KHOA HOC CONG NGHE
5606^2026
Nghien cuu ung dung he thong chi so hieu suat KPI trong cong tac cham soc khach hang tai doanh nghiep v|n tai duong sat
• TS. N G U Y £ N T I ^ N Q U V - Trudng Dgi hoc Giao thdng van tdi
T 6 M T A T : Bii b i o d i n h gia thuc trang cong t i e v§n chuyen h i n g hoa cung nhu cong t i c cham soc khich hang trong doanh nghiep van t i i duong s i t Til do, nghien ci/u ung dung he thong chi so hieu suit KPI de q u i n ly dCr lieu, phan loai khach hang va dua ra cic phuong i n ch3m soc phu hop TL/ K H 6 A : Chi s6 hi#u suit KPI, cham soc khach hang ABSTRACT; This paper evaluates status-quo of freight transport as well as customer care in railway transport enterprise. Based on that, the paper studies the applicability of Key Performance Indicator (KPI) into data management, customer classification and the provision of appropriate plans for customer care
KEYV^ORDS: Key Performance Indicator (KPI), customer care
Bing I. /. Sin lupng vi doanh thu v$n til hing hda bing dudng sit giai doan 2015 - 2019
I.OATVANO£
Trong nhdng n i m qua, d c doanh nghiep v l n t i i dudng sit khdng ngdng ddi mdi t u duy trong cdng t i e v|n t l i h i n g hda. B l u t u v l ca sd ha tang k i t ndi vdi cic phuong thdc van t i i khie (ICD Yen V i l n , Bii Ddng Anh, Tring Bom..,), dUa ra cie sin pham mdi (thanh l$p eie d o i n t l u h i n g h i n h trinh t i u 40h). tiep can vdi khich h i n g , dOn gian hda thu tuc gdi h i n g , t i n g cudng dau t u phuong t i l n v l n t l i dudng n g i n d l van ehuyin h i n g til kho d i n kho, g i i m eie ehi phi trung gian de g i l m g i l t h i n h , g i i m gia cude. Tuy n h i l n , khdi luong v i n t i i h i n g hda dUdng s i t l i l n tue sut giam.
N i m 2015 - n i m nganh Oudng s i t thuc h i l n xong D l i n t i i CO d u Tdng edng ty Dudng s i t Viet Nam giai doan 2012 - 2015, khdi lUpng v l n ehuyen h i n g hda d mde 6.590.197 t i n . Sau 5 n i m t i i co d u , n i m 2019, khdi luong v l n chuyen hang hda g i i m cdn 5.128.864 (tin) t h i h i l n d Bdng 1.1 v i Hinh 1.1.
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J 0 1 7 5.SS9 015 3 J 7 4 704
1326,992 2 0 1 8 5 6 6 4 0 3 6 3 989 674
1.449,133 2 0 1 9 5 128.864
742 2B7
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Ngudn' Tpng cdng ty Dudng sit W^I Nam
Nguon Ting cong ty Dudng sit )^0t Nam Hinh 1.1: So sinh sin lupng vi doanh thu v^n til hing hda
bing dudng sit glal doan 201S-2019 Bing 1.2. Sin luong vi doanh thu v^n til hing hda bing dudng sit giai doan 2015-2019c6a Cong ty Co phin
Vin tii Oudng sit Hi Npi
Him T i n lOOOTKm D o a n h t h u ( T f a )
2 0 1 S S.I 2 5 3 6 5
2 J 9 7 7 2 8 1 176.999
2 0 1 6 3 f l 4 5 - 5 2 0 1.670,216 775,826
2 0 1 7 4 134 9 9 8 1.986,814 S 2 S 8 6 7
2 0 1 8 4 134.998 2 108 777 872 563
2 0 1 9 3 603 7S9 2 0 4 6 934 885 491
Nguon Tong cong ty Dudng sit Viet Nam
NguSn: Tong cong ty Duong sit Viet Nam Hinh 1.2: So sinh sin luong vi doanh thu vin tii hin^ hda bing dudng sit giai doan 2015-2019 ciia Cong ty Co phin
