\u0110\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 t\u1ed1t, c\u1ea3 ba th\u00e0nh t\u1ed1 n\u00e0y ph\u1ea3i ho\u1ea1t \u0111\u1ed9ng \u0111\u1ed3ng th\u1eddi \u1edf ba giai \u0111o\u1ea1n: tr\u01b0\u1edbc, trong v\u00e0 sau b\u00e1n h\u00e0ng<\/strong>. Thi\u1ebfu b\u1ea5t k\u1ef3 y\u1ebfu t\u1ed1 n\u00e0o, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng s\u1ebd kh\u00f4ng nh\u1ea5t qu\u00e1n, v\u00e0 s\u1ef1 thi\u1ebfu nh\u1ea5t qu\u00e1n ch\u00ednh l\u00e0 r\u1ee7i ro l\u1edbn nh\u1ea5t v\u1edbi l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n D\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng kh\u00f4ng c\u00f3 h\u00ecnh d\u1ea1ng v\u1eadt l\u00fd. Kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 b\u1eb1ng c\u1ea3m x\u00fac<\/strong> sau m\u1ed7i l\u1ea7n t\u01b0\u01a1ng t\u00e1c, v\u00e0 nh\u1eefng c\u1ea3m x\u00fac \u0111\u00f3 c\u1ed9ng d\u1ed3n th\u00e0nh the customer experience<\/a> t\u1ed5ng th\u1ec3.<\/p>\n Nghi\u00ean c\u1ee9u t\u1eeb nhi\u1ec1u th\u1ecb tr\u01b0\u1eddng cho th\u1ea5y m\u1ed1i quan h\u1ec7 r\u00f5 r\u00e0ng gi\u1eefa CX v\u00e0 k\u1ebft qu\u1ea3 t\u00e0i ch\u00ednh:<\/p>\n Nh\u01b0ng v\u1ea5n \u0111\u1ec1 l\u00e0: ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m x\u00fac m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c ph\u1ea7n l\u1edbn kh\u00f4ng \u0111\u1ebfn t\u1eeb s\u1ea3n ph\u1ea9m hay ch\u00ednh s\u00e1ch, m\u00e0 \u0111\u1ebfn t\u1eeb c\u00e1ch \u0111\u1ed9i ng\u0169 ti\u1ebfp c\u1eadn m\u1ed7i t\u01b0\u01a1ng t\u00e1c,<\/strong>\u00a0t\u1ee9c l\u00e0 t\u01b0 duy d\u1ecbch v\u1ee5 \u1edf c\u1ea5p \u0111\u1ed9 c\u00e1 nh\u00e2n v\u00e0 t\u1ed5 ch\u1ee9c.<\/p>\n M\u1ed9t nh\u00e2n vi\u00ean hi\u1ec3u quy tr\u00ecnh nh\u01b0ng thi\u1ebfu t\u01b0 duy d\u1ecbch v\u1ee5 s\u1ebd x\u1eed l\u00fd \u0111\u00fang th\u1ee7 t\u1ee5c nh\u01b0ng \u0111\u1ec3 l\u1ea1i c\u1ea3m gi\u00e1c l\u1ea1nh l\u00f9ng, th\u1edd \u01a1. \u0110\u00f3 l\u00e0 kho\u1ea3ng c\u00e1ch gi\u1eefa “\u0111\u00fang quy \u0111\u1ecbnh” v\u00e0 “t\u1ed1t th\u1ef1c s\u1ef1”.<\/p>\n M\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 v\u1ecb tr\u00ed hi\u1ec7n t\u1ea1i c\u1ee7a d\u1ecbch v\u1ee5 l\u00e0 thang c\u1ea5p \u0111\u1ed9 d\u1ecbch v\u1ee5 do Ron Kaufman ph\u00e1t tri\u1ec3n. M\u00f4 h\u00ecnh n\u00e0y gi\u00fap t\u1ed5 ch\u1ee9c nh\u00ecn nh\u1eadn kh\u00e1ch quan v\u1ec1 m\u1ee9c \u0111\u1ed9 tr\u1ea3i nghi\u1ec7m \u0111ang cung c\u1ea5p \u2013 v\u00e0 kho\u1ea3ng c\u00e1ch c\u1ea7n thu h\u1eb9p.<\/p>\n Kh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c d\u1ecbch v\u1ee5 d\u01b0\u1edbi m\u1ee9c ch\u1ea5p nh\u1eadn t\u1ed1i thi\u1ec3u.