TAP Cll CONG TllirdNG
TAI CAU TRtJC QUY TRINH NGHIEP VU KHI TRIEN KHAI CAC DlJ AN CONG NGHE
VE QUAN LY QUAN HE KHACH HANG TRONG DOANH NGHIEP
• BUI QUANG TRacJNG
TOM TAT:
Bai \iet tap trung \:"iy difng cac khung Iy thuyet v^ tai thie't quy trinh nghiep vu, cac ly Ihuyet \ e quan ly dif an cong nghe thong tin, cac ly thuyet ve quan ly quan he khdch hhng. Tren c(J s(f ly thuyet. bai viet du'a ra cac luan cu" phan tich nhiJng khia canh, nhu": ihdc trang, ldi ich, xu hifdng phat trien cua viec tdi thiet quy trinh nghidp vu trong cac dd an cong nghe vl hoat dong quan lv quan he khach hang. Can ci? vao cac ket qud phan tich, b5i vie't difa ra mpt nhom bao gom 4 kien nghi vc \ iec tai thiet quy trinh nghiep vu trong cac dy an cong nghe ve hoat dpng quan ly quan he khdch hang.
Tiif khda: Tai ihiet quy trinh nghiep vu, quan ly dif an cong nghe, quan ly quan h$
khach hani!
1. Dat vSn de
\ .11 tro Clia khach hang va nhifng \a'n de lien quan de'n qudn h' quan he khdch hang luon difpc cdc doanh nghiep chii trpng va dat len hang dau.
Win dc quan K' cdc du" an cdng nghe de van dung cong nghe \ a o hd trd cho hoat ddng quan IV khdch hang dang difdc ra't nhieu cac to ehd'c quan tam. De difa cdc dif an cong nghe di du'de den \di thanh cdng phai di/a tren nen tang cd ban va quan trpng dd chinh la cac quy trinh \a nghiep \u trong quan ly. Dd'i \6'i ITnh \u'c quan ]\ quan he khach hang, dc dap ii'ng du'de nhifng nhu cau \a ddi hdi ngay eang eao va chuyen nghiep tif phia khach hang, khdng the khong thifc ihi cdc giai phdp cdng nghe (cu the la cac
6ii dn cong nghe thdng tin). Trong thifc te, nhi^u td chu'c da va dang cd nhieu cac dtf dn cdng nghS lien quan de'n quan ly quan he khdch hang. Tuy nhien, cdc dif an nay van cdn thie'u sif bai bdn va tinh chuyen nghiep. do vay hieu qua chifa cao, chu'a ddp ii'ng du'de nguyen vpng cua to chiJc ve Slf am hieu va se chia vdi khdch hang, chifa lam thda man difdc si/ ky vpng va nhu cau cua khach hang. Bai vie't de cap de'n mpt so' van de ve quy trinh nghiep vu trong viec quan 1^ cac dif dn cong nghe lien quan de'n boat dpng quan ly quan he khach hang, ddng thdi du'a ra mpt so kie'n nghi ve viec tdi thie't lap quy trinh nghiep vu phu hdp vdi viec quan ly cacdu" an cdng nghe ve quan !y quan he khdch hang
266 So 8 - Thdng 4/2020
QtlAN TRj-QUAN IY
II. ca sd ly luSn v4 tdi thie't quy trinh nghiep vy trong quan ly cac di/an cfing ngh^ v l quan h' quan h^ khach hang
2.1. Cusdly lugn ve tdi thiet quy trinh nghiep Tdi thie't quy trinh nghiep vu la mot ehien lifdc quan iy kinh doanh, tap trung vao phan tieh va Ihifi'l kc'quy trinh cong vi6c v:i quy trinh kinh doanh trong mpl to ehd'c, nh^m muc dich giup eac t^ chiJc cd ca'u lai ve cdban cdch hp lam viec de c;ii Ihidn ddng ke dich vu khdch bang, cii giam chi phi boat dpng va nang cao khd nang canh iranh. Tdi thie't quy trinh nghiep vu tim cdch giup cdc td' chdc tdi ca'u triic triel de bdng each tap irung vao ddi mdi nen tdng eua quy trinh kinh doanh cua ho, Theo Thomas Davenport, mot quy trinh kinh doanh la mot tap hdp cdc nhiem vu logic cd lien quan d6'n nhau difdc thifc hien de dat difdc ke't qud kinh doanh nhif mong mud'n. Tdi thiel quy trinh nghiep vu tap trung toan dien vao L'iic muc tieu kinh doanh va each cde quy trinh lidn quan de'n chiing, khuyd'n khich sif dd'i mdi cd hidu qua va vide to'i inj hda quy trinh nghiep vu kinh doanh mdi.
