{"id":51836,"date":"2023-12-20T01:34:22","date_gmt":"2023-12-19T18:34:22","guid":{"rendered":"https:\/\/masterskills.org\/blog\/lap-ho-so-khach-hang-va-phan-khuc-khach-hang-trong-kinh-doanh-va-marketing.html"},"modified":"2023-12-20T01:34:22","modified_gmt":"2023-12-19T18:34:22","slug":"lap-ho-so-khach-hang-va-phan-khuc-khach-hang-trong-kinh-doanh-va-marketing","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/lap-ho-so-khach-hang-va-phan-khuc-khach-hang-trong-kinh-doanh-va-marketing.html","title":{"rendered":"\ufeffL\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng trong kinh doanh v\u00e0 marketing"},"content":{"rendered":"
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John Wanamaker t\u1eebng n\u00f3i: \u201cM\u1ed9t n\u1eeda s\u1ed1 ti\u1ec1n t\u00f4i chi cho qu\u1ea3ng c\u00e1o l\u00e0 l\u00e3ng ph\u00ed; r\u1eafc r\u1ed1i l\u00e0 t\u00f4i kh\u00f4ng bi\u1ebft \u0111\u00f3 l\u00e0 n\u1eeda n\u00e0o\u201d. Ch\u1eafc ch\u1eafn, \u0111\u00e2y l\u00e0 t\u00ecnh th\u1ebf ti\u1ebfn tho\u00e1i l\u01b0\u1ee1ng nan m\u00e0 t\u1ea5t c\u1ea3 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb \u0111\u1ec1u ph\u1ea3i \u0111\u1ed1i m\u1eb7t. Trong t\u00ecnh hu\u1ed1ng n\u00e0y, l\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng l\u00e0 gi\u1ea3i ph\u00e1p h\u1ea1n ch\u1ebf l\u00e3ng ph\u00ed hi\u1ec7u qu\u1ea3 nh\u1ea5t. V\u00ec ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng gi\u00fap x\u00e1c \u0111\u1ecbnh \u0111\u00fang t\u1ec7p kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, \u0111\u1ec3 ch\u1ea1y chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o \u0111\u00fang s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5, \u0111\u00fang k\u00eanh v\u00e0 \u0111\u00fang th\u1eddi \u0111i\u1ec3m.<\/span><\/p>\n

B\u00e0i vi\u1ebft n\u00e0y s\u1ebd tr\u00ecnh b\u00e0y c\u00e1i nh\u00ecn t\u1ed5ng quan v\u1ec1 h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, vai tr\u00f2 c\u1ee7a n\u00f3 trong kinh doanh v\u00e0 marketing, c\u00e1ch ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng v\u00e0 \u1ee9ng d\u1ee5ng c\u1ee7a n\u00f3.<\/span><\/p>\n

\"L\u1eadp<\/p>\n

L\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng trong kinh doanh v\u00e0 marketing<\/p>\n<\/div>\n

D\u1eef li\u1ec7u c\u1ea7n thi\u1ebft \u0111\u1ec3 l\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/b><\/h2>\n

T\u00f9y v\u00e0o l\u0129nh v\u1ef1c kinh doanh, m\u1ee5c ti\u00eau marketing\u2026 c\u00e1c doanh nghi\u1ec7p kh\u00e1c nhau c\u1ea7n c\u00e1c lo\u1ea1i d\u1eef li\u1ec7u kh\u00e1c nhau \u0111\u1ec3 l\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng. Trong \u0111\u00f3, d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng th\u01b0\u1eddng bao g\u1ed3m c\u00e1c th\u00f4ng tin sau:<\/span><\/p>\n

    \n
  • D\u1eef li\u1ec7u nh\u00e2n kh\u1ea9u h\u1ecdc: t\u00ean, tu\u1ed5i, d\u00e2n t\u1ed9c, t\u00f4n gi\u00e1o, gi\u1edbi t\u00ednh, t\u00ecnh tr\u1ea1ng h\u00f4n nh\u00e2n, ngh\u1ec1 nghi\u1ec7p, thu nh\u1eadp\u2026<\/span><\/li>\n
  • D\u1eef li\u1ec7u \u0111\u1ecba l\u00fd: n\u01a1i \u1edf, n\u01a1i l\u00e0m vi\u1ec7c, n\u01a1i h\u1ecdc t\u1eadp\u2026<\/span><\/li>\n
  • D\u1eef li\u1ec7u h\u00e0nh vi: th\u00f3i quen mua h\u00e0ng, s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 th\u01b0\u1eddng xuy\u00ean quan t\u00e2m, th\u1eddi gian mua h\u00e0ng, c\u00e1ch th\u1ee9c thanh to\u00e1n\u2026<\/span><\/li>\n
  • L\u1ecbch s\u1eed mua h\u00e0ng<\/span><\/li>\n
  • C\u00e1c ph\u1ea3n h\u1ed3i v\u00e0 \u0111\u00e1nh gi\u00e1<\/span><\/li>\n<\/ul>\n

