{"id":21256,"date":"2024-09-30T14:24:59","date_gmt":"2024-09-30T19:24:59","guid":{"rendered":"https:\/\/bolttech.io\/insights\/giam-chi-phi-thu-hut-khach-hang-trong-nganh-bao-hiem\/"},"modified":"2024-09-30T14:25:05","modified_gmt":"2024-09-30T19:25:05","slug":"giam-chi-phi-thu-hut-khach-hang-trong-nganh-bao-hiem","status":"publish","type":"insight","link":"https:\/\/bolttech.io\/vi\/insights\/giam-chi-phi-thu-hut-khach-hang-trong-nganh-bao-hiem\/","title":{"rendered":"Gi\u1ea3m chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng trong ng\u00e0nh b\u1ea3o hi\u1ec3m"},"content":{"rendered":"\n

Chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 quen thu\u1ed9c trong to\u00e0n th\u1ebf gi\u1edbi kinh doanh.\nTrung b\u00ecnh, c\u00e1c doanh nghi\u1ec7p chi ti\u00eau g\u1ea5p n\u0103m l\u1ea7n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi h\u01a1n l\u00e0 \u0111\u1ec3 gi\u1eef m\u1ed9t kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, theo Khalid Saleh<\/a> t\u1ea1i Invesp.\nC\u00e1c c\u00f4ng ty c\u0169ng t\u1eadp trung nhi\u1ec1u s\u1ef1 ch\u00fa \u00fd v\u00e0o vi\u1ec7c mua l\u1ea1i h\u01a1n l\u00e0 duy tr\u00ec: Kho\u1ea3ng 44% c\u1ed1ng hi\u1ebfn h\u1ebft m\u00ecnh cho vi\u1ec7c mua l\u1ea1i, trong khi ch\u1ec9 c\u00f3 18% t\u1eadp trung v\u00e0o vi\u1ec7c duy tr\u00ec. <\/p>\n\n

\u0110\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m, vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng th\u1eadm ch\u00ed c\u00f2n \u0111\u1eaft h\u01a1n.\n“Ng\u00e0nh b\u1ea3o hi\u1ec3m c\u00f3 chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng cao nh\u1ea5t so v\u1edbi b\u1ea5t k\u1ef3 ng\u00e0nh n\u00e0o. Chi ph\u00ed cao g\u1ea5p b\u1ea3y \u0111\u1ebfn ch\u00edn l\u1ea7n cho m\u1ed9t c\u01a1 quan b\u1ea3o hi\u1ec3m \u0111\u1ec3 thu h\u00fat m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi h\u01a1n l\u00e0 gi\u1eef ch\u00e2n m\u1ed9t kh\u00e1ch h\u00e0ng, ” Lynn Thomas<\/a>, ch\u1ee7 t\u1ecbch c\u1ee7a 21st Century Management Consulting n\u00f3i. <\/p>\n\n

Trong khi vi\u1ec7c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd \u0111\u1ebfn l\u1ee3i nhu\u1eadn c\u1ee7a c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m, kh\u00e1ch h\u00e0ng m\u1edbi l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft \u0111\u1ec3 duy tr\u00ec t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng \u1ed5n \u0111\u1ecbnh v\u00e0 x\u00e2y d\u1ef1ng l\u1ee3i th\u1ebf c\u1ea1nh tranh.\nKi\u1ec3m so\u00e1t chi ph\u00ed trong khi v\u1eabn thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c \u0111\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m. <\/p>\n\n

Kh\u00e1ch h\u00e0ng b\u1ea3o hi\u1ec3m m\u1edbi \u0111\u1eaft nh\u01b0 th\u1ebf n\u00e0o?<\/h2>\n\n

Khi b\u1ea1n so s\u00e1nh gi\u00e1 cao c\u1ee7a vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng v\u1edbi t\u1ef7 su\u1ea5t l\u1ee3i nhu\u1eadn r\u00f2ng th\u1ea5p c\u1ee7a b\u1ea3o hi\u1ec3m t\u00e0i s\u1ea3n v\u00e0 th\u01b0\u01a1ng vong – dao \u0111\u1ed9ng trong kho\u1ea3ng t\u1eeb ba \u0111\u1ebfn t\u00e1m ph\u1ea7n tr\u0103m, theo Mary Hall<\/a> t\u1ea1i Investopedia – Th\u1eadt d\u1ec5 d\u00e0ng \u0111\u1ec3 th\u1ea5y t\u1ea1i sao chi ph\u00ed mua l\u1ea1i l\u00e0 m\u1ed9t m\u1ed1i quan t\u00e2m.<\/p>\n\n

