{"id":49137,"date":"2023-12-17T02:48:42","date_gmt":"2023-12-17T02:48:42","guid":{"rendered":"https:\/\/masterskills.org\/blog\/cem-la-gi-vai-tro-cua-cem-trong-kinh-doanh.html"},"modified":"2023-12-17T02:48:42","modified_gmt":"2023-12-17T02:48:42","slug":"cem-la-gi-vai-tro-cua-cem-trong-kinh-doanh","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/cem-la-gi-vai-tro-cua-cem-trong-kinh-doanh.html","title":{"rendered":"Cem L\u00e0 G\u00ec? Vai Tr\u00f2 C\u1ee7a Cem Trong Kinh Doanh"},"content":{"rendered":"
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\u0110\u1ea3m b\u1ea3o s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 \u0111i\u1ec1u m\u00e0 m\u1ecdi doanh nghi\u1ec7p h\u01b0\u1edbng \u0111\u1ebfn. Trong kinh doanh, c\u00f3 m\u1ed9t thu\u1eadt ng\u1eef chuy\u00ean ng\u00e0nh th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 n\u00f3i v\u1ec1 kh\u00eda c\u1ea1nh n\u00e0y. \u0110\u00f3 l\u00e0 CEM \u2013 Customer Experience Management<\/em>. <\/p>\n

CEM l\u00e0 g\u00ec<\/strong>? Vi\u1ec7c qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, trong th\u1ef1c t\u1ebf s\u1ebd nh\u01b0 th\u1ebf n\u00e0o? N\u00f3 c\u00f3 vai tr\u00f2 g\u00ec trong kinh doanh? Th\u00f4ng qua b\u00e0i vi\u1ebft ng\u00e0y h\u00f4m nay, Masterskills s\u1ebd gi\u1ea3i \u0111\u00e1p c\u00e1c th\u1eafc m\u1eafc tr\u00ean gi\u00fap b\u1ea1n.<\/p>\n

CEM l\u00e0 g\u00ec?\u00a0<\/strong><\/h2>\n

\u0110\u1ea7u ti\u00ean, CEM l\u00e0 g\u00ec<\/strong>? CEM hay Customer Experience Management <\/strong>l\u00e0 thu\u1eadt ng\u1eef chuy\u00ean d\u00f9ng \u0111\u1ec3 ch\u1ec9 kh\u00e1i ni\u1ec7m qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 theo d\u00f5i, gi\u00e1m s\u00e1t v\u00e0 t\u1ed5 ch\u1ee9c t\u1ea5t c\u1ea3 c\u00e1c t\u01b0\u01a1ng t\u00e1c li\u00ean quan \u0111\u1ebfn kh\u00e1ch h\u00e0ng.\u00a0<\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y nh\u1eb1m gi\u00fap doanh nghi\u1ec7p t\u1eadp trung v\u00e0o nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng. CEM gi\u00fap thu h\u1eb9p kho\u1ea3ng c\u00e1ch gi\u1eefa tr\u1ea3i nghi\u1ec7m ph\u1ecfng \u0111o\u00e1n v\u00e0 tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng. C\u00e1c c\u00f4ng ty th\u01b0\u1eddng s\u1eed d\u1ee5ng c\u00e1c ph\u1ea7n m\u1ec1m CEM \u0111\u1ec3 t\u1ef1 \u0111\u1ed9ng thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng.\u00a0<\/p>\n

M\u1ed9t h\u1ec7 th\u1ed1ng CEM t\u1ed1t ph\u1ea3i cung c\u1ea5p th\u00f4ng tin chi ti\u1ebft v\u1ec1 kh\u00e1ch h\u00e0ng. \u0110\u1ed3ng th\u1eddi, ch\u00fang c\u0169ng cung c\u1ea5p c\u00e1c t\u00ednh n\u0103ng nh\u01b0 ph\u00e2n t\u00edch, b\u00e1o c\u00e1o v\u00e0 t\u00edch h\u1ee3p s\u1eb5n c\u00e1c ph\u1ea7n m\u1ec1m qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng. K\u1ebft qu\u1ea3 t\u1eeb m\u1ed9t ho\u1eb7c hai cu\u1ed9c kh\u1ea3o s\u00e1t s\u1ebd \u0111\u01b0\u1ee3c ch\u00fang \u0111o l\u01b0\u1eddng, ph\u00e2n t\u00edch. T\u1eeb \u0111\u00f3, c\u00f4ng ty s\u1ebd c\u00f3 ph\u01b0\u01a1ng \u00e1n gi\u00fap c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