    T\u1ed5ng h\u1ee3p <\/span>d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng<\/span>, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng. Sau \u0111\u00f3 thi\u1ebft l\u1eadp c\u00e1c \u0111i\u1ec1u ki\u1ec7n \u0111\u1ec3 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng th\u00e0nh c\u00e1c nh\u00f3m kh\u00e1c nhau.<\/span><\/p>\n

    Vai tr\u00f2 c\u1ee7a l\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/b><\/h2>\n

    C\u00e2u h\u1ecfi \u0111\u1eb7t ra l\u00e0: T\u1ea1i sao doanh nghi\u1ec7p c\u1ea7n l\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng?<\/span><\/p>\n

    Vai tr\u00f2 quan tr\u1ecdng nh\u1ea5t c\u1ee7a h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng l\u00e0 gi\u00fap doanh nghi\u1ec7p hi\u1ec3u kh\u00e1ch h\u00e0ng. \u0110\u00e2y l\u00e0 \u0111i\u1ec3m then ch\u1ed1t gi\u00fap doanh nghi\u1ec7p c\u00f3 th\u1ec3:<\/span><\/p>\n

      \n
    • Cung c\u1ea5p, hay c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 theo mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng<\/span><\/li>\n
    • Gia t\u0103ng m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng<\/span><\/li>\n
    • T\u0103ng t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng<\/span><\/li>\n
    • T\u0103ng t\u1ef7 l\u1ec7 kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/span><\/li>\n<\/ul>\n

      \u1ea2nh h\u01b0\u1edfng gi\u00e1n ti\u1ebfp c\u1ee7a nh\u1eefng vai tr\u00f2 n\u00e0y c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0: gia t\u0103ng l\u1ee3i nhu\u1eadn, th\u00fac \u0111\u1ea9y marketing truy\u1ec1n mi\u1ec7ng, n\u00e2ng cao uy t\u00edn, v\u1ecb th\u1ebf v\u00e0 th\u1ecb ph\u1ea7n c\u1ee7a doanh nghi\u1ec7p\u2026<\/span><\/p>\n

      \"L\u00fd<\/p>\n

      L\u00fd do c\u1ea7n l\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/p>\n<\/div>\n

      Ti\u1ebfp \u0111\u00f3, vi\u1ec7c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng gi\u00fap doanh nghi\u1ec7p c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn t\u1eebng nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng v\u1edbi th\u00f4ng \u0111i\u1ec7p truy\u1ec1n t\u1ea3i, s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5, v\u00e0 chi\u1ebfn l\u01b0\u1ee3c marketing ri\u00eang. Hay n\u00f3i c\u00e1ch kh\u00e1c l\u00e0 c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u2013 \u0111i\u1ec1u m\u00e0 73% ng\u01b0\u1eddi mua s\u1eafm hi\u1ec7n nay mong \u0111\u1ee3i t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u: g\u1eedi \u0111\u00fang th\u00f4ng \u0111i\u1ec7p, qua \u0111\u00fang k\u00eanh, v\u00e0o \u0111\u00fang th\u1eddi \u0111i\u1ec3m. Vi\u1ec7c ti\u1ebfp c\u1eadn \u0111\u00fang m\u1ee5c ti\u00eau gi\u00fap doanh nghi\u1ec7p gia t\u0103ng l\u1ee3i nhu\u1eadn, trong khi chi ph\u00ed marketing \u0111\u01b0\u1ee3c ti\u1ebft ki\u1ec7m \u0111\u00e1ng k\u1ec3.<\/span><\/p>\n

      Theo Bain and Company, c\u00e1c doanh nghi\u1ec7p \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c cho ph\u00f9 h\u1ee3p v\u1edbi ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng s\u1ebd t\u1ea1o ra m\u1ee9c t\u0103ng tr\u01b0\u1edfng l\u1ee3i nhu\u1eadn h\u00e0ng n\u0103m cao h\u01a1n 15% so v\u1edbi 5% \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p kh\u00f4ng l\u00e0m nh\u01b0 v\u1eady.\u00a0<\/span><\/p>\n

      L\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 danh m\u1ee5c \u0111\u1ec3 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/b><\/h2>\n