Van til Oudng sit Hi Noi
143
KHOA HOC CONG NGHE
Bing 1.3. Sin hiqng vi doanh thu vin tii hing hda bing dudng sit giai doan 2015 •2019 cua Cdng ty Co phin Vin
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til dudng sit Sii Gdn Bing 1.4. Sin lupng vi doanh thu vin tii hing hda bing dudng sit glal do^n 2015-2019 cua Cdng ty Ciphin V^n
til vi Thuong mai dudng sit
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lOOOTKm Doanh thulTrdl
201S 479 715 584 307 316B53
2016 525 000 575 239 203 986
2017 608 877 61S 774 319307
2018 669 003 661 704 230 592
2019 649.411 620251 220 113 Ngudn. Tong cong ty Duong sit Viet Nam
Nguon. Tong cong ty Dixmg sit Viet Nam Hinh 1.4: So sinh sin lupng vi doanh thu van tii hing hda bing dudng sit glal do^n 2015-2019 ciia Cdng ty Co phin
V$n tii vi Thuong mai dudng sit Odi vdi tirng doanh nghilp van t i i . khdi luong van chuyin ciia Cdng ty Cd p h i n Vin t i i Dudng sit H i Ndi, SII Gdn g i l m siu n i m 2016,2017, cd tang nen mdt chut n i m 2018 nhutig lai giam d n i m 2019 (Bdng U, 1.3;
Hinh 1.2. 1.3). Cdng ty Cd p h i n Vln t l i v i Thuong mai Dudng sit v l n gid vCfng khdi luong v i n ehuyen v i t i n g d i u h i n g n i m fSdng 1 4. Hinh 1.4). Viee sut giam n i y do n h i l u nguyin n h i n khach quan v i ehii quan nhu han c h l v l vile ket ndi vcn phuang t i l n v l n t l i khie, k i t d u ha t i n g dudng sit xudng d p , cdng n g h i van t i l lae h i u
d i n d i n thdi gian ehay t i u d i i . g i i t h i n h cao, cdng t i c ehim sdc khach h i n g khdng dupc quan t i m .
D4 gid c h i n v l thu hut khich h i n g sir dyng djch vu v i n t i i dudng sit, eac doanh nghilp van t i t dudng sit d n p h i i i p dpng ddng bd eic g i l i phip- Mdt trong nhdng g i l i p h i p dd 11 vi|c dng dpng chi sd hieu suit KP! d i m b l o q u i n ly d d l i | u , d i n h g i i . p h i n lo^i khich h i n g v i dUa ra cic phuong i n c h i m sdc khich h i n g mdt cich h i l u q u i . Chi sd hieu suit KPI dUpc ung dyng n h i l u trong linh vi^c q u i n tri n h i n sU. Trong edng t i e v i n ehuyen h i n g hda dudng sit mdi ehi dupe dng dung tai Cdng ty Cd p h i n V l n t l i v l Thuong mai dddng sit.
Do viy, he thdng chl t i l u n i y c i n p h l i dupe h | thdng d l dng dung eho eie doanh nghiep v l n t l i dudng sit.
2. Ndi DUNG
Cie chl sd h i l u suit KPI cd t h i i p dung eho doanh n g h i l p v l n t i i dUdng sit trong edng t i e c h l m sdc khich h i n g bao gdm:
2.1. CIc chi s6 hieu suit KPI d i n h gii khich hing 2.1.1. Chl so hiiu sudt KPI cham sdc khdch hdng - Chl sd tan suat t i e dpng tdi khich h i n g : L l s6 l l n c h i m sdc khich h i n g trong mdt dan vi thdi gian cd t h i la mdt t h i n g , quy h o i c mdt n i m . Mue dieh eiia vile xle dmh chi t i l u n i y l i theo ddi xem t i n suit t i e ddng eiia doanh nghilp v i o khieh h i n g d i dii v i d i u chua, S6 l i n v i khoing d c h t i c ddng d i n khieh h i n g phu thudc v i o sd lan sirdung djch vu van t l i cua khich h i n g .
