View
216
Download
0
Category
Preview:
Citation preview
8/7/2019 GIAO TIP NG X VI KHCH HNG
1/7
GIAO TIP NG X VI KHCH HNG
1. Tm quan trng ca vic giao tip vi khch hng
T khi Vit Nam tin hnh cng cuc i mi, chuyn nn kinh t khoch ha tp trung sang nn kinh t th trng v s kin Vit Nam gia nhp
T chc Thng mi th gii (WTO) th nhiu lnh vc nh Ngn hng, bu
chnh, vin thng khng cn v th c quyn. Trc y khi VNPT l
doanh nghip cung cp dch v bu chnh vin thng duy nht Vit Nam, t
duy mt mnh mt ch vn cn tn ti mt s b phn doanh nghip,
CBCNV trong ngnh nh:+ Th trng l ca ngi bn, khch hng ch c mt ni duy nht
mua, v vy khch hng phi l thuc vo ngi bn
+ Ngi bn c quyn quyt nh tt c t gi c, s lng, cht lng,
thi gian.
+ Thi phc v knh kiu, khng coi trng khch hng
Chnh nhng t duy v thi trn (thc ra ch th hin mt b phn
nh doanh nghip v CBCNV ca ngnh) gy ra nhng lung d lun x hi,
nhng nh kin khng tt, phin din v cc cn b BCVT nh cho rng ngi
lm BCVT cng vic th nhn h m thu nhp th cao, li cn ca quyn, hch
dch, coi thng khch hng.
Cng vi xu hng pht trin tt yu ca c ch th trng, ca xu hng
hi nhp, hin nay, c rt nhiu t chc, doanh nghip cng tham gia vo hot
ng kinh doanh BCVT (Viettel, SPT, Hanoi Telecom, EVN Telecom, FPT).
ng ngha vi iu ny l cc quan nim s b thay i Th trng l ca
ngi mua (khch hng), quyn quyt nh l ca khch hng, ch khng phi l
ca nh cung cp dch v. Nu thi phc v ca nhn vin hch dch, cht
lng dch v khng tt, chnh sch chm sc khch hng km, khch hng s
la chn dch v ca nh cung cp khc tt hn thay v s dng dch v ca
VNPT. Nh vy, th phn, doanh thu ca VNPT s b gim st, nh hng trc
tip n uy tn, thng hiu ca VNPT.
8/7/2019 GIAO TIP NG X VI KHCH HNG
2/7
vt qua nhng kh khn thch thc trn, i hi tt c cc thnh vin
trong VNPT (Ban lnh o, i ng cn b k thut, cn b kinh doanh, giao
dch, cng nhn, nhn vin, bo v) phi c cch nhn nhn v hnh ng mi
trong t duy kinh doanh, phc v khch hng, phi xy dng v duy tr c
mt phong cch giao tip chuyn nghip, lch s, mang m phong cch ca
VNPT.
Nh vy, c th kt lun rng vic giao tip vi khch hng l rt quan
trng, em li rt nhiu thnh cng trong kinh doanh, n lm hin thc ha
nhng n lc trn cc phng din kinh doanh ca doanh nghip. Quan nim
ny phi c th hin trn cc nguyn tc:
+ Khch hng phi c t v tr trung tm trong ton b hot ng sn
xut kinh doanh ca doanh nghip;
+ V daonh nghip phi hng ton b n lc ca mnh vo vic c gng
tha mn n mc tt nht mi nhu cu ca khch hng.
xy dng tt mi quan h vi khch hng, cn phi ch n cc quan
im sau:
- Coi trng khch hng, ly mc tiu lm cho khch hng hi lng
phn u.
- Khch hng ai cng quan trng (chng ta kinh doanh cng ch nhm cho
h mua tht nhiu hng, thi kin ca khch hng ng nhin l quan
trng)
- Khch hng lun lun ng. Khch hng c th sai nhng chng ta
khng c vch ra ci sai ca h. phi nh nhng phn tch nhng im chang khch hng v quan trng hn c l hy lun gi th din cho khch
hng. Mt khch hng b chng ta vch ra ci sai s b mt m khng bao gi
n vi chng ta na. hy thng khch hng bng tnh ch ng nn thng h
bng l.