Tai thid't quy irinh nghiep vu cdn du'de goi la thid't ke'lai quy trinh nghiep vu kinh doanh, chuyen ddi nghidp vu kinh doanh hode quan ly thay dot quy trinh kinh doanh. Tai thid't quy trinh nghiep vu b^t dau bang vide danb gid cdc muc tieu chie'n lifdc Clia td ehd'c va nhu cdu ciaa khdch hang: tap trung vJio eac quy trinh kinh doanh cua td chde, cdc bu'dc vfl quy trinh chi phd'i cdch sif dung tai nguyen de' Iao ra cdc san pham va dich vu ddp dng nhu cau cua khdch hang boac thi trifdng cu tbe\
2.2. Cdsdly lugn ve qudn ly dU dn cong nghe thdng tin
Quan ly dif an la viec dp dung cdc kie'n thu'c.
W niing, cdng cu va ky thuat trong cac boat dpng Clia dl/ dn dd' ddp u'ng cdc yeu cau ciia dif dn da ghi trong ke'hoaeh.
Dif an cdng nghe thong tin va phd t trien phan mem ngoai nhifng dac diem chung cua dy dn cdn c6 nhifng ddc die'm ridng cua CNTT nhu" sau: (1) Phdt trie'n nhanh eac ydu cau ky nghe phan mdm.
phan lich. thiel ke. cai dat. Xu the ngay nay da chuydn dan id da lieu thuan nhS't sang diJ lieu khdng thuan nha't, ty he thd'ng cdc mdy ldn sang nuii tru'dng mang. ty lap trinh luan ty sang lap trinh phdn tan, hifdng dd'i tu'dng. edc he thd'ng thu
dpng sang chli ddng: (2) So Iifdng ddng ldnh ldn vdi quy md ty 10.000 dd'n 100.000 dong ldnh (SLOC- Source Line Of Code, hoae KSLOC=
1000 SLOC) vdi nhieu thanh \ien tham gia: (3) Dy an da du'de phan thanh nhieu loai rat nhd (I lap trinh vien, 1 thdng vdi 500 SLOC) den cyc Idn (Irdn 500 lap trinh vien. thdi gian ty5 dd'n 10 nam vdi sd'ddng lenh de'n tren KSLOC). Dy dn cang Idn th) kha nang ihanh cdng cang nhd: (4) Viec xay dyng phan mem cd nhifng dac thu ridng nhif khdng nhin tha'y difde. khd \ac dinh the' nao Id
"xong". dp phtfc tap ldn. dac biet la dc bi Ihay ddi; (5) Dp do Clia dya n khdng phai luc nao cfing dddc dinh lu'dng. Vidu: mtfc dp khd kh3n ciia bai todn. dp rd rang cija cdc }du cau..,. Cac ddc lu'dng xde dinh chung mang nang iinh chu quan; (6) Cac so' lieu dinh lu'dng nhif so lu'dng gid lam vide cila cac thanh vien. so' ddng lenh, sd md-dun lao difng. so'gid may tinh. sd'ca kicm thif ihyc hidn.
sd ldi mac phai. so' trang lai lieu da difpc viOl.
vie'l Ihdc hien ke hoaeh. so' lu'dng cdc thay ddi...
cung phan dnh difdc phdn nao lie'n dp hoae l)nh trang ctia dy an.