\n
\"CEM
CEM l\u00e0 thu\u1eadt ng\u1eef ch\u1ec9 kh\u00e1i ni\u1ec7m qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/figcaption><\/figure>\n<\/div>\n

Vai tr\u00f2 v\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a CEM<\/strong><\/h2>\n

CEM l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 kh\u00e1c bi\u1ec7t quan tr\u1ecdng quy\u1ebft \u0111\u1ecbnh cu\u1ed9c chi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u. Trong th\u1ecb tr\u01b0\u1eddng c\u1ef1c k\u1ef3 c\u1ea1nh tranh n\u00e0y, kh\u00e1ch h\u00e0ng lu\u00f4n \u0111\u00f2i h\u1ecfi th\u1ee9 t\u1ed1t nh\u1ea5t. N\u00f3i m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a kh\u00e1ch h\u00e0ng quy\u1ebft \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng c\u1ee7a b\u1ea1n.\u00a0<\/p>\n

N\u1ebfu b\u1ea1n kh\u00f4ng g\u00e2y \u0111\u01b0\u1ee3c \u1ea5n t\u01b0\u1ee3ng v\u1edbi kh\u00e1ch h\u00e0ng, h\u1ecd s\u1ebd ch\u1ecdn \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a b\u1ea1n. M\u1ed9t sai l\u1ea7m nh\u1ecf s\u1ebd t\u1ea1o c\u01a1 h\u1ed9i l\u1edbn \u0111\u1ec3 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh qu\u00e9t s\u1ea1ch b\u1ea1n tr\u00ean th\u01b0\u01a1ng tr\u01b0\u1eddng. Tuy nhi\u00ean, v\u1edbi vi\u1ec7c x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng CEM, b\u1ea1n c\u00f3 th\u1ec3 tr\u00e1nh nh\u1eefng r\u1ee7i ro nh\u01b0 v\u1eady x\u1ea3y ra.<\/p>\n

CEM l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o kh\u00e1ch h\u00e0ng lu\u00f4n h\u00e0i l\u00f2ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n. N\u00f3 gi\u00fap b\u1ea1n nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ed3ng t\u00ecnh v\u00e0 \u1ee7ng h\u1ed9 t\u1eeb kh\u00e1ch h\u00e0ng. Do \u0111\u00f3, qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng gi\u00fap c\u00e1c t\u1ed5 ch\u1ee9c x\u00e2y d\u1ef1ng v\u00e0 gi\u1eef \u0111\u01b0\u1ee3c c\u00e1c m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng l\u00e2u d\u00e0i.\u00a0<\/p>\n

L\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a vi\u1ec7c qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t. Kh\u00e1ch h\u00e0ng th\u1ecfa m\u00e3n l\u00e0 \u0111i\u1ec1u tuy\u1ec7t v\u1eddi cho m\u1ecdi c\u00f4ng ty, t\u1ed5 ch\u1ee9c. Tuy nhi\u00ean, nh\u1eefng kh\u00e1ch h\u00e0ng trung th\u00e0nh s\u1ebd gi\u00fap \u0111\u01b0a m\u1ecdi th\u1ee9 l\u00ean m\u1ed9t c\u1ea5p \u0111\u1ed9 ho\u00e0n to\u00e0n m\u1edbi. V\u1edbi nh\u1eefng l\u1eddi truy\u1ec1n mi\u1ec7ng t\u00edch c\u1ef1c v\u00e0 nh\u1eefng l\u1eddi gi\u1edbi thi\u1ec7u c\u00f3 \u201ct\u00e2m\u201d, nh\u1eefng kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft s\u1ebd mang l\u1ea1i nh\u1eefng kh\u00e1ch h\u00e0ng m\u1edbi m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean. H\u1ecd c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh nh\u1eefng ng\u01b0\u1eddi truy\u1ec1n b\u00e1 th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.\u00a0<\/p>\n

