chiến lược khách hàng

Chin lc Marketing khch hng

GVHD: Th.S V Th Qunh Nga

XY DNG CHIN LC THU HT KHCH HNG MI V GI CHN CC KHCH HNG C I VI DCH V TH TN DNG QUC T CA VIETCOMBANKNgi thc hin: Nguyn Th Thu Hin (Sinh vin lp 34K07.1_Nhm L Th Phng Mai) Trong cuc cnh tranh gay gt nh hin nay, vic thu ht khch hng lun ng vai tr quyt nh s sng cn ca ngn hng. Nhng thnh cng trong vic li ko khch hng n vi sn phm hay dch v ca mnh th khng phi ai cng lm c. Cc chin lc v Xy dng dch v, Xc tin truyn thng, Phong cch nhn vin c a ra trong nhng phn trc, sau y l chin lc dnh cho mt nhn t rt quan trng: Khch hng. 1. Khch hng l Thng Khng ai lm kinh doanh m khng bit n iu ny, nhng nhng ngi khng hiu n th khng bao gi thnh cng c. Khch hng chnh l i tng chng ta nhm ti cho mc tiu doanh thu v li nhun, h n gin l ngi cho chng ta bit sn phm ca chng ta liu c c tiu th na khng. Ni cch khc, chng ta kinh doanh l nhm ti h, da vo h tn ti v pht trin. Trong lnh vc kinh doanh ngn hng ngy nay, khi m s cnh tranh ang ngy cng tr nn gay gt, nhiu ngn hng thm ch chp nhn gim li nhun thu ht nhiu khch hng hn n vi dch v ca mnh. Do , chi ph thu ht mt khch hng mi gp nm hay su ln chi ph gi chn mt khch hng c v vic gi chn khch hng tr thnh mt chin lc ch lc, phn nh tm nhn di hn ca ngn hng. Dch v th tn dng quc t l loi hnh Vietcombank trin khai t kh lu, tuy nhin vn cn kh mi m i vi ngi dn Vit Nam. Mt khc s cnh tranh i hi ngn hng phi c mt chin lc thu ht khch hng hiu qu sao cho tng ng vi mt chi ph ti thiu b ra, hiu qu thu v l ln nht. hnh thnh c cc chin lc , trc tin chng ta cn bit khch hng ca chng ta l ai. 2. Phn chia khch hng phc v tt hn

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Hin nay chng ta ang pht trin 2 loi hnh th: th MTV master card v th Vietcombank Connect 24 Visa v mt loi th chng ta ang c quyn pht hnh ti Vit Nam: th American Express. Mc tiu khch hng i vi loi hnh dch v th a phn l nhng ngi c thu nhp va v cao, c nhu cu ra nc ngoi hc tp, lm vic. Trong thng hiu th m chng ta ang xy dng l: : Phong ph v a dng, tin li v u vit, snh iu v tinh t, sn phm th Vietcombank thc s gip Bn khng nh phong cch ca mnh. c c nhng chnh sch marketing ph hp, ti chia khch hng mc tiu theo 2 tiu ch: Tnh cht mi quan h v theo hn mc th. - Theo tnh cht mi quan h: gm nhm khch hng mi, tim nng v nhm khch hng lu nm, trung thnh - Theo hn mc th: gm nhm Th Vip v nhm Th Chun * Th Vietcombank-Visa , Vietcombank-MasterCard Th Chun: 10.000.000 VN n di 50.000.000 VN Th Vip: 50.000.000 VN n 90.000.000 VN * Th Vietcombank-American Express Th Chun : 50.000.000 VN n di 100.000.000 VN Th Vip: 100.000.000 VN n 250.000.000 VN 2.1 Theo tnh cht mi quan h Nhm khch hng mi Trong bo co thng Ba v "D bo th trng th Vit Nam ti nm 2013" ca Cng ty Nghin cu th trng hng u ca M Research and Markets nhn nh, th trng th thanh ton ca Vit Nam tng i nh, nhng l mt trong nhng th trng nng ng nht th gii. Theo thng k, n cui nm 2010 c khong 400.000 th tn dng quc t c pht hnh trn tng s hn 90 triu dn ca Vit Nam, qu thc l mt con s qu nh. y chnh l c hi ln cho chng ta v vic thu ht khch hng mi i vi dch v th tr nn rt quan trng. H s em li cho chng ta ngun doanh thu ng k, mng li khch hng rng ln v c th l nhng khch hng trung thnh ca chng ta trong tng lai. Nhm khch hng trung thnh Khch hng trung thnh lun to ra li th cho ngn hng. Nhn chung chng ta s tn t tin hn gi chn khch hng trung thnh so vi vic li ko khch hng mi. Th hai, khch hng trung thnh ngoi vic s dng thng xuyn sn phm ca ngn hng, cn d b thuyt phc hn trong vic s dng thm mt sn phm khc. V cui cng, khch hng trung thnh cn gii thiu doanh nghip vi bn b v ngi thn ca hSVTH: Nguyn Th Thu Hin Trang 2