Thdng thifdng, cdc dd dn cdng nghe ihdng lin ddde trien kbai qua 6 giai doan: (1) Hoaeh dmh ehid'n lu'dc dng dung CNTT: (2) Xay dyng md hinh nghiep vu va quy trinh nghiep vu{ Business Model and Business Process): (3l Thie'l ke' md hinh dng dung CNTT: (4| Xa\ dyng giai phdp dng dung CNTT: (5) KiC-'m tbd. cai dat. dao lao. van banh va kbai thdc he tho'ng: (6) Ddnh gid hidu qua, xem xci nhu cdu mdi. dda ra yeu eau dieu chinh,
2.3. Cffsd ly lugn ve quan ly quan h$ khdch hdng
Theo ly thuyd't markeling. quan ly quan he khach bang (Cusiomer Relationship Managemeni - CRM) la mdt he thd'ng nhdng quy trinh hd ird md'i quan he khdch hang trong suo'l vdng ddi kinb doanh. nham dat dddc muc tieu chinh la thu hiit khdch hang mdi \a phdt trien khdch hang sdn cd.
Dya vao khdi mem nay. he tho'ng CRM bao gom 4 ye'u td'. gdm: Ca'u true td chde la'y khdch hang lam trung tam: Cac quy trinh kinh doanh; Cdc n2uvdn tde trong dich vu hd Ird khdeh bang: Phan mem hd trd.
Theo lv thuye't \ e quan trj chien lifdc kinh doanh. CRM ta mdt chie'n Iddc kinh doanh difdc thid't ke'de nang cao ldi nhuan, doanh thu \a su'hdi Idni: cua khdch hang. Dya iren khdi nidm nay
So 8-Thang 4/2020 267
TAP Cll cgae m m
CRM bao gdm: Phan mem hd ird: Cac dich vu hd trd khach hang: Cdc phifdng thdc kinh doanh nham gia ldng Idi nhuan. doanh thu.
CRM cung difdc hieu la mdt chie'n lifdc kinh doanh quy md toan td chdc. doanh nghidp. chung difde ihie't ke' nhdm lam giam chi phi \a tang tdi nhuan bdng each cung cd' ldng trung thanb cua khdch hang. CRM giiip cde td chdc, doanh nghiep SLf dung hidu qua ngudn nhan lyc. cdc qu\ trinh va bieu tha'u ldi ich cua cdng nghd dd'i \di vide gia tang khdch hang.
Mpl he thd'ng quan l\ quan be khdch hang Ihddng cd quy trinh nghidp vu gdm cdc chtfc nang cd ban sau day: bdn hang, marketing, hd trd dicb vu vd hd trd duy tri khdch hang cung cdc chu'dng trinh khuyd'n mai.
III. Thyc trang va xu hUdng cila tai thid't quy trinh nghidp vu khi tridn khai cac dy an cfing ngh^ vd quan ly quan hd khach hang
3.1. ThUc trgng trien khai cdc dtfdn cdng nghe ve qudn ly quan h$ khdeh hdng
Thtfc le' cho iba'y. nhieu doanh nghiep da cd nhdng ke'i qua bddc dau ra't kha quan trong inen khai cdc dy an cdng nghe ve quan ly quan he khdeh hang. Nhd vide kbai thdc td't ha tang cdng nghe ma nhicu doanh nghiep da hoan thien difpc he ihd'ng CRM cua minh. giup cho viec quan l> va cung cd'p dich vu nhanh gon hdn. thda man ydu cau ngay cang cao cua khach hang. Quy trinh kmh doanh ddpc ddng bd hda. td'i uu hda va ke't hdp hai hda vdi vide thyc thi CRM tao ndn dtfdc stf linh boat sd tifdng thich trong cdc hoat ddng dieu hanh.
