{"id":19449,"date":"2024-12-12T10:11:51","date_gmt":"2024-12-12T03:11:51","guid":{"rendered":"https:\/\/bell24vietnam.vn\/?p=19449"},"modified":"2026-06-09T18:02:12","modified_gmt":"2026-06-09T11:02:12","slug":"crm","status":"publish","type":"post","link":"https:\/\/bell24vietnam.vn\/en\/knowledge\/crm\/","title":{"rendered":"What is CRM? Its role, features, and implementation process in businesses"},"content":{"rendered":"

Theo Salesforce, h\u01a1n 91% doanh nghi\u1ec7p c\u00f3 t\u1eeb 10 nh\u00e2n vi\u00ean \u0111ang s\u1eed d\u1ee5ng CRM. Tuy nhi\u00ean, t\u1ef7 l\u1ec7 tri\u1ec3n khai CRM th\u1ea5t b\u1ea1i to\u00e0n c\u1ea7u v\u1eabn dao \u0111\u1ed9ng \u1edf m\u1ee9c 30\u201370% (Gartner), l\u00fd do kh\u00f4ng ph\u1ea3i v\u00ec c\u00f4ng ngh\u1ec7 k\u00e9m, m\u00e0 v\u00ec doanh nghi\u1ec7p ch\u01b0a c\u00f3 c\u00e1i nh\u00ecn v\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u00fang \u0111\u1eafn khi tri\u1ec3n khai CRM.<\/p>\n

V\u1edbi kinh nghi\u1ec7m v\u1eadn h\u00e0nh Contact Center v\u00e0 ph\u1ee5c v\u1ee5 h\u01a1n 300 \u0111\u1ed1i t\u00e1c doanh nghi\u1ec7p, Bellsystem24 Vietnam nh\u1eadn th\u1ea5y m\u1ed9t m\u1eabu s\u1ed1 chung: nh\u1eefng doanh nghi\u1ec7p khai th\u00e1c CRM hi\u1ec7u qu\u1ea3 nh\u1ea5t kh\u00f4ng nh\u00ecn n\u00f3 nh\u01b0 m\u1ed9t ph\u1ea7n m\u1ec1m, h\u1ecd nh\u00ecn n\u00f3 nh\u01b0 m\u1ed9t h\u1ec7 th\u1ed1ng v\u1eadn h\u00e0nh l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m.<\/p>\n

B\u00e0i vi\u1ebft n\u00e0y s\u1ebd ph\u00e2n t\u00edch to\u00e0n di\u1ec7n CRM: \u0111\u1ecbnh ngh\u0129a, vai tr\u00f2 th\u1ef1c t\u1ebf, c\u00e1c t\u00ednh n\u0103ng c\u1ea7n c\u00f3, c\u00e1ch ph\u00e2n lo\u1ea1i v\u00e0 quy tr\u00ecnh tri\u1ec3n khai, \u0111\u1ec3 ng\u01b0\u1eddi \u0111\u1ecdc c\u00f3 c\u01a1 s\u1edf \u0111\u00e1nh gi\u00e1 v\u00e0 ra quy\u1ebft \u0111\u1ecbnh \u0111\u1ea7u t\u01b0 \u0111\u00fang.<\/p>\n

\n

\n

\"What<\/h2>\n

What is CRM?<\/h2>\n

CRM (Customer Relationship Management)<\/strong> \u2014 hay qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng, l\u00e0 chi\u1ebfn l\u01b0\u1ee3c k\u1ebft h\u1ee3p gi\u1eefa con ng\u01b0\u1eddi, quy tr\u00ecnh v\u00e0 c\u00f4ng ngh\u1ec7, gi\u00fap doanh nghi\u1ec7p qu\u1ea3n l\u00fd to\u00e0n b\u1ed9 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng trong su\u1ed1t v\u00f2ng \u0111\u1eddi, t\u1eeb giai \u0111o\u1ea1n ti\u1ebfp c\u1eadn ban \u0111\u1ea7u, chuy\u1ec3n \u0111\u1ed5i, \u0111\u1ebfn ch\u0103m s\u00f3c sau b\u00e1n v\u00e0 gi\u1eef ch\u00e2n.<\/p>\n

CRM leverages customer information and insights to enhance interaction, sales, and customer care, thereby increasing customer satisfaction and loyalty to the business.<\/span><\/p>\n

CRM kh\u00f4ng \u0111\u01a1n thu\u1ea7n l\u00e0 ph\u1ea7n m\u1ec1m l\u01b0u tr\u1eef th\u00f4ng tin.<\/strong> <\/span><\/p>\n

