QUANTRj-QUANLV
IfNG DUNG MO HINH C H u 5 l GIA TRI QUAN TRI QUAN HE KHACH HANG
TAI CONG TY TNHH THAI HOA
• IRAN TH! THU HUYEN - HA THANH TU
TOM TAT:
Nghien ctfu nhdm xem xet hieu qud cua vide tfng dung md hinh chudi gid tri quan tri quan be khach hang (Customer Relationship Management - CRM) cua tdc gia Francis Buttle tai Cdng ty TNHH Thdi Hda, ddng thdi chi ra nhtfng ban che' con tdn tai, can phai tap trung khac phuc trong thdi gian tdi. Ke't qua phan tieb trdn mdu khao sat gdm 103 khdch hang ciia Cdng ty TNHH Thai Hda - mpt cdng ty thtfdng mai trong nganh vat ttf vd thie't bi ve sinh. Sau 6 thang ap dung md hinh nay da cho tha'y stf chuyen bid'n tieb ctfc trong ddnh gid cua khdch hdng ve cac gid tri ehao ban. Si/ tang ttfdng ve mdt doanh thu 2 thang dau nam 2019 cung la mdt minh chtfng cho tha'y kha nang tfng dung md binh nay vao cac doanh nghiep thtfdng mai vtfa vd nhd cd hieu qud.
Ttf khda: Chudi gid tri, Cdng ty TNHH Thai Hda, qudn tn quan he khach hdng, tfng dung.
1. Dat vS'n de
Quan tri quan he khach hang tuy khdng mdi me nhu'ng boat ddng nay d ede doanh nghidp vtfa va nhd vdn cdn ra't nhieu ba't cap. Viec trien khai quan tri quan he khdch hang cdn gap nhieu vtfdng mde do ban ehd'dac thd ve nang Itfc tai chinh cOng nhtf trinh dp lao ddng [I]. Viec Itfa chon mdt md hinb phu hdp va cd the thich tfng vdi nhffng ban chd' nay la vd ciing can thid't dd giiip cdc doanh nghiep vtfa vd nhd phat trien vd dtfng vffng trtfdc dp Itfc eanh tranh ngay cang manh me cua giai doan hpi nhap kmh te' quo'c te'. Nghidn ctfu nay danh gid hieu qua tfng dung md hinh chudi gid tri CRM tai Cdng ty TNHH Thdi Hoa vd de xua't mot so' gidi phap de tid'p tue ndng cao hidu qua boat ddng quan tri quan he khdch hang.
2. Do'i ttfdng va phtfdng phap nghidn ctfu Quan tri quan he khach hang ngay nay dffpc ra't nhieu nha quan trj cung nhtf cdc nha nghien ctfu quan tam. Cho dd'n nay dd cd rd't nhieu ly thuyd't khac nhau ve quan tri quan he khdch hang, bao gdm ttf khai niem cho dd'n md hinh va quy tnnh
tfng dung. Trong nghien ctfu nay, tac gia stf dung ly thuyd't ciia nha tif vd'n F. Buttle vdi quan diem trpng tdm cho rang, CRM la mdt chid'n IffPc kinh doanh cd't ldi ke't hdp cdc qud trinh vd chtfc nang ben trong vdi mang Itfdi bdn ngoai, dd tao ra va phan phd'i cdc gia tri tdi khdch hang muc tieu nham dat dtfdc Ipi nhuan ddng thdi dffde dat trdn nen tang cd sd dtf lieu lien quan den khach hang cd gid tn cao vd dffpc hd trp bdi edng nghe thdng tin. Md hinh chudi gia tn CRM ciia F. Butler gdm co 5 hoat ddng chinh: phan tich danh muc khach hang, xdy dffng cd sd dtf lieu khach hdng, phat trien mang Iffdi phuc vu khach bang, phdt tnen gid tri chao ban, quan tri vdng ddi khach hang. Bdn boat dpng bd trd gdm: lanh dao vd van hda td chffc, quy trinh, con ngtfdi, dtf lieu vd cdng nghe thdng tin [2].
(Hinh 1).
