{"id":51656,"date":"2023-12-20T00:56:38","date_gmt":"2023-12-19T17:56:38","guid":{"rendered":"https:\/\/masterskills.org\/blog\/rfm-segmentation-phan-loai-khach-hang-theo-mo-hinh-rfm.html"},"modified":"2023-12-20T00:56:38","modified_gmt":"2023-12-19T17:56:38","slug":"rfm-segmentation-phan-loai-khach-hang-theo-mo-hinh-rfm","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/rfm-segmentation-phan-loai-khach-hang-theo-mo-hinh-rfm.html","title":{"rendered":"RFM Segmentation: Ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng theo m\u00f4 h\u00ecnh RFM"},"content":{"rendered":"
\n

M\u00f4 h\u00ecnh RFM Segmentation (Recency, Frequency, Monetary) \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch gi\u00fap doanh nghi\u1ec7p ph\u00e2n lo\u1ea1i v\u00e0 qu\u1ea3n l\u00fd kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3. RFM Segmentation d\u1ef1a tr\u00ean ba y\u1ebfu t\u1ed1 quan tr\u1ecdng trong h\u00e0nh vi mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng: Recency (th\u1eddi gian mua h\u00e0ng g\u1ea7n nh\u1ea5t), Frequency (t\u1ea7n su\u1ea5t mua h\u00e0ng) v\u00e0 Monetary (gi\u00e1 tr\u1ecb ti\u1ec1n m\u1ed7i l\u1ea7n mua h\u00e0ng). B\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch v\u00e0 k\u1ebft h\u1ee3p ba y\u1ebfu t\u1ed1 n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 chia kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m \u0111\u1eb7c tr\u01b0ng, t\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 qu\u1ea3n l\u00fd ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

RFM l\u00e0 g\u00ec?<\/b><\/h2>\n

M\u00f4 h\u00ecnh RFM (Recency, Frequency, Monetary) l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb v\u00e0 qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng. M\u00f4 h\u00ecnh RFM \u0111\u00e1nh gi\u00e1 c\u00e1c kh\u00eda c\u1ea1nh quan tr\u1ecdng c\u1ee7a h\u00e0nh vi mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean 3 y\u1ebfu t\u1ed1:<\/span><\/p>\n

    \n
  • Recency (Th\u1eddi gian g\u1ea7n nh\u1ea5t mua h\u00e0ng)<\/span><\/li>\n
  • Frequency (T\u1ea7n su\u1ea5t)<\/span><\/li>\n
  • Monetary (Gi\u00e1 tr\u1ecb ti\u1ec1n m\u1ed7i l\u1ea7n mua h\u00e0ng)<\/span><\/li>\n<\/ul>\n
    \"M\u00f4<\/p>\n

    M\u00f4 h\u00ecnh RFM l\u00e0 g\u00ec?<\/p>\n<\/div>\n

    D\u1ef1a tr\u00ean ba y\u1ebfu t\u1ed1 n\u00e0y, kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1c nhau, nh\u01b0 kh\u00e1ch h\u00e0ng quan tr\u1ecdng, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, kh\u00e1ch h\u00e0ng m\u1ea5t d\u1ea7n v\u00e0 kh\u00e1ch h\u00e0ng kh\u00f4ng ho\u1ea1t \u0111\u1ed9ng\u2026 M\u00f4 h\u00ecnh RFM gi\u00fap doanh nghi\u1ec7p d\u1ef1 \u0111o\u00e1n ti\u1ec1m n\u0103ng c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, s\u1eafp x\u1ebfp c\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng theo th\u1ee9 t\u1ef1 \u01b0u ti\u00ean \u0111\u1ec3 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 v\u00e0 ti\u1ebft ki\u1ec7m chi ph\u00ed. \u0110i\u1ec1u n\u00e0y gi\u00fap t\u1ed1i \u01b0u h\u00f3a ng\u00e2n s\u00e1ch chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb, c\u1ea3i thi\u1ec7n t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng doanh thu.<\/span><\/p>\n