C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m tr\u1ef1c ti\u1ebfp \u0111\u00e3 c\u00f3 l\u1ee3i th\u1ebf trong l\u0129nh v\u1ef1c n\u00e0y trong m\u1ed9t th\u1eddi gian kh\u00e1 d\u00e0i.\nNgay t\u1eeb n\u0103m 2014, nh\u00e0 ph\u00e2n t\u00edch Adam Klauber<\/a> c\u1ee7a William Blair &; Co. \u0111\u00e3 x\u00e1c \u0111\u1ecbnh r\u1eb1ng c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m tr\u1ef1c ti\u1ebfp nh\u01b0 Progressive v\u00e0 Geico \u0111\u00e3 tr\u1ea3 trung b\u00ecnh 487 \u0111\u00f4 la \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi.\nTrong khi \u0111\u00f3, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m b\u1ecb giam c\u1ea7m nh\u01b0 State Farm v\u00e0 Allstate \u0111\u00e3 tr\u1ea3 trung b\u00ecnh 792 \u0111\u00f4 la. <\/p>\n\n

Khi c\u00e1c \u0111\u1ea1i l\u00fd \u0111\u1ed9c l\u1eadp \u0111\u01b0\u1ee3c th\u00eam v\u00e0o h\u1ed7n h\u1ee3p, Klauber n\u00f3i, chi ph\u00ed trung b\u00ecnh \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng \u0111\u00e3 t\u0103ng l\u00ean 900 \u0111\u00f4 la cho m\u1ed7i kh\u00e1ch h\u00e0ng.<\/p>\n\n

M\u1ed9t l\u00fd do khi\u1ebfn chi ph\u00ed b\u1ea3o hi\u1ec3m c\u1ee7a kh\u00e1ch h\u00e0ng m\u1edbi r\u1ea5t cao l\u00e0 ng\u00e0nh c\u00f4ng nghi\u1ec7p \u0111\u00e3 t\u1ee5t h\u1eadu trong vi\u1ec7c \u00e1p d\u1ee5ng c\u00e1c c\u00f4ng ngh\u1ec7 k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u00e1p \u1ee9ng mong \u0111\u1ee3i c\u1ee7a ng\u01b0\u1eddi mua b\u1ea3o hi\u1ec3m ng\u00e0y nay, Tanguy Catlin<\/a> v\u00e0 c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u1ed3ng nghi\u1ec7p t\u1ea1i McKinsey cho bi\u1ebft.<\/p>\n\n

Kh\u00e1ch h\u00e0ng mu\u1ed1n s\u1ef1 \u0111\u01a1n gi\u1ea3n, s\u1eb5n s\u00e0ng 24\/7 v\u00e0 giao h\u00e0ng nhanh ch\u00f3ng.\nH\u1ecd c\u0169ng y\u00eau c\u1ea7u s\u1ef1 r\u00f5 r\u00e0ng v\u1ec1 gi\u00e1 c\u1ea3, gi\u00e1 tr\u1ecb v\u00e0 d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf cho th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1, b\u1ea5t k\u1ec3 h\u1ecd \u0111ang mua s\u1eafm g\u00ec.\n“H\u1ecd c\u00f3 c\u00f9ng k\u1ef3 v\u1ecdng b\u1ea5t k\u1ec3 nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5, bao g\u1ed3m c\u1ea3 c\u00f4ng ty b\u1ea3o hi\u1ec3m”, Catlin et al. <\/p>\n\n

C\u1ea3i ti\u1ebfn c\u00f4ng ngh\u1ec7 c\u0169ng gi\u00fap chuy\u1ec3n \u0111\u1ed5i nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 b\u1ea3o hi\u1ec3m nh\u01b0 m\u1ed9t ng\u00e0nh l\u1ed7i th\u1eddi, kh\u00f4ng th\u1ec3 ti\u1ebfp c\u1eadn th\u00e0nh m\u1ed9t ng\u00e0nh \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a v\u00e0 hi\u1ec7n di\u1ec7n nh\u1ea5t qu\u00e1n.\nKhi b\u1ea3o hi\u1ec3m d\u1ec5 ti\u1ebfp c\u1eadn h\u01a1n, kh\u00e1ch h\u00e0ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng xem n\u00f3 nh\u01b0 m\u1ed9t kh\u00eda c\u1ea1nh c\u00f3 gi\u00e1 tr\u1ecb v\u00e0 quan tr\u1ecdng trong cu\u1ed9c s\u1ed1ng c\u1ee7a h\u1ecd. <\/p>\n\n