2.2 Theo hn mc tn dng Nhm th Chun Nhm khch hng c lng giao dch nh c xp vo nhm ny. Mc d nhu cu thanh ton quc t ngy cng tng, nhng phn ln ngi dn Vit Nam c mc thu nhp khng cao nn nhm khch hng ny chim khi lng kh ln trong tng lng khch hng. c im phc v i vi nhng khch hng ny l lm sao xy dng lng tin v mt dch v ng cp v an ton. Nhm th VIP L nhm khch hng c hn mc tn dng ln. y c xem nh l nhm khch hng cao cp cn c mt chnh sch phc v c bit. Ti sao li c s phn bit ny. Trong xu th cnh tranh khi m chnh ngn hng buc phi ct gim li nhun to li th, vic phc v nhng khch hng nh th ny li gim bt rt nhiu chi ph cho ngn hng. Vic qun l 1 ti khon Vip vi tng gi tr $20,000 t tn km hn nhiu so vi vic qun l 3 ti khon vi tng gi tr cha ti $10,000, bi gim bt c chi ph v giao dch, v qun l hay nhng chnh sch u i. Trong thi im cc dch v ca ngn hng bo ha (u ging nhau v hnh thc) th cng c ny s gi chn cc khch hng ang s dng dch v. ng thi li ko khch hng dng th thng qua ginh khch hng t cc ngn hng khc. Chnh cng c ny lm nn im khc bit gia cc dch v tng t nhau ca cc ngn hng khc nhau. 3. i th cnh tranh ca chng ta ang lm g? Theo Hi th ngn hng Vit nam, hin nay c khong 40 Ngn hng ang tham gia vo th trng pht hng v thanh ton th. Trong VCB ang dn u v s lng th pht hnh. Tuy nhin iu khng h m bo rng th phn ca chng ta s lun gi vng trong mi trng cnh tranh nh hin nay. Tnh hnh khi m th trng ngoi t t do b hn ch, thm ch "ng ca" giao dch trong nhng ngy gn y khin nhiu ngi lo lng. ng lc ny, ngn hng ln ting khuyn khch ngi dn khi ra nc ngoi nn s dng th thanh ton quc t. Nm bt c xu th ny, nhiu NHTM VN ang tch cc tung ra nhiu chng trnh khuyn khch khch hng thanh ton bng th. Di y l nhng chin lc cnh tranh m cc i th chnh ca chng ta, bao gm: VPBank vi MasterCard Platinum, ACB vi ACBVisa/MasterCard, Techcombank vi th Techcombank F@staccess, SCB vi Sacom Visa Debit, HBB vi Habubank - Wealth Prime tung ra trong thi gian gn y. VP BankSVTH: Nguyn Th Thu Hin Trang 3



