{"id":17980,"date":"2024-09-19T17:21:56","date_gmt":"2024-09-19T22:21:56","guid":{"rendered":"https:\/\/bolttech.io\/insight\/tot-nhat-cua-ca-hai-su-dung-dtc-truc-tuyen-va-cac-dai-ly-dia-phuong-de-ban-nhieu-bao-hiem-hon\/"},"modified":"2024-09-19T17:22:03","modified_gmt":"2024-09-19T22:22:03","slug":"tot-nhat-cua-ca-hai-su-dung-dtc-truc-tuyen-va-cac-dai-ly-dia-phuong-de-ban-nhieu-bao-hiem-hon","status":"publish","type":"insight","link":"https:\/\/bolttech.io\/vi\/insights\/tot-nhat-cua-ca-hai-su-dung-dtc-truc-tuyen-va-cac-dai-ly-dia-phuong-de-ban-nhieu-bao-hiem-hon\/","title":{"rendered":"T\u1ed1t nh\u1ea5t c\u1ee7a c\u1ea3 hai: S\u1eed d\u1ee5ng DTC tr\u1ef1c tuy\u1ebfn v\u00e0 c\u00e1c \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u1ec3 b\u00e1n nhi\u1ec1u b\u1ea3o hi\u1ec3m h\u01a1n"},"content":{"rendered":"\n

S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a internet \u0111\u00e3 th\u00fac \u0111\u1ea9y s\u1ef1 b\u00f9ng n\u1ed5 trong kinh doanh \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n tr\u1ef1c tuy\u1ebfn.\nNg\u00e0y nay, kh\u00e1ch h\u00e0ng l\u00ean m\u1ea1ng v\u1edbi hy v\u1ecdng r\u1eb1ng h\u1ecd kh\u00f4ng ch\u1ec9 c\u00f3 th\u1ec3 nghi\u00ean c\u1ee9u m\u00e0 c\u00f2n mua b\u1ea5t c\u1ee9 th\u1ee9 g\u00ec c\u00f3 th\u1ec3 t\u01b0\u1edfng t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c, t\u1eeb v\u1edb v\u00e0 l\u00f2 n\u01b0\u1edbng b\u00e1nh \u0111\u1ebfn c\u00e1c ch\u00ednh s\u00e1ch b\u1ea3o hi\u1ec3m gia \u0111\u00ecnh v\u00e0 \u00f4 t\u00f4. <\/p>\n\n

V\u1edbi r\u1ea5t nhi\u1ec1u kh\u00e1ch h\u00e0ng coi internet nh\u01b0 m\u1ed9t ph\u01b0\u01a1ng ti\u1ec7n mua s\u1eafm ch\u00ednh, th\u1eadt d\u1ec5 d\u00e0ng \u0111\u1ec3 P &C cho r\u1eb1ng th\u1eddi \u0111\u1ea1i c\u1ee7a \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u00e3 k\u1ebft th\u00fac.\nTuy nhi\u00ean, c\u00e1c \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng c\u00f3 th\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 v\u00e0 h\u1ed7 tr\u1ee3 m\u00e0 c\u1ed5ng th\u00f4ng tin tr\u1ef1c tuy\u1ebfn tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng (DTC) kh\u00f4ng th\u1ec3.\nH\u1ecd c\u0169ng c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn nh\u1eefng kh\u00e1ch h\u00e0ng ng\u1ea7n ng\u1ea1i mua b\u1ea3o hi\u1ec3m \u0111\u00e1ng k\u1ec3 tr\u1ef1c tuy\u1ebfn. <\/p>\n\n

Kh\u00f4ng ch\u1ec9 c\u00e1c k\u00eanh DTC tr\u1ef1c tuy\u1ebfn v\u00e0 c\u00e1c \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng c\u00f3 th\u1ec3 c\u00f9ng t\u1ed3n t\u1ea1i, m\u00e0 P &C s\u1eed d\u1ee5ng c\u1ea3 hai c\u00f3 th\u1ec3 c\u00f3 l\u1ee3i th\u1ebf \u0111\u00e1ng k\u1ec3 so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ee7a h\u1ecd.<\/p>\n\n

