{"id":5248,"date":"2023-11-30T00:45:56","date_gmt":"2023-11-30T00:45:56","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5248"},"modified":"2023-12-21T11:01:23","modified_gmt":"2023-12-21T04:01:23","slug":"phuong-phap-danh-gia-trai-nghiem-khach-hang","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/phuong-phap-danh-gia-trai-nghiem-khach-hang.html","title":{"rendered":"Ph\u01b0\u01a1ng ph\u00e1p \u0111\u00e1nh gi\u00e1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng"},"content":{"rendered":"

Gia t\u0103ng s\u1ef1 trung th\u00e0nh v\u00e0 \u1ee7ng h\u1ed9 c\u1ee7a kh\u00e1ch h\u00e0ng<\/strong><\/span><\/h3>\n

L\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 y\u1ebfu b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi kinh nghi\u1ec7m tr\u01b0\u1edbc \u0111\u00e2y v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng trung th\u00e0nh v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00ec h\u1ecd tin r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n v\u1edbi m\u1ed9t gi\u00e1 c\u1ea3 ph\u00f9 h\u1ee3p h\u01a1n b\u1ea5t k\u1ef3 ai kh\u00e1c.<\/p>\n

Thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi<\/strong><\/span><\/h3>\n

Ng\u00e0y nay, c\u00e1c doanh nghi\u1ec7p \u0111\u1ec1u s\u1eed d\u1ee5ng c\u00e1c k\u00eanh th\u00f4ng tin m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 qu\u1ea3ng b\u00e1 t\u00ean tu\u1ed5i c\u1ee7a m\u00ecnh nh\u01b0 Facebook, Google, Zalo,\u2026 Song, m\u1ed9t k\u00eanh truy\u1ec1n th\u00f4ng \u201cth\u00f4 s\u01a1\u201d nh\u01b0ng hi\u1ec7u qu\u1ea3 nh\u1ea5t l\u00e0 truy\u1ec1n mi\u1ec7ng.<\/p>\n

Kh\u00e1ch h\u00e0ng khi \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng c\u00e1c d\u1ecbch v\u1ee5 v\u00e0 c\u1ea3m th\u1ea5y h\u00e0i l\u00f2ng c\u00f3 xu h\u01b0\u1edbng truy\u1ec1n tai nhau \u0111\u1ec3 c\u00f9ng s\u1eed d\u1ee5ng. C\u00e1ch qu\u1ea3ng b\u00e1 n\u00e0y gi\u00fap cho l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1edbi c\u1ee7a c\u00f4ng ty t\u0103ng nhanh ch\u00f3ng v\u00e0 th\u01b0\u1eddng ph\u00e1t tri\u1ec3n th\u00e0nh kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/p>\n

\u21d2<\/em>\u00a0T\u1eeb \u0111\u00f3, \u0111\u1ea1t \u0111\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t s\u1ebd gi\u00fap doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 gia t\u0103ng l\u1ee3i nhu\u1eadn m\u00e0 c\u00f2n t\u1ea1o ra c\u01a1 h\u1ed9i m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n:<\/em><\/p>\n

T\u0103ng tr\u01b0\u1edfng doanh thu<\/strong><\/span><\/h3>\n

Doanh nghi\u1ec7p n\u00e0o t\u1ea1o \u0111\u01b0\u1ee3c \u1ea5n t\u01b0\u1ee3ng t\u1ed1t trong l\u00f2ng kh\u00e1ch h\u00e0ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c doanh thu h\u00e0ng n\u0103m s\u1ebd kh\u00f4ng ng\u1eebng t\u0103ng l\u00ean. Theo nghi\u00ean c\u1ee9u c\u1ee7a American Express, 86% kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n \u0111\u1ec3 c\u00f3 tr\u1ea3i nghi\u1ec7m t\u1ed1t h\u01a1n.<\/p>\n

T\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh cho doanh nghi\u1ec7p<\/strong><\/span><\/h3>\n