V\u00ec v\u1eady, CEM gi\u00fap m\u1ed9t s\u1ea3n ph\u1ea9m tr\u1edf th\u00e0nh \u2018th\u01b0\u01a1ng hi\u1ec7u\u2019 \u0111\u01b0\u1ee3c m\u1ecdi ng\u01b0\u1eddi y\u00eau th\u00edch. V\u1edbi b\u01b0\u1edbc \u0111\u1ec7m n\u00e0y, doanh thu c\u1ee7a b\u1ea1n s\u1ebd \u0111\u1ec1u \u0111\u1eb7n v\u00e0 ng\u00e0y c\u00e0ng t\u0103ng. <\/p>\n

L\u00e0m sao \u0111\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a CEM<\/strong><\/h2>\n

S\u1ed1 li\u1ec7u \u0111\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a CEM l\u00e0 g\u00ec? Masterskills s\u1ebd gi\u1ea3i \u0111\u00e1p ngay sau \u0111\u00e2y:<\/p>\n

    \n
  • CSAT<\/strong>: Ch\u1ec9 s\u1ed1 CSAT gi\u00fap \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t c\u00f4ng ty. Ch\u1ec9 s\u1ed1 CSAT c\u00e0ng cao, CEM c\u00e0ng hi\u1ec7u qu\u1ea3.<\/li>\n
  • Th\u1eddi gian gi\u1ea3i quy\u1ebft trung b\u00ecnh<\/strong>: L\u00e0 th\u1eddi gian c\u1ea7n thi\u1ebft \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1\/th\u1eafc m\u1eafc c\u1ee7a kh\u00e1ch h\u00e0ng. <\/li>\n
  • NPS<\/strong>: NPS ch\u1ec9 ra ra nh\u1eefng kh\u00e1ch h\u00e0ng trung th\u00e0nh \u0111\u1ed1i v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u. Ch\u1ec9 s\u1ed1 NPS cao c\u00f3 ngh\u0129a l\u00e0 CEM c\u1ee7a b\u1ea1n \u0111ang th\u1ef1c hi\u1ec7n c\u00f4ng vi\u1ec7c m\u1ed9t c\u00e1ch ho\u00e0n h\u1ea3o.<\/li>\n
  • T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng<\/strong>: \u0110\u00f3 l\u00e0 s\u1ef1 d\u1ec5 d\u00e0ng trong vi\u1ec7c mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng m\u1edbi. <\/li>\n
  • Ch\u1ec9 s\u1ed1 N\u1ed7 l\u1ef1c c\u1ee7a Kh\u00e1ch h\u00e0ng (CES)<\/strong>: CES l\u00e0 m\u1ee9c \u0111\u1ed9 d\u1ec5 d\u00e0ng m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t c\u00f4ng \u0111o\u1ea1n khi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n.<\/li>\n
  • T\u1ef7 l\u1ec7 b\u1ecf qua c\u1ee7a kh\u00e1ch h\u00e0ng<\/strong>: T\u1ef7 l\u1ec7 b\u1ecf qua cho bi\u1ebft t\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m kh\u00e1ch h\u00e0ng ch\u1ecdn kh\u00f4ng mua h\u00e0ng \u0111\u1ecbnh k\u1ef3. T\u1ef7 l\u1ec7 c\u00e0ng th\u1ea5p, qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u00e0ng t\u1ed1t.<\/li>\n
  • S\u1ef1 hi\u1ec7n di\u1ec7n tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng<\/strong>: S\u1ef1 hi\u1ec7n di\u1ec7n t\u00edch c\u1ef1c tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng v\u00e0 theo d\u00f5i kh\u00e1ch h\u00e0ng ch\u1ee9ng t\u1ecf qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t.<\/li>\n
  • T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i<\/strong>: T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i cho bi\u1ebft t\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng chuy\u1ec3n th\u00e0nh ng\u01b0\u1eddi mua h\u00e0ng. CEM c\u00e0ng hi\u1ec7u qu\u1ea3 th\u00ec t\u1ec9 l\u1ec7 n\u00e0y c\u00e0ng cao.<\/li>\n<\/ul>\n

    L\u1ee3i \u00edch v\u00e0 kh\u00f3 kh\u0103n khi x\u00e2y d\u1ef1ng CEM cho doanh nghi\u1ec7p<\/strong><\/h2>\n

