{"id":107,"date":"2019-12-27T15:41:20","date_gmt":"2019-12-27T15:41:20","guid":{"rendered":"http:\/\/itan.vn\/?p=107"},"modified":"2025-09-06T13:55:30","modified_gmt":"2025-09-06T13:55:30","slug":"trai-nghiem-khach-hang-huong-dan-khach-hang-thanh-cong","status":"publish","type":"post","link":"https:\/\/itan.vn\/index.php\/2019\/12\/27\/trai-nghiem-khach-hang-huong-dan-khach-hang-thanh-cong\/","title":{"rendered":"Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: H\u01b0\u1edbng d\u1eabn kh\u00e1ch h\u00e0ng th\u00e0nh c\u00f4ng"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: k\u1ebft n\u1ed1i gi\u00e1 tr\u1ecb kinh doanh v\u00e0 kh\u00e1ch h\u00e0ng<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customer Experience &#8211; Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111ang \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd theo c\u1ea5p s\u1ed1 nh\u00e2n trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y. Nh\u01b0ng, c\u0169ng t\u1ea1i th\u1eddi \u0111i\u1ec3m n\u00e0y, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh \u201cm\u1ed9t th\u1ee9\u201d, m\u1ed9t thu\u1eadt ng\u1eef m\u00e0 nhi\u1ec1u ng\u01b0\u1eddi s\u1eed d\u1ee5ng cho nhi\u1ec1u l\u00fd do kh\u00e1c nhau. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 h\u01b0\u1edbng d\u1eabn v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con ng\u01b0\u1eddi (People) l\u00e0 trung t\u00e2m c\u1ee7a m\u1ecdi s\u1ef1 th\u00e0nh c\u00f4ng kinh doanh trong th\u1ebf gi\u1edbi s\u1ed1 ph\u00e1t tri\u1ec3n nhanh nh\u01b0 v\u0169 b\u00e3o ng\u00e0y nay. M\u1ed7i c\u00e1 th\u1ec3 l\u00e0 m\u1ed9t kh\u00e1ch h\u00e0ng: kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 l\u00e0 nh\u1eefng ng\u01b0\u1eddi mua, nh\u1eefng nh\u00e2n vi\u00ean, nh\u1eefng nh\u00e0 cung c\u1ea5p v\u00e0 c\u00e1c b\u00ean li\u00ean quan. T\u00f9y theo kh\u1ea3 n\u0103ng c\u1ee7a m\u1ed7i ng\u01b0\u1eddi m\u00e0 \u0111\u01b0\u1ee3c xem l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, c\u00f4ng d\u00e2n hay nh\u00e2n vi\u00ean, v\u00e0 theo c\u00e1ch m\u00e0 h\u1ecd tham gia, ph\u1ee5c v\u1ee5 v\u00e0 trao quy\u1ec1n. \u0110\u00f3 l\u00e0 ch\u00eca kh\u00f3a \u0111\u1ec3 ph\u00e1t tri\u1ec3n vi\u1ec7c kinh doanh trong t\u01b0\u01a1ng lai. T\u1ea5t c\u1ea3 nh\u1eefng th\u00e0nh ph\u1ea7n trong t\u1ed5 ch\u1ee9c v\u00e0 h\u1ec7 sinh th\u00e1i c\u1ee7a doanh nghi\u1ec7p c\u1ea7n \u0111\u01b0\u1ee3c k\u1ebft n\u1ed1i v\u00e0 li\u00ean k\u1ebft v\u1edbi nhau \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng nh\u01b0 l\u00e0 \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y doanh thu.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u1ef1 b\u00f9ng n\u1ed5 ch\u00fa \u00fd v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng th\u1eadt s\u1ef1 r\u1ea5t l\u1edbn. V\u1ec1 l\u00fd thuy\u1ebft, n\u00f3 ch\u1ec9 ra r\u1eb1ng c\u00e1c t\u1ed5 ch\u1ee9c \u0111ang b\u1eaft \u0111\u1ea7u \u0111\u1eb7t c\u00e1c kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd \u1edf v\u1ecb tr\u00ed trung t\u00e2m: l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m (customer-centricity). Kh\u00f4ng ch\u1ec9 \u1edf trong ngh\u0129a ban \u0111\u1ea7u v\u1ec1 s\u1ef1 t\u1eadp trung t\u1ed1t nh\u1ea5t v\u00e0o kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n \u1edf trong ngh\u0129a v\u1ec1 s\u1ef1 t\u1ed1i \u01b0u c\u00e1c quy tr\u00ecnh v\u00e0 c\u00e1c ch\u1ee9c n\u0103ng kinh doanh xoay quanh kh\u00e1ch h\u00e0ng. V\u00e0 kh\u00f4ng ch\u1ec9 \u1edf trong l\u00fd thuy\u1ebft c\u00e1c chi\u1ebfn l\u01b0\u1ee3c m\u00e0 c\u00f2n trong th\u1ef1c ti\u1ec5n, \u0111\u1eddi s\u1ed1ng th\u1ef1c, trong d\u1ecbch v\u1ee5 v\u00e0 h\u01a1n th\u1ebf n\u1eefa.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ee5c l\u1ee5c [\u1ea9n]<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>V\u00f2ng \u0111\u1eddi tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/li><li>Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: gi\u00e1 tr\u1ecb trong con m\u1eaft c\u1ee7a ng\u01b0\u1eddi quan s\u00e1t<ul><li>V\u1ea5n \u0111\u1ec1 v\u1ec1 c\u1ea3m x\u00fac v\u00e0 (li\u00ean) h\u00e0nh \u0111\u1ed9ng: tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 s\u1ef1 g\u1eafn b\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng<\/li><li>Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 g\u00f3c nh\u00ecn t\u1eeb b\u00ean ngo\u00e0i<\/li><\/ul><\/li><li>V\u1ea5n \u0111\u1ec1 c\u1ee7a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: cho ph\u00e9p tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n<\/li><li>V\u1ea5n \u0111\u1ec1 t\u1ea1i sao v\u00e0 l\u00e0m c\u00e1ch n\u00e0o t\u0103ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (t\u1ed1t h\u01a1n)<ul><li>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng theo ho\u00e0n c\u1ea3nh<\/li><li>Kh\u00e1ch h\u00e0ng \u0111\u1ecbnh ngh\u0129a c\u00e1i g\u00ec v\u00e0 l\u00e0m th\u1ebf n\u00e0o<\/li><\/ul><\/li><li>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, t\u00ednh s\u1edf h\u1eefu v\u00e0 quy\u1ec1n l\u00e3nh \u0111\u1ea1o<ul><li>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u1edbi s\u1ef1 tham gia C-suite<\/li><li>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 thu h\u1eb9p kho\u1ea3ng c\u00e1ch k\u1ebft n\u1ed1i gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 gi\u00e1 tr\u1ecb doanh nghi\u1ec7p<\/li><\/ul><\/li><li>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<ul><li>B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec v\u00e0 b\u1ea1n c\u00f3 th\u1ec3 l\u00e0m g\u00ec v\u1edbi ch\u00fang?<\/li><li>B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng: \u201cn\u1eafm b\u1eaft\u201d v\u00e0 li\u00ean \u0111\u1edbi kh\u00e1ch h\u00e0ng<\/li><\/ul><\/li><li>T\u1ed1i \u01b0u tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<a href=\"https:\/\/www.i-scoop.eu\/customer-experience\/#Optimizing_the_customer_experience_the_holistic_and_integrated_must\">: <\/a>c\u00e1i ph\u1ea3i t\u1ed5ng qu\u00e1t v\u00e0 t\u00edch h\u1ee3p<\/li><li>Chuy\u1ec3n \u0111\u1ed5i tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<a href=\"https:\/\/www.i-scoop.eu\/customer-experience\/#Customer_experience_transformation_getting_started\">: <\/a>b\u1eaft \u0111\u1ea7u<ul><li>T\u1ea1i sao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u1ea1i quan tr\u1ecdng?<\/li><li>V\u0103n h\u00f3a, c\u00e1c ti\u1ebfn tr\u00ecnh v\u00e0 4 n\u0103ng l\u1ef1c tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/li><\/ul><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1eeb \u0111\u1ea7u \u0111\u1ebfn cu\u1ed1i<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ecbnh ngh\u0129a v\u1ec1 kh\u00e1ch h\u00e0ng nay \u0111\u00e3 thay \u0111\u1ed5i. Hay \u00edt nh\u1ea5t l\u00e0: ch\u00fang t\u00f4i mu\u1ed1n b\u1ea1n c\u00f3 c\u00e1i ngh\u0129 kh\u00e1c bi\u1ec7t v\u1ec1 kh\u00e1ch h\u00e0ng. Trong th\u1ef1c t\u1ebf m\u00f4i tr\u01b0\u1eddng kinh doanh k\u1ebft n\u1ed1i, m\u1ed7i ng\u01b0\u1eddi trong h\u1ec7 sinh th\u00e1i doanh nghi\u1ec7p c\u1ee7a b\u1ea1n l\u00e0 m\u1ed9t kh\u00e1ch h\u00e0ng: t\u1eeb nh\u1eefng nh\u00e2n vi\u00ean, c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 \u0111\u1ebfn nh\u1eefng \u0111\u1ed1i t\u00e1c, nh\u1eefng ng\u01b0\u1eddi mua v\u00e0 m\u1ea1ng l\u01b0\u1edbi c\u1ee7a h\u1ecd, \u0111\u00f3ng nh\u1eefng vai tr\u00f2 kh\u00e1c nhau trong chu\u1ed7i gi\u00e1 tr\u1ecb t\u1eeb s\u1ea3n xu\u1ea5t \u0111\u1ebfn ng\u01b0\u1eddi d\u00f9ng cu\u1ed1i v\u00e0 ng\u01b0\u1ee3c l\u1ea1i. Ta c\u00f3 th\u1ec3 g\u1ecdi h\u1ecd l\u00e0: t\u1ea5t c\u1ea3 c\u00e1c b\u00ean li\u00ean quan.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/qo4L7uy3DhP4VG__Nyn_50d3hnW-_xFlOpWnyir39dQsi7nIU_oxCbmKxmrqUWCywFVBLSWBhOfoU0USQlHfUuDOFMeGWFPyVFV6pOqy0RtWcBxPMYi5nX_Y3e1KpolCLQvR6axM\" alt=\"Customer experience improvement framework by Foviance - now Seren - click for larger image and post\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Khung c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u1ee7a Foviance (hi\u1ec7n t\u1ea1i l\u00e0 Seren)<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u00f3ng vai tr\u00f2 quy\u1ebft \u0111\u1ecbnh cho hi\u1ec7n t\u1ea1i v\u00e0 t\u01b0\u01a1ng lai c\u1ee7a doanh nghi\u1ec7p. N\u00f3 v\u1eabn lu\u00f4n l\u00e0 nh\u01b0 v\u1eady nh\u01b0ng trong k\u1ef7 nguy\u00ean kh\u00e1ch h\u00e0ng \u201c\u0111\u01b0\u1ee3c trao quy\u1ec1n\u201d, mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng lu\u00f4n cao th\u1eadm ch\u00ed c\u00f2n ti\u1ebfp t\u1ee5c cao h\u01a1n n\u1eefa. Trong quy\u1ec3n s\u00e1ch n\u0103m 2005, <a href=\"http:\/\/www.amazon.com\/Return-Customer-Creating-Scarcest-Resource\/dp\/0385510306\">Tr\u1edf l\u1ea1i Kh\u00e1ch h\u00e0ng<\/a>, Don Peppers v\u00e0 Martha Rogers vi\u1ebft r\u1eb1ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t \u0111\u1ec3 th\u00e0nh c\u00f4ng trong kinh doanh. Ch\u00fang ta kh\u00f4ng th\u1ec3 l\u00e0m ng\u01a1 \u0111i\u1ec1u n\u00e0y h\u01a1n n\u1eefa &#8211; ch\u00fang ta th\u1ea5y n\u00f3 m\u1ed7i ng\u00e0y.