{"id":106,"date":"2019-12-27T15:47:42","date_gmt":"2019-12-27T15:47:42","guid":{"rendered":"http:\/\/itan.vn\/?p=106"},"modified":"2025-09-06T13:55:30","modified_gmt":"2025-09-06T13:55:30","slug":"bat-dau-voi-social-crm","status":"publish","type":"post","link":"https:\/\/itan.vn\/index.php\/2019\/12\/27\/bat-dau-voi-social-crm\/","title":{"rendered":"B\u1eaft \u0111\u1ea7u v\u1edbi Social CRM"},"content":{"rendered":"\n

Gi\u1edbi\nthi\u1ec7u<\/strong><\/p>\n\n\n\n

Ph\u1ea7n m\u1ec1m qu\u1ea3n l\u00fd kh\u00e1ch h\u00e0ng tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i\n(Social CRM) k\u1ebft h\u1ee3p kh\u1ea3 n\u0103ng qu\u1ea3n l\u00ed truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang v\u1edbi ph\u1ea7n m\u1ec1m qu\u1ea3n l\u00ed quan h\u1ec7 kh\u00e1ch h\u00e0ng truy\u1ec1n th\u1ed1ng (CRM) nh\u1eb1m gi\u00fap nh\u1eefng doanh nghi\u1ec7p thu h\u00fat kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd t\u1ed1t h\u01a1n. Phong tr\u00e0o n\u00e0y b\u1eaft \u0111\u1ea7u v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 nh\u00fang tr\u00ean n\u1ec1n web t\u1ea1i c\u00e1c b\u1ed9 ph\u1eadn quan h\u1ec7 c\u00f4ng ch\u00fang, nh\u01b0ng k\u1ef9 thu\u1eadt s\u01a1 khai nh\u1eefng nh\u00f3m n\u00e0y s\u1eed d\u1ee5ng nhanh ch\u00f3ng b\u1ed9c l\u1ed9 s\u1ef1 kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi t\u1ed1c \u0111\u1ed9 truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i hi\u1ec7n \u0111\u1ea1i. Nhu c\u1ea7u hi\u1ec3n nhi\u00ean n\u00e0y d\u1eabn \u0111\u1ebfn s\u1ef1 ra \u0111\u1eddi c\u1ee7a nh\u1eefng c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch x\u00e3 h\u1ed9i \u0111\u1ed9c l\u1eadp, v\u00e0 s\u1ef1 h\u1ee3p nh\u1ea5t nhanh ch\u00f3ng c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh v\u00e0 x\u00e3 h\u1ed9i \u0111\u00e3 g\u00e2y ra s\u1ef1 n\u00e1o nhi\u1ec7t trong c\u00e1c ho\u1ea1t \u0111\u1ed9ng thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a x\u00e3 h\u1ed9i b\u1edfi nh\u1eefng nh\u00e0 cung c\u1ea5p CRM l\u1edbn nh\u01b0 Salesforce v\u00e0 Oracle v\u00e0o n\u0103m 2012 v\u00e0 th\u00e1ng 1 n\u0103m 2013. M\u1ed9t s\u1ed1 c\u00f4ng ty \u0111\u00e3 \u01b0\u1edbc t\u00ednh t\u1ed5ng gi\u00e1 tr\u1ecb c\u1ee7a th\u1ecb tr\u01b0\u1eddng n\u00e0y l\u00ean \u0111\u1ebfn 9 t\u1ec9 USD v\u00e0o th\u00e1ng 2 n\u0103m 2018.<\/p>\n\n\n\n

M\u1eb7c d\u00f9 nh\u1eefng nh\u00e0 cung c\u1ea5p v\u00e0 nh\u1eefng nh\u00e0 l\u00e3nh \u0111\u1ea1o \u0111\u00e3 b\u01b0\u1edbc nh\u1eefng b\u01b0\u1edbc l\u1edbn trong\nvi\u1ec7c \u0111\u1ecbnh ngh\u0129a v\u00e0 ti\u00eau chu\u1ea9n h\u00f3a ph\u1ea7n m\u1ec1m SCRM,\nv\u1eabn c\u00f2n nhi\u1ec1u nh\u1eefng r\u1eafc r\u1ed1i v\u1ec1 nh\u1eefng \u0111\u1eb7c t\u00ednh\nv\u00e0 s\u1ea3n ph\u1ea9m \u0111\u00e3 t\u1ed3n t\u1ea1i. H\u01b0\u1edbng d\u1eabn n\u00e0y s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 h\u01a1n kh\u1ea3 n\u0103ng c\u1ee7a ph\u1ea7n m\u1ec1m SCRM, l\u00e0m c\u00e1ch n\u00e0o \u0111\u1ec3 khai th\u00e1c l\u1ee3i \u00edch cho c\u00f4ng ty c\u1ee7a b\u1ea1n, v\u00e0 l\u00e0m sao \u0111\u1ec3 ch\u1ecdn \u0111\u01b0\u1ee3c gi\u1ea3i ph\u00e1p SCRM t\u1ed1t nh\u1ea5t.<\/p>\n\n\n\n

\u0110\u1ecbnh\nngh\u0129a Social CRM (SCRM).<\/strong><\/p>\n\n\n\n

Trong h\u1ea7u h\u1ebft nh\u1eefng \u0111\u1ecbnh ngh\u0129a\nph\u1ed5 th\u00f4ng,\nSCRM c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 l\u00e0 b\u1ea5t k\u00ec h\u1ec7 th\u1ed1ng CRM n\u00e0o t\u00edch h\u1ee3p v\u1edbi t\u00ednh n\u0103ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i. Tuy nhi\u00ean, s\u1ef1 h\u1eefu d\u1ee5ng c\u1ee7a h\u1ec7 th\u1ed1ng b\u1ecb \u1ea3nh h\u01b0\u1edfng l\u1edbn b\u1edfi \u0111\u1ed9 s\u00e2u v\u00e0 \u0111\u1ed9 r\u1ed9ng c\u1ee7a s\u1ef1 h\u1ed9i nh\u1eadp x\u00e3 h\u1ed9i. N\u00f3i c\u00e1ch kh\u00e1c, vi\u1ec7c \u0111\u01a1n gi\u1ea3n li\u00ean k\u1ebft d\u1eef li\u1ec7u truy\u1ec1n th\u00f4ng t\u1edbi h\u1ed3 s\u01a1 t\u00e0i kho\u1ea3n s\u1ebd \u00edt h\u1eefu d\u1ee5ng h\u01a1n m\u1ed9t h\u1ec7 th\u1ed1ng k\u1ebft h\u1ee3p t\u00ednh n\u0103ng ph\u00e2n t\u00edch x\u00e3 h\u1ed9i (social analytics) v\u00e0 b\u00e1n h\u00e0ng x\u00e3 h\u1ed9i\n(social selling).<\/p>\n\n\n\n

