Quan tri khách hang tai VNPT. Nhom10-QTKHK-02

Qun tr quan h khch hng

GVHD: Trng Th Vn Anh

BI TP NHM:Mn : QUN TR QUAN H KHCH HNG ti: QUN TR QUAN H KHCH HNG TI TP ON BU CHNH VIN THNG VIT NAM

GVHD: Trng Th Vn Anh Nhm thc hin: Nhm 10- Lp QTQHK-02 Thnh vin nhm:

1. 2. 3. 4. 5. 6. 7.

Hunh Phc c Nguyn Qu Hng Hunh Th Kim Nga Nguyn Th Ngha Nguyn Th Phng inh Th Tho Nguyn Th Thun

Nhm thc hin: Nhm 10-QTQHK_02

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Phn 1: TNG QUAN V TP ON BU CHNH VIN THNG VIT NAM (VNPT)I. 1.1

GII THIU V VNPT: Tng quan v VNPT v lnh vc hot ng:

Tn y : Tp on Bu chnh Vin thng Vit Nam Tn giao dch quc t: Vietnam Posts and Telecommunications Group (VNPT) VNPT hin l Tp on Bu chnh Vin thng hng u ti Vit Nam. Vi nhng ng gp v thnh tu t c trong cng cuc xy dng ch ngha X hi v Bo v T quc, VNPT vinh d c Ch tch nc phong tng danh hiu Anh hng lao ng thi k 1999 - 2009 vo ngy 22/12/2009. K tha 65 nm xy dng, pht trin v gn b trn th trng vin thng Vit Nam, VNPT va l nh cung cp dch v u tin t nn mng cho s pht trin ca ngnh Bu chnh, Vin thng Vit Nam, va l tp on c vai tr ch cht trong vic a Vit Nam tr thnh 1 trong 10 quc gia c tc pht trin Bu chnh Vin thng nhanh nht ton cu. Vi hn 90 nghn cn b cng nhn vin, h tng cng ngh vin thng tin tin, mng li dch v ph sng ton b 64 tnh thnh trn c nc, VNPT t ho l nh cung cp dch v bu chnh, vin thng s 1 ti Vit Nam, phc v hn 71 triu thu bao di ng, gn 12 triu thu bao in thoi c nh v khong hng chc triu ngi s dng Internet. Thng 1/2006, VNPT chnh thc tr thnh Tp on Bu chnh Vin thng Vit Nam thay th cho m hnh Tng cng ty c theo quyt nh s 06/2006/Q-TTg ca Th tng Chnh ph, vi chin lc pht trin theo m hnh tp on kinh t ch lc ca Vit Nam, kinh doanh a ngnh ngh, a lnh vc, a s hu, trong Bu chnh - Vin thng - CNTT l nng ct. Ngy 24/6/2010, Cng ty m - Tp on Bu chnh Vin thng Vit Nam chuyn i hot ng sang m hnh Cng ty trch nhim Hu hn mt thnh vin do Nh nc lm ch s hu theo quyt nh s 955/Q-TTg ca Th tng Chnh ph. Lnh vc kinh doanh - Dch v v sn phm vin thng, cng ngh thng tin; - Dch v v sn phm truyn thng; Nhm thc hin: Nhm 10-QTQHK_02 Trang: 2

Qun tr quan h khch hng -


Kho st, t vn, thit k, xy dng, lp t, bo dng cc cng trnh vin thng, cng ngh thng tin v truyn thng; Sn xut, kinh doanh xut nhp khu, cung ng vt t, thit b vin thng, cng ngh thng tin v truyn thng; Dch v ti chnh, tn dng, ngn hng; Dch v qung co, t chc s kin; Kinh doanh bt ng sn, cho thu vn phng; a ch lin h Tr s chnh: Ta nh VNPT, s 57 Hunh Thc Khng, Q. ng a, TP. H Ni Vn phng: 84-4 3 774 1091- Fax: 84-4 3 774 1093 Website: www.vnpt.com.vn Email: [email protected]

1.2

Qu trnh hnh thnh v pht trin:

- 30-4-1995 Thnh lp Tng cng ty Bu chnh Vin thng VN (VNPT) Thng 4/1995,Tng Cng ty Bu chnh Vin thng Vit Nam chnh thc c thnh lp theo m hnh Tng Cng ty 91, trc thuc Chnh ph v Tng Nhm thc hin: Nhm 10-QTQHK_02 Trang: 3



cc Bu in vi tn giao dch quc t vit tt l VNPT, chnh thc tch khi chc nng qun l nh nc v tr thnh n v sn xut, kinh doanh, qun l khai thc v cung cp cc dch v bu chnh, vin thng. - 15-8-1995 VNPT n nhn Hun chng Sao vng K nim 50 nm ngy truyn thng ca Ngnh (15/8/1945 - 15/8/1995), cn b CNVC ca VNPT c vinh d l ngnh kinh t- k thut u tin trong c nc n nhn phn thng cao qu: Hun chng Sao vng. Nm 1995, VNPT c 742.000 thu bao in thoi, a mt in thoi ca Vit Nam ln 1 my/100 dn. Vi con s ny, ln u tin mng vin thng Vit Nam c tn trn bn vin thng th gii. - 19-11-1997 Vit Nam chnh thc ha mng Internet quc t Ngy 19/11/1997 Vit Nam chnh thc ha mng Internet quc t. VDC (n v trc thuc ca VNPT) l nh cung cp cng truy nhp Internet duy nht (IAP) v l 1 trong 4 nh cung cp dch v Internet (ISP) u tin ca Vit Nam. - 26-3-2006 VNPT chuyn i sang m hnh Tp on Ngy 26/3/2006, Tp on Bu chnh Vin thng Vit Nam (VNPT) chnh thc ra mt v i vo hot ng theo quyt nh ca Th tng Chnh ph chuyn i m hnh t Tng cng ty. Theo , VNPT l Tp on kinh t ch o ca Nh nc trong lnh vc BCVT & CNTT, kinh doanh a ngnh c trong nc v quc t, c s tham gia ca nhiu thnh phn kinh t; lm nng ct BCVT v CNTT Vit Nam pht trin v hi nhp quc t. - 1-1-2008 VNPost chnh thc i vo hot ng Nm 2008 nh du s pht trin mi ca Bu chnh Vit Nam vi s ra i v chnh thc i vo hot ng ca Tng Cng ty Bu chnh Vit Nam (VNPost), thnh vin ca VNPT t ngy 1/1/2008. VNPost c s vn iu l 8.122 t ng, kinh doanh cc lnh vc nh: thit lp, qun l, khai thc v pht trin mng bu chnh cng cng, cung cp cc dch v bu chnh cng ch v cc dch v cng ch khc. T chc ca VNPost gm c 64 tnh, thnh ph c hnh thnh trn c s tch hot ng bu chnh t cc bu in tnh, thnh ph hin nay. Khi Vin thng cc tnh, thnh ph c tch ra t cc Bu in tnh, thnh c thnh cc Vin thng tnh, thnh ph trc thuc Tp on BCVT Vit Nam VNPT. - 19-4-2008 VNPT phng thnh cng v tinh u tin ca Vit Nam VINASAT-1 05h17 pht ngy 19/4/2008, Tp on Bu chnh Vin thng Vit Nam VNPT, vi vai tr l ch u t d n, phng thnh cng v tinh u tin ca Vit Nam VINASAT-1 ln qu o. y l s kin khng nh ch quyn quc gia ca VN trn khng gian, gp phn nng cao hnh nh, uy tn ca VN ni chung v VT- CNTT VN ni ring. Vi vic a v tinh vin thng u Nhm thc hin: Nhm 10-QTQHK_02 Trang: 4