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

KPI trong thu h\u00fat kh\u00e1ch h\u00e0ng<\/h2>\n\n

\u0110i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i ph\u00e2n bi\u1ec7t gi\u1eefa chi ph\u00ed mua l\u1ea1i kh\u00e1ch h\u00e0ng (CAC) v\u00e0 chi ph\u00ed m\u1ed7i chuy\u1ec3n \u0111\u1ed5i (CPA).\nM\u1eb7c d\u00f9 ch\u00fang nghe c\u00f3 v\u1ebb gi\u1ed1ng nhau ngay t\u1eeb \u0111\u1ea7u, nh\u01b0ng Drew Housman c\u1ee7a Proof<\/a> \u0111\u00e3 ph\u00e1c th\u1ea3o s\u1ef1 kh\u00e1c bi\u1ec7t.\n“CPA \u0111o l\u01b0\u1eddng chi ph\u00ed c\u1ee7a m\u1ed9t h\u00e0nh \u0111\u1ed9ng, CAC \u0111o l\u01b0\u1eddng chi ph\u00ed \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t kh\u00e1ch h\u00e0ng.” <\/p>\n\n

V\u00ed d\u1ee5: n\u1ebfu b\u1ea1n mu\u1ed1n \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c nh\u1ea5p chu\u1ed9t v\u00e0o qu\u1ea3ng c\u00e1o k\u1ef9 thu\u1eadt s\u1ed1 ho\u1eb7c n\u00fat mua, h\u00e3y s\u1eed d\u1ee5ng CPA.\n\u0110\u1ec3 t\u00ednh \u0111\u1ebfn m\u1ed7i nh\u1ea5p chu\u1ed9t m\u00e0 kh\u00e1ch h\u00e0ng th\u1ef1c hi\u1ec7n tr\u00ean \u0111\u01b0\u1eddng ho\u00e0n t\u1ea5t giao d\u1ecbch, h\u00e3y s\u1eed d\u1ee5ng CAC. <\/p>\n\n

Tuy nhi\u00ean, theo d\u00f5i c\u1ea3 CPA v\u00e0 CAC \u0111\u1ec1u quan tr\u1ecdng, b\u1edfi v\u00ec kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c ph\u01b0\u01a1ng ph\u00e1p thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi \u0111\u1ec1u mang l\u1ea1i k\u1ebft qu\u1ea3 trong c\u00f9ng m\u1ed9t kho\u1ea3ng th\u1eddi gian, Gordon Donnelly<\/a> t\u1ea1i WordStream n\u00f3i.\nV\u00ed d\u1ee5: k\u1ebft h\u1ee3p SEO v\u00e0 ti\u1ebfp th\u1ecb n\u1ed9i dung v\u1edbi k\u1ebft qu\u1ea3 qu\u1ea3ng c\u00e1o c\u1ee7a Google v\u00e0 Facebook c\u00f3 th\u1ec3 khi\u1ebfn c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m ngh\u0129 r\u1eb1ng SEO c\u1ee7a h\u1ecd \u0111ang ho\u1ea1t \u0111\u1ed9ng qu\u00e1 m\u1ee9c trong khi qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd ho\u1ea1t \u0111\u1ed9ng k\u00e9m hi\u1ec7u qu\u1ea3.\n\u0110i\u1ec1u n\u00e0y l\u00e0 do SEO v\u00e0 ti\u1ebfp th\u1ecb n\u1ed9i dung “th\u01b0\u1eddng m\u1ea5t nhi\u1ec1u th\u1eddi gian h\u01a1n \u0111\u1ec3 mang l\u1ea1i k\u1ebft qu\u1ea3”, Donnelly n\u00f3i. <\/p>\n\n

M\u1eb7c d\u00f9 chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng t\u1ed1t thay \u0111\u1ed5i t\u00f9y theo lo\u1ea1i c\u00f4ng ty b\u1ea3o hi\u1ec3m, m\u1ed9t c\u00e1ch \u0111\u1ec3 theo d\u00f5i CAC hi\u1ec7u qu\u1ea3 l\u00e0 c\u00e2n b\u1eb1ng n\u00f3 v\u1edbi gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng (CLV), Jordan Ehrlich<\/a> t\u1ea1i DemandJump cho bi\u1ebft.\nKh\u00e1ch h\u00e0ng cung c\u1ea5p gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi cao h\u01a1n c\u00f3 th\u1ec3 c\u00f3 gi\u00e1 tr\u1ecb h\u01a1n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c ngay t\u1eeb \u0111\u1ea7u. <\/p>\n\n