Trdn cd sd dd, tdc gia da thtfc hien nghien ctfu djnh tinh bdng cdch phdng vd'n sau ban giam dd'c vd mpt so' nhdn vien de tim hidu thtfc trang boat dpng quan tri quan he khdch hang ma Cdng ty TNHH Thai Hda dang thtfc hien. Sau khi tong hdp
So 9 - T h o n g 5/2019 163
TAP GHi CONG THIfONG
Hint} 1: sa do chudi gia tri CRM ciia Francis Butter
Phan tich danh muc khach hang
Xay dyng CO so di> lieu khacfi hang
Phat tnen mgng lifdi
PhSt t n i n gia tn ch^o ban
Lanh dao va v3n h6a t6 chtrc Quy tnnh Con ngub'i DO" lieu vS c6ng ngh# thong tin
Quan \ In; \ quan vong doh khach
hdng
\ K h a c l K
\ hang
A o i / n h u g n
Ngudn: Francis Buttle, 2009, Customer Relationship Management
cac ke't qua thu difpc, tdc gia tid'p tuc thie't ke'bang hoi vd tid'n hanh phdng vd'n 100 khdch hdng (50 khach hang mua le vd 50 khach hang mua budn) de lam rd hdn nhtfng van de cdn vffdng mac trong quan tri quan he khdch hang cua cdng ty. Ttf nhtfng ke't qua thu dffpc, tdc gia da de xud't mdt so' giai phap de hoan thien quan tri quan he khdch bdng ciia cdng ty. Sau 6 thdng dp dung nhffng giai phdp nay, tac gia tien hdnh phdng va'n 120 khach hdng (60 khach hang mua le va 60 khdch hang mua budn) de tim hieu stf bid'n chuyen trong ddnh gid ciia khdch bang ve eac gia tri chao ban. Kd't hpp vdi nhtfng phdn tich trdn sd lidu ve khach hang vd doanh thu dat dtfpc, tdc gia dtfa ra nhan dinh ve hidu qua btfdc dau dat dtfdc sau kbi cdng ty trien khai thtfc hidn quan tri quan he khdch hdng theo md hlnh chudi gia tri.
Bang 1. So Itfdng, thdnh phdn va cd cdu mdu hai lan khao sdt
cua cdng ty vdi khdch hang mua budn. Nguyen nhdn cua hidn ttfdng nay la do Cdng ty chtfa quan tam dd'n vide phdt tnen mang Itfdi phuc vu khach hdng, thid'u tdp tmng trong viec tim kie'm va thu hiit khach hang mdi eung nhtf it cac boat dpng duy tn long trung thanh ciia khach hang mdt each hidu qua. (Hlnh 2 va 3).
Ke't qua phong vd'n sau ban giam dd'c va nhdn vien lau nam cho thd'y trong md'i quan he vdi khach hang mua le, Cdng ty mdi chi tap trung vdo phdt tridn mang Itfdi phuc vu khach bang vd boat ddng thu hut khach hdng mdi ma chtfa quan tam de'n nhffng nhiem vu khac nhtf xdy dffng cd sd dff lieu, duy tri md'i quan he va phdt trien gia tri khdch hang.
Chinh vi vay, so Iffcfng khdeb hdng mua le cung nhtf doanh thu bdn le mac du tdng ldn ra't kha quan, song ty Id duy tri khdch bang mua le lai v6 cung han che'. Thd'ng kd ddnh gia ciia khach hang vl cdc gid tri chdo ban ciia Cdng ty trdn thang die'm 10 cho tha'y cac gia tri ndy d thdi diem thang 8/2017 deu chi d mtfc trung binh khd. (Bang 2).
