{"id":6511,"date":"2020-08-31T15:14:20","date_gmt":"2020-08-31T08:14:20","guid":{"rendered":"https:\/\/bellbell24vietnam.vn\/?p=6511"},"modified":"2026-06-05T11:45:25","modified_gmt":"2026-06-05T04:45:25","slug":"customer-experience-3","status":"publish","type":"post","link":"https:\/\/bell24vietnam.vn\/en\/cx-ex-loyalty\/customer-experience-3\/","title":{"rendered":"Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? Chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng CX to\u00e0n di\u1ec7n"},"content":{"rendered":"

Theo kh\u1ea3o s\u00e1t c\u1ee7a PwC, 73% ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong> cho bi\u1ebft tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng h\u00e0ng \u0111\u1ea7u \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng, cao h\u01a1n c\u1ea3 gi\u00e1 c\u1ea3 v\u00e0 t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m. Tuy nhi\u00ean, ch\u1ec9 49% ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong> cho r\u1eb1ng doanh nghi\u1ec7p \u0111ang th\u1ef1c s\u1ef1 mang l\u1ea1i tr\u1ea3i nghi\u1ec7m t\u1ed1t.<\/p>\n

Kho\u1ea3ng c\u00e1ch n\u00e0y l\u00e0 v\u1ea5n \u0111\u1ec1 chi\u1ebfn l\u01b0\u1ee3c, kh\u00f4ng ph\u1ea3i v\u1ea5n \u0111\u1ec1 v\u1eadn h\u00e0nh \u0111\u01a1n thu\u1ea7n. Nhi\u1ec1u doanh nghi\u1ec7p \u0111\u1ea7u t\u01b0 v\u00e0o s\u1ea3n ph\u1ea9m, v\u00e0o marketing, v\u00e0o \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng, nh\u01b0ng b\u1ecf qua tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng cho \u0111\u1ebfn khi t\u1ef7 l\u1ec7 r\u1eddi b\u1ecf t\u0103ng cao.<\/p>\n

B\u00e0i vi\u1ebft n\u00e0y ph\u00e2n t\u00edch to\u00e0n di\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (CX) \u2014 t\u1eeb \u0111\u1ecbnh ngh\u0129a, c\u00e1c y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh, c\u00e1ch \u0111o l\u01b0\u1eddng, \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c c\u1ea3i thi\u1ec7n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng ngay cho doanh nghi\u1ec7p.<\/p>\n

What is customer experience?<\/h2>\n

Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (Customer Experience \u2014 CX)<\/strong> l\u00e0 t\u1ed5ng h\u1ee3p to\u00e0n b\u1ed9 c\u1ea3m nh\u1eadn, nh\u1eadn th\u1ee9c v\u00e0 c\u1ea3m x\u00fac m\u00e0 kh\u00e1ch h\u00e0ng h\u00ecnh th\u00e0nh trong su\u1ed1t qu\u00e1 tr\u00ecnh t\u01b0\u01a1ng t\u00e1c v\u1edbi m\u1ed9t doanh nghi\u1ec7p, t\u1eeb l\u1ea7n \u0111\u1ea7u nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u, qua qu\u00e1 tr\u00ecnh t\u00ecm hi\u1ec3u, mua h\u00e0ng, s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, cho \u0111\u1ebfn d\u1ecbch v\u1ee5 h\u1eadu m\u00e3i v\u00e0 c\u00e1c l\u1ea7n t\u01b0\u01a1ng t\u00e1c v\u1ec1 sau.<\/p>\n

CX kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t th\u1eddi \u0111i\u1ec3m c\u1ee5 th\u1ec3, \u0111\u00f3 l\u00e0 h\u00e0nh tr\u00ecnh t\u00edch l\u0169y<\/strong>. M\u1ed9t kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 h\u00e0i l\u00f2ng v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m nh\u01b0ng th\u1ea5t v\u1ecdng v\u1edbi c\u00e1ch nh\u00e2n vi\u00ean x\u1eed l\u00fd khi\u1ebfu n\u1ea1i. M\u1ed9t t\u01b0\u01a1ng t\u00e1c ti\u00eau c\u1ef1c duy nh\u1ea5t t\u1ea1i \u0111i\u1ec3m ch\u1ea1m quan tr\u1ecdng c\u00f3 th\u1ec3 x\u00f3a b\u1ecf nhi\u1ec1u n\u0103m x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 t\u00edch c\u1ef1c tr\u01b0\u1edbc \u0111\u00f3.<\/p>\n

Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u1edf m\u1ed7i th\u1eddi \u0111\u1ea1i s\u1ebd \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn theo nh\u1eefng c\u00e1ch kh\u00e1c nhau, ch\u00fang ta \u0111ang s\u1ed1ng trong th\u1eddi \u0111\u1ea1i m\u00e0 m\u1ed7i t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec1u \u0111\u01b0\u1ee3c di\u1ec5n ra nhanh ch\u00f3ng, v\u1edbi k\u1ef3 v\u1ecdng cao h\u01a1n bao gi\u1edd h\u1ebft.<\/p><\/blockquote>\n

\"Customer<\/h3>\n

Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng kh\u00e1c g\u00ec v\u1edbi d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng?<\/h3>\n

\u0110\u00e2y l\u00e0 \u0111i\u1ec3m d\u1ec5 nh\u1ea7m l\u1eabn nh\u1ea5t, \u0111\u00e2y l\u00e0 b\u1ea3ng so s\u00e1nh:<\/p>\n

\n\n\n\n\n\n\n\n\n
<\/th>\nD\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng (Customer Service)<\/th>\nTr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng (CX)<\/th>\n<\/tr>\n<\/thead>\n
Scope<\/strong><\/td>\nM\u1ed9t b\u1ed9 ph\u1eadn, m\u1ed9t \u0111i\u1ec3m ch\u1ea1m<\/td>\nTo\u00e0n b\u1ed9 h\u00e0nh tr\u00ecnh<\/td>\n<\/tr>\n
Th\u1eddi \u0111i\u1ec3m<\/strong><\/td>\nKhi c\u00f3 v\u1ea5n \u0111\u1ec1 ph\u00e1t sinh<\/td>\nLi\u00ean t\u1ee5c, t\u1eeb tr\u01b0\u1edbc \u0111\u1ebfn sau mua<\/td>\n<\/tr>\n
Ng\u01b0\u1eddi ch\u1ecbu tr\u00e1ch nhi\u1ec7m<\/strong><\/td>\n\u0110\u1ed9i CSKH<\/td>\nTo\u00e0n b\u1ed9 t\u1ed5 ch\u1ee9c<\/td>\n<\/tr>\n
Objective<\/strong><\/td>\nGi\u1ea3i quy\u1ebft s\u1ef1 c\u1ed1, gi\u00fap gia t\u0103ng tr\u1ea3i nghi\u1ec7m<\/td>\nT\u1ea1o ra c\u1ea3m x\u00fac t\u00edch c\u1ef1c b\u1ec1n v\u1eefng<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