      T\u00f9y v\u00e0o nhu c\u1ea7u, m\u1ee5c ti\u00eau, l\u0129nh v\u1ef1c kinh doanh, c\u1ea5u tr\u00fac h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1ch ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng s\u1ebd kh\u00e1c nhau. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 danh m\u1ee5c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ph\u1ed5 bi\u1ebfn:<\/span><\/p>\n

      Ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc<\/b><\/h3>\n

      C\u00e1c y\u1ebfu t\u1ed1 nh\u00e2n kh\u1ea9u h\u1ecdc bao g\u1ed3m: t\u00ean, tu\u1ed5i, gi\u1edbi t\u00ednh, d\u00e2n t\u1ed9c, t\u00f4n gi\u00e1o, c\u00f4ng vi\u1ec7c, thu nh\u1eadp\u2026<\/span><\/p>\n

      \"Ph\u00e2n<\/p>\n

      Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng theo nh\u00e2n kh\u1ea9u h\u1ecdc<\/p>\n<\/div>\n

      V\u00ed d\u1ee5 v\u1ec1 \u1ee9ng d\u1ee5ng ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc trong marketing:<\/i><\/b><\/p>\n

      Gi\u1ea3 s\u1eed b\u1ea1n \u0111ang b\u00e1n m\u1ed9t set \u0111\u1ed3 c\u00f4ng s\u1edf cho n\u1eef gi\u00e1 600.000, thu\u1ed9c ph\u00e2n kh\u00fac t\u1ea7m trung, ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng ng\u01b0\u1eddi c\u00f3 thu nh\u1eadp kh\u00e1 tr\u1edf l\u00ean. Nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0y kh\u1ea3 n\u0103ng cao s\u1ebd t\u1eadp trung \u1edf c\u00e1c th\u00e0nh ph\u1ed1 l\u1edbn \u2013 n\u01a1i \u0111\u00e3 ph\u00e1t tri\u1ec3n nhi\u1ec1u c\u00f4ng ty v\u00e0 khu c\u00f4ng nghi\u1ec7p nh\u01b0 H\u00e0 N\u1ed9i, H\u1ed3 Ch\u00ed Minh, \u0110\u00e0 N\u1eb5ng, \u0110\u00e0 L\u1ea1t, B\u1eafc Ninh, H\u1ea3i Ph\u00f2ng\u2026.<\/span><\/p>\n

      Nh\u01b0 v\u1eady, t\u1ec7p kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n l\u00e0 d\u00e2n v\u0103n ph\u00f2ng t\u1ea1i c\u00e1c th\u00e0nh ph\u1ed1 l\u1edbn, gi\u1edbi t\u00ednh n\u1eef, \u0111\u1ed9 tu\u1ed5i t\u1eeb 23-35. Sau \u0111\u00f3, b\u1ea1n nghi\u00ean c\u1ee9u gi\u1edd s\u1eed d\u1ee5ng m\u1ea1ng x\u00e3 h\u1ed9i c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0y, cao \u0111i\u1ec3m th\u01b0\u1eddng v\u00e0o c\u00e1c khung gi\u1edd 11h-13h, sau 19h00 t\u1ed1i. \u0110\u00e2y kh\u00f4ng ph\u1ea3i khung gi\u1edd l\u00e0m vi\u1ec7c c\u1ee7a d\u00e2n v\u0103n ph\u00f2ng, n\u00ean h\u1ecd s\u1ebd d\u00e0nh nhi\u1ec1u th\u1eddi gian l\u01b0\u1edbt m\u1ea1ng x\u00e3 h\u1ed9i.<\/span><\/p>\n

      Khi ch\u1ea1y qu\u1ea3ng c\u00e1o tr\u00ean c\u00e1c trang m\u1ea1ng x\u00e3 h\u1ed9i, b\u1ea1n c\u0169ng c\u00e0i \u0111\u1eb7t nh\u1eefng \u0111i\u1ec1u ki\u1ec7n c\u1ee5 th\u1ec3 nh\u01b0 v\u1eady, thay v\u00ec ch\u1ec9 x\u00e1c \u0111\u1ecbnh chung chung l\u00e0 gi\u1edbi t\u00ednh n\u1eef.\u00a0<\/span><\/p>\n

      Nh\u1edd \u0111\u00f3, vi\u1ec7c nghi\u00ean c\u1ee9u h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 v\u1ec1 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau, thu h\u1eb9p ph\u1ea1m vi ch\u1ea1y qu\u1ea3ng c\u00e1o m\u00e0 v\u1eabn ti\u1ebfp c\u1eadn \u0111\u00fang m\u1ee5c ti\u00eau, trong khi ti\u1ebft ki\u1ec7m nhi\u1ec1u chi ph\u00ed.<\/span><\/p>\n