L\u00fd t\u01b0\u1edfng nh\u1ea5t l\u00e0 t\u1ef7 l\u1ec7 gi\u1eefa CLV v\u00e0 CAC s\u1ebd lu\u00f4n hi\u1ec3n th\u1ecb con s\u1ed1 cao h\u01a1n cho s\u1ed1 li\u1ec7u c\u0169: Gi\u00e1 tr\u1ecb t\u1ed5ng th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd lu\u00f4n cao h\u01a1n chi ph\u00ed \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c ch\u00fang.\n“B\u1ea1n c\u00e0ng \u00edt t\u1ed1n k\u00e9m \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t kh\u00e1ch h\u00e0ng duy nh\u1ea5t v\u00e0 gi\u00e1 tr\u1ecb t\u1ed5ng th\u1ec3 m\u00e0 kh\u00e1ch h\u00e0ng \u0111\u1ea1i di\u1ec7n c\u00e0ng nhi\u1ec1u, b\u1ea1n c\u00e0ng ki\u1ebfm \u0111\u01b0\u1ee3c nhi\u1ec1u l\u1ee3i nhu\u1eadn”, Donnelly n\u00f3i. <\/p>\n\n

Coi vi\u1ec7c thu h\u00fat, gi\u1eef ch\u00e2n v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 ba kh\u00eda c\u1ea1nh c\u1ee7a c\u00f9ng m\u1ed9t m\u1ee5c ti\u00eau c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n kh\u1ea3 n\u0103ng thu h\u00fat, gi\u1eef ch\u00e2n v\u00e0 thu l\u1ee3i nhu\u1eadn t\u1eeb c\u00e1c m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng c\u1ee7a c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m.\n“V\u00ec c\u00e1c ch\u1ee7 h\u1ee3p \u0111\u1ed3ng m\u1edbi ngay l\u1eadp t\u1ee9c tr\u1edf th\u00e0nh ch\u1ee7 h\u1ee3p \u0111\u1ed3ng hi\u1ec7n t\u1ea1i, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n c\u1ee7a b\u1ea1n l\u00e0m t\u0103ng kh\u1ea3 n\u0103ng h\u1ecd s\u1ebd \u1edf l\u1ea1i v\u1edbi c\u00f4ng ty c\u1ee7a b\u1ea1n, gi\u1edbi thi\u1ec7u b\u1ea1n v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c, v.v.”, Patricia Moore<\/a> t\u1ea1i One Inc n\u00f3i. <\/p>\n\n

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L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 gi\u1ea3m chi ph\u00ed m\u00e0 kh\u00f4ng m\u1ea5t kh\u00e1ch h\u00e0ng m\u1edbi<\/h2>\n\n

C\u1eaft gi\u1ea3m chi ph\u00ed mua l\u1ea1i kh\u00e1ch h\u00e0ng s\u1ebd kh\u00f4ng gi\u00fap \u00edch g\u00ec cho m\u1ed9t c\u00f4ng ty b\u1ea3o hi\u1ec3m n\u1ebfu n\u00f3 c\u0169ng d\u1eabn \u0111\u1ebfn \u00edt kh\u00e1ch h\u00e0ng m\u1edbi h\u01a1n.\nMay m\u1eafn thay, c\u00f3 m\u1ed9t s\u1ed1 ph\u01b0\u01a1ng ph\u00e1p hi\u1ec7u qu\u1ea3 \u0111\u1ec3 gi\u1ea3m c\u00e1c chi ph\u00ed n\u00e0y trong khi c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a c\u00e1c m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng m\u1edbi. <\/p>\n\n

1. S\u1eed d\u1ee5ng c\u00e1c k\u00eanh ng\u1eabu nhi\u00ean<\/strong><\/p>\n\n

C\u00e1c k\u00eanh ng\u1eabu nhi\u00ean l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 mang l\u1ea1i gi\u00e1 tr\u1ecb ri\u00eang bi\u1ec7t v\u1edbi b\u1ea3o hi\u1ec3m, nh\u01b0ng x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng v\u00e0 thu th\u1eadp d\u1eef li\u1ec7u cu\u1ed1i c\u00f9ng h\u1ed7 tr\u1ee3 m\u1ed1i quan h\u1ec7 b\u1ea3o hi\u1ec3m, Kyle Nakatsuji<\/a>, hi\u1ec7u tr\u01b0\u1edfng t\u1ea1i American Family Ventures cho bi\u1ebft.<\/p>\n\n