<\/p>\n D\u1ecbch v\u1ee5 cung c\u1ea5p nh\u01b0ng kh\u00f4ng \u0111\u00e1p \u1ee9ng k\u1ef3 v\u1ecdng t\u1ed1i thi\u1ec3u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n T\u1ea1m ch\u1ea5p nh\u1eadn nh\u01b0ng ch\u01b0a \u0111\u1ea1t m\u1ee9c mong \u0111\u1ee3i th\u1ef1c s\u1ef1. Kh\u00e1ch h\u00e0ng v\u1eabn s\u1eed d\u1ee5ng v\u00ec ch\u01b0a c\u00f3 l\u1ef1a ch\u1ecdn t\u1ed1t h\u01a1n, kh\u00f4ng ph\u1ea3i v\u00ec h\u00e0i l\u00f2ng.<\/p>\n \u0110\u00e1p \u1ee9ng \u0111\u00fang ti\u00eau ch\u00ed kh\u00e1ch h\u00e0ng \u0111\u1ec1 ra.<\/p>\n V\u01b0\u1ee3t k\u1ef3 v\u1ecdng \u1edf m\u1ed9t s\u1ed1 \u0111i\u1ec3m \u0111\u1eb7c bi\u1ec7t.<\/p>\n M\u1ee9c cao nh\u1ea5t. Kh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m v\u01b0\u1ee3t xa m\u1ecdi k\u1ef3 v\u1ecdng, \u0111\u1ebfn m\u1ee9c b\u1ea5t ng\u1edd.<\/p>\n Khi doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u1ea5p \u0111\u1ed9 n\u00e0y c\u0169ng c\u1ea7n nh\u1edb r\u1eb1ng: c\u1ea5p \u0111\u1ed9 d\u1ecbch v\u1ee5 kh\u00f4ng c\u1ed1 \u0111\u1ecbnh<\/strong>. Nh\u1eefng g\u00ec t\u1ea1o ra “WOW” h\u00f4m nay s\u1ebd tr\u1edf th\u00e0nh k\u1ef3 v\u1ecdng m\u1eb7c \u0111\u1ecbnh c\u1ee7a ng\u00e0y mai. \u0110\u00e2y l\u00e0 l\u00fd do t\u01b0 duy d\u1ecbch v\u1ee5 ph\u1ea3i \u0111i k\u00e8m v\u1edbi v\u0103n h\u00f3a c\u1ea3i ti\u1ebfn li\u00ean t\u1ee5c.<\/p>\n X\u00e2y d\u1ef1ng t\u01b0 duy d\u1ecbch v\u1ee5 kh\u00f4ng ph\u1ea3i l\u00e0 treo kh\u1ea9u hi\u1ec7u hay ph\u00e1t t\u00e0i li\u1ec7u. \u0110\u00e2y l\u00e0 qu\u00e1 tr\u00ecnh thay \u0111\u1ed5i c\u00e1ch \u0111\u1ed9i ng\u0169 nh\u00ecn nh\u1eadn c\u00f4ng vi\u1ec7c v\u00e0 vai tr\u00f2 c\u1ee7a m\u00ecnh.<\/p>\n L\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m (Customer-centric thinking)<\/strong><\/p>\n M\u1ed7i quy\u1ebft \u0111\u1ecbnh v\u1eadn h\u00e0nh, t\u1eeb thi\u1ebft k\u1ebf quy tr\u00ecnh \u0111\u1ebfn c\u00e1ch x\u1eed l\u00fd ngo\u1ea1i l\u1ec7, \u0111\u1ec1u b\u1eaft \u0111\u1ea7u t\u1eeb c\u00e2u h\u1ecfi: \u0111i\u1ec1u n\u00e0y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n Tham kh\u1ea3o th\u00eam v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c customer-centric<\/a>.<\/p>\n Ch\u1ee7 \u0111\u1ed9ng thay v\u00ec ph\u1ea3n \u1ee9ng<\/strong><\/p>\n \u0110\u1ed9i ng\u0169 c\u00f3 t\u01b0 duy d\u1ecbch v\u1ee5 t\u1ed1t kh\u00f4ng ch\u1edd kh\u00e1ch h\u00e0ng ph\u00e0n n\u00e0n m\u1edbi h\u00e0nh \u0111\u1ed9ng. H\u1ecd nh\u1eadn di\u1ec7n r\u1ee7i ro s\u1edbm, ch\u1ee7 \u0111\u1ed9ng li\u00ean h\u1ec7, v\u00e0 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 tr\u01b0\u1edbc khi n\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn kh\u00e1ch h\u00e0ng.