1. Gii thiu chung v CRM CRM ( customer relationship management: Qun l mi quan h khch hng) l chin lc ca cc cng ty trong vic pht trin quan h gn b vi khch hng qua nghin cu, tm hiu k lng nhu cu v thi quen ca khch hng, tip cn v giao tip vi khch hng mt cch c h thng v hiu qu, qun l cc thng tin ca khch hng nh thng tin v ti khon, nhu cu, lin lc... nhm phc v khch hng tt hn. Thng qua h thng quan h khch hng, cc thng tin ca khch hng s c cp nht v c lu tr trong h thng qun l c s d liu. Nh mt cng c d tm d liu c bit, doanh nghip c th phn tch, hnh thnh danh sch khch hng tim nng v lu nm ra nhng chin lc chm sc khch hng hp l. Ngoi ra, doanh nghip cn c th x l cc vn vng mc ca khch hng mt cch nhanh chng v hiu qu. 2. c im chung ca CRM CRM l mt chin lc c thit k theo tng doanh nghip khc nhau qun l mi quan h vi khch hng hay nh cung cp ca t chc mt cch hiu qu hn, tng bc nng cao s pht trin ca doanh nghip trong tng lai. Xt theo mt vi kha cnh no CRM c nhng c im sau: Nhu cu ca khch hng Mt doanh nghip th khng th no nhn bit v nm ton b nhu cu thc t ca khch hng. Do , tht l cn thit xem li nhng g khch hng thch v khng thch, l nhng nhu cu thc t, kh c bit v phi c u tin. Nhn chung, nhng nhu cu thc t ca khch hng bin dng khng ngng, l im kh khn doanh nghip c th p ng c nhu cu khch hng mt cch hiu qu v duy tr phng thc trong mt khong thi gian di. Phn hi khch hng Phn hi khch hng l mt hnh ng, hot ng hay biu hin thi , c ch ca khch hng i vi mt t chc hay sn phm dch v ca t chc . Nhn thy v gii quyt tt s phn hi ca khch hng l cha kha cho s pht trin bn vng ca mt doanh nghip trong tng lai. ng thi, nm bt tt s phn hi ca khch hng s gip doanh nghip hiu ng v khch hng v th trng hn, t a ra cc sn phm, dch v hay gii php tt v ph hp hn vi nhu cu ca khch hng, th trng. Ni cch khc, nh cung cp no tr li chnh xc nht v nhanh nht s phn hi ca khch hng th nhanh chng t c lng tin v s tha mn t h. S hi lng ca khch hng hi lng ca khch hng l mt khi nim o lng c lin quan n s mong i ca khch hng, trn c s kt hp v o lng hai tiu thc NHU CU & PHN HI ca khch hng v sn phm v cng ty ca bn. Trong mi trng kinh doanh cnh tranh ngy hm nay, s hi lng ca khch hng l mt yu t rt quan trng to nn s khc bit trn con ng pht trin v chin lc ca cng ty. Do , cng t c v nng cao hi lng ca khch hng th cng ty ca bn cng pht trin, cnh tranh tt hn v ngy cng c nhiu khch hng hn. trung thnh ca khch hng - trung thnh ca khch hng m mt khuynh hng ca khch hng th hin s gn b vi doanh nghip bn mt cch lu di, thng xuyn giao dch v mua hng ha dch v ca bn. iu ny thng thy r hn khi khch hng ca bn rt tha mn, hi lng v cng ty ca bn v sn sng quay tr li mua thm ln na sn phm, dch v hay bt k chng trnh mi no m cng ty bn a ra. Duy tr trung thnh ca khch hng l mt kha cnh rt quan trng ca mt t chc v

