{"id":51689,"date":"2023-12-20T01:04:38","date_gmt":"2023-12-19T18:04:38","guid":{"rendered":"https:\/\/masterskills.org\/blog\/thuc-trang-cdp-2023-tong-quan-tinh-hinh-cdp-cac-nam-va-xu-huong-cdp-trong-chuyen-doi-so.html"},"modified":"2023-12-20T01:04:38","modified_gmt":"2023-12-19T18:04:38","slug":"thuc-trang-cdp-2023-tong-quan-tinh-hinh-cdp-cac-nam-va-xu-huong-cdp-trong-chuyen-doi-so","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/thuc-trang-cdp-2023-tong-quan-tinh-hinh-cdp-cac-nam-va-xu-huong-cdp-trong-chuyen-doi-so.html","title":{"rendered":"Th\u1ef1c tr\u1ea1ng CDP . T\u1ed5ng quan t\u00ecnh h\u00ecnh CDP c\u00e1c n\u0103m v\u00e0 xu h\u01b0\u1edbng CDP trong chuy\u1ec3n \u0111\u1ed5i s\u1ed1"},"content":{"rendered":"
\n

S\u1ef1 gia t\u0103ng kh\u00f4ng ng\u1eebng c\u1ee7a kh\u1ed1i l\u01b0\u1ee3ng d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng c\u00f9ng v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed cho th\u1ea5y vi\u1ec7c hi\u1ec3u v\u00e0 t\u1eadn d\u1ee5ng t\u1ed1t th\u00f4ng tin kh\u00e1ch h\u00e0ng l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft \u0111\u1ec3 c\u00e1c doanh nghi\u1ec7p th\u00e0nh c\u00f4ng. CDP (Customer Data Platform \u2013 n\u1ec1n t\u1ea3ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng) \u0111\u00e3 th\u1ef1c s\u1ef1 thay \u0111\u1ed5i c\u00e1ch ch\u00fang ta n\u1eafm b\u1eaft v\u00e0 t\u1eadn d\u1ee5ng th\u00f4ng tin kh\u00e1ch h\u00e0ng. T\u1eeb vi\u1ec7c t\u1ed5 ch\u1ee9c d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng, ph\u00e2n t\u00edch h\u00e0nh vi, n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u1ebfn vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb. V\u1eady th\u00ec th\u1ef1c tr\u1ea1ng hi\u1ec7n nay c\u00e1c doanh nghi\u1ec7p \u0111\u00e3 th\u1ef1c s\u1ef1 \u1ee9ng d\u1ee5ng t\u1ed1t vai tr\u00f2 c\u1ee7a CDP hay ch\u01b0a? C\u00f9ng t\u00ecm hi\u1ec3u v\u1ec1 ch\u1ee7 \u0111\u1ec1 th\u00fa v\u1ecb n\u00e0y nh\u00e9.<\/span><\/p>\n

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M\u1ed8T S\u1ed0 KH\u00c1I NI\u1ec6M\/ THU\u1eacT NG\u1eee<\/b><\/div>\n
CDP<\/strong> (vi\u1ebft t\u1eaft c\u1ee7a Customer Data Platform) l\u00e0 n\u1ec1n t\u1ea3ng c\u00f4ng ngh\u1ec7 d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng. Theo \u0111\u00f3, n\u1ec1n t\u1ea3ng CDP \u0111\u01b0\u1ee3c t\u1ea1o ra nh\u1eb1m m\u1ee5c \u0111\u00edch thu th\u1eadp, t\u1ed5ng h\u1ee3p v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau, \u0111\u1ec3 t\u1ea1o th\u00e0nh m\u1ed9t n\u1ec1n t\u1ea3ng d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng h\u1ee3p nh\u1ea5t, ho\u00e0n ch\u1ec9nh, \u0111\u1ea7y \u0111\u1ee7 v\u00e0 chi ti\u1ebft cho doanh nghi\u1ec7p.<\/div>\n
D\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng<\/strong> (hay\u00a0data kh\u00e1ch h\u00e0ng) l\u00e0 t\u1ed5ng h\u1ee3p c\u00e1c th\u00f4ng tin kh\u00e1ch h\u00e0ng, ho\u1eb7c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ec3 l\u1ea1i trong qu\u00e1 tr\u00ecnh t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p. C\u00e1c th\u00f4ng tin n\u00e0y bao g\u1ed3m t\u00ean, s\u1edf th\u00edch, nhu c\u1ea7u, m\u1ee5c \u0111\u00edch s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5, v\u00e0 c\u1ea3 th\u00f4ng tin li\u00ean l\u1ea1c nh\u01b0 \u0111i\u1ec7n tho\u1ea1i, email hay m\u1ea1ng x\u00e3 h\u1ed9i\u2026<\/div>\n<\/div>\n