<\/p>\n \u0110\u1ed3ng c\u1ea3m c\u00f3 c\u1ea5u tr\u00fac<\/strong><\/p>\n S\u1ef1 \u0111\u1ed3ng c\u1ea3m kh\u00f4ng ph\u1ea3i l\u00e0 c\u1ea3m x\u00fac ng\u1eabu h\u1ee9ng, \u0111\u00f3 l\u00e0 k\u1ef9 n\u0103ng c\u00f3 th\u1ec3 \u0111\u00e0o t\u1ea1o v\u00e0 \u0111o l\u01b0\u1eddng. \u0110\u1ed9i ng\u0169 c\u1ea7n hi\u1ec3u kh\u00f4ng ch\u1ec9 “kh\u00e1ch h\u00e0ng mu\u1ed1n g\u00ec” m\u00e0 c\u00f2n “kh\u00e1ch h\u00e0ng \u0111ang c\u1ea3m th\u1ea5y nh\u01b0 th\u1ebf n\u00e0o” trong t\u1eebng t\u00ecnh hu\u1ed1ng.<\/p>\n Tr\u00e1ch nhi\u1ec7m gi\u1ea3i tr\u00ecnh (Accountability)<\/strong><\/p>\n Ng\u01b0\u1eddi c\u00f3 t\u01b0 duy d\u1ecbch v\u1ee5 \u0111\u00fang kh\u00f4ng \u0111\u1ed5 l\u1ed7i cho h\u1ec7 th\u1ed1ng hay quy tr\u00ecnh khi s\u1ef1 c\u1ed1 x\u1ea3y ra. H\u1ecd ch\u1ecbu tr\u00e1ch nhi\u1ec7m v\u1edbi k\u1ebft qu\u1ea3 kh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c v\u00e0 t\u00ecm c\u00e1ch c\u1ea3i thi\u1ec7n.<\/p>\n Hi\u1ec3u t\u00e1c \u0111\u1ed9ng kinh doanh<\/strong><\/p>\n \u0110\u1ed9i ng\u0169 v\u1eadn h\u00e0nh d\u1ecbch v\u1ee5 c\u1ea7n hi\u1ec3u r\u1eb1ng m\u1ed7i t\u01b0\u01a1ng t\u00e1c \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn t\u1ef7 l\u1ec7 h\u00e0i l\u00f2ng CSAT<\/a>, ch\u1ec9 s\u1ed1 NPS<\/a>, v\u00e0 doanh thu d\u00e0i h\u1ea1n c\u1ee7a t\u1ed5 ch\u1ee9c.<\/p>\n T\u01b0 duy kh\u00f4ng thay \u0111\u1ed5i sau m\u1ed9t bu\u1ed5i \u0111\u00e0o t\u1ea1o. \u0110\u00e2y l\u00e0 qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng d\u00e0i h\u1ea1n, c\u1ea7n s\u1ef1 nh\u1ea5t qu\u00e1n t\u1eeb l\u00e3nh \u0111\u1ea1o \u0111\u1ebfn t\u1eebng \u0111i\u1ec3m v\u1eadn h\u00e0nh.<\/p>\n 1. \u0110\u00e0o t\u1ea1o c\u00f3 h\u1ec7 th\u1ed1ng<\/strong><\/p>\n \u0110\u1ed9i ng\u0169 c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o \u0111\u1ecbnh k\u1ef3 v\u1ec1 k\u1ef9 n\u0103ng giao ti\u1ebfp, x\u1eed l\u00fd t\u00ecnh hu\u1ed1ng, v\u00e0 qu\u1ea3n l\u00fd c\u1ea3m x\u00fac. Ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/a> n\u00ean bao g\u1ed3m c\u1ea3 role-play, case study th\u1ef1c t\u1ebf v\u00e0 ph\u1ea3n h\u1ed3i li\u00ean t\u1ee5c t\u1eeb supervisor.<\/p>\n 2. \u0110o l\u01b0\u1eddng \u0111\u00fang KPI<\/strong><\/p>\n \u0110o l\u01b0\u1eddng l\u00e0 n\u1ec1n t\u1ea3ng c\u1ee7a m\u1ecdi quy\u1ebft \u0111\u1ecbnh. C\u00e1c ch\u1ec9 s\u1ed1 nh\u01b0 CSAT, NPS, FCR (First Contact Resolution), v\u00e0 AHT c\u1ea7n \u0111\u01b0\u1ee3c theo d\u00f5i v\u00e0 ph\u1ea3n h\u1ed3i th\u01b0\u1eddng xuy\u00ean \u0111\u1ebfn \u0111\u1ed9i ng\u0169, ch\u1ee9 kh\u00f4ng ch\u1ec9 b\u00e1o c\u00e1o l\u00ean ban l\u00e3nh \u0111\u1ea1o.<\/p>\n See more 10 Customer Experience Metrics<\/a> c\u1ea7n theo d\u00f5i.