Theo\ntruy\u1ec1n th\u1ed1ng, c\u00e1c doanh nghi\u1ec7p \u0111\u00e3 t\u1ed5 ch\u1ee9c t\u01b0\u01a1ng t\u00e1c kh\u00e1ch h\u00e0ng xung quanh m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c k\u00eanh \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh tr\u01b0\u1edbc. Cu\u1ed1i c\u00f9ng, nh\u1eefng th\u00f4ng l\u1ec7 v\u00e0 c\u00f4ng ngh\u1ec7 c\u1ee7a h\u1ec7 th\u1ed1ng CRM ph\u1ea7n l\u1edbn \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ea7y \u0111\u1ee7, nh\u01b0ng s\u1ef1 tr\u1ed7i d\u1eady c\u1ee7a truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (c\u00f9ng v\u1edbi ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng d\u1ef1a tr\u00ean web kh\u00e1c v\u00e0 c\u00e1c \u0111\u1ecba \u0111i\u1ec3m c\u1ed9ng \u0111\u1ed3ng \u0111\u00f3ng g\u00f3p) \u0111\u00e3 ph\u1ee9c t\u1ea1p c\u1ea5u tr\u00fac n\u00e0y v\u00e0 trao quy\u1ec1n l\u1ef1c m\u1edbi cho kh\u00e1ch h\u00e0ng. Paul Greenberg m\u1ed9t chuy\u00ean gia\nCRM cho bi\u1ebft, 3 \u201cKh\u00e1ch h\u00e0ng [b\u00e2y gi\u1edd] \u0111i\u1ec1u khi\u1ec3n h\u1ec7 sinh th\u00e1i kinh doanh v\u00e0 t\u01b0\u01a1ng t\u00e1c.\u201d<\/p>\n\n\n\n

Nh\u1eefng\ndoanh nghi\u1ec7p \u0111ang ch\u00fa \u00fd \u0111\u1ebfn thay \u0111\u1ed5i n\u00e0y, v\u00e0 h\u1ea7u h\u1ebft \u0111\u00e3 \u00e1p d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i c\u1ee7a ri\u00eang h\u1ecd, n\u1ebfu kh\u00f4ng ph\u1ea3i l\u00e0 gi\u1ea3i ph\u00e1p qu\u1ea3n tr\u1ecb x\u00e3 h\u1ed9i c\u1ee5 th\u1ec3. Nh\u01b0ng SCRM \u2013 nh\u01b0 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u2013 kh\u00f4ng ch\u1ec9 li\u00ean quan \u0111\u1ebfn vi\u1ec7c xu\u1ea5t hi\u1ec7n tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i; \u0111\u00f3 c\u00f2n l\u00e0 s\u1ef1 li\u00ean k\u1ebft ho\u00e0n h\u1ea3o gi\u1eefa b\u00e1n h\u00e0ng, ti\u1ebfp th\u1ecb v\u00e0 d\u1ecbch v\u1ee5 v\u1edbi nh\u1eefng t\u01b0\u01a1ng t\u00e1c kh\u00f4ng c\u00f3 c\u1ea5u tr\u00fac v\u00e0 phong ph\u00fa. V\u00e0 d\u1eef li\u1ec7u xung quanh nh\u1eefng b\u00ecnh lu\u1eadn, tr\u1ea1ng th\u00e1i, chia s\u1ebb, tweet v\u00e0 l\u01b0\u1ee3t like \u1edf m\u1ee9c kh\u00f4ng th\u1ec3 d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c. \u0110i\u1ec1u \u0111\u00f3 mang doanh nghi\u1ec7p \u0111\u1ebfn g\u1ea7n v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

Nh\u1eefng\n\u0111\u1eb7c t\u00ednh v\u00e0 s\u1ea3n ph\u1ea9m SCRM t\u1ed1t nh\u1ea5t<\/strong><\/p>\n\n\n\n

C\u00f3 nhi\u1ec1u c\u00e1ch kh\u00e1c nhau \u0111\u1ec3 \u0111\u00f3ng\ng\u00f3i ph\u1ea7m m\u1ec1m SCRM. Nh\u01b0 \u0111\u00e3 l\u01b0u \u00fd, m\u1ed9t s\u1ed1 gi\u1ea3i ph\u00e1p l\u00e0 nh\u1eefng n\u1ec1n t\u1ea3ng \u0111\u1ea7y \u0111\u1ee7 \u0111\u1eb7c t\u00ednh qu\u1ea3n l\u00fd quan h\u1ec7 truy\u1ec1n th\u1ed1ng v\u1edbi d\u1eef li\u1ec7u v\u00e0 ch\u1ee9c n\u0103ng x\u00e3 h\u1ed9i g\u1eafn li\u1ec1n, nh\u01b0 l\u00e0 \u201cIntelligent Relationship Platform\u201d c\u1ee7a h\u00e3ng\nNimble. Trong tr\u01b0\u1eddng h\u1ee3p kh\u00e1c, m\u1ed9t doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00f3 gi\u1ea3i ph\u00e1p b\u1eb1ng c\u00e1ch l\u1ef1a ch\u1ecdn m\u1ed9t c\u00f4ng c\u1ee5 qu\u1ea3n tr\u1ecb x\u00e3 h\u1ed9i \u0111\u1ed9c l\u1eadp (nh\u01b0 l\u00e0 Hootsuite ho\u1eb7c Sprout Social) t\u00edch h\u1ee3p v\u1edbi qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng hi\u1ec7n c\u00f3. Gi\u1ea3i ph\u00e1p t\u1ed1t nh\u1ea5t cho\ndoanh nghi\u1ec7p c\u1ee7a b\u1ea1n g\u1ea7n nh\u01b0 s\u1ebd l\u00e0 cung c\u1ea5p s\u1ef1 t\u00edch h\u1ee3p li\u1ec1n m\u1ea1ch nh\u1ea5t gi\u1eefa c\u00e1c ho\u1ea1t \u0111\u1ed9ng m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 h\u1ec7 th\u1ed1ng \u0111\u1ea7u cu\u1ed1i hi\u1ec7n c\u00f3.<\/p>\n\n\n\n

Nh\u1eefng\nt\u00ednh n\u0103ng ph\u1ed5 bi\u1ebfn.<\/strong><\/p>\n\n\n\n

Gi\u1ed1ng nh\u01b0 v\u1edbi b\u1ea5t k\u00ec ph\u1ea7n m\u1ec1m n\u00e0o, nh\u1eefng t\u00ednh n\u0103ng s\u1ebd thay \u0111\u1ed5i t\u00f9y nh\u00e0 cung c\u1ea5p, t\u1eeb truy c\u1eadp h\u1ed3 s\u01a1 x\u00e3 h\u1ed9i \u0111\u01a1n gi\u1ea3n \u0111\u1ebfn ph\u00e2n t\u00edch tinh\nvi v\u00e0 kh\u1ea3 n\u0103ng gi\u00e1m s\u00e1t ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i. \u0110\u00e2y l\u00e0 m\u1ed9t s\u1ed1 t\u00ednh n\u0103ng th\u00f4ng d\u1ee5ng nh\u1ea5t. B\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y m\u1ed9t s\u1ed1 ho\u1eb7c t\u1ea5t c\u1ea3 nh\u1eefng t\u00ednh n\u0103ng n\u00e0y trong gi\u1ea3i ph\u00e1p SCRM:<\/p>\n\n\n\n