    C\u00e1c y\u1ebfu t\u1ed1 c\u1ee7a m\u00f4 h\u00ecnh RFM<\/b><\/h2>\n

    M\u00f4 h\u00ecnh RFM trong ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 ba y\u1ebfu t\u1ed1 Recency, Frequency, Monetary:<\/span><\/p>\n

    Recency (Th\u1eddi gian mua h\u00e0ng g\u1ea7n nh\u1ea5t)\u00a0<\/b><\/h3>\n

    Recency trong m\u00f4 h\u00ecnh RFM \u0111o th\u1eddi gian t\u1eeb l\u1ea7n mua h\u00e0ng g\u1ea7n nh\u1ea5t c\u1ee7a kh\u00e1ch h\u00e0ng. N\u00f3 l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c g\u1ea7n nh\u1ea5t c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi doanh nghi\u1ec7p.<\/span><\/p>\n

    Khi \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh RFM, m\u1ed9t kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c xem l\u00e0 c\u00f3 gi\u00e1 tr\u1ecb cao h\u01a1n n\u1ebfu l\u1ea7n mua h\u00e0ng g\u1ea7n nh\u1ea5t c\u1ee7a h\u1ecd x\u1ea3y ra g\u1ea7n \u0111\u00e2y h\u01a1n. V\u00ed d\u1ee5, m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi mua h\u00e0ng trong th\u00e1ng tr\u01b0\u1edbc s\u1ebd c\u00f3 m\u1ee9c Recency cao h\u01a1n so v\u1edbi m\u1ed9t kh\u00e1ch h\u00e0ng mua h\u00e0ng c\u00e1ch \u0111\u00e2y m\u1ed9t n\u0103m.<\/span><\/p>\n

    Recency trong RFM Segmentation \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1c nhau nh\u01b0:<\/span><\/p>\n

      \n
    • Kh\u00e1ch h\u00e0ng m\u1edbi: L\u1ea7n mua h\u00e0ng g\u1ea7n nh\u1ea5t x\u1ea3y ra g\u1ea7n \u0111\u00e2y v\u00e0 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c coi l\u00e0 ti\u1ec1m n\u0103ng cho vi\u1ec7c t\u01b0\u01a1ng t\u00e1c v\u00e0 ti\u1ebfp th\u1ecb ti\u1ebfp theo.<\/span><\/li>\n
    • Kh\u00e1ch h\u00e0ng th\u01b0\u1eddng xuy\u00ean: L\u1ea7n mua h\u00e0ng g\u1ea7n nh\u1ea5t x\u1ea3y ra kh\u00f4ng qu\u00e1 l\u00e2u v\u00e0 \u0111\u00e1nh d\u1ea5u m\u1ed9t m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c li\u00ean t\u1ee5c v\u1edbi doanh nghi\u1ec7p.<\/span><\/li>\n
    • Kh\u00e1ch h\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng r\u1eddi b\u1ecf: L\u1ea7n mua h\u00e0ng g\u1ea7n nh\u1ea5t x\u1ea3y ra c\u00e1ch \u0111\u00e2y l\u00e2u v\u00e0 \u0111\u00e2y c\u00f3 th\u1ec3 l\u00e0 t\u00edn hi\u1ec7u cho s\u1ef1 suy gi\u1ea3m quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng ho\u1eb7c m\u1ea5t d\u1ea7n li\u00ean h\u1ec7 v\u1edbi doanh nghi\u1ec7p.<\/span><\/li>\n
    • Kh\u00e1ch h\u00e0ng kh\u00f4ng ho\u1ea1t \u0111\u1ed9ng: L\u1ea7n mua h\u00e0ng g\u1ea7n nh\u1ea5t x\u1ea3y ra r\u1ea5t l\u00e2u v\u00e0 kh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f3 ho\u1ea1t \u0111\u1ed9ng m\u1edbi. Nh\u00f3m n\u00e0y th\u01b0\u1eddng \u0111\u1ea1i di\u1ec7n cho kh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f2n t\u01b0\u01a1ng t\u00e1c ho\u1eb7c m\u1ea5t quan t\u00e2m \u0111\u1ebfn doanh nghi\u1ec7p.<\/span><\/li>\n<\/ul>\n