Kh\u00e1ch h\u00e0ng ch\u00ednh l\u00e0 v\u0169 kh\u00ed m\u1ea1nh nh\u1ea5t c\u1ee7a doanh nghi\u1ec7p trong c\u1ea1nh tranh. Nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 tr\u1ea3i nghi\u1ec7m \u1edf m\u1ed9t doanh nghi\u1ec7p t\u1ed1t th\u00ec s\u1ebd th\u01b0\u1eddng xuy\u00ean s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p n\u00e0y. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 l\u00e0m t\u0103ng doanh thu thu\u1ea7n m\u00e0 c\u00f2n t\u1ea1o ra l\u1ee3i th\u1ebf v\u1ec1 m\u1eb7t c\u1ea1nh tranh. Theo Gartner, 89% c\u00f4ng ty c\u1ea1nh tranh ch\u1ee7 y\u1ebfu d\u1ef1a tr\u00ean tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

\u0110\u00f3 l\u00e0 l\u00fd do t\u1ea1i sao \u201cmang l\u1ea1i tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng tuy\u1ec7t v\u1eddi\u201d \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ee5c ti\u00eau chi\u1ebfn l\u01b0\u1ee3c h\u00e0ng \u0111\u1ea7u c\u1ee7a h\u1ea7u h\u1ebft c\u00e1c t\u1ed5 ch\u1ee9c, theo Bloomberg Businessweek.<\/p>\n

C\u00e1ch \u0111o l\u01b0\u1eddng v\u00e0 ph\u00e2n t\u00edch tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/strong><\/span><\/h2>\n

Theo kh\u1ea3o s\u00e1t \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n n\u0103m nay c\u1ee7a Khaosat.me tr\u00ean 2000 ng\u01b0\u1eddi t\u1ea1i TP. H\u1ed3 Ch\u00ed Minh v\u00e0 H\u00e0 N\u1ed9i, ch\u1ec9 c\u00f3 1\/42 kh\u00e1ch h\u00e0ng s\u1ebd ph\u00e0n n\u00e0n khi g\u1eb7p chuy\u1ec7n kh\u00f4ng v\u1eeba \u00fd. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 c\u1ee9 10 kh\u00e1ch h\u00e0ng ph\u00e0n n\u00e0n th\u00ec v\u1ea5n \u0111\u1ec1 n\u00e0y \u0111\u00e3 xu\u1ea5t hi\u1ec7n v\u1edbi 410 ng\u01b0\u1eddi kh\u00e1c v\u00e0 c\u00f3 l\u1ebd h\u1ecd \u0111\u00e3 \u00e2m th\u1ea7m r\u1eddi b\u1ecf b\u1ea1n qua s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a \u0111\u1ed1i th\u1ee7.<\/p>\n

\u0110o l\u01b0\u1eddng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 c\u00f4ng vi\u1ec7c quan tr\u1ecdng \u0111\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, gia t\u0103ng doanh s\u1ed1. Khi b\u1ea1n hi\u1ec3u y\u1ebfu t\u1ed1 n\u00e0o t\u1ea1o n\u00ean s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng, b\u1ea1n s\u1ebd d\u1ec5 d\u00e0ng x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111\u01b0\u1eddng \u0111i c\u1ee7a c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 v\u00e0 t\u1eadp trung ngu\u1ed3n l\u1ef1c v\u00e0o \u0111i\u1ec3m tr\u1ecdng y\u1ebfu t\u1ea1o n\u00ean thay \u0111\u1ed5i.<\/p>\n