L mt trong nhng ngn hng u tin a ra dng sn phm cao cp, l Th tn dng quc t VPBank MasterCard Platinum - loi th u tin Vit Nam p dng cng ngh bo mt chip theo chun EMV vi hn mc tn dng ln n 500 triu VND. Sacombank Ngy 20/10/2006, Sacombank cng i tc Visa chnh thc gii thiu Th thanh ton quc t Sacom Visa Debit - phng tin thanh ton nng ng v snh iu dnh cho gii tr, doanh nhn v nhng ngi c nhu cu s dng th thanh ton. Th thanh ton quc t Sacom Visa Debit c thit k vi hai loi th, th vng v th chun (Gold Card, Classic Card). Tin gi trong th c hng li theo quy nh. c bit, Sacombank l ngn hng u tin pht hnh th thanh ton quc t Sacom Visa Debit vng, l th VIP dnh cho cc khch hng c nhu cu giao dch qua th cao vi nhiu tin ch v u i. Nhn dp ny Sacombank tng th thanh ton quc t Sacom Visa Debit cho cc khch hng ang s hu th Sacom Passport vi nhiu u i c bit, min 100% ph pht hnh v 100% ph thng nin, min ph thng bo giao dch hng thng (th, email). Bn cnh cn c chng trnh qu tng dnh cho khch hng m th; chng trnh dng bao nhiu thng by nhiu v chng trnh rt thm trng thng vi tng gi tr gii thng ln n 100.000.000 VN. VIBank Tung ra loi hnh th thanh ton quc t VIB MasterCard vi cc chiu thc: khch hng c p ng ngay lp tc mi nhu cu s dng ngoi t, c bit l USD; chi tiu khng gii hn theo s tit kim/ tin np vo th ca khch hng; bo mt ti a vi cng ngh CHIP hin i nht; phc v mi lc mi ni vi dch v Call Center 24/7 v trn 140 chi nhnh ton quc Chnh sch v hn mc Da trn thc t hin mi c rt t ngn hng cng b hn mc bn ngoi t cho khch hng c nhn c nhu cu chnh ng, hai ngn hng Eximbank v DongABank ang va thc hin bn ngoi t theo hn mc cho khch hng c nhu cu, va tch cc tuyn truyn hng dn khch hng v cch thc lm v s dng th thanh ton quc t, ty vo iu kin c th ca ngi s dng. Mt s ngn hng nh VPBank, VIB, HSBC mi y cng y mnh cng tc tuyn truyn, khuyn mi khch hng m th thanh ton quc t. Khuyn khch khch hng thanh ton bng th thanh ton quc t Cc ngn hng thng mi ln lt gim ph chuyn i ngoi t khi thanh ton. Chng hn, ti Techcombank, t ngy 18/3, ngn hng ny iu chnhSVTH: Nguyn Th Thu Hin Trang 4



gim ph qun l chuyn i chi tiu ngoi t ca th Visa pht hnh bi Techcombank vi mc ph 4,5% gi tr giao dch (bao gm VAT). Trc , ngn hng An Bnh (ABBank) cng thay i ph chuyn i ngoi t ca th Visa pht hnh bi ABBank, bao gm c hng chun (classic) v hng vng (gold) vi mc ph qun l chuyn i chi tiu ngoi t l 4% trn tng s tin giao dch ( bao gm VAT). Cn Eximbank vi mc ph chuyn i tin t thp nht l 2,5% dnh cho cc sn phm th quc t nh Eximbank Visa Debit, Eximbank Master Card. i vi phn khc khch hng c thu nhp cao Cc ngn hng ang tin hnh a dng dch v dnh cho khch VIP Tuy khch hng VIP ch chim t l nh song y mt phn khc th trng y tim nng bi theo logic, khi i sng ngy cng pht trin th s ngi giu s nhiu ln, ng thi nhu cu s dng cc dch v ti chnh ngn hng ngy cng tng. Vi li th l c sn cc khch hng c nhn m ch yu l khch hng c thu nhp cao, t nm 2009 n nay, cc ngn hng ngoi c mt ti Vit Nam bt u chinh phc cc khch hng VIP ngi Vit bng cc dch v thng hng. Khch VIP ca HSBC hay Standard Chartered c ng tin mt trong nhng trng hp khn cp nh tht lc hnh l, hay ti xch Mt s ngn hng ni cng bt u a ra nhng chnh sch chm sc khch hng thng lu. Habubank khai mn vi vic trin khai dch v t vn ti chnh c nhn, ng xy dng cc khu vc giao dch dnh ring, Sacombank pht hnh th tn dng quc t v nng hn mc ln n 1 t ng, .... Sau 2 nm trin khai dch v t vn ti chnh c nhn, Habubank xy dng c mt c s d liu khch hng ln, hiu c nhu cu ca tng phn khc khch hng, o to c i ng t vn vin giu kinh nghim, hon thin c ch chnh chnh v quy trnh quy ch c th chnh thc ra mt Dch v khch hng c nhn cao cp Wealth Prime t cui thng 1/2011. y l cc gi dch v chm sc dnh ring cho nhm khch hng VIP v cn VIP vi nhiu u i vt tri: c quy giao dch u tin, u i v li sut, thi gian, a im thc hin giao dch, c mt i ng nhn vin chuyn nghip nht ngn hng phc v.... iu ny s lm hi lng khch hng v tit kim c thi gian, cm nhn c s tn tm v chu o ca ngn hng. Thm ch, cc ngn hng cng linh hot trong vic ch bin nhng sn phm, dch v phc v yu cu ca cc v thng VIP. Ni nh b Bi Th Mai - Tng gim c Habubank: vi khch hng c nhu cu chi tiu nhiu, chng ti cp cho h hn mc thu chi cao hn quy nh, khch hng khcSVTH: Nguyn Th Thu Hin Trang 5



