{"id":52964,"date":"2023-12-20T05:50:37","date_gmt":"2023-12-19T22:50:37","guid":{"rendered":"https:\/\/masterskills.org\/blog\/long-trung-thanh-cua-khach-hang-vu-khi-cua-doanh-nghiep-nho.html"},"modified":"2023-12-20T05:50:37","modified_gmt":"2023-12-19T22:50:37","slug":"long-trung-thanh-cua-khach-hang-vu-khi-cua-doanh-nghiep-nho","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/long-trung-thanh-cua-khach-hang-vu-khi-cua-doanh-nghiep-nho.html","title":{"rendered":"L\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u2013 \u201cv\u0169 kh\u00ed\u201d c\u1ee7a doanh nghi\u1ec7p nh\u1ecf"},"content":{"rendered":"
Trong b\u1ed1i c\u1ea3nh\u00a0khi m\u00e0 nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u1ec9 c\u00e1ch b\u1ea1n m\u1ed9t c\u00fa click chu\u1ed9t, l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 l\u00e0 c\u00e1ch marketing m\u1edbi. C\u00e1c kh\u00e1ch h\u00e0ng ng\u00e0y nay c\u00f3 th\u1ec3 k\u1ebft n\u1ed1i t\u1edbi kh\u1ed1i l\u01b0\u1ee3ng th\u00f4ng tin b\u1ea5t t\u1eadn v\u1ec1 c\u00f4ng ty b\u1ea1n v\u00e0 \u0111\u1ed1i th\u1ee7 kh\u00e1c. V\u1edbi l\u01b0\u1ee3ng th\u00f4ng tin c\u00f3 trong tay, h\u1ecd c\u00f3 kh\u1ea3 n\u0103ng \u0111\u00e1nh gi\u00e1, nh\u00ecn nh\u1eadn v\u00e0 l\u1ef1a ch\u1ecdn c\u00f4ng ty n\u00e0o c\u00f3 kh\u1ea3 n\u0103ng \u0111em l\u1ea1i tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t.<\/p>\n

Khi kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c c\u00f4ng ty h\u1ed7 tr\u1ee3 nhi\u1ec7t t\u00ecnh, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng quay tr\u1edf l\u1ea1i nhi\u1ec1u h\u01a1n. Nhi\u1ec1u nghi\u00ean c\u1ee9u cho th\u1ea5y, \u0111\u1ec3 chuy\u1ec3n \u0111\u1ed5i th\u00e0nh c\u00f4ng m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi, b\u1ea1n s\u1ebd t\u1ed1n chi ph\u00ed g\u1ea5p 6 \u0111\u1ebfn 7 l\u1ea7n so v\u1edbi vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i. B\u00ean c\u1ea1nh \u0111\u00f3, vi\u1ec7c c\u00f4ng ty c\u00f3 tr\u1edf n\u00ean v\u01b0\u1ee3t tr\u1ed9i hay kh\u00f4ng so v\u1edbi \u0111\u1ed1i th\u1ee7 t\u00f9y thu\u1ed9c v\u00e0o s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng m\u00e0 b\u1ea1n c\u00f3.<\/p>\n

L\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? T\u1ea1i sao n\u00f3 l\u1ea1i quan tr\u1ecdng?<\/h2>\n

T\u00ednh trung b\u00ecnh, c\u00e1c kh\u00e1ch h\u00e0ng trung th\u00e0nh c\u00f3 gi\u00e1 tr\u1ecb g\u1ea5p 10 l\u1ea7n so v\u1edbi khi h\u1ecd mua s\u1eafm l\u1ea7n \u0111\u1ea7u ti\u00ean. D\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng ho\u00e0n h\u1ea3o c\u00f3 th\u1ef1c s\u1ef1 \u0111em l\u1ea1i hi\u1ec7u qu\u1ea3? \u0110\u1ed1i v\u1edbi nhi\u1ec1u doanh nghi\u1ec7p start up, \u0111\u00e2y l\u00e0 c\u00e2u h\u1ecfi g\u00e2y \u0111\u1eafn \u0111o. N\u00f3 kh\u00f4ng r\u00f5 r\u00e0ng nh\u01b0 khi nh\u00ecn v\u00e0o bi\u1ec3u \u0111\u1ed3 doanh thu. \u0110\u1ec3 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi n\u00e0y, ch\u00fang ta s\u1ebd ph\u00e2n t\u00edch d\u1eef li\u1ec7u, \u0111\u1eb7c bi\u1ec7t c\u1ea7n nh\u00ecn nh\u1eadn 2 \u0111i\u1ec3m sau:<\/p>\n

    \n
  1. Ph\u1ea7n th\u01b0\u1edfng nh\u1eadn \u0111\u01b0\u1ee3c khi cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ed1t l\u00e0 g\u00ec?<\/li>\n
  2. Chi ph\u00ed v\u00e0 h\u1eadu qu\u1ea3 n\u1ebfu c\u00f3 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng y\u1ebfu k\u00e9m l\u00e0 g\u00ec?<\/li>\n<\/ol>\n

    Trong nh\u1eefng ph\u1ea7n ti\u1ebfp, ch\u00fang ta s\u1ebd t\u1ed1i \u01b0u c\u00e1c nghi\u00ean c\u1ee9u h\u1ecdc thu\u1eadt, b\u1ea3n b\u00e1o c\u00e1o kh\u00e1ch h\u00e0ng v\u00e0 s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea \u0111\u01b0\u1ee3c ch\u1ee9ng minh \u0111\u1ec3 t\u00ecm ra c\u00e1c \u01b0u \u2013 nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a vi\u1ec7c l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m trong v\u0103n h\u00f3a doanh nghi\u1ec7p.<\/p>\n

    \"L\u00f2ng<\/p>\n

    L\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 th\u1ee9 kh\u00f4ng d\u1ec5 c\u00f3, nh\u01b0ng x\u1ee9ng \u0111\u00e1ng v\u1edbi n\u1ed7 l\u1ef1c b\u1ea1n b\u1ecf ra<\/p>\n<\/div>\n

    Ph\u1ea7n th\u01b0\u1edfng c\u1ee7a d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng ho\u00e0n h\u1ea3o<\/h3>\n

    Nhi\u1ec1u nghi\u00ean c\u1ee9u ch\u1ec9 ra r\u1eb1ng, c\u00e1c kh\u00e1ch h\u00e0ng ng\u00e0y nay \u01b0u ti\u00ean c\u00f4ng ty cung c\u1ea5p d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng tuy\u1ec7t\u00a0v\u1eddi. M\u1ed9t b\u1ea3n nghi\u00ean c\u1ee9u c\u00f4ng b\u1ed1 n\u0103m 2011 b\u1edfi American Express b\u1eadt m\u00ed, c\u1ee9 5 kh\u00e1ch h\u00e0ng th\u00ec c\u00f3 3 ng\u01b0\u1eddi s\u1eb5n l\u00f2ng t\u1eeb b\u1ecf th\u01b0\u01a1ng hi\u1ec7u y\u00eau th\u00edch khi \u0111\u00e3 c\u00f3 tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n \u1edf n\u01a1i kh\u00e1c.<\/p>\n