\u0110\u00fang ra, ph\u1ea7n m\u1ec1m CRM ch\u1ec9 l\u00e0 c\u00f4ng c\u1ee5<\/strong> \u0111\u1ec3 hi\u1ec7n th\u1ef1c h\u00f3a chi\u1ebfn l\u01b0\u1ee3c CRM. N\u00f3 gi\u00fap l\u01b0u tr\u1eef d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng, t\u1ef1 \u0111\u1ed9ng h\u00f3a quy tr\u00ecnh, ph\u00e2n t\u00edch h\u00e0nh vi v\u00e0 h\u1ed7 tr\u1ee3 ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean d\u1eef li\u1ec7u th\u1ef1c t\u1ebf.<\/p>\n

The components of a CRM strategy<\/h2>\n

\"CRM<\/p>\n

    \n
  1. Vision:<\/strong> Long-term direction for the CRM strategy, describing the ultimate goal related to customers.<\/span><\/li>\n
  2. Strategy:<\/strong> A specific action plan to achieve the vision.<\/span><\/li>\n
  3. Metrics (Evaluation indicators):<\/strong> Metrics for measuring and evaluating the effectiveness of CRM strategies.<\/span><\/li>\n
  4. Collaboration:<\/strong> Coordination between departments and teams within the company.<\/span><\/li>\n
  5. Customer Experience:<\/strong> Optimize every touchpoint between customers and businesses.<\/span><\/li>\n
  6. Process:<\/strong> Specific steps and activities for implementing CRM.<\/span><\/li>\n
  7. Information:<\/strong> D\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c thu th\u1eadp, chu\u1ea9n h\u00f3a v\u00e0 ph\u00e2n t\u00edch.<\/span><\/li>\n
  8. Technology:<\/strong> Tools to support the implementation and optimization of CRM strategies.<\/span><\/li>\n<\/ol>\n

     <\/p>\n

    The role of CRM for businesses today<\/h3>\n

    \"The<\/p>\n

    Enhance customer experience<\/h4>\n

    CRM cho ph\u00e9p m\u1ed7i nh\u00e2n vi\u00ean, d\u00f9 l\u00e0 t\u01b0 v\u1ea5n vi\u00ean, nh\u00e2n vi\u00ean customer service<\/a><\/span> hay \u0111\u1ed9i sales, \u0111\u1ec1u c\u00f3 b\u1ee9c tranh \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 kh\u00e1ch h\u00e0ng \u0111ang ti\u1ebfp x\u00fac: l\u1ecbch s\u1eed giao d\u1ecbch, y\u00eau c\u1ea7u tr\u01b0\u1edbc \u0111\u00f3, ph\u1ea3n h\u1ed3i \u0111\u00e3 x\u1eed l\u00fd. T\u1eeb \u0111\u00f3, m\u1ed7i t\u01b0\u01a1ng t\u00e1c c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi ng\u1eef c\u1ea3nh.<\/p>\n

    Trong m\u00f4i tr\u01b0\u1eddng omni-channel,<\/span><\/a> n\u01a1i kh\u00e1ch h\u00e0ng li\u00ean h\u1ec7 qua nhi\u1ec1u k\u00eanh kh\u00e1c nhau, CRM l\u00e0 h\u1ec7 th\u1ed1ng gi\u00fap h\u1ee3p nh\u1ea5t d\u1eef li\u1ec7u t\u01b0\u01a1ng t\u00e1c, \u0111\u1ea3m b\u1ea3o tr\u1ea3i nghi\u1ec7m li\u1ec1n m\u1ea1ch v\u00e0 nh\u1ea5t qu\u00e1n d\u00f9 kh\u00e1ch h\u00e0ng chuy\u1ec3n t\u1eeb chat sang t\u1ed5ng \u0111\u00e0i hay t\u1eeb email sang m\u1ea1ng x\u00e3 h\u1ed9i.<\/p>\n

    \n

    Theo Bain & Company, t\u0103ng t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng th\u00eam 5% c\u00f3 th\u1ec3 t\u0103ng l\u1ee3i nhu\u1eadn t\u1eeb 25\u201395%, v\u00e0 CRM l\u00e0 n\u1ec1n t\u1ea3ng k\u1ef9 thu\u1eadt \u0111\u1ec3 gi\u1eef t\u1ef7 l\u1ec7 \u0111\u00f3.<\/p>\n<\/blockquote>\n

    Improve sales effectiveness<\/h4>\n

    CRM cho ph\u00e9p \u0111\u1ed9i sales theo d\u00f5i to\u00e0n b\u1ed9 pipeline, t\u1eeb kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, giai \u0111o\u1ea1n \u0111\u00e0m ph\u00e1n \u0111\u1ebfn ch\u1ed1t h\u1ee3p \u0111\u1ed3ng m\u00e0 kh\u00f4ng ph\u1ee5 thu\u1ed9c v\u00e0o tr\u00ed nh\u1edb hay file Excel r\u1eddi r\u1ea1c.<\/p>\n

