{"id":842,"date":"2021-03-16T20:54:04","date_gmt":"2021-03-16T17:54:04","guid":{"rendered":"https:\/\/hotnewsinworld.com\/vi\/loat-bai-ngan-hang-so-trong-long-ban-tay-bai-2-crm-toan-tap-cho-cmo-adtimes-vn\/"},"modified":"2021-03-16T20:54:06","modified_gmt":"2021-03-16T17:54:06","slug":"loat-bai-ngan-hang-so-trong-long-ban-tay-bai-2-crm-toan-tap-cho-cmo-adtimes-vn","status":"publish","type":"post","link":"https:\/\/hotnewsinworld.com\/vi\/loat-bai-ngan-hang-so-trong-long-ban-tay-bai-2-crm-toan-tap-cho-cmo-adtimes-vn\/","title":{"rendered":"Lo\u1ea1t b\u00e0i NG\u00c2N H\u00c0NG S\u1ed0 TRONG L\u00d2NG B\u00c0N TAY – B\u00e0i 2: CRM TO\u00c0N T\u1eacP CHO CMO – Adtimes.vn"},"content":{"rendered":"

\u0110\u00e2y l\u00e0 lo\u1ea1i b\u00e0i NG\u00c2N H\u00c0NG S\u1ed0 TRONG L\u00d2NG B\u00c0N TAY
\n\u0111\u01b0\u1ee3c vi\u1ebft b\u1edfi Mr. Nam Nguy\u1ec5n \u2013\u00a0K\u1ef9 s\u01b0 tr\u01b0\u1edfng B\u1ed9 ph\u1eadn Gi\u1ea3i ph\u00e1p t\u1ea1i Salesforce Singapore<\/p>\n

Nh\u01b0 \u1edf b\u00e0i 1 \u0111\u00e3 n\u00f3i v\u1ec1 ch\u1ee7 \u0111\u1ec1 Ng\u00e2n h\u00e0ng d\u01b0\u1edbi g\u00f3c nh\u00ecn \u1ee8ng d\u1ee5ng qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p th\u00ec \u1edf b\u00e0i th\u1ee9 2 trong lo\u1ea1t b\u00e0i s\u1ebd n\u00f3i v\u1ec1 ch\u1ee7 \u0111\u1ec1 CRM to\u00e0n t\u1eadp cho CMO.
\nNh\u1eafc l\u1ea1i kh\u00e1i ni\u1ec7m c\u01a1 b\u1ea3n: CRM bao g\u1ed3m 3 ph\u00e2n h\u1ec7 ch\u00ednh l\u00e0 Marketing, Sales v\u00e0 Service. V\u00ec v\u1eady trong m\u1ed9t doanh nghi\u1ec7p th\u00f4ng th\u01b0\u1eddng s\u1ebd c\u00f3 3 nh\u00f3m l\u00e3nh \u0111\u1ea1o: CMO (hay Marketing Director), Head of Sales (hay Sales Director) v\u00e0 CSO (hay Head of Customer Service). T\u00f4i s\u1ebd t\u00e1ch ra 3 ph\u1ea7n \u0111\u1ec3 gi\u00fap 3 nh\u00f3m l\u00e3nh \u0111\u1ea1o hi\u1ec3u v\u00e0 v\u1eadn d\u1ee5ng CRM hi\u1ec7u qu\u1ea3 nh\u1ea5t.
\nXin b\u1eaft \u0111\u1ea7u b\u1eb1ng c\u00e2u chuy\u1ec7n xoay quanh CMO.
\nNg\u00e2n h\u00e0ng t\u1ea1i Vi\u1ec7t Nam th\u01b0\u1eddng \u0111\u01b0\u1ee3c chia ra 2 kh\u1ed1i: c\u00e1 nh\u00e2n v\u00e0 doanh nghi\u1ec7p. V\u00ec t\u00ednh ch\u1ea5t kh\u00e1c bi\u1ec7t n\u00ean 2 kh\u1ed1i n\u00e0y kh\u00e1 \u0111\u1ed9c l\u1eadp. V\u00ed d\u1ee5 v\u1eeba c\u00f3 CMO cho kh\u1ed1i C\u00e1 nh\u00e2n v\u1eeba c\u00f3 CMO cho kh\u1ed1i Doanh nghi\u1ec7p. Kh\u1ed1i doanh nghi\u1ec7p th\u00ec Marketing ch\u1ee7 y\u1ebfu xoay quanh vi\u1ec7c x\u00e2y d\u1ef1ng ch\u00ednh s\u00e1ch b\u00e1n v\u00e0 s\u1ea3n ph\u1ea9m n\u00ean kh\u00f4ng c\u00f3 nhi\u1ec1u s\u1ef1 h\u01b0ng ph\u1ea5n v\u00e0 m\u00f4i tr\u01b0\u1eddng n\u0103ng \u0111\u1ed9ng nh\u01b0 nh\u00f3m C\u00e1 nh\u00e2n. Do \u0111\u00f3 trong b\u00e0i n\u00e0y t\u00f4i ch\u1ec9 t\u1eadp trung v\u00e0o CMO cho kh\u1ed1i kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n (hay c\u00f2n g\u1ecdi l\u00e0 B\u00e1n L\u1ebb).
