{"id":11545,"date":"2024-04-18T16:17:21","date_gmt":"2024-04-18T09:17:21","guid":{"rendered":"https:\/\/arito.vn\/?p=11545"},"modified":"2024-04-18T16:17:21","modified_gmt":"2024-04-18T09:17:21","slug":"cem-la-gi-vai-tro-cua-cem-trong-qua-trinh-kinh-doanh","status":"publish","type":"post","link":"https:\/\/arito.vn\/en\/cem-la-gi-vai-tro-cua-cem-trong-qua-trinh-kinh-doanh\/","title":{"rendered":"CEM l\u00e0 g\u00ec? Vai tr\u00f2 c\u1ee7a CEM trong qu\u00e1 tr\u00ecnh kinh doanh"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">T\u1ea1i tr\u00e1i tim c\u1ee7a m\u1ecdi chi\u1ebfn l\u01b0\u1ee3c kinh doanh th\u00e0nh c\u00f4ng l\u00e0 vi\u1ec7c hi\u1ec3u r\u00f5 v\u00e0 t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m kh\u00f4ng th\u1ec3 qu\u00ean cho kh\u00e1ch h\u00e0ng. Kh\u00e1ch h\u00e0ng l\u00e0 trung t\u00e2m c\u1ee7a m\u1ecdi doanh nghi\u1ec7p, \u0111\u1ec3 t\u1ea1o ra s\u1ef1 th\u00e0nh c\u00f4ng b\u1ec1n v\u1eefng, vi\u1ec7c qu\u1ea3n l\u00fd v\u00e0 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd l\u00e0 v\u00f4 c\u00f9ng quan tr\u1ecdng. \u0110\u00f3 ch\u00ednh l\u00e0 l\u00fd do t\u1ea1i sao <\/span><a href=\"https:\/\/arito.vn\/en\/cem-la-gi-vai-tro-cua-cem-trong-qua-trinh-kinh-doanh\/\"><b>Customer Experience Management (CEM)<\/b><\/a><span style=\"font-weight: 400;\"> tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p hi\u1ec7n \u0111\u1ea1i, n\u1ed7 l\u1ef1c kh\u00f4ng ng\u1eebng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o m\u1ed7i giao ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u1ec1u \u0111em l\u1ea1i tr\u1ea3i nghi\u1ec7m tuy\u1ec7t v\u1eddi, t\u1eeb \u0111i\u1ec3m b\u00e1n h\u00e0ng cho \u0111\u1ebfn d\u1ecbch v\u1ee5 h\u1eadu m\u00e3i.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u1eady th\u00ec <\/span><b>CEM l\u00e0 g\u00ec ?<\/b><span style=\"font-weight: 400;\"> Trong th\u1ef1c t\u1ebf, vi\u1ec7c qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng s\u1ebd th\u1ef1c hi\u1ec7n nh\u01b0 th\u1ebf n\u00e0o? CEM trong qu\u00e1 tr\u00ecnh kinh doanh c\u00f3 vai tr\u00f2 v\u00e0 \u1ea3nh h\u01b0\u1edfng th\u1ebf n\u00e0o t\u1edbi doanh nghi\u1ec7p? Trong b\u00e0i vi\u1ebft n\u00e0y, h\u00e3y c\u00f9ng <\/span><b><i>Arito<\/i><\/b><span style=\"font-weight: 400;\"> t\u00ecm hi\u1ec3u nh\u00e9.\u00a0<\/span><\/p>\n<h2><b>1. CEM l\u00e0 g\u00ec?<\/b><\/h2>\n<p><b>CEM l\u00e0 g\u00ec?<\/b> <b>CEM<\/b><span style=\"font-weight: 400;\"> l\u00e0 vi\u1ebft t\u1eaft c\u1ee7a <\/span><b>Customer Experience Management<\/b><span style=\"font-weight: 400;\">. \u0110\u00e2y l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef chuy\u00ean d\u00f9ng \u0111\u1ec3 ch\u1ec9 kh\u00e1i ni\u1ec7m <\/span><b>Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/b><span style=\"font-weight: 400;\">. Qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 theo d\u00f5i, \u0111\u00e1nh gi\u00e1, ph\u00e2n t\u00edch h\u00e0nh vi, tr\u1ea3i nghi\u1ec7m v\u00e0 t\u1ea5t c\u1ea3 c\u00e1c t\u01b0\u01a1ng t\u00e1c c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac kh\u00e1c nhau v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c s\u1ea3n ph\u1ea9m.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CEM nghi\u00ean c\u1ee9u, \u0111o l\u01b0\u1eddng v\u00e0 c\u1ea3i thi\u1ec7n m\u1ecdi kh\u00eda c\u1ea1nh c\u1ee7a tr\u1ea3i nghi\u1ec7m m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 khi ti\u1ebfp x\u00fac v\u1edbi th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c s\u1ea3n ph\u1ea9m bao g\u1ed3m t\u1ea5t c\u1ea3 c\u00e1c \u0111i\u1ec3m ti\u1ebfp x\u00fac t\u1eeb qu\u1ea3ng c\u00e1o, trang web, c\u1eeda h\u00e0ng (n\u1ebfu c\u00f3), d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng, v\u00e0 c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y nh\u1eb1m gi\u00fap doanh nghi\u1ec7p t\u1eadp trung v\u00e0o nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng. CEM th\u01b0\u1eddng bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng nh\u01b0:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Nghi\u00ean c\u1ee9u kh\u00e1ch h\u00e0ng:<\/b><span style=\"font-weight: 400;\"> Thu th\u1eadp th\u00f4ng tin v\u1ec1 \u00fd ki\u1ebfn, s\u1edf th\u00edch, v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 mong mu\u1ed1n v\u00e0 nhu c\u1ea7u c\u1ee7a h\u1ecd.