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trong k\u1ef7 nguy\u00ean \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nh\u01b0 m\u1ed9t k\u1ef7 nguy\u00ean k\u1ebft n\u1ed1i, ng\u00e0y c\u00e0ng gia t\u0103ng s\u1ed1 h\u00f3a m\u00e0 ch\u00fang ta \u0111ang s\u1ed1ng, c\u00e1c nh\u00e2n t\u1ed1 quy\u1ebft \u0111\u1ecbnh h\u00ecnh th\u00e0nh nh\u1eefng tr\u1ea3i nghi\u1ec7m m\u00e0 ch\u00fang ta c\u00f3 v\u1edbi vi\u1ec7c kinh doanh \u0111ang t\u0103ng l\u00ean c\u1ea5p s\u1ed1 nh\u00e2n. Tr\u01b0\u1edbc \u0111\u00e2y ch\u00fang ta ch\u1ec9 mu\u1ed1n nh\u01b0 li\u00ean h\u1ec7 tr\u1ef1c ti\u1ebfp m\u1eb7t \u0111\u1ed1i m\u1eb7t, t\u01b0\u01a1ng t\u00e1c v\u1edbi nhau qua m\u1ed9t v\u00e0i k\u00eanh, d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 c\u00e1c gi\u1ea3i ph\u00e1p, th\u01b0\u01a1ng hi\u1ec7u v\u00e0 m\u1ed9t s\u1ed1 thu\u1ed9c t\u00ednh kh\u00e1c, t\u1ea5t c\u1ea3 \u0111\u1ec1u g\u1eafn li\u1ec1n v\u1edbi vi\u1ec7c kinh doanh, nh\u01b0 c\u00e1c nh\u00e2n t\u1ed1 quy\u1ebft \u0111\u1ecbnh c\u1ee7a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng &#8211; nh\u01b0 t\u1ed5ng h\u1ee3p t\u1ea5t c\u1ea3 tr\u1ea3i nghi\u1ec7m.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trong th\u1ef1c ti\u1ec5n, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u1ea7u cu\u1ed1i \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a nhi\u1ec1u h\u01a1n l\u00e0 ch\u1ec9 c\u00f3 v\u1eady. Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng th\u1ef1c ch\u1ea5t \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u00ecnh b\u1edfi v\u00f4 s\u1ed1 nh\u00e2n t\u1ed1 n\u1eb1m ngo\u00e0i \u201ct\u1ea7m ki\u1ec3m so\u00e1t\u201d c\u1ee7a vi\u1ec7c kinh doanh. Truy\u1ec1n mi\u1ec7ng ch\u1ec9 l\u00e0 m\u1ed9t trong nh\u1eefng \u0111i\u1ec1u ta ngh\u0129 \u0111\u1ebfn. T\u1ea1i c\u00f9ng m\u1ed9t th\u1eddi \u0111i\u1ec3m kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 kh\u00e1ch h\u00e0ng \u0111\u1ec1u mu\u1ed1n c\u00f3 m\u1ed9t tr\u1ea3i nghi\u1ec7m th\u1eadt \u2018wow\u2019 m\u00e0 ch\u00fang ta th\u01b0\u1eddng mu\u1ed1n \u0111em \u0111\u1ebfn. Th\u1ec9nh tho\u1ea3ng h\u1ecd ch\u1ec9 mu\u1ed1n gh\u00e9 qua c\u1eeda h\u00e0ng c\u1ee7a b\u1ea1n, nh\u1eb7t s\u1ea3n ph\u1ea9m, tr\u1ea3 ti\u1ec1n v\u00e0 r\u1eddi \u0111i c\u00e0ng nhanh c\u00e0ng t\u1ed1t. H\u1ecd ch\u1ec9 mu\u1ed1n s\u1ef1 d\u1ec5 d\u00e0ng thu\u1eadn ti\u1ec7n h\u01a1n l\u00e0 ni\u1ec1m vui th\u00edch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u00fd do ch\u1ee7 y\u1ebfu t\u1ea1i sao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng lu\u00f4n v\u00e0 s\u1ebd kh\u00f4ng bao gi\u1edd&nbsp; \u2018trong t\u1ea7m ki\u1ec3m so\u00e1t\u2019 l\u00e0 b\u1edfi v\u00ec m\u1ed7i kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed7i c\u00e1 th\u1ec3 v\u00e0 nh\u00e2n t\u1ed1 c\u1ed1t l\u00f5i trong c\u00f4ng th\u1ee9c tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng th\u00ec r\u1ea5t c\u1ea3m t\u00ednh, c\u00e1 nh\u00e2n, ho\u00e0n c\u1ea3nh v\u00e0 \u0111a d\u1ea1ng.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: gi\u00e1 tr\u1ecb trong con m\u1eaft c\u1ee7a ng\u01b0\u1eddi quan s\u00e1t<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec v\u1eady, thu\u1eadt ng\u1eef \u201cqu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng\u201d (CEM) \u2013 theo \u0111\u00fang ngh\u0129a \u0111en l\u00e0 l\u00e0m qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u2013 d\u01b0\u1eddng nh\u01b0 ban \u0111\u1ea7u c\u00f3 v\u1ebb l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef k\u1ef3 l\u1ea1 v\u00e0 th\u1eadm ch\u00ed c\u00f3 v\u1ebb kh\u00f4ng c\u00f3 m\u1ed1i li\u00ean h\u1ec7 v\u1edbi th\u1ef1c ti\u1ec5n \u0111ang thay \u0111\u1ed5i t\u1eebng ng\u00e0y.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ch\u1eafc ch\u1eafn l\u00e0 b\u1ea1n c\u00f3 th\u1ec3 qu\u1ea3n l\u00fd nhi\u1ec1u y\u1ebfu t\u1ed1 \u0111\u1ec3 t\u1ea1o ra nh\u1eefng \u0111i\u1ec1u ki\u1ec7n cho nh\u1eefng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tuy\u1ec7t v\u1eddi nh\u01b0: ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, t\u1ed1c \u0111\u1ed9 ph\u1ea3n h\u1ed3i c\u1ee7a \u0111\u1ea1i di\u1ec7n trung t\u00e2m li\u00ean l\u1ea1c, n\u1ed9i dung s\u00e1ng t\u1ea1o, ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a c\u00e1c l\u01b0\u1ee3t t\u01b0\u01a1ng t\u00e1c trong v\u00e0 ngo\u1ea1i bi\u00ean (kh\u00f4ng ch\u1ec9 \u1edf trong m\u00f4i tr\u01b0\u1eddng ti\u1ebfp th\u1ecb m\u00e0 c\u00f2n trong m\u1ed9t m\u00f4i tr\u01b0\u1eddng giao ti\u1ebfp trong v\u00e0 ngo\u1ea1i bi\u00ean chung), k\u1ec3 chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac n\u01a1i c\u00e1c t\u01b0\u01a1ng t\u00e1c kh\u00e1c nhau di\u1ec5n ra, \u201cm\u00f4i tr\u01b0\u1eddng\u201d chung c\u1ee7a c\u00e1c tr\u1ea3i nghi\u1ec7m v\u1eadt l\u00fd, hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 \u0111i\u1ec1u kh\u00e1ch h\u00e0ng mu\u1ed1n, danh s\u00e1ch c\u00f2n n\u1eefa v\u00e0 s\u1ebd ti\u1ebfp t\u1ee5c ph\u00e1t tri\u1ec3n.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tuy nhi\u00ean, b\u1ea1n kh\u00f4ng th\u1ec3 th\u1ef1c s\u1ef1 \u201cqu\u1ea3n l\u00fd\u201d tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng nh\u01b0 v\u1eady. V\u00e0 l\u00fd do \u0111\u01a1n gi\u1ea3n l\u00e0: m\u1ed7i kh\u00e1ch h\u00e0ng \u0111\u1ecbnh h\u00ecnh tr\u1ea3i nghi\u1ec7m c\u1ee7a ch\u00ednh h\u1ecd.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1ea5n \u0111\u1ec1 v\u1ec1 c\u1ea3m x\u00fac v\u00e0 (li\u00ean) h\u00e0nh \u0111\u1ed9ng: tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 s\u1ef1 g\u1eafn b\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed7i c\u00e1 th\u1ec3 kh\u00e1ch h\u00e0ng, m\u1ed7i con ng\u01b0\u1eddi l\u00e0 m\u1ed9t c\u00e1 nh\u00e2n. N\u00f3i c\u00e1ch kh\u00e1c: h\u1ecd ho\u00e0n to\u00e0n kh\u00e1c nhau. V\u00ec tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng th\u1eadt s\u1ef1 l\u00e0 \u201cc\u1ee7a ri\u00eang\u201d kh\u00e1ch h\u00e0ng (t\u00ednh c\u1ea3m x\u00fac), c\u00e1c nh\u00e0 cung c\u1ea5p gi\u1ea3i ph\u00e1p CEM, c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb v\u00e0 nh\u1eefng b\u00ean kh\u00e1c nhau b\u1eaft \u0111\u1ea7u th\u1ea3o lu\u1eadn v\u1ec1 s\u1ef1 g\u1eafn b\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng nh\u1edd \u0111\u00f3 c\u00f3 nh\u1eefng (li\u00ean) h\u00e0nh \u0111\u1ed9ng thay v\u00ec ch\u1ec9 ri\u00eang tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (c\u1ea3 hai \u0111i\u1ec1u n\u00e0y kh\u00f4ng gi\u1ed1ng nhau).<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u1ef1 ph\u1ee9c t\u1ea1p n\u00e0y c\u00f9ng v\u1edbi s\u1ef1 thi\u1ebfu hi\u1ec3u bi\u1ebft v\u1ec1 l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m th\u1eadt s\u1ef1 l\u00e0 g\u00ec v\u00e0 th\u1ef1c t\u1ebf l\u00e0 trong th\u1ef1c ti\u1ec5n n\u00f3 v\u1eabn ch\u1ec9 l\u00e0 m\u1ed9t l\u1eddi h\u1ee9a (Ch\u1ee9 ch\u01b0a n\u00f3i, n\u1ed7 l\u1ef1c b\u01b0ng b\u00edt), \u0111\u00e3 v\u00e0 \u0111ang t\u1ea1o ra kho\u1ea3ng c\u00e1ch trong tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng ph\u1ed5 bi\u1ebfn. Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ea5t nhi\u00ean l\u00e0 nhi\u1ec1u th\u1ee9 h\u01a1n nh\u1eefng g\u00ec ch\u00fang ta m\u1edbi \u0111\u1ec1 c\u1eadp \u1edf \u0111\u00e2y, ch\u00fang ta s\u1eed d\u1ee5ng t\u1eeb \u201cqu\u1ea3n l\u00fd\u201d trong \u0111\u00f3 l\u00e0 \u0111\u1ec3 l\u00e0m n\u1ed5i b\u1eadt &#8211; nghi\u00eam t\u00fac n\u00f3i r\u1eb1ng qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 v\u1ec1 \u201cthi\u1ebft k\u1ebf\u201d cho ki\u1ec3u tr\u1ea3i nghi\u1ec7m m\u00e0 b\u1ea1n (kh\u00f4ng, ph\u1ea3i l\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n) coi tr\u1ecdng v\u00e0 mong mu\u1ed1n, t\u1eeb gi\u1ecf tr\u00e1i c\u00e2y treo th\u1ea5p \u0111\u1ebfn nh\u1eefng ph\u1ea7n ph\u1ee9c t\u1ea1p h\u01a1n trong c\u00e2u \u0111\u1ed1 v\u00e0 lu\u00f4n lu\u00f4n c\u1ea3m x\u00fac.