{"id":22199,"date":"2025-09-20T11:11:38","date_gmt":"2025-09-20T04:11:38","guid":{"rendered":"https:\/\/base.vn\/blog\/?p=22199"},"modified":"2025-10-01T16:15:20","modified_gmt":"2025-10-01T09:15:20","slug":"mo-hinh-rater","status":"publish","type":"post","link":"https:\/\/base.vn\/blog\/mo-hinh-rater\/","title":{"rendered":"M\u00f4 h\u00ecnh RATER l\u00e0 g\u00ec? C\u00e1ch ph\u00e2n t\u00edch v\u00e0 \u1ee9ng d\u1ee5ng hi\u1ec7u qu\u1ea3 trong doanh nghi\u1ec7p"},"content":{"rendered":"\n

Ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t gi\u00fap doanh nghi\u1ec7p gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng v\u00e0 n\u00e2ng cao l\u1ee3i th\u1ebf c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110\u1ec3 \u0111o l\u01b0\u1eddng v\u00e0 c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, c\u00e1c doanh nghi\u1ec7p ng\u00e0y nay th\u01b0\u1eddng d\u00f9ng \u0111\u1ebfn m\u1ed9t c\u00f4ng c\u1ee5, g\u1ecdi l\u00e0 M\u00f4 h\u00ecnh RATER. V\u1eady th\u1ef1c ch\u1ea5t th\u00ec m\u00f4 h\u00ecnh RATER l\u00e0 g\u00ec?<\/strong> N\u00f3 \u0111o l\u01b0\u1eddng nh\u1eefng ch\u1ec9 s\u1ed1 n\u00e0o v\u00e0 l\u00e0m sao \u0111\u1ec3 \u1ee9ng d\u1ee5ng n\u00f3 trong th\u1ef1c t\u1ebf? C\u00f9ng Base.vn<\/a> t\u00ecm hi\u1ec3u chi ti\u1ebft trong n\u1ed9i dung sau \u0111\u00e2y.<\/p>\n\n\n\n

1. M\u00f4 h\u00ecnh RATER l\u00e0 g\u00ec?<\/h2>\n\n\n\n

M\u00f4 h\u00ecnh RATER<\/strong> l\u00e0 m\u1ed9t khung \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 to\u00e0n di\u1ec7n, \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p ph\u00e2n t\u00edch v\u00e0 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng th\u00f4ng qua 5 y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u1ea3m nh\u1eadn c\u1ee7a h\u1ecd v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5: Reliability (\u0110\u1ed9 tin c\u1eady), Assurance (\u0110\u1ea3m b\u1ea3o), Tangibles (T\u00ednh h\u1eefu h\u00ecnh), Empathy (\u0110\u1ed3ng c\u1ea3m), <\/strong>v\u00e0 Responsiveness (Ph\u1ea3n h\u1ed3i)<\/strong>. V\u00e0 t\u00ean g\u1ecdi RATER c\u0169ng b\u1eaft ngu\u1ed3n t\u1eeb 5 k\u00fd t\u1ef1 \u0111\u1ee9ng \u0111\u1ea7u c\u1ee7a m\u1ed7i th\u00e0nh ph\u1ea7n n\u00e0y.<\/p>\n\n\n\n

M\u00f4 h\u00ecnh RATER \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0o nh\u1eefng n\u0103m 1990 b\u1edfi ba nh\u00e0 nghi\u00ean c\u1ee9u n\u1ed5i ti\u1ebfng trong l\u0129nh v\u1ef1c marketing d\u1ecbch v\u1ee5, \u0111\u00f3 l\u00e0: Valarie A. Zeithaml, A. Parasuraman v\u00e0 Leonard L. Berry. M\u00f4 h\u00ecnh n\u00e0y th\u1ef1c ch\u1ea5t l\u00e0 phi\u00ean b\u1ea3n tinh g\u1ecdn v\u00e0 ho\u00e0n thi\u1ec7n h\u01a1n c\u1ee7a m\u00f4 h\u00ecnh SERVQUAL<\/a> do ch\u00ednh h\u1ecd x\u00e2y d\u1ef1ng tr\u01b0\u1edbc \u0111\u00f3 v\u00e0o n\u0103m 1988. Ban \u0111\u1ea7u, SERVQUAL bao g\u1ed3m t\u1edbi 10 ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, nh\u01b0ng sau khi ph\u00e2n t\u00edch th\u1ed1ng k\u00ea v\u00e0 nh\u1eadn th\u1ea5y s\u1ef1 ch\u1ed3ng ch\u00e9o gi\u1eefa nhi\u1ec1u y\u1ebfu t\u1ed1, c\u00e1c t\u00e1c gi\u1ea3 \u0111\u00e3 r\u00fat g\u1ecdn th\u00e0nh 5 chi\u1ec1u \u0111o l\u01b0\u1eddng c\u1ed1t l\u00f5i nh\u01b0 hi\u1ec7n nay.<\/p>\n\n\n\n

\u0110i\u1ec1u th\u00fa v\u1ecb l\u00e0 c\u1ee5m t\u1eeb “RATER” ban \u0111\u1ea7u kh\u00f4ng ph\u1ea3i l\u00e0 t\u1eeb vi\u1ebft t\u1eaft ch\u00ednh th\u1ee9c. Khi l\u1ea7n \u0111\u1ea7u ti\u00ean c\u00f4ng b\u1ed1, c\u00e1c t\u00e1c gi\u1ea3 \u0111\u00e3 g\u1ecdi n\u00f3 l\u00e0 m\u00f4 h\u00ecnh n\u0103m chi\u1ec1u c\u1ee7a ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5. Ch\u1ec9 sau khi n\u00f3 tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn trong gi\u1edbi h\u1ecdc thu\u1eadt v\u00e0 kinh doanh, ng\u01b0\u1eddi ta m\u1edbi b\u1eaft \u0111\u1ea7u s\u1eed d\u1ee5ng t\u1eeb vi\u1ebft t\u1eaft RATER \u0111\u1ec3 d\u1ec5 nh\u1edb h\u01a1n (thay v\u00ec TRRAE nh\u01b0 th\u1ee9 t\u1ef1 ban \u0111\u1ea7u).<\/p>\n\n\n\n

\u0110\u1ebfn hi\u1ec7n t\u1ea1i, RATER \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 thi\u1ebft y\u1ebfu trong vi\u1ec7c \u0111\u00e1nh gi\u00e1 v\u00e0 n\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 cho nhi\u1ec1u doanh nghi\u1ec7p. T\u1eeb c\u00e1c ng\u00e2n h\u00e0ng \u0111\u1ebfn b\u1ec7nh vi\u1ec7n, t\u1eeb nh\u00e0 h\u00e0ng \u0111\u1ebfn c\u00f4ng ty ph\u1ea7n m\u1ec1m, m\u00f4 h\u00ecnh n\u00e0y cung c\u1ea5p m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn c\u00f3 c\u1ea5u tr\u00fac \u0111\u1ec3 hi\u1ec3u v\u00e0 \u0111\u00e1p \u1ee9ng k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng. Gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a RATER n\u1eb1m \u1edf kh\u1ea3 n\u0103ng gi\u00fap doanh nghi\u1ec7p nh\u1eadn di\u1ec7n ch\u00ednh x\u00e1c kho\u1ea3ng c\u00e1ch gi\u1eefa mong \u0111\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 d\u1ecbch v\u1ee5 th\u1ef1c t\u1ebf h\u1ecd cung c\u1ea5p, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra nh\u1eefng c\u1ea3i ti\u1ebfn c\u00f3 m\u1ee5c ti\u00eau v\u00e0 \u00fd ngh\u0129a h\u01a1n.<\/p>\n\n\n

\n
\"M\u00f4
M\u00f4 h\u00ecnh RATER l\u00e0 g\u00ec?<\/em><\/figcaption><\/figure><\/div>\n\n\n

2. M\u1ed1i li\u00ean h\u1ec7 gi\u1eefa m\u00f4 h\u00ecnh RATER v\u00e0 SERVQUAL<\/h2>\n\n\n\n

\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 RATER, ch\u00fang ta c\u1ea7n nh\u00ecn nh\u1eadn m\u1ed1i quan h\u1ec7 m\u1eadt thi\u1ebft gi\u1eefa m\u00f4 h\u00ecnh n\u00e0y v\u00e0 phi\u00ean b\u1ea3n ti\u1ec1n nhi\u1ec7m SERVQUAL. Trong \u0111\u00f3 RATER l\u00e0 phi\u00ean b\u1ea3n c\u1ea3i ti\u1ebfn d\u1ef1a tr\u00ean n\u1ec1n t\u1ea3ng c\u1ee7a SERVQUAL.<\/p>\n\n\n\n

SERVQUAL (Service Quality) ra \u0111\u1eddi n\u0103m 1988 nh\u01b0 m\u1ed9t c\u00f4ng c\u1ee5 nghi\u00ean c\u1ee9u \u0111a chi\u1ec1u \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 n\u1eafm b\u1eaft k\u1ef3 v\u1ecdng v\u00e0 c\u1ea3m nh\u1eadn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5. Ban \u0111\u1ea7u, m\u00f4 h\u00ecnh n\u00e0y bao g\u1ed3m 10 chi\u1ec1u \u0111o l\u01b0\u1eddng: h\u1eefu h\u00ecnh, \u0111\u1ed9 tin c\u1eady, kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng, n\u0103ng l\u1ef1c, l\u1ecbch s\u1ef1, \u0111\u1ed9 tin c\u1eady, an ninh, kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn, giao ti\u1ebfp, v\u00e0 hi\u1ec3u bi\u1ebft kh\u00e1ch h\u00e0ng. M\u1eb7c d\u00f9 to\u00e0n di\u1ec7n, nh\u01b0ng ch\u00ednh s\u1ef1 ph\u1ee9c t\u1ea1p n\u00e0y \u0111\u00e3 g\u00e2y kh\u00f3 kh\u0103n trong vi\u1ec7c \u00e1p d\u1ee5ng th\u1ef1c t\u1ebf.<\/p>\n\n\n\n