T\u1ea1i sao n\u00ean n\u1eafm l\u1ea5y ph\u00e2n ph\u1ed1i k\u00e9p?<\/h2>\n\n

N\u0103m m\u01b0\u01a1i n\u0103m tr\u01b0\u1edbc, b\u1ea3o l\u00e3nh ph\u00e1t h\u00e0nh \u0111\u00e3 t\u1ea1o ra ph\u1ea7n l\u1edbn l\u1ee3i nhu\u1eadn c\u1ee7a c\u00e1c h\u00e3ng v\u1eadn t\u1ea3i P&C.\nNg\u00e0y nay, s\u1ef1 c\u00e2n b\u1eb1ng \u0111\u00f3 \u0111\u00e3 thay \u0111\u1ed5i. <\/p>\n\n

“N\u1ebfu b\u1ea1n nh\u00ecn v\u00e0o l\u1ee3i nhu\u1eadn c\u1ee7a m\u1ed9t giao d\u1ecbch b\u1ea3o hi\u1ec3m ng\u00e0y nay, c\u00f3 th\u1ec3 40% ho\u1eb7c g\u1ea7n 50% d\u00e0nh cho ph\u00e2n ph\u1ed1i, [while] ng\u01b0\u1eddi b\u1ea3o l\u00e3nh ph\u00e1t h\u00e0nh nh\u1eadn \u0111\u01b0\u1ee3c 30 \u0111\u1ebfn 40%”, Dennis Chookaszian<\/a>, gi\u1ea3ng vi\u00ean tr\u1ee3 gi\u1ea3ng t\u1ea1i Tr\u01b0\u1eddng Kinh doanh Booth thu\u1ed9c \u0110\u1ea1i h\u1ecdc Chicago v\u00e0 c\u1ef1u Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u1ee7a CNA Insurance cho bi\u1ebft.\nNh\u1eefng c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u00f3 ph\u01b0\u01a1ng th\u1ee9c ph\u00e2n ph\u1ed1i m\u1ea1nh m\u1ebd v\u00e0 m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng ph\u00e1t tri\u1ec3n m\u1ea1nh s\u1ebd th\u00e0nh c\u00f4ng h\u01a1n nh\u1eefng c\u00f4ng ty \u01b0u ti\u00ean b\u1ea3o l\u00e3nh ph\u00e1t h\u00e0nh. <\/p>\n\n

T\u1ea1i sao tr\u1ecdng t\u00e2m l\u1ee3i nhu\u1eadn l\u1ea1i thay \u0111\u1ed5i?\nKhi c\u00f4ng ngh\u1ec7 \u0111\u00e3 gi\u00fap k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng h\u01a1n, n\u00f3 c\u0169ng \u0111\u00e3 thay \u0111\u1ed5i b\u1ea3n ch\u1ea5t c\u1ee7a b\u1ea3o l\u00e3nh ph\u00e1t h\u00e0nh.\nV\u00ed d\u1ee5, c\u00e1c c\u00f4ng c\u1ee5 k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u01a1n gi\u1ea3n h\u00f3a qu\u00e1 tr\u00ecnh x\u00e1c \u0111\u1ecbnh r\u1ee7i ro ti\u1ec1m \u1ea9n v\u00e0 b\u1ea3o hi\u1ec3m gi\u00e1 cho ph\u00f9 h\u1ee3p, do \u0111\u00f3 tr\u00e1nh \u0111\u01b0\u1ee3c nh\u1eefng t\u1ed5n th\u1ea5t b\u1ea5t ng\u1edd, David Disiere<\/a>, ng\u01b0\u1eddi s\u00e1ng l\u1eadp v\u00e0 CEO c\u1ee7a QEO Insurance Group vi\u1ebft. <\/p>\n\n

V\u1edbi c\u00f4ng ngh\u1ec7 ti\u1ebfp qu\u1ea3n nhi\u1ec1u nhi\u1ec7m v\u1ee5 th\u01b0\u1eddng ng\u00e0y c\u1ee7a b\u1ea3o l\u00e3nh ph\u00e1t h\u00e0nh v\u00e0 ph\u00e2n ph\u1ed1i, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u00f2n l\u1ea1i \u0111\u1ec3 t\u1eadp trung v\u00e0o c\u00e1c kh\u00eda c\u1ea1nh c\u1ee7a b\u1ea3o hi\u1ec3m m\u00e0 m\u00e1y t\u00ednh kh\u00f4ng th\u1ec3 l\u00e0m: Duy tr\u00ec m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng m\u1ea1nh m\u1ebd<\/a>.<\/p>\n\n

