{"id":19870,"date":"2024-09-20T13:27:21","date_gmt":"2024-09-20T18:27:21","guid":{"rendered":"https:\/\/bolttech.io\/insights\/da-den-luc-nam-lay-he-sinh-thai-bao-hiem-day-la-ly-do-tai-sao\/"},"modified":"2024-09-20T13:27:30","modified_gmt":"2024-09-20T18:27:30","slug":"da-den-luc-nam-lay-he-sinh-thai-bao-hiem-day-la-ly-do-tai-sao","status":"publish","type":"insight","link":"https:\/\/bolttech.io\/vi\/insights\/da-den-luc-nam-lay-he-sinh-thai-bao-hiem-day-la-ly-do-tai-sao\/","title":{"rendered":"\u0110\u00e3 \u0111\u1ebfn l\u00fac n\u1eafm l\u1ea5y h\u1ec7 sinh th\u00e1i b\u1ea3o hi\u1ec3m.\n\u0110\u00e2y l\u00e0 l\u00fd do t\u1ea1i sao."},"content":{"rendered":"\n

T\u0103ng tr\u01b0\u1edfng n\u0103ng su\u1ea5t v\u00e0 doanh thu l\u00e0 nh\u1eefng v\u1ea5n \u0111\u1ec1 c\u1ea5p b\u00e1ch \u0111\u1ed1i v\u1edbi ng\u00e0nh b\u1ea3o hi\u1ec3m.\nNhi\u1ec1u h\u00e3ng v\u1eadn t\u1ea3i kh\u00f4ng c\u00f2n l\u00e0m cho chi ph\u00ed v\u1ed1n c\u1ee7a h\u1ecd, v\u00e0 “to\u00e0n b\u1ed9 ng\u00e0nh c\u00f4ng nghi\u1ec7p \u0111ang ch\u00ecm trong s\u1eafc \u0111\u1ecf b\u1edfi l\u1ee3i nhu\u1eadn kinh t\u1ebf trung b\u00ecnh”, Bernhard Kotanko<\/a> v\u00e0 c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u1ed3ng nghi\u1ec7p t\u1ea1i McKinsey vi\u1ebft. <\/p>\n\n

S\u1ef1 ch\u00eanh l\u1ec7ch v\u1ec1 doanh thu v\u00e0 l\u1ee3i nhu\u1eadn gi\u1eefa c\u00e1c h\u00e3ng v\u1eadn t\u1ea3i l\u1edbn \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u00e0 nh\u1eefng ng\u01b0\u1eddi ch\u01a1i t\u00e0i s\u1ea3n v\u00e0 th\u01b0\u01a1ng vong kh\u00e1c l\u00e0 r\u1ea5t r\u00f5 r\u00e0ng.\nTrong khi c\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p kh\u00e1c \u0111\u00e3 c\u00e1ch m\u1ea1ng h\u00f3a n\u0103ng su\u1ea5t c\u1ee7a h\u1ecd trong th\u1eadp k\u1ef7 qua nh\u1edd c\u00f4ng ngh\u1ec7, b\u1ea3o hi\u1ec3m kh\u00f4ng n\u1eb1m trong s\u1ed1 \u0111\u00f3. <\/p>\n\n

Tuy nhi\u00ean, h\u1ec7 sinh th\u00e1i c\u00f3 th\u1ec3 thay \u0111\u1ed5i cu\u1ed9c ch\u01a1i \u0111\u1ed1i v\u1edbi b\u1ea3o hi\u1ec3m P&C.<\/p>\n\n

H\u1ec7 sinh th\u00e1i<\/a> b\u1ea3o hi\u1ec3m h\u1ee9a h\u1eb9n c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng – do \u0111\u00f3 c\u1ea3i thi\u1ec7n l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 duy tr\u00ec ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7a c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m.\nH\u1ecd c\u0169ng cung c\u1ea5p m\u1ed9t c\u00e1ch \u0111\u1ec3 c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u c\u00f3 li\u00ean quan cao v\u1ec1 s\u1edf th\u00edch, h\u00e0nh vi v\u00e0 mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng. <\/p>\n\n

H\u1ec7 sinh th\u00e1i b\u1ea3o hi\u1ec3m l\u00e0 g\u00ec?<\/h2>\n\n

H\u1ec7 sinh th\u00e1i l\u00e0 “c\u00e1c t\u1eadp h\u1ee3p d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c k\u1ebft n\u1ed1i v\u1edbi nhau trong m\u1ed9t tr\u1ea3i nghi\u1ec7m t\u00edch h\u1ee3p duy nh\u1ea5t”, Johannes-Tobias Lorenz, Ulrike Deetjen v\u00e0 Jasper van Ouwerkerk<\/a> t\u1ea1i McKinsey vi\u1ebft.<\/p>\n\n