Sau c\u00e1c ph\u00e2n t\u00edch th\u1ed1ng k\u00ea, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u \u0111\u00e3 ph\u00e1t hi\u1ec7n ra s\u1ef1 t\u01b0\u01a1ng quan m\u1ea1nh m\u1ebd gi\u1eefa nhi\u1ec1u chi\u1ec1u \u0111o l\u01b0\u1eddng SERVQUAL, cho ph\u00e9p h\u1ecd h\u1ee3p nh\u1ea5t ch\u00fang th\u00e0nh n\u0103m y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i, t\u1ea1o n\u00ean m\u00f4 h\u00ecnh RATER d\u1ec5 ti\u1ebfp c\u1eadn v\u00e0 th\u1ef1c t\u1ebf h\u01a1n. B\u1ea3ng so s\u00e1nh d\u01b0\u1edbi \u0111\u00e2y s\u1ebd l\u00e0m r\u00f5 h\u01a1n s\u1ef1 kh\u00e1c bi\u1ec7t v\u00e0 m\u1ed1i li\u00ean h\u1ec7 gi\u1eefa hai m\u00f4 h\u00ecnh:<\/p>\n\n\n\n

Ti\u00eau ch\u00ed<\/strong><\/td>SERVQUAL<\/strong><\/td>RATER<\/strong><\/td><\/tr>
S\u1ed1 l\u01b0\u1ee3ng chi\u1ec1u \u0111o l\u01b0\u1eddng<\/strong><\/td>10 chi\u1ec1u \u0111o l\u01b0\u1eddng<\/td>5 chi\u1ec1u \u0111o l\u01b0\u1eddng<\/td><\/tr>
\u0110\u1ed9 ph\u1ee9c t\u1ea1p<\/strong><\/td>Ph\u1ee9c t\u1ea1p, chi ti\u1ebft<\/td>\u0110\u01a1n gi\u1ea3n h\u00f3a, d\u1ec5 \u00e1p d\u1ee5ng<\/td><\/tr>
Ph\u01b0\u01a1ng ph\u00e1p \u0111\u00e1nh gi\u00e1<\/strong><\/td>\u0110\u00e1nh gi\u00e1 kho\u1ea3ng c\u00e1ch gi\u1eefa k\u1ef3 v\u1ecdng v\u00e0 c\u1ea3m nh\u1eadn<\/td>T\u1eadp trung v\u00e0o \u0111\u00e1nh gi\u00e1 th\u1ef1c t\u1ebf d\u1ecbch v\u1ee5<\/td><\/tr>
\u1ee8ng d\u1ee5ng th\u1ef1c ti\u1ec5n<\/strong><\/td>Ch\u1ee7 y\u1ebfu trong nghi\u00ean c\u1ee9u h\u1ecdc thu\u1eadt<\/td>Ph\u1ed5 bi\u1ebfn trong qu\u1ea3n l\u00fd doanh nghi\u1ec7p<\/td><\/tr>
T\u00ednh linh ho\u1ea1t<\/strong><\/td>Kh\u00f3 \u0111i\u1ec1u ch\u1ec9nh cho c\u00e1c ng\u00e0nh \u0111\u1eb7c th\u00f9<\/td>D\u1ec5 d\u00e0ng \u0111i\u1ec1u ch\u1ec9nh cho nhi\u1ec1u lo\u1ea1i h\u00ecnh doanh nghi\u1ec7p<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

L\u00fd do ch\u00ednh cho s\u1ef1 c\u1ea3i ti\u1ebfn t\u1eeb SERVQUAL sang RATER l\u00e0 nhu c\u1ea7u v\u1ec1 m\u1ed9t m\u00f4 h\u00ecnh \u0111\u01a1n gi\u1ea3n h\u01a1n, th\u1ef1c t\u1ebf h\u01a1n m\u00e0 v\u1eabn gi\u1eef \u0111\u01b0\u1ee3c b\u1ea3n ch\u1ea5t c\u1ee7a vi\u1ec7c \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5. RATER gi\u00fap c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd d\u1ec5 d\u00e0ng nh\u1eadn di\u1ec7n nh\u1eefng l\u0129nh v\u1ef1c c\u1ea7n c\u1ea3i thi\u1ec7n m\u00e0 kh\u00f4ng c\u1ea7n ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 ph\u1ee9c t\u1ea1p c\u1ee7a 10 chi\u1ec1u \u0111o l\u01b0\u1eddng.<\/p>\n\n\n\n

V\u00ed d\u1ee5, trong ng\u00e0nh ng\u00e2n h\u00e0ng, thay v\u00ec ph\u1ea3i \u0111\u00e1nh gi\u00e1 ri\u00eang bi\u1ec7t c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 “n\u0103ng l\u1ef1c”, “l\u1ecbch s\u1ef1” v\u00e0 “\u0111\u1ed9 tin c\u1eady” theo m\u00f4 h\u00ecnh SERVQUAL, ng\u00e2n h\u00e0ng c\u00f3 th\u1ec3 t\u1eadp trung v\u00e0o y\u1ebfu t\u1ed1 “Assurance” (\u0110\u1ea3m b\u1ea3o) trong RATER, bao g\u1ed3m c\u1ea3 kh\u1ea3 n\u0103ng, ki\u1ebfn th\u1ee9c v\u00e0 s\u1ef1 l\u1ecbch thi\u1ec7p c\u1ee7a nh\u00e2n vi\u00ean \u0111\u1ec3 t\u1ea1o ni\u1ec1m tin cho kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

S\u1ef1 chuy\u1ec3n \u0111\u1ed5i t\u1eeb SERVQUAL sang RATER kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 vi\u1ec7c gi\u1ea3m s\u1ed1 l\u01b0\u1ee3ng c\u00e1c y\u1ebfu t\u1ed1 m\u00e0 c\u00f2n l\u00e0 s\u1ef1 t\u00e1i c\u1ea5u tr\u00fac ch\u00fang theo c\u00e1ch ti\u1ebfp c\u1eadn th\u1ef1c ti\u1ec5n h\u01a1n, gi\u00fap c\u00e1c doanh nghi\u1ec7p d\u1ec5 d\u00e0ng \u00e1p d\u1ee5ng v\u00e0o ho\u1ea1t \u0111\u1ed9ng h\u00e0ng ng\u00e0y v\u00e0 \u0111\u01b0a ra nh\u1eefng c\u1ea3i ti\u1ebfn c\u00f3 m\u1ee5c ti\u00eau r\u00f5 r\u00e0ng.<\/p>\n\n\n

\n
\"M\u00f4
M\u00f4 h\u00ecnh SERVQUAL<\/em><\/figcaption><\/figure><\/div>\n\n\n

3. Ph\u00e2n t\u00edch chi ti\u1ebft 5 y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i trong m\u00f4 h\u00ecnh RATER<\/h2>\n\n\n\n

3.1 Reliability (\u0110\u1ed9 tin c\u1eady)<\/h3>\n\n\n\n

Reliability<\/strong>, hay \u0111\u1ed9 tin c\u1eady, l\u00e0 kh\u1ea3 n\u0103ng cung c\u1ea5p d\u1ecbch v\u1ee5 m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c, \u0111\u00e1ng tin c\u1eady v\u00e0 nh\u1ea5t qu\u00e1n theo nh\u1eefng g\u00ec doanh nghi\u1ec7p cam k\u1ebft. \u0110\u00e2y l\u00e0 n\u1ec1n t\u1ea3ng cho m\u1ecdi m\u1ed1i quan h\u1ec7 d\u1ecbch v\u1ee5 th\u00e0nh c\u00f4ng. Khi m\u1ed9t doanh nghi\u1ec7p lu\u00f4n gi\u1eef \u0111\u00fang l\u1eddi h\u1ee9a, th\u1ef1c hi\u1ec7n d\u1ecbch v\u1ee5 \u0111\u00fang ngay t\u1eeb \u0111\u1ea7u v\u00e0 duy tr\u00ec ch\u1ea5t l\u01b0\u1ee3ng \u1ed5n \u0111\u1ecbnh theo th\u1eddi gian, h\u1ecd \u0111ang x\u00e2y d\u1ef1ng m\u1ed9t y\u1ebfu t\u1ed1 Reliability m\u1ea1nh m\u1ebd.<\/p>\n\n\n\n

\u0110\u1ed9 tin c\u1eady th\u01b0\u1eddng th\u1ec3 hi\u1ec7n qua nhi\u1ec1u kh\u00eda c\u1ea1nh nh\u01b0: t\u00ednh ch\u00ednh x\u00e1c c\u1ee7a th\u00f4ng tin \u0111\u01b0\u1ee3c cung c\u1ea5p, s\u1ef1 nh\u1ea5t qu\u00e1n trong ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, v\u00e0 kh\u1ea3 n\u0103ng \u0111\u00e1p \u1ee9ng \u0111\u00fang cam k\u1ebft v\u1ec1 th\u1eddi gian. Nghi\u00ean c\u1ee9u cho th\u1ea5y, trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p, \u0111\u1ed9 tin c\u1eady l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng<\/a>. Kh\u00e1ch h\u00e0ng s\u1ebd s\u1eb5n s\u00e0ng tr\u1ea3 gi\u00e1 cao h\u01a1n cho d\u1ecbch v\u1ee5 n\u1ebfu h\u1ecd c\u00f3 th\u1ec3 tin t\u01b0\u1edfng v\u00e0o \u0111\u1ed9 tin c\u1eady c\u1ee7a n\u00f3.<\/p>\n\n\n\n

Trong l\u0129nh v\u1ef1c ng\u00e2n h\u00e0ng, \u0111\u1ed9 tin c\u1eady th\u1ec3 hi\u1ec7n \u1edf vi\u1ec7c giao d\u1ecbch lu\u00f4n ch\u00ednh x\u00e1c, th\u00f4ng tin t\u00e0i ch\u00ednh \u0111\u01b0\u1ee3c b\u1ea3o m\u1eadt, v\u00e0 c\u00e1c d\u1ecbch v\u1ee5 ho\u1ea1t \u0111\u1ed9ng li\u00ean t\u1ee5c kh\u00f4ng b\u1ecb gi\u00e1n \u0111o\u1ea1n. M\u1ed9t ng\u00e2n h\u00e0ng v\u1edbi h\u1ec7 th\u1ed1ng thanh to\u00e1n online th\u01b0\u1eddng xuy\u00ean b\u1ecb l\u1ed7i ho\u1eb7c kh\u00f4ng chu\u1ea9n x\u00e1c s\u1ebd d\u1ec5 \u0111\u00e1nh m\u1ea5t l\u00f2ng tin c\u1ee7a kh\u00e1ch h\u00e0ng, b\u1ea5t k\u1ec3 c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c c\u00f3 t\u1ed1t \u0111\u1ebfn \u0111\u00e2u.<\/p>\n\n\n\n