Sau 6 thdng bat dau tnen khai tfng dung md hinh chudi gia tri CRM vao boat dpng, Cdng ty da cai thien dtfdc nhtfng ye'u kem trong quan tri quan hd khdeb hang nhff bd sung ed sd dff lieu; xay difng quy trinh giao tiep va lien he vdi khach hang; hoan
D$c diem Kich thudc mau
So ban khao sat thu ve/ phat ra Ty le khach hang mua le/mua buon So phie'u hop le
Do tuoi
Thdi gian giao djch vdi cdng ty
Lin khao sat 1(8/2017) 110 110/110
55/56 100 3 0 - 5 5 1-3 nam
36%
3-5 nam 45%
> 5 nam 19%
Unlchao sat 2 (2/2018) 120 120/120
60/60 103 3 0 - 5 5 1-3 nam 34 95%
3-5 nam 40.78%
>5nam 24.27%
3. Ke't qua nghien ctfu va thao tuan Tinh de'n cud'i thang 8/2018, sff siat giam doanh thu trong ITnh vu'c ban budn eung nhff stf sut gidm ty Id duy tri khach hang trong ITnh vtfc nay phan dnh stf di xud'ng ve cha't Itfpng cdc mo'i quan he
Nguon: Thdng ke dQ lieu nghiin cdu chinh thUc thidn quy trinh hd trd, phuc vu va trd ldi khieu nai khdch hang; day manh phdt trien gia tri cua khach hang mua le bang cac dieh vu stfa chffa va bao hanh dinh ky; thdnh lap eac "nhom mua chung"
danh cho khach hdng mua budn.,
164 So 9-Thang 5/2019
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Hinh 2: Bieu d6 doanti tliu va so lUdng khach hang mua buon cua Cong ty TNHH Thai Hoa giai doan 2014 - 6/2013
- * 1 . > 3 5
"" 30 25 20 15 10 5
T r n
n^iii
2014 281
1^^
201S
Im^m
1 4 2 . 0 0 6 ^
2016 ThJ^igian
" l
1 ^ ^ ^
2017 8/2018 J- 400
350
• 300
• 250 200 - 150
• 100 - 50
1
1
^ ^ J T o n g doanh thu ban
^ ^ s 6 luvng khach hang mua bu6n
Ngudn: Bd phdn Ki'tadn Cong ty TNHH Thdi Hda
Hinh 3: Ty le duy tri khach hang mua le giai doan 2014 - 6/2018
86% 88%
jg
• Ty I? duy trikhachhang
2014 2015 2016 2017 g-18 ThM gian
Ngudn: Bd phdn Ke'toan Cdng ty TNHH Thdi Hda
Bang 2. Ke't qua ddnh gid cdc gid tn ctido bdn cue Cong ty tqi thdi diem thdng 8/2017
(Thang diem 10) Gia tn chao ban cho khach hang
1. Trung thuc ve chat lirpng va nguon goc xuat xil cua san pham 2. Bao hanh trong thdi gian 1 tuan
3. Tra idi phan hoi, khieu nai nhanh chdng 4. Giao hang den tan chan cdng trinh
5. Tu van iua chpn san pham theo thu nhdp, nhu cau cCia l<hach hang 6. Co ddi ngu nhan vien l<y thuat trinh dd cao
7. Khu viJc trung bay rdng, da dang va co nhieu cdng trinh ma'u 8. Thdng tin l<ip thdi den l<hach hang
MQc dd hai Idng cua KH
6 94 6.24 5.78 5.54 5 32 6.18 6 98 6 46 Ngudn: Ke't qud phdn tich dd liiu nghien cUu chinh thdc bang SPSS 20
Thang 01 vd 02 ndm 2018, doanh thu trong ca hai ITnh vtfc bdn le vd ban budn cd stf tang Idn rd rdt so vdi cung ky ndm 2017. Trong dd, doanh thu ban budn tdng 12.3% va doanh thu ban le tdng 26.5%. So' Itfdng khdch hdng mua budn cung tdng ldn 62 khach bdng. Kd't qua nay thtfe sif rat dang
khich le bdi quy I bang nam thtfdng Id thdi diem tieu thu ttfdng dd'i chdm mat hdng vdt ttf vd thid't bi ve sinh ndi ridng cung nhtf vdt lieu xay dffng ndi chung. Ddy la mdt trong nhffng bang chtfng ro ret nha't cho tha'y bieu qua cua cdc bien phap ndi tren. Ben canh dd, thd'ng kd ddnh gia eua khach hang ve cdc gid tri chao bdn cua cdng ty d tbdi diem thdng 02/2018 eho tha'y stf tid'n bp ro ret. (Bang 3).
