{"id":21171,"date":"2024-09-30T14:23:17","date_gmt":"2024-09-30T19:23:17","guid":{"rendered":"https:\/\/bolttech.io\/insights\/du-lieu-clv-cach-xac-dinh-thu-hut-va-giu-chan-khach-hang-co-gia-tri-cao\/"},"modified":"2024-09-30T14:23:27","modified_gmt":"2024-09-30T19:23:27","slug":"du-lieu-clv-cach-xac-dinh-thu-hut-va-giu-chan-khach-hang-co-gia-tri-cao","status":"publish","type":"insight","link":"https:\/\/bolttech.io\/vi\/insights\/du-lieu-clv-cach-xac-dinh-thu-hut-va-giu-chan-khach-hang-co-gia-tri-cao\/","title":{"rendered":"D\u1eef li\u1ec7u CLV: C\u00e1ch x\u00e1c \u0111\u1ecbnh, thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb cao"},"content":{"rendered":"\n<p>C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m P&amp;C ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nhi\u1ec1u th\u00e1ch th\u1ee9c li\u00ean quan \u0111\u1ebfn vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng v\u00e0 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7.\nTh\u1ee9 nh\u1ea5t, s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng mua b\u1ea3o hi\u1ec3m xe h\u01a1i \u0111\u00e3 gi\u1ea3m trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, theo <a href=\"https:\/\/www.forbes.com\/sites\/jimgorzelany\/2018\/05\/16\/fewer-shopping-for-car-insurance-as-ad-buys-fall-and-falter\/#13f53cf56be9\" target=\"_blank\" rel=\"noreferrer noopener\">Jim Gorzelany<\/a> t\u1ea1i Forbes. <\/p>\n\n<p>Trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi v\u1eabn tr\u1ea3 ti\u1ec1n cho b\u1ea3o hi\u1ec3m \u00f4 t\u00f4 ho\u1eb7c nh\u00e0, d\u1ec5 d\u00e0ng truy c\u1eadp th\u00f4ng tin c\u00f3 ngh\u0129a l\u00e0 nhi\u1ec1u kh\u00e1ch h\u00e0ng mua b\u1ea3o hi\u1ec3m ch\u1ec9 d\u1ef1a tr\u00ean gi\u00e1 c\u1ea3.\nC\u00f3 l\u1ebd \u0111\u00e2y l\u00e0 l\u00fd do t\u1ea1i sao kh\u1ea3 n\u0103ng m\u1ed9t doanh nghi\u1ec7p b\u00e1n cho m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi ch\u1ec9 l\u00e0 5%, so v\u1edbi 60% cho kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, <a href=\"https:\/\/www.newsmax.com\/finance\/monicaeatoncardone\/soaring-customer-acquisition-costs\/2019\/02\/04\/id\/901204\/\" target=\"_blank\" rel=\"noreferrer noopener\">Monica Eaton-Cardone<\/a> gi\u1ea3i th\u00edch t\u1ea1i NewsMax. <\/p>\n\n<p>May m\u1eafn thay, t\u0103ng t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng ch\u1ec9 b\u1eb1ng 5% c\u00f3 th\u1ec3 t\u0103ng l\u1ee3i nhu\u1eadn t\u1eeb 25 \u0111\u1ebfn 95%, <a href=\"http:\/\/www2.bain.com\/Images\/BB_Prescription_cutting_costs.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Frederick Reichheld<\/a> c\u1ee7a Bain &amp;; Company n\u00f3i.\nTr\u01b0\u1eddng h\u1ee3p m\u1ed9t c\u00f4ng ty b\u1ea3o hi\u1ec3m r\u01a1i v\u00e0o ph\u1ea1m vi \u0111\u00f3 s\u1ebd c\u00f3 t\u00e1c \u0111\u1ed9ng s\u00e2u s\u1eafc \u0111\u1ebfn kh\u1ea3 n\u0103ng c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng P&amp;C. <\/p>\n\n<p>\u0110\u1ec3 c\u1ea3i thi\u1ec7n l\u1ee3i nhu\u1eadn th\u00f4ng qua x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7, vi\u1ec7c theo d\u00f5i d\u1eef li\u1ec7u gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng (D\u1eef li\u1ec7u CLV) l\u00e0 \u0111i\u1ec1u b\u1eaft bu\u1ed9c.