thc hin tt bn nn tp trung trn vic lm hi lng, tha mn khch hng hin ti ca bn. V th, c th ni trung thnh ca khch hng l mt kha cnh nh hng ca CRM v lun lun l mt mu cht thit yu cho s thnh cng ca t chc. Gi chn khch hng - Gi chn khch hng l mt chin lc rt quan trng v cn thit doanh nghip c cc bin php duy tr, to khch hng trung thnh, khng khch hng hin ti ca cng ty mnh chuyn sang mua hng v s dng dch v ca nh cung cp khc. Thng thng, khch hng trung thnh lun c mt xu hng c nhu cu s dng sn phm, dch v t c bn n i hi nng cao hay yu cu gii php nh cung cp a ra phi tht s hon thin hn. Mt khch hng rt ngi thay i sang s dng mt sn phm ca nh cung cp khc, do , cng ty ca bn khng c l do no m khng thc hin cc chin lc gi chn khch hng ca mnh, nng cao gi tr thng hiu, sn phm, nhn bit v gi tr tiu dng cho thng ca mnh. Li than phin ca khch hng - Lun lun tn ti nhiu thch thc cho cc nh cung cp x l nhng phn nn pht sinh t khch hng ca mnh. Thng thng khi khch hng phn nn l biu hin cho s khng hi lng v cng ty v sn phm ca bn. C rt nhiu l do khch hng phn nn v cng ty ca bn, c th l li phn nn tht th hoc l do s hiu sai ca khch hng v sn phm & dch v cng ty. Cng vic x l cc phn nn hay khiu ni ca khch hng v cng ty l mt cng vic ht sc quan trng i vi bt k t chc no. Chnh v th vic x l khiu ni khch hng rt thit yu nm trong mt quy trnh CRM ca cng ty c th x tt v ng lc cc khiu ni ca cc thng ban cho. Dch v khch hng - Trong mt t chc dch v khch hng l quy trnh chuyn ti cc thng tin v dch v c lin quan n tt c nhng sn phm v nhn hng ca cng ty. S tha mn khch hng ph thuc chnh vo cht lng dch v cung cp n khch hng ca mt nh cung cp. T chc khng ch sn lc, cn thn n tng chi tit dch v cung cp n khch hng m cn phi duy tr, ko di trong nhng iu kin tt nht cho khch hng. Nu nh cht lng v nh hng dch v ca bn ph hp vi mong i ca khch hng th chc chn t chc ca bn s thnh cng v c hnh nh p trong mt thng . 3. Vai tr ca CRM i vi doanh nghip. CRM bao gm mt tp hp cc chc nng quan trng dnh cho kinh doanh v cc phn mm CRM h tr qun l, t ng ha hu ht cc chc nng . 3 chc nng quan trng nht ca CRM l: Qun l Kinh doanh :cung cp nhng cng c sp xp cc giai on khc nhau ca qu trnh bn hng, qun l v t ng ha nhiu cng vic c thc hin bi cc nhn vin bn hng. Phn h Qun l Kinh doanh l mt h thng theo di v ghi nhn tt c cng on trong qu trnh bn hng i vi mi khch hng tim nng, t vic khi to thng tin lin h ban u cho n khi khch hng nhn c sn phm. Nhiu phn h Qun l kinh doanh bao gm cc tnh nng qun l c hi, thit lp bng cho gi, d bo doanh s bn hng, vn chuyn hng ha, t ng ha quy trnh lm vic v sn phm tn kho. Qun l Tip th gip cho cc doanh nghip xc nh r khch hng mc tiu v to ra thng tin tip cn ban u mt cch chnh xc cho b phn bn hng. Chc nng chnh ca

phn h ny l qun l v o lng cc chin dch tip th. Ngoi ra, phn h ny cng c kh nng qun l danh sch khch hng tim nng, ti sn k qu, cc ngun lc tip th ni b. H tr v Chm sc khch hng cho php theo di v qun l cc hot ng ca dch v khch hng cng nh cc vn h tr. Dch v khch hng rt quan trng i vi nhiu doanh nghip. Nh vy, c th thy vic trin khai CRM h tr doanh nghip t khu tm kim khch hng, chm sc khch hng cho n c c khch hng trung thnh. thnh cng, doanh nghip cn ch la chn cng ngh ph hp, hun luyn o to nhn vin, t chc mi trng lm vic trong doanh nghip, v quan trng l nhn mnh vai tr trung tm ca khch hng, xy dng mi quan h tt vi khch hng. 4. Cc nh cung cp Trn th gii c kh nhiu nh cung cp gii php CRm nh: SugarCRM Inc c thnh lp nm 2004 bi John Roberts, Clint Oram v Jacob Taylor, hin ti c hn 12.000 cng ty s dng gii php ny. Salesforce.com l nh cung cp gii php qun tr trong doanh nghip tin phong ng dng cng ngh in ton m my. Tp on Microsoft vi phn mm Microsoft Dynamics CRM. Oracle l cng ty hng u trong lnh vc Qun l Ni dung Doanh nghip. Ngoi ra hin nay Vit Nam cng c mt s cng ty phn mm cung cp cc gii php CRM cho doanh nghip nh: Cng ty Phn mm HOSCO vi Phn mm qun l quan h khch hng SugarCRM c nh gi l phn mm qun l hng u, mnh m nht trong cng tc qun l vi phn khc doanh nghip va v nh. Ngoi ra, HOSCO cn cung cp phn mm Vtiger CRM c nh gi l mt trong nhng phn mm qun l quan h khch hng CRM dnh cho doanh nghip va mnh nht hin nay. Cng ty C phn Cng ngh GEN vi genCRM l gii php qun tr quan h khch hng thun Vit, c xy dng da trn nhu cu thc tin v vn ha kinh doanh ca ngi Vit Nam. Cng ty Cng ngh BIAKI vi BiakiCRM s hu nhng tnh nng mnh m nht ca cng ngh phc v ti a cho vic tc nghip, iu hnh v pht trin kinh doanh ca doanh nghip. Cng ty TNHH Gii php Phn mm CMC vi phn mm CMC.CRM h tr qu trnh iu hnh, tc nghip t khu marketing, bn hng n khu h tr sau bn hng. 5. Cc loi CRM H thng CRM thng mi l nhng h thng phn mm CRM c ng k thng hiu, c bn trn th trng theo bn quyn s dng song tc gi khng cng b m ngun v ngi s dng khng c php khai thc v sa i m ngun.

