{"id":27578,"date":"2023-12-07T04:38:30","date_gmt":"2023-12-07T04:38:30","guid":{"rendered":"https:\/\/masterskills.org\/blog\/quan-tri-trai-nghiem-khach-hang-customer-experience-management-cem-la-gi.html"},"modified":"2023-12-22T16:50:20","modified_gmt":"2023-12-22T09:50:20","slug":"quan-tri-trai-nghiem-khach-hang-customer-experience-management-cem-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/quan-tri-trai-nghiem-khach-hang-customer-experience-management-cem-la-gi.html","title":{"rendered":"Qu\u1ea3n tr\u1ecb tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (Customer Experience Management – CEM) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: Insightsdrivenleadership)<\/p>\n<\/figcaption><\/figure>\n

Qu\u1ea3n tr\u1ecb tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/font><\/h2>\n

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

Qu\u1ea3n tr\u1ecb tr\u1ea3i nghi\u1ec7m<\/span> kh\u00e1ch h\u00e0ng<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0: Customer Experience Management – CEM.<\/b><\/p>\n

Qu\u1ea3n tr\u1ecb tr\u1ea3i nghi\u1ec7m<\/span> c\u1ee7a kh\u00e1ch h\u00e0ng<\/b> l\u00e0 qu\u00e1 tr\u00ecnh qu\u1ea3n l\u00ed m\u1ed9t c\u00e1ch c\u00f3 chi\u1ebfn l\u01b0\u1ee3c to\u00e0n b\u1ed9 tr\u1ea3i nghi\u1ec7m<\/span> c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m hay m\u1ed9t c\u00f4ng ty.<\/p>\n

Thu\u1eadt ng\u1eef ‘Qu\u1ea3n tr\u1ecb tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng’ \u0111\u01b0a ra qui t\u1eafc, ph\u01b0\u01a1ng ph\u00e1p v\u00e0\/ho\u1eb7c qui tr\u00ecnh \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 qu\u1ea3n l\u00ed m\u1ed9t c\u00e1ch to\u00e0n di\u1ec7n vi\u1ec7c ti\u1ebfp x\u00fac, t\u01b0\u01a1ng t\u00e1c v\u00e0 giao d\u1ecbch ch\u00e9o k\u00eanh c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi c\u00f4ng ty, s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c d\u1ecbch v\u1ee5. (Theo GS. Bernd Schmitt, \u0110\u1ea1i h\u1ecdc Columbia, M\u1ef9)<\/i><\/p>\n

Qu\u1ea3n tr\u1ecb tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 ph\u01b0\u01a1ng ph\u00e1p kh\u00f4ng qu\u00e1 m\u1edbi t\u1ea1i c\u00e1c qu\u1ed1c gia ph\u00e1t tri\u1ec3n \u0111\u1ec3 n\u1eafm b\u1eaft t\u00e2m l\u00ed v\u00e0 nhu c\u1ea7u kh\u00e1ch h\u00e0ng. <\/p>\n

Trong b\u1ed1i c\u1ea3nh kinh doanh hi\u1ec7n nay v\u00e0 k\u1ec9 nguy\u00ean c\u00f4ng ngh\u1ec7 s\u1ed1 th\u00ec y\u1ebfu t\u1ed1 mang l\u1ea1i s\u1ef1 th\u00e0nh c\u00f4ng trong kinh doanh ch\u00ednh l\u00e0 n\u1eafm b\u1eaft v\u00e0 th\u1ecfa m\u00e3n \u0111\u01b0\u1ee3c k\u00ec v\u1ecdng ng\u00e0y c\u00e0ng gia t\u0103ng c\u1ee7a kh\u00e1ch h\u00e0ng. <\/p>\n

\u0110\u1ec3 c\u00f3 th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, c\u00e1c nh\u00e0 kinh doanh c\u1ea7n ph\u1ea3i t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c t\u1ed1i \u0111a ngu\u1ed3n l\u1ef1c, c\u0169ng nh\u01b0 ng\u00e0y c\u00e0ng n\u00e2ng cao hi\u1ec7u qu\u1ea3 trong t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

– M\u1ed9t l\u00e0, t\u1ea1o s\u1ef1 \u0111\u1ed3ng c\u1ea3m t\u1eeb kh\u00e1ch h\u00e0ng: <\/b><\/p>\n