Th\u00f4ng th\u01b0\u1eddng ho\u1ea1t \u0111\u1ed9ng t\u1eeb m\u1ed9t n\u1ec1n t\u1ea3ng chia s\u1ebb duy nh\u1ea5t, c\u00e1c h\u1ec7 sinh th\u00e1i \u0111\u1eb7t quan \u0111i\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng l\u00ean h\u00e0ng \u0111\u1ea7u.\nM\u1ed9t h\u1ec7 sinh th\u00e1i b\u1ea3o hi\u1ec3m c\u00f3 th\u1ec3 h\u1ecfi, “Khi kh\u00e1ch h\u00e0ng \u0111ang t\u00ecm ki\u1ebfm b\u1ea3o hi\u1ec3m \u00f4 t\u00f4, h\u1ecd c\u00f3 th\u1ec3 c\u00f3 nh\u1eefng nhu c\u1ea7u n\u00e0o kh\u00e1c c\u00f9ng m\u1ed9t l\u00fac?”\nSau \u0111\u00f3, c\u00f4ng ty b\u1ea3o hi\u1ec3m ti\u1ebfp c\u1eadn v\u1edbi c\u00e1c c\u00f4ng ty cung c\u1ea5p nh\u1eefng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 li\u00ean quan \u0111\u1ebfn nhu c\u1ea7u \u0111\u00f3. <\/p>\n\n

V\u00ed d\u1ee5, h\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng m\u1ed9t nh\u00e0 cung c\u1ea5p P &C \u0111ang t\u00ecm c\u00e1ch x\u00e2y d\u1ef1ng m\u1ed9t h\u1ec7 sinh th\u00e1i xung quanh c\u00e1c d\u1ecbch v\u1ee5 b\u1ea3o hi\u1ec3m ch\u1ee7 nh\u00e0 c\u1ee7a ri\u00eang m\u00ecnh.\nM\u1ed9t kh\u00e1ch h\u00e0ng \u0111ang t\u00ecm ki\u1ebfm b\u1ea3o hi\u1ec3m cho ch\u1ee7 nh\u00e0 c\u00f3 th\u1ec3 g\u1ea7n \u0111\u00e2y \u0111\u00e3 mua nh\u00e0 ho\u1eb7c quan t\u00e2m \u0111\u1ebfn vi\u1ec7c chuy\u1ec3n \u0111\u1ed5i ch\u00ednh s\u00e1ch \u0111\u1ec3 nh\u1eadn ra nhi\u1ec1u gi\u00e1 tr\u1ecb h\u01a1n. <\/p>\n\n

T\u1eeb quan \u0111i\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng, h\u00e0nh tr\u00ecnh kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 mua b\u1ea3o hi\u1ec3m.\n\u0110\u00f3 l\u00e0 v\u1ec1 vi\u1ec7c b\u1ea3o v\u1ec7 ng\u00f4i nh\u00e0 c\u1ee7a h\u1ecd.\nM\u1ed9t h\u1ec7 sinh th\u00e1i \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng \u0111\u1ec3 tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi “Ch\u1ee7 nh\u00e0 c\u1ea7n g\u00ec kh\u00e1c \u0111\u1ec3 b\u1ea3o v\u1ec7 ng\u00f4i nh\u00e0 c\u1ee7a h\u1ecd?” s\u1ebd bao g\u1ed3m c\u00e1c quan h\u1ec7 \u0111\u1ed1i t\u00e1c gi\u00fap tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi n\u00e0y.\nB\u1ea3o hi\u1ec3m ch\u1ee7 nh\u00e0 s\u1ebd c\u00f3 th\u1ec3 truy c\u1eadp \u0111\u01b0\u1ee3c th\u00f4ng qua n\u1ec1n t\u1ea3ng h\u1ec7 sinh th\u00e1i c\u1ee5 th\u1ec3 \u0111\u00f3, nh\u01b0ng c\u00e1c d\u1ecbch v\u1ee5 nh\u01b0 l\u1eafp \u0111\u1eb7t b\u1ed9 \u0111i\u1ec1u nhi\u1ec7t th\u00f4ng minh, th\u1eed nghi\u1ec7m radon ho\u1eb7c lo\u1ea1i b\u1ecf c\u00e2y.\nH\u1ec7 sinh th\u00e1i tr\u1edf th\u00e0nh m\u1ed9t c\u1eeda h\u00e0ng m\u1ed9t c\u1eeda d\u1ef1 \u0111o\u00e1n v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ea1i m\u1ed9t th\u1eddi \u0111i\u1ec3m c\u1ee5 th\u1ec3. <\/p>\n\n

