ht crm

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Trng i hc Thng mi Khoa Tin hc thng mi

Bi c nhn

ti: H thng CRM

MC LC

LI M U .................................................................................................................... 1

PHN 1: TNG QUAN V H THNG CRM ........................................................................ 2

PHN 2: THC TRNG P DNG H THNG CRM VIT NAM ........................................4

2.1. THC TRNG P DNG H THNG CRM CA CC DN: ......................................... 4

2.2. P DNG H THNG CRM TI TRUNG TM PHN PHI VIETTEL: ..........................4

PHN 3: MT S GII PHP CRM CHO CC DOANH NHIP VIT NAM HIN NAY ..............6

KT LUN ......................................................................................................................... 7

TI LIU THAM KHO ....................................................................................................... 7

LI M UTrong bi cnh Vit Nam l thnh vin ca WTO v nn kinh t th trng nh hin nay

m ra rt nhiu c hi v thch thc cho cc doanh nghip (DN) Vit Nam. Lm th no

K nng trnh din vn chuyn ngnh 1

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tng sc mnh cnh tranh v kinh doanh t hiu qu lun l vn sng cn ca ccDN. lm c vic cc DN phi c nhng chin lc, nhng bc i ng n m bo duy tr c sn xut v to ra li nhun.

Vi vic bng n cng ngh thng tin nh hin nay, cc DN lun ch trng vo vic p

dng nhng tin b ca cng ngh vo sn xut v c bit qun l ngun thng tin v gica DN.

Trong bt k mt DN no cng c khch hng (KH), nh cung cp, v vic qun lthng tin KH, nh cung cp l yu t quan trng t c thnh cng ca DN. Cc DNang tip cn nhng h thng, phn mm (PM) qun l KH v vic ny em li hiuqu cao trong kinh doanh ca DN. H thng (HT) CRM l mt v d in hnh cc DNla chn trong vic qun l thng tin KH.

PHN 1: TNG QUAN V H THNG CRM1.1. KHI NIM:

HT CRM (Customer relationship management) HT qun l quan h KH: l mt phngphp gip cc DN tip cn v giao tip vi KH mt cch c h thng v hiu qu, qun lcc thng tin ca KH nh thng tin v ti khon, nhu cu, s thch, thng tin lin lc,nhm phc v KH tt hn.

- M t hot ng ca h thng CRM:

Thng qua h thng qun l quan h KH, cc thng tin ca KH s c cp nht v clu tr trong h thng qun l c s d liu. Nh cc cng c d tm d liu, DN c th phntch, hnh thnh danh sch KH tim nng v lu nm ra nhng chin lc chm sc KH


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hp l. Ngoi ra, DN cn c th x l cc vn vng mc ca KH mt cch nhanh chngv hiu qu.

Qun l quan h KH cung cp mt h thng ng tin cy, gip qun l KH v nhn vin,ci thin mi quan h gia nhn vin vi KH. Mt chnh sch quan h KH hp l cn bao

gm chin lc o to nhn vin, iu chnh phng php kinh doanh v p dng mt hthng cng ngh thng tin ph hp. Quan h KH khng n thun l mt PM hay mt cngngh m cn l mt chin lc kinh doanh bao gm c chin lc tip th, o to v ccdch v m DN cung ng ti KH. DN c th la chn mt gii php quan h KH hp l datrn tiu ch t KH v tr trung tm, quan tm ti nhu cu ca KH nhm t c mcch l duy tr mi quan h tt vi KH v t c li nhun ti a trong kinh doanh.

1.2. CHC NNG CA H THNG CRM:

Nh h thng CRM, nhn vin giao dch s d dng nhn ra nhiu i tng KH, phi

hp vi cc b phn k thut khc trong DN thc hin cc hot ng maketing, bn hng vcung cp dch v ph hp, nhm ti u ho li nhun v mang li s tho mn cao nht choKH.