Tuy nhidn, tdng hpp cua bd phdn kd' toan ve chi phi bie'n ddi phuc vu cho boat ddng quan tri quan he khach bang cua cdng ty cung ngdy cdng tang va xud't hien mpt so'Id hdng trong quan ly khoan ehi phi nay. Mdt va'n de nffa ma Cdng ty gdp phai do Id nhffng quy trinh mdi con nhieu bd't cap, thid'u chat che gay phien ha eho khdng chi nhan vien ma cdn ca khach hang trong qua trinh giao dich. Ddc biet, 06 thdng Id kha ngan de cd thd' xdy dtfng van hda dinh htfdng khach hdng cho mpt cdng ty "gia dinh tri" vd'n ddt trpng tam kinh doanh vao ldi nhuan, nen stf quan tam cua nhan vien de'n khdch hang d td't ca cdc bp phan vdn cdn mang tinh cha't gtfdng ep.
Nguyen nhdn cua nhffng han che' trdn mdt ph^n la do thdi gian trien khai cdn ngdn nen ede boat dpng chtfa dtfdc thuan thuc, ra't nhieu quyd't dinh, chinh sdch can qua thdi gian thtf nghiem mdi cd the rut ra nhffng bai hpc thich hdp. Mat khac, dieu
So 9-Thang 5/2019 165
TAP CHi CONG THIfdNG
Bang 3. Ket qud danh gid cac gia trj chao ban cua Cong ty tqi ttidi diem ttidng 02/2016 (Thang diem 10) Cac gia tri ciiao ban ciJ
1. Trung thuc ve chat lugng va nguon goc xuat XL( cua san pham 2 Bao hanh trong th6i gian 1 luan
3. Tra Idi phan hoi, khieu nai nhanh chong 4. Giao hang den tan chan cong trinh
5. Tu van lya chon san pham theo thu nhap, nhu cau cua khach hang 6. Co doi ngu nhan vien ky thual trinh dp cao
7 Khu vuc trung bay rgng, da dang va co nhieu cong tnnh mau 8. Thong tin k|p thdi den khach hang
Cac gia tr| chao ban mdi 9. Tu van thiet ke, lap dat va thi cdng, giam sat cdng trinh nudc 10. Dich vu SLIa chOa va bao dUdng dmh ky
M(tc d$ hai iong aja i<H 7.43 7.05 8.21 7.57 6.83 7.75 7.36 7.18
7.64 8.25
Ting 0,49 0,81 2,43 2,03 1,51 1,57 0,38 0,72
Ngudn: Ke'l qud phdn lich dQ lieu nghiin cdu chinh thdc bdng SPSS 20
q u a n trpng hdn la C d n g ty ehffa tid'n hdnh ddo t a o mpt each bai ban nghiem tuc cho ta't ca nhan vidn ve nghiep vu CRMciingnhtf tim quan trong, bidu qua se dat dtfpc, y nghia ctia hoat dpng quan tri quan he khdeb hdng dd'i vdi stf tdn tai vd phdt trien cua cdng ty trong iffPng lai.
4. Kd't lu^in va khuyd'n nghi giai phap Nghien cffu nay cung cd'p bang chtfng ban dau cho thd'y kha nang tfng dung hieu qua md binh chudi gia tri CRM vdo cac doanh nghiep vtfa vd nhd, dac biet la cac doanh nghidp gia dinh. Tren cd sd dd, tac gia dtfa ra mpt so' gpi y de hoat ddng quan tri quan he khdeb hdng trd nen bieu qua hdn, gdp phan tao ra ldi thd'canh tranh cho doanh nghiep.
Thd nhd't, ddo tao la mdt bifdc v6 cung quan trpng trong trien khai quan tri quan he khach hang d bd't ky quy md doanh nghiep nao, va lai cdng can thid't hPn dd'i vdi cdc doanh nghiep vffa va nhd -
ndi ma trinh do nhdn Itfc da phdn ban che hPn so vdi cae doanh nghiep Idn. Vi vdy, ne'u khdng tli^
ttf tie'n hanh, Cdng ty nen thue ede ddn vi tff van ben ngoai thffc hien.