H thng CRM m ngun m l nhng h thng phn mm CRM c tc gi cung cp m ngun km theo v ngi s dng khng phi tr chi ph bn quyn mua m ngun. Ngi s dng c php can thip vo sa i m ngun to ra mt h thng CRM ph hp vi yu cu ca h. H thng CRM m ngun m c th min ph hoc c ph H thng CRM min ph gm 2 loi: - H thng CRM min ph m ngun m: l h thng phn mm CRM m ngun m c bn quyn tc gi, c giy php s dng i km vi phn mm, trong cho php ngi s dng c quyn t do s dng, t do sao chp, t do phn phi v t do nghin cu, sa i m ngun v phn phi li cc phn mm dn xut qua sa i m ngun. - H thng CRM min ph m ngun ng: l h thng phn mm CRM c tc gi cung cp min ph trn th trng nhng khng cng b m ngun v ngi s dng ch c php s dng ch khng c can thip vo m ngun So snh cc loi h thng CRM: - H thng CRM thng mi: i vi mt n v kinh doanh, li nhun l iu quan trng v v th h thng CRM thng mi vi cng ngh c kim chng, dch v trn gi s l la chn u tin m bo s an ton cho tt c cc gi tr u t. Khi p dng h thng CRM thng mi, ngi s dng s c hng dn tn tnh, c hng cch dch v chm sc khch hng, dch v sau bn chu o hn. V ng nhin tin no ca ny, gi thnh ca h thng CRM thng mi thng t hn nhiu so vi h thng CRM m ngun m. Tuy nhin, h thng CRM thng mi khin ngi s dng b l thuc vo nh cung cp v chng ta khng c php can thip vo m ngun.Chng ta khng c quyn t chnh sa h thng CRM cho ph hp vi yu cu bn thn, khng c quyn t kim tra li h thng... m lun phi nh n nh cung cp. H thng CRM thng mi thng c cc cng ty, tp on ln p dng do i hi chi ph lm t cao v s a dng ca tnh nng. - H thng CRM m ngun m: Ngi dng c quyn sa i, ci tin, pht trin, nng cp theo mt s nguyn tc chung nht nh theo iu khon quy nh trong giy php PMNM (General Public Licence GPL) m khng cn xin php ai - iu m h khng c php lm vi h thng CRM thng mi, bin i mt phn ca gi phn mm m ngun m bin chng ph hp vi nhng nhu cu ca mnh. H thng CRM m ngun m c th ti min ph trn internet hoc ch phi tr mt khon ph nh v mt t chi ph cho nhng dch v nht nh. H thng CRM m ngun m i khi an ton v ng tin cy hn bi v m ngun c ph bin rng ri gip ngi lp trnh v ngi s dng d pht hin v khc phc nhng l hng an ton trc khi chng b li dng. H thng CRM m ngun m cn gip ngi dng khng b l thuc vo nh cung cp. Chng ta c php can thip vo m ngun phm mm, t do sa cha khi c li, ci bin n cho ph hp vi yu cu bn thn. Tuy nhin dch v chm sc,hng dn, h tr khch hng khi p dng h thng CRM c th khng chu o bng phn mm ng. Ngoi ra, khi ngi s dng t sa i c th gy ra li h thng.

H thng CRM m ngun m ph hp cho hu ht cc doanh nghip bi tnh thch ng cao. Doanh nghip khng nht thit phi thit lp nhng chng trnh phn mm khng c nhiu cng dng hay khng ph hp i vi doanh nghip. - H thng CMR min ph: u im: Min ph, tuy nhin chng ta cn tr ph dch v cho nh cung cp c hng dn, h tr tt hn khi s dng v sa li h thng. Nhc im: H thng CRM min ph m ngun ng thng b gii hn tnh nng, tnh nng t hn nhiu so vi h thng CRM thng mi ca cng mt nh cung cp. H thng CRM min ph m ngun ng thng c cung cp nhm mc ch cho ngi s dng dng trc khi cn nhc quyt nh c nn b tin ra mua h thng CRM thng mi hay khng. H thng CRM min ph m ngun m cng c u nhc im nh h thng CRM m ngun m. Tuy nhin h thng CRM min ph m c th c nhiu phin bn do nhiu ngi khc nhau sa cha, pht trin, mt s phin bn s b li hoc khng tng thch vi phn mm h thng, phn mm km theo hoc cha hon chnh... V vy cn chn lc cn thn c h thng CRM tt. H thng ny thng c cc doanh nghip nh p dng bi chi ph thp v tnh nng hn ch. 6. Mt s hnh nh minh ha: H thng CRM thng mi: MISA CRM.NET do cng ty c phn MISA ra mt nm 2008

Microsoft Dynamics CRM do tp on Microsoft pht hnh

Phn mm CRM m ngun m: BIAKI CRM c pht trin bi Cng ty Cng ngh BIAKI

GEN CRM pht trin bi Cng ty C phn Cng ngh GEN.

H thng CRM min ph:

VtigerCRM