\u0110\u1ec3 n\u00e2ng cao \u0111\u1ed9 tin c\u1eady, doanh nghi\u1ec7p c\u1ea7n x\u00e2y d\u1ef1ng quy tr\u00ecnh chu\u1ea9n h\u00f3a, \u0111\u00e0o t\u1ea1o nh\u00e2n vi\u00ean k\u1ef9 l\u01b0\u1ee1ng, v\u00e0 li\u00ean t\u1ee5c ki\u1ec3m so\u00e1t ch\u1ea5t l\u01b0\u1ee3ng ph\u1ee5c v\u1ee5. \u0110\u1ed3ng th\u1eddi, vi\u1ec7c thi\u1ebft l\u1eadp c\u01a1 ch\u1ebf x\u1eed l\u00fd l\u1ed7i tri\u1ec7t \u0111\u1ec3 c\u0169ng r\u1ea5t c\u1ea7n thi\u1ebft \u0111\u1ec3 kh\u00f4i ph\u1ee5c ni\u1ec1m tin khi c\u00f3 s\u1ef1 c\u1ed1 x\u1ea3y ra. \u0110\u1ed9 tin c\u1eady kh\u00f4ng ch\u1ec9 gi\u00fap gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i m\u00e0 c\u00f2n l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u1ec3 ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng m\u1edbi th\u00f4ng qua gi\u1edbi thi\u1ec7u v\u00e0 \u0111\u00e1nh gi\u00e1 t\u00edch c\u1ef1c.<\/p>\n\n\n\n

3.2 Assurance (\u0110\u1ea3m b\u1ea3o)<\/h3>\n\n\n\n

Assurance<\/strong>, hay y\u1ebfu t\u1ed1 \u0111\u1ea3m b\u1ea3o, th\u1ec3 hi\u1ec7n kh\u1ea3 n\u0103ng c\u1ee7a doanh nghi\u1ec7p trong vi\u1ec7c truy\u1ec1n t\u1ea3i s\u1ef1 tin t\u01b0\u1edfng v\u00e0 ni\u1ec1m tin cho kh\u00e1ch h\u00e0ng. Y\u1ebfu t\u1ed1 n\u00e0y li\u00ean quan \u0111\u1ebfn ki\u1ebfn th\u1ee9c, n\u0103ng l\u1ef1c chuy\u00ean m\u00f4n, th\u00e1i \u0111\u1ed9 l\u1ecbch s\u1ef1, v\u00e0 kh\u1ea3 n\u0103ng x\u00e2y d\u1ef1ng l\u00f2ng tin c\u1ee7a \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean. Khi kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c r\u1eb1ng h\u1ecd \u0111ang \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 b\u1edfi nh\u1eefng ng\u01b0\u1eddi c\u00f3 chuy\u00ean m\u00f4n cao v\u00e0 \u0111\u00e1ng tin c\u1eady, h\u1ecd s\u1ebd c\u00f3 tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 t\u00edch c\u1ef1c h\u01a1n r\u1ea5t nhi\u1ec1u.<\/p>\n\n\n\n

Trong th\u1ef1c t\u1ebf, y\u1ebfu t\u1ed1 Assurance \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi c\u00e1c d\u1ecbch v\u1ee5 m\u00e0 kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y c\u00f3 nhi\u1ec1u r\u1ee7i ro ho\u1eb7c kh\u00f4ng ch\u1eafc ch\u1eafn v\u1ec1 k\u1ebft qu\u1ea3, ch\u1eb3ng h\u1ea1n nh\u01b0 d\u1ecbch v\u1ee5 y t\u1ebf, t\u00e0i ch\u00ednh, t\u01b0 v\u1ea5n ph\u00e1p l\u00fd hay gi\u00e1o d\u1ee5c. V\u00ed d\u1ee5, m\u1ed9t b\u1ec7nh nh\u00e2n s\u1ebd c\u1ea3m th\u1ea5y tho\u1ea3i m\u00e1i h\u01a1n nhi\u1ec1u khi b\u00e1c s\u0129 gi\u1ea3i th\u00edch r\u00f5 r\u00e0ng v\u1ec1 t\u00ecnh tr\u1ea1ng b\u1ec7nh, ph\u01b0\u01a1ng ph\u00e1p \u0111i\u1ec1u tr\u1ecb v\u00e0 th\u1ec3 hi\u1ec7n s\u1ef1 t\u1ef1 tin, chuy\u00ean nghi\u1ec7p trong m\u1ed7i t\u01b0\u01a1ng t\u00e1c.<\/p>\n\n\n\n

T\u1ea1i c\u00e1c c\u00f4ng ty c\u00f4ng ngh\u1ec7, y\u1ebfu t\u1ed1 Assurance c\u00f3 th\u1ec3 th\u1ec3 hi\u1ec7n qua vi\u1ec7c \u0111\u1ed9i ng\u0169 k\u1ef9 thu\u1eadt kh\u00f4ng ch\u1ec9 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 m\u00e0 c\u00f2n gi\u1ea3i th\u00edch m\u1ed9t c\u00e1ch c\u1eb7n k\u1ebd cho kh\u00e1ch h\u00e0ng, ho\u1eb7c th\u00f4ng qua c\u00e1c ch\u1ee9ng ch\u1ec9, gi\u1ea3i th\u01b0\u1edfng c\u00f4ng ngh\u1ec7 uy t\u00edn m\u00e0 c\u00f4ng ty \u0111\u1ea1t \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n

\u0110\u1ec3 c\u1ea3i thi\u1ec7n y\u1ebfu t\u1ed1 Assurance, doanh nghi\u1ec7p c\u1ea7n:<\/p>\n\n\n\n

– \u0110\u1ea7u t\u01b0 v\u00e0o \u0111\u00e0o t\u1ea1o chuy\u00ean m\u00f4n v\u00e0 k\u1ef9 n\u0103ng giao ti\u1ebfp cho nh\u00e2n vi\u00ean<\/p>\n\n\n\n

– X\u00e2y d\u1ef1ng c\u00e1c ch\u00ednh s\u00e1ch b\u1ea3o m\u1eadt v\u00e0 an to\u00e0n th\u00f4ng tin r\u00f5 r\u00e0ng<\/p>\n\n\n\n

– C\u00f4ng khai, minh b\u1ea1ch v\u1ec1 quy tr\u00ecnh l\u00e0m vi\u1ec7c v\u00e0 ti\u00eau chu\u1ea9n ch\u1ea5t l\u01b0\u1ee3ng<\/p>\n\n\n\n

– Tr\u01b0ng b\u00e0y ch\u1ee9ng ch\u1ec9, gi\u1ea3i th\u01b0\u1edfng, v\u00e0 ph\u1ea3n h\u1ed3i t\u00edch c\u1ef1c t\u1eeb kh\u00e1ch h\u00e0ng<\/p>\n\n\n\n

Khi kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c \u0111\u1ea3m b\u1ea3o b\u1edfi chuy\u00ean m\u00f4n v\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a nh\u00e2n vi\u00ean, h\u1ecd kh\u00f4ng ch\u1ec9 h\u00e0i l\u00f2ng h\u01a1n m\u00e0 c\u00f2n s\u1eb5n s\u00e0ng chia s\u1ebb tr\u1ea3i nghi\u1ec7m t\u00edch c\u1ef1c v\u1edbi ng\u01b0\u1eddi kh\u00e1c, gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng t\u1ea7m \u1ea3nh h\u01b0\u1edfng v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi.<\/p>\n\n\n\n

3.3 Tangibles (T\u00ednh h\u1eefu h\u00ecnh)<\/h3>\n\n\n\n

Tangibles<\/strong>, hay t\u00ednh h\u1eefu h\u00ecnh, \u0111\u1ec1 c\u1eadp \u0111\u1ebfn t\u1ea5t c\u1ea3 nh\u1eefng y\u1ebfu t\u1ed1 v\u1eadt ch\u1ea5t, h\u1eefu h\u00ecnh m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y, ch\u1ea1m v\u00e0o ho\u1eb7c c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c trong qu\u00e1 tr\u00ecnh tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5. M\u1eb7c d\u00f9 d\u1ecbch v\u1ee5 v\u1ec1 b\u1ea3n ch\u1ea5t l\u00e0 v\u00f4 h\u00ecnh, nh\u01b0ng c\u00e1c y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh xung quanh l\u1ea1i \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c \u0111\u1ecbnh h\u00ecnh c\u1ea3m ngh\u0129 c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 \u0111\u00f3.<\/p>\n\n\n\n

Y\u1ebfu t\u1ed1 Tangibles th\u01b0\u1eddng bao g\u1ed3m nhi\u1ec1u kh\u00eda c\u1ea1nh nh\u01b0: c\u01a1 s\u1edf v\u1eadt ch\u1ea5t, trang thi\u1ebft b\u1ecb, ngo\u1ea1i h\u00ecnh c\u1ee7a nh\u00e2n vi\u00ean, c\u00e1c t\u00e0i li\u1ec7u truy\u1ec1n th\u00f4ng, v\u00e0 c\u1ea3 m\u00f4i tr\u01b0\u1eddng, kh\u00f4ng gian n\u01a1i d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c cung c\u1ea5p. Trong th\u1eddi \u0111\u1ea1i s\u1ed1 h\u00f3a, c\u00e1c y\u1ebfu t\u1ed1 h\u1eefu h\u00ecnh c\u00f2n m\u1edf r\u1ed9ng \u0111\u1ebfn giao di\u1ec7n website, \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng, hay tr\u1ea3i nghi\u1ec7m k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

