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DIGITAL BRANDING Xy dng thng hiu k thut s

HI, MBA

Bi 7: To dng lng trung thnh & ng h thng hiu thng qua xy dng mi quan h vi khch hng

Ni dung

Tip th mi quan h (Relationship Marketing)

Qun tr quan h khch hng (CRM)

Qun tr quan h khch hng trn mng x hi (Social CRM)

Case study: Marriott, Behr Paint

Bi tp nhm: Phc tho mt chin dch chm sc khch hng trung thnh thc hin qua email.

Tip th mi quan h khch hng

Relationship Marketing =

follow up, follow up, follow up

Gi tr dng i ca khch hng Chuyn khch hng mi thnh ngi trung thnh & ng h thng hiu

Tip th quan h khuyn khch vic gia tng s dng, mua sm lp li v s trung thnh ca khch hng.

Trc khi c mng x hi, mt doanh nghip c rt t la chn trong vic qung b thng hiu ca mnh. H ch c th s dng qung co in, v sau pht trin hn l truyn hnh. Ngy nay, vi s h tr ca nn tng mi, nhng nh tip th a thch dng mng x hi thu ht ngi dng tri nghim cc thng hiu ca h.

Mt trong s l "Tip th quan h" (relationship marketing), phng php ny kt ni khch hng vi thng hiu, thng qua cc s kin hoc qung co. Cc thng hiu u mun dng phng php ny, v tip th quan h khuyn khch vic gia tng s dng, mua sm lp li v s trung thnh ca khch hng.

Chn dung khch hng

Media

Quy trnh thit lp mi quan h vi khch hng mi

7 tng v chng trnh khch hng thn thit

S dng h thng tnh im n gin

p dng h thng cp u i khch hng ng k tham gia v sau khuyn khch mua thm hng

Yu cu mc ho n nht nh nhn u i VIP.

Chia thnh nhiu loi thnh vin vi mc u i khc nhau, hoc bn hng vi gi u i theo mc doanh s ca nm.

Xy dng cc mc li ch KHNG da trn doanh s

Lin kt vi cc i tc cung cp mt s li ch c bit (Co-branding)

T chc cc tr chi, s kin dnh ring cho h

Email Loyalty Programs Gi li cm n ng k, mua, hoc cung cp thng tin phn hi.

Gi gim gi c bit hoc phiu mua hng cho ln mua hng sau.

Nhc nh vic mua hng cha c hon thnh, cc hng sp ht hoc hng mi v => khuyn khch khch hng quay li website.

Nhc nh vic tch im, hay m s phiu gim gi, nhng u i sp ht hn.

Thng tin phn hi ca khch hng, ly kin nghin cu th trng, nh gi sn phm.

Bng cch theo di nhng g ngi dng nhp vo, tm kim v mua hng => email p ng ng s thch mua sm ca khch hng.

Thng bo giao dch: Ln u mua, ho n xc nhn giao dch, thi gian giao hng

Cng c Email Marketing

Mailchimp

IContact

Constant Contact

http://mailchimp.comhttp://www.icontact.comhttp://www.constantcontact.com/index.jsp

Mobile Loyalty Programs

Mobile Apps Mobile Coupons

Qun tr quan h khch hng (CRM)

Customer relationship marketing (CRM) is a business process in which client relationships, customer loyalty and brand value are built through marketing strategies and activities.

CRM allows businesses to develop long-term relationships with established and new customers while helping streamline corporate performance.

Cng c CRM

Salesforce

V-Tiger

Sugar CRM

Open CRM

http://www.salesforce.comhttps://www.vtiger.comhttp://www.sugarcrm.comhttp://www.opencrm.co.uk

Qun tr quan h khch hng trn mng x hi (Social CRM)

CHANGE IN THE ENTERPRISE MIND-SET

Source: Booz & Company analysis

Social CRM Involves Both Proactive Marketing, Sales, and Service and Reactive Preemption and Mitigation

Source: Booz & Company analysis

Social CRM Approach

STAGE 1

BUILDING A FOUNDATION

2

CREATING A SOCIAL IDENTITY

3

OPTIMIZING SOCIAL

EXPERIENCES

OVERARCHING CORE TASKS

Reputation management

Optimization of cross- channel experience

Ensuring context

Drawing the right attention

Implementing tracking and measurement plans, Regular review of results and application of learnings

KPIS PRECEDING NEXT STAGE

Ratio of positive reviews to Negative

Minimum rating level

Zero unaddressed mentions requiring action/make-good

Volume of content targets

Volume of contextually correct conversations/ reviews

Early testing results (likes/ comments/shares)

Growth to follower bases

Levels of participation in conversations

Brand-awareness measures and intent-to-purchase indicators

Cng c Social CRM

Fanappz

Batchbook

Jive Engage Platform

Salesforce Radian6

Sprout Social

http://fanappz.comhttp://batchbook.comhttps://www.jivesoftware.com/products-solutions/http://www.salesforce.com/marketing-cloud/overview/http://sproutsocial.com/features/social-media-crm?utm_source=google&utm_medium=cpc&utm_campaign=AS+Social+Media&utm_content=Social+CRM&utm_term=social%20crm&mkwid=sgTncpM3L_dc&pcrid=&pkw=social%20crm&pmt=p

Cu chuyn thnh cngMarriott - Nhng ci kn mu sc ti sn bayVo thng 7, sn bay Heathrow ca London pht trin mi phng tin i li mi a hnh khch t bi u vo sn bay. l nhng chic xe trng nh mt ci kn. Nhng chic kn ny c nhiu mu sc v c thng hiu ring c mt trong v ngoi. Ngoi ra, nhng chic kn cng a thng tin cho khch hng v khch sn Marriott, cng nh tin ch cc ca tng khch sn khc nhau. Chin dch ny nhm thc y cc gi "khch hng lu nm" cho du khch hng thng gia thng xuyn phi i li. Mi mu sc i din cho mt thng hiu khch sn khc nhau, v Marriott s tp trung vo vic khch hng la chn mu no. l mt cch phn tch tuyt vi da trn nhng tri nghim bt thng ca khch hng.

Sn Behr - "Thay i mu sc ni ca bn"Hng sn Behr tung ra mt chin dch gi l "Hy sn nh ca bn", trong ngi dng c th ti bc nh ngi nh ca mnh ln v "sn" cho chng nhng sc mu m Behr cung cp.

Khch hng c th cng lc ty chnh v sp xp mu sc trn trang web. Ngi dng cng c th duyt catalogue, nhp tn, hoc thm ch truy cp Inspiration Library (hin vn l mt phn ca trang web). Chin dch kt thc, nhng nhiu ngi vn cm thy thch th, v hot ng hu ch ny c v thc s thc y thng hiu sn. y l mt v d v tng qung co sng to c ch cho mt s ngnh cng nghip nh thi trang v sc p.

Bi tp nhm

Phc tho mt chin dch chm sc khch hng trung thnh thc hin qua email.

L Quang V, CEO Blue C, STORY WORLD

Th gii ngp trong mu Ta lm mt i dng xanh i k cc cu chuyn nh

V cch cuc i xng danh

Thank you!