{"id":13617,"date":"2024-11-08T14:58:10","date_gmt":"2024-11-08T07:58:10","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=13617"},"modified":"2024-11-20T17:22:55","modified_gmt":"2024-11-20T10:22:55","slug":"clv-la-gi","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/clv-la-gi\/","title":{"rendered":"Customer Lifetime Value (CLV) l\u00e0 g\u00ec? \u00dd ngh\u0129a v\u00e0 c\u00e1ch t\u00ednh CLV"},"content":{"rendered":"\n

Trong b\u1ed1i c\u1ea3nh c\u1ea1nh tranh kh\u1ed1c li\u1ec7t c\u1ee7a th\u1ecb tr\u01b0\u1eddng hi\u1ec7n nay, vi\u1ec7c duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i v\u1edbi kh\u00e1ch h\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n bao gi\u1edd h\u1ebft. V\u00e0 m\u1ed9t trong nh\u1eefng ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 nh\u1ea5t trong vi\u1ec7c \u0111\u00e1nh gi\u00e1 gi\u00e1 tr\u1ecb c\u1ee7a kh\u00e1ch h\u00e0ng ch\u00ednh l\u00e0 Customer Lifetime Value (CLV). V\u1eady CLV l\u00e0 g\u00ec? T\u1ea1i sao n\u00f3 l\u1ea1i quan tr\u1ecdng \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p? C\u00f9ng Base.vn<\/a> t\u00ecm hi\u1ec3u qua b\u00e0i vi\u1ebft d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n\n\n\n

1. CLV l\u00e0 g\u00ec?<\/h2>\n\n\n\n

Customer Lifetime Value (CLV)<\/strong>, hay c\u00f2n g\u1ecdi l\u00e0 gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng<\/strong>, l\u00e0 t\u1ed5ng gi\u00e1 tr\u1ecb kinh t\u1ebf m\u00e0 m\u1ed9t kh\u00e1ch h\u00e0ng mang l\u1ea1i cho doanh nghi\u1ec7p trong su\u1ed1t qu\u00e1 tr\u00ecnh h\u1ecd g\u1eafn b\u00f3 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. Thay v\u00ec ch\u1ec9 xem x\u00e9t gi\u00e1 tr\u1ecb c\u1ee7a t\u1eebng giao d\u1ecbch \u0111\u01a1n l\u1ebb, CLV t\u00ednh to\u00e1n to\u00e0n b\u1ed9 c\u00e1c giao d\u1ecbch c\u00f3 th\u1ec3 ph\u00e1t sinh trong su\u1ed1t m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 \u01b0\u1edbc l\u01b0\u1ee3ng l\u1ee3i nhu\u1eadn c\u1ee5 th\u1ec3 t\u1eeb m\u1ed7i ng\u01b0\u1eddi.<\/p>\n\n\n\n

CLV kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t ch\u1ec9 s\u1ed1 t\u00e0i ch\u00ednh m\u00e0 c\u00f2n l\u00e0 c\u00f4ng c\u1ee5 gi\u00fap c\u00e1c \u0111\u1ed9i ng\u0169 h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng, ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 h\u00e0nh tr\u00ecnh h\u1ecd \u0111i c\u00f9ng doanh nghi\u1ec7p. Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi c\u1ee7a m\u1ed9t kh\u00e1ch h\u00e0ng s\u1ebd c\u00e0ng cao khi h\u1ecd ti\u1ebfp t\u1ee5c mua s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 t\u1eeb doanh nghi\u1ec7p, g\u00f3p ph\u1ea7n l\u1edbn v\u00e0o l\u1ee3i nhu\u1eadn d\u00e0i h\u1ea1n.<\/p>\n\n\n

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\"CLV<\/figure><\/div>\n\n\n