T\u1ea1i m\u1ed9t nh\u00e0 h\u00e0ng cao c\u1ea5p, t\u00ednh h\u1eefu h\u00ecnh th\u1ec3 hi\u1ec7n qua kh\u00f4ng gian sang tr\u1ecdng, b\u00e0n gh\u1ebf ch\u1ea5t l\u01b0\u1ee3ng, ti\u1ec7n nghi, \u0111\u1ed3ng ph\u1ee5c nh\u00e2n vi\u00ean ch\u1ec9n chu, v\u00e0 c\u00e1ch tr\u00ecnh b\u00e0y m\u00f3n \u0103n tinh t\u1ebf. T\u1ea5t c\u1ea3 nh\u1eefng chi ti\u1ebft n\u00e0y \u0111\u1ec1u g\u00f3p ph\u1ea7n t\u1ea1o n\u00ean m\u1ed9t \u1ea5n t\u01b0\u1ee3ng \u0111\u1ea7u ti\u00ean t\u1ed1t \u0111\u1eb9p v\u00e0 \u1ea3nh h\u01b0\u1edfng s\u00e2u s\u1eafc \u0111\u1ebfn k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 h\u1ecd s\u1eafp nh\u1eadn \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n

Trong l\u0129nh v\u1ef1c ng\u00e2n h\u00e0ng, m\u1ed9t chi nh\u00e1nh v\u1edbi thi\u1ebft k\u1ebf hi\u1ec7n \u0111\u1ea1i, s\u1ea1ch s\u1ebd, c\u00f3 khu v\u1ef1c ch\u1edd tho\u1ea3i m\u00e1i, c\u00e1c qu\u1ea7y giao d\u1ecbch \u0111\u01b0\u1ee3c b\u1ed1 tr\u00ed h\u1ee3p l\u00fd, v\u00e0 nh\u00e2n vi\u00ean \u0103n m\u1eb7c g\u1ecdn g\u00e0ng s\u1ebd ngay l\u1eadp t\u1ee9c t\u1ea1o c\u1ea3m gi\u00e1c chuy\u00ean nghi\u1ec7p v\u00e0 \u0111\u00e1ng tin c\u1eady cho kh\u00e1ch h\u00e0ng. Ng\u01b0\u1ee3c l\u1ea1i, m\u1ed9t chi nh\u00e1nh c\u0169 k\u1ef9, thi\u1ebfu b\u1ea3o tr\u00ec c\u00f3 th\u1ec3 v\u00f4 t\u00ecnh truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p v\u1ec1 m\u1ed9t t\u1ed5 ch\u1ee9c thi\u1ebfu \u0111\u1ea7u t\u01b0 v\u00e0 d\u1ecbch v\u1ee5 k\u00e9m.<\/p>\n\n\n\n

3.4 Empathy (\u0110\u1ed3ng c\u1ea3m)<\/h3>\n\n\n\n

Empathy<\/strong>, hay s\u1ef1 \u0111\u1ed3ng c\u1ea3m, \u0111\u01b0\u1ee3c coi l\u00e0 kh\u1ea3 n\u0103ng th\u1ea5u hi\u1ec3u, quan t\u00e2m v\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 t\u00f9y ch\u1ec9nh cho t\u1eebng kh\u00e1ch h\u00e0ng. Y\u1ebfu t\u1ed1 n\u00e0y th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 c\u00e1 nh\u00e2n h\u00f3a s\u1ef1 quan t\u00e2m m\u00e0 doanh nghi\u1ec7p d\u00e0nh cho m\u1ed7i kh\u00e1ch h\u00e0ng, l\u00e0m cho h\u1ecd c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c coi tr\u1ecdng v\u00e0 th\u1ea5u hi\u1ec3u. Trong th\u1ebf gi\u1edbi kinh doanh ng\u00e0y c\u00e0ng t\u1ef1 \u0111\u1ed9ng h\u00f3a, s\u1ef1 \u0111\u1ed3ng c\u1ea3m tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 ph\u00e2n bi\u1ec7t m\u1ea1nh m\u1ebd gi\u1eefa c\u00e1c doanh nghi\u1ec7p.<\/p>\n\n\n\n

S\u1ef1 \u0111\u1ed3ng c\u1ea3m \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n qua nhi\u1ec1u c\u00e1ch:<\/p>\n\n\n\n

– T\u00edch c\u1ef1c l\u1eafng nghe \u0111\u1ec3 th\u1ef1c s\u1ef1 hi\u1ec3u nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng<\/p>\n\n\n\n

– Cung c\u1ea5p gi\u1ea3i ph\u00e1p \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a ph\u00f9 h\u1ee3p v\u1edbi t\u00ecnh hu\u1ed1ng c\u1ee5 th\u1ec3<\/p>\n\n\n\n

– Th\u1ec3 hi\u1ec7n s\u1ef1 quan t\u00e2m ch\u00e2n th\u00e0nh \u0111\u1ebfn kh\u00f3 kh\u0103n c\u1ee7a kh\u00e1ch h\u00e0ng<\/p>\n\n\n\n

– Nh\u1edb v\u00e0 s\u1eed d\u1ee5ng th\u00f4ng tin c\u00e1 nh\u00e2n \u0111\u1ec3 t\u1ea1o tr\u1ea3i nghi\u1ec7m ri\u00eang bi\u1ec7t<\/p>\n\n\n\n

Trong l\u0129nh v\u1ef1c ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe, m\u1ed9t b\u00e1c s\u0129 th\u1ec3 hi\u1ec7n s\u1ef1 \u0111\u1ed3ng c\u1ea3m khi d\u00e0nh th\u1eddi gian l\u1eafng nghe lo l\u1eafng c\u1ee7a b\u1ec7nh nh\u00e2n, gi\u1ea3i th\u00edch ph\u01b0\u01a1ng ph\u00e1p \u0111i\u1ec1u tr\u1ecb b\u1eb1ng ng\u00f4n ng\u1eef d\u1ec5 hi\u1ec3u, v\u00e0 \u0111i\u1ec1u ch\u1ec9nh l\u1ecbch h\u1eb9n \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi ho\u00e0n c\u1ea3nh c\u00e1 nh\u00e2n c\u1ee7a b\u1ec7nh nh\u00e2n. Ng\u01b0\u1ee3c l\u1ea1i, m\u1ed9t b\u00e1c s\u0129 ch\u1ec9 t\u1eadp trung v\u00e0o b\u1ec7nh \u00e1n m\u00e0 kh\u00f4ng quan t\u00e2m \u0111\u1ebfn c\u1ea3m x\u00fac v\u00e0 ho\u00e0n c\u1ea3nh c\u1ee7a b\u1ec7nh nh\u00e2n s\u1ebd t\u1ea1o ra tr\u1ea3i nghi\u1ec7m ti\u00eau c\u1ef1c, d\u00f9 chuy\u00ean m\u00f4n c\u00f3 th\u1ec3 r\u1ea5t cao.<\/p>\n\n\n\n

\u0110\u1ec3 n\u00e2ng cao y\u1ebfu t\u1ed1 Empathy, doanh nghi\u1ec7p c\u1ea7n x\u00e2y d\u1ef1ng v\u0103n h\u00f3a l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m, \u0111\u00e0o t\u1ea1o nh\u00e2n vi\u00ean v\u1ec1 k\u1ef9 n\u0103ng l\u1eafng nghe v\u00e0 th\u1ea5u hi\u1ec3u, \u0111\u1ed3ng th\u1eddi t\u1ea1o ra c\u00e1c quy tr\u00ecnh linh ho\u1ea1t \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u \u0111a d\u1ea1ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

3.5 Responsiveness (Tr\u00e1ch nhi\u1ec7m\/Ph\u1ea3n h\u1ed3i)<\/h3>\n\n\n\n

Responsiveness<\/strong>, hay kh\u1ea3 n\u0103ng ph\u1ea3n h\u1ed3i, th\u1ec3 hi\u1ec7n s\u1ef1 s\u1eb5n s\u00e0ng v\u00e0 nhanh nh\u1eb9n c\u1ee7a doanh nghi\u1ec7p trong vi\u1ec7c h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng v\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 k\u1ecbp th\u1eddi. Y\u1ebfu t\u1ed1 n\u00e0y kh\u00f4ng ch\u1ec9 li\u00ean quan \u0111\u1ebfn t\u1ed1c \u0111\u1ed9 ph\u1ea3n h\u1ed3i m\u00e0 c\u00f2n l\u00e0 th\u00e1i \u0111\u1ed9 s\u1eb5n s\u00e0ng gi\u00fap \u0111\u1ee1, ch\u1ee7 \u0111\u1ed9ng \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc khi h\u1ecd y\u00eau c\u1ea7u.<\/p>\n\n\n\n

V\u00ed d\u1ee5 th\u1ef1c t\u1ebf v\u1ec1 Responsiveness xu\u1ea5t s\u1eafc c\u00f3 th\u1ec3 th\u1ea5y \u1edf Viettel, m\u1ed9t nh\u00e0 m\u1ea1ng vi\u1ec5n th\u00f4ng h\u00e0ng \u0111\u1ea7u Vi\u1ec7t Nam. Khi kh\u00e1ch h\u00e0ng b\u00e1o l\u1ed7i d\u1ecbch v\u1ee5 internet, \u0111\u1ed9i ng\u0169 k\u1ef9 thu\u1eadt kh\u00f4ng ch\u1ec9 ph\u1ea3n h\u1ed3i nhanh ch\u00f3ng qua \u0111i\u1ec7n tho\u1ea1i m\u00e0 c\u00f2n c\u1eed nh\u00e2n vi\u00ean \u0111\u1ebfn t\u1eadn n\u01a1i trong v\u00f2ng v\u00e0i gi\u1edd \u0111\u1ec3 kh\u1eafc ph\u1ee5c s\u1ef1 c\u1ed1, \u0111\u1ed3ng th\u1eddi c\u1eadp nh\u1eadt t\u00ecnh h\u00ecnh li\u00ean t\u1ee5c cho kh\u00e1ch h\u00e0ng. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y v\u1eeba gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 k\u1ef9 thu\u1eadt v\u1eeba x\u00e2y d\u1ef1ng l\u00f2ng tin v\u00e0 s\u1ef1 h\u00e0i l\u00f2ng.<\/p>\n\n\n\n