\u0110\u00f3 l\u00e0 l\u00fd do ch\u00fang ta c\u1ea7n d\u1ef1a tr\u00ean m\u1ed9t s\u1ed1 thang \u0111o kh\u00e1c nhau (c\u00f3 th\u1ec3 d\u00f9ng ri\u00eang l\u1ebb ho\u1eb7c k\u1ebft h\u1ee3p v\u1edbi nhau) \u0111\u1ec3 t\u00ecm ra ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng trong doanh nghi\u1ec7p. Khi \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 theo d\u00f5i \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ef1 th\u00e0nh c\u00f4ng ho\u1eb7c th\u1ea5t b\u1ea1i c\u1ee7a nh\u1eefng thay \u0111\u1ed5i \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n m\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn kh\u00e1ch h\u00e0ng.<\/p>\n

\u0110\u1ec3 \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng, c\u00e1c doanh nghi\u1ec7p tr\u00ean th\u1ebf gi\u1edbi th\u01b0\u1eddng s\u1eed d\u1ee5ng 3 lo\u1ea1i ch\u1ec9 s\u1ed1 sau:<\/p>\n

Customer Satisfaction Score (CSAT):<\/strong><\/span><\/h3>\n

\u0110i\u1ec3m h\u00e0i l\u00f2ng. Th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ho\u1eb7c \u0111\u1ed1i t\u01b0\u1ee3ng \u0111o l\u01b0\u1eddng c\u1ee5 th\u1ec3.<\/p>\n

CSAT \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng ngay l\u1eadp t\u1ee9c nh\u01b0ng kh\u00f4ng d\u1ef1 \u0111o\u00e1n \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 d\u00e0i h\u1ea1n nh\u01b0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110\u00f3 l\u00e0 n\u01a1i m\u00e0 ch\u1ec9 s\u1ed1 Net Promoter Score (NPS) ph\u00e1t huy t\u00e1c d\u1ee5ng.<\/p>\n

Net Promoter Score (NPS):<\/strong><\/span><\/h3>\n

\u0110i\u1ec3m qu\u1ea3ng b\u00e1. Ch\u1ec9 s\u1ed1 kh\u00e1ch h\u00e0ng thi\u1ec7n c\u1ea3m th\u1ec3 hi\u1ec7n kh\u1ea3 n\u0103ng kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn ng\u01b0\u1eddi h\u1ecd quen bi\u1ebft.<\/p>\n

M\u1ee5c ti\u00eau c\u1ee7a ch\u1ec9 s\u1ed1 NPS l\u00e0 bi\u1ebfn Detractors th\u00e0nh Promoters. C\u00f3 m\u1ed9t s\u1ef1 th\u1eadt r\u1eb1ng kh\u00e1ch h\u00e0ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng chia s\u1ebb tr\u1ea3i nghi\u1ec7m ti\u00eau c\u1ef1c h\u01a1n nh\u1eefng \u0111i\u1ec1u t\u00edch c\u1ef1c h\u1ecd c\u00f3 \u0111\u01b0\u1ee3c. V\u00ec v\u1eady, theo s\u00e1t nh\u1eefng kh\u00e1ch h\u00e0ng thu\u1ed9c nh\u00f3m Detractors v\u00e0 h\u1ed7 tr\u1ee3 h\u1ecd khi c\u1ea7n s\u1ebd gi\u00fap t\u0103ng \u0111i\u1ec3m NPS c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

\u21d2 M\u1eb7c d\u00f9 NPS v\u00e0 CSAT kh\u00e1c nhau trong c\u00e1ch ti\u1ebfp c\u1eadn tuy nhi\u00ean ch\u00fang v\u1eabn \u0111ang h\u1ed7 tr\u1ee3 nhau r\u1ea5t hi\u1ec7u qu\u1ea3. K\u1ebft h\u1ee3p ch\u00fang c\u00f9ng nhau \u0111\u1ec3 t\u00ecm ra ph\u01b0\u01a1ng ph\u00e1p gi\u00fap doanh nghi\u1ec7p c\u1ea3i thi\u1ec7n c\u1ea3 s\u1ef1 h\u00e0i l\u00f2ng ng\u1eafn h\u1ea1n v\u00e0 d\u00e0i h\u1ea1n c\u1ee7a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/p>\n