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Th\u1eadm ch\u00ed n\u1ebfu tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng mang t\u00ednh x\u00fac c\u1ea3m v\u00e0 c\u00e1 nh\u00e2n th\u00ec v\u1eabn c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec3m gi\u1ed1ng nhau trong c\u00e1ch m\u1ecdi ng\u01b0\u1eddi tr\u1ea3i nghi\u1ec7m m\u1ecdi th\u1ee9, ho\u00e0n th\u00e0nh nhi\u1ec7m v\u1ee5 v\u00e0 coi tr\u1ecdng tr\u1ea3i nghi\u1ec7m.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 quan \u0111i\u1ec3m b\u00ean ngo\u00e0i&nbsp;<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/oLYTN9JsjtJZrVqD7bare1uvdwjEFGBMoH0V9-LtSof-gmNVT5WgTfAxpo1aYeZQqtdPRnJfuBzvisTelxdV2lK6xJ5TmzJD1HG3xcYWtFbhYhv15cM47bkb08hWEx_03Z36x7kn\" alt=\"Tangible benefits of customer experience management - read more\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng ho\u1eb7c CEM kh\u00f4ng ch\u1ec9 l\u00e0 v\u1ec1 l\u00e0m qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n l\u00e0 th\u1ef1c ti\u1ec5n bao g\u1ed3m thi\u1ebft k\u1ebf c\u00e1c t\u01b0\u01a1ng t\u00e1c kh\u00e1ch h\u00e0ng &#8211; nh\u1eefng \u0111i\u1ec3m ti\u1ebfp x\u00fac &#8211; nh\u1eb1m th\u1ecfa m\u00e3n nguy\u1ec7n v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 h\u01a1n th\u1ebf n\u1eefa (khi ch\u00fang c\u00f2n \u00fd ngh\u0129a), do \u0111\u00f3 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u1ea7u cu\u1ed1i \u0111\u01b0\u1ee3c xem x\u00e9t \u0111\u1ebfn v\u00e0 s\u1ef1 t\u01b0\u01a1ng t\u00e1c kh\u00e1ch h\u00e0ng n\u00f3i chung \u0111\u01b0\u1ee3c t\u1ed1i \u01b0u trong v\u00f2ng l\u1eb7p li\u00ean t\u1ee5c c\u1ee7a s\u1ef1 t\u01b0\u01a1ng t\u00e1c, ph\u1ea3n \u1ee9ng v\u00e0 h\u00e0nh \u0111\u1ed9ng h\u1eefu \u00edch v\u00e0 nguy\u1ec7n v\u1ecdng t\u1ed1i \u01b0u h\u00f3a v\u01b0\u1ee3t l\u00ean tr\u00ean \u201cs\u1ef1 v\u1eeba \u0111\u1ee7\u201d. \u201cN\u00f3 ph\u1ea3i l\u00e0 c\u00e1i n\u00f3 ph\u1ea3i l\u00e0\u201d.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi r\u1ea5t nhi\u1ec1u kh\u00eda c\u1ea1nh v\u00e0 th\u00e0nh ph\u1ea7n trong tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed5ng th\u1ec3, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng y\u00eau c\u1ea7u s\u1ef1 t\u1ed1i \u01b0u h\u00f3a trong qu\u1ea3n l\u00fd, chuy\u1ec3n \u0111\u1ed5i v\u00e0 quy tr\u00ecnh li\u00ean quan \u0111\u1ebfn kh\u00e1ch h\u00e0ng \u1edf r\u1ea5t nhi\u1ec1u m\u1ee9c \u0111\u1ed9 kh\u00e1c nhau, c\u1ea7n s\u1eed d\u1ee5ng nhi\u1ec1u d\u1eef li\u1ec7u h\u00e0nh \u0111\u1ed9ng v\u00e0 th\u00f4ng tin v\u00e0 lo\u1ea1i b\u1ecf nh\u1eefng kh\u00f3 kh\u0103n v\u00e0 nh\u1eefng hi\u1ec7u \u1ee9ng silo, xem x\u00e9t &#8211; v\u00e0 li\u00ean h\u1ec7 &#8211; kh\u00e1ch h\u00e0ng v\u00e0 tri\u1ec3n khai c\u00e1c c\u00f4ng ngh\u1ec7 t\u0103ng c\u01b0\u1eddng k\u1ebft n\u1ed1i. B\u1ea1n n\u00ean nh\u1edb r\u1eb1ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 v\u1ec1 d\u1eef li\u1ec7u v\u00e0 c\u00f4ng ngh\u1ec7, t\u1ea5t nhi\u00ean l\u00e0 h\u1ea7u nh\u01b0 kh\u00f4ng ph\u1ea3i nh\u01b0 v\u1eady. Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u1eabn nh\u01b0 ng\u00e0y x\u01b0a nh\u01b0ng r\u1ea5t kh\u00f3 \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee9c \u201c\u0111\u1eb7t m\u00ecnh v\u00e0o v\u1ecb tr\u00ed c\u1ee7a ng\u01b0\u1eddi kh\u00e1c\u201d, theo \u201c\u00fd ki\u1ebfn c\u1ee7a ng\u01b0\u1eddi ngo\u00e0i\u201d v\u00e0 \u0111i ra ngo\u00e0i khu\u00f4n kh\u1ed5 v\u00ec kh\u00e1ch h\u00e0ng kh\u00f4ng ph\u1ea3i ch\u1ec9 l\u00e0 nh\u1eefng d\u1eef li\u1ec7u v\u00e0 ph\u1ea3n h\u1ed3i s\u1ed1 m\u00e0 h\u1ecd c\u00f2n bi\u1ebft \u0111i d\u1ea1o xung quanh v\u00e0 bi\u1ebft n\u00f3i chuy\u1ec7n. H\u00e3y nh\u1edb r\u1eb1ng h\u1ecd c\u00f2n c\u00f3 t\u00ecnh c\u1ea3m n\u1eefa!&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kho\u1ea3ng c\u00e1ch tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: t\u0103ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch t\u1ed1t h\u01a1n<\/strong><br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/5c4ol5TPaY6XgK9AgBX1fodAsu9YavPewcCRyzyZBgZcbefe94oScLIqXpDUUKjVwoQyYXsWxOmh5mE2zFBuBPAyPOLBvFUYqMxLNZIqaONNYQ0IFY6acw-95pEJeWfiUIlb2jnE\" alt=\"The famous customer experience delivery gap Bain and Company first published in 2005 - click for PDF\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">S\u1ef1 b\u1ea5t l\u1ef1c c\u1ee7a ch\u00fang ta trong vi\u1ec7c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng nh\u01b0 m\u1ed9t c\u00e1 nh\u00e2n v\u00e0 s\u1ef1 thi\u1ebfu hi\u1ec3u bi\u1ebft v\u1ec1 c\u00e1i kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 mu\u1ed1n, c\u00f9ng v\u1edbi vi\u1ec7c xem nh\u1eb9 y\u1ebfu t\u1ed1 t\u00ecnh c\u1ea3m th\u1ef1c s\u1ef1 c\u1ee7a kh\u00e1ch h\u00e0ng, g\u00f3p ph\u1ea7n k\u00e9o d\u00e0i kho\u1ea3ng c\u00e1ch tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng ra xa h\u01a1n n\u1eefa: kho\u1ea3ng c\u00e1ch gi\u1eefa doanh nghi\u1ec7p c\u00f3 th\u1ec3 cung c\u1ea5p tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng b\u1eb1ng gi\u00e1 tr\u1ecb doanh nghi\u1ec7p nh\u01b0 th\u1ebf n\u00e0o v\u00e0 gi\u00e1 tr\u1ecb tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng trong con m\u1eaft c\u1ee7a ng\u01b0\u1eddi quan s\u00e1t, c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.bain.com\/bainweb\/pdfs\/cms\/hottopics\/closingdeliverygap.pdf\">Kho\u1ea3ng c\u00e1ch giao nh\u1eadn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng ph\u1ed5 bi\u1ebfn Bain v\u00e0 C\u00f4ng ty xu\u1ea5t b\u1ea3n l\u1ea7n \u0111\u1ea7u n\u0103m 2005 &#8211; nh\u1ea5p chu\u1ed9t \u0111\u1ec3 xem PDF<\/a><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kho\u1ea3ng c\u00e1ch tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng lu\u00f4n lu\u00f4n v\u00e0 v\u1eabn c\u00f2n r\u1ea5t l\u1edbn. B\u1ea1n c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y trong h\u00e0ng tr\u0103m c\u00e1c nghi\u00ean c\u1ee9u nh\u1ecf t\u1eeb \u00edt nh\u1ea5t c\u00e1c th\u1eadp k\u1ef7 tr\u01b0\u1edbc v\u00e0 th\u1ea5y n\u00f3 lu\u00f4n lu\u00f4n l\u1eb7p l\u1ea1i. Ph\u1ea7n tr\u0103m ng\u01b0\u1eddi tr\u1ea3 l\u1eddi doanh nghi\u1ec7p tuy\u00ean b\u1ed1 r\u1eb1ng h\u1ecd c\u00f3 th\u1ec3 cung c\u1ea5p \u201cm\u1ed9t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t\u201d nhi\u1ec1u h\u01a1n r\u1ea5t nhi\u1ec1u so v\u1edbi ph\u1ea7n tr\u0103m kh\u00e1ch h\u00e0ng n\u00f3i r\u1eb1ng h\u1ecd th\u00edch tr\u1ea3i nghi\u1ec7m n\u00e0y (hay c\u1ea3m th\u1ea5y v\u1ea5n \u0111\u1ec1 n\u00e0y r\u1ea5t tuy\u1ec7t).<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trong b\u00e0i b\u00e1o \u201cL\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 t\u0103ng tr\u01b0\u1edfng h\u01b0\u1edbng kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 &#8211; Thu h\u1eb9p kho\u1ea3ng c\u00e1ch giao nh\u1eadn\u201d, Allen, Barney Hamilton, Rob Markey v\u00e0 Frederick F. Reichheld (ng\u01b0\u1eddi cu\u1ed1i c\u00f9ng c\u0169ng l\u00e0 t\u00e1c gi\u1ea3 c\u1ee7a b\u00e0i b\u00e1o c\u00f3 \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ebfn vi\u1ec7c v\u1eadn \u0111\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u n\u0103m 2003), th\u1ea5y r\u1eb1ng 80% c\u00e1c c\u00f4ng ty tin t\u01b0\u1edfng r\u1eb1ng h\u1ecd cung c\u1ea5p m\u1ed9t \u0111\u1ec1 xu\u1ea5t \u01b0u vi\u1ec7t v\u1edbi ch\u1ec9 8% kh\u00e1ch h\u00e0ng c\u00f4ng nh\u1eadn.