H\u1ec7 sinh th\u00e1i v\u00e0 ph\u1ea3n \u1ee9ng v\u1edbi r\u1ee7i ro<\/h3>\n\n

Khi m\u00f4 h\u00ecnh h\u1ec7 sinh th\u00e1i b\u1eaft \u0111\u1ea7u ph\u00e1t tri\u1ec3n, m\u1ed9t s\u1ed1 nh\u00e0 nghi\u00ean c\u1ee9u d\u1ef1 \u0111o\u00e1n r\u1eb1ng n\u00f3 s\u1ebd c\u00e1ch m\u1ea1ng h\u00f3a c\u00e1c doanh nghi\u1ec7p trong h\u1ea7u h\u1ebft c\u00e1c ng\u00e0nh.\nTrong m\u1ed9t b\u00e0i b\u00e1o c\u1ee7a McKinsey v\u00e0o th\u00e1ng 1 n\u0103m 2018, Tanguy Catlin<\/a> v\u00e0 c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u1ed3ng nghi\u1ec7p \u01b0\u1edbc t\u00ednh r\u1eb1ng c\u00e1c h\u1ec7 sinh th\u00e1i s\u1ebd chi\u1ebfm 30% t\u1ed5ng doanh thu to\u00e0n c\u1ea7u v\u00e0o n\u0103m 2025.\nCOVID-19 v\u00e0 \u00e1p l\u1ef1c c\u1ee7a n\u00f3 trong vi\u1ec7c chuy\u1ec3n c\u00e1c giao d\u1ecbch kinh doanh v\u00e0 ti\u00eau d\u00f9ng tr\u1ef1c tuy\u1ebfn c\u00f3 th\u1ec3 \u0111\u00e3 \u0111\u1ea9y nhanh ti\u1ebfn \u0111\u1ed9 n\u00e0y. <\/p>\n\n

C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m ch\u1ea5p nh\u1eadn ph\u00e2n ph\u1ed1i k\u1ef9 thu\u1eadt s\u1ed1 s\u1edbm \u0111ang tr\u1ea3i nghi\u1ec7m m\u1ed9t l\u1ee3i th\u1ebf ngay b\u00e2y gi\u1edd, ngay c\u1ea3 khi \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 gi\u00e1n \u0111o\u1ea1n v\u00f4 song \u0111\u1ed1i v\u1edbi cu\u1ed9c s\u1ed1ng h\u00e0ng ng\u00e0y.\nKhi COVID-19 l\u00e0m rung chuy\u1ec3n c\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p tr\u00ean to\u00e0n th\u1ebf gi\u1edbi, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m k\u1ebft h\u1ee3p c\u00e1c c\u00f4ng ngh\u1ec7 m\u1edbi n\u1ed5i \u0111\u00e3 v\u01b0\u1ee3t qua c\u01a1n b\u00e3o t\u1ed1t h\u01a1n d\u1ef1 ki\u1ebfn, Stephen Applebaum<\/a>, \u0111\u1ed1i t\u00e1c qu\u1ea3n l\u00fd t\u1ea1i Insurance Solutions Group vi\u1ebft. <\/p>\n\n

Gi\u1edd \u0111\u00e2y, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m v\u00e0 c\u00e1c c\u00f4ng ty kh\u00e1c \u0111ang nhanh ch\u00f3ng \u00e1p d\u1ee5ng c\u00e1c m\u00f4 h\u00ecnh h\u1ec7 sinh th\u00e1i.\nH\u1ec7 sinh th\u00e1i k\u1ef9 thu\u1eadt s\u1ed1 cho ph\u00e9p c\u00e1c doanh nghi\u1ec7p x\u00e2y d\u1ef1ng quan h\u1ec7 \u0111\u1ed1i t\u00e1c v\u00e0 c\u1ed9ng \u0111\u1ed3ng thu h\u00fat kh\u00e1ch h\u00e0ng \u0111\u1ed3ng th\u1eddi h\u1ed7 tr\u1ee3 l\u1eabn nhau cho c\u00e1c n\u1ed7 l\u1ef1c kinh doanh. <\/p>\n\n

