{"id":5237,"date":"2023-11-29T07:58:21","date_gmt":"2023-11-29T07:58:21","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5237"},"modified":"2023-11-29T09:41:53","modified_gmt":"2023-11-29T09:41:53","slug":"cac-buoc-xay-dung-hanh-trinh-trai-nghiem-khach-hang","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/cac-buoc-xay-dung-hanh-trinh-trai-nghiem-khach-hang.html","title":{"rendered":"C\u00e1c b\u01b0\u1edbc x\u00e2y d\u1ef1ng h\u00e0nh tr\u00ecnh tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng"},"content":{"rendered":"

Theo c\u00e1 nh\u00e2n ri\u00eang t\u00f4i, \u0111\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng ph\u1ea1m tr\u00f9 kh\u00f3 x\u00e2y d\u1ef1ng, t\u1ed1n c\u00f4ng nh\u1ea5t, t\u1ed1n k\u00e9m nhi\u1ec1u chi ph\u00ed, d\u1ec5 th\u1ea5t b\u1ea1i khi th\u1ef1c thi v\u00ec tr\u00ean n\u00f3i d\u01b0\u1edbi kh\u00f4ng nghe (do ch\u01b0a c\u00f3 v\u0103n h\u00f3a doanh nghi\u1ec7p l\u1ea5y kh\u00e1ch l\u00e0m trung t\u00e2m).<\/p>\n

Tuy nhi\u00ean, th\u01b0\u01a1ng tr\u01b0\u1eddng ng\u00e0y c\u00e0ng c\u1ea1nh tranh, \u0111\u00e2y l\u00e0 m\u1ed9t \u0111\u00edch \u0111\u1ebfn m\u00e0 b\u1ea5t k\u1ef3 ai kinh doanh, k\u1ec3 c\u1ea3 t\u00f4i, \u0111\u1ec1u ph\u1ea3i c\u1ed1 g\u1eafng th\u00f4i, d\u00f9 mu\u1ed1n hay kh\u00f4ng.<\/p>\n

Tr\u00ean h\u1ebft, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u1ef1c k\u1ef3 quan tr\u1ecdng \u1edf c\u00e1c ng\u00e0nh d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng nh\u01b0 Cafe, Nh\u00e0 H\u00e0ng, Kh\u00e1ch S\u1ea1n, B\u1ec7nh Vi\u1ec7n, Khu Du L\u1ecbch, Resort, Sport Club (Gym, Yoga,\u2026)<\/p>\n

Trong kinh doanh, kh\u00f4ng ri\u00eang g\u00ec t\u00f4i, ai c\u0169ng mu\u1ed1n t\u1ed5 ch\u1ee9c nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng \u0111\u1ec3 ch\u0103m s\u00f3c v\u00e0 l\u00e0m h\u00e0i l\u00f2ng \u0111\u1ea1i \u0111a s\u1ed1 kh\u00e1ch h\u00e0ng trong qu\u00e1 tr\u00ecnh t\u1eeb l\u00fac h\u1ecd ti\u1ebfp x\u00fac \u0111\u1ebfn khi k\u1ebft th\u00fac mua h\u00e0ng.<\/p>\n

Ai l\u00e0m t\u1ed1t nh\u1ea5t, xu\u1ea5t s\u1eafc th\u00ec c\u00e0ng thu h\u00fat nhi\u1ec1u kh\u00e1ch v\u1ec1 v\u1edbi m\u00ecnh, v\u00e0 gi\u1eef \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch trung th\u00e0nh, quay v\u1ec1 t\u00e1i s\u1eed d\u1ee5ng S\u1ea3n Ph\u1ea9m v\u00e0 D\u1ecbch V\u1ee5.<\/p>\n

S\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch kh\u00f4ng \u0111\u1ebfn t\u1eeb ph\u00f2ng ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng.<\/p>\n

N\u00f3 h\u00ecnh th\u00e0nh t\u1eeb ch\u00ednh tr\u1ea3i nghi\u1ec7p c\u1ee7a kh\u00e1ch h\u00e0ng tr\u00ean h\u00e0nh tr\u00ecnh mua s\u1eafm, t\u1eeb l\u00fac h\u1ecd b\u1eaft \u0111\u1ea7u t\u00ecm hi\u1ec3u v\u1ec1 ch\u00fang ta \u0111\u1ebfn khi mua h\u00e0ng, g\u1ecdi l\u00e0 \u201cCustomer Journey\u201d.<\/p>\n