D\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng t\u1ed1t l\u00e0 \u0111i\u1ec1u ki\u1ec7n c\u1ea7n,<\/strong>\u00a0nh\u01b0ng ch\u01b0a \u0111\u1ee7 \u0111\u1ec3 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng xu\u1ea5t s\u1eafc. CX bao g\u1ed3m m\u1ecdi th\u1ee9: giao di\u1ec7n website, t\u1ed1c \u0111\u1ed9 giao h\u00e0ng, c\u00e1ch nh\u00e2n vi\u00ean sales t\u01b0 v\u1ea5n, n\u1ed9i dung email ch\u0103m s\u00f3c, quy tr\u00ecnh \u0111\u1ed5i tr\u1ea3, v\u00e0 h\u00e0ng ch\u1ee5c \u0111i\u1ec3m ch\u1ea1m kh\u00e1c m\u00e0 kh\u00e1ch h\u00e0ng ti\u1ebfp x\u00fac.<\/p>\n

T\u1ea1i sao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng quan tr\u1ecdng v\u1edbi doanh nghi\u1ec7p?<\/h2>\n

\"the<\/p>\n

T\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn doanh thu<\/h3>\n

Theo nghi\u00ean c\u1ee9u c\u1ee7a Bain & Company, ch\u1ec9 c\u1ea7n t\u0103ng t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng th\u00eam 5%<\/strong>, l\u1ee3i nhu\u1eadn doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u0103ng t\u1eeb 25% \u0111\u1ebfn 95%<\/strong>. L\u00fd do \u0111\u01a1n gi\u1ea3n l\u00e0 v\u00ec chi ph\u00ed \u0111\u1ec3 gi\u1eef kh\u00e1ch h\u00e0ng c\u0169 lu\u00f4n th\u1ea5p h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi chi ph\u00ed khai th\u00e1c kh\u00e1ch h\u00e0ng m\u1edbi, th\u01b0\u1eddng t\u1eeb 5 \u0111\u1ebfn 7 l\u1ea7n.<\/p>\n

Kh\u00e1ch h\u00e0ng c\u00f3 tr\u1ea3i nghi\u1ec7m t\u1ed1t c\u00f2n c\u00f3 xu h\u01b0\u1edbng chi ti\u00eau nhi\u1ec1u h\u01a1n. PwC ch\u1ec9 ra r\u1eb1ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0ng tr\u1ea3 cao h\u01a1n \u0111\u1ebfn 16%<\/strong> cho s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i tr\u1ea3i nghi\u1ec7m v\u01b0\u1ee3t tr\u1ed9i.<\/p>\n

L\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng<\/h3>\n

S\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 b\u1ecb sao ch\u00e9p. C\u00f4ng ngh\u1ec7 c\u00f3 th\u1ec3 b\u1ecb b\u1eaft ch\u01b0\u1edbc. Nh\u01b0ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng t\u1eeb v\u0103n h\u00f3a, con ng\u01b0\u1eddi v\u00e0 quy tr\u00ecnh, nh\u1eefng th\u1ee9 kh\u00f4ng th\u1ec3 copy trong m\u1ed9t s\u1edbm m\u1ed9t chi\u1ec1u. \u0110\u00e2y l\u00e0 l\u00fd do Bellsystem24 Vietnam cho r\u1eb1ng CX l\u00e0 chi\u1ebfn tr\u01b0\u1eddng c\u1ea1nh tranh ch\u00ednh c\u1ee7a th\u1eadp k\u1ef7 n\u00e0y.<\/p>\n

Khu\u1ebfch \u0111\u1ea1i hi\u1ec7u qu\u1ea3 marketing<\/h3>\n

Kh\u00e1ch h\u00e0ng c\u00f3 tr\u1ea3i nghi\u1ec7m t\u1ed1t s\u1ebd ch\u1ee7 \u0111\u1ed9ng gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn ng\u01b0\u1eddi th\u00e2n v\u00e0 \u0111\u1ed3ng nghi\u1ec7p, k\u00eanh marketing truy\u1ec1n mi\u1ec7ng c\u00f3 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i cao nh\u1ea5t v\u00e0 chi ph\u00ed th\u1ea5p nh\u1ea5t. Ng\u01b0\u1ee3c l\u1ea1i, m\u1ed9t kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0i l\u00f2ng trung b\u00ecnh chia s\u1ebb tr\u1ea3i nghi\u1ec7m ti\u00eau c\u1ef1c v\u1edbi 9\u201315 ng\u01b0\u1eddi kh\u00e1c (theo nghi\u00ean c\u1ee9u c\u1ee7a White House Office of Consumer Affairs).<\/p>\n

Reduce t\u1ef7 l\u1ec7 r\u1eddi b\u1ecf kh\u00e1ch h\u00e0ng<\/a><\/span><\/h3>\n

Ph\u1ea7n l\u1edbn kh\u00e1ch h\u00e0ng r\u1eddi b\u1ecf kh\u00f4ng ph\u1ea3i v\u00ec s\u1ea3n ph\u1ea9m k\u00e9m, m\u00e0 v\u00ec c\u1ea3m th\u1ea5y kh\u00f4ng \u0111\u01b0\u1ee3c quan t\u00e2m \u0111\u00fang m\u1ee9c. \u0110\u1ea7u t\u01b0 v\u00e0o CX l\u00e0 c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ec3 ki\u1ec3m so\u00e1t churn rate v\u00e0 b\u1ea3o v\u1ec7 doanh thu \u1ed5n \u0111\u1ecbnh.<\/p>\n

C\u00e1c y\u1ebfu t\u1ed1 c\u1ea5u th\u00e0nh tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/h2>\n

CX kh\u00f4ng t\u1ef1 nhi\u00ean xu\u1ea5t hi\u1ec7n, n\u00f3 l\u00e0 k\u1ebft qu\u1ea3 d\u00e0i h\u01a1i c\u1ee7a ba tr\u1ee5 c\u1ed9t ch\u00ednh:<\/p>\n

1. Con ng\u01b0\u1eddi<\/h3>\n

Nh\u00e2n vi\u00ean ti\u1ebfp x\u00fac tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng (frontline staff) l\u00e0 y\u1ebfu t\u1ed1 c\u00f3 t\u00e1c \u0111\u1ed9ng l\u1edbn nh\u1ea5t \u0111\u1ebfn c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng. K\u1ef9 n\u0103ng giao ti\u1ebfp, th\u00e1i \u0111\u1ed9 ph\u1ee5c v\u1ee5, kh\u1ea3 n\u0103ng x\u1eed l\u00fd t\u00ecnh hu\u1ed1ng v\u00e0 s\u1ef1 \u0111\u1ed3ng c\u1ea3m, t\u1ea5t c\u1ea3 \u0111\u1ec1u \u0111\u1ecbnh h\u00ecnh tr\u1ea3i nghi\u1ec7m t\u1ea1i c\u00e1c \u0111i\u1ec3m ch\u1ea1m quan tr\u1ecdng.<\/p>\n