T\u1ed5ng quan v\u1ec1 t\u00ecnh h\u00ecnh CDP c\u00e1c n\u0103m\u00a0<\/b><\/h2>\n

Trong th\u1eddi \u0111\u1ea1i 4.0, s\u1ef1 b\u00f9ng n\u1ed5 c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u00e3 khi\u1ebfn cho c\u00e1c k\u00eanh b\u00e1n h\u00e0ng online, n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn h\u01a1n bao gi\u1edd h\u1ebft. C\u00e1c nghi\u00ean c\u1ee9u cho th\u1ea5y l\u01b0\u1ee3ng t\u01b0\u01a1ng t\u00e1c d\u00e0nh cho l\u0129nh v\u1ef1c n\u00e0y t\u0103ng v\u1ecdt t\u1eeb m\u1ee9c 25% c\u00f3 th\u1ec3 l\u00ean \u0111\u1ebfn h\u01a1n 50%, v\u00e0 ph\u01b0\u01a1ng ph\u00e1p l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m tr\u1edf th\u00e0nh \u0111i\u1ec3m then ch\u1ed1t \u0111\u1ed9t ph\u00e1 c\u1ee7a c\u00e1c doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n

\"T\u1ed5ng<\/p>\n

T\u1ed5ng quan t\u00ecnh h\u00ecnh CDP c\u00e1c n\u0103m<\/p>\n<\/div>\n

Theo s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea c\u1ee7a vi\u1ec7n CDP, n\u0103m nay kho\u1ea3ng 34% doanh nghi\u1ec7p B2B \u0111\u00e3 tri\u1ec3n khai k\u1ebf ho\u1ea1ch \u1ee9ng d\u1ee5ng n\u1ec1n t\u1ea3ng CDP. \u0110\u1ebfn n\u1eeda \u0111\u1ea7u , m\u1eb7c d\u00f9 ch\u1ecbu nhi\u1ec1u \u1ea3nh h\u01b0\u1edfng c\u1ee7a \u0111\u1ea1i d\u1ecbch Covid-19 nh\u01b0ng s\u1ee9c t\u0103ng tr\u01b0\u1edfng c\u1ee7a CDP v\u1eabn kh\u00f4ng h\u1ec1 c\u00f3 s\u1ef1 thuy\u00ean gi\u1ea3m. Ngo\u00e0i ra, theo vi\u1ec7n CDP th\u00ec \u01b0\u1edbc t\u00ednh doanh thu c\u1ee7a ng\u00e0nh c\u0169ng t\u0103ng l\u00ean 1,6 t\u1ef7 \u0111\u00f4 la. Trong \u0111\u00f3 bao g\u1ed3m doanh thu c\u00e1c s\u1ea3n ph\u1ea9m CDP, d\u1ecbch v\u1ee5 CDP ti\u1ebfp th\u1ecb, c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed,\u2026<\/span><\/p>\n

Ch\u00ednh v\u00ec th\u1ebf m\u00e0 CDP \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 c\u1ea5p thi\u1ebft \u0111\u1eb7t ra \u0111\u00f3 l\u00e0: l\u00e0m sao \u0111\u1ec3 qu\u1ea3n l\u00fd d\u1eef li\u1ec7u th\u00f4ng tin kh\u00e1ch h\u00e0ng h\u1ec7 th\u1ed1ng ho\u00e1 v\u00e0 hi\u1ec7u qu\u1ea3 nh\u1ea5t. \u0110\u1ed1i v\u1edbi th\u1ecb tr\u01b0\u1eddng CDP qu\u1ed1c t\u1ebf c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn c\u00e1c nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 l\u1edbn nh\u01b0 Salesforce.com, Adobe, Segment.io,\u2026 C\u00f2n v\u1edbi th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam, m\u1ed9t s\u1ed1 doanh nghi\u1ec7p CDP \u0111i \u0111\u1ea7u trong l\u0129nh v\u1ef1c c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn l\u00e0: Masterskills, SAP, MISA, Bizfly,\u2026<\/span><\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 kh\u1ea3o s\u00e1t \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng v\u00e0 ph\u00e2n t\u00edch m\u1ee9c t\u0103ng tr\u01b0\u1edfng gi\u1eefa doanh nghi\u1ec7p c\u00f3 s\u1eed d\u1ee5ng CDP v\u00e0 doanh nghi\u1ec7p kh\u00f4ng s\u1eed d\u1ee5ng CDP:\u00a0<\/span><\/p>\n