tin vo s dng, Vit Nam ch ng c ton b cc phng thc truyn dn, k c cc phng thc truyn dn hin i, hon thin h tng thng tin lin lc quc gia, m bo an ton v tin cy mng li c s h tng vin thng, to iu kin cho cc n v pht trin cc dch v vin thng, pht thanh, truyn hnh... Vi dung lng truyn dn trn 10.000 knh thoi, Internet, truyn s liu; trn 120 knh truyn hnh cht lng cao, VINASAT1 s a cc dch v vin thng, Internet v truyn hnh n cc vng su, vng xa, min ni v hi o... l nhng ni m phng thc truyn dn khc kh vn ti c. - 5-4-2009 Hon thin Mng truyn s liu chuyn dng phc v cc c quan ng, chnh quyn trn ton quc Ngy 30/3/2009, VNPT thit lp thnh cng phin hp trc tuyn ln u tin ca Chnh ph ti Vn phng UBND 63 tnh/ thnh, nh du bc i mi tch cc trong vic ng dng VT-CNTT vo cng tc ch o, iu hnh ca Chnh ph. ng thi th hin nng lc ca VNPT trong vic thc hin D n "Mng truyn s liu chuyn dng ca cc c quan ng v Nh nc". - 15-10-2009 VNPT tin phong trin khai 3G Ngy 12/10/2009, VinaPhone - n v cung cp dch v di ng thuc VNPT tr thnh nh mng u tin ti Vit Nam cung cp dch v 3G, ghi thm Vit Nam vo bn 3G th gii, a v tr ca ngnh di ng Vit Nam ln mt nc thang mi. Tip , ngy 15/12/2009, MobiFone cng chnh thc cung cp dch v 3G trn th trng, khng nh v tr tin phong cng ngh ca VNPT. - 25-12-2009 VNPT c phong tng danh hiu Anh hng Lao ng Ngy 22/12, Ch tch nc k Quyt nh s 2056/Q-CTN v vic phong tng Danh hiu Anh hng Lao ng cho Tp on BCVT Vit Nam v c thnh tch c bit xut sc trong lao ng sng to t nm 1999 n nm 2008, gp phn vo s nghip xy dng Ch ngha x hi v bo v T quc. Trong chng ng 10 nm pht trin t 2000 n nay, VNPT lun gi vng vai tr l doanh nghip ch lc ca t nc trong lnh vc BCVTCNTT, xy dng v pht trin mt h tng c s thng tin lin lc hin i, ng b v rng khp phc v c lc cho s nghip pht trin kinh t x hi, gp phn m bo an ninh, quc phng ca t nc.

1.3

Thnh tu t c:

Nhng phn thng cao qu ng v Nh nc tng CBCNV ngnh Bu in giai on 1976 2000: 1.3.1 Hun chng Nhm thc hin: Nhm 10-QTQHK_02 Trang: 5



01 Hun chng c lp hng Ba cho Cng on ngnh nm 1987 01 Hun chng H Ch Minh nm 1990 01 Hun chng Sao vng nm 1995 01 Hun chng c lp hng Nht cho Cng on BVN nm 1997 01 Hun chng chin cng hng Nht nm 2000 13 Hun chng Lao ng hng Nht 20 Hun chng Lao ng hng Nh 50 Hun chng Lao ng hng Ba Hun chng H Ch Minh tng Cng on Bu in Vit Nam nm 2007.

1.3.2 Danh sch Anh hng v Chin s thi ua ton quc - 16 Tp th c phong tng danh hiu Anh hng Lao ng - 07 c nhn c phong tng danh hiu Anh hng Lao ng - 50 n v c phong tng danh hiu Anh hng LLVTND 1.3.3 B m Anh hng ngnh Bu in: 459 ngi 1.3.4 Bc trng Tng Lin on Lao ng Vit Nam tng cho Cng nhn vin chc ngnh Bu in ghi 10 ch vng truyn thng ca Ngnh: Trung thnh Dng cm Tn ty Sng to Ngha tnh

Phn 2:Nhm thc hin: Nhm 10-QTQHK_02 Trang: 6



HOT NG QUN TR QUAN H KHCH HNG CA TP ON BU CHNH VIN THNG VIT NAMI- KHCH HNG CA VNPT

1. Chnh sch CRM ca VNPT 1.1. Khi qut v khch hng v phn loi khch hng ca VNPT1.1.1 Khch hng ca VNPT Khch hng ca VNPT l mt tp hp nhng c nhn, t chc... c nhu cu s dng dch v bu chnh, vin thng ca cng ty. Mi quan h ca cng ty vi khch hng l mi quan h hai chiu, to iu kin cho nhau cng tn ti v pht trin. 1.1.2 Phn loi khch hng ca cng ty bao gm cc nhm sau: + Khch hng c nhn: l c nhn s dng sn phm- dch v ca cng ty, c nhu cu s dng v mong mun c tha mn nhu cu ca mnh. + Khch hng t chc: l cc doanh nghip, cng ty, t chc, vn phng i din s dng hoc phn phi li sn phm - dch v ca cng ty.

1.2. Chnh cch nhn din khch hng1.2.1. VNPT nhn din khch hng c nhn: thu thp cc d liu v khch hng gm: - Thng tin c nhn: H tn, chc v, ngy sinh, a ch, in thoi - Thng tin c bn v tnh hnh thu nhp - D liu v hnh vi: thi quen ca khch hng, tn sut s dng sn phm v dch v ca VNPT - Thng tin phn hi t cc hot ng Marketing: kh khn ca khch hng, yu cu ca khch hng, mong mun ca khch hng 1.2.2. Nhn din khch hng t chc: VNPT thu thp cc d liu v khch hng gm: - Thng tin m t: Tn khch hng, chc v, a ch, in thoi/Fax, Email /Website... - Thng tin ti chnh: doanh thu - D liu v hnh vi: thi quen ca khch hng, tn sut s dng sn phm v dch v ca VNPT - Thng tin phn hi t cc hot ng Marketing: kh khn ca khch hng, yu cu ca khch hng, mong mun ca khch hng Nhm thc hin: Nhm 10-QTQHK_02 Trang: 7



nhn din c khch hng ca cng ty mnh, h thng phn mm s thu thp nhng thng tin, d liu c bn v pha khch hng. c th thu thp nhng thng tin nh vy th cng ty c th tn dng nhng thng tin giao dch trong qu kh m cng ty thu thp c, ngoi ra do cng ty thng xuyn t chc cc cuc tip xc trc tip vi khch hng, t chc cc hi ngh khch hng nhm thu thp cc kin khch hng, thm d khch hng qua phiu thm d.

1.3. Chnh sch phn bit khch hng:VNPT thc hin phn bit khch hng theo gi tr. 1.3.1. Cn c VNPT phn bit khch hng theo gi tr - Gi tr hin ti l gi tr c bit qua hnh vi hin ti hay d on v tng lai. - Gi tr tim n l tt c gi tr m khch hng c th mang li nu chng ta p dng c thc mt chin lc ci thin n tc bng cch no thay i hnh vi ca khch hng trong tng lai. - Gi tr khch hng lu di nht(linetime value- LTV) l gi tr hin ti thun ca ng gp ti chnh k vng trong tng lai ca khch hng cho doanh nghip vi gi nh vic kinh doanh khng thay i. C th, LTV l tng cc gi tr hin ti thun ca tt c nhng s kin tng lai thuc v mt khch hng c th. - Gia tng gi tr khch hng l n lc ca doanh nghip nhm tng phn gi tr ca khch hng cho doanh nghip, y l mc tiu quan trng ca doanh nghip c chin lc khch hng, c th c hon thnh qua vic tng lng gaio dch thng mi m khch hng thc hin. - Khch hng c gi tr ln nht (most value customer -MVC) nhng khch hng ny mang li li nhun cho doanh nghip nhiu nht. Phn nhm khch hng theo gi tr: Xp khch hng theo th t ca h i vi doanh nghip. Sau chia khch hng thnh 10 nhm bng nhau v s lng (mi nhm 10% khch hng), phn tch v nhn thy phn ln li nhun thu c t mt hoc hai nhm khch hng dn u. 1.3.2. Chnh sch phn bit khch hng ca VNPT Trong kinh doanh, ngi ta vn hay nhc n quy tc kinh in 20/80 ca nh kinh t hc ngi Italia Vilfredo Paredo, c ngha l 20% khch hng to ra 80% li nhun cho mt DN. y cng chnh l iu m cc VNPT ang n lc thc hin. a) VNPT cn c vo vic xc nh doanh thu phn bit khch hng: 1. Doanh thu xc nh khch hng c hng chit khu thng mi hoc trch thng: l doanh thu cc cc dch v vin thng pht sinh hng thng (cha c thu GTGT). Nhm thc hin: Nhm 10-QTQHK_02 Trang: 8