Kh\u00e1ch h\u00e0ng mu\u1ed1n c\u00f3 y\u1ebfu t\u1ed1 con ng\u01b0\u1eddi trong vi\u1ec7c mua b\u1ea3o hi\u1ec3m c\u1ee7a h\u1ecd.\nTrong khi kh\u00e1ch h\u00e0ng \u0111ang kh\u00e1m ph\u00e1 c\u00e1c l\u1ef1a ch\u1ecdn DTC cho b\u1ea3o hi\u1ec3m, nhu c\u1ea7u v\u1ec1 d\u1ecbch v\u1ee5 th\u00f4ng qua c\u00e1c \u0111\u1ea1i l\u00fd v\u00e0 nh\u00e0 m\u00f4i gi\u1edbi ti\u1ebfp t\u1ee5c l\u1edbn h\u01a1n nhu c\u1ea7u v\u1ec1 b\u1ea3o hi\u1ec3m DTC v\u1edbi m\u1ed9t bi\u00ean \u0111\u1ed9 \u0111\u00e1ng k\u1ec3. <\/p>\n\n

M\u1ed9t nghi\u00ean c\u1ee9u c\u1ee7a McKinsey n\u0103m 2019 cho th\u1ea5y t\u1eeb n\u0103m 2012 \u0111\u1ebfn 2016, vi\u1ec7c mua b\u1ea3o hi\u1ec3m P&C th\u00f4ng qua c\u00e1c k\u00eanh DTC \u0111\u00e3 t\u0103ng 2%.\nMua h\u00e0ng th\u00f4ng qua “c\u00e1c \u0111\u1ea1i l\u00fd v\u00e0 chi nh\u00e1nh b\u1ecb r\u00e0ng bu\u1ed9c” \u0111\u00e3 gi\u1ea3m 3% trong giai \u0111o\u1ea1n n\u00e0y, trong khi mua h\u00e0ng th\u00f4ng qua c\u00e1c nh\u00e0 m\u00f4i gi\u1edbi t\u0103ng 1%, b\u00e1o c\u00e1o c\u1ee7a Claudia Max<\/a> v\u00e0 c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u McKinsey. <\/p>\n\n

C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m b\u1ecf qua s\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a s\u1ef1 quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi vi\u1ec7c mua h\u1ee3p \u0111\u1ed3ng DTC s\u1ebd g\u1eb7p nguy hi\u1ec3m.\nTuy nhi\u00ean, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m t\u1eeb b\u1ecf m\u1ed1i quan h\u1ec7 \u0111\u1ea1i l\u00fd c\u1ee7a h\u1ecd \u0111\u1ec3 \u1ee7ng h\u1ed9 DTC c\u0169ng \u0111ang t\u1eeb b\u1ecf m\u1ed9t c\u00e1ch m\u1ea1nh m\u1ebd \u0111\u1ec3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng<\/a>. <\/p>\n\n

\"\"<\/figure>\n\n

\u0110\u1ea1i l\u00fd gia t\u0103ng gi\u00e1 tr\u1ecb nh\u01b0 th\u1ebf n\u00e0o<\/h2>\n\n

T\u1ef1 \u0111\u1ed9ng h\u00f3a, c\u00e1c k\u00eanh DTC v\u00e0 nh\u1eefng \u0111\u1ed9t ph\u00e1 k\u1ef9 thu\u1eadt s\u1ed1 t\u01b0\u01a1ng t\u1ef1 \u0111ang thay \u0111\u1ed5i c\u1ea3 m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00f4ng ty b\u1ea3o hi\u1ec3m-\u0111\u1ea1i l\u00fd v\u00e0 \u0111\u1ea1i l\u00fd-kh\u00e1ch h\u00e0ng.\nKhi c\u00e1c \u0111\u1ea1i l\u00fd c\u00f3 th\u1ec3 t\u1ef1 \u0111\u1ed9ng h\u00f3a c\u00e1c nhi\u1ec7m v\u1ee5 ph\u1ee9c t\u1ea1p th\u00f4ng qua AI v\u00e0 h\u1ecdc m\u00e1y, h\u1ecd s\u1ebd c\u1ea7n t\u00ecm c\u00e1ch l\u00e0m cho vai tr\u00f2 c\u1ee7a ch\u00ednh h\u1ecd trong quy tr\u00ecnh b\u1ea3o hi\u1ec3m c\u00f3 \u00fd ngh\u0129a h\u01a1n. <\/p>\n\n