CRM cn gip ban lnh o DN xem xt, nh gi hiu qu cng vic ca cc nhn vin a ra c cc chnh sch khen thng hoc k lut. Nhn chung, CRM c mt s chcnng chnh sau:

- Chc nng Giao dch: CRM hot ng tng t nh i vi chng trnh Outlookca Microsoft. N cho php ngi dng giao dch th in t trong mng li ngi s dngCRM, ng thi giao dch th tn vi bn ngoi nh khai bo cc ti khon.

- Chc nng Phn tch: CRM cho php DN to lp v phn tch thng tin qun l vtheo di nhng vic cn lm, chng hn cng vic din ra vi KH no, trong bao lu, thucd n hay ti no, do ai chu trch nhim...

- Chc nng Khai bo v qun l: y l chc nng quan trng nht ca mt h thngCRM, CRM cho php khai bo v qun l cc mi quan h vi KH nm c l itng no trn c s nhng thng tin h s n gin nhng y v h. CRM s gip xcnh c nhng KH no thng xuyn quan h vi DN, KH no l KH mi, DN c nhngcuc hn lm vic vi KH no, KH l i tc lin quan ti k hoch no cn u tin...

- Chc nng Lu tr v cp nhp: CRM cho php ngi s dng c v ghi ti liu dl bt c dng vn bn g, nh , ngi s dng h thng CRM c th chia s vi nhau vcc ti liu dng chung, nhng ti liu cn cho mi ngi tham kho.

- Chc nng H tr cc d n: CRM cho php khai bo v qun l thng tin cn thitv nhng d n m DN bn cn lp k hoch v trin khai. Cng vi nhng thng tin chnhv d n, DN c th qun l danh sch cc thnh vin tham gia d n, h thuc cc DN no,tin trnh cng vic din ra nh th no, thi im cc cuc hn ra sao, cc hp ng no cnk kt....


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- Chc nng Tho lun: CRM to ra mi trng giao lu thng tin cng khai trn tonh thng thng qua vic vit tin, tr li tin... CRM c th gip tng nhm ngi trao i trctuyn th hin quan im, kin ca mnh v mt vn no , bt k h ang ngi tic quan hay ang i cng tc.

- Chc nng Qun l hp ng: CRM cho php qun l danh sch cc hp ng km

theo, d l nhng nguyn bn hp ng lu di dng PDF.- Chc nng Qun tr: CRM cho php cc nh qun tr DN xc lp vai tr v v tr ca

nhng nhn vin bn hng, nhn vin quan h KH, qua qun l v pht huy ht vai tr cah.

PHN 2: THC TRNG P DNG H THNG CRM VIT NAM

2.1. THC TRNG P DNG H THNG CRM CA CC DN:

Ti Vit Nam, khi nim CRM hu nh c du nhp cng lc vi th gii, vo

nhng nm 1995, 1996. Nhng DN u tin tip cn ng dng ny l cc DN ncngoi v lin doanh.

CRM khng phi l mt gii php ni tri v tnh t ph hay sng to nhng lic DN Vit Nam quan tm nhiu v y chnh l cng c h tr DN tht cht hnmi quan h vi KH.

TRV (Technology Resources Vietnam) - DN hot ng trong lnh vc t vn vbn gii php phn mm (PM) l mt trong nhng n v i tin phong ng dngCRM Vit Nam t nm 1996. DN ny cng l mt trng hp him hoi Vit Nam tng s dng qua ti 3 PM CRM v c bit, quan nim CRM l "mt phn khng

th thiu".Hin cc sn phm CRM Vit Nam kh phong ph, t sn phm CRM chuynnghip ca nc ngoi cho ti cc PM CRM thun Vit do cc DN trong nc t lm.Chi ph cho mt PM CRM cng kh phi chng, nh PM BSC Venus bn dnh chomy n cha n 1 triu ng.

