay de cd the dap Ong cao
hdn nhu cau cua khach hang, tao ra sU thoa man
cao nhd dd cd the tao l$p dope cd sd de phat trien

So 37/2010

_KHOA HOC

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<b>QUAN TRI KINH DO/ </b>

hoat ddng kinh doanh trong tOdng lai.

<i>Bodc 5, gia'in cua khach hang va so thanh </i>
<i>cdng cua nha ban le: den giai doan nay nha ban </i>

le tao lap dope mdi quan he ben chat vdi khach
hang, mdi quan he nay cd anh hudng rat Idn tdi Ipi
nhuan cua nha ban le. Lpi nhuan trung binh tren
mdt khach hang cua nha ban le se gia tang cung
vdi so gia tang cua mdi quan he khach hang vdi
nha ban le, nen cac nha ban le phai phan dau dat
tdi giai doan nay.

3. Van dung quan tr| quan h§ khach hang cua
cac nija kinh doanh thUdng mai ban le nUdc ta

De thanh cong trong viec khai thac moi quan
he vdi khach hang cac nha lam marketing ban le
nudc ta phai dap Ong cac yeu cau sau:

<i>ThO nhat, xac dinh muc tieu ddi vdi hoat ddng </i>
<i>marketing ban le </i>

Ddi vdi cac nh^ '•^m marketing ban le khi thoc
hien quan tri quan he vdi khach hang thodng phai
dat ra muc tieu la thoc hien Idi keo va ban hang
cho khach hang, xay dOng quan he vdi khach
hang tuy theo tiem nang Ipi nhuan khach hang
mang lai. Cac nha ban le khdng nen chi quan tam
den mOc Ipi nhuan hien tai cua khach hang mang
lai cho minh ma can quan tam tdi cac tiem nang
Ipi nhuan cua hp. Mot sd khach hang Ipi nhuan
hien tai mang lai thap nhong tiem nang Ipi nhuan
lai rat cao nho cac khach hang hien la sinh vien
dai hpc thudc mdt sd nganh nghe cd thu nhap cao
trong xa hdi, day la ddi tupng can tap trung khai
thac trong tUdng lai. Vi vay cac doanh nghiep hay
cOa hang ban le can quan tam tdi cac thdng tin
chinh xac ve mOc Ipi nhuan hien tai va tiem nang
Ipi nhuan trong tOdng lai cua cac khach hang khac
nhau de tO dd cd cac bien phap Ong xO cho thich
hpp. Hinh 2 la mot trong nhOng cp sd de nha ban
le phan loai khach hang va loa chpn nhOng quyet
dmh dau tu va xay dOng quan he cho thich hdp vdi
cac phan doan khac nhau.

<i>Hinh 2: Phan doan khach hang theo ldi nhuan khach hang mang lai </i>
[=han tlcti tiem nang Igi nliu?n khach hang

mang lai cho nha ban IS

<i>Han che Dangke </i>

MJK:ldnhu$n
hiatal khach [lang mang lai

cho nha ban le

<i>Cao </i>

<i>Mp </i>

Baovevaduytri

QLiantnvaloaibo

Tinh the duacua thich
nhat-khai thac
I S da hoa

Ngoai ra, vdi cac khach hang hien tai, cac nha
lam marketing can nhan dang va danh gia dupc
trong sd hp nhdm nao cd dieu kien, cd kha nang
tai dat mua va phai dat ra muc tieu, tim kiem bien
phap de cung cd, thuc day cac khach hang tai d§t
mua. Cac nha lam marketing ban le can len ke
hoach de quan tr| cac lan mua lap lai cua khach
hang nham dat dupc muc tieu khai thac tdi da
quan he vdi khach hang.

<i>ThO hai, van dung bien phap marketing ban le </i>
<i>khac biet hda </i>

Sau khi nhan dang nhOng nhdm khach hang
khac nhau, cac nha lam marketing ban le can
nhan dang, xac djnh dupc dac diem ca nhan cua
khach hang hien tai va tiem nang, ddng thdi thuc
hien cac bien phap marketing khac biet hda tdi
nhOng nhdm nay tren cd sd khac biet hda mOc gia
tr| cua khach hang ddi vdi cOa hang hay doanh
nghiep thOdng mai ban le va dac diem nhu cau
cua ban than khach hang. Khac biet hda theo
hudng tien tdi khach hang hda va ca nhan hda
hoat ddng marketing ddi vdi khach hang de cac •
chao hang, Ong xO marketing ban le phu hpp vdi
khach hang d tOng san pham, d|ch vu chao ban tdi
khach hang.