Ng\u01b0\u1ee3c l\u1ea1i, m\u1ed9t c\u00f4ng ty b\u1ea3o hi\u1ec3m \u0111\u1ec3 kh\u00e1ch h\u00e0ng ch\u1edd \u0111\u1ee3i nhi\u1ec1u ng\u00e0y \u0111\u1ec3 x\u1eed l\u00fd y\u00eau c\u1ea7u b\u1ed3i th\u01b0\u1eddng, ho\u1eb7c m\u1ed9t nh\u00e0 h\u00e0ng c\u00f3 nh\u00e2n vi\u00ean th\u1edd \u01a1, kh\u00f4ng ch\u00fa \u00fd \u0111\u1ebfn th\u1ef1c kh\u00e1ch \u0111ang c\u1ea7n h\u1ed7 tr\u1ee3, \u0111\u1ec1u th\u1ec3 hi\u1ec7n s\u1ef1 thi\u1ebfu responsiveness, \u0111i\u1ec1u n\u00e0y ch\u1eafc ch\u1eafn s\u1ebd \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5.<\/p>\n\n\n\n

\u0110\u1ec3 n\u00e2ng cao kh\u1ea3 n\u0103ng ph\u1ea3n h\u1ed3i, doanh nghi\u1ec7p c\u1ea7n:<\/p>\n\n\n\n

– X\u00e2y d\u1ef1ng quy tr\u00ecnh x\u1eed l\u00fd y\u00eau c\u1ea7u hi\u1ec7u qu\u1ea3 v\u1edbi th\u1eddi gian ph\u1ea3n h\u1ed3i r\u00f5 r\u00e0ng<\/p>\n\n\n\n

– \u0110\u1ea3m b\u1ea3o \u0111\u1ee7 nh\u00e2n s\u1ef1 v\u00e0 \u0111\u00e0o t\u1ea1o h\u1ecd c\u00e1ch x\u1eed l\u00fd t\u00ecnh hu\u1ed1ng linh ho\u1ea1t<\/p>\n\n\n\n

– T\u1eadn d\u1ee5ng c\u00f4ng ngh\u1ec7 nh\u01b0 chatbot, ph\u1ea7n m\u1ec1m CRM<\/a> \u0111\u1ec3 n\u00e2ng cao t\u1ed1c \u0111\u1ed9 ph\u1ea3n h\u1ed3i<\/p>\n\n\n\n

– Thi\u1ebft l\u1eadp h\u1ec7 th\u1ed1ng theo d\u00f5i v\u00e0 \u0111\u00e1nh gi\u00e1 th\u1eddi gian ph\u1ea3n h\u1ed3i<\/p>\n\n\n\n

Y\u1ebfu t\u1ed1 Responsiveness c\u00f3 m\u1ed1i li\u00ean h\u1ec7 ch\u1eb7t ch\u1ebd v\u1edbi c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c trong m\u00f4 h\u00ecnh RATER. Khi m\u1ed9t doanh nghi\u1ec7p ph\u1ea3n h\u1ed3i nhanh ch\u00f3ng, h\u1ecd c\u0169ng \u0111\u1ed3ng th\u1eddi th\u1ec3 hi\u1ec7n s\u1ef1 \u0111\u1ed3ng c\u1ea3m v\u1edbi nhu c\u1ea7u c\u1ea5p thi\u1ebft c\u1ee7a kh\u00e1ch h\u00e0ng (Empathy) v\u00e0 x\u00e2y d\u1ef1ng ni\u1ec1m tin v\u1ec1 kh\u1ea3 n\u0103ng cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111\u00e1ng tin c\u1eady (Reliability).<\/p>\n\n\n

\n
\"5
5 y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i trong m\u00f4 h\u00ecnh RATER<\/em><\/figcaption><\/figure><\/div>\n\n\n

3.6 B\u1ea3ng t\u00f3m t\u1eaft 5 y\u1ebfu t\u1ed1 & \u1ee9ng d\u1ee5ng c\u1ee7a RATER<\/h3>\n\n\n\n
Y\u1ebfu t\u1ed1<\/strong><\/td>\u0110\u1ecbnh ngh\u0129a<\/strong><\/td>\u1ee8ng d\u1ee5ng th\u1ef1c ti\u1ec5n<\/strong><\/td>C\u00e2u h\u1ecfi \u0111\u00e1nh gi\u00e1<\/strong><\/td><\/tr>
Reliability (\u0110\u1ed9 tin c\u1eady)<\/strong><\/td>Kh\u1ea3 n\u0103ng cung c\u1ea5p d\u1ecbch v\u1ee5 ch\u00ednh x\u00e1c, \u0111\u00e1ng tin c\u1eady v\u00e0 nh\u1ea5t qu\u00e1n theo \u0111\u00fang cam k\u1ebft<\/td>– Ng\u00e2n h\u00e0ng: Giao d\u1ecbch ch\u00ednh x\u00e1c 100%
– Logistics: Giao h\u00e0ng \u0111\u00fang h\u1eb9n
– Vi\u1ec5n th\u00f4ng: D\u1ecbch v\u1ee5 ho\u1ea1t \u0111\u1ed9ng li\u00ean t\u1ee5c<\/td>		\u201cD\u1ecbch v\u1ee5 c\u00f3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u00fang ngay t\u1eeb \u0111\u1ea7u kh\u00f4ng?\u201d
\u201cCam k\u1ebft c\u00f3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n \u0111\u00fang th\u1eddi h\u1ea1n kh\u00f4ng?\u201d<\/td><\/tr>
Assurance (\u0110\u1ea3m b\u1ea3o)<\/strong><\/td>Kh\u1ea3 n\u0103ng truy\u1ec1n t\u1ea3i s\u1ef1 tin t\u01b0\u1edfng v\u00e0 ni\u1ec1m tin th\u00f4ng qua ki\u1ebfn th\u1ee9c, th\u00e1i \u0111\u1ed9 c\u1ee7a nh\u00e2n vi\u00ean<\/td>– Y t\u1ebf: B\u00e1c s\u0129 gi\u1ea3i th\u00edch b\u1ec7nh \u00e1n r\u00f5 r\u00e0ng
– T\u01b0 v\u1ea5n: Chuy\u00ean gia c\u00f3 ch\u1ee9ng ch\u1ec9
– Gi\u00e1o d\u1ee5c: Gi\u1ea3ng vi\u00ean c\u00f3 kinh nghi\u1ec7m<\/td>		\u201cNh\u00e2n vi\u00ean c\u00f3 ki\u1ebfn th\u1ee9c chuy\u00ean m\u00f4n kh\u00f4ng?\u201d
\u201cKh\u00e1ch h\u00e0ng c\u00f3 c\u1ea3m th\u1ea5y an t\u00e2m khi s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5 kh\u00f4ng?\u201d<\/td><\/tr>
Tangibles (T\u00ednh h\u1eefu h\u00ecnh)<\/strong><\/td>C\u00e1c y\u1ebfu t\u1ed1 v\u1eadt ch\u1ea5t, h\u1eefu h\u00ecnh trong tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5<\/td>– Kh\u00e1ch s\u1ea1n: Kh\u00f4ng gian sang tr\u1ecdng
– Nh\u00e0 h\u00e0ng: Tr\u00ecnh b\u00e0y m\u00f3n \u0103n \u0111\u1eb9p m\u1eaft
– Website: Giao di\u1ec7n d\u1ec5 s\u1eed d\u1ee5ng<\/td>		\u201cC\u01a1 s\u1edf v\u1eadt ch\u1ea5t c\u00f3 hi\u1ec7n \u0111\u1ea1i, s\u1ea1ch s\u1ebd kh\u00f4ng?\u201d
\u201cTrang ph\u1ee5c c\u1ee7a nh\u00e2n vi\u00ean c\u00f3 chuy\u00ean nghi\u1ec7p kh\u00f4ng?\u201d<\/td><\/tr>
Empathy (\u0110\u1ed3ng c\u1ea3m)<\/strong><\/td>S\u1ef1 quan t\u00e2m c\u00e1 nh\u00e2n, th\u1ea5u hi\u1ec3u nhu c\u1ea7u ri\u00eang bi\u1ec7t c\u1ee7a kh\u00e1ch h\u00e0ng<\/td>– B\u00e1n l\u1ebb: T\u01b0 v\u1ea5n theo nhu c\u1ea7u ti\u00eau d\u00f9ng c\u1ee5 th\u1ec3
– B\u1ea3o hi\u1ec3m: Gi\u1ea3i ph\u00e1p ph\u00f9 h\u1ee3p ho\u00e0n c\u1ea3nh
– CSKH: Nh\u1edb th\u00f4ng tin kh\u00e1ch h\u00e0ng<\/td>		\u201cDoanh nghi\u1ec7p c\u00f3 hi\u1ec3u r\u00f5 nhu c\u1ea7u c\u1ee5 th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng kh\u00f4ng?\u201d
\u201cKh\u00e1ch h\u00e0ng c\u00f3 \u0111\u01b0\u1ee3c \u0111\u1ed1i x\u1eed nh\u01b0 m\u1ed9t c\u00e1 nh\u00e2n ri\u00eang bi\u1ec7t kh\u00f4ng?\u201d<\/td><\/tr>
Responsiveness (Ph\u1ea3n h\u1ed3i)<\/strong><\/td>S\u1ef1 s\u1eb5n s\u00e0ng, t\u1ee9c th\u1eddi trong vi\u1ec7c h\u1ed7 tr\u1ee3 v\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5<\/td>– CNTT: H\u1ed7 tr\u1ee3 k\u1ef9 thu\u1eadt 24\/7
– E-commerce: Ph\u1ea3n h\u1ed3i chat ngay l\u1eadp t\u1ee9c
– D\u1ecbch v\u1ee5 c\u00f4ng: X\u1eed l\u00fd h\u1ed3 s\u01a1 nhanh ch\u00f3ng<\/td>		\u201cNh\u00e2n vi\u00ean c\u00f3 s\u1eb5n s\u00e0ng gi\u00fap \u0111\u1ee1 kh\u00e1ch h\u00e0ng kh\u00f4ng?\u201d
\u201cTh\u1eddi gian ch\u1edd \u0111\u1ee3i c\u00f3 h\u1ee3p l\u00fd kh\u00f4ng?\u201d<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

4. \u1ee8ng d\u1ee5ng th\u1ef1c ti\u1ec5n m\u00f4 h\u00ecnh RATER trong doanh nghi\u1ec7p<\/h2>\n\n\n\n