H\u1ed3 s\u01a1\nkh\u00e1ch h\u00e0ng n\u00e2ng cao:<\/strong><\/p>\n\n\n\n

Nh\u00e0\ncung c\u1ea5p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u t\u1eeb c\u00e1c t\u00e0i kho\u1ea3n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (nh\u00e2n kh\u1ea9u h\u1ecdc, ch\u1ee9c danh c\u00f4ng vi\u1ec7c, \u0111\u1ecba \u0111i\u1ec3m, s\u1edf th\u00edch, l\u1ecbch s\u1eed li\u00ean l\u1ea1c, v.v.) \u0111\u1ec3 x\u00e2y d\u1ef1ng s\u1ef1 hi\u1ec3u bi\u1ebft to\u00e0n di\u1ec7n h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng. M\u1ed9t c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 nhu c\u1ea7u v\u00e0 s\u1edf th\u00edch t\u1eebng kh\u00e1ch h\u00e0ng cho ph\u00e9p nh\u1eefng n\u1ed7 l\u1ef1c ti\u1ebfp th\u1ecb ch\u00ednh x\u00e1c h\u01a1n, \u0111\u1ec1 xu\u1ea5t s\u1ea3n ph\u1ea9m t\u1ed1t h\u01a1n, v\u00e0 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 \u00edt s\u1ef1 th\u1eeba th\u00e3i h\u01a1n.<\/p>\n\n\n\n

L\u1eafng\nnghe \u00fd ki\u1ebfn x\u00e3 h\u1ed9i (Social listening)<\/strong><\/p>\n\n\n\n

X\u00e1c \u0111\u1ecbnh \u0111\u1ec1 c\u1eadp th\u01b0\u01a1ng hi\u1ec7u v\u00e0 xu h\u01b0\u1edbng kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch theo\nd\u00f5i c\u00e1c b\u00ecnh lu\u1eadn, b\u00e0i vi\u1ebft,\nhashtags, vv… L\u1eafng nghe c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ch\u1ec9 ra nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n quan\nt\u00e2m \u0111\u1ebfn, nh\u1eefng lo l\u1eafng c\u1ee7a h\u1ecd v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n, khi\nh\u1ecd g\u1eb7p v\u1ea5n \u0111\u1ec1 v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, nh\u1eefng ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn nh\u1ea5t \u0111\u1ebfn b\u1ea1n, ho\u1eb7c th\u1eadm ch\u00ed ch\u1ec9 ra c\u00e1c c\u01a1 h\u1ed9i b\u00e1n h\u00e0ng.<\/p>\n\n\n\n

Ph\u00e2n\nt\u00edch t\u00e2m l\u00fd \u0111\u1ed1i t\u01b0\u1ee3ng:<\/strong><\/p>\n\n\n\n

C\u00e1c SCRM\nc\u00f3 ph\u00e2n t\u00edch t\u00e2m l\u00fd s\u1eed d\u1ee5ng “x\u1eed l\u00fd ng\u00f4n ng\u1eef t\u1ef1 nhi\u00ean (NLP)” \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u1ea3m x\u00fac v\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a kh\u00e1ch h\u00e0ng th\u1ec3 hi\u1ec7n tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (v\u00ed d\u1ee5 nh\u01b0 khi kh\u00e1ch h\u00e0ng ph\u00e0n n\u00e0n v\u1ec1 d\u1ecbch v\u1ee5 k\u00e9m). Ph\u00e2n t\u00edch t\u00e2m l\u00fd gi\u00fap c\u00e1c c\u00f4ng ty c\u00f3 m\u1ed9t l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng l\u1edbn d\u1ef1a tr\u00ean vi\u1ec7c x\u1eed l\u00fd v\u00e0 di\u1ec5n d\u1ecbch kh\u1ed1i l\u01b0\u1ee3ng l\u1edbn d\u1eef li\u1ec7u phi c\u1ea5u tr\u00fac li\u00ean quan \u0111\u1ebfn ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i.<\/p>\n\n\n\n

Ph\u01b0\u01a1ng\nph\u00e1p b\u00e1n h\u00e0ng Social Selling<\/strong><\/p>\n\n\n\n

Vi\u1ec7c tr\u1ef1c ti\u1ebfp t\u1ea1o d\u1ef1ng c\u00e1c m\u1ed1i quan\nh\u1ec7 x\u00e3 h\u1ed9i kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng hi\u1ec7u qu\u1ea3, v\u00ec kh\u00f4ng ph\u1ea3i ai \u0111\u0103ng b\u00e0i v\u1ec1 s\u1ea3n ph\u1ea9m th\u00ec s\u1ea3n ph\u1ea9m c\u0169ng s\u1eb5n s\u00e0ng \u0111\u01b0\u1ee3c mua.\nC\u00e1c c\u00f4ng c\u1ee5 b\u00e1n h\u00e0ng\nSocial Selling c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh tri\u1ec3n v\u1ecdng cho nh\u1eefng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng g\u1ea7n nh\u1ea5t \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh v\u00e0 t\u00ecm ra c\u00e1c t\u00edn hi\u1ec7u \u0111\u1ecbnh k\u1ef3 \u0111\u1ec3 nh\u1eefng n\u1ed7 l\u1ef1c c\u1ee7a b\u1ea1n kh\u00f4ng b\u1ecb l\u00e3ng ph\u00ed. M\u1ed9t s\u1ed1 SCRM th\u1eadm ch\u00ed c\u00f3 th\u1ec3 \u0111\u1ec1 xu\u1ea5t c\u00e1c c\u00e1ch c\u1ee5 th\u1ec3 \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng d\u1ef1a tr\u00ean nh\u00e2n kh\u1ea9u h\u1ecdc v\u00e0 l\u1ecbch s\u1eed duy\u1ec7t web.<\/p>\n\n\n\n

(*):\nSocial Selling l\u00e0 ph\u01b0\u01a1ng ph\u00e1p b\u00e1n h\u00e0ng b\u1eb1ng c\u00e1ch x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 c\u00e1 nh\u00e2n v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng tr\u01b0\u1edbc khi gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n

Chi\u1ebfn\nd\u1ecbch ti\u1ebfp th\u1ecb x\u00e3 h\u1ed9i (Social marketing):<\/strong><\/p>\n\n\n\n