Cac nha lam marketing ban le cung can thudng
xuyen theo ddi, nhan dang khach hang de dOa ra
cac chao hang thich Ong giOa cac san pham, d|ch
vu cua nha ban le vdi nhu cau cua khach hang va
thoc hien cac bien phap to van cho khach hang,
thuyet phuc khach hang theo nhOng phOdng each
cd tinh ca nhan hda cho tOng khach hang. Cac
nha lam marketing ban le can thoc hien hoat ddng
marketing chu ddng ddi vdi cac khach hang mua
lai va khach hang trien vpng nham thuc day hp
thoc hien hoat ddng mua lai.

Hoat ddng marketing ban le cung phai dUpc
triet de phan cap theo tam quan trpng cua khach
hang ddi vdi cOa hang hay ddi vdi doanh nghiep

ban le, dd la cd sd de phan
bd ngudn loc cua hoat ddng
marketing ban le, tO do cung
cap cho hp nhOng kinh
nghiem mua sam khac biet
hda vdi cac nhdm khach
hang khac. Cac doanh
nghiep thOdng mai ban le
can tap trung tren hai gdc dp
la can phai ghi nhd cac
thdng tin ve dSc diem nhan

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<i><b>im mMH D </b></i>

khau hpc, nhu cau cua khach hang va ghi nhd hd
khach hang de nhac nhd hp nhOng thdi diem ma
nhu cau mua sam cua hp se cd nhOng thay ddi
hoac dieu chinh. De cd the khai thac tdt gia tn
khoang thdi gian quan he vdi khach hang cac nha
ban le can thuc hien quan tn va dieu chinh hoat
ddng marketing ban le theo cac phan doan khach
hang khac nhau, theo giai doan cua chu ky cudc
sdng va theo nhu cau cua khach hang. Chi l<hi lam
dupc dieu nay cac nha lam marketing ban le mdi
tao ra dupc ly do xac dang, vOng chac ma ddi thu
canh tranh khd cd the tan cdng dupc, tO dd tap
trung thuc day khach hang mong mudn thoc hien
giao d!ch vdi nha ban le.

De thoc hien quan tr| quan he khach hang, cac

nha ban le can khai thac tdt hdn cac thdng tin thu
thap dupc de cd the ket hdp giOa viec xay dong
chOdng trinh marketing cd tinh ca nhan hda vdi
cac khach hang va cac hp gia dinh vdi cac chOdng
trinh dai ngp khach hang. Cac thdng tin thu dupc
cho phep phan doan dupc khach hang theo tiem
nang Ipi nhuan hien tai va tiem nang ldi nhuan
tUdng lai cung nhu phan doan dupc theo dac diem
hanh vi mua cua khach hang nhu nhu cau, sd
thich cua khach hang. Cac phan doan nay la cd sd
de cd nhOng chUdng trinh marketing thich hdp vdi
dac diem cua khach hang va la cd sd de xac dmh
mOc dp dau tu cua nha ban le cho tOng phan doan
khach hang theo tiem nang Ipi nhuan cua hp. Mot
trong nhOng bien phap ddn gian nhat de phan
doan khach hang theo tiem nang Ipi nhuan hien tai
la cac nha ban le phan doan khach hang theo khdi
lupng hang hda tich ddn ma hp mua va phan biet
cac loai the khach hang khac nhau nhu the thdng
thudng, the bac hoac the vang. ChUPng trinh uu
dai cac nhdm the khach hang phai khac nhau va
Ipi ich cua chUdng trinh xay dong ty le vdi tiem
nang ldi nhuan khach hang mang lai.