      B\u1eb1ng c\u00e1ch x\u00e1c \u0111\u1ecbnh th\u1eddi gian g\u1ea7n nh\u1ea5t mua h\u00e0ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o vi\u1ec7c t\u01b0\u01a1ng t\u00e1c v\u00e0 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng theo c\u00e1ch ph\u00f9 h\u1ee3p, nh\u1eb1m t\u0103ng c\u01b0\u1eddng quan h\u1ec7 v\u00e0 gia t\u0103ng gi\u00e1 tr\u1ecb t\u1eeb m\u1ed7i kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

      Xem th\u00eam:\u00a0<\/strong><\/em><\/p>\n

      C\u00e1ch t\u00ednh gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng<\/strong><\/em><\/p>\n

      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<\/strong><\/em><\/p>\n

      \"RFM<\/p>\n

      RFM Segmentation ph\u00e2n t\u00edch kh\u00e1ch h\u00e0ng ba y\u1ebfu t\u1ed1 d\u1ef1a tr\u00ean 3 y\u1ebfu t\u1ed1: Recency, Frequency, Monetary<\/p>\n<\/div>\n

      Frequency (T\u1ea7n su\u1ea5t mua h\u00e0ng)<\/b><\/h3>\n

      Frequency \u0111o s\u1ed1 l\u1ea7n mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng trong m\u1ed9t kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh, \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c l\u1eb7p l\u1ea1i c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi doanh nghi\u1ec7p.<\/span><\/p>\n

      Khi \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh RFM, m\u1ed9t kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c coi l\u00e0 c\u00f3 gi\u00e1 tr\u1ecb cao h\u01a1n n\u1ebfu h\u1ecd mua h\u00e0ng th\u01b0\u1eddng xuy\u00ean h\u01a1n. S\u1ed1 l\u1ea7n mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng trong m\u1ed9t kho\u1ea3ng th\u1eddi gian c\u1ee5 th\u1ec3 s\u1ebd quy\u1ebft \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 Frequency c\u1ee7a h\u1ecd. V\u00ed d\u1ee5, m\u1ed9t kh\u00e1ch h\u00e0ng mua h\u00e0ng h\u00e0ng th\u00e1ng s\u1ebd c\u00f3 m\u1ee9c Frequency cao h\u01a1n so v\u1edbi m\u1ed9t kh\u00e1ch h\u00e0ng ch\u1ec9 mua h\u00e0ng m\u1ed9t l\u1ea7n m\u1ed7i n\u0103m.<\/span><\/p>\n

      Frequency trong m\u00f4 h\u00ecnh RFM \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1c nhau nh\u01b0:<\/span><\/p>\n

        \n
      • Kh\u00e1ch h\u00e0ng th\u01b0\u1eddng xuy\u00ean: Mua h\u00e0ng v\u1edbi t\u1ea7n su\u1ea5t cao trong m\u1ed9t kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh. \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng quan tr\u1ecdng v\u00e0 c\u00f3 ti\u1ec1m n\u0103ng mang l\u1ea1i doanh thu l\u1edbn.<\/span><\/li>\n
      • Kh\u00e1ch h\u00e0ng \u0111\u1ecbnh k\u1ef3: Mua h\u00e0ng v\u1edbi t\u1ea7n su\u1ea5t \u1ed5n \u0111\u1ecbnh trong m\u1ed9t kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh, kh\u00f4ng qu\u00e1 th\u01b0\u1eddng xuy\u00ean. \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 th\u01b0\u1eddng xuy\u00ean h\u01a1n.<\/span><\/li>\n
      • Kh\u00e1ch h\u00e0ng ng\u1eabu nhi\u00ean: Mua h\u00e0ng kh\u00f4ng c\u00f3 m\u1ed9t m\u00f4 h\u00ecnh \u0111\u1ec1u \u0111\u1eb7n, kh\u00f4ng c\u00f3 t\u1ea7n su\u1ea5t c\u1ee5 th\u1ec3. \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1 kh\u00f3 d\u1ef1 \u0111o\u00e1n v\u00e0 c\u1ea7n quan t\u00e2m \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng t\u01b0\u01a1ng t\u00e1c.<\/span><\/li>\n
      • Kh\u00e1ch h\u00e0ng kh\u00f4ng th\u01b0\u1eddng xuy\u00ean: Mua h\u00e0ng r\u1ea5t \u00edt l\u1ea7n ho\u1eb7c kh\u00f4ng mua h\u00e0ng trong m\u1ed9t kho\u1ea3ng th\u1eddi gian d\u00e0i. \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00f4ng ph\u1ea3i \u01b0u ti\u00ean ti\u1ebfp th\u1ecb, v\u00e0 c\u00f3 th\u1ec3 y\u00eau c\u1ea7u n\u1ed7 l\u1ef1c \u0111\u1eb7c bi\u1ec7t \u0111\u1ec3 th\u00fac \u0111\u1ea9y h\u1ecd t\u0103ng t\u1ea7n su\u1ea5t mua h\u00e0ng.<\/span><\/li>\n<\/ul>\n