      Ph\u00e2n kh\u00fac \u0111\u1ecba l\u00fd<\/b><\/h3>\n

      B\u1ea1n c\u1ea7n x\u00e1c \u0111\u1ecbnh \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau theo ph\u1ea1m vi \u0111\u1ecba l\u00fd \u0111\u1ec3 c\u00f3 nh\u1eefng ch\u00ednh s\u00e1ch ph\u00f9 h\u1ee3p. Vi\u1ec7c chia nh\u1ecf \u0111\u1ecba l\u00fd theo c\u1ea5p \u0111\u1ed9 n\u00e0o (qu\u1ed1c gia, t\u1ec9nh th\u00e0nh, khu v\u1ef1c\u2026) t\u00f9y thu\u1ed9c v\u00e0o s\u1ea3n ph\u1ea9m, quy m\u00f4\u2026 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n. Sau \u0111\u00f3, tuy v\u00e0o s\u1ea3n ph\u1ea9m, b\u1ea1n c\u1ea7n nghi\u00ean c\u1ee9u c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m theo ph\u00e2n kh\u00fac \u0111\u1ecba l\u00fd b\u1ea1n \u0111\u00e3 chia. V\u00ed d\u1ee5, b\u1ea1n b\u00e1n \u0111\u1ed3 \u0103n th\u00ec c\u1ea7n nghi\u00ean c\u1ee9u v\u0103n h\u00f3a \u1ea9m th\u1ef1c c\u1ee7a khu v\u1ef1c \u0111\u00f3.<\/span><\/p>\n

      V\u00ed d\u1ee5: b\u1ea1n \u1edf H\u00e0 N\u1ed9i v\u00e0 b\u00e1n m\u1ed9t lo\u1ea1i b\u00e1nh ng\u1ecdt ch\u1ec9 s\u1eed d\u1ee5ng trong ng\u00e0y, h\u00ecnh th\u1ee9c ship ch\u00ednh l\u00e0 xe \u00f4m c\u00f4ng ngh\u1ec7. Do \u0111\u00f3, khi c\u00e0i \u0111\u1eb7t qu\u1ea3ng c\u00e1o, b\u1ea1n n\u00ean c\u00e0i \u0111\u1eb7t ph\u1ea1m vi kho\u1ea3ng 10km quanh v\u1ecb tr\u00ed qu\u00e1n b\u1ea1n, \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi c\u00e1ch th\u1ee9c v\u1eadn chuy\u1ec3n v\u00e0 \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng b\u00e1nh khi \u0111\u1ebfn tay kh\u00e1ch h\u00e0ng. N\u1ebfu c\u00e0i \u0111\u1eb7t H\u00e0 N\u1ed9i, c\u00f3 th\u1ec3 c\u00f3 nh\u1eefng \u0111\u1ecba \u0111i\u1ec3m qu\u00e1 xa, b\u1ea1n kh\u00f4ng th\u1ec3 thu\u00ea xe ship trong ng\u00e0y, ho\u1eb7c ph\u00ed ship qu\u00e1 cao kh\u00e1ch c\u0169ng kh\u00f4ng mua, s\u1ebd g\u00e2y l\u00e3ng ph\u00ed ti\u1ec1n qu\u1ea3ng c\u00e1o.<\/span><\/p>\n

      Ho\u1eb7c m\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 McDonald\u2019s, nghi\u00ean c\u1ee9u ph\u00e2n kh\u00fac \u0111\u1ecba l\u00fd \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh s\u1ea3n ph\u1ea9m cho ph\u00f9 h\u1ee3p v\u1edbi d\u00e2n b\u1ea3n \u0111\u1ecba, d\u1eabn \u0111\u1ebfn th\u1ef1c \u0111\u01a1n \u1edf c\u00e1c qu\u1ed1c gia kh\u00e1c nhau c\u00f3 nh\u1eefng \u0111\u1eb7c tr\u01b0ng ri\u00eang, \u0111\u1ec3 h\u00f2a quy\u1ec7n v\u1edbi v\u0103n h\u00f3a \u1ea9m th\u1ef1c c\u1ee7a t\u1eebng qu\u1ed1c gia. V\u00ed d\u1ee5, \u1edf \u1ea4n \u0110\u1ed9, ng\u01b0\u1eddi d\u00e2n kh\u00f4ng \u0103n th\u1ecbt b\u00f2, n\u00ean McDonald\u2019s \u0111\u00e3 s\u00e1ng t\u1ea1o\u00a0 hamburger\u00a0 Maharaja Mac l\u00e0m t\u1eeb th\u1ecbt g\u00e0, trong khi h\u01b0\u01a1ng v\u1ecb nguy\u00ean b\u1ea3n l\u00e0 t\u1eeb th\u1ecbt b\u00f2.\u00a0 S\u1ef1 linh ho\u1ea1t khi nghi\u00ean c\u1ee9u ph\u00e2n kh\u00fac \u0111\u1ecba l\u00fd \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh th\u1ef1c \u0111\u01a1n gi\u00fap McDonald\u2019s \u0111\u01b0\u1ee3c ch\u00e0o \u0111\u00f3n \u1edf nhi\u1ec1u qu\u1ed1c gia kh\u00e1c nhau, d\u00f9 n\u1ec1n \u1ea9m th\u1ef1c c\u1ee7a m\u1ed7i qu\u1ed1c gia l\u00e0 ri\u00eang bi\u1ec7t.<\/span><\/p>\n

