a {"id":1959,"date":"2023-04-17T18:42:41","date_gmt":"2023-04-17T11:42:41","guid":{"rendered":"https:\/\/fsb-web.tranbang.work\/dong-luc-cx-cua-chuyen-doi-so\/"},"modified":"2023-04-17T18:42:41","modified_gmt":"2023-04-17T11:42:41","slug":"dong-luc-cx-cua-chuyen-doi-so","status":"publish","type":"post","link":"https:\/\/fsb.edu.vn\/en\/dong-luc-cx-cua-chuyen-doi-so.html","title":{"rendered":"\u201c\u0110\u1ed9ng l\u1ef1c CX\u201d c\u1ee7a chuy\u1ec3n \u0111\u1ed5i s\u1ed1"},"content":{"rendered":"

Doanh nghi\u1ec7p quy mô t\u1ea7m trung b\u1eaft \u0111\u1ea7u g\u1eb7t hái thành công t\u1eeb chuy\u1ec3n \u0111\u1ed5i s\u1ed1, c\u1ee5 th\u1ec3 là \u0111\u1ea7u t\u01b0 gia t\u0103ng tr\u1ea3i nghi\u1ec7m khách hàng (Customer Experience – CX).<\/strong><\/span><\/span><\/span> <\/p>\n

\t\"\"<\/span><\/span><\/div>\n
\tKhá thú v\u1ecb, 3\/4 th\u01b0\u01a1ng hi\u1ec7u này \u0111\u1ec1u có thành tích kinh doanh kh\u1ea3 quan trong n\u0103m 2022 g\u1eafn li\u1ec1n v\u1edbi nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng chuy\u1ec3n \u0111\u1ed5i s\u1ed1. \u1ea2nh: Quý Hòa<\/em><\/span><\/span><\/div>\n

<\/p>\n

\tBáo cáo Vietnam Customers Experience Excellence (CEE  – Cung c\u1ea5p tr\u1ea3i nghi\u1ec7m khách hàng xu\u1ea5t s\u1eafc) c\u1ee7a KPMG n\u0103m 2022 cho th\u1ea5y trong b\u1ea3ng x\u1ebfp h\u1ea1ng Top 10  có \u0111\u1ebfn 4 th\u01b0\u01a1ng hi\u1ec7u trong n\u01b0\u1edbc là PNJ, Viettel, Vietnam Airlines và Sacombank.<\/span><\/span><\/div>\n
\t <\/div>\n
\tTr\u1ea3i nghi\u1ec7m lên ngôi <\/strong><\/span><\/span><\/div>\n
\t <\/div>\n
\tKhá thú v\u1ecb, 3\/4 th\u01b0\u01a1ng hi\u1ec7u này \u0111\u1ec1u có thành tích kinh doanh kh\u1ea3 quan trong n\u0103m 2022 g\u1eafn li\u1ec1n v\u1edbi nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng chuy\u1ec3n \u0111\u1ed5i s\u1ed1. Viettel, ch\u1eb3ng h\u1ea1n, công b\u1ed1 doanh thu \u0111\u1ea1t 163.000 t\u1ec9 \u0111\u1ed3ng, l\u1ee3i nhu\u1eadn tr\u01b0\u1edbc thu\u1ebf h\u01a1n 43.000 t\u1ec9 \u0111\u1ed3ng, t\u0103ng l\u1ea7n l\u01b0\u1ee3t 6% và 3% so v\u1edbi n\u0103m 2021, \u0111\u1ed3ng th\u1eddi là m\u1ee9c lãi l\u1edbn nh\u1ea5t c\u1ee7a doanh nghi\u1ec7p này trong 5 n\u0103m tr\u1edf l\u1ea1i \u0111ây. T\u01b0\u01a1ng t\u1ef1 là tình hình kinh doanh kh\u1ea3 quan c\u1ee7a PNJ và Sacombank. N\u0103m 2022, PNJ \u0111\u1ea1t doanh thu thu\u1ea7n 33.876 t\u1ec9 \u0111\u1ed3ng (t\u0103ng 73%) và l\u1ee3i nhu\u1eadn sau thu\u1ebf 1.807 t\u1ec9 \u0111\u1ed3ng (t\u0103ng 75,6%) so v\u1edbi cùng k\u1ef3. Sacombank c\u0169ng ghi nh\u1eadn lãi tr\u01b0\u1edbc thu\u1ebf h\u01a1n 6.300 t\u1ec9 \u0111\u1ed3ng, t\u0103ng 142%.<\/span><\/span> \t<\/p>\n
\t\t\"\"<\/span><\/span><\/div>\n