    Nh\u1eefng k\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c t\u1eeb RightNow Customer Experience Impact ban h\u00e0nh n\u0103m 2010 c\u00f2n n\u00f3i v\u1edbi ch\u00fang ta nhi\u1ec1u h\u01a1n th\u1ebf, r\u1eb1ng 9\/10 ng\u01b0\u1eddi M\u1ef9 s\u1ebd ti\u00eau d\u00f9ng nhi\u1ec1u h\u01a1n v\u1edbi nh\u1eefng c\u00f4ng ty h\u1ecd tin l\u00e0\u00a0\u0111em l\u1ea1i d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng tuy\u1ec7t h\u1ea3o. 80% s\u1ed1 ng\u01b0\u1eddi ph\u1ea3n h\u1ed3i chia s\u1ebb ni\u1ec1m tin nh\u1eefng c\u00f4ng ty nh\u1ecf th\u01b0\u1eddng ch\u00fa tr\u1ecdng v\u00e0o d\u1ecbch v\u1ee5 h\u01a1n nh\u1eefng c\u00f4ng ty l\u1edbn, \u0111i\u1ec1u \u0111\u00f3 \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c doanh nghi\u1ec7p nh\u1ecf ph\u1ee5 thu\u1ed9c r\u1ea5t l\u1edbn v\u00e0o s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

    C\u00e1ch m\u00e0 c\u00e1c ch\u1ee7 doanh nghi\u1ec7p nh\u1ecf c\u00f3 th\u1ec3 chi\u1ebfm th\u1ebf th\u01b0\u1ee3ng phong d\u1ef1a tr\u00ean d\u1ecbch vu kh\u00f4ng m\u00e2u thu\u1eabn v\u1edbi nh\u1eefng l\u1ee3i th\u1ebf v\u1ed1n c\u00f3 c\u1ee7a h\u1ecd (v\u00ed d\u1ee5: gi\u00e1 th\u1ea5p, logistics\u2026); m\u00e0 h\u1ecd c\u1ea7n ch\u00fa t\u00e2m cung c\u1ea5p d\u1ecbch v\u1ee5 \u1edf m\u1ed9t \u0111\u1eb3ng c\u1ea5p cao h\u01a1n h\u1eb3n so v\u1edbi \u0111\u1ed1i th\u1ee7.<\/p>\n

    D\u1ecbch v\u1ee5 k\u00e9m \u0111\u1ea9y chi ph\u00ed l\u00ean cao nh\u01b0 th\u1ebf n\u00e0o?<\/h3>\n

    Nh\u1eefng tin t\u1ee9c v\u1ec1 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng k\u00e9m s\u1ebd lan xa nhi\u1ec1u g\u1ea5p \u0111\u00f4i so v\u1edbi tin v\u1ec1 d\u1ecbch v\u1ee5 t\u1ed1t. C\u00e1c kh\u1ea3o s\u00e1t v\u1ec1 kh\u00e1ch h\u00e0ng cho th\u1ea5y g\u1ea7n 91% ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd kh\u00f4ng ti\u1ebfp t\u1ee5c mua h\u00e0ng c\u1ee7a b\u1ea1n l\u1ea7n th\u1ee9 2 n\u1ebfu b\u1ea1n khi\u1ebfn h\u1ecd th\u1ea5t v\u1ecdng ngay t\u1eeb l\u1ea7n \u0111\u1ea7u. Th\u1eadm ch\u00ed, 2\/3 kh\u00e1ch h\u00e0ng s\u1ebd r\u1eddi c\u1eeda h\u00e0ng khi h\u1ecd th\u1ea5y d\u1ecbch v\u1ee5 qu\u00e1 k\u00e9m, kh\u00f4ng \u0111\u00e1ng v\u1edbi k\u1ef3 v\u1ecdng.<\/p>\n

    \"D\u1ecbch<\/p>\n

    30% kh\u00e1ch h\u00e0ng s\u1ebd r\u1eddi \u0111i n\u1ebfu tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 k\u00e9m<\/p>\n<\/div>\n

    S\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng s\u1eb5n s\u00e0ng r\u1eddi \u0111i ngay l\u1eadp t\u1ee9c \u0111\u1ea1t g\u1ea7n 70% khi h\u1ecd tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 k\u00e9m tr\u00ean \u0111i\u1ec7n tho\u1ea1i, n\u00f3i c\u00e1ch kh\u00e1c h\u1ecd s\u1ebd ch\u1eb3ng do d\u1ef1 t\u1ea1m bi\u1ec7t c\u00f4ng ty n\u1ebfu b\u1ea1n kh\u00f4ng cung c\u1ea5p d\u1ecbch v\u1ee5 v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng t\u01b0\u01a1ng x\u01b0\u1edbng mong mu\u1ed1n. Tuy nhi\u00ean, b\u1ea1n r\u1ea5t c\u00f3 kh\u1ea3 n\u0103ng kh\u00f4ng n\u1eafm \u0111\u01b0\u1ee3c ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 k\u00e9m s\u1ebd t\u00e1c \u0111\u1ed9ng nhi\u1ec1u th\u1ebf n\u00e0o tr\u01b0\u1edbc khi qu\u00e1 mu\u1ed9n. Th\u1ef1c ch\u1ea5t, d\u1ecbch v\u1ee5 \u1ea3nh h\u01b0\u1edfng v\u1edbi kinh doanh th\u1ea7m l\u1eb7ng h\u01a1n b\u1ea1n t\u01b0\u1edfng r\u1ea5t nhi\u1ec1u: c\u1ee9 m\u1ed7i kh\u00e1ch h\u00e0ng l\u00ean ti\u1ebfng than phi\u1ec1n, c\u00f3 t\u1edbi 26 ng\u01b0\u1eddi kh\u00e1c kh\u00f4ng h\u00e0i l\u00f2ng nh\u01b0ng l\u1ea1i gi\u1eef im l\u1eb7ng v\u00e0 c\u1ee9 th\u1ebf r\u1eddi \u0111i.<\/p>\n

    N\u1ebfu b\u1ea1n ti\u1ebfp t\u1ee5c cung c\u1ea5p d\u1ecbch v\u1ee5 k\u00e9m, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u00e1nh m\u1ea5t kh\u00e1ch h\u00e0ng m\u00e0 kh\u00f4ng h\u1ec1 hay bi\u1ebft.<\/p>\n

