"Dich Vu Khach Hang 4.0: Chia Khoa Vang Cho Su Phat Trien Ben Vung Cua Doanh Nghiep



Trong boi canh kinh doanh ngay cang canh tranh khoc liet nhu hien nay, viec so huu mot san pham/dich vu tot thoi la chua du de giu chan khach hang. Yeu to then chot quyet dinh su thanh cong va phat trien ben vung cua bat ky doanh nghiep nao chinh la dich vu khach hang. Khong chi don thuan la giai quyet khieu nai hay tra loi cau hoi, dich vu khach hang ngay nay da buoc vao ky nguyen 4.0, tro thanh mot chien luoc cot loi, dinh hinh trai nghiem va long trung thanh cua nguoi tieu dung.



Bai viet nay se di sau vao vai tro khong the thieu cua dich vu khach hang trong thoi dai so, dac biet la cach tiep can thong minh, tan tam ma nhung nen tang dich vu tien tien nhu c168 dang mang lai, giup doanh nghiep khong chi ton tai ma con vuon len manh me.



Dich Vu Khach Hang: Khong Chi La Bo Phan Ho Tro, Do La Bo Mat Cua Thuong Hieu



Nhieu nguoi van lam tuong dich vu khach hang chi la mot ""trung tam chi phi"" hay mot bo phan phan ung thu dong. Tuy nhien, quan diem nay da loi thoi. Trong ky nguyen ket noi sieu toc, moi tuong tac voi khach hang – du la mot cuoc goi, mot email, hay mot binh luan tren mang xa hoi – deu la mot co hoi de cung co hoac huy hoai danh tieng thuong hieu.



1. Tac Dong Truc Tiep Den Long Trung Thanh



Khach hang ngay nay co qua nhieu lua chon. Ho san sang tra nhieu hon cho nhung thuong hieu mang lai trai nghiem tuyet voi. Nghien cuu da chi ra rang, mot trai nghiem dich vu khach hang xuat sac co suc manh giu chan khach hang gap nhieu lan so voi viec giam gia san pham. Khi khach hang cam thay duoc lang nghe, duoc ton trong va van de cua ho duoc giai quyet nhanh chong, ho se tro thanh nhung ""dai su thuong hieu"" tu nguyen, gioi thieu ban be va nguoi than.



2. Du Lieu Quy Gia Tu Phan Hoi



Dich vu khach hang la tai mat cua doanh nghiep. Ho la nhung nguoi tiep xuc truc tiep va thuong xuyen nhat voi nhung diem dau (pain points) va nhu cau thuc su cua thi truong. Thong qua viec ghi nhan va phan tich cac tuong tac, doanh nghiep co the thu thap du lieu vo gia de cai tien san pham, toi uu hoa quy trinh va tham chi la phat hien ra co hoi kinh doanh moi.



3. Giam Thieu Rui Ro Khung Hoang Truyen Thong



Trong thoi dai mang xa hoi, mot loi phan nan tieu cuc co the lan truyen chong mat. Dich vu khach hang chuyen nghiep, nhanh nhay co vai tro nhu mot ""bo giam xoc"" hieu qua, giup xu ly khung hoang ngay tu giai doan trung nuoc, bien nhung khach hang khong hai long thanh nhung nguoi hieu va thong cam hon.



Buoc Chuyen Minh Sang Ky Nguyen Dich Vu Khach Hang 4.0



Neu dich vu khach hang truyen thong tap trung vao viec phan ung, thi dich vu khach hang 4.0 (hay con goi la Dich vu Khach hang Thong minh) tap trung vao su chu dong, ca nhan hoa va tu dong hoa thong minh. Day chinh la noi cac nen tang cong nghe phat huy toi da suc manh.



Ca Nhan Hoa Toi Da: Khong Con La ""Mot Kich Co Cho Tat Ca""



Khach hang hien dai khong muon bi doi xu nhu mot con so. Ho mong doi doanh nghiep phai nhan ra ho la ai, lich su giao dich cua ho la gi va nhu cau cu the cua ho luc nay la gi.



Cac he thong dich vu 4.0, duoc ho tro boi AI va du lieu lon (Big Data), cho phep nhan vien ho tro truy cap ngay lap tuc vao ho so khach hang toan dien. Dieu nay giup ho dua ra giai phap khong chi chinh xac ma con phu hop voi boi canh ca nhan cua nguoi dang tuong tac. Su ca nhan hoa nay tao ra cam giac than thiet va chuyen nghiep, vuot xa ky vong thong thuong.



Su Da Kenh Lien Mach (Omnichannel): Luon Co Mat Khi Khach Hang Can



Khach hang ngay nay nhay qua lai giua cac kenh: ho bat dau bang chat tren website, chuyen sang Zalo de hoi them, va cuoi cung la goi dien thoai. Dich vu khach hang 4.0 yeu cau su lien mach nay. Du khach hang bat dau tu dau, hanh trinh ho tro phai duoc tiep noi ma khong can phai nhac lai thong tin.