Ngoai ra, tren cd sd cac thdng tin ve hch sO
mua sam cua cac khach hang, nha ban le cd the
du bao dupc hanh vi mua cua khach hang de cd
nhOng chao hang thich hpp tdi cac khach hang
tren cd sd van dung bd sung cac cdng cu
market-ing troc tiep cd the tOdng tac vdi khach liang nhO

e - mail, dien thoai' cd dmh hoac dien thoai di
ddng, thO chao hang trOc tiep... TO dd, cac nha
ban le cd the do bao dope cac san pham hang hda
ma khach hang quan tam, cac san pham bd trp vdi
san pham hang hda hp thodng mua, nhOng thay
ddi nhu cau va th| hieu de dieu chinh chao hang

So 37/2010

cua minh, cd bien phap thdng tin va Idi keo khach
hang. Vi du nhu khi con cua khach hang chuyen
to giai doan dodi 6 thang tudi len giai doan tO 6
thang den 1 tudi thi loai sOa bdt danh cho be se
thay ddi va nha ban le can cd tho nhac nhd khach
hang. Hoac vdi chung loai hang hda ma khach
hang thudng mua, nha ban le cd nhOng thOdng
hieu mdi hoac san pham mdi cung cd the gOi thU
chao hang nhOng thay ddi tdi cac khach hang.
Ngoai ra, viec trOng bay hang hda d cOa hang ban
le, cac hoat ddng xuc tien vdi cac khach hang
cung dupc thoc hien tren cd sd cac thdng tin thu
dupc ve sd thich va th| hieu cua khach hang, qua
dd the hien sO cham sdc cua nha ban le dupc
thich Ong mot each dieh tien vdi d3c diem cua
tOng khach hang trong toan bp qua trinh quan he
cua nha ban le vdi khach hang. Thoc hien dope
dieu dd se gdp phan thoa man cao nhu cau cua
khach hang vdi cac san pham va d|ch vu cua nha
ban le, day la tien de tao so trung thanh cua khach
hang va khai thac tdi da tiem nang mua sam cua

tOng khach hang.

<i>ThO ba, tao mdi trodng de nha ban le va khach </i>
<i>hang thoc hien hoc hoi lan nhau </i>

Cac nha lam marketing ban le ngoai viec thoc
hien cac hoat ddng marketing ban le khac biet hda
theo khach hang cdn phai xay dong cac kenh
thdng tin giao tiep troc tiep vdi khach hang de cd
the thu thap thdng tin phan hdi tO khach hang ve
cac chao hang va chOdng trinh marketing ban ie
ddi vdi hp. Ben canh dd, kenh thong tin nay cung
phai gdp phan giup khach hang cd the chu ddng
va theo cac phUdng thOc an toan de ludn cap nhat
dupc nhOng thdng tin ve san pham, ve cac nha
marketing ban le. Chinh so trao ddi thdng tin tOdng
tac nay se lam cho cac nha lam marketing ban le
hieu dope khach hang tdt hPn ddi thu canh tranh
va chuyen hda nhOng hieu biet nay thanh hanh
ddng nhanh hdn, tOc la chuyen thanh cac chUdng
trinh marketing thich hdp vdi khach hang. Day la
mot trong nhOng diem quan trpng de gianh dupc
Ipi the canh tranh so vdi cac ddi thu.

<i>ThO to, cac nha lam marketing ban le phai thoc </i>
<i>hien ddi mdi khdng ngOng de cd the tao ra cac gia </i>
<i>tn mdi cho khach hang </i>

Gia tri thoc so chi cd the tao ra cho khach hang
khi cac nha lam marketing ban le thoc hien khai thac

triet de cac hieu biet cua hp ddi vdi khach hang de
tao ra nhOng ddi mdi dap Ong dope nhu cau cua
khach hang mot each chu ddng hdn va tdt hdn. Doa

_KHOA HOC ' ^

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<b>QUAN TRI KINH DOANH </b>

tren nhOng hieu biet ve khach hang ma cac nha lam
marketing ban le chi tao ra nhOng gi ma khach hang
can va chuyen hda nhOng yeu td nay thanh cac ddi
mdi, cai bien san pham, d|ch vu va chi tap trung vao
so ddi mdi thi mdi cd the tao ra so phat trien hOu cd
va tang dupc so thich Ong cua nha ban le vdi tinh
hinh chu ky sdng cua cac san pham nay ngay cang
ngan hdn. Cac nha lam marketing can phai nam rd
cac nhan td tac dong tdi nhu cau cua khach hang
bao gdm ai cd nhu cau ddi vdi san pham, khi nao hp
can tdi cac san pham nay, hp can tdi no d ndi nao ve
d|a diem cung nhu ndi nao tren gia bay hang, va hp
can tdi bao nhieu.