“T\u1ef1 \u0111\u1ed9ng h\u00f3a l\u00e0 m\u1ed9t con dao hai l\u01b0\u1ee1i: N\u00f3 c\u00f3 th\u1ec3 l\u00e0m cho c\u00e1c \u0111\u1ea1i l\u00fd tr\u1edf n\u00ean l\u1ed7i th\u1eddi ho\u1eb7c l\u00e0m cho ch\u00fang hi\u1ec7u qu\u1ea3 v\u00e0 n\u0103ng su\u1ea5t h\u01a1n”, Jeffery Williams<\/a>, nh\u00e0 ph\u00e2n t\u00edch cao c\u1ea5p t\u1ea1i Forrester vi\u1ebft.<\/p>\n\n

M\u1ed9t m\u1eb7t, t\u1ef1 \u0111\u1ed9ng h\u00f3a c\u00f3 th\u1ec3 lo\u1ea1i b\u1ecf c\u00e1c \u0111\u1ea1i l\u00fd kh\u1ecfi c\u00e1c giao d\u1ecbch th\u01b0\u1eddng xuy\u00ean, ti\u00eau chu\u1ea9n v\u00e0 chi ph\u00ed c\u1ea3m x\u00fac ho\u1eb7c t\u00e0i ch\u00ednh th\u1ea5p, doanh nh\u00e2n b\u1ea5t \u0111\u1ed9ng s\u1ea3n v\u00e0 c\u00f4ng ngh\u1ec7 Elie Finegold<\/a> n\u00f3i.\nM\u1eb7t kh\u00e1c, c\u00e1c giao d\u1ecbch kh\u00f4ng th\u01b0\u1eddng xuy\u00ean, kh\u00f4ng chu\u1ea9n ho\u1eb7c c\u00f3 g\u00f3c \u0111\u1ed9 c\u1ea3m x\u00fac v\u1eabn s\u1ebd y\u00eau c\u1ea7u s\u1ef1 ti\u1ebfp x\u00fac c\u1ee7a con ng\u01b0\u1eddi c\u1ee7a m\u1ed9t \u0111\u1ea1i l\u00fd. <\/p>\n\n

Trong khi Finegold \u0111ang n\u00f3i v\u1ec1 c\u00e1c giao d\u1ecbch b\u1ea5t \u0111\u1ed9ng s\u1ea3n, c\u00e1c y\u1ebfu t\u1ed1 t\u01b0\u01a1ng t\u1ef1 c\u0169ng \u0111\u00fang trong b\u1ea3o hi\u1ec3m.\nKh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng gia h\u1ea1n ch\u00ednh s\u00e1ch \u00f4 t\u00f4 ti\u00eau chu\u1ea9n tr\u1ef1c tuy\u1ebfn, nh\u01b0ng h\u1ecd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng mu\u1ed1n \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi chuy\u00ean gia v\u1edbi c\u00e1c quy\u1ebft \u0111\u1ecbnh nh\u01b0 b\u1ea3o hi\u1ec3m doanh nghi\u1ec7p c\u1ee7a h\u1ecd ho\u1eb7c \u0111\u1eb7t b\u1ea3o hi\u1ec3m cho m\u1ed9t chi\u1ebfc \u00f4 t\u00f4 c\u1ed5 \u0111i\u1ec3n \u1ea5p \u1ee7. <\/p>\n\n

Kh\u1ea3 n\u0103ng x\u00e2y d\u1ef1ng k\u1ebft n\u1ed1i con ng\u01b0\u1eddi n\u00e0y l\u00e0 c\u1ed1t l\u00f5i c\u1ee7a s\u1ee9c m\u1ea1nh v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a \u0111\u1ea1i l\u00fd b\u1ea3o hi\u1ec3m.<\/p>\n\n

“\u0110\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb c\u1ee7a \u0111\u1ea1i l\u00fd b\u1ea3o hi\u1ec3m \u0111\u1ed9c l\u1eadp kh\u00f4ng ph\u1ea3i l\u00e0 b\u1ea3o hi\u1ec3m, gi\u00e1 c\u1ea3 hay d\u1ecbch v\u1ee5”, nh\u00e0 t\u01b0 v\u1ea5n l\u00e3nh \u0111\u1ea1o Ryan Hanley<\/a> n\u00f3i.\nThay v\u00e0o \u0111\u00f3, \u0111\u00f3 l\u00e0 kh\u1ea3 n\u0103ng x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng tr\u1ef1c ti\u1ebfp v\u1edbi s\u1ef1 hi\u1ec3u bi\u1ebft r\u1eb1ng \u0111\u1ea1i l\u00fd s\u1ebd t\u1eadn d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a<\/a> xu\u1ea5t s\u1eafc. <\/p>\n\n