      Ph\u00e2n kh\u00fac t\u00e2m l\u00fd<\/b><\/h3>\n

      Ph\u00e2n kh\u00fac t\u00e2m l\u00fd bao g\u1ed3m t\u00ednh c\u00e1ch, th\u00e1i \u0111\u1ed9, gi\u00e1 tr\u1ecb v\u00e0 s\u1edf th\u00edch.\u00a0<\/span><\/p>\n

      \"Patagonia<\/p>\n

      Patagonia th\u00e0nh c\u00f4ng nh\u1edd \u1ee9ng d\u1ee5ng ph\u00e2n kh\u00fac t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng<\/p>\n<\/div>\n

      Patagonia , m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u qu\u1ea7n \u00e1o ngo\u00e0i tr\u1eddi, \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng ngo\u00e0i mong \u0111\u1ee3i khi thay \u0111\u1ed5i s\u1ea3n ph\u1ea9m v\u00e0 truy\u1ec1n th\u00f4ng theo t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng. D\u1ef1a tr\u00ean h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng, Patagonia nh\u1eadn th\u1ea5y h\u1ecd ng\u00e0y c\u00e0ng quan t\u00e2m \u0111\u1ebfn c\u00e1c s\u1ea3n ph\u1ea9m th\u1eddi trang c\u00f3 t\u00ednh b\u1ec1n v\u1eefng v\u00e0 th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng. Hi\u1ec3u \u0111i\u1ec1u \u0111\u00f3,\u00a0 Patagonia \u0111\u00e3 ph\u00e1t tri\u1ec3n c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m cao c\u1ea5p theo t\u00e2m l\u00fd kh\u00e1ch h\u00e0ng, v\u00e0 truy\u1ec1n th\u00f4ng \u0111i\u1ec7p \u201c\u0110\u1eebng mua chi\u1ebfc \u00e1o kho\u00e1c n\u00e0y\u201d \u0111\u1ed1i v\u1edbi chi\u1ebfc \u00e1o l\u00f4ng c\u1eebu \u0111ang b\u00e1n ch\u1ea1y nh\u1ea5t c\u1ee7a c\u00f4ng ty t\u1ea1i th\u1eddi \u0111i\u1ec3m \u0111\u00f3. Sau \u0111\u00f3, c\u00f4ng ty c\u0169ng khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng h\u00e3y mua c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00e3 qua s\u1eed d\u1ee5ng \u0111\u1ec3 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng. Th\u1eadt b\u1ea5t ng\u1edd, c\u00e1ch l\u00e0m n\u00e0y \u0111\u00e3 khi\u1ebfn doanh thu c\u1ee7a c\u00f4ng ty t\u0103ng 30% n\u0103m 2012 v\u00e0 t\u1ec7p kh\u00e1ch h\u00e0ng trung th\u00e0nh li\u00ean t\u1ee5c ph\u00e1t tri\u1ec3n.<\/span><\/p>\n

      Ph\u00e2n kh\u00fac c\u00f4ng ngh\u1ec7<\/b><\/h3>\n

      Ph\u00e2n kh\u00fac c\u00f4ng ngh\u1ec7 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0: lo\u1ea1i thi\u1ebft b\u1ecb kh\u00e1ch h\u00e0ng d\u00f9ng, ph\u1ea7n c\u1ee9ng v\u00e0 ph\u1ea7n m\u1ec1m h\u1ecd s\u1eed d\u1ee5ng, h\u1ecd d\u00f9ng m\u1ea1ng x\u00e3 h\u1ed9i hay c\u00e1c trang th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u1ec3 mua h\u00e0ng\u2026<\/span><\/p>\n

      C\u00f3 nhi\u1ec1u insight kh\u00e1ch h\u00e0ng b\u1ea1n c\u00f3 th\u1ec3 khai kh\u00e1c \u0111\u01b0\u1ee3c t\u1eeb ph\u00e2n kh\u00fac c\u00f4ng ngh\u1ec7, v\u00ed d\u1ee5:<\/span><\/p>\n