\t<\/p>\n

\t\t\u0110\u1ea7u t\u01b0 CX \u0111ang g\u1eafn li\u1ec1n v\u1edbi k\u1ef3 v\u1ecdng t\u0103ng tr\u01b0\u1edfng doanh s\u1ed1 các doanh nghi\u1ec7p. Báo cáo IDC FutureScape: Worldwide Future of Customer Experience 2023 Predictions (Nh\u1eefng d\u1ef1 \u0111oán v\u1ec1 tr\u1ea3i nghi\u1ec7m khách hàng toàn c\u1ea7u) cho r\u1eb1ng ngay khi châu Á – Thái Bình D\u01b0\u01a1ng (không bao g\u1ed3m Nh\u1eadt) thoát kh\u1ecfi \u1ea3nh h\u01b0\u1edfng c\u1ee7a COVID-19 thì các v\u1ea5n \u0111\u1ec1 nh\u01b0 l\u1ea1m phát, thi\u1ebfu h\u1ee5t nhân tài và c\u0103ng th\u1eb3ng \u0111\u1ecba chính tr\u1ecb có th\u1ec3 xu\u1ea5t hi\u1ec7n vào n\u0103m 2023.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\t\u0110\u1ec3 \u0111\u1ed1i phó, các t\u1ed5 ch\u1ee9c \u0111ang phân b\u1ed5 ngân sách t\u1eeb t\u1eeb thu hút khách hàng sang tích c\u1ef1c b\u1ea3o v\u1ec7 c\u01a1 s\u1edf khách hàng hi\u1ec7n t\u1ea1i. C\u1ee5 th\u1ec3 là \u01b0u tiên \u0111\u1ea7u t\u01b0 CX vì trong th\u1eddi k\u1ef3 suy thoái kinh t\u1ebf, kh\u1ea3 n\u0103ng ph\u1ee5c h\u1ed3i kinh doanh l\u1ea5y khách hàng làm trung tâm có ngh\u0129a là các t\u1ed5 ch\u1ee9c ph\u1ea3i neo k\u1ebft qu\u1ea3 kinh doanh vào vi\u1ec7c mang l\u1ea1i giá tr\u1ecb th\u1ef1c cho khách hàng.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\t“V\u1edbi tình tr\u1ea1ng không ch\u1eafc ch\u1eafn v\u1ec1 kinh t\u1ebf v\u0129 mô \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3 khách hàng B2B và B2C, \u0111i\u1ec1u b\u1eaft bu\u1ed9c \u0111\u1ed1i v\u1edbi các t\u1ed5 ch\u1ee9c là ph\u1ea3i \u0111\u1ed3ng c\u1ea3m, b\u1ed1i c\u1ea3nh hóa và cung c\u1ea5p tr\u1ea3i nghi\u1ec7m khách hàng sâu s\u1eafc \u0111\u1ec3 phát tri\u1ec3n”<\/em>, ông Seng Keong Low, Giám \u0111\u1ed1c Nghiên c\u1ee9u, CX và Digital Native Business, IDC châu Á – Thái Bình D\u01b0\u01a1ng, cho bi\u1ebft.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tGi\u1ea3i thích v\u1ec1 s\u1ef1 tr\u1ed7i d\u1eady c\u1ee7a CX, theo ông Nguy\u1ec5n Minh Long, Giám \u0111\u1ed1c \u0110i\u1ec1u hành AKA Digital (tr\u1ef1c thu\u1ed9c Lava Group), \u0111\u01a1n v\u1ecb cung c\u1ea5p gi\u1ea3i pháp chuy\u1ec3n \u0111\u1ed5i s\u1ed1 cho các doanh nghi\u1ec7p quy mô trên 500 t\u1ec9 \u0111\u1ed3ng \u1edf Vi\u1ec7t Nam, \u0111\u1ea7u t\u01b0 chuy\u1ec3n \u0111\u1ed5i s\u1ed1 chia làm 2 nhánh là \u0111\u1ea7u t\u01b0 chuy\u1ec3n \u0111\u1ed5i s\u1ed1 ho\u1ea1t \u0111\u1ed9ng doanh nghi\u1ec7p (s\u1ed1 hóa quy trình, tài li\u1ec7u) và \u0111\u1ea7u t\u01b0 CX.