thng xuyn dng dch v thanh ton quc t, chuyn tin th chng ti li c u i gim ph h tr, nht l khi h giao dch vi khi lng ln. Ngoi ra, Habubank cn u i v t gi, li sut tit kim, u i v li sut v thi gian xt vay, tng hn mc rt th ATM, u tin ng dy v nhn vin chm sc ring khi gi n Trung tm dch v khch hng, c nhn cc thng tin v li sut, t gi. ng nhin, khng th thiu l cc dp l Tt, sinh nht khch hng, Habubank cng c qu tng nh mt cch chc mng v tri n i vi nhng g h ng gp cho Ngn hng - b Mai cho bit thm Nh vy, c th thy cc i th ca chng ta bit nm bt th trng v a ra nhiu chnh sch rt hp dn. y cng c th l mt li th nu chng ta bit khai thc t nhng chnh sch ny. 4. Chin lc thu ht v gi chn khch hng Chng ta l ngn hng i tin phong trong lnh vc th ca Vit nam. n nay VCB cng ang l ngn hng chim th phn th ln nht ti Vit nam (th debit v th credit), v l ngn hng c s im chp nhn th ln nht ton quc. ng trc mt th trng y tim nng, c bit c s h tr t th trng v chnh sch Nh nc nhng li y i th nhm ng, chng ta cn phi bit tn dng li th ca mnh. Chng ta c li th v cng ngh, v mng li v th phn rng ln, v cht lng u vit ca dch v, ci chng ta cn hin nay l mt chin lc Marketing ph hp. 4.1 Chin lc thu ht khch hng mi Hy n vi chng ti iu u tin, chng ta cn bin i sao cho cc phng php kinh doanh ca mnh tr nn ph hp vi khch hng, ch khng phi tm cch thay i th trng cho ph hp vi nhng g mnh mun a ra. Vic thc hin tt nguyn tc ny i hi s nng ng, nhy bn khi tm hiu v nm bt th hiu cng nh nhng nhn xt, gp ca khch hng, t thay i sn phm/dch v ca mnh cho ph hp. Do , chng ta cn xy dng mt i ng nhn vin pht trin th trng thc s nng n. Ngi dn ang c xu hng s dng th thanh ton quc t nhiu hn khi m vic mua bn ngoi t tr nn kh khn, tuy nhin iu h mong i t dch v l g? Hoc xu hng ca gii tr ngy nay l "Xi th mi l snh iu", vy chng ta nn xy dng mt phong cch nh th no p ng s tr trung v nng ng (v d vic a logo ca knh ca nhc MTV vo chic th s c gii tr n nhn nh th hin mt phong cch) S hi lng ca khch hng l nhng g m chng ta cn phi n lc t c. cng l cch tt nht thu ht v gi chn khch hng. Cn nh rng chng ta ch c th ginh c s trung thnh ca khch hng khi cc yu cu caSVTH: Nguyn Th Thu Hin Trang 6