C\u00e1c k\u00eanh n\u00e0y c\u00f3 th\u1ec3 gi\u00fap gi\u1ea3m chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng v\u00e0 c\u1ea3i thi\u1ec7n s\u1ef1 tham gia b\u1eb1ng c\u00e1ch ch\u1ee9ng minh gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng s\u1edbm trong qu\u00e1 tr\u00ecnh.\nKh\u00e1ch h\u00e0ng d\u1ec5 d\u00e0ng mua b\u1ea3o hi\u1ec3m cu\u1ed1i c\u00f9ng h\u01a1n v\u00ec h\u1ecd \u0111\u00e3 nh\u1eadn \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb t\u1eeb d\u1ecbch v\u1ee5 v\u00e0 c\u00f3 l\u1ebd \u0111\u00e3 xem x\u00e9t c\u00e1ch b\u1ea3o hi\u1ec3m c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n h\u01a1n n\u1eefa gi\u00e1 tr\u1ecb \u0111\u00f3.\nC\u00e1c d\u1ecbch v\u1ee5 n\u00e0y c\u0169ng c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n c\u00e1c ch\u1ee9c n\u0103ng thu th\u1eadp d\u1eef li\u1ec7u, gi\u00fap kh\u00e1ch h\u00e0ng m\u1edbi l\u1ef1a ch\u1ecdn v\u00e0 mua b\u1ea3o hi\u1ec3m th\u1eadm ch\u00ed c\u00f2n \u0111\u01a1n gi\u1ea3n h\u01a1n, Nakatsuji n\u00f3i. <\/p>\n\n

2. T\u1eadn d\u1ee5ng kh\u1ea3 n\u0103ng duy tr\u00ec b\u1eb1ng c\u00e1ch t\u00ecm ki\u1ebfm gi\u1edbi thi\u1ec7u<\/strong><\/p>\n\n

M\u1ed9t l\u1ee3i \u00edch b\u1ed5 sung c\u1ee7a c\u00e1c k\u00eanh ng\u1eabu nhi\u00ean l\u00e0 ch\u00fang gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i c\u1ee7a b\u1ea1n d\u1ec5 d\u00e0ng gi\u1edbi thi\u1ec7u d\u1ecbch v\u1ee5 b\u1ea3o hi\u1ec3m c\u1ee7a b\u1ea1n cho kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u1edbi, Srikumar Rao<\/a>, t\u00e1c gi\u1ea3 c\u1ee7a H\u1ea1nh ph\u00fac t\u1ea1i n\u01a1i l\u00e0m vi\u1ec7c cho bi\u1ebft.<\/p>\n\n

V\u00ed d\u1ee5: h\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng m\u1ed9t \u1ee9ng d\u1ee5ng gi\u00fap ch\u1ee7 nh\u00e0 x\u00e1c \u0111\u1ecbnh v\u00e0 gi\u1ea3m thi\u1ec3u c\u00e1c nguy\u00ean nh\u00e2n ph\u1ed5 bi\u1ebfn nh\u1ea5t g\u00e2y ch\u00e1y h\u1ed9 gia \u0111\u00ecnh.\nKhi m\u1ed9t kh\u00e1ch h\u00e0ng trung th\u00e0nh s\u1eed d\u1ee5ng \u1ee9ng d\u1ee5ng, h\u01b0\u1edfng l\u1ee3i t\u1eeb n\u00f3 v\u00e0 gi\u1edbi thi\u1ec7u n\u00f3 cho ng\u01b0\u1eddi kh\u00e1c, kh\u00e1ch h\u00e0ng \u0111\u00f3 “kh\u00f4ng c\u00f2n l\u00e0 ng\u01b0\u1eddi c\u1ea7u xin khi c\u00f4 \u1ea5y thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a c\u00e1c li\u00ean h\u1ec7 c\u1ee7a m\u00ecnh cho b\u1ea1n. C\u00f4 \u1ea5y l\u00e0 ng\u01b0\u1eddi mang m\u1ed9t m\u00f3n qu\u00e0 nhi\u1ec7t t\u00ecnh v\u00e0 t\u1ef1 h\u00e0o. C\u00f4 \u1ea5y c\u00f3 ti\u1ec1n th\u01b0\u1edfng m\u00e0 c\u00f4 \u1ea5y s\u1ebd ban cho nh\u1eefng ng\u01b0\u1eddi x\u1ee9ng \u0111\u00e1ng”, Rao n\u00f3i. <\/p>\n\n