      N\u1ebfu kh\u00e1ch h\u00e0ng d\u00f9ng m\u00e1y t\u00ednh b\u1ea3ng \u0111\u1ec3 online, r\u1ea5t c\u00f3 th\u1ec3 h\u1ecd thu\u1ed9c t\u1ea7ng l\u1edbp trung l\u01b0u tr\u1edf l\u00ean.<\/span><\/p>\n

      N\u1ebfu kh\u00e1ch h\u00e0ng d\u00f9ng m\u00e1y t\u00ednh, v\u00e0 online gi\u00e1n \u0111o\u1ea1n trong gi\u1edd h\u00e0nh ch\u00ednh, online nhi\u1ec1u v\u00e0o gi\u1edd ngh\u1ec9 tr\u01b0a v\u00e0 sau 7h t\u1ed1i, kh\u1ea3 n\u0103ng cao t\u1ec7p kh\u00e1ch ti\u1ebfp n\u0103ng c\u1ee7a b\u1ea1n l\u00e0 d\u00e2n v\u0103n ph\u00f2ng.<\/span><\/p>\n

      D\u1ef1a v\u00e0o vi\u1ec7c kh\u00e1ch th\u01b0\u1eddng mua h\u00e0ng qua n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i hay s\u00e0n th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, b\u1ea1n c\u00f3 th\u1ec3 thi\u1ebft l\u1eadp qu\u1ea3ng c\u00e1o \u1edf c\u00e1c k\u00eanh ph\u00f9 h\u1ee3p \u0111\u1ec3 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng v\u00e0 th\u00fac \u0111\u1ea9y doanh thu.<\/span><\/p>\n

      Ph\u00e2n kh\u00fac h\u00e0nh vi<\/b><\/h3>\n

      Ph\u00e2n kh\u00fac h\u00e0nh vi \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh d\u1ef1a tr\u00ean: l\u1ecbch s\u1eed mua h\u00e0ng, t\u1ea7n su\u1ea5t mua h\u00e0ng, th\u00f3i quen mua h\u00e0ng, ph\u1ea3n \u1ee9ng v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb\u2026 T\u00f9y ti\u00eau ch\u00ed ph\u00f9 h\u1ee3p v\u1edbi doanh nghi\u1ec7p, b\u1ea1n c\u00f3 th\u1ec3 ch\u1ecdn ph\u00e2n kh\u00fac h\u00e0nh vi th\u00e0nh:<\/span><\/p>\n

        \n
      • Kh\u00e1ch h\u00e0ng m\u1edbi \u2013 kh\u00e1ch h\u00e0ng c\u0169- kh\u00e1ch \u0111\u00e3 t\u00ecm hi\u1ec3u nh\u01b0ng ch\u01b0a mua<\/span><\/li>\n
      • \u0110\u1ed1i v\u1edbi kh\u00e1ch c\u0169, b\u1ea1n l\u1ea1i c\u00f3 th\u1ec3 chia nh\u00f3m th\u00e0nh: kh\u00e1ch h\u00e0ng trung th\u00e0nh (\u0111\u00e3 mua s\u1ea3n ph\u1ea9m b\u00ean b\u1ea1n nhi\u1ec1u l\u1ea7n v\u00e0 th\u01b0\u1eddng xuy\u00ean), kh\u00e1ch h\u00e0ng kh\u00f4ng th\u01b0\u1eddng xuy\u00ean (t\u1ea7n su\u1ea5t mua th\u1ea5p), kh\u00e1ch h\u00e0ng r\u1eddi \u0111i (\u0111\u00e3 kh\u00f4ng mua h\u00e0ng trong m\u1ed9t kho\u1ea3ng th\u1eddi gian d\u00e0i).<\/span><\/li>\n<\/ul>\n

        T\u00f9y \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng, b\u1ea1n s\u1ebd c\u00f3 nh\u1eefng chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb kh\u00e1c nhau \u0111\u1ec3 \u0111\u1ea1t c\u00e1c m\u1ee5c ti\u00eau kh\u00e1c nhau.<\/span><\/p>\n

        \"Netflix<\/p>\n

        Netflix c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng nh\u1edd khai th\u00e1c ph\u00e2n kh\u00fac h\u00e0nh vi<\/p>\n<\/div>\n