\nTheo quan s\u00e1t, \u0111a s\u1ed1 c\u00e1c ng\u00e2n h\u00e0ng kh\u1ecfe m\u1ea1nh \u0111\u1ec1u d\u00e0nh s\u1ef1 quan t\u00e2m t\u1edbi Digital Banking trong nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y. Tuy nhi\u00ean ch\u1ecdn \u0111\u01b0\u1ee3c nh\u00e2n s\u1ef1 nh\u01b0 \u00fd l\u00e0 qu\u00e1 kh\u00f3. Ng\u01b0\u1eddi lead \u0111\u01b0\u1ee3c m\u1ea3ng Digital Banking hi\u1ec7u qu\u1ea3 c\u1ea7n h\u1ed9i \u0111\u1ee7 3 y\u1ebfu t\u1ed1: \u0111\u1ee7 t\u1ea7m l\u00e0m chi\u1ebfn l\u01b0\u1ee3c marketing, bi\u1ebft c\u00e1ch xin ng\u00e2n s\u00e1ch mua c\u00f4ng c\u1ee5 v\u00e0 bi\u1ebft s\u1eed d\u1ee5ng c\u00f4ng c\u1ee5.\u0110a ph\u1ea7n c\u00e1c ng\u00e2n h\u00e0ng ch\u1ec9 t\u00ecm \u0111\u01b0\u1ee3c ng\u01b0\u1eddi bi\u1ebft 2 ch\u1ee9 kh\u00f4ng bi\u1ebft c\u1ea3 3 y\u1ebfu t\u1ed1 tr\u00ean. V\u00ec v\u1eady t\u1edbi gi\u1edd n\u00e0y, ph\u00f2ng marketing c\u1ee7a \u0111a s\u1ed1 c\u00e1c ng\u00e2n h\u00e0ng v\u1eabn c\u1eb7m c\u1ee5i ng\u1ed3i thi\u1ebft k\u1ebf poster, flyer, c\u1eadp nh\u1eadt website, g\u1edfi mail v\u00e0 tin nh\u1eafn h\u00e0ng lo\u1ea1t (blasting), ho\u1eb7c \u0111\u1ec1u \u0111\u1ec1u thu\u00ea agency ch\u1ea1y campaign tr\u1ea3 ti\u1ec1n CPL (cost per lead).
\nC\u0169ng nh\u01b0 t\u1ea5t c\u1ea3 doanh nghi\u1ec7p kh\u00e1c, b\u1ed9 ph\u1eadn marketing c\u1ee7a ng\u00e2n h\u00e0ng l\u00e0m 2 nhi\u1ec7m v\u1ee5: Hunting (t\u00ecm kh\u00e1ch h\u00e0ng m\u1edbi) v\u00e0 Farming (Cross v\u00e0 Up selling \u0111\u1ed1i v\u1edbi nh\u00f3m kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i), sau h\u01a1n th\u00ec:
\n\u2013 Hunting: ngo\u00e0i nh\u1eefng c\u00e1ch c\u1ed5 l\u1ed7 s\u0129 nh\u01b0 mua danh s\u00e1ch kh\u00e1ch h\u00e0ng v\u1ec1 g\u1ecdi \u0111i\u1ec7n, hay kh\u00e1ch gi\u1edbi thi\u1ec7u kh\u00e1ch, hay \u0103n b\u00e1nh tr\u1ea3 ti\u1ec1n ki\u1ec3u thu\u00ea agency tr\u1ea3 CPL, th\u00ec t\u1ef1 ch\u1ea1y campaign \u0111\u1ec3 \u0111\u01b0a kh\u00e1ch v\u1ec1 landing page l\u1ea5y th\u00f4ng tin li\u00ean h\u1ec7 c\u00f3 v\u1ebb \u0111\u00e3 r\u1ea5t ti\u00ean ti\u1ebfn.
\n\u2013 Farming: l\u1ea5y danh s\u00e1ch kh\u00e1c h\u00e0ng hi\u1ec7n t\u1ea1i theo ti\u00eau ch\u00ed n\u00e0o \u0111\u00f3 m\u00e0 \u0111\u1ed9i s\u1ea3n ph\u1ea9m hay marketing ngh\u0129 ra, r\u1ed3i g\u1edfi email, SMS, push \u0111\u1ec3 hy v\u1ecdng kh\u00e1ch c\u0169 s\u1ebd mua th\u00eam.