Nhung nen tang quan ly quan he khach hang (CRM) tich hop va cac giai phap dich vu chuyen biet duoc thiet ke de dam bao tinh dong nhat trai nghiem tren moi diem cham.



Tu Dong Hoa Thong Minh: Giai Phong Nang Luong Con Nguoi



Tu dong hoa khong phai la thay the hoan toan con nguoi, ma la de giai phong doi ngu ho tro khoi nhung tac vu lap di lap lai, nham chan va co tinh chat thu cong.



Chatbots va AI: Xu ly 80% cac cau hoi thuong gap (FAQ) mot cach tuc thi, 24/7. Dieu nay giup giam thoi gian cho doi xuong gan bang khong.

Dinh tuyen thong minh: Phan loai yeu cau va chuyen ngay den dung chuyen gia co tham quyen nhat, giam thieu thoi gian chuyen tiep va xu ly sai.



Khi may moc dam nhan cong viec don gian, nhan vien dich vu co the tap trung vao nhung van de phuc tap, doi hoi su dong cam, tu duy phan bien va ky nang giai quyet van de cao – nhung yeu to ma chi con nguoi moi lam tot.



C168: Dinh Nghia Lai Tieu Chuan Dich Vu Khach Hang



Trong buc tranh chuyen doi so nay, cac nen tang quan ly va toi uu hoa dich vu khach hang nhu C168 dang noi len nhu nhung giai phap toan dien, giup doanh nghiep khong chi bat kip ma con dan dau xu huong. C168 khong chi la mot phan mem, ma la mot he sinh thai duoc xay dung tren triet ly dat trai nghiem khach hang lam trung tam.



1. Nen Tang Hop Nhat Moi Kenh Tuong Tac



Diem manh cot loi cua cac dich vu khach hang hien dai la kha nang tap trung du lieu. C168 duoc thiet ke de tich hop lien mach cac luong giao tiep tu email, dien thoai, mang xa hoi, live chat, cho den cac ung dung nhan tin pho bien.



Dieu nay co nghia la, mot nhan vien ho tro co the nhin thay toan bo lich su tuong tac cua khach hang (du ho da tung nhan tin qua Facebook cach day 3 thang) ngay tren mot man hinh duy nhat. Su hop nhat nay loai bo su phien toai cho khach hang va tang hieu suat lam viec len dang ke cho doi ngu ho tro.



2. Tang Toc Do Phan Hoi Voi Tinh Nang AI Tien Tien



Thoi gian la tien bac, va trong dich vu khach hang, thoi gian cho doi dong nghia voi su mat mat long tin. C168 ap dung cac cong cu AI de:



Phan tich cam xuc (Sentiment Analysis): He thong co the nhanh chong nhan dien muc do buc xuc hoac hai long cua khach hang qua ngon ngu ho su dung. Nhung truong hop co dau hieu tieu cuc cao se duoc uu tien xu ly ngay lap tuc (Escalation Management).

De xuat tra loi thong minh: Dua tren du lieu lich su va co so tri thuc noi bo, he thong dua ra cac goi y cau tra loi chuan xac cho nhan vien, rut ngan thoi gian soan thao va dam bao tinh nhat quan ve mat thong diep.



3. Xay Dung Co So Tri Thuc Tu Dong Va Chu Dong



Dich vu khach hang chu dong la khi ban giai quyet van de truoc khi khach hang kip nhan ra minh co van de. C168 ho tro doanh nghiep xay dung mot kho tri thuc phong phu va de dang truy cap.



Thong qua viec theo doi cac van de thuong gap, he thong co the de xuat tu dong tao ra cac bai viet huong dan, video FAQ, hoac thong bao su co ngay tren cac kenh cong khai. Dieu nay khong chi giup khach hang tu phuc vu (self-service) hieu qua hon ma con giam tai dang ke cho tong dai vien.



4. Do Luong Hieu Suat Tren Co So Trai Nghiem



Mot he thong dich vu khach hang tot can phai di doi voi kha nang do luong chinh xac. C168 cung cap cac cong cu phan tich chuyen sau giup quan ly theo doi cac chi so quan trong:



CSAT (Customer Satisfaction Score): Muc do hai long sau moi lan tuong tac.

NPS (Net Promoter Score): Kha nang khach hang gioi thieu thuong hieu.

FCR (First Contact Resolution): Ty le giai quyet van de ngay trong lan lien he dau tien.



Viec do luong khong chi dung lai o so lieu thong ke; no cung cap cai nhin sau sac ve hieu suat cua tung nhan vien, tung kenh, tu do giup doanh nghiep lien tuc toi uu hoa quy trinh dao tao va van hanh.



Chien Luoc Trien Khai Dich Vu Khach Hang 4.0 Hieu Qua



Viec ap dung cong nghe la can thiet, nhung de dich vu khach hang thuc su cat canh, can co mot chien luoc nhan su va quy trinh ro rang.