<\/p>\n\n<h2 class=\"wp-block-heading\">Gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec?<\/h2>\n\n<p>Gi\u1eef m\u1ed9t kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i c\u00f3 th\u1ec3 t\u1ed1n k\u00e9m h\u01a1n n\u0103m l\u1ea7n so v\u1edbi vi\u1ec7c thu h\u00fat m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi, <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noreferrer noopener\">Khalid Saleh<\/a> t\u1ea1i Infesp n\u00f3i.\nTuy nhi\u00ean, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i theo d\u00f5i chi ph\u00ed duy tr\u00ec l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.\nN\u1ebfu kh\u00e1ch h\u00e0ng kh\u00f4ng cung c\u1ea5p gi\u00e1 tr\u1ecb gia t\u0103ng theo th\u1eddi gian, chi ph\u00ed duy tr\u00ec l\u00f2ng trung th\u00e0nh \u0111\u00f3 c\u00f3 th\u1ec3 ch\u1ee9ng minh l\u00e0 kh\u00f4ng hi\u1ec7u qu\u1ea3.  <\/p>\n\n<p>\u0110\u00f3 l\u00e0 n\u01a1i d\u1eef li\u1ec7u CLV xu\u1ea5t hi\u1ec7n.\nCLV l\u00e0 &#8220;gi\u00e1 tr\u1ecb hi\u1ec7n t\u1ea1i r\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng sau khi tr\u1eeb chi ph\u00ed t\u1eeb doanh thu ki\u1ebfm \u0111\u01b0\u1ee3c cho kh\u00e1ch h\u00e0ng n\u00f3i tr\u00ean&#8221;, <a href=\"https:\/\/rstudio-pubs-static.s3.amazonaws.com\/434369_c79f1c77dc9d4d37a233a06f3cbf30dd.html\" target=\"_blank\" rel=\"noreferrer noopener\">Sandeep Sisupalan<\/a>, nh\u00e0 khoa h\u1ecdc d\u1eef li\u1ec7u v\u00e0 nh\u00e0 nghi\u00ean c\u1ee9u t\u1ea1i AiSensum cho bi\u1ebft. <\/p>\n\n<p>N\u00f3 \u0111\u01b0\u1ee3c t\u00ednh b\u1eb1ng c\u00e1ch tr\u1eeb \u0111i c\u00e1c chi ph\u00ed t\u00edch l\u0169y trong vi\u1ec7c t\u00ecm ki\u1ebfm ho\u1eb7c gi\u1eef kh\u00e1ch h\u00e0ng kh\u1ecfi doanh thu m\u00e0 kh\u00e1ch h\u00e0ng \u0111\u00e3 \u0111\u00f3ng g\u00f3p cho c\u00f4ng ty.<\/p>\n\n<p><a href=\"https:\/\/blog.hubspot.com\/service\/how-to-calculate-customer-lifetime-value?__hstc=103362207.8432e18fe1b4e270bd8d783f6794e506.1724072077526.1724252449792.1724256511253.9&amp;__hssc=103362207.5.1724961141870&amp;__hsfp=3405490495\" target=\"_blank\" rel=\"noreferrer noopener\">Clint Fontanella<\/a> t\u1ea1i HubSpot khuy\u00ean b\u1ea1n n\u00ean chia nh\u1ecf d\u1eef li\u1ec7u CLV h\u01a1n n\u1eefa, b\u1eb1ng c\u00e1ch t\u00ednh to\u00e1n b\u1ed1n s\u1ed1:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Gi\u00e1 tr\u1ecb mua trung b\u00ecnh.<\/strong>  \u0110\u00f3 l\u00e0 t\u1ed5ng doanh thu chia cho s\u1ed1 l\u1ea7n mua.<\/li>\n\n\n\n<li><strong>T\u1ef7 l\u1ec7 t\u1ea7n su\u1ea5t mua h\u00e0ng trung b\u00ecnh.<\/strong>  \u0110\u00f3 l\u00e0 s\u1ed1 l\u1ea7n mua chia cho s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng duy nh\u1ea5t mua.<\/li>\n\n\n\n<li><strong>Gi\u00e1 tr\u1ecb kh\u00e1ch h\u00e0ng.<\/strong>  \u0110\u00f3 l\u00e0 gi\u00e1 tr\u1ecb mua trung b\u00ecnh nh\u00e2n v\u1edbi t\u1ea7n su\u1ea5t mua trung b\u00ecnh.