Theo PwC, 82% ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong> mu\u1ed1n c\u00f3 y\u1ebfu t\u1ed1 con ng\u01b0\u1eddi trong t\u01b0\u01a1ng t\u00e1c v\u1edbi doanh nghi\u1ec7p, k\u1ec3 c\u1ea3 khi c\u00f4ng ngh\u1ec7 AI ng\u00e0y c\u00e0ng ph\u1ed5 bi\u1ebfn.<\/p>\n

2. Quy tr\u00ecnh<\/h3>\n

Ngay c\u1ea3 \u0111\u1ed9i ng\u0169 t\u1ed1t nh\u1ea5t c\u0169ng kh\u00f4ng th\u1ec3 b\u00f9 \u0111\u1eafp cho m\u1ed9t quy tr\u00ecnh k\u00e9m. Quy tr\u00ecnh gi\u1ea3i quy\u1ebft khi\u1ebfu n\u1ea1i r\u01b0\u1eddm r\u00e0, ch\u00ednh s\u00e1ch \u0111\u1ed5i tr\u1ea3 ph\u1ee9c t\u1ea1p, hay lu\u1ed3ng ch\u0103m s\u00f3c sau b\u00e1n thi\u1ebfu nh\u1ea5t qu\u00e1n, \u0111\u1ec1u tr\u1ef1c ti\u1ebfp t\u1ea1o ra ma s\u00e1t trong tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/p>\n

3. C\u00f4ng ngh\u1ec7<\/h3>\n

S\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 h\u1ee3p l\u00fd gi\u00fap c\u00e1 nh\u00e2n h\u00f3a t\u01b0\u01a1ng t\u00e1c, t\u0103ng t\u1ed1c \u0111\u1ed9 ph\u1ea3n h\u1ed3i v\u00e0 t\u1ea1o s\u1ef1 nh\u1ea5t qu\u00e1n tr\u00ean m\u1ecdi k\u00eanh. H\u1ec7 th\u1ed1ng CRM t\u1ed1t gi\u00fap nh\u00e2n vi\u00ean hi\u1ec3u l\u1ecbch s\u1eed c\u1ee7a kh\u00e1ch h\u00e0ng ngay khi ti\u1ebfp nh\u1eadn cu\u1ed9c g\u1ecdi. N\u1ec1n t\u1ea3ng omnichannel<\/a><\/span> \u0111\u1ea3m b\u1ea3o kh\u00e1ch h\u00e0ng kh\u00f4ng c\u1ea7n l\u1eb7p l\u1ea1i v\u1ea5n \u0111\u1ec1 khi chuy\u1ec3n t\u1eeb chat sang tho\u1ea1i hay email.<\/p>\n

What is a good customer experience?<\/h2>\n

Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 “kh\u00f4ng c\u00f3 v\u1ea5n \u0111\u1ec1 g\u00ec”. \u0110\u00f3 l\u00e0 khi kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c l\u1eafng nghe, \u0111\u01b0\u1ee3c t\u00f4n tr\u1ecdng v\u00e0 \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 \u0111\u00fang k\u1ef3 v\u1ecdng, ho\u1eb7c v\u01b0\u1ee3t h\u01a1n k\u1ef3 v\u1ecdng, \u1edf m\u1ecdi \u0111i\u1ec3m ch\u1ea1m quan tr\u1ecdng.<\/p>\n

\"3<\/p>\n

C\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 qua 3 c\u1ea5p \u0111\u1ed9:<\/p>\n

C\u1ea5p \u0111\u1ed9 1 \u2014 \u0110\u00e1p \u1ee9ng nhu c\u1ea7u c\u01a1 b\u1ea3n:<\/strong> Kh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c \u0111i\u1ec1u h\u1ecd c\u1ea7n, \u0111\u00fang l\u00fac, kh\u00f4ng g\u1eb7p r\u00e0o c\u1ea3n l\u1edbn. \u0110\u00e2y l\u00e0 ng\u01b0\u1ee1ng t\u1ed1i thi\u1ec3u \u0111\u1ec3 t\u1ed3n t\u1ea1i tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

C\u1ea5p \u0111\u1ed9 2 \u2014 \u0110\u00e1p \u1ee9ng s\u1ef1 thu\u1eadn ti\u1ec7n:<\/strong> Tr\u1ea3i nghi\u1ec7m d\u1ec5 d\u00e0ng, nhanh ch\u00f3ng, \u00edt n\u1ed7 l\u1ef1c nh\u1ea5t c\u00f3 th\u1ec3. Kh\u00e1ch h\u00e0ng kh\u00f4ng c\u1ea7n ph\u1ea3i c\u1ed1 g\u1eafng nhi\u1ec1u \u0111\u1ec3 \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5.<\/p>\n

C\u1ea5p \u0111\u1ed9 3 \u2014 T\u1ea1o c\u1ea3m x\u00fac t\u00edch c\u1ef1c:<\/strong> Kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c quan t\u00e2m th\u1ef1c s\u1ef1, \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a<\/a><\/span>, v\u00e0 c\u00f3 k\u1ebft n\u1ed1i c\u1ea3m x\u00fac v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y l\u00e0 c\u1ea5p \u0111\u1ed9 t\u1ea1o ra l\u00f2ng trung th\u00e0nh v\u00e0 h\u00e0nh vi gi\u1edbi thi\u1ec7u.<\/p>\n

Doanh nghi\u1ec7p c\u1ea7n \u0111\u1ea1t c\u1ea5p \u0111\u1ed9 1 \u0111\u1ec3 kh\u00f4ng m\u1ea5t kh\u00e1ch, c\u1ea5p \u0111\u1ed9 2 \u0111\u1ec3 c\u1ea1nh tranh, v\u00e0 c\u1ea5p \u0111\u1ed9 3 \u0111\u1ec3 d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng.<\/p>\n

H\u00e0nh tr\u00ecnh tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/h2>\n

Tr\u1ea3i nghi\u1ec7m v\u00e0 s\u1ef1 \u0111\u00e1nh gi\u00e1 di\u1ec5n ra li\u00ean t\u1ee5c qua t\u1eebng giai \u0111o\u1ea1n trong h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng<\/a><\/span>:<\/p>\n

Tr\u01b0\u1edbc khi mua \u2014 Nh\u1eadn bi\u1ebft v\u00e0 c\u00e2n nh\u1eafc<\/h3>\n

\u0110\u00e2y l\u00e0 giai \u0111o\u1ea1n kh\u00e1ch h\u00e0ng l\u1ea7n \u0111\u1ea7u ti\u1ebfp x\u00fac v\u1edbi th\u01b0\u01a1ng hi\u1ec7u qua qu\u1ea3ng c\u00e1o, t\u00ecm ki\u1ebfm Google, m\u1ea1ng x\u00e3 h\u1ed9i, ho\u1eb7c gi\u1edbi thi\u1ec7u t\u1eeb ng\u01b0\u1eddi quen. Tr\u1ea3i nghi\u1ec7m t\u1ed1t \u1edf giai \u0111o\u1ea1n n\u00e0y \u0111\u1ebfn t\u1eeb th\u00f4ng tin r\u00f5 r\u00e0ng, d\u1ec5 t\u00ecm ki\u1ebfm; website th\u00e2n thi\u1ec7n, t\u1ed1c \u0111\u1ed9 t\u1ea3i nhanh; v\u00e0 t\u01b0 v\u1ea5n tr\u1ef1c tuy\u1ebfn ph\u1ea3n h\u1ed3i k\u1ecbp th\u1eddi.<\/p>\n