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tS\u1ed1 hóa quy trình s\u1ebd ti\u1ebfn t\u1edbi h\u1ec7 th\u1ed1ng phân tích kinh doanh, phân tích thông minh. Nh\u01b0ng quan tr\u1ecdng nh\u1ea5t là khách hàng ph\u1ea3i ti\u1ebfp xúc v\u1edbi doanh nghi\u1ec7p, \u0111\u1ec3 l\u1ea1i thông tin thì h\u1ec7 th\u1ed1ng m\u1edbi có c\u01a1 s\u1edf \u0111\u1ec3 phân tích. Vì th\u1ebf, cách làm này phù h\u1ee3p v\u1edbi \u0111\u1ea7u t\u01b0 dài h\u1ea1n vì d\u1eef li\u1ec7u doanh nghi\u1ec7p c\u1ea7n \u0111\u1ee7 l\u1edbn, h\u1ec7 th\u1ed1ng m\u1edbi t\u1ef1 phân tích, \u0111\u1ec1 xu\u1ea5t k\u1ebft qu\u1ea3 và phù h\u1ee3p v\u1edbi các mô hình kinh doanh c\u1eeda hàng truy\u1ec1n th\u1ed1ng.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tTuy nhiên, trong b\u1ed1i c\u1ea3nh hành vi ng\u01b0\u1eddi s\u1eed d\u1ee5ng thay \u0111\u1ed5i vì COVID-19, h\u1ecd có th\u1ec3 t\u01b0\u01a1ng tác v\u1edbi doanh nghi\u1ec7p t\u1eeb website, m\u1ea1ng xã h\u1ed9i, kênh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, hay h\u1ec7 th\u1ed1ng c\u1eeda hàng nên c\u1ea7n các h\u1ec7 th\u1ed1ng t\u1eadp h\u1ee3p thông tin khách hàng t\u1eeb nh\u1eefng ngu\u1ed3n này. Theo PwC, n\u0103m 2022 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi Vi\u1ec7t mua hàng tr\u1ef1c tuy\u1ebfn lên \u0111\u1ebfn h\u01a1n 51 tri\u1ec7u l\u01b0\u1ee3t ng\u01b0\u1eddi, t\u1ed5ng chi tiêu cho vi\u1ec7c mua s\u1eafm tr\u1ef1c tuy\u1ebfn \u0111\u1ea1t 12,42 t\u1ec9 USD. Trong \u0111ó, có 73% cho bi\u1ebft h\u1ecd th\u01b0\u1eddng xuyên mua hàng trên các n\u1ec1n t\u1ea3ng mua s\u1eafm th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed và 59% cho bi\u1ebft h\u1ecd t\u1eebng \u0111\u1eb7t hàng ho\u1eb7c mua s\u1eafm trên các website. “Chính vì th\u1ebf, \u0111\u1ea7u t\u01b0 CX \u0111ang \u0111\u01b0\u1ee3c k\u1ef3 v\u1ecdng h\u01a1n trong b\u1ed1i c\u1ea3nh hi\u1ec7n nay”<\/em>, ông Long nói.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tAi nhanh h\u01a1n?<\/strong><\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tTuy nhiên, không ph\u1ea3i doanh nghi\u1ec7p nào c\u0169ng n\u1eafm b\u1eaft c\u01a1 h\u1ed9i này. Theo báo cáo c\u1ee7a IDC, \u0111\u1ebfn n\u0103m 2024, 50% trong t\u1ed5ng s\u1ed1 1.000 doanh nghi\u1ec7p \u1edf châu Á s\u1ebd s\u1eed d\u1ee5ng CDP (n\u1ec1n t\u1ea3ng d\u1eef li\u1ec7u khách hàng \u0111\u1ec3 tri\u1ec3n khai CX) \u0111\u1ec3 t\u01b0\u01a1ng tác v\u1edbi khách hàng theo th\u1eddi gian th\u1ef1c.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tCon s\u1ed1 này không nhi\u1ec1u. T\u01b0\u01a1ng t\u1ef1 nh\u01b0 v\u1eady, \u1edf th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam, dù xu h\u01b0\u1edbng \u0111\u1ea7u t\u01b0 CX \u0111ang lan r\u1ed9ng t\u1eeb l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, bán l\u1ebb \u0111\u1ebfn tài chính nh\u01b0ng s\u1ed1 l\u01b0\u1ee3ng doanh nghi\u1ec7p tham gia v\u1eabn khá khiêm t\u1ed1n. Theo kh\u1ea3o sát c\u1ee7a B\u1ed9 K\u1ebf ho\u1ea1ch và \u0110\u1ea7u t\u01b0 cu\u1ed1i n\u0103m 2022, 60% doanh nghi\u1ec7p tham gia kh\u1ea3o sát cho bi\u1ebft ch\u01b0a chuy\u1ec3n \u0111\u1ed5i s\u1ed1 vì rào c\u1ea3n chi phí.<\/span><\/span><\/div>\n