C\u00f3 v\u00f4 s\u1ed1 c\u00e1ch c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng\nSCRM, t\u1eeb vi\u1ec7c t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ebfn qu\u1ea3n l\u00fd n\u1ed9i dung v\u00e0 ph\u00e2n t\u00edch ti\u1ebfp th\u1ecb. C\u00f3 th\u1ec3 c\u00f2n l\u00e0 qu\u00e1 s\u1edbm \u0111\u1ec3 b\u00e1n cho m\u1ed9t kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, nh\u01b0ng b\u1ea1n bi\u1ebft \u0111\u01b0\u1ee3c h\u1ecd quan t\u00e2m – h\u1ecd t\u00ecm ki\u1ebfm th\u00f4ng tin v\u00e0 n\u1ea3y sinh nhu c\u1ea7u th\u1ef1c s\u1ef1. \u0110\u00f3 l\u00e0 m\u1ed9t c\u01a1 h\u1ed9i ho\u00e0n h\u1ea3o \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi m\u1ed9t kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u1edbi v\u00e0, v\u00ed d\u1ee5, khi\u1ebfn h\u1ecd g\u1eafn b\u00f3 v\u1edbi ch\u01b0\u01a1ng tr\u00ecnh ti\u1ebfp th\u1ecb nh\u1ecf gi\u1ecdt.<\/p>\n\n\n\n

Nh\u1eefng\nchi\u1ebfn l\u01b0\u1ee3c v\u00e0 c\u00e1ch d\u00f9ng ph\u1ed5 bi\u1ebfn<\/strong><\/p>\n\n\n\n

SCRM \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng th\u01b0\u1eddng xuy\u00ean nh\u1ea5t trong\nc\u00e1c b\u1ed9 ph\u1eadn b\u00e1n h\u00e0ng, ti\u1ebfp th\u1ecb v\u00e0 d\u1ecbch v\u1ee5, v\u00ec c\u00e1c vai\ntr\u00f2 n\u00e0y \u0111\u00f2i h\u1ecfi s\u1ef1 tham\ngia tr\u1ef1c ti\u1ebfp nh\u1ea5t v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. Nh\u1eefng ng\u01b0\u1eddi ra quy\u1ebft \u0111\u1ecbnh c\u1ea5p cao c\u0169ng c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 SCRM \u0111\u1ec3 \u0111o l\u01b0\u1eddng xu h\u01b0\u1edbng \u0111\u1ed1i t\u01b0\u1ee3ng l\u1edbn h\u01a1n v\u00e0 ki\u1ec3m so\u00e1t danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

C\u00f3 m\u1ed9t\ns\u1ed1 chi\u1ebfn l\u01b0\u1ee3c m\u00e0 c\u00e1c t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111\u1ec3 mang l\u1ea1i l\u1ee3i nhu\u1eadn \u0111\u1ea7u t\u01b0 cao\nh\u01a1n:<\/strong><\/p>\n\n\n\n

Hi\u1ec3u\nh\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng:<\/strong><\/p>\n\n\n\n

S\u1eed d\u1ee5ng d\u1eef li\u1ec7u t\u00edch l\u0169y th\u00f4ng qua\nph\u01b0\u01a1ng ph\u00e1p\nsocial listening(*) v\u00e0 h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng n\u00e2ng cao \u0111\u1ec3 r\u00fat ra nh\u1eefng hi\u1ec3u bi\u1ebft c\u00f3 gi\u00e1 tr\u1ecb v\u1ec1 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u1edf c\u1ea5p \u0111\u1ed9 c\u00e1 nh\u00e2n v\u00e0 \/ ho\u1eb7c t\u1eadp th\u1ec3. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c gia b\u00e1n h\u00e0ng v\u00e0 ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u n\u00e0y \u0111\u1ec3 b\u1ed5 sung s\u1ef1 li\u00ean quan \u0111\u1ebfn c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 n\u1ed9i dung m\u00e0 h\u1ecd tr\u00ecnh b\u00e0y<\/p>\n\n\n\n

(*):\nSocial Listening l\u00e0 c\u00f4ng c\u1ee5 nh\u1eb1m thu th\u1eadp d\u1eef li\u1ec7u tr\u00ean Internet d\u1ef1a tr\u00ean nh\u1eefng t\u1eeb kh\u00f3a \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh tr\u01b0\u1edbc. N\u00f3 th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 gi\u00e1m s\u00e1t h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u00e0 theo d\u00f5i l\u01b0\u1ee3ng ng\u01b0\u1eddi th\u1ea3o lu\u1eadn \u0111ang th\u1ea3o lu\u1eadn tr\u1ef1c tuy\u1ebfn v\u1ec1 nh\u00e3n h\u00e0ng<\/p>\n\n\n\n

T\u1ea1o s\u1ef1\nt\u01b0\u01a1ng t\u00e1c kh\u00e1ch h\u00e0ng th\u00f4ng qua gi\u00e1 tr\u1ecb gia t\u0103ng value-added<\/strong><\/p>\n\n\n\n

SCRM\nkh\u00f4ng ch\u1ec9 \u0111\u1ec3 theo d\u00f5i kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n tr\u00ean c\u00e1c m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 khi\u1ebfn h\u1ecd th\u00edch trang c\u00f4ng ty b\u1ea1n; m\u00e0 n\u00f3 c\u00f2n th\u1ec3 hi\u1ec7n s\u1ef1 t\u0103ng th\u00eam gi\u00e1 tr\u1ecb cho m\u1ed1i quan h\u1ec7 theo c\u1ea3 hai h\u01b0\u1edbng. B\u1ea1n c\u00f3 th\u1ec3 t\u0103ng th\u00eam gi\u00e1 tr\u1ecb b\u1eb1ng c\u00e1ch gi\u1ea3i quy\u1ebft khi\u1ebfu n\u1ea1i \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp trong b\u00e0i \u0111\u0103ng c\u1ee7a kh\u00e1ch h\u00e0ng ho\u1eb7c b\u1eb1ng c\u00e1ch gi\u1ea3m gi\u00e1 cho nh\u1eefng kh\u00e1ch h\u00e0ng m\u1edbi. Kh\u00e1ch h\u00e0ng gi\u00fap t\u0103ng gi\u00e1 tr\u1ecb cho\ndoanh nghi\u1ec7p c\u1ee7a b\u1ea1n b\u1eb1ng c\u00e1ch cam k\u1ebft l\u00f2ng trung th\u00e0nh c\u1ee7a h\u1ecd v\u00e0 (hy v\u1ecdng) truy\u1ec1n tai nhau trong c\u1ed9ng \u0111\u1ed3ng \u1ea3o c\u1ee7a h\u1ecd.<\/p>\n\n\n\n

H\u00ecnh\nth\u00e0nh c\u00e1c m\u1ed1i quan h\u1ec7 m\u1edbi, gi\u1eef l\u1ea1i nh\u1eefng m\u1ed1i quan h\u1ec7 c\u0169:<\/strong><\/p>\n\n\n\n