Thd hai, eac quy tnnh can dffpc dieu chinh thffdng xuyen bang each thu thdp y kie'n ddng gop cua nhdn vien cung nhff khdeb bdng de hodn thien trong thdi gian sdm nha't.
Thd ba, ede khoan chi phi cham sdc quan hd khach hang can dtfdc quy dinh cu thd' ve ban miJc (ne'u la tien mat), dinh dang (ne'u la tang phd'm hoac tffPng ttf) de tranh nhtfng bat cap nay sinh.
Ben canh do, can tie'n hdnh theo doi chat che chi phi chdm sdc cua ttfng khach hang.
Thd tu, xdy dtfng van hda doanh nghiep phii hpp khdng phai la nhidm vu cd the hoan thanh trong thdig gian ngan. Do do, cdn cd ke* hoach cu the, muc tieu cu the cho ttfng giai doan de ban che nhtfng cd'gdng ntfa vdi •
TAI U5:U THAM KHAO:
1. Triamg Dinh Chii'n, (2009), Qudn tri quan he khdch hdng. Nhd xud't bdn Phu nd
2. Francis Buttle (2009), Customer Relationship Management. NXB Elsivier Buttenvorth - Heinemann.
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3. Nguyin HodiLong, (2013), "Qudn tri quan he khdch hdng trong kinh doanh bdo hiem vol chd't xe ccfgidi tgi cdc doanh nghiep bdo hiem phi nhdn tho Viet Nam", LudndntiinsT, Dai hoc Kinh ti qudc ddn.
4. va Huy Thdng (Dgi hoc Kinh tequdc ddn) vd Nguyen Thi Thoa (Hoc vien Tdi chinh), (2012), "Qudn tri quan he khdch hdng- Td ly thuyet tdi thuc le", Ky yeu hdi thdo qudc gia ve CRM, HdNdi, trang 33 -45.
5. Peppers, D & Rogers, M (2004). Managing Customer relationships: A strategic framework. Journal of Marketing, Vol 30.
6. V. Kuma(2012) Customer Relationship Management: Concept, Strategy and Tools. NXB Springer 7. Woodcock N., Stone M. & Foss B (2002) The Customer Management Scorecard NXB Kogan Page (London).
8. Zikmiind. W. G., Mc LoedJr. R., & Gilbert, F. (2003). Customer relationship, NXB Wiley & Sons.
Ngay nh|in bai: 19/4/2019
Ngay phan bi^n danh gia va suTa chtfa: 29/4/2019 Ngay chap nhan dang bai: 9/5/2019
Thdng tin tdc gid:
1. ThS. TRAN THI THU HUYEN
Trtfdng Dai hoc Ky thu^t Cdng nghiep - Dai hoc Thai Nguyen 2. ThS. HA THANH TIJ
Trtfcfng D?i hpc Ky thu$t Cdng nghidp - Dai hpc Thai Nguydn
APPLYING THE CUSTOMER RELATIONSHIP MANAGEMENT VALUE CHAIN MODEL
AT THAI HOA CO.,LTD
• Master. TRAN THI THU HUYEN Thai Nguyen University of Teclnnology
• Master. HA THANH TU Thai Nguyen University of Technology
ABSTRACT:
The study is to examine the effectiveness of applying Francis Buttle's Customer Relationship Management (CRM) value chain model at Thai Hoa Co.,Ltd which is a materials and sanitary equipment trading company, and find out limitations of this value chain model that need to be sieved in the time coming. By surveying 103 customers of the company after six months of applying the CRM value chain model, the result shows a positive change in customer reviews of the company's offered value. The increase in the compnay's revnuew in the first two months of 2019 is also a proof for the applicability of this CRM value chain model in small and medium- sized commercial enterprises.
Keywords: Value chain. Thai Hoa Co., Ltd, customer relationship management, apply.
So 9 - T h a n g 5/2019 167