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u1ef1 th\u1eadt l\u00e0 m\u1eb7c d\u00f9 ph\u1ea7n tr\u0103m m\u00e0 <a href=\"http:\/\/www.bain.com\/bainweb\/pdfs\/cms\/hottopics\/closingdeliverygap.pdf\">t\u1edd b\u00e1o Brain &amp; C\u00f4ng ty (nh\u1ea5p chu\u1ed9t \u0111\u1ec3 xem PDF)<\/a> li\u00ean t\u1ee5c xu\u1ea5t hi\u1ec7n trong r\u1ea5t nhi\u1ec1u ph\u1ea7n v\u00e0 b\u00e0i thuy\u1ebft tr\u00ecnh kh\u00e1c nhau, b\u00e0i b\u00e1o n\u00e0y \u0111\u01b0\u1ee3c vi\u1ebft v\u00e0o n\u0103m 2005 v\u00e0 t\u1ea5t nhi\u00ean kh\u00f4ng bao tr\u00f9m h\u1ebft c\u00e1c ng\u00e0nh ngh\u1ec1 v\u00e0 c\u00e1c c\u00f4ng ty. Nh\u01b0ng v\u1eabn\u2026<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 b\u1ea1n kh\u00f4ng c\u1ea7n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng ph\u1ea3i kh\u00f4ng? Kh\u00f4ng ph\u1ea3i v\u1eady. C\u00f3 r\u1ea5t nhi\u1ec1u th\u1ee9 m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 LU\u00d4N l\u00e0m \u0111\u01b0\u1ee3c \u0111\u1ec3 T\u0102NG tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ec3 \u00fd th\u1ea5y r\u1eb1ng t\u1eeb LU\u00d4N v\u00e0 T\u0102NG \u0111\u01b0\u1ee3c vi\u1ebft hoa. \u0110\u00e2y l\u00e0 l\u00fd do t\u1ea1i sao:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Vi\u1ec7c cho ph\u00e9p tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t \/d\u1ec5 d\u00e0ng h\u01a1n kh\u00f4ng bao gi\u1edd k\u1ebft th\u00fac. N\u00f3 ch\u1ec9 k\u00e9o d\u00e0i h\u01a1n nhi\u1ec1u so v\u1edbi \u0111i\u1ec1u m\u00e0 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb lu\u00f4n tin. L\u00fd do l\u00e0 k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng lu\u00f4n thay \u0111\u1ed5i v\u00e0 lu\u00f4n kh\u00e1c nhau, s\u1ebd lu\u00f4n c\u00f3 nh\u1eefng quy\u1ebft \u0111\u1ecbnh sai l\u1ea7m \u0111\u01b0\u1ee3c \u0111\u01b0a ra v\u00ec nh\u00e2n vi\u00ean c\u1ee7a b\u1ea1n kh\u00f4ng ai l\u00e0 ho\u00e0n h\u1ea3o c\u1ea3. V\u00e0 l\u00fd do cu\u1ed1i c\u00f9ng l\u00e0, v\u1edbi m\u1ed7i c\u00f4ng ngh\u1ec7 m\u1edbi, k\u00eanh d\u1eef li\u1ec7u m\u1edbi, cu\u1ed9c c\u00e1ch m\u1ea1ng x\u00e3 h\u1ed9i, v.v\u2026 v\u00e0 c\u1ea3 c\u00e1c k\u1ef3 v\u1ecdng kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c nh\u00e2n t\u1ed1 \u0111\u1ecbnh ngh\u0129a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng s\u1ebd c\u00f2n ti\u1ebfp t\u1ee5c thay \u0111\u1ed5i n\u1eefa (l\u01b0u \u00fd r\u1eb1ng ch\u00fang t\u00f4i kh\u00f4ng s\u1eed d\u1ee5ng t\u1eeb \u201cli\u00ean quan\u201d).<\/li><li>B\u1ea1n c\u00f3 th\u1ec3 v\u00e0 n\u00ean t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u1ee9ng h\u00e0ng \u0111\u1ea7u v\u00e0 t\u1ea5t nhi\u00ean l\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng. Nh\u01b0ng b\u1ea1n kh\u00f4ng th\u1ec3 ho\u00e0n to\u00e0n ki\u1ec3m so\u00e1t gi\u00e1 tr\u1ecb c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1ea1n c\u00f3 th\u1ec3 t\u1ed1i \u01b0u h\u00f3a m\u1ecdi th\u1ee9 b\u1ea1n l\u00e0m &#8211; v\u00e0 n\u00ean l\u00e0m theo c\u00e1ch t\u1ed1i \u01b0u h\u00f3a v\u00e0 hi\u1ec7n th\u1ef1c h\u00f3a &#8211; nh\u01b0ng b\u1ea1n s\u1ebd kh\u00f4ng bao gi\u1edd c\u00f3 kh\u1ea3 n\u0103ng h\u00e0i l\u00f2ng t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi. \u0110\u00f3 l\u00e0 n\u01a1i ch\u1ee5p l\u1ea1i Ti\u1ebfng N\u00f3i c\u1ee7a Kh\u00e1ch H\u00e0ng v\u00e0 v\u00f2ng l\u1eb7p ti\u1ebfp di\u1ec5n cho vi\u1ec7c t\u1eadp h\u1ee3p c\u00e1c ph\u1ea3n h\u1ed3i v\u00e0 d\u1eef li\u1ec7u \u0111\u1ec3 c\u1ea3i thi\u1ec7n \u0111i\u1ec1u b\u1ea1n mu\u1ed1n \u0111\u00f3ng g\u00f3p v\u00e0 th\u00eam c\u1ea3 kh\u00eda c\u1ea1nh \u2018lu\u00f4n lu\u00f4n\u2019.&nbsp;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1eady, b\u1ea1n c\u00f3 th\u1ec3 l\u00e0m g\u00ec? B\u1ea1n \u0111\u1eb7t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u1edf v\u1ecb tr\u00ed trung t\u00e2m b\u1eb1ng c\u00e1ch n\u00e0o v\u00e0 b\u1ea1n n\u00ean ch\u0103m s\u00f3c nh\u01b0 th\u1ebf n\u00e0o?<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u01b0\u1edbng ti\u1ebfp c\u1eadn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng to\u00e0n di\u1ec7n h\u01a1n v\u00e0 k\u1ebft n\u1ed1i h\u01a1n v\u01b0\u1ee3t qua ti\u1ebfp th\u1ecb v\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng l\u00e0 nh\u00e2n t\u1ed1 ch\u1ee7 y\u1ebfu \u0111\u1ec3 th\u00e0nh c\u00f4ng. Nh\u01b0ng \u0111i\u1ec1u \u0111\u00f3 v\u1eabn ch\u01b0a \u0111\u1ee7.&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/xwkZDEsb1BHE43byVtdwn-SRrJ8-o-aQfgelkfDjJbRmhcszWCdpDEFs07RanrGLU-B4XvMoyParAh0Vhdq8Ir7ik8t8hOOlIihWSEMkq-j1lPruLgNUFzk3--vvyKZZl0mHS_AL\" alt=\"The customer experience and the customer-centric model framework of Accenture - source\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.accenture.com\/us-en\/outlook\/Pages\/outlook-journal-2012-make-company-think-like-customer.aspx\">Khung h\u00ecnh m\u1eabu l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u1ee7a Accenture &#8211;&nbsp; ngu\u1ed3n&nbsp;<\/a><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1ea1i sao v\u00e0 l\u00e0m c\u00e1ch n\u00e0o tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (t\u1ed1t h\u01a1n) l\u1ea1i quan tr\u1ecdng<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/1Ym05ufebUX1Adykydz-40VDUCjQYtVb4p9FJoHJirDrJTu9lf_5hCZ9MukmzYYwJXiwmI5-xd1WYWNaYv0zdf0SPWyBujdc4Szax6hdfWejUAY48e_TxtsiZ2TGaEkZ1U4pQYqW\" alt=\"Leaders in cultivating customer experiences outperform others by 43 percent - Forrester via VisionCritical\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.visioncritical.com\/blog\/customer-centric-infographic\">C\u00e1c l\u00e3nh \u0111\u1ea1o quan t\u00e2m trau d\u1ed3i tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u1ea1t hi\u1ec7u su\u1ea5t t\u1ed1t h\u01a1n so v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c 43% &#8211; Forrester v\u1edbi VisionCritia<\/a><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ea7u ti\u00ean ch\u00fang ta h\u00e3y xem x\u00e9t t\u1ea1i sao c\u1ee7a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u1ea1i quan tr\u1ecdng. Ch\u00fang ta \u0111\u1ec1u bi\u1ebft r\u00f5 c\u00e2u tr\u1ea3 l\u1eddi hi\u1ec3n nhi\u00ean khi m\u00e0 ch\u00fang \u0111\u01b0\u1ee3c l\u1eb7p l\u1ea1i nhi\u1ec1u l\u1ea7n nh\u01b0:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>K\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng t\u0103ng l\u00ean,<\/li><li>M\u1ecdi ng\u01b0\u1eddi c\u00f3 nhi\u1ec1u k\u00eanh \u0111\u1ec3 b\u00e0y t\u1ecf \u00fd ki\u1ebfn c\u1ee7a b\u1ea3n th\u00e2n h\u01a1n,<\/li><li>L\u00e0m kh\u00e1ch h\u00e0ng th\u1ea5t v\u1ecdng s\u1ebd khi\u1ebfn h\u1ecd thay \u0111\u1ed5i nh\u00e0 cung c\u1ea5p, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong m\u1ed9t s\u1ed1 ng\u00e0nh ngh\u1ec1 c\u1ee5 th\u1ec3<\/li><li>&#8230;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u00ean th\u1ef1c t\u1ebf, \u1edf t\u1ea5t c\u1ea3 m\u1ecdi ng\u00e0nh ngh\u1ec1 ch\u00fang t\u00f4i \u0111\u00e3 ph\u00e2n t\u00edch g\u1ea7n \u0111\u00e2y, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed1i \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u trong ch\u01b0\u01a1ng tr\u00ecnh ngh\u1ecb s\u1ef1 c\u1ee7a doanh nghi\u1ec7p.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng theo ng\u1eef c\u1ea3nh<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c tr\u1ea3i nghi\u1ec7m c\u1ee7a c\u00e1 nh\u00e2n \u0111\u1ec1u c\u00f3 t\u00e1c \u0111\u1ed9ng nh\u01b0 nhau \u0111\u1ebfn m\u1ecdi ng\u01b0\u1eddi: m\u1ed7i ng\u01b0\u1eddi \u0111\u1ec1u kh\u00e1c bi\u1ec7t. \u0110i\u1ec1u n\u00e0y kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 m\u1ed9t v\u00e0i tr\u1ea3i nghi\u1ec7m x\u1ea5u c\u0169ng b\u1ecb \u0111\u1ecbnh ngh\u0129a l\u00e0 th\u1ea3m h\u1ecda. C\u00f3 r\u1ea5t nhi\u1ec1u v\u00ed d\u1ee5 cho ta th\u1ea5y kh\u00e1ch h\u00e0ng h\u1ec1 \u0111\u1ed5i sang nh\u00e0 cung c\u1ea5p kh\u00e1c, d\u00f9 n\u1ebfu h\u1ecd li\u00ean ti\u1ebfp g\u1eb7p nh\u1eefng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed3i t\u1ec7 \u0111i n\u1eefa.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u n\u00e0y li\u00ean quan \u0111\u1ebfn nhi\u1ec1u y\u1ebfu t\u1ed1, t\u1eeb y\u1ebfu t\u1ed1 \u0111\u1ed9c quy\u1ec1n c\u1ee7a c\u00f4ng ty trong ph\u1ea1m vi c\u1ee7a n\u00f3, vi\u1ec7c kh\u00f3 kh\u0103n trong vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i nh\u00e0 cung c\u1ea5p v\u00e0 \u201c\u0111i\u1ec3m c\u1ed9ng\u201d trong tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng n\u00f3i chung, \u0111\u1ebfn nh\u1eefng nh\u00e2n t\u1ed1 mang t\u00ednh con ng\u01b0\u1eddi nh\u01b0 nhu c\u1ea7u v\u1ec1 s\u1ef1 tho\u1ea3i m\u00e1i (v\u00e0 v\u00ec kh\u00f4ng \u0111\u1ed5i) ho\u1eb7c th\u1eadm ch\u00ed m\u1ed1i quan h\u1ec7 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. H\u01a1n n\u1eefa, c\u00f3 nh\u1eefng kh\u00e1c bi\u1ec7t v\u1ec1 v\u00f9ng mi\u1ec1n, ng\u00e0nh ngh\u1ec1, v.v\u2026 c\u0169ng t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng d\u00f9 nhi\u1ec1u hay \u00edt. \u0110i\u1ec1u n\u00e0y nghe c\u00f3 v\u1ebb tr\u00e1i ng\u01b0\u1ee3c nh\u01b0ng \u0111\u00f3 l\u00e0 th\u1ef1c t\u1ebf: m\u1ed9t s\u1ed1 c\u00f4ng ty b\u1ecb thi\u1ec7t h\u1ea1i n\u1eb7ng n\u1ec1 v\u00ec tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd y\u1ebfu k\u00e9m h\u01a1n so v\u1edbi c\u00f4ng ty kh\u00e1c.