<\/li>\n\n\n\n<li><strong>Tu\u1ed5i th\u1ecd trung b\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/strong>  \u0110\u00f3 l\u00e0 t\u1ed5ng th\u1eddi gian kh\u00e1ch h\u00e0ng \u1edf l\u1ea1i v\u1edbi c\u00f4ng ty c\u1ee7a b\u1ea1n chia cho s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng.<\/li>\n<\/ul>\n\n<p>Sau \u0111\u00f3, Fontanella n\u00f3i, t\u00ednh CLV b\u1eb1ng c\u00e1ch nh\u00e2n gi\u00e1 tr\u1ecb kh\u00e1ch h\u00e0ng v\u1edbi tu\u1ed5i th\u1ecd trung b\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng.\nK\u1ebft qu\u1ea3 cho bi\u1ebft b\u1ea1n c\u00f3 th\u1ec3 mong \u0111\u1ee3i m\u1ed7i kh\u00e1ch h\u00e0ng \u0111\u00f3ng g\u00f3p bao nhi\u00eau gi\u00e1 tr\u1ecb cho c\u00f4ng ty trong su\u1ed1t m\u1ed1i quan h\u1ec7 c\u1ee7a h\u1ecd. <\/p>\n\n<p>Con s\u1ed1 n\u00e0y sau \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 so s\u00e1nh hi\u1ec7u su\u1ea5t c\u1ee7a kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n.\nB\u1eb1ng c\u00e1ch thay \u0111\u1ed5i kho\u1ea3ng th\u1eddi gian \u0111\u01b0\u1ee3c ch\u1ecdn khi t\u00ednh gi\u00e1 tr\u1ecb mua trung b\u00ecnh v\u00e0 t\u1ea7n su\u1ea5t mua trung b\u00ecnh, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u0169ng c\u00f3 th\u1ec3 ki\u1ec3m tra gi\u00e1 tr\u1ecb c\u1ee7a kh\u00e1ch h\u00e0ng trong c\u00e1c kho\u1ea3ng th\u1eddi gian kh\u00e1c nhau.\nC\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1c nhau c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh CLV c\u1ee7a kh\u00e1ch h\u00e0ng trung b\u00ecnh trong nh\u00f3m \u0111\u00f3.  <\/p>\n\n<p>Ngo\u00e0i ra, theo d\u00f5i th\u00f4ng tin nh\u01b0 mua h\u00e0ng l\u1eb7p l\u1ea1i v\u00e0 gi\u00e1 tr\u1ecb gi\u1edbi thi\u1ec7u c\u00f3 th\u1ec3 cung c\u1ea5p m\u1ed9t b\u1ee9c tranh s\u1eafc th\u00e1i h\u01a1n v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a kh\u00e1ch h\u00e0ng cho c\u00f4ng ty b\u1ea3o hi\u1ec3m, <a href=\"https:\/\/www.amfam.com\/resources\/articles\/your-business\/how-to-calculate-your-customers-value\" target=\"_blank\" rel=\"noreferrer noopener\">Jessica Oman<\/a>, t\u1ed5ng gi\u00e1m \u0111\u1ed1c k\u1ebf ho\u1ea1ch t\u1ea1i Renegade Planner cho bi\u1ebft.<\/p>\n\n<p>C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u CLV \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi c\u00e1c ch\u00ednh s\u00e1ch b\u00e1n ch\u00e9o ho\u1eb7c b\u00e1n th\u00eam.\nC\u00f4ng ty c\u0169ng c\u00f3 th\u1ec3 ngay l\u1eadp t\u1ee9c x\u00e1c \u0111\u1ecbnh xem m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi c\u00f3 ph\u1ea9m ch\u1ea5t t\u01b0\u01a1ng t\u1ef1 nh\u01b0 kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb cao hi\u1ec7n t\u1ea1i hay kh\u00f4ng, Sisupalan n\u00f3i. <\/p>\n\n<h2 class=\"wp-block-heading\">T\u1ea1i sao theo d\u00f5i t\u1ef7 l\u1ec7 duy tr\u00ec l\u00e0 kh\u00f4ng \u0111\u1ee7<\/h2>\n\n<p>Theo d\u00f5i gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng kh\u00e1c v\u1edbi vi\u1ec7c ch\u1ec9 theo d\u00f5i t\u1ef7 l\u1ec7 r\u1eddi b\u1ecf ho\u1eb7c duy tr\u00ec.