Customer Effort Score (CES):<\/strong><\/span><\/h3>\n

\u0110i\u1ec3m n\u1ed7 l\u1ef1c kh\u00e1ch h\u00e0ng. \u0110o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 d\u1ec5 d\u00e0ng tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u1ec3 t\u1ea1o ra s\u1ef1 trung th\u00e0nh b\u1eb1ng c\u00e1ch gi\u1ea3m n\u1ed7 l\u1ef1c c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

\u0110\u01b0\u1ee3c t\u1ea1o ra v\u00e0o n\u0103m 2010, ch\u1ec9 s\u1ed1 Customer Effort Score kh\u00e1 m\u1edbi nh\u01b0ng ng\u00e0y c\u00e0ng tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn h\u01a1n. Th\u1eddi gian ch\u1edd \u0111\u1ee3i l\u00e2u, \u0111\u1ecba \u0111i\u1ec3m mua h\u00e0ng xa, kh\u00f3 li\u00ean l\u1ea1c \u0111\u01b0\u1ee3c v\u1edbi nh\u00e2n vi\u00ean h\u1ed7 tr\u1ee3,\u2026. l\u00e0 nh\u1eefng g\u00ec c\u1ea7n c\u1ea3i thi\u1ec7n.<\/p>\n

Ph\u1ee9c t\u1ea1p h\u01a1n NPS v\u00e0 CSAT, CES l\u00e0 m\u1ed9t s\u1ed1 li\u1ec7u d\u00e0i h\u1ea1n r\u1ea5t t\u1ed1t trong vi\u1ec7c d\u1ef1 \u0111o\u00e1n h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng trong t\u01b0\u01a1ng lai. M\u1ed9t nghi\u00ean c\u1ee9u c\u1ee7a Harvard Business Review \u0111\u00e3 ti\u1ebft l\u1ed9 r\u1eb1ng ch\u1ec9 s\u1ed1 CES c\u00f3 s\u1ee9c m\u1ea1nh d\u1ef1 \u0111o\u00e1n m\u1ea1nh m\u1ebd h\u01a1n khi n\u00f3i \u0111\u1ebfn l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng so v\u1edbi CSAT v\u00e0 NPS.<\/p>\n

D\u1ecbch v\u1ee5 \u0111\u00e1nh gi\u00e1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u1ee7a OCD<\/strong><\/span><\/h2>\n

Quy tr\u00ecnh th\u1ef1c hi\u1ec7n d\u1ef1 \u00e1n:<\/p>\n

    \n
  • X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau \u0111\u00e1nh gi\u00e1<\/li>\n
  • X\u00e1c \u0111\u1ecbnh n\u1ed9i dung \u0111\u00e1nh gi\u00e1<\/li>\n
  • L\u1ef1a ch\u1ecdn ph\u01b0\u01a1ng ph\u00e1p \u0111\u00e1nh gi\u00e1<\/li>\n
  • Thi\u1ebft k\u1ebf bi\u1ec3u m\u1eabu, c\u00f4ng c\u1ee5 thu th\u1eadp th\u00f4ng tin<\/li>\n
  • Ti\u1ebfn h\u00e0nh kh\u1ea3o s\u00e1t<\/li>\n
  • X\u1eed l\u00fd d\u1eef li\u1ec7u<\/li>\n
  • Ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/li>\n
  • B\u00e1o c\u00e1o v\u00e0 khuy\u1ebfn ngh\u1ecb<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

    Gia t\u0103ng s\u1ef1 trung th\u00e0nh v\u00e0 \u1ee7ng h\u1ed9 c\u1ee7a kh\u00e1ch h\u00e0ng L\u00f2ng trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 y\u1ebfu b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi kinh nghi\u1ec7m tr\u01b0\u1edbc \u0111\u00e2y v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng trung th\u00e0nh v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00ec h\u1ecd tin r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3 cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n v\u00e0 ch\u1ea5t […]<\/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\/5248"}],"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=5248"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5248\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}