B\u1ea1n kh\u00f4ng ch\u1ec9 gi\u00fap kh\u00e1ch h\u00e0ng trung th\u00e0nh c\u1ee7a m\u00ecnh d\u1ec5 d\u00e0ng gi\u1edbi thi\u1ec7u c\u00e1c c\u1ed9ng s\u1ef1 c\u1ee7a h\u1ecd \u0111\u1ebfn c\u00f4ng ty c\u1ee7a b\u1ea1n, b\u1ea1n c\u00f2n khi\u1ebfn h\u1ecd h\u00e0i l\u00f2ng khi l\u00e0m nh\u01b0 v\u1eady.<\/p>\n\n

3. Nh\u1eadn ra l\u00fd do t\u1ea1i sao gi\u1edbi thi\u1ec7u c\u1ee7a kh\u00e1ch h\u00e0ng trung th\u00e0nh l\u1ea1i quan tr\u1ecdng<\/strong><\/p>\n\n

Gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng c\u00f3 \u1ea3nh h\u01b0\u1edfng s\u00e2u s\u1eafc \u0111\u1ebfn l\u1ee3i nhu\u1eadn.\nKhi t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng ch\u1ec9 t\u0103ng 5%, l\u1ee3i nhu\u1eadn t\u0103ng t\u1eeb 25 \u0111\u1ebfn 95%, theo nghi\u00ean c\u1ee9u c\u1ee7a Frederick Reichheld<\/a> t\u1ea1i Bain &; Company. <\/p>\n\n

Nu\u00f4i d\u01b0\u1ee1ng m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i x\u00e2y d\u1ef1ng ni\u1ec1m tin, cho ph\u00e9p c\u00e1c c\u00f4ng ty cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 b\u1ed5 sung v\u1edbi c\u01a1 h\u1ed9i b\u1ecb t\u1eeb ch\u1ed1i th\u1ea5p h\u01a1n, c\u1ed1 v\u1ea5n kh\u1edfi nghi\u1ec7p Yoav Vilner<\/a> n\u00f3i.\nN\u00f3 c\u0169ng l\u00e0m t\u0103ng c\u01a1 h\u1ed9i thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi th\u00f4ng qua gi\u1edbi thi\u1ec7u – cho \u0111\u1ebfn nay l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p thu h\u00fat kh\u00e1ch h\u00e0ng \u00edt t\u1ed1n k\u00e9m nh\u1ea5t. <\/p>\n\n

Gi\u1edbi thi\u1ec7u, ho\u1eb7c truy\u1ec1n mi\u1ec7ng, chi\u1ebfm 20 \u0111\u1ebfn 50 ph\u1ea7n tr\u0103m c\u1ee7a t\u1ea5t c\u1ea3 c\u00e1c quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, Jacques Bughin, Jonathan Doogan v\u00e0 Ole J\u00f8rgen Vetvik<\/a> t\u1ea1i McKinsey n\u00f3i.\nTruy\u1ec1n mi\u1ec7ng tr\u1ea3i nghi\u1ec7m, trong \u0111\u00f3 kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i chia s\u1ebb tr\u1ea3i nghi\u1ec7m tr\u1ef1c ti\u1ebfp c\u1ee7a h\u1ecd v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, c\u00f3 l\u1ebd l\u00e0 m\u1ea1nh m\u1ebd nh\u1ea5t.\nN\u00f3 c\u0169ng l\u00e0 ph\u1ed5 bi\u1ebfn nh\u1ea5t: 50 \u0111\u1ebfn 80 ph\u1ea7n tr\u0103m ti\u1ebfp th\u1ecb truy\u1ec1n mi\u1ec7ng d\u1ef1a tr\u00ean kinh nghi\u1ec7m c\u00e1 nh\u00e2n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. <\/p>\n\n