    \u0110i\u1ec1u n\u00e0y c\u00f3 \u00fd ngh\u0129a g\u00ec?<\/h3>\n

    Sau khi nh\u1eadn th\u1ee9c vai tr\u00f2 c\u1ee7a vi\u1ec7c x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh kh\u00e1ch h\u00e0ng, \u0111\u00f4i ng\u0169 kinh doanh c\u1ea7n ph\u1ea3i \u201cc\u1ea3i t\u1ed5\u201d l\u1ea1i trong vi\u1ec7c cung c\u1ea5p th\u00f4ng tin v\u00e0 h\u01b0\u1edbng d\u1eabn kh\u00e1ch h\u00e0ng qua k\u00eanh b\u00e1n h\u00e0ng. Tr\u1ea1ng th\u00e1i s\u1eb5n l\u00f2ng gi\u1ea3i \u0111\u00e1p tr\u00ean live chat c\u1ee7a website, th\u00f4ng tin s\u1ea3n ph\u1ea9m, ph\u1ea9n h\u1ed3i v\u00e0 th\u1eadm ch\u00ed l\u00e0 kh\u1ea3 n\u0103ng truy c\u1eadp t\u1edbi c\u00e1c c\u00f4ng ty \u0111\u1ed1i th\u1ee7 s\u1ebd \u0111em b\u1ea1n l\u1ea1i g\u1ea7n h\u01a1n kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng.<\/p>\n

    Nh\u1eefng c\u00f4ng ty h\u00e0ng \u0111\u1ea7u nh\u00ecn nh\u1eadn \u0111\u00e2y l\u00e0 m\u1ed9t c\u01a1 h\u1ed9i, kh\u00f4ng ph\u1ea3i l\u00e0 t\u00ecnh th\u1ebf ti\u1ebfn tho\u00e1i l\u01b0\u1ee1ng nan. D\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng g\u1ea7n \u0111\u00e2y t\u1eeb Peppers & Rogers cho th\u1ea5y 81% c\u00f4ng ty v\u1edbi kh\u1ea3 n\u0103ng cung c\u1ea5p d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng xu\u1ea5t s\u1eafc \u0111ang v\u01b0\u1ee3t tr\u1ed9i h\u01a1n h\u1eb3n so v\u1edbi \u0111\u1ed1i th\u1ee7.<\/p>\n

    X\u00e2y d\u1ef1ng t\u00ecnh y\u00eau th\u01b0\u01a1ng hi\u1ec7u \u1edf kh\u00e1ch h\u00e0ng<\/h2>\n

    B\u1ea1n \u0111\u00e3 bao gi\u1edd c\u1ea3m th\u1ea5y kh\u00e1ch h\u00e0ng \u0111ang ph\u1edbt l\u1edd th\u00f4ng \u0111i\u1ec7p th\u01b0\u01a1ng hi\u1ec7u ch\u01b0a? \u0110\u00e2y r\u00f5 r\u00e0ng l\u00e0 c\u1ea3m gi\u00e1c kh\u00f4ng l\u1ea5y g\u00ec l\u00e0m d\u1ec5 ch\u1ecbu, \u0111\u1eb7c bi\u1ec7t khi b\u1ea1n bi\u1ebft r\u00f5 c\u00f4ng ty \u0111ang th\u1ef1c s\u1ef1 cung c\u1ea5p gi\u00e1 tr\u1ecb thi\u1ebft y\u1ebfu cho kh\u00e1ch h\u00e0ng. B\u1ea1n c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o n\u1ebfu ch\u1eb3ng ai ch\u00fa \u00fd t\u1edbi?<\/p>\n

    M\u1ea1ng x\u00e3 h\u1ed9i \u0111ang t\u1ea1o ra m\u1ed9t ni\u1ec1m tin r\u1eb1ng b\u1ea1n ph\u1ea3i t\u01b0\u01a1ng t\u00e1c kh\u00e1ch h\u00e0ng ho\u1eb7c kh\u00f4ng s\u1ebd \u0111\u1ed1i m\u1eb7t v\u1edbi nguy c\u01a1 s\u1ee5t gi\u1ea3m doanh thu, tuy nhi\u00ean d\u1eef li\u00eau cho th\u1ea5y \u0111i\u1ec1u n\u00e0y kh\u00f4ng h\u1eb3n \u0111\u00fang. B\u1ea1n s\u1ebd k\u1ebft n\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u1ed1i t\u01b0\u1ee3ng ch\u1ec9 mu\u1ed1n t\u01b0\u01a1ng t\u00e1c h\u1ea1n ch\u1ebf ra sao?<\/p>\n

    T\u1ea1i sao chia s\u1ebb gi\u00e1 tr\u1ecb l\u1ea1i quan tr\u1ecdng \u0111\u1ec3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh kh\u00e1ch h\u00e0ng?<\/h3>\n

    R\u1ea5t nhi\u1ec1u chi\u1ebfn d\u1ecbch marketing \u0111\u01b0\u1ee3c t\u1ea1o ra nh\u1eb1m l\u1ea5y s\u1ea3n ph\u1ea9m l\u00e0m trung t\u00e2m. Gi\u1ea3 s\u1eed ch\u00fang \u0111\u01b0\u1ee3c s\u00e1ng l\u1eadp \u0111\u1ec3 quay quanh con ng\u01b0\u1eddi, m\u1ecdi chuy\u1ec7n s\u1ebd thay \u0111\u1ed5i th\u1ebf n\u00e0o?<\/p>\n

    M\u1ed9t h\u1ecdc thuy\u1ebft c\u00f4ng b\u1ed1 b\u1edfi Harvard Business Review, th\u1ef1c hi\u1ec7n tr\u00ean 7000 ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ea1i M\u1ef9, Anh v\u00e0 \u00dac cho th\u1ea5y l\u00f2ng trung th\u00e0nh kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u s\u1ebd kh\u00f4ng th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c n\u1ebfu nh\u01b0 kh\u00f4ng c\u00f3 m\u1ed9t nh\u00e2n t\u1ed1: gi\u00e1 tr\u1ecb. Trong s\u1ed1 nh\u1eefng kh\u00e1ch h\u00e0ng n\u00f3i r\u1eb1ng h\u1ecd c\u00f3 m\u1ed1i quan h\u1ec7 m\u1eadt thi\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, 64% ch\u1ec9 ra chia s\u1ebb gi\u00e1 tr\u1ecb l\u00e0 nguy\u00ean nh\u00e2n c\u01a1 b\u1ea3n nh\u1ea5t. Theo nh\u01b0 nghi\u00ean c\u1ee9u, kh\u00e1ch h\u00e0ng t\u1eeb kh\u1eafp m\u1ecdi n\u01a1i \u0111\u1ec1u nh\u1ea5n m\u1ea1nh r\u1eb1ng h\u1ecd trung th\u00e0nh \u201ckh\u00f4ng ph\u1ea3i v\u1edbi c\u00f4ng ty, m\u00e0 l\u00e0 v\u1edbi ni\u1ec1m tin c\u1ee7a ch\u00ednh m\u00ecnh\u201d. Ph\u1ea7n l\u1edbn kh\u00e1ch h\u00e0ng kh\u00f4ng trung th\u00e0nh \u0111\u1eb7c bi\u1ec7t \u0111\u1ed1i v\u1edbi m\u1ed9t doanh nghi\u1ec7p \u0111\u01a1n l\u1ebb n\u00e0o, m\u00e0 trung th\u00e0nh v\u1edbi th\u1ee9 m\u00e0 c\u00f4ng ty \u0111\u1ea1i di\u1ec7n.<\/p>\n