M\u1ed9t \u0111i\u1ec3m ch\u1ea1m quan tr\u1ecdng th\u01b0\u1eddng b\u1ecb b\u1ecf qua l\u00e0 th\u1eddi gian ph\u1ea3n h\u1ed3i<\/strong> khi kh\u00e1ch h\u00e0ng \u0111\u1ec3 l\u1ea1i th\u00f4ng tin y\u00eau c\u1ea7u t\u01b0 v\u1ea5n. Theo nghi\u00ean c\u1ee9u c\u1ee7a Harvard Business Review, doanh nghi\u1ec7p ph\u1ea3n h\u1ed3i trong v\u00f2ng 1 gi\u1edd c\u00f3 kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i lead cao h\u01a1n 7 l\u1ea7n<\/strong> so v\u1edbi doanh nghi\u1ec7p ph\u1ea3n h\u1ed3i sau 2 gi\u1edd.<\/p>\n

Trong qu\u00e1 tr\u00ecnh mua \u2014 Quy\u1ebft \u0111\u1ecbnh v\u00e0 giao d\u1ecbch<\/h3>\n

Giai \u0111o\u1ea1n n\u00e0y \u0111\u00f2i h\u1ecfi quy tr\u00ecnh giao d\u1ecbch \u0111\u01a1n gi\u1ea3n, minh b\u1ea1ch v\u1ec1 gi\u00e1, v\u00e0 nh\u00e2n vi\u00ean t\u01b0 v\u1ea5n \u0111\u00fang nhu c\u1ea7u thay v\u00ec ch\u1ec9 c\u1ed1 g\u1eafng ch\u1ed1t sale. M\u1ecdi ma s\u00e1t trong b\u01b0\u1edbc n\u00e0y nh\u01b0: chi ph\u00ed \u1ea9n, quy tr\u00ecnh thanh to\u00e1n ph\u1ee9c t\u1ea1p, thi\u1ebfu th\u00f4ng tin, \u0111\u1ec1u tr\u1ef1c ti\u1ebfp t\u0103ng t\u1ef7 l\u1ec7 b\u1ecf gi\u1ecf h\u00e0ng ho\u1eb7c h\u1ee7y h\u1ee3p \u0111\u1ed3ng.<\/p>\n

Sau khi mua \u2014 S\u1eed d\u1ee5ng v\u00e0 h\u1eadu m\u00e3i<\/h3>\n

\u0110\u00e2y l\u00e0 giai \u0111o\u1ea1n quy\u1ebft \u0111\u1ecbnh li\u1ec7u kh\u00e1ch h\u00e0ng c\u00f3 quay l\u1ea1i hay kh\u00f4ng. Ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng sau b\u00e1n<\/a><\/span> hi\u1ec7u qu\u1ea3 bao g\u1ed3m: onboarding r\u00f5 r\u00e0ng (h\u01b0\u1edbng d\u1eabn s\u1eed d\u1ee5ng, c\u00e0i \u0111\u1eb7t), h\u1ed7 tr\u1ee3 k\u1ef9 thu\u1eadt khi g\u1eb7p v\u1ea5n \u0111\u1ec1, v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh ch\u0103m s\u00f3c \u0111\u1ecbnh k\u1ef3 d\u1ef1a tr\u00ean l\u1ecbch s\u1eed s\u1eed d\u1ee5ng. \u0110\u00e2y c\u0169ng l\u00e0 giai \u0111o\u1ea1n \u0111\u1ec3 bi\u1ebfn kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng th\u00e0nh ng\u01b0\u1eddi ch\u1ee7 \u0111\u1ed9ng gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

C\u00e1ch \u0111o l\u01b0\u1eddng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/h2>\n

Doanh nghi\u1ec7p kh\u00f4ng th\u1ec3 c\u1ea3i thi\u1ec7n nh\u1eefng g\u00ec kh\u00f4ng \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng. Ba ch\u1ec9 s\u1ed1 ph\u1ed5 bi\u1ebfn nh\u1ea5t \u0111\u1ec3 l\u01b0\u1ee3ng h\u00f3a CX:<\/p>\n

<\/p>\n

NPS \u2014 Net Promoter Score<\/h3>\n

\u0110o l\u01b0\u1eddng kh\u1ea3 n\u0103ng kh\u00e1ch h\u00e0ng gi\u1edbi thi\u1ec7u th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn ng\u01b0\u1eddi kh\u00e1c, ph\u1ea3n \u00e1nh l\u00f2ng trung th\u00e0nh d\u00e0i h\u1ea1n<\/strong>. C\u00e2u h\u1ecfi: “Tr\u00ean thang 0\u201310, b\u1ea1n s\u1eb5n s\u00e0ng gi\u1edbi thi\u1ec7u ch\u00fang t\u00f4i \u0111\u1ebfn b\u1ea1n b\u00e8\/\u0111\u1ed3ng nghi\u1ec7p \u1edf m\u1ee9c n\u00e0o?”<\/em> T\u00ecm hi\u1ec3u chi ti\u1ebft v\u1ec1 c\u00e1ch t\u00ednh v\u00e0 \u0111\u00e1nh gi\u00e1 NPS<\/span><\/a>.<\/p>\n

CSAT \u2014 Customer Satisfaction Score<\/h3>\n

\u0110o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng t\u1ea1i m\u1ed9t \u0111i\u1ec3m ch\u1ea1m c\u1ee5 th\u1ec3,<\/strong>\u00a0th\u01b0\u1eddng ngay sau m\u1ed9t giao d\u1ecbch ho\u1eb7c t\u01b0\u01a1ng t\u00e1c h\u1ed7 tr\u1ee3. Ph\u00f9 h\u1ee3p \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m ch\u1ea1m n\u00e0o \u0111ang ho\u1ea1t \u0111\u1ed9ng t\u1ed1t v\u00e0 \u0111i\u1ec3m n\u00e0o c\u1ea7n c\u1ea3i thi\u1ec7n ngay. Xem th\u00eam v\u1ec1 c\u00e1ch t\u00ednh ch\u1ec9 s\u1ed1 CSAT<\/a><\/span>.<\/p>\n