*\u0110\u1ed1i v\u1edbi l\u01b0\u1ee3ng d\u1eef li\u1ec7u nh\u1eadn d\u1ea1ng<\/b><\/h3>\n

L\u01b0\u1ee3ng d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c nh\u1eadn d\u1ea1ng khi s\u1eed d\u1ee5ng CDP \u0111\u00e3 t\u0103ng \u0111\u00e1ng k\u1ec3 theo kho\u1ea3ng th\u1eddi gian m\u00e0 doanh nghi\u1ec7p s\u1eed d\u1ee5ng n\u1ec1n t\u1ea3ng CDP:<\/span><\/p>\n

    \n
  • V\u1edbi doanh nghi\u1ec7p kh\u00f4ng s\u1eed d\u1ee5ng CDP th\u00ec t\u1ef7 l\u1ec7 nh\u1eadn d\u1ea1ng c\u1ee7a d\u1eef li\u1ec7u l\u00e0 19%;<\/span><\/li>\n
  • Doanh nghi\u1ec7p s\u1eed d\u1ee5ng CDP <1 n\u0103m th\u00ec t\u1ef7 l\u1ec7 nh\u1eadn d\u1ea1ng c\u1ee7a d\u1eef li\u1ec7u l\u00e0 31%<\/span><\/li>\n
  • Doanh nghi\u1ec7p s\u1eed d\u1ee5ng CDP trong kho\u1ea3ng t\u1eeb 1-3 n\u0103m th\u00ec t\u1ef7 l\u1ec7 nh\u1eadn d\u1ea1ng c\u1ee7a d\u1eef li\u1ec7u l\u00e0 41%;<\/span><\/li>\n
  • V\u00e0 cu\u1ed1i c\u00f9ng, doanh nghi\u1ec7p s\u1eed d\u1ee5ng CDP >4 n\u0103m th\u00ec t\u1ef7 l\u1ec7 nh\u1eadn d\u1ea1ng c\u1ee7a d\u1eef li\u1ec7u l\u00e0 47%.<\/span><\/li>\n<\/ul>\n

    Nh\u01b0 v\u1eady, khi l\u01b0u tr\u1eef th\u00f4ng tin kh\u00e1ch h\u00e0ng, t\u1ef7 l\u1ec7 nh\u1eadn d\u1ea1ng c\u00e0ng cao th\u00ec kh\u1ea3 n\u0103ng t\u00ecm ki\u1ebfm c\u0169ng nh\u01b0 ki\u1ec3m so\u00e1t l\u01b0\u1ee3ng d\u1eef li\u1ec7u s\u1ebd c\u00e0ng hi\u1ec7u qu\u1ea3.<\/p>\n

    \"Bi\u1ec3u<\/p>\n

    T\u1ef7 l\u1ec7 nh\u1eadn d\u1ea1ng c\u1ee7a d\u1eef li\u1ec7u theo th\u1eddi gian m\u00e0 doanh nghi\u1ec7p s\u1eed d\u1ee5ng CDP (Ngu\u1ed3n: tealium.com)<\/p>\n<\/div>\n

    *\u0110\u1ed1i v\u1edbi vi\u1ec7c qu\u1ea3n l\u00fd l\u01b0\u1ee3ng d\u1eef li\u1ec7u l\u1edbn<\/b><\/h3>\n