D\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng l\u00e0 m\u1ed9t trong\nnh\u1eefng kh\u00eda c\u1ea1nh h\u1ee9a h\u1eb9n nh\u1ea5t c\u1ee7a SCRM,\nkh\u1ea3 n\u0103ng t\u00ecm ki\u1ebfm v\u00e0 k\u1ebft n\u1ed1i v\u1edbi c\u00e1c c\u01a1 h\u1ed9i m\u1edbi d\u1ef1a tr\u00ean c\u00e1c k\u00edch ho\u1ea1t h\u00e0nh vi\nho\u1eb7c ng\u00f4n ng\u1eef (\u0111\u1ec1 c\u1eadp \u0111\u1ebfn m\u1ed9t c\u1ee5m t\u1eeb nh\u1ea5t \u0111\u1ecbnh ho\u1eb7c th\u00eam m\u1ed9t m\u1ed1i quan\nt\u00e2m nh\u1ea5t \u0111\u1ecbnh v\u00e0o trang c\u1ee7a h\u1ecd). \u0110i\u1ec1u n\u00e0y l\u00e0m t\u0103ng kh\u1ed1i l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng truy c\u1eadp k\u00eanh c\u1ee7a b\u1ea1n, l\u00e0 l\u1ee3i th\u1ebf cho vi\u1ec7c kinh doanh. Nh\u01b0ng SCRM c\u0169ng c\u00f3 th\u1ec3 gi\u00fap c\u00e1c doanh nghi\u1ec7p gi\u1eef nh\u1eefng kh\u00e1ch h\u00e0ng hi\u1ec7n c\u00f3 th\u00f4ng qua gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 nhanh h\u01a1n v\u00e0 d\u1ef1 \u0111o\u00e1n nh\u1eefng bi\u1ebfn \u0111\u1ed9ng tr\u01b0\u1edbc khi x\u1ea3y \u0111\u1ebfn. G\u1ea7n m\u1ed9t n\u1eeda s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u00e0n n\u00e0n v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c s\u1ea3n ph\u1ea9m tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i mong \u0111\u1ee3i \u0111\u01b0\u1ee3c ph\u1ea3n h\u1ed3i sau 60 ph\u00fat ho\u1eb7c nhanh h\u01a1n th\u1ebf. Vi\u1ec7c cung c\u1ea5p d\u1ecbch v\u1ee5 ph\u1ea3n h\u1ed3i truy c\u1eadp tr\u1ef1c ti\u1ebfp \u0111\u1ed1i v\u1edbi c\u00e1c v\u1ea5n \u0111\u1ec1 \u0111\u01b0\u1ee3c b\u00e1o c\u00e1o tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i c\u00f3 th\u1ec3 ng\u0103n ch\u1eb7n nh\u1eefng t\u1ed5n th\u1ea5t trong kinh doanh tr\u01b0\u1edbc c\u00e1c \u0111\u1ed1i th\u1ee7.<\/p>\n\n\n\n

Gi\u00e1m\ns\u00e1t v\u00e0 c\u1ea3i thi\u1ec7n danh ti\u1ebfng th\u01b0\u01a1ng hi\u1ec7u:<\/strong><\/p>\n\n\n\n

Trong l\u1ecbch s\u1eed, c\u00e1c doanh\nnghi\u1ec7p \u0111\u00e3 tin t\u01b0\u1edfng v\u00e0o m\u1ed9t chuy\u00ean gia \u0111\u01b0\u1ee3c ch\u1ec9 \u0111\u1ecbnh ho\u1eb7c m\u1ed9t v\u00e0i c\u00e1 nh\u00e2n \u0111\u01b0\u1ee3c ch\u1ecdn \u0111\u1ec3 theo d\u00f5i ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, c\u00f3 l\u1ebd l\u00e0 m\u1ed9t nh\u00e0 qu\u1ea3n tr\u1ecb quan h\u1ec7 c\u00f4ng ch\u00fang ho\u1eb7c m\u1ed9t chuy\u00ean gia truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i. M\u1eb7c d\u00f9 nh\u1eefng c\u00e1 nh\u00e2n n\u00e0y v\u1eabn c\u00f3 m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong c\u00f4ng ty, c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 c\u1ea3i thi\u1ec7n danh ti\u1ebfng x\u00e3 h\u1ed9i c\u1ee7a b\u1ea1n l\u00e0 k\u1ebft n\u1ed1i chi\u1ebfn l\u01b0\u1ee3c v\u1edbi h\u00e0nh \u0111\u1ed9ng. SCRM l\u00e0 v\u1ec1 vi\u1ec7c thu th\u1eadp th\u00f4ng tin, g\u1eafn k\u1ebft kh\u00e1ch h\u00e0ng v\u00e0 h\u00e0nh \u0111\u1ed9ng d\u1ef1a tr\u00ean nhu c\u1ea7u c\u1ee7a h\u1ecd. Th\u1ef1c hi\u1ec7n th\u00e0nh c\u00f4ng nh\u1eefng vi\u1ec7c \u0111\u00f3 s\u1ebd gi\u00fap th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 \u1ee7ng h\u1ed9 t\u1eeb c\u1ed9ng \u0111\u1ed3ng, hay \u0111\u01a1n gi\u1ea3n ch\u1ec9 l\u00e0 s\u1ef1 t\u1ef1 c\u1ea3i ti\u1ebfn cho ch\u00ednh SCRM.<\/p>\n\n\n\n

T\u1ea1o s\u1ef1\nth\u1ed1ng nh\u1ea5t \u0111i\u1ec1u h\u00e0nh<\/strong><\/p>\n\n\n\n

N\u1ebfu b\u1ea1n \u0111ang d\u1eabn \u0111\u1ea7u s\u00e1ng ki\u1ebfn v\u1ec1 cung \u1ee9ng ph\u1ea7n m\u1ec1m, b\u1ea1n s\u1ebd c\u1ea7n ph\u1ea3i x\u00e2y d\u1ef1ng m\u1ed9t doanh\nnghi\u1ec7p h\u1ea5p d\u1eabn m\u00e0 “b\u00e1n” SCRM cho c\u00e1c c\u1ed5 \u0111\u00f4ng t\u01b0\u01a1ng lai\nc\u1ee7a c\u00f4ng ty. \u0110\u1ec3 \u0111\u1ea3m b\u1ea3o \u00e1p d\u1ee5ng\nth\u00e0nh c\u00f4ng v\u00e0 ROI (*) d\u00e0i h\u1ea1n, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 \u1ee7ng h\u1ed9 c\u1ee7a ban l\u00e3nh \u0111\u1ea1o tr\u01b0\u1edbc ti\u00ean. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 h\u1ecd c\u1ea7n \u0111\u1ed3ng \u00fd v\u1ec1 s\u1ef1 c\u1ea7n thi\u1ebft c\u1ee7a gi\u1ea3i ph\u00e1p SCRM v\u00e0 gi\u00e1 tr\u1ecb m\u00e0 n\u00f3 s\u1ebd mang l\u1ea1i sau khi th\u1ef1c hi\u1ec7n. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 nh\u00e2n v\u1eadt \u0111i\u1ec1u h\u00e0nh c\u1ee5 th\u1ec3 m\u00e0 b\u1ea1n c\u1ea7n b\u1eaft \u0111\u1ea7u ti\u1ebfp th\u1ecb :<\/p>\n\n\n\n