    \u201cCh\u00fang t\u00f4i th\u1ea5y r\u1eb1ng m\u1ed1i li\u00ean k\u1ebft v\u1ec1 m\u1eb7t c\u1ea3m x\u00fac \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e3n h\u00e0ng l\u00e0 c\u00f3 t\u1ed3n t\u1ea1i, tuy nhi\u00ean s\u1ef1 k\u1ebft n\u1ed1i n\u00e0y c\u01a1 b\u1ea3n b\u1eaft \u0111\u1ea7u v\u1edbi vi\u1ec7c chia s\u1ebb gi\u00e1 tr\u1ecb, nh\u1eefng th\u1ee9 m\u00e0 kh\u00e1ch h\u00e0ng tin r\u1eb1ng h\u1ecd c\u00f3 \u0111i\u1ec3m chung v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.\u201dAaron Lottonn, CEB.<\/p>\n

    K\u1ebft n\u1ed1i v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng theo m\u1ed9t c\u00e1ch c\u00e1 nh\u00e2n r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 t\u0103ng tr\u01b0\u1edfng doanh nghi\u1ec7m nh\u1ecf b\u1edfi vi\u1ec7c l\u00e0m n\u00e0y s\u1ebd duy tr\u00ec l\u00f2ng trung th\u00e0nh c\u1ee7a h\u1ecd. Do ph\u1ea7n l\u1edbn kh\u00e1ch h\u00e0ng kh\u00f4ng quan t\u00e2m t\u1edbi kh\u1ea3 n\u0103ng c\u00f3 m\u1ed9t m\u1ed1i quan h\u1ec7 th\u00e2n thi\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, h\u1ecd s\u1ebd kh\u00f4ng ch\u00fa t\u00e2m s\u00e2u \u0111\u1ebfn nh\u1eefng th\u1ee9 b\u1ea1n \u0111\u1ea1i di\u1ec7n h\u01a1n l\u00e0 vi\u1ec7c b\u1ea1n t\u01b0\u01a1ng t\u00e1c v\u1edbi h\u1ecd th\u01b0\u1eddng xuy\u00ean \u0111\u1ebfn m\u1ee9c n\u00e0o. \u0110i\u1ec1u duy nh\u1ea5t l\u00e0m s\u00e2u s\u1eafc th\u00eam m\u1ed1i quan h\u1ec7 n\u00e0y l\u00e0 b\u1ea1n khi\u1ebfn kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y h\u1ecd \u0111ang \u201cc\u00f9ng m\u1ed9t \u0111\u1ed9i\u201d v\u1edbi b\u1ea1n, h\u1ecd s\u1ebd mu\u1ed1n b\u1ea1n chia s\u1ebb nh\u1eefng ni\u1ec1m tin c\u1ee7a h\u1ecd v\u00e0 r\u1eb1ng b\u1ea1n bao g\u1ed3m nh\u1eefng ni\u1ec1m tin \u1ea5y trong c\u00f4ng vi\u1ec7c kinh doanh.<\/p>\n

    Nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c y\u00eau th\u00edch nh\u1ea5t th\u01b0\u1eddng c\u00f3 l\u1eadp tr\u01b0\u1eddng v\u1eefng ch\u00e3i v\u1ec1 c\u00e1c v\u1ea5n \u0111\u1ec1 tr\u00ean c\u1ea3 trong v\u00e0 ngo\u00e0i ng\u00e0nh c\u00f4ng nghi\u1ec7p c\u1ee7a h\u1ecd. V\u00ed d\u1ee5:<\/p>\n

      \n
    • Gi\u00e0y TOMS shoes gi\u00e0nh chi\u1ebfn th\u1eafng trong vi\u1ec7c \u201c1 \u0111\u1ed1i 1\u201d: \u0111em lai 1 \u0111\u00f4i gi\u00e0y cho 1 ng\u01b0\u1eddi th\u1ef1c s\u1ef1 c\u1ea7n tr\u00ean th\u1ebf gi\u1edbi cho m\u1ed7i giao d\u1ecbch mua s\u1eafm \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n.<\/li>\n
    • Zappos \u0111\u00e3 x\u00e2y d\u1ef1ng c\u00e1c gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a h\u1ecd xung quanh kh\u00e1ch h\u00e0ng, \u0111\u1eb7t d\u1ecbch v\u1ee5 nh\u01b0 l\u00e0 \u01b0u ti\u00ean s\u1ed1 m\u1ed9t c\u1ee7a h\u1ecd.<\/li>\n<\/ul>\n
      \"Chi\u1ebfn<\/p>\n

      Chi\u1ebfn d\u1ecbch \u00fd ngh\u0129a c\u1ee7a TOM<\/p>\n<\/div>\n

      R\u00f5 r\u00e0ng, \u0111\u1eb7t m\u1ee5c \u0111\u00edch truy\u1ec1n th\u00f4ng cho th\u01b0\u01a1ng hi\u1ec7u cao h\u01a1n l\u00e0 t\u1ea1o l\u1ee3i nhu\u1eadn s\u1ebd d\u1ec5 d\u00e0ng t\u1ea1o k\u1ebft n\u1ed1i v\u00e0 chi\u1ebfm c\u1ea3m t\u00ecnh v\u1edbi kh\u00e1ch h\u00e0ng. Tr\u00ean th\u1ef1c t\u1ebf, nghi\u00ean c\u1ee9u cho th\u1ea5y c\u00f3 1 nh\u00e2n t\u1ed1 khi\u1ebfn cho vi\u1ec7c t\u1ea1o l\u00f2ng trung th\u00e0nh kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3: ngo\u00e0i vi\u1ec7c n\u1ed5i ti\u1ebfng v\u1edbi c\u00e1c l\u1eadp tr\u01b0\u1eddng m\u1ea1nh m\u1ebd v\u1ec1 nh\u1eefng v\u1ea5n \u0111\u1ec1 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi h\u1ecd, t\u1ea5t c\u1ea3 th\u01b0\u01a1ng hi\u1ec7u l\u1eebng l\u1eaby nh\u1ea5t tr\u1edf th\u00e0nh huy\u1ec1n tho\u1ea1i b\u1eb1ng c\u00e1ch l\u00e0m m\u1ed9t \u0111i\u1ec1u kh\u00f4ng b\u00ecnh th\u01b0\u1eddng: h\u1ecd t\u1ea1o n\u00ean m\u1ed9t k\u1ebb th\u00f9.<\/p>\n

      C\u00f4ng ty b\u1ea1n c\u00f3 c\u1ea7n \u0111\u1ebfn \u0111\u1ed1i th\u1ee7?<\/h3>\n