- Chi sd ehi phi djch vu t r l n mdi khich h i n g : L i tl so gida tong chi phi djch vu d i n h eho edng t i e chlm sdc khieh h i n g duoe p h i n bd trong ky k l hoach t r l n tdng sd khach h i n g dupe ky k i t hpp ddng v i cd p h i t sinh khdi lupng van chuyen trong ky. Ky k l hoach ed t h i duoc tinh theo mot t h i n g , quy hole n i m . Chl sd n i y cho b i l t doanh nghiep d i dau t u bao n h i l u ehi phi eho edng t i c c h i m sdc khieh h i n g . Cung cd the sir dung chl sd n i y de so sach, p h i n tich gida d c doanh nghilp van t i l dudng sit xem da hap ly hay chua? Cdng thdc xic djnh nhusau:
- E
\.=— (trieu ddng/khich hing) Trong dd:
Tj - Chi phi binh q u i n dieh vy tren moi khieh hing;
E - Tdng chi phi djch vy;
N - Tdng sd khich hang.
- Chl so chl phi dich vu t r l n Ipi n h u l n : L l ti sd giOa tong ehi phi djch vy d i n h cho cdng t i c cham sdc khich h i n g duoc p h i n bd trong ky k l hoaeh tren tong Ipi nhuan thu dupe (ehenh l i c h giira doanh thu v i ehi ptii true tilp) khi tao ra sin p h i m v l n t i i . Chi so n i y cho ehiing ta b i l t 11 d l thu dupe mpt ddng lai n h u i n thi p h i i bd ra bao nhieu p h i n t r i m v i o edng t i c c h i m sdc khach hing. Cdng thdc xic dinh nhu sau:
_ E
144
Trongdd:
h - Chi sd chi phi dieh vy t r l n loi n h u l n ; L -Tdng Ipi nhuln trong ky.
- Chi sd chi phi dieh vy t r l n doanh thu theo quy tic pareto (quy t i e 80/20 hole 70/30): L i ti sd gida 80%
(70%) tdng chi phi djch vu d i n h eho c h i m sdc khach hing trong ky k l hoach (thing, quy, nim) t r l n tdng doanh thu ciia 20% (30%) khieh h i n g Idn ed doanh thu chilm ti trpng 80% (70%) doanh thu trong ky Chl sd niy cho chung ta b i l t c6 n l n phan bd 20% (30%) khich h i n g chilm 80% (70%) chi phi c h l m sdc khich hing hay khdng? N l u khdng chung ta ed the p h i n bd chi phi c h l m sdc khieh h i n g lai eho phii hpp hon. LUa chpn quy t i c 80/20 hay 70/30 tuy theo d i e thu khieh hing timg doanh nghiep van t i i dudng sit. Cdng thdc xie dmh nhusau:
O.BxE
Trong dd:
Ij-ChI sd ehi phi tren doanh thu theo quy t i e pareto;
D - Tdng doanh thu eua doanh nghiep trong ky.
2.1.2 Chl sd hiiu sudt KPI khdch hdng trung thdnh L l tl sd gida sd luong khich h i n g trung t h i n h (sd lupng khieh h i n g hole iipp ddng ed h i l u lUc v i p h i t sinh khdi lupng v l n ehuyen 218 t h i n g l i l n tue) tren tdng s6 khich h i n g cd ky k i t hpp ddng vdi doanh nghilp trong mpt kholng thdi gian n h i t dinh (thudng la 18 thing). Cdng thirc xie djnh nhu sau:
n-n- l4 = Trong dd:
N„
1^- Chi sd h i l u suit khach h i n g trung t h i n h ; n^- Sd lupng khich h i n g trung t h i n h ; N,g • Tdng sd khich h i n g cd ky k i t hpp dong vdi doanh nghilp trong 18 t h i n g .