\t\t <\/div>\n
\t\tÔng Tr\u1ea7n Tu\u1ea5n Anh, Giám \u0111\u1ed1c T\u01b0 v\u1ea5n Chuy\u1ec3n \u0111\u1ed5i s\u1ed1 khu vi\u1ec7c mi\u1ec1n Nam c\u1ee7a Base.vn, cho bi\u1ebft dù doanh nghi\u1ec7p nhìn th\u1ea5y \u0111\u01b0\u1ee3c l\u1ee3i ích, nh\u01b0ng quá trình chuy\u1ec3n \u0111\u1ed5i s\u1ed1 quá dài, có th\u1ec3 m\u1ea5t 3-5 n\u0103m \u0111\u1ec3 hái \u0111\u01b0\u1ee3c trái ng\u1ecdt. “Khi dùng m\u1ed9t kho\u1ea3n ti\u1ec1n, t\u1ea5t nhiên là doanh nghi\u1ec7p nào c\u0169ng k\u1ef3 v\u1ecdng nh\u1eadn l\u1ea1i \u0111\u01b0\u1ee3c ngay k\u1ebft qu\u1ea3. Chuy\u1ec3n \u0111\u1ed5i s\u1ed1 c\u0169ng v\u1eady”, ông Tu\u1ea5n Anh nói. Khái quát v\u1ea5n \u0111\u1ec1 h\u01a1n, ông Long c\u1ee7a AKA Digital cho r\u1eb1ng v\u1ea5n \u0111\u1ec1 c\u1ee7a doanh nghi\u1ec7p khi \u0111\u1ea7u t\u01b0 chuy\u1ec3n \u0111\u1ed5i s\u1ed1  theo th\u1ee9 t\u1ef1 là không bi\u1ebft b\u1eaft \u0111\u1ea7u t\u1eeb \u0111âu, chi phí và quan ng\u1ea1i v\u1ec1 n\u0103ng l\u1ef1c nhân s\u1ef1.<\/span><\/span> \t\t<\/p>\n
\t\t\t\"\"<\/span><\/span><\/div>\n
\n
\t\t\t\tTrong b\u1ed1i c\u1ea3nh \u0111ó, mô hình Best of Breed (t\u1ea1m d\u1ecbch: Ch\u1ecdn gi\u1ea3i pháp t\u1ed1t nh\u1ea5t trong l\u0129nh v\u1ef1c và có th\u1ec3 k\u1ebft h\u1ee3p v\u1edbi các gi\u1ea3i pháp khác \u0111\u1ec3 t\u1ea1o thành h\u1ec7 sinh thái t\u1ed5ng th\u1ec3) \u0111ang \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn k\u1ec3 t\u1eeb sau d\u1ecbch b\u1ec7nh. Ông Long cho bi\u1ebft s\u1ef1 phát tri\u1ec3n c\u1ee7a công ngh\u1ec7 ti\u1ebfp th\u1ecb hi\u1ec7n nay hình thành các startup chuyên sâu m\u1ed7i l\u0129nh v\u1ef1c c\u1ee7a CX. \u0110i\u1ec1u này giúp doanh nghi\u1ec7p ch\u1ecdn gi\u1ea3i pháp t\u1ed1t nh\u1ea5t và \u0111\u1ea7u t\u01b0 cu\u1ed1n chi\u1ebfu thay vì \u0111\u1ea7u t\u01b0 m\u1ed9t gi\u1ea3i pháp t\u1ed5ng th\u1ec3 ngay t\u1eeb \u0111\u1ea7u.<\/span><\/span><\/div>\n
\t\t\t\t <\/div>\n
\t\t\t\tÔng Long g\u1ee3i ý v\u1edbi doanh nghi\u1ec7p bán l\u1ebb m\u1edbi b\u1eaft \u0111\u1ea7u chuy\u1ec3n lên online s\u1ebd không có d\u1eef li\u1ec7u gì v\u1ec1 khách hàng nên thu th\u1eadp d\u1eef li\u1ec7u hành vi t\u1ea1i các \u0111i\u1ec3m ch\u1ea1m trên hành trình mua hàng \u0111a kênh là c\u1ea7n thi\u1ebft, v\u1ecb v\u1eady các gi\u1ea3i pháp T\u01b0\u01a1ng tác Khách hàng (Customer Engagement) là \u01b0u tiên hàng \u0111\u1ea7u.<\/span><\/span>
\t\t\t\t <\/div>\n
\t\t\t\t\"\"<\/span><\/span><\/div>\n