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M\u1ed7i c\u1ea3m x\u00fac m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c t\u1ea1i m\u1ed7i \u0111i\u1ec3m ch\u1ea1m (brand touch point) trong su\u1ed1t h\u00e0nh tr\u00ecnh \u0111\u00f3 s\u1ebd t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng, th\u01b0\u01a1ng ho\u1eb7c gh\u00e9t, mua ti\u1ebfp l\u1ea7n hai hay ch\u1ecdn n\u01a1i kh\u00e1c c\u0169ng do \u0111\u00e2y m\u00e0 ra.<\/p>\n

V\u1eady, vi\u1ec7c \u0111i ph\u00e2n t\u00edch v\u00e0 v\u1ebd ra b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng #Customer_Journey_Map l\u00e0 m\u1ed9t vi\u1ec7c v\u00f4 c\u00f9ng quan tr\u1ecdng trong Marketing, n\u00f3 l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng c\u1ea7n c\u00f3 \u0111\u1ec3 T\u1ed1i \u01afu Hi\u1ec7u Qu\u1ea3 cho c\u00e1c chi\u1ebfn d\u1ecbch Marketing..<\/p>\n

Th\u1ef1c t\u1ebf, m\u1ed7i m\u00f4 h\u00ecnh kinh doanh nh\u01b0 Fnb, B\u00e1n L\u1ebb, Y T\u1ebf, Ecomnerce, Education,\u2026 s\u1ebd c\u00f3 c\u00e1c \u0111i\u1ec3m ch\u1ea1m kh\u00e1c nhau trong su\u1ed1t h\u00e0nh tr\u00ecnh mua s\u1eafm c\u1ee7a kh\u00e1ch, kh\u00f4ng ai gi\u1ed1ng ai.<\/p>\n

Nh\u01b0ng n\u00f3 c\u00f3 th\u1ec3 gi\u1ed1ng v\u1ec1 h\u00e0nh tr\u00ecnh, t\u1ee9c \u0111\u1ec1u b\u1eaft \u0111\u1ea7u va ch\u1ea1m gi\u1eefa kh\u00e1ch v\u00e0 th\u01b0\u01a1ng hi\u1ec7u t\u1eeb khi b\u1eaft \u0111\u1ea7u giao d\u1ecbch (nh\u01b0 qu\u00e1n cafe l\u00e0 kh\u00e1ch t\u1ea5p xe v\u00e0o qu\u00e1n, v\u1edbi du l\u1ecbch l\u00e0 kh\u00e1ch v\u1eeba xu\u1ed1ng s\u00e2n bay, v\u1edbi education l\u00e0 h\u1ecdc vi\u00ean \u0111\u1ebfn ch\u1ed7 h\u1ecdc,\u2026) \u0111\u1ebfn khi ho\u00e0n t\u1ea5t giao d\u1ecbch.<\/p>\n

C\u00c1C B\u01af\u1edaC X\u00c2Y D\u1ef0NG H\u00c0NH TR\u00ccNH KH?<\/h3>\n

\"H\u00e0nh<\/p>\n

B\u01b0\u1edbc 1: PH\u00c2N T\u00cdCH.<\/h4>\n

V\u1ebd m\u1ed9t l\u01b0u \u0111\u1ed3 t\u1eeb l\u00fac Kh\u00e1ch H\u00e0ng b\u1eaft \u0111\u1ea7u \u0111\u1ebfn ch\u1ed7 b\u1ea1n, \u0111\u1ec3 ho\u00e0n t\u1ea5t giao d\u1ecbch h\u1ecd s\u1ebd ph\u1ea3i qua bao nhi\u00eau b\u01b0\u1edbc, g\u1eb7p nh\u1eefng b\u1ed9 ph\u1eadn n\u00e0o?<\/p>\n

Quan s\u00e1t r\u1ed3i v\u1ebd l\u1ea1i h\u00e0nh tr\u00ecnh \u0111\u00f3 v\u00e0 th\u1eed g\u1eb7p v\u00e0i kh\u00e1ch h\u00e0ng ph\u1ecfng v\u1ea5n \u0111\u1ec3 x\u00e1c nh\u1eadn xem l\u01b0u \u0111\u1ed3 \u0111\u00e3 \u0111\u00fang hay ch\u01b0a.<\/p>\n

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Thi\u1ebft ngh\u0129, m\u1ea5y b\u1ec7nh vi\u1ec7n c\u00f4ng \u1edf VN m\u00e0 ch\u1ecbu v\u1ebd l\u01b0u \u0111\u1ed3 ra, s\u1ebd kh\u00f4ng c\u00f3 chuy\u1ec7n b\u1eaft b\u1ec7nh nh\u00e2n l\u00ean l\u1ea7u 3 l\u1ea5y s\u1ed1 r\u1ed3i l\u1ea1i xu\u1ed1ng l\u1ea7u 1 kh\u00e1m, r\u1ed3i l\u00ean l\u1ea7u 5 mua thu\u1ed1c. \u0110\u00f3 l\u00e0 H\u00c0NH H\u1ea0 KH\u00c1CH.<\/p>\n