        Monetary (Gi\u00e1 tr\u1ecb ti\u1ec1n m\u1ed7i l\u1ea7n mua h\u00e0ng)<\/b><\/h3>\n

        Monetary \u0111o gi\u00e1 tr\u1ecb ti\u1ec1n ho\u1eb7c gi\u00e1 tr\u1ecb \u0111\u01a1n h\u00e0ng m\u00e0 kh\u00e1ch h\u00e0ng \u0111\u00e3 chi ti\u00eau trong m\u1ed7i l\u1ea7n mua h\u00e0ng, th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 gi\u00e1 tr\u1ecb m\u00e0 kh\u00e1ch h\u00e0ng mang l\u1ea1i cho doanh nghi\u1ec7p. T\u00f9y v\u00e0o nhu c\u1ea7u ph\u00e2n t\u00edch d\u1eef li\u1ec7u c\u1ee7a doanh nghi\u1ec7p cho t\u1eebng chi\u1ebfn d\u1ecbch marketing, gi\u00e1 tr\u1ecb ti\u1ec1n \u0111\u01b0\u1ee3c \u0111o b\u1eb1ng t\u1ed5ng s\u1ed1 ti\u1ec1n m\u00e0 kh\u00e1ch h\u00e0ng \u0111\u00e3 chi tr\u1ea3 ho\u1eb7c t\u1ed5ng gi\u00e1 tr\u1ecb \u0111\u01a1n h\u00e0ng m\u1ed7i l\u1ea7n giao d\u1ecbch.\u00a0<\/span><\/p>\n

        Monetary trong RFM Segmentation \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1c nhau nh\u01b0:<\/span><\/p>\n

          \n
        • Kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb cao: Chi ti\u00eau nhi\u1ec1u ti\u1ec1n trong m\u1ed7i l\u1ea7n mua h\u00e0ng, \u0111\u00f3ng g\u00f3p l\u1edbn v\u00e0o doanh thu c\u1ee7a doanh nghi\u1ec7p. \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng quan tr\u1ecdng v\u00e0 c\u1ea7n \u0111\u01b0\u1ee3c t\u1ea1o \u0111i\u1ec1u ki\u1ec7n thu\u1eadn l\u1ee3i \u0111\u1ec3 duy tr\u00ec m\u1ee9c chi ti\u00eau cao.<\/span><\/li>\n
        • Kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb trung b\u00ecnh: Chi ti\u00eau m\u1ed9t s\u1ed1 ti\u1ec1n v\u1eeba ph\u1ea3i trong m\u1ed7i l\u1ea7n mua h\u00e0ng. \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n v\u00e0 c\u00f3 th\u1ec3 t\u0103ng gi\u00e1 tr\u1ecb b\u1eb1ng c\u00e1ch t\u0103ng c\u01b0\u1eddng t\u01b0\u01a1ng t\u00e1c v\u00e0 ti\u1ebfp th\u1ecb.<\/span><\/li>\n
        • Kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb th\u1ea5p: Chi ti\u00eau \u00edt ti\u1ec1n trong m\u1ed7i l\u1ea7n mua h\u00e0ng. \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 kh\u00f4ng mang l\u1ea1i l\u1ee3i nhu\u1eadn l\u1edbn cho doanh nghi\u1ec7p v\u00e0 c\u00f3 th\u1ec3 c\u1ea7n n\u1ed7 l\u1ef1c \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng gi\u00e1 tr\u1ecb m\u1ed7i giao d\u1ecbch.<\/span><\/li>\n<\/ul>\n

          Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng RFM \u2013 RFM Segmentation<\/b><\/h2>\n

          RFM Segmentation l\u00e0 qu\u00e1 tr\u00ecnh ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m d\u1ef1a tr\u00ean ba y\u1ebfu RFM (Recency, Frequency, Monetary) trong m\u00f4 h\u00ecnh RFM. N\u00f3 gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng ph\u00f9 h\u1ee3p.<\/span><\/p>\n

          Champions (nh\u00f3m kh\u00e1ch h\u00e0ng ti\u00ean phong):<\/b> \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t, h\u1ecd \u0111\u00e3 mua h\u00e0ng g\u1ea7n \u0111\u00e2y nh\u1ea5t, mua h\u00e0ng th\u01b0\u1eddng xuy\u00ean nh\u1ea5t v\u00e0 chi ti\u00eau nhi\u1ec1u ti\u1ec1n nh\u1ea5t. Doanh nghi\u1ec7p n\u00ean cung c\u1ea5p c\u00e1c \u0111\u1eb7c quy\u1ec1n ri\u00eang v\u00e0 ch\u0103m s\u00f3c t\u1ed1t nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y v\u00ec h\u1ecd c\u00f3 th\u1ec3 tr\u1edf th\u00e0nh nh\u1eefng ng\u01b0\u1eddi ti\u00ean phong s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 gi\u00fap qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n v\u1edbi ng\u01b0\u1eddi th\u00e2n, b\u1ea1n b\u00e8.<\/span><\/p>\n

          Potential Loyalists (nh\u00f3m kh\u00e1ch h\u00e0ng trung th\u00e0nh ti\u1ec1m n\u0103ng):<\/b> \u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng g\u1ea7n \u0111\u00e2y, c\u00f3 t\u1ea7n su\u1ea5t mua h\u00e0ng trung b\u00ecnh v\u00e0 \u0111\u00e3 chi ti\u00eau m\u1ed9t s\u1ed1 ti\u1ec1n kh\u00e1 l\u1edbn. \u0110\u1ec3 gi\u1eef ch\u00e2n v\u00e0 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 cung c\u1ea5p ch\u01b0\u01a1ng tr\u00ecnh th\u00e0nh vi\u00ean, ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft ho\u1eb7c \u0111\u1ec1 xu\u1ea5t c\u00e1c s\u1ea3n ph\u1ea9m li\u00ean quan \u0111\u1ec3 n\u00e2ng c\u1ea5p h\u1ecd th\u00e0nh kh\u00e1ch h\u00e0ng Champions.<\/span><\/p>\n

          New Customers (nh\u00f3m kh\u00e1ch h\u00e0ng m\u1edbi):<\/b>\u00a0\u0110\u00e2y l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 \u0111i\u1ec3m RFM t\u1ed5ng th\u1ec3 cao nh\u01b0ng kh\u00f4ng mua h\u00e0ng th\u01b0\u1eddng xuy\u00ean. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng n\u00e0y b\u1eb1ng c\u00e1ch cung c\u1ea5p h\u1ed7 tr\u1ee3, t\u01b0 v\u1ea5n, cung c\u1ea5p c\u00e1c ch\u00ednh s\u00e1ch sau mua h\u00e0ng v\u00e0 g\u1eedi c\u00e1c \u01b0u \u0111\u00e3i \u0111\u1eb7c bi\u1ec7t \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng s\u1ed1 l\u1ea7n gh\u00e9 th\u0103m c\u1ee7a h\u1ecd.<\/span><\/p>\n