    D\u1ef1a tr\u00ean nh\u1eefng kh\u00e1i ni\u1ec7m k\u1ec3 tr\u00ean, ch\u1eafn h\u1eb3n b\u1ea1n c\u0169ng \u0111\u00e3 hi\u1ec3u CEM l\u00e0 g\u00ec c\u00f9ng v\u1edbi l\u1ee3i \u00edch to l\u1edbn c\u1ee7a n\u00f3. Cung c\u1ea5p nh\u1eefng tr\u1ea3i nghi\u1ec7m tuy\u1ec7t v\u1eddi cho kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 gi\u00fap t\u1ea1o ra t\u1ec7p kh\u00e1ch h\u00e0ng trung th\u00e0nh. H\u1ecd l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u1ee7ng h\u1ed9 v\u00e0 c\u00f3 kh\u1ea3 n\u0103ng truy\u1ec1n mi\u1ec7ng t\u00edch c\u1ef1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/p>\n

    Vi\u1ec7c c\u1ee7ng c\u1ed1 l\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn nhi\u1ec1u m\u1ee5c \u0111\u00edch cao h\u01a1n. Nh\u1eefng ng\u01b0\u1eddi \u1ee7ng h\u1ed9 th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng s\u1ebd chi ti\u00eau nhi\u1ec1u h\u01a1n, mua nhi\u1ec1u m\u1eb7t h\u00e0ng h\u01a1n v\u00e0 quay tr\u1edf l\u1ea1i s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 b\u1ea1n cung c\u1ea5p th\u01b0\u1eddng xuy\u00ean h\u01a1n. Ngo\u00e0i ra, x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c CEM c\u00f2n gi\u00fap ti\u1ebft ki\u1ec7m th\u1eddi gian v\u00e0 ti\u1ec1n b\u1ea1c. Trong khi c\u00e1c cu\u1ed9c \u0111i\u1ec1u tra CEM th\u01b0\u1eddng t\u1eadp trung \u0111i th\u1eb3ng v\u00e0o tr\u1ecdng t\u00e2m, c\u00e1c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u1ea1i mang t\u00ednh kh\u00e1i qu\u00e1t v\u00e0 t\u1ed1n nhi\u1ec1u ngu\u1ed3n l\u1ef1c \u0111\u1ec3 th\u1ef1c hi\u1ec7n.<\/p>\n

    V\u1eady c\u00f2n nh\u1eefng th\u00e1ch th\u1ee9c m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 g\u1eb7p ph\u1ea3i trong qu\u00e1 tr\u00ecnh l\u00ean chi\u1ebfn l\u01b0\u1ee3c CEM l\u00e0 g\u00ec? Sau khi kh\u1ea3o s\u00e1t h\u01a1n 100 chuy\u00ean gia trong ng\u00e0nh, Kustomer \u0111\u00e3 ph\u00e1t hi\u1ec7n ra nh\u1eefng v\u1ea5n \u0111\u1ec1 ph\u1ed5 bi\u1ebfn nh\u1ea5t sau \u0111\u00e2y:<\/p>\n

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    • Kh\u00e1ch h\u00e0ng c\u1ea7n l\u1eb7p l\u1ea1i th\u00f4ng tin (46%)<\/li>\n
    • Thi\u1ebfu c\u00e1 nh\u00e2n h\u00f3a trong t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng (34%)<\/li>\n
    • Kh\u00e1ch h\u00e0ng cho r\u1eb1ng th\u1eddi gian c\u1ee7a h\u1ecd kh\u00f4ng \u0111\u01b0\u1ee3c coi tr\u1ecdng (34%)<\/li>\n
    • \u0110\u1ea1i l\u00fd thi\u1ebfu b\u1ed1i c\u1ea3nh v\u1ec1 kh\u00e1ch h\u00e0ng (30%)<\/li>\n
    • D\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng b\u1ecb ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c b\u1ed9 ph\u1eadn kh\u00e1c (30%)<\/li>\n<\/ul>\n
      \n
      \"CEM
      CEM l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng khi\u1ebfn kh\u00e1ch h\u00e0ng ch\u00fa \u00fd t\u1edbi th\u01b0\u01a1ng hi\u1ec7u<\/figcaption><\/figure>\n<\/div>\n