CES \u2014 Customer Effort Score<\/h3>\n

\u0110o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 n\u1ed7 l\u1ef1c<\/strong> kh\u00e1ch h\u00e0ng ph\u1ea3i b\u1ecf ra \u0111\u1ec3 \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5. C\u00e2u h\u1ecfi: “B\u1ea1n t\u1ed1n bao nhi\u00eau c\u00f4ng s\u1ee9c \u0111\u1ec3 [gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 \/ ho\u00e0n t\u1ea5t giao d\u1ecbch]?”<\/em> Ch\u1ec9 s\u1ed1 CES cao (n\u1ed7 l\u1ef1c nhi\u1ec1u) l\u00e0 t\u00edn hi\u1ec7u c\u1ea3nh b\u00e1o v\u1ec1 quy tr\u00ecnh ph\u1ee9c t\u1ea1p c\u1ea7n \u0111\u01a1n gi\u1ea3n h\u00f3a. Tham kh\u1ea3o th\u00eam v\u1ec1 c\u00e1ch \u0111o l\u01b0\u1eddng ch\u1ec9 s\u1ed1 CES<\/a><\/span>.<\/p>\n

Ba ch\u1ec9 s\u1ed1 n\u00e0y b\u1ed5 sung cho nhau. Doanh nghi\u1ec7p c\u00f3 n\u1ec1n t\u1ea3ng CX t\u1ed1t th\u01b0\u1eddng theo d\u00f5i c\u1ea3 ba, k\u1ebft h\u1ee3p v\u1edbi 10 Customer Experience Metrics<\/a> <\/span>quan tr\u1ecdng kh\u00e1c \u0111\u1ec3 c\u00f3 b\u1ee9c tranh to\u00e0n di\u1ec7n.<\/p>\n

\n

Chi\u1ebfn l\u01b0\u1ee3c n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/h2>\n

To improve overall CX, businesses need to adopt a model-based approach.\u00a0from strategy to action<\/b>, ensuring a synchronized experience (requiring the involvement of the entire system), seamless continuity, convenience, and positive emotions for customers.<\/p>\n

1. X\u00e2y d\u1ef1ng ch\u00e2n dung kh\u00e1ch h\u00e0ng v\u00e0 v\u1ebd b\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh<\/h3>\n

Tr\u01b0\u1edbc khi c\u1ea3i thi\u1ec7n CX, doanh nghi\u1ec7p c\u1ea7n bi\u1ebft m\u00ecnh \u0111ang ph\u1ee5c v\u1ee5 ai v\u00e0 h\u1ecd \u0111ang tr\u1ea3i qua \u0111i\u1ec1u g\u00ec. Customer Persona gi\u00fap x\u00e1c \u0111\u1ecbnh nhu c\u1ea7u, h\u00e0nh vi v\u00e0 k\u1ef3 v\u1ecdng c\u1ee7a t\u1eebng nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. B\u1ea3n \u0111\u1ed3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng (Customer Journey Map)<\/a><\/span> gi\u00fap h\u00ecnh dung to\u00e0n b\u1ed9 tr\u1ea3i nghi\u1ec7m t\u1eeb g\u00f3c nh\u00ecn c\u1ee7a kh\u00e1ch h\u00e0ng, x\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m ch\u1ea1m n\u00e0o \u0111ang t\u1ea1o ra v\u1ea5n \u0111\u1ec1 v\u00e0 \u0111i\u1ec3m ch\u1ea1m n\u00e0o c\u00f3 th\u1ec3 t\u1ed1i \u01b0u th\u00eam.<\/p>\n

M\u1ed9t c\u00f4ng c\u1ee5 h\u1eefu \u00edch b\u1ed5 tr\u1ee3 cho b\u01b0\u1edbc n\u00e0y l\u00e0 b\u1ea3n \u0111\u1ed3 th\u1ea5u c\u1ea3m (Empathy Map)<\/a> ,gi\u00fap \u0111\u1ed9i ng\u0169 hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 c\u1ea3m x\u00fac v\u00e0 suy ngh\u0129 c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ea1i t\u1eebng giai \u0111o\u1ea1n.<\/p>\n

2. X\u00e2y d\u1ef1ng v\u0103n h\u00f3a l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m<\/h3>\n

CX kh\u00f4ng th\u1ec3 \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n ch\u1ec9 b\u1edfi m\u1ed9t b\u1ed9 ph\u1eadn ri\u00eang l\u1ebb. \u0110\u00e2y l\u00e0 tr\u00e1ch nhi\u1ec7m c\u1ee7a to\u00e0n t\u1ed5 ch\u1ee9c, t\u1eeb CEO \u0111\u1ebfn nh\u00e2n vi\u00ean frontline.<\/p>\n

V\u0103n h\u00f3a Customer Centric<\/a><\/span> c\u1ea7n \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n trong c\u00e1ch ra quy\u1ebft \u0111\u1ecbnh, trong KPI c\u1ee7a t\u1eebng ph\u00f2ng ban, v\u00e0 trong c\u00e1ch doanh nghi\u1ec7p ph\u1ea3n \u1ee9ng khi nh\u1eadn ph\u1ea3n h\u1ed3i ti\u00eau c\u1ef1c.<\/p>\n

Doanh nghi\u1ec7p c\u00f3 v\u0103n h\u00f3a customer centric m\u1ea1nh th\u01b0\u1eddng c\u00f3 ch\u1ec9 s\u1ed1 NPS cao h\u01a1n v\u00e0 t\u1ef7 l\u1ec7 r\u1eddi b\u1ecf th\u1ea5p h\u01a1n m\u1ed9t c\u00e1ch nh\u1ea5t qu\u00e1n theo th\u1eddi gian, kh\u00f4ng ph\u1ea3i nh\u1edd m\u1ed9t chi\u1ebfn d\u1ecbch, m\u00e0 nh\u1edd c\u00e1ch v\u1eadn h\u00e0nh h\u1eb1ng ng\u00e0y.<\/p>\n

3. \u0110\u01a1n gi\u1ea3n h\u00f3a m\u1ecdi \u0111i\u1ec3m ch\u1ea1m<\/h3>\n

Nguy\u00ean t\u1eafc quan tr\u1ecdng nh\u1ea5t trong thi\u1ebft k\u1ebf CX: \u00edt n\u1ed7 l\u1ef1c h\u01a1n t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng lu\u00f4n l\u00e0 t\u1ed1t h\u01a1n<\/strong>.<\/p>\n

Doanh nghi\u1ec7p kh\u00f4ng c\u1ea7n c\u1ea3i thi\u1ec7n t\u1ea5t c\u1ea3 \u0111i\u1ec3m ch\u1ea1m c\u00f9ng m\u1ed9t l\u00fac, thay v\u00e0o \u0111\u00f3 h\u00e3y x\u00e1c \u0111\u1ecbnh 3\u20135 \u0111i\u1ec3m ch\u1ea1m quan tr\u1ecdng nh\u1ea5t trong h\u00e0nh tr\u00ecnh (nh\u1eefng \u0111i\u1ec3m t\u1ea1o ra c\u1ea3m x\u00fac m\u1ea1nh nh\u1ea5t ho\u1eb7c \u1ea3nh h\u01b0\u1edfng l\u1edbn nh\u1ea5t \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh ti\u1ebfp t\u1ee5c) v\u00e0 t\u1ed1i \u01b0u ch\u00fang tr\u01b0\u1edbc \u0111\u1ebfn m\u1ee9c ho\u00e0n h\u1ea3o.<\/p>\n