    H\u1ea7u h\u1ebft c\u00e1c doanh nghi\u1ec7p \u0111ang s\u1eed d\u1ee5ng ho\u1eb7c kh\u00f4ng s\u1eed d\u1ee5ng CDP \u0111\u1ec1u c\u00f3 l\u01b0\u1ee3ng d\u1eef li\u1ec7u \u0111a d\u1ea1ng. Tuy nhi\u00ean, v\u1edbi kh\u1ea3o s\u00e1t cho th\u1ea5y, doanh nghi\u1ec7p s\u1eed d\u1ee5ng CDP l\u00e2u nh\u1ea5t s\u1ebd c\u00f3 ngu\u1ed3n d\u1eef li\u1ec7u \u0111a d\u1ea1ng nh\u1ea5t, 42% c\u00e1c doanh nghi\u1ec7p l\u1edbn s\u1edf h\u1eefu h\u01a1n 10 ngu\u1ed3n d\u1eef li\u1ec7u v\u00e0 ch\u1ec9 15% c\u00e1c doanh nghi\u1ec7p nh\u1ecf m\u1edbi s\u1edf h\u1eefu h\u01a1n 10 ngu\u1ed3n d\u1eef li\u1ec7u.<\/span><\/p>\n

    \"Bi\u1ec3u<\/p>\n

    Bi\u1ec3u \u0111\u1ed3 th\u1ec3 hi\u1ec7n t\u00ecnh tr\u1ea1ng d\u1eef li\u1ec7u khi c\u00f3 CDP (Ngu\u1ed3n: tealium.com)<\/p>\n<\/div>\n

    *\u0110\u1ed1i v\u1edbi m\u1ee9c \u0111\u1ed9 b\u1ea3o m\u1eadt quy\u1ec1n ri\u00eang t\u01b0<\/b><\/h3>\n

    H\u1ea7u h\u1ebft 93% c\u00e1c doanh nghi\u1ec7p c\u00f3 kinh nghi\u1ec7m s\u1eed d\u1ee5ng CDP >4 n\u0103m s\u1eb5n s\u00e0ng c\u1ea3m th\u1ea5y h\u1ecd c\u00f3 th\u1ec3 tu\u00e2n th\u1ee7 c\u00e1c ch\u00ednh s\u00e1ch v\u1ec1 quy\u1ec1n ri\u00eang t\u01b0, t\u01b0\u01a1ng t\u1ef1 l\u00e0 90% v\u1edbi doanh nghi\u1ec7p t\u1eeb 1-3 n\u0103m kinh nghi\u1ec7m, 83% v\u1edbi doanh nghi\u1ec7p c\u00f3 <1 n\u0103m kinh nghi\u1ec7m v\u00e0 cu\u1ed1i c\u00f9ng l\u00e0 67% doanh nghi\u1ec7p kh\u00f4ng s\u1eed d\u1ee5ng CDP. V\u1edbi c\u00e1c s\u1ed1 li\u1ec7u nh\u01b0 tr\u00ean, b\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c \u1ee9ng d\u1ee5ng CDP v\u00e0o doanh nghi\u1ec7p, b\u1edfi n\u1ebfu b\u1ea1n vi ph\u1ea1m c\u00e1c ti\u00eau chu\u1ea9n v\u1ec1 quy \u0111\u1ecbnh b\u1ea3o m\u1eadt d\u1eef li\u1ec7u c\u00e1 nh\u00e2n, b\u1ea1n c\u00f3 th\u1ec3 s\u1ebd b\u1ecb ph\u1ea1t v\u1edbi chi ph\u00ed r\u1ea5t cao.\u00a0<\/span><\/p>\n

    V\u00ed d\u1ee5: <\/span>T\u1ea1i Hoa K\u1ef3, c\u00e1c doanh nghi\u1ec7p s\u1ebd ch\u1ecbu m\u1ed9t kho\u1ea3n ph\u00ed l\u00e0 7.910.000 \u0111\u00f4 la n\u1ebfu vi ph\u1ea1m c\u00e1c ti\u00eau chu\u1ea9n v\u1ec1 quy \u0111\u1ecbnh b\u1ea3o m\u1eadt d\u1eef li\u1ec7u.\u00a0\u00a0<\/span><\/p>\n

    \"Bi\u1ec3u<\/p>\n

    Bi\u1ec3u \u0111\u1ed3 th\u1ec3 hi\u1ec7n t\u1ef7 l\u1ec7 doanh nghi\u1ec7p \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c ti\u00eau chu\u1ea9n v\u1ec1 b\u1ea3o m\u1eadt d\u1eef li\u1ec7u (Ngu\u1ed3n: tealium.com)<\/p>\n<\/div>\n