2.1.3. Chisd hiiu sud't KPI - sUphdn ndn cua khdch hdng - Chi sd p h i n n l n dupc g i i i q u y l t trong l i n dau tien: L l ti s6 giira tdng sd p h i n n i n g i l i q u y l t lan dau t i l n tren tdng sd p h i n n i n eiia khach h i n g . Chi sd n i y d n g cao chirng td h i l u q u i dich vu khieh h i n g cua doanh nghiep rat tdt. Cung cd the tinh t h i m cie ehi sd khieu nai l l n hai hoic ba, Chi sd phan n i n lan dau t i l n dupc xic dinh theo edng thdc sau:
Is= _ PN»T Trong dd; PN
Ij-ChI sd phin n l n dUOc gili quylt trong lan d i u tien;
PNpj-Tdng so p h i n nan eiia khach hang dupe g l i i quylt l l n d i u tien;
PN -Tong sd p h i n n i n eiia khieh hang.
- Ch! sd p h i n hoi nhanh: L i ti sd gida so lan p h i n hdi nhanh eiia doanh nghiep tren tdng sd phan n i n ciia khich hing. Chl sd n i y cang eao c i n g tdt va the h i l n su chuyin nghilp cua doanh nghilp. Cdng thdc xic dinh nhusau:
_PHnh l6 = PN
KHOA HOC CONG NGHE
S6 UW2O26
Trong dd:
Ig- Chi sd phan hdi nhanh;
PH_^-Tdng sd p h i n hdi nhanh eua doanh nghilp.
- Chi so khich h i n g khilu nai: L i ti sd gida tong s6 l l n khieh h i n g khilu nai tren tdng sd khich h i n g cua doanh nghilp, ehi sd n i y c i n g thap d n g tdt Cdng thirc xic dinh nhu sau:
KN
''=T
Trong do:
1, - Chi sd khieu nai eua khich h i n g ; KN -Tdng sd lan khieh h i n g khilu nai.
• Chi sd khilu nai tranh chip: L i ti sd giiJa sd l l n khilu nai dan d i n tranh chap giira doanh nghilp va khich h i n g voi tdng sd l l n khich h i n g khieu nai, chl sd n i y c i n g t h i p eing tdt. Cdng thirc xic djnh nhu sau:
^ K N j c
^ KN Trong 66:
Ig- Chi sd khilu nai tranh chip;
KN^-Tong sd lan khich h i n g khilu nai d i n d i n tranh chap.
- Chi 50 khieu nai theo ddi tUang khich hing: L i ti sd gida sd l l n khilu nai theo ddi tUOng khieh h i n g vdi tdng sd l l n khich h i n g khilu nai, Chi sd niy cho ph^p doanh nghilp b i l t dupc ddi tUpng khach h i n g n i o khilu nai nhieu hay it d l ed phuong I n t i p trung n i n g cao chat lupng djch vu. Chi sd n i y dupe xac dinh theo cdng thdc sau:
Trong dd:
I,-Chl sd khilu nai theo ddi tupng khich hang;
KN^-Tdng sd lan khieu nai theo ddi tupng khieh hing.
2.1 A. Chisd hiiu sudt KPI ve khdch hdng La ti so gida tong sd khach h i n g mdi ciia doanh nghiep t r l n tdng sd khieh hang ciia doanh nghi|p, Chi sd niy d i n h g i l h i l u q u i ciia d c chuong trinh marketing cua doanh nghilp. Chi sd niy cang cao c i n g tdt va dupe xie dinh theo edng thirc sau:
In N Trong do:
l,g- Chi sd h i l u suit ve khich hang;
n -Tdng sd khich h i n g mdi ciia doanh nghilp.
Ngoai ra, doanh nghiep ed the xie dmh t h i m chi sd h i l u suit KPI suthda m i n khach hang. Chi sd n i y bao gdm miJc g i i van chuyen mot container hay mdt tan.km da phu hpp chua, chat luong dich vu (tdt, x l u , dat y l u eiu), t i l n dp giao h i n g (nhanh, ehim, diing gid), mue dp p h i n hdi eie y l u d u ( d i p dng hole khdng d i p dng), dich vu khich h i n g (tdt, trung binh, xau).