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Thi\u1ebft k\u1ebf tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng:<\/b><span style=\"font-weight: 400;\"> X\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 quy tr\u00ecnh \u0111\u1ec3 t\u1ea1o ra m\u1ed9t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u00edch c\u1ef1c v\u00e0 g\u1eafn k\u1ebft v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>\u0110o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t:<\/b><span style=\"font-weight: 400;\"> S\u1eed d\u1ee5ng c\u00e1c ch\u1ec9 s\u1ed1 v\u00e0 ph\u01b0\u01a1ng ph\u00e1p \u0111o l\u01b0\u1eddng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t c\u1ee7a c\u00e1c ho\u1ea1t \u0111\u1ed9ng CEM v\u00e0 x\u00e1c \u0111\u1ecbnh c\u00e1c c\u01a1 h\u1ed9i c\u1ea3i thi\u1ec7n.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ph\u1ea3n h\u1ed3i v\u00e0 c\u1ea3i ti\u1ebfn: <\/b><span style=\"font-weight: 400;\">Ph\u1ea3n h\u1ed3i v\u00e0 s\u1eeda \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c d\u1ef1a tr\u00ean d\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c \u0111\u1ec3 li\u00ean t\u1ee5c c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>K\u1ef9 thu\u1eadt s\u1ed1 h\u00f3a: <\/b><span style=\"font-weight: 400;\">S\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 s\u1ed1 v\u00e0 c\u00e1c c\u00f4ng c\u1ee5 t\u1ef1 \u0111\u1ed9ng h\u00f3a \u0111\u1ec3 cung c\u1ea5p v\u00e0 qu\u1ea3n l\u00fd tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 h\u01a1n v\u00e0 li\u00ean t\u1ee5c c\u1ea3i thi\u1ec7n.<\/span><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-11546\" src=\"https:\/\/arito.vn\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-18-at-16.13.21.png\" alt=\"cem l\u00e0 g\u00ec\" width=\"1486\" height=\"838\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Trong ng\u00e0nh CEM, m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng l\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t m\u00f4i tr\u01b0\u1eddng m\u00e0 kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y h\u00e0i l\u00f2ng, \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao, v\u00e0 th\u01b0\u1eddng xuy\u00ean quay tr\u1edf l\u1ea1i, g\u00f3p ph\u1ea7n v\u00e0o s\u1ef1 th\u00e0nh c\u00f4ng d\u00e0i l\u00e2u c\u1ee7a doanh nghi\u1ec7p. CEM gi\u00fap thu h\u1eb9p kho\u1ea3ng c\u00e1ch gi\u1eefa tr\u1ea3i nghi\u1ec7m ph\u1ecfng \u0111o\u00e1n v\u00e0 tr\u1ea3i nghi\u1ec7m th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n<h2><b>2. Vai tr\u00f2 v\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a CEM<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">D\u01b0\u1edbi s\u1ef1 c\u1ea1nh tranh kh\u1ed1c li\u1ec7t trong m\u00f4i tr\u01b0\u1eddng kinh doanh hi\u1ec7n t\u1ea1i, doanh nghi\u1ec7p c\u00e0ng c\u1ea7n c\u00f3 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c kinh doanh c\u1ed1t l\u00f5i \u0111\u1ec3 t\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh trong ng\u00e0nh. <\/span><span style=\"font-weight: 400;\">C\u00e1c doanh nghi\u1ec7p \u01b0u ti\u00ean kh\u00e1ch h\u00e0ng th\u01b0\u1eddng \u0111\u1eb7t kh\u00e1ch h\u00e0ng \u1edf trung t\u00e2m c\u1ee7a m\u1ecdi quy\u1ebft \u0111\u1ecbnh kinh doanh. H\u1ecd t\u00ecm c\u00e1ch hi\u1ec3u r\u00f5 nhu c\u1ea7u, \u00fd ki\u1ebfn, v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua nghi\u00ean c\u1ee9u v\u00e0 ph\u1ea3n h\u1ed3i, sau \u0111\u00f3 s\u1eed d\u1ee5ng th\u00f4ng tin n\u00e0y \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vi\u1ec7c \u01b0u ti\u00ean kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c kinh doanh m\u00e0 c\u00f2n l\u00e0 m\u1ed9t gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a doanh nghi\u1ec7p, gi\u00fap t\u1ea1o ra s\u1ef1 tin c\u1eady, l\u00f2ng trung th\u00e0nh v\u00e0 th\u00e0nh c\u00f4ng d\u00e0i l\u00e2u. Vai tr\u00f2 v\u00e0 t\u1ea7m quan tr\u1ecdng c\u1ee7a <\/span><b>Customer Experience Management (CEM)<\/b><span style=\"font-weight: 400;\"> trong doanh nghi\u1ec7p ng\u00e0y nay kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t vai tr\u00f2 c\u1ee7a CEM trong qu\u00e1 tr\u00ecnh kinh doanh c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>T\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ea1nh tranh: <\/b><span style=\"font-weight: 400;\">Trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh gay g\u1eaft, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh gi\u1eefa s\u1ef1 th\u00e0nh c\u00f4ng v\u00e0 th\u1ea5t b\u1ea1i c\u1ee7a m\u1ed9t doanh nghi\u1ec7p. CEM cho ph\u00e9p c\u00e1c doanh nghi\u1ec7p t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u00e1ng k\u1ec3 trong tr\u1ea3i nghi\u1ec7m mua s\u1eafm ho\u1eb7c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>T\u0103ng c\u01b0\u1eddng s\u1ef1 h\u00e0i l\u00f2ng v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng:<\/b><span style=\"font-weight: 400;\"> B\u1eb1ng c\u00e1ch cung c\u1ea5p tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u00edch c\u1ef1c v\u00e0 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a h\u1ecd m\u1ed9t c\u00e1ch t\u1ed1t nh\u1ea5t, CEM gi\u00fap t\u0103ng c\u01b0\u1eddng s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra m\u1ed9t c\u1ed9ng \u0111\u1ed3ng kh\u00e1ch h\u00e0ng trung th\u00e0nh.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>T\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 l\u1ee3i nhu\u1eadn: <\/b><span style=\"font-weight: 400;\">Kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng th\u01b0\u1eddng s\u1ebd mua h\u00e0ng nhi\u1ec1u h\u01a1n, mua h\u00e0ng l\u1ea7n sau v\u00e0 th\u1eadm ch\u00ed \u0111\u1ec1 xu\u1ea5t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 cho ng\u01b0\u1eddi kh\u00e1c. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 l\u1ee3i nhu\u1eadn cho doanh nghi\u1ec7p.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Gi\u1ea3m t\u1ef7 l\u1ec7 churn (m\u1ea5t kh\u00e1ch h\u00e0ng):<\/b><span style=\"font-weight: 400;\"> B\u1eb1ng c\u00e1ch cung c\u1ea5p m\u1ed9t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng xu\u1ea5t s\u1eafc, CEM gi\u00fap gi\u1ea3m t\u1ef7 l\u1ec7 m\u1ea5t kh\u00e1ch h\u00e0ng (churn rate), t\u1eeb \u0111\u00f3 gi\u1ea3m chi ph\u00ed t\u00e1i chi\u1ebfm kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 duy tr\u00ec m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>T\u1ea1o ra v\u0103n h\u00f3a doanh nghi\u1ec7p t\u00edch c\u1ef1c:<\/b><span style=\"font-weight: 400;\"> CEM kh\u00f4ng ch\u1ec9 l\u00e0 v\u1ec1 vi\u1ec7c c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n l\u00e0 vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t v\u0103n h\u00f3a doanh nghi\u1ec7p t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng. Khi m\u1ecdi nh\u00e2n vi\u00ean trong doanh nghi\u1ec7p \u0111\u1ec1u ch\u00fa tr\u1ecdng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, n\u00f3 t\u1ea1o ra m\u1ed9t m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c t\u00edch c\u1ef1c v\u00e0 \u0111\u1ed9ng vi\u00ean.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>D\u1ec5 d\u00e0ng qu\u1ea3n l\u00fd v\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t: <\/b><span style=\"font-weight: 400;\">CEM cung c\u1ea5p c\u00e1c c\u00f4ng c\u1ee5 v\u00e0 ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 qu\u1ea3n l\u00fd v\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t trong vi\u1ec7c cung c\u1ea5p tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1ch m\u00ecnh \u0111ang ho\u1ea1t \u0111\u1ed9ng v\u00e0 n\u01a1i c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">T\u00f3m l\u1ea1i, CEM kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c kinh doanh m\u00e0 c\u00f2n l\u00e0 y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh trong vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t doanh nghi\u1ec7p th\u00e0nh c\u00f4ng v\u00e0 b\u1ec1n v\u1eefng trong th\u1eddi \u0111\u1ea1i ng\u00e0y nay.