    *\u0110\u1ed1i v\u1edbi m\u1ee9c \u0111\u1ed9 \u0111\u00e1p \u1ee9ng m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb\u00a0<\/b><\/h3>\n

    Theo b\u00e1o c\u00e1o State of CDP cho th\u1ea5y, CDP \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 \u0111\u1eafc l\u1ef1c cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb c\u1ee7a doanh nghi\u1ec7p, c\u1ee5 th\u1ec3 nh\u01b0 vi\u1ec7c thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch h\u00e0nh vi mua h\u00e0ng, xu h\u01b0\u1edbng ti\u00eau d\u00f9ng v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng,\u2026 C\u00e1c doanh nghi\u1ec7p s\u1eed d\u1ee5ng CDP s\u1ebd c\u00f3 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng v\u1edbi m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb la 90% g\u1ea5p \u0111\u00f4i so v\u1edbi c\u00e1c doanh nghi\u1ec7p kh\u00f4ng s\u1eed d\u1ee5ng CDP l\u00e0 44%.<\/span><\/p>\n

    \"Bi\u1ec3u<\/p>\n

    Bi\u1ec3u \u0111\u1ed3 th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a doanh nghi\u1ec7p v\u1edbi c\u00e1c m\u1ee5c ti\u00eau ti\u1ebfp th\u1ecb (Ngu\u1ed3n: tealium.com)<\/p>\n<\/div>\n

    *\u0110\u1ed1i v\u1edbi kh\u1ea3 n\u0103ng t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng\u00a0<\/b><\/h3>\n

    Theo b\u00e1o c\u00e1o c\u1ee7a tealium.com, kho\u1ea3ng 93% doanh nghi\u1ec7p s\u1eed d\u1ee5ng CDP c\u00f3 th\u1ec3 t\u1ef1 tin truy c\u1eadp d\u1eef li\u1ec7u n\u00e0y \u0111\u1ec3 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t v\u00e0 ch\u1ec9 49% doanh nghi\u1ec7p kh\u00f4ng s\u1eed d\u1ee5ng CDP c\u00f3 th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c.\u00a0\u00a0<\/span><\/p>\n

    Do v\u1eady, t\u1eeb nh\u1eefng s\u1ed1 li\u1ec7u tr\u00ean c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng CDP \u0111ang mang l\u1ea1i nh\u1eefng t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c r\u1ea5t l\u1edbn \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p. Bi\u1ec3u \u0111\u1ed3 sau \u0111\u00e2y c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n n\u1eafm b\u1eaft l\u1ea1i t\u1ed5ng quan t\u1ef7 l\u1ec7 \u1ee9ng d\u1ee5ng CDP th\u00e0nh c\u00f4ng \u1edf m\u1ed7i giai \u0111o\u1ea1n v\u1edbi 11 m\u1ee5c ti\u00eau th\u00f4ng th\u01b0\u1eddng m\u00e0 doanh nghi\u1ec7p s\u1ebd h\u01b0\u1edbng t\u1edbi:<\/span><\/p>\n

    \"K\u1ebft<\/p>\n

    K\u1ebft qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u01b0\u1ee3c khi s\u1eed d\u1ee5ng CDP (Ngu\u1ed3n: tealium.com)\u00a0<\/span><\/i><\/p>\n<\/div>\n

    Xu h\u01b0\u1edbng CDP \u2013 \u0111\u1ed9ng l\u1ef1c CX (Customer Experience \u2013 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng) chuy\u1ec3n \u0111\u1ed5i s\u1ed1<\/b><\/h2>\n

    Theo nghi\u00ean c\u1ee7a Deloitte v\u00e0 PwC, kho\u1ea3ng 43% ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ea3n s\u00e0ng chi tr\u1ea3 nhi\u1ec1u h\u01a1n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t. B\u00ean c\u1ea1nh \u0111\u00f3, kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng chi ti\u00eau ti\u1ebfp theo nhi\u1ec1u h\u01a1n 140% sau khi h\u1ecd c\u00f3 \u0111\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c tr\u01b0\u1edbc \u0111\u00f3. Nh\u01b0 v\u1eady, c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng y\u1ebfu t\u1ed1 gi\u00e1 c\u1ea3 gi\u1edd \u0111\u00e2y \u0111\u00e3 kh\u00f4ng c\u00f2n l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t n\u1eefa m\u00e0 thay v\u00e0o \u0111\u00f3 h\u1ecd s\u1ebd c\u00e2n nh\u1eafc c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nh\u01b0 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n