B\u01b0\u1edbc 2: Ph\u00e2n T\u00edch C\u00e1c \u0110i\u1ec3m Ch\u1ea1m<\/h4>\n

L\u1ea5y v\u00ed d\u1ee5 t\u1ea1i m\u1ed9t qu\u00e1n Cafe Take Away.
\n(Example: Highland Coffee).<\/p>\n

\u2013 \u0110\u1ebfn qu\u00e1n, v\u00f4 b\u00e3i xe g\u1eedi xe, nh\u1eadn th\u1ebb gi\u1eef xe.
\n\u2013 X\u1ebfp h\u00e0ng ch\u1edd Order.
\n\u2013 Ti\u1ebfn h\u00e0nh Order t\u1ea1i qu\u1ea7y bar v\u00e0 thanh to\u00e1n.
\n\u2013 L\u1ea5y phi\u1ebfu Order v\u00e0 Th\u1ebb Rung.
\n\u2013 \u0110i v\u00f4 khu v\u1ef1c KH ng\u1ed3i ch\u1ecdn b\u00e0n v\u00e0 ch\u1edd.
\n\u2013 Th\u1ebb rung l\u00ean, tr\u1edf l\u1ea1i qu\u1ea7y bar l\u1ea5y th\u1ee9c u\u1ed1ng.
\n\u2013 Quay tr\u1edf l\u1ea1i b\u00e0n \u0111\u00e3 ch\u1ecdn \u1edf khu v\u1ef1c KH.
\n\u2013 \u0110i v\u1ec7 sinh r\u1ed3i ra b\u00e3i, ch\u1edd l\u1ea5y xe t\u1eeb b\u1ea3o v\u1ec7.
\n\u2013 \u0110i v\u1ec1, reviews b\u1ea1n b\u00e8\/group (c\u00f3 th\u1ec3 c\u00f3).<\/p>\n

Vi\u1ec7c c\u1ee7a ch\u00fang ta l\u00e0 c\u1ea7n t\u00ecm ra c\u00e1c va ch\u1ea1m gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kh\u00e1ch \u1edf qu\u00e1n cafe \u1edf m\u1ed7i giai \u0111o\u1ea1n tr\u00ean, c\u00e0ng c\u1ee5 th\u1ec3 c\u00e0ng t\u1ed1t.<\/p>\n

Nh\u01b0 va ch\u1ea1m \u1edf b\u00e3i gi\u1eef xe c\u00f3 th\u1ec3 l\u00e0:<\/p>\n

\u2013 S\u1ef1 h\u01b0\u1edbng d\u1eabn & th\u00e1i \u0111\u1ed9 nh\u00e2n vi\u00ean b\u1ea3o v\u1ec7.
\n\u2013 \u0110\u1ed3ng ph\u1ee5c nh\u00e2n vi\u00ean b\u1ea3o v\u1ec7.
\n\u2013 Di\u1ec7n t\u00edch b\u00e3i xe.
\n\u2013 V\u1ec7 sinh \u1edf b\u00e3i xe.
\n\u2013 Kho\u1ea3ng c\u00e1ch b\u00e3i xe \u0111\u1ebfn qu\u00e1n.<\/p>\n

B\u01b0\u1edbc 3: Ph\u00e2n T\u00edch C\u00e1c Tr\u1ea3i Nghi\u1ec7m<\/h4>\n

Ph\u00e2n t\u00edch v\u00e0 li\u1ec7t k\u00ea ra \u0111\u01b0\u1ee3c c\u00e1c \u0111i\u1ec3m va ch\u1ea1m trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng, b\u1ea1n c\u1ea7n ph\u00e2n t\u00edch ti\u1ebfp t\u1ee5c c\u00e1c tr\u1ea3i nghi\u1ec7m kh\u00e1ch mong mu\u1ed1n \u1edf t\u1eebng \u0111i\u1ec3m va ch\u1ea1m \u0111\u00f3.<\/p>\n

\u2013 K\u1ef3 V\u1ecdng c\u1ee7a kh\u00e1ch t\u1ea1i m\u1ed7i \u0111i\u1ec3m va ch\u1ea1m?<\/p>\n

\u2013 Y\u1ebfu t\u1ed1 g\u00ec t\u00e1c \u0111\u1ed9ng t\u1edbi c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch \u1edf m\u1ed7i \u0111i\u1ec3m va ch\u1ea1m?<\/p>\n

Tr\u1edf l\u1ea1i v\u00ed d\u1ee5 v\u1ec1 qu\u00e1n cafe b\u00ean tr\u00ean :<\/p>\n