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-11547\" src=\"https:\/\/arito.vn\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-18-at-16.14.11.png\" alt=\"cem l\u00e0 g\u00ec 2\" width=\"1488\" height=\"834\" \/><\/p>\n<h2><b>3. L\u00e0m sao \u0111\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a CEM<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u0110o l\u01b0\u1eddng \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a <\/span><b>Customer Experience Management (CEM)<\/b><span style=\"font-weight: 400;\"> l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng c\u1ee7a vi\u1ec7c th\u00fac \u0111\u1ea9y s\u1ef1 c\u1ea3i thi\u1ec7n li\u00ean t\u1ee5c v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c n\u1ed7 l\u1ef1c c\u1ee7a doanh nghi\u1ec7p \u0111ang d\u1eabn \u0111\u1ebfn k\u1ebft qu\u1ea3 t\u00edch c\u1ef1c. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 c\u00e1ch \u0111\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a CEM:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ch\u1ec9 s\u1ed1 NPS (Net Promoter Score):<\/b><span style=\"font-weight: 400;\"> NPS l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p ph\u1ed5 bi\u1ebfn \u0111\u1ec3 \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. Kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u \u0111\u00e1nh gi\u00e1 tr\u00ean m\u1ed9t thang \u0111i\u1ec3m t\u1eeb 0 \u0111\u1ebfn 10 v\u1ec1 vi\u1ec7c &#8220;B\u1ea1n s\u1ebd gi\u1edbi thi\u1ec7u c\u00f4ng ty ch\u00fang t\u00f4i cho ng\u01b0\u1eddi kh\u00e1c kh\u00f4ng?&#8221;. K\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c chia th\u00e0nh 3 nh\u00f3m:\u00a0<\/span><\/li>\n<\/ul>\n<p><b>Promoter: <\/b><span style=\"font-weight: 400;\">L\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 doanh nghi\u1ec7p v\u1edbi thang \u0111i\u1ec3m 9 \u2013 10 v\u00e0 l\u00e0 ng\u01b0\u1eddi c\u00f3 t\u1ec9 l\u1ec7 mua l\u1ea1i s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 cao nh\u1ea5t.<\/span><\/p>\n<p><b>Passive:<\/b><span style=\"font-weight: 400;\"> thu\u1ed9c nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 doanh nghi\u1ec7p \u0111i\u1ec3m 7 \u2013 8. Nh\u00f3m ng\u01b0\u1eddi n\u00e0y kh\u00f4ng ho\u00e0n to\u00e0n h\u00e0i l\u00f2ng v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m m\u00e0 \u0111\u01a1n v\u1ecb cung c\u1ea5p. Tuy nhi\u00ean h\u1ecd c\u0169ng kh\u00f4ng gh\u00e9t nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 doanh nghi\u1ec7p mang l\u1ea1i. Nh\u1eefng kh\u00e1ch h\u00e0ng n\u00e0y c\u00f3 xu h\u01b0\u1edbng r\u1eddi \u0111i khi h\u1ecd t\u00ecm th\u1ea5y s\u1ea3n ph\u1ea9m t\u1ed1t h\u01a1n.<\/span><\/p>\n<p><b>Detractors:<\/b><span style=\"font-weight: 400;\"> l\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0i l\u00f2ng v\u1edbi thang \u0111i\u1ec3m 0 \u2013 6. Th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 c\u00f3 nguy c\u01a1 m\u1ea5t kh\u00e1ch h\u00e0ng, m\u00e0 kh\u00e1ch h\u00e0ng c\u00f2n c\u00f3 th\u1ec3 g\u00e2y t\u1ed5n h\u1ea1i cho th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng c\u00e1ch chia s\u1ebb nh\u1eefng tr\u1ea3i nghi\u1ec7m x\u1ea5u, kh\u00f4ng \u0111\u01b0\u1ee3c t\u1ed1t v\u1edbi v\u1edbi doanh nghi\u1ec7p c\u00f9ng nh\u1eefng ng\u01b0\u1eddi b\u1ea1n kh\u00e1c.<\/span><\/p>\n<p><b>\u00a0NPS \u0111\u01b0\u1ee3c t\u00ednh b\u1eb1ng c\u00e1ch tr\u1eeb t\u1ef7 l\u1ec7 Detractors t\u1eeb t\u1ef7 l\u1ec7 Promoters.