qudn 1\ cua doanh nghidp. Dieu dem lai thanh cdng Clia cdc doanh nghiep khi trien khai cac dd an cdng nghe vc quan ty quan he khach hang dd la vice xdc dinh va xa\ dyng dddc ehid'n ttfdc ra't rd rang, biii ban. logic tao nen mpt chuoi cdc dtf dn ndi lie'p .xuyen sud'l trong loan doanh nghiep. Cdc chie'n lifdc ddpc dtfa ra ludn luon gdn ke't vdi viec ihie'l lap cd ca'u phat trien \ a dieu hdnh ciia doanh nghidp, \ac tap rd rang \ iee dau ttf cho CRM dam bao dtfde sif hai hda vd chidn Itfdc. quy trinh. td chtfc. cdng nghd thdng tin va eon ngddi,
Tuy nhien. cung cdn nhieu ban chd' trong kbi trien khai cdc dtf dn cdng nghd ve quan ly quan he khdch hang. Van de dau lien de'n td nhan thdc cua doanh nghiep \ e CRM cdn thie'u chtfa rd rang, dan den xde dinh sai hu.K khdng rd rang cho cdc muc tidu cua CRM, Ticp ddn la \ iec phanbd'. khai thae
\a si^dungcdc ngudn lyc nhacon ngifdi, taichinh, cdng nghe, cho cde dy dn cdng nghe ve CRM ihid'u sy chu dpng. thieu dmh Itfdng. khd kid'm sodt.
Nhieu doanh nghidp cho rang, CRM phai tap irung vao vide tim kie'm, lya chpn, xa\ dtfng \a duy Irt mdi quan hd vdi khdeh hang la cdng \ idc cua chi rieng bd phan kinh doanh. Dieu nay da d5n dd'n nhffng sai 15m nhtf thie'u tinh ddng bp. thie'u sy lan tda, thie'u sd itfdng tac. thie'u quy irinh chua'n trong trien khai va dp dung cdc dd an \ c CRMchotoSn doanh nghiep. Mdt khac. nhieu doanh nghidp qud chu trpng vao khau cdng nghe \a chien ltf0c, mil da quen di nghidp vu dinh vi vi tri trung tdm cua khdch bang. Mdt so'doanh nghiep khde lai qud vpi vdng, ihid'u quy trinh nghidp vu trong qud trinh trien khai dtfdn edng nghe vl CRM. Mpt sd khde lai trien khai edc dy dn vl CRM vdi quy tnnh manh mun, mang linh ch^p vd, thie'u sy logic gay kho khan cbo vide phue vu khach hang sau n^y.
chtfa dem lal thanb cdng cho doanh nghidp tihd mong dpi, Tham chi, khi CRM dl vao boat dpng cdn gay ra nhieu trd ngai dd'i vdi khach hang trong viec tid'p can nhffng thdng tin tff phia doanh nghi?p, khdng nhan dddc nhffng san pha'm va dich vu nhi(
ky vpng.
3.2. Xu hifdng tdi thiet quy tnnh nghi$p vp khi trid'n khai cdc dU dn cdng ngh^ vi quan ly quan /ip khdch hdng
Vide gia tang cdc gid Iri cho khdch hang v^
nhtfng gl lien quan de'n khdch hang luon dddc cdc id chtfc ra'l coi trong va nd lyc thyc thi. Vdi vai tr6 til trung tam, d vi tri nay, khdch hang kbdng chi til thanh phan yeu eau va stf dung san pham hoic djeh vu ma edn la do'i ttfdng trung gian kd't ndi, lao ra sy tifdng tae giffa eae td chtfc cung ca'p cdc ain pham dich vu xoay quanh minh. Va'n de ddt ra dfii vdi td chtfc la vide se stf dung cdng nghe gi de tdm thoa man dtfdc khach hang va nhffng nhu cau cila hp. Ben canh do, td chtfc pbai nam bdt dtf^c vi^c van dung cdng nghd ra lam sao. hieu quS dem lal nhu"the'nao? Lue nay de giai bai todn quan ly quan he kbdcb bang, td chtfc bdt budc phai ke't hdp vdi bai todn quan ty eacdy dn cdng nghd va dSycOng ta xu htfdng chinh trong tu'dng lal. Quan ly cac dif an edng nghd se phai ldm mem va gdn bd vdi quy trinb nghiep vu eua quan ly quan he khach hdng.
