{"id":51430,"date":"2023-12-20T00:05:38","date_gmt":"2023-12-19T17:05:38","guid":{"rendered":"https:\/\/masterskills.org\/blog\/gia-tri-vong-doi-khach-hang-trong-thuong-mai-dien-tu.html"},"modified":"2023-12-20T00:05:38","modified_gmt":"2023-12-19T17:05:38","slug":"gia-tri-vong-doi-khach-hang-trong-thuong-mai-dien-tu","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/gia-tri-vong-doi-khach-hang-trong-thuong-mai-dien-tu.html","title":{"rendered":"Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng trong Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed"},"content":{"rendered":"<div id=\"test\">Khi c\u1ea3m th\u1ea5y r\u1ed1i gi\u1eefa qu\u00e1 nhi\u1ec1u ch\u1ec9 s\u1ed1 trong qu\u1ea3n l\u00fd kinh doanh, \u0111\u00e3 \u0111\u1ebfn l\u00fac b\u1ea1n c\u1ea7n t\u00ecm hi\u1ec3u v\u1ec1 Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng (Customer\u00a0lifetime value \u2013 CLV). \u0110\u00e2y\u00a0l\u00e0 ch\u1ec9 s\u1ed1 c\u01a1 b\u1ea3n nh\u01b0ng l\u1ea1i gi\u00fap d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c v\u1ec1 ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a b\u1ea1n.<\/p>\n<div id=\"attachment_9200\" style=\"width: 560px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-9200\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/leaky-bucket-theory.png\" alt=\"Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng l\u00e0 b\u1ee9c tranh kh\u00e1i qu\u00e1t nh\u1ea5t c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.\" width=\"550\" height=\"307\" title=\"leaky-bucket-theory\"><\/p>\n<p class=\"wp-caption-text\">Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng l\u00e0 b\u1ee9c tranh kh\u00e1i qu\u00e1t nh\u1ea5t c\u1ee7a m\u1ed9t doanh nghi\u1ec7p.<\/p>\n<\/div>\n<p>Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng l\u00e0 gi\u00e1 tr\u1ecb\u00a0c\u1ee7a\u00a0m\u1ed9t kh\u00e1ch h\u00e0ng \u0111\u00f3ng g\u00f3p cho c\u00f4ng ty b\u1ea1n trong su\u1ed1t cu\u1ed9c \u0111\u1eddi h\u1ecd.\u00a0Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c chia l\u00e0m 2 lo\u1ea1i:<\/p>\n<ul>\n<li><strong>Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi l\u1ecbch s\u1eed<\/strong> (Historic customer lifetime value): \u0110\u01a1n gi\u1ea3n n\u00f3 l\u00e0 t\u1ed5ng l\u1ee3i nhu\u1eadn c\u1ee7a t\u1ea5t c\u1ea3 c\u00e1c l\u1ea7n mua h\u00e0ng trong l\u1ecbch s\u1eed.<\/li>\n<\/ul>\n<ul>\n<li><strong>Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi d\u1ef1 \u0111o\u00e1n<\/strong> (Predictive customer lifetime value): L\u00e0 m\u1ed9t ph\u00e2n t\u00edch d\u1ef1 \u0111o\u00e1n d\u1eefa tr\u00ean d\u1eef li\u1ec7u mua h\u00e0ng l\u1ecbch s\u1eed tr\u01b0\u1edbc \u0111\u00f3 v\u00e0 nh\u1eefng h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng. N\u00f3 ph\u1ee5 thu\u1ed9c v\u00e0o k\u1ef9 thu\u1eadt ph\u00e2n t\u00edch \u0111\u1ec3 c\u00f3 m\u1ee9c \u0111\u1ed9 ch\u00ednh x\u00e1c v\u00e0 \u00e1p d\u1ee5ng \u0111\u00fang v\u1edbi m\u1ecdi giao d\u1ecbch mua h\u00e0ng.<\/li>\n<\/ul>\n<p><em>* C\u00f2n nhi\u1ec1u c\u00e1ch ph\u00e2n chia kh\u00e1c kh\u00f4ng \u0111\u01b0\u1ee3c nh\u1eafc h\u1ebft trong b\u00e0i vi\u1ebft n\u00e0y. B\u1ea1n c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u th\u00eam t\u1ea1i \u0111\u00e2y.