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1eb7t kh\u00e1c, m\u1ed9t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed3i t\u1ec7 c\u0169ng c\u00f3 th\u1ec3 ph\u00e1 h\u1ecfng m\u1ecdi th\u1ee9. Ch\u00fang ta h\u00e3y \u0111\u1ed1i di\u1ec7n v\u1edbi n\u00f3: l\u00f2ng trung th\u00e0nh \u0111ang tr\u1edf th\u00e0nh \u0111i\u1ec1u trong qu\u00e1 kh\u1ee9.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Kh\u00e1ch h\u00e0ng \u0111\u1ecbnh ngh\u0129a c\u00e1i g\u00ec v\u00e0 l\u00e0m th\u1ebf n\u00e0o?&nbsp;<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tuy nhi\u00ean, nh\u00ecn chung t\u1ea7m quan tr\u1ecdng c\u1ee7a tr\u1ea3i nghi\u1ec7m \u0111ang l\u1edbn l\u00ean t\u1eebng ng\u00e0y c\u0169ng nh\u01b0 n\u00f3 t\u00e1c \u0111\u1ed9ng l\u00ean k\u1ebft qu\u1ea3 kinh doanh c\u1ee7a c\u00e1c t\u1ed5 ch\u1ee9c. V\u00e0 nh\u00ecn chung kh\u00e1ch h\u00e0ng \u0111\u1eb7t k\u1ef3 v\u1ecdng cao h\u01a1n kh\u00f4ng c\u00f2n l\u00e0 \u0111i\u1ec1u xa v\u1eddi. M\u1ecdi th\u1ee9 c\u1ea7n ph\u1ea3i ch\u1ea5t l\u01b0\u1ee3ng h\u01a1n v\u00e0 nhanh h\u01a1n trong Th\u1ebf H\u1ec7 Ngay L\u1eadp T\u1ee9c n\u00e0y.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kh\u00e1ch h\u00e0ng ng\u00e0y nay \u0111\u01b0\u1ee3c quy\u1ec1n quy\u1ebft \u0111\u1ecbnh anh ta mu\u1ed1n c\u00e1i g\u00ec v\u00e0 \u0111\u01b0\u1ee3c c\u00e1c t\u1ed5 ch\u1ee9c c\u00f3 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t ph\u1ee5c v\u1ee5 ho\u1eb7c m\u1ecdi ng\u00e0nh ngh\u1ec1 \u0111\u1ec1u ch\u00fa tr\u1ecdng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1eeb r\u1ea5t l\u00e2u.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u c\u1ea7n thi\u1ebft l\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 c\u00e2n b\u1eb1ng h\u1ee3p l\u00fd trong vi\u1ec7c \u0111\u00e1p \u1ee9ng k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 n\u00e2ng cao m\u1ee9c y\u00eau c\u1ea7u v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng cho doanh nghi\u1ec7p v\u00e0 kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>K\u1ebft n\u1ed1i c\u00e1c \u0111i\u1ec3m v\u00e0 c\u00e1c c\u00f4ng \u0111o\u1ea1n b\u1eb1ng vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a, hi\u1ec3u bi\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 gi\u00e1 tr\u1ecb kinh doanh s\u00e2u s\u1eafc h\u01a1n (v\u00e0 l\u00e0m c\u00e1ch n\u00e0o \u0111\u1ed3ng th\u1eddi th\u1ef1c s\u1ef1 c\u00f3 s\u1ef1 k\u1ebft n\u1ed1i s\u00e2u h\u01a1n ch\u00fang ta tin t\u01b0\u1edfng),&nbsp;<\/li><li>T\u1ed1i \u01b0u h\u00f3a trong nhi\u1ec1u quy tr\u00ecnh h\u01a1n theo c\u00e1ch ph\u1ed5 bi\u1ebfn,<\/li><li>Kh\u00f4ng qu\u00e1 coi tr\u1ecdng hay xem nh\u1eb9 c\u00e1c ch\u1ee9c n\u0103ng v\u00e0 ph\u1ea7n kinh doanh c\u1ee5 th\u1ec3 trong ph\u01b0\u01a1ng tr\u00ecnh tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed5ng th\u1ec3.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cKh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f2n l\u00e0 th\u01b0\u1ee3ng \u0111\u1ebf n\u1eefa; kh\u00e1ch h\u00e0ng l\u00e0 ng\u01b0\u1eddi chi ph\u1ed1i, k\u1ebb \u0111\u1ed9c t\u00e0i\u201d Gerry McGovern.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Vai tr\u00f2 c\u1ee7a d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, trung t\u00e2m li\u00ean l\u1ea1c (v\u00e0 ti\u1ebfp th\u1ecb) trong tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u00f2i h\u1ecfi s\u1ef1 t\u00edch h\u1ee3p, hay \u00edt nh\u1ea5t l\u00e0 s\u1ef1 li\u00ean k\u1ebft gi\u1eefa c\u00e1c b\u1ed9 ph\u1eadn kh\u00e1c nhau. \u0110i\u1ec1u n\u00e0y di\u1ec5n ra trong t\u1ea5t c\u1ea3 m\u1ecdi&nbsp; ho\u1ea1t \u0111\u1ed9ng kinh doanh. Trong th\u1ef1c t\u1ebf, tuy nhi\u00ean ng\u01b0\u1eddi ta \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng r\u1ea5t kh\u00f3 li\u00ean k\u1ebft c\u00e1c b\u1ed9 ph\u1eadn v\u00e0 c\u00e1c c\u00f4ng \u0111o\u1ea1n ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng. C\u00f3 r\u1ea5t nhi\u1ec1u r\u1ee7i ro khi m\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh v\u1ea5n \u0111\u1ec1 ti\u1ebfp th\u1ecb trong khi \u0111\u00f3 c\u00e1c b\u1ed9 ph\u1eadn d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng bao g\u1ed3m c\u1ea3 trung t\u00e2m li\u00ean l\u1ea1c b\u1ecb \u0111\u00e1nh gi\u00e1 th\u1ea5p. Th\u1ef1c t\u1ebf cho th\u1ea5y c\u00e1c nh\u00e0 \u0111i\u1ec1u h\u00e0nh qu\u1ea3n l\u00fd coi trung t\u00e2m li\u00ean l\u00e0 trung t\u00e2m ph\u00ed t\u1ed5n ch\u1ec9 ra kho\u1ea3ng c\u00e1ch kh\u00e1c trong c\u00e1c c\u00e1ch ch\u00fang t\u00f4i (kh\u00f4ng) ti\u1ebfp c\u1eadn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch to\u00e0n di\u1ec7n. Th\u00f4ng tin th\u00eam v\u1ec1 nhu c\u1ea7u k\u1ebft n\u1ed1i c\u00e1c b\u1ed9 ph\u1eadn ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng v\u00e0 vai tr\u00f2 c\u1ee7a trung t\u00e2m li\u00ean l\u1ea1c trong tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, t\u00ednh s\u1edf h\u1eefu v\u00e0 quy\u1ec1n l\u00e3nh \u0111\u1ea1o<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cKh\u00f4ng ai \u2018s\u1edf h\u1eefu\u2019 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tr\u1eeb ch\u00ednh kh\u00e1ch h\u00e0ng.\u201d \u0110\u00fang v\u1eady, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tuy\u1ec7t v\u1eddi nh\u1ea5t khi c\u00e1c l\u00e3nh \u0111\u1ea1o, s\u1ef1 t\u1ed1i \u01b0u ho\u1ea1t \u0111\u1ed9ng v\u00e0 s\u1ef1 ti\u1ebfp c\u1eadn to\u00e0n doanh nghi\u1ec7p \u0111\u1eb7t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u1edf v\u1ecb tr\u00ed r\u00f5 r\u00e0ng trong h\u1ed9i \u0111\u1ed3ng qu\u1ea3n tr\u1ecb.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u1edbi s\u1ef1 tham gia c\u1ee7a C-suite&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00f3 m\u1ed9t v\u00e0i l\u00fd do cho vi\u1ec7c \u0111\u00f2i h\u1ecfi ph\u1ea3i c\u00f3 l\u00e3nh \u0111\u1ea1o \u0111i\u1ec1u h\u00e0nh v\u00e0 \u0111em kh\u00e1ch h\u00e0ng v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0o trong ph\u00f2ng qu\u1ea3n tr\u1ecb.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 ch\u00eca kh\u00f3a trong h\u1ea7u h\u1ebft c\u00e1c quy tr\u00ecnh v\u00e0 ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng: t\u1eeb d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng \u0111\u1ebfn l\u00f2ng trung th\u00e0nh v\u00e0 s\u1ef1 g\u1eafn k\u1ebft.<\/li><li>\u0110i\u1ec1u \u0111\u00e1ng ho\u00e0i nghi nh\u1ea5t trong nghi\u00ean c\u1ee9u c\u1ee7a m\u1ed9t s\u1ed1 c\u00f4ng ty ch\u1ec9 ra r\u00f5 r\u00e0ng l\u00e0 c\u00f3 m\u1ed1i li\u00ean k\u1ebft hi\u1ec3n nhi\u00ean gi\u1eefa tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng th\u00e0nh c\u00f4ng v\u00e0 s\u1ef1 tham gia c\u1ee7a c\u00e1c b\u1eadc l\u00e3nh \u0111\u1ea1o CEO.<\/li><li>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 s\u1ef1 g\u1eafn k\u1ebft c\u1ee7a nh\u00e2n vi\u00ean song h\u00e0nh v\u1edbi nhau. S\u1ef1 g\u1eafn k\u1ebft c\u1ee7a nh\u00e2n vi\u00ean \u0111\u00f2i h\u1ecfi c\u00f3 l\u00e3nh \u0111\u1ea1o nh\u01b0 c\u00e1c nghi\u00ean c\u1ee9u \u0111\u00e3 ch\u1ee9ng minh.&nbsp;<\/li><li>S\u1ef1 thay \u0111\u1ed5i v\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u00f2i h\u1ecfi t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng s\u1ebd kh\u00f4ng th\u1ec3 x\u1ea3y ra n\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 \u0111\u1ecbnh h\u01b0\u1edbng c\u1ee7a m\u1ee9c C (C-level).<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed7i ng\u01b0\u1eddi \u0111\u1ec1u \u0111\u00f3ng g\u00f3p m\u1ed9t ph\u1ea7n trong vi\u1ec7c \u0111\u1ea1t t\u1edbi tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tuy\u1ec7t v\u1eddi nh\u01b0ng ch\u1ec9 c\u00f3 m\u1ed9t s\u1ed1 th\u1eadm ch\u00ed c\u00f2n l\u00e0m t\u1ed1t h\u01a1n ng\u01b0\u1eddi kh\u00e1c. C\u00e1c vai tr\u00f2 kh\u00e1c nhau \u0111\u00e3 v\u00e0 \u0111ang t\u0103ng l\u00ean trong v\u00e0i n\u0103m tr\u1edf l\u1ea1i \u0111\u00e2y \u0111\u1ec3 l\u00e0m kh\u00e1ch h\u00e0ng t\u1eadp trung v\u00e0o th\u1ef1c t\u1ea1i v\u00e0 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng h\u01a1n l\u00e0 d\u1ecbch v\u1ee5 \u0111\u1ea7u l\u01b0\u1ee1i. Nh\u1eefng tr\u00e1ch nhi\u1ec7m n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c san s\u1ebb nh\u01b0ng v\u1eabn lu\u00f4n c\u1ea7n ph\u1ea3i c\u00f3 ng\u01b0\u1eddi ch\u1ec9 \u0111\u1ea1o.