B\u1eb1ng c\u00e1ch n\u00e0y, c\u00e1c \u0111\u1ea1i l\u00fd \u0111\u00f3ng vai tr\u00f2 trung gian gi\u00e1 tr\u1ecb gia t\u0103ng trong qu\u00e1 tr\u00ecnh mua b\u1ea3o hi\u1ec3m.\nH\u1ecd l\u00e0m vi\u1ec7c v\u1edbi c\u1ea3 kh\u00e1ch h\u00e0ng v\u00e0 c\u1ed5ng ph\u00e2n ph\u1ed1i k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c c\u00e2u h\u1ecfi c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c tr\u1ea3 l\u1eddi hi\u1ec7u qu\u1ea3 v\u00e0 kh\u00e1ch h\u00e0ng hi\u1ec3u ph\u1ea1m vi b\u1ea3o hi\u1ec3m c\u1ee7a h\u1ecd – m\u1ed9t y\u1ebfu t\u1ed1 thi\u1ebft y\u1ebfu trong s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng, \u0111\u1eb7c bi\u1ec7t l\u00e0 khi khi\u1ebfu n\u1ea1i \u0111\u01b0\u1ee3c n\u1ed9p. <\/p>\n\n

Ng\u01b0\u1ee3c l\u1ea1i, kh\u00e1ch h\u00e0ng mua b\u1ea3o hi\u1ec3m tr\u1ef1c tuy\u1ebfn c\u00f3 th\u1ec3 kh\u00f4ng hi\u1ec3u \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 ph\u1ea1m vi b\u1ea3o hi\u1ec3m c\u1ee7a h\u1ecd.\n“Ng\u01b0\u1eddi d\u00f9ng c\u00f3 th\u1ec3 kh\u00f4ng \u0111\u1ecdc b\u1ea3n in \u0111\u1eb9p ho\u1eb7c c\u00f3 th\u1ec3 b\u1ecb nh\u1ea7m l\u1eabn v\u1edbi c\u00e1c \u0111i\u1ec1u kho\u1ea3n trong ch\u00ednh s\u00e1ch c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 gi\u1eef cho m\u1ed9t ch\u1ee7 h\u1ee3p \u0111\u1ed3ng trong b\u00f3ng t\u1ed1i v\u1ec1 ph\u1ea1m vi b\u1ea3o hi\u1ec3m m\u00e0 h\u1ecd c\u00f3 quy\u1ec1n truy c\u1eadp. H\u1ecd th\u1eadm ch\u00ed c\u00f3 th\u1ec3 kh\u00f4ng bi\u1ebft chi ph\u00ed th\u1ef1c s\u1ef1 c\u1ee7a h\u1ecd m\u1ed7i th\u00e1ng s\u1ebd l\u00e0 bao nhi\u00eau”, Tess Owen<\/a> t\u1ea1i QuoteWizard n\u00f3i.\nT\u1ea5t c\u1ea3 nh\u1eefng \u0111i\u1ec3m n\u00e0y c\u00f3 th\u1ec3 kh\u00f4ng ch\u1ec9 l\u00e0m gi\u1ea3m s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n tr\u1edf th\u00e0nh v\u1ea5n \u0111\u1ec1 g\u00e2y tranh c\u00e3i. <\/p>\n\n

\"\"<\/figure>\n\n

\u0110i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c DTC v\u00e0 \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng c\u1ee7a b\u1ea1n<\/h2>\n\n

DTC d\u1ef1a tr\u00ean c\u00f4ng ngh\u1ec7 v\u00e0 c\u00e1c k\u00eanh \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng d\u1ef1a tr\u00ean con ng\u01b0\u1eddi hi\u1ec7n \u0111ang c\u00f9ng t\u1ed3n t\u1ea1i cho nhi\u1ec1u c\u00f4ng ty b\u1ea3o hi\u1ec3m.\nTrong khi c\u00e1c nh\u00e0 b\u00ecnh lu\u1eadn b\u1ea3o hi\u1ec3m c\u00f3 \u00fd ki\u1ebfn v\u1ec1 m\u1ed1i quan h\u1ec7 k\u00e9p n\u00e0y, kh\u00f4ng ai bi\u1ebft ch\u00ednh x\u00e1c s\u1ef1 c\u00e2n b\u1eb1ng s\u1ebd \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n nh\u01b0 th\u1ebf n\u00e0o. <\/p>\n\n