      T\u1ea1i sao \u0111\u1ec3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh kh\u00e1ch h\u00e0ng l\u1ea1i c\u1ea7n \u0111\u1ebfn \u0111\u1ed1i th\u1ee7? \u0110i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1 b\u1edfi nghi\u00ean c\u1ee9u t\u00e2m l\u00fd h\u1ecdc c\u0169ng nh\u01b0 m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p th\u00e0nh c\u00f4ng \u0111i\u1ec3n h\u00ecnh. H\u00e3y nh\u1edb \u0111\u1ebfn qu\u1ea3ng c\u00e1o tai ti\u1ebfng c\u1ee7a Apple Inc n\u0103m 1984. Trong \u0111o\u1ea1n video, Apple \u0111\u00e3 t\u00e1i hi\u1ec7n l\u1ea1i m\u1ed9t th\u1ebf h\u1ec7 ng\u01b0\u1eddi d\u00f9ng m\u00e1y t\u00ednh \u0111\u1ec3 b\u00e0n kh\u1eafc kh\u1ed5 v\u00e0 c\u0169 k\u1ef9, tr\u01b0\u1edbc m\u1eb7t h\u1ecd l\u00e0 m\u00e0n chi\u1ebfu v\u1edbi giao di\u1ec7n Windows. M\u1ed9t c\u00f4 g\u00e1i tr\u1ebb, phong c\u00e1ch v\u00e0 \u0111\u1ea7y n\u0103ng \u0111\u1ed9ng hi\u1ec7n ra tr\u01b0\u1edbc khung h\u00ecnh, ph\u00e1 tan nh\u1eefng th\u1ee9 l\u1ed7i th\u1eddi \u0111\u00f3, \u0111em l\u1ea1i h\u01a1i th\u1edf hi\u1ec7n \u0111\u1ea1i \u0111\u1ea7y t\u01b0\u01a1i m\u1edbi.<\/p>\n

      Ng\u01b0\u1ee3c l\u1ea1i v\u1edbi s\u1ef1 l\u1ed7i th\u1eddi c\u1ee7a m\u00e1y t\u00ednh b\u00e0n, Apple l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m tuy\u1ec7t v\u1eddi d\u00e0nh cho nh\u1eefng ng\u01b0\u1eddi tr\u1ebb mu\u1ed1n l\u00e0m c\u00f4ng vi\u1ec7c s\u00e1ng t\u1ea1o v\u00e0 tuy\u00ean chi\u1ebfn v\u1edbi h\u1ec7 th\u1ed1ng c\u0169 k\u1ef9. S\u1ef1 c\u1ea1nh tranh \u0111\u01b0\u1ee3c xem nh\u01b0 \u0111\u00f3ng m\u1ed9t vai tr\u00f2 r\u1ea5t l\u1edbn trong chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp theo c\u1ee7a Apple v\u00e0 th\u1eadm ch\u00ed c\u1ea3 \u1edf chi\u1ebfn d\u1ecbch Mac \u0111\u1ed1i \u0111\u1ea7u v\u1edbi m\u00e1y t\u00ednh \u0111\u1ec3 b\u00e0n g\u1ea7n \u0111\u00e2y.<\/p>\n

      V\u1edbi s\u1ef1 trung th\u00e0nh tuy\u1ec7t \u0111\u1ed1i c\u1ee7a nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng Apple, b\u1ea1n s\u1ebd kh\u00f4ng ng\u1ea1c nhi\u00ean khi bi\u1ebft r\u1eb1ng \u201cS\u1ef1 t\u00f4n th\u1edd Apple\u201d kh\u00f4ng h\u1ec1 l\u00e0 m\u1ed9t c\u00e1ch n\u00f3i m\u1ec9a. Nh\u1eefng nghi\u00ean c\u1ee9u th\u1ea7n kinh g\u1ea7n \u0111\u00e2y ph\u00e1t hi\u1ec7n khu v\u1ef1c ph\u00e1t s\u00e1ng trong n\u00e3o b\u1ed9 khi ng\u01b0\u1eddi d\u00f9ng Apple ngh\u0129 v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y t\u01b0\u01a1ng t\u1ef1 nh\u01b0 khi h\u1ecd ngh\u0129 t\u1edbi\u00a0t\u00f4n gi\u00e1o. S\u1ef1 trung th\u00e0nh n\u00e0y \u0111\u01b0\u1ee3c th\u00fac \u0111\u1ea9y m\u1ed9t ph\u1ea7n l\u1edbn b\u1edfi s\u1ef1 ph\u00e2n c\u00e1ch Apple t\u1ea1o ra gi\u1eefa b\u1ea3n th\u00e2n v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

      X\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi ng\u00e2n s\u00e1ch h\u1ea1n h\u1eb9p<\/h2>\n

      C\u00e1c ch\u1ee7 doanh nghi\u1ec7p nh\u1ecf c\u1ea7n ch\u00fa \u00fd r\u1eb1ng l\u1ee3i th\u1ebf ch\u00ednh c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi nh\u1eefng \u00f4ng l\u1edbn l\u00e0 d\u1ecbch v\u1ee5 c\u00f3 t\u00ednh c\u00e1 nh\u00e2n h\u00f3a. Tuy nhi\u00ean, nhi\u1ec1u doanh nghi\u1ec7p nh\u1ecf s\u1ee3 r\u1eb1ng s\u1ebd kh\u00f4ng th\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 tuy\u1ec7t v\u1eddi v\u1edbi ng\u00e2n s\u00e1ch h\u1ea1n ch\u1ebf. Ho\u1eb7c, m\u1eb7t kh\u00e1c, h\u1ecd x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c m\u1ed9t doanh nghi\u1ec7p m\u00e0 kh\u00e1ch h\u00e0ng y\u00eau th\u00edch nh\u01b0ng l\u1ea1i \u201cng\u1eadp \u0111\u1ea7u\u201d trong chi ph\u00ed qu\u00e1 tay.<\/p>\n

      L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 n\u00e0y? H\u00e3y nh\u00ecn v\u00e0o kh\u00eda c\u1ea1nh khoa h\u1ecdc \u0111\u1ec3 kh\u00e1m ph\u00e1 ra nh\u1eefng th\u1ee9 khi\u1ebfn con ng\u01b0\u1eddi th\u1ef1c s\u1ef1 h\u1ea1nh ph\u00fac khi mua h\u00e0ng t\u1eeb c\u00f4ng ty. Tr\u00ean th\u1ef1c t\u1ebf, nh\u00e0 t\u00e2m l\u00fd h\u1ecdc Norbert Schwarz cho th\u1ea5y r\u1eb1ng ch\u1ec9 10 cent c\u00f3 th\u1ec3 thay \u0111\u1ed5i t\u00e2m tr\u1ea1ng c\u1ee7a ai \u0111\u00f3 v\u00e0 khi\u1ebfn h\u1ecd y\u00eau th\u00edch h\u01a1n v\u1ec1 ng\u01b0\u1eddi ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. L\u00f2ng trung th\u00e0nh kh\u00e1ch h\u00e0ng x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean nh\u1eefng \u00fd mu\u1ed1n v\u00e0 h\u00e0nh \u0111\u1ed9ng c\u1ee7a b\u1ea1n, thay v\u00ec v\u00e0o s\u1ed1 ti\u1ec1n chi ti\u00eau.<\/p>\n

      Ng\u00e2n s\u00e1ch \u00edt c\u00f3 th\u1ec3 thu \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng?<\/h3>\n