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 thu h\u1eb9p kho\u1ea3ng c\u00e1ch k\u1ebft n\u1ed1i kh\u00e1ch h\u00e0ng v\u00e0 gi\u00e1 tr\u1ecb doanh nghi\u1ec7p<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ch\u00fang ta \u0111ang s\u1ed1ng trong m\u1ed9t th\u1ebf gi\u1edbi m\u00e0 kho\u1ea3ng c\u00e1ch lu\u00f4n t\u1ed3n t\u1ea1i v\u00e0 s\u1ee9 m\u1ec7nh c\u1ee7a ch\u00fang ta l\u00e0 thu h\u1eb9p nh\u1eefng kho\u1ea3ng c\u00e1ch \u0111\u00f3 b\u1eb1ng c\u00e1ch b\u1eafc nh\u1eefng c\u00e2y c\u1ea7u trong ch\u00ednh t\u1ed5 ch\u1ee9c c\u1ee7a ch\u00fang ta, v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a ch\u00fang ta, v\u00e0 to\u00e0n b\u1ed9 h\u1ec7 sinh th\u00e1i trong doanh nghi\u1ec7p c\u1ee7a ch\u00fang ta.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>C\u00f3 nh\u1eefng kho\u1ea3ng c\u00e1ch gi\u1eefa c\u00e1i m\u00e0 ch\u00fang ta t\u01b0\u1edfng kh\u00e1ch h\u00e0ng mu\u1ed1n v\u00e0 c\u00e1i m\u00e0 h\u1ecd th\u1ef1c s\u1ef1 mu\u1ed1n.<\/li><li>Kho\u1ea3ng c\u00e1ch gi\u1eefa c\u00e1ch ch\u00fang ta nh\u1eadn th\u1ea5y ch\u1ea5t l\u01b0\u1ee3ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng ch\u00fang ta cung c\u1ea5p v\u00e0 c\u00e1ch kh\u00e1ch h\u00e0ng ti\u1ebfp nh\u1eadn gi\u00e1 tr\u1ecb c\u1ee7a ch\u00fang.<\/li><li>Kho\u1ea3ng c\u00e1ch gi\u1eefa \u0111\u1ea7u cu\u1ed1i c\u1ee7a doanh nghi\u1ec7p v\u00e0 v\u0103n ph\u00f2ng h\u00e0nh ch\u00ednh<\/li><li>Kho\u1ea3ng c\u00e1ch gi\u1eefa c\u00e1c ph\u00f2ng ban.&nbsp;<\/li><li>Kho\u1ea3ng c\u00e1ch gi\u1eefa k\u1ef3 v\u1ecdng v\u00e0 th\u1ef1c t\u1ebf c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/li><li>Kho\u1ea3ng c\u00e1ch gi\u1eefa c\u00e1ch ch\u00fang ta t\u00ecm ki\u1ebfm gi\u00e1 tr\u1ecb doanh nghi\u1ec7p v\u00e0 c\u00e1ch ch\u00fang ta cung c\u1ea5p v\u00e0 t\u1ea1o l\u1ee3i nhu\u1eadn t\u1eeb vi\u1ec7c coi tr\u1ecdng kh\u00e1ch h\u00e0ng.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.mckinsey.com\/insights\/marketing_sales\/how_b2b_companies_talk_past_their_customers\">&nbsp;Nhi\u1ec1u kho\u1ea3ng c\u00e1ch h\u01a1n &#8211; nghi\u00ean c\u1ee9u c\u1ee7a McKinsey ch\u1ec9 ra r\u1eb1ng b\u1ed1i c\u1ea3nh khi\u1ebfn nhi\u1ec1u c\u00f4ng ty B2B coi t\u1ea7m quan tr\u1ecdng c\u1ee7a h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u xu\u1ea5t hi\u1ec7n s\u1ebd c\u00f3 \u00edt nhi\u1ec1u \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ee9c m\u1ea1nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u<\/a><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Th\u1eadm ch\u00ed n\u1ebfu t\u1ed5 ch\u1ee9c c\u1ee7a ch\u00fang ta mu\u1ed1n l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m h\u01a1n v\u00e0 ch\u00fang ta k\u1ebft n\u1ed1i c\u00e1c quy tr\u00ecnh, con ng\u01b0\u1eddi, th\u00f4ng tin v\u00e0 m\u1ecdi th\u1ee9 th\u00ec ch\u00fang ta v\u1eabn c\u00f2n c\u00e1ch m\u1ee5c ti\u00eau r\u1ea5t xa. Th\u1ef1c t\u1ebf cho th\u1ea5y r\u1ea5t kh\u00f3 kh\u0103n trong vi\u1ec7c \u0111\u00e1p \u1ee9ng k\u1ecbp th\u1eddi h\u01a1n v\u00e0 nhanh ch\u00f3ng h\u01a1n trong n\u1ec1n kinh t\u1ebf th\u1ef1c ti\u1ec5n ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng m\u1eb7t n\u00e0y. C\u0169ng r\u1ea5t kh\u00f3 kh\u0103n trong vi\u1ec7c \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 v\u00e0o th\u1ef1c ti\u1ec5n v\u00e0 n\u1eafm b\u1eaft k\u1ecbp th\u1eddi y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 nh\u00e2n vi\u00ean c\u1ee7a ch\u00fang ta. V\u00e0 t\u1ea5t nhi\u00ean l\u00e0 r\u1ea5t kh\u00f3 \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a c\u00e1ch ch\u00fang ta c\u00f3 th\u1ec3 t\u1ea1o ra nhi\u1ec1u gi\u00e1 tr\u1ecb doanh nghi\u1ec7p h\u01a1n b\u1eb1ng c\u00e1ch cung c\u1ea5p nhi\u1ec1u gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng h\u01a1n.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t trong r\u1ea5t nhi\u1ec1u l\u00fd do g\u00f3p ph\u1ea7n v\u00e0o nh\u1eefng kho\u1ea3ng c\u00e1ch n\u00e0y, nh\u01b0 m\u1ed9t mi\u1ebfng pho m\u00e1t Th\u1ee5y S\u0129 v\u1edbi r\u1ea5t nhi\u1ec1u l\u1ed7 tr\u00ean \u0111\u00f3, l\u00e0 s\u1ef1 thi\u1ebfu k\u1ebft n\u1ed1i gi\u1eefa c\u00e1c ch\u1ee9c n\u0103ng kinh doanh. M\u1ed9t l\u00fd do kh\u00e1c n\u1eefa l\u00e0 vi\u1ec7c thi\u1ebfu k\u1ebft n\u1ed1i gi\u1eefa c\u00e1c quy tr\u00ecnh v\u00e0 c\u00e1c b\u1ed9 ph\u1eadn \u0111\u1ec3 c\u00f9ng nhau \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng m\u1ee5c ti\u00eau c\u00f3 th\u1ec3 so s\u00e1nh \u0111\u01b0\u1ee3c m\u00e0 n\u00f3 c\u1ea7n s\u1ef1 s\u1ef1 h\u1ee3p t\u00e1c ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 l\u00f2ng tin t\u01b0\u1edfng. M\u1ed9t l\u00fd do kh\u00e1c n\u1eefa l\u00e0 th\u1ef1c t\u1ebf ch\u00fang ta th\u01b0\u1eddng ch\u1ec9 bi\u1ebft b\u00e1n t\u1ea7m quan tr\u1ecdng c\u1ee7a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng theo c\u00e1ch ho\u00e0n to\u00e0n sai l\u1ea7m m\u00e0 kh\u00f4ng bi\u1ebft mua v\u00e0o. L\u00fd do cu\u1ed1i c\u00f9ng l\u00e0 l\u00f2ng tham kh\u00f4ng \u0111\u00e1y mu\u1ed1n ki\u1ec3m so\u00e1t, hay s\u1ef1 lo s\u1ee3 b\u1ecb m\u1ea5t quy\u1ec1n ki\u1ec3m so\u00e1t hay vi\u1ec7c qu\u00e1 bao b\u1ecdc c\u00e1c silo m\u00e0 ch\u00fang ta t\u1ea1o ra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110i\u1ec1u n\u00e0y n\u00f3i v\u1ec1 s\u1ef1 t\u00edch h\u1ee3p v\u00e0 m\u1ed1i quan h\u1ec7 gi\u1eefa con ng\u01b0\u1eddi th\u00f4ng qua c\u00e1c quy tr\u00ecnh k\u1ebft n\u1ed1i v\u00e0 l\u00e0m vi\u1ec7c th\u00f4ng qua c\u00e1c silo, c\u00f3 quan \u0111i\u1ec3m r\u1ed9ng r\u00e3i h\u01a1n, li\u00ean quan \u0111\u1ebfn to\u00e0n th\u1ec3 doanh nghi\u1ec7p, kh\u00e1ch h\u00e0ng v\u00e0 h\u1ec7 sinh th\u00e1i. B\u1edfi v\u00ec cu\u1ed1i c\u00f9ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 nhi\u1ec7m v\u1ee5 c\u1ee7a M\u1eccI NG\u01af\u1edcI v\u00e0 M\u1eccI M\u1ed0I QUAN H\u1ec6 khi\u1ebfn n\u00f3 kh\u00e1c bi\u1ec7t. C\u00f4ng ngh\u1ec7 ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 t\u1ea1o \u0111i\u1ec1u ki\u1ec7n \u0111\u1ec3 l\u00e0m cho n\u00f3 t\u1ed1t h\u01a1n th\u00f4i.<br><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/LV67SmpU5zYmN3n7DX2dRJjTv7i3L7ze6UMvhIfHQTkljzbN_nYaNYpmnEgdZzvbDIjQzvcOFsqCc9OTIyX5quQUpCwePbBV74oXQEn1qrmOJ1rRKBIU_Z9sFzh51gSb2rjF7EYB\" alt=\"Six dimensions of the customer experience as described by Amith Parameshwara on CMSWire - click for full article and image\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.cmswire.com\/cms\/customer-experience\/the-6-pieces-of-the-customer-experience-puzzle-023789.php\">S\u00e1u kh\u00eda c\u1ea1nh v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c m\u00f4 t\u1ea3 b\u1edfi Amith Parameshwara trong CMSWire &#8211; nh\u1ea5p chu\u1ed9t \u0111\u1ec3 xem to\u00e0n b\u1ed9 b\u00e0i b\u00e1o v\u00e0 h\u00ecnh \u1ea3nh&nbsp;<\/a><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/WTUprImA2QIlkNQ7r1sAJdUP0tAQhmW1NOJB0v7-rUunjSF3Mw4oflo0ncEOWgJR-Q4im_xoBw9AW30m_fnX0dxa7wQubIbNjV4LoC6eHrZByeS20upOyVBTZmqoBv77w0HsMcb7\" alt=\"The customer lifecycle journey as looked upon by Oracle - source\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e0nh tr\u00ecnh v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng nh\u01b0 tr\u00ean c\u1ee7a <a href=\"http:\/\/www.oracle.com\/index.html\">Oracle <\/a>\u2013 ngu\u1ed3n: <a href=\"http:\/\/blogs.forrester.com\/kate_leggett\/13-04-24-oracles_customer_experience_management_technology_its_a_good_thing_but_really_hard_to_do\">Kate Leggett (Forrester)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, b\u1ea1n c\u00f3 th\u1ec3 xem x\u00e9t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 r\u1ea5t nhi\u1ec1u quy tr\u00ecnh v\u00e0 k\u1ebf ho\u1ea1ch h\u01b0\u1edbng kh\u00e1ch h\u00e0ng li\u00ean quan b\u1eb1ng c\u00e1ch \u0111\u1eb7t h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u1edf gi\u1eefa, h\u1ea7u h\u1ebft th\u01b0\u1eddng s\u1eed d\u1ee5ng c\u00e1c h\u00ecnh m\u1eabu c\u00e1 nh\u00e2n v\u00e0 t\u1eadp trung v\u00e0o c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau c\u1ee7a v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u01b0a ra suy \u0111o\u00e1n trong qu\u1ea3n l\u00fd v\u00e0 thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 m\u00f4 h\u00ecnh khung cho ph\u00e9p b\u1ea1n c\u00f3 c\u00e1i nh\u00ecn ch\u00ednh x\u00e1c h\u01a1n v\u1ec1 v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng, nh\u00ecn th\u1ea5y c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m, m\u1ee5c ti\u00eau, nh\u1eefng k\u00edch th\u00edch x\u00fac c\u1ea3m, c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau v\u00e0 nh\u1eefng \u0111i\u1ec3m ti\u1ebfp x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng (m\u1eb7c d\u00f9 b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng kh\u00f4ng h\u1ec1 gi\u1ed1ng v\u1edbi m\u1ed9t b\u1ea3n \u0111\u1ed3 ti\u1ebfp x\u00fac). \u0110\u00f3 l\u00e0 m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn phi tuy\u1ebfn t\u00ednh tr\u00e1i ng\u01b0\u1ee3c v\u1edbi nh\u1eefng g\u00ec ch\u00fang ta th\u01b0\u1eddng th\u1ea5y trong c\u00e1c m\u1eabu k\u00eanh ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec v\u00e0 ch\u00fang ta c\u00f3 th\u1ec3 l\u00e0m g\u00ec v\u1edbi ch\u00fang?