1. Dao Tao Nhan Su Cho Vai Tro Moi



Khi cong nghe ganh vac cac nhiem vu don gian, nhan vien dich vu can duoc nang cap ky nang. Ho khong con la nguoi ghi chep hay tra loi tin nhan mau. Ho tro thanh:



Chuyen gia giai quyet van de phuc tap: Can ky nang phan tich sau sac va kha nang dua ra cac giai phap sang tao ngoai khuon kho.

Dai su thuong hieu: Moi tuong tac la co hoi de the hien van hoa va gia tri cua cong ty.

Nguoi quan ly moi quan he: Su dung du lieu ca nhan hoa de xay dung su tin tuong lau dai.



Dau tu vao dao tao ky nang mem (soft skills) nhu su dong cam, kien nhan va giao tiep phi ngon ngu qua van ban la cuc ky quan trong.



2. Thiet Lap Quy Trinh ""Human-in-the-Loop""



Mac du tu dong hoa la chia khoa, tuyet doi khong nen loai bo yeu to con nguoi trong nhung tinh huong nhay cam. Quy trinh ly tuong la ""Human-in-the-Loop"":



1. AI tiep nhan va xu ly so bo: Phan loai, thu thap thong tin co ban.

2. AI xu ly cac cau hoi don gian: Tra loi tuc thoi.

3. Chuyen giao thong minh: Neu van de qua phuc tap, cam xuc tieu cuc cao, hoac khach hang yeu cau gap nguoi that, he thong phai chuyen giao ngay lap tuc cho nhan vien co trinh do phu hop nhat.



Dieu nay dam bao toc do cua may moc ket hop voi su thau hieu cua con nguoi.



3. Khuyen Khich Van Hoa Lay Khach Hang Lam Trung Tam (Customer-Centric Culture)



Dich vu khach hang khong phai la ""san choi"" rieng cua mot bo phan. Tu bo phan san xuat, marketing, den lanh dao cap cao, moi nguoi deu phai hieu rang su thanh cong cua cong ty phu thuoc vao su hai long cua khach hang.



Cac he thong nhu C168 giup lan toa phan hoi cua khach hang den toan bo to chuc. Vi du, neu nhieu khach hang phan nan ve mot loi phan mem cu the, bo phan phat trien san pham can nhan duoc thong tin nay ngay lap tuc, thay vi phai cho doi bao cao hang thang.



Nhung Thach Thuc Thuong Gap Khi Chuyen Doi So Dich Vu



Viec chuyen doi sang mo hinh 4.0 khong phai luc nao cung suon se. Doanh nghiep can nhan dien va chuan bi cho nhung rao can sau:



1. Rao Can Du Lieu va Tich Hop He Thong Cu



Nhieu doanh nghiep lon van dang van hanh tren cac he thong cu ky, phan manh. Viec ket noi du lieu khach hang tu cac silo khac nhau (sales, marketing, dich vu) vao mot nen tang thong nhat (nhu C168) la mot thach thuc lon ve mat ky thuat va chi phi.



Giai phap la trien khai theo giai doan (phased rollout), tap trung tich hop nhung kenh mang lai luu luong truy cap cao nhat truoc.



2. Su Khang Cu Tu Nhan Vien



Nhan vien co the lo ngai rang AI se thay the cong viec cua ho, hoac ho cam thay kho khan khi phai lam quen voi cong nghe moi. Dieu quan trong la truyen dat ro rang rang cong nghe la cong cu ho tro, giup cong viec cua ho tro nen y nghia va it ap luc hon.



3. Quan Ly Ky Vong Cua Khach Hang



Khi doanh nghiep quang cao kha nang ho tro 24/7 qua chatbot, khach hang se ky vong moi thu deu phai duoc giai quyet ngay lap tuc. Neu he thong tu dong khong hoat dong hieu qua, su that vong se con lon hon. Can phai truyen thong ro rang ve gioi han cua AI va thoi gian phan hoi du kien cho cac yeu cau phuc tap.



Ket Luan: Dau Tu Vao Dich Vu Khach Hang La Dau Tu Vao Tuong Lai



Dich vu khach hang 4.0 khong con la mot lua chon xa xi, ma la mot yeu cau song con. No la cau noi ben vung nhat giua san pham va nguoi tieu dung. Nhung nen tang toan dien, thong minh nhu C168 dang cung cap bo cong cu can thiet de cac doanh nghiep hien dai hoa trai nghiem nay – bien nhung tuong tac don le thanh tai san gia tri lau dai.



Trong the gioi so, khach hang khong chi mua san pham, ho mua trai nghiem va su tin cay. Va chinh chat luong dich vu khach hang ma ban cung cap se quyet dinh lieu ban co giu duoc su tin cay do hay khong. Hay dau tu vao dich vu, vi do la khoan dau tu co ty suat loi nhuan cao nhat cho su phat trien ben vung cua doanh nghiep ban."

Xem them: quen mat khau tai khoan c168