2. Doanh thu thc hin chit khu thng mi hoc trch thng: l doanh thu cc thng tin (cha c thu GTGT) pht sinh hng thng sau khi tr gim gi hng bn, khuyn mi, hng bn b tr li (nu c) i vi cc thu bao dch v nh sau: - Thu bao in thoi C nh, Gphone: Cc gi in thoi quc t; Cc gi in thoi ng di lin tnh; Cc gi vo cc mng di ng. - Thu bao Mega VNN: tng doanh thu pht sinh hng thng (bao gm c cc thu bao). - Thu bao Vinaphone tr sau: cc thng tin trong nc v quc t. 3. Doanh thu ti mc 1 v 2 nu trn l doanh thu cc c tnh gp theo m khch hng s dng dch v ca VNPT khng bao gm: - Cc khon n qu hn cha thanh ton - Doanh thu cc dch v ca cc doanh nghip khc pht sinh trn thu bao ca VNPT nh dch v VoIP 177, 178, 179, 168, 172, 175, b) Phn loi khch hng: Cn c vo doanh thu cc trong thng theo qui nh ti mc 1 v 2 nu trn, VNPT thc hin phn loi khch hng nh sau: 1. Khch hng ln: l khch hng c doanh thu cc ti thiu t 1.000.000 ng tr ln/thng. 2. Khch hng va v nh: l khch hng c doanh thu cc t 400.000 ng n di 1.000.000 ng/thng. 3. Khch hng khc: l khch hng c doanh thu bnh qun trn 01 thu bao t (tng doanh thu cc s dng trong thng chia cho s thu bao cng m khch hng): - T 100.000 ng n di 400.000 ng: i vi thu bao in thoi C nh, Gphone, Mega VNN. - T 200.000 ng n di 400.000 ng: i vi thu bao Vinaphone tr sau. Phn loi hiu qu nht cn c da trn gi tr kinh doanh lu di (LTV). VNPT phn loi khch hng t chc da trn gi tr kinh doanh. Gi tr kinh doanh s cho ta cu tr li khch hng no mang li nhiu li nhun nht, li nhun trung bnh v li nhun t nht hin ti v tng lai cng nh s an ton v ri ro m khch hng c th mang li

1.4 Tng tc vi khch hngPhi m bo nguyn tc dng thng tin 2 chiu trong trit l one-to-one marketing. l vic to mt knh thng tin gia khch hng v cng ty. c bit, i vi cc khch hng mc tiu, vic thng xuyn phi chuyn cc thng tin nh v sn phm mi, thng bo l ht sc cn thit. C nhiu hnh thc tng tc: trc tip, in thoi, th, fax, Internet, phiu thu thp. nh gi tng trng s ca cc hnh thc tng tc trn bng cch cho im Nhm thc hin: Nhm 10-QTQHK_02 Trang: 9



v c c h s ring cho tng hnh thc. Nh vy, mi hnh thc tng tc u c u v nhc im khc nhau, v i vi cc khch hng mc tiu, c th s dng phi hp cc hnh thc c im s trung bnh cao. Cc hnh thc c s im thp hn c th s dng thu thp nhng d liu ca cc khch hng khng nm trong s khch hng mc tiu. Cng ty VNPT s dng cc hnh thc giao tip vi khch hng nh: trc tip tip xc qua cc im giao dch, cc i l, bu in hoc bng in thoi, th, fax tip xc vi khch hng. Cng ty ng dng hiu qu cc phn mm CRM (nh call center), cc gii php chm sc khch hng qua web(vnpt.com.vn), ... tng tc vi khch hng. H thng call-center hin i ca VNPT VNPT xc nh cnh tranh khng ch bng cht lng dch v m tiu ch lun lm hi lng khch hng cng l mt trong nhng chin lc kinh doanh quan trng. h tr khch hng tt nht, VNPT b tr s in thoi h tr 700 v 38700700 phc v khch hng 24/24h, mi yu cu ca khch hng s nhanh chng c p ng ch bng mt thao tc n gin, nhc in thoi v lm theo hai cch: Cch 1: Vi khch hng s dng my in thoi mng VNPT H Ni, khch hng ch cn bm s in thoi 700 (i vi khch hng s dng in thoi c nh ca VNPT) hoc 04.700 (i vi khch hng s dng di ng mng Vinaphone) gp in thoi vin t vn h tr. Cch 2: Vi khch hng s dng my in thoi ngoi mng VNPT (v d: khch hng s dng dch v in thoi c nh, di ng ca Viettel), khch hng ch cn bm s in thoi 38700700 hoc 04.38700700 gp in thoi vin t vn, h tr. Vi h thng call-center hin i cng i ng nhn vin chuyn nghip v thi phc v tn tnh chu o, cc tng i h tr ca VNPT lun sn sng p ng mi yu cu khch hng. y l mt trong nhng li th ca VNPT trong cung cp dch v vin thng, tin hc. Dch v khch hng v cc gii php h tr khch hng cua VNPT ( Mi chi tit xin truy cp a ch vnpt.com.vn )

Dch v th: in thoi dng th, Dch v 1719, Ifone VNN. Dch v thoi: in thoi c nh, in thoi GPhone, Centrex ,in thoi VoIP. Dch v h tr khch hng: m vng in thoi, th tc lp t dch v, cc im giao dch, ng k lp t ti nh, tra cu danh b. V nhiu dch v khc. Trang: 10




Contact center Contact Center c xy dng trn nn cng ngh IP, tch hp tt c cc phn mm qun l lin quan ca mi doanh nghip, mang vai tr tr gip vic chm sc khch hng ging nh CRM, ERP N l s kt hp mt cch h thng cc phng thc tng tc, t gi in thoi, tin nhn SMS, MMS, email, website cho n i thoi trc tip, th tay

Cc chc nng ca Contact Center: X l cuc gi vo/ra Phn phi cuc gi t ng Tr li tng tc thoi, tr li t ng H thng ghi m Quay s gi ra t ng Ngn chn cuc gi Bo co, thng k Qun l tng tc Web Ghi cc chi tit cho mi cuc gi Chc nng pop-up thng tin khch hng trn mn hnh in thoi vin Sao lu v phc hi d liu. Cng ngh contract center 108 ca VNPT Si Gn Hin ti STSC ang s hu h thng Contact Center 108 gii php Hosted IPCC ca Cisco vi y cc tnh nng ca mt trung tm tng tc khch hng, cung cp cho khch hng kh nng chn la linh hot cc dch v. H thng Contact Center cung cp cc tnh nng phn phi cuc gi t ng (ACD) v p ng tng tc thoi (IVR), cho php nhiu khch hng c th chia s cng 1 ti nguyn nhng vn m bo c n nh v bo mt gia cc h thng. Nhm thc hin: Nhm 10-QTQHK_02 Trang: 11



M hnh h thng Contact Center ca Cty Dch V Vin Thng Si Gn:

Phn mm h thng dch v khch hng CSS Cnh tranh l xu th pht trin tt yu khch quan trong tin trnh ton cu ha, chm sc lm hi lng khch hng tt l yu t quyt nh s thnh cng Nhm thc hin: Nhm 10-QTQHK_02 Trang: 12



ca doanh nghip kinh doanh dch v vin thng. Vi tc pht trin my in thoi v cc dch v gia tng hin nay, nhu cu thng tin ca khch hng ngy mt cao v phc tp, do kh nng p ng ca cc chng trnh phn mm ri rc nh hin thi khng th gii quyt ht c. lm tt cng tc phc v v chm sc khch hng cn phi c mt h thng cng c h tr, nhm tng nng sut lao ng, trnh sai st trong tc nghip, khai thc mng li hiu qu.

thc hin cnh tranh thng li trong thi gian n qu n v cn phi u t h thng dch v khch hng. CSS l mt h thng cng c phn mm dch v khch hng cho cc Vin thng Tnh Thnh; Mt mi trng khp kn cc qui trnh khai thc tc nghip, qun l v iu hnh sn xut kinh doanh dch v vin thng. C s d liu ca h thng tp trung, m bo tnh ton vn thng tin d liu, tnh bo mt cao trn h qun tr c s d liu ORACLE, lin kt c vi nhiu bi ton qun l khc nh: Qun l nhn s - tin lng, Khai thc dch v 1080, Hp th thng tin (AudioText), Tng i HOST. Cc chc nng ca h thng c t chc rt cht ch v c mi quan h vi nhau thng qua kho d liu tp trung ton Vin thng Tnh/Thnh ph. Mi c nhn trong mi b phn trong qui trnh khai thc c m nhn mt s chc nng. Tt c cc qui trnh khai thc pht trin, dch chuyn, chuyn nhng, bo dng, tnh cc, ... phi tun th nghim ngt quy nh ra v c gim st bng cc chc nng thng bo v bo co qua mng trc tuyn. H thng bao gm cc Module chc nng Nhm thc hin: Nhm 10-QTQHK_02 Trang: 13



Qun l Pht trin thu bao (C nh, Internet, Di ng,...) Qun l Mng cp trn nn cng ngh GIS Qun l Cp s my Qun l Danh mc khch hng Qun l Danh b in thoi Qun l Thu n Qun l Bo hng 119 Qun l Chm sc khch hng Giao tip tng i HOST t ng Qun tr ngi dng Qun l giao tip tch hp AudioText H thng bo co trc tuyn. II- QUN TR MNG LI KHCH HNG

1. Quan h vi nhn vinCng ty VNPT xem cn b cng nhn vin l yu t quan trng quyt nh thnh cng ca cng ty trn thng trng. Trong nhiu nm qua, cng ty xy dng i ng cng nhn vin giu kinh nghim, tn tm v n np lm cng vic tt nhm ti mc tiu tip tc nng cao cht lng phc v, chun ho cc hot ng giao tip, hnh nh i thoi vi khch hng, xy dng phong cch ng x th hin nt p vn minh, vn ho doanh nghip. Vi hn 9 vn cn b cng nhn vin (CBCNV) ang tham gia phc v, sn xut kinh doanh trn mi min ca T quc, trong 5 nm qua khng nh v v tr ca Tp on vi vai tr l doanh nghip ch lc ca t nc trong lnh vc BCVT CNTT.