\nT\u1ef7 l\u1ec7 duy tr\u00ec c\u00f3 th\u1ec3 cho c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m bi\u1ebft c\u00f3 bao nhi\u00eau kh\u00e1ch h\u00e0ng \u1edf l\u1ea1i v\u00e0 trong bao l\u00e2u, nh\u01b0ng \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 t\u1ea1i sao kh\u00e1ch h\u00e0ng ch\u1ecdn h\u00e0nh x\u1eed nh\u01b0 h\u1ecd, <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noreferrer noopener\">Jill Avery<\/a>, gi\u1ea3ng vi\u00ean cao c\u1ea5p t\u1ea1i Tr\u01b0\u1eddng Kinh doanh Harvard cho bi\u1ebft. <\/p>\n\n<p>Khi c\u00e1c doanh nghi\u1ec7p theo d\u00f5i d\u1eef li\u1ec7u CLV, h\u1ecd c\u00f3 \u0111\u01b0\u1ee3c c\u00e1i nh\u00ecn s\u00e2u s\u1eafc kh\u00f4ng ch\u1ec9 v\u1ec1 l\u00fd do t\u1ea1i sao kh\u00e1ch h\u00e0ng \u1edf l\u1ea1i, m\u00e0 c\u1ea3 nh\u1eefng g\u00ec h\u1ecd l\u00e0m cho doanh nghi\u1ec7p trong khi h\u1ecd c\u00f3 m\u1eb7t.<\/p>\n\n<p>M\u1eb7c d\u00f9 b\u1ea1n c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng chi ph\u00ed tr\u00ean m\u1ed7i kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 t\u1ef7 l\u1ec7 duy tr\u00ec, nh\u01b0ng ch\u00fang kh\u00f4ng cho b\u1ea1n bi\u1ebft nhi\u1ec1u v\u1ec1 th\u1eddi gian nh\u1eefng kh\u00e1ch h\u00e0ng \u0111\u00f3 g\u1eafn b\u00f3 ho\u1eb7c h\u1ecd mua g\u00ec. \u0110\u00e2y l\u00e0 l\u00fac gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi xu\u1ea5t hi\u1ec7n&#8221;, <a href=\"https:\/\/www.forbes.com\/sites\/theyec\/2018\/12\/05\/why-lifetime-value-is-the-most-important-metric-for-measuring-clients\/#12fc325250bb\" target=\"_blank\" rel=\"noreferrer noopener\">Samuel Thimothy<\/a>, ph\u00f3 ch\u1ee7 t\u1ecbch c\u1ee7a OneIMS v\u00e0 \u0111\u1ed3ng s\u00e1ng l\u1eadp Clickx.io cho bi\u1ebft.<\/p>\n\n<p>B\u1eb1ng c\u00e1ch theo d\u00f5i gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh xem m\u1ed9t s\u1ed1 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng nh\u1ea5t \u0111\u1ecbnh &#8211; ho\u1eb7c th\u1eadm ch\u00ed l\u00e0 kh\u00e1ch h\u00e0ng v\u1edbi t\u01b0 c\u00e1ch c\u00e1 nh\u00e2n &#8211; \u0111ang th\u00fac \u0111\u1ea9y s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ty hay c\u1ea3n tr\u1edf n\u00f3.<\/p>\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/business-meeting-1024x683.jpg\" alt=\"\" class=\"wp-image-5694\"\/><\/figure>\n\n<h2 class=\"wp-block-heading\">C\u00e1ch theo d\u00f5i d\u1eef li\u1ec7u CLV c\u1ea3i thi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng<\/h2>\n\n<p>Ch\u1ee7 t\u1ecbch v\u00e0 Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh <a href=\"https:\/\/www.acord.org\/docs\/default-source\/research-public\/driving_value.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">ACORD Bill Pieroni<\/a> n\u00f3i r\u1eb1ng c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m \u00f4 t\u00f4 hi\u1ec7u su\u1ea5t cao c\u00f3 kh\u1ea3 n\u0103ng c\u00e2n b\u1eb1ng b\u1ed1n chi\u1ebfn l\u01b0\u1ee3c ch\u00ednh: l\u00e3nh \u0111\u1ea1o s\u1ea3n ph\u1ea9m, \u0111\u1ed5i m\u1edbi, ho\u1ea1t \u0111\u1ed9ng xu\u1ea5t s\u1eafc v\u00e0 s\u1ef1 th\u00e2n m\u1eadt c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n<p>Theo d\u00f5i gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 tr\u1ecdng t\u00e2m c\u1ee7a s\u1ef1 th\u00e2n m\u1eadt c\u1ee7a kh\u00e1ch h\u00e0ng.