<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh th\u01b0\u1eddng \u0111\u01b0\u1ee3c l\u00e0m b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng c\u00e1c h\u00ecnh m\u1eabu c\u00e1 nh\u00e2n. \u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 ch\u00ednh x\u00e1c v\u00e0 b\u00e1m s\u00e1t v\u1edbi tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t c\u00f3 th\u1ec3, b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng xem x\u00e9t c\u00e1c c\u00e2u h\u1ecfi kh\u00e1ch h\u00e0ng ch\u1ee7 ch\u1ed1t qua nh\u1eefng giai \u0111o\u1ea1n kh\u00e1c nhau ho\u1eb7c \u201cnh\u1eefng kho\u1ea3nh kh\u1eafc\u201d trong v\u00f2ng \u0111\u1eddi \u0111\u00f3 v\u1edbi c\u00e1ch ti\u1ebfp c\u1eadn \u00edt giai \u0111o\u1ea1n h\u01a1n v\u00e0 s\u1eed d\u1ee5ng c\u00e1c c\u00e1ch kh\u00e1c nhau \u0111\u1ec3 hi\u1ec3u bi\u1ebft r\u00f5 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng v\u00e0 \u00e1nh x\u1ea1 n\u00f3 b\u1eb1ng nh\u1eefng c\u00e1ch tr\u1ef1c quan. B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng kh\u00f4ng c\u1ed1 \u0111\u1ecbnh, ch\u00fang l\u00e0 nh\u1eefng di\u1ec5n bi\u1ebfn \u0111\u1ed9ng, ch\u1ee7 y\u1ebfu t\u1eadp trung v\u00e0o t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. C\u00e1c kh\u00eda c\u1ea1nh x\u00fac c\u1ea3m h\u1ea7u nh\u01b0 lu\u00f4n lu\u00f4n \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n. B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u00ean ngo\u00e0i ph\u1ea1m vi nghi\u00eam ng\u1eb7t c\u1ee7a qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. Ch\u00fa \u00fd l\u00e0 \u0111\u1eebng ph\u1ee9c t\u1ea1p h\u00f3a hay \u0111i l\u1ea1c v\u00e0o trong l\u00fd thuy\u1ebft ho\u1eb7c t\u1ec7 nh\u1ea5t l\u00e0, qu\u00e1 l\u1ea1c quan, m\u1ed9ng m\u01a1.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng: \u201cn\u1eafm b\u1eaft\u201d v\u00e0 k\u1ebft n\u1ed1i kh\u00e1ch h\u00e0ng<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng ch\u1ec9 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u00fang khi m\u00e0 c\u00f3 nhi\u1ec1u \u0111\u1ea7u v\u00e0o, c\u00e1c ngu\u1ed3n v\u00e0 ph\u01b0\u01a1ng th\u1ee9c nghi\u00ean c\u1ee9u v\u00e0 c\u00e1c ph\u1ea3n h\u1ed3i kh\u00e1c nhau \u0111\u01b0\u1ee3c xem x\u00e9t c\u1ea7n \u0111\u01b0\u1ee3c c\u00e1c b\u00ean quan tr\u1ecdng hay \u00edt nh\u1ea5t ch\u00ednh b\u1ea3n th\u00e2n kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 v\u00e0 x\u00e1c th\u1ef1c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nh\u01b0 \u0111\u00e3 n\u00f3i \u1edf tr\u01b0\u1edbc \u0111\u00f3 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 l\u00e0 nh\u1eefng b\u00e1o c\u00e1o t\u1ed5ng h\u1ee3p s\u1ed1. Kh\u00e1ch h\u00e0ng \u1edf ngo\u00e0i \u0111\u00f3, v\u00e0 \u0111\u1ea7u ti\u00ean l\u00e0 n\u00f3i chuy\u1ec7n v\u1edbi h\u1ecd v\u00e0 l\u1ea5y \u00fd ki\u1ebfn c\u1ee7a h\u1ecd, h\u1ecd s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n m\u1ed7i ng\u00e0y th\u00f4ng qua nh\u1eefng nh\u00e2n vi\u00ean giao d\u1ecbch, v\u00ed d\u1ee5 nh\u01b0 v\u0103n ph\u00f2ng d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n.&nbsp; B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c hi\u1ec3u bi\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>T\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: ph\u1ea3i to\u00e0n di\u1ec7n v\u00e0 t\u00edch h\u1ee3p<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t nhi\u1ec7m v\u1ee5 to\u00e0n di\u1ec7n, li\u00ean quan \u0111\u1ebfn to\u00e0n b\u1ed9 t\u1ed5 ch\u1ee9c v\u00e0 xem kh\u00e1ch h\u00e0ng nh\u01b0 m\u1ed9t c\u00e1 nh\u00e2n, ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t \u0111\u1ecba ch\u1ec9 email ho\u1eb7c m\u1ed9t lo\u1ea1t c\u00e1c kho\u1ea3nh kh\u1eafc li\u00ean l\u1ea1c &#8211; th\u01b0\u1eddng r\u1eddi r\u1ea1c.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp nh\u1ea5t v\u1edbi c\u00e1c tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng x\u1ea3y ra \u1edf c\u00f4ng \u0111o\u1ea1n \u0111\u1ea7u cu\u1ed1i v\u00e0 xuy\u00ean su\u1ed1t c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp x\u00fac kh\u00e1ch h\u00e0ng. B\u1ea1n h\u00e3y ngh\u0129 v\u1ec1 nh\u1eefng nh\u00e2n vi\u00ean h\u1ed7 tr\u1ee3 ng\u01b0\u1eddi d\u00f9ng (d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, trung t\u00e2m li\u00ean l\u1ea1c), b\u00e1n h\u00e0ng, c\u00e1c t\u01b0\u01a1ng t\u00e1c m\u1eb7t \u0111\u1ed1i m\u1eb7t v\u00e0 th\u1eadm ch\u00ed c\u1ea3 truy\u1ec1n th\u00f4ng ti\u1ebfp th\u1ecb.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t ph\u1ea7n c\u1ee7a th\u1ef1c h\u00e0nh t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 vi\u1ec7c k\u1ebft n\u1ed1i gi\u1eefa v\u0103n ph\u00f2ng l\u1ec5 t\u00e2n v\u00e0 v\u0103n ph\u00f2ng h\u00e0nh ch\u00ednh. Trong th\u1ef1c t\u1ebf \u0111i\u1ec1u n\u00e0y th\u01b0\u1eddng kh\u00f4ng ph\u1ea3i tr\u01b0\u1eddng h\u1ee3p n\u00e0y.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ta c\u00f3 hai v\u00ed d\u1ee5 sau:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>N\u1ebfu ph\u00f2ng trung t\u00e2m kh\u00e1ch h\u00e0ng kh\u00f4ng lo\u1ea1i b\u1ecf \u0111\u00fang th\u00f4ng tin \u0111\u1ec3 ph\u1ee5c v\u1ee5 kh\u00e1ch h\u00e0ng b\u1edfi vi\u1ec7c thi\u1ebfu th\u00f4ng tin quan tr\u1ecdng \u0111\u1ec3 c\u00f3 c\u00e1i nh\u00ecn (s\u1ef1 t\u01b0\u01a1ng t\u00e1c) to\u00e0n di\u1ec7n v\u1ec1 kh\u00e1ch h\u00e0ng, s\u1ef1 thi\u1ebfu li\u00ean k\u1ebft khi v\u0103n ph\u00f2ng h\u00e0nh ch\u00ednh nh\u1eadp th\u00f4ng tin v\u00e0 v\u0103n ph\u00f2ng l\u1ec5 t\u00e2n c\u0169ng nh\u1eadp th\u00f4ng tin nh\u01b0ng t\u1ea1i th\u1eddi \u0111i\u1ec3m \u0111\u00f3 li\u00ean l\u1ea1c kh\u00e1ch h\u00e0ng tr\u1ef1c ti\u1ebfp c\u0169ng di\u1ec5n ra, g\u00e2y ra s\u1ef1 th\u1ea5t v\u1ecdng v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng k\u00e9m.&nbsp;<\/li><li>Khi m\u1ed9t kh\u00e1ch h\u00e0ng li\u00ean h\u1ec7 tr\u1ef1c ti\u1ebfp v\u1edbi doanh nghi\u1ec7p c\u1ee7a b\u1ea1n b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng m\u1ed9t c\u00f4ng c\u1ee5 tr\u1ef1c tuy\u1ebfn, c\u00e1c quy tr\u00ecnh ch\u1ea1y b\u00ean d\u01b0\u1edbi c\u00f4ng c\u1ee5 n\u00e0y \u0111\u00f3ng vai tr\u00f2 nh\u01b0 c\u0103n ch\u1ec9nh, h\u1ed7 tr\u1ee3 m\u1ed9t c\u00e1ch t\u00edch c\u1ef1c v\u00e0 nhanh ch\u00f3ng theo \u00fd \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng khi h\u1ecd s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 \u0111\u00f3. Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u00edch c\u1ef1c ban \u0111\u1ea7u s\u1ebd m\u1ea5t h\u1ebft \u00fd ngh\u0129a khi s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 n\u1ebfu c\u00e1c quy tr\u00ecnh v\u00e0 h\u1ec7 th\u1ed1ng m\u00e0 c\u00f4ng c\u1ee5 \u0111\u00f3 s\u1eed d\u1ee5ng qu\u00e1 ch\u1eadm.<\/li><li>Trong khi vi\u1ec7c thi\u1ebfu k\u1ebft n\u1ed1i gi\u1eefa v\u0103n ph\u00f2ng l\u1ec5 t\u00e2n v\u00e0 v\u0103n ph\u00f2ng h\u00e0nh ch\u00ednh l\u00e0 m\u1ed9t trong nh\u1eefng nguy\u00ean nh\u00e2n ch\u00ednh g\u00e2y ra s\u1ef1 th\u1ea5t v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00f3 r\u1ea5t nhi\u1ec1u c\u00e1ch &#8211; th\u01b0\u1eddng t\u01b0\u01a1ng \u0111\u1ed1i d\u1ec5 &#8211; \u0111\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. \u0110\u00fang v\u1eady, b\u1ea1n c\u1ea7n hi\u1ec3u r\u00f5 v\u00e0 s\u00e2u s\u1eafc nh\u1eefng c\u00e1i m\u00e0 kh\u00e1ch h\u00e0ng th\u1eadt s\u1ef1 mu\u1ed1n thay v\u00ec nh\u1eefng ph\u1ecfng \u0111o\u00e1n.