2. Quan h vi nh u t v cc i tcVNPT c quan h bn hng vi hn 200 i tc l cc Tp on a quc gia v bu chnh, vin thng, CNTT hng u trn th gii trong tt c cc lnh vc kinh doanh, khai thc, sn xut cng nghip, ti chnh, t vn, bo him, o to v pht trin ngun nhn lc. Bu chnh: VNPT hp tc trao i chuyn th, bu phm, bu kin bng my bay vi 60 nc trn th gii qua 25 tuyn. m ng th trn b vi cc nc Lo, Trungquc, Campuchia. Hp tc cng cc hng chuyn pht nhanh hng u th gii. Vin thng: VNPT thit lp lin lc vin thng quc t vi tt c cc nc trn th gii trong lin lc trc tip vi 36 quc gia vi 5.700 knh vin thng quc t qua v tinh v cp quang bin. Cng nghip: VNPT hp tc vi Siemens, Alcatel, Fujitsu, NEC, Cornning, G, Daesung, DongAh, Huawei thnh lp 9 lin doanh c tng s Nhm thc hin: Nhm 10-QTQHK_02 Trang: 14



vn u t gn 100 triu USD. Cc lin doanh ny p ng c 40% nhu cu thit b chuyn mch v truyn dn, 70% nhu cu cp quang v cp ng v bt u xut khu. Pht trin mng li, dch v: VNPT v ang trin khai cc hp ng hp tc kinh doanh vi cc Tp on khai thc hng u th gii: NTT, France Telecom, Telstra, KT, Kinnevik vi tng s vn hn 1 t USD xy dng v pht trin mng vin thng quc t, di ng, ni ht. Hp tc song phng & a phng VNPT phi hp vi B Thng tin v Truyn thng tham gia hu ht cc t chc quc t v Bu chnh Vin thng, bc u khng nh c vai tr v uy tn ca ngnh Bu chnh Vin thng Vit Nam trn trng quc t: + L thnh vin ca cc t chc Lin minh Bu chnh Th gii (UPU), Lin minh Vin thng Th gii (ITU), Lin minh Vin thng chu - Thi Bnh Dng (APT). + Trong nm 1998, 1999, 2002, 2004 ngnh Bu in Vit Nam lin tc trng c vo cc c quan iu hnh cao nht ca ITU v UPU; th hin tnh thuyt phc ca cc hot ng hp tc quc t a phng. + Tp on tham gia vo cc hot ng mang tnh quc t thng qua cc din n hp tc khu vc nh Hip hi Cc quc gia ng Nam ASEAN, Din n Hp tc Kinh t chu - Thi Bnh Dng APEC, chun b cc nh hng ln cho vic tham gia vo T chc Thng mi Th gii WTO. + Ch ng tham gia tch cc vo cc t chc quc t v cc din n quc t chuyn ngnh khai thc nh Intersputnik, WSBI, ASEAN Posts, Hip hi GSM, Hi ng Vin thng Thi Bnh Dng (PTC), Din n cc nh khai thc vin thng Thi Bnh Dng (PPM), Hi ngh Vin thng ton cu GTM ... + Thnh cng ca vic tham gia cc t chc quc t, hip hi quc t to cc iu kin thun li cho vic k kt hng chc hp ng trin khai dch v mi nh dch v chuyn vng quc t GSM, thit lp cc quan h hp tc song phng trong khai thc vin thng quc t. Hot ng u t, kinh doanh ti nc ngoi + Vic tham gia lin doanh vin thng ATH/Acasia hon tt v i vo cung cp dch v ti Vit Nam, hon thnh vt mc k hoch nm 2009 ra. + Lin doanh sn xut cp ng ti Lo hon thnh cng tc xy dng nh my, lp t dy chuyn v i vo hot ng t thng 11/2009.


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+ Kho st v m phn nhiu d n mi ti nc ngoi: lin doanh xy dng h tng v cung cp dch v vin thng ti Cambodia, m vn phng chi nhnh ti Hoa K, m POP ti Hoa K v Hng Kng, Singapore... + v ang xc tin hng lot d n mi nh: Tham gia Lin minh Roaming Conexus, hp tc vi ETECSA (Cuba) v ETL (Lo) trong vic xut khu cc sn phm vin thng, hp tc vi NTT nghin cu v cp quang, lin doanh chuyn pht nhanh vi DHL; d n lin doanh dch v VAS vi Hn Quc; cng ty c phn Game, Hp tc cung cp cc dch v ni dung vi Hn Quc v Hoa K, + Tp trung khai thc kh nng hp tc ca cc thnh vin khc trong khi ASEAN v APEC thng qua tr gip v hp tc nghin cu, o to. + Tng bc tham gia xy dng v trin khai cc n quc t, khu vc trong khun kh cc t chc quc t, cc din n quc t v Bu chnh Vin thng v CNTT. III- DUY TR V PHT TRIN KHCH HNG 1. Chin lc duy tr khch hng y l chin lc doanh nghip n lc to mi quan h lu di nhm gi chn khch hng hin ti. VNPT s dng cc chnh sch duy tr cc loi khch hng: khch hng ln, khch hng va & nh v khch hng khc. Nhng, c ch trng v tp trung nhiu nht vn l khch hng ln, v lng khch hng ny rt ln v mang li nhiu doanh thu cho VNPT. 1.1 Chnh sch chit khu thng mi/trch thng: i vi KH va & nh v khch hng khc:Thi gian s dng dch v ca khch hng Di 1 nm T 1 nm n di 3 nm T 3 nm n di 5 nm T 5 nm tr ln Mc chitMc chit khu khu/trch KH va KH khc thng KH v nh ln 6% 0% 0% 7% 5% 5%

8%

6%

6%

9%

7%

7%


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1.2 Chnh sch khuyn khch khch hng ln caVNPT 1.2.1 Xc nh khch hng ln : a) Khch hng ln : L cc khch hng c doanh thu cc pht sinh s dng cc dch v Vin thng ca VNPT bnh qun t 1.000.000 ng/thng tr ln, c xc nh 03 thng/01 ln. C th, khch hng ln c xc nh nh sau: + Ln 1 : Ly doanh thu cc pht sinh bnh qun ca khch hng t thng 01 n thng 3 (qu I) xc nh khch hng ln ca 03 thng tip theo t thng 4 n thng 6 (qu II). + Ln 2 : Ly doanh thu cc pht sinh bnh qun ca khch hng t thng 4 n thng 6 (qu II) xc nh khch hng ln ca 03 thng tip theo t thng 7 n thng 9 (qu III). + Ln 3 : Ly doanh thu cc pht sinh bnh qun ca khch hng t thng 7 n thng 9 (qu III) xc nh khch hng ln ca 03 thng tip theo t thng 10 n thng 12 (qu IV). + Ln 4 : Ly doanh thu cc pht sinh bnh qun ca khch hng t thng 10 n thng 12 xc nh khch hng ln ca 03 thng u nm sau t thng 01 n thng 3 (qu I nm tip theo). Vi cc khch hng mi lp t, thi gian xc nh doanh thu cc pht sinh l 3 thng lin tc. b) Danh sch khch hng ln: sp xp theo th t doanh thu cc gim dn t cao n thp, theo nguyn tc : Doanh thu cc pht sinh s dng cc dch v Vin thng ca VNPT xc nh khch hng ln c tnh gp theo m khch hng v cha bao gm thu gi tr gia tng. Khch hng s dng nhiu dch v Vin thng th doanh thu cc pht sinh c tnh gp cho cc dch v. V d : Cng ty A s dng 10 my in thoi c nh, 2 my fax . . . : Cng ty A c tnh l 01 khch hng c doanh thu cc pht sinh c tnh gp doanh thu cc ca tt c cc dch v nu trn. Ch thng k i vi cc dch v Vin thng m khch hng trc tip k hp ng s dng dch v vi n v, thanh ton cc y , ng hn, bao gm c khch hng l nh khai thc khc. - Khch hng khai thc khc : L cc doanh nghip ngoi Tp on tham gia cung cp dch v Bu chnh Vin thng Tin hc trn th trng, c mng li khai thc ring v kt ni vi mng li khai thc, cung cp dch v ca Tp on. Khch hng ln v doanh thu cc pht sinh cc dch v Vin thng xc nh khch hng ln khng bao gm : - Khch hng l n v trong khi hch ton ph thuc ca Tp on. Nhm thc hin: Nhm 10-QTQHK_02 Trang: 17