      C\u00f3 r\u1ea5t nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u v\u01b0\u1ee3t tr\u1ed9i \u0111\u00e3 l\u00e0m n\u00ean nh\u1eefng \u0111i\u1ec1u t\u1ed1t \u0111\u1eb9p cho kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, nh\u01b0ng \u00edt c\u00e2u chuy\u1ec7n n\u00e0o vang d\u1ed9i nh\u01b0 giai tho\u1ea1i t\u1eeb chu\u1ed7i nh\u00e0 h\u00e0ng Sweetgreen.<\/p>\n

      \u0110\u1ec3 \u0111i\u1ec1u h\u00e0nh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh, Sweetgreen thu\u00ea nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i c\u00f3 kinh nghi\u1ec7m nh\u01b0ng l\u1ea1i nhi\u1ec1u \u0111am m\u00ea. M\u1ed9t trong s\u1ed1 nh\u1eefng nh\u00e2n vi\u00ean n\u00e0y \u0111\u00e3 n\u1ea3y ra th\u1ee9 g\u1ecdi l\u00e0 \u201cNh\u1eefng h\u00e0nh \u0111\u1ed9ng ng\u1eabu nhi\u00ean c\u1ee7a s\u1ef1 ng\u1ecdt ng\u00e0o\u201d. Ban \u0111\u1ea7u, \u00fd t\u01b0\u1edfng n\u00e0y c\u00f3 v\u1ebb ng\u1edb ng\u1ea9n, nh\u01b0ng b\u1ea1n s\u1ebd th\u1ea5y n\u00f3 \u0111\u01b0\u1ee3c c\u1ee7ng c\u1ed1 b\u1eb1ng nghi\u00ean c\u1ee9u t\u00e2m l\u00fd h\u1ecdc v\u00e0 tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng tr\u01b0\u1eddng h\u1ee3p \u0111\u00e1ng nh\u1edb nh\u1ea5t m\u1ecdi th\u1eddi \u0111\u1ea1i.<\/p>\n

      M\u1ed9t nh\u00f3m trong c\u00f4ng ty \u0111\u00e3 ra ngo\u00e0i \u0111\u01b0\u1eddng, ph\u00e1t ng\u1eabu nhi\u00ean th\u1ebb qu\u00e0 t\u1eb7ng theo c\u00e1ch t\u1ed1t l\u00e0nh. Khi tr\u1eddi m\u01b0a, h\u1ecd s\u1ebd ph\u1ee7 m\u1ed9t chi\u1ebfc m\u0169 t\u1eafm l\u00ean tr\u00ean y\u00ean xe \u0111\u1ea1p v\u1edbi m\u1ed9t th\u1ebb qu\u00e0 gi\u1eaft b\u00ean d\u01b0\u1edbi. H\u1ecd c\u0169ng g\u00e0i c\u00e1c th\u1ebb d\u01b0\u1edbi k\u00ednh ch\u1eafn gi\u00f3 c\u1ee7a \u00f4 t\u00f4 d\u1ecdc theo c\u00e1c v\u00e9 ph\u1ea1t vi ph\u1ea1m nh\u01b0 c\u00e1ch \u201cb\u00f9 \u0111\u1eafp\u201d cho ch\u1ee7 xe khi quay l\u1ea1i nh\u1eadn ph\u1ea1t.<\/p>\n

      \"Th\u1ebb<\/p>\n

      Ai n\u1ee1 t\u1eeb ch\u1ed1i t\u1ea5m th\u1ebb qu\u00e0 t\u1eb7ng \u0111\u00e1ng y\u00eau n\u00e0y?<\/p>\n<\/div>\n

      Nh\u1eefng h\u00e0nh \u0111\u1ed9ng ng\u1eabu nhi\u00ean c\u1ee7a s\u1ef1 t\u1eed t\u1ebf c\u00f3 th\u1ec3 r\u1ea5t th\u1ea7m l\u1eb7ng, nh\u01b0ng s\u1ef1 t\u1ed1t l\u00e0nh thu\u1ea7n khi\u1ebft th\u1ec3 hi\u1ec7n qua ho\u1ea1t \u0111\u1ed9ng kinh doanh n\u00e0y g\u00e2y n\u00ean hi\u1ec7u \u1ee9ng t\u00e2m l\u00fd trong kh\u00e1ch h\u00e0ng, t\u1ea1o ra c\u1ea3m gi\u00e1c t\u01b0\u01a1ng h\u1ed7 \u0111\u1ed1i v\u1edbi c\u00e1c giao d\u1ecbch t\u01b0\u01a1ng lai c\u1ee7a h\u1ecd v\u1edbi doanh nghi\u1ec7p. Ph\u01b0\u01a1ng ph\u00e1p c\u1ee7a Sweetgreen \u0111\u00e3 gi\u00fap t\u0103ng doanh s\u1ed1, cho th\u1ea5y m\u1ed9t c\u00e2u chuy\u1ec7n th\u00e0nh c\u00f4ng v\u1ec1 l\u1ee3i nhu\u1eadn tr\u00ean \u0111\u1ea7u t\u01b0 t\u1ed1t c\u1ee7a h\u1ecd: Doanh nghi\u1ec7p t\u0103ng tr\u01b0\u1edfng 300% m\u1ed7i n\u0103m k\u1ec3 t\u1eeb khi b\u1eaft \u0111\u1ea7u v\u1edbi doanh thu hi\u1ec7n nay l\u00ean t\u1edbi 10 \u0111\u1ebfn 15 tri\u1ec7u USD. Th\u1eadt kh\u00f3 \u0111\u1ec3 kh\u00f4ng c\u1ea3m th\u1ea5y y\u00eau m\u1ebfn Sweetgreen v\u00e0 h\u00e0nh \u0111\u1ed9ng \u0111\u1ea7y ng\u1ecdt ng\u00e0o c\u1ee7a h\u1ecd trong vi\u1ec7c t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n

      T\u1eeb vi\u1ec7c duy tr\u00ec kh\u00e1ch h\u00e0ng c\u0169 \u0111\u1ebfn thu th\u1eadp kh\u00e1ch h\u00e0ng m\u1edbi, \u0111i\u1ec1u m\u00e0 b\u1ea1n kh\u00f4ng n\u00ean \u0111\u00e1nh gi\u00e1 l\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c c\u00e1 nh\u00e2n h\u00f3a.<\/p>\n

