GIAO TIẾP ỨNG XỬ VỚI KHÁCH HÀNG

8/7/2019 GIAO TIP NG X VI KHCH HNG

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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.


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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.


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- 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


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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.


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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


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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

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GIAO TIẾP ỨNG XỬ VỚI KHÁCH HÀNG