Vi hn 70% cc DN ca Vit Nam l va v nh nn vic p dng h thng CRMcn gp nhiu kh khn. C mt s DN p dng thnh cng h thng CRM nhngs tht vn cha khai thc ht nhng li ch m h thng mang li. C nhiu d nCRM ca cc DN b tht bi do rt nhiu nguyn nhn nh: cha p ng cc yucu ca CRM, cha xy dng ng chin lc trin khai h thng, cng ngh khng

ph hp vi vn ha ca DN.

2.2. P DNG H THNG CRM TI TRUNG TM PHN PHI VIETTEL:


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Thng 6/2011, Trung tm Phn phi Viettel (Viettel Distribution Center) trin khaixong h thng Qun l quan h KH (CRM) ni b trn ton quc. Cc v tr nhn vincng hon tt vic o to nghip v v vn hnh h thng, khai thc trit khid liu dng chung nhm nng cao hiu qu v nng sut lm vic, to li th cnhtranh.

Bt u trin khai t 1/5/2011, h thng CRM ca Trung tm phn phi Viettel cmy ch t ti H Ni. Ngi dng ti 3 min c th s dng PM web-base trn nnh iu hnh m ngun m. Phn quan trng nht hin Trung tm ng dng l khnng qun l cc c hi bn hng cho tng i l da trn d liu KH. Theo , mic hi bn hng s ng vi tng KH trong c s d liu, mi giao dch bn hng sxut pht t c hi bn hng, ri chuyn ti cc giao dch khc nh bo gi, hp ng,

phiu xut kho (theo ng quy trnh chun ca mt h thng CRM).p dng h thng CRM, ng ngha vi vic tt c cc nhn vin kinh doanh c

s hu mt kho d liu s, v lun c cp nht v KH. Vi h thng hin ti, d

liu KH v c hi bn hng c qun l tp trung v phn quyn. D , cc nhnvin c th chia s c hi bn hng, cn b qun l ch cn ng nhp PM l c thxem c tt c thng tin v nhng c hi bn hng m cc nhn vin ca mnh anglm, t l thnh cng v kt qu ca cc c hi y, rt thun li trong vic h trnhn vin gii quyt v ra cc quyt nh ph hp.

Ngoi ra, c s d liu KH c qun l chi tit s gip nhn vin c th theo div cp nht chi tit ti tng KH ca mnh, gip vic phn loi, nh gi v chm scKH c thun li hn. y l li ch m phng n qun l d liu vi cc file nl da trn Word, Excel trc y khng th c c.

Ton b nhn vin kinh doanh, k hoch kinh doanh cng nh marketing caTrung tm Phn phi Viettel c o to trc v sau khi trin khai h thng.

Nhng chng trnh o to ph hp m bo nhn vin cng nh cc phng, banc trang b kin thc v h thng nh cng dng, cch vn hnh, gip cho mingi lun c cp nht v tr nn t tin hn khi s dng.


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PHN 3: MT S GII PHP CRM CHO CC DOANH NHIP VITNAM HIN NAY

La chn gii php CRM cho DN khng n gin ch l la chn PM vi nhng tnhnng ph hp m l c mt qu trnh c xem nh l mt chin lc ca DN:

- Yu t u tin: Phng php x l. C th chia qu trnh xy dng h thng CRM lmhai giai on: la chn gii php v trin khai thc hin. Vic la chn mt gii php CRMthng c xem xt trn nhiu phng din nhng quan trng nht l: gii php phi phhp vi chin lc kinh doanh v h thng qun l hin hnh ca DN.