4. C\u00e1 nh\u00e2n h\u00f3a d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/h3>\n

Kh\u00e1ch h\u00e0ng ng\u00e0y nay k\u1ef3 v\u1ecdng \u0111\u01b0\u1ee3c nh\u1eadn bi\u1ebft v\u00e0 \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 theo nhu c\u1ea7u ri\u00eang. Personalizing the customer experience<\/span><\/a> hi\u1ec7u qu\u1ea3 \u0111\u1ebfn t\u1eeb d\u1eef li\u1ec7u: l\u1ecbch s\u1eed mua h\u00e0ng, k\u00eanh \u01b0a th\u00edch, v\u1ea5n \u0111\u1ec1 \u0111\u00e3 g\u1eb7p trong qu\u00e1 kh\u1ee9, giai \u0111o\u1ea1n trong v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng. V\u1edbi n\u1ec1n t\u1ea3ng CRM v\u00e0 h\u1ec7 th\u1ed1ng t\u1ed5ng \u0111\u00e0i t\u00edch h\u1ee3p<\/a><\/span>, nh\u00e2n vi\u00ean c\u00f3 th\u1ec3 truy c\u1eadp to\u00e0n b\u1ed9 th\u00f4ng tin n\u00e0y ngay khi b\u1eaft \u0111\u1ea7u t\u01b0\u01a1ng t\u00e1c.<\/p>\n

5. Tri\u1ec3n khai ch\u0103m s\u00f3c \u0111a k\u00eanh nh\u1ea5t qu\u00e1n<\/h3>\n

Kh\u00e1ch h\u00e0ng kh\u00f4ng ph\u00e2n bi\u1ec7t k\u00eanh, h\u1ecd k\u1ef3 v\u1ecdng tr\u1ea3i nghi\u1ec7m nh\u1ea5t qu\u00e1n d\u00f9 ti\u1ebfp x\u00fac qua \u0111i\u1ec7n tho\u1ea1i, chat, email, m\u1ea1ng x\u00e3 h\u1ed9i hay tr\u1ef1c ti\u1ebfp t\u1ea1i c\u1eeda h\u00e0ng. M\u00f4 h\u00ecnh ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng \u0111a k\u00eanh h\u1ee3p nh\u1ea5t<\/a><\/span> \u0111\u1ea3m b\u1ea3o d\u1eef li\u1ec7u v\u00e0 l\u1ecbch s\u1eed t\u01b0\u01a1ng t\u00e1c \u0111\u01b0\u1ee3c \u0111\u1ed3ng b\u1ed9 tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh, gi\u00fap kh\u00e1ch h\u00e0ng kh\u00f4ng c\u1ea7n l\u1eb7p l\u1ea1i th\u00f4ng tin v\u00e0 nh\u00e2n vi\u00ean c\u00f3 \u0111\u1ee7 ng\u1eef c\u1ea3nh \u0111\u1ec3 ph\u1ee5c v\u1ee5 hi\u1ec7u qu\u1ea3.<\/p>\n

6. X\u00e2y d\u1ef1ng quy tr\u00ecnh x\u1eed l\u00fd ph\u1ea3n h\u1ed3i ti\u00eau c\u1ef1c<\/h3>\n

Ph\u1ea3n h\u1ed3i ti\u00eau c\u1ef1c kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t th\u1ea5t b\u1ea1i, \u0111\u00f3 l\u00e0 d\u1eef li\u1ec7u qu\u00fd gi\u00e1 v\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 c\u1ee7ng c\u1ed1 m\u1ed1i quan h\u1ec7. Doanh nghi\u1ec7p x\u1eed l\u00fd khi\u1ebfu n\u1ea1i \u0111\u00fang c\u00e1ch c\u00f3 th\u1ec3 bi\u1ebfn kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0i l\u00f2ng th\u00e0nh ng\u01b0\u1eddi \u1ee7ng h\u1ed9 trung th\u00e0nh. Nh\u01b0ng \u0111\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, \u0111i\u1ec1u ki\u1ec7n ti\u00ean quy\u1ebft l\u00e0 c\u00f3 quy tr\u00ecnh x\u1eed l\u00fd khi\u1ebfu n\u1ea1i<\/a><\/span> r\u00f5 r\u00e0ng, th\u1eddi gian ph\u1ea3n h\u1ed3i cam k\u1ebft, v\u00e0 nh\u00e2n vi\u00ean \u0111\u01b0\u1ee3c trao quy\u1ec1n \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 ngay t\u1ea1i \u0111i\u1ec3m ti\u1ebfp x\u00fac \u0111\u1ea7u ti\u00ean.<\/p>\n

7. \u0110o l\u01b0\u1eddng li\u00ean t\u1ee5c v\u00e0 h\u00e0nh \u0111\u1ed9ng theo d\u1eef li\u1ec7u<\/h3>\n

CX kh\u00f4ng ph\u1ea3i d\u1ef1 \u00e1n l\u00e0m m\u1ed9t l\u1ea7n r\u1ed3i th\u00f4i, \u0111\u00f3 l\u00e0 v\u00f2ng l\u1eb7p li\u00ean t\u1ee5c: \u0111o l\u01b0\u1eddng \u2192 ph\u00e2n t\u00edch \u2192 c\u1ea3i ti\u1ebfn \u2192 \u0111o l\u01b0\u1eddng l\u1ea1i.<\/p>\n

Doanh nghi\u1ec7p c\u1ea7n thi\u1ebft l\u1eadp chu k\u1ef3 \u0111o NPS\/CSAT \u0111\u1ecbnh k\u1ef3, k\u1ebft h\u1ee3p v\u1edbi kh\u1ea3o s\u00e1t \u0111\u1ecbnh t\u00ednh v\u00e0 \u0111\u00e1nh gi\u00e1 b\u00ed m\u1eadt (Mystery Shopping)<\/span><\/a> \u0111\u1ec3 c\u00f3 g\u00f3c nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf t\u1ea1i t\u1eebng \u0111i\u1ec3m ch\u1ea1m.<\/p>\n

Xu h\u01b0\u1edbng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng quan tr\u1ecdng hi\u1ec7n nay<\/h2>\n

AI v\u00e0 t\u1ef1 \u0111\u1ed9ng h\u00f3a trong CSKH<\/h3>\n

Chatbot AI, voice bot v\u00e0 h\u1ec7 th\u1ed1ng t\u1ef1 \u0111\u1ed9ng h\u00f3a \u0111ang thay \u0111\u1ed5i c\u00e1ch doanh nghi\u1ec7p x\u1eed l\u00fd kh\u1ed1i l\u01b0\u1ee3ng l\u1edbn t\u01b0\u01a1ng t\u00e1c. \u0110\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng, \u1edf m\u1ed9t s\u1ed1 t\u00e1c v\u1ee5 \u0111\u01a1n gi\u1ea3n c\u1ea7n kh\u1ea3 n\u0103ng ph\u1ea3n h\u1ed3i t\u1ee9c th\u00ec, h\u1ecd v\u1eabn y\u00eau th\u00edch s\u1eed d\u1ee5ng AI, nh\u01b0ng \u1edf c\u00e1c t\u00e1c v\u1ee5 ph\u1ee9c t\u1ea1p, \u01b0u ti\u00ean h\u00e0ng \u0111\u1ea7u v\u1eabn l\u00e0 con ng\u01b0\u1eddi.<\/p>\n

