{"id":27522,"date":"2023-12-07T04:36:33","date_gmt":"2023-12-07T04:36:33","guid":{"rendered":"https:\/\/masterskills.org\/blog\/phan-tich-khach-hang-customer-intelligence-ci-la-gi.html"},"modified":"2023-12-22T16:49:57","modified_gmt":"2023-12-22T09:49:57","slug":"phan-tich-khach-hang-customer-intelligence-ci-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/phan-tich-khach-hang-customer-intelligence-ci-la-gi.html","title":{"rendered":"Ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng (Customer Intelligence – CI) l\u00e0 g\u00ec?"},"content":{"rendered":"
\n
\n
<\/div>
\n

(H\u00ecnh minh h\u1ecda: TechFunnel)<\/p>\n<\/figcaption><\/figure>\n

Ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng<\/b> trong ti\u1ebfng Anh l\u00e0 customer intelligence<\/b>, vi\u1ebft t\u1eaft l\u00e0 CI<\/b>.<\/p>\n

Ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng (CI)\u00a0<\/b>l\u00e0 m\u1ed9t n\u1ed7 l\u1ef1c \u0111\u1ec3 thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u1ec1 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng. C\u00e1c doanh nghi\u1ec7p v\u00e0 t\u1ed5 ch\u1ee9c s\u1eed d\u1ee5ng c\u00e1c ngu\u1ed3n l\u1ef1c v\u00e0 ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng \u0111\u1ec3 hi\u1ec3u kh\u00e1ch h\u00e0ng \u0111ang l\u00e0m g\u00ec, v\u00e0 t\u1ea1i sao h\u1ecd l\u1ea1i l\u00e0m nh\u01b0 v\u1eady.<\/p>\n

M\u1ee5c \u0111\u00edch c\u1ee7a CI l\u00e0 \u0111\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c r\u00f5 h\u01a1n v\u1ec1 \u0111\u1ed9ng l\u1ef1c c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng trong t\u01b0\u01a1ng lai. Vi\u1ec7c \u00e1p d\u1ee5ng ph\u00e2n t\u00edch kinh doanh v\u00e0o d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng \u0111\u00f4i khi \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 khai th\u00e1c d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng.<\/p>\n

D\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng<\/font><\/h3>\n

D\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng n\u1ed9i b\u1ed9 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c t\u1ea1o b\u1edfi b\u1ea5t k\u00ec t\u01b0\u01a1ng t\u00e1c n\u00e0o c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 th\u01b0\u1eddng \u0111\u01b0\u1ee3c l\u01b0u tr\u1eef trong c\u01a1 s\u1edf d\u1eef li\u1ec7u c\u1ee7a c\u00f4ng ty, trong c\u00e1c h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00ed, h\u1ec7 th\u1ed1ng trung t\u00e2m cu\u1ed9c g\u1ecdi v\u00e0 h\u1ec7 th\u1ed1ng b\u00e1n h\u00e0ng. D\u1eef li\u1ec7u b\u00ean ngo\u00e0i t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c thu th\u1eadp t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau. D\u1eef li\u1ec7u ngo\u00e0i th\u01b0\u1eddng r\u01a1i v\u00e0o m\u1ed9t trong ba lo\u1ea1i:<\/p>\n

– Nh\u00e2n kh\u1ea9u h\u1ecdc c\u00e1 nh\u00e2n (Personal demographics), bao g\u1ed3m c\u00e1c d\u1eef li\u1ec7u nh\u01b0 tu\u1ed5i, m\u1ee9c thu nh\u1eadp, m\u1ee9c n\u1ee3, h\u1ed3 s\u01a1 h\u1ecdc t\u1eadp v\u00e0 t\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n. D\u1eef li\u1ec7u n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u1ec3 th\u0103m d\u00f2 m\u00f4 h\u00ecnh mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi d\u00e2n trong m\u1ed9t khung thu nh\u1eadp nh\u1ea5t \u0111\u1ecbnh hay nh\u1eefng thay \u0111\u1ed5i h\u00e0nh vi mua s\u1eafm khi gi\u00e0 \u0111i.<\/p>\n

– Nh\u00e2n kh\u1ea9u h\u1ecdc \u0111\u1ecba l\u00ed (Geographic demographics), bao g\u1ed3m d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p t\u1eeb c\u00e1c v\u1ecb tr\u00ed c\u1ee5 th\u1ec3. D\u1eef li\u1ec7u n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u1ec3 kh\u1ea3o s\u00e1t c\u00e1c m\u00f4 h\u00ecnh mua s\u1eafm \u1edf khu v\u1ef1c n\u00f4ng th\u00f4n ho\u1eb7c c\u00e1c khu v\u1ef1c m\u00e0 h\u1ea7u h\u1ebft c\u01b0 d\u00e2n l\u00e0 nh\u1eefng ng\u01b0\u1eddi tr\u1ebb c\u00f3 tr\u00ecnh \u0111\u1ed9 cao.<\/p>\n