- Cc khon n qu hn cha thanh ton. + Doanh thu cc dch v cc doanh nghip khc (v d : 177, 178, 179, 168, 172, 175 . . .). 1.2.2 Chnh sch i vi khch hng ln a) Chnh sch chit khu (gim cc) v trch thng Trn c s d liu v khch hng ln c xc nh theo cc nguyn tc nu trn, th khch hng ln c xt chit khu, trch thng hng thng vi iu kin t doanh thu cc pht sinh s dng cc dch v Vin thng t 1.000.000 ng/thng tr ln. Nu thng no khng t mc cc s dng cc dch v Vin thng t 1.000.000 ng tr ln th khng c xt chit khu, trch thng. Mc chit khu v trch thng nh sau: b) Dch v in thoi quc t Gim cc dch v in thoi quc t IDD (mng PSTN) v cc dch v in thoi quc t s dng giao thc IP (VoIP 171) bng hnh thc chit khu thng mi; Mc gim cc ty thuc vo cc s dng pht sinh trong thng : STT Mc cc IDD + VoIP quc t s dng trong thng 1 T 50 triu ng tr ng tr ln 2 T 30 triu ng n 50 triu ng 3 T 10 triu ng n 30 triu ng 4 T 5 triu ng n 10 triu ng 5 T 3 triu ng n 5 triu ng 6 T 1 triu ng n 3 triu ng T 500 ngn ng n di 1 triu 7 ng T l % gim cu 10% 9% 8% 7% 5% 2% 1%

- Doanh thu cc tnh chit khu thng mi cho khch hng ln l doanh thu cc pht sinh t mng c nh (cha c thu gi tr gia tng) sau khi tr i cc khon gim gi hng bn, hng bn b tr li (nu c). - Ch ha n, chng t trong vic thc hin chit khu thng mi : Thc hin ghi ha n gi tr gia tng nh sau : Doanh thu ghi trn ha n l doanh thu tr chit khu thng mi ; phi ghi r t l chit khu, vn bn quy nh chnh sch chit khu ca Bu in Tnh trn ha n. c) Dch v in thoi ng di trong nc - Mc trch thng : 10% trn doanh thu cc cha thu. Doanh thu cc tnh trch thng cho khch hng ln l doanh thu cc pht sinh t mng in thoi c nh (cha thu gi tr gia tng) sau khi tr i Nhm thc hin: Nhm 10-QTQHK_02 Trang: 18



cc khon gim gi hng bn, hng bn b tr li (nu c), bao gm : Doanh thu cc dch v in thoi ng di truyn thng v VoIP 171 lin tnh, ni tnh v doanh thu cc gi t mng in thoi c nh ca VNPT vo cc mng di ng. - Hnh thc trch thng : c thc hin theo hng dn ti vn bn s 521/BT-TTBH, ngy 23/12/2005 ca Bu in tnh v cc vn bn hng dn b sung khc c lin quan cn hiu lc thi hnh. - Kinh ph thc hin trch thng dch v in thoi ng di trong nc ly t chi ph qung co, khuyn mi, tip tn, khnh tit . . . Cc th tc lp chng t v hnh thc thc hin i vi vic trch thng cho khch hng ln, thc hin theo cc quy nh hin hnh v ti chnh- k ton ca Bu in Tnh. d) Mt s chnh sch khc Ngoi vic c chit khu thng mi v trch thng nh nu trn, khch hng ln cn c hng mt s chnh sch nh sau: - c thng xuyn o kim, m bo cht lng mng li lun hot ng tt. - H tr bo dng min ph cc tng i ni b PABX (nu c). - u tin x l s c khi cc thu bao mt lin lc. - u tin lp t, dch chuyn cc thit b u cui (trong kh nng p ng c) khi c yu cu. - Tng qu : Mi khch hng ln (c tn trong danh sch khch hng ln ca cc thng trong nm) c thm hi tng qu 1 ln/nm nhn cc ngy l, cc ngy k nim ca khch hng. Kinh ph tng qu ly t chi ph qung co, khuyn mi, tip tn, khnh tit . . . Gi tr qu tng : 200.000 ng/phn qu ( c thu gi tr gia tng). Qu tng phi c th hin bng hin vt, mang ngha ca ngnh Bu in, kt hp vic tuyn truyn qung co. - Ngoi chnh sch tng qu 1 ln/nm nh trn, nhn dp cc ngy Tt, ngy L ln trong nm.., Bu in Tnh s c ch trng t chc tng qu ph hp cho cc i tng khch hng.

2. Chin lc pht trin khch hngy l chin lc nhm pht trin cc gi tr cn li ca khch hng hin ti, tc lm gia tng gi tr em li bng cch lm tng kh nng chi tiu, s dng ca khch hng. 2.1 Chin lc internet bng rng FTTH i tng khch hng: hng n nhm khch hng t chc m ch yu l cc doanh nghip.


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t ra nhng mc tiu ln cho dch v bng rng FTTH, VNPT s c hng lot cc chnh sch u i, t khuyn mi, nng cao cht lng cho dch v FTTH trong nm 2011. Tp trung dnh u i Theo s liu c cng b bi cng ty VDC, ht thng 7/2010, Vit Nam c tt c 7 nh cung cp dch v FTTH (Fiber-To-The-Home l mng vin thng bng thng rng bng cp quang c ni n tn nh cung cp cc dch v tc cao nh in thoi, Internet tc cao v TV), trong th phn v s lng thu bao vn tp trung vo 3 nh cung cp chnh l VNPT, FPT, Viettel vi th phn ln lt l 57,63%, 25,12%, 13,42%. T khi chnh thc ra mt dch v FiberVNN vo thng 5/2010, th phn dch v FTTH ca VNPT/VDC tng trng ng k, tng gp hn 2 ln so vi sn lng thu bao u nm 2010. Hin ti, nu so vi dch v Internet bng rng ADSL, hin yu im ca dch v FTTx l ang c mc gi cc cao hn kh nhiu. Do vy, dch v c u t pht trin mnh ti cc th trng trng im nh cc thnh ph ln H Ni, TP.HCM, Hi Phng, Nng hng ti cc i tng khch hng l doanh nghip. Kch cu s dng, cc nh khai thc dch v thng xuyn xy dng, iu chnh v tung ra nhiu gi cc ngy cng ph hp hn vi khch hng. Chng hn nh vi dch v Internet FTTH (c tn dch v l FiberVNN) ca VNPT TP.HCM. T khi cung cp, doanh nghip c nhiu iu chnh gi cc cho ngi dng. Vi mc t 2 triu ng ti 16 triu ng, VNPT HCM c ti 6 gi vi cc tn gi : F1, F2, F3, F4, F5, F6 khch hng la chn. Ln gn y nht, VNPT HCM iu chnh gi cc ca cc gi mi u thp hn gi c, cng vi tc truy nhp ca tng gi cc c nng ln. Tc ca gi thp nht l 30Mbps v gi cao nht l 71Mbps trong khi cc ho mng vn khng thay i : 3.000.000/thu bao-ln/im truy nhp. Cng vi l chnh sch khuyn mi. T u nm ti gi, mt lot cc hnh thc c doanh nghip p dng v cng hp vi lng ngi dng nht l tng 100% cc u ni ha mng; Tng cc s dng dch v trong khong thi gian nht nh, trang b min ph modem cho khch hng s dng dch v Tng cng u t cho mng li y mnh u t c trng im vo cc d n mng bng rng lun dnh s quan tm s mt v c doanh nghip y mnh u t. pht huy hn na hiu qu kinh doanh bng rng ca cc n v thnh vin, mi y, Tp on VNPT t chc hi tho chuyn Tip Nhm thc hin: Nhm 10-QTQHK_02 Trang: 20