Nhffng edng nghe mdl nhu" Big Dala, loT, Machine Learning, Blockchain \a AI sd ludn luon la nhffng lifa chon hang diiu difdc Idni; ghep vdo cdc quy
268 So 8 - Thang 4/2020
QUANTBI-QUANLY
irinh nghidp vu quan ly quan he khach hang thdng qua ho^i dpng quan ly dd an cdng nghd dd' hd trd CRM chu dpng hdn trong viec nam bat, kiem sodt, khai thdc cac dff lieu vl khdch hang, tang etfdng djch vu chdm sdc khdch hang, cung cd' stf hai long Clia khdch hdng, nghien etfu, phan tich ro hdn hanh vi. tSm ly cua khdch hang, ddng thdi tid'n hanb phdn dch, dtf dodn va dtfa ra cdc tff va'n hd trd cho klidch hdng. Ddc bidt hdn, khi cdc cdng nghe tren du'yc phdt trien trdn nen tang su" dung djch vu cua di^n todn dam may se mang lai nhilu sy cai tie'n trong quy trinh nghiep vu quan ly quan he khach hdngde hddng tdi cdc dich vu quan ty khaeh bang thong minh.
VI. M^t s(Y kid'n nghi tai thie't quy trinh nghidp VM khi trid'n khai cac dy an cong nghd ve quan ly quan h^ khach hang
4.1. Phdn tich guy trinh nghidp vu trong qudn 1$ dtfdn cdng ngh^ ve hogt dgng qudn ly quan hf khdch hdng
Phan tich quy trinh quan ly dy dn cdng nghe va quy trinh quan ly quan hd khdch hdng se dtfa tren vi^c phdc thdo vd minh bach ca hai quy trinh nay.
Dc thyc thi dydc viec phan ticb, ddng thdi de' vide phdn tich dat ke't qua tot thi van dl miiu ehd'l la vi?c phdi xdc djnh dddc eae yd'u Id' e^n phan lich.
Trong thtfc td', hoat ddng phdn tich se didn ra tren mOt sd cdc yd'u to' sau diiy: phan iicb gla trj gla tdng, phan tfch thdi gian. phan lich cha't Itfdng, phdn tich yeu cau, phdn tich rui ro, phan tich tai chinh, phdn tich ve nhan sd, phan tich nhtfng va'n de ve Idideh hdng nhtf; nhu cau, yeu cau, thdi quen, viin hda. Itfa tudi, sd thich, thu nhdp...
Phan tich quy trtnh nghiep vy trong quan ly cdc di/dn cdng nghe ve hoat dpng qudn ly quan he khdch hang la vide can Iam nhdm kich thich sy cai lid'n vd tid'n tdi la chuan boa cdc nghidp vu trong hoat dpng quan ly quan he khdch hang. Sau mdi m^t bddc phan lich, mot so' ihay ddi tde dpng dd'n quy trinh se dddc dtfa ra. Vi vay, vide dtfa ra cdc muc tidu de phan tieh va dich md boat dpng phan tich can htfdng tdi se la ed sd giup qud trinh chua'n h6a hoat ddng quan ly quan he khdch hang dtfdc thdnh cong.
4.2. Cdi tie'n quy trinh nghiep vu trong qudn ly dit an cdng ngh$ ve hogt dgng qudn ly quan he khdch hdng
Van dl cai tid'n quy trinh nghidp vu trong quan ly dtfdn cdng nghe \ e hoat ddng quan ly quan he
khdch hang se la btfdc thtf hai trong hoat ddng tdi thie't. Trong btfdc nay, phai ldm rd dtfde hai vd'n de la hoaeh dinh ehid'n lifdc tfng cung CNTT cho nen tang CRM va xay dyng dffdc md hinh nghiep \LI va quy trinh nghidp vu. Qud trinh cai lie'n se didn radya tren nhffng kd't qua ctia \iec ddnh gid tuan ttf va chinh xdc quy trinh nghiep cua hoat ddng quan ly quan he khdch hdng. Vide danh gla luan ttf cdc hoat ddng, nhu': Ban hdng; Marketing vd dap tfng yeu cau cua ddn hang: Dich vu vii hd ird khdch hang; Duy tri khach hdng va cdc chddng trinb tdn vinh khdch hang trung thdnh ciia CRM, de