C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u00f3 th\u1ec3 h\u01b0\u1edfng l\u1ee3i t\u1eeb vi\u1ec7c th\u1ef1c hi\u1ec7n c\u00e1ch ti\u1ebfp c\u1eadn d\u1ef1a tr\u00ean DTC.\nKh\u00e1ch h\u00e0ng ng\u00e0y nay ng\u00e0y c\u00e0ng th\u00edch t\u00ecm hi\u1ec3u v\u1ec1 c\u00e1c l\u1ef1a ch\u1ecdn b\u1ea3o hi\u1ec3m tr\u1ef1c tuy\u1ebfn. <\/p>\n\n

V\u00ed d\u1ee5, m\u1ed9t nghi\u00ean c\u1ee9u cho th\u1ea5y 52% ng\u01b0\u1eddi mua s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5 t\u00ecm ki\u1ebfm \u0111\u1ec3 nghi\u00ean c\u1ee9u<\/a> th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m; 32% nghi\u00ean c\u1ee9u m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u tr\u1ef1c tuy\u1ebfn tr\u01b0\u1edbc khi mua v\u00e0 25% theo d\u00f5i c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd quan t\u00e2m tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i, Sam Ernest-Jones<\/a> t\u1ea1i GlobalWebIndex cho bi\u1ebft.<\/p>\n\n

B\u1eb1ng c\u00e1ch x\u00e2y d\u1ef1ng s\u1ef1 hi\u1ec7n di\u1ec7n tr\u1ef1c tuy\u1ebfn, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u00f3 th\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng duy\u1ec7t web n\u00e0y.\nH\u1ecd c\u0169ng c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 nh\u01b0 tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o \u0111\u1ec3 gi\u00fap ph\u00e2n t\u00edch c\u00e1c \u1ee9ng d\u1ee5ng duy\u1ec7t web ho\u1eb7c ban \u0111\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng tr\u1ef1c tuy\u1ebfn v\u00e0 h\u01b0\u1edbng h\u1ecd \u0111\u1ebfn c\u00e1c k\u00eanh th\u00edch h\u1ee3p.\nV\u00ed d\u1ee5: nh\u1eefng kh\u00e1ch h\u00e0ng c\u1ea7n gia h\u1ea1n \u0111\u1ecbnh k\u1ef3 c\u00f3 th\u1ec3 l\u00e0m nh\u01b0 v\u1eady tr\u1ef1c tuy\u1ebfn, trong khi nh\u1eefng ng\u01b0\u1eddi c\u00f3 c\u00e2u h\u1ecfi ph\u1ee9c t\u1ea1p v\u1ec1 ph\u1ea1m vi b\u1ea3o hi\u1ec3m m\u1edbi c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c chuy\u1ec3n \u0111\u1ebfn m\u1ed9t \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng. <\/p>\n\n

C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u0169ng c\u00f3 th\u1ec3 h\u01b0\u1edfng l\u1ee3i t\u1eeb vi\u1ec7c t\u1ea1o ra c\u00e1c n\u1ec1n t\u1ea3ng DTC v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 t\u00edch h\u1ee3p \u0111\u1ec3 gi\u00fap c\u00e1c \u0111\u1ea1i l\u00fd, Ned Calder, Shahriar Parvarandeh v\u00e0 Michael Brady<\/a> cho bi\u1ebft trong Harvard Business Review.<\/p>\n\n

Ch\u1eb3ng h\u1ea1n, nh\u00e0 s\u1ea3n xu\u1ea5t thi\u1ebft b\u1ecb h\u1ea1ng n\u1eb7ng Caterpillar c\u00f3 nguy c\u01a1 c\u1eaft gi\u1ea3m c\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i \u0111\u1ecba ph\u01b0\u01a1ng ra kh\u1ecfi quy tr\u00ecnh b\u00e1n h\u00e0ng v\u00e0 b\u1ea3o tr\u00ec khi ra m\u1eaft n\u1ec1n t\u1ea3ng qu\u1ea3n l\u00fd xe tr\u1ef1c tuy\u1ebfn \u0111\u1ec3 gi\u00fap kh\u00e1ch h\u00e0ng mua, s\u1eed d\u1ee5ng v\u00e0 b\u1ea3o tr\u00ec thi\u1ebft b\u1ecb Caterpillar.\nTuy nhi\u00ean, c\u00f4ng ty \u0111\u00e3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 n\u00e0y b\u1eb1ng c\u00e1ch th\u00eam m\u1ed9t t\u00ednh n\u0103ng th\u00f4ng b\u00e1o cho c\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i Caterpillar \u0111\u1ecba ph\u01b0\u01a1ng khi m\u1ed9t kh\u00e1ch h\u00e0ng g\u1ea7n \u0111\u00f3 c\u1ea7n h\u1ed7 tr\u1ee3.\nN\u1ec1n t\u1ea3ng n\u00e0y \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t c\u00e1ch \u0111\u1ec3 kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i \u0111\u1ecba ph\u01b0\u01a1ng k\u1ebft n\u1ed1i, \u0111\u1ea3m b\u1ea3o r\u1eb1ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng hi\u1ec7u qu\u1ea3 h\u01a1n. <\/p>\n\n