Kh\u00e1ch h\u00e0ng trung th\u00e0nh c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng \u0111\u00e1nh gi\u00e1 cao c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u1ee7a h\u1ecd khi d\u1ecbch v\u1ee5 v\u01b0\u1ee3t qu\u00e1 mong \u0111\u1ee3i c\u1ee7a h\u1ecd, Bughin v\u00e0 c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u1ed3ng nghi\u1ec7p cho bi\u1ebft.\nK\u1ebft qu\u1ea3 l\u00e0, c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m h\u1ee9a h\u1eb9n th\u1ea5p v\u00e0 cung c\u1ea5p qu\u00e1 m\u1ee9c c\u00f3 c\u01a1 h\u1ed9i t\u1ed1t h\u01a1n \u0111\u1ec3 t\u1ea1o ra l\u1eddi khen ng\u1ee3i v\u00e0 gi\u1edbi thi\u1ec7u t\u1eeb c\u01a1 s\u1edf kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i c\u1ee7a h\u1ecd. <\/p>\n\n

Khi n\u00e0o c\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m n\u00ean y\u00eau c\u1ea7u gi\u1edbi thi\u1ec7u?\nS\u1edbm h\u01a1n l\u00e0 t\u1ed1t h\u01a1n, Eric Wlison<\/a>, gi\u00e1m \u0111\u1ed1c t\u00e0i kho\u1ea3n qu\u1ed1c gia t\u1ea1i Kaplan n\u00f3i.\nCh\u1edd \u0111\u1ee3i cho \u0111\u1ebfn khi giao d\u1ecbch c\u1ee7a kh\u00e1ch h\u00e0ng k\u1ebft th\u00fac l\u00e0m t\u0103ng kh\u1ea3 n\u0103ng x\u1ea3y ra s\u1ef1 c\u1ed1, l\u00e0m h\u1ecfng xu h\u01b0\u1edbng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 n\u00f3i t\u00edch c\u1ef1c v\u1ec1 c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u1ee7a h\u1ecd v\u1edbi b\u1ea1n b\u00e8 v\u00e0 gia \u0111\u00ecnh. <\/p>\n\n

“H\u00e3y nh\u1edb r\u1eb1ng b\u1ea3n ch\u1ea5t c\u1ee7a con ng\u01b0\u1eddi l\u00e0 mu\u1ed1n gi\u00fap ng\u01b0\u1eddi kh\u00e1c th\u00e0nh c\u00f4ng. N\u1ebfu b\u1ea1n kh\u00f4ng y\u00eau c\u1ea7u gi\u1edbi thi\u1ec7u, b\u1ea1n c\u00f3 th\u1ec3 s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c s\u1ed1 kh\u00f4ng, v\u00e0 n\u1ebfu b\u1ea1n h\u1ecfi v\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ed1 0, b\u1ea1n v\u1eabn \u1edf c\u00f9ng m\u1ed9t v\u1ecb tr\u00ed nh\u01b0 th\u1ec3 b\u1ea1n ch\u01b0a h\u1ecfi, “Wilson n\u00f3i.<\/p>\n\n

4. N\u1eafm b\u1eaft c\u00e1c c\u00f4ng c\u1ee5 k\u1ef9 thu\u1eadt s\u1ed1 th\u00fac \u0111\u1ea9y l\u00f2ng trung th\u00e0nh<\/strong><\/p>\n\n

\u0110\u00e2y l\u00e0 n\u01a1i l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 c\u00f4ng ngh\u1ec7 giao nhau \u0111\u1ec3 gi\u1ea3m chi ph\u00ed c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n\n

G\u1ea7n nh\u01b0 m\u1ecdi ng\u00e0nh c\u00f4ng nghi\u1ec7p \u0111\u1ed1i m\u1eb7t v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec1u ph\u1ea3i v\u1eadt l\u1ed9n v\u1edbi vi\u1ec7c l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u00e1p \u1ee9ng k\u1ef3 v\u1ecdng ng\u00e0y c\u00e0ng t\u0103ng c\u1ee7a kh\u00e1ch h\u00e0ng.\nB\u1ea5t k\u1ef3 nh\u00e0 h\u00e0ng th\u1ee9c \u0103n nhanh n\u00e0o c\u0169ng s\u1ebd cung c\u1ea5p c\u00e1c b\u1eefa \u0103n \u0111i k\u00e8m c\u0169ng nh\u01b0 c\u00e1c m\u00f3n trong th\u1ef1c \u0111\u01a1n g\u1ecdi m\u00f3n m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 l\u1ef1a ch\u1ecdn.\nNgay c\u1ea3 c\u00e1c h\u00e3ng h\u00e0ng kh\u00f4ng v\u00e0 nh\u00e0 cung c\u1ea5p c\u00e1p kh\u00f4ng th\u00edch thay \u0111\u1ed5i c\u0169ng \u0111\u00e3 h\u1ecdc c\u00e1ch cung c\u1ea5p c\u00e1c m\u1ee9c d\u1ecbch v\u1ee5 c\u00f3 th\u1ec3 t\u00f9y ch\u1ec9nh v\u00ec \u0111\u00f3 l\u00e0 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd y\u00eau c\u1ea7u. <\/p>\n\n