\nC\u00e1c s\u1ed1 li\u1ec7u nh\u01b0 t\u1ef7 l\u1ec7 duy tr\u00ec cho ph\u00e9p c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m h\u1ecfi l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 gi\u1eef ch\u00e2n m\u1ed9t s\u1ed1 kh\u00e1ch h\u00e0ng nh\u1ea5t \u0111\u1ecbnh; CLV t\u1eadp trung v\u00e0o l\u00fd do t\u1ea1i sao m\u1ed9t s\u1ed1 kh\u00e1ch h\u00e0ng nh\u1ea5t \u0111\u1ecbnh x\u1ee9ng \u0111\u00e1ng \u0111\u01b0\u1ee3c c\u00f4ng ty b\u1ea3o hi\u1ec3m t\u1eadp trung. <\/p>\n\n<p>M\u1ed9t trong nh\u1eefng m\u1ee5c ti\u00eau c\u1ee7a vi\u1ec7c theo d\u00f5i gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 x\u00e1c \u0111\u1ecbnh kh\u00e1ch h\u00e0ng VIP c\u1ee7a b\u1ea1n l\u00e0 ai, <a href=\"https:\/\/www.forbes.com\/sites\/jiawertz\/2018\/09\/12\/dont-spend-5-times-more-attracting-new-customers-nurture-the-existing-ones\/#793d03295a8e\" target=\"_blank\" rel=\"noreferrer noopener\">Jia Wertz<\/a> t\u1ea1i Forbes n\u00f3i.\nT\u00f9y thu\u1ed9c v\u00e0o m\u1ee5c ti\u00eau c\u1ee7a c\u00f4ng ty, VIP c\u1ee7a c\u00f4ng ty c\u00f3 th\u1ec3 l\u00e0 kh\u00e1ch h\u00e0ng chi ti\u00eau nhi\u1ec1u nh\u1ea5t cho b\u1ea3o hi\u1ec3m, nh\u1eefng ng\u01b0\u1eddi gi\u1edbi thi\u1ec7u s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1edbi l\u1edbn nh\u1ea5t ho\u1eb7c nh\u1eefng ng\u01b0\u1eddi cung c\u1ea5p nhi\u1ec1u gi\u00e1 tr\u1ecb nh\u1ea5t b\u1eb1ng c\u00e1ch t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty b\u1ea3o hi\u1ec3m th\u00f4ng qua ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i. <\/p>\n\n<p>&#8220;M\u1ed9t khi b\u1ea1n \u0111\u00e3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u1eefng VIP n\u00e0y, vi\u1ec7c th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng cho t\u1eebng nh\u00f3m nh\u1ecf cho ph\u00e9p b\u1ea1n duy tr\u00ec m\u1ed1i quan h\u1ec7 v\u00e0 th\u1eadm ch\u00ed thu th\u1eadp th\u00f4ng tin chi ti\u1ebft v\u1ec1 c\u00e1ch chuy\u1ec3n \u0111\u1ed5i nhi\u1ec1u kh\u00e1ch h\u00e0ng h\u01a1n th\u00e0nh c\u00e1c nh\u00f3m VIP n\u00e0y&#8221;, Wertz n\u00f3i.<\/p>\n\n<p>Bi\u1ebft kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb nh\u1ea5t c\u1ee7a b\u1ea1n l\u00e0 ai c\u0169ng gi\u00fap c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh t\u1ed1t h\u01a1n v\u1ec1 ti\u1ebfp th\u1ecb v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, <a href=\"https:\/\/www.businessinsider.com\/lifetime-value-of-a-starbucks-customer-2016-1\" target=\"_blank\" rel=\"noreferrer noopener\">Jeff Desjardins<\/a> n\u00f3i trong Business Insider.\n&#8220;Gi\u00e1 tr\u1ecb c\u00e0ng cao, ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb c\u00e0ng cao \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed7i kh\u00e1ch h\u00e0ng&#8221;, Desjardins n\u00f3i.\nC\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u0169ng c\u00f3 th\u1ec3 ch\u1ecdn \u0111\u1ea7u t\u01b0 nhi\u1ec1u h\u01a1n v\u00e0o vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb cao theo th\u1eddi gian v\u1edbi chi\u1ebft kh\u1ea5u ph\u00ed b\u1ea3o hi\u1ec3m ho\u1eb7c c\u00e1c \u0111\u1eb7c quy\u1ec1n kh\u00e1c.  <\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/partnership-handshake-1024x683.jpg\" alt=\"M&#x1EC9;m c&#x1B0;&#x1EDD;i h&#xE0;i l&#xF2;ng c&#x1EB7;p v&#x1EE3; ch&#x1ED3;ng tr&#x1EBB; h&#x1EA5;p d&#x1EAB;n b&#x1EAF;t tay v&#x1EDB;i m&#x1ED9;t nh&#xE0; m&#xF4;i gi&#x1EDB;i kinh doanh ho&#x1EB7;c c&#x1ED1; v&#x1EA5;n khi h&#x1ECD; ng&#x1ED3;i v&#x1EDB;i c&#xF4; trong v&#x103;n ph&#xF2;ng trong m&#x1ED9;t cu&#x1ED9;c h&#x1ECD;p, nh&#xEC;n qua vai c&#xE1;c c&#x1ED1; v&#x1EA5;n\" class=\"wp-image-5704\" srcset=\"https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/partnership-handshake-1024x683.jpg 1024w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/partnership-handshake-300x200.jpg 300w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/partnership-handshake-768x512.jpg 768w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/partnership-handshake.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 b\u1eaft \u0111\u1ea7u m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i<\/h2>\n\n<p>Khi m\u1ed9t c\u00f4ng ty b\u1ea3o hi\u1ec3m hi\u1ec3u \u0111\u01b0\u1ee3c CLV trung b\u00ecnh v\u00e0 d\u1ef1 \u0111o\u00e1n c\u1ee7a kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, h\u1ecd c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng th\u00f4ng tin \u0111\u00f3 \u0111\u1ec3 theo \u0111u\u1ed5i kh\u00e1ch h\u00e0ng m\u1edbi v\u1edbi nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m d\u1ef1 \u0111o\u00e1n CLV cao h\u01a1n m\u1ee9c trung b\u00ecnh, <a href=\"https:\/\/www.marketing.org.nz\/Customer-Lifetime-Value\" target=\"_blank\" rel=\"noreferrer noopener\">Mike Parsons<\/a>, m\u1ed9t \u0111\u1ed1i t\u00e1c t\u1ea1i Datamine cho bi\u1ebft.<\/p>\n\n<p>V\u00ed d\u1ee5, Parsons gi\u1ea3i th\u00edch r\u1eb1ng c\u00e1c nh\u00f3m ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u0111i\u1ec3m CLV \u0111\u1ec3 hi\u1ec3u kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng n\u00e0o c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng tr\u1ea3 ph\u00ed b\u1ea3o hi\u1ec3m cao nh\u1ea5t v\u00e0 kh\u00f4ng y\u00eau c\u1ea7u b\u1ed3i th\u01b0\u1eddng.\nSau \u0111\u00f3, th\u00f4ng tin n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c t\u1eadn d\u1ee5ng \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng ng\u01b0\u1eddi nh\u01b0 kh\u00e1ch h\u00e0ng nh\u1eb1m mang l\u1ea1i cho doanh nghi\u1ec7p nhi\u1ec1u ti\u1ec1n h\u01a1n. <\/p>\n\n<h3 class=\"wp-block-heading\">Gi\u1eef cho kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng v\u00e0 tr\u1ea3 ti\u1ec1n<\/h3>\n\n<p>V\u1ec1 l\u00e2u d\u00e0i, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i c\u00e2n b\u1eb1ng k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi d\u1eef li\u1ec7u CLV.\nV\u00ed d\u1ee5, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m tr\u1edf n\u00ean qu\u00e1 g\u1eafn b\u00f3 v\u1edbi CLV cao c\u00f3 th\u1ec3 kh\u00f4ng nh\u1eadn ra r\u1eb1ng kh\u00e1ch h\u00e0ng d\u00e0i h\u1ea1n mong \u0111\u1ee3i s\u1ef1 \u01b0u \u0111\u00e3i, <a href=\"https:\/\/www.forbes.com\/sites\/paultalbot\/2018\/04\/25\/customer-lifetime-value-revisited\/#432d318d75ff\" target=\"_blank\" rel=\"noreferrer noopener\">Paul Talbot<\/a> vi\u1ebft tr\u00ean Forbes.