M\u1ed9t ph\u01b0\u01a1ng ph\u00e1p t\u01b0\u01a1ng t\u1ef1 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 k\u1ebft n\u1ed1i kh\u00e1ch h\u00e0ng b\u1ea3o hi\u1ec3m v\u00e0 \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng.\nV\u00ed d\u1ee5: n\u1ec1n t\u1ea3ng c\u00f3 th\u1ec3 cho ph\u00e9p kh\u00e1ch h\u00e0ng mua b\u1ea3o hi\u1ec3m tr\u1ef1c tuy\u1ebfn, \u0111\u1ed3ng th\u1eddi c\u1ea3nh b\u00e1o cho \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng r\u1eb1ng ch\u00ednh s\u00e1ch \u0111\u00e3 \u0111\u01b0\u1ee3c mua.\nSau \u0111\u00f3, \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng c\u00f3 th\u1ec3 theo d\u00f5i kh\u00e1ch h\u00e0ng, xem x\u00e9t ph\u1ea1m vi b\u1ea3o hi\u1ec3m c\u1ee7a h\u1ecd v\u00e0 s\u1eb5n s\u00e0ng ngay l\u1eadp t\u1ee9c n\u1ebfu kh\u00e1ch h\u00e0ng c\u00f3 c\u00e2u h\u1ecfi ho\u1eb7c c\u1ea7n g\u1eedi khi\u1ebfu n\u1ea1i. <\/p>\n\n

C\u00e1c \u0111\u1eb7c v\u1ee5 s\u1ebd bi\u1ebfn m\u1ea5t?<\/h2>\n\n

C\u00f3 r\u1ea5t nhi\u1ec1u c\u01a1 h\u1ed9i \u0111\u1ec3 k\u1ebft n\u1ed1i c\u00e1c \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng v\u00e0 c\u00e1c k\u00eanh DTC th\u00e0nh m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n ph\u1ed1i duy nh\u1ea5t, t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng.\nTuy nhi\u00ean, h\u1ecd d\u01b0\u1eddng nh\u01b0 kh\u00f4ng thuy\u1ebft ph\u1ee5c \u0111\u01b0\u1ee3c m\u1ecdi ng\u01b0\u1eddi r\u1eb1ng chi\u1ebfn l\u01b0\u1ee3c pha tr\u1ed9n n\u00e0y s\u1ebd tr\u1edf th\u00e0nh hi\u1ec7n th\u1ef1c. <\/p>\n\n

M\u1ed9t s\u1ed1 ng\u01b0\u1eddi d\u1ef1 \u0111o\u00e1n r\u1eb1ng c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 chi\u1ebfn l\u01b0\u1ee3c t\u1ef1 \u0111\u1ed9ng h\u00f3a cu\u1ed1i c\u00f9ng s\u1ebd khi\u1ebfn c\u00e1c \u0111\u1ea1i l\u00fd tr\u1edf n\u00ean l\u1ed7i th\u1eddi.\nV\u00ed d\u1ee5, khi th\u1ea3o lu\u1eadn v\u1ec1 b\u1ea3o hi\u1ec3m nh\u00e2n th\u1ecd, nh\u00e0 t\u01b0 v\u1ea5n qu\u1ea3n l\u00fd t\u00e0i s\u1ea3n Russ Alan Prince<\/a> n\u00f3i r\u1eb1ng h\u1ea7u h\u1ebft c\u00e1c \u0111\u1ea1i l\u00fd s\u1ebd b\u1ecb \u1ea3nh h\u01b0\u1edfng nghi\u00eam tr\u1ecdng b\u1edfi c\u00f4ng ngh\u1ec7.\nAI v\u00e0 h\u1ecdc m\u00e1y cu\u1ed1i c\u00f9ng s\u1ebd thay th\u1ebf ph\u1ea7n l\u1edbn c\u00e1c ch\u1ee9c n\u0103ng hi\u1ec7n t\u1ea1i c\u1ee7a c\u00e1c \u0111\u1ea1i l\u00fd b\u1ea3o hi\u1ec3m. <\/p>\n\n