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

B\u01b0\u1edbc v\u00e0o k\u1ef7 nguy\u00ean h\u1ec7 sinh th\u00e1i<\/h2>\n\n

Hi\u1ec7n t\u1ea1i, d\u1ef1 \u0111o\u00e1n v\u1ec1 b\u1ea3o hi\u1ec3m t\u00e0i s\u1ea3n v\u00e0 th\u01b0\u01a1ng vong nh\u01b0 m\u1ed9t ng\u00e0nh c\u00f4ng nghi\u1ec7p l\u00e0 th\u1ea3m kh\u1ed1c.<\/p>\n\n

“Ng\u00e0nh P&C \u0111ang b\u1ecb v\u01b0\u1ee3t xa v\u1ec1 t\u1ed5ng n\u0103ng su\u1ea5t theo c\u00e1c l\u0129nh v\u1ef1c t\u1eeb \u00f4 t\u00f4, vi\u1ec5n th\u00f4ng \u0111\u1ebfn ng\u00e2n h\u00e0ng. Tr\u01b0\u1edbc nh\u1eefng ti\u1ebfn b\u1ed9 hi\u1ec7n t\u1ea1i v\u00e0 m\u1edbi n\u1ed5i trong fintech v\u00e0 ph\u00e2n ph\u1ed1i k\u1ef9 thu\u1eadt s\u1ed1, m\u00f4 h\u00ecnh ho\u1ea1t \u0111\u1ed9ng hi\u1ec7n t\u1ea1i c\u1ee7a ng\u00e0nh P&C ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c v\u00e0 r\u1ee7i ro m\u1ea5t \u0111i s\u1ef1 li\u00ean quan \u0111\u1ebfn kinh t\u1ebf”, Sylvain Johansson<\/a> v\u00e0 c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u1ed3ng nghi\u1ec7p vi\u1ebft trong m\u1ed9t b\u00e1o c\u00e1o c\u1ee7a McKinsey v\u00e0o th\u00e1ng 4\/2020.<\/p>\n\n

Duy tr\u00ec s\u1ef1 ph\u00f9 h\u1ee3p \u0111\u00f2i h\u1ecfi c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m P&C ph\u1ea3i thay \u0111\u1ed5i c\u00e1ch ti\u1ebfp c\u1eadn ph\u00e2n ph\u1ed1i.\nM\u00f4 h\u00ecnh h\u1ec7 sinh th\u00e1i l\u00e0 m\u1ed9t c\u00e1ch \u0111\u1ec3 l\u00e0m ch\u00ednh x\u00e1c \u0111i\u1ec1u \u0111\u00f3. <\/p>\n\n

H\u1ec7 sinh th\u00e1i mang l\u1ea1i m\u1ed9t s\u1ed1 l\u1ee3i \u00edch cho c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m, ng\u01b0\u1eddi \u0111\u1ee9ng \u0111\u1ea7u Gen Re Asia Life \/ Health Tuan Miang Chua<\/a> vi\u1ebft.\nCh\u00fang bao g\u1ed3m ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng y\u00eau c\u1ea7u b\u1ea3o hi\u1ec3m v\u00e0 thu th\u1eadp d\u1eef li\u1ec7u c\u00f3 gi\u00e1 tr\u1ecb v\u1ec1 nhu c\u1ea7u v\u00e0 th\u00f3i quen c\u1ee7a h\u1ecd.\nD\u1eef li\u1ec7u, l\u1ea7n l\u01b0\u1ee3t, c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ph\u00e1t tri\u1ec3n v\u00e0 ra m\u1eaft c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u1edbi v\u1edbi t\u1ed1c \u0111\u1ed9 c\u1ef1c nhanh. <\/p>\n\n

“V\u1ec1 b\u1ea3n ch\u1ea5t, c\u00e1c h\u1ec7 sinh th\u00e1i cung c\u1ea5p quy\u1ec1n truy c\u1eadp v\u00e0o kh\u00e1ch h\u00e0ng v\u1edbi chi ph\u00ed th\u1ea5p h\u01a1n v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c \u0111\u1ec1 xu\u1ea5t s\u1ea3n ph\u1ea9m r\u1ed9ng h\u01a1n s\u1ebd gi\u1eef kh\u00e1ch h\u00e0ng trung th\u00e0nh”, Chua vi\u1ebft.<\/p>\n\n

B\u00e2y gi\u1edd l\u00e0 l\u00fac cho m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn h\u1ec7 sinh th\u00e1i<\/h3>\n\n