- Khch hng mang n hu n cho chng ta ch khng phi chng ta
mang n hu n cho h.
8/7/2019 GIAO TIP NG X VI KHCH HNG
3/7
- V khch hng (c hin ti v tng lai ca khch hng khi h chn mua
hng ca bn);
xy dng tt mi quan h vi khch hng, cn phi lu n cc bc
sau:
- Nh tn tui v a ch ca h em n cho h cm gic c quan tm;
- Gy n tng vi h v s chu o v nghim tc ca bn trong cng
vic;
- cao tm quan trng ca h, t h vo mt v tr rt tch cc;
- Nhc cho h bit rng h lun c l v bn lun sn sang mun tip tc
phc v h tt hn.
2. Cc du hiu v quan h vi khch hng:
y l iu u tin v mang tnh thng xuyn m bt c ngi no c
trch nhim trong quan h giao dch vi khch hng cn phi bng cc bin php
iu tra khc nhau bit r v thi ca khch hng c nh hng nh th
no i vi hot ng ca doanh nghip trn phng din giao dch. Cc tiu ch
ra iu tra nh:
- S lng khch hng n giao dch;
- S ln khch hng khiu ni hay hy b hp ng;
- Tnh hnh tng trng doanh thu;
- Tnh hnh thng tin phn hi t b phn trc tip thc hin hp ng vi
khch hng hay t b phn bo hnh, hu mi;
- S lng cc khch hng quen hay cc khch hng ln ca doanh
nghip;- S lng giao dch trn thc t vi s lng cc giao dch i n kt qu
mong mun;
- Thi gian thc hin cc giao dch tng t tng ln hay gim i.
3. Mt s cch ng x vi cc loi khch hng khc nhau:
3.1 Vi nhng khch hng t ni:
Nhng khch hng loi ny buc bn phi c t nhiu cng phu tmhiu mun ch thc ca h khi n vi doanh nghip. Tuy nhin s hng hi
8/7/2019 GIAO TIP NG X VI KHCH HNG
4/7
8/7/2019 GIAO TIP NG X VI KHCH HNG
5/7
3.5 Vi nhng khch hng t cao t i:
Trong giao tip vi nhng khch hng mi v ngay c vi khch hng
truyn thng, bn s lun gp phi nhng khch hng thuc loi ny. i tng
khch hng ny tht ra khng gy kh khn g c bit cho bn lm. Hy cho
h ni ht, ph din ht tt c nhng g gi l hay ho, b trn ca h, mt cch t
nh v d dm bn c th theo h. S tha hip l cn thit c th n mc
tiu chung bn hy hay to iu kin cho h ni ra trong mt trng thi c
bn lm h tho mn cao v thi t cao t i. Bn hy nh rng khi n vi
bn khch hng cn cn phi c tha mn v s thng li tinh thn na i
n quyt nh c hip tc hay mua sn phm ca cng ty bn hay khng.
3.6 Vi nhng khch hng l nhng ngi hiu bit:
C th tm hiu rng h l nhng ngi rt thng tho v l thuyt cng
nh thc t ca vn c th hay lnh vc ang lm vic vi bn v h c trnh
trn hn bn. S thng thn, cu th, chn thc, sng phng l nhng cha
kha ring l bn m tng cnh ca khi mun thnh cng trong giao tip vi
h.
3.7 Vi nhng khch hng ng bng:
Loi khch hng ny thng t gp vi t cch l ngi i din c lp
cho mt i tc, nhng c th gp trong mt nhm i din. H c th lun thay
i trng thi, phn ng ca mnh.gy cho bn mt cm gic kh nm bt vi
chnh bn. Nguyn tc khch hng l thng , khch hng lun ng s lm
bn b ng hon ton hay kheiens bn c th lm mt lng nhng v khch khc
trong nhm. Phng chm s th l hy coi h l N hong bn c c hinhn nhng, coi nh ha v hi hc ha theo cch c th chp nhn c i
vi mi ngi trc nhng thay i. Nu h l ngi mua hng, vn tht n
gin, bi v khi bn ch cn h th l ht nhng g khng hi lng, v bng
mt cu ni ng vin hay khen ngi d dm h s khng b bn m khng mua
g.