h c p ng, bi iu ny s to ra s thoi mi v tinh thn. Nhng khch hng c mc hi lng cao cng t quan tm hn n vn gi c. Dch v h a chung s lun c ch v nh gi cao, t , cc bn b, ngi thn ca h s bit n sn phm dch v ca chng ta trong cc bui ni chuyn thn mt. To ra nhiu la chn cho khch hng: chng ta s c tng lai v c hi pht trin lu di ch khi no chng ta thc s coi mnh l ngi gii quyt kh khn ca khch hng, em li nhng c hi thun tin v thoi mi cho khch. V th, chng ta nn a ra nhng la chn khc nhau cho khch hng, h s cm thy rt thoi mi khi c la chn theo ng mnh. La chn y ngoi l s a dng trong sn phm dch v cn l s a dng trong cc phng php gii quyt khiu ni cho khch hng. Chnh nhng phn nh ca khch hng gip chng ta bit c mnh c g cha tt. Tinh thn cu th lun ng qu v i ng nhn vin tip xc nn bit iu ny. H i din cho ngn hng tip xc trc tip vi khch hng. S chuyn nghip, nng ng v kho lo trong giao tip l nhng g chng ta cn v cn phi hng h n suy ngh rng khch hng mi chnh l ngi tr lng cho h ch khng phi l cng ty. Nu thnh cng, th vic thu ht v gi chn khch hng khng phi l iu g qu xa vi. 4.2 Mi quan h vi nhng khch hng trung thnh_ chin lc Ngi trong cuc Gi tr mang li trong mi quan h c xc nh qua khong cch gia li ch nhn c v chi ph b ra. Khch hng trung thnh thng mong i mt mc gi cng bng, nhng vn lun i hi cc gi tr t mi quan h nh: c trn trng, c nhn din l khch hng thng xuyn ngay khi mi bc vo khu vc giao dch ca ngn hng, tin tng nhn vin thu hiu v to ra cc giao dch c li cho mnh. - Chng minh rng chng ta tht lng quan tm: trc tin hy xc nh li nhng khch hng trung thnh v gn b lu nay vi chng ta l ai c nhng quan tm ph hp. Nhng s quan tm c nhn nh: gi li chc mng sinh nht hay cc dp l, tt vo a ch th tn ca khch hng, trc tip n giao dch tn nh, xng tn mt cch thn thit, u i v cc mc ph giao dchs lm cho khch hng cm nhn c s khc bit sau mt qu trnh gn b cng vi chng ta. Cch ng x ca nhn vin tip xc y rt quan trng, cn lm cho h cm nhn s khc bit ca mnh thng qua s thn quen trong tip xc, s thu hiu, s u tin trong giao dch - Chnh sch nh gi (Relationship pricing): Xa c cu: gi tt dnh cho khch rut - hnh thnh c s cho vic nh gi i vi cc mi quan h . y lSVTH: Nguyn Th Thu Hin Trang 7



mt chin lc khc xy dng lng trung thnh ca khch hng. Khi nim gim gi theo s lng khng cn l mi, nhng vic p dng sng to khi nim ny cng l mt n lc trong vic xy dng lng trung thnh ca khch hng Mt khc, chng ta cn to ra i qun khch hng trung thnh mi. Vai tr ca nhn vin tip xc li mt ln na c cao. Chnh h s trc tip c nhn ha cc mi quan h vn ch mang tnh cht thng mi. Mi rng buc x hi hay cn gi l "tnh bng hu dn n mc cam kt trong mi quan h rt cao. S trao i thng tin v cc vn x hi nm ngoi phm v nhng giao dch kinh doanh s to nn s rng buc thn thit gia khch hng v chng ta. Chnh iu ny s to ra s cam kt quan h lu di ca khch hng. V d, chng ta xy dng chng trnh tng qu nhn ngy 8/3: tng hoa cho tt c khch hng n n giao dch, trong , nhng khch hng thn thit v khch hng VIP s c tng thm mt mn qu nh km theo li chc mng t nhn vin giao dch (trong nhng ngy ny nn huy ng i ng nhn vin nam s mang li hiu qu tt hn). Xy dng lng trung thnh ca khch hng l mt cng vic phc tp v lu di v vy i hi chng ta phi kin tr. Mt khc, s quan tm ch c thc hin khi chng ta c c s d liu v khch hng. Cn nhc nh nhn vin giao dch v iu ny khi tip xc vi khch: thu thp y v h thng cc d kiu lin quan n khch hng, nhng d liu ny chc chn s c ch v sau. 4.3 Chin lc dnh cho nhm th hng Chun c im d nhn thy ca nhm khch hng ny l thng rt nhy cm vi s thay i trong chnh sch ph, li sut hay chng trnh khuyn mi, hay ni cch khc, nhm khch hng ny thng tm kim v so snh nhng li ch nh gia cc dch v ca cc ngn hng vi nhau trc khi a ra s la chn cui cng. Mt s thp hn trong biu ph cng c th thu ht mt lng khch hng ln, thm ch l t pha i th cnh tranh. V th, chin lc nn p dng l: Xc tin truyn thng, qung co v hnh nh mt ngn hng tm c, chuyn nghip nm trong tay dch v th rt a dng, an ton v y hp dn Khi dy s ham mun ca khch hng