      C\u00e1c y\u1ebfu t\u1ed1 ch\u1ee7 ch\u1ed1t c\u1ee7a m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c CEM hi\u1ec7u qu\u1ea3<\/strong><\/h2>\n

      M\u1ed9t chi\u1ebfn l\u01b0\u1ee3c CEM hi\u1ec7u qu\u1ea3 bao g\u1ed3m m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 l\u00e0m vi\u1ec7c c\u00f9ng nhau \u0111\u1ec3 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u01b0\u1ee3t tr\u1ed9i. Gi\u1ea3i ph\u00e1p CEM ph\u1ea3i t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3 v\u00e0 \u0111\u1ea3m b\u1ea3o c\u00e1c y\u1ebfu t\u1ed1 sau:<\/p>\n

        \n
      • Thu th\u1eadp v\u00e0 th\u1ed1ng nh\u1ea5t c\u00e1c ph\u1ea3n h\u1ed3i<\/strong>: N\u1ec1n t\u1ea3ng CEM ph\u1ea3i th\u00e0nh th\u1ea1o trong vi\u1ec7c k\u00edch ho\u1ea1t c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t ph\u1ea3n h\u1ed3i \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng. \u0110\u00f3 c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t v\u1ec1 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng, kh\u1ea3o s\u00e1t qua email ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 m\u1ed9t b\u00e0i \u0111\u00e1nh gi\u00e1 tr\u1ef1c tuy\u1ebfn tr\u00ean b\u1ea5t k\u1ef3 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng n\u00e0o. B\u1ea5t k\u1ec3 ngu\u1ed3n n\u00e0o, n\u1ec1n t\u1ea3ng CEM ph\u1ea3i th\u1ed1ng nh\u1ea5t t\u1ea5t c\u1ea3 c\u00e1c ph\u1ea3n h\u1ed3i t\u1ea1i m\u1ed9t c\u01a1 s\u1edf d\u1eef li\u1ec7u v\u00e0 b\u1ed1 tr\u00ed d\u1eef li\u1ec7u ph\u00f9 h\u1ee3p \u0111\u1ec3 xem x\u00e9t nhanh ch\u00f3ng.<\/li>\n
      • Ph\u00e2n t\u00edch v\u1edbi m\u00f4-\u0111un b\u00e1o c\u00e1o<\/strong>: Sau khi ph\u1ea7n m\u1ec1m thu th\u1eadp ph\u1ea3n h\u1ed3i v\u00e0 d\u1eef li\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng, nhi\u1ec7m v\u1ee5 ti\u1ebfp theo c\u1ee7a n\u1ec1n t\u1ea3ng CEM l\u00e0 ph\u00e2n t\u00edch k\u1ef9 l\u01b0\u1ee1ng v\u00e0 \u0111\u01b0a ra nh\u1eefng insight s\u00e2u s\u1eafc. \u0110\u1ed1i v\u1edbi \u0111i\u1ec1u n\u00e0y, CEM ph\u1ea3i \u0111i k\u00e8m v\u1edbi m\u1ed9t m\u00f4-\u0111un b\u00e1o c\u00e1o v\u00e0 ph\u00e2n t\u00edch m\u1ea1nh m\u1ebd. N\u00f3 s\u1ebd cho ph\u00e9p c\u00e1c c\u00f4ng ty nhanh ch\u00f3ng x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111i\u1ec3m m\u00f9 kinh doanh v\u00e0 c\u00e1c ch\u1ec9 s\u1ed1 quan tr\u1ecdng th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng kinh doanh.<\/li>\n
      • Th\u1ef1c thi, \u0111\u00f3ng v\u00f2ng l\u1eb7p<\/strong>: K\u1ebft th\u00fac v\u00f2ng l\u1eb7p l\u00e0 m\u1ed9t trong nh\u1eefng kh\u00eda c\u1ea1nh quan tr\u1ecdng nh\u1ea5t c\u1ee7a vi\u1ec7c c\u1ea3i thi\u1ec7n CEM. Khi m\u1ed9t kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0i l\u00f2ng, n\u1ec1n t\u1ea3ng CEM ph\u1ea3i c\u00f3 m\u1ed9t h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd c\u1ea3nh b\u00e1o \u0111\u1ec3 th\u00f4ng b\u00e1o cho to\u00e0n b\u1ed9 nh\u00f3m. T\u1eeb \u0111\u00f3, ti\u1ebfp c\u1eadn v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 ngay l\u1eadp t\u1ee9c.\u00a0<\/li>\n<\/ul>\n