\nH\u1ecd c\u00f3 th\u1ec3 mong \u0111\u1ee3i nh\u1eefng ph\u1ea7n th\u01b0\u1edfng nh\u01b0 gi\u1ea3m gi\u00e1 cao c\u1ea5p ho\u1eb7c c\u1ea3i thi\u1ec7n d\u1ecbch v\u1ee5 \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y l\u00f2ng trung th\u00e0nh c\u1ee7a h\u1ecd.  <\/p>\n\n<p>&#8220;Th\u1ea5t b\u1ea1i trong vi\u1ec7c gi\u1ea3i quy\u1ebft hai gi\u1ea3 \u0111\u1ecbnh m\u00e2u thu\u1eabn n\u00e0y s\u1ebd kh\u00f4ng ch\u1ec9 l\u00e0m \u0111\u1ea3o l\u1ed9n nh\u1eefng con s\u1ed1 \u0111\u1eb1ng sau CLV. N\u00f3 c\u00f3 th\u1ec3 khi\u1ebfn nh\u1eefng kh\u00e1ch h\u00e0ng b\u1ecb hi\u1ec3u l\u1ea7m ch\u1ea1y t\u00ecm l\u1ed1i tho\u00e1t&#8221;, Talbot n\u00f3i.<\/p>\n\n<p>Thay v\u00e0o \u0111\u00f3, \u0111i\u1ec1u c\u1ea7n thi\u1ebft l\u00e0 ph\u1ea3i hi\u1ec3u l\u00fd do t\u1ea1i sao kh\u00e1ch h\u00e0ng c\u01b0 x\u1eed theo c\u00e1ch h\u1ecd l\u00e0m.\nV\u00e0 b\u1ea3n th\u00e2n CLV c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 cung c\u1ea5p c\u00e1c \u0111\u1eb7c quy\u1ec1n m\u00e0 kh\u00e1ch h\u00e0ng l\u00e2u n\u0103m mong mu\u1ed1n m\u00e0 kh\u00f4ng l\u00e0m suy y\u1ebfu gi\u00e1 tr\u1ecb m\u00e0 kh\u00e1ch h\u00e0ng mang l\u1ea1i cho c\u00f4ng ty. <\/p>\n\n<p>V\u00ed d\u1ee5, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m t\u1eadp trung v\u00e0o CLV c\u00f3 th\u1ec3 c\u00e2n b\u1eb1ng ph\u00ed b\u1ea3o hi\u1ec3m t\u0103ng v\u1edbi vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng, <a href=\"https:\/\/www.dbmarketing.com\/articles\/Art154.htm\" target=\"_blank\" rel=\"noreferrer noopener\">Arthur MIddleton Hughes<\/a> t\u1ea1i Vi\u1ec7n Ti\u1ebfp th\u1ecb C\u01a1 s\u1edf d\u1eef li\u1ec7u cho bi\u1ebft.\nKh\u00e1ch h\u00e0ng c\u00f3 CLV cao h\u01a1n, \u0111\u1eb7c bi\u1ec7t l\u00e0 CLV \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n th\u00f4ng qua l\u00f2ng trung th\u00e0nh l\u00e2u d\u00e0i, c\u00f3 xu h\u01b0\u1edbng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n theo th\u1eddi gian khi h\u1ecd ki\u1ebfm \u0111\u01b0\u1ee3c nhi\u1ec1u ti\u1ec1n h\u01a1n, mua nh\u1eefng chi\u1ebfc xe \u0111\u1eaft ti\u1ec1n h\u01a1n v\u00e0 th\u00eam c\u00e1c m\u1eb7t h\u00e0ng v\u00e0o ch\u00ednh s\u00e1ch \u00f4 t\u00f4 ho\u1eb7c ch\u1ee7 nh\u00e0 c\u1ee7a h\u1ecd. <\/p>\n\n<p>V\u00ec kh\u00e1ch h\u00e0ng c\u00f3 xu h\u01b0\u1edbng t\u1ed1n k\u00e9m nh\u1ea5t trong n\u0103m \u0111\u1ea7u ti\u00ean, Hughes n\u00f3i, t\u1eadp trung v\u00e0o vi\u1ec7c nu\u00f4i d\u01b0\u1ee1ng c\u00e1c m\u1ed1i quan h\u1ec7 trong d\u00e0i h\u1ea1n c\u00f3 th\u1ec3 gi\u00fap \u0111\u1ea3m b\u1ea3o r\u1eb1ng CLV c\u1ee7a kh\u00e1ch h\u00e0ng n\u1eb1m trong ph\u1ea1m vi \u01b0a th\u00edch c\u1ee7a c\u00f4ng ty b\u1ea3o hi\u1ec3m.<\/p>\n\n<h3 class=\"wp-block-heading\">CLV v\u00e0 n\u0103ng l\u1ef1c c\u1ea1nh tranh c\u1ee7a c\u00f4ng ty b\u1ea3o hi\u1ec3m<\/h3>\n\n<p>Cu\u1ed1i c\u00f9ng, vi\u1ec7c \u0111\u00e1nh gi\u00e1 gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 c\u00f3 \u1ea3nh h\u01b0\u1edfng s\u00e2u s\u1eafc \u0111\u1ebfn vi\u1ec7c s\u00e1p nh\u1eadp v\u00e0 mua l\u1ea1i c\u00f4ng ty b\u1ea3o hi\u1ec3m, m\u1ed9t l\u0129nh v\u1ef1c ho\u1ea1t \u0111\u1ed9ng ng\u00e0y c\u00e0ng t\u0103ng c\u1ee7a ng\u00e0nh b\u1ea3o hi\u1ec3m.