(*):\nROI (Return On Investment), m\u1ed9t thu\u1eadt ng\u1eef quan tr\u1ecdng trong marketing, m\u00e0 \u0111\u1eb7c bi\u1ec7t l\u00e0 SEO, t\u1ea1m d\u1ecbch l\u00e0 t\u1ef7 l\u1ec7 l\u1ee3i nhu\u1eadn thu \u0111\u01b0\u1ee3c so v\u1edbi chi\nph\u00ed b\u1ea1n \u0111\u1ea7u t\u01b0. C\u00f3 th\u1ec3 hi\u1ec3u ROI m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n ch\u00ednh l\u00e0 ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng t\u1ef7 l\u1ec7 nh\u1eefng g\u00ec b\u1ea1n thu v\u1ec1 so v\u1edbi nh\u1eefng g\u00ec b\u1ea1n ph\u1ea3i b\u1ecf ra.<\/p>\n\n\n\n

Gi\u00e1m\n\u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh (CEO)<\/strong><\/p>\n\n\n\n

Nhi\u1ec7m v\u1ee5 ch\u00ednh c\u1ee7a c\u00e1c CEO l\u00e0 t\u1ed1i \u0111a h\u00f3a gi\u00e1 tr\u1ecb c\u1ee7a c\u00f4ng ty,\nnh\u01b0ng c\u00f3 kh\u1ea3 n\u0103ng h\u1ecd c\u00f3 th\u1ec3 l\u00e0m nhi\u1ec1u nhi\u1ec7m v\u1ee5 \u1edf nhi\u1ec1u v\u1ecb tr\u00ed kh\u00e1c nhau\nkh\u00e1c nhau\nt\u1ea1i b\u1ea5t k\u1ef3 th\u1eddi \u0111i\u1ec3m n\u00e0o. C\u00e1c CEO\nch\u1ee7 y\u1ebfu quan\nt\u00e2m \u0111\u1ebfn c\u00e1c s\u1ef1 ki\u1ec7n quan\ntr\u1ecdng nh\u1ea5t, \u0111i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 h\u1ecd s\u1ebd mu\u1ed1n bi\u1ebft l\u00e0m th\u1ebf n\u00e0o SCRM\nc\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n m\u00f4 h\u00ecnh kinh\ndoanh c\u1ed1t l\u00f5i c\u1ee7a c\u00f4ng ty. Ch\u00fang t\u00f4i \u0111\u00e3 th\u1ea3o lu\u1eadn v\u1ec1 c\u00e1ch th\u1ee9c SCRM gi\u00fap cho ti\u1ebfp th\u1ecb, b\u00e1n h\u00e0ng v\u00e0 hi\u1ec7u qu\u1ea3 d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n. Nh\u01b0ng b\u1ea1n c\u0169ng c\u00f3 th\u1ec3 ch\u1ec9 cho CEO c\u1ee7a b\u1ea1n bi\u1ebft c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111ang l\u00e0m g\u00ec tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i v\u00e0 gi\u1ea3i th\u00edch c\u00e1ch SCRM c\u00f3 th\u1ec3 gi\u00fap c\u00f4ng ty c\u1ee7a b\u1ea1n chi\u1ebfm \u01b0u th\u1ebf. Theo TNS Global, h\u01a1n 80 ph\u1ea7n tr\u0103m doanh\nnghi\u1ec7p Hoa K\u1ef3 \u0111ang c\u1ed1 g\u1eafng t\u1eadn d\u1ee5ng ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i \u0111\u1ec3 ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u00e3 t\u0103ng ng\u00e2n s\u00e1ch c\u1ee7a h\u1ecd \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e3 h\u1ed9i m\u1edbi.<\/p>\n\n\n\n

Gi\u00e1m\n\u0111\u1ed1c Marketing (CMO)<\/strong><\/p>\n\n\n\n

Gi\u00e1m \u0111\u1ed1c\nMarketing ch\u1eafc ch\u1eafn s\u1ebd quan t\u00e2m \u0111\u1ebfn nh\u1eefng c\u00e1ch m\u00e0 SCRM c\u00f3 th\u1ec3 gi\u00fap c\u00f4ng ty c\u1ee7a b\u1ea1n t\u1eadn d\u1ee5ng t\u1ed1t h\u01a1n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh \u0111\u1ec3 t\u1ea1o ni\u1ec1m tin v\u00e0 s\u1ef1 \u1ee7ng h\u1ed9 trong c\u1ed9ng \u0111\u1ed3ng \u1ea3o, ch\u01b0a k\u1ec3 \u0111\u1ebfn nh\u1eefng l\u1ee3i \u00edch r\u00f5 r\u00e0ng cho vi\u1ec7c ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u1ea1o ra kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. Theo Trung t\u00e2m nghi\u00ean c\u1ee9u Pew, 74% ng\u01b0\u1eddi tr\u01b0\u1edfng th\u00e0nh tr\u1ef1c tuy\u1ebfn hi\u1ec7n s\u1eed d\u1ee5ng \u00edt nh\u1ea5t m\u1ed9t trang m\u1ea1ng x\u00e3 h\u1ed9i, v\u00e0 ph\u1ea7n l\u1edbn nh\u1eefng ng\u01b0\u1eddi d\u00f9ng n\u00e0y mong mu\u1ed1n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 s\u1ef1 hi\u1ec7n di\u1ec7n tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i c\u1ee7a ri\u00eang h\u1ecd. N\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 hi\u1ec7n di\u1ec7n, ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd th\u1ea3o lu\u1eadn, h\u1ecfi v\u00e0 (\u0111\u00f4i khi) ch\u00ea bai th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u00e0 th\u1eadm ch\u00ed b\u1ea1n s\u1ebd kh\u00f4ng bao gi\u1edd bi\u1ebft. Nghi\u00ean c\u1ee9u cho th\u1ea5y, trung b\u00ecnh, m\u1ed9t kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0i l\u00f2ng s\u1ebd chia s\u1ebb kinh nghi\u1ec7m c\u1ee7a h\u1ecd cho 9 \u0111\u1ebfn 15 ng\u01b0\u1eddi kh\u00e1c.<\/p>\n\n\n\n