H\u1ec7 sinh th\u00e1i gi\u00fap c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m d\u1ec5 d\u00e0ng n\u1eafm b\u1eaft s\u1ef1 thay \u0111\u1ed5i h\u01a1n – v\u00e0 s\u1ef1 thay \u0111\u1ed5i \u0111ang nhanh ch\u00f3ng tr\u1edf th\u00e0nh h\u1eb1ng s\u1ed1 duy nh\u1ea5t cho c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m.<\/p>\n\n

S\u1ef1 c\u1ea1nh tranh t\u1eeb c\u00e1c nh\u00e0 cung c\u1ea5p m\u1edbi, nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi c\u00e1c m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1i v\u00e0 b\u1ea3o hi\u1ec3m m\u1edbi v\u00e0 nh\u1eefng thay \u0111\u1ed5i v\u1ec1 gi\u00e1 c\u1ea3 \u0111\u1ec3 \u0111\u1ed1i ph\u00f3 v\u1edbi c\u00e1c cu\u1ed9c kh\u1ee7ng ho\u1ea3ng l\u1edbn \u0111\u1ec1u l\u00e0m t\u0103ng c\u1ed5 ph\u1ea7n cho c\u00e1c h\u00e3ng b\u1ea3o hi\u1ec3m P&C.\nM\u1ed9t h\u1ec7 sinh th\u00e1i cung c\u1ea5p m\u1ed9t c\u00e1ch \u0111\u1ec3 \u0111\u00e1p \u1ee9ng t\u1ea5t c\u1ea3 nh\u1eefng \u00e1p l\u1ef1c n\u00e0y theo c\u00e1ch l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m. <\/p>\n\n

“C\u00e1c m\u00f4 h\u00ecnh ho\u1ea1t \u0111\u1ed9ng t\u1eadp trung v\u00e0o h\u1ec7 sinh th\u00e1i s\u1ebd ch\u1ec9 tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n trong b\u1ea3o hi\u1ec3m trong nh\u1eefng n\u0103m t\u1edbi khi bi\u00ean gi\u1edbi \u0111\u1ecba l\u00fd truy\u1ec1n th\u1ed1ng bi\u1ebfn m\u1ea5t v\u00e0 nhi\u1ec1u kh\u00e1ch h\u00e0ng, \u0111\u1ea1i l\u00fd v\u00e0 c\u00f4ng ty b\u1ea3o hi\u1ec3m d\u1ef1a v\u00e0o c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ec3 ti\u1ebfn h\u00e0nh kinh doanh – \u0111\u1eb7c bi\u1ec7t l\u00e0 trong tr\u01b0\u1eddng h\u1ee3p kh\u00f4ng c\u00f3 c\u00e1c cu\u1ed9c h\u1ecdp tr\u1ef1c ti\u1ebfp”, Erwann Michel-Kerjan<\/a> , \u0111\u1ed1i t\u00e1c c\u1ee7a McKinsey t\u1ea1i Carrier Management vi\u1ebft.<\/p>\n\n

Th\u1eadt v\u1eady, trong k\u1ef7 nguy\u00ean COVID-19, ngay c\u1ea3 m\u1ed9t cu\u1ed9c h\u1ecdp tr\u1ef1c ti\u1ebfp c\u0169ng mang \u0111\u1ebfn m\u1ed9t m\u1ee9c \u0111\u1ed9 r\u1ee7i ro m\u1edbi cho nh\u1eefng ng\u01b0\u1eddi tham gia cu\u1ed9c h\u1ecdp.\n\u0110\u1ed1i v\u1edbi c\u00e1c chuy\u00ean gia b\u1ea3o hi\u1ec3m \u0111ang t\u00ecm c\u00e1ch x\u00e2y d\u1ef1ng quan h\u1ec7 \u0111\u1ed1i t\u00e1c ho\u1eb7c cho nh\u1eefng kh\u00e1ch h\u00e0ng c\u1ea7n m\u1ed9t lo\u1ea1t c\u00e1c d\u1ecbch v\u1ee5 cho ng\u00f4i nh\u00e0 ho\u1eb7c xe h\u01a1i m\u1edbi c\u1ee7a h\u1ecd, m\u1ed9t s\u1ed1 cu\u1ed9c h\u1ecdp c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eafp x\u1ebfp.\nC\u00e1c n\u1ec1n t\u1ea3ng h\u1ec7 sinh th\u00e1i k\u1ef9 thu\u1eadt s\u1ed1 cho ph\u00e9p c\u00e1c k\u1ebft n\u1ed1i n\u00e0y \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1eeb xa, b\u1ea3o v\u1ec7 s\u1ee9c kh\u1ecfe v\u00e0 s\u1ef1 an to\u00e0n c\u1ee7a ng\u01b0\u1eddi tham gia \u0111\u1ed3ng th\u1eddi t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho c\u00e1c k\u1ebft n\u1ed1i chuy\u00ean nghi\u1ec7p m\u1ea1nh m\u1ebd h\u01a1n bao gi\u1edd h\u1ebft. <\/p>\n\n