cn vi cc gii php cng ngh trin khai mng li FTTH vi i tc KNET n t Hn Quc. y c cho l c hi cc nh sn xut thit b vin thng, cc n v cung cp dch v vin thng, CNTT tip cn vi nhng sn phm cng ngh mi nhm xy dng h tng mng ph hp vi s pht trin ca cng ngh. Gi c, chnh sch chm sc khch hng tt nhin khng th thiu c trong cung cp dch v, song vi nhng g KNET gii thiu, c th thy, gii php cng ngh tin tin, hin i ph hp cng l mt trong nhng yu t gp phn to nn mt h tng mng FTTH vi cht lng tt nht c th. KNET chia s vi doanh nghip thuc VNPT nhng b quyt cung cp dch v vi gi thnh cnh tranh thng qua cc gii php tin tin ngay t vic xy dng h tng mng FTTH. Cc chuyn gia ca KNET cng trao i, gii p trc tip cc vn m doanh nghip Vit quan tm nh kinh nghim pht trin mng li, sn phm dch v, chuyn giao cng ngh, hng dn o to v trin khai cc gii php k thut. Tip cn vi cc gii php cng ngh trin khai mng li cp FTTH hin i nht s gp phn gip doanh nghip xy dng hon thin mt xa l thng tin hin i ca Vit Nam trong thi gian ti. 2.2 Dch v MegaVNN MegaVNN l dch v truy nhp Internet tc cao, da trn cng ngh ng dy thu bao s bt i xngADSL do Tp on Bu chnh Vin thng Vit Nam (VNPT) cung cp. Vi u im ni bt l kt ni Internet tc cao, c nhiu gi cc linh hot, dch v MegaVNN p ng nhu cu s dng ngy cng cao v a dng ca khch hng. i tng khch hng: Mega VNN c nhiu gi cc vi tc kt ni khc nhau, p ng nhu cu a dng ca cc i tng khch hng: + i tng khch hng l c nhn, h gia nh: C th la chn gi cc Mega Basic, Mega Easy, Mega Family. Cc gi cc ny s mang li cho khch hng c hi tip cn v s dng Internet vi chi ph cc r, tc truy cp n nh. + i tng khch hng l doanh nghip; Internet cng cng, Game: C th la chn gi cc Mega Pro, Mega Max. Cc gi cc ny s p ng tt nht nhu cu trao i thng tin ln, giao thng ca doanh nghip kt ni thng xuyn trong nc v ton cu. Li ch mang li cho khch hng: Nhm thc hin: Nhm 10-QTQHK_02 Trang: 21



+ Truy nhp Internet tc cao vi chi ph thp, a Internet thnh dch v ph bin vi ngi dng. + Khch hng va kt ni Internet va s dng Fax/in thoi bnh thng. + D dng, khng cn phi quay s, khng qua mng in thoi cng cng nn khng phi tr cc in thoi ni ht. + Gi cc c tnh theo dung lng s dng nn trnh c tnh trng vn phi tr cc khi qun ngt kt ni. + Cung cp cc gi cc vi tc kt ni a dng, p ng nhu cu s dng khc nhau. + Tc kt ni cao, n nh nn khch hng c th s dng Internet vo nhng tc v m trc y khi dng modem quay s rt kh thc hin nh xem phim/nghe nhc trc tuyn, hi tho video qua mng, ti file kch thc ln + Khi ng k Mega VNN, khch hng c cp a ch e-mail min ph. Cc ng dng chnh ca Mega VNN: + Kt ni mng LAN/WAN. + Gi in thoi qua Internet. + Gio dc v o to t xa: Khch hng c th tham d cc kha hc t xa c t chc bi cc trng i hc tn tui trn th gii hoc truy cp vo cc th vin in t trn mng nhanh hn. + Khch hng c th truy cp nhng website thit k vi cht lng cao, dng flash, nhc nn, nhiu hnh ng + Khch hng c th nghe v xem trc tuyn cc bi ht, bn tin, phim nh t khp mi ni trn th gii, cho php ti v a d liu ln mng nhanh hn. + Hi tho video qua mng: Kt hp vi webcam, Mega VNN s gip khch hng m thoi vi bn b, ngi thn hay i tc kinh doanh qua Internet vi m thanh v hnh nh cht lng cao. + Chi Multiplayer game trn Internet vi ngi khc trn khp th gii: MegaVNN cho php cc game mng chy nhanh, khin chi game qua Internet nhanh hn v th v hn. 2.3 Dch v MyTV: Vi nhiu dch v phong ph v tnh nng ni tri, MyTV hy vng s mang li cho khch hng cch thng thc khc bit: Truyn hnh theo yu cu. MyTV cung cp cac chng trnh v dch v sau: i tng khch hng: ch yu l nhm khch hng c nhn Truyn hnh (Live TV): Nhm thc hin: Nhm 10-QTQHK_02 Trang: 22



Live TV tng t nh dch v truyn hnh truyn thng. Dch v ny cung cp cho khch hng nhng chng trnh truyn hnh c thu li t h thng truyn hnh mt t, truyn hnh cp, truyn hnh v tinh v knh truyn hnh ring. Cc ni dung truyn hnh c pht theo lch trnh v thi gian c nh nh truyn hnh truyn thng. Nhng vi cng ngh IPTV, khch hng khng ch xem mt cch th ng m c th s dng nhng tnh nng u vit: tm dng, lu tr, hng dn chng trnh in t, kha chng trnh dnh cho tr em. Phim theo yu cu (VOD): Dch v ny cho php khch hng la chn v xem phim lu li trn server. Karaoke (KoD): KoD mang n cho khch hng danh sch nhng bi ht c a chung trong nc v quc t. Li bi ht xut hin di dng text trn mn hnh TV, Karaoke l mt dch v c bit hp dn. Truyn hnh theo yu cu (TVoD): Dch v ny cho php bn la chn v xem li cc chng trnh pht trc . Vi dch v Truyn hnh theo yu cu, bn khng phi ph thuc vo thi gian pht sng ca cc i truyn hnh v khng bao gi b l bt c mt chng trnh truyn hnh yu thch no. m nhc (MoD): Dch v ny cho php khch hng la chn v nghe, xem cc clip, video clip ca nhc t th vin ca nh cung cp. Game (GoD): Dch v cho php chi cc game t danh sch c nh sn n STB. Ngi dng tr ph cho vic chi game. Tip th truyn hnh (Tele Marketing): Mang n cho khch hng s dng MyTV cc thng tin v sn phm, dch v la chn v mua sm. Vi mc ch gii thiu sn phm, dch v ny gip khch hng c th a ra quyt nh mua sm chnh xc hn cho mnh. Thng tin cn bit (T - Intormation): Khch hng c th s dng tnh nng ny tra cu cc thng tin cn thit. Nhng thng tin trn h thng MyTV rt a dng v phong ph. Tm dng (Time Shift TV): Dch v Tm dng l dch v kt hp gia dch v truyn hnh trc tuyn Live TV v dch v theo yu cu. Vi chc nng Time shift, bn c th tm dng hoc tua i tua li knh truyn hnh ang pht xem li sau . Nhm thc hin: Nhm 10-QTQHK_02 Trang: 23