\nNh\u01b0ng th\u1ef1c t\u1ebf kh\u00e1 ph\u0169 ph\u00e0ng l\u00e0:
\n\u2013 Sau khi c\u00f3 Lead chuy\u1ec3n qua cho \u0111\u1ed9i Sales th\u00ec \u0111\u1ed9i Marketing m\u1ea5t d\u1ea5u v\u1edbi Lead m\u00ecnh t\u1ea1o, m\u1ed7i l\u1ea7n \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 theo k\u00eanh l\u1ea1i ph\u1ea3i m\u1ea5t m\u1ea5y ng\u00e0y ch\u1ea1y qua ph\u00f2ng Sales xin s\u1ed1 li\u1ec7u.
\n\u2013 N\u1ebfu t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i th\u1ea5p th\u00ec th\u01b0\u1eddng \u0111\u1ed9i Marketing ch\u00ea Sales kh\u00f4ng follow up c\u00f2n Sales tr\u00e1ch Marketing t\u1ea1o Lead kh\u00f4ng \u0111\u1ee7 ch\u1ea5t l\u01b0\u1ee3ng. \u0110\u00e2y hay g\u1ecdi l\u00e0 h\u1ed9i ch\u1ee9ng B\u00f3ng b\u00e0n: b\u00ean n\u00e0y \u0111\u00e1nh qua r\u1ed3i b\u00ean kia \u0111\u1ee1 l\u1ea1i. Tr\u00e1i b\u00f3ng bay ra ngo\u00e0i th\u00ec do \u0111\u01b0a qua qu\u00e1 kh\u00f3 hay \u0111\u1ee1 l\u1ea1i qu\u00e1 d\u1edf?
\nN\u00ean m\u1ed9t ng\u01b0\u1eddi CMO \u0111\u1eb3ng c\u1ea5p theo ch\u1ee7 ngh\u0129a Digital kh\u00f4ng l\u00e0m nh\u01b0 tr\u00ean, h\u1ecd s\u1ebd:
\n\u2013 Ph\u00e2n bi\u1ec7t \u0111\u01b0\u1ee3c 1st party, 2nd party v\u00e0 3rd party data v\u00e0 hi\u1ec3u \u0111\u00fang gi\u00e1 tr\u1ecb c\u1ee7a n\u00f3. Ch\u1eb3ng h\u1ea1n nh\u01b0: hi\u1ec3u \u0111\u01b0\u1ee3c cookies c\u0169ng ch\u00ednh l\u00e0 ti\u1ec1n. M\u1ed7i \u0111\u1ed3ng ch\u1ea1y campaign ph\u1ea3i \u0111em v\u1ec1 kh\u00f4ng ch\u1ec9 Lead m\u00e0 c\u00f2n cookies. V\u1eady cookies c\u1ee7a h\u1ecd \u1edf \u0111\u00e2u v\u00e0 s\u1eed d\u1ee5ng nh\u01b0 th\u1ebf n\u00e0o?\u2013 Ch\u1ea1y \u0111\u01b0\u1ee3c pre-approval campaign cho m\u1ed9t s\u1ea3n ph\u1ea9m m\u00e0 t\u1ed1n ti\u1ec1n ads cho \u0111\u00fang nh\u00f3m kh\u00e1ch h\u00e0ng hi\u1ec7n h\u1eefu ch\u1ee9 kh\u00f4ng hi\u1ec3n th\u1ecb v\u00e0o nh\u00f3m ng\u01b0\u1eddi l\u1ea1.\u2013 T\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u00fang ngh\u0129a 1:1 ch\u1ee9 kh\u00f4ng ph\u1ea3i blasting email hay sms.\u2013 G\u1edfi m\u1ed9t notification Ch\u00fac m\u1eebng Sinh nh\u1eadt kh\u00e1ch h\u00e0ng b\u1eb1ng video ch\u1ee9 kh\u00f4ng ph\u1ea3i sms to\u00e0n ch\u1eef\u00a0(ki\u1ec3u v\u1eady ho\u1eb7c 1 c\u00e1ch n\u00e0o \u0111\u00f3 nhi\u1ec1u c\u1ea3m x\u00fac h\u01a1n qua digital).\u2013 T\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u00fang th\u1eddi \u0111i\u1ec3m kh\u00e1ch h\u00e0ng d\u1ec5 ch\u1ecbu nh\u1ea5t v\u1edbi k\u00eanh t\u01b0\u01a1ng t\u00e1c r\u1ebb ti\u1ec1n nh\u1ea5t.\u2013 Bi\u1ebft \u0111\u01b0\u1ee3c t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i Lead th\u00e0nh won deal tr\u00ean t\u1eebng k\u00eanh hay chi\u1ebfn d\u1ecbch b\u1ea5t k\u1ef3 khi n\u00e0o.