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

N\u1eafm b\u1eaft h\u1ec7 sinh th\u00e1i \u0111\u1ec3 t\u0103ng tr\u01b0\u1edfng ng\u00e0nh<\/h2>\n\n

“H\u1ec7 sinh th\u00e1i c\u00f3 ti\u1ec1m n\u0103ng m\u1edf ra ngu\u1ed3n doanh thu m\u1edbi cho c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m”, Lorenz, Deetjen v\u00e0 van Ouwerkerk vi\u1ebft.\nM\u1eb7c d\u00f9 m\u1ed9t ph\u1ea7n doanh thu n\u00e0y c\u00f3 th\u1ec3 \u0111\u1ebfn t\u1eeb quan h\u1ec7 \u0111\u1ed1i t\u00e1c phi b\u1ea3o hi\u1ec3m, nh\u01b0ng ph\u1ea7n l\u1edbn n\u00f3 ph\u00e1t sinh t\u1eeb t\u00e1c \u0111\u1ed9ng c\u1ee7a m\u00f4 h\u00ecnh h\u1ec7 sinh th\u00e1i \u0111\u1ed1i v\u1edbi ho\u1ea1t \u0111\u1ed9ng kinh doanh ph\u00e2n ph\u1ed1i b\u1ea3o hi\u1ec3m. <\/p>\n\n

V\u00ed d\u1ee5: c\u01a1 h\u1ed9i ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng t\u1ea1i nhi\u1ec1u \u0111i\u1ec3m ti\u1ebfp x\u00fac khi h\u1ecd t\u1eadn d\u1ee5ng c\u00e1c \u0111\u1ed1i t\u00e1c h\u1ec7 sinh th\u00e1i kh\u00e1c nhau c\u00f3 th\u1ec3 l\u1ea7n l\u01b0\u1ee3t th\u00fac \u0111\u1ea9y doanh thu.\nKh\u1ea3 n\u0103ng thu th\u1eadp d\u1eef li\u1ec7u v\u1ec1 s\u1edf th\u00edch v\u00e0 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 gi\u00fap c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m d\u1ef1 \u0111o\u00e1n t\u1ef7 l\u1ec7 r\u1eddi b\u1ecf, c\u1ea3i thi\u1ec7n gi\u00e1 c\u1ea3 ho\u1eb7c ph\u00e1t hi\u1ec7n gian l\u1eadn. <\/p>\n\n

X\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c h\u1ec7 sinh th\u00e1i s\u1ed1<\/h3>\n\n

Kh\u00e1i ni\u1ec7m quan h\u1ec7 \u0111\u1ed1i t\u00e1c kinh doanh h\u1ea7u nh\u01b0 kh\u00f4ng m\u1edbi.\nC\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m \u0111\u00e3 t\u1ea1o ra quan h\u1ec7 \u0111\u1ed1i t\u00e1c trong qu\u00e1 kh\u1ee9, nh\u01b0ng nh\u1eefng quan h\u1ec7 \u0111\u1ed1i t\u00e1c n\u00e0y th\u01b0\u1eddng kh\u00f4ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u00f4 h\u00ecnh kinh doanh c\u1ed1t l\u00f5i c\u1ee7a c\u00f4ng ty b\u1ea3o hi\u1ec3m.\nThay v\u00e0o \u0111\u00f3, ch\u00fang l\u00e0 nh\u1eefng s\u1eafp x\u1ebfp ph\u1ee5 tr\u1ee3 nh\u1eb1m t\u1ea1o \u0111i\u1ec1u ki\u1ec7n thu\u1eadn l\u1ee3i cho m\u1ed9t d\u1ef1 \u00e1n ho\u1eb7c m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3. <\/p>\n\n