    Quan tr\u1ecdng h\u01a1n, CRM gi\u00fap doanh nghi\u1ec7p ph\u00e2n t\u00edch d\u1eef li\u1ec7u l\u1ecbch s\u1eed \u0111\u1ec3 nh\u1eadn bi\u1ebft t\u00edn hi\u1ec7u mua h\u00e0ng, \u01b0u ti\u00ean leads ch\u1ea5t l\u01b0\u1ee3ng cao v\u00e0 thi\u1ebft k\u1ebf k\u1ecbch b\u1ea3n ti\u1ebfp c\u1eadn ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng ph\u00e2n kh\u00fac, thay v\u00ec \u00e1p d\u1ee5ng m\u1ed9t quy tr\u00ecnh b\u00e1n h\u00e0ng duy nh\u1ea5t cho t\u1ea5t c\u1ea3.<\/p>\n

    Optimize business processes and performance<\/h4>\n

    Khi d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c t\u1eadp trung tr\u00ean m\u1ed9t n\u1ec1n t\u1ea3ng, c\u00e1c ph\u00f2ng ban c\u00f3 th\u1ec3 ph\u1ed1i h\u1ee3p v\u1edbi nhau theo quy tr\u00ecnh chu\u1ea9n thay v\u00ec m\u1ed7i b\u1ed9 ph\u1eadn t\u1ef1 qu\u1ea3n l\u00fd d\u1eef li\u1ec7u ri\u00eang. \u0110i\u1ec1u n\u00e0y gi\u1ea3m thi\u1ec3u sai s\u00f3t do truy\u1ec1n \u0111\u1ea1t th\u00f4ng tin, gi\u1ea3m th\u1eddi gian x\u1eed l\u00fd (AHT) v\u00e0 c\u1ea3i thi\u1ec7n t\u1ef7 l\u1ec7 gi\u1ea3i quy\u1ebft ngay l\u1ea7n \u0111\u1ea7u (FCR)<\/a><\/span>.<\/p>\n

    T\u1ea1o n\u1ec1n t\u1ea3ng \u0111\u1ec3 ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/h4>\n

    M\u1ecdi t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec1u l\u00e0 d\u1eef li\u1ec7u. CRM gi\u00fap bi\u1ebfn d\u1eef li\u1ec7u \u0111\u00f3 th\u00e0nh b\u00e1o c\u00e1o c\u00f3 th\u1ec3 h\u00e0nh \u0111\u1ed9ng. Thay v\u00ec ph\u1ee5 thu\u1ed9c v\u00e0o c\u1ea3m t\u00ednh, l\u00fac n\u00e0y ng\u01b0\u1eddi qu\u1ea3n l\u00fd c\u00f3 c\u01a1 s\u1edf r\u00f5 r\u00e0ng \u0111\u1ec3 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c v\u00e0 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c.<\/p>\n

    Features of CRM software<\/h3>\n

    1. Customer Information Management<\/h4>\n

    L\u00e0 t\u00ednh n\u0103ng quan tr\u1ecdng nh\u1ea5t c\u1ee7a CRM, d\u00f9ng \u0111\u1ec3 l\u01b0u tr\u1eef th\u00f4ng tin kh\u00e1ch h\u00e0ng trong su\u1ed1t qu\u00e1 tr\u00ecnh b\u00e1n v\u00e0 sau b\u00e1n h\u00e0ng. Nh\u01b0ng m\u1ee9c \u0111\u1ed9 ph\u1ee9c t\u1ea1p v\u00e0 linh ho\u1ea1t th\u00ec kh\u00e1c nhau \u0111\u00e1ng k\u1ec3 gi\u1eefa c\u00e1c gi\u1ea3i ph\u00e1p tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

    1.1 Upload, store, and update customer information<\/strong><\/p>\n

    Businesses can upload lists of potential customers, categorize customers, track nurturing progress, perform customer care, and continuously update information.<\/p>\n

    1.2 Managing contact information (phone numbers, email addresses, etc.)<\/strong><\/p>\n

    CRM manages customer contact information, and it can also integrate with Contact center<\/span> to interact directly with customers and update data directly on the software.<\/p>\n

    \"Customer<\/p>\n

    1.3 Customer Journey Management<\/strong><\/p>\n

    Store and update information based on interaction history, helping businesses understand which channels customers have used and with whom they have interacted throughout the purchasing cycle.<\/p>\n

    \"Manage<\/p>\n

    1.4 Create tickets and support customers<\/strong><\/p>\n

    Each customer request is considered a ticket. The CRM system will automatically create and assign tickets to the corresponding departments\/employees for processing according to the pre-established SLA. Notify administrators of overdue tickets.<\/p>\n

    Transaction management and sales process<\/h4>\n

    2.1 Transaction Management<\/strong><\/p>\n