      C\u00e1 nh\u00e2n h\u00f3a nh\u00ecn t\u1eeb t\u00e2m l\u00fd h\u1ecdc<\/h3>\n

      Khi \u0111\u1ec1 c\u1eadp \u0111\u1ebfn d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3, nh\u1eefng thay \u0111\u1ed5i nh\u1ecf ho\u00e0n to\u00e0n c\u00f3 kh\u1ea3 n\u0103ng \u0111em l\u1ea1i t\u00e1c \u0111\u1ed9ng l\u1edbn. Khi\u1ebfn cho kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n c\u1ea3m th\u1ea5y h\u1ecd \u0111\u00e3 c\u00f3 s\u1ef1 l\u1ef1a ch\u1ecdn \u0111\u00fang \u0111\u1eafn, c\u1ea3 tr\u01b0\u1edbc v\u00e0 sau khi mua h\u00e0ng, l\u00e0 m\u1ed9t ch\u1eb7ng \u0111\u01b0\u1eddng d\u00e0i \u0111\u1ec3 ph\u00e1t tri\u1ec3n m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng \u2013 doanh nghi\u1ec7p. V\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y, c\u00f3 r\u1ea5t nhi\u1ec1u th\u1ee9 \u0111\u1ec3 h\u1ecdc h\u1ecfi t\u1eeb nh\u1eefng ng\u01b0\u1eddi ph\u1ee5c v\u1ee5, \u0111\u00e2y l\u00e0 v\u1ecb tr\u00ed th\u01b0\u1eddng xuy\u00ean t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng. Nghi\u00ean c\u1ee9u \u0111\u00e3 ph\u00e1t hi\u1ec7n ra r\u1eb1ng c\u00e1c h\u00e0nh \u0111\u1ed9ng sau mua c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng r\u1ea5t l\u1edbn \u0111\u1ebfn nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 d\u1ecbch v\u1ee5 v\u00e0 c\u1ea3 s\u1ed1 ti\u1ec1n tip h\u1ecd \u0111\u1ec3 l\u1ea1i.<\/p>\n

      S\u1ee9c m\u1ea1nh \u0111\u1ea7y thuy\u1ebft ph\u1ee5c mang t\u00ean \u201ck\u1eb9o b\u1ea1c h\u00e0\u201d<\/h3>\n

      Trong s\u1ed1 t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec m\u00e0 ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 c\u00f3 th\u1ec3 l\u00e0m \u0111\u1ec3 t\u0103ng ti\u1ec1n tip, b\u1ea1n ngh\u0129 t\u1ea7m quan tr\u1ecdng \u0111\u1ed1i v\u1edbi d\u1ea5u hi\u1ec7u cho th\u1ea5y b\u1ed3i b\u00e0n s\u1ebd \u0111\u01b0a k\u1eb9o b\u1ea1c h\u00e0 cho kh\u00e1ch h\u00e0ng \u1edf m\u1ee9c n\u00e0o? \u0110\u00e1ng ng\u1ea1c nhi\u00ean, m\u1ed9t h\u00e0nh \u0111\u1ed9ng \u0111\u01a1n gi\u1ea3n nh\u01b0 \u0111\u01b0a k\u1eb9o b\u1ea1c h\u00e0 cho kh\u00e1ch sau b\u1eefa \u0103n ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 t\u0103ng s\u1ed1 ti\u1ec1n tip l\u00ean 23%. Trong m\u1ed9t nghi\u00ean c\u1ee9u ph\u00e1t h\u00e0nh b\u1edfi Journal of Applied Social Psychology, c\u00e1c nh\u00e0 khoa h\u1ecdc \u0111\u00e3 chia ng\u01b0\u1eddi tham gia th\u00e0nh 2 nh\u00f3m l\u1edbn: 1 nh\u00f3m kh\u00f4ng nh\u1eadn \u0111\u01b0\u1ee3c k\u1eb9o b\u1ea1c h\u00e0 sau b\u1eefa \u0103n, g\u1ecdi l\u00e0 nh\u00f3m \u0111\u1ed1i ch\u1ee9ng, m\u00e0 nh\u00f3m kia \u0111\u01b0\u1ee3c chia th\u00e0nh 3 nh\u00f3m nh\u1ecf v\u1edbi s\u1ef1 kh\u00e1c nhau trong c\u00e1ch th\u1ee9c ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 mang k\u1eb9o b\u1ea1c h\u00e0 sau b\u1eefa \u0103n cho kh\u00e1ch h\u00e0ng \u0111\u1ec3 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 trong vi\u1ec7c c\u1ea3i thi\u1ec7n s\u1ed1 ti\u1ec1n tip.<\/p>\n

      Nh\u1eefng vi\u00ean k\u1eb9o b\u1ea1c h\u00e0 \"nh\u1ecf m\u00e0 c\u00f3 v\u00f5\"<\/p>\n

      Nh\u1eefng vi\u00ean k\u1eb9o b\u1ea1c h\u00e0 \u201cnh\u1ecf m\u00e0 c\u00f3 v\u00f5\u201d<\/p>\n<\/div>\n

      K\u1ebft qu\u1ea3 kh\u00e1 b\u1ea5t ng\u1edd:<\/p>\n

      Nh\u1eefng ng\u01b0\u1eddi ph\u1ee5c c\u1ee5 c\u1ee7a nh\u00f3m nghi\u00ean c\u1ee9u \u0111\u1ea7u ti\u00ean \u0111\u00e3 \u0111em k\u1eb9o b\u1ea1c h\u00e0 c\u00f9ng l\u00fac ti\u1ebfn h\u00e0nh x\u00e1c nh\u1eadn thanh to\u00e1n, nh\u01b0ng kh\u00f4ng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn b\u1ea1c h\u00e0 tr\u01b0\u1edbc \u0111\u00f3. \u0110i\u1ec1u n\u00e0y t\u0103ng ti\u1ec1n tip kho\u1ea3ng 3% so v\u1edbi nh\u00f3m \u0111\u1ed1i ch\u1ee9ng. Nh\u00f3m th\u1ee9 hai c\u00f3 ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 mang theo m\u1ed7i ng\u01b0\u1eddi 2 chi\u1ebfc k\u1eb9o b\u1ea1c h\u00e0 b\u1eb1ng tay (t\u00e1ch bi\u1ec7t kh\u1ecfi h\u00f3a \u0111\u01a1n), v\u00e0 sau \u0111\u00f3 \u0111\u1ec1 c\u1eadp: \u201cC\u00f3 ai mu\u1ed1n nh\u1eadn k\u1eb9o b\u1ea1c h\u00e0 tr\u01b0\u1edbc khi \u0111i kh\u00f4ng \u1ea1?\u201d \u0110i\u1ec1u n\u00e0y \u0111\u00e3 l\u00e0m t\u0103ng ti\u1ec1n tip kho\u1ea3ng 14% so v\u1edbi nh\u00f3m \u0111\u1ed1i ch\u1ee9ng. \u0110\u1ed1i v\u1edbi nh\u00f3m cu\u1ed1i c\u00f9ng, c\u00f3 ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 mang h\u00f3a \u0111\u01a1n k\u00e8m theo m\u1ed9t \u00edt k\u1eb9o b\u1ea1c h\u00e0. M\u1ed9t th\u1eddi gian ng\u1eafn sau, ng\u01b0\u1eddi n\u00e0y quay l\u1ea1i v\u1edbi m\u1ed9t v\u00e0i lo\u1ea1i b\u1ea1c h\u00e0 kh\u00e1c, cho kh\u00e1ch h\u00e0ng th\u1ea5y r\u1eb1ng h\u1ecd \u0111\u00e3 mang ra nhi\u1ec1u l\u1ef1a ch\u1ecdn h\u01a1n, trong tr\u01b0\u1eddng h\u1ee3p kh\u00e1ch h\u00e0ng mu\u1ed1n nhi\u1ec1u h\u01a1n. Trong ki\u1ec3m nghi\u1ec7m th\u1ee9 3, nh\u1eefng ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 \u0111\u00e3 \u0111\u01b0\u1ee3c nh\u1eadn s\u1ed1 ti\u1ec1n tip nhi\u1ec1u h\u01a1n 23% so v\u1edbi ng\u01b0\u1eddi \u0111\u1ed3ng nghi\u1ec7p \u1edf nh\u00f3m \u0111\u1ed1i ch\u1ee9ng.<\/p>\n