Gi\u00e1m\n\u0111\u1ed1c t\u00e0i ch\u00ednh (CFO)<\/strong><\/p>\n\n\n\n

L\u00e0m th\u1ebf n\u00e0o c\u00f3 th\u1ec3 gi\u1ea3m chi\nph\u00ed v\u00e0 t\u0103ng\ndoanh thu? Bao l\u00e2u ch\u00fang ta c\u00f3 th\u1ec3 k\u1ef3 v\u1ecdng \u0111\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 ROI? C\u00e1c chi ph\u00ed tr\u1ea3 tr\u01b0\u1edbc v\u00e0 chi ph\u00ed s\u1edf h\u1eefu d\u00e0i h\u1ea1n l\u00e0 g\u00ec? \u0110\u00e2y l\u00e0 nh\u1eefng c\u00e2u h\u1ecfi m\u00e0 gi\u00e1m \u0111\u1ed1c t\u00e0i ch\u00ednh c\u1ee7a b\u1ea1n s\u1ebd \u0111\u1eb7t ra. Tr\u01b0\u1edbc h\u1ebft, SCRM kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t chi ph\u00ed gia t\u0103ng. V\u00ed d\u1ee5: n\u1ebfu b\u1ea1n chuy\u1ec3n t\u1eeb gi\u1ea3i ph\u00e1p c\u0169, nh\u01b0 l\u00e0 CRM c\u00e0i \u0111\u1eb7t tr\u00ean m\u00e1y ch\u1ee7 c\u1ee7a c\u00f4ng ty sang m\u1ed9t gi\u1ea3i ph\u00e1p \u0111\u00e1m m\u00e2y, th\u00ec SCRM th\u1ef1c s\u1ef1 c\u00f3 th\u1ec3 gi\u1ea3m c\u00e1c chi ph\u00ed. B\u1edfi vi\u1ec7c thay th\u1ebf c\u01a1 s\u1edf h\u1ea1 t\u1ea7ng c\u00f4ng ngh\u1ec7 th\u00f4ng tin v\u1edbi y\u00eau c\u1ea7u cao v\u00e0 n\u00e2ng c\u1ea5p h\u1ec7 th\u1ed1ng \u0111\u1eaft \u0111\u1ecf s\u1ebd t\u1ed1n k\u00e9m h\u01a1n chi ph\u00ed \u0111\u00f3ng h\u00e0ng th\u00e1ng v\u00e0 \u0111\u01a1n l\u1ebb. SCRM s\u1ebd c\u1eaft gi\u1ea3m chi ph\u00ed li\u00ean quan \u0111\u1ebfn c\u00e1c cu\u1ed9c g\u1ecdi ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng (th\u01b0\u1eddng l\u00e0 kh\u00e1 l\u00e2u), ti\u1ebft ki\u1ec7m th\u1eddi gian v\u00e0 gi\u1ea3m quy tr\u00ecnh l\u00e0m vi\u1ec7c d\u01b0 th\u1eeba b\u1eb1ng c\u00e1ch cho ph\u00e9p ph\u1ea3n h\u1ed3i \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh y\u00eau c\u1ea7u v\u00e0 c\u01a1 h\u1ed9i tr\u01b0\u1edbc khi h\u1ecd g\u1ecdi \u0111\u1ebfn trung t\u00e2m ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng. B\u1ea1n c\u00f3 th\u1ec3 k\u1ef3 v\u1ecdng \u0111\u1ec3 th\u1ea5y doanh thu t\u0103ng tr\u00ean m\u1ed9t s\u1ed1 t\u00ednh n\u0103ng:<\/p>\n\n\n\n

\u2022 L\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ebfn cao h\u01a1n th\u00f4ng qua \u1ea3nh h\u01b0\u1edfng x\u00e3 h\u1ed9i m\u1edf r\u1ed9ng<\/p>\n\n\n\n

\u2022 T\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ee7 \u0111i\u1ec1u ki\u1ec7n cao h\u01a1n th\u00f4ng qua\nti\u1ebfp th\u1ecb x\u00e3 h\u1ed9i d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/p>\n\n\n\n

\u2022 Nhi\u1ec1u c\u01a1 h\u1ed9i h\u01a1n \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh tr\u1ecdng \u0111i\u1ec3m nhu c\u1ea7u v\u00e0 cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 li\u00ean quan<\/p>\n\n\n\n

V\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh:<\/p>\n\n\n\n

Qu\u00e1n r\u01b0\u1ee3u\nMarston<\/p>\n\n\n\n

S\u1ea3n ph\u1ea9m:\nMicrosoft Dynamics CRM (*) v\u00e0 Microsoft Social Listening<\/p>\n\n\n\n

\u0110\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u00e0o n\u0103m 1834,\nMarston l\u00e0 m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u qu\u00e1n r\u01b0\u1ee3u h\u00e0ng \u0111\u1ea7u V\u01b0\u01a1ng qu\u1ed1c Anh v\u00e0 l\u00e0 nh\u00e0 s\u1ea3n xu\u1ea5t bia th\u00f9ng l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi. H\u1ecd c\u00f3 1,700 qu\u00e1n r\u01b0\u1ee3u \u1edf Anh v\u00e0 kho\u1ea3ng 13,000 nh\u00e2n vi\u00ean. M\u1eb7c d\u00f9 c\u00f3 ti\u1ebfng t\u0103m t\u1eeb l\u00e2u trong khu v\u1ef1c, Marston, v\u1eabn b\u1ecb \u0111e d\u1ecda b\u1edfi l\u00e0n s\u00f3ng \u0111\u00f3ng c\u1eeda qu\u00e1n r\u01b0\u1ee3u \u1edf Anh v\u00e0 c\u1ea7n ph\u1ea3i kh\u1eb3ng \u0111\u1ecbnh l\u1ea1i v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh. H\u1ecd quy\u1ebft \u0111\u1ecbnh \u0111\u01b0a ra m\u1ed9t s\u00e1ng ki\u1ebfn truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i s\u1ebd gi\u00fap h\u1ecd ph\u00e2n t\u00edch xu h\u01b0\u1edbng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ho\u1eb7c khi\u1ebfu n\u1ea1i m\u1ed9t c\u00e1ch nhanh ch\u00f3ng.<\/p>\n\n\n\n

(*):Microsoft\nDynamics CRM l\u00e0 g\u00f3i ph\u1ea7n m\u1ec1m qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng do Microsoft ph\u00e1t tri\u1ec3n t\u1eadp trung\nv\u00e0o vi\u1ec7c t\u0103ng c\u01b0\u1eddng m\u1ed1i quan\nh\u1ec7 kh\u00e1ch h\u00e0ng cho\nb\u1ea5t k\u1ef3 t\u1ed5 ch\u1ee9c n\u00e0o. Ngo\u00e0i ra, s\u1ea3n ph\u1ea9m t\u1eadp trung\nch\u1ee7 y\u1ebfu v\u00e0o c\u00e1c l\u0129nh v\u1ef1c B\u00e1n h\u00e0ng, Ti\u1ebfp th\u1ecb v\u00e0 D\u1ecbch v\u1ee5 Kh\u00e1ch h\u00e0ng, m\u1eb7c d\u00f9\nMicrosoft \u0111\u00e3 ti\u1ebfp th\u1ecb Dynamics CRM d\u01b0\u1edbi d\u1ea1ng n\u1ec1n t\u1ea3ng XRM v\u00e0 \u0111\u00e3 khuy\u1ebfn kh\u00edch c\u00e1c \u0111\u1ed1i t\u00e1c s\u1eed d\u1ee5ng khung \u0111\u1ed9c quy\u1ec1n (.NET based) \u0111\u1ec3 t\u00f9y ch\u1ec9nh n\u00f3. Trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, n\u00f3 c\u0169ng \u0111\u00e3 ph\u00e1t tri\u1ec3n nh\u01b0 m\u1ed9t n\u1ec1n t\u1ea3ng ph\u00e2n t\u00edch \u0111\u01b0\u1ee3c \u0111i\u1ec1u khi\u1ec3n b\u1edfi CRM.<\/p>\n\n\n\n