\nNgo\u00e0i ra, m\u1ed9t ng\u01b0\u1eddi CMO \u0111\u1eb3ng c\u1ea5p theo ch\u1ee7 ngh\u0129a digital s\u1ebd th\u01b0\u1eddng:\u2013 N\u00f3i v\u1edbi CIO l\u00e0: \u201cD\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng t\u00f4i t\u1ef1 l\u01b0u tr\u1eef v\u00e0 ph\u00e2n lo\u1ea1i \u0111\u01b0\u1ee3c, ch\u00fa ch\u1ec9 c\u1ea7n \u0111\u1ea3m b\u1ea3o Internet cho t\u00f4i th\u00f4ng su\u1ed1t, load web nhanh b\u1ea5t cmn ng\u1edd l\u00e0 ch\u00fa nh\u1eadn \u0111\u1ee7 l\u01b0\u01a1ng & th\u01b0\u1edfng\u201d.\u2013 N\u00f3i v\u1edbi Sales Director l\u00e0: \u201cTu\u1ea7n n\u00e0y Sales b\u00ean ph\u00f2ng ch\u1ecb l\u00e0m vi\u1ec7c qu\u00e1 t\u1ec7, c\u00f9ng v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng Lead nh\u01b0 tu\u1ea7n tr\u01b0\u1edbc m\u00e0 ch\u1ec9 chuy\u1ec3n \u0111\u1ed5i b\u1eb1ng 50% l\u00e0 kh\u00f4ng th\u1ec3 ch\u1ea5p nh\u1eadn\u201d.\u2013 N\u00f3i v\u1edbi CEO l\u00e0: \u201cN\u0103m nay s\u1ebfp mu\u1ed1n t\u0103ng tr\u01b0\u1edfng bao nhi\u00eau %, \u0111\u1ec3 \u0111\u00f3 em ph\u1ed1i h\u1ee3p v\u1edbi c\u00e1c b\u1ed9 ph\u1eadn lo h\u1ebft\u201d.
\n\u0110\u1ea5y, m\u1ed9t ng\u01b0\u1eddi CMO \u0111\u1eb3ng c\u1ea5p l\u00e0m vi\u1ec7c ph\u1ea3i ng\u1ea7u l\u00f2i nh\u01b0 th\u1ebf, m\u00e0 \u0111\u1ec3 c\u00f3 th\u1ebf th\u00ec CMO c\u1ee7a th\u1eddi \u0111\u1ea1i s\u1ed1 ngo\u00e0i v\u1ea5n \u0111\u1ec1 chi\u1ebfn l\u01b0\u1ee3c c\u1ea7n ph\u1ea3i bi\u1ebft s\u00e0nh, th\u00ec c\u00f2n ph\u1ea3i hi\u1ec3u v\u1ec1 MDM, DMP, CDP, CRM & t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c ch\u00fang m\u1ed9t c\u00e1ch t\u1ed1i \u01b0u nh\u1ea5t.
\nNam Nguy\u1ec5n
\nK\u1ef9 s\u01b0 tr\u01b0\u1edfng B\u1ed9 ph\u1eadn Gi\u1ea3i ph\u00e1p t\u1ea1i Salesforce Singapore
\n\u0110\u00f3n xem b\u00e0i 3: CRM to\u00e0n t\u1eadp cho Sales Director<\/p>\n

\n
\nSource link <\/a>
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\u0110\u00e2y l\u00e0 lo\u1ea1i b\u00e0i NG\u00c2N H\u00c0NG S\u1ed0 TRONG L\u00d2NG B\u00c0N TAY \u0111\u01b0\u1ee3c vi\u1ebft b\u1edfi Mr. Nam Nguy\u1ec5n \u2013\u00a0K\u1ef9 s\u01b0 tr\u01b0\u1edfng B\u1ed9 ph\u1eadn Gi\u1ea3i ph\u00e1p t\u1ea1i Salesforce Singapore Nh\u01b0 \u1edf b\u00e0i 1 \u0111\u00e3 n\u00f3i v\u1ec1 ch\u1ee7 \u0111\u1ec1 Ng\u00e2n h\u00e0ng d\u01b0\u1edbi g\u00f3c nh\u00ecn \u1ee8ng d\u1ee5ng qu\u1ea3n tr\u1ecb doanh nghi\u1ec7p th\u00ec \u1edf b\u00e0i th\u1ee9 2 trong lo\u1ea1t b\u00e0i […]<\/p>\n","protected":false},"author":2,"featured_media":843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tin-tuc-xa-hoi"],"yoast_head":"\nLo\u1ea1t b\u00e0i NG\u00c2N H\u00c0NG S\u1ed0 TRONG L\u00d2NG B\u00c0N TAY - B\u00e0i 2: CRM TO\u00c0N T\u1eacP CHO CMO - 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