Lu tr (nPVR): Chc nng nPVR ( Personal Video Recorder ) cho php khch hng ghi chng trnh v lu tr chng trong h thng lu tr ca nh vn hnh v xem li sau vi y chc nng iu khin VCR. Tr tin theo tng chuyn mc (iPPV): L dch v tr tin theo tng ln xem. iPPV l mt gii php hiu qu bi v i khi bn ch quan tm n mt s chuyn mc nht nh ch khng mun xem tt c cc knh. Qung co (Live channel & Advertising): Qung co trn knh trc tuyn l dch v cho php khch hng doanh nghip c nhu cu t qung co trn MyTV qua nhiu hnh thc: TVC, Panel, Logo, Text... Sng pht thanh (Broadcast audio channel): L dch v nghe sng pht thanh theo yu cu. Vi mt danh sch nh sn c trong h thng cc chng trnh pht thanh c pht trc tip theo chuyn c th nh m nhc, chnh tr, kinh t, x hi... Bn c th la chn v nghe cc chng trnh pht thanh trong nc, quc t qua h thng MyTV. Chia s nh v clip (Media sharing): Tnh nng ny cho php khch hng MyTV c th to, lu tr v qun l cc album nh, clip ca mnh. Ngoi ra, cc giai on tip theo s c cc dch v tng t nhng vi cht lng cao (High Definition) v thm mt s dch v gia tng gi tr khc. 2.4 Dch v MetroNet tch hp i tng khch hng: y l dch v ph hp vi cc t chc, doanh nghip c nhiu chi nhnh, b phn kt ni vi nhau v c th kt ni ra lin tnh, quc t; cc khu cng nghip, khuthng mi ln, khu cng ngh cao, khu th mi, khu cao c vn phong, cc c quan qun l nh nc phc v cho mc tiu chinh phu in t, ci cch hnh chnh, cc trng i hc; ngn hng; cng ty chng khon; cc t chc ti chnh... VNPT cung cp gi dch v MetroNet tch hp vi gi cc u ni ho mng l 5 triu ng/knh ln/im truy nhp, bao gm thit b kt cui mng CPE pha khch hng. Vi mong mun m bo cht lng dch v mc cao nht, cn cam kt bo hnh vnh vin cc CPE cung cp cho khch hng trong sut thi gian s dng dch v. MetroNet l ng truyn tc siu cao, ln ti 10.000 Mbps, c kh nng cung cp nhiu loi dch v gi tr gia tng cng lc trn cng mt ng truyn, p ng c mi nhu cu v tc m khng b xuyn nhiu, tc n nh v c tnh bo mt cao. Vi MetroNet , khch hng Nhm thc hin: Nhm 10-QTQHK_02 Trang: 24



c tri nghim nhiu ng dng cao cp nh truyn d liu, hnh nh (video), tivi IP, in thoi c hnh nh (video phone), hi ngh truyn hnh, xem phim theo yu cu (video on demand), truyn hnh cp, gio dc t xa, gim st t xa, chn on bnh t xa, game truy cp Internet tc cao. S dng MetroNet , chng ta s tit kim c mt khon chi ph hng thng do gi thnh lp t v cc hng thng thp hn so vi cc dch v thu knh c. Mi thng tin chi tit lin h vi 700; 116; 1080. 2.5 Dch v IPTV: y l dch v gi tr gia tng s dng mng bng rng IP phc v cho nhiu ngi dng (user). Cc user c th thng qua my vi tnh PC hoc my thu hnh ph thng cng vi hp phi ghp set topbox s dng dch v IPTV. IPTV c c im c bn l: da trn nn cng ngh IP v phc v theo nhu cu. Tnh tng tc l u im ca IPTV so vi h thng truyn hnh cp CATV hin nay, v truyn hnh CATV tng t cng nh CATV s u theo phng thc phn chia tn s, nh trc thi gian v qung b n hng (truyn t mt trung tm n cc my tivi thu bao). Mng CATV hin nay ch yu dng cp ng trc hoc lai ghp cp ng trc vi cp quang (HFC) u phi chim dng ti nguyn bng tn rt rng. Hn na k thut ghp ni modem cp hin nay u sn sinh ra tp m. So vi mng truyn hnh s DTV th IPTV c nhiu i mi v dng tn hiu cng nh phng thc truyn b ni dung. Trong khi truyn hnh s thng qua cc menu nh trc (thm ch nh trc hng tun, hoc hng thng) cc user la chn, th IPTV c th cao cht lng phc v c tnh tng tc v tnh tc thi. Ngi s dng (user hoc viewer) c th t do la chn chng trnh TV ca mng IP bng rng. Vi ngha ng ca phng tin truyn thng (media) gia server v user.

3. nh gi:Vi nhng n lc v s i mi trong qu trnh pht trin, VNPT cng c v gi vai tr l doanh nghip vin thng ch lc bng cht lng vt tri ca cc dch v, chnh sch kinh doanh u vit, phc v hng triu khch hng v tr thnh ngi bn thn thit ca mi gia nh, ca cc tp on kinh t, ca tng cng ty cng nh nhng t chc chnh quyn, x hi. VNPT t 101.569 t ng doanh thu pht sinh, t 100,56% k hoch nm 2010, tng 27,05% so vi nm 2009. Tng li nhun t 11.200 t ng, np ngn sch Nh nc 8.450 t ng. y l doanh nghip duy nht trong lnh vc bu chnh, vin thng v cng ngh thng tin c doanh thu vt mc 100.000 t ng. y cng l mc doanh thu cao nht t trc n nay ca VNPT. Nhm thc hin: Nhm 10-QTQHK_02 Trang: 25



VNPT pht trin mi 15 triu my in thoi, 534 nghn thu bao Internet bng rng (MegaVNN v FiberVNN). Hin tp on l doanh nghip c th phn cc dch v ch yu ln nht vi th phn di ng tnh theo lu lng l 58,58%, Internet bng rng l 71,32%, in thoi c nh l 77,66%. Cn nu nhn trong c giai on 2006-2010, VNPT vn gi vng v tr s mt trn cc lnh vc dch v: in thoi c nh chim 93% th phn, in thoi di ng 60%, Internet bng rng 75% v bu chnh cng ch 100%. Doanh thu pht sinh ton tp on trong giai on 2006-2010 c t 321.711 t ng, t 140,23% k hoch ca c giai on, t tc tng trng bnh qun 22,4%/nm; tng np ngn sch t 35.444 t ng, t 105,8% k hoch c giai on, tng trng bnh qun 6,38% nm; tng s thu bao in thoi pht trin t 76,15 triu thu bao, t 360,47% k hoch c giai on, tng trng 34,25%/nm; tng s thu bao Internet pht trin t 16,66 triu thu bao, t 330,47% k hoch c giai on, tc tng trng bnh qun t 35,77%/nm. Vi cc thnh qu cho thy VNPT i ng hng v la chn chin lc ph hp pht trin khch hng tng doanh thu v li nhun ca cng ty. Gip VNPT ngy cng khng nh v th ca mnh. IV- T CHC CRM

1. Mc tiu chin lc CRM ca VNPTVNPT p dng CRM nh chin lc kinh doanh ct li nhm to mt cu trc t chc, v thng qua tip th, bn hng v cc chc nng dch v t c 3 mc tiu sau: + Thu ht c 1 lng ln khch hng mi s dng dch v ca cng ty. + Duy tr v pht trin cc chin lc khch hng hoc cc phn on th trng quan trng. + Lin tc pht trin v cung cp cc them nhiu dch v tt hn cho khch hng la chn. Nhm hng n mc tiu doanh thu t trn 100 nghn t ng v tip tc thc hin ti cu trc tp on theo hng t chc li cc n v thnh vin tr thnh nhng tng cng ty mnh, VNPT tng cng nng cao cng tc qun tr mi quan h khch hng to mi quan h tt p lu di vi khch hng.

2. Vn ha Phat ng Chng trinh Nu ci VNPT trong ton Tp on. Vi mc tiu tr thnh nh cung cp dch v BCVT-CNTT dn u v cht lng v phong cch phuc v khch hng, nm 2010, VNPT tip tc c nhiu i mi trong cng tc tip th, bn hng v chm sc khch Nhm thc hin: Nhm 10-QTQHK_02 Trang: 26