          At Risk Customers (nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 nguy c\u01a1 r\u1eddi b\u1ecf):<\/b> Nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u00e3 mua h\u00e0ng th\u01b0\u1eddng xuy\u00ean v\u00e0 chi ti\u00eau m\u1ed9t s\u1ed1 ti\u1ec1n l\u1edbn nh\u01b0ng kh\u00f4ng mua h\u00e0ng g\u1ea7n \u0111\u00e2y. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y kh\u1ea3 n\u0103ng h\u1ecd r\u1eddi b\u1ecf doanh nghi\u1ec7p c\u1ee7a b\u1ea1n l\u00e0 c\u1ef1c k\u1ef3 cao, c\u00f3 th\u1ec3 do h\u1ecd kh\u00f4ng c\u00f2n nhu c\u1ea7u v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c t\u1ec7 h\u01a1n l\u00e0 h\u1ecd \u0111\u00e3 t\u00ecm ra s\u1ea3n ph\u1ea9m thay th\u1ebf, ho\u1eb7c chuy\u1ec3n sang \u1ee7ng h\u1ed9 \u0111\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n. V\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y, doanh nghi\u1ec7p c\u1ea7n g\u1eedi cho h\u1ecd c\u00e1c chi\u1ebfn d\u1ecbch t\u00e1i k\u00edch ho\u1ea1t c\u00e1 nh\u00e2n h\u00f3a \u0111\u1ec3 t\u00e1i thi\u1ebft l\u1eadp k\u1ebft n\u1ed1i v\u00e0 t\u01b0 v\u1ea5n, ch\u0103m s\u00f3c \u0111\u1ec3 cung c\u1ea5p cho h\u1ecd c\u00e1c s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p \u0111\u1ec3 khuy\u1ebfn kh\u00edch mua h\u00e0ng ti\u1ebfp theo.<\/span><\/p>\n

          Th\u00f4ng qua vi\u1ec7c ph\u00e2n t\u00edch RFM Segmentation, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadp trung x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing c\u00e1 nh\u00e2n h\u00f3a cho t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y gi\u00fap t\u0103ng c\u01b0\u1eddng quan h\u1ec7 kh\u00e1ch h\u00e0ng, t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 tr\u00e1nh \u0111\u00e1nh m\u1ea5t kh\u00e1ch h\u00e0ng quan tr\u1ecdng.<\/span><\/p>\n

          L\u1ee3i \u00edch c\u1ee7a RFM \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p\u00a0<\/b><\/h2>\n

          M\u00f4 h\u00ecnh RFM gi\u00fap doanh nghi\u1ec7p hi\u1ec3u v\u00e0 ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean ba y\u1ebfu t\u1ed1 Recency, Frequency v\u00e0 Monetary. Qua \u0111\u00f3, m\u00f4 h\u00ecnh RFM \u0111em l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p nh\u01b0:\u00a0<\/span><\/p>\n

          T\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 doanh thu:<\/b> M\u1ed9t nghi\u00ean c\u1ee9u c\u1ee7a Harvard Business School cho th\u1ea5y, t\u1eadp trung v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb cao d\u1ef1a tr\u00ean RFM c\u00f3 th\u1ec3 t\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i l\u00ean \u0111\u1ebfn 750% v\u00e0 t\u0103ng doanh thu l\u00ean \u0111\u1ebfn 300%.\u00a0<\/span><\/p>\n

          \"RFM<\/p>\n

          RFM \u0111em \u0111\u1ebfn cho doanh nghi\u1ec7p nhi\u1ec1u c\u01a1 h\u1ed9i v\u00e0 l\u1ee3i \u00edch<\/p>\n<\/div>\n

          T\u1ed1i \u01b0u h\u00f3a chi ph\u00ed ti\u1ebfp th\u1ecb:<\/b> S\u1eed d\u1ee5ng RFM \u0111\u1ec3 ph\u00e2n \u0111o\u1ea1n kh\u00e1ch h\u00e0ng gi\u00fap doanh nghi\u1ec7p t\u1eadp trung ngu\u1ed3n l\u1ef1c v\u00e0 ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb v\u00e0o c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng mang l\u1ea1i hi\u1ec7u qu\u1ea3 cao. Theo m\u1ed9t b\u00e1o c\u00e1o t\u1eeb eConsultancy, vi\u1ec7c \u00e1p d\u1ee5ng RFM Segmentation gi\u00fap gi\u1ea3m 50% chi ph\u00ed ti\u1ebfp th\u1ecb v\u00e0 t\u0103ng 10-15% t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i.\u00a0<\/span><\/p>\n