<\/p>\n 3. L\u00e3nh \u0111\u1ea1o l\u00e0m g\u01b0\u01a1ng<\/strong><\/p>\n T\u01b0 duy d\u1ecbch v\u1ee5 ph\u1ea3i b\u1eaft \u0111\u1ea7u t\u1eeb c\u1ea5p qu\u1ea3n l\u00fd. N\u1ebfu manager x\u1eed l\u00fd escalation theo h\u01b0\u1edbng “\u0111\u00fang quy tr\u00ecnh” thay v\u00ec “\u0111\u00fang v\u1edbi kh\u00e1ch h\u00e0ng”, \u0111\u1ed9i ng\u0169 s\u1ebd h\u1ecdc theo h\u00e0nh vi \u0111\u00f3.<\/p>\n 4. X\u00e2y d\u1ef1ng v\u00f2ng ph\u1ea3n h\u1ed3i<\/strong><\/p>\n Thu th\u1eadp ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng sau m\u1ed7i t\u01b0\u01a1ng t\u00e1c quan tr\u1ecdng, ph\u00e2n t\u00edch xu h\u01b0\u1edbng, v\u00e0 \u0111\u01b0a insight v\u1ec1 cho \u0111\u1ed9i ng\u0169 v\u1eadn h\u00e0nh. Kh\u1ea3o s\u00e1t ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5<\/a> \u0111\u1ecbnh k\u1ef3 gi\u00fap t\u1ed5 ch\u1ee9c nh\u1eadn di\u1ec7n \u0111i\u1ec3m m\u00f9 trong tr\u1ea3i nghi\u1ec7m.<\/p>\n 5. Ghi nh\u1eadn h\u00e0nh vi \u0111\u00fang<\/strong><\/p>\n Khi nh\u00e2n vi\u00ean x\u1eed l\u00fd t\u1ed1t m\u1ed9t t\u00ecnh hu\u1ed1ng kh\u00f3 ho\u1eb7c ch\u1ee7 \u0111\u1ed9ng t\u1ea1o ra tr\u1ea3i nghi\u1ec7m t\u1ed1t h\u01a1n m\u1ee9c y\u00eau c\u1ea7u, s\u1ef1 ghi nh\u1eadn \u0111\u00f3 c\u1ea7n \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n c\u00f4ng khai v\u00e0 nh\u1ea5t qu\u00e1n \u0111\u1ec3 t\u01b0 duy d\u1ecbch v\u1ee5 tr\u1edf th\u00e0nh chu\u1ea9n v\u0103n h\u00f3a, kh\u00f4ng ch\u1ec9 l\u00e0 chu\u1ea9n \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t.<\/p>\nT\u1ea1i sao t\u01b0 duy d\u1ecbch v\u1ee5 quy\u1ebft \u0111\u1ecbnh k\u1ebft qu\u1ea3 kinh doanh?<\/h2>\n
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C\u00e1c c\u1ea5p \u0111\u1ed9 d\u1ecbch v\u1ee5 theo m\u00f4 h\u00ecnh Ron Kaufman<\/h2>\n
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<\/p>\nC\u1ea5p 1 \u2013 D\u1ecbch v\u1ee5 t\u1ed3i t\u1ec7<\/h3>\n
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C\u1ea5p 2 \u2013 D\u1ecbch v\u1ee5 c\u01a1 b\u1ea3n<\/h3>\n
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C\u1ea5p 3 \u2013 D\u1ecbch v\u1ee5 nh\u01b0 tr\u00f4ng \u0111\u1ee3i<\/h3>\n
C\u1ea5p 4 \u2013 D\u1ecbch v\u1ee5 theo mong mu\u1ed1n<\/h3>\n
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C\u1ea5p 5 \u2013 D\u1ecbch v\u1ee5 g\u00e2y ng\u1ea1c nhi\u00ean<\/h3>\n
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C\u1ea5p 6 \u2013 D\u1ecbch v\u1ee5 kh\u00f4ng ng\u1edd t\u1edbi<\/h3>\n
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C\u00e1c y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh t\u01b0 duy d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng \u0111\u00fang \u0111\u1eafn<\/h2>\n
L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng t\u01b0 duy d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng cho \u0111\u1ed9i ng\u0169?<\/h2>\n
T\u01b0 duy d\u1ecbch v\u1ee5 v\u00e0 b\u00e0i to\u00e1n outsourcing<\/h2>\n