<i>ThO nam, tao lap dieu kien cd sd thuc hien </i>
<i>quan tn quan he khach hang cua nha ban le </i>

Dieu kien de giup cac nha lam marketing ban le
thoc hien quan tr| quan he khach hang thanh cong la
phai thoc hien thu thap u iCng tin va dO lieu k|p thdi tao
ra cd sd dO lieu ve dac diem cua cac khach hang, thoc
hien thuc day cac hoat ddng ban hang dan cheo dOa

tren hd sd thdng tin ve khach hang, xay dong cac mdi
quan he ben chat vdi khach hang tao thanh cac cong
ddng khach hang thoc, tao dong he thong de khach
hang cd the to phuc vu, cd the chao ban tdi cac khach
hang thdng qua cac phUdng tien marketing trOc tiep
de tiet kiem thdi gian, cdng sOc cho khach hang va dat
dope hieu qua chi phi Idn hdn. Cac kenh thdng tin
tUdng tac vdi khach hang cd the tao lap ngay tai cOa
hang, dudng day ndng, hdm thU gdp y, cac trang web
va email, thu true tiep, cac cudc ndi chuyen...

Cac nha ban le can thu thap thdng tin cd ban,
can thiet ve cac khach hang lam cd sd thu thap,
lUu trO va phan tich dO lieu nham nhan dang nhu
cau va hanh vi mua. De lam dupe dieu nay cac
nha ban le Viet Nam nen khai thac chUdng trinh
The khach hang d cac cOa hang ban le cua minh.
Lan dau tien khach hang mua hang hp se dupc
dang ky the khach hang sau khi da cung cap day
du thdng tin can thiet ve ban than va gia dinh theo
mdt bieu ma'u thdng nhat ma nha ban le xay dOng
de dam bao cd dope cac thdng tin day du va ddng
bp. Mac du, nhieu nha ban le d Viet Nam da cd
cac chUdng trinh The khach hang tuy nhien viec
sO dung nhOng thdng tin thu dope ve khach hang
va qua trinh mua sam de tao thanh cac cd sd dO
lieu va khai thac trong chOdng trinh marketing thi
cdn rat it cac nha ban le thOc hien dope.

Cac nha ban le theo cac hinh thai ban le hien dai

cd cac dieu kien thuSn Ipi hPn nhieu so vdi nha ban
le theo hinh thai truyen thdng vi cd he thdng may

<i>KHOA HOC ^ ^ ^ ^ ^ ^ ^ _ ^ ^ ^ ^ _ ^ ^ _ _ ^ </i>

quet la mdt trong nhOng cdng cu hOu hieu trong thu
thap thdng tin va theo doi su dieh bien ve hanh vi va
hoat ddng mua sam cua cac khach hang.

De dam bao thu dUdc cac thdng tin ve khach
hang tren cd sd dieh tien, cac doanh nghiep
thUdng mai ban le nudc ta can phdi hpp hoat ddng
marketing truyen thdng va hoat dong marketing
troc tiep de dam bao so tudng tac trong trao ddi
thdng tin giOa nha marl<eting ban le vdi khach
hang, lam can cO thu thap thdng tin de dieu chinh,
thich Ong cac chao hang va hoat ddng marketing
k|p thdi theo nhOng thay ddi cua khach hang.

Nho vay, quan tr| quan he khach hang la mdt
trong nhOng hudng phat trien mdi cua cac doanh
nghiep dac biet la cac doanh nghiep thUdng mai
ban le trong dieu kien nganh kinh doanh ban le
bao hda, day la mot trong nhflng bien phap cd the
tao nang loc canh tranh cho cac doanh nghiep ban
le va dam bao duy tri, nang cao vi the cua doanh
nghiep tren th| t r o d n g . •

<i>Tai li$u tham khao: </i>

<i>1. Auto Origin report, Cutomer Relationship </i>

<i>Management, 2006. </i>

<i>2. Benjamin Scribner, CRM and retail industry, </i>
November 2001.

3. Gerhard Raab, Riad A. Ajami, Vidyaranya B.
<i>Gargeya, G. Jason Goddard, Customer </i>

<i>Relationship Management: A Global Perspective, </i>

Prentice Hall, 2010.

<i>4. GreaterChina CRM report, 2005, </i>

<i>Customer-centric Retailing. </i>

5. Microsoft Dynamics™ CRM report.

<i>Customer Relationship Management: The </i>
<i>Winning Strategy in a Challenging Economy, April </i>

8th, 2009.

6. SAS special report Competing as a 21st
<i>Century Retailer, Master the new realities of </i>

<i>cus-tomer relationship management, 2003. </i>

Summary

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