- Th 2: La chn phn mm (PM) CRM phi ph hp vi DN: PM phi thc s phhp vi lnh vc m DN ang hot ng. Mi lnh vc hot ng c nhng c th ring

bit, do chin lc KH cng c nhng yu cu khc nhau.- Th 3: Nhng ni dung ca CRM c th hin trong PM nh th no?. Cc cng c

ch cht ca CRM trong lnh vc: qun l (QL) trin khai tip th; QL bn hng; QL h tr

KH c mt trong PM mc no?. Chc nng x l thng k ca PM nh th no? Chcnng d bo trong nhng h QL ny c hay khng? Nu c, d bo theo phng php no vkh nng m rng, p dng cc phng php d bo khc n u?. Ni cch khc, nh snxut PM c thc s hiu CRM to ra mt sn phm p ng yu cu ca DN i vi hthng CRM.

- Th 4: Yu cu v ngun lc ca DN vic trin khai v duy tr hot ng ca PMCRM. Khng ch trin khai PM CRM mi i hi DN phi p ng c yu cu v ccngun lc cn thit nh: ti chnh, h thng h tng IT, nhn lc... m vic duy tr hot ngcng i hi rt nhiu ngun lc.

- Th 5: Kh nng tch hp ca PM i vi cc ng dng khc c ca DN. Da trndanh mc chng trnh, h qun tr d liu... m nh sn xut cung cp, DN cn xem xt khnng tch hp vi PM CRM, m bo s thay i i vi h thng CNTT ca mnh lchp nhn c.

- Th 6: Kh nng h tr cc phng thc thu thp s liu v tng tc. V d, nu DNc nhu cu s dng h thng CRM mi lc, mi ni th cn tm nhng PM c pht trinda trn nn cng ngh Web (Web-based).

- Th 7: Tnh ty bin ca PM. y, tnh ty bin ca PM khng ch l kh nng thay

i cu hnh, thay i thut ton tm kim, x l thng k m bao gm c kh nng thay icu trc ca CSDL mt mc no s p ng c nhng vn ny sinh trong thct.

Ngoi ra, nhng vn khc nh: mc phc tp trong qu trnh chuyn giao, tnh khdng, tnh bo mt, kh nng h tr ca nh cung cp... cng cn c tnh n m bohiu qu s dng PM CRM.


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KT LUNThit lp mi quan h tt p vi KH c ngha c bit quan trng i vi s thnh

cng ca mi DN nn y l vn ht sc c ch trng. Vi h thng CRM nu ccc DN u t ng n v khai thc hiu qu cc chc nng ca CRM: tp hp cc cng

tc qun l, chm sc v xy dng mi quan h gia cc khch hng v doanh nghip th DNs thc hin cc hot ng kinh doanh hiu qu nhm ti u ho li nhun v mang li stho mn cho khch hng.

Vic trin khai CRM cng khng kh khn nhng cc DN phi bit kt hp hi ha giaCRM vi vn ha, cung cch, trnh qun l kinh doanh ca DN. Nhng yu t ny cn rtyu VN. Khng nh PM k ton mang tnh cht bt buc v l yu cu ti thiu ca DN,CRM khng bt buc, n ph thuc rt nhiu vo phong cch qun l ca ngi s dng.

C th thy khng ring g Vit Nam, kh nhiu quc gia khc cng vp phi tnh trng

kh khn trong khi tip cn CRM. Tuy nhin, vi nhng g m CRM mang li v c nhngthch thc cnh tranh ca th trng m cc DN s phi i u th CRM cn c thtrng nhn nhn mt cch nghim tc. Thnh cng ca mt h thng CRM quyt nh bis quyt tm ca lnh o v nhn thc ng n ca nhn vin trong ton DN.

TI LIU THAM KHO

1. http://sugarcrmvietnam.com

2. www.crmvietnam.com

3. www.Pcworld.com.vn

4. www.pmnm.net

5. www.CRMguru.com

http://sugarcrmvietnam.com/http://www.crmvietnam.com/http://www.pcworld.com.vn/http://www.pcworld.com.vn/http://www.pmnm.net/http://www.crmguru.com/http://sugarcrmvietnam.com/http://www.crmvietnam.com/http://www.pcworld.com.vn/http://www.pmnm.net/http://www.crmguru.com/

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