\u0110\u1ec3 kh\u00e1ch h\u00e0ng \u0111\u1ed3ng c\u1ea3m, c\u00e1c nh\u00e0 kinh doanh c\u1ea7n ph\u1ea3i t\u1ea1o ra m\u1ed1i quan h\u1ec7 th\u00e2n thi\u1ebft v\u1edbi kh\u00e1ch h\u00e0ng t\u1eeb nh\u1eefng s\u1ea3n ph\u1ea9m nh\u1ecf nh\u1ea5t nh\u01b0: Logo, t\u00ean s\u1ea3n ph\u1ea9m, m\u1eabu m\u00e3, bao b\u00ec, brochure v\u00e0 \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng, giao h\u00e0ng,\u2026 Vi\u1ec7c t\u1eadn d\u1ee5ng nh\u1eefng c\u00f4ng c\u1ee5 c\u01a1 b\u1ea3n c\u1ee7a truy\u1ec1n th\u00f4ng marketing c\u0169ng t\u1ea1o ra s\u1ef1 hi\u1ec7n di\u1ec5n c\u1ee7a doanh nghi\u1ec7p<\/p>\n

– Hai l\u00e0, \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n kh\u00e1ch h\u00e0ng:<\/b> <\/p>\n

B\u1ea5t k\u00ec m\u1ed9t nh\u00e0 kinh doanh n\u00e0o mu\u1ed1n cung c\u1ea5p tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c cho kh\u00e1ch h\u00e0ng \u0111\u1ec1u ph\u1ea3i \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng. Tr\u00ean c\u01a1 s\u1edf \u0111\u00f3, nh\u00e0 kinh doanh s\u1ebd \u00e1p d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp c\u1eadn nh\u1eb1m \u0111i\u1ec1u ch\u1ec9nh d\u1ecbch v\u1ee5 v\u00e0 t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed m\u00e0 kh\u00f4ng l\u00e0m suy gi\u1ea3m ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 c\u0169ng nh\u01b0 s\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

– Ba l\u00e0, l\u1ef1a ch\u1ecdn m\u1eabu \u0111\u1eb7c tr\u01b0ng:<\/b> <\/p>\n

\u0110\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, th\u00f4ng th\u01b0\u1eddng m\u1eabu \u0111i\u1ec1u tra ph\u1ea3i l\u1edbn, \u0111i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi chi ph\u00ed l\u1edbn v\u00e0 m\u1ea5t nhi\u1ec1u th\u1eddi gian. Trong khi \u0111\u00f3, nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng kh\u00e1 \u0111a d\u1ea1ng, tuy nhi\u00ean tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd l\u1ea1i c\u00f3 ph\u1ea7n gi\u1ed1ng nhau. <\/p>\n

B\u1edfi v\u1eady, c\u00e1c nh\u00e0 kinh doanh c\u1ea7n l\u1ef1a ch\u1ecdn m\u1eabu \u0111\u1eb7c tr\u01b0ng mang \u0111\u01b0\u1ee3c t\u00ednh \u0111\u1ea1i di\u1ec7n cho kh\u00e1ch h\u00e0ng ch\u1ee9 kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i s\u1eed d\u1ee5ng m\u1eabu l\u1edbn. <\/p>\n

X\u00e2y d\u1ef1ng nh\u1eefng t\u00ecnh hu\u1ed1ng \u0111\u1ec3 t\u1eeb \u0111\u00f3 ph\u00e2n t\u00edch \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5, h\u00e0nh vi ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a kh\u00e1ch h\u00e0ng,\u2026 t\u1eeb \u0111\u00f3 \u0111\u01b0a ra \u0111\u00e1nh gi\u00e1 v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/p>\n

– B\u1ed1n l\u00e0, thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m: <\/b><\/p>\n

Nh\u00e0 kinh doanh c\u1ea7n li\u00ean t\u1ee5c t\u1ea1o ra tr\u1ea3i nghi\u1ec7m cho kh\u00e1ch h\u00e0ng khi t\u01b0\u01a1ng t\u00e1c v\u1edbi s\u1ea3n ph\u1ea9m d\u1ecbch v\u1ee5 c\u0169ng nh\u01b0 h\u1ec7 th\u1ed1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a nh\u00e0 kinh doanh (h\u00ecnh \u1ea3nh, logo, b\u1ea3ng hi\u1ec7u, bao b\u00ec, ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o, c\u00e1c th\u00f4ng tin tr\u1ef1c tuy\u1ebfn,\u2026). <\/p>\n