<\/em><\/p>\n<h2 id=\"1-vi-sao-gia-tri-vong-doi-khach-hang-quan-trong-trong-thuong-mai-dien-tu\">V\u00ec sao gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng quan tr\u1ecdng trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed<\/h2>\n<p>Nhi\u1ec1u ng\u01b0\u1eddi ch\u00fa \u00fd v\u00e0o\u00a0L\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0\u00a0(Return On Investment \u2013 ROI) h\u01a1n l\u00e0 Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng. Nh\u01b0ng b\u1ea3n ch\u1ea5t ROI l\u00e0 m\u1ed9t ch\u1ec9 s\u1ed1 \u0111\u01a1n gi\u1ea3n cho b\u1ea1n bi\u1ebft \u0111\u01b0\u1ee3c b\u1ea1n nh\u1eadn l\u1ea1i \u0111\u01b0\u1ee3c bao nhi\u00eau so v\u1edbi m\u1ee9c b\u1ea1n \u0111\u1ea7u t\u01b0. ROI cho b\u1ea1n th\u00f4ng tin hi\u1ec7n t\u1ea1i, c\u00f2n CLV cho b\u1ea1n c\u1ea3 th\u00f4ng tin trong t\u01b0\u01a1ng lai.<\/p>\n<p>V\u1edbi Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, b\u1ea1n c\u00f3 nhi\u1ec1u l\u1ee3i th\u1ebf so v\u1edbi kinh doanh truy\u1ec1n th\u1ed1ng: Chi ph\u00ed m\u1eb7t b\u1eb1ng kinh doanh, t\u1ed5 ch\u1ee9c g\u1ecdn, t\u1ed1i \u01b0u chi ph\u00ed marketing\u2026 Nh\u1eefng \u0111i\u1ec1u n\u00e0y th\u01b0\u1eddng d\u1eabn t\u1edbi nh\u1eadn \u0111\u1ecbnh l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 s\u1ebd cao. Nh\u01b0ng n\u1ebfu b\u1ea1n mu\u1ed1n doanh nghi\u1ec7p \u0111i xa h\u01a1n, h\u00e3y chuy\u1ec3n d\u1ecbch ngu\u1ed3n l\u1ef1c sang S\u1ea3n ph\u1ea9m\/D\u1ecbch v\u1ee5 (nghi\u00ean c\u1ee9u s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 phong ph\u00fa h\u01a1n, kh\u1ea3 n\u0103ng cung \u1ee9ng t\u1ed1t h\u01a1n) v\u00e0 D\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng. N\u00f3 s\u1ebd l\u00e0m t\u0103ng gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n. Hay n\u00f3i c\u00e1ch kh\u00e1c, l\u1ee3i nhu\u1eadn t\u1eeb m\u1ed9t kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n ng\u00e0y c\u00e0ng t\u0103ng l\u00ean.<\/p>\n<h2 id=\"2-cach-tinh-gia-tri-vong-doi-khach-hang\">C\u00e1ch t\u00ednh Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng<\/h2>\n<h3 id=\"2-1-1-gia-tri-vong-doi-lich-su-historic-customer-lifetime-value\">1.\u00a0Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi l\u1ecbch s\u1eed (Historic customer lifetime value)<\/h3>\n<p>B\u1ea1n c\u00f3 th\u1ec3 t\u00ednh t\u1ed5ng l\u1ee3i nhu\u1eadn t\u1eeb c\u00e1c giao d\u1ecbch c\u1ee7a m\u1ed9t kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00f4ng th\u1ee9c d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n<blockquote>\n<p><strong>CLV<\/strong> =\u00a0(<strong>Giao d\u1ecbch 1<\/strong> + <strong>Giao d\u1ecbch 2<\/strong> + <strong>Giao d\u1ecbch 3<\/strong>+\u2026+ <strong>Giao d\u1ecbch N<\/strong>) x <strong>T\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn trung b\u00ecnh\u00a0<\/strong><\/p>\n<\/blockquote>\n<h3 id=\"2-2-2-gia-tri-vong-doi-du-doan\">2.\u00a0Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi d\u1ef1 \u0111o\u00e1n<\/h3>\n<p>Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi d\u1ef1 \u0111o\u00e1n l\u00e0 ph\u1ee9c t\u1ea1p h\u01a1n. N\u00f3 l\u00e0 thu\u1eadt to\u00e1n c\u1ed1 g\u1eafng cung c\u1ea5p th\u00f4ng tin ch\u00ednh x\u00e1c v\u1ec1 t\u1ed5ng gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi c\u1ee7a m\u1ed9t kh\u00e1ch h\u00e0ng d\u1ef1a v\u00e0o nh\u1eefng d\u1eef li\u1ec7u \u0111\u00e3 c\u00f3. C\u1ee5 th\u1ec3 l\u00e0:<\/p>\n<p>Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng lu\u00f4n l\u00e0 l\u1ee3i nhu\u1eadn r\u00f2ng c\u1ee7a t\u1ed5ng t\u1ea5t c\u1ea3 c\u00e1c ngu\u1ed3n thu trong t\u01b0\u01a1ng lai t\u1eeb m\u1ed9t kh\u00e1ch h\u00e0ng, tr\u1eeb \u0111i t\u1ea5t c\u1ea3 c\u00e1c chi ph\u00ed li\u00ean quan t\u1edbi kh\u00e1ch h\u00e0ng \u0111\u00f3.