Tuy nhi\u00ean, ngay c\u1ea3 nh\u1eefng nh\u00e0 b\u00ecnh lu\u1eadn nh\u01b0 Prince c\u0169ng cho ph\u00e9p ngo\u1ea1i l\u1ec7.\n“S\u1ebd c\u00f3 m\u1ed9t t\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m ch\u1ecdn l\u1ecdc c\u00e1c \u0111\u1ea1i l\u00fd b\u1ea3o hi\u1ec3m nh\u00e2n th\u1ecd s\u00e1ng t\u1ea1o, c\u00f3 t\u01b0 duy ti\u1ebfn b\u1ed9, nh\u1eefng ng\u01b0\u1eddi s\u1ebd t\u1eadn d\u1ee5ng c\u00f4ng ngh\u1ec7 v\u00e0 \u0111\u1ed9ng l\u1ef1c thay \u0111\u1ed5i ng\u00e0nh \u0111i k\u00e8m \u0111\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb to l\u1edbn cho nh\u1eefng ng\u01b0\u1eddi kh\u00e1c”, \u00f4ng vi\u1ebft. <\/p>\n\n

C\u00e1c \u0111\u1ea1i l\u00fd P&C c\u0169ng c\u00f3 c\u01a1 h\u1ed9i tr\u1edf th\u00e0nh nh\u1eefng nh\u00e0 t\u01b0 t\u01b0\u1edfng s\u00e1ng t\u1ea1o n\u00e0y.\nC\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m P&C c\u00f3 th\u1ec3 gi\u00fap c\u00e1c \u0111\u1ea1i l\u00fd c\u1ee7a h\u1ecd b\u01b0\u1edbc v\u00e0o vai tr\u00f2 m\u1edbi v\u1edbi t\u01b0 c\u00e1ch l\u00e0 ng\u01b0\u1eddi h\u1ed7 tr\u1ee3 c\u00e1c m\u1ed1i quan h\u1ec7 c\u1ee7a con ng\u01b0\u1eddi.\nB\u1eb1ng c\u00e1ch \u0111\u00f3, P&C c\u00f3 th\u1ec3 n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb m\u00e0 c\u00e1c \u0111\u1ea1i l\u00fd \u0111\u1ecba ph\u01b0\u01a1ng n\u00e0y s\u1ebd t\u1ea1o ra d\u01b0\u1edbi h\u00ecnh th\u1ee9c m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng m\u1ea1nh m\u1ebd h\u01a1n, gi\u1ea3m xung \u0111\u1ed9t do hi\u1ec3u l\u1ea7m v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng su\u1ed1t \u0111\u1eddi. <\/p>\n\n

H\u00ecnh \u1ea3nh b\u1edfi: primagefactory\/\u00a9123RF.com, Cathy Yeulet\/\u00a9123RF.com, goodluz\/\u00a9123RF.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a internet \u0111\u00e3 th\u00fac \u0111\u1ea9y s\u1ef1 b\u00f9ng n\u1ed5 trong kinh doanh \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n tr\u1ef1c tuy\u1ebfn. Ng\u00e0y nay, kh\u00e1ch h\u00e0ng l\u00ean m\u1ea1ng v\u1edbi hy v\u1ecdng r\u1eb1ng h\u1ecd kh\u00f4ng ch\u1ec9 c\u00f3 th\u1ec3 nghi\u00ean c\u1ee9u m\u00e0 c\u00f2n mua b\u1ea5t c\u1ee9 th\u1ee9 g\u00ec c\u00f3 th\u1ec3 t\u01b0\u1edfng t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c, t\u1eeb v\u1edb v\u00e0 l\u00f2 n\u01b0\u1edbng b\u00e1nh \u0111\u1ebfn […]<\/p>\n","protected":false},"featured_media":6868,"template":"","insight-category":[],"class_list":["post-17980","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/insight\/17980","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/types\/insight"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/media\/6868"}],"wp:attachment":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/media?parent=17980"}],"wp:term":[{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/insight-category?post=17980"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}