\u0110\u1ec3 t\u1ed1i \u01b0u, doanh nghi\u1ec7p c\u1ea7n x\u00e1c \u0111\u1ecbnh \u0111\u00e2u l\u00e0 nh\u1eefng \u0111i\u1ec3m th\u1ef1c s\u1ef1 ph\u00f9 h\u1ee3p \u0111\u1ec3 \u0111\u01b0a AI v\u00e0o, v\u00e0 \u0111\u00e2u l\u00e0 nh\u1eefng \u0111o\u1ea1n chuy\u1ec3n ti\u1ebfp cho nh\u00e2n vi\u00ean.<\/p>\n

\u0110i\u1ec3m c\u1ea7n l\u01b0u \u00fd: AI hi\u1ec7u qu\u1ea3 nh\u1ea5t khi x\u1eed l\u00fd c\u00e1c t\u00ecnh hu\u1ed1ng l\u1eb7p \u0111i l\u1eb7p l\u1ea1i v\u00e0 \u0111\u01a1n gi\u1ea3n, c\u00e1c t\u00ecnh hu\u1ed1ng ph\u1ee9c t\u1ea1p ho\u1eb7c c\u1ea7n \u0111\u1ed3ng c\u1ea3m v\u1eabn c\u1ea7n s\u1ef1 can thi\u1ec7p c\u1ee7a con ng\u01b0\u1eddi.<\/p>\n

M\u00f4 h\u00ecnh k\u1ebft h\u1ee3p AI + nh\u00e2n vi\u00ean<\/strong> (Human-AI Collaboration) \u0111ang \u0111\u01b0\u1ee3c nhi\u1ec1u t\u1ed5 ch\u1ee9c CX h\u00e0ng \u0111\u1ea7u \u00e1p d\u1ee5ng: AI x\u1eed l\u00fd t\u1ea7ng \u0111\u1ea7u ti\u00ean, escalate l\u00ean nh\u00e2n vi\u00ean khi c\u1ea7n thi\u1ebft.<\/p>\n

Tr\u1ea3i nghi\u1ec7m omnichannel li\u1ec1n m\u1ea1ch<\/h3>\n

Kh\u00e1ch h\u00e0ng \u0111ang s\u1eed d\u1ee5ng nhi\u1ec1u k\u00eanh h\u01a1n bao gi\u1edd h\u1ebft trong m\u1ed9t h\u00e0nh tr\u00ecnh mua duy nh\u1ea5t, t\u1eeb t\u00ecm ki\u1ebfm tr\u00ean Google, xem \u0111\u00e1nh gi\u00e1 tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, chat h\u1ecfi tr\u00ean website, r\u1ed3i g\u1ecdi \u0111i\u1ec7n \u0111\u1ec3 x\u00e1c nh\u1eadn. \u0110\u1ea7u t\u01b0 v\u00e0o h\u1ea1 t\u1ea7ng omnichannel kh\u00f4ng c\u00f2n l\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh, \u0111\u00f3 l\u00e0 y\u00eau c\u1ea7u c\u01a1 b\u1ea3n c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\n

C\u00e1 nh\u00e2n h\u00f3a \u1edf quy m\u00f4 l\u1edbn (Hyper-Personalization)<\/h3>\n

V\u1edbi d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng ng\u00e0y c\u00e0ng phong ph\u00fa, doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00e1 nh\u00e2n h\u00f3a kh\u00f4ng ch\u1ec9 n\u1ed9i dung m\u00e0 c\u1ea3 th\u1eddi \u0111i\u1ec3m, k\u00eanh v\u00e0 c\u00e1ch th\u1ee9c t\u01b0\u01a1ng t\u00e1c. Xu h\u01b0\u1edbng n\u00e0y \u0111\u00f2i h\u1ecfi \u0111\u1ea7u t\u01b0 v\u00e0o n\u1ec1n t\u1ea3ng d\u1eef li\u1ec7u v\u00e0 n\u0103ng l\u1ef1c ph\u00e2n t\u00edch, nh\u01b0ng \u0111\u1ed5i l\u1ea1i l\u00e0 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng cao h\u01a1n \u0111\u00e1ng k\u1ec3.<\/p>\n

T\u1eadp trung v\u00e0o s\u1ee9c kh\u1ecfe c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng<\/h3>\n

Sau giai \u0111o\u1ea1n \u0111\u1ea1i d\u1ecbch, ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng coi tr\u1ecdng s\u1ef1 \u0111\u1ed3ng c\u1ea3m v\u00e0 t\u00ednh x\u00e1c th\u1ef1c trong t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. Doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 c\u1ea7n \u0111\u00e1p \u1ee9ng nhu c\u1ea7u ch\u1ee9c n\u0103ng m\u00e0 c\u00f2n c\u1ea7n ch\u00fa \u00fd \u0111\u1ebfn tr\u1ea1ng th\u00e1i c\u1ea3m x\u00fac c\u1ee7a kh\u00e1ch h\u00e0ng, \u0111\u1eb7c bi\u1ec7t trong c\u00e1c t\u00ecnh hu\u1ed1ng khi\u1ebfu n\u1ea1i ho\u1eb7c kh\u1ee7ng ho\u1ea3ng.<\/p>\n

Proactive CX \u2014 Ch\u1ee7 \u0111\u1ed9ng tr\u01b0\u1edbc khi kh\u00e1ch h\u00e0ng ph\u1ea3n h\u1ed3i<\/h3>\n

Thay v\u00ec ch\u1edd kh\u00e1ch h\u00e0ng b\u00e1o c\u00e1o v\u1ea5n \u0111\u1ec1, c\u00e1c doanh nghi\u1ec7p ti\u00ean ti\u1ebfn \u0111ang \u0111\u1ea7u t\u01b0 v\u00e0o kh\u1ea3 n\u0103ng ph\u00e1t hi\u1ec7n t\u00edn hi\u1ec7u s\u1edbm v\u00e0 ch\u1ee7 \u0111\u1ed9ng ti\u1ebfp c\u1eadn tr\u01b0\u1edbc.<\/p>\n

V\u00ed d\u1ee5: g\u1ecdi \u0111i\u1ec7n h\u1ecfi th\u0103m sau khi \u0111\u01a1n h\u00e0ng b\u1ecb delay, g\u1eedi th\u00f4ng tin h\u01b0\u1edbng d\u1eabn tr\u01b0\u1edbc khi kh\u00e1ch h\u00e0ng c\u1ea7n h\u1ecfi, ho\u1eb7c c\u1ea3nh b\u00e1o s\u1ef1 c\u1ed1 tr\u01b0\u1edbc khi \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m s\u1eed d\u1ee5ng.<\/p>\n