\t\t\tKhi s\u1ed1 l\u01b0\u1ee3ng khách hàng và s\u1ed1 s\u1ea3n ph\u1ea9m bán online t\u0103ng lên thì doanh nghi\u1ec7p s\u1ebd có nhu c\u1ea7u tri\u1ec3n khai th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m nào phù h\u1ee3p v\u1edbi nhóm khách hàng nào và thi\u1ebft k\u1ebf giao di\u1ec7n trên website\/\u1ee9ng d\u1ee5ng nh\u01b0 th\u1ebf nào \u0111\u1ec3 t\u1ed1i \u01b0u tr\u1ea3i nghi\u1ec7m cá nhân c\u1ee7a ng\u01b0\u1eddi dùng. Lúc này vi\u1ec7c \u0111\u1ea7u t\u01b0 các gi\u1ea3i pháp th\u1eed nghi\u1ec7m và cá nhân hoá giúp t\u1ea1o ra tr\u1ea3i nghi\u1ec7m khách hàng online t\u1ed1t h\u01a1n là \u0111i\u1ec1u c\u1ea7n làm theo.<\/span><\/span><\/div>\n

\t\t\t <\/div>\n
\t\t\tSau th\u1eddi gian thâm nh\u1eadp sâu vào bán hàng \u0111a kênh, doanh nghi\u1ec7p c\u1ea7n bi\u1ebft vi\u1ec7c \u0111\u1ea7u t\u01b0 vào kênh nào \u0111em l\u1ea1i hi\u1ec7u qu\u1ea3 cao nh\u1ea5t, c\u1ea7n bi\u1ebft thi\u1ebft k\u1ebf giao di\u1ec7n và tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi dùng trên website\/\u1ee9ng d\u1ee5ng \u0111ã t\u1ed1i \u01b0u ch\u01b0a thì lúc này c\u1ea7n \u0111\u1ea7u t\u01b0 các gi\u1ea3i pháp \u0111\u1ec3 phân b\u1ed5 Marketing (Marketing Analytics). Cu\u1ed1i cùng, doanh nghi\u1ec7p s\u1ebd c\u1ea7n k\u1ebft n\u1ed1i d\u1eef li\u1ec7u khách hàng t\u1eeb kênh truy\u1ec1n th\u1ed1ng và kênh online \u0111\u1ec3 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m \u0111a kênh t\u1ed1t nh\u1ea5t, doanh nghi\u1ec7p c\u1ea7n m\u1ed9t n\u1ec1n t\u1ea3ng chung \u0111\u1ec3 l\u01b0u gi\u1eef d\u1eef li\u1ec7u khách hàng v\u1edbi kh\u1ea3 n\u0103ng truy xu\u1ea5t g\u1ea7n nh\u01b0 t\u1ee9c th\u1eddi. \u0110ó là lúc gi\u1ea3i pháp d\u1eef li\u1ec7u Khách hàng (CDP) c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0. “\u0110ây là m\u1ed9t ví d\u1ee5 v\u1ec1 \u0111\u1ea7u t\u01b0 theo mô hình Best-of-Breed.”<\/em>, ông Long nói.<\/span><\/span><\/div>\n
\t\t\tNgu\u1ed3n: NC\u0110T<\/em><\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

\t\t <\/p>\n","protected":false},"excerpt":{"rendered":"

Doanh nghi\u1ec7p quy mô t\u1ea7m trung b\u1eaft \u0111\u1ea7u g\u1eb7t hái thành công t\u1eeb chuy\u1ec3n \u0111\u1ed5i s\u1ed1, c\u1ee5 th\u1ec3 là \u0111\u1ea7u t\u01b0 gia t\u0103ng tr\u1ea3i nghi\u1ec7m khách hàng (Customer Experience – CX). 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