Quan h\u1ec7 \u0111\u1ed1i t\u00e1c h\u1ec7 sinh th\u00e1i ho\u1ea1t \u0111\u1ed9ng kh\u00e1c nhau.\n\u0110\u1ec3 quan h\u1ec7 \u0111\u1ed1i t\u00e1c h\u1ec7 sinh th\u00e1i c\u1ee7a h\u1ecd th\u00e0nh c\u00f4ng, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m P&C s\u1ebd c\u1ea7n ph\u1ea3i suy ngh\u0129 l\u1ea1i to\u00e0n b\u1ed9 c\u00e1ch ti\u1ebfp c\u1eadn ph\u00e2n ph\u1ed1i c\u1ee7a h\u1ecd.\nC\u00e1ch ti\u1ebfp c\u1eadn m\u1edbi c\u1ee7a h\u1ecd s\u1ebd c\u1ea7n ph\u1ea3i t\u00ednh \u0111\u1ebfn nh\u1eefng th\u00e1ch th\u1ee9c \u0111\u1ed9c \u0111\u00e1o c\u1ee7a ph\u00e2n ph\u1ed1i b\u1ea3o hi\u1ec3m k\u1ef9 thu\u1eadt s\u1ed1, c\u0169ng nh\u01b0 c\u00e1ch th\u1ee9c m\u00e0 c\u00e1c \u0111\u1ed1i t\u00e1c phi b\u1ea3o hi\u1ec3m c\u1ee7a h\u1ecd s\u1ebd c\u1ea7n \u0111\u1ec3 giao ti\u1ebfp v\u00e0 ho\u1ea1t \u0111\u1ed9ng trong n\u1ec1n t\u1ea3ng h\u1ec7 sinh th\u00e1i k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a c\u00f4ng ty b\u1ea3o hi\u1ec3m. <\/p>\n\n

\u0110\u1ec3 b\u1eaft \u0111\u1ea7u, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m P&C s\u1ebd c\u1ea7n xem x\u00e9t tr\u1ea3i nghi\u1ec7m b\u1ea3o hi\u1ec3m t\u1eeb quan \u0111i\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng.\nTheo truy\u1ec1n th\u1ed1ng, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m v\u00e0 c\u00e1c doanh nghi\u1ec7p kh\u00e1c \u0111\u00e3 ki\u1ec3m tra hi\u1ec7u su\u1ea5t c\u1ee7a ch\u00ednh h\u1ecd t\u1ea1i c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac m\u00e0 kh\u00e1ch h\u00e0ng v\u00e0 doanh nghi\u1ec7p th\u1ef1c s\u1ef1 t\u01b0\u01a1ng t\u00e1c. <\/p>\n\n

Tuy nhi\u00ean, ph\u01b0\u01a1ng ph\u00e1p \u0111i\u1ec3m ti\u1ebfp x\u00fac \u0111\u1ec3 hi\u1ec3u m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng kh\u00f4ng chuy\u1ec3n t\u1ed1t sang c\u00e1c m\u00f4 h\u00ecnh h\u1ec7 sinh th\u00e1i k\u1ef9 thu\u1eadt s\u1ed1, b\u1edfi v\u00ec n\u00f3 \u0111\u1ec3 l\u1ea1i qu\u00e1 nhi\u1ec1u th\u00f4ng tin tr\u00ean b\u00e0n.\n“Ch\u1ec9 b\u1eb1ng c\u00e1ch nh\u00ecn v\u00e0o tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng qua ch\u00ednh \u0111\u00f4i m\u1eaft c\u1ee7a h\u1ecd – trong to\u00e0n b\u1ed9 h\u00e0nh tr\u00ecnh \u0111\u00e3 th\u1ef1c hi\u1ec7n – b\u1ea1n m\u1edbi c\u00f3 th\u1ec3 th\u1ef1c s\u1ef1 b\u1eaft \u0111\u1ea7u hi\u1ec3u c\u00e1ch c\u1ea3i thi\u1ec7n hi\u1ec7u su\u1ea5t m\u1ed9t c\u00e1ch c\u00f3 \u00fd ngh\u0129a”, Nicolas Maechler, Keven Neher v\u00e0 Robert Park<\/a> t\u1ea1i McKinsey vi\u1ebft. <\/p>\n\n

May m\u1eafn thay, hi\u1ec7u su\u1ea5t \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n s\u1ebd mang l\u1ea1i l\u1ee3i \u00edch \u0111\u00e1ng k\u1ec3 cho c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m trong nh\u1eefng n\u0103m 2020 v\u00e0 h\u01a1n th\u1ebf n\u1eefa.<\/p>\n\n

H\u1ee3p t\u00e1c v\u00ec m\u1ed9t t\u01b0\u01a1ng lai t\u01b0\u01a1i s\u00e1ng h\u01a1n<\/h3>\n\n