hng. Khng dng li vic trin khai cc chng trnh khuyn mi, t chc cc hot ng qung b, gii thiu, t vn dch v..., VNPT cn tp trung xy dng phong cch bn hng chuyn nghip, thn thin cho i ng CBCNV. Trong nm, VNPT va Cng oan Bu in Vit Nam a trin khai chng trnh N ci VNPT trong CBCNV trn ton mng li cung cp dch v, vi 8 cam kt i vi khch hng nhm nng cao cht lng dch v v cht lng phc v, khng ngng em li s hi lng cho ngi s dng sn phm dich v. Cnh tranh khng ch bng cht lng dch v, tiu ch lun lm hi lng khch hng cng l mt trong nhng chin lc kinh doanh ca VNPT nhng nm qua. Vic pht ng chng trnh N ci VNPT vi quy m ln trn ton quc c xem l mt trong nhng ng thi mnh m thc y cht lng phc v, chm sc khch hng ca VNPT. Nt p vn ha doanh nghip: N ci VNPT l mt trong nhng chng trnh pht ng hng n cho mng nhng ngy k nim ln ca t nc, ca ngnh, ca VNPT trong nm 2010. y cng l mt chng trnh hnh ng c th ha hot ng thi ua thc hin thng li k hoch nm 2010. Theo chng trnh ny s hng n mc tiu tip tc nng cao cht lng phc v, chun ha cc hot ng giao tip, hnh nh i thoi vi khch hng, xy dng phong cch ng x th hin nt p vn ha doanh nghip, hng ti mc tiu xy dng i ng CBCNV ca Tp on c phm cht o c tt, c k nng phc v khch hng v bn hng chuyn nghip, thu ht v em li s hi lng cho khch hng khi s dng cc sn phm, dch v ca VNPT. C th chng trnh N ci VNPT s c trin khai trn ton quc ti tt c cc ca hng, im giao dch ca VNPT (bao gm cc bu cc cc cp ca VNPost v cc ca hng, im giao dch khi vin thng). Thi gian thc hin chng trnh s c trin khai t thng 6 n ht nm 2010. trin khai ng b chng trnh N ci VNPT, VNPT yu cu cc n v thnh vin thc hin vic trang hong im giao dch, treo pano biu trng ca chng trnh N ci VNPT nhm to khng gian hp dn, thu ht khch hng, to cm gic thoi mi, thun li cho khch hng n s dng dch v. Trong cng tc phc v, tiu ch t ra l khng ngng nng cao cht lng phc v, VNPT yu cu ti cc ca hng, im giao dch khu vc trung tm tnh, thnh ph, qun (i vi khi vin thng) v bu cc cp I, mt s bu cc cp II (ca VNPost) ni c mt khch hng giao dch ng cn b tr nhn vin t vn, hng dn, tip th, bn hng trc tip. Ti Nhm thc hin: Nhm 10-QTQHK_02 Trang: 27



cc im giao dch c mu phiu bnh chn, nh gi ca khch hng v cht lng phc v ca nhn vin. Mi im giao dch c mt thng tip nhn phiu bnh chn nh gi ca khch hng. Thng phiu ny s c kim v bnh xt, chm im 1 ln/thng. Thng phiu tip nhn kin phn hi ca khch hng s l knh thng tin hu hiu VNPT tip tc iu chnh kp thi cng tc phc v khch hng, khc phc nhng tn ti m khch hng cha hi lng. Mi CBCNV l mt hnh nh p: Mi CBCNV phi l mt hnh nh p, to n tng tt vi khch hng. Theo tiu ch ny, thc hin chng trnh N ci VNPT, mi CBCNV ca VNPT c yu cu thc hin nghim cc tiu chun trong giao tip, ng x, lm vic. C th trong quan h ni b, ng nghip cn xy dng mi quan h tt gia cc ng nghip, th hin tinh thn on kt, h tr, tn trng nhau, cng lm vic trn tinh thn thi ua lnh mnh, hng v khch hng v mc tiu pht trin chung ca n v, Tp on. V ng phc ca CBCNV, Tp on yu cu cc n v thc hin nghim chnh cc quy nh v mc ng phc i vi tng khi bu chnh v vin thng. V cam kt phc v khch hng, mi CBCNV phi lun thc trong hot ng phc v khch hng to s tha mi, hi lng cho tt c khch hng khi s dng dch v ca VNPT. C th mi CBCNV phi m bo thc hin tt 8 cam kt, nh: n tip mi khch hng vi li cho, c ch, n ci, nh mt thn thin, ng mc; lng nghe v phc v khch hng vi thi tn trng; khi khch hng c yu cu hoc gp kh khn v dch v, c trch nhim gii quyt hon chnh cc yu cu cho n khi khch hng hi lng; ch thn xin li khch hng khi khch hng khng hi lng vi dch v ca VNPT, cho d nhn vin c li hay khng. chng trnh N ci VNPT i vo i sng x hi v tr thnh n tng kh phai ca khch hng, tt c CBCNV trong ton VNPT u tham gia k cam kt phc v khch hng theo 8 ni dung cam kt trn. Vi chng trnh ny, VNPT mong mun s tip tc ghi im trong cng tc phc v, chm sc khch hng v y s l chin lc mi nhn VNPT i mt vi cuc cnh tranh ngy cng gay gt trn th trng dch v BCVT, CNTT. T chc Tun l VNPT 2010 nhn Ky nim 65 nm Ngay truyn thng nganh Bu in thit thc ky nim 65 nm Ngay truyn thng nganh Bu in (15/8/1945-15/8/2010) ng thi nhm tip tuc y manh chuyn nghip hoa hoat ng chm soc khach hang, thuc y san xut kinh doanh cua VNPT trn toan quc, VNPT Week 2010 a c t chc trong 7 ngay t 9Nhm thc hin: Nhm 10-QTQHK_02 Trang: 28



15/8. VNPT Week 2010 la hoat ng va nhm tng cng giao duc truyn thng Nganh cho CBCNV VNPT va la hoat ng hng v cng ng, tri n khch hng vi cac chng trinh nh: VNPT 65 nm tri n khch hng; Ngy hi VNPT v tin ch cuc sng; Ra mt Cng thng tin Sc khe cng ng VHO.Vn; Trao Hc bng Chung tay vun p c m xanh... y la dip VNPT bay to nhng li cam n thit thc nht ti toan th khach hang, ng thi th hin cam kt thc hin muc tiu vi s phat trin cua cng ng. VNPT Nng t chc Hi ngh pht trin khch hng Nm trong chui cc hot ng hng ng phong tro thi ua Tt c v khch hng do chuyn mn v Cng on VNPT Nng pht ng, cho mng 1.000 nm Thng Long H Ni, 35 nm gii phng hon ton Min Nam thng nht t nc, cho mng ngy 1/5 v 120 nm ngy sinh Ch tch H ch Minh, trong cc ngy 20/4, 27 v 28/4/2010, Cng ty Tin hc, cng ty in thoi v Cng ty Dch v Vin thng trc thuc VNPT Nng t chc Hi ngh khch hng, nhm by t s tri n i vi khch hng v ang tin dng sn phm, dch v vin thng CNTT ca VNPT Nng, cm n nhng ng gp ca khch hng v mi quan h hp tc pht trin trong sut qu trnh pht trin ca n v. Trong nhiu nm qua, VNPT Nng lun xc nh khch hng l s sng cn, l trng tm hng u trong mi chin lc pht trin ca n v. V th, phong tro thi ua Tt c v khch hng c ton th CBCNV VNPT Nng hng ng. Ton n v phn u thc hin vic nng cao cht lng cc dch v Vin thng - CNTT, gim thiu s lng thu bao hng, ri mng n mc thp nht, tp trung chm sc khch hng c hiu qu, c bit l cc thu bao c doanh thu cao; Cc n v phn u t 100 im cht lng, khng xy ra sai st trong qu trnh khai thc, sn xut kinh doanh. T chc tt cc khu tip th, qung co, tuyn truyn, vn ng nhm thu ht khch hng, to iu kin thun li nht cho khch hng s dng cc dch v Vin thng CNTT; ng k thng Xanh sch p, an ton v sinh lao ng t cc i, i, n cc n v, cc phng chc nng; Ti cc i in thoi, i 1080, 800126v cc im giao dch vi khch hng: lm tt cng tc phc v, chm sc khch hng: n cn, chu o, lch s, vn minh.; Cc phng, ban chc nng gii quyt nhanh nhng tn ti, tp trung hng dn theo tng nghip v h tr ti a cho cc n v hon thnh k hoch sn xut kinh doanh; Tip tc thc hin tt cc phong tro Ngi bn hng gii; ng gp nh, hiu qu ln, ng x vn minh ca ngi Vin thng. Tip tc trin khai thc hin 3 cuc vn ng, 5 chng trnh hnh ng do Cng on pht ng; Pht ng phong tro Ngi VNPT dng dch v VNPT, ku gi ton th CBCNV s dng Nhm thc hin: Nhm 10-QTQHK_02 Trang: 29



dch v ca n v, ng thi vn ng ngi thn, gia nh s dng dch v ca VNPT Nng c bit l cc dch v mi nh SongHanTV; MyTV; MegaSecurity; Mobile Internet, Mobile Broadband, Video Call, Mobile Camera Bn cnh , vic thng xuyn t chc nhng Hi ngh khch hng chnh l c hi VNPT Nng giao lu vi khch hng, lng nghe cc kin ng gp, xy dng hng n vic nng cao cht lng phc v ngy cng tt hn.


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