<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ch\u1ec9 s\u1ed1 CSAT (Customer Satisfaction Score):<\/b><span style=\"font-weight: 400;\"> CSAT l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c \u0111\u1ec3 \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng sau m\u1ed9t giao d\u1ecbch ho\u1eb7c t\u01b0\u01a1ng t\u00e1c c\u1ee5 th\u1ec3. Kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u \u0111\u00e1nh gi\u00e1 tr\u00ean m\u1ed9t thang \u0111i\u1ec3m v\u1ec1 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a h\u1ecd. K\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c t\u00ednh b\u1eb1ng t\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m c\u1ee7a kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng<\/span>.<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ch\u1ec9 s\u1ed1 CES (Customer Effort Score):<\/b><span style=\"font-weight: 400;\"> CES l\u00e0 <\/span><span style=\"font-weight: 400;\">m\u1ed9t ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 n\u1ed7 l\u1ef1c m\u00e0 kh\u00e1ch h\u00e0ng ph\u1ea3i b\u1ecf ra \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ed9t h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3, nh\u01b0 mua s\u1ea3n ph\u1ea9m, s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5, ho\u1eb7c gi\u1ea3i quy\u1ebft m\u1ed9t v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 v\u1edbi doanh nghi\u1ec7p. <\/span><span style=\"font-weight: 400;\">K\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c \u0111o b\u1eb1ng thang \u0111i\u1ec3m t\u1eeb &#8220;r\u1ea5t d\u1ec5&#8221; \u0111\u1ebfn &#8220;r\u1ea5t kh\u00f3&#8221;.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ph\u1ea3n h\u1ed3i kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u00e1nh gi\u00e1 online: <\/b><span style=\"font-weight: 400;\">Theo d\u00f5i v\u00e0 ph\u00e2n t\u00edch c\u00e1c \u0111\u00e1nh gi\u00e1 v\u00e0 ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn nh\u01b0 trang web, m\u1ea1ng x\u00e3 h\u1ed9i, v\u00e0 c\u00e1c di\u1ec5n \u0111\u00e0n th\u1ea3o lu\u1eadn \u0111\u1ec3 hi\u1ec3u \u0111\u00e1nh gi\u00e1 c\u1ee7a h\u1ecd v\u00e0 c\u1ea3i thi\u1ec7n t\u1eeb \u0111\u00f3.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ch\u1ec9 s\u1ed1 Retention Rate (T\u1ef7 l\u1ec7 duy tr\u00ec kh\u00e1ch h\u00e0ng):<\/b><span style=\"font-weight: 400;\"> \u0110o l\u01b0\u1eddng t\u1ef7 l\u1ec7 m\u00e0 kh\u00e1ch h\u00e0ng quay l\u1ea1i v\u00e0 ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a doanh nghi\u1ec7p sau m\u1ed9t kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i:<\/b><span style=\"font-weight: 400;\"> T\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i cho bi\u1ebft t\u1ef7 l\u1ec7 <\/span><span style=\"font-weight: 400;\">kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng<\/span><span style=\"font-weight: 400;\"> chuy\u1ec3n th\u00e0nh ng\u01b0\u1eddi mua h\u00e0ng. CEM c\u00e0ng hi\u1ec7u qu\u1ea3 th\u00ec t\u1ec9 l\u1ec7 n\u00e0y c\u00e0ng cao.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 l\u1ee3i nhu\u1eadn:<\/b><span style=\"font-weight: 400;\"> \u0110\u00e1nh gi\u00e1 s\u1ef1 t\u0103ng tr\u01b0\u1edfng trong doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 l\u1ee3i nhu\u1eadn v\u00e0 li\u00ean k\u1ebft ch\u00fang v\u1edbi c\u00e1c n\u1ed7 l\u1ef1c CEM \u0111\u00e3 th\u1ef1c hi\u1ec7n.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">B\u1eb1ng c\u00e1ch k\u1ebft h\u1ee3p c\u00e1c ph\u01b0\u01a1ng ph\u00e1p n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 hi\u1ec7u su\u1ea5t c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c CEM c\u1ee7a m\u00ecnh v\u00e0 \u0111\u1ec1 xu\u1ea5t c\u00e1c bi\u1ec7n ph\u00e1p c\u1ea3i thi\u1ec7n ph\u00f9 h\u1ee3p.<\/span><\/p>\n<h2><b>4. Kh\u00f3 kh\u0103n khi doanh nghi\u1ec7p x\u00e2y d\u1ef1ng CEM<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">X\u00e2y d\u1ef1ng m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh <\/span><b>Customer Experience Management (CEM)<\/b><span style=\"font-weight: 400;\"> kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t nhi\u1ec7m v\u1ee5 d\u1ec5 d\u00e0ng v\u00e0 c\u00f3 th\u1ec3 g\u1eb7p ph\u1ea3i m\u1ed9t s\u1ed1 kh\u00f3 kh\u0103n. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 kh\u00f3 kh\u0103n ph\u1ed5 bi\u1ebfn m\u00e0 c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 g\u1eb7p ph\u1ea3i khi tri\u1ec3n khai CEM:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Thu th\u1eadp d\u1eef li\u1ec7u v\u00e0 ph\u1ea3n h\u1ed3i kh\u00e1ch h\u00e0ng:<\/b><span style=\"font-weight: 400;\"> Vi\u1ec7c thu th\u1eadp th\u00f4ng tin v\u00e0 ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 g\u1eb7p kh\u00f3 kh\u0103n, \u0111\u1eb7c bi\u1ec7t l\u00e0 khi kh\u00e1ch h\u00e0ng kh\u00f4ng mu\u1ed1n ho\u1eb7c kh\u00f4ng c\u00f3 th\u1eddi gian \u0111\u1ec3 tham gia c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t ho\u1eb7c cung c\u1ea5p ph\u1ea3n h\u1ed3i.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ph\u00e2n t\u00edch d\u1eef li\u1ec7u ph\u1ee9c t\u1ea1p: <\/b><span style=\"font-weight: 400;\">D\u1eef li\u1ec7u v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 ph\u1ee9c t\u1ea1p v\u00e0 \u0111a d\u1ea1ng, t\u1eeb c\u00e1c ph\u1ea3n h\u1ed3i tr\u1ef1c ti\u1ebfp t\u1eeb kh\u00e1ch h\u00e0ng \u0111\u1ebfn d\u1eef li\u1ec7u v\u1ec1 h\u00e0nh vi tr\u00ean trang web v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i. Ph\u00e2n t\u00edch d\u1eef li\u1ec7u n\u00e0y \u0111\u1ec3 r\u00fat ra th\u00f4ng tin h\u1eefu \u00edch c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>T\u00edch h\u1ee3p h\u1ec7 th\u1ed1ng v\u00e0 d\u1eef li\u1ec7u:<\/b><span style=\"font-weight: 400;\"> C\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi th\u00e1ch th\u1ee9c t\u00edch h\u1ee3p d\u1eef li\u1ec7u t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau nh\u01b0 h\u1ec7 th\u1ed1ng CRM, h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd giao d\u1ecbch, trang web, v\u00e0 c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Thay \u0111\u1ed5i v\u0103n h\u00f3a doanh nghi\u1ec7p:<\/b><span style=\"font-weight: 400;\"> X\u00e2y d\u1ef1ng m\u1ed9t v\u0103n h\u00f3a doanh nghi\u1ec7p t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng \u0111\u00f2i h\u1ecfi s\u1ef1 thay \u0111\u1ed5i trong suy ngh\u0129 v\u00e0 h\u00e0nh vi c\u1ee7a t\u1ea5t c\u1ea3 nh\u00e2n vi\u00ean. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 g\u1eb7p ph\u1ea3i s\u1ef1 kh\u00e1ng c\u1ef1 ho\u1eb7c th\u00e1ch th\u1ee9c t\u1eeb m\u1ed9t s\u1ed1 th\u00e0nh vi\u00ean trong t\u1ed5 ch\u1ee9c.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>C\u1ea7n c\u00f3 s\u1ef1 cam k\u1ebft t\u1eeb c\u1ea5p l\u00e3nh \u0111\u1ea1o: <\/b><span style=\"font-weight: 400;\">\u0110\u1ec3 th\u00e0nh c\u00f4ng, vi\u1ec7c tri\u1ec3n khai CEM c\u1ea7n ph\u1ea3i c\u00f3 s\u1ef1 h\u1ed7 tr\u1ee3 v\u00e0 cam k\u1ebft t\u1eeb c\u1ea5p l\u00e3nh \u0111\u1ea1o cao nh\u1ea5t c\u1ee7a doanh nghi\u1ec7p. N\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 \u1ee7ng h\u1ed9 n\u00e0y, c\u00e1c n\u1ed7 l\u1ef1c CEM c\u00f3 th\u1ec3 g\u1eb7p kh\u00f3 kh\u0103n trong vi\u1ec7c thu h\u00fat ngu\u1ed3n l\u1ef1c v\u00e0 quy\u1ebft \u0111\u1ecbnh.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Chi ph\u00ed v\u00e0 ngu\u1ed3n l\u1ef1c:<\/b><span style=\"font-weight: 400;\"> Tri\u1ec3n khai v\u00e0 duy tr\u00ec m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh CEM \u0111\u00f2i h\u1ecfi \u0111\u1ea7u t\u01b0 kh\u00f4ng nh\u1ecf v\u1ec1 th\u1eddi gian, ngu\u1ed3n l\u1ef1c v\u00e0 ti\u1ec1n b\u1ea1c. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c \u0111\u1eb7c bi\u1ec7t \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p nh\u1ecf v\u00e0 doanh nghi\u1ec7p m\u1edbi.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>C\u1ea3i thi\u1ec7n li\u00ean t\u1ee5c:<\/b><span style=\"font-weight: 400;\"> Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i, do \u0111\u00f3, CEM c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt v\u00e0 c\u1ea3i thi\u1ec7n li\u00ean t\u1ee5c \u0111\u1ec3 \u0111\u00e1p \u1ee9ng c\u00e1c y\u00eau c\u1ea7u v\u00e0 mong \u0111\u1ee3i m\u1edbi c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">T\u00f3m l\u1ea1i, m\u1eb7c d\u00f9 c\u00f3 nhi\u1ec1u l\u1ee3i \u00edch, vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh CEM hi\u1ec7u qu\u1ea3 v\u1eabn \u0111\u00f2i h\u1ecfi s\u1ef1 cam k\u1ebft, n\u1ed7 l\u1ef1c v\u00e0 s\u1ef1 linh ho\u1ea1t t\u1eeb ph\u00eda doanh nghi\u1ec7p.