C\u00e1c h\u00e3ng b\u1ea3o hi\u1ec3m kh\u00f4ng n\u1eafm b\u1eaft c\u00e1c ph\u01b0\u01a1ng th\u1ee9c ph\u00e2n ph\u1ed1i k\u1ef9 thu\u1eadt s\u1ed1 m\u1edbi c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng.\nM\u1ed9t b\u00e1o c\u00e1o n\u0103m 2019 c\u1ee7a Accenture d\u1ef1 \u0111o\u00e1n r\u1eb1ng c\u00e1c t\u1ed5 ch\u1ee9c b\u1ea3o hi\u1ec3m ch\u1eadm tr\u1ec5 trong ph\u1ea3n \u1ee9ng v\u1edbi thay \u0111\u1ed5i k\u1ef9 thu\u1eadt s\u1ed1 “c\u00f3 th\u1ec3 b\u1ecb x\u00f3i m\u00f2n th\u1ecb ph\u1ea7n tr\u1ecb gi\u00e1 t\u1ed5ng c\u1ed9ng 198 t\u1ef7 \u0111\u00f4 la M\u1ef9 tr\u00ean to\u00e0n th\u1ebf gi\u1edbi trong n\u0103m n\u0103m t\u1edbi”, Daniele Presutti<\/a>, gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u1ea5p cao t\u1ea1i Accenture vi\u1ebft. <\/p>\n\n

C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m ch\u1eadm l\u1ea1i c\u0169ng c\u00f3 th\u1ec3 m\u1ea5t c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng m\u1edbi v\u1edbi t\u1ed5ng tr\u1ecb gi\u00e1 177 t\u1ef7 USD, Presutti vi\u1ebft.\nNhi\u1ec1u c\u01a1 h\u1ed9i trong s\u1ed1 n\u00e0y s\u1ebd chuy\u1ec3n sang c\u00e1c h\u1ec7 sinh th\u00e1i k\u1ef9 thu\u1eadt s\u1ed1 khi kh\u00e1ch h\u00e0ng c\u00f3 ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u1ee7ng c\u1ed1 s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m t\u00ecm ki\u1ebfm ph\u1ea1m vi b\u1ea3o hi\u1ec3m tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng m\u1edbi. <\/p>\n\n

B\u1eb1ng c\u00e1ch h\u1ee3p t\u00e1c v\u1edbi c\u00e1c c\u00f4ng ty cung c\u1ea5p c\u00e1c d\u1ecbch v\u1ee5 phi b\u1ea3o hi\u1ec3m li\u00ean quan v\u00e0 cung c\u1ea5p c\u00e1c d\u1ecbch v\u1ee5 c\u1ee7a m\u1ecdi \u0111\u1ed1i t\u00e1c cho kh\u00e1ch h\u00e0ng tr\u00ean c\u00f9ng m\u1ed9t n\u1ec1n t\u1ea3ng, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m P&C c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng h\u1ec7 sinh th\u00e1i c\u1ee7a ri\u00eang h\u1ecd.\nC\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u0169ng c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh c\u00e1c h\u1ec7 sinh th\u00e1i n\u00e0y theo nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 b\u1ec1n ch\u1eb7t h\u01a1n v\u00e0 c\u1ea3i thi\u1ec7n l\u00f2ng trung th\u00e0nh. <\/p>\n\n

H\u00ecnh \u1ea3nh b\u1edfi: goodluz\/\u00a9123RF.com, Sumetee Theesungnern\/\u00a9123RF.com, Andriy Popov\/\u00a9123RF.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

T\u0103ng tr\u01b0\u1edfng n\u0103ng su\u1ea5t v\u00e0 doanh thu l\u00e0 nh\u1eefng v\u1ea5n \u0111\u1ec1 c\u1ea5p b\u00e1ch \u0111\u1ed1i v\u1edbi ng\u00e0nh b\u1ea3o hi\u1ec3m. Nhi\u1ec1u h\u00e3ng v\u1eadn t\u1ea3i kh\u00f4ng c\u00f2n l\u00e0m cho chi ph\u00ed v\u1ed1n c\u1ee7a h\u1ecd, v\u00e0 “to\u00e0n b\u1ed9 ng\u00e0nh c\u00f4ng nghi\u1ec7p \u0111ang ch\u00ecm trong s\u1eafc \u0111\u1ecf b\u1edfi l\u1ee3i nhu\u1eadn kinh t\u1ebf trung b\u00ecnh”, Bernhard Kotanko v\u00e0 c\u00e1c nh\u00e0 nghi\u00ean […]<\/p>\n","protected":false},"featured_media":8907,"template":"","insight-category":[],"class_list":["post-19870","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/insight\/19870","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\/8907"}],"wp:attachment":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/media?parent=19870"}],"wp:term":[{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/insight-category?post=19870"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}