          T\u0103ng kh\u1ea3 n\u0103ng duy tr\u00ec kh\u00e1ch h\u00e0ng:<\/b> RFM gi\u00fap x\u00e1c \u0111\u1ecbnh nh\u00f3m kh\u00e1ch h\u00e0ng quan tr\u1ecdng nh\u01b0 Champions v\u00e0 Loyalists. M\u1ed9t nghi\u00ean c\u1ee9u t\u1eeb Bain & Company cho th\u1ea5y, vi\u1ec7c t\u0103ng 5% t\u1ef7 l\u1ec7 duy tr\u00ec kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 t\u0103ng 25-95% l\u1ee3i nhu\u1eadn doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n

          N\u00e2ng cao s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u00e0 s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng:<\/b> RFM gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 nhu c\u1ea7u v\u00e0 s\u1edf th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 cung c\u1ea5p s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p.\u00a0<\/span><\/p>\n

          C\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng:<\/b> RFM cho ph\u00e9p doanh nghi\u1ec7p c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 cung c\u1ea5p c\u00e1c \u01b0u \u0111\u00e3i, ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, ho\u1eb7c d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng. Theo Epsilon, 80% kh\u00e1ch h\u00e0ng kh\u1eb3ng \u0111\u1ecbnh r\u1eb1ng h\u1ecd s\u1ebd mua h\u00e0ng t\u1eeb c\u00e1c doanh nghi\u1ec7p cung c\u1ea5p tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a.\u00a0<\/span><\/p>\n

          M\u00f4 h\u00ecnh RFM Segmentation l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd gi\u00fap doanh nghi\u1ec7p ph\u00e2n lo\u1ea1i v\u00e0 qu\u1ea3n l\u00fd kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch th\u00f4ng minh v\u00e0 hi\u1ec7u qu\u1ea3. V\u1edbi RFM Segmentation, doanh nghi\u1ec7p c\u00f3 kh\u1ea3 n\u0103ng t\u1ea1o ra nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u00e1 nh\u00e2n h\u00f3a, t\u0103ng c\u01b0\u1eddng quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng quan tr\u1ecdng v\u00e0 t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn. \u0110\u1ed3ng th\u1eddi, m\u00f4 h\u00ecnh n\u00e0y c\u0169ng gi\u00fap doanh nghi\u1ec7p nh\u1eadn bi\u1ebft v\u00e0 t\u00e1i k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 nguy c\u01a1 m\u1ea5t \u0111i.<\/span><\/p>\n

          Xem th\u00eam:<\/em><\/strong><\/p>\n

          T\u1ea1i sao c\u1ea7n ph\u1ea3i ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng? C\u00f3 bao nhi\u00eau lo\u1ea1i kh\u00e1ch h\u00e0ng?<\/em><\/strong><\/p>\n

          \u00a0<\/strong><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

          M\u00f4 h\u00ecnh RFM Segmentation (Recency, Frequency, Monetary) \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch gi\u00fap doanh nghi\u1ec7p ph\u00e2n lo\u1ea1i v\u00e0 qu\u1ea3n l\u00fd kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3. RFM Segmentation d\u1ef1a tr\u00ean ba y\u1ebfu t\u1ed1 quan tr\u1ecdng trong h\u00e0nh vi mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng: Recency (th\u1eddi gian mua h\u00e0ng g\u1ea7n nh\u1ea5t), Frequency (t\u1ea7n su\u1ea5t mua h\u00e0ng) v\u00e0 Monetary (gi\u00e1 tr\u1ecb ti\u1ec1n m\u1ed7i l\u1ea7n mua h\u00e0ng). B\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch v\u00e0 k\u1ebft h\u1ee3p ba y\u1ebfu t\u1ed1 n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 chia kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m \u0111\u1eb7c tr\u01b0ng, t\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 qu\u1ea3n l\u00fd ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng.<\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[219],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/51656"}],"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=51656"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/51656\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=51656"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=51656"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=51656"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}