KHOA HOC CONG NGHE
SA 06-2020
2.2. Chi so hieu suat KPI marketing - Odi vdl hoat ddng q u i n g d o :
+ Chi sd p h i n hdi eiia khieh hang: L l ti sd giira tdng sd p h i n hdi eiia khieh h i n g t r l n tdng sd l l n doanh nghiep girl thdng tin tdi khieh h i n g . Chl sd n i y do ludng h i l u q u i marketing true t i l p cua cic n h i n v i l n ehim sdc khieh hing. Chi sd niy dupc xic dinh nhusau:
' " - ^
Trong dd-
1,1 -Chisd p h i n hdi ciia khieh h i n g ; PHp^-Tdngsd lan p h i n hdi cua khieh h i n g ; G^ - Tong sd tin doanh n g h i l p giri thdng tin d i n khich hang.
+ Mde dd b i l t d i n dich vy ciia doanh nghilp: L i sd khich hang n h i n b i l t den dich vu doanh nghiep cung d p t r l n tong so khieh hang dupc d i l u tra. Chi sd nay dupe xie d|nh trude v i sau khi q u i n g c i o dich vu. Cdng thdc xic dinh nhusau
''^-^
Trong dd:
I,J - Mde dp b i l t d i n dich vu ciia doanh nghiep;
n^^- Tdng sd khieh h i n g n h i n biet den djch vu do doanh nghilp cung elp;
N^ - Tong sd khieh h i n g d i l u tra, - Hoat dpng khuyin mai:
+ Chi sd doanh sd trude v i sau khi thue h i l n ehuong trinh khuyin m i i : L i khdi lupng h i n g hda doanh nghilp v i n chuyin dupc trude khi thuc h i l n chuong trinh khuyin m i l so vdi sau khi thue h i l n chuong trinh khuyin mai. Cdng thdc xic dinh nhu sau:
Or
Trong 66:
I,J - Chi sd doanh sd trudc va sau khi thuc h i l n ehuong trinh khuyin m l i ;
Q^ - Khdi luong h i n g hda van ehuyin trudc khi thUe h i l n cfiuong trinh khuyen m i i ;
Q^ - Khdi lupng hang hda v l n chuyen sau khi thue h i l n ehuong trinh khuyin mai.
+ Chi sd doanh thu trude v i sau khi thue h i l n chuong trinh khuyin mai. Cdng thirc xac dinh nhu sau:
I - 5 i
Trong 66:
1,^ - Chi sd doanh thu trUde v l sau khi thuc hien ehuong trinh khuyen m i i ;
D, - Doanh thu v l n chuyen h i n g hda trudc khi thuc h i l n chuong trinh khuyen mai;
D - Doanh thu v l n chuyen hoa sau khi thuc hi^n chuong trinh khuyin m i i
W
+ Chi sd chi phi khuyin m i l tr^n tdng doanh thu.
La tdng chi phi eho chuong trinh khuyin mai tr*n tdng doanh thu v l n chuyin h i n g hda ciia doanh nghiep trong ky. Cdng thdc xie dinh nhu sau:
, CKM
Trong dd:
I,J - Chi sd ehi phi khuyin m i l t r l n tong doanh thu;
C ^ - T d n g ehi phi khuyin m i i eiia doanh nghilp.
2.3. Chi s6 hieu suit KPI Sales Bao gdm d c chisd:
- Chi sd khieh h i n g dupe c h l m sdc: L i ti sd glOa sd luong khich h i n g duoc c h i m sdc trong tuan (thing, quy, nim) t r l n tdng sd khieh h i n g doanh nghilp q u i n ly. Cdng thdc xle djnh nhu sau:
ll, N
I r Trong dd:
l,j^ - Chi 50 khich h i n g dupe c h i m sdc;
n -Tdng sd khich h i n g dupe c h l m sdc.
- Sd khich h i n g theo hang khich h i n g : VIP, CSp 1, C l p l l . C l p I l L
- Sd khieh h i n g theo tinh trang A,B,C (A: khich hang cd don h i n g thudng xuyIn, B: khich h i n g t i l m nang mdi khai t h i c chua cd don h i n g , C: khich h i n g llu khdng cd don hing).
- Sd lupng khich h i n g chuyin til B-»A, tif C-*A. t d A-»C trong ky eiia tdng n h i n v i l n kinh doanh v i ciia d doanh nghilp.