4.1 Quy tr\u00ecnh tri\u1ec3n khai m\u00f4 h\u00ecnh RATER<\/h3>\n\n\n\n

Vi\u1ec7c \u1ee9ng d\u1ee5ng m\u00f4 h\u00ecnh RATER v\u00e0o ho\u1ea1t \u0111\u1ed9ng kinh doanh th\u1ef1c ti\u1ec5n kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf l\u00fd thuy\u1ebft m\u00e0 c\u00f2n c\u1ea7n m\u1ed9t quy tr\u00ecnh tri\u1ec3n khai c\u00f3 h\u1ec7 th\u1ed1ng v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1eb7c th\u00f9 ng\u00e0nh ngh\u1ec1. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 quy tr\u00ecnh 5 b\u01b0\u1edbc \u0111\u1ec3 tri\u1ec3n khai hi\u1ec7u qu\u1ea3 m\u00f4 h\u00ecnh RATER trong doanh nghi\u1ec7p:<\/p>\n\n\n\n

B\u01b0\u1edbc 1: \u0110\u00e1nh gi\u00e1 hi\u1ec7n tr\u1ea1ng d\u1ecbch v\u1ee5<\/h4>\n\n\n\n

Tr\u01b0\u1edbc khi \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh RATER, doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u r\u00f5 th\u1ef1c tr\u1ea1ng ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 hi\u1ec7n t\u1ea1i. Vi\u1ec7c n\u00e0y c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n th\u00f4ng qua kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng, ph\u00e2n t\u00edch ph\u1ea3n h\u1ed3i, v\u00e0 \u0111\u00e1nh gi\u00e1 n\u1ed9i b\u1ed9. M\u1ee5c ti\u00eau l\u00e0 x\u00e1c \u0111\u1ecbnh \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu hi\u1ec7n t\u1ea1i trong m\u1ed7i y\u1ebfu t\u1ed1 c\u1ee7a RATER v\u00e0 t\u1ea1o c\u01a1 s\u1edf so s\u00e1nh cho c\u00e1c c\u1ea3i ti\u1ebfn sau n\u00e0y.<\/p>\n\n\n\n

B\u01b0\u1edbc 2: Thi\u1ebft k\u1ebf c\u00f4ng c\u1ee5 \u0111o l\u01b0\u1eddng d\u1ef1a tr\u00ean RATER<\/h4>\n\n\n\n

Doanh nghi\u1ec7p c\u1ea7n x\u00e2y d\u1ef1ng b\u1ed9 c\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 c\u1ee5 th\u1ec3 cho t\u1eebng y\u1ebfu t\u1ed1 RATER, ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1eb7c th\u00f9 ng\u00e0nh ngh\u1ec1. V\u00ed d\u1ee5, m\u1ed9t ng\u00e2n h\u00e0ng c\u00f3 th\u1ec3 thi\u1ebft k\u1ebf b\u1ea3ng kh\u1ea3o s\u00e1t v\u1edbi c\u00e1c c\u00e2u h\u1ecfi nh\u01b0: “Nh\u00e2n vi\u00ean c\u00f3 gi\u1ea3i th\u00edch r\u00f5 r\u00e0ng c\u00e1c \u0111i\u1ec1u kho\u1ea3n c\u1ee7a s\u1ea3n ph\u1ea9m kh\u00f4ng?” (Assurance), “Th\u1eddi gian ch\u1edd \u0111\u1ee3i t\u1ea1i qu\u1ea7y c\u00f3 ph\u00f9 h\u1ee3p kh\u00f4ng?” (Responsiveness), v.v\u2026<\/p>\n\n\n\n

B\u01b0\u1edbc 3: Thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/h4>\n\n\n\n

Sau khi c\u00f3 c\u00f4ng c\u1ee5 \u0111o l\u01b0\u1eddng, doanh nghi\u1ec7p c\u1ea7n ti\u1ebfn h\u00e0nh thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb nhi\u1ec1u ngu\u1ed3n nh\u01b0: kh\u1ea3o s\u00e1t tr\u1ef1c ti\u1ebfp, \u0111\u00e1nh gi\u00e1 online, ph\u1ecfng v\u1ea5n kh\u00e1ch h\u00e0ng, ph\u1ea3n h\u1ed3i t\u1ef1 nguy\u1ec7n. D\u1eef li\u1ec7u n\u00e0y c\u1ea7n \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh kho\u1ea3ng c\u00e1ch gi\u1eefa k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 d\u1ecbch v\u1ee5 th\u1ef1c t\u1ebf trong t\u1eebng y\u1ebfu t\u1ed1 RATER.<\/p>\n\n\n\n

B\u01b0\u1edbc 4: X\u00e2y d\u1ef1ng k\u1ebf ho\u1ea1ch c\u1ea3i ti\u1ebfn<\/h4>\n\n\n\n

D\u1ef1a tr\u00ean ph\u00e2n t\u00edch d\u1eef li\u1ec7u, doanh nghi\u1ec7p c\u1ea7n x\u00e2y d\u1ef1ng k\u1ebf ho\u1ea1ch c\u1ea3i ti\u1ebfn cho t\u1eebng y\u1ebfu t\u1ed1 RATER, \u01b0u ti\u00ean nh\u1eefng l\u0129nh v\u1ef1c c\u00f3 kho\u1ea3ng c\u00e1ch l\u1edbn nh\u1ea5t. K\u1ebf ho\u1ea1ch c\u1ea7n c\u1ee5 th\u1ec3, c\u00f3 th\u1eddi h\u1ea1n v\u00e0 ng\u01b0\u1eddi ch\u1ecbu tr\u00e1ch nhi\u1ec7m r\u00f5 r\u00e0ng. V\u00ed d\u1ee5, \u0111\u1ec3 c\u1ea3i thi\u1ec7n Tangibles, m\u1ed9t nh\u00e0 h\u00e0ng c\u00f3 th\u1ec3 l\u00ean k\u1ebf ho\u1ea1ch n\u00e2ng c\u1ea5p n\u1ed9i th\u1ea5t trong 3 th\u00e1ng; \u0111\u1ec3 t\u0103ng c\u01b0\u1eddng Empathy, m\u1ed9t c\u00f4ng ty b\u1ea3o hi\u1ec3m c\u00f3 th\u1ec3 t\u1ed5 ch\u1ee9c kh\u00f3a \u0111\u00e0o t\u1ea1o k\u1ef9 n\u0103ng l\u1eafng nghe cho nh\u00e2n vi\u00ean t\u01b0 v\u1ea5n.<\/p>\n\n\n\n

B\u01b0\u1edbc 5: Tri\u1ec3n khai, gi\u00e1m s\u00e1t v\u00e0 \u0111i\u1ec1u ch\u1ec9nh li\u00ean t\u1ee5c<\/h4>\n\n\n\n

Sau khi c\u00e1c bi\u1ec7n ph\u00e1p c\u1ea3i ti\u1ebfn \u0111\u00e3 \u0111\u01b0\u1ee3c tri\u1ec3n khai, doanh nghi\u1ec7p c\u1ea7n li\u00ean t\u1ee5c theo d\u00f5i, \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 v\u00e0 \u0111i\u1ec1u ch\u1ec9nh nh\u1eefng \u0111i\u1ec3m ch\u01b0a t\u1ed1t m\u1ed9t c\u00e1ch k\u1ecbp th\u1eddi. \u0110\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 d\u1ef1 \u00e1n m\u1ed9t l\u1ea7n m\u00e0 l\u00e0 quy tr\u00ecnh c\u1ea3i ti\u1ebfn li\u00ean t\u1ee5c, v\u1edbi c\u00e1c chu k\u1ef3 \u0111\u00e1nh gi\u00e1 v\u00e0 c\u1ea3i thi\u1ec7n th\u01b0\u1eddng xuy\u00ean.<\/p>\n\n\n\n

4.2 \u1ee8ng d\u1ee5ng m\u00f4 h\u00ecnh RATER theo ng\u00e0nh c\u1ee5 th\u1ec3<\/h3>\n\n\n\n

– Ng\u00e0nh ng\u00e2n h\u00e0ng: <\/strong>Ng\u00e2n h\u00e0ng Techcombank \u0111\u00e3 \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh RATER \u0111\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. V\u1ec1 Reliability, ng\u00e2n h\u00e0ng \u0111\u1ea7u t\u01b0 v\u00e0o h\u1ec7 th\u1ed1ng core banking m\u1edbi \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o giao d\u1ecbch ch\u00ednh x\u00e1c 100%; v\u1ec1 Tangibles, h\u1ecd thi\u1ebft k\u1ebf l\u1ea1i kh\u00f4ng gian chi nh\u00e1nh theo m\u00f4 h\u00ecnh “living space” hi\u1ec7n \u0111\u1ea1i; v\u1ec1 Responsiveness, h\u1ecd tri\u1ec3n khai h\u1ec7 th\u1ed1ng x\u1ebfp h\u00e0ng \u0111i\u1ec7n t\u1eed v\u00e0 \u0111\u1ea3m b\u1ea3o th\u1eddi gian ch\u1edd kh\u00f4ng qu\u00e1 10 ph\u00fat. K\u1ebft qu\u1ea3 l\u00e0 ch\u1ec9 s\u1ed1 h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng t\u0103ng \u0111\u00e1ng k\u1ec3 sau 1 n\u0103m.<\/p>\n\n\n\n

– Ng\u00e0nh kh\u00e1ch s\u1ea1n:<\/strong> Vinpearl Resort \u0111\u00e3 \u1ee9ng d\u1ee5ng RATER \u0111\u1ec3 n\u00e2ng t\u1ea7m d\u1ecbch v\u1ee5 l\u01b0u tr\u00fa. V\u1ec1 Assurance, h\u1ecd \u0111\u00e0o t\u1ea1o nh\u00e2n vi\u00ean n\u00f3i th\u00e0nh th\u1ea1o 3 ng\u00f4n ng\u1eef v\u00e0 am hi\u1ec3u v\u0103n h\u00f3a kh\u00e1ch qu\u1ed1c t\u1ebf; v\u1ec1 Empathy, h\u1ecd tri\u1ec3n khai h\u1ec7 th\u1ed1ng CRM ghi nh\u1edb s\u1edf th\u00edch c\u00e1 nh\u00e2n c\u1ee7a kh\u00e1ch quen; v\u1ec1 Tangibles, h\u1ecd \u0111\u1ea7u t\u01b0 v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng gi\u01b0\u1eddng n\u1ec7m cao c\u1ea5p nh\u1ea5t.<\/p>\n\n\n\n