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Chuy\u1ec3n \u0111\u1ed5i tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: b\u1eaft \u0111\u1ea7u h\u00e0nh tr\u00ecnh<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00ec v\u1eady, vi\u1ec7c c\u1ea3i thi\u1ec7n x\u1ebfp h\u1ea1ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111ang \u0111\u01b0\u1ee3c xem x\u00e9t trong c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ngh\u1ecb s\u1ef1 c\u1ee7a r\u1ea5t nhi\u1ec1u t\u1ed5 ch\u1ee9c v\u00e0 c\u1ee7a c\u00e1c gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh. B\u1edfi v\u00ec n\u00f3 quan tr\u1ecdng, b\u1edfi v\u00ec t\u00ednh c\u1ea1nh tranh s\u1ebd cao h\u01a1n khi cung c\u1ea5p tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tuy\u1ec7t v\u1eddi v\u00e0 b\u1edfi v\u00ec \u2018\u0111\u01b0\u1ee3c\u2019 kh\u00f4ng c\u00f2n \u0111\u00e1p \u1ee9ng \u0111\u1ee7 cho t\u1ea5t c\u1ea3 m\u1ecdi l\u00fd do, kh\u00e1ch h\u00e0ng v\u1eabn l\u00e0 ng\u01b0\u1eddi quan tr\u1ecdng nh\u1ea5t.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.youtube.com\/watch?v=4vIBJCljnHk\">Trong m\u1ed9t video<\/a> nh\u1eefng l\u00e3nh \u0111\u1ea1o t\u01b0 duy v\u00e0 th\u1ef1c h\u00e0nh v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0nh n\u1ed5i ti\u1ebfng c\u1ee7a <a href=\"http:\/\/www.temkingroup.com\/\">Temkin Group<\/a> \u0111\u00e3 t\u00f3m t\u1eaft l\u1ea1i c\u00e1c th\u00e1ch th\u1ee9c hi\u1ec7n c\u00f3 v\u00e0 xem x\u00e9t s\u1ef1 chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Video \u0111\u00f3 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn b\u00e1o c\u00e1o kinh \u0111i\u1ec3n c\u1ee7a t\u1eadp \u0111o\u00e0n Temkin v\u1ec1 <a href=\"https:\/\/experiencematters.wordpress.com\/2013\/01\/22\/report-the-four-customer-experience-core-competencies\/\">B\u1ed1n N\u0103ng L\u1ef1c C\u1ed1t L\u00f5i v\u1ec1 Tr\u1ea3i Nghi\u1ec7m Kh\u00e1ch H\u00e0ng<\/a> (1) L\u00e3nh \u0111\u1ea1o c\u00f3 m\u1ee5c ti\u00eau, (2) C\u00e1c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u h\u1ea5p d\u1eabn, (3) S\u1ef1 cam k\u1ebft v\u00e0 g\u1eafn b\u00f3 c\u1ee7a nh\u00e2n vi\u00ean, (4) K\u1ebft n\u1ed1i kh\u00e1ch h\u00e0ng.) v\u00e0 c\u00e1c h\u1ed9i th\u1ea3o chuy\u1ec3n \u0111\u1ed5i tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng nh\u01b0 l\u00e0 m\u1ed9t l\u1eddi nh\u1eafc nh\u1edf v\u00e0 t\u1ed5ng qu\u00e1t t\u1ed1t v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng n\u00f3i chung.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>T\u1ea1i sao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u1ea1i quan tr\u1ecdng nh\u01b0 v\u1eady?<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u01b0\u1edbc ti\u00ean ch\u00fang ta h\u00e3y t\u00f3m t\u1eaft m\u1ed9t v\u00e0i l\u00fd do khi\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u1ea1i tr\u1edf th\u00e0nh v\u1ea5n \u0111\u1ec1 (r\u1ea5t) quan tr\u1ecdng nh\u01b0 video tr\u00ean c\u0169ng \u0111\u00e3 t\u00f3m t\u1eaft r\u1ed3i v\u00e0 Bruce Temkin \u0111\u00e3 \u1ee7ng h\u1ed9 t\u1ea7m quan tr\u1ecdng c\u1ee7a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng k\u1ec3 t\u1eeb nh\u1eefng ng\u00e0y \u00f4ng \u1ea5y c\u00f2n l\u00e0m \u1edf Forrester Research h\u01a1n m\u1ed9t th\u1eadp k\u1ef7 tr\u01b0\u1edbc.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u2013 m\u1ed9t trong nh\u1eefng v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng b\u1edfi v\u00ec:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u0110\u00e2y l\u00e0 ch\u00eca kh\u00f3a trong vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng: khi\u1ebfn kh\u00e1ch h\u00e0ng g\u1eafn b\u00f3 v\u1edbi b\u1ea1n v\u00e0 l\u00e0 ng\u01b0\u1eddi mua trung th\u00e0nh.&nbsp;<\/li><li>N\u00f3 th\u00fac \u0111\u1ea9y l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, d\u00f9 l\u00f2ng trung th\u00e0nh b\u00e2y gi\u1edd kh\u00f3 \u0111\u1ea1t \u0111\u01b0\u1ee3c h\u01a1n bao gi\u1edd h\u1ebft. Quan tr\u1ecdng h\u01a1n l\u00e0: n\u00f3 th\u00fac \u0111\u1ea9y kh\u00e1ch h\u00e0ng khuy\u1ebfn ngh\u1ecb v\u00e0 gi\u1edbi thi\u1ec7u hay truy\u1ec1n mi\u1ec7ng v\u1edbi ng\u01b0\u1eddi kh\u00e1c.<\/li><li>N\u00f3 l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh \u0111\u1ea7u cu\u1ed1i v\u00e0 li\u00ean t\u1ee5c, m\u1ed9t cu\u1ed9c \u0111ua \u0111\u01b0\u1eddng tr\u01b0\u1eddng v\u00e0 t\u1ea1o \u0111\u1ed9ng l\u1ef1c cho vi\u1ec7c kinh doanh c\u1ee7a b\u1ea1n trong t\u01b0\u01a1ng lai (v\u00ec v\u1eady n\u00f3 kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t th\u1ee9 c\u1ea3i ti\u1ebfn gi\u1ea3i ph\u00e1p hay d\u1ecbch v\u1ee5).<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>V\u0103n h\u00f3a, c\u00e1c quy tr\u00ecnh v\u00e0 4 n\u0103ng l\u1ef1c tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nh\u01b0 ch\u00fang t\u00f4i \u0111\u00e3 \u0111\u1ec1 c\u1eadp tr\u01b0\u1edbc \u0111\u00f3, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng thay ch\u1ec9 v\u00ec l\u00e0 m\u1ed9t th\u1ee9, th\u1eadm ch\u00ed n\u1ebfu th\u1ec9nh tho\u1ea3ng n\u00f3 d\u01b0\u1eddng nh\u01b0 ph\u1ea3i tr\u1edf th\u00e0nh m\u1ed9t trong m\u1ed9t v\u00e0i th\u1ee9 th\u00ec tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u1eabn lu\u00f4n l\u00e0 s\u1ef1 ph\u1ea3n \u00e1nh v\u0103n h\u00f3a c\u00f4ng ty v\u00e0 c\u00e1c quy tr\u00ecnh ho\u1ea1t \u0111\u1ed9ng c\u1ee7a ch\u00ednh doanh nghi\u1ec7p.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c quy tr\u00ecnh l\u00e0 ch\u00eca kh\u00f3a trong s\u1ef1 chuy\u1ec3n \u0111\u1ed5i tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00ec thi\u1ebfu t\u00ednh nh\u1ea5t qu\u00e1n v\u00e0 k\u1ebft n\u1ed1i gi\u1eefa c\u00e1c quy tr\u00ecnh (ch\u1eb3ng h\u1ea1n nh\u01b0 b\u1ed9 ph\u1eadn h\u00e0nh ch\u00ednh v\u00e0 b\u1ed9 ph\u1eadn l\u1ec5 t\u00e2n) kh\u00f4ng ch\u1ec9 khi\u1ebfn kh\u00e1ch h\u00e0ng th\u1ea5t v\u1ecdng m\u00e0 c\u00f2n l\u00e0m m\u1ea5t l\u00f2ng nhi\u1ec7t t\u00ecnh c\u1ee7a nh\u1eefng nh\u00e2n vi\u00ean tuy\u1ebfn tr\u00ean khi ti\u1ebfp x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng. N\u1ebfu b\u1ea1n mu\u1ed1n t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t c\u00f3 t\u00ednh b\u1ec1n v\u1eefng, nh\u01b0 trong video \u0111\u00e3 m\u00f4 t\u1ea3, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i t\u1ea1o ra m\u1ed9t t\u1ed5 ch\u1ee9c l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e3y c\u00f9ng t\u00f3m t\u1eaft b\u1ed1n n\u0103ng l\u1ef1c c\u1ed1t l\u00f5i m\u00e0 b\u1ea1n ch\u01b0a t\u1eebng \u0111\u01b0\u1ee3c nghe v\u1ec1 tr\u01b0\u1edbc \u0111\u00e2y, \u0111\u00f3 l\u00e0:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>L\u00e3nh \u0111\u1ea1o c\u00f3 m\u1ee5c ti\u00eau.<\/li><li>C\u00e1c gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u h\u1ea5p d\u1eabn.<\/li><li>S\u1ef1 cam k\u1ebft v\u00e0 g\u1eafn b\u00f3 c\u1ee7a nh\u00e2n vi\u00ean.<\/li><li>K\u1ebft n\u1ed1i kh\u00e1ch h\u00e0ng.<\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: k\u1ebft n\u1ed1i gi\u00e1 tr\u1ecb kinh doanh v\u00e0 kh\u00e1ch h\u00e0ng Customer Experience &#8211; Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111ang \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd theo c\u1ea5p s\u1ed1 nh\u00e2n trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y. Nh\u01b0ng, c\u0169ng t\u1ea1i th\u1eddi \u0111i\u1ec3m n\u00e0y, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tr\u1edf th\u00e0nh \u201cm\u1ed9t th\u1ee9\u201d, m\u1ed9t thu\u1eadt ng\u1eef m\u00e0 nhi\u1ec1u ng\u01b0\u1eddi s\u1eed [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-107","post","type-post","status-publish","format-standard","hentry","category-customer-experience"],"_links":{"self":[{"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/posts\/107","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=107"}],"version-history":[{"count":1,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/posts\/107\/revisions"}],"predecessor-version":[{"id":562,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/posts\/107\/revisions\/562"}],"wp:attachment":[{"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/media?parent=107"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/categories?post=107"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/itan.vn\/index.php\/wp-json\/wp\/v2\/tags?post=107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}