<\/span><\/p>\n<h2><b>5. C\u00e1c b\u01b0\u1edbc x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c CEM hi\u1ec7u qu\u1ea3<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">X\u00e2y d\u1ef1ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c <\/span><b>Customer Experience Management (CEM)<\/b><span style=\"font-weight: 400;\"> hi\u1ec7u qu\u1ea3 \u0111\u00f2i h\u1ecfi m\u1ed9t qu\u00e1 tr\u00ecnh c\u1ea9n th\u1eadn v\u00e0 c\u00f3 h\u1ec7 th\u1ed1ng. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 b\u01b0\u1edbc quan tr\u1ecdng \u0111\u1ec3 b\u1ea1n c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n:<\/span><\/p>\n<h3><b>B\u01b0\u1edbc 1: N\u1eafm v\u1eefng nhu c\u1ea7u v\u00e0 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean l\u00e0 hi\u1ec3u r\u00f5 nhu c\u1ea7u, mong \u0111\u1ee3i v\u00e0 y\u00eau c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng. Nghi\u00ean c\u1ee9u v\u00e0 thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb c\u00e1c ngu\u1ed3n kh\u00e1c nhau nh\u01b0 kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng, ph\u1ea3n h\u1ed3i tr\u1ef1c ti\u1ebfp, v\u00e0 d\u1eef li\u1ec7u h\u00e0nh vi kh\u00e1ch h\u00e0ng \u0111\u1ec3 c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i v\u00e0 mong \u0111\u1ee3i c\u1ee7a h\u1ecd.<\/span><\/p>\n<h3><b>B\u01b0\u1edbc 2: X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau CEM<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">D\u1ef1a tr\u00ean th\u00f4ng tin thu th\u1eadp \u0111\u01b0\u1ee3c, x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau c\u1ee5 th\u1ec3 m\u00e0 b\u1ea1n mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u1edbi chi\u1ebfn l\u01b0\u1ee3c CEM c\u1ee7a m\u00ecnh. M\u1ee5c ti\u00eau n\u00e0y c\u00f3 th\u1ec3 l\u00e0 t\u0103ng c\u01b0\u1eddng s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng, t\u0103ng t\u1ef7 l\u1ec7 duy tr\u00ec kh\u00e1ch h\u00e0ng, hay t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 l\u1ee3i nhu\u1eadn.<\/span><\/p>\n<h3><b>B\u01b0\u1edbc 3: Ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c CEM<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">D\u1ef1a tr\u00ean m\u1ee5c ti\u00eau \u0111\u00e3 x\u00e1c \u0111\u1ecbnh, ph\u00e1t tri\u1ec3n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c CEM chi ti\u1ebft v\u00e0 c\u00f3 h\u1ec7 th\u1ed1ng. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y n\u00ean bao g\u1ed3m c\u00e1c ho\u1ea1t \u0111\u1ed9ng c\u1ee5 th\u1ec3 \u0111\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u1edf m\u1ecdi \u0111i\u1ec3m ti\u1ebfp x\u00fac v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. X\u00e2y d\u1ef1ng v\u0103n h\u00f3a doanh nghi\u1ec7p t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng, t\u1ea1o ra m\u1ed9t m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c m\u00e0 m\u1ecdi nh\u00e2n vi\u00ean \u0111\u1ec1u \u0111\u1ed3ng l\u00f2ng v\u1edbi m\u1ee5c ti\u00eau ph\u1ee5c v\u1ee5 v\u00e0 t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t c\u00f3 th\u1ec3. \u0110\u00e0o t\u1ea1o nh\u00e2n vi\u00ean v\u1ec1 quan tr\u1ecdng c\u1ee7a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 khuy\u1ebfn kh\u00edch h\u1ecd tham gia v\u00e0o vi\u1ec7c c\u1ea3i thi\u1ec7n n\u00f3.<\/span><\/p>\n<h3><b>B\u01b0\u1edbc 4: Tri\u1ec3n khai v\u00e0 th\u1ef1c thi chi\u1ebfn l\u01b0\u1ee3c CEM\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Sau khi chi\u1ebfn l\u01b0\u1ee3c \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n, tri\u1ec3n khai n\u00f3 v\u00e0o ho\u1ea1t \u0111\u1ed9ng th\u1ef1c t\u1ebf c\u1ee7a doanh nghi\u1ec7p. \u0110\u1ea3m b\u1ea3o r\u1eb1ng t\u1ea5t c\u1ea3 c\u00e1c b\u1ed9 ph\u1eadn v\u00e0 nh\u00e2n vi\u00ean \u0111\u1ec1u th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh trong chi\u1ebfn l\u01b0\u1ee3c.