2. T\u1ea1i sao doanh nghi\u1ec7p c\u1ea7n \u0111o l\u01b0\u1eddng ch\u1ec9 s\u1ed1 CLV?<\/h2>\n\n\n\n

\u0110o l\u01b0\u1eddng Customer Lifetime Value (CLV) gi\u00fap doanh nghi\u1ec7p nh\u00ecn nh\u1eadn ch\u00ednh x\u00e1c v\u1ec1 gi\u00e1 tr\u1ecb m\u00e0 m\u1ed7i kh\u00e1ch h\u00e0ng mang l\u1ea1i, \u0111\u1ed3ng th\u1eddi \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn v\u00e0 t\u0103ng c\u01b0\u1eddng s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. M\u1ed9t s\u1ed1 l\u1ee3i \u00edch c\u1ee5 th\u1ec3 khi doanh nghi\u1ec7p theo d\u00f5i v\u00e0 \u0111o l\u01b0\u1eddng CLV bao g\u1ed3m:<\/p>\n\n\n\n

T\u0103ng tr\u01b0\u1edfng doanh thu d\u00e0i h\u1ea1n<\/h3>\n\n\n\n

Theo d\u00f5i CLV gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u00f3ng g\u00f3p nhi\u1ec1u nh\u1ea5t v\u00e0o doanh thu, t\u1eeb \u0111\u00f3 t\u1eadp trung v\u00e0o vi\u1ec7c gi\u1eef ch\u00e2n v\u00e0 khuy\u1ebfn kh\u00edch h\u1ecd mua s\u1eafm th\u01b0\u1eddng xuy\u00ean h\u01a1n. Khi bi\u1ebft r\u00f5 gi\u00e1 tr\u1ecb c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 thi\u1ebft k\u1ebf c\u00e1c chi\u1ebfn l\u01b0\u1ee3c b\u00e1n th\u00eam (upsell) ho\u1eb7c b\u00e1n ch\u00e9o (cross-sell) ph\u00f9 h\u1ee3p \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a doanh thu t\u1eeb c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1c nhau.<\/p>\n\n\n\n

N\u00e2ng cao s\u1ef1 h\u00e0i l\u00f2ng v\u00e0 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n

CLV cung c\u1ea5p c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 h\u00e0nh vi, s\u1edf th\u00edch v\u00e0 th\u00f3i quen chi ti\u00eau c\u1ee7a kh\u00e1ch h\u00e0ng, gi\u00fap doanh nghi\u1ec7p d\u1ec5 d\u00e0ng nh\u1eadn di\u1ec7n nh\u1eefng \u0111i\u1ec3m y\u1ebfu c\u1ea7n c\u1ea3i thi\u1ec7n trong d\u1ecbch v\u1ee5 ho\u1eb7c s\u1ea3n ph\u1ea9m. N\u1ebfu CLV th\u1ea5p, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng ho\u1eb7c c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh \u01b0u \u0111\u00e3i \u0111\u1ec3 \u0111\u00e1p \u1ee9ng t\u1ed1t h\u01a1n nhu c\u1ea7u c\u1ee7a h\u1ecd, t\u1eeb \u0111\u00f3 gia t\u0103ng t\u1ef7 l\u1ec7 trung th\u00e0nh.<\/p>\n\n\n

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\"N\u00e2ng<\/figure><\/div>\n\n\n

Nh\u1eafm \u0111\u00fang kh\u00e1ch h\u00e0ng l\u00fd t\u01b0\u1edfng<\/h3>\n\n\n\n

B\u1eb1ng c\u00e1ch ph\u00e2n t\u00edch gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb cao nh\u1ea5t \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 t\u0103ng c\u01b0\u1eddng hi\u1ec7u qu\u1ea3 ti\u1ebfp c\u1eadn m\u00e0 c\u00f2n t\u1ed1i \u01b0u h\u00f3a ngu\u1ed3n l\u1ef1c, t\u1eadp trung v\u00e0o c\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng mang l\u1ea1i l\u1ee3i nhu\u1eadn l\u1edbn nh\u1ea5t.<\/p>\n\n\n\n