Bellsystem24 Vietnam \u0111\u1ed3ng h\u00e0nh c\u00f9ng doanh nghi\u1ec7p trong x\u00e2y d\u1ef1ng CX<\/h2>\n

X\u00e2y d\u1ef1ng n\u1ec1n t\u1ea3ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t \u0111\u00f2i h\u1ecfi s\u1ef1 \u0111\u1ea7u t\u01b0 v\u00e0o c\u1ea3 ba tr\u1ee5 c\u1ed9t: con ng\u01b0\u1eddi, quy tr\u00ecnh v\u00e0 c\u00f4ng ngh\u1ec7 \u0111\u1ed3ng b\u1ed9 tr\u00ean to\u00e0n b\u1ed9 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng.<\/p>\n

With 20 n\u0103m kinh nghi\u1ec7m<\/strong> trong l\u0129nh v\u1ef1c Contact Center & BPO, Bellsystem24 Vietnam h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p tr\u00ean nhi\u1ec1u ph\u01b0\u01a1ng di\u1ec7n:<\/p>\n

V\u1eadn h\u00e0nh Contact Center chuy\u00ean nghi\u1ec7p<\/strong> \u2014 \u0110\u1ed9i ng\u0169 CSKH \u0111a k\u00eanh<\/a><\/span> (tho\u1ea1i, chat, email, m\u1ea1ng x\u00e3 h\u1ed9i) \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o b\u00e0i b\u1ea3n, x\u1eed l\u00fd h\u01a1n 500.000 t\u01b0\u01a1ng t\u00e1c m\u1ed7i ng\u00e0y v\u1edbi SLA \u0111\u1ea1t 95%. M\u1ed7i d\u1ef1 \u00e1n s\u1ebd \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp KPI, SLA v\u00e0 quy tr\u00ecnh v\u1eadn h\u00e0nh ri\u00eang ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1eb7c th\u00f9 ng\u00e0nh.<\/p>\n

\u0110o l\u01b0\u1eddng v\u00e0 nghi\u00ean c\u1ee9u CX<\/strong> \u2014 D\u1ecbch v\u1ee5 Mystery Shopping<\/a><\/span> v\u00e0 kh\u1ea3o s\u00e1t th\u1ecb tr\u01b0\u1eddng gi\u00fap doanh nghi\u1ec7p c\u00f3 g\u00f3c nh\u00ecn kh\u00e1ch quan v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf t\u1ea1i t\u1eebng \u0111i\u1ec3m ch\u1ea1m, \u0111i\u1ec1u m\u00e0 th\u00f4ng tin m\u00e0 kh\u1ea3o s\u00e1t n\u1ed9i b\u1ed9 th\u01b0\u1eddng kh\u00f4ng thu th\u1eadp \u0111\u01b0\u1ee3c.<\/p>\n

\u0110\u00e0o t\u1ea1o n\u00e2ng cao n\u0103ng l\u1ef1c CX<\/strong> \u2014 Ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/a> <\/span>\u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf cho \u0111\u1ed9i ng\u0169 frontline v\u00e0 c\u1ea5p qu\u1ea3n l\u00fd, t\u1eadp trung v\u00e0o k\u1ef9 n\u0103ng th\u1ef1c chi\u1ebfn, kh\u00f4ng ch\u1ec9 l\u00fd thuy\u1ebft.<\/p>\n

C\u00f4ng ngh\u1ec7 h\u1ed7 tr\u1ee3 \u0111a k\u00eanh<\/strong> \u2014 N\u1ec1n t\u1ea3ng ph\u1ea7n m\u1ec1m Contact Cente<\/span>r<\/a> t\u00edch h\u1ee3p omnichannel, AI, auto call v\u00e0 b\u00e1o c\u00e1o th\u1eddi gian th\u1ef1c, k\u1ebft n\u1ed1i li\u1ec1n m\u1ea1ch v\u1edbi CRM v\u00e0 h\u1ec7 th\u1ed1ng doanh nghi\u1ec7p hi\u1ec7n c\u00f3.<\/p>\n

Bellsystem24 Vietnam hi\u1ec7n l\u00e0 \u0111\u1ed1i t\u00e1c CX tin c\u1eady c\u1ee7a h\u01a1n 300 doanh nghi\u1ec7p<\/strong> trong v\u00e0 ngo\u00e0i n\u01b0\u1edbc, bao g\u1ed3m TPBank, VPBank, Viettel, Shopee, Vinamilk, Mercedes-Benz, Prudential v\u00e0 nhi\u1ec1u t\u00ean tu\u1ed5i h\u00e0ng \u0111\u1ea7u kh\u00e1c.<\/p>\n

\n

Conclusion<\/h2>\n

Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch hay m\u1ed9t d\u1ef1 \u00e1n, \u0111\u00f3 l\u00e0 c\u00e1ch m\u1ed9t doanh nghi\u1ec7p v\u1eadn h\u00e0nh m\u1ed7i ng\u00e0y. Doanh nghi\u1ec7p n\u00e0o x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c n\u1ec1n t\u1ea3ng CX v\u1eefng ch\u1eafc t\u1eeb s\u1edbm s\u1ebd c\u00f3 l\u1ee3i th\u1ebf c\u1ea1nh tranh ng\u00e0y c\u00e0ng l\u1edbn h\u01a1n theo th\u1eddi gian, v\u00ec CX \u0111\u01b0\u1ee3c t\u00edch l\u0169y theo chi\u1ec1u s\u00e2u, kh\u00f4ng th\u1ec3 x\u00e2y d\u1ef1ng qua \u0111\u00eam v\u00e0 kh\u00f3 b\u1ecb sao ch\u00e9p.<\/p>\n

Khi tri\u1ec3n khai, \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u kh\u00f4ng c\u1ea7n ph\u1ea3i ho\u00e0n h\u1ea3o. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 b\u1eaft \u0111\u1ea7u \u0111o l\u01b0\u1eddng, x\u00e1c \u0111\u1ecbnh nh\u1eefng \u0111i\u1ec3m ch\u1ea1m quan tr\u1ecdng nh\u1ea5t c\u1ea7n c\u1ea3i thi\u1ec7n, v\u00e0 h\u00e0nh \u0111\u1ed9ng c\u00f3 h\u1ec7 th\u1ed1ng.<\/p>\n

Bellsystem24 Vietnam s\u1eb5n s\u00e0ng \u0111\u1ed3ng h\u00e0nh c\u00f9ng doanh nghi\u1ec7p trong vi\u1ec7c \u0111\u00e1nh gi\u00e1 th\u1ef1c tr\u1ea1ng CX v\u00e0 x\u00e2y d\u1ef1ng l\u1ed9 tr\u00ecnh c\u1ea3i thi\u1ec7n ph\u00f9 h\u1ee3p. Li\u00ean h\u1ec7 \u0111\u1ed9i ng\u0169 t\u01b0 v\u1ea5n:<\/p>\n