ttf dd Itfa chpn vd xdc lap xem cdng doan can cai tie'n mpl cdch ehinh xdc cung rd'l khd khdn dd'i vdi hoat ddng boach djnh ehid'n Itfdc dng dung CNTT. Mdl loat ddnh gid sal hodc ihie'u sdt cung rat dd ddn de'n stf tha't bai eiia dy an. Ke' dd'n Id viec xay dyng dddc mo hinh nghidp vu vd quy trinh nghidp vu de' md phdng mdl each ehinh xde CRM dda trdn cde danh gia la mdt thdch thdc ldn, tao ra nhieu riii ro, tham chi cd the lam do vd cd he thd'ng CRM nd'u nhtf khdng tudn thu cdc ke't qua eua vide ddnh gid. Nhieu td chde da bd qua bifdc ddnb gid khi boach djnh ehid'n Itfdc dng dung CNTT. Thay vao dd la irien khai ngay vide xdy dtfng md hinh nghiep vu va quy trinh nghiep cua CRM. Hp quen ma't rang, ke'i qua ctia vide ddnh gid se la cd sd nen tang cho edc bu'dc ke tidp. Vi vay. irong cai tid'n quy trinh nghiep vu trong quan ly dy dn cdng nghd ve boat ddng quan ly quan he khach hang, cdng doan ddnh gid tuan ty vd chinh xac quy trinh nghiep \u cua CRM can phai difdc xem xet. can nhiic that ky lu'dng
4.3. Ddng bg hda quy trinh nghidp vu trong qudn ly dif dn cdng nghe ve hogt dgng qudn ly quan he khdch hdng
Btfdc kd'tie'p cua viec tdi thid't quy trinh nghiep vu irong qudn ly dy an cdng nghe ve hoat dpng quan ly quan he khdeh bang la sffdong bo hda. Sy kd't hdp cua vide ihie't ke md binh va xay dyng giai phdp tfng dung cdng nghe thdng tin cua CRM phai dddc thyc hidn dtfa tren boat ddng lap ban dd quy trinb tfng dung CNTT \a dd'i ehieu quy trinh ffng duna CNTT cua CRM. Sau khi hoaeh dinh chie'n Itfde^tfng dung CNTT cho nen tang CRM va xay dtfng dtfdc mo hlnh nghidp vu va quy trinh nghiep vu cho nen tang na\. cdng \idc tid'p theo can ldm id dnh xa quy trinh ndy ldn ban dd quy trinh dng dung CNTT de so sdnh va dd'i chid'u. Cdng viC-c
So 8^ Thang 4/2020 269
TAP Cll C0N6 THUONE
nay se dtfa ra dtfdc cai nhin ly tong the' cua ca quy trinh nghiep vu dng dung CNTT trong quan Iy dy dn cdng nghe cung nhu di dd'n chi tidt tffng tie'n trinh cua ca quy trinh quan 1\' quan he khach hang- Vide chi tidt hda cdc tid'n trinh ciia boat ddng quan ly quan he khdch hang se la cdsd de giai ma. cai tie'n \d hien dai quy trinh ffng dung CNTT trong quan ly dtf dn cdng nghd.
Ddng bd hda cdn la vide lya ehpn chinh xac cac cdng doan trong quy trinh quan t\ quan he khach hdng mang dl tham chie'u vdi quy trinh ffng dung CNTT trong quan iy dy dn cdng nghd nham tim kid'm \a khai thac dtfdc tdi da nhffng diem manh trong ttfng cdng doan cua quy trinh quan ly quan he khdeh hang. Cdng doan lya ehpn quy trinb de ddng bd hda phai dya trdn cdc lidu cbi nhu'sau: Tam anh htfdng cua quy trinh, lam quan trpng cua quy trinh.
hidu qua boat ddng eua quy trinh, tinh khii thi cua quy trinh, kha ndng ffng dung cong nghe ciia quy trinb, kha ndng ttfdng tac cua quy trinh. kha nang hdp tde ciia quy trinh. Cdng doan ddng bd quy trinh sd la mot edng doan dtfdc thtfc hien bdi mpt chuoi cdc cdng viec nhu': Xac lap gia djnh, hinh thanh y Itfdng. danh gid va Itfa chpn y lffdng, cai tid'n va hodn thien cac y tifdng. xac nhan quy trinh mdi.