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Cc chng trnh khuyn mi lun t ra c hiu qu trong trng hp ny. iu ny s khin khch hng ho hng hn vi dch v ca chng ta v si dy rng buc cng s bn cht hn. Chng ta c th a ra cc chng trnh nh: - Chng trnh tch ly im thng vi th Vietcombank-American ExpressVietnam Airlines i v my bay min ph trong cc chuyn bay ca Vietnam Airlines - Tng phn thng gi tr da vo doanh s gi th - Hng min ph dch v bo him y t du lch vi mc ti a 5.000USD - Mi ch th chnh c pht hnh thm 02 th ph cho ngi thn - Sn sng cung cp cc dch v tr gip nh thng tin v du lch, tin ch thanh ton (i tin, ng tin mt, thay th th khn cp) hay dch v tr gip khn cp ton cu Nng cao cht lng dch v: y l yu t hng u. Thu thp cc kin phn hi ca khch hng s cho chng ta bit dch v chng ta cung cp thc s tt hay cha. c bit, trong loi hnh dch v th quc t, cht lng lun i km vi s an tm v lng tin ni khch hng v chnh nhn t ny to nn S hi lng m chng ta nhm ti. Mt s chnh sch c th a ra l: - Th tc pht hnh n gin cho c hai loi hnh th k qu cng nh th tn chp - Dch v thanh ton th a dng: Thanh ton hng ho, dch v hoc rt tin ti hng triu im bn hng hoc hng triu ATM c biu tng chp nhn th Visa/Mastercard ti cc quc gia trn ton th gii. Thanh ton tin hng ha, dch v qua Internet - Phng thc thanh ton sao k linh hot: Thanh ton bng tin mt ti bt c chi nhnh no ca Vietcombank Lnh chuyn tin T ng trch n ti khon theo ngy hoc theo thng. n k thanh ton, ch th c th la chn thanh ton ht hoc thanh ton mt phn d n cui k - D dng qun l v kim sot c ton b nhng giao dch chi tiu mi lc, mi ni thng qua: Bn sao k giao dch th chi tit pht sinh hng thng do Chi nhnh Vietcombank gi ti a ch th tn ca khch hng Dch v Internet BankingSVTH: Nguyn Th Thu Hin Trang 9



Dch v SMS bo bin ng s d ti khon c nhn v giao dch th tn dng quc t ca Vietcombank Tn dng mng li cc mi quan h ca tng khch hng: Khi mt khch hng n giao dch ngha l chng ta thnh cng trong vic thu ht khch hng . Tuy nhin, c hi khng ch dng li . Pha sau ngi l mt mng li quan h rt tim nng m chng ta c th khai thc. V d, trong ln m th u tin, mu form m th nn c thit k sao cho c cng nhiu thng tin c nhn t khch hng cng tt ( v gia nh, ni lm vic, lch s giao dch)

Nhiu khch hng thng c thi quen giao dch theo nhm bt ngun t

tm l m ng. lu gi khch hng bng c im ny, chng ta c 2 cch thc hin: - Th nht, bng cch tn dng cc mi quan h ca khch hng, chng ta xy dng cc loi hnh th nhm, v d nh Group Card hoc Family Card v p dng cc chnh sch u i cho cc nhm ny. V d nh gim ph giao dch, ph chuyn i ngoi t hay cc dch v t vn min ph - Th hai, to mt cu lc b cc thnh vin kt ni nhng khch hng tng lai, khch hng hng thng xuyn, nhng khch hng cng tui hay loi hnh th v nhng khch hng c bit n qua cc chng trnh khuyn mi vi nhau. c giao lu tip xc lun l nhu cu ca con ngi. Vic to mi trng cho cc khch hng s em li cho h cm gic gn b hn i vi ngn hng v hnh nh ca chng ta cng s c ghi nh nhiu hn 4.2 Chin lc dnh cho nhm th hng Vip ng cp khc bit Chnh ngn hng Citibank khng nh, t nay n khong 2015, Vit Nam s l mt th trng rng ln trong phn khc khch hng cao cp. Pht trin loi hnh th VIP: VCB_Prime