    Do \u0111\u00f3, vi\u1ec7c \u0111\u1ea7u t\u01b0 CX trong chuy\u1ec3n \u0111\u1ed5i s\u1ed1 \u0111ang \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng g\u1eafn li\u1ec1n v\u1edbi m\u1ee9c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng doanh thu c\u1ee7a doanh nghi\u1ec7p. Theo gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh AKA Digital cho bi\u1ebft, tr\u01b0\u1edbc khi mu\u1ed1n s\u1ed1 h\u00f3a \u0111\u01b0\u1ee3c quy tr\u00ecnh \u0111\u1ec3 ph\u00e2n t\u00edch ho\u1ea1t \u0111\u1ed9ng kinh doanh ph\u1ea3i th\u00ec c\u00f3 \u0111\u01b0\u1ee3c h\u1ec7 th\u1ed1ng d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng. Nh\u01b0ng c\u00e1ch l\u00e0m n\u00e0y s\u1ebd c\u1ea7n ngu\u1ed3n v\u1ed1n d\u00e0i h\u1ea1n v\u00ec l\u01b0\u1ee3ng d\u1eef li\u1ec7u m\u00e0 doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i thu th\u1eadp l\u00e0 r\u1ea5t l\u1edbn \u0111\u1ec3 t\u1eeb \u0111\u00f3 h\u1ec7 th\u1ed1ng m\u1edbi c\u00f3 th\u1ec3 ph\u00e2n t\u00edch v\u00e0 \u0111\u01b0a ra c\u00e1c k\u1ebft qu\u1ea3 ph\u00f9 h\u1ee3p v\u00e0 ch\u00ednh x\u00e1c nh\u1ea5t v\u1edbi doanh nghi\u1ec7p.\u00a0\u00a0<\/span><\/p>\n

    Tuy nhi\u00ean, h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng \u0111ang d\u1ea7n thay \u0111\u1ed5i k\u1ec3 t\u1eeb \u0111\u1ea1i d\u1ecbch Covid-19, h\u1ecd c\u00f3 xu h\u01b0\u1edbng t\u01b0\u01a1ng t\u00e1c v\u1edbi website, m\u1ea1ng x\u00e3 h\u1ed9i ho\u1eb7c c\u00e1c s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. T\u00ednh \u0111\u1ebfn nay, ng\u01b0\u1eddi ti\u00eau d\u00f9ng mua s\u1eafm tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng s\u1ed1 trung b\u00ecnh l\u00e0 7,9 (t\u1ee9c t\u0103ng 52% so v\u1edbi n\u0103m ). Theo m\u1ed9t th\u1ed1ng k\u00ea kh\u00e1c t\u1eeb PwC, s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng mua s\u1eafm tr\u1ef1c tuy\u1ebfn l\u00ean \u0111\u1ebfn h\u01a1n 51 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng, \u0111\u1ea1t 12,42 t\u1ef7 \u0111\u00f4 la cho vi\u1ec7c mua s\u1eafm tr\u1ef1c tuy\u1ebfn. Trong \u0111\u00f3 c\u00f3 73% ng\u01b0\u1eddi d\u00f9ng mua h\u00e0ng tr\u00ean c\u00e1c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 59% ng\u01b0\u1eddi d\u00f9ng mua s\u1eafm tr\u00ean website. Ch\u00ednh v\u00ec th\u1ebf m\u00e0 xu h\u01b0\u1edbng \u0111\u1ea7u t\u01b0 v\u00e0o CX \u0111ang t\u0103ng tr\u01b0\u1edfng nhanh ch\u00f3ng.\u00a0<\/span><\/p>\n