      Tho\u1ea1t nh\u00ecn, hai nh\u00f3m cu\u1ed1i c\u00f9ng c\u00f3 v\u1ebb r\u1ea5t gi\u1ed1ng nhau: M\u1ed7i ng\u01b0\u1eddi mang ra 2 chi\u1ebfc k\u1eb9o b\u1ea1c h\u00e0, v\u00e0 trong m\u1ed7i tr\u01b0\u1eddng h\u1ee3p ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 \u0111\u1ec1u \u0111\u1ec1 c\u1eadp \u0111\u1ebfn c\u00e1c lo\u1ea1i b\u1ea1c h\u00e0. V\u1eady, \u0111i\u1ec1u g\u00ec l\u00e0m n\u00ean 9% ti\u1ec1n tip kh\u00e1c bi\u1ec7t n\u00e0y?<\/p>\n

      S\u1ef1 c\u00e1 nh\u00e2n h\u00f3a c\u00f3 th\u1ec3 l\u00e0m n\u00ean l\u00f2ng trung th\u00e0nh b\u1ec1n v\u1eefng<\/h3>\n

      Trong b\u1ea3n ki\u1ec3m tra th\u1ee9 3, \u0111i\u1ec3m kh\u00e1c bi\u1ec7t \u0111\u00e1ng ch\u00fa \u00fd l\u00e0 ng\u01b0\u1eddi ph\u1ee5c v\u1ee5 \u0111\u00e3 mang ra lo\u1ea1t k\u1eb9o m\u1edbi sau khi \u0111\u00e3 \u0111\u01b0a cho kh\u00e1ch h\u00e0ng l\u1ea7n 1 v\u00e0 nh\u1eafc \u0111\u1ebfn \u0111\u00f3 nh\u01b0 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ed9ng th\u00eam v\u00e0o.<\/p>\n

      C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u k\u1ebft lu\u1eadn r\u1eb1ng kh\u00eda c\u1ea1nh c\u00e1 nh\u00e2n ho\u00e1 n\u00e0y l\u00e0 ch\u1ea5t x\u00fac t\u00e1c cho s\u1ed1 ti\u1ec1n tip gia t\u0103ng. Vi\u1ec7c theo d\u00f5i sau mua n\u00e0y xu\u1ea5t hi\u1ec7n nh\u01b0 m\u1ed1i quan t\u00e2m th\u1ef1c s\u1ef1 c\u1ee7a kh\u00e1ch h\u00e0ng, khuy\u1ebfn kh\u00edch k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng s\u00e2u h\u01a1n nhi\u1ec1u so v\u1edbi b\u1ea1n ngh\u0129. Ph\u01b0\u01a1ng ti\u1ec7n \u0111\u1ec3 t\u1ea1o c\u00e1c lo\u1ea1i k\u1ebft n\u1ed1i n\u00e0y r\u1ea5t s\u1eb5n \u1edf nhi\u1ec1u doanh nghi\u1ec7p, ngay c\u1ea3 khi th\u01b0\u01a1ng hi\u1ec7u ho\u1ea1t \u0111\u1ed9ng b\u00ean ngo\u00e0i l\u0129nh v\u1ef1c nh\u00e0 h\u00e0ng. \u0110\u00f3 l\u00e0 y\u1ebfu t\u1ed1 b\u1ea5t ng\u1edd v\u1ec1 s\u1ef1 s\u1eb5n l\u00f2ng c\u1ee7a ng\u01b0\u1eddi b\u1ed3i b\u00e0n trong khi theo d\u00f5i vi\u1ec7c mua h\u00e0ng khi\u1ebfn kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y h\u00e0i l\u00f2ng.<\/p>\n

      Kh\u00f4ng d\u1ec5 \u0111\u1ec3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi ng\u00e2n s\u00e1ch nh\u1ecf, h\u00e3y d\u00e0nh th\u1eddi gian t\u1ea1o tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n cho kh\u00e1ch h\u00e0ng v\u00e0 g\u00e2y ng\u1ea1c nhi\u00ean cho h\u1ecd m\u1ed9t c\u00e1ch kh\u00e9o l\u00e9o m\u00e0 kh\u00f4ng ti\u00eau ti\u1ec1n \u201cvung tay qu\u00e1 tr\u00e1n\u201d.<\/p>\n

      Ngu\u1ed3n: Help Scout<\/em><\/p>\n

      B\u00e0i li\u00ean quan:<\/em><\/p>\n

        \n
      • N\u1ed9i dung tr\u1ef1c quan: S\u1ee9c m\u1ea1nh x\u00e9t tr\u00ean kh\u00eda c\u1ea1nh t\u00e2m l\u00fd<\/em><\/li>\n
      • Marketing d\u1ef1a tr\u00ean n\u1ed7i s\u1ee3 h\u00e3i: Con dao hai l\u01b0\u1ee1i c\u1ea7n \u0111\u01b0\u1ee3c ch\u1ebf ng\u1ef1<\/em><\/li>\n
      • Ti\u1ebfp th\u1ecb b\u1eb1ng bi\u1ec3u t\u01b0\u1ee3ng c\u1ea3m x\u00fac<\/em><\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

        Khi kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c c\u00f4ng ty h\u1ed7 tr\u1ee3 nhi\u1ec7t t\u00ecnh, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng quay tr\u1edf l\u1ea1i nhi\u1ec1u h\u01a1n. Nhi\u1ec1u nghi\u00ean c\u1ee9u cho th\u1ea5y, \u0111\u1ec3 chuy\u1ec3n \u0111\u1ed5i th\u00e0nh c\u00f4ng m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi, b\u1ea1n s\u1ebd t\u1ed1n chi ph\u00ed g\u1ea5p 6 \u0111\u1ebfn 7 l\u1ea7n so v\u1edbi vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i. B\u00ean c\u1ea1nh \u0111\u00f3, vi\u1ec7c c\u00f4ng ty c\u00f3 tr\u1edf n\u00ean v\u01b0\u1ee3t tr\u1ed9i hay kh\u00f4ng so v\u1edbi \u0111\u1ed1i th\u1ee7 t\u00f9y thu\u1ed9c v\u00e0o s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng m\u00e0 b\u1ea1n c\u00f3.<\/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\/52964"}],"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=52964"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/52964\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=52964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=52964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=52964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}