        C\u00e1c b\u01b0\u1edbc x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c CEM hi\u1ec7u qu\u1ea3<\/strong><\/h2>\n

        Sau khi hi\u1ec3u r\u00f5 t\u1ea7m quan tr\u1ecdng c\u1ee7a CEM, \u0111\u00e3 \u0111\u1ebfn l\u00fac x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c CEM cho ri\u00eang m\u00ecnh.<\/p>\n

        B\u01b0\u1edbc 1: Nghi\u00ean c\u1ee9u v\u00e0 t\u1ea1o Buyer Persona<\/strong><\/h3>\n

        Nghi\u00ean c\u1ee9u s\u00e2u r\u1ed9ng l\u00e0 \u0111i\u1ec1u \u0111\u1ea7u ti\u00ean b\u1ea1n n\u00ean l\u00e0m khi x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. L\u00e0m c\u00e1ch n\u00e0o b\u1ea1n c\u00f3 th\u1ec3 t\u1ea1o k\u1ebf ho\u1ea1ch CEM hi\u1ec7u qu\u1ea3 n\u1ebfu b\u1ea1n kh\u00f4ng bi\u1ebft kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh l\u00e0 ai?<\/p>\n

        T\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n l\u00e0 ai, \u0111\u1ed9ng c\u01a1, \u0111i\u1ec3m kh\u00f3 kh\u0103n c\u1ee7a h\u1ecd, v.v. v\u00e0 s\u1eafp x\u1ebfp h\u1ecd th\u00e0nh c\u00e1c Buyer Persona. Ch\u00fang l\u00e0 nh\u1eefng m\u00f4 t\u1ea3 chi ti\u1ebft v\u1ec1 m\u1ed9t nh\u00e2n v\u1eadt h\u01b0 c\u1ea5u \u0111\u1ea1i di\u1ec7n cho kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n. B\u1eb1ng c\u00e1ch ph\u00e1t tri\u1ec3n 1-5 Persona, b\u1ea1n c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o tr\u1ea3i nghi\u1ec7m cho c\u00e1c ph\u00e2n kh\u00fac c\u00f3 gi\u00e1 tr\u1ecb nh\u1ea5t c\u1ee7a m\u00ecnh.<\/p>\n

        B\u01b0\u1edbc 2: X\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c ti\u00eau kinh doanh\u00a0<\/strong><\/h3>\n

        Trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng lu\u00f4n thay \u0111\u1ed5i ng\u00e0y nay, nh\u1eefng n\u1ed7 l\u1ef1c c\u1ee7a b\u1ea1n s\u1ebd r\u1ea5t d\u1ec5\u00a0 tr\u1edf n\u00ean r\u1eddi r\u1ea1c v\u00e0 c\u00f4 l\u1eadp. Nguy\u00ean nh\u00e2n ch\u00ednh l\u00e0 kh\u00f4ng x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c ho\u1eb7c m\u1ea5t t\u1ea7m nh\u00ecn cho c\u00e1c m\u1ee5c ti\u00eau kinh doanh t\u1ed5ng th\u1ec3. Tr\u01b0\u1edbc khi \u00e1p d\u1ee5ng b\u1ea5t k\u1ef3 khu\u00f4n m\u1eabu n\u00e0o, b\u1ea1n c\u1ea7n hi\u1ec3u r\u00f5 r\u00e0ng v\u1ec1 nh\u1eefng g\u00ec b\u1ea1n \u0111ang c\u1ed1 g\u1eafng \u0111\u1ea1t \u0111\u01b0\u1ee3c.<\/p>\n

        B\u01b0\u1edbc 3: Qu\u1ea3n l\u00fd c\u00e1c b\u00ean li\u00ean quan (Stakeholders)\u00a0<\/strong><\/h3>\n