    Ngo\u00e0i ra, theo m\u1ed9t b\u00e1o c\u00e1o c\u1ee7a IDC, \u0111\u1ebfn n\u0103m 2024, kho\u1ea3ng 500 doanh nghi\u1ec7p \u1edf Ch\u00e2u \u00c1 s\u1ebd s\u1eed d\u1ee5ng n\u1ec1n t\u1ea3ng CDP \u0111\u1ec3 tri\u1ec3n khai CX nh\u1eb1m gi\u00fap t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng theo th\u1eddi gian th\u1ef1c, nghi\u00ean c\u1ee9u insight kh\u00e1ch h\u00e0ng, c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m,\u2026 D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 k\u1ebft qu\u1ea3 v\u1ec1 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a doanh nghi\u1ec7p khi \u0111\u1ea7u t\u1eeb v\u00e0o CDP:<\/span><\/p>\n

    \"M\u1ee9c<\/p>\n

    M\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a doanh nghi\u1ec7p khi \u0111\u1ea7u t\u01b0 v\u00e0o CDP (Ngu\u1ed3n: tealium.com)<\/p>\n<\/div>\n

    Nh\u01b0 v\u1eady, v\u1edbi vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o CDP, doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00f3 c\u00e1i nh\u00ecn t\u1ed5ng quan v\u00e0 s\u00e2u s\u1eafc h\u01a1n v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng. Xu h\u01b0\u1edbng mua h\u00e0ng \u0111ang d\u1ea7n thay \u0111\u1ed5i ho\u1eb7c nh\u1eefng y\u1ebfu t\u1ed1 g\u00f3p ph\u1ea7n v\u00e0o qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i c\u1ee7a h\u1ecd.<\/span><\/p>\n

    Nh\u01b0 v\u1eady, CDP \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 kh\u00f4ng th\u1ec3 thi\u1ebfu trong c\u00e1c l\u0129nh v\u1ef1c ho\u1ea1t \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p, \u0111\u1eb7c bi\u1ec7t \u0111\u00e2y s\u1ebd l\u00e0 m\u1ed9t n\u1ec1n t\u1ea3ng c\u00f3 nhi\u1ec1u ti\u1ec1m n\u0103ng ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd h\u01a1n n\u1eefa trong t\u01b0\u01a1ng lai. Vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o CDP kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p \u0111\u1ea3m b\u1ea3o m\u1ed9t c\u01a1 s\u1edf d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng m\u1ea1nh m\u1ebd m\u00e0 c\u00f2n gi\u00fap doanh nghi\u1ec7p n\u00e2ng cao hi\u1ec7u qu\u1ea3 ti\u1ebfp th\u1ecb, t\u0103ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 b\u00f9ng n\u1ed5 doanh thu.<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    S\u1ef1 gia t\u0103ng kh\u00f4ng ng\u1eebng c\u1ee7a kh\u1ed1i l\u01b0\u1ee3ng d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng c\u00f9ng v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed cho th\u1ea5y vi\u1ec7c hi\u1ec3u v\u00e0 t\u1eadn d\u1ee5ng t\u1ed1t th\u00f4ng tin kh\u00e1ch h\u00e0ng l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft \u0111\u1ec3 c\u00e1c doanh nghi\u1ec7p th\u00e0nh c\u00f4ng. CDP (Customer Data Platform \u2013 n\u1ec1n t\u1ea3ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng) \u0111\u00e3 th\u1ef1c s\u1ef1 thay \u0111\u1ed5i c\u00e1ch ch\u00fang ta n\u1eafm b\u1eaft v\u00e0 t\u1eadn d\u1ee5ng th\u00f4ng tin kh\u00e1ch h\u00e0ng. T\u1eeb vi\u1ec7c t\u1ed5 ch\u1ee9c d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng, ph\u00e2n t\u00edch h\u00e0nh vi, n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u1ebfn vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb. V\u1eady th\u00ec th\u1ef1c tr\u1ea1ng hi\u1ec7n nay c\u00e1c doanh nghi\u1ec7p \u0111\u00e3 th\u1ef1c s\u1ef1 \u1ee9ng d\u1ee5ng t\u1ed1t vai tr\u00f2 c\u1ee7a CDP hay ch\u01b0a? C\u00f9ng t\u00ecm hi\u1ec3u v\u1ec1 ch\u1ee7 \u0111\u1ec1 th\u00fa v\u1ecb n\u00e0y nh\u00e9.<\/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\/51689"}],"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=51689"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/51689\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=51689"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=51689"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=51689"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}