"Trong boi canh kinh doanh canh tranh khoc liet ngay nay, viec so huu san pham tot thoi la chua du. Trai nghiem cua khach hang moi chinh la yeu to quyet dinh su thanh bai cua mot thuong hieu. Va khi noi den viec kien tao trai nghiem xuat sac, mo hinh 7M Dich Vu Khach Hang noi len nhu mot kim chi nam toan dien, giup doanh nghiep khong chi dap ung ma con vuot xa ky vong cua nguoi tieu dung. Day khong chi la mot tap hop cac quy tac kho khan, ma la mot triet ly kinh doanh sau sac, ma bat ky don vi nao muon phat trien ben vung deu can nam vung.



M1: Mindset (Tu Duy Phung Su)



Yeu to nen tang nhat cua dich vu khach hang chinh la tu duy. Doi ngu nhan vien, tu cap lanh dao den nhan vien tuyen dau, can phai co mot tu duy phung su thuc su. Dieu nay vuot xa viec chi hoan thanh nhiem vu; do la su dong cam, san long dat minh vao vi tri khach hang de thau hieu nhu cau, lo lang va mong muon cua ho. Mot tu duy dung dan se bien moi tuong tac, du la nho nhat, thanh co hoi de xay dung long tin. Khi nhan vien tin rang viec giup do khach hang la muc tieu cao nhat, chat luong dich vu se tu dong duoc nang len mot tam cao moi.



M2: Mapping (Lap Ban Do Hanh Trinh Khach Hang)



Ban khong the cai thien thu ma ban khong hieu ro. 7m ban do hanh trinh khach hang (Customer Journey Mapping) la buoc thiet yeu de hinh dung toan bo qua trinh khach hang tuong tac voi doanh nghiep, tu luc ho nhan biet san pham cho den khi mua hang va hau mai. Ban do nay giup xac dinh ro cac ""diem cham"" (touchpoints) quan trong, nhung noi khach hang co the gap kho khan (pain points) hoac cam thay hai long (moments of truth). Hieu ro ban do nay giup doanh nghiep chu dong loai bo rao can va toi uu hoa trai nghiem tai tung giai doan.



M3: Metric (Do Luong Hieu Suat)



""Cai gi khong do luong duoc thi khong quan ly duoc."" Trong dich vu khach hang, viec thiet lap cac chi so do luong (Metrics) chinh xac la vo cung quan trong. Cac chi so nhu CSAT (Muc do hai long), NPS (Chi so Nguoi ung ho rong), va dac biet la FCR (Ty le giai quyet van de ngay lan dau tien) can duoc theo doi thuong xuyen. Viec do luong khong chi giup danh gia hieu suat hien tai ma con cung cap du lieu khach quan de nhan dien cac khu vuc can cai tien dot pha.



M4: Multichannel & Omnichannel (Da Kenh va Hop Nhat Kenh)



Khach hang hien dai tuong tac qua vo so kenh: dien thoai, email, chat truc tuyen, mang xa hoi. Mo hinh Multichannel dam bao ban co mat tren cac kenh do. Tuy nhien, dieu cot loi la Omnichannel – hop nhat tat ca cac kenh nay thanh mot trai nghiem lien mach. Khach hang khong can phai lap lai thong tin khi chuyen tu Zalo sang email. Su dong bo nay tao ra cam giac chuyen nghiep va ton trong thoi gian quy bau cua khach hang.



M5: Mastery (Lam Chu San Pham va Ky Nang)



Nhan vien dich vu khach hang la bo mat cua cong ty. Ho phai dat duoc su thanh thao (Mastery) tuyet doi ve san pham/dich vu ma ho dai dien. Dong thoi, ky nang mem nhu giao tiep hieu qua, giai quyet xung dot, va quan ly cam xuc cung can duoc trau doi lien tuc thong qua cac chuong trinh dao tao chuyen sau. Khi nhan vien tu tin vao kien thuc cua minh, ho se cung cap giai phap nhanh chong va chinh xac hon, cung co niem tin cua khach hang.



M6: Mechanism (Co Che Phan Hoi va Cai Tien Lien Tuc)



Dich vu khach hang khong phai la mot diem ket thuc, ma la mot vong lap khong ngung nghi. Thiet lap mot co che thu thap va xu ly phan hoi nhanh chong la dieu kien tien quyet. Phan hoi cua khach hang (du la loi khen hay loi phan nan) phai duoc ghi nhan, phan tich va chuyen giao kip thoi den bo phan lien quan de thuc hien hanh dong khac phuc hoac cai tien. Su minh bach trong viec phan hoi lai khach hang ve nhung thay doi da thuc hien se tang cuong su gan ket.



M7: Memorability (Tao Ra Dau An Kho Phai)



Trong thi truong bao hoa, dieu khien khach hang quay lai khong chi la dich vu tot ma la trai nghiem dang nho (Memorability). Hay tim cach tao ra nhung ""khoanh khac tuyet voi"" bat ngo (delight moments). Do co the la mot mon qua nho khong mong doi, mot loi chuc ca nhan hoa, hay mot giai phap vuot qua mong doi. Nhung dau an tich cuc nay se bien khach hang hai long thanh nhung nguoi ung ho thuong hieu nhiet thanh, san long chia se cau chuyen cua ho voi nguoi khac.



Ap dung triet ly 7M dich vu khach hang khong chi la dau tu vao doi ngu ho tro ma la dau tu vao chinh su phat trien lau dai cua doanh nghiep. Khi tung chu M duoc thuc thi mot cach nghiem tuc, doanh nghiep se xay dung duoc mot phao dai vung chac trong long khach hang, bat chap moi bien dong cua thi truong."



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