– Ng\u00e0nh b\u00e1n l\u1ebb:<\/strong> The Coffee House \u0111\u00e3 s\u1eed d\u1ee5ng RATER \u0111\u1ec3 c\u1ea1nh tranh trong th\u1ecb tr\u01b0\u1eddng c\u00e0 ph\u00ea. V\u1ec1 Reliability, h\u1ecd chu\u1ea9n h\u00f3a quy tr\u00ecnh pha ch\u1ebf \u0111\u1ea3m b\u1ea3o h\u01b0\u01a1ng v\u1ecb nh\u1ea5t qu\u00e1n t\u1ea1i m\u1ecdi c\u1eeda h\u00e0ng; v\u1ec1 Responsiveness, h\u1ecd cam k\u1ebft th\u1eddi gian ph\u1ee5c v\u1ee5 kh\u00f4ng qu\u00e1 5 ph\u00fat k\u1ec3 t\u1eeb khi \u0111\u1eb7t h\u00e0ng; v\u1ec1 Tangibles, h\u1ecd t\u1ea1o kh\u00f4ng gian xanh v\u1edbi nhi\u1ec1u c\u00e2y c\u1ed1i trong m\u1ed7i c\u1eeda h\u00e0ng.<\/p>\n\n\n\n

Vi\u1ec7c \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh RATER kh\u00f4ng ch\u1ec9 gi\u00fap doanh nghi\u1ec7p c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 m\u00e0 c\u00f2n x\u00e2y d\u1ef1ng v\u0103n h\u00f3a l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m, t\u1eeb \u0111\u00f3 t\u1ea1o n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc cho s\u1ef1 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng trong d\u00e0i h\u1ea1n.<\/p>\n\n\n

\n
\"\u1ee8ng
\u1ee8ng d\u1ee5ng RATER<\/em><\/figcaption><\/figure><\/div>\n\n\n

5. L\u1ee3i \u00edch, vai tr\u00f2 v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a m\u00f4 h\u00ecnh RATER<\/h2>\n\n\n\n

M\u00f4 h\u00ecnh RATER kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 \u0111\u01a1n thu\u1ea7n, m\u00e0 c\u00f2n mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch chi\u1ebfn l\u01b0\u1ee3c cho doanh nghi\u1ec7p trong vi\u1ec7c x\u00e2y d\u1ef1ng l\u1ee3i th\u1ebf c\u1ea1nh tranh. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i m\u00e0 m\u00f4 h\u00ecnh n\u00e0y mang l\u1ea1i:<\/p>\n\n\n\n

– Hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 k\u1ef3 v\u1ecdng kh\u00e1ch h\u00e0ng: <\/strong>M\u00f4 h\u00ecnh RATER gi\u00fap doanh nghi\u1ec7p nh\u00ecn nh\u1eadn d\u1ecbch v\u1ee5 t\u1eeb g\u00f3c \u0111\u1ed9 kh\u00e1ch h\u00e0ng, hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 \u0111\u00e1nh gi\u00e1 cao. Thay v\u00ec d\u1ef1a v\u00e0o gi\u1ea3 \u0111\u1ecbnh n\u1ed9i b\u1ed9, doanh nghi\u1ec7p c\u00f3 c\u01a1 s\u1edf d\u1eef li\u1ec7u c\u1ee5 th\u1ec3 v\u1ec1 k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng trong t\u1eebng kh\u00eda c\u1ea1nh d\u1ecbch v\u1ee5.<\/p>\n\n\n\n

– Cung c\u1ea5p khu\u00f4n kh\u1ed5 \u0111\u00e1nh gi\u00e1 c\u00f3 c\u1ea5u tr\u00fac:<\/strong> RATER mang \u0111\u1ebfn m\u1ed9t khu\u00f4n kh\u1ed5 c\u00f3 c\u1ea5u tr\u00fac, khoa h\u1ecdc \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, thay v\u00ec d\u1ef1a v\u00e0o c\u1ea3m t\u00ednh ho\u1eb7c ph\u1ea3n h\u1ed3i chung chung. Vi\u1ec7c chia nh\u1ecf ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 th\u00e0nh 5 y\u1ebfu t\u1ed1 c\u1ee5 th\u1ec3 gi\u00fap vi\u1ec7c \u0111\u00e1nh gi\u00e1 tr\u1edf n\u00ean s\u00e2u s\u1eafc v\u00e0 ch\u00ednh x\u00e1c h\u01a1n. Thay v\u00ec ch\u1ec9 bi\u1ebft “kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0i l\u00f2ng”, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c r\u1eb1ng v\u1ea5n \u0111\u1ec1 n\u1eb1m \u1edf “\u0111\u1ed9 tin c\u1eady th\u1ea5p” ho\u1eb7c “kh\u1ea3 n\u0103ng ph\u1ea3n h\u1ed3i ch\u1eadm”.<\/p>\n\n\n\n

– T\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng:<\/strong> Trong th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, s\u1ea3n ph\u1ea9m v\u00e0 gi\u00e1 c\u1ea3 c\u1ee7a m\u1ed7i c\u00f4ng ty ng\u00e0y c\u00e0ng t\u01b0\u01a1ng \u0111\u1ed3ng nhau, th\u00ec ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean s\u1ef1 kh\u00e1c bi\u1ec7t nh\u1ea5t \u0111\u1ecbnh. M\u00f4 h\u00ecnh RATER gi\u00fap doanh nghi\u1ec7p t\u1ea1o ra tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u01b0\u1ee3t tr\u1ed9i, kh\u00f3 b\u1eaft ch\u01b0\u1edbc.<\/p>\n\n\n\n

– N\u00e2ng cao hi\u1ec7u qu\u1ea3 s\u1eed d\u1ee5ng ngu\u1ed3n l\u1ef1c:<\/strong> Thay v\u00ec \u0111\u1ea7u t\u01b0 \u0111\u1ed3ng \u0111\u1ec1u v\u00e0o m\u1ecdi kh\u00eda c\u1ea1nh d\u1ecbch v\u1ee5, RATER gi\u00fap doanh nghi\u1ec7p nh\u1eadn bi\u1ebft nh\u1eefng l\u0129nh v\u1ef1c c\u1ea7n \u01b0u ti\u00ean c\u1ea3i thi\u1ec7n, t\u1eeb \u0111\u00f3 ph\u00e2n b\u1ed5 ngu\u1ed3n l\u1ef1c h\u1ee3p l\u00fd h\u01a1n. V\u00ed d\u1ee5, m\u1ed9t ng\u00e2n h\u00e0ng khi ph\u00e1t hi\u1ec7n ra r\u1eb1ng kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 cao y\u1ebfu t\u1ed1 Reliability v\u00e0 Responsiveness h\u01a1n l\u00e0 Tangibles, th\u00ec h\u1ecd c\u00f3 th\u1ec3 \u0111\u1ea7u t\u01b0 nhi\u1ec1u h\u01a1n v\u00e0o h\u1ec7 th\u1ed1ng CNTT v\u00e0 \u0111\u00e0o t\u1ea1o nh\u00e2n vi\u00ean, thay v\u00ec chi ti\u1ec1n \u0111\u1ec3 c\u1ea3i t\u1ea1o kh\u00f4ng gian chi nh\u00e1nh.<\/p>\n\n\n\n

– So s\u00e1nh v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 \u0111o l\u01b0\u1eddng kh\u00e1c:<\/strong> Khi so s\u00e1nh v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 \u0111o l\u01b0\u1eddng ph\u1ed5 bi\u1ebfn kh\u00e1c nh\u01b0 NPS (Net Promoter Score)<\/a> hay CSAT (Customer Satisfaction Score), m\u00f4 h\u00ecnh RATER c\u00f3 nh\u1eefng \u01b0u \u0111i\u1ec3m ri\u00eang bi\u1ec7t nh\u01b0 sau:<\/p>\n\n\n\n

Ti\u00eau ch\u00ed<\/strong><\/td>RATER<\/strong><\/td>NPS<\/strong><\/td>CSAT<\/strong><\/td><\/tr>
Ph\u1ea1m vi \u0111\u00e1nh gi\u00e1<\/strong><\/td>To\u00e0n di\u1ec7n, \u0111a chi\u1ec1u<\/td>T\u1eadp trung v\u00e0o kh\u1ea3 n\u0103ng gi\u1edbi thi\u1ec7u v\u1edbi ng\u01b0\u1eddi kh\u00e1c<\/td>T\u1eadp trung v\u00e0o s\u1ef1 h\u00e0i l\u00f2ng v\u1edbi t\u01b0\u01a1ng t\u00e1c c\u1ee5 th\u1ec3<\/td><\/tr>
B\u1ea3n ch\u1ea5t th\u00f4ng tin<\/strong><\/td>\u0110\u1ecbnh t\u00ednh v\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng<\/td>Ch\u1ee7 y\u1ebfu \u0111\u1ecbnh l\u01b0\u1ee3ng<\/td>Ch\u1ee7 y\u1ebfu \u0111\u1ecbnh l\u01b0\u1ee3ng<\/td><\/tr>
Kh\u1ea3 n\u0103ng h\u00e0nh \u0111\u1ed9ng<\/strong><\/td>Cao, ch\u1ec9 ra l\u0129nh v\u1ef1c c\u1ee5 th\u1ec3 c\u1ea7n c\u1ea3i thi\u1ec7n<\/td>Trung b\u00ecnh, ch\u1ec9 ra m\u1ee9c \u0111\u1ed9 trung th\u00e0nh<\/td>Th\u1ea5p, ch\u1ec9 ra m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng chung<\/td><\/tr>
\u0110\u1ed9 ph\u1ee9c t\u1ea1p<\/strong><\/td>Cao, \u0111\u00f2i h\u1ecfi nhi\u1ec1u c\u00e2u h\u1ecfi v\u00e0 ph\u00e2n t\u00edch<\/td>Th\u1ea5p, ch\u1ec9 1-2 c\u00e2u h\u1ecfi<\/td>Trung b\u00ecnh, th\u01b0\u1eddng 3-5 c\u00e2u h\u1ecfi<\/td><\/tr>
Tr\u1ecdng t\u00e2m<\/strong><\/td>Ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 n\u1ed9i t\u1ea1i<\/td>L\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng<\/td>S\u1ef1 h\u00e0i l\u00f2ng t\u1ee9c th\u1eddi<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Nhi\u1ec1u doanh nghi\u1ec7p h\u00e0ng \u0111\u1ea7u Vi\u1ec7t Nam \u0111\u00e3 k\u1ebft h\u1ee3p RATER v\u1edbi NPS v\u00e0 CSAT<\/a> \u0111\u1ec3 c\u00f3 c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u1ec1 tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng. RATER gi\u00fap hi\u1ec3u nguy\u00ean nh\u00e2n s\u00e2u xa, trong khi NPS v\u00e0 CSAT cung c\u1ea5p c\u00e1c ch\u1ec9 s\u1ed1 theo d\u00f5i nhanh. Theo th\u1eddi gian, vi\u1ec7c tri\u1ec3n khai m\u00f4 h\u00ecnh RATER \u0111\u00fang h\u01b0\u1edbng s\u1ebd \u0111em l\u1ea1i cho doanh nghi\u1ec7p nhi\u1ec1u l\u1ee3i \u00edch chi\u1ebfn l\u01b0\u1ee3c nh\u01b0:<\/p>\n\n\n\n