– D\u1eef li\u1ec7u v\u1ec1 th\u00e1i \u0111\u1ed9 (Attitudinal data), bao g\u1ed3m b\u1ea5t k\u00ec th\u00f4ng tin n\u00e0o v\u1ec1 c\u00e1ch kh\u00e1ch h\u00e0ng ho\u1eb7c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, c\u1ea3m nh\u1eadn v\u1ec1 m\u1ed9t c\u00f4ng ty. D\u1eef li\u1ec7u \u0111\u00f3 c\u00f3 th\u1ec3 thu th\u1eadp qua c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t, trung t\u00e2m li\u00ean l\u1ea1c ho\u1eb7c th\u1eadm ch\u00ed nh\u1eadn x\u00e9t v\u1ec1 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i.<\/p>\n

S\u1eed d\u1ee5ng CI nh\u01b0 th\u1ebf n\u00e0o?<\/font><\/h3>\n

Nhi\u1ec1u chuy\u00ean gia CI s\u1eed d\u1ee5ng b\u1ed9 t\u00e0i nguy\u00ean r\u1ed9ng l\u1edbn h\u01a1n, \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng\u00a0(CRM) \u0111\u1ec3 thu th\u1eadp v\u00e0 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u CI. V\u00ec c\u00e1c c\u00f4ng c\u1ee5 CRM v\u00e0 CI th\u01b0\u1eddng bao g\u1ed3m c\u00e1c c\u00f4ng ngh\u1ec7 tinh vi, c\u00e1c chuy\u00ean gia c\u00f4ng ngh\u1ec7 th\u00f4ng tin li\u00ean quan \u0111\u1ebfn CI th\u01b0\u1eddng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u m\u1ed9t s\u1ed1 k\u0129 n\u0103ng ho\u1eb7c ch\u1ee9ng ch\u1ec9 nh\u1ea5t \u0111\u1ecbnh.\u00a0<\/p>\n

N\u00f3i chung, ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean qu\u00e1 tr\u00ecnh t\u1ed5ng h\u1ee3p l\u01b0\u1ee3ng l\u1edbn d\u1eef li\u1ec7u cho \u0111\u1ea7u v\u00e0o v\u1edbi c\u00f4ng ngh\u1ec7 nh\u1ea5t \u0111\u1ecbnh v\u00e0 s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p ti\u00ean ti\u1ebfn \u0111\u1ec3 ph\u00e2n t\u00edch. C\u01a1 s\u1edf d\u1eef li\u1ec7u l\u00e0 t\u00e0i nguy\u00ean chung v\u00e0 c\u01a1 b\u1ea3n \u0111\u1ec3 qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng v\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng d\u1eef li\u1ec7u CI c\u1ee5 th\u1ec3 h\u01a1n. C\u00e1c chuy\u00ean gia CI th\u01b0\u1eddng y\u00eau c\u1ea7u s\u1eed d\u1ee5ng c\u01a1 s\u1edf d\u1eef li\u1ec7u v\u00e0 k\u0129 n\u0103ng ho\u1eb7c tr\u00ecnh \u0111\u1ed9 b\u1ea3o tr\u00ec.\u00a0<\/p>\n

Ngo\u00e0i vi\u1ec7c thao t\u00fang c\u01a1 s\u1edf d\u1eef li\u1ec7u, c\u00e1c chuy\u00ean gia CI c\u00f3 th\u1ec3 c\u1ea7n hi\u1ec3u c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 m\u00f4 h\u00ecnh h\u00f3a d\u1eef li\u1ec7u ph\u1ed1i h\u1ee3p, ch\u1eb3ng h\u1ea1n nh\u01b0 ph\u00e2n b\u1ed5 k\u00eanh ch\u00e9o, g\u1ed3m l\u00e0m vi\u1ec7c v\u1edbi ph\u1ea7n m\u1ec1m m\u00f4 h\u00ecnh c\u1ee5 th\u1ec3 \u0111\u1ec3 tr\u00ecnh b\u00e0y d\u1eef li\u1ec7u r\u00f5 r\u00e0ng v\u00e0 cung c\u1ea5p t\u00e0i nguy\u00ean cho vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh kinh doanh quan tr\u1ecdng. D\u1eef li\u1ec7u \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong CI c\u00f3 th\u1ec3 tr\u00f9ng l\u1eb7p v\u1edbi d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng cho c\u00e1c l\u0129nh v\u1ef1c kh\u00e1c c\u1ee7a CRM v\u00e0 c\u00e1c m\u1ee5c ti\u00eau li\u00ean quan, nh\u01b0 t\u1ef1 \u0111\u1ed9ng h\u00f3a l\u1ef1c l\u01b0\u1ee3ng b\u00e1n h\u00e0ng (SFA).<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: techopedia, techtarget<\/i>)<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng (ti\u1ebfng Anh: Customer Intelligence, vi\u1ebft t\u1eaft: CI) l\u00e0 m\u1ed9t n\u1ed7 l\u1ef1c \u0111\u1ec3 thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u1ec1 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng c\u1ee7a c\u00e1c t\u1ed5 ch\u1ee9c v\u00e0 doanh nghi\u1ec7p.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[416],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27522"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=27522"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27522\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=27522"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=27522"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=27522"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}