- Chi sd h o i n thanh chl tieu doanh thu: L i ti s6 giira doanh thu van chuyen hang hda thUc t l trong t h i n g (quy, nim) tren doanh thu van ehuyen ke hoaeh trong t h i n g (quy, nam), Cdng thdc xic dinh nhu sau:
_ D T T
Trong dd:
1,^ - Chi sd h o i n thanh ehl t i l u doanh thu;
D,^ - Doanh thu thue t l eua doanh nghiep trong ky;
D^- Doanh thu k l hoach eiia doanh nghilp trong ky.
- Chi sd doanh thu trung binh eiia mdi khieh h i n g : L l ti sd gida tong doanh thu ciia doanh nghiep trong mdt nam vdi tong sd khieh h i n g eiia doanh nghilp.
Chi sd n i y eho b i l t binh q u i n moi khieh h i n g mang lai cho doanh nghilp bao nhieu doanh thu trong mdt nam.Td dd, doanh nghiep thUc hien d e bien p h i p t i n g doanh thu ddi vdi d c khieh h i n g ed doanh thu thap hon doanh thu binh q u i n . Cdng thdc xac dinh nhu sau-
I l 8 = - ^ ( t n l u ddng/khich hang) Trong dd:
l,g -Chi sd doanh thu trung binh ciia mdi khach hlno - Chi sd loi nhuln binh q u i n tren mdi khich hano- La ti sd gida tdng lai n h u l n t h u i n m i doanh nghiep
146
KHOA HOC CONG NGHE
SA 06 2020 cd duoc trong ky t r l n tdng s6 khieh hang ciia doanh
nghilp q u i n ly. Chi tieu nay eho p h i p doanh n g h i l p biet duoc khich h i n g n i o se mang lai Ipi nhuan nhieu v i ed nhimg chinh sleh chlm sdc phii hpp. Cdng thdc xic dinh nhusau: .
Trongdd: '^
I,,-Chi s6 loi nhuin binh q u i n t r l n moi khich hang.
Tdcic ehi sd h i l u suit KPI d c doanh nghilp van t l i dudng sit thudng xuyIn p h i n tieh, tinh t o i n , l i p d c b i o d o d l giup eho n h i q u i n tri doanh n g h i l p ed nhCmg phuong I n d i l u h i n h phu hop.
3. K ^ LUAN
Nhu viy, t r l n co sd he thdng ehi sd h i l u suit KPI, cle doanh nghilp van t i i dudng sit xay dung eic thang dilm phu hpp vdi die thu kinh doanh cua minh. Td dd quin ly, d i n h g i i , p h i n tieh, p h i n loai khach h i n g v i dua ra cic g i i i p h i p chlm sdc cho timg ddi tuang khich hing; tdng budc n i n g eao c h i t lupng djch vy van t i i dudng sit, thu hut v i giir chin khieh h i n g , d i m b i o su phit t n l n b i n vdng ciia doanh nghilp.
Ldi e l m cm: Nghiin edu niy dupe t i i tro bdlTrudng Dai hoc GTVT trong d l t i l m l sd T2020-KT-015.
T i i l i l u tham k h i o
[1 ], Tdng cdng ty Dudng sit Viet Nam, So lieu thong ki khdi lugng hdng hda van chuyen tUndm 2014-2019.
[2]. Cdng ty Co phan Van t i i v i Thuong mai dudng sit, Tdi liiu chisd hiiu sudt KPL
[3]. Thii tudng Chinh phii (2013), Quyet dinh so 198/
QD-TTg cua Thu tudng chinh phu phi duyit di dn tdi ca cdu Tdng cdng ty vdn tdi Dudng sdt Viit Nam giai doan 2012-2015.
[4], David Parmenter, Key Performance Indicators, Developing, Implementing and using winning KPIs. Third edition, Published by John Wiley & Sons, Inc., Hoboken, New Jersey. The Second Edition was published by John Wiley&Sons,lne.in2010.
[5]. Johan Woxenius* (2012), Directness as a key performance indicator for freight transport chains.
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Ngiy nhin b l i : 22/4/2020 Ngiy ch^p nhin ding: 27/5/2020 Ngudi phin biln: PGS. l ^ . V u Trong Tich
PGS.TS. Nguyin Thj Hong Hanh