8/7/2019 GIAO TIP NG X VI KHCH HNG
6/7
3.8 Vi nhng khch hng hay phn nn, ch bai:
Khng nn t ra sn sang tranh lun, cp li, khng nh hn thit vi
khch hng khi xy ra nhng iu phn nn ca khch. Vic cn thit, v l
nhim v ca bn l phi lng nghe, cm n v tm cch khc phc thiu st
ngay sau nu c th. Khng phi bao gi khch hng cng ng, v bao gi
cng c phm cht ca mt Thng , hay N hong. Nhng h ch khng
ai khc mi c th em n cho bn nhng ngun li nhun, v chnh l ci
bn cn tn ti. S phn nn ca h khng phi bao gi cng tha ng,
nhng chc chn c l do ca n. Khi khch phn nn, bn khng nn t ra nn
nng nghe cho qua chuyn, cng khng nn quan trng ha s c, hoc khng
nn tm ngay nhng ngi c trch nhim c th v vic nghe thay bn.
H phn nn vi bn, cho d bn khng phi l ngi gy ra hay c trch nhim
chnh nhng ch t h thy cn phi ni, v thy bn l ngi xng ng nghe
h phn nn. Bng c ch, nh mt, ging ni bn tip thu li phn nn nh l
bn l ngi hiu h, ng v pha h bit li phn n cha hon ho thnh
nhng li gp chn tnh mt cch hon ho. Khng nn phn i khch hng
m kho lo chuyn sang mt kha cnh khc, ng thi lun c cch a ra
nhng ngh mi hp l hp tnh cho c hai bn.
4. Nhng bin php xy dng mi quan h vi khch hng
C nhiu bin php xy dng mi quan h vi khch hng hin thc v
khch hng tim nng. Nhng bin php thng c s dng l:
4.1 Hi ngh khch hng:
Hi ngh khch hng phi c mt cc khch hng ln, cc bn hng quantrng. Trong hi ngh khch hng cng ty phi c cc ni dung gi khch
hng ni v u v nhc im ca sn phm, nhng thc mc trong mua bn,
nhng thiu st trong quan h giao dch mua bn ca cng ty (k c cn b ca
cng ty), yu cu ca h v sn phm v nhu cu trong thi gian ti cng trong
hi ngh ny, cng ty cng b cc d n v cc chnh sch ca mnh
8/7/2019 GIAO TIP NG X VI KHCH HNG
7/7
Trong hi ngh, cng ty cn cp ti cc chnh sch, cc biu hin vi m
tc ng ti qu trnh kinh doanh, kin ca khch hng c ngha to ln i
vi quan h ca cng ty vi cp trn.
4.2 Hi tho:
Khc vi hi ngh khch hng, hi tho ch cp ti mt hoc vi kha
cnh ca kinh doanh. V d nh: hi tho v kh nng xm nhp th trng ca
sn phm, v gi c, qung coThnh vin ca cc hi tho khng phi ch c
cc bn hng ln. Thng qua hi tho tng cng, li ko cng chng i vi
hng ha ca mnh. Cn khai thc trit cc phng tin thng tin i chng
qung co khuch trng cc kt qu ca hi ngh khch hng v ca cc
cuc hi tho.
4.3 Tng qu:
y cng l bin php ca cc nh kinh doanh hay lm. Tuy nhin n
khng phi l bin php ph bin. Ty theo cc iu kin c th m cng ty
quyt nh tng ai, vo lc no v s lng ra sao. Nhn chung cc khch hng
ln l nhng ngi cn tng.
Qu c th l sn phm s bn hoc mt loi sn phm no ca doanh
nghip. Nu gi qu khng phi l sn phm ca doanh nghip th trong gi
phi c hnh nh ca sn phm s bn hoc biu trng ca cng ty
4.4 Hot ng h tr bn hng
H tr bn hng l mt hot ng rt quan trng ca Marketing. Hot
ng h tr bn hng c thng qua vic s dng hot ng ca cc hip hi
kinh doanh, ca hng gii thiu sn phm, hi ch
Recommended