\u0110\u00e2y l\u00e0 \u0111i\u1ec3m m\u00e0 nh\u00f3m nghi\u00ean c\u1ee9u t\u1ea1i McKinsey \u0111ang \u0111\u01b0a ra khi h\u1ecd n\u00f3i r\u1eb1ng kh\u00e1ch h\u00e0ng b\u1ea3o hi\u1ec3m mu\u1ed1n s\u1ef1 \u0111\u01a1n gi\u1ea3n v\u00e0 giao h\u00e0ng nhanh ch\u00f3ng.\nKh\u00e1ch h\u00e0ng ng\u00e0y nay mu\u1ed1n c\u00f3 th\u1ec3 ch\u1ecdn t\u1eeb b\u1ea5t k\u1ef3 v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m c\u00f3 s\u1eb5n, b\u1ea5t k\u1ec3 nh\u00e0 m\u1ea1ng n\u00e0o cung c\u1ea5p cho h\u1ecd. <\/p>\n\n

\u0110\u00e2y l\u00e0 nh\u1eefng g\u00ec N\u1ec1n t\u1ea3ng BOLT t\u1ea1o \u0111i\u1ec1u ki\u1ec7n.\nNg\u01b0\u1eddi d\u00f9ng c\u1ee7a ch\u00fang t\u00f4i c\u00f3 th\u1ec3 cung c\u1ea5p v\u00e0 b\u00e1n s\u1ea3n ph\u1ea9m c\u1ee7a ri\u00eang h\u1ecd c\u00f9ng v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m \u0111i k\u00e8m t\u1eeb c\u00e1c nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 kh\u00e1c b\u1edfi v\u00ec, cu\u1ed1i c\u00f9ng, kh\u00e1ch h\u00e0ng ch\u1ec9 quan t\u00e2m \u0111\u1ebfn vi\u1ec7c nh\u1eadn \u0111\u01b0\u1ee3c b\u1ea3o hi\u1ec3m m\u00e0 h\u1ecd c\u1ea7n.\nC\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u n\u00e0y l\u00e0 tr\u1edf th\u00e0nh m\u1ed9t c\u1eeda h\u00e0ng t\u1ed5ng h\u1ee3p cho kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n. <\/p>\n\n

C\u00e1c c\u00f4ng ty b\u1ea3o hi\u1ec3m n\u1eafm b\u1eaft \u0111i\u1ec1u n\u00e0y s\u1ebd ki\u1ebfm \u0111\u01b0\u1ee3c l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng ng\u00e0y c\u00e0ng t\u0103ng.\nV\u00e0 khi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng m\u1edbi xu\u1ea5t hi\u1ec7n, n\u00f3 s\u1ebd \u0111\u00f2i h\u1ecfi \u00edt th\u1eddi gian h\u01a1n, \u00edt ti\u1ec1n h\u01a1n v\u00e0 \u00edt n\u1ed7 l\u1ef1c h\u01a1n \u0111\u1ec3 thuy\u1ebft ph\u1ee5c h\u1ecd mua. <\/p>\n\n

\u1ea2nh: Javier Sanchez Mingorance\/\u00a9123RF.com, Hanna Kuprevich\/\u00a9123RF.com, Dmitriy Shironosov\/\u00a9123RF.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 quen thu\u1ed9c trong to\u00e0n th\u1ebf gi\u1edbi kinh doanh. Trung b\u00ecnh, c\u00e1c doanh nghi\u1ec7p chi ti\u00eau g\u1ea5p n\u0103m l\u1ea7n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t kh\u00e1ch h\u00e0ng m\u1edbi h\u01a1n l\u00e0 \u0111\u1ec3 gi\u1eef m\u1ed9t kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, theo Khalid Saleh t\u1ea1i Invesp. C\u00e1c c\u00f4ng ty c\u0169ng t\u1eadp trung […]<\/p>\n","protected":false},"featured_media":6100,"template":"","insight-category":[],"class_list":["post-21256","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/insight\/21256","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\/6100"}],"wp:attachment":[{"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/media?parent=21256"}],"wp:term":[{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/bolttech.io\/vi\/wp-json\/wp\/v2\/insight-category?post=21256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}