Gi\u1ea3m chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi<\/h3>\n\n\n\n

Chi ph\u00ed \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i th\u01b0\u1eddng th\u1ea5p h\u01a1n so v\u1edbi vi\u1ec7c t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng m\u1edbi. CLV h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p t\u1eadp trung ngu\u1ed3n l\u1ef1c v\u00e0o vi\u1ec7c duy tr\u00ec m\u1ed1i quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, t\u1eeb \u0111\u00f3 gi\u1ea3m thi\u1ec3u chi ph\u00ed ti\u1ebfp th\u1ecb v\u00e0 t\u0103ng c\u01b0\u1eddng s\u1ef1 trung th\u00e0nh. Khi kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng, h\u1ecd kh\u00f4ng ch\u1ec9 ti\u1ebfp t\u1ee5c mua s\u1eafm m\u00e0 c\u00f2n c\u00f3 th\u1ec3 gi\u1edbi thi\u1ec7u cho ng\u01b0\u1eddi kh\u00e1c, t\u1ea1o ra gi\u00e1 tr\u1ecb lan t\u1ecfa t\u00edch c\u1ef1c.<\/p>\n\n\n\n

\u0110\u01a1n gi\u1ea3n h\u00f3a d\u1ef1 b\u00e1o t\u00e0i ch\u00ednh<\/h3>\n\n\n\n

V\u1edbi ch\u1ec9 s\u1ed1 CLV, doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00f3 c\u00e1i nh\u00ecn r\u00f5 r\u00e0ng v\u1ec1 d\u00f2ng ti\u1ec1n trong t\u01b0\u01a1ng lai, gi\u00fap \u0111\u01b0a ra d\u1ef1 b\u00e1o v\u1ec1 doanh thu m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c h\u01a1n. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 h\u1ed7 tr\u1ee3 qu\u1ea3n tr\u1ecb t\u00e0i ch\u00ednh<\/a> m\u00e0 c\u00f2n gi\u00fap doanh nghi\u1ec7p c\u00f3 k\u1ebf ho\u1ea1ch d\u00e0i h\u1ea1n v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 t\u1ed3n kho, ngu\u1ed3n nh\u00e2n l\u1ef1c v\u00e0 n\u0103ng l\u1ef1c s\u1ea3n xu\u1ea5t.<\/p>\n\n\n\n

C\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5<\/h3>\n\n\n\n

CLV gi\u00fap doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb th\u1ef1c s\u1ef1 m\u00e0 s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 mang l\u1ea1i cho kh\u00e1ch h\u00e0ng. D\u1ef1a tr\u00ean c\u00e1c ph\u00e2n t\u00edch t\u1eeb CLV, doanh nghi\u1ec7p c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n nh\u1eefng \u0111i\u1ec3m c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh ho\u1eb7c c\u1ea3i ti\u1ebfn, \u0111\u00e1p \u1ee9ng nhu c\u1ea7u kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch t\u1ed1t h\u01a1n, gia t\u0103ng s\u1ef1 h\u00e0i l\u00f2ng v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng l\u00e2u d\u00e0i.<\/p>\n\n\n\n

Nh\u00ecn chung, CLV l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 quan tr\u1ecdng trong vi\u1ec7c gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u h\u00f3a l\u1ee3i nhu\u1eadn t\u1eeb kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i, \u0111\u1ed3ng th\u1eddi n\u00e2ng cao hi\u1ec7u qu\u1ea3 trong chi\u1ebfn l\u01b0\u1ee3c kinh doanh v\u00e0 ti\u1ebfp th\u1ecb d\u00e0i h\u1ea1n.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam:<\/strong> Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 g\u00ec? C\u00e1ch x\u00e1c \u0111\u1ecbnh v\u00e0 ph\u00e2n t\u00edch ch\u00ednh x\u00e1c<\/a><\/p>\n\n\n\n

3. C\u00e1ch t\u00ednh gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng <\/h2>\n\n\n\n

3.1 C\u00f4ng th\u1ee9c t\u00ednh gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng<\/h3>\n\n\n\n

\u0110\u1ec3 t\u00ednh gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng (Customer Lifetime Value – CLV), b\u1ea1n c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00f4ng th\u1ee9c sau, trong \u0111\u00f3 nh\u00e2n ba y\u1ebfu t\u1ed1: gi\u00e1 tr\u1ecb mua h\u00e0ng trung b\u00ecnh, t\u1ea7n su\u1ea5t mua h\u00e0ng trung b\u00ecnh v\u00e0 tu\u1ed5i th\u1ecd trung b\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

CLV = CV \u00d7 ACL<\/strong><\/p>\n\n\n\n

Trong \u0111\u00f3:<\/p>\n\n\n\n