<\/p>\n\n<p>Trong m\u1ed9t nghi\u00ean c\u1ee9u \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1 tr\u00ean T\u1ea1p ch\u00ed Qu\u1ea3n l\u00fd Ch\u00e2u \u00c2u, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u <a href=\"https:\/\/www.researchgate.net\/publication\/227416370_A_Model_to_Determine_Customer_Lifetime_Value_in_a_Retail_Banking_Context\" target=\"_blank\" rel=\"noreferrer noopener\">Michael Haenlein, Andreas Kaplan v\u00e0 Anemone J. Beeser<\/a> l\u01b0u \u00fd, &#8220;T\u1eeb g\u00f3c \u0111\u1ed9 ti\u1ebfp th\u1ecb, c\u00e1c giao d\u1ecbch M&amp;ampA kh\u00f4ng g\u00ec kh\u00e1c h\u01a1n l\u00e0 vi\u1ec7c mua l\u1ea1i c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng c\u1ee7a m\u1ed9t c\u00f4ng ty b\u1edfi m\u1ed9t c\u00f4ng ty kh\u00e1c, th\u01b0\u1eddng d\u1ef1a tr\u00ean gi\u1ea3 \u0111\u1ecbnh r\u1eb1ng ng\u00e2n h\u00e0ng mua l\u1ea1i c\u00f3 th\u1ec3 qu\u1ea3n l\u00fd c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng n\u00e0y c\u00f3 l\u1ee3i h\u01a1n ng\u00e2n h\u00e0ng b\u00e1n c\u00f3 th\u1ec3.&#8221;<\/p>\n\n<p>Do \u0111\u00f3, s\u1ef1 hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn v\u1ecb th\u1ebf c\u1ee7a c\u00f4ng ty b\u1ea3o hi\u1ec3m trong c\u00e1c cu\u1ed9c \u0111\u00e0m ph\u00e1n M&amp;A, m\u00e0 c\u00f2n \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn gi\u00e1 tr\u1ecb t\u1ed5ng th\u1ec3 v\u00e0 kh\u1ea3 n\u0103ng c\u1ea1nh tranh c\u1ee7a n\u00f3 trong ng\u00e0nh b\u1ea3o hi\u1ec3m.\nT\u00ednh to\u00e1n v\u00e0 theo d\u00f5i CLV, sau \u0111\u00f3, gi\u00fap c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m duy tr\u00ec ch\u1ed7 \u0111\u1ee9ng v\u00e0 danh ti\u1ebfng c\u1ee7a ch\u00ednh h\u1ecd c\u0169ng nh\u01b0 cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ed1t h\u01a1n cho kh\u00e1ch h\u00e0ng. <\/p>\n\n<p><em>H\u00ecnh \u1ea3nh b\u1edfi: belchonock\/\u00a9123RF.com, mangostar\/\u00a9123RF.com, racorn\/\u00a9123RF.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m P&amp;C ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nhi\u1ec1u th\u00e1ch th\u1ee9c li\u00ean quan \u0111\u1ebfn vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng v\u00e0 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7. Th\u1ee9 nh\u1ea5t, s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng mua b\u1ea3o hi\u1ec3m xe h\u01a1i \u0111\u00e3 gi\u1ea3m trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, theo Jim Gorzelany t\u1ea1i Forbes. Trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi v\u1eabn [&hellip;]<\/p>\n","protected":false},"featured_media":5693,"template":"","insight-category":[],"class_list":["post-21171","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/insight\/21171","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\/5693"}],"wp:attachment":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/media?parent=21171"}],"wp:term":[{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/insight-category?post=21171"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}