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Thng thng, khch hng n ngn hng giao dch v phi tun theo nhng nguyn tc ca ngn hng, nhng vi khch hng cao cp th i hi nhng iu nm ngoi quy nh. S phong ph, a dng v sn phm - dch v theo cng phi m bo p ng yu cu kht khe ca cc khch hng thng lu Khng ch l khch hng Chng ta nn coi nhng khch hng VIP l i tc bi khi khch hng gp phn mang li ngun ti sn quan trng trong mt thi gian di th h thc s tr thnh nhng i tc ca ngn hng. S chm sc, phc v v vy cng phi khc cc khch hng thng thng hai t ng cp. Cng vn l gi tit kim, thanh ton quc t, th ATM, cc nhu cu vay nhng khi l khch hng VIP, h s c ng nhn vin chuyn bit h tr thc hin tt cc cc th tc vi thi gian nhanh nht. H ch cn xut trnh th vip VCB-Prime, sau l thng thc tr, cafe, xem tivi, c bo trong mt khng gian ring sang trng v tin nghi vi Internet khng dy..v i cc nhn vin bo co giao dch hon tt trong thi gian cc ngn. Vic a ra cc dch v dnh ring cho khch hng VIP chnh l s khng nh ca ngn hng khi hng ti s hon thin v cht lng v nng cao vn ha bn hng. Khng phi i khch hng n giao dch theo nhu cu, chng ta nn ch ng hn trong vic tip cn ri tip th v t vn nhng sn phm ph hp vi nhu cu ca khch hng. Dch v t vn ti chnh c nhn vi cc gii php p ng nhu cu trong tng giai on cuc sng ca khch hng chnh l bc m u tin th hin tiu ch ly khch hng lm trng tm ca chng ta. S chuyn mnh t t vn ti chnh ln Dch v ngn hng c nhn cao cp cng th hin r hn vn ha bn hng ca ngn hng. Trong giai on cc khch hng c qu nhiu s la chn khi n vi ngn hng th dch v ny s l mt th gia v cho vo nhng ba n chnh ca cc khch hng VIP - vn nm cao lng m v - thm ngon. Vic nhn c s phc v vi cht lng cao hn, tng cng cc gi tr gia tng nhiu hn s khin cho khch hng thng lu - vn c coi l kh tnh - phi hi lng. S tin tng ca cc khch hng VIP v th cng tng dn ln, khin h gn b di lu hn. Ngn hng, qua cng tng uy tn trong phc v khch hng v khng ngng gia tng thm nhiu khch hng mi na S khc bit v ng cp: Yu cu i vi phn khc ny l xy dng c mt c s d liu khch hng ln, hiu c nhu cu ca tng phn khc khch hng, o to c i ng t vn vin giu kinh nghim, hon thin c ch chnh chnh v quy trnh quy ch mi c th m bo phc v tt nhm khch hng ny. D bng cch ny haySVTH: Nguyn Th Thu Hin Trang 11



cch khc, d sn phm, dch v l g th mi s phc v, mi chnh sch hng n khch hng VIP u phi tun th theo 3 nguyn tc vng l ng cp, s tin li v tnh bo mt tuyt i S khc nhau trong nhng u i sau y phn no c th lm khch VIP nh hnh c s khc bit m chng ta cam kt: u i dch v th Min ph PH 01 th ghi n VCB Min ph Thng nin nm u tin 01 th tn dng mang thng hiu Visa/ MasterCard ca Vietcombank Min ph xc nhn hn mc tn dng Min ph thay i hn mc tn dng Min ph cp li th u tin khng xp hng ly s khi giao dch ti quy Min ph xc nhn s d ti khon tin gi Min ph dch v SMS thng bo bin ng s d ti khon v s dng th Hng Vip th Hng Chun th

Kt lun: Chng ta cn vn dng linh hot cc chin lc trn trong tng itng khch hng c th: khch hng mi c th thuc nhm Th Chun hoc Th VIP, ngc li mt khch hng VIP c th l khch hng mi n hoc l gng mt thn quen lu nm. S phn loi trn nhm chuyn mn ha trong qu trnh phc v nhm t ti mc tiu cui cng l thu ht c khch hng n vi chng ta v to ra i qun cng ng khch hng trung thnh cng tt. S hi lng, Lng tin, s u vit ca dch v l tt c nhng g chng ta cn lm vi mt phng chm duy nht Khch hng l Thng . Trn y l phn trnh by v Chin lc marketing Khch hng. Rt mong nhn c phn hi ng gp ca mi ngi sm pht trin n ny vo thc t. Xin cm n.


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