        Netflix l\u00e0 \u201c\u00f4ng ho\u00e0ng ti\u1ebfp th\u1ecb\u201d d\u1ef1a tr\u00ean ph\u00e2n kh\u00fac h\u00e0nh vi. Netflix s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 m\u00e1y h\u1ecdc \u0111\u1ec3 theo d\u00f5i n\u1ed9i dung kh\u00e1ch h\u00e0ng xem. C\u00e1c thu\u1eadt to\u00e1n \u0111\u01b0\u1ee3c t\u1ea1o ra gi\u00fap Netflix t\u00f9y ch\u1ec9nh m\u1ecdi th\u1ee9 cho t\u1eebng kh\u00e1ch h\u00e0ng, t\u1eeb trang ch\u1ee7 \u0111\u1ebfn \u0111\u1ec1 xu\u1ea5t ch\u01b0\u01a1ng tr\u00ecnh. Netflix c\u00f2n s\u1eed d\u1ee5ng th\u1eed nghi\u1ec7m A\/B \u0111\u1ec3 theo d\u00f5i t\u00e1c \u0111\u1ed9ng c\u1ee7a c\u00e1c \u0111\u1ec1 xu\u1ea5t v\u00e0 t\u00ednh n\u0103ng c\u00e1 nh\u00e2n h\u00f3a kh\u00e1c nhau.\u00a0<\/span><\/p>\n

        Ph\u00e2n kh\u00fac d\u1ef1a tr\u00ean nhu c\u1ea7u<\/b><\/h3>\n

        \u0110\u1ec3 kinh doanh th\u00e0nh c\u00f4ng, ch\u1eafc ch\u1eafn b\u1ea1n c\u1ea7n ph\u1ea3i t\u00ecm hi\u1ec3u nhu c\u1ea7u c\u1ee7a t\u1ec7p kh\u00e1ch h\u00e0ng b\u1ea1n \u0111ang h\u01b0\u1edbng \u0111\u1ebfn, \u0111\u00f3 c\u00f3 th\u1ec3 l\u00e0 nhu c\u1ea7u v\u1ec1 thu\u1ed9c t\u00ednh s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5, ph\u01b0\u01a1ng th\u1ee9c giao h\u00e0ng, ch\u1ebf \u0111\u1ed9 b\u1ea3o h\u00e0nh\u2026<\/span><\/p>\n

        M\u1ed9t v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh v\u1ec1 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean nhu c\u1ea7u l\u00e0\u00a0 Beauty store Revolution. Thay v\u00ec s\u1eafp x\u1ebfp s\u1ea3n ph\u1ea9m theo c\u00e1c h\u00e3ng m\u1ef9 ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y s\u1eafp x\u1ebfp s\u1ea3n ph\u1ea9m theo m\u1ed1i quan t\u00e2m v\u1ec1 da v\u00e0 theo th\u00e0nh ph\u1ea7n \u0111\u1ec3 nh\u1eafm tr\u1ef1c ti\u1ebfp v\u00e0o nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. T\u1eeb \u0111\u00f3, kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng t\u00ecm th\u1ea5y nh\u00f3m s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi t\u00ecnh tr\u1ea1ng da c\u1ee7a h\u1ecd, thay v\u00ec m\u1ea5t th\u1eddi gian t\u00ecm hi\u1ec3u h\u00e3ng lo\u1ea1t c\u00e1c s\u1ea3n ph\u1ea9m t\u1eeb c\u00e1c h\u00e3ng m\u1ef9 ph\u1ea9m kh\u00e1c nhau.<\/span><\/p>\n

        Ph\u00e2n kh\u00fac d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb<\/b><\/h3>\n

        Ph\u00e2n kh\u00fac d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb gi\u00fap b\u1ea1n t\u00ecm ra t\u1ec7p kh\u00e1ch h\u00e0ng gi\u00e1 tr\u1ecb: l\u00e0 nh\u1eefng kh\u00e1ch ti\u1ec1m n\u0103ng, hay trung th\u00e0nh, c\u00f3 kh\u1ea3 n\u0103ng mang l\u1ea1i doanh thu cao cho doanh nghi\u1ec7p c\u1ee7a b\u1ea1n. Sau \u0111\u00f3, b\u1ea1n s\u1ebd t\u1eadp trung ti\u1ebfp th\u1ecb \u0111\u1ed1i v\u1edbi t\u1ec7p kh\u00e1ch h\u00e0ng n\u00e0y.<\/span><\/p>\n

        \u0110\u1ec3 x\u00e1c \u0111\u1ecbnh t\u1ec7p kh\u00e1ch h\u00e0ng n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng<\/span> thang \u0111o CSAT<\/span>, hay <\/span>NPS<\/span> \u0111\u1ec3 do m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng, v\u00e0 kh\u1ea3 n\u0103ng h\u1ecd ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 b\u00ean b\u1ea1n. Ngo\u00e0i ra, b\u1ea1n c\u00f3 th\u1ec3 ch\u1ea1y qu\u1ea3ng c\u00e1o, email marketing\u2026 \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh t\u1ec7p kh\u00e1ch h\u00e0ng n\u00e0y.<\/span><\/p>\n