<\/span><\/p>\n<h3><b>B\u01b0\u1edbc 5: \u0110o l\u01b0\u1eddng v\u00e0 \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Thi\u1ebft l\u1eadp c\u00e1c ch\u1ec9 s\u1ed1 v\u00e0 ph\u01b0\u01a1ng ph\u00e1p \u0111o l\u01b0\u1eddng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c CEM. Theo d\u00f5i c\u00e1c ch\u1ec9 s\u1ed1 n\u00e0y \u0111\u1ecbnh k\u1ef3 v\u00e0 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh v\u00e0 c\u1ea3i thi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c theo th\u1eddi gian.<\/span><\/p>\n<h3><b>B\u01b0\u1edbc 6: T\u1ed1i \u01b0u h\u00f3a li\u00ean t\u1ee5c<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i, do \u0111\u00f3, chi\u1ebfn l\u01b0\u1ee3c CEM c\u0169ng c\u1ea7n \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt v\u00e0 t\u1ed1i \u01b0u h\u00f3a li\u00ean t\u1ee5c \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng n\u00f3 v\u1eabn \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u v\u00e0 mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-11548\" src=\"https:\/\/arito.vn\/wp-content\/uploads\/2024\/04\/Screenshot-2024-04-18-at-16.16.16.png\" alt=\"cem l\u00e0 g\u00ec 23\" width=\"1480\" height=\"838\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Tr\u00ean \u0111\u00e2y, <\/span><a href=\"https:\/\/arito.vn\/en\/\"><b><i>Arito<\/i><\/b><\/a><span style=\"font-weight: 400;\"> \u0111\u00e3 cung c\u1ea5p nh\u1eefng th\u00f4ng tin li\u00ean quan \u0111\u1ec3 gi\u1ea3i quy\u1ebft c\u00e1c th\u1eafc m\u1eafc c\u1ee7a qu\u00fd \u0111\u1ed9c gi\u1ea3 v\u1ec1 <\/span><b>CEM l\u00e0 g\u00ec ?<\/b> <b>Vai tr\u00f2 c\u1ee7a CEM trong qu\u00e1 tr\u00ecnh kinh doanh ?<\/b><span style=\"font-weight: 400;\"> C\u0169ng nh\u01b0 c\u00e1c c\u00e1ch \u0111\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c CEM hi\u1ec7u qu\u1ea3 cho doanh nghi\u1ec7p.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>T\u1ea1i tr\u00e1i tim c\u1ee7a m\u1ecdi chi\u1ebfn l\u01b0\u1ee3c kinh doanh th\u00e0nh c\u00f4ng l\u00e0 vi\u1ec7c hi\u1ec3u r\u00f5 v\u00e0 t\u1ea1o ra nh\u1eefng tr\u1ea3i nghi\u1ec7m kh\u00f4ng th\u1ec3 qu\u00ean cho kh\u00e1ch h\u00e0ng. Kh\u00e1ch h\u00e0ng l\u00e0 trung t\u00e2m c\u1ee7a m\u1ecdi doanh nghi\u1ec7p, \u0111\u1ec3 t\u1ea1o ra s\u1ef1 th\u00e0nh c\u00f4ng b\u1ec1n v\u1eefng, vi\u1ec7c qu\u1ea3n l\u00fd v\u00e0 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m c\u1ee7a h\u1ecd l\u00e0 v\u00f4 c\u00f9ng quan tr\u1ecdng. \u0110\u00f3 ch\u00ednh l\u00e0 l\u00fd do t\u1ea1i sao Customer Experience Management (CEM) tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p hi\u1ec7n \u0111\u1ea1i, n\u1ed7 l\u1ef1c kh\u00f4ng ng\u1eebng \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o m\u1ed7i giao ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u1ec1u \u0111em l\u1ea1i\u2026<\/p>","protected":false},"author":9,"featured_media":11546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-11545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tin-tuc"],"blocksy_meta":"","_links":{"self":[{"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/posts\/11545","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/comments?post=11545"}],"version-history":[{"count":1,"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/posts\/11545\/revisions"}],"predecessor-version":[{"id":11549,"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/posts\/11545\/revisions\/11549"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/media\/11546"}],"wp:attachment":[{"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/media?parent=11545"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/categories?post=11545"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/arito.vn\/en\/wp-json\/wp\/v2\/tags?post=11545"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}