        Thay \u0111\u1ed5i b\u1ea5t k\u1ef3 b\u1ed9 ph\u1eadn n\u00e0o trong t\u1ed5 ch\u1ee9c c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3 g\u00e2y ra s\u1ef1 gi\u00e1n \u0111o\u1ea1n v\u00e0 nh\u1ea7m l\u1eabn gi\u1eefa c\u00e1c nh\u00e2n vi\u00ean. Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c t\u1ea1o ra b\u1edfi to\u00e0n b\u1ed9 c\u00f4ng ty. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 b\u1ea1n s\u1ebd c\u1ea7n s\u1ef1 h\u1ed7 tr\u1ee3 t\u1eeb c\u00e1c b\u00ean li\u00ean quan ch\u00ednh \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ecdi vi\u1ec7c m\u1ed9t c\u00e1ch tr\u01a1n tru.<\/p>\n

        B\u01b0\u1edbc 4: \u00c1p d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp c\u1eadn \u0111a k\u00eanh<\/strong><\/h3>\n

        Ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y nay kh\u00f4ng c\u00f2n nh\u00ecn th\u1ea5y c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ed9t c\u00e1ch \u0111\u01a1n thu\u1ea7n n\u1eefa. Thay v\u00e0o \u0111\u00f3, h\u1ecd mu\u1ed1n vi\u1ebft k\u1ecbch b\u1ea3n h\u00e0nh tr\u00ecnh c\u1ee7a ri\u00eang m\u00ecnh tr\u00ean nhi\u1ec1u k\u00eanh v\u00e0 \u0111i\u1ec3m ti\u1ebfp x\u00fac. B\u1eb1ng c\u00e1ch t\u1ea1o tr\u1ea3i nghi\u1ec7m \u0111a k\u00eanh, b\u1ea1n c\u00f3 th\u1ec3 gi\u1eef t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh c\u1ee7a m\u00ecnh \u1edf m\u1ed9t n\u01a1i trong khi th\u1ed1ng nh\u1ea5t phong c\u00e1ch v\u00e0 th\u00f4ng tin c\u1ee7a ch\u00fang.<\/p>\n

        V\u1edbi c\u00e1ch ti\u1ebfp c\u1eadn \u0111a k\u00eanh, b\u1ea1n c\u00f3 th\u1ec3:<\/p>\n

          \n
        • T\u00edch h\u1ee3p nhi\u1ec1u k\u00eanh<\/li>\n
        • T\u0103ng s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng<\/li>\n
        • C\u1ea3i thi\u1ec7n kh\u1ea3 n\u0103ng gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng<\/li>\n<\/ul>\n

          B\u01b0\u1edbc 5: S\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 th\u00edch h\u1ee3p<\/strong><\/h3>\n

          Trong th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1 ng\u00e0y nay, s\u1ebd kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c CEM n\u00e0o kh\u1ea3 thi n\u1ebfu kh\u00f4ng c\u00f3 c\u00f4ng ngh\u1ec7 ph\u00f9 h\u1ee3p. M\u1ed9t s\u1ed1 c\u00f4ng c\u1ee5 b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng bao g\u1ed3m:<\/p>\n

            \n
          • N\u00e2ng cao d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n v\u1edbi AI v\u00e0 t\u1ef1 \u0111\u1ed9ng h\u00f3a: Kh\u00e1ch h\u00e0ng lu\u00f4n mong \u0111\u1ee3i trang web c\u1ee7a c\u00f4ng ty c\u00f3 \u1ee9ng d\u1ee5ng t\u1ef1 ph\u1ee5c v\u1ee5. V\u00e0 nh\u1eefng d\u1ecbch v\u1ee5 t\u1ef1 ph\u1ee5c v\u1ee5 n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c n\u00e2ng cao b\u1edfi c\u00f4ng ngh\u1ec7 AI.<\/li>\n
          • T\u1ed5 ch\u1ee9c t\u1ea5t c\u1ea3 d\u1eef li\u1ec7u b\u00e1n h\u00e0ng v\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n b\u1eb1ng h\u1ec7 th\u1ed1ng CRM: Kh\u00e1ch h\u00e0ng ph\u1ea3i l\u00e0 trung t\u00e2m c\u1ee7a m\u1ecdi vi\u1ec7c b\u1ea1n l\u00e0m. V\u1edbi h\u1ec7 th\u1ed1ng CRM, b\u1ea1n c\u00f3 th\u1ec3 qu\u1ea3n l\u00fd c\u00e1c cam k\u1ebft c\u1ee7a m\u00ecnh v\u00e0 mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng tr\u1ea3i nghi\u1ec7m tuy\u1ec7t v\u1eddi m\u00e0 h\u1ecd mu\u1ed1n v\u00e0 mong \u0111\u1ee3i.<\/li>\n<\/ul>\n