{ Touch point -> Tr\u1ea3i nghi\u1ec7m KH c\u1ea7n }<\/p>\n

\u2013 B\u1ea3o v\u1ec7 g\u1eedi xe -> th\u00e2n thi\u1ec7n, c\u1ea5t xe d\u00f9m KH.
\n\u2013 X\u1ebfp h\u00e0ng ch\u1edd Order -> C\u00f3 l\u1ec5 t\u00e2n \u0111\u00f3n KH.
\n\u2013 Ti\u1ebfn h\u00e0nh Order -> Nhanh, T\u01b0 V\u1ea5n R\u00f5 R\u00e0ng.
\n\u2013 Khu v\u1ef1c KH ng\u1ed3i -> B\u00e0n gh\u1ebf s\u1ea1ch s\u1ebd, tho\u00e1ng.
\n\u2013 V\u1ec7 sinh, ra v\u1ec1 -> \u2013 Toalet s\u1ea1ch, B\u1ea3o V\u1ec7 l\u1ea5y h\u1ed9 xe cho kh\u00e1ch v\u00e0 vui v\u1ebb.<\/p>\n

B\u01b0\u1edbc 4: \u0110o l\u01b0\u1eddng th\u1ef1c t\u1ebf.<\/h4>\n

\u0110\u1ec3 \u0111\u01a1n gi\u1ea3n h\u00f3a, ch\u00fang ta c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng chung t\u1ea1i \u0111i\u1ec3m cu\u1ed1i c\u1ee7a h\u00e0nh tr\u00ecnh (Khi kh\u00e1ch h\u00e0ng ra v\u1ec1 \u1edf qu\u00e1n cafe \u1edf v\u00ed d\u1ee5 tr\u00ean).<\/p>\n

C\u00f3 \u0111i\u1ec1u ki\u1ec7n h\u01a1n, b\u1ea1n c\u00f3 th\u1ec3 ti\u1ebfm h\u00e0nh ph\u1ecfng v\u1ea5n, g\u1eedi b\u1ea3ng kh\u1ea3o s\u00e1t cho KH (KH \u0111\u01b0\u1ee3c qu\u00e0 v\u00e0 voucher gi\u1ea3m gi\u00e1) \u0111\u1ec3 test s\u1ef1 h\u00e0i l\u00f2ng t\u1ea1i m\u1ed7i \u0111i\u1ec3m ti\u1ebfp KH va ch\u1ea1m, \u0111\u1ec3 t\u00ecm ra c\u00e1c \u0111i\u1ec3m y\u1ebfu tr\u00ean h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u1ec3 c\u1ea3i ti\u1ebfn.<\/p>\n

B\u01b0\u1edbc 5: C\u1ea3i Ti\u1ebfn sau m\u1ed7i \u0111\u1ee3t kh\u1ea3o s\u00e1t.<\/h4>\n

\u00dd ngh\u0129a c\u1ee7a vi\u1ec7c \u0111o l\u01b0\u1eddng \u1edf B\u01b0\u1edbc 4 kh\u00f4ng ch\u1ec9 th\u1ec3 hi\u1ec7n doanh nghi\u1ec7p c\u1ee7a b\u1ea1n \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec3m s\u1ed1 th\u1ebf n\u00e0o? m\u00e0 quan tr\u1ecdng h\u01a1n l\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng c\u1ea7n th\u1ef1c hi\u1ec7n \u0111\u1ec3 \u0111\u1ea1t k\u1ebft qu\u1ea3 t\u1ed1t h\u01a1n l\u00e0 g\u00ec, ch\u00ednh l\u00e0 \u1edf b\u01b0\u1edbc n\u00e0y.<\/p>\n","protected":false},"excerpt":{"rendered":"

Theo c\u00e1 nh\u00e2n ri\u00eang t\u00f4i, \u0111\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng ph\u1ea1m tr\u00f9 kh\u00f3 x\u00e2y d\u1ef1ng, t\u1ed1n c\u00f4ng nh\u1ea5t, t\u1ed1n k\u00e9m nhi\u1ec1u chi ph\u00ed, d\u1ec5 th\u1ea5t b\u1ea1i khi th\u1ef1c thi v\u00ec tr\u00ean n\u00f3i d\u01b0\u1edbi kh\u00f4ng nghe (do ch\u01b0a c\u00f3 v\u0103n h\u00f3a doanh nghi\u1ec7p l\u1ea5y kh\u00e1ch l\u00e0m trung t\u00e2m). Tuy nhi\u00ean, th\u01b0\u01a1ng tr\u01b0\u1eddng ng\u00e0y c\u00e0ng c\u1ea1nh tranh, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196,157,219],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5237"}],"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=5237"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5237\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5237"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}