Gi\u1ea3i ph\u00e1p:\nMarston \u0111\u00e3 ch\u1ecdn Microsoft Dynamics CRM v\u1edbi m\u00f4-\u0111un ph\u1ea7n m\u1ec1m\nMicrosoft Social Listening, quy\u1ebft \u0111\u1ecbnh r\u1eb1ng gi\u1ea3i ph\u00e1p trung t\u00e2m CRM s\u1ebd cung c\u1ea5p cho h\u1ecd kh\u1ea3 n\u0103ng kh\u00f4ng ch\u1ec9 n\u1eafm b\u1eaft th\u00f4ng tin m\u00e0 c\u00f2n h\u00e0nh \u0111\u1ed9ng theo th\u00f4ng tin \u0111\u00f3. Gi\u00e1m \u0111\u1ed1c ti\u1ebfp th\u1ecb Beck Johnson cho bi\u1ebft: “\u0111i\u1ec1u quan\ntr\u1ecdng \u0111\u1ed1i v\u1edbi ch\u00fang t\u00f4i kh\u00f4ng ch\u1ec9 l\u00e0 bi\u1ebft s\u1ed1 l\u01b0\u1ee3ng nh\u1eefng g\u00ec m\u1ecdi ng\u01b0\u1eddi \u0111ang n\u00f3i v\u1ec1 m\u00e0 c\u00f2n l\u00e0 b\u1ea3n ch\u1ea5t c\u1ee7a nh\u1eefng g\u00ec h\u1ecd \u0111ang n\u00f3i”.\n“Ph\u00e2n kh\u00fac h\u00e0nh vi xu h\u01b0\u1edbng kh\u00e1ch h\u00e0ng r\u1ea5t quan tr\u1ecdng. . . ch\u00fang ta ph\u1ea3i c\u00f3 kh\u1ea3 n\u0103ng hi\u1ec3u \u0111\u01b0\u1ee3c nhu c\u1ea7u kh\u00e1c nhau s\u1eafp t\u1edbi c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1ch th\u1ee9c Marston \u0111ang ho\u1ea1t \u0111\u1ed9ng”<\/p>\n\n\n\n

Johnson\nv\u00e0 nh\u00f3m c\u1ee7a c\u00f4 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t s\u1ed1 l\u1ee3i \u00edch chi\u1ebfn l\u01b0\u1ee3c sau khi \u00e1p d\u1ee5ng gi\u1ea3i ph\u00e1p SCRM c\u1ee7a Microsoft:<\/p>\n\n\n\n

\u2022 Kh\u1eb3ng \u0111\u1ecbnh xu h\u01b0\u1edbng r\u1eb1ng kh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f2n th\u01b0\u1eddng xuy\u00ean \u0111\u1ebfn qu\u00e1n r\u01b0\u1ee3u \u0111\u1ecba ph\u01b0\u01a1ng c\u1ee7a h\u1ecd<\/p>\n\n\n\n

\u2022 S\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 SCRM \u0111\u1ec3 khuy\u1ebfn kh\u00edch ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng\ntrong khi kh\u00e1ch h\u00e0ng v\u1eabn \u1edf t\u1ea1i ch\u1ed7<\/p>\n\n\n\n

\u2022 Giao\nti\u1ebfp c\u00e1 nh\u00e2n v\u1edbi m\u1ecdi kh\u00e1ch h\u00e0ng<\/p>\n\n\n\n

\u2022 C\u00e1c\ncu\u1ed9c tr\u00f2 chuy\u1ec7n tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c khai\nth\u00e1c gi\u00fap c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 d\u1ecbch v\u1ee5<\/p>\n\n\n\n

\u2022 Gi\u00fap\n\u0111\u1ed9i nh\u00f3m chuy\u1ec3n c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd sang\nlinh ho\u1ea1t, thay th\u1ebf c\u00e1ch th\u1ef1c hi\u1ec7n th\u1ee7 c\u00f4ng \u0111\u00e3 l\u1ed7i th\u1eddi<\/p>\n\n\n\n

\u2022\nMarston \u0111\u1ea1t gi\u1ea3i th\u01b0\u1edfng kh\u00e1ch h\u00e0ng xu\u1ea5t s\u1eafc ch\u00e2u \u00c2u Convergence 2014<\/p>\n\n\n\n

C\u00e1c s\u1ea3n ph\u1ea9m so s\u00e1nh:<\/p>\n\n\n\n

Nimble<\/p>\n\n\n\n

Batchbook<\/p>\n\n\n\n

Salesforce<\/p>\n\n\n\n

Microsoft\nDynamics CRM<\/p>\n\n\n\n

Zoho<\/p>\n\n\n\n

Hootsuite<\/p>\n\n\n\n

Sprout\nSocial<\/p>\n\n\n\n

—<\/p>\n\n\n\n

Anh\/ch\u1ecb th\u1ea5y h\u1eefu \u00edch \u0111\u00f3ng g\u00f3p ly\ncafe cho team d\u1ecbch t\u1ea1i \u0111\u00e2y: http:\/\/bit.ly\/ITAN_Crowdfunding082019<\/a><\/p>\n\n\n\n

Theo\nTechnology Advice – Team d\u1ecbch ITAN<\/p>\n\n\n\n

#ITAN_SocialCRM<\/a>\n#SocialCRM<\/a>\n#Marketing<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Gi\u1edbi thi\u1ec7u Ph\u1ea7n m\u1ec1m qu\u1ea3n l\u00fd kh\u00e1ch h\u00e0ng tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i (Social CRM) k\u1ebft h\u1ee3p kh\u1ea3 n\u0103ng qu\u1ea3n l\u00ed truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang v\u1edbi ph\u1ea7n m\u1ec1m qu\u1ea3n l\u00ed quan h\u1ec7 kh\u00e1ch h\u00e0ng truy\u1ec1n th\u1ed1ng (CRM) nh\u1eb1m gi\u00fap nh\u1eefng doanh nghi\u1ec7p thu h\u00fat kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd t\u1ed1t h\u01a1n. Phong tr\u00e0o n\u00e0y b\u1eaft \u0111\u1ea7u v\u1edbi […]<\/p>\n","protected":false},"author":1,"featured_media":110,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[11,16],"class_list":["post-106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","tag-crm","tag-social-crm"],"_links":{"self":[{"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/posts\/106","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/comments?post=106"}],"version-history":[{"count":1,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/posts\/106\/revisions"}],"predecessor-version":[{"id":561,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/posts\/106\/revisions\/561"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/itan.vn\/index.php\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/media?parent=106"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/categories?post=106"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/tags?post=106"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}