4.4. Chudn hda quy trinh nghidp vn trong qudn ly dudn cdng nghf ve hogt dgng qudn ly quan hf khdch hdng
Chua'n hda quy trinh nghiep vu trong quan ly dy an cdng nghe ve hoat ddng quan ly quan he khdch bang la edng viec gan nhif khd khdn. phtfc lap \d quan trpng nha't. De thtfc thi dddc va'n de ndy, \ idc lya ehpn cac phifdng phdp thich hdp dd' chuan hda quy trinb nghidp vu trong quan ty cdc dy dn cdng ngtie ve boat ddng quan ty quan he khdch hang phai difde hoaeh dmh mdi edch ti mi \a can
than. Cd ra't nhieu phtfdng phap. tuy nhidn. de lifa chpn ede phtfdng phdp pbii hdp cho ttfng td chiJc nham thtfc thi dtfdc vide chud'n hda nhdm cai id ro rang hidu qua trong boat dpng quan ly quan hd khach hang lai la mot bai todn khd. Trong thtfc te, dd' chuan hda quy trinb nghidp \u trong qudn ly cdc dy an edng nghe ve hoat ddng quan ly quan he khach hang can thyc hidn thdng qua vl^c kd'i hdp cac phffdng phap nhff: Phydng phdp tdi cd'u true, phffdng phap ty ddng hda. phtfdng phdp dp dung cdng nghd de thay ddi vd hodn thi^n quy trinh nghidp vu.
V. Kd't ludin
Trong thye Id', vide ffng dung edng ngh§ hi§n dai vd lien tie'n trong quan ty quan he khdch hdng da gat hdi dtfdc nhieu thanh edng, dem tai dddc nhilu tdi ieh eho cac khdch bdng. Tuy nhidn, sif tid'n hda cua CNTT da tde dpng manh me va d6i hdi cdc hoat dpng qudn ly quan hd khdch hang eiing can phd i ddi mdl mdt edeh tinh hoat de thfch nghi vii dem tai nhilu tidn ich nha't ed the cho khdch hdng. De' cd dtfdc mot be thd'ng qudn I;?
quan he kbdcb bdng ludn linh dpng, ddi mdi, hoal ddng hidu qua, dn dinh va sang tao nh^m laora nhieu gid trj cho khdch hang thi viec ndng cap vd cai lie'n quy trinh nghidp vu trong hoal dpng qu3n ly quan he khdch bang la mdt van de rat dang dtf^c quan tam. Thdng qua vide thu thap, nghidn ctfu.
long hdp va phan tfch, bai vie't da dtfa mpt so gdi y cd ban cho vide tai thie't quy trinh nghipp vu trong quan ty dtfdn edng nghe ve boat dpng qu3n ly quan he khach bang. Nhffng y kie'n nay gidp ddng gdp thdm vao vide tao ra sy lien ke't, hdp tde, phd'i hdp gitfa eac nghidp vu quan ly dtf dn cong nghd vdi quy trinb nghiep vu cua boat dpng qudn ly quan he khaeh hang •
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Ngay nhan bai: 12/3/2020
Ngay phan bi§n danh gia va sii'a chi?a: 22/3/2020 Ngiy cha'p nhan dang bai: 2/4/2020
Tltonglinldcgid:
BUIQllANGTRlfCjNG TrirSng Dai hpc Tht/dng mai
THE RESTRUCTURING OF BUSINESS PROCESSES IN TECHNOLOGY PROJECT AND CUSTOMER RELATIONSHIP MANAGEMENT IN ENTERPRISES
• BUI QUANG TRUONG Thuongmoi University
ABSTRACT:
This paper focuses on building theoretical frameworks for resUTicturing of business processes, theories in technology project management and customer relationship management. Based on the theoretical basis, diis paper provides arguments to analyze aspects such as the status quo, benetlts, development trends of restructuring of business processes in technology project and cu.stomer relationship management, Oiereby presenting 4 recommendations on restructuring of business processes in technology project and customer relationship management.
Keywords: Restructuring of business processes, technology project management, cuslomer relationship management.
So 8 - Tiidng 4/2020 271