<\/p>\n<p>Tr\u00ean th\u1ef1c t\u1ebf, c\u00e1c thu\u1eadt to\u00e1n t\u00ednh to\u00e1n ph\u1ee9c t\u1ea1p h\u01a1n nhi\u1ec1u. D\u01b0\u1edbi \u0111\u00e2y ch\u00fang t\u00f4i l\u1ea5y m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 t\u00ednh to\u00e1n nh\u01b0 sau:<\/p>\n<p><strong>C\u00e1ch \u0111\u01a1n gi\u1ea3n:<\/strong><\/p>\n<p style=\"padding-left: 30px;text-align: center\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-9196\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/Screen_Shot_2014-05-15_at_09.31.27.png\" alt=\"Screen_Shot_2014-05-15_at_09.31.27\" width=\"352\" height=\"75\" title=\"Screen_Shot_2014-05-15_at_09.31.27\"><\/p>\n<p style=\"padding-left: 30px;text-align: left\">Trong \u0111\u00f3:<\/p>\n<p style=\"padding-left: 90px\">.\u00a0T: \u00a0S\u1ed1 giao d\u1ecbch trung b\u00ecnh h\u00e0ng th\u00e1ng<\/p>\n<p style=\"padding-left: 90px\">.\u00a0AOV: Gi\u00e1 tr\u1ecb trung b\u00ecnh c\u00e1c \u0111\u01a1n h\u00e0ng<\/p>\n<p style=\"padding-left: 90px\">. ALT: Average Customer Lifespan \u2013 Tu\u1ed5i trung b\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng (t\u00ednh theo th\u00e1ng)<\/p>\n<p style=\"padding-left: 90px\">. AGM: T\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn trung b\u00ecnh<\/p>\n<p><strong>C\u00e1ch chi ti\u1ebft:<\/strong><\/p>\n<p style=\"padding-left: 30px;text-align: center\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-9197\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/Screen_Shot_2014-05-14_at_18.36.56.png\" alt=\"Screen_Shot_2014-05-14_at_18.36.56\" width=\"270\" height=\"74\" title=\"Screen_Shot_2014-05-14_at_18.36.56\"><\/p>\n<p style=\"padding-left: 60px\">Trong \u0111\u00f3:<\/p>\n<p style=\"padding-left: 90px\">.\u00a0R: Monthly retention rate \u2013 L\u00e0 t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng t\u00ednh theo th\u00e1ng. V\u00ed du th\u00e1ng tr\u01b0\u1edbc b\u1ea1n c\u00f3 1000 kh\u00e1ch, v\u00e0 c\u00f3 200 kh\u00e1ch quay l\u1ea1i trong th\u00e1ng n\u00e0y. T\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n \u00a0kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n l\u00e0 R = 20%<\/p>\n<p style=\"padding-left: 90px\">.\u00a0D: Monthly discount rate<\/p>\n<p>Tr\u00ean \u0111\u00e2y l\u00e0 \u0111\u1ecbnh ngh\u0129a v\u00e0 c\u00e1ch t\u00ednh gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng th\u01b0\u1eddng g\u1eb7p trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. Ch\u1ec9 s\u1ed1 n\u00e0y c\u00e0ng ch\u00ednh x\u00e1c khi ph\u01b0\u01a1ng ph\u00e1p t\u00ednh v\u00e0 thu\u1eadt to\u00e1n c\u1ee7a b\u1ea1n c\u00e0ng s\u00e1t v\u1edbi th\u1ef1c t\u1ebf. B\u1ea1n c\u00f3 th\u1ec3 xem m\u1ed9t v\u00ed d\u1ee5 c\u1ee5 th\u1ec3\u00a0qua infographic C\u00e1ch t\u00ednh Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng.<\/p>\n<p><em>B\u00e0i li\u00ean quan:<\/em><\/p>\n<ul>\n<li><em>T\u0103ng gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng nh\u1edd kh\u00e1c bi\u1ec7t h\u00f3a tr\u1ea3i nghi\u1ec7m<\/em><\/li>\n<li><em>Mu\u1ed1n c\u00f3 l\u1ee3i nhu\u1eadn l\u00e2u d\u00e0i, b\u1ea1n c\u1ea7n c\u00f3 chi\u1ebfn l\u01b0\u1ee3c kh\u00e1ch h\u00e0ng trung th\u00e0nh<\/em><\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p><strong>CLV<\/strong> =\u00a0(<strong>Giao d\u1ecbch 1<\/strong> + <strong>Giao d\u1ecbch 2<\/strong> + <strong>Giao d\u1ecbch 3<\/strong>+\u2026+ <strong>Giao d\u1ecbch N<\/strong>) x <strong>T\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn trung b\u00ecnh\u00a0<\/strong><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[456],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/51430"}],"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=51430"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/51430\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=51430"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=51430"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=51430"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}