        \u1ee8ng d\u1ee5ng ph\u00e2n kh\u00fac d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb:<\/i><\/b><\/p>\n

        Merkle , m\u1ed9t c\u00f4ng ty ti\u1ebfp th\u1ecb, \u0111\u00e3 gi\u00fap Global Cruise- m\u1ed9t c\u00f4ng ty du l\u1ecbch to\u00e0n c\u1ea7u ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb v\u00e0 sau \u0111\u00f3 tri\u1ec3n khai c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb.\u00a0<\/span><\/p>\n

        B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean, h\u1ecd g\u1eedi th\u00f4ng \u0111i\u1ec7p gi\u1ed1ng nhau t\u1edbi m\u1ecdi kh\u00e1ch h\u00e0ng b\u1ea5t k\u1ec3 h\u1ecd l\u00e0 kh\u00e1ch m\u1edbi, kh\u00e1ch c\u0169, kh\u00e1ch trung th\u00e0nh hay kh\u00e1ch \u0111\u00e3 r\u1eddi b\u1ecf c\u00f4ng ty. Sau khi x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb cao nh\u1ea5t v\u00e0 trung th\u00e0nh nh\u1ea5t, c\u00f4ng ty t\u1eadp trung ch\u0103m s\u00f3c h\u1ecd t\u1ed1t h\u01a1n th\u00f4ng qua k\u00eanh b\u00e1n h\u00e0ng v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch c\u1ee5 th\u1ec3, nh\u1ecf h\u01a1n v\u00e0 c\u00e1 nh\u00e2n h\u00f3a h\u01a1n. K\u1ebft qu\u1ea3, l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng trung th\u00e0nh \u0111\u00e3 quay l\u1ea1i v\u00e0 h\u1ecd \u0111\u00e3 r\u00fat ng\u1eafn chu k\u1ef3 mua h\u00e0ng xu\u1ed1ng 24%.<\/span><\/p>\n

        L\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 <\/span>ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/span> l\u00e0 b\u01b0\u1edbc thi\u1ebft y\u1ebfu n\u1ebfu b\u1ea1n mu\u1ed1n c\u00f3 m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh ti\u1ebfp th\u1ecb th\u00e0nh c\u00f4ng. B\u1eb1ng c\u00e1ch ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee7a m\u00ecnh, b\u1ea1n c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u \u0111i\u1ec1u g\u00ec quan tr\u1ecdng \u0111\u1ed1i v\u1edbi t\u1eebng nh\u00f3m. Sau \u0111\u00f3, ch\u1ea1y c\u00e1c chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c nh\u1eafm m\u1ee5c ti\u00eau, hi\u1ec7u qu\u1ea3 h\u01a1n v\u00e0 cu\u1ed1i c\u00f9ng chuy\u1ec3n \u0111\u1ed5i nhi\u1ec1u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng h\u01a1n th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

        John Wanamaker t\u1eebng n\u00f3i: \u201cM\u1ed9t n\u1eeda s\u1ed1 ti\u1ec1n t\u00f4i chi cho qu\u1ea3ng c\u00e1o l\u00e0 l\u00e3ng ph\u00ed; r\u1eafc r\u1ed1i l\u00e0 t\u00f4i kh\u00f4ng bi\u1ebft \u0111\u00f3 l\u00e0 n\u1eeda n\u00e0o\u201d. Ch\u1eafc ch\u1eafn, \u0111\u00e2y l\u00e0 t\u00ecnh th\u1ebf ti\u1ebfn tho\u00e1i l\u01b0\u1ee1ng nan m\u00e0 t\u1ea5t c\u1ea3 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb \u0111\u1ec1u ph\u1ea3i \u0111\u1ed1i m\u1eb7t. Trong t\u00ecnh hu\u1ed1ng n\u00e0y, l\u1eadp h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng l\u00e0 gi\u1ea3i ph\u00e1p h\u1ea1n ch\u1ebf l\u00e3ng ph\u00ed hi\u1ec7u qu\u1ea3 nh\u1ea5t. V\u00ec ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng gi\u00fap x\u00e1c \u0111\u1ecbnh \u0111\u00fang t\u1ec7p kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, \u0111\u1ec3 ch\u1ea1y chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o \u0111\u00fang s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5, \u0111\u00fang k\u00eanh v\u00e0 \u0111\u00fang th\u1eddi \u0111i\u1ec3m.<\/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\/51836"}],"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=51836"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/51836\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=51836"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=51836"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=51836"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}