Ngo\u00e0i ra, thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u00f2i h\u1ecfi s\u1ef1 s\u00e1ng t\u1ea1o, \u0111\u1eb7c bi\u1ec7t v\u1edbi vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi. Nh\u1eefng s\u1ef1 ki\u1ec7n truy\u1ec1n th\u00f4ng marketing c\u1ea7n \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh li\u00ean t\u1ee5c nh\u1eb1m t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m m\u1edbi v\u00e0 t\u00edch c\u1ef1c cho kh\u00e1ch h\u00e0ng \u1edf m\u1ecdi n\u01a1i m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p.<\/p>\n

– N\u0103m l\u00e0, li\u00ean t\u1ee5c t\u1ea1o t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng:<\/b> <\/p>\n

T\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi nh\u00e0 kinh doanh xu\u1ea5t hi\u1ec7n \u1edf t\u1ea5t c\u1ea3 c\u00e1c n\u01a1i v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c th\u1eddi \u0111i\u1ec3m nh\u01b0 s\u1ef1 t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp \u1edf c\u1eeda h\u00e0ng b\u00e1n l\u1ebb trong cu\u1ed9c vi\u1ebfng th\u0103m c\u1ee7a kh\u00e1ch h\u00e0ng, l\u00e0m th\u1ee7 t\u1ee5c c\u1ee7a kh\u00e1ch s\u1ea1n, ti\u1ebfp x\u00fac th\u00f4ng qua ph\u01b0\u01a1ng ti\u1ec7n mua s\u1eafm tr\u1ef1c tuy\u1ebfn tr\u00ean web,… <\/p>\n

T\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng kh\u00f4ng gi\u1ed1ng nh\u01b0 vi\u1ec7c ph\u1ea3n h\u1ed3i, n\u1ebfu nh\u01b0 trong ph\u1ea3n h\u1ed3i nh\u00e0 kinh doanh \u0111\u01b0a ra quan \u0111i\u1ec3m v\u1ec1 sai l\u1ea7m c\u1ee7a m\u00ecnh v\u00e0 bi\u1ec7n ph\u00e1p kh\u1eafc ph\u1ee5c th\u00ec t\u01b0\u01a1ng t\u00e1c c\u1ea7n t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ed3ng c\u1ea3m t\u1eeb kh\u00e1ch h\u00e0ng. <\/p>\n

Khi giao ti\u1ebfp ph\u1ea3n h\u1ed3i v\u1edbi kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0i l\u00f2ng, c\u00e1c nh\u00e0 kinh doanh c\u1ea7n s\u1eed d\u1ee5ng ng\u00f4n ng\u1eef \u0111\u1ec3 th\u1ec3 hi\u1ec7n s\u1ef1 hi\u1ec3u bi\u1ebft c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 s\u1ef1 \u0111\u1ed3ng c\u1ea3m c\u0169ng nh\u01b0 quan t\u00e2m \u0111\u1ebfn kh\u00e1ch h\u00e0ng.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng: xu h\u01b0\u1edbng kinh doanh b\u1ec1n v\u1eefng trong n\u1ec1n kinh t\u1ebf tr\u1ea3i nghi\u1ec7m, Nguy\u1ec5n Th\u1ecb H\u1ea1nh, T\u1ea1p ch\u00ed C\u00f4ng th\u01b0\u01a1ng, )<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Qu\u1ea3n tr\u1ecb tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (ti\u1ebfng Anh: Customer Experience Management – CEM) l\u00e0 ph\u01b0\u01a1ng ph\u00e1p kh\u00f4ng qu\u00e1 m\u1edbi t\u1ea1i c\u00e1c qu\u1ed1c gia ph\u00e1t tri\u1ec3n \u0111\u1ec3 n\u1eafm b\u1eaft t\u00e2m l\u00ed v\u00e0 nhu c\u1ea7u kh\u00e1ch h\u00e0ng.\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\/27578"}],"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=27578"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/27578\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=27578"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=27578"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=27578"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}