            B\u01b0\u1edbc 6: Xem x\u00e9t, \u0111\u00e1nh gi\u00e1 chi\u1ebfn l\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng\u00a0<\/strong><\/h3>\n

            Chi\u1ebfn l\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t b\u00e0i t\u1eadp l\u00e0m m\u1ed9t l\u1ea7n. \u0110\u00f3 l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh li\u00ean t\u1ee5c. V\u1edbi chi\u1ebfn l\u01b0\u1ee3c \u0111o l\u01b0\u1eddng \u0111\u00e3 c\u00f3, b\u1ea1n n\u00ean xem l\u1ea1i chi\u1ebfn l\u01b0\u1ee3c CEM c\u1ee7a m\u00ecnh th\u01b0\u1eddng xuy\u00ean v\u00e0 t\u00ecm c\u00e1ch qu\u1ea3n l\u00fd v\u00e0 t\u1ed1i \u01b0u h\u00f3a n\u1ed7 l\u1ef1c c\u1ee7a m\u00ecnh.<\/p>\n

            Chi\u1ebfn l\u01b0\u1ee3c CEM c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1, ch\u1eb3ng h\u1ea1n nh\u01b0 xu h\u01b0\u1edbng m\u1edbi, c\u1ea1nh tranh, c\u00f4ng ngh\u1ec7 ho\u1eb7c s\u1ef1 thay \u0111\u1ed5i trong h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u0110\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao b\u1ea1n ph\u1ea3i theo d\u00f5i nh\u1eefng l\u0129nh v\u1ef1c n\u00e0y v\u00e0 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c CEM sao cho ph\u00f9 h\u1ee3p.<\/p>\n

            \n
            \"CEM
            CEM mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng tr\u1ea3i nghi\u1ec7m mua h\u00e0ng tuy\u1ec7t v\u1eddi<\/figcaption><\/figure>\n<\/div>\n

            L\u1eddi k\u1ebft<\/strong><\/p>\n

            V\u1eady l\u00e0 Masterskills \u0111\u00e3 c\u00f9ng b\u1ea1n gi\u1ea3i \u0111\u00e1p th\u1eafc m\u1eafc v\u1ec1 CEM l\u00e0 g\u00ec<\/strong> th\u00f4ng qua b\u00e0i vi\u1ebft tr\u00ean. N\u1ebfu c\u00f3 b\u1ea5t k\u00ec c\u00e2u h\u1ecfi n\u00e0o li\u00ean quan \u0111\u1ebfn b\u00e0i vi\u1ebft, \u0111\u1eebng ng\u1ea7n ng\u1ea1i \u0111i\u1ec1n ngay v\u00e0o ph\u1ea7n b\u00ecnh lu\u1eadn. Masterskills s\u1ebd c\u00f2n quay tr\u1edf l\u1ea1i v\u1edbi nhi\u1ec1u content ch\u1ea5t l\u01b0\u1ee3ng h\u01a1n v\u1ec1 ch\u1ee7 \u0111\u1ec1 n\u00e0y. H\u00e3y c\u00f9ng \u0111\u00f3n xem nh\u00e9!<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

            \u0110\u1ea3m b\u1ea3o s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 \u0111i\u1ec1u m\u00e0 m\u1ecdi doanh nghi\u1ec7p h\u01b0\u1edbng \u0111\u1ebfn. Trong kinh doanh, c\u00f3 m\u1ed9t thu\u1eadt ng\u1eef chuy\u00ean ng\u00e0nh th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 n\u00f3i v\u1ec1 kh\u00eda c\u1ea1nh n\u00e0y. \u0110\u00f3 l\u00e0 CEM \u2013 Customer Experience Management. CEM l\u00e0 g\u00ec? Vi\u1ec7c qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, trong th\u1ef1c t\u1ebf […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[453],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/49137"}],"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=49137"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/49137\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=49137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=49137"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=49137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}