– T\u0103ng t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng v\u00e0 gi\u1ea3m chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi<\/p>\n\n\n\n

– T\u0103ng gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng (Customer Lifetime Value<\/a>)<\/p>\n\n\n\n

– X\u00e2y d\u1ef1ng \u0111\u1ed9i ng\u0169 nh\u00e2n vi\u00ean g\u1eafn b\u00f3 v\u00e0 \u0111\u1ed3ng \u0111i\u1ec7u v\u1edbi gi\u00e1 tr\u1ecb doanh nghi\u1ec7p<\/p>\n\n\n\n

– T\u1ea1o danh ti\u1ebfng t\u00edch c\u1ef1c v\u00e0 uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u d\u00e0i h\u1ea1n<\/p>\n\n\n\n

6. Base CRM: Gi\u1ea3i ph\u00e1p qu\u1ea3n tr\u1ecb kh\u00e1ch h\u00e0ng & v\u1eadn h\u00e0nh kinh doanh to\u00e0n di\u1ec7n<\/h2>\n\n\n\n

H\u01a1n c\u1ea3 m\u1ed9t CRM \u0111\u01a1n thu\u1ea7n, Base CRM<\/a> h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p v\u1eadn h\u00e0nh to\u00e0n di\u1ec7n quy tr\u00ecnh kinh doanh, bao g\u1ed3m qu\u1ea3n l\u00fd s\u1ea3n ph\u1ea9m, b\u00e1n h\u00e0ng, marketing v\u00e0 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng. T\u1ea5t c\u1ea3 \u0111\u1ec1u \u0111\u01b0\u1ee3c theo d\u00f5i v\u00e0 \u0111\u00e1nh gi\u00e1 tr\u00ean m\u1ed9t h\u1ec7 th\u1ed1ng duy nh\u1ea5t. V\u1edbi Base CRM, doanh nghi\u1ec7p v\u1eeba c\u00f3 th\u1ec3 th\u1ea5u hi\u1ec3u s\u00e2u s\u1eafc t\u1eebng kh\u00e1ch h\u00e0ng, v\u1eeba c\u00f3 th\u1ec3 c\u1ea3i thi\u1ec7n hi\u1ec7u qu\u1ea3 kinh doanh. M\u1ecdi t\u01b0\u01a1ng t\u00e1c gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5, d\u00f9 l\u00e0 nh\u1ecf nh\u1ea5t, \u0111\u1ec1u \u0111\u01b0\u1ee3c ghi nh\u1eadn v\u00e0 t\u1ed5ng h\u1ee3p \u0111\u1ec3 t\u1ea1o n\u00ean b\u1ee9c tranh t\u1ed5ng th\u1ec3.<\/p>\n\n\n\n

– Qu\u1ea3n l\u00fd d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng: X\u00e2y d\u1ef1ng h\u1ed3 s\u01a1 360 \u0111\u1ed9 l\u01b0u tr\u1eef to\u00e0n b\u1ed9 th\u00f4ng tin v\u00e0 l\u1ecbch s\u1eed giao d\u1ecbch, gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 nhu c\u1ea7u, s\u1edf th\u00edch v\u00e0 m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

– Qu\u1ea3n l\u00fd s\u1ea3n ph\u1ea9m: Ghi nh\u1eadn m\u1ecdi t\u01b0\u01a1ng t\u00e1c gi\u1eefa kh\u00e1ch h\u00e0ng v\u00e0 s\u1ea3n ph\u1ea9m, \u0111\u1ed3ng th\u1eddi t\u1eadp trung ch\u00ednh s\u00e1ch gi\u00e1 v\u00e0 c\u00e1c t\u00e0i li\u1ec7u b\u00e1n h\u00e0ng t\u1ea1i c\u00f9ng m\u1ed9t n\u01a1i, \u0111\u1ea3m b\u1ea3o nh\u00e2n vi\u00ean h\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng theo \u0111\u00fang nh\u1eefng g\u00ec doanh nghi\u1ec7p cam k\u1ebft.<\/p>\n\n\n\n

– Qu\u1ea3n l\u00fd b\u00e1n h\u00e0ng: Ki\u1ec3m so\u00e1t to\u00e0n b\u1ed9 quy tr\u00ecnh t\u1eeb lead \u0111\u1ebfn h\u1ee3p \u0111\u1ed3ng, pipeline v\u00e0 th\u01b0\u01a1ng v\u1ee5; cung c\u1ea5p b\u00e1o c\u00e1o tr\u1ef1c quan gi\u00fap nh\u00e0 qu\u1ea3n l\u00fd d\u1ec5 d\u00e0ng theo d\u00f5i ti\u1ebfn \u0111\u1ed9 v\u00e0 hi\u1ec7u su\u1ea5t l\u00e0m vi\u1ec7c c\u1ee7a \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng.<\/p>\n\n\n\n

– Qu\u1ea3n l\u00fd marketing: \u0110o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 chuy\u1ec3n \u0111\u1ed5i, qu\u1ea3n l\u00fd lead v\u00e0 c\u1ed9ng \u0111\u1ed3ng kh\u00e1ch h\u00e0ng, gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 \u0111\u1ea7u t\u01b0 v\u00e0 ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean d\u1eef li\u1ec7u th\u1ef1c.<\/p>\n\n\n\n

– Qu\u1ea3n l\u00fd d\u1ecbch v\u1ee5: Trung t\u00e2m ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng \u0111a k\u00eanh (Facebook. Zalo, g\u1ecdi \u0111i\u1ec7n, web chat,…), ph\u1ea3n h\u1ed3i nhanh ch\u00f3ng, x\u1eed l\u00fd s\u1ef1 v\u1ee5 k\u1ecbp th\u1eddi, tr\u00e1nh t\u00ecnh tr\u1ea1ng b\u1ecf s\u00f3t y\u00eau c\u1ea7u t\u1eeb kh\u00e1ch h\u00e0ng, gi\u00fap gia t\u0103ng tr\u1ea3i nghi\u1ec7m t\u1ed5ng th\u1ec3.<\/p>\n\n\n

\n
\"Base<\/a>
Base CRM<\/a> – Gi\u1ea3i ph\u00e1p CRM to\u00e0n di\u1ec7n cho doanh nghi\u1ec7p<\/em><\/figcaption><\/figure><\/div>\n\n\n

V\u1edbi t\u1ea5t c\u1ea3 nh\u1eefng y\u1ebfu t\u1ed1 tr\u00ean, doanh nghi\u1ec7p c\u00f3 th\u1ec3 c\u00e1 nh\u00e2n h\u00f3a h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean nh\u1eefng t\u01b0\u01a1ng t\u00e1c th\u1ef1c t\u1ebf, n\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 \u1edf m\u1ecdi \u0111i\u1ec3m ch\u1ea1m, c\u0169ng nh\u01b0 ti\u1ebfn t\u1edbi n\u00e2ng cao m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng v\u00e0 g\u1eafn b\u00f3 n\u01a1i kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

7. K\u1ebft b\u00e0i<\/h2>\n\n\n\n

Hy v\u1ecdng b\u00e0i vi\u1ebft tr\u00ean \u0111\u00e3 gi\u00fap b\u1ea1n \u0111\u1ecdc hi\u1ec3u r\u00f5 m\u00f4 h\u00ecnh RATER l\u00e0 g\u00ec, c\u00f9ng v\u1edbi quy tr\u00ecnh tri\u1ec3n khai v\u00e0 \u1ee9ng d\u1ee5ng c\u1ee7a n\u00f3 trong th\u1ef1c ti\u1ec5n. Vi\u1ec7c n\u1eafm v\u1eefng v\u00e0 \u00e1p d\u1ee5ng hi\u1ec7u qu\u1ea3 m\u00f4 h\u00ecnh RATER s\u1ebd gi\u00fap doanh nghi\u1ec7p \u0111\u00e1p \u1ee9ng k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n, t\u1eeb \u0111\u00f3 x\u00e2y d\u1ef1ng l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng d\u1ef1a tr\u00ean ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 xu\u1ea5t s\u1eafc. H\u01a1n n\u1eefa, m\u00f4 h\u00ecnh n\u00e0y c\u00f2n c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh linh ho\u1ea1t \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1eb7c th\u00f9 c\u1ee7a t\u1eebng ng\u00e0nh ngh\u1ec1 v\u00e0 l\u0129nh v\u1ef1c kinh doanh.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t gi\u00fap doanh nghi\u1ec7p gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng v\u00e0 n\u00e2ng cao l\u1ee3i th\u1ebf c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110\u1ec3 \u0111o l\u01b0\u1eddng v\u00e0 c\u1ea3i thi\u1ec7n ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, c\u00e1c doanh nghi\u1ec7p ng\u00e0y nay th\u01b0\u1eddng d\u00f9ng \u0111\u1ebfn m\u1ed9t c\u00f4ng c\u1ee5, g\u1ecdi l\u00e0 M\u00f4 h\u00ecnh RATER. V\u1eady th\u1ef1c ch\u1ea5t […]<\/p>\n","protected":false},"author":5,"featured_media":22217,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21],"tags":[],"ppma_author":[57],"class_list":["post-22199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc-kinh-doanh